философия, социология и культурология philosophy sociology

ФИЛОСОФИЯ, СОЦИОЛОГИЯ И КУЛЬТУРОЛОГИЯ
PHILOSOPHY SOCIOLOGY AND CULTURAL
Ȼɚɤɚɥɨɜɚ Ⱦ.
D. Bakalova
ɌȿɊɊɂɌɈɊɂȺɅɖɇɕɃ ɆȺɊɄȿɌɂɇȽ ȼ ɋɂɋɌȿɆȿ ɋɈɐɂȺɅɖɇɈȽɈ ɁɇȺɇɂə
TERRITORY MARKETING AS AN ELEMENT OF THE SOCIAL
KNOWLEDGE SYSTEM
Ⱦɚɪɶɹ Ȼɚɤɚɥɨɜɚ – ɚɫɩɢɪɚɧɬɤɚ ɤɚɮɟɞɪɵ ɪɟɤɥɚɦɵ ɮɚɤɭɥɶɬɟɬɚ ɩɪɢɤɥɚɞɧɵɯ ɤɨɦɦɭɧɢɤɚɰɢɣ ɋɚɧɤɬ-ɉɟɬɟɪɛɭɪɝɫɤɨɝɨ ɝɨɫɭɞɚɪɫɬɜɟɧɧɨɝɨ ɭɧɢɜɟɪɫɢɬɟɬɚ (Ɋɨɫɫɢɹ, ɋɚɧɤɬɉɟɬɟɪɛɭɪɝ). E-mail: [email protected].
Ms. Daria Bakalova – Ph.D. Candidate, Department of Advertising, Faculty of Applied Communications, Saint Petersburg State University (Russia, Saint Petersburg).
E-mail: [email protected]
Ⱥɧɧɨɬɚɰɢɹ. ɋɬɚɬɶɹ ɩɨɫɜɹɳɟɧɚ ɨɫɧɨɜɧɵɦ ɩɪɢɧɰɢɩɚɦ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɦɚɪɤɟɬɢɧɝɚ. Ⱥɜɬɨɪɨɦ ɜɵɞɟɥɟɧɵ ɨɫɧɨɜɧɵɟ ɷɬɚɩɵ ɩɪɨɜɟɞɟɧɢɹ ɪɚɛɨɬ ɩɪɢ ɩɪɨɞɜɢɠɟɧɢɢ ɬɟɪɪɢɬɨɪɢɢ, ɩɨɤɚɡɚɧɵ ɪɚɡɥɢɱɧɵɟ ɩɨɞɯɨɞɵ
ɤ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɦɭ ɦɚɪɤɟɬɢɧɝɭ ɜ ɡɚɜɢɫɢɦɨɫɬɢ ɨɬ ɬɨɝɨ, ɤɬɨ ɹɜɥɹɟɬɫɹ ɢɧɢɰɢɚɬɨɪɨɦ ɞɚɧɧɨɣ ɤɨɦɦɭɧɢɤɚɰɢɢ, ɨɩɢɫɚɧɵ ɰɟɥɟɜɵɟ ɚɭɞɢɬɨɪɢɢ ɦɚɪɤɟɬɢɧɝɚ ɬɟɪɪɢɬɨɪɢɢ, ɪɨɥɶ SWOT-ɚɧɚɥɢɡɚ, ɚ ɬɚɤɠɟ ɜɥɢɹɧɢɟ
ɫɩɟɰɢɮɢɤɢ ɬɟɪɪɢɬɨɪɢɢ ɧɚ ɟɟ ɩɪɨɞɜɢɠɟɧɢɟ.
Summary. The paper considers basic principles of territory/place marketing. The author highlights key stages of the territory marketing process, shows different approaches to territory marketing, depending on who is
the initiator of this communication, describes territory marketing’s target audiences, the role of SWOTanalysis and the impact of territory-specific characteristics on promotion.
Ʉɥɸɱɟɜɵɟ ɫɥɨɜɚ: ɢɦɢɞɠ ɬɟɪɪɢɬɨɪɢɢ, ɛɪɟɧɞɢɧɝ ɬɟɪɪɢɬɨɪɢɢ, ɷɬɚɩɵ ɩɪɨɞɜɢɠɟɧɢɹ ɬɟɪɪɢɬɨɪɢɢ, SWOTɚɧɚɥɢɡ ɬɟɪɪɢɬɨɪɢɢ, ɰɟɥɟɜɵɟ ɚɭɞɢɬɨɪɢɢ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɦɚɪɤɟɬɢɧɝɚ.
Key words: territory image, territory branding, stages of territory promotion, territory SWOT-analysis, target audiences for territory marketing.
ɍȾɄ 32.019.51
Ɍɟɪɪɢɬɨɪɢɚɥɶɧɵɣ ɦɚɪɤɟɬɢɧɝ – ɤɨɦɩɥɟɤɫ ɦɟɪ, ɜɤɥɸɱɚɸɳɢɣ ɜ ɫɟɛɹ ɚɧɚɥɢɡ ɯɚɪɚɤɬɟɪɢɫɬɢɤ ɬɟɪɪɢɬɨɪɢɢ, ɪɚɡɪɚɛɨɬɤɭ ɫɬɪɚɬɟɝɢɢ ɩɪɨɞɜɢɠɟɧɢɹ ɢ ɪɟɚɥɢɡɚɰɢɸ ɤɨɦɦɭɧɢɤɚɰɢɨɧɧɵɯ ɩɪɨɝɪɚɦɦ, ɧɚɩɪɚɜɥɟɧɧɵɯ ɧɚ ɮɨɪɦɢɪɨɜɚɧɢɟ ɢɦɢɞɠɚ ɬɟɪɪɢɬɨɪɢɢ ɜ ɝɥɚɡɚɯ ɜɧɭɬɪɟɧɧɢɯ ɢ ɜɧɟɲɧɢɯ
ɰɟɥɟɜɵɯ ɚɭɞɢɬɨɪɢɣ.
ȼɩɟɪɜɵɟ ɨ ɩɪɨɞɜɢɠɟɧɢɢ ɬɟɪɪɢɬɨɪɢɣ ɡɚɞɭɦɚɥɢɫɶ ɜ 70-ɟ ɝɝ. XX ɜ. ɂɦɩɭɥɶɫɨɦ ɤ ɪɚɡɜɢɬɢɸ ɞɚɧɧɨɣ ɫɮɟɪɵ ɦɚɪɤɟɬɢɧɝɚ ɩɨɫɥɭɠɢɥɚ ɫɬɚɬɶɹ Ɏ. Ʉɨɬɥɟɪɚ ɢ ɋ. Ʌɟɜɢ «Broading the Concept
of Marketing», ɨɩɭɛɥɢɤɨɜɚɧɧɚɹ ɜ ɹɧɜɚɪɟ 1969 ɝ. ɜ ɠɭɪɧɚɥɟ «Journal of marketing». ɂɦɟɧɧɨ ɜ
ɧɟɣ ɜɩɟɪɜɵɟ ɛɵɥɚ ɜɵɫɤɚɡɚɧɚ ɢɞɟɹ ɨ ɧɟɨɛɯɨɞɢɦɨɫɬɢ ɛɨɥɟɟ ɲɢɪɨɤɨɝɨ ɩɨɧɢɦɚɧɢɹ ɬɟɪɦɢɧɚ
«ɦɚɪɤɟɬɢɧɝ» ɢ ɪɚɫɲɢɪɟɧɢɹ ɫɩɢɫɤɚ ɬɟɯ ɫɮɟɪ, ɜ ɤɨɬɨɪɵɯ ɨɧ ɦɨɠɟɬ ɛɵɬɶ ɢɫɩɨɥɶɡɨɜɚɧ. Ɍɚɤɢɦ
ɨɛɪɚɡɨɦ, ɩɨɹɜɢɥɚɫɶ ɢɞɟɹ ɨ ɬɨɦ, ɱɬɨ ɦɚɪɤɟɬɢɧɝ ɦɨɠɟɬ ɢɫɩɨɥɶɡɨɜɚɬɶɫɹ ɧɟ ɬɨɥɶɤɨ ɞɥɹ ɩɪɨɞɜɢɠɟɧɢɹ ɬɨɜɚɪɚ, ɧɨ ɬɚɤɠɟ ɭɫɥɭɝ, ɧɟɞɜɢɠɢɦɨɫɬɢ, ɢɞɟɣ, ɩɪɨɟɤɬɨɜ, ɬɟɯɧɨɥɨɝɢɣ, ɨɪɝɚɧɢɡɚɰɢɣ, ɩɟɪɫɨɧ ɢ ɬɟɪɪɢɬɨɪɢɣ.
ȼɫɤɨɪɟ ɧɚɱɚɥɚ ɩɨɹɜɥɹɬɶɫɹ ɧɚɭɱɧɚɹ ɥɢɬɟɪɚɬɭɪɚ, ɨɩɢɫɵɜɚɸɳɚɹ ɬɟɪɪɢɬɨɪɢɚɥɶɧɵɣ ɦɚɪɤɟɬɢɧɝ. ɋɪɟɞɢ ɨɫɧɨɜɧɵɯ ɚɜɬɨɪɨɜ ɦɨɠɧɨ ɧɚɡɜɚɬɶ Ɏ. Ʉɨɬɥɟɪɚ ɢ, ɤɨɧɟɱɧɨ ɠɟ, ɋ. Ⱥɧɯɨɥɶɬɚ, ɤɨɬɨɪɵɣ ɜɜɟɥ ɜ ɭɩɨɬɪɟɛɥɟɧɢɟ ɬɟɪɦɢɧ «ɛɪɟɧɞɢɧɝ ɬɟɪɪɢɬɨɪɢɢ». ɋɚɣɦɨɧ Ⱥɧɯɨɥɶɬ ɹɜɥɹɟɬɫɹ ɨɞɧɢɦ
ɢɡ ɤɪɭɩɧɟɣɲɢɯ ɫɩɟɰɢɚɥɢɫɬɨɜ ɜ ɞɚɧɧɨɣ ɫɮɟɪɟ, ɡɚ ɩɨɫɥɟɞɧɢɟ 12 ɥɟɬ ɨɧ ɩɪɨɤɨɧɫɭɥɶɬɢɪɨɜɚɥ
ɩɪɚɜɢɬɟɥɶɫɬɜɚ ɛɨɥɟɟ 40 ɫɬɪɚɧ ɩɨ ɜɨɩɪɨɫɚɦ ɩɪɨɞɜɢɠɟɧɢɹ ɬɟɪɪɢɬɨɪɢɣ. ȼ 2005 ɝ. ɢɦ ɛɵɥ ɨɫɧɨ23
Материал поступил 9.10.2012
ɜɚɧ ɠɭɪɧɚɥ «Place Branding and Public Diplomacy», ɜ ɤɨɬɨɪɨɦ ɩɭɛɥɢɤɭɸɬɫɹ ɫɬɚɬɶɢ ɥɢɞɟɪɨɜ ɜ
ɨɛɥɚɫɬɢ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɦɚɪɤɟɬɢɧɝɚ, ɚ ɬɚɤɠɟ ɤɟɣɫɵ, ɪɚɫɫɦɚɬɪɢɜɚɸɳɢɟ ɪɟɚɥɶɧɵɟ ɩɪɢɦɟɪɵ
ɩɪɨɞɜɢɠɟɧɢɹ. Ʉ ɧɟɨɫɩɨɪɢɦɵɦ ɡɚɫɥɭɝɚɦ ɋ. Ⱥɧɯɨɥɶɬɚ ɦɨɠɧɨ ɬɚɤɠɟ ɨɬɧɟɫɬɢ ɫɨɡɞɚɧɢɟ (ɫɨɜɦɟɫɬɧɨ ɫ ɢɫɫɥɟɞɨɜɚɬɟɥɶɫɤɨɣ ɤɨɦɩɚɧɢɟɣ GFK) ɜ ɬɨɦ ɠɟ 2005 ɝ. ɬɪɟɯ ɪɟɣɬɢɧɝɨɜ – Anholt Nation
Brands Index, City Brands Index ɢ State Brands Index.
ɂɧɬɟɪɟɫ ɤ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɦɭ ɦɚɪɤɟɬɢɧɝɭ ɜɨɡɧɢɤ ɜ Ɋɨɫɫɢɢ ɫɪɚɜɧɢɬɟɥɶɧɨ ɧɟɞɚɜɧɨ, ɧɨ
ɨɧ ɧɟɭɤɥɨɧɧɨ ɪɚɫɬɟɬ. ɉɨɞɬɜɟɪɠɞɟɧɢɟɦ ɷɬɨɦɭ ɹɜɥɹɸɬɫɹ ɢɫɫɥɟɞɨɜɚɧɢɹ, ɩɪɨɜɨɞɢɦɵɟ ɬɚɤɢɦɢ
ɪɨɫɫɢɣɫɤɢɦɢ ɭɱɟɧɵɦɢ, ɤɚɤ Ⱥ. ɉ. ɉɚɧɤɪɭɯɢɧ, Ⱥ. ȼ. ɑɟɱɭɥɢɧ ɢ ɂ. ə. Ɋɨɠɤɨɜ [1; 2; 3]. ȼ ɢɯ ɪɚɛɨɬɚɯ ɨɛɨɛɳɟɧɵ ɨɛɳɢɟ ɢɞɟɢ ɦɚɪɤɟɬɢɧɝɚ ɬɟɪɪɢɬɨɪɢɣ, ɨɩɢɫɚɧɵ ɫɩɟɰɢɮɢɱɟɫɤɢɟ ɭɫɥɨɜɢɹ Ɋɨɫɫɢɢ, ɫɜɹɡɚɧɧɵɟ ɫ ɯɚɪɚɤɬɟɪɨɦ ɷɤɨɧɨɦɢɱɟɫɤɨɣ ɢ ɫɨɰɢɚɥɶɧɨ-ɩɨɥɢɬɢɱɟɫɤɨɣ ɫɪɟɞɵ, ɚ ɬɚɤɠɟ ɦɟɧɬɚɥɢɬɟɬɨɦ ɠɢɬɟɥɟɣ, ɜɥɢɹɸɳɢɟ ɧɚ ɜɨɡɦɨɠɧɨɫɬɢ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɩɥɚɧɢɪɨɜɚɧɢɹ ɢ ɪɟɚɥɢɡɚɰɢɢ ɩɪɨɝɪɚɦɦ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɦɚɪɤɟɬɢɧɝɚ.
Ɋɨɫɬ ɢɧɬɟɪɟɫɚ ɤ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɦɭ ɦɚɪɤɟɬɢɧɝɭ ɫɜɹɡɚɧ, ɩɪɟɠɞɟ ɜɫɟɝɨ, ɫ ɫɨɰɢɚɥɶɧɨɷɤɨɧɨɦɢɱɟɫɤɢɦɢ ɩɪɨɰɟɫɫɚɦɢ, ɩɪɨɢɫɯɨɞɹɳɢɦɢ ɜ ɨɛɳɟɫɬɜɟ, ɬɚɤɢɦɢ ɤɚɤ, ɧɚɩɪɢɦɟɪ, ɪɨɫɬ ɤɨɧɤɭɪɟɧɰɢɢ ɦɟɠɞɭ ɬɟɪɪɢɬɨɪɢɹɦɢ, ɛɟɡɪɚɛɨɬɢɰɚ, ɪɨɫɬ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɫɚɦɨɫɨɡɧɚɧɢɹ ɠɢɬɟɥɟɣ,
ɪɨɫɬ ɷɤɨɧɨɦɢɱɟɫɤɨɣ ɧɟɡɚɜɢɫɢɦɨɫɬɢ ɬɟɪɪɢɬɨɪɢɢ, ɜɧɟɞɪɟɧɢɟ ɦɟɬɨɞɨɜ, ɢɫɩɨɥɶɡɭɸɳɢɯɫɹ ɜ ɛɢɡɧɟɫ-ɭɩɪɚɜɥɟɧɢɢ, ɜ ɭɩɪɚɜɥɟɧɢɢ ɬɟɪɪɢɬɨɪɢɹɦɢ ɢ ɬ.ɞ.
ȼ ɧɚɫɬɨɹɳɟɟ ɜɪɟɦɹ ɦɧɨɝɢɟ ɬɟɪɪɢɬɨɪɢɢ (ɫɬɪɚɧɵ, ɝɨɪɨɞɚ ɢ ɬ.ɞ.) ɚɤɬɢɜɧɨ ɡɚɧɢɦɚɸɬɫɹ
ɫɜɨɢɦ ɩɪɨɞɜɢɠɟɧɢɟɦ. ɗɬɨ ɒɨɬɥɚɧɞɢɹ, Ⱦɚɧɢɹ, ɇɨɪɜɟɝɢɹ, ɘȺɊ, ɉɨɥɶɲɚ, ɗɫɬɨɧɢɹ, Ⱥɜɫɬɪɚɥɢɹ
ɢ ɦɧɨɝɢɟ ɞɪɭɝɢɟ, ɚ ɬɚɤɠɟ ɬɚɤɢɟ ɝɨɪɨɞɚ, ɤɚɤ ɇɶɸ-Ƀɨɪɤ, Ʌɨɧɞɨɧ, ȼɚɪɲɚɜɚ, ɑɢɤɚɝɨ, Ʉɨɩɟɧɝɚɝɟɧ
ɢ ɬ.ɞ. ɍɩɪɨɳɟɧɧɚɹ ɫɯɟɦɚ ɪɚɛɨɬ, ɩɪɨɜɨɞɢɦɵɯ ɜ ɷɬɨɦ ɧɚɩɪɚɜɥɟɧɢɢ, ɜɵɝɥɹɞɢɬ ɫɥɟɞɭɸɳɢɦ ɨɛɪɚɡɨɦ:
- ɰɟɥɟɩɨɥɚɝɚɧɢɟ – ɫɨɡɞɚɧɢɟ ɫɬɪɚɬɟɝɢɢ ɪɚɡɜɢɬɢɹ ɬɟɪɪɢɬɨɪɢɢ;
- ɫɬɪɚɬɟɝɢɱɟɫɤɢɣ ɚɧɚɥɢɡ ɬɟɪɪɢɬɨɪɢɢ – ɨɰɟɧɤɚ ɩɪɟɢɦɭɳɟɫɬɜ ɢ ɧɟɞɨɫɬɚɬɤɨɜ ɬɟɪɪɢɬɨɪɢɢ;
- ɫɨɡɞɚɧɢɟ ɫɬɪɚɬɟɝɢɢ ɩɪɨɞɜɢɠɟɧɢɹ ɬɟɪɪɢɬɨɪɢɢ, ɮɨɪɦɢɪɨɜɚɧɢɟ ɩɪɨɝɪɚɦɦɵ ɞɟɣɫɬɜɢɣ;
- ɪɟɚɥɢɡɚɰɢɹ ɫɨɡɞɚɧɧɨɣ ɪɚɧɟɟ ɩɪɨɝɪɚɦɦɵ;
- ɨɰɟɧɤɚ ɪɟɡɭɥɶɬɚɬɨɜ.
ɇɨ ɜ ɤɚɠɞɨɦ ɤɨɧɤɪɟɬɧɨɦ ɫɥɭɱɚɟ ɦɟɪɨɩɪɢɹɬɢɹ ɩɨ ɩɨɫɬɪɨɟɧɢɸ ɛɪɟɧɞɚ ɬɟɪɪɢɬɨɪɢɢ ɦɨɝɭɬ ɨɬɥɢɱɚɬɶɫɹ, ɬɚɤ ɤɚɤ ɜɫɟ ɫɬɪɚɧɵ/ɪɟɝɢɨɧɵ/ɝɨɪɨɞɚ ɢɦɟɸɬ ɫɜɨɢ ɫɩɟɰɢɮɢɱɟɫɤɢɟ ɨɫɨɛɟɧɧɨɫɬɢ,
ɤɨɬɨɪɵɟ ɞɨɥɠɧɵ ɛɵɬɶ ɭɱɬɟɧɵ.
ɉɪɟɠɞɟ ɜɫɟɝɨ, ɧɟɨɛɯɨɞɢɦɨ ɨɬɦɟɬɢɬɶ, ɱɬɨ ɢɧɢɰɢɚɬɨɪɨɦ ɦɟɪɨɩɪɢɹɬɢɣ ɩɨ ɩɪɨɞɜɢɠɟɧɢɸ
ɬɟɪɪɢɬɨɪɢɢ ɦɨɝɭɬ ɜɵɫɬɭɩɚɬɶ ɪɚɡɥɢɱɧɵɟ ɫɭɛɴɟɤɬɵ, ɱɬɨ ɜ ɞɚɥɶɧɟɣɲɟɦ ɧɚɤɥɚɞɵɜɚɟɬ ɨɬɩɟɱɚɬɨɤ
ɤɚɤ ɧɚ ɩɥɚɧɢɪɨɜɚɧɢɟ, ɬɚɤ ɢ ɧɚ ɪɟɚɥɢɡɚɰɢɸ ɩɪɨɝɪɚɦɦ ɩɨ ɩɪɨɞɜɢɠɟɧɢɸ.
ȼ Ɋɨɫɫɢɢ ɢɧɢɰɢɚɬɢɜɚ ɜ ɩɨɞɚɜɥɹɸɳɟɦ ɛɨɥɶɲɢɧɫɬɜɟ ɫɥɭɱɚɟɜ ɢɫɯɨɞɢɬ ɨɬ ɨɪɝɚɧɨɜ ɜɥɚɫɬɢ, ɬɚɤɢɯ ɤɚɤ, ɧɚɩɪɢɦɟɪ, ɨɪɝɚɧɵ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɫɚɦɨɭɩɪɚɜɥɟɧɢɹ. ȼ ɷɬɨɦ ɫɥɭɱɚɟ ɚɞɦɢɧɢɫɬɪɚɰɢɹ ɜɵɩɨɥɧɹɟɬ ɪɹɞ ɜɚɠɧɟɣɲɢɯ ɡɚɞɚɱ:
- ɫɨɡɞɚɧɢɟ ɫɬɪɚɬɟɝɢɢ ɪɚɡɜɢɬɢɹ ɬɟɪɪɢɬɨɪɢɢ;
- ɫɨɡɞɚɧɢɟ ɫɬɪɚɬɟɝɢɢ ɩɪɨɞɜɢɠɟɧɢɹ ɬɟɪɪɢɬɨɪɢɢ;
- ɨɪɝɚɧɢɡɚɰɢɹ ɢ ɮɢɧɚɧɫɢɪɨɜɚɧɢɟ ɦɟɪɨɩɪɢɹɬɢɣ ɩɨ ɩɪɨɞɜɢɠɟɧɢɸ ɬɟɪɪɢɬɨɪɢɢ ɜ ɪɚɦɤɚɯ
ɩɪɢɧɹɬɵɯ ɫɬɪɚɬɟɝɢɣ, ɜ ɬɨɦ ɱɢɫɥɟ ɨɪɝɚɧɢɡɚɰɢɹ ɢ ɮɢɧɚɧɫɢɪɨɜɚɧɢɟ ɪɟɤɥɚɦɧɵɯ ɤɚɦɩɚɧɢɣ;
- ɜɡɚɢɦɨɞɟɣɫɬɜɢɟ ɫ ɤɨɦɦɭɧɢɤɚɰɢɨɧɧɵɦɢ ɚɝɟɧɬɫɬɜɚɦɢ;
- ɤɨɨɪɞɢɧɚɰɢɹ ɞɟɣɫɬɜɢɣ ɩɨ ɩɪɨɞɜɢɠɟɧɢɸ ɬɟɪɪɢɬɨɪɢɢ;
- ɩɪɨɜɟɞɟɧɢɟ ɦɚɪɤɟɬɢɧɝɨɜɵɯ ɢɫɫɥɟɞɨɜɚɧɢɣ;
- ɨɰɟɧɤɚ ɷɮɮɟɤɬɢɜɧɨɫɬɢ ɤɨɦɦɭɧɢɤɚɰɢɨɧɧɵɯ ɩɪɨɝɪɚɦɦ.
Ɍɚɤɢɦ ɨɛɪɚɡɨɦ, ɚɞɦɢɧɢɫɬɪɚɰɢɹ ɡɚɧɢɦɚɟɬɫɹ ɨɪɝɚɧɢɡɚɰɢɟɣ, ɪɟɚɥɢɡɚɰɢɟɣ, ɤɨɨɪɞɢɧɚɰɢɟɣ
ɢ ɤɨɧɬɪɨɥɟɦ ɜɫɟɝɨ ɤɨɦɩɥɟɤɫɚ ɤɨɦɦɭɧɢɤɚɰɢɨɧɧɵɯ ɩɪɨɝɪɚɦɦ ɩɨ ɩɪɨɞɜɢɠɟɧɢɸ ɬɟɪɪɢɬɨɪɢɢ.
ɇɨ ɜɨɡɦɨɠɟɧ ɢ ɞɪɭɝɨɣ ɜɚɪɢɚɧɬ – ɢɧɢɰɢɚɬɨɪɨɦ ɦɨɝɭɬ ɜɵɫɬɭɩɚɬɶ ɛɢɡɧɟɫ-ɫɭɛɴɟɤɬɵ,
ɧɚɩɪɢɦɟɪ, ɤɨɦɦɭɧɢɤɚɰɢɨɧɧɵɟ ɢɥɢ ɪɟɤɥɚɦɧɵɟ ɚɝɟɧɬɫɬɜɚ, ɨɪɝɚɧɢɡɭɸɳɢɟ ɞɢɫɤɭɫɫɢɢ ɧɚ ɬɟɦɵ
ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɪɚɡɜɢɬɢɹ ɜ ɩɪɨɮɟɫɫɢɨɧɚɥɶɧɨɣ ɫɪɟɞɟ, ɩɪɢɜɥɟɤɚɹ ɤ ɫɨɬɪɭɞɧɢɱɟɫɬɜɭ ɤɚɤ ɜɥɚɫɬɢ, ɬɚɤ ɢ ɩɪɟɞɫɬɚɜɢɬɟɥɟɣ ɛɢɡɧɟɫɚ ɢ ɨɛɳɟɫɬɜɟɧɧɨɫɬɢ. ȼ ɷɬɨɦ ɫɥɭɱɚɟ ɩɨɞɝɨɬɨɜɤɚ ɢ ɪɟɚɥɢɡɚɰɢɹ
ɩɪɨɝɪɚɦɦ ɩɨ ɩɪɨɞɜɢɠɟɧɢɸ ɬɟɪɪɢɬɨɪɢɢ ɛɭɞɟɬ ɜɵɝɥɹɞɟɬɶ ɢɧɚɱɟ.
24
Бакалова Д.
ТЕРРИТОРИАЛЬНЫЙ МАРКЕТИНГ В СИСТЕМЕ СОЦИАЛЬНОГО ЗНАНИЯ
Ʉɟɦ ɛɵ ɧɢ ɛɵɥɨ ɢɧɢɰɢɢɪɨɜɚɧɨ ɩɨɫɬɪɨɟɧɢɟ ɛɪɟɧɞɚ ɬɟɪɪɢɬɨɪɢɢ, ɧɟɨɛɯɨɞɢɦɨ ɭɱɢɬɵɜɚɬɶ
ɧɚɢɛɨɥɟɟ ɜɚɠɧɵɟ ɮɚɤɬɨɪɵ, ɧɚ ɤɨɬɨɪɵɯ ɛɭɞɭɬ ɨɫɧɨɜɵɜɚɬɶɫɹ ɩɪɨɝɪɚɦɦɵ ɩɪɨɞɜɢɠɟɧɢɹ. Ⱦɥɹ
ɬɨɝɨ ɱɬɨɛɵ ɢɯ ɜɵɹɜɢɬɶ, ɢɫɩɨɥɶɡɭɸɬɫɹ ɫɬɪɚɬɟɝɢɱɟɫɤɢɣ ɚɧɚɥɢɡ ɬɟɪɪɢɬɨɪɢɢ, ɨɰɟɧɤɚ ɪɟɫɭɪɫɧɨɣ
ɛɚɡɵ, ɬ.ɟ. ɦɚɪɤɟɬɢɧɝɨɜɵɣ SWOT-ɚɧɚɥɢɡ, ɩɨɡɜɨɥɹɸɳɢɣ ɨɩɪɟɞɟɥɢɬɶ ɫɢɥɶɧɵɟ ɢ ɫɥɚɛɵɟ ɫɬɨɪɨɧɵ, ɚ ɬɚɤɠɟ ɜɨɡɦɨɠɧɨɫɬɢ ɢ ɭɝɪɨɡɵ. ɉɨ ɦɧɟɧɢɸ Ɍ. Ɇɨɢɥɚɧɟɧɚ ɢ ɋ. Ɋɚɢɧɢɫɬɨ [6, 27], ɨɱɟɧɶ
ɜɚɠɧɨ ɧɚɱɚɬɶ ɢɦɟɧɧɨ ɫɨ SWOT-ɚɧɚɥɢɡɚ, ɬɚɤ ɤɚɤ ɨɧ ɩɨɡɜɨɥɹɟɬ ɨɩɪɟɞɟɥɢɬɶ ɞɚɥɶɧɟɣɲɭɸ ɫɬɪɚɬɟɝɢɸ ɪɚɡɜɢɬɢɹ ɢ ɜɨɡɦɨɠɧɨɫɬɢ ɬɟɪɪɢɬɨɪɢɢ, ɚ ɬɚɤɠɟ ɬɟ ɰɟɧɧɨɫɬɢ, ɤɨɬɨɪɵɟ ɨɧɚ ɦɨɠɟɬ ɩɪɟɞɥɨɠɢɬɶ ɫɜɨɢɦ ɰɟɥɟɜɵɦ ɚɭɞɢɬɨɪɢɹɦ.
ɇɚ ɷɬɨɦ ɠɟ ɷɬɚɩɟ ɨɰɟɧɢɜɚɟɬɫɹ ɢ ɪɟɫɭɪɫɧɚɹ ɛɚɡɚ ɚɧɚɥɨɝɢɱɧɵɯ ɬɟɪɪɢɬɨɪɢɣ-ɤɨɧɤɭɪɟɧɬɨɜ
(ɧɚɩɪɢɦɟɪ, ɞɥɹ ɉɪɚɝɢ ɷɬɨ ɛɭɞɭɬ Ʉɪɚɤɨɜ ɢ Ȼɭɞɚɩɟɲɬ) ɞɥɹ ɜɵɹɜɥɟɧɢɹ ɤɨɧɤɭɪɟɧɬɨɜ, ɚ ɬɚɤɠɟ ɬɟɯ
ɨɫɨɛɟɧɧɨɫɬɟɣ, ɤɨɬɨɪɵɟ ɩɪɢɫɭɳɢ ɬɨɥɶɤɨ ɢɫɫɥɟɞɭɟɦɨɣ ɧɚɦɢ ɬɟɪɪɢɬɨɪɢɢ.
Ʉ ɬɚɤɢɦ ɨɫɨɛɟɧɧɨɫɬɹɦ ɦɨɠɧɨ ɨɬɧɟɫɬɢ ɫɩɟɰɢɮɢɤɭ ɬɟɪɪɢɬɨɪɢɢ, ɤɨɬɨɪɚɹ ɩɪɨɹɜɥɹɟɬɫɹ ɜ
ɚɪɯɢɬɟɤɬɭɪɟ, ɹɡɵɤɟ, ɢɫɬɨɪɢɢ, ɩɪɢɪɨɞɟ, ɤɥɢɦɚɬɟ, ɦɟɧɬɚɥɢɬɟɬɟ ɠɢɬɟɥɟɣ, ɝɟɨɝɪɚɮɢɱɟɫɤɨɦ ɩɨɥɨɠɟɧɢɢ, ɧɚɰɢɨɧɚɥɶɧɨɦ ɤɨɥɨɪɢɬɟ, ɬɪɚɞɢɰɢɹɯ, ɡɧɚɦɟɧɢɬɵɯ ɠɢɬɟɥɹɯ, ɦɟɫɬɧɵɯ ɩɪɚɡɞɧɢɤɚɯ,
ɥɟɝɟɧɞɚɯ, ɥɢɬɟɪɚɬɭɪɧɵɯ ɩɪɨɢɡɜɟɞɟɧɢɹɯ, ɫɜɹɡɚɧɧɵɯ ɫ ɬɟɪɪɢɬɨɪɢɟɣ, ɚ ɬɚɤɠɟ ɧɚɢɛɨɥɟɟ ɢɡɜɟɫɬɧɵɯ ɬɨɜɚɪɚɯ ɢ ɬɨɪɝɨɜɵɯ ɦɚɪɤɚɯ. ȼɫɟ ɷɬɢ ɮɚɤɬɨɪɵ ɩɨɡɜɨɥɹɬ ɫɨɡɞɚɬɶ ɧɟɩɨɜɬɨɪɢɦɵɣ ɢɦɢɞɠ,
ɤɨɬɨɪɵɣ ɜ ɤɨɪɧɟ ɛɭɞɟɬ ɨɬɥɢɱɚɬɶɫɹ ɨɬ ɢɦɢɞɠɚ ɞɪɭɝɢɯ ɬɟɪɪɢɬɨɪɢɣ. Ɉɧɢ ɠɟ ɜ ɞɚɥɶɧɟɣɲɟɦ ɛɭɞɭɬ ɮɨɪɦɢɪɨɜɚɬɶ ɝɥɭɛɢɧɭ ɛɪɟɧɞɚ. ɉɪɢ ɷɬɨɦ ɧɟɨɛɯɨɞɢɦɨ ɪɟɲɢɬɶ, ɧɚ ɤɚɤɢɟ ɨɫɧɨɜɧɵɟ ɰɟɧɧɨɫɬɢ ɦɵ ɛɭɞɟɦ ɨɩɢɪɚɬɶɫɹ ɩɪɢ ɩɨɫɬɪɨɟɧɢɢ ɛɪɟɧɞɚ. ɗɬɨ ɬɟ ɰɟɧɧɨɫɬɢ, ɤɨɬɨɪɵɟ ɩɨɡɜɨɥɹɬ ɜɵɞɟɥɢɬɶɫɹ ɧɚ ɮɨɧɟ ɤɨɧɤɭɪɟɧɬɨɜ ɢ ɤɨɬɨɪɵɟ ɭɠɟ ɫɟɣɱɚɫ ɧɟɪɚɡɪɵɜɧɨ ɫɜɹɡɚɧɵ ɜ ɫɨɡɧɚɧɢɢ ɩɨɬɪɟɛɢɬɟɥɟɣ ɫ ɧɚɲɟɣ ɬɟɪɪɢɬɨɪɢɟɣ. ɇɚɩɪɢɦɟɪ, ɬɚɤɢɦ ɝɨɪɨɞɚɦ, ɤɚɤ ɂɟɪɭɫɚɥɢɦ, Ɇɟɤɤɚ, Ɇɟɞɢɧɚ, ȼɚɬɢɤɚɧ, ȼɚɞɨɜɢɰɟ, Ʌɭɪɞ, ɋɚɧɬɶɹɝɨ-ɞɟ-Ʉɨɦɩɨɫɬɟɥɚ, ɰɟɥɟɫɨɨɛɪɚɡɧɨ ɞɟɥɚɬɶ ɫɬɚɜɤɭ, ɩɪɟɠɞɟ ɜɫɟɝɨ,
ɧɚ ɪɟɥɢɝɢɨɡɧɵɣ ɚɫɩɟɤɬ, ɬɚɤ ɤɚɤ ɷɬɨ ɭɠɟ ɡɚɥɨɠɟɧɧɚɹ ɜ ɧɢɯ ɩɪɢɜɥɟɤɚɸɳɚɹ ɜɧɢɦɚɧɢɟ ɬɭɪɢɫɬɨɜ
(ɩɚɥɨɦɧɢɤɨɜ) ɭɧɢɤɚɥɶɧɚɹ ɰɟɧɧɨɫɬɶ, ɤɨɬɨɪɨɣ ɧɟɬ ɭ ɞɪɭɝɢɯ ɬɟɪɪɢɬɨɪɢɣ.
Ɏ. Ʉɨɬɥɟɪ, Ⱦ. ɏɚɣɞɟɪ ɢ ɂ. Ɋɟɣɧ [4, 19] ɜɵɞɟɥɹɸɬ ɲɟɫɬɶ ɝɪɭɩɩ ɰɟɥɟɜɵɯ ɚɭɞɢɬɨɪɢɣ,
ɡɧɚɱɢɦɵɯ ɩɪɢ ɪɟɚɥɢɡɚɰɢɢ ɩɪɨɝɪɚɦɦ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɦɚɪɤɟɬɢɧɝɚ:
- ɢɧɜɟɫɬɨɪɵ;
- ɬɭɪɢɫɬɵ;
- ɷɤɫɩɨɪɬɟɪɵ;
- ɧɨɜɵɟ ɠɢɬɟɥɢ;
- ɛɢɡɧɟɫɦɟɧɵ;
- ɦɟɧɟɞɠɟɪɵ ɤɨɦɩɚɧɢɣ.
ɉɨ ɦɧɟɧɢɸ Ɏ. Ʉɨɬɥɟɪɚ [5], ɦɚɪɤɟɬɢɧɝ ɩɨɹɜɥɹɟɬɫɹ ɬɚɦ, ɝɞɟ ɩɪɨɢɫɯɨɞɢɬ ɨɛɦɟɧ ɨɩɪɟɞɟɥɟɧɧɵɦɢ ɛɥɚɝɚɦɢ. ɉɨɷɬɨɦɭ ɨɱɟɧɶ ɜɚɠɧɨ ɫɮɨɪɦɢɪɨɜɚɬɶ ɩɪɢɜɥɟɤɚɬɟɥɶɧɨɫɬɶ ɬɟɪɪɢɬɨɪɢɢ ɜ ɝɥɚɡɚɯ ɜɫɟɯ ɰɟɥɟɜɵɯ ɚɭɞɢɬɨɪɢɣ.
ɂɧɜɟɫɬɢɰɢɨɧɧɚɹ ɩɪɢɜɥɟɤɚɬɟɥɶɧɨɫɬɶ ɬɟɪɪɢɬɨɪɢɢ ɨɛɟɫɩɟɱɢɜɚɟɬɫɹ ɩɭɬɟɦ ɨɛɦɟɧɚ ɦɟɠɞɭ
ɢɧɜɟɫɬɨɪɨɦ ɢ ɬɟɪɪɢɬɨɪɢɟɣ ɨɩɪɟɞɟɥɟɧɧɵɦɢ ɰɟɧɧɨɫɬɹɦɢ ɢ ɨɩɪɟɞɟɥɹɟɬɫɹ ɜɵɝɨɞɚɦɢ, ɤɨɬɨɪɵɟ
ɩɨɥɭɱɚɸɬ ɨɛɚ ɭɱɚɫɬɧɢɤɚ ɩɪɨɰɟɫɫɚ. ɋ ɨɞɧɨɣ ɫɬɨɪɨɧɵ, ɢɧɜɟɫɬɨɪ ɩɨɥɭɱɚɟɬ ɜɨɡɦɨɠɧɨɫɬɶ ɪɚɡɜɢɬɢɹ ɛɢɡɧɟɫɚ ɧɚ ɧɨɜɨɣ ɬɟɪɪɢɬɨɪɢɢ, ɫ ɞɪɭɝɨɣ – ɬɟɪɪɢɬɨɪɢɹ ɧɚɱɢɧɚɟɬ ɪɚɡɜɢɜɚɬɶɫɹ ɛɨɥɟɟ ɞɢɧɚɦɢɱɧɨ, ɱɬɨ ɞɟɥɚɟɬ ɟɟ ɟɳɟ ɛɨɥɟɟ ɩɪɢɜɥɟɤɚɬɟɥɶɧɨɣ ɜ ɢɧɜɟɫɬɢɰɢɨɧɧɨɦ ɩɥɚɧɟ, ɚ ɬɚɤɠɟ ɩɨɞɧɢɦɚɟɬ ɭɪɨɜɟɧɶ ɠɢɡɧɢ ɧɚɫɟɥɟɧɢɹ.
ɑɬɨ ɤɚɫɚɟɬɫɹ ɬɭɪɢɫɬɨɜ, ɬɨ ɰɟɥɶɸ ɩɪɨɞɜɢɠɟɧɢɹ ɜ ɞɚɧɧɨɦ ɫɥɭɱɚɟ ɛɭɞɟɬ ɩɪɟɜɪɚɳɟɧɢɟ
ɩɨɬɟɧɰɢɚɥɶɧɵɯ ɬɭɪɢɫɬɨɜ ɜ ɪɟɚɥɶɧɵɯ ɢ ɪɟɝɭɥɹɪɧɵɯ, ɬɚɤ ɤɚɤ ɬɭɪɢɫɬ ɞɨɥɠɟɧ ɧɟ ɩɪɨɫɬɨ ɩɨɫɟɬɢɬɶ ɬɟɪɪɢɬɨɪɢɸ – ɧɟɨɛɯɨɞɢɦɨ, ɱɬɨɛɵ ɟɦɭ ɡɚɯɨɬɟɥɨɫɶ ɬɭɞɚ ɜɟɪɧɭɬɶɫɹ. ɉɨ ɦɧɟɧɢɸ ɩɨɥɶɫɤɨɝɨ
ɢɫɫɥɟɞɨɜɚɬɟɥɹ Ⱥ. ɉɚɧɚɫɸɤɚ [7, 72], ɜ ɤɨɧɬɟɤɫɬɟ ɬɭɪɢɡɦɚ ɥɨɹɥɶɧɨɫɬɶ ɩɨɬɪɟɛɢɬɟɥɹ ɫɥɟɞɭɟɬ ɩɨɧɢɦɚɬɶ ɤɚɤ ɩɨɥɨɠɢɬɟɥɶɧɭɸ ɨɰɟɧɤɭ ɬɟɪɪɢɬɨɪɢɢ ɢ ɠɟɥɚɧɢɟ ɩɨɪɟɤɨɦɟɧɞɨɜɚɬɶ ɟɟ ɞɪɭɝɢɦ.
ɇɟɥɶɡɹ ɡɚɛɵɜɚɬɶ ɬɚɤɠɟ ɢ ɨ ɦɟɫɬɧɵɯ ɠɢɬɟɥɹɯ. Ʉɨɦɩɥɟɤɫɧɵɣ ɩɨɞɯɨɞ ɤ ɩɪɨɞɜɢɠɟɧɢɸ
ɬɟɪɪɢɬɨɪɢɢ, ɤ ɫɨɡɞɚɧɢɸ ɟɟ ɢɦɢɞɠɚ ɞɨɥɠɟɧ ɨɫɧɨɜɵɜɚɬɶɫɹ ɧɚ ɪɚɜɧɨɜɟɫɢɢ ɦɟɠɞɭ ɞɟɣɫɬɜɢɹɦɢ,
ɧɚɩɪɚɜɥɟɧɧɵɦɢ ɧɚ ɜɧɟɲɧɢɟ ɰɟɥɟɜɵɟ ɚɭɞɢɬɨɪɢɢ ɢ ɧɚ ɜɧɭɬɪɟɧɧɢɟ, ɬɨ ɟɫɬɶ ɧɚ ɦɟɫɬɧɵɯ ɠɢɬɟɥɟɣ. Ɉɧɢ ɧɟ ɞɨɥɠɧɵ ɩɪɨɬɢɜɨɪɟɱɢɬɶ ɞɪɭɝ ɞɪɭɝɭ ɢ ɞɨɥɠɧɵ ɫɨɨɬɜɟɬɫɬɜɨɜɚɬɶ ɨɛɳɟɣ ɫɬɪɚɬɟɝɢɢ
ɩɪɨɞɜɢɠɟɧɢɹ ɤɨɧɤɪɟɬɧɨɣ ɬɟɪɪɢɬɨɪɢɢ. ɋɨɝɥɚɫɧɨ ɦɧɟɧɢɸ ɟɳɟ ɨɞɧɨɝɨ ɩɨɥɶɫɤɨɝɨ ɷɤɫɩɟɪɬɚ
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Ⱥ. ɒɪɨɦɧɢɤɚ [8, 56], ɠɢɬɟɥɢ ɹɜɥɹɸɬɫɹ ɜɚɠɧɟɣɲɟɣ ɰɟɥɟɜɨɣ ɚɭɞɢɬɨɪɢɟɣ, ɩɨɫɤɨɥɶɤɭ ɢɦɟɧɧɨ
ɛɥɚɝɨɞɚɪɹ ɢɦ ɜɨɡɦɨɠɧɨ ɜɡɚɢɦɨɞɟɣɫɬɜɢɟ ɫ ɞɪɭɝɢɦɢ ɰɟɥɟɜɵɦɢ ɚɭɞɢɬɨɪɢɹɦɢ.
ȼ XXI ɜ. ɦɚɪɤɟɬɢɧɝɨɜɵɟ ɫɬɪɚɬɟɝɢɢ ɜɫɟ ɚɤɬɢɜɧɟɟ ɜɧɟɞɪɹɸɬɫɹ ɜ ɪɚɡɥɢɱɧɵɟ ɫɮɟɪɵ ɠɢɡɧɢ
ɢ ɛɢɡɧɟɫɚ. Ɍɨ ɠɟ ɫɚɦɨɟ ɩɪɨɢɫɯɨɞɢɬ ɢ ɜ ɫɥɭɱɚɟ ɫ ɬɟɪɪɢɬɨɪɢɹɦɢ. ɇɟɨɛɯɨɞɢɦɨ ɨɬɦɟɬɢɬɶ, ɱɬɨ
ɢɫɩɨɥɶɡɨɜɚɧɢɟ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɦɚɪɤɟɬɢɧɝɚ ɩɨɡɜɨɥɹɟɬ ɜɵɫɬɪɨɢɬɶ ɷɮɮɟɤɬɢɜɧɵɟ ɫɢɫɬɟɦɵ
ɪɚɡɜɢɬɢɹ ɢ ɩɪɨɞɜɢɠɟɧɢɹ ɫɬɪɚɧɵ/ɪɟɝɢɨɧɚ/ɝɨɪɨɞɚ, ɩɨɫɬɚɜɢɬɶ ɰɟɥɢ ɢ ɞɨɫɬɢɱɶ ɢɯ.
ɉɨɞɜɨɞɹ ɢɬɨɝ, ɧɟɨɛɯɨɞɢɦɨ ɫɤɚɡɚɬɶ, ɱɬɨ ɩɪɢ ɢɫɩɨɥɶɡɨɜɚɧɢɢ ɩɪɢɧɰɢɩɨɜ ɬɟɪɪɢɬɨɪɢɚɥɶɧɨɝɨ ɦɚɪɤɟɬɢɧɝɚ ɧɚ ɩɪɚɤɬɢɤɟ ɨɝɪɨɦɧɭɸ ɪɨɥɶ ɢɝɪɚɸɬ ɢɫɫɥɟɞɨɜɚɧɢɟ ɢ ɩɟɪɟɪɚɛɨɬɤɚ ɭɫɩɟɲɧɨɝɨ
ɨɩɵɬɚ ɩɪɨɞɜɢɠɟɧɢɹ ɚɧɚɥɨɝɢɱɧɵɯ ɬɟɪɪɢɬɨɪɢɣ, ɧɨ ɩɪɢ ɷɬɨɦ ɧɟɥɶɡɹ ɡɚɛɵɜɚɬɶ ɨ ɫɩɟɰɢɮɢɱɟɫɤɢɯ
ɨɫɨɛɟɧɧɨɫɬɹɯ ɞɚɧɧɨɣ ɬɟɪɪɢɬɨɪɢɢ, ɨ ɬɨɦ, ɱɬɨ ɦɨɠɟɬ ɫɞɟɥɚɬɶ ɟɟ ɭɧɢɤɚɥɶɧɨɣ ɜ ɝɥɚɡɚɯ ɢɧɜɟɫɬɨɪɨɜ, ɬɭɪɢɫɬɨɜ ɢ ɦɟɫɬɧɵɯ ɠɢɬɟɥɟɣ.
ɅɂɌȿɊȺɌɍɊȺ
1. ɉɚɧɤɪɭɯɢɧ, Ⱥ. ɉ. Ɇɚɪɤɟɬɢɧɝ ɬɟɪɪɢɬɨɪɢɣ / Ⱥ. ɉ. ɉɚɧɤɪɭɯɢɧ. – ɋɉɛ.: ɉɢɬɟɪ, 2006. – 416 ɫ.
2. Ɋɨɠɤɨɜ, ɂ. ə. ɂɦɢɞɠ Ɋɨɫɫɢɢ. Ɋɟɫɭɪɫɵ. Ɉɩɵɬ. ɉɪɢɨɪɢɬɟɬɵ / ɂ. ə. Ɋɨɠɤɨɜ, ȼ. Ƚ. Ʉɢɫɦɟɪɟɲɤɢɧ. –
Ɇ.: ɊɂɉɈɅ ɤɥɚɫɫɢɤ, 2008. – 368 ɫ.
3. ɑɟɱɭɥɢɧ, Ⱥ. ȼ. ɉɪɨɝɪɚɦɦɵ ɩɪɨɞɜɢɠɟɧɢɹ ɬɟɪɪɢɬɨɪɢɣ ɜ ɫɨɜɪɟɦɟɧɧɨɣ Ɋɨɫɫɢɢ / Ⱥ. ȼ. ɑɟɱɭɥɢɧ // Ɇɚɥɵɟ ɢ ɫɪɟɞɧɢɟ ɝɨɪɨɞɚ Ɋɨɫɫɢɢ ɤɚɤ ɩɪɨɛɥɟɦɧɨɟ ɩɨɥɟ ɝɟɨɛɪɟɧɞɢɧɝɚ. – ȿɤɚɬɟɪɢɧɛɭɪɝ, 2011.
4. Kotler, Ph. Marketing place: Attracting Investment, Industry and Tourism to Cities, States and Nations /
Ph. Kotler, D. H. Haider, I. Rein. – New York, 1993.
5. Kotler, Ph. Broadering the Concept of Marketing / Ph. Kotler, S. Levy // “Journal of Marketing”. January,
1969.
6. Moilanen, T. How to brand nations, cities and destinations / T. Moilanen, S. Rainisto. – Chippenham
(UK), 2009.
7. Panasiuk, A. Marketing uslug turystycznych / A. Panasiuk. – Warszawa, 2005.
8. Szromnik, A. Marketing terytorialny. Miasto i region na rynku / A. Szromnik. – Warszawa, 2010.
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