Creation of an Image of a Sociocultural Institution as an Effective Tool of Competitiveness
Author(s)
Natal’ya V. Molchanova, Candidate of Sciences (Pedagogy), Associate Professor of the Department of Social and Cultural Activities, ORCID: https://orcid.org/0000-0002-1794-9621Volgograd State Institute of Arts and Culture
4 Tsiolkovsky St, Volgograd, Russia, 400001, tel.: +7 (8442) 974884, This email address is being protected from spambots. You need JavaScript enabled to view it.
Abstract
This paper examines the procedural basis for building an image of sociocultural organizations as an effective tool for competitiveness in the market for cultural services. The study focuses on image projection and the search for ways and means to increase the attractiveness of the image of cultural organizations to improve their performance. The research aims to identify modern tools to enhance institution prestige, including marketing, advertising, and public relations in the culture field, which are necessary to attract consumers. These tools will guarantee the development and expansion of a range of sociocultural services of the enterprise. These institutions should find an opportunity to independently build and maintain a positive image. All these measures are necessary to make these institutions competitive, efficient, recognizable, and attractive to the public, sponsors, and business partners, which will create demand for their services. Today, the establishment of the business reputation of any sociocultural institution and business success largely depend on interaction with public opinion.
Keywords: creation, image, sociocultural institution, tool, competitiveness, culture, service
For citation: Molchanova N. V. Creation of an Image of a Sociocultural Institution as an Effective Tool of Competitiveness. Pedagogicheskiy IMIDZH = Pedagogical IMAGE. 2021; 15(3):336-344. DOI: 10.32343/2409-5052-2021-15-3-335-344 (In Russ.).
UDС: 379.81
DOI: 10.32343/2409-5052-2021-15-3-335-344
The article was submitted 04.06.2021, approved after reviewing 06.08.2021, accepted for publication 02.09.2021.