65INTEGRATION OF DIGITAL TECHNOLOGIES IN THE MANAGEMENT OF AUTOMOTIVE ENTERPRISES
Authors:   Ukrainian State University of Railway Transport, Kalycheva Natalia , Makovoz Elena ,   Ukrainian State University of Railway Transport, Rachkelyuk Sergey ,   Ukrainian State University of Railway Transport
Published: January 2025

The functioning of the motor transport sector plays an important role in the socio-economic development of the state, in particular, in ensuring the conditions for state and regional economic growth and improving the quality of life of the population. Moreover, the quality of services provided by road transport enterprises affects the added value in almost all areas of production. In the regions, transport enterprises that belong to the sphere of small and medium-sized businesses consistently occupy the first positions in terms of the number of registered legal entities, the number of employees and profits. All this leads to great competition in this field. It should be noted that the category of competitiveness of motor transport enterprises shows some differences from compe-titiveness as a whole, which, in turn, is connected with specific features and patterns inherent in this industry. After all, over the past three decades, the country's automobile business has radically changed: the structure of the corporate fleet and the fleet of citizens has been transformed, the level of provision of personal cars to the population has increased, and the density of road traffic has increased. As a result, the system of sales of cars and spare parts, maintenance of vehicles and, in general, a competitive environment corresponding to this segment of the economy, has changed. In order for the activities of an independent auto center to be successful in a competitive environment, efforts must be made in terms of image and reputation. It is about what has formed in the mind of the mass public regarding the attitude towards the activities of independent service centers. Among the main concerns are the imposition of unnecessary work, the lack of competence of the center's employees, possible overpayment for services, and delays. In addition, there is a widespread opinion that service employees use low-quality parts and consumables; replace original parts with low-quality ones, etc. (however, according to forecasts, it is used and non-original parts that will be in the greatest demand. In this, auto centers in their marketing and advertising strategies should emphasize neutralizing such fears and pointing to qualified services. The tasks of marketing and advertising in this case may conflict with the tasks of strategic business management. As you know, the planning and financial structures of auto centers strive to minimize the amount of working capital of the enterprise to increase its efficiency: the management of auto centers minimizes the number and nomenclature of spare parts, materials and other stocks in storage. Nevertheless, in real practice, this leads to delays in repair due to a long wait for the required part or even to the replacement of a defective part with a poor quality part - the one that was available. Such actions of auto center employees certainly justify many of the fears of customers and confirm stereotypes. Therefore, the management of the auto center should strive to find a balance between image and economic tasks.
Keywords: digitalization, competitiveness, efficiency, service, motor transport enterprises, management.