Agrarian Economy 2018 Т. 11 № 1-2:59-69

Marketing environment influence on the development of united territorial communities

Hrynkevych S., Doctor of Economics, Professor
Brukh О.,candidate of economic sciences, associate professor
Bernatska І., candidate of economic sciences, associate professor
Lviv National Agrarian University

https://doi.org/10.31734/agrarecon2018.01.059

ANNOTATION

The article substantiates the essence and importance of marketing of the territory as the one of the most important and effective tools for the region image forming. The key directions of territory marketing development are highlighted. The analysis of the sociological research of the operating united territorial communities of Lviv region was carried out and on the basis of this the main problems of the newly created separate territorial communities of the region were identified and the cardinal ways of their further development were outlined. Within the framework of the expert survey, the main characteristics of the marketing of the territories were determined, the main elements of the structure of the development of the branches of the united territorial communities were identified, as well as the level of development and support of business by local governments, the use of methods for promoting the image of the region and the level of popularization of the community territory, the ranking of the united territorial communities on the level of the territory attractiveness, the level of use of the united territorial communities potential, the influence of the marketing environment for the development of united territorial communities are presented. Also, the article focuses on the development of the attractiveness of the territory of the united territorial communities and on the change of the role of citizens in creating the attractiveness of their area of residence. The main tendencies of the development of modern marketing of territories are summarized. On the base of this knowledge the united territorial communities and other interested actors will be able to implement effective strategies for the development of their territories, in particular, the strategy of formation of an innovative type of economic growth of the region, of the formation of a positive "image" of the territory, of efficient use of territorial resources, of creative approach to the development of territories, of modern Internet technologies use, of innovation and non-standard thinking of human resources, of search of new sources of financing, of cooperation and joint projects execution, of new methods of engaging citizens to the development, of implementation and monitoring of projects. The structural and logical scheme of realization of the marketing strategy of the personnel potential of the united territorial communities and the main directions of the community development prospects are proposed.

KEY WORDS

marketing of territories, territory attractiveness enhancing strategy, infrastructure marketing, potential, image of the region, united territorial community

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