FORMATION OF THE MARKETING ENVIRONMENT OF TERRITORIAL COMMUNITIES

Анотація

The article is devoted to the study of the formation of the marketing environment of territorial communities of Ukraine as a key factor in their sustainable development and increasing investment attractiveness. The transformation of the marketing concept from commercially oriented models to socially oriented strategies integrated into the concept of sustainable development is analyzed. The need to take into account the internal resources of the community, infrastructure, cultural heritage and the involvement of external stakeholders to create a synergistic effect is emphasized. The evolution of the administrative-territorial structure of Ukraine is separately highlighted: from the creation of the first united territorial communities in 2018 to the completion of the process of forming 1469 communities in 2020. The features of marketing of territories and communities as a tool for increasing competitiveness, investment and tourist attractiveness, as well as ensuring social cohesion of residents are considered. Specific tasks for newly formed communities are highlighted, including the formation of a community of stakeholders and comprehensive strategic development planning. Key components of the marketing environment are presented: the territory as a "good", a recreation and leisure area, a service provider, a harmonious environment for residents and the identity of the territory. The article emphasizes that an effective marketing environment of a community integrates resources, communications and investment potential, which ensures socioeconomic growth, attractiveness for investors and comprehensive development of the territory. Keywords: marketing environment, territorial community, economic growth, investment attractiveness, community, territory, investment potential.

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