Modern approaches to ensuring the integrated development of the Northern Sea Route: marketing analysis of transport and logistics potential

. The article on the basis of marketing approach analyzes the main factors, that determine the development of the Northern Sea Route (NSR) in the context of increasing intensity of shipping and freight transport growth. The purpose of the research is on the basis of the three-dimensional matrix (consumers — needs function — technology to meet needs) to consider the expectations and needs of key actors of the Arctic marine highway use, assess the process of demand formation, identify and summarize the most important factors of functioning of the NSR taking into account regional specific features to meet the needs and preferences of the NSR user groups, analyze bottlenecks of cargo transportation in the conditions of strict competition in the market of maritime transport services. The expediency of the three-dimensional matrix is substantiated by systematizing the significant features of the NSR use, based on the characteristics of the product that are important for consumers (the NSR transport and logistics services). This toolkit made it possible to determine measures to increase the NSR operation attractiveness. It is noted that the needs of the NSR user groups demand the following: advanced organizational management structure, implementation of measures to ensure navigation safety, creation and development of coastal infrastructure, modernization and construction of multifunctional ports, modern ice-breaking fleet availability and operation of monitoring systems. The relevance of the use marketing tools to solve the problems of the integrated development of the NSR in order to attract consumers and increase its competitiveness was offered. The novelty of the work lies in the author’s view on the prospects of the NSR development manifested in the offered algorithm (three-dimensional matrix of diagnostics) of marketing analysis of maritime transport along the NSR with the consistent identification of factors influencing the shippers' choice of transport services. The results obtained show the practical significance of the research, and help more comprehensively and systemically study the priority areas of the NSR development and its transport and logistics potential.