Abstract
The increased competition between domestic cities leads to the need to develop a city positioning marketing strategy more efficient. The study aimed to determine and select the factors of positioning of Magadan, which is located in the Far North-East of Russia. I chose selected situational analysis to assess the current position and the consumer properties of the city. 14 representatives of municipal government, the media, business and science, the industrial sector were interviewed. From the point of marketing Magadan position is weak since the city has no clear strategy for its positioning. The consumer properties of the city are reflected by the most important events of the city, famous symbols and historical characters, industrial-building, banking, transport, engineering and social infrastructure. Internet marketing is developed quite weak as not all means of the Internet are used. The best indexes of Magadan are: average monthly nominal wages, catering turnover per capita, hospital beds, number of children per 100 places in preschool, the number of companies engaged in the mineral extraction, air emissions of pollutants from stationary sources without purification, turnover of goods. Among the worst indicators Magadan was marked by: population, migrate rate, construction works content, volume of paid services to the population, number of university students, number of telephones PSTN. Municipal authorities should take up communication policy and begin to work with the informational space purposefully creating a favorable image of the city. The material base of tourism and the formation of the modern hospitality industry in the region should be improved attracting both private and public investments in tourism through the development of financial-based projects. Attention should be focused on the development of transport infrastructure for domestic and foreign economic relations. DOI: 10.5901/mjss.2015.v6n4p245
Highlights
It is noted that at present such phrases as “area marketing”, “marketing of places” have become familiar concepts to characterize the changes occurring in the territorial administration. This is due to the fact that increased competition between domestic cities leads to the need to develop a city positioning marketing strategy
In comparison with other administrative centers of the Far East, Magadan figures are the highest in 7 positions. 7 positions have low rate
In order to solve the above problems and to improve the mobility of financial, labor, material and nonmaterial resources of Magadan, the author considers it necessary to recommend to local authorities to undertake a number of activities for the formation a positive image of our city, its positioning and promotion: 1) Municipal authorities should take up communication policy and begin to work with the information space, purposefully creating a favorable image of the city in the external environment and positioning Magadan as forum city; a center of intermunicipal cooperation; a major transport, communication and mediation junction; significant cultural and educational center of the Far East; a gold mining center of Russia; a center of traditions in sports and tourism; a center of qualified personnel
Summary
It is noted that at present such phrases as “area marketing”, “marketing of places” have become familiar concepts to characterize the changes occurring in the territorial administration This is due to the fact that increased competition between domestic cities leads to the need to develop a city positioning marketing strategy. A favorable image of the city is formed, its investment activity exceeds and specific socio-economic indexes run up. The main strategic goal of development of any city is its sustainable socio-economic development aimed at increasing the competitiveness and improving the quality of life of the population In this regard, there is a need to involve the marketing tools to enhance the attractiveness of the territory, what is called “area marketing” or “location marketing” (Romanova, 2013; Deinekin, T.V., 2012)
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