home Magazine Coursework analysis of country marketing and city marketing: general and specific. Start in science Comparison of country and city marketing

Coursework analysis of country marketing and city marketing: general and specific. Start in science Comparison of country and city marketing

The image of the country at the level of everyday psychology

To identify the image of the country in the minds of the population, that is, at the level of everyday psychology, a number of established characteristics and parameters are used: symbols, features of the nation’s mentality, its culture, negative aspects of life support, communication obstacles. What does modern Russia look like in the everyday consciousness of ordinary residents of other countries? According to the results of a survey conducted in 1998 by the magazine "Around the World" with the participation of foreign correspondents, the collective image of Russia in the eyes of residents of the USA, France, South Africa, Japan and Australia consists of: vodka, cold, borscht, economic crisis, poverty, gloomy moods, queues, McDonald's scattered here and there, where, supposedly, you can only buy something for dollars. Many foreigners would not mind drinking with Russians, but they would definitely not want to live in Russia. It turns out that, according to some, Lenin has already been removed from the mausoleum. The good news is that, according to the foreigners interviewed, bears no longer walk around Red Square. What criteria determine the degree of respect for their country by Russians themselves, and what do they think about their fatherland in this regard? This question is answered to a certain extent by the results of a survey of 2,000 Russians conducted by the Center for Research and Statistics of Science of the Russian Academy of Sciences. Two very significant questions were asked in the context of country marketing:

What, first of all, should a country have in order to command the respect of other states?
What, above all, inspires respect for Russia from other states today?

The results of the study (see diagram in Fig. 1) showed: among the most significant factors, high level prosperity, a high level of development of science and technology, military power, respect for human rights, a highly developed culture and rich natural resources. At the same time, Russia, according to 23% of respondents, is worthy of respect due to its natural resources, 13% noted the military power of the fatherland, including the presence of nuclear weapons, 8% - a large territory and 4% - a highly developed culture. At the same time, almost half (49%) did not find a single factor on which Russia can be respected.
Figure 1. Assessment of Russia’s prestige in the world (% of the number of respondents)

How are they trying to improve the country's image?

Great Britain. Many British people realized that they needed a leader who would improve Britain's image. This is exactly what the new Prime Minister, Labor Tony Blair, who replaced the Conservatives, decided to do. It turned out that this is a political issue. Outdated and ingrained images of the English as conservatives, with a country full of castles, double-decker buses and funny police bobbies, should become a thing of the past under the new Prime Minister's vision. Thatched ancient houses with well-kept gardens and hanging baskets at the entrances should be transformed into multi-storey buildings, and the well-trained guards of Her Majesty Elizabeth the Second, gentlemen in bowler hats hurrying to work in the City, old ladies with poodles and the pomp of parades at the Queen's palace will no longer be considered " symbols" of London, because, according to Labor, they are outdated and look dull. The old image is preventing Britain from spreading its wings and establishing itself as a new powerful power. It is necessary, the authors of the concept believe, to forget about Westminster Abbey and the royal treasury in the Tower as British symbols and focus on the interests of young people. Tony Blair made a decision: to create a committee called "Panel 2000", in which to convene the most fashion designers, artists and public figures. “Their energy and strength are the positive image that Britain needs,” the official statement said. It should be noted that from the day when this decision was made public, criticism and indignation rained down on the government. Concentrating on fashion and youth culture, rather than focusing on the historical past, seemed to most British people, as suggested by the media, to be a bad dream. The prime minister was reminded of the presence of the Spice Girls jumping on stage and the absence of the queen in the official film about Britain, and contacts with youth idols of England who had dubious moral qualities. Without a doubt, changing the image of a country is a very, very difficult task, both externally and internally, which marketing is designed to solve. Romania. Although not so many years ago Romanian resorts attracted a considerable number of tourists, every year fewer and fewer of them come to Romania. The reasons are clear: the hotels are dilapidated and look outdated, the service remains poor, and prices are high. The question arose: why should foreigners go to Romania, which, simply put, they did not see there? Figures in the Romanian tourism business decided to rectify the situation by answering precisely this question and starting by creating a kind of “information springboard.” This is exactly what 36 firms will do, united in the National Association of Conference and Exhibition Organizers (NAOCV). The association has serious opportunities: last year, 160 thousand tourists who visited Romania used the services of its member companies. Travel agencies are determined to break into the global “event market”; include the country in international tourism catalogs, including business tourism, and take part in competitions for hosting international events. The association decided to create its own catalog of events in Romania until 2015, participation in which may be of interest to foreign clients. The trump card for Romania-99 was that, of all European countries, only here it was possible to observe the total solar eclipse of August 11, 1999. This exceptional natural phenomenon served as a good attraction for tourists. The hotels were booked four months before the event. There was a big business in specialty sunglasses. The influx of tourists allowed businesses to earn money Catering, souvenir sellers, etc.

Country competitiveness

Stages of development and main factors. M. Porter defined the competitiveness of a state as productivity, which is understood as efficient use work force and capital and results in national income per capita. He also developed a system of determinants of the competitive advantage of countries, called the “competitive diamond” based on the number of main groups of such advantages. These include:

factor conditions: human and natural resources, scientific and information potential, capital, infrastructure, including quality of life factors;
conditions of domestic demand: quality of demand, compliance with trends in the development of demand on the world market, development of the volume of demand.
related and service industries (clusters of industries): areas of supply of raw materials and semi-finished products, areas of supply of equipment, areas of use of raw materials, equipment, technologies.
strategy and structure of companies, intra-industry competition: goals, strategies, methods of organization, management of companies, intra-industry competition.

According to M. Porter, the development of a country's competitiveness goes through four main stages: movement by factors, movement by investment, movement by innovation and movement by wealth. Porter argues that government policy is important not in itself, but in its impact on the “competitive diamond.” He recommends that the state invest in the creation of factors, primarily developed ones (education, infrastructure, science). Porter especially emphasizes the importance of such a function of the state as improving the quality of domestic demand through the use of tools such as state procurements to create early and complex demand, ensuring procurement procedures that facilitate innovation (eg free testing), not hindering foreign competitors. The state also retains the function of supporting and strengthening clusters (including regional ones), encouraging internal diversification rather than acquisitions, while simultaneously promoting the foreign economic activity of firms. The main thesis, the main recommendation of Porter: Prospective competitive advantages are created not from the outside, but from domestic markets! And marketing Russian territories is needed within them, among other things, so that marketing of Russia as a whole, as a competitive country, can successfully develop. Technologies and assessments. Socio-economic image countries are assessed using a comprehensive indicator of their well-being. This is very significant for migration flows, tourism, etc. According to the modernized methodology of the World Bank, four main indicators are used: the share of GNP per capita, as well as levels of provision of the population with: production resources (fixed assets, roads, buildings); natural resources; by human resourses(level of education). Business image country is characterized by the concept of its competitiveness. To analyze the competitiveness of countries by experts International Institute Management development uses 288 assessment parameters generated on the basis of statistical data and expert reports. The results of this analysis are presented in Figure 2.

Figure 2. World ranking of countries' competitiveness in 2000 (1999). An example of more specific levels of a country’s business image (for individual aspects of business) is the assessment of factors of the country’s investment attractiveness. One of the models for such an assessment, developed by specialists from the American non-governmental Heritage Foundation, is presented in basic terms in the table in Fig. 3. Using this model, the investment attractiveness of the so-called “second echelon” countries was assessed, that is, those that are developing quite quickly and moving towards a state of economic freedom. Unfortunately, Russia was not among the 24 countries that made up the final list. The following developing countries were recognized as the most attractive for investment: Botswana, Indonesia, Israel, Panama, Portugal.

Factors

Indicators

Economic growth rate	Gross Domestic Product Growth
Political stability	The danger of personal stay in the country and coups d'état over the past 10 years
Market size	Per capita gross domestic product and population
Dependence on foreign aid	A sign of an unfree economy, slowdown of reforms, inability to develop
Amount of external debt	Structural orientation of borrowed funds and the share of export revenues for debt servicing
Currency convertibility	Freedom of external currency convertibility and the possibility of repatriation of profits
Currency Strength	Inflationary stability of the currency (relative to a basket of leading world currencies - SDR)
Level of internal savings	The difference between GDP and consumption, optimally 24% of GDP, gives 4-5% GDP growth per year
Level of infrastructure development	Provision of roads, energy, communications and uniformity of their presence

Figure 3. Factors of investment attractiveness of countries Consequences of lowering the country's investment rating. The major rating organizations in the US and UK announced the following bond ratings in October 1996: Russian government: MOODY"S (Moody's Investor Service, USA): Ba2; S&P (Standard and Poor", USA): BB; IBCA (The international Bank Credit Analyst, UK): BB+. The levels of the given ratings corresponded to the ratings of Mexico, Argentina, Hungary. But exactly two years later, Russia’s rating as a borrowing country fell to critical level of the CCC, and no Russian region can be indifferent to this: after all, according to international rules, the rating of any region cannot be higher than the rating of the country as a whole. A decrease in the rating, as a rule, seriously impedes the implementation of projects carried out with raised money, if their guarantors or participants are government agencies. After a decrease in the credit rating, a change in the very nature of foreign investment may occur. Instead of supporting existing Russian companies and the budget through cheap borrowed money, they will be focused on the so-called restructuring of enterprises, that is, investing in the property of bankrupt Russian companies, and in order to reduce the cost of their purchase, creditors usually initiate bankruptcy proceedings. A rating downgrade has an extremely painful effect on the state budget if it is dependent on external borrowings and/or on the domestic government market valuable papers. But an even more dangerous long-term consequence of this may be that the state whose rating has decreased is gradually forced out of the financial market. At the same time, the role of direct investment is increasing and foreign presence is expanding. The country and its regional neighbors. Among the numerous ratings of business attractiveness of countries, special attention should be paid to ratings operating in specific regions of the world. Russia is a Eurasian country and, without a doubt, cannot be indifferent to its perception in the Asian region. In Asia, one of the most qualified organizations operating in this area is the Japan Bud Research Institute (JBRJ). This institute has built ratings for a number of Asian countries, based on the values of country risk as “the risk of impossibility of repaying debts or exporting invested capital due to unfavorable changes in political, economic or social situation in the country" So that Russia can count on expanding technical cooperation with foreign countries and to attract foreign investment on their part, Japanese economists, in particular, recommend focusing on the following factors: the introduction of a simple and transparent taxation scheme; improvement of legislation on foreign investment, production sharing, etc.; compliance with contract discipline; setting industrial policy priorities; differentiation of the role of the central government and the regions; stimulating the return of Russian capital exported abroad, estimated at $120 billion, and the influx of domestic investments in the amount of $30 billion in the hands of the population. Wherein a necessary condition there must be stability in the political situation in the country.

What is already being done

The main conductors of the country’s image abroad are subjects of international spheres: diplomacy, foreign economic activity (including financial sector), tourism, transport, hotel business. Comprehensive program Such activities, unfortunately, do not exist in Russia, although individual actions in this direction are carried out, in particular, in relations with the World Bank and other financial institutions in connection with the implementation of certain financial, credit, and budget policies. Country marketing and loans. The directions for forming a positive business image of Russia were probably first defined in the project “Concepts for forming a positive image of Russia”, prepared by the public relations department of the Russian Center for the Promotion of Foreign Investments under the Ministry of Economy of the Russian Federation. In this document they were formulated as follows:

preparation and presentation of investment projects;
preparation of a data bank on legislative, regulatory, economic conditions for foreign investors in the Russian economy;
attracting domestic and foreign media to cover advanced sectors of the Russian economy;
preparation of special publications, holding conferences for large-scale coverage of the conditions and advantages of the Russian investment market;
coordination of actions of government bodies.

However, the project remained a project, and real practice The actions of the Russian authorities are still far from a truly marketing approach and also demonstrate an inconsistency of positions. An example of this is the unsuccessful placement of Russian bonds ("Eurobonds") on world financial markets. The efforts of a separate ministry (in this case, the Ministry of Finance) for such work are clearly not enough. Thus, in the third ten days of March 1998, the optimization of the placement of Russian “Eurobonds” in German marks was greatly hindered by the unexpected announcement two hours before that the subject of the loan, the Russian government, was resigning. The losses were expressed not so much in an increase in interest rates, but in a decrease in the actual volume of proceeds as a result of a sharp depreciation of the German mark, which was quite strongly influenced by the ups and downs of Russian politics and the economy. The economic crisis that broke out in August 1998, and above all the bank default, dealt a heavy blow to the country's prestige. However, a sovereign default—the refusal of a state to pay its obligations—leads to even more severe consequences, threatening the country with international isolation. And in this regard, the key importance of the activities of the main economic institutions countries are difficult to overestimate. Example of the Ministry of Emergency Situations. Among other federal ministries, a certain positive example in this regard can be the activities of the Ministry of the Russian Federation for Civil Defense, Emergency Situations and Disaster Relief (EMERCOM of Russia). Humanitarian actions are not free. International operations are most often financed by the UN, in some cases from national reserves (targeted gifts from governments). Main types of products: food, blankets, tents, medicines, equipment, building materials, services for transporting goods, maintenance and repair of equipment, training of local personnel. The work of specialists and their equipment in crisis zones is also financed. The main objects of competition in the market of international humanitarian actions are: the international prestige of the country, multimillion-dollar orders, additional jobs, opportunities for subsequent commercial promotion of goods, concluding new contracts, developing new sales markets, additional equipment for national rescue services, and improving their qualifications. Over the past three years, the Russian Ministry of Emergency Situations has been actively increasing its presence in international markets humanitarian actions, collaborating with a number of international organizations. Thus, the ministry contributes to the revival of Russia’s international prestige on a new, humanitarian basis, the return domestic industry to markets that have been lost to us, to the promotion of goods (and with them the services of specialists) that are not in demand in developed countries, but are very competitive in distressed countries. In addition, the Ministry of Emergency Situations earns certain funds for the country and frees rescuers from significant expenses for modern equipment. How to ensure a positive image of the country? Politicians' opinions in this regard do not differ too much. Thus, the leader of one of the independent countries that recently appeared on the world map, the President of Kazakhstan Nursultan Nazarbayev, identified the following main factors of attractiveness for his republic: political stability, friendly relations with neighbors, degree of development market economy. Russian politicians and leaders speak in a similar vein. Thus, Yuri Luzhkov, the mayor of the Russian capital, names stability and development (including construction), as well as the transformation of the capital from industrial to science Center countries. Summarizing what has been said, we can state the following. In relation to a country, marketing is focused on increasing (maintaining) its image, attractiveness for other countries, their economic entities, other social institutions and population, prestige in international organizations. Country marketing does not aim at specific acts of purchase and sale and is non-commercial, although there are many important indirect economic results of such marketing. These are the effects of the implementation of geophysical, financial, technical, technological and human resources (use of internal resources outside the territory and attraction of external ones), growth in volumes and intensification of foreign economic activity, results of participation in international projects, etc. The main arguments for marketing a country are an increase in the standard of living and well-being of its citizens and firms, political stability, the creation of sophisticated domestic demand, the civility of the market, long-term goals and strategies, the spread of modern methods of organization and a high level of management of firms, the growth of investments of domestic residents in production within the country, active public policy, aimed at supporting these changes while maintaining the openness of the country's economy, including to international competition.

Marketing a country is not associated with changes in its borders and is non-commercial, although quite a lot of the most important indirect economic results of such marketing can be identified. These are the effects of the implementation of geophysical, financial, technical, technological and human resources (use of internal resources outside the territory and attraction of external ones), growth in volumes and intensification of foreign economic activity, results of participation in international projects, etc.

A key aspect of activities in country marketing is the targeted formation, positive development and promotion of the country’s image. The image of the country (as well as the region and other territories) exists at several levels of awareness - everyday, socio-economic, business, financial, etc.

The image of a country, as defined by the World Tourism Organization, is a set of emotional and rational ideas resulting from a comparison of all the characteristics of the country, one’s own experience and rumors that influence the creation of a certain image. All of these factors make it possible, when a name is mentioned, to immediately build a whole chain of associations in relation to a given country.

The socio-economic image of a country is assessed using a comprehensive indicator of its well-being. This is very significant for migration flows, tourism, etc. According to the modernized methodology of the World Bank, four main indicators are used: the share of GNP per capita, as well as levels of provision of the population with: production resources (fixed assets, roads, buildings); natural resources; human resources (level of education).

The business image of a country is characterized by the concept of its competitiveness.

The most important tool for positioning and assessing the marketing attractiveness of a city is the city product per person. This is an indicator of the labor productivity of the urban population. In essence, it is similar to the gross national product, shows the total volume of production in the city and is determined according to the methodology adopted for the system of national accounts.

Particular emphasis in city marketing is placed on operational arguments. To a large extent, the traditional anti-marketing orientation in the organization of public services acts as a barrier to ensuring their effectiveness.

Marketing tools (in particular, positioning of goods and services) can significantly alleviate the problems of urban reform. Let us illustrate this with the example of assessing the functioning of park facilities and solving problems of recreation and recreation for residents and guests of the city.

The main arguments for marketing a country as well as a city are an increase in the standard of living and well-being of its citizens and firms, political stability, the creation of sophisticated domestic demand, the civility of the market, long-term goals and strategies, the spread of modern methods of organization and a high level of management of firms, the growth of investments by domestic residents in production within the country, active government policy aimed at supporting these changes while maintaining the openness of the country's economy, including to international competition.

CONTENT

INTRODUCTION 3
1. THEORETICAL FOUNDATIONS OF COUNTRY MARKETING AND CITY MARKETING: GENERAL AND SPECIFIC 4
1.1 The essence and concepts of country marketing 4
1.2 The role of cities in the system of territorial entities and the specifics of urban marketing 7
2. ANALYSIS OF COUNTRY MARKETING AND CITY MARKETING: GENERAL AND SPECIFIC 11
2.1 The role of cities in the system of territorial entities 11
2.2 Marketing Strategies cities and urban development planning 24
2.3 Analysis of the country’s marketing and its competitiveness 29
3. PROSPECTS FOR THE DEVELOPMENT OF COUNTRY AND CITY MARKETING: PROPOSALS AND SOLUTIONS 37
CONCLUSION 42
LIST OF REFERENCES USED 43

INTRODUCTION

Marketing presupposes the existence of a market in its
full structural volume, serves its development and is inseparable from the complex of problems of demand, supply and prices.
One way or another, its initial object of attention is the production and commercial activities of the enterprise and numerous intermediaries on the way of promoting goods to the market, to the final consumer.
At the same time, which is very important, it does not serve an abstraction - “ever more complete satisfaction of the ever-growing”, but not very specific needs of the masses, generalized “personalities”, but is aimed at effective (with benefits for producers, intermediaries and, of course, consumers ) meeting specific requests of target consumer groups.
Marketing is a very multifaceted phenomenon. This is a market philosophy, strategy and tactics of thinking and action of subjects of market relations: not only producers and intermediaries in commercial activities, but also consumers, as well as suppliers, practical economists, scientists, and entire organizations.
One of the areas of development of the city and the country is events and services. Nowadays, competition between cities and countries is growing rapidly in the world, as Russian cities are actively involved in this.
Regions and cities compete with each other for investments, tourists, human resources, growth of export potential, development of infrastructure and city architecture, effective work Housing and communal services. And all this for the sake of those who live in these territories.
Many cities change their image and positioning depending on the competitive environment, their potential and opportunities. This is especially true in conditions of global competition, crisis and freedom of movement of capital and personnel. Every country and region is trying to be more attractive.
The purpose of the course work is to consider the topic: Country marketing and city marketing: general and special.
The objectives of the course work are:
- consideration theoretical foundations country marketing and city marketing: general and specific;
- analyze the state of marketing activities of the city and country;
- improving the marketing of the country and city: proposals and solutions.
The object of study of the course work is marketing activities Russian Federation and its cities.
The subject of the course work is country marketing and city marketing: general and special.
IN course work The literature of such authors as Andreev S.N., Astratova G., Belyaev V.I., Bondarenko V.A., Komarov A.E. is considered.
1. THEORETICAL FOUNDATIONS OF COUNTRY MARKETING AND CITY MARKETING: GENERAL AND SPECIFIC

1.1 The essence and concepts of country marketing

In relation to a country, marketing is focused on increasing (maintaining) its image, attractiveness for other countries, their economic entities, other social institutions and population, prestige in international organizations.
Marketing a country is not associated with changes in its borders and is non-commercial, although quite a lot of the most important indirect economic results of such marketing can be identified. These are the effects of the implementation of geophysical, financial, technical, technological and human resources (use of internal resources outside the territory and attraction of external ones), growth in volumes and intensification of foreign economic activity, results of participation in international projects, etc.
A key aspect of activity in country marketing is the targeted formation, positive development and promotion of the country’s image.
The image of the country (as well as the region and other territories) exists at several levels of awareness - everyday, socio-economic, business, financial, etc.
The image of a country, as defined by the World Tourism Organization, is a set of emotional and rational ideas resulting from a comparison of all the characteristics of the country, one’s own experience and rumors that influence the creation of a certain image. All of these factors allow you to immediately build a whole chain when the name is mentioned.
associations in relation to a given country.
Symbols different countries. The official symbols of any country are the coat of arms, flag and anthem. In addition to display at official state and interstate events, on special occasions, they serve as the subject of special veneration by the citizens of the country.
It is known, for example, how patriotic US citizens are towards the symbols of their state.
Among the symbols are orders and other national insignia. According to its main purpose, the order is the highest distinctive sign for the special services of a particular person to the state.
An order is not a payment for work, not a reward in the strict sense of the word. In pre-revolutionary Russia, a person awarded the order had to contribute a substantial sum to the treasury, for example, for the Order of St. Andrew the First-Called - 500 rubles. During the hungry Soviet times, the state, by awarding certain amounts to order bearers, gradually provoked popular opinion about orders as lucrative awards.
Orders, medals and any signs must be created according to the laws of the international language of symbols. At the same time, the country’s orders live and should live for centuries throughout the life of the historical formation - all feudalism, all capitalism, all socialism, professionals rightly believe. Other emblems used should be more consistent with the modern character and real level of government.
In addition, there are other symbols of the country. Thus, leading airlines in many countries have long ago begun to paint the fuselages and tails of aircraft in the colors of national flags. Not long ago, this example was followed by the largest air carriers in Russia and other former Soviet republics. This tradition is already taken into account when selling aircraft. Similar regional motifs can be seen in the coloring of interregional trains.
The country can be represented by theme parks. A Russian theme park was created in the Japanese prefecture of Niigata several years ago. With the active participation of the prefecture, a site was chosen for it, as far as possible, reflecting the main landscapes of Russia - fields, meadows, forests, rivers, hills.
An Orthodox church, a shop selling Russian souvenirs and other national goods, a restaurant with Russian cuisine, and a cultural center have been built and are operating. So there is absolutely no need for Russians to bring nesting dolls, balalaikas and caviar there with them. The Japanese enjoy visiting the Russian theme park, fully justifying the economic expectations of the private entrepreneur (the initiator of the creation of the park) and the prefecture. But Russia is not taking part in this.
Competitiveness of the country. Let's consider its stages of development and main factors. M. Porter defined the competitiveness of a state as productivity, which is the effective use of labor and capital and results in national income per capita. He also developed a system of determinants competitive advantage countries, called the “competitive diamond” and symbolizing four main groups of such advantages:
- factor conditions: human and natural resources, scientific and information potential, capital, infrastructure, including quality of life factors;
- conditions of domestic demand: quality of demand, compliance with trends in the development of demand in the world market, development of the volume of demand;
- related and service industries (clusters of industries): areas of supply of raw materials and semi-finished products, areas of supply of equipment, areas of use of raw materials, equipment, technologies;
- strategy and structure of companies, intra-industry competition: goals, strategies, methods of organization, management of companies, intra-industry competition.
Politicians' opinions in this regard do not differ too much. Thus, the leader of one of the independent countries that recently appeared on the world map, the President of Kazakhstan N. Nazarbayev, identified the following main factors of the attractiveness of his republic: political stability, friendly relations with neighbors, the degree of development of a market economy.
Russian politicians and leaders speak in a similar vein. Thus, the mayor of the capital of Russia names stability and development (including construction), as well as the transformation of the capital from an industrial into a scientific center of the country, among the leading factors of Moscow's attractiveness.

1.2 The role of cities in the system of territorial entities and the specifics of city marketing

Cities are leaders in both municipal, regional and federal development in general. This role is played primarily by large cities, where enormous economic potential is concentrated. Some cities create far more wealth than entire nations.
Comprehensive proof of this is the ability of cities to generate budget revenues at all levels. IN consolidated budget of the average Russian region, the capital city’s own income accounts for approximately 1/5 of it.
In relation to the city, marketing is carried out similarly to the marketing of the region, but taking into account the peculiarities of the urban lifestyle itself. One of them is the high (relative to rural areas) cost of living in cities, especially large ones. It is this indicator, along with the provision of modern urban amenities and benefits, that is one of the leading ones. The cost of living in cities around the world is especially important for assessing the prospects for migration and the development of the tourism services market.
In a large array of information about cities, there are several layers, each of which has its own specifics. The most common information layers are raw data, processed data, statistical materials, indicators, indices and ratings.
Indicators are statistical data that are selected specifically for a problem and indicate ways to solve it. It is not surprising that in Arabic the word “indicator” means “pointer”.
Indicators are variable quantities, or functions of several variable quantities, and they reflect real changes occurring over time; they are usually generalized indicators that define goals and real development parameters.
Indicators of the state of cities are indicators that characterize problems such as housing affordability, infrastructure development, the ability to use various services, safety in cities, pollution environment. Using indicators, you can highlight and formalize the problem and give a comprehensive picture of the subject of research.
Indicators are an increasingly common component of urban management around the world. One of the highest layers of information of a complex, integrative nature are indices, such as the consumer price index, level index human development or city development index. The index combines various indicators into a single numerical indicator that is used to compare events regardless of time and location.
Along with the indicators, it is advisable to highlight another layer of information formed on their basis, containing ratings - tools formalized most often in the form of scales for comparing a number of analyzed objects according to certain integral characteristics.
Ratings are usually created by publicly recognized experts social institutions, are published and updated regularly. They allow decision-making subjects to make a choice between various characterized objects in relation to certain actions.
The housing price to income ratio is a clear example of a single indicator that reflects a large amount of information characterizing the state of the housing market. Considering how much annual household income is needed to purchase a new home can easily assess the affordability of housing and land.
Local authorities and administrations in a variety of countries are constantly experiencing the policy of “belt-tightening” pursued by central governments. Faced with its own financial difficulties, the center is cutting back transfers, which previously were largely the main source of funds both for the operation and maintenance of infrastructure and for the development of the sphere municipal services, cities in general.
To attract investment, municipalities seeking development seek and diversify their sources of capital, including attracting new investors and entering various stock markets.
Modern market of municipal securities in the USA alone is $170 billion. It is clear that independent expert review municipal creditworthiness, which means that a municipality is assigned a rating based on an analysis of its creditworthiness indicators and giving investors an idea of the degree of risk of investing in bonds of a particular municipality.
Subject to assessment economic conditions generally, organizational structure territory management and other administrative factors, as well as budget execution and financial position.
The most important indicators When determining the rating, the economic base of a particular territory, its growth and diversification are considered.
2. ANALYSIS OF COUNTRY MARKETING AND CITY MARKETING: GENERAL AND SPECIFIC

2.1 The role of cities in the system of territorial entities

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Territorial country marketing has its own specifics for several reasons:

ü each country is a special system that combines several (many) structural units, i.e., it has a certain number of elements (administrative and political units), which, interacting and mutually complementing each other, give the country integrity, unity, and create a new quality;

ü it is countries that act as subjects of international relations, international law, and are members of world economic and political unions;

ü each country has a certain form of political structure and system of organizing public power, which influences the principles and methods of relations between government and society;

ü the quality of life of the population, the level of socio-economic development between countries can vary significantly;

ü most countries are already burdened with existing relations with other countries and are traditionally “friends at home” or in conflict with each other, i.e. have a certain history of relationships, etc.

Marketing a country starts with how famous and recognizable this country. The image of the country is based on general knowledge a person about this country, i.e., on the information that is stored in memory and represents declarative knowledge. Based on this superficial knowledge, a some awareness about the country, which allows the formation of the image of the territory. Associations, associated with the image of the country, carry certain distinctive characteristics of the territory and form the attitude towards the country.

Awareness about a country arises on the basis of knowledge of the official and unofficial symbols of this country.

Official symbols of the country - This coat of arms, flag, anthem, national banknotes . Considering the penetration of television and the specifics of its impact on the viewer, probably the main official symbol of the country is the flag. It is the flag that flies over government agencies and decorates the car (plane) of the first person of the country; the flag is raised when an athlete wins, and is used as an attribute of public holidays and important political and economic events (exhibitions, negotiations).

Flags people recognize continental neighbors or friendly countries better because they see them more often. Equally important is the extent to which the flag is “individualized” and stands out from the crowd, which promotes recognition.

People are better able to recognize and highlight flags that have special memorable characteristics, For example:

ü have a special color scheme (Libya, Kazakhstan, Ukraine, Germany);

ü are distinguished by traditional symbols (Israel, Türkiye);

ü have large-sized signs-symbols or their combinations with a special color scheme (Great Britain, USA);

ü have a special design (South Korea, Sri Lanka);

ü have a special shape (Nepal).

Sometimes national flags are small in size distinctive elements located in the central part of the flag , which can simply be “lost” in the folds of the flag if it is raised on a flagpole.

ü the flags of India and Niger have three horizontal stripes (the same color and in the same sequence - yellow, white, green) and differ only in the color of the circle located in the center of the flag.

ü The flags of Egypt, Syria and Yemen have three identical horizontal color stripes in the same sequence (red, white, black) and differ only in the presence or absence of small symbols in the central part of the flag.

ü The flags of Mati and Senegal are the same in color (three vertical stripes in the same sequence - green, yellow, red), but the flag of Senegal in the center has a small green star.

ü Three vertical stripes in the same sequence (red, white, blue) contain the flags of Paraguay and the Netherlands, but the Paraguayan flag contains a small symbol in the center.

Difficult to quickly recognize are flags that contain the same elements:

ü Horizontal stripes of three colors (white, blue, red) in different sequences contain the flags of four states. Moreover, the flags of Yugoslavia and the Netherlands have the arrangement of vertical stripes in the reverse order, i.e. if we flip the flag of one of these countries, we get the flag of another country.

ü Red, white, green horizontal stripes in different sequences are located on the flags of Hungary and Bulgaria.

ü Horizontal stripes of red and white in different sequences - on the flags of Poland and Indonesia.

It would seem that they are different in color scheme, but similar in design, the flags of Norway, Iceland, Finland, Denmark, and Sweden are difficult to recognize.

National flags can be distinguished, which almost completely repeat each other:

ü The flags of Australia and New Zealand have the same color scheme and differ only in the color, number and location of small elements - stars along the flag field.

ü The flags of Ireland and Italy each have three identical vertical stripes in the same sequence (green, white, red) and differ in shades of green and red.

ü The flags of the Netherlands and Luxembourg differ only in their shade of blue.

ü The flags of Monaco and Indonesia are completely identical to each other (two vertical stripes of red and white).

ü The flags of Romania and Chad are the same (three vertical stripes in the same sequence - blue, yellow, red).

Respecting the principles of heraldry and the history of each country, which affected the color and design of the national flag, it should be noted how easy or difficult the national flag makes it possible to highlight, recognize, and remember the country.

A similar analysis can be carried out on another official visual image of the country - on national emblems , among which we can also note well-recognized and difficult-to-recognize (similar, with minor differences) coats of arms.

From the point of view of territorial marketing, the most successful can be considered those national flags and emblems that carry well understood and easily reproduced images, which generate stable association territories associated with history, location, and special resources - these are the official symbols:

ü Japan (rising sun),

ü Canada (maple leaf),

ü Lebanon (Lebanese cedar).

If the symbols of the flag and coat of arms coincide or are similar, then this is all the more good; for example, the Lebanese cedar is on both the flag and the country’s coat of arms, a stylized sun is also on the flag and is the coat of arms of Japan.

National anthems sound less often, the more the music is remembered to a lesser extent than the visual image. But even here, if the national anthem becomes a musical theme with “ great history", for example, the famous Marseillaise of France, the number of people who remember and recognize the country increases significantly. In this sense, Russia’s decision to preserve the music of the USSR-era national anthem was bold and fundamentally correct.

A kind of official symbol of the country is national money, coins and banknotes . Each country's coins and banknotes are unique. Banknotes from different countries differ in size, image theme, range of colors, font type and size, and security features.

Country image, as defined by the World Tourism Organization, is a set of emotional and rational ideas resulting from a comparison of all the characteristics of a country, one’s own experience and rumors that influence the creation of a certain image. All of these factors make it possible, when a name is mentioned, to immediately build a whole chain of associations in relation to a given country.

Symbols of different countries. The official symbols of any country are the coat of arms, flag and anthem. In addition to display at official state and interstate events, on special occasions, they serve as the subject of special veneration by the citizens of the country. It is known, for example, how patriotic US citizens are towards the symbols of their state.

Among the symbols are orders and other national insignia. According to its main purpose, the order is the highest distinctive sign for the special services of a particular person to the state. An order is not a payment for work, not a reward in the strict sense of the word. In pre-revolutionary Russia, a person awarded the order had to contribute a substantial sum to the treasury, for example, for the Order of St. Andrew the First-Called - 500 rubles. During the hungry Soviet times, the state, by awarding certain amounts to order bearers, gradually provoked popular opinion about orders as lucrative awards.

Orders, medals and any signs must be created according to the laws of the international language of symbols. At the same time, the country’s orders live and should live for centuries throughout the life of the historical formation - all feudalism, all capitalism, all socialism, professionals rightly believe6. Other emblems used should be more consistent with the modern character and real level of government.

In addition, there are other symbols of the country. Thus, leading airlines in many countries have long ago begun to paint the fuselages and “tails” of aircraft in the colors of national flags. Not long ago, this example was followed by the largest air carriers in Russia and other former Soviet republics. This tradition is already taken into account when selling aircraft. For example, all new Western-made aircraft arriving at Aeroflot in Last year, painted in the national colors of the Russian air carrier. Similar regional motifs can be seen in the coloring of interregional trains.

The country can be represented by theme parks. A Russian theme park was created in the Japanese prefecture of Niigata several years ago. With the active participation of the prefecture, a site was chosen for it, as far as possible, reflecting the main landscapes of Russia - fields, meadows, forests, rivers, hills. An Orthodox church, a shop selling Russian and other national souvenirs, a restaurant with Russian cuisine, and a cultural center have been built and are operating. So there is absolutely no need for Russians to bring nesting dolls, balalaikas and caviar there with them. The Japanese (several tens of thousands of people a year) enjoy visiting the Russian theme park, fully justifying the economic expectations of the private entrepreneur (the initiator of the creation of the park) and the prefecture. But Russia is not taking part in this.

Both in the coat of arms and flag, and separately, other, special image symbols of the country can be actively used. Among them are the maple leaf (Canada), the shamrock (Ireland), the kangaroo (Australia), the Lebanese cedar, etc. A number of countries can be symbolized by images of people - both collective and having a specific prototype.

In general, informal symbols play a huge role both in the perception of any country and its citizens by foreigners, and in the formation of a sense of commitment to the country among the citizens themselves.

No matter who comes to power in the United States, Coca-Cola will still remain in the lives of American residents. The very phrase “Coca-Cola” is a symbol of a product with a brand name, and this is not only an element of “recognition”, but also a part of life. For an American, drinking Coca-Cola almost literally means being committed to the civic values of the United States.

Russia in the minds of many foreigners, and even Russians themselves, whether we like it or not, is associated primarily with vodka. Let’s try to “soberly” analyze how exactly this national product personifies the country, acts as its symbol, and what follows from this.

Probably, it occurred to each of the readers, even those who don’t drink, when traveling abroad to grab a bottle or two of vodka as a gift to foreign friends, and when receiving a visiting guest, immediately offer him a drink of vodka. Moreover, drinking is primary, and snacking is secondary. Vodka in this case acts as the materialized Soul of Russia, which is treated and offered as a gift in the hope of possible mutual understanding.

From time immemorial, vodka has carried within itself a very specific, including state-sanctified, spirituality of Russians (let us at least remember the classic: “Let’s drink to the Motherland, let’s drink to Stalin!”). The state monopoly on vodka not only in the sphere of production and finance, but in the sphere of ideology led to the fact that vodka in “socialist” Russia could only be “Stolichnaya” or “Moscow”, i.e. produced and bottled almost exclusively in the Kremlin. “Golden Ring” and “Posolskaya”, which appeared a little later, only increased the sovereign symbolism of Russian vodka.

Foreign exporters felt this very well in the 1990s. The names of vodkas “Kremlevskaya”, “Gorbachev”, “Yeltsin” in this regard speak for themselves and demonstrate how components of a country’s image can be exploited to capture its market. Domestic politicians followed this example with vodkas “Zhirinovsky”, “Bryntsalov”, etc. Even the protection of the regional market is now taking place according to the scheme where vodka has become almost the only product that bears the brand, the name of the region, the city.

What does Russian history tell us? And yet, of course, Russia does not live on vodka alone. The most important factor formation of the country's image - its role in world history, its role in the world community. Even the Varangians perceived Russia as Gardarika - a ridge of cities on the way “to the Greeks”, a mediating country. Actually, the Slavic language, as historians testify, was the main language of communication between the Varangians and Greeks. But the image of the mediating country turned out to be overshadowed by the image of the country at war, and later - the country behind the Iron Curtain.

Russia, including within its modern borders, was perceived by European peoples not only as a territory on the way to other, more distant and aggressive tribes and states, but itself, as it were, acquired their features. Byzantine historians noted the audacity and ferocity of the “Slavinian people” - the Slavs, who, leaving for a cruel war and robbery in foreign lands, left an open door at home and food for a random wanderer. Isn’t this where the origins of the notorious “mystery” of the Russian soul, incomprehensibility for foreigners and the immeasurability of Russia by the “common yardstick” are located?

Only under Ivan the Terrible did a strong, united Russia finally get rid of the very unpleasant image of a corridor for nomadic raids and a zone of eternal civil strife. Having prepared to enter into relations with European states, Russia thereby laid the foundations for its existence and development as a full-fledged and powerful subject of country marketing. But here’s the paradox: at the same time, it began to move away from Europe.

The historian S.M. Soloviev, not without reason, noted: “Russian man appeared in the northeastern deserts as a seedless man in all the sad meaning that this word had in our old days. Lonely, thrown into the world of barbarians, the last, outermost of the European-Christian family, forgotten by his own people and forgotten about his own by distance, separated from his own brothers - this is the position of the Russian man in the northeast.” A long period of fragmentation and civil strife in Rus', like a number of modern examples The autarky of Russian regions probably has its roots in this psychological feature. Another Russian historian V.O. Klyuchevsky gave a reasoned psychological portrait of the Great Russian. Complex natural conditions, the shortness of the Russian summer, which was also shortened by unexpected bad weather, led to this, noted V.O. Klyuchevsky that “not a single people in Europe is capable of such intense labor for a short time what a Great Russian can develop; but nowhere in Europe, it seems, will we find such an unfamiliarity with even, moderate and measured, constant work as in Great Russia... The Great Russian did not work in an open field, in front of everyone... he fought with nature alone , in the depths of the forest... That is why he is generally reserved and cautious, even timid, always on his own mind, uncommunicative, better with himself than in public... it is easier for him to overcome an obstacle, danger, failure than with tact and dignity to withstand success...In a word, Great Russians are better than Great Russian society.”

Until recently, Russians were perceived both by themselves and from abroad as citizens of a closed society, with pronounced “ethnocentrism”, accustomed to living in conditions of permanent crisis and little capable of stability, and therefore unpredictable.

Russia's active return to Europe began with Peter I. He forced Europe to respect Russia militarily and partly economically. Catherine II continued the work in the field of culture and changing the morals of Russians. The thirst for brilliance, worldwide fame, Russia's global role, national dignity and people's pride is repeatedly noted in the notes of Catherine's contemporaries.

It was during the time of Catherine that panegyrics for the country and its empress became part of court and government etiquette. Here it is worth mentioning the name of one of the most zealous, although not the most clever of her flatterers - the encyclopedist Voltaire: of course, he was one of the brightest subjects of Russian “promotion” in the history.

True, already in the time of Catherine, another well-known feature of Russian “self-marketing” appeared - the use, to put it mildly, of unreliable information. The same V.O. Klyuchevsky notes: during the first Turkish war, when the West was already trumpeting the exhaustion of Russia, Catherine wrote to Voltaire that she had no discontent anywhere in the empire, there was no peasant who would not eat chicken when he wanted, thanksgiving prayers were sung everywhere , dancing and having fun.

Even before Peter I, and especially under him, Russia tried in many ways to copy the West. Of course, this had an ambiguous effect on its international prestige, but on the whole it allowed it to gain understanding from other countries and demonstrate its highly valued international relations predictability, stability. But the Slavophil ideology of a special path, starting from the second quarter of the 19th century (from V.G. Belinsky and including the Narodniks), hardly noticeably added external respect to Russia. And then she looked at America with the hope of sympathy from overseas. Alaska became the subject of bargaining.

What is the role of personality in country marketing? The main subject of marketing in Russia has always been the person of its leader - the prince, the tsar, the general secretary, the president. It was the leader who traditionally and almost without exception held in his hands not only the scepter and the power, but also the main image-forming channels and authorities - strong structure, the foreign policy department, the media (from heralds to modern television, including such a powerful tool as censorship).

The image of the country at the level of everyday psychology. To identify the image of the country in the minds of the population, i.e. at the level of everyday psychology, they use a number of established characteristics and parameters: symbols, features of the nation’s mentality, its culture, negative aspects of life support, communication obstacles.