Event-маркетинг як інструмент формування іміджу території

Abstract

Важливу роль у формуванні позитивного іміджу території відіграють маркетингові комунікації. Розкрито суть, види, переваги та можливості використання event-маркетингу як інструменту маркетингових комунікацій у процесі формування іміджу території. Проаналізовано практику використання event-маркетингу в контексті формування та просування спортивного іміджу Харкова та визначено пріоритетні види спеціальних спортивних іміджевих заходів.

Sustainable socio-economic development of Ukrainian regions in the context of strengthening of the regionalization and globalization of world trends is only possible in the formation of an effective mechanism aimed at improving the territory image and awareness, which should be provided by an adequate choice of marketing tools. Recently event-marketing is being increasingly used for this. The purpose of the article is to identify the opportunities of event marketing usage as a tool of marketing communications in the process of territory image formation and priority areas of special sports image events identification for the development and promotion of sports image of Kharkiv. The positive image of the territory is an active tool of changes, enhancing its status and prestige, investment attractiveness, which becomes more and more important in the competition for resources and its place in the global environment. The international experience clearly shows that the significant events of sports and culture significantly increases the interest to the region, attracting domestic and foreign tourists, international organizations, investors and most importantly – promote the dissemination of positive information about the venue. Thus, we consider the focused image measures such as Event Marketing to be an important tool for creating a positive image of the territory. Event marketing has become a powerful tool for the development and promotion of sports image of Kharkiv. According to the analysis of the work in this direction it was proposed to expand the variety of fashion sports activities in the following areas: demonstrations of outstanding athletes, sports clubs of different levels (from regional to international); mass sports events dedicated to outstanding athletes, sports clubs, events dedicated to opening, presentation of sports objects infrastructure; sports events dedicated to specific dates of the city, national holidays; formation of traditional sports events; forums, conferences of regional, national and international levels on sports subjects; celebrating of sporting achievements of outstanding local athletes at the international competitions; organization of sports events for fan clubs, sports flash mobs; accreditation activities for sports organizations, sports draws.