THEORETICAL FUNDAMENTALS OF CITY TERRITORY DEVELOPMENT MANAGEMENT

Анотація

The article substantiates the use of marketing technologies in the development of social projects. The effectiveness of social designing is determined by the correct setting of goals, development of possible scenarios, the choice of optimal methods of influencing social behavior. It is proposed to conduct a qualitative and quantitative study that will formulate the questionnaire and analyze the views of potential consumers and experts (those who can produce social services). The portrait of the consumer, which is a classic marketing tool, is considered. For convenience, the scheme "portrait profile" with the following columns: needs and desires, pain and problems, age, gender, hobbies, income level, attributes, leisure, etc. The portrait of the consumer is especially relevant for the creation of a social product, when you need to segment the audience, make a description of the target audience and identify potential audiences. An important stage of social designing is the analysis of niches. Needs and Gaps is a decision aid to evaluate the attractiveness of new service ideas. In addition to determining the overall level of acceptability of new services, it also gives an idea of their "suitability for the mass market" so that their chances of success can be assessed more carefully. The quality deficit zone contains characteristics that are of high and above average importance for consumers and at the same time low or below average satisfaction. The area of satisfied needs includes characteristics that have high and above average importance for consumers and at the same time high / above average satisfaction. When it comes to public-private partnership in the implementation of a social project, it is proposed to use tools that will determine the pricing policy. The peculiarities of using the Price Sensitivity Meter (PSM) methodology for the analysis of a social project are considered.

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