eremin_marketingovye_issledovaniya_konkuren
.pdf!" #$% & ' ( ) * % !" ( %+
« »
. . , . .
:
- ,! 080111 – "
!" ,-( ) !% . %#-( % %
2009
339.138(075.8)9(2)212.4 73
70
. .
70 : : -/ . . , .!. ! ; "-. – : #- ", 2009. – 200 .
ISBN 978-5-98298-538-5
$% & '" $ *+ '". 6 , *+ & < =&& - . $ , -& ' ", - ' .
> - " ,*+ " ' < « " , », « », «$ ' », «? ()».
339.138(075.8)9(2)212.4 73
= " , & @>
..
= " , ' >
. .
ISBN 978-5-98298-538-5 |
© @6 >6 « " |
|
», 2009 |
|
© . ., ! .!., 2009 |
|
© 6& # < |
|
" , 2009 |
|
2 |
|
|
................................................................................................... |
4 |
1. |
|
..................................................... |
7 |
1.1. 6 ' .................................. |
7 |
1.2. A ' ' ............ |
13 |
1.3. # ' ...... |
16 |
1.4. + ... |
23 |
.......................................................................................................... |
31 |
........................................................................ |
33 |
............................................................................................................. |
34 |
2. ! |
|
"............................................................. |
37 |
2.1.# ...37
2.2.< -
....................................................................................... |
.41 |
2.3. .................. |
47 |
2.4. # & ' ".......... |
58 |
2.5. 6 ............................ |
68 |
.......................................................................................................... |
88 |
........................................................................ |
92 |
............................................................................................................. |
93 |
3. " ....................... |
95 |
3.1. D < .................................................................... |
95 |
3.2. ? + .................................... |
95 |
3.3. ' < |
|
................................................................................................. |
164 |
3.4. E - |
|
................................................................................................ |
168 |
........................................................................................................ |
182 |
...................................................................... |
186 |
........................................................................................................... |
188 |
! .................................................................................... |
190 |
@ .................................................................................................... |
194 |
> $ 1. F ................ |
199 |
> $ 2. * .......................................... |
201 |
3
#
-" . $- % < , . . - " " = < ( $ " -< )$ & < .
G * < ' & "& ' , " + =&&-" H =- .
D < – <, +<* -$ < + , - *+ & < * ' *, < «- », .
, *+ :
& ' ' , , +, - ' & = - + ' < ;
" ( ' " " ' , H, < < -, ' " ,
|
& ' , ); |
|
' & + ( '- |
, = + , < & ).
<% " *+ " H * ' * & , *+ < . # H ' H<* " % + $< =&- & , , + ' , = % < $ ' .$ ' , *+ -+ < , - " % , " -
4
+ *+ " < ".
$ *, < -
$ " " + ,
= ,$ < + = .
# , + $ $ < <" % . J " < -% & . > * , = " % . " + - , & « % ». J$$ < + , < .
6 = % $ < -, *+ ,. < " " < < . J <$" , < ' < ,$ , < < -= . J $ " "< < * ,.
=&& "-< + ' % , $ -+ . 6 $ <" ,* < < -, = $" , *- + *+ < -% =&& <.
6 -+ ( ) ,* %< < + *+ " , + -( *$ ,) %< " . " -+ ,< $ , %$. > = '-% < -
5
* , < ' & ' , ' & ( , * - ), < < < & - ' , % " " - .
% , -< , $ < < -' , <$ ' .
K * , $ < -" ", , & ' " " ", " " $ , , -= , ".
6
1.
1.1. $% & '% * +% +, / #&
' – * " % . >- "$ « ' » " conkurrentia concurre – « < », , <$ % " < - + . ( . concurriens) – « *+ ». + + $ « ' », " $.
– = & -
|
[1]. ? < <, $ |
|
< |
* " & " ' |
, $ - |
" $ |
' [2]. # |
' * * ' *, + < < " < ,* , *+ " $$ < = [3].
!= ' – =-' , < ' -+ ' ' , $ <-+ / -.
!' <-< < , - *+ < < ': «> ' – = "-
, – " , – " » [4].
# , ' < & -H $ , & " " . # <& < . <& , < % * $ < * ' *. " " -", , % $ & - , *+ * ' *, * <% - "$ , ' *. $, - , * < & G , <-
7
% *+ " A < -.
G ' < " ". > = " , -
* & , < ,
" " , ", ' & " %.
6 ' ' – – = ' ,', & , , *+ $ - " ' , < $ , , -< $ . ! * $ *+ & ,$ -& ' & . – = H( ), -* & , +- , , & < -< ( . 1.1).
|
% ' |
|
|
%$* 6 + |
|
+ * :% & |
*& |
|
% +, *& |
'%$# + |
|
|
|
|
|
|
% * + * & , # * % |
|
. 1.1. ! !
$ < *+ : *+ *-& , *+ <* *+ * & -< * % . > & < " # - < , " " , -& .
– = " " <' . ? & ,*+ ' ' .
= *+ " & , - < " , , & -$ , < . L <% < & * ,
8
* , .< & < $' , & $ - * < .
> « $ » * -< " & . > < < – -< * < , < - $" . J " <, -.
' " & ", ,, $ < *+ -' ( . 1.1).
% 1.1
% &
* ; |
|
# +% +, / |
||
|
|
|
|
|
& |
|
& ' < |
|
|
|
|
|
||
|
|
|
|
|
|
|
< |
|
|
|
|
|
|
|
% |
|
|
|
|
|
$ |
|
||
|
|
|||
|
' < |
|
||
|
|
< |
|
|
" |
|
|
|
|
|
|
|
||
|
|
|||
= < " |
|
|
|
|
|
|
|
|
|
|
|
' |
|
|
|
' |
|
||
|
|
|||
|
|
% |
|
|
|
% |
|
||
|
|
|||
|
|
< |
|
|
< |
|
|
|
|
|
$ H |
' |
||
|
||||
|
|
$ H |
' |
' & * *+ ' :
& ' < ' – " - * , *+ " * < ( ,< < < -
9
: < < * % , - < < );
' – , -
*+ " - $ ( ,< % * , " );
' – ", *- + " " , - = * $& ( ,< % & «Zanussi», «Bosch», «Beko», «Indesit» -* & ' < ).
' # ' $ <:
< ( < «' » – < % - $ -);
( <' - );
( < -<% " );
$ ( " -* ' " -<% " );
' < ( " <');
< ( < , " " H= " ).
' ( " ! ' * $
< *+ :
* ( * %
' , $ ', , - -$ $ , " < -$ J G . .);
* ( – = - % % $, ' , <-$ , % $ -, , " ' <* * ,& , " + ' , - % ' <** & , ",$ & ' , & $ , %, .).
10