Стаття присвячена одному з напрямків інвестиційної стратегії міста «Одеса 5Т» у рамках муніципального маркетингу, а саме — транспорту. В роботі розглянуті основні принципи муніципального маркетингу міста, зміст інвестиційного проекту «Одеса 5Т» та особливості впровадження проекту. Особливу увагу приділено проекту про будівництво та розвиток вело-інфраструктури, який почав втілюватися в життя. Визначенні основні проблеми, які виникають в процесі розробки проект та способи їх подолання. Теоретичні пропозиції підтверджено практичними розрахункам. Для оцінки перспектив розвитку вело-інфраструктури було проведено дослідження,в якому прийняли участь жителі Одеси. За допомогою цього дослідження було виявлено відношення та основні мотиви людей для здійснення проекту про розвиток вело-інфраструктуру.
Ключові слова: розвиток вело-інфраструктури, маркетингові дослідження, інвестиційна стратегія, муніципальний маркетинг.
The article is devoted to one of the areas of the investment strategy of the city «Odessa 5T» in the framework of municipal marketing, which are transport. The relevance of the topic is due to the goal of making the city environmentally clean, healthy and bicycle-friendly. Many governments give billions of dollars to implement and develop bike infrastructure. In 2016, the investment strategy of the city “Odessa-5T” was adopted. «Odessa-5T» is an investment brand of the city, which combines 5 main areas in the development of Odessa, which are transport, trade, technology, tourism and trust. For comfortable attraction of investments, assistance and implementation of priority projects for cities, the Investment Agency Odessa 5T was created on the basis of the “single window” principle. The team analyzes the economic and legal conditions of projects taking into account the interests of cities and investors, monitors and controls the implementation of already accepted senior initiatives, introduces systemic measures by improving the investment climate, employees and executive authorities, as well as entrepreneurial responsibility. The main goal of such a strategy is to communicate with foreign investors, lenders and grant organizations, attract them to Odessa and accompany joint projects. One of these projects is the development of bicycle infrastructure. The aim of the project is to create a system for sharing bicycles (bike rental), consisting of automatic rental stations (points of issuing /returning) of bicycles, parking places. Each registered user can rent a bicycle at any bicycle rental station, make a trip and return the bicycle to any other station. The project can be fully implemented in the term of construction of bike paths, special parking lots and other infrastructures for the safe movement of cyclists. Despite the lack of special, separate bike paths and other things for the safe movement of cyclists, the city council has begun the implement ation of a joint rental project, which was called bike-sharing. Bike-sharing is the easiest way to rent two-wheeled vehicles. It is enough to scan a code and a bicycle with your mobile device and the bicycle is in your disposal for all the time that you need. After the trip, you just need to park it at an automated rental station in a convenient location in the city. Conducting a marketing research helped to find out whether Odessa residents and city guests need such projects and the construction of the necessary infrastructure, how they relate to this and what encourages people to use this type of transport more often. The study was conducted using questionnaires, in which residents of the city of Odessa from 18 to 50 years old took part. After conducting a study, we can conclude that people have a positive attitude to the development of bicycle transport infrastructure in Odessa and will gradually use bicycles more often, not only as entertainment, but also as a mean of transport for moving around the city. Every year, more and more people are changing from their usual transports to get on their bikes. Since it saves money and time, people go in for sports and contribute into environmental care. The main problem for the full implementation of such systems and projects is the lack of the necessary infrastructure. To increase the volume of people who will use the bike daily, for starters, it is necessary, within the framework of municipal marketing and with the help of the new strategy “Odessa 5T”, to adopt and begin to implement projects for the reconstruction of old roads, the construction of new ones and the establishment of necessary things for safe movement around the city in future.
Key words: development of bicycle infrastructure, marketing research, investment strategy, municipal marketing