№ 7/2022

Ekon Ukr. 2022 (7): 67–88https://doi.org/10.15407/economyukr.2022.07.067

PROBLEMS OF REGIONAL DEVELOPMENT AND DECENTRALIZATION

УДК 332.146.2:336.027:352

JEL: F02, O18, R10

OLEKSYUK Hanna¹, KHROMYAK Yosyf², POPADYNETS Nazariy³

¹Educational-Scientific Institute of Entrepreneurship and Perspective Technologies of the Lviv Polytechnic National University
OrcID ID : https://orcid.org/https://orcid.org/0000-0002-3180-4664
²Scientific-Educational Institute of Enterprise and Advanced Technologies of Lviv Polytechnic National University, Research ID : http://www.researcherid.com/rid/
OrcID ID : https://orcid.org/https://orcid.org/0000-0003-3136-4301
³Educational-Scientific Institute of Entrepreneurship and Perspective Technologies of Lviv Polytechnic National University, Research ID : http://www.researcherid.com/rid/R-6226-2017
OrcID ID : https://orcid.org/https://orcid.org/0000-0002-7556-6135

MARKETING STRATEGY AS A TOOL FOR IMPLEMENTATION OF THE STRATEGIC PLAN FOR THE DEVELOPMENT OF TERRITORIAL COMMUNITIES

The main approaches to strategic planning in territorial communities of Ukraine were studied on the basis of individual strategic plans for their development in Volyn, Ivano-Frankivsk, Lviv and Ternopil regions. The general trends of strategic planning in territorial communities, some imperfect approaches to the formation of the main, operational goals and tasks of strategies are determined.
Today, a new objective reality emerged – military actions and reconstruction of the country after the victory. Tackling this challenge requires the change in methodological approaches to comprehensive economic and spatial planning in territorial communities based on the adopted new legislation and normative regulation. The need for the formation of effective tool for the implementation of strategies regarding the application of detailed mechanisms for achieving goals and fulfilling the tasks of planned scenarios and the general vision of community development is substantiated. A methodological approach to the development of marketing strategies for territorial communities is proposed as a tool for the implementation of strategic plans for their development, taking into account particularly the changes caused by the requirements of the post-war period. Marketing-based management of territorial communities, which should involve evaluating the perception of the "territorial community" product by various target groups (population, business, visitors, investors), will be more effective when considering the peculiarities of the functioning of each group as a specific consumer segment of community services. A draft scheme has been formed, according to which territorial communities can develop and adopt a marketing strategy as one of the documents in the general complex of conceptual, spatial, strategic planning, which will ensure a greater definition of development directions in terms of target audiences, indicating real tools, mechanisms, programs for the implementation of tasks and measures for strategic development of territorial communities in certain time frame.

Keywords:strategic plan for the development of territorial communities; marketing strategy of territorial communities; tools of regional and territorial marketing; strategic and operational goals; marketing of territories; problem-priority approach; socio-economic development.

Article original in Ukrainian (pp. 67 - 88)

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The article was received by the Editorial staff on May 12 , 2022

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