Шитова Ю. Ю., Власов Д. Н. Маркетинговая динамика транспортной доступности: индивидуальные треки городов Подмосковья

Научная статья
УДК 656.1:339.138
https://doi.org/10.24158/tipor.2026.1.18
 
Маркетинговая динамика транспортной доступности:
индивидуальные треки городов Подмосковья
 
Юлия Юрьевна Шитова¹, Дмитрий Николаевич Власов^2
1,2Российский государственный гуманитарный университет (РГГУ), Москва, Россия
¹shitova.yu@rggu.ru, https://orcid.org/0000-0001-6885-9047
²tier6969@gmail.com
 
Аннотация. Работа посвящена анализу маркетинговой динамики транспортной доступности городов Московской области на основе индивидуальных треков. Исследование представляет завершающий этап цикла, включающего разработку индекса транспортной доступности (ITA/ИТД) и пространственную сегментацию муниципалитетов. В статье применяется динамический подход, основанный на рейтинговом и геопространственном анализе индексов транспортной доступности за 2021–2024 гг. Выявлены типы индивидуальных траекторий (восходящие, стабильные, колебательные, деградирующие), отражающие эволюцию транспортной конкурентоспособности и восприятие территорий. Показано, что транспортная доступность выступает не только инженерным, но и маркетинговым индикатором, характеризующим лояльность и идентичность территории. Результаты позволяют использовать ИТД как инструмент стратегического брендинга и мониторинга привлекательности региона, а визуализация треков – как коммуникационный инструмент в территориальном маркетинге.
Ключевые слова: территориальный маркетинг, транспортная доступность, индекс транспортной доступности, индивидуальные треки, Московская область, геомаркетинг, пространственный анализ, рейтинговый анализ, территориальный брендинг, региональная конкурентоспособность
Финансирование: работа выполнена при поддержке Российского научного фонда (РНФ), проект № 25-28-02767.
Для цитирования: Шитова Ю. Ю., Власов Д. Н. Маркетинговая динамика транспортной доступности: индивидуальные треки городов Подмосковья // Теория и практика общественного развития. 2026. № 1. С. 142–155. https://doi.org/10.24158/tipor.2026.1.18.
 
Original article
 

Marketing Dynamics of Transport Accessibility:

Individual Trajectories of Moscow Region Cities

 
Yulia Yu. Shitova¹, Dmitry N. Vlasov^2
1,2Russian State University for the Humanities, Moscow, Russia
¹shitova.yu@rggu.ru, https://orcid.org/0000-0001-6885-9047
²tier6969@gmail.com
 
Abstract. The study examines the marketing dynamics of transport accessibility in the Moscow Region based on individual city trajectories. It represents the final stage of a research cycle that developed the Index of Transport Accessibility (ITA) and the spatial segmentation of municipalities. A dynamic approach combining ranking and geospatial analyses of transport indices for 2021–2024 was applied. Four trajectory types – ascending, stable, oscillating, and declining – were identified, reflecting the evolution of transport competitiveness and territorial perception. The findings demonstrate that transport accessibility functions not only as an engineering metric but also as a marketing indicator expressing territorial loyalty and identity. The results establish ITA as a tool for strategic branding and attractiveness monitoring, while trajectory visualization serves as an effective communication mechanism in territorial marketing.
Keywords: territorial marketing, transport accessibility, transport accessibility index, individual trajectories, Moscow Region, geomarketing, spatial analysis, ranking analysis, territorial branding, regional competitiveness
Funding: The work was supported by the Russian Science Foundation (RSF), project no. 25-28-02767.
For citation: Shitova, Yu. Yu. & Vlasov, D. N. (2026) Marketing Dynamics of Transport Accessibility: Individual Trajectories of Moscow Region Cities. Theory and Practice of Social Development. (1), 142–155. Available from: doi:10.24158/tipor.2026.1.18 (In Russian).

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References:
 
Augusto, M. (2020) Geographic marketing in support of decision-making processes. In: Mota Pinto, F. & Guarda, T. (eds.) Digital marketing strategies and models for competitive business. Hershey, IGI Global Scientific Publishing, 103–115. Available from: doi:10.4018/978-1-7998-2963-8.ch005.
Azri, S., Ujang, U. & Abdul Rahman, A. (2020) Voronoi classified and clustered data constellation: A new 3D data structure for geomarketing strategies. ISPRS Journal of Photogrammetry and Remote Sensing. 162, 1–16. Available from: doi:10.1016/j.isprsjprs.2020.01.022.
Baviera-Puig, A., Buitrago-Vera, J. & Escriba-Perez, C. (2016) Geomarketing models in supermarket location strategies. Journal of Business Economics and Management. 17 (6), 1205–1221. Available from: doi:10.3846/16111699.2015.1113198.
Bhouri, N., Campisi, T., Aron, M. & Mahdavi, S.M.H. (2025) Connectivity, reliability and approachability in public transport: Some indicators for improving sustainability. Sustainability. 17 (2), 645. Available from: doi:10.3390/su17020645.
Chatziioannou, I., Nikitas, A., Tzouras, P.G., Bakogiannis, E., Alvarez-Icaza, L., Chias-Becerril, L., Karolemeas, C., Tsigdinos, S., Wallgren, P. & Rexfelt O. (2023) Ranking sustainable urban mobility indicators and their matching transport policies to support liveable city futures: A MICMAC approach. Transportation Research Interdisciplinary Perspectives. 18, 100788. Available from: doi:10.1016/j.trip.2023.100788.
Hadas, Y. (2013) Assessing public transport systems connectivity based on Google Transit data. Journal of Transport Geography. 33, 105–116. Available from: doi:10.1016/j.jtrangeo.2013.09.015.
Hasseeb, R. & Ibtissem, S. (2018) Territorial marketing: A tool for developing the attractiveness of territories. ITU A|Z: Journal of the Faculty of Architecture. 15 (3), 61–69. Available from: doi:10.5505/itujfa.2018.14622.
Herrera-Acevedo, D. D. & Sierra-Porta, D. (2024) Network structure and urban mobility sustainability: A topological analysis of cities from the urban mobility readiness index. Sustainable Cities and Society. 119, 106076. Available from: doi:10.1016/j.scs.2024.106076.
Hess, R. L., Rubin, R. S. & West, L. A. (2004) Geographic information systems as a marketing information system technology. Decision Support Systems. 38 (2), 197–212. Available from: doi:10.1016/S0167-9236(03)00102-7. (In Russian)
Kaplan, S., Popoks, D., Prato, C. G. & Ceder, A. (2014) Using connectivity for measuring equity in transit provision. Journal of Transport Geography. 37, 82–92. Available from: doi:10.1016/j.jtrangeo.2014.04.016. (In Russian)
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Zhu, Z., Zhang, A. & Zhang, Y. (2019) Measuring multi-modal connections and connectivity radiations of transport infrastructure in China. Transportmetrica A: Transport Science. 15 (2), 1762–1790. Available from: doi:10.1080/23249935.2019.1642966.