EXPORT OF ALTAI PRODUCTS AS A COMPONENT OF THE REGION'S IMAGE

The article is devoted to assessing and identifying the problems of mutual influence of export activities and the image of the region, manifested through the influence of the image of the region on the prospects for the development of export activities and export activities on the image of the region. The relevance of the problem is connected with the need to strengthen the export positions of the Altai Territory in order to ensure the growth of its image in foreign markets. The authors have studied and evaluated the dynamics and structure of exports as a factor that has a significant impact on the image of the Altai Territory, identified possible areas of activity to improve its image in foreign markets, which, in turn, can positively affect the intensification of export activities. The growth of exports of Altai Krai products to foreign markets, the increase in its competitiveness, as well as the constantly changing market conditions update the study of the components of the image of the exporting region, require monitoring of the factors that determine it, taking into account the changing preferences of importers. As a result of theoretical studies of the problems of the image of the region, export activity, supported by analytical calculations of the dynamics and structure of exports of the main commodity groups of products of the Altai Territory in 2016-2020, the authors came to the conclusion that exports on the image of the region and the image on the prospects for the development of exports, the need to search ways to improve the effectiveness of mutual influence, based on the unique characteristics of the region.