Аннотация: определено содержание маркетинга территории и основные задачи, р е шаемые в его рамках. Установлено место маркетинговой стратегии региона в террито риальном маркетинге. Д ана авторская трактовка маркетинговой стратегии региона, определены ее основные составляющие. Выявлена взаимосвязь маркетинговой стратегии региона и комплексной стратегии его социально-экономического развития.

The effective strategic management of the competitiveness of domestic enterprises directly depends on the understanding of the development prospects, mission, and vision of the company's future by top management and employees. Due to the modern conditions of a rapidly changing business environment, we have to find new ways of competitive advantage management and new strategies to be successful. The development of modern economic science is focused on the creation of universal methods and management tools and techniques that could ensure the competitive development of enterprises. However, the rapidly changing business environment is the reason for the occurrence of barriers, such as the absence of a clearly defined strategy, misunderstanding of tools and methodologies, inability to foresee prospects for developing, inertia caused by excessive bureaucratization of the management system.

The upcoming digital transformation of the Russian economy requires the subjects of the Russian Federation to create comprehensive conditions for the widespread introduction of information and communication technologies in order to ensure effective interaction of the economic, social and cultural spheres. Based on the author's methodology for calculating the Digital Russia index, the digitalization level of the subjects of the Central Black Earth region is investigated. Based on the results of the assessment, an in-depth analysis of the digital development level of the Voronezh region was carried out; the specificity of the regional potential was identified in terms of prospects for overcoming the backlog, for which the formation of an IT cluster was proposed. A number of measures are proposed to eliminate imbalances in the ratio of the levels of the Digital Russia subindices in the Voronezh region, which can be implemented within the framework of the information technology cluster.

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