The sustainable promotion strategy of transfer hub in megapolis

Peter the Great Saint-Petersburg Politechnical Univesity, 29, Polytechnicheskaya, 195251, St.Petersburg, Russia

^* Corresponding author: ababkova_myu@spbstu.ru

Abstract

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.