DIGITAL TOOLS IN MARKETING-ORIENTED MANAGEMENT OF LOGISTICS ACTIVITIES OF BUSINESS STRUCTURES

Abstract

Relevance. In the context of a rapidly changing market environment, supply chain instability, and growing demands for service quality and responsiveness, enterprises must implement innovative digital solutions that enable them to quickly respond to external challenges and ensure effective management of logistics processes.

Purpose of the Research. The purpose of this study is to evaluate and select relevant digital tools for managing the logistics activities of business structures, taking into account the specifics of their use in a marketing-oriented market environment to ensure the adaptability of logistics systems to its requirements.

Methods. During the research process, methods of analysis and synthesis were applied to generalize the theoretical foundations of logistics management in a marketing-oriented market environment. Statistical data analysis allowed for the collection of empirical data on capital investments in the field of logistics activities. Using comparative analysis, the advantages and disadvantages of using modern digital tools in the management of enterprise logistics activities were assessed.

Results. The key features of the marketing-oriented market were identified, including trends such as the growing influence of consumer behavior, increased intensity of competition, dynamism of scientific and technological progress, greater informational transparency, and the permanence of market fluctuations. The main trends in the digitalization of logistics were examined, including the use of information systems, automation, big data analytics, and cloud technologies, all of which contribute to increasing transparency, optimizing resources, and supporting well-founded managerial decision-making. The impact of modern digital tools on the formation of flexible logistics systems capable of adapting to changing market conditions and minimizing risks associated with external environment instability was analyzed.

Practical Value of the Study. The research results have practical value for managers, logistics specialists, and digital solution developers who seek to optimize logistics processes and increase the adaptability of enterprises to the challenges of the modern economy.

Conclusions. The management of logistics activities in business structures is undergoing significant changes under the influence of contemporary market transformations, which are radically altering logistics operations, transforming them from an operational function into a strategic component of marketing-oriented enterprise management. The successful implementation of digital innovations in the field of logistics allows not only for cost optimization but also for the creation of high customer value, increased customer loyalty, and the provision of sustainable competitive advantages in a dynamic market environment.