STRATEGY AND FACTORS OF REGIONAL COMPETITIVENESS

Abstract

The purpose of the article is to study the forms and methods of strategic action on the development of regional competitiveness in a competitive environment in Ukraine. Marketing of the region can be seen as a way to establish relationships between market players, providing an advantageous position in relation to regional resources and target markets. The peculiarity of marketing strategy of the region as regional policy consists in the positioning of the region – a difference from other areas based on specific competitive advantages in social and economic environment of the country as the subject of a competitive market economy. The strategy of regional marketing is based on the following principles: coordination of interests of market relations; determination of marketing goals in the region; target markets and positioning mode of the region; marketing strategy development of the region on the basis of competitive advantages. The competitiveness of the region is revealed in the creation of the best, in comparison with other regions, conditions for residence, business, investment flows, to be exact – providing investment, educational, recreational attraction that promotes the influx of various consumer groups in the region. Therefore, impacts on the competitiveness of the region should be considered separately for each kind of competitiveness, forming them into groups according to homogeneous characteristics that are the basis for further evaluation of the competitiveness of the region. Complex nature of the system of regional marketing relations determines the grouping of its tools – industrial, pricing, distribution policy in the region, and a system of business relations between economic entities