VALUE PROPOSITION OF A SMALL CITY FOR RESIDENTS
The issues of the value proposition of a small city for its inhabitants are considered. The high importance of sustainable interaction with local residents is theoretically justified on the basis of the value proposition of the territory. Particular attention is paid to the study of the value proposition of small cities in the Vladimir, Tula regions and Perm Krai. Based on the open data presented on official Internet portals, using the dialectical cognition method of economic and social processes, the method of system analysis, the comparative method, key factors in the formation of the small city perception by its residents and their satisfaction are determined. The system of value preferences of residents in the studied territories has been formed, which should be used as a basis for systematic program planning to improve the social and economic situation in small cities.
Keywords: territorial marketing, small cities, city brand, tourist attraction, sustainable development, relationship marketing, value proposition, network interaction, Russia.
Highlights:
the key role of inhabitants of small cities, their interests and values, which must be taken into account while improving the quality of municipal management, is revealed;
the negative tendencies on decrease in a population of small cities which are the basic stakeholders of material goods and services are investigated;
the need to develop a marketing strategy for the development of small cities on the basis of studies revealing the value preferences of the local population is justified;
a system of values is described that should be put in the basis of improving the quality of the social and economic space of small cities,
the main problems of implementing values in practice are described, which are connected with the level of social and economic development of small cities, with initiatives of administrations.
Marina Yu. Sheresheva, Doctor of Economics, Professor of the Applied Institutional Economics Department, Director of the Center for Network Economics Studies, Laboratory of Institutional Analysis of the Faculty of Economics, Lomonosov Moscow State University; Matvey S. Oborin, Doctor of Economics, Associate Professor of Economic Analysis and Statistics Department, Perm Institute (branch) of Plekhanov Russian University of Economics, Professor of World and Regional Economics, Economic Theory Department, Perm State National Research University; Svetlana M. Berezka, Marketing Director of the Center for Research in Network Economics of Lomonosov Moscow State University