E3S Web Conf.
Volume 258, 2021Ural Environmental Science Forum “Sustainable Development of Industrial Region” (UESF-2021)
|Number of page(s)||10|
|Section||IT in Environmental Science|
|Published online||20 May 2021|
The sustainable promotion strategy of transfer hub in megapolis
Peter the Great Saint-Petersburg Politechnical Univesity, 29, Polytechnicheskaya, 195251, St.Petersburg, Russia
* Corresponding author: email@example.com
This article presents a methodological approach to the development of promotion strategy for a transport hub in a metropolis. In response to the modern megapolises’ growth, transport hubs perform the role of multi-functional public facility, implementing a wide set of not only transport and logistics services, but also a combination of social, shopping and entertainment functions to passengers, both tourists and local residents. The material deals with the concept of transfer hub as a transport and communication space – a territory of human existence and activities, so the issues of integration of promotion tools and marketing strategy implementation are vital on every stage of transfer hub’s existence. The adaptation of the Rodrigue-Notteboom model is proposed with the embedded marketing tools and activities to ensure transfer hub’s functioning as a transport and communication space. The stages of marketing promotion strategy implementation include marketing research of region’s economic and geographical position, traffic development and management, consumer satisfaction, promotion and marketing support of transfer hub’s services and commercial facilities among the population and tourists. The implementation of transfer hub project based on the effective marketing strategy to change certain social and cultural environment and the traffic psychology of the population of the metropolis area.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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