Сегментация в маркетинге жителей российских городов
The purpose of the study - identification and systematization of factors of place attractiveness for inhabitants (quality of local life). Research method is a survey of the population of the five cities of the Republic of Karelia. The most important results and conclusions of the study: place attractiveness depends on both objective factors of the local environment and the perceptions of local population. Perception, in turn, is formed by the existing local way of life.
In Chap. 5, Aleksandra Khamadieva presents a “Development of a methodology for measuring the residents’ utility within place marketing”. Focusing on the important target group of residents, the author investigates which factors are most important for a place and how those can be measured. These questions become even more complicated in the context of interregional marketing and branding strategies, as two or more regions can unite in order to establish one strong place brand. The author therefore strives to explain the importance of researching this issue and proposes possible approaches.
Residential satisfaction with opportunities for living usual lifestyle is an important place attractiveness factor. The empirical study demonstrates a relationship between evaluations of attributes profiles of five Russian towns and attractiveness of these towns which is measured by spatial behavior indicators.
In this essay the authors present the results of a Moscow railway terminal study as an example of “non-place,” when presence in the space can be reduced to the amount of time spent passing through it. Using Viacheslav Glazychev’s concept of urban environment quality, the Kazan’ Railway Station environment was evaluated through observation. The methodological foundations for observations of urban space and city interactions are discussed as well. In conclusion, we suggest that the transitory nature of railway station space is characterized by poor environment quality.
The article defines the importance of studying the residents’ equity in place marketing. Several current approaches to determining the residents’ equity are highlighted. In conclusion, the approach to determining the residents’ equity in place marketing is stated.
Place attractiveness is considered as a combination of its ability to attract new residents, retain existing residents, and promote the natural growth of the population and settling of the natives. The complex category reflects residential satisfaction, on the one hand, and efficiency of place marketing, on the other. Being measured through spatial behavior indicators, it creates the opportunity for market segmentation on the theoretical level.
Purpose – This paper aims to develop a theoretical approach to place market analysis that aims to identify the ways in which specific places are used and to further enable the identification of distinct segments and products. Design/methodology/approach – Typology construction was chosen as the main study method. Eight polar place demand patterns were classified on the abstract level, using a set of binary variables of spatial behaviour (migration, natural growth and settling). Based on this typology, eight abstract places were deductively described. In conjunction with this deductive study, the authors conducted focus groups, and the results showed considerable similarity in the interpretation of the achieved types. Findings – This paper arrives at interdependent typologies of place demand, place product and place use patterns that allow the ways of using specific places to be identified and distinctive segments and products to be distinguished as particular, consistent combinations of the achieved types. Practical implications – The typologies obtained expand the scope of competitive analysis and planning in framing place marketing. Distinct uses of specific places unambiguously point to the features of certain segments and could thereby enable a lucid marketing strategy. Originality/value – Empirically driven place market research has not precisely defined the distinct ideas and concepts of investigated places, which might reflect the different segments of the population that have different intentions for the use of these places. This paper offers important insights into product differentiation and market segmentation in the frame of simultaneous product use. © 2015, Emerald Group Publishing Limited.