The strategy of territory socio-economic image formation
Abstract
The relevance of the study is determined by the need to increase the scale of researching the problems of image, brand and impression of the territory, to improve competitiveness and develop efficiency of the regions, cities and country as a whole, as well as insufficient scientific elaboration of the problems of forming and promoting a positive image of the regions. The study presents the evolution of marketing concepts and territorial marketing as part of it. It has been established that the categories “image”, “impression” and “brand” are used in the specialized vocabulary of the scientific community without a uniform approach to their interpretation that is why the main definitions of territorial marketing have been clarified in the research. The study presents the results of a marketing study that allows to identify, rank and systematize the most successful and unsuccessful components of the image of Vladivostok. In particular, the highest ratings of the respondents were obtained by the nature of the region and its geographic location, the average - by the activity of young people in all spheres, and the lowest - by regional authorities and state of the roads. Systematization of urban environment factors show that at present the socio-economic image of Vladivostok is influenced more by negative factors (governance, corruption, poor social support, poor development dynamics, underdeveloped urban transport, poor road conditions, poor urban ecology, Soviet development) than positive ones (image events (Tiger Day, City Day, drifting competitions, etc.), favorable geographical location, availability of resources, the beauty of nature, proximity and a special relationships with Asia). The methods of formation and implementation of the marketing strategy of Vladivostok are proposed.
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References
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