International Experience in Developing Marketing Strategies for Sustainable Transport Development in Megacities

Abstract

With the increasing transport burden on megacities, the development of effective strategies for the sustainable development of transport systems is becoming critically important. The analysis of international experience makes it possible to develop the most rational methods and approaches to solving transport problems in global megacities. The article analyzes the international experience of five leading cities in the world – Tokyo, London, New York, Singapore and Hong Kong, as well as Moscow, which ranks third in the ranking of transport development. The main focus of the research is on the study of innovative marketing strategies that contribute to increasing the attractiveness of public transport, reducing the use of personal cars and improving the environmental performance of urban transport systems. Based on the analysis, a generalized marketing strategy is highlighted, including the improvement of transportation services, the introduction of new services, price incentives, the expansion of the network of services and the promotion of environmentally friendly modes of transport. The study structures marketing initiatives according to the elements of the marketing mix (Product, Price, Place, Promotion), demonstrating their application in different cities. The proposed solutions may be useful for city administrations and transport operators when developing strategies for the development of transport systems.