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Gh \ lhf `_, 2014, ]h^m ;_eZjmkv klhedgmeZkv k k_jv_agufb \g_rgbfb \uah\Zfb, dhlhju_ [ueb k\yaZgu kh kgb`_gb_f fbjh\uo p_g gZ g_nlv b wdkihjhlbjm_fu_ g_nl_ijh^mdlu, ^_\Zev\Zpb_c jhkkbckdh]h jm[ey, wkdZeZpb_c kblmZpbb \ MdjZbg_. 9 H[ahj blh]h\ \g_rg_c iheblbdb J_kim[ebdb ;_eZjmkv b ^_yl_evghklb Fbgbkl_jkl\Z bghkljZgguo ^_e \ 2014 ]h^m [We_dljhgguc j_kmjk]. – 2015. – URL: http://mfa.gov.by/publication/reports/a2973e28e4b86261.html 10 :g^j_c Dh[ydh\ ijh\_e aZk_^Zgb_ Ij_ab^bmfZ Kh\_lZ Fbgbkljh\ [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.government.by/ru/content/5840 9 >ey ijbgylby ^hihegbl_evguo f_j ih hk\h_gbx gh\uo aZjm[_`guo jugdh\ aZ [_ehjmkkdbfb qbgh\gbdZfb \ukhdh]h mjh\gy aZdj_ibeb dhgdj_lgu_ kljZgu b j_]bhgu, Z dhhj^bgbjmxsbf hj]Zghf ih ^b\_jkbnbdZpbb b gZjZsb\Zgbx wdkihjlZ [ueh hij_^_e_gh Fbgbkl_jkl\h bghkljZgguo ^_e, dhlhjhfm ihjmqbeb «g_ihkj_^kl\_ggh \aZbfh^_ckl\h\Zlv k ^he`ghklgufb ebpZfb, aZdj_ie_ggufb aZ kljZgZfb b j_]bhgZfb»11. < dZq_kl\_ gh\uo i_jki_dlb\guo jugdh\ ^ey [_ehjmkkdh]h wdkihjlZ gZ 2015 ]h^ [ueb m`_gZa\ZgulZdb_kljZgu, dZd: 1. :e`bj. 2. ;Zg]eZ^_r. 3. ;Zoj_cg. 4. ;hkgby b =_jp_]h\bgZ. 5. =j_pby. 6. >Zgby. 7. Abf[Z[\_. 8. Bhj^Zgby. 9. BkiZgby. 10. DZf[h^`Z. 11. D_gby. 12. Dbij. 13. Dm\_cl. 14. EZhk. 15. FZd_^hgby. 16. FZeZcaby. 17. FZjhddh. 18. G_iZe. 19. Ghj\_]by. 20. GbdZjZ]mZ. 21. HfZg. 22. IZgZfZ. 23. I_jm. 24. Ihjlm]Zeby. 25. KZm^h\kdZy :jZ\by. 26. K_g_]Ze. 27. Kbg]Zimj. 28. Lh]h. 29. Lmgbk. 30. Mjm]\Zc. 31. Nbebiibgu. 32. Ohj\Zlby. 33. Q_jgh]hjby. 34. Qbeb. 35. Rjb-EZgdZ. L_f g_ f_g__, b\i_j\hfd\ZjlZe_ 2015 ]h^Z fZdjhwdhghfbq_kdZy kblmZpby \ ;_eZjmkb ijh^he`ZeZ nhjfbjh\Zlvky \ mkeh\byo km`_gby hkgh\guo wdkihjlguo jugdh\. H[t_f [_ehjmkkdh]h wdkihjlZ ih lh\ZjZf b mkem]Zf khdjZlbeky aZ ^\Z i_j\uo f_kypZ ihqlb gZ q_l\_jlv. «K gZb[hevrbfb \uah\Zfb b ljm^ghklyfb klhedgmebkv ijhfure_ggu_ ij_^ijbylby, \ i_j\mx hq_j_^v \ kn_j_ fZrbghkljh_gby»12. Ihwlhfm m`_ \ Zij_e_ 2015 ]h^Z gZ ijZ\bl_evkl\_gghf mjh\g_ ijha\mqZeh ij_^eh`_gb_ h g_h[oh^bfhklb 11 =jb]hjh\bq, L. >ey gZjZsb\Zgby wdkihjlZ aZ [_ehjmkkdbfb qbgh\gbdZfb aZdj_ibeb dhgdj_lgu_ kljZgu b j_]bhgu / L. =jb]hjh\bq // [We_dljhgguc j_kmjk].– 2014. – URL: http://www.belta.by/economics/view/dlja-naraschivanija- eksporta-za-belorusskimi-chinovnikami-zakrepili-konkretnye-strany-i-regiony-62465- 2014 12 FZl\__\, <. IjZ\bl_evkl\h ;_eZjmkb j_Zebam_l dhfie_dk f_j ih ih^^_j`d_ wdkihjlZ / <. FZl\__\ // [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.belarus.by/ru/government/events/pravitelstvo-belarusi-realizuet-kompleks- mer-po-podderzhke-eksporta_i_0000019944.html 10 [he__ ^bgZfbqgh]h kf_s_gby p_gljZ ly`_klb \ wdkihjlghc iheblbd_ k jhkkbckdh]h jugdZ gZ bgu_ gZijZ\e_gby. 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Ijb wlhf «hkh[h_ \gbfZgb_ [m^_l m^_e_gh ^b\_jkbnbdZpbb wdkihjlZ»14 \ ke_^mxs_f khhlghr_gbb: jughd ?\jZabckdh]h wdhghfbq_kdh]h khxaZ – 37,3 ijhp_glZ; jughd ?\jhi_ckdh]h khxaZ – 35,2 ijhp_glZ; jugdb bguo kljZg – 27,5 ijhp_glZ. < [he__ hl^Ze_gghc i_jki_dlb\_ – d 2020 ]h^m, – dZd wlh ke_^m_l ba h[gh\e_gghc \ dhgp_ yg\Zjy 2016 ]h^Z ^bj_dlb\u 3 “H ijbhjbl_lguo gZijZ\e_gbyo mdj_ie_gby wdhghfbq_kdhc [_ahiZkghklb ]hkm^Zjkl\Z”, ij_^mkfhlj_gh h[_ki_q_gb_ ieZghf_jghc ^b\_jkbnbdZpbb [_ehjmkkdh]h wdkihjlZ ^ey ^hklb`_gby jZ\gh]h jZkij_^_e_gby ihklZ\hd ba ;_eZjmkb f_`^m m`_ gZau\Z\rbfbky \ur_ jugdZfb \ khhlghr_gbb: lj_lv – lj_lv – lj_lv. «Wlh iha\hebl k[ZeZgkbjh\Zlv \g_rgxx lhj]h\ex ;_eZjmkb, hk\hblv gh\u_ jugdb k[ulZ b aZdj_iblvky gZ gbo, khdjZlblv jbkd aZ\bkbfhklb wdhghfbq_kdh]h jhklZ ;_eZjmkb hl jhklZ hl^_evguo kljZg – lhj]h\uo iZjlg_jh\»15. < wlhc k\yab i_j_^ \k_fb aZbgl_j_kh\Zggufb klhjhgZfb \ kljZg_ ihklZ\e_gZ aZ^ZqZ hkms_kl\blv ihbkd b \g_^j_gb_ gh\uo nhjf b f_lh^h\ ijh^\b`_gby [_ehjmkkdbo lh\Zjh\, jZ[hl b mkem] gZ ljZ^bpbhggu_ b gh\u_ jugdb k[ulZ, Z lZd`_ jZkrbjylv f_`^mgZjh^gmx dhhi_jZpbx iml_f kha^Zgby ^he]h\j_f_gguo Zevygkh\ jZaebqgh]h lbiZ – \ \b^_ kh\f_klguo ijhba\h^kl\ aZ ij_^_eZfb ;_eZjmkb, njZgqZcabg]h\uo, ebp_gabhgguo b ebabg]h\uo kh]eZr_gbc – ^ey hk\h_gby i_j_^h\uo l_ogheh]bc, \uimkdZ gh\uo lh\Zjh\ b khijh\h`^_gby bo j_ZebaZpbb khimlkl\mxsbfb mkem]Zfb. < qbke_ ijbhjbl_lh\ gZa\ZgZ lZd`_ hj]ZgbaZpby khljm^gbq_kl\Z 14 Ml\_j`^_g dhfie_dk f_j ih j_r_gbx aZ^Zq khpbZevgh-wdhghfbq_kdh]h jZa\blby ;_eZjmkb \ 2016 ]h^m [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.government.by/ru/content/6206 15 ;_eZjmkv d 2020 ]h^m ieZgbjm_l agZqbl_evgh kgbablv aZ\bkbfhklv hl ljZ^bpbhgguo jugdh\ k[ulZ [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.belta.by/economics/view/belarus-k-2020-godu-planiruet-znachitelno-snizit- zavisimost-ot-traditsionnyh-rynkov-sbyta-179235-2016/ 12 \_^msbo [_ehjmkkdbo ijhba\h^bl_e_c k ijhnbevgufb ljZgkgZpbhgZevgufb dhjihjZpbyfb \ p_eyo ijb\e_q_gby ijyfuo bghkljZgguo bg\_klbpbc, h[_ki_qb\Zxsbo \hafh`ghklv bkihevah\Zgby kh\j_f_gguo l_ogheh]bc, h[hjm^h\Zgby, iZl_glh\ gZ ijhba\h^kl\h gh\_crbo \b^h\ ijh^mdpbb, ihemq_gby ^hklmiZ d lh\Zjhijh\h^ys_c k_lb ljZgkgZpbhgZevguo dhjihjZpbc. Ihy\e_gb_ wlbo ijh]jZffguo ^hdmf_glh\ \ gZqZe_ 2016 ]h^Z \h fgh]hf [ueh ijh^bdlh\Zgh l_f h[klhyl_evkl\hf, qlh \ p_ehf aZ 2015 ]h^ \g_rg_lhj]h\uc h[hjhl lh\ZjZfb ;_eZjmkb kgbabeky ijZdlbq_kdb gZ q_l\_jlv b khklZ\be ihqlb 57 fbeebZj^h\ ^heeZjh\. ?s_ gZ [hevrmx \_ebqbgm – 26 ijhp_glh\ – khdjZlbeky wdkihjl [_ehjmkkdbo lh\Zjh\, \ujZab\rbkv \_ebqbghc \ 26,7 fbeebZj^h\ ^heeZjh\. Ijb wlhf kh kljZgZfb Kh^jm`_kl\Z G_aZ\bkbfuo =hkm^Zjkl\ «wdkihjl mf_gvrbeky gZ 33,3% ^h $14,1 fej^»16, kh kljZgZfb \g_ KG= – gZ 15,8 ijhp_glZ – ^h 12,6 fbeebZj^Z ^heeZjh\, \ lhf qbke_ kh kljZgZfb ?\jhi_ckdh]h khxaZ – gZ 19,4 ijhp_glZ – ihqlb ^h 8,6 fbeebZj^Z ^heeZjh\. 16 ;_eZjmkv \ 2015 ]h^m mf_gvrbeZ bfihjl lh\Zjh\ gZ 25,2% [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.belta.by/economics/view/belarus-v-2015-godu- umenshila-import-tovarov-na-252-179684-2016/ 13 <-lj_lvbo, ih\ur_gb_ wnn_dlb\ghklb wdhghfbq_kdh]h jZa\blby [_ehjmkkdbo j_]bhgh\ aZ kq_l m]em[e_gby bo ki_pbZebaZpbb b jZa\blby ijhba\h^kl\, bkihevamxsbo f_klgh_ kujv_ b j_kmjku, hj]ZgbaZpbb bg^mkljbZevguo iehsZ^hd, h[hjm^h\Zgguo bg`_g_jghc b ljZgkihjlghc bgnjZkljmdlmjhc ^ey j_ZebaZpbb ijh_dlh\ \ kn_j_ ijhfure_gghklb k kha^Zgb_f gh\uo ij_^ijbylbc. <-q_l\_jluo, ijb\e_q_gb_ bghkljZgguo bg\_klbpbc ^ey hkms_kl\e_gby ijh_dlh\ \ jZfdZo ijb]jZgbqgh]h b f_`j_]bhgZevgh]h khljm^gbq_kl\Z, kh\f_klgh]h kha^Zgby h[t_dlh\ j_]bhgZevghc bgnjZkljmdlmju, jZa\blby ijb]jZgbqghc lhj]h\eb b lmjbafZ. DZd \b^bf, \ kh\j_f_gguo mkeh\byo ijb hkms_kl\e_gbb wnn_dlb\ghc wdkihjlghc iheblbdb aZf_lgh ih\urZ_lky jhev j_]bhgh\. Wlh h[tykgy_lky l_fb k_jv_agufb ijh[e_fZfb, kdhlhjufb klhedgmebkv hgb \ ihke_^g__ \j_fy. LZd, 14 Keh\Zdb_c, Q_ob_c, EZl\b_c»17. 17 Lbohgh\Z, :. 20 Q_jgh\heh\Z, :. DblZckdb_ dhfiZgbb aZbgl_j_kh\Zgu \ khljm^gbq_kl\_ k i_j_jZ[Zlu\Zxsbfb ij_^ijbylbyfb ;j_klZ / :. Q_jgh\heh\Z // [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.belta.by/regions/view/kitajskie-kompanii- zainteresovany-v-sotrudnichestve-s-pererabatyvajuschimi-predprijatijami-bresta- 167088-2015/ 21 FbgkdZy h[eZklv ieZgbjm_l \ 2016 ]h^m m\_ebqblv wdkihjl lh\Zjh\ gZ 5,2% [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.belta.by/regions/view/minskaja- oblast-planiruet-v-2016-godu-uvelichit-eksport-tovarov-na-52-176378-2016/ 16 G_ f_g__ ZdlmZevgZ ihklZ\e_ggZy aZ^ZqZ ih ihbkdm b \g_^j_gbx gh\uo nhjf b f_lh^h\ ijh^\b`_gby [_ehjmkkdbo lh\Zjh\, jZ[hl b mkem] gZ ljZ^bpbhggu_ b gh\u_ jugdb k[ulZ ^ey [_ehjmkkdbo hljZke_c j_Zevgh]h k_dlhjZ, ]^_ agZqbl_evgh mkbeb\Z_lky kijhk gZ bggh\Zpbb b ijh\_^_gb_ wnn_dlb\ghc bggh\Zpbhgghc iheblbdb, gZp_e_gghc gZ kha^Zgb_ bggh\Zpbhggh hjb_glbjh\Zgghc wdhghfbdb. B \ p_ehf jy^_ hljZke_c wlZ aZ^ZqZ m`_ j_Zevgh j_rZ_lky. < qZklghklb, \ Fbgbkl_jkl\_ ijhfure_gghklb J_kim[ebdb ;_eZjmkv, h[t_^bgyxs_f \ k\h_c kljmdlmj_ g_kdhevdh khl_g ij_^ijbylbc, \lhf qbke_: 135 – fZrbghkljhbl_evguo b f_lZeehh[jZ[Zlu\Zxsbo, [he__ 60 – jZ^bhl_ogbq_kdbo, 16 – we_dljhl_ogbq_kdbo, 10 – hilbdh- f_oZgbq_kdbo, 8 – f_lZeemj]bq_kdbo, 5 – ijb[hjhkljhbl_evguo, 4 – we_dljhgghc ijhfure_gghklb. Ihgylgh, qlh \ mkeh\byo k_jv_aghc dhgdmj_gpbb, dh]^Z ijZdlbq_kdb gZ \k_o dhglbg_glZo ieZg_lu b^_l g_rmlhqgZy [hjv[Z aZ jugdb b ihlj_[bl_ey, \ukljhblv kljZl_]bx aZ\h_\Zgby gh\uo jugdh\ – ^_eh oehihlgh_ b g_ijhklh_. Ihgylgh, qlh_s_^h\uoh^ZgZ dhgdj_lguc jughd _]h gZ^h lsZl_evgh bamqblv b jZkkfhlj_lv \k_ \ZjbZglu \hafh`guo ^_ckl\bc gZ g_f. Ihgylgh, qlh ijb wlhf \Z`gh gZeZ^blv k\yav fZjd_lbg]h\uo kem`[ ij_^ijbylbc k ihl_gpbZevgufb jugdZfb b ihlj_[bl_eyfb, ihgbfZy hij_^_eyxsmx jhev fZjd_lheh]h\ ijb nhjfbjh\Zgbb aZdZaZ bg`_g_jguf kem`[Zf, dhlhju_, \k\hxhq_j_^v, bkoh^y ba ihlj_[bl_evkdbo aZijhkh\ b ZgZebaZ dhgdmj_glghc kj_^u, ^he`gu kha^Z\Zlv gh\u_ h[jZapu l_ogbdb. < [_ehjmkkdhf Fbgbkl_jkl\_ ijhfure_gghklb jZkkfZljb\Zxl g_kdhevdh ijbhjbl_lguo gZijZ\e_gbc ^b\_jkbnbdZpbb wdkihjlZ: «=eZ\gh_ gZijZ\e_gb_ – kljZgu X]h- 17 :njbdb»22. Hlhf, qlh dhgdj_lgh ^_eZ_lky ih j_r_gbx wlbo aZ^Zq, k\b^_l_evkl\mxl nZdlu. < qZklghklb, aZ 10 f_kyp_\ 2015 ]h^Z ijh^mdpby ij_^ijbylbc FbgijhfZ ihy\beZkv gZ jugdZo 12 kljZg, dm^Z jZg__ g_ wdkihjlbjh\ZeZkv: BjeZg^bb, Q_jgh]hjbb, Dhj_ckdhc GZjh^gh->_fhdjZlbq_kdhc J_kim[ebdb, G_iZeZ, Abf[Z[\_, FZ\jblZgbb, LZgaZgbb, Kv_jjZ-E_hg_, Wd\ZlhjbZevghc =\bg_b, Dhemf[bb, Qbeb, Gh\hc A_eZg^bb. ?s_ \ 27 kljZg wdkihjlgu_ ihklZ\db \hajhkeb ih kjZ\g_gbx k 2014 ]h^hf. 22 25 F:A – fZjdZ ghf_j h^bg gZ jugd_ gh\uo ]jmah\bdh\ \ MdjZbg_ [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.minprom.gov.by/novost?News_ID=1863 26 Dhgh\Zeh\, ?. “=hfk_evfZr” kh keh\hf “\i_j\u_” / ?. Dhgh\Zeh\ // [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.minprom.gov.by/novost?News_ID=1857 19 Dheh^bsb Fbgkdh]h jZchgZ aZ\h^Z ih ijhba\h^kl\m ki_pbZevguo fZrbg “:fdh^hj FZr”»27. H[_ki_qblv jhkl wdkihjlgh]h ihl_gpbZeZ ^he`_g b ;_ehjmkkdbc ijhba\h^kl\_ggh-lhj]h\uc dhgp_jg e_kghc, ^_j_\hh[jZ[Zlu\Zxs_c b p_eexehagh-[mfZ`ghc ijhfure_gghklb, h[t_^bgyxsbc \ k\h_f khklZ\_ 46 djmiguo ij_^ijbylbc jZaebqguo nhjf kh[kl\_gghklb. < gZklhys__ \j_fy ij_^ijbylby dhgp_jgZ ihklZ\eyxl k\hx ijh^mdpbx gZ jugdb 52 kljZg, Z^heywdkihjlZ\h[s_fh[t_f_boijhba\h^kl\Z khklZ\ey_l 56,4 ijhp_glZ. L_f g_ f_g__, kh\f_klgh k Fbgbkl_jkl\hf bghkljZgguo ^_e J_kim[ebdb ;_eZjmkv dhgp_jg m`_ jZajZ[hlZe b ijbklmibe d j_ZebaZpbb ieZgZ ^_ckl\bc ih jZa\blbx \g_rg_lhj]h\h]h, \g_rg_wdhghfbq_kdh]h b bg\_klbpbhggh]h khljm^gbq_kl\Z gZ 2016 ]h^, hkgh\ghc p_evx dhlhjh]h y\ey_lky gZjZsb\Zgb_ h[t_fh\ wdkihjlZ ijh^mdpbb ij_^ijbylbc dhgp_jgZ. AZ^ZqZ gZjZsb\Zgby wdkihjlZ «[m^_l j_rZlvky ihkj_^kl\hf ihbkdZ b hk\h_gby gh\uo \g_rgbo jugdh\, \ lhf qbke_ aZ kq_l jZa\blby lh\Zjhijh\h^ysbo k_l_c, lh\Zjghc b ]_h]jZnbq_kdhc ^b\_jkbnbdZpbb kljmdlmju wdkihjlZ, \uoh^Z gZ kljZl_]bq_kdbc mjh\_gv hlghr_gbc k ^bgZfbqgh jZa\b\Zxsbfbky kljZgZfb»28. Ijb wlhf ^b\_jkbnbdZpby wdkihjlZ [m^_l gZp_e_gZ gZ ]b[dh_ khq_lZgb_ g_kdhevdbo ]eZ\guo \_dlhjh\: i_j\uc – jZa\blb_ dhhi_jZpbb b ki_pbZebaZpbb \ ?\jZabckdhf wdhghfbq_kdhf khxa_ gZ hkgh\_ m]em[e_gby wdhghfbq_kdbo hlghr_gbc, ij_`^_ \k_]h, k Jhkkb_c; \lhjhc – h[_ki_q_gb_ iZjlg_jkdbo hlghr_gbc kh kljZgZfb ?\jhi_ckdh]h khxaZ k mq_lhf \hafh`gh]h \klmie_gby J_kim[ebdb 27 “:FDH>HJ” ih^ibkZe f_fhjZg^mf h khljm^gbq_kl\_ k djmighc dblZckdhc bg\_klbpbhgghc dhjihjZpb_c [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.minprom.gov.by/novost?News_ID=1859 28 DZkvdh, F. “;_ee_k[mfijhf” hij_^_ebe hihjgu_ lhqdb jhklZ wdkihjlZ gZ 2015 ]h^ / F. DZkvdh // [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.belta.by/comments/view/bellesbumprom-opredelil-opornye-tochki-rosta- eksporta-na-2015-god-3699/ 20 ;_eZjmkv \h 29 30 Ohe^bg] “;_ehjmkkdb_ h[hb” \ 2015 ]h^m m\_ebqbe wdkihjl [mfZ]b b dZjlhgZ \ 1,8 jZaZ ^h 8,6 luk. l [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.belta.by/economics/view/holding-belorusskie-oboi-v-2015-godu-uvelichil- eksport-bumagi-i-kartona-v-18-raza-do-86-mln-t-178139-2016/ 22 ^_yl_evghklb dhlhjhc klZg_l «kh^_ckl\b_ nhjfbjh\Zgbx wdkihjlhhjb_glbjh\Zgguo, \ukhdhl_ogheh]bqguo, j_kmjkhk[_j_]Zxsbo e_khi_j_jZ[Zlu\Zxsbo, ^_j_\hh[jZ[Zlu\Zxsbo b f_[_evguo ijhba\h^kl\»31. ;_ehjmkkdbc kljhbl_evguc dhfie_dk \oh^bl \ qbkeh l_o k_]f_glh\ wdhghfbdb kljZgu, dhlhju_ h[eZ^Zxl hkh[_ggh \ukhdbf wdkihjlguf ihl_gpbZehf. LZd, \ 2014 ]h^m «wdkihjl lh\Zjh\ ih hj]ZgbaZpbyf FbgkljhcZjobl_dlmju m\_ebqbeky gZ 3,7% <…>, wdkihjl mkem] – gZ 46%»32. :\ 2015 ]h^m aZ^Zgby ih h[t_fZf wdkihjlZ kljhbl_evguo, bg`_g_jguo b Zjobl_dlmjguo mkem] \uiheg_gu gZ kmffm \ h^bg fbeebZj^ ^heeZjh\. L_f g_ f_g__, \ 2016 ]h^m i_j_^ kljhbl_eyfb ;_eZjmkb h[hagZq_gZ aZ^ZqZ _s_ [he__ gZjZklblv h[t_fu wdkihjlZ lh\Zjh\ b mkem], ihklZ\b\ \h ]eZ\m m]eZ dZq_kl\h jZ[hl b kjhdb bo \uiheg_gby \ khhl\_lkl\bb k ^h]h\hjgufb h[yaZl_evkl\Zfb, ZlZd`_ «kdhhj^bgbjh\Zlv jZ[hlm ih hilbfbaZpbb aZljZl ij_^ijbylbc, kgb`_gbx k_[_klhbfhklb b \g_^j_gbx gh\uo l_ogheh]bc. Ij_^ijbylbyf g_h[oh^bfh h[_ki_qblv ijbf_g_gb_ i_j_^h\h]h fbjh\h]h hiulZ \ kljhbl_evkl\_»33. KljZl_]by jZa\blby [_ehjmkkdhc kljhbl_evghc hljZkeb ij_^mkfZljb\Z_l g_kdhevdh iml_c j_r_gby ihklZ\e_gghc aZ^Zqb. 31 F_[_evsbdb b ^_j_\hh[jZ[hlqbdb h[t_^bgbebkv \ ZkkhpbZpbx [We_dljhgguc j_kmjk]. – 2016. – URL: http://bellesbumprom.by/ru/press-tsentr/novost/936- mebelshchiki-i-derevoobrabotchiki-ob-edinilis-v-assotsiatsiyu 32 >ue_ghd, X. < ;_eZjmkb m^_evguc \_k kljhbl_evkl\Z \ kljmdlmj_ <ue_ghd // [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.belta.by/economics/view/v-belarusi-udelnyj-ves-stroitelstva-v-strukture- vvp-prevysil-10-59965-2014 33 :gZlhebc DZebgbg ijbgye mqZklb_ \ aZk_^Zgbb dhee_]bb FbgkljhcZjobl_dlmju [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.government.by/ru/content/6246 23 wg_j]hwnn_dlb\gh]h kl_deZ, dhlhjZy iha\hebl ijhba\h^blv gZ i_j\hf wlZi_ hdheh 4 fbeebhgh\ d\Z^jZlguo f_ljh\ lZdh]h kl_deZ k \hafh`ghklvx ^h\_^_gby h[t_fZ ^h 8 fbeebhgh\ d\Z^jZlguo f_ljh\. B m`_ _klv ij_^\Zjbl_evgu_ dhgljZdlu gZ ihklZ\dm wlh]h kl_deZ gZ wdkihjl. Djhf_ lh]h, h \ukhdhf wdkihjlghf ihl_gpbZe_ [_ehjmkkdh]h kl_deZ ]h\hjyl b lZdb_ nZdlu. M`_ ijZdlbq_kdb ih^ibkZgu dhgljZdlu gZ _]h ihklZ\dm \ =_jfZgbx b Ihevrm \ h[t_f_ 8,5 fbeebhgh\ d\Z^jZlguo f_ljh\, Z lZd`_ \ MdjZbgm – 13 fbeebhgh\ d\Z^jZlguo f_ljh\ – b g_[hevrb_ h[t_fu \ Lmjpbx b BlZebx. Ke_^mxsZy wdkihjlgZy ihabpby [_ehjmkkdbo kljhbl_e_c – p_f_gl. Ba\_klgh, qlh \gmljb kljZgu _]h ihlj_[e_gb_ khklZ\ey_l g_ [he__ q_luj_o fbeebhgh\ lhgg \ ]h^, Z ijhba\h^kl\h lhevdh kmobf kihkh[hf – 6,6 fbeebhgh\ lhgg. < 2016 ]h^m ihklZ\db [_ehjmkkdh]h p_f_glZ \ kljZgu ?\jhiu m\_ebqZlky gZ 500 lukyq lhgg, Zh[t_f wdkihjlZ \ Jhkkbx khklZ\bl 1,2 fbeebhgZ lhgg. H[gZ^_`b\Z_l lZd`_ bf_xsbcky wdkihjlguc ihl_gpbZe [_ehjmkkdh]h s_[gy, ih dhlhjhfm m`_ b^_l jZ[hlZ k Ihevr_c b Ebl\hc. < qZklghklb, «lhevdh aZ yg\Zjv 2016 ]h^Z ih]jmabeb s_[gy klhevdh, kdhevdh aZ \_kv i_j\uc d\ZjlZe ijhreh]h ]h^Z»34. 34 Fboh\bq, K. ;_eZjmkv ieZgbjm_l \ 2016 ]h^m m\_ebqblv gZ 500 luk. lihklZ\db p_f_glZ \ ?\jhim / K. Fboh\bq // [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.belta.by/economics/view/belarus-planiruet-v-2016-godu-uvelichit-na-500- tys-t-postavki-tsementa-v-evropu-180248-2016/ 24 < fbdjhjZchg_ m`_ ihkljh_g 9-wlZ`guc 3-k_dpbhgguc ^hf gZ 188 d\Zjlbj b 19-wlZ`guc 1-k_dpbhgguc gZ 126 d\Zjlbj. AZ\_jrZ_lky kljhbl_evkl\h ^\mo 1-c_dpbhgguo 19-wlZ`guo ^hfh\ ih 126 d\Zjlbj b h^gh]h 19-wlZ`gh]h ^hfZ gZ 106 d\Zjlbj. Ijh^he`_gb_f khljm^gbq_kl\Z klZg_l «kljhbl_evkl\h gZ [ebae_`Zs_c l_jjblhjbb _s_ h^gh]h `beh]h dhfie_dkZ – “FZebgh\dZ 2”, khklhys_]h ba iylb ^hfh\ gZ 698 d\Zjlbj. ;_ehjmkkdhfm aZkljhcsbdm – HHH “<_klZ” – \u^Zgh jZaj_r_gb_ gZ kljhbl_evkl\h \ fbdjhjZchg_ IjZ\h[_j_`vy DZem]b `beh]h d\ZjlZeZ “<_kgmrdb”. 35 :jlZfhgh\, :. @bagv ihdZau\Z_l gZr_ ihegh_ \aZbfhihgbfZgb_ b ]hlh\ghklv hdZau\Zlv ih^^_j`dm ^jm] ^jm]m / :. :jlZfhgh\ // 37 Kljhcdhfie_dk ;_eZjmkb b Q_q_gkdhc J_kim[ebdb: i_jki_dlb\u khljm^gbq_kl\Z [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.mas.by/ru/news_ru/view/strojkompleks-belarusi-i-chechenskaja-respublika- perspektivy-sotrudnichestva-634/ 38 Fboh\bq, K. < ;_eZjmkb aZj_]bkljbjh\Zg kljhbl_evguc ohe^bg] / K. Fboh\bq // [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.belta.by/economics/view/v- belarusi-zaregistrirovan-stroitelnyj-holding-180247-2016/ 39 :g^j_c Dh[ydh\ ijh\_e aZk_^Zgb_ Kh\_lZ Fbbkljh\ [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.government.by/ru/content/5897 26 IhklZgh\dZ ^Zgghc aZ^Zqb hdZaZeZkv \_kvfZ k\h_\j_f_gghc, b[h nZdlhf y\ey_lky lh, qlh \ 2015 ]h^m ijbkmlkl\b_ [_ehjmkkdh]h dhgl_glZ \ fbjh\hf bgnhjfZpbhgghf ijhkljZgkl\_ aZf_lgh jZkrbjbehkv. H[ wlhf, \ qZklghklb, k\b^_l_evkl\m_l Zdlb\ghklv [_ehjmkkdh]h ^biehfZlbq_kdh]h dhjimkZ \ aZjm[_`guo kj_^kl\Zo fZkkh\hc bgnhjfZpbb. Yg\Zjv: bgl_j\vx ]eZ\u [_ehjmkkdhc ^biehfZlbq_kdhc fbkkbb \ :jf_gbb K. Kmohj_gdh – Z]_glkl\m “Gh\hklb :jf_gbb”. N_\jZev: ij_kk-dhgn_j_gpby FbgbkljZ bghkljZgguo ^_e J_kim[ebdb ;_eZjmkv <. FZd_y – ih blh]Zf \bablZ \ Kbjbx, bgl_j\vx aZf_klbl_ey fbgbkljZ bghkljZgguo ^_e <. Ju[Zdh\Z – x`ghdhj_ckdhc ]Za_l_ “Q`mg]Zg Bev[h”, klZlvy [_ehjmkkdh]h IhkeZ \ Nbgeyg^bb :. Hkljh\kdh]h – \ba^Zgbb “Baltic Rim Economies”, bgl_j\vx ]eZ\u [_ehjmkkdhc ^bifbkkbb \ DZaZoklZg_ :. GbqdZkh\Z – `mjgZem “Mangi El”. FZjl – bgl_j\vx: aZf_klbl_ey fbgbkljZ bghkljZgguo ^_e :. =mjvygh\Z – eblh\kdhc ]Za_l_ “Verslo Zinios”, Qj_a\uqZcgh]h b Iheghfhqgh]h IhkeZ J_kim[ebdb ;_eZjmkv \ Ihevr_ :. :\_jvygh\Z – `mjgZem “K\yl webl”, \Fhg]hebb – K. Q_imjgh]h – ]Za_lZf “Kh_f[h” b “Ammgu Fw^ww”, \ MdjZbg_ – <. <_ebqdh – bgnhjfZpbhgghfm Z]_glkl\m “MdjZgvkd Gh\bgb”, \Jhkkbb – B. I_ljbr_gdh – ]Za_l_ “Khxa. ;_eZjmkv – Jhkkby”, \ ?]bil_ b :e`bj_ (ih kh\f_klbl_evkl\m) – K. JZqdh\Z – Ze`bjkdhc ]Za_l_ “:r-RZZ[”. :ij_ev – bgl_j\vx: i_j\h]h aZf_klbl_ey fbgbkljZ bghkljZgguo ^_e J_kim[ebdb ;_eZjmkv :. Fbog_\bqZ – eblh\kdhc “E_lm\hk `bg_k”, aZf_klbl_ey fbgbkljZ bghkljZgguo ^_e ?. Dmiqbghc – \_g]_jkdhc ]Za_l_ “FZ^vyj ObjeZi”, :. =mjvygh\Z – wklhgkdhc ]Za_l_ “>_eh\u_ \_^hfhklb”, B. I_ljbr_gdh – ijh]jZff_ “Hl i_j\h]h ebpZ” H[s_kl\_ggh]h l_e_\b^_gby Jhkkbb b ]Za_l_ “Khxagh_ \_q_”, :. GbqdZkh\Z – bgnhjfZpbhgghfm Z]_glkl\m “DZabgnhjf”, ]eZ\u [_ehjmkkdhc ^bifbkkbb \ Q_obb <. FZjdh\bqZ – ba^Zgbx “Parlamentni Listy”. FZc 27 – klZlvy <. FZd_y \ [jblZgkdhf `mjgZe_ “Forced Migration Rewiew”; bgl_j\vx: <. FZd_y – Zf_jbdZgkdhc ]Za_l_ “The Washington Post”, ?. Dmiqbghc – keh\_gkdhc ]Za_l_ “The Slovenia Times”, Qj_a\uqZcgh]h b Iheghfhqgh]h IhkeZ J_kim[ebdb ;_eZjmkv \ Ebl\_ :. Dhjhey – eblh\kdhfm ba^Zgbx “Wdkij_kk-g_^_ey”, \BajZbe_ – <. Kd\hjph\Z – ihjlZem “BajZbev \ ebpZo”. Bxev – bgl_j\vx: <. FZd_y – l_e_dZgZem «Jhkkby-24», <. Ju[Zdh\Z – jhkkbckdhfm bgnhjfZpbhgghfm Z]_glkl\m «L:KK» b jmkkdhc kem`[_ JZ^bh HHG, B. I_ljbr_gdh – ba^Zgbx «JhkkbckdZy ]Za_lZ»; kh\f_klgZy klZlvy Qj_a\uqZcgh]h b Iheghfhqgh]h IhkeZ J_kim[ebdb ;_eZjmkv \ :\kljbb <. 40 Bgl_j\vx b im[ebdZpbb [We_dljhgguc j_kmjk]. – 2016. – URL: http://mfa.gov.by/press/smi/1 28 mqZklbb b ih^^_j`d_ ij_^klZ\bl_e_c f_`^mgZjh^gh]h k_]f_glZ [_ehjmkkdhc gZpbhgZevghc `mjgZebklbdb. 29 30 >bZgZ Hkh[_gghklb j_deZfgh]h ijh^\b`_gby f_[_eb «Ibgkd^j_\» gZ jughd MdjZbgu 2015 ]h^ klZe hq_gv keh`guf ^ey wdhghfbdb MdjZbgu. KblmZpby gZ \hklhd_ kljZgu gZeh`beZ k\hc hli_qZlhd gZ \k_ hljZkeb gZjh^gh]h ohayckl\Z, b f_[_evguc jughd g_ klZe bkdexq_gb_f. Lhj]h\ey gZ l_jjblhjbyo, dhlhju_ gZoh^ylky jy^hf k ahgZfb dhgnebdlZ, ijZdlbq_kdb hklZgh\beZkv, \_^v lZf bkihevamxlky lh\Zju lhevdh i_j\hc g_h[oh^bfhklb – ijh^mdlu b kj_^kl\Z ]b]b_gu. ?s_ h^gbf ba k_jv_aguo m^Zjh\ ih f_[_evghc ijhfure_gghklb fh`gh kqblZlv ihl_jx MdjZbghc DjufZ. JZg__ lhevdh \ >hg_pdhc b Em]Zgkdhc h[eZklyo ijh`b\Zeh [he__ iylb fbeebhgh\ q_eh\_d. : Djuf kh k\h_c jZa\blhc lmjbklbq_kdhc bgnjZkljmdlmjhc [ue qmlv eb g_ eb^bjmxsbf j_]bhghf ih ihlj_[e_gbx f_[_eb \ MdjZbg_. LZdZy ly`_eZy b g_hj^bgZjgZy kblmZpby kbevgh m^ZjbeZ ih f_[_evguf nZ[jbdZf MdjZbgu. NZdlbq_kdb, ij_^ijbylby f_[_evghc ijhfure_gghklb ihl_jyeb 20-30% jugdZ k[ulZ. Fgh]b_ ba gbo hdZaZebkv gZ ]jZgb \u`b\Zgby. 31 k_]f_gl jZkkqblZg gZ [he__ h[_ki_q_gguo ex^_c»41. F_[_evgu_ nZ[jbdb hdZaZebkv \ hq_gv ly`_ehc kblmZpbb. G_dhlhjuf ij_^ijbylbyf ijbrehkv khdjZlblv rlZl khljm^gbdh\, bgu_ i_j_reb gZ lj_o^g_\guc ]jZnbd jZ[hlu, _klv b lZdb_, qlh hdZaZebkv gZ ]jZgb hklZgh\db. ;hevrZy qZklv ijh[e_fu khklhbl \ lhf, qlh [hevrbgkl\h mdjZbgkdbo ijhba\h^bl_e_c bkihevamxl \ k\h_f ijhba\h^kl\_ bfihjlgu_ fZl_jbZeu b dhfie_dlmxsb_. LZd, gZijbf_j, \ ijhba\h^kl\_ fy]dhc f_[_eb hkgh\ghc klZlv_c aZljZl b^_l h[b\hqgZy ldZgv, Z hgZ ijZdlbq_kdb \ky ihklZ\ey_lky ba Lmjpbb. Ihwlhfm aZqZklmx b ijhba\h^bl_eb f_[_eb ijb\yau\Zxl k\hb p_gu d ^heeZjm beb _\jh, \ke_^kl\b_ q_]h p_gu gZ f_[_ev lZd`_ jZklml b klZgh\ylky g_^hklmigufb [hevrbgkl\m mdjZbgp_\. NZ[jbdb lZd`_ ijh[mxl ijb\e_qv ihdmiZl_e_c gh\uf fh^_evguf jy^hf, bkihevamy bgl_j_kgu_ ^baZcg_jkdb_ j_r_gby. LZd, gZijbf_j, ijhba\h^bl_ev “Fbjh-fZjd”, klZjZykv ijb\e_qv ihdmiZl_ey, \uimklbe gZ jughd gh\mx hjb]bgZevgmx kiZevgx “IbhgZ”, h[gh\be ihimeyjgmx kiZevgx “NmlmjZ”, aZimklbe \ ijhba\h^kl\h kiZevgx “;h]_fZ” \ q_jghf p\_l_. G_kdhevdh bgl_j_kguo gh\bghd \g_^jbeb ijhba\h^bl_eb “K\bl f_[eb”, nZ[jbdb “Gh\Z” b “Lbk”. Gh ihdZ wlb ^_ckl\by g_ hq_gv ihfh]Zxl \ m\_ebq_gbb kijhkZ gZ bo ijh^mdpbx. Ihwlhfm ]eZ\gZy ijh[e_fZ, k dhlhjhc ij_^klhbl klhedgmlvky [_ehjmkkdhfm ijhba\h^bl_ex “Ibgkd^j_\” ijb wdkihjl_ \MdjZbgm, – wlh m\_ebqblv kijhk gZ f_[_evgmx ijh^mdpbx. Djhf_ lh]h, ijb \klmie_gbb gZ mdjZbgkdbc jughd “Ibgkd^j_\” fh`_l klhedgmlvky k k_jv_aghc dhgdmj_gpb_c \ ebp_ MdjZbgkdhc ZkkhpbZpbb f_[_evsbdh\ (M:F), dhlhjZy [ueZ kha^ZgZ k p_evx dhgkheb^Zpbb mkbebc hj]ZgbaZpbc f_[_evghc hljZkeb ^ey aZsblu k\hbo ijZ\ b 41 Rbeh\Z, ?. L_g^_gpbb f_[_evgh]h jugdZ \ 2015 ]h^m / ?. Rbeh\Z // [We_dljhgguc j_kmjk]. – 2016. – URL: http://novaya-mebel.com/a204365-tendentsii- mebelnogo-rynka.html 32 jZa\blby. GZ ^Zgguc fhf_gl \ ZkkhpbZpbb – 131 dhfiZgby, ba gbo – 97 ijhba\h^bl_e_c b ijh^Z\ph\ f_[_eb, dhfie_dlmxsbo b ^_j_\hh[jZ[Zlu\Zxsbo mkljhckl\. A:H Ohe^bg]h\Zy dhfiZgby “Ibgkd^j_\” – h^gh ba klZj_crbo b djmig_crbo ij_^ijbylbc ih \uimkdm f_[_eb \ ;_eZjmkb, jZkiheh`_ggh_ \ Ibgkd_ ;j_klkdhc h[eZklb. DhfiZgby \uimkdZ_l fy]dmx b dhjimkgmx f_[_ev, \k_]h [he__ 2000 gZbf_gh\Zgbc. ?_ lhj]h\Zy k_lv ij_^klZ\e_gZ 600 nbjf_ggufb k_dpbyfb \ fZ]ZabgZo b lhj]h\uo p_gljZo, 26 nbjf_ggufb fZ]ZabgZfb. NbebZeu dhfiZgbb ^_ckl\mxl \ Jhkkbb, DZaZoklZg_. « 42 FZg_ghd, L. “Ibgkd^j_\” gZp_e_g gZ eb^_jkl\h / L. FZg_ghd // [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.br.minsk.by/index.php?article=24328 33 ijh\_jd_ dZq_kl\Z ihjhehgZ. Gh\_crbf klZghqguf iZjdhf b kZfufb i_j_^h\ufb l_ogheh]byfb \ k\h_c h[eZklb hkgZs_g b dhf[bgZl dhjimkghc f_[_eb. ;hevrZy qZklv h[hjm^h\Zgby, mklZgh\e_ggh]h \ p_oZo dhf[bgZlZ, ba]hlh\e_gZ \_^msbfb g_f_pdbfb nbjfZfb, cj_^b dhlhjuo Altendorf, IMA, Brandt, Homag, KFB. J_deZfh^Zl_eb Zdlb\gh ijh\h^yl hilbfbaZpbx [x^`_lh\, gZijZ\e_ggmx gZ ih\ur_gb_ wnn_dlb\ghklb \u^_ey_fuo gZ j_deZfm kj_^kl\. «Bfihjlgu_ lh\Zju ih^hjh`Zeb ba-aZ ^_\Zev\Zpbb gZpbhgZevghc \Zexlu, qlh hlim]gmeh deb_glh\. Bfihjl_jZf keh`gh ijbh[j_klb g_h[oh^bfh_ dhebq_kl\h \Zexlu ^ey aZdmidb gh\uo iZjlbc ijh^mdpbb»43. H^gZdh gZ mdjZbgkdhf l_e_\b^_gbb – wlh kZfuc ^hjh]hc b \ lh `_ \j_fy kZfuc wnn_dlb\guc \b^ j_deZfu. JZaf_s_gb_ j_deZfu gZ l_e_\b^_gbb MdjZbgu ih^jZa^_ey_lky gZ g_kdhevdh \b^h\ – wlh jZaf_s_gb_ j_deZfu \ [ehdZo (lh _klv ijyfZy j_deZfZ), jZaf_s_gb_ kihgkhjkdhc j_deZfu \ i_j_^ZqZo, ihimeyjguo l_e_k_jbZeZo b \ gh\hklyo. ?keb j_deZfgZy dZfiZgby aZljZ]b\Z_l lh\Zj beb mkem]m, dhlhjZy \hklj_[h\ZgZ \ h^ghf j_]bhg_ beb g_kdhevdbo, gm`gh bkihevah\Zlv jZaf_s_gb_ \b^_hjhebdh\ \ wlbo j_]bhgZo. DhfiZgbb “Ibgkd^j_\” ^ey j_deZfu k\h_c ijh^mdpbb gm`gh bkihevah\Zlv gZpbhgZevgh_ l_e_\b^_gb_ – mdjZbgkdb_ l_e_dZgZeu “=jhfZ^kvd_ L<”, “Bgl_j”, “I_j\uc gZpbhgZevguc”, “Gh\hklb 24”. 43 Dh[Z, ?. 44 AZdhg MdjZbgu "Hj_deZf_" [We_dljhgguc j_kmjk]. – 2016. – URL: http://pravoved.in.ua/section-law/138-zuor.html 35 (dhff_jpby, iheblbdZ). L_f g_ f_g__, jZfhqgmx klZlbklbdm ih j_]bhgZf ijb\_klb \k_ `_ fh`gh. GZb[he__ ^hjh]bfb kqblZxlky ]hjh^Z-fbeebhggbdb: Db_\, H^_kkZ, >g_ijhi_ljh\kd. KlhebpZ \ ^Zgghf jy^m aZgbfZ_l i_j\h_ ihq_lgh_ f_klh, gZ g__ `_, dklZlb, ijboh^blky [he__ 50% \k_]h h[t_fZ jugdZ gZjm`ghc j_deZfu \ nbgZgkh\hf \ujZ`_gbb. P_gZ gZ [be[hj^u \ Db_\_ f_gy_lky hl 1500 ]jb\_g gZ hdjZbgZo b ljZkkZo b ^h 8000-9000 ]jb\_g \ p_glj_ ]hjh^Z. «Kj_^gyy `_ p_gZ jZaf_s_gby j_deZfu gZ [be[hj^Zo \ Db_\_ khklZ\ey_l 3500-4000 ]jg. HklZevgu_ h[eZklgu_ p_glju g_kbevgh hlklZxl ih p_g_, lZd, gZijbf_j, kj_^gyy p_gZ jZaf_s_gby j_deZfu gZ [be[hj^Zo \ H^_kk_ h[hc^_lky \ 3000- 3500 ]jg»45. Qlh `_ dZkZ_lky ]hjh^h\ h[eZklgh]h agZq_gby, lh a^_kv p_gh\Zy iheblbdZ agZqbl_evgh kdjhfg__, \_^v Zj_g^Z a_feb \ ^Zgguo ]hjh^Zo kms_kl\_ggh f_gvr_. < lZdbo ]hjh^Zo h^bg j_deZfguc sbl h[hc^_lky j_deZfh^Zl_ex \ 1300-2000 ]jb\_g. Gm, b gZ ihke_^g_f f_kl_ k gZb[he__ ehyevghc p_ghc klhyl k_eZ b ihk_edb ]hjh^kdh]h lbiZ k p_gZfb ^h 1000 beb `_ \ jZchg_ 1000 ]jb\_g aZ h^bg sbl. Hl^_evgh fh`gh mihfygmlv sblu gZ ljZkkZo \ MdjZbg_. Ohlv Zj_g^Z a_feb gZ ljZkkZo g_ y\ey_lky \ukhdhc, gh h[kem`b\Zgb_ ^Zgguo dhgkljmdpbc k_j\bkgufb [jb]Z^Zfb y\ey_lky ^_ehf aZljZlguf ba-aZ bo m^Ze_gghklb hl ]hjh^Z. Ihwlhfm p_gZ gZ gbo g_ kZfZy gbadZy, lZdb_ sblu h[oh^ylky j_deZfh^Zl_ex \ 1500-2000 ]jb\_g. Ba bkke_^h\Zgby fh`gh \u^_eblv g_kdhevdh aZ^Zq, dhlhju_ ij_^klhbl j_rblv [_ehjmkkdhfm ihklZ\sbdm f_[_eb “Ibgkd^j_\” ijb wdkihjl_ k\h_c ijh^mdpbb \ MdjZbgm. 45 GbdheZ_\Z, H. Kdhevdh klhbl j_deZfZ gZ [be[hj^Zo / H. GbdheZ_\Z // [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.mediamapa.com.ua/stati/zovnishnja-reklama/skolko-stoit-reklama-na- bilbordah.html 36 g_h[oh^bfh mqblu\Zlv, qlh MdjZbgkdZy ZkkhpbZpby f_[_evsbdh\ [m^_l khklZ\eylv k_jv_agmx dhgdmj_gpbx [_ehjmkkdhfm ijhba\h^bl_ex. <-lj_lvbo, p_e_khh[jZagh bkihevah\Zlv kZfmx ^_ckl\_ggmx j_deZfm – gZ l_e_\b^_gbb b bgl_jg_l-ihjlZeZo. <- q_l\_jluo, \Z`gh h[jZlblvky d gZjm`ghc j_deZf_. HgZ h[hc^_lky ]hjZa^h ^_r_\e_, q_f gZ l_e_\b^_gbb, gh \ lh `_ kZfh_ \j_fy [m^_l ]hjZa^h wnn_dlb\g__. 37 38 >bZgZ KljZl_]by j_deZfgh]h ijh^\b`_gby rZfimgy «;_eblZ» gZ jughd DblZy Jughd DblZy ^hklZlhqgh keh`_g, fgh]h]jZg_g b jZaghh[jZa_g. Ihwlhfm ijh[blvky gZ g_]h [_ehjmkkdhfm ijhba\h^bl_ex ^hklZlhqgh keh`gh. < k\yab k jZa\b\Zxsbfbky [_ehjmkkdh-dblZckdbfb hlghr_gbyfb dhfiZgby dhkf_lbdb “;_eblZ” kh[bjZ_lky hk\hblv jughd DblZy. H^gZdh ke_^m_l mqblu\Zlv [Zjv_ju, dhlhju_ gm`gh ij_h^he_lv dhfiZgbb, qlh[u \uclb gZ dblZckdbc jughd. 1-c[Zjv_j – yaudh\hc, dhlhjuc g_ iha\hey_l kZfhklhyl_evgh k^_eZlv ZgZeba dblZckdh]h jugdZ, ihwlhfm gm`gh ijb]eZrZlv ki_pbZebklh\. 2-c [Zjv_j – ki_pbnbdZ dblZckdh]h [bag_k-f_glZebl_lZ b jughqgZy ijZdlbdZ g_ iha\hey_l hkms_kl\eylv \_^_gb_ i_j_]h\hjh\ b khijh\h`^_gb_ k^_ehd kZfhklhyl_evgh. «K dblZckdbfb ijhba\h^bl_eyfb g_\hafh`gh h[sZlvky gZijyfmx dZd \ke_^kl\b_ yaudh\h]h [Zjv_jZ, lZd b \ kbem b h[t_dlb\guo hkh[_gghkl_c dblZckdh]h wdkihjlgh]h jugdZ. >Z`_ kZfhklhyl_evgZy hj]ZgbaZpby \klj_q b ihk_s_gb_ \uklZ\hd \uau\Z_l m aZiZ^guo [bag_kf_gh\ g_ij_h^hebfu_ ijh[e_fu»46. 3-c[Zjv_j – j_]bkljZpby dhfiZgbb k bghkljZgguf dZiblZehf gZ l_jjblhjbb DGJ. Gh b \ wlhf kemqZ_ dhfiZgby ihemqZ_l ijZ\h kh\_jrZlv lhevdh hi_jZpbb ih wdkihjlm beb bfihjlm k\h_c ijh^mdpbb, Z \hl kh[kl\_ggh j_ZebaZpby, jZaf_s_gb_ ijh^mdpbb ih dblZckdbf lhj]h\uf k_lyf \k_ jZ\gh ihlj_[m_l kh\f_klghc jZ[hlu k dblZckdhc dhfiZgb_c, dhlhjZy b [m^_l aZdexqZlv ^h]h\hjZ k k_lyfb b fZ]ZabgZfb. ?keb `_ dhfiZgby j_rbeZkv ijhba\h^blv k\hx ijh^mdpbx \gmljb DblZy, Z ihlhf __ ij_^eZ]Zlv dblZckdhfm 46 ;Zj^mgh\Z, <. Hkh[_gghklb dblZckdh]h jugdZ / <. ;Zj^mgh\Z // [We_dljhgguc j_kmjk]. – 2016. – URL: http://proft- china.com/agentskie_uslugi_v_kitae/osobennosti_kitayskogo_rynka/ 39 ihlj_[bl_ex, lh wlh ihlj_[m_l ih\lhjguo ijhp_^mj ih j_]bkljZpbb k m`_ ^jm]bf iZd_lhf ^hdmf_glh\ b ^jm]bf mklZ\guf nhg^hf. 4-c [Zjv_j – ihemq_gb_ k_jlbnbdZlh\ \ =eZ\ghf mijZ\e_gbb DGJ ih gZ^ahjm aZ dZq_kl\hf b dZjZglbgm. Lj_[m_lky fZkkZ bgnhjfZpbb b ^hdmf_glh\, qZklh kimkly kjhd ijboh^bl gbq_f g_ fhlb\bjh\Zgguc hldZa, Zlh, qlh ^_gv]b m`_ \eh`_gu \ j_]bkljZpbx b miZdh\dm gZ dblZckdhf yaud_, qZs_ \k_]h gbdh]h g_ \hegm_l. Ihemq_gb_ k_jlbnbdZlh\ fh`_l ijh^eblvky p_euc ]h^. 5-c[Zjv_j – ^hklZ\dZ lh\Zjh\\DblZc – keh`gZy kZfhklhyl_evgZy aZ^ZqZ, dZq_kl\_ggh_ j_r_gb_ dhlhjhc ih^ kbem ^Ze_dh g_ dZ`^hc eh]bklbq_kdhc dhfiZgbb. Ke_^m_l mqblu\Zlv, qlh ijb \uoh^_ [_ehjmkkdh]h lh\ZjZ gZ dblZckdbc jughd dhfiZgby klhedg_lky k h]jhfghc dhgdmj_gpb_c. Ij_`^_ \k_]h, kbevg_crmx dhgdmj_gpbx khklZ\eyxl dblZckdb_ dhfiZgbb, dhlhju_ k\yaZgu k hneZcg-ijhp_kkZfb, — lh _klv jZ[hlZxl k j_Zevgufb lh\ZjZfb, aZgbfZxlky hlijZ\dhc, ^hklZ\dhc, h[jZ[hldhc. A^_kv m DblZy y\gu_ ij_bfms_kl\Z \ \b^_ kdhjhklb, klhbfhklb ^hklZ\db, lZd dZd fh]ml [ulv aZ^_ckl\h\Zgu [hevrb_ q_eh\_q_kdb_ b nbgZgkh\u_ j_kmjku. H^ghc ba lZdbo gbry\ey_lky bgl_jg_l - dhff_jpby. Kx^Z \oh^yl dhfiZgbb, aZgbfZxsb_ky ij_^hklZ\e_gb_f ieZlnhjfu ^ey ijh^Z\ph\ k h^ghc klhjhgu b ihdmiZl_e_c k ^jm]hc, k \hafh`ghklvx [ukljhc ^hklZ\db b hieZlu lh\ZjZ, ijbq_f wlh ^he`gh [ulv h^bgZdh\h [ukljh b m^h[gh b ^ey ijh^Z\pZ, b ^ey ihdmiZl_ey. Djhf_ lh]h, dblZckdb_ dhfiZgbb ^ey j_deZfu g_ bkihevamxl fbjh\u_ khpbZevgu_ k_lb, lZdb_ dZd N_ck[md. Ihbkdh\bdZ Google b dZgZeZ YouTobe mgbo`_\hh[s_g_l. < DblZ_ kms_kl\m_l fZkkZ ^hklhcguo ZgZeh]h\ fbjh\uo khpbZevguo k_l_c beb ihbkdh\uo kbkl_f. LZd, khpbZevgZy k_lv (ZgZeh] Facebook) DblZy gZau\Z_lky RenRen, k_j\bk [ue aZims_g \kdhj_ ihke_ _]h Zf_jbdZgkdh]h ij_^r_kl\_ggbdZ b ij_^klZ\ey_l ba k_[y fgh]hnmgdpbhgZevguc 40 khpbZevguc k_j\bk, ^hklmiguc ba ex[hc lhqdb \ DblZ_. Djmig_crbc ihbkdh\uc k_j\bk DblZy, f_klguc ZgZeh] Google, gZau\Z_lky Baidu b gZ ^Zgguc fhf_gl gZoh^blky gZ 3-f f_kl_ \ fbj_ ih dhebq_kl\m h[jZ[Zlu\Z_fuo ihbkdh\uo aZijhkh\. «Ex[hc ihimeyjguc bgl_jg_l-j_kmjk \ fbj_ bf__l k\h_]h ihl_gpbZevgh]h dhgdmj_glZ \ ebp_ dZdh]h-eb[h dblZckdh]h bgl_jg_l- k_j\bkZ, lZd dZd gZ _]h klhjhg_ g_dhlhju_ dexq_\u_ ij_bfms_kl\Z \ \b^_ bagZqZevgh [hevrhc Zm^blhjbb b ^hklZlhqguo j_kmjkh\ ^ey f_`^mgZjh^ghc wdkiZgkbb»47. Ihwlhfm gm`gh bkihevah\Zlv dblZckdb_ khpbZevgu_ k_lb, dijbf_jmlZdb_, dZd Ebay, Amazon, Alibaba ^ey j_deZfu [_ehjmkkdhc ijh^mdpbb. ?keb \ Ebay \k_ ijh^Z`b hkms_kl\eyxl g_aZ\bkbfu_ ijh^Z\pu, hl^_evgu_ ex^b, dhlhju_ ihjhc ijh^Zxl lZf ebrv h^bg lh\Zj b aZ[u\Zxl ijh wlhl kZcl gZ\k_]^Z, lh ih^ djuehf Alibaba b Amazon nmgdpbhgbjm_l fgh`_kl\h fZ]Zabgh\ b lhj]h\uo ij_^klZ\bl_evkl\. FZkrlZ[u jZ[hlu b jZaf_j iehsZ^hd lh`_ jZaebq_g: Alibaba Group gZ k_]h^gyrgbc ^_gv aZjZ[Zlu\Z_l [hevr_, q_f Amazon b Ebay \f_kl_ \aylu_, lZd dZd h[kem`b\Z_l [hevr_ kljZg b aZ^_ckl\m_l [hevr_ kbe ^ey h[jZ[hldb aZdZah\. LZd dZd dhfiZgby “;_eblZ” kh[bjZ_lky ihklZ\eylv dhkf_lbdm, ke_^m_l mqblu\Zlv, qlh gZ dblZckdhf jugd_ _klv fhsgu_ dhgdmj_glu, b[h \ DblZ_ dhkf_lbq_kdZy ebgby hq_gv jZa\blZ. Djhf_ lh]h, DblZc – kljZgZ, ]^_ khojZgbebkv ^j_\gb_ ljZ^bpbb, ^j_\g__ bkdmkkl\h ljZ\he_q_gby, qlh \_kvfZ g_fZeh\Z`gh ^ey dhkf_lbdb. Dlhfm`_aZ dblZckdhc dhkf_lbdhc – klhe_lby hiulZ dblZckdbo p_ebl_e_c, dblZckdhc f_^bpbgu. AZ _\jhi_ckdhc dhkf_lbdhc klhyl ^hklb`_gby obfbq_kdhc ijhfure_gghklb, aZ dblZckdhc – ^hklb`_gby p_ebl_e_c 47 Jm^g_\Z, :. KjZ\g_gb_ dblZckdhc lhj]h\hc bgl_jg_l- iehsZ^db ALIEXPRESS k EBAY – ij_bfms_kl\Z b g_^hklZldb / :. Jm^g_\Z // [We_dljhgguc j_kmjk]. – 2016. – URL: http://vchae.com/kitayskaya-torgovaya-internet-ploshhadka-aliexpress- sravnenie-s-ebay-preimushhestva-i-nedostatki/ 41 b ki_pbZebklh\ ih ljZ\he_q_gbx. Djhf_ lh]h, ohjhrZy dblZckdZy dhkf_lbdZ ijhba\h^blky ba gZlmjZevguo dhfihg_glh\. < gZklhys__ \j_fy lZf _klv g_kdhevdh \_kvfZ m\Z`Z_fuo nbjf, dhlhju_ ijhba\h^yl dZq_kl\_ggmx dhkf_lbdm, gZijbf_j: Herborist, Inoherb, Dabao, China Xuewei Cosmetic b China Xufan Cosmetic. Bo ijh^mdpby khihklZ\bfZ ih dZq_kl\m kh fgh]bfb _\jhi_ckdbfb [j_g^Zfb, gh \u]h^gh hlebqZ_lky hl gbo p_ghc. 48 50 FhkdZe_gdh, :. J_deZfZ ih-dblZckdb / :. FhkdZe_gdh // [We_dljhgguc j_kmjk]. – 2016. – URL: http://www.adme.ru/tvorchestvo-reklama/reklama-po-kitajski-269205/ 43 Qlh dZkZ_lky oZjZdl_jbklbd rZfimgb “;_eblZ”, m g_]h _klv \k_ rZgku, qlh[u klZlv [j_g^hf gZ dblZckdhf jugd_, lZd dZd hg kha^Zg ba gZlmjZevguo bg]j_^b_glh\. RZfimgv “Rbrdb of_ey” hkgh\Zg gZ [h]Zl_cr_f ih khklZ\m ib\guo ^jh``_c gZklh_ rbr_d of_ey, dhlhjuc h[eZ^Z_l mdj_ieyxsbf ^_ckl\b_f, \hkklZgZ\eb\Z_l _kl_kl\_gguc [ZeZgk dh`b ]heh\u b ijb^Z_l \hehkZf hke_ibl_evguc [e_kd. J_]meyjgh_ ijbf_g_gb_ rZfimgy b [ZevaZfZ ijb^Z_l \hehkZf kbem b [e_kd, mkdhjy_l bo jhkl. Djhf_ lh]h, “Rbrdb of_ey” \hkklZgZ\eb\Zxl _kl_kl\_gguc [ZeZgk dh`b ]heh\u b kbem \hehk. 44 K\_leZgZ =Zemah Ki_pbnbdZ j_deZfgh]h ijh^\b`_gby f_[_eb lhj]h\hc fZjdb «Ibgkd^j_\» gZ jughd DZaZoklZgZ JZkkfZljb\Zy \hijhku ihklZ\db [_ehjmkkdhc f_[_eb gZ jughd DZaZoklZgZ k mq_lhf hkh[_gghkl_c b ij_^ihql_gbc gZk_e_gby P_gljZevghc :abb, g_h[oh^bfh h[hagZqblv hkgh\gmx ijh[e_fm, dhlhjmx ij_^klhbl j_rblv. Wlh – ij_^ihql_gby `bl_e_c DZaZoklZgZ, dhlhju_ g_ ihoh`b gZ ij_^ihql_gby [_ehjmkh\. Ihwlhfm i_j_^ dhfiZgb_c “Ibgkd^j_\” ihklZ\e_gZ aZ^ZqZ i_j_hjb_glZpbb ijhba\h^kl\Z. < wdhghfbd_ DZaZoklZgZ k_cqZk hlf_qZ_lky kgb`_gb_ l_fih\ jhklZ \gmlj_gg_]h \Zeh\h]h ijh^mdlZ. L_f g_ f_g__, wlh ]hkm^Zjkl\h \oh^bl \ ^\Z^pZldm kljZg, gZb[he__ ijb\e_dZl_evguo ^ey \eh`_gby bg\_klbpbc. DZaZoklZg aZgbfZ_l 7-_ f_klh \ fbj_ ih aZiZkZf g_nlb, 6- _ – ih aZiZkZf ]ZaZ b 2-_ – ih aZiZkZf mjZgZ. KljZgZ y\ey_lky h^gbf ba \_^msbo wdkihjl_jh\ g_nlb. Ihfbfh g_nl_i_j_jZ[Zlu\Zxs_c, a^_kv jZa\blu lZdb_ hljZkeb ijhfure_gghklb, dZd obfbq_kdZy, f_lZeemj]by b fZrbghkljh_gb_. < kljZg_ ^_ckl\mxl ljb djmiguo g_nl_i_j_jZ[Zlu\Zxsbo aZ\h^Z, dhfie_dk ih ihemq_gbx nhknhjZ. DZaZoklZg y\ey_lky djmiguf ijhba\h^bl_e_f ahehlZ b jZnbgbjh\Zgghc f_^b. 45 f_klguo ijhba\h^bl_e_c g_agZqbl_evgZ – hdheh 27%. Ijbq_f dZ`^uc ]h^ ijbf_jgh 1% jugdZ fu l_jy_f. 51 S_j[Zdh\Z, H. AZ ihke_^gb_ 7-8 e_l f_[_evguc jughd DZaZoklZgZ _`_]h^gh jhk \kj_^g_fgZ 50% - ij_ab^_gl :kkhpbZpbb f_[_evghc ijhfure_gghklb JD / H. S_j[Zdh\Z // [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.zakon.kz/109879- za-poslednie-7-8-let-mebelnyjj-rynok.html 46 dZq_kl\hf b mki_rgh ijh^Z_lky gZ jugd_ g_ lhevdh 52 :ezgdZ [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.pinskdrev.by/items/ 800 47 “Zddhj^_hgh\”, ^b\Zgu gZ ^_j_\ygguo dZjdZkZo k^Zxl k\hb ihabpbb b ihkl_i_ggh \ul_kgyxlky \ jZajy^ “]hkl_\uo”. Djhf_ m^h[gh]h f_oZgbafZ jZkdeZ^u\Zgby b rbjbgu, ^b\Zg ohjhr_s_ b k\h_c jZkp\_ldhc, dZd yjdhc, lZd b g_ hq_gv. HgZ lZd`_ m^Zqgh \ibr_lky \ ex[hc bgl_jv_j, ih^hc^_l ih^ oZjZdl_j q_eh\_dZ. Wlh hkh[_ggh \Z`gh ^ey fheh^uo ihdmiZl_e_c b ih^jhkldh\. :^\_m^h[gu_ ih^mrdb [m^ml ij_djZkguf ^hiheg_gb_f d ^b\Zgm. Lj_of_klguc ^b\Zg “Hgbdk” bf__l m^h[gmx kibgdm gZ hkgh\_ ijm`bggh]h [ehdZ, ij_^hojZgyxsmx dhglZdl kh kl_ghc (kaZ^b _klv ki_pbZevguc jZa^_ebl_ev), ^\_ ^_dhjZlb\guo ih^mrdb k dZglhf b h[t_fguc ysbd ^ey ojZg_gby ihkl_evguo ijbgZ^e_`ghkl_c. JZaf_ju kiZevgh]h f_klZ khklZ\eyxl 2000*1500 ff, h^gZdh [eZ]h^Zjy kt_fguf [hdh\bgZf hgh klZgh\blky [he__ rbjhdbf b dhfnhjlguf, lZd dZd g_l jbkdZ m^Zjblvky \h kg_. KibgdZ b kb^_gv_ \uiheg_gu gZ hkgh\_ ijm`bggh]h [ehdZ, dhlhjuc ^_eZ_l ^b\Zg [he__ gZ^_`guf, m^h[guf b ihe_aguf ^ey a^hjh\vy. F_oZgbaf ljZgknhjfZpbb ^b\ZgZ ihoh` gZ f_oZgbaf ljZgknhjfZpbb lZolu “:e_gdZ”. «>ey lh]h, qlh[u jZaeh`blv ^b\Zg, g_h[oh^bfh kgZqZeZ kgylv ih^mrdb kibgdb. 53 Hgbdk [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.pinskdrev.by/items/ 2640 48 dhg_qgh, g_ \u[_jml k_[_ lZdhc ^b\Zg, Z\hlbojh^bl_eb, [Z[mrdb b ^_^mrdb [m^ml ^h\hevgu ihdmidhc. Ihke_^gbc ij_^f_l f_[_eb, ij_^eZ]Z_fuc ^ey wdkihjlZ \ DZaZoklZg, – wlh m]eh\hc ^b\Zg “:gZ[_ev”. ?]h h[b\dZ ijZdlbqgZy b g_ fZjdZy, kb^_gv_ lZd`_ k^_eZgh gZ hkgh\_ ijm`bggh]h [ehdZ, djhf_ lh]h, hg kZfuc rbjhdbc ba \k_o \ur_ ij_^eh`_gguo ^b\Zgh\: 2050*1540 ff. KibgdZ k^_eZgZ ba weZklbqgh]h ihebmj_lZgZ, dhlhjuc ^_eZ_l __ fy]dhc b mxlghc. >b\Zg lZd`_ fh`_l bkihevah\Zlvky dZd \ dZq_kl\_ m^h[gh]h f_klZ ^ey ^hfZrgbo ihkb^_ehd, lZd b \ dZq_kl\_ kiZevgh]h f_klZ. Ih^ kb^_gv_f ^b\ZgZ _klv \f_klbl_evgZy _fdhklv ^ey ihkl_evgh]h [_evy, ^hklmi d dhlhjhfm h[_ki_qb\Z_l ki_pbZevguc f_oZgbaf ih^t_fZ. M ^b\ZgZ _klv g_kdhevdh jZkp\_lhd, g_[jhkdbo b ijbylguo gZ ]eZa, ihwlhfm hg k e_]dhklvx \ibr_lky \ ex[hc bgl_jv_j. ;hdh\bgZ b ih^mrdb k ijbglhf ^_eZxl _]h [he__ ijb\e_dZl_evguf b ^h[Z\eyxl djZkhd. F_oZgbaf ljZgknhjfZpbb ^b\ZgZ “:gZ[_ev” lZd`_ ^hklZlhqgh ijhkl: «GZ^_`guc klZevghc f_oZgbaf, gZijZ\eyxsb_ ba l\_j^uo ihjh^ ^j_\_kbgu iha\heyxl k e_]dhklvx jZaeh`blv ^b\Zg. Ijbgpbi ljZgknhjfZpbb — \u^\bgm\ f_oZgbaf ba gbrb ih^ kb^_gv_f, \u lygbl_ aZ ki_pbZevgmx i_lex- jmqdm, b mklZgZ\eb\Z_l_ ih^t_fguc fy]dbc we_f_gl \ ]hjbahglZevgh_ iheh`_gb_, dhlhjuc, kludmykv k kb^_gv_f, h[jZam_l kiZevgh_ f_klh. Ij_bfms_kl\Z: ijhqguc b gZ^_`guc f_oZgbaf; kha^Z_lky jh\gh_ b ijhklhjgh_ kiZevgh_ f_klh»54. 54 :gZ[_ev [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.pinskdrev.by/ items/1255 49 jZaf_sZlv j_deZfm gZ [be[hj^Zo, ljZgkihjlguo kj_^kl\Zo (ijZ\^Z, hgZg_^he`gZf_rZlvh[ahjm^hjh]b), Z lZd`_ \ kj_^kl\Zo fZkkh\hc bgnhjfZpbb. F_[_ev, ij_^eZ]Z_fZy dhfiZgb_c “Ibgkd^j_\”, jZkkqblZgZ gZ ij_^klZ\bl_e_c \k_o khpbZevguo keh_\, ke_^h\Zl_evgh, gm`gh jZaf_sZlv j_deZfm \ gZb[he__ ihimeyjguo KFB b \ bgl_jg_l_. LZd dZd ijhp_gl ihevah\Zl_e_c bgl_jg_lZ \ DZaZoklZg_ g_ hq_gv \ukhd (71% gZk_e_gby – ih khklhygbx gZ 28 bxey 2015].), lh jZaf_sZlv j_deZfm ke_^m_l \ j_kim[ebdZgkdbo ]Za_lZo b gZ [be[hj^Zo \ djmiguo ]hjh^Zo. GZ l_e_\b^_gb_ j_deZfZ hjb_glbjh\ZgZ g_ [m^_l, lZd dZd ho\Zl Zm^blhjbb l_e_\b^_gb_f g_^hklZlhqgh \ukhd. J_deZfZ fh`_l ij_^klZ\eylv kh[hc dZjlbgdm k bah[jZ`_gb_f f_[_eb b kb^ys_]h beb e_`Zs_]h gZ g_c bghieZg_lygbgZ. 50 \hijhkZf Z\lhfh[bevguo ^hjh], aZl_f – hl f_klgh]h bkihegbl_evgh]h hj]ZgZ. «JZkijhkljZg_gb_, jZaf_s_gb_ j_deZfu gZ ljZgkihjlguo kj_^kl\Zo hkms_kl\eyxlky k kh[ex^_gb_f ijZ\be [_ahiZkghklb ^hjh`gh]h ^\b`_gby gZ hkgh\Zgbb ^h]h\hjh\ k kh[kl\_ggbdZfb ljZgkihjlguo kj_^kl\ b k ebpZfb, h[eZ^Zxsbfb bgufb \_sgufb ijZ\Zfb gZ ljZgkihjlgu_ kj_^kl\Z, _keb aZdhghf beb ^h]h\hjhf g_ ij_^mkfhlj_gh bgh_ \ hlghr_gbb ebp, h[eZ^Zxsbo bgufb \_sgufb ijZ\Zfb gZ wlh bfms_kl\h»55. LZdbf h[jZahf, ba ijh\_^_ggh]h bkke_^h\Zgby fh`gh k^_eZlv ke_^mxsb_ \u\h^u. 55 AZdhg J_kim[ebdb DZaZoklZg «H kj_^kl\Zo fZkkh\hc bgnhjfZpbb» [We_dljhgguc j_kmjk]. – 2015. – URL: http://kapshagai.kz/zakon-smi.html 51 52 K\_leZgZ =Zemah Kbkl_fZ j_deZfgh]h ijh^\b`_gby oheh^bevgbdh\ nbjfu «:leZgl» gZ jughd ?]bilZ ?]bi_l – g_ hq_gv \ukhdhjZa\blZy kljZgZ. ;hevrmx qZklv __ l_jjblhjbb aZgbfZxl imklugb, ex^b `b\ml \ hkgh\ghf \ ^hebgZo j_db Gbe b \ hZabkZo. Ba-aZ `Zjdh]h debfZlZ b ihklhygguo iheblbq_kdbo ihljyk_gbc wdhghfbq_kdZy h[klZgh\dZ \ kljZg_ g_kihdhcgZy. < k\yab k dZlZkljhnhc gZ [hjlm kZfhe_lZ :321 mom^rbeZkv kblmZpby gZ jugd_ lmjbklbq_kdbo mkem], aZ kq_l dhlhjuo `beZ [hevrZy qZklv gZk_e_gby ?]bilZ b dhlhju_ ijbghkbeb \ ]hkm^Zjkl\_ggmx dZagm gZb[hevr__ dhebq_kl\h ^_g_]. Kn_jZ mkem] y\ey_lky h^ghc ba gZb[he__ jZa\bluo hljZke_c wlhc k_\_jhZnjbdZgkdhc kljZgu. Djhf_ lmjbafZ, \ ?]bil_ jZa\blZ g_nlygZy ijhfure_gghklv b ^h[uqZ ]ZaZ, dhlhjuc wdkihjlbjm_lky \ BajZbev b Bhj^Zgbx. < kljZg_ jZ[hlZxl ^\Z aZ\h^Z, \uimkdZxsb_ k`b`_gguc ijbjh^guc ]Za. Kj_^b hljZke_c h[jZ[Zlu\Zxs_c ijhfure_gghklb gZb[he__ jZa\blu ibs_\Zy b l_dklbevgZy. Djmig_crb_ ij_^ijbylby l_dklbevghc ijhfure_gghklb jZkiheh`_gu \ ^_evl_ j_db Gbe b ki_pbZebabjmxlky gZ oehidh\uo, r_edh\uo b r_jklyguo ldZgyo. LZd`_ \ ?]bil_ gZoh^ylky g_kdhevdh ij_^ijbylbc, hjb_glbjh\Zgguo gZ fZrbghkljh_gb_. «FZrbghkljhbl_evgZy ijhfure_gghklv kdhgp_gljbjh\ZgZ \ ]hjh^Zo O_emZg_, DZbj_, :e_dkZg^jbb b Ihjl- KZb^_, ]^_ gZoh^ylky aZ\h^u ih ijhba\h^kl\m f_lZeehj_`msbo klZgdh\, ij_^ijbylby ih k[hjd_ Z\lhfh[be_c b kZfhe_lh\, ZlZd`_ aZ\h^u ih ijhba\h^kl\m `_e_agh^hjh`guo \Z]hgh\, \_ehkbi_^h\, oheh^bevgbdh\ b ^jm]hc [ulh\hc l_ogbdb, km^hkljhbl_evgu_ \_jnb, 53 jZ^bhl_ogbq_kdb_ b we_dljhl_ogbq_kdb_ ij_^ijbylby, p_f_glgu_ aZ\h^u»56. < hljZkeb k_evkdh]h ohayckl\Z aZgylh 28% gZk_e_gby. 60% ijh^mdpbb y\ey_lky bfihjlghc, Z, ke_^h\Zl_evgh, ex^b gbarbo keh_\ gZk_e_gby g_ fh]ml iha\heblv k_[_ ihdmiZlv __. Wlh ijb\h^bl d lhfm, qlh 5,2% gZk_e_gby kljZgu ]heh^Z_l. Ih^dhkbeb wdhghfbq_kdmx h[klZgh\dm b wib^_fby ilbqv_]h ]jbiiZ \ 2006 ]h^m, b nbgZgkh\u_ djbabku 2007-2009 ]h^h\. Ebrv [eZ]h^Zjy \ukhdhfm mjh\gx wdkihjlZ g_nlb m ?]bilZ _klv kj_^kl\Z ^ey ih^^_j`db [x^`_lZ. Ohly ihdZaZl_eb mjh\gy `bagb g_ jZ^mxl: 40% gZk_e_gby ijbqbke_gh d [_^guf, 26% `b\ml aZ q_jlhc [_^ghklb, mjh\_gv [_ajZ[hlbpu khklZ\ey_l 13,5%. Hlf_qZ_lky \ kljZg_ g_o\ZldZ \h^u, ibsb b ijhbkoh^ysZy ba-aZ wlh]h fZj]bgZebaZpby gZk_e_gby. <[_^guo jZchgZo jZkijhkljZg_gu dhjjmipby, ]jZ[_`b, m[bckl\Z. Qlh dZkZ_lky oheh^bevgbdh\, lh hkgh\ghc k_]f_gl jugdZ hk\h_g bfihjlghc ijh^mdpb_c. < ?]bil_ oheh^bevgbdb fh]ml dmiblv k_[_ [h]Zlu_ ex^b b qZklbqgh kj_^gbc deZkk. GZ jugd_ ]hkih^kl\mxl fZjdb ba BlZebb, NjZgpbb b Kh_^bg_gguo RlZlh\ :f_jbdb. ;_ehjmkkdZy nbjfZ “:leZgl” \uimkdZ_l l_jfhwe_dljbq_kdb_, h^ghdZf_jgu_ b ^\modZf_jgu_ oheh^bevgbdb jZaguo ]Z[Zjblh\. Hgb bf_xl jZaghh[jZagu_ ^baZcg b l_ogbq_kdb_ oZjZdl_jbklbdb. ?klv ^\modhfij_kkhjgu_ b h^ghdhfij_kkhjgu_ oheh^bevgbdb, ZlZd`_ hkgZs_ggu_ b g_ hkgZs_ggu_ kbkl_fhc No Frost, oheh^bevgbdb k dZi_evghc b \_ljyghc kbkl_fhc No Frost. >ey wdkihjlZ \ ?]bi_l ij_^eZ]Zxlky oheh^bevgbdb fh^_eb XM 4421 N. «H^ghdhfij_kkhjguc oheh^bevgbd ATLANT 2014 ]h^Z k_jbb COMFORT+ k kbkl_fhc fgh]hihlhqghc pbjdmeypbb oheh^gh]h \ha^moZ Smart Air Flow (k Z\lhfZlbq_kdhc kbkl_fhc hllZb\Zgby Full 56 H[ahj wdhghfbdb ?]bilZ [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.ved.gov.ru/exportcountries/eg/about_eg/eco_eg/ 54 No Frost, dhlhjZy ^Z_l \hafh`ghklv aZ[ulv h jZafhjZ`b\Zgbb oheh^bevgbdZ»57. Oheh^bevgbdb wlhc fh^_eb [ueb aZims_gu \ ijhba\h^kl\h \ 2014 ]h^m, ke_^h\Zl_evgh, hgb ^hklZlhqgh kh\j_f_ggu b hl\_qZxl gh\_crbf lj_[h\Zgbyf. Bf_xl jZaguc debfZlbq_kdbc deZkk: SN (^ey l_fi_jZlmju \ ihf_s_gbb hl +10 ^h +32 °K), N (^ey l_fi_jZlmju \ ihf_s_gbb hl +16 ^h +32 °K), ST (^ey l_fi_jZlmju \ ihf_s_gbb hl +18 ^h +38 °K), T (^ey l_fi_jZlmju \ ihf_s_gbb hl +18 ^h +43 °K). Oheh^bevgbd fh^_eb XM 4421 N bf__l \k_ q_luj_ debfZlbq_kdbo deZkkZ, fh^_eb XM 4421 N – hkgZs_g h^gbf dhfij_kkhjhf, qlh iha\hey_l _fm [ulv [he__ \f_klbl_evguf b aZgbfZlv f_gvr_ f_klZ. =Z[Zjblu oheh^bevgbdZ khklZ\eyxl 1865x595x625 ff, h[sbc h[t_f – 312 ebljh\, qlh iha\hey_l _fm khklZ\eylv dhgdmj_gpbx fh^_eyf dhgdmj_glh\ \ ?\jhi_. G_kfhljy gZ lh, qlh oheh^bevgbd hlebqZ_lky hl _\jhi_ckdbo qZklhlhc \ 50 =p, wlh g_ \eby_l gZ dZq_kl\h _]h jZ[hlu, l_f [he__, qlh fhsghklv oheh^bevgbdZ khklZ\ey_l 100 <, qlh khhl\_lkl\m_l \ukhdhfm mjh\gx wnn_dlb\ghklb jZ[hlu. Djhf_ lh]h, oheh^bevgbd wlhc fh^_eb hlghkblky d deZkkm wg_j]hihlj_[e_gby :+, lh _klv d kZfhfm wnn_dlb\ghfm deZkkm, h[eZ^Zxs_fm l_ogbq_kdbfb oZjZdl_jbklbdZfb, iha\heyxsbfb [he__ ijh^mdlb\gh bkihevah\Zlv wg_j]bx. H^bg dhfij_kkhj lZd`_ iha\hey_l kgbablv wg_j]hihlj_[e_gb_, bwlh – g_khfg_ggh_ ij_bfms_kl\h i_j_^ _\jhi_ckdbfb b Zf_jbdZgkdbfb 2-dhfij_kkhjgufb oheh^bevgbdZfb. ;eZ]h^Zjy wg_j]hihlj_[eyxs_fm deZkkm :, hlkmlkl\bx \_ljyghc kbkl_fu Full No Frost b \lhjh]h dhfij_kkhjZ oheh^bevgbdb fh^_eb XM 4421 N hlf_qZxlky gbadbf mjh\g_f a\mdh\hc fhsghklb – 43 ^;. M \_^msbo fbjh\uo [j_g^h\ jZafhjZ`b\ZxsZy kbkl_fZ Full No Frost \klj_qZ_lky g_qZklh, Z _keb b \klj_qZ_lky, lh \eby_l gZ p_gm 57 OF 4421 N [We_dljhgguc j_kmjk]. – 2015. – URL: http: //www.atlant.by/bt.atlant.by/catalog/fridges/detail. php?ID=16861 55 ijh^mdpbb. “:leZgl” `_ ijb g_\ukhdhc p_g_ khojZgy_l \ukhdh_ dZq_kl\h. AZiZ^gu_ ijhba\h^bl_eb bkihevamxl \_ljygmx kbkl_fm Full No Frost, lZd dZd hgZ jZ[hlZ_l b gZ oheh^bevgmx, bgZfhjhabevgmx dZf_ju, Z lZd`_ aZgbfZ_l f_gvr_ f_klZ, q_f dZi_evgZy kbkl_fZ. Wlh lZd`_ \eby_l gZ p_gm. Oheh^bevgbd fh^_eb 4421 N bf__l dZi_evgmx kbkl_fm Full No Frost, lh _klv «bkiZjbl_ev hoeZ`^Z_l aZ^gxx kl_gdm oheh^bevgh]h hl^_e_gby b fhjhabedb»58. ;eZ]h^Zjy wlhfm oheh^bevgbdb [he__ \f_klbl_evgu b bf_xl kjZ\gbl_evgh gbadmx p_gm. BlZd, i_j_qbkebf hkgh\gu_ ij_bfms_kl\Z [_ehjmkkdbo oheh^bevgbdh\ i_j_^ ijh^mdpb_c ba BlZebb, NjZgpbb b KR:: g_kdhevdh debfZlbq_kdbo deZkkh\, \ dhlhjuo fh`_l jZ[hlZlv oheh^bevgbd; gbadbc mjh\_gv rmfZ; gbadZy p_gZ; \ukhdZy \f_klbl_evghklv ba-aZ hlkmlkl\by \lhjh]h dhfij_kkhjZ b \_ljyghc kbkl_fu Full No Frost. 58 Kbkl_fZ No Frost \ kh\j_f_gguo oheh^bevgbdZo [We_dljhgguc j_kmjk]. – 2015. – URL: http://tehznatok.com/kak-vyibrat/holodilnik/no-frost.html 56 ;hevrbgkl\h ihevah\Zl_e_c gZoh^ylky \ \hajZkl_ hl 21 ^h 29 e_l. Bgl_jg_l dhgljhebjm_lky ]hkm^Zjkl\hf ]hjZa^h f_gvr_, q_f l_e_\b^_gb_ b ]Za_lu, gh Fbgbkl_jkl\h bgnhjfZpbb j_]meyjgh [ehdbjm_l kZclu, ij_^klZ\eyxsb_ gZpbhgZevgmx m]jham. LZd`_ ijZ\bl_evkl\h ?]bilZ hkms_kl\ey_l fhgblhjbg] k_lb Facebook gZ ij_^f_l ijhlb\hklhygby \eZklb. < ?]bil_ \uoh^yl 18 i_qZlguo ba^Zgbc. ?]bi_lkdh_ ijZ\bl_evkl\h \eZ^__l lj_fy kZfufb djmigufb: Al-Ahram, Al-Akhbar b Al-Gumhuriya59. Bkoh^y ba ^Zgguo h dhebq_kl\_ ex^_c, `b\msbo aZ q_jlhc [_^ghklb, fh`gh ij_^iheh`blv, qlh kZfuc m^Zqguc \ZjbZgl j_deZfu – wlh ijh\_^_gb_ ijhfhZdpbc, gZ dhlhjuo gbarb_ kehb gZk_e_gby kfh]ml hagZdhfblvky k ijh^mdpb_c, jZaf_s_gb_ [Zgg_jh\ b [be[hj^h\ gZ mebpZo, j_deZfgu_ ebklh\db. Qlh[u ijhbgnhjfbjh\Zlv qZklv kj_^g_]h deZkkZ, p_e_khh[jZagh jZaf_sZlv j_deZfm \ bgl_jg_l_ gZ gh\hklguo ihjlZeZo, [eh]Zo, \ khpbZevguo k_lyo. Lj_lv_, gZ qlh fh`_l [ulv hjb_glbjh\ZgZ j_deZfZ, – wlh l_e_\b^_gb_ b i_qZlgu_ f_^bZ. Ba-aZ kbevgh]h dhgljhey ]hkm^Zjkl\Z jZaf_s_gb_ j_deZfu \ ]hkm^Zjkl\_gguo ba^Zgbyo b gZ ]hkm^Zjkl\_gguo l_e_dZgZeZo fh`_l [ulv ijh[e_fZlbqguf, gh _klv j_a_j\ \ \b^_ qZklguo ba^Zgbc. J_deZfgZy dZfiZgby fh`_l \dexqZlv \ k_[y: j_deZfguc jhebd ^ey l_e_\b^_gby b bgl_jg_l-ihjlZeh\; ebklh\db b bah[jZ`_gby gZ [Zgg_jZo b [be[hj^Zo kh keh]Zghf b hkgh\gufb iheh`_gbyfb, dhlhju_ ^he`gu aZbgl_j_kh\Zlv ihdmiZl_e_c. ?keb j_deZfguc jhebd [m^_l k\yaZg k gh\h]h^g_c l_fZlbdhc, lh hgZ fh`_l [ulv hljZ`_gZ gZ ebklh\dZo b [Zgg_jZo. GZ l_fghf nhg_ jy^hf k oheh^bevgbdhf p_e_khh[jZagh bah[jZablv meu[Zxs_]hky IZim Ghwey (ZgZeh] jmkkdh]h >_^Z FhjhaZ) khldjuldhc\jmdZo: “Oheh^bevgbd \ dZ`^uc ^hf!”. GZ oheh^bevgbd_ fh]ml [ulv gZibkZgu b gZ]ey^gh bah[jZ`_gu 59 Allam, R. Egypt / R. Allam // [Electronic resource]. – 2015. – URL: http://ejc.net/media_landscapes/egypt 57 hkgh\gu_ k\_^_gby h g_f: debfZlbq_kdbc deZkk, hkgZs_gghklv kbkl_fhc jZafhjZ`b\Zgby, ]Z[Zjblu, mjh\_gv rmfZ, mjh\_gv wg_j]hihlj_[e_gby b p_gZ. Wlh ^_eZ_lky ^ey lh]h, qlh[u ex^b ihgyeb, qlh dmiblv lZdhc oheh^bevgbd hq_gv \u]h^gh. Djhf_ lh]h, oheh^bevgbd fh`_l [ulv mdjZr_g [_ehjmkkdbf hjgZf_glhf, hljZ`Zy wlbf hkh[_gghklb kljZgu-ijhba\h^bl_ey. GZ ijhfhZdpbyo wnn_dlb\gh ^_fhgkljbjh\Zlv ex^yf l_ogbq_kdb_ oZjZdl_jbklbdb oheh^bevgbdZ b dZq_kl\h _]h jZ[hlu, ihdZau\Zlv fhsghklv fhjhabevghc dZf_ju, dhlhjZy aZ hq_gv dhjhldh_ \j_fy ij_\jZsZ_l \h^m \ e_^, \f_klbl_evghklv oheh^bevghc dZf_ju – iml_f aZiheg_gby __ jZagufb ijh^mdlZfb. Bgl_j_kgh ^_fhgkljbjh\Zlv gbadbc mjh\_gv rmfZ iml_f kjZ\g_gby k rhjhohf ebklv_\, r_e_klhf [mfZ]b beb r_ihlhf q_eh\_dZ. 60 Qlh lZdh_ debfZlbq_kdbc deZkk oheh^bevgbdZ b dZdhc ba gbo emqr_ [We_dljhgguc j_kmjk]. – 2015. – URL: http://tehznatok. com/kak- vyibrat/holodilnik/klimaticheskij-klass.html 58 dhgljhebjmxlky ]hkm^Zjkl\hf, qlh gZ^h mqblu\Zlv ijb ih^]hlh\d_ j_deZfghc dZfiZgbb. DZd \ZjbZgl, bkihevah\Zlv bgl_jg_l ^ey jZkijhkljZg_gby j_deZfu. <-q_l\_jluo, ijb ijh\_^_gbb j_deZfghc dZfiZgbb ke_^m_l mqblu\Zlv lZdb_ nZdlhju, dZd f_glZebl_l b khpbZevgh-wdhghfbq_kdh_ iheh`_gb_ gZk_e_gby. LZd dZd 40% _]bilyg ijbqbke_gu d [_^guf kehyf, lh, djhf_ dZd gZ qm^h, bf gZ^_ylvky g_ gZ qlh. Bf_ggh ihwlhfm b^_y k l_fZlbdhc Gh\h]h =h^Z b \her_[kl\Z y\ey_lky \ ^Zgghf kemqZ_ gZb[he__ ih^oh^ys_c. <-iyluo, h^bg ba \ZjbZglh\ dhgdmj_glghc [hjv[u – hlkuedZ d kljZg_, \ dhlhjhc hkms_kl\ey_lky ijhba\h^kl\h, qlh fh`gh k^_eZlv iml_f mdjZr_gby oheh^bevgbdh\ “:leZgl” [_ehjmkkdbf hjgZf_glhf. 59 60 :gZklZkby =baZlmeebgZ Ihl_gpbZe j_deZfgh]h ijh^\b`_gby [j_g^Z «Aist» gZ jughd NjZgpbb Wdkihjl \_ehkbi_^h\ [_ehjmkkdh]h ijhba\h^kl\Z \ _\jhi_ckdmx kljZgm – ^_eh, lj_[mxs__ k_jv_agh]h, m]em[e_ggh]h ih^oh^Z. NjZgpmakdZy \_ehkbi_^gZy ijh^mdpby – h^gZ ba kZfuo \hklj_[h\Zgguo \h \k_f fbj_, b gZ jugd_ h[]hgy_l [_ehjmkkdb_ \_ehkbi_^u ih fgh]bf iZjZf_ljZf. I_j\hkl_i_gghc aZ^Zq_c ijb wdkihjlbjh\Zgbb ^ey [j_g^Z “AIST” y\ey_lky ^hklhcgh_ ij_^klZ\e_gb_ kljZgu gZ njZgpmakdhf jugd_, qlh \dexqZ_l \ k_[y mki_rgmx j_deZfgmx dhfiZgbx, \ukhdb_ ijh^Z`b ij_^klZ\ey_fhc ijh^mdpbb, Z lZd`_ mgbdZevgu_ l_ogheh]bq_kdb_ b ^baZcg_jkdb_ j_r_gby ^ey aZgylby eb^bjmxsbo ihabpbc \ [hjv[_ k dhgdmj_glZfb. NjZgpmakdbc jughd \_ehkbi_^h\, \hkgh\ghf, khklhbl ba \ukhdh hp_g_gguo \ fbj_ [j_g^h\. Kj_^b gbo – “Corima”, “Cyfac International”, “Gitane”, “Koxx”, “Lapierre”, “Matra”, “Motobecane”, “Time Sport”, “VeloSoleX”, “Vitus”, “Sunnbicycle”, “H-zontal”, “Kemo”, “Histoire”, “Olympique”, “Matra” beb, gZijbf_j, “CRONUS”. >Zggmx fZjdm \_ehkbi_^Z klhbl jZkkfZljb\Zlv dZd hkgh\gh]h dhgdmj_glZ gZ njZgpmakdhf jugd_. “CRONUS” – wlh h^bg ba kZfuo fheh^uo b i_jki_dlb\guo \_ehkbi_^guo [j_g^h\, dhlhjuc aZkem`_ggh ihevam_lky mki_ohf m ihlj_[bl_e_c \h \k_f fbj_. ?]h hlebqbl_evgufb hkh[_gghklyfb y\eyxlky: yjdbc^baZcg\_ehkbi_^h\, dhlhjuc jZajZ[Zlu\Z_lky \h NjZgpbb kh\f_klgh k ba\_klgufb ^baZcg_jkdbfb Z]_glkl\Zfb; rbjhdbc fh^_evguc jy^ \_ehkbi_^h\, [eZ]h^Zjy dhlhjhfm dZ`^uc kfh`_l gZclb k_[_ ih^oh^ysmx fh^_ev; mgbdZevgZy k_jby ]hjguo «kdeZ^guo \_ehkbi_^h\ “Shldier 26” b “Shldier 29” (Klhbl hlf_lblv, qlh \gbfZgb_ gZ njZgpmakdhf jugd_ m^_ey_lky jZ\ghagZqgh \k_f 61 \b^Zf \_ehkbi_^h\: [m^v lh ]hjgu_, ^_lkdb_, ]hjh^kdb_ beb 61 Bklhjby [We_dljhgguc j_kmjk]. – 2013. – URL: http://www.cronusbike.ru/about/history 62 blZevygkdbf ^baZcghf. < lhf `_ ]h^m fZjdZ klZgh\blky hnbpbZevguf iZjlg_jhf ;_ehjmkkdhc n_^_jZpbb \_ehkbi_^gh]h kihjlZ. B\ 2012 ]h^m gZ \_ehkbi_^Zo “AIST” [_ehjmkkdb_ kihjlkf_gdb mklZgZ\eb\Zxl hebfibckdbc j_dhj^ b 2 gZpbhgZevguo j_dhj^Z gZ hebfibckdhf \_ehlj_d_ \ Ehg^hg_. «< 2013 ]h^m “AIST” \uklmibe hnbpbZevguf iZjlg_jhf Q_fibhgZlZ fbjZ ih \_ehkihjlm gZ lj_d_ \ Fbgkd_»62. “AIST” k_]h^gy – wlh rbjhdbc fh^_evguc jy^, ]^_ dZ`^uc gZc^_l k_[_ bf_ggh lhl \_ehkbi_^, dhlhjuc g_h[oh^bf. ;m^v lh \_ehkbi_^ ^ey _`_^g_\guo ih_a^hd gZ jZ[hlm, mq_[m, ^ey ijh]mehd beb Zdlb\gh]h nblg_kZ. <_ehkbi_^u “AIST” ij_^klZ\e_gu rbjhdbf Zkkhjlbf_glhf, ij_^eZ]Zxsbf jZaghh[jZagu_ fh^_eb k ijb\e_dZl_evguf ^baZcghf b kh\j_f_gghc dhfie_dlZpb_c. < gZklhys__ \j_fy “AIST” \_^_l Zdlb\gmx fZjd_lbg]h\mx iheblbdm, mqZkl\m_l \ jZaebqguo khpbZevguo ijh_dlZo b kihjlb\guo khj_\gh\Zgbyo f_`^mgZjh^gh]h mjh\gy, y\ey_lky l_ogbq_kdbf iZjlg_jhf gZpbhgZevghc dhfZg^u ;_eZjmkb ih \_ehkihjlm. “AIST” khojZgy_l \ k_[_ emqrb_ ljZ^bpbb ijhreh]h, bkihevam_l i_j_^h\u_ l_ogheh]bb gZklhys_]h b m\_j_ggh kfhljbl \ [m^ms__. >hklmighklv, ijhklhlZ \ wdkiemZlZpbb b gZ^_`ghklv – l_ hkgh\gu_ k\hckl\Z fZjdb, dhlhju_ g_ lhevdh iha\heyxl mki_rgh dhgdmjbjh\Zlv gZ jugd_ \_ehkbi_^h\, gh b k dZ`^uf ]h^hf h[j_lZlv \k_ [hevrmx ihimeyjghklv kj_^b \_ehex[bl_e_c b ijhn_kkbhgZeh\. Qlh[u h^_j`Zlv ih[_^m gZ^ dhgdmj_glZfb, dZd m`_ ]h\hjbehkv jZg__, g_h[oh^bfh lsZl_evgh ijh^mfZlv dZ`^uc Zki_dl j_deZfghc dhfiZgbb: dZdb_ fh^_eb ihklZ\eylv; gZ q_f k^_eZlv Zdp_gl; dZdh\u ij_bfms_kl\Z ijh^mdpbb. :dp_gl p_e_khh[jZagh k^_eZlv gZ g_dhlhjuo hkh[_gghklyo j_ZebaZpbb ijh^mdpbb “AIST”. J_qv b^_l, \ qZklghklb, h gbadbo p_gZo 62 Bklhjby fZjdb [We_dljhgguc j_kmjk]. – 2014. – URL: http://aist-bike.com/o- kompanii 63 gZ dZq_kl\_ggmx ijh^mdpbx, mf_ehf i_j_ie_l_gbb [_ehjmkkdbo b njZgpmakdbo fhlb\h\ \ ^baZcg_, Z lZd`_ h ijh]jZff_ bg^b\b^mZevghc k[hjdb kh kdb^dZfb, q_]h g_ ij_^eZ]Z_l gb h^gZ ^jm]Zy fZjdZ. Kh\j_f_gguc \_ehkbi_^ – wlh ^hklZlhqgh keh`guc k l_ogbq_kdhc lhqdb aj_gby f_oZgbaf. «LjZ^bpbhggh ^ey ijhba\h^kl\_gghc dhfiZgbb \k_ gZqbgZ_lky k b^_c b g_[hevrbo gZ[jhkdh\ hl jmdb. AZl_f wkdbau k gZ[jhkdZfb i_j_ghkylky \ lj_of_jgh_ ijhkljZgkl\h, ]^_ kha^Z_lky lhqgZy pbnjh\Zy fh^_ev»63. DhfZg^Z d\Zebnbpbjh\Zgguo bg`_g_jh\ b dhgkljmdlhjh\ ijh\h^bl \k_klhjhggbc ZgZeba ijh_dlZ b ihke_ wlh]h ihy\ey_lky i_j\uc ijhlhlbi ijh^mdpbb. < ijhp_kk_ l_klh\ ijhlhlbi rebnm_lky k mq_lhf kh\_lh\ b ih`_eZgbc ijhn_kkbhgZeh\ b ebrv ihlhf, ihke_ \g_k_gby \k_o fh^bnbdZpbc b ihijZ\hd, moh^bl \ k_jbcgh_ ijhba\h^kl\h. >ey bg^b\b^mZevgh]h f_lh^Z k[hjdb gZ^h jZajZ[Zlu\Zlv hl^_evgmx ijh]jZffm, dhlhjmx \ k\h[h^ghf ^hklmi_ fh`gh [ueh [u gZclb gZ “Play MZrket”. Ijh]jZffZ ^he`gZ ij_^mkfZljb\Zlv p_euc dZlZeh] jZaghh[jZaguo \ZjbZpbc ^ey \k_o lbih\ \_ehkbi_^h\, qlh[u ihlj_[bl_ev fh] \ ijbeh`_gbb kha^Zlv wkdba kh[kl\_ggh]h \_ehkbi_^Z, Z aZl_f hlijZ\blv _]h gZ ihqlm \_ehkbi_^ghc fZjdb “AIST”. H[yaZl_evguf mkeh\b_f y\ey_lky jZkkfhlj_gb_ aZy\db \ l_q_gb_ g_^_eb, ijb gZjmr_gbb ^Zggh]h imgdlZ ihlj_[bl_ev fh`_l ihlj_[h\Zlv dhfi_gkZpbx. K ^Zgguf mkeh\b_f ihlj_[bl_e_c ^he`gh agZdhfblv kZfh ijbeh`_gb_ kjZam ihke_ kdZqb\Zgby. Ex[Zy \_ehkbi_^gZy dhfiZgby \k_]^Z jZ^Z k^_eZlv Zdp_gl gZ k\hbo l_ogheh]byo. H^gZdh keh`gh ij_^klZ\blv k_[_ ijhba\h^bl_ey, dhlhjuc khkj_^hlhqb\Z_l fZdkbfmf mkbebc ebrv gZ l_ogheh]byo, iheghklvx aZ[u\Zy h[ wkl_lbq_kdhc klhjhg_ \hijhkZ. 63 DZd \u[jZlv \_ehkbi_^ [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.texnika.by/info/85-kak-vybrat-velosiped 64 KZfh_ \Z`gh_ ^ey [hevrbgkl\Z ihlj_[bl_e_c – wlh ihemq_gb_ m^h\hevkl\by hl dZlZgby. Bf_ggh wlbf ijbgpbihf b klhbl jmdh\h^kl\h\Zlvky ijb jZ[hl_. >baZcgm b \g_rg_fm \b^m ke_^m_l m^_eblv [hevrh_ \gbfZgb_, lZd dZd m^h\hevkl\b_ hl dZlZgby gZqbgZ_lky jh\gh k lh]h fhf_glZ, dh]^Z ihlj_[bl_ev \udZlu\Z_l k\hc klbevguc \_ehkbi_^ ba ^hfZ beb ]ZjZ`Z i_j_^ ih_a^dhc. >ey [j_g^Z “AIST” kh\f_klgufb mkbebyfb [_ehjmkkdbo b ijb]eZr_gguo njZgpmakdbo ijhn_kkbhgZeh\ (Zl_ev_ “Jonny Mole”) jZajZ[hlZg yjdbc b ZdlmZevguc ^baZcg, ^ey dhlhjh]h oZjZdl_jgu ke_^mxsb_ we_f_glu: 1. 64 <_ehkbi_^u Kross – \k_, qlh \u ohl_eb magZlv [We_dljhgguc j_kmjk]. – 2013. – URL: http://motovelo.by/news/velosipedyi-kross-vse-chto-vy 65 kbf\heZ j_deZfghc dhfiZgbb. GZ [be[hj^Zo lZd`_ bah[jZ`Zxlky Zbklu. 66 GZlZevy >Zgbe_\bq Dhglmju j_deZfgh]h ijh^\b`_gby ijh^mdpbb ij_^ijbylby «;_e\_kl» gZ jughd <_g]jbb “;_e\_kl” – [_ehjmkkdh-jhkkbckdh_ ij_^ijbylb_. Hkgh\gu_ gZijZ\e_gby ^_yl_evghklb: ijhba\h^kl\h h[m\b, jhagbqgZy lhj]h\ey h[m\vx, jhagbqgZy lhj]h\ey Zdk_kkmZjZfb b khimlkl\mxsbfb lh\ZjZfb. DhfiZgby kha^Z_l dZq_kl\_ggmx, fh^gmx b \hklj_[h\Zggmx dh`Zgmx h[m\v, wdkihjl dhlhjhc g_ lhevdh kihkh[kl\m_l jZa\blbx “;_e\_klZ”, gh b fh`_l [ulv \u]h^_g `bl_eyf kljZg-bfihjl_jh\ \ ieZg_ p_gu b dZq_kl\Z. Ij_^ijbylb_ “;_e\_kl” kha^Zgh \ 1988 ]h^m. M_]hbklhdh\ klhyeb ^\Z ba\_klg_crbo ijhba\h^bl_ey h[m\b – \bl_[kdZy nZ[jbdZ “DjZkguc Hdly[jv” bg_f_pdZydhfiZgby Salamander. 8 n_\jZey 1988 ]h^Z \ Fhkd\_ hgb ih^ibkZeb Mqj_^bl_evguc ^h]h\hj, \ j_amevlZl_ dhlhjh]h “;_e\_kl” klZeh h^gbf ba i_j\uo kh\f_klguo ij_^ijbylbc gZ l_jjblhjbb Kh\_lkdh]h KhxaZ. Ih khklhygbx gZ 2015 ]h^, “;_e\_kl” \uimkdZ_l 2 fbeebhgZ iZj h[m\b \ ]h^. :_]hjhagbqgZy k_lv gZkqblu\Z_l [he__ 340 nbjf_gguo fZ]Zabgh\ \ ;_eZjmkb, Jhkkbb bEZl\bb. >ey kha^Zgby h[m\b a^_kv bkihevam_lky lhevdh gZlmjZevgZy dh`Z. IhklZ\sbdZfb dh`Zguo fZl_jbZeh\ y\eyxlky ijhba\h^bl_eb ba BlZebb b ^jm]bo kljZg. “;_e\_kl” – h^gh ba g_fgh]bo ij_^ijbylbc \ fbj_, h[_ki_qb\Zxsbo 100-ijhp_glguc 6-klmi_gqZluc dhgljhev dZq_kl\Z. < k_ahgguo dhee_dpbyo ij_^klZ\e_g fm`kdhc b `_gkdbc Zkkhjlbf_gl. Fh^_evguc jy^ h[m\b b Zdk_kkmZjh\ kha^Z_lky bgl_jgZpbhgZevgufb dhfZg^Zfb ^baZcg_jh\ ba BlZebb, =_jfZgbb, Jhkkbb b ;_eZjmkb. DZ`^Zy gh\Zy dhee_dpby jZa^_e_gZ gZ 4 ebgbb: elegance, everyday, casual b comfort, [eZ]h^Zjy q_fm ex[hc kfh`_l gZclb k\hx b^_Zevgmx iZjm. ?`_]h^gh dhee_dpby h[gh\ey_lky gZ 80% 67 b khklZ\ey_l [he__ 1200 fh^_e_c h[m\b. DZ`^mx gh\mx dhee_dpbx h[m\b khijh\h`^Z_l dhee_dpby kmfhd, dZ`^Zy ba dhlhjuo jZajZ[Zlu\Z_lky \ khhl\_lkl\bb k fh^_eyfb h[m\b. Ihwlhfm ih^ ex[mx iZjm fh`gh gZclb ^hihegbl_evguc Zdk_kkmZj, Zbo[he__ 100 \b^h\. < fZ]ZabgZo nbjf_gghc k_lb ij_^klZ\e_g rbjhdbc Zkkhjlbf_gl kj_^kl\ ih moh^m aZ h[m\vx. DhfiZgby bf__l kh[kl\_ggmx ebgbx h[m\ghc dhkf_lbdb, dhlhjZy ijhba\h^blky \ BlZebb ih^ fZjdhc “;_e\_kl”. Ebgby \dexqZ_l \ k_[y dj_fZ b kij_b ^ey moh^Z aZ h[m\vx ba jZaguo \b^h\ dh`b. DhfiZgby g_ klhbl gZ f_kl_: k_]h^gy dmiblv h[m\v fh`gh, g_ \uoh^y ba ^hfZ, hnhjfb\ hgeZcg-ihdmidm. P_gu gZ h[m\v “;_e\_kl” – g_ kZfu_ gbadb_, gh \iheg_ ^hklmigu_, hkh[_ggh mqblu\Zy kljh]h \u\_j_ggmx l_ogheh]bx ijhba\h^kl\Z, \ukhdh_ dZq_kl\h bkihevam_fuo fZl_jbZeh\ b ^he]h\_qghklv ijb ghkd_. >ey ihklhygguo deb_glh\ ^_ckl\m_l gZdhibl_evgZy ^bkdhglgZy ijh]jZffZ, dhlhjZy iha\hey_l ihemqZlv kdb^db hl 3% ^h 10%. Ihfbfh wlh]h, \ fZ]ZabgZo i_jbh^bq_kdb ijhoh^yl k_ahggu_ jZkijh^Z`b b ijbylgu_ Zdpbb ^ey ihdmiZl_e_c, qlh fh`_l lhevdh ihjZ^h\Zlv. Bf_ggh dZq_kl\h ij_^ijbylb_ klZ\bl \h ]eZ\m k\h_c ijhba\h^kl\_gghc iheblbdb, jZkoh^my g_fZeu_ kj_^kl\Z gZ fh^_jgbaZpbx ijhba\h^kl\Z, ihdmidm ohjhr_]h kujvy b ijb\e_q_gb_ aZjm[_`guo ^baZcg_jh\ d kha^Zgbx dhee_dpbc. ;eZ]h^Zjy k\h_fm dZq_kl\m, ijh^mdpby dhfiZgbb fh`_l [ulv hq_gv \u]h^guf ij_^eh`_gb_f, “eZdhfuf dmkhqdhf” ^ey h[m\gh]h jugdZ <_g]jbb, dm^Z ihklZ\db h[m\b fh`gh hkms_kl\eylv `_e_agh^hjh`guf ljZgkihjlhf, \_^v <_g]jby gZoh^blky g_^Ze_dh hl ;_eZjmkb. :wlh g_^hjh]h b hq_gv \u]h^gh. “;_e\_kl” ij_^eZ]Z_l h[m\v gZ dZ`^uc k_ahg. Mqblu\Zy hkh[_gghklb ij_bfms_kl\_ggh fy]dh]h debfZlZ <_g]jbb, ^ey 68 wdkihjlZ \ kZfuc jZa ih^hc^_l h[m\v k_ahgh\ “\_kgZ-e_lh-hk_gv”. Ijb hij_^_e_gbb kljZl_]bb j_deZfghc dZfiZgbb g_h[oh^bfh mqblu\Zlv hkh[_gghklb f_glZebl_lZ `bl_e_c <_g]jbb, dhlhjuo g_\hafh`gh kimlZlv k ij_^klZ\bl_eyfb dZdhc-eb[h ^jm]hc gZpbb: gZklhevdh yjdh \ gbo \ujZ`_gu gZpbhgZevgu_ ih\_^_gq_kdb_ hkh[_gghklb. Hgb ^Zxl h k_[_ agZlv \ ex[hc kn_j_ h[s_gby: \h \j_fy ^_eh\uo i_j_]h\hjh\ b gZ ^jm`_kdbo h[_^Zo, \ djZldhf ^bZeh]_ b g_ki_rghc [_k_^_. Qlh[u g_ ihiZklv \ijhkZd k j_deZfguf jhebdhf, g_h[oh^bfh agZlv hkgh\gu_ g_ibkZgu_ aZdhgu ih\_^_gby \ wlhc kljZg_. L_f [he__, qlh hgb fZeh q_f hlebqZxlky hl h[s_ijbgyluo ijZ\be ijbebqby b lZdlZ. GZijbf_j, \ jhebd_ \Z`gh ihdZau\Zlv k^_j`Zggu_ wfhpbb: \_g]ju – g_ kZfu_ [hevrb_ ihdehggbdb [mjgh]h \ujZ`_gby qm\kl\. G_fZeh\Z`gh_ agZq_gb_ hgb ijb^Zxl b yaudm `_klh\: ohjhrbf lhghf a^_kv kqblZxlky ieZ\gu_, kihdhcgu_ ^\b`_gby b ijyfZy hkZgdZ. «Emqr_ \ha^_j`Zlvky hl j_adhc `_klbdmeypbb: g_ ihdZau\Zlv iZevp_f, g_ \kie_kdb\Zlv jmdZfb, g_ k`bfZlv jmdb \ dmeZdb»65. >_j`Zlv jmdb \ dZjfZgZo \ <_g]jbb lZd`_ kqblZ_lky g_ijbebqguf. <_g]ju hq_gv s_i_lbevgu ih hlghr_gbx d qbklhl_ h[m\b, b lh]h `_ h`b^Zxl hl k\hbo agZdhfuo, qlh lZd`_ fh`gh bkihevah\Zlv \ j_deZfghf jhebd_. G_kfhljy gZ k\hx k^_j`Zgghklv, hgb ex[yl lZgp_\Zlv. <_g]jby – kljZgZ fmaudb b lZgp_\. « 65 Hkh[_gghklb ih\_^_gby \ <_g]jbb [We_dljhgguc j_kmjk]. – 2013. – URL: http://perevod-online.com/vengerskiy-yazyk/vengriya/osobennosti-povedeniyZ 66 GZpbhgZevgu_ hkh[_gghklb <_g]jbb [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.msclub.com.ua/country.php?id=139 69 ;hjv[Z k dhgdmj_glZfb \ <_g]jbb fh`_l [ulv mki_rghc aZ kq_l p_gu. Kj_^gyy p_gZ gZ dh`Zgmx h[m\v \ wlhc kljZg_ dhe_[e_lky hl 48 ^h 81 ^heeZjZ. < ;_eZjmkb p_gZ ZgZeh]h\ dhe_[e_lky hl 30 ^h 65 ^heeZjh\. Wlh hagZqZ_l: _keb ^Z`_ dhfiZgby ih^gbf_l p_gu gZ k\hx h[m\v b ijb[ebablky d p_gZf <_g]jbb, hgZ hdmibl k\hb aZljZlu gZ i_j_\hadm b [m^_l jZ[hlZlv k ijb[uevx, gh kljZgZ \k_ jZ\gh g_ ihemqbl hq_gv \ukhdbo p_g. < ihevam lh]h, qlh [_ehjmkkdZy h[m\v fh`_l “ijb`blvky” \<_g]jbb, k\b^_l_evkl\m_l m`_ kms_kl\mxs__ [_ehjmkkdh-\_g]_jkdh_ khljm^gbq_kl\h. «<<_g]jbxm`_ ihklZ\eyxlky g_nl_ijh^mdlu, ljZdlhju, k_^_evgu_ ly]Zqb, ^j_\_kbgZ, q_jgu_ f_lZeeu, m^h[j_gby, evgygu_ ldZgb, f_[_ev»67. Hkgh\ghc mihj \ j_deZf_ g_h[oh^bfh ^_eZlv gZ gZ^_`ghklb b dZq_kl\_ h[m\b “;_e\_kl”. Wlh – b dexq_\u_ ^hklhbgkl\Z h[m\b, b kZfu_ ijb\e_dZl_evgu_ q_jlu ^ey \_g]jh\. AZ ihke_^gb_ ]h^u jughd l_e_j_deZfu bgl_gkb\gh jZa\b\Zeky \ <_g]jbb. ?]h l_fiu jhklZ ]hjZa^h \ur_ ^jm]bo hljZke_c wdhghfbdb. 67 AZe_kkdbc, ;. Ihablb\gZy ^bgZfbdZ lh\Zjhh[hjhlZ / ;. AZe_kkdbc // GZjh^gZy ]Za_lZ. – 2007. – 28 bxe. 70 h[eZklb kj_^kl\ fZkkh\hc bgnhjbZpbb, – Pro Sieben Sat.1 Media AG. Hg y\ey_lky ]eZ\guf b ijyfuf dhgdmj_glhf “RTL KLUB”. “TV2” ljZgkebjm_l [hevrh_ dhebq_kl\h jZaghh[jZaguo l_e_ijh]jZff, \ hkgh\ghf f_klgh]h ijhba\h^kl\Z, ha^hjh\v_, iml_r_kl\byo, ikboheh]bb q_eh\_dZ. Ihfbfh wlbo ijh]jZff gZ l_e_dZgZe_ ijbkmlkl\mxl L<-rhm, l_e_k_jbZeu, gh\hklb, om^h`_kl\_ggu_ nbevfu. “M1” – \_g]_jkdbc l_e_dZgZe, hldju\rbcky 1 fZy 1957 ]h^Z, ijbgZ^e_`Zsbc dhfiZgbb Magyar Televízió. Hg y\ey_lky gZb[he__ ihimeyjguf gZpbhgZevguf l_e_dZgZehf \ <_g]jbb k ho\Zlhf 97% gZk_e_gby kljZgu. L_e_\babhggZy k_ldZ \_sZgby ij_^klZ\e_gZ jZaebqguf ih `Zgjm dhgl_glhf, lZd dZd “M1” jZkkqblZg gZ rbjhdmx Zm^blhjbx ajbl_e_c. < wnbj_ ljZgkebjmxlky gh\hklb, L<-rhm, bgnhjfZpbhggh-ihagZ\Zl_evgu_ b jZa\e_dZl_evgu_ ijh]jZffu. LZd`_ ijbkmlkl\mxl ^hdmf_glZevgu_ nbevfu b l_e_k_jbZeu. Ihwlhfm \u]h^g__ \k_]h hkgh\ghc mihj ijb j_deZfbjh\Zgbb [_ehjmkkdhc ijh^mdpbb \ wlhc kljZg_ ^_eZlv gZ l_e_\b^_gbb. LZdbf h[jZahf, gZ hkgh\Zgbb ij_^klZ\e_ggh]h ZgZebaZ fh`gh k^_eZlv ke_^mxsb_ \u\h^u. 71 72 GZlZevy >Zgbe_\bq I_jki_dlb\u j_deZfgh]h ijh^\b`_gby \h^u «Njhkl» gZ jughd Bg^bb Bg^by – \lhjZy ih qbke_gghklb gZk_e_gby kljZgZ \ fbj_ ihke_ DblZy. « 68 Frayer, D. @bl_eyf bg^bckdhc klhebpu g_ o\ZlZ_l iblv_\hc \h^u / D. Frayer // [We_dljhgguc j_kmjk]. – 2012. – URL: http://www.ridus.ru/news/39831 73 bg\_klbjh\ZeZ \ fh^_jgbaZpbx ijhba\h^kl\Z Br1,1 fej^. «;ueZ kfhglbjh\ZgZ b \\_^_gZ \ wdkiemZlZpbx gh\Zy, iylZy ih kq_lm ijhba\h^kl\_ggZy ebgby ih jhaeb\m fbg_jZevghc \h^u \ 1,5-ebljh\u_ [mluedb»69. GZebqb_ kh[kl\_gghc bkiulZl_evghc eZ[hjZlhjbb, ijbf_g_gb_ gh\uo l_ogheh]bc, \ukhdhdZq_kl\_ggh]h kujvy b fZl_jbZeh\ y\ey_lky ]eZ\guf mkeh\b_f \uimkdZ dhgdmj_glhkihkh[ghc ijh^mdpbb. “Njhkl” hlebqZ_l khklZ\, g_ bf_xsbc gbdZdbo ijhlb\hihdZaZgbc: gZljbc, dZebc, fZ]gbc, dZevpbc, oehjb^u, kmevnZlu, ]b^jhdZj[hgZlu. Wlh – deZkkbdZ `ZgjZ. < lh `_ \j_fy lZdZy p_e_[gZy \h^Z g_ hlebqZ_lky, dZd \ujZ`Z_lky kj_^gbc h[u\Zl_ev, “baebrg_c khe_ghklvx”. BaxfbgdZ fbg_jZevghc \h^u “Njhkl” – \ mf_j_gghc kl_i_gb fbg_jZebaZpbb. HgZ g_ kh^_j`bl lhdkbqguo ^ey hj]ZgbafZ q_eh\_dZ obfbq_kdbo \_s_kl\, [_ahiZkgZ \ wib^_fbheh]bq_kdhf b jZ^bheh]bq_kdhf hlghr_gbb, ih k\h_fm khklZ\m oZjZdl_jgZ ^ey Zjl_abZgkdbo \h^ ;j_klkdh]h Zjl_abZgkdh]h [Zkk_cgZ. WlZ \h^Z y\ey_lky ijh^mdlhf, dhlhjuc \hkklZgZ\eb\Z_l b ih^^_j`b\Z_l [ZeZgk fbg_jZeh\ \ hj]Zgbaf_ q_eh\_dZ b kihkh[kl\m_l h[s_fm ha^hjh\e_gbx, aZ qlh lZd b ex[bfZ \k_fb. «Djhf_ lh]h, hgZ y\ey_lky p_e_[ghc b ihdZaZgZ d ijbf_g_gbx ijb ojhgbq_kdbo ]ZkljblZo, ijb g_ hkeh`g_gguo ya\_gguo [he_agyo `_em^dZ b ^\_gZ^pZlbi_jklghc dbrdb, ijb ojhgbq_kdbo aZ[he_\Zgbyo i_q_gb b `_eq_\u\h^ysbo iml_c, ijb [he_agyo h[f_gZ \_s_kl\; ijb ojhgbq_kdbo aZ[he_\Zgbyo fhq_\u\h^ysbo iml_c b fhq_dZf_gghc [he_agb»70. Iblv_\Zy \h^Z “Njhkl” – kbghgbf dZq_kl\Z `bagb b hlebqgh]h kZfhqm\kl\by. HgZ h^bgZdh\h ih^oh^bl ^ey oheh^guo b ]hjyqbo 69 Ijhba\h^kl\h [We_dljhgguc j_kmjk]. – 2007. – URL: http://frost.by/about/production 70 =Zabjh\ZggZy fbg_jZevgZy \h^Z. [We_dljhgguc j_kmjk]. – 2007. – URL: http://frost.by/catalog/min-gaz 74 gZibldh\, ZlZd`_^eyijb]hlh\e_gbyibsb. Ij_bfms_kl\Z __ \ lhf, qlh hgZ h[eZ^Z_l fy]dbf b ijbylguf \dmkhf, g_ ih^\_j]Z_lky obfbq_kdhc hqbkld_. «Djhf_ lh]h, iblv_\Zy \h^Z “Njhkl” ^h[u\Z_lky ba kd\Z`bg, jZkiheh`_gguo \ f_kl_ aZe_]Zgby [ZaZevlh\uo ihjh^, y\eyxsboky kZfuf gZ^_`guf _kl_kl\_gguf nbevljhf, khojZgy_l ihe_agu_ k\hckl\Z b \dmkh\u_ dZq_kl\Z \h^u gZ^he]h, ^Z`_ ihke_ hldjulby [mluedb»71. Hkh[_gghklvx dZfiZgbb “Njhkl” y\ey_lky lZd`_ gZebqb_ iblv_\hc ch^hk_e_ghkh^_j`Zs_c \h^u b \h^u ^ey ^_l_c. Mqblu\Zy ijh[e_fu k gZebqb_f iblv_\hc b \hh[s_ ijb]h^ghc ^ey iblvy \h^u \ Bg^bb, ijh^mdpby [_ehjmkkdhc dhfiZgbb fh`_l klZlv “kiZkbl_evguf djm]hf” ^ey wlhc kljZgu. « 71 Iblv_\Zy g_]Zabjh\ZggZy [We_dljhgguc j_kmjk]. – 2007. – URL: http://frost.by/catalog/5mineralnaya-voda-frost/ 72 B\Zgh\, :. Bg^bckdZy [mlbebjh\ZggZy \h^Z hiZkgZ ^ey a^hjh\vy / :. B\Zgh\ // [We_dljhgguc j_kmjk]. – 2011. – URL: http://ledenev.tv/news/detail/230 75 p_e_khh[jZagh him[ebdh\Zlv wlb bkke_^h\Zgby \ kj_^kl\Zo fZkkh\hc bgnhjfZpbb, Z \ j_deZf_ ih^q_jdgmlv ijbjh^ghklv b gZlmjZevghklv fbg_jZevghc \h^u “Njhkl”. < j_deZfghc dZfiZgbb ^he`gu [ulv mql_gu p_e_[gu_ k\hckl\Z fbg_jZevghc \h^u. G_evay h[hclbkv b [_a mihjZ gZ ljZ^bpbb b gZpbhgZevguc dhehjbl Bg^bb: j_deZfZ [m^_l ]hjZa^h [he__ ^bgZfbqghc b e_]dhc ^ey \hkijbylby, _keb lZf [m^ml i_kgb b lZgpu. «J_deZfZ \ Bg^bb bf__l oZjZdl_jgmx hkh[_gghklv: \wlhckljZg_ jZkijhkljZg_gZ j_deZfZ, gZjbkh\ZggZy gZ kl_gZo, nZkZ^Zo ^hfhc, Z ihjhc jZkiheZ]Z_lky lZf, ]^_ __ kh\k_f g_ h`b^Z_rv m\b^_lv (gZijbf_j, ^hs_qdZ k eh]hlbihf dZfiZgbb gZ klhe[_ ih^ ^hjh`guf agZdhf)»73. LZdhc kihkh[ jZkijhkljZg_gby h[hc^_lky ]hjZa^h ^_r_\e_, ihwlhfm _]h lZd`_ gZ^h bkihevah\Zlv. Hq_gv wnn_dlb\gZ j_deZfZ b \ bg^bckdbo i_qZlguo kj_^kl\Zo fZkkh\hc bgnhjfZpbb. Gh \k_ `_ kZfhc ihimeyjghc j_deZfhc y\ey_lky l_e_\babhggZy, jhev dhlhjhc ihklhyggh jZkl_l. < wlhc k\yab p_e_khh[jZagh bkihevah\Zlv gZb[he__ ihimeyjgu_, fZkkh\u_ l_e_dZgZeu. «Eb^_ju ih ajbl_evkdhc Zm^blhjbb b j_deZfguf ^hoh^Zf – fZkkh\u_ jZa\e_dZl_evgu_ dZgZeu gZ obg^b (DD, StarPlus, Sony, Zee, Sahara)»74. Ijb\e_dZy 40% bg^bckdhc Zm^blhjbb, wlb dZgZeu Zddmfmebjmxl 52% ^hoh^h\ hl \k_c l_e_j_deZfu. FZkkh\u_ jZa\e_dZl_evgu_ dZgZeu gZb[he__ ^hjh]hklhysb \ ijhba\h^kl\_ b y\eyxlky ^ey l_e_dhfiZgbc ]eZ\guf ijh^mdlhf, dhlhjuc ^hihegy_lky iZd_lhf ^jm]bo ki_pbZebabjh\Zgguo dZgZeh\. >ey fZkkh\uo jZa\e_dZl_evguo dZgZeh\ oZjZdl_j_g klZ[bevgh \ukhdbc ihdZaZl_ev Zm^blhjbb, ihwlhfm hgb ijb\e_dZxl g_ijhihjpbhgZevgh \ukhdbc ijhp_gl h[t_fZ j_deZfu. 73 Ijh^\b`_gb_ dhfiZgbb gZ jugdZo DblZy b Bg^bb [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.geonetconsult.com/rus/marketing-i-reklama-v-kitae-i- indii.html 74 LdZq_\Z, G. <. Bg^by: f_^bZkbkl_fZ \ mkeh\byo eb[_jZebaZpbb wdhghfbdb / G. <. LdZq_\Z : ih^ j_^. ?.E. 77 78 ?e_gZ >h\gZj Fbgkdbc ljZdlhjguc aZ\h^ [ue hkgh\Zg 29 fZy 1946 ]h^Z. K_]h^gy ijhba\h^kl\h, gZ dhlhjhf jZ[hlZ_l [he__ 17 000 q_eh\_d, ij_\jZlbehkv \ h^gh]h ba djmig_crbo ijhba\h^bl_e_c k_evkdhohayckl\_gghc l_ogbdb g_ lhevdh \ kljZgZo Kh^jm`_kl\Z G_aZ\bkbfuo =hkm^Zjkl\, gh b \h \kzf fbj_. B agZf_gbluc lh\Zjguc agZd “;_eZjmk” ij_^klZ\ey_l ^ey gZk [hevrmx p_gghklv — g_ lhevdh dhff_jq_kdmx, gh b \ hij_^_ezgghc kl_i_gb iZljbhlbq_kdmx. D \uimkdm ba\_klguo \h \kzf fbj_ ljZdlhjh\ aZ\h^ r_e ihwlZigh. I_j\hc ijh^mdpb_c ij_^ijbylby klZe imkdh\hc ^\b]Zl_ev, Z ijhba\h^kl\h ljZdlhjh\ gZqbgZehkv k ]mk_gbqguo fZrbg. < 1953 ]h^m klZjlh\Zeh ijhba\h^kl\h ljZdlhjh\ gZ ig_\fZlbq_kdbo rbgZo, qlh b hij_^_ebeh ^Zevg_crmx ki_pbZebaZpbx ij_^ijbylby. Bm`_\ 1958 ]h^m Fbgkdbc ljZdlhjguc aZ\h^ \uimklbe 100-lukyqguc ljZdlhj. 25 bxey 1966 ]h^Z aZ ^hklb]gmlu_ mki_ob \ jZ[hl_, kha^Zgb_ gh\uo dhgkljmdpbc fZrbg b \g_^j_gb_ i_j_^h\hc l_ogheh]bb FLA [ue gZ]jZ`^_g hj^_ghf E_gbgZ. 22 yg\Zjy 1971 ]h^Z aZ [hevrb_ mki_ob \ \uimkd_ ljZdlhjh\, bkihevah\Zgbb ijhba\h^kl\_gguo fhsghkl_c b kha^Zgbb dhgkljmdpbc \ukhdhijhba\h^bl_evguo ljZdlhjh\ dhee_dlb\ aZ\h^Z [ue gZ]jZ`^_g hj^_ghf Hdly[jvkdhc J_\hexpbb. Fbeebhgguc ljZdlhj khrze k dhg\_c_jZ \ ghy[j_ 1972 ]h^Z. < 1995 ]h^m aZ kha^Zgb_ fZeh]Z[Zjblghc l_ogbdb ]jmii_ jZ[hlgbdh\ aZ\h^Z ijbkm`^_gZ =hkm^Zjkl\_ggZy ij_fby J_kim[ebdb ;_eZjmkv. GZ [Za_ \uimkdZ_fuo ljZdlhjh\ “;_eZjmk” bk bkihevah\Zgb_f bo maeh\ b Z]j_]Zlh\ aZ\h^ hj]Zgbah\Ze ijhba\h^kl\h 79 15 fh^_e_c lZd gZau\Z_fhc Zevl_jgZlb\ghc l_ogbdb: dhffmgZevguo, e_khjZajZ[Zlu\Zxsbo, ih]jmahqguo fZrbg, ljZgkihjlZ ^ey rZol. G_kfhljy gZ lh, qlh dhgtxgdlmjZ fbjh\h]h jugdZ \ 1998 – 1999 ]h^Zo oZjZdl_jbah\ZeZkv agZqbl_evguf kgb`_gb_f ijh^Z`, FLA khojZgbe k\hb ihabpbb kj_^b kZfuo djmiguo wdkihjl_jh\ ljZdlhjh\, dZd gZ jugdZo kljZg KG=, lZd b gZ djmig_crbo fbjh\uo jugdZo: \ 1999 ]h^m FLA ba]hlh\be 57,7% hl \k_o ljZdlhjh\, ijhba\_^_gguo \ kljZgZo KG=. Hk\Zb\Zy aZjm[_`gu_ jugdb, FLA i_j\uf kj_^b ijhba\h^bl_e_c ljZdlhjh\ \ KG= ijh\_e ihegmx k_jlbnbdZpbx \k_o \uimkdZ_fuo ljZdlhjh\ gZ khhl\_lkl\b_ klZg^ZjlZf ?\jhkhxaZ \ bgklblml_ Silsoe (<_ebdh[jblZgby). < gZqZe_ fZy 2000 ]h^Z ij_^ijbylb_ ihemqbeh k_jlbnbdZl khhl\_lkl\by kbkl_fu dZq_kl\Z ih ISO-9001 gZ ijh_dlbjh\Zgb_ b ijhba\h^kl\h ljZdlhjh\. :wlhagZqbl, qlh gZ Fbgkdhf ljZdlhjghf aZ\h^_ kha^ZgZ kbkl_fZ dZq_kl\Z, khhl\_lkl\mxsZy lj_[h\Zgbyf f_`^mgZjh^guo klZg^Zjlh\. Wlh ih^l\_j^beb b j_amevlZlu k_jlbnbdZpbhggh]h Zm^blZ, ijh\_^_ggh]h nbjfhc LXN-Lxjbg]by (=_jfZgby). < 2006 ]h^m FLA hlf_lbe k\hc 60-e_lgbc x[be_c. AZ hkh[u_ ^hklb`_gby \ ohayckl\_gghf jZa\blbb ij_^ijbylbx ijbkm`^_gh Ihq_lgh_ ]hkm^Zjkl\_ggh_ agZfy J_kim[ebdb ;_eZjmkv. 80 ij_^ijbylby \ VI F_`^mgZjh^ghc ki_pbZebabjh\Zgghc \uklZ\d_ k_evohal_ogbdb “:]jhL_d Jhkkby-2011”, dhlhjZy ijhreZ \ Fhkd\_ \ jZfdZo “Ahehlhc hk_gb”, \gh\v klZeZ gZ]jZ^Z \ukr_c ijh[u, ZlZd`_ ijba dj_klvygkdbo kbfiZlbc. K_]h^gy aZdZaqbdZf ij_^eZ]Zxlky k\ur_ klZ fh^_e_c ljZdlhjh\ [he__ q_f \ ^\moklZo k[hjhqguo \ZjbZglZo ^ey \k_o debfZlbq_kdbo b wdkiemZlZpbhgguo mkeh\bc. Gh\u_ fh^_eb h[eZ^Zxl rbjhdbfb \hafh`ghklyfb Z]j_]Zlbjh\Zgby k k_evohafZrbgZfb jZaebqguo ijhba\h^bl_e_c. GZ \k_ ijh^Z\Z_fu_ ljZdlhju ihemq_gu f_`^mgZjh^gu_ k_jlbnbdZlu, ih^l\_j`^Zxsb_ bo khhl\_lkl\b_ klZg^ZjlZf ?\jhkhxaZ b hfheh]Zpbhgguf bkiulZgbyf \ djmig_crbo bkiulZl_evguo p_gljZo aZiZ^guo kljZg. H:H “FLA” jZajZ[Zlu\Z_l, ba]hlZ\eb\Z_l b wdkihjlbjm_l dhe_kgu_ ljZdlhju b aZiZkgu_ qZklb d gbf, hj]Zgbam_l gZ ebp_gabhgghc hkgh\_ bo ijhba\h^kl\h aZ jm[_`hf, hdZau\Z_l mkem]b ih gZeZ`b\Zgbx b ijh\_^_gbx k_j\bkZ ihklZ\e_gguo fZrbg, ijh\h^bl h[mq_gb_ ih wdkiemZlZpbb b l_ogbq_kdhfm h[kem`b\Zgbx \uimkdZ_fhc l_ogbdb. < gZklhys__ \j_fy gZ aZ\h^_ kha^Zgu \k_ g_h[oh^bfu_ \kihfh]Zl_evgu_ p_ob, dhlhju_ h[kem`b\Zxl hkgh\gh_ ijhba\h^kl\h, Z lZd`_ j_fhglgu_ p_ob, aZgbfZxsb_ky ba]hlh\e_gb_f g_klZg^Zjlbabjh\Zggh]h h[hjm^h\Zgby b j_fhglhf hkgh\guo nhg^h\. F_lZeemj]bq_kdh_ ijhba\h^kl\h FLA jZkiheZ]Z_l djmiguf dhfie_dkhf kh\j_f_gguo f_oZgbabjh\Zgguo p_oh\, ]^_ ijhba\h^kl\h [Zabjm_lky gZ ^hklZlhqgh \ukhdhf l_ogbq_kdhf mjh\g_. DZ`^uc ba gbo fh`gh kjZ\gblv k hl^_evguf aZ\h^hf. Dhgdmj_glhkihkh[ghklv ijh^mdpbb H:H “FLA” ijh\_j_gZ kZfhc `bagvx b ^ebl_evguf ij_^klZ\bl_evkl\hf gZ jugdZo \ukhdhjZa\bluo kljZg. N_jf_jh\ \k_o kljZg ljZdlhju “;_eZjmk” ijb\e_dZxl, ij_`^_ \k_]h, k\h_c gZ^z`ghklvx \ wdkiemZlZpbb, ijhklhlhc \ mijZ\e_gbb, ^hklmighklvx \ l_ogbq_kdhf h[kem`b\Zgbb 81 b mf_j_ggufb p_gZfb. 1 Z\]mklZ 2014 ]h^Z \ =hkm^Zjkl\_gghf j__klj_ ohe^bg]h\ ih^ 82 aZj_]bkljbjh\Zg “FLA-OHE>BG=”. Qlh dZkZ_lky Gb]_jbb, lh hkgh\guf bklhqgbdhf kms_kl\h\Zgby ^ey [hevrbgkl\Z gb]_jbcp_\ ijh^he`Z_l hklZ\Zlvky k_evkdh_ ohayckl\h. < g_f aZgylh hdheh 70% wdhghfbq_kdb Zdlb\gh]h gZk_e_gby. < kljZg_ ij_h[eZ^Zxl f_edb_ dj_klvygkdb_ ohayckl\Z. Rbjhdh jZkijhkljZg_gh h[sbggh_ a_fe_\eZ^_gb_, gZ k_\_j_ kljZgu _s_ ijhy\eyxlky n_h^Zevgu_ i_j_`bldb. < jZchgZo \ha^_eu\Zgby wdkihjlguo dmevlmj jZa\b\Zxlky lh\Zjgh-^_g_`gu_ hlghr_gby, ijhbkoh^bl jZkkeh_gb_ dj_klvygkl\Z. LZd, \ jZchgZo ijhba\h^kl\Z dZdZh [he__ iheh\bgu dj_klvygkdbo ohayckl\ \eZ^_xl mqZkldZfb f_g__ 1 ]_dlZjZ b aZgbfZxl ebrv qZklv h[s_c iehsZ^b ih^ wlhc dmevlmjhc. < lh `_ \j_fy \u^_ey_lky ijhkehcdZ djmiguo a_fe_\eZ^_evp_\. Gb]_jby h[eZ^Z_l agZqbl_evguf a_f_evguf nhg^hf, gh hg bkihevam_lky ^Ze_dh g_ iheghklvx. KeZ[__ \k_]h bkihevamxlky a_feb \ k_\_jguo jZchgZo kljZgu, ohly lZf _klv hl^_evgu_ hqZ]b bgl_gkb\gh]h a_fe_^_eby. >ey ihemq_gby mklhcqb\uo mjh`Z_\ a^_kv g_h[oh^bfh bkdmkkl\_ggh_ hjhr_gb_, dhlhjh_ iha\hebeh [u hk\hblv khlgb lukyq ]_dlZjh\ gh\uo a_f_ev. IehsZ^v hjhrZ_fuo a_f_ev ihdZ g_\_ebdZ. H[jZ[Zlu\Zxlky f_g__ lj_lb wlbo a_f_ev. Ijbjh^gu_ mkeh\by iha\heyxl \ha^_eu\Zlv \ Gb]_jbb ihqlb \k_ dmevlmju, jZkijhkljZg_ggu_ \ AZiZ^ghc :njbd_. 82 Dj_klvyg_ Gb]_jbb \_^ml a_fe_^_evq_kdb_ jZ[hlu djm]euc ]h^. < dZ`^hf jZchg_ kljZgu kms_kl\m_l k\h_ ljZ^bpbhggh_ q_j_^h\Zgb_ b khq_lZgb_ dmevlmj. 83 iehsZ^b b jZaghh[jZab_ ba]hlZ\eb\Z_fuo ijh^mdlh\ ^Zeb \hafh`ghklv klZlv \hklj_[h\Zgguf ljZdlhjm «;_eZjmk» \wlhc jZa\b\Zxs_cky kljZg_, ]^_ kijhk gZ k_evkdhohayckl\_ggmx ijh^mdpbx [m^_l lhevdh jZklb b [_ehjmkkdZy klhjhgZ fh`_l h[_ki_qblv k_[_ gZ^_`gh]h iZjlg_jZ gZ ^he]b_ ]h^u \i_j_^. KZfh[ulgZy bklhjby :njbdb gZkulbeZ dhglbg_gl fgh`_kl\hf ljZ^bpbc, dhlhju_ Zdlb\gh bkihevamxlky \ f_klghc j_deZfghc bg^mkljbb. :njbdZgpu \gbfZl_evgh hojZgyxl k\hx dmevlmjm, bf_ggh ihwlhfm j_deZfZ m gbo g_ lZdZy, dZd \ ;_eZjmkb. ?keb ]h\hjblv h[ hkh[_gghklyo kha^Zgby j_deZfgh]h dhgl_glZ, lh a^_kv \k_ ijhs_. :njbdZ \ [md\Zevghf kfuke_ “jbkm_l” j_deZfm: ih^ g__ Zj_g^m_lky g_ ijhklh dmkhq_d kl_gu, Z bgh]^Z ^Z`_ p_eh_ a^Zgb_, dhlhjh_ \ihke_^kl\bb jZajbkh\u\Z_lky \jmqgmx. «LZdbf a^Zgb_f fh`_l [ulv g_ lhevdh h[s_kl\_ggh_ f_klh, gh b [hevrhc `behc ^hf. >Zgguc \b^ j_deZfu hkh[_ggh oZjZdl_j_g ^ey fZe_gvdbo ]hjh^h\»75. >ey ijh^\b`_gby ijh^mdpbb gZ gb]_jbckdbc jughd g_h[oh^bfh bkihevah\Zlv jZaebqgu_ \b^u j_deZfu. Hkgh\ghc ijh[e_fhc ^ey wlhc kljZgu y\ey_lky lh, qlh hgZ \oh^bl \ kibkhd kljZg lj_lv_]h fbjZ b ihwlhfm \ g_c keZ[h jZa\blZ j_deZfZ q_j_a L< b ijZdlbq_kdb g_l bgl_jg_lZ, dhlhju_ y\eyxlky i_j\ufb jZkijhkljZgbl_eyfb j_deZfu. < k\yab k wlbf p_e_khh[jZagh kha^Z\Zlv j_deZfgu_ jhebdb ^ey L<, Z lZd`_ ijh^\b]Zlv j_deZfm gZ [b][hj^Zo. Bkoh^y ba \k_]h \ur_kdZaZggh]h, fh`gh k^_eZlv jy^ \u\h^h\. 75 J_deZfgh-f_^bcgZy ih^^_j`dZ [_ehjmkkdh]h wdkihjlZ: khklhygb_, ijh[e_fu, i_jki_dlb\u : fZl_jbZeu DZn_^jZevghc klm^_gq_kdhc gZmq.-ijZdl. dhgn., Fbgkd, 29 n_\jZey 2012 ]. / khkl. ;.E. AZe_kkdbc. – Fbgkd : ;=M, 2012. – K. 38–39. 84 ijh^mdpbb. <-lj_lvbo, h^bg ba gZb[he__ jZkijhkljZg_gguo \b^h\ ijhba\h^kl\Z – wlh k_evkdh]h ohayckl\h, ke_^h\Zl_evgh, ^ey kljZgu [m^_l g_h[oh^bfZ fZkkh\Zy aZdmidZ ljZdlhjh\. 85 86 ?e_gZ >h\gZj NhjfmeZ j_deZfgh]h ijh^\b`_gby h^_`^u «Mark Formelle» gZ jughd Jhkkbb M`_ [he__ 20 e_l dhfiZgby “Mark Formelle” ijhba\h^bl \_sb, dhlhjufb ex^b ihevamxlky dZ`^uc ^_gv. Ijhklu_ \_sb, dhlhju_ ghkyl \k_, Zg_lhevdh “lhi-fh^_eb”, ex^b k b^_Zevgufb nb]mjZfb b lheklufb dhr_evdZfb. AZ[Z\gu_ ib`Zfu, baysgu_ ljmkbdb b dhfnhjlgu_ dhfie_dlu – dZ`^uc fh`_l gZclb ^ey k_[y qlh-lh ih ^mr_ b \ k\h_f klbe_. Wlm h^_`^m ghkyl kh\_jr_ggh jZagu_ b h[udgh\_ggu_ ex^b, dhlhju_ ohlyl \u]ey^_lv kh\j_f_ggh b _kl_kl\_ggh. Kh\j_f_gguc q_eh\_d `b\_l \ klj_fbl_evghf jblf_, hg ]hlh\ wdki_jbf_glbjh\Zlv, f_gy_lky kZf b f_gy_l h[jZau dZ`^uc ^_gv. G_baf_gguf hklZ_lky lhevdh `_eZgb_ [ulv m\_j_gguf \ k_[_. Hkgh\gh_ hlebqb_ ijh^mdpbb “Mark Formelle” khklhbl \ lhf, qlh wlhl ijh^mdl g_ lhevdh hl^_evgh ^ey `_gsbg, fm`qbg beb ^_l_c, Z ho\Zlu\Z_l iheghklvx \k_o. Gh \k_ `_ «hkgh\gZy qZklv \uimkdZ_fhc ijh^mdpbb – wlh ijh^mdpby, ij_^gZagZq_ggZy ^ey `_gsbg, dhlhjZy aZgbfZ_l 49%. Fm`kdZy ijh^mdpby – 30%, Z ^_lkdZy, ^ey ^_\hq_d b fZevqbdh\, – 13% b 8% khhl\_lkl\_ggh»76. H[t_f \uimkdZ_fhc ijh^mdpbb k dZ`^uf ]h^hf m\_ebqb\Z_lky. < 2009 ]h^m hg khklZ\eye 1991 lukyq. rlmd, Z d dhgpm 2014 ]h^Z khklZ\be hdheh 5109 lukyq rlmd, lh _klv aZ ihke_^gb_ iylv e_l h[sbc h[t_f ijh^mdpbb m\_ebqbeky [he__ q_f \ ^\Z jZaZ. Wlh hagZqZ_l, qlh kijhk gZ ijh^mdpbx k dZ`^uf ]h^hf jZkl_l. :, dZd ba\_klgh, kijhk jh`^Z_l ij_^eh`_gb_. Bf_ggh ihwlhfm “Mark Formelle” _`_g_^_evgh h[gh\ey_l k\hb dhee_dpbb b \uimkdZ_l [he__ 120 gh\uo dZikmevguo dhee_dpbc \ ]h^. LZdhc `_ klj_fbl_evguc l_fi jZa\blby ieZgbjm_lky 76 H dhfiZgbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://markformelle.by 87 b \ ^Zevg_cr_f, qlh ^Zkl gh\u_ \hafh`ghklb ^ey ^Zevg_crbo i_jki_dlb\. DhfiZgby ihklhyggh bs_l iZjlg_jh\ b gh\u_ jugdb ^ey jZa\blby \ ^jm]bo kljZgZo. GZ k_]h^gyrgbc ^_gv hgZ m`_ hldjueZ ^ey k_[y lZdb_ kljZgu, dZd MdjZbgZ, DZaZoklZg. >Zevg_cr__ jZa\blb_ gZijZ\e_gh gZ jhkkbckdbc jughd. I_j\hgZqZevgh p_e_khh[jZagh ieZgbjh\Zlv ihklZ\dm lm^Z lhevdh gb`g_]h [_evy ^ey `_gsbg, lZd dZd wlh hkgh\gZy ijh^mdpby dhfiZgbb “Mark Formelle”, dhlhjZy aZgbfZ_l 42%. K_cqZk jhkkbckdbc jughd `_gkdh]h [_evy i_j_gZkus_g: lhevdh ba\_klguo [_ev_\uo [j_g^h\ gZkqblu\Z_lky g_kdhevdh khl_g. IulZykv m^h\e_l\hjblv ihlj_[ghklb ihdmiZl_e_c, mqZklgbdb \ugm`^_gu ihklhyggh ij_^eZ]Zlv ihlj_[bl_ex qlh-lh gh\h_. Dhebq_kl\h fZjhd, ij_^klZ\e_gguo gZ jhkkbckdhf jugd_, dZ`^uc ]h^ m\_ebqb\Z_lky \ g_kdhevdh jZa. Ihfbfh ba\_klguo kljZg-ihklZ\sbdh\ weblgh]h gb`g_]h [_evy – BlZeby (Idea Stella, La Perla), NjZgpby (Lady de Paris, Christian Lacroix), =_jfZgby (NINA VON, Felina,), BkiZgby (OtHaik 'a, PRINCESA) bKR: (Playtex, Wonderbra), – gZ jhkkbckdbc jughd \uoh^yl ijhba\h^bl_eb fZjhd kj_^g_p_gh\hc dZl_]hjbb ba >Zgbb (ARDI), Ihevrb (Key), Q_obb (Pelican), EZl\bb (Lauma, Roksa,), K_j[bb b Q_jgh]hjbb (Vis-a-Vis). Gh gbrZ g_^hjh]h]h gb`g_]h [_evy gZ k_]h^gyrgbc ^_gv g_ jZajZ[hlZgZ. ?_ nhjfbjm_l, ]eZ\guf h[jZahf, “[_aufyggh_” [_ev_ ba kljZg :abb. Ijh^mdpby ba DblZy b Dhj_b aZgbfZ_l 95% h[s_]h h[t_fZ k_]f_glZ jugdZ g_^hjh]h [_evy. HklZevgu_ 5% ijboh^ylky gZ jhkkbckdbo b [_ehjmkkdbo ijhba\h^bl_e_c (“Q_j_fmrdb”, “DjZkgZy aZjy”, “FbeZ\bpZ”)77. Hkgh\gufb b]jhdZfb ^bkljb[mpbb gZ jhkkbckdhf jugd_ fh`gh ijbagZlv r_klv dhfiZgbc. Bo mkeh\gh fh`gh khhlg_klb k lj_fy p_gh\ufb k_]f_glZfb. Ohe^bg] “>bdZy Hjob^_y” khklhbl ba ^\mo 77 QmjdbgZ, H. Jughd [_evy \ pbnjZo / H. QmjdbgZ [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.openbusiness.ru/html/bel1.htm 88 hkgh\guo jhagbqguo k_l_c — g_ihkj_^kl\_ggh “>bdZy hjob^_y” b “;xklv_”, Z lZd`_ hilh\hc dhfiZgbb “Djm`_\ghc [ZaZj” bklhdh\hc dhfiZgbb “;_ev_\hc [ZaZj”. >Zgguc ohe^bg] \dexqZ_l \ k_[y hdheh 80 fZjhd gb`g_]h [_evy, ijb wlhf 95% ba gbo gZoh^blky \ wdkdexab\ghf ihevah\Zgbb. KZfZ dhfiZgby k\hx ^hex gZ jugd_ hp_gb\Z_l \ 65–70%. Kj_^gyy p_gZ aZ dhfie_dl (Zih^Zgguf Z]_glkl\Z Symbol-Marketing, hdheh 70% ihdmiZl_evgbp hklZgZ\eb\Zxl k\hc \u[hj gZ ihdmid_ bf_ggh dhfie_dlZ [_evy, hklZ\rb_ky 30% ihdmiZxl ij_^f_lu gb`g_]h lmZe_lZ ih hl^_evghklb) khklZ\ey_l hdheh $300–350. DhfiZgby “Wkl_ev :^hgb”: dhfie_dl gb`g_]h [_evy klhbl ijb[ebabl_evgh $150–200, \oh^bl \ dhfiZgbx “DZl_jbgZ”, dhlhjZy \ k\hx hq_j_^v jZa\b\Z_l _s_ ljb k_lb: “Fh^gh_ [_ev_”, “:g`_ebdZ” b “AhehlZy klj_dhaZ”. DhfiZgby “E_^b\Z JhkkZ” (jZg__ “ 89 GZb[he__ Zdlb\gufb ihdmiZl_eyfb gb`g_]h [_evy y\eyxlky fheh^u_ `_gsbgu \ 25–34 e_l. Bo ^hey jZkoh^h\ gZ gb`g__ [_ev_ khklZ\ey_l ijb[ebabl_evgh 14,5 % hl h[s_]h h[t_fZ \k_o jZkoh^h\ gZ h^_`^m. Hkgh\gufb nZdlhjZfb, \ebyxsbfb gZ ihdmidm h^_`^u, y\eyxlky dZq_kl\h b p_gZ, b gb`g__ [_ev_ g_ bkdexq_gb_. AgZqbfhklv dZq_kl\Z b p_gu aZ\bkbl hl wdhghfbq_kdbo \hafh`ghkl_c ihdmiZl_e_c. LZd, \ gbadh^hoh^guo ]jmiiZo p_gZ \Z`g__, q_f dZq_kl\h ^ey ihqlb 70% ihdmiZl_e_c; \ kj_^g_^hoh^guo ]jmiiZo dhebq_kl\h ex^_c, hjb_glbjh\Zgguo gZ dZq_kl\h, jZ\gh dhebq_kl\m ex^_c, haZ[hq_gguo p_ghc; \ \ukhdh^hoh^guo ]jmiiZo dZq_kl\h ij_h[eZ^Z_l gZ^ p_ghc. Ih fg_gbx khpbheh]h\, dhebq_kl\h ex^_c k ohjhrbf fZl_jbZevguf iheh`_gb_f \ Jhkkbb khklZ\ey_l 5% hl \k_]h gZk_e_gby kljZgu, kg_\ukhdbf – 75%, ba gbo 20% hlghkylky d [_^guf, 55% – dfZehbfmsbf. LZdbf h[jZahf, ex^_c, ^ey dhlhjuo p_gZ \Z`g__ dZq_kl\Z, \ Jhkkbb ijb[ebabl_evgh 109 feg q_eh\_d (75%). >ZggZy ]jmiiZ g_ fh`_l iha\heblv k_[_ ihdmiZlv ^hjh]h_ gb`g__ [_ev_, kj_^gyy klhbfhklv dhlhjh]h \Zjvbjm_lky \ ij_^_eZo hl $100 ^h $500. < lh `_ \j_fy ijZdlbq_kdb \k_ fZ]Zabgu hjb_glbjh\Zgu gZ ijh^Z`b gb`g_]h [_evy \ukhdhp_gh\hc ($100–500) b kj_^g_p_gh\hc ($50–100) dZl_]hjbc. ;_ehjmkkdZy dhfiZgby fh`_l ij_^eh`blv Zevl_jgZlb\guc \ZjbZgl. K mq_lhf \k_o \ur_i_j_qbke_gguo nZdlhjh\ \Z`gh kha^Zlv \ukhdhdZq_kl\_ggh_ gb`g__ [_ev_, gh k ^h\hevgh gbadbfb p_gZfb, qlh[u ^ZggZy ijh^mdpby [ueZ h[s_^hklmighc. ;eZ]h^Zjy lZdhc kljZl_]bb, ijh^mdpby “Mark Formelle” y\ey_lky h^ghc ba kZfuo \hklj_[h\Zgguo b [ukljhjZa\b\Z_s_cky dhfiZgb_c \ ;_eZjmkb. GZ k_]h^gyrgbc ^_gv gZ jugd_ gb`g_]h [_evy Jhkkbb fh`gh aZf_lblv ^\_ hlghkbl_evgh imklmxsb_ gbrb. 90 [u ihlj_[bl_eb fh]eb ijbh[j_klb g_h[oh^bfu_ lh\Zju ^ey \k_o qe_gh\ k_fvb. 78 F_^bZj_deZfguc jughd Jhkkbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.slideshare.net/Vi_presentations/ss-55304435 91 ^hklmigZ hkgh\gZy p_e_\Zy Zm^blhjby. Ijbq_f, jZkijhklZg_gb_ q_j_a bgl_jg_l y\ey_lky kZfuf wdhghfbqgh \u]h^guf b ^_ckl\_gguf kj_^kl\hf. Ih^\h^y blh], hlf_lbf ke_^mxsb_ \u\h^u. 92 :e_dkZg^jZ ?]mgz\Z :dlmZevgu_ \hijhku j_deZfgh]h ijh^\b`_gby \Zn_evguo [Zlhgqbdh\ «Vitba.by» gZ jughd Ihevrb Dhg^bl_jkdbc dhf[bgZl “ 93 ljb ebgbb: ih ijhba\h^kl\m a_jgh\uo, ih^mr_q_d b ^jZ`bjh\Zgghc ijh^mdpbb. GZ ebgbb ih \uimkdm a_jgh\uo ih wdkljmabhgghc l_ogheh]bb ijhba\h^ylky: dmdmjmagu_ oehivy, jbkh\u_ b dmdmjmagu_ rZjbdb, dhe_qdb b a\_a^hqdb ba kf_kb a_jgh\uo. GZ ebgbb ih \uimkdm ih^mr_q_d \uimkdZxlky ih^mr_qdb k jZaebqghc gZqbgdhc, gZ ebgbb ^jZ`bjh\db – ^jZ`bjh\ZggZy ijh^mdpby, bf_xsZy hkgh\m wdkljmabhggh]h ijh^mdlZ (jbkh\u_ rZjbdb), gZ dhlhjmx f_lh^hf gZdZlu\Zgby gZghkblky ]eZabjh\dZ. Hkh[_gghklv wdkljmabhgghc l_ogheh]bb, e_`Zs_c \ hkgh\_ ijhba\h^kl\Z kmobo aZ\ljZdh\ “ 94 \Zn_evguo ebklh\, hij_^_eyxsbo hkh[_ggmx g_`ghklv wlh]h ijh^mdlZ. 95 Qlh dZkZ_lky ihevkdh]h jugdZ, lh h[sb_ iheh`_gby ih ^hklmim gZ g_]h kh^_j`Zlky \ AZdhg_ h k\h[h^_ ohayckl\_gghc ^_yl_evghklb hl 2 bxey 2004 ]h^Z, dhlhjuc mklZgZ\eb\Z_l, qlh ij_^ijbgbfZl_evkdZy ^_yl_evghklv gbq_f g_ h]jZgbq_gZ. H^gZdh ihevkdh_ aZdhgh^Zl_evkl\h ij_^mkfZljb\Z_l g_dhlhju_ bkdexq_gby ba h[s_]h ijZ\beZ. Wlh hagZqZ_l, qlh \_^_gb_ g_dhlhjuo \b^h\ ij_^ijbgbfZl_evkdhc ^_yl_evghklb lj_[mxl ki_pbZevgh]h jZaj_r_gby ihevkdbo hj]Zgh\ \eZklb beb j_]bkljZpbb. 79 IhevrZ. IjZdlbq_kdb_ ijhp_^mju ^hklmiZ gZ jughd [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.ved.gov.ru/exportcountries/pl/pl_market/pl_pract_access/ 96 Djhf_ lh]h, [xjh ij_^klZ\bl_e_c g_ fh]ml hkms_kl\eylv gbdZdhc wdhghfbq_kdhc ^_yl_evghklb \ Ihevr_, bo mkbeby k\h^ylky bkdexqbl_evgh d f_jhijbylbyf ih j_deZf_ b ijh^\b`_gbx bghkljZggh]h bg\_klhjZ \ Ihevr_. Ij_^klZ\bl_evkl\h fh`_l aZgbfZlvky bkdexqbl_evgh j_deZfghc beb fZjd_lbg]h\hc ^_yl_evghklvx gZ ihevam fZl_jbgkdhc dhfiZgbb. LZdbf h[jZahf, emqr_c nhjfhc hj]ZgbaZpbb ^_yl_evghklb gZ l_jjblhjbb Ihevrb [m^_l kha^Zgb_ ^hq_jg_]h ij_^ijbylby beb ij_^klZ\bl_evkl\Z. Klhbl lZd`_ hlf_lblv, qlh «\ 2015 ]h^m jughd ijh^mdlh\uo lh\Zjh\ \ Ihevr_ [m^_l klhblv ihqlb 243 fej^ aehluo, lh _klv — 57 fej^ _\jh. Wlh hagZqZ_l, ih kjZ\g_gbx k ij_^u^msbf ]h^hf, jhkl gZ 2,1%»80. Bgufb keh\Zfb, ijh^mdlh\uc jughd Ihevrb oZjZdl_jbam_lky \ukhdhc dhgdmj_gpb_c. Jy^hf k ]eZ\gufb aZjm[_`gufb lhj]h\ufb k_lyfb a^_kv ^_ckl\m_l hq_gv fgh]h ihevkdbo k_l_c fZeuo fZ]Zabgh\ b kmi_jfZjd_lh\. >ey i_j\hgZqZevgh]h \uoh^Z [_ehjmkkdhc dhfiZgbb gZ ihevkdbc jughd p_e_khh[jZagh bkihevah\Zlv \Zn_evguc [Zlhgqbd “Vitba.by”, lZd dZd hg y\ey_lky ^hklZlhqgh ihimeyjguf gZ [_ehjmkkdhf jugd_, bf__l \ukhdh_ dZq_kl\h bkiheg_gby, ijb_fe_fuc \g_rgbc \b^, gZa\Zgb_ gZ eZlbgbp_, hlghkbl_evgmx e_]dhklv ljZgkihjlbjh\db. P_evx _]h j_deZfghc dhfiZgbb \ Ihevr_ ^he`gh klZlv ih\ur_gb_ magZ\Z_fhklb [j_g^Z gZ ihevkdhf jugd_. I_j\bqghc p_e_\hc Zm^blhjb_c fh`_l [ulv \u[jZgZ Zdlb\gZy fheh^_`v, m dhlhjhc g_l \j_f_gb gZ iheghp_gguc ijb_f ibsb, gh dhlhjZy ex[bl keZ^hklb, ij_^ihqblZ_l iblv qZc beb dhn_ k q_f-gb[m^v. 80 Jughd ijh^mdlh\uo lh\Zjh\ \ Ihevr_ [We_dljhgguc j_kmjk]. – 2015. – URL: http://ualife.net/business/rynok-produktovyx-tovarov-v-polshe-budet-stoit-57-mlrd- evro/14696/ 97 Ihabpbhgbjh\Zlv ijh^mdl g_h[oh^bfh dZd rhdheZ^guc \Zn_evguc [Zlhgqbd, \uiheg_gguc ba gZlmjZevguo ijh^mdlh\, dhlhjuc ihfh`_l ba[Z\blvky hl e_]dh]h ]heh^Z. Dhgdmj_glZfb [_ehjmkkdh]h [ZlhgqbdZ gZ ihevkdhf jugd_ y\eyxlky, ij_`^_ \k_]h, Twix, Mars, Snickers, KitKat. Hkh[_gghklb jZa\blby lh\Zjguo dZl_]hjbc ijhy\eyxlky, kj_^b ijhq_]h, b \ aZ\bkbfhklb hl kl_i_gb jZa\blhklb ihlj_[bl_evkdbo b j_deZfguo jugdh\ hl^_evguo kljZg. 81 AZjm[_`gu_ jugdb l_e_\babhgghc j_deZfu: kjZ\gbl_evgh_ bkke_^h\Zgb_ [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.vi- minsk.com/upload/medialibrary/77c/77c96e9c705defc002eacf5835a009fc.pdf 98 \hafh`ghklv aZbgl_j_kh\Zlv ihdmiZl_ey ^h dhglZdlZ k ijh^Z\phf; \hafh`ghklv ihdZaZlv k_[y dj_Zlb\guf [j_g^hf. FbgmkZfb ^Zgghc j_deZfu y\eyxlky: g_[hevrhc ijhp_gl dhg\_jkbb bgl_jg_l-j_deZfu; [hevrh_ dhebq_kl\h ih[hqghc p_e_\hc Zm^blhjbb gZjm`ghc j_deZfu bj_deZfugZL<; ex^b iehoh klZeb hlau\Zlvky h klZg^Zjlghc j_deZf_. LZd`_ \u\h^blv ijh^mdl gZ ihevkdbc jughd g_h[oh^bfh q_j_a kha^Zgb_ b ijh^\b`_gb_ ]jmii \ khpbZevguo k_lyo – Facebook, Naszaklasa (ZgZeh] H^ghdeZkkgbdh\), Instagram, ^_]mklZpbx ijh^mdpbb gZ djmiguo lhj]h\uo iehsZ^dZo, \ f_klZo kdhie_gby p_e_\hc Zm^blhjbb – rdheZo, mgb\_jkbl_lZo. ;he__ ih^jh[guc ieZg j_deZfghc dZfiZgbb – dhfi_l_gpby ihevkdbo j_deZfguo Z]_glkl\, d mkem]Zf dhlhjuo fh]eh [u h[jZlblvky DMI “ 99 100 DZjbgZ @b]ZjbgZ Hkh[_gghklb j_deZfgh]h ijh^\b`_gby ijh^mdpbb «Dhgl_ KiZ» gZ jughd NjZgpbb Conte – ijhba\h^bl_ev qmehqgh-ghkhqghc ijh^mdpbb ba ;_eZjmkb. < khklZ\ dhfiZgbb \oh^yl lZdb_ [j_g^u, dZd Diwari (ijhba\h^bl_ev fm`kdbo ghkdh\), Esli (`_gkdZy ljbdhlZ`gZy h^_`^Z), Conte-kids (^_lkdb_ ghkdb b dhe]hldb). «DhfiZgby “Dhgl_ KiZ” (Conte Spa) ihy\beZkv \ 1997 ]h^m \ ]hjh^_ =jh^gh (;_eZjmkv) – \lh \j_fy, dh]^Z _s_ fheh^hc, jZa\b\Zxsbcky jughd gm`^Zeky \ b^_yo b kbevguo b]jhdZo. < i_j_\h^_ k njZgpmakdh]h Conte hagZqZ_l “kdZadZ- [uev”. M bklhdh\ dhfiZgbb klhyeZ k_fvy ;Zcdh, ZlZd`_JbqZj^ R_j_ev – b^_y wlbo g_kdhevdbo wglmabZklh\ [he__ q_f aZ 15 e_l ij_\jZlbeZkv \ djmigh_ ij_^ijbylb_»82. K fhf_glZ k\h_]h hkgh\Zgby b ^h k_]h^gyrg_]h \j_f_gb KHHH “Dhgl_ KiZ” ki_pbZebabjm_lky gZ ijhba\h^kl\_ qmehqgh-ghkhqghc ijh^mdpbb b ljbdhlZ`Z ^ey `_gsbg, fm`qbg b ^_l_c. BagZqZevgh dhfiZgby Conte ihklZ\beZ k_[_ p_ev – ijhba\h^kl\h bkdexqbl_evgh dZq_kl\_gghc ijh^mdpbb, qlh m gbo, [_a khfg_gbc, b ihemqbehkv. Dhe]hldb, qmedb b ghkdb lhj]h\hc fZjdb Conte \uimkdZxlky gZ \ukhdhl_ogheh]bqghf h[hjm^h\Zgbb, dhlhjh_ jZajZ[hlZgh ih lbiZ`m blZevygkdhc l_ogbdb, ijhba\h^ys_c lhl `_ lh\Zj. Kujv_ ^ey \uimkdZ dhe]hlhd dhfiZgby Conte aZdZau\Z_l m ijh\h^guo _\jhi_ckdbo ijhba\h^bl_e_c gbl_c. >h[b\rbkv \ukhdh]h mjh\gy dZq_kl\Z, dhfiZgby g_ hklZgZ\eb\Z_lky gZ ^hklb]gmlhf, Zkkhjlbf_gl b jZaghh[jZab_ fh^_e_c ihklhyggh jZkrbjy_lky b kh\_jr_gkl\m_lky. K 2001 ]h^Z dhfiZgby khkj_^hlhqbeZ ^_yl_evghklv gZ kh[kl\_gghf [j_g^_ Conte elegant, jZa\b\Zy ^baZcg_jkdb_ ebg_cdb b kh\_jr_gkl\my l_ogheh]bb ijhba\h^kl\Z. “Dhgl_ KiZ” ih-_\jhi_ckdb 82 H dhfiZgbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://conte.by/ru/about 101 Zdlb\gh b hkfuke_ggh ihdhjy_l ijhkljZgkl\h, ijbf_gyy kh\j_f_ggu_ bgl_ee_dlmZevgu_ b l_ogbq_kdb_ bgkljmf_glu k mq_lhf w\hexpbb jugdZ b ikboheh]bb ihlj_[bl_ey. Gh, g_kfhljy gZ \ukhqZcr__ dZq_kl\h, dhlhjh_ hq_gv lsZl_evgh dhgljhebjm_lky gZ \k_o wlZiZo ijhba\h^kl\Z, p_gu gZ [j_g^ Conte \_kvfZ mf_j_ggu_, wlh ^hklb]Z_lky [eZ]h^Zjy lhfm, qlh kZfZ nZ[jbdZ gZoh^blky \ ;_eZjmkb. ;he__ 10 e_l gZaZ^ \f_kl_ k [j_g^hf ihy\beky b kh\_jr_gguc h[jZa deb_gldb Conte elegant: “@_gsbgZ, g_jZ\gh^mrgZy d `bagb”. Ihabpby hq_gv [ebadZy \k_f kh\j_f_gguf ij_^klZ\bl_evgbpZf ij_djZkgh]h iheZ: kZfh^hklZlhqgZy, khpbZevgh Zdlb\gZy b lj_[h\Zl_evgZy. HgZ gZmqbeZkv hlebqZlv dZq_kl\h, agZ_l _fm p_gm, ex[bl dhfnhjl b g_ kh]eZkgZ gZ dhfijhfbkku. Bf_ggh hgZ klZeZ b^_heh]hf ijhbkoh`^_gby gZa\Zgby hkgh\gh]h b kZfh]h agZf_gblh]h [j_g^Z dhfiZgbb – Conte elegant. Kha^Zl_eb [j_g^Z lhqgh ih^f_lbeb ljZgknhjfZpbb `_gsbgu \ gZqZe_ XXI \_dZ: ih-njZgpmakdb mlhgq_ggZy, gh k yjdbf l_fi_jZf_glhf, hgZ kZfZ ibkZeZ k\hx «Le conte élégant», we_]Zglgmx kdZadm, m\_j_ggh aZgbfZy dexq_\u_ ihabpbb \ kh[kl\_gghc `bagb b \ h[s_kl\_. >ey ^_l_c [j_g^ Conte jZajZ[hlZe ki_pbZevgmx ebgbx dhe]hlhd bghkdh\ Conte-kids. Fm`qbg lh`_ g_ h[^_ebeb \gbfZgb_f: hl^_evgZy lhj]h\Zy fZjdZ Diwari [ueZ kha^ZgZ ki_pbZevgh ^ey kbevgh]h iheZ, a^_kv fh`gh gZclb fm`kdb_ oehidh\u_ ghkdb \ukhqZcr_]h dZq_kl\Z b ex[h]h p\_lZ. DhfiZgby Conte ijhba\h^bl ba^_eby jZaguo jZaf_jh\ b p\_lh\ [he__ q_luj_o lukyq gZbf_gh\Zgbc. LZdbf h[jZahf, dhfiZgbx Conte fh`gh ih ijZ\m h[hagZqblv ihgylb_f “qmehqgh-ghkhqgZy ijh^mdpby ^ey \k_c k_fvb”. 102 ([he__ 40 lhj]h\uo ij_^klZ\bl_evkl\), :jf_gby, Ebl\Z, IhevrZ (bf__lky kh[kl\_ggZy lh\Zjhijh\h^ysZy k_lv), BajZbev, =_jfZgby, KR:. >hey “Dhgl_ KiZ” \ [_ehjmkkdhf wdkihjl_ qmehqgh-ghkhqguo ba^_ebc – ihqlb 90% ih ^Zgguf gZ 2014 ]h^. < 2009 ]h^m m^_evguc \_k dhfiZgbb \ h[t_f_ [_ehjmkkdh]h wdkihjlZ qmehqgh-ghkhqguo ba^_ebc khklZ\eye 55%. “Dhgl_ KiZ” \k_ ihke_^gb_ ]h^u ijh\h^bl Zdlb\gmx fZjd_lbg]h\mx iheblbdm gZ \g_rgbo jugdZo. LZdh]h mki_oZ dhfiZgby ^h[beZkv [eZ]h^Zjy ihklhygghfm b g_ij_ju\ghfm khljm^gbq_kl\m k iZjlg_jZfb b ^bkljb[vxlhjZfb. «Bkdexqbl_evgh_ dZq_kl\h ijh^mdpbb aZk\b^_l_evkl\h\Zeb fgh]hqbke_ggu_ gZ]jZ^u, dhlhju_ lhj]h\Zy fZjdZ Conte m^hklhbeZkv dZd “;jwg^ 2003 ]h^Z”, “ 83 Khdheh\Z, G. KHHH «Dhgl_ KiZ» \=jh^gh – h^gh ba kZfuo djmiguo b kh\j_f_gguo ij_^ijbylbc / G. Khdheh\Z // =jh^a_gkdZy ijZ^Z. – 2012. – 27 bxg. 103 Dhjhe_\kdbc ^\hj klZe aZdhgh^Zl_e_f fh^u \ ?\jhi_. «IZjb` klZgh\blky i_j\hc fbjh\hc klhebp_c fh^u b dmfbjhf _\jhi_ckdh]h ^\hjygkl\Z. NjZgpby ^bdlh\ZeZ ijZ\beZ ohjhr_]h lhgZ b fh^u, dhlhjuf ke_^h\Zeb g_ lhevdh dhjhgh\Zggu_ hkh[u b bo ijb[eb`zggu_, gh b \kz ^\hjygkl\h. =eZ\guf bklhqgbdhf bgnhjfZpbb h fh^_ lh]h \j_f_gb [ue `mjgZe “=ZeZglguc F_jdmjbc”, ihfh]Z\rbc njZgpmakdhc fh^_ ihdhjylv ?\jhim. 84 KlhebpZ fbjh\hc fh^u [We_dljhgguc j_kmjk]. – 2015. – URL: http://emigrant3.narod.ru/Paris_moda.html 104 ^h[Z\e_gb_f dZr_fbjZ 250 Den. LZd`_ [_ehjmkkdZy nbjfZ \uimkdZ_l b g_h[uqgu_ ^baZcg_jkdb_ dhe]hldb, e_]]bgku b qmedb, gZ dhlhjuo b ieZgbjm_lky k^_eZlv Zdp_gl ijb wdkihjl_. GZijbf_j, nZglZabcgu_ dhe]hldb ba dhee_dpbc hk_gv-abfZ b \_kgZ-e_lh Fantasy. Wlh mgbdZevgZy l_ogheh]by \uimkdZ weZklbqguo nZglZabcguo b Z`mjguo ba^_ebc kjZam ijb\e_q_l \gbfZgb_ klbevguo njZgpmakdbo `_gsbg. Klhbl hlf_lblv, qlh Conte aZ[hlblky g_ lhevdh h djZkhl_ `_gsbg, gh b h lhf, qlh[u \ bo ba^_ebyo [ueh m^h[gh \ ex[mx ihjm ]h^Z. >ey abfu dhfiZgby \uimklbeZ ki_pbZevgu_ ml_ie_ggu_ g_ lhevdh dhe]hldb, gh b e_]]bgku. < bo khklZ\ \oh^bl oehihd, fbdjhfh^Ze, \bkdhaZ b dZr_fbj. Ihfbfh ^hklhcgh]h khklZ\Z, wlb fh^_eb bf_xl b mgbdZevguc ^baZcg. Fh`gh gZclb b e_]]bgku k dh`Zgufb \klZ\dZfb, k[ZjoZlhf, k \_ev\_lhf, kjZaebqgufb wnn_dlZfb (wnn_dl \Zj_guo ^`bgkh\, fhdjh]h ihehlgZ, ihl_jlhklb). Ijhba\h^bl_e_c lZdbo g_h[uqguo b \ lh `_ \j_fy dZq_kl\_gguo fh^_e_c gZ kh\j_f_gghf njZgpmakdhf jugd_ g_ lZd fgh]h. < hkgh\ghf dhfiZgbb ijhba\h^yl deZkkbq_kdb_ fh^_eb qmehqgh- ghkhqguo ba^_ebc b \uimkdZxl dhee_dpbb hq_gv j_^dh. Gh wlh g_ ijh Conte. Ihwlhfm [_ehjmkkdZy dhfiZgby kfh`_l ^hklhcgh \u^_j`Zlv dhgdmj_gpbx. Ihfbfh g_h[uqguo ^ey NjZgpbb ^baZcg_jkdbo ba^_ebc, Conte fh]eZ [u ihklZ\eylv \h NjZgpbx dhjj_dlbjmxsb_ fh^_eb, jZajZ[hlZggu_ ih mgbdZevguf l_ogheh]byf ^ey qm\kl\bl_evghc dh`b k \blZfbghf ?. Ki_pbZevgh jZajZ[hlZggZy kljmdlmjZ fZl_jbZeZ wlbo dhe]hlhd hq_gv ihoh`Z gZ r_ed. : fbdjhdZikmeu \blZfbgZ ? ijh^he`Zxl iblZlv dh`m gh] b aZ[hlblvky h gbo ^Z`_ ihke_ g_kdhevdbo klbjhd. Wlh k\b^_l_evkl\m_l h lhf, qlh [_ehjmkkdhc dhfiZgbb Conte _klv q_f ihdhjylv njZgpmakdbc fh^guc jughd. Dhgdmj_glhkihkh[gu_ deZkkbq_kdb_ fh^_eb \ dhfZg^_ k g_aZmjy^guf 105 ^baZcghf b mgbdZevgufb l_ogheh]byfb fh]ml aZgylv ijbeZ\db fZ]Zabgh\ NjZgpbb. Qlh[u \k_ njZgpmakdb_ `_gsbgu magZeb h \ukhdhdZq_kl\_gghf lh\Zj_ [_ehjmkkdh]h ijhba\h^kl\Z, ke_^m_l ijh^mfZlv j_deZfgmx dZfiZgbx Conte. Hkgh\gZy j_deZfZ fh]eZ [u jZaf_sZlvky \ i_qZlguo kj_^kl\Zo fZkkh\hc bgnhjfZpbb. 106 b M6. :dp_gl \ \b^_hjhebdZo ke_^m_l ^_eZlv hiylv-lZdb gZ kdZahqghf aZfd_, dZd b \ i_qZlghc j_deZf_. LZdbf h[jZahf, j_deZfZ ijh^mdpbb Conte fh]eZ [u aZgylv k\h_ j_deZfgh_ ijhkljZgkl\h \h njZgpmakdbo KFB. Ih^\h^y blh] wlbf jZkkm`^_gbyf, fh`gh k^_eZlv ke_^mxsb_ \u\h^u. 107 108 DZjbgZ @b]ZjbgZ KljZl_]by j_deZfgh]h ijh^\b`_gby ijh^mdpbb nZ[jbdb «DhffmgZjdZ» gZ jughd Bg^hg_abb DhfiZgby “DhffmgZjdZ” y\ey_lky h^gbf ba djmig_crbo ijhba\h^bl_e_c dhg^bl_jkdbo ba^_ebc \ J_kim[ebd_ ;_eZjmkv. HgZ \oh^bl \ khklZ\ ;_ehjmkkdh]h ]hkm^Zjkl\_ggh]h dhgp_jgZ ibs_\hc ijhfure_gghklb “;_e]hkibs_ijhf”. 109 \h\e_q_gb_ \k_o khljm^gbdh\ \ ijhp_kk ihklhyggh]h memqr_gby kbkl_f f_g_^`f_glZ; ihklhyggh_ ih\ur_gb_ j_amevlZlb\ghklb kbkl_f f_g_^`f_glZ; h[_ki_q_gb_ m\_j_gghklb ihlj_[bl_e_c \ g_mdhkgbl_evghf kh[ex^_gbb lj_[h\Zgbc d ijh^mdpbb k mq_lhf khojZg_gby hdjm`Zxs_c kj_^u b a^hjh\vy q_eh\_dZ; hldjulhklv b ^hklmighklv bgnhjfZpbb. < ijhba\h^kl\_ ijh^mdpbb bkihevam_lky lhevdh gZlmjZevgh_, wdheh]bq_kdb qbklh_ kujv_. Ijhp_kk h[jZ[hldb dZdZh-[h[h\ hkms_kl\ey_lky g_ihkj_^kl\_ggh gZ ij_^ijbylbb, qlh iha\hey_l ^h[blvky hkh[_ggh lsZl_evgh]h dhgljhey dZq_kl\Z \uimkdZ_fhc ijh^mdpbb. «Bklhjby nZ[jbdb “DhffmgZjdZ” gZqZeZkv 11 yg\Zjy 1905 ]h^Z, dh]^Z \ Fbgkdhc ]hjh^kdhc mijZ\_ \i_j\u_ ihemqbeZ lhj]h\h_ k\b^_l_evkl\h “Dhn_cgy k dhg^bl_jkdbfb ijh^mdlZfb, i_dZjgy dhg^bl_jkdbo ijh^mdlh\ =_hj]by 85 Bklhjby nZ[jbdb [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.kommunarka.by/about/istorija-fabriki 110 [he__ 200 gZbf_gh\Zgbc dhg^bl_jkdbo ba^_ebc. GZ f_`^mgZjh^guo \uklZ\dZo, ^_]mklZpbhgguo dhgdmjkZo KH:H “DhffmgZjdZ” ihemqZ_l \ukhdb_ hp_gdb wdki_jlh\ b ij_klb`gu_ gZ]jZ^u. < l_q_gb_ iylb e_l ih blh]Zf gZpbhgZevguo dhgdmjkh\ ijbagZ\ZeZkv dhg^bl_jkdhc nZ[jbdhc 1 \;_eZjmkb. Wlb h[jZapu m`_ aZkem`beb m\Z`_gb_ ihdmiZl_e_c g_ lhevdh \ ;_eZjmkb, gh b \ kljZgZo [eb`g_]h b ^Zevg_]h aZjm[_`vy. Gh “DhffmgZjdZ” ieZgbjm_l ihihegylv kibkhd k\hbo ihdmiZl_e_c, b ke_^mxs_c lhqdhc ihklZ\hd fh]eZ [u klZlv Bg^hg_aby. Bg^hg_aby \oh^bl \ qbkeh jZa\b\Zxsboky b [ukljh jZklmsbo wdhghfbd b ih \deZ^m \ fbjh\hc wdhghfbq_kdbc jhkl aZgbfZ_l \ wlhc ]jmii_ 4-_ f_klh ihke_ ;jZabebb, DblZy b Bg^bb. « 86 Bg^hg_aby [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.ved.gov.ru/exportcountries/id/about_id/eco_id/ 111 fmkmevfZgkl\h, gZ ^jm]bo – ojbklbZgkdmx j_eb]bx, gZ ;Zeb – bg^mbaf, Z _sz _klv yauq_kdb_. Ijb wlhf kljZgZ aZgbfZ_l 14-_f_klh\ fbj_ ih iehsZ^b l_jjblhjbb b y\ey_lky djmig_cr_c kljZghc j_]bhgZ, bf_y kmohimlgu_ ]jZgbpu lhevdh k FZeZcab_c b IZimZ-Gh\hc =\bg__c. GZk_e_gb_ Bg^hg_abb khklZ\ey_l [he__ 237 fbeebhgh\ q_eh\_d, qlh ^_eZ_l _z gZb[he__ gZk_ezgghc kljZghc b [_a lh]h fgh]hex^ghc X]h- 112 jZklzl lZibhdZ (Cassava), ba _z dhjg_c ^_eZxl jZagu_ ^_k_jlu. KZfZ lZibhdZ [_a\dmkgZy, ^h[Z\eyxl kZoZj, dhdhkh\h_ fhehdh beb qlh- gb[m^v ^jm]h_»87. Bg^hg_abckdb_ dhg^bl_jkdb_ ba^_eby, \h[s_f, ke_^h\Zeh [u gZa\Zlv \Zj_gv_f, lZd dZd bo \Zjyl gZ iZjm \ ki_pbZevghf iZjh\hf rdZnm. Ba^_eby ba rhdheZ^Z lZf \klj_qZxlky djZcg_ j_^dh, ihkdhevdm lj_[mxl hkh[uo mkeh\bc ojZg_gby. DhfiZgbb “DhffmgZjdZ” \ wlhc k\yab `_eZl_evgh hkms_kl\eylv ^hklZ\dm k\h_c ijh^mdpbb kZfuf [ukljuf kihkh[hf – Z\bZljZgkihjlhf. < j_amevlZl_ ijh^mdpby khojZgbl \dmkh\u_ k\hckl\Z b g_ ihl_jy_l ijb\e_dZl_evguc \g_rgbc \b^. >ey ojZg_gby dhgn_l \ Bg^hg_abb \ lhqdZo ijh^Z` g_h[oh^bfh mklZgZ\eb\Zlv ki_pbZevgh_ h[hjm^h\Zgb_ ^ey khojZg_gby dZq_kl\Z ijh^mdpbb. Gh gZ^h _s_ agZlv hkh[_gghklb bg^hg_abckdh]h jugdZ j_deZfu. < kh\j_f_gghf fbj_ h^ghc ba kZfuo jZkijhkljZgzgguo y\ey_lky bgl_jg_l-j_deZfZ. Bg^hg_aby h[j_eZ bgl_jg_l h^gh\j_f_ggh k hklZevgufb kljZgZfb X]h- 87 >_k_jlu Bg^hg_abb [We_dljhgguc j_kmjk]. – 2015. – URL: http://yaturistka.ru/blog/food_of_the_world/1657.html 88 Bgl_jg_l-j_deZfZ \ Bg^hg_abb [We_dljhgguc j_kmjk]. – 2015. – URL: https://roem.ru/24-09-2015/207833/indonesia-sea/ 113 \b^ l_e_\b^_gby fh`_l klZlv hlebqghc iehsZ^dhc ^ey j_deZfu “DhffmgZjdb”. ?keb ]h\hjblv h i_qZlghc j_deZf_ \ f_klghc ij_kk_, lh ihl_gpbZe __ g_ hq_gv \ukhd, ihkdhevdm h[sbc lbjZ` \k_o ]Za_l b `mjgZeh\ khklZ\ey_l g_ [he__ 500 lukyq wda_fieyjh\. Wlh h[mkeh\e_gh hkljhc g_o\Zldhc [mfZ]b, [he__ 90% dhlhjhc bfihjlbjm_lky. Ihwlhfm \f_klh j_deZfu \ ij_kk_ p_e_khh[jZagh kha^Z\Zlv j_deZfgu_ [mde_lu k ih^jh[guf hibkZgb_f ijh^mdpbb dhfiZgbb b jZa^Z\Zlv bo \ h[s_kl\_gguo f_klZo. Ih^\h^y blh]b, fh`gh k^_eZlv ke_^mxsb_ \u\h^u. 114 [mde_lu k ih^jh[guf hibkZgb_f ijh^mdpbb lZd`_ ^he`gu [ulv ij_^klZ\e_gu bg^hg_abckdhc Zm^blhjbb. 115 116 F_jm_jl Dhe^Zkh\Z Ki_pbnbdZ j_deZfgh]h ijh^\b`_gby ijh^mdpbb nZ[jbdb «JZoZl» gZ jughd Fhg]hebb Fhg]heby – iZjeZf_glkdh_ ]hkm^Zjkl\h, Z]jZjgh- bg^mkljbZevgZy kljZgZ, aZgbfZxsZy 18-_f_klh\fbj_ihiehsZ^b ihke_ BjZgZ. HgZ ^_eblky gZ 21 ZcfZd. K 1997 ]h^Z y\ey_lky mqZklgbdhf 89 >hdmqZ_\, >. K_dj_lu kl_igh]h ^jZdhgZ / >. >hdmqZ_\. // Woh ieZg_lu. – 2014. – 30-31. – K. 7 – 8. 117 Khdjh\bs (Wj^wgwlbcg h\hh), ijb\_eZ d kha^Zgbx ]hjgh- h[h]Zlbl_evgh]h dhf[bgZlZ, \hdjm] dhlhjh]h \ukljh_g ]hjh^ Wj^wgwl. Wdhghfbq_kdbc kdZqhd h[tykgy_lky kljhbl_evkl\hf f_^gh-ahehlh]h jm^gbdZ Hx-Lhe]hc, \oh^ys_]h \ iylzjdm djmig_crbo \ fbj_. GZ x]_ kljZgu, \ jZchg_ ]hjgh]h fZkkb\Z LZ\Zg-Lhe]hc, h[gZjm`_g \ukhdhdZq_kl\_gguc dZf_gguc m]hev – f_klhjh`^_gb_ LZ\Zg-Lhe]hc, ]_heh]bq_kdb_ aZiZku dhlhjh]h bkqbkeyxlky fbeebhgZfb lhgg. >Z\gh ba\_klgu b jZajZ[Zlu\Zxlky kj_^gb_ ih aZiZkZf f_klhjh`^_gby \hevnjZfZ b ieZ\bdh\h]h riZlZ. Wlb jm^gbdb h[_ki_qb\Zxl mklhcqb\uc jhkl wdkihjlZ b gZeh]h\uo ihklmie_gbc. Hkgh\gu_ hljZkeb ijhfure_gghklb – l_dklbevgZy, r_jklygZy, kmdhggZy, h\qbggh-rm[gZy, dh`_\_ggZy, fykhi_j_jZ[Zlu\ZxsZy, ijhba\h^kl\h kljhbl_evguo fZl_jbZeh\. Fhg]heby aZgbfZ_l 2-_ f_klh \ fbj_ ih ijhba\h^kl\m dZr_fbjh\hc r_jklb. Ba-aZ kmjh\h]h dhglbg_glZevgh]h debfZlZ k_evkdh_ ohayckl\h hklZzlky a^_kv mya\bfuf d klbobcguf [_^kl\byf \ \b^_ kbevghc aZkmob beb oheh^Z. < kljZg_ fZeh iZohlguo a_f_ev, gh aZlh hdheh 80% l_jjblhjbb bkihevam_lky dZd iZkl[bsZ. ;hevrbgkl\h k_evkdh]h gZk_e_gby aZgylh \uiZkhf ^hfZrg_]h kdhlZ, khklhys_]h ba h\_p, dha, djmigh]h jh]Zlh]h kdhlZ, ehrZ^_c b \_j[ex^h\. Wlh – _^bgkl\_ggh_ \ kh\j_f_gghf fbj_ ]hkm^Zjkl\h, \ dhlhjhf hkgh\gZy hljZkev – dhq_\h_ `b\hlgh\h^kl\h. JZa\h^yl h\_p, djmiguc jh]Zluc kdhl, ehrZ^_c b \_j[ex^h\; \ \ukhdh]hjguo b lZ_`guo jZchgZo – ydh\ b he_g_c. Fhg]heby bf__l [hevr__ dhebq_kl\h kdhlZ gZ ^mrm gZk_e_gby, q_f ex[Zy ^jm]Zy kljZgZ \ fbj_. 118 jZkiheh`_gu gZ ^\mo iehsZ^dZo \ :efZlu b Rufd_gl_»90. Mgb\_jkZevguc oZjZdl_j ijhba\h^kl\Z, _]h fZkrlZ[ b gZebqb_ kh[kl\_gghc ebgbb ih i_j_jZ[hld_ dZdZh-[h[h\ iha\heyxl dhfiZgbb bf_lv gZb[he__ rbjhdbc kj_^b dZaZoklZgkdbo ijhba\h^bl_e_c Zkkhjlbf_gl dhg^bl_jkdbo ba^_ebc. “JZoZl” \uimkdZ_l rhdheZ^gu_ ba^_eby, hlebqZxsb_ky [hevrbf jZaghh[jZab_f, by\ey_lky _^bgkl\_gguf dhg^bl_jkdbf ij_^ijbylb_f \ DZaZoklZg_, hk\hb\rbf \uimkd ki_pbZevghc ijh^mdpbb ^ey ex^_c, kljZ^Zxsbo ^bZ[_lhf. < wlhl Zkkhjlbf_gl \oh^yl g_kdhevdh gZbf_gh\Zgbc rhdheZ^Z, dhgn_l, i_q_gvy b \Zn_ev k ihgb`_gghc dZehjbcghklvx b aZf_ghc kZoZjZ gZ jZ\ghp_ggh_ gZlmjZevgh_ kujv_. GZ ij_^ijbylbb hj]Zgbah\ZgZ b ^_ckl\m_l \gmlj_ggyy kbkl_fZ dZq_kl\Z, [ZabjmxsZyky gZ _^bghc hl\_lkl\_gghklb b dhfie_dkghc kbkl_f_ dhgljhey dZq_kl\Z – dhgljhev dZq_kl\Z kujvy b ijh^mdpbb gZ dZ`^hc klZ^bb ijhba\h^kl\Z. < 2013 ]h^m \g_^j_gZ kbkl_fZ mijZ\e_gby dZq_kl\hf ibs_\uo ijh^mdlh\ gZ hkgh\_ ijbgpbih\ O:KKI (HACCP – ZgZeba jbkdh\ b djblbq_kdb_ lhqdb dhgljhey). < gZklhys__ \j_fy ijh^mdpby :H “J:O:L” ba\_klgZ g_ lhevdh gZ dZaZoklZgkdhf jugd_, gh b ^Ze_dh aZ ij_^_eZfb j_kim[ebdb – \ Jhkkbb, Ma[_dbklZg_, Lmjdf_gbklZg_, Duj]uaklZg_, =_jfZgbb, DblZ_, :n]ZgbklZg_. < Fhg]hebb g_l k\hbo nZ[jbd ih ijhba\h^kl\m dhg^bl_jkdbo ba^_ebc. < hkgh\ghf kljZgZ bfihjlbjm_l keZ^hklb ba MdjZbgu, Jhkkbb, KR:, Lmjpbb. Gh b dZaZoklZgkdb_ dhgn_lu bf_xl g_fZeuc ihl_gpbZe ijh^Z` gZ fhg]hevkdhf jugd_. DhfiZgbb “JZoZl” ke_^m_l gZqbgZlv hk\h_gb_ wlh]h jugdZ k hldjulby k\h_]h i_j\h]h fZ]ZabgZ dhg^bl_jkdbo ba^_ebc \ klhebp_ – MeZg-;Zlhj_. GZ i_j\uo ihjZo ^ey ijb\e_q_gby \gbfZgby ihdmiZl_e_c lZf fh]eb [u ^_ckl\h\Zlv Zdpbb 90 ?k_gdmeh\Z, ?. NZ[jbdZ JZoZl: ih lm klhjhgm h[zjldb / ?. ?k_gdmeh\Z // [We_dljhgguc j_kmjk]. – 2014. – URL: http://tengrinews.kz/money/rukovodstvo- fabriki-rahat-otvetilo-kritiku-smenyi-262638 119 ^ey [hevrbo k_f_c, ih`beuo ex^_c, klm^_glh\. < ^gb gZpbhgZevguo beb j_eb]bhaguo ijZa^gbdh\ lZf fh]eb [u jZa^Z\Zlvky ih^Zjdb \ \b^_ ieblhd rhdheZ^Z. Hkgh\gmx `_ bgnhjfZpbx ^ey aZbgl_j_kh\Zgghc qZklb gZk_e_gby ke_^m_l jZaf_sZlv \ bgl_jg_l_ (^ey fheh^z`b), gZ l_e_\b^_gbb b \ ]Za_lZo. < Fhg]hebb kms_kl\mxl \_sZl_evgZy ]hkm^Zjkl\_ggZy jZ^bhdhfiZgby “Fhg]hejZ^bh”, hkgh\ZggZy \ 1934 ]h^m, b ]hkm^Zjkl\_ggZy l_e_dhfiZgby “Fhg]hel_e_\ba”, hkgh\ZggZy \ 1967 ]h^m). M “Fhg]hejZ^bh” – ljb dZgZeZ \gmlj_gg_]h \_sZgby, ^\Z ba dhlhjuo gZ fhg]hevkdhf yaud_ b h^bg – gZ dZaZokdhf. K 1964 ]h^Z fhg]hevkdh_ ]hkm^Zjkl\_ggh_ jZ^bh ljZgkebjm_l i_j_^Zqb ih dZgZem bgh\_sZgby, ba\_klghfm dZd “=hehk Fhg]hebb”. I_j_^Zqb \_^mlky gZ iylb jZaebqguo yaudZo: fhg]hevkdhf, jmkkdhf, Zg]ebckdhf, dblZckdhf b yihgkdhf. «< kjZ\g_gbb k ljZ^bpb_c ijZ\h\h]h mj_]mebjh\Zgby \ kljZgZo AZiZ^Z b X]h- 91 ;Zf[Z`Z\, G. JZa\blb_ f_^bZjugdZ Fhg]hebb hiZkgh p_gljZebaZpb_c \ jmdZo [hevrbo b]jhdh\ / G. ;Zf[Z`Z\ // [We_dljhgguc j_kmjk]. – 2015. – URL: http://asiarussia.ru/persons/6689/ 120 F_jm_jl Dhe^Zkh\Z Kbkl_fZ j_deZfgh]h ijh^\b`_gby fmdb «P_kgZ» gZ jughd Rjb-EZgdb >_fhdjZlbq_kdZy KhpbZebklbq_kdZy J_kim[ebdZ Rjb-EZgdZ – ]hkm^Zjkl\h \ X`ghc :abb, gZ h^ghbfzgghf hkljh\_ m x]h- \hklhqgh]h ih[_j_`vy Bg^hklZgZ. Bf__l ^\_ klhebpu: Rjb- >`Zy\Zj^_g_imjZ-Dhll_ – hnbpbZevgZy, f_klhij_[u\Zgb_ iZjeZf_glZ b\_joh\gh]hkm^Z; Dhehf[h – nZdlbq_kdZy, f_klhij_[u\Zgb_ ijZ\bl_evkl\Z, j_ab^_gpby ij_ab^_glZ. < Z^fbgbkljZlb\ghf hlghr_gbb kljZgZ jZa^_e_gZ gZ 9 ijh\bgpbc, dhlhju_, \k\hx hq_j_^v, ih^jZa^_eyxlky gZ 25 hdjm]h\. «Kh \j_fzg ihjlm]Zevkdh]h \lhj`_gby b ^h h[j_l_gby g_aZ\bkbfhklb \ _\jhi_ckdbo yaudZo kljZgZ gZau\ZeZkv P_cehg. QZc y\ey_lky \bablghc dZjlhqdhc Rjb- EZgdb. GZ hkljh\_ ijhba\h^blky hdheh 10% \k_]h qZy \ fbj_, qlh khklZ\ey_l [he__ 305 lukyq lhgg \ ]h^. K_cqZk kljZgZ aZgbfZ_l 3-_ f_klh \ fbj_ ih ijhba\h^kl\m qZy, mklmiZy Bg^bb b DGJ»92. Rjb-EZgdZ – k_evkdhohayckl\_ggZy kljZgZ k jZa\bluf ieZglZpbhgguf ohayckl\hf. >hey ijhfure_gghklb \ < 92 History of Sri Lanka [Electronic resource]. – 2009. – URL: http://sri- lanka.saarctourism.org/history-of-sri-lanka.html 121 DZaZoklZgkdZy ir_gbpZ rbjhdh ba\_klgZ \h \k_f fbj_ b g_ bf__l dhgdmj_glh\. Jh`^_gbx lZdh]h \ukhdh]h a\Zgby ijbeh`beb mkbeby g_fZeh dhfiZgbc a_jgh\hc hljZkeb DZaZoklZgZ. H^gZ ba gbo – LHH “Dhgp_jg “P_kgZ-:klud” – \_^ms__ ij_^ijbylb_ a_jghi_j_jZ[Zlu\Zxs_c hljZkeb, ih \_ebqbg_ lh\Zjhh[hjhlZ \oh^ys__ \ klh djmig_crbo dZaZoklZgkdbo dhfiZgbc. Hloh^ hl kl_j_hlbih\, \hkijbbfqb\hklv d bggh\Zpbyf b \ukhdh_ dZq_kl\h ij_^eZ]Z_fhc ijh^mdpbb hlebqZxl dhfiZgbx, \ 90-o]h^Zo kh\_jrb\rmx i_j_\hjhl gZ fmqghf jugd_ DZaZoklZgZ. 93 KZ[_dh\, K. 123 jZ[hlZ_l gZ ihegmx ijhba\h^kl\_ggmx fhsghklv, ^Z`_ \ wlhf kemqZ_ g_ bf_y \hafh`ghklb \ iheghc f_j_ gZkulblv jZklmsbc kijhk gZ k\hx ijh^mdpbx. 94 Sri Lanka: communications [Electronic resource]. – 2002. – URL: http://www.encyclopedia.com/topic/Sri_Lanka.aspx 124 jZafZohf. ?keb lZdhc fZjd_lbg]h\uc oh^ [m^_l hkms_kl\e_g, lh fmdZ “P_kgZ” [m^_l Zkkhpbbjh\Zlvky k q_f-lh ohjhrbf, g_aZ\bkbfuf, k\h[h^hc b ^h[jh`_eZl_evghc Zlfhkn_jhc. 125 126 :ggZ Dmjbe_ghd Ihl_gpbZe j_deZfgh]h ijh^\b`_gby e_dZjkl\_ggh]h ij_iZjZlZ \ZeZpbdeh\bj gZ jughd Bg^bb Ijh^Z`Z \ZeZpbdeh\bjZ gZ \g_rgb_ jugdb, \ qZklghklb, gZ jughd Bg^bb – h^gZ ba \Z`g_crbo aZ^Zq ijhba\h^bl_ey ^Zggh]h e_dZjkl\_ggh]h kj_^kl\Z – ij_^ijbylby “;_ef_^ij_iZjZlu” bkljZgu \p_ehf, lZd dZd bf_ggh wdkihjl ijbghkbl fZdkbfZevgmx ijb[uev ]hkm^Zjkl\m. Bg^by – kljZgZ k [hevrbf dhebq_kl\hf gZk_e_gby, dhlhjZy bf__l bgl_gkb\gh jZa\b\Zxsmxky wdhghfbdm, qlh hldju\Z_l [hevrb_ i_jki_dlb\u ^ey ijh^\b`_gby [_ehjmkkdbo e_dZjkl\. <_^v wlZ kljZgZ bf__l j_imlZpbx gZ^_`gh]h iZjlg_jZ, qlh hkh[_ggh \Z`gh ^ey mki_rguo lhj]h\uo hlghr_gbc. < ;_eZjmkb \ ihke_^gb_ ]h^u gZ[ex^Z_lky \ukhdbc l_fi jZa\blby nZjfZp_\lbq_kdhc ijhfure_gghklb. 127 ba-aZ ^_\Zev\Zpbb [_ehjmkkdh]h jm[ey hgh g_kdhevdh l_jy_l \ mjh\g_ fZj`b. Gh, g_kfhljy gZ g_dhlhjh_ mom^r_gb_ mkeh\bc jZ[hlu, ij_^ijbylb_ bkijZ\gh ieZlbl ih ^he]Zf dj_^blhjZf b [ZgdZf. WdkihjlgZy kljZl_]by [_ehjmkkdbo ij_^ijbylbc nZjfZp_\lbq_kdhc ijhfure_gghklb gZijZ\e_gZ gZ ih^^_j`Zgb_ b jZkrbj_gb_ k\h_]h ijbkmlkl\by gZ jugdZo Jhkkbb, DZaZoklZgZ, :a_j[Zc^`ZgZ, Ma[_dbklZgZ, Duj]uaklZgZ, ^jm]bokljZgKG=bX]h- 128 e_dZjkl\_ggh]h kj_^kl\Z gm`gu g_ lhevdh agZgby, l_ogheh]bb b [bag_k-ijhp_kku, gh b bkdj_gg__, kZfhhl\_j`_ggh_ b hl\_lkl\_ggh_ hlghr_gb_ dZ`^h]h khljm^gbdZ d jZ[hl_, ihgbfZgb_ \Z`ghklb fbkkbb. Bf_ggh ihwlhfm, jmdh\h^kl\mykv ijbgpbihf “L_ogheh]bb gZ kem`[_ a^hjh\vy”, JMI “;_ef_^ij_iZjZlu” aZgbfZ_l k_]h^gy \_^msb_ ihabpbb \ [_ehjmkkdhc nZjfZp_\lbq_kdhc hljZkeb b ieZghf_jgh jZkrbjy_l k\h_ ijbkmlkl\b_ gZ jugdZo kljZg KG= b ^Zevg_]h aZjm[_`vy. < qZklghklb, jZkkfhljbf \hafh`ghklb ijh^\b`_gby e_dZjkl\_ggh]h kj_^kl\Z \ZeZpbdeh\bj gZ jughd Bg^bb. >Zgguc ij_iZjZl «\uimkdZ_lky \ \b^_ lZ[e_lhd, ihdjuluo h[hehqdhc, h[tzfhf 500 f]. 95 130 ijbgylby ^Zggh]h e_dZjkl\Z. E_]q_ \k_]h wlh k^_eZlv, ihdZau\Zy kms_kl\mxsmx ijh[e_fm a^hjh\vy m q_eh\_dZ b lh, dZd [_ehjmkkdbc \ZeZpbdeh\bj ihfh]Z_l ba[Z\blvky hl g_^m]Z. 96 Bg^by. Jughd e_dZjkl\_gguo kj_^kl\ [We_dljhgguc j_kmjk]. – 2012. – URL: http://www.soblakami.ru/lekarstva-v-indii-ayurveda 131 wfhpbhgZevgh hdjZr_ggmx b ^h\h^ysmx ^h khagZgby b \gbfZgby ihl_gpbZevguo ihdmiZl_e_c gZb[he__ \Z`gu_ nZdlu b k\_^_gby h ij_^eZ]Z_fhf e_dZjkl\_. <_^v «k h^ghc klhjhgu, hgZ ^he`gZ ^h\h^blv ^h ihlj_[bl_ey k\_^_gby, g_h[oh^bfu_ ^ey ihdmidb b bkihevah\Zgby lh\ZjZ. K^jm]hc, khq_lZlv k\hx bgnhjfZpbhgghklv k m[_^bl_evghklvx b \gmr_gb_f, hdZau\Zlv gZ q_eh\_dZ wfhpbhgZevgh- ikbobq_kdh_ \ha^_ckl\b_»97. LZdbf h[jZahf, ih^\h^y blh]b wlbf jZkkm`^_gbyf, fh`gh k^_eZlv ke_^mxsb_ \u\h^u. 97 Mweek, M. J_deZfZ. Ijbgpbiu b ijZdlbdZ / M. Mweek, K. FhjbZjlb, >`. ;_jg_ll. – KI[ : :fnhjZ, 2008. –– C. 699. 132 :ggZ Dmjbe_ghd Dhglmju j_deZfgh]h ijh^\b`_gby ch]mjlh\ «KZ\mrdbg ijh^mdl» gZ jughd Ihevrb =eZ\ghc p_evx jZa\blby [_ehjmkkdhc wdhghfbdb \ [eb`Zcrb_ ]h^u y\ey_lky gZjZsb\Zgb_ __ wdkihjlgh]h ihl_gpbZeZ. >ey wlh]h g_h[oh^bfh jZkrbj_gb_ lh\Zjghc ghf_gdeZlmju \g_rgbo ihklZ\hd, aZdj_ie_gb_ ihabpbc [_ehjmkkdbo ijhba\h^bl_e_c gZ ljZ^bpbhgguo b hk\h_gb_ gh\uo jugdh\ k[ulZ k \ukhdhc ihdmiZl_evghc kihkh[ghklvx. < j_r_gbb ihklZ\e_gghc aZ^Zqb hkh[uc bgl_j_k ^ey ;_eZjmkb ij_^klZ\ey_l \aZbfh\u]h^gh_ lhj]h\h-wdhghfbq_kdh_ khljm^gbq_kl\h kh kljZgZfb ?\jhi_ckdh]h khxaZ, \ qZklghklb k Ihevr_c. >Zevg_crZy wdkihjlgZy kljZl_]by [_ehjmkkdbo ij_^ijbylbc \ wlhf j_]bhg_ ^he`gZ [Zabjh\Zlvky g_ lhevdh gZ ljZ^bpbhgguo ihklZ\dZo ]hlh\hc ijh^mdpbb, gh b gZ mdj_ie_gbb a^_kv k\hbo ihabpbc q_j_a bg\_klbpbhggu_ \eh`_gby. 133 k wlbf jmdh\h^kl\hf ij_^ijbylby [ueh ijbgylh j_r_gb_ h jZajZ[hld_ b \g_^j_gbb kbkl_f f_g_^`f_glZ. H:H “KZ\mrdbg ijh^mdl” «i_j\uf kj_^b ij_^ijbylbc fhehqghc hljZkeb J_kim[ebdb ;_eZjmkv k_jlbnbpbjh\Ze kbkl_fm f_g_^`f_glZ dZq_kl\Z gZ khhl\_lkl\b_ lj_[h\Zgbyf gZpbhgZevguo klZg^Zjlh\ KL; BKH 9000, dhlhju_ y\eyxlky Zml_glbqgufb f_`^mgZjh^guf (\ 2000 ]. \u^Zg k_jlbnbdZl gZ khhl\_lkl\b_ lj_[h\Zgbyf KL; BKH 9001-96; \ 2003 ]. — k_jlbnbdZl gZ khhl\_lkl\b_ lj_[h\Zgbyf gh\hc \_jkbb KL; BKH 9001-2001)»98. Wlh [ue i_j\uc rZ] ih mkh\_jr_gkl\h\Zgbx kbkl_fu mijZ\e_gby ij_^ijbylb_f. K_cqZk \ hj]ZgbaZpbb lZd`_ jZajZ[hlZgu b ^_ckl\mxl ke_^mxsb_ kbkl_fu: k 2003 ]h^Z – kbkl_fZ mijZ\e_gby dZq_kl\hf b [_ahiZkghklvx ibs_\uo ijh^mdlh\ gZ hkgh\_ ZgZebaZ jbkdh\ b djblbq_kdbo dhgljhevguo lhq_d (G:KKJ) \ khhl\_lkl\bb k lj_[h\Zgbyfb KL; 1470; k 2004 ]h^Z – kbkl_fZ mijZ\e_gby hdjm`Zxs_c kj_^hc \ khhl\_lkl\bb k lj_[h\Zgbyfb gZpbhgZevgh]h KL; BKH 14001, Zk 2006 ]h^Z – b f_`^mgZjh^gh]h BKH 14001; k 2006 ]h^Z – kbkl_fZ f_g_^`f_glZ hojZgu a^hjh\vy b [_ahiZkghklb ljm^Z \ khhl\_lkl\bb k lj_[h\Zgbyfb OHSAS 18001; k 2009 ]h^Z – kbkl_fZ f_g_^`f_glZ [_ahiZkghklb ijhba\h^kl\Z b ojZg_gby kmobo fhehqguo ijh^mdlh\ \ khhl\_lkl\bb k lj_[h\Zgbyfb KL; BKH 22000-2006. Djhf_ lh]h, dhfiZgby bkihevam_l aZdjuluc lbi ijhba\h^kl\_ggh]h ijhp_kkZ (dhglZdl i_jkhgZeZ k ijh^mdpb_c k\_^_g d fbgbfmfm); \_kv ijhba\h^kl\_gguc mqZklhd jZa^_e_g gZ ahgu (a_e_gZy, `_elZy b djZkgZy), ihiZklv \ dhlhju_ fh`_l i_jkhgZe lhevdh kh ki_pbZevguf jZaj_r_gb_f, b m^_ey_l hkh[h_ \gbfZgb_ kh[ex^_gbx lj_[h\Zgbc ]b]b_gu. < h[eZklb l_ogheh]bc b h[hjm^h\Zgby iZjlg_jZfb dhfiZgbb 98 Ihq_fm gZr_c ijh^mdpbb ^h\_jyl [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.savushkin.by/about/today 134 \uklmiZxl rbjhdh ba\_klgu_ b aZkem`b\Zxsb_ ^h\_jby nbjfu ba R\_cpZjbb, :\kljbb, Ihevrb, R\_pbb b =_jfZgbb. “KZ\mrdbg ijh^mdl” \k_]^Z klj_fblky fZdkbfZevgh mqblu\Zlv `_eZgby b ihlj_[ghklb ihdmiZl_e_c. Ihwlhfm m ijh^mdpbb dhfiZgbb – ex[bfu_ \dmku b m^h[gZy miZdh\dZ, Z Zkkhjlbf_gl hlebqZ_lky lZdbf jZaghh[jZab_f – [he__ 200 gZbf_gh\Zgbc. K_]h^gy \ ihjln_e_ dhfiZgbb 6 lhj]h\uo fZjhd: "KZ\mrdbg", "HilbfZev", "Kmi_jDb^", "GZ100ysbc", ";j_kl-Eblh\kd", "EZkdh\h_ e_lh", kj_^b dhlhjuo dZ`^uc kfh`_l gZclb qlh-gb[m^v ^ey k_[y. Djhf_ lh]h, dhfiZgby “KZ\mrdbg ijh^mdl” aZ[hlblky h dZq_kl\_ k\h_c ijh^mdpbb, [hevrh_ \gbfZgb_ m^_eyy __ ^hklmighklb \ jhagbqghc lhj]h\e_, Zbf_ggh kbkl_f_ eh]bklbdb. Lh\Zjhijh\h^ysZy k_lv H:H “KZ\mrdbg ijh^mdl” \dexqZ_l 6 lhj]h\uo nbebZeh\, 1 lhj]h\h_ ij_^klZ\bl_evkl\h b [he__ 50 lhj]h\uo ij_^klZ\bl_e_c gZ l_jjblhjbb ;_eZjmkb. Bgl_j_ku dhfiZgbb aZ jm[_`hf ij_^klZ\eyxl __ fgh]hqbke_ggu_ iZjlg_ju. G_fZeh\Z`gh, qlh “KZ\mrdbg ijh^mdl” ih^^_j`b\Z_l \ukhdb_ wlbq_kdb_ klZg^Zjlu \_^_gby [bag_kZ. < gZklhys__ \j_fy fh`gh \u^_eblv ljb hkgh\guo \b^Z ch]mjlZ. 1. G_ZjhfZlbabjh\Zggu_ ch]mjlu [_a ^h[Z\e_gby njmdlh\. Hgb g_ kh^_j`Zl kZoZj, Z lZd`_ bg]j_^b_glh\ b ^h[Z\hd. >Zgguc \b^ ch]mjlZ – gZb[he__ ihe_aguc. 2. :jhfZlbabjh\Zggu_ ch]mjlu. 135 ijh^mdlZ kihkh[hf bkdexqbl_evgh ba gZlmjZevguo dhfihg_glh\ [_a bkihevah\Zgby klZ[bebaZlhjh\, bkdmkkl\_gguo djZkbl_e_c b ZjhfZlbaZlhjh\ b kmoh]h fhehdZ. ;eZ]h^Zjy wlhfm ]j_q_kdbc ch]mjl “KZ\mrdbg” \ hlebqb_ hl deZkkbq_kdh]h kh^_j`bl \ 2 jZaZ [hevr_ [_edZ b ]hjZa^h f_gvr_ m]e_\h^h\, qlh ^_eZ_l _]h hkh[_ggh p_gguf b ihe_aguf»99. D lhfm `_ hg bf__l [he__ ]mklmx dj_fh\mx dhgkbkl_gpbx b [h]Zluc gZkus_gguc \dmk y]h^ \ ch]mjl_ k y]h^guf gZihegbl_e_f. DhfiZgby “KZ\mrdbg ijh^mdl” ij_^eZ]Z_l ihijh[h\Zlv dZd gZlmjZevguc “=j_q_kdbc" ch]mjl, lZd b \ khq_lZgbb k \brg_c, dem[gbdhc b q_jgbdhc. ?]h fh`gh gZa\Zlv g_aZf_gbfuf ijh^mdlhf a^hjh\h]h iblZgby: wlh hlebqgZy Zevl_jgZlb\Z \ukhdhdZehjbcguf ^_k_jlZf, m^h[guc, ]hlh\uc d mihlj_[e_gbx i_j_dmk \ ex[h_ \j_fy ^gy. =j_q_kdbc ch]mjl — wlh h^gh ba kZfuo ihimeyjguo fhehqguo eZdhfkl\ gZ AZiZ^_. 99 Ch]mjl “=j_q_kdbc” [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.savushkin.by/23.html 136 gZbf_gvr_c aZljZlhc \j_f_gb. :wlb\k_fhf_gluy\eyxlky dexq_\ufb ijb wdkihjl_ [_ehjmkkdh]h ch]mjlZ \ Ihevrm, lZd dZd \kz wlh ihfh`_l emqr_ magZlv gh\uc lh\Zj. B, ke_^h\Zl_evgh, hg kfh`_l m`_ k\h[h^gh dhgdmjbjh\Zlv k ihevkdbfb dhgdmj_glZfb. < Ihevr_ lj_[h\Zgby d bkihevam_fhfm kujvx hq_gv \ukhdb_. Ijhba\h^bl_eyf ijboh^blky ljZlblv g_fZeh \j_f_gb gZ ihbkd ijh\_j_gguo ihklZ\sbdh\. Bf_ggh ihwlhfm “KZ\mrdbg ijh^mdl” k ijh\_j_ggufb l_ogheh]byfb ijhba\h^kl\Z ijh^mdpbb fh`_l khklZ\blv dhgdmj_gpbx g_ lhevdh ihevkdbf, gh lh\ZjZf ba ^jm]bo kljZg. Dlhfm`_ «\ ihke_^g__ \j_fy gZ [hevrbgkl\_ ihevkdbo ijhba\h^kl\ bkihevam_lky j_a_j\mZjguc f_lh^ ba]hlh\e_gby ch]mjlh\, lZd dZd ijh^mdl, ijb]hlh\e_gguc lZdbf h[jZahf, ohly b g_ fh`_l gZau\Zlvky iheghklvx gZlmjZevguf, gh bf__l [he__ ^ebl_evguc kjhd ojZg_gby b j_ZebaZpbb»100. LZdbf h[jZahf, fh`gh k^_eZlv \u\h^, qlh, g_kfhljy gZ \ukhdmx dhgdmj_gpbx gZ ihevkdhf jugd_, dhfiZgby “KZ\mrdbg ijh^mdl” fh`_l aZgylv ^hklhcgh_ f_klh kj_^b ^jm]bo ijhba\h^bl_e_c ch]mjlh\. 100 Ijhba\h^kl\h ch]mjlh\ \ Ihevr_ [We_dljhgguc j_kmjk]. – 2005. – URL: http://www.openbusiness.ru/dop11/yogurt.htm 137 138 GbdheZc GbdheZ_gdh I_jki_dlb\u j_deZfgh]h ijh^\b`_gby ijh^mdpbb «;_eeZdl» gZ jughd Kh_^bg_gguo RlZlh\ :f_jbdb H:H “;_eeZdl” — wdhghfbq_kdb klZ[bevgZy, ^bgZfbqgh jZa\b\ZxsZyky dhfiZgby. Ij_^ijbylb_ l\_j^h aZdj_ibehkv dZd gZ \gmlj_gg_f, lZd b gZ \g_rgbo jugdZo, b \ gZklhys__ \j_fy y\ey_lky wdkihjlhhjb_glbjh\Zgguf. M^_evguc \_k wdkihjlZ \ h[s_f h[tzf_ j_Zebah\Zgghc ijh^mdpbb khklZ\ey_l [he__ 45%. Nhjfbjh\Zgb_ iZjlg_jkdbo \aZbfhhlghr_gbc k ihklZ\sbdZfb ijhbkoh^bl ih ijbgpbim “100% kh\f_klbfhklb”, lh _klv ihklZ\ey_fZy ijh^mdpby khhl\_lkl\m_l lj_[h\Zgbyf gZ 100 ijhp_glh\. KR: y\eyxlky dZd h^gbf ba \_^msbo fbjh\uo ijhba\h^bl_e_c, lZd b djmig_crbf ihlj_[bl_e_f fhehqghc ijh^mdpbb, h[eZ^Zy jZa\bluf k_evkdhohayckl\_gguf dhfie_dkhf. 139 bgl_j_k b ih\ukblv ehyevghklv d [j_g^m “;_eeZdl”, \_^v aZimkd ijh^mdlZ \k_]^Z gZqbgZ_lky k nZau h[jZah\Zgby b kha^Zgby kbevgh]h h[jZaZ. IhgbfZgb_ \Z`ghklb j_deZfu b fZjd_lbg]Z gZ f_`^mgZjh^ghf mjh\g_ y\eyxlky ijbhjbl_lZfb ^ey \k_o dhfiZgbc, klj_fysboky aZ kq_l kbevghc fZjd_lbg]h\hc kljZl_]bb ihemqblv ijbagZgb_ k\h_]h [j_g^Z gZ \g_rg_f jugd_, qlh \ i_jki_dlb\_ iheh`bl_evguf h[jZahf kdZ`_lky gZ jZa\blbb dhfiZgbb \ p_ehf. < 90-o ]h^Zo ijhreh]h \_dZ [he__ Zdlb\gh klZeb bkihevah\Zlvky bgl_]jbjh\Zggu_ fZjd_lbg]h\u_ dhffmgbdZpbb (BFD), dhlhju_ \dexqZxl \ k_[y \k_ bgkljmf_glu fZjd_lbg]h\uo dhffmgbdZpbc, bkihevam_fu_ ^ey kh]eZkh\Zggh]h \ha^_ckl\by gZ p_e_\mx Zm^blhjbx b kem`Zs_]h ^ey ijh^\b`_gby ijh^mdpbb nbjfu d ihlj_[bl_ex, l._. ijh^mdl, p_gZ b f_klh y\eyxlky dhffmgbdZpbyfb, ijbq_f hq_gv \Z`gufb. P_evx ijbf_g_gby BFD y\ey_lky kha^Zgb_ \aZbfhmkbeb\Zxs_]h wnn_dlZ. Hg ijhy\ey_lky \ lhf, qlh kmffZjguc j_amevlZl dhfie_dkgh]h ijbf_g_gby kj_^kl\ dhffmgbdZpbb (bgl_]jbjh\Zgguo dhffmgbdZpbc) hlebqZ_lky hl ijhklh]h keh`_gby wnn_dlh\ ijbf_g_gby dZ`^h]h kj_^kl\Z \ hl^_evghklb. «F_lh^u ijh^\b`_gby lh\ZjZ hlebqZxlky ^jm] hl ^jm]Z ih aZljZlZf b wnn_dlb\ghklb. H^gb f_jhijbylby ih ijh^\b`_gbx bkihevamxlky \j_fy hl \j_f_gb, ^jm]b_ – ihklhyggh. H^gb \ha^_ckl\mxl gZ jZamf ihdmiZl_ey, ^jm]b_ – gZ wfhpbb, lj_lvb – gZ bgklbgdl. 101 FZabedbgZ, ?.B. Mkeh\by mki_rgh]h ijh^\b`_gby lh\ZjZ: ijZdlbq_kdh_ ihkh[b_ / ?.B. FZabedbgZ. – 2-_ba^. – F.: Ba^Zl_evkdh-lhj]h\Zy dhjihjZpby «>Zrdh\ b D», 2012.– C. 4. 140 ih^l\_j`^_gb_ p_gghklb [j_g^Z; ih\urZlv wnn_dlb\ghklv \ha^_ckl\by dZ`^hc khklZ\eyxs_c dhffmgbdZlb\ghc ijh]jZffu; h[_ki_qb\Zlv kh\f_klbfhklv \ha^_ckl\by khklZ\eyxsbo ijh]jZffu. LjZ^bpbhggh dhfie_dk fZjd_lbg]Z beb fZjd_lbg]-fbdk \dexqZ_l \ k_[y q_luj_ we_f_glZ – 4 P: ijh^mdl (Product); p_gZ (Price); dZgZeu jZkij_^_e_gby (Place); ijh^\b`_gb_ (Promotion). ?keb fu ]h\hjbf h ijh^\b`_gbb [j_g^Z, lh jZajZ[hlqbdb ^he`gu m^_eylv fZdkbfmf \gbfZgby \k_f dhffmgbdZpbyf. H[t_dlhf ijh^\b`_gby \ [j_g^bg]_ y\ey_lky [jwg^ dZd dhfie_dkgZy fZjd_lbg]h\Zy kbkl_fZ, bkihevam_fZy \ kh\j_f_gghc ij_^ijbgbfZl_evkdhc ^_yl_evghklb ^ey kha^Zgby ^hihegbl_evguo dhgdmj_glguo ij_bfms_kl\ gZ jugd_, ]^_ kZf lh\Zj – h^gZ ba khklZ\eyxsbo fZjd_lbg] fbdkZ. Lh\Zj. =eZ\gZy hkh[_gghklv jugdZ fhehqghc ijh^mdpbb aZdexqZ_lky \ ki_pbnbd_ kujvy. FhehqgZy ijh^mdpby y\ey_lky kdhjhihjlys_cky b iehoh ljZgkihjlbjm_lky. Wlh ij_^iheZ]Z_l [ukljmx i_j\bqgmx h[jZ[hldm fhehdZ b ^hklZ\dm ^h ihlj_[bl_e_c. “;_eeZdl” fh`_l hkms_kl\eylv ihklZ\dm kmohc fhehqghc ijh^mdpbb. Kmoh_ fhehdh y\ey_lky hkgh\guf ijh^mdlhf \ aZgylbb ijhqguo ihabpbc gZ p_e_\hf jugd_, lZd dZd _]h mgb\_jkZevghklv ^_eZ_l _]h p_gguf ijh^mdlhf ^ey ijhba\h^kl\Z rbjhdh]h Zkkhjlbf_glZ fhehqghc ijh^mdpbb, \dexqZy iblv_\h_ fhehdh. >ey \u\h^Z ebg_cdb ijh^mdlh\ [j_g^Z gZ f_`^mgZjh^guc mjh\_gv bo g_h[oh^bfh klZg^Zjlbabjh\Zlv ih^ f_`^mgZjh^gu_ klZg^Zjlu. AZ^ZqZ dZkZ_lky g_ lhevdh kZfh]h ijh^mdlZ, gh b _]h miZdh\db: nhjfu, ^baZcgZ, jZaf_jZ, fZjdbjh\db — wlh h[e_]qZ_l ijbagZgb_ ijh^mdlZ ihlj_[bl_eyfb aZ jm[_`hf. 141 ^he`gh [ulv hljZ`_gh gZ miZdh\d_ gZ Zg]ebckdhf yaud_. Bkihevamy klZg^Zjlgmx miZdh\dm, dhfiZgby fh`_l gZ wlhf kwdhghfblv agZqbl_evgu_ kj_^kl\Z. JZkkfhljbf [he__ ih^jh[gh ihgylb_ mijZ\e_gb_ ijh^\b`_gb_f. < Zg]ebckdhc ljZgkdjbipbb l_jfbg “ijh^\b`_gb_” a\mqbl dZd “ijhfhmrg”. < kZfhf rbjhdhf agZq_gbb keh\h “ijhfhmrg” hagZqZ_l “ijh^\b`_gb_ \i_j_^”. 102 =hem[dh\Z, ?.G. FZjd_lbg]h\u_ dhffmgbdZpbb: mq_[gbd / ?.G. =hem[dh\Z. –3-_ ba^. – F.: >_eh b K_j\bk, 2011. – K. 7. 142 \hclb \ g_f_pdb_ k_lb. N_^_jZevgh_ ijZ\bl_evkl\h KR: ijbf_gy_l jy^ \g_rg_lhj]h\uo j_]meylb\guo f_j dZd lZjbngh]h, lZd b g_lZjbngh]h oZjZdl_jZ, Z lZd`_ aZ^_ckl\m_l f_oZgbafu Z^j_kgh]h km[kb^bjh\Zgby n_jf_jkdbo ohayckl\ \ p_eyo ih^^_j`db gZpbhgZevguo ijhba\h^bl_e_c b aZsblu \gmlj_gg_]h jugdZ. Ihgb`_gguc lZfh`_gguc lZjbn ^_ckl\m_l \ hlghr_gbb ihklZ\hd \ jZfdZo hij_^_e_gguo bfihjlguo d\hl, dhlhju_ mklZgZ\eb\Zxlky Fbgbkl_jkl\hf lhj]h\eb b dhfbkkb_c ih f_`^mgZjh^ghc lhj]h\e_ KR: gZ _`_]h^ghc hkgh\_ hl^_evgh ^ey dZ`^hc kljZgu-ihklZ\sbdZ. LZdb_ ihklZ\db lj_[mxl ki_pbZevguo bfihjlguo ebp_gabc, dhlhju_ \u^Zxlky Fbgbkl_jkl\hf k_evkdh]h ohayckl\Z KR: _`_]h^gh. Ebp_gabb \u^Zxlky lhevdh ki_pbZebabjh\Zgguf km[t_dlZf ohayckl\h\Zgby, aZj_]bkljbjh\Zgguf ih^ xjbk^bdpb_c KR: b ijhr_^rbf ijh\_jdm Fbgbkl_jkl\Z k_evkdh]h ohayckl\Z KR:. IhklZ\db k\_jo \u^_e_gguo d\hl ih^iZ^Zxl ih^ ih\ur_gguc lZjbn b hkms_kl\eyxlky [_a bfihjlguo ebp_gabc. LZd`_ g_ lj_[m_lky bfihjlguo ebp_gabc ^ey ihklZ\hd fhehqghc ijh^mdpbb ih dhgljZdlZf k ]hkm^Zjkl\_ggufb Z]_glkl\Zfb KR:. «J_deZfZ – gZb[he__ ^hjh]hklhysbc we_f_gl dhfie_dkZ fZjd_lbg]h\uo dhffmgbdZpbc. >ey lh]h qlh[u mkbeby b aZljZlu gZ _z hkms_kl\e_gb_ ijbg_keb g_h[oh^bfuc j_amevlZl, g_h[oh^bf kbkl_fguc b dhfie_dkguc ih^oh^ d ieZgbjh\Zgbx j_deZfguo dZfiZgbc. Hgh ^he`gh ij_^klZ\eylv p_ehklguc eh]bq_kdbc ijhp_kk, khklhysbc ba ke_^mxsbo wlZih\: j_deZfgu_ bkke_^h\Zgby, hij_^_e_gb_ p_e_c j_deZfu, ijbgylb_ j_r_gbc h j_deZfghf h[jZs_gbb, \u[hj kj_^kl\ jZkijhkljZg_gby j_deZfu, jZajZ[hldZ j_deZfgh]h [x^`_lZ, hp_gdZ wnn_dlb\ghklb j_deZfu»103. 103 >mjh\bq, :.I. F_g_^`_j ih j_deZf_ b ijh^\b`_gbx lh\ZjZ / :.I. >mjh\bq, G.B. =jbrdh. – Fbgkd: Kh\j_f_ggZy rdheZ,2010. – K. 41. 143 “;_eeZdl” klZ\bl i_j_^ kh[hc ke_^mxsb_ p_eb b aZ^Zqb: 1) m\_ebq_gb_ ba\_klghklb fZjdb; 2) bfb^`; 3) fhlb\Zpby d ihdmid_; 4) ijhlb\h^_ckl\b_ Zdlb\ghklb dhgdmj_glh\. =h\hjy h ijh^\b`_gbb [j_g^Z g_evay g_ kdZaZlv h dhfie_dkghf \ha^_ckl\bb gZ \hkijbylb_ dhglZdlguo Zm^blhjbc. 104 FZfhglh\, :.:. IjZdlbq_kdbc PR. DZd klZlv ohjhrbf PR-f_g_^`_jhf. <_jkby 3.0. / :.:. FZfhglh\. – KI[.: Ibl_j, 2010. – K. 17. 144 dhg_qgh]h ihlj_[bl_ey; ih^^_j`dZ ijh^Z` kms_kl\mxs_]h ijh^mdlZ + j_deZfgh_ j_Z]bjh\Zgb_ gZ ^_ckl\by dhgdmj_glh\. GZ klZ^bb \g_^j_gby ^he`_g bkihevah\Zlvky lZdhc \b^ \ha^_ckl\by, dZd j_deZfZ. F_`^mgZjh^gZy j_deZfZ — wlh wnn_dlb\guc f_lh^ ijh^\b`_gby [j_g^Z gZ f_`^mgZjh^guc jughd. P_ev j_deZfu — m[_^blv p_e_\mx Zm^blhjbx aZ ij_^_eZfb jh^ghc kljZgu \ g_ij_\ahc^_gguo k\hckl\Zo mgbdZevgh]h ijh^mdlZ beb ebg_cdb ijh^mdlh\, bo ij_bfms_kl\Zo b hkh[_gghklyo. D ij_bfms_kl\Zf j_deZfu fh`gh hlg_klb: \hafh`ghklv ijb\e_q_gby [hevrhc Zm^blhjbb; gbadmx klhbfhklv h^gh]h j_deZfgh]h dhglZdlZ; \ gZebqbb bf__lky [hevrh_ dhebq_kl\h jZaebqguo KFB b fh`gh \u[jZlv gZb[he__ ih^oh^ysb_ ^ey p_e_\uo k_]f_glh\; \hafh`ghklv dhgljhebjh\Zlv kh^_j`Zgb_ khh[s_gby, _]h hnhjfe_gb_, \j_fy \uoh^Z; \hafh`ghklv baf_gylv khh[s_gb_ \ aZ\bkbfhklb hl j_Zdpbb p_e_\h]h k_]f_glZ; \ukhdZy \_jhylghklv lh]h, qlh j_deZfgh_ khh[s_gb_ ^hc^_l ^h ihl_gpbZevgh]h ihlj_[bl_ey; \_jhylghklv lh]h, qlh ihdmiZl_ev ijb^_l d j_r_gbx h ihdmid_ ^h dhglZdlZ g_ihkj_^kl\_ggh k ijh^Z\phf. =eZ\gu_ g_^hklZldb aZdexq_gu \ lhf, qlh: j_deZfgh_ khh[s_gb_ y\ey_lky klZg^Zjlguf, g_]b[dbf; g_l \hafh`ghklb khkj_^hlhqblvky gZ bg^b\b^mZevguo ihlj_[ghklyo deb_glZ; j_deZfgh_ khh[s_gb_ y\ey_lky dhjhldbf; g_dhlhju_ \b^u j_deZfu lj_[mxl [hevrbo bg\_klbpbc; \ jy^_ kemqZ_\ g_h[oh^bfh ^he]h `^Zlv jZaf_s_gby j_deZfgh]h khh[s_gby. Kj_^kl\Z j_deZfu (dZgZeu jZkijhkljZg_gby j_deZfguo ihkeZgbc) \u[bjZxlky lZdbf h[jZahf, qlh[u wnn_dlb\gh ^hklbqv \gbfZgby p_e_\hc Zm^blhjbb. Ijbq_f, hkgh\gufb djbl_jbyfb ijb \u[hj_ dZgZeh\ jZkijhkljZg_gby j_deZfguo ihkeZgbc y\ey_lky h[_ki_q_gby fZdkbfZevgh]h ho\ZlZ p_e_\hc Zm^blhjbb, khhl\_lkl\b_ klhbfhklb jZaf_s_gby j_deZfu k j_deZfguf [x^`_lhf b khhl\_lkl\b_ oZjZdl_jZ j_deZfgh]h khh[s_gby hkh[_gghklyf dZgZeZ. 145 Djhf_ lh]h, \u[hj kj_^kl\ j_deZfu ijhba\h^blky lZdbf h[jZahf, qlh[u h[_ki_qblv g_h[oh^bfuc ]_h]jZnbq_kdbc ho\Zl ihlj_[bl_e_c b `_eZ_fu_ qZklhlm b nhjfm ih^Zqb fZl_jbZeZ. GZ klZ^bb \g_^j_gby lh\ZjZ [m^ml kjZ\gbl_evgh [hevrb_ aZljZlu gZ j_deZfm, ihlhfm qlh dhg_qguc ihlj_[bl_ev _sz ^hklZlhqgh g_ hk\_^hfezg h [j_g^_ b _]h lh\ZjZo b gZ^h ijbeZ]Zlv \k_ mkbeby, qlh[u ihemqblv ijbagZgb_. Klbfmebjh\Zgb_ k[ulZ – fZjd_lbg]h\Zy ^_yl_evghklv, hlebqgZy hl j_deZfu, ijhiZ]Zg^u b ebqguo ijh^Z`, klbfmebjmxsZy ihdmidb ihlj_[bl_e_c b wnn_dlb\ghklv ^be_jh\: \uklZ\db, ^_fhgkljZpbb, jZaebqgu_ g_ih\lhjyxsb_ky k[ulh\u_ mkbeby. Klbfmebjh\Zgb_ k[ulZ bkihevam_lky \ kemqZyo, _keb lj_[m_lky: m\_ebqblv h[t_f ijh^Z` \ djZldhkjhqghf i_jbh^_; ih^^_j`Zlv ijb\_j`_gghklv ihdmiZl_ey hij_^_e_gghc fZjd_, nbjf_; \u\_klb gZ jughd gh\bgdm; ih^^_j`Zlv ^jm]b_ bgkljmf_glu ijh^\b`_gby. GZb[he__ ij_^ihqlbl_evgufb bgkljmf_glZfb klZgml f_jq_g^Zcabg] b^_]mklZpby. F_jq_g^Zcabg] — wlh dhfie_dk f_jhijbylbc ijhba\h^bfuo \ lhj]h\hf aZe_, dhlhju_ gZijZ\e_gu gZ ijh^\b`_gb_ lh]h beb bgh]h lh\ZjZ, fZjdb, \b^Z beb miZdh\db. HilbfZevgh_ jZkiheh`_gb_ lh\ZjZ – wlh kj_^gb_ ihedb, gZ mjh\g_ ]eZa ihdmiZl_e_c. DZd ijZ\beh, lZdb_ f_klZ aZgbfZ_l ijh^mdpby m`_ ba\_klguo b \hklj_[h\Zgguo ij_^ijbylbc. >ey ijh^mdpbb _s_ g_ba\_klguo ij_^ijbylbc ij_^hklZ\eyxlky ihedb gb`gb_, qlh aZljm^gy_l wnn_dlb\gu_ ijh^Z`b. >_]mklZpbb dZd gZb[he__ wnn_dlb\guc kihkh[ agZdhfkl\Z k gh\uf lh\Zjhf beb ijhba\h^bl_e_f p_e_khh[jZagh hkms_kl\eylv g_ lhevdh lZf, ]^_ fhehqgZy ijh^mdpby ijh^Z_lky, gh b \ ^jm]bo h[s_kl\_gguo f_klZo. >_]mklZpby ^Z_l \hafh`ghklv ijhba\h^bl_ex ijh^_fhgkljbjh\Zlv ihlj_[bl_ex k\hc lh\Zj. ;eZ]h^Zjy ^_]mklZpbb, ijhba\h^bl_ev fh`_l ijhbgnhjfbjh\Zlv h k\hckl\Zo, hkh[_gghklyo b ij_bfms_kl\Zo k\h_]h lh\ZjZ. LZd`_ ^_]mklZpby ^Z_l \hafh`ghklv 146 ihlj_[bl_ex hijh[h\Zlv \dmk ijh^mdlh\ iblZgby. Ijhba\h^bl_eb \u^\b]Zxl fgh]h lj_[h\Zgbc d ijhfhml_jZf ^ey ijh\_^_gby ^_]mklZpbc. Ijhfhml_ju ^he`gu ohjhrh agZlv ij_bfms_kl\Z lh\ZjZ, mf_lv ijZ\bevgh b lhqgh hl\_qZlv gZ \hijhk, Z^_d\Zlgh \_klb k_[y \ dhgnebdlguo kblmZpbyo. Ihwlhfm i_j_^ gZqZehf ^_]mklZpbc k ijhfhml_jZfb ijh\h^yl lj_gbg]b. Ihfbfh wlh, dZ`^Zy ^_]mklZpby ^he`gZ ijh\h^blky ijhfhml_jZfb, h^_lufb \ yjdmx ijhfhh^_`^m k dhjihjZlb\ghc kbf\hebdhc. Ih^\h^y blh] wlbf jZafure_gbyf, k^_eZ_f ke_^mxsb_ \u\h^u. 147 148 GbdheZc GbdheZ_gdh 105 HgZk [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.slodych.by 149 ihevah\Zlvky ih\ur_gguf ihdmiZl_evkdbf kijhkhf m ihlj_[bl_e_c ba-aZ \ukhdh]h klZ[bevgh]h dZq_kl\Z b ^hklmighc p_gu. Hlebqbl_evgufb hkh[_gghklyfb i_q_gvy lhj]h\hc fZjdb “Keh^uq” y\eyxlky [h]Zlkl\h j_p_ilmju, k^h[ghklv, jZkkuiqZlhklv, ojmklysZy kljmdlmjZ, jZaghh[jZagu_ gZlmjZevgu_ ^h[Z\db, kh^_j`Zsb_ \blZfbgu b fbg_jZeu, hlkmlkl\b_ dhgk_j\Zglh\. Ijb ijhba\h^kl\_ i_q_gvy bkihevamxlky lhevdh gZlmjZevgu_ bg]j_^b_glu, \k_ wlZiu ijhba\h^kl\_ggh]h ijhp_kkZ, ihklmiZxs__ kujv_ b ]hlh\Zy ijh^mdpby ijhoh^yl lsZl_evguc eZ[hjZlhjguc dhgljhev. Klbfmebjh\Zgb_ k[ulZ y\ey_lky dexq_\uf we_f_glhf fZjd_lbg]h\uo dhffmgbdZpbc b aZdexqZ_lky \ ijbf_g_gbb jZaghh[jZaguo, ij_bfms_kl\_ggh djZldhkjhqguo, ih[m^bl_evguo kj_^kl\, ijba\Zgguo mkdhjblv beb m\_ebqblv ijh^Z`b hl^_evguo lh\Zjh\ beb mkem] ihlj_[bl_eyf beb lhj]h\uf ij_^ijbylbyf. Ij_`^_ \k_]h, g_h[oh^bfu hjb]bgZevgu_ b^_b ^ey ^bnn_j_gpbjh\Zgby fZjhd, dhlhju_ kh^_ckl\h\Zeb [u mdj_ie_gbx bfb^`Z ijhba\h^bl_ey. H^gZdh gZebqb_ h]jZgbq_gbc gZ j_deZfgmx ^_yl_evghklv ijb\_eh d i_j_f_s_gbx Zdp_glh\ \ dhfie_dk_ ijh^\b`_gby lh\Zjh\ gZ klbfmebjh\Zgb_ k[ulZ. 106 Ju[q_gdh, K.:. F_lh^u klbfmebjh\Zgby k[ulZ: mq_[gh_ ihkh[b_ / K.:. Ju[q_gdh, L.<. ?\klb]g__\Z. – Mevygh\kd: Me=LM, 2007. – C. 11. 150 DZq_kl\h dhg^bl_jkdbo ba^_ebc h[_ki_qb\Z_lky kljh]bf \oh^guf dhgljhe_f kujvy, g_mdhkgbl_evguf kh[ex^_gb_f l_ogheh]bb, eZ[hjZlhjguf dhgljhe_f \ ijhp_kk_ ijhba\h^kl\Z b \uoh^guf dhgljhe_f ]hlh\hc ijh^mdpbb. 151 “Keh^uq” \ gZklhys__ \j_fy y\ey_lky h^gbf ba kZfuo ba\_klguo \ ;_eZjmkb [jwg^h\ \ ]jmii_ “Dhg^bl_jkdb_ ba^_eby. I_q_gv_”. M `bl_e_c LZbeZg^Z knhjfbjh\Zgh iheh`bl_evgh_ \hkijbylb_ dhg^bl_jkdhc ijh^mdpbb aZjm[_`gh]h ijhba\h^kl\Z. Bf_ggh k ihfhsvx ^Zgguo mklhcqb\uo ij_^klZ\e_gbc fh`_l ihabpbhgbjh\Zlvky ijh^mdpby \ gh\hc miZdh\d_. Ijb wlhf kem`[Z fZjd_lbg]Z ^he`gZ ihklhyggh bamqZlv k\hckl\Z b h[jZa ijh^mdpbb dhgdmj_glh\ b hp_gb\Zlv iheh`_gb_ k\h_]h lh\ZjZ gZ jugd_. D hkgh\guf nZdlhjZf mki_oZ dhg^bl_jkdbo ba^_ebc ihlj_[bl_eb hlghkyl: dZq_kl\h, mgbdZevghklv, \g_rgbc \b^ ijh^mdpbb b mf_gb_ __ ijh^Zlv. Ijh^mdpby nZ[jbdb fh`_l ihevah\Zlvky ih\ur_gguf ihdmiZl_evkdbf kijhkhf m ihlj_[bl_e_c ba-aZ \ukhdh]h klZ[bevgh]h dZq_kl\Z (\ khhl\_lkl\bb k lj_[h\Zgbyfb f_`^mgZjh^gh]h klZg^ZjlZ BKH-9001 – 2001) b ^hklmighc p_gu. < dZq_kl\_ bklhqgbdh\ bgnhjfZpbb h dhgdmj_glghc kblmZpbb gZ jugd_ ^he`gu bkihevah\Zlvky g_ lhevdh j_amevlZlu bkke_^h\Zgbc kh[kl\_gguo hl^_eh\ fZjd_lbg]h\uo bkke_^h\Zgbc, gh b hlau\u lhj]h\eb, ^bkljb[vxlhjh\, ^Zggu_ fZjd_lbg]h\uo Z]_glkl\. LZdbf h[jZahf, ]jZfhlgZy fZjd_lbg]h\Zy iheblbdZ, dhlhjZy \dexqZ_l \ k_[y Zdlb\gh ijh\h^ysmxky j_deZfgmx dhfiZgbx b ihklhyggh m\_ebqb\Zxsbcky Zkkhjlbf_gl ij_^eZ]Z_fhc ijh^mdpbb, iha\hebl nZ[jbd_ “Keh^uq” ijhqgh aZgylv eb^_jkdb_ ihabpbb. Ijh^\b`_gb_. «J_deZfZ b klbfmebjh\Zgb_ g_hl^_ebfu ^jm] hl ^jm]Z, dZd b hklZevgu_ f_jhijbylby dhfie_dkZ fZjd_lbg]h\uo dhffmgbdZpbc. < lh `_ \j_fy dhfie_dk klbfmebjh\Zgby bf__l kZfhklhyl_evgh_ agZq_gb_ ^ey ijh^\b`_gby lh\ZjZ, lZd`_ dZd b k\yab k h[s_kl\_gghklvx. Fh`gh kdZaZlv, qlh k\yab k h[s_kl\_gghklvx b klbfmebjh\Zgb_ k[ulZ dhg_qguf ihdmiZl_eyf – hkh[uc ij_^f_l dhffmgbdZpbhggh]h khh[s_gby \ kbkl_f_ fZjd_lbg]h\uo 152 dhffmgbdZpbc»107. ;mjgh_ jZa\blb_ klbfmebjh\Zgby k[ulZ fh`gh h[tykgblv m\_ebq_gb_f qbkeZ ihdmihd, kh\_jrZ_fuo bfimevkb\gh. Klbfmebjh\Zgb_ k[ulZ ijbh[j_lZ_l \k_ [hevrmx j_ki_dlZ[_evghklv. Ijhbkoh^bl jhkl qbkeZ aZljZl gZ j_deZfm b aZkbeb_ j_deZfu \ kj_^kl\Zo fZkkh\hc bgnhjfZpbb. KhdjZs_gb_ \j_f_gguo ]hjbahglh\, klj_fe_gb_ j_adh ih\ukblv h[t_fu k[ulZ aZ kq_l ijbf_g_gby klbfmebjh\Zgby k[ulZ h[mkeh\e_gh jhklhf dhgdmj_gpbb b h[s_c l_g^_gpb_c d khdjZs_gbx kjhdZ kem`[u lh\Zjh\. F_`^mgZjh^gZy j_deZfZ – wlh wnn_dlb\guc f_lh^ ijh^\b`_gby [j_g^Z gZ f_`^mgZjh^guc jughd. P_ev j_deZfu – m[_^blv p_e_\mx Zm^blhjbx aZ ij_^_eZfb jh^ghc kljZgu \ g_ij_\ahc^_gguo k\hckl\Zo mgbdZevgh]h ijh^mdlZ beb ebg_cdb ijh^mdlh\, bo ij_bfms_kl\Zo b hkh[_gghklyo. Kh\hdmighklv \k_o jZkoh^h\ H:H “Dhg^bl_jkdZy nZ[jbdZ “Keh^uq” khklZ\ey_l k_[_klhbfhklv ijh^mdpbb. «D hkgh\guf q_jlZf kbkl_fu klbfmebjh\Zgby k[ulZ ke_^m_l hlg_klb ijb\e_dZl_evghklv, bgnhjfZlb\ghklv, fgh]hh[jZab_ kj_^kl\ b ijb_fh\, djZldh\j_f_gguc oZjZdl_j wnn_dlZ. WlZiu ijh\_^_gby f_jhijbylbc ih klbfmebjh\Zgbx k[ulZ \dexqZxl: nhjfmebjh\Zgb_ p_e_c dZfiZgbb, ZgZeba oZjZdl_jbklbd lh\ZjZ, y\eyxs_]hky ij_^f_lhf dhffmgbdZpbb, hij_^_e_gb_ oZjZdl_jbklbd p_e_\hc Zm^blhjbb, \u[hj kj_^kl\ b ijb_fh\ klbfmebjh\Zgby k[ulZ, hij_^_e_gb_ [x^`_lZ, hl[hj b ih^]hlh\dZ ijhfhml_jh\, jZajZ[hldZ khimlkl\mxsbo f_jhijbylbc \ kn_j_ ^jm]bo kj_^kl\, j_ZebaZpby f_jhijbylbc, ZgZeba wnn_dlb\ghklb dZfiZgbb»108. Qlh[u knhjfmebjh\Zlv p_eb klbfmebjh\Zgby k[ulZ, jZajZ[hlqbdb ^he`gu mqblu\Zlv ^\Z nZdlhjZ: qlh ij_^klZ\ey_l ba 107 FZabedbgZ, ?.B. MijZ\e_gb_ dhgdmj_glhkihkh[ghklvx: mq_[gh_ ihkh[b_ / ?.B. FZabedbgZ. – F.: Hf_]Z-E, 2009. – K. 64. 108 ;Z]b_\, =.E. FZjd_lbg]: mq_[gbd ^ey \mah\ / =.E. ;Z]b_\, <.F. LZjZk_\bq. – 3-_ ba^. – KI[.: Ibl_j, 2007. – K. 45. 153 k_[y Zm^blhjby b dZdhc ih^oh^ ijbf_gblv – Zdlb\guc beb j_Zdlb\guc. 154 agZqbfhklvx. 109 ;_jdmlh\Z, L.:. FZjd_lbg]h\u_ dhffmgbdZpbb: mq_[gh_ ihkh[b_ / L.:. ;_jdmlh\Z. – Jhklh\ g/> : N_gbdk, 2008. – 254 k. 155 fZl_jbZevguo, ljm^h\uo b nbgZgkh\uo j_kmjkh\, dZq_kl\h jZ[hlu hl^_evguo jZ[hlgbdh\ b jmdh\h^kl\Z \ p_ehf. LZdbf h[jZahf, \ j_amevlZl_ ijh\_^_ggh]h bkke_^h\Zgby fh`gh k^_eZlv ke_^mxsb_ \u\h^u. 156 :e_dk_c IhlZih\ NhjfmeZ j_deZfgh]h ijh^\b`_gby ijh^mdpbb ij_^ijbylby «Dh\ju ;j_klZ» gZ jughd Bg^bb Hldjulh_ Zdpbhg_jgh_ h[s_kl\h “Dh\ju ;j_klZ” – ijhba\h^bl_ev dh\jh\uo ba^_ebc \ J_kim[ebd_ ;_eZjmkv. ;j_klkdbc dh\jh\uc dhf[bgZl gZqZe k\hx jZ[hlm \ 1960 ]h^m. I_j\hgZqZevgh ij_^ijbylb_ ki_pbZebabjh\Zehkv gZ \uimkd_ e_glhqguo dh\jh\. < gZqZe_ 1980-o ]h^h\ a^_kv [ueZ ijh\_^_gZ j_dhgkljmdpby b jZkrbj_gh ijhba\h^kl\h. Dhf[bgZl klZe djmig_crbf ijhba\h^bl_e_f ^\moihehlguo `ZddZj^h\uo dh\jh\ \ ?\jhi_. «K_]h^gy ij_^ijbylb_ ki_pbZebabjm_lky gZ \uimkd_ 5-, 6- b 8-fb p\_lguo `ZddZj^h\uo dh\jh\ k ^\mo- b lj_omlhqguf aZdj_ie_gb_f \hjkh\uo imqdh\, kiehlghklvx\hjkh\uoimqdh\hl 114 700 ^h 405 800 gZ 1 d\.f_lj»110. H^gbf ba ij_bfms_kl\ ij_^ijbylby y\ey_lky lh, qlh dh\ju, ^hjh`db b gZihevgu_ dh\jh\u_ ihdjulby bf_xl \ dhj_gghc b gZklbehqghc hkgh\_ gZlmjZevgh_ kujv_ – oehiqZlh[mfZ`gmx, evgygmx b ^`mlh\mx ijy`b. DhfiZgby ij_^eZ]Z_l rbjhdbc Zkkhjlbf_gl nhjfu dh\jh\: h[uqgmx – \ \b^_ ijyfhm]hevgbdZ; h\Zeu bdjm]b; 8-]jZggbdb. DZq_kl\h ijh^mdlZ H:H “Dh\ju ;j_klZ” [ueh ijbagZgh b gZ f_`^mgZjh^ghf mjh\g_. 110 Dhff_jq_kdh_ ij_^eh`_gb_ hl H:H «Dh\ju ;j_klZ» [We_dljhgguc j_kmjk]. – 2015. – URL: http://plavsk.tulobl.ru/administration/structure/parts/comitet/komitet_po_voprosam_imu schestvennih_otnosheniy/informatsiya_dlya_predprinimateley 157 ij_^ijbylbx \uclb gZ jugdb Jhkkbckdhc N_^_jZpbb, Ihevrb, MdjZbgu, Fhe^h\u, Keh\Zdbb, Q_obb, ;he]Zjbb, <_g]jbb, Jmfugbb. < 2011 ]h^m “Dh\ju ;j_klZ” aZdj_ibebkv gZ jugdZo :jf_gbb b DZaZoklZgZ. Ij_^ijbylb_ mqZkl\m_l \ jZaebqguo f_`^mgZjh^guo \uklZ\dZo. H^gZ ba g_^Z\gbo – XXXV F_`^mgZjh^gZy \uklZ\dZ-yjfZjdZ “;_eL?DKe_]ijhf. Hk_gv 2014” ih hilh\hc ijh^Z`_ lh\Zjh\ e_]dhc b l_dklbevghc ijhfure_gghklb, dhlhjZy ijhreZ \ Fbgkd_. AZ ihke_^gb_ 15 e_l H:H “Dh\ju ;j_klZ” mqZkl\h\Zeh \ lZdbo \uklZ\dZo, dZd “Ih\he`v_-2003”, “;j_kl-Kh^jm`_kl\h-2002”, VII GZpbhgZevgZy \uklZ\dZ J_kim[ebdb ;_eZjmkv \ J_kim[ebd_ DZaZoklZg (2013). < ^_dZ[j_ 2009 ]h^Z \ Jb]_ ijhreZ dhgn_j_gpby “;_ehjmkkdh- eZl\bckdh_ j_]bhgZevgh_ khljm^gbq_kl\h”, ]^_ [ueb ij_^klZ\e_gu b “Dh\ju ;j_klZ”. « 111 @md, ?. >bj_dlhj H:H «Dh\ju ;j_klZ»: GZ^h_eh kfhlj_lv, qlh a^_kv l\hjblky / ?. @md // [We_dljhgguc j_kmjk]. – 2013. – URL: http://finance.tut.by/news333697.html 112 ;_eZkbg, ?. “Dh\ju ;j_klZ” ^he_l_eb ^h [Zgdjhlkl\Z. H[ wlhf reZ j_qv gZ kh[jZgbb Zdpbhg_jh\ / ?. ;_eZkbg // ;j_klkdbc dmjv_j. – 2015.– 19 n_\j. 158 “Dh\ju ;j_klZ” gZ gh\u_ jugdb. H^gbf ba lZdbo ihl_gpbZevguo jugdh\ y\ey_lky bg^bckdbc. Ihke_ ^_kylbe_lby wdhghfbq_kdbo j_nhjf wdhghfbq_kdbc jhkl Bg^bb hklZzlky ih-ij_`g_fm fhsguf, Z[x^`_lgZyiheblbdZ gZijZ\e_gZ gZ khdjZs_gb_ ^_nbpblZ b k^_j`b\Zgb_ bgneypbb. «”GE Kapital” gZau\Z_l wlm kljZgm mgbdZevghc, “PepsiCo” gZoh^bl __ kZfhc [ukljhjZklms_c, Z “Motorola” m\_j_gZ, qlh hgZ ij_\jZlblky \ ]eh[Zevguc bklhqgbd»113. Hi_jZpbb gZ l_jjblhjbb Bg^bb aZgyeb p_gljZevgmx ihabpbx \ ]eh[Zevghc ^_yl_evghklb wlbo ]b]Zglh\. ;hevrhc jughd k[ulZ – wlh dZd jZa lh, gZ qlh gZp_e_gu b “Dh\ju ;j_klZ”. Jughd dh\jh\uo ba^_ebc \ Bg^bb rbjhd b jZaghh[jZa_g. H^gZdh kZfu_ ihimeyjgu_ fZl_jbZeu, ba dhlhjuo ba]hlZ\eb\Zxlky dh\ju, – wlh r_jklv, rzed, r_jklv b rzed h^gh\j_f_ggh, \bkdhaZ, f_jbghkh\Zy r_jklv, rzed b ihebwkl_j. “Dh\ju ;j_klZ” fh]ml ij_^eh`blv mgbdZevguc ijh^mdl – dh\ju ba oehidZ b evgZ. < Bg^bb ih\urZ_lky mjh\_gv nbgZgkh\hc h[_ki_q_gghklb kj_^g_]h deZkkZ. Dlhfm`_ “McKinsey Global Institute” kijh]ghabjh\Ze, qlh \ «Bg^bb d 2025 ]h^m kj_^gbc deZkk \ujZkl_l ^h 41% gZk_e_gby»114. : wlh b _klv p_e_\Zy Zm^blhjby “Dh\jh\ ;j_klZ”. P_gh\Zy iheblbdZ dhfiZgbb jZkkqblZgZ gZ ex^_c k ^hklZldhf. Klhbfhklv [_ehjmkkdh]h ijh^mdlZ fh`_l [ulv gb`_ bg^bckdbo ZgZeh]h\ aZ kq_l bkihevah\Zgby [he__ ^_r_\h]h gZlmjZevgh]h kujvy (ezg b oehihd). Wdhghfbq_kdh_ jZa\blb_ Bg^bb g_jZ\ghf_jgh. Kbevg__ wdhghfbq_kdb jZa\bl x] kljZgu b ijb[j_`gu_ j_]bhgu. Ihwlhfm [hevrb_ \hafh`ghklb ij_^eh`blv k\hb ijh^mdlu jZklms_fm kj_^g_fm deZkkm _klv \ lZdbo ]hjh^Zo, dZd Fmf[Zb, :ofZ^Z[Z^, 113 WdhghfbdZ Bg^bb. Bg^by \ kh\j_f_gghc fbjh\hc wdhghfbd_ [We_dljhgguc j_kmjk]. – 2011. – URL: http://www.ereport.ru/articles/weconomy/india.htm 114 LZf `_. 159 ;Zg]Zehj. D lhfm `_ ijb[j_`gh_ jZkiheh`_gb_ jugdh\ k[ulZ hljZablky b gZ kihkh[_ ihklZ\db lh\Zjh\ – wlh fh`_l [ulv fhjkdhc ljZgkihjl. Bg^by jZkiheZ]Z_l [hevrhc bgnjZkljmdlmjhc \ \b^_ jZa\blhc ]jZ`^Zgkdhc Z\bZpbb, `_e_aguo ^hjh], ^hjh`ghc k_lb, i_j_^Zqb ^Zgguo, \ujZ[hldb b jZkij_^_e_gby wg_j]bb, bf__l h^gm ba kZfuo [hevrbo ^hjh`guo k_l_c \ fbj_. Wlhl nZdl iha\hey_l kljhblv ^he]hkjhqgu_ ieZgu \ hlghr_gbb bg^bckdh]h jugdZ ihke_ aZdj_ie_gby gZ gzf «Dh\jh\ ;j_klZ». < i_jki_dlb\_ fh`gh ihklZ\eylv lh\Zju b \]em[v kljZgu, gZ k_\_j. GZijbf_j, \Em^obZgm, Gvx->_eb, DZgimj, >`Zcimj. «Bg^bckdb_ ihlj_[bl_eb dZq_kl\_ggh]h b ij_klb`gh]h k_]f_glZ, \ aZ\bkbfhklb hl f_klZ `bl_evkl\Z, \hajZklZ, h[jZah\Zgby b mjh\gy ^hoh^Z, hlebqZxlky h[jZahf fure_gby, `_eZgb_f ijbh[j_lZlv b kihkh[Zfb ihdmihd ij_^f_lh\ deZkkZ exdk. Hgb h[eZ^Zxl agZqbl_evgufb kj_^kl\Zfb, gh g_ jZa[jZku\Zxlky bfb. Bg^bckdb_ ihlj_[bl_eb lj_[h\Zl_evgu d lhfm, qlh h`b^Zxl hl \u[jZggh]h ^hjh]h]h [j_g^Z beb ijh^mdlZ»115. Bg^bcpu klZeb [he__ hldjulufb ^ey jZkoh^h\ ihke_ eb[_jZebaZpbb \ 1990-o, g_kfhljy gZ hkh[_gghklb f_glZebl_lZ. Fheh^h_ ihdhe_gb_ m`_ g_ agZ_l, qlh lZdh_ ^_nbpbl b bf__l ^hklZlhqgh jZ[hqbo f_kl, ihwlhfm hgb gZkljh_gu gZ ihlj_[e_gb_ b g_ ohlyl gb \ q_f k_[_ hldZau\Zlv. K ^jm]hc klhjhgu, klZjr__ ihdhe_gb_, g_ ba[Zeh\Zggh_ ij_^f_lZfb jhkdhrb, ohq_l k_[y ihjZ^h\Zlv. J_deZfgZy dhfiZgby “Dh\jh\ ;j_klZ” ^he`gZ mqblu\Zlv \k_ wlb hkh[_gghklb f_glZebl_lZ, k^_eZ\, gZijbf_j, ]eZ\guf ]_jh_f jhebdZ – fheh^h]h q_eh\_dZ, hnbkgh]h jZ[hlgbdZ. Bg^bckdbo ihlj_[bl_e_c, [_amkeh\gh, bgl_j_kmxl ijh^mdlu ihimeyjguo f_`^mgZjh^guo [j_g^h\, gh ijb wlhf \ gbo ^he`gZ ijbkmlkl\h\Zlv, qlh gZau\Z_lky, 115 JZa\blb_ exdkh\h]h jugdZ \ Bg^bb [We_dljhgguc j_kmjk]. – 2012. – URL: http://www.fashionunited.ru/78-fashion/3330-razvitie-lyuksovogo-rynka-v-indii.html 160 “ijb\yadZ d f_klghklb”. LZdbf h[jZahf, ^he`gu [ulv ij_^klZ\e_gu dh\ju k mijhs_gguf bg^bckdbf hjgZf_glhf. D lhfm `_ [_ehjmkkdZy dhfiZgby fh]eZ [u ij_^eh`blv dh\ju gZkl_ggu_, ^_dhjZlb\gu_, ki_pbZevgu_ – ^ey kehgh\, gZijbf_j, pbjdh\u_. 161 162 :e_dk_c IhlZih\ :dlmZevgu_ \hijhku j_deZfgh]h ijh^\b`_gby ijh^mdpbb «Stadler» gZ jughd Jhkkbb A:H “RlZ^e_j Fbgkd” y\ey_lky kh\f_klguf [_ehjmkkdh- r\_cpZjkdbf ij_^ijbylb_f ih \uimkdm we_dljhih_a^h\. 163 NZgbihe_. Ijhba\h^kl\_ggZy fhsghklv: gZ i_j\hf wlZi_ – 18 ih_a^h\ lbiZ Flirt b Kiss, gZ ke_^mxsbo wlZiZo – ^h 30 ih_a^h\, hdheh 100 ljZf\Z_\, 5-7 khklZ\h\ f_ljh116. < ^Zgguc fhf_gl dhfiZgby klZeZ ^h\hevgh magZ\Z_fhc, [eZ]h^Zjy we_dljhih_a^Zf FLIRT, dhlhju_ m`_ dmjkbjmxl gZ ]hjh^kdbo b j_]bhgZevguo ebgbyo [bag_k-deZkkZ ;_ehjmkkdhc `_e_aghc ^hjh]b. M`_ \ 2011—2012 ]h^Zo[uehihklZ\e_gh 10 we_dljhih_a^h\, wdkiemZlbjmxsboky gZ ebgbyo ;@>, b k_cqZk h[tzfu ihklZ\hd g_mdehggh jZklml, Z i_j\uc kh[kl\_gguc imkdh\hc dhfie_dk ih k[hjd_ ih_a^h\ \ ;_eZjmkb gZqZe k\hx jZ[hlm \ dhgp_ 2014 ]h^Z. <_kghc 2016-]h we_dljhih_a^Z Stadler FLIRT [m^ml dmjkbjh\Zlv ih gh\uf wdkij_kk fZjrjmlZf "F_`j_]bhgZevgu_ ebgbb [bag_k-deZkkZ" Fbgkd – =hf_ev b Fbgkd – ;j_kl ([_ahklZgh\hqgh). L_f \j_f_g_f j_]bhgZevgu_ we_dljbqdb wlh]h deZkkZ m`_ wdkiemZlbjmxl hi_jZlhju :e`bjZ, <_g]jbb, =_jfZgbb, BlZebb, Ghj\_]bb, Ihevrb, Nbgeyg^bb, Q_obb, Wklhgbb. Kh\f_klguc ijh_dl R\_cpZjbb b ;_eZjmkb ih ijhba\h^kl\m we_dljhih_a^h\ gh\h]h ihdhe_gby klZg_l g_ lhevdh gh\uf keh\hf \ fh^_jgbaZpbb gZpbhgZevguo `_e_aguo ^hjh], gh b fh`_l \u\_klb kljZgm gZ gh\uc wdhghfbq_kdbc mjh\_gv, \dexqb\ ;_eZjmkv \ kibkhd kljZg-wdkihjl_jh\ kh\j_f_gghc iZkkZ`bjkdhc `_e_agh^hjh`ghc l_ogbdb beb, ih djZcg_c f_j_, kljZg-ihkj_^gbdh\ \ wlhc kn_j_. H^bg ba gZb[he__ agZdhfuo b ih^oh^ysbo jugdh\ ^ey ;_eZjmkb – jhkkbckdbc – fh`_l klZlv i_j\hc wdkihjlgh-bfihjlghc iehsZ^dhc ^ey khljm^gbq_kl\Z ^\mo kljZg \ kn_j_ iZkkZ`bjkdh]h `_e_agh^hjh`gh]h ljZgkihjlZ. Jhkkbckdbc hi_jZlhj H:H "J@>" jZkkfZljb\Ze \hafh`ghklv bkihevah\Zgby ^\mowlZ`guo ih_a^h\ Stadler ^ey ijb]hjh^guo `_e_agh^hjh`guo i_j_\hahd. DhfiZgby 116 A:H «RlZ^e_j Fbgkd» [We_dljhgguc j_kmjk]. – 2015. – URL: http://fanipol.net/business/business.php?id=17 164 aZijhkbeZ m r\_cpZjkdh]h ijhba\h^bl_ey l_ogbq_kdb_ ^Zggu_, qlh[u bamqblv p_e_khh[jZaghklv bkihevah\Zgby ^\mowlZ`guo ih_a^h\ ^ey ijb]hjh^gh]h khh[s_gby. Ih keh\Zf kZfbo r\_cpZjp_\, p_gZ ihklZ\db [m^_l aZ\bk_lv hl dhfie_dlZpbb ih_a^h\ b h[t_fZ aZdZaZ, Z\ kemqZ_ aZdexq_gby dhgljZdlZ ih_a^Z [m^ml ijhba\h^blvky \ [_ehjmkkdhf NZgbihe_. Dkeh\m, Stadler m`_ ihklZ\ey_l \ Jhkkbx iZkkZ`bjkdb_ we_dljhih_a^Z: \fZ_ 2013 ]h^Z r\_cpZjkdbc ijhba\h^bl_ev \ub]jZe dhgljZdl HHH ":wjhwdkij_kk" gZ ihklZ\dm 25 ^\mowlZ`guo ih_a^h\ fh^_eb KISS. Klhbfhklv dhgljZdlZ gZ ijhba\h^kl\h 118 \Z]hgh\ khklZ\ey_l 685 feg _\jh, k mq_lhf hipbhgh\, G>K b lZfh`_gguo ihrebg. Kh]eZkgh dhgljZdlm Stadler ihklZ\bl jhkkbckdhfm i_j_\haqbdm i_j\u_ q_luj_ ih_a^Z r\_cpZjkdhc k[hjdb, hklZevgZy iZjlby – 21 ih_a^ – [m^_l kh[jZgZ gZ aZ\h^_ Stadler \ J_kim[ebd_ ;_eZjmkv. Ijyfuf dhgdmj_glhf [_ehjmkkdh-r\_cpZjkdh]h ijh_dlZ \ Jhkkbb y\ey_lky g_f_pdZy \Z]hghkljhbl_evgZy dhfiZgby Siemens, dhlhjZy hkms_kl\ey_l ihklZ\dm \ kljZgm ohjhrh ba\_klguo “KZikZgh\” ^ey jhkkbckdbo \ukhdhkdhjhklguo ebgbc. =eZ\gh_ ij_bfms_kl\h Stadler \kjZ\g_gbbk Siemens aZdexqZ_lky \ lhf, qlh ihke_ aZ\_jr_gby kljhbl_evkl\Z [_ehjmkkdh]h aZ\h^Z dhfiZgbb \ NZgbihe_ b ihklZgh\d_ fhsghkl_c gZ ihlhd Stadler kfh`_l ij_^hklZ\blv \hafh`ghklv ijhba\h^kl\Z khklZ\h\ \ dhjhldb_ kjhdb b ihklZ\db ih p_gZf, [he__ gbadbf, g_`_eb bfihjl bf_e [u f_klh ba ?\jhiu (\ lhf qbke_ b aZ kqzl hldjulhc ]jZgbpu Jhkkbb b ;_eZjmkb). Ijb wlhf dZq_kl\h, dZd ehdhfhlb\h\, lZd b ih^\b`gh]h khklZ\Z, hklZzlky \iheg_ k_[_ “_\jhi_ckdbf”. Qlh dZkZ_lky \gmlj_ggbo dhgdmj_glh\ gZ l_jjblhjbb kZfhc Jhkkbb, lh hgb ij_^klZ\e_gu ihjy^dZ 20 aZ\h^Zfb b p_oZfb ih ijhba\h^kl\m \Z]hgh\ b ehdhfhlb\h\, h^gZdh hgb “aZlhq_gu” ih^ 165 \uimkd g_kdhjhklguo “deZkkbq_kdbo” \b^h\ `_e_agh^hjh`gh]h ljZgkihjlZ, g_ jZkkqblZgguo gZ gZebqb_ \ukhdhl_ogheh]bqgh]h h[hjm^h\Zgby \ ijh^mdpbb. Ih wlhc ijbqbg_ \ ^Zgghf k_]f_gl_ jugdZ hgb g_dhgdmj_glhkihkh[gu, qlh, \ ijbgpbi_, bh[tykgy_l g_h[oh^bfhklv jhkkbckdbo ljZgkihjlgbdh\ aZdZau\Zlv kdhjhklgu_ ih_a^Z \ ?\jhi_. Ke_^mxsbf imgdlhf \ ijhba\h^kl\_gghc ^_yl_evghklb Stadler \ ;_eZjmkb, dZd ke_^kl\b_, khljm^gbq_kl\Z k Jhkkb_c klZgml f_ljhih_a^Z. >ey kijZ\db aZf_lbf, qlh hkgh\guf ihklZ\sbdhf f_ljhkhklZ\h\ ^ey ;_eZjmkb y\ey_lky fulbsbgkdbc “F_ljh\Z]hgfZr”, m dhlhjh]h [_ehjmkkdZy klhjhgZ aZdmiZ_l \Z]hgu f_ljh deZkkbq_kdh]h klZjh]h h[jZapZ, dZdbo fgh]h b \ fhkdh\kdhc, b\ db_\kdhc, b \ ex[hc ^jm]hc ih^a_fd_ gZ ihklkh\_lkdhf ijhkljZgkl\_. Hldjulb_ gh\h]h r\_cpZjkdh]h \Z]hghkljhbl_evgh]h ij_^ijbylby \ NZgbihe_, dZd ieZgbjm_lky, ^Zkl gh\uc lheqhd jZa\blbx Fbgkdh]h f_ljhihebl_gZ: “RlZ^e_j” \uimklbl ijbgpbibZevgh gh\uc khklZ\ ^ey klhebqgh]h f_ljh. Ih djZcg_c f_j_, h[ wlhf \ fZjl_ 2015 ]h^Z aZy\be gZqZevgbd ljZgkihjlgh]h \_^hfkl\Z J. Xj_gy: «K_cqZk gZ H:H “RlZ^e_j Fbgkd” b^_l jZajZ[hldZ dhgkljmdlhjkdhc ^hdmf_glZpbb gh\uo khklZ\h\ ^ey 3-c ebgbb f_ljh. >h lh]h, dZd hldjh_lky i_j\uc __ mqZklhd, hiulguc h[jZa_p h[dZlZ_f gZ ^_ckl\mxs_f f_ljhihebl_g_. >mfZx, wlh ijhbahc^_l \ 2016 ]h^m. Wlb ih_a^Z [m^ml hlebqZlvky hl gug_rgbo ih [hevrbgkl\m iZjZf_ljh\ b oZjZdl_jbklbd. Dmah\ ba Zexfbgby, ijbgpbibZevgh gh\Zy l_e_`dZ gZ ig_\fhih^\_kd_, mkh\_jr_gkl\h\Zggu_ lhjfhaZ, we_dljhgguc ijb\h^ k ijbf_g_gb_f ^\b]Zl_e_c i_j_f_ggh]h lhdZ. ;he__ ieZ\gu_ jZa]hg b lhjfh`_gb_. 166 ihke_^g_]h \Z]hgZ. : kjhd wdkiemZlZpbb, gZ dhlhjuc hgb [m^ml jZkkqblZgu, – g_ 30, Z 40 e_l»117. :gZeh]bqgu_ fh^_eb ih_a^h\ bkihevamxlky \ [_jebgkdhf f_ljh. <\b^m lh]h, qlh ijh^Z`Z `_e_agh^hjh`gh]h ljZgkihjlZ – wlh ^h\hevgh ki_pbnbq_kdZy kn_jZ, jZkkqblZggZy gZ dhgdj_lguo ijhnbevguo aZdZaqbdh\, j_deZfm l_ogbdb p_e_khh[jZagh hkms_kl\eylv g_ ih l_e_\b^_gbx beb q_j_a [Zgg_ju, ZgZij_kk- dhgn_j_gpbyo b ij_a_glZpbyo k ijb\e_q_gb_f f_`^mgZjh^guo ki_pbZebklh\. HilbfZevguc f_lh^ ^hklZ\db \Z]hgh\ – `_e_agh^hjh`guc ljZgkihjl. BlZd, ijhZgZebabjh\Z\ hkh[_gghklb jugdZ bfihjlZ iZkkZ`bjkdbo ih_a^h\ b f_ljhih_a^h\ gh\h]h ihdhe_gby, ke_^m_l hlf_lblv, qlh wlh ^h\hevgh i_jki_dlb\gZy kn_jZ, dhlhjZy iha\hey_l ijh^\bgmlv ]hkm^Zjkl\_ggmx wdhghfbdm b ihagZdhfblvky k aZjm[_`gufb l_ogheh]byfb, qlh[u gZqZlv ijhba\h^blv kh[kl\_ggmx l_ogbdm. 117 Stadler \uimklbl ih^\b`ghc khklZ\ ^ey Fbgkdh]h f_ljhihebl_gZ [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.minsk- metro.net/blog/archives/6642 118 J@> ihklZ\yl ^\mowlZ`guc ih_a^ gZ ebgbx Fhkd\Z-DZaZgv [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.minsk-metro.net/blog/archives/6642 167 168 FZjby Jy[h\Z Hkh[_gghklb j_deZfgh]h ijh^\b`_gby ijh^mdpbb ;j_klkdh]h fykhdhf[bgZlZ gZ jughd EZl\bb H:H ";j_klkdbc fykhdhf[bgZl" hkms_kl\ey_l ^_yl_evghklv gZ fykghf jugd_ [he__ 70 e_l b ki_pbZebabjm_lky gZ ijhba\h^kl\_ b ijh^Z`_ dhe[Zkguo ba^_ebc, fykguo ^_ebdZl_kh\ b ihemnZ[jbdZlh\. EZl\by — h^gh ba ]hkm^Zjkl\ \ K_\_jghc ?\jhi_. HnbpbZevgh gZau\Zykv EZl\bckdhc J_kim[ebdhc, kljZgZ y\ey_lky mgblZjguf ]hkm^Zjkl\hf, wdhghfbq_kdbc hjb_glbj dhlhjh]h gZp_e_g gZ eh]bklbdm, [Zgdh\kdh_ h[kem`b\Zgb_, lmjbaf, ibs_\mx ijhfure_gghklv. Bf_ggh ba-aZ ihke_^g_]h imgdlZ kx^Z \u]h^gh ihklZ\eylv fykh ba J_kim[ebdb ;_eZjmkv, ih dZq_kl\m g_ mklmiZxs__ jhkkbckdhfm, dhlhjh_, \k\hxhq_j_^v, ba-aZ gZlygmluo hlghr_gbc f_`^m EZl\b_c b Jhkkb_c g_ fh`_l ihklZ\eylvky \ wlm kljZgm. Ih ^Zgguf EZl\bckdhc ZkkhpbZpbb j_deZfu, gZ ^Zgguc fhf_gl wlZ hljZkev hq_gv ohjhrh jZa\b\Z_lky \ EZl\bb: ih kjZ\g_gbx k 2007 ]h^hf \ 2015 ]h^m h[t_f j_deZfu j_adh \hajhk. KZfh_ \ukhdb_ j_amevlZlu ihdZaZeZ j_deZfZ \ bgl_jg_l_ (+44%). GZ \lhjhf f_kl_ – bkihevah\Zgb_ j_deZfu \ nbevfZo (+29%). Lj_lv_ f_klh aZgyeZ mebqgZy j_deZfZ (+15%). «D kh`Ze_gbx, m gZk g_l bgkljmf_glh\, qlh[u ijhkqblu\Zlv iheh`_gb_ gZ j_deZfghf jugd_ qZs_, q_f ^\Z`^u \ ]h^. Ijbjhkl \ 3%, dh]^Z bgneypby ij_\urZeZ 15%, – g_ kZfuc emqrbc j_amevlZl. Fu g_ kfh]eb _]h kijh]ghabjh\Zlv b l_i_jv gZf_j_gu bkdZlv \hafh`ghklv hp_gb\Zlv kblmZpbx qZs_, qlh[u __ fh`gh [ueh dhgljhebjh\Zlv»119. LZdh_ fg_gb_ \ukdZaZe ij_^klZ\bl_ev j_deZfghc ZkkhpbZpbb ;Zc[ Eb_ibgv \ 2007 ]h^m. : \hl kZfuc ba\_klguc j_deZfguc ki_pbZebkl \ EZl\bb – ^bj_dlhj 119 Jughd gZjm`ghc j_deZfu \ EZl\bb \ ih^jh[ghklyo [We_dljhgguc j_kmjk]. – 2007. – URL: http://www.region-media.ru/research_lat.php 169 j_deZfgh]h Z]_glkl\Z MOOZ Wjbd Kl_g^a_gb_dk – kqblZ_l, qlh \ j_amevlZl_ iZ^_gby h[t_fh\ j_deZfu kj_^kl\Zf fZkkh\hc bgnhjfZpbb g_h[oh^bfh kjhqgh ijbkihkZ[eb\Zlvky d gh\uf mkeh\byf. Jughd j_deZfu, i_j_`b\rbc khdjmrbl_evgh_ iZ^_gb_ \ 42% aZ i_j\mx iheh\bgm 2015 ]h^Z, k_cqZk gZqbgZ_l ijboh^blv \ k_[y. Ihf_gy\ klbev jZkdjmldb, ih^oh^ d deb_glZf b hilbfbabjh\Z\ jZkoh^u, hljZkev fh`_l \_jgmlvky d jhklm m`_ hq_gv kdhjh. 120 LjZgablgZy j_deZfZ EZl\bb [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.advlab.ru/articles/article513.htm 170 Ijhfhmrg \ gh\uo, hjb_glbjh\Zgguo gZ madmx Zm^blhjbx KFB, j_adh kgbabeky, ijb lhf, qlh j_deZfm gZ ljZ^bpbhgguo iehsZ^dZo klZjZxlky ij_ih^ghkblv l\hjq_kdb. Djhf_ lh]h, \b^gh, qlh dhfiZgbb [hevr_ g_ iulZxlky m]h\hjblv dmiblv bo ijh^mdl "gbr_\u_ Zm^blhjbb": \ ^Zgghc kblmZpbb wlh kebrdhf aZljZlgh. Kgb`Z_lky b dhebq_kl\h bfb^`_\hc j_deZfu. Ihf_gyeky b klbev j_deZfu: hgZ klZeZ [he__ i_jkhgbnbpbjh\Zgghc. ?keb jZgvr_ dhfiZgbb h[jZsZebkv d Zm^blhjbb \ p_ehf, lh k_cqZk hgb [hevr_ [hjxlky aZ k\hbo ihklhygguo deb_glh\, qlh[u g_ mreb d bo dhgdmj_glZf, kh[eZagb\rbkv [he__ \u]h^ghc p_ghc. Gh ijb wlhf wdki_jlu hlf_qZxl, qlh ^Z`_ \ ly`_ehc kblmZpbb fh`gh gZclb dZdb_-lh iexku. Ijh wfhpbhgZevgmx lhqdm aj_gby lml mfZeqb\Z_lky – _keb hjb_glbjh\Zlvky gZ g__, lh gbq_]h ohjhr_]h g_ [m^_l \b^gh. Dh]^Z l\hjq_kdbc djbabk, \k_]^Z keh`g__ kha^Z\Zlv qlh- lh klhys__. IjZdlbq_kdb \_a^_ gm`gh mj_aZlv ljZlu. Gh ijb wlhf dhfiZgbb, \_^msb_ ^_eZ hkh[h ]jZfhlgh, fh]ml ^Z`_ memqrblv ihdZaZl_eb: gZijbf_j, _keb \ hljZkeb ^_ckl\h\Zeh 10 [hevrbo ij_^ijbylbc, lh h^gh ba gbo, m dhlhjh]h hilbfbaZpby ijh\_^_gZ emqr_ \k_o, fh`_l ihemqblv deb_glh\ k\hbo dhgdmj_glh\ b aZdhgqblv ]h^ k hlebqgufb j_amevlZlZfb. 171 i_j_`b\Zeb _s_ gbdh]^Z \ gZr_c bklhjbb, lZd qlh \hafh`gu h[Z kp_gZjby»121. =eZ\guf bg^bdZlhjhf \hah[gh\e_gby jhklZ klZg_l g_dh_ ^\b`_gb_ gZ nbgZgkh\uo jugdZo: dh]^Z dj_^blh\Zgb_ hklZgh\e_gh, lh b ^_g_] gZ fZjd_lbg] \aylv hkh[h g_]^_. DZd lhevdh ihy\ylky kj_^kl\Z, bo lml `_ imklyl, \ lhf qbke_ b gZ j_deZfm. Ij_bfms_kl\Z jZ[hlu: ijh^mdpby ijhba\h^blky ih^ aZdZa b hl]jm`Z_lky kjZam ihke_ ba]hlh\e_gby, qlh iha\hey_l deb_glm ihemqblv kZfuc k\_`bc lh\Zj. @zkldb_ kZgblZjgu_ ghjfu, mklZgh\e_ggu_ gZ dhf[bgZl_, ]ZjZglbjmxl \ukhdh_ dZq_kl\h b wdheh]bq_kdmx [_ahiZkghklv ijh^mdpbb. ;ukljh b hi_jZlb\gh j_rZxlcy hj]ZgbaZpbhggu_ \hijhku, \ djZlqZcrb_ kjhdb kh\_jrZ_lky hnhjfe_gb_ ^hdmf_glh\. M dhf[bgZlZ _klv \hafh`ghklv ^hklZ\eylv ijh^mdpbx kh[kl\_gguf ljZgkihjlhf, qlh ijbg_k_l deb_glZf ^hihegbl_evgmx wdhghfbx. Gh\uf deb_glZf hdZau\Z_lky ihfhsv \ nhjfbjh\Zgbb Zkkhjlbf_glZ ba kZfuo ijh^Z\Z_fuo ihabpbc ^ey mki_rgh]h khljm^gbq_kl\Z k dhf[bgZlhf. ?klv \hafh`ghklv miZdh\db ijh^mdpbb \ \Zdmmf_ b \ kj_^_ fh^bnbpbjh\Zggh]h ]ZaZ, qlh m\_ebqb\Z_l kjhdb j_ZebaZpbb. Khljm^gbqZy k dhf[bgZlhf, deb_glu ihemqZxl j_deZfgmx ih^^_j`dm k_]hklhjhgu, Zbf_ggh – hnhjfe_gb_ lhj]h\hc lhqdb – [Zg_jZ, jZkly`db, \h[e_ju. GZ H:H “;j_klkdbc fykhdhf[bgZl” \g_^j_gZ kbkl_fZ f_g_^`f_glZ dZq_kl\Z, dhlhjZy gZp_e_gZ gZ ihklhyggh_ memqr_gb_ q_j_a kbkl_fguc ih^oh^ d mijZ\e_gbx ijhp_kkZfb, i_jkhgZehf, hjb_glZpbx gZ ihlj_[bl_ey. >ey ij_^ijbylby ]eZ\ghc aZ^Zq_c y\ey_lky h[_ki_q_gb_ dZq_kl\Z b [_ahiZkghklb \uimkdZ_fhc ijh^mdpbb. Kbkl_fZ ZgZebaZ jbkdh\ b dhgljhey djblbq_kdbo lhq_d ijbagZ_lky \h \k_f fbj_ dZd hilbfZevgZy b gZb[he__ wnn_dlb\gZy 121 Hkh[_gghklb f_klghc _-j_deZfu [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.lppt.lv/novosti/20954.html 172 nhjfZ dhgljhey dZq_kl\Z b [_ahiZkghklb ijh^mdlh\ iblZgby. H[yaZl_evgh_ \uiheg_gb_ lj_[h\Zgbc kbkl_fu G:KKJ ij_^ijbylbyfb ibs_\hc ijhfure_gghklb xjb^bq_kdb mklZgh\e_gh \ [hevrbgkl\_ kljZg ?\jhi_ckdh]h khxaZ, Z lZd`_ ijbgylh \ jy^_ kljZg f_klgufb aZdhgh^Zl_evkl\Zfb. K 2006 ]h^Z b H:H “;j_klkdbc fykhdhf[bgZl” jZ[hlZ_l ih ijbgpbiZf kbkl_fu G:KKJ, qlh ih^l\_j`^Z_lky k_jlbnbdZlhf gZ kbkl_fm mijZ\e_gby dZq_kl\hf b [_ahiZkghklvx ibs_\uo ijh^mdlh\ gZ hkgh\_ ZgZebaZ jbkdh\ b djblbq_kdbo dhgljhevguo lhq_d \ khhl\_lkl\bb k lj_[h\Zgbyfb gZpbhgZevgh]h klZg^ZjlZ KL; 1470. =eZ\gZy b^_y kbkl_fu G:KKJ khklhbl \ lhf, qlh[u jZa^jh[blv ijhba\h^kl\_gguc ijhp_kk gZ [ehdb b mklZgh\blv dhgljhev gZ ijhf_`mlhqguo wlZiZo ba]hlh\e_gby ijh^mdpbb. LZdbf h[jZahf, ihke_ dZ`^hc ihke_^mxs_c klZ^bb jbkd ihemqblv gZ “\uoh^_” g_dZq_kl\_gguc ijh^mdl mf_gvrZ_lky. : \ dhg_qghf imgdl_ l_ogheh]bq_kdh]h ijhp_kkZ lZdZy hiZkghklv ijZdlbq_kdb jZ\gZ gmex. LZdbf h[jZahf, kbkl_fZ G:KKJ — wlh k\h_h[jZagZy bgkljmdpby ih kZfhdhgljhex, dhlhjmx ij_^ijbylb_ jZajZ[Zlu\Z_l, Z ihlhf \uihegy_l. < 2012 ]h^m H:H “;j_klkdbc fykhdhf[bgZl” k_jlbnbpbjh\Zeh kbkl_fm f_g_^`f_glZ [_ahiZkghklb ibs_\uo ijh^mdlh\ ijbf_gbl_evgh d ijhba\h^kl\m b ojZg_gbx k\bgbgu, ]h\y^bgu, dhgbgu b ibs_\uo km[ijh^mdlh\ gZ khhl\_lkl\b_ lj_[h\Zgbyf KL; BKH 22000-2006. >ZggZy kbkl_fZ mqblu\Z_l lh, qlh hiZkghklb ^ey ibs_\uo ijh^mdlh\ fh]ml \hagbdZlv gZ ex[hf wlZi_ ibs_\hc p_ib, Z ibs_\Zy p_iv \dexqZ_l \ k_[y [hevrh_ dhebq_kl\h hj]ZgbaZpbc hl ijhba\h^bl_e_c dhjfh\ b i_j\bqgh]h kujvy ^h fZ]Zabgh\ jhagbqghc lhj]h\eb b ij_^ijbylbc h[s_kl\_ggh]h iblZgby. 173 ibs_\uo ijh^mdlh\ b^_glbnbpbjh\Zgu b Z^_d\Zlgh dhgljhebjmxlky gZ dZ`^hf wlZi_ ibs_\hc p_ib. Kbkl_fZ f_g_^`f_glZ [_ahiZkghklb h[t_^bgy_l ke_^mxsb_ h[s_ijbgylu_ hkgh\gu_ we_f_glu, g_h[oh^bfu_ ^ey h[_ki_q_gby [_ahiZkghklb ibs_\uo ijh^mdlh\ ih \k_c ibs_\hc p_ib \iehlv ^h ihlj_[e_gby: «1) bgl_jZdlb\guc h[f_g bgnhjfZpb_c, \lhfqbke_ kbkl_fm ijhke_`b\Z_fhklb (kbkl_fZ ^Zgguo, iha\heyxsZy ijhke_^blv ijh^mdl hl ihklZ\sbdZ kujvy ^h dhg_qgh]h ihlj_[bl_ey) b ijhp_^mjm hlau\Z g_[_ahiZkghc ijh^mdpbb hl ihlj_[bl_ey; 2) kbkl_fm f_g_^`f_glZ; 3) ijh]jZffu ij_^\Zjbl_evguo mkeh\bc (IIM) – wlh hkgh\gu_ mkeh\by beb ^_yl_evghklv, g_h[oh^bfu_ ^ey ih^^_j`Zgby ]b]b_gbq_kdhc kj_^u ijb]h^ghc ^ey ijhba\h^kl\Z [_ahiZkguo ibs_\uo ijh^mdlh\; 4) ijbgpbiu G:KKJ»122. LZdhc mjh\_gv dZq_kl\Z iha\hey_l ijh^mdpbb ;j_klkdh]h fykhdhf[bgZlZ khi_jgbqZlv k fykghc ijh^mdpb_c ^jm]bo kljZg. : _keb mq_klv, qlh ijZ\bl_evkl\h ;_eZjmkb gZkljh_gh gZ ijh^\b`_gb_ \ gZeZ`b\Zgbb hlghr_gbc k EZl\b_c, lh [j_klkdmx ijh^mdpbx ijbfml \ wlhc kljZg_, \ hlebqb_ hl fykZ Jhkkbb. Ihwlhfm ^Zgguc lh\Zj fh`_l gZclb gZ eZl\bckdhf jugd_ mklhcqb\uc kijhk. 122 Kbkl_fZ dZq_kl\Z [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.brestmeat.by/company/quality/ 174 Xjbc Kgbpdbc KljZl_]by j_deZfgh]h ijh^\b`_gby kl_dhevghc ijh^mdpbb «G_fZg» gZ jughd =_jfZgbb Fgh]b_ [_ehjmkkdb_ [bag_kf_gu, bf_\rb_ hiul \_^_gby [bag_kZ \ Jhkkbb beb MdjZbg_ b, _kl_kl\_ggh, ^_eZ\rb_ j_deZfm, fh]ml m^b\blvky g_dhlhjuf hkh[_gghklyf b g_]eZkguf ijZ\beZf j_deZfu \ =_jfZgbb. LZd qlh bagZqZevgh p_ev wlh]h ijh_dlZ — jZam[_^blv qblZl_e_c, aZklZ\b\ bo ih\_jblv, qlh \k_ \hafh`gh! >ey wlh]h [m^_l bkihevah\ZgZ j_deZfZ kl_deZ aZ\h^Z “G_fZg” gZ g_f_pdbc jughd. JZkkfhljbf ^ey gZqZeZ hkgh\gu_ Zki_dlu j_deZfu \ =_jfZgbb123. < wlhc kljZg_ g_ klhev kbevgh jZa\blZ rbjhdhnhjfZlgZy gZjm`gZy j_deZfZ. ?keb \ djmiguo jhkkbckdbo ]hjh^Zo jZaebqgufb sblZfb b [Zgg_jZfb aZkehg_g ijZdlbq_kdb \_kv \b^bfuc ]hjbahgl \h^bl_ey b i_r_oh^Z, lh \ [hevrbo g_f_pdbo ]hjh^Zo mebpu ijZdlbq_kdb k\h[h^gu hl [be[hj^h\, kblb-eZclh\, jZkly`_d q_j_a \kx ijh_a`mx qZklv. Ba \k_o kj_^kl\ gZjm`ghc ]jZnbq_kdhc j_deZfu hq_gv ihimeyjgu, dZd gb kljZggh, Znbrgu_ lmf[u, gZ dhlhjuo ij_^ijbgbfZl_eb hohlgh jZaf_sZxl k\hb j_deZfgu_ ieZdZlu, ebklh\db, h[ty\e_gby beb ieZlyl aZ jZkde_cdm ^jm]bf ex^yf, qZs_ \k_]h, fheh^_`b. J_deZfgu_ \b^_hjhebdb [he__ ihimeyjgu \ =_jfZgbb, gh ]hkm^Zjkl\_ggZy iheblbdZ \ kn_j_ kj_^kl\ fZkkh\hc bgnhjfZpbb ^hklZlhqgh `_kldh dhgljhebjm_l h[t_f b kh^_j`Zgb_ bgnhjfZpbb gZ djmiguo dZgZeZo, kqblZxsboky ]hkm^Zjkl\_ggufb, jZaf_sZy __ \ hl^_evguo j_deZfguo [ehdZo \ ijhp_kk_ l_e_ljZgkeypbb. QZklgu_ dZgZeu [he__ k\h[h^gu \ \u[hj_ b h[t_f_ j_deZfguo [ehdh\. Fgh]h \gbfZgby j_deZfsbdZfb m^_ey_lky jZaebqghc iheb]jZnbq_kdhc ijh^mdpbb – [mde_lZf, neZc_jZf, 123 DZd ^_eZ_lky j_deZfZ \ =_jfZgbb? [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.cleverinvest.net/news/61-kak-delaetsya-reklama-v-germanii-osobennosti- natsionalnogo-marketinga 175 [jhrxjZf, ebklh\dZf, dhlhju_ hgb ihjmqZxl jZaghkblv k\hbf dmjv_jZf ih ihqlh\uf ysbdZf ihl_gpbZevguo deb_glh\. H[s_kl\_ggu_ f_klZ b mebpZ g_ kqblZxlky \ =_jfZgbb kZfuf ih^oh^ysbf f_klhf ^ey bgnhjfZpbb dhff_jq_kdh]h oZjZdl_jZ. JZaf_s_gb_ j_deZfu gZ ]hjh^kdbo sblZo klhbl ^hklZlhqgh ^hjh]h, b \j_fy jZaf_s_gby bgnhjfZpbb kljh]h ebfblbjm_lky: dZd ijZ\beh, bah[jZ`_gby gZ [be[hj^Zo f_gyxlky [md\Zevgh q_j_a ^_gv-^\Z. >hklZlhqgh ohjhrh jZa\bl \ =_jfZgbb k_l_\hc fZjd_lbg] – f_lh^ ijyfuo ijh^Z`, dh]^Z ij_^klZ\bl_ev nbjfu ebqgh bs_l deb_glh\ b ij_^eZ]Z_l lh\Zj [_a ihkj_^gbdh\. «Hl^_evgh ke_^m_l kdZaZlv b h[ m\Z`_gbb g_f_pdbfb [bag_kf_gZfb i_jkhgZevguo ^Zgguo k\h_c deb_glkdhc Zm^blhjbb b ebqgh]h ijhkljZgkl\Z ]jZ`^Zg. < =_jfZgbb fh`gh qZklh m\b^_lv ki_pbZevgmx gZde_cdm gZ ihqlh\uo ysbdZo “G_ ^ey j_deZfu”, ij_^gZagZq_ggmx ^ey ba[Z\e_gby ohaybgZ ^hfZ beb d\Zjlbju hl g_gm`ghc _fm dhjj_kihg^_gpbb. < aZ\bkbfhklb hl jZchgZ kljZgu b hkh[_gghkl_c wdhghfbq_kdhc bgnjZkljmdlmju wlh lj_[h\Zgb_ m\Z`Z_lky \ [hevr_c beb f_gvr_c kl_i_gb, gh \ h[s_f p_ehf h[eZ^Zl_eb lZdhc gZde_cdb gZ ysbd_ b \ijZ\^m ba[Z\e_gu hl [mfZ`gh]h kiZfZ»124. Bklhjby [_ehjmkkdh]h aZ\h^Z “G_fZg” gZqbgZ_lky k g_[hevrh]h ijhba\h^kl\Z ih \u^_ed_ kl_deZ b kl_dhevghc ihkm^u, hldjulh]h ihf_sbdhf A_ghghf E_gkdbf gZ e_kghc ^Zq_ \[ebab ihk_edZ ;_j_ah\dZ \ Eb^kdhf m_a^_ 124 K_j]__\, :. =_jfZgby b j_deZfZ / :. K_j]__\ // [We_dljhgguc j_kmjk]. – 2015. – URL: http://ppt-online.org/14368 176 OjmklZevgZy nZ[jbdZ “G_fZg”. < gZqZe_ OO \_dZ Xebmk Klhee_ klZe _^bgkl\_gguf \eZ^_evp_f nbjfu, ij_\jZlb\r_cky ihkl_i_ggh \ jZa\blh_ i_j_^h\h_ ijhba\h^kl\h. 177 ih^^_j`b\Zxlky ljZ^bpbb kl_dhevguo fZkl_jkdbo ijhreuo klhe_lbc. Ijh^mdpby aZ\h^Z ihevam_lky kijhkhf, dZd \ ;_eZjmkb, lZd b aZ __ ij_^_eZfb – \Jhkkbb, ?\jhi_, Kh_^bg_gguo RlZlZo :f_jbdb. «Kl_dehaZ\h^ y\ey_lky ]jZ^hh[jZamxsbf ij_^ijbylb_f, qlh gZreh k\hz hljZ`_gb_ \ ]_j[_ ]hjh^Z: kl_deh^m\gu_ i_j_dj_s_ggu_ ljm[db b ojmklZevguc dm[hd. 125 >am]Z_\, <. AZ\h^ «G_fZg» / <. >am]Z_\ // Fbgkd. – 1989. – C. 140. 126 HaZ\h^_ [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.neman.by/glass/ 178 khijbdhkgmlvky k ij_djZkguf, m\b^_lv h^gh\j_f_ggh fgh`_kl\h \^hogh\eyxsbo b^_c, hlukdZlv g_qlh hkh[_ggh_, kha\mqgh_ bgl_jv_jm beb gZkljh_gbx. Ijh^Z\pu-dhgkmevlZglu jZkkdZ`ml h kh\j_f_gguo l_g^_gpbyo \ h[eZklb om^h`_kl\_ggh]h kl_deZ b h lhf, dZd g_fZgkdb_ fZkl_jZ ij_ehfeyxl bo \ k\hbo ijhba\_^_gbyo. Keh`ghklv b bgl_ee_dlmZevgh_ gZiheg_gb_ wlhc aZ^Zqb aZdexqZ_lky \ lhf, qlh[u g_ ijhklh ke_^h\Zlv fZkkh\hc fh^_, Z Zdlb\gh mijZ\eylv jZa\blb_f ihlj_[bl_evkdhc fhlb\Zpbb. Bwlhm`_ \ukr__ fZkl_jkl\h \ h[eZklb ijbf_g_gby fZjd_lbg]h\uo bgkljmf_glh\. LZd, \k_ [hevrmx ZdlmZevghklv ijbh[j_lZxl dhgp_ipbb kha^Zgby ijh^mdlh\ gZ hkgh\_ m]em[e_gguo ikbohnbabheh]bq_kdbo bkke_^h\Zgbc, ZgZebaZ bo hj]Zghe_ilbq_kdbo oZjZdl_jbklbd. Wlb dhgp_ipbb g_ lhevdh \iheg_ ijbf_gbfu d ba^_ebyf ba om^h`_kl\_ggh]h kl_deZ b ojmklZey, gh b hkh[_ggh wnn_dlb\gu ^ey bo ^Zevg_cr_]h ijh^\b`_gby. 179 Bgl_jv_jgu_ \Zau, kdmevilmju – p_eZy dhee_dpby jZ[hl \ k_]f_gl_ “hand-made”, ]^_ p_gylky bg^b\b^mZevgu_ j_r_gby, Z g_ ihlhqgu_ l_ogheh]bb. OjmklZev i_j_`b\Z_l k_]h^gy gZklhysbc j_g_kkZgk. Bkdjysbcky \k_fb k\hbfb ]jZgyfb \ ba^_ebyo ba deZkkbq_kdbo dhee_dpbc, beb kh\j_f_gguc, hnhjfe_gguc hq_gv ijhklh, gh lZdhc `_ yjdbc b ijZa^gbqguc, aZ\hjZ`b\Zxsbc hkh[uf g_fZgkdbf a\hghf. K_]h^gy ojmklZev m`_ g_ ojZgyl aZ kl_dehf k_j\Zglh\, Z\k_ qZs_ bkihevamxl \ h[u^_gghc `bagb, ij_\jZsZy [m^gb \ gZklhysbc ijZa^gbd. < gh\hf nbjf_gghf fZ]Zabg_ ij_^klZ\e_g ijZdlbq_kdb \_kv Zkkhjlbf_gl ij_^ijbylby: \u[hj gZ ex[hc \dmk b ex[hc [x^`_l. H^gZdh, _keb g_ m^Zklky gZclb lhc _^bgkl\_gghc g_h[oh^bfhc \_sb, __ fh`gh aZdZaZlv \ bg^b\b^mZevghf ihjy^d_ ih kh[kl\_gghfm ^baZcg_jkdhfm ijh_dlm, [m^v lh ihkm^Z, ij_^f_lu bgl_jv_jZ, km\_gbjgZy ijh^mdpby. Wlh _s_ h^bg k\h_h[jZaguc rZ] gZ\klj_qm ihlj_[bl_ex. B ohly k_]h^gy h[sZy dhgnb]mjZpby k[ulZ kl_dehaZ\h^Z “G_fZg” _s_ ^Ze_dZ hl aZ\_jr_gby, m`_ j_Zebah\ZgZ h^gZ ba \Z`g_crbo b^_c: djmiguf b f_edbf aZdZaqbdZf ij_^eZ]Z_lky ihklhygguc \u[hj ba 2–3 lukyq gZbf_gh\Zgbc b 8–10 lukyq i_jki_dlb\guo jZajZ[hlhd. Klhev kheb^guc Zkkhjlbf_gl iha\hey_l ]b[dh b k\h_\j_f_ggh j_Z]bjh\Zlv gZ baf_g_gby dhgtxgdlmju, qlh Z[khexlgh g_^hklmigh ^ey [hevrbgkl\Z bfihjl_jh\. Ihke_^gb_, gZeZ^b\ ihklZ\db g_^hjh]hc, qZs_ \k_]h gbadhkhjlghc, ihkm^u ba X]h- 180 ijh^he`bl_evghc ^_fibg]h\hc ]hgdb, mkljh_gghc bfihjl_jZfb, ijhklh g_ bf_xl dhgdmj_glh\ gZ \gmlj_gg_f jugd_»127. Bamqb\ b ijbgy\ d k\_^_gbx \k_ \ur_i_j_qbke_ggh_, ij_^klZ\bl_eb dhfiZgbb kl_dehaZ\h^Z “G_fZg” \b^yl \ ijh^\b`_gbb gZ g_f_pdbc jughd g_ lhevdh p_ev, gh b ohjhrbc hjb_glbj ^ey mki_oZ. A^_kv gZ^h j_deZfbjh\Zlv, ij_`^_ \k_]h, kl_dehiZd_lu, Z aZl_f, \ kemqZ_ mki_oZ, i_j_oh^blv b d [he__ rbjhdhfm Zkkhjlbf_glm, k^_eZ\ klZ\dm gZ gZjm`gmx j_deZfm. Ijb wlhf \Z`gh jZaf_klblv __ \ f_klZo [hevrh]h kdhie_gby ex^_c. 127 Ki_pbnbdZ j_deZfgh]h ijh^\b`_gby «Eb^kdhc fmdb» gZ jughd Yihgbb <_^msbc ijhba\h^bl_ev fmdb 1 \;_eZjmkb — H:H “Eb^Zoe_[hijh^mdl” — _s_ g_kdhevdh e_l gZaZ^ \uimkdZe \k_]h ljb khjlZ fmdb: \ukrbc, i_j\uc b \lhjhc. : k_]h^gy _]h Zkkhjlbf_gl wlh – 17 khjlh\ b 17 fZjhd \ukhdhdZq_kl\_gghc ijh^mdpbb! IhemqZ_lky, qlh wlh – h^bg ba ihimeyjguo [_ehjmkkdbo ijh^mdlh\, dhlhju_ ihevamxlky kijhkhf \ fbj_. :agZqbl, _klv i_jki_dlb\Z ijh^\bgmlv ihimeyjguc [_ehjmkkdbc lh\Zj b gZ kZfu_ wdahlbq_kdb_ jugdb. GZijbf_j, yihgkdbc. Gh ij_`^_ ihagZdhfbfky k kZfbf ijhba\h^kl\hf “Eb^kdhc fmdb”. «GZ [Za_ Eb^kdh]h f_evdhf[bgZlZ \ 1980 ]h^m [ueh gZqZlh kljhbl_evkl\h gh\h]h kh\j_f_ggh]h ij_^ijbylby – dhf[bgZlZ oe_[hijh^mdlh\»129. < ^_dZ[j_ 1996 ]h^Z dhf[bgZl oe_[hijh^mdlh\ ij_h[jZah\Zg \ H:H “Eb^Zoe_[hijh^mdl”. OZjZdl_jghc hkh[_gghklvx i_j\h]h wlZiZ jZa\blby ij_^ijbylby [ueZ dhfZg^gh- Z^fbgbkljZlb\gZy kbkl_fZ mijZ\e_gby, dh]^Z jugdZ fmdb g_ kms_kl\h\Zeh dZd lZdh\h]h, b ^_yl_evghklv dhf[bgZlZ [ueZ gZijZ\e_gZ gZ m^h\e_l\hj_gb_ gm`^ oe_[hi_q_gby – oe_[haZ\h^u, dhf[bgZlu dhhi_jZlb\ghc ijhfure_gghklb b h[s_kl\_ggh]h iblZgby. J_ZebaZpby ijh^mdpbb hkms_kl\eyeZkv ih ml\_j`^_gguf, kljh]h \uihegy_fuf ]jZnbdZf b \hijhkZ m\_ebq_gby b klbfmebjh\Zgby ijh^Z` g_ \hagbdZeh. Gh m`_ \ lhl fhf_gl dZq_kl\h \uimkdZ_fhc ijh^mdpbb g_ fh]eh [ulv g_aZf_q_gguf, bdZd j_amevlZl – ijh^mdpby ij_^ijbylby ihemqbeZ ijbagZgb_ ihlj_[bl_ey. 129 =jb]hjygh\, <. Fu emqr_ / <. =jb]hjygh\ // [We_dljhgguc j_kmjk]. – 2014. – URL: www.muka.by.o-nas/nasha-istorija/ 183 i_j_kfhlj_gu fgh]b_ ihabpbb \ hlghr_gbb \k_c iheblbdb \_^_gby ohayckl\h\Zgby. Jughd jZa\b\Zeky klbobcgh, g_ [ueh \ujZ[hlZgh klZ[bevghc ijh]jZffu jZa\blby. ;hevrbgkl\h ihlj_[bl_e_c ijh^mdpbb hklZ\Zebkv ij_`gbfb, gh k ihkl_i_gguf moh^hf hl jZkij_^_e_gby b gZ\yau\Zgby ih jZagZjy^dZf m gbo ihy\beZkv \hafh`ghklv \u[bjZlv ijhba\h^bl_ey ih khhlghr_gbx “p_gZ- dZq_kl\h”, ihwlhfm \hagbdeZ g_h[oh^bfhklv m^_j`Zgby b ijb\e_q_gby deb_glh\. Kj_^b ijhba\h^bl_e_c gZqZeb aZjh`^Zlvky hlghr_gby dhgdmj_glghc [hjv[u. < wlbo mkeh\byo jmdh\h^kl\h ij_^ijbylby ijh^he`Zeh ^_eZlv klZ\dm gZ dZq_kl\h ijh^mdpbb, kh\_jr_gkl\my ijhba\h^kl\h, \g_^jyy \ g_]h kh\j_f_ggh_ h[hjm^h\Zgb_, aZdmiZy \ukhdhdZq_kl\_ggh_ kujv_. ;ueZ aZeh`_gZ klZ[bevgZy ieZlnhjfZ ^ey ^Zevg_cr_]h jhklZ b jZa\blby ij_^ijbylby. GZqZehf lj_lv_]h wlZiZ fh`gh gZa\Zlv yg\Zjv-n_\jZev 2004 ]h^Z. D wlhfm fhf_glm ijh^mdpby H:H “Eb^Zoe_[hijh^mdl” m`_ klZeZ [j_g^hf, q_ldh knhjfbjh\Zgguf \ khagZgbb ihlj_[bl_ey, bf_xsbf g_hkihjbfh_ ij_bfms_kl\h i_j_^ dhgdmj_glZfb, ij_\hkoh^y bo \ khhlghr_gbb p_gu b dZq_kl\Z. GZ k_]h^gyrgbc ^_gv ij_^ijbylb_ m^_j`b\Z_l ihabpbb ijhba\h^bl_ey kZfhc dZq_kl\_gghc fmdb \ J_kim[ebd_ ;_eZjmkv. H[ wlhf k\b^_l_evkl\m_l g_h^ghdjZlgu_ gZ]jZ^u, ihemq_ggu_ aZ i_jbh^ k 2004 ih 2011 ]h^u. Hj]ZgbaZpby H:H “Eb^Zoe_[hijh^mdl” jZkiheh`_gZ «\ k_\_jghc ijhfure_gghc ahg_ Eb^u b aZgbfZ_l l_jjblhjbx \ 25 ]_dlZjh\»130. < khklZ\ ij_^ijbylby \oh^bl we_\Zlhj ^ey ojZg_gby a_jgZ _fdhklvx 113,2 lukyq lhgg; We_\Zlhj k jZ[hqbf a^Zgb_f b q_lujvfy kbehkgufb dhjimkZfb ij_^gZagZq_g ^ey ijb_fZ, ojZg_gby b hlimkdZ a_jgZ. H[hjm^h\Zgb_f we_\ZlhjZ ij_^mkfZljb\Z_lky ijb_f 130 :cabdh\bq, E. L_ogheh]by ijhba\h^kl\Z fmdb / E. :cabdh\bq, ;. Ohjp_\. – Fbgkd, 1968. – C. 14. 184 a_jgZ k `_e_agh^hjh`gh]h b Z\lhfh[bevgh]h ljZgkihjlZ, kmrdZ, hqbkldZ, ojZg_gb_, i_j_^ZqZ a_jgZ \ ijhba\h^kl\h b hlimkd a_jgZ. Kbehkgu_ dhjimkZ \ aZ\bkbfhklb hl dhgkljmdpbhgguo hkh[_gghkl_c ij_^gZagZq_gu ^ey ojZg_gby a_jgZ gh\h]h mjh`Zy, ir_gbpu ^ey ijhba\h^kl\Z fmdb, kujvy ^ey ijhba\h^kl\Z dhf[bdhjfh\hc ijh^mdpbb. ;hevrh_ \gbfZgb_ m^_ey_lky a^_kv h[gh\e_gbx b fh^_jgbaZpbb ijhba\h^kl\_ggh]h h[hjm^h\Zgby, kihkh[kl\mxs_]h memqr_gbx dZq_kl\_ggh-dhebq_kl\_gguo oZjZdl_jbklbd ojZg_gby a_jgZ. Ijh\_^_gh l_ogbq_kdh_ i_j_\hhjm`_gb_ lhidb a_jghkmrbedb. MklZgh\e_g kh\j_f_gguc rdZn mijZ\e_gby a_jghkmrbevguf dhfie_dkhf \ dhfie_dl_ k ]Zah\hc ]hj_edhc fh^_ev ;KL-=-3,5, qlh iha\hebeh iheghklvx Z\lhfZlbabjh\Zlv ijhp_kk kmrdb a_jgZ b fbgbfbabjh\Zlv jZkoh^ ijbjh^gh]h ]ZaZ. L_i_jv – hj_deZf_. «Yihgkdbc dj_Zlb\ dZj^bgZevgh hlebqZ_lky hl \k_]h ijhq_]h, j_deZfZ, k^_eZggZy \ wlhc kljZg_, magZ_lky fhf_glZevgh. Fgh]h\_dh\u_ ljZ^bpbb g_ fh]eb h[hclb klhjhghc b bg^mkljbx dj_Zlb\Z. < p_glj_ yihgkdhc j_deZfu – h[jZa. HgZ gZiheg_gZ ]em[hdbf kfukehf, nbehkhnb_c»131. 131 :g^jbZgh\Z, F. Hkh[_gghklb j_deZfu / F.:g^jbZgh\Z. – «Ihklmf». – Fhkd\Z, 2005. – K. 50. 185 K_^vfh_ f_klh: j_deZfZ Mentos. 186 rjbnlZ \ j_deZf_ ij_h[eZ^Z_l \bamZebaZpby, lh _klv fure_gb_ gZ mjh\g_ kbf\heh\ k mki_ohf j_Zebam_lky ijb kha^Zgbb j_deZfguo h[jZah\. ?keb ijh\_klb kjZ\g_gb_ hjb_glbjh\Zgghklb j_deZfguo ijh_dlh\ gZ ijh^Z`m \ jZaguo kljZgZo, lh Yihgby, kdhj__ \k_]h, aZcf_l h^gh ba ihke_^gbo f_kl. Ijb kha^Zgbb j_deZfu yihgpu Zdlb\gh bkihevamxl ijbjh^gu_ i_caZ`b b nhlh]jZnbb djZkb\uo f_kl. 132 FZebgh\, K. Lhi-7 kZfhc [_amfghc yihgkdhc j_deZfu. / K. FZebgh\ // [We_dljhgguc j_kmjk]. – 2015. – URL: http://prmaster.su/tv/top-7-samoy-bezumnoy- yaponskoy-reklamy_217.html 187 hkh[_gghklv j_deZfu \ lhf, qlh [hevrh_ \gbfZgb_ m^_ey_lky ^Z`_ f_evqZcrbf ^_lZeyf»133. Ijb ihfhsb h[s_^hklmighc \uklZ\db [j_g^ “Eb^kdZy fmdZ” fh] [u m[_^blv f_klguo `bl_e_c, qlhkj_^bibsbfh`ghmihlj_[eylv g_ lhevdh ihimeyjguc \ Yihgbb jbk, gh b ^jm]b_ ihoh`b_ gZlmjZevgu_ ijh^mdlu. 133 KZeZ^, R. Hkh[_gghklb gZpbhgZevghc j_deZfu \ jZaguo kljZg fbjZ. / R. KZeZ^ // [We_dljhgguc j_kmjk]. – 2015. – URL: http://bizhint.net/biznes/resheniya- dlya-biznesa/reklama/osobennosti-naczionalnoj-reklamyi-v-raznyix-stranax.html 188 ?ebaZ\_lZ Nbehg_gdh Kbkl_fZ j_deZfgh]h ijh^\b`_gby Zedh]hevghc ijh^mdpbb «Ky[ju» gZ jughd <_ebdh[jblZgbb J_kim[ebdZ ;_eZjmkv – Zdlb\guc wdkihjl_j. Wdkihjl [_ehjmkkdhc ijh^mdpbb ij_^klZ\e_g rbjhdhc ghf_gdeZlmjhc, kj_^b dhlhjhc h[rbjgh ij_^klZ\e_gZ b Zedh]hevgZy ijh^mdpby. ;_eZjmkv ih^^_j`b\Z_l lhj]h\u_ hlghr_gby [he__ q_f k 180 kljZgZfb fbjZ, ]eZ\guc wdkihjl_j – Jhkkby. Kj_^b aZiZ^gh_\jhi_ckdbo kljZg gZb[he__ Zdlb\gh jZa\b\Zxlky hlghr_gby m ;_eZjmkb k <_ebdh[jblZgb_c b Gb^_jeZg^Zfb. Jughd <_ebdh[jblZgbb – ij_klb`gZy iehsZ^dZ ^ey \_^_gby [bag_kZ, dm^Z [_ehjmkkdbf ijhba\h^bl_eyf b wdkihjl_jhf hq_gv \u]h^gh ihiZklv. Gh ijb wlhf gm`gh mqblu\Zlv dZd ki_pbnbdm jugdZ <_ebdh[jblZgbb, lZd b hkh[_gghklb hl_q_kl\_gghc ijh^mdpbb. 189 kqblZehkv ^jm`_ex[b_, ]hkl_ijbbfkl\h b ^h[jhlZ. Bf_ggh ^jm`[Z b klZeZ kl_j`g_f ^ey nhjfbjh\Zgby b jZa\blby lhj]h\hc fZjdb. «Ijb ijhba\h^kl\_ \h^hd b gZklh_d “Ky[ju” bkihevamxlky lhevdh gZlmjZevgu_ dhfihg_glu. 134 GZrZ fbkkby [We_dljhgguc j_kmjk]. – 2015. – URL :http://vodka- syabry.by/mission/ 135 Nbehg_gdh, ?. Hih^\b]Zo, h ^h[e_klb, hkeZ\_… bh «Ky[jZo» / ?. Nbehg_gdh // [We_dljhgguc j_kmjk]. – 2014. – URL :http://www.produkt.by/Journal/item/2954 190 MdhfiZgbbKHHH “;_e\bg]jmii”, \eZ^_xs_c [j_g^hf “Ky[ju”, – [h]Zluc hiul \ wdkihjl_ ijh^mdpbb. DhfiZgby ihklZ\ey_l __ \ lZdb_ kljZgu, dZd =_jfZgby, Jhkkby, <_g_kmweZ, Ebl\Z, BajZbev, EZl\by, =jmaby, :jf_gby. >h k_gly[jy 2015 ]h^Z \ <_ebdh[jblZgbb [ueZ aZij_s_gZ j_deZfZ Zedh]hevghc ijh^mdpbb \ ij_kk_. >himkdZehkv lhevdh jZaf_s_gb_ j_deZfu Zedh]hey gZ [be[hj^Zo b gZkl_ggZy j_deZfZ \ f_ljh b gZ mebp_. IhdZa j_deZfguo jhebdh\ [ue \hafh`_g lhevdh gZ jZaghh[jZaguo ij_a_glZpbyo b dhgdmjkZo. K_]h^gy ^Zggh_ lj_[h\Zgb_ hlf_g_gh, ihwlhfm j_deZfZ \h^db \hafh`gZ \h \k_o [jblZgkdbo kj_^kl\Zo fZkkh\hc bgnhjfZpbb. Mihj ijb wlhf p_e_khh[jZagh ^_eZlv gZ l_e_\babhgghc j_deZf_, bgl_jg_l_ b i_qZlguo kj_^kl\Zo fZkkh\hc bgnhjfZpbb, lZd dZd bf_ggh wlb KFB ihevamxlky gZb[hevr_c ihimeyjghklvx \ <_ebdh[jblZgbb. LZd`_ \ wlhc kljZg_ g_ [ueh ebp_gabjh\Zgby wdkihjl_jh\ b wlh ^_eZeh jughd klbobcguf. Gh \ k_gly[j_ 2015 ]h^Z [jblZgkdbfb \eZklyfb \\_^_g aZdhg h ebp_gabjh\Zgbb wdkihjl_jh\ k hq_gv `_kldbfb lj_[h\Zgbyfb, qlh kbevgh khdjZlbeh dhebq_kl\h dhfiZgbc, ihklZ\eyxsbo k\hx ijh^mdpbx \ <_ebdh[jblZgbx. HlimkdgZy p_gZ, ih dhlhjhc KHHH “;_e\bg]jmii” ]hlh\h hlijZ\blv k\hx ijh^mdpbx gZ wdkihjl, – 72 _\jhp_glZ aZ h^gm [mluedm. H^gZ iZjlby – 20000 [mluehd. >hklZ\dZ lZdhc iZjlbb – 2250 _\jhp_glh\, aZ h^gm [mluedm – 11 _\jhp_glZ. ;jhd_jkdb_ mkem]b khklZ\yl 400 _\jh aZ iZjlbx, lh _klv 2 p_glZ aZ h^gm [mluedm. Ba wlh]h ke_^m_l, qlh ijb \oh^_ gZ Zdpbaguc kdeZ^ klhbfhklv h^ghc [mluedb [m^_l jZ\gZ 85 _\jhp_glh\, qlh khklZ\ey_l 0,52 nmglZ kl_jebg]h\. «< <_ebdh[jblZgbb lZfh`_ggu_ ihrebgu b k[hju aZ bfihjlbjm_fu_ lh\Zju \abfZxlky ijb i_j_k_q_gbb lZfh`_gghc l_jjblhjbb Kh_^bgzggh]h Dhjhe_\kl\Z. Hj]ZgbaZpbyf, j_]meyjgh hkms_kl\eyxsbf bfihjl lh\Zjh\, jZaj_rZ_lky hlkjhqdZ ^h 30 ^g_c. Ihfbfh lZfh`_gguo ihrebg hl^_evgu_ bfihjlbjm_fu_ lh\Zju (dZd 191 gZijbf_j Zedh]hev, lZ[Zd, g_nlv, g_nl_ijh^mdlu, ljZgkihjlgu_ kj_^kl\Z) h[eZ]Zxlky Zdpbaguf gZeh]hf»136. :dpbau – \lhjbqgu_ gZeh]b gZ lh\Zju g_ i_j\hc g_h[oh^bfhklb (Excise Duties). :dpbagu_ k[hju ih hl^_evguf lh\ZjZf agZqbl_evgh jZaebqZxlky ih jZaf_jm. :dpbaguc gZeh] gZ Zedh]hev \ <_ebdh[jblZgbb khklZ\ey_l 3,92 nmglZ. Ke_^h\Zl_evgh, h^gZ [mluedZ klhbl 4,44 nmglZ + ijb[ebabl_evgh 30% = 5,77 nmglZ. Wlh – k_[_klhbfhklv lh\ZjZ gZ \uoh^_ k Zdpbagh]h kdeZ^Z. Ke_^m_l mq_klv, qlh Zdpbaguc kdeZ^ [_j_l 20% hl klhbfhklb lh\ZjZ aZ k\hb mkem]b. Ke_^h\Zl_evgh, ijb \uoh^_ k Zdpbagh]h kdeZ^Z klhbfhklv h^ghc [mluedb khklZ\bl m`_ 6,93 nmglZ. < <_ebdh[jblZgbb ^_ckl\m_l k\h[h^gh_ p_ghh[jZah\Zgb_, ihwlhfm dZ`^uc fZ]Zabg \uklZ\ey_l kh[kl\_ggmx gZp_gdm. H[uqgh hgZ hl 50% b[he__. Ijb gZp_gd_ fZ]ZabgZ \ 50% klhbfhklv h^ghc [mluedb \h^db “Ky[ju” jZ\gy_lky ijb[ebabl_evgh 10 nmglZf, qlh hlghkbl wlm \h^dm d ZgZeh]Zf kj_^g_c klhbfhklb. Ke_^h\Zl_evgh, b hjb_glbjh\ZgZ hgZ [m^_l gZ kj_^gbc deZkk. <_ebdh[jblZgby – kljZgZ, ZkkhpbbjmxsZyky k lZdbfb gZibldZfb, dZd \bkdb beb ib\h. >_ckl\bl_evgh dhj_ggh_ gZk_e_gb_ a^_kv fZeh mihlj_[ey_l \h^dm, ^Z b hlkmlkl\m_l kh[kl\_ggh_ ijhba\h^kl\h \h^db. Gh \ ihke_^g__ \j_fy hlf_q_gh, qlh \h^dZ ihkl_i_ggh gZ[bjZ_l ihimeyjghklv b gZqbgZ_l \ul_kgylv ^jm]b_ gZibldb. 136 IjZdlbq_kdb_ ijhp_^mju ^hklmiZ gZ jughd [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.ved.gov.ru/exportcountries/gb/gb_market/gb_pract_access/ 192 nmglh\; Greygoose – NjZgpby, ijbf_jgZy p_gZ 18 nmglh\. KZfZy ^_r_\Zy \h^dZ klhbl hdheh 5 nmglh\, ijhba\h^bl_ev IhevrZ. Ba ^Zggh]h kibkdZ \b^gh, qlh \h^dZ “Ky[ju” hdZau\Z_lky \ kj_^g_c p_gh\hc dZl_]hjbb. Ke_^m_l lZd`_ \u^_eblv dZl_]hjbx ihlj_[bl_e_c [_ehjmkkdhc \h^db. < ^Zgguc fhf_gl \ <_ebdh[jblZgbb ijh`b\Z_l g_fZeh_ dhebq_kl\h fb]jZglh\, \ hkgh\ghf bg^bcpu. < 2010 ]h^m bo ijh`b\Zeh a^_kv [he__ fbeebhgZ q_eh\_d, ba gbo iheh\bgZ – \ :g]ebb. Bf_ggh hgb y\eyxlky hkgh\gufb ihlj_[bl_eyfb \h^hd b gZklh_d. Ijbf_qZl_evgh, qlh ^ZggZy ]jmiiZ ex^_c hq_gv m\Z`Z_l Kh\_lkdbc Khxa b \k_, qlh k gbf k\yaZgh. Ihwlhfm ijh^mdpby kljZg ihklkh\_lkdh]h ijhkljZgkl\Z kqblZ_lky ij_klb`ghc \ lZdbo djm]Zo. Eh]bqgh hkgh\ghc mihj k^_eZlv gZ ^Zggmx dZl_]hjbx gZk_e_gby _s_ b ih lhc ijbqbg_, qlh \ g_djmiguo ]hjh^Zo bg^bcpZf ijbgZ^e_`Zl [he__ 70% fZ]Zabgh\. Kbf\he [j_g^Z "Ky[ju" – "keZ\ygkdZy" ljhbpZ. Gh ^ey j_deZfu \ <_ebdh[jblZgbb klhbl g_fgh]h baf_gblv dhgp_ipbx: aZf_gblv keZ\ygkdmx ljhbpm gZ bgl_jgZpbhgZevgmx. =eZ\gZy fukev j_deZfu – ^jm`[Z g_ bf__l ]jZgbp, gb l_jjblhjbZevguo, gb jZkh\uo. :k\h^dhc “Ky[ju” ^jm`[Z klZg_l lhevdh dj_iq_. 193 194 ?ebaZ\_lZ Nbehg_gdh Ihl_gpbZe j_deZfgh]h ijh^\b`_gby ijh^mdpbb dhfiZgbb «Bg]fZg fhjh`_gb_» gZ jughd Lmjpbb FhehqgZy ijh^mdpby – h^bg ba gZb[he__ jZa\bluo k_dlhjh\ [_ehjmkkdhc ijhfure_gghklb b lhj]h\eb. GZ ijhly`_gbb ihke_^gbo e_l ;_eZjmkv ihklhyggh \oh^bl \ iyl_jdm \_^msbo kljZg-wdkihjl_jh\ fhehqguo ijh^mdlh\ \ fbj_. Hkgh\gu_ bfihjl_ju ^Zgghc ijh^mdpbb – kljZgu KG= (Jhkkby b DZaZoklZg), gh ;_eZjmkv lZd`_ ihklZ\ey_l k\hx ijh^mdpbx \ kljZgu AZiZ^ghc ?\jhiu b :abb. FhehqgZy ijh^mdpby \ [hevrbgkl\_ k\h_f kdhjhihjlysZyky, qlh kha^Z_l hij_^_e_ggu_ ljm^ghklb ijb __ ^hklZ\d_ \ kljZgu ^Zevg_]h aZjm[_`vy. H^gZdh fhjh`_gh_ – ijh^mdl, dhlhjuc ijb hij_^_e_gguo l_fi_jZlmjguo mkeh\byo bf__l ^he]bc kjhd ojZg_gby. Wlh hagZqZ_l, qlh fhjh`_gh_ – ijb]h^gZy ijh^mdpby ^ey ihklZ\db __ \ ^Zevgb_ kljZgu. < `Zjdbo kljZgZo, ddhlhjufhlghkblkybLmjpby, fhjh`_gh_ [m^_l ihevah\Zlvky hkh[uf kijhkhf. H^gZdh ijb ihklZ\d_ [_ehjmkkdhc ijh^mdpbb gZ jughd wlhc kljZgu ke_^m_l mqblu\Zlv g_ lhevdh hkh[_gghklb kZfhc ijh^mdpbb, gh b hkh[_gghklb jugdZ fhehqghc ijh^mdpbb Lmjpbb. =h^ ihy\e_gby fhjh`_gh]h dhfiZgbb “Bg]fZg” – 2009. Bf_ggh lh]^Z gZ kms_kl\mxsbo ijhba\h^kl\_gguo fhsghklyo =hf_evkdhc nZ[jbdb fhjh`_gh]h [ueh kha^Zgh kh\f_klgh_ h[s_kl\h k h]jZgbq_gghc hl\_lkl\_gghklvx “Bg]fZg fhjh`_gh_” k mqZklb_f nbgkdhc dhfiZgbb “Bg]fZg :ck Djbf Hx :[” bhldjuluf Zdpbhg_jguf h[s_kl\hf “Jmfygp_\kdh_”. GZ lhl fhf_gl ij_^ijbylb_ “Bg]fZg :ck Djbf” – \_^msbc ijhba\h^bl_ev fhjh`_gh]h \ Nbgeyg^bb b ;Zelbckdbo ]hkm^Zjkl\Zo. < k_dlhj_ ijhba\h^kl\Z fhjh`_gh]h ^ey ^b_lbq_kdh]h iblZgby “Bg]fZg” aZgbfZe eb^bjmxsb_ ihabpbb \ ?\jhi_. K ijboh^hf bg\_klhjh\ gZ 195 ij_^ijbylbb [ueZ ijh\_^_gZ l_ogbq_kdZy j_dhgkljmdpby b fh^_jgbaZpby ijhba\h^kl\Z, qlh iha\hebeh h[gh\blv b jZkrbjblv Zkkhjlbf_gl \uimkdZ_fhc ijh^mdpbb. ;_ehjmkkdb_ ex[bl_eb fhjh`_gh]h magZeb h gh\uo _]h \b^Zo b baukdZgguo \dmkZo, Z \bablghc dZjlhqdhc ]hf_evkdh]h ijhba\h^bl_ey fhjh`_gh]h klZe ;_euc f_^\_^v Bg]fZg. < Zkkhjlbf_gl_ dhfiZgbb gZ ^Zgguc fhf_gl – 11 \b^h\ fhjh`_gh]h jZaguo \dmkh\ b jZaebqgh]h h[t_fZ. < j_deZf_ gZ l_jjblhjbb Lmjpbb ke_^m_l ihdZaZlv fhjh`_gh_ “Yllbk”, lZd dZd hgh y\ey_lky hkgh\guf kj_^b lh\Zjh\ “Bg]fZg fhjh`_gh_”. <^_dZ[j_ 2011 ]h^Z \ dhfiZgbb “Bg]fZg :ck Djbf Hx :[” ijhbahreb i_j_f_gu, \ j_amevlZl_ dhlhjuo gh\uf \eZ^_evp_f ij_^ijbylbc Bg]fZg klZeZ fbjh\Zy dhjihjZpby Xgbe_\_j. K 2012 ]h^Z KHHH “Bg]fZg fhjh`_gh_” \oh^bl \ khklZ\ dhfiZgbb Xgbe_\_j. =eZ\guc hnbk b ijhba\h^kl\h KHHH “Bg]fZg fhjh`_gh_” jZkiheh`_gu \ =hf_e_. DhfiZgb_c lZd`_ kha^ZgZ rbjhdZy k_lv kh[kl\_gguo j_]bhgZevguo ij_^klZ\bl_evkl\ gZ l_jjblhjbb J_kim[ebdb ;_eZjmkv. K 2007 ]h^Z ij_^ijbylb_ «jZ[hlZ_l ih ijbgpbiZf kbkl_fu G:KKJ, qlh ih^l\_j`^Z_lky k_jlbnbdZlhf gZ kbkl_fm mijZ\e_gby dZq_kl\hf b [_ahiZkghklvx ibs_\uo ijh^mdlh\ gZ hkgh\_ ZgZebaZ jbkdh\ b djblbq_kdbo dhgljhevguo lhq_d (G:KKJ)»137. Kbkl_fZ ZgZebaZ jbkdh\ b dhgljhey djblbq_kdbo lhq_d – dhgp_ipby, ij_^mkfZljb\ZxsZy kbkl_fZlbq_kdmx b^_glbnbdZpbx, hp_gdm b mijZ\e_gb_ hiZkgufb nZdlhjZfb, kms_kl\_ggh \ebyxsbfb gZ [_ahiZkghklv ijh^mdpbb. G_h[oh^bfhklv h[_ki_q_gby dhgdmj_glhkihkh[ghklb ijh^mdpbb gZ \gmlj_gg_f jugd_, ih\ur_gb_ wdkihjlguo \hafh`ghkl_c aZklZ\beb dhfiZgbx “Bg]fZg fhjh`_gh_” 137 H dhfiZgbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://ingman.by/ru/o- kompanii.html 196 h[jZlblv \gbfZgb_ gZ \g_^j_gb_ f_`^mgZjh^ghc kbkl_fu k_jlbnbdZpbb ijh^mdlh\ iblZgby FSSC 22000, dhlhjh_ [ueh \\_^_gh 2014 ]h^m. «Wlhl klZg^Zjl ih^^_j`b\Z_lky Dhgn_^_jZpb_c Ibs_\uo Ijh^mdlh\ b GZibldh\ ?\jhi_ckdh]h KhxaZ (CIAA). Djhf_ lh]h, klZg^Zjl FSSC 22000 – wlh kbkl_fZ f_g_^`f_glZ [_ahiZkghklb ibs_\hc ijh^mdpbb, ijbagZggZy =eh[Zevghc bgbpbZlb\hc ih [_ahiZkghklb ibs_\uo ijh^mdlh\, dhlhjZy ij_^klZ\ey_l djmig_crb_ fbjh\u_ jhagbqgu_ k_lb»138. KljmdlmjZ klZg^ZjlZ FSSC 22000 \dexqZ_l \ k_[y: mijZ\e_gb_ kbkl_fhc dZq_kl\Z, hl\_lkl\_gghklv \ukr_]h jmdh\h^kl\Z, mijZ\e_gb_ j_kmjkZfb, ieZgbjh\Zgb_ b \uimkd [_ahiZkghc ijh^mdpbb. Djhf_ lh]h, KHHH “Bg]fZg fhjh`_gh_” ieZgbjm_l \g_^jblv kbkl_fm mijZ\e_gby hdjm`Zxs_c kj_^hc BKH 14001 (ISO 14001). H^gZdh m [_ehjmkkdhc ijh^mdpbb _klv k_jvzaguc dhgdmj_gl – gZpbhgZevgh_ lmj_pdh_ fhjh`_gh_ ^hg^mjfZ. Ih dhgkbkl_gpbb hgh [he__ iehlgh_, ly]mq__, \yadh_, q_f deZkkbq_kdbc jhkkbckdbc iehf[bj. >_eh \ lhf, qlh lmj_pdh_ fhjh`_gh_ aZf_rb\Zxl gZ dhav_f fhehd_ k ^h[Z\e_gb_f fmdb ba dem[g_c ^bdhc hjob^_b (kZe_iZ) b fZklbdb, ihemqZ_fhc ba kfheu fZklbdh\h]h ^_j_\Z beb, dZd _]h _s_ gZau\Zxl, nbklZrdb fZklbqghc. Ihke_^gb_ ^\Z dhfihg_glZ ijb^Zxl fhjh`_ghfm `_kldhklv, [eZ]h^Zjy dhlhjhc hgh lZ_l hq_gv f_^e_ggh. Ijh^Z\pu ^hg^mjfu mkljZb\Zxl ^ey ihdmiZl_e_c g_h[uqgu_ ij_^klZ\e_gby – ^_fhgkljbjmxl, dZd ihehkdZ fhjh`_gh]h jZkly]b\Z_lky gZ [hevrmx ^ebgm beb djmlyl _]h \ \ha^mo_. H^gZdh ^ZggZy dhgdmj_gpby fh`_l ihfhqv fhjh`_ghfm “Yllbk” \g_^jblvky gZ lmj_pdbc jughd. J_deZfguc jhebd p_e_khh[jZagh ihkljhblv gZ hlebqbb ^hg^mjfu b [_ehjmkkdh]h fhjh`_gh]h. <_^v Lmjpby – kljZgZ k hq_gv jZa\blhc lmjbklbq_kdhc hljZkevx. < 2014 ]h^m __ ihk_lbeh 138 H dhfiZgbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://ingman.by/ru/o- kompanii.html 197 36,8 fbeebhgh\ q_eh\_d, ba gbo [he__ 4 fbeebhgh\ – jhkkbyg, dhlhju_ ijb\udeb d ljZ^bpbhgghfm iehf[bjm beb keb\hqghfm fhjh`_ghfm b hq_gv _]h ex[yl. KZfuc jZkijhkljZg_gguc \b^ f_^bZ \ Lmjpbb – l_e_\b^_gb_ b jZ^bh. Ihwlhfm Zdp_gl ke_^m_l k^_eZlv gZ l_e_\babhgghc j_deZf_. GZijbf_j, bf__l kfuke jZaf_klblv j_deZfm gZ hkgh\guo l_e_dZgZeZo Lmj_pdhc l_e_jZ^bhdhfiZgbb, ba\_klghc dZd TRT by\eyxs_cky hkgh\ghc l_e_jZ^bhdhfiZgb_c, Z lZd`_ gZ l_e_dZgZeZo, dhlhju_ ihdZau\Zxl \ hl_eyo. Qlh dZkZ_lky jZ^bhj_deZfu, lh jZ^bhklZgpbb TRT \_sZxl ]eh[Zevgh, ihwlhfm j_deZfZ, jZaf_s_ggZy gZ wlbo jZ^bhklZgpbyo, hih\_klbl h dhfiZgbb “Bg]fZg” gZ \_kv fbj. LZd dZd “Bg]fZg” Zdlb\guc wdkihjl_j, wlh hq_gv \u]h^gh. >Ze__ – h \hijhkZo p_gh\hc iheblbdb. K_[_klhbfhklv fhjh`_gh]h dhfiZgbb “Bg]fZg” – 8 lukyq [_ehjmkkdbo jm[e_c. H^gZdh ijb gZagZq_gbb p_gu ke_^m_l mqblu\Zlv, qlh \ blh]h\mx klhbfhklv ke_^m_l \dexqblv klhbfhklv ^hklZ\db h^ghc iZqdb fhjh`_gh]h. >hklZ\dZ gZ lmj_pdbc jughd [m^_l ^hklZlhqgh aZljZlghc \\b^m [hevrh]h jZkklhygby f_`^m Lmjpb_c b ;_eZjmkvx. Lmj_pdh_ jmdh\h^kl\h ijbf_gy_l \ hlghr_gbb bghkljZgguo dhfiZgbc dhfie_dk klbfmebjmxsbo b ihhsjbl_evguo f_j, dhlhju_ ijba\Zgu kihkh[kl\h\Zlv lZdhfm jZaf_s_gbx bg\_klbpbc \ kljZg_, dhlhjh_ [u hl\_qZeh h[s_c kljZl_]bb __ wdhghfbq_kdh]h jZa\blby. «LZd, \lhf, qlh dZkZ_lky hljZke_\h]h jZkij_^_e_gby bg\_klbpbc, \i_j\mxhq_j_^v, ihhsjyxlky bg\_klbpbb \ wdkihjlhhjb_glbjh\Zggu_ kn_ju ijhfure_gghklb b gZmdh_fdb_ ijhba\h^kl\Z, ZlZd`_\lmjbaf, i_j_\hadb, kljhbl_evkl\h, h[jZah\Zgb_, a^jZ\hhojZg_gb_. Ihfbfh wlh]h, \ khhl\_lkl\bb k iheblbdhc \ujZ\gb\Zgby mjh\g_c wdhghfbq_kdh]h jZa\blby hl^_evguo j_]bhgh\ kljZgu klbfmebjh\Zgb_ bghkljZggh]h dZiblZeZ \ Lmjpbb bf__l \ujZ`_gguc l_jjblhjbZevguc oZjZdl_j. 198 hl mjh\gy wdhghfbq_kdh]h jZa\blby Lmjpby mkeh\gh jZa^_e_gZ gZ q_luj_ dZl_]hjbb jZchgh\; \ wlh jZa^_e_gb_ aZeh`_gZ jZagZy kl_i_gv ihhsj_gby bghkljZgguo bg\_klbpbc: jZchgu i_j\hc kl_i_gb ijbhjbl_lghklb; jZchgu \lhjhc kl_i_gb ijbhjbl_lghklb; ghjfZevgu_ jZchgu; jZa\blu_ jZchgu»139. Ba wlh]h ke_^m_l, qlh, _keb j_qv b^_l h gZjm`ghc j_deZf_, lh __ ke_^m_l jZaf_sZlv \ jZchgZo i_j\hc ijbhjbl_lghklb, ZlZd`_\hae_[hevrbgkl\Zhl_e_c, ]^_ hl^uoZxl lmjbklu ba kljZg KG=, m dhlhjuo ljZ^bpbhgguf fhjh`_guf kqblZ_lky iehf[bj, Z g_ ^hg^mjfZ. Mqblu\Zy lh, qlh jhkkbckdbc lmjbkl – wlh kj_^gbc deZkk b \ur_, j_deZfZ ^ey lmjbklh\, gZijZ\e_ggZy bkdexqbl_evgh gZ lZdmx Zm^blhjbx, ijbg_k_l hsmlbfu_ j_amevlZlu, ohly gm`gh mqblu\Zlv, qlh \ha^_ckl\b_ j_deZfgh]h khh[s_gby gZ ihlj_[bl_ey h]jZgbq_gh \h \j_f_gb. Ijb wlhf ^hdZaZgh, qlh ijb hlkmlkl\bb bgnhjfZpbb gZ jh^ghf yaud_ gZ hl^uo_ m lmjbklh\ \hagbdZ_l "bgnhjfZpbhgguc ]heh^" – ihlj_[ghklv \ jZa^jZ`bl_eyo gZ jh^ghf yaud_. Ihwlhfm Lmjpby b^_Zevgh ih^oh^bl ^ey ijh\_^_gby kj_^b lmjbklh\ djZldhkjhqguo j_deZfguo dZfiZgbc b Zdpbc. Bkoh^y ba wlh]h, ke_^m_l ihgbfZlv, qlh _keb dhfiZgby “Bg]fZg” ieZgbjm_l ihklhyggh ih^^_j`b\Zlv bgl_j_k d k\h_c ijh^mdpbb kj_^b jmkkdhyauqguo lmjbklh\, _c ke_^m_l ijh\h^blv ihklhyggmx j_deZfgmx dZfiZgbx b ijZdlbq_kdb [_kij_ju\gh djmlblv k\hb j_deZfgu_ jhebdb, ^Z[u kf_gyxsbcky ihlhd lmjbklh\ magZe h gZebqb_ ijh^mdpbb dhfiZgbb. Q_j_a g_kdhevdh f_kyp_\ ke_^m_l ihdZau\Zlv gh\uc jhebd, qlh[u j_deZfZ [ukljh g_ ijb_eZkv b g_ \uau\ZeZ `_eZgby __ hldexqblv. < Zkkhjlbf_gl_ dhfiZgbb “Bg]fZg” – 11 \b^h\ fhjh`_gh]h jZaguo \dmkh\ b ZjhfZlh\. G_kdhevdh j_deZfguo jhebdh\, Zdp_glbjh\Zgguo gZ jZaghc ijh^mdpbb, \iheg_ kijZ\bebkv [u k ihklZ\e_gghc aZ^Zq_c. 139 J_dhf_g^Zpbb ih ^hklmim gZ jughd Lmjpbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.ved.gov.ru/exportcountries/tr/tr_market/tr_pract_access/ 199 G_ klhbl aZ[u\Zlv h j_deZf_ gZ lmj_pdhf yaud_. Wlgh]jZnbq_kdbc fZjd_lbg] lj_[m_l k_jv_agh]h ih^oh^Z, l_f [he__ \ Lmjpbb. <_^v ^Z`_ kZfuc ]jZfhlguc i_j_\h^ fh`_l ku]jZlv k j_deZfh^Zl_e_f aemx rmldm. : imklu_ njZau b debr_ ihlj_[bl_ey g_ ijb\e_dZxl. Ihwlhfm ijb kha^Zgbb j_deZfu, hjb_glbjh\Zgghc gZ lmj_pdh]h\hjysbo `bl_e_c, ke_^m_l ijb[_]gmlv d mkem]Zf ijhn_kkbhgZevguo i_j_\h^qbdh\, ^Z[u ba[_`Zlv dZd ]jZffZlbq_kdbo, lZd b klbebklbq_kdbo hrb[hd \ j_deZfghf jhebd_ beb gZ j_deZfghf [Zgg_j_. < Lmjpbb lZd`_ fgh]h lmjbklh\ kljZg AZiZ^ghc ?\jhiu, ihwlhfm gZjm`gZy j_deZfZ \iheg_ fh]eZ [u \uimkdZlvky _s_ b gZ Zg]ebckdhf yaud_, ^Z[u ijb\e_qv Zg]eh]h\hjysbo ihdmiZl_e_c b “ijb[ebablv” fhjh`_gh_ “Bg]fZg” d ^Zgghfm kehx gZk_e_gby. H]jZgbq_gbc gZ j_deZfm fhjh`_gh]h lmj_pdb_ \eZklb g_ ijbgbfZeb. IjZ\bl_evkl\hf Lmjpbb \\_^_g ebrv aZij_l gZ j_deZfm Zedh]hevguo gZibldh\ b lZ[Zqguo ba^_ebc. Bah[jZ`_gb_ kibjlguo b lZ[Zqguo ba^_ebc \ ^jm]bo j_deZfguo jhebdZo ^he`gh [ulv jZafulh. Ex[mx ^jm]mx j_deZfm \h \k_o kj_^kl\Zo fZkkh\hc bgnhjfZpbb fh]ml aZij_lblv ebrv ijb gZebqbb g_p_gamjghc e_dkbdb b hkdhj[bl_evguo \ukdZau\Zgbc. Ih wlhc `_ ijbqbg_ k n_\jZey 2014 ]h^Z \ wlhc kljZg_ fh]ml aZdjulv ex[hc bgl_jg_l-kZcl. < j_amevlZl_ ijh\_^_ggh]h bkke_^h\Zgby fh`gh k^_eZlv ke_^mxsb_ \u\h^u. 200 >Zjvy Q_jd_k Dhglmju j_deZfgh]h ijh^\b`_gby Z\lhfh[be_c «;_e^`b» gZ jughd DZaZoklZgZ Kh\f_klgh_ aZdjulh_ Zdpbhg_jgh_ h[s_kl\h (KA:H) “;?E>@B” gZoh^blky \ [_ehjmkkdhf ]hjh^_ ;hjbkh\_ Fbgkdhc h[eZklb. Hkgh\ghc \b^ ^_yl_evghklb ij_^ijbylby – ijhba\h^kl\h e_]dh\uo Z\lhfh[be_c “Geely” ^ey \gmlj_gg_]h jugdZ J_kim[ebdb ;_eZjmkv b \g_rg_]h jugdZ. Bg\_klbpbhgguc ijh_dl “Hj]ZgbaZpby ijhba\h^kl\Z e_]dh\uo Z\lhfh[be_c gZ l_jjblhjbb J_kim[ebdb ;_eZjmkv” klZjlh\Ze \ 2011 ]h^m ihke_ ih^ibkZgby Fbgbkl_jkl\hf ijhfure_gghklb J_kim[ebdb ;_eZjmkv b dblZckdhc dhfiZgb_c “Geely” f_fhjZg^mfZ h khljm^gbq_kl\_ ih ijhba\h^kl\m Z\lhfh[be_c. Bg\_klhjZfb ijh_dlZ \uklmiZxl: H:H “;_e:A” – mijZ\eyxsZy dhfiZgby ohe^bg] “;?E:A-OHE>BG=” – 54,8% Zdpbc; dblZckdZy dhjihjZpby “Geely” – 35,6%; “KhxaZ\lhl_ogheh]bb”, hj]Zgbah\Zggh_ H:H “;:LW” MijZ\eyxsZy dhfiZgby ohe^bg]Z “:\lhdhfihg_glu”, b dblZckdZy dhfiZgby “Shentou” – 9,6%. 23 ^_dZ[jy 2011 ]h^Z Fbgkdbf h[eZklguf bkihegbl_evguf dhfbl_lhf aZj_]bkljbjh\Zgh kh\f_klgh_ aZdjulh_ Zdpbhg_jgh_ h[s_kl\h “;?E>@B”. «=eZ\gZy p_ev ijh_dlZ ijhba\h^kl\h 120 lukyq e_]dh\uo Z\lhfh[be_c \ ]h^ aZ i_jbh^ k 2012 ih 2020 ]h^. K 2012 ih 2015 ]h^ ieZgbjm_lky ijhba\h^kl\h k 10 000 ^h 60 000 Z\lhfh[be_c \ ]h^»140. Imlv d ih\ur_gbx wnn_dlb\ghklb jZ[hlu ij_^ijbylby b ih\ur_gbx klZlmkZ aZdexqZ_lky \h \g_^j_gbb ijh]j_kkb\ghc kbkl_fu dZq_kl\Z, [Zabjmxs_cky gZ f_`^mgZjh^guo klZg^ZjlZo ISO 9000. Jmdh\h^kl\h KA:H “;?E>@B” \h ]eZ\_ k ^bj_dlhjhf h[s_kl\Z >.G. ;ZljZdh\uf ijbgyeh kljZl_]bq_kdh_ j_r_gb_ ih jZajZ[hld_ b \g_^j_gbx kbkl_fu f_g_^`f_glZ dZq_kl\Z, khhl\_lkl\mxs_c 140 H dhfiZgbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://belgee.by 201 lj_[h\Zgbyf KL; ISO 9001-2009. G_h[oh^bfhklv \ kha^Zgbb b \g_^j_gbb kbkl_fu f_g_^`f_glZ dZq_kl\Z h[hkgh\ZgZ ih\ur_gb_f dhgdmj_glhkihkh[ghklb gZ jugd_ ljZgkihjlguo kj_^kl\ \ kljZgZo LZfh`_ggh]h KhxaZ b Z\lhfh[bevghc ijhfure_gghklb \ p_ehf, Z lZd`_ fZdkbfZevguf khhl\_lkl\b_f `_eZgbyf ihlj_[bl_e_c k hjb_glbjhf gZ ih\ur_gb_ wnn_dlb\ghklb mijZ\e_gby b h[_ki_q_gby i_jkhgZeZ b khljm^gbdh\ ij_^ijbylby klZ[bevgufb khpbZevgufb ]ZjZglbyfb. < 2013 ]h^m [ueZ ijh\_^_gZ ijhp_^mjZ k_jlbnbdZpbb kbkl_fu f_g_^`f_glZ dZq_kl\Z KA:H “;?E>@B” gZ khhl\_lkl\b_ lj_[h\Zgbyf KL; ISO 9001-2009 hj]Zghf ih k_jlbnbdZpbb kbkl_f mijZ\e_gby “:D:>?F-K?JL”. K_jlbnbdZl khhl\_lkl\by ihemq_g 28 yg\Zjy 2013 ]h^Z b m^hklh\_jy_l, qlh kbkl_fZ f_g_^`f_glZ dZq_kl\Z ijbf_gbl_evgh d ijhba\h^kl\m ih k[hjd_ e_]dh\uo Z\lhfh[be_c khhl\_lkl\m_l lj_[h\Zgbyf KL; ISO 9001-2009. Ihemq_g lZd`_ k_jlbnbdZl khhl\_lkl\by gZ iZjlbx aZiZkguo qZkl_c Z\lhfh[be_c GEELY SC7, kh]eZkgh lj_[h\Zgbyf l_ogbq_kdbo ghjfZlb\guo ijZ\h\uo Zdlh\: ijZ\be ?WD HHG, KL;, =HKL. 202 Dexq_\u_ nZdlhju mki_oZ jZa\blby dhfiZgbb: jZa\blb_ fhsg_cr_c gZmqgh-l_ogbq_kdhc [Zau; djmigu_ \eh`_gby \ h[jZah\Zgb_ khljm^gbdh\; \ukhdh_ dZq_kl\h Z\lhfh[be_c; ^_fhdjZlbqgu_ p_gu gZ jugd_. >ey Geely gZ^z`gZy aZsblZ \h^bl_e_c b iZkkZ`bjh\ klhbl gZ i_j\hf f_kl_. GZ^ \hijhkZfb gZ^_`ghklb Z\lhfh[be_c Geely ljm^ylky lukyqb khljm^gbdh\ \ ^\mo bkke_^h\Zl_evkdbo p_gljZo dhfiZgbb. >hklb`_gbyf \ h[eZklb [_ahiZkghklb lZd`_ kihkh[kl\m_l l_kgh_ khljm^gbq_kl\h k dhfiZgb_c Volvo. Kh]eZkgh ^Zgguf ZgZeblbq_kdh]h Z]_glkl\Z “: 141 :\lhjughd DZaZoklZgZ \ 1 d\ZjlZe_ 2015 ]h^Z [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.autostat.ru/news/view/21096 203 Honda, Toyota. GTSM fh^_eb Geely SC7 \dexqZ_l \ k_[y: mkbe_ggmx dhgkljmdpbx dmah\Z, iheghklvx aZsbsZxsmx \h^bl_e_c b i_r_oh^h\; we_dljhggmx kbkl_fm klZ[bebaZpbb lhjfhah\; SRS- ih^mrdb [_ahiZkghklb; we_dljhggu_ ij_^gZly`bl_eb j_fg_c [_ahiZkghklb k h]jZgbqbl_eyfb mkbe_gbc; [jmkvy [_ahiZkghklb ^\_j_c; k`bfZ_fu_ ahgu \ i_j_^g_c b aZ^g_c qZklb Z\lh. 142 205 g_kdhevdh ih^mr_d [_ahiZkghklb, \dexqZy [hdh\u_ b kbkl_fZ ihfhsb ijb iZjdh\d_ (iZjdljhgbd)»143. Ijbh[j_klb Z\lhfh[bev fh`gh m`_ k_]h^gy [eZ]h^Zjy _]h ^_fhdjZlbqghc klhbfhklb. Ijb wlhf fh`gh ba[_`Zlv ebrgbo aZljZl gZ lhieb\h: jZkoh^ \ wdhghf. j_`bf_ 6- 8 e. gZ 100 df. E_]dh iZjdh\Zlvky b fZg_\jbjh\Zlv \ ]hjh^_ b aZ ]hjh^hf. KLH Z\lhfh[be_c [m^ml gZoh^blvky \ djmiguo ]hjh^Zo DZaZoklZgZ, gZ Z\lhfh[bevguo aZijZ\hqguo klZgpbyo \ dZaZoklZgkdbo j_]bhgZo. < dj_^bl kljZoh\dZ D:KDH h[yaZl_evgZ gZ \_kv kjhd bkihevah\Zgby kj_^kl\Z [ZgdZ. Kj_^gyy klhbfhklv kljZoh\Zgby ljm^hkihkh[ghklb gZ ljb ]h^Z hieZqb\Z_lky ijb ih^ibkZgbb dj_^blgh]h ^h]h\hjZ. Ih hp_gd_ wdki_jlh\ ]jmiiu dhffmgbdZpbhgguo Z]_glkl\ Dentsu Aegis Network Kazakhstan, \ DZaZoklZg_ gZ k_]h^gyrgbc ^_gv gZ[ex^Z_lky kgb`_gb_ h[t_fh\ jugdZ j_deZfu \ f_^bZ. 143 Hijh_dl_ [We_dljhgguc j_kmjk]. – 2015. – URL: http://marketing.by/analitika/obzor-reklamnogo-rynka-belarusi-v-2015-godu-prognozy- na-2016-god 206 mqZklgbdZfb jugdZ gZjm`ghc j_deZfu. Lj_lvbf ih h[t_fm k_]f_glhf dZaZoklZgkdh]h j_deZfgh]h jugdZ y\ey_lky jughd i_qZlguo KFB. >Zgguc k_]f_gl j_deZfgh]h jugdZ DZaZoklZgZ hlebqZ_l aZf_lgh_ kgb`_gb_ l_fih\ jhklZ ijb [hevrhf dhebq_kl\_ mqZklgbdh\ b rbjhdhf Zkkhjlbf_gl_ j_deZfguo bgkljmf_glh\. 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H[sb_ lj_[h\Zgby”, IjZ\beZfb \u^Zqb jZaj_r_gby gZ j_deZfm f_^bpbgkdbo mkem], f_lh^h\ b kj_^kl\ ijhnbeZdlbdb, ^bZ]ghklbdb, e_q_gby b f_^bpbgkdhc j_Z[beblZpbb, ZlZd`_ [bheh]bq_kdb Zdlb\guo ^h[Z\hd d ibs_, ml\_j`^_ggufb IjbdZahf FbgbkljZ a^jZ\hhojZg_gby J_kim[ebdb DZaZoklZg hl 18 ghy[jy 2009 ]h^Z “H g_dhlhjuo \hijhkZo \u^Zqb jZaj_r_gby gZ j_deZfm”. 144 J_deZfguc jughd DZaZoklZgZ [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.tvmedia.kz/ad 207 208 >Zjvy Q_jd_k I_jki_dlb\u j_deZfgh]h ijh^\b`_gby djhkkh\hd «;_ed_evf_» gZ jughd Q_obb AZdjulh_ Zdpbhg_jgh_ h[s_kl\h kh\f_klgh_ [_ehjmkkdh- bkiZgkdh_ ij_^ijbylb_ “;_ed_evf_”, kha^Zggh_ \ 1993 ]h^m, y\ey_lky \_^msbf \ ;_eZjmkb ijhba\h^bl_e_f h[m\b ^ey aZgylbc kihjlhf b Zdlb\gh]h hl^uoZ. =eZ\gZy p_ev A:H KI “;_ed_evf_” – \uimkd b j_ZebaZpby \ukhdhdZq_kl\_gghc, dhgdmj_glhkihkh[ghc gZ \gmlj_gg_f b \g_rg_f jugdZo ijh^mdpbb. 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AZ ^\Z ^_kyldZ e_l k\h_c bklhjbb A:H KI “;_ed_evf_” khojZgbeh klZlmk mgbdZevgh]h ^ey ;_eZjmkb ij_^ijbylby. DhfiZgby ijhba\h^bl kh\j_f_ggmx kihjlb\gmx h[m\v \ bg^mkljbZevguo fZkrlZ[Zo. «Ihemqb\ gZ klZjl_ bghkljZggmx l_ogheh]bq_kdmx b 209 l_ogbq_kdmx ih^^_j`dm, gZ nZ[jbd_ kmf_eb l\hjq_kdb hk\hblv hiul, Z aZl_f \hkiblZlv kh[kl\_ggu_ \ukhdhijhn_kkbhgZevgu_ dZ^ju, khklZ\eyxsb_ dhklyd dhee_dlb\Z. Gug_ wlh h^bg ba ]eZ\guo j_kmjkh\ dhfiZgbb, ijb\e_dZxsbc \gbfZgb_ aZjm[_`guo iZjlg_jh\ b ihl_gpbZevguo bg\_klhjh\»145. >_ckl\mxsZy \ A:H KI “;_ed_evf_” kbkl_fZ f_g_^`f_glZ dZq_kl\Z khhl\_lkl\m_l klZg^ZjlZf KL; ISO 9001-2009 b h[_ki_qb\Z_l \uimkd ijh^mdpbb \ukhdh]h dZq_kl\Z, \hklj_[h\Zgghc \ ;_eZjmkb b aZ jm[_`hf. Kihjlb\gZy h[m\v “;_ed_evf_” \uiheg_gZ ba gZlmjZevghc dh`b. HgZ h[eZ^Z_l ^he]h\_qghklvx b gZ^_`ghklvx. ;eZ]h^Zjy hkh[hc kl_evd_ b “^urZs_c” k_lqZlhc ih^deZ^d_ gh]b [m^ml dhfnhjlgh hsmsZlv k_[y \ h[m\b “;_ed_evf_” \ l_q_gb_ \k_]h ^gy. 145 Bklhjby dhfiZgbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.belkelme.by/about/history 146 Kihjl ^ey \k_o \ Q_obb: gZpbhgZevgu_ hkh[_gghklb [We_dljhgguc j_kmjk]. – 2015. – URL: http://czguide.ru/ 210 jZa\e_dZl_evgufb f_jhijbylbyfb, gZijbf_j ihoh^hf \ iZjd beb \ lhj]h\h-jZa\e_dZl_evguc p_glj. Djhf_ lh]h, wlbfb \b^Zfb kihjlZ fh`gh aZgbfZlvky dhee_dlb\gh. Q_ob, hkh[_ggh fheh^_`v, hq_gv ^jm`_ex[gu, b ex[yl kh[bjZlvky \ [hevrb_ dhfiZgbb. DZ`^Zy `_gsbgZ ohq_l \u]ey^_lv [_amij_qgh \ ex[hc kblmZpbb. >ey `_gsbg dhfiZgby “;_ed_evf_” ij_^eZ]Z_l rbjhdbc Zkkhjlbf_gl h[m\b ^ey kihjlZ b Zdlb\gh]h hl^uoZ. LZd`_ Zkkhjlbf_gl \dexqZ_l ijh]mehqgu_ fh^_eb. 147 H[m\v ^ey `_gsbg [We_dljhgguc j_kmjk]. – 2015. – URL: http://sportsity.by/obuv_belkelme 211 H[m\v ^ey b]ju \ nml[he – [mlku. Nml[he y\ey_lky ihimeyjghc kihjlb\ghc b]jhc. < g__ k m^h\hevkl\b_f b]jZxl ijhn_kkbhgZeu b ex[bl_eb. 148 Jughd h[m\b Q_obb [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.export.by/?act=s_docs&mode=view&id=2777&doc=64 212 Hkgh\gu_ oZjZdl_jbklbdb h[m\b «;_ed_evf_». FZl_jbZe \_joZ – gZlmjZevgZy dh`Z. H[eZ^Z_l g_h[oh^bfufb mijm]hieZklbq_kdbfb b ]b]b_gbq_kdbfb k\hckl\Zfb. IjhklbedZ – ^_lZev, kem`ZsZy ^ey ke_^Z h[m\b, qlh[u gZ ih\_joghklb hkgh\ghc kl_evdb b ih^hr\u g_ h[jZah\u\Zebkv [m]ju b \fylbgu. Ijb oh^v[_ ^_eZ_l ih^hr\m mklhcqb\hc. 149 Nbjf_ggZy k_dpby KI ;_ed_evf_ [We_dljhgguc j_kmjk]. – 2014. – URL: http://sportsity.by/obuv_belkelme/obuv_dlya_zhenschin 213 214 FZjlbgZ Q_jdh\kdZy DblZc k_]h^gy — wlh kljZgZ h]jhfguo \hafh`ghkl_c. 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Wlh h^gZ ba kZfuo wdhghfbq_kdb wnn_dlb\guo hljZke_c \ ohayckl\_ DblZy. 150 Hkh[_gghklb dblZckdh]h jugdZ [We_dljhgguc j_kmjk]. – 2015. – URL: http://proft-china.com/agentskie_uslugi_v_kitae/osobe 151 Ijhfure_gghklv DblZy [We_dljhgguc j_kmjk]. – 2015. – URL: http://industry.imextrade.ru/education/the-industry-o 216 ijhba\h^kl\m h^_`^u – ]hjh^Z @hg]rZg], >hg]mZg b NhrZg. 217 ihklZ\eylv fZ]Zabgu k rbjhdbf Zkkhjlbf_glhf lh\Zjh\, hjb]bgZevghklv fh^_e_c “FZjmky” iha\hey_l ihemqblv deb_glh\ b m^b\blv bo. 152 DblZc [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.the-discoverer.ru/geo- 1839.html 218 FZjlbgZ Q_jdh\kdZy NhjfmeZ j_deZfgh]h ijh^\b`_gby `_gkdh]h gb`g_]h [_evy «Milavitsa» gZ jughd Q_obb Hkgh\gu_ hljZkeb q_rkdhc ijhfure_gghklb – lhieb\h wg_j]_lbq_kdZy, fZrbghkljh_gb_, obfbq_kdZy, l_dklbevgZy, ibs_\Zy, ijhba\h^kl\h kl_deZ b nZjnhjZ. Q_oby bf__l ohjhrh ihklZ\e_ggh_ k_evkdhohayckl\_ggh_ ijhba\h^kl\h. Ijb g_[hevrhf jZaf_j_ a_f_evghc iehsZ^b Q_oby iheghklvx m^h\e_l\hjy_l \gmlj_ggb_ ihlj_[ghklb \ ijh^h\hevkl\bb. Djhf_ lh]h, agZqbl_evgZy qZklv k_evkdhohayckl\_gghc ijh^mdpbb b^_l gZ wdkihjl. <_^msZy hljZkev q_rkdhc wdhghfbdb – ijhfure_gghklv. AZ ]h^u khpbZebafZ \ kljZg_ [ueZ ijh\_^_gZ dhj_ggZy j_dhgkljmdpby klZjuo bg^mkljbZevguo jZchgh\ b kha^Zgu jy^ hlkmlkl\h\Z\rbo jZg__ gh\uo hljZke_c ijhfure_gghklb. Khhjm`_gb_ [hevrh]h dhebq_kl\Z gh\uo ij_^ijbylbc \ khq_lZgbb k j_dhgkljmdpb_c ^_ckl\mxsbo ijb\_eh d agZqbl_evghfm mkbe_gbx dhhi_jbjh\Zgby ijhfure_gguo ij_^ijbylbc g_ lhevdh \ ij_^_eZo ljZ^bpbhgguo wdhghfbq_kdbo jZchgh\, gh b \ h[s_]hkm^Zjkl\_gghf fZkrlZ[_. «LZd keh`bebkv HkljZ\kdh-DZj\bgkdbc jZchg, fZrbghkljhbl_evgu_ Z]ehf_jZpbb IjZ]b, ;jgh, Ieva_gy, we_dljhwg_j]_lbq_kdbc b obfbq_kdbc dhfie_dk K_\_jghc Q_obb. Q_rkdh_ gZjh^gh_ ohayckl\h jZkiheZ]Z_l g_iehohc wg_j]_lbq_kdhc [Zahc. ?_ hkgh\m khklZ\eyxl l_iehwe_dljhklZgpbb, gZ ^hex dhlhjuo ijboh^blky ^h 90% \k_c \ujZ[Zlu\Z_fhc we_dljhwg_j]bb»153. 153 KljmdlmjZ jugdZ Q_obb [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.bestreferat.ru/referat-32278.html 219 Q_obb b X`ghc FhjZ\bb. Djhf_ lh]h, [hevrhc \deZ^ \ wg_j]_lbq_kdbc nhg^ \ghkyl b ]b^jhwe_dljhklZgpbb, dhlhju_ khklhyl \ hkgh\ghf gZ ]hjguo j_dZo kljZgu b \ jZchgZo, ]^_ g_l aZe_`_c m]ey. Kj_^b hkgh\guo lhj]h\uo iZjlg_jh\ kljZgu: =_jfZgby, Keh\Zdby, :\kljZeby, Jhkkby, BlZeby, IhevrZ, NjZgpby, ;_eZjmkv. Bo ^hey \h \g_rg_lhj]h\hf h[hjhl_ khklZ\ey_l 70%. Ke_^m_l hlf_lblv, qlh \h \g_rg_c lhj]h\e_ Q_obb ^_ckl\m_l rbjhdhfZkrlZ[gZy ijh]jZffZ eb[_jZebaZpbb wdkihjlZ b bfihjlZ. H^gZdh gZpbhgZevgu_ bgl_j_ku kljZgu, g_h[oh^bfhklv ih^^_j`b\Zlv jZ\gh\_kb_ f_`^m kijhkhf b ij_^eh`_gb_f gZ jugd_ b h[_ki_qb\Zlv k[ul lh\Zjh\ hl_q_kl\_ggh]h ijhba\h^kl\Z ihlj_[h\Zeb \\_^_gby ebp_gabjh\Zgby g_dhlhjuo lh\Zjh\. WlZ f_jZ ghkbl \j_f_gguc oZjZdl_j, b qbkeh ebp_gabjm_fuo lh\Zjh\ ihkl_i_ggh khdjZsZ_lky. K\yab ;_eZjmkb b Q_obb bf_xl ^Z\gxx bklhjbx, gh 1990-_ ]h^u klZeb k\h_h[jZaguf jm[_`hf \ jZa\blbb [_ehjmkkdh-q_rkdbo hlghr_gbc. Bf_ggh lh]^Z ;_eZjmkv h[j_eZ j_Zevgmx g_aZ\bkbfhklv, Z Q_oby hkms_kl\beZ "[ZjoZlguc jZa\h^" kh Keh\Zdb_c. ;_ehjmkkdbc wdkihjl \ Q_obx m\_ebqbeky ih kjZ\g_gbx k 2013 ]h^hf gZ 34,2% b khklZ\be \ 2014 ]h^m $128,7 feg, ijb wlhf aZ^Zgb_ ih l_fim jhklZ wdkihjlZ [ueh mklZgh\e_gh \ 2014 ]h^m \ jZaf_j_ 115%. H[t_f wdkihjlZ [_ehjmkkdbo lh\Zjh\ gZ q_rkdbc jughd [_a mq_lZ g_nlb, g_nl_ijh^mdlh\ b Zahlguo m^h[j_gbc khklZ\be $109,5 feg, ij_\ukb\ wlhl ihdZaZl_ev 2013 ]h^Z gZ 15%, beb $14,3 feg. AZ ihke_^gb_ ]h^u l_fiu jhklZ wdkihjlZ [_a mq_lZ g_nlb, g_nl_ijh^mdlh\ b m^h[j_gbc hlf_qZxlky g_agZqbl_evgu_, gh, l_f g_ f_g__, hgb ij_\urZxl l_fiu jhklZ [_ehjmkkdh]h wdkihjlZ \ Q_obx \ p_ehf. «H[t_f ^\mklhjhgg_c lhj]h\eb f_`^m ;_eZjmkvx b Q_ob_c aZ 2014 ]h^ khklZ\be [he__ $540 fbeebhgh\. L_fi jhklZ ih kjZ\g_gbx k 220 2013 ]h^hf – 91,3%»154. KZev^h \aZbfghc lhj]h\eb ijh^he`Z_l kdeZ^u\Zlvky ^ey ;_eZjmkb hljbpZl_evguf \ k\yab k j_ZebaZpb_c djmiguo bg\_klbpbhgguo ijh_dlh\ b khojZg_gb_f ijblhdZ ijyfuo q_rkdbo bg\_klbpbc \ ;_eZjmkv, h^gZdh, \\b^m jhklZ wdkihjlZ b kgb`_gby bfihjlZ kZev^h khdjZlbehkv gZ $116,8 fbeebhgh\ b khklZ\beh \ 2014 ]h^m ihqlb $283 fbeebhgh\. Bfihjl ba Q_obb \ ;_eZjmkv \ 2014 ]h^m kgbabeky ih kjZ\g_gbx k 2013 ]h^hf ihqlb gZ 17% bkhklZ\be $411,6 feg. < lh\Zjghc kljmdlmj_ q_rkdh]h bfihjlZ i_j\h_ f_klh aZgbfZxl \uqbkebl_evgu_ fZrbgu b e_]dh\u_ Z\lhfh[beb. Gh \h fgh]hf bfihjl aZ\bkbl hl j_Zebam_fuo \ ;_eZjmkb bg\_klbpbhgguo ijh_dlh\ k mqZklb_f q_rkdbo dhfiZgbc. 154 ;_eZjmkv \ 2014 ]h^m ^hklb]eZ j_dhj^gh]h ihdZaZl_ey ih wdkihjlm lh\Zjh\ \ Q_obx [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.export.by/?act=news&mode=view&id=6 221 h^ghbf_ggZy [h]bgy kqblZ_lky kbf\hehf ex[\b b hebp_l\hj_gb_f `_gkdhc djZkhlu. «Hkgh\Z p_e_\hc Zm^blhjbb – `_gsbgu 25-45 e_l, p_gysb_ we_]Zglghklv, dhfnhjl, h[jZsZxsb_ \gbfZgb_ gZ ^_lZeb b dZq_kl\h [_evy»155. Rbjhdbc fh^_evguc jy^ b p_gh\hc ^bZiZahg iha\heyxl knhjfbjh\Zlv lh\Zjgmx fZljbpm k mq_lhf hkh[_gghkl_c jZkiheh`_gby b p_e_\hc Zm^blhjbb dhgdj_lgh]h fZ]ZabgZ. :kkhjlbf_glgh_ ij_^eh`_gb_: [he__ 450 fh^_e_c _`_]h^gh; jZaf_jguc jy^ hl 65 ^h 120, iheghlZ hl A ^h J; _`_d\ZjlZevgh_ h[gh\e_gb_ fh^guo dhee_dpbc. Hkgh\m Zkkhjlbf_glZ “FbeZ\bpu” khklZ\ey_l ijh^mdpby kj_^g_c p_gh\hc dZl_]hjbb, ihevamxsZyky kijhkhf m gZb[hevr_]h djm]Z ihlj_[bl_e_c. < lh\Zjgmx fZljbpm \oh^yl: deZkkbq_kdZy dhee_dpby “FbeZ\bpZ” (kj_^g_-gbadbc p_gh\hc k_]f_gl); fh^gu_ dhee_dpbb “FbeZ\bpZ” (kj_^gbc p_gh\hc k_]f_gl); fh^gu_ dhee_dpbb Alisee (njZgpmakdZy ebp_gabhggZy lhj]h\Zy fZjdZ gb`g_]h [_evy kj_^g_-\ukhdh]h p_gh\h]h k_]f_glZ); [_ev_ ^ey kgZ b dmiZevgbdb “FbeZ\bpZ”; fm`kdhc Zkkhjlbf_gl – [_ev_ Hidalgo. Dhee_dpby “FbeZ\bpZ” ^_eblky gZ: deZkkbq_kdmx, fh^gmx b dhee_dpbx dmiZevgbdh\. < hkgh\_ deZkkbq_kdhc dhee_dpbb – [hevrh_ jZaghh[jZab_ fh^_e_c ^ey dZ`^h]h ^gy, khq_lZxsbo hkgh\u deZkkbq_kdh]h ^baZcgZ, dhfnhjlgu_ dhgkljmdpbb b nmgdpbhgZevgu_ fZl_jbZeu. “FbeZ\bpZ” – wdki_jl \ kha^Zgbb fh^_e_c ^ey iheguo `_gsbg (^h 120F). Ij_bfms_kl\Z: ba\_klgZy lhj]h\Zy fZjdZ k ohjhr_c j_imlZpb_c; magZ\Z_fhklv [j_g^Z h[_ki_qb\Z_l \ukhdbc ljZnbd; knhjfbjh\Zgguc djm] ehyevguo ihdmiZl_e_c; dZq_kl\_gguc ijh^mdl, nmgdpbhgZevgu_ b dhfnhjlgu_ dhgkljmdpbb, ijh\_j_ggu_ \j_f_g_f, h[_ki_qb\Zxl klZ[bevguc, \ukhdbc kijhk; kijhk gZ ijh^mdpbx g_ bf__l yjdh \ujZ`_gghc k_ahgghklb; ]hlh\Zy, ^_lZevgh ijhjZ[hlZggZy 155 H dhfiZgbb [We_dljhgguc j_kmjk]. – 2015. – URL: http://www.milavitsa.com/ 222 fh^_ev jhagbqgh]h [bag_kZ ]ZjZglbjm_l klZ[bevguc ^hoh^; ]b[db_ lj_[h\Zgby d bf_xsbfky ihf_s_gbyf, iha\heyxsb_ fbgbfbabjh\Zlv bg\_klbpbb \ hldjulb_ fZ]ZabgZ; \aZ\bkbfhklbhl jZaf_jZ bg\_klbpbc kjhd hdmiZ_fhklb ijh_dlZ fh`_l \Zjvbjh\Zlvky hl 12 ^h 18 f_kyp_\; \hafh`ghklv aZdj_ie_gby aZ h^gbf iZjlg_jhf l_jjblhjbb ijb hldjulbb g_kdhevdbo fZ]Zabgh\ \ khhl\_lkl\bb k ml\_j`^_gguf ieZghf jZa\blby; \ky ijh^mdpby ijhba\h^blky \ ;_eZjmkb, qlh iha\hey_l h[_ki_qblv wnn_dlb\gmx eh]bklbdm b klZ[bevgmx p_gh\mx iheblbdm. Bkoh^y ba wlh]h, ijbieZgbjh\Zgbbj_deZfghcdZfiZgbb\ Q_obb fh`gh k^_eZlv ke_^mxsb_ \u\h^u. 223 ^_\mrdb, `b\msb_ \ IjZ]_, fh]eb fgh]h b [ukljh magZlv h “FbeZ\bp_”, i_jki_dlb\gh ijh\_klb bo khpbheh]bq_kdbc hijhk. <- ^_\yluo, \Z`gh ijhba\h^blv [_evz b ^ey iurguo `_gsbg, ZlZd`_ ki_pbZevgu_ dhjk_lu ^ey l_o, dlh ohq_l \k_]^Z hklZ\Zlvky kljhcguf. 224 :gZklZkby Q_jgh\Z :dlmZevgu_ \hijhku j_deZfgh]h ijh^\b`_gby kihjlb\ghc ijh^mdpbb «Mad Wave» gZ jughd Kh_^bg_gguo RlZlh\ :f_jbdb Kh_^bg_ggu_ RlZlu :f_jbdb – p_glj fbjh\h]h dj_Zlb\Z. Bf_ggh a^_kv ihy\bebkv djmig_crb_ j_deZfgu_ Z]_glkl\Z, dhlhju_ mki_rgh \uihegyxl k\hx jZ[hlm. Ihfbfh wlh]h, \ KR: kms_kl\m_l b fgh`_kl\h ijhba\h^bl_e_c, [j_g^h\. 156 Hkh[_gghklb Zf_jbdZgkdhc j_deZfu [We_dljhgguc j_kmjk]. – 2009. – URl: http://ermakoffpsy.blogspot.com.by/2009/11/blog-post_15.html 225 khagZgbb, ^Z`_ _keb ]eZaZ __ g_ kha_jpZxl»157. J_deZfZ \ ij_kk_ ^hklZlhqgh ljZ^bpbhggZ: h[ty\e_gby \ ]Za_lZo b `mjgZeZo, \deZ^db, jZa\hjhlu. G_ bkdexq_gb_ b qbklh j_deZfgZy lbih]jZnkdZy ijh^mdpby: ijhki_dlu, [mde_lu, ki_pbZevgu_ ]Za_lu, dhlhju_ aZdeZ^u\Zxlky \ ihqlh\uc ysbd. JZa \ g_^_ex dhfie_dlm_lky "j_deZfguc iZd_l", dhlhjuc jZkijhkljZgy_lky k \hkdj_kghc ]Za_lhc. 157 OZjZdl_jgu_ hkh[_gghklb j_deZfu \ KR: [We_dljhgguc j_kmjk]. – 2012. – URL: http://rubikon.name/2012/05/12/harakternyie-osobennosti-reklamyi-v-ssha/ 226 Zf_jbdZgkdbo jhebdZo j_deZfbjm_fuc ijh^mdl ihdZau\Zxl bf_ggh \ dZdbo-lh [ulh\uo kp_gZo, oZjZdl_jguo ^ey `bagb ex[h]h Zf_jbdZgpZ. Wlh ^_eZ_lky ^ey kha^Zgby hsms_gby ijbkmlkl\by, a_jdZeZ. >he`gh dZaZlvky, [m^lh [u ^ey ihegh]h kqZklvy ihlj_[bl_ex g_ o\ZlZ_l bf_ggh lh\ZjZ, dhlhjuc j_deZfbjmxl. J_deZfZ ^he`gZ m[_`^Zlv \ gZ^_`ghklb b dZq_kl\_, ihwlhfm _s_ h^ghc hkh[_gghklvx Zf_jbdZgkdhc j_deZfu y\ey_lky ^_fhgkljZpby ijh^mdpbb \h \j_fy kha^Zgby. IhdZau\Zxl ko_fm ]hlh\h]h ijh^mdlZ, ijhp_kk ba]hlh\e_gby, khklZ\gu_ qZklb. KZfuc jZkijhkljZg_gguc ijb_f — ^_ckl\b_ lh\ZjZ gZ fbdjhmjh\g_, lh _klv dZdbf kihkh[hf hkms_kl\ey_lky ihemq_gb_ j_amevlZlZ. LZdhc `_ ijbgpbi bkihevam_lky g_ lhevdh \ l_e_j_deZf_. Kwlhc`_p_evx qZklh hkms_kl\ey_lky [_kieZlgZy jZa^ZqZ h[jZaph\ \ ki_pbZevguo j_deZfguo fbgb-miZdh\dZo – dhjh[hqdZo k kmobfb aZ\ljZdZfb m f_ljh, iZd_lbdZo k qZ_f \ ihqlh\hf ysbd_, [he_mlheyxsbo lZ[e_ldZo \ iZqd_ kZen_lhd. :f_jbdZgpZf g_h[oh^bfh h[yaZl_evgh ihdZaZlv, dZd ijh^mdpby ^_ckl\m_l, qlh hgb ihemqZl, _keb dmiyl __. Ihwlhfm ke_^m_l k^_eZlv Zdp_gl gZ lhf, qlh j_deZfbjm_fuc ijh^mdl: dZq_kl\_gguc; q_eh\_d hl _]h ihdmidb hklZg_lky lhevdh \ iexk_, gm`gh lhevdh k^_eZlv Zdp_gl gZ [hgmkZo, dhlhjuc ij_^hklZ\bl lh\Zj; fh`gh \_jgmlv, _keb hg g_dZq_kl\_gguc. G_dhlhju_ j_deZfsbdb ^Z`_ \klZ\eyxl lZdmx njZam, fhe, fh`gh \_jgmlv \ l_q_gb_ f_kypZ, lZdbf h[jZahf, kha^Z_lky \i_qZle_gb_, qlh ijhba\h^bl_eb m\_j_gu \ lhf, qlh bo lh\Zj b \ijZ\^m ohjhr. Ke_^m_l hlf_lblv b ^jm]b_ ijb_fu, dhlhjufb fh`gh \ha^_ckl\h\Zlv gZ deb_glZ: 1) HihjZ gZ Zf_jbdZgkdbc klZg^Zjl, ljZ^bpbx. JZamf__lky, \gZqZe_ klZg^Zjl kha^Z_lky, jZkijhkljZgy_lky, aZl_f kem`bl [eZ]h^Zlghc ihq\hc ^ey lhj]h\eb. Dg_fmfh`gh hlg_klb: a^hjh\h_ iblZgb_, a^hjh\mx h^_`^m, a^hjh\uc hl^uo, 227 qbklhlm l_eZ – \hehk, am[h\. < jZfdZo dZ`^h]h ba gbo kms_kl\m_l fgh`_kl\h ijbagZdh\-ijZ\be, nhjfbjmxsbo kh[ex^_gb_ klZg^ZjlZ gZ [ulh\hf mjh\g_; 2) :f_jbdZgpu \_jyl \k_fm, qlh bf j_dhf_g^mxl. GZijbf_j, g_ _^yl ycpZ \kfyldm – lhevdh ihke_ ^ebl_evghc l_jfhh[jZ[hldb, ohly \jy^ eb [hevrbgkl\m ba gbo ba\_klgu dhgdj_lgu_ kemqZb aZ[he_\Zgby kZevfhg_ee_ahf; 3) HihjZ gZ ihimeyjghklv. «Hnhjfe_gb_ ijh^mdpbb \ khhl\_lkl\bb k l_fZlbdhc ihimeyjguo nbevfh\, fmevlbdh\, kihjlb\guo dhfZg^. Ijb wlhf ohjhrh ^_ckl\m_l ijb_f aZimkdZ \ k_jbx: djhkkh\db \uimkdZxlky k nhlh]jZnbyfb kjZam \k_o ]_jh_\ fmevlbdZ – \u[bjZc k\h_]h kZfh]h ex[bfh]h. Fh`gh ijhy\blv bg^b\b^mZevghklv, ijbkh_^bgb\rbkv d h[s_fm fg_gbx. DklZlb, g_ba\_klgh, dlh gZ dh]h jZ[hlZ_l: nbevfu gZ lh\Zju beb gZh[hjhl»158. :f_jbdZgpu mf_xl b]jZlv qm\kl\Zfb \ j_deZf_, gbdlh emqr_ gbo g_ mf__l aZ g_kdhevdh k_dmg^ \kdheuogmlv b \ua\Zlv m khhl_q_kl\_ggbdh\ qm\kl\Z, hlghr_gby b `_eZgby. 158 De_cfbobgZ, L. ;hevrh_ ihehlgh Zf_jbdZgkdhc j_deZfu / L. De_cfbobgZ // [We_dljhgguc j_kmjk]. – 2014. – URL: http://www.triz- ri.ru/market/?id=1151&name=bolshoe_polotno_amerikanskoy_reklamy 228 Qlh[u kha^Z\Z_fh_ j_deZfgh_ h[ty\e_gb_ [ueh wnn_dlb\guf, Z\lhj klZjZ_lky ijb\e_qv d g_fm \gbfZgb_, kha^Zlv bgl_j_k, ^hklbqv ^h\_jby ihlj_[bl_ey, mkbeblv _]h `_eZgb_ bf_lv lh\Zj b klbfmebjh\Zlv ^_ckl\b_ ihlj_[bl_ey. L_dkl \ jZ^bh b l_e_j_deZf_ h[uqgh ij_^klZ\ey_l kh[hc mklguc ^bZeh] b ghkbl gZa\Zgb_ Zm^bhqZklb j_deZfghc aZklZ\db. L_dkl fh`_l [ulv ij_^klZ\e_g \ \b^_ gZeh`_gby ]hehkZ g_\b^bfh]h ^bdlhjZ beb ijhbag_k_g ^bdlhjhf, \_^msbf beb Zdl_jhf i_j_^ dZf_jhc. 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