Increase the Investment Attractiveness of the Region Based on the Development of Investment Marketing

Abstract

Investment attractiveness is crucial for regional economic development, influencing modernization, international integration, and socio-economic growth. In Uzbekistan’s Surkhandarya region, enhancing investment attractiveness has become a strategic priority, requiring systematic approaches to align investor interests with regional capacities. However, there remains insufficient integration of investment marketing tools, such as the “4R” complex, into regional policy to fully harness competitive advantages and attract foreign direct investment effectively. This study aims to analyze factors shaping investment attractiveness and to propose marketing-based frameworks for optimizing regional investment environments. Findings reveal that Surkhandarya’s fixed capital investment reached 17,956.0 billion soums in 2023, a 55.2% increase from 2022. Districts like Boysun (91.8%), Sherabad (90.2%), and Angor (60.3%) exceed the regional average in attracting foreign investment. The research identifies that regional marketing strategies integrating product, price, place, and promotion dimensions enhance the alignment of stakeholder interests and facilitate efficient resource mobilization. This article proposes conceptualizing investment projects and enterprises as marketable products, enabling evaluation through marketing perspectives and improving strategic targeting within regional development policies. The proposed marketing-oriented approach provides a universal method for assessing and enhancing regional investment attractiveness, applicable across sectors and ownership types. It offers policymakers and regional managers a practical framework to foster competitiveness, attract investors, and promote balanced socio-economic development.