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ɂɡɞɚɬɟɥɶɫɬɜɨ©ɇɚɭɱɧɵɣɤɨɧɫɭɥɶɬɚɧɬª
Ⱥɧɚɥɢɡɨɛɳɟɫɬɜɟɧɧɵɯɹɜɥɟɧɢɣɜɝ
ɉɨɫɬɪɨɟɧɢɟɩɪɨɝɧɨɡɨɜ
ɋɛɨɪɧɢɤɦɚɬɟɪɢɚɥɨɜ
ɦɟɠɞɭɧɚɪɨɞɧɨɣ
ɧɚɭɱɧɨ-ɩɪɚɤɬɢɱɟɫɤɨɣɤɨɧɮɟɪɟɧɰɢɢ
ɞɟɤɚɛɪɹɝ
Ɇɟɫɬɨɩɪɨɜɟɞɟɧɢɹ
ɝɆɨɫɤɜɚɏɨɪɨɲɟɜɫɤɨɟɲɞɤ
Ɇɨɫɤɜɚ7
ɍȾɄ 338.27
ȻȻɄ 65.23
Ⱥ
Ⱥɧɚɥɢɡ ɨɛɳɟɫɬɜɟɧɧɵɯ ɹɜɥɟɧɢɣ ɜ 2017 ɝ ɉɨɫɬɪɨɟɧɢɟ
Ⱥ
ɩɪɨɝɧɨɡɨɜ ɫɛɨɪɧɢɤ ɫɬɚɬɟɣ ɩɨ ɦɚɬɟɪɢɚɥɚɦ ɭɱɚɫɬɧɢɤɨɜ
ɦɟɠɞɭɧɚɪɨɞɧɨɣ ɧɚɭɱɧɨ-ɩɪɚɤɬɢɱɟɫɤɨɣ ɤɨɧɮɟɪɟɧɰɢɢ Ⱦɚɬɚ ɢ ɦɟɫɬɨ
ɩɪɨɜɟɞɟɧɢɹ Ɇɨɫɤɜɚ 29 ɞɟɤɚɛɪɹ 2017 ɝ - Ɇ ɂɡɞɚɬɟɥɶɫɬɜɨ
©ɇɚɭɱɧɵɣ ɤɨɧɫɭɥɶɬɚɧɬª 2017. - 102 ɫ
ISBN 978-5-6040393-9-7
Ⱦɚɧɧɵɣ ɫɛɨɪɧɢɤ ɫɨɞɟɪɠɢɬ ɦɚɬɟɪɢɚɥɵ ɦɟɠɞɭɧɚɪɨɞɧɨɣ ɧɚɭɱɧɨɩɪɚɤɬɢɱɟɫɤɨɣ ɤɨɧɮɟɪɟɧɰɢɢ ©Ⱥɧɚɥɢɡ ɨɛɳɟɫɬɜɟɧɧɵɯ ɹɜɥɟɧɢɣ ɜ 2017 ɝ ɉɨ
ɫɬɪɨɟɧɢɟ ɩɪɨɝɧɨɡɨɜª ɩɪɨɜɟɞɟɧɧɨɣ 29 ɞɟɤɚɛɪɹ 2017 ɝ ɝ Ɇɨɫɤɜɚ Ɇɚɬɟ
ɪɢɚɥɵ ɩɪɟɞɫɬɚɜɥɟɧɧɵɟ ɜ ɫɛɨɪɧɢɤɟ ɨɬɪɚɠɚɸɬ ɧɚɭɱɧɨ-ɩɪɚɤɬɢɱɟɫɤɢɣ ɜɡɝɥɹɞ
ɧɚ ɚɤɬɭɚɥɶɧɵɟ ɜɨɩɪɨɫɵ ɫɨɜɪɟɦɟɧɧɨɣ ɪɨɫɫɢɣɫɤɨɣ ɷɤɨɧɨɦɢɤɢ
ɋɛɨɪɧɢɤɩɪɟɞɧɚɡɧɚɱɚɟɬɫɹɞɥɹɧɚɭɱɧɵɯɪɚɛɨɬɧɢɤɨɜɫɬɭɞɟɧɬɨɜɢɩɪɟ
ɩɨɞɚɜɚɬɟɥɟɣ ɜɵɫɲɢɯ ɭɱɟɛɧɵɯɡɚɜɟɞɟɧɢɣ ɪɭɤɨɜɨɞɢɬɟɥɟɣ ɩɪɟɞɩɪɢɹɬɢɣɪɚɡɧɵɯ ɮɨɪɦ ɫɨɛɫɬɜɟɧɧɨɫɬɢ ɚ ɬɚɤ ɠɟ ɦɨɠɟɬɢɫɩɨɥɶɡɨɜɚɬɶɫɹ ɜ ɤɚɱɟɫɬɜɟ ɞɨ
ɩɨɥɧɢɬɟɥɶɧɨɝɨɭɱɟɛɧɨɝɨ ɩɨɫɨɛɢɹ ɜ ɩɪɨɰɟɫɫɟɨɛɭɱɟɧɢɹɦɚɝɢɫɬɪɚɧɬɨɜɢɚɫ
ɩɢɪɚɧɬɨɜɫɨɨɬɜɟɬɫɬɜɭɸɳɢɯɧɚɩɪɚɜɥɟɧɢɣ
ɍȾɄ 338.27
ȻȻɄ 65.23
ɋɛɨɪɧɢɤ ɧɚɭɱɧɵɯ ɫɬɚɬɟɣ ɭɱɚɫɬɧɢɤɨɜ
ɤɨɧɮɟɪɟɧɰɢɢ ɩɨɞɝɨɬɨɜɥɟɧ ɩɨ ɦɚɬɟɪɢɚɥɚɦ
ɩɪɟɞɫɬɚɜɥɟɧɧɵɦ ɜ ɷɥɟɤɬɪɨɧɧɨɦ ɜɢɞɟ Ɉɬɜɟɬ
ɫɬɜɟɧɧɨɫɬɶ ɡɚ ɫɨɞɟɪɠɚɧɢɟ ɦɚɬɟɪɢɚɥɨɜ ɧɟɫɭɬ
ɚɜɬɨɪɵ
ISBN 978-5-6040393-9-7 © Ʉɨɥɥɟɤɬɢɜ ɚɜɬɨɪɨɜ 2017
© Ɉɮɨɪɦɥɟɧɢɟ ɂɡɞɚɬɟɥɶɫɬɜɨ ©ɇɚɭɱɧɵɣ ɤɨɧɫɭɥɶɬɚɧɬª
2017
ɋɨɞɟɪɠɚɧɢɟ
ȺɝɟɟɜɚɆɂɄɨɪɩɨɪɚɬɢɜɧɚɹɫɨɰɢɚɥɶɧɚɹ
ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶɜɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɦɛɢɡɧɟɫɟ………………
5
ȼɭɄɭɚɧɝɑɭɧɝ Ɉɫɨɛɟɧɧɨɫɬɢɩɪɢɧɹɬɢɹɪɟɲɟɧɢɣɩɨ
ɦɨɬɢɜɚɰɢɢɩɟɪɫɨɧɚɥɚɤɨɪɩɨɪɚɰɢɢ……………………………. 13
ȽɚɜɪɢɤɨɜɚɅȼɈɫɨɛɟɧɧɨɫɬɢɢɧɬɟɝɪɚɰɢɢɦɟɠɞɭɧɚɪɨɞɧɨɣ
ɫɢɫɬɟɦɵɦɟɧɟɞɠɦɟɧɬɚɤɚɱɟɫɬɜɚɢɛɟɡɨɩɚɫɧɨɫɬɢJCI (Joint
Commission Internationalɜɪɨɫɫɢɣɫɤɢɯɦɟɞɢɰɢɧɫɤɢɯ
ɤɨɪɩɨɪɚɰɢɹɯ…………………………………………………..... 20
ȽɥɚɡɤɨɜȺȺɀɢɡɧɟɧɧɵɟɰɢɤɥɵɮɢɧɚɧɫɨɜɨɣɫɬɪɚɬɟɝɢɢ
ɤɨɦɩɚɧɢɢ……………………………………………………….. 25
ɄɨɤɨɪɟɜȺ
ɝɨɫɭɞɚɪɫɬɜɟɧɧɵɯɤɨɪɩɨɪɚɰɢɣɢɩɢɯɜɡɚɢɦɨɞɟɣɫɬɜɢɹɫ
gjgj
ɞɪɭɝɢɦɢɷɤɨɧɨɦɢɱɟɫɤɢɦɢɫɭɛɴɟɤɬɚɦɢ«««««««««
ɭɜɨɥɶɧɹɸɳɢɣ
ɋ. ɉɭɬɢɩɨɜɵɲɟɧɢɹɷɮɮɟɤɬɢɜɧɨɫɬɢ
ɧɟɫɢɥɶɧɵɣ
ɨɛɜɚɥɨɜɤɚ«««««ɱɱɫɜɵɚɵɜɚɩɜɚ
33
ɅɢɫɨɜɟɧɤɨȼȺɄɨɧɰɟɩɰɢɹɥɢɞɟɪɫɬɜɚ……………………… 37
ɉɚɥɢɧȼȼȺɧɚɥɢɡɞɢɧɚɦɢɤɢɫɬɪɭɤɬɭɪɵɡɚɧɹɬɨɫɬɢ
ɦɨɫɤɨɜɫɤɨɝɨɪɟɝɢɨɧɚ…………………………………………... 43
ɉɢɥɸɝɢɧȺɘȼɧɟɲɧɢɟɢɜɧɭɬɪɟɧɧɢɟɮɚɤɬɨɪɵ
ɮɢɧɚɧɫɨɜɨɣɭɫɬɨɣɱɢɜɨɫɬɢɩɪɟɞɩɪɢɹɬɢɹɜɫɨɜɪɟɦɟɧɧɨɣ
ɷɤɨɧɨɦɢɤɟ………………………………………………………. 47
ɊɚɡɭɜɚɟɜɈ.ɋ., ɌɭɩɱɢɟɧɤɨȼȺɊɨɥɶȺɪɤɬɢɱɟɫɤɨɣɡɨɧɵɜ
ɷɤɨɧɨɦɢɤɟɊɨɫɫɢɣɫɤɨɣɎɟɞɟɪɚɰɢɢ…………………………… 55
ɋɚɜɢɧɚɆ.ȼ., ɋɬɟɩɚɧɨɜɂ.Ⱥ. Ȼɢɡɧɟɫ-ɧɢɲɚ ɜɫɢɫɬɟɦɟ
ɜɵɫɲɟɝɨɨɛɪɚɡɨɜɚɧɢɹ………………………………………….. 60
ɋɚɜɢɧɚɆ.ȼ., ɋɬɟɩɚɧɨɜȺȺȽɨɫɭɞɚɪɫɬɜɟɧɧɨɟ
ɫɬɢɦɭɥɢɪɨɜɚɧɢɟɫɨɰɢɚɥɶɧɨɝɨɩɪɟɞɩɪɢɧɢɦɚɬɟɥɶɫɬɜɚ………. 64
ɋɬɟɩɚɧɨɜȺȺȻɹɥɨɛɥɨɞɫɤɚɹɋ.
ɉɨɢɫɤɫɬɪɚɬɟɝɢɱɟɫɤɢɯɩɚɪɬɧɟɪɨɜɜɩɪɨɰɟɫɫɟ
ɤɨɦɦɟɪɰɢɚɥɢɡɚɰɢɢɢɧɧɨɜɚɰɢɨɧɧɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ………….. 69
ɋɬɟɩɚɧɨɜȺȺɋɬɟɩɚɧɨɜɂȺ ɇɟɤɨɬɨɪɵɟɜɨɩɪɨɫɵ
ɬɟɨɪɢɢɤɨɦɦɟɪɰɢɚɥɢɡɚɰɢɢɢɧɧɨɜɚɰɢɣ……………………….. 74
ɋɨɥɨɞɤɨɜɚɄȺɉɨɧɹɬɢɟɢɢɟɪɚɪɯɢɹ
ɧɚɰɢɨɧɚɥɶɧɵɯɢɧɧɨɜɚɰɢɨɧɧɵɯɫɢɫɬɟɦ………………………. 80
Ɍɢɯɨɧɟɧɤɨ ȼɋ Ʉɨɪɩɨɪɚɬɢɜɧɚɹ ɫɨɰɢɚɥɶɧɚɹ
ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɪɨɫɫɢɣɫɤɢɯ ɛɚɧɤɨɜ………………………… 84
ɌɭɩɱɢɟɧɤɨȼȺɐɵɛɚɧɺɜȺɉ ɗɤɨɧɨɦɢɱɟɫɤɢɣɚɧɚɥɢɡ
ɫɬɪɨɢɬɟɥɶɧɨɝɨɤɥɚɫɬɟɪɚɚɪɤɬɢɱɟɫɤɨɣɡɨɧɵɊɎ……………… 91
3
ɒɚɬɚɥɨɜɚ ȿ., Ɍɭɩɱɢɟɧɤɨ ȼȺ Ⱦɢɜɟɪɫɢɮɢɤɚɰɢɹ
ɷɧɟɪɝɟɬɢɱɟɫɤɨɣ ɨɬɪɚɫɥɢ………………………………………. 96
4
ɄɈɊɉɈɊȺɌɂȼɇȺəɋɈɐɂȺɅɖɇȺə
ɈɌȼȿɌɋɌȼȿɇɇɈɋɌɖȼɎȺɊɆȺɐȿȼɌɂɑȿɋɄɈɆ
ȻɂɁɇȿɋȿ
ȺɝɟɟɜɚɆɚɪɢɹɂɝɨɪɟɜɧɚ
ɦɚɝɢɫɬɪɚɧɬ 2 ɤɭɪɫɚ ɧɚɩɪɚɜɥɟɧɢɹ «Ɇɟɧɟɞɠɦɟɧɬ»
ɇɚɭɱɧɵɣ ɪɭɤɨɜɨɞɢɬɟɥɶ
ɂɡɦɚɣɥɨɜɚ Ɇɚɪɢɧɚ Ⱥɥɟɤɫɟɟɜɧɚ ɞɷɧ ɞɨɰɟɧɬ
Ɏɢɧɚɧɫɨɜɵɣ ɭɧɢɜɟɪɫɢɬɟɬ ɩɪɢ ɉɪɚɜɢɬɟɥɶɫɬɜɟ Ɋɨɫɫɢɣɫɤɨɣ
Ɏɟɞɟɪɚɰɢɢ
CORPORATE SOCIAL RESPONSIBILITY IN THE
PHARMACEUTICAL BUSINESS
Ageeva Maria Igorevna
Graduate student of 2 course «Management»
Scientific adviser:
Marina Izmailova, Doctor of Economics, Associate Professor,
Financial University under the Government of the Russian
Federation
Ⱥɧɧɨɬɚɰɢɹ ȼ ɫɬɚɬɶɟ ɪɚɫɤɪɵɜɚɟɬɫɹ ɫɨɞɟɪɠɚɧɢɟ ɢ ɫɨɜɪɟ
ɦɟɧɧɵɟɫɩɨɫɨɛɵ ɪɟɚɥɢɡɚɰɢɢɤɨɪɩɨɪɚɬɢɜɧɨɣ ɫɨɰɢɚɥɶɧɨɣɨɬɜɟɬɫɬ
ɜɟɧɧɨɫɬɢɜɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɦɛɢɡɧɟɫɟɈɩɪɟɞɟɥɟɧɨɱɬɨɤɨɪɩɨɪɚ
ɬɢɜɧɚɹɫɨɰɢɚɥɶɧɚɹɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶɜɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɦɛɢɡɧɟɫɟ
- ɷɬɨ ɫɨɜɪɟɦɟɧɧɵɣ ɨɛɨɫɧɨɜɚɧɧɵɣ ɤɨɧɰɟɩɬ ɫɨɝɥɚɫɧɨ ɤɨɬɨɪɨɦɭ
ɫɭɛɴɟɤɬɵɯɨɡɹɣɫɬɜɨɜɚɧɢɹɜɞɨɛɪɨɜɨɥɶɧɨɦɩɨɪɹɞɤɟɩɪɢɧɢɦɚɸɬɜɨ
ɜɧɢɦɚɧɢɟ ɢɧɬɟɪɟɫɵ ɫɨɰɢɭɦɚ ɜɨɡɥɚɝɚɸɬ ɧɚ ɫɟɛɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ
ɡɚ ɜɥɢɹɧɢɟ ɤɨɬɨɪɨɟ ɨɤɚɡɵɜɚɟɬ ɢɯ ɞɟɹɬɟɥɶɧɨɫɬɶ ɧɚɜɫɟ ɷɥɟɦɟɧɬɵ
ɜɧɟɲɧɟɣ ɫɪɟɞɵ Ɋɚɫɫɦɨɬɪɟɧɵ ɚɤɬɭɚɥɶɧɵɟ ɩɨɡɢɰɢɢ ɫɭɛɴɟɤɬɨɜ
ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɝɨɛɢɡɧɟɫɚ
Ʉɥɸɱɟɜɵɟɫɥɨɜɚ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɢɣ ɛɢɡɧɟɫɫɨɰɢɚɥɶɧɚɹ ɨɬ
ɜɟɬɫɬɜɟɧɧɨɫɬɶɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɨɫɬɶɧɟɮɢɧɚɧɫɨɜɚɹɨɬɱɟɬɧɨɫɬɶ
Abstract: The article deals with the content aspect, which determines the modern ways for the implementation of corporate social responsibility in the pharmaceutical business. It is determined that cor-
5
porate social responsibility in the pharmaceutical business is a modern
reasonable concept, according to which business entities voluntarily
take into account the interests of the society, assume responsibility for
the influence that their activity exerts on all elements of the «external
environment». The current positions of the subjects of the pharmaceutical business are considered.
Keywords: pharmaceutical business, social responsibility, charity, non-financial reporting.
ȼɜɟɞɟɧɢɟ
Ʉɚɤ ɢɡɜɟɫɬɧɨ ɪɵɧɨɤ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɣ ɩɪɨɞɭɤɰɢɢ ɨɱɟɧɶ
ɟɦɨɤɧɚ ɧɟɦɩɪɢɫɭɬɫɬɜɭɟɬɰɟɥɵɣ ɪɹɞ«ɤɪɭɩɧɵɯ ɢɝɪɨɤɨɜ» ɫɭɳɟ
ɫɬɜɭɸɬ ɪɨɡɧɢɱɧɵɟ ɫɟɬɢ ɩɨ ɩɪɨɞɚɠɟ ɩɪɨɞɭɤɬɨɜ ɚɩɬɟɱɧɵɟ ɫɟɬɢ
ȿɠɟɝɨɞɧɨ ɧɚ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɦ ɪɵɧɤɟ ɩɨɹɜɥɹɸɬɫɹ ɞɟɫɹɬɤɢ ɧɨ
ɜɵɯɩɪɟɩɚɪɚɬɨɜɄɨɦɩɚɧɢɢ-ɩɪɨɢɡɜɨɞɢɬɟɥɢɜɤɥɚɞɵɜɚɸɬɨɝɪɨɦɧɵɟ
ɫɪɟɞɫɬɜɚɜɩɪɨɞɜɢɠɟɧɢɟɩɪɨɞɭɤɰɢɢɩɨɫɪɟɞɫɬɜɨɦɪɟɤɥɚɦɵɜɫɪɟɞ
ɫɬɜɚɯɦɚɫɫɨɜɨɣɢɧɮɨɪɦɚɰɢɢɬɨɪɝɨɜɵɯɫɟɬɹɯɢɬɞ
Ɉɠɢɞɚɧɢɹɩɨɬɪɟɛɢɬɟɥɟɣɨɬɩɪɨɞɭɤɰɢɢɜɪɚɦɤɚɯ
ɫɢɬɭɚɰɢɢɧɚɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɦɪɵɧɤɟ
ɋɨɰɢɭɦ ɩɪɟɞɴɹɜɥɹɟɬ ɤ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɣ ɩɪɨɞɭɤɰɢɢ ɨɱɟɧɶ
ɜɵɫɨɤɢɟɬɪɟɛɨɜɚɧɢɹɬɚɤɤɚɤ ɷɬɚ ɨɬɪɚɫɥɶɧɚɩɪɹɦɭɸɜɥɢɹɟɬɧɚɤɚ
ɱɟɫɬɜɨɠɢɡɧɢɝɪɚɠɞɚɧ
Ʉ ɨɠɢɞɚɧɢɹɦ ɩɨɬɪɟɛɢɬɟɥɟɣ ɨɬ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɣ ɨɬɪɚɫɥɢ
ɦɨɠɧɨ ɨɬɧɟɫɬɢ ɜɵɫɨɤɨɟ ɤɚɱɟɫɬɜɨ ɪɟɚɥɢɡɭɟɦɨɣ ɩɪɨɞɭɤɰɢɢ ɜɨɡ
ɦɨɠɧɨɫɬɶɜɵɛɨɪɚɤɚɤ ɨɪɢɝɢɧɚɥɶɧɵɯɩɪɟɩɚɪɚɬɨɜɬɚɤɢɝɟɧɟɪɢɱɟ
ɫɤɢɯ ɞɨɫɬɭɩɧɚɹ ɫɬɨɢɦɨɫɬɶ ɲɢɪɨɤɚɹ ɩɪɟɞɫɬɚɜɥɟɧɧɨɫɬɶ ɧɟɨɛɯɨ
ɞɢɦɵɯ ɩɪɟɩɚɪɚɬɨɜ ɜɨ ɜɫɟɯ ɝɨɪɨɞɚɯ Ɋɨɫɫɢɢ Ɍɚɤɠɟ ɠɟɥɚɬɟɥɶɧɵɦ
ɹɜɥɹɟɬɫɹ ɧɚɥɢɱɢɟ ɩɚɰɢɟɧɬɫɤɢɯ ɩɪɨɝɪɚɦɦ ɩɨɡɜɨɥɹɸɳɢɯ ɥɸɞɹɦ ɫ
ɧɟɜɵɫɨɤɢɦɭɪɨɜɧɟɦɞɨɯɨɞɨɜɩɨɥɭɱɚɬɶɫɨɜɪɟɦɟɧɧɵɟ ɢɧɧɨɜɚɰɢɨɧ
ɧɵɟɩɪɟɩɚɪɚɬɵɜɵɫɨɤɨɣɫɬɨɢɦɨɫɬɢɞɥɹɥɟɱɟɧɢɹɫɥɨɠɧɵɯɧɨɡɨɥɨ
ɝɢɣ
ɋɥɟɞɭɟɬ ɟɳɟ ɫɤɚɡɚɬɶ ɨ ɧɟɨɛɯɨɞɢɦɨɫɬɢ ɠɟɫɬɤɨɝɨ ɝɨɫɭɞɚɪɫɬ
ɜɟɧɧɨɝɨɪɟɝɭɥɢɪɨɜɚɧɢɹ ɜ ɫɮɟɪɟ ɡɚɳɢɬɵ ɩɨɬɪɟɛɢɬɟɥɹ ɨɬɩɨɞɞɟɥɶ
ɧɨɣ ɥɟɤɚɪɫɬɜɟɧɧɨɣ ɩɪɨɞɭɤɰɢɢ ɧɨɧɚ ɷɬɭ ɩɪɨɛɥɟɦɭ ɮɚɪɦɚɰɟɜɬɢ
ɱɟɫɤɢɟ ɤɨɦɩɚɧɢɢ ɦɨɝɭɬ ɩɨɜɥɢɹɬɶ ɬɨɥɶɤɨ ɭɫɥɨɠɧɹɹ ɦɚɪɤɢɪɨɜɤɭ
ɢɡɞɟɥɢɣɢ ɢɧɮɨɪɦɢɪɭɹ ɨɛ ɷɬɨɦɩɨɬɪɟɛɢɬɟɥɟɣɇɚɩɪɢɦɟɪ ɤɨɦɩɚ
ɧɢɹBayer ɢɧɮɨɪɦɢɪɭɟɬɫɜɨɢɯ ɩɨɤɭɩɚɬɟɥɟɣ ɫɥɟɞɭɸɳɢɦɨɛɪɚɡɨɦ
6
«ɉɨ ɩɪɢɧɰɢɩɢɚɥɶɧɵɦ ɫɨɨɛɪɚɠɟɧɢɹɦ ɨɩɚɫɧɨ ɞɨɫɬɚɜɚɬɶ ɫɟɛɟ ɥɟ
ɤɚɪɫɬɜɚ ɢɡ ɱɚɫɬɧɵɯ ɢɫɬɨɱɧɢɤɨɜ ɱɬɨɛɵ ɧɚɩɪɢɦɟɪ ɨɛɨɣɬɢ ɧɟɨɛ
ɯɨɞɢɦɨɫɬɶɨɛɪɚɳɟɧɢɹɡɚ ɪɟɰɟɩɬɨɦ ɤ ɜɪɚɱɭɌɨ ɠɟ ɫɚɦɨɟɨɬɧɨɫɢɬ
ɫɹ ɢ ɤ ɩɪɢɨɛɪɟɬɟɧɢɸ ɥɟɤɚɪɫɬɜ ɜ ɫɬɪɚɧɚɯ ɫ ɧɢɡɤɢɦ ɭɪɨɜɧɟɦ ɝɨɫɭ
ɞɚɪɫɬɜɟɧɧɨɝɨɤɨɧɬɪɨɥɹ» [1].
Ɉɩɪɚɜɞɚɬɶɨɠɢɞɚɧɢɹɝɪɚɠɞɚɧɦɨɠɧɨɢɦɟɧɧɨɱɟɪɟɡɨɫɭɳɟɫɬ
ɜɥɟɧɢɟ ɩɨɥɢɬɢɤɢ ɫɨɰɢɚɥɶɧɨ ɨɬɜɟɬɫɬɜɟɧɧɨɝɨ ɛɢɡɧɟɫɚ Ⱥɫɩɟɤɬɵ
ɩɪɨɹɜɥɟɧɢɹ ɫɨɰɢɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ ɛɢɡɧɟɫɚ ɛɭɞɭɬ ɪɚɫɫɦɨɬ
ɪɟɧɵɞɚɥɟɟ
ɉɪɨɹɜɥɟɧɢɟɫɨɰɢɚɥɶɧɨɣɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ
ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɢɯɤɨɦɩɚɧɢɣ
ȼ ɩɪɨɰɟɫɫɟ ɝɥɨɛɚɥɢɡɚɰɢɢ ɪɨɫɫɢɣɫɤɨɝɨ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɝɨ
ɛɢɡɧɟɫɚɨɞɧɢɦɢɡɩɪɢɨɪɢɬɟɬɨɜɤɨɪɩɨɪɚɬɢɜɧɵɯ ɫɬɪɚɬɟɝɢɣ ɪɨɫɫɢɣ
ɫɤɢɯɤɨɦɩɚɧɢɣɫɬɚɥɚɤɨɪɩɨɪɚɬɢɜɧɚɹɫɨɰɢɚɥɶɧɚɹɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ
Ʉɨɪɩɨɪɚɬɢɜɧɚɹ ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɣ
ɤɨɦɩɚɧɢɢ- ɷɬɨɫɨɜɨɤɭɩɧɨɫɬɶɨɛɹɡɚɬɟɥɶɫɬɜɤɨɬɨɪɵɟɮɚɤɬɢɱɟɫɤɢ
ɜɵɧɟɫɟɧɵ ɡɚ ɪɚɦɤɢ ɭɫɬɚɧɨɜɥɟɧɧɨɝɨ ɡɚɤɨɧɨɦ ɨɛɹɡɚɬɟɥɶɫɬɜɚ ɫɨ
ɛɥɸɞɚɬɶɢɪɟɚɥɢɡɨɜɵɜɚɬɶɬɟɢɥɢɢɧɵɟɧɨɪɦɵ
Ʉɨɪɩɨɪɚɬɢɜɧɚɹ ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɜ ɮɚɪɦɚɰɟɜɬɢ
ɱɟɫɤɨɦɛɢɡɧɟɫɟɧɚɯɨɞɢɬɫɜɨɟɨɬɪɚɠɟɧɢɟɜɪɚɦɤɚɯɤɨɪɩɨɪɚɬɢɜɧɨɣ
ɫɨɰɢɚɥɶɧɨɣɨɬɱɟɬɧɨɫɬɢɧɟɮɢɧɚɧɫɨɜɨɣ
Ʉɨɪɩɨɪɚɬɢɜɧɚɹ ɫɨɰɢɚɥɶɧɚɹ ɨɬɱɟɬɧɨɫɬɶ ɜ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɦ
ɛɢɡɧɟɫɟɟɫɬɶɫɢɫɬɟɦɚɞɨɤɭɦɟɧɬɨɜɜɪɚɦɤɚɯɤɨɬɨɪɨɣɧɚɯɨɞɹɬɫɜɨɟ
ɤɨɦɩɥɟɤɫɧɨɟ ɨɬɪɚɠɟɧɢɟ ɤɚɤ ɞɨɦɢɧɚɧɬɧɵɟ ɜɟɤɬɨɪɵɞɟɹɬɟɥɶɧɨɫɬɢ
ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɣ ɤɨɦɩɚɧɢɢ ɜ ɨɛɥɚɫɬɢ ɫɨɰɢɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧ
ɧɨɫɬɢɢ ɭɫɬɨɣɱɢɜɨɝɨɪɚɡɜɢɬɢɹ ɬɚɤɢ ɫɨɛɫɬɜɟɧɧɨɪɟɡɭɥɶɬɚɬɵ ɞɚɧ
ɧɨɣɞɟɹɬɟɥɶɧɨɫɬɢ
Ɍɚɤɢɦɨɛɪɚɡɨɦɨɱɟɜɢɞɧɨ ɤɚɬɟɝɨɪɢɹ «ɤɨɪɩɨɪɚɬɢɜɧɚɹɫɨɰɢ
ɚɥɶɧɚɹɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶɜɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɦɛɢɡɧɟɫɟɢɧɫɩɢɪɢɪɨ
ɜɚɧɚ ɩɪɨɰɟɫɫɚɦɢ ɤɨɪɩɨɪɚɬɢɜɧɨɣ ɫɨɰɢɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ
ɪɟɝɥɚɦɟɧɬɢɪɭɟɦɵɦɢɪɚɦɤɚɦɢɤɨɪɩɨɪɚɬɢɜɧɨɝɨɩɪɚɜɚ
Ʉɨɪɩɨɪɚɬɢɜɧɚɹ ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɜ ɮɚɪɦɚɰɟɜɬɢ
ɱɟɫɤɨɦ ɛɢɡɧɟɫɟ ɨɛɭɫɥɨɜɥɟɧɚ ɫɥɟɞɭɸɳɢɦɢ ɩɪɚɤɬɢɱɟɫɤɢɦɢ ɜɟɤɬɨ
ɪɚɦɢ
x ɋɩɨɧɫɨɪɫɬɜɨ – ɷɬɨ ɨɛɨɫɨɛɥɟɧɧɵɣ ɢɫɬɨɱɧɢɤ ɮɢɧɚɧɫɢɪɨ
ɜɚɧɢɹɨɫɧɨɜɚɧɧɵɣ ɧɚ ɨɫɭɳɟɫɬɜɥɟɧɢɢɧɟɤɨɬɨɪɨɣ ɫɞɟɥɤɢ
ɢɦɟɸɳɟɣ ɤɨɦɦɟɪɱɟɫɤɢɟ ɰɟɥɢ ɤɨɝɞɚ ɩɪɨɢɫɯɨɞɢɬ ɨɛɦɟɧ
7
ɮɢɧɚɧɫɨɜɵɯ ɫɪɟɞɫɬɜ ɧɚ ɫɨɨɬɜɟɬɫɬɜɭɸɳɢɟ ɜɨɡɦɨɠɧɨɫɬɢ
ɪɚɡɦɟɳɟɧɢɹɪɟɤɥɚɦɵ ɩɪɨɜɟɞɟɧɢɹ – ɩɨɞɷɝɢɞɨɣ ɤɨɧɤɪɟɬ
ɧɨɣ ɨɪɝɚɧɢɡɚɰɢɢ - ɤɚɤɢɯ-ɥɢɛɨ ɪɟɤɥɚɦɧɵɯ PR –
ɦɟɪɨɩɪɢɹɬɢɣ
x Ȼɥɚɝɨɬɜɨɪɢɬɟɥɶɧɨɫɬɶ ɫɩɟɰɢɮɢɱɟɫɤɚɹ ɮɨɪɦɚ ɛɟɡɜɨɡɦɟɡɞ
ɧɨɣ ɢ ɛɟɫɤɨɪɵɫɬɧɨɣ ɮɢɧɚɧɫɨɜɨɣ ɩɨɞɞɟɪɠɤɢ ɤɨɬɨɪɚɹ
ɩɪɨɞɢɤɬɨɜɚɧɚ ɫɨɨɛɪɚɠɟɧɢɹɦɢ ɢɞɟɣɧɨɝɨ ɬɟɦɚɬɢɱɟɫɤɨɝɨ
ɫɨɝɥɚɫɢɹɈɫɭɳɟɫɬɜɥɹɟɬɫɹ ɸɪɢɞɢɱɟɫɤɢɦɢɥɢɰɚɦɢ ɞɥɹ
ɫɨɡɞɚɧɢɹ ɢ ɩɨɞɞɟɪɠɚɧɢɹ ɢɦɢɞɠɚ ɫɨɰɢɚɥɶɧɨ ɨɬɜɟɬɫɬɜɟɧ
ɧɨɣɤɨɦɩɚɧɢɢɞɥɹ ɩɨɩɭɥɹɪɢɡɚɰɢɢɢɞɟɣ ɟɸ ɩɨɡɢɰɢɨɧɢ
ɪɭɟɦɵɯ
x ɋɢɫɬɟɦɚ ɪɚɫɩɪɟɞɟɥɟɧɢɹ ɝɪɚɧɬɨɜ Ƚɪɚɧɬɵ ɦɨɝɭɬ ɛɵɬɶ ɨɩ
ɪɟɞɟɥɟɧɵɤɚɤ ɫɨɜɨɤɭɩɧɨɫɬɶ ɫɪɟɞɫɬɜɰɟɥɟɜɨɝɨ ɮɢɧɚɧɫɢɪɨ
ɜɚɧɢɹ ɷɬɨ ɦɨɝɭɬɛɵɬɶ ɤɚɤ ɞɟɧɟɠɧɵɟ ɫɪɟɞɫɬɜɚ ɬɚɤɢ ɤɚ
ɤɨɟ-ɥɢɛɨɢɦɭɳɟɫɬɜɨɜɵɞɟɥɟɧɢɟ ɤɨɬɨɪɵɯ ɩɪɨɢɫɯɨɞɢɬɧɚ
ɤɨɧɤɭɪɫɧɨɣ ɨɫɧɨɜɟ ɚ ɩɪɟɞɨɫɬɚɜɥɟɧɢɟ ɪɟɚɥɢɡɭɟɬɫɹ ɛɟɡ
ɜɨɡɜɪɚɬɧɨɢɛɟɡɜɨɡɦɟɡɞɧɨɈɛɹɡɚɬɟɥɶɧɵɦɭɫɥɨɜɢɟɦɜɵɞɟ
ɥɟɧɢɹɝɪɚɧɬɨɜɹɜɥɹɟɬɫɹɧɟɩɪɟɦɟɧɧɵɣɢɬɨɝɨɜɵɣɤɨɧɬɪɨɥɶ
ɢɬɟɤɭɳɢɣɦɨɧɢɬɨɪɢɧɝ ɰɟɥɟɜɨɝɨɢɫɩɨɥɶɡɨɜɚɧɢɹɜɵɞɟɥɟɧ
ɧɵɯɨɪɝɚɧɢɡɚɰɢɟɣɫɪɟɞɫɬɜ
Ʉɪɨɦɟɬɨɝɨɤɨɦɩɚɧɢɹɨɫɭɳɟɫɬɜɥɹɟɬɧɟɤɨɬɨɪɵɟɰɟɥɟɜɵɟɪɚ
ɡɨɜɵɟɩɪɨɟɤɬɵ
Ɉɛɨɛɳɚɹ ɨɬɦɟɬɢɦ ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɛɢɡɧɟɫɚ –
ɤɚɬɟɝɨɪɢɹɧɟɢɦɟɸɳɚɹɧɟɤɨɬɨɪɵɯɠɟɫɬɤɢɯɪɚɦɨɤ
Ɉɞɧɢɦɢɡɩɪɨɹɜɥɟɧɢɣɫɨɰɢɚɥɶɧɨɨɬɜɟɬɫɬɜɟɧɧɨɝɨɨɬɧɨɲɟɧɢɹ
ɤ ɨɛɳɟɫɬɜɭ ɫɨ ɫɬɨɪɨɧɵ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɝɨ ɛɢɡɧɟɫɚ ɦɨɠɧɨ ɪɚɫ
ɫɦɚɬɪɢɜɚɬɶ ɢ ɦɟɯɚɧɢɡɦ «ɝɨɫɭɞɚɪɫɬɜɟɧɧɨ-ɱɚɫɬɧɨɝɨ ɩɚɪɬɧɺɪɫɬɜɚ»,
ɤɨɬɨɪɵɣɦɨɠɟɬ ɛɵɬɶɨɩɪɟɞɟɥɟɧɤɚɤɫɢɫɬɟɦɧɨ-ɨɪɝɚɧɢɡɨɜɚɧɧɚɹɫɨ
ɜɨɤɭɩɧɨɫɬɶ ɮɨɪɦ ɫɪɟɞɧɟ- ɢ ɞɨɥɝɨɫɪɨɱɧɨɝɨ ɜɡɚɢɦɨɞɟɣɫɬɜɢɹ ɫɨ
ɬɪɭɞɧɢɱɟɫɬɜɚ ɝɨɫɭɞɚɪɫɬɜɚ ɢ ɛɢɡɧɟɫɚ ɜ ɰɟɥɹɯ ɪɟɲɟɧɢɹ ɨɛɳɟɫɬ
ɜɟɧɧɨ ɡɧɚɱɢɦɵɯ ɡɚɞɚɱ ɦɚɤɫɢɦɢɡɚɰɢɢ ɩɪɢɛɵɥɢ ɢ ɢɡɜɥɟɤɚɟɦɨɝɨ
ɫɨɰɢɚɥɶɧɨɡɧɚɱɢɦɨɝɨɷɮɮɟɤɬɚɧɚɜɡɚɢɦɨɜɵɝɨɞɧɵɯɭɫɥɨɜɢɹɯ
ȼɚɠɧɨ ɨɬɦɟɬɢɬɶ ɢ ɬɨɬ ɮɚɤɬ ɱɬɨ ɪɟɚɥɢɡɚɰɢɹ ɤɨɦɩɚɧɢɹɦɢ
ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɝɨɛɢɡɧɟɫɚɫɨɰɢɚɥɶɧɨɡɧɚɱɢɦɵɯɩɪɨɝɪɚɦɦɢɦɟɟɬ
ɩɨɡɢɬɢɜɧɵɣ ɷɮɮɟɤɬ ɫɨɛɫɬɜɟɧɧɨ ɜ ɨɬɧɨɲɟɧɢɢɫɚɦɢɯɷɬɢɯɤɨɦɩɚ
ɧɢɣɩɪɨɢɫɯɨɞɢɬɮɨɪɦɢɪɨɜɚɧɢɟɩɨɥɨɠɢɬɟɥɶɧɨɝɨɢɦɢɞɠɚ
8
ɂɦɢɞɠɤɨɦɩɚɧɢɢɬɨɬɨɛɪɚɡɤɨɬɨɪɵɣɮɨɪɦɢɪɭɟɬɫɹɢɩɨɞ
ɞɟɪɠɢɜɚɟɬɫɹɜɨɛɳɟɫɬɜɟɧɧɨɦ ɫɨɡɧɚɧɢɢɜɝɥɚɡɚɯɰɟɥɟɜɨɣ ɚɭɞɢ
ɬɨɪɢɢ ɫɬɚɧɨɜɢɬɫɹ ɫɟɝɨɞɧɹ ɜɚɠɧɟɣɲɢɦ ɮɚɤɬɨɪɨɦ ɤɨɧɤɭɪɟɧɬɧɨɣ
ɛɨɪɶɛɵ ɱɟɦ ɛɨɥɟɟ ɤɥɢɟɧɬ ɢɧɮɨɪɦɢɪɨɜɚɧ ɨ ɤɨɦɩɚɧɢɢ ɢ ɤɚɤɨɝɨ
ɪɨɞɚɢɧɮɨɪɦɚɰɢɹɢɦɜɨɫɩɪɢɧɹɬɚɬɟɦɜɟɪɨɹɬɧɟɟɱɬɨ ɢɦɟɧɧɨɧɚ
ɧɟɣɨɧɩɪɢɩɪɨɱɢɯɪɚɜɧɵɯɭɫɥɨɜɢɹɯɨɫɬɚɧɨɜɢɬɫɜɨɣɜɵɛɨɪ
ɉɪɚɤɬɢɱɟɫɤɢɜɫɟ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɵɟɦɟɪɨɩɪɢɹɬɢɹ ɨɪɢɟɧɬɢ
ɪɨɜɚɧɧɵɟ ɧɚ ɜɧɟɲɧɸɸ ɚɭɞɢɬɨɪɢɸ ɧɚɰɟɥɟɧɵ ɧɚ ɩɪɢɜɥɟɱɟɧɢɟ
ɤɨɧɰɟɧɬɪɚɰɢɸ ɢ ɨɛɴɟɞɢɧɟɧɢɟ ɜɨɤɪɭɝɫɟɛɹ ɜɫɟɯ ɡɚɢɧɬɟɪɟɫɨɜɚɧ
ɧɵɯɫɭɛɴɟɤɬɨɜɤɥɢɟɧɬɨɜɞɟɥɨɜɵɯɩɚɪɬɧɟɪɨɜɚɧɚɥɢɬɢɤɨɜɮɨɧɞɨ
ɜɨɝɨɪɵɧɤɚɢɧɜɟɫɬɨɪɨɜɢɩɪɋɥɟɞɨɜɚɬɟɥɶɧɨɡɚɞɚɱɟɣɩɨɞɨɛɧɨɝɨ
ɪɨɞɚ ɦɟɪɨɩɪɢɹɬɢɣ ɹɜɥɹɟɬɫɹ ɮɨɪɦɢɪɨɜɚɧɢɟ ɬɚɤɨɝɨ ɤɨɦɩɥɟɤɫɚɭɫ
ɥɨɜɢɣɤɨɬɨɪɵɣ ɩɨɡɢɰɢɨɧɢɪɭɟɬɫɚɦɭɮɚɪɦɚɰɟɜɬɢɱɟɫɤɭɸɤɨɦɩɚ
ɧɢɸɢɜɵɩɭɫɤɚɟɦɵɣɟɸɩɪɨɞɭɤɬɬɚɤɢɦɨɛɪɚɡɨɦɤɨɬɨɪɵɣ«ɜɵɞɟ
ɥɹɟɬ» ɢɦɟɧɧɨɢɯɫɪɟɞɢɤɨɧɤɭɪɟɧɬɨɜɢɚɧɚɥɨɝɨɜ
Ⱦɭɦɚɟɬɫɹ ɭɠɟ ɫɟɝɨɞɧɹ ɢɦɟɟɬ ɦɟɫɬɨ ɩɨɧɢɦɚɧɢɟ ɞɥɹ ɬɨɝɨ
ɱɬɨɛɵɫɬɚɬɶɫɨɰɢɚɥɶɧɨɨɬɜɟɬɫɬɜɟɧɧɵɦɤɚɠɞɨɦɭɫɭɛɴɟɤɬɭɨɬɟɱɟ
ɫɬɜɟɧɧɨɝɨ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɝɨ ɛɢɡɧɟɫɚ ɧɟɨɛɯɨɞɢɦɨ ɡɚɞɟɣɫɬɜɨ
ɜɚɬɶɧɟɤɨɬɨɪɭɸɱɚɫɬɶɩɪɢɛɵɥɢɧɚɪɟɚɥɢɡɚɰɢɸɤɨɧɤɪɟɬɧɵɯɫɨɰɢ
ɚɥɶɧɨ ɡɧɚɱɢɦɵɯ ɩɪɨɟɤɬɨɜ ɨɫɭɳɟɫɬɜɥɹɬɶ ɦɧɨɝɨɨɛɪɚɡɧɵɟ ɛɥɚɝɨ
ɬɜɨɪɢɬɟɥɶɧɵɟɫɩɨɧɫɨɪɫɤɢɟɚɤɰɢɢ
ɇɟɮɢɧɚɧɫɨɜɚɹɨɬɱɟɬɧɨɫɬɶɤɚɤɩɨɤɚɡɚɬɟɥɶ
ɫɨɰɢɚɥɶɧɨɣɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ
Ɋɚɡɦɟɳɟɧɢɟ ɫɭɛɴɟɤɬɚɦɢ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɝɨ ɛɢɡɧɟɫɚ ɜ ɨɬ
ɤɪɵɬɨɦɞɨɫɬɭɩɟ ɤɨɪɩɨɪɚɬɢɜɧɨɣ ɫɨɰɢɚɥɶɧɨɣɨɬɱɟɬɧɨɫɬɢ ɟɫɬɶ ɧɟ
ɤɨɬɨɪɵɣɩɨɫɵɥɚɟɦɵɣɞɚɧɧɵɦɢɤɨɦɩɚɧɢɹɦɢ ɫɢɝɧɚɥɨɫɮɨɪɦɢɪɨ
ɜɚɧɧɨɣ ɢ ɚɤɬɭɚɥɢɡɢɪɨɜɚɧɧɨɣ ɝɨɬɨɜɧɨɫɬɢ ɤ ɪɚɡɜɢɬɢɸ ɞɢɚɥɨɝɚ ɫ
ɨɛɳɟɫɬɜɨɦ ɨɟɟ ɫɬɪɟɦɥɟɧɢɢ ɭɱɢɬɵɜɚɬɶ ɢɧɬɟɪɟɫɵ ɩɨɠɟɥɚɧɢɹ ɢ
ɬɪɟɛɨɜɚɧɢɹɜɫɟɝɨɤɪɭɝɚ ɡɚɢɧɬɟɪɟɫɨɜɚɧɧɵɯɫɬɨɪɨɧ– ɝɨɫɭɞɚɪɫɬɜɚ
ɤɥɢɟɧɬɨɜɫɨɬɪɭɞɧɢɤɨɜɚɤɰɢɨɧɟɪɨɜɢɧɜɟɫɬɨɪɨɜ– ɜɪɚɦɤɚɯɫɨɰɢ
ɚɥɶɧɨɝɨɩɚɪɬɧɟɪɫɬɜɚ
Ʉɨɪɩɨɪɚɬɢɜɧɚɹ ɨɬɱɺɬɧɨɫɬɶ ɨɯɜɚɬɵɜɚɟɬ ɩɨɥɧɵɣ ɫɩɟɤɬɪ ɨɩɟ
ɪɚɰɢɣɤɨɦɩɚɧɢɢ ɪɚɫɤɪɵɜɚɹ ɜɚɠɧɵɟ ɞɥɹ ɤɨɧɟɱɧɨɝɨ ɩɨɥɶɡɨɜɚɬɟɥɹ
ɮɚɤɬɵɩɨɡɜɨɥɹɸɳɢɟɟɦɭɫɚɦɨɫɬɨɹɬɟɥɶɧɨɮɨɪɦɢɪɨɜɚɬɶɩɪɟɞɫɬɚɜ
ɥɟɧɢɟɨ ɞɟɹɬɟɥɶɧɨɫɬɢɤɨɦɩɚɧɢɢɢ ɩɪɢɧɢɦɚɬɶɜɡɜɟɲɟɧɧɵɟ ɭɩɪɚɜ
ɥɟɧɱɟɫɤɢɟɪɟɲɟɧɢɹ[2].
9
Ɋɟɚɥɢɢ ɪɵɧɨɱɧɨɝɨ ɦɟɯɚɧɢɡɦɚ ɪɚɡɪɟɡɟ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɝɨ
ɛɢɡɧɟɫɚ ɟɝɨ ɚɤɬɭɚɥɶɧɚɹ ɞɢɧɚɦɢɤɚ ɢɧɫɩɢɪɢɪɭɸɬ ɨɫɨɡɧɚɧɢɟ ɯɨ
ɡɹɣɫɬɜɭɸɳɢɦɢ ɫɭɛɴɟɤɬɚɦɢ ɬɨɝɨ ɮɚɤɬɚ ɱɬɨ ɩɨɫɥɟɞɨɜɚɬɟɥɶɧɨɟ
ɜɧɟɞɪɟɧɢɟ ɜ ɤɨɪɩɨɪɚɬɢɜɧɭɸ ɩɪɚɤɬɢɤɭ ɷɥɟɦɟɧɬɨɜ ɧɟɮɢɧɚɧɫɨɜɨɣ
ɨɬɱɟɬɧɨɫɬɢɟɫɬɶɫɩɨɫɨɛɞɨɫɬɢɠɟɧɢɹɫɬɪɚɬɟɝɢɱɟɫɤɢɡɧɚɱɢɦɵɯ ɰɟ
ɥɟɣ
x ɜɨ-ɩɟɪɜɵɯ ɩɨɜɵɲɟɧɢɟ ɭɪɨɜɧɹ ɥɨɹɥɶɧɨɫɬɢ ɰɟɥɟɜɵɯ ɝɪɭɩɩ
ɩɨɬɪɟɛɢɬɟɥɢɫɨɬɪɭɞɧɢɤɢɨɪɝɚɧɢɡɚɰɢɢ
x ɜɨ-ɜɬɨɪɵɯ ɧɚɥɚɠɢɜɚɧɢɟɷɮɮɟɤɬɢɜɧɵɯ ɭɫɬɨɣɱɢɜɵɯɤɨɦɦɭ
ɧɢɤɚɰɢɣ ɫɨ ɜɫɟɦɢ ɭɱɚɫɬɧɢɤɚɦɢ ɪɵɧɤɚ ɤɚɤ ɜ ɤɨɧɬɟɤɫɬɟ
ɜɧɟɲɧɟɣɦɢɤɪɨ-ɬɚɤɢɦɚɤɪɨɫɪɟɞɵɮɚɪɦɚɰɟɜɬɢɱɟɫɤɢɯɩɪɟɞ
ɩɪɢɹɬɢɣ
ɉɪɢɜɟɞɟɦ ɧɟɤɨɬɨɪɵɟ ɫɬɚɬɢɫɬɢɱɟɫɤɢɟ ɞɚɧɧɵɟ ɢ ɪɟɣɬɢɧɝɢ ɜ
ɞɚɧɧɨɦɤɨɧɬɟɤɫɬɟ
ɉɨɞɚɧɧɵɦ ɢɫɫɥɟɞɨɜɚɧɢɹ ɩɨɧɹɬɢɹ ɄɋɈ ɢɭɫɬɨɣɱɢɜɨɝɨɪɚɡ
ɜɢɬɢɹɢɡɚɛɫɬɪɚɤɬɧɨɣɬɟɨɪɢɢɩɪɟɜɪɚɬɢɥɢɫɶɜɩɨɜɫɟɞɧɟɜɧɭɸɩɪɚɤ
ɬɢɤɭ ɞɥɹ ɤɪɭɩɧɵɯ ɪɨɫɫɢɣɫɤɢɯ ɤɨɦɩɚɧɢɣ Ɍɚɤ ɤɨɦɩɚɧɢɣ ɜ
Ɋɨɫɫɢɢɛɨɥɶɲɟɱɟɦɝɞɟ-ɥɢɛɨɜɦɢɪɟɨɬɦɟɬɢɥɢɱɬɨɄɋɈɩɨɦɨɝɚ
ɟɬɜɪɚɫɲɢɪɟɧɢɢɛɢɡɧɟɫɚɧɚɪɚɡɜɢɜɚɸɳɢɯɫɹɪɵɧɤɚɯ
Ȼɨɥɟɟ ɪɨɫɫɢɣɫɤɢɯɪɟɫɩɨɧɞɟɧɬɨɜɝɨɜɨɪɹɬɨɬɨɦɱɬɨɨɫ
ɧɨɜɧɵɦɫɬɢɦɭɥɨɦɞɥɹɭɫɬɨɣɱɢɜɨɝɨɪɚɡɜɢɬɢɹɢɞɟɹɬɟɥɶɧɨɫɬɢɜɨɛ
ɥɚɫɬɢ ɄɋɈ ɹɜɥɹɟɬɫɹ ɭɥɭɱɲɟɧɢɟ ɪɟɩɭɬɚɰɢɢ ɢ ɭɤɪɟɩɥɟɧɢɟ ɛɪɟɧɞɚ
ɤɨɦɩɚɧɢɢ ɄɋɈ ɬɚɤɠɟ ɩɨɜɵɲɚɟɬ ɤɨɧɤɭɪɟɧɬɨɫɩɨɫɨɛɧɨɫɬɶ ɤɨɦɩɚ
ɧɢɢ ɧɚ ɦɟɠɞɭɧɚɪɨɞɧɨɦ ɪɵɧɤɟ – ɨɩɪɨɲɟɧɧɵɯ ɧɚɡɵɜɚɸɬ ɧɟ
ɨɛɯɨɞɢɦɨɫɬɶ ɤɨɧɤɭɪɢɪɨɜɚɬɶ ɜ ɝɥɨɛɚɥɶɧɨɦ ɦɚɫɲɬɚɛɟ ɫɪɟɞɢ ɮɚɤ
ɬɨɪɨɜ ɫɩɨɫɨɛɫɬɜɭɸɳɢɯ ɜɧɟɞɪɟɧɢɸ ɩɨɥɢɬɢɤɢ ɭɫɬɨɣɱɢɜɨɝɨ ɪɚɡ
ɜɢɬɢɹ ɨɛɴɹɫɧɹɸɬ ɫɜɨɢ ɞɟɣɫɬɜɢɹ ɜ ɫɮɟɪɟ ɄɋɈ ɬɪɟɛɨɜɚɧɢɟɦ
ɫɨɫɬɨɪɨɧɵɩɪɚɜɢɬɟɥɶɫɬɜɚɢɪɟɝɭɥɹɬɨɪɨɜ>@
Ⱥɧɚɥɢɡɢɪɭɹ ɪɟɣɬɢɧɝɨɜɵɟ ɩɨɢɡɢɰɢɢ ɨɬɦɟɱɚɟɦɱɬɨ ɥɢɞɟɪɵ
ɨɬɟɱɟɫɬɜɟɧɧɨɝɨ ɮɚɪɦɚɰɟɜɬɢɱɟɫɤɨɝɨ ɪɵɧɤɚ ɨɛɧɚɪɭɠɢɜɚɸɬɫɹ ɞɨ
ɦɢɧɚɧɬɧɵɦɢ ɫɭɛɴɟɤɬɚɦɢ ɜ ɤɨɧɬɟɤɫɬɟ ɪɟɚɥɢɡɚɰɢɢ ɧɢɦɢ ɰɟɥɟɧɚ
ɩɪɚɜɥɟɧɧɨɣɩɨɥɢɬɢɤɢɜɫɮɟɪɟ ɤɨɪɩɨɪɚɬɢɜɧɨɣɫɨɰɢɚɥɶɧɨɣɨɬɜɟɬ
ɫɬɜɟɧɧɨɫɬɢ
ɉɹɬɶ ɩɟɪɜɵɯ ɩɨɡɢɰɢɣ ɜ ɷɬɨɦ ɪɟɣɬɢɧɝɟ – ɩɨ ɪɟɡɭɥɶɬɚɬɚɦ
ɝɨɞɚ – ɜɵɝɥɹɞɹɬ ɫɥɟɞɭɸɳɢɦ ɨɛɪɚɡɨɦ Ʌɢɞɟɪɨɦ ɹɜɥɹɟɬɫɹ
Bayer ɟɝɨɞɨɥɹɪɵɧɤɚ - ɚɫɬɨɢɦɨɫɬɧɨɣɨɛɴɟɦɞɨɫɬɢɝɩɨɤɚ
ɡɚɬɟɥɹ ɜ ɦɥɪɞ ɪɭɛɥɟɣ ɜɬɨɪɨɟ ɦɟɫɬɨ ɡɚɧɢɦɚɟɬ ɥɢɞɟɪ
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