FORMATION OF THE SYSTEM ENSURING THE COMPETITIVENESS OF MARITIME TRANSPORT OF A SHIPPING ENTERPRISE

It is stated that among scientists and specialists there is no uniform, scientifically grounded approach to the formation of a competitiveness (implementation) ensuring system for maritime transport at a shipping enterprise. According to the authors, one of the main causes of this situation is the under-utilization by scientists and specialists of the latest scientific achievements of depth psychology. In particular, purchase decision-making theory, which relies on the emotional sales theory and qualimetry. A system has been formed to ensure implementation of the maritime transportation of a shipping enterprise consisting of three main elements: 1) production units that create an integrated transport product; 2) department for monitoring factors of the market attractiveness of an integrated transport product; 3) head of the enterprise. Functions have been described that each of the system elements fulfills for ensuring implementation of maritime transport. Mechanism of the system functioning for ensuring implementation of maritime transport has been developed, which includes the following main elements: computation of the use value indicator of integrated transport product of a shipping company and its competitors; computation of the consumer attractiveness indicator of the integrated transport product of the shipping company and its competitors; identification of problem characteristics of the integrated transport product of the shipping company from the standpoint of their competitiveness; formation of an appropriate management impact on the production structure that is responsible for this problem characteristic of the integrated transport product, etc.