The article presents the results of expert surveys conducted by international organizations as a method of empirical research to identify current problems, features and trends of customer-oriented logistics services to consumers in the context of digital space. The statistical analysis of the indicators characterizing the level of use of information and communication technologies at management of mutual relations with consumers at the Ukrainian enterprises is executed. The key barriers that hinder the digital transformation of the logistics service have been identified, which are conditionally classified into 6 groups: trading, transport, marketing, information, organizational and financial and economic. The content structure of CRM-system implementation as a customer relationship management tool is proposed. The expediency of the complex approach application to digital transformation of consumers logistic service on the basis of customer orientation is substantiated and the formula of an estimation of synergetic effect from its realization is offered.

The article considers one of the directions of digital transformation, namely digital platforms. United Nations Conference on Trade and Development says that digital platforms create new opportunities for companies of all sizes to engage in trade. They can lead to efficiency gains through lower transaction costs and reduced information asymmetries supported by rating systems. Other benefits include lower consumer prices, increased market access, more competition, better use of underutilized resources and increased flexibility for the providers of services. However, gains are not automatic, and there are growing concerns over the rising market power of certain platforms and the related implications for competition, data protection and ownership, consumer protection and taxation and employment policies. Economic policies and regulations will need to maximize the benefits while at the same time minimizing the costs of digital platforms. Accordingly to Digital Economy Report 2019 by UNCTAD digital platforms provide the mechanisms for bringing together a set of parties to interact online. A distinction can be made between transaction platforms and innovation platforms. Transaction platforms are two/multi-sided markets with an online infrastructure that supports exchanges between a number of different parties. They have become a core business model for major digital corporations (such as Amazon, Alibaba, Facebook and eBay), as well as for those that are supporting digitally enabled sectors (such as Uber, Didi Chuxing or Airbnb). Innovation platforms create environments for code and content producers to develop applications and software in the form of, for example, operating systems (e.g. Android or Linux) or technology standards (e.g. MPEG video). Several factors help explain the rapid rise to dominance of these digital giants. The first is related to network effects (i.e. the more users on a platform, the more valuable it becomes for everyone). The second is the platforms’ ability to extract, control and analyses data. As with network effects, more users mean more data, and more data mean a stronger ability to outcompete potential rivals and capitalize on first-mover advantages. Thirdly, once a platform begins to gain traction and starts offering different integrated services, the costs to users of switching to an alternative service provider start to increase. The transformative power of data in the sphere of economic and social interactions means that governments, businesses, and people must adapt to use emerging opportunities and avoid traps and risks. The ability of countries and various stakeholders to master digital transformation varies greatly and depends on their level of development and digital readiness. Developed countries are in many ways better equipped to deal with the growing role of digital platforms than countries with limited resources and capabilities. The aviation, travel and tourism industry has been at the forefront of digital innovation, but industry and technology trends suggest that further change lies ahead. The sector has been an early adopter of digital technologies and platforms, but steep demand for travel, driven by a growing middle class in emerging markets and the increasing importance of digital experiences, implies that further digitalization will be vital if the expectations of tomorrow’s consumers are to be met.

The article considers the approach to digital transformation of the aviation industry in terms of organizing the interaction of supply chain participants involving air transport based on the digital platform. Digital transformation is considered not only as a tool of information interaction, but also as a business model that creates value by uniting consumers and producers of goods and services. There was performed a statistical analysis of indicators characterizing the state of the global aviation market and that of Ukraine in particular, of the global crisis impact caused by the COVID-19 pandemic on air transport and changes in the field of passenger and freight transport; there were analyzed the possible ways of overcoming the consequences of the crisis for airlines and airports and the use of digital technologies in developing anti-crisis strategies. The necessity of forming a united information space in the supply chain to ensure the rapid exchange of information between cooperating transport hubs and government agencies, including the exchange of information on the management of production and commercial activities of transport enterprises was highlighted. The role of air transport in servicing global supply chains was also emphasized, as it offers highly integrated and comprehensive fast delivery with safe, reliable, convenient and highly efficient services. There was proposed a scheme of information interaction among supply chain participants involving air transport based on the digital platform in the context of united information space. The use of the digital platform as a tool for organizing interaction was justified, as this technology provides massive opportunities to achieve increased efficiency not only of individual units, but also of the entire supply chain.

Airport. But at the same time, it is necessary to note the reconstruction and modernization of those airports that are functioning.Despite the fact that the number of airports in Ukraine was decreasing, the aviation industry was developing, as evidenced by the positive dynamics of the volume of passenger transportation from 2015 to 2019. The corona virus pandemic is a factor that undoubtedly affected the aviation industry not only in Ukraine, but also worldwide. In 2020, the drop in the volume of passenger

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