Article 19118

Title of the article



Okhotnyy Artem Sergeevich, Student, Penza State University (40 Krasnaya street, Penza, Russia),
Utkina Natal'ya Vladimirovna, Candidate of economic sciences, associate professor, sub-department of marketing, commerce and services, Penza State University (40 Krasnaya street, Penza, Russia),
Ostashkov Aleksandr Valer'evich, Candidate of economic sciences, associate professor, sub-department of public administration and regional sociology, Penza State University (40 Krasnaya street, Penza, Russia),

Index UDK

338.48; 339.187; 796.5




Background. The social networks play in modern life a huge role. Currently they are used not only as a means of everyday communication, but also act as one of the most effective marketing tools for working with the target audience, including for organizations of the socio-cultural sector, particularly museums. The urgent task for the museum is applying social networking to promote the company and its services, and objects of natural and (or) cultural heritage administered by the Museum. The aim of this work is to analyze the possibility of using SMM as a tool for promoting regional objects of historical and cultural heritage in the Internet on the example of the promotion of the Zolotaryovskoe Gorodishche settlement of ancient settlement on a social network “VKontakte”.
Materials and methods. Implementation of research tasks was achieved on the basis of analysis of scientific works devoted to the study of the uniqueness the Zolotaryovskoe Gorodishche settlement. A special place in the framework of the present study is a work on museum marketing, theory and practice of SMM, promotion in social networks. Basic research methods: analysis, comparison, induction, deduction, analogy, classification.
Results. The article analyses a practical experience in the use of social network “VKontakte” as a platform for the promotion of the Zolotaryovskoe Gorodishche settlement as a unique historical and cultural place in Penza region.
Conclusions. Competent job of promoting in the online space through the use of social networks allows you to create and develop interest in regional objects of historical and cultural heritage that is one of the main and urgent tasks of marketing in the socio-cultural sphere.

Key words

marketing, museum marketing, promotion, SMM, social networks, Zolotaryov settlement, tourism, Penza region

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Дата создания: 13.06.2018 14:24
Дата обновления: 01.10.2018 14:12