Iaiaeaeiaio
Iiiyoea “IAIAAeAEIAIO” a iineaaeiaa a?aiy ana /aua e /aua
oiio?aaeyaony a ?onneii ycuea. Ioe?uaathony “oeieu iaiaaeaea?ia”,
nicaeathony “eeoau iaiaaeaea?ia”, i?iaiaeyony “naieia?u iaiaaeaea?ia”,
ii ?aaeei ethaee ioaeatho naaa io/ao a oii, /oi aea eiaiii ne?uaaaony
ca yoei e?aneaui neiaii.
Neiaa “iaiaaeaea?” e “iaiaaeaeiaio” oiio?aaeyeenue a aiaeeeneii ycuea
aua a i?ioeii noieaoee. Ii eeoue ei aoi?ie /aoaa?oe XX aaea iie
iinoaiaiii ia/eiatho i?eia?aoaoue ii?aaeaeaiiia cia/aiea, a niioaaonoaee
n eioi?ui iaiaaeaea?ii yaeyaony /aeiaae, i?aaiecothuee eiie?aoioth
?aaioo, ?oeiaiaenoaoynue nia?aiaiiuie iaoiaeaie.
A eeoa?aoo?a iaiaaeaeiaio ii?aaeaeyaony eae oi?aaeaiea i?iecaiaenoaii,
nenoaia iaoiaeia, i?eioeeiia, n?aaenoa e oi?i oi?aaeaiey, ?ac?aaioaiiuo
e i?eiaiyaiuo a ?acaeouo no?aiao aeey iiauoaiey yooaeoeaiinoe
i?iecaiaenoaa eee eiie iauanoaaiiie aeayoaeueiinoe.
A nayce n yoei aicieeaao aii?in: anoue ee aeey ian iaiaoiaeeiinoue ia
oieueei eco/aoue, ii e aiiaua oiio?aaeyoue iiiyoea “iaiaaeaeiaio”,
anee a ?onneii ycuea nouanoaoao oa?iei “oi?aaeaiea”, a i?iaeaiu
oi?aaeaiey i?iecaiaenoaii aeinoaoi/ii iieii ?ane?uou a ioa/anoaaiiie
eeoa?aoo?a. Aeaenoaeoaeueii, yoe iiiyoey eaaeoony eaeaioe/iuie, ii a
neeo enoi?e/aneeo, iieeoe/aneeo e ?yaea ae?oaeo i?e/ei eo nouiinoue
aeaeaei iaiaeeiaeiaa.
Aieaa aeoaieia eco/aiea iaiaaeaeiaioa i?eaiaeeo e iiieiaieth
iniiaiiai ?acee/ey. Iii ninoieo i?aaeaea anaai a oii, /oi a oneiaeyo
aaeieieno?aoeaii-oicyenoaaiiie nenoaiu i?aeoe/anee aei 90-o aiaeia
oi?aaeaiea a iaoae no?aia iiae/eiaii ieaio, /anoi a oua?a ia oieueei
oaeiaeaoai?aieth iio?aaiinoae ethaeae, ii e yooaeoeaiinoe
i?iecaiaenoaa, /oi a eiia/iii eoiaa iaoneiaeeaaei oaaee/aiea ethaie
oeaiie auionea i?iaeoeoeee, ia?aie/aiea eieoeeaoeau i?iecaiaeeoaeae,
ieceoth caeioa?aniaaiiinoue a ?acoeueoaoao ?aaeecaoeee e ae?oaea
iaaaoeaiua iineaaenoaey.
Yeaeo?iiiua eaiaeu ia?eaoeiaa e aeeno?eaooeee
Eiioeaioeey ia?eaoeiaa ca iiiaea aiaeu naiaai nouanoaiaaiey i?aoa?iaea
?yae eciaiaiee. Naaiaeiy iaeaieueooth iiioey?iinoue i?eia?aea iiaeaeue
“ia?eaoeiaiaiai oi?aaeaiey”, o.a. aeieoin?i/iiai ieaie?iaaiey e
i?iaiice?iaaiey, iie?athuayny ia eneaaeiaaieyo ?uiea, iiaaaeaiey e
i?eau/ae iieoiaoaey, eniieueciaaiea eiiieaeniuo iaoiaeia oi?ie?iaaiey
ni?ina e noeioee?iaaiea iin?aaeiee?a, oaeiaeaoai?aiea iio?aaiinoae
eiie?aoiuo oeaeaauo a?oii iieoiaoaeae. A oeaio?a nia?aiaiiie eiioeaioeee
ia?eaoeiaa iaoiaeeonyiio?aaeoaeue. E anee aei iineaaeiaai a?aiaie
aiciiaeiinoue iieo/aiey aai “?aioaaiianeiai nieiea” i?aaenoaaeyeanue
i?aeoe/anee ia?aaeeuoaiie, oi ni noaiiaeaieai eioa?aeoeaiuo eaiaeia
nayce ia/ou i “i?ic?a/iii” iieoiaoaea noaee i?eia?aoaoue ?aaeueiua
oi?iu.
Nia?aiaiiia iauanoai i?aaeinoaaeyao ana aieueoaio eiee/anoao naieo
/eaiia i?aai auai?a i?e iieoiea oiaa?ia e oneoa. E auai? yoio a ia?aoth
i/a?aaeue aace?oaony ia ea/anoaa ianeoaeeaaiey. Iio?aaeoaeue oaea
ioeaiee i?aeiouanoaa eioa?aeoeaiiai eiioaeoa n i?iaeaaoeii, aeaaiuie ec
eioi?uo yaeythony auno?ay ?aaeoeey ia cai?inu, aunieay nei?inoue
auiieiaiey caeacia, oaeianoai iieo/aiey ii/oe iaia?aie/aiiie
eioi?iaoeee.
Enneaaeiaaiey, i?iaaaeaiiua a Aa?iaiee, iieacuaatho, /oi n?aaeiee
aic?ano iooaoanoaeieeia ii eeaa?i?ino?ainoao ninoaaeyao 29 eao; 62% ec
ieo eee eiatho aunoaa ia?aciaaiea, eee aeecee e aai caaa?oaieth.
Aunoea ?oeiaiaeeoaee ?yaea eiiiaiee i?iaeieaeatho n/eoaoue, /oi
eiioeiaaio iieueciaaoaeae aeiaaeueiuo naoae ninoaaeytho eeoue iaeie
nooaeaiou e oieaa?neoaoneea i?ioanni?a, eioi?ua a eeaa?i?ino?ainoaa
caieiathony eneeth/eoaeueii iieneii iao/iie eioi?iaoeee e ie/aai ia
iieoiatho. Aeaiiua iaiaoeeeo eiiia?/aneeo aaieia naeaeaoaeuenoaotho ia
ia?aoiii. Oae aieueoay /anoue ia?auaiee e WEB-na?aa?o e?oiiaeoaai ec ieo
– Deutsche Bank – inouanoaeyaony n aeiiaoieo IE e n iano ?aaiou, a ia ec
aocianeeo e oeieueiuo noai.
Ioee/eoaeueiie iniaaiiinoueth INTERNET eae iiaie eio?ano?oeoo?u
ia?eaoeiaa e nauoa yaeyaony oio oaeo, /oi caeanue iiea ia aeaenoaoao
iniiaiie i?eioeei ?uii/iie yeiiiieee: ni?in ?iaeaeaao i?aaeiaeaiea. Iiuo
iiiaeo no?ai naeaeaoaeuenoaoao, /oi ia iio?eaeoaeue ii?aaeaeyao iauai
oeeo?iauo oneoa. Iai?ioea, iinoaaueee e i?iecaiaeeoaee i?eoiaeyo e
auaiaeo i iaiaoiaeeiinoe ani?uaiooue ia iiaeiiaeo iooiaeyuaai yeni?ann
“INTERNET”. E iauyniyaony yoi ia oieueei aii?inaie i?anoeaea, ii e
iianaieai, /oi eo/oea ianoa ia yoii ia?nieoeaiii ?uiea ?anoaaoatho
ae?oaea.
Ia iaiaa aaaeiui i?aeiouanoaii yeaeo?iiiuo eaiaeia yaeyaony aieaa
oanoiue eiioaeo n iieoiaoaeai. Eioa?aeoeaiue eiioaeo n iieoiaoaeai
iaania/eaaao oaeaea aieaa oanioth i?eayceo eo e oe?ia.?aaiae Ieeuenii,
aee?aeoi? eioi?iaoeeiiiiai ioaeaea iaeiiai ec e?oiiaeoeo oiaiauo aeiiia
a O?A Karstadt, ia niiiaaaaony a oii, /oi a aae aeiaaeueiie yeaeo?iiiie
oi?aiaee aieiaoaeueiia ioiioaiea e iieoiaoaeth noaiao ?aoathuei oaeoi?ii
a eiieo?aioiie ai?ueaa, iineieueeo niia?ieee aoaeoo iaoiaeeony ia
?annoiyiee iaeiiai uae/ea iuoe.
2. Yeaeo?iiiua eaiaeu ia?eaoeiaa e aeeno?eaooeee
“Ianaeaiea” eeaa?i?ino?ainoaa iiea ninoieo ii/oe eneeth/eoaeueii ec
ioae/ei (ii ?acee/iui ioeaieai, ia 70-90%). A yoie nayce, iai?eia?,
iinoaaueee aaoiiiaeeae iaoiaeyony a eo/oai iieiaeaiee ii n?aaiaieth n
i?iaeiaoeaie i?iaeoeoia ieoaiey e iaeaaeaeu, oae eae iineaaeiea
auae?athony a iniiaiii aeaiueiu, a iie iiea aua aeaeaee io IE.
I?iaeaeaaaiue oiaa? aeieaeai i?aaenoaaeyoue eioa?an aeey aic?anoiie
eaoaai?ee 18 – 40 eao, iineieueeo eiaiii e iae ioiineony 70% “ianaeaiey”
eeaa?i?ino?ainoaa.
Iaeuecy, iaeiaei, oioneaoue ec aeaeo oio oaeo, /oi noii?ioeaioiua
iio?aaeoaee yeaeo?iiiiai ?uiea, eioi?uo a ?innee, ia aieueoa
iieoieeeiia, eiatho ?iaenoaaiieeia e ae?ocae , a aieueoeinoaa naiai aua
ia iiciaaoeo aiciiaeiinoae eeaa?iaoe/aneiai ie?a, ii yaeythueony aai
einaaiiuie iio?aaeoaeyie.
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