Regional Marketing Implementation Structure within the Formation of the Region’s Ecosystem

The concept of ecosystems is becoming more and more popular and has its uses not only in business, but also in public management, both in the country and in individual regions. This is actively facilitated by the development of digital technologies and their introduction into production and private life. The article is devoted to the development of a model of the ecosystem of a region. The tasks of the study have been to systematize theoretical approaches to regional management, to define the essence of the ecosystem approach, to analyze the possibility of its application in domestic practice of regional management based on studying the experience of its application in domestic business, to analyze the economic prerequisites for the concept of the ecosystem of a region on the example of the Southern Federal District of the Russian Federation (SFD), to develop a model of the ecosystem of a region. The main research methods have been structural-logical, system-logical, bibliographic, and statistical analyses. The theoretical foundation of the approaches to region management has been analyzed; the authors’ concept of the ecosystem approach within the framework of public management has been formed. The expediency of using the concept of an ecosystem within the framework of regional management has been substantiated on the basis of an analysis of several economic indicators of the development of the SFD and its constituent entities. As a result of bibliographic analysis, four main research discourses of the ecosystem concept have been identified including a business ecosystem, a platform-based ecosystem, and a regional ecosystem. A model of the ecosystem of a region has been formed based on region marketing, the use of its tools, taking into account active digitalization of the country's economy, and the introduction of the ecosystem approach into the practice of domestic business. The given model of the ecosystem of a region has been proposed for analytical studies on public management, the design of marketing strategies and management tactics for socio-economic entities, a region, a macroregion, and a country.