Analysis and strengthening of the marketing position of the region

Abstract

Purpose: the article is devoted to the issues of increasing the efficiency of marketing positioning of territories. Discussion: under the assumption that the potential of the marketing positioning technology is underestimated in the system of regional management, and there are reserves for increasing the efficiency of promoting the constituent entities of the Russian Federation in target markets, the author proposes to use content analysis and benchmarking of the thematic sites of the regions to identify the attributes of attractiveness and highlighting successful positioning practices in order to form the directions of marketing transformation of the region’s position. Results: the author substantiated the need to use approaches to positioning territories differentiated by target audiences and generalized the leading attributes of the positioning of the subjects of the Central Federal District (CFD). In article the successful practices of positioning the region has been highlighted and directions of improving the content and symbolic base of tourist portals as one of the main communication links in the system of the region’s movement have been developed. The findings and assessments can be used to refine regional marketing strategies.