ВНЕШНИЙ ИМИДЖ УНИВЕРСИТЕТСКОГО ГОРОДА (К ВОПРОСУ МЕТОДОЛОГИИ И ОПРЕДЕЛЕНИЯ ЦЕЛЕВОЙ АУДИТОРИИ)
Исследуется восприятие имиджа университетского города иностранными студентами. Работа основана на материалах опроса китайских студентов вузов города Томска. Полученные в ходе опроса данные иллюстрируют соотношение основных достоинств и недостатков внешнего позиционирования территории. Внешний имидж университетского города определен в статье как важный маркетинговый элемент политического менеджмента. ; Territorial image researches are a key mean of selecting the best strategy for implementing political goals of regional development. So at the present time the issue of territorial image has become the subject matter for many political scientists. According to the specialized literature there are two basic scientific approaches: phenomena and management approach. Phenomena approach describes and researches the mental characteristics of territory perception. This approach can be used to analyze foreign students behavior. Besides, this method is important mean of qualitative image research. Management approach is more effective in determining head directions of Citys marketing policy. However, management approach in territorial image researches marks objective lifes conditions on this territory. Questions in poll express specialties of this two approach and provide quantity monitoring of foreign students opinions about Tomsks image. Questionnaire consists from some independent blokes witch represents image of University City in different spheres. There are question about information, life condition, education, entertainment and etc. In summary conclusions of this poll give to Tomsks image some good opportunities for develop international contacts in educational service. For example, there are enough hight level of prestige education center, a good place to study Russian culture and language. Popular negative characteristics of image according to respondents are climate conditions, hard university study programs, cross culture communication, lack of information about Tomsk. This information about strengths and weaknesses elements of Outside University Citys image allow to plan effective promotion program by Citys government and public relation agencies.