Индивидуальное предприятие «Праздничное агентство» и механизм его продвижения на рынке региональных социокультурных услуг

Abstract

The relevance of the undertaken research consists in the analysis of economic and pedagogical factors in the activities of a commercial enterprise operating in the market of socio-cultural services of a municipal formation. Nowadays, various agents can engage in the education and enlightenment of the population, their professional activities are fixed by law. As a result, the competition of municipal and commercial leisure offers for the population arises in the market of socio-cultural services. The purpose of the study is to analyze the conditions for the implementation of the service of a children's and family holiday and its promotion to the market by a commercial agency that carries out its professional activities in the municipality of a Siberian city. Objectives. Among the studied tasks, we can note such as the study of the mechanism of promotion of a holiday agency to the market of socio-cultural services of a small city, including such marketing components as the study of the service market and existing competitors, the analysis of the segment of service consumers, the study of supply and demand for the service and the development of a turnkey service. Methodology. The leading empirical method of the study was a survey of residents of Tulun, Irkutsk region, and specialists in the field of culture engaged in the professional field of eventing. Results. The practical significance of the undertaken research is that the results obtained during it will allow other subjects of the market of socio-cultural services to provide a stable mechanism of functioning, thereby contributing to the expansion of the range of holiday services and improving its quality. The conclusions of the study are based on the need to introduce a wide range of festive events for children of all age groups, as well as inclusive holidays for children with special needs to the market of social and cultural services in the city of Tulun, Irkutsk region. It is assumed that due to the attention to children with special needs and the implementation of holidays in partnership with municipal institutions, the children's holiday agency, as the object of this study, will receive undeniable advantages in promoting its services in the city's holiday services market.