СОВРЕМЕННЫЙ НЕЙМИНГ В УКРАИНЕ В ЛИНГВОПРАГМАТИЧЕСКОМ ОСВЕЩЕНИИ

Commercial nomination in a globalized, virtualized, accelerated and simulacrum-saturated information flow has become a means for both reflecting and intensely influencing the language and conceptual world image pertinent for the consumer. Consequently, it needs studying from a linguopragmatic side, even more so in countries characterized by socioeconomic instability, among which Ukraine belongs today. This article is dedicated to a study of contemporary Russian-language naming in Ukraine seen from a linguopragmatic viewpoint. We have aimed to present the chief directions in naming science and the relevant linguistic problems treated within each trend. The article also presents linguistic criteria governing the creation of adequate names with respect for the reality of Ukraine; common errors in Russian-language naming in Ukraine are viewed closely. We have also described the chief methods used to gauge the linguopragmatic effectiveness of commercial names: parametrical, factor analysis, associative experiment, motivational analysis, socio-psychological analysis, image method, consumer loyalty method, the method of forming and assessing customer attachment to a brand and others. To determine the linguopragmatic potential of names parametrical analysis is applied together with several approaches: measurement of subjective expectations, highlighting of visual images, defining subjective preference.Коммерческая номинация в период глобализации, виртуализации, ускорения и симулякризации информационного потока, а также при учете влияния локальных условий становится средством отражения и одновременно активного воздействия на языковую и концептуальную картины мира потребителя, поэтому требует изучения в лингвопрагматическом аспекте, особенно в странах с нестабильной социо-политической ситуацией, к числу которых сегодня относится Украина. Статья посвящена изучению современного русскоязычного нейминга в Украине в аспекте лингвопрагматики. Представлены основные направления изучения нейминга и актуальные лингвистические проблемы в рамках каждого направления. В работе предложены лингвистические критерии создания адекватных неймов с учетом украинских реалий и рассмотрены типичные ошибки в области современного русскоязычного нейминга в Украине. Описаны основные методы определения лингвопрагматической эффективности коммерческих наименований: параметрический, метод факторного анализа, ассоциативного эксперимента, метод мотивационного анализа, социально-психологического анализа, имиджевый метод, метод оценки лояльности потребителей, метод формирования / оценки эмоциональной привязанности потребителя к бренду и другие. С целью определения лингвопрагматического потенциала неймов представлен параметрический анализ номинаций с учетом ряда приемов: определения субъективных ожиданий, выявления зрительных образов, определения субъективных предпочтений

Applied aspects of e-commerce system modeling

For every business today, the most important tasks are the timely informing of the target audience and the ability to sell the product or service as quickly as possible. Because of that reasons the e-commerce system has received such an extension, since such an approach allows simultaneous fulfillment of these and other tasks, control over realization of marketing tasks and make sales as effective as possible. Every year a large number of real (physical) business goes into on-line sphere. So, it is important to analyze the main principles of functioning of the company in the e-commerce sphere. Article is devoted to assessing the effectiveness of the company, which starts in the segment of e-commerce. When searching for the most rational route the average number of orders for the products, the average execution time, the average number of orders in the queue, as well as potential business, sales revenue product, investment and operational costs were taken into account. As a result, a mathematical model in a form of a system of three differential equations using the elements of queuing systems theory is presented. It allows to evaluate the expediency and efficiency of the transition of the enterprise from the real sector to the e-commerce system

Аналіз сучасного стану розвитку ринку електронної комерції в Україні

The object of research is the e-commerce market. The development of e-commerce allows to carry out business activities on a global scale, to offer enterprises goods and services regardless of spatial and temporal constraints, to reduce the costs of conducting and maintaining operations. This, respectively, allows to reduce prices and get a leading position in the global market. One of the problem areas is identification of those trends that have developed in foreign markets, which of this at the moment is in Ukraine. And, accordingly, what kind of experience can be adopted by them in order to more actively introduce the sphere of electronic commerce in all areas of economic activity.The analysis of the approaches to the definition of the concept of «electronic commerce» is carried out, the state of legislative regulation of the e-commerce sphere is determined at both the global and national levels. It is determined that, based on the interaction of business entities in the Internet environment, various types of e-commerce can be distinguished, the main participants of which are consumers, business and government.Statistical analysis of the development of e-commerce in the world has proved that today this area is rapidly increasing its volumes. The world leaders, of course, are the countries that have the highest level of implementation of information technologies in all areas of activity, however, Ukraine has become Europe’s leader in the development of e-commerce.It is proved that Ukraine has the potential to expand the influence of e-commerce companies. Since the Internet is still not used by 35 % of the population, and a large number of users prefer foreign services due to distrust of national enterprises and an imperfect legislative base. In addition, Ukrainian companies are mainly based on the principles of the «business-to-consumer» model, which, accordingly, enables other enterprises to occupy those market segments in which services are not offered at all through e-commerce services.Объектом исследования является рынок электронной коммерции. Развитие электронной коммерции позволяет осуществлять хозяйственную деятельность в мировом масштабе, предлагать предприятиям товары и услуги независимо от пространственных и временных ограничений, уменьшать расходы на проведение и обслуживание операций. Это, соответственно, позволяет снижать цены и получать лидирующие позиции на мировом рынке. Одним из проблемных мест является определение тех тенденций, которые сложились на зарубежных рынках, что из этого на данный момент есть в Украине. И, соответственно, какой опыт может быть перенят с целью более активного внедрения сферы электронной коммерции во все направления экономической деятельности.Проведен анализ подходов к определению понятия «электронная коммерция», определено состояние законодательного урегулирования сферы электронной коммерции как на глобальном, так и на национальном уровнях. Определено, что на основе взаимодействия субъектов хозяйствования в среде Интернет можно выделить различные типы электронной коммерции, основными участниками которых выступают потребители, бизнес и правительство.Статистический анализ развития электронной коммерции в мире доказал, что на сегодня данная сфера стремительно наращивает свои объемы. Мировыми лидерами, безусловно, выступают страны, которые имеют наибольший уровень внедрения информационных технологий во все сферы деятельности, однако, Украина стала лидером Европы по динамике развития электронной коммерции.Доказано, что в Украине есть потенциал к расширению влияния компаний сферы электронной коммерции. Так как Интернетом еще не пользуется 35 % населения, а большое количество пользователей предпочитают зарубежные сервисы из-за недоверия к национальным предприятиям и несовершенную законодательную базу. К тому же, украинские компании, в основном, базируются на принципах модели «бизнес-к-потребителю», что, соответственно, дает возможность другим предприятиям занимать те сегменты рынка, на которых вообще не предлагаются услуги через сервисы электронной коммерции.Об’єктом дослідження є ринок електронної комерції. Розвиток електронної комерції дозволяє здійснювати господарську діяльність у світовому масштабі, пропонувати підприємствам товари та послуги незалежно від просторових та часових обмежень, зменшувати витрати на проведення та обслуговування операцій. Це, відповідно, дозволяє знижувати ціни та отримувати лідируючі позиції на світовому ринку. Одним із проблемних місць є визначення тих тенденцій, які склалися на зарубіжних ринках, що з цього на даний момент є в Україні. І, відповідно, який досвід може бути перейнятий нею з метою більш активного впровадження сфери електронної комерції в усі напрями економічної діяльності.Проведено аналіз підходів до визначення поняття «електронна комерція», визначено стан законодавчого врегулювання сфери електронної комерції як на глобальному, так і на національному рівнях. Визначено, що на основі взаємодії суб’єктів господарювання в середовищі Інтернет можна виокремити різні типи електронної комерції, основними учасниками яких виступають споживачі, бізнес та уряд.Статистичний аналіз стану розвитку електронної комерції в світі довів, що на сьогодні дана сфера стрімко нарощує свої обсяги. Світовими лідерами, звісно, виступають країни, які мають найбільший рівень впровадження інформаційних технологій в усі сфери діяльності, проте, Україна стала лідером Європи за динамікою розвитку електронної комерції.Доведено, що в України є потенціал до розширення впливу компаній сфери електронної комерції. Так як Інтернетом ще не користується 35 % населення, а велика кількість користувачів надають перевагу зарубіжним сервісам через недовіру до національних підприємств та недосконалу законодавчу базу. До того ж, українські компанії, в основному, базуються на принципах моделі «бізнес-до-споживача», що, відповідно, дає можливість іншим підприємствам займати ті сегменти ринку, на яких взагалі не пропонуються послуги через сервіси електронної комерції

ON THE EXPEDIENCY OF GRANTING TAX EXEMPTIONS IN THE SPHERE OF SETTLEMENTS IMPROVEMENT

The purpose of the paper is to investigate the procedure of provision of economic incentives in the sphere of settlements improvement in the context of elements of development, in particular, the provision of tax privileges. Methodology. The survey is based on the analysis of the elaboration of the regulatory framework in the CIS countries regarding the application of tax privileges to economic entities that take an active part in the sphere of settlements improvement in terms of elements of development. The norms, which provide tax incentives in the Tax Codes of the Republics of Uzbekistan, Kazakhstan, the Kyrgyz Republic, the Russian Federation, and Ukraine, are considered. Provided proposals for the improvement of the tax legislation of these countries in the direction of application of tax incentives to natural and legal persons are based on the statement of the need to enhance the ecological component of a settlement, maintain its aesthetic appearance, create comfortable conditions for people living in it. Results. In the course of the investigation of the state policy on waste management in the CIS countries and analysing the modern legal and regulatory framework towards the provision of tax incentives to economic entities, which operate in the sphere of waste management, or towards natural persons, who acts in a private procedure, the necessity to grant them benefits on corporate profit tax, value-added tax, personal income tax, land fees is substantiated. Studying the state and regional policy on planting of greenery on the territory of settlements as an element of improvement, it is justified the necessity to grant tax privileges to enterprises, institutions, organizations, which take an active part in the process of planting by virtue of corporate profit tax, and to allow the use of special tax regimes for the enterprises the main activity of which is cultivation and realization of ornamental plants. It is proposed to consider the possibility to relive economic entities belonging to representatives of small business from payment of property tax for small outdoor amenities. Practical implications. The presented proposals for granting tax exemptions to economic entities that take an active part in the improvement of settlements will contribute to increase of motivation for the promotion of waste sorting, the manufacture of containers, garbage trucks, facilities of waste sorting plants; the intensification of activities on waste recycling and manufacture of products made of secondary raw materials; planting of greenery on the territory of settlements, which will contribute to betterment of the appearance of the settlements, creation of favourable, comfortable conditions for the population, improvement of the ecological situation. Value/originality. The article gives action-oriented proposals to bring modifications to the Tax Codes of the CIS countries towards the simulation of natural and legal persons to invest funds in sanitary clean-up of the territory from domestic waste for the implementation of rational waste management and for actions aimed at waste collecting

Effectiveness of students' distance learning in English business communication: the experience of Kyiv National University of Technologies and Design

Having the epidemiological situation caused by the spread of coronavirus, distance learning has become highly relevant in the world and Ukraine since 2020. Therefore it has become significant to identify, describe, and analyse the parameters of the correspondence of predicted and diagnosed educational results in distance learning in general English, English for specific purposes and business communication. The main aim is to outline strategies for increasing the effectiveness level of such activities. To obtain data to determine the effectiveness of distance practical classes, there have been used the results of regular final tests of the level of skills formation in vocabulary, grammar, reading, speaking, listening, and writing among 200 Kyiv National University of Technologies and Design students. These results were taken at the end of the spring semester of the 2019/2020 academic year and the autumn semester of the 2020/2021 academic year to compare with the same indicators of classroom studies in the autumn and spring semesters of the 2018/2019 academic year. To determine the degree of satisfaction with online learning of the English language, a survey of 20 teachers and 200 students has been carried out. It has been proved that distance learning is able to successfully solve a wide range of problems maintaining the quality of education while adapting lingua didactic science to the current information educational conditions and the development of new teaching methods

Security of e-banking systems: modelling the process of counteracting e-banking fraud

The paper is devoted to the current issue of the counteracting cyberattacks in the banking sector, in particular in the field of e-banking. The main types of banking fraud, which are carried out in the online sphere, are considered. The authors propose a mathematical model that describes the process of counteracting e-banking fraud. Proposed model is based on the classic Lotka-Volterra model with logistic growth and the Holling-Tanner dynamic models. The fixed points of a dynamic system were calculated and analyzed. It was determined that there are 4 possible types of fixed points: saddle and the line of stable fixed points, which are unlikely may be in real life, stable node and a stable degenerate node, which are, in practice, the most likely cases. The constructed model could be used for theoretical study, different simulation experiments with changing input parameters could be done. Unfortunately, it is difficult to investigate this question on real data, since the statistics on cyberattacks are closed

Modern Naming in Ukraine: Linguopragmatic Aspect

Commercial nomination in a globalized, virtualized, accelerated and simulacrum-saturated information flow has become a means for both reflecting and intensely influencing the language and conceptual world image pertinent for the consumer. Consequently, it needs studying from a linguopragmatic side, even more so in countries characterized by socioeconomic instability, among which Ukraine belongs today. This article is dedicated to a study of contemporary Russian-language naming in Ukraine seen from a linguopragmatic viewpoint. We have aimed to present the chief directions in naming science and the relevant linguistic problems treated within each trend. The article also presents linguistic criteria governing the creation of adequate names with respect for the reality of Ukraine; common errors in Russian-language naming in Ukraine are viewed closely. We have also described the chief methods used to gauge the linguopragmatic effectiveness of commercial names: parametrical, factor analysis, associative experiment, motivational analysis, socio-psychological analysis, image method, consumer loyalty method, the method of forming and assessing customer attachment to a brand and others. To determine the linguopragmatic potential of names parametrical analysis is applied together with several approaches: measurement of subjective expectations, highlighting of visual images, defining subjective preference

Analysis of the Current State of Development of Electronic Commerce Market in Ukraine

The object of research is the e-commerce market. The development of e-commerce allows to carry out business activities on a global scale, to offer enterprises goods and services regardless of spatial and temporal constraints, to reduce the costs of conducting and maintaining operations. This, respectively, allows to reduce prices and get a leading position in the global market. One of the problem areas is identification of those trends that have developed in foreign markets, which of this at the moment is in Ukraine. And, accordingly, what kind of experience can be adopted by them in order to more actively introduce the sphere of electronic commerce in all areas of economic activity.The analysis of the approaches to the definition of the concept of «electronic commerce» is carried out, the state of legislative regulation of the e-commerce sphere is determined at both the global and national levels. It is determined that, based on the interaction of business entities in the Internet environment, various types of e-commerce can be distinguished, the main participants of which are consumers, business and government.Statistical analysis of the development of e-commerce in the world has proved that today this area is rapidly increasing its volumes. The world leaders, of course, are the countries that have the highest level of implementation of information technologies in all areas of activity, however, Ukraine has become Europe's leader in the development of e-commerce.It is proved that Ukraine has the potential to expand the influence of e-commerce companies. Since the Internet is still not used by 35 % of the population, and a large number of users prefer foreign services due to distrust of national enterprises and an imperfect legislative base. In addition, Ukrainian companies are mainly based on the principles of the «business-to-consumer» model, which, accordingly, enables other enterprises to occupy those market segments in which services are not offered at all through e-commerce services

Development of intercultural communicative competence in the process of teaching English to future interpreters

The successful functioning of both the state and individual in the conditions of updated intercultural communication is impossible without adequate mastery of the universal language of international communication, which is currently the English language. The development of intercultural abilities of future interpreters in the field of business communication is aimed at continuous improvement of existing educational programs of institutions of higher education. The relevance of our research is due to the growing demand in modern business society for highly qualified interpreters with intercultural communication competencies. The purpose of the study is to develop and practically implement a model of intercultural communicative competence in the process of teaching business English. The mentioned educational program is for applicants for higher education in the field of translation who are studying in a bachelor’s degree program at Kyiv National University of Technologies and Design. Changes in the development of intercultural communicative competencies of students were recorded experimentally using diagnostic techniques. The research results are reflected in the educational program “The English language: translation in business communications” and designed on the principles of developing the intercultural communicative competence of future interpreters. It is created to train highly qualified specialists who can analyze, organize and conduct interlingual and intercultural business communication, plan and carry out successful complex translation projects, and act as intermediaries in the process of interlingual and intercultural communication of business partners

Віртуальна міні-лекція в дистанційному навчальному просторі

The COVID-19 pandemic has fundamentally affected all the spheres of human life, including education. Universities worldwide have established distance learning, which demanded combining and improving both traditional and innovative education forms. The article offers a comprehensive analysis of pre-recorded mini-lectures in the educational space of distance learningfor different scientific-educational Internet projects (Coursera, PostNauka, Udacity, edX LinguaLeo, EdEra, etc.). Mini-lectures are complete pieces of speech limited in time and accessible to multiple reproductions; that is why they are quite a representative material for the research of the generation of cognitive processes and perception of a verbal educational message in asynchronous online learning. The significant results of the study include: the definition of invariable characteristics of virtual mini-lectures (distance, virtuality, mediation, situational incorrigibility, multimodality), defining cognitive strategies of the speaker and the listener in an asynchronous lecture interaction, finding the points of contact (motivation and interest in transferring and receiving information) between them. The article also describes the linguistic features of virtual mini-lecture. These conclusions can find practical application in the development of methodology for the distance teaching of linguistic disciplines