МАРКЕТИНГ ТЕРИТОРІЙ: ПІДВИЩЕННЯ ІНВЕСТИЦІЙНОЇ ПРИВАБЛИВОСТІ

Abstract

The investment component in territorial marketing is in many respects dominant, determining the possibilities of human capital development and innovative growth of the economy, although, at the same time, the attractiveness for investors depends on factors of the quality of the territory. In this aspect, it is relevant to study the issues of investment attraction in regional development within the framework of territorial marketing. The work examines the marketing of territories from the standpoint of increasing the competitiveness of the country's national economy, in particular, the implementation of development potential in the field of investment attraction. The study determined the features of the development of an attractive investment environment of the territories with the aim of ensuring the efficiency of life and the competitiveness of the system. The article examines the features and mechanisms of attracting investors within the framework of the marketing concept. The purpose of the article is to develop the principles of effective use and management of the territory by implementing a system of tools for attracting and increasing the efficiency of the use of investment flows as a tool for marketing the territory, which increases the efficiency of processes and allows to stimulate the subjects of the territory. The conducted research aims to prove the thesis that territorial marketing is an important element of accelerating the development of regions through the activation of the local community, as well as building connections and a sense of identity among its residents. The object of this study is to define a system of tools for attracting and increasing the efficiency of the use of investment flows as a tool for marketing the territory, which increases the efficiency of processes and allows to stimulate the subjects of the territory. The authors determine the importance of the social, ecological and economic effect for the territory and its territorial community as an important criterion for the activation of the investment component in the marketing planning of territorial development and building relationships with potential investors.