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ȼ -90-ɯ ɝɨɞɚɯ ɞɜɚɞɰɚɬɨɝɨ ɜɟɤɚ ɜ ɧɚɭɱɧɵɣ ɨɛɨɪɨɬ ɛɵɥɨ
ɜɜɟɞɟɧɨɩɨɧɹɬɢɟ ɧɚɰɢɨɧɚɥɶɧɵɯ ɢɧɧɨɜɚɰɢɨɧɧɵɯ ɫɢɫɬɟɦɤɨɬɨɪɵɟ
ɪɚɫɫɦɚɬɪɢɜɚɥɢɫɶ ɤɚɤ ɫɨɜɨɤɭɩɧɨɫɬɶ ɪɚɡɧɨɨɛɪɚɡɧɵɯ ɧɚɭɱɧɨɢɫɫɥɟɞɨɜɚɬɟɥɶɫɤɢɯ ɢɧɫɬɢɬɭɬɨɜ ɧɚɭɱɧɨ-ɩɪɨɢɡɜɨɞɫɬɜɟɧɧɵɯ ɤɨɦ
ɩɥɟɤɫɨɜ ɢ ɨɛɴɟɞɢɧɟɧɢɣ ɧɚɭɱɧɨ-ɢɫɫɥɟɞɨɜɚɬɟɥɶɫɤɢɯ ɢ ɨɩɵɬɧɨɤɨɧɫɬɪɭɤɬɨɪɫɤɢɯ ɭɱɪɟɠɞɟɧɢɣ ɧɚɭɱɧɨ-ɩɪɨɟɤɬɧɵɯ ɢɧɫɬɢɬɭɬɨɜ ɢ
ɞɪɭɝɢɯɨɪɝɚɧɢɡɚɰɢɣɞɟɹɬɟɥɶɧɨɫɬɶɤɨɬɨɪɵɯ ɧɚɩɪɚɜɥɟɧɚɧɚɩɪɨɢɡ
ɜɨɞɫɬɜɨ ɦɨɞɢɮɢɤɚɰɢɸ ɪɚɫɩɪɨɫɬɪɚɧɟɧɢɟ ɢ ɢɫɩɨɥɶɡɨɜɚɧɢɟ ɧɨ
ɜɟɣɲɢɯɞɨɫɬɢɠɟɧɢɣɇɌɉɬɟɯɧɢɤɢɢɬɟɯɧɨɥɨɝɢɣ
Ʉɨɧɰɟɩɰɢɢ ɫɨɡɞɚɧɢɹ ɢɧɧɨɜɚɰɢɨɧɧɵɯ ɫɢɫɬɟɦ ɧɚ ɧɚɰɢɨɧɚɥɶ
ɧɨɦ ɭɪɨɜɧɟ ɩɨɥɭɱɢɥɢ ɲɢɪɨɤɨɟ ɪɚɫɩɪɨɫɬɪɚɧɟɧɢɟ ɜ ɪɚɡɥɢɱɧɵɯ
ɫɬɪɚɧɚɯ ɦɢɪɚ ȿɜɪɨɩɵ Ⱥɦɟɪɢɤɢ ɸɝɨ-ɜɨɫɬɨɱɧɨɣ Ⱥɡɢɢ Ɍɚɤɢɟ
ɤɨɧɰɟɩɰɢɢ ɪɟɚɥɢɡɨɜɚɥɢɫɶ ɩɨɫɪɟɞɫɬɜɨɦ ɫɨɡɞɚɧɢɹ ɧɚɭɤɨɝɪɚɞɨɜ
ɬɟɯɧɨɩɚɪɤɨɜɢɧɤɭɛɚɬɨɪɨɜɬɟɯɧɨɩɨɥɢɫɨɜɜɟɧɱɭɪɧɵɯɤɨɦɩɚɧɢɣɢ
ɞɪɭɝɢɯɮɨɪɦ>2@.
Ƚɥɚɜɧɚɹ ɰɟɥɶ ɩɨɞɨɛɧɵɯ ɢɧɬɟɝɪɢɪɨɜɚɧɧɵɯ ɮɨɪɦɢɪɨɜɚɧɢɣ
ɫɨɫɬɨɹɥɚ ɜ ɨɛɟɫɩɟɱɟɧɢɢ ɜɧɟɞɪɟɧɢɹ ɩɟɪɟɞɨɜɵɯ ɞɨɫɬɢɠɟɧɢɣ ɇɌɉ
ɜɨ ɜɫɟ ɫɮɟɪɵ ɢ ɨɬɪɚɫɥɢ ɧɚɪɨɞɧɨɝɨ ɯɨɡɹɣɫɬɜɚ ɚ ɬɚɤɠɟ ɩɪɢɜɥɟɱɟ
ɧɢɟ ɪɚɡɥɢɱɧɵɯ ɢɧɜɟɫɬɨɪɨɜ ɜ ɱɚɫɬɧɨɫɬɢ ɛɢɡɧɟɫ-ɚɧɝɟɥɨɜ >1, 231-
237@.
ȼ ɋɒȺ ɢ ɟɜɪɨɩɟɣɫɤɢɯ ɫɬɪɚɧɚɯ ɬɟɯɧɨɩɚɪɤɢ ɢ ɧɚɭɱɧɨɩɪɨɢɡɜɨɞɫɬɜɟɧɧɵɟ ɤɨɦɩɥɟɤɫɵ ɮɨɪɦɢɪɨɜɚɥɢɫɶ ɧɚ ɛɚɡɟ ɩɪɨɞɜɢɧɭ
ɬɵɯ ɍɧɢɜɟɪɫɢɬɟɬɨɜ ɢ ɤɨɥɥɟɞɠɟɣ ȼ ɨɬɥɢɱɢɟ ɨɬ ɷɬɨɣ ɦɨɞɟɥɢ ɜ
əɩɨɧɢɢ ɬɟɯɧɨɩɨɥɢɫɵ ɡɚɞɭɦɵɜɚɥɢɫɶ ɜ ɮɨɪɦɟ ɤɨɦɩɥɟɤɫɧɵɯ ɢ
ɦɧɨɝɨɰɟɥɟɜɵɯ ɢɧɧɨɜɚɰɢɨɧɧɵɯ ɫɢɫɬɟɦ Ɍɟɯɧɨɩɨɥɢɫɵ əɩɨɧɢɢ ɛɵ
ɥɢ ɡɚɞɭɦɚɧɵ ɤɚɤ ɦɧɨɝɨɰɟɥɟɜɵɟ ɢ ɤɨɦɩɥɟɤɫɧɵɟ ɢɧɧɨɜɚɰɢɨɧɧɵɟ
ɫɢɫɬɟɦɵ ɱɬɨ ɨɬɥɢɱɚɥɨ ɢɯ ɨɬ ɫɨɡɞɚɜɚɟɦɵɯ ɬɟɯɧɨɩɚɪɤɨɜ ɜ ɋɒȺ ɢ
ȿɜɪɨɩɟ
Ɋɚɡɧɨɨɛɪɚɡɢɟ ɧɚɰɢɨɧɚɥɶɧɵɯ ɢɧɧɨɜɚɰɢɨɧɧɵɯ ɫɢɫɬɟɦ ɩɨɥɭ
ɱɢɥɨɢɜɞɪɭɝɢɯɫɬɪɚɧɚɯɦɢɪɚ
ɋɟɝɨɞɧɹ ɩɨɞ ɧɚɰɢɨɧɚɥɶɧɵɦɢ ɢɧɧɨɜɚɰɢɨɧɧɵɦɢ ɫɢɫɬɟɦɚɦɢ
ɨɛɵɱɧɨ ɩɨɞɪɚɡɭɦɟɜɚɸɬɫɹ ɤɨɦɩɥɟɤɫɵ ɢɧɫɬɢɬɭɬɨɜ ɢ ɧɚɭɱɧɨɩɪɨɢɡɜɨɞɫɬɜɟɧɧɵɯ ɨɪɝɚɧɢɡɚɰɢɣ ɰɟɥɶɸ ɤɨɬɨɪɵɯ ɹɜɥɹɥɨɫɶ ɫɨɜɦɟ
ɫɬɧɨɟɢ ɢɧɞɢɜɢɞɭɚɥɶɧɨɟ ɪɟɲɟɧɢɟɩɪɨɛɥɟɦ ɩɨ ɪɚɡɪɚɛɨɬɤɟ ɪɚɡɜɢ
ɬɢɸ ɪɚɫɩɪɨɫɬɪɚɧɟɧɢɸ ɞɨɫɬɢɠɟɧɢɣ ɧɚɭɱɧɨ-ɬɟɯɧɢɱɟɫɤɨɝɨ ɩɪɨ
ɝɪɟɫɫɚ ɧɨɜɨɣ ɩɟɪɟɞɨɜɨɣ ɬɟɯɧɢɤɢ ɢ ɬɟɯɧɨɥɨɝɢɣ ɉɪɢ ɷɬɨɦ ɨɞɧɨɣ
ɢɡɝɥɚɜɧɵɯɡɚɞɚɱɩɨɞɨɛɧɵɯɫɢɫɬɟɦɹɜɥɹɟɬɫɹɨɛɟɫɩɟɱɟɧɢɟɬɟɫɧɨɝɨ
81
ɜɡɚɢɦɨɞɟɣɫɬɜɢɹɫ ɩɪɚɜɢɬɟɥɶɫɬɜɚɦɢɜ ɰɟɥɹɯ ɮɨɪɦɢɪɨɜɚɧɢɹɢ ɪɟɚ
ɥɢɡɚɰɢɢ ɧɚɭɱɧɨ-ɬɟɯɧɨɥɨɝɢɱɟɫɤɨɣ ɩɨɥɢɬɢɤɢ ɩɨ ɨɛɟɫɩɟɱɟɧɢɸ
ɜɥɢɹɧɢɹ ɝɨɫɭɞɚɪɫɬɜɚ ɧɚ ɚɤɬɢɜɢɡɚɰɢɸ ɢ ɩɨɜɵɲɟɧɢɟ ɷɮɮɟɤɬɢɜɧɨ
ɫɬɢɢɧɧɨɜɚɰɢɨɧɧɵɯɩɪɨɰɟɫɫɨɜ ɉɨ ɫɭɬɢɞɟɥɚɬɚɤɢɟ ɫɢɫɬɟɦɵɩɪɢ
ɡɜɚɧɵɨɛɟɫɩɟɱɢɜɚɬɶ ɬɟɫɧɭɸɢɢɧɬɟɧɫɢɜɧɭɸ ɜɡɚɢɦɨɫɜɹɡɶɜɡɚɢɦɨ
ɞɟɣɫɬɜɢɟɪɚɡɥɢɱɧɵɯɢɧɫɬɢɬɭɬɨɜɢɧɚɭɱɧɨ-ɩɪɨɢɡɜɨɞɫɬɜɟɧɧɵɯɨɛɴ
ɟɞɢɧɟɧɢɣ ɨɛɟɫɩɟɱɢɜɚɹ ɬɟɦ ɫɚɦɵɦ ɰɟɥɨɫɬɧɨɫɬɶ ɢ ɧɟɩɪɟɪɵɜɧɨɫɬɶ
ɩɪɨɰɟɫɫɚɩɨɫɨɡɞɚɧɢɸɯɪɚɧɟɧɢɸɚɬɚɤɠɟɛɟɫɩɟɪɟɛɨɣɧɨɣɩɟɪɟɞɚ
ɱɢɧɚɭɱɧɨ-ɬɟɯɧɢɱɟɫɤɨɣ ɢɧɮɨɪɦɚɰɢɢ ɪɚɡɥɢɱɧɵɯ ɡɧɚɧɢɣ ɢɬɟɯɧɨ
ɥɨɝɢɣ
ȼ ɫɨɜɪɟɦɟɧɧɨɣ ɨɬɟɱɟɫɬɜɟɧɧɨɣ ɧɚɭɱɧɨɣ ɤɨɧɰɟɩɰɢɢ ɢɧɧɨɜɚ
ɰɢɨɧɧɭɸ ɫɢɫɬɟɦɭ ɪɚɫɫɦɚɬɪɢɜɚɸɬ ɤɚɤ ɫɢɫɬɟɦɭ ©ɫɟɬɟɜɨɝɨɜɡɚɢɦɨ
ɞɟɣɫɬɜɢɹɫɨɰɢɚɥɶɧɵɯ ɢɧɫɬɢɬɭɬɨɜ ɢɱɚɫɬɧɵɯ ɥɢɰɫ ɰɟɥɶɸɝɟɧɟɪɚ
ɰɢɢɢ ɩɨɫɥɟɞɭɸɳɟɝɨɜɧɟɞɪɟɧɢɹ ɜɩɨɜɫɟɞɧɟɜɧɵɟ ɩɪɚɤɬɢɤɢ ɧɨɜɵɯ
ɡɧɚɧɢɣɢɧɧɨɜɚɰɢɣª >4@.
ɐɟɥɶ ɧɚɰɢɨɧɚɥɶɧɨɣ ɢɧɧɨɜɚɰɢɨɧɧɨɣ ɫɢɫɬɟɦɵ – ɮɨɪɦɢɪɨɜɚ
ɧɢɟ ɭɫɥɨɜɢɣ ɢ ɮɚɤɬɨɪɨɜ ɧɟɨɛɯɨɞɢɦɵɯ ɞɥɹ ɨɛɟɫɩɟɱɟɧɢɹ ɷɮɮɟɤ
ɬɢɜɧɨɝɨ ɫɨɰɢɚɥɶɧɨ-ɷɤɨɧɨɦɢɱɟɫɤɨɝɨ ɪɚɡɜɢɬɢɹ ɧɚɪɨɞɧɨɝɨ ɯɨɡɹɣɫɬ
ɜɚ ɫɬɪɚɧɵ ɧɚ ɨɫɧɨɜɟ ɜɧɟɞɪɟɧɢɹ ɧɨɜɟɣɲɢɯ ɞɨɫɬɢɠɟɧɢɣ ɧɚɭɱɧɨɬɟɯɧɢɱɟɫɤɨɝɨɩɪɨɝɪɟɫɫɚ
ȼ ɧɚɫɬɨɹɳɟɟ ɜɪɟɦɹ ɜ ɦɢɪɟ ɫɭɳɟɫɬɜɭɸɬ ɪɚɡɥɢɱɧɵɟ ɤɨɧɰɟɩ
ɰɢɢ ɢɟɪɚɪɯɢɱɟɫɤɢɯ ɭɪɨɜɧɟɣ ɧɚɰɢɨɧɚɥɶɧɵɯ ɢɧɧɨɜɚɰɢɨɧɧɵɯ ɫɢɫ
ɬɟɦɢɢɯɦɟɫɬɨɜɦɢɪɨɜɨɣɢɧɧɨɜɚɰɢɨɧɧɨɣɫɢɫɬɟɦɟ
ɂɡɭɱɟɧɢɟɧɚɭɱɧɨɣɥɢɬɟɪɚɬɭɪɵɢɧɚɲɢɬɟɨɪɟɬɢɱɟɫɤɢɟɢɫɫɥɟ
ɞɨɜɚɧɢɹ ɩɨɤɚɡɚɥɢ ɱɬɨ ɜ ɫɨɜɪɟɦɟɧɧɵɯ ɭɫɥɨɜɢɹɯ ɜ ɝɥɨɛɚɥɢɡɢɪɨ
ɜɚɧɧɨɣɦɟɠɝɨɫɭɞɚɪɫɬɜɟɧɧɨɣ ɢɧɧɨɜɚɰɢɨɧɧɨɣ ɫɢɫɬɟɦɟ ɦɨɝɭɬ ɛɵɬɶ
ɜɵɞɟɥɟɧɵɫɥɟɞɭɸɳɢɟɢɟɪɚɪɯɢɱɟɫɤɢɟɭɪɨɜɧɢ
- ɦɢɪɨɜɨɣ ɭɪɨɜɟɧɶ ɰɟɥɶɸ ɤɨɬɨɪɨɝɨ ɹɜɥɹɟɬɫɹ ɪɚɡɪɚɛɨɬɤɚ ɢ
ɪɚɫɩɪɨɫɬɪɚɧɟɧɢɟ ɧɨɜɟɣɲɢɯ ɧɚɭɱɧɨ-ɬɟɯɧɢɱɟɫɤɢɯ ɡɧɚɧɢɣ ɧɚ ɭɪɨɜ
ɧɟɝɥɨɛɚɥɢɡɢɪɨɜɚɧɧɵɯɫɟɬɟɣ
- ɦɟɠɝɨɫɭɞɚɪɫɬɜɟɧɧɵɣɭɪɨɜɟɧɶ– ɰɟɥɶɫɨɡɞɚɧɢɟ ɢɨɫɭɳɟɫɬɜ
ɥɟɧɢɟ ɢɧɧɨɜɚɰɢɨɧɧɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ ɩɨɫɪɟɞɫɬɜɨɦ ɦɟɠɝɨɫɭɞɚɪɫɬ
ɜɟɧɧɵɯɧɚɭɱɧɨ-ɩɪɨɢɡɜɨɞɫɬɜɟɧɧɵɯɤɨɪɩɨɪɚɰɢɣ
- ɧɚɰɢɨɧɚɥɶɧɵɣɭɪɨɜɟɧɶ– ɢɧɧɨɜɚɰɢɨɧɧɚɹɫɢɫɬɟɦɚ ɨɫɭɳɟɫɬ
ɜɥɹɟɬ ɧɚɭɱɧɨ-ɬɟɯɧɢɱɟɫɤɭɸ ɞɟɹɬɟɥɶɧɨɫɬɶ ɜ ɧɚɰɢɨɧɚɥɶɧɵɯ ɝɨɫɭ
ɞɚɪɫɬɜɟɧɧɵɯɝɪɚɧɢɰɚɯ
- ɪɟɝɢɨɧɚɥɶɧɵɣ ɭɪɨɜɟɧɶ ɩɪɟɞɫɬɚɜɥɟɧɜɧɭɬɪɢɪɟɝɢɨɧɚɥɶɧɵɦɢ
ɢɧɧɨɜɚɰɢɨɧɧɵɦɢ ɫɢɫɬɟɦɚɦɢ ɜ ɬɟɫɧɨɣ ɢɧɬɟɝɪɚɰɢɢ ɫ ɨɛɴɟɞɢɧɟ
82
ɧɢɹɦɢɧɚɭɱɧɵɯɢɧɚɭɱɧɨ-ɩɪɨɢɡɜɨɞɫɬɜɟɧɧɵɯ ɨɪɝɚɧɢɡɚɰɢɣ ɢ ɩɪɟɞ
ɩɪɢɹɬɢɣɢɤɨɪɩɨɪɚɬɢɜɧɵɯɫɬɪɭɤɬɭɪ
- ɦɭɧɢɰɢɩɚɥɶɧɵɣ ɭɪɨɜɟɧɶ ɢɧɧɨɜɚɰɢɨɧɧɵɯ ɫɢɫɬɟɦ ɩɪɢɡɜɚɧ
ɨɛɟɫɩɟɱɢɬɶ ɫɨɡɞɚɧɢɟ ɧɟɨɛɯɨɞɢɦɵɯ ɭɫɥɨɜɢɣ ɢ ɮɚɤɬɨɪɨɜ ɞɥɹ ɜɧɟ
ɞɪɟɧɢɹɢɧɧɨɜɚɰɢɨɧɧɨɣ ɬɟɯɧɢɤɢ ɢ ɬɟɯɧɨɥɨɝɢɣ ɧɚ ɨɛɴɟɤɬɚɯ ɦɭɧɢ
ɰɢɩɚɥɶɧɨɣɫɨɛɫɬɜɟɧɧɨɫɬɢɜɰɟɥɹɯɪɟɲɟɧɢɹɜɨɩɪɨɫɨɜɩɨɜɵɲɟɧɢɹ
ɭɪɨɜɧɹɢɤɚɱɟɫɬɜɚɠɢɡɧɢɧɚɫɟɥɟɧɢɹɦɟɞɢɰɢɧɚɨɛɪɚɡɨɜɚɧɢɟɫɮɟ
ɪɚɨɛɫɥɭɠɢɜɚɧɢɹɬɨɪɝɨɜɥɹɢɞɪ
Cɩɢɫɨɤ ɥɢɬɟɪɚɬɭɪɵ
1. Stepanov A.A., Veselovsky M.Y. BUSINESS ANGEL
INVESTMENT IN RUSSIA: PROBLEMS AND PROSPECTS//
International Journal of Economics and Financial Issues. 2015. Ɍ. 5.
ʋ S. ɋ. 231-237
2. ɋɬɟɩɚɧɨɜ ȺȺ Ɂɨɥɨɬɚɪɟɜɚ ȺɎ ɂɧɧɨɜɚɰɢɨɧɧɵɟ
ɫɢɫɬɟɦɵ ɝɟɧɟɡɢɫ ɢ ɷɜɨɥɸɰɢɹ ɜɡɝɥɹɞɨɜɍɩɪɚɜɥɟɧɢɟ
ɷɤɨɧɨɦɢɱɟɫɤɢɦɢɫɢɫɬɟɦɚɦɢɗɥɟɤɬɪɨɧɧɵɣ ɧɚɭɱɧɵɣ ɠɭɪɧɚɥ (78)
ɍɗɤɋ5.
3. ɋɚɜɢɧɚɆȼ ɋɬɟɩɚɧɨɜɂȺɋɬɟɩɚɧɨɜȺȺȺɤɬɭɚɥɶɧɵɟ
ɜɨɩɪɨɫɵ ɢ ɨɫɨɛɟɧɧɨɫɬɢ ɩɨɞɝɨɬɨɜɤɢ ɦɟɧɟɞɠɟɪɨɜ ɞɥɹ
ɢɧɧɨɜɚɰɢɨɧɧɨɣ ɷɤɨɧɨɦɢɤɢ//ɍɩɪɚɜɥɟɧɢɟ ɷɤɨɧɨɦɢɱɟɫɤɢɦɢ
ɫɢɫɬɟɦɚɦɢ ɗɥɟɤɬɪɨɧɧɵɣ ɧɚɭɱɧɵɣ ɠɭɪɧɚɥ ɍɗɤɋ .
Ⱦɚɬɚɩɭɛɥɢɤɚɰɢɢ-ɩɥ
4. Ɉɮɢɰɢɚɥɶɧɵɣ ɫɚɣɬ ɢɧɫɬɢɬɭɬɚ ɪɟɝɢɨɧɚɥɶɧɵɯ
ɢɧɧɨɜɚɰɢɨɧɧɵɯ ɫɢɫɬɟɦ Ɋɟɠɢɦ ɞɨɫɬɭɩɚ
KWWSZZZLQQRV\VVSEUX"LG ɞɚɬɚɨɛɪɚɳɟɧɢɹ
83
Ɍɢɯɨɧɟɧɤɨ ȼɥɚɞɢɦɢɪ ɋɟɪɝɟɟɜɢɱ
ɦɚɝɢɫɬɪɚɧɬ 2 ɤɭɪɫɚ ɧɚɩɪɚɜɥɟɧɢɹ «Ɇɟɧɟɞɠɦɟɧɬ»
ɇɚɭɱɧɵɣ ɪɭɤɨɜɨɞɢɬɟɥɶ
ɂɡɦɚɣɥɨɜɚ Ɇɚɪɢɧɚ Ⱥɥɟɤɫɟɟɜɧɚ ɞɷɧ ɞɨɰɟɧɬ
Ɏɢɧɚɧɫɨɜɵɣ ɭɧɢɜɟɪɫɢɬɟɬ ɩɪɢ ɉɪɚɜɢɬɟɥɶɫɬɜɟ Ɋɨɫɫɢɣɫɤɨɣ
Ɏɟɞɟɪɚɰɢɢ
ɄɈɊɉɈɊȺɌɂȼɇȺə ɋɈɐɂȺɅɖɇȺə ɈɌȼȿɌɋɌȼȿɇɇɈɋɌɖ
ɊɈɋɋɂɃɋɄɂɏ ȻȺɇɄɈȼ
Ⱥɧɧɨɬɚɰɢɹ ȼ ɫɬɚɬɶɟ ɩɪɨɜɨɞɢɬɫɹ ɚɧɚɥɢɡ ɤɨɪɩɨɪɚɬɢɜɧɨɣ ɫɨ
ɰɢɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ ɪɨɫɫɢɣɫɤɢɯ ɤɨɦɩɚɧɢɣ ɧɚ ɩɪɢɦɟɪɟ ɮɢ
ɧɚɧɫɨɜɵɯ ɢɧɫɬɢɬɭɬɨɜ Ɉɩɪɟɞɟɥɟɧɵ ɨɫɧɨɜɧɵɟ ɧɚɩɪɚɜɥɟɧɢɹ ɤɨɪɩɨ
ɪɚɬɢɜɧɨɣ ɫɨɰɢɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ ɜ Ɋɨɫɫɢɢ ɉɪɟɞɫɬɚɜɥɟɧɵ
ɪɟɡɭɥɶɬɚɬɵ ɫɪɚɜɧɢɬɟɥɶɧɨɝɨ ɚɧɚɥɢɡɚ ɫɨɰɢɚɥɶɧɵɯ ɩɪɨɝɪɚɦɦ ɪɟɚ
ɥɢɡɭɟɦɵɯ ɉȺɈ «ɋɛɟɪɛɚɧɤ» ɢ ɉȺɈ «Ⱥɥɶɮɚ-Ȼɚɧɤ». Ⱦɟɥɚɟɬɫɹ ɜɵ
ɜɨɞ ɨ ɜɵɫɨɤɨɦ ɭɪɨɜɧɟ ɫɨɰɢɚɥɶɧɨɣ ɚɤɬɢɜɧɨɫɬɢ ɚɧɚɥɢɡɢɪɭɟɦɵɯ
ɛɚɧɤɨɜ
Ʉɥɸɱɟɜɵɟ ɫɥɨɜɚ ɤɨɪɩɨɪɚɬɢɜɧɚɹ ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬɜɟɧ
ɧɨɫɬɶ ɪɨɫɫɢɣɫɤɚɹ ɫɩɟɰɢɮɢɤɚ ɤɨɪɩɨɪɚɬɢɜɧɨɣ ɫɨɰɢɚɥɶɧɨɣ ɨɬɜɟɬ
ɫɬɜɟɧɧɨɫɬɢ ɫɨɰɢɚɥɶɧɚɹ ɚɤɬɢɜɧɨɫɬɶ ɫɨɰɢɚɥɶɧɵɟ ɩɪɨɝɪɚɦɦɵ
Tikhonenko Vladimir Sergeevich
CORPORATE SOCIAL
RESPONSIBILITY ɈF RUSSIAN BANKS
Graduate student of 2 course «Management»
Scientific adviser:
Marina Izmailova, Doctor of Economics, Associate Professor,
Financial University under the Government of the Russian Federation
Abstract: The article analyzes corporate social responsibility of
Russian companies on the example of financial institutions. The main
directions of corporate social responsibility in Russia are determined.
Presented results of a comparative analysis of social programs implemented by PAO «Sberbank» and PAO «Alfa-Bank». The conclusion
is made about the high level of social activity of the analyzed banks.
84
Keywords: corporate social responsibility, social activity, social
programs.
ȼ ɫɨɜɪɟɦɟɧɧɨɦ ɦɢɪɟ ɤɨɪɩɨɪɚɬɢɜɧɚɹ ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬ
ɜɟɧɧɨɫɬɶ ɢɝɪɚɟɬ ɜɚɠɧɭɸ ɪɨɥɶ ɜ ɠɢɡɧɢ ɤɨɦɩɚɧɢɣ ɇɚ ɧɟɟ ɨɛɪɚɳɚ
ɸɬ ɜɧɢɦɚɧɢɟ ɤɚɤ ɢ ɩɪɨɫɬɵɟ ɥɸɞɢ ɬɚɤ ɢ ɢɧɜɟɫɬɨɪɵ ɤɨɬɨɪɵɟ ɝɨ
ɬɨɜɵ ɜɥɨɠɢɬɶ ɫɜɨɢ ɫɪɟɞɫɬɜɚ Ɉɞɧɚɤɨ ɢɫɫɥɟɞɨɜɚɧɢɣ ɨ ɤɨɪɩɨɪɚ
ɬɢɜɧɨɣ ɫɨɰɢɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ ɜ ɮɢɧɚɧɫɨɜɵɯ ɤɨɦɩɚɧɢɹɯ ɜ
ɱɚɫɬɧɨɫɬɢ ɛɚɧɤɚɯ ɧɟ ɨɱɟɧɶ ɦɧɨɝɨ ȼ ɞɚɧɧɨɣ ɫɬɚɬɶɟ ɛɭɞɟɬ ɪɚɫ
ɫɦɨɬɪɟɧɚ ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɨɞɧɨɝɨ ɢɡ ɤɪɭɩɧɟɣɲɢɯ
ɛɚɧɤɨɜ Ɋɨɫɫɢɢ - ɉȺɈ «ɋɛɟɪɛɚɧɤ», ɢ ɩɪɨɜɟɞɟɧ ɟɟ ɫɪɚɜɧɢɬɟɥɶɧɵɣ
ɚɧɚɥɢɡ ɫ ɉȺɈ «Ⱥɥɶɮɚ-Ȼɚɧɤ».
Ɍɟɪɦɢɧ «ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɛɢɡɧɟɫɚ» ɛɟɪɟɬ ɫɜɨɟ
ɧɚɱɚɥɨ ɜ ɧɚɭɱɧɵɯ ɪɚɛɨɬɚɯ Ɇɢɥɬɨɧɚ Ɏɪɢɞɦɚɧɚ ɤɨɬɨɪɵɣ ɨɩɪɟɞɟ
ɥɹɥ ɟɟ ɫɨɜɟɪɲɟɧɧɨ ɢɧɚɱɟ ɩɨ ɫɪɚɜɧɟɧɢɸ ɫ ɫɨɜɪɟɦɟɧɧɨɣ ɬɪɚɤɬɨɜ
ɤɨɣ ɞɚɧɧɨɝɨ ɮɟɧɨɦɟɧɚ [5]. Ɋɟɫɭɪɫ «ɂɧɜɟɫɬɨɩɟɞɢɹ» ɨɩɪɟɞɟɥɹɟɬ
ɫɨɰɢɚɥɶɧɭɸ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɤɚɤ «ɢɧɢɰɢɚɬɢɜɭ ɤɨɪɩɨɪɚɰɢɢ ɩɪɢ
ɤɨɬɨɪɨɣ ɨɧɚ ɛɟɪɟɬ ɧɚ ɫɟɛɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɡɚ ɜɨɡɞɟɣɫɬɜɢɟ ɧɚ ɨɤ
ɪɭɠɚɸɳɭɸ ɫɪɟɞɭ ɢ ɛɥɚɝɨɫɨɫɬɨɹɧɢɟ ɥɸɞɟɣ» [6]. Ⱦɚɧɧɨɟ ɨɩɪɟɞɟ
ɥɟɧɢɟ ɫɨɨɬɜɟɬɫɬɜɭɟɬ ɛɨɥɟɟ ɫɨɜɪɟɦɟɧɧɨɦɭ ɩɨɧɢɦɚɧɢɸ ɫɨɰɢɚɥɶɧɨɣ
ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ ɛɢɡɧɟɫɚ ȼ ɫɜɹɡɢ ɫ ɷɬɢɦ ɩɪɟɞɫɬɚɜɥɹɟɬɫɹ ɜɚɠɧɵɦ
ɪɚɫɫɦɨɬɪɟɬɶ ɢɦɟɸɳɢɟɫɹ ɧɚ ɞɚɧɧɵɣ ɦɨɦɟɧɬ ɜɪɟɦɟɧɢ ɢɫɫɥɟɞɨɜɚ
ɧɢɹ ɜ ɤɨɬɨɪɵɯ ɩɪɨɜɟɞɟɧ ɚɧɚɥɢɡ ɫɭɳɟɫɬɜɭɸɳɟɝɨ ɨɩɵɬɚ ɫɨɰɢɚɥɶ
ɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ ɤɨɦɩɚɧɢɣ ɜ Ɋɨɫɫɢɢ
ɇɟɦɚɥɨɜɚɠɧɵɦ ɮɚɤɬɨɦ ɤɨɬɨɪɵɣ ɧɟɨɛɯɨɞɢɦɨ ɨɬɦɟɬɢɬɶ ɹɜ
ɥɹɟɬɫɹ ɬɨ ɱɬɨ ɫɨɰɢɚɥɶɧɚɹ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɶ ɮɢɪɦ ɧɨɫɢɬ ɞɨɛɪɨ
ɜɨɥɶɧɵɣ ɯɚɪɚɤɬɟɪ ɢ ɡɚɱɚɫɬɭɸ ɹɜɥɹɟɬɫɹ ɨɞɧɨɫɬɨɪɨɧɧɟɣ ɚɤɰɢɟɣ ȿɟ
ɦɨɠɧɨ ɪɚɫɫɦɚɬɪɢɜɚɬɶ ɤɚɤ ɩɪɨɹɜɥɟɧɢɟ ɫɨɰɢɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨ
ɫɬɢ ɧɟɤɨɬɨɪɵɯ ɤɪɭɩɧɵɯ ɤɨɦɩɚɧɢɣ ɤɨɬɨɪɵɟ ɪɚɛɨɬɚɸɬ ɩɨ ɨɛɪɚɡɰɭ
ɡɚɩɚɞɧɵɯ ɤɨɦɩɚɧɢɣ ɢɥɢ ɠɟ ɹɜɥɹɸɬɫɹ ɡɚɩɚɞɧɵɦɢ ɢɥɢ ɟɜɪɨɩɟɣ
ɫɤɢɦɢ ɤɨɦɩɚɧɢɹɦɢ [4].
ȼ ɫɜɨɢɯ ɢɫɫɥɟɞɨɜɚɧɢɹɯ ȺȾ Ɂɚɪɟɰɤɢɣ ɢ Ɍȿ ɂɜɚɧɨɜɚ ɩɢɲɭɬ
ɨ ɬɨɦ ɱɬɨ ɜ ɫɨɜɪɟɦɟɧɧɨɣ Ɋɨɫɫɢɢ ɦɨɠɧɨ ɩɨɫɬɪɨɢɬɶ ɩɪɢɦɟɪɧɵɣ
ɪɚɧɠɢɪɨɜɚɧɧɵɣ ɫɩɢɫɨɤ ɩɪɢɨɪɢɬɟɬɨɜ ɮɢɪɦ ɜ ɨɛɥɚɫɬɢ ɢɯ ɫɨɰɢɚɥɶ
ɧɨɣ ɚɤɬɢɜɧɨɫɬɢ ɋɩɢɫɨɤ ɜɵɝɥɹɞɢɬ ɫɥɟɞɭɸɳɢɦ ɨɛɪɚɡɨɦ [1]:
85
ɧɚ ɩɟɪɜɨɦ ɦɟɫɬɟ ɫɬɨɢɬ ɩɨɦɨɳɶ ɞɟɬɹɦ ɜ ɪɚɡɥɢɱɧɵɯ ɟɟ
ವ
ɩɪɨɹɜɥɟɧɢɹɯ – ɨɧɚ ɜɤɥɸɱɚɟɬ ɜ ɫɟɛɹ ɢ ɩɨɦɨɳɶ ɞɟɬɫɤɢɦ ɞɨɦɚɦ
ɢ ɨɩɥɚɬɭ ɞɨɪɨɝɨɫɬɨɹɳɢɯ ɨɩɟɪɚɰɢɣ ɢ ɬɞ
ɧɚ ɜɬɨɪɨɦ ɦɟɫɬɟ – ɩɨɞɞɟɪɠɤɚ ɨɛɪɚɡɨɜɚɧɢɹ ɢ ɫɩɨɪɬɢɜ
ವ
ɧɵɯ ɫɟɤɰɢɣ
ɧɚ ɬɪɟɬɶɟɦ ɦɟɫɬɟ ɢɞɟɬ ɩɨɞɞɟɪɠɤɚ ɤɭɥɶɬɭɪɵ ɫɩɨɧɫɢɪɨ
ವ
ɜɚɧɢɟ ɦɭɡɟɟɜ ɜ ɜɢɞɟ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɵɯ ɚɤɰɢɣ
ɧɚ ɱɟɬɜɟɪɬɨɦ ɢ ɩɹɬɨɦ ɦɟɫɬɚɯ ɪɚɫɩɨɥɨɠɢɥɢɫɶ ɫɨɨɬɜɟɬ
ವ
ɫɬɜɟɧɧɨ ɩɨɞɞɟɪɠɤɚ ɪɟɥɢɝɢɨɡɧɵɯ ɨɪɝɚɧɢɡɚɰɢɣ ɢ ɩɨɞɞɟɪɠɤɚ
ɡɞɪɚɜɨɨɯɪɚɧɟɧɢɹ
ɜ ɤɨɧɰɟ ɫɩɢɫɤɚ – ɩɨɞɞɟɪɠɤɚ ɧɚɭɤɢ ɫɨɯɪɚɧɟɧɢɟ ɢɫɬɨɪɢ
ವ
ɱɟɫɤɢɯ ɩɚɦɹɬɧɢɤɨɜ ɢ ɩɨɦɨɳɶ ɠɟɪɬɜɚɦ ɪɚɡɥɢɱɧɵɯ ɱɪɟɡɜɵɱɚɣ
ɧɵɯ ɫɢɬɭɚɰɢɣ
Ɍɚɤɢɦ ɨɛɪɚɡɨɦ ɦɨɠɧɨ ɡɚɤɥɸɱɢɬɶ ɱɬɨ ɜ Ɋɨɫɫɢɢ ɛɨɥɶɲɟɣ
ɩɨɩɭɥɹɪɧɨɫɬɶɸ ɩɨɥɶɡɭɟɬɫɹ «ɨɛɵɱɧɚɹ» ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɨɫɬɶ
Ⱦɥɹ ɩɨɞɬɜɟɪɠɞɟɧɢɹ ɢɥɢ ɨɩɪɨɜɟɪɠɟɧɢɹ ɞɚɧɧɨɝɨ ɭɬɜɟɪɠɞɟɧɢɹ
ɩɪɢɦɟɧɢɬɟɥɶɧɨ ɤ ɮɢɧɚɧɫɨɜɵɦ ɢɧɫɬɢɬɭɬɚɦ ɩɪɨɜɟɞɟɦ ɚɧɚɥɢɡ ɫɨɰɢ
ɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ ɉȺɈ «ɋɛɟɪɛɚɧɤ». ɂɫɬɨɱɧɢɤɨɦ ɢɧɮɨɪ
ɦɚɰɢɢ ɛɭɞɟɬ ɝɨɞɨɜɨɣ ɨɬɱɟɬ ɤɨɦɩɚɧɢɢ ɡɚ 2016 ɝɨɞ [2]. ɋɨɝɥɚɫɧɨ
ɫɬɪɭɤɬɭɪɟ ɡɚɬɪɚɬ ɤɨɦɩɚɧɢɢ ɫɚɦɭɸ ɛɨɥɶɲɭɸ ɞɨɥɸ ɜ 20,5% ɨɬ
ɨɛɳɢɯ ɡɚɬɪɚɬ ɧɚ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɨɫɬɶ ɡɚɧɢɦɚɸɬ ɧɚɭɱɧɵɟ ɪɚɡɪɚ
ɛɨɬɤɢ ɨɯɪɚɧɚ ɨɤɪɭɠɚɸɳɟɣ ɫɪɟɞɵ ɢ ɫɨɯɪɚɧɟɧɢɟ ɨɛɴɟɤɬɨɜ ɤɭɥɶ
ɬɭɪɧɨɝɨ ɧɚɫɥɟɞɢɹ Ɉɞɧɚɤɨ ɤɨɦɩɚɧɢɹ ɧɟ ɩɪɟɞɨɫɬɚɜɥɹɟɬ ɪɚɫɲɢɮ
ɪɨɜɤɢ ɬɨɱɧɨɝɨ ɤɨɥɢɱɟɫɬɜɚ ɫɪɟɞɫɬɜ ɢ ɞɨɥɟɣ ɩɨɬɪɚɱɟɧɧɵɯ ɧɚ ɨɬ
ɞɟɥɶɧɵɟ ɫɨɫɬɚɜɥɹɸɳɢɟ ɞɚɧɧɨɣ ɩɨɡɢɰɢɢ ɡɚɬɪɚɬ 20% ɨɛɳɢɯ ɡɚɬɪɚɬ
ɡɚɧɢɦɚɟɬ ɩɨɦɨɳɶ ɞɟɬɫɤɢɦ ɭɱɪɟɠɞɟɧɢɹɦ, ɪɚɡɜɢɬɢɟ ɬɜɨɪɱɟɫɤɢɯ
ɫɩɨɫɨɛɧɨɫɬɟɣ ɞɟɬɟɣ ɢɧɤɥɸɡɢɜɧɨɣ ɫɪɟɞɵ Ʉɨɦɩɚɧɢɹ ɨɤɚɡɵɜɚɟɬ
ɩɨɦɨɳɶ ɞɟɬɫɤɢɦ ɭɱɪɟɠɞɟɧɢɹɦ ɜ ɱɚɫɬɧɨɫɬɢ ɩɨɦɨɝɚɟɬ ɭɤɪɟɩɥɟ
ɧɢɸ ɦɚɬɟɪɢɚɥɶɧɨ-ɬɟɯɧɢɱɟɫɤɨɣ ɛɚɡɵ ɲɤɨɥ ɢ ɢɧɬɟɪɧɚɬɨɜ ɚ ɬɚɤɠɟ
ɪɟɚɥɢɡɭɟɬ ɩɪɨɝɪɚɦɦɵ ɧɚɩɪɚɜɥɟɧɧɵɟ ɧɚ ɪɟɚɛɢɥɢɬɚɰɢɸ ɞɟɬɟɣɫɢɪɨɬ Ɉɞɧɚɤɨ ɜ ɤɨɥɢɱɟɫɬɜɟɧɧɨɦ ɜɵɪɚɠɟɧɢɢ ɨɛɴɟɦ ɫɪɟɞɫɬɜ ɩɨ
ɬɪɚɱɟɧɧɵɯ ɧɚ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɵɟ ɰɟɥɢ ɫɧɢɡɢɥɨɫɶ ɩɪɚɤɬɢɱɟɫɤɢ ɜ
2 ɪɚɡɚ ɋɥɟɞɭɸɳɢɦ ɩɨ ɨɛɴɟɦɭ ɡɚɬɪɚɬ ɫ ɞɨɥɟɣ 14,9% ɡɚɧɢɦɚɟɬ
ɫɩɨɧɫɢɪɨɜɚɧɢɟ ɤɭɥɶɬɭɪɵ Ʉɨɦɩɚɧɢɹ ɹɜɥɹɟɬɫɹ ɦɧɨɝɨɥɟɬɧɢɦ ɫɩɨɧ
ɫɨɪɨɦ ɬɟɚɬɪɚɥɶɧɨɝɨ ɮɟɫɬɢɜɚɥɹ «Ɂɨɥɨɬɚɹ ɦɚɫɤɚ», ɚ ɬɚɤɠɟ ɨɤɚɡɵɜɚ
ɟɬ ɞɪɭɝɭɸ ɩɨɦɨɳɶ ɪɚɡɥɢɱɧɵɦ ɬɟɚɬɪɚɦ ɢ ɨɛɴɟɤɬɚɦ ɤɭɥɶɬɭɪɧɨɝɨ
86
ɧɚɫɥɟɞɢɹ Ⱦɚɥɟɟ ɢɞɟɬ ɩɨɞɞɟɪɠɤɚ ɫɩɨɪɬɚ ɫ ɞɨɥɟɣ ɡɚɬɪɚɬ ɜ 13,3%, –
ɤɨɦɩɚɧɢɹ ɨɤɚɡɵɜɚɟɬ ɩɨɦɨɳɶ ɫɩɨɪɬɢɜɧɵɦ ɮɟɞɟɪɚɰɢɹɦ ɢ ɤɥɭɛɚɦ
ɩɨɞɞɟɪɠɤɚ ɨɛɪɚɡɨɜɚɧɢɹ (9,6%), ɨɤɚɡɚɧɢɟ ɦɚɬɟɪɢɚɥɶɧɨɣ ɩɨɦɨɳɢ
(9,3%) – ɤɨɦɩɚɧɢɹ ɨɤɚɡɵɜɚɟɬ ɦɚɬɟɪɢɚɥɶɧɭɸ ɩɨɦɨɳɶ ɮɢɡɢɱɟɫɤɢɦ
ɥɢɰɚɦ ɨɤɚɡɚɜɲɢɦɫɹ ɜ ɫɥɨɠɧɨɣ ɠɢɡɧɟɧɧɨɣ ɫɢɬɭɚɰɢɢ ɩɨɞɞɟɪɠɤɚ
ɡɞɪɚɜɨɨɯɪɚɧɟɧɢɹ (5,1%), ɩɨɦɨɳɶ ɜɟɬɟɪɚɧɚɦ ɢ ɢɧɜɚɥɢɞɚɦ (3,7%),
ɩɨɦɨɳɶ ɪɟɥɢɝɢɨɡɧɵɦ ɨɪɝɚɧɢɡɚɰɢɹɦ (3%), ɫɩɨɧɫɢɪɨɜɚɧɢɟ ɮɨɪɭ
ɦɨɜ ɢ ɤɨɧɝɪɟɫɫɨɜ (0,5%). Ɋɚɫɩɪɟɞɟɥɟɧɢɟ ɡɚɬɪɚɬ ɧɚ ɛɥɚɝɨɬɜɨɪɢ
ɬɟɥɶɧɭɸ ɞɟɹɬɟɥɶɧɨɫɬɶ ɉȺɈ «ɋɛɟɪɛɚɧɤ» ɩɪɟɞɫɬɚɜɥɟɧɵ ɜ ɬɚɛɥɢɰɟ
1.
Ⱥɧɚɥɢɡɢɪɭɹ ɩɪɟɞɫɬɚɜɥɟɧɧɵɟ ɞɚɧɧɵɟ ɢ ɞɨɩɨɥɧɢɬɟɥɶɧɭɸ ɢɧ
ɮɨɪɦɚɰɢɸ, ɪɚɫɤɪɵɜɚɸɳɭɸ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɭɸ ɞɟɹɬɟɥɶɧɨɫɬɶ
ɉȺɈ «ɋɛɟɪɛɚɧɤ», ɦɨɠɧɨ ɩɪɢɣɬɢ ɤ ɜɵɜɨɞɭ ɱɬɨ ɧɚɢɛɨɥɶɲɭɸ ɞɨ
ɥɸ ɡɚɬɪɚɬ ɡɚɧɢɦɚɟɬ ɩɨɦɨɳɶ ɞɟɬɫɤɢɦ ɭɱɪɟɠɞɟɧɢɹɦ ɱɬɨ ɜ ɩɨɥɧɨɣ
ɦɟɪɟ ɫɨɨɬɧɨɫɢɬɫɹ ɫ ɪɟɡɭɥɶɬɚɬɚɦɢ ɢɫɫɥɟɞɨɜɚɧɢɣ
Ɍɚɛɥɢɰɚ 1–ɋɬɪɭɤɬɭɪɚ ɡɚɬɪɚɬ ɧɚ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɭɸ ɞɟɹ
ɬɟɥɶɧɨɫɬɶ ɦɥɧ ɪɭɛ
ɂɫɬɨɱɧɢɤ Ƚɨɞɨɜɨɣ ɨɬɱɟɬ ɉȺɈ «ɋɛɟɪɛɚɧɤ» 2016 [2]
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ȺȾ Ɂɚɪɟɰɤɨɝɨ ɢ Ɍȿ ɂɜɚɧɨɜɨɣ ȼɬɨɪɨɟ ɦɟɫɬɨ ɜ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶ
ɧɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ ɉȺɈ «ɋɛɟɪɛɚɧɤ» ɡɚɧɢɦɚɟɬ ɩɨɞɞɟɪɠɤɚ ɤɭɥɶɬɭ
ɪɵ ɧɚ ɬɪɟɬɶɟɦ ɦɟɫɬɟ – ɩɨɞɞɟɪɠɤɚ ɫɩɨɪɬɚ Ʉɚɤ ɜɢɞɢɦ ɞɚɧɧɵɟ
ɩɪɢɨɪɢɬɟɬɵ ɧɟɫɤɨɥɶɤɨ ɧɚɪɭɲɚɸɬ ɫɩɢɫɨɤ ɩɪɟɞɥɨɠɟɧɧɵɣ ȺȾ Ɂɚ
ɪɟɰɤɢɦ ɢ Ɍȿ ɂɜɚɧɨɜɨɣ ɋɦɟɧɭ ɦɟɫɬ ɦɨɠɧɨ ɨɛɴɹɫɧɢɬɶ ɬɟɦ ɱɬɨ
ɉȺɈ «ɋɛɟɪɛɚɧɤ» ɹɜɥɹɟɬɫɹ ɦɧɨɝɨɥɟɬɧɢɦ ɫɩɨɧɫɨɪɨɦ ɮɟɫɬɢɜɚɥɹ
«Ɂɨɥɨɬɚɹ ɦɚɫɤɚ», ɱɬɨ ɫɨɨɬɜɟɬɫɬɜɟɧɧɨ ɬɪɟɛɭɟɬ ɛɨɥɶɲɟ ɡɚɬɪɚɬ
ɉɨɞɞɟɪɠɤɚ ɨɛɪɚɡɨɜɚɧɢɹ ɧɚɯɨɞɢɬɫɹ ɧɚ ɱɟɬɜɟɪɬɨɦ ɦɟɫɬɟ ɨɤɚɡɚɧɢɟ
ɦɚɬɟɪɢɚɥɶɧɨɣ ɩɨɦɨɳɢ ɧɚ ɩɹɬɨɦ ȿɫɥɢ ɪɚɫɫɦɚɬɪɢɜɚɬɶ ɨɤɚɡɚɧɢɟ
ɦɚɬɟɪɢɚɥɶɧɨɣ ɩɨɦɨɳɢ ɮɢɡɢɱɟɫɤɢɦ ɥɢɰɚɦ ɤɚɤ ɱɚɫɬɶ ɛɥɚɝɨɬɜɨɪɢ
ɬɟɥɶɧɨɫɬɢ ɬɨ ɞɨɥɹ ɩɨɦɨɳɢ ɮɢɡɢɱɟɫɤɢɦ ɥɢɰɚɦ ɡɚɦɟɬɧɨ ɭɜɟɥɢɱɢ
ɜɚɟɬɫɹ
Ⱦɥɹ ɩɨɥɧɨɬɵ ɜɵɜɨɞɨɜ ɨ ɫɨɰɢɚɥɶɧɨɣ ɨɬɜɟɬɫɬɜɟɧɧɨɫɬɢ ɮɢɧɚɧ
ɫɨɜɵɯ ɢɧɫɬɢɬɭɬɨɜ ɩɪɨɜɟɞɟɦ ɚɧɚɥɢɡ ɫɨɰɢɚɥɶɧɨ ɨɬɜɟɬɫɬɜɟɧɧɨɝɨ ɩɨ
ɜɟɞɟɧɢɹ ɭ ɞɪɭɝɨɣ ɤɨɦɩɚɧɢɢ – ɉȺɈ «Ⱥɥɶɮɚ-Ȼɚɧɤ», ɬɚɤɠɟ ɢɫɩɨɥɶ
ɡɭɹ ɞɚɧɧɵɟ ɝɨɞɨɜɨɝɨ ɨɬɱɟɬɚ [3]. Ȼɚɧɤ ɜɵɧɨɫɢɬ ɫɜɨɸ ɨɬɱɟɬɧɨɫɬɶ ɩɨ
ɫɨɰɢɚɥɶɧɨɦɭ ɛɥɨɤɭ ɜ ɨɬɞɟɥɶɧɵɣ ɨɬɱɟɬ ȼ ɞɚɧɧɨɣ ɨɬɱɟɬɧɨɫɬɢ ɧɟɬ
ɭɤɚɡɚɧɢɹ ɧɚ ɤɨɧɤɪɟɬɧɨ ɩɨɬɪɚɱɟɧɧɨɟ ɤɨɥɢɱɟɫɬɜɨ ɫɪɟɞɫɬɜ ɨɞɧɚɤɨ
ɫɭɳɟɫɬɜɭɟɬ ɞɨɫɬɚɬɨɱɧɨ ɩɨɞɪɨɛɧɨɟ ɨɩɢɫɚɧɢɟ ɪɚɡɥɢɱɧɵɯ ɫɨɰɢɚɥɶ
ɧɵɯ ɩɪɨɝɪɚɦɦ ɩɪɨɜɨɞɢɦɵɯ ɛɚɧɤɨɦ ɋɪɟɞɢ ɦɧɨɠɟɫɬɜɚ ɫɨɰɢɚɥɶ
ɧɵɯ ɩɪɨɝɪɚɦɦ ɛɚɧɤ ɜɵɞɟɥɹɟɬ ɧɟɫɤɨɥɶɤɨ ɬɢɩɨɜ Ɋɚɫɫɦɨɬɪɢɦ ɢɯ
ɩɨɞɪɨɛɧɟɟ
ɉɟɪɜɵɦ ɫɨɰɢɚɥɶɧɵɦ ɩɪɨɟɤɬɨɦ ɹɜɥɹɟɬɫɹ ɜɡɚɢɦɨɞɟɣɫɬɜɢɟ ɫ
ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɵɦ ɮɨɧɞɨɦ «Ʌɢɧɢɹ ɠɢɡɧɢ». ȼ ɪɚɦɤɚɯ ɜɡɚɢɦɨ
ɞɟɣɫɬɜɢɹ ɫ ɮɨɧɞɨɦ ɤɨɦɩɚɧɢɹ ɢɦɟɟɬ ɪɹɞ ɞɨɥɝɨɫɪɨɱɧɵɯ ɩɪɨɝɪɚɦɦ
– ɜɤɥɚɞ ɨɩɪɟɞɟɥɟɧɧɵɣ ɩɪɨɰɟɧɬ ɫ ɤɨɬɨɪɨɝɨ ɩɟɪɟɜɨɞɢɬɫɹ ɧɚ ɫɱɟɬ
ɮɨɧɞɚ ɫɩɟɰɢɚɥɶɧɚɹ ɮɭɧɤɰɢɹ ɩɨɠɟɪɬɜɨɜɚɧɢɹ ɜ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶ
ɧɵɣ ɮɨɧɞ ɱɟɪɟɡ ɩɪɢɥɨɠɟɧɢɟ ɢ ɫɛɨɪ ɞɟɧɟɝ ɜ ɜɢɞɟ ɦɨɧɟɬ ɞɥɹ ɩɟɪɟ
ɞɚɱɢ ɜɫɟɣ ɫɨɛɪɚɧɧɨɣ ɫɭɦɦɵ ɜ ɮɨɧɞ
ɋɥɟɞɭɸɳɢɦ ɫɨɰɢɚɥɶɧɵɦ ɩɪɨɟɤɬɨɦ ɛɚɧɤɚ ɹɜɥɹɟɬɫɹ ɜɨɜɥɟɱɟ
ɧɢɟ ɫɨɬɪɭɞɧɢɤɨɜ ɜ ɫɨɰɢɚɥɶɧɭɸ ɚɤɬɢɜɧɨɫɬɶ ɛɚɧɤɚ Ȼɚɧɤ ɪɚɡɵɝɪɵ
ɜɚɟɬ ɝɪɚɧɬɵ ɧɚ ɪɚɡɥɢɱɧɵɟ ɩɪɨɟɤɬɵ ɤɨɬɨɪɵɟ ɪɟɚɥɢɡɭɸɬ ɫɨɬɪɭɞ
ɧɢɤɢ ɛɚɧɤɚ ɧɚ ɞɨɛɪɨɜɨɥɶɧɨɣ ɨɫɧɨɜɟ Ɍɚɤɠɟ ɫɭɳɟɫɬɜɭɟɬ ɫɨɰɢɚɥɶ
ɧɚɹ ɚɤɰɢɹ «ɉɨɦɨɝɢ ɫɨɛɪɚɬɶɫɹ ɜ ɲɤɨɥɭ», ɤɨɬɨɪɚɹ ɩɪɟɞɭɫɦɚɬɪɢɜɚɟɬ
ɫɛɨɪ ɫɨɬɪɭɞɧɢɤɚɦɢ ɜɫɟɯ ɧɟɨɛɯɨɞɢɦɵɯ ɩɪɟɞɦɟɬɨɜ ɞɥɹ ɲɤɨɥɶɧɨɝɨ
ɝɨɞɚ ɢ ɩɟɪɟɞɚɱɭ ɢɯ ɜ ɞɟɬɫɤɢɟ ɞɨɦɚ
ȿɳɟ ɨɞɧɢɦ ɫɨɰɢɚɥɶɧɵɦ ɩɪɨɟɤɬɨɦ ɛɚɧɤɚ ɹɜɥɹɟɬɫɹ ɩɨɞɞɟɪɠɤɚ
ɢɫɤɭɫɫɬɜɚ ȼ ɪɚɦɤɚɯ ɞɚɧɧɨɝɨ ɩɪɨɟɤɬɚ ɛɚɧɤ ɨɤɚɡɵɜɚɟɬ ɩɨɦɨɳɶ
88
ɪɚɡɥɢɱɧɵɦ ɤɭɥɶɬɭɪɧɵɦ ɭɱɪɟɠɞɟɧɢɹɦ – ɦɭɡɟɹɦ ɬɟɚɬɪɚɦ ɢ ɨɪɝɚ
ɧɢɡɭɟɬ ɪɚɡɥɢɱɧɵɟ ɜɵɫɬɭɩɥɟɧɢɹ ɢɡɜɟɫɬɧɵɯ ɚɪɬɢɫɬɨɜ ɜ ɪɚɡɧɵɯ ɝɨ
ɪɨɞɚɯ Ɋɨɫɫɢɢ
ȼɚɠɧɵɦ ɫɨɰɢɚɥɶɧɵɦ ɩɪɨɟɤɬɨɦ ɤɨɦɩɚɧɢɢ ɹɜɥɹɟɬɫɹ ɫɬɢɩɟɧ
ɞɢɚɥɶɧɚɹ ɩɨɞɞɟɪɠɤɚ ɨɞɚɪɟɧɧɵɯ ɫɬɭɞɟɧɬɨɜ ȼ ɩɪɨɝɪɚɦɦɟ ɭɱɚɫɬɜɭ
ɟɬ 16 ɜɭɡɨɜ ɜ ɤɨɬɨɪɵɯ ɩɪɨɜɨɞɢɬɫɹ ɨɬɛɨɪ ɤɚɧɞɢɞɚɬɨɜ ɧɚ ɭɱɟɛɧɭɸ
ɫɬɢɩɟɧɞɢɸ ɨɬ Ȼɚɧɤɚ ɇɟɨɛɯɨɞɢɦɨ ɬɚɤɠɟ ɭɩɨɦɹɧɭɬɶ ɱɬɨ Ȼɚɧɤ ɫɨ
ɬɪɭɞɧɢɱɚɟɬ ɫ ɡɚɪɭɛɟɠɧɵɦɢ ɜɭɡɚɦɢ ɢ ɩɨɦɨɝɚɟɬ ɡɚɪɭɛɟɠɧɵɦ ɫɬɭ
ɞɟɧɬɚɦ ɩɪɨɯɨɞɢɬɶ ɫɬɚɠɢɪɨɜɤɭ ɜ ɪɨɫɫɢɣɫɤɢɯ ɜɭɡɚɯ
Ɉɞɧɢɦ ɢɡ ɧɟɦɚɥɨɜɚɠɧɵɯ ɫɨɰɢɚɥɶɧɵɯ ɩɪɨɟɤɬɨɜ «ȺɥɶɮɚȻɚɧɤɚ» ɹɜɥɹɟɬɫɹ ɩɨɞɞɟɪɠɤɚ ɥɢɬɟɪɚɬɭɪɧɨɣ ɩɪɟɦɢɢ «Ȼɨɥɶɲɚɹ ɤɧɢ
ɝɚ», ɨɞɧɢɦ ɢɡ ɭɱɪɟɞɢɬɟɥɟɣ ɤɨɬɨɪɨɣ ɹɜɥɹɟɬɫɹ Ȼɚɧɤ ɐɟɥɶ ɞɚɧɧɨɣ
ɩɪɟɦɢɢ ɡɚɤɥɸɱɚɟɬɫɹ ɜ ɩɨɨɳɪɟɧɢɢ ɚɜɬɨɪɨɜ ɜɧɟɫɲɢɯ ɜɤɥɚɞ ɜ ɪɚɡ
ɜɢɬɢɟ ɪɭɫɫɤɨɣ ɥɢɬɟɪɚɬɭɪɵ
Ɉɱɟɪɟɞɧɵɦ ɫɨɰɢɚɥɶɧɵɦ ɩɪɨɟɤɬɨɦ Ȼɚɧɤɚ ɫɬɚɧɟɬ ɟɝɨ ɫɩɨɧ
ɫɨɪɫɬɜɨ ɧɚ ɑɟɦɩɢɨɧɚɬɟ ɦɢɪɚ ɩɨ ɮɭɬɛɨɥɭ 2018 ɜ Ɋɨɫɫɢɢ Ȼɚɧɤ ɛɭ
ɞɟɬ ɨɤɚɡɵɜɚɬɶ ɩɨɦɨɳɶ ɧɚ ɪɟɝɢɨɧɚɥɶɧɨɦ ɭɪɨɜɧɟ
ɍ ɛɚɧɤɚ ɫɭɳɟɫɬɜɭɟɬ ɟɳɟ ɞɨɫɬɚɬɨɱɧɨ ɛɨɥɶɲɨɣ ɪɹɞ ɫɨɰɢɚɥɶ
ɧɵɯ ɩɪɨɟɤɬɨɜ ɜ ɬɨɦ ɱɢɫɥɟ ɦɭɡɵɤɚɥɶɧɵɣ ɮɟɫɬɢɜɚɥɶ ɭɱɚɫɬɢɟ ɜ
ɪɚɡɥɢɱɧɵɯ ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɵɯ ɹɪɦɚɪɤɚɯ ɢ ɩɨɞɞɟɪɠɤɚ ɮɨɧɞɨɜ ɨɯ
ɪɚɧɵ ɠɢɜɨɣ ɩɪɢɪɨɞɵ
Ɍɚɤɢɦ ɨɛɪɚɡɨɦ, ɦɨɠɧɨ ɫɞɟɥɚɬɶ ɜɵɜɨɞ ɨ ɬɨɦ ɱɬɨ ɮɢɧɚɧɫɨ
ɜɵɟ ɢɧɫɬɢɬɭɬɵ – ɧɚ ɩɪɢɦɟɪɟ ɤɨɦɩɚɧɢɣ «ɋɛɟɪɛɚɧɤ» ɢ «ȺɥɶɮɚȻɚɧɤ»–ɹɜɥɹɸɬɫɹ ɫɨɰɢɚɥɶɧɨ ɚɤɬɢɜɧɵɦɢ ɢ ɨɤɚɡɵɜɚɸɬ ɛɨɥɶɲɭɸ
ɩɨɦɨɳɶ ɜ ɭɞɨɜɥɟɬɜɨɪɟɧɢɢ ɪɚɡɥɢɱɧɵɯ ɫɨɰɢɚɥɶɧɵɯ ɧɭɠɞ ɨɛɳɟɫɬ
ɜɚ ɨɬ ɩɨɞɞɟɪɠɤɢ ɞɟɬɫɤɢɯ ɞɨɦɨɜ ɞɨ ɩɨɞɞɟɪɠɤɢ ɤɭɥɶɬɭɪɵ ɢ ɫɩɨɪ
ɬɢɜɧɵɯ ɨɪɝɚɧɢɡɚɰɢɣ
ɋɩɢɫɨɤ ɥɢɬɟɪɚɬɭɪɵ
1. Ɂɚɪɟɰɤɢɣ ȺȾ ɂɜɚɧɨɜɚ Ɍȿ Ɉɬ ɩɪɟɞɩɪɢɧɢɦɚɬɟɥɶɫɤɨɣ
ɛɥɚɝɨɬɜɨɪɢɬɟɥɶɧɨɫɬɢ ɤ ɤɨɪɩɨɪɚɬɢɜɧɵɦ ɫɨɰɢɚɥɶɧɵɦ ɢɧɜɟɫɬɢɰɢɹɦ
// ɂɡɜɟɫɬɢɹ ȼɨɥɝɨɝɪɚɞɫɤɨɝɨ ɝɨɫɭɞɚɪɫɬɜɟɧɧɨɝɨ ɬɟɯɧɢɱɟɫɤɨɝɨ ɭɧɢ
ɜɟɪɫɢɬɟɬɚ. – 2014. – ʋ 17 (144). Ɍ 20. – ɋ-52.
2. ɋɛɟɪɛɚɧɤ Ƚɨɞɨɜɨɣ ɨɬɱɟɬ 2016 >ɗɥɟɤɬɪɨɧɧɵɣ ɪɟɫɭɪɫ@ –
Ɋɟɠɢɦ ɞɨɫɬɭɩɚ http://www.sberbank.com/ru/investor-
relations/reports-and-publications/annual-reports ɞɚɬɚ ɨɛɪɚɳɟɧɢɹ
05.11.2017).
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3. ɋɨɰɢɚɥɶɧɵɣ ɨɬɱɟɬ // Ⱥɥɶɮɚ-Ȼɚɧɤ >ɗɥɟɤɬɪɨɧɧɵɣ ɪɟɫɭɪɫ@
– Ɋɟɠɢɦ ɞɨɫɬɭɩɚ https://alfabank.ru/f/1/about/annual_report/SocialReport_2016.pdf ɞɚɬɚ ɨɛɪɚɳɟɧɢɹ 07.11.2017).
4. ɏɦɟɥɶɧɢɤɨɜɚ ɇȼ Ʉɭɲɧɚɪɟɜɚ ȺȺ ɋɨɰɢɚɥɶɧɨ ɡɧɚɱɢɦɵɟ
ɚɥɶɹɧɫɵ ɛɪɟɧɞɨɜ ɤɨɧɰɟɩɬɭɚɥɶɧɵɟ ɨɫɧɨɜɵ ɢ ɷɦɩɢɪɢɱɟɫɤɢɟ ɢɫɫɥɟ
ɞɨɜɚɧɢɹ // Ȼɪɟɧɞ-ɦɟɧɟɞɠɦɟɧɬ – 2013. – ʋ 05(72) – ɋ-274.
5. Friedman M.; The Social Responsibility of Business is to Increase its Profits// The New York Times Magazine - September 13,
1970
6. Corporate social responsibility // Investopedia [ɗɥɟɤɬɪɨɧ
ɧɵɣ ɪɟɫɭɪɫ]. – Ɋɟɠɢɦ ɞɨɫɬɭɩɚ:
http://www.investopedia.com/terms/c/corp-social-responsibility.asp
(ɞɚɬɚ ɨɛɪɚɳɟɧɢɹ: 05.11.2017).
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