Концептуальні основи та прикладні аспекти маркетингу інфраструктури територій в контексті розвитку громад (проєктний підхід)*
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Дата
2024
Назва журналу
Номер ISSN
Назва тому
Видавець
Анотація
Маркетинг відіграє ключову роль у розвитку інфраструктури, оскільки визначає способи, якими інфраструктурні проєкти сприймаються, приймаються та використовуються громадськістю, урядом і бізнесом. Метою дослідження є визначення концептуальних основ маркетингу інфраструктури та розгляд практичних аспектів їх впровадження. Розвиток інфраструктури розглянуто в рамках концепції просторової економіки, що вивчає взаємозв'язок між економічною діяльністю та просторовими аспектами, такими як місцезнаходження, територіальні взаємодії, регіональний розвиток і використання ресурсів. Маркетинг інфраструктури визначено як стратегічний підхід до просування та управління інфраструктурними проєктами з метою привертання уваги, залучення інвестицій та забезпечення підтримки громадськості та зацікавлених сторін. Цілі маркетингу інфраструктури полягають у створенні та забезпеченні ефективного використання інфраструктурних ресурсів для досягнення стратегічних цілей територіального розвитку. Маркетинг інфраструктури спрямований на підвищення якості життя та ефективності економічного розвитку через оптимальне використання інфраструктурних можливостей та ресурсів.
The relevance of infrastructure development and the search for organizational and economic mechanisms is an integral part of modern economic development. Infrastructure is defined as the basis for the functioning of the economy and society in general, including transport, communications, energy, housing and communal services and other areas. In order to ensure sustainable economic growth and increase competitiveness, it is necessary to constantly improve and develop the infrastructure. Marketing plays a key role in infrastructure development as it determines the ways in which infrastructure projects are perceived, accepted and used by the public, government and business. This is important to ensure successful implementation and efficient use of infrastructure facilities. Marketing strategies help attract investment in projects, collect feedback from stakeholders, produce effective communication campaigns to raise awareness and support projects, and ensure high-quality infrastructure services. This approach helps to ensure the stability and sustainability of infrastructure facilities and contributes to their successful integration into the economy and society. The purpose of the study is to determine the conceptual foundations of infrastructure marketing and consider the practical aspects of their implementation. Infrastructure development is considered within the framework of the concept of spatial economics, which studies the relationship between economic activity and spatial aspects such as location, territorial interactions, regional development and resource use. Infrastructure marketing can be defined as a strategic approach to the promotion and management of infrastructure projects in order to attract attention, attract investment, and ensure public and stakeholder support. The goals of infrastructure marketing are to create and ensure the effective use of infrastructure resources to achieve the strategic goals of territorial development. This includes attracting investment to build and maintain infrastructure, creating a favorable environment for business and citizens' livelihoods, ensuring the competitiveness of the territory as a place of residence and business development, as well as promoting sustainable development, including economic, social and environmental sustainability. Thus, infrastructure marketing is aimed at improving the quality of life and the efficiency of economic development through the optimal use of infrastructure opportunities and resources.
The relevance of infrastructure development and the search for organizational and economic mechanisms is an integral part of modern economic development. Infrastructure is defined as the basis for the functioning of the economy and society in general, including transport, communications, energy, housing and communal services and other areas. In order to ensure sustainable economic growth and increase competitiveness, it is necessary to constantly improve and develop the infrastructure. Marketing plays a key role in infrastructure development as it determines the ways in which infrastructure projects are perceived, accepted and used by the public, government and business. This is important to ensure successful implementation and efficient use of infrastructure facilities. Marketing strategies help attract investment in projects, collect feedback from stakeholders, produce effective communication campaigns to raise awareness and support projects, and ensure high-quality infrastructure services. This approach helps to ensure the stability and sustainability of infrastructure facilities and contributes to their successful integration into the economy and society. The purpose of the study is to determine the conceptual foundations of infrastructure marketing and consider the practical aspects of their implementation. Infrastructure development is considered within the framework of the concept of spatial economics, which studies the relationship between economic activity and spatial aspects such as location, territorial interactions, regional development and resource use. Infrastructure marketing can be defined as a strategic approach to the promotion and management of infrastructure projects in order to attract attention, attract investment, and ensure public and stakeholder support. The goals of infrastructure marketing are to create and ensure the effective use of infrastructure resources to achieve the strategic goals of territorial development. This includes attracting investment to build and maintain infrastructure, creating a favorable environment for business and citizens' livelihoods, ensuring the competitiveness of the territory as a place of residence and business development, as well as promoting sustainable development, including economic, social and environmental sustainability. Thus, infrastructure marketing is aimed at improving the quality of life and the efficiency of economic development through the optimal use of infrastructure opportunities and resources.
Опис
Ключові слова
маркетинг інфраструктури, громади, інновації, інфраструктурні проєкти, infrastructure marketing, communities, innovations, infrastructure projects
Бібліографічний опис
Омельяненко, В. Концептуальні основи та прикладні аспекти маркетингу інфраструктури територій в контексті розвитку громад (проєктний підхід) [Текст] / В. Омельяненко, О. Омельяненко, Я. Мірошніченко // Цифрова економіка та економічна безпека : науково-практичний журнал / Причорноморський науково-дослідний інститут економіки та інновацій, Сумський державний педагогічний університет імені А. С. Макаренка ; [гол. ред. О. Ю. Кудріна, редкол.: В. В. Божкова, В. І. Борщ, Н. М. Вдовенко та ін.]. – 2024. – №2 (11). – С. 123–130. – DOI: https://doi.org/10.32782/dees.11-19