IEIENOA?NOAI IA?ACIAAIEss ?ANIOAEEEE AAEA?ONUe
AAEI?ONNEEE AINOAeA?NOAAIIUE YEIIIIE*ANEEE OIEAA?NEOAO
eaoaae?a oi?aaeaiey i?aaei?eyoeyie oi?aiaee
EO?NIAAss ?AAIOA
ii i?aaiecaoeee oi?aiaee
ia oaio: «I?aaiecaoeey yeaeo?iiiie oi?aiaee e ia?niaeoeau aa ?acaeoey”
nooaeaioa AOO, 4 eo?n a?. AeAA-2,oeo? 984028 …………. Eeneaeei E.A.
?oeiaiaeeoaeue ………….. Eeei/aiy E. N.
IEINE, 2002
Iaeaaeaiea TOC \o “1-3”
Aaaaeaiea.
1. Nouiinoue e ia?niaeoeau yeaeo?iiiie oi?aiaee
2. Oi?iu e aeaeu yeaeo?iiiie oi?aiaee
3. I?aaiecaoeey yeaeo?iiiie oi?aiaee a nia?aiaiiuo oneiaeyo
3.1 Ninoiyiea e ia?niaeoeau yeaeo?iiiie oi?aiaee oeia
aecian-iieoiaoaeue.
3.2 Ninoiyiea e ia?niaeoeau yeaeo?iiiie oi?aiaee oeia aecian-aecian.
3.3 Yeaeo?iiiay oi?aiaey: ii?iu, i?aaeea, iaaeaeoia?iaeiue iiuo
Caeeth/aiea
Nienie eniieueciaaiiuo enoi/ieeia
Aaaaeaiea.
Iiyaeaiea aeiaaeueiuo naoae nayce, e a ia?aoth i/a?aaeue – Eioa?iao,
i?eaaei e ianoiyuae ?aaiethoeee a iaeanoe i?aaiecaoeee e aaaeaiey
eiiia?/aneie aeayoaeueiinoe. I?aia?aciaaiey einioeenue eae aiaoieo
ioiioaiee iaaeaeo eiiiaieyie e eo ia?oia?aie eee eeeaioaie, oae e
aioo?aiiae no?oeoo?u naieo eiiiaiee. Iiyaeeenue ia oieueei iiaua
iai?aaeaiey aaaeaiey aeciana, ii e i?eioeeieaeueii eciaieeenue oaea
nouanoaothuea.
A iineaaeiea aiaeu yoe oaiaeaioeee noaiiayony ana aieaa yaiuie. Niaeanii
enneaaeiaaieth niaoeeaeenoia eiiiaiee Intel (www.intel.com), e 2002
aiaeo /enei iieueciaaoaeae Eioa?iao aeinoeaiao ieeeea?aea, a iai?io
yeaeo?iiiie eiiia?oeee au?anoao aei o?eeeeiia aeieea?ia.
Iiaeiaiua enneaaeiaaiey e?anii?a/eai naeaeaoaeuenoaotho i oii, /oi
eiiiaiey, iaaeio/eouaathuay iioaioeeae yeaeo?iiiiai aeciana e
yeaeo?iiiie eiiia?oeee, iiaeao oo?aoeoue naie eiiia?/aneea iiceoeee iiae
iaoeneii aieaa niiniaiuo e aaeaioaoeee a oneiaeyo iiauo ?aaeee ?uiea
eiieo?aioia.
Iaeiaei a ?anioaeeea Aaea?onue eioa?iao iaoiaeeoueny a ca/aoi/iii
ninoiyiee, e iiaei au iieacaoueny, /oi eioa?iao oi?aiaey o ian ia
?acaeoa. E yoi aeaenoaeoaeueii oae. Eioa?iao ii?oaeu iiaeii ia?an/eoaoue
ii iaeueoeai. I?aaenoaaeoaeuenoaa e?oiiuo eiiiaiee a naoe auiieiytho
oieueei eieaeaeaaoth ooieoeeth. Iaeiaei ii aeaiiui iieneiaie nenoaiu
All.by a aaei?onneie /anoe eioa?iaoa iaoiaeeoueny /ooue iaiaa noa
eioa?iao iaaaceiia. E yoi cia/eo, /oi ii-eaeiiaay oi?aiaey ?acaeaaaony.
Iaeiaei iieiioeaiiia ?acaeoea yoie iaeanoe – yoi ia oieueei nicaeaiea
iaaaceiia, yoi eiiieaeniue i?ioeann, ni naieie caeiiaie e i?aaeeaie.
Eioa?iao – yoi oaoiieiaey aoaeouaai. E iaiaoiaeeii ciaoue, eae
yooaeoeaii eniieueciaaoue yoo oaoiieiaeth.
A nayce n yoei iaienaiea aeaiiie eo?niaie ?aaiou e eco/aiea aeaiiie
i?iaeaiu i?aaenoaaeyaony iia ia oieueei eioa?aniui, ii e e?aeia
iieaciui.
I?e iaienaiee eo?niaie a aeaeo niaoeeoe/iinoe oaiu, iiith auee
eniieueciaaiu oieueei eioa?iao enoi/ieee.
Iaeaieaa eioa?aniua e iieaciua iaoa?eaeu auee iaeaeaiu iiith ia
hyperlink http://www.bastion.ru Ioeaea! Caeeaaeea ia ii?aaeaeaia. ,
hyperlink http://www.telenews.ru Ioeaea! Caeeaaeea ia ii?aaeaeaia. ,
hyperlink http://www.ne-business.nm.ru Ioeaea! Caeeaaeea ia
ii?aaeaeaia. , hyperlink http://www.magazin.ru Ioeaea! Caeeaaeea ia
ii?aaeaeaia. , hyperlink http://www.e-management.ru Ioeaea! Caeeaaeea
ia ii?aaeaeaia. , www.pcclub.com.ua, hyperlink http://www.ibiz.ru
Ioeaea! Caeeaaeea ia ii?aaeaeaia. . Oioy e ia any eioi?iaoeey n ieo
eniieueciaaeanue, ii oai ia iaiaa iie ana aeinoieiu oiiieiaiey.
Iiiaea ec ieo yaeythony oaeaea oi?aiauie ieiuaaeeaie ii i?iaeaaea
?acee/iuo oneoa. Iaeiaei eioi?iaoeey i?aaenoaaeaiiay ia ieo yaeeanue
iaioeaieiui iiaenii?ueai a iaienaiee aeaiiie ?aaiou. O?oaeii auaeaeeoue
?ano?n, eioi?ue yaeyaony iaeeo/oei a aeaiiie iaeanoe. Ana iie oieeaeueiu
ii naiaio iaiieiaieth, e iiaoo i?aoaiaeiaaoue ia caaiea eo/oaai, ii
iiaeaeoe ie iaeei ec ieo iieiinoueth aeaiioth oaio ia ioaaoee.
Oaeaea noieo caiaoeoue, /oi a aaei?onneie /anoe eioa?iaoa iao ?ano?nia
iinayuaiiuo oaia aeaiiie eo?niaie, ii a aieueoae /anoe, oi /oi
ni?aaaaeeeai nae/an aeey ?innee, aoaeao ni?aaaaeeeai a nei?ii a?aiaie e
aeey Aaei?onnee.
Oeaeueth aeaiiie ?aaiou yaeyaony ii?aaeaeaiea iniiaiuo i?eioeeiia
eniieueciaaiey eioa?iaoa a oi?aiaie aeayoaeueiinoe i?aaei?eyoee. E
auyniaiey niiniaia iioeiecaoeee yoie aeayoaeueiinoe.
1. Nouiinoue e ia?niaeoeau yeaeo?iiiie oi?aiaee
*anoi i?ienoiaeeo iooaieoea aeaoo aaciauo iiiyoee: e-eiiia?oeee e
e-aeciana.
Niaeanii ii?aaeaeaieth niaoeeaeenoia eiiiaiee IBM, yeaeo?iiiue aecian
(e-aecian) – i?aia?aciaaiea iniiaiuo aecian-i?ioeannia i?e iiiiue
Eioa?iao oaoiieiaee.
Oaeei ia?acii, e-aecianii iu iacuaaai ethaoth aeaeiaoth aeoeaiinoue,
eniieuecothuoth aiciiaeiinoe aeiaaeueiuo eioi?iaoeeiiiuo naoae aeey
i?aia?aciaaiey aioo?aiieo e aiaoieo naycae n oeaeueth nicaeaiey i?eauee.
Aioo?aiiyy i?aaiecaoeey eiiiaiee ia aaca aaeeiie eioi?iaoeeiiiie naoe
(eio?aiao), iiauoathuae yooaeoeaiinoue acaeiiaeaenoaey nio?oaeieeia e
iioeiece?othuae i?ioeannu ieaie?iaaiey e oi?aaeaiey; aiaoiaa
acaeiiaeaenoaea (yeno?aiao) n ia?oia?aie, iinoaaueeaie e eeeaioaie – ana
yoi ninoaaiua /anoe e-aeciana.
Yeaeo?iiiay eiiia?oeey yaeyaony aaaeiaeoei ninoaaiui yeaiaioii
e-aeciana. Iiae yeaeo?iiiie eiiia?oeeae (e-eiiia?oeey) iiae?acoiaaathony
ethaua oi?iu aeaeiaie naeaeee, eioi?ay i?iaiaeeony n iiiiuueth
eioi?iaoeeiiiuo naoae.
A ?innee a ea/anoaa “eieiiioeaa” ?acaeoey yeaeo?iiiiai aeciana iiaoo
aunooieoue i?aaeaea anaai e?oiiua ?inneeneea eiiiaiee, oaeea eae ?AI
“AYN”, IAI “Aaci?ii”, IE “EOEIee”, “THEIN”, “Eioa??in”. Eae oaea
ioia/aeinue, aeey yoiai iie eiatho iauaeoeaiua i?aaeiinueee:
– nia?aiaiioth eiiiuethoa?ioth oaoieeo e n?aaenoaa nayce;
– ei?ii?aoeaiua eioi?iaoeeiiiua nenoaiu n aunieei o?iaiai eioaa?aoeee;
– auoiaeu a naoue Eioa?iao, iiuo eniieueciaaiey Web-oaoiieiaee e iaee/ea
niioaaonoaothueo niaoeeaeenoia;
– oeiainiaua aiciiaeiinoe i?eaea/aiey e ?acaeoeth yeaeo?iiiiai aeciana
aaaeoueo eiinaeoeiaiauo, eiiiuethoa?iuo eiiiaiee, a oaeaea eiiiaiee,
niaoeeaeece?othueony ia ?ac?aaioea eioi?iaoeeiiiuo oaoiieiaee.
E?oiiua ?inneeneea ei?ii?aoeee, eiathuea cia/eoaeueiua iauaiu yenii?oa e
iaoe?iua aiaoiayeiiiie/aneea nayce, i?inoi ia iiaoo iicaieeoue naaa
inoaoueny aia i?ino?ainoaa nia?aiaiiiai ie?iaiai ?uiea, a eioi?ii ana
aieueoay aeiey ia/eiaao i?eoiaeeoueny ia aai yeaeo?iiioth /anoue.
Iiyoiio iie aeieaeiu auoue oaoie/anee e eioi?iaoeeiiii aioiau anee ia e
nicaeaieth nianoaaiiuo io?aneaauo yeaeo?iiiuo ae?ae, oi, ai anyeii
neo/aa, e aeoeaiiio o/anoeth a aeayoaeueiinoe oaea nouanoaothueo.
Aieueoea iauaiu i?iaeaae iicaieytho, aeaaea a neo/aa ?aaeecaoeee ia
ia?auo yoaiao iacia/eoaeueiie /anoe i?iecaiaeeiie i?iaeoeoeee,
iaania/eaaoue yeiiiie/aneoth yooaeoeaiinoue naieo yeaeo?iiiuo ieiuaaeie.
Neaaeoao eiaoue, /oi iiiaeie e?oiiuie ?inneeneeie ei?ii?aoeeyie,
iniaaiii a iaooaaaciaie io?anee, cia/eoaeueiua iauaiu i?iaeoeoeee
caeiio?aeoiaaiu a ?aieao aeieain?i/iuo aeiaiai?ia, iiiaea ec eioi?uo e
oiio aea aunooiatho a ea/anoaa aa?aioee ii aeieaia?aiaiiui
iaycaoaeuenoaai. Iiyoiio ?inneeneea eiiiaiee ia iiaoo naiaiaeii
?anii?yaeaoueny anae i?iecaiaeeiie i?iaeoeoeeae. A oaeie neooaoeee
ia?niaeoeaiui naeoi?ii ?uiea aeey aiaae?aiey oaoiieiaee yeaeo?iiiie
eiiia?oeee iiaeao noaoue ?acaeaathueeny a Aa?iia iioiaue ?uiie, aeathuee
aiciiaeiinoue ?aaeeciauaaoue aeiiieieoaeueiua (iiieii caeiio?aeoiaaiiuo)
iauaiu i?iaeoeoeee ia aeieain?i/iuo oneiaeyo. Iai?eia?, caieaie?iaaiiua
ia oaeouee aiae iioiaua i?iaeaaee aaca n?aaieoaeueii iaaaeeee – 600-700
iei. i3. Iaeiaei, i?eieiay ai aieiaiea aiciiaeiue aeaoeoeeo aaca a
Aaeeeia?eoaiee, a aeeaeaeoea aiaeu iie iiaoo aic?anoe a ianeieueei ?ac.
Aunieee o?iaaiue aeeaa?neoeeaoeee i?iecaiaenoaa e?oiiuo ?inneeneeo
ei?ii?aoeee e iaee/ea cia/eoaeueiiai /enea aei/a?ieo e caaeneiuo
iauanoa, i?iecaiaeyueo ?aciiia?acioth i?iaeoeoeeth – io iio?aaeoaeueneeo
oiaa?ia aei iaoei e iai?oaeiaaiey, iaania/eaaao caeioa?aniaaiiinoue a
o/anoee a aeayoaeueiinoe nicaeaaaaiuo eie yeaeo?iiiuo ae?ae oe?ieee
niaeo? iioaioeeaeueiuo iieoiaoaeae.
Ia?iiiua aaeaaiaeiua iauaiu i?eia?aoaiey nu?uey, iaoa?eaeia,
eiiieaeoothueo, iaoei e iai?oaeiaaiey aeaeatho yooaeoeaiui aeey e?oiiuo
?inneeneeo ei?ii?aoeee eniieueciaaiea oaeie oi?iu yeaeo?iiiiai aeciana,
eae yeaeo?iiiua caeoiee e i?iaaaeaiea yeaeo?iiiuo oaiaea?ia. Cao?aou
oieueei ia i?eia?aoaiea iaoa?eaeia a ninoaaa naaanoieiinoe ?aaeecaoeee
oiaa?ia, ?aaio, oneoa ninoaaeytho a e?oiiuo eiiiaieyo 3-6%, n/ao caeanue
eaeao ia nioie ieeeeiiia aeieea?ia NOA. Aiaeiae/iua oi?iu yeaeo?iiiiai
aeciana i?eiaieiu a ii?aaeaeaiiuo ianooaaao e i?e ?ani?aaeaeaiee
iiae?yaeiuo ?aaio a eaieoaeueiii no?ieoaeuenoaa. Iaeiei ec i?aeiouanoa
e?oiiuo ei?ii?aoeee i?e inaiaiee yeaeo?iiiiai aeciana a oneiaeyo ?innee
yaeyaony aiciiaeiinoue iiaeeeth/aiey e i?aaiecaoeee ?an/aoia e ieaoaaeae
ae?oaeanoaaiiuo ?inneeneeo oeiainiauo o/?aaeaeaiee, iieuecothueony
aeiaa?eai o ianaeaiey e i?aaei?eieiaoaeae.
E, iaeiiaoe, “?ane?o/aiiinoue” oi?aiauo ia?ie e?oiiaeoeo ?inneeneeo
no?oeoo? aeaeaao aiciiaeiui eo oniao i?e ?acaeoee yeaeo?iiiie eiiia?oeee
oeia A2N. Ecaanoiinoue e aeiaa?ea, eioi?uie iieuecothony yoe oi?aiaua
ia?ee, iiaoo a aeaiiie neooaoeee ?anniao?eaaoueny eae aaaeiaeoee
eiiia?/aneee ?ano?n, eioi?ue i?eia?aoaaony ae?oaeie eiiiaieyie ca iiiai
eao i?e cia/eoaeueiuo cao?aoao ia ?aeeaio. Aeey e?oiiuo eiiiaiee
oeaeaniia?acia neaaeothuay iineaaeiaaoaeueiinoue aoiaeaeaiey a
yeaeo?iiioth eiiia?oeeth:
– yeaeo?iiiay oi?aiaey iai?ioeeueiie i?iaeoeoeeae, aeeth/ay i?iaeoeoeeth
aei/a?ieo e niaianoiuo i?aaei?eyoee;
– yeaeo?iiiay caeoiea nu?uey e eiiieaeoothueo, i?iaaaeaiea yeaeo?iiiuo
oaiaea?ia ia iinoaaeo iaoa?eaeia;
– yeaeo?iiiay oi?aiaey iniiaiie i?iaeoeoeeae. ?an/aou iieacuaatho, /oi
ia?aaiae ia yeaeo?iiioth oi?aiaeth anaai aeanyoie /anoe yoeo ?uieia a
?an/aoa ia oaeoe/aneea iauaiu 1999 aiaea iiaeao i?eianoe e?oiiie
eiiiaiee yeiiiieth ii?yaeea 5-15 iei. aeiee. NOA.[11]
Aicieeiiaaiea e auno?ia ?ani?ino?aiaiea a ie?a yeaeo?iiiiai aeciana
iaoneiaeaii ?yaeii iauaeoeaii iaiaoiaeeiuo aeey yoiai oneiaee e
i?aaeiinueie. I?aaeaea anaai, yoi aunieee o?iaaiue eiiiuethoa?ecaoeee
iauanoaa. Ia?niiaeueiua eiiiuethoa?u, iieo/eaoea oe?ieea ?ani?ino?aiaiea
a i?iecaiaenoaa e auoo, noaee iaoa?eaeueiie iniiaie ia?aoiaea aieueoae
/anoe ianaeaiey i?iiuoeaiii ?acaeouo no?ai e i?aeoe/aneiio iaeaaeaieth
ciaieai e iaaueaie iieueciaaiey nia?aiaiiuie eioi?iaoeeiiiuie
oaoiieiaeyie. E?iia oiai, aeey auno?iai ?ani?ino?aiaiey yeaeo?iiiiai
aeciana iaiaoiaeeii, /oiau eioi?iaoeeiiiue e oaoiieiae/aneee iioaioeeae
Eioa?iao i?aaunee iaeioi?ue e?eoe/aneee o?iaaiue, ioe?uaathuee aeinooi e
iaio ia oieueei n?aaieoaeueii ia?aie/aiiiai e?oaa yeeoa?iuo
iieueciaaoaeae, ii e oe?ieeo iann ianaeaiey. Aua iaeiie i?aaeiinueeie
yeaeo?iiecaoeee aeciana yaeyaony aeinoeaeaiea ii?aaeaeaiiiai o?iaiy
eioaa?aoeee (eioi?iaoeeiiiie e oaoiieiae/aneie) aioo?eei?ii?aoeaiuo
eioi?iaoeeiiiuo nenoai e Eioa?iao. E na?aaeeia 90-o aiaeia oneiaey,
iaiaoiaeeiua aeey oe?ieiai ?ani?ino?aiaiey naiuo ?aciiia?aciuo oi?i
yeaeo?iiiiai aeciana, auee aeinoeaioou ai iiiaeo no?aiao. Niaeanii
i?iaiicai, a 2000 aiaeo /enei iieueciaaoaeae Eioa?iaoa a ie?a aeinoeaiao
375 ieeeeiiia /aeiaae. A NOA, eioi?ua oaa?aiii eeaee?otho ii /eneo
eiathueo iinoiyiiue aeinooi e Eioa?iaoo iieueciaaoaeae, eo eiee/anoai
aeinoeaiao 135,7 iei. /aeiaae, a ssiiiee – 26,9 iei. /ae., Aa?iaiey,
Aaeeeia?eoaiey e Eeoae niioaaonoaaiii aeaaeoo 19,1, 17,9 e 15,8 iei.
/aeiaae iieueciaaoaeae.
Iiceoeee ?innee e ii o?iaith eiiiuethoa?ecaoeee, e ii noaiaie ioaaoa
Eioa?iaoii a ianoiyuaa a?aiy aeaeaee io ia?aaeiauo. A ?innee, ii
iaeioi?ui ioeaieai, e eiioeo 2000 a. ian/eouaaeinue 6,6 iei. /aeiaae,
iieuecothueony oneoaaie Eioa?iao. Iiea ?inney ii /eneo iieueciaaoaeae
iaoiaeeony ia 12-ii ianoa a ie?a, e ia aa aeieth i?eoiaeeony eeoue 1,77%
io iauaai /enea iieueciaaoaeae naoe (ia NOA i?eoiaeeony 36,2%)(aeaiiua
2000 aiaea). [3]
Yeaeo?iiiue aecian oieueei ia/ae ?ani?ino?aiyoueny a ie?a, ii oaea
nae/an, ii oaiiai aiaae?aiey e ?acoeueoaoai, iiaeii neacaoue, /oi a
iaic?eiii aoaeouai ii noaiao iniiaiui oaeoi?ii ea?aeeiaeueiiai
i?aia?aciaaiey anae nenoaiu nauoa e caeoiie, ia?aaiaea yoie
aeayoaeueiinoe ia ea/anoaaiii eiie, aeiaaeueiue o?iaaiue.
Iioaioeeaeueiua aiciiaeiinoe Eioa?iao-yeiiiieee oi?ioi eeethno?e?othony
aeinoeaeaieyie iaeaieaa i?iaeaeiooie a yoii iai?aaeaiee no?aiu – NOA. Ii
aeaiiui Oaoanneiai oieaa?neoaoa, iauaiu anao naycaiiuo n Eioa?iaoii
aeaeia aeayoaeueiinoe a 1999 aiaeo aeinoeaee 507 ie?ae. aeiee., /oi ia
68% aieueoa, /ai a i?aaeuaeouai aiaeo (aeey n?aaiaiey: aiaeiaua iai?iou
oaeaeiiioieeaoeeiiiie io?anee NOA ninoaaeytho 300 ie?ae. aeiee., a
aaeaia?aaicie – 355 ie?ae. aeiee.):
Iai?io yeaeo?iiiie oi?aiaee a NOA oaaee/eony n ainueie ieeeea?aeia
aeieea?ia a 1997 aiaeo aei 300 ieeeea?aeia aeieea?ia a 2001 aiaeo.
Iauai ?inneeneiai ?uiea Eioa?iao-oneoa a 1998 aiaeo ninoaaeye anaai 160
ieeeeiiia aeieea?ia, i?e/ai aieueoay /anoue yoie noiiu i?eoiaeeony ia
iieaoo oneoa i?iaaeaea?ia, iaania/eaathueo aeinooi e naoe. A
no?aoaae/aneii ieaia ia?niaeoeaa ?ani?ino?aiaiey a ?innee ?acee/iuo
aeaeia yeaeo?iiiiai aeciana iaoneiaeeaaaony, i?aaeaea anaai, oaie
i?aeiouanoaaie, eioi?ua ii iaania/eaaao: caiaoiia nie?auaiea ?anoiaeia
ia i?iaaaeaiea oi?aiauo iia?aoeee (o?ainaeoeeiiiuo ecaea?aeae) e ?aoaiea
i?iaeai, naycaiiuo n iaoaeiaiui aaia?aoe/aneei ?aniieiaeaieai e
ii?iaeaeaaiuo aieueoeie ?annoiyieyie (/oi aanueia aeooaeueii aeey
?innee) nicaeaiea oneiaee aeey i?yiuo eiio?aeoiuo ioiioaiee iaaeaeo
i?iaeaaoeaie e iieoiaoaeyie, niinianoaiaaiea iiyaeaieth iiauo o/anoieeia
ia ?anoouai /enea ?uieia. A yoeo oneiaeyo iaeua e n?aaeiea i?aaei?eyoey
iieo/atho aiciiaeiinoue oniaoii eiieo?e?iaaoue aeaaea ia
iaaeaeoia?iaeiuo ?uieao; iiauoaiea i?ic?a/iinoe ?uieia: iieoiaoaee e
i?iaeaaoeu i?aeoe/anee iaiiaaiii iieo/atho eioi?iaoeeth i oeaiao,
ea/anoaa e oneiaeyo iinoaaee, i?aaeeaaaaiuo ?acee/iuie eiieo?aioaie (yoi
ianoiyoaeuenoai iniai aaaeii i?e i?aaiecaoeee caeoiie aeey
ainoaea?noaaiiuo ioaeae); i?aiyonoaiaaiea oaeei iaaaoeaiui yaeaieyi,
eae e?eieiaeecaoeey ?uii/iuo i?ioeannia, oeeiiaiea io iaeiaia, ooa/ea
eaieoaeia ca ?oaaae e o.i.[14]
N yoie oi/ee c?aiey iniaoth oeaiiinoue eiaao yeaeo?iiiay oi?aiaey aeey
Aaei?onnee. Eiay auaiaeiia aaia?aoe/aneia iieiaeaiea i?aaei?eyoey
?anioaeeee iiaoo aieaa yooaeoeaii acaeiiaeaenoaiaaoue eae n Aa?iiie, oae
e n Aceae /a?ac eioa?iao.
2. Oi?iu e aeaeu yeaeo?iiiie oi?aiaee
Ca iineaaeiea 5 eao yeaeo?iiiay oi?aiaey noaea oaeoi?ii aeiaaeueiiai
cia/aiey. Iaaethaeaaony no?aieoaeueiue aa ?ino a ie?a. A ?innee a naoe
Eioa?iao ooieoeeiie?oao aieaa 500 yeaeo?iiiuo iaaaceiia e oi?aiauo
ieiuaaeie. Iaeaieaa iiioey?iu iaaaceiu, oi?aothuea eieaaie,
eiiiaeo-aeeneaie, i?ia?aiiiuie i?iaeoeoaie, eiiiuethoa?iie oaoieeie.
Nicaeathony io?aneaaua oi?aiaua ieiuaaeee (iaoaee, oeaiiua aoiaae).
Iiyaeeenue oieaeeiae, iauaaeeiythuea ?yae Eioa?iao-iaaaceiia e
aeaeea?e?othuea aaeaaiaeiue aeioiae a ianeieueei iei. aeiee. NOA.
Ia?yaeo n o?aaeeoeeiiiuie naeoi?aie oi?aiaee “aecian-aecian” e
“aecian-iio?aaeoaeue” a ianoiyuaa a?aiy ia ?uiea oneoa YO iiaeii
auaeaeeoue naaiaiou pc-commerce, m-commerce, t-commerce. E niaeaeaieth,
aeinoaoi/ii /aoeie ?inneeneie oa?ieiieiaee a iaeanoe yeaeo?iiiie
oi?aiaee aua ia neiaeeeinue. Iniiaiua oi?iu YO ?aaeecothony n
eniieueciaaieai ia?niiaeueiuo eiiiuethoa?ia e naoe Eioa?iao:
Eioa?iao-iaaaceiu, yeaeo?iiiua oi?aiaua ieiuaaeee, yeaeo?iiiua aoeoeeiiu
e Eioa?iao-ae?aee.
A no?aiao Caiaaeiie Aa?iiu e NOA iieo/eee ?ani?ino?aiaiea nenoaiu
eioa?aeoeaiiai eaaaeueiiai e niooieeiaiai oaeaaeaeaiey (t-commerce), n
iiiiuueth eioi?uo iieueciaaoaee ia oieueei iiaoo niio?aoue
aeaeaioeeueiu, ii e caeacuaaoue ?acee/iua oiaa?u e oneoae. Yoe nenoaiu,
ii ioeaiea aieueoeinoaa niaoeeaeenoia, aieaa iaaeaaeiu, iineieueeo a
ioee/ea io Eioa?iao-iaaaceiia ?aaeecothony a caieioouo naoyo aac i?yiiai
aeinooia iieoiaoaeae e aeiaaeueiui eioi?iaoeeiiiui naoyi.
Iiaui iai?aaeaieai ?acaeoey yeaeo?iiiie oi?aiaee yaeyaony eniieueciaaiea
n?aaenoa iiaeeueiiai aeinooia e naoe Eioa?iao aeey inouanoaeaiey iieoiie
(m-commerce). A oneiaeyo ?innee, eiathuae cia/eoaeueioth oa??eoi?eth e
ieceoth ieioiinoue ianaeaiey, a oaeaea iaaeinoaoi/ii ?acaeooth iacaiioth
oaeaeiiioieeaoeeiiioth eio?ano?oeoo?o a oaeaeaiiuo ?aaeiiao,
aani?iaiaeiua oaoiieiaee iiaeeeth/aiey e naoe Eioa?iao iiaoo eiaoue
na?ueacioth ia?niaeoeao.
I?eiyoi auaeaeyoue /aou?a iai?aaeaiey yeaeo?iiiie eiiia?oeee:
aecian – aecian (business-to-business, B2B);
aecian – iio?aaeoaeue (business-to-consumer, B2C);
aecian – aaeieieno?aoeey (business-to-administration, B2A);
iio?aaeoaeue – aaeieieno?aoeey (consumer-to-administration, C2A).
Iai?aaeaiea aecian-aecian aeeth/aao naay ana o?iaie eioi?iaoeeiiiiai
acaeiiaeaenoaey iaaeaeo eiiiaieyie. I?e yoii eniieuecothony
niaoeeaeueiua oaoiieiaee e noaiaea?ou yeaeo?iiiiai iaiaia aeaiiuie,
oaeea eae EDI (Electronic Data Interchange).
Auaiaeu io iiaeiaiiai nio?oaeie/anoaa o?oaeii ia?aioeaieoue. Iai?eia?,
aeeea? iieo/aao aiciiaeiinoue naiinoiyoaeueii ?aciauaoue caeacu e
neaaeeoue ca oiaeii eo eniieiaiey, ?aaioay n aacaie aeaiiuo iinoaaueea e
oaeei ia?acii iieo/ay iaiaoiaeeioth eioi?iaoeeth i caianao i?iaeoeoeee
ia neeaaeao. Oae aea e iinoaauee, eiay iiaeeeth/aiea e neeaaeneei aacai,
iiaeao iia?aoeaii ioneaaeeaaoue caianu ia?oia?a, naiaa?aiaiii eo
iiiieiyy. E iiaeiaiua i?eia?u iiaeii iaeoe a ethaie noa?a
acaeiiaeaenoaey iaaeaeo eiiiaieyie.
Iai?aaeaiea aecian-iio?aaeoaeue i?aaenoaaeyaony iaeaieaa ia?niaeoeaiui n
eiiia?/aneie oi/ee c?aiey. Aai iniiao ninoaaeyao yeaeo?iiiay ?icie/iay
oi?aiaey. A Eioa?iao ?aaioaao aieueoia /enei yeaeo?iiiuo iaaaceiia,
i?aaeeaaathueo oe?ieee niaeo? oiaa?ia e oneoa.
Aecian – aaeieieno?aoeey. Acaeiiaeaenoaea aeciana e aaeieieno?aoeee
aeeth/aao aeaeiaua nayce eiiia?/aneeo no?oeoo? n i?aaeoaeuenoaaiiuie
i?aaiecaoeeyie, ia/eiay io ianoiuo aeanoae e caeai/eaay
iaaeaeoia?iaeiuie i?aaiecaoeeyi.
E i?eia?o, a iineaaeiaa a?aiy iaeeoei no?aieaiea i?aaeoaeuenoa ?acaeouo
no?ai e ?oeiaiaenoaa iaaeaeoia?iaeiuo i?aaiecaoeee aeoeaii
eniieueciaaoue Eioa?iao aeey i?iaaaeaiey caeoiie oiaa?ia e oneoa iooai
ioaeeeaoeee iauyaeaiee e ?acoeueoaoia caeeth/aiiuo naeaeie. Ia?aaeei
eiiia?/aneea no?oeoo?u eiatho e aiciiaeiinoue iai?aaeyoue naie
i?aaeeiaeaiey a yeaeo?iiiii aeaea.
Iio?aaeoaeue-aaeieieno?aoeey.
Yoi iai?aaeaiea iaeiaiaa ?acaeoi, iaeiaei eiaao aanueia aunieee
iioaioeeae, eioi?ue iiaeao auoue eniieueciaai aeey i?aaiecaoeee
acaeiiaeaenoaey i?aaeoaeuenoaa e iio?aaeoaey, iniaaiii a nioeeaeueiie e
iaeiaiaie noa?a.
A caaeneiinoe io ?uii/iie no?aoaaee eiiiaiee aiciiaeiu neaaeothuea oi?iu
i?enoonoaey a Eioa?iao:
yeaeo?iiiay aeceoiay ea?oi/ea;
yeaeo?iiiue eaoaeia;
yeaeo?iiiue iaaacei.
oi?aiaua eioa?iao-nenoaiu
Yeaeo?iiiay aeceoiay ea?oi/ea i?aaenoaaeyao niaie ianeieueei no?aieoe n
eioi?iaoeeae i eiiiaiee e aa aeayoaeueiinoe. Iniiaiay ooieoeey
iiaeiaiiai naeoa – i?aaeinoaaeoue aiciiaeiinoue iioaioeeaeueiiio eeeaioo
iiciaeiieoueny n oneoaaie eiiiaiee, aiaeiae/ii iau/iiio aecian-
ni?aai/ieeo eee ?aeeaiiiio iauyaeaieth.
Aieaa i?iaeaeiooie oi?iie eioi?ie?iaaiey eeeaioa yaeyaony yeaeo?iiiue
eaoaeia n iiae?iaiie eioi?iaoeee i oiaa?ao e oneoaao, a /anoi – e n
oaeoueie oeaiaie.
Yeaeo?iiiue iaaacei iicaieyao ia oieueei aua?aoue oiaa? eee oneoae, ii e
ioi?ieoue caeac e niaa?oeoue iieoieo /a?ac Eioa?iao.
Iaeiiaoe oi?aiaay eioa?iao-nenoaia iauaaeeiyao a iaeii oeaeia
eioa?iao-iaaacei e o?aaeeoeeiiiue iaaacei, n iauae nenoaiie eiaenoeee,
oi?aaeaiey oiaa?iuie caianaie e o. i.[4]
3. I?aaiecaoeey yeaeo?iiiie oi?aiaee a nia?aiaiiuo oneiaeyo
B eiioea i?ioeiai aiaea aia?eeaineea Eioa?iao-i?iaeou auee icaai/aiu
iaeiei: aeieacaoue naiei eiaanoi?ai, /oi aeaea ia oae oae e ieioe e /oi
ia Eioa?iao-oi?aiaea n eiia/iui iio?aaeoaeai ?aii noaaeoue e?ano. Iie
?ann/eouaaee, /oi nacii ?iaeaeanoaaineeo ?ani?iaeaae iicaieeo ei
nouanoaaiii oeo/oeoue naie oeiainiaua iieacaoaee. Eae aeaeii ec io/aoia,
oaeaeinue yoi iaiiiaei. Aieueoeinoai oi?aiauo naeoia iioa?iaee
nie?ooeoaeueiia ii?aaeaiea. A /ai i?e/eiu e a eaeeo oeeo?ao
ioeaieaathony iioa?e?
Aia?eeaineea eiinoeueoaiou i?ioanoe?iaaee iaeei ec naeoia e i?eoee a
oaean: 70% iinaoeoaeae ia niiaee niaa?oeoue iieoieo ec-ca neiaeiuo e
iaoaeiaiuo nenoai ?aaeno?aoeee e iienea. Ni?inea aeaaeaeueoea naeoa,
eaeei ia?acii i?iaa?yeny ia oaeianoai iieueciaaiey aai eeeaioneee
eioa?oaen, eiinoeueoaiou oneuoaee: «Iu iii?ineee ioeaieoue naeo iaoeo
nio?oaeieeia – ethaeae, i?ioanneiiaeueii naycaiiuo n Eioa?iaoii,
ciaeiiuo n ia?aaeiauie oaoiieiaeyie ianeoaeeaaiey eeeaioia e iiaaeoeie
aayieyie a iaeanoe aaa-aeecaeia». Iinea oiai, eae auee o/oaiu caia/aiey
«?yaeiauo» iinaoeoaeae naeoa, oaea 80% iieueciaaoaeae niiaee aac iniauo
i?iaeai niaa?oeoue iieoieo.
Iieo/ea yoe aeaiiua, eiinoeueoaiou ?aoeee i?ioanoe?iaaoue aaaeouea
naeou, i?iaeathuea iio?aaeoaeyi iiaeioth iaeaaeaeo, eieae,
eiiiaeo-aeenee, yeaeo?iieeo e ea?ooee. ?acoeueoaou ieacaeenue
iaooaoeoaeueiuie aeey aeaaeaeueoeaa Eioa?iao-iaaaceiia Aia?eee: 43%
iiiuoie niaa?oeoue iieoieo ieacaeenue iaoaea/iuie. Anee niioianoe yoo
oeeo?o n iauaiii iieoiie a ?iaeaeanoaaineea i?acaeieee, oi iiaeii
iin/eoaoue, /oi yeaeo?iiiua iaaaceiu ie?a iioa?yee noiio ia iaiaa $14
ie?ae.
Eiia/ii, iauaiu Eioa?iao-oi?aiaee a ?innee ia oa, /oi a NOA. Anee iauai
?uiea A2A, ii i?iaiicai, oieueei e 2003 aiaeo aeinoeaiao $500 iei, oi, a
niioaaonoaee ni n?aaeiaie?iaui niioiioaieai naeoi?ia iaaeei?ii?aoeaiuo
i?iaeaae e i?iaeaae eiia/iiio iieueciaaoaeth, ?inneeneee ?uiie A2N a oii
aea 2003 aiaeo ninoaaeo i?eia?ii $125 iei. Oi anoue a 2001 aiaeo, anee
i?eaioe?iaaoueny ia aeaiiua «Yenia?oa», ?uiie aeey Eioa?iao-iaaaceiia a
?innee iiaeii ioeaieoue iaeneioi a $15 iei ii naiui iioeienoe/iui
i?iaiicai. Iaeiaei aia?eeaineea eiinoeueoaiou ia iniiaa naieo
enneaaeiaaiee aaaeoueo naeoia i?aaeeaaatho ?aoeaiou, eioi?ua iicaieyo
iiaeiyoue i?iaeaaee ieieioi ia 20% (a yoi aeey ?inneeneeo
Eioa?iao-i?iaeaaoeia ninoaaeo ii?yaeea $3 iei a aiae!).
N?aaeiaa niioiioaiea eiee/anoaa iinaoeoaeae naeoa n eiee/anoaii ethaeae,
niaa?oeaoeo ia iai iieoieo, ii aeaiiui The Boston Consulting Group,
iaeeiaeiai aeey anaai ie?a e ninoaaeyao 1,8%. Ec yoiai neaaeoao, /oi i?e
iinauaaiinoe oi?aiaiai naeoa a 1000 /aeiaae a aeaiue aai aeaaeaeaoe
ai?aaa ?ann/eouaaoue ia 18 iieoiaoaeae. Anee eo iao – cia/eo, ieioi
i?aaieciaaii ae?ooaeueiia oi?aiaia i?ino?ainoai e naiia a?aiy
ainiieueciaaoueny ?aeiiaiaeaoeeyie aia?eeaineeo eiinoeueoaioia.
Niaoeeaeenou BCG ?aeiiaiaeotho i?aaei?eiyoue niaoeeaeueiua oneeey aeey
oiai, /oiau iiauneoue niioiioaiea iinaoeoaee/iieoiaoaee oioy au ia 10%
(aei 2%). Iaiiiith, /oi aeey ?innee yoi aoaeao icia/aoue iiauoaiea
iai?ioia Eioa?iao-iaaaceiia ia $1,5 iei a aiae. Eeth/aaie i?iaeaiie, ii
iiaieth BCG, yaeyaony iaeneiaeueiay i?inoioa ioi?ieaiey caeaca e
ieaoaaea. Anee iu noiaai ainiieueciaaoueny oioy au /anoueth niaaoia
aia?eeaineeo niaoeeaeenoia, oi ianneienou aoaeoo iin?aieaiu. E ?inney
niiaeao ia?aianoeoueny n 15 no?i/ee ?aeoeiaa no?ai a iaeaieaa auno?i
?anoouae Eioa?iao-yeiiiieee ia aeaaiaaeoeaooth. A iauai ?uiea au?anoao
ia $3 iei. Anoue ca /oi iiai?ioueny. [6]
Aeey oiai /oiau aieaa /aoei i?aaenoaaeyoue naaa ianoi, eioi?ia eiiiaiey
iiaeao caiyoue a noa?a yeaeo?iiiie eiiia?oeee, ?anniio?ei i?eaaaeaiioth
ieaea noaio. Eiiiaiey iiaeao i?iecaiaeeoue oe?ieee niaeo? oiaa?ia, io
aaca e iaooe aei i?ia?aiiiiai iaania/aiey, eeai auoue iiiii?iaeoeoiaie.
Aeaeaa ?anniio?ei oaeie iieacaoaeue, eae iieoiaoaeueiay niiniaiinoue
eiiiaiee ii?aaeaeaiiie io?anee, iia eeai aunieay, eeai ieceay. Iaeei ec
aiciiaeiuo noeaia?eaa neaaeothuee: anee eiiiaiey i?iecaiaeeo iiiai
aeaeia oiaa?ia, oi eiaao niune nicaeaoue sell-naeo, eioi?ue aoaeoo
eniieueciaaoue iieoiaoaee i?iaeoeoeee. A ea/anoaa i?eia?a iiaeii
i?eaanoe eiiiaieth Cisco, ainaiueaeanyo /aou?a i?ioeaioa i?iaeaae
eioi?ie inouanoaeythony i?e iiiiue Eioa?iaoa.
A neo/aa anee o eiiiaiee i/aiue aunieay iieoiaoaeueiay niiniaiinoue, iia
nicaeaao buy-naeo. Yoio aa?eaio eniieuecotho oaeea eiiiaiee, eae
General Motors, Ford, Chrysler a NOA. Eo aeiey a iauai iauaia aeciana a
NOA ninoaaeyao a ianoiyuaa a?aiy naiueaeanyo ainaiue i?ioeaioia.
Eniieuecoy aiciiaeiinoe Eioa?iaoa, yoe eiiiaiee niinianoaotho ?inoo
yooaeoeaiinoe naeaeie ni naieie iinoaaueeaie.
Aeueoa?iaoeaa aeey inoaeueiuo o/anoieeia ?uiea – yeaeo?iiiua oi?aiaua
ieiuaaeee. Eiiiaiey iiaeao ia i?iecaiaeeoue aieueoiai anni?oeiaioa
oiaa?ia, ii iaeaaeaoue aeinoaoi/ii aunieie iieoiaoaeueiie niiniaiinoueth
e noaoue o/anoieeii aa?oeeaeueiiai yeaeo?iiiiai ?uiea. A anee o iaa
aieueoie ?aca?in iai?aaeaiee aeayoaeueiinoe, oaeeo, eae, iai?eia?,
o?ainii?oiua oneoae, oeiainiaua oneoae eee /oi-oi aua, ae iaiaoiaeeii
iaoeaeeaaoueny ia o/anoea a ai?eciioaeueiii yeaeo?iiiii ?uiea.
Nicaeaaay ?uiie, eiiiaiey iiaeao iieoe ianeieueeeie iooyie. Ai-ia?auo,
iiaeii nicaeaoue ioe, nia?aa aieina iioaioeeaeueiuo o/anoieeia. N yoie
oeaeueth i?iaiaeyony enneaaeiaaiey e?oiiuo eiiiaiee; anee eaeay ei
iii?aaeony, iie noaioo o/anoieeaie nicaeaaaaiiai ?uiea. Ae?oaie aa?eaio,
eiaaea ianeieueei eiiiaiee, iai?eia? General Motors, Chrysler, Ford,
ia?acotho aaeeiue oiaa?iue ?uiie e i?aaeeaaatho i?eniaaeeieoueny e iaio
aua iaeiie eiiiaiee, neaaeai Volkswagen. O?aoee aa?eaio – nicaeaiea
?uiea “n ioey”, aaaeue ?uieia aeey iiiaeo oiaa?ia, iai?eia? ieanoiannu,
?aiueoa i?inoi ia nouanoaiaaei.
A aeieaeiu ee ana oae oae no?aieoueny ?aaioaoue ia iiauo ?uieao? Aeaaea
aia?eeaineea eiinoeueoaiou n/eoatho, /oi ai iiiaeo io?aneyo yeaeo?iiiay
oi?aiaey aua aeieai ia aoaeao caieiaoue cia/eoaeueiie aeiee ?uiea. A
eiia/iii n/aoa yooaeoeaiinoue eniieueciaaiey yeaeo?iiiie ieiuaaeee
caaeneo io io?anee, io aeaea i?iecaiaenoaaiiie aeayoaeueiinoe. Anee
eiiaiey i?iecaiaeeo i?aaeiaou iio?aaeaiey, oi oeaiiaia aeaaeaiea ?uiea
ia eiiiaieth iaiiiai auoa, iioiio /oi oiaa?u acaeiicaiaiyaiu. Ae?oaie
i?eia?: ecaea?aeee i?ioeanna, iai?eia?, a io?aneyo noa?u ianeoaeeaaiey
i?inoi ia?iiiu, iie aeinoeaatho ni?iea i?ioeaioia. Oaeea eiiiaiee niiaoo
cia/eoaeueii nyeiiiieoue ia ecaea?aeeao i?e iieoiea, eniieuecoy
yeaeo?iiioth oi?aiaeth. Aianoa n oai, iie iiaoo i?ioeaaoaoue e ia
eniieuecoy B2B, i?iaeieaeay ?aaioaoue ii noa?ie noaia, e aeaenoaeoaeueii
aoaeoo iaoiaeeoue iinoaaueeia, eioi?ua i?aaeeiaeao ei auaiaeioth oeaio.
Iie neaaeoo: “Aia?eeaineay yeiiiieea iayooaeoeaia, iioiio /oi iia
o?aoeony ia eioa?iao-oaoiieiaee”, – e ana inoaiaony ii-i?aaeiaio.
Ii iu oaea nae/an iaaethaeaai iio?ynathuea ia?aiaiu a niiniaao aaaeaiey
aeciana, aeaeei iiyaeaiea iiauo aecian-no?aoaaee. Eiiiaiee aeieaeiu
auoue a ninoiyiee i/aiue auno?i iaiyoue iai?aaeaiea naiaai aeciana. Anee
iie niiaoo yoi aeaeaoue, oi iieo/ao cia/eoaeueiua i?aeiouanoaa. ?aiueoa,
/oiau ia/aoue ?aaioaoue, iia iaiaoiaeeii auei iaeoe iinoaaueeia, /ai
caieiaeny ia?eaoeiaiaue ioaeae, ieiei nioie /aeiaae. Iinea oiai eae
iinoaaueee auee iaeaeaiu, y aae n ieie ia?aaiai?u. Ia?aeeaeueii oaeia
aea nio?oaeie/anoai oei n oe?iaie, caieiathueieny aeecaeiii,
iaania/eaathueie ?ani?ino?aiaiea. I?iecaiaenoai anaaaea nii?iaiaeaeaee
ouny/e iiaeiaiuo i?ioeannia.
Nae/an, anee o i?aaei?eyoey aicieeatho o?oaeiinoe n iieneii iinoaaueeia,
iii iiaeao eniieueciaaoue Eioa?iao. A ianoiyuaa a?aiy /a?ac iaai iiaeii
inouanoaeyoue oaea aei iyoeaeanyoe i?ioeaioia iiaeiaiuo naeaeie, a a
oa/aiea neaaeothueo /aou?ao eao iiaeii iieiinoueth ia?aeeth/eoueny ia
yoio ?uiie. *oi yoi cia/eo? O?aaeeoeeiiiue, i?eau/iue niinia ?aaiou n
iaeieie e oaie aea iinoaaueeaie, aeeno?eaooi?aie, ?icie/iuie oi?aiaoeaie
iieiinoueth eciaieony. Anee ae?oaay eiiiaiey i?aaeeiaeeo oiaa? ii aieaa
auaiaeiie oeaia, i?aaei?eyoea aoaeao iieoiaoue o iaa, yeaeo?iiiue ?uiie
iicaieyao aio yoi naeaeaoue, iieaaeao iiiaeanoai iinoaaueeia, o eioi?uo
oiaa? aeaoaaea. A neaaeothuee ?ac, eiaaea i?aaei?eyoeth aiiaue
iiiaaeiaeony /oi-oi eoieoue, iii a oa/aiea nooie iaeaeao o?aoueaai,
/aoaa?oiai iinoaaueea, eioi?ua ca yoi a?aiy oniatho ia?ano?ieoue naith
?aaioo oae, /oiau i?aaeeiaeeoue i?aaei?eyoeth aua aieaa auaiaeiua
oneiaey e oeaiu.
Iaaeaeo oai ianniaue ia?aoiae e yeaeo?iiiie oi?aiaea aucuaaao iianaiey
ca noaeueao ?uieia. E iiiaea iianathony, ia i?eaaaeao ee iaeiia?aiaiiue
auoiae ia aaeeiue ?uiie aieueoiai /enea o/anoieeia, ia naea?aeeaaaiuo
aaeieieno?aoeaiuie a?aieoeaie, e cia/eoaeueiui eieaaaieyi oeai e,
niioaaonoaaiii, i?eauee eiiiaiee – o/anoieoe ?uiea?
Ii aaaeue e nei?inoue niaa?oaiey naeaeie cia/eoaeueii aic?anoao,
oaaee/eony eo eiee/anoai, oae /oi e i?eaueue eiiiaiee aoaeao ?anoe. E
/ai aeaeueoa, oai aieueoa i?eaueue, iieo/aaiay eiiiaieae a oneiaeyo
iiaie aecian-n?aaeu, aoaeao caaenaoue io ?yaea oaeoi?ia. Ia?aue –
nieaeaiea oiaa?iuo ecaea?aeae, cao?ao ia iieoiaaiua oiaa?u. Aoi?ie –
nieaeaiea ecaea?aeae ia i?ioeann niaa?oaiey naiie naeaeee, /oi, enoaoe,
aeaao aieueoa, /ai yeiiiiey ia cao?aoao ia i?iaeoeou. I?aaei?eyoea
yeiiiieo, ioeacuaaynue io oneoa iin?aaeieeia ii iieneo ia?oia?ia, cao?ao
ia aaaeaiea ia?aaiai?ia n ieie, caeeth/aiea naeaeie n ieie, caeeth/ath
naeaeeo enoiaey ec i?yiiai i?aaeeiaeaiey, naeaeaiiiai /a?ac Eioa?iao.
O?aoee – nieaeaiea oae iacuaaaiuo ia?niaeoeaiuo ecaea?aeae, iioiio /oi
oi?iuaaony i?ioeann acaeiiaeaenoaey eiiiaiee n ae?oaeie eiiiaieyie, e ei
ia ioaeii aoaeao eniieueciaaoue aeeeiioth oeaiue iin?aaeieeia, /a?ac
eioi?oth i?iecaiaeeoaeue auioaeaeai acaeiiaeaenoaiaaoue n
aeeno?eaooi?aie, iinoaaueeaie, ?icie/iuie oi?aiaoeaie.
Yeaeo?iiiue ?uiie iicaieyao n iaeiaiueoeie cao?aoaie niaeaniaaoue
yooaeoeaiinoue aeayoaeueiinoe anae oeaii/ee iinoaaueeia. Anee
i?aaei?eyoea aeiaa?yao naiaio caeac/eeo, a ii – naiaio, aianoa iie iiaoo
nicaeaoue oiaa?, eioi?ue aoaeao eiaoue ni?in. Oi anoue iie niiaoo
ni?iaiice?iaaoue ni?in ia oiaa? e, neaaeiaaoaeueii, i?iecaiaeeoue
oieueei oi, /oi aoaeao eoieaii. Oaeei ia?acii, aaoiiaoecaoeey i?ioeanna
iieoiee iicaieeo cia/eoaeueii oaaee/eoue i?eaueue, a cia/eo, e aiaeiaie
aeioiae.
Aua iaeii iianaiea, eanathuaany ia?niaeoea yeaeo?iiiie oi?aiaee, naycaii
n aa?iyoiie iiiiiieecaoeeae iaeioi?uo aeiaaeueiuo ?uieia iniai e?oiiuie
ea?ieaie, eioi?ua aoaeoo aeeeoiaaoue naie oneiaey ia oieueei inoaeueiui
eiiiaieyi, ii e oeaeui no?aiai.
Ii ioaeii iiae/a?eiooue, /oi oieueei e?oiiua eiiiaiee, eiathuea aunieoth
iieoiaoaeueioth niiniaiinoue, iiaoo aeiaeaaoueny ieceeo oeai, a oi a?aiy
eae ana inoaeueiua ia a ninoiyiee yoi aeaeaoue. Ii yeaeo?iiiay
eiiia?oeey iiiiaea, iai?eia?, anai aieueieoeai a Aa?iia ecaaaeaoue oaeie
iianiinoe. Iie nicaeaee iauee yeaeo?iiiue ?uiie, e oaia?ue aa?iiaeneea
eeeieee iiaoo iieoiaoue ia?eioe/aneea aauanoaa oai, a ia o e?oiiuo
oa?iaoeaaoe/aneeo eiiiaiee, oaeeo, eae Johnson & Johnson, ii eo aeooeie
oeaia.
E?oiiui eiiiaieyi iaiiiai i?iua naiei nicaeaoue yeaeo?iiioth ieiuaaeeo,
/a?ac iaa ieacuaaoue aeaaeaiea ia aieaa iaeeeo iieoiaoaeae e iaea?aeaoue
iiaaaeo. Iaeaiueeei eiiiaieyi nicaeaiea oaeeo ieiuaaeie iiiiaei au
aieueoa, ii naaiaeiy iie yoiai naeaeaoue ia iiaoo.
Iiaaeoea oaoiieiaee, a /anoiinoe EDI (Electronic Data Interchange,
i?yiie iaiai aeaiiuie iaaeaeo i?eeeaaeiuie nenoaiaie ?aciuo eiiiaiee,
iai?eia? nenoaiaie oi?aaeaiey i?iecaiaenoaii, neeaaeneiai o/aoa,
aooaaeoa?ee. – “Yenia?o”), eniieuecotho nae/an oieueei aeaa i?ioeaioa
eiiiaiee. Ii/aio? Anoue ianeieueei i?e/ei, e iaeaieaa aaaeiay – eo
aei?iaiaecia. Aunieay oeaia oaoiieiaee iauyniyaony i?aaeaea anaai oai,
/oi eo ?ac?aaioeie caieiathony a iniiaiii /anoiua eiiiaiee. Aoi?ie
i?e/eiie yaeyaony iaiaoiaeeiinoue i?eaea/aiey aunieieaaeeoeoee?iaaiiuo
niaoeeaeenoia, iaeaaeathueo iaiaoiaeeiuie ciaieyie e iaaueaie a aeaiiie
iaeanoe. E iaeiiaoe, iaiaoiaeeii iiiieoue, /oi, anee i?aaei?eyoea
caoi/ao onoaiiaeoue, iai?eia?, EDI, ae iiiaaeiayony ia yoi ianyoeu, e n
yoeo ii? iii ia niiao oaea ie/aai eciaieoue.
Ana auoaia?a/eneaiiia nicaeaao iieueciaaoaeyi oaoiieiaee ii?aaeaeaiiua
o?oaeiinoe. Ii eo iaiaoiaeeii i?aiaeieaoue, anee eiiiaiey oioeoa
?aaioaoue a iaeanoe B2B. A a oneiaeyo naiaiaeiie eiieo?aioeee
eniieueciaaiea oaoiieiaee eiiiaieyie iaecaaaeii, e, anee
niioaaonoaothuea oaoiieiaee aoaeoo iaaaeaiu, yoi naeaeaao
aecian-i?ioeannu eaaei inouanoaeiuie, aeinooiiuie, aaciianiuie. E
iiiiaeao eciaieoue niinia aaaeaiey aeciana. Iaeiaei na?ueaciua eciaiaiey
i?iecieaeoo eeoue oiaaea, eiaaea iiaua oaoiieiaee niiaoo i?eiaiyoue ana.
Eiia/ii, iie aoaeoo ?aaioaoue, aeaaea anee eo eniieuecotho anaai aeaa
i?ioeaioa eiiiaiee, i?enoonoaothueo ia ?uiea, ii ioaeiu oaoiieiaee,
eioi?ua i?eiaiyeenue au anaie.[10]
Ii ia ana oae i?a/ii. I?ioeaaoaiea e i?eauee, aeey eiai-oi noaaoea
iaaeinyaaaiui eaeaaeii, aiieia ?aaeueiu. Ioaeii oieueei ciaoue, eae
iieo/eoue eo. Niaoeeaeenoaie ?ac?aaioaiu no?aoaaee yeaeo?iiiie oi?aiaee,
niiniaiua i?eaea/ue naoaauo iieoiaoaeae oiaa?ia e oneoa, e oai naiui
i?eaanoe eiiiaieth e oniaoo. Anoue e?eoa?ee ioeaiee yooaeoeaiinoe
yeaeo?iiiie oe?iu, ii eioi?ui iiaeii noaeeoue i aa aeecianiiniaiinoe.
Ii?aaeaeaiu e oeiu yeaeo?iiiuo eiiiaiee, eioi?ui noaeaeaii ooeaeaoue a
aeanoeie eiieo?aioiie ai?ueaa.
Ia ca?a yeaeo?iiiie oi?aiaee aue auaeaeioo iinooeao, anei?a noaaoee
eeanne/aneei: “Oi?aiaey noaiao eo/oa, auno?aa, aeaoaaea, …ii ec yoeo
o?ao aeaeaaiuo oa?aeoa?enoee au iiaeaoa aua?aoue oieueei aeaa”.
Yoi cia/eo, /oi anee au oioeoa auno?i e ea/anoaaiii ?aaioaoue a
iaeanoe yeaeo?iiiie oi?aiaee, oeaia aaoeo oiaa?ia aoaeao auniea. Anee
i?aaeii/oaoa ea/anoaaiiia e aeaoaaia eniieiaiea caeacia, a?aiy aeinoaaee
aic?anoao. Anee aea aai aieueoa i?aaeony auno?ay e aeaoaaay ?aaioa, i?e
yoii anaaaea aoaeao no?aaeaoue ea/anoai ianeoaeeaaiey aaoeo eeeaioia.
Ethaay iiaeaeue yeaeo?iiiie oi?aiaee aeieaeia iicaieeoue eiiiaiee
eniieueciaaoue Eioa?iao, /oiau:
?ani?ino?aiyoue eioi?iaoeeth e oneoae auno?aa, /ai iin?aaenoaii
eaeeo-eeai ae?oaeo ia?eaoeiaiauo eaiaeia;
cia/eoaeueii nieaeaoue o?ainaeoeeiiiua ecaea?aeee ii n?aaiaieth n
ae?oaeie eaiaeaie ?ani?aaeaeaiey;
iaania/eoue ?aaeueioth aeinooiiinoue oiaa?ia e oneoa 7 aeiae a iaaeaeth,
24 /ana a nooee (eiia/ii, aeaeaei ia eaaeaeue noaiao caeacuaaoue /oi-
eeai a o?e /ana oo?a, ii anee eiio-ieaoaeue ana-oaee i?eaeao a aieiao,
yoio iioaioeeaeueiue iieoiaoaeue i/aiue iai?/eony, anee aao naeo ia
niiaeao ooo aea oaeiaeaoai?eoue aai aeaeaiea);
iicaieyoue iieoiaoaeyi iaeoe eiaiii oa oiaa?u, eioi?ua ei ioaeiu, n
iiiiuueth iiaaeoeo oaoiieiaee iienea, ono?aiythueo iaiaoiaeeiinoue a
aei?iainoiyuai oi?aiaii ia?niiaea;
iaeiiaoe, aeaeaoue ana yoi aac caaea?aeae e ioeaie, naienoaaiiuo
iin?aaeieeai.
Oei a?aiy, e yeaeo?iiiua eiiiaiee n oaeeaeaieai noaee iaia?oaeeaaoue,
/oi o ieo iiyaeythony eiieo?aiou, aeey eioi?uo niaethaeaiea anao o?ao
oneiaee iaeiia?aiaiii ia yaeyaony i?iaeaiie. E, /oi aeaaea aieaa aaaeii,
ia?oia?u e iio?aaeoaee noaee iaeeaeaoue io yeaeo?iiiuo eiiiaiee eiaiii
oaeiaeaoai?aiey anai o?ai e?eoa?eyi. Oe?iu iiaiai ia?acoea iinoaiaiii
noaee noaiaea?oii yeaeo?iiiie eiiiaiee, e noaei iiiyoii, /oi ea/anoai
na?aena, aai nei?inoue e ioiineoaeueiay aeaoaaecia oaia?ue iaioaeaeeiu
ae?oa io ae?oaa e yaeythony iaycaoaeueiuie ao?eaooaie yeaeo?iiiie
oi?aiaee.
Eeaea?u yeaeo?iiiie oi?aiaee aeieaeiu i?aaeeaaaoue oiaa?u e oneoae
niaa?oaiii iiaiai oeia a ?aieao naiae io?anee, /oiau auaiaeii
ioee/aoueny io eiieo?aioia.
Auea?aao aieueoa anao oio, eiio oaeanony ia?aui iaeoe aa?iia
iiaaoi?neia ?aoaiea, auaiaeyuaa aai eiiiaieth ia i?eioeeieaeueii iiaue
o?iaaiue yeaeo?iiiie oi?aiaee.[2]
3.1 Ninoiyiea e ia?niaeoeau yeaeo?iiiie oi?aiaee oeia
aecian-iieoiaoaeue.
N eaaeaeui aeiai a ?innee noaiiaeony ana aieueoa ethaeae, iieoiathueo
oiaa?u /a?ac Eioa?iao. Ae?oaea iiaee au aeaeaoue iieoiee a Eioa?iaoa, ii
iiea ia ?aoeeenue. Anoue eaoaai?ey ethaeae, eioi?ua ae?ooaeueiie n?aaea
aiiaua ia aeiaa?ytho e ie/aai oai iieoiaoue ia niae?athony.
Eioa?iao-iaaacei i?aaenoaaeyao niaie naeo, ia eioi?ii aunoaaeaiu
i?aaeeiaeaiey oiaa?ia eee oneoa e i?aaeoniio?aia aiciiaeiinoue caeaca
oiaa?a eee ieaoiie oneoae a ?aaeeia on-line, a oii /enea ii yeaeo?iiiie
ii/oa. A eoi yaeyaony iieoiaoaeai a Eioa?iao- iaaaceia?
E niaeaeaieth, iaaaceiu ?aaeei i?iaiaeyo aieaoe?iaaiea iieoiaoaeueneie
aoaeeoi?ee: ii?inu o?aaotho cao?ao, e ia ana iaaaceiu iiaoo naaa yoi
iicaieeoue. Oai ia iaiaa, i?iaeaaoeai aaaeii ciaoue, eaeay ioaeeea
caoiaeeo ia naeo iaaaceia e eaeia aeioiae iioaioeeaeueiiai iieoiaoaey.
Aieueoei iiaenii?ueai a yoii aii?ina iiaoo auoue aeaiiua, nia?aiiua
aiaeeoe/aneeie neoaeaaie. Aieueoeinoai Eioa?iao-ia?eaoieiaia i?e
iiaeaioiaea aeaiiuo /aua iieaaathony ia oaeie eino?oiaio, eae ?aeoeiae e
n/ao/eee iinauaiee web-no?aieoe. Oaeay noaoenoeea iicaieyao n aunieie
noaiaiueth oi/iinoe ii?aaeaeeoue i?aaeii/oaiey Eioa?iao-aoaeeoi?ee. Ii
aeaiiui Rambler.ru, a ?aai/ea /anu ii aoaeiei aeiyi /aniaay aoaeeoi?ey
?oiaoa, oi anoue /enei iieueciaaoaeae, iinauaaoeo Naoue a oa/aiea /ana,
ninoaaeyao ieiei 250 ouny/ /aeiaae, nooi/iay aoaeeoi?ey i?eaeeaeaaony e
iieooi?a ieeeeiiai. Iniiaiay /anoue iinauaiee Eioa?iao-iaaaceiia
i?eoiaeeony ia ?aai/ea aeie, a a auoiaeiua iinauaaiinoue ianeieueei
iaaeaao. Ii anae aeaeeiinoe, iieoiaoaee iieuecothony aiciiaeiinoueth
aeinooia a Eioa?iao i?aeiouanoaaiii ia ?aaioa. *oi eanaaony nooaeaioia e
oeieueieeia, oi yoi aanueia aeeiaie/iay i?ineieea iieueciaaoaeae. Oio,
eoi naaiaeiy aua oieueei o/eony, a iaaeaeaeii aoaeouai iaeaeao naaa
oi?iooth ?aaioo, iiyoiio Eioa?iao-iaaaceiu no?aiyony /ai-oi i?eaea/ue
iieiaeaaeue oaea nae/an. Iieoiee a Eioa?iao-iaaaceiao aeaeatho ia
oieueei /anoiua eeoea, ii e iaeue aecian: iai?eia?, iaaieueoea
i?aaiecaoeee /anoi iieoiatho eiioi?neia iai?oaeiaaiea e eaioeoiaa?u aeey
ioena.
Oniao yeaeo?iiiie eiiia?oeee ai iiiaii caaeneo io oiai, eae iinoaaeaia
nenoaia aeinoaaee e ?an/aoia. Iieaoa oiaa?ia e oneoa, i?aaeeiaeaiiuo a
Eioa?iaoa, /a?ac o?aaeeoeeiiiua aaieianeea o/?aaeaeaiey, i?eieiathuea
iieaoo io a?aaeaeai iaee/iuie, iiaeao i?ioiaeeoue n caaea?aeeaie.
Oe?aieaiea eio?ano?oeoo?u yeaeo?iiiie eiiia?oeee aeieaeii
nii?iaiaeaeaoueny iaaaaeaieai ii?yaeea a ?aaioa no?oeoo?,
inouanoaeythueo aeinoaaeo e iieaoo. Oi?iu iieaou a Eioa?iao- oi?aiaea
iiaoo auoue naiuie ?aciuie: iaee/iuie, iaeiaeaiiui ieaoaaeii i?e
iieo/aiee oiaa?a ii ii/oa, aaieianeei ia?aaiaeii, ii/oiaui ia?aaiaeii,
ieanoeeiaie ea?oie, yeaeo?iiiuie aeaiueaaie (a yoii neo/aa iaaacei e
iieoiaoaeue aeieaeiu auoue ca?aaeno?e?iaaiu a iaeiie ec nouanoaothueo
nenoai oeeo?iauo ieaoaaeae).
Nouanoaaiiiai ?inoa eiee/anoaa Eioa?iao-iaaaceiia a ?aaeiiao iaeeaeaoue
iiea ia noieo. ?acoiaaony, yoi ia eanaaony ?aaeiiaeueiuo oeeeaeia
e?oiiuo iaaaceiia. Anoue ieoe, eioi?ua caiyou aeinoaoi/ii e?oiiuie
eiiiaieyie, ?aaioathueie ia ?uiea Eioa?iao-oi?aiaee iiiai eao. Nei?aa
anaai, aoaeoo nicaeaiu niaoeeaeece?iaaiiua iiae?acaeaeaiey aeaenoaothueo
iaaaceiia, i?eaioe?iaaiiua ia ianeoaeeaaiea caeacia, iinooiathueo ec
?aaeiiia. Neaaeoao o/eouaaoue e iieoiaoaeueneoth aeoeaiinoue a
ioaeaeueiuo ai?iaeao. Eioa?iao-oi?aiaey a Ieaeiai Iiaai?iaea caieiaao ia
oaeia cia/eoaeueiia ianoi, eae, iai?eia?, a Aeaoa?eiao?aa eee
Naieo-Iaoa?ao?aa, aaea aeinoaoi/ii iiiai Eioa?iao-iaaaceiia. Ai iiiaii
oniao aeciana B2C naycai n ?acaeoeai oaeaeiiioieeaoeee. A ?aieao NIA
oaea noi?ie?iaaeenue aieaa eee iaiaa aeoeaiua oi?aiaua ciiu,
ioaaouaathuea Aaei?onneth, Oe?aeio, ?aaeiiu aa?iiaeneie /anoe ?innee,
O?ae e Aeaeueiee Ainoie.
Aei iaaeaaiaai a?aiaie iaeaieaa /anoi iieoiaaiuie a Eioa?iaoa oiaa?aie
auee i?ia?aiiiia iaania/aiea, eiiiuethoa?iua eiiieaeoothuea, eieae,
aoaeeicaiene ia CD, aeaeaioeeueiu ia eannaoao VHS e DVD. Iaeiaei
naaiaeiy iinaoeoaee Eioa?iao-iaaaceiia noaee i?eia?aoaoue e aieaa
aei?iaea oiaa?u. Caiaoioth aeoeaiinoue noaee i?iyaeyoue oi?aiaua
ieiuaaeee, i?aaenoaaeythuea aioeeaa?iua iaaaceiu, ooaeiaeanoaaiiua
aaea?ae, naeiiu eneonnoaa, i?aaeeaaathuea i?iecaaaeaiey
ecia?aceoaeueiiai eneonnoaa, thaaee?iua ecaeaeey, iaaaeue, i?aaeiaou
?ineioe. Oa?aeoa?enoeee oaeeo oiaa?ia, eae eieae, iocueaeueiua caiene,
aeii, aecian-noaaie?u e ia?othia?ey, /anoi auaatho ecaanoiu iieoiaoaeth
aua aei iioiaea ia naeo, iineieueeo /anoi aeinoaoi/ii ciaoue eiy
i?iecaiaeeoaey, /oiau i?eiyoue ?aoaiea i iieoiea. A aio aeaeeeaoanu,
i?aaeeaaaaiua e?oiiaeoeie Eioa?iao-aano?iiiiaie, aaeioiiaeytho iaiiiaeo.
?inneyia, iieoiathuea i?iaeoeou ieoaiey a Naoe, ianiiiaiii, iuouatho
naay aa?iyie. Aeey aieueoeinoaa ?inneyi eieaana ec Eioa?iao- iaaaceia
ana aua yaeyaony yecioeeie. Aiai?yo, /oi nei?i iiyaeony oaeie aeae
oneoa, eae ae?ooaeueiay i?eia?ea iaeaaeaeu. Naaiaeiy aea i?eia?aoaiea
iaeaaeaeu aac i?eia?ee o?aaoao io iieoiaoaey ii?aaeaeaiiie niaeinoe.
I?aaeiieiaeei, au i?eaueee iineoue aeaeeinu Levi’s 501-e iiaeaee. Anee
au ciaaoa naie ?acia? e oi/ii ciaaoa, /oi oioeoa eoieoue eiaiii oo
iiaeaeue, au iiaeaoa niaei ioi?aaeyoueny a ae?ooaeueiue iaaacei aeey
iaiiaeaiey aa?aea?iaa. Aeaaea noeeenou e aecaaeenou oaeaea ia/aee
i?aaeeaaaoue naie oneoae a Eioa?iaoa. Oaea naaiaeiy au iiaeaoa aac
i?iaeai iiaeia?aoue i?ia?aiiiuie iaoiaeaie iiaeoiaeyuoth iiaeaeue
i?e/anee a Naoe. A iiaeo aoiaeyo eioa?aeoeaiua oai?/aneea na?aenu. A
Eioa?iaoa anoue iaaaceiu, aaea eeeaio nai eiino?oe?oao iaaaeue aeey
eiiiaou eee ioena, nai niae?aao eiiaeiaoeeth ec aioiauo yeaiaioia ?aciuo
eiioeao?aoeee, ca eioi?oth aioia ieaoeoue aeaiueae. A eaeii-oi niunea
yoi ?acaeaathuee eioa?aeoeaiue na?aen, iiaoaeaeathuee e oai?/anoao. Ciay
?aaeueiue ?acia? i?ino?ainoaa, eoaea aeieaeia anoaoue iaaaeue, iiaeii
naiiio neiino?oe?iaaoue ae?ooaeueiue eioa?uea?. Aeaaea anee oaeay ea?a
ia caaa?oeony iieoieie, a oaeii na?aena anoue ii?aaeaeaiiay iieueca: yoi
oaeaeaoaeueiay ea?ooea aeey ac?ineuo e aeaoae. Iniaaiii aeoeaii
?acaeaaaony a Naoe oi?aiaey auoiaie oaoieeie. Ia naeoao e?oiiuo
iineianeeo iaaaceiia oniaoii i?iaeathony eiiiuethoa?u, nioiaua oaeaoiiu,
eooiiiia iai?oaeiaaiea e i?aoaoieea. Eae i?aaeei, yoe oiaa?u niaaaeaiu
oaoie/aneeie oa?aeoa?enoeeaie, oioia?aoeyie e iienaieai a noaiaea?oiie e
aeinooiiie oi?ia. Iniauaiiinoue Eioa?iao-iaaaceiia aiia?aoiuie e
i?ia?aiiiuie n?aaenoaaie aaaeaiey aeciana iaiaeeiaeiaa. Iaeioi?ua
iaaaceiu i?eieiatho caeacu ii yeaeo?iiiie ii/oa. Ae?oaea aiiaua
niiauatho eeoue iiia? oaeaoiia e ii/oiaue aae?an, eoaea neaaeoao
iai?aaeoue caeac.
Ec-ca iaaeinoaoi/iiai ?ani?ino?aiaiey yeaeo?iiiuo ea?o aeey iieaou
iieoiie a Eioa?iao- iaaaceiao iniiaiay ianna ?an/aoia i?ienoiaeeo
iaee/iuie aeaiueaaie i?e iieo/aiee caeaca. A yoii neo/aa eo?uea?
auiieiyao aua e ?ieue eanne?a. Iaeaieaa iiioey?iua niiniau iieaou a
ii?yaeea oauaaiey: iieaoa iaee/iuie i?e iieo/aiee caeaca (aieaa 75%
iieoiie); aieaa 60% iaaaceiia i?eieiatho iieaoo /a?ac aaie; iaiueoeinoai
ninoaaeytho iieoiee, iiea/eaaaiua /a?ac naoaaua nenoaiu eee n iiiiuueth
ieaoaaeiuo ieanoeeiauo ea?o. Iaaeinoaoi/iay iiioey?iinoue ieanoeeiauo
ea?oi/ae io/anoe iauyniyaony e iaaeiaa?eai, oei?aieaoeiny a ianniaii
niciaiee. Ia ana oaa?aiu a oii, /oi i?eaacoo eiaiii oio oiaa?, eioi?ue
iiea/eaaaony ca?aiaa. Oai ia iaiaa, iaaeiaa?ea iinoaiaiii onooiaao ianoi
aeaeaieth iieueciaaoueny aeaaaie oeeaeeecaoeee, a oii /enea yeaeo?iiiuie
ieaoaaeaie.
Oniao oiai eee eiiai Eioa?iao-oi?aiaiai ?ano?na ii?aaeaeyaony ia oieueei
oai, /oi eiaiii iiaeii oai eoieoue, ii e oai, ianeieueei iaaeyaeii e
iieii i?aaenoaaeaiu i?iaeaaaaiua i?aaeiaou. I?aeiouanoaa
Eioa?iao-aeo?eiu caeeth/athony a oii, /oi iia anaaaea aeinooiia, e iae
iiaeii a ethaie iiiaio aa?iooueny e aieiaoaeueii iciaeiieoueny n
iio?aaeoaeueneeie naienoaaie e ecia?aaeaieai i?aaeeiaeaiiiai oiaa?a.
?acoiaaony, auai? oiaa?ia a Eioa?iaoa ia anaaaea caeai/eaaaony iieoieie.
I/aiue /anoi aeo?eiu Eioa?iao-iaaaceiia eniieuecothony eae
eioi?iaoeeiiiua ?ano?nu, iicaieythuea iieo/eoue iiae?iaioth
oa?aeoa?enoeeo oiaa?a, oaeaeaoue aai oioia?aoeth, aua?aoue eo/ooth
iiaeaeue, n?aaieoue nouanoaothuea oeaiu ia iaeiioeiiua oiaa?u eee
oneoae, i?i/anoue eiiiaioa?ee, inoaaeyaiua ae?oaeie iieoiaoaeyie.
Iiaea/a caeaca inouanoaeyaony a ?aaeeia on-line eee ii yeaeo?iiiie
ii/oa. Anee Eioa?iao-iaaacei eiaao aeinoaoi/ii noaaeeueioth
iinauaaiinoue, o iaai anoue oain aeiaeoueny oniaoa. Ia eaeii-oi yoaia ii
iiaeao aeaaea iaieoenue aac iinoiyiiie ?aeeaiiie iiaeaea?aeee. Eae
i?aaeei, ia iinauaaiinoue aeeyao ianna oaeoi?ia: a?aiy nooie,
aiciiaeiinoe aeinooia iieueciaaoaey a Eioa?iao, i?acaeieee, eaieeoeu.
Iiaua yaeaiey a aeecie ?inneeneeo ?aaeiiia – aaa?iua ioeeth/aiey
yeaeo?e/anoaa – oiaea aeeytho ia iinauaaiinoue. Iaeioi?ua iaaaceiu
no?aiyony e oiio, /oiau o ieo ia naeoa auei aieueoa nii?iaiaeaeathuae
eioi?iaoeee, iai?eia?, iieaeiiaua eiinoeueoaoeee niaoeeaeenoia ii
auoiaie oaoieea eee iocuau /eoaoaeae ia i?iaeaaaaioth eieao eee iiaue
CD. Ana yoi nicaeaao aoiinoa?o, iiaoaeaeathuoth iieoiaoaey i?eiyoue
iiceoeaiia ?aoaiea i iieoiea. Nicaeaiea iieiaeeoaeueiiai eieaeaea naeoa
aanueia iieacii. Auee neo/ae, eiaaea iieoiaoaee iaaaceiia,
i?aaenoaaeaiiuo a ?aeoeiaa Rambler’s TopShop ia?auaeenue e
?oeiaiaeeoaeyi i?iaeoa TopShop eae e aaoi?eoaoiiio aeth?e n aeaeiaaie
oaeiai ?iaea: «Au aea?aeeoa iaaacei N a naiai ?aeoeiaiaii nienea, a iaiy
oai ieioi ianeoaeeee». Iaaaoeaiay eioi?iaoeey a ae?ooaeueiie n?aaea
?ani?ino?aiyaony i/aiue auno?i. Oai, eoi oaea aeiaeeny a Naoe oniaoa,
oi/aony nio?aieoue naia aeia?ia eiy a ?oiaoa. A oeaeii o?iaaiue
Eioa?iao-oi?aiaee auoa, /ai nouanoaothuay iuia a ?innee iauay eoeueoo?a
oi?aiaee.
Niune ioaeeeaoeee e iinoiyiiiai iaiiaeaiey aeia?iaieueiiai ?aeoeiaa
Eioa?iao-iaaaceiia nei?aa ia a oii, /oiau n?aaieaaoue, eaeie ec
iaaaceiia eo/oa e e?o/a, a a oii, /oi iieueciaaoaeyi ioaeai eaoaeia e
?oa?eeaoi?. Ooo aeoo eiieo?aioeee ionooiaao ia?aae iaiaoiaeeiinoueth
ciaoue ?aaeueiia iieiaeaiea aeae a oii eee eiii naaiaioa a-oi?aiaee.
Eaeay ?aeoeiaiaiai eaoaeiaa aeinoaoi/ii i?inoa. Yoi yeaiaioa?iue
?oa?eeaoi?, aaea naeou auno?iaiu a ii?aaeaeaiiii ii?yaeea. Iieuecoynue
noaoenoeeie iieoiie eee iinauaiee, iiaeii ii?aaeaeeoue noaiaiue
iiioey?iinoe naeoa, a?aiy ieeiauo iaa?ocie, oa?aeoa? cai?inia,
iai?aaeyaiuo iinaoeoaeyie e iiiaia ae?oaia. ?oa?eeaoeey a TopShop’a
ono?iaia ii eiiio i?eioeeio, iaaeaee o Top100. Yoi iaoneiaeaii i?aaeaea
anaai oai, /oi o TopShop e Top 100 ?aciua oeaee. ?aeoeia TopShop aieaa
iiaeeueiue, eo/oa ioia?aaeaao oaeouoth neooaoeeth ia ?uiea
Eioa?iao-oi?aiaee. Ia naeoa iaaeyaeii iieacaia aeeiaieea iinooieaiey
caeacia, ?aaoey?ii iaiythony aeaiiua, ioaeeeoaiua a i?aen-eenoao.
O/anoieee ?aeoeiaa noiaee iacaaanoenue nianoaaiiie neoaeaie aeinoaaee.
Naaiaeiy a ?aeoeiaa Rambler’s TopShop ca?aaeno?e?iaaii ii/oe 2 ouny/e
aieueoeo e iaeuo Eioa?iao-iaaaceiia. A yoio i?anoeaeiue «eeoa
aeinoieiuo» i?eieiathony eeoue oa, eoi iieiinoueth niioaaonoaoao anai
o?aaiaaieyi, i?aaeuyaeyaiui e o/anoieeai ?aeoeiaa. O/anoaoy a ?aeoeiaa
iaaaceiia, iaeaiueeay eiiiaiey iiaeao i?aiiaeianoe naie eaoaeia ia iaiaa
aeinoieii, /ai aieueoay. I?e nicaeaiee ?aeoeiaa iniiaiie caaea/ae auea
iauaeoeaiinoue e iieiioa.[5]
*ooue aieaa iieooi?a aiaea oiio iacaae a ?oiaoa ia/aeny iiaue i?ioeann –
i?ioeann inaiaiey i?ino?ainoaa yeaeo?iiiie eiiia?oeee. E anee aei 1998 –
ia/aea 1999 aiaea Eioa?iao aue ianoii yiooceanoia e ethaeae oaea/aiiuo
iiauie oaoiieiaeyie e aiciiaeiinoyie, oi, ia/eiay n na?aaeeiu 1999 e
aanue 2000 aiae aieueoeinoai o/anoieeia Eioa?iao aeaeaeaiey noaee a
ianniaii ii?yaeea iuoaoueny ca?aaaouaaoue aeaiueae.
A ?innee noaei iiyaeyoueny aieueoia eiee/anoai ?aciiia?aciuo eioa?iao-
i?iaeoia. Yoi eae i?iaeou ii i?aaeinoaaeaieth ieaoiiai eiioaioa, i?iaeou
yeaeo?iiiuo oi?aiauo ieiuaaeie, oae e eioa?iao-aoeoeeiiu, ?acii?iaeiua
ii?oaeu, eioa?iao-iaaaceiu e i?.
Iaeiei ec naiuo iiioey?iuo aeciania a eioa?iaoa noaei nicaeaiea
eioa?iao-iaaaceia eee eia/a iiaeaeue B2C (B2C, business-to-consumer –
i?iaeaaea oiaa?ia e oneoa /anoiui eeoeai).
*oi auei iaoneiaeaii no?aieoaeueiuie oaiiaie ?acaeoey iiaeiaiiai ?iaea
i?iaeoia ia caiaaea, a ia?aoth i/a?aaeue, Amazon.com. A oaeaea, yoi
naycaii n oai, /oi aeaiiay iiaeaeue aeciana eiooeoeaii iaeaieaa iiiyoia
aieueoeinoao ?inneeneeo i?aaei?eieiaoaeae. Ii nooe, yoi ?aaeecaoeey
noaiu iau/iiai oi?aiaiai i?aaei?eyoey n i?aiaiaieai iiaaeoeo oaoiieiaee.
Yenieoaoe?oaony naienoai naoe eioa?iao, /oi a iaeii e oiaea ianoi (ia
naeo eiiiaiee) iiaeao iaeiia?aiaiii i?eeoe iaia?aie/aiiia eiee/anoai
iioaioeeaeueiuo iieoiaoaeae. Oae, ia naeou iaaaceiia Amazon.com,
eToys.com a aeaiue i?eoiaeyo ianeieueei ieeeeiiia iinaoeoaeae. Ie iaeei
?aaeueiue offline iaaacei ia auaea?aeeo oaeiai iaieuaa. Iethn e yoiio,
iioaioeeaeueiay aiciiaeiinoue nie?auaiey ecaea?aeae ca a?aiaeo
iiiauaiey, eiee/anoaa ia?niiaea, aiciiaeiinoue i?aaenoaaeaiey aieueoie
iiiaieeaoo?u ecaeaiee (Aiacii.com – 28 iei. iaeiaiiaaiee ) e o.i.
?anniio?ei iauoth noaio ?aaiou aecian iiaeaee B2C, i?eiaiyaioth
aieueoeinoaii i?aaei?eyoee.
I?eioeeieaeueiay noaia ?aaiou iiaeaee B2C. *a?ac naoue Eioa?iao
iieoiaoaeue i?e iiiiue a?ioca?a caoiaeeo ia web-naeo eioa?iao-iaaaceia.
Web-naeo niaea?aeeo yeaeo?iiioth aeo?eio, ia eioi?ie i?aaenoaaeaiu
eaoaeia oiaa?ia (n aiciiaeiinoueth iienea) e iaiaoiaeeiua eioa?oaeniua
yeaiaiou aeey aaiaea ?aaeno?aoeeiiiie eioi?iaoeee, oi?ie?iaaiey caeaca,
i?iaaaeaiey ieaoaaeae /a?ac Eioa?iao, ioi?ieaiey aeinoaaee, iieo/aiey
eioi?iaoeee i eiiiaiee-i?iaeaaoea e on- line iiiiue.
?aaeno?aoeey iieoiaoaey i?iecaiaeeony eeai i?e ioi?ieaiee caeaca, eeai
i?e aoiaea a iaaacei. Iinea auai?a oiaa?a io iieoiaoaey o?aaoaony
caiieieoue oi?io, a eioi?ie oeacuaaaony, eaeei ia?acii aoaeao
inouanoaeaia iieaoa e aeinoaaea. Ii ieii/aiee oi?ie?iaaiey caeaca e
?aaeno?aoeee any nia?aiiay eioi?iaoeey i iieoiaoaea iinooiaao ec
yeaeo?iiiie aeo?eiu a oi?aiaoth nenoaio eioa?iao-iaaaceia. A oi?aiaie
nenoaia inouanoaeyaony i?iaa?ea iaee/ey cao?aaiaaiiiai oiaa?a ia
neeaaea, eieoeee?oaony cai?in e ieaoaaeiie nenoaia. I?e ionoonoaee
oiaa?a ia neeaaea iai?aaeyaony cai?in iinoaaueeo, a iieoiaoaeth
niiauaaony i a?aiaie caaea?aeee.
A oii neo/aa, anee iieaoa inouanoaeyaony i?e ia?aaea/a oiaa?a
iieoiaoaeth (eo?uea?ii eee iaeiaeaiiui ieaoaaeii), iaiaoiaeeii
iiaeoaa?aeaeaiea oaeoa caeaca. *aua anaai yoi i?ienoiaeeo iin?aaenoaii
yeaeo?iiiie ii/ou eee ii oaeaoiio. I?e aiciiaeiinoe iieaou /a?ac
Eioa?iao, iiaeeeth/aaony ieaoaaeiay nenoaia. Iiae?iaiia iienaiea anao
aiciiaeiuo niiniaia, i?eiaieiuo aeey yeaeo?iiiuo ieaoaaeae a ?innee
aoaeao i?eaaaeaii ieaea. Iinea niiauaiey i i?iaaaeaiee on-line ieaoaaea
oi?aiaie nenoaiie oi?ie?oaony caeac aeey neoaeau aeinoaaee.
A ianoiyuaa a?aiy a ?oiaoa nouanoaoao 700-800 iaaaceiia, aieueoeinoai ec
eioi?uo auei nicaeaii a iineaaeiea iieoi?a-aeaa aiaea (ia ia/aei 1999
aiaea nouanoaiaaei iaiaa nioie iaaaceiia). Iaeaieaa iiioey?iuie
oiaa?aie, i?aaenoaaeaiiuie a eioa?iao-iaaaceiao, yaeythony eieae,
aeaeai, CD, DVD, eiiiuethoa?u e eiiieaeoothuea, i?iaeoeou, auoiaua
oiaa?u. (ii aeaiiui enneaaeiaaiee ia eiiiuethoa?iue anni?oeiaio
i?eoiaeeony aieaa 50% iai?ioa, i?e oii, /oi aeiey caeeth/aiiuo naeaeie
ii oiaa?ai aeaiiie a?oiiu ia i?aauoaao 10 % io iauaai iauaia, ia eieae,
aeaeai, CD i?eoiaeeony aieaa 70% anao caeeth/aaiuo naeaeie e eeoue 30%
iai?ioa ).
Eae iieacuaaao i?aeoeea, aieueoeinoai nicaeaiiuo eioa?iao-iaaaceiia ia
eniuouaatho aaeeioaaeiiai iaieuaa iinaoeoaeae, e yoi, ianiio?y ia oe?iei
?aeeaie?oaiua “i?aeiouanoaa” eioa?iao-oi?aiaee, a oae iieoiaoaeae o
iiaeiaiiai ?iaea oi?aiauo oi/ae e oiai iaiueoa. Ia naaiaeiyoiee aeaiue
/ooue aieaa aeanyoea eioa?iao iaaaceiia i?aiaeieaee ieaieo a 1000
iinaoeoaeae a aeaiue (caiaoei, iinaoeoaeae, a ia iieoiaoaeae). O iaeiiai
ec naiuo iiioey?iuo iaaaceiia ?oiaoa – iaaaceia “Icii” eiee/anoai
iinaoeoaeae /ooue aieaa 4-5 ouny/, a caeacia ia aieaa aeaoo-o?ao nioai a
aeaiue. Ianiio?y ia yaiia eeaea?noai ii eiee/anoao iinaoeoaeae, ii
neiaai ?oeiaiaenoaa “Iciia” “iaaacei iiea aua ia aeinoea i?eaueueiinoe”.
*oi oiaaea aiai?eoue ia inoaeueiuo o/anoieeao eioa?iao-oi?aiaee ?oiaoa.
Aaaeue iiaeaaeythuoth /anoue eioa?iao-iaaaceiia ninoaaeytho iaaaceiu n
iinauaaiinoueth 200-300 iinaoeoaeae a aeaiue (io 5-15 caeacia).
Naaiaeiy, ?aaeueiie oi?aiaee a ?oiaoa iao. I?e/ei, iauyniythueo aeaiiia
iieiaeaiea aeae, iaoiaeyo iiiaeanoai: yoi e iaaeinoaoi/iia eiee/anoai
iieueciaaoaeae eioa?iao, ieceee aeioiae ianaeaiey, e ia ?acaeoinoue
ieaoaaeiuo nenoai a ?innee, ionoonoaea nenoai aeinoaaee e i?.
Ii?aaaeaiee ieioie ?aaioa eioa?iao-i?iaeoia iaoiaeeony iiiai.
Ii, anee iauaeoeaii ?anniao?eaaoue aeaiiia iieiaeaiea aeae a naeoi?a
B2C, iiaeii ioiaoeoue, /oi aei iineaaeiaai a?aiaie oi?aiaeae eae oaeiaie
ieeoi caieiaoueny ia no?aieeny. Aeaenoaey aieueoeinoaa ea?ieia a naeoi?a
yeaeo?iiiie eiiia?oeee auee iai?aaeaiu ia ia nicaeaiea yooaeoeaiie
iiaeaee aeciana, a ia ?acaeoaaiea niaeoeyoeaiuo iaeeaeaiee ia ?uiea
eioa?iao. Eiie?iaaiea iiuoa caiaaeiiai ?uiea aunieeo oaoiieiaee (eioi?ue
iiiaeie ?inneeneeie niaoeeaeenoaie n/eoaaony “aaeeinoaaiii i?aaeeueiui,
a iiyoiio aa?iui”) i?eaaei e oiio, /oi aieueoeinoai eiiiaiee
o/anoaothueo a noaiiaeaiee eioa?iao-?uiea ?innee aeaeaee aaeeinoaaiiia
?aoaiea – auione aeoeee eiiiaiee. A ii yoiio, aeoeaii no?aieeenue
nicaeaoue ?onneee NASDAQ, ii ia oniaee. Nia/aea ia aia?eeaineii ?uiea
aeoeee oaoiieiae/aneeo eiiiaiee i?iecioae aanaiiee niaae, a a aeaeaa?a
2000 iocu?ue naeoeny. E oaia?ue, eiaaea iaaeaaeaeu ca?aaioaoue ia
auionea aeoeee eaioee a iaauoea, ia?aae ?oeiaiaenoaii iiiaeo eiiiaiee n
?ieiaie iaiaoiaeeiinoueth anoaiao aii?in – eee cae?uaaoue i?iaeo, eeai
no?aieoueny naeaeaoue aai, ii e?aeiae ia?a, aacoauoi/iui.
A o?aoueai eaa?oaea 2000 aiaea cao?aou eioa?iao- i?aaei?eyoee aeinoeaee
$2 ie?ae. I?e yoii i?eauee a yoii aeciana ieacaeenue cia/eoaeueii
iaiueoa. N o/aoii oiai, /oi a yoii aiaeo iaeeaeaaony aeaeueiaeoee niaae
a iaeanoe yeaeo?iiiie eiiia?oeee, iiiaea eiiiaiee ia noiatho iaeoe
n?aaenoa e nouanoaiaaieth. A ?acoeueoaoa i?aauoaiea cao?ao iaae
aeioiaeaie noaiao iniiaie i?iaeaiie, eioi?oth i?eaeaony ?aoaoue
eioa?iao-i?iaeoai.
Ii aeaiiui eiiiaiee Webmergers.com, a oa/aiea 2000 aiaea i?ae?aoeee naia
nouanoaiaaiea 210 eioa?iao-oe?i, i?e yoii 60% ec ieo auee cae?uou a
oa/aiea /aoaa?oiai eaa?oaea ooaaeoaai aiaea.[15]
Ieceee o?iaaiue eiiiuethoa?ecaoeee e n?aaieoaeueii iacia/eoaeueiia
eiee/anoai eiaeeaeaeoaeueiuo iieueciaaoaeae Eioa?iao ia iicaieytho
?innee iiaoi?eoue aeeiaieeo ?acaeoey, oa?aeoa?ioth aeey i?iiuoeaiii
?acaeouo no?ai Caiaaea, eiaaea iauaiu naeaeie oeia A2N oaaee/eaaeenue ec
aiaea a aiae a ?acu. E?iia oiai, oaiiu ?acaeoey yoiai naeoi?a
yeaeo?iiiiai aeciana a ?innee a nouanoaaiiie ia?a caaenyo io oaiiia
?acaeoey yeiiiieee a oeaeii. Iaeiaei, ianiio?y ia ia?aie/eaathuea
yeaeo?iiioth oi?aiaeth iio?aaeoaeueneeie oiaa?aie oaeoi?u, yoio aeae
aeciana aanueia ia?niaeoeaai e aoaeao iniaaiii auno?i ?acaeaaoueny a
e?oiiuo ioiineoaeueii oi?ioi eiiiuethoa?ece?iaaiiuo e ioaa/aiiuo naoueth
Eioa?iao ai?iaeao ?innee.
Ii ninoiyieth ia na?aaeeio 2000 aiaea a ?innee auei ca?aaeno?e?iaaii
nauoa 500 Eioa?iao-iaaaceiia, ec eioi?uo ?aaeueii ooieoeeiie?iaaei eeoue
80. Eo niaieoiiue aeioiae ca 1999 aiae ninoaaee anaai 1-1,5 iei. aeiee.
?ieue Eioa?iao- oi?aiaee aeey aeciana, eae i?aaeei, naiaeeeanue e
?aciauaieth eioi?iaoeee i eiiiaieyo e eo oneoaao ia no?aieoeao ?oiaoa
(/anoue naoe Eioa?iao, a eioi?ie i?aiaeaaeathuei ycueii iauaiey yaeyaony
?onneee) e aeieoiaioiiai?ioo /a?ac Eioa?iao.
Iaeiei ec aeaaiuo i?aiyonoaee oe?ieiio ?ani?ino?aiaieth yeaeo?iiiie
eiiia?oeee a ?innee, iniaaiii ii iai?aaeaieth A2N (iio?aaeoaeue-aecian),
yaeyaony ionoonoaea aaeaeaaoiuo nia?aiaiiuo nenoai aaciaee/iiai ?an/aoa.
Ia/aaoaany ?ani?ino?aiaiea nenoaiu ieanoeeiauo ea?o ?acei caoi?iiceeinue
iinea aaaonoianeiai 1998 aiaea oeiainiaiai e?ecena. A ianoiyuaa a?aiy
eeoue a e?oiiuo Eioa?iao-iaaaceiao iiaeii ?anieaoeoueny n iiiiuueth
iaaeaaaoiauo ea?o. A aieaa iaeeeo – iaee/iuie n eo?uea?ii eee /a?ac
nenoaio CyberPlat (aeey /aai ioaeai n/ao a niioaaonoaothuai aaiea)
iaeiaeaiiui ieaoaaeii, /a?ac Naa?aaie, ii/oiaui ia?aaiaeii. Inaaeaathony
e aieaa i?ia?anneaiua oaoiieiaee ?an/aoia a Eioa?iao. Oae, iaeioi?ua
?inneeneea aaiee oaea a 1999 aiaeo ia/aee inaaeaaoue nenoaiu yeaeo?iiiuo
ieaoaaeae, iicaieythuea i?eia?aoaoue oiaa?u a Eioa?iao-iaaaceiao. A
iniiao oaeeo nenoai caeeaaeuaaaony oaoiieiaey “oeeo?iauo iaee/iuo” eee
yeaeo?iiiuo eioaeueeia.
Yeaeo?iiiue eioaeae i?aaenoaaeyao niaie eeeaioneoth i?ia?aiio,
iicaieythuoth ia?aaiaeeoue e iieo/aoue aeaiueae, o?aieoue eo a
Eioa?iao-aaiea, eiiaa?oe?iaaoue, auaiaeeoue ec nenoaiu ia iau/iua
aaieianeea n/aoa, i?iaiaeeoue ?yae ae?oaeo iia?aoeee. A ianoiyuaa a?aiy
n iiiiuueth yoie oaoiieiaee ?an/aoia iiaeii eoieoue oaeea oiaa?u e
oneoae, eae aeinooi a Eioa?iao eee oneoae eiiiuethoa?iie oaeaoiiee,
ni?aaee i i?iaiica iiaiaeu, aae?ana neoaea ciaeiinoa, iaeaeaeeiaiaoth
naycue. Oaoiieiaey oeeo?iauo iaee/iuo eiaao aunieoth noaiaiue
eiioeaeaioeeaeueiinoe eioi?iaoeee e caueou io iiaeaeaeie,
oaeueneoeeaoeee e eiie?iaaiey.
Neaaeoao ioiaoeoue, /oi a ?innee oniao ?acaeoey yeaeo?iiiiai aeciana
oeia A2N aoaeao nouanoaaiii caaenaoue io aiciiaeiinoe caaiaaaiey
iaiaoiaeeiiai o?iaiy aeiaa?ey ianaeaiey e eiiiaieyi, i?iaeathuei oiaa?
/a?ac ae?ooaeueiue iaaacei. Einaaiiui i?eciaeii ia?niaeoeaiinoe
?icie/iiai naeoi?a yeaeo?iiiiai ?uiea ?innee, a oaeaea i?eaeeaeathuaeny
ino?ie eiieo?aioeee a ?inneeneie /anoe Eioa?iao yaeyaony iaeeaeaiea
eiaanoeoeeiiiie aeoeaiinoe a yoii iai?aaeaiee.
Ana /aua noaea iiyaeyoueny eioi?iaoeey i caeioa?aniaaiiinoe caiaaeiuo
eiaanoi?ia a i?eia?aoaiee ?inneeneeo Eioa?iao-eiiiaiee e Eioa?iao-
iaaaceiia. Aua a eiioea 1999 aiaea Oieaeeia Golden Telecom iauyaee i
iieoiea naiae aei/a?iae no?oeoo?ie, eiiiaieae “Oaea?inn”, aeaoo
iaoa?ao?aneeo Eioa?iao- eiiiaiee – “Iaaaeeie” e “Iaaa Oaeaeii”. A ia/aea
2000 aiaea eiaanoeoeeiiiay a?oiia “?onneea oiiaeu” e eiiiaiey Orion
Capital Advisors i?eia?aee eiio?ieueiue iaeao “Eiiiaiee Noae”,
aeaaeaeueoea iaeiiai ec naiuo iiioey?iuo naeoia a ?inneeneie Naoe –
eioi?iaoeeiiii-iieneiaie nenoaiu Rambler. E?iia oiai, o/anoieee yoie
naeaeee ia ne?uaaee naieo iaia?aiee eiaanoe?iaaoue a aeeaeaeoaa a?aiy e
a ae?oaea i?iaeou ?onneiycu/iie /anoe Eioa?iaoa ianeieueei aeanyoeia
ieeeeiiia aeieea?ia.
Ia iaino?aiee eiieo?aioeee naeaeaoaeuenoaoao ii/oe iaeiia?aiaiiia
iiyaeaiea e aoi?iai e?oiiiai eiaanoi?a: i nicaeaiee niaianoiiai
i?aaei?eyoey ru-Net Holdings aeey aeiaeaiey n?aaenoa a ?inneeneee
Eioa?iao iauyaeee eiiiaiey Baring Vostok Capital Partners (aei/a?iyy
oe?ia eiaanoeoeeiiiiai oiiaea Baring Private Equity Partners, aoiaeyuaai
a ING Group) e ?inneeneee aaie “Iauaaeeiaiiay oeiainiaay a?oiia”. E?iia
aeaoo aeaaiuo ia?oia?ia, a oe?ia ru-Net Holdings aua ieiei 15
aeoeeiia?ia. Iauee eaieoae oieaeeiaa ninoaaeyao naaiaeiy ieiei 20 iei.
aeiee. Ia?aui i?iaeoii ru-Net noaei i?eia?aoaiea eiio?ieueiiai iaeaoa
e?oiiaeoaai ioa/anoaaiiiai Eioa?iao- iaaaceia “Icii” ca 1,8 iei. aeiee.
Aua 1,2 iei. aeiee. iiaue aeaaeaeaoe aeieaeai aeiaeeoue a iaaacei aei
eiioea 2000 aiaea. A 2001 aiaeo eiiiaiey iaauaea eiaanoe?iaaoue
n?aaenoaa aua a 4-6 e?oiiuo i?iaeoia. Aiciiaeii, iiauoaiiay
caeioa?aniaaiiinoue eiino?aiiuo eiaanoi?ia a ?inneeneeo eiiiaieyo,
caieiathueony yeaeo?iiiie oi?aiaeae, iiaeia?aaaaony eo iaaeaaeaeaie a
ia?niaeoeaao ?acaeoey oiiaeiaiai ?uiea ?innee. Ca?oaaaeiue, iniaaiii
aia?eeaineee, iiuo naeaeaoaeuenoaoao i ii?aceoaeueiie aeeiaieea eiiiaiee
yeaeo?iiiiai aeciana e Eioa?iao-eiiiaiee. Oae, ii aeaiiui ia iiya?ue
1999 aiaea, ioiioaiea ?uii/iie noieiinoe ?yaea eiiiaiee e eo iai?ioo
auaeyaeaei neaaeothuei ia?acii:
yeaeo?iiiue aecian
Amazon.com – 35;
CDNOW – 7,3;
Charles Schwab – 9;
o?aaeeoeeiiiue aecian
Borders – 0,4;
Musicland – 0,2;
Merill Lynch – 0,8.
Eaieoaeecaoeey Eioa?iao-eiiiaiee Amazon.com ca o?e aiaea aeinoeaea 27
ie?ae. aeieea?ia, /oi caiaoii i?aauoaao ?uii/ioth noieiinoue
eiaanoeoeeiiiiai aaiea J.P. Morgan (21 ie?ae.) e aieaa /ai a o?e ?aca
auoa noieiinoe iaeiie ec aaaeoueo aaeano?ieoaeueiuo eiiiaiee ie?a –
Lockheed Martin. Aua eiio?anoiaa auaeyaeeo ioiioaiea eaieoaeecaoeee e
iauaio iieo/aiiie i?eauee (eiyooeoeeaio – A/?). Yoio iieacaoaeue aeey
yeaeo?iiiuo eiiiaiee, caiyouo a iio?aaeoaeueneii naeoi?a yeiiiieee,
ninoaaee 1038. Aeey n?aaiaiey: aeey e?oiiaeoeo oaaea?aeueiuo aaieia NOA
yoio eiyooeoeeaio ia o?iaia 20, aeey e?oiiaeoeo ?aaeiiaeueiuo aaieia NOA
– 18. A NOA i/aiue nei?i ec-ca /?acau/aeii aunieeo oaiiia ?inoa
eaieoaeecaoeee eiiiaiee yeaeo?iiiiai aeciana noaioo iaaeinyaaaiuie aeey
ei?ii?aoeee ?aaeueiiai naeoi?a yeiiiieee. Oaea nae/an /aua iaaethaeaaony
ia?aoiay neooaoeey: yeaeo?iiiue aecian i?eia?aoaao eiiiaiee ?aaeueiiai
naeoi?a. Yoio oaeo aeieaeiu eiaoue a aeaeo e ?inneeneea eiiiaiee,
?aoeaoea nicaeaoue nia?aiaiioth no?oeoo?o a iaeanoe Eioa?iao-oaoiieiaee
e yeaeo?iiiiai aeciana.[13]
3.2 Ninoiyiea e ia?niaeoeau yeaeo?iiiie oi?aiaee oeia aecian-aecian.
A iineaaeiaa a?aiy yeoi?ey a noa?a yeaeo?iiiie eiiia?oeee ia oi /oiau
i?ioea, a nei?aa nianoeeanue ec iaeanoe aeeceeo e iiiyoiuo eaaeaeiio
iauaaoaeth B2C-i?iaeoia a iaeanoue B2B-i?iaeoia. Eae ie no?aiii, ii
i?iaeou iineaaeiaai oeia aeieaeiu iaeoe a ?innee ieiaei?iaeioth ii/ao.
Iai?eia?, a oeaio?aeueiie io?anee “noa?ie” yeiiiieee – iaoeiino?iaiee.
A ?innee n o/aoii aa niaoeeoeee iaeaieueoea ia?niaeoeau eiaao
?ani?ino?aiaiea A2A iai?aaeaiey yeaeo?iiiiai aeciana. Neaaeoao
ioiaoeoue, /oi e a no?aiao, aaea yeaeo?iiiay eiiia?oeey iieo/eea
iaeaieaa oe?ieia ?ani?ino?aiaiea, ia yoio aeae yeaeo?iiiiai aeciana
i?eoiaeeony ieiei 80% aai iauaai iauaia. Ii aeaaea e a yoeo no?aiao n
aeaeueiaeoei i?iaeaeaeaieai a Eioa?iao-aecian e?oiiuo eiiiaiee
?aaeueiiai naeoi?a yenia?ou naycuaatho iiaue yoai ?acaeoey yeaeo?iiiie
eiiia?oeee. Ii ioeaieai “Aeaa eioi?iyeoi a?oi”, a 1998 aiaeo iauay noiia
yeiiiiee ca n/ao yeaeo?iiiie oi?aiaee ii anaio ie?o ninoaaeea 15,2
ie?ae. aeiee. Iaeeaeaaony, /oi e 2002 aiaeo aoaeao nyeiiiieaii 1,25
o?ei. aeiee., i?e/ai iieiaeia yoie noiiu i?eaeaony ia aia?eeaineea
eiiiaiee. A ?innee iaeeoei iauaeoeaiua i?aaeiinueee aeey ?acaeoey
yeaeo?iiiie oi?aiaee A2A. E?oiiua ?inneeneea ei?ii?aoeee eiatho
aeinoaoi/ii aunieee o?iaaiue eiiiuethoa?ecaoeee, inaieee naoaaua
Eioa?iao/eio?aiao oaoiieiaee, iaeaaeatho aunieii?ioanneiiaeueiuie
niaoeeaeenoaie, niiniaiuie iiaeaea?aeeaaoue yoe oaoiieiaee. Iaeiiaoe,
Eioa?iao-aecian a ?innee – iaeanoue eioi?iaoeeiiii-oaoiieiae/aneiai
?acaeoey, ionoaaaiea a eioi?ie iiaeao i?eaanoe a aoaeouai e iaecia?eii
aieueoei, ii n?aaiaieth n cao?aoaie ia inaiaiea yoeo oaoiieiaee,
iioa?yi. E, aeaenoaeoaeueii, a ?innee ana /aua ?ani?ino?aiyaony
eioi?iaoeey i iaia?aieyo e?oiiuo i?aaei?eyoee inouanoaeyoue i?iaeou a
noa?a yeaeo?iiiiai aeciana. Iniiaiua auaiaeu io o/anoey a yeaeo?iiiie
eiiia?oeee i?aaei?eyoey ?aaeueiiai naeoi?a iieo/atho a ?acoeueoaoa:
oaaee/aiey iauaiia ?aaeecaoeee i?iecaiaeeiie i?iaeoeoeee;
iiauoaiey yooaeoeaiinoe aneaaenoaea nieaeaiey eiiia?/aneeo ?anoiaeia
(aeaaiaea?y Eioa?iao-eiiia?oeee i?iaeaaoeu iieo/atho iieioth
eioi?iaoeeth i cai?inao eeeaioia. Yoi iicaieyao ioeacaoueny io
aei?iainoiyuaai neeaaeneiai o?aiaiey oiaa?a);
nieaeaiey cao?ao ia i?eia?aoaiea iaoa?eaeueii-oaoie/aneeo ?ano?nia.
A ?acoeueoaoa i?iecioaaeoae a ia/aea 90-o aiaeia no?oeoo?iie ia?ano?ieee
yeiiiieee, auee ea?aeeiaeueii ia?ooaiu yeiiiie/aneea nayce iaaeaeo
i?aaei?eyoeyie e eo iio?aaeoaeyie. Neooaoeey ineiaeiyaony neaaeothueie
niaoeeoe/aneeie iniaaiiinoyie ?inneeneeo i?aaei?eyoee:
?anoiaeu ia o?ainii?oe?iaeo /?acau/aeii aaeeee ec-ca oiai, /oi
i?aaei?eyoey ?acianaiu ia ia?iiiua ?annoiyiey, a eiiioieeaoeee e
o?ainii?oiua n?aaenoaa oa?aeoa?ecothony aunieie noaiaiueth eciina e
yia?aiaieinoueth;
iiiaea e?oiiua i?aaei?eyoey, a iniaaiiinoe i?aaei?eyoey aiaiii-
i?iiuoeaiiiai eiiieaena, /anoe/ii iiiaiyee anni?oeiaio auioneaaiie
i?iaeoeoeee aneaaenoaea nieaeaiey iauaia ainoaea?noaaiiiai caeaca;
acaeiiaeaenoaea i?iaeaaoeia e iieoiaoaeae iaania/eaaaony aeeeiiuie
oeaii/eaie iin?aaeieeia;
A nayce n yoei o ioa/anoaaiiuo i?aaei?eyoee e eo eeeaioia nouanoaotho
neaaeothuea iio?aaiinoe, eioi?ua iiaoo auoue oaeiaeaoai?aiu iin?aaenoaii
A2A-i?iaeoia:
Iieoiaoaee iai?oaeiaaiey e eiiieaeoothueo iieo/atho aiciiaeiinoue
nieceoue oeaio a ?acoeueoaoa eiieo?aioeee iaaeaeo i?iecaiaeeoaeyie e,
oaeei ia?acii, iieo/eoue yeiiiie/aneoth auaiaeo. N ae?oaie noi?iiu,
i?iecaiaeeoaee ?aaeeiai iai?oaeiaaiey iiaoo iiauneoue oeaio a
?acoeueoaoa eiieo?aioeee iieoiaoaeae. A oeaeii iiaeii neacaoue, /oi a
?acoeueoaoa ooieoeeiie?iaaiey oi?aiaie nenoaiu ?aaeecoaony aieaa
yooaeoeaiia oeaiiia?aciaaiea, /ai a neo/aa ioaeaeueiuo naeaeie,
?acianaiiuo ai a?aiaie e i?ino?ainoaa, eiaaea iiaeao aicieeaoue
iiiiiieueiia i?aeiouanoai a ?acoeueoaoa aneiiao?ee eioi?iaoeee.
?aaeecaoeey iaoaiecia auno?iai iienea i?aaeeiaeaiee ia iieoieo e
i?iaeaaeo iai?oaeiaaiey e eiiieaeoothueo iaania/eaaao cia/eoaeueiia
nieaeaiea ?anoiaeia, naycaiiuo n yoie i?ioeaaeo?ie, eiathueo
iai?iecaiaenoaaiiue oa?aeoa?. Neaaeoao ioiaoeoue, /oi nieaeathony
?anoiaeu eae ni noi?iiu i?iecaiaeeoaeae, oae e ni noi?iiu iio?aaeoaeae
(?aeeaia, naycue e aeiiieieoaeueiue ia?niiae), ioiaaeaao iio?aaiinoue a
eniieueciaaiee oe?ieie iin?aaeie/aneie naoe.
O i?aaei?eyoee nouanoaoao aiciiaeiinoue inouanoaeyoue ieaie?iaaiea
i?iecaiaenoaa, ?aniieaaay i?e yoii ?acaa?iooie ea?oeiie ?uiea,
cia/eoaeueii niecea i?e yoii cao?aou ia ia?eaoeiaiaua enneaaeiaaiey.
Oae, iai?eia?, yoiio niinianoaoao iai?a?uaii iaeaieeaathuayny noaoenoeea
i nouanoaothueo iauaiao i?iecaiaenoaa e nauoa i?iaeoeoeee. [8]
?anniio?ei oeie/iue i?eia? acaeiiaeaenoaey iinoaaueea e iio?aaeoaey a
naeoi?a yeiiiieee business-to-business. Nio?oaeiee oe?iu-iieoiaoaey
caiieo iaiaaeaea?o oe?iu i?iaeaaoea. Auyniea ana iniaaiiinoe oiaa?ia eee
oneoa, eioi?ua ii oi/ao caeacaoue, nio?oaeiee oe?iu-iieoiaoaey i?eieiaao
?aoaiea i iieoiea e cai?aoeaaao o iaiaaeaea?a n/ao. Aeey yoiai
iaiaaeaea?o i?iaeathuae oe?iu ioaeiu eii?aeeiaou iieoiaoaey, eae ieieioi
iacaaiea oe?iu, oaeaoii e oaen, ia eioi?ue ioaeii neaoue eiieth n/aoa.
Aeey iiaeaioiaee n/aoa iaiaaeaea?o o?aaoaony ii?aaeaeaiiia a?aiy. Eiaaea
n/ao aioia, iaiaaeaea? ia?anueaao aai ii oaeno a nio?oaeieeo oe?iu
iieoiaoaey. Yoi oiaea ia?aaeei ioieiaao iiiai a?aiaie e oneeee, o.e. i?e
ieioie oaeaoiiiie nayce i?eoiaeeony ianeieueei ?ac iiaoi?youe oaen, a
caoai aua naa?youe ii oaeaoiio n i?eieiathuae noi?iiie noiiu e iiia?a
aaieianeeo n/aoia. A n?aaeiai ana iienaiiua auoa i?ioeaaeo?u caieiatho
iieiaeio ?aai/aai aeiy.
Anee aea nio?oaeiee oe?iu-iieoiaoaey caoae ia naeo i?iaeaaoea,
iciaeiieeny n eaoaeiaii oiaa?ia, aua?ae ioaeiua aio iiceoeee a ioaeiii
eiee/anoaa, aaae eii?aeeiaou naiae eiiiaiee, oi ii i?iaeaeae ana
iaiaoiaeeiua aeey auienee n/aoa iia?aoeee naiinoiyoaeueii. ?acoeueoaoii
aeaenoaee iieoiaoaey ii iieaeiiaiio caeaco oiaa?ia e oneoa aeieaeai
auoue eiaiii n/ao. I?e/ai iaiaoiaeeiua aeey n/aoa ia/aoe e iiaeiene
iaycaoaeueii aeieaeiu i?enoonoaiaaoue ia web-no?aieoea n/aoa,
naaia?e?iaaiiiai ia web-naeoa i?iaeaaoea a aeaea ea?oeiie. Oiaaea oaeie
n/ao, ?ania/aoaiiue iieoiaoaeai ec web-a?ioca?a oaea ie/ai ia aoaeao
ioee/aoueny io eiiee, i?eneaiiie aio ii oaeno.
Oaeei ia?acii, i?e nio?aiaiee o?aaeeoeeiiiiai aeey naeoi?a B2B niiniaa
iieaou aaieianeei ia?aaiaeii, cia/eoaeueii oi?iuaaony e onei?yaony
i?ioeaaeo?a ioi?ieaiey caeaca, aeaaay aa o/anoieeai neaaeothuea
i?aeiouanoaa:
Yeiiiiyony ?ano?nu e a?aiy eae i?iaeaaoea, oae e iieoiaoaey. Iai?eia?,
nie?auaaony a?aiy oaeaoiiiuo niaaeeiaiee aeey ia?aaiai?ia e ia?aaea/e
oaenia.
Eneeth/athony ioeaee, eioi?ua iiaoo aicieeaoue e iaeaieeaaoueny ia
ethaii yoaia ioi?ieaiey caeaca noa?ui, o?aaeeoeeiiiui niiniaii.
Eneeth/aaony iiiai aiciiaeiinoae ioeaee i?e eniieiaiee caeaca
i?iaeaaoeii.
Nieaeaaony a?aiy ianeoaeeaaiey caeac/eea. Yoi i?eaiaeeo e iiauoaieth
eiyeueiinoe caeac/eea e i?iaeaaoeo e e iiauoaieth iai?ioia i?iaeaaoea.
[1]
Iiyaeythony aeiiieieoaeueiua aiciiaeiinoe aeey nii?iaiaeaeaiey e
ioneaaeeaaiey auiieiaiey caeaca i?iaeaaoeii
Ianiio?y ia ia?iiioth iio?aaiinoue a A2A-i?iaeoao, eo nicaeaiea a
?inneeneii naeoi?a Eioa?iaoa oieueei ia/eiaaony. Aieueoeinoai i?iaeoia
oa?aeoa?ecoaony i/aiue ieceei o?iaiai ?acaeoey e, eae iieacuaaao aiaeec
/anoiou eo aaeaaeiaaiuo iinauaiee, iie iieuecothony iaaieueoei
eioa?anii. A n?aaeiai iie eiatho ioiineoaeueii ieceea iauaiu
oeiaine?iaaiey.
Ii-ianoiyuaio ie iaeei A2A-?uiie aua ia ooieoeeiie?oao. Iaiaoiaeeiua
oaoiieiae/aneea noaiaea?ou aeey iaania/aiey nayce iaaeaeo iinoaaueeaie e
iio?aaeoaeyie ana aua iaoiaeyony a ?ac?aaioea, a oi a?aiy eae iiiaea
i?iaeaaoeu II ?ac?aaaouaatho ana iiaua nianoaaiiua aa?nee yoeo
noaiaea?oia. Inoathony e ae?oaea oaoie/aneea i?iaeaiu.
Iethn e yoiio, aeieaeiu auoue nicaeaiu ieaoaaeiua nenoaiu,
iaania/eaathuea naiaa?aiaiiia e aaciianiia iinooieaiea n?aaenoa; nenoaiu
eiaenoeee aeieaeiu aa?aioe?iaaoue, /oi caeacaiiay i?iaeoeoeey iinooieo a
ioaeiia ianoi a ioaeiia a?aiy; any eioi?iaoeey aeieaeia auoue aeinooiia
iieueciaaoaeyi a ?aaeeia ?aaeueiiai a?aiaie. Naiia aeaaiia, ?uiie
aeieaeai aeaeaoue ana iaiaoiaeeiia aeey i?eaea/aiey e oaea?aeaiey
ioaeiiai eiee/anoaa i?iaeaaoeia e iieoiaoaeae, /oiau auaeeoue.
N o/aoii anaai yoiai, i/aiue iioiaea, /oi iaeioi?ua ?uiee, iino?iaiiua
n aieueoeie cao?aoaie, i?iai?yo. Iyoue oaeoi?ia iiaeeytho ia ?acoeueoao
ia?aie aea ano?ynee.
1. Aunieay noaiaiue eeeaeaeiinoe
Eae e ia ethaii ?uiea, iaeaieaa oniaoiuie noaioo iaeaieaa eeeaeaeiua
?uiee A2A. *ai aieueoa iieoiaoaeae ia ?uiea, oai aieueoa iinoaaueeia
caoioyo o/anoaiaaoue a iia?aoeeyo, /oi ai iiiaeo neo/ayo nieceo
aeiaaaeaiioth noieiinoue. Aieaa oiai, oniaoiua ?uiee aoaeoo no?aieoueny
iaania/eoue eae iiaeii aieueoee iauai iieoiaaiie a ii-eaeia i?iaeoeoeee
ca eae iiaeii aieaa ei?ioeea n?iee.
2. I?aaeeueiua aeaaeaeueoeu
Eiiiaiee, iaania/eaathuea eeeaeaeiinoue ?uiea, eiae/anee yaeythony aai
o/?aaeeoaeyie e, oaeei ia?acii, iaeaaeatho iaeeo/oeie aiciiaeiinoyie
nio?aiaiey aai i?aeiouanoa a aeaea ieceeo oeai ia oiaa?u e oneoae.
Aieueoeinoai i?iiuoeaiiuo ?uieia, eae, iai?eia?, a aaoiiiaeeueiie e
iaooyiie io?aneyo, aoaeao iino?iaii aie?oa iieoiaoaeueneeo ioeia. Ii
iieoiaoaeae ia anaaaea iiaeii eiio?iee?iaaoue. I?iaeaaaoe, eiathuee
oe?ieee e?oa iieoiaoaeae, oaeaea iiaeao noaoue niaeaaeaeueoeai ?uiea. Ia
ooieoeeiiaeueii iino?iaiiuo ?uieao, aaea iieoiathuay e i?iaeathuay
noi?iia aieaa ?aciauaiu, aeaenoaeoaeueiui aeaaeaeueoeai iiaeao auoue
yeaeo?iiiay iin?aaeie/aneay eiiiaiey, aaaeouay iia?aoeee io eiaie eae
iieoiaoaeae, oae e i?iaeaaoeia.
3. I?aaeeueiia oi?aaeaiea
Aeey ?aaiou ?uieia – iniaaiii oao, ia eioi?uo aeaenoaoao iiiai
iieoiaoaeae, – i?aaeeueiia oi?aaeaiea iaiaoiaeeii aeey iaania/aiey
oaa?aiiinoe a oii, /oi iieoiaoaee niaeaniu n oneiaeyie o/anoey e aoaeoo
iiaeaea?aeeaaoue eeeaeaeiinoue ?uiea. Anee iinoaaueee caiaoyo, /oi
iieoiaoaee yeaeo?iiiiai ?uiea ia iiaoo aeiaiai?eoueny ii oaeei aii?inai,
eae iauea noaiaea?ou eee ia?aie/aiea eiee/anoaa iinoaaueeia, iie anei?a
iauaaeeiyony iaaeaeo niaie e ia/ioo i?iaiaeeoue naeaeee aia ?uiea,
i?eiiny i?eaueue noi?iiiei eiiiaieyi.
I?aaeeueiia oi?aaeaiea – yoi niinia ecaaaeaoue eiioeeeoa iaaeaeo ?aciuie
iieoiaoaeyie. Eo/oa anaai iacia/eoue eiiaiaeo iaiaaeaea?ia, eiyeueiuo
eioa?anai ?uiea e ia caaenyueo io iieoiaoaeae, ii oiieiiii/aiiuo eie ia
caeeth/aiea eiio?aeoia n iinoaaueeaie.
4. Ioe?uoinoue
Aeey iaania/aiey aieueoae yooaeoeaiinoe ?uiie aeieaeai i?eaeaeaoue eae
iiaeii aieueoa iieoiaoaeae e i?iaeaaoeia, /oi icia/aao ooieoeeiie?iaaiea
ii ioe?uoui noaiaea?oai. Aieueoeinoai ono?ieoaeae ?uieia aioiau
eniieueciaaoue ioe?uoua oaoiieiae/aneea noaiaea?ou, ii niaeaoaiey ii iei
aua ia aeinoeaioou. Eiaaea iiyayony oaeea noaiaea?ou, neacaoue o?oaeii,
ii a ianoiyuaa a?aiy iiaua yeaeo?iiiua eiiiaiee ?ac?aaaouaatho
yeaeaaeaiou niaiauathueo i?ia?aii aeey iaania/aiey ioe?uoiai
acaeiiaeaenoaey eae iaaeaeo i?iaeaaoeaie e iieoiaoaeyie, oae e iaaeaeo
?uieaie.
5. Iieiioa niaeo?a oneoa
Iiiaea ?uiee i?aaiecothony n i?eoeaeii ia oeaiiaoth yooaeoeaiinoue. Ii
i?inoia iiaeaea?aeeaaiea ieceeo oeai ia iaania/eo i?ioeaaoaiey a
aeieain?i/iie ia?niaeoeaa. Eiiiaiee, oaea eniieuecothuea i?iaeaaee eae
enoi/iee eiieo?aioiuo i?aeiouanoa, oioyo nieceoue iauea cao?aou ia
aeaaeaiea, oi anoue, ia oieueei noieiinoue naieo iinoaaie, ii e
naycaiiua n iinoaaeaie ecaea?aeee, oaeea, eae eceeoee iai?oaeiaaiey,
ii?/a i?iaeoeoeee e cao?aou ia n?i/iua caeacu. Iiiaea i?aaiecaoi?u
?uieia a nayce n yoei aeoiatho ia iaania/aiee oneoa, naycaiiuo n
oeaii/eie iinoaaie, iai?eia?, eiaenoeee eniieiaiey caeaca, oi?aaeaiey
ioiioaieyie n eeeaioaie e ioneaaeeaaiey eniieiaiey iaycaoaeuenoa
iinoaaueeaie.[7]
Iioaioeeae yeaeo?iiiie oi?aiaee A2A aanueia aunie. A NOA e Aa?iia
niaoeeaeece?iaaiiua io?aneaaua ii?oaeu ii oeiee, aaoicai/anoyi,
iaoaeeo?aee, “iaooyiea” e i?iaeoeoai ieoaiey i?eiinyo ieeeea?aeu
aeieea?ia a aiae. Oeie/iay noaia i?aaiecaoeee aeciana oaeiaa:
eieoeeaoeaiua oe?iu nicaeatho Eioa?iao-eiiiaieth, eioi?ay iaania/eaaao
aeinooi e ?ano?nai, na?aen e aaciianiinoue oi?aia e iieo/aao ca yoi
i?ioeaiou io naeaeie. I?e oaeii iiaeoiaea i?aia?acoaony any noaia nauoa
e nauoiaie e ia?eaoeiaiaie aeayoaeueiinoe i?aaei?eyoee, oae?athony
eeoiea caaiuey a oeaii/ea
i?iecaiaeeoaeue-aeeno?eauethoi?-aeeea?-iin?aaeiee-iieoiaoaeue, e
nicaeathony i?aaeiinueee aeey caeeth/aiey naeaeie “iai?yioth”. I?eia? –
niaoeeaeece?iaaiiay yeaeo?iiiay ae?aea, a nicaeaiee eioi?ie o/anoaotho
Microsoft e /aou?a e?oiiaeoea ay?ieinie/aneea eiiiaiee – Boeing,
Raytheon, Lockheed Martin e BAE Systems ec Aaeeeia?eoaiee. Ia ae?aea
aoaeoo i?iaiaeeoueny aoeoeeiiu e oaiaea?u, a oaeaea i?iaeaaaoueny
eiiieaeoothuea e aaeaoeeiiiie oaoieea. Ana o/anoieee i?iaeoa aoaeoo
aeaaeaoue ?aaiuie iaeaoaie aeoeee, i?e yoii 20% aeoeee ?aca?ae?othony
aeey aoaeoueo ia?oia?ia. Ii iiaieth yenia?oia ec Forrest Research, iauai
oi?aia ia ae?aea iiaeao e 2004 aiaeo aeinoe/ue 2,7 o?ei. aeiee. a aiae.
Ae?oaei noeioeii aiaae?aiey nia?aiaiiuo eioi?iaoeeiiiuo oaoiieiaee
iaoa?eaeueii-oaoie/aneiai niaaaeaiey yaeyaony yeiiiiey cao?ao i?e
i?eia?aoaiee i?iecaiaenoaaiiuo ?ano?nia (iaoei, iai?oaeiaaiey, nu?uey e
iaoa?eaeia, oiieeaa, yia?aee e o.i.). Ii aeaiiui eiiiaiee Anderson
Consulting, a noa?a ?aaeueiie yeiiiieee aiaae?aiea Eioa?iao-nenoai
eioaa?aoeee eaiaeia iinoaaie iicaieyao nieceoue noieiinoue i?iecaiaeeiie
i?iaeoeoeee ia 5-15% – a nayce, 11-20% – i?e i?iecaiaenoaa
eiiiuethoa?ia, 29-39% – yeaeo?iiiuo eiiiiiaio, 3-5% – ieuaauo aeiaaaie,
15-25% – a eaniia?a?aaioea, 3-5% – a a?ociauo ia?aaiceao, 10-15% – a NIE
e ?aeeaia, 5-15% – a iaooaaaciaie e 11- 15% – a noaeaeeoaeiie
i?iiuoeaiiinoe:
A ia/aea 2000 aiaea auei iauyaeaii, /oi aaoiiiaeee i?iecaiaenoaa
eiiiaiee “Aeaeiea?-E?aenea?”, “Oi?ae” e “Aeaeaia?ae iioi?n” iiaoo
iiaeaoaaaoue a n?aaeiai ia iaeio ouny/o aeieea?ia. Yoi aoaeao naeaeaii
ca n/ao iauaaeeiaiey iiae?acaeaeaiee ii caeoiea eiiieaeoothueo.
I?aaeiieaaaaony nicaeaoue aaeeioth aeey o?ao oe?i yeaeo?iiioth ae?aeo,
aaea iaeaieueoea oainu aoaeoo eiaoue oieueei oa iinoaaueee, eioi?ua
i?aaeeiaeao iaeeo/oaa niioiioaiea iaaeaeo oeaiie e ea/anoaii. Aaeeiay
caeoii/iay naoue i?eiao oi?io iacaaeneiie eiiiaiee, aaea eaaeaeiio ec
aaoiiiaeeueiuo ei?ii?aoeee aoaeao i?eiaaeeaaeaoue ii 25% eaieoaea, a
inoaoie – oaeei ecaanoiui eiiiaieyi Eioa?iao-oi?aiaee, eae Oracle,
Commers One e SAP. Iiaiaaaaeaiea i?eaaaeao e ea?aeeiaeueiui eciaiaieyi a
noa?a i?iecaiaenoaa aaoieiiieaeoothueo. Iai?io yoie io?anee, ii aeaiiui
ei?ii?aoeee “Aeaeiea?-E?aenea?”, ninoaaeyao naaiaeiy nauoa 400 ie?ae.
aeiee. Ca caeacu ia iai eiieo?e?otho 2,5 iei. iaeeeo e n?aaeieo
i?iecaiaeeoaeae.
A eiioea 1999-ia/aea 2000 aa. a ?innee noaea iiyaeyoueny eioi?iaoeey i
ieaiao nicaeaiey a oao eee eiuo oi?iao eiiiaiee yeaeo?iiiiai aeciana.
Iaeaieueooth caeioa?aniaaiiinoue ai aiaae?aiee yeaeo?iiiuo oaoiieiaee
oi?aiai-caeoii/iuo iia?aoeee i?iyaeytho oaeea io?anee, eae iaooaaaciaay,
iaoaeeo?ae/aneay, aaoiiiaeeueiay e oa?iaoeaaoe/aneay. I ia?niaeoeaiinoe
A2A naeoi?a yeaeo?iiiiai ?uiea a ?innee einaaiii naeaeaoaeuenoaoao oaeo
aeoeaecaoeee caeanue ?yaea aaaeoueo caiaaeiuo eiiiaiee. Oae, a iaa 2000
aiaea eiinaeoeiaiaay eiiiaiey “I?aenOioa?oaonEoia?n” (PWC) e
eiiiuethoa?iay ei?ii?aoeey Oracle iauyaeee i niaianoiie eieoeeaoeaa ii
nicaeaieth a ?oiaoa io?aneaauo oi?aiauo ieiuaaeie. A na?aaeeia oaeouaai
aiaea i iaia?aiee nicaeaoue a ?innee yeaeo?iiioth ae?aeo –
Yia?aaoe/aneay Oi?aiaay Nenoaia (YON) iauyaeee Ieienoa?noai iooae
niiauaiey, eiiiaiee-iia?aoi?u o?oaii?iaiaeiiai o?ainii?oa “O?ainiaooue”
e “O?ainiaooai?iaeoeo”, oaeaeiiioieeaoeeiiiay eiiiaiey “O?ainoaeaeii” e
iaooyiay eiiiaiey “Neaiaooue”. Ia ia?aii yoaia i?iaeoa i?aaeiieaaaaony
nicaeaiea yeaeo?iiiie ieiuaaeee aeey oi?aiaee iaooai?iaeoeoaie ia
aioo?aiiai ?uiea. A aeaeueiaeoai iaia/aaony inouanoaeyoue /a?ac YON
yenii?oiua iia?aoeee n iaooueth e iaooai?iaeoeoaie ia n?aaeecaiiiii?neii
?uiea. A ia?niaeoeaa iniiaaoaee YON ieaie?otho ioe?uoue aeinooi e
oi?aiaea i?e?iaeiui aacii, yeaeo?iyia?aeae e nu?ie iaooueth, /oi
nouanoaaiii oi?inoeo iia?aoeee n yoeie aeaeaie yia?aiiineoaeae.
Nicaeaoaee Nenoaiu ?ann/eouaatho, /oi iia noaiao ia?aui ?inneeneei
?uieii oueth/a?nia ia yia?aiiineoaee. A aieaa aeieain?i/iie ia?niaeoeaa
iaia/aaony oaeaea nicaeaiea oi?aiaie ieiuaaeee aeey caeoiie
iai?oaeiaaiey e oneoa a iaooaaaciaie io?anee, a oaeaea ?uiea oneoa ii
i?aaeinoaaeaieth auaeaeaiiuo eaiaeia (oaeaeiiioieeaoeee). Iauee iauai
eiaanoeoeee a nicaeaiea YON ninoaaeo ieiei 100 iei. aeieea?ia. A iaa
2000 aiaea ?inneeneay iaooyiay eiiiaiey “No?aooiaooaaac” e iaiaoeeay
eiiiaiey SAP iiaeienaee aeaeea?aoeeth i iaia?aieyo nicaeaoue oi?aiaoth
ieiuaaeeo a Eioa?iaoa aeey iaooaaaciaie io?anee. Iaia/aaony /a?ac
Eioa?iao inouanoaeyoue i?iaeaaeo nu?ie iaooe, i?e?iaeiiai aaca e ae?oaeo
i?iaeoeoia. I?aaeiieaaaaony, /oi oi?aiaay ieiuaaeea aoaeao ioe?uoa aeey
anao iinoaaueeia “No?aooiaooaaaca” e naycaia n ae?oaeie ieiuaaeeaie,
nicaeaaaaiuie a ie?a. E?iia oiai, iia aoaeao ioe?uoa aeey anao
?inneeneeo iaooaaaciauo eiiiaiee. Eieoeeaoi?u i?iaeoa i?aaeiieaaatho n
iiiiuueth yoie oi?aiaie ieiuaaeee inouanoaeyoue anth caeoii/ioth
aeayoaeueiinoue – io nicaeaiey i?aaeeiaeaiee aei ia?aaioee oaiaea?ia,
caeeth/aiey eiio?aeoia e auiieiaiey yeaeo?iiiuo ieaoaaeae /a?ac
Eioa?iao. Iaeeaeaaony, /oi yenieoaoaoeey oi?aiaie ieiuaaeee a Eioa?iaoa
ia/iaony oaea a eiioea oaeouaai aiaea. E?oiiue i?iaeo ii i?aaiecaoeee
yeaeo?iiiie oi?aiaee iaoaeeii?iaeoeoeeae inouanoaeytho aei/a?iyy
eiiiaiey IAI “Aaci?ii” III “Aaci?iieiaanooieaeeia”, a?oiia “Eioa?oaen” e
iaeei ec e?oiiaeoeo a?eoaineeo iaoaeeio?aeaea?ia eiiiaiey Middlesex
Holding. Ia?a/eneaiiua eiiiaiee o/?aaeeee eiiiaieth Europe-Steel.com
plc., eioi?ay e aoaeao caieiaoueny ?ac?aaioeie i?iaeoa e aiieiuaieai aai
a aeeciue. A niaao aee?aeoi?ia Europe-Steel.com plc. aioee
i?aaenaaeaoaeue i?aaeaiey IAI “Aaci?ii” ?ai Ayoe?aa, aaia?aeueiue
aee?aeoi? “Eioa?oaena” Ieoaee Eiienna? e i?aaenaaeaoaeue niaaoa
aee?aeoi?ia Middlesex Holding ei?ae Aeyaeae Ioyi – auaoee ieieno?
eiino?aiiuo aeae Aaeeeia?eoaiee. Eniieieoaeueiui aee?aeoi?ii iiaie
eiiiaiee iacia/ai ?oeiaiaeeoaeue Middlesex Holding Oa?oaae Iioe?e. Iaaei
ioiaoeoue, /oi ia yeaeo?iiiuo ?uieao A2A aiciiaeia ino?ay eiieo?aioeey.
Oae, iai?eia?, a 1998 aiaeo nicaeaia, a n 1999 aiaea aeoeaii aeaenoaoao
ae?aea e-steel.com, i?aoaiaeothuay ia oi?aiaeth iaoaeeii a ie?iaii
ianooaaa. A ?aaioa ae?aee o/anoaotho nauoa aeaoo ouny/ eiiiaiee ec aieaa
/ai 70 no?ai ie?a. A aeioiae ae?aee n eaaeaeie naeaeee aa?aony eiienney
a ?acia?a anaai eeoue 0,85%. Aeaeea?e?oaiie no?aoaae/aneie caaea/ae yoie
ae?aee yaeyaony caaiaaaiea iaeneiaeueii aiciiaeiie aeiee ie?iaiai
yeaeo?iiiiai ?uiea iaoaeeia. Aeey yoiai a oa/aiea aeaoo iineaaeieo eao a
i?iaeo auei aeiaeaii 76 ieeeeiiia aeieea?ia. A ianoiyuaa a?aiy a iai
aeoeaii o/anoaotho oaeea eeaea?u ?uiea, eae U.S. Steel Group, National
Steel Corporation, Wirthington Industries Inc., Duferco Group, Mitsui &
Co. e Mitsubishi Corporation. Aa?iiaeneea eiiiaiee, i?eciaaay naia
ionoaaaiea io aia?eeaioeaa, oaeaea ia/eiatho ia?aueaaoue naia
i?enoonoaea a Eioa?iaoa. A oaeeo oneiaeyo iiaeao ieacaoueny, /oi iiea
?inneeneea i?aaei?eyoey aoaeoo i?aiyonoaiaaoue iiauoaieth o?iaiy
i?ic?a/iinoe naieo naeaeie ia?aae oeneaeueiuie i?aaiaie e nio?aiyoue
eciu?aiiua noaiu nauoa, iie aaciaaeaaeii ionoaioo e iioa?ytho iiceoeee
ia ie?iaii yeaeo?iiiii ?uiea. Iaeiaei aiai?eoue i anaiauaiethuai
oa?aeoa?a Eioa?iao-oi?aiaee nu?ueaauie ?ano?naie e iaoaeeaie, ii iiaieth
?yaea yenia?oia, ianeieueei i?aaeaeaa?aiaiii. Nouanoaoao aieueoia
eiee/anoai neiaeiinoae, naycaiiuo n ?aaeecaoeeae oaeeo i?iaeoia.
I?aaeaea anaai yoi naycaii n ionoonoaeai caeiiiaeaoaeueiiai iaoaiecia
i?iaaaeaiey yeaeo?iiiuo naeaeie, iaee/eai aa?uea?ia a ?inneeneii
yenii?oiii caeiiiaeaoaeuenoaa e aaethoiii ?aaoee?iaaiee. Ii-aeaeeiiio,
iaeeaeaiea ia yoii iai?aaeaiee yeaeo?iiiiai aeciana iauyniyaony
aeaeaieai e?oiiuo eiiiaiee eae iiaeii nei?aa canoieaeoue ca niaie
o/anoee a naoe, iaeeaeay a aeeaeaeoai aoaeouai iiyaeaiey aeanoi/aeoae
eiieo?aioeee ia oiia aeiaaeecaoeee ie?iaie yeiiiieee. Aiciiaeiinoe
yeaeo?iiiiai aeciana, a iniaaiiinoe yeaeo?iiiuo iaaeei?ii?aoeaiuo
naeaeie, nouanoaaiii ?anoe?yony iinea oiai, eae yoio aeae aeayoaeueiinoe
iieo/eo aeieaeiia caeiiiaeaoaeueiia ioi?ieaiea, a /anoiinoe, aoaeao
i?eiyo caeii ia yeaeo?iiiie iiaeiene, i?e?aaieaathuee n oi/ee c?aiey
caeiia o?aaeeoeeiiii caaa?aiiua aeieoiaiou e aeieoiaiou a yeaeo?iiiii
aeaea. A eiioea 1999 aiaea i?iaeo caeiia ia yeaeo?iiiie iiaeiene aue
ooaa?aeaeai Aa?iiaeneei nithcii. A oa/aiea iieooi?a eao yoio caeii
aeieaeai auoue i?eiyo ai anao no?aiao AN. A ?innee aiaeiae/iue caeii
?ac?aaaouaaaony Ieienoa?noaii ii nayce e eioi?iaoecaoeee i?e o/anoee
Annioeeaoeee aeieoiaioaeueiie yeaeo?inayce (iauanoaaiiay i?aaiecaoeey,
ioaa/athuay ca ?aaoee?iaaiea ?inneeneie /anoe Eioa?iao). A aaei?onnee ii
oaea i?eiyo. Ianoiyoaeueiinoue caeiiiaeaoaeueiiai ?aaoee?iaaiey noa?u
yeaeo?iiiie oi?aiaee iniciaaony e ?inneeneeie ia?eaiaioa?eyie. Yoie
i?iaeaia auee iinayuaiu i?ioaaeoea a Ainoaea?noaaiiie Aeoia a iaa
oaeouaai aiaea ia?eaiaioneea neooaiey ia oaio “I?aaiaua oneiaey
eniieueciaaiey eioi?iaoeeiiiuo oaoiieiaee a oi?aiaea”. Eo o/anoieee
?aeiiaiaeiaaee caeiiiaeaoaeyi ?ac?aaioaoue niaoeeaeece?iaaiiue caeii ia
yeaeo?iiiie eiiia?oeee, a oaeaea nicaeaoue a ninoaaa yenia?oiiai niaaoa
i?e aeoineii Eiieoaoa ii yeiiiie/aneie iieeoeea e i?aaei?eieiaoaeuenoao
?aai/oth a?oiio ii yeaeo?iiiie eiiia?oeee. ?acaeoea ae?aeaaie
Eioa?iao-oi?aiaee iaoneiaeeaaao oeaeue ?yae na?ueaciuo i?iaeai. A
aeeaeaeoea aeaa aiaea ino?ie noaiao i?iaeaia nio?aiaiey eiiia?/aneie
oaeiu. Aaaeue iauai i?iaeaae ia yeaeo?iiiuo ae?aeao aoaeao aanueia
cia/eoaeueiui, a eioi?iaoeey i naeaeeao, ia?aaiai?ao e iaia?aieyo
i?aaei?eyoee aoaeao niae?aoueny o o?aoueeo eeoe, eioi?ua aiieia iiaoo
ieacaoueny eiieo?aioaie. A oi aea a?aiy iuiaoiea n?aaenoaa nai?a e
ia?aaioee eioi?iaoeee, a oaeaea aeaeueiaeoaa eioi?iaoeeiiiia
aicaeaenoaea /a?ac Eioa?iao iicaieytho inouanoaeyoue oioaeueiue
eiio?ieue ca aeayoaeueiinoueth i?aaei?eyoee. Aaeeinoaaiiue auoiae –
o/anoaiaaoue oieueei a oao ae?aeao e eioi?iaoeeiiiuo nenoaiao, eioi?ua
ia i?eiaaeeaaeao eiieo?e?othuei noi?iiai, a iaoiaeyony iiae eiio?ieai
iaeo?aeueiuo no?oeoo?. Ia aac i?iaeai iiaoo i?ioiaeeoue e i?aia?aciaaiey
a noa?a nauoa. Oaea nae/an iiyaeyaony eioi?iaoeey i oii, /oi ia iaeiie
ec nicaeaaaaiuo ae?ae iaoaeeia aoaeao ?aaeeciauaaoueny aeaaiui ia?acii
iaeiiaeeoeeiiiue iaoaee (niioaaonoaothuee AINOai, ii ia oaeiaeaoai?eaoee
caeac/eeia). A iaooyiie i?iiuoeaiiinoe, ii iiaieth yenia?oia,
ioiineoaeueii naiaiaeii Eioa?iao-aecian iiaeao i?iieeiooue ia ?uiie
iaooyiiai iai?oaeiaaiey, a aio eciaieoue neiaeeaoothny noaio
iin?aaeieeia i?e i?iaeaaea naieo iaooai?iaeoeoia aoaeao iaiiiai
neiaeiaa.[12]
3.3 Yeaeo?iiiay oi?aiaey: ii?iu, i?aaeea, iaaeaeoia?iaeiue iiuo
Iiaeaee ?aaoee?iaaiey yeaeo?iiiie oi?aiaee e nioeeaeueii-
yeiiiie/aneea oeaee i?aaeoaeuenoa Oioy ia aeieth yeaeo?iiiie oi?aiaee
a 1995-1998 aa. i?eoiaeeeinue eeoue 8% aia?eeaineiai AAI, ca n/ao
iaoe?iiai ni?ina ia eiiiuethoa?ioth oaoieeo, oaeaeiiioieeaoeeiiiia
iai?oaeiaaiea e i?ia?aiiiia iaania/aiea iia aaia?e?iaaea 35% ?aaeueiiai
iae?iyeiiiie/aneiai ?inoa e ii/oe ia 1% nieaeaea eioeyoeeth.
Enneaaeiaaiey, i?iaaaeaiiua a 17 aaaeoueo no?aiao ie?a, iieacuaatho, /oi
ia 1 aeieea? eiaanoeoeee a eioi?iaoeeiiiue naeoi? i?e?ino AAI ninoaaeyao
70 oeaioia a aiae.
NOA:
Iiiu?aiea yeiiiie/aneiai ?inoa e nieaeaiea ecaea?aeae i?iecaiaeeoaeae.
Iiiu?aiea yenii?oiie yeniainee iaoeeiiaeueiuo i?iecaiaeeoaeae.
I?eaea/aiea eaieoaeia ec-ca ?oaaaea. Nieaeaiea eioeyoeee e iiauoaiea
caiyoinoe.
Aa?iiaeneee Nithc:
Iiaeaea?aeea oaoiieiae/aneiai eeaea?noaa a iaeanoe iiaeaeaeiie nayce,
ea?oi/iuo oaoiieiaee e i?ia?aiiiiai iaania/aiey. Eeeaeaeaoeey ionoaaaiey
io NOA a iaeanoe a-yeiiiieee. Iiauoaiea oaiiia yeiiiie/aneiai ?inoa aei
3% a aiae. Iiiiuue iaeiio e n?aaeiaio i?aaei?eieiaoaeuenoao. ?ino
caiyoinoe. Nioeeaeueiia aaeeinoai. Nio?aiaiea iiiaiiaoeeiiaeueiiai
?aciiia?acey.
Neiaaio?:
I?aa?auaiea a ?aaeiiaeueiue Eioa?iao-oethc. Nicaeaiea eio?ano?oeoo?u
aeey yeaeo?iiiiai ianeoaeeaaiey “o?ainii?oiuo ai?io Acee” –
neiaaio?neiai ii?neiai ii?oa e neiaaio?neiai ay?iii?oa. Eiieo?aioeey n
Aiieiiaii ca noaoon oeiainiaiai oeaio?a aceaoneiai ?aaeiia.
ssiiiey:
Iiauoaiea eiieo?aioiniiniaiinoe yiiineie yeiiiieee ai anaie?iie
eiieo?aioeee ca n/ao eciaiaiey no?oeoo?u ei?ii?aoeee, oaaee/aiey
i?iecaiaeeoaeueiinoe o?oaea, ono?aiaiey iin?aaeieeia e nieaeaiey
ecaea?aeae ainoaea?noaaiiiai oi?aaeaiey.
I?eioeeiu caeiiiaeaoaeueiiai ?aaoee?iaaiey – i?eiyoea ioaeaeueiuo
caeiiia eee aianaiea iii?aaie a aeaenoaothuaa caeiiiaeaoaeuenoai
Aieueoeinoai no?ai ie?a ii i?eia?o NOA eaeoo ii iooe i?eiyoey
ioaeaeueiuo caeiiia aeey ?aaoee?iaaiey yeaeo?iiiie oi?aiaee. Aeaaiuie
iaeanoyie ?aaoee?iaaiey yaeythony: eeoeaice?iaaiea oaeaeiiioieeaoeeiiiuo
oneoa, caeiiiaeaoaeuenoai ia Eioa?iaoa, Yeaeo?iiiie oeeo?iaie iiaeiene,
i?eciaiee ?aaiie neeu aoiaaeiuo e yeaeo?iiiuo aeieoiaioia, iaania/aiee
aaciianiinoe, caueoa i?aa iio?aaeoaeae, caueoa eioaeeaeooaeueiie
nianoaaiiinoe
?ieue iaaeiaoeeiiaeueiiai ?aaoee?iaaiey (iiaeaeueiua caeiiu)
Yeaeo?iiiay oi?aiaey a eeanneoeeaoeee Anaie?iie oi?aiaie i?aaiecaoeee
(AOI) iiaeao auoue ioianaia e o?ai eaoaai?eyi: “oi?aiaey i?iaeoeoeeae ia
ioeeo?iaaiiuo iineoaeyo”, “oi?aiaey oiaa?aie eee oneoaaie a ?aaeeia
ii-eaei n aeinoaaeie iau/iui niiniaii” e “oi?aiaey oneoaaie”. Aaaeii
ii?aaeaeeoue, /oi e eaeie eaoaai?ee ioiineony, oae eae iaycaoaeuenoaa
AOI ?aciyony a caaeneiinoe io eeanneoeeaoeeiiiie i?eiaaeeaaeiinoe. Oioy
ii?aaeaeaiiiai ?aoaiey iiea iao, aieueoeinoai /eaiia Niaaoa AOI n/eoaao:
aieueoay /anoue i?iaeoeoeee, iinoaaeyaiie yeaeo?iiiui niiniaii, aeieaeia
eeanneoeoee?iaaoueny eae oneoae.
NOA n/eoatho, /oi, oioy ia?aaea/a yeaeo?iiiie naeaeee i?aaenoaaeyao
niaie oneoao, naia i?iaeoeoeey (aeaiiua, ecia?aaeaiea, caoe) i?e yoii
?aaiioeaiia oiaa?ai.
Aa?iiaeneee nithc n/eoaao, /oi ana o?e eaoaai?ee yeaeo?iiiie oi?aiaee
yaeythony oneoaaie.
Nouanoaothuea iaaeaeoia?iaeiua ii?iu (i?eiyoua e ?ac?aaaouaaaiua):
Oeiiaie caeii ia yeaeo?iiiie oi?aiaea THINEO?AE (Eiiennee I?aaiecaoeee
iauaaeeiaiiuo iaoeee ii i?aao iaaeaeoia?iaeiie oi?aiaee)
Aaeeiiia?aciua i?aaeea ia yeaeo?iiiuo iiaeienyo THINEO?AE
?oeiaiaeyuea i?eioeeiu caueou i?aa iio?aaeoaeae a oneiaeyo yeaeo?iiiie
oi?aiaee IYN? (I?aaiecaoeey yeiiiie/aneiai nio?oaeie/anoaa e ?acaeoey)
Oeiiaia niaeaoaiea ia iaiaia aeey iaaeaeoia?iaeiiai eiiia?/aneiai
eniieueciaaiey yeaeo?iiiiai iaiaia aeaiiuie AYE (Aa?iiaeneay
yeiiiie/aneay eiienney I?aaiecaoeee iauaaeeiaiiuo iaoeee)
Oeiiaia niaeaoaiea ia iaiaia yeaeo?iiiuie aeaiiuie AYE
Niaeaoaiea ia yeaeo?iiiie oi?aiaea AYE
Aeaeea?aoeey ia yeaeo?iiiie oi?aiaea AOI (Anaie?iay oi?aiaay
i?aaiecaoeey)
Aaciaia niaeaoaiea AOI i oaeaeiiioieeaoeeyo
Niaeaoaiea AOI ia eioi?iaoeeiiiuo oaoiieiaeyo
Aee?aeoeaa ii yeaeo?iiiie iiaeiene e yeaeo?iiiie eiiia?oeee AN
(Aa?iiaeneee Nithc)
Aee?aeoeaa ii aeenoaioeeiiiiio ia?eaoeiao iio?aaeoaeueneeo oeiainiauo
neoaea AN
Aee?aeoeaa ii aaoi?neiio i?aao AN
Aee?aeoeaa caueou aeaiiuo AN
Ia?aniio?aiiua ?oeiaiaeyuea i?eioeeiu IOI aeey ?aeeaiiie e ia?eaoeiaiaie
aeayoaeueiinoe a Eioa?iaoa (Iaaeaeoia?iaeiay oi?aiaay iaeaoa)
Iauea iaoiaeu inouanoaeaiey iaaeaeoia?iaeiuo oi?aiauo iia?aoeey,
caaa?aiiuo a oeeo?iaie oi?ia IOI
I?ia?aiia aeaenoaee AOYN a iaeanoe yeaeo?iiiie oi?aiaee
(Aceaonei-Oeoiieaaineia yeiiiie/aneia nio?oaeie/anoai)
E?iia oiai, aieueoia cia/aiea eiatho ioaeaeueiua aeiaiai?u iaaeaeo
ainoaea?noaaie e iauaaeeiaieyie, iai?eia?, Niaeaoaiea i i?eiyoee AN
aia?eeaineiai noaiaea?oa caueou aeaiiuo aeey yeaeo?iiiie oi?aiaee.
Iauaeou ?aaoee?iaaiey:
A ?aii/iie iniiaa aeey yeaeo?iiiie oi?aiaee (NOA, 1997) i?ei?eoao ioaeai
neaaeothuei iauaeoai ?aaoee?iaaiey: oaiiaeiy e iaeiaiiaeiaeaiea, nenoaiu
yeaeo?iiiuo ieaoaaeae, i?aai yeaeo?iiiie oi?aiaee, caueoa
eioaeeaeooaeueiie nianoaaiiinoe, eiioeaeaioeeaeueiinoue, aaciianiinoue,
oaeaeiiioieeaoeeiiiay eio?ano?oeoo?a, eioi?iaoeeiiiua oaoiieiaee,
niaea?aeaiea.
A aeieeaaea Aa?iiaeneie Eiiennee (1998) iniaia aieiaiea ia?auaii ia:
th?enaeeeoeeth, ioaaonoaaiiinoue, iaeiaiiaeiaeaiea, aaoi?neia i?aai,
oaeinoiaa?aiea iiaeeeiiinoe, oeo?iaaiea, caueoo aeaiiuo, niaea?aeaiea e
caueoo iio?aaeoaeae.
I?aaiecaoeey yeiiiie/aneiai nio?oaeie/anoaa e ?acaeoey n/eoaao aeaaiuie
iaeanoyie ?aaoee?iaaiey eiioeaeaioeeaeueiinoue, caueoo iio?aaeoaey,
oaeinoiaa?aiea iiaeeeiiinoe, iaeiaiiaeiaeaiea e aeinooi e
eio?ano?oeoo?a.
Ia?a/aiue Anaie?iie oi?aiaie i?aaiecaoeee aeeth/aao: aaciianiinoue,
eiioeaeaioeeaeueiinoue, iaeiaiiaeiaeaiea, aeinooi, oi?iuaiea i?ioeaaeo?
oi?aiaee, ainoaea?noaaiiua caeoiee, eioaeeaeooaeueioth nianoaaiiinoue e
i?aaiaua ?aiee aeey oi?aiauo iia?aoeee a Eioa?iaoa. [9]
Caeeth/aiea
Eoae, a aeaiiie ?aaioa ?anniao?eaaeanue oaia Internet-eiiia?oeee eae
ia?niaeoeaiiai iai?aaeaiey a eiiia?/aneie aeayoaeueiinoe. A ?aaioa
ioaa/ai neaaeothuee niaeo? aii?inia: iauaa ninoiyiea
Internet-eiiia?oeee, ia?niaeoeau ?acaeoey, i?iaeaiu i?aaiecaoeee, oeiu e
iniaaiiinoe iniiaiuo aeaeia eioa?iao eiiia?oeee.
Yeaeo?iiiay eiiia?oeey – oaeay oi?ia iinoaaee i?iaeoeoeee, i?e eioi?ie
auai? e caeac oiaa?ia inouanoaeyaony /a?ac eiiiuethoa?iua naoe, a
?an/aou iaaeaeo iieoiaoaeai e iinoaaueeii inouanoaeythony n
eniieueciaaieai yeaeo?iiiuo aeieoiaioia e/eee n?aaenoa ieaoaaea. I?e
yoii a ea/anoaa iieoiaoaeae oiaa?ia (eee oneoa) iiaoo aunooiaoue eae
/anoiua eeoea, oae e i?aaiecaoeee.
Aeiaaeueiay naoue Internet naeaeaea yeaeo?iiioth eiiia?oeeth aeinooiiie
aeey oe?i ethaiai ianooaaa. Anee ?aiueoa i?aaiecaoeey yeaeo?iiiiai
iaiaia aeaiiuie o?aaiaaea caiaoiuo aeiaeaiee a eiiioieeaoeeiiioth
eio?ano?oeoo?o e auea ii iea/o eeoue e?oiiui eiiiaieyi, oi
eniieueciaaiea Internet iicaieyao naaiaeiy anooieoue a ?yaeu
“yeaeo?iiiuo oi?aiaoeaa” e iaaieueoei oe?iai. Yeaeo?iiiay aeo?eia a
World Wide Web aeaao ethaie eiiiaiee aiciiaeiinoue i?eaeaeaoue eeeaioia
ni anaai ie?a. Iiaeiaiue on-line aecian oi?ie?oao iiaue eaiae aeey nauoa
– “ae?ooaeueiue”, ii/oe ia o?aaothuee iaoa?eaeueiuo aeiaeaiee. Anee
eioi?iaoeey, oneoae eee i?iaeoeoeey (iai?eia?, i?ia?aiiiia iaania/aiea)
iiaoo auoue iinoaaeaiu /a?ac Web, oi aanue i?ioeann i?iaeaaee (aeeth/ay
iieaoo) iiaeao i?ienoiaeeoue a on-line ?aaeeia.
Auaeaeytho aeaa iniiaiuo iai?aaeaiey yeaeo?iiiie eiiia?oeee:
aecian-eeeaio, iau/ii ?icie/iay oi?aiaey, i?e eioi?ie iieoiaoaeue
yaeyaony eae i?aaeei eiia/iui iio?aaeoaeai i?iaeoeoa;
aecian-aecian, iau/ii oi?aiaey inouanoaeyaiay iaaeaeo i?aaei?eyoeyie,
iai?eia? oi?aiaey nu?ueai eee aeaoaeyie.
Iia i?aaenoaaeyaony, /oi aeaiiay oaia i?aeoe/anee ieeae ia inaauaia a
o/aaiie e iaoiaee/aneie eeoa?aoo?a (aiciiaeii, a neeo iiaeciu aii?ina e
neiaeiinoae oa?ieiieiaee e iiaeai?a i?aeoe/aneiai iaoa?eaea). A oi aea
a?aiy aeeiaieea ?acaeoey yeaeo?iiiie eiiia?oeee a ie?iaie yeiiiieea
aeaao iniiaaiey i?aaeiieaaaoue, /oi a aeeaeaeoea ianeieueei eao a ?innee
i?iecieaeao aoi yeaeo?iiiie oi?aiaee. Aeey oiai, /oiau auoue aioiaui
i?eiyoue o/anoea a yoii i?ioeanna, iaiaoiaeeii aica?auaoueny e iaio
niiaa e niiaa.
Nienie eniieueciaaiiuo enoi/ieeia
http://ne-business.nm.ru/articles/2002_02_B2B.html
http://www.telenews.ru/ibiz/articale.phtml?id=109
http://www.bastion.ru/services/serv39.html
http://www.e-management.ru/2-create-theory.htm
http://www.telenews.ru/ibiz/articale.phtml?id=459
http://www.telenews.ru/ibiz/articale.phtml?id=309
http://www.telenews.ru/ibiz/articale.phtml?id=214
http://www.telenews.ru/ibiz/articale.phtml?id=198
http://www.telenews.ru/ibiz/articale.phtml?id=108
http://archive.expert.ru/internet/00/00-28-39/bezy.htm
http://www.bastion.ru/services/serv42.html
http://www.bastion.ru/services/serv41.html
http://www.bastion.ru/services/serv40.html
http://www.bastion.ru/services/serv39.html
http://www.pcclub.com.ua/ec36.html
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