Молодежь и наука. Том 1, часть 1

Fig. 3. Investor preferences in SEZ

Source: JSC SPECIAL ECONOMIC ZONES, www.oao-oez.ru

For instance, in the Dominican Republic, where public and private zones coexist, there are no clear differences in employment, investment, or exports by zone ownership.But the private zones generally offer higher-quality infrastructure and more value-added services than the government-run ones and, accordingly, charge higher rents.

In circumstances where the government cannot provide high quality services throughout Russia, it is easier to do it in some areas. In Russia, SEZs will benefit if the government does not repeat the experience of the mid-90s. In 90s in free zones plants practiced tax evasion, without developing production. Regional integration offers significant opportunities for economic zones in terms of expanding market access. Linking regional SEZs to infrastructure investments to create “growth corridors” may be a powerful new route to competitiveness.

As SEZ programs continue to proliferate it is critical for policy makers to learn from past experiences and anticipate the implications of the emerging and potential issues. Future SEZ program success will require adopting a more flexible approach to use SEZ instruments effectively to leverage a region’s comparative advantage and ensure flexibility so that the zone program can evolve over time. Fundamentally, this approach will require a shift in mindset away from the traditional reliance on fiscal incentives and wage restraint to instead focus on facilitating a more effective business environment that fosters firm-level.

Thus, a number of factors listed above, suggest the possibility of creating a special economic zone of industrial type in the Krasnoyarsk region, but the final decision for the main companies in the region is necessary to set procedures for evaluating the performance of SEZs in the region.

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УДК 338.46

CREATION OF A NEW PRODUCT – THE KRASNOYARSK MONORAIL

TRANSPORT SYSTEM

V.D. Janson

Language supervisor I.V. Smirnova

Siberian Federal University

There was such discipline as marketing in my study plan last semester. I had to prepare a term paper – a project. The purpose of this project was to create a new product or service, which is necessary for citizens of Krasnoyarsk. I began my work from analysis of the cardinal problems, which inhabitants have.

Among such problems as lack of available habitation, quality of the housing and communal services and lack of decent work people in Krasnoyarsk have the main problem – traffic jams. The city authority tried to solve this problem with the underground several years ago. It had been begun to build but the project was stopped. So, if we can’t pass traffic jams under the ground, we will be able to pass them above the ground. The same problem in Moscow and Japan had already been solved such way – over the ground, except the underground. In according to “The concept of development of public passenger transport in Krasnoyarsk for 2011–2015 with prospect till 2020” the movement speed of passenger transport in the city center during “rush hours” did not exceed 10 km/h last year. My proposal is the passenger transport remaking. So, let’s begin!

1. Monorail transport system

So, I present to you the Krasnoyarsk Monorail Transport System. For your better understanding, I explain to you, what the monorail is. A monorail is a rail-based transportation system in which the track consists of a single rail, typically elevated and with the trains suspended from it. The term is also used variously to describe the beam of the system, or the vehicles traveling on such a beam or track. The transportation system is often referred to as a railway. Colloquially, the term "monorail" is often used to describe any form of elevated rail or people mover.

1.1. Advantages and disadvantages

What virtues has this unusual railway got as a transport for city-millionaire?

1.The main advantage of the monorail as the traditional underground, it doesn’t take a place at the overloaded city roads. But it is cheaper in building compare to metro.

2.The monorail system is capable to overcome steeper vertical declivities in comparison with other kinds of railway transport.

3.As the danger of accidents absences in theory the monorail speed can exceed the speed of traditional railway transport. Besides that the probability of collisions with other traffic objects is insignificantly small.

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4.Visibility at every side of movement is wider because of raising transport line on certain height.

5.There is lowered noisiness because of using silent electric motors and rubberized wheels.

6.Also, monorail has such advantage as building and commissioning quickness in comparison with the underground.

But monorail has its own disadvantages as every type of transport.

1.There is no one standardized monorails. But nowadays the preparation of documents for this process is going on.

2.The monorail switch is a complicated construction. Its switching time is about 30 sec. But it is not so important, because monorail has high speed.

3.There is potential danger of trains falling from height. So, such accidents did not happen in the whole history of the monorail.

4.In a case of train stop because of accident or technique defects passengers has not a possibility to leave the train.

5.Monorail maintenance costs are more expensive than such costs for other transport. And this type of transport acquits itself only in case with big passenger turnover. Krasnoyarsk transport system has such quantity of passengers.

2.Marketing research

2.1. Public transport importance in Krasnoyarsk dwellers life

Today about 400 000 people use public transport in Krasnoyarsk. The distribution among types of transport – buses, trolleybuses and trams – is shown on the diagram.

2.2. Citizen’s opinions

Before the project creation, I decided to get more information and conduct the survey among people of different age. I prepare these questions:

−Do you know anything about Monorail Transport System?

−What do you think about such innovation in our city?

−Would you make use of this type of transport, if we have such opportunity in Krasnoyarsk?

Let me show you how this transport really functions. For example, in the capital of Russia – Moscow. Moscow Monorail Transport System is the monorail system of northeast administrative district. As for April 2013 13 000–15 000 people use this transport every day. The monorail stations are opened from 7 a.m. till 11 p.m. The fare is 19 rubles per one trip. Only disadvantage is one transport line.

3. Stages in implementation of KMTS

The relevance of this service in Krasnoyarsk consists of following points:

−an assistance in road unloading;

−a reduction of bus fleet as a result of passenger turnover reduction;

−as a result of previous two points – less traffic jams.

Now I am going to present you the stages of monorail transport system commer-

cialization in Krasnoyarsk. And begin with the building plan.

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3.1. Route scheme

Estimated route must conform the traffic safety requirements and not create obstacles for traffic. Besides that, the monorail must be built thus that its directions are similar to passenger’s directions. I have found out the most uploaded routes in “rush hours” by results of analysis. And the ideal route looks like you see at the slide.

3.2. Multiattributive model of service

It is important to understand, that associations with service a customer has in his awareness cannot have anything in common with reality. In most cases a customer is not an expert in the sphere where he wants to buy a service in, that is why he builds associations basing on the subjective perception of his past experience or under the influence of information environment. However these associations influence on customer’s decision about purchase, even if they are incorrect or wrong. It is necessary to imagine the structure of features and attributes this kind of services perceiving by consumers very well, in order to use a described above psychological tool for improving your service sale. That is why I need to make a multiattributive model of service, which I am aimed to provide at monorail transport system. You can see it on the slide.

3.3. Segmentation

Before launching new service, I have to hold some target marketing actions. Firstly, I need to segment the market. I use for this two principals – geographical and demographic. According to the first principal, I pay attention at the type of the city and population density. As for the second principal, I should select my potential customer by age and incomes. And so, I get a model profile of the segment. It consists of Krasnoyarsk citizens, whose the main directions are east and south parts of Octyabrskiy district, the city center and avenue named by newspaper “Krasnoyarskiy rabochiy”. Generally our potential passengers are children at the age of 14–18 years, students and other age categories, which consists of working people or those who has not their own car temporarily.

3.4. Market share

The second step is definition expected market share of the new product or service. Public transport service with the monorail system will have weak position in the market, as you watch on the diagram. It may be caused by mistrust to such transport, human factor or a habit to take well-known buses and trolleybuses. In future this situation should improve and KMTS should get high position in the public transport market of Krasnoyarsk city such as it is shown on the diagram.

3.5. Marketing complex – 4P concept

As we defined so wide market segment, it is expediently to use only one marketing complex – the undifferentiated marketing – for realization this new service.

4P concept consists of 4 parts or sides of marketing action: product, price, place and promotion.

PRODUCT

This element includes several components. Actually good – monorail transport system. It will satisfy citizens’ needs for movement around the city avoiding traffic jams. The trademark – is the logo of the company. Blue and white colors mean ease and freedom in movement around the city. Service is passengers’ transportation by the use of the monorail system.

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PRICE

First of all it includes pricing. Price of the good is one journey price on KMTS. Many factors influence on a journey price – from the electricity consumption to staff salary. Also the company should consider distance of transportation and average incomes of their passengers. Because of the service novelty initial trip cost will be higher than at the traditional transport. – about 35 rubles. But price policy is going on. Let’s calculate the average journey price for the KMTS as for the popular type of transport. I offer to use information about trip prices in Moscow city. I need to say that following calculations is not absolutely correct. It is just about the really cost. After the calculations the approximate trip price is 15 rubles. But distances between stations in Krasnoyarsk are smaller than in Moscow, it would be better for the trip cost size.

PROMOTION

The inculcation of such new service to the public transport market of Krasnoyarsk will be rather difficult. And the first item, which the KMTS will possibly face with, is competitors – buses, trolleybuses and trams. The second thing is citizens’ lack of knowledge about monorail transport system and their mistrust to this transport. It is necessary to use preventive actions for successful life of my new product. For example, active advertising campaign, cheap excursion trips and others.

PLACE

Sale process will be held from managers of passengers’ transportations to customers. Allegedly, it will be short-term contract between carrier and passenger. Payment should be inside trains with conductors.

Conclusion

In conclusion I would like to say that any new product faces to different troubles. Any company launching new product or service should make much effort for the future users’ acceptance this innovation and its successful functioning. To realize my idea about monorail transport system it is necessary to do a great number of actions. Those researches that were shown in my term paper are just a small part of the whole creation and launching new service.

References

1.Актуально: Какие проблемы волнуют красноярцев в первую очередь? [Электронный ресурс]. URL: http://gornovosti.ru;

2.Концепция развития пассажирского транспорта [Электронный ресурс]. URL: http://www.admkrsk.ru;

3.Monorail. URL: http://en.wikipedia.org.

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TRENDS AND CHALLENGES

IN GLOBAL INFORMATION SOCIETY

УДК 004.056.5

THE IMPACT OF INFORMATION SECURITY

UPON MODERN SOCIETY

N.P. Shevcov

Language supervisor V.N. Urdanova

Siberian Federal University

"The era of sociotechnical systems is coming, and those of us who is able to integrate human and technical factors will be most fit for their time".

Edgar H. Schein (b. 1928)

Recently, Information Security has received a lot of attention in our societies and trade press in the Russian Federation in the USA and in EU. A current stage of society development is characterized by the increasing role of information sphere. It increasingly affects the state of political, economic, defense, personal security and other components in any modern society.

There are many different effects in positive and negative ways of information security technologies upon society in general and civil society organizations in particular. Information security mechanisms have the potential to act as enablers or disablers for the work of civil society groups. Recent increased emphasis on national security issues by state actors, particularly their initiatives, have resulted in legislative instruments that impinge upon the civil liberties of many citizens and have the potential to restrict the free flow of information vital for civil society actors.

In Russia and abroad the information field is formed by various means (massmedia, information security, public policy. Modern information technology, including information security as an integral and vital part of society management tool can significantly change not only the structure of relations, but also the lifestyle of people, their way of thinking, the mechanisms of family functioning, social institutions, government, etc.

In many regards, information security technologies are deployed for the improvement of society and are used to protect important, sensitive information from unwanted disclosure, modification or fabrication. An example is the use of cryptographic software tools that are used to protect sensitive and potentially incriminating information gathered by human rights field workers and investigators.

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When discussing Information Security and its impact upon society, it is important to understand that technical approaches are not defining part of computer security and all main vulnerabilities were often created by humans that are commonly interconnected with protected information resources as well as to the Internet (WLAN) when it has a risk to be damaged or hacked.

The key goal of my paper is to explore some basic theoretical aspects and principles of Information Security during its action in society such as:

Confidentiality, Integrity and Availability.

Human Factor (HF) as one of the basic defining part of Information Security (IS) in sociotechnical systems (STS).

Legal methods (laws, instructions, regulatory documents etc.).

Technical approaches (e.g. cryptography, firewalls).

Thanks to the informatization process the modern society is included in the glob-

al information space, becoming a part of it and becomes dependent on from information technologies and resources.

This space connects the world together and makes all the state information interdependent. Receiving large amounts of data bearing the knowledge, people at the same time get a lot of global dangers related to information security (e.g. information warfare, information terrorism, etc.). For example, information weapons act primarily on the consciousness of the subjects in order to manipulate them. Such negative information influences on the consciousness of the subject and as a result it can lead to a change in his outlook and values reorientation. Therefore, the problem of information security should be deep enough comprehended.

Information security is inherently an ethically neutral technology. The manner in which this technology is deployed determines the effects on society. As national security concerns receive more and more priority from a range of state actors the potential effects of information security technology on society become broader. Governments in most societies are increasingly stressing the risks that terrorism presents to society. The danger of this emphasis is that governments effectively ‘paint themselves into a corner’ whereby they need to be seen taking actions to counter the terrorism threat that they themselves have helped to promote.

One way of publicly taking action is to introduce measures, which are presented as high-technology solutions to security problems, such as the deployment of facial 10 recognition biometrics to aid airport security. The decrease in civil liberties, as well as the false sense of security that can result from such deployments needs to be carefully examined to ascertain, on balance, whether society is actually losing the freedoms that governments are meant to be protecting.

Information influence becomes the main instrument of managing people (instead of the usual physical) to the economy (e.g. economic sanctions), trade (e.g. credit card transaction processing), advertisements (financial pyramids), the political struggle, affecting the psyche rights, especially of certain social groups (e.g., teenagers), etc.

Therefore, one of the main elements that affect the life of modern society and the interests of national, public and personal safety, is information security.

Internet information field is generated by mass-media, search engines and public policy, lending itself to effect retouching, just as during the reign of Joseph Stalin retouched photos of public enemies.

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Let me introduce just one example from the book by David King, “The Commissar Vanishes: The Falsification of Photographs and Art in Stalin's Russia” (Metropolitan Books, New York, 1997).

Such things often happen in the modern Internet: disappearing scientific articles, photos, music, which acquired the status of a state as “undesirable content”. In this case, society has to face information isolation like the Iron Curtain. There are four ways to solve the problem: the first is to refuse and ignore all information resources in general, the second is to accumulate information saving it prior to one’s removal from public access, the third is to prevent censorship and prohibition sole resources through strict public control and the fourth is your personal solution.

It is important to understand that from the standpoint of national security policy, with its respect to the government, information integrity field should be carried out despite all democratic requirements. Although this factors limit the freedom of citizens, but it is a guarantee of national security, future modern society is provided by information security.

References

1.Information security. Making sure user data statys secure. URL: https://www.gov.uk/service-manual/making-software/information-security.html

2.URL: http://www.cscan.org/presentations/14-10-09-OpeyemiOre.pdf

3.Carey-Smith, Mark T. & May, Lauren J. (2006) The Impact of Information Security Technologies Upon Society. URL: http://eprints.qut.edu.au/6082/1/6082.pdf

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