E_apk_2018_10_7

ƉƬƹƩƹƶƱƲ ƵƮƶƮƭƯƵƮƶƻ ǎ ƸǎƭƸƹƱnjƵƶƱƿƻƫƷ

ƛƌƒ 658.589:338.43.02

DOI: https://doi.org/10.32317/2221-1055.201810040

Ɣ.ƀ. ƕƑƞƉƒƔƗƋƉ, ƭƷƳƻƷƹ ƮƳƷƶƷƵǎǀƶƱƾ ƶƩƼƳ, ƸƹƷƽƮƺƷƹ ƕ.Ɨ. ƔƑơƎƖƓƗ, ƭƷƳƻƷƹ ƮƳƷƶƷƵǎǀƶƱƾ ƶƩƼƳ, ƭƷƿƮƶƻ ƛ.Ƌ. ƜƚƛƀƓ, ƳƩƶƭƱƭƩƻ ƮƳƷƶƷƵǎǀƶƱƾ ƶƩƼƳ

ƔƭƽƨƵǍƯƴư ƻƷƸƨƪƳǍƵƵLJ ƴƨƸƲƭƺưƵƫƶƴ ƺƨ ƯƩƻƺƶƴ ƷƸƶƬƻƲƾǍǎ ƹǍƳDŽƹDŽƲƶƫƶƹƷƶƬƨƸƹDŽƲưƽ ƷǍƬƷƸưNjƴƹƺƪ Ƶƨ ƸưƵƲƻ ƯƭƸƵƨ

ƕƮƻƩ ƺƻƩƻƻǎ – ƭƷƺƴǎƭƱƻƱ ƵƮƾƩƶǎưƵƱ ƼƸƹƩƫƴǎƶƶLj ƵƩƹƳƮƻƱƶƬƷƵ ƻƩ ưƪƼƻƷƵ Ƽ ƺǎƴDžƺDžƳƷƬƷƺƸƷƭƩƹƺDžƳƱƾ ƸǎƭƸƹƱnjƵƺƻ- ƫƩƾ-ƫƱƹƷƪƶƱƳƩƾ ưƮƹƶƩ ƶƩ ƿǎƴDžƷƫƱƾ ƹƱƶƳƩƾ ƲƷƬƷ ưƪƼƻƼ.

ƕƮƻƷƭƱƳƩ ƭƷƺƴǎƭƯƮƶƶLj. ƋƱƳƷƹƱƺƻƩƶƷ ƵƮƻƷƭƱ: ƺƱƺƻƮƵƶƷƬƷ ƩƶƩƴǎưƼ – ƸƹƱ ƫƱưƶƩǀƮƶƶǎ ƻƮƶƭƮƶƿǎƲ ƹƷưƫƱƻƳƼ ƹƱƶƳƼ ưƮƹƶƩ; ƵƷƶƷƬƹƩƽǎǀƶƱƲ – ƭƴLj ƸƷƬƴƱƪƴƮƶƷƬƷ ƭƷƺƴǎƭƯƮƶƶLj ƸƷƺƻƩƫƴƮƶƱƾ ưƩƫƭƩƶDž, ƳƷƹƮƴLjƿǎƲƶƷ-ƹƮƬƹƮƺǎƲƶƷƬƷ ƩƶƩƴǎưƼ – ƭƴLj ƫƱưƶƩǀƮƶƶLj ƫƸƴƱƫƼ ǀƱƶƶƱƳǎƫ ƶƩ ƫƮƴƱǀƱƶƼ ƻƹƩƶƺƩƳƿǎƲƶƱƾ ƫƱƻƹƩƻ ǎ ƫƱLjƫƴƮƶƶLj ƫưƩnjƵƷưƫ’LjưƳǎƫ ƻƩ ƫưƩnjƵƷưƩƴƮƯƶƷƺƻƮƲ, ƸƷƹǎƫƶLjƴDžƶƷƬƷ ƩƶƩƴǎưƼ – ƭƴLj ƭƷƺƴǎƭƯƮƶƶLj ƿǎƶƷƫƱƾ ƳƷƴƱƫƩƶDž ƶƩ ƹƱƶƳƼ ưƮƹƶƩ, ƹƷưƹƩƾƼƶƳƷƫǎ ƻƩ ƩƪƺƻƹƩƳƻƶƷ-ƴƷƬǎǀƶǎ – ƭƴLj ƻƮƷƹƮƻƱǀƶƷƬƷ ƼưƩƬƩƴDžƶƮƶƶLj ƹƮưƼƴDžƻƩƻǎƫ ƭƷƺƴǎƭƯƮƶƶLj ǎ ƽƷƹƵƼƴLJƫƩƶƶLj ƫƱƺƶƷƫƳǎƫ ƻƩ ƸƹƷƸƷưƱƿǎƲ.

ƙƮưƼƴDžƻƩƻƱ ƭƷƺƴǎƭƯƮƶƶLj. ƋƱưƶƩǀƮƶƷ ƷƹƬƩƶǎưƩƿǎƲƶǎ ƩƺƸƮƳƻƱ ưƪƼƻƷƫƷǏ ƭǎLjƴDžƶƷƺƻǎ ƸǎƭƸƹƱnjƵƺƻƫ-ƫƱƹƷƪƶƱƳǎƫ ưƮƹƶƩ, ƷƺƷƪƴƱƫƷƺƻǎ ƿǎƶƷƼƻƫƷƹƮƶƶLj ƺǎƴDžƺDžƳƷƬƷƺƸƷƭƩƹƺDžƳƱƾ ƸǎƭƸƹƱnjƵƺƻƫ ƶƩ ƹƱƶƳƼ ưƮƹƶƩ, ƷƪǘƹƼƶƻƷƫƩƶƷ ƵƮƾƩƶǎưƵƱ ƼƸƹƩƫƴǎƶƶLj ƮƽƮƳƻƱƫƶǎƺƻLJ ưƪƼƻƷƫƷǏ ƭǎLjƴDžƶƷƺƻǎ ƺǎƴDžƺDžƳƷƬƷƺƸƷƭƩƹƺDžƳƱƾ ƸǎƭƸƹƱnjƵƺƻƫ ƶƩ ƹƱƶƳƼ ưƮƹƶƩ.

ƎƴƮƵƮƶƻƱ ƶƩƼƳƷƫƷǏ ƶƷƫƱưƶƱ. Ɛ ƵƮƻƷLJ ƸƷƴǎƸǁƮƶƶLj ƵƮƾƩƶǎưƵǎƫ ƼƸƹƩƫƴǎƶƶLj ƵƩƹƳƮƻƱƶƬƷƵ ƻƩ ưƪƼƻƷƵ ƸƹƷƭƼƳƿǎǏ ƺǎƴDžƺDžƳƷƬƷƺƸƷƭƩƹƺDžƳƱƾ ƸǎƭƸƹƱnjƵƺƻƫ ƶƩ ƹƱƶƳƼ ưƮƹƶƩ ƼƭƷƺƳƷƶƩƴƮƶƷ ƸƹƷƿƮƭƼƹƱ ƫƹƩƾƼƫƩƶƶLj ƺƮưƷƶƶƱƾ ƿǎƶƷƫƱƾ ƳƷƴƱƫƩƶDž ƻƩ ƺƮƹƮƭƶDžƷƺƻƹƷƳƷƫƱƾ ƻƮƶƭƮƶƿǎƲ ƸƹƱ ƫƺƻƩƶƷƫƴƮƶƶǎ ƹƮƩƴǎưƩƿǎƲƶƱƾ ƿǎƶ ƶƩ ưƮƹƶƷ ƺǎƴDžƺDžƳƷƬƷƺƸƷƭƩƹƺDžƳƱƵƱ ƸǎƭƸƹƱnjƵƺƻƫƩƵƱ ƶƩ ƷƺƶƷƫǎ ưƩƺƻƷƺƼƫƩƶƶLj ƸƹƷƬƶƷƺƻƱǀƶƷƬƷ ǎƶƺƻƹƼƵƮƶƻƩƹǎLJ ƸǎƭƻƹƱƵƳƱ ƸƹƱƲƶLjƻƻLj ƼƸƹƩƫƴǎƶƺDžƳƱƾ ƹǎǁƮƶDž Ƽ ƺƽƮƹǎ ưƪƼƻƼ ƸƹƷƭƼƳƿǎǏ .

ƘƹƩƳƻƱǀƶƩ ưƶƩǀƼǂǎƺƻDž. ƗƳƹƮƵǎ ƶƩƼƳƷƫǎ ƹƷưƹƷƪƳƱ ƺƻƷƺƷƫƶƷ ƷƪǘƹƼƶƻƼƫƩƶƶLj ƵƮƾƩƶǎưƵǎƫ ƿǎƶƷƼƻƫƷƹƮƶƶLj ƫ ƺǎƴDžƺDžƳƷƬƷƺƸƷƭƩƹƺDžƳƱƾ ƸǎƭƸƹƱnjƵƺƻƫƩƾ ƻƩ ƫƱưƶƩǀƮƶƶLj ƮƽƮƳƻƱƫƶƷƺƻǎ ưƪƼƻƷƫƷǏ ƭǎLjƴDžƶƷƺƻǎ ƸǎƭƸƹƱnjƵƺƻƫ Ƽ ƳƷƶƻƮƳƺƻǎ ƹƮƩƴǎưƩƿǎǏ ƸƷƴǎƻƱƳƱ ưƪƼƻƼ ưƮƹƶƷƫƷǏ ƸƹƷƭƼƳƿǎǏ ƺƸƹƱLjƻƱƵƼƻDž ƮƽƮƳƻƱƫƶƷƵƼ ƽƼƶƳƿǎƷƶƼƫƩƶƶLJ ƺǎƴDžƺDžƳƷƬƷƺƸƷƭƩƹƺDžƳƱƾ ƸǎƭƸƹƱnjƵƺƻƫ ƶƩ ƹƱƶƳƼ ưƮƹƶƩ. ƛƩƪƴ.: 1. ƙƱƺ.: 4. ƊǎƪƴǎƷƬƹ.: 15.

ƓƴLJǀƷƫǎ ƺƴƷƫƩ: ƵƮƾƩƶǎưƵƱ; ƹƱƶƷƳ ưƮƹƶƩ; ƺǎƴDžƺDžƳƷƬƷƺƸƷƭƩƹƺDžƳǎ ƸǎƭƸƹƱnjƵƺƻƫƩ; ưƪƼƻ; ƵƩƹƳƮƻƱƶƬ; ƿǎƶƱ.

ƔưƽƨƱƳƶƪƨ ƓdžƩƶƪ ſƪƨƵǍƪƵƨ – ƬƶƲƺƶƸ ƭƲƶƵƶƴǍƿƵưƽ ƵƨƻƲ, ƷƸƶƼƭƹƶƸ, ƯƨƪǍƬƻƪƨƿ ƲƨƼƭƬƸư ƴƭƵƭƬƮƴƭƵƺƻ ƯƶƪƵǍǀƵDŽƶƭƲƶƵƶƴǍƿƵƶǎ ƬǍLJƳDŽƵƶƹƺǍ ƺƨ NjƪƸƶǍƵƺƭƫƸƨƾǍǎ, ƙƻƴƹDŽƲưƱ ƵƨƾǍƶƵƨƳDŽƵưƱ ƨƫƸƨƸƵưƱ ƻƵǍƪƭƸƹưƺƭƺ (ƴ. ƙƻƴư, ƪƻƳ. ƋƭƸƨƹưƴƨ ƒƶƵƬƸƨƺDŽNjƪƨ, 160)

E-mail: lmikhaylova@yahoo.com

ORCID iD https://orcid.org/0000-0003-2628 5094

ƓưǀƭƵƲƶ ƔƨƸƫƨƸưƺƨ ƖƳƭƲƹƨƵƬƸǍƪƵƨ – ƬƶƲƺƶƸ ƭƲƶƵƶƴǍƿƵưƽ ƵƨƻƲ, ƬƶƾƭƵƺ, ƯƨƪǍƬƻƪƨƿ ƲƨƼƭƬƸư ƹƺƨƺưƹƺưƲư, ƨƵƨƳǍƯƻ ƫƶƹƷƶƬƨƸƹDŽƲƶǎ ƬǍLJƳDŽƵƶƹƺǍ ƺƨ ƴƨƸƲƭƺưƵƫƻ, ƙƻƴƹDŽƲưƱ ƵƨƾǍƶƵƨƳDŽƵưƱ ƨƫƸƨƸƵưƱ ƻƵǍƪƭƸƹưƺƭƺ (ƴ. ƙƻƴư, ƪƻƳ. ƋƭƸƨƹưƴƨ ƒƶƵƬƸƨƺDŽNjƪƨ, 160)

E-mail: lm_1980@ukr.net

ORCID iD https://orcid.org/0000-0002-6321-5178

ƛƹƺǍƲ ƚƭƺLJƵƨ ƊƶƳƶƬưƴưƸǍƪƵƨ – ƲƨƵƬưƬƨƺ ƭƲƶƵƶƴǍƿƵưƽ ƵƨƻƲ, ƬƶƾƭƵƺ ƲƨƼƭƬƸư ƹƺƨƺưƹƺưƲư, ƨƵƨƳǍƯƻ ƫƶƹƷƶƬƨƸƹDŽƲƶǎ ƬǍLJƳDŽƵƶƹƺǍ ƺƨ ƴƨƸƲƭƺưƵƫƻ, ƙƻƴƹDŽƲưƱ ƵƨƾǍƶƵƨƳDŽƵưƱ ƨƫƸƨƸƵưƱ ƻƵǍƪƭƸƹưƺƭƺ (ƴ. ƙƻƴư, ƪƻƳ. ƋƭƸƨƹưƴƨ ƒƶƵƬƸƨƺDŽNjƪƨ, 160)

E-mail: tanya_ustik@ukr.net

Ƙưƹ. 1. ƙƽƭƴƨ ǍƵƼƸƨƹƺƸƻƲƺƻƸư ƪƵƻƺƸǍǀƵDŽƶƫƶ ƸưƵƲƻ ƯƭƸƵƨ ƺƨ ǍƬƭƵƺưƼǍƲƨƾǍLJ ƴǍƹƾLJ ƹǍƳDŽƹDŽƲƶƫƶƹƷƶƬƨƸƹDŽƲưƽ ƷǍƬƷƸưNjƴƹƺƪ ƻ ǎǎ ƹƺƸƻƲƺƻƸǍ

ƌƮƭƸƭƳƶ: [3].

Ƙưƹ. 2.ƙƭƯƶƵƵǍ ƲƶƳưƪƨƵƵLJ ƾǍƵ ƺƨ ƶƩƹLJƫǍƪ ƸƭƨƳǍƯƨƾǍǎ ƯƭƸƵƨ ƷǀƭƵưƾǍ ƹǍƳDŽƹDŽƲƶƫƶƹƷƶƬƨƸƹDŽƲưƴư ƷǍƬƷƸưNjƴƹƺƪƨƴư ƪ ƛƲƸƨǎƵǍ, 2010–2016 ƸƸ.

ƊƹƺƨƵƶƪƳƭƵƵLJ ƪƯƨNjƴƶƯƪ’LJƯƲƻ ƪƵƻƺƸǍǀƵǍƽ ƼƨƲƺƶƸǍƪ Ǎ ƺƸƨƵƹƨƲƾǍƱƵưƽ ƪưƺƸƨƺ

ƒƭƸƻdžƿƨ ƹưƹƺƭƴƨ ƨƫƸƨƸƵƶƫƶ ƷǍƬƷƸưNjƴƹƺƪƨ

ƀƭƮƶƻƱƽǎƳƩƿǎLj ƸƹƷƿƮƭƼƹ ƻƩ ǎƶƺƻƹƼƵƮƶƻǎƫ ƼƸƹƩƫƴǎƶƶLj

ƮƽƮƳƻƱƫƶǎƺƻLJ

ƗƳƨƵƻƪƨƵƵLJ ƯƨƽƶƬǍƪ Ư ƷǍƬƪưǁƭƵƵLJ ƭƼƭƲƺưƪƵƶƹƺǍ ƪưƸƶƩƵưƾƺƪƨ ƺƨ ƸƭƨƳǍƯƨƾǍǎ ƯƭƸƵƨ:

–ƪưƯƵƨƿƭƵƵLJ ƹưƹƺƭƴư ƾǍƳƭƱ ƶƹƵƶƪƵƶǎ ƬǍLJƳDŽƵƶƹƺǍ ƷǍƬƷƸưNjƴƹƺƪƨ, ƹƺƸƨƺƭƫǍƿƵưƽ ƷƸǍƶƸưƺƭƺǍƪ, ƶƸǍNjƵƺưƸǍƪ ƺƨ ƫƶƸưƯƶƵƺƻ ƷƳƨƵƻƪƨƵƵLJ;

–ƨƵƨƳǍƯ ƹƺƸƨƺƭƫǍƿƵưƽ ƨƳDŽƺƭƸƵƨƺưƪ ƬƶƹLJƫƵƭƵƵLJ ǍƬƭƵƺưƼǍƲƶƪƨƵưƱ ƾǍƳƭƱ;

–ƪưƯƵƨƿƭƵƵLJ ƺưƷƻ ƴƨƸƲƭƺưƵƫƶƪƶ-ƯƩƻƺƶƪƶǎ ƹƺƸƨƺƭƫǍǎ;

–ƶƾǍƵƲƨ ƪưƸƶƩƵưƿƶǎ, ƲƶƴƭƸƾǍƱƵƶǎ ƺƨ ƳƶƫǍƹƺưƿƵƶǎ ƹƲƳƨƬƶƪưƽ ƭƲƶƵƶƴǍƿƵƶƫƶ ƷƶƺƭƵƾǍƨƳƻ ƷǍƬƷƸưNjƴƹƺƪƨ;

–ƸƶƯƸƶƩƲƨ ƹƺƸƨƺƭƫǍǎ ƷǍƬƪưǁƭƵƵLJ ƭƼƭƲƺưƪƵƶƹƺǍ ƷǍƬƷƸưNjƴƹƺƪƨ-ƪưƸƶƩƵưƲƨ ƯƭƸƵƨ

ƎƴƮƵƮƶƻƱ:

–ƻƷƸƨƪƳǍƵƵLJ ƪưƺƸƨƺƨƴư;

–ƪưƸǍǀƭƵƵLJ ƷƸƶƩƳƭƴư ƯƩƭƸǍƫƨƵƵLJ ƯƭƸƵƨ ƪ ƷǍƬƷƸưNjƴƹƺƪǍ;

–ƯƨƷƸƶƪƨƬƮƭƵƵLJ ƷƸƶƫƸƭƹưƪƵưƽ ƺƭƽƵƶƳƶƫǍƱ ƪưƸƶǁƻƪƨƵƵLJ ƯƭƸƵƶƪưƽ ƲƻƳDŽƺƻƸ

ƖƺƸưƴƨƵƵLJ ƸƭƯƻƳDŽƺƨƺǍƪ ƸƭƨƳǍƯƨƾǍǎ ƹƺƸƨƺƭƫǍƱ ƷǍƬƪưǁƭƵƵLJ ƭƼƭƲƺưƪƵƶƹƺǍ

Ƙưƹ. 4. ƔƭƽƨƵǍƯƴ ƻƷƸƨƪƳǍƵƵLJ ƭƼƭƲƺưƪƵǍƹƺdž ƼƻƵƲƾǍƶƵƻƪƨƵƵLJ ƹǍƳDŽƹDŽƲƶƫƶƹƷƶƬƨƸƹDŽƲƶƫƶ ƷǍƬƷƸưNjƴƹƺƪƨ-ƪưƸƶƩƵưƲƨ ƯƭƸƵƨ

11. Savitsky, O.V. (2013). Suchasnyi stan ta problemy rozvytku svitovoho rynku zernovykh kultur [Current state and problems of development of the world grain crop market]. European perspectives, 1, pp.193-198 [In Ukrainian].

12. Lupenko, Yu.O. & Messel-Veselyak, V.Ya. (Eds.) (2012).

Stratehichni napriamy rozvytku silskoho hospodarstva Ukrainy na period do 2020 roku [Strategic directions of agricultural development of Ukraine for the period until 2020]. Kyiv: NNTs “IAE” [In Ukrainian].

13. Farrell, M.J. (1957). The measurement of productive efficiency. Journal of the Royal Statistical Society, 120 (1), pp. 253–281 [In English].

14. Koopmans, T.C. (1951). Activity analysis of production and allocation. New York: Wiley [In English].

15. Pilarczyk, B. & Nesterowcz, R. (2010). Marketing ekologicznych produktów ijywnósciowych. Warszawa: Wydawnictwo Oficynaa Woãters Kluwerbusiness [In Polish].

16. Pilarski, S., Grzybowska, M., & Brzeziĝski, M. (2003).

Rynek zywnoħciekologicznej. Seria: Monografie irozprawy.

âomija: Wydawnictwo Wyijsej Skoly Agrobiznecuw âomijy [In Polish].

Mikhailova L.I., Lyshenko M.O., Ustǎk T.V. Management mechanisms for marketing in agricultural enterprises in the grain market

The purpose of the article is to study the management mechanisms for marketing in agricultural enterprises engaged in the production of grain at the target sales markets.

Research methods. In the research process the following methods have been used: system analysis for determining trends in development of the grain market; monographic methods for in-depth study of tasks; methods of correlation and regression analysis for determining influence factors on the magnitude of transaction costs and for identifying relationships and interdependencies; comparative analysis for study price fluctuations in the grain market; calculation and abstract and logical methods for theoretical synthesis of the research results and formulation of conclusions and proposals.

Research results. Organizational aspects of sales activities of enterprises engaged in grain production, and pricing peculiarities of agricultural enterprises in the grain market have been determined. Management mechanisms for sales activities’ efficiency in agricultural enterprises in the grain market have been grounded. Since a separate agricultural enterprise or even association formed by them cannot significantly affect on the market conditions, structure of formed channels of product market distribution, and essential characteristics of competitive situation, an increase economic efficiency level of its main activities and determining value is acquired mechanisms, tools, and organizational and managerial procedures for an adoption and implementation of decisions on streamlining a company’s behaviour on target sales markets.

Elements of scientific novelty. In order to improve management mechanisms for marketing of agricultural enterprises in the grain market, in the article have been improved procedures for taking into account seasonal price fluctuations and medium-term trends in establishing grain selling prices by agricultural enterprises on basis of the use of prognostic tools for supporting adoption of management decisions in product sales.

Practical significance. Separate scientific developments regarding a substantiation of pricing mechanisms in agricultural enterprises and determining an efficiency of their sales activities in context of marketing policy’s implementation will increase an economic efficiency of the industry and competitive status of enterprises. Tabl.: 1. Figs.: 4. Refs.: 15.

Keywords: mechanisms; grain market; agricultural enterprises; sales; marketing; prices.

Mykhailova Liubov Ivanivna – doctor of economic sciences, professor, head of the department of international economic activity and European integration, Sumy National Agrarian University (160, Herasyma Kondratieva st., Sumy)

E-mail: lmikhaylova@yahoo.com

ORCID iD https://orcid.org/0000-0003-2628 5094

Lyshenko Marharyta Oleksandrivna – doctor of economic sciences, associate professor (docent), head of the department of statistics, management activity analysis, and marketing, Sumy National Agrarian University (160, Herasyma Kondratieva st., Sumy)

E-mail: lm_1980@ukr.net

ORCID iD https://orcid.org/0000-0002-6321-5178

Ustik Tetiana Volodymyrivna – candidate of economic sciences, associate professor (docent) of the department of statistics, management activity analysis, and marketing, Sumy National Agrarian University (160, Herasyma Kondratieva st., Sumy)

E-mail: tanya_ustik@ukr.net

ƕƱƾƩƲƴƷƫƩ Ɣ.Ƒ., ƔDŽǁƮƶƳƷ ƕ.Ɖ., ƜƺƻƱƳ ƛ.Ƌ. ƕƮƾƩƶƱưƵDŽ ƼƸƹƩƫƴƮƶƱLj ƵƩƹƳƮƻƱƶƬƷƵ Ʊ ƺƪDŽƻƷƵ ƸƹƷƭƼƳƿƱƱ ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƾ ƸƹƮƭƸƹƱLjƻƱƲ ƶƩ ƹDŽƶƳƮ ưƮƹƶƩ

ƟƮƴDž ƺƻƩƻDžƱ – ƱƺƺƴƮƭƷƫƩƻDž ƵƮƾƩƶƱưƵDŽ ƼƸƹƩƫƴƮƶƱLj ƵƩƹƳƮƻƱƶƬƷƵ Ʊ ƺƪDŽƻƷƵ ƫ ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƾ ƸƹƮƭƸƹƱLjƻƱLjƾƸƹƷƱưƫƷƭƱƻƮƴLjƾ ưƮƹƶƩ ƶƩ ƿƮƴƮƫDŽƾ ƹDŽƶƳƩƾ ƮƬƷ ƺƪDŽƻƩ.

ƕƮƻƷƭƱƳƩ ƱƺƺƴƮƭƷƫƩƶƱLj. ƑƺƸƷƴDžưƷƫƩƶDŽ ƵƮƻƷƭDŽ: ƺƱƺƻƮƵƶƷƬƷ ƩƶƩƴƱưƩ – ƸƹƱ ƷƸƹƮƭƮƴƮƶƱƱ ƻƮƶƭƮƶƿƱƲ ƹƩưƫƱƻƱLj ƹDŽƶƳƩ ưƮƹƶƩ; ƵƷƶƷƬƹƩƽƱǀƮƺƳƱƲ – ƭƴLj ƼƬƴƼƪƴƮƶƶƷƬƷ ƱƺƺƴƮƭƷƫƩƶƱLj ƸƷƺƻƩƫƴƮƶƶDŽƾ ưƩƭƩǀ, ƳƷƹƹƮƴLjƿƱƷƶƶƷ-ƹƮƬƹƮƺƺƱƷƶƶƷƬƷ ƩƶƩƴƱưƩ – ƭƴLj ƷƸƹƮƭƮƴƮƶƱLj ƫƴƱLjƶƱLj ƽƩƳƻƷƹƷƫ ƶƩ ƫƮƴƱǀƱƶƼ ƻƹƩƶƺƩƳƿƱƷƶƶDŽƾ ƱưƭƮƹƯƮƳ Ʊ ƫDŽLjƫƴƮƶƱƮ ƫưƩƱƵƷƺƫLjưƮƲ Ʊ ƫưƩƱƵƷưƩƫƱƺƱƵƷƺƻƮƲ, ƺƹƩƫƶƱƻƮƴDžƶƷƬƷ ƩƶƩƴƱưƩ – ƭƴLj ƱƺƺƴƮƭƷƫƩƶƱLj ƿƮƶƷƫDŽƾ ƳƷƴƮƪƩƶƱƲ ƶƩ ƹDŽƶƳƮ ưƮƹƶƩ, ƹƩƺǀƮƻƶDŽƮ Ʊ ƩƪƺƻƹƩƳƻƶƷ-ƴƷƬƱǀƮƺƳƱƮ

– ƭƴLj ƻƮƷƹƮƻƱǀƮƺƳƷƬƷ ƷƪƷƪǂƮƶƱLj ƹƮưƼƴDžƻƩƻƷƫ ƱƺƺƴƮƭƷƫƩƶƱLj Ʊ ƽƷƹƵƼƴƱƹƷƫƩƶƱLj ƫDŽƫƷƭƷƫ Ʊ ƸƹƮƭƴƷƯƮƶƱƲ.

ƙƮưƼƴDžƻƩƻDŽ ƱƺƺƴƮƭƷƫƩƶƱLj. ƗƸƹƮƭƮƴƮƶDŽ ƷƹƬƩƶƱưƩƿƱƷƶƶDŽƮ ƩƺƸƮƳƻDŽ ƺƪDŽƻƷƫƷƲ ƭƮLjƻƮƴDžƶƷƺƻƱ ƸƹƮƭƸƹƱLjƻƱƲƸƹƷƱưƫƷƭƱƻƮƴƮƲ ưƮƹƶƩ, ƷƺƷƪƮƶƶƷƺƻƱ ƿƮƶƷƷƪƹƩưƷƫƩƶƱLj ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƾ ƸƹƮƭƸƹƱLjƻƱƲ ƶƩ ƹDŽƶƳƮ ưƮƹƶƩ, ƷƪƷƺƶƷƫƩƶDŽ ƵƮƾƩƶƱưƵDŽ ƼƸƹƩƫƴƮƶƱLj džƽƽƮƳƻƱƫƶƷƺƻDžLJ ƺƪDŽƻƷƫƷƲ ƭƮLjƻƮƴDžƶƷƺƻƱ ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƾ ƸƹƮƭƸƹƱLjƻƱƲ ƶƩ ƹDŽƶƳƮ ưƮƹƶƩ.

ƦƴƮƵƮƶƻDŽ ƶƩƼǀƶƷƲ ƶƷƫƱưƶDŽ. ƚ ƿƮƴDžLJ ƼƴƼǀǁƮƶƱLj ƵƮƾƩƶƱưƵƷƫ ƼƸƹƩƫƴƮƶƱLj ƵƩƹƳƮƻƱƶƬƷƵ Ʊ ƺƪDŽƻƷƵ ƸƹƷƭƼƳƿƱƱ ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƾ ƸƹƮƭƸƹƱLjƻƱƲ ƶƩ ƹDŽƶƳƮ ưƮƹƶƩ ƼƺƷƫƮƹǁƮƶƺƻƫƷƫƩƶƩ ƸƹƷƿƮƭƼƹDŽ ƼǀƮƻƩ ƺƮưƷƶƶDŽƾ ƿƮƶƷƫDŽƾ ƳƷƴƮƪƩƶƱƲ Ʊ ƺƹƮƭƶƮƺƹƷǀƶDŽƾ ƻƮƶƭƮƶƿƱƲ ƸƹƱ ƼƺƻƩƶƷƫƴƮƶƱƱ ƹƮƩƴƱưƩƿƱƷƶƶDŽƾ ƿƮƶ ƶƩ ưƮƹƶƷ ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƵƱ ƸƹƮƭƸƹƱLjƻƱLjƵƱ ƶƩ ƷƺƶƷƫƮ ƸƹƱƵƮƶƮƶƱLj ƸƹƷƬƶƷƺƻƱǀƮƺƳƷƬƷ ƱƶƺƻƹƼƵƮƶƻƩƹƱLj ƸƷƭƭƮƹƯƳƱ ƸƹƱƶLjƻƱLj ƼƸƹƩƫƴƮƶǀƮƺƳƱƾ ƹƮǁƮƶƱƲ ƫ ƺƽƮƹƮ ƺƪDŽƻƩ ƸƹƷƭƼƳƿƱƱ.

ƘƹƩƳƻƱǀƮƺƳƩLj ưƶƩǀƱƵƷƺƻDž. ƗƻƭƮƴDžƶDŽƮ ƶƩƼǀƶDŽƮ ƹƩưƹƩƪƷƻƳƱ ƸƷ ƷƪƷƺƶƷƫƩƶƱLJ ƵƮƾƩƶƱưƵƷƫ ƿƮƶƷƷƪƹƩưƷƫƩƶƱLj ƫ ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƾ ƸƹƮƭƸƹƱLjƻƱLjƾ Ʊ ƷƸƹƮƭƮƴƮƶƱƮ džƽƽƮƳƻƱƫƶƷƺƻƱ ƺƪDŽƻƷƫƷƲ ƭƮLjƻƮƴDžƶƷƺƻƱ ƸƹƮƭƸƹƱLjƻƱƲ ƫ ƳƷƶƻƮƳƺƻƮ ƹƮƩƴƱưƩƿƱƱ ƸƷƴƱƻƱƳƱ ƺƪDŽƻƩ ưƮƹƶƷƫƷƲ ƸƹƷƭƼƳƿƱƱ ƪƼƭƼƻ ƺƷƭƮƲƺƻƫƷƫƩƻDž džƽƽƮƳƻƱƫƶƷƵƼ ƽƼƶƳƿƱƷƶƱƹƷƫƩƶƱLJ ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƾ ƸƹƮƭƸƹƱLjƻƱƲ ƶƩ ƹDŽƶƳƮ ưƮƹƶƩ. ƛƩƪƴ .: 1. Ƒƴƴ .: 4. ƊƱƪƴƱƷƬƹ .: 15.

ƓƴLJǀƮƫDŽƮ ƺƴƷƫƩ: ƵƮƾƩƶƱưƵDŽ; ƹDŽƶƷƳ ưƮƹƶƩ; ƺƮƴDžƺƳƷƾƷưLjƲƺƻƫƮƶƶDŽƮ ƸƹƮƭƸƹƱLjƻƱLj; ƺƪDŽƻ; ƵƩƹƳƮƻƱƶƬ; ƿƮƶDŽ.

ƔưƽƨƱƳƶƪƨ ƓdžƩƶƪDŽ ƐƪƨƵƶƪƵƨ – ƬƶƲƺƶƸ DžƲƶƵƶƴưƿƭƹƲưƽ ƵƨƻƲ, ƷƸƶƼƭƹƹƶƸ, ƯƨƪƭƬƻdžǁƨLJ ƲƨƼƭƬƸƶƱ ƴƭƵƭƬƮƴƭƵƺƨ ƪƵƭǀƵƭDžƲƶƵƶƴưƿƭƹƲƶƱ ƬƭLJƺƭƳDŽƵƶƹƺư ư ƭƪƸƶưƵƺƭƫƸƨƾưư, ƙƻƴƹƲƶƱ ƵƨƾưƶƵƨƳDŽƵǃƱ ƨƫƸƨƸƵǃƱ ƻƵưƪƭƸƹưƺƭƺ (ƫ. ƙƻƴǃ, ƻƳ. ƋƭƸƨƹưƴƨ ƒƶƵƬƸƨƺDŽƭƪƨ, 160)

E-mail: lmikhaylova@yahoo.com

ORCID iD https://orcid.org/0000-0003-2628 5094

ƓǃǀƭƵƲƶ ƔƨƸƫƨƸưƺƨ ƈƳƭƲƹƨƵƬƸƶƪƵƨ – ƬƶƲƺƶƸ DžƲƶƵƶƴưƿƭƹƲưƽ ƵƨƻƲ, ƬƶƾƭƵƺ, ƯƨƪƭƬƻdžǁƨLJ ƲƨƼƭƬƸƶƱ ƹƺƨƺưƹƺưƲư, ƨƵƨƳưƯƨ ƽƶƯLJƱƹƺƪƭƵƵƶƱ ƬƭLJƺƭƳDŽƵƶƹƺư ư ƴƨƸƲƭƺưƵƫƨ, ƙƻƴƹƲƶƱ ƵƨƾưƶƵƨƳDŽƵǃƱ ƨƫƸƨƸƵǃƱ ƻƵưƪƭƸƹưƺƭƺ (ƫ. ƙƻƴǃ, ƻƳ. ƋƭƸƨƹưƴƨ ƒƶƵƬƸƨƺDŽƭƪƨ, 160)

E-mail: lm_1980@ukr.net

ORCID iD https://orcid.org/0000-0002-6321-5178

ƛƹƺưƲ ƚƨƺDŽLJƵƨ ƊƳƨƬưƴưƸƶƪƵƨ – ƲƨƵƬưƬƨƺ DžƲƶƵƶƴưƿƭƹƲưƽ ƵƨƻƲ, ƬƶƾƭƵƺ ƲƨƼƭƬƸǃ ƹƺƨƺưƹƺưƲư, ƨƵƨƳưƯƨ ƽƶƯLJƱƹƺƪƭƵƵƶƱ ƬƭLJƺƭƳDŽƵƶƹƺư ư ƴƨƸƲƭƺưƵƫƨ, ƙƻƴƹƲƶƱ ƵƨƾưƶƵƨƳDŽƵǃƱ ƨƫƸƨƸƵǃƱ ƻƵưƪƭƸƹưƺƭƺ (ƫ. ƙƻƴǃ, ƻƳ. ƋƭƸƨƹưƴƨ ƒƶƵƬƸƨƺDŽƭƪƨ, 160)

E-mail: tanya_ustik@ukr.net

ƙƺƨƺƺLJ ƵƨƬǍƱǀƳƨ Ƭƶ ƸƭƬƨƲƾǍǎ 19.09.2018 Ƹ. Ɯƨƽƶƪƭ ƸƭƾƭƵƯƻƪƨƵƵLJ: 23.10.2018 Ƹ.

ƉǍƩƳǍƶƫƸƨƼǍƿƵưƱ ƶƷưƹ ƬƳLJ ƾưƺƻƪƨƵƵLJ:

ƔưƽƨƱƳƶƪƨ Ɠ. ſ., ƓưǀƭƵƲƶ Ɣ. Ɩ., ƛƹƺǍƲ ƚ. Ɗ. ƔƭƽƨƵǍƯƴư ƻƷƸƨƪƳǍƵƵLJ ƴƨƸƲƭƺưƵƫƶƴ ƺƨ ƯƩƻƺƶƴ ƷƸƶƬƻƲƾǍǎ ƹǍƳDŽƹDŽƲƶƫƶƹƷƶƬƨƸƹDŽƲưƽ ƷǍƬƷƸưNjƴƹƺƪ Ƶƨ ƸưƵƲƻ ƯƭƸƵƨ. ƎƳƷƶƷƵǎƳƩ ƉƘƓ. 2018. ȴ 10. ƙ. 40 — 49.

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ƌƭƸƮƫƭƶƲƨƬƨƹƺƸ ƷƸƭƯƭƵƺƻƪƨƪ ƔƶƵǍƺƶƸưƵƫ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ ƪ ƛƲƸƨǎƵǍ Ưƨ 2016–2017 ƸƶƲư

8 ƮƶƪƺƵLJ 2018 ƸƶƲƻ ƪ ƶƼǍƹǍ ƗƸƭƬƹƺƨƪƵưƾƺƪƨ ƙƪǍƺƶƪƶƫƶ ƩƨƵƲƻ ƪ ƛƲƸƨǎƵǍ ƪǍƬƩƻƳƨƹLJ ƷƸƭƯƭƵƺƨƾǍLJ ƬƸƻƫƶǎ ƽƪưƳǍ ƴƶƵǍƺƶƸưƵƫƻ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ (2016–2017 ƸƶƲư) ƺƨ ƬƸƻƫƶƫƶ ƹƺƨƺưƹƺưƿƵƶƫƶ ǁƶƸǍƿƵưƲƨ.

ƔƶƵǍƺƶƸưƵƫ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ LJƪƳLJNj ƹƶƩƶdž ƷƳƨƺƼƶƸƴƻ, Ƶƨ LJƲǍƱ ƹưƹƺƭƴƨƺưƯƶƪƨƵƶ ƺƨ ƻƯƨƫƨƳDŽƵƭƵƶ ǍƵƼƶƸƴƨƾǍdž ƷƸƶ ƪƶƳƶƬǍƵƵLJ, ƲƶƸưƹƺƻƪƨƵƵLJ Ǎ ƸƶƯƷƶƸLJƬƮƭƵƵLJ ƯƭƴƭƳDŽƵưƴư ƬǍƳLJƵƲƨƴư. ƞƭ NjƬưƵƨ ƺƨ ƹƺƸƻƲƺƻƸƶƪƨƵƨ ƩƨƯƨ ƸǍƯƵưƽ ƴƨƹưƪǍƪ ƬƨƵưƽ: ƲǍƳDŽƲƶƹƺǍ ƯƨƸƭNjƹƺƸƶƪƨƵưƽ ƻ ƌƭƸƮƨƪƵƶƴƻ ƯƭƴƭƳDŽƵƶƴƻ ƲƨƬƨƹƺƸǍ ƯƭƴƭƳDŽ ƺƨ ƲǍƳDŽƲƶƹƺǍ ƯƨƸƭNjƹƺƸƶƪƨƵưƽ ƷƸƨƪ Ƶƨ Ƶưƽ ƻ ƌƭƸƮƨƪƵƶƴƻ ƸƭNjƹƺƸǍ Ƹƭƿƶƪưƽ ƷƸƨƪ Ƶƨ ƵƭƸƻƽƶƴƭ ƴƨƱƵƶ, ƸưƵƲƶƪưƽ ƺƸƨƵƯƨƲƾǍƱ ǍƯ ƯƭƴƭƳDŽƵưƴư ƬǍƳLJƵƲƨƴư, ƹƷƳƨƿƭƵưƽ ƷƶƬƨƺƲǍƪ, ƹƻƬƶƪưƽ ƹƷƶƸǍƪ ƺƶǁƶ – ƯƨƫƨƳƶƴ 65 ƷƶƲƨƯƵưƲǍƪ. ƌƶƹƳǍƬƮƭƵƵLJ ƨƲƻƴƻƳdžƪƨƳƶ ƬƨƵǍ ǀƭƹƺư ƪǍƬƶƴƹƺƪ: ƌƭƸƮƫƭƶƲƨƬƨƹƺƸƻ, ƔǍƵ’džƹƺƻ, ƌƭƸƮƨƪƵƶǎ ƼǍƹƲƨƳDŽƵƶǎ ƹƳƻƮƩư, ƌƭƸƮƹƺƨƺƻ, ƌƭƸƮƪƶƬƨƫƭƵƺƹƺƪƨ, ƌƭƸƮƨƪƵƶǎ ƹƻƬƶƪƶǎ ƨƬƴǍƵǍƹƺƸƨƾǍǎ. ƗƭƸǀưƱ ƴƶƵǍƺƶƸưƵƫ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ Ƶƨ ƶƹƵƶƪǍ ƬƨƵưƽ 2014–2015 ƸƶƲǍƪ Ʃƻƪ ƶƷƸưƳdžƬƵƭƵưƱ ƻ ƪƭƸƭƹƵǍ 2015 ƸƶƲƻ.

ƛƲƸƨǎƵƨ ƹƺƨƳƨ ƷƭƸǀƶdž ƻ ƹƪǍƺǍ ƲƸƨǎƵƶdž, LJƲƨ ƯƨƺƪƭƸƬưƳƨ ƺƨƲưƱ ǍƵƵƶƪƨƾǍƱƵưƱ ǍƵƹƺƸƻƴƭƵƺ LJƲ ƴƶƵǍƺƶƸưƵƫ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ Ƶƨ ƯƨƲƶƵƶƬƨƪƿƶƴƻ ƸǍƪƵǍ. «ƏƨƪƬLJƲư ƶƩƴǍƵƻ ǍƵƼƶƸƴƨƾǍNjdž Ƶƨƴ ƪƬƨƳƶƹLJ ƪƹƺƨƵƶƪưƺư ƷƶƪƵƶƺƻ ƬƭƸƮƨƪƵưƽ ƬƨƵưƽ ƷƸƶ ƯƭƴƭƳDŽƵǍ ƪǍƬƵƶƹưƵư. ƒƸǍƴ ƺƶƫƶ, ƷƶƪƵƶƾǍƵƵưƱ ƴƶƵǍƺƶƸưƵƫ ƬƨNj ƴƶƮƳưƪǍƹƺDŽ ǍƬƭƵƺưƼǍƲƻƪƨƺư ƹƳƨƩƲǍ ƹƺƶƸƶƵư ƻ ƬǍLJƳDŽƵƶƹƺǍ ƶƸƫƨƵǍƪ ƪƳƨƬư ƪ ƸƭƫǍƶƵƨƽ Ǎ ƪƮưƺư ƪǍƬƷƶƪǍƬƵưƽ ƯƨƽƶƬǍƪ», – ƷǍƬƲƸƭƹƳưƪ ƪ. ƶ. ƋƶƳƶƪư ƌƭƸƮƫƭƶƲƨƬƨƹƺƸƻ ƖƳƭƲƹƨƵƬƸ ƒƶƳƶƺǍƳǍƵ, ƯƨƯƵƨƿưƪǀư, ǁƶ ƸƭƨƳǍƯƨƾǍLJ ƷƸƶƭƲƺƻ ƹƺƨƳƨ ƴƶƮƳưƪƨ ƯƨƪƬLJƲư ƹưƹƺƭƴƵǍƱ ƷǍƬƺƸưƴƾǍ ƙƪǍƺƶƪƶƫƶ ƩƨƵƲƻ.

Əƨ ƹƳƶƪƨƴư ƯƨƹƺƻƷƵưƲƨ ƔǍƵǍƹƺƸƨ ƨƫƸƨƸƵƶǎ ƷƶƳǍƺưƲư ƺƨ ƷƸƶƬƶƪƶƳDŽƹƺƪƨ ƛƲƸƨǎƵư ƖƳƭƵư ƒƶƪƨƳDŽƶƪƶǎ, ƵƨƹƺƻƷƵưƴ ƭƺƨƷƶƴ ƹƷǍƪƷƸƨƾǍ ƯƨƳưǀƨNjƺDŽƹLJ ƹƺƪƶƸƭƵƵLJ ƨƪƺƶƴƨƺưƯƶƪƨƵƶǎ ƹưƹƺƭƴư ƯƩƶƸƻ ƬƨƵưƽ ƷƸƶ ƯƭƴƭƳDŽƵǍ ƪǍƬƵƶƹưƵư, LJƲƨ ƹƺƨƵƭ ǍƵƺƭƫƸƻdžƿƶdž ǍƵƼƶƸƴƨƾǍƱƵƶdž ƴƭƸƭƮƭdž ƬƳLJ ƹƻƩ’NjƲƺǍƪ ƴƶƵǍƺƶƸưƵƫƻ. ƞƭ ƯƨƩƭƯƷƭƿưƺDŽ ƵƶƪưƱ ƸǍƪƭƵDŽ ƷƸƶƯƶƸƶƹƺǍ ƻ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵƨƽ ƺƨ ƬƶƯƪƶƳưƺDŽ ƯƶƹƭƸƭƬưƺư ƯƻƹưƳƳLJ Ƶƨ ƷƶƲƸƨǁƭƵƵǍ ƪưƲƶƸưƹƺƨƵƵLJ ƯƭƴƭƳDŽ ƺƨ ƹƺƪƶƸƭƵƵǍ ƻƴƶƪ ƬƳLJ ƷƸƶƪƭƬƭƵƵLJ ƯƭƴƭƳDŽƵƶǎ ƸƭƼƶƸƴư.

ƌƶƪǍƬƲƶƪƶ. ƔƶƵǍƺƶƸưƵƫ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ – ƾƭ ƹưƹƺƭƴƨ ƯƩƶƸƻ, ƯƩƭƸƭƮƭƵƵLJ ƺƨ ƶƷƸưƳdžƬƵƭƵƵLJ ƵƨƩƶƸƻ ƬƨƵưƽ ƺƨ ƷƶƲƨƯƵưƲǍƪ ǁƶƬƶ ƹƺƨƵƻ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ ƪ ƛƲƸƨǎƵǍ. ƗƸƶƪƭƬƭƵƵLJ ƷƶƹƺǍƱƵƶƫƶ ƴƶƵǍƺƶƸưƵƫƻ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ ƪ ƛƲƸƨǎƵǍ ƷƭƸƭƬƩƨƿƭƵƶ ƷƶƹƺƨƵƶƪƶdž ƒƨƩǍƵƭƺƻ ƔǍƵǍƹƺƸǍƪ ƪǍƬ 23 ƹƭƸƷƵLJ 2017 ƸƶƲƻ ȴ 639 «ƗƸƶ ƸƭƨƳǍƯƨƾǍdž ƷǍƳƶƺƵƶƫƶ ƷƸƶƭƲƺƻ ǁƶƬƶ ƷƸƶƪƭƬƭƵƵLJ ƴƶƵǍƺƶƸưƵƫƻ ƯƭƴƭƳDŽƵưƽ ƪǍƬƵƶƹưƵ ƺƨ ƪƵƭƹƭƵƵLJ ƯƴǍƵ Ƭƶ ƬƭLJƲưƽ ƷƶƹƺƨƵƶƪ ƒƨƩǍƵƭƺƻ ƔǍƵǍƹƺƸǍƪ ƛƲƸƨǎƵư».

ƐƩ ǎƶƽƷƹƵƩƿǎnjLJ ƍƮƹƯƬƮƷƳƩƭƩƺƻƹƼ