Региональный маркетинг как инструмент капитализации ресурсов территории

Abstract

Any territory within the framework of its development and maintenance of the economy needs certain resources such as highly qualified workforce and external investments as the basis for creating an attractive business climate, working and living conditions. The higher the quality indicators of the economic development of the region from the point of view of territorial marketing, the higher its competitiveness and resistance to fluctuations in the economy and various markets. The fact is emphasized that regional marketing, provided that it is successfully integrated into the management of the territory, contributes to the transition of the regional economy to an innovative and socially-oriented type of economy, which today is one of the most promising from the point of view of the region’s survival in a globalized economy. The aspects of the application of regional marketing in the framework of improving the management of the territory are disclosed, and the main tasks, which it can solve regarding the promotion of a territorial product to the interregional and global market, are described. The possibilities of using regional marketing methods as effective tools for managing the process of capitalization of economic resources are determined on the example of the mechanisms of modern territorial management of the Astrakhan region. The economic indicators related to capitalization are presented, which prove the lack of investment in the economy of the Astrakhan region and the Southern Federal District, the conditions for the introduction of regional marketing as the main method of stimulating the development of the economy of the Astrakhan region are specified. Marketing strategies for the promotion and development of a territorial product have been developed, in which the process of implementing marketing technologies will be as effective as possible. There are described the tools of innovative development of the territory, based on the progressive increase in the capitalization of territorial resources, which will lead to the reorientation of the regional economy, increase the added value of the territorial product, improve the business and investment climate, and increase the competitiveness of the Astrakhan region.