Экономические науки/
6.Маркетинг и менеджмент.
Antypenko Dmytro
Golub Natalia. Candidate of Economic Sciences.
Donbas national academy of civil engineering and architecture
Formation
of regional branding based on the
innovative development.
Today
few people are surprised expression "territorial marketing". But I
would like to emphasize the multifaceted and multi-dimensional search.
Territorial marketing:
-
It is in the interest of marketing territory, its internal stakeholders and
external actors, which is interested in the attention area.
-
This is a certain way of thinking and acting heads of the regional level, the
new business philosophy of entrepreneurial activities in the region, based on -
the desire to meet the needs of specific individuals discovered, consumer
groups, businesses and companies in the region and beyond, in the corresponding
goods - finished products, technologies, services or information (Butov V.I.,
Ignatov V.K., Ketova N.P.) [3].
Depending
on the site provided by the appropriate types of marketing: marketing the
country, regional marketing, marketing, city marketing communities. Such
diversity is characterized not by a fundamentally new types of place marketing,
but rather the scope and features of the concept. Considering in this paper,
territorial marketing is an example of the region need to define what is meant
by regional marketing activities relating to the development with the main
marketing tools and technology package of measures aimed at the most efficient
and profitable ¬ tion for the territory of the use of available resources in
order to increase its concentration competitiveness and image. [2]
On this basis,
regional marketing is very different from the marketing of goods and services
is the fact that for territorial marketing plays an important role shaping
appeal, attractiveness and image of the region to the public, investors and the
government. The key here is to increase the competitiveness and investment
attractiveness of the region compared to other areas or regions. It should be
noted that the marketing of the region as opposed to the marketing of goods and
services - is a relatively new scientific field of economic research. However,
this is what raises a number of practical and theoretical questions to the definition
of marketing appeal of regions [5]. A number of concepts include market
analysis capacity of the region and its competitiveness. Third, there is,
apparently, a unique approach to the methodology of an attractive image of the
region and the ways of its promotion. This problem is largely determined by the
objectives of the marketing of the region, resources and administrative will.
Fourth, the existing approaches do not emit virtually factors of innovative
development of the regions, however, as the marketing of innovative development
of the area is a very important topic in the scientific sense of regional
development [4]. There is a need for a universal approach to the marketing
areas, which would be a generalization, and in which particular attention was
paid to marketing innovation. Will form a common conceptual model of marketing
areas. This generalized model for the analysis of marketing potential of the
region and planning for the move is shown in Figure 4.
Fig.
4. Model marketing approach to the management of the development of the region.
The
task of strategic marketing the region as a "unique selling
proposition" (USP) in relation to other regions. This means the formation
of investment, economic, social and cultural attractiveness of the region. The
proposed factors as we understand can not be fragmented so they are
interrelated. [6] Based on this it is not possible to allocate more or less
priority factors for marketing territory. The experience of European
territories shows that the innovative development of the region as the primary
factor in the development may have cultural or social attractiveness. The
priority factors for the development of the region is determined by the
presence of specific factors themselves and the resources of the regional
government. Each direction of policy analysis related to the formation of
relevant factors marketing territory may be planned in isolation, but in the
end they have to be "linked" to a single marketing plan development
of the area [6].
Summing
up, it can be noted that the marketing area is directly related to the
innovative development of the region. However, at the moment of the above
concepts is not allocated in a special way problems of innovative development
of the region, namely the determination of its innovation potential. [7] To
some extent, competitive analysis and positioning of the region compared to the
other can be considered as innovative approaches to development. But by itself
analyst competitiveness, positioning and "profiling" of the region
are just the first step in the innovative development. Existing approaches
focus on the analysis of the available resources and the capacity of the
authorities and development entities to attract public and other resources to
the area. The above system is "branding" of the territory is just one
of the many possible "technology" innovation.
References
1.
Golitsyn N. Bookstore city and its king / Natalia Golitsyn - Mode of access: http://archive.svoboda.org/ll/cult/1205/ll.120505-1.asp
2.
Davydenko M. Creative City. Theory and practice of reconstruction of
post-industrial city / Marianne Davydenko - Architecture, criticism, culture -
№ 1. - 2009. - P.74 - 81
3.
Doktorova L. Cultural Capital of Europe 2004 - Lille / Larissa Doktorova -
Access mode - http://art.1september.ru/2004/17/no17_3.htm
4.
Koramyslov A. Petals Lille / Alexander Koramyslov - Access mode -
http://www.netslova.ru/koramyslov/lille.html
5.
Sachuk TV Territorial marketing / Tatiana Savchuk - St. Petersburg.: Peter,
2009. - 368 p.
6.
French Lille - Cultural Capital - Access mode - http://an71.narod.ru/lille.html
7.
Florida R. The Rise of the Creative Class / Richard Florida - New York: Basic
Books, 2002 - 240 p.