Влияние региональных экономических условий на брендинг территорий: анализ выживаемости
DOI:
https://doi.org/10.17059/ekon.reg.2023-3-4Ключевые слова:
брендинг территорий, региональные экономические условия, анализ выживаемости, метод Каплана — Мейера, субъекты Российской Федерации, маркетинг территорий, бренд территорииАннотация
Поскольку брендинг территорий стал частью процессов регионального развития, на его успех могут влиять различные региональные условия. Существующие исследования успешности брендинга территорий в основном сосредоточены на вопросах управления, а роль характеристик региона еще предстоит раскрыть. Цель данной статьи — изучить влияние региональных экономических (в том числе социальных и пространственных) условий на брендинг территорий. Предполагается, что условия региона определенным образом влияют на деятельность по брендингу территорий, а также на выживаемость бренда, которая трактуется как продолжение существования его наблюдаемых атрибутов. Для проверки этой гипотезы был проведен анализ методом Каплана — Мейера для выборки из 15 брендов субъектов РФ за период 2010–2020 гг., в ходе которого было исследовано влияние семи показателей на выживаемость брендов. В результате была выявлена положительная связь между выживаемостью брендов и такими переменными, как валовой региональный продукт (ВРП) на душу населения, инвестиции в региональную экономику, миграционная привлекательность. В то же время уровень безработицы и наличие по соседству регионов, уже имеющих собственный бренд, оказывают негативное влияние. Кроме того, бренды субъектов РФ с административными центрами в сравнительно небольших городах имеют более высокий уровень выживаемости, чем бренды субъектов с центрами в более крупных городах. Связь между выживаемостью брендов и показателем смены главы региона после начала процесса брендинга не была обнаружена. Полученные результаты дополняют теорию брендинга территорий в части изучения связи экономических характеристик региона с успешностью брендинга и расширяют методологию исследований брендов территорий в части использования анализа выживаемости.
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