The article offers a modern market-based approach to the management of the region attractiveness and creation of the conditions enabling to affect the market value of goods and services sold in a particular geographical area. The authors consider a region or separate territory as an independent subject of economic relations, which possess their own market potential and their competitive position, which is subject to the directed changes and is formed under the influence of strategies applied in respect of the strategies, which are applied by territories. As a tool for the formation of a promising value orientation of the region and the creation of its unique image in the minds of potential consumers and investors, the paper proposes to use a strategy for a breakthrough positioning. The article substantiates the use of a tool of the breakthrough positioning for advancement at such a specific market as the market of territories. The paper offers the basic conceptual components of the application of the breakthrough strategy of positioning of region and, by means of the examples of application, it demonstrated the possibility of using of different dominant factors in the development of the region in order to consolidate its market position or to create a new market, associated exclusively with the territory. The article provides a comparison of the successful examples of the positioning of the regions according to the matrix areas of the design technology and demonstrates the main directions in formation of the key competitive advantages of the regions, achieved through a strategic position, which they occupy. The authors define the main factors responsible for the creation of a market breakthrough, and due to the combined impact of which region or separate area can get a much higher consumer valuation to attract significant investment and generally take more attractive market position.
Keywords: region positioning, generic products, kitch products, high-tech products, breakthrough territory, SET-factors, value identity
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