МАРКЕТИНГОВІ ТА УПРАВЛІНСЬКІ АСПЕКТИ ЦИФРОВОЇ ТРАНСФОРМАЦІЇ ПІДПРИЄМСТВ ТРАНСПОРТНО-ЛОГІСТИЧНОЇ СИСТЕМИ

The digital transformation of enterprises in the transport and logistics system is a key factor in enhancing efficiency, competitiveness, and service quality. Modern transport and logistics enterprises face challenges related to the need for digital technology implementation, process automation, and adaptation to changes in the global economy. The lack of clear criteria for assessing digital maturity creates difficulties in effective strategic planning. The aim of this study is to develop and test a methodology for assessing the level of digitalization of road transport enterprises, which will allow determining the current level of digital maturity, identifying weaknesses, and developing recommendations for further development. The research utilizes a literature review, a comparison of international digital maturity assessment standards, as well as surveys and interviews with managers of transport and logistics enterprises. The developed methodology for assessing digitalization levels is based on three groups of criteria: technological, organizational, and human resource aspects. The assessment is carried out using a scoring system, allowing for the determination of the enterprise’s digital maturity level. An analysis of the digitalization level of leading Ukrainian transport and logistics enterprises was conducted. An adapted methodology for assessing the digitalization level of road transport enterprises was proposed, taking into account the specifics of the transport and logistics sector. The key indicators and weighting coefficients for evaluating digital maturity were identified. The methodology was tested, its effectiveness confirmed. The developed methodology provides transport and logistics enterprises with a tool for objectively assessing their level of digitalization, enabling them to identify development directions, attract investments in digital technologies, and improve operational efficiency. Moreover, the methodology can be used for developing digital transformation strategies and adapting business processes to modern technological trends.