Оцінка функціонування аеропортів та управління міжнародним маркетингом аеропортів
Assessment of airports functioning and international marketing management of airports

Summary/Abstract: The authors analyse the key indicators of domestic airports that help to reveal the positive changes that were implemented during preparation for Euro 2012. Modernization of airports provides a greater increase of cooperation with other countries, application of modern IT solutions related to the implementation of operational and marketing activities, introduction of new technological items, improvement of the quality of services, which, in its turn, has lead to an increase in passenger traffic at airports in Ukraine. A characteristic trend of airports in recent years has become their focus on improving the efficiency of business and their technical and economic potential. In particular, this revenue growth by improving monitoring systems of airports, implementation of advanced technologies, maintenance of cost-conscious management, competent personnel attracting, rational use of modern equipment and other resources necessary for business development. One of the effective solutions for the modern development of the airport complex is its own diagnosis and improvement of the quality and availability of airport services to public and commercial organizations. In order to achieve strategic goals by the airport and systematize marketing strategies of the airports, a matrix of situational management of international marketing has been developed. This will give us an opportunity to determine strategic guidelines relevant to the development of airports. They make it possible to identify the positions and directions of strategic development of airports, which determine the nature of the management system of international marketing.

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