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Роль pr-технологий в формировании и поддержании имиджа компаний в сфере общественного питания в РФ: региональный опыт
The identified global trends in the development of the company's image in the public sector
healthy nutrition contribute to the promotion of companies with a positive
network image, characterized by omnichannel, the possibility of personal
offer, expertise in relation to products sold, ready-
willing to change in line with the values of their customers. Authors
article, an analysis was made of the processes of formation and maintenance of the company's image
in the field of public catering in the Russian Federation. Tyumen was chosen as the base city of
following, and the bakeries of St. Petersburg were added to the study for comparison as
leader in terms of the highest density of bakeries per capita among
Russian million-plus cities. The analysis was carried out in 4 directions: subjects
promotions, image promotion tools, Internet promotion channels and
marketing elements. The presented analysis led to the conclusion that
a more competitive market stimulates catering enterprises to
changing the maximum number of tools for creating and maintaining the necessary
image and channels used for this. The evaluation of the effectiveness of the
use of PR-technologies in the studied area led to the conclusion that for the effective
effective implementation of PR, you need to have an idea of current and prospective
inquiries of local consumers and to focus on them in the short term
period, as well as the needs of consumers of a larger agglomeration can be researched
to identify the prospects for expanding the needs of local consumers,
building a PR policy for the long term.