Pepchuk S. Positioning of the region in the system of competitive relationships

Theoretical and methodological provisions are substantiated and practical recommendations regarding positioning of the region in terms of interregional competition are developed. The content and nature of regional marketing along with positioning of the region are examined. The most important principles, factors and information layers of positioning of the region are determined. Methodological approach to the choice of positioning strategy in the region is grounded. The current state of positioning of Ukraine in international and national ratings is assessed, strategic marketing analysis of the region is carried out and its reputation and competitive position are evaluated. The structuring of the region's image is performed and alternatives for integrated image of the region are offered. The mechanism for implementation of the chosen strategy for positioning of the region is developed, the use of the technology of region's active positioning and promotion for accentuation on its competitive advantages and the rise of competitiveness is offered.