MARKETING COMPONENTS OF THE REGIONAL ENVIRONMENT IN THE HEALTH CARE SYSTEM
Main Article Content
Abstract
Introduction. The article raises the critical issue of maintaining the competitiveness of the regions of
Ukraine and the role of marketing factors in this process. The uneven development of different national territories
is analyzed. Effectively positioning each regional unit according to various aspects of their development is
actualized.
Purpose. The purpose of the article is to identify marketing factors that are likely to affect the
competitiveness of regions in terms of health and identify the main components of marketing support for regional
development.
Results. The author determined that the level of health in the region is highly likely to be influenced by
loyalty on the part of key stakeholders (they are more satisfied with life and conditions in the region, pay more
attention to their approach to life, environmental and health, more open to informational influence in the
formation of a strategy for healthy development in a particular region, etc.). A complex of marketing components
of the regional environment in the health care system has been formed. Healthy behavior, information support
and feedback are highlighted.
Originality. The article introduces a new concept of "healthy image" and provides its author's formulation.
New is the approach to determining the relationship between marketing factors expressed in terms of loyalty and
health in the region, and the indicator of self-care.
Conclusion. As a result of the research, the author substantiates that it is important to use marketing tools
for planning the region's development. It is necessary to identify and use the unique features of the territory, on
which there is an expediency to be based on the formation of sustainable positioning for external and internal
challenges. The study provides an expanded classification of the image of the region. The alternative to the SWOTanalysis method for strategic analysis of the territory SOAR-analysis and its advantages compared to traditional
methods of determining the competitiveness of the region and its capabilities are analyzed.
Article Details
The authors published in this journal agree with following conditions:
1. The authors reserve to themselves the right to the authorship of their works and transfer the right of their first publication to the journal on the terms of Creatіve Common Attrіbutіon Lіcense which allows to freely extend to other persons the published work with an obligatory reference to the authors of the original work and its first publication in this journal.
2. The authors have the right to complete independent additional agreements concerning the not exclusive distribution of their work in the form in which it was published in this journal (for example, to place the work in the electronic storehouse of an establishment or to publish as a monograph component), under the condition of the preservation of the reference to the first publication of the work in this journal.
3. The journal’s policy allows and encourage the authors to place their manuscripts into the Internet (for example, in depositories of establishments or on personal web-sites) either before submitting of the manuscript for publication or during its editorial processing as it assists the occurrence of a productive scientific discussion and positively affects the efficiency and dynamics of citing of the published work.
AGREEMENT
ABOUT TRANSMISSION OF COPYRIGHT
I, the author of the article / We, the authors of the manuscript _______________________________________________________________________
in case of its acceptance for publication, we transfer the following rights to the founders and editorial boards of the scientific publication "BULLETIN OF THE CHERKASY BOHDAN KHMELNYTSKY NATIONAL UNIVERSITY. ECONOMIC SCIENCES. SERIES "ECONOMIC SCIENCES":
1. Publication of this article in Ukrainian (English, Russian, Polish) and distribution of its printed version.
2. Dissemination of the electronic version of the article through any electronic means (placing on the official journal web site, in electronic databases, repositories, etc.).
At the same time we reserve the right without consent of the editorial board and the founders:
1. Use the materials of the article in whole or in part for educational purposes.
2. To use the materials of the article in whole or in part for writing your own theses.
3. Use article materials to prepare abstracts, conference reports, and oral presentations.
4. Post electronic copies of the article (including the final electronic version downloaded from the journal's official website) to:
a. personal web-pecypcax of all authors (web sites, web pages, blogs, etc.);
b. web-pecypcax of the institutions where the authors work (including electronic institutional repositories);
with. non-profit, open-source web-pecypcax (such as arXiv.org).
With this agreement, we also certify that the submitted manuscript meets the following criteria:
1. Does not contain calls for violence, incitement of racial or ethnic enmity, which are disturbing, threatening, shameful, libelous, cruel, indecent, vulgar, etc.
2. Does not infringe the copyrights and intellectual property rights of others or organizations; contains all the references to the cited authors and / or publications envisaged by applicable copyright law, as well as the results and facts used in the article by other authors or organizations.
3. It has not been previously published in other publishers and has not been published in other publications.
4. Does not include materials that are not subject to publication in the open press, in accordance with applicable law.
____________________ ___________________
First name, Last name, signature of the author
"___" __________ 20__
References
Vikhrov, M. Ukrainian village: extinction or evolution. Retrieved from
https://tyzhden.ua/Society/219622.
Ahner, D. What do you really know about European cohesion policy? Retrieved from
https://institutdelors.eu/wp-content/uploads/2018/01/ecp_rational_and_objectives.pdf.
Pyrih, V. Zelensky has launched a new state program to increase the life expectancy of Ukrainians.
Retrieved fromhttps://zaxid.net/programa_zelenskogo_zdorova_ukrayina_shho_peredbachaye _n1521080
Romanko, O.P. (2018). Methods and ways of assessing the competitiveness of the region: world practice
and Ukrainian experience. Ekonomika ta derzhava (Economy and State), 4, 42-45 (in Ukr.).
Prykhodchenko, T.A. (2017). Methodology of regional development research. Prychornomorski
ekonomichni studii (Black Sea Economic Studies), 15, 115-120 (in Ukr.).
Kuzmynchuk, N.V., & Kutsenko, T.M. (2016). Approaches to diagnosing the socio-economic potential
of the region as a basis for an effective management strategy. Marketynh i menedzhment innovatsii (Marketing
and Management of Innovations), 4, 269-284 (in Ukr.).
Pilko, A.D., & Harda, T.P. (2017). Modeling of processes of assessment and analysis of the level of
socio-ecological and economic development of the region. Problemy ekonomiky (Problems of economy), 2, 324-
(in Ukr.).
Bondarenko, V.M., Kurei, A.O., Derdi, E.T., & Butusov, O.D. (2020). Monitoring the competitiveness
of the region as a mechanism for implementing state regional policy. Rehionalna ekonomika (Regional economy),
, 33-43 (in Ukr.).
Budnikevych, I.M., Havrysh, I.I., & Krupenna, I.A. (2018). Tools for forming and realizing the potential
of the region: marketing and image approach. Eferktyvna ekonomika (Effective economy), 10 (in Ukr.).
Kainova, T.V. (2014). Marketing of the region as a factor of innovative development. Akademichnyi
ohliad (Academic review), 2(41), 85-90 (in Ukr.).
Buha, N.Yu., & Tychynska, A.I. (2019). Formation of an organic brand of the region. Pryazovskyi
ekonomichnyi visnyk (Priazovsky Economic Bulletin), 6(17), 101-105 (in Ukr.).
Us, Ya., Pimonenko, T., Tambovceva, T., & Segers, J.-P. (2020). Green transformation in the
healthcare system: The COVID-19 impact. Health Economics and Management Review, 1(1), 48-59 (in Eng.).
Kosyk, Ya.V., & Chygryn, O.Yu. (2011). Globalization as a regularity of development of modern
economy of Ukraine. Mechanizm rehuliuvannia ekonomiky (The mechanism of economic regulation), 2, 191-196
(in Ukr.).
Syhyda, L.O., & Bilovodska, O.A. (2012). Positioning of the region based on the assessment of its
marketing attractiveness. Mechanism for managing the potential of innovative development of industrial
enterprises (Eds. Shypulina, Yu.S.). Sumy: TOV “Papirus” (in Ukr.).
Vasilyeva, T.A., Lyeonov S.V., & Letunovska N.Y. (2020). The economic impact of COVID-19:
forecasting for Ukrainian regions. Socio-Economic Challenges: Proceedings of the International Scientific and
Practical Conference, Sumy, November 3–4, 2020. Sumy: Sumy State University (in Eng.).
Syhyda, L.O., Saher, L.Yu., & Letunovska, N.Ye. (2019). Formation of a strategy of advanced
innovation development in the conditions of industry 4.0. Ekonomishnyi analiz (Economic analysis), 29(2), 53-
(in Ukr.).
Minchenko, M., Bezruk, A., & Gerasimenko, D. (2020). Ukrainian silicon valley: utopia or reality /
Innovation, Social and Economic Challenges : the International Scientific Online Conference (in Eng.).
Rosokhata, A., & Shapoval V. (2020). Theoretical bases of priority and perspective innovative
development on the inclusiveness principles Inclusive Growth: basics, indicators and development priorities:
monograph / edited by T. Vasilyeva, S. Lyeonov. Publishing House: Centre of Sociological Research.
Baula, O., Galaziuk, N., & Zelinska, O. (2017). Conceptual framework for organizational and
economic mechanism formation to increase the region competitiveness with the globalization of the world
economic relations. Marketing and Management of Innovations, 2, 76-84 (in Eng.).
Olefirenko, O.M., & Karpishchenko, M.Yu. (2011). Problems of the theory and practice of branding
territories on the example of the concept of forming a brand of Sumy region. Marketynh i menedzhment innovatsii
(Marketing and Management of Innovations), 4(II), 30-40 (in Rus.).
Tiutiunyk, I., Humenna, Yu., & Flaumer, A. (2021). Covid-19 impact on business sector activity in
the EU countries: digital issues. Health Economics and Management Review, 2(1), 54-66 (in Eng.).
Europe's health map. Retrieved from http://neweurope.org.ua/wpcontent/uploads/2020/05/1590764088994_Evromap_health_01-29_graf_ukr.pdf
Stepurko, T., Semyhina, T., Barska, Yu., & Tymoshevska, B. (2019). Behavioral determinants (results
of the National Representative Survey "Health Index. Ukraine"). Visnyk APSVT (Bulletin of APSVT), 1, 102-124
(in Ukr.).
State Statistics Service of Ukraine. Retrieved from http://www.ukrstat.gov.ua/.
Ahafonov, V.B. (2019). Classification of types of image of the territory. International Journal of
Humanities and Natural Sciences, 4-2, 126-128 (in Rus.).
SOAR, addition to SWOT. Retrieved from https://uk.profi-management.net/12113043-soarcomplement-to-swot