\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n\u00a0 \u00a0 \u00a0 \u041c\u0435\u0442\u043e\u044e \u0441\u0442\u0430\u0442\u0442\u0456 \u0454 \u0456\u0434\u0435\u043d\u0442\u0438\u0444\u0456\u043a\u0430\u0446\u0456\u044f \u0444\u0430\u043a\u0442\u043e\u0440\u0456\u0432 \u043c\u0435\u0442\u0430\u0441\u0438\u0441\u0442\u0435\u043c\u043d\u043e\u0433\u043e \u0440\u0456\u0432\u043d\u044f, \u0449\u043e \u043c\u0430\u044e\u0442\u044c \u0432\u043f\u043b\u0438\u0432 \u043d\u0430 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0433\u043e \u0431\u0440\u0435\u043d\u0434\u0443 \u0437 \u0430\u043a\u0446\u0435\u043d\u0442\u043e\u043c \u043d\u0430 \u0441\u0444\u0435\u0440\u0456 \u043d\u0430\u0434\u0430\u043d\u043d\u044f \u043f\u043e\u0441\u043b\u0443\u0433, \u0430 \u0441\u0430\u043c\u0435 \u043d\u0430 \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u043e\u043c\u0443 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0456.
\n\u041f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u0435\u043d\u043e \u043a\u043e\u043d\u0446\u0435\u043f\u0442\u0443\u0430\u043b\u044c\u043d\u0435 \u0440\u043e\u0437\u0443\u043c\u0456\u043d\u043d\u044f \u043c\u0435\u0445\u0430\u043d\u0456\u0437\u043c\u0443 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0414\u041d\u041a \u0431\u0440\u0435\u043d\u0434\u0443 \u0442\u043e\u0440\u0433\u0456\u0432\u0435\u043b\u044c\u043d\u043e\u0457 \u043a\u043e\u043c\u043f\u0430\u043d\u0456\u0457 \u0437 \u0443\u0440\u0430\u0445\u0443\u0432\u0430\u043d\u043d\u044f\u043c \u0432\u0438\u043c\u043e\u0433 \u0441\u0442\u0430\u043b\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u044f\u043a \u043c\u0435\u0442\u0430\u0441\u0438\u0441\u0442\u0435\u043c\u043d\u043e\u0433\u043e \u0444\u0430\u043a\u0442\u043e\u0440\u0443 \u0437\u043c\u0456\u043d\u0438 \u043f\u0430\u0440\u0430\u0434\u0438\u0433\u043c\u0438 \u0432\u0435\u0434\u0435\u043d\u043d\u044f \u0431\u0456\u0437\u043d\u0435\u0441\u0443 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0456 \u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u0457 \u0446\u0456\u043d\u043d\u043e\u0441\u0442\u0435\u0439, \u043f\u043e\u0442\u0440\u0435\u0431, \u043f\u043e\u0431\u0430\u0436\u0430\u043d\u044c \u0456 \u0446\u0456\u043d\u043d\u0456\u0441\u043d\u0438\u0445 \u043e\u0440\u0456\u0454\u043d\u0442\u0430\u0446\u0456\u0439 \u0441\u0443\u0431\u2019\u0454\u043a\u0442\u0456\u0432 \u0441\u0443\u0441\u043f\u0456\u043b\u044c\u043d\u0438\u0445 \u0432\u0456\u0434\u043d\u043e\u0441\u0438\u043d, \u0449\u043e \u0441\u0442\u0430\u043b\u0430 \u0442\u043e\u0447\u043a\u043e\u044e \u0431\u0456\u0444\u0443\u0440\u043a\u0430\u0446\u0456\u0457 \u0434\u043b\u044f \u0432\u0438\u0431\u043e\u0440\u0443 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0438\u0445 \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0456\u0432 \u0434\u0438\u0444\u0435\u0440\u0435\u043d\u0446\u0456\u0430\u0446\u0456\u0457 \u043a\u043e\u043c\u043f\u0430\u043d\u0456\u0457 \u043d\u0430 \u0440\u0438\u043d\u043a\u0443. \u0417\u0430\u043f\u0440\u043e\u043f\u043e\u043d\u043e\u0432\u0430\u043d\u0430 \u0430\u0432\u0442\u043e\u0440\u0441\u044c\u043a\u0430 \u0441\u0438\u0441\u0442\u0435\u043c\u0430 \u0431\u0430\u0437\u0443\u0454\u0442\u044c\u0441\u044f \u043d\u0430 \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0456\u0457 6\u0420. \u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u043e \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0456\u044e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433-\u043c\u0456\u043a\u0441\u0443 4\u0420, \u0449\u043e \u0432 \u043a\u043b\u0430\u0441\u0438\u0447\u043d\u043e\u043c\u0443 \u0432\u0438\u0433\u043b\u044f\u0434\u0456 \u0432\u043a\u043b\u044e\u0447\u0430\u0454 4 \u0444\u0430\u043a\u0442\u043e\u0440\u0438 – \u043f\u0440\u043e\u0434\u0443\u043a\u0442 (Product), \u0446\u0456\u043d\u0430 (Price), \u043c\u0456\u0441\u0446\u0435 \u043f\u0440\u043e\u0434\u0430\u0436\u0443 (Place), \u043f\u0440\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f (Promotion) \u2013 \u0435\u043b\u0435\u043c\u0435\u043d\u0442\u0430\u043c\u0438, \u0449\u043e \u0430\u043a\u0442\u0443\u0430\u043b\u0456\u0437\u0443\u044e\u0442\u044c\u0441\u044f \u0432 \u0443\u043c\u043e\u0432\u0430\u0445 \u043d\u0430\u0431\u0443\u0442\u0442\u044f \u0441\u0442\u0430\u043b\u0438\u043c \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u043e\u043c \u0445\u0430\u0440\u0430\u043a\u0442\u0435\u0440\u0443 \u0434\u043e\u043c\u0456\u043d\u0443\u044e\u0447\u043e\u0457 \u043f\u0430\u0440\u0430\u0434\u0438\u0433\u043c\u0438, \u0430 \u0441\u0430\u043c\u0435 – people (\u043b\u044e\u0434\u0438), peace (\u043c\u0438\u0440). \u0414\u041d\u041a \u0431\u0440\u0435\u043d\u0434\u0443 \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u043e\u0433\u043e \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430 \u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u0435\u043d\u043e \u043f\u043e\u0454\u0434\u043d\u0430\u043d\u043d\u044f\u043c \u0441\u043a\u043b\u0430\u0434\u043e\u0432\u0438\u0445 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u043e\u0457, \u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u043e\u0457 \u0442\u0430 \u0435\u043a\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u043e\u0457 \u043f\u043b\u0430\u0442\u0444\u043e\u0440\u043c \u044f\u043a \u0440\u0435\u0430\u043a\u0446\u0456\u0457 \u043d\u0430 \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u0456 \u0432\u043f\u043b\u0438\u0432\u0438 \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u043e\u0432\u0438\u0445 \u0444\u0430\u043a\u0442\u043e\u0440\u0456\u0432, \u0432\u0438\u043a\u043b\u0438\u043a\u0430\u043d\u0438\u0445 \u0434\u043e \u0436\u0438\u0442\u0442\u044f \u0456\u0454\u0440\u0430\u0440\u0445\u0456\u0454\u044e \u0446\u0456\u043d\u043d\u043e\u0441\u0442\u0435\u0439, \u043f\u043e\u0442\u0440\u0435\u0431, \u043f\u043e\u0431\u0430\u0436\u0430\u043d\u044c \u0442\u0430 \u043f\u043e\u043f\u0438\u0442\u0443.
\n\u0411\u0440\u0435\u043d\u0434 \u0440\u043e\u0437\u0433\u043b\u044f\u043d\u0443\u0442\u043e \u044f\u043a \u043a\u043e\u043d\u0446\u0435\u043d\u0442\u0440\u043e\u0432\u0430\u043d\u0435 \u0432\u0456\u0434\u043e\u0431\u0440\u0430\u0436\u0435\u043d\u043d\u044f \u0432\u0456\u0434\u043d\u043e\u0441\u0438\u043d \u043c\u0456\u0436 \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u0438\u043c \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e\u043c \u0442\u0430 \u0437\u043e\u0432\u043d\u0456\u0448\u043d\u0456\u043c \u0441\u0435\u0440\u0435\u0434\u043e\u0432\u0438\u0449\u0435\u043c, \u0449\u043e \u0434\u0430\u043b\u043e \u0437\u043c\u043e\u0433\u0443 \u0432\u0438\u0434\u0456\u043b\u0438\u0442\u0438 \u0434\u0432\u043e\u0457\u0441\u0442\u0435 \u0440\u043e\u0437\u0443\u043c\u0456\u043d\u043d\u044f \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0443: \u0431\u0440\u0435\u043d\u0434 \u044f\u043a \u043f\u0440\u043e\u0434\u0443\u043a\u0442, \u043f\u0440\u043e\u0434\u0443\u043a\u0442 \u044f\u043a \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442 \u0431\u0440\u0435\u043d\u0434-\u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457. \u0411\u0440\u0435\u043d\u0434 \u044f\u043a \u043f\u0440\u043e\u0434\u0443\u043a\u0442 \u043c\u0430\u0454 \u0441\u043f\u043e\u0436\u0438\u0432\u0447\u0443 \u0446\u0456\u043d\u043d\u0456\u0441\u0442\u044c. \u0407\u0457 \u043e\u0446\u0456\u043d\u043a\u0443 \u043f\u0440\u043e\u043f\u043e\u043d\u0443\u0454\u0442\u044c\u0441\u044f \u043f\u0440\u043e\u0432\u043e\u0434\u0438\u0442\u0438 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0456 \u043f\u043e\u043a\u0430\u0437\u043d\u0438\u043a\u0430 \u00ab\u0456\u043d\u0434\u0435\u043a\u0441 \u043a\u0430\u043f\u0456\u0442\u0430\u043b\u0443 \u0431\u0440\u0435\u043d\u0434\u0443\u00bb, \u0434\u043e \u0441\u043a\u043b\u0430\u0434\u0443 \u044f\u043a\u043e\u0433\u043e \u0432\u0445\u043e\u0434\u044f\u0442\u044c \u043e\u0431\u0456\u0437\u043d\u0430\u043d\u0456\u0441\u0442\u044c \u0449\u043e\u0434\u043e \u0431\u0440\u0435\u043d\u0434\u0443 \u0442\u0430 \u043b\u043e\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456\u0432.
\n\u041d\u0430 \u043e\u0441\u043d\u043e\u0432\u0456 \u0430\u043d\u0430\u043b\u0456\u0437\u0443 \u043c\u0435\u0442\u0430\u0441\u0438\u0441\u0442\u0435\u043c\u043d\u0438\u0445 \u0437\u0440\u0443\u0448\u0435\u043d\u044c \u0443 \u043f\u0440\u0438\u043d\u0446\u0438\u043f\u0430\u0445 \u0432\u0435\u0434\u0435\u043d\u043d\u044f \u0431\u0456\u0437\u043d\u0435\u0441\u0443, \u0449\u043e \u0430\u043a\u0442\u0443\u0430\u043b\u0456\u0437\u0443\u044e\u0442\u044c \u043f\u0438\u0442\u0430\u043d\u043d\u044f \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u043e\u0457 \u043a\u043e\u043e\u043f\u0435\u0440\u0430\u0446\u0456\u0457 \u0442\u0430 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0446\u0456\u0457, \u0434\u043e\u0432\u0435\u0434\u0435\u043d\u043e \u0442\u0435\u0437\u0443 \u043f\u0440\u043e \u043d\u0435\u043e\u0431\u0445\u0456\u0434\u043d\u0456\u0441\u0442\u044c \u0434\u043e\u043f\u043e\u0432\u043d\u0435\u043d\u043d\u044f \u043f\u0440\u043e\u0446\u0435\u0441\u0443 \u0441\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0433\u043e \u0431\u0440\u0435\u043d\u0434\u0443 \u0430\u0441\u043f\u0435\u043a\u0442\u0430\u043c\u0438 \u043f\u043e\u0431\u0443\u0434\u043e\u0432\u0438 \u0432\u0456\u0434\u043f\u043e\u0432\u0456\u0434\u043d\u0438\u0445 \u043b\u0430\u043d\u0446\u044e\u0433\u0456\u0432 \u043f\u043e\u0441\u0442\u0430\u0447\u0430\u043d\u044c, \u044f\u043a\u0456 \u0432\u043a\u043b\u044e\u0447\u0430\u044e\u0442\u044c \u043d\u0435 \u043b\u0438\u0448\u0435 \u043b\u043e\u0433\u0456\u0441\u0442\u0438\u043a\u0443 \u0434\u043e\u0432\u0435\u0434\u0435\u043d\u043d\u044f \u043f\u0440\u043e\u0434\u0443\u043a\u0446\u0456\u0457 \u0434\u043e \u043a\u0456\u043d\u0446\u0435\u0432\u043e\u0433\u043e \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430, \u0430 \u0439 \u043b\u043e\u0433\u0456\u0441\u0442\u0438\u043a\u0443 \u0437\u0430\u043a\u0443\u043f\u0456\u0432\u0435\u043b\u044c. \u0421\u0435\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0456\u044f \u0440\u0438\u043d\u043a\u0443 \u044f\u043a \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442 \u043f\u043e\u0437\u0438\u0446\u0456\u043e\u043d\u0443\u0432\u0430\u043d\u043d\u044f \u043d\u0430 \u0440\u0438\u043d\u043a\u0443, \u043e\u0445\u043e\u043f\u043b\u0435\u043d\u043d\u044f \u0431\u0456\u043b\u044c\u0448\u043e\u0457 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0446\u044c\u043a\u043e\u0457 \u0430\u0443\u0434\u0438\u0442\u043e\u0440\u0456\u0457 \u043f\u0435\u0440\u0435\u0434\u0431\u0430\u0447\u0430\u0454 \u0440\u043e\u0437\u0440\u043e\u0431\u043a\u0443 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u043f\u043e\u0441\u0442\u0430\u0447\u0430\u043d\u043d\u044f \u0437 \u043e\u0440\u0433\u0430\u043d\u0456\u0447\u043d\u0438\u043c \u043f\u043e\u0454\u0434\u043d\u0430\u043d\u043d\u044f\u043c \u0432\u0438\u0431\u043e\u0440\u0443 \u0434\u0456\u044e\u0447\u0438\u0445 \u0431\u0440\u0435\u043d\u0434\u0456\u0432 \u0432\u0438\u0440\u043e\u0431\u043d\u0438\u0447\u043e\u0433\u043e \u0441\u0435\u043a\u0442\u043e\u0440\u0443 \u0442\u0430 \u0441\u0442\u0432\u043e\u0440\u0435\u043d\u043d\u044f \u0456 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0412\u0422\u041c.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430: \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u0435 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e, \u0431\u0440\u0435\u043d\u0434, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0441\u0442\u0430\u043b\u0438\u0439 \u0440\u043e\u0437\u0432\u0438\u0442\u043e\u043a, \u0433\u043b\u043e\u0431\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u044f, \u043c\u0435\u0442\u0430\u0441\u0438\u0441\u0442\u0435\u043c\u043d\u0456 \u0444\u0430\u043a\u0442\u043e\u0440\u0438.<\/p>\n
\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n\u00a0 \u00a0 \u00a0 The aim of the article is to identify metasystem level factors that influence the formation of an effective brand with an emphasis on the provision of services, namely in the trading company.
\nA conceptual understanding of the mechanism of forming a trading company’s brand DNA taking into account the requirements of sustainable development as a metasystemic factor for changing the paradigm of doing business based on the transformation of values, needs, desires and values of public relations, which became a bifurcation point for choosing effective tools. The proposed author’s system is based on the concept of 6P. The concept of marketing mix 4P is expanded, which in the classical form includes 4 factors – product, price, place of sale, promotion – elements that are actualized in the conditions of constant development of the dominant paradigm, and namely – people, peace.
\nThe DNA of a brand of a commercial enterprise is represented by a combination of components of economic, social and environmental platforms as a reaction to external influences of behavioral factors caused to life by a hierarchy of values, needs, desires and demand.
\nThe brand is considered as a concentrated reflection of the relationship between the trading company and the external environment, which allowed to distinguish a dual understanding of the product: the brand as a product, the product as a tool of brand strategy. The brand as a product has consumer value. It is proposed to evaluate it on the basis of the indicator “brand capital index”, which includes brand awareness and consumer loyalty.
\nBased on the analysis of metasystemic shifts in the principles of doing business, actualizing the issues of global cooperation and competition, the thesis about the need to supplement the process of creating an effective brand with aspects of building appropriate supply chains is proved, which include not only logistics to deliver products to the final consumer, but also procurement logistics. Market segmentation as a tool for market positioning, reaching a larger consumer audience involves the development of a supply strategy with an organic combination of the choice of existing brands in the manufacturing sector and the creation and development of VTM.
\nKey words: trade enterprise, brand, marketing, sustainable development, globalization, metasystem factors.<\/p>\n
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