ecpros_2017_117_19

ɍȾɄ 658.817.012.7:65.011.46

ȺɇȺɅȱɁ ɁȻɍɌɈȼɈȲ ȾȱəɅɖɇɈɋɌȱ ɉȱȾɉɊɂȯɆɋɌȼȺ ɇȺ ɈɋɇɈȼȱ ɈɐȱɇɄɂ ȿɎȿɄɌɂȼɇɈɋɌȱ ȼɂɌɊȺɌ ɇȺ ɁȻɍɌ

ɋɚɧɧɿɤɨɜɚ ɋ.Ɏ., ɤ.ɬ.ɧ.

ȾȼɇɁ «ɇɚɰɿɨɧɚɥɶɧɢɣ ɝɿɪɧɢɱɢɣ ɭɧɿɜɟɪɫɢɬɟɬ», ɦ. Ⱦɧɿɩɪɨ

ȱɜɚɧɨɜɚ Ɇ.ȼ., ɤ.ɯ.ɧ.

ȾȼɇɁ «ɍɤɪɚʀɧɫɶɤɢɣ ɞɟɪɠɚɜɧɢɣ ɯɿɦɿɤɨ-ɬɟɯɧɨɥɨɝɿɱɧɢɣ ɭɧɿɜɟɪɫɢɬɟɬ», ɦ. Ⱦɧɿɩɪɨ

Ɂɚɜɞɚɧɧɹɦɢ ɞɚɧɨʀ ɫɬɚɬɬɿ ɽ ɞɨɫɥɿɞɠɟɧɧɹ ɡɜ’ɹɡɤɭ ɞɢɧɚɦɿɤɢ ɪɿɜɧɹ ɬɚ ɱɚɫɬɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ɩɨɜɧɿɣ ɫɨɛɿɜɚɪɬɨɫɬɿ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ ɡ ɞɢɧɚɦɿɤɨɸ ɞɨɯɨɞɭ ɿ ɩɪɢɛɭɬɤɿɜ ɩɿɞɩɪɢɽɦɫɬɜɚ ɬɚ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɡ ɦɟɬɨɸ ɚɧɚɥɿɡɭ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɫɭɛ’ɽɤɬɚ ɝɨɫɩɨɞɚɪɸɜɚɧɧɹ. ɉɨɤɚɡɚɧɨ, ɳɨ ɜɚɠɥɢɜɢɦɢ ɩɿɞɯɨɞɚɦɢ ɞɨ ɨɰɿɧɤɢ ɟɮɟɤɬɢɜɧɨɫɬɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɽ ʀɯ ɩɨɪɿɜɧɹɧɧɹ ɡ ɞɨɯɨɞɚɦɢ ɬɚ ɩɪɢɛɭɬɤɚɦɢ ɩɿɞɩɪɢɽɦɫɬɜɚ ɲɥɹɯɨɦ ɜɢɡɧɚɱɟɧɧɹ ɩɨɤɚɡɧɢɤɿɜ ɞɨɯɨɞɧɨɫɬɿ ɬɚ ɪɟɧɬɚɛɟɥɶɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ. Ⱦɨɜɟɞɟɧɚ ɧɟɨɛɯɿɞɧɿɫɬɶ ɩɨɫɬɿɣɧɨʀ ɨɰɿɧɤɢ ɞɢɧɚɦɿɤɢ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ. ȼɢɹɜɥɟɧɨ, ɳɨ ɚɧɚɥɿɡ ɞɢɧɚɦɿɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɬɚ ʀɯ ɱɚɫɬɤɢ ɭ ɩɨɜɧɿɣ ɫɨɛɿɜɚɪɬɨɫɬɿ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ ɚɞɟɤɜɚɬɧɨ ɩɨɤɚɡɭɽ ɬɟɧɞɟɧɰɿɸ ɡɦɿɧɢ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ. ɐɿɧɧɿɫɬɶ ɫɬɚɬɬɿ ɩɨɥɹɝɚɽ ɭ ɜɫɬɚɧɨɜɥɟɧɧɿ ɬɨɝɨ, ɳɨ ɡɦɟɧɲɟɧɧɹ ɪɿɜɧɹ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɬɚ ʀɯ ɱɚɫɬɤɢ ɭ ɩɨɜɧɿɣ ɫɨɛɿɜɚɪɬɨɫɬɿ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ, ɨɩɬɢɦɿɡɚɰɿʀ ɫɬɪɭɤɬɭɪɢ ɜɢɬɪɚɬ ɜ ɱɚɫɬɢɧɿ ɩɿɞɜɢɳɟɧɧɹ ɜɢɬɪɚɬ ɧɚ ɛɿɥɶɲ ɟɮɟɤɬɢɜɧɿ ɫɤɥɚɞɨɜɿ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɦɨɠɧɚ ɞɨɫɹɝɬɢ ɡɚɜɞɹɤɢ ɜɩɪɨɜɚɞɠɟɧɧɸ ɿɧɧɨɜɚɰɿɣɧɢɯ ɡɚɯɨɞɿɜ ɭ ɫɮɟɪɿ ɡɛɭɬɭ ɬɚ ɡɚ ɪɚɯɭɧɨɤ ɭɞɨɫɤɨɧɚɥɟɧɧɹ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɧɚ ɩɿɞɩɪɢɽɦɫɬɜɿ, ɳɨ ɞɚɫɬɶ ɦɨɠɥɢɜɿɫɬɶ ɡɛɿɥɶɲɢɬɢ ɟɮɟɤɬɢɜɧɿɫɬɶ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɬɚ ɩɿɞɜɢɳɢɬɢ ɪɟɡɭɥɶɬɚɬɢ ɜɢɪɨɛɧɢɱɨ-ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ.

Ʉɥɸɱɨɜɿ ɫɥɨɜɚ: ɜɢɬɪɚɬɢ ɧɚ ɡɛɭɬ, ɡɛɭɬɨɜɚ ɞɿɹɥɶɧɿɫɬɶ, ɟɮɟɤɬɢɜɧɿɫɬɶ, ɩɿɞɩɪɢɽɦɫɬɜɨ, ɞɢɧɚɦɿɤɚ

UDC 658.817.012.7:65.011.46

ANALYSIS OF ENTERPRISE SALES ACTIVITY BASED ON EVALUATION OF SALES EXPENSES EFFICIENCY

Sannikova S.F., PhD in Techn.Sc.

National Mining University, Dnipro

Ivanova M.V., PhD in ɋhemistry

Ukrainian State University of Chemical Technology, Dnipro

The objectives of this article are to study the ɫonnection of dynamics of level and share of sales expenses in total cost of sales with dynamics of revenue and profits of the enterprise and indicators of sales expenses efficiency in order to analyze sales activities of the entity. It is shown that the important approaches for astimating the effectiveness of sales expenses are their comparing with revenues and profits of the

© ɋɚɧɧɿɤɨɜɚ ɋ.Ɏ., ɤ.ɬ.ɧ., ȱɜɚɧɨɜɚ Ɇ.ȼ., ɤ.ɯ.ɧ., 2017

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enterprise by identifying the indicators of profitability and return of sales expenses. The necessity of continuous astimation of dynamics of the sales expenses efficiency indicators is proved. It is discovered that the analysis of dynamics of sales expenses and their share in total cost of sales displays adequately the trend in indicators of sales expenses efficiency. The article is valuable because of the establishment of the fact that the reduction of sales expenses and their share in total cost of sales, optimization of the expenses structure in terms of raising the cost of more efficient components of sales activity can be achieved through the introduction of innovative measures in sales and by improving sales activity of the company, which will lead to the increase in the sales expenses efficiency and improve the results of production and sales of the enterprise.

Keywords: sales expenses, sales activitɭ, efficiency, enterprise, dynamics

Ⱥɤɬɭɚɥɶɧɿɫɬɶ ɩɪɨɛɥɟɦɢ. Ɉɪɿɽɧɬɚɰɿɹ ɩɿɞɩɪɢɽɦɫɬɜ ɧɚ ɡɚɞɨɜɨɥɟɧɧɹ ɩɨɬɪɟɛ ɫɩɨɠɢɜɚɱɿɜ – ɰɟ ɝɨɥɨɜɧɚ ɭɦɨɜɚ ɜɢɠɢɜɚɧɧɹ ɫɭɛ’ɽɤɬɿɜ ɝɨɫɩɨɞɚɪɸɜɚɧɧɹ ɜɪɢɧɤɨɜɿɣ ɟɤɨɧɨɦɿɰɿ, ɤɨɥɢ ɤɨɠɧɟɩɿɞɩɪɢɽɦɫɬɜɨ, ɯɨɱɟ ɜɨɧɨ ɬɨɝɨ ɱɢ ɧɿ, ɜɢɦɭɲɟɧɨ ɛɪɚɬɢ ɭɱɚɫɬɶ ɭ ɤɨɧɤɭɪɟɧɬɧɿɣ ɛɨɪɨɬɶɛɿ, ɳɨɛ ɦɚɤɫɢɦɚɥɶɧɨ ɪɟɚɥɿɡɨɜɭɜɚɬɢ ɫɜɨɸ ɩɪɨɞɭɤɰɿɸ. Ɍɨɦɭ ɨɫɨɛɥɢɜɨ ɚɤɬɭɚɥɶɧɢɦ ɫɬɚɽ ɩɢɬɚɧɧɹ ɟɮɟɤɬɢɜɧɨʀ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ, ɬɚɤ ɹɤ ɨɫɬɚɧɧɹ ɡɭɦɨɜɥɸɽ ɪɟɡɭɥɶɬɚɬɢɜɧɿɫɬɶ ɜɢɪɨɛɧɢɱɨʀ ɞɿɹɥɶɧɨɫɬɿ ɿ ɭɫɩɿɲɧɿɫɬɶ ɮɭɧɤɰɿɨɧɭɜɚɧɧɹ ɩɿɞɩɪɢɽɦɫɬɜɚ. ɉɨɥɿɬɢɤɚ ɡɛɭɬɭ ɩɿɞɩɪɢɽɦɫɬɜ ɩɨɜɢɧɧɚ ɮɨɪɦɭɜɚɬɢɫɹ ɧɚ ɨɫɧɨɜɿ ɜɪɚɯɭɜɚɧɧɹ ɦɿɧɥɢɜɢɯ ɜɢɦɨɝ ɫɩɨɠɢɜɚɱɿɜ ɬɚ ɜɢɫɨɤɨɝɨ ɪɿɜɧɹ ɤɨɧɤɭɪɟɧɰɿʀ. ȿɤɨɧɨɦɿɱɧɿ ɩɨɤɚɡɧɢɤɢ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɜɩɥɢɜɚɸɬɶ ɧɚ ɩɪɨɰɟɫ ɮɭɧɤɰɿɨɧɭɜɚɧɧɹ ɩɿɞɩɪɢɽɦɫɬɜɚ ɜ ɰɿɥɨɦɭ, ɚ ʀɯ ɚɧɚɥɿɡ ɞɨɡɜɨɥɹɽ ɜɢɹɜɢɬɢ ɩɪɨɛɥɟɦɢ, ɳɨ ɜɢɧɢɤɚɸɬɶ ɭ ɣɨɝɨ ɪɨɛɨɬɿ. Ⱦɥɹ ɩɿɞɜɢɳɟɧɧɹ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚɦ ɧɟɨɛɯɿɞɧɨ ɭɩɪɚɜɥɿɧɧɹ ɡɛɭɬɨɜɨɸ ɿ ɜɢɪɨɛɧɢɱɨɸ ɞɿɹɥɶɧɿɫɬɸ ɡɞɿɣɫɧɸɜɚɬɢ ɭɡɝɨɞɠɟɧɨ ɿ ɩɨɫɬɿɣɧɨ ɭɞɨɫɤɨɧɚɥɸɜɚɬɢ ɮɨɪɦɢ ɿ ɦɟɬɨɞɢ ɞɿɹɥɶɧɨɫɬɿ ɭ ɫɮɟɪɿ ɡɛɭɬɭ, ɳɨɛ ɡɚɛɟɡɩɟɱɢɬɢ ɫɜɨɽɱɚɫɧɟ ɪɟɚɝɭɜɚɧɧɹ ɧɚ ɡɦɿɧɢ ɭ ɡɨɜɧɿɲɧɶɨɦɭ ɫɟɪɟɞɨɜɢɳɿ, ɜɪɚɯɭɜɚɬɢ ɡɚɩɢɬɢ ɫɩɨɠɢɜɚɱɿɜ, ɩɟɪɟɞɛɚɱɢɬɢ ɞɿʀɤɨɧɤɭɪɟɧɬɿɜ, ɿɜɤɿɧɰɟɜɨɦɭ ɪɟɡɭɥɶɬɚɬɿɨɬɪɢɦɚɬɢ ɜɢɫɨɤɿɮɿɧɚɧɫɨɜɨ-ɟɤɨɧɨɦɿɱɧɿɩɨɤɚɡɧɢɤɢ ɫɜɨɽʀ ɞɿɹɥɶɧɨɫɬɿ.

Ⱥɧɚɥɿɡ ɨɫɬɚɧɧɿɯ ɧɚɭɤɨɜɢɯ ɞɨɫɥɿɞɠɟɧɶ. ɉɢɬɚɧɧɹɦ ɫɭɬɧɨɫɬɿ ɡɛɭɬɭ,

ɮɨɪɦɭɜɚɧɧɹ ɫɢɫɬɟɦɢ ɡɛɭɬɭ, ɭɩɪɚɜɥɿɧɧɹ ɡɛɭɬɨɜɨɸ ɞɿɹɥɶɧɿɫɬɸ ɿ ɡɚɛɟɡɩɟɱɟɧɧɹ ɟɮɟɤɬɢɜɧɨɝɨ ʀʀ ɮɭɧɤɰɿɨɧɭɜɚɧɧɹ ɜ ɭɦɨɜɚɯ ɪɢɧɤɨɜɨʀ ɟɤɨɧɨɦɿɤɢ ɩɪɢɫɜɹɬɢɥɢ ɛɚɝɚɬɨ ɧɚɭɤɨɜɢɯ ɩɪɚɰɶ ɜɿɬɱɢɡɧɹɧɿ ɬɚ ɡɚɪɭɛɿɠɧɿ ɜɱɟɧɿ, ɬɚɤɿ ɹɤ Ƚ. Ⱥɪɦɫɬɪɨɧɝ, Ƚ. Ⱥɫɫɟɥɶ, Ʌ.Ƚ. Ȼɚɝɿɽɜ, Ⱥ.ȼ. Ȼɚɥɚɛɚɧɢɰɶ, Ʌ.ȼ. Ȼɚɥɚɛɚɧɨɜɚ, ɇ.ȼ. Ȼɭɬɟɧɤɨ, Ɉ.ɋ. Ƚɚɜɪɢɥɨɜɫɶɤɢɣ, ɋ.ɋ. Ƚɚɪɤɚɜɟɧɤɨ, Ƚ.ɉ. Ƚɨɝɨɥɶ, ȼ.Ⱥ. Ⱦɟɪɿɣ, ɉ. Ⱦɪɭɤɟɪ, Ⱦ.ȼ. Ⱦɭɛɿɜɤɚ, Ⱥ.Ⱥ. Ʉɚɪɚɛɚɱ, Ɉ.Ɉ. Ʉɨɦɹɤɨɜ, Ɏ. Ʉɨɬɥɟɪ, Ɉ.ȼ. Ʉɭɱɟɪ,

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ɋ.ȯ. ɏɪɭɩɨɜɢɱ, Ⱥ.ȼ. ɍɫɤɨɜɚ, ɋ. ɒɩɢɥɢɤ ɬɚɿɧɲɿ.

ɇɚɭɤɨɜɰɹɦɢ ɞɨɤɥɚɞɧɨ ɜɢɫɜɿɬɥɟɧɨ ɫɭɬɧɿɫɬɶ ɡɛɭɬɭ. Ʌ. ȼ. Ȼɚɥɚɛɚɧɨɜɚ ɭ ɫɜɨʀɯ ɩɪɚɰɹɯ ɧɚɜɨɞɢɬɶ ɜɢɡɧɚɱɟɧɧɹ ɡɛɭɬɭ ɭ ɲɢɪɨɤɨɦɭ ɪɨɡɭɦɿɧɧɿ ɹɤ ɩɪɨɰɟɫɭ ɨɪɝɚɧɿɡɚɰɿʀ ɬɪɚɧɫɩɨɪɬɭɜɚɧɧɹ, ɫɤɥɚɞɭɜɚɧɧɹ, ɩɿɞɬɪɢɦɤɢ ɡɚɩɚɫɿɜ, ɞɨɪɨɛɤɢ, ɩɪɨɫɭɜɚɧɧɹ, ɩɟɪɟɞɩɪɨɞɚɠɧɨʀ ɩɿɞɝɨɬɨɜɤɢ, ɭɩɚɤɭɜɚɧɧɹ ɬɚ ɪɟɚɥɿɡɚɰɿʀ ɬɨɜɚɪɿɜ ɡ ɦɟɬɨɸ ɡɚɞɨɜɨɥɟɧɧɹ ɩɨɬɪɟɛ ɩɨɤɭɩɰɿɜ ɿ ɨɬɪɢɦɚɧɧɹ ɧɚ ɰɿɣ ɨɫɧɨɜɿ ɩɪɢɛɭɬɤɭ, ɿ ɡɛɭɬɭ ɭ ɜɭɡɶɤɨɦɭ ɪɨɡɭɦɿɧɧɿ ɹɤ ɩɪɨɰɟɫɭ ɛɟɡɩɨɫɟɪɟɞɧɶɨɝɨ ɫɩɿɥɤɭɜɚɧɧɹ ɩɪɨɞɚɜɰɹ ɿ ɩɨɤɭɩɰɹ, ɫɩɪɹɦɨɜɚɧɨɝɨ ɧɚ ɨɬɪɢɦɚɧɧɹ ɩɪɢɛɭɬɤɭ, ɿ ɬɚɤɨɝɨ, ɳɨ ɜɢɦɚɝɚɽ ɡɧɚɧɶ, ɧɚɜɢɱɨɤ ɿ ɩɟɜɧɨɝɨ ɪɿɜɧɹ ɬɨɪɝɨɜɟɥɶɧɨʀ ɤɨɦɩɟɬɟɧɰɿʀ [1].

ȼ ɧɚɭɤɨɜɿɣ ɥɿɬɟɪɚɬɭɪɿ ɩɪɟɞɫɬɚɜɥɟɧɨ ɛɚɝɚɬɨ ɩɪɚɰɶ ɡ ɭɩɪɚɜɥɿɧɧɹ ɡɛɭɬɨɜɨɸ ɞɿɹɥɶɧɿɫɬɸ ɩɿɞɩɪɢɽɦɫɬɜɚ ɧɚ ɩɪɢɧɰɢɩɚɯ ɦɚɪɤɟɬɢɧɝɭ, ɳɨ ɞɨɡɜɨɥɹɽ ɮɨɪɦɭɜɚɬɢ ɧɨɜɭ ɫɢɫɬɟɦɢ ɡɛɭɬɭ, ɹɤɚ ɛ ɜɿɞɩɨɜɿɞɚɥɚ ɪɢɧɤɨɜɿɣ ɟɤɨɧɨɦɿɰɿ. ɋ.ȯ. ɏɪɭɩɨɜɢɱ ɡɚɡɧɚɱɚɽ, ɳɨ ɦɚɪɤɟɬɢɧɝ ɽ ɤɨɧɤɪɟɬɧɨɸ ɮɭɧɤɰɿɽɸ ɦɟɧɟɞɠɦɟɧɬɭ ɿ ɫɩɪɹɦɨɜɚɧɢɣ ɧɚ ɩɿɞɜɢɳɟɧɧɹ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɭ [2]. Ɉ.Ɉ. Ɇɢɪɨɧɸɤ ɿ Ɉ.Ɏ. Ʉɚɫɶɤɨɜ ɪɨɛɥɹɬɶ ɜɢɫɧɨɜɨɤ, ɳɨ ɩɟɪɟɯɿɞ ɞɨ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɧɚ ɩɪɢɧɰɢɩɚɯ ɦɚɪɤɟɬɢɧɝɭ ɞɨɡɜɨɥɹɽ ɩɟɪɟɬɜɨɪɢɬɢ ɩɨɬɟɧɰɿɚɥɶɧɿ ɦɨɠɥɢɜɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ ɜ ɪɟɚɥɶɧɿ ɞɨɫɹɝɧɟɧɧɹ ɤɨɧɤɭɪɟɧɬɨɫɩɪɨɦɨɠɧɨɫɬɿ [3]. Ɋɨɛɨɬɚ ɘ.Ɍ. Ɇɟɥɟɧɱɭɤ [4] ɩɪɢɫɜɹɱɟɧɚ ɨɰɿɧɰɿ ɟɮɟɤɬɢɜɧɨɫɬɿ ɦɚɪɤɟɬɢɧɝɨɜɢɯ ɡɚɯɨɞɿɜ. ɋ. ɒɩɢɥɢɤ ɜɿɞɦɿɱɚɽ ɜɚɠɥɢɜɿɫɬɶ ɞɿɚɝɧɨɫɬɢɤɢ ɟɮɟɤɬɢɜɧɨɫɬɿ ɫɢɫɬɟɦɢ ɡɛɭɬɭ, ɳɨ ɩɟɪɟɞɛɚɱɚɽ ɪɨɡɪɚɯɭɧɨɤ ɩɨɤɚɡɧɢɤɿɜ ɫɢɫɬɟɦɢ ɡɛɭɬɭ, ɚɧɚɥɿɡ ɱɢɧɧɢɤɿɜ, ɳɨ ɜɩɥɢɜɚɸɬɶ ɧɚ ɜɿɞɯɢɥɟɧɧɹ ɩɥɚɧɨɜɢɯ ɬɚ ɮɚɤɬɢɱɧɢɯ ɩɨɤɚɡɧɢɤɿɜ ɡɛɭɬɭ, ɞɨɫɥɿɞɠɟɧɧɹ ɡɛɭɬɨɜɢɯ ɪɢɡɢɤɿɜ ɿ ɦɨɠɥɢɜɨɫɬɟɣ ɩɿɞɩɪɢɽɦɫɬɜɚ [5]. Ⱥɜɬɨɪɚɦɢ [6] ɩɪɨɜɟɞɟɧɿ ɞɨɫɥɿɞɠɟɧɧɹ, ɹɤɿ ɜɤɚɡɭɸɬɶ ɧɚ ɧɟɨɛɯɿɞɧɿɫɬɶ ɡɚɫɬɨɫɭɜɚɧɧɹ ɨɫɧɨɜ ɦɚɪɤɟɬɢɧɝɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɭ ɡɛɭɬɨɜɢɯ ɩɪɨɰɟɫɚɯ ɦɚɲɢɧɨɛɭɞɿɜɧɨɝɨ ɩɿɞɩɪɢɽɦɫɬɜɚ, ɞɥɹ ɹɤɨɝɨ ɜɢɡɧɚɱɟɧɚ ɧɢɡɤɚ ɡɚɯɨɞɿɜ ɳɨɞɨ ɩɿɞɜɢɳɟɧɧɹ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ, ɬɚɤɢɯ ɹɤ: ɪɨɡɪɨɛɤɚ ɧɨɜɢɯ, ɭɧɿɤɚɥɶɧɢɯ ɜɢɞɿɜ ɩɪɨɞɭɤɰɿʀ ɡɝɿɞɧɨ ɿɧɞɢɜɿɞɭɚɥɶɧɢɦ ɜɢɦɨɝɚɦ ɡɚɦɨɜɧɢɤɿɜ; ɩɨɤɪɚɳɟɧɧɹ ɭɦɨɜ ɩɪɚɰɿ ɩɟɪɫɨɧɚɥɭ; ɡɧɢɠɟɧɧɹ ɜɢɬɪɚɬ. ɋ.Ⱦ. ɋɤɭɬɨɪɨɥ ɩɪɟɞɫɬɚɜɥɟɧɿ ɨɫɧɨɜɧɿ ɧɚɩɪɹɦɢ ɜɞɨɫɤɨɧɚɥɟɧɧɹ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ, ɫɟɪɟɞ ɹɤɢɯ: ɜɞɨɫɤɨɧɚɥɟɧɧɹ ɭɩɪɚɜɥɿɧɧɹ ɡɛɭɬɨɜɢɦɢ ɡɚɩɚɫɚɦɢ, ɜɢɤɨɪɢɫɬɚɧɧɹ ɧɨɜɢɯ ɡɛɭɬɨɜɢɯ ɬɟɯɧɨɥɨɝɿɣ, ɡɚɫɨɛɿɜ ɤɨɦɭɧɿɤɚɰɿʀ ɬɚ ɿɧ. [7].

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Ⱦ.ȼ. Ⱦɭɛɿɜɤɚ ɪɨɛɢɬɶ ɜɢɫɧɨɜɨɤ, ɳɨ ɡɛɭɬɨɜɚ ɞɿɹɥɶɧɿɫɬɶ ɧɟ ɦɨɠɟ ɿɫɧɭɜɚɬɢ ɜɿɞɨɫɨɛɥɟɧɨ ɜɿɞ ɿɧɲɢɯ ɫɤɥɚɞɨɜɢɯ ɩɿɞɩɪɢɽɦɫɬɜɚ: ɛɟɡ ɜɢɪɨɛɧɢɰɬɜɚ ɩɪɨɞɭɤɰɿʀ ɧɟ ɿɫɧɭɜɚɬɢɦɟ ɡɛɭɬɭ, ɚ ɛɟɡ ɡɛɭɬɭ ɜɢɪɨɛɧɢɰɬɜɨ ɧɟ ɦɚɬɢɦɟ ɤɚɧɚɥɿɜ ɞɥɹ ɪɟɚɥɿɡɚɰɿʀ. Ɂɛɭɬ ɩɨɱɢɧɚɽɬɶɫɹ ɧɚ ɩɪɨɦɢɫɥɨɜɢɯ ɩɿɞɩɪɢɽɦɫɬɜɚɯ ɳɟ ɞɨ ɬɨɝɨ, ɹɤ ɬɨɜɚɪ ɛɭɞɟ ɮɿɡɢɱɧɨ ɜɢɝɨɬɨɜɥɟɧɨ [8]. Ⱥɜɬɨɪɢ [9] ɩɨɤɚɡɭɸɬɶ, ɳɨ ɡɛɭɬɨɜɚ ɞɿɹɥɶɧɿɫɬɶ, ɫɩɪɹɦɨɜɚɧɚ ɧɚ ɤɨɦɟɪɰɿɣɧɟ ɡɚɜɟɪɲɟɧɧɹ ɦɚɪɤɟɬɢɧɝɨɜɨʀ ɣ ɜɢɪɨɛɧɢɱɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ, ɨɞɧɨɱɚɫɧɨ ɡɧɚɯɨɞɢɬɶ, ɮɨɪɦɭɽ ɬɚ ɪɟɚɥɿɡɭɽ ɧɟ ɬɿɥɶɤɢ ɤɨɧɤɪɟɬɧɿ ɟɤɨɧɨɦɿɱɧɿ ɪɟɡɭɥɶɬɚɬɢ ɣɨɝɨ ɞɿɹɥɶɧɨɫɬɿ, ɚ ɣ ɤɨɧɤɪɟɬɧɿ ɩɨɬɪɟɛɢ ɤɨɧɤɪɟɬɧɢɯ ɫɩɨɠɢɜɚɱɿɜ. ɇɚ ɞɭɦɤɭ Ɉ.ȼ.Ʉɭɱɟɪ ɜɡɚɽɦɨɞɿɹ ɜɢɪɨɛɧɢɱɨʀ ɿ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɽ ɧɚɣɜɚɠɥɢɜɿɲɢɦ ɟɥɟɦɟɧɬɨɦ ɟɮɟɤɬɢɜɧɨɝɨ ɮɭɧɤɰɿɨɧɭɜɚɧɧɹ ɩɿɞɩɪɢɽɦɫɬɜɚ. Ʉɨɦɟɪɰɿɣɧɢɣ ɭɫɩɿɯ ɩɿɞɩɪɢɽɦɫɬɜɚ ɜɢɡɧɚɱɚɽɬɶɫɹ ɬɢɦ, ɹɤ ɜɞɚɥɨ ɜɢɛɪɚɧɿ ɮɨɪɦɢ ɿ ɦɟɬɨɞɢ ɡɛɭɬɭ ɬɚ ɱɢ ɞɨɫɬɚɬɧɿɦ ɽ ɚɫɨɪɬɢɦɟɧɬ ɩɪɨɞɭɤɰɿʀ ɿ ɪɿɜɟɧɶ ɹɤɨɫɬɿ ɧɚɞɚɧɢɯ ɩɿɞɩɪɢɽɦɫɬɜɨɦ ɩɨɫɥɭɝ, ɳɨ ɫɭɩɪɨɜɨɞɠɭɸɬɶ ɩɪɨɞɚɠ ɩɪɨɞɭɤɰɿʀ [10].

ɋɬɪɭɤɬɭɪɚ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ, ɨɫɨɛɥɢɜɨɫɬɿ ʀɯ ɨɛɥɿɤɭ ɬɚ ɭɩɪɚɜɥɿɧɧɹ ɧɢɦɢ ɪɨɡɝɥɹɞɚɸɬɶɫɹ ɜ ɪɨɛɨɬɚɯ ȼ.Ⱥ. Ⱦɟɪɿɣ, Ɉ.ɋ. Ƚɚɜɪɢɥɨɜɫɶɤɨɝɨ, ȱ.Ɋ. ɉɨɥɿɳɭɤ. ȼ.Ⱥ. Ⱦɟɪɿɣ ɩɨɞɿɥɹɽ ɞɭɦɤɢ, ɳɨ ɚɧɚɥɿɡ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɩɨɜɢɧɟɧ ɡɞɿɣɫɧɸɜɚɬɢɫɶ ɧɟ ɜɿɞɨɤɪɟɦɥɟɧɨ, ɚ ɭ ɤɨɧɬɟɤɫɬɿ ɚɧɚɥɿɡɭ ɭɫɿɯ ɜɢɬɪɚɬ ɩɿɞɩɪɢɽɦɫɬɜɚ, ɚɧɚɥɿɡɭ ɩɪɨɰɟɫɭ ɜɢɪɨɛɧɢɱɨ-ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ [11]. Ɉ.ɋ.Ƚɚɜɪɢɥɨɜɫɶɤɢɣ ɩɨɤɚɡɭɽ, ɳɨ ɜɢɬɪɚɬɢ ɧɚ ɡɛɭɬ ɩɪɨɞɭɤɰɿʀ ɩɿɞɩɪɢɽɦɫɬɜɨ ɡɨɛɨɜ’ɹɡɚɧɟ ɩɨɫɬɿɣɧɨ ɩɥɚɧɭɜɚɬɢ, ɜɱɚɫɧɨ ɨɛɥɿɤɭɜɚɬɢ ɣ ɚɧɚɥɿɡɭɜɚɬɢ, ɧɚɥɟɠɧɨ ɤɨɧɬɪɨɥɸɜɚɬɢ, ɜ ɿɧɲɨɦɭ ɪɚɡɿ ɡɧɚɱɧɚ ʀɯ ɱɚɫɬɢɧɚ ɛɭɞɟ ɧɟɩɪɨɞɭɤɬɢɜɧɨɸ ɬɚ ɧɟɝɚɬɢɜɧɨ ɜɩɥɢɜɚɬɢɦɟ ɧɚ ɮɿɧɚɧɫɨɜɿ ɪɟɡɭɥɶɬɚɬɢ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ-ɜɢɪɨɛɧɢɤɚ [12]. ȱ.Ɋ. ɉɨɥɿɳɭɤ ɩɨɞɿɥɹɽ ɜɢɬɪɚɬɢ ɧɚ ɡɛɭɬ ɧɚ ɨɫɧɨɜɧɿ, ɞɨɩɨɦɿɠɧɿ ɬɚ ɜɢɬɪɚɬɢ ɧɚ ɪɨɡɜɢɬɨɤ ɦɚɪɤɟɬɢɧɝɨɜɨʀ ɬɨɜɚɪɧɨʀ ɬɚ ɰɿɧɨɜɨʀ ɩɨɥɿɬɢɤɢ ɳɨɞɨ ɨɧɨɜɥɟɧɧɹ ɚɫɨɪɬɢɦɟɧɬɭ; ɬɚɤɨɠ ɜɿɧ ɡɚɡɧɚɱɚɽ, ɳɨ ɩɪɢ ɭɩɪɚɜɥɿɧɧɿ ɪɨɡɦɿɪɨɦ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɫɥɿɞ ɭɪɚɯɨɜɭɜɚɬɢ ɬɢɩ ɜɢɪɨɛɧɢɰɬɜɚ ɬɚ ɡɚɥɟɠɧɿɫɬɶ ɜɿɞ ɫɟɡɨɧɧɨɫɬɿ [13].

Ɉɞɧɚɤ, ɡɚɥɢɲɚɸɬɶɫɹ ɧɟɞɨɫɬɚɬɧɶɨ ɨɩɪɚɰɶɨɜɚɧɢɦɢ ɿ ɩɨɬɪɟɛɭɸɬɶ ɛɿɥɶɲ ɝɥɢɛɨɤɢɯ ɧɚɭɤɨɜɢɯ ɞɨɫɥɿɞɠɟɧɶ ɩɢɬɚɧɧɹ ɩɿɞɜɢɳɟɧɧɹ ɟɮɟɤɬɢɜɧɨɫɬɿ ɜɢɬɪɚɬ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ. Ɂɚɜɞɚɧɧɹɦɢ ɞɚɧɨʀ ɫɬɚɬɬɿ ɽ ɞɨɫɥɿɞɠɟɧɧɹ ɡɜ’ɹɡɤɭ ɞɢɧɚɦɿɤɢ ɪɿɜɧɹ ɬɚ ɱɚɫɬɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ɩɨɜɧɿɣ ɫɨɛɿɜɚɪɬɨɫɬɿ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ ɡ ɞɢɧɚɦɿɤɨɸ ɞɨɯɨɞɭ ɿ ɩɪɢɛɭɬɤɿɜ ɩɿɞɩɪɢɽɦɫɬɜɚ ɬɚ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɡ ɦɟɬɨɸ ɚɧɚɥɿɡɭ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɫɭɛ’ɽɤɬɚ ɝɨɫɩɨɞɚɪɸɜɚɧɧɹ.

Ɇɟɬɨɸ ɫɬɚɬɬɿ ɽ ɚɧɚɥɿɡ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ ɧɚ ɨɫɧɨɜɿ ɨɰɿɧɤɢ ɞɢɧɚɦɿɤɢ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɜɢɬɚɬ ɧɚ ɡɛɭɬ.

195

ȼɢɤɥɚɞɟɧɧɹ ɨɫɧɨɜɧɨɝɨ ɦɚɬɟɪɿɚɥɭ ɞɨɫɥɿɞɠɟɧɧɹ. Ɂɪɨɫɬɚɧɧɹ ɤɿɥɶɤɨɫɬɿ ɫɭɛ’ɽɤɬɿɜ ɪɢɧɤɭ ɿ, ɜɿɞɩɨɜɿɞɧɨ, ɡɚɝɨɫɬɪɟɧɧɹ ɤɨɧɤɭɪɟɧɬɧɨʀ ɛɨɪɨɬɶɛɢ, ɩɪɨɰɟɫɢ ɤɨɧɰɟɧɬɪɚɰɿʀ ɜ ɩɪɨɦɢɫɥɨɜɨɫɬɿ, ɩɿɞɜɢɳɟɧɧɹ ɜɢɦɨɝ ɫɩɨɠɢɜɚɱɿɜ ɞɨ ɩɪɨɞɭɤɰɿʀ, ɬɟɧɞɟɧɰɿʀ ɝɥɨɛɚɥɿɡɚɰɿʀ, ɿɧɬɟɪɧɚɰɿɨɧɚɥɿɡɚɰɿʀ ɬɚ ɞɢɜɟɪɫɢɮɿɤɚɰɿʀ, ɚ ɬɚɤɨɠ ɬɟɯɧɿɱɧɢɣ ɩɪɨɝɪɟɫ ɫɬɚɜɥɹɬɶ ɧɨɜɿ ɜɢɦɨɝɢ ɞɨ ɭɩɪɚɜɥɿɧɧɹ ɡɛɭɬɨɜɨɸ ɞɿɹɥɶɧɿɫɬɸ ɩɿɞɩɪɢɽɦɫɬɜɚ. Ⱦɥɹ ɡɚɛɟɡɩɟɱɟɧɧɹ ɟɮɟɤɬɢɜɧɨʀ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɪɨɦɢɫɥɨɜɨɝɨ ɩɿɞɩɪɢɽɦɫɬɜɚ ɧɟɨɛɯɿɞɧɨ ɜɪɚɯɨɜɭɜɚɬɢ ɨɫɨɛɥɢɜɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ, ɣɨɝɨ ɪɨɡɦɿɪɢ, ɬɪɢɜɚɥɿɫɬɶ ɜɢɪɨɛɧɢɱɨɝɨ ɰɢɤɥɭ; ɨɫɨɛɥɢɜɨɫɬɿ ɿ ɤɿɥɶɤɿɫɬɶ ɩɿɞɩɪɢɽɦɫɬɜ-ɩɨɤɭɩɰɿɜ ɩɪɨɞɭɤɰɿʀ; ɫɬɚɧ ɪɨɡɜɢɬɤɭ ɿɧɮɪɚɫɬɪɭɤɬɭɪɢ, ɳɨ ɡɚɛɟɡɩɟɱɭɽ ɡɞɿɣɫɧɟɧɧɹ ɡɛɭɬɭ; ɧɚɹɜɧɿɫɬɶ ɬɚ ɤɿɥɶɤɿɫɬɶ ɤɨɧɤɭɪɟɧɬɿɜ [3].

Ɉɰɿɧɢɬɢ ɟɮɟɤɬɢɜɧɿɫɬɶ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɧɚ ɩɿɞɩɪɢɽɦɫɬɜɿ ɞɨɫɢɬɶ ɫɤɥɚɞɧɨ, ɬɚɤ ɹɤ ɜɢɪɚɡɢɬɢ ɤɿɥɶɤɿɫɧɢɣ ɟɮɟɤɬ ɧɟ ɡɚɜɠɞɢ ɽ ɦɨɠɥɢɜɢɦ, ɨɫɤɿɥɶɤɢ ɩɪɚɰɿɜɧɢɤɢ ɜɿɞɞɿɥɿɜ ɦɚɪɤɟɬɢɧɝɭ ɬɚ ɡɛɭɬɭ ɧɟ ɫɬɜɨɪɸɸɬɶ ɩɪɨɞɭɤɰɿɸ, ɚɥɟ ɜɨɧɢ ɡɞɿɣɫɧɸɸɬɶ ɨɪɝɚɧɿɡɚɰɿɣɧɭ ɬɚ ɤɨɦɟɪɰɿɣɧɭ ɞɿɹɥɶɧɿɫɬɶ, ɡɚɛɟɡɩɟɱɭɸɱɢ ɜɢɯɿɞ ɬɨɜɚɪɭ ɧɚ ɪɢɧɨɤ. ɍ ɧɚɭɤɨɜɢɯ ɩɪɚɰɹɯ ɜɢɫɥɨɜɥɸɸɬɶɫɹ ɪɿɡɧɿ ɩɨɝɥɹɞɢ ɳɨɞɨ ɬɨɝɨ, ɹɤɢɦ ɱɢɧɨɦ ɬɚ ɡɚ ɞɨɩɨɦɨɝɨɸ ɹɤɢɯ ɩɨɤɚɡɧɢɤɿɜ ɨɰɿɧɸɜɚɬɢ ɟɮɟɤɬɢɜɧɿɫɬɶ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ. ɍɱɟɧɿ ɜɢɞɿɥɹɸɬɶ ɤɿɥɶɤɿɫɧɿ ɿ ɹɤɿɫɧɿ, ɫɨɰɿɨɥɨɝɿɱɧɿ, ɛɚɥɶɧɿ ɬɚ ɿɧɮɨɪɦɚɰɿɣɧɿ ɦɟɬɨɞɢ ɨɰɿɧɤɢ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɭ. əɤɿɫɧɿ ɦɟɬɨɞɢ ɩɟɪɟɞɛɚɱɚɸɬɶ ɜɢɤɨɪɢɫɬɚɧɧɹ ɦɚɪɤɟɬɢɧɝɨɜɨɝɨ ɚɭɞɢɬɭ. Ʉɿɥɶɤɿɫɧɿ ɦɟɬɨɞɢ – ɩɨɪɿɜɧɹɧɧɹ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɡ ɨɬɪɢɦɚɧɢɦ ɜɚɥɨɜɢɦ ɩɪɢɛɭɬɤɨɦ, ɬɚ ɜɢɬɪɚɬ ɧɚ ɪɟɤɥɚɦɭ ɡ ɨɛɫɹɝɨɦ ɩɪɨɞɚɠɭ; ɜɨɧɢ ɯɚɪɚɤɬɟɪɢɡɭɸɬɶ ɮɿɧɚɧɫɨɜɿ ɪɟɡɭɥɶɬɚɬɢ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ [4]. ɇ.ȼ. Ȼɭɬɟɧɤɨ ɩɪɨɩɨɧɭɽ ɨɰɿɧɸɜɚɬɢ ɟɮɟɤɬɢɜɧɿɫɬɶ ɦɚɪɤɟɬɢɧɝɭ ɡɚ ɟɮɟɤɬɢɜɧɿɫɬɸ ɜɢɤɨɧɚɧɧɹ ɮɭɧɤɰɿɣ ɦɚɪɤɟɬɨɥɨɝɚɦɢ [14]. Ƚ. Ⱥɫɫɟɥɶ ɟɮɟɤɬɢɜɧɿɫɬɶ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɨɬɨɬɨɠɧɸɽ ɿɡ ɟɮɟɤɬɢɜɧɿɫɬɸ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ (ɡɚɥɟɠɧɿɫɬɶ ɦɿɠ ɜɢɬɪɚɬɚɦɢ ɧɚ ɡɛɭɬ ɿ ɪɟɡɭɥɶɬɚɬɨɦ ɪɟɚɥɿɡɚɰɿʀ ɚɛɨ ɩɪɢɛɭɬɤɭ) [15]. ɘ.Ɍ. Ɇɟɥɟɧɱɭɤ ɨɫɧɨɜɧɢɦ ɩɨɤɚɡɧɢɤɨɦ ɟɮɟɤɬɢɜɧɨɫɬɿ ɦɚɪɤɟɬɢɧɝɭ ɜɜɚɠɚɽ ɩɨɤɚɡɧɢɤ ɩɪɢɛɭɬɤɨɜɨɫɬɿ ɿɧɜɟɫɬɢɰɿɣ ɭ ɦɚɪɤɟɬɢɧɝ ɚɛɨ ɪɟɧɬɚɛɟɥɶɧɿɫɬɶ ɦɚɪɤɟɬɢɧɝɨɜɢɯ ɿɧɜɟɫɬɢɰɿɣ, ɳɨ ɽ ɪɿɡɧɢɰɟɸ ɜɚɥɨɜɨɝɨ ɩɪɢɛɭɬɤɭ ɿ ɜɢɬɪɚɬ ɧɚ ɦɚɪɤɟɬɢɧɝɨɜɭ ɞɿɹɥɶɧɿɫɬɶ, ɜɿɞɧɟɫɟɧɨɸ ɞɨ ɜɢɬɪɚɬ ɧɚ ɦɚɪɤɟɬɢɧɝ. ɐɟɣ ɩɨɤɚɡɧɢɤ ɞɚɽ ɦɨɠɥɢɜɿɫɬɶ ɨɰɿɧɸɜɚɬɢ ɬɚ ɩɨɪɿɜɧɸɜɚɬɢ ɟɮɟɤɬɢɜɧɿɫɬɶ ɪɿɡɧɨɦɚɧɿɬɧɢɯ ɦɚɪɤɟɬɢɧɝɨɜɢɯ ɡɚɯɨɞɿɜ [4]. ȯ.Ɉ. Ɇɭɡɢɱɤɚ ɪɨɡɝɥɹɞɚɽ ɬɚɤɿ ɩɨɤɚɡɧɢɤɢ, ɡɚ ɞɨɩɨɦɨɝɨɸ ɹɤɢɯ ɦɨɠɧɚ ɨɰɿɧɢɬɢ ɟɮɟɤɬɢɜɧɿɫɬɶ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ, ɹɤ: ɬɟɦɩ ɩɪɢɪɨɫɬɭ ɨɛɫɹɝɭ ɪɟɚɥɿɡɚɰɿʀ, ɬɟɦɩ ɩɪɢɪɨɫɬɭ ɱɚɫɬɤɢ ɪɢɧɤɭ, ɬɟɦɩ ɩɪɢɪɨɫɬɭ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ, ɱɚɫɬɤɚ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ɜɚɥɨɜɿɣ ɪɟɚɥɿɡɚɰɿʀ, ɤɨɟɮɿɰɿɽɧɬ ɩɪɢɪɨɫɬɭ ɨɛɫɹɝɭ ɪɟɚɥɿɡɚɰɿʀ ɜɿɞ ɩɪɢɪɨɫɬɭ ɜɬɪɚɬ ɧɚ ɡɛɭɬ, ɪɟɧɬɚɛɟɥɶɧɿɫɬɶ ɜɢɬɪɚɬ ɧɚ

196

ɦɚɪɤɟɬɢɧɝ ɬɚ ɡɛɭɬ, ɩɨɤɚɡɧɢɤ ɡɪɨɫɬɚɧɧɹ ɞɨɯɨɞɿɜ ɜɿɞ ɞɨɞɚɬɤɨɜɢɯ ɜɤɥɚɞɟɧɢɯ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ [16].

ȼ ɩɪɨɰɟɫɿ ɚɧɚɥɿɡɭ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɜɚɠɥɢɜɢɦ ɽ ɞɨɫɥɿɞɠɟɧɧɹ ʀɯ ɪɿɜɧɹ, ɞɢɧɚɦɿɤɢ, ɫɬɪɭɤɬɭɪɢ ɬɚ ɫɬɪɭɤɬɭɪɧɢɯ ɡɪɭɲɟɧɶ, ɮɚɤɬɨɪɿɜ ɡɦɿɧɢ ɜɢɬɪɚɬ, ɧɚɹɜɧɨɫɬɿ ɟɤɨɧɨɦɿʀ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ, ɪɟɡɟɪɜɿɜ ʀɯ ɡɦɟɧɲɟɧɧɹ. ɋɭɤɭɩɧɢɣ ɩɨɤɚɡɧɢɤ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɫɤɥɚɞɚɽɬɶɫɹ ɡ ɜɢɬɪɚɬ ɧɚ ɭɬɪɢɦɚɧɧɹ ɩɿɞɪɨɡɞɿɥɭ ɩɿɞɩɪɢɽɦɫɬɜɚ, ɩɨɜ’ɹɡɚɧɨɝɨ ɡɿ ɡɛɭɬɨɦ ɩɪɨɞɭɤɰɿʀ; ɜɢɬɪɚɬ ɧɚ ɩɿɞɝɨɬɨɜɤɭ ɩɪɨɞɭɤɰɿʀ ɞɨ ɪɟɚɥɿɡɚɰɿʀ (ɩɚɤɭɜɚɧɧɹ, ɬɚɪɚ); ɜɢɬɪɚɬ ɧɚ ɪɨɡɩɨɞɿɥ ɬɚ ɪɟɚɥɿɡɚɰɿɸ ɩɪɨɞɭɤɰɿʀ; ɜɢɬɪɚɬ ɧɚ ɩɪɨɜɟɞɟɧɧɹ ɪɟɤɥɚɦɧɢɯ ɡɚɯɨɞɿɜ ɬɚ ɞɨɫɥɿɞɠɟɧɧɹ ɪɢɧɤɭ; ɿɧɲɢɯ ɜɢɬɪɚɬ, ɩɨɜ’ɹɡɚɧɢɯ ɡɿ ɡɛɭɬɨɦ ɩɪɨɞɭɤɰɿʀ. Ɂɦɟɧɲɟɧɧɹ ɩɟɜɧɢɯ ɫɤɥɚɞɨɜɢɯ ɜɢɬɪɚɬ ɛɭɞɟ ɝɪɚɬɢ ɩɨɡɢɬɢɜɧɭ ɪɨɥɶ ɜ ɡɚɝɚɥɶɧɨɦɭ ɡɦɟɧɲɟɧɧɿ ɫɭɤɭɩɧɢɯ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ. Ɍɨɦɭ ɧɚ ɩɿɞɩɪɢɽɦɫɬɜɿ ɫɥɿɞ ɚɧɚɥɿɡɭɜɚɬɢ ɫɬɪɭɤɬɭɪɭ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɬɚ ɞɨɫɥɿɞɠɭɜɚɬɢ ɟɮɟɤɬɢɜɧɿɫɬɶ ʀɯ ɜɢɬɪɚɱɚɧɧɹ, ɧɟɨɛɯɿɞɧɨ ɨɩɬɢɦɿɡɭɜɚɬɢ ɫɬɪɭɤɬɭɪɭ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɜ ɱɚɫɬɢɧɿ ɩɿɞɜɢɳɟɧɧɹ ɜɢɬɪɚɬ ɧɚ ɛɿɥɶɲ ɟɮɟɤɬɢɜɧɿ ɫɤɥɚɞɨɜɿ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ. ȼɢɡɧɚɱɚɸɱɢ ɱɚɫɬɤɭ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ, ɞɨɰɿɥɶɧɨ ɡɿɫɬɚɜɥɹɬɢ ʀɯ ɡ ɜɢɬɪɚɬɚɦɢ ɨɩɟɪɚɰɿɣɧɨʀ ɞɿɹɥɶɧɨɫɬɿ ɧɚ ɜɢɝɨɬɨɜɥɟɧɧɹ ɬɚ ɪɟɚɥɿɡɚɰɿɸ ɩɪɨɞɭɤɰɿʀ ɬɚ ɨɛɫɹɝɨɦ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ. ȼɿɞɧɨɲɟɧɧɹ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɞɨ ɩɨɜɧɨʀ ɫɨɛɿɜɚɪɬɨɫɬɿ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ ɞɚɫɬɶ ɡɦɨɝɭ ɨɰɿɧɢɬɢ ɜɩɥɢɜ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɧɚ ɡɚɝɚɥɶɧɭ ɜɟɥɢɱɢɧɭ ɜɢɬɪɚɬ ɩɿɞɩɪɢɽɦɫɬɜɚ. Ⱥ ɫɩɿɜɫɬɚɜɥɟɧɧɹ ɰɢɯ ɜɢɬɪɚɬ ɿ ɨɛɫɹɝɭ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ ɞɨɡɜɨɥɢɬɶ ɨɰɿɧɢɬɢ ɜɩɥɢɜ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɧɚ ɤɿɧɰɟɜɿ ɪɟɡɭɥɶɬɚɬɢ ɜɢɪɨɛɧɢɱɨɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ.

ɉɪɨɜɟɞɟɦɨ ɞɨɫɥɿɞɠɟɧɧɹ ɤɿɧɰɟɜɢɯ ɩɨɤɚɡɧɢɤɿɜ ɞɿɹɥɶɧɨɫɬɿ ɜ ɤɨɧɬɟɤɫɬɿ ɫɩɿɜɫɬɚɜɥɟɧɧɹ ɞɢɧɚɦɿɤɢ ʀɯ ɪɿɜɧɿɜ ɡɿ ɡɦɿɧɚɦɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɧɚ ɩɪɢɤɥɚɞɿ ɞɜɨɯ ɦɚɲɢɧɨɛɭɞɿɜɧɢɯ ɩɿɞɩɪɢɽɦɫɬɜ.

Ⱦɨɫɥɿɞɢɦɨ ɞɢɧɚɦɿɤɭ ɱɢɫɬɨʀ ɜɢɪɭɱɤɢ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ, ɩɪɢɛɭɬɤɿɜ ɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ, ɚ ɬɚɤɨɠ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɡɚ ɞɚɧɢɦɢ ɡɜɿɬɧɨɫɬɿ ɉȺɌ ɡɚɜɨɞ «ɉɚɜɥɨɝɪɚɞɯɿɦɦɚɲ» [17] ɬɚ ɉȺɌ »Ⱦɧɿɩɪɨɩɟɬɪɨɜɫɶɤɢɣ ɚɝɪɟɝɚɬɧɢɣ ɡɚɜɨɞ» [18]. Ɂɞɿɣɫɧɢɦɨ ɨɰɿɧɤɭ ɬɚɤɢɯ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɹɤ ɤɨɟɮɿɰɿɽɧɬ ɞɨɯɨɞɧɨɫɬɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ, ɳɨ ɽ ɜɿɞɧɨɲɟɧɧɹɦ ɱɢɫɬɨʀ ɜɢɪɭɱɤɢ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɞɨ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ, ɬɚ ɪɟɧɬɚɛɟɥɶɧɿɫɬɶ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ, ɹɤɚ ɪɨɡɪɚɯɨɜɚɧɚ ɜɿɞɧɨɲɟɧɧɹɦ ɪɿɡɧɢɰɿ ɜɚɥɨɜɨɝɨ ɩɪɢɛɭɬɤɭ ɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɞɨ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ [4,16].

ɍ ɉȺɌ ɡɚɜɨɞ «ɉɚɜɥɨɝɪɚɞɯɿɦɦɚɲ» ɡɿ ɡɛɿɥɶɲɟɧɧɹɦ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɜ ɩɟɪɿɨɞ ɡ 2008 ɪ. ɩɨ 2012 ɪ. ɡɪɨɫɬɚɸɬɶ ɿ ɜɢɬɪɚɬɢ ɧɚ ɡɛɭɬ, ɚ ɡɿ ɡɦɟɧɲɟɧɧɹɦ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɡ 2012 ɪ. ɩɨ 2014 ɪ. ɡɦɟɧɲɭɸɬɶɫɹ ɿ ɡɛɭɬɨɜɿ ɜɢɬɪɚɬɢ (ɪɢɫ. 1 ɚ, ɛ). ɉɿɤ ɱɢɫɬɨʀ ɜɢɪɭɱɤɢ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɭ 2012 ɪ. ɡɚɛɟɡɩɟɱɢɜ ɿ ɦɚɤɫɢɦɭɦ ɜɚɥɨɜɨɝɨ ɩɪɢɛɭɬɤɭ,

197

ɚɥɟ ɡɧɚɱɧɟ ɡɪɨɫɬɚɧɧɹ ɜ ɰɶɨɦɭ ɪɨɰɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɧɟɝɚɬɢɜɧɨ ɜɩɥɢɧɭɥɨ ɧɚ ɩɪɢɛɭɬɨɤ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ, ɡɦɟɧɲɢɜɲɢ ɣɨɝɨ ɪɿɜɟɧɶ ɜɿɞɧɨɫɧɨ ɩɨɩɟɪɟɞɧɶɨɝɨ ɪɨɤɭ.

Ɂ 2010 ɪ. ɩɨ 2012 ɪ. ɡɪɨɫɬɚɥɢ ɹɤ ɜɢɬɪɚɬɢ ɧɚ ɡɛɭɬ, ɬɚɤ ɿ ʀɯ ɱɚɫɬɤɚ ɭ ɫɬɪɭɤɬɭɪɿ ɩɨɜɧɨʀ ɫɨɛɿɜɚɪɬɨɫɬɿ ɩɪɨɞɭɤɰɿʀ (ɪɢɫ. 1 ɛ, ɜ), ɳɨ ɧɟɝɚɬɢɜɧɨ ɜɩɥɢɧɭɥɨ ɧɚ ɩɨɤɚɡɧɢɤɢ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ (ɪɢɫ. 1 ɝ). ɍ 2009 ɪ. ɜɢɬɪɚɬɢ ɧɚ ɡɛɭɬɡɪɨɫɥɢɭɡɜ’ɹɡɤɭɡɿɡɛɿɥɶɲɟɧɧɹɦɨɛɫɹɝɿɜɪɟɚɥɿɡɚɰɿʀɩɪɨɞɭɤɰɿʀ, ɚʀɯɩɢɬɨɦɚ ɜɚɝɚ ɭ ɫɬɪɭɤɬɭɪɿ ɫɨɛɿɜɚɪɬɨɫɬɿ ɡɦɟɧɲɢɥɚɫɹ, ɳɨ ɡɧɚɣɲɥɨ ɜɿɞɨɛɪɚɠɟɧɧɹ ɧɚ ɡɛɿɥɶɲɟɧɧɿɤɨɟɮɿɰɿɽɧɬɚɞɨɯɨɞɧɨɫɬɿɜɢɬɪɚɬɧɚɡɛɭɬ(ɪɢɫ. 1 ɝ).

Ɋɢɫ. 1 Ⱦɢɧɚɦɿɤɚ ɱɢɫɬɨʀ ɜɢɪɭɱɤɢ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ, ɬɢɫ. ɝɪɧ. (ɚ), ɩɪɢɛɭɬɤɿɜ ɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ, ɬɢɫ. ɝɪɧ. (ɛ), ɱɚɫɬɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ɩɨɜɧɿɣ ɫɨɛɿɜɚɬɨɫɬɿ ɩɪɨɞɭɤɰɿʀ, % (ɜ), ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ (ɝ) ɉȺɌ ɡɚɜɨɞ «ɉɚɜɥɨɝɪɚɞɯɿɦɦɚɲ»

Ⱦɠɟɪɟɥɨ: ɪɨɡɪɨɛɥɟɧɨ ɚɜɬɨɪɚɦɢ ɧɚ ɨɫɧɨɜɿ ɚɧɚɥɿɡɭ ɞɚɧɢɯ [17]

198

Ɂɦɟɧɲɟɧɧɹ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ 2013 ɪ. ɩɪɢ ɩɚɞɿɧɧɿ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɚɰɿʀ ɫɭɩɪɨɜɨɞɠɭɜɚɥɨɫɹ ɡɪɨɫɬɚɧɧɹɦ ɱɚɫɬɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ɩɨɜɧɿɣ ɫɨɛɿɜɚɪɬɨɫɬɿ ɩɪɨɞɭɤɰɿʀ, ɳɨ ɿ ɩɪɨɞɟɦɨɧɫɬɪɭɜɚɥɨ ɧɟɝɚɬɢɜɧɭ ɬɟɧɞɟɧɰɿɸ, ɹɤɚ ɧɚɨɱɧɨ ɩɪɨɹɜɢɥɚɫɹ ɭ ɡɦɟɧɲɟɧɧɿ ɩɨɤɚɡɧɢɤɿɜ ɞɨɯɨɞɧɨɫɬɿ ɿ ɪɟɧɬɚɛɟɥɶɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ (ɪɢɫ. 1 ɜ, ɝ). ɉɨɡɢɬɢɜɧɢɦ ɽ ɡɛɿɥɶɲɟɧɧɹ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ 2014 ɪ. ɜ ɩɨɪɿɜɧɹɧɧɿ ɡ ɩɨɩɟɪɟɞɧɿɦ ɪɨɤɨɦ, ɤɨɥɢ ɩɪɢ ɡɦɟɧɲɟɧɧɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ, ɨɛɭɦɨɜɥɟɧɢɯ ɡɦɟɧɲɟɧɧɹɦ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɡɦɟɧɲɢɥɚɫɹ ɿ ɱɚɫɬɤɚ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɭ ɫɨɛɿɜɚɪɬɨɫɬɿ ɩɪɨɞɭɤɰɿʀ. Ɂ ɩɪɟɞɫɬɚɜɥɟɧɢɯ ɞɚɧɢɯ ɫɥɿɞɭɽ, ɳɨ ɞɢɧɚɦɿɤɚ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɤɨɪɟɥɸɽ ɡ ɞɢɧɚɦɿɤɨɸ ɱɢɫɬɨʀ ɜɢɪɭɱɤɢ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ, ɚ ɬɟɧɞɟɧɰɿʀ ɡɦɿɧɢ ɤɨɟɮɿɰɿɽɧɬɚ ɞɨɯɨɞɧɨɫɬɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɿ ɱɚɫɬɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ɫɨɛɿɜɚɪɬɨɫɬɿ ɩɪɨɞɭɤɰɿʀ ɜɡɚɽɦɨ ɨɛɟɪɧɟɧɿ. Ɍɚɤɢɦ ɱɢɧɨɦ, ɚɧɚɥɿɡ ɞɢɧɚɦɿɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɬɚ ʀɯ ɱɚɫɬɤɢ ɭ ɫɨɛɿɜɚɪɬɨɫɬɿ ɩɪɨɞɭɤɰɿʀ ɚɞɟɤɜɚɬɧɨ ɩɨɤɚɡɭɽ ɬɟɧɞɟɧɰɿɸ ɡɦɿɧɢ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ.

Ⱥɧɚɥɿɡ ɪɟɡɭɥɶɬɚɬɿɜ ɞɿɹɥɶɧɨɫɬɿ ɉȺɌ «Ⱦɧɿɩɪɨɩɟɬɪɨɜɫɶɤɢɣ ɚɝɪɟɝɚɬɧɢɣ ɡɚɜɨɞ» ɩɨɤɚɡɚɜ, ɳɨ ɱɢɫɬɚ ɜɢɪɭɱɤɚ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɡɦɟɧɲɭɜɚɥɚɫɹ ɭ 2009 ɪ. ɿ ɜ 2015 ɪ., ɜ ɰɿ ɩɟɪɿɨɞɢ ɡɦɟɧɲɭɜɚɥɢɫɹ ɿ ɜɟɥɢɱɢɧɢ ɜɢɬɪɚɬɢ ɧɚ ɡɛɭɬ, ɡ 2010 ɪ. ɩɨ 2014 ɪ. ɰɿ ɩɨɤɚɡɧɢɤɢ ɡɪɨɫɬɚɥɢ (ɪɢɫ. 2 ɚ, ɛ), ɳɨ ɩɿɞɬɜɟɪɞɠɭɽ ɡɚɝɚɥɶɧɭ ɡɚɤɨɧɨɦɿɪɧɿɫɬɶ ɡɜ'ɹɡɤɚ ɞɢɧɚɦɿɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɡɿ ɡɦɿɧɨɸ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɩɿɞɩɪɢɽɦɫɬɜɚ. Ɉɞɧɚɤ, ɭ 2011 ɪ. ɡɦɟɧɲɟɧɧɹ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɧɟ ɩɨɜɹɡɚɧɨ ɡɿ ɡɦɟɧɲɟɧɧɹɦ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɿ ɰɟɣ ɩɨɡɢɬɢɜɧɢɣ ɮɚɤɬɨɪ ɫɩɪɢɹɜ ɡɛɿɥɶɲɟɧɧɸ ɩɪɢɛɭɬɤɭ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɿ ɡɪɨɫɬɚɧɧɸ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ (ɪɢɫ. 2 ɚ, ɝ). ɑɚɫɬɤɚ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ɫɨɛɿɜɚɪɬɨɫɬɿ ɩɪɨɞɭɤɰɿʀ ɡ 2011 ɪ. ɩɨ 2013 ɪ. ɧɟ ɧɚɛɭɜɚɥɚ ɫɭɬɬɽɜɢɯ ɤɨɥɢɜɚɧɶ, ɜɨɧɚ ɧɟɡɧɚɱɧɨ ɡɪɨɫɬɚɥɚ (ɪɢɫ. 2 ɜ). Ȳʀ ɡɦɟɧɲɟɧɧɹ ɭ 2009 ɪ. ɬɚ ɡɪɨɫɬɚɧɧɹ ɭ 2014 ɪ. ɩɪɢɡɜɨɞɢɬɶ ɞɨ ɜɡɚɽɦɨɨɛɟɪɧɟɧɢɯ ɩɪɨɰɟɫɿɜ ɡɛɿɥɶɲɟɧɧɹ ɿ ɡɦɟɧɲɟɧɧɹ ɜɿɞɩɨɜɿɞɧɨ ɩɨɤɚɡɧɢɤɿɜ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ.

Ɍɚɤɢɦ ɱɢɧɨɦ, ɜɚɠɥɢɜɢɦɢ ɩɿɞɯɨɞɚɦɢ ɞɨ ɨɰɿɧɤɢ ɟɮɟɤɬɢɜɧɨɫɬɿ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɽ ʀɯ ɩɨɪɿɜɧɹɧɧɹ ɡ ɞɨɯɨɞɚɦɢ ɬɚ ɩɪɢɛɭɬɤɚɦɢ ɩɿɞɩɪɢɽɦɫɬɜɚ ɲɥɹɯɨɦ ɜɢɡɧɚɱɟɧɧɹ ɩɨɤɚɡɧɢɤɿɜ ɞɨɯɨɞɧɨɫɬɿ ɬɚ ɪɟɧɬɚɛɟɥɶɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ. Ⱦɥɹ ɜɢɹɜɥɟɧɧɹ ɬɟɧɞɟɧɰɿɣ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ ɧɟɨɛɯɿɞɧɚ ɩɨɫɬɿɣɧɚ ɨɰɿɧɤɚ ɞɢɧɚɦɿɤɢ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ.

Ɂɦɟɧɲɟɧɧɹ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɡɛɿɥɶɲɭɽ ɩɪɢɛɭɬɨɤ ɜɿɞ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɬɚ ɩɨɤɚɡɧɢɤɢ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ, ɚɥɟ ɞɨɫɹɝɬɢ ɬɚɤɨɝɨ ɡɦɟɧɲɟɧɧɹ ɩɪɢ ɡɪɨɫɬɚɧɧɿ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɜɤɪɚɣ ɜɚɠɤɨ, ɯɿɛɚ ɳɨ ɬɿɥɶɤɢ ɡɚɜɞɹɤɢ ɜɩɪɨɜɚɞɠɟɧɧɸ ɿɧɧɨɜɚɰɿɣɧɢɯ ɡɚɯɨɞɿɜ ɭ ɫɮɟɪɿ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɩɿɞɩɪɢɽɦɫɬɜɚ.

199

Ⱦɠɟɪɟɥɨ: ɪɨɡɪɨɛɥɟɧɨ ɚɜɬɨɪɚɦɢ ɧɚ ɨɫɧɨɜɿ ɚɧɚɥɿɡɭ ɞɚɧɢɯ [18]

ɉɪɢ ɧɟɦɨɠɥɢɜɨɫɬɿ ɡɦɟɧɲɟɧɧɹ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɩɨɡɢɬɢɜɧɢɣ ɟɮɟɤɬ ɧɚ ɤɿɧɰɟɜɿ ɪɟɡɭɥɶɬɚɬɢ ɬɚ ɟɮɟɤɬɢɜɧɿɫɬɶ ɡɛɭɬɭ ɦɨɠɟ ɛɭɬɢ ɨɬɪɢɦɚɧɢɣ, ɤɨɥɢ ɩɪɢ ɡɪɨɫɬɚɧɧɿ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɡɛɿɥɶɲɭɜɚɬɢɦɟɬɶɫɹ ɿ ɩɨɜɧɚ ɫɨɛɿɜɚɪɬɿɫɬɶ ɩɪɨɞɭɤɰɿʀ, ɿ ɜɟɥɢɱɢɧɚ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ʀʀ ɫɤɥɚɞɿ, ɚɥɟ ɡɪɨɫɬɚɧɧɹ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɛɭɞɟ ɜɿɞɛɭɜɚɬɢɫɹ ɭɩɨɜɿɥɶɧɟɧɨ, ɳɨ ɡɚɛɟɡɩɟɱɢɬɶ ɡɦɟɧɲɟɧɧɹ ɱɚɫɬɤɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɭ ɩɨɜɧɿɣ ɫɨɛɿɜɚɪɬɨɫɬɿ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ. ɉɪɢ ɡɦɟɧɲɟɧɧɿ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɚɰɿʀ ɩɨɡɢɬɢɜɧɢɣ

200

ɟɮɟɤɬ ɫɩɨɫɬɟɪɿɝɚɬɢɦɟɬɶɫɹ ɭ ɜɢɩɚɞɤɭ ɡɦɟɧɲɟɧɧɹ ɜɟɥɢɱɢɧɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɲɜɢɞɤɢɦɢ ɬɟɦɩɚɦɢ, ɳɨ ɡɚɛɟɡɩɟɱɢɬɶ ɡɧɢɠɟɧɧɹ ɱɚɫɬɤɢ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɭ ɜɢɬɪɚɬɚɯ ɧɚ ɜɢɪɨɛɧɢɰɬɜɨ ɿ ɪɟɚɥɿɡɚɰɿɸ ɩɪɨɞɭɤɰɿʀ.

Ɂ ɟɤɫɩɟɪɢɦɟɧɬɚɥɶɧɢɯ ɞɚɧɢɯ ɩɨ ɞɨɫɥɿɞɠɭɜɚɧɢɦ ɩɿɞɩɪɢɽɦɫɬɜɚɦ ɦɨɠɧɚ ɡɪɨɛɢɬɢ ɜɢɫɧɨɜɤɢ, ɳɨ ɞɨɫɹɝɬɢ ɩɿɞɜɢɳɟɧɧɹ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɫɤɥɚɞɧɨ ɡɚ ɭɦɨɜ ʀɯ ɡɦɟɧɲɟɧɧɹ, ɬɚɤ ɹɤ ɩɪɢɛɭɬɨɤ ɩɿɞɩɪɢɽɦɫɬɜɚ ɹɤ ɩɪɚɜɢɥɨ, ɡɪɨɫɬɚɽ ɩɪɢ ɡɛɿɥɶɲɟɧɧɿ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɨɜɚɧɨʀ ɩɪɨɞɭɤɰɿʀ, ɚ ɨɫɬɚɧɧɽ ɨɛɭɦɨɜɥɸɽ ɡɛɿɥɶɲɟɧɧɹ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ. ȼɚɪɿɚɧɬ ɟɮɟɤɬɢɜɧɨɝɨ ɡɦɟɧɲɟɧɧɹ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɿɦɨɜɿɪɧɢɣ ɬɿɥɶɤɢ ɡɚ ɭɦɨɜ ɜɩɪɨɜɚɞɠɟɧɧɹ ɿɧɧɨɜɚɰɿɣ ɭ ɡɛɭɬɨɜɿɣ ɫɮɟɪɿ. ɉɪɢ ɡɪɨɫɬɚɧɧɿ ɚɛɫɨɥɸɬɧɨʀ ɜɟɥɢɱɢɧɢ ɜɢɬɪɚɬ ɧɚ ɡɛɭɬ ɡɚ ɭɦɨɜ ɡɛɿɥɶɲɟɧɧɹ ɨɛɫɹɝɿɜ ɪɟɚɥɿɡɚɰɿʀ ɩɪɨɞɭɤɰɿʀ ɞɨɫɹɝɬɢ ɡɪɨɫɬɚɧɧɹ ɟɮɟɤɬɢɜɧɨɫɬɿ ɡɛɭɬɨɜɢɯ ɜɢɬɪɚɬ ɦɨɠɥɢɜɨ ɡɚ ɪɚɯɭɧɨɤ ɡɦɟɧɲɟɧɧɹ ʀɯ ɱɚɫɬɤɢ ɭ ɫɨɛɿɜɚɪɬɨɫɬɿ ɩɪɨɞɭɤɰɿʀ. Ɍɚɤɢɣ ɜɚɪɿɚɧɬ ɡɞɿɣɫɧɸɽɬɶɫɹ ɡɚ ɪɚɯɭɧɨɤ ɭɞɨɫɤɨɧɚɥɟɧɧɹ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ ɧɚ ɩɿɞɩɪɢɽɦɫɬɜɿ, ɹɤɟ ɩɟɪɟɞɛɚɱɚɽ ɬɿɫɧɢɣ ɡɜ'ɹɡɨɤ ɡ ɜɢɪɨɛɧɢɰɬɜɨɦ, ɧɟɨɛɯɿɞɧɿɫɬɶ ɪɟɚɥɿɡɚɰɿʀ ɡɜɨɪɨɬɧɨɝɨ ɡɜ’ɹɡɤɭ, ɜɢɤɨɪɢɫɬɚɧɧɹ ɪɟɡɭɥɶɬɚɬɿɜ ɦɚɪɤɟɬɢɧɨɝɨɜɢɯ ɞɨɫɥɿɞɠɟɧɶ ɬɚ ɿɧ.

ɍ ɫɭɱɚɫɧɢɯ ɭɦɨɜɚɯ ɝɨɫɩɨɞɚɪɸɜɚɧɧɹ ɜɩɪɨɜɚɞɠɟɧɧɹ ɿɧɧɨɜɚɰɿɣ ɧɚ ɩɿɞɩɪɢɽɦɫɬɜɚɯ ɞɚɽ ʀɦ ɫɭɬɬɽɜɿ ɤɨɧɤɭɪɟɧɬɧɿ ɩɟɪɟɜɚɝɢ ɬɚ ɫɩɪɢɹɽ ɩɿɞɜɢɳɟɧɧɸ ɟɤɨɧɨɦɿɱɧɢɯ ɩɨɤɚɡɧɢɤɿɜ ɞɿɹɥɶɧɨɫɬɿ. ȱɧɧɨɜɚɰɿʀ ɭ ɡɛɭɬɿ – ɰɟ ɫɬɜɨɪɟɧɧɹ ɿ ɩɪɨɫɭɜɚɧɧɹ ɿɧɧɨɜɚɰɿɣ, ɨɪɿɽɧɬɨɜɚɧɢɯ ɧɚ ɪɢɧɨɤ, ɹɤɢɦɢ ɦɨɠɭɬɶ ɛɭɬɢ ɡɚɫɬɨɫɭɜɚɧɧɹ ɫɭɱɚɫɧɨɝɨ ɩɪɨɝɪɚɦɧɨɝɨ ɡɚɛɟɡɩɟɱɟɧɧɹ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ; ɜɩɪɨɜɚɞɠɟɧɧɹ ɩɪɨɝɪɚɦɧɢɯ ɤɨɦɩɥɟɤɫɿɜ ɞɥɹ ɡɞɿɣɫɧɟɧɧɹ ɟɥɟɤɬɪɨɧɧɨʀ ɬɨɪɝɿɜɥɿ ɬɚ ɭɩɪɚɜɥɿɧɧɹ ɜɿɞɧɨɫɢɧɚɦɢ ɡ ɤɥɿɽɧɬɚɦɢ; ɜɢɤɨɪɢɫɬɚɧɧɹ ɿɧɮɨɪɦɚɰɿɣɧɢɯ ɬɟɯɧɨɥɨɝɿɣ ɞɥɹ ɚɜɬɨɦɚɬɢɡɚɰɿʀ ɩɨɜɧɨɝɨ ɰɢɤɥɭ ɜɿɞɧɨɫɢɧ ɡɿ ɫɩɨɠɢɜɚɱɚɦɢ; ɡɚɫɬɨɫɭɜɚɧɧɹ ɟɤɨɧɨɦɿɤɨ-ɦɚɬɟɦɚɬɢɱɧɢɯ ɦɟɬɨɞɿɜ ɞɥɹ ɩɪɨɝɧɨɡɭɜɚɧɧɹ ɨɛɫɹɝɿɜ ɩɪɨɞɚɠɿɜ ɬɨɳɨ; ɜɢɤɨɪɢɫɬɚɧɧɹ ɤɨɦɩ’ɸɬɟɪɧɢɯ ɫɢɫɬɟɦ ɭɩɪɚɜɥɿɧɧɹ ɡɛɭɬɨɜɨɸ ɞɿɹɥɶɧɿɫɬɸ, ɿɧɬɟɪɧɟɬɬɟɯɧɨɥɨɝɿɣ, ɯɦɚɪɧɢɯ ɬɟɯɧɨɥɨɝɿɣ, ɡɚɫɬɨɫɭɜɚɧɧɹ QR-ɤɨɞɿɜ ɬɚ ɿɧ.

Ɉɫɧɨɜɧɢɦɢ ɧɚɩɪɹɦɢ ɭɞɨɫɤɨɧɚɥɟɧɧɹ ɡɛɭɬɭ ɦɨɠɭɬɶ ɛɭɬɢ: ɪɨɡɪɨɛɤɚ ɬɚ ɜɩɪɨɜɚɞɠɟɧɧɹ ɫɬɪɚɬɟɝɿʀ ɪɨɡɩɨɞɿɥɭ; ɡɚɫɬɨɫɭɜɚɧɧɹ ɫɢɫɬɟɦɢ ɥɨɝɿɫɬɢɱɧɨɝɨ ɨɛɫɥɭɝɨɜɭɜɚɧɧɹ ɫɩɨɠɢɜɚɱɿɜ; ɜɢɤɨɪɢɫɬɚɧɧɹ ɛɿɥɶɲ ɞɿɽɜɢɯ ɦɟɬɨɞɿɜ ɦɨɬɢɜɚɰɿʀ ɩɟɪɫɨɧɚɥɭ ɜɿɞɞɿɥɿɜ ɡɛɭɬɭ ɿ ɦɚɪɤɟɬɢɧɝɭ; ɮɨɪɦɭɜɚɧɧɹ ɤɨɪɩɨɪɚɬɢɜɧɨʀ ɤɭɥɶɬɭɪɢ, ɹɤɚ ɡɧɚɣɞɟ ɜɿɞɨɛɪɚɠɟɧɧɹ ɜ ɚɫɩɟɤɬɿ ɡɛɭɬɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ, ɩɨɥɿɩɲɟɧɧɿ ɤɨɪɩɨɪɚɬɢɜɧɢɯ ɤɨɦɭɧɿɤɚɰɿɣ; ɫɟɝɦɟɧɬɭɜɚɧɧɹ ɫɩɨɠɢɜɚɱɿɜ ɬɚ ɜɢɤɨɪɢɫɬɚɧɧɹ ɜɿɞɧɨɫɧɨ ɨɤɪɟɦɢɯ ɫɟɝɦɟɧɬɿɜ ɪɿɡɧɢɯ ɦɟɬɨɞɿɜ

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