Адаптація міжнародного досвіду маркетингового забезпечення дронової доставки до умов повоєнного відновлення України, Adaptation of International Experience in Marketing Provision of Drone Delivery to the Conditions of Ukraine's Post-War Reconstruction

<jats:p>The article examines the international experience of marketing support for drone delivery and substantiates the main directions of its adaptation to the conditions of post-war reconstruction of Ukraine. The relevance of the topic is due to the formation of the drone economy as an important element of the modern global economic system. This direction includes the production of unmanned systems, specialized infrastructure, specialized software, and a range of services based on them. Cargo delivery is one of the promising areas of commercialization of unmanned technologies, along with aerial monitoring, mapping, and agricultural use, with the last-mile segment having the greatest commercial potential. The methodological basis of the study is a comparative analysis of leading international operators in the drone delivery market, content analysis of their marketing communications, the method of typologisation, and the method of analog taking into account the limitations of adaptation to the realities of Ukraine. The methodological basis of the study is a comparative analysis of four leading international operators in the drone delivery market, selected according to the criteria of the scale of operations and belonging to different regulatory jurisdictions, content analysis of their marketing communications, typology method, and analogy method taking into account the limitations of adaptation to the realities of Ukraine. The scientific novelty lies in the justification of the typology of business models for the commercialization of drone delivery in accordance with the existing market demand. Unlike existing approaches, in which operators are classified by the technical parameters of drones or the scope of use, the presented approach explains the reasons for the technical implementation of such solutions through fundamentally different sales channels and monetization schemes. Based on the study, four main business models of commercialization of delivery using drones were identified: an institutional-contractual access model, a partner retail model, an ecosystem model of integrated delivery with tariff differentiation by membership, and a platform model of on-demand delivery. It has been established that the selected models are not mutually exclusive, since one operator can simultaneously apply several of them depending on a set of factors (country, product, target segment). It is determined that the sales channel configuration is formed on the basis of the type of market deficit, and the technological parameters of drones are secondary. Marketing patterns common to all models were identified: the priority of the partner channel over the formation of own demand, geographical clustering of launches, preliminary interaction with the territorial community, and environmental argumentation of the value proposition in operators' communications. It is substantiated that marketing support for drone delivery can contribute to achieving sustainable development goals by reducing emissions in the last-mile delivery segment. However, the environmental efficiency of unmanned delivery requires a comprehensive assessment over the full life cycle, taking into account population density, route distance, load capacity, and energy sources. Also, thanks to unmanned systems, increased accessibility of services for rural and deoccupied territories is ensured. The practical significance of the results obtained lies in the possibility of using the proposed typology by domestic enterprises when planning to enter civilian markets. State administration bodies need to develop a set of measures to improve the investment attractiveness of the drone economy and its active development during the post-war recovery period.</jats:p>