THEORETICAL AND METHODOLOGICAL FOUNDATIONS FOR EVALUATING THE EFFECTIVENESS OF TERRITORY POSITIONING

Abstract

Based on the results of our research, we believe that the essence of positioning a territory is a set of efforts aimed at adapting it to the requirements of target market segments. When positioning a territory, use such characteristics that are important for business entities, investors, residents, or persons who are interested in this territory, and which they are guided by when making their choice. Under the economic attractiveness of the territory, it is advisable to understand the totality of the results of financial and economic activity of the economic complex of the territory and its economic potential. The economic attractiveness of the territory gives an idea of the economic development of the territory based on objective and subjective characteristics. It is proved that the formation of social attractiveness of the territory should be considered as a process of creating a qualitative state of the living conditions of society, and above all, increasing the level of its social well-being. Attractivity in the context of forming the attractiveness of the territory is considered as a symbiosis of appropriate household (comfortable) conditions for the life of the population and a clean environment, on the other hand, the existence of a favorable business environment that ensures the efficiency of business activities and creates the basis for meeting the various needs of society. The implementation of the territory positioning concept is based on activities aimed at identifying unique characteristics of the territory that allow attracting additional resources for their functioning and attracting the attention of potential investors. The attractiveness of territories under this concept is determined by their unique characteristics. The effectiveness of measures for positioning a territory (country, region, ah) can be determined using appropriate assessments of its effectiveness. Note that efficiency will be understood as the ratio between the results obtained and the costs (resources) for obtaining these results. When evaluating the effectiveness of territory positioning, we consider comparing the costs that are spent with the results of the positioning procedure. Estimating the cost-effectiveness of territory positioning is significantly complicated. This is because the results of this process (image creation, brand promotion, business reputation formation) are expressed not so much in monetary or value-form, but have an intangible effect. It is proved that the results of positioning the territory should be considered as an intangible asset that has its value.