ࡱ> Z\Y`$\bjbjss.hhhhhhhh|\$|u v$$H${hb9h\\\hh/\^hh\hh PEE0uE`:EEh \\\\\\\\\\u\\\\||| ||||||hhhhhh . AA;54>20=85 @K=:0 BC@8ABA:8E CA;C3 =0 ?@8<5@5 ;N1>3> BC@8ABA:>3> @54?@8OB8O ## 800@. !>45@60=85  TOC \o "1-3" \h \z \u 2545=85& & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & .3 1. A>15==>AB8 @K=:0 BC@8AB8G5A:8E CA;C3 :0: >1J5:B0 <0@:5B8=3>2>3> 8AA;54>20=8O& & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & ...4  HYPERLINK \l "_Toc135241540" 1.1!CI=>ABL 8 A?5F8D8:0 BC@8AB8G5A:>3> @K=:0 & & & & & & & & & & & & & & & & & 4  HYPERLINK \l "_Toc135241541" 1.2. !53<5=B0F8O @K=:0 BC@8AB8G5A:8E CA;C3& & & & & & & & & & & & & & & & & & & 8  HYPERLINK \l "_Toc135241542" 1.3. 7CG5=85 ?>B@518B5;59 :0: >4=0 87 A>AB02;ONI8E 0=0;870 @K=:0 BC@8AB8G5A:8E CA;C3.  PAGEREF _Toc135241542 \h 11  HYPERLINK \l "_Toc135241543" 2. 0@:5B8=3>2>5 8AA;54>20=85 8653>@>4A:>3> @K=:0 BC@8AB8G5A:8E CA;C3 =0 ?@8<5@5 BC@8AB8G5A:>9 D8@<K 0;0B5O.  PAGEREF _Toc135241543 \h 14  HYPERLINK \l "_Toc135241544" 2.1. A>15==>AB8 <0@:5B8=3>2KE 8AA;54>20=89 BC@8AB8G5A:>3> @K=:0  PAGEREF _Toc135241544 \h 14  HYPERLINK \l "_Toc135241545" 2.2. %0@0:B5@8AB8:0 BC@8AB8G5A:>9 D8@<K 0;0B5O 17  HYPERLINK \l "_Toc135241557" 2.3. =0;87 8653>@>4A:>3> @K=:0 BC@8AB8G5A:8E CA;C3 8 8=D>@<0F8>==0O 1070 53> 87CG5=8O.  PAGEREF _Toc135241557 \h 18  HYPERLINK \l "_Toc135241558" 3. !>2@5<5==>5 A>AB>O=85, ?@>1;5<K 8 ?5@A?5:B82K @>AA89A:>3> @K=:0 BC@8AB8G5A:8E CA;C3  PAGEREF _Toc135241558 \h 27  HYPERLINK \l "_Toc135241559" 0:;NG5=85  PAGEREF _Toc135241559 \h 31  HYPERLINK \l "_Toc135241560" !?8A>: 8A?>;L7>20==>9 ;8B5@0BC@K  PAGEREF _Toc135241560 \h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h j   \ ^ ` غ毫|n|U0jhM]hv0J>*B*UmHnHphuhk;hv5CJNHaJhv5CJaJhk;hv5CJaJ hM]hvjhvU h 9hvhvhnQhnQ5OJQJ^Jhhv5NHOJQJ^JhhnQ5OJQJ^Jhhv5OJQJ^Jhv5OJQJ^JhvB*OJQJ^Jph@j ^ "  8rB $dh`a$gdv $dha$gdv  $ dhgdv$dh`a$gdv$a$gdv$\` b " $ & ^ ` b d " $ & ˲롲߲덲낲߲n`N`#jhM]hvUmHnHuhM]hvmHnHu&jhM]hvUmHnHuhvmHnHu&j}hM]hvUmHnHu!hv0J>*B*mHnHphu0jhM]hv0J>*B*UmHnHphu&jhM]hvUmHnHuhM]hvmHnHu'hM]hv0J>*B*mHnHphu        T V X Z <>@tvx|~ڶtt`ڶG0jh7Dhv0J>*B*UmHnHphu&jqhM]hvUmHnHuhM]hvmHnHu&jhM]hvUmHnHu'hM]hv0J>*B*mHnHphuhM]hvmHnHu0jhM]hv0J>*B*UmHnHphuhvmHnHu#jhM]hvUmHnHu&jwhM]hvUmHnHuDFH|~.02468:<t˲뤒~s߲_sN߲!hv0J>*B*mHnHphu&jh7DhvUmHnHuhvmHnHu&jkh7DhvUmHnHu#jh7DhvUmHnHuh7DhvmHnHu0jh7Dhv0J>*B*UmHnHphu&jh7DhvUmHnHuh7DhvmHnHu'h7Dhv0J>*B*mHnHphutvxz,.0dfhlnprtv`bd׾밞ss_밞Ks&jh7DhvUmHnHu&j_h7DhvUmHnHuh7DhvmHnHuhvmHnHu&jh7DhvUmHnHu#jh7DhvUmHnHuh7DhvmHnHu0jh7Dhv0J>*B*UmHnHphu&jeh7DhvUmHnHu'h7Dhv0J>*B*mHnHphu468<>@BDF~ӳӥt`ӥLt&jh7DhvUmHnHu&jSh7DhvUmHnHuhvmHnHu&jh7DhvUmHnHu#jh7DhvUmHnHuh7DhvmHnHu&jYh7DhvUmHnHuh7DhvmHnHu'h7Dhv0J>*B*mHnHphu0jh7Dhv0J>*B*UmHnHphu  $&Z\FH  Z!\!!!4"6"8""yyrg_ghvB*phh# [hvB*ph h# [hvh$ hvNH h$ hvhkghvNH hkghvh2YhvNH h2Yhvh7hv5CJaJhv h 9hvjhvUh7DhvmHnHu0jh7Dhv0J>*B*UmHnHphu#jh7DhvUmHnHu"$&!8""6##t$%%%L'$a$gdv$dh[$\$`a$gdv$dh-D7$8$H$M `a$gdv$dh`a$gdv dh`gdv$a$gdv$dh[$\$`a$gdv""""2#4#8#:##Z$\$t$$$%%*%,%6%:%B%D%N%f%l%|%%%%%%%%6&&&&&J'L'''>ɾߝvvomU hZhvhkghvNH hkghvhwshv5CJaJ h# [hvhv hPhvhe%hv5CJNHaJhe%hv5CJaJhe%hvB*phhL#hvB*phhVhvB*phhvB*phh# [hvB*phh# [hvB*NHph*:>B>@KE >15A?5G8205BAO =081>;55 ?>;=>5 C4>2;5B2>@5=85 A?@>A0 =0A5;5=8O 2 BC@8AB8G5A:8E CA;C30E, 8 A>740NBAO ?@54?>AK;:8 4;O MDD5:B82=>3> 8E A1KB0.  A>>B25BAB288 A MB8< ?5@2>>G5@54=>9 7040G59 87CG5=8O @K=:0 O2;O5BAO >F5=:0 B5:CI53> A>>B=>H5=8O A?@>A0 8 ?@54;>65=8O =0 BC@8AB8G5A:85 CA;C38, B.5. :>=JN=:BC@K @K=:0. AA;54>20=85 BC@8ABA:>3> @K=:0 F5;5A>>1@07=> ?@>2>48BL ?> A;54CNI8< =0?@02;5=8O<: - ?@54AB028BL B5:CI55 A>AB>O=85 BC@8ABA:>3> @K=:0 ?> >A=>2=K< M:>=><8G5A:8< ?>:070B5;O<; - @0A:@KBL >A=>2=K5 M2>;NF8>==K5 ?@>F5AAK 8 B5=45=F88 @0728B8O @K=:0 ?@54;>65=8O BC@8ABA:8E CA;C3; - >?@545;8BL A>AB>O=85 A?@>A0 =0 BC@8ABA:85 CA;C38 8 B5=45=F88 2 53> 48=0<8:5.  =0AB>OI55 2@5<O ?>;=>F5==>9 3>B>2=>AB8 BC@8AB8G5A:>3> @K=:0 : H8@>:8< <0@:5B8=3>2K< 8AA;54>20=8O< 5I5 =5B, D8@<K G0I5 2A53> >1E>4OBAO A>1AB25==K<8 A8;0<8 157 ?@82;5G5=8O A?5F80;878@>20==KE D8@<.  @57C;LB0B5 <0@:5B8=3>2>3> 8AA;54>20=8O @K=:0 BC@8AB8G5A:8E CA;C3 8653>@>4A:>9 >1;0AB8 1K;> CAB0=>2;5=>: - :>;8G5AB2> 2K5760NI8E 87 8653>@>4A:>3> @538>=0 BC@8AB>2 7=0G8B5;L=> ?@52KH05B ?>B>: 2J5760NI8E AN40 BC@8AB>2; - 2K5760NB =8653>@>4A:85 BC@8ABK 2 >A=>2=>< 2 AB@0=K 40;L=53> 70@C156LO, <5=LH5 2A53>  2 8653>@>4A:CN >1;0ABL; - ?@8G8=K >B:070 >B ?CB5H5AB289 ?> 8653>@>4A:>9 >1;0AB8: =58=B5@5A=>, 1>;LH5 8=B5@5ACNB 4@C385 3>@>408 =87:89 C@>25=L A5@28A0; - ?@8G8=K 2K1>@0 ?CB5H5AB289 ?> 8653>@>4A:>9 >1;0AB8: >?B8<0;L=>5 A>>B=>H5=85 F5=K 8 :0G5AB20 8 1>;55 =87:85 F5=K; - ?@>3=>7 C25;8G5=8O A?@>A0 =0 BC@K ?> >AA88 8 8653>@>4A:>9 >1;0AB8 2 2006 2007 33. - =0?@02;5=8O ?>2KH5=8O :0G5AB20 BC@8AB8G5A:8E CA;C3 2 8653>@>4A:>< @538>=5: ?>2KH5=85 :0G5AB20 CA;C3 ?> @07<5I5=8N; C;CGH5=85 :0G5AB20 4>@>3; @0AH8@5=85 0AA>@B8<5=B0 ?@54;0305<KE CA;C3; ?>2KH5=85 :20;8D8:0F88 ?5@A>=0;0. !?8A>: 8A?>;L7>20==>9 ;8B5@0BC@K 1. C;O52 .. @30=870F8O BC@8ABA:>9 45OB5;L=>AB8: #G51. >A>185 -.: -, 2004.  312 A. 2. ;L8=0 .. A=>2K BC@8AB8G5A:>9 45OB5;L=>AB8: #G51.- .: >AA89A:89 <564C=0@>4=K9 8=AB8BCB BC@87<0, 2003.  240 A. 3. >@8A>20 .. 0@:5B8=3 2 BC@87<5: #G51. >A>185- .: ", 2005.  68 A. 4. !28@84>2 . 1I85 ?@8=F8?K <0@:5B8=3>2>3> 0=0;870 @K=:0 BC@8ABA:8E CA;C3//  HYPERLINK "http://www.marketing.spb.ru/read.htm" http://www.marketing.spb.ru/ 5. /=:528G .!., 57@C:>20 .. 0@:5B8=3 2 3>AB8=8G=>9 8=4CAB@88 8 BC@87<5: @>AA89A:89 8 <564C=0@>4=K9 >?KB. -.: $8=0=AK 8 AB0B8AB8:0, 2002.- 204 A. 6. 03852 . ., @5=:>2 . . A=>2K <0@:5B8=3>2KE 8AA;54>20=89 - !1: !1#-$, 2004.-63 A. 7. >B;5@ $. A=>2K <0@:5B8=30 - .: 0@:5B8=3, 2004.-179 A. 8. >BKH8=0 . !. 5B>4K 8 <>45;8 <0@:5B8=3>2KE 8AA;54>20=89  .: $ -,2005. 74 A. 9. 5;O52A:89 .. 0@:5B8=3>2>5 8AA;54>20=85: 8=D>@<0F8O, 0=0;87, ?@>3=>7: #G51. ?>A>185  .: $8=0=AK 8 AB0B8AB8:0, 2003. 320A. 10. >;C1:>2 .. 0@:5B8=3>2K5 8AA;54>20=8O: B5>@8O, <5B>4>;>38O, ?@0:B8:0  .: $8=-?@5AA, 2002.  464 A. 11. !00: .-., H5=8G=KE ... 0@:5B8=3 2 A>F80;L=>-:C;LBC@=>< A5@28A5 8 BC@87<5: >=A?5:B ;5:F89.  "030=@>3: 74-2> " "#, 2005.  268 A. 12. 0?8@O= . . 0@:5B8=3 2 BC@87<5 - .: $8=0=AK 8 AB0B8AB8:0, 2003.-147 A. 13. .@8: .. =0;87 A>2@5<5==>3> A>AB>O=8O @>AA89A:>3> @K=:0 BC@8AB8G5A:8E CA;C3 // 0@:5B8=3 2 >AA88 8 70 @C156><.- 2005.- !2.- !. 45-48 14. D@5<>20 .. 7CG5=85 CA;C3 =0 =8653>@>4A:>< BC@8AB8G5A:>< @K=:5 // 0@:5B8=3 2 >AA88 8 70 @C156><.-2005.- !9.- !. 63-64 15. 5@A?5:B82K @0728B8O BC@8AB8G5A:>3> 187=5A0 //  HYPERLINK "http://www.myideas.ru/index1.html 16" http://www.myideas.ru/index1.html 16. AA;54>20=85 @>AA89A:>3> @K=:0 BC@8AB8G5A:8E CA;C3  HYPERLINK "http://www.rostournews.ru/" http://www.rostournews.ru/ 17. 5G8?>@5=:> . A>15==>AB8 <0@:5B8=3>2KE 8AA;54>20=89 2 BC@87<5// C@=0;  HYPERLINK "http://www.marketingpro.ru/" \t "_blank" 0@:5B8=3 @>,  HYPERLINK "http://www.marketingpro.ru/" http://www.marketingpro.ru/ >>>>>(?*?Z?\???@@L@N@r@t@AAAAAAAABB$C&C,CRChC~CCZD\DDDDD ELENExEEE$F&FFFHFzFGG\GGGJHLH^HHH I IFIIIIIJJh02GhvNH hvNH h02GhvhkghvNH hkghv hkhvhOnhvNH hOnhvhZhvNHhv hZhvEL't@AAB.CDEtFVGXH@IIKKKLMO@OBOzO|OFQHQlRnRUULUNUVVVVRWnWWWTXVXXXYYYdYfYYYYٷŧّٟłhPhv0J>*B*phjV hPhvUhPhv\hPhv0J>*B*\phjMhPhvUjhPhvUhPhvNH hPhvhb#hv5CJaJh02GhvNHhv h02Ghv3~OPhQQRSzTU0VJWHXY`Y^Z\ \"\$\$dh`a$gdv$dh[$\$`a$gdv$dh7$8$H$`a$gdvYY"Z$Z&ZZZ\ZZZd[f[[[[[[[[\\\ \"\$\hv h$ hvhPhv0J5\jB hPhvUhPhv0J>*B*phja hPhvU hPhvjhPhvU,1h. A!"R#n$n% }DyK _Toc135241540}DyK _Toc135241541}DyK _Toc135241542}DyK _Toc135241542}DyK _Toc135241543}DyK _Toc135241543}DyK _Toc135241544}DyK _Toc135241544}DyK _Toc135241545}DyK _Toc135241557}DyK _Toc135241557}DyK _Toc135241558}DyK _Toc135241558}DyK _Toc135241559}DyK _Toc135241559}DyK _Toc135241560}DyK _Toc135241560 DyK %http://www.marketing.spb.ru/read.htmyK Jhttp://www.marketing.spb.ru/read.htm DyK &http://www.myideas.ru/index1.html 16yK Jhttp://www.myideas.ru/index1.html 16DyK http://www.rostournews.ru/yK 6http://www.rostournews.ru/DyK http://www.marketingpro.ru/yK 8http://www.marketingpro.ru/B@B v1KG=K9CJ_HaJmHsHtH`@` v 03>;>2>: 1dd@&[$\$5B*CJ KH$\aJ phBA@B A=>2=>9 H@8DB 0170F0XiX 1KG=0O B01;8F04 l4a .k. 5B A?8A:08U@8 v 8?5@AAK;:0 >*phD^@D v 1KG=K9 (251)dd[$\$B@B v 3;02;5=85 1dd[$\$HB@"H vA=>2=>9 B5:AB$a$ B*phHO1H vwheader1 57>*CJS*Y(\aJphhIV[abcno/AS   N :!s/~D!@>4$ n00000000000000000000000h00h00h00h00h00h00h00h00h00000000000000000000000000000000000 0@0 00000` t">JY$\/13L'~O$\02$\o/O[j;>?Aa<1MPQSsS>sc XXX%ĕX%ĕX%ĕXX%ĕX%ĕX%ĕX%ĕ̕XXXXX _Toc135241537 _Toc135241538 _Toc135241559 _Toc135241560  9[_7A (,[a#%;<01!"3<Ic/7>[_nQv@``0u``4`` ``>UnknownGz Times New Roman5Symbol3& z ArialOz Times New Roman CYR"qhk&Z8Z8Yn24 `HX(?v2Anna ChernenkoAnna ChernenkoOh+'0h  $ 0 <HPX`Anna Chernenko Normal.dotAnna Chernenko3Microsoft Office Word@F#@&.}wv@p<>Z՜.+,D՜.+,4 hp  HOME8    8@ _PID_HLINKSAhZ-vBhttp://www.marketingpro.ru/R -v?http://www.marketingpro.ru/R ||<http://www.rostournews.ru/R M9%http://www.myideas.ru/index1.html 16R  6%http://www.marketing.spb.ru/read.htmR 5/R _Toc1352415605)R _Toc1352415595#R _Toc1352415585R _Toc1352415575R _Toc1352415455R _Toc1352415445R _Toc1352415435R _Toc1352415425R _Toc1352415415R _Toc135241540  !"#$%&'()*+,-./012346789:;<>?@ABCDEFGHJKLMNOPRSTUVWX[Root Entry FpUE]Data 51Table=EWordDocument.hSummaryInformation(IDocumentSummaryInformation8QCompObjq  F Microsoft Office Word MSWordDocWord.Document.89q