MARKETING APPROACH TO BUILDING NETWORK MODELS IN REGIONAL KNOWLEDGE MARKET

Abstract

The article identifies some conceptual provisions of the marketing approach to building network models in the regional knowledge market: formulated tasks, fixed dimensions of interaction marketing for networks, adapted principles of interaction marketing for the network, identified interests. The understanding of the regional education network within different marketing concepts is formulated and it is noted that the most organic for the implementation of network approach is the concept of relationship marketing. It is determined that the regional educational network in the framework of marketing interaction should be considered as a set of independent entities of the regional knowledge market, which interact to create, update and diffuse knowledge, combined by common goals, have recurring long-term partnerships, and continuous communication. It is noted that integration into the regional educational network is aimed at realizing the interests of educational and scientific institutions, private providers of knowledge market, business and territorial community / local authorities of the region. The list of regional interests, which can be promoted by the regional educational network, is made. It is emphasized that the regional educational network by marketing approach should be considered as a form of organic mutually beneficial long-term interaction of the main participants and partnerships with the agents of the external environment of the network. It is concluded that the marketing approach involves the orientation of the regional educational network to meet the needs, requests and expectations of the consumer, balancing the interests of knowledge consumers, their producers and the region through network interactions, responding to the parameters of the marketing environment and changing them. Network members are interested in using exclusive, unique material, educational, organizational, logistical, status, reputational, marketing, and information resources that form a shared network resource.