Korolev A.V., Yarosh O.B. Market Positioning of Administrative and Territorial Units of the Republic of Crimea

Artem V. Korolev
V.I. Vernadsky Crimean Federal University, Simferopol, Russian Federation

Olga B. Yarosh
V.I. Vernadsky Crimean Federal University, Simferopol, Russian Federation

Abstract. The features of economic zoning and distribution of productive forces of the Republic of Crimea are analyzed. It is shown that the existing zoning for seven economic micro-regions is outdated since their boundaries have not been revised for the last 30 years. During this period of time, there were changes in the target specialization of the regions, and the processes of divergence intensified. The development of such areas is associated with the change in their product positioning and the formation of the concept of origin place, including the transfer of images of the area to a specific product produced by it. By supporting and promoting traditional products of regional origin, it is possible to achieve the development of depressed rural areas. Thanks to this, there is also the possibility of preserving cultural, culinary heritage and traditional ecological production methods. The regional prospects for the development of traditional products within economic potential of individual specific municipalities of the Republic of Crimea are shown. The commodity positioning of administrative and territorial formations is substantiated from the point of view of production capabilities of agricultural and processing enterprises of the peninsula. The opportunities of development of traditional regional products are revealed. The promotion of a traditional product or a regional brand is usually based on its quality characteristics, but  this is far from enough since it is not a guarantee for high sales. Despite broad prospects for the sale of such products in supermarkets and large stores, a balanced choice of distributors is necessary, taking into account the fact that such products are positioned as high-quality, fresh ones. It is concluded that in tourist areas it is advisable to organize shorter distribution channels that allow selling authentic goods to the manufacturer directly through specialized stores and fairs, individual entrepreneurs, and small businesses.
Key words: commodity positioning, traditional product, regional product, regional trade, brand.
Citation. Korolev A.V., Yarosh O.B., 2023. Market Positioning of Administrative and Territorial Units of the Republic of Crimea. Regionalnaya ekonomika. Yug Rossii [Regional Economy. South of Russia], vol. 11, no. 2, pp. 180-192. (in Russian). DOI: https://doi.org/10.15688/re.volsu.2023.2.17
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