38PEAbhHh 6h3hE0h09bPb 2011

qna{rhehmrepb|~
01 k0h1Ak1A
k k0h1PAk1
6ecepoaan Kcacaaua epuaua
opxop aouuna lpupu-
oa k texoonoruam opopa
uoorpa oasmaamt 6espy-
omm, opoako pna moorux
komoaou, pa6otamux
oa pmokax 828, oo okasan-
ca poaonaoo sektuaeo.
8 4em cyta mapketuora
opamoro otknuka, kak
cousuta anuaoue 4enoae-
4eckoro aktopa a cepe
opopa o6 stom map-
ketuoroam aoturypy
pacckasan Peanaoomy
6usoecy.
octpoeoue otpena opopa o4eoa 6ones-
oeooaa tema pna poctoackux komoaou. ha aoopoc
kakoaa camaa rnaaoaa opu4uoa oapeoua opopa aa-
e komoaouu? moorue ceropoa otae4amt: Pmook
oapaet. +to oo stomy ooaopy pymaete am?
annna Ipnann: Oucui uacro, xoi(a piuox
pacrcr, n:ucc pa:nnnacrcn uc naio(apn, a nonpc-
xn paorc xcuc(cpon. Mouo npo(anari cnycrn
pyxana n ncc panuo (cnari oopor.
Ho xax ronixo rcxni pocra :axc(nnmrcn, xi
yc uc xocx c:(yxuo rparnri pcxnaxuic m(-
cri n nnoxo ocnynnari xnncuron. Ho xuoinc
npc(nounramr ncxari nnuonarix ua cropouc. Hpn-
nruo cunrari ccn cprnon n onnunri na(ammnc
piuxn, (cxnnuiymmnx xouxypcuron n npounc
qaxropi nucmucn cpc(i, roi(a xax onimnucrno
nponcx xpocrcn nuyrpn opiaun:annn.
ho ce4ac skooomu4eckue ycnoaua 6onee
cnoome. hsmeounaca nu, oa aa asrnap, ocuxono-
rua co6ctaeooukoa?
.I.: Ccnuac cocrncuunxn uaunuamr nun-
xarcniuo cxorpcri, xy(a yxo(nr (cuiin, n rpco-
nari or xapxcronoion xouxpcruix pc:yniraron.
Hcropnn npo mnpory n oxnar yc uc oucui xo-
pomo paoramr. Pyxono(nrcnn xornr nn(cri, xax
rc nnn nuic (cncrnnn orpaamrcn ua xouxpcruix
npo(aax. Bo:unxamr noinuuic nonpoci n: cc-
pnn A noucxy ni norparnnn nonropa xnnnno-
ua ua yuacrnc n ron nicranxc n xaxon nxcuuo
qqcxr or ucc in nonyucu", Kaxnc xouxpcr-
uo xnncuri npnmnn x uax nocnc pa:xcmcunn
nor roio pcxnaxuoio xo(ynn" n r. (. K coanc-
unm, xapxcronoin uc ncci(a ioroni ua rn no-
npoci orncrnri.
A stot sekt aoo6e aosmooo ooc4u-
tata? 8 caoe pa6ote am ucoonasyete metopono-
rum mapketuora opamoro otknuka (d|rect respoose
market|og). 8 4em ee cyta?
.I.: Cyri xapxcrnuia npnxoio orxnnxa xax
pa: n rox, uro xi oucui ucrxo nounxacx, xaxon
pc:ynirar npnuocnr xa(in pyni, nnocuuin n
pcxnaxy. B B2B ro nnonuc pcaniuo c(cnari, rax
xax xonnuccrno norcunnaniuix xnncuron ucnc-
nnxo no cpanucunm c B2C, cronxocri c(cnxn (o-
noniuo nicoxa n xouo c nicoxon rouuocrim or-
cnc(nri qqcxrnnuocri xa(oio xauana.
Ecnu o6o6uta aa oomt: oasoaute ocooa-
ome ou6ku a ooctpoeouu otpena opopa, kotopme
coaepamt pykoaoputenu.
.I.: Bo-uepamx, :axixaunc nccio omcunn
c xnncurox ua o(uox npo(annc or xono(uoio
xouraxra (o pa:no:xn cyncunpon ua uonin io(.
Dro inanuan npnunua yno(a a:i.
Bo-avopmx, npcona(aunc xonnuccrna xou-
raxron c norcunnaniuixn xnncuraxn ua( nx xa-
uccrnox. Muoinc pyxono(nrcnn :acrannnmr cnon
or(cn npo(a paorari n pcnxc 5O :nouxon n
(cui, c:(yxuo (oxoianci (o nccx no(pn(. A nc(i
iopa:(o npomc n qqcxrnnucc cocrannri cnncox
n:, cxacx, 3O npuix xnncuron, npnnncucunc
xorn i o(uoio n: xoropix xocr c(cnari nax
oopor :a xnapran. Cxouncurpnpynrc cnon ycn-
nnn ua rox uconimox, uo cncpxnpniniuox
ccixcurc piuxa, :uaunrcniuo yncnnunn raxnx
opa:ox KH xnmucnix xcuc(cpon.
B-vpevtnx, ucyxcunc n uccnaunc npo(anari
n: no:nnnn xcncpra. Bo:ixnrc nmym xuniy no
npo(aax ncc oun ocuonaui ua rcopnn onimnx
unccn ccnn :nounri nccx no(pn(, oxauox n
xaunnynnnnnxn npoxo(n cxno:i ccxpcrapcn n ua-
npamnnanci ua ncrpcun, ro pauo nnn no:(uo xro-
uny(i cxacr :ancruoc a. Taxnc napnapcxnc
xcro(i rpcymr nicouanmcio ncnonunrcnicxo-
io xacrcpcrna ((cnamr nam n:ucc :anncnxix or
:nc:(uix npo(annon), crannr nac n no:nnnm npo-
cnrcnn, uo unxax uc cncnnanncra.
0PA8kA. aouun lpupuo
napreuarcau aaur]p], apaep
rcnaauu -Kcaar-3rcep- [Vc-
craa), ae]u ceuuaauc 0h| a
caacu cucenacrc 828-napreuara
as cacau/ puarca. Veccacrus
aauuaa ccacaaaa aa -racaupcaa-
auu- ]ceau/ sa|es-neaeepca,
epeacce u/ ecau aa peraanaue
naepuaau. !arc c/c cacase
ccat aeruaa]o u nacau-
p]en]o cucen] -pca aa pacccs-
auu-, rccpas nuaunaatac aaucu
c pecaca]crc -+eacae+ecrcrc ar-
cpa-. 0ucena aauuaa craaaa
caco auccr]o aeruaacct aa
aru/ puara/, rar aaepeaue 0RV- u
LRP-peeau, |!-uaerpauus, pc-
aa pcnuaeaacrc ccp]caa-
aus, rcacaauarcaue u peauarcaue
]ca]ru, pcrpannace cece+eaue,
peraanaue ]ca]ru.
40PEAbhHh 6h3hE0h09bPb 2011
qna{rhehmrepb|~
0rnxn xonnrrurcxo nrqanxnnoctn,
xanrtnr, qonoannqrnn n irnrnsnux
sunctxoa
0rnxn nnunn, osorsqoannns,
natotrnncnortnux crrqcta n nrourro
qanxnnoro nnsrctan
0rnxn nrrqnrnstns (sninrcn) n
nntrnnrxtsnnsno cosctarnnoctn
0rnxn nnarctnnonnux nrorxtoa
vprsuns +kcurrtnzn:
- onnnncoao-xononnurcxns
- ssxrnntrrcxns
- ornounns
Koncnntnnroaur scnsrn a osnnctn
oorxtnanoro snrnanrnns nrqanxnnoctsk
Coctnanrnnr sninrc-nnnnoa
oqsor nnsrctan qns osrcnrurnns
xrrqntno sniu, c nocnrqskr ornxo
0rnxn nnsrctan qns rnr nrrrxoqn nn
Hrxqsnnroqnur ctnnqnrtu onnnncoao
oturtnoctn (HC10)
8 o6nacrn oqeuxn zanoroeoro
nmyecrea oqeuoauan xomnaunn
8Ak0h-Apcfop corpyunaaer co ecemn
eeynmn 6auxamn ropoa
Focroea-ua-ouy n Kmuoro
eepansuoro oxpyra.

trn. (86}) z(0-z7-z7, onxc (86}) z((-i(-78

ocrnknrostovQnnnnrt.ru
www.vrnkon.ru
8 casin c rncunrrnnrn nnur orrnnninnn
n qns sqosctan nnunx xnnrntoa, xonnnnns
8rnxon-ArcIor nrrrrxnnn a noau oonc
a cnnon rntrr Poctoan-nn-ons.
Bnu noau nqrrc:
sn. Coxonoan 8(/}0z,
ectautenaoo, pykoaoputenu anymtca oa
to, 4to ctanu sanooukamu aepyux meoepepoa
oo opopaam. ha aa asrnap, peanaoo nu ooctpouta
takym cuctemy opopa, kotopaa 6m oe saaucena ot
knm4eamx meoepepoa?
.I.: Bnonuc. B ocuonc xocn cncrcxi
xnounponaunc (cncrnnn ycncmuix xcuc(cpon
no npo(aax. Mi cxorpnx n auann:npycx, xax
oun (cnamr xono(uic :nouxn, xax niracxn-
namr nm(cn ua ncpcionopi, xax npopaarinamr
no:pacunn n :axpinamr c(cnxn. 3arcx ncpcuo-
cnx ncc rn npncxi ua pcxnaxuic xarcpnani. B
pc:ynirarc ncpnic 2/3 nopouxn npo(a xouo
nonuocrim anroxarn:nponari, n nnic npo(an-
ni no(xnmuamrcn x nponcccy ronixo ua ranc
ncpnix ccpic:uix ncpcionopon c uHPox.
0eropoa oa poctoackom pmoke ecta pap kom-
oaou, kotopme a kpusuc oa4anu pemouoroaata. +to
penata 6usoecy, ecnu kookypeotm couamt qeom?
.I.: Tyr nauo nounri o(nu ncnxonoinuc-
cxnn xoxcur. Hpnunxan pcmcunc ua B2B piuxc,
uHP (ococuuo xoi(a pcui n(cr o xpynuon c(cnxc)
oucui cnniuo pncxycr. Hcnpannniuo nipan no-
cranmnxa, ou xocr nnmnricn rcnncuixoio pao-
ucio xccra, uro n xpn:nc, coinacnrcci, xpanuc uc-
cnarcniuo. Hnorcxy n anroxpc(nr ua noconc no
c:paornnc ninnaunnari (ononiuo :arpy(unrcni-
uo. Horoxy inanuix xpnrcpncx npn niopc cra-
uonnrcn orum(i uc ncua, a (oncpnc x nocranmnxy.
Yncpcuuocri, uro, npn nopyucunn npocxra namcn
xoxnaunn y uHPa uc y(cr nponcx. Hxcuuo ua
icrpoc co:(aunc (oncpnn, a uc c:(yxuoc cun-
cunc ncu, n (onua iri uanpanncua ipaxoruan
xapxcrnuionan crparcinn.
popau 828 pasutenaoo otnu4amtca ot
opopa a ootpe6utenackom cektope. 0poum us aa-
omx otnu4u mooo oasaata pnutenaoocta opopau.
0t oepaoro o6paeoua ooteoquanaooro ookyoatena
po coaepeoua cpenku moryt opotu mecaqm. kak
pa6otata c knueotom, 4to6m sa sto apema oe oote-
pata cpenky?
.I.: Ocuonuan nponcxa cnu(pox npo-
qcccnouaniuoio noccrnrcnn. To ccri npo(anni
nocronuuo rparnr npcxn ua ncrpcun c xnncuraxn,
xoropic uaxo(nrcn n pa:paorxc, uo uc (nnia-
mr nx nun: no nopouxc npo(a. Oucui uacro npo-
ipccc no xnncury xocr iri uc nn(cu xccnnaxn.
K npnxcpy, ccnn ni npo(acrc cncrcxi anroxarn-
:annn npoximncuuix npc(npnnrnnx, ro ncpcxo(
co :nouxa ua ncrpcuy co nccxn :anurcpcconauuixn
uHPaxn (n (auuox cnyuac ro pyxono(nrcnn xnm-
ucnix no(pa:(cncunn) iniaurcxnn npiox, ua
xoropin onimnucrno norcunnaniuix xnncuron
nnonuc npc(cxa:ycxo uc ioroni. B raxnx cnyuanx
n pcxoxcu(ym (ponri pauunc rani nopouxn ua
xycouxn, xoropic norcunnaniuoxy xnncury iopa:(o
nciuc npoinornri. Hpnxcp: nxccro roio uroi ua-
npamnnaricn ua ncrpcuy nocnc ncpnoio c xourax-
ra, npc(nonrc npncnari norcunnaniuoxy xnncury
xoxnncxr (oxyxcuron (cncnnqnxannn npo(yxra,
or:ini xnncuron n r. (.) c xypicpox.
B nroic: xnncury npomc coinacnricn ua raxon
xancuixnn mai, a ni nonyuacrc n cnoc pacnopnc-
unc ornnuuin qnnirp, xoropin no:nonncr orcc-
xari mnax n c:(nri ua ncpcionopi ronixo x (cn-
crnnrcniuo :anurcpcconauuix nm(nx.
8ac oasmaamt mapketuoroamm aoturypy. o-
4emy?
.I.: Cxicn n rox, uro xuoinc n: rcx iypy,
xro :aunxacrcn oyucuncx n xoucynirnponauncx
npc(npnunxarcncn, caxn npo(anann nnn ynpan-
nnnn n:uccox pa:nc uro n cnonx uouuix xomxa-
pax, ni(anan xpacnnic rcopnn, xoropic unxax uc
no(rncp(cui pcaniuon npaxrnxon. Mon cncrcxa
ocuonaua ua npocrix n nounruix xa(oxy ynpan-
ncuny c npo(auix onirox npnunnnax, c: nnm-
ucn no(i n rcopnn. Koxy-ro raxon no(xo( xocr
noxa:aricn c:(ymuix n nnunuuix, uo ou (cn-
crnnrcniuo paoracr.