Marketing of Cultural Services: Social and Cultural Challenges of the Region

Abstract

— The article presents modern approaches to the implementation of the socio-cultural policy of Russia in the regional aspect and the results of marketing research into the process of consumption of cultural services to understand the current challenges facing the regional system of cultural institutions and directions of the transformation of their activities. Transformation of needs of the population in socio-cultural and leisure activities, changes in the traditional way of everyday social practices, everyday life, professional activities of citizens, form new directions of development for cultural institutions. These are the issues of ensuring a successful recreational and educational function, applying new methods and tools for working with consumers, and updating the material and technical base and range of services. Among the expected and actively implemented in other sectors of the economic transformation of services can be digital technologies, strict orientation to a particular consumer segment, development of approaches and mechanisms of the economy of impressions. The promotion of the mentioned vectors of development of cultural services in the regional branched out system of institutions will determine the success of the implementation of the socio-cultural strategy of the geopolitically important region and the country as a whole.