Adaptation of the marketing component of functioning of the mechanism of public management of the natural and economic potential of the regions

Abstract

The expediency of forming a model of a marketing mechanism for the development of economic potential, taking into account the institutional specificity of the region, is largely determined by the imperfection of the market mechanism and its limitations in solving contemporary developmental problems at all levels. The article deals with the models of the marketing mechanism for the development of the natural and economic potential considering the institutional specificity of the territory. External factors contributing to the implementation and adaptation of the marketing mechanism for the development of the natural and economic potential of the region, considering the existing institutional field, were characterized. The scheme of the decision-making process on the functioning of the model of the marketing mechanism of the state management of the development of natural and economic potential was presented. Characteristics of the decision-making process in the marketing sphere were defined. The algorithm of the decision-making process on the functioning of the model of the marketing mechanism of the state management of the development of natural and economic potential was developed. Such elements were separated: problem analysis, definition of target benchmarks and alternatives, options for the development of the environment and performance forecasts.The main objective of regional marketing is the construction of a rational model of the marketing mechanism of the state management of the development of the natural and economic potential of the region, which will focus on promoting its unique features, considering the availability of potential resources. The primary decisions in the sphere of marketing activity, which it is advisable to adopt in accordance with the established mechanism within the framework of the proposed model of the development of the natural and economic potential, are: marketing and institutional support of the already existing enterprises and attracting new enterprises to the region; formation and promotion of the image of the territory; improvement of the internal environment of the territory. The result of the integrated use of marketing modeling tools in developing a comprehensive strategy for the development of the region should be the improvement of the economic life of society. In particular, it is improving the image of the territory from the point of view of potential partners of the region’s organizations, potential investors, government authorities and improving the quality of life of the population.