Проблемы внедрения новых технологий управления городами: социально-психологический аспект
This article shows the features of a territorial brand in the Russian Federation in the case of the Republic of Tatarstan. The basic rules for creating regional brands. Much attention is paid to the processes of formation of regional brands and co-branding. Co-branding is one of the most effective methods used in the development and promotion of territorial brands under current conditions. The idea of co-branding is that applying simultaneously of several territorial brands could give significantly greater efficiency and lead to the achievement of desired goals much earlier than their use on a stand-alone basis. The content of the brand "Heritage of Tatarstan", as an important factor to improve the investment climate in the region and listed its main components. Finally, it was concluded that the creation of various urban brands in the Republic of Tatarstan, on the one hand, should highlight the specifics of the respective urban education, and on the other hand, to complement existing regional brands, and in any event not to weaken or destroy them. Brand is an instrument of marketing activity that act to raise marketability of product, services, person, region, organization or idea. However territorial brand describes as a complex of developed images about corresponded region in people's minds, confirmed by personal characteristics of this region in different areas. The basic formula reflecting the identity of the brand, the attractiveness of the region's image, as well as the structure of performance branding areas. Enumerated constituents of necessary for an effective territorial brand. Outlines the main stages of the development of the creation of the territorial brands. It is shown that in order to create regional brands serves a steady increase in investment, as well as tourist and recreational attractiveness of the relevant territorial unit. Finally, it was concluded that the formation of regional brands is becoming an important factor in regional development, contributing to the growth of both economic and social performance of their operations, improve the quality of life of the population living in them.
In recent years Russia has witnessed rapid growth of the service sector. This trend is also obvious in the hospitality industry which is characterized by quantitative growth as well as by significant changes in strategic behaviour of market actors Such development is largely due to the recent entrance of international hotel chains, with their extensive experience in marketing However, even the most well-known international hotel operators face a number of problems in implementation their strategy due to the peculiarities of the Russian institutional environment. In the article the main trends in the Russian hospitality industry are examined, marketing strategies of international hotel chains and main challenges facing hotel chains in Russia are described.
In the article the authors examine the territorial marketing as a strategic management process, the importance of which is growing in the modern economic environment. A variety of geographical areas, such as cities, regions and countries can become objects of the territorial marketing. Marketing activities aimed at improving the competitiveness of the territory are similar to marketing campaigns of commercial organizations, as the territory is seen as an object of potential investment. The authors conducted a comparative analysis of different approaches to designing a marketing strategy for the development of the city and chose the most effective one of all the alternatives considered. The activities connected with creating the city image within the investment climate improvement program of Nizhny Novgorod region were assessed. The results of the research show that there is a piecemeal approach to the creation of a marketing strategy for the city development. The authors decided to develop a program aimed at creating Nizhny Novgorod image. At the first stage, there was conducted a quantitative study to determine the attitude of Nizhny Novgorod residents to their native city. The number of residents surveyed was 2,500. The survey revealed fuzzy positioning of the city. The authors have chosen the marketing infrastructure as the main marketing strategy of Nizhny Novgorod. The essence of this strategy is to increase the degree of civilization of market relations in the selected area. The main objective is the development of local infrastructure in order to improve the standard of living and working conditions. Extension of the underground network, a growing number of sports facilities, increased housing construction, as well as new transport links in Nizhny Novgorod region make marketing infrastructure a promising direction of the area development.
What had been considered the East has changed, and the same has happened to the West. Today, all of the world's economies are interdependent, meaning that the East is dependent on the West, and vice versa. In this interconnected world, the transitional economies of Central and Eastern Europe are experiencing diverse challenges. First, they need to define their own place in regard to the relationship between east and west, which affects their marketing strategies, positioning and targeting. Second, they need to understand the interdependence between the East and West, specifically understanding consumers on both sides, as well as suppliers and other important stakeholders. Finally, they need to become fully integrated into the new world by offering innovative and competitive solutions. In these ways, companies operating in Central and Eastern Europe have the opportunity to explore and use the best from both worlds and to position themselves as a knowledge bridge between the East and West, at that unique place where the East kisses the West. Companies from CEE have the opportunity to become global leaders by reconciling collaborative expertise obtained from their position as a bridge between the two worlds.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
We address the external effects on public sector efficiency measures acquired using Data Envelopment Analysis. We use the health care system in Russian regions in 2011 to evaluate modern approaches to accounting for external effects. We propose a promising method of correcting DEA efficiency measures. Despite the multiple advantages DEA offers, the usage of this approach carries with it a number of methodological difficulties. Accounting for multiple factors of efficiency calls for more complex methods, among which the most promising are DMU clustering and calculating local production possibility frontiers. Using regression models for estimate correction requires further study due to possible systematic errors during estimation. A mixture of data correction and DMU clustering together with multi-stage DEA seems most promising at the moment. Analyzing several stages of transforming society’s resources into social welfare will allow for picking out the weak points in a state agency’s work.