Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference "Connect-Universum – 2018"最新文献
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/20
Dean Kruckeberg, K. Tsetsura
{"title":"A voyage into uncharted waters: societal implications of today's global media environment","authors":"Dean Kruckeberg, K. Tsetsura","doi":"10.17223/9785946218597/20","DOIUrl":"https://doi.org/10.17223/9785946218597/20","url":null,"abstract":"","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121015503","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/15
Sophia E. Devyashina, N. A. Karnaukhova
{"title":"Place branding as a tool for the construction of the public and symbolic capital of the region","authors":"Sophia E. Devyashina, N. A. Karnaukhova","doi":"10.17223/9785946218597/15","DOIUrl":"https://doi.org/10.17223/9785946218597/15","url":null,"abstract":"","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121667462","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/25
R. A. Musaeva
Today, the problem of the enterprise's competitiveness is more urgent than ever for the national economy and for its economic entities enterprises. It is important to determine what extent the enterprise is competitive with other entities in this market, since a high degree of competitiveness is a guarantee of obtaining high economic indicators in the current market conditions, and have a strategic goal of achieving a level that would help it survive in a tough competitive environment. In this regard, the article describes the role of marketing strategy in the development of the enterprise and outlines the main problems associated with the competitiveness of the enterprise. The external and internal factors that are the most popular among modern economists are considered. The modern competitive environment is a complex and dynamically changing system, which necessitates the continuous improvement of methods for managing the competitiveness of enterprises. In this paper, we also discuss in detail the basic concepts of strategic marketing and its use to enhance the competitiveness of the enterprise and the country as a whole. In this regard, the main functions and tasks of strategic marketing are researched and a system of interethnic relations between models of strategic marketing and enterprise competitiveness is proposed. The proposed system allows classifying the methods of quantitative solution to ensure competitiveness. The main points of how a marketing strategy should be carried out are also given.
{"title":"The impact of strategic marketing on enterprise competitiveness","authors":"R. A. Musaeva","doi":"10.17223/9785946218597/25","DOIUrl":"https://doi.org/10.17223/9785946218597/25","url":null,"abstract":"Today, the problem of the enterprise's competitiveness is more urgent than ever for the national economy and for its economic entities enterprises. It is important to determine what extent the enterprise is competitive with other entities in this market, since a high degree of competitiveness is a guarantee of obtaining high economic indicators in the current market conditions, and have a strategic goal of achieving a level that would help it survive in a tough competitive environment. In this regard, the article describes the role of marketing strategy in the development of the enterprise and outlines the main problems associated with the competitiveness of the enterprise. The external and internal factors that are the most popular among modern economists are considered. The modern competitive environment is a complex and dynamically changing system, which necessitates the continuous improvement of methods for managing the competitiveness of enterprises. In this paper, we also discuss in detail the basic concepts of strategic marketing and its use to enhance the competitiveness of the enterprise and the country as a whole. In this regard, the main functions and tasks of strategic marketing are researched and a system of interethnic relations between models of strategic marketing and enterprise competitiveness is proposed. The proposed system allows classifying the methods of quantitative solution to ensure competitiveness. The main points of how a marketing strategy should be carried out are also given.","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"121 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123074750","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/13
Dmitry Gavra
The paper examines the factors changing the global paradigm of competition between places and cities in the information and networked society. Three groups of factors are determined: (1) the transformation of the global paradigm of civilization confrontation, (2) glocalization in all many-valued inconsistencies of this process, and finally (3) the digital-interactive revolution and the Web-generated social. The second part of the presentation is devoted to the challenges posed by the digital transformation of social structures for place marketing and city branding. Based on the concepts of economics of attention and critical digitalism, the author shows how the network environment changes the communicative practices of the place. A structural model of new power digital actors for a megacity / region is proposed. This includes traffic monopolists, network elites and network brands. The possible directions of communication logistics of a place in interrelation with these actors of network power practices are shown.
{"title":"New power relations in the digital attention economy as a challenge to place and city branding","authors":"Dmitry Gavra","doi":"10.17223/9785946218597/13","DOIUrl":"https://doi.org/10.17223/9785946218597/13","url":null,"abstract":"The paper examines the factors changing the global paradigm of competition between places and cities in the information and networked society. Three groups of factors are determined: (1) the transformation of the global paradigm of civilization confrontation, (2) glocalization in all many-valued inconsistencies of this process, and finally (3) the digital-interactive revolution and the Web-generated social. The second part of the presentation is devoted to the challenges posed by the digital transformation of social structures for place marketing and city branding. Based on the concepts of economics of attention and critical digitalism, the author shows how the network environment changes the communicative practices of the place. A structural model of new power digital actors for a megacity / region is proposed. This includes traffic monopolists, network elites and network brands. The possible directions of communication logistics of a place in interrelation with these actors of network power practices are shown.","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"392 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123390838","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/46
Marta Hereźniak
{"title":"Creating place brand experience in the online environment: challenges, methods, best practice","authors":"Marta Hereźniak","doi":"10.17223/9785946218597/46","DOIUrl":"https://doi.org/10.17223/9785946218597/46","url":null,"abstract":"","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131887882","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/9
M. Bychkova
{"title":"Cultural and historical complex the Golden Whip: the ninth wonder of the world as the basis for the brand of the great Mongolian state","authors":"M. Bychkova","doi":"10.17223/9785946218597/9","DOIUrl":"https://doi.org/10.17223/9785946218597/9","url":null,"abstract":"","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116569807","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/7
Sandra L. Braun
. Ancestral tourism is a rapidly-growing sector of the tourism industry with the current wave of interest in genealogy. This is a case study report examining the untapped potential for ancestral and diasporic tourism in digital place brand management. A diaspora was selected, the German diaspora of 1863 – 1900, and a major migration route was identified (Baden-Wurttemberg, to Central Poland, to Western Ukraine, to South Russia). Tourism websites for those regions were identified through Google search and search engine optimization. Online content of the tourism websites was examined for appeal and target marketing to the German diasporic market, representing some 70 million people worldwide with key markets in the United States, Canada and South America. The majority of tourism websites along this migratory route are not tapping this particular heritage market (nor any other diasporic market with the exception of the Jewish diasporic market and, even then, minimally), nor are they addressing this market on their tourism websites in their digital footprint. These market needs are largely being met by private individuals and by small, privately-owned, custom tour and genealogical services-oriented sites. Further research could confirm this trend along other migratory routes, or with other diasporic markets, likely unveiling a market potential. Further research could also test for message effectiveness, and also the effects of technology on visits/repeat visits by descendants to their ancestral sites.
{"title":"Ancestral and diasporic tourism: an untapped potential","authors":"Sandra L. Braun","doi":"10.17223/9785946218597/7","DOIUrl":"https://doi.org/10.17223/9785946218597/7","url":null,"abstract":". Ancestral tourism is a rapidly-growing sector of the tourism industry with the current wave of interest in genealogy. This is a case study report examining the untapped potential for ancestral and diasporic tourism in digital place brand management. A diaspora was selected, the German diaspora of 1863 – 1900, and a major migration route was identified (Baden-Wurttemberg, to Central Poland, to Western Ukraine, to South Russia). Tourism websites for those regions were identified through Google search and search engine optimization. Online content of the tourism websites was examined for appeal and target marketing to the German diasporic market, representing some 70 million people worldwide with key markets in the United States, Canada and South America. The majority of tourism websites along this migratory route are not tapping this particular heritage market (nor any other diasporic market with the exception of the Jewish diasporic market and, even then, minimally), nor are they addressing this market on their tourism websites in their digital footprint. These market needs are largely being met by private individuals and by small, privately-owned, custom tour and genealogical services-oriented sites. Further research could confirm this trend along other migratory routes, or with other diasporic markets, likely unveiling a market potential. Further research could also test for message effectiveness, and also the effects of technology on visits/repeat visits by descendants to their ancestral sites.","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"65 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132697187","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/10
Asya F. Veksler
{"title":"The Green Ring of Russia project as a new approach to the place identity of russian natural areas","authors":"Asya F. Veksler","doi":"10.17223/9785946218597/10","DOIUrl":"https://doi.org/10.17223/9785946218597/10","url":null,"abstract":"","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114825967","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/21
O. V. Kruteeva
{"title":"Prospects of blockchain technology in the economic development of a place","authors":"O. V. Kruteeva","doi":"10.17223/9785946218597/21","DOIUrl":"https://doi.org/10.17223/9785946218597/21","url":null,"abstract":"","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"74 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126174705","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.17223/9785946218597/29
Anna Polisuchenko
{"title":"Virtual tours and augmented reality in modern travel journalism","authors":"Anna Polisuchenko","doi":"10.17223/9785946218597/29","DOIUrl":"https://doi.org/10.17223/9785946218597/29","url":null,"abstract":"","PeriodicalId":268201,"journal":{"name":"Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference \"Connect-Universum – 2018\"","volume":"2012 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127387512","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Digital Place Brand Management : Global and Local Aspects : The Collection of Materials of the 4th International Transdisciplinary Scientific and Practical WEB-Conference "Connect-Universum – 2018"
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