ГЕОМАРКЕТИНГ-НОВЫЙ КОНЦЕПТ ИЛИ ПРИКЛАДНОЙ ИНСТРУМЕНТ БИЗНЕСА? В статье рассмотрены вопросы применения геомаркетинга в качестве инструмента принятия решений по созданию или расширению бизнеса. Предложены направления развития концепта маркетинг-микс с модификацией инструмента «Место». Описаны группы факторов (географические и маркетинговые), используемые для анализа при проведении геомаркетингового исследования. Приведена матричная группировка-сравнительный анализ наиболее распространенных геомаркетинговых моделей, выделены их возможности и ограничения. Разработан методический подход к проведению геомаркетинговых исследований, включающий модель определения вероятности посещения клиентом конкретного места (объекта недвижимости). Сделаны выводы о возможностях применения геомаркетинга для формирования пула объектов недвижимости из числа доступных для аренды (покупки) и выбора оптимального варианта. Приводятся результаты апробации авторских разработок на примере выбора места для открытия в городе нового барбершопа. Ключевые слова: геомаркетинг, географические и маркетинговые факторы, геомаркетинговые модели, оценка расположения объекта недвижимости.

The situation of the pandemic has put the world community before the choice of forms and methods of combating coronavirus, while balancing the interests of the economy, healthcare and society as a whole. Until now, a unified approach to the use of restrictive measures has not been formed in the world. China's non-standard experience is extremely interesting to study. The article reveals the essence and influence of the zero-tolerance strategy in the COVID-19 period events on the Chinese economy. The macroeconomic indicators of GDP, unemployment, inflation in comparison with other countries of the world are analyzed. A comparison of data on the incidence of COVID-19 in various states was carried out. It was revealed that the zero strategy for combating coronavirus infection provides for strict lockdowns against both infected and the entire area of residence. A more democratic strategy provides for the isolation of the patient and his direct contacts. China's policy is focused on the task of non-proliferation of the epidemic while ignoring the negative effects on the country's economy. The macroeconomic dynamics of the country's indicators during the pandemic worsened under the influence of not only the systemic global crisis, but also because of tough anti-coronavirus measures. This situation is a consequence of the change in the priorities of China's long-term policyfrom purely economic to social. At the same time, the zero-tolerance strategy proves its high medical effectiveness in terms of morbidity of the population.

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The article analyses the relevance and necessity of developing a system of monitoring indicators of municipal programs by local self-government bodies in connection with adopting the Program of the Government of the Russian Federation concerning improving the efficiency of the public municipal finance management. Indicative monitoring of municipal programs is necessary for municipal authorities to adjust both individual indicators and programs in general in a timely manner. This provides an opportunity to manage the effectiveness of programs as well as to match the development goals of social and economic systems at different levels, including national goals. The basis of the indicative approach to the management of municipal programs is the existence of a long-term strategy for the social and economic development of the municipality, as well as a set of economic regulators. The basis of the monitoring is evaluating intermediate indicators of programs (reference points of implementation), monitoring the implementation of programs: final indicators, taking management decisions concerning the adjustment. The article proposes creating and applying a unified standard procedure for assessing the effectiveness of municipal programs, and gives recommendations to local selfgovernment bodies on the use of various methods of assessing the achievement of target indicators. As a result, municipalities will be able to control the use of resources and determine the strengths and weaknesses of their territory, which will allow taking timely and informed management decisions. The authors propose the method of monitoring the indicative indicators of programs. The unified methodology will allow comparing municipal entities of the Russian Federation according to the level of development, identifying and spreading successful practices of implementing municipal programs and their efficiency management. The paper presents the results of testing the methodology using the municipality of Volgograd as an example.

Abstract.To reduce the risks of economic activities of organizations in the public sector of the economy, it is advisable to include the monitoring of the current functioning and forecasting the prospects of organizations' development in the sector, regional, national contexts in the management system.The implementation of monitoring in the process and system approaches is considered, it is established that the monitoring is integrated into the "monitoring" and "planning" functions, respectively, and the shortcomings of this integration are shown. The process approach is currently used in public administration, and the quality of monitoring cannot be called high. It is proved that for the purposes of indicative management, integration with the organization function is necessary. The evidence base consists in the place of monitoring in the general system of indicative management and its methodological basis, including the concept of monitoring, its object, subject, purposes and functions. The authors reveal the target and structurally functional focus of monitoring has been established in relation to the indicative management of social organizations.