Civil Society as a Subject of Strategic Planning of Territory Marketing

摘要

Any modern territory is interested in successful development and inevitably faces the problem of its own development in various strategic territorial areas, since there is a great need to attract resources for its own economic and social development. Attracting investors, creating a favorable public opinion, determining the image of the territory, developing the loyalty of the residents of the territory, forming a favorable public opinion of non-residents of the territory are just a small strategic field for the development of the territory in modern competitive conditions. At the root of any vector of territorial development is well-prepared strategic plan in the formation and registration of which involves a huge number of stakeholders, accordingly, public participation in strategic planning as the basis for the formation of technology in the territory is entirely logical. Any territory in its development is forced to use market mechanisms to launch economic and social interests from various actors, attracting them with convenience of location, investment prospects, a comfortable legal field and opportunities for continuous development, improvement and implementation. All the mechanisms used for these processes belong to the marketing complex, in which the territory is regarded as a "sale" object, offering comfortable conditions for life, business, employment and form a family with the appropriate infrastructure for comfortable living. Marketing technologies involve the use of various tools and strategies to achieve the goals and opportunities for implementing selected strategies in specific local specific conditions. Each marketing strategy has the features and advantages of its use, the conditions of favorable implementation and alternative sources in the selection of instrumental mechanisms for launching and successful implementation. Accordingly, the strategic choice and alternatives to the development of the territory are impossible without the subjects of the territory, which clearly represent the needs, requests and opportunities for their satisfaction, based on the available natural, historical, economic and human resources of the territory. The article considers the competitive regional development of the territories through attracting and ensuring the active participation of one of the subjects of the territory-members of civil society in the formation of strategic alternatives, the formation of prerequisites for the development of marketing of the territory. Modern problems of management and competitive regional development are formed in the marketing of territories, first of all, in accounting for the interests of civil society as one of the subjects of marketing territorial space, which determines the efficiency of the system, ensures high quality of life, competitiveness of the local territory and is actively lobbied by the legal field of the Russian Federation, as evidenced by the analytical presentation within the legal framework in modern Russia. Modern legal trends clearly determine the need for civil society to participate in the formation of strategic marketing initiatives, in strategic planning, and therefore in the marketing context of territorial development and ensuring competitive regional development of territories in modern Russia.