Региональный маркетинг как инструмент совершенствования управления территорией на примере Астраханской области

Abstract

The article defines the concept of regional marketing and its functions. The essence of regional marketing as a tool for improving territorial management is revealed, and the features of its application in the management of the territory of the Astrakhan region are shown. It has been found that the economic indicators reflecting the level of economic development of the region are at a low level. So, there have been formulated the approaches to stimulating the development of the Astrakhan region economy by using the marketing methods. The advantages of the above tool in territory management are shown, provided that it is successfully integrated into the overall strategy of regional management and development. The general structure of the regional marketing implementation is revealed with a description of internal and external factors of the territory's marketing environment. It has been stated that regional marketing combines tools for taking micro-and macro-environment factors into account and combating negative factors, as well as represents a comprehensive system of measures to increase the innovation and investment potential of the region with a focus on target consumer groups. Attention is focused on the main task of regional marketing, which is to make sure that all management structures of the Astrakhan region understand the needs of the market segment and implement the developed strategies of territorial marketing in the work of the administration, municipality, and enterprise. All the target segments of consumers of the territorial product and the principles of servicing the selected segments of consumers have been described in details. Regional marketing is proposed to be considered in the aspect of a system of marketing tools, principles, methods, strategies and tactics focused on the specific segments of consumers, allowing to reproduce the process of creating and meeting customers’ needs in exchange for improving the quality characteristics of the territorial product and the growth of the region's economy.