Ph. D. Ergunova O., Sorokina E.
Regional Institute of technology and management,
Russian Federation
Development of a marketing-oriented mechanism of
modern region management
Modern problems of complex
social and economic development of regions were widely discussed in works of
Russian and foreign scientists. One can name works of such foreign authors as D. Aaker, S. Dibb, F. Kotler, J.-J. Lambin, M. McDonald, St. Minette, Ð. Morris, J. Stiglitz, G.
Hamel, D. Hussey. Works of Russian marketing
experts such as S.N. Andreev, I.V.
Aleshina, E.P. Golubkov, P.S. Zavyalov,
A.A. Meshkov, N.K. Mironenkov are of interest as well. Theoretical and
methodological problems of competitiveness, formation and development of
marketing systems are described in research works of P. Doyle, P. Drucker, P. Kotler, M. Porter and many others. Regional aspects in marketing system are described
in works of foreign scientists: K. Asplund, P. Kotler, I,
Rein, B. Berman and others. Special attention is paid to works dedicated
to problems of theory, methodology, practice of a marketing-oriented approach
to regional management of Russian authors: A.M.
Lavrov, A.P. Pankrukhin, N.P. Ketova, G.A. Morozova, V.I. Butov,
A.L. Gaponenko, E.P. Golubkov, G.V. Gutman, V.G. Ignatov, T.V. Sachuk and
others. Thesis works of A.V.
Starikova, A.A. Korchagin, M.D. Oshchepkova, I.P. Kolechkina, E.E. Zlotnizhky
and others are devoted to separate aspects of regional marketing.
Thus, different aspects of
economic development of territories in market conditions are studied both by
Russian and by foreign specialists. However, till present the concept of
organizational marketing, i.e. a system of organization of economic activities
based on study of market demand, opportunities for sales of products, services, has not been considered as
a basic aspect of regional policy. Building a marketing-oriented system of
regional management is aimed at formation of region positioning mechanism in
the external sphere that makes it possible to integrate regional products into
Russian and world economy. Necessity of adaptation of methods and approaches to regional marketing management for formation
and realization of social and economic policy of the region, formation
of stable development of economy of Russian Federation territorial subjects,
specifically scarce of resources, by means of this mechanism, show
relevance of the project both in its theoretical and practical aspects.
The project objective is to develop and validate
methodical approaches on formation of regional marketing development mechanism
and practical recommendations on their modernization on the example of the
Chuvash Republic of the Russian Federation.
One of the upcoming directions
that are especially relevant in the period of economic, political and social
transformations is wide implementation of marketing principles in the complex
system of regional management. Nowadays economic conditions requiring
implementation of regional marketing system in cities and territorial subjects
of Russian Federation only begin to form. First of all, this requires highly
competitive economy oriented at satisfaction of consumer’s needs, without it
regional marketing as a new philosophy of region management will not be in
demand. Main attention should be paid to raising effectiveness of implementing
existing advantages of a territory as well as formation of new ones;
intensification of processes of regional marketing development mechanism;
increasing marketing potential of the region by introduction of progressive
marketing technologies, implementation of the newest tools and means of
regional marketing contributing to enlarging the share of the total regional
product on the internal and international markets.
Despite a formed theoretic and methodological basis
for regional marketing and existing experience of its implementation in Russia
and abroad, its separate aspects require essential rethinking and mastering in
practice. To a large degree it concerns modernization of a regional marketing
improvement mechanism in conditions of a region scarce of resources – the
Chuvash Republic of the Russian Federation. Formation of an optimal mechanism
of regional marketing development in the project will make it possible to
create a positive image of regional and municipal formations of both countries,
provide its investment attractiveness both for foreign and internal investors;
to use the internal regional potential in a more feasible way with the trust to
authorities as the main carrier of the region positive image; to develop and realize
a consecutive strategy of region social and economic development. It seems possible to fulfill the project
within the given time-frame as during development of a scientific and
methodical approach to formation and organization of a regional marketing
development mechanism the following research work will be conducted:
- specification of
theoretic and methodological basics of regional formation essence that is
described as a three-level system;
- formation of a methodical approach to study of
conditions required for realization of regional marketing that includes
regional marketing logics and regional marketing cycle stages;
- definition of a region al profile that makes
it possible to model the state of regional marketing multi-level system in the
field of redistribution of a multitude of functions of a marketing cycle by
level of the region’s hierarchy and to
deliberately control its modernization and development;
- formation of a concept of regional marketing
development, study of principles of regional marketing development and systemic
criteria that make it possible to create an objective assessment system and
indices of regional marketing effectiveness;
- development of the content and a structure of elements of regional marketing
development mechanism as a systemic
algorithm;
- determination of
forms and methods of territory marketing development mechanism, as well as formation of a
structural solution on marketing realization mechanism in conditions of a
regional system of management of regions and cities of Russia based on the
experience in abroad
Literature
1.
Meyer Jorn-Alex. Regionalmarketing: Grundlagen. Konzepte. Anwendung. Munchen: Vahlen, 1999.