Regional Marketing in Russia: Estimation of Efficiency

<p>The present degree work includes 16 tables and 5 appendices. The amount of work is 68 pages. For writing the work were used 30 sources. Keywords: territorial marketing, branding of the territory, dynamic and integral methods for estimating effectiveness, tourist and investment attractiveness of the area. Modern studying of regional and urban economy defines the problem of the investment and tourist attractiveness of the regions. However, not all of them can provide necessary conditions to solve it. In Russia, there are a few regions, which are trying to use the regional marketing approach and making not just the region, but also the branded region. The practice of creating for cities and regions necessary competitive environment on the basis of territorial marketing (including the process of branding of the territory) in the West showed the effectiveness of this method as a tool of a regional policy. That is why the theme of the introduction of such a policy in the Russian territory (cities and regions) is relevant nowadays. The aim of this study is to to estimate the efficiency of branded Russian regions and compare the results with the economies of unbranded (industrial and depressed) regions. Objects of study are &quot;brand-city&quot; Perm, Sharjah, Nizhny Novgorod, Kaluga and Naryan-Mar. The subject of this work is the strategy of territorial marketing, using in these cities. Unfortunately, the activity of foreign and Russian cities could not be estimated because of the poor science field and the conservative view of the economics. There are a few foreign studies, which describes territorial marketing and methods of estimating its efficiency, and no Russian examples of such a literature. Scientific novelty of this work consists in creating a methodology to estimate the efficiency of territorial marketing in Russia, as well as the adaptation of existing techniques, which are specific for the &quot;new&quot; for our country type of policy. Practical significance of the work lies in the fact that the main conclusions and recommendations contained in the bachelor thesis can be used by regional authorities in the development of the concept of territory, as well as in the preparation of a plan for socio-economic development of the region. In the first chapter, &quot;Theoretical analysis of urban economy&quot;, there are described the basic concepts of territorial marketing and their main elements and types, as well as reviewed and analyzed the concept implemented in the Russian cities. Further, analysed cities and opposed to them were divided into three groups: the &quot;brand-cities&quot;, &quot;industrial centers&quot; and &quot;depressive cities&quot;. In the second chapter, &quot;The effectiveness of urban economy&quot;, has analyzed the dynamics of change in the basic indicators of the tourism industry in the cities of the three groups. Also there were described the techniques used in this study to assess the economic efficiency of cities - a dynamic and integrated assessment methodology. On the basis of data on the socio-economic development of cities were calculated the necessary indicators. Dynamic method includes finding the dynamics of changes in the main indicators of socio-economic development of cities, its relationship to the cost (budget expenditures), as well as the efficiency of the economy of the city budget. Integral methods include ranking of cities for each indicator, the sum of these ranks and finding integrated assessment for each year of the period under review (2009-2013 gg.). The results obtained by both methods were formed in the matrix, &quot;the leaders and outsiders&quot;, after which conclusions were drawn about the effectiveness of all three groups of cities. Conclusions can be summarized that &quot;brand-cities&quot;, focused on the external tourism and investment, occupy the top position in the overall ranking of cities, surpassing similar products, industrial centers, and those that focus on domestic tourism (usually they are small cities, for which it is difficult to immediately deploy a range-scale branding strategy), show a positive socio-economic dynamics, which, however, is not enough to move up in the rankings compiled. Anyway, each of the discussed strategies of the territorial marketing has proved its effectiveness and appropriateness of level of economic areas, realizing the potential of the territory (which can always create) and achieving the intended results.</p>