Use of Regional Marketing Mechanisms in the Regional Decentralization Process

The main objective of decentralization consists in transferring a significant part of the powers and budgets from state bodies to local self-government bodies. This, in turn, should change the philosophy of management of settlements through the formation of the consciousness of the population as a participant in this administration and the main consumer of the system of improvement, security and social protection, the transformation of territorial authorities - as responsible for the social and economic development of the territory. However, the social and economic development of territories today requires investment and the use of new technologies to enhance competitiveness. One of the solutions to this problem is the use of regional marketing mechanisms. The purpose of the article is to study the state of decentralization of power and the process of formation of united territorial communities in Cherkasy region. In modern conditions, their effective functioning requires the formation of a positive image, positioning and conducting of constant marketing research in the conditions of growing competition. To this end, it is advisable to determine the state of implementation of marketing mechanisms in the formed communities, the prospects of attracting investment, the need for enterprises and organizations in populated areas. The conducted research showed that the state of reforming in the region is very slow, both due to the absence of legislative acts and management experience. However, state support and European experience allow us to look at the process of decentralization with optimism, and the use of modern regional marketing mechanisms will allow communities to develop successfully. As a result of the research, it has been found that the main factor in the successful functioning of the united communities is effective management and local enterprises, which, thanks to their effective work, manage to provide employment and wages for residents and fill the budget. Due to the application of a wide range of general scientific methods, it was possible to determine the state of decentralization in the region, the role of united communities in reforming the authorities, and to define methods and mechanisms for improving their development. With the help of methods of analysis and synthesis, it was possible to determine the peculiarities of the formation and implementation of the state policy of development of the united territorial communities. The method of generalization allowed considering foreign experience in reforming the authorities and the use of modeling and forecasting methods allowed identifying possible mechanisms of regional marketing in the united territorial communities of Cherkasy region and directions of their practical application.