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the Purposes and research problems.

the practical importance and a scientific urgency of a problem have predetermined a choice of a theme of research, statement of its purpose and the formulation of problems. The purpose of dissertational research consists in working out of marketing strategy of a sustainable development of the enterprises of a turistsko-recreational complex in region on a basis segmentatsionnogo the approach, structurally-institutsionalnoj characteristics of the regional market of tourist services (on empirical base of research of process in one of regions of the South of Russia - Republic Adygea) and formation of necessary information base for working out of regional marketing strategy. For achievement of the given purpose, it agree to the logician of research, in work following primary goals have been delivered and realised: - To formulate substantive provisions of development of marketing strategy of the enterprises of a turistsko-recreational complex with use segmentatsionnogo the approach; - To analyse structurally-dynamic laws of formation and development of a regional turistsko-recreational complex, the mechanism of its functioning in regional vosproizvodstvennom process; - To reveal the regional factors defining formation of a turistsko-recreational complex of republic; - To give structurally-institutsionalnuju the characteristic of a regional turistsko-recreational complex; - To investigate supply and demand structure in the tourist market of Republic Adygea; - To create the information base necessary for working out of strategy of a sustainable development of the enterprises of a turistsko-recreational complex of Republic Adygea; - To develop marketing strategy of a sustainable development of a turistsko-recreational complex in region by means of a market segmentation. As object of research the turistsko-recreational complex of Republic Adygea acts. Subject research are process of formation of research of the markets of tourist services and economic mechanisms of working out of marketing strategy of a sustainable development of the enterprises of a regional turistsko-recreational complex. Methodological and theoretical basis of dissertational research were the proceedings presented in classical and modern works of domestic and foreign scientists on the given problem. In dissertational research principles system, structurally-funktsionalnoju were used and comparative analyses, ekonomikestatisticheskie approaches, at realisation of marketing researches the interviewing method under the program of selective supervision was used. Is standard-legal base of work have made legislative and normative statements of the Government of the Russian Federation, the local public authorities, regulating pravootnoshenija in sphere of tourist services. Information-empirical base of research statistical data of Goskomstat of the Russian Federation, data of Goskomstat of Republic Adygea, Committee but to tourism, physical training and Republic Adygea sports have made, materials of regional researches and system engineering of monitoring of the regional tourist market. Results of single selective researches źRegionalno-marketing researches of a supply and demand of the market turistsko-rskreatsionnyh Republic Adygea services╗, conducted by the author in 2001-2002г were used also. The substantive provisions born on protection: On specialisation źregional economy╗: 1. Dynamics of structural shifts in regional transitive economy, except macroeconomic factors, is defined by the specificity of region caused by a unique combination of prirodno-resource conditions, creating possibilities of development of turistsko-recreational activity, and also requirement of overcoming of the developed structural deformations of economy of region and restoration of a natural mode mezovosproizvodstvennogo process.
Re-structuring of economy of region should include strategy of stage-by-stage transition of turistsko-recreational branch in structure of leading branches of economic specialisation of economy of Republic Adygea. The influence essence turistsko-rskreatsionnogo a complex on economy of republic that it has high enough multiplicate effect of increase in demand for services, its development gives an impulse first of all to expansion of all sphere of services. 2. The regional market of turistsko-recreational services is in close interaction with other markets regional vosproizvodstvennoj systems, develops under the influence of demographic, social and economic, ethnic, scientific and technical. Prirodno-climatic factors. For the given type of the market it is revealed asimmetrichnost structures of a supply and demand owing to insufficient volume of investments, significant wear of a material and technical base, absence of information base about potential consumers. 3. In modern conditions the regional market of turistsko-recreational services of Republic Adygea is characterised by following tendencies: falling of growth rates of demand for tourist services and demand stagnation on a high level, at potential demand substantial growth; the consumer of turistsko-recreational services became more selective both concerning quality, and concerning the price; demand for turistsko-recreational services is more elastic in relation to change of aggregate incomes, than to the prices; character of demand - seasonal; the share of the organised tourism at competition strengthening on it in market total amount is not changed; the number of tour operators constantly increases; overcoming of a division of labour between tour operators and that-rageitami is observed; there is no effective mechanism of state regulation of tourist branch. 4. Dynamics of social and economic development of region as a whole and increases of productivity of resources of a turistsko-recreational complex of Republic Adygea, in particular, in the strategic period of time is defined: a condition and a material and technical base level of development, labour, prirodno-climatic resources; use of turistsko-recreational resources of peripheral mountain territories by means of rational placing of elements of an infrastructure of the market of turistsko-recreational services of Republic Adygea; escalating of a network of turistsko-recreational establishments by building new and reconstruction of available camp sites, hotel complexes, boarding houses of rest, the other tourist enterprises and the organisations; orientation turistsko-rekrsaiionnogo a complex on strategic marketing. On specialisation "marketing" ' 5. The major component of process of re-structuring of economy of regions of the South of Russia is development of a turistsko-recreational complex in Republic Adygea, information-marketing and methodical support of subjects of the market. 6. For effective activity of the enterprises of a turistsko-recreational complex in the regional market in the developed conditions, application of strategy of conversion marketing, and also "nishevoj" marketing strategy is expedient. As the most effective model of strategic marketing of tourist services in region M.Bitnsra's focused on the target consumer model, revealed during marketing segmentation acts. 7. Realisation of segmentation of the tourist market and positioning of a tourist product on the chosen target market segments is the major direction of the preplanned marketing analysis, a basis of formation of marketing strategy of development of a turistsko-recreational complex in region. 8. Marketing strategy of a sustainable development of a turistsko-recreational complex of Republic Adygea should be based on maximum use of unique tourist and recreational resources with yчeтov1 prirodno-climatic conditions of region and mountain areas of the North Caucasus, and achievement of a strategic target of transformation of a turnetsko-recreational complex in a complex federal and between national significance. 5. Regular realisation of marketing researches for creation of information base and maintenance of monitoring of development of that-ristsko-recreational complex of republic Is required. Scientific novelty of dissertational work is defined by author's operating time in the field of theoretical approaches and empirical research of development of a turistsko-recreational complex at level of region, perfection of methodology of formation of marketing strategy of a sustainable development of a regional turistsko-recreational complex. 1 Іаучная novelty of work also consists in research of a problem of a market segmentation of turistsko-recreational services as bases of formation of marketing strategy of a sustainable development of the enterprises of a regional turistsko-recreational complex. Basic elements of scientific novelty of dissertational research consists in the following: On specialisation ź[tegionalnaja economy╗: 1. The model of the marketing analysis is developed adapted for conditions and features of a turistsko-recreational complex, allowing to investigate and reveal specific features and modern lines of development of a regional turistsko-recreational complex. 2. Main principles are generalised and factors of formation of a turistsko-recreational complex on the basis of the analysis of social and economic development of region are revealed. 3. Conceptual directions of a sustainable development of the enterprises of a turistsko-recreational complex of Republic Adygea in the strategic period, consisting in development of internal tourism are established and reasonable: formation of a turistsko-recreational economy and its integration in system of the Russian and international tourist market; advancement of image of territory, as zones of stable tourism; the organisations of complex monitoring of environment and natural resources; creation of programmno-information complexes; formation of databases about potential consumers. On specialisation "marketing": 4. The interrelation of realisation of marketing strategy in sphere of those-ristsko-recreational services with improvement by the general social and economic situation in the Republic Adygea, consisting in stabilisation and occupational level increase, preservation of a natural resource and a historical and cultural heritage, improvement of ecological conditions, attraction of additional means in the republic budget, development of allied industries of economy of region is revealed. 5. Empirical marketing researches of the regional market of turisgsko-recreational services are carried out, for the first time on its basis target segmentation is conducted, the target segment of the tourist market of Republic Adygea on the basis of offered by the author segmentatsionnogo the approach with allowance for demographic, geographical, psychographic, behavioural and social and economic criteria is revealed. 6. The marketing information system of the tax and data processing about natural, turistsko-recreational resources, potential of the regional tourist enterprises, about the preferable market segments, used for effective working out and realisation of regional marketing strategy of a sustainable development of the enterprises of that-ristsko-recreational complex of Republic Adygea (on the basis of marketing researches) is offered. 7. Marketing strategy of a sustainable development of the regional turistsko-recreational complex, including system of the scientifically-proved forms and methods of regulation of activity of the enterprises 8 is developed. Turistsko-recreational complex; rational use turi-stsko-rskrsatsionnyh resources; the organisation of a complex of monitoring; development of system of communications and information base of the enterprises; investment and innovative actions of development of a turistsko-recreational complex. The theoretical and practical importance of the dissertation consists that se substantive provisions can be used as methodical toolkit for the further analysis of problems of development of a regional turistsko-recreational complex. Results of the carried out marketing research can be used by working out of federal and regional programs of development of tourism. Theoretical and methodical workings out of dissertational research are used in educational process at an exposition standard, base economic and special courses on problems of strategic marketing of tourist services. Applied value of the conducted researches sosjuit that the program developed by the author źRegionalno-marketing researches of a supply and demand of the market of turistsko-recreational services of Republic Adygea╗ is used by Committee on tourism, physical training and Republic Adygea sports at realisation of researches of the regional tourist market. Work approbation Work substantive provisions have been reported, discussed at scientifically-methodical conferences of the Sochi state university of tourism and resort business. A Maikop state institute of technology, the Kuban state university of Armavir branch, in 1999-2002Г. Dissertational work consists of the introduction, three heads, the conclusion, the bibliographic list of the used literature and 12 appendices.
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A source: Pisarev Galina Sergeevna. WORKING out of MARKETING STRATEGY of the SUSTAINABLE DEVELOPMENT of the ENTERPRISES of the TURISTSKO-RECREATIONAL COMPLEX In REGION (ON REPUBLIC Adygea MATERIALS) / the Dissertation. 2002

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