93 research outputs found
Study of dose-dependent effect of 2-ethyl-6-methyl-3 hydroxypyridine succinate on the contractile function of isolated rat heat
In experiments on the isolated rat heart there were studied the effects of different doses (21.43 mg/kg/day and 85 . 72 mg/kg/day) 2-ethyl-6-methyl-3 hydroxypy ridine succinate ("EkoPharmInvest", Russia), on the contractile function of isolated hearts subjected to prior doxorubicin model (20 mg/kg, intraperitoneal) of pathology. The dynamic of the power mechanisms of ion transport was evaluated by imposing high h eart rate (480 BPM) and increase concentration of Π‘Π°2+ to 5 mmol in perfusat
Π¦Π΅Π½Π½ΠΎΡΡΠ½ΡΠ΅ ΡΡΡΠ°Π½ΠΎΠ²ΠΊΠΈ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΠ΅Π»Π΅ΠΉ ΡΠ°Π·Π½ΡΡ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ Π² ΠΏΡΠΎΡΠ΅ΡΡΠ΅ ΠΏΡΠΈΠ½ΡΡΠΈΡ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ ΠΎ Π²ΡΠ±ΠΎΡΠ΅ Π²ΡΠ·Π° ΠΈ ΠΎΠ±ΡΠ°Π·ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ³ΡΠ°ΠΌΠΌΡ
Purpose: is to propose the methodological approach to modeling the behavior of the representatives of generations Y and Z in the process of making decisions about choosing a university and educational program based on differences in their value systems.Methods: the theoretical and methodological basis for studying the value systems of potential and actual university students is the theory of generations. The findings of the study are based on the methods of analysis of secondary and primary data collected through an online survey of students belonging to generations Y and Z on representative samples of 380 (Y) and 788 (Z) observations in 20 large universities in Russia, as well as the methods of analysis of statistically significant differences in value systems of two generations using T-test for independent samples.Results: the authors proposed the methodological approach to modeling the behavior of consumers of generations Y and Z in the process of making decisions on choosing a university and educational program. Based on the results of desk and field (empirical) research, at each stage of the decision-making process on selecting an educational institution and program, differences were identified in the value systems of students of generations Y and Z, which determine their behavior: statistically significant differences were identified in 19 out of 65 variables. The study provides description of the behavior patterns of students of the two generations at each stage of the decision-making process which formed the basis for dividing students into target groups. The guidelines for differentiating marketing interactions with target groups of representatives of two generations in the process of educational interactions while making decisions are proposed.Conclusions and Relevance: differences in the value systems of representatives of generations Y and Z cause differences in behavioral patterns at each stage of the decision-making process. Understanding these differences enables us to model the behavior of the two target groups, differentiate marketing approaches to interaction with them at the stages of the decision-making process while choosing a university and educational program as well as increase the effectiveness of educational interactions in the process of education.Π¦Π΅Π»Ρ. ΠΡΠ΅Π΄Π»ΠΎΠΆΠΈΡΡ ΠΌΠ΅ΡΠΎΠ΄ΠΈΡΠ΅ΡΠΊΠΈΠΉ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ ΠΊ ΠΌΠΎΠ΄Π΅Π»ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΠ΅Π»Π΅ΠΉ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ Y ΠΈ Z ΠΏΡΠΈ ΠΏΡΠΈΠ½ΡΡΠΈΠΈ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ ΠΎ Π²ΡΠ±ΠΎΡΠ΅ Π²ΡΠ·Π° ΠΈ ΠΎΠ±ΡΠ°Π·ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ³ΡΠ°ΠΌΠΌΡ Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΡΠ°Π·Π»ΠΈΡΠΈΠΉ Π² ΠΈΡ
ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΡ
ΡΡΡΠ°Π½ΠΎΠ²ΠΊΠ°Ρ
.ΠΠ΅ΡΠΎΠ΄Ρ. Π’Π΅ΠΎΡΠ΅ΡΠΈΠΊΠΎ-ΠΌΠ΅ΡΠΎΠ΄ΠΈΡΠ΅ΡΠΊΠΎΠΉ ΠΎΡΠ½ΠΎΠ²ΠΎΠΉ ΠΈΠ·ΡΡΠ΅Π½ΠΈΡ ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΡ
ΡΡΡΠ°Π½ΠΎΠ²ΠΎΠΊ ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π»ΡΠ½ΡΡ
ΠΈ ΡΠ°ΠΊΡΠΈΡΠ΅ΡΠΊΠΈΡ
ΡΡΡΠ΄Π΅Π½ΡΠΎΠ² Π²ΡΠ·ΠΎΠ² ΡΠ²Π»ΡΠ΅ΡΡΡ ΡΠ΅ΠΎΡΠΈΡ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ. ΠΡΠ²ΠΎΠ΄Ρ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΡ ΠΎΡΠ½ΠΎΠ²Π°Π½Ρ Π½Π° ΠΌΠ΅ΡΠΎΠ΄Π°Ρ
Π°Π½Π°Π»ΠΈΠ·Π° Π²ΡΠΎΡΠΈΡΠ½ΡΡ
, Π° ΡΠ°ΠΊΠΆΠ΅ ΠΏΠ΅ΡΠ²ΠΈΡΠ½ΡΡ
Π΄Π°Π½Π½ΡΡ
ΠΎΠ½Π»Π°ΠΉΠ½-ΠΎΠΏΡΠΎΡΠ° ΡΡΡΠ΄Π΅Π½ΡΠΎΠ², ΠΎΡΠ½ΠΎΡΡΡΠΈΡ
ΡΡ ΠΊ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΡΠΌ Y ΠΈ Z, Π½Π° ΡΠ΅ΠΏΡΠ΅Π·Π΅Π½ΡΠ°ΡΠΈΠ²Π½ΡΡ
Π²ΡΠ±ΠΎΡΠΊΠ°Ρ
ΠΎΠ±ΡΠ΅ΠΌΠ°ΠΌΠΈ 380 (Y) ΠΈ 788 (Z) Π½Π°Π±Π»ΡΠ΄Π΅Π½ΠΈΠΉ Π² 20-ΡΠΈ ΠΊΡΡΠΏΠ½ΡΡ
Π²ΡΠ·Π°Ρ
Π ΠΎΡΡΠΈΠΈ, ΠΌΠ΅ΡΠΎΠ΄Π°Ρ
Π°Π½Π°Π»ΠΈΠ·Π° ΡΡΠ°ΡΠΈΡΡΠΈΡΠ΅ΡΠΊΠΈ Π·Π½Π°ΡΠΈΠΌΡΡ
ΡΠ°Π·Π»ΠΈΡΠΈΠΉ Π² ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΡ
ΡΡΡΠ°Π½ΠΎΠ²ΠΊΠ°Ρ
Π΄Π²ΡΡ
ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ ΠΏΠΎΡΡΠ΅Π΄ΡΡΠ²ΠΎΠΌ ΠΌΠ΅ΡΠΎΠ΄Π° Π’-ΠΊΡΠΈΡΠ΅ΡΠΈΡ Π΄Π»Ρ Π½Π΅Π·Π°Π²ΠΈΡΠΈΠΌΡΡ
Π²ΡΠ±ΠΎΡΠΎΠΊ.Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΡΠ°Π±ΠΎΡΡ. ΠΠ²ΡΠΎΡΠ°ΠΌΠΈ ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½ ΠΌΠ΅ΡΠΎΠ΄ΠΈΡΠ΅ΡΠΊΠΈΠΉ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ ΠΊ ΠΌΠΎΠ΄Π΅Π»ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΠ΅Π»Π΅ΠΉ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ Y ΠΈ Z Π² ΠΏΡΠΎΡΠ΅ΡΡΠ΅ ΠΏΡΠΈΠ½ΡΡΠΈΡ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ ΠΎ Π²ΡΠ±ΠΎΡΠ΅ Π²ΡΠ·Π° ΠΈ ΠΎΠ±ΡΠ°Π·ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ³ΡΠ°ΠΌΠΌΡ. ΠΠΎ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΠ°ΠΌ ΠΊΠ°Π±ΠΈΠ½Π΅ΡΠ½ΠΎΠ³ΠΎ ΠΈ ΠΏΠΎΠ»Π΅Π²ΠΎΠ³ΠΎ (ΡΠΌΠΏΠΈΡΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ) ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠΉ Π½Π° ΠΊΠ°ΠΆΠ΄ΠΎΠΌ ΡΡΠ°ΠΏΠ΅ ΠΏΡΠΎΡΠ΅ΡΡΠ° ΠΏΡΠΈΠ½ΡΡΠΈΡ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ Π²ΡΡΠ²Π»Π΅Π½Ρ ΡΠ°Π·Π»ΠΈΡΠΈΡ Π² ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΡ
ΡΡΡΠ°Π½ΠΎΠ²ΠΊΠ°Ρ
ΡΡΡΠ΄Π΅Π½ΡΠΎΠ² ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ Y ΠΈ Z, ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΡΡΠΈΠ΅ ΠΈΡ
ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠ΅: ΠΈΠ· 65-ΡΠΈ ΠΏΠ΅ΡΠ΅ΠΌΠ΅Π½Π½ΡΡ
ΠΏΠΎ 19-ΡΠΈ Π²ΡΡΠ²Π»Π΅Π½Ρ ΡΡΠ°ΡΠΈΡΡΠΈΡΠ΅ΡΠΊΠΈ Π·Π½Π°ΡΠΈΠΌΡΠ΅ ΡΠ°Π·Π»ΠΈΡΠΈΡ. ΠΠΏΠΈΡΠ°Π½Ρ ΠΌΠΎΠ΄Π΅Π»ΠΈ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΡΡΡΠ΄Π΅Π½ΡΠΎΠ² Π΄Π²ΡΡ
ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ Π½Π° ΠΊΠ°ΠΆΠ΄ΠΎΠΌ ΡΡΠ°ΠΏΠ΅ ΠΏΡΠΎΡΠ΅ΡΡΠ° ΠΏΡΠΈΠ½ΡΡΠΈΡ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ, ΠΊΠΎΡΠΎΡΡΠ΅ Π»Π΅Π³Π»ΠΈ Π² ΠΎΡΠ½ΠΎΠ²Ρ Π΄Π΅Π»Π΅Π½ΠΈΡ ΠΎΠ±ΡΡΠ°ΡΡΠΈΡ
ΡΡ Π½Π° ΡΠ΅Π»Π΅Π²ΡΠ΅ Π³ΡΡΠΏΠΏΡ. ΠΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½Ρ Π½Π°ΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΠΏΠΎ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΠ°ΡΠΈΠΈ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΡ
ΠΈΠ½ΡΠ΅ΡΠ°ΠΊΡΠΈΠΉ Ρ ΡΠ΅Π»Π΅Π²ΡΠΌΠΈ Π³ΡΡΠΏΠΏΠ°ΠΌΠΈ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΠ΅Π»Π΅ΠΉ Π΄Π²ΡΡ
ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ Π² ΠΏΡΠΎΡΠ΅ΡΡΠ΅ ΠΎΠ±ΡΠ°Π·ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎΠ³ΠΎ Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ ΠΏΡΠΈ ΠΏΡΠΈΠ½ΡΡΠΈΠΈ ΠΈΠΌΠΈ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ.ΠΡΠ²ΠΎΠ΄Ρ. Π Π°Π·Π»ΠΈΡΠΈΡ Π² ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΡ
ΡΡΡΠ°Π½ΠΎΠ²ΠΊΠ°Ρ
ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΠ΅Π»Π΅ΠΉ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ Y ΠΈ Z ΠΎΠ±ΡΡΠ»ΠΎΠ²Π»ΠΈΠ²Π°ΡΡ ΡΠ°Π·Π»ΠΈΡΠΈΡ Π² ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΡΠ΅ΡΠΊΠΈΡ
ΠΏΠ°ΡΡΠ΅ΡΠ½Π°Ρ
Π½Π° ΠΊΠ°ΠΆΠ΄ΠΎΠΌ ΡΡΠ°ΠΏΠ΅ ΠΏΡΠΎΡΠ΅ΡΡΠ° ΠΏΡΠΈΠ½ΡΡΠΈΡ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ. ΠΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΡΡΠΈΡ
ΡΠ°Π·Π»ΠΈΡΠΈΠΉ ΠΏΠΎΠ·Π²ΠΎΠ»ΡΠ΅Ρ ΠΌΠΎΠ΄Π΅Π»ΠΈΡΠΎΠ²Π°ΡΡ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠ΅ Π΄Π²ΡΡ
ΡΠ΅Π»Π΅Π²ΡΡ
ΡΠ΅Π³ΠΌΠ΅Π½ΡΠΎΠ², Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΡΠΎΠ²Π°ΡΡ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄Ρ ΠΊ Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ Ρ Π½ΠΈΠΌΠΈ Π½Π° ΡΡΠ°ΠΏΠ°Ρ
ΠΏΡΠΎΡΠ΅ΡΡΠ° ΠΏΡΠΈΠ½ΡΡΠΈΡ ΡΠ΅ΡΠ΅Π½ΠΈΠΉ ΠΏΡΠΈ Π²ΡΠ±ΠΎΡΠ΅ Π²ΡΠ·Π° ΠΈ ΠΎΠ±ΡΠ°Π·ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ³ΡΠ°ΠΌΠΌΡ, Π° ΡΠ°ΠΊΠΆΠ΅ ΠΏΠΎΠ²ΡΡΠ°ΡΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΡ ΠΎΠ±ΡΠ°Π·ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎΠ³ΠΎ Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ Π² ΠΏΠ΅ΡΠΈΠΎΠ΄ ΠΎΠ±ΡΡΠ΅Π½ΠΈΡ
Effect of <i>Bifidobacterium bifidum</i> supernatant on the morphological and functional characteristics of human fibroblasts in real time during an <i>in vitro</i> experiment
Currently, there is an active search for exogenous stimulators of repair and regeneration processes. In the recent decades, some data on the immunotropic activity of bifidobacteria have been accumulated. The key role in healing of wound defects belongs to fibroblasts due to the secretion of the extracellular matrix components, metabolites, signal factors for the surrounding cells, and tissue metabolism regulation. The paper presents the results of the study of the effect of Bifidobacterium bifidum supernatant (10 ml/mL) on the morphological and functional properties of human fibroblasts in real time during the in vitro experiment. In our work, we used the reference strain B. bifidum 791 (All-Russian Collection of Industrial Microorganisms of the State Research Institute for Genetics and Selection of Industrial Microorganisms βGenetikaβ, Deposit No. AS-1247) used in the production of the probiotic product βBifidumbacterinβ (ZAO βEcopolisβ, the city of Kovrov), and adult human fibroblasts (cell line LECH-4 (81)) (laboratory of cell cultures ENIIVI, the city of Yekaterinburg). Structural and functional studies were conducted on co-culture days 1, 3, 7, 14, 21, and 28. The products of B. bifidum secondary metabolism have a stressful effect on the morphological and functional state of fibroblasts on the first day. The processes of proliferation are stimulated in the culture in the experiment (2.67Β±0.24) compared with the control group (0.75Β±0.15) (p < 0.01) without blocking apoptosis in the cell. This leads to the increase in the production of extracellular matrix proteins, both collagen (pg/mL) (400Β±19 against 110Β±25 in the control group), and elastin (ng/mL) 395Β±30 and 125Β±29). Co-culture of fibroblasts within 24 hours in the experimental sample leads to a massive βreleaseβ of the CD44 receptor (p < 0.05), compared to the control group which is confirmed by phenotypic changes (r = 0.66). The decrease of CD105+, CD44+ receptors (p < 0.05), compared with the control group and the increase of CD29+ expression (p < 0.05) is observed on days 1 and 3. Activated fibroblasts have an altered secretory phenotype that produces cytokines of various types such as TGF-b (r = 0.78), IL-6 (r = 0.57), IL-1b (r = 0.75), IL-8 (r = 0.63). The maximum adaptation of cells in the experimental system is registered on the 7th day, which correlates with morphometric (r = 0.59) and cytometric (r = 0.71) studies. The received data contribute to understanding of the mechanisms of the immunoregulatory influence of normal biota (in the bifidobacteria model) on the repair and regeneration processes
Π£ΠΏΡΠ°Π²Π»Π΅Π½ΠΈΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΈΠΌ ΠΎΠΏΡΡΠΎΠΌ Π½Π° ΡΡΠ½ΠΊΠ΅ Π²ΠΎΡΡΡΠ΅Π±ΠΎΠ²Π°Π½Π½ΡΡ Π² ΠΊΡΠΈΠ·ΠΈΡ ΡΠΈΠ½Π°Π½ΡΠΎΠ²ΡΡ ΡΡΠ»ΡΠ³
Purpose: to provide differentiated marketing solutions for manage customer experience based on various demographics, behavioral characteristics and customer values in the process of servicing for investing in gold.Methods: the current study was based upon general scientific methods of analysis and synthesis, applied methods of marketing research. The field market research and analysis of customer experience were carried out in relation to investment opportunities available in banks: physical gold and depersonalized metal accounts. A qualitative research method included βMystery shopperβ β a covert participant observation research of 8 banks in Moscow β the major players offering services for investing in gold.Results: the authors found out that investing in gold becomes in demand during the crisis time. Gold, as an investment opportunity, is a protective asset and retains its value in a long term. The target segments potentially interested in investing in gold can be determined by demographic and behavioral characteristics, desired benefits and values. The authors analyzed the customer experience journey of two segments in the process of investing in through different banking channels. The customer experience was illustrated with customer experience maps that propose management solutions for banks that desire to offer gold investment services.Conclusions and Relevance: in the context of geopolitical and economic instability, the demand for investment opportunities in gold remains high. While customers value high level of services and investment appeal banks are interested in obtaining a stable income. To provide a mutually beneficial cooperation it is important to create a level of service that would fully meet consumer demand. The basis to create a high-quality service for investing in gold include specific management strategies enabling to receive omnichannel (both digital and non-digital) customer experience in various customer segments.Π¦Π΅Π»Ρ ΡΠ°Π±ΠΎΡΡ β ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΡ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΡΠΎΠ²Π°Π½Π½ΡΠ΅ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΠ΅ ΡΠ΅ΡΠ΅Π½ΠΈΡ ΠΏΠΎ ΡΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΠΎΠΏΡΡΠΎΠΌ ΠΊΠΎΠ½Π΅ΡΠ½ΡΡ
ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ Ρ ΡΠ°Π·Π»ΠΈΡΠ½ΡΠΌΠΈ Π΄Π΅ΠΌΠΎΠ³ΡΠ°ΡΠΈΡΠ΅ΡΠΊΠΈΠΌΠΈ ΠΈ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΡΠ΅ΡΠΊΠΈΠΌΠΈ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠ°ΠΌΠΈ ΠΈ ΡΠ΅Π½Π½ΠΎΡΡΡΠΌΠΈ ΠΏΡΠΈ ΠΏΡΠΎΠ΄Π°ΠΆΠ΅ ΡΡΠ»ΡΠ³ ΠΏΠΎ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π² Π·ΠΎΠ»ΠΎΡΠΎ.ΠΠ΅ΡΠΎΠ΄Ρ: ΠΠ»Ρ Π²ΡΠΏΠΎΠ»Π½Π΅Π½ΠΈΡ Π·Π°Π΄Π°Ρ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΡ Π±ΡΠ»ΠΈ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½Ρ ΠΎΠ±ΡΠ΅Π½Π°ΡΡΠ½ΡΠ΅ ΠΌΠ΅ΡΠΎΠ΄Ρ Π°Π½Π°Π»ΠΈΠ·Π° ΠΈ ΡΠΈΠ½ΡΠ΅Π·Π°, ΠΏΡΠΈΠΊΠ»Π°Π΄Π½ΡΠ΅ ΠΌΠ΅ΡΠΎΠ΄Ρ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΡ
ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠΉ. ΠΠΎΠ»Π΅Π²ΠΎΠ΅ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠ΅ ΠΈ Π°Π½Π°Π»ΠΈΠ· ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ³ΠΎ ΠΎΠΏΡΡΠ° ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½Ρ Π² ΠΎΡΠ½ΠΎΡΠ΅Π½ΠΈΠΈ ΠΎΠ±ΡΠ΅ΠΊΡΠΎΠ² ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ, Π΄ΠΎΡΡΡΠΏΠ½ΡΡ
Π² Π±Π°Π½ΠΊΠ°Ρ
: ΡΠΈΠ·ΠΈΡΠ΅ΡΠΊΠΎΠ΅ Π·ΠΎΠ»ΠΎΡΠΎ ΠΈ ΠΎΠ±Π΅Π·Π»ΠΈΡΠ΅Π½Π½ΡΠ΅ ΠΌΠ΅ΡΠ°Π»Π»ΠΈΡΠ΅ΡΠΊΠΈΠ΅ ΡΡΠ΅ΡΠ°. ΠΡΠΈΠΌΠ΅Π½Π΅Π½ ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠΉ ΠΌΠ΅ΡΠΎΠ΄ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΡ Β«ΡΠ°ΠΉΠ½ΡΠΉ ΠΏΠΎΠΊΡΠΏΠ°ΡΠ΅Π»ΡΒ»: ΡΠΊΡΡΡΠΎΠ΅ Π²ΠΊΠ»ΡΡΠ΅Π½Π½ΠΎΠ΅ Π½Π°Π±Π»ΡΠ΄Π΅Π½ΠΈΠ΅ Π·Π° ΠΌΠΎΠ΄Π΅Π»ΡΠΌΠΈ ΠΏΡΠΎΠ΄Π°ΠΆ 8-ΠΌΠΈ Π±Π°Π½ΠΊΠΎΠ² Π³. ΠΠΎΡΠΊΠ²Ρ β ΠΊΡΡΠΏΠ½Π΅ΠΉΡΠΈΡ
ΠΈΠ³ΡΠΎΠΊΠΎΠ², ΠΏΡΠ΅Π΄Π»Π°Π³Π°ΡΡΠΈΡ
ΡΡΠ»ΡΠ³ΠΈ ΠΏΠΎ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π² Π·ΠΎΠ»ΠΎΡΠΎ.Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΡΠ°Π±ΠΎΡΡ. ΠΠ²ΡΠΎΡΠ°ΠΌΠΈ ΠΏΠΎΠΊΠ°Π·Π°Π½ΠΎ, ΡΡΠΎ ΠΎΠ΄Π½ΠΎΠΉ ΠΈΠ· ΡΠΈΠ½Π°Π½ΡΠΎΠ²ΡΡ
ΡΡΠ»ΡΠ³, Π²ΠΎΡΡΡΠ΅Π±ΠΎΠ²Π°Π½Π½ΡΡ
Π² ΠΊΡΠΈΠ·ΠΈΡ, ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ Π² Π·ΠΎΠ»ΠΎΡΠΎ. Π ΠΏΡΠΎΡΠ΅ΡΡΠ΅ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΡ Π±ΡΠ»ΠΈ ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½Ρ ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π»ΡΠ½ΡΠ΅ ΡΠ΅Π»Π΅Π²ΡΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΈΠ΅ ΡΠ΅Π³ΠΌΠ΅Π½ΡΡ, Π³ΠΎΡΠΎΠ²ΡΠ΅ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°ΡΡ Π² Π·ΠΎΠ»ΠΎΡΠΎ ΡΠ΅ΡΠ΅Π· ΡΠ°Π·Π»ΠΈΡΠ½ΡΠ΅ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΡ, Π΄ΠΎΡΡΡΠΏΠ½ΡΠ΅ Π² Π±Π°Π½ΠΊΠ°Ρ
. Π¦Π΅Π»Π΅Π²ΡΠ΅ ΡΠ΅Π³ΠΌΠ΅Π½ΡΡ ΠΎΡΠ»ΠΈΡΠ°ΡΡΡΡ Π΄Π΅ΠΌΠΎΠ³ΡΠ°ΡΠΈΡΠ΅ΡΠΊΠΈΠΌΠΈ ΠΈ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΡΠ΅ΡΠΊΠΈΠΌΠΈ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠ°ΠΌΠΈ, ΠΈΡΠΊΠΎΠΌΡΠΌΠΈ Π²ΡΠ³ΠΎΠ΄Π°ΠΌΠΈ, ΡΠ΅Π½Π½ΠΎΡΡΡΠΌΠΈ. ΠΡΠΎΠ°Π½Π°Π»ΠΈΠ·ΠΈΡΠΎΠ²Π°Π½ ΠΊΠ»ΠΈΠ΅Π½ΡΡΠΊΠΈΠΉ ΠΏΡΡΡ ΡΠ΅Π»Π΅Π²ΡΡ
ΡΠ΅Π³ΠΌΠ΅Π½ΡΠΎΠ² ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΏΡΠΈ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΠΈ Π² Π·ΠΎΠ»ΠΎΡΠΎ Π² ΡΠ°Π·Π½ΡΡ
ΠΊΠ°Π½Π°Π»Π°Ρ
Π±Π°Π½ΠΊΠΎΠ²ΡΠΊΠΎΠ³ΠΎ ΠΎΠ±ΡΠ»ΡΠΆΠΈΠ²Π°Π½ΠΈΡ. ΠΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½Ρ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΡΠΎΠ²Π°Π½Π½ΡΠ΅ ΡΠ΅ΡΠ΅Π½ΠΈΡ ΠΏΠΎ ΡΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΈΠΌ ΠΎΠΏΡΡΠΎΠΌ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΡΠ΅Π»Π΅Π²ΡΡ
ΡΠ΅Π³ΠΌΠ΅Π½ΡΠΎΠ² ΠΏΡΠΈ ΠΏΡΠΎΠ΄Π°ΠΆΠ΅ ΡΡΠ»ΡΠ³ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π² Π·ΠΎΠ»ΠΎΡΠΎ, ΠΈΠ»Π»ΡΡΡΡΠΈΡΠΎΠ²Π°Π½Π½ΡΠ΅ ΠΊΠ°ΡΡΠ°ΠΌΠΈ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ³ΠΎ ΠΎΠΏΡΡΠ°.ΠΡΠ²ΠΎΠ΄Ρ. Π ΡΡΠ»ΠΎΠ²ΠΈΡΡ
Π³Π΅ΠΎΠΏΠΎΠ»ΠΈΡΠΈΡΠ΅ΡΠΊΠΎΠΉ ΠΈ ΡΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΎΠΉ Π½Π΅ΡΡΠ°Π±ΠΈΠ»ΡΠ½ΠΎΡΡΠΈ ΠΈΠ½ΡΠ΅ΡΠ΅Ρ ΡΠΎ ΡΡΠΎΡΠΎΠ½Ρ ΡΠ°ΡΡΠ½ΡΡ
ΠΈΠ½Π²Π΅ΡΡΠΎΡΠΎΠ² ΠΊ ΡΡΠ»ΡΠ³Π΅ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π² Π·ΠΎΠ»ΠΎΡΠΎ ΠΎΡΡΠ°Π΅ΡΡΡ Π²ΡΡΠΎΠΊΠΈΠΌ. ΠΠ»Ρ Π²Π·Π°ΠΈΠΌΠΎΠ²ΡΠ³ΠΎΠ΄Π½ΠΎΠ³ΠΎ ΠΎΠ±ΠΌΠ΅Π½Π° ΡΠ΅Π½Π½ΠΎΡΡΡΠΌΠΈ Π² Π΄Π°Π½Π½ΡΡ
ΡΡΠ»ΠΎΠ²ΠΈΡΡ
, ΠΏΠΎΠ»ΡΡΠ΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΠΌΠΈ ΠΈΡΠΊΠΎΠΌΡΡ
ΡΠ΅Π½Π½ΠΎΡΡΠ΅ΠΉ ΠΈ ΡΡΠ°Π±ΠΈΠ»ΡΠ½ΠΎΠ³ΠΎ Π΄ΠΎΡ
ΠΎΠ΄Π° Π±Π°Π½ΠΊΠ°ΠΌΠΈ, Π²Π°ΠΆΠ½ΠΎ ΡΠΎΠ·Π΄Π°ΡΡ ΡΠ°ΠΊΠΎΠ΅ ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½ΠΈΠ΅, ΠΊΠ°ΡΠ΅ΡΡΠ²ΠΎ ΠΈ ΠΊΠΎΠ»ΠΈΡΠ΅ΡΡΠ²ΠΎ ΠΊΠΎΡΠΎΡΠΎΠ³ΠΎ Π±ΡΠ΄ΡΡ ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΎΠ²Π°ΡΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠΌΡ ΡΠΏΡΠΎΡΡ. ΠΡΠ½ΠΎΠ²ΠΎΠΉ ΡΠΎΠ·Π΄Π°Π½ΠΈΡ ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½ΠΈΡ ΡΡΠ»ΡΠ³ ΠΏΠΎ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π² Π·ΠΎΠ»ΠΎΡΠΎ ΡΠ²Π»ΡΡΡΡΡ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΡΠΎΠ²Π°Π½Π½ΡΠ΅ ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΈ ΡΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΈΠΌ ΠΎΠΏΡΡΠΎΠΌ ΡΠ΅Π»Π΅Π²ΡΡ
ΡΠ΅Π³ΠΌΠ΅Π½ΡΠΎΠ² Π² ΡΠΈΡΡΠΎΠ²ΡΡ
ΠΈ Π½Π΅ΡΠΈΡΡΠΎΠ²ΡΡ
ΠΊΠ°Π½Π°Π»Π°Ρ
ΡΠ±ΡΡΠ° ΠΈ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΉ, Π±Π°Π·ΠΈΡΡΡΡΠΈΠ΅ΡΡ Π½Π° ΠΏΡΠΈΠ½ΡΠΈΠΏΠ°Ρ
ΠΎΠΌΠ½ΠΈΠΊΠ°Π½Π°Π»ΡΠ½ΠΎΡΡΠΈ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΉ ΠΈ ΡΠ±ΡΡΠ°
ΠΠ»ΠΈΡΠ½ΠΈΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ³ΠΎ ΠΎΠΏΡΡΠ° Π½Π° ΠΎΡΠ΅Π½ΠΊΡ Π²ΠΎΡΠΏΡΠΈΠ½ΠΈΠΌΠ°Π΅ΠΌΠΎΠΉ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π² ΠΌΠ΅Π³Π°ΠΏΠΎΠ»ΠΈΡΠ΅
Purpose: is to assess of the degree of influence of consumer experience, expressed in terms of the frequency of use of ground public transport services, on the perception of transport accessibility in Moscow by consumers of such services.Methods: the research hypotheses were tested on the basis of the dimensions of the perception of transport accessibility for 17 attributes. An online survey of the perception of transport accessibility in terms of these attributes was conducted on a representative sample of 1,500 observations in Moscow. The significance of the results was tested using the chi-square test at a significance level of 5%.Results: the first hypothesis was confirmed about the presence of a positive relationship between the variables "frequency of use" and "perception of the availability of ground urban public transport" for seventeen attributes. As part of testing the second hypothesis for 7 out of 17 attributes, differences in the assessments of the perception of transport accessibility of different categories of passengers depending on the frequency of transport use were revealed. The focus of researchers on the negative experience of consumers with different frequency of use of transport made it possible to identify two consumer segments with a higher proportion of dissatisfied consumers relative. Due to different consumer experience and the nature of consumer dissatisfaction the authors propose differentiated management and marketing solutions to improve the experience of these consumers and change their perception of transport accessibility in Moscow.Conclusions and Relevance: it has been proven that the perception of transport accessibility depends on consumer experience and frequency of use of Ground Urban Passenger Transport (GUPT) services. The optimal level of use of public transport services at which positive consumer experience is formed has been determined. The authors believe that digitization of the economy, remote work tendencies, and urban infrastructure planning will change the transport behavior of consumers, enabling passengers to reduce the number of trips, bringing them closer to the optimal level. Understanding the interrelation between the frequency of use of GUPT services and differences in consumer perceptions of individual attributes of transport accessibility allows us to make decisions on managing the transport behavior of different consumer segments.Π¦Π΅Π»Ρ ΡΠ°Π±ΠΎΡΡ β ΠΎΡΠ΅Π½ΠΊΠ° Π²Π»ΠΈΡΠ½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ³ΠΎ ΠΎΠΏΡΡΠ°, Π²ΡΡΠ°ΠΆΠ΅Π½Π½ΠΎΠ³ΠΎ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»ΡΠΌΠΈ ΡΠ°ΡΡΠΎΡΡ ΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ»ΡΠ³Π°ΠΌΠΈ Π½Π°Π·Π΅ΠΌΠ½ΠΎΠ³ΠΎ Π³ΠΎΡΠΎΠ΄ΡΠΊΠΎΠ³ΠΎ ΠΏΠ°ΡΡΠ°ΠΆΠΈΡΡΠΊΠΎΠ³ΠΎ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ° (ΠΠΠΠ’), Π½Π° Π²ΠΎΡΠΏΡΠΈΡΡΠΈΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΠΌΠΈ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π² Π³. ΠΠΎΡΠΊΠ²Π΅.ΠΠ΅ΡΠΎΠ΄Ρ. ΠΡΠΎΠ²Π΅ΡΠΊΠ° Π³ΠΈΠΏΠΎΡΠ΅Π· ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΡ ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½Π° Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΠΌΠ΅ΡΠΎΠ΄Π° ΠΈΠ·ΠΌΠ΅ΡΠ΅Π½ΠΈΠΉ Π²ΠΎΡΠΏΡΠΈΡΡΠΈΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΠΏΠΎ 17ΡΠΈ Π°ΡΡΠΈΠ±ΡΡΠ°ΠΌ. ΠΠ½Π»Π°ΠΉΠ½-Π°Π½ΠΊΠ΅ΡΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ Π²ΠΎΡΠΏΡΠΈΡΡΠΈΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΠΏΠΎ ΡΡΠΈΠΌ Π°ΡΡΠΈΠ±ΡΡΠ°ΠΌ ΠΏΡΠΎΠ²ΠΎΠ΄ΠΈΠ»ΠΎΡΡ Π½Π° ΡΠ΅ΠΏΡΠ΅Π·Π΅Π½ΡΠ°ΡΠΈΠ²Π½ΠΎΠΉ Π²ΡΠ±ΠΎΡΠΊΠ΅ ΠΎΠ±ΡΠ΅ΠΌΠΎΠΌ 1500 Π½Π°Π±Π»ΡΠ΄Π΅Π½ΠΈΠΉ Π² Π³. ΠΠΎΡΠΊΠ²Π΅. ΠΠΎΡΡΠΎΠ²Π΅ΡΠ½ΠΎΡΡΡ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΠΎΠ² ΠΏΡΠΎΠ²Π΅ΡΡΠ»Π°ΡΡ Ρ ΠΏΠΎΠΌΠΎΡΡΡ ΠΊΡΠΈΡΠ΅ΡΠΈΡ Ρ
ΠΈ-ΠΊΠ²Π°Π΄ΡΠ°Ρ ΠΏΡΠΈ ΡΡΠΎΠ²Π½Π΅ Π·Π½Π°ΡΠΈΠΌΠΎΡΡΠΈ 5%.Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΡΠ°Π±ΠΎΡΡ. ΠΠΎΠ΄ΡΠ²Π΅ΡΠΆΠ΄Π΅Π½Π° Π³ΠΈΠΏΠΎΡΠ΅Π·Π° ΠΎ Π½Π°Π»ΠΈΡΠΈΠΈ ΠΏΠΎΠ»ΠΎΠΆΠΈΡΠ΅Π»ΡΠ½ΠΎΠΉ Π²Π·Π°ΠΈΠΌΠΎΡΠ²ΡΠ·ΠΈ ΠΏΠ΅ΡΠ΅ΠΌΠ΅Π½Π½ΡΡ
Β«ΡΠ°ΡΡΠΎΡΠ° ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡΒ» ΠΈ Β«Π²ΠΎΡΠΏΡΠΈΡΡΠΈΠ΅ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π½Π°Π·Π΅ΠΌΠ½ΠΎΠ³ΠΎ Π³ΠΎΡΠΎΠ΄ΡΠΊΠΎΠ³ΠΎ ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ°Β» ΠΏΠΎ 17-ΡΠΈ Π°ΡΡΠΈΠ±ΡΡΠ°ΠΌ. Π ΡΠ°ΠΌΠΊΠ°Ρ
ΠΏΡΠΎΠ²Π΅ΡΠΊΠΈ Π²ΡΠΎΡΠΎΠΉ Π³ΠΈΠΏΠΎΡΠ΅Π·Ρ, ΠΏΠΎ 7-ΠΌΠΈ Π°ΡΡΠΈΠ±ΡΡΠ°ΠΌ ΠΈΠ· 17-ΡΠΈ Π²ΡΡΠ²Π»Π΅Π½Ρ ΡΠ°Π·Π»ΠΈΡΠΈΡ Π² ΠΎΡΠ΅Π½ΠΊΠ°Ρ
Π²ΠΎΡΠΏΡΠΈΡΡΠΈΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΡΠ°Π·Π½ΡΠΌΠΈ ΠΊΠ°ΡΠ΅Π³ΠΎΡΠΈΡΠΌΠΈ ΠΏΠ°ΡΡΠ°ΠΆΠΈΡΠΎΠ², Π² Π·Π°Π²ΠΈΡΠΈΠΌΠΎΡΡΠΈ ΠΎΡ ΡΠ°ΡΡΠΎΡΡ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ°. Π€ΠΎΠΊΡΡ Π½Π° Π½Π΅Π³Π°ΡΠΈΠ²Π½ΠΎΠΌ ΠΎΠΏΡΡΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ Ρ ΡΠ°Π·Π½ΠΎΠΉ ΡΠ°ΡΡΠΎΡΠΎΠΉ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ° ΠΏΠΎΠ·Π²ΠΎΠ»ΠΈΠ» Π²ΡΠ΄Π΅Π»ΠΈΡΡ Π΄Π²Π° ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΈΡ
ΡΠ΅Π³ΠΌΠ΅Π½ΡΠ° Ρ Π±ΠΎΠ»ΡΡΠ΅ΠΉ Π΄ΠΎΠ»Π΅ΠΉ Π½Π΅ΡΠ΄ΠΎΠ²Π»Π΅ΡΠ²ΠΎΡΠ΅Π½Π½ΠΎΡΡΠΈ. Π ΡΠΈΠ»Ρ ΡΠ°Π·Π½ΠΎΠ³ΠΎ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ³ΠΎ ΠΎΠΏΡΡΠ° ΠΈ ΠΏΡΠΈΡΠΎΠ΄Ρ Π½Π΅ΡΠ΄ΠΎΠ²Π»Π΅ΡΠ²ΠΎΡΠ΅Π½Π½ΠΎΡΡΠΈ ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½Ρ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΡΠΎΠ²Π°Π½Π½ΡΠ΅ ΡΠΏΡΠ°Π²Π»Π΅Π½ΡΠ΅ΡΠΊΠΈΠ΅ ΠΈ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΠ΅ ΡΠ΅ΡΠ΅Π½ΠΈΡ Π΄Π»Ρ ΡΠ»ΡΡΡΠ΅Π½ΠΈΡ ΠΎΠΏΡΡΠ° ΡΡΠΈΡ
ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΈ ΠΈΠ·ΠΌΠ΅Π½Π΅Π½ΠΈΡ ΠΈΡ
Π²ΠΎΡΠΏΡΠΈΡΡΠΈΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π² Π³. ΠΠΎΡΠΊΠ²Π΅.ΠΡΠ²ΠΎΠ΄Ρ. ΠΠΎΠΊΠ°Π·Π°Π½ΠΎ, ΡΡΠΎ Π²ΠΎΡΠΏΡΠΈΡΡΠΈΠ΅ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π·Π°Π²ΠΈΡΠΈΡ ΠΎΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ³ΠΎ ΠΎΠΏΡΡΠ° ΠΈ Π°ΠΊΡΠΈΠ²Π½ΠΎΡΡΠΈ ΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ»ΡΠ³Π°ΠΌΠΈ ΠΠΠΠ’. ΠΠΏΡΠ΅Π΄Π΅Π»Π΅Π½ ΠΎΠΏΡΠΈΠΌΠ°Π»ΡΠ½ΡΠΉ ΡΡΠΎΠ²Π΅Π½Ρ ΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ»ΡΠ³Π°ΠΌΠΈ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ°, ΠΏΡΠΈ ΠΊΠΎΡΠΎΡΠΎΠΌ ΡΠΎΡΠΌΠΈΡΡΠ΅ΡΡΡ ΠΏΠΎΠ»ΠΎΠΆΠΈΡΠ΅Π»ΡΠ½ΡΠΉ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΈΠΉ ΠΎΠΏΡΡ. ΠΠ²ΡΠΎΡΡ ΠΏΠΎΠ»Π°Π³Π°ΡΡ, ΡΡΠΎ ΡΠΈΡΡΠΎΠ²ΠΈΠ·Π°ΡΠΈΡ ΡΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠΈ, ΡΡΠ΅Π½Π΄Ρ ΡΠ΄Π°Π»Π΅Π½Π½ΠΎΠΉ ΡΠ°Π±ΠΎΡΡ, ΠΏΠ»Π°Π½ΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ Π³ΠΎΡΠΎΠ΄ΡΠΊΠΎΠΉ ΡΡΠ΅Π΄Ρ Π±ΡΠ΄ΡΡ ΠΈΠ·ΠΌΠ΅Π½ΡΡΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠ΅ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ, ΡΠΏΠΎΡΠΎΠ±ΡΡΠ²ΠΎΠ²Π°ΡΡ ΡΠΌΠ΅Π½ΡΡΠ΅Π½ΠΈΡ ΡΠ°ΡΡΠΎΡΡ ΠΏΠΎΠ΅Π·Π΄ΠΎΠΊ, ΠΏΡΠΈΠ±Π»ΠΈΠΆΠ°Ρ ΠΈΡ
ΠΊ ΠΎΠΏΡΠΈΠΌΠ°Π»ΡΠ½ΠΎΠΌΡ ΡΡΠΎΠ²Π½Ρ. ΠΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ Π²Π·Π°ΠΈΠΌΠΎΡΠ²ΡΠ·Π΅ΠΉ ΠΌΠ΅ΠΆΠ΄Ρ ΡΠ°ΡΡΠΎΡΠΎΠΉ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ»ΡΠ³ ΠΠΠΠ’ ΠΈ ΡΠ°Π·Π»ΠΈΡΠΈΡΠΌΠΈ Π² Π²ΠΎΡΠΏΡΠΈΡΡΠΈΠΈ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΠΌΠΈ ΠΎΡΠ΄Π΅Π»ΡΠ½ΡΡ
Π°ΡΡΠΈΠ±ΡΡΠΎΠ² Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ° ΠΏΠΎΠ·Π²ΠΎΠ»ΠΈΡ ΠΏΡΠΈΠ½ΠΈΠΌΠ°ΡΡ ΡΠ΅ΡΠ΅Π½ΠΈΡ ΠΏΠΎ ΡΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΡΠΌ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠ΅ΠΌ ΡΠ°Π·Π½ΡΡ
ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΈΡ
ΡΠ΅Π³ΠΌΠ΅Π½ΡΠΎΠ²
ΠΠ΅ΡΠΎΠ΄ΠΈΠΊΠ° ΠΎΡΠ΅Π½ΠΊΠΈ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΠΊΠ°ΠΏΠΈΡΠ°Π»ΡΠ½ΡΡ ΠΎΠ±ΡΠ΅ΠΊΡΠΎΠ² ΠΌΠ΅Π³Π°ΠΏΠΎΠ»ΠΈΡΠ° Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ Π³Π΅ΠΎΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΎΠ½Π½ΡΡ Π΄Π°Π½Π½ΡΡ
Purpose: to present the author's methodology and the test results for calculating integral indicators of transport accessibility on the basis of weighted normalized private indicators for three housing estates in Moscow.Methods: the study is based on the application of methods for collecting factual material, its processing, systematic, comparative historical and structural-functional analysis, which were supplemented by multivariate analysis of secondary information using content analysis of existing methods for calculating indicators of transport accessibility of capital objects. The results and conclusions of the research are based on the use of the author's methodology for calculating integral indicators of transport accessibility based on weighted normalized private indicators for three housing estates in Moscow. The analysis of a possible set of criteria for assessing transport accessibility of housing estates in Moscow metropolis was carried out on the basis of the use of a geographic information system database GIS NextGIS QGIS.Results: a review of methodological approaches to the calculation of objective quantitative indicators characterizing the transport accessibility of capital objects is carried out; the author's methodology for calculating the integral indicators of the transport accessibility of residential complexes in Moscow is presented and tested on the basis of weighted normalized private criteria / indicators. The use of the authorsβ methodology for calculating integral indicators of transport accessibility based on weighted normalized private criteria / indicators made it possible to calculate the values of indicators of transport accessibility for three housing estates in Moscow, calculate an integrated score for a set of transport accessibility criteria for each housing estate, to give a comparative quantitative assessment of their transport accessibility, to conduct a rating of housing estates in terms of their transport accessibility.Conclusions and Relevance: the presented results of approbation of the author's methodology for calculating the integral indicators of transport accessibility for housing estates in Moscow allow to conduct a comparative and dynamic analysis of housing estates (or larger units) transport accessibility. The results of such an analysis can be applied in order to develop programs for transport infrastructure development of the megacity as a whole, its certain districts and city parts, as well as to assess such programs efciency. The authors see the directions for future research in the defnition and calculation of indicators based on the city dwellers perception of the transport accessibilityΠ¦Π΅Π»Ρ: ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΡ Π°Π²ΡΠΎΡΡΠΊΡΡ ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊΡ ΠΏΠΎ ΡΠ°ΡΡΠ΅ΡΡ ΠΈΠ½ΡΠ΅Π³ΡΠ°Π»ΡΠ½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ Π²Π·Π²Π΅ΡΠ΅Π½Π½ΡΡ
Π½ΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½Π½ΡΡ
ΡΠ°ΡΡΠ½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΠΈ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΡ Π΅Π΅ Π°ΠΏΡΠΎΠ±Π°ΡΠΈΠΈ Π΄Π»Ρ ΡΡΠ΅Ρ
ΠΆΠΈΠ»ΡΡ
ΠΊΠΎΠΌΠΏΠ»Π΅ΠΊΡΠΎΠ² Π³. ΠΠΎΡΠΊΠ²Ρ.ΠΠ΅ΡΠΎΠ΄ ΠΈΠ»ΠΈ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ»ΠΎΠ³ΠΈΡ ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΡΠ°Π±ΠΎΡΡ. ΠΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠ΅ ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΎ Π½Π° ΠΏΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΠΈ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΡΠ±ΠΎΡΠ° ΡΠ°ΠΊΡΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ ΠΌΠ°ΡΠ΅ΡΠΈΠ°Π»Π°, Π΅Π³ΠΎ ΠΎΠ±ΡΠ°Π±ΠΎΡΠΊΠΈ, ΡΠΈΡΡΠ΅ΠΌΠ½ΠΎΠ³ΠΎ, ΡΡΠ°Π²Π½ΠΈΡΠ΅Π»ΡΠ½ΠΎ-ΠΈΡΡΠΎΡΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ ΠΈ ΡΡΡΡΠΊΡΡΡΠ½ΠΎ-ΡΡΠ½ΠΊΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎΠ³ΠΎ Π°Π½Π°Π»ΠΈΠ·Π°, ΠΊΠΎΡΠΎΡΡΠ΅ Π±ΡΠ»ΠΈ Π΄ΠΎΠΏΠΎΠ»Π½Π΅Π½Ρ ΠΌΠ½ΠΎΠ³ΠΎΠΌΠ΅ΡΠ½ΡΠΌ Π°Π½Π°Π»ΠΈΠ·ΠΎΠΌ Π²ΡΠΎΡΠΈΡΠ½ΠΎΠΉ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΈ Ρ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΠ΅ΠΌ ΠΊΠΎΠ½ΡΠ΅Π½Ρ-Π°Π½Π°Π»ΠΈΠ·Π° ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠΈΡ
ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊ ΡΠ°ΡΡΠ΅ΡΠ° ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΠΊΠ°ΠΏΠΈΡΠ°Π»ΡΠ½ΡΡ
ΠΎΠ±ΡΠ΅ΠΊΡΠΎΠ². Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΠΈ Π²ΡΠ²ΠΎΠ΄Ρ ΡΠ°Π±ΠΎΡΡ Π±Π°Π·ΠΈΡΡΡΡΡΡ Π½Π° ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΠΈ Π°Π²ΡΠΎΡΡΠΊΠΎΠΉ ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊΠΈ ΡΠ°ΡΡΠ΅ΡΠ° ΠΈΠ½ΡΠ΅Π³ΡΠ°Π»ΡΠ½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ Π²Π·Π²Π΅ΡΠ΅Π½Π½ΡΡ
Π½ΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½Π½ΡΡ
ΡΠ°ΡΡΠ½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ Π΄Π»Ρ ΡΡΠ΅Ρ
ΠΆΠΈΠ»ΡΡ
ΠΊΠΎΠΌΠΏΠ»Π΅ΠΊΡΠΎΠ² Π³. ΠΠΎΡΠΊΠ²Ρ. ΠΠ½Π°Π»ΠΈΠ· Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΠΉ ΡΠΎΠ²ΠΎΠΊΡΠΏΠ½ΠΎΡΡΠΈ ΠΊΡΠΈΡΠ΅ΡΠΈΠ΅Π²/ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΠΎΡΠ΅Π½ΠΊΠΈ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΠΆΠΈΠ»ΠΈΡΠ½ΡΡ
ΠΊΠΎΠΌΠΏΠ»Π΅ΠΊΡΠΎΠ² ΠΌΠ΅Π³Π°ΠΏΠΎΠ»ΠΈΡΠ° Π³. ΠΠΎΡΠΊΠ²Π° Π±ΡΠ» ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½ Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ Π³Π΅ΠΎΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΎΠ½Π½ΠΎΠΉ Π±Π°Π·Ρ Π΄Π°Π½Π½ΡΡ
ΠΠΠ‘ NextGIS QGIS.Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΡΠ°Π±ΠΎΡΡ. ΠΡΠΎΠ²Π΅Π΄Π΅Π½ ΠΎΠ±Π·ΠΎΡ ΠΌΠ΅ΡΠΎΠ΄ΠΈΡΠ΅ΡΠΊΠΈΡ
ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ΠΎΠ² ΠΊ ΡΠ°ΡΡΠ΅ΡΡ ΠΎΠ±ΡΠ΅ΠΊΡΠΈΠ²Π½ΡΡ
ΠΊΠΎΠ»ΠΈΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ, Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΠ·ΡΡΡΠΈΡ
ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΡΡ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΡ ΠΊΠ°ΠΏΠΈΡΠ°Π»ΡΠ½ΡΡ
ΠΎΠ±ΡΠ΅ΠΊΡΠΎΠ², ΠΏΡΠ΅Π΄ΡΡΠ°Π²Π»Π΅Π½Π° ΠΈ Π°ΠΏΡΠΎΠ±ΠΈΡΠΎΠ²Π°Π½Π° Π°Π²ΡΠΎΡΡΠΊΠ°Ρ ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊΠ° ΡΠ°ΡΡΠ΅ΡΠ° ΠΈΠ½ΡΠ΅Π³ΡΠ°Π»ΡΠ½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΠΆΠΈΠ»ΡΡ
ΠΊΠΎΠΌΠΏΠ»Π΅ΠΊΡΠΎΠ² Π³. ΠΠΎΡΠΊΠ²Ρ Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ Π²Π·Π²Π΅ΡΠ΅Π½Π½ΡΡ
Π½ΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½Π½ΡΡ
ΡΠ°ΡΡΠ½ΡΡ
ΠΊΡΠΈΡΠ΅ΡΠΈΠ΅Π²/ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ. ΠΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΠ΅ Π°Π²ΡΠΎΡΡΠΊΠΎΠΉ ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊΠΈ ΡΠ°ΡΡΠ΅ΡΠ° ΠΈΠ½ΡΠ΅Π³ΡΠ°Π»ΡΠ½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ Π²Π·Π²Π΅ΡΠ΅Π½Π½ΡΡ
Π½ΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½Π½ΡΡ
ΡΠ°ΡΡΠ½ΡΡ
ΠΊΡΠΈΡΠ΅ΡΠΈΠ΅Π²/ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΠΏΠΎΠ·Π²ΠΎΠ»ΠΈΠ»ΠΎ ΡΠ°ΡΡΡΠΈΡΠ°ΡΡ Π·Π½Π°ΡΠ΅Π½ΠΈΡ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π΄Π»Ρ ΡΡΠ΅Ρ
ΠΆΠΈΠ»ΡΡ
ΠΊΠΎΠΌΠΏΠ»Π΅ΠΊΡΠΎΠ² Π³. ΠΠΎΡΠΊΠ²Ρ, ΡΠ°ΡΡΡΠΈΡΠ°ΡΡ ΠΈΠ½ΡΠ΅Π³ΡΠΈΡΠΎΠ²Π°Π½Π½ΡΡ Π±Π°Π»Π»ΡΠ½ΡΡ ΠΎΡΠ΅Π½ΠΊΡ ΡΠΎΠ²ΠΎΠΊΡΠΏΠ½ΠΎΡΡΠΈ ΠΊΡΠΈΡΠ΅ΡΠΈΠ΅Π² ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π΄Π»Ρ ΠΊΠ°ΠΆΠ΄ΠΎΠ³ΠΎ ΠΠ, Π΄Π°ΡΡ ΡΡΠ°Π²Π½ΠΈΡΠ΅Π»ΡΠ½ΡΡ ΠΊΠΎΠ»ΠΈΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΡ ΠΎΡΠ΅Π½ΠΊΡ ΠΈΡ
ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ, ΠΏΡΠΎΠ²Π΅ΡΡΠΈ ΡΠ΅ΠΉΡΠΈΠ½Π³ΠΎΠ²Π°Π½ΠΈΠ΅ ΠΠ ΠΏΠΎ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»ΡΠΌ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ.ΠΡΠ²ΠΎΠ΄Ρ. ΠΡΠ΅Π΄ΡΡΠ°Π²Π»Π΅Π½Π½ΡΠ΅ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΡ Π°ΠΏΡΠΎΠ±Π°ΡΠΈΠΈ Π°Π²ΡΠΎΡΡΠΊΠΎΠΉ ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊΠΈ ΡΠ°ΡΡΠ΅ΡΠ° ΠΈΠ½ΡΠ΅Π³ΡΠ°Π»ΡΠ½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π΄Π»Ρ ΠΆΠΈΠ»ΡΡ
ΠΊΠΎΠΌΠΏΠ»Π΅ΠΊΡΠΎΠ² Π³. ΠΠΎΡΠΊΠ²Ρ ΠΏΠΎΠ·Π²ΠΎΠ»ΡΡΡ ΠΏΡΠΎΠ²ΠΎΠ΄ΠΈΡΡ ΡΡΠ°Π²Π½ΠΈΡΠ΅Π»ΡΠ½ΡΠΉ ΠΈ Π΄ΠΈΠ½Π°ΠΌΠΈΡΠ΅ΡΠΊΠΈΠΉ Π°Π½Π°Π»ΠΈΠ· ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΠΠ (ΠΈΠ»ΠΈ Π±ΠΎΠ»Π΅Π΅ ΠΊΡΡΠΏΠ½ΡΡ
Π°Π³ΡΠ΅Π³Π°ΡΠΎΠ²). Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΡΠ°ΠΊΠΎΠ³ΠΎ Π°Π½Π°Π»ΠΈΠ·Π° ΠΌΠΎΠ³ΡΡ Π±ΡΡΡ ΠΏΡΠΈΠΌΠ΅Π½Π΅Π½Ρ Π² ΡΠ΅Π»ΡΡ
ΡΠ°Π·ΡΠ°Π±ΠΎΡΠΊΠΈ ΠΏΡΠΎΠ³ΡΠ°ΠΌΠΌ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ ΠΈΠ½ΡΡΠ°ΡΡΡΡΠΊΡΡΡΡ ΠΌΠ΅Π³Π°ΠΏΠΎΠ»ΠΈΡΠ° Π² ΡΠ΅Π»ΠΎΠΌ, ΠΎΡΠ΄Π΅Π»ΡΠ½ΡΡ
ΠΎΠΊΡΡΠ³ΠΎΠ² ΠΈ ΡΠ°ΠΉΠΎΠ½ΠΎΠ², Π° ΡΠ°ΠΊΠΆΠ΅ Π΄Π»Ρ ΠΎΡΠ΅Π½ΠΊΠΈ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΠΈ ΡΠ°ΠΊΠΈΡ
ΠΏΡΠΎΠ³ΡΠ°ΠΌΠΌ. Π ΡΠ΅Π»ΡΡ
Π΄Π°Π»ΡΠ½Π΅ΠΉΡΠ΅Π³ΠΎ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΠΈΡΡΠ΅ΠΌΡ ΠΎΡΠ΅Π½ΠΊΠΈ ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ Π°Π²ΡΠΎΡΡ Π²ΠΈΠ΄ΡΡ Π½Π°ΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ Π±ΡΠ΄ΡΡΠΈΡ
ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠΉ Π² ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½ΠΈΠΈ ΠΈ ΡΠ°ΡΡΠ΅ΡΠ΅ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ, ΠΎΡΠ½ΠΎΠ²Π°Π½Π½ΡΡ
Π½Π° Π²ΠΎΡΠΏΡΠΈΡΡΠΈΠΈ ΠΆΠΈΡΠ΅Π»ΡΠΌΠΈ Π³ΠΎΡΠΎΠ΄Π° ΡΡΠ°Π½ΡΠΏΠΎΡΡΠ½ΠΎΠΉ Π΄ΠΎΡΡΡΠΏΠ½ΠΎΡΡΠΈ ΠΎΠ±ΡΠ΅ΠΊΡΠΎΠ²
Π£ΡΡΠΎΠΉΡΠΈΠ²ΠΎΠ΅ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ: ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠ΅ ΡΠ΅ΡΠ΅Π· ΠΏΡΠΈΠ·ΠΌΡ ΡΠ΅ΠΎΡΠΈΠΈ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ
Purpose: to present an author-designed methodology for measuring sustainable consumer behavior and the results of its practical evaluation for the verbal modelling of behavior of consumers of generations X, Y and z in conditions of unstable socio-economic and environmental systems.Methods: the study is grounded in the application of methods of content analysis of secondary information and statistical analysis of primary data. Results and implications of the research study are grounded in the use of the author-designed system of indicators of sustainable consumer behavior in the marketing study of the extent of manifestation of such behavior by consumers of generations X, Y, z on a representative sample of 1195 units who reside in more than 200 large cities in Russia.Results: the author-designed customized methodology for measuring sustainable consumer behavior that is grounded in a system of qualitative indicators, classified by clusters of interrelated objectives on sustainable societal development (socio-economic, social and socio-environmental), has been developed. The study findings enabled the authors to identify significant differences in indicators of sustainable behavior of consumers of different generations and to determine their proclivity to exhibit sustainable behavior in the future. The detected differences served as the basis for demonstration of both the verbal models of sustainable behavior of consumers of generations X, Y and z and the possibility to identify generational groups as large market segments for the purposes of differentiating sustainable marketing strategies.Π‘onclusions and Relevance: the results of testing of the author-designed methodology for measuring sustainable behavior of consumers from different generational groups confirmed the provisions of the generational theory on differences in their behavior, which manifested itself in differentiation of the contribution of consumers of the X, Y, z generations to achieving socio-economic, social and environmental objectives in the country through productive (destructive) behavioral patterns. Therefore, application of generational theory provisions will be instrumental in identifying large target market segments, corresponding to the generational groups with different profiles and models of sustainable behavior, which will require differentiated approach in sustainable marketing.Π¦Π΅Π»Ρ ΡΡΠ°ΡΡΠΈ β ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΡ Π°Π²ΡΠΎΡΡΠΊΡΡ ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊΡ ΠΈΠ·ΠΌΠ΅ΡΠ΅Π½ΠΈΡ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΈ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΡ Π΅Π΅ Π°ΠΏΡΠΎΠ±Π°ΡΠΈΠΈ Π΄Π»Ρ Π²Π΅ΡΠ±Π°Π»ΡΠ½ΠΎΠ³ΠΎ ΠΌΠΎΠ΄Π΅Π»ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΠ΅Π»Π΅ΠΉ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ X, Y ΠΈ z Π² ΡΡΠ»ΠΎΠ²ΠΈΡΡ
Π½Π΅ΡΡΠ°Π±ΠΈΠ»ΡΠ½ΠΎΡΡΠΈ ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎ-ΡΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡ
ΠΈ ΠΏΡΠΈΡΠΎΠ΄Π½ΡΡ
ΡΠΈΡΡΠ΅ΠΌ.ΠΠ΅ΡΠΎΠ΄Ρ ΠΈΠ»ΠΈ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ»ΠΎΠ³ΠΈΡ ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΡΠ°Π±ΠΎΡΡ: ΠΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠ΅ ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΎ Π½Π° ΠΏΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΠΈ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΊΠΎΠ½ΡΠ΅Π½Ρ-Π°Π½Π°Π»ΠΈΠ·Π° Π²ΡΠΎΡΠΈΡΠ½ΠΎΠΉ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΈ ΠΈ ΡΡΠ°ΡΠΈΡΡΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ Π°Π½Π°Π»ΠΈΠ·Π° ΠΏΠ΅ΡΠ²ΠΈΡΠ½ΡΡ
Π΄Π°Π½Π½ΡΡ
. Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΠΈ Π²ΡΠ²ΠΎΠ΄Ρ ΡΠ°Π±ΠΎΡΡ Π±Π°Π·ΠΈΡΡΡΡΡΡ Π½Π° ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΠΈ Π°Π²ΡΠΎΡΡΠΊΠΎΠΉ ΡΠΈΡΡΠ΅ΠΌΡ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ Π² ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΠΎΠΌ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠΈ ΡΡΠ΅ΠΏΠ΅Π½ΠΈ ΠΏΡΠΎΡΠ²Π»Π΅Π½ΠΈΡ ΠΏΠΎΠ΄ΠΎΠ±Π½ΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΠΌΠΈ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ X, Y ΠΈ z Π½Π° ΡΠ΅ΠΏΡΠ΅Π·Π΅Π½ΡΠ°ΡΠΈΠ²Π½ΠΎΠΉ Π²ΡΠ±ΠΎΡΠΊΠ΅ ΠΎΠ±ΡΠ΅ΠΌΠΎΠΌ 1195 ΡΠ»Π΅ΠΌΠ΅Π½ΡΠΎΠ², ΠΏΡΠΈ ΠΎΡ
Π²Π°ΡΠ΅ Π±ΠΎΠ»Π΅Π΅ ΡΠ΅ΠΌ 200-ΡΠ° ΠΊΡΡΠΏΠ½ΡΡ
Π³ΠΎΡΠΎΠ΄ΠΎΠ² Π ΠΎΡΡΠΈΠΈ.Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΡΠ°Π±ΠΎΡΡ. Π Π°Π·ΡΠ°Π±ΠΎΡΠ°Π½Π° ΠΈ Π°ΠΏΡΠΎΠ±ΠΈΡΠΎΠ²Π°Π½Π° Π°Π²ΡΠΎΡΡΠΊΠ°Ρ ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊΠ° ΠΈΠ·ΠΌΠ΅ΡΠ΅Π½ΠΈΡ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΡΠΈΡΡΠ΅ΠΌΡ ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΡ
ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»Π΅ΠΉ, ΠΊΠ»Π°ΡΡΠΈΡΠΈΡΠΈΡΠΎΠ²Π°Π½Π½ΡΡ
Π² Π±Π»ΠΎΠΊΠΈ ΠΏΠΎ Π²ΠΊΠ»Π°Π΄Ρ Π² ΡΠ΅ΡΠ΅Π½ΠΈΠ΅ Π²Π·Π°ΠΈΠΌΠΎΡΠ²ΡΠ·Π°Π½Π½ΡΡ
Π·Π°Π΄Π°Ρ ΠΏΠΎ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠΌΡ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΠΎΠ±ΡΠ΅ΡΡΠ²Π°: ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎ-ΡΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡ
, ΡΠΎΡΠΈΠ°Π»ΡΠ½ΡΡ
, ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎ-ΡΠΊΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΡ
. ΠΠΎ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΠ°ΠΌ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΡ Π²ΡΡΠ²Π»Π΅Π½Ρ ΡΡΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠ΅ ΡΠ°Π·Π»ΠΈΡΠΈΡ Π² ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠΌ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠΈ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΈΠ· ΡΠ°Π·Π½ΡΡ
ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΡΠ΅ΡΠΊΠΈΡ
Π³ΡΡΠΏΠΏ, ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½Π° ΠΈΡ
Π³ΠΎΡΠΎΠ²Π½ΠΎΡΡΡ ΠΊ ΠΏΡΠΎΡΠ²Π»Π΅Π½ΠΈΡ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ Π² Π±ΡΠ΄ΡΡΠ΅ΠΌ. ΠΠ° ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΈΠΈ Π²ΡΡΠ²Π»Π΅Π½Π½ΡΡ
ΡΠ°Π·Π»ΠΈΡΠΈΠΉ ΠΏΡΠ΅Π΄ΡΡΠ°Π²Π»Π΅Π½Ρ Π²Π΅ΡΠ±Π°Π»ΡΠ½ΡΠ΅ ΠΌΠΎΠ΄Π΅Π»ΠΈ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ X, Y ΠΈ z, ΠΏΠΎΠΊΠ°Π·Π°Π½Π° Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΡ Π²ΡΠ΄Π΅Π»Π΅Π½ΠΈΡ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΡΠ΅ΡΠΊΠΈΡ
Π³ΡΡΠΏΠΏ Π² ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅ ΠΊΡΡΠΏΠ½ΡΡ
ΡΠ΅Π³ΠΌΠ΅Π½ΡΠΎΠ² ΡΡΠ½ΠΊΠ° Π΄Π»Ρ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΡΠΎΠ²Π°Π½Π½ΡΡ
ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΉ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΡΡΠΈ.ΠΡΠ²ΠΎΠ΄Ρ. Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ Π°ΠΏΡΠΎΠ±Π°ΡΠΈΠΈ Π°Π²ΡΠΎΡΡΠΊΠΎΠΉ ΠΌΠ΅ΡΠΎΠ΄ΠΈΠΊΠΈ ΠΈΠ·ΠΌΠ΅ΡΠ΅Π½ΠΈΡ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΈΠ· ΡΠ°Π·Π½ΡΡ
ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΡΠ΅ΡΠΊΠΈΡ
Π³ΡΡΠΏΠΏ ΠΏΠΎΠ΄ΡΠ²Π΅ΡΠ΄ΠΈΠ»ΠΈ ΠΏΠΎΠ»ΠΎΠΆΠ΅Π½ΠΈΡ ΡΠ΅ΠΎΡΠΈΠΈ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ ΠΎ ΡΠ°Π·Π»ΠΈΡΠΈΡΡ
Π² ΠΈΡ
ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠΈ, ΡΡΠΎ Π²ΡΡΠ°Π·ΠΈΠ»ΠΎΡΡ Π² Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΠ°ΡΠΈΠΈ Π²ΠΊΠ»Π°Π΄Π° ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ X, Y ΠΈ z Π² ΡΠ΅ΡΠ΅Π½ΠΈΠ΅ ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎ-ΡΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΈΡ
, ΡΠΎΡΠΈΠ°Π»ΡΠ½ΡΡ
ΠΈ ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎ-ΡΠΊΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΡ
Π·Π°Π΄Π°Ρ Π² ΡΡΡΠ°Π½Π΅ Π·Π° ΡΡΠ΅Ρ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠ²Π½ΡΡ
(Π΄Π΅ΡΡΡΡΠΊΡΠΈΠ²Π½ΡΡ
) ΠΏΠ°ΡΡΠ΅ΡΠ½ΠΎΠ² ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ. ΠΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΠ΅ ΡΠ΅ΠΎΡΠΈΠΈ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΠΈΠΉ ΠΏΠΎΠ·Π²ΠΎΠ»ΠΈΠ»ΠΎ Π²ΡΠ΄Π΅Π»ΠΈΡΡ ΠΊΡΡΠΏΠ½ΡΠ΅ ΡΠ΅Π»Π΅Π²ΡΠ΅ ΡΠ΅Π³ΠΌΠ΅Π½ΡΡ ΡΡΠ½ΠΊΠ°, ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΡΡΡΠΈΠ΅ ΠΏΠΎΠΊΠΎΠ»Π΅Π½ΡΠ΅ΡΠΊΠΈΠΌ Π³ΡΡΠΏΠΏΠ°ΠΌ Ρ ΡΠ°Π·Π½ΡΠΌΠΈ ΠΌΠΎΠ΄Π΅Π»ΡΠΌΠΈ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΠ³ΠΎ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ, ΡΡΠΎ ΠΏΠΎΡΡΠ΅Π±ΡΠ΅Ρ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΡΠΎΠ²Π°Π½Π½ΠΎΠ³ΠΎ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄Π° Π² ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π΅ ΡΡΡΠΎΠΉΡΠΈΠ²ΠΎΡΡΠΈ
A new XRD method to quantify plate and lath martensites of hardened medium-carbon steel
This paper introduces a new technique to separately measure the volume fraction and tetragonal ratio of co-existing lath and plate martensites in ultrahigh strength steel, and to calculate their different carbon contents. First of all, the two martensites are assumed to have body centre tetragonal lattice structures of different tetragonal ratios. X-ray diffraction is then applied to obtain the overlapping (200) diffraction peak, which is subsequently separated as four sub-peaks using a self-made multiple Gaussian peak-fitting method to allow the measurement of the individual lattice parameters c and a. Finally a modified equation is applied to calculate the carbon contents from the obtained tetragonal ratios. The new technique is then applied to investigate the effect of subsequent tempering on the decarbonisation of the as-quenched martensites.
Keywords: Gaussian peak-fitting, martensite carbon content,
martensite tetragonal ratio, medium-carbon steels, Xray
diffractio
Austenite in Transformation-Induced Plasticity Steel Subjected to Multiple Isothermal Heat Treatments
The thermodynamic limit to the progress of the bainite reaction in steels containing a cementite inhibitor often leaves large quantities of thermally or mechanically unstable austenite. Such austenite is not effective in delaying the onset of plastic instabilities during the course of deformation. In such circumstances, it is useful to conduct isothermal transformation at a high temperature where the rate of reaction is relatively rapid, followed by a lower temperature step that permits more bainite to be generated. This in turn increases the stability of the refined austenite, which then transforms gently over a large range of strain during a tensile test. A significant corollary is that the two-step heat treatments are unnecessary in low-carbon steels, where the bainite reaction is able to proceed to a greater extent before reaching the thermodynamic limit. Furthermore, the two-step process can be counterproductive in low carbon steel, because the austenite content is reduced to a level below which it does not enhance the mechanical properties. Other circumstances in which multiple heat treatments are necessary are also discussed.The authors are grateful to POSCO for support through Steel
Innovation Programme, and to the World Class University Programme of the National
Research Foundation of Korea, Ministry of Education, Science and Technology, project
number R32-2008-000-10147.This is the accepted manuscript version. The final published version is available from Springer at http://link.springer.com/article/10.1007%2Fs11661-014-2405-z
Π‘ΠΈΡΡΠ΅ΠΌΠ°ΡΠΈΠ·Π°ΡΠΈΡ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΏΡΠΎΡΠΈΠ²ΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠΈΠΈ ΡΠΎΠ²Π°ΡΠΎΠ² ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ Π±ΡΠ΅Π½Π΄ΠΎΠ²
Purpose: the purpose of the article is to systematize the methods of combating counterfeiting of premium brands in order to justify the need to shift the focus from the use of methods of exclusively state regulation, mainly of a legal and technological nature, to marketing methods to curb the growth of counterfeit products for premium brands.Methods: the study is based on the use of desk methods for collecting and processing data, using methods of systemic and structural-functional assessment of actual data, methods of multidimensional classification in segmenting consumers of counterfeit products, methods of indexing and structuring marketing methods to combat counterfeit products.Results: based on the analysis of the state of the market for counterfeit premium brands and the methods used to counteract the production and distribution of counterfeit products, the authors systematized marketing methods to curb the growth of consumer demand for counterfeit products of premium brands, which made it possible to identify new methods to combat counterfeiting. As part of the systematization carried out by the authors, the types of consumers of counterfeit products of premium brands are classified based on psychographic and behavioral segmentation, as well as groups of offline, online and combined marketing methods to counter the spread of counterfeit of premium brands.Conclusions and Relevance: the results of the study will allow premium brand stakeholders to form a broader view of the set of methods used to combat counterfeit products and improve the effectiveness of the methods used.Π¦Π΅Π»Ρ ΡΡΠ°ΡΡΠΈ β ΡΠΈΡΡΠ΅ΠΌΠ°ΡΠΈΠ·ΠΈΡΠΎΠ²Π°ΡΡ ΠΌΠ΅ΡΠΎΠ΄Ρ ΠΏΡΠΎΡΠΈΠ²ΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠΈΠΈ ΡΠΎΠ²Π°ΡΠΎΠ² ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ² Π΄Π»Ρ ΠΎΠ±ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΈΡ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΠΈ ΡΠΌΠ΅ΡΠ΅Π½ΠΈΡ ΡΠΎΠΊΡΡΠ° Ρ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΈΡΠΊΠ»ΡΡΠΈΡΠ΅Π»ΡΠ½ΠΎ Π³ΠΎΡΡΠ΄Π°ΡΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΡΠ΅Π³ΡΠ»ΠΈΡΠΎΠ²Π°Π½ΠΈΡ, ΠΏΡΠ΅ΠΈΠΌΡΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎ ΠΏΡΠ°Π²ΠΎΠ²ΠΎΠ³ΠΎ ΠΈ ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠ°, Π½Π° ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΠ΅ ΠΌΠ΅ΡΠΎΠ΄Ρ ΠΏΠΎ ΡΠ΄Π΅ΡΠΆΠΈΠ²Π°Π½ΠΈΡ ΡΠΎΡΡΠ° ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ° Π½Π° ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΡ ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ².ΠΠ΅ΡΠΎΠ΄Ρ ΠΈΠ»ΠΈ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ»ΠΎΠ³ΠΈΡ ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΡΠ°Π±ΠΎΡΡ. ΠΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠ΅ ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΎ Π½Π° ΠΏΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΠΈ ΠΊΠ°Π±ΠΈΠ½Π΅ΡΠ½ΡΡ
ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΡΠ±ΠΎΡΠ° ΠΈ ΠΎΠ±ΡΠ°Π±ΠΎΡΠΊΠΈ Π΄Π°Π½Π½ΡΡ
, ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΠΈ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΡΠΈΡΡΠ΅ΠΌΠ½ΠΎΠΉ ΠΈ ΡΡΡΡΠΊΡΡΡΠ½ΠΎ-ΡΡΠ½ΠΊΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎΠΉ ΠΎΡΠ΅Π½ΠΊΠΈ ΡΠ°ΠΊΡΠΈΡΠ΅ΡΠΊΠΈΡ
Π΄Π°Π½Π½ΡΡ
, ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΌΠ½ΠΎΠ³ΠΎΠΌΠ΅ΡΠ½ΠΎΠΉ ΠΊΠ»Π°ΡΡΠΈΡΠΈΠΊΠ°ΡΠΈΠΈ ΠΏΡΠΈ ΡΠ΅Π³ΠΌΠ΅Π½ΡΠΈΡΠΎΠ²Π°Π½ΠΈΠΈ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠΈ, ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΈΠ½Π΄Π΅ΠΊΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΈ ΡΡΡΡΠΊΡΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΡ
ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² Π±ΠΎΡΡΠ±Ρ Ρ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠ΅ΠΉ.Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΡΠ°Π±ΠΎΡΡ. ΠΠ° ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΈΠΈ Π°Π½Π°Π»ΠΈΠ·Π° ΡΠΎΡΡΠΎΡΠ½ΠΈΡ ΡΡΠ½ΠΊΠ° ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠΈ ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ² ΠΈ ΠΏΡΠΈΠΌΠ΅Π½ΡΠ΅ΠΌΡΡ
ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΏΡΠΎΡΠΈΠ²ΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ ΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄ΡΡΠ²Ρ ΠΈ ΡΠ°ΡΠΏΡΠΎΡΡΡΠ°Π½Π΅Π½ΠΈΡ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ° Π°Π²ΡΠΎΡΡ ΡΠΈΡΡΠ΅ΠΌΠ°ΡΠΈΠ·ΠΈΡΠΎΠ²Π°Π»ΠΈ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΠ΅ ΠΌΠ΅ΡΠΎΠ΄Ρ ΠΏΠΎ ΡΠ΄Π΅ΡΠΆΠΈΠ²Π°Π½ΠΈΡ ΡΠΎΡΡΠ° ΡΠΏΡΠΎΡΠ° ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ Π½Π° ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΡΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΡ ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ², ΡΡΠΎ ΠΏΠΎΠ·Π²ΠΎΠ»ΠΈΠ»ΠΎ Π²ΡΡΠ²ΠΈΡΡ Π½ΠΎΠ²ΡΠ΅ ΠΌΠ΅ΡΠΎΠ΄Ρ Π±ΠΎΡΡΠ±Ρ Ρ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠΎΠΌ. Π ΡΠ°ΠΌΠΊΠ°Ρ
ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½Π½ΠΎΠΉ Π°Π²ΡΠΎΡΠ°ΠΌΠΈ ΡΠΈΡΡΠ΅ΠΌΠ°ΡΠΈΠ·Π°ΡΠΈΠΈ ΠΊΠ»Π°ΡΡΠΈΡΠΈΡΠΈΡΠΎΠ²Π°Π½Ρ ΡΠΈΠΏΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠΈ ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ² Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΠΏΡΠΈΡ
ΠΎΠ³ΡΠ°ΡΠΈΡΠ΅ΡΠΊΠΎΠΉ ΠΈ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΡΠ΅ΡΠΊΠΎΠΉ ΡΠ΅Π³ΠΌΠ΅Π½ΡΠ°ΡΠΈΠΈ, Π° ΡΠ°ΠΊΠΆΠ΅ Π²ΡΠ΄Π΅Π»Π΅Π½Ρ Π³ΡΡΠΏΠΏΡ ΠΎΡΠ»Π°ΠΉΠ½, ΠΎΠ½Π»Π°ΠΉΠ½ ΠΈ ΡΠΎΠ²ΠΌΠ΅ΡΠ΅Π½Π½ΡΡ
ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΡ
ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΏΠΎ ΠΏΡΠΎΡΠΈΠ²ΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ ΡΠ°ΡΠΏΡΠΎΡΡΡΠ°Π½Π΅Π½ΠΈΡ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠΈ ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ².ΠΡΠ²ΠΎΠ΄Ρ. ΠΠ²ΡΠΎΡΠ°ΠΌΠΈ ΠΏΡΠ΅Π΄ΡΡΠ°Π²Π»Π΅Π½Π° ΠΊΠ»Π°ΡΡΠΈΡΠΈΠΊΠ°ΡΠΈΡ ΡΠΈΠΏΠΎΠ² ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠΈ ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ² Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΠΏΡΠΈΡ
ΠΎΠ³ΡΠ°ΡΠΈΡΠ΅ΡΠΊΠΎΠΉ ΠΈ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΡΠ΅ΡΠΊΠΎΠΉ ΡΠ΅Π³ΠΌΠ΅Π½ΡΠ°ΡΠΈΠΈ, Π° ΡΠ°ΠΊΠΆΠ΅ ΡΠΈΡΡΠ΅ΠΌΠ°ΡΠΈΠ·Π°ΡΠΈΡ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ΠΎΠ²ΡΡ
ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΏΡΠΎΡΠΈΠ²ΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ ΡΠ°ΡΠΏΡΠΎΡΡΡΠ°Π½Π΅Π½ΠΈΡ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠΈ ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ², ΠΊΠΎΡΠΎΡΠ°Ρ ΠΏΡΠ΅Π΄ΡΡΠ°Π²Π»Π΅Π½Π° ΡΡΠ΅ΠΌΡ ΠΌΠ΅ΡΠΎΠ΄Π°ΠΌΠΈ: ΠΎΡΠ»Π°ΠΉΠ½, ΠΎΠ½Π»Π°ΠΉΠ½ ΠΈ ΡΠΎΠ²ΠΌΠ΅ΡΠ΅Π½Π½ΡΠΌΠΈ ΠΌΠ΅ΡΠΎΠ΄Π°ΠΌΠΈ. Π Π΅Π·ΡΠ»ΡΡΠ°ΡΡ ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½Π½ΠΎΠ³ΠΎ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΡ ΠΏΠΎΠ·Π²ΠΎΠ»ΡΡ ΡΡΠΎΡΠΌΠΈΡΠΎΠ²Π°ΡΡ Π±ΠΎΠ»Π΅Π΅ ΡΠΈΡΠΎΠΊΠΈΠΉ Π²Π·Π³Π»ΡΠ΄ ΡΡΠ΅ΠΉΠΊΡ
ΠΎΠ»Π΄Π΅ΡΠΎΠ² ΠΏΡΠ΅ΠΌΠΈΠ°Π»ΡΠ½ΡΡ
Π±ΡΠ΅Π½Π΄ΠΎΠ² Π½Π° ΡΠΎΠ²ΠΎΠΊΡΠΏΠ½ΠΎΡΡΡ ΠΏΡΠΈΠΌΠ΅Π½ΡΠ΅ΠΌΡΡ
ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ² ΠΏΠΎ Π±ΠΎΡΡΠ±Π΅ Ρ ΠΊΠΎΠ½ΡΡΠ°ΡΠ°ΠΊΡΠ½ΠΎΠΉ ΠΏΡΠΎΠ΄ΡΠΊΡΠΈΠ΅ΠΉ ΠΈ ΠΏΠΎΠ²ΡΡΠΈΡΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΡ ΠΈΡΠΏΠΎΠ»ΡΠ·ΡΠ΅ΠΌΡΡ
ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ²
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