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Деятельность органов государственной власти по продвижению территорий с привлечением событийного маркетинга (на примере чемпионата мира по футболу FIFA
2018 в России)
The activities of the public authorities for promotion of territories involving event marketing (on the example of the world cup FIFA 2018 in Russia)
Долгих Ульяна Олеговна
Студент 1 семестр Факультет международных отношений Санкт-Петербургский Государственный Университет Санкт-Петербург, Смольный 1/7 е-mail: [email protected]
Dolgikh Uliana Olegovna
Student 1 term Faculty of International Relations Saint Petersburg State University Saint Petersburg, Smolny 1/7 e-mail: [email protected]
Аннотация.
Цель исследования-проанализировать деятельность российских органов государственной власти в процессе продвижения территорий с использованием механизма событийного маркетинга. Событийный маркетинг-это комплекс мероприятий, направленных на продвижение территории посредством мероприятий, которые привлекают широкое внимание и стимулируют инвестиции. Проведение масштабных мероприятий на территории имеет, как правило, долгосрочный эффект на восприятие города. Событийный маркетинг как инструмент продвижения территорий тесно связан с государственным управлением, реализуемым на территории. В зависимости от степени заинтересованности органов государственной власти в управлении мероприятием, причин этого интереса, а также модели управления мероприятием, реализация мероприятий событийного маркетинга может иметь долгосрочный или краткосрочный эффект для развития и продвижения территории.
Annotation.
The purpose of the research - to analyze the activities of the Russian public authorities in the process of territories promotion with the use mechanism of event marketing. Event marketing is a set of measures, aimed at promoting the territory through activities, which attract wide attention and stimulate investment. Holding large scale events on territory has, as a rule, long-term effect on the perception of city. Event marketing as a tool for promotion of territories is closely related to public administration, implemented in the territory. Depending on the degree of interest of public authorities in the management of event, the reasons for this interest, as well as the model of the event management, the implementation of event marketing measures can have a long-term or short term effect for the development and promotion of territory.
Ключевые слова: маркетинг, событийный маркетинг, бренд, государственное управление, территориальное продвижение.
Key words: Marketing, event marketing, brand, public administration, territorial promotion.
The questions of how compatible politics and economics are, and how appropriate the metaphor of presenting politics as a market with special rules and regularities, have been debated for centuries. However, in the context of modern globalization, in which there is an intensification of relations in all spheres of society, it is obvious that most of economy is politics, and most of politics - economy mainly in all political systems of the world. It is a misconception that the economy is limited to material goods. At a time when most countries of the world have already adopted or are in the process of adopting a market economy model, the relationship between politics and the economy is becoming increasingly close. Increasingly, the market model of interaction is transferred into the field of politics, turning into a model of the political market. In modern science, the political market is an analytical model, theoretical and methodological tool for the study of political life [13, 132]. Thus, the American sociologist P. Blau presented participant of the political process
as an economic being who, when taking part in the political process, is guided by the principles of participants behavior of the market exchange [16, 211]. Just as if buyer gets the goods necessary to it which thus is the best of available in the market, voter gives vote for the most convenient politician. Within the framework of this theory, it is noted that politics is a continuation and reflection of economy.
Also from the position of market model, the sphere of politics is studied in detail in the framework of the theory of rational choice, which applies economic methods to the analysis of the political sphere [15, 73]. Despite the sharp criticism, the merit of the representatives of the rational choice theory is great, because they not only turned to the study of the behavior of political market participants, but also had an impact on the real administrative transformation of the state organization as a whole. The main problem in the framework of this theory is the study of the circumstances in which the activities of the public authorities can benefit those under its rule. According To J. Buchanan, who is the founder of this theory, "Politics is a structure of complex exchange among individuals, a structure within which persons seek to secure collectively their own privately defined objectives that cannot be efficiently secured through simple market exchanges" [17, 108]. Within the framework of this theory, speaking about the concept of the political market, most often believe the exchange system in which each of the actors has a certain value. The exchange is made of political products, which are activities that can be offered by one participant to another. One of the Central functions of the market is to balance the conflicting parties and interests. This balance is usually achieved by transforming a large number of requirements into several weighty ones that the authorities must take into account. Proponents of the rational choice theory note that the political market is similar to the consumer market in many characteristics. Similar features are: the structure, including levels, sub-markets and spheres of exchange, a certain logic of supply and demand, as well as the laws of product promotion. However, despite the similarity of the two markets, there are many differences between them. One of the distinctive features is the high conflict of interests, both external, between producers and consumers, and internal, between consumers. As a result, reconciling interests in the political market to further satisfy them is a more delicate and time-consuming process. The manufacturer, represented by the state, is interested in meeting the needs of the client, that is, the citizen, because, thus, he receives the benefit expressed in reducing the level of social frustration, increasing the loyalty of citizens. At the same time, the consumer in the person of the voter does not simply accept as a fact the set of available opportunities, but chooses the best of them.
Speaking about the peculiarities of the functioning of the political market, it is necessary to turn to neo-institutional analysis. Thus, the American economist D. North notes that democracy in politics is not equivalent to a competitive market in the economic sphere [14, 173]. Democracy is a condition for the functioning of the market, but not its content. A democratic society with universal suffrage is the most appropriate political structure in which it is possible to achieve conditions conducive to reducing transaction costs from political exchange to zero. These conditions include, first of all, the availability of information that allows us to draw conclusions about how a certain political decision will affect those whose interests it affects. In addition, the views and opinions of those whose interests are affected by the planned decision should be communicated to those who represent the interests. The results of the vote on the decision are regarded as either an absolute win or an absolute loss, in which case the losing party must receive compensation. It is believed that such an exchange is made at a low level of transaction costs, which means that the transaction is beneficial to both parties. At the same time, assistance in the implementation of such an exchange comes from political rules that determine the structure of society, decision-making, as well as the procedure for monitoring the implementation of political processes.
Political rules are only one of the levels that form the structure of the political market. In turn, the legislative, Executive and political parties and political movements, which are essential, constitute the structural level. In addition,
there is also a third level in the structure of the political market, which can be called symbolic, because it contains cultural content. In this sense, a product in the political market, which can be a political idea, a program, a candidate, or a territory, is a set of symbols denounced as "packaging", which can significantly affect the symbolic, subjective value of the product. At the same time, the cost that the consumer (voter) is ready to pay may be significantly lower or higher than the real value of the goods. This fact is another characteristic that brings together the political and commercial market. At the same time, marketing acts as a mechanism through which the development and promotion of a real product is carried out in accordance with the needs of consumers in both areas.
In the theory of marketing as a philosophy and culture of market behavior, it is a system of worldview. In this case, within the framework of this theory, two approaches are distinguished: adaptive and influencing. These two approaches express an alternative vision of the goals and objectives of political marketing. Thus, from the point of view of the adaptive approach, the purpose of marketing is to focus on the needs of citizens. Adaptation to the needs of citizens is proclaimed as the Central mission of marketing. According to the supporter of this approach P. Drucker, marketing is a business seen from the point of view of the final result, that is, from the point of view of the consumer [14, 200]. Speaking about political marketing from the position of an adaptive approach, it requires the inclusion of trends and hypotheses of political disciplines in the marketing strategy. Within the framework of this approach, political marketing is defined as an interdisciplinary field of knowledge, which involves the use of political marketing metaphors for the study and forecasting of policy. One of the developers of the adaptive approach Lees-Marshment distinguishes the following characteristics of political marketing: application to the study of not only political communication, but also to the behavior of the organization as a whole, the operation of marketing concepts, the integration of the theory of political science, the adaptation of marketing theory to the nature of politics, which is significantly different from business [20, 63]. The researcher also emphasizes that the technologies and concepts of political marketing can be used not only to study the activity of parties in the electoral period.
In contrast to the adaptive approach, the influencing approach proclaims the goal of marketing to influence the needs of individuals. Marketing is defined as a managerial technology of influence on mass behavior in competitive conditions. One of the Central methods of influence is communication channels, such as advertising, PR, event. From the point of view of the influencing approach, political marketing is one of the sub-disciplines of General marketing, which is aimed at improving the use of marketing tools in the political market. At the same time, it is impossible not to notice the existing backlog of political marketing from commercial marketing, in the field of which an adaptive approach has dominated for more than half a century. In the field of political marketing, the influencing approach continues to dominate, however, under the influence of socio-political phenomena, such as de-ideologization of politics, de-sacralization of power, transformation of the public sphere, marketing begins a progressive transformation towards an adaptive strategy. The primacy of the influencing approach significantly complicates theoretical research and leads to a simplified interpretation of terms and concepts in the field of political marketing.
Theoretical studies of marketing, implemented in the field of politics, today took shape within the framework of two Central schools: transactional (managerial) and school of relationships. Despite the fact that the opinions of both schools on the subject of the object of political marketing, which acts as a political market, converge, there are significant differences with regard to the subject of political marketing. Thus, representatives of the management school advocate a narrow understanding of the subject area of political marketing, which includes only the electoral process. In other words, the research focuses exclusively on the technologies of competition between political parties, candidates and political groups. So, the supporter of this approach F.N. Ilyasov notes: "Political marketing is a system of optimization of significant characteristics of the candidate and information impact on the target audience, aimed at obtaining the
maximum number of votes for the candidate" [18, 90]. In turn, based on the theory of the school of marketing relations, formed an extended interpretation of the subject area of political marketing, which includes in the subject field not only the technology of achieving power, but also the activities of public administration.
From the perspective of an expanded vision of the subject, political marketing is divided into electoral (electoral) and state (political and administrative). Due to the fact that the issues and technologies of selective marketing are already extremely well known and understandable in use, attention is currently focused on the use of marketing methods in the practice of public administration. In the center of political and administrative marketing is located all the space of relations between society and the state, managed and managed. At the same time, being "in the service" of the government, the marketing administration creates the basis for choosing not only ways of management, but also goals. Using marketing technologies, the state has the opportunity to successfully "sell" regulations to citizens, to ensure the effectiveness of state control.
In General, the formation of political and administrative direction of marketing takes place in the late 1970s, when the main characteristics of most developed countries were the growth of public debt and budget deficit. The crisis of the social state which could not adequately provide needs of the population was obvious [12, 147]. At the same time, the influence of the market factor and the private sector, offering services to the population, the quality of which was much higher than the state, was everywhere felt. The public sector found itself in a situation where it was necessary to increase real efficiency in order to increase the level of trust on the part of citizens. As a result, the state decided to resort to the marketing mechanism, which initially declared it as a technology capable of ensuring economic efficiency even in unfavorable conditions for the manufacturer. At the same time, the state had to significantly change the management model in order to fully use the marketing technology. There was a release from the rigid bureaucratic structure, immune to the needs of society and the establishment of a new type of management, characterized by a high degree of openness. That is why the role of communication channels in the framework of state marketing has become higher in comparison with electoral or commercial marketing.
Speaking about the objects of state marketing, it is worth noting how different they are from the objects of electoral marketing, despite their common affiliation to political marketing, which has an umbrella structure in this sense. So among the objects of political marketing are services provided by the state, as well as public goods. The objects may be the rights and obligations of citizens or organizations that have significant importance for the development of the state and society as a whole. Marketing efforts in this direction can lead to such results as: increased compliance with the laws, improving the environmental situation in the state, improving the safety of the population. Territories and territorial communities, in particular cities, regions and countries are also objects of state marketing. At the same time, in recent years, the state has focused on the territory as an object that needs a marketing strategy. Marketing technologies in relation to the territory begin to be considered from the position of achieving the goal of creating, maintaining or changing the attitude to a certain territory, both from the world political community and from the internal population [10, 38]. Moreover, due to the activation of regional development programs, the state and its individual territorial components are increasingly paying attention to marketing strategies. Federal and regional authorities are interested in promoting and "selling" the territory. At the same time, the authorities can act as a direct customer for the use of marketing strategies in relation to the territory, and as an intermediary when the initiative comes from an indirect agency or civil society. However, in any case, territorial marketing will be a kind of state marketing, since the territory, the transformation of which is carried out, is, as a rule, an integral part of public education, and therefore is a formal cell of political space. In addition, the territory is directly related to the management, which is carried out on it. Territorial administration is an activity that is aimed at regulating and creating conditions for the development of processes taking place in the territory
and objects located on it. Territorial administration, depending on the structural level, can be carried out by Federal, regional or local authorities. However, the goal of meeting the needs and interests of the community living in the territory remains unchanged. One of the mechanisms to increase the level of attractiveness and fame of the territory, as well as creating conditions for the effective use of resources is territorial marketing. Territorial marketing, in this sense, acts as a special type of management activity, the purpose of which is to create, maintain or change the relationship of internal or external community, the attention of which is interested in the territory. At the same time, significant changes occur in the essence of the management itself, which departs from the management of economic complexes towards the management of target audiences, which are both inside and outside the territory [9, 13].
At the same time, public administration bodies are not the only subjects of territorial marketing, since such groups as local producers or public organizations are also interested in it and can participate. The implementation of the process of territorial marketing is necessarily carried out on the basis of the developed strategy. In fact, territorial marketing can be presented as a tool for the implementation of the territory development strategy.
One of the main tools in territorial marketing, which allows you to implement the created strategy is event marketing. With the help of this tool, it becomes possible to attract attention to the territory, promote its interests through large-scale events. Holding a large-scale event allows, firstly, to improve the infrastructure due to significant funding for the event, and secondly, it allows you to turn the object, acting as a platform for the action of the event, into a landmark attraction, and thirdly, it allows you to attract famous people to the territory. Also event marketing allows you to create an image of the territory as the hostess of the event, which will contribute to its recognition on a global scale. Among the main advantages of event marketing is a long-term effect, because long before the event is already beginning to be used marketing technologies, and at the end remains to act formed brand territory.
At the same time, the participation of public authorities in the implementation of event marketing aimed at promoting the territory varies. Thus, the main models of participation include: strategic planning, long-term planning, pragmatic incrementalism. The strategic planning model is characterized by the definition of strategic goals, which is associated with the analysis of the external and internal environment from the position of opportunities and threats. The Central tool of the analysis is SWOT-analysis, which in addition to external opportunities and threats allows you to determine the strengths and weaknesses of the territory itself. A distinctive feature of strategic planning is a focus on the long term, as well as flexibility in relation to possible changes. Strategic planning of the territory involves the creation of a strategic model of positioning of the place and its further promotion. This model of participation of public authorities in the development of the territory, including through the use of event marketing technologies, is recognized as the most effective, because it allows you to create a valid result in the form of a brand territory. However, despite the high degree of efficiency, the strategic planning model is not always applied. As an alternative to it, there are models of traditional longterm planning and pragmatic incrementalism.
The traditional model of long-term planning is characterized by the construction of the vector of development of the territory from the present to the future by extrapolation. Participation of public authorities in the development of the territory on the basis of this model is characterized by orientation to the originally set goals without the possibility of their procedural change. Due to the fact that the results of the traditional planning are determined from the perspective of the present, and not the future moment, as a rule, they do not meet the changed over time requirements for them. This planning model is not intended to provide feedback, which also has a negative impact on the results, which tend to differ from the intended ones and do not satisfy the interests of the interested groups. The development of the territory within the framework of this model is ineffective, since the created brand is not relevant and is not popular among the target audience.
In turn, the planning model based on pragmatic incrementalism does not imply a focus on long-term goals. It implies short-term effects of actions and participation, which may not be as effective but "marginal", providing some approximation to improvement [19, 64]. Such a model of participation of public authorities in the development of the territory is characterized by the momentary decision-making aimed at obtaining instant benefits. The implementation of largescale events, on the principle of pragmatic incrementalism does not involve the integration of the event and its legacy in the long-term development strategy of the territory.
Thus, depending on the model of planning within which public authorities will build their participation in the process of event marketing, the promotion of the territory will have a different degree of success.
Among the events, especially affecting the development of the territory, there are such mega-events as: international forums, festivals, as well as Olympiads and world championships in the most popular sports, such as football. This event is one of the most significant not only in the sports world, but also in the world of Economics and politics. The championship brings huge profit and authority to the organizers and participants. Cities and countries where the championship is held are in the center of international attention.
Realizing how strong is the effect of the world Cup, as well as having some experience in the use of event marketing mechanisms for the development of territories; the Russian Federation in 2009 announced an official decision to apply for the World Cup 2018, held in Russia from June 14 to July 15. The initiative to hold was announced by the all-Russian Association of fans, and supported by Vladimir Putin, who at that time held the post of Prime Minister of the government of the Russian Federation. On the one hand, it was assumed that the championship will be a powerful guarantee of infrastructure development throughout the country. However, on the other hand, the focus was on the development of the image. In addition, the goal of strategic development of individual cities and regions within the country was fundamentally important. To achieve this goal, 11 cities were chosen as venues, including Moscow, St. Petersburg, Kazan, Sochi and Yekaterinburg, Samara, as well as Kaliningrad, Nizhny Novgorod, Volgograd, Saransk and Rostov-on-Don. The readiness of the selected territories at the time of their announcement as a host for the championship was quite different. Thus, Moscow, St. Petersburg, Kazan, Sochi already had the experience of large-scale sports events and were familiar with the mechanisms of implementation of sports and event marketing for the development and promotion of the territory, while the rest had no such experience.
At the end of the championship, you can see how the results differ in the host cities. In the framework of this study, attention is drawn to the question of how different was the effect of the 2018 FIFA World Cup in the host cities. Within the framework of which model and how successfully the state authorities of the territory acted in the process of using the sports event for the strategic development of the territory. Regional authorities were chosen for the analysis of the activities, as they undertook obligations under the agreements on holding the championship and supervised the daily preparation of the territory for its holding in each individual city.
As research already has noted, the participation of public authorities in the management of a large-scale event is based on one of the models that determine how successful the promotion of the territory will be at the expense of this event. The Central component in the process of territory promotion is positioning, which involves the development of a general strategy of the territory, containing the justification of the territory's goals, identifying its strengths and advantages, as well as its desired image of perception by the target audience. The use of event marketing technologies is not effective in the absence of such a strategy that integrates the conduct of a sports event in the consistent development of the territory.
Within the framework of the 2018 FIFA World Cup, all the selected host cities have developed strategies for social and economic development, the implementation of the goals of which is planned until a certain date. These
strategies are publicly available on the government websites of the regions hosting the championship. When analyzing the strategies, it can be noted that not every registered point of the 2018 World Cup, its value, as well as possible ways of using the legacy of the championship. In particular, the authorities of such cities as Moscow, Sochi, Kazan and Yekaterinburg have not prescribed the world Cup as one of the aspects of the strategic development of the territory. This state of affairs can be explained as the fact that Moscow, Sochi and Kazan already represent sufficiently developed territories for which the 2018 World Cup is not considered as an event-driven tool for the development of the territory. For example, the holding of the championship in Moscow was considered by the public authorities of this territory not as an opportunity, but as an objective reality, since the city is one of the most developed world capitals, which has all the necessary conditions for such an event. This lack of integration of the world Cup in the strategy of positioning the territory indicates the pragmatic incrementalism of the activities of public authorities of these territories. The activities of the public authorities of Kazan and Sochi, Moscow and Yekaterinburg in the preparation and holding of the championship turn into a one-time event that will not affect the development of the territory in the long term.
Despite the exclusion of a number of territories, the regional authorities of most of the host cities included the championship in the strategy of socio-economic development. However, the degree of integration varies, indicating that there are two management models: strategic planning and traditional long-term planning. Thus, in the framework of the strategy of the Nizhny Novgorod region 2035, adopted by the government of the Nizhny Novgorod region, there is only the need to ensure effective management of the sports facilities built for the world football championship FIFA 2018 [22]. The development of the priority project "Ensuring effective management of sports facilities built for the 2018 FIFA World Cup" was also highlighted. This strategy focuses on how the sports infrastructure will be used after the championship, which is quite important from the standpoint of profitability of the constructed facilities, but there are no points associated with the possible use of the championship to create a brand territory. Holding a World Cup is not seen through the prism of SWOT analysis, in order to designate it as an opportunity or a threat. Also, the position of how the city will position itself at the time of the championship is not formulated, the content of the information message for the potential target audience is not determined. Such a nature of the activities of public authorities of the Nizhny Novgorod region corresponds to the model of traditional planning, when the city before the championship was determined by the development strategy, which does not involve changes or deviations from the original goals under the influence of the 2018 World Cup.
The strategy for the socio-economic development of Volgograd until 2030 has been built in a slightly different way, which notes that the 2018 World Cup is supposed to be used as a catalyst for the modernization of transport infrastructure, due to ensure the mobility, safety of residents and connectivity of the territories of the districts, forming a single urban space [21]. However, this strategy does not mention how the sports heritage, as well as other tangible and intangible heritage of the championship will be used. There is also no vision of how the city will position itself for the target audience at the time of the championship, which indicates the activities of public authorities of the city, implemented on the model of traditional planning.
Within the framework of this model, the public authorities of St. Petersburg, Samara and Rostov-on-Don also acted. The strategy of socio-economic development of each of these territories included the championship from the standpoint of the use of its tangible and intangible heritage. Thus, the involvement of the 2018 World Cup in the development of transport infrastructure is noted in the strategies developed by the authorities of St. Petersburg and Samara. At the same time, in addition to the development of transport infrastructure, as part of the strategy of socioeconomic development of the Samara region for the period up to 2030, it is planned to use the championship as a driving force for the development of construction [23]. Within the framework of the strategy of economic and social development
of St. Petersburg for the period up to 2030, not only material goals of the territory development are noted, such as one hundred percent provision of the population with sports facilities, the achievement of which will be the 2018 World Cup, but also non-material ones, including the increase in the level of physical culture of the population. Also, the use of not only tangible but also intangible heritage of the 2018 World Cup is spelled out in the strategy of socio-economic development of the city of Rostov-on-Don for the period up to 2025. The strategy, on the one hand, notes the powerful infrastructure development, and on the other, the formation of conditions and motivation for a healthy lifestyle, involving all segments of the population in physical education and sports. In addition, raising awareness of citizens through the media about the impact on health of negative factors and the possibility of preventing them through physical education. However, such inclusion of the World Cup in the strategy of socio-economic development of the territories is limited, since it is considered only from the perspective of positive results. There is no strategic analysis of such a large-scale event from the standpoint of internal and external threats and opportunities, as well as the whole image of the territory, the positioning of which is expected.
Such shortcomings are absent in the strategies developed by the public authorities of Kaliningrad and Saransk. As part of the strategies of socio-economic development of these cities, the 2018 FIFA World Cup is considered not only from the perspective of using its heritage, but also as an opportunity, a strong side that the territory has. Thus, in the strategy of socioeconomic development of the city district "City of Kaliningrad" for the period up to 2035, the championship, based on the SWOT analysis, is highlighted as an existing opportunity for the strategic development of the territory. There is a focus through the championship to strengthen the model of development and positioning of the city as a territory of exhibition, fair and exhibition and congress activities. In this case, public authorities purposefully use sports and event marketing as a tool for territorial development.
Also, the mechanism of using the championship for the development of the territory in the strategy of socioeconomic development of the urban district of Saransk until 2025 is described in detail, the SWOT analysis carried out within which relates the 2018 FIFA World Cup to the strengths of the territory. It is noted that in connection with the adoption of the World Cup in 2018 will increase the prestige of the city district of Saransk in the Russian and world tourism arena. This strategy is the only one of the 11 presented, which prescribes an intangible category of image, the formation of which should significantly affect the championship. Moreover, the strategy also spelled out the vector of positioning the city of Saransk as one of the world's cultural capitals. For this reason, the championship is supposed to be used to demonstrate the cultural heritage of this territory, to draw the attention of consumers (guests of the 2018 World Cup) to its competitive advantages. In this case, the public authorities are also aimed at the involvement of a sports event as a marketing tool for the promotion of the territory. The similar nature of the strategies of Kaliningrad and Saransk suggests that the activities of the public authorities of these cities to promote the territory through the World Cup are implemented within the framework of the strategic planning model.
At the same time one more official evidence, in the framework of a model is the participation of public authorities in the process of positioning the territory in the framework of the world championship on football - 2018 are of the order about creation of working groups, as they contain information on the overall management of this event. In the majority of host cities can be used to detect the presence of such directives on the establishment of working groups, the purpo se of which states the provision of and holding of world football championship FIFA 2018.
The most detailed competences of this group were set out in the order of the Moscow government "About the City operational staff on ensuring coordination of preparation and carrying out in the city of Moscow of matches of the FIFA world Cup of 2018" [6]. One of the central tasks of the headquarters is interaction with the concerned executive authorities, federal executive authorities, public organizations and associations. The execution of this task corresponds to
one of the stages of marketing development of territory, namely the coordination of the interests of all interested groups. The administration of Moscow understands that such a large-scale event affects the interests of a large number of groups, without which it will be extremely difficult to achieve a change in attitude to the territory for the better.
The same task indicated in the order of the Governor of Nizhny Novgorod region "About creation of the regional organization of the Committee on the enforcement and implementation of world football championship FIFA 2018" the order of the Governor of the Rostov region " On the regional organizing Committee for the preparation and holding of the 2018 FIFA world Cup games in Rostov-on-Don" [7], and a Governor of the Volgograd region "About formation of working group on preparation and holding in Volgograd, matches of world football championship in 2018" . As part of the order of the government of the Republic of Mordovia "About the approval of the Republican target program "Preparation for carrying out in 2018 the world Cup" for 2013 - 2019"[3], this task was within the competence of several working groups. The key topics on which the interaction of the interested groups should be carried out are: safety, landscaping, attracting investments, coordination of construction and reconstruction, as well as activities related to the championship. Another important task of the working group was outlined in the order of the Sochi city administration "About creation of the working group on carrying out researches of influence of preparation and carrying out the FIFA world Cup 2018 on the social sphere, environment and economic development of the city of Sochi"[8]. The task is to identify and analyze short-term and long-term, direct and indirect effects that allow evaluating the effectiveness of sports and event marketing for the development of the territory. Setting and focus on achieving these objectives indicates the strategic nature of the activities of public authorities for the development of the territory in the framework of the championship.
At the same time, among the host cities there are those whose state authorities have not approved the working groups. These cities include: St. Petersburg, Kazan, Yekaterinburg, and Kaliningrad. This state of affairs can be called a significant omission, since the functional role of the working group is crucial for the championship and its application for the development of the territory. However, this deficiency is eliminated by the training programs developed in these cities by public authorities. In particular, the resolution "About the program of preparation of St. Petersburg for carrying out in 2018 the world Cup for 2014-2018"[4] approved by the government of St. Petersburg as one of the tasks noted the consolidation of efforts of the executive bodies of state power of St. Petersburg. Among the main objectives of this program is also indicated the formation of the benevolent attitude of the residents of St. Petersburg to the championship, which is very important for the implementation, since the implementation of the marketing strategy may be threatened in the event of a negative reaction of the local community to the event. Also, the task is to strengthen the image and increase the tourist and investment attractiveness of St. Petersburg as a modern European metropolis, which indicates the developed model of positioning of the city within the framework of the championship. Such tasks are also spelled out in the resolution of the city of Yekaterinburg "On approval of the Comprehensive program "About the approval of the complex program of Sverdlovsk region "The Program of preparation for carrying out in 2018 the World Cup"[5], in the resolution of the Cabinet of Ministers of the Republic of Tatarstan "About the approval of the Program of preparation for carrying out in 2018 the World Cup" [1], as well as in the resolution of the government of the Kaliningrad region "About the program of preparation for carrying out in 2018 the World Cup" [2].
Thus, in the process of positioning the territory within the framework of the 2018 FIFA World Cup, the activities of the public authorities of the host cities were carried out within the framework of different models. From the standpoint of the development of socio-economic strategies is dominant activity on the model of long-term planning. However, despite the differences in the level of socio-economic development and management of this development, taking into account the analysis of the decisions on the creation of working groups and the championship allows us to characterize
the activities of the authorities of most of the host cities as strategic planning. Public authorities of such cities as St. Petersburg, Nizhny Novgorod, Volgograd, Saransk and Rostov-on-Don have created strategies in which they tried to take into account the possibility of using the resources of the 2018 World Cup for the development and promotion of the territory.
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