Abstract:

The article examines the transformation processes of regional cultural policy in the context of modern socio-cultural changes. The role of innovative management and marketing approaches in the formation of an effective system of cultural management at the regional level is substantiated. The main directions of cultural policy modernization are identified, related to the use of digital technologies, the development of cultural industries, the activation of partnership management models and the implementation of modern marketing strategies. It is proven that innovative management tools contribute to increasing the competitiveness of cultural institutions, attracting a wider audience and forming a positive image of the region.

The transformation of regional cultural policy is taking place under the influence of profound socio-cultural changes associated with globalization, digitalization and the development of creative industries. In these conditions, traditional approaches to managing the cultural sphere need to be modernized and supplemented with innovative management technologies.

Innovative management approaches contribute to increasing the efficiency of managing cultural institutions, developing partnership models of interaction and activating public participation in the cultural life of regions. At the same time, marketing strategies ensure the popularization of cultural products, the formation of a positive image of territories and the attraction of new audiences to cultural activities.

Modern management practices involve the use of strategic planning, digital communications, audience marketing research, branding of territories and the development of creative industries. This allows to increase the efficiency of cultural institutions, promote the popularization of cultural heritage and attract new resources for the development of the cultural environment.

Keywords: regional cultural policy, socio-cultural space, innovative technologies, cultural management, cultural marketing, cultural industries.

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