ТЕРРИТОРИАЛЬНОЕ ПРОЕКТИРОВАНИЕ КАК МАРКЕТИНГОВЫЙ ФАКТОР ПОВЫШЕНИЯ ПРИВЛЕКАТЕЛЬНОСТИ МОНОГОРОДОВ

Abstract

The formation of a comfortable urban environment is one of the priority areas for the development of single-industry towns. The attractiveness of the city (for residents, visitors, etc.) is largely due to the peculiarities of its territorial design. In combination with marketing tools, territorial design becomes a powerful factor in increasing the attractiveness of a single-industry city and improving the quality of life. Particular importance in the formation of a comfortable urban environment is given to the improvement of public areas. When designing such areas, it is important to take into account the characteristics of the city, the opinion of the population, the history and traditions associated with this public space. The paper considers some features of the application of marketing tools in the implementation of projects for territory improvement. The research has employed some general methods (analysis, analogy, system approach), as well as empirical ones (description, comparison). The paper features 1) an analysis of conditions for implementing the marketing approach in cases of territorial planning to increase the attractiveness of single-industry towns; 2) a pros and cons analysis of the project aimed at the formation of comfortable urban environment within the framework of the state program for landscaping. The paper introduces an authentic approach to the development of the stages of using marketing tools in the territorial design. The approach has been implemented in the town of Myski (Kemerovo Region).