METHODOLOGICAL ASSESSMENT OF TERRITORIAL COMPETITIVE POSITIONS : CONSUMER GOODS AND SERVICES INDUSTRIES AND MARKETS INFRASTRUCTURE IN KEMEROVO REGION CASE STUDY

The priority tasks of the modern times include challenges in assessment of the industrial competitiveness. Today the problem of assessing the competitiveness of regions is the main and the first. When competition for investments, innovations and new technologies between regions increases, the role of their key competitive positions start to go up too. A development of methodological approaches to assessment of territorial competitive positions of a region is a primary focus of the article. Consumer goods and services industries and markets infrastructure of Kemerovo region were selected to be an object of the current study. The results of our earlier works presented three groups of competitive positions to assess competitiveness of a given region: territorial competitive positions of a region (TCP), industrial competitive positions of a region (ICP), territorial and industrial competitive positions of a region (TICP). The object of more detailed research is some positions of the first group. The TCP has been divided into two subgroups: basic TCP (based on geographical location and general resource potential) and controllable TCP (built up by a region proactively in a targeted manner). Today the region market infrastructure becomes one of the most important controllable TCP. It is academic and practical interest to work out assessment methods to evaluate a rate of its development and contribution into economic performance of a region. Market infrastructure was classified by three characteristics: functional and industrial, services markets, hierarchical. To evaluate development rate of consumer goods and services markets infrastructure in Kemerovo region we defined its components and suggested three groups of indicators: absolute and relative, flow data, overall. Sets of additional indicators further determine each of the above groups. Through the detailed analysis, the overall indicators were used to assess Kemerovo region economic structure and how industries and consumer goods and services markets infrastructure contribute to its GRP. We analyzed changes that occurred in economic structure of the region during the last years and presented macroeconomic, aggregated, enlarged model of Kemerovo region. The study generally concludes that there is a need to further strengthening of territorial competitive position in service sector.


INTRODUCTION
The priority tasks of the modern times include challenges in assessment of the industrial competitiveness.Today the problem of assessing the competitiveness of regions is the main and the first [1].In times of crisis and sanctions imposed by European Union competition grew inside the sector of consumer goods and services.Companies compete not only for markets to sell their products but also for investments, innovations, technologies.
The interest revealed by the prominent international researchers Peter Ferdinand Drucker [2], Michael Mescon [3], Michael Porter [4] and Russian scientists A.P. Pankrukhin [5], R.A. Fatkhutdinov [6] to the issue proves it to be one of the today's urgent topics.

OBJECTS AND METHODS OF STUDY
In the most general sense, competitiveness of any subject or object refers to a set of properties and values providing advantage in competition.
Competitive advantages of a given company can be attributed to by competitive possibilities and potential of a country, area, region, municipality and territories of market agents' location and functioning.
However, competitiveness of a territory can be assessed as based on the cooperation between territories along with assessment based on their competition.
Different types of competitive positions ensure competitiveness of a territory.We divided them into three major groups [7,8,9]: common territorial or given territorial competitive positions (TCP); industrial competitive positions (ICP); territorial and industrial competitive position (TICP).
We'll study the first group.Taking into account two aspects of territory definition the TCP can be further divided into two subgroups [10]: basic and controllable.There exist other groups: in-depth and shallow; basic and developed; tangible and intangible; economic determinant and strategic determinant.
Basic TCP will include: Basic and controllable territorial competitive positions can interact in creating synergy effects.
In the above case competitive positions dependent on geographical location give a way to competitive positions that territories create themselves continuously in the process of their development.For example, gain in competitive advantages can be achieved by building up the capacity of market infrastructure.
Building up the modern market infrastructure is an important way to ensure efficient production, investment and social activities.For a given region to increase its competitiveness, the market infrastructure should include an extensive network of different structures serving demands of market economy participants, in particular, intermediary, trade and sales companies, finance and credit institutions, companies providing information and legal support.Efficiency in business highly depends on reliable market infrastructure, on the understanding that dynamic and quite complex market relations put every investor and entrepreneur in the position when their success is impossible without coherent relations within operating cycle and its financial, credit and marketing support.
Before evaluating market infrastructure development rate it appears reasonable to classify it by the following features: function within the sector; service markets; hierarchical (ranking).Function within the sector feature differentiates between the following functions of infrastructure [11] (Table 1): We assessed the market infrastructure of Kemerovo region by the feature above and determined the following entities to be representative of the regional infrastructure: (1) Trade infrastructure of the region comprises wholesale enterprises, wholesale intermediaries, wholesale and retail enterprises, retail enterprises, foreign trade organizations, distribution centers, trade houses, wholesale fairs, exhibitions and booths, commercial centers, specialized distribution centers and warehouses; (2) Purchasing infrastructure mainly includes purchasing intermediaries, purchasing enterprises, wild plants procurement enterprises; (3) Finance and credit (investment) and insurance infrastructure is represented by commercial banks, nonbanking credit financial institutions (not licensed by the Russian Federation Central Bank), insurance firms, factoring companies; (4) Information technology infrastructure of the region comprises data processing service firms and telecommunication networks; (5) Real estate infrastructure includes: real estate sales and exchange centers, real estate sales and rental agencies; (6) The infrastructure of general commercial activity comprises consulting firms, advertising agencies, business centers, incubators, science and technology park, chamber of industry and commerce; (7) Economy related legal infrastructure is represented in the region by arbitrary courts, consulting legal firms, lawyers and notaries offices.
Regional infrastructure classification by types of infrastructures in terms of service markets and hierarchy (ranking) is shown on Fig. 1.
By services, markets infrastructures of the region can be presented by the following types: consumer goods and services markets infrastructure, industrial and technological products markets infrastructure, financial markets infrastructure including securities market, labor markets infrastructure, real estate markets infrastructure, information markets infrastructure, etc.
From hierarchical perspective of subordination and management (ranking) a region can display the following formats of infrastructures: international, national, interregional, regional, municipal (city, district), local.
To evaluate development rate of consumer goods and services markets infrastructure we suggested a set of indicators that includes three groups (Table 2): (1) Absolute and relative indicators; (2) Flow data; (3) Overall.First and foremost, it must be noted that consumer goods and services market infrastructure plays a major role in formation and functioning of the whole market infrastructure of a region.Consumer goods and services market consists of the following aggregated segments: food market, durable goods market (household appliances, consumer electronics), consumer services market, real estate market.
The group of absolute and relative indicators of consumer market infrastructure development rate should include: costs of capital funds and capital investing into their development in total, by formats, by segments and their share in total volume; total number of enterprises, their distribution by segments, formats; trade enterprises size in terms of floor space, number of seatings including stores, shopping malls, booths, kiosks, warehouses, public catering and service enterprises; trade enterprises customers capacity that is average number of buyers per a selected unit of time, turnover or revenue per a given enterprise, turnover or sales per square meter, average number of employees per a given enterprise; density coefficients of trade enterprises: a number of enterprises per square unit of a region, average floor space per 10.000 residents; number of employees: total, on average per one enterprise, on average per square meter of a floor space, revenue per employee, etc.; economic performance: of infrastructure as a whole, by aggregated segments, formats and enterprises.
This study offers to expand the group of indicators by adding the flow data.The latter includes time series of absolute and relative indicators, and compares given indicators in reporting period with the same indicators in base (reference) period using various mathematical statistic calculations.
Finally, the group of overall indicators can be applied to describe general quantitative and qualitative characteristics [12,13] of the role consumer market infrastructure and its aggregated segments play in regional economics.They represent contribution, share of the infrastructure in GRP, total capital investments and total number of employed in regional economics.Thus, a proportion of the consumer market infrastructure gross value added in regional GVA demonstrates the role of this infrastructure in the formation of present indicator.Ratio of a number of employed growth trend reveals that consumer market infrastructure attracts labor force that becomes available from manufacturing and other industries in the process of regional economic restructuring.
The state of the regional economic structure and its planned restructuring is a core competitive position, which predetermines actual opportunities for industries and market infrastructures to occupy its niche in regional, interregional and international commercial and economic relations.Regional economic structure predetermines segments and local market capacity, main directions of consumer goods and services by import and export.

RESULTS AND DISCUSSION
Industries contributions into gross regional products (GRP) define regional economic structure.
The study analyzed regional economic structure by the example of Kemerovo region.In 2012 GRP of the region was 717.7 billion roubles.It included 15 industries, 6 of which participate in production of goods and 9 render services (Table 3).The largest contributors into GRP from good producing participants are the following: mining -26.8%; manufacturing (including consumer goods) -15.8%; construction (including housing) -5.6%.
Total contribution of the above group into GRP -55.2%.
The largest contributors into GRP from service rendering participants are as follows: wholesale and retail sale -10.9%;real estate operations -9.4%; transport and communication (including public transportation and communication) -8.2%.
Total contribution of this group into GRP -44.8%.Thus, industries and infrastructure of consumer goods and services significantly contribute to GRP.
During the last 10 years the major changes occurred in the economic structure of Kemerovo region.During the period the share of goods production in the regional economic structure fluctuated within a range of 55-60%, and share of services fluctuated within a range of 40-45%.The given regional economic structure does not coincide with the structure of the developed economies.The latter "pyramid" is reversed: production of goods accounts for 30-40%, and rendering of services amounts to 60-70% (Fig. 2).
Further research provides insight into structural forming elements of regional economy.Aggregated macroeconomic enlarged model of the Kemerovo region economy can be presented as a "black box" pyramid (Fig. 3).
The model's point of entry shows raw materials and supplies totaling 1 247.1 billion rubles in 2012.At the exit the model shows total product for an overall amount of 1 964.8 billion rubles, current price.Gross regional product is formed inside the "pyramid" in the amount of 717.7 billion rubles.Total product output distribution: raw materials and supplies -63.5%, GRP -36.5%.
The ratio of resources used to produce output, value added and revenue by main types of activity is shown in Table 4.

Table 1 .
Regional infrastructures by function Marketing firms, consulting firms, advertising agencies, business centers, chambers of industry and commerce General economic legal infrastructure Arbitration courts, consulting legal firms, notaries and lawyers offices

Table 2 .
Market infrastructure development assessment indicators