Marketing analysis in the region’s competitiveness system

The issues of necessity and possibility of using the marketing analysis as the basis for the region’s competitiveness assessment have been studied. The different points of view on the essence and content of the concepts of «region’s competitiveness», «regional marketing», which allowed to draw conclusions about the features of this type of marketing and made it possible to show the relationship of competitiveness and the process of marketing analysis. Marketing activity is considered as one of the main tools to improve it. The authors propose an algorithm for assessing the competitiveness of the region. The study showed that the relationship between the competitiveness of the region and the components of the foundations of its analysis should be based on the identification of the purpose of its achievement,the factors of its provision, the tools of its improvement, the main and additional indicators of its analysis and the results of its provision. In this regard, the factors that ensure the competitiveness of the region, which are the geographical parameters, external and internal conditions for the implementation of business activities of commodity producers of the territory itself are identified. Besides, the authors substantiate the need to identify the studied regions by the main economic, social, demographic and other indicators of development. A number of marketing indicators with respect to specific regions under study are highlighted as an analysis. The level structure of absolute and relative competitive advantages of the territory is determined and the final result - the image improvement is justified.

аймақ, бәсекеге қабілеттілік, бағалау, маркетингтік талдау, аймақтық маркетинг, құралдар, көрсеткіштер, факторлар, артықшылығы, регион, конкурентоспособность, оценка, маркетинговый анализ, региональный маркетинг, инструменты, показатели, факторы, преимущества, region, competitiveness, assessment, marketing analysis, regional marketing, marketing indicators, factors, advantages

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