Marketing of regions as an instrument of regional economic policy strategy

Abstract

Aim. To form a methodical approach that provides an opportunity to make more complete, concentrated and targeted work in the strategic directions of marketing of territories as the ba­sis of the activities of regional authorities to increase the attractiveness of the regions. Tasks. To identify the strategic directions of increasing the attractiveness of the region; to de­termine the factors of assessment, growth of efficiency and information promotion of the direc­tion related to increasing the attractiveness of the region; to make a detailed description of the factors that should be considered in the marketing work in the regions. Methods. The construction of the methodological approach for the assessment and implementa­tion of strategic directions to improve the socio-economic attractiveness of regions is based on the provisions of the systematic approach and multifactor analysis. Results. Within the framework of the approach outlined in the article, the following elements of regional strategic plans have been developed in order to increase the socio-economic attrac­tiveness of the regions: increasing the competitiveness of the regional product, attracting in­vestment (formation of a favorable investment climate), creating favorable and comfortable conditions for temporary stay. The implementation of evaluation, improvement of efficiency and information promotion of the regions in these directions will make it possible to create a disposable territorial image for external economic agents in relation to the region (for exam­ple, investors, newcomers). Conclusions. The presented methodical approach allows to form the basis for marketing activities for the development of strategic directions of growth of the level of socio-econom­ic attractiveness of the regions. The marketing of the regions acts as an integral part of their strategies, providing the solution of regional tasks for the formation of an attractive image, which leads to the need to take into account the given blocks and factors in the implemen­tation of regional strategic planning. The prospect of the study can be the development of methods to assess the implementation of regional policy in the sphere of marketing of territories.