Article 23213

Title of the article

 ROLE OF INTEGRATED SYSTEM OF MARKETING INFORMATION IN THE REGIONAL CLUSTERS

Authors

Semerkova Lyubov' Nikolaevna, Doctor of economic sciences, professor, head of sub-department of marketing, commerce and services sector, Penza State University (Penza, 40 Krasnaya str.), penzamarketing@mail.ru
Egorova Ekaterina Sergeevna, Postgraduate student, Penza State University (Penza, 40 Krasnaya str.), katepost@yandex.ru

Index UDK

 338

Abstract

Recently, the industry cluster structures are being established in the regions of Russia. In such a structure there is, as a rule, a large number of participants: final product and components manufacturing enterprises, organizations that provide specialized training, education, and information flow, conduct research and provide
technical support, government agencies and others. For the effective operation of the cluster it is necessary to create unified information space, providing the interaction of its participants. The purpose of the present paper is to consider the basic characteristics and structure of a regional cluster, investigate the role of the integrated system of marketing information in the activities of the regional cluster, as well as the creation of the model and the scheme of interaction of such a system from the inside and the outside of the cluster. After analyzing the different perspectives of scientists the authors have identified the main characteristics of the cluster, composed and described a generalized structure of a regional cluster. The researchers investigated the role of the integrated system of marketing information in the activities of the cluster and described the model of the system, which reflects information flows within the system and in the interaction with the external environment of the cluster. The authors point out a number of positive effects of establishing the integrated system of marketing information of the cluster. In order to improve competitiveness of the cluster it is necessary to form the integrated system marketing information that provides information and marketing development of relations between enterprises of the cluster based on modern technologies, creating a framework of inter-regional economic integration of the missing links of the value chain, common production standards, supply and management, active development of the cluster brands.

Key words

cluster, regional cluster, integrated system, marketing information, communication, information resources.

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References

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Дата создания: 24.09.2014 12:08
Дата обновления: 26.09.2014 09:03