The role of marketing in increasing competitiveness of the region

Abstract

Managing the competitiveness of territories and their promotion is becoming more and more relevant because competition between regions is increasing, and there is no conceptual, integrated approach to this issue. The problem of promoting territories is much broader than the problem of image; it is the problem of regional competitiveness. But before starting to promote territories, it is necessary to create a marketing territorial product that will allow us to understand what exactly we want to sell, in which markets we can have advantages over other regions, how we can retain the existing population and attract new ones, and develop a concept of long-term competitive development. After developing the product, you can start creating the image of the region. The competitiveness of the territory is very important, because now people are very mobile and if they do not have positive associations with the territory where they live, they can change it. This will primarily affect young, promising and good specialists, as they will be in demand in other places as well. The article discusses the main directions of digital marketing development and the new opportunities that it provides. Digital technologies are becoming more and more popular and provide new opportunities for collecting information and implementing marketing communications, which require development in the modern world. In this paper, much attention is paid to the analysis of modern marketing technologies used in developed countries in similar markets, and the possibilities of their application in the Krasnoyarsk region are considered. The purpose of the research is to try to develop a marketing product - the territory of the Krasnoyarsk region and offer some measures to promote this territory and form its positive image.