Аuthor: E. S. KULIKOVA, candidate of economic sciences, associate professor,
Ural State Agricultural University (42 K. Libknehta Str., 620075, Ekaterinburg; tel: +7 (343) 371-33-63)
Abstract: This article reflects the main structural elements of regional marketing, which are the basis for various branding strategies, the regional program of regional development, infrastructure strategy that directly depends on the economic development of the region. The purpose of this study is to develop theoretical and methodological guidelines for the development of the marketing area, taking into account the variety of objects and subjects of the region. Obtained subjects initiating marketing activities: residents — individuals — basic staff of any territory. At the same time they are the main object of attention and influence in political marketing, as they represent the electorate. By length of residence in the territory can be distinguished people who were born and constantly dwell therein; born in other areas, but for a long time living here; and socalled “new residents”. Non-residents — individuals can be classified according to length of stay within the territory, goals, occupation, etc. The most numerous, motley, fickle group are tourists. Another significant category, which has a relatively constant composition is the person for a long period of studying within a given territory or arrived with the aim of temporary employment, employment (various specialists, workers of different skill levels). Special category is a visiting business people: entrepreneurs (industrialists and merchants), potential investors and visitors to the exhibitions and fairs, travel person. Major findings of this paper can be considered a competitive selection parameters territory in terms of subjects: the market volume and value of effective demand, infrastructure, cultural and recreational potential of the territory, comfort, rich in raw materials and various characteristics of the labor force. The paper identifies the main objectives of territorial marketing, their functional features. Author proposes a strategy for the development of the territory of the marketing image, as a priority. Its main goal is the creation, development and distribution, provision of public recognition of the positive image of the territory. Compared with other areas of this strategy is inexpensive, although it requires certain costs. Different variants of the implementation of this strategy depend on the specific territory.
Keywords: system, infrastructure, marketing of the region, the region’s social development, infrastructure, marketing city marketing territory.
