Abstract
Introduction. In modern conditions of globalization and decentralization, emphasizing the features of certain territories becomes especially important. Each territory, city has certain competitive advantages, the identification and emphasis of which allows you to manage the development of the area. The theoretical and methodological basis of the study is a dialectical method of cognition, a systematic approach to the study of aspects of city image management. The following methods were used during the study: abstract-logical, correlation of qualitative features with determination of Cramer’s coefficient and chi-square; score, Likert scale and semantic differential (in the survey of residents), graphical method. Purpose. The purpose of scientific work is to develop theoretical and methodological and practical aspects of the city image managing using modern marketing technologies. Results. The article has evaluated the existing Mykolaiv city image and has substantiated the expediency of its management. As a result of the survey, an image of the city has been formed, which appeared in the imagination of local residents. The key factors for which Mykolaiv should work on image, and the factors forming image of the city according to inhabitants have been revealed. The author’s own method has been used to assess the existing image. This method can be used to assess the image of other cities, as it is universal except for certain features of the city in terms of its characteristics. Conclusions. The survey revealed a strong relationship between the category of residents and indicators of their attitude to the city. Based on the obtained data, the segmentation of local residents was carried out using socio-demographic and behavioral criteria. Further key steps of management of the existing city image in order to increase the commitment of citizens to Mykolaiv taking into account target segments of the city are developed. The list of Mykolaiv image management measures has been made and grouped taking into account offers of various categories of citizens. Keywords: city image; city image management; city brand; segmentation; target city segments; “city product”; image events.
Highlights
In modern conditions of globalization and decentralization, emphasizing the features of certain territories becomes especially important
The theoretical and methodological basis of the study is a dialectical method of cognition, a systematic approach to the study of aspects of city image management
Further key steps of management of the existing city image in order to increase the commitment of citizens to Mykolaiv taking into account target segments of the city are developed
Summary
Охарактеризовано поняття іміджу міста, обґрунтовано модель управління іміджем міста, а також надана методика його оцінки, яка дозволяє всебічно дослідити основні складові іміджу. Дана методика може використовуватися для оцінки іміджу інших міст, оскільки є універсальною (за винятком певних особливостей міста щодо його характеристик). Оцінено існуючий імідж міста Миколаєва та обґрунтовано доцільність управління ним за запропонованою методикою. Заради яких Миколаєву варто працювати над іміджем, та чинники, що формують імідж міста на думку мешканців. Розроблено ключові кроки управління наявним іміджем міста з метою збільшення прихильності містян до Миколаєва з урахуванням цільових сегментів міста. Перелік заходів управління іміджем міста Миколаєва складено та згруповано з урахуванням пропозицій різних категорій мешканців. Stamat Viktoriia, PhD in Economics, Associate Professor, Department of Management and Marketing, Mykolayiv National Agrarian University, Mykolayiv, Ukraine.
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