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These problems can be acknowledged with the results of the researches, which were carried out by CAN! BTL (BTL-organization) in November, 2007. Purpose of these marketing researches was to define consumers’ attitude to operating Khabarovsk banks. 100 respondents, aged 18 to 50, were interviewed by marketers of this organization.

To argue above-listed problems, let’s consider following results of the researches:

The most part of respondents, when they were asked “Which Khabarovsk banks do you know”, put Dalkombank and Sberbank in the first place.

It should be remarked that people believe OVK-bank to be operating bank at Khabarovsk market at present time, although this bank is called Rosbank. And also many people consider Vostochniy Express Bank and Dalvneshtorgbank to be two different banks.

For 1% of respondents it was complicated to name even a single bank.

More than 8% of respondents don’t make use of banking services, because many people are against borrowing from the banks, and also they try to persuade other people not to make use of banking services.

Customers distrust of banks resulted to the fact, that even entry-level people don’t have an idea of economy of their money with the help of banks. Even when people have extra amount of money they don’t think about visiting the bank: to open the account or to top it up. That’s why people don’t consider banks to be reliable and constant organizations for monetary savings.

Now banks give the special attention to accommodation of the outdoor advertising as the promotion of services. But the practice shows, it is not the best decision of existing problems.

Workers of a site www.bank.xab.info had been lead experiment which purpose was definition of regional features of perception of the banks’ outdoor advertising and establishment of the basic mistakes supposed at its accommodation.

Clear example is the inefficient Alpha-bank outdoor advertising. Results of experiment showed that to disassemble the text and to understand what the advertizer wishes to tell is impossible even being about a board, let alone passing by buses and cars, whose passengers and drivers are the target audience of the given kind of advertising.

There is also other example: the table of Dalkombank, which informs that the bank is in 30 meters, actually is located in 300 meters from the table. This example shows, that consumer, feeling deceived by advertising, fails to trust to the such bank.

One more example is the publicity board of Bank of Moscow, which partially carries out the communicative functions: the board serves as a reminder on the given bank. But only part of the information placed on a board is accessible to acquaintance: on a board there are the bank’s address, its Internet-site and a phone number, it is possible to distinguish only a phone number.

There are lot of such examples, which speak about that, banks do not give due attention to the advertising communications and spend a lot of money for nothing.

Insufficient efficiency of advertising is explained by the following reasons:

1.The consumer receives the great volume of advertising messages in a day to remember advertising, so advertising doesn’t render the necessary influence.

2.The consumer does not trust advertising.

3.At a choice of a financial product, the consumer is guided not by advertising, but by authentic (for him) data on the reliability of bank and by that how profitable is to take advantage of services of this bank. Bank products and services are not the goods of daily demand - having seen advertising of bank, person does not have desires «to try it, maybe I will like it». But it is reasonable to use advertising as a reminder on bank and a way of maintenance of a brand.

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To change a situation, connected with low awareness of consumers about banks and their services, lower a degree of mistrust to them, is possible with the professionally organized and lead PR-actions.

Process of a choice of the bank is complex and long. The potential client should esteem articles, compare quotations, conditions in details, etc., to consult to the friends. And to convince the client at this stage is a work for PR, not for advertising.

Development of the PR-activities is the way to create favorable image of the bank. This way helps the bank to solve the problem of its reputation and authority, necessary to attract the clients. By means of its authority consolidation in the external environment banks are able to create the climate of confidence, increasing the effectiveness of the rest of the market activities.

Now only units address to PR-actions, but these are examples from the world practice. In Khabarovsk similar actions are not demanded. Though the bank sector faces the fact: without competent interaction with mass-media, without formation of positive image of actually bank system today it is already impossible to manage.

At present time PR activity of the banks is closely associated only with sponsorship, which aimed at corporate clients, but not at individual clients. To establish relations with them banks should carry out such PR events as: image advertising; publicity, which assumes close cooperation of banks and mass media, aimed at individual customers; open days and also instructional advice activity, because nowadays many banking services are automated.

Thus, the problem of bank’s marketing at the present is a backwardness of the bank’s communication function and inability to involve clientele successfully. It is possible to find a way out of the given situation through an effective utilization of the marketing communications mix, giving preferences to PR-activities.

Bibliography

1.Басова С. Н. Маркетинг в отраслях и сферах деятельности: учеб. пособ. – Хабаровск : РИЦ ХГАЭП, 2004.

2.Король А. Н., Герасименко Н. М., Пиханова С. А. Маркетинговые коммуникации / под ред. А. Н. Короля. – Хабаровск, 2007.

3.Котлер Ф. Основы маркетинга. − М. : Прогресс. 1998.

4.Нестеренко М. PR для банка больше, чем PR // Банковское дело. 2005. №10.

5.Уткин Э. А. Банковский маркетинг. – М. : ИНФРА-М, Метаинфом, 1999.

6.www.canbtl.ru

7.www.bank.xab.info

IIIместо

А.О. Ющенко,

студентка 3 курса (гр. УАВД-52) научный руководитель А.В. Соболев, старший преподаватель кафедры ИЯиМДК

INTERNATIONAL MIGRATION: ADVANTAGES FOR LOCAL DEVELOPMENT AND CAUSED RESPONSIBILITIES

International migration is considered to be one of the key factors influencing global economy. Its impact on local development is becoming widely recognized. International migration provides wider opportunities for individual, business and countries` development.

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Migrants cause certain local benefits. They reduce unemployment and demographic pressures in countries of origin and fill labor gaps in countries of destination. From 1990 to 2000, international migration accounted for 56% of the population growth in the developed world.

Some countries nowadays even promote labor migration as development strategy.

Low skilled migration develops labor market participation and increases income for the poor.

Local and international companies are now widely practicing recruitment of high skilled migrants. Over 50% of migrants who enter Australia, Canada and New Zealand are skilled immigrants. This kind of migration increase refunds to education in origin countries.

There is also an appreciable positive effect of remittances on local development. In 2004 for about $150 billion were transferred as formal remittances, it almost triples the value of Official Development Assistance. After Foreign Direct Investment formal remittance transfers are the second largest source of external funding for developing countries.

Remittances sent by migrants to their families living in the countries of origin provide immediate direct financial support which has potential links with development. They may be used for investment in education, consumption and business. It gives opportunities for creating jobs and livelihoods in the countries of origin.

Diasporas contribute to increasing trade and investment links to the countries of origin and develop technology transfers.

These factors stimulate investments, small business and international trade and therefore have positive impact on local capitalism development.

Positive effects of international migration mentioned above make it evident that for global and local capitalism development entrepreneurs, managers, politicians and other decisionmakers should take into account perspectives and opportunities of international migration.

At the same time the process of international migration may cause a variety of difficulties. International migration in some cases leads to brain drain in the countries of origin. It

may have negative impact on health and education sectors that are critical to development. Remittances also have some negative effects. They create recipients` dependency;

potentially increase economic inequality, inflation, currency appreciation within a country.

In 2004 $300 billion of remittances were transferred informally. That doubles the amount of official remittance transfers. The main reasons causing this kind of illegal action are high costs of official money transfers and lack of access to financial service providers.

The process of irregular migration has many negative consequences. Irregular migration may threaten public security, encourage corruption and organized crime. It strengthens the risk of xenophobic sentiments within society, causes human trafficking and exploitation. These negative tendencies prevent countries and regions from successful development, cause social, political and economic problems for individuals, business and local authorities and state governments.

Protection of human rights of migrants and native citizens, support of integration processes also require a lot of attention. Racial and gender discrimination, trafficking in persons and smuggling of migrants are recognized as serious challenges to humanity and development.

There is also a variety of local political and administrative reasons preventing local development from enjoying advantages of international migration. The impact of international migration is rarely counted on local level while taking important decisions in development, trade and labor market. Local authorities often work separately in these fields. Different ministries within the government focus on short-term demands and priorities that confront migration policies.

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There is a wide gap between states and the private sector which often leads to the problems of implementation of migration policies and dissatisfies the needs of individuals and companies.

To correct the current situation new approaches are required on all levels of governance. A lot of work is done on international level in order to manage international migration.

International organizations such as Global Migration Group, International Labor Organization, International Organization for Migration, United Nations Commission on Trade and Development, United Nations Development Program as well as Global Commission on International Migration, Global Forum on Migration and Development, World Commission on the Social Dimension of Globalization, Geneva Migration Group and many others work on the problem of international migration and development.

The problem is also widely discussed on regional level. There are bilateral agreements and actions taken in order to better manage migration processes and achieve targeted success.

At the same time it is evident that all benefits of international migration mentioned above can take place only if they are valued on local level.

The impact of local policies on international migration process and its effect on local, regional and global capitalism development, achievement of economic progress is considered essential. Decisions taken on local level influence global economy as it becomes more integrated and interdependent. For this reason the understanding of local responsibility on global actions such as international migration is urgent.

There cannot be a universal model describing local actions needed to take by states and other stakeholders in order to successfully manage international migration. Regions and countries have certain economic, social, cultural and political peculiarities that should be taken into account during elaboration and implementation of local migration policies.

At the same time there are some common principles that can be implemented in most of the countries in order to contribute to efficient migration management.

It is evident that for successful development local policy makers should act in accordance with global political, economic and social tendencies and take into account international and regional agreements. International migration should become a part of national strategies for economic growth in both developing and developed countries. Cooperation with international and regional organizations is essential.

Local policy making should be based on a better appreciation of the linkages between international migration, trade, state and human security, human rights and development. It is necessary to include into policy making process a deep analysis of the impact of international migration on local economic development.

Integration process should be actively supported by local and national authorities, employers and other stakeholders in order to strengthen social cohesion. Among local responsibilities concerning this matter are protection of human rights and fundamental freedoms of all migrants and members of their families, control over irregular migration.

For successful global and local development social atmosphere within a country must be comfortable for all individuals living within its territory. That ensures socioeconomic, cultural development and political security, encourages labor market participation and strengthens business environment.

Local and national authorities should also work in close cooperation with private sector and other non-state actors as they are able to facilitate legal, safe and beneficial migration. Ethical recruitment practices, support of integration processes can ensure better balance of interests and results; decrease brain drain and contribute to social development.

The encouragement of private sector to use advantages of temporary migration may also have positive impact on global and local capitalism development. That will give companies an opportunity to satisfy their needs in labor force and at the same time help migrants return their

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earnings and professional skills to their families and countries of origin. It may be achieved by singing bilateral labor agreements, establishing partnership between government, including local authorities, and private sector.

In order to encourage highly skilled migrants to return to their countries of origin local authorities of those countries should provide them with support in employment, housing, starting up business and investing activities. These measures will ensure sustainable development of these areas; benefit social, business, investment environment.

The necessity of local management of remittances should be also recognized. Remittances are private flows, but at the same time remittance-related savings have potential to benefit more than their sole recipients.

Local and national authorities should work in cooperation with money transfer agencies, banks, micro-credit institutions in order to encourage the promotion of conditions for cheaper, faster and safer transfers of remittances in both source and recipient countries. That will mobilize savings and provide migrants, recipients and local entrepreneurs with opportunities for development-oriented, productive investment activity.

Understanding of local responsibility to protect human rights, provide migrants with opportunities to start their business, support diasporas in trade with their countries of origin, establish favorable investment environment for migrants and members of their families and take other local measures mentioned above can make global process of international migration become a local value.

Bibliography

1.High Level Dialogue on International Migration and Development; A/60/871 Report of the Secretary-General on International Migration and Development;

2.International remittances and the household : analysis and review of global evidence; Adams, Richard H. Jr.; WPS4116, February 2007;

3.Global Commission on International Migration; The governance of international migration: mechanisms, processes and institutions; Kathleen Newland, Migration Policy Institute, September 2005.

4.Global Forum on Migration and Development. First meeting, Brussels (Belgium), 9- 11 July 2007; Working paper VII;

5.Migration in an interconnected world: New directions for action. Report of the Global Commission on International Migration, October 2005;

6.Migration, remittances, poverty, and human capital : conceptual and empirical challenges; Sasin, Marcin J.; McKenzie, David; WPS4272, July 2007;

7.United Nations General Assembly resolution A/res/60/227 International migration and development, 7 April 2006;

8.United Nations General Assembly resolution A/61/120 Globalization and interdependence: international migration and development; Protecting the rights of all migrant workers as a tool to enhance development, 3 July 2006;

9.United Nations General Assembly resolution A/61/515 Globalization and interdependence: international migration and development; Summary of the High-level Dialogue on International Migration and Development, 13 October 2006;

10.United Nations General Assembly resolution A/res/61/208 International migration and development, 6 March 2007.

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On the other hand, the ties between the Russian Far East and China constitute an important component of the system of relations between the Russian Federation and the Peoples Republic of China.

The basis for regional relations between adjacent territories of Russia and China is their mutual interest in the development of trade and economic relations between two countries whose economic structures compliment each other. At the period of economic reforms, the Far East of Russia lagged behind the average Russian level, but due to regional connections with China, it has become possible to satisfy the demand of the population for food and consumer goods, thus avoiding social shocks.

The break of economic links of the Far East with the European part of Russia and the unprecedented growth of transport charges have strengthened the tendency to reorientation of the goods flows to the nearby countries of Asian Pacific Region and first of all to China. [3]

In conclusion, I would like to underline that the economic gains which the Far East of Russia is enjoying from the settlement of the Chinese in its territories will surely turn back to a global strategic defeat in the future. A massive migration of the Chinese to the Russian Far East will be a catastrophy for the Far East of Russia in the long run. However, in spite of that Russia should more widely use the interests of China in the development of economic links with Russia. It is necessary to do not only because of the regional interests of the Russian Far East, but within the framework of the state policy. [4] In fact, the Chinese strategy is based on the slow, invisible for the opponents destruction of its resource base. The enemy’s destroyed structure will be used for their own reinforcement. Having taking control over the economy and backed up by the strong Chinese diaspore, China without effort will join the Russian Far East territories. Only the combination of economic independence of the Russian Far East with the national interests of Russia can create strong and long-term base for the development of the Russian-Chinese economic relations.

К.Ю. Пак,

студент 4 курса (гр. МЭ-43) научный руководитель Н.А.Петрова, канд. пед. наук, завкафедрой ИЯ и МДК

THE FUEL AND ENERGY COMPLEX OF THE KHABAROVSKY KRAY

The Fuel & Energy Complex is the key economic branch in the Khabarovsky Krai.

The Khabarovsky Krai is the industrial center of Far East region. In the structure of its economic branches, an extensive complex of the various enterprises of social sphere take the significant place. The need of the Krai for the electric power makes up about 8,0 billion kWhr, and for the thermal energy it is more than 17 million Gcal/hr.

The main manufacturer of electric and thermal energy in the Krai is the Far-Eastern Power Generating Company (FEDGC).

The Far-Eastern Power Generating Company began its activities in the South of the FarEastern Federal (Administrative) Okrug (FEFAO) in January, 2007. It was established as the result of the restructuring of the energy-producing companies of the Vostok united energy system. The FEDGC has accumulated all power generating and heat-supply systems assets of the Amurenergo, Dalenergo, Khabarovskenergo, Yuzhnoye Yakutskenergo and LuTEC (Luchegorsk settlement, Primorsky Krai) joint-stock companies. The Administration of the FEDGC is resided in Khabarovsk.

The Far-Eastern Power Generating Company has control over the electric power system of the Russian Far East through its branches mentioned above. The FEDGC is one of the largest territorial power generating companies of Russia and the major participant of the

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billion rubles. The Plan of construction and reconstruction of the objects of the Fuel & Energy Complex provides for about 9,5 billion rubles in 2007.

In the nearest future, the demands of the Fuel and Energy Complex for investments will noticeably increase. A number of the Federal programs and large investment projects for energy and gas infrastructures, gasification of coal industry can prove it. The major capital investments in the development of the Fuel & Energy Complex of the Krai until 2015 are evaluated at 238 billion rubles, including:

-140 billion rubles for the development of the power generating facilities;

-45 billion rubles for the development of the electric supply networks;

-8 billion rubles for the development of the coal industry;

-30 billion rubles for the development of the oil processing plants;

-15 billion rubles for the development of the gastransportation infrastructure and gasification;

Taking in consideration the realization of such projects as ‘The general scheme of energy industry allocation’ or ‘The social and economic development of the Far East and Zabaikalie until 2013’ in the Far-Eastern Federal Okrug, the further development of the Fuel & Energy Complex of the Krai will be directed at the provision of the increasing demands in power resources.

Т.О. Ачимова,

студентка 2 курса (гр. ЭТ-61) научный руководитель Н.В. Аблецова, канд. филолог. наук, завкафедрой иностранных языков

OVERPOPULATION

The world's population will soon reach a level where there will not be enough resources to sustain life as we know it. Growth must be checked to avoid this catastrophe. With an exponentially increasing population, the problems created by overpopulation (environmental, social, and economic problems) grow correspondingly. To ensure population stability not only in the increasingly wealthy third-world areas, but also in the industrialized areas, countries and individuals must work together to achieve zero population growth.

The earth does not contain enough resources to indefinitely sustain the current enormous population growth. For instance, there is a limited area of arable land and living space. China, home to 1.2 billion people or 1/5 the world's population, is an excellent example of the kinds of problems that arise in an increasingly crowded society. Trying to increase the standard of living of its people, China has industrialized and the economy has grown. This increase in wealth has increased the demand for food in China. The demand is so great that China went from exporting 8 million tons of grain in 1992 to becoming a net importer of 16 million tons of grain in 1994. This causes a world-wide grain shortage which raises prices, which in turn puts food out of reach of even more people.

In many areas, there is simply not enough food to feed the growing populations. Each day 40,000 children die from malnutrition and its related diseases. 150 million children in the world suffer from poor health due to food shortages.

The population of the world is increasing at the rate of about 180,000 people every 24 hours. In effect, we add enough people each month to make a new city the size of Chicago. This rapid growth in population is a problem of crucial importance to everyone in the world. Although the situation is more critical in some areas than others, it cannot be ignored even in those areas where it is less serious because it affects international relations, economic development, and eventually the quality of life which can be lived in a rapidly unifying world.