ОБҐРУНТУВАННЯ РИНКОВОГО ПІДХОДУ ДО УПРАВЛІННЯ СЛАБОУРБАНІЗОВАНИМИ ТЕРИТОРІЯМИ В УМОВАХ ТРАНСФОРМАЦІЇ НАЦІОНАЛЬНОГО ГОСПОДАРСТВА

Abstract

The article analyzes the factors that affect the management effectiveness of low-urbanized areas. A characteristic feature of the current state of socio-economic relations is the spread of competition in all spheres of human activity. Such megatrends as the processes of globalization and deregulation of markets, the integration of economies of individual countries only contribute to strengthening these trends. Its conditions are also integral in the case of various non-profit entities, public associations, political parties, as well as territorial entities of different levels: countries, regions, and territorial communities. Since, in the situation of transition from the "seller's market" to the "buyer's market", the answer to the challenges of competition from commercial entities was their focus on the concept of marketing, it is logical to extend it to all areas of human activity in which there is competition. In particular, today the market approach to management in the banking sector, energy, non-profit organizations, etc. is becoming increasingly important. In addition, the market approach is relevant in the management at the state level and at the level of individual territorial communities, which also compete with each other – for limited "resources" of investment and no less limited tourist "resources". Based on the preliminary analysis, the methods of territorial community management are singled out: budget-oriented management; cadence management; management based on addressing identified long-term needs; strategic approach. It is determined that now the market of low-urbanized territories and their products are at the initial stages of its development. This state of affairs is a characteristic feature of this market and is primarily due to the objective imperfection of information movement and the small number of transactions, their atypical nature, which is manifested in the gap between the costs incurred to promote and determine their effectiveness. These problems are even more obvious at home. It was the motivation to justify market approaches to the management of sparsely urbanized areas in Ukraine.