Разработка системы целевых показателей внедрения концепции сопроизводства в маркетинге территорий

Вестник Южно-Уральского государственного университета. Серия: Экономика и менеджмент. 2018. Т. 12. № 1. С. 160–166.

Sazhina A., Кузменко Ю. Г., Окольнишникова И. Ю.

The article deals with theoretical aspects of the development and implementation of the system of target indicators of the co-production concept in the marketing of territories. The main stages and elements on which the presented system should be based are described. These include: analysis of target markets, analysis of existing and potential types of co-production (volunteering, crowdsourcing, creation of a positive information field, couchsurfing, non-professional excursions and crowdfunding), analysis and systematization of strategic goals for marketing of territories, determining the system of target indicators of co-production, determining the values of target co-production indicators, and development of an algorithm for implementing the suggetsed system of target indicators. Also, the article presents an algorithm for the formation and implementation of the proposed system of target indicators of co-production in the marketing of territories. The algorithm consists of the following four stages: analysis of the existing complex of territory marketing; assessment of the residents’ readiness to support marketing activities in the field of tourism aimed at promoting the territories; implementation of an improved marketing complex, and analysis of the results of implemented activities on co-production in the marketing of territories in the tourism industry. This algorithm can be used by producers of public goods of different levels when planning and implementing marketing activities related to the promotion of territories.

Keywords: маркетинг, marketing, place marketing, жители, residents, маркетинг территорий, Целевые показатели, target indicators, coproduction, сопроизводство, территории