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Y'Ie6HO-MeTOJU-f'lecKoe nocofiae npeD.Ha3Ha4:eHO llJIll CTY)leHTOB " npenoaaaarenea 3KOHOMI1'1eCKoro ¢taKYJlbTeTa MrY UM. M.B. )10MoHocOBa, a raicse JlJIfI CTY)leHTOB H npenonasarenea 3KOHOMI1'1eCKHX <paKYJlhTeTOB YAHsePCHTeTOB II 3KOHOMU4:eCKHX BY30S, S KOTOPhlX npenOAalOTC5I KYPCbI no TeOPI1H M 3KOHOMMKe orpacnea " pblHKOB.

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T! Memoou npoeeoenun 3aHJlmuii: JJeI(J.fUU (32 uaca} U ceuunapi: (32 uaca) Ilpenycaarpasaercs cauocrosrensnaa paoora crynearos B passrepe 64 '1aCOB.

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• npOMe»<yTO'lHblil KOHTPOJlb: TeCT wrnm: KOHTpOJlbHM paeora: CaMOCTOlITeJlbHall paoora IIJII-I pepepar no O~HOM 1-13 npeanoxenaux rea:

• arorossra KOlrrpOJlb: I1I-1CbMeHHblA I-IJlI-I YCTHbli1: 3K33MeH (B03MOJKHO ycruoe cofiecenoaanne no I-ITOraM I1I1CbMeHHoi1: pa6OTbI).

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Hrorosas OL{eHKa aucraanserca ua OCHOBe oeurero pearasra no 6aJI.JIaM B 3aBHCI-IMOCTM OT Ha6paHHoR CYMMhI6a.JlJ10B.

3

6. IlIepep <l>.M., Pocc .n. Crpyxrypa OTpaCJleBhIX PMHKOB I Ilep. c aarn. M.:

MH<l>PA-M, 1997.

7. Carlton D.W., Perloff J.M. Modern Industrial Organization. Theory and Practice. 3d ed. USA: Addison-Wesley Longman Inc., 2000.

8. Clarke R.lndustrial Economics, Great Britain: Blackwell Publishers, 1993.

9. Ferguson P.R., Ferguson G.J. Industrial Economics. Issues and Perspectives.

2d ed. Great Britain: The MacMillan Press LTD, 1994. -0'

lD. Jacobson D., Andreosso-O'Callagan B. Industrial Economics and Organization. A European Perspective. London: McGraw-Hill Publishing Company, 1996.

It. Waldman D.E., Jensen E.J. Industrial Organization. Theory and Practice.

,USA: Addison-Wesley Longman Inc., 1998. ,.

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nOHSlTIDI orpacna, phlHKa, crpacneaoro puaxa. PWHKH H PhlHO'iHhle CTpyKTYPbl B TeOp1-l11 11 na npaxraxe. npH3HaKI1 H Kpl1TepHH KJlaCcHt(n-fKaUI1H. MllKP03KOHOMl-f'JeCKHe OCHOBh! aaanma oTpaCJIeH H phIHKOB. MOlleJI" MOHonoJIllll H coaepuieuaon KOHKypeHUHll. MHlleKc OLleHKH PMHO'iHOH MaCHI Jlepaepa. OCHOBHbIe n0J10IKeHIDI 11 nOHJITH.!I TeOp111I nsnepxe«. COOTHOllIeHI1S1 MelKllY cOBoKynHhIMH, cpenmraa 11 nperrelIhHhIMII H3rrep)l(KaMII. A6coJ1IOTHoe H OTHOCHTelIhHOe npenaytnecrao B H3llep)l(Kax. Omasa OT MacllITa6a, 3KOHOMIDI aa MaCllITa6e npOI13Bo)),CTBa, MIIHIIMaJJhHMt!: 3t(lIlleKTIlBHhIA MacllITa6 npOII3BO))'CTsa. 3KOHOMI-UI OT pa3Ho06pa3l-U1.

JaoanUH u ynpa;HCH€nUH

1. PblHO'lHhIH cnpoc Q aa TOBap otpaclIII onHChIBaeTC5I q.YHKuIIeA: p = 100- - Q, rne p - ueaa np ony KUIIH. <l>YHKUHJI coaoxymn-rx asnepxes JUo6011 q.UPMhI llet!:cTByroUJ;eit: na phIHKe IIMeeT BHll: TC = 10Q. rne Q; - 06beM npoH3BO,lJ;CTBa i-t!: q.HPMhI.

Hai1.IU-lTe paauoaecayio ueay, paBHoBecHhIH o6beM npozsaoncraa OTpaCJIH B UeJJOM H npH6hIlIh ornensnoa q.HPMbI na pMHKe B YCJ10BlI5IX MOHonomUl, coBepweHHoH KOHxypeHUIIH II MOHOnOJ1HCTH'leCKoA KOHKypeHUHH B llOJ1fOCPO'lHOM nepHo)),e .

2. COBoKynHhIA 1l0XO)), q.HPMbI B 3aBIICHMOCTH OT 06beMa esmycsa onacsrBaeTC" q.opMyJIoA:

TR = 180q - 2l.

B YC.DOBIDIX PblHO'lHOrO pasaoaecns npenensuue H311ep'lKKH q.HpMbI coCTaBHJ11I 20 q.paHKoB npH ueae npOllYKLlHH pasaort 100 q.PaHKaM. Ilpa )TOM q.HpMa nOJIyqWla npIl6hlJlh B pa3Mepe 3 000 IPpaHKoB.

Ilocrapanrecs oueanrs, B YCJIOBHSlX KaI<oiI PhIHOqHOit: CTpyKT)'phI llel1cTsosana IPlIpMa.

3. <l>HpMa, neiicrayroutas na phIHKe cnraper, MaKcIIMH3HpyeT npH6bI1Ih, nponasas TOBap no uene 8 000 py61IeiI aa 6JIOK. no oueaxaa MeHe,lJ;)l(epOB KOMnaHIUI PblHO'lHbIH cnpoc aa I1X MapKy cnraper TaKOS, 'ITO nplI nOShIIIIeHH" ueHbI no 12 000 py6JIeH sa 61IOK 06beM npoaax ynaner B 5 pas. OueHHTe PhIHO'iH)'K> BJIaCTh q.HPMbL

4. Ilpoaaanasapyrrre HaJJII'IHe a6C0J1IOTHoro H OTHOCHTeJIhHoro npelIMyurecrsa B 1I3nep)l(KaX y Ka)KnOH H3 llByX pa6oTaIOUJ;IIX na phIHKe q.lIpM, ecnn IfX COBoKYIIHble H3llep)l(KH 3al{aHbl B BH.ue cJ1e,lJ;YK>UJ;lIx q.YHKUlIiI:

7

", l)TCI=320ql+_!_q~, TC2=320q2+30q;. 6

•. " 2) TCI= 500 + 160ql + 2(ql)2, TC2= 2000+ 4Oq2 + 2(q2)2. '\~f' 3) TCI = 0,06(q[)2, TC2 = 0,5(q2)2 + 2q2'

4) TCI = 12ql + 60, TC2 = Q,25(q2)2 + 7.

5) TCI = 1,5(%)2 + 1, TC2 = 8q2 + 9.

ffl 6) TCI = 8000+ 60ql + (q, i, TC2 = 4000+ 120q2 + (q2)2.

\" 7) TCI=3ql+1O, TC2=2q2+15. '~'t

8) TCI =(ql)2+5, TC2 =(q2)2+10.

9) TCI = 6q1 + 5, Te2 = 0,5(q2)2 + 1.

):{JHI 06ocHoBaHIDI OTBeTa asrnaumre q.YHKUHH Cpe,[l;HHX H npenensasrx H3,[1;eplKeK JlJlJl Ka)K)loJ:!: qmpMbI H H306pa:mTe rpaq.HKH YKa3aHHbIX cpYHKlUfll aa

On:HOM 'IepTe)l(e)I;HJI KalK)loA napbl 4>HpM. '., .j ;'

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. 5. Flyers coaoxynaue H3,n:eplKKH IJIHpMbI MO)KHO onacars 4>YHKQllei1::

T~ = {0,1(q3 -16l + 64q) + 4q,O:S; q:S; 8, 4q,q ~ 8

rile q - 06'beM npOH3BO)l;CTBa npO)lYKQH" 4mpMbI.

1) BbtnHWHTe q.YHKUmo Cpe)l;HHX H3)leplKeK cpHpMbI;

2) esinaunrre q.YHKUI1lO npenensnsrx H3)leplKeK 4>HpMbI;

3) l.J306pa3HTe q.YHKUHH cpennux H npenensusrx H3)l;eplKeK na rparpaxe, Ouearrre COOTHoweHHe Me)KlIY Hl1Ml1;

4) HaA)),HTe MIIHHMaJ1bHbli1: )4141eKTHBHbIA yposeus npOH3BO,[l;CTBa H noseHlITe caryaumo C ornaxeii OT MacwTa6a rrpOH3BO)l;CTBa 4lHPMbI.

6. 33)l;aHHe aa HCCneil:OBaHHe H3)lepll'reK 1I MHHHMaHbHOro )cpq.eKTHBHoro YPOBHJl rrpOH3BO,lJ,CTBa rrpH MOHorronbHoi1: opraHH3aUHH orpacnesoro npouasonCTBa:

6.1. PYKOBOllCTBO qmpMbl Bbl6lfpaeT cxevy OpraHH3aQIHf npoasaoncraa.

Cnpoc aa rrpO,lJ,YKUIllO 4llfpMbl onacsraaerca cneJzylOlUeli 4>YHKuHeli: p = 8600 - q, rue p - ueaa e,nIfHHQbI TOBapa, q - o6beM npeanoxeaas rosapa. 3H<UI q.YHKwoo cnpoca, 4lHpMa MOlKeT pacuIHpHTb npOH3BO.1l.CTBO, npHBHeKaJI HOBblX norpeonrenett npollYKUHH sa C'IeT 60nee HH3KOi1: ueau.

Ilepaoaasam.ao 4>HpMa aananuna ueHTpa11lBOBaHHoe npOH3BO.1l.CTBO npoJzyKUHIf, TO ecrs paoorana NaK MOHononHCT aa O,nHOM npe,lJ,npIUITHH, (!)YHKUIDI COBOKYIlHbIX H3,lJ,eplKeK q.HpMbI HMeHa BH)l;:

8

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TC = 810000 + 500q + 4l.

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CMOlKeT nH q.HpMa nOBblCHTb 3q.<peKTHBHOCTb npOH3BOllCTBa, B qaCTHOCTH, YBemf'IItTb npH6b1Hb OT npoaseoncrna H peamnauan npOllYKll,HH, npu opraun- 3aUHH npOH3BO,lJ,CTBa aa HeCKOHbKHX npennpnarnax? Ecnu - na. TO aa CKonbKHX npe}J;npIDITIDIX? Ilpa KaKOM YCllOBitH cxeua OpraHH3aUHH npOH3BO)l;CTBa na HeCKonbKHX rrpennpaamsx 6YlleT HaH60nee )<p<peKTHBHoii? Orser 060CHOBaTb.

Ilpn ocyurecranemm pacneroa MOiKHO COrnaClITbCJt C MHeHHeM MeHe,ll)Ke, pOB q.HpMbI, 'ITO npn rtepexone K npOH3BO.1l.CTBY npon;yKUHH na HeCKonbKHX npellnpIDITHJtx 4>YHKlIIDI cosoxynasrx 1f3}J;epiKeK q.HPMbl He H3MeHHTCJI.

6.2.113MeHJtTcJI nH OTBeTbi ua nocraaneaasre sonpocu (ecna H3MeHJtTCJt, TO KaK?), ecrm cnpoc aa npO.1l.YKlIHKl qmpMbI 6Y)l;eT onacsraarsca q.YHKlIHeA: p = 5000 - q, a <PYHKl_JIDI COBOKYOHblX H3)l;epiKeK npOH3Bo.nCTBa qmpMbl OCTaHeTCJt 6e3 H3MeHeHUlI?

6.3. OUeHHTe cHTyaUHKl, ecna npa rex iKe COBOKYTIHI>lX H3,lJ,epiKKaX npOH3- BOllCTBa $YHKUWI cnpoca na OpO.l1YKUIDO q.HPMbI 6y.neT onacsraarscs <PYHKUHell: p = 3500 - q.

Cnenaare rpa<pU'IecKYIO unmocrpaumo perneHUlI MO)l;eneA .!lJIJI acex cny'l3eB (6.1)-(6.3).

B npollecce asmorraeaas 31l)laHHfi 5 H 6 acnonssyare MarepHan npanoxeHUll I.

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31WHOMHH na MaClIITa6e, pe3YJlbTaTHBHOCTb H CTpYKTYpa OTpaCJ1eBbiX PblHKOB ,

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OTPacnH. HanH'IHe )KOHOMHH aa MaclllTa6e npOH3BO.QCTBa 3aBHCHT OT roro, KaK H3MeHJtIOTCJt cpenaae I H311epiKKH $HpMbl npn YBenlf'IeHHH 06beMOB npOH3BOllCTBa nponyxunn. Ecnn cpenuae H311epiKKI1 y6blBalOT C POCTOM 06beMOB sunycxa npOn;yKUHH, TO q.HpMa patioraer C B03pacTaIOlUei1 OTlla'leii OT MaClllTa60B npOH3BolIcTBa HHH HMeeT )KOHOMInO OT MaClllTa6a OPOH3BOllcTBa.

B03paCTaHHe, y6bIBaHHe HHH He1l3MeHHOCTb Cpe)lHHX H3)l;ep)l(eK B 3aBHCHMOCTH OT YBeHH'leHHJt o6beMOB ssrrrycxa nponyxuaa onpenenaerca C Y'leTOM roro, aa CKOJlbKHX npe)l;IlpHJITHJtx sstrrycxaerca nponyxuas <pHpMbI. B '1aCTHOCTH, ecnn <pHpMa "MeeT )KOHOMmo aa MaCIUTa6e npOH3BO)lCTBa npn mo60M yposne esmycxa npO)lYKUlIlI, TO Half6011ee 34>cpeKTHBHOll cnenyer C'IHTaTh CH-

! J.ht eJOTCJI B BHllY cpeanue COBOkY nnue, T. e. kak cpemere nepeMeHtlMe, TW< H cpenaae nocroanaue H311eplKKH ¢lHPM sr.

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T}'aU,IUO, xorna TOJIhKO oasa 4)HpMa ofecrre-nmaer BeCI. cnpoc aa rrpOlIyKUmo )1,aHHOii OTpaCJIH. B :nOM cnysae TeXHOJIOrWI II lf3)1,ep)l(KH npOH3BO.uCTBa C O'IeBII.uHOCTbIO npenonpenenmor CTPYKTYPY OTPaCJIeBoro pbIHKa, a llMeHHO, ecreCTBeHHYlO MOHOnOJIHlO. Cnenyer 3aMeTIITb, 'ITO npII 3TOM H3JIep)l(KII rrpOll3BOJICTBa nOHllMalOTC1l B llIHpOKOM CMbfCJIe II BKJIlO'IaIOT rpancnoprnsre pacxonu, TPaHcaKUIIOHHhle lf3.uepIKKH, 1I3JIep)l(KH aa opraaaaauaio ynpaeneans npOH3- BO.n:CTBOM H npyrne COCTaBJIlilOUI.Ue.

CTPeMJIeHHe 4mpMbi nony-nrn, 3KOHOMIDO ua MacllITa6e npOII3BOJICTBa 06ycJIoBJIeHO MHOrHMH npH'lHH3MH. Hanpusrep, H3.nep)l(KH na OpraHlI3aL{HlO npOH3Bo.nCTBa, B TOM IfHCJIe aa HaJIaJIO'IHble paoorst, B aexoropsrx OTpaCJI.!IX He I13MeH.!llOTC.!I B 3aBIICllMOCTII OT o6beM3 BbmYCKa npo.uyKuHH. 3TO oaaanaer. qTO cpenaae II3.1l:eP)l(KII 6yJIYT YMeHhIllaTbC.!I C YBeJ1l1IfeHUeM 06beMOB BbmYCKa npOJIyKUlIlI, II qlllpMa nonymrr 3KOHOMlIlO ua MaCIlITa6e npOlf3BO}l,CTBa. Ellie OAHa npnxaaa CBJl3aHa C 06eCne'IeHIIeM 3KOHOMHII OT MaCIlITa6a npornaoncraa sa C'IeT cnenaamnaunu TPy.nOBhlX pecypcoa q,HpMbJ. C npyroii CTOPOHhl, 3KOHOMlI.!I na MaCllITa6e npa npOH3BO,llCTBe HeCKOJIbKHX npOJzyKTOB na OJIHOIt TeXaonorrmecxof JUlHHlI nOJlBJ1l1eTC.!I HMeHHO npn paCIlIlIpeHlI1I MaCWTa60B npOH3- BO.ll:CTBa sa cser nycKa JIonOJIHlITeJIhHhlX J1HRHit, Ka)l(.Il:a.!l H3 KOTOPhlX CneUUaJIlI- 3HpyeTc.!I aa npOII3BO,llCTBe KOHKpeTHoro nponyxra.

B TeopeTlIIfeCKIIX pa3pa60TK3X npllHJlTO C'IIITaTb, 'ITO 3!COHOMll.!I aa MacIlITa6e cyuiecrsyer, eCJlH npenensaue II3.uep)l(KH HII)l(e cpeJIHIIX, a namrme 3KOHOMHH aa MaCIlITa6e oueHIIBaeTC.!I B 3aBliCHMOCTH OT COOTHOWeHHJI MelK.ay cpe.uHHMH U npe.ueJIhHbiMU II3JIep)l(KaMH. Ilpeaensusie lI3.nep)l(KII qaCTO TPYJlHO oueHHTb np" 3H3JlH3e pafiors, IPHpMbl B npaxrnxe 1PYHKUI10HlIpOBaHH.!! orpacnen II PbIHKOB. B 3TOM cnysae 3KOHOMH.!I aa MaCllITa6e onpeJIeJIlIeTC.!I no sany KPHBOH cpenanx innepxex, KOTOPyro MO)l(HO nOCTpOIITb C novounao CTaTlICTH'IeCKHX MeTO.uOB 3KOHOMH'leCKoro auanasa. Ilpn 3TOM cyrnecrseaaoe aaa-renne "MeeT BllJI KPHBott Cpe)(HUX H3}1,ep)f(eK.

Ilpn ouenxe snna KPlIBOH nonrocponaux Cpe.D.HUX 1I3JIep)l(eK ocoooe BHHMaHlIe YD.eJIlIeTC.!I MIIHIIMaJ]bHOMy 3q,weKTlIBHOMY MacIlITa6y npOIl3BO.!l.CTBa. HMeeTC.!I B sany HalIMeHbIllIIH 06beM surrycxa. npH KOroPOM qllIpMa cnocotina paeorers npu MHHHMyMe CpeJIHfiX Hl..!IepiKeK. Paaxep MIIHHMaJIbHOro 3q,if!eKTHBHOro MaCIlITa6a npOH1BOJICTBa, a TaIOKe ero COOTHOllleHHe C pasuepaaa OTpacnesoro puasa B ueJIOM, HMeK)T salKHoe 3Ha'IeHHe npli onpeneneanu orrruMaJIhHOii CTpyKrypbl puaxa, a 3Ha'IlIT, BJ1mnOT aa pe3YJlbTaTlIBHOCTb ero q,YHKUHOHHpOBaHI1.fI.

Pe3YJIhTaTbi reoperasecxoro aHaJI113a 3Ha'IllMOCTH MHHlIMaJIbHOrO 3$q,eKTl1BHOrO MaCIlITa6a np0I13Bo.nCTBa D.JIff opraH1I33lU1H pa60ThI q,HpMbI, B 'IaCTHOCTII, nOKa3h1BaIOT, 'ITO, pacnpenenxa npOII1Bon:CTBO Me)K.!I.Y HeCKOJIhKlIM 3aBO)(aMll, KaiK.uf.lll H3 KOTOPblX paooraer aa yposae MIIHllMaJIbHOro 3<jl1PeKTHBHoro MacIlIT36a npOH3BOJ(cTBa, $npMa MOiKeT B HeCKOJIbKO pa3 yaernonrrs 06beM nony-raeuon np116b1J1H no cpaaaemuo C caryauneii, xorna npOH3BOJICTBO 6Y!leT OpraHlt30BaHO aa OJ(HOM 3aBOJIe.

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Hosue HanpaBJIeHIIJI HCCJleJl:OBaHIIi1 B COBpeMeHHoi1 3KOHOMHKe orpacneBI.IX PI.IHKOB. POJII. 3KOHOMIIKO-MaTeMaTH'leCKHX MeTOJl:OB H MOllenei1 B PIl3BHTnH reopeTHKO-lITpOBOro nozixona B coapeueuaoit TeOpHII 0TpaC1IeBI.IX pbIHKOB. TeopeTIlKO-HrpOBMe MeTOJl:h1 H MO.!leJIII KaK OCHOBa HOBOro MeTO.!lOnorlI'leCKOrO rtonxona Ii KaK $OPMaJII.Hldi1 IIHCTpYMeHT .Il1IJI aHIlJIH3a CTpaTerlI'leCI<HX B3aHMOlleJ.icTBltii $HpM sa pI.IHKe.

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12

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T. 1,2. l{. 1,2,3. M.: TEHC. 2002.

2. Bypoc A.D,. POJIb CHCTeMHoro nonxona npa aaamne orpacnen 1I Pl>lHKOB: onur J])UI POCCHH. I'nasa 12 (B paaaene VII - Poccnacxae orpacneasre pbIHKH: COCTOSlHHe H !,. nepcneicraau pasearua) B MOHOrpa(lnm «$OpMHpoBaJme poccliltCKOti MOlleJlH psiHO'lHOil )KOHOMItKH: npcraaopeuna It nepCneKTIIBl>I». Pen. K.A. Xy61teB. M.:

TEHC, 2003. l{, 1,

3. Iloprep M. Kouxypenuas. Cn6.; M.; KHeB: Ibll. 110M «BIIJlbJlMC», 2000.

4. THPOJIb)K. PWHKII H PbIHO'lHWl BJIaCTb: reopns oprauuaauaa npoauumeaaocru I Ilep, C aarn. Cn6.: 3KOHOMII'leCKaSl WKOJla, 2000. T, I. Ilpenxcnoaae peaaeropa nepeaona It Baeaeaae.

5. X)ti 11,., MOPPlic )1,. TeopHJI opraanaamnr npOMbllllJIeHHOCTH I Ilep, C anrn, Cflti.: 3KOHOMH'leCKIllI uixona, 1999. T. I. q. I. Baenemre. I'nasa 1.

6. Martin S. Advanced Industrial Economics. USA: Blackwell Publishers, 1999. P. 1-13.

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15

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16

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... ,,'_ ....... YmrnOOJ!eHbl 42 Jl.OnO!lHWre!l~Hble 6a30lIl>!eCTllHQIli!

• YoeilH'IeHlle pa311000pa1HJ! TapH$HW( nnaaoe

• UeHoIIWl KOHkypeHUHJlI1 KOHKypeHW1J1 II 06nllcrn.kll'leCTllll )-----1 .... Pa1paoonca 11 aaenpeaae HOIlNX IIMCOKO"reXHOiiOnl'lHblX yC_1yr (roJH)COBWI (I tlJakCIlMllilbHM nO'ITa. IlIl¢>ciplllWnomiQ-

v'----=-----Ipa3B.neKan!.TlbHble J<lIII3.iI.1iI,.Cakr II internet II.T.n.) .. ' ::.:: :

• Coaepureucreoaaiere CHCTeM YlJPall!leHfIli,QpraHU~auHH', '.,

IlHqrOPMlIQIlOHHOIi. 1l0MeplKKH ". . . '.'

• 0p"eHTIlUlU KOMnilHHK 1111 KOHKyJletlrnOCflOCo6HOCT~

,1, ... ,

Puc. 3. npHMble" o6paTHbie CBH3" M~y 6nOKaMH ua pblHKe COTOBOIl CBR3H B BOPOHelKCKOii o6JJacTH

17

Ha OCHOBaHUH IIH~OpMaltUU, npeJl:CTaBJIeHHOR B BbIWenpItBeJl:eHHOH erart,e, MO~HO YCTallOBUTb CJ1eJl:YlOmHe npSlMble H 06paTHble CBRlH MeiKIIY 6J10KaMH napaanrraur (CM. pac. 3):

1 - YCTaHoBKa 1I.0n0J1HHreJ1l.Horo coapeaenaoro 060pYJloBaHWI (42 6330- sue CT3HUHlI) n03B0J1l1na 05eCneQlITb YCTOi:PutBoe panaonoxpsrrae II xasecrBeHHYlO CB$l3b.

2 - He6oJ1bllloe 'IUCJ10 npOJlaBUOB yCJ1yr 0 nOCTOHHHO pacTy1UlIli cnpoc (K3K MOlKHO YBUlI.eTb 03 rpa(j>UKa) C03.!l.aeT YCJlOBWI KaK .lI.ITR axoaa aa PblHOK HOBLIX ~UpM, TaK H lI.n$l KOHKypeHTHbIX OTHOllleHHH MemllY q,YHKlJ.lIOHHPYIOllI.UMU aa pMHKe q,HpMaMH.

3 - He3HaQlITeJIbHOe pasaootipaaue ycnyr- COTOBOti: CBR3H H cepnnca napany co cYpeMJleHHeM 3aXBaTa 60JlbllleH aonn punxa (<<6u3Hec no npenocraaneamo yCJlyr COTOBOH CBR.3H < ... > npeapautaercs B 6UTBY 06'beMOB, 6HTBY sa nomo PbIHKa») 33CTaBJl.lleT I(OH((ypeHTOB naaepcndiaunposars csoa ycnyrn, C0311aBaTb HOBbtt! npollYKT, OTJlH'lHbli1 OT aH3JlOrOB 1(0 H KYpeHTOB , 'ITO B peayrn.rare UpHBOllIJT K lleJ:kTBIIRM qlHpM, aanpaaneansm aa p33Hoo6p33He Tllpmlmblx nnanos H cepBHCHbIX ycnyr.

4 - BXOli HOBbiX q,HPM H3 PblHOK (KaK npaaano, HOBMe q,HPMbl npaxonar aa ycneunnae pLIHKII), 3 raose ouesnnaue CllB((rH B ynysureana BHYYp((qHlpMeHHMX npoueccos 'tlYHKUHOHHpOBaHlI.II KOMnaHIIH (COBepweHCTBOBaH((e CHCreM ynpaBJleHWI, opraansauaa n IIH4)()pMaUIlOHHOil rtonnepxoca), C0311alOlUHe 6J1aronpWlTHblit IIHBeCHIUIlOHHblil J(JIHMaT, onpeaenmcr reanemuno B nocrynaTeJIbHOM pOCTe aKltHH (CTOIiMOCTH KOMnaHHA) npellnpH$lTHH COTOBOi1 CB$I3H.

5 - KOHKypeHUWI He pbIHKe (KaK YK33aHO B crarse II ueHOB3~1, H B ofinacrn ((a'leCTBa YCJIyr), supaareaaas COOTBeTCTBeHHO aKTlIBHbIMH lleikTBHHMI1 no sa)"IHO-TeXHOJIOI'H'leCKOMY P33BHTHIO, p33pa6OTKe 11 BHellpeHHIO HOBblX ycnyr (BKJIIO'I311 p33BJ1eKaTeJJbHble), m6KlIH ueaoson nonxon (pacumpeaae p33Ho06pa- 3l1.11 TapHq,HblX MaIlOB) npHBOn;lIT K YCTOfi'llIBOMY pOCTa nOYpe6lITeJJbCKOro CnpOC3 H3 pblHKe COTOBOi1: CB1I31I.

6 - OTCYTcTBlle fiapsepoa axona 110BbiX q,IIPM aa C'IeT llu(j>¢!epeHullauHu npollYKTa (XOT$( B crarse H He CKa3aHO, HO MOiKHO npeunonoxar», 'ITO onpeneneaasre BI11lbI 6apbepOB axona ace )Ke CYlUeCTBYIOT) B coseraaan C peaJIbHblMn yrp033M1I nO$lBJ1eHlIeM HOBbiX KOHKypeHTOB CTIIMYJ1HpyeT yme ~YHKUIiOHIIPYlOlUHe na pMHKe ~IIPMbl C03JlaBaTb TaKHe axonaue 6apbepbl, npe'll(lIe scero 33 C'IeT lUlq,~epeHUHaUIiIi nponysra II nyrev CH((iKeHII.II uea.

7 - ueHOBaH KOHKypeHulIH cnoC06CTBOBaJIa CHlIiKeH1I1O uea aa M06lIJlbHYlO CB1I3b na 20-30% (scero JlUWb aa ron).

8 - KOHKypeHUlIR B 06JIaCTH KalfeCTBa, lIeitcTBlI.II no p33pa60TKe ",HJlII BHMpeHHIO HOBbiX rexnonorna npHBeJiII K TeXH0J10rH'leCKOMY nporpeccy B 0YpacJlII.

9 - ysernoreaae paauooopaaas T3pH~HbIX M3HOB; cosepnrencraosaane CHCTeM ynpaanenaa, opraaasauan II IIH~opMaunoHHoll nOMepiKKII; paapaoor-

18

Ka II saenpeaue HOBblX BblCOKOTeXHOJlOrH'lHbIX ycnyr (ronocoaas II ¢!a((CIIMHJlbHaH no-rra, HH¢!opMaulIoHHO-pa3BJleK3TeJlbHble KaHaJIbI, canr B Hnrepaere II T.n.) ace 3TO npaseno K 3Ha'iliTe.llbHOMY p33Ho06pa3H1O OCHOBHblX II JlonOJIHHTeJlbHbIX ycnyr, cepnaca, YJlOBJleTBopeHHocTH norpeoarenea (( KJllIeHTOB.

10 - nosaneaae aonoro ycneumoro nanepa-uoaaropa aa pblHKe cTHMynHpyeT KOHKypeHTOB He OTCTaB3Tb B pa3BlITHlI CBOHX rexaonornn, q,OpMlIpOllaTb HOBbie TapH¢!Hble nnaasr, yn;epiK((B3Tb CBOlIX KJ1HeHTOB, npenHTCTByH saxaary pblHKa ¢!HpMOi1-JlfIAePOM.

11 - ace YK33aHHble nencraae no YllOBJleTBopeHmO nOYpe6HTeJlbCKHX sanpOCOB (onrnaansuoe COOTHOWeHlIe MeiKllY ueson H KaQeCTBOM) cnocofcrsoB3JlH JJ;3JlbHei1rueMY pocry QnCJla nonssoaarenen M06HJ1bHOi.f CBH3H.

12 - KOHKypeHTOcnoc06HoCTb COTOBOH CBH3H nepea 06bI'IHOH H nansnenWlIll poCT lflICJla n0J1b30SaTenel1 C0311alOT npellDocbllKY DJI.II axona HOBbiX q,npM na PbIHOK, 060CYp.llIOT KOHKypeHUHIO anyrpn oYpaCJlII.

13 - pa3BlITHe pbIHKa, noasnneuue Ka'leCTBa If P33H006pa3lIR ycnyr, CHlIiKeHHe ueu npUBOllHT K He3aMeHHMOCTH COTOBOi1 CBR3H B o6bllleHHoH iKII3HH, ee KOHKYpeHTOcnoc06HoCTlI nepen 06bI'IHOit rtposonnoti CBH3blO.

Pe310Me: B irrore, PbIHOK CTaJi <PYHKUlIoHHpOBaTb HaMHoro 3~q,eKTHBHee; B uenoss ero crpys'rypa HeCT36IIJIbHa (oKOH'laTeJlbHO PblHO(( He Cq,0PMlIpOB3H). B nacrosmee BpeMH OH JlBJlHeTCH OJlHronOJ1l1CTH'IeCKlIM (MaJIO q,UPM), 01lH3KO ecrs npennocunxn nns npespautenaa pbIHKa B MOHOIIOJlIlCTH'leCKYIO ((OHKypeHUHIO aa OCROBe lllIq,q,epeHUHaUHU nponyxra, soaxypeauuu B 06naCTlI npollBHiKeHH1I 6peHllOB II CO cTa6HJlbHO 4tYHKUIIOHIIPYIOWHMH KOMnaHWIMII.

1.2. CUCTeMUhlit noaxon K auanasy psnnca P01UUQHOit TOprOBJ1H 6bITOBOit TeXHHKoii H 3J1eKTpOItHKoit

Pa60TY BbIDOJlHHJla crynenrxa 3KOHOMH'leCKOrO q,aKYJIbTeTa MrY tIepHeHKO H311eiKlIa sa OCHOBe CTllTbU E.BIIHorpaliOBOfi «OT 6epe30K K rnnepuapKeTaM), ( «BellOMOCTH tf.l0PYM», )].eKa6pb 2004, CTp. 4).

EaJOBhlt yCJJOBHJI
Co CTOpOUhI eupora Co CTOPOHhI npU.J10:tttHHR
HWlu'lue m06apoo-JaMeHUmeJIeU TeXHO!102UR
KOHKypeHUHJI. B OCHOBHOM. MeJK.IlY MO,lleJlHM 11 , H apaficrameae -reXHOJIO rim npollaJK, JlOTHCTII-
MapKaMH HMnOpTHofi -reXHHKH. K". peKllaMW.
KOHKypeHWlR Me*.!ly roproauan CeTllMH, nesa- Cupse u MamepU<liIbl - OCHOIIHOft pecypc:
BnCHMblMH MannHH3MIl H lIpMaplGlMIl 6b1toBOA nOMe~eHnJl. roproeua nepCOHIUl B Mara3H~ax
TeXHllKH H ::lJIeKTPO~IlKH. .' ' ;/~fl/!-_' :,.~ Cpox clly:ilC6l:>l npooysuuu-: JUlJITeJlbHblH
Pasuetqenue mOp20f!.11U - KPY"\lble 'roproeue
)(lm(J.tftlKa cnpoca .~ .• ~ -, : uetrrpu U.II H omens H we Mara3" 111>1. y 1106H ue
nOCTeileHllblli C,lU!Ilr cnpoca B CTOpOHY nyrn nOllbe:J113, 60Jlb uias napKOll K3
Gonee xa ~ ecrse H HOIl: -reXHHKIl H TeXH HK 11. C03- Macw.ma6", mopz06JIU - Kpynllble Mara3HHbl
.QaHHoH aa Ga3e tlOBWX TeXHOJlOfllH (nllo~a.ablO (IT 3000 KII. M) 19

Crpytrrypa phll'~

Jleaeneuae 4mpllt HI phlHKt

roeYliapnEltHHaH HOJIHTHlCa

I.jHCJ10 npoziaauoe H noxynarenen Ilponaauu - orpaxa-reauoe '1HCJlO (OCHOBHble - «MHP"., «M.BH,lleo», «TeXHOCHJla», <~Jlb,llOPMO»)

Ilosynarena - O'leHb MHOfQ (OTlI.eIlbHble ,1l01lt0Xo3MicllIa)

PblIIO'lllaJI KOlll1611mpaljWl - OTHOCf1TeJ[bHO BblCOKa (MaJloe kOJlH'IeCTIIO np0,1laBUOB) 5apl>ePbl aIm exooa HOGblX <jJUPM - 3Ha'lH· rensaae (tle06XOJl(fMOCTI> ltOlly'Ietm!!. «XO· POWHX» TOPWBblX nnouraaea, BblCOKHe aarparu Ha CKJ1allCKIle noeretuenaa, noruCTH KY H peKJlallt Y)

JJu<jJ<jJepeH1;uaIjU1I npooyxmoe « .IlOCTaTO'lHO OJlHOPOllHaJl npOil)'KUHH (Be3m: nponaior ltpHlltepHO OJUlllaKOBhle MOJleJlH H Map''"), .IlllcJKllepeHUHaUItll, ckopee, .Il0n0J1HIlTeJlbHhiX YCIIyr (n porpaM lit hI C KIl,1l0K 11 6oH)'CO 8, 1l0CT1lIIKa roeapa, 06cIl}'lKHBalille H np.)

Pe3)'Ju" TaTHBHOCTb ~yHkUlloHHpOBaHHR pblHlea

81ol6op npooyxma U peKlla· PWIO~HW1 uena - HeT !.fa - MIKCHMaJJhHO B03- HH4JopMaUHIl 0 COOT· MO)f(Hbli'i aCCOPTIlMeHT, HoweHHH ueHI>I II cpenaKTIlBHaJl pexnaua «UU3· Hill( H3Jlep)f(eK.

KHX ueu-, JlOnOJ1HHTeIlb· Kauecmso yczy.m - nux CKHllOK H np. esrcoxoe (HaJJJlI-IHe 06y· UellO06paJ060llue - BhlCQ- '1eHHhTX 11 pO.llaBUOB· xa .Il0J1R HaueHKH 113-3a KOHCplbTaHTOB, CHCle· nocpenauxoa (OT 80% 110 ilia .Il0CTaBKH TOBapa) 300%) Texuuuecxuu npo2pecc - Kanuma~08nOJlCeHWI - no· Ka'leCTDeHHbIX pOCT HCK «XOpOlllHX» TOproBblx TeXHOIlOrnn TOPf08J1H, nnouianen JlBHlKeHHe K 3anMHblM Taxmuxa 6 06,Qocmu npa· CTaHJllPTailt 06CII}'lKH- 606t>lX HOpM - nOnbITKH BaHH!!. noeynarenea BIlII!tTb HB. TaMO)f(ellllOe

pery JlHpOB aane

OCII0611011 npoosessa - TaMOlKeHHoe perYJ1HpOBaHHe 5500 IIMOIt 6b1T050tl: TeXHHKII, CIIOlKHa!t n poueaypa asoaa TOaapa, 6opJ,OO C «cepI>IMH» cxeaaaa

Ilpassepsr npSlMbix H 06paTHblX CBsneR oa30Bble YCJTOBlUl - CmYKTVPa:

np.llMble CBH3H.

90-e rr. no aacrosuree BpeMII - 1I0CTOllHHO pacryunrrt cnpoc na 6h1TOBYJO TeXHItKY It 3J1eKTpOHHKY (cnan B 1998 r., HO 3aTeM BOCCTaHOBJTeHUe H ewe 60- nee 6blCTPblH pOCT). CJle,UCTBHe - YKpynHeHHe $opMaTOB ToprOBblX MOWa,Uen, pacurupeaae accoprmreara, yeermxeane roprossrx ceren, BblTeCHeHUe MeJlKHX npo,UaBUOB, CHH)I(eHHe '-I"CJla $UpM OpH o,UHoBpeMeHHoM pOCTe phlHKa => yaeJlH'-Ie"He KOHueHTpaUHH.

CmYKrypa - nOBelleHHe:

Ilpasrste CBH3H.

YBeJllfIleHHe KOHUeHTpauHl-f - 60Jlee )l(eCTKaJl 60Pb6a aa norpefiarens:

-7 YBeJlU'-IeHHe B accopraxeare ,UOJTH BblCOKOTeXHOJlOrH'-IHh1X TOBapOB (nporpauuapyeaas 6hlTOBaJi rexnaxa, TeJleBU30pbl C 11JJ0CKI-fM 3KpaHOM, DVD-nJleHepbl, Wi$pOBble $OTOannapaTbl H BIUJ:eOKaMepbl H r.rr.):

-7- POCT pacxonos aa peKJIaMY, aKUeHT H3 HU1KHe UeHbI, nononuarexsaue CKHJ1KH, 60nyCbI, xapru KJlUeHTa H np.;

-7- 1I0BhlIlleHHe xa-recrsa 06CJlY)I(HBaHHH;

-7- nO.llBJIeHHe nporpaMM KpeD.HTOSaHHJI." ~':

20

06paTHbIe CBlI'3H.

Tpe60BaHHe 3HatllrtenblibIX paCX0J10B aa peKJIaM)', a Tame Heo6X0)1HMOCTb nOHCKa H COlIep)l(3HIDI xanecraeaasrx TOproBbIX nJIOWMeA (pa3Mep OT 3000 KB. M, 6mnocn. K O)l(HBJTeHHbIM MarucrpaJI.IIM, y,n06Hble nyru n0J1be3,Ua, HaJIH'me lIapKOBKH), YCJTO)l(HJlIOT BXO,U na PhIHOK, '-ITO nonnepsoraaer J10CTaTO'-IHO BblCOKl-dt yposeas KOHueHTpaUHH. nOCKOJIbKY nporpaMMhl xpenaroaanas nocrynasr TOJIb((0 KpynHhIM orteparopau pblHKa (6aHK-KpeJ1ltTOp BpH,l1 JIH 6Y,UeT corpymnorars C MeJIKHM, MaJIOl-l3BeCTHbIM nponanuou), 3TO 3arpYJ1ID£e-r B03MO)l(HOCTb pa3BHTWI He60JIbIlII-IX Mara3I-fHOB I-f nepesona HX B $opMaT xpynasrx roproaux MOmMOK.

nOBelleHHe - pe3YJIbTaT;

Ilpaasre CBJl3H.,

XOTH aBTOp CTaTb" He roBOPUT 0 COOTHOIlIeHUI-f ueast H CpellHltX I-flllep)l(eK nponaauos, MHe Ka)l(eTC.II, MaJIOe KoJtlfIleCTBO roprossrx cereit It asrcosue 6apbepbl axona na PblHOK ,UaJOT B01MO)l(HOCTb YCTaHOBHTb ueny ssnue cpe,UHHX H1J1ep)l(eK. :no n03BOJIHeT nonysars BbiCOKYIO HOPMY nplI6blJtH.

POCT ,UOJIIt BhlCOKOTeXHOJIOrlf'-lHOH TeXHHKlI (Ha1l6oJTee H3BeCTHhlX "POH3- aonurenea, KftK 3TO MO)l(HO npennonoaorrs H"3 $opMaTa ToprOBblX cerea) naer OCHOB3HHe roBOPHTb 0 BO"3paCTa}()ll1eM xasecrse TOBap3 •

06paTHbIe CBH3lI.

BbICOKa.ll IIPH6hlJlbHOCTb nO"3BOJIHeT 'rpanm, 60JIbllJe CpellCTB aa peKJIaMY H pacumpeaae CeTlI Mara3HHOB. TJ.eHa BMIlIe cpe.!UIHX usnepxe« n03BOJIJleT Ma· HHnyJIHpOaaTb co cKlf,nKaMlf, YCTaHaSJIHBaH HX ua npl-lBJJ.eKaTeJIbHOM D.JlJl noTpe6lITeJl.ll ypOBHe H B TO )l(e BpeM.II He nponasas TOBapbl B y6bITOK. ()1.aHHbdl:

BbIBO.u OTCyTcTByeT B crarse, HO BbIllBHH)lToe npennoncoseaae 0 BbICOKOt\ HOpMe nplf6hlJTH n03BOJTHeT C onpe,UeneHHofi llOJIen YBepeHHOCTH npOBOJ1HTb no.uo6HbJe paccyxneuaa).

BJIWlHlIe rOCYDapCTBeHHoi1 nOJIlfTHKlI. Ilpsvoe BJIWlHHe aa 1l0BeJ1eHHe.

Ha $e.uepanbHOM ypoase CJlO)l(HOe TaMO}f(eHHOe perynuposanne ana-nrremHO YBeJTlfIIHBaeT I13DepJKKH BB03a TOBapOB. «Cepue- cxeuu n03BOJUJJQT cOKPaTIITb pacxonsr, HO OHH pa60T<UOT B CJI)I'-Iae MeJIKHX $ HPM-O,UHOllHeBOK. «IloporoBlflHa» )l(e ,,6eJIbIX» cxea He n03BOJIHeT KpymlhlM TOproBbIM CeTIlM patiorars HanpllM)'lO C "POH1BOlIlITeJUJMlI. B pe3YJTbTaTe aa pblHKe 06pa3yeTCH uenosxa 4tHPM-IIOCpeJ1HHKOB, '-ITO 3Ha'-lHTeJIbHO noasnnaer xoaexnyto Ueuy Tooapa (acnexr ue nooopasoa anna ).

Ofiparaoe BJII-fHHHe noaenenaa.

Toproaue CeTH 33HHTepeCOBaHbI B yrrpouieaaa TaMO)l(eHHoro peT)'JIHpOB3HllJI, IIpe,UCTaBHTeJ1H nponaauoa npOBOIDIT perynapnsre KOHCYJIbTall,HH C $enepansaon TaMO)l(eHHoi-1 CJTY)l(60i-1. )1.oCTHrHyTbIe J1oroBopeHHOCTH H npeano)l(eHHble npaBlIJIa n01BOJIJIlOT paoorars JIeraJIbHbIM HMnOpTepaM.

Ilpsuoe 8JlU5IHue na cmpyKm}py.

Ha MeCTHOM, MOCKOBCKOM, yposne TPYliHOCTH, CBII3aHHbIe. C IIonY'leHHeM leMeJIbHoro Y'-laCTKa IIO,U CTpOlITeJlbCTBO Mara3HHa, aarpynnmor BXOJ1 na Ph1HOK (6apbep BXOJ1a).

21

(.--. TeMa 2. KOHD;EHTPmMH: TEOPHH H H3MEPEHllE

IIOHKTIIe KOHlJeHTpaQHH. BH.!I.bl KOHQeHTpaLl\ilI. Ilpennocunxn xonaxecraenaoro aHaJIH3a npoueccoa KOHlJeHlpaUHU B OTpaCJI.IIX II aa psmxax. OOKa3arena, XapaKTepU3YJOlUIIe pasuepu qmpMhl: 06beM npOII3BO.!l.CTBa II peanaaauun rosapa, .!I.O.l1.11 npona« na punxe, ypoaens 3aIDITOCTH pa60THHKOO, ofu,eM HHBeCTHUIIi-I, ypoaeus aKTIfBOB.

Onpenenenue PblHOlJHOi-I xoauearpauaa llpO.!I.aBIJOB (npoassonnrenem rosapa. Ilapaererpu, acnomayeuue .!l.JlJI OlJeHKH ypOBIDI KOHueHTpaUliH npo)J,aBUOB aa punke: '"!Hcno qmpM H pacnpenenenae IIX PhlHO'!.HhIX .!I.oneit Tpe6oBaHIDI K KO.l1l-f'1eCTBeHHblM nOKa3aTeJlJlM KOHueHTpaUliH (I1H!leKCaM KOHueH1paUHU). Kpnrepnn 1-1 np06neMld H3MepeHII.II KOHlJeHTpaUHII. Kpnaue KOHueHTpaUHlIl-I KpUBble Jlopeuua: cxoncrsa, pa3]llI'l.IDI, Mero.D:OJlOrlIlJeCKOe 1Ha'!.eHlIe.

A6comOTHhle II OTHOClITeJlbHbIe noxaaarenn KOHueHTpauIIII. 06paTHaJi BeJIlI'l.lfHa K 'mCJlY 4mpM B orpacnn. K03TtPlfUIIeHT KOHueHTpaUHH. HHlI.eKC TeptPlfH.!I.aJI.II-XlfpWMaHa. I1H.!I.eKC XOJlJla- Tai-I.!I.MaHa. I1H!leKCbl XaHHa II Kes. I1Hnexcu 3HTpOJlI-fl-l. K03tPTlIUHeHT ,l1;)KlIHH. K03tPtPlIuHeHT BaplIaUIIII. Paafipoc JIOrapHcpMoo PldHO'lHhlX .!I.OJIell. Cpaarnrrensasrf aHaJIlI3 lIH.!I.eKCOB KOHueHTpaUUIl, HX npenuyurecraa II He,nOCTaTKH, lJYBCTBlITeJIbHOCTb K 1I3MeHeHHlO 'Ulcna 4mpM na psmxe H HepaoHoMepHOCTH pacnpeneneaas PhIHO'lHbIX .uOJIeit. TpynHOCTII IfCnOJlb30BaHIDI IfH,neKCOB KOHueHTpaUHlI B npaxrauecxax pac-rerax,

Teopaa KOHUeHTpal{HH. ,l1;erepMllHI-ICTKUfi 1-1 croxacrmecxan nO)J.XOlI.bl K aHaJIH3Y KOHlfeHTpaUHlI npO.!l.aOUOB (npoH3BO.!l.HTeJIei-I) 'rosapa. Texaonorasecxae B03MO)KHOCTII lIJIH 3tPtPeKT Macwra6a - KaK nerepuanaursr, onpenensroutae CTenens KO Hue urpauua. HJlmoCTpauIDI OCHOBHOH rnnoresu CTOPOI-lHHKOB )leTepMIfHHCTCKOro nonxoaa ua OCHOBe CTaHllapTHbIX MIfKP03KOHOMIf'leCKHX Mo.neJIei-I. Bonpocsr cymecreoaanas paauoaecnoro ypOBH.II KOHueHTpallHH na pbIHKe. TeopllJl CllYlJai-IHbIX npoueccoa B 3KOHOMHKe. HJIJIIOCTPauHH OCHOBHOll U.!I.eH CTOPOHHHKOB croxacrmecxoro nonxoaa aa OCHOBe MO.!l.eJIH )i(H6pa. B03MO)l(HOCTb H Heo6xo!lHMOCTb CHHTeTl-I'leCKOrO nonxona K 06bHcHeHlfiO npH'IHH KOHlleHTpaUHH.

B3aHMOC0Jl3b Me)l(.!I.y ueuoaoa 3J1aCTlflJHOCTblO cnpoca, HH.!I.eKCOM Jlepnepa, PbIHO'lHOll BJIaCTblO tPHPM H ypoanex KOHueHTpaUHH B oTpaCJII-I HJIlI aa phlHKe. 3aBHcliMoCTb Me)K.!I.Y IIH.ueKcoM feptPHH.lIaJIH-XUpWMaHa H lIH.!I.eKCOM Jlepaepa, KO:}$qmuVleHT comaCOBaHHOCTH crparerasecxoro nOBe,neHH.II 4mpM: ero oueasa H POJIb B npouecce accnenoaanus PblHOIJHOi1 BJlaCTU tPl-lpM II npH onpeneneann ypOBH.II KOHueHTpal{HH. B03MO)l(HOCTH KOJIl-l'leCTBeHHoro H3MepeHH.II puuosaoa BJTaCTI-I TIIpM C nOMOWblO K03tP4mUHeHTa Ii3llHa. ,l1;OCToHHCToa II He.!l.OCTaTKu KO)tPTHUHeHTa T06lfHa. 3aoHCliMOCTb PhlHOlJHOH BnaCTU THPM OT HaJIH'IH.II TOBapOB-3aMeHHTenei:t If orpaaaueaas aa MOWHOCTH KOHKypeHTOB: npuneneuae HH,!J;eKCa Ilanannpey B npouecce aHaJIH3a.

22

•

TeHll:eHUHII H3MeHeHlIli ypoBH.II xouuenrpaunn na OT.lIeJIbHbIX puaxax. ,l1;erepMHHaHTbl, onpeaenaioutae crertem, KOHueHYpaUlUl B npouecce peansnoro CPYHKUHoHHpOBaHH.II orpacnen H PblHKOB: 3tPq,eKT MacIllTa6a, rexmcrecsne If nponyrcroaue H3MeHeHlI.II, BXOJl. HOBblX qmpM, CJTWlHII.II 1-1 norrroureans, .!I.HBepCHtPlIKaUH.II. BOOMO)l(HOCTlI oueHKH xouuenrpaunn H tPaKTOPOB, snustouurx na CTpYKTYPY PbIHKOB .lIIDI rtepexoztaotl 3KOHOMHKH. OUbIT opraansaunn H npoaenenax HCCJIe,noBaHi-rli.llIDl oueaxa ypoBIDI KOHueHTpaUlIlI B mpaCJI.IIX POCCHHCKOH 3KOHOMlIKH H na poccnscxax psnncax, OcHOBHbIe TeHlleHUlUI H3MeHeHIDI KOHUeHTpaUlUl npO.!l.aBUOB (npomsonareneti) TOBapoB H ycnyr B POCCHllCKol1lDeliepaWIH.

B3aHMOCB.II3b Me)l(.!I.Y BblCOKOil crenensro xoauenrpauan H npH6bInbHOCTblO B 'reopua H B npouecce peansaoro CPYHKWlOHHpoBaHlIJI orpacnen H PbIHIWB B POCCHlI II B .!I.pyrlIX CTpaHax xupoeoro coootuecrsa.

}loROJl.Hume.lI6HflR.flum.epamypa ?:" ',"

1. Aaanaa OTpaCJleB!.lX PblHKOB / Ilon pen, A..!l. Bypoc, E.H. KanMbl'lKoBoit T. 1, 2.

Y. 1,2,3. M.: TEHC. 2002.

2. EpaYH A .• EpaYH )1,lK. HMeeT JIM 3Ha'leHHe crpysrypa psmxa? HOBbie caaaerenscrsa 113 POCCIlH. PocclIftCKo-EBponeHCKIIM UeHTp 3KOHOMII'IeCKOM 1I0JlIITIIKII. Pa6o'l3.11 crarsx 2. M.: 1998.

3. neKUMH 110 TeOpMM OprMtH"laUltli npOMblUlJleHHoCTH. 3KOHOMIt'leCKali WKOJIa. Bsm, 4,5. Cn6., 1997; 1999.

4. Me)[()lYHapO.llH3.11 KOH41epeHUlfll «IO ner aHTIfMOHOnOJlbHblM OPraHaM Poccancxon $ellepaulIli. Hroru H rrepcnexruas» /I MOCKBa, 18-19 lIeKa6pH 2000 rolla.

5. POCCIIMCKlIe II MlIpOBble TeHlleHUHM KOHueHTpaUlI1I npolf3BollCTBa If oueHKa 110- cnencrnutt jiJlll KOHKypeHTocrroco6HOCTII OTe'lecTBeHHbIX npomaoaarenelt (aa npuuepe OT)l.eJlbHhIX orpacneti). AHaJlHTII'leCKHM 1I0KJla,lI Biopo JKOHOMH'IeCKOrO ananasa, M., 2000.

6. Carry B., George K. Industrial Concentration: A Survey 1/ Journal ofIndustrial Economics. Vol. 31. Issue 3 (March, 1983). P. 203-256.

7. Hall M.:Tideman N. Measures of Concentration 1/ Journal of American Statistical Association. Vol. 62 (March 1967). P. 162-168.

3aiJaliuR U ynpa:HClleUUR

1. H3BecTHa tPYHKUHJI orpacnenoro PblHO'lHOrO cnpoca B ycnosasx CBO- 6o}l.Hoi-I KOHKypeHUI-IlI: Qd = 14000 - 80 p, rae p - uena elIHHIIUbI npoJzyKUHu. <PYHKUIUI Cpe)lHHX H3)J.epJKeK THnWlHot% qmpMbI IIMeeT BIm:

AC; =e' -40'q+425,

me q - 06beM BldnycKa ¢lUPMbl. Kaxoe '"!lICJlO CPHPM 6Y.!l.eT xapaxrepao .!l.JlJI OTpaCJllI B YCJIOBWTX paBHOBeCHJI B llOJIrOCpO'-lHoi-I nepcnexruse? OUeHlITe CTeneas KOHueHTpaUUll B orpacnn.

), .... ,

23

2. B Ta6nHue npaseneasr .Il:aHHl>le 0 cYpYKTYpe asmycxa nponyxuaa B OTpaCJIH:

rOllOBOA Bl>lnyCK 0pollY"UHH KOJ1U'U',CTlIO lh.lIMII B 06meM
(IItJlH. urr.) n pellOpmlTHIl OO'beMe BI>IOYCKlI (%)
ao 1 5 5
1-3 7 3S
60Jlee 3 2 60 Paccxaraare orpacnesoa uHlleKc KOHUeHT))aUHH rep4lHH.Il:8n.ll-XnpllIMaHa, a TalOKe K03iflqmUHeHT KOHUeHT))aUllH B orpacnn,

3. B Ta6J1Hue npaaeneuu aaanue 0 MOllJ,HOCTHX IlJITH aenynnrx npennpnHTHii orpacnu.

Ilpennpaarue MOWHOCTl, (MJlH. T)
I 85
2 60
3 20
4 II
5 4 Pacc-urratrre orpacnesoa HH)leKC xoauenrpauaa rep41mHllaJUl-XnpIllMaHa, B cnyxae, eCJIu:

1) llBa caMblX xpyrnrux llpeJlllpIDITHH 6yJlYT ncnomaoears CROll MomHOCTIt na 90%, a ocransnue 1pH - na 50%;

2) see npennpasrns B orpacnn 6Yllyr HCIIOJIh30BaTh MOIllHOCTH Ha-85%.

3) H3MeHHTCH JlH saaseaae HH.Il:eKCa Feprpnnnana-Xapuraaaa no cpaaneHIDO co BTOPblM cJi)"IaeM, eCJIlI ace npellnpIDITlliI B crpacnn 6Y.ll:YT UCn0J1h30- sars MOllJ,HOCTU aa 100%'1 (Orser ofiocsoears).

4. B Ta6JIHile IlpHBe)J;eHbl .Il:aHHhle 06 o6beMax npoaax sersrpex senytnax npennpaarna oYpaCJIH. PaCC'IHTat\Te orpacneaon HH.Il:eKC xonuearpaturn Fep¢!nH.II.aJUI-XupIlIMaHa U cpenuna no orpacnu U"lIeKC Jlepaepa, ecna OOKa3aTeJIh ueHOBO" 3JIaCTH'lHOCTH cnpoca na punxe COCTaBmleT (-1,25).

npI\II.lJplUITHe 06'bUI peaJIHJllQHH (TI>IC. p}'O.)
I 94
2 71
3 50
4 35 S. B ron t = 0 B orpacnn <PYHKUUOHIIPYiOT 512 4mpM onnaaxoaoro pamepa - MOIUHOCThlQ 2000 enaaau llp0.!lYKUHH B ron KalKllaJi. JI106a.11 $npMa C Be-

24

PO.llTHOCTblO 0,5 MOlKeT COXpaHHTh csoa palMep, C BepoHTHOCThIO 0,25 MO)l(eT YBeJlH4UTh pa3Mep C K03<p<pulll-leHTOM rtponopuaosansaocrn 1,25 H C aeposrHOCTl.lO 0,25 MOlKeT YMeHhlllHTl. CBOR pa3Mep C K03q,$HuHeHTOM nponopunoHanl.HOCTH 0,8. PaCC4HT8Th pacnpenenenne qlHpM no pa3Mepy llJIR t = 1 It t = 2 B COOTBeTCTBUU C npoueccou )l{w.6pa. IIpOaHaJl1l3HpoBaTl. 1I3MeHeHlIe ypOBH.II KOHueHTpaUHH B OTpaCJlH. Ha OCHOBe nOJlY'leHHl.IX ,naHHblX nO.llCHHTb croxacTII'leCKlli-I nonxon K aaanasy PbIHO'lHOlt KOHueHTpaUUll.

6, B ya6J1lIUe npuseneau llaHHl.le 06 o6beMax pearrmauna rrponyxunu, 0 uenoson 3JlaCTH'lHOCTU cnpoca (Ed) It 0 nOKa3aTemIX cornaCOBaHHOCTU uenoBoii nomrrnxn (b), KaCaIOlllHeCJ1 OJfHronOJlHCTll'leCKUX PblHKOB llBYX crpaa,

PhlHOII: crpama I P'bIHOII: CTI»' H bl II
Ed (-3) (-J,5)
b 0,2 0,06
\flHpMa Ofu.eM peanusauna (IJ,IT_) 06beM peaJII13aUilH (urr.)
1 14000 3000
2 4000 2500
3 1000 2000
4 600 i 500
5 400 1000 Paccxaraare HH.n:eKc KOHueHTpaUHll fepq,HHllaJJ.II-XnpIllMaHa H HH,neKC MOHOnOJll.Hoi1 BJIaCT" Jlepuepa ,11,JUI punxa KalK,11,oi1 CTpaHhL 113MeHlITC}l JI\1 ypoeeus IIH1leKCOB Jlepsepa, ecnu npu pacsere He Y'lI1ThIBaTl. nOKa3aTeJIH cornacoBaHHOCTH ueacaoii nOJlHTllKH? ,l],ame TpaKTOBKy nOJlY'IeHHb1X pe3YJIl.TaTQB.

7. B ratinnue "pI1Be)J;eHhI nansue 0 crpyl<Type aurtycxa nponyxuaa " npenensasrx H3nep)KKaX npOlI3Bo,nCTBa (Me) 'leTblpeX q,llPM, pa60TaIOWUX Ha phlHKe onarononnn:

,I ~

tJ'IKPM8 ,IlOJlA B 06meM 06t.eMe asmycxa Me (aOJlJl.)
8 OTpaCJIH (%)
I 35 6,03
2 30 6,24
3 20 6,56
4 15 6,72 PblH04HaJi ueaa e.ll:lJHUllhi rosapa COCTaBJl.lleT 8 1I:0Jl,1. PaCC'lI1TaATe noxasarens cornacoaauuocru ueaoaon nOJlnTHK" ~lIPM B OTpaCJ1It, nOKa3aTeJIh ueHOROIl 3JlaCTlI'lHOCTH cnpoca 11 orpacneaon HH.Il:eKC Jlepnepa.

25

---------------------------------------------~

8. B raonaue npaaeneasr naaasre 0 crpyxrype ssrrrycxa M rrponax ~IIPM B uesoropoa orpacna, 3anOJlHHTe rpersio KOJlOHK)'. PaCC<fIITaHTe IIHlIeKCbI fep~UHlIan$l-XlIpWMaHa II XOJlJla- Taii.!lMaHa. Kax H3MeHUTCA aaaseaae 3THX HH)leKCOB, eCJHl.:

1) nse senyume qmpMhl 0 OTPaCJlH IIcnOllb3)1OT COOH MOIUHOC11I aa 80%,

rum

2) 0 OtpaCJlb OOfuIYT etue 4 qmpMbI C esmycxou aa yposue 100 MJ1H. T, HO BhlHn:eT ~MpMa C BblnyCKOM 10 MJ1H. T, HJ1H

3) K KalK,!l;OH ~MpMe 1I3 mJTII, nepaonasansao paforaaurax aa psmxe, npn- 6aBHTCA erne no nse ~HPMhI C reM iKe caMbiM ypOBHeM ssmycxa, COOTBeTCTBeHHO.

f.

HOMep 4mpMt.I Bt.lnyCK B MJ1B. T 1l0J1f1 B %
1 120
2 100
3 gO
4 40
5 10 B npouecce pemeaas 3a.!laHIDI 8 IICnOJIb3yme MaTepHaJJbI npHJIOIKeHHH 1.

Ilpunouceuue 1

HHlleKC Xunna- Taii.ll:MaHa

,QaHHbTH HH)leKC, B npOTlIBOBec HH.!leKCY rep~IIHn:anA-XIIPIllMaHa, OTHOCHTCJI K 'HlCJIY nOK33aTeJIeH, npH3BaHHbIX crnanars BJlJ1J1HHe xapaxrepa pacnpe· .!leJIeHH1I PbIHO<fHhlX D.oJleli no cpaBHeHHIO C BJlH1lHMeM napasrerpa, crpaxaioutero KOJIlT'leCTBO ~lIPM na phIHKe. IiHlleKC C03.!laH B 60-x IT. XX B. aMeplIKaHcKHMH 3KOHOMHCTaMII-CTanfCTHKaMH M.XOJIJIOM U H.Taii.!lMaHoM B pe3YJ1bTaTe o6cym,UeHHJI 1I0CTOHHCTB H Hell.OCT3TKOB K03$$UlI,lIeHTa KOHlJ,eHTpaulIlI H HHJJ;eKca rep$HHJJ;anA-X HpWMaHa.

Jlorasa paccYIK,UeHHA M.XoJlJla Ii: H.TaAllMaHa 3alOlKJ'IanaCb B CJleJl:YKl' meMo K03$$HUHeHT xonuearpanan (CRr) He npanaer OC060fO 3Ha'leHH1I HM OJlHOMY H3 napauerpoa Oll.eHKH ypOBHJI PhlHO'lHOH KOHueHTpaUlIH: HH 'IHCneHHOCTM nponaanos ua puaxe (nponseonnrenen B °TPaCJIH), Hif pacnpeneneamo PblHO'lHbIX Jl:oJleA. HHlleKC rep~IIHllaJIJI-XHpWMaHa (HHI) npunaer 60JlbWHH sec napaxrerpy nepaanoaepnocra pacnpenenenus PbIHO'lUhlX nonett, 80 MHOrnx cnyxasx )TO BbI3hlBaeT npeyaemrsenne H3MeHeUH1I KOHueHTPaUHII BCJleDCTBHe pocra HaH60nee xpynaux $UpM II aenoouesxy U3MeHeHIDI KOHueHTPauHH BCJleJl:CTBlIe POCTa 'IHCna $lIPM He60JlbillOfO pasvepa. TaKHM ofipaso«, IIHlleKC fep$IIH.II;aJlJl-XHpWMaHa OKa3hIBaeTCJI MeHee '1YBCTBlITeJIbHbIM K lI3MeHeHfIHM, ITpOltCXOJ{JllUHM B orpaCJlll B uenov no cpaBHeHHKl C H3MeHeHHHMit B ornensaon ee '1aCTH. AnA roro, 'lTo6hI YCHJlllTb BJlWIHHe U3MeHeHlIJI '1UClIa $lIpM aa pause

26

(B orpacna) H OCJla6HTb BJlIIJlHlle pacnpenenenns PblHO'lRhlX AoneA, npellJ10IKIlJlH cnenyiomyto qlOPMY IIH)leKca xoauerrrpauaa:

HTI= __ l __

b";· ..

(1)

rne Si - non A $HpMbI aa puase, R, - paRr .!laHHoll $IIpMbl. B npocrenuren cxexe paH>KIlpOBaHHA, npellJ10>KeHHOH aeropasm nanexca, panr ssrpaxen B aarypansHblX 'lIIClIaX OT 1 110 n, xoropsre npIJCBalIBaIOTcA <pHPMaM, Ha'lHHa$l C $ItpMbl aaafonsurero pasuepa. TaKHM 06pa30M, nOpJl)UWBhlit HOMep $HpMbI onaospeMeHHO lI.BJUieTCH ee paarov.

B ycnosaax MOHOnOJII1H HHDeKC Xonna- TaHJl:MaHa npnnaxaer saaseane, pasuoe eJIIIHUUbI. 3TO nerxo npoaeprrrs npAMoH noncraaosxon 3Ha'leHUii R, = 1 It s, = I B <p0pMyny (l). Jl.aHHoe saasenne IIHJl:eKCa HBJVJeTCH MaKCHMaJIbHbIM.

Y6eJJ;HMCA, 'ITO MHHHMaJIbHOe 3Ha'leHlIe HHlleKC XOJlJla- TaitDMaHa npHHHMaeT B cJlyqae paBHOMepHOfO pacnpeneneuas PblHO'lHbIX .nOlleR. ECJlH pacnpenenenne ,n;oJIeii GYDeT pasaoaepao, TO JJ;OM Ka)K.Qoi1 qmpMbl 6Y,lJ;eT pasua I

cpellHeA JJ;OJIe: ~. 3aa'lIIT, c)'MMa npOlI3SeDeHHH KaIKJJ;oil pasaori lIOJlH na co-

n

OTBeTCTBYKJIIUlii panr OT 1 .11;0 n 6YJleT paana:

rR-s- =1 . .!.+2 . .!.+ ... +n . .!.= 1+2+ ... +n = n(n+l) = n+l.

i-I I Inn 11 /I 2n 2

H3 npuaenenmax npeotipasosaaan, O'leBII.!lHO, 'lTO HHileKC XOJlJlaTaii.ll;MaHa JlOJIIKeH npHHHMaTb 3Ha'leHHe:

1

(2)

HTI= _

2(11 + 1)

2

,QaHHoe 3Ha'leHlte ABJlJleTCH MlIHHMaJlbHblM JVIA IIHJleKCa XOJlJlaTali:.!lMaHa. Ilpu 'lllCJIe $IIpM, crpeMHlUeMCJI K 6eCKOHe'fHOCTII, auaesc npHHIIMaeT 3Ha'feHHe 6eCKOHe'lHO MaJIoii BeJ1ll'lIIHbI If CrpeMlITCJI K HYJllO.

Cnenosarensao, peansaoe saaseaae nanesca Xonna- TaHllMaHa pacnpeneI

neao MeIKllY MHHIIM3JIbHhIM H MaKCHMaJlbHhIM 3Ha'leHIDIMH, T.e. Me>KllY ~ II 1.

n

CaM HHJl:eKC pearnpyer aa It3MeHeHHe sncna ~IIPM 60Jlee 'leM aa xapaicrep pacnpenenesas punoaasix nonea BCJIe)lCTBlle rofO, 'ITO ,IlOJIll. He60nbllIl1X $ItPM KaK 6b1 YKpynHAeTCJI OYTeM YMHO>KeHHJI na fionee BblCOKHfi paar, yCTaHOBJIeHHblli llJ1J1 3TIIX ~ItPM. TeM caMblM npOHCXOllHT ycpenaeane BJlllJlHHH xpynasrx H Memmx $lIpM npa pacsere HHJl:eKca.

n

27

., B nponecce lfCCJIelIOBaTeJlhCKlIX pac seroa, xoropue npOBeJIH M.XoJlJl II H.TalliI.MaH, onnpascs na CTaTllCTHKy no 446 orpacnsa aMepllKaHcKoH 3KOHOMII KH 50-x rr., 6hIJUi nOJIY'leHhI CJIeJJYlOlIUIe peaynsraru. HeCMOTpll ua cyuiecreeu HhIe p33JIII<lIDI B MeTO,IUIKe HX pac<feTa, nee rpa nOKa3aTeJIlI KOHUeHTpaWIH: 1\0 3q.q.llulleHT KOHueHTP3UHH, HHJleKe repq.HHJlaJIlI-XnpWMaHa H HHAeKC XOJlJIa Tafi,IIMaHa, - npHHlIMaJIll 6JIH3KHe 3Ha<leHIDI, r.e. MeJK,IIy HlIMII 6hIJIa BhHIBJIel1a BhICOKaJl CTaTHCTlJ'Ie(;KalI B3alIMOCBlI3h. TaK, K03q.q.HU.HeHf PaHroBOi1 KOppeJl}I WJH COCTaBllJI 0,933, a K03¢lq.Hl.{HeHT IIaPHOH KOppeJlllII.HH 3Ha'IeHllH IIH,IJeKCOB OKa3aJIC))" paaea 0,947. Ilpu 3TOM 3Ha'leHHe IIH.lleKCa XOJlJla- TaH,lJ.MaHa OKa3aJIOC6 HaIIMeHbWHM U3 3HaqeHHii -rpex paccuorpeansrx HH,IIeKCOB.

O,IIHaKO npa CTOJlh BhICOKIIX nOKa3aTeJlJlX KOppeJlJlUHH B XO,IIe HCCJle,lJ;OBaHll))" 6hIJIO 06HapYJKeHO, 'ITO B pe3YJlhTare paH>KHpoBaHllJl 446 OTpaCJleH B nopsnxe y6hIBaHHlI Ka)Klloro H3 Tpex IIHAeKCOB xonueurpauna ,!!JIJI 23 orpacneii pasnauus B 3HaqeHH))"X npacsoenuux panroa Me)l(lJy HTI H HHI IIJIH Me)KA}, HTI H CR Ha6JIIOlIaJIOCh 6oJlee, <JeM B 90 cnysaax. ITPII 3TOM HHAeKC XOJlJIa· Tai1,IIMaHa HMeJI caMhIll 60JIhllIOll pasopoc 3Ha<JeHllH, T.e. 6hIJI cnocotien yJIOBIiTh 1I3MeHeHHlI KOHueH-rp8111l1i nysure npyrax HH,!IeKCOB.

MO)KHO C,!IeJIaTh BhIBO,IJ, «TO HH.1leKC Xonna-Tattnuaaa ssnaercs Mepoh KOHueHTpauIIH, HaH60JIee qYBcTBHTeJlhHoll K ee H3MeHeHllIO. TpY,!lHOCTH npH HcnOJIb30BaHHH HH.ueKC8 XOJlJIa- Tafi,!lMaHa B npaxruuecxax pacserax CB))"3aHhl e petuenueu sonpoca 0 nplicBoeHHII paHrOB B cnysae, sorna puno-ursre llOJHI q.HpM O,!lllHaKOBhI. B03HlIKaeT eonpoc, Mor}'T JIll npJ.l 3TOM paHrlI no-npexaevy npHHlIMaTh pa3HhIe 3HaqeHlI)I OT 1 ao n, KaK :ITO npe,!!JIOJKlIJIH aBTOphI nanexca, UJIH paarn raiose ,IIOJlJKHhl 6QJTh O,!lllHaKOBhI.

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28

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H IiAPbEPbl BXOM HA PblHOK'i :>K

HeToKH reoperavecmrx 1I 3Mnllpll'leCKIIX IICCJleAOBaHIiH nOTeHUHaJIhHOfi KOHKYpeHUHII. KOHl.{enUlIII )1,. 63llHa, )1,.CTlIrnepa, r.,ueM3el.{a H rpa ansrepnaTHBHhIX onpenenenas BXO.uHhIX fiapsepoa, HX cpaaarrrensaua aHaJIH3, npe- 11MymeCTBa II He!l.OCTaTKII.

TeOpeTH<feCKIIe pa3pa60TKH ,lJ;.Ei3llHa KaK OCHOBa MeTO,!lHKH 3MIlHpll<feCKHX HCCJle,IIOBaHIIH BXOllHhIX 6aphepoB. Ilepaas KJIaCcHtPlIKaulllI BXOllHhIX 6apbepOB B 3aBllCllMOCTli OT IICTOlfHHKa IIX B03HllKHOBeHH))". 4eThIpe OCHOBHblX HCTO'lHllKa B03HllKHOBeHH)! BXO,IJHbIX 6aphepoB: aa cuer a6COJIIOTHOrO npenxyuiecraa B 113,IIepJKKaX y padorarounrx na psnrxe (B OTpaCJlH) tPHPM, aa C<JeT 3KOHOMllll na MaCWTa6e npomeoncraa, aa C'IeT lllltPtPepeHUHauIIll npO'!!yKUHH ,!IeACTBYlOmuX ua phiHKe ¢lIlPM, sa C'IeT 06beMa nepBOHa'laJIhHhIX IIHBeCTUUHfi, He06xo,!lIlMOro ztns ooecneseaus BXO,IJa aa pbIHOK. ¢OPMbI nocrpoenna arperarasrx BXOllHblX 6apbepoB H cnocofisr lIX oueHKII.

Ilpeanocsunor aH8JI1l3a BXOllHbIX 6apbepoB. OCHOBHhIe xomrenryansnue nOUllTII)!: MaKCHMaJIhHaJl rtpenensnas uena II ycnoaas BXO,IIa aa phiHOK (B OTpacns), KnaceHq.IIKaUII)! YCJlOBIIi1 axona aa PhIHOK (B orpacns), npe!IJIO)KeHHa)! ,lJ;.Ei3HHOM: nerxne, He3tPtPeKTIIBHhIe, 3tPtPeKTllBHbIe II 6J10KHpyrowHe yCJlOBHlI BXOAa. HJIJlIOCTpauWl KOHuenWfII MaKCHMaJlbHoll npenensuou UeHhl.

nOTeHUHaJlhHa)! KOHKypeHullJl H crparerasecxoe B3a1IMO,IIellCTBlle q.HpM aa psntxe. B03MOJKHOCTh YCTaHOBJleHH)! cornacoeaaaon PhIHO'lHOIl ueasr II ee cooraoiueaue C MaKCllMaJIhHOll npenensuof! ueaon. Bapnanrsr ueaoaoti nOJlHTllKll tPYHKIlHOHllpyroWHX ua psmxe tPllPM B yCJlOBIDIX yrpossr sxona nOTeHUIIaJIhHhlX KOHKypeHTOB. Ilocrynar Il.Cannoca-Jlatiaan. Mo,!!eJlII JlIIMHTllpyKlmero uenoofipasoaaaaa ¢.MO,!lIlJlhJlHH: rpadm-recxaa u aHaJIIITH4eCKa)! BepCHH Mo,!!eJleH. 3"Ha4IIMoCTh aficomoraoro npenaymecrna B 113,!1ep)KKax npOll3BOlICTsa, anna KPIIBOi1 llOJlroCPOqHhIX cpeznnrx H3,lJ;ep)KeK, 3$tPeKTa MaCWT86a II MllHllMaJIbHOrO 3tP$eKTuBHoro 06beMa npoJ13BOllCTBa, 3JIaCTH<fHOCTII tPYHKUIIH PhIHOqHOrO cnpoca II llHtP$epeHullaulIlI nponyxuan B npouecce npHHlITHlI crparerasecxax peureann ¢lllPM B YCJlOBll)!X nOTeHl.{UaJIhHoi1 KOHKypeHUHII. Oueuxa MO,!le.TJeit J1HMlITllPYIOlliero nenoofiparoaanns C TO'lKll 3peHII)! TeopllH II npaKTHKH $YHKIIHoHlIpoBaHII))" orpacneasrx pbIHKOB.

HanpaBJIeHHlI HCCJIe,!lOBaHH.IJ nOTeHllHanhHOH KOHKYpeHIlHH B COBpeMeHHOH reopaa orpacnessrx PbIHKOB, Heuenosue ¢lOPMhl crparertrseckok aaunrru OT BXO,IIa na PhIHOK (B OTpaCJIb). B03MO)KHOCTH llCnOJlb30BaHII1I He3arpY)KeHHbIX npOIl3BO,lJ;CTBeHHhIX MOWHOCTeii, naTeHTOB 1I nIIueH3II1I, MeTOlIOB aasoeaauua puuxa ua OCHOBe pa3BepThlBaHH.IJ peKJIaMHoA KaMIlaRHH H pacnpocrpaaeuua npOAYKUIIU, crparernn npeaaytnecraa nepaoro xona, cnocoeoa nCIIXOJlOrH<fecsoro B0311eIlCTBmI na nOTeHl.{HaJIhHhIX KOHKYpeHTOB !lJlJI npenorspamenaa

29

.....

sxoaa aa pblHOK. Moaena A.CneHca, A.,IJ;lIKCHTa, P.WMarIeH311 - KaK TeOpenl '1eCKali fiasa }l)UI auanasa $OpM II MeTO.llOB sauurrsr OT IlOTeHUHaJlbHblX KOHKY peHTOB B npouecce npaaarns crparermecxnx peureann.

AJIbTepHaTIIBHali TO'lKa speuas aa rtpofineusr noreannansnof KOH!,ypeHUHll II reopns COCT.II3aTeJ1bHbIX (KBa3HKoHKypeHTHhlX) pblHKOB. KOHueIllJJ1j1 B.IiaYMOJ1l1, ,IJ;.naH3apa II P.BlIJJJ1nra. PaCCMOTpeHlIe caryauna aa punxe II oueaxa 3Ha'lllMOCTII KanllTaJlOBJIO}KeHlIll, KOTOPbJe He06xo.llIIMbi )1)1.11 axona II OYpaCJIb, He3aBHCHMO OT npenrronaraeaoro 06beMa BblnycKa II peannsauuu IlpO.nyKUHH, H MOryT lIMeTh KaK eoaaparaun, TaK II nesoaaparaun xapaxrep. 3aBllCHMOCTb pernenaa MO.llenell OT IlpllHllTHli nocrynara n.Cai1rJoca-JIa61IHII, OT crpyxrypsr IlOCTOlIHHhlX H3)),ep}KeK, OT O.uHOP0.llHOCTli lIJIH JUf$$epeHUUpo BaHHOCTlI IlpO.nyKUHH. Oueaxa nepcnexrus lICnOJIb30BaHiUl TeOpMH COcn13<l TeJ1bHbIX PblHKOB C TO'lKH 3peHI:I1l B03MO}KHOCTlIlI Heo6xo))'IIMOCTH perynaposaHHlI OYpaCJIeBblX psntosusrx CYPYKTyp B npasrnse peansaoro $YHKUllOHIIPOB<L HHlI orpacnen H PbIHKOB, B '1aCTHOCTH npn aHaJIH3e .lle.llTeJIbHOCTH eCTeCTBeu· HblX MOHOnOJIHil.

j(onOJlHUmeJll>HaJI Jlumepamypa

1. Ananas orpacneasrx PblHKOB I ITo)]. pen. A)J,. Bypoc, E.H. KaJlMbI'fKOBOi:t T. I, 2. '-I. 1,2,3. M.: TEHC, 2002.

2. Bypoc A)J,. ITpo6neMbl Mo)].enHpOBaHWi nOBe)].eHHJI qmpM B YCJlOBM1IX IlOTeHU)taJlI, HoA KOHKypeHUHH II Marepaanu Hay<tHoA KOHillepeHmm «Jlouonocoacxne 'fTeUH~ 2003». M.: TEHC, 2003.

3. Teopus orpacneastx PblHKOD 1/ Bexn '}KOHOMI1'feCKoft MblcnH I Ilon 061U. pen.

Af", Cnyusoro, CIT6.: 3 KOHOMH'IecKaJI III Kona, 200],

4. Bain J. Barriers (0 New Competition. Cambridge, Mass.: Harvard University Press. 1956.

5. Demsetz H. Barriers to Entry II American Economic Review. Vo\. 72. P. 47-57.

6. Baumol W. Contestable markets: an uprising in the theory of industry structure /I American Economic Review, Vol. 72. P. 1-15.

7, Spence A.M. Entry, capacity, investment and oligopolistic pricing II Bell Journal 01 Economics. 1977. Vol. 8. P. 534-544.

3aOaHUR u ynpa3ICHeHUR

1. Paccaorpaa O.llHY H3 MO.llII$HKallllll MO;:J:eJlll HHMlITHpYJOtUero uenoofipa30BaHHlI. Bee $IIpMbl (KaK yrsepnneumecs aa psraae, TaK Ii }KenalOtUHe aott HI aa PbtHOK) HMeIOT onnnaxosste nonrocposasre cpenune H3.11ep)KKIf LRAC, <I $yHKUillI cnpoca D ua O;:J:HOPO;:J:H)'lO nponysumo onarononan J1HHdiHa. Ilpu 3TOM nonrocpo-nuie cpennne H3;:J:ep}KKH HMelOT L - 06pa3HYIO $OPMY, TIlK 'ITO CYtUeCTByeT MHHHMaJIbHblll3$$eKTHBHhdl: yposeas IlPOH3BO;:J:CTBa: QM = MES.

Iloreauaansaue KOHKypeHTbI paCCMaTpHBalOT B03MO}KHOCTb sxona II;!

PhtHOK B COOTBeTCTBHH C nocrynarou CatirJoca-JIa6HHII H lIMeHHO npH MHHLl

30

MaJIbHOM )$$eKTlIBHOM o6beMe npOII3BOllCTBa. Flyers npa HCXO;:J:HbIX npennoCbJJIKaX MO.llemI He H3MeHJDOTCli MHHHMaJIbHblll 3$$eKTUBHblll ypoaens npoasDO,ll.CTBa QM H IlOJIO}KHTeJ1bHO onpeneneaaas ueaoaas )naCTH'lHOCTh cnpoca TJc B TO'IKe (Qc; pd, COOTBeTCTB}'IOtUell KOHKypeHTHOMY 06beM)l BblIIYCKa npa IWHKypeHTHoA uene, a YMeHbwaeTC.II JIIIlIIb KOHKypeHTHhIA 06beM BblIIYCKa Qc. TaKHM 06P330M, ;:J:OJIli MIIHHMaJ1bHOro 3$$eKTHBHOrO MaclIITa6a npOH3BOllCTBa B COBOK)'nHOM 06beMe BhmYCKa KOHKypeHTHoil: orpacna cTaHODHTC1I6onbUIe.

HCnOJIb3YJl pnc. I, nOKa}KlITe, 'ITO B pe3YJIbTaTe sxonnsre 6apbephl OKa}KYTCli B snne , npouerrraoe npensnueaae MaKCHMaJIbHOll npenensnon lIeHM nan KOHK)'peHTHOil u.eHoH 60JIhlUe H YBeJIH'llITC.II ypoaens MaKCIIMan.bHOll npeaemHoil ueau. 06bl1CHHTe, 'ITO B COOTBeTCTBHII C npeJlJIO}KeHHoi1: caryannea 1I0JI}KHO H3MeHHTbCli sa pHC. 1 H IlO'leMY.

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2. Paccaorpav MO.lleJIb nIIMHTHp}'101Uero ueHoo6p330BaHHJI .llJili psraxa onuoponaoro Ilp0)),YKTa C nImeilHOii $YHKUlleil cnpoca D. ,lJ;OJ1rocpO'lHhle cpeanne H3))'ep}KKlI y scex $HpM (RaK yraepaasmaxcs ua psraxe, TaK H }KenalOUIHX aonru na pbIHOK) HMelOT L - o6pa3UYlO $OPMY, TaK 'ITO cY1UeCTBYeT MHHHMan.bHhlil 3$$eKTHBHblil yposens npOH3BO,lJ.CTBa: QM = MES. Onnaxo yraepnnaurneca aa psmxe $IIpMhI HMelOT afcomoruoe npeHMYlIleCTBO B H3.11epIKxax nepea nOTeHUlIaJIbHblM KOHKypeHToM.

B cnysae, xorna KpHBhle nonrocpoxnsrx cpenmrx aanepxex HMeH)T L _ o6pa3Hylo IjJOPMY, a6COJIlOTHOe npenayutecrso B 1I3.11epIKKax nocraraercs, ecna KpHBa.II nonrocpoxaux cpenaux H311eplKeK pa60TalOUlllX aa psrnxe $upM LRACo npH mo6oM 3allaHHOM o6beMe peaJ1113allIIH nponyxuna pacnonoxena HHlI<e, 'IeM I<PHBa.II nonrocpoxasrx cpenanx H311eplKeK nOTeHIIIIaJIbHOro KOHKY-

31

petrra LRACN, KaK nOKa3aHO na pnc. 2 (1). PIIC. 2 (1) illUIlOcTjJHpyeT caryaumo, xorna a6COJIlOTHOe npeaxyuiecrno B H3.llep)l(ICaX .l10CTHraeTCJI npa O.l1HHaKOBOM MHHIIMa.JibHOM 3tPtPeKTHBHOM Macmra6e npousaoncrsa, KaK Y tPllPM, YTBep" .l{HBlliHXCH aa pb1HKe, TaK 11 Y tPlfPM, lKeJIaIOIT.[lIX BOiITU na PbIHOK: QMO = QIvIN' PaCCTOJlHlte ab Me)K.Il:Y .l1BYMJl napannensuunn yqaCTKaMH, COOTBeTCTBYIOWlIMli nOCTOJlHHOii ornaxe OT MaCllfTa6a, KpHBblX llOJIfOCPOqH&IX CpeiIHlIX H3llep/l(e~ LRACo H LRACN, 113MepJleMOe B.l10Jlb OCH OpJI.HHaT, oTPa)KaeT creneus a6co JlIOTHOrO npeanytnecraa B aanepxsax Y tPYHKllIIOHHpYIOJ..UlIX aa puaxe qmpM.

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Ilorenunansusre KOHKypeHTbl paccuarpaeaior B03MO)J(HOCTb axona 11<1 PblHOK B COOTBeTCTBIiH C nocTYJlaTOM Cai1JJoca-Jla6HHII H HMeHHO nplt Ml1HHMaJIbHOM )4>4>eKTIfBHoM ofu,eMe npOH3BO.llCTsa. Ha pHC. 2 (1) npe)],cTaS)1eH uaCTHbill CJlyqall, xoraa MlIHIlMaJ]bHhlH 3$q,eKTHBHhlii Macwrn6 npomaoncraa JJ.J1Jl scex paccaarpnaaexsrx tPHpM coananaer C npenensnsra COBOKYIIHDIM 06beMOM npeJJ.J10)KeHliJl yrsepnaaunrxca aa punxe CPflPM: QMO:::: QMN = Qu.

llTO npoasoaner C 3H,lloreHHb1MII nepevennuaa Mo,neJlll, eCJlII npH Tex iKC npennocunrax a6COJllOTHOe rtpeaayuiecrso Y CPYHKII,IlOHUpymlli.I1X aa PbJlIKC cpnpM H3MeHIITCJl - CTaRCT 60JlbWe I1J1H MeHbwe, t:(eM B paccaorpemroit na puc. 2 (1) cnryauau? Ilocrapattrecs ceon orser ofiocnosars C nououiuo rpa q,lfllecKoro aHaJIU3a.

32

4.3. Ha pHe. 3 npencraaneasr sapaaarsr ueHOBO" nOJIlITHh:H cpltPM npu aaJI H'mlt yrposu exona nOTeHUHa.JibHbIX h:OHKypeHToB npa ey60nTHMaJIbHOM 06bCMe asmycxa. ,!J;OJlrocpO'lHble cpennue 1t3,llep)K1<1I (LRAC;) Y scex q,UPM, l<aK YTBeplI.ltBWItXCH ua puaxe, TaK H iKeJlaIOID;nx Bowm sa PblHOI<, O..!lUHaKOBbl. ¢>YHI<LUUI. cnpoea D na onnoponayio nponysumo onaronomra mmetiaa. TIOTeHuaansasre KOHKypeHTbI paccMaTplIB8IQT B03MO)l(HOeTh exona aa PhllIOI< B COOTneTCTBHIl C nOCTYJIaTOM CaRllOca-Jla611HIt.

8 nepsov CJIY'lae, H306pruKeHHoM Ha pHC. 3 (I), comaCOBaHHaJI PblHO'IHM uena YCTaHaBJlHBaeTCH aa yposae Mal<CHMaJlbHOll npenensnof UeHbI (Pal:::: PLI)· 80 BTOPOM CJIY'lae, 11306pa)KeHHOM aa pnc, 3 (2), yTBep.IlHBIIIHeCJI Ha pblHKe $ItPMbI Bbl6HpalOT coraacosamryro ueny ssmre ypOBHH MaKClIMaJIbHOH npeitem,Hoil ueasr (Pa2 > PL2), nonycsas BXOll aa Pb1HOI< HOBblX 4mpM. Ilpoaemrre CpaBHI1TeJ1bHhlA aHaJIUJ caryauna It npoaaameupytire ItX oc06eHHOCTli.

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33

Bonpocu auanma BXO,!l;a B OTpacnb (aa PhJHOK) H BhJXO)la U3 orpacnH (c puaxa) npHBlIeKMH BHHMaHHe TeOpeTHKOB H npaKTHKOB 3KOHOMHKH orpacneBbiX pWHKOB C MOMeHta ee 3apO)J{,!IeHIDl KaK OT,!Ienf>HOH 06naCTH 3KOHOMH'leCKItX accnenoaaaan. Iluonepcxue rpYJlf>1 ,U.b)tiHa (J.Bain)1 50-x rr. XX B" B KOTOPhlX paapafiaruaanncs npo6neMhl 6apf>epOB axona, naastaaror cpenn rnasHbIX HCC1Ie.ll.OBaHHll, 3arIO)J{ITBWHX TeopeTWIeCKYW 6a3Y Jm!I HOBOit 3KOHOMWleCKOit )lHClUInnHHM. Ha npOTlI)J{eHHH MHorllX ner nocne auxona pa60T )J;.E3Hua Hccne)lOBaHIUI B paMKaX )KOHOMHKH orpacnesux PblHlWB 6b1nH cocpenoroseasr HMeHHO na npofiaeuax noreaunansaoa KOHKypeHUItH H YClIOBHSJX BXO)la B OTpacns (ua phIHOK). Ilpa 3TOM 06CYJK)leHHe npeIDITCTBHA. K BXOny nonroe spevs conpOBO~}];aJlOCf> cnopaMH BOKpyr Onpe}];elleHHlI caMoro nOH!ITH!I BXO,!l;HOrO 6apf>epa H B 3Ha'lHTellf>HOll CteneHH KOHueHrpHpOBaJlO BHHMaHHe Ha nOHCKe OTBeTa aa sonpoc, 'ITO MOlKHO H 'ITO ReJIf>3!I C'IHTan, 6apwpoM Mll BXOM B orpacns llJIH aa pblHOK.

Onpeaeneaae. nonysaauree HaIl60JlbWee npH3HaHHe cpena Cn~UHaJlHCTOB B 06naCTH )KOHOMHKH orpacnessrx Pf>IHKOB H aaafionee '1aCTO npIIMeHlIBWeeC!I B reopernsecxax H 3MnHpWlecKllx llCCJle)lOBaHlf1lX, 6hmo npe)lJlO)f(eHO ,IJ;.E3iiHOM. B CBOIlX paHHHX ny611HKaUillIX )J;.63itH paCCMarpHBaJI BXO}];HbIe 6apf>ephl KaK rtapaxrerpu crpyxrypu psmxa, xoropue nOlBOllSJWT CPYHKUIIOHHpYlOmHM aa psrmce cpKpMaM nonysars npH6f>1JIf> 6e3 npaanexeaaa HOBf>lX KORKypeHTOB. CorJJaCHO onpeneneamo )J;.63llHa 6apbep .IT)"I nxona CYIUeCTByeT, ecnu pa60Ta1OIUHe Ha pMHKe CPHPMbI MOryr B 1l01lrOCpO'lHOM nepuone YCTaHaBlIUBaTf> ueHbI asuue MHHHMaJlhHblX cpezntux H3}];ep)J(eK npOH3BO}];CTBa U noaeneHnll npOllyKIUIH .0.0 norpefiarena 6e3 CTHMYJIlIpOBaRnJl nOTeHUHaJlf>HMX KOHKypeHTOB K BXOny ua Pf>IHOK. Ilpa :nOM BhlCOTa sxonuoro 6apwpa onpenenaetcs B 3aBHCHMOCTH OT CTeneHH npeaumeaaa uesu nan MllHHMaJlbHblMH cpeJlHHMH H3.o.ep)J{KaMH, xcropue, B CBOW osepen», paCC'IHTbIBaIOTCjI npn OnTHMaJlf>HOM lIJIH MHHHMaJlf>HOM 3cpcpeKTHBHOM MaCWTa6e npOH3BOllCTBa.

)J;HCKYCCHH no Bonpocy onpe,!l;eJleHltli BXOJI.HbIX 6apbepOB 1I0Ka3aJ1H, 'ITO onpenenenne ~.b)HlIa ,1I;OCTaTO'lHO WHpOKOe H MHororpaHHoe. Kpoae roro, OHO aarparuaaer 60nhllIoe 'IHCJlO cpaKTOpOB, onpenenmounrx ypOBeHf> (nOTeHUUaJlbHOll) KOHKypeHIUIH ua orpacnesux psraxax. )J;eJlo B TOM, 'ITO onpeneneune )J;.E3llHa CCPOPMYJlHpOBaHO C yqeTOM pe3YJlbTaTHBHOCTH CPYHKUHOHUpOBaHH!I orpacnen Ii phiHKOB. OHO B paauoii CTeneHH aarparusaer KaK 6mOBbie ycnOBH!I pa3BHTIUI OTpaClIeBf>IX Pf>IHKOB, TaK H crparernvecxoe noaeneane qmpM. BnonHe nOHjlTHO, nO'IeMY onpeneneuue )J;.li3A.Ha HHlIUlIHPOBaJlO 60nbwoe xommecrBO HCClIe,1l;OBaHHll. TeCTUpyJOll(HX B3aHM03aBlICHMOCTf> CtpYKtypbl puaxa H 110- Be}];eHH!I qmpM aa psmxe B KOHTeKCTe anamna np06J1eMbI nOTeHUHaJIbHOH KOHKypeHUHH H CYIUeCTBOBaHHjI 6apwpOB sxona aa pMHOK.

I Cu.: Bain 1.S. Barriers to New Competition. Cambridge, MA: Harvard University Press. 1956; Bain 1.S. fndustrial Organization. New York: Wiley. 1958,

34

',' TeOpeTWleCKHe pa3pa60TKH ~.E3tiHa nerna B OCHOBY MeTOD.HKH 3MIIHpH'IeCKllX HCCJle)lOBaHHA, KOTopMe npOBo.o.unH )J;.E3itH H era nocnenosarena. B paeorax 1956 H 1957 IT. ~.E3llH cnenan aRMH3 HaJlWlHjI BXOllHhlX 6apf>epOB B 20 OTpaCJlJlX npOMbllIlJleHHOCTH ClllA no cirryauna ua Ha'laJIO 50-x IT. XX B. r,MaHH (H.Mann)l ,lJ.OnOJlHlIJI HCClIe)lOBaHUe )J;.63M:H3, paccaorpea erne 13 OTpacnea

)J;.E3llH, a BnOCJle,UCTBHH r.MaHH, KJlaCcHcpHunpOBaJlH sxonaue 6apbePhi B 3aBlICHMOCTH OT HCTO'IHHKa HX B03HHKHOBemUl. B npouecce 3MnHpH'IeCKHX HCCJIen:oBaHHfi 6blno auneneao 'IeTMpe OCHOBHMX HCro'lHHKa BXOllRbIX 6apbepoB. Y'IeHble C'IHtaJIH, 'ITO 6apf>epbl1I)lSJ BXO,!l;a HOBhlX CPHpM MOryt B03HHKH)'ih:

• sa C4eT a6COJl1OTHOrO npenuyuiecraa B H3}];epJKKaX (absolute cost advantages) y pa60talO1U1lX aa puuxe CPHPM npa ]II060M 06'beMe npOH3Bo.o.CTBa H peaJIH3aUHH nponysuna:

• sa cser 3KOHOMHII aa MacwTa6e np01I3BO)lCTBa (economies of scale);

.3a C'IeT .o.HcpcpepeHUUUtU-IH npOn:yKUHH n:eiiCTBYJOWHX aa pMHKe CPHpM (product differentiation advantages);

• sa C'IeT 06beMa nepBOHa'l3JIf>HMX uHBecTHUuH, aeoexonnvcro ass 06ecneseaaa BXO)]a ua Pf>IHOK (capital requirements).

TaKHM 06pa30M. 6f>lJIn paccMorpeHbl serupe Tuna BXOn:Hf>lX 6apbepOB.

B COOTBeTCTBMlI C MeTOllHtWH )J;.63HHa )lJIR BX01l:lWro 6apwpa Ka)J(n:oro THna C onpenenenaou creneuuo ycnoaaocru 6blJl YCTaHOBJleH peHTHHr: «Bhl CO KlIll» , «cpennait» HJlll «HH3KHii» B TepMlIHOllOrHH )J;Ji3llHa H «osem, cyutecrseansnl», «ysrepearro cywecTBeHHbJih;. lIJIH «HeCYIUeCTBeHHhlih B repMHHOJlorHH LMaaaa.

,UnJi )(aJKnOn KOHKpetHOit orpacmr 6blJl0 xapaxrepno HeCKOJlbKO BXOllHblX 6apbepOB pasaoro Tuna. Y'IIHblBaH B03MOIKHbie KOM6HHaWfH BXOllHMX 6apbePOB H llX B3aUMHoe nnusuue aa creneas CB060,lJ.M axona B orpacns, )J;.E3iiH asen nonarae arperarnux BXO}];HbIX 6apbepOB. B npouecce 3MnHplf'leCKHX HCcnenoaanaa )J;.E3llHa H r.MaHHa OtpaCJlH 6blJllI paaneneasr na rpynrrsr B 3aBHCHMOCTU OT BMCOTbi arperaraux BXOllHhlX 6apbepoB. )J;nJl KlIaCCHcpl-tKallHlI 6hJno npennoaceao paanauars TpH xareropua arperaruux BXO)lHbIX 6apwpoB:

l. "O"IeHf> BbiCOKHe;;. arperarusre BXO)]Hf>le 6apf>ephl, KOrlIa cymecTBYIOuiue B orpacnn $itPMf>I MOryT YCTaHaBJIITBaTb ueuy asnue MlIHltMaJlbHhlX cpenHUX Hl.n:ep)J{eK ua 10% H 60Jlee. He C03.o.aBaJl npH 3TOM CTHMyna D.JIJI axona B orpacns;

2, <<3Ha'luteJlbHhle» arperarasie BXOllHMe 6apwPbl, xorna MOlKHO, He npuBJIeKaJl HOBf>IX KOHkypeHToB, nonanxan- ueHhl aa 5-9%;

3. «YMepeHHble nnu HH3KHe;;. arperaraue axonaue 6apf>epbl, xorna MOlKHO, He onacaxcs nOTeHlUIallhHOH KOHKypeHuuH, npennarars npO)lyKUHIO no ueaaa, npeesnnaiomau MHHUMaJlbHhJe cpeaaae mnep)J(KU TOJlbKO na 1-4%.

1 Cu.: Mann H.M. Seller Concentration. Barriers 10 Entry. and Rates of Return in Thirty Industries. 1950·60 I Review of Economics and Statistics, 48 (1966). P. 296-307.

35

B pe3YJ1bTaTe 6 II3 20 orpacnett (WIll nonorpacneaj, paccuorpeauux ,[{.6)llHOM, OKa3aJ1IICb B nepsoti rpynne. Oseiu, BhlCOKHe arperaruue BXO.nHbIC 6apbcphl B )TWX orpacnsx 6bIHH 06ycnOBJIeHbI, B nepBYJO osepens, .nmpcJ>epeHlIHallIIei1 npO.nYKll,IIH. HaHMeHbIIIee BJ1llJ1HHe npa )TOM OKa3aJ10 aeccmoruoe npeuayuiecreo B aanepzocax, xoropoe, Ha060poT, 6blJlO .uOCTaTO'lHO cyniecrBeHHblM cpaKTOpOM MJI 5 "3 13 orpacneit (una nonorpacneti), nonaBIIIIIX B nepBYJO rpynny no pe3ynbT3TaM nccnenosanna r.MaHH3.

B npouecce aaanusa BXO.nHbIX 6apbepoB )],.6)MH aaen B reoplIlO orpacneBblX PbIHKOB II, COOTBeTCTBeHHO, onpenemot ztaa BaIKHblX xonuerrryansaux noIVITllJI: nousrne MaKCHM3JIbHoi1 npe.nenbHoii uensr (maximum entry-forestalling or maximum entry-preventing price) H nOHJITIIe ycnonnit exoaa (conditions of entry). MaKCIIM3JIbHaJI npenensuas ueaa - no MaKCIIMaJIbHO BbiCOKaH ueaa, KOTOP)'IO MOryT ce6e n03BOJIHTb cJ>YHKl1,IIOHIIpYlOrn:He Ha pblHKe qmpMbI, He C03- nasaa crmrynoe MJI nxona HOBbiX 4mpM. ,l.(.b3i1H rrpennortaran, 'ITO na pbIHKe YCTaH3BJlHBaeTClI IIMeHHO TUKaJl uena. Y CJIOBllJI BXOJla upH )TOM onpe.neJIJlIOTCH KaK npouearaoe npeasnuenae MaXCIIMaJIbHOll npe.neJ1bHoti ueHbI Hall MIIHHMaJlbHblMH cpe.nHHMH H3.nep1KKaMH paooratounrx ua pblHKe tlmpMI. YCJlOBHJ1 sxona cpaKTll'feCKH JlBJI.!!.IDTCJ1 Mepoit sucoru BXO.!l.HbIX fiapsepoa MJI KalKJlOrO KOHKpeTHoro PbIHKa.

0PHHUlinHaJIhHO Ba>lrnO, 'ITO MaKClIMaJIbHM npeJleJlbH3J1 ueaa II ycnosas axona - )TO napauerpsr, xapaxrepmyiourae CTpyKTypy pbIHKa B nonrocpo-moa nepnone, He33BHClIMO OT TOro, KaKHe ueHhl 6blJIIJ YCTaHOBneHbI ua puuxe B xparkOCPO'lHOM nepaone, Ilpn 3TOM MaKCHMaJIbH3J1 rtpenern-naa uena npenonpenenseTC.!!. KaK 06"beKTHBHbIMII 3KOHOMIftleCKlIMH yCJIOBHJ1MH naaaoro psnnca, TaK II cy6beKTlffiHbIM $aKTOpOM - B 3rtBHCIIMOCTli OT crparerxsecsnx peweHllll $UpM, JKeJIaIOWHX BOItTH ua purrox. ECJIH norenunansssre KOHKypeHTbI C'IIiTalOT, 'ITO nOCJIe HX scrynneaas aa PblHOK OHH 6YD:YT soaneseau B IKeCTKYlO ueHOB)'IO 1I0tl:ay, TO lIX roTOBHOCTb K BXO.1I)' OKalKeTCJl HII3KOA. CJIe.nOBaTeJIbHO, ypoeens MaKCHMaJIbHOA npe.n:enbHoll ueHb! .LIMmeH HMeTb renneaumo K YBeJTWfeHHlO no Mepe poem nCCCRMH3Ma nOTeHUlIaJIbHblX KOHKypeHTOB OTHOCHTeJIbHO YCJIOBIIll KOHKypenruort 60Ph6bl nocne lIX BXOLIa ua PblHOK.

Kouuerums MaKClIMaJ1bHOfi npeLIeJIbHOH uena nerna B OCHOBY MOLIenl1poBaHHJl 1I )MnllpH'IeCKWX HCCJIe)]OBaHHll nOBe.neHlIJI $HpM B ycnosnax nOTeHUH- 3JlbHOll KOHKypeHUHIl. Cyuiecreeaasrri BKJIa.n B peurenne npofinev MOn;eJIHpOBaHllJI crpareraxecxoro noseneaas 4JHpM aa OCHOBe KOHueOUHH MaKCIlMaJIbHOfi npenensuoji ueHhl npa HaJIH'I1l1i yrp03b1 BXOJla HOBblX KOHKYpeHTOB aaecnn O.CaitJIoc-JIa6IIHl-I (P.Sylos-Labini), ,l.(.raCKHHC (D.Gaskins), ,l.(.6xarsaTli

I YCTaHOBlIeHHe \leMhi C HuoaaKolt (markup pricing) - OrulH H3 npllHIlJInD1I uenocripasoeairas 110 npmnnmy: «H1lI.eplKKI1 I1I1IOC lIaKHllKa». KOTOPbJi1 nocrarouno WHPOKO np"MeHHeTC.II 110 MIlOrllX crpaaax B yC110BIlJlX pblHO~HbiX OTHoweHH 1\, B TOM 'lHC11e TaM, r lie yposeus MOHon011H3aUHll )lOCTaTO'lHO BbICOK. 8 CBOIlX nuoaepcsnx 'teope tuaecxax HCC11eJlOBaHllJ!X )l,.b3f1H .ll)l!! npOCTOTbI ftHaJ]113a npllHH11 npennocsraxy, 'ITO nencrsyioume ua pMHKe 4mpMbl 1\ IlX norenuuansnue KOHKypeHThI naxonarcs B OIDlHftKOBhlX ycnoausx no cnpocy H lf3JleplKKaM npOI13BOllCTIla.

36

(J.Bhagwati), tb.MO)]IfJlblIHU (F.Modigliani), fI.KaMbeH (M.Kamien), H.llIBtlpU (N.Schwartz) U .upyrHe cnemtanacrsr B 06JIaCTH orpacnesux pblHKOB.

,l.(aHHa.!!. KOHUenUHJ1 BO MHOroM nOJIOIKHna Ha'laJIO orxona OT rocnoncrsoBaBwei1 B )KOHOMH'-IeCKHX llCCnen;OSaHlI.!I.X KOHuenUHlI paUIIOHaJIhHOrO rroseaeHHJI npoasaonnrenen, MaKCIIM1I3HP)'IOIIUIX 0PJ.l6blJlb. O.nHaKO HOBM KOHUenUU.!!. ooycnoanna nononmrrensnue np06JIeMbi B npouecce MaTeMaTll'leCKOro Mo.ueJ1HpOSaHllJI nOBe.n:eHHK $UpM B ycrroaasx nOTeHIJ,UanbHOii KOHKypeHUUI1, KaK B CTaTHKe, TaK H B .nI1HaMIIKe H, npelK.ne scero. TpY.!l,HOCTH MaTeMaTH'leCKoro npencraanenas uenesoa CPYHKUUU, sanatoutea crparertrsecsue uenn cJ>UpM.

P33BlITJ.le orpacnesux PblHKOB B POCCJ.lII, BXOil: na POCCUllCKHe phlHKH 4mpM II3 3ana.nHOil Esponu U CWA, a raiose BblXOJl poccancxnx $UpM aa aapy6eIKHbie pbIHKU cztenamr aKTYaJIbHblMII .nJIJ1 aHaJIII3a 3KOHOMIftleCKHX npouecCOB B POCCH!f aonpocu MOLIenUpOBaHlI.!I. crparerrrrecxoro nosenenaa <jlHPM B ycnOBlI.!I.X nOTeHUHaJIbHoi1 KOHKypeHullH. Ilonsrncn nocrpoenas 3KOHOMHKO· MaTeMaTIftleCKHX Mo)]enefi H opraaasauun 3MnllpH'-IeCKHX nccnenosasart noxa- 3aJIH, 'ITO OnbIT npOBeJleHllJI IICCJIellOBaHuIt B crpanax MHpOBOro cootiurecrsa, 6e3YCJIOBHO, BaIKeH M.!!. POCCllH. Ilpn )TOM, ouesanno, 'lTO MJI nOJI)"feHH.!!. 060CHOBaHHblX BbiBOllOB OWYIUaeTCJ1 HeXBaTKa CTaTHCTU'leCKHX nannux, orpa)l(alOWWX pa60TY $HpM B poccaacson )KOHOMIIKe, If BeJIIIKa nona 3KcnepTHbIX oueaox B npouecce nonY'leHII.J1 peaynsraroa auanusa cmyaIJ,HA aa POCCHi1CKUX PbIHKax.

.C

llpu/lo:HCeuue 2

Bonpocsr HCCJle.[l:OBaHHH CTpaTeI'H'IeCKOrO nOBe.[l:eHHH c(mpM B YCJlOBHHX nOTeUUH3.rrbHOii KOHK)'peHQHH

Pa3BlITUe orpacnessrx PbIHKOB B POCCHJI, BXOll, na poccancxne PblHKJ.I $upM H3 3ana.uHoA Esponsr II CWA, a TaKIKe BbIXO.n: POCCIIllCKUX $upM aa sapy6eIKHbJe pblHKH cnenann axryansnsnan aonpocu IICCne.nOBaHII.II crparerasecxoro noaenenas cJ>UpM B YCJIOBWJX nOTeHUU3JlbHOii KOHKypeHlIuII. Pa3BHTlIe nOTeHUH3JlbHOM KOHKypeHUlIH 3aCTaBJIJ1eT 4lUpMbI paspadaruaars ueaosue It neueuoaue CTpaTeruH, npensrcrnyiourae BXO.uy na PblHOK HOBblX KOHKypeHToB.

B OCHoBe pa3pa60TKU MHornx ueaonux CTp are rni1 , orpaaasasaroumx BXO.u na PblHOK, J1elKaT reoperaseckue MOllenli JIIIMHTHpYIDwero ueaooepasoBaHHH. MOlleJIH JIHMIITupYlOwero ueHo06p330BaHH.!!. nOMOr3lOT npOaH3J1H3HpOears ueHOBYlO n0J111TUKY cJ>YHKUHOHUPYlOmHX na pblHKe cJ>UPM B YCJIOBII.J1X yrp03b1 sxona ncreauaansasrx KOHKypeHTOB. B paHHHX MOlleJ1J1X JIIIMHTHpylOrn:ero lIeHo06pa30BaHII.J1 paCCMaTp"BaeTC.!!. crparenrsecsoe B3allMo.nei1cTBlie <jlHpM B pasrxax OJiMronOJIHH Hnn, KaK Kpai1HHA CJI)"Iai1, npUH1ITHe peweHHH B ycnoBWIX MOHOnOJIHH. Ilpu 3TOM npUWITHe pemeuan 6a3l1pyeTC.!!. aa KOHuenUHU MaKCHMaJIbHOll npeaensuoa uemr, T.e. MaKClIMaJIbHO BblCOKOll uernr, KOropYJO

37

MOryT ce6e n03BOJIHTh ¢IYHKUHOHlIP)'lOlllHe na psnnce qmpMbI, He coaaasaa CTHMYJIOB DJlH BXOna HOBldX KOHKypeHTOB. Kpoae 'roro, rrpHHHMaeTCH npennocsrnsa, 'ITO paooraioume aa psnrse «mpMbI cnocooasr KOOPlll-lHlIpOBaTb CDOM neikTBHjJ no TaKOit: crenena, 'ITO npa yrp03e axoaa na psnrse MOlKeT 6blTl> ycTaHODJIeHa COrJlaCOBaHHaJ! PbIHO'IHaJ! ueaa,

EcJlH cornacosaanaa ueaa OKalKeTCH BblIIIe MaKCHMaJIbHOit: npe.ueJIbHOH uensr, TO nOHBHTClI CTHMYJI IUIH axona aa P1>IHOK HOBbiX ¢IHpM. CJlenOBaTeJIbHO, puuounas nona pa60TIlJOlJ..IHX aa pblHKe cjmpM MOlKeT CTaTb MeHbwe. Ilpa 3TOM HX npH6bInb B nonrocpoxnoa nepHOlle TaKlKe YMeHbWHTClI. ECJlH cornacoaauHaJ! ueua 6YlleT qyTh MeHbwe M3KCHMaJIbHOfi: npelleJIbHoi1 ueasr HJlH pasua ell, TO BXOll aa PbIHOK CTflHeT HeBblro)lHbIM .!I)lll nOTeHUHaJIbHblX KOHKYpeHTOB. <I>YHKUHOHHp)'lOmHe aa psmxe «mpMbl csroryr no-npexnevy nOJI)"IaTl> nOJIO:lKIITeJ1l>UYIO npll6bInb B .nOJIrOCpO'lHOit: nepcnexruse. Teopna JIlIMlITHp)'lOlJ..Iero ueHo06pa30BaHlIlI OKa3bIBaeTCH 3¢1«leKTHBHbIM HHCYpYMeHTOM ~OpMHpOBaHHlI uenoaon nOJIHTHKH yTl~epJlHBIIIHXClI aa p1>lHKe ~UPM TOJlbKO B TOM cnysae, KOrna cyurecrnyer B03MOlKHOCTb 3«l~eKTHBHO cnepaomars BXO.n aa PblHOK.

C .apyroiJ: CTOPOHld, CYpaTerHH «l"PM, JKenaJOWHX BOHTH aa PbIHOK, MOlKeT 6ldTb ycneuiaoa nann, B TOM cnysae, eCJIH OHlI npaBlIJIbHO OueHlIJIH B03MO)Kasre .neiicTBlIlI yraepaaaumxcs na psurse «lHPM nOCJ1e axona HODblX KOHKYpeHTOB. l{eM asiure OKalKeTCH yposens npelUlO)KeHlIlI 'roaapa nOCJIe sxona ua PldHOK HODblX «llIPM, TeM HH}I{e ynaaer PblHO'lHaJ! ueaa. 3Ha'lIlTeJIbHOe naneaae puHO'lHOit ueHbl MOlKeT 61>1Tb ry6HTeJIbHO lUlH nOTeHUHaJIbHldX KOHKypeHTOB, KaK, BnpO'leM, H ,!LJIjI scex ~HPM aa puase.

<I>YUKUHOHHpyrolillIe aa pblHKe ~HPMbl MOryT npnnep:lKHBaTbClI pasnux CTpaTerHH nocne axoaa na PblHOK HOBblX «lRPM; OHH cnocotiasr coxpauirn, .uOCTHrUYTldR paaee ypoaeas npOH3Bo.nCTBa H peamoatunr nponyKllHlI, MOry; yaeJIlI'IHTb o6"beMbl rtpomaoncrsa npH HaJIH'llilI He3a.neHCTBOBaHHldX npOH3BonCTBeHHbIX MOIQHOCTeR lIJIH, Ha060pOT, CHH3l1Tb rrpennoxeane TOBapa. OOJlbWHHCTBO pa60T B 06J1acTlI JIHMlITllp)'lOlIlero ueHo06pa30BaHHH 1I0CJle.n;OBareJ1bHO pa3BlIBalOT HlleR HTaJIl>HHCKOro 3KOHOMlfCTa n. Caanoca-Jlatianu I. HMeHHO n.CaHJloc-JIa61IHlI, nponorosas HCCJle.n;OBaHHSI .ll.Ei)RHa, Bbl.LIBlfnyn npe.n;1l0J10- )KeHlfe OTHOCHTeJlbHO crparerasecxoro noeeneaas «lHpM, pa60TalOlJ..IlIX aa psrnxe B ycnoaaxx onarononaa, Ilpennonoxeaae DO MHO rOM aHaJIOrH'lHO npe.nnOC1>IJIKaM KnaCCH'leCKOR MOlleml OJ1HrOnOJIIiH Ky'PHO H H3BeCTHO cneuaaJIHCTaM, KaK nocrynar Cattnoca-Jlafinna.

Ilocrynar CaiJ:JIoca-JIa6HHH BBOll,lIT B MOneJ1" JIIiMHTupyromero ueaoofipa- 30BaHHlI CJ1eII)'lOll.I)'lO npennocsmxy. $YHKUHOHHp)'lOlJ..Ilfe sa puase «lHPMbl 6y.uyT IlOll.llep:lKHBaTb .nOCTlIrHYTbIM paHee ypoBeHb npOH3BOnCTBa 1I peanH3aUHH nponyxuan nocne sxoaa na PblHOK HOBblX «lllPM, H nOTeHUHaJIbHble KOHKYpeHTbI

I Sylos-Labini P. Oligopoly and Technical Progress. Cambridge, Massachusetts: Harvard University Press, J 962.

38

'IHaIOT 06 "JTOM. B YCJlOBHHX nonHoM HH$OpM3lUI1f 0 caryauan aa pldHKe nOTeHuuansusre KOHKypeH1b[ cnocotiau ouenars, KaK H3MeHHTClI COBOKYDHoe npeano">KeHHe rosapa nOCJIe HX sxona aa PbIHOK, KaK CHJ1bHO MOlKeT CHH3HTbCH PbIHO'lHall ueua 1I, COOTBeTCTBeHHO, liMeeT nH CMblCJI nenars nOTlbITKY BoihH aa pbIHOK. C llpyroH CTOpOHbI, ~UPMbl, pa60TaJOWHe aa psnuce, npu .naHHoiJ: npennocsmxe MOryT cornacosars H YCTaHOBlITb rexyuryto psraouayto ueuy sa T3KOM ypoBHe, 'IT06bl npenorepanrrs nOllBJIeHHe HOBbIX KOHKypeHTOB.

B npnnuune rtocrynar CaRnoca-JIa6HHH MOlKeT 6b1Tb IICnOJIb30BaH IUIlI aaamna JII06011 curyauaa na pblllKe OJIlIronOJllIlI. OnHaKO 'IalJ..le scero OH npu-

.. ~ MeHHJIClI B cnyxasx, xorna HCroqHHKOM BXOllHblX 6apbePOB cnylKlIJIa 3KOHOMHlI aa MacwTa6e npOH3Bo.nCTBa, a HOBbie «lllpMbl paccssrrpusann B03MO:lKHOCTh

J' BXO.!la na PblHOK C llOCTaTO'lHO BblCOKHM ypOBHeM BblnycKa. Flonofiasre cny'lall B onpeneneaaon CTeneHH 6blJIlI npOaHaJIH3HpoBaHbI B paoorax )1,.6)MHa H Il.Caanoca-Jladuaa, HO 0606rueHbi B H3BeCTHOM cneWlaJ1I1CTaM paoore <I>.MOllllJIbHHH1.

AHaJIH3 MOlleneii fb.MOllHJIblIHH noxassraaer, 'ITO npoueuruoe npessnueHHe MaKCHMaJIbHOM npe.aeJIbHolt ueHbI HaJ!. KOHKypeHTHOH ueson, onpelleJIlleTCH TpeMH napaaerpaau ~ ypOBHeM MlIHHMaJIbHOrO )~«leKTHBHoro 06beMa npOH3- aoncrsa, KOHKypeHTHblM ypOBHeM npOH3Bo.uCTBa H nOJlO)KHTeJIbHO onpenerreunon ueaosoti 3J1aCTWlHOCTblO cnpoca, Ilpa )TOM, KaK rrpaanno, BXOiJ.Hble 6apoepbl CTaHOBSlTCH asnue, npouearuoe npessnneuue MaKCUMaJIbHOil npenensaoti uenu aaa KOHKypeHTHoH ueaon 60JlbWe, a, 3Ha'lHT, YBeJ1H'1lIBaeTCH cau ypoBeRb MaKCHMaJIbHoit: npeaem.aoa UeH1>I, eCJIM BbInOJIHHeTClI, no Kpafi:Heii xepe,

OnHO H3 cnenyroruax -rpex YCJ10BHJ:i:

1) eCJ1H B03pacTaeT MIfHHMaJlbHblii "J~«leKTlIBH1>Iit ypOBeHb npomaoncrsa Hnll ero nOJ1l1 B cOBoKYnHoM 06beMe BbiITyCKa KOHKypeHTHOH OTpaCJIH;

2) ecnn YMeHbwaeTClI n0J10:lKlITenbHO onpeneneunas ueaoaas "JJ1aCTH'IHOCTb cnpoca B TO'lKe, COOTBeTCTBYJOwefi KOHKypeHTHoMY 06beMY asmycxa npn KOHKypeHTHOfi ueae:

3) eCJIlI nOHH)KaeTClI 06beM npe.!l)lO:lKeHIflI KOHKYPeHTHotl orpacna.

Teopaa JlliMlfTHpylOruero neaoofipaaosaaaa, npeanaratomas ueuosue CYpaTeruu, orpauaxnearoume BXOll aa PblHOK, llOCTaTO'lHa crportsa, Oanaso OHa npeanonaraer pllll cepsesnsrx norryureuutl, soropue He scerna BbIllOJ1HHIOTCH B rrpasmxe ~YHKUlIOHupoBaHIflI orpacnen u pblHKOB.

Ilpn nposeneunn nOJIlITHKlI ueHo06pa30BaHHH, orpaaauaaaioutero BXOll, na P1>lHOK, CYllleCTBYlOlIlHe B orpacnn $HpMbl CTaJIKIIBalOTClI C Pll.nOM Tpy.n;HOcreii, nO"JTOMY naorna B03HHKaeT sonpoc: CTOHT J111 npHMeHHTh TeOplllO JIHMHmpytourero ueHo06pa30BaHHH aa npaxrnxe. PaCCMOTpliM HaH60JIee THnH'IHble npo6neM1>I, CBH3aHHble C peannaauaeit reopna nHMHTHpYJOlJ..Iero ueaooopasoaaHlIlI B npouecce crparenrsecsoro B3aHMo.neiJ:cTBIflI ~HPM aa psmxe.

1 Modigliani F. New Developments on the Oligopoly Front II Journal of Political Economy. 1958. Vol. 66. P. 115-232.

39

Bo-nepsux, '1T06b1 onpenenurs ypOBeHb MaKCHMaJlbHOll rtpenem.aon ueHbI, CYIlIeCTBYlOillHe na pblHKe qmpMbI llOJIJKHhI HMeTb llOCTOBepHYlO IfHcjJopMalJ,1llO 0 cnpoce H 06 yCJIOBlI.IIX no H311epJKKaM npo Jt3BOllCTB a. Ha rrpaxrnxe cjJHPMhI '1aCTO He pacnonarator raxoti lIHcjJopMau.neit H llOJl)J{Hbi llellCTBOBaTl> MeTOllOM npo6 1I OIIIu60K. Ho, naxe HCnOJIb3YJI MeTOll npo6 U OIIIlI60K, cjJllPMbI He 06J13aTeJIbHO ll06blOTCJI )J{enaeMoro pe3ynbTaTa."" 'i ,.~.",'"

ECJIH B pe3ynbTaTe HenpaBHJIbHoll oueHKH CHTYaUHH 6yllYT Ha3Ha'leHbI CJIHIIIKOM BblCOKHe uensr, KOTopble npHBneKYT na PbIHOK HOBhlX noreauaansHhIX KOHKypeHToB, TO YTBep.uHBIIIlIMCJI aa pblHKe 4H1pMaM npunercs C 3TlIM CMHpllTbCJI.···",

C npyroa CTOPOHhI, uena MOJKeT 6b1Tb ycraaoaneaa HHJKe YPOBHJI MaKCHMaJIhHOI1 npelleJlhHOll ueasr, B )TOM cnysae y nOTeHUHaJIbHhIX xonxypetrroa HeT CTHMyJIOB K BXO.uy, T.e. YCTaHOBJIeHHbIe 6apbepbI n03BOIDllOT 3cjJcjJeKTHBHO cnepacaaars BXOll aa pbIHOK. Ho TOnIa 4JYHKU,llOHHpyIOIUHe B OTpaCJIH q:.HpMbI He CMOryT 06HapYJKHTb, 'ITO HX ueHbl CJIHIIIKOM HH3KH H n03TOMY JlBJIJIIOTCJI npfIqHHoi1 COxpatueuas HX npIT6b1JIH.

BO-BTOPbIX, TeOpHJI npennonaraer, 'lTO $YHKU,llOHll.pyroWlle ua pbIHKe $HpMbI MOryr KOOPllHHHpOBaTb CB0l1 lIellCTBllJI. l.iTo6b1 MaKCHMaJIhHaJI openensaaa He H3MeHJIJlaCb, OTpacJIeBoA BhllI)'CK nponyxnaa llOJlJKeH YllepJKHBaTbC.II Ha onpe.ueJIeHHOM ypOBHe (Ha ypOBHe npelleJlbHoro cOBoKynHoro 06beMa BblII)'CKa). 3T0, B CBOlO osepens, 03 aasaer, 'ITO llOJlJKeH 6blTb 3aKJllO'IeH HeKOropun norosop (np.llMOH HJlll. onocpenoaanauti) 0 pa311e11e pbIHKa TaK, '1T06bl COBOKYnHbllt BbllI)'CK pa60TalOIUlt.X B OTpaCJIH q:.HPM nonaepxasan MaKCllMaJIbHYlO npenensayio ueny ua nOCTOJlHHOM yposue.

COBOKYnHhIlt orpacneson BbllI)'CK '1aCTO OKa3bIBaeTCJI JlH60 CJIHIIIKOM BbICOKHM, JUl60 C11HWKOM HH3KlIM no CpaBHeHHlO C BeJllf'lIt.HOH cnpoca OPIf YCTaHoBnennoa aa punxe uene. TaKHM 06Pa30M, 6blBaeT CJlOJKHO .u0611TbCJI JKeJlaeMOrO COBOKYIlHOro aunycxa OYpaCJIlI, B '1aCTHOCTll, eCJIH pa60TalOWHe B orpacnn ¢mpMbl CIt.JlhHO Pa3JIfIqafQTC.II no J.f311epJKKaM. EC11H yrsepnaatuauca aa pblHKe cjJHPMaM He YllaCTCJI 1l0rOBopHTbCJI 0 pasnene psrasa, TO, no seen BepoJiTHOCTH, crpaTeruJ1 Bbl60pa MaKCHMaJIbHOll npenem.non ueau rtoreprnrr cjJHaCKO.

Tperss np06JIeMa CBJ13aHa C npennocunxoa 0 lleHCTBlllI nocrynara Cai1- 11oca~JIa6HHH, KOTOPhlfi cjJaKTH'leCKll npeanonaraer lI3BeCTHYlO MJ1 nore HUllansaux conepunxoa CTa6HJlhHOCTb noaeneuna cjJYHKWIOHllPyIOIUHX ua psmxe cjJHPM .ua)J{e nOCJIe BXO)la aa pbl HOK HOBbiX KOliKypeHTOB.

C OlIHOH CTOPOHbl, B03HHKaeT COMHeHlle; JleilCTBHTeJIbHO nl1 YTBepJlHBIllHeCJ1 ua puuxe cjJHpMbl 6y ztyr nonnepauaars llOCTHrHYTblH paaee yposem, npOll3BOJlCTBa 11 peaJIH3aUHH nponyxuaa nocne BXOJla na PblHOK norenunansHblX KOHKypeHTOB. C llPyroi1 CTOpoHbl, HenOHJ1THO, no-teay noreauaansnsre yqacTHllKH pbII1Ka llOJIJKHbI lleJIaTb COOTBeTCTBYlOllIee npennonoxeaae 0 crparernxecxoa noseneaan CYllIeCTBYlOIUllX aa psraxe $llpM.

.1

40

BnOJIHe peansno cnenars npyroe npellnOJIOJKeHlle, 'ITO $YHKll(10HHPYlOume aa psraxe qmpMbI COKpaT.IIT aunyc« npOllYKQllll nocne sxona HOBblX KOHxypenroa, r.e. He CTaHYT 3aYpYllHJ1Tb HX BXOll ua puaos. 3T0 6b1Jlo 6h1 fionee '1eM BepOJ1THO, ecrm 6hl aa axon npereanosann 60JlhIIIHe no pasuepy cjJHpMbl, npanepacasaroumeca crparernn llHBepCHcjJHKaUllH csoea nesrensnocra. Bellb BXOI1: aa PhiHOK llllBepCllcjJHlwpOBaHHOH cjJUpMbI npellOTBpaTllTb ropasno rpynaee, '1eM BXOll HOBOit CneUllaJIll3HpOBaHHoA q:.HpMhl. Topnenaposanae sxoaa MOJKeT He TOJIbKO He OCTaHOBHTb )lI1BepCHcjJHUllpOBaHHYIO cjJHPMY, HO TaKJKe aacrasnrs ee acryrnrn, na II)'Tb ueuoaon BOHHbI, KOTOpa.ll MO)KeT CTaTb y6b1TOQHOH KaK .umI caMoR llHBepClI$H1.{HpOBaHHoH cjJUpMbI, TaK 11 MJI yTBepJlllBIllHXCSI aa psunce cjJllpM.

C npyroti CTOPOHbI, Ha060pOT, cjJYHKUHOHHpyIOIUlle na pbIHKe cjJllpMhI MOryr pacuntpnrs BblnYCK npollyKUllll cpasy nOCJIe exona HOBblX KOHKypeHTOB. Ellie onaa B03MOJKHall crparerna patioraroumx ua pblHKe cjJUpM - 3TO CTpaTerHJI yrpoasr xautamecxoro ueHo06pa30BaHI1J1. Tasas cYpaTerllil MO)KeT 6blTb pe- 3YJIbTaTHBHOH He TOJlbKO no OTHOlUeHIf}Q K He60JIbUillM cjJlfpMaM, HO TaKJKe 11 no OTHOUlel:UUO K lHiBepcHlPll1.J;HpOBaHHbIM KOMnaHI1J1M. KaK npaBH1IO, KpynHhle KOMnaHim paCCMaTpHBaIOT HeCKOJIbKO ansrepaaruensrx BJIO)J{eHHU KanHTaJla. Cnenoaarensao, crpareras yrposu MOlKeT aacrasart, rtoreaunansnoro KOHKYpetrra cnenars BbI60p B nOJIb3Y npyroro sapaaura KanllTaJIOBJIOJKeHHI1.

COMHeHUJ1 OTHOCHTeJlbHO OJKll.!laeMOH peaxuna cyuiecrsyiouiax B 0TpaCJIu 4JHpM aa BXOll HOBbIX KOHKypeHToB HaBOllJ1T na MblCJlb, 'ITO na npaxruxe, eCJIH BXOll .ueHcTBHTeJlbHO npousonner, TO MOJKeT CJIY'lllTbC.II see, 'ITO yronuo, Ecnu yraepnneumeca aa pblHKe 4JlfpMbl nosenyr ce6J1 arpeccnaao, TO uenu MoryT CHH- 3HTbCJ1 no YPOBWI MHHHMYMa cpenaux 113)lepJKeK HOBblX ¢lllpM. C Jlpyroll CTOPOHbI, B03MO)l(HO, 'ITO B CH1IY raaaoro crOBopa ueHhI COXpaHllTC.!I. na npelKHeM yposae llJIH ll,IDKe YBeJIll'IaTCSI. Bezu, HOBbie yqaCTHHKH phlHKa C 6011bIIIlIMH cpeaHlIM" IHlleplKKaMH (aanpuaep, aa C'IeT spyrnrsrx pacxonos ua peKJIaMY CBOen nponyxuan) npenno-rryr, '1T06bI ueHbl 6blJlH suure, a cYIIteCTBylOIUlfe ua phlHKe cjJHpMbI BnOJIHe Moryr C HHMH comaCHTbCJ1. B caMOM nene, BbiCOKHH ypoaem, uea MOJKeT OKa3aTbCj( BhlrOllHhIM )l1I.!I. scex, BKJI}Q'laJ1 HOBblX KOHKYpeHTOB, B TOM crryxae, eCJIH He opeJlBHJlHTC.II HOBblX nOTeHUHaJlbHblX KOHKypeHTOB.

B-'1eTBepTbIX, JI"MHTllpYlOIUee ueaoofipasoaaane He .IIBJI.!I.eTC)) 3I)cjJeKTIt.BHolt crparerueii B llBYX Cl1Y'IaJ1X: n"60 xorna 6h1CTPO YBeJIH'illBaeTCSI cnpoc, 11"60 xoraa nOaBJIJ1lOTCJ1 cepsestrue HaY'IHO-TeXHH'leCKHe llOCTHlKeHHJ1. C onHOH CTOPOHbI, 6b1CTPO H3MeHJ1IOIItHeC}I YCJlOBHJI npOH3BO)lCTBa 3aTpy.uHJIlOT pacxer MaKCHMaJIhHOH npenem.non ueasr, TaK qTO OIIIll6KH HeH36elKHhl. C npyroii CTOPOHbI, 6b1CTpOe B03pacTaHHe cnpoca CTaHOBHTCJ1 cepsesnua CTllMYJIOM K BXO.uy HOBbIX, TeM 6011ee 11I1BepcHcjJHullpoBaHHhlx, cjJUpM. K TOMY )J{e, HOBbie I)IlPMbl MorYT ofinanan, cyurecreennsrran rexaauecxnan H HaY'IHblMH paapa- 60TKaMI1, 'ITO n03BOJIliT HM YCOBepIlleHCTBOBaTb npouecc npOH3BOllCTBa Ii noCTaBJlJ1Tb na PblHOK TOBaphl JJYqwero xaxecraa no 60Jlee H1l3K0i1 ueue. B )TOM

41

cnysae crpareras JlHMIITIIpYlOmero ueHo06pa30BaHWI HeMHHYeMO norepnar $l1aCKO.

Ilpn ananase noreuuaansuon KOHKypeHl.{lI1I CYpaTeml! JllIMHTHpYIOll(ero ueaootipasosanus KOHKYPlfPyeT C HeueHOBblMH CTparerIViMII, orpammnaarollI,lIMlI BXOn: aa pbIHOK. Heueaossre crparernn, npensrcreyionme BXOn:y B OTpaCJlb, KaK npasuno, C03n:aIOT sxonaue 6apbepbI sa C'IeT 06beMa nepsouasansHbIX HHBecTHWfll, He06xoJUIMbiX Ml! 06ecne'leHHl! BXO.ua na PbIHOK, " npennonararor TaK naasmaevue aeofiparnuste MO)KeH".!!, xoropue .uon)KHbl cnenars He TOJlbKO noreauaansnsre KOHKYpeHTbl, HO raxsce yTBepJI.lIBlITHeCl! aa pbJHKe $IIpMbl. B03HHKaeT sonpoc 0 UeJIeC006pa3HOCTH Heo6paTlIMbiX BJlO)KeHHA.

,LVIl! HJlJlIOCYpaUHII paCCMOYpHM cnenyioutntl npOCTOH npliMep. IlpennonO)KHM, 'ITO aa pblHKe paficraer onaa q,llpMa, MOHOnOJlbHall np1l6blJlb KOTOpoA COCTaBmleT 1tn'lon' nYCTb cym.eCTBYIOT npennocsmxn K BXOJzy na PblHOK HOBblX KOHKypeHTOB. GTo6bl noueurars BXO.uy aa pbIHOK, $HpMa-MOHOnOJlHCT AOJI)KHa oCYllleCTBIITb 3aYpaTbi B pasuepen, aanpnaep, aa pacmupeHHe MomHOCTeH. ECJlH 3TH sarparu He 6yJzyT ocyutecranetru, TO BXOA npOH30AAeT 11 MOHOnOJIbHall npH6b1nb CH1I3HTCl! JI.O ypoaus (1tmon - 1tN), me 1tN - O)KII,1laeMal! IIPH6blJIb ncrenuaansnoro KOHKypeHTa B cnysae ero npOHHKHOBeHlli1 na pbIHOK. ECJIH paCXO,1lbl 6yJzyT cnenanu, TO q,YHKUl1oHHp)10111al! aa pblHKe qlHpMa nonysnrr npH6blJIb B pasuepe (1tmQn - a). 3TO osuasaer, 'ITO MOHOnOJIliCT 6y.ueT ocyuieCTBJI.!ITb BJIO)KeHlIl! B neuenoaue 6apbepbl .!lO Tex nop, noxa 1tmon - ex > 1tm - 1tN' Ilpn TaKOM ycnosnn eMY ssrronaee BKJla1l,bIBaTb CpeJI.CTBa (B03MO)!(HO, nenars Heo6paTHMble BJIO)KeHlIlI) B C03n:aHHe BXOll,HblX fiapsepos, aexcena Cor.naCHTbC.!I co CHH)KeHlIeM npH6bIJlll B peaynsrare soapocurett KOHKYpeHUlHl.

$YHKllJlOHlIpyroll(lIe ua puaxe q,IIPMbl CnOC06Hbi npenorapartrrs axon Jl1l60 C noxounao BXOll,HbIX 6apbepOB, JIHGO nyrex nCHXOJIOfH'leCKoro naaneHill! aa 6YJI.ymllX KOHKypeHToB, aacrpanaas lIX aa neCClIMHCTlI'leCKlIii nan, Ilpenorapauias BXOll, na PbIHOK, $UpMbl CrapaIOTC.!I saunrnrrsca OT yrpossr B03- paCTaHHH KOHKYpeHQUII C uenuo ofecne-nrrs ce6e CTa6UlIbHOCTb H MOHOnOllbHO sucoxyio npU6blJIb B ll,OJIrOCpO'lHOM nepnoae. B 3aBHCUMOCTH OT YCJlOBHH q,YHKQHOHlIpOBaHlI.!I OTn:eJJbHbiX orpacnen n PblHKOB M.!I peanmauna nOCTaBnennstx ueneH MO}!{HO npUll,ep)!(UBaTbC)J pasnux crparernn. Hanconee H3BeCTHLI cnenyromae ueuenoasre CTpaTerHIJ:

• crparerna C03ll,aHlI.!I H36blTO'lHbiX npOlf3BOllCTBeHHblX MOillHocTeit.;

• CYpaTerlI.!l pasaeprasauas peKJlaMHOil KaMnaH"" H pacnpocrpaaenaa npo llY KI.{lIU;

• crpareras nonyneaas "peHMYllIeCTB sa cser ncnonsaoaaans naTeHTOB H JlllueH3l:1li;

• crparerus npeaxymecraa nepsoro xona.

Haaecrmum B U36bITO'lHbIe "POIl3BOllCTBeHHble MOlliHOCTH qaCTO .!IBJI)JIOTCH aaumroti OT npOHlIKHOBeHlli1 aa PblHOK HOBblX qmpM. fuel! pa3pa60TKI:I

42

crpareraa C0311amUi H36bITO'IHLlX npolf3BOll,CTBeHHblX MomHocTeit npmranne}!(HT A.CneHC/. EblJIO nO.QMe'Ie HO, 'ITO aa npaKTIIKe $HpMbl qaCTO C03ll,a1OT H36bITO'lHble np0I13Bon:CTBeHHble MOlUHOCTH, onepexaioume yposeas CIIpoca B nepnon nonsexa, HO B nepaonu cTa6HJlH3aUHII lInli cnaaa 3TH MOm.HOCTH npoCTaHBaIOT. TaKlIM 06P330M, OHH MOryr cnY)KlfTb IICTOqHHKOM sauurru OT npoHHKHOBeHI1)! na PblHOK HOBbiX $lIpM.

Ecnn cymecraytoume aa pbIHKe q,HpMbI 06JIan:a1OT H36bITO'lHhIMH npOH3- BOllCTBeHHbIMH MOmHOCTHMlI no cpaBHeHlDO C reKYWllMH Tpe6oBaHlI.!IMH cnpoca U noreuuaansuue KOHKypeHTbl 06 3TOM 3HalOT, TO $aKTlI'leCKII OHH nonysaior caraan, 'ITO npa yrpoae axona yrnepnaaumeca aa punxe q,HPMbI yaemrcar o6beM asmycxa sa cxer ueaaaeticraoaaanux IIPOH3BO.!lCTBeHHblX MOIQHOCTeii. A TIO oaaa-raer, 'ITO sarparu, «oropsre He06xo.uUMbl M)! BXOJI.a aa PbIHOK, OKIDKYTClI npaxruneceu HeBOCnOJlHlIMblMU. B lIaHHoli C"TyaUHlI BXOJI. aa PblHOK 6YlleT no cyurecrsy 3a6JIOKUpOBaH.

nOTeHUHaJIbHbie KOHKypeHTbl He 6yn:YT CTpeMlITbC.!I IIpOHliKHyTb na PblHOK, eCJlH OHn ysepeusr, 'ITO HM npnnercx nOHeCTn cyuiecraenaue ueofiparnMble 3arpaTbl, nocxonsxy, nosanaa PbIHOK, OHn aascerna norepsror 60JlblllYKl 'IacTb KanHTaJIOBJlO)KeHHH

Ho HHBeCTUUHII B npoaasoncraeaasre MOII.{HOCTH .!IBJI.!I}()TCl! He06paTHMblMU 113JI.ep)!(KaMlI ne TOllbKO llJI.!! HOBblX KOHKypeHToB, HO H MH YTBepll,HBillUX aa psnnce $HpM. 3To CBl!3aHO C TeM, 'ITO q,npMbl BblHY)Kll,eHbI n01l.Jl.ep)KI1BaTb aesaneacreoeaanue npoaaaoncrseaaue MOll(HOCTH, XOTl! npon:yKI..J.IUI aa HHX He BbInYCKaeTCH. Bens aupysxa OT nepenpOlla)!(1l npu06peTeHHOTO 06opYllOBaHllH, KaK npanano, )JBJI)!eTCH uecymecreennoa. TaKHM 06Pa30M, IIHBeCTHUlIU B npoaseoncraeaaue MOll(HOCTlI aucrynaicr 1:1 B Ka'leCTBe 6apbepa axona aa PhIHOK, H B xauecrae 6apbepa nns suxona C pbIHKa.

A.CneHC YKa3blBaJI ua B3aUMOlleHCTBHe crparernu nHMHTHpYIOll(ero ueHo06pa30?aHII)J H crparerun C0311aHHH H36bITO'lHbIX npOU3BO.!lCTBeHHhlX Momaocreti. OH orsreuan, 'ITO H36hlTO'lHble npOH3BOllCTBeHHbIe MOll(HOCTH, 3an:dtCTBOBaHHble nocne sxona aa PblHOK HOBblX $UpM, nOHlI3.!1T npen:eJlbHble U3- ll,ep)!(KU npOII3BO.!lCTBa n~O.!l.YKl.IlIlI YTBepllHBIllnXCH aa pblHKe q,HpM. KaK A.CneHc, TaK II A.,!J;IIKClIT- C'IHTaJIll, 'ITO UMeHHO no 3Toli npU'IHHe $YHKUllOHHpYlOmue na punxe q,HPMbl 6YllYT CTpeMUTbC.II .uOCTlIrHYTb KaK MO)KHO 60Jlee asrcoxoro ypOBHlI npOH3Bo.uCTBa nocne nxona ua PblHOK HOBblX KOHKypeHTOB. Iloxoxne anea 6blllH BbICKa3aHbI P. ill MMeH3u3. P .lllMMeH31I npe1l,JlO)KHJI MO-

I CM.: Spence A.M. Entry, Capacity, Investment and Oligopolistic Pricing If Bell Journal of economics, 8. 1977.

2 CM.: Dixit A. A Mode! of Duopoly Suggesting a Theory of Entry Barriers II Bell Journal of Economics. 10. 1979.

l CN.: Schmalensee R. Economies of Scale and Barriers to Entry /I Journal of Political Economy, 89. 1981.

43

.nem" rne qmpMbI npennpaunaanu KpYIIHble KaIlltTIllIOBJIOlKeHHH 110 TOro, KaK aa PblHOK npirxonnnn HOBbIn KOHJ\ypeHTbL

KaK H B cnysae C JUlMHTHPYlOUUfM ueHo06pa30BaHHeM, CTpaTerH)I HCnOJlb- 30B3HWI 1t36blTO'lHbiX npOH3BOllCTBeHHbiX MOIIlHOCTeH C uensro npe,l1,OTBpalIleHIDI_ sxona CTaJIKHBaeTC!I C TPYliHOCT!lMIt, eCJlH na pblHKe pafioraer 60JIee llBYX npoasaomrrenep. ,lJ.0 rex nop. OOKa ~KOHOMIt!l aa MaCllITa6e 6Y,l1,eT !lBJIJlTbC!! cyutecraennoa, nonoruurrensaue BnOlKeHIt!! MOryT IIpHBeCTIt K cepsesaony nanemno ypOBHJI rrpnfisum nocne BXO,l1,a HOBblX yqaCTHItKOB. Crparerns 1l0nOJlHJtTeJlbHblX BJlOlKeHHi-t MOlKeT 6b1Tb Bbl6paHa ronsxo B TOM cnysae, eCJIH see IjIYHKlIllOHHpYIOlime ua psnuce qlllpMbl cornacsrcs pasnenars 3aTpaTbI, I10-

cxonsxy ecna Tom.KO onna qmpMa 6YlleT npnnepacnaarsca Bbl6paHHOH crparerHlt, a llpyrne - HeT, TO )TO OCJla6HT ee KOHKypeHTocnoc06HOCTb. C npyrort CTOPOHbl, ecnn ace qmpMbl nencreurensao cornacarcs aa 1l0nOJIHHTenbHbie BJIOlKeHHJI, TO OHH yeenmar onaCHOCTb ueaosoa BOHHOil B cnysae, eCJIH 6yneT 3aq,ltKCHpOBaH cnan OTpaCJleBOrO cnpoca aa lIX npOllYKUHIO.

CTp are rmf pa3BepTbiBaHIDI peKJlaMHoti KaMnaHHlt It pacnpocrpaneaua nponyxuua TaK}Ke npencraanaer aeuexoaoa cnocofi IIpe}J;OTBpameHIDI sxona aa pbIHOK. OHa 3aKJIlOqaeTCH B paCIIpOCTpaHeH1t.1I OPOllYKU,lIII, TOproBblX MapOK Mit 6P3HIlOB llaHHblX q,HPM C uenuo uacsrrtrrs PblHOK TaKIIM 06P330M, qT06bl HOBOM q,HpMe 6blJlO TpYllHO HanTH CBOIO HWWy na PbIHKe. npHMeHlIB nOJl.06H)1IO crparermo, YTBepllllBwweCjJ aa phlHKe IjIHpMbI cueno MOryT noasnuart ueasr, He onacascs, 'ITO C0311allYT CTHMyJlllJ1H axoaa HOBblX KOHKypeHTOB.

Crparerns BnOJ1He npl1MeHHMa aa psruxax C sucoxoa Jluq,q,epeHUHaUHeit nponysuaa - TaKllX, KaK pblHKH rOTOBbIX 3aBTpaKOB, cnraper, MbIJia H MOlOmllX cpeacre. Becsva HHTepeCHblH aHaJJW3 npllMeHeHllJl paccuarpasaeuon crparerHH cnenan P .WMaJIeH3H na npnuepe OTpaCJIH, npomeonsureti roroaue saarpaKit B CiliA 1. ,lJ.JT!! nOCTpoeHH51 MOlleJ](i P.iliMaJIeH3H yCTaHOBHJI KOHll,enZYaJIbHble rpaHHUbl accnenyeuott npofineutr H asen TPw npennocunxn.

Bo-nepasrx, OH npellnOJlOlKHJI, 'ITO ysemmeane 1l0XOllHOCTH OT npOH3BOJlCTBa H MapKeTHHra npononacaercs 110 onpenenennoro ypOBH51 sunycxa. C noMOWblO 3TOil npennocsmxu OH OrpaHH'HlJ1 KOJlI1'leCTBO TOBapOB H roproasrx MapoK, 06palUaJOllI,IIXCJI aa pblHKe npll ,l1,aHHOil PblHO'IHOil ueae, YCTaHoBHB TaK}Ke It. MHHIIMaJIbHYIO 1l0JllO pblHKa, nplt. KOTOpoA npOlt.3BOllCTBO nponyxra HBJIJleTCJI lKll3Hecnoc06HblM.

BO-BTOPbIX, OH npennonoxn», "ITO KOHKYpeHll,IIH aa pbIHKe ROKaJTII30BaHa, r.e, PblHOK cerMeHTIIpOBaH, II ua KalK.uOM cerueure cyurecrayer OrpaHII'leHHOe sncno rtponyxros II roproasrx MapOK.

B-TpeTblIX, OH C11eJlaJJ npennocunxy 0 roM, 'ITO nponyxru OTHOCIITenbHO 1fMM06l1JibHbI B )KOHOMlI"IeCKOM npocrpaHCTBe, T.e. CywecTBYlOT 3Ha'llJTeJIbHbIe 113-

I Ca.: Schmalensee R. Entry Deterrence in the Ready-ro-ear Breakfast Cereallndostry 1/ Bell Journal of Economics, 9. 1978.

44

.n:eP}KKII nepenncnosaunn nponysra, 3Ta IIpeJl.llOCbInKa IIpenpIIpelleJl!leT B03MOlKHOCTb npenorapameaas BXO.na na pbIHOK. Bens IIpII HaJIll'IIIH BblCOKIIX HllleplKeK nepezmcnoxaunn IIpOllYKlllIH ncreauaansm.re xonxypetrru span Jill MOryr O}KlIaars, "ITO yreepnnsuiaeca ua psmxe $llpMbl OCB060lUlT lIM llliIIJY na PbIHKe.

MO,l1,eJJb 6b1J1a nocTpoeHa B COOTBeTCTBlIlt C IIpIIHlllITIaMH nocTpOeHIDI MOJleJleit IIpOCTp3HCTBeHHOil 11ll41$epeHlllIalllIII npOllYKll,Ull. Ilocrpoenne npocrori anJDOcTpaTHBHoil MOJleJiIl 003BOJllIJlO OOHHTb OCHOBHble IIpIIHUIIObl crparerusecxoro B3allMOlleAcTBltJI q,It.PM npn IIpIIIDITbIX IIpeJl.llOCbIJlKaX. OKalaJIOCb, 'ITO WyHKUHounpytoume na psrnxe q,HpMbl CMOryT ycneurao IIpellOTBpaTIITb BXOIl II ofiecnenrrn, ce6e nOnO}KIITeJIbH}'lO IIp1I6blJIb, ecnu Ka)KJla!! roprooa!! MapKa 6YlleT lIMeTb 1l0JllO puusa B aaa pasa 60JIbWYlO, 'leM oxanaer 3aBOeBaTh nOreHQUaJIbHblit KOHKjpeHT.

Peureane MOlienlI 003BOJlllJlO norry-nrrs naa uarepecaux pesynsrara. Bo-nepasrx, ecnn YTBeplllIBIllIIeCJI aa pblHKe WnpMbl BCTYII)IT B CrOBOp (raitHbiit MH OTKPblTblti) C uenuo ofiecne-nrrs ce6e MOHOnOJIbHO BblCOKlIe npa- 6blJl II , TO ellHHCTBeHHO B03MOlKHOA crparernen npencrapaureaaa sxcna aa PblHOK 6y.neT neueaonaa crparerns pacnpocrpaaeuas OPOllYKTa.

Bo- BTOpblX, P .WMaJIeH311 nOKa3aJI, 'ITO pexnaxta MOlKeT 6bITb BnOJIHe 31j1- ljIeKTllBHblM CpellCTBOM npencrapatueans xona aa pbIHOK.

B OCROBe crparerua pa3BepTblBaHIDI pexnauaori KaMnaHIIn H pacnpocTpaHeHIDI nponyxuna nexar ~$$eKT MacIlJTa6a II ~w$eKT 01' pa3H006pa3ID1 peana- 3yer.lOil na punxe OpOllYKUHH. Ilpn B03paCTIlHHlI omeMOB ssmycxa sarparu aa peanlI3aUHlO II MapKeTHHr opOllyKQHII 6YllYT YBenlI"llIBaTbCJI B MeHbweil creneHH, '1eM cOBOKynHaJi Bblp)"lKa.

Boapacrarouras ornana OT peKJIaMHOH KaMnaHIIIt. MO)J(eT 6bITb 06YCJlOBJlena HeCKonbKIIMII OpII'lllHaMH. Bo-nepsux, pexnaxa oauoro 'roaapa cnocoficrayer pacnpocrpaneuaro npyroro TOBapa 3TOit }Ke 4lUPMbI. C npyrott CTOPOHbI, pexnaxnnae arearcraa '1aCTO npaKTIIKylOT CHIIlKeHIIe rapndion (CKll.UKI1) no Mepe YBenH'leHII!! pa3MepOB peKJIaMHblX KOHTpaKTOB. 3TO 03 aasaer, 'ITO C POCTOM pa3Mepa aaxasa cpenane 1t.311ep}KKH aa ellHHHUY yCJloBHoro peKJIaMHoro OfTh!!Bnenns oa11aIOT. ITOBTOP!llOWa!!C!I pexnaaa C0311aer KOMnaHHlI lIMH (6p3Hll) H YCHJlIIBaeT I1pellaHHOCTb norpefirrrenetl nannof MapKe rosapa.

B pesynsrare 3aTpaTbi aa peKJlaMY 6YllYT cnocoticrsoaars C0311aHlIIO II YKperrneHulO BXOllHblX 6apbepOB. 3aMeTIt.M. 4TO llJIjJ OOTeHU,IIanbHoro KOHKypeHTa npofineva MOlKeT 6blTb OT'IaCTII peuieua, eCJIII pesnauapyerca He roproaas MapKa npOlI3BOllHTeR!!, a P03HII'IHblH npOJlaBeu, KOTOPblit: MOlKeT. He rep!!H 00- xynarenett, 3aMeHllTb rtponaaaevsm nponyicr aa nOXO}KHit. HeCMOTpJl aa TO 'ITO lly6JIIIpOBaHlIe npO,l1,yKUHII BO MHornx crpanax 3aKOHOllaTeJlbHO sanpeureao, IIMHTault.!! TOBapOB OCraeTCJI OllHoil U3 cepbe3Hblx np06J1eM B npou.ecce cTpaTerlI"leCKoro B3aIIMOlielicTBHlf WnpM aa pblHKe.

TaKHM 06pa30M, CTpaTerIDI umposoro pa3BepTbIBaHHH peKJlaMHOH KaMnaHIIH II pacnpocrpanetma 0POllYKUHH yaenaunaaer 06beM nepaouasam.nsrx IIHaecrnunrt, He06xolllt.MblX llnJl ofiecneveana axona Ha PE.IHOK, II He n03BOn.5leT nOTeHUHaJIbHblM KOHKypeHTaM narars Ha.nelKllbl ua nonyseaae c06CTBeHHoA HllIlJll aa pblHKe.

45

Crparerns nOJIY'IeHIDI npeuayutecra aa C'IeT I!CnOJIh30BaHIDI naTeHTOB H mru:eH311R WllPOKO npaKTllKYeTOI B npouecce peansnoro $YHKl(IlOHllpOBaHIDI orpacnen II PbIHKOB. Tlarearu Ii JIUueH31111 cnocoonu YKpenUTb PblHO'-lHYIO anacn, paoorarouurx na puuxe (jmpM U CHH3llTb ypoaens O:lKU.IlaeMbJX ~OXO.llOB nOTeHUHaJIbHblX KOHKypeHToB nOCJIe UX BXODa na pbIHOK.

Yraepnaaurnecs aa pblHKe $UpMbI CTPeMIITC!I coxpamrrs CBOlI n03UQlIH 0)'rea aaxpennenua III c060n naTeHTOB na HOBbie TeXHOJIOrnH. B OTp8CJIU MO)l{eT CJ!OlKUTbC!I curyauns, xorna yraepnuaumecs aa punse (jmpMbI He HCnOJIb3}'lOT csou narearu If He nponaror JIHueH3lIU aa HX Hcn0Jlb30BaHHe, nepeKpblBa!I nocryn nOTeHUHaJIbHbIX KOHKYpeHTOB K 3anaTeHTOBaHHhlM TeXHOJIOrIDIM. TaR Ha3blBaeMlole «cnsunte narearsr» Olp"uaTeJIbHO CKa3bIBaJOTCll aa 6JIaI'OCOCTO!lHHH 06111ecTBa B UeJIOM H paCCMal}UIBalOTC.II KaK O~HO H3 HelKeJIaTeJlbHbIX nOCJIenCTBHi1 crparerna nOll)"leHIDI nperoeyurecrs aa C'IeT UCnOJIl.30BaHHSI naTeHTOB H mmeH3Hll. K COlK3- JIeHIIIO, nOn06Hble ClI)"IaIO C rpYJl:OM nOJJ.lJ;aIOTCjl MOHHTOPHHry co CTOPOHbI opraHOB, KOHrpOJlHpYJOllUIX ypoBeHb KOHKypeHUHH na orpacnesux pLIHKax.

Onuaxo HaJIi-f'lUe npae na nareur He SlBJljleTCJI He06xonHMblM H nOCTaTO'lHbIM YCIlOBueM lI)lJI nonyxena» npeanyutecraa Ha.o: KOHKYpeHTOM. Tnaaaoe npeHMywecTBo B DaHHOM cnysae - 3TO npenMYlUeCTBO nepsoro xona. Ha npaxrnxe naTeHTHa!I 3alUIITa 'IaCTO oxasusaercs He)$tIleKTHBHOH, HO He OHa If MeeT nepsocrenenaoe 3 Ha'leHHe. Ilpeassymecreo nepaoro XOJla C03naJOT npuoopereaae u HCnOJlh30BaHlIe HayqHo-TeXHrJI.JecKoA lIHtIloPMan;HH, xoropue ofecnesuaaror JlOXO.l1HOCTb OT soapacraroumx BJlOlKeHuit a HaY'lHble ltCC1teLlOBaHIDI H pa3pa6OTKH.

Crparerua npeusrytnecraa nepsoro xona aansercs, csoero poua, KOM611- HHpOBaHHoil crparernen, nOCKOJlbKY npennonaraer ucnomaoaaune npyrnx crpareruri Mjl peaJIU3aLl,HU crparerusecxax npeaesyuiecrs .o:eilCTBYIOW,UX na pl.lHKe c(mpM. 3m BHllHO no pe3YJIbTaTaM npemuecrayrourero 06cYlKlleHHjl crparernn rtpenorspatneaas BXOJla na puuox. nO)TOMY C]:IeJIaeM TOJIbKO HeCKOJIbKO 3aMe'laHHil.

Crparern-recxae npellMYllleCTBa nepsoro xona n01lBJIJIIOTCll, xorna noxonHOCTb OT crparernsectorx peiuenan $UpM oxaausaerca 60JIbme, '!eM .IlOXOllHOCTl. OT aaanorusnux crparenrsecxax peureaan IIX nocnenosarenea. HMeHHO B TaKOH cnryauna oxanasarorca YTBep)I;lIBWHeCJI aa phIHKe c(JnpMbI H HX nOTeHunansasre KOHKypeHTbI. Hanpaxep, $lIpMa, :lKeJlalOw,ajl BOHTlI aa PbIHOK, i<aK npaBHJlO, MOlKeT paCC'-IlITbIBaTb llHIIIb ua ry HlI Illy , KOTOPYIO eH npenocrasar pa60TaiOw,He na psntse $HpMhL

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46

Teesa 4. OC06EHHOCTH 4>YHKQHOHHPOBAHHH OTPACJlEA ECTECTBEHHOA MOHOnOJIHH

Onpeneneane eCTeCTBeHHOH MOHOnOJIUlI. 3KOHOMIDI OT Macwra6a KaK tIlaKTop B03HlIKHOBeH1I1I eCTeCTBeHHoit: MOHOnOJIHH. POJIb cy6aJl:Jl:llTlIBHOCTI1 lI3Jl:eplKeK 1I xapaKTepa cnpoea B npouecce B03HHKHOBeHIDI U c(JYHKUHOHHpoBaHll!l eCTeCTBeHHoit: MOHonOIlHU. Bpeaenuas H nOCTOJlUHaJl eCTeCTBeHHble MOHOnOIlH". Ilpnuepsr orpacnen eCTeCTBeHHOH MOHonOJIllH 1I lIX oc06eHHOCT".

ITPn'-lHHbI peryJIHpOBaHIDI ecreCTBeHHOH MOHonOJIlIH H $OpMbl perynupoDaHIDI:

• perynapoaauue KaK peaKUHJI rocynapcrsa aa HeCOCTOHeJlbHOCTb psmxa C uenuo ofiecrre-utrt, norpetiarenea HeoGxO)l;HMblM KOJIlflIeCTBOM npOJl:YKUHU;

• perynuposaane KaK npennoxenne ycnyr npaBHTeJIbCTBa Mjl YJlOBJIeTBOpeHIDI cnpoca co CTOPOHhI onpeneneunsrx COUUaJIbHblX rpyrm ..

,!J;lICKYCClIlI 0 rpannuax, MeTonax u $OpM3X perynnpoaauas eCTeCTBeHHOH MOHOnOJIlIU.

UeHo06pa30BaHHe a YCJlOBHlIX eCTeCTBeHuoi1 MOHOnOJIHlI. ITp1lMOe YCTaHOB.neHIfe uea, JIuHeHHoe ueHo06pa30BaHHe. «Bropoe JIY'Iwee ueaoofipasoaaHHe» lIJIH uensr Pasrces. Hennaennoe ueaoocpasoeanae.

KOCBeHHoe pery JlHpOBaHHe uea, Y CTaHOBJleHUe 1l0nyCTHMOll HOpMbl npH- 6b1JIIi. Kpnrepau onpenenenus 1I0rryCTl1MOH HOpMhI npU6blJl1I. X-He3c(Jc(JeKTlIBHOCTl. U nar perynaposaaaa. 3$$eKT Aaep-ra- ,!J;lKOHCOHa. ,!J;OnyCTHMbIU npenen nOBhIWeHlI.II nea.

ITpaKTUKa peryJIlIpOBaHIDI eCTeCTBeHHblX MOHonOJIlIH B 3anan.Holl Espone H B CllfA. Onsrr perYJIlIpOBaHlIJI ecreCTBeHHbIX MOHOnOJlHH B POCCHHCKOH dtenepauua. OCHoBHble xoauenryam.nsre nOU1ITlI.II, nexautae a OCHOBe dteliepaJIl.noro 3aKOHa 0 eCTeCTBeHHblX MOHOnOlllIjlX .. OCHOBHble opraHh1 perynapoaanns JlejlreJIhHO.CTH MOHonOJIHi1 B POCCUIi.

np06J1eMbi H B03MOlKHble nOAXOJl:b1 K C03D;aHHlO 3$*eKTuBHoit: ClICTeMbi perynapoaanas ecrecraennux MOHonOJIlIH B POCCUi1.cKOfi dte)l;epaurlU.

AronoRHU~bHaRRunupamypa

1. KOpOJIbKOBa E.H. ECTeCTBeHHali MOHOnOJIWI: perynnponanae H KOHKypeHllHlI II 3KOHOMH'IeCKHIt )!(YPHaJI auo. 2000. 2. c. 235-274.

2. 50 JleKUH~ no MHKPO,)KoHOMl1Ke .. T. 2. eIT6.: 3KOHOMH'IeCK<IlI. IllKOJla, 2000. C. 303- 334.

3. THPO.llb)K. PhIHKH H puaosuaa BJlaCTb; TeOpUJI opranmauau npOMblW.IIeHHOCTH I Ilep. C aura. CIT6.: 3KOHOMH'IeCXa1l urxona, 2000 .. T. 1. C. 29-32 .

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47

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TeMa 5. CTPATErWlEcKoE B3AlIMO,[{EHCTBHE ~HPM B TEOPHH II HA nPAKTHKE

HeCOBeprneHHWI I\OHKypeHLum H crparermecxoe IlOBelIeHHe qmpM aa puaxe. Oco6eHHOCTH pblHKa OJmrOnOJIHH. Merononorasecxae aonpocu MOlleJIHpOBaHmr crparernsecxoro B3aHMo.n:ellcTBWI $HpM B yCJIOBIDIX OJ1lIrOnOJlHH. TIpe.DJIOCblnKlI II xapakrepncrmca, 06mHe JUUI acex M01Ieneii OJIHronOJIllH, ocHOBHble IlpH3HaKH II OTJJlfllWi M01Ieneii onHrOnOJ1HH. CrpYKTYpa 3H.n:oreHHbIX H JK30reHHbiX nepeneansrx MOlIeJIll. Bufop crparenrsecsoa rtepeaeaaolt II snna B3alIMO.tl,eAcTBIDL OmOClITeJ1bHWI 1<JIaCcll$ll1<aUHlI Mo.ueneii OJlHrOnOJIltH: Hexoonepaposanuaa H xoonepapoaanuas onarorronas, KOJ1l1'leCTBeHHall II uenosas OJIllronOJ1W1. POJ1b npennonaraeuux Dapuau»i\.

TIPlIHUHIlbJ crparermrecxoro B3allMo.n:eilcTBWI $HpM na IIpHMepe pbIHMB .uyonOJ1HH. CpaBHHTeJ1bHbIH aHaJIlI3 Mo.n:eJ1eH nyonomra, HX OCHOBHble ocooenHOCTH, npeavyutecraa H He.nOCTaTKH npn OTpa)l(eHHH npoueccos npunarna crparernsecxax perueanjt, PaBHOBeCHble naparaerpsr MO.D.eJ1eii .nyonOJ1HII B cpaBHeHHH C napaaerpauu paaaoeecua lIJIlI KOHKypeHiLHH H MOHonOJ1liH. ITepcnexrneu H HanpaBJIeHl{JI Pa3BHUIJt H YCOBeprneHCTBOBaHllll MO.D.eJ1eii.

Oc06eHHOCTH crparernaecxoro B3allMOlleiicTBJ{JI $HpM no npmunrrry «nnnep - nocnenosarem,». YCJ10BJ{JI, npll KOTOPblX MOiKeT 6bITb cnpOBOUHpOBaHa 60Pb6a sa JIll1IepCTBO, H ee nOCne1ICTBlilI.

UeHOBoe J1UllepCTBO H IlPWHtHbl nOJlB!IeHHJt .uOMllHHp)'lOmell $llpMbI na pusxe. Mo.ueJ1H pbIHKa C )l;OMHHHp)'lOlUeH $lIpMoit Oc06eHHOCTll CTpYKTYPbr npHHJtTHJt peurennn B MOlleJIll llOMlfHHpYlOmeA $HpMbi lflopxai.J.Mepa. PasmotHble Tlfnbl paBHOBeCHJt B MOllemJ. Y CJlOBlIJI, OT KOTOPblX 3aBllClIT CHJ1a PblHO'lHOH BJIaCTil .D.OMlIHlIpYlOmell «lllPMbl 1I Tim paBHOBeCHJt aa puaxe B 1IOJ1rocpO'lHOM nepnone. Paannsasre COOTHorneHlIlI Me)l(lIY H311epIKKaMU np01I3BOllCTBa 1I0MlIHHP)'lOlUeit $HpMbl 1I $UpM KOHKypeHTHO£'O OJ<pYIKeWHI. «QeHORoA 30HTHK», ero BJHIllHlIC ua crpyKTypy psmxa .D.OMUHlIpYIOmeii $HpMbl.

CroBOP H xaprena, CTlIMYJlbl LUlJI C£'OBOpa na puuxax onaronomm. B03- MOIKHOCTH $opMupOBaHWI xaprens, cnafisre H cansasre cropoasi lIBHOro H raiiaoro croaopa. Turm KapTeJIeH H np06JIeMbi MOlIeJ1upoBaHHlI IlpHHlITIDI crpareruxeCKllX pemeann. AHaJIHTH'leC1<lfe BepCIHI Mo.ne!Ieit xaprensnoro cornanreans. Monens t.feM6epJIHHa KaK npaxep MO,!J;enli TallHOro crosopa OJllfronOJ1lICTOB. Kaprens, 06eCIle'HfB3IOmHA Mal\CHMyM cosoxynaon npH6bInu OT'paCJ1lf. Ll.oneBoJ.1 pasnen pbIHKa Me)l(lIY Y'laCTHHKaMH xaprensaoro CO rna ureaua. Kaprens KaK ¢lopMa 1l0MIlHHpoBaHIDI aa puuxe. Teopenrsecxna aHaJIH3 Ii cPaKTh!.

PblH04Hbie YCJ10BHJt, 06eCnetll1B3IOmHe J$$eI\THBHOCTb crosopa Ii C03.D.aHlIlI kaprenejt. TIp06JleMa cTa611nbHOCTli xapreneq. Y CJ10RIDI, npu KOTOPblX noJtBJ1l1IOTClI np06JleMbl COrJ1aCOBamur: lleticTBlii.J. OJilironOJ1MCTOB. OnnopTYHlICTH'1eCKOe noaeneane «lMpM. Ouenxa B03MOIKHOCTeH H3pyweHHH KapTe!IbHOrO COrnanrenua.

Ii

48

MeTOllOJIOrH'leCKlie sonpocsr crparertrseczoro BlaHMo.neHCTBHH «lHPM Ha pblHKe npn BBe.neHlIll OrpaHH'leHHll sa npOH3Bo.nCTBeHHble MOLUHOCTlf. IlpennoCblJIKH Ii oc06eHHOCTfI MexaHII1M3 crpererrrsecxoro BlalfM01IelicTBliJt B MO):leJlH 3AiKYOpTa. Bapnaaru CTpaTerHQeCKOrO noaenenae $npM B 3aBHClIMOCTH OT ypOBWI orpaHH'IeHlfll llX npOH3BOLICTBeHHol1 MOIIIHOCTII. OnTHMaJJbHble ueuosue crparernn KOHKypeHTOB B MOlleJ1H 311IKyopTa. IJ,eHoBWI BOllHa Ii B03MOIKHble npenensr 1i3MeHeHHJt PblHO'IHOil u;eHbf. Paerroaecue B MO..!lemr 3..!lIKyopTa B cpaauetma C crrryauneti B MO.D.enH Beprpana. B03MOIKHOCTlf peuieana napanoicca Eeprpana,

Cpaanarensusnt 3HaJIH3 MOlleJIeH onarononaa. 111MeHeHHe napanerpoa PIdHO'IHOro paBHOBeCHH npn nepexone OT Mo.neJIeil llyonOJIIIH K MO..!leJ1J1M OJllIronOJ1lIH. Y CJIO)l(HeHHe CTPY"TYpld Mo.neJIeil. Bonpocu pa3BHTIIJI 1I ycosepureaCTBOBaHHH MOlleJIeit OJIJ1rOnOJIIH1. 3aBHCHMOCTb paBHOBeCHblX napasserpos MOlleJ1eH OJll1rOnOnHlI OT '1I1CJ1a $l1pM ua punxe If OT crenean aCHMMeTpJlH <pHpM B H3./lep)f(Kax. CpaBHeHHe IlapaMeTpOB PbIHO'IHOro paBHOBeCIDI B MOlleJlJlX OJlHrOIlOJ1IlH KYPHO It EePTPaHa, KYPHO H CnK.llb6epra.

Hanpaaneans paasrrner Mo.neJ1eii OJlHrorrOJ1IfH: 1) pa3mI'lHble CTpyKT)'PhI sarpar 1I np06neMa IllleHTH$H"aulilf li3.nep)l(eK; 2) 3H.D.OreHHO sananasre llJ11l COBMeCTliMbIe npennonaraeaue BaplJaWHI:; 3) KOHKypeHuuJI B YCJ10BHJtX orpaHH'leHlIJI na rtpomaoncrsemuae MOIUHOCTH $HpM; 4) MHoronepUO.llHble Mo.n:enu (B OTJIwme OT onaonepaonusrx MO}J;eJleH); 5) npHHlITUe cTpaTerH'IeCKHX peuieHI1H B YCJ10BHJtX ueonpeneneaaocru.

B03MO)f(HOCTU npHMeHeHIlJl 3KOHOMHKO-MaTeMaTlf'leCKHX Mo.neneil llJIlI aHaJIU3a crparenrsecxoro B3aHMOlleAcTBIlH <pllpM B npouecce peansnoro $YHKUHOHitpOBaHHlI orpacnert n phlHKOB. ITpo6neMhI f10HC1<a paaaosecnsrx perneHMfi. Bonpocst cyiuecraoaauna H ellllHCTBeHHOCTH peureaas npMMeHJteMOH na npasTHKC MO.ll.eJ1H.

Ilpnaarae crparertraecxnx peureana B npaKTIfKe peansnoro q,YHKUJ10HHpOBaHHJt orpacnert I{ pbIHKOB. Crparernvecene u;eJ1U KOMnaHUH. ¢laKTOPbr, 00- penenaioume crparermo KOMIlaHMIi. Ilonxonsr K $OpMltpOBaHIDO crparernu. AHaJIlJ3 KOHKypeHTHoH cnryanan B orpacna. AHaJiHl BH)'TpeHHeii cHryauHIf H J<oHKypeHTHoH n03HUHH KOMnaHliU. Cornacosauue crparenui II nOJlOIKeHlIJI KOMnaHHM B OTpaCJJlf. C1paTerHH !IJ1Jt: nnnepoa OTpaCJlH. Crparerua lIJIlI KOMnaHHI1- npecnenoaareneti (nocnenosareneii). Crparernu llJIH cnafisrx 6H3HecoB. Ilapauerpsr, HMefOlUue aaa-reaae npu npHHlITlIH crparemsecsnx peweHHil sa IIpaKTHKe.

TeOpeTH'leCKHe MOlleJ1H KaK MCTO<ilHfK HH«l0pMauHH 0 psnoce. TIp06JJeM3 H.D.eHTH$lfKauHH PbIHO'lHhlX crpyxryp. Kparepan ItlleHTucPHKauHH pblHKa C 1l0MUHllpylOUleit cPHPMOlt OplIQHHbI B03HUKf{OBeHHJI pblIlKa .Il.OMHHl1pYlOrnefi q,lfpMbl C KOHKypeHTHblM oKpY)l(eHHeM. IPaKTOpbl, onpeaenmoume B01MOIKHOCTb noasneans 11 YCTOH'II1BOCTb <PYHKUlfoIlllpOBaHItll Jl.OMHHHPYlOweit cPMPMb!. Crparernu, KOTOPblC IICn0J1b3yIOT .n:OMlfHupYIOll.{Ue <pIlpMbl B npouecce peansaoro $YHKlflloHHpOBamlJl. orpacnen II pbIHKOB. EapOMeTpH'lCCKOe ueaoeoe JlHlIepCTBo.

49

pOnOJIHUmenbH(lJl Jlumepamypa

I. 6eCT M. HOBaJI KOHKypeHLUIJI. HHCTlffyrLI npOMEdWJleHHOfO pa3BlITllJIl Ilep, C anrn.

M.: TEHC, 2002.

2. Bypoc A.,!J.. Bonpocu MOlleJlHpOBaHwl CTpaTefl1'feCKHX B3aHMolleitCTBHfl qlHpM aa psunce /I Marepuansi HaY'fHOH KOH<IlepeHl.\HH «1IoMoHOCOBCKl1e 'tTeHHJI - 2000». M.: TEHC, 2001.

3. Bypoc A,!J.. AHaJ1H3 crparertorecsoro B3allMOl\elkTBWI <IlHPM B YCJlOBHJlX orpaan'IeHHJI ua npoaasozcraeanue MOII.\HOCTH /I Coapeaenaue npo6neMbl )KOHOMIIKOMaTeMaTH<[ecKoro M01leJlHpOBaHIiJi. M.: TEHC, 2001.

4. Bypoc A,!J.. Bonpocu aaanasa H peiueuas MOl[eneit crpareraxecxoro nOBe.n;eHHJI $lIpM, 1l0MHHllpYJOIIIHX aa psnrxe /I Marepnanu llaY'fIlOH KOll<llepeHuHH «.fIOMOIlOCOBCKlie 'tTeHHJI- 2002,), M.: TEHC, 2002.

5. Cno K.K. YnpaBJleH'IeCKlUI ,)KOHOMHKa. 7-e 113.n;. M.: HHtllPA·M, 2000.

6. Tnpons )1<' PblHKH II PblHO<[HaJI nnacrs: TeOpliJl oprauasannn npousnuneuaocra I nep. C anrn. ens 3KOHOMH'feCKlUI WRona, 2000. T. 2. q. 2. r-. 5.

7. TOMIICOH A.A, CTPHKneH.n; A.,!J.JK. Crparernxecxnf MellM)I(MellT (KoHuenUHH H CIITYaUHH). M.: HH$PA-M, 2000.

8. X')it)1,., MOPPHC ,!J.. Teopax 0pfaHl13aUHH rrpouuurneanocra J Ilep, C aurn, cnG.: 3KOIlOMH'fecKaJI WKOJla, 1999. T. 1. q, 2. Fnasa 3,7,

3aoaHllil u ynpam:neHUR1

1. Paccuorpuu clI)"Iait nyononna, npouaaonsmen OJl.HOP0Jl.HI.IA nponyxr.

Ilepsas qlHpMa npomaoznrr OJl.Hy eJl.HHHUY npOJl.yKUHH, 3aT])a'lHBa)! 30 ennanu rpy,rJ.a H 30 enaanu «arurrana. BTOPM 4lHpMa npomaonar OliHY enuuauy npoJl.YKUUU, 3arpa'lHSaH 30 ellHHUU rpyna H 60 eJI.HHUU KanHTaJIa. Lleaa elUlHHUbI T])yJl.a paBHa W, ueaa eJlHHHUbI xarurrana panna r. WyHKI.\HH crrpoca aa npOllYKUHIO lIyonOJIHH UMeeT Bllll:

p=: 90-Q,

rne p - ueua eJI.UHHUbI np0JI.YKUIiH, Q =: ql + q2 (q; - 06beM asmycxa i-A 4lIfPMbI).

I) BbI'lHCJlHTe napaaerpu paBHOBecWI KYPHO;

2) Iloxaxorre, 'ITO npli6h1JIb nepsort rpHpMhl He 3aBlICHT OT uensr KanHTaJIa. 06b)!CHllTe, KaK3TO anuaer na KOHKypeHTocnoco6HOCTh q,UPM B OTpaCJlH.

2. Orpacns COCTOHT 1i3 rpex HJI.eHTlf'IHhlX q,HpM. ~YHKUH)! cnpoca HMeeT san: p =: 120 - Q, rne Q =: q, + q2+ q" rne qr - 06beM ssrrrycxa i-il rpllpMhl. IlpeJl.eJJhHhle H3D.ep)f{KIi KalKJloti q,HpMbI paBHbI aynro. Cpe)IHHe H3JI.ep)f{KIi OTHOCHTeJlhHO MaJIbl.

I ) Busncmrre napauerpst paanoeecna KYPHO.

2) fIOKa)KIlTe: ecnu JI.Be ll3 Tpex q,HpM COJIhIOTC)!, npeeparna orpacns B JI.YOnOJIHIO, TO npll6b1J1h BHOBb 06pa:30BaBWeAcJI q,HpMhl CTaHeT MeHhUle, 'IeM COBOrynHM npH6h[JIh nsyx q,llpM, peUlHBUlUX C03JI.aTh onny.

I npl1 HeoOXOIDIMOCTli OKpYrJlel1l1Jl, pac'IeThI MO)l(HO npoaojnrrs C TO'IHOCTblO [1.0 sroporo 3HaKa nocne sansron.

50

3) lJ:TO npomonner C napaxerpasm paBHOBeCllJI, eCJIH COJIhlOTCJI see T])H q,llpMhl?

3. PhlHO'lHblH cnpoc ua rtponysumo OJlllCbIBaeTC.II q,oPMYJloit

p=:IOO - 2Q, r Jle p - ueaa e)l.HUIiUbi npOlJ.YKUHH, Hsaecrao, 'ITO B roll. t q,lIpMa nOJI)"IHJla MaKcHManhH)'lO npH6blJlb B pasaepe 400. Ilpn )TOM ee npeJI.eJlhHhle H3Jl.ep)KKH 6hlJlH paBHhl 20 npn OIITllManhHOM o6beMe astrrycxa. B YCJIOBHJIX KaKofi PbIHO'IHOi1 CrpyKTYPhl (MoHOnOJIHIi l:IJ1I1 onnrononna) lIeliCTBOBaJIa 4lHPMa? H3MeHHTCli JIH BhlBOll OTHOCHTeJlbHO CTPYKTYpbl puaxa, ecnn B roll t q,HpMa nonysana MaKCHMaJIhHYIO npH6b1JIh B pasaepe I OOO?

4. Cnpoc aa npoJl.YRUllIO nyononaa onHChlBaeTC.II rpopMynoit: Q = 20 - - 0,5p, rne p - ueaa e.!IHHHUbi npOJI.YKUIiIi. Paccsrrranre paaaoaecne no KYPHO Ii no Beprpany llJIJI cnysas, KOfJI.a cosoxymrue H3JI.epiKKH 4lHpM O.!1llHaKOBhl B 3aBHCHMOCTH OT ypoBH)! asrrrycxa H pasnu Tei = IOq;. KaK 113MeHHTC)! curyaUllJI B MOlleJl)!X KYPHO H Beprpana, eCJlH lllJI.ep)l{KIi OJI.HOti 113 4lHPM soapacryr, TO ecrs Tel = 10%, TC 2 = 16q2 ? (OTBeT 060CHOBaTh aaannraxecsa.)

5. PhlHO'lHhiti cnpoc aa npoaysumo OnHCbJBaeTC)! q,OpMyJIOit:

Q =: 100 - 0,5p, rue p - uena eJI.ItHllUhI npoJI.y KUIiH. PaCC'ImaMTe pasnoeecae no Beprpany llJIJI cnysaa n qmpM B orpaCJlH, xorna ace IjIHPMbl lI)J;eHTlf'IHbl, a lIX cpeaane It npeJI.eJlhHble 1i3JI.ep)KKII nOCTO)!HHhl 1I paBHhl 8. KaK 1i3MeHHTCJI CHryauna na psnnce, eCJlH TOJlhKO JI.Be 4lliPMhI CMOryT nOHH3ltTh yposeas CBOliX cpennax H npenensusrx lf3l1ep)KeK JI.O 6?

6. Ha phlHKe Jl.YonOJIllH PhlHO'IHOA cnpoc 3aJI.aH q,YHKUHeit: Q =: 300 - p, rne p - uena ellHHHUhI nponykuna. tf.llfpMbI npOll3BOJI.)!T OliHOPO,!l.llblM rtponyxr C nOCTO)!HHblMH CpellHIIMH H3Jlep)l{KaMH, paBHbTMn 60, MOIllHOCTIi q,HpM orpaHu'IeHbI. OnpeJI.eJIHTe OllT1IM3JlhHbIe ueaosue crparenur 4lnpM, eCJIIi KIDKIlIDI q,HpMa He MOlKeT npOlf3BOJI.HTh 60JIee x eJI.IiHHU rosapa, rae: 1) x = 100, 2) x = 140, 3) x=: 230, 4) x = 80, 5) x =: 50. nOK3)f{IITe, KaK n3MeHeHHe napaMeTpa x BJIH)!eT aa paaaax KOJle6aHl1)! PhlHO'IHOit ueasr B YCJlOBIi.llX uenoeoti SOMUhl. Ilpn KaKHX orpaumeaaxx na npOH3BOJI.CTBeHHhle MOmHOCTlf rpHPM MOlleJih 3Jl.)K)'opra )!BMeTC)!, no CyTH, Mo.ueJ1hIO Beprpaaa?

7. <l>npMa JI.OMHHlipyeT aa pstnxe, rae KpOMe nee npennarator TOBap 20 ayrcannepos. Cnpoc na phlHKe ortncsraaercs ljIyuKunei1: Q =: 960 - 5p, rne p - ueua eJl.llHHUhI TO eapa. Ilpeaensasre 113.llep)f{Kll .u.OMHHHpYIOmei1 4lHpMhi B JI.OJlfOCPOlJ HOM nepnone COCTaBJUlIOT: MeL = O,12q L' file q L - o6beM npoaax 4lIiPMhl-JIll1lepa. Ilpenensnsre n3Jlep)f{KH Ka)f{lloi1 4lHpMhl-ayTcaltliepa B 1I0J1fOCPO'lHOM nepnoae COCTaBJIJlIOT Me f =: q f + 2, rae q; - sunycx f-It q,IfPMhl-

51

ayrcannepa. Orrpenemrre paaaosecnyro ueay H3 puaxe, paauosecuue 06'beMbI nponax II npll6bInb )J,OMUHlIPYlOllIeit qlHpMbI " KalK)J,oit qmpMbI-aYTCat:!:)J,epa. Pa60TaeT JIll na punxe «ueHOBOA 30HTUK)-)? HMeeT JIll )J,OMHHHP)'JOU{3jJ qmpMa npeUMYIIIeCTBO B H3)J,eplKKax? ECJIU na, TO MOlKeT JIU OHa ero peaJIH30BaTb?

, 8. Cnpoc sa npo)J,YKUHlO lIyonOJIHU ormcsraaercs cpopMyJIoil: p = tOO - Q, rne p - uena enaanna np0)J,YKIlUll. ¢lYHl\llllll 113)J,eplKeK B saaacnuocra OT 061,eua BblUYCKa Ka)K)J,oA cpllPMbI I1MelOT BU)J,: Tel = 12q + 60, TC2 = 0,25(q2)2 + 7. Pacc-urraiire napauerpsr paBHOBeCHH B cnenyiounrx cnysaax:

l) eCJIU nepeas cpHpMa .IlOMHHnpyeT na pblHKe (HSJIHeTCH ueHOBbiM nanepOM);

2) ecnn nepaas cpllpMa HBJIHeTCR mf)J,epoM no CDKJIb6epry, a cpHpManocnenoaarem, pearHpyeT aa H3MeHeHHe 06'beMa BbIIIycKa (jlllpMbI-JIHllepa B

COOTBeTCTBHH C JlHHHeil peaxunn KypHO; ;

3) Ol.{eHHTe nOJIY"eHHble pesynsrarst. ,;",{I'.·.. ·Y.' "

9. Cnpoc na nponyxujno AYOIIOJ1IUf ortacsraaerca (jlopMynoii: p = 30 - Q, rne p - ueaa e,!l;MHllI.J;bI npOll,yKUllll. ¢YHKUllU 11311,ep)!(eK B 3aBHCHMOCTll OT 06'heMa asmycxa Ka)!(,IIoll cpllPMbl HMeKlT B"I1I: TCI = 1,5(ql)2 + 1, TC2 = 8q2 + 9. Paccuaraare napanerpu pasHOBeCIDI na punxe B Ypex CJlY"MX:

1) eCJ1H BTopaH cpllpMa HBnHeTCH ueHOBbIM J1HlI,epOM ua psmse;

2) eCJ1H sropas (jlupMa HBJIReTCH naaepou no CnKJ1b6epry, a nepBaR cpHpMa peampyeT aa 1l3MeHeHHe 06'heMa BblnycKa CPHPMbI-JIHlIepa B COOTBeTCTBllU C (jlYHKlllleit peaxujut KYPHO;

3) eCJIH cpUPMbl scrynar B KapTeJIbHOe cornaurenne npn YCJ10Bll" MaKCUMH3allIIH COBOI(ynHoll np1l6blJIH OTjJaCJIH. Cpaamrre nOJI)"IeHHbIe pe3YJ1bTaTbI, OueHHTe YCTOItlfHBOCTb xaprens.

10. PbIHOl(HbiA cnpoc OOIlCb/BaeTCR CPYHKUlleH Q::: 1420 - 2p, rne p - ueaa e.aHHIIUbI nponyxuau. B 0tpaCJIH lIeilCTBYlOT 20 O)J;UHaKOBbIX (jlHpM. Ilpenensaue H3Aep)l(KH Ka)!{Aoi1 CPHpMbI B )J,OJIrocPOtIHOM nepnone onncuaarorcs ypaaHeHueM: MC; = 2q, + 10, rne q, - 06'heM BblnycKa CPHpMbl.

I) qeTbipe qmpMbl 06bell.llHHlOTC!! B xaprem, H npuofiperaror pOJlb ueaoaoro naaepa na psnrxe. Onpe)J;eJIMTe OnTHMaJIbHblM 06beM aurrycxa KapTeJUI H }JeKapTeJIHpOBaHHblx cpHPM, a TaK)Ke ueny, KOTOPaH CKJIa)l,bIBaeTCH Ha psraxe. CpaBHHTe np1l6blnu cpHPM, axonsuiert H He axonatueri B KapTeJIb. Caenaare BbIBO)]; 06 YCToil'1l'1BOCTIl KapTeJIH.

2) )],oKaJKHte, 'ITO OpH m060M KOJIH':IeCTBe. Mem.weM 20, qlMpM B KapTene, )];OMlIHMp)'JOilleM aa punxe, np1l6b[JIb xaprenapoaaanon qlllpMbl 6YlleT MeHbIIIe, 'IeM npU6blRb cpHpMbI RHe kaprens.

3) Tlpoauanuanpyjire curyaumo, xorna see 20 cpHpM 06pa3)'JOT xaprem..

OPH KaKofi CTaBKe npoueura cplipMe ssrroano napyuum, 'raxoe KapTeJIbHOe COrnaureane aa 6eCKOHe'lHO JleHCTBYlOw;eM psmxe.

52

11. Cnpoc ua nponyxujuo nyononua onHCbIBaeTCR cpopMYJIoA: p = 600 - - 2Q, rae p - ueaa ellUHlIL{bI roaapa. <1>YHKUIlH nanepxex B 3aBUCUMOCTM OT 06beMa surrycxa K3)1(1I0il cpUpMbI UMelQT BUll: Tel = 8000 + 60ql + (ql)2, TC2 = 4000 + 120q2 + (q2)?'

I) Paccanratrre napaaetpu paBHOBeCIDI, eCJIU ¢mpMbI BCTynHT B saprensHoe cornaurenae C YCJIOBHeM MaKCUMlI3aUIlU npu6blnll orpacna.

2) KaK U3MeH!!TC!! napaaerpsr paBHoBecIIH, eCJIlI: (2.1) nepB3jJ qmpMa aapyWHT KapTeJIbHOe cornaureune, (2.2) BTOpM cpMpMa HapylllllT KapTeJ1bHOe cornameane?

3) npe.llJlOJIOIKHM, 'ITO CPlfPMbl 3at()UOIfWlH norosop 0 paJlleJIe pblHK3 nononaM. Kaxoti BapHaHT KBOT ssrroneu JlJIH nepaott CPllpMbl, a KaKoll- LlJIR sropoa?

4) CpaBHHTe nonyseaasre pe3YJIbTaTbL Ilposenure auamn H cnenairre BbIBO)J, 0 TOM, K KaKOMY COrJIaWeHHlO MOryT npuihll CPUPMbL

12. PbIHO'lHblll cnpoc na nponyxutno onacsmaerca (jlYHKUIIeii D(P), me p - uena eIlHHltUbI nponyxuan. H3BeCTHbi CPYHKUllll 113Jlep)KeK B 3aBilC11MOCTlI OT omeMa asmycxa J(alKlioA cPupMbI: TC](ql) U TC2(Q2). Ilposenare cpaaanTeJlbHblll aaanus MOAeJIen puasa II 3anOJlHHTe CJIe)l;YIOW)'JO Ta6JlHUY B rpex sapnaarax, ecna:

l) D(P): Q = 12,5 - 0,5p, Tel::: 3q] + 10, TCl = 2q, + 15.

, ~ ~

2)D(P): Q= 120-p, Tel::: (qlt+5, TC2= (q2t+ 10.

3) D(P): Q = 60 - p, Tel = Sq, + 5, TCl = 0,5(q~)2 + L

Paollo PaDKODec·
Dec- PaDHooecHwR PaoHooecHwh PaDHOB«HaH
THn pWHKlI Hall H11II6wJ1b
lIali BblH)'CK Hpn6bWb DbIDyCK
Ul'na orpacnn 4'"P~lbl 41npMbI
orpacnu
I $npMa - MOHono·
nacr
II $l1pNa - NOHono-
i1I1CT
JlvonOi1H~ KYPHO
I $HpMa - muiep no
CTIKm.6epry
II 1JlIlpMa - iUl.llep no
CTIK!1~6epry
Eo Ph oa aa n 1I1lepCTBO Bo ecex rpex CJI)"laHx oueaure B03MO)KHOCm C03,IIaHllH xaprena, a ratose B03MO)KHOCTIl llOMHHllpoBaHllH nepson WlH BTOpoA qmpMbI no uene. 0pOJlOn)KM· Te aanonaeane Ta6JIIIUbl, ecJIH MOlKHO HCnOJIb30BaTb MaTeMamy.eC}me MO,QeJIH }JJlH pacxera napasrerpoe paaaoaecns lUIH ysaaamurx THnOB punxa, Ilpoaennre cpaannrensnu A )J(QHoMWlecKnll aHM"3.

53

c -, ' ~ '.

Teaa 6. MO,l(EJIH nOBE,l(EHHH (]lHPM HA PbIHKAX MOHOnOJlIICTIPIECKOfi KOHKYPEHUIfH

,:.,_.

):{ll<p<pepeHLJ;lIaUlHl npOJ{)'KUlHI KaK ~JleMeHT CTPYKTYPbl puaxa: YCJlOBlUI paBHOBecH.!!, ueaoaas H ueueuosas KOHKypeHUII.!!. Oc06eHHoeTII crtpoca aa npO~YKll,~ MOHOnOJIHeTuqeCKI1 KOHKypeHTHoro npe~npH.!!Tlffi. Pa3BllTlie MO~ ~eJlIl MOHOOOJlIlCTuqeeKoJ:i KOHKypeHuHlI QeM6epmlHa. TIpOtzyKTOBa.!! ~ll<p<pepeaunauua KaK iJ)QpMa crparertrrecxorc nOBe.neHHJI iJmpM aa pblHKe. BHeWHHe ~tPtPeKTbl nponysroaort .nll<p <pepeHUItaUH H. Orrrmransnsra ypoaens nponyxroBOH .llHtP <pepeH UllaUHH. rOpH30HTaJlbHa.!! (no MapKaM) 11 BepTI1KaJ1bHaJi (00 CopTaM) .llHtP<pepeHl(lIaUHJl. rosapa,

KOHKypeHUlJ.Il II npnasme crpaTerwIeCKHX peureuan B YCJIOBWIX npocrpancrsennotl .liHtP<pepeHll,Hall,1U1 opOAYKTa. Pons TpaHCOOp1"HbIX paCX01l.0B npli Bblpa60TKe crparerna nOBell.eHIUI aa psnnce. MOl(eJIb «naaensoro ropona» r.XOTCJUIHHra: npennocunxa, aHaJ1HTll'leCKOe npencraanenue H rparpa-recsas lIJIJllOCTpalUl.!!. CyweCTBOBaHHe H eJ]HHCTBeHHOCTb paanosecuoro peuienas. Ilpaxunn MHHHMaJlhHOfi npOCTpaHCTBeHHoii: .nH<p<pepeHUHaJ(UH «sa JlUHnH» H ero npO.!!BJleHlUI. Monens «ropona ua OKpyIKHOCTliJ-> C. Canona: npennocsmsn H B03MO}J(HOCTII aaammmecxoro peurenns C TO'IKII speuna nponaaua H, acxona H3 HHTepeCOB 06wecTBa B UeJlOM. Oueasa paCXOJl.OB ua nOKYOKY rosapa, OnTlIMaJ1bHOe 'IltCJlO tPHpM, npennaratountx Tosaphi WlIJIH ycnyru B «repone aa 01(pyxcnocra». Oc06eHHOCTH tPYHKUflH cnpoea aa rrponysuuto tPIIPM B «ropoae aa o KPYJKHOCT(1». Bonpocsr onTHMaJIhHOro pa3MeU(eHHJI tPnpM B «ropoze aa OKPYlKHOCTI1» 11 B03MOlKHoeTII BXOl(a aa phiHOK.

TIoTpe6HTeJlbCKHe npennoxrenas II BepTHKaJlbHll.II lllltP<pepeHUHaUHJI npoJlyKTIl. 3Ha'tlfMOCTh Ka'teCTBa roaapa llJlfl ycnyrn B ycrronnsx BepnlKaJIbHOH .llH<ptPepeHUlfaUIIIf npOCTpaHCTBa TOBapOB. KpHTepHH A.CBaHa .ll.JI5I. Mo.neJllIpoBaHilli BepTl1K.aJI1.HOll .llHiP<pepel1J.llIaUHU npOCTpaHCTBa TOBapOB. B03MOlKlIa51. KnaeCHtPMKaUHJI rpyrtn 00Tpe6HTeJleA U nocrpoemre tPYHKUUt1 cnpoca, Monens A.CaTToHa: rtpennocsmsn. aHaJIHTH'teCKoe OpeACTaBJIeHHe It rpadnrsecxaa I1J1- mocrpauna. PaBHOBeCHoe perneHlfe MOl(eJiH. Beprnkam.aaa l(I1<PtPepeHUHaUU.!I H cerMeHTaUHJI pl.lHKa. ACHMMerplUl I1HtPopMaUI1I1, crerteas OCBe.nOMJleHHOCTH noxynarenen H opraH1I3aUH5I. TOprOBJIH na BepTHKaJlbHO .lIH<PiPepeHllHpOBaHHOM psnnce, BepTUKaJIhHll.II l(H<PtPepeHUUatuffi 'rosapa KaK. CTHMYJ1 K sepraxansaon aurerpauan <pllpM. BepTlIKaJlhHa51. .nuiPtPepeHUIIaUH5I. nponyxta II pe3YJ1bTaTHBHOCTh <PYHKllHOHHpOBaHlIJI PI.IHKOB MOHOnOJlIlCTH'teCKOH KOHKypeHUHH.

}1onMHUffle/lblWR JlUmepamypa

1. Fam.nepaa 8.M., Hruarsea C.M., MOpryHOB B.H. MHlCP03KOHOMHKa. Cn6.: 3KOHOMH'teCKalI uisona, 1998. T. 2. r naaa 12.

2. Teopns orpacneasrx PbIHKOB II Bexa 3KoHOMH'tecKofi MblCJUI I Ilon o6w. pea,

A.r. Cnyuxoro. Cn6.: 3KOHOMH'leeKlUI uixona, 2003. '.

54

.1. THPOJlb)l(. PblHKH If PbIHO'tHlUI nnacrs: TeOpltli opraamaumr rrpousnunenaocru I Ilep. C aarn, C06.: 3KOHOMlt'tecKaJI ursona, 2000. T. 2. q. 2. Fn. 7.

4. Hote!ling H. Stability in Competition II Economic Journal. 1929. Vol. 39, 153 (March). P. 41-57.

S. Salop S. Monopolistic Competition with Outside Goods II Bell Journal of Economics. 1979. Vol. 10. P. 141-156.

6. Sutton J. Sunk Costs and Market Structure. Cambridge, Mass. MIT Press, 1993.

P.35-81.

7. Gabszewicz J., Thisse J.-F. On the Nature of Competition with Differentiated Products II Economic Journal. 1986. Vol. 96. P. 160-172.

3aoaHilil u ynpaJICHeHUR

1. Ilonoca nnaxa OpOTJlHYJlaCb no np.!lMoi1 JlUHIlH na 100 M. Ha paCCTOJlHIm 40 M OT onaoro KOHua nnsaca H 10M OT npyroro paCnOJlOlKeHbI l(Ba OYHKTa aaxasa nuuuu: A II B. Florpefinrenu pacnonaraiorcs paBHOMepHO no sceri nonoce OJI.!!JKa H 3aKa3b1BalOT ontry nuuuy B e,IU1HHUY speaenn na Ka)l<.noil ellHHIIue npOTJI)KeHHOCTJ.:1 RItHlIn nJ1.!1lKa. r.hnep)l<Kn nccraaxa 3aKIl3a OT rnorioro II3 nayx nyHKTOB .1(0 MeCTa Ha3Ha'teHIUI paaast 0,1 py6.!M. H3AeplKKII npoaasoncrsa If peaJIH3aUIfH nHUUbI He paccstarpnaarorcx - 6YlleM cxaran., 'ITO OMH paBHhl aymo,

1) Onpenemrre ueHbl aa niJ.UUY (PA 11 PB) It o6beMhI oorynoK-OpOll,alK nHUW>1 (qA H qB) B OYHKTax 3aK33a A H B, a TaKlKe opIl6wnH OT peaJlH3aUHH nauuu B 3TUX OYHKTIlX.

2) KaK 1l3MeHHTC.!I paBHOBeCHoe peureuae MOlleJ1 II , ecnn KalK)lbIH nyHKT ·laKa3a 6YlleT pacnonararsca ua paCCT05l.Hlt.H 20 M OT cOOTBeTCTBYlOwero KOHu,a IlMIlKa?

2. Haceneaae oC"lpoBa B xomruecrae 100 '1eJ10BeK pasaouepao pacceneuo no ero o06epelKblO - 110 nepnrpepuuecxon OKPYJKHOCTIf nporaxeaaocruo 1 KM. Bnons n06epelKb.!l paanouepno pacnpenenenu 4 TaBepHbl, B Oll,HOJ.lH3 KOTOPblX Ka)K.lIhlll )KHTenh ocrposa exenaeano ooenaer. Tpaacnopraun TaplHil (t) aa npoeaa Bl(OJIh o06epeIKMI COCTaBJ1J1eT 24 pyfi. aa KltJlOMCTp. <DyHKUHH 06UlHX lt311,eplKeK KalKl(OHlI3 rasepa IIMeeT BWl(: TC = 50 + 5Q, me Q - '1l1CJIO ooenoa, rtonaaaensrx elKe1lHeBHO.

1) Hatimrre cpenane 0611l,He (COBOKyoHble) 1I3l(eplK}m aa I ofien;

2) KaK 1I3MeH.!lTCJI cpenaae 06l1l,l1e lI311ep}KKII aa I 06ell Opll YBeJ1H'teHI1I1 '1HCJIa TIlBepH .1(0 5 I1JII1 no 6?

3) Onpenemrre OOTHMaJIhHOe - MI1HHMII3HpylOU(ee coeoxyrmsre lI311epIKKH - 'tHcno rasepa sa nofiepexse (c TO'IHOeTl.lO.no uenoro 'tHcna);

4) KaK l(OJ1)KHO H3MeHHThC.lI OOTHMaJIbHOe 'tHCJ10 rasepa na n06epe)Kbe npa YBeJIuqeHIIH HaCeneHHJI OCTpOBa ao 400 senosex?

55

3. Hacenemte I10CenKa, pacnonoxeunoro I10 nepuxerpy xpyrnoro osepa npOT1llKeHHOCTblO 1 KM, COCraBJHreT 600 '1enOBeK. B nOCeJ1Ke 4 IIAeHTR'lHblX rpasrupa, B O.llHOM 113 KOTOPhlX KalKllblH )KllYenb emeAHeBHO ofienaer. Tpancnoprnurt rapltq. (t) sa I1pOe3A snom, no6epelKMI COCraBJHleT 6 py6. sa KIlJIOMeTp. cDYHKUHlI ofiunrx maepxex Ka)l(!I.0ro 1t3 rparcrapos HMeer BlIJl.: TC = F + + 3Q, rne Q - 'IHCJIO ofiezioa B )1;eHh, F - CTOHMOCTh o6mHX I10CTO.lIHHhIX sarpar KaJK!Ioro rpaxrupa (8 pacsere Ha 1 lleHb). Ka)I(l(b1H lKl1renb 06e1l.aeT taM, rne 06eD; o6XO.ll,HTC)! nemeane II3 pac'Iera COBOKYIlHhIX sarpar aa e)J;y M rpaucnopr.

1) nYCTl, B nepsos; 'rpaxrnpe otien cronr P! py6., a B rpex npyrux - Po py6. (p! > po). BhlJlHWMTe q.YHlO . .\IIIO cnpoca ua ycnyru nepaoro 'rpaxrnpa. Busemrre laBMCMMOCTb OJlTllMaflhHOH ueHbI II orrraaam.noro .!l,JHI nepaoro 'rpaxrnpa 06<.eMa noxynox-nponax OT ueasr KOHK)'peHTOB, eCJIU UeJIMO ero nearensnocrn JlBJIJleTC.I1 MaKCHMIl3aW·HI npIl6hInJ.i.

2) KaKoBbI paBHOBeCHa)! uesa If 06'beM rroxynox-nponas; KruK1l.0ro rpaxrapa, eCJIM ace rpaxrupsr ycranoaar 0.!!.H)' Il Te )Ke ueay, HMejj paBHhIJ:'! aocryn na pbIHOK? Kaxosa 6yuer IIpH6b1JIh Ka)K.!!.oro Il3 rpasrupos npn F = 100?

3) Onpenennre, CI<OJlbKO rpaI<THpOB 6blJIO 6b1 B I10CeJlKe B nonrocpouuov nepnone, ecrnr 6bl OHll MorJIll MeHjjTb caoe MeCTOIlonOlKeHlle 6el KaKlfX-n1l6o H3.!l,eplKeK (npn F:;; 100) II HX np1I6blJlb B YCJIOBHJlX paauoaecus 6b1JIa 6bl pasna (ctpeannacs 6hl K) H)'JIlo?

4) Kaxoao 6blJlO 6bI ofiruecrseaao OllTHMaJIbHoe MJI aaHHoro nocenea - MHHHMH3HpYlOwee coeoxynnue 1l3.neP)KklI npa F:;; 100 'IHC110 rpaJ<TlipoB? Ormrsaercs Jlli OHO OT OrITliMaJIbHOro B )1;OJIrOCpO'lHOM nepnone 'IHCna rpaxrnpon, HaM:.!!.eHHoro B rpeTbeM IIYHKre? ITpoI<OMMeHrHpyIlTe curyaumo.

. ~ ',

.\'"

56

,,", TeMa 7. UEHOBAJI .z:r;HCKPHMHHA..UIDl

MOHOnOJIbHaJi BJlaCTb q.HPM M crparerus l.{eHOBOM: ,l{HCKpHMMHaUliM (llHifliflepeHII.HpOBaHHoro neuoofipaaosaaan). Tpn creneaa ueHOBO" .llIlCKplIMHHalJ,MH !CaK pal.JUf'lHhle cnocoou H3bHTIfJl Ii nepepacnpeneneaas H3nHUlKa norpeonrena B IIonb3Y npOH3B01l.lITeJI.Il.

COBepWeHHaJI. ueHOBM )),HCKpIfMHHall;IUI HJIH ueaosaa .llIlCKpHMHHaUHJI nepaori CTeneHH. Asamrrasecsaa sepcua Mo.uenli. npHMephI lI3 I1paJ<THKIl q.YHKUMOHHpOBaHHJI orpacnea U PblHJ<OB. Cxeusr ueHoo6pa30BaHHJI, ofiecneauBaIOJ.JJ:IIe peamnaumo crpareran COBepweHHOJ:'! ueaoaort .1lUCKpHMItHaUUIl. CoII.HaJIbHhIe narepecsi It crparerns coseptueaaoti ueHOBO" llItCJ<pIfMHHaII.HH.

UeHOBaJi 1l.ItCKp"MlIHaUIt.ll BTOpOJ:'! CTeneHH ('1aCrll'lHa.lI .1lItCI<P"MItHalJ.HJl). «CaMoor60p» norpe6llreneJ:'! KaK cnoco6 peamnaaan ueHoBoi1.nIlCKpHMHHaUIl" aropoa crenenu. OCHOBHble cxeMhl ueaoofipasosaana: .nBYXCTaBO'lHhlH rapliq. It 611 0'1 Hoe ueaootipasoaaaae.

Crpyxrypa .1lBYXCTaBO'lHoro Tapuifla. npo6neMa Bbl60pa rrapaaerpoa llBYXCTaBO'-lHOro rapIfq.a. AHaJl1I3 B03MOlKHblX I10)),XO)),OB K HalHa'leHIDO q.HKC"poBatJHOH II nepeMeHHoli IIJIaThl. OnTlfMaJJhHhIH llBYXCTaBO<fHbIH rapuq.. ):{Ba nonxona K onpeneneamo onTHMaJ1bHOrO llBYXCTaBO'lHOro TapM$a:

I) OnTHMMhHblH Tapnq. !(aI< npezensaas ouemca YCJlOBHO OIITlIMaflbHOrO llBYXCTaBO'lHOro rapmpa;

2) OnTIlMaJlhHhIA llBYXCTaBO'lHblH rapndi C nosauun npennosreauti norpe- 6lITeneil:. OnTHMaJlbHbfii o6beM noxynox norpe6ureneii C BblCOKOti roTOBHOCTblO IIJIaTMTb, KaJ< COUliaJIhHO OllTliMaJJ bHb! j:\.

b110'lHa.ll cxexa ueaooopaaoaaans. Onpeneneaue. npm,tepbI H3 npaKTHKM q.y"KUUoHIfpoBaHHJI orpacnen H pbIHkOB. AHaJlUTlf'leCKa.ll aepcns M01l.enH 6.110'1- noro ueaootipaaosaaaa. Ilpasano omuaansnoro Hal Ha'lemHI WJ<Mhl uea. JIllHeHHblM CJJy'Iaii 6JlO'lHOro ue Hoo6p330BaH MJl: JIMHeliHhIe q.YHJ<UIDl cnpoca 1I COsoxynaux asnepxes. Onpenenenue OnTHMaflbHOrO pasxepa naprMM rosapa. GHCJIOBble If yqe6HbIe npHMepbl npIfMeHeHHlt ueHOBoA crparerna .!I.MCKpHMIfHaUHH BTOpoi1 creneaa.

ll.eHoBan .llIlCKpHMHHal.lWl rperseti CTeneRM. OCHOBHhle npennocunxa U asanarmecxaa BepCHJI MOllenM. Heo6xo,I{HMoe YC.JIOBHe OllTHMaJlbHOCTM. IlpaBlIJlO onruaam.aoro H3)Ha'leHHn uen llJ1.1l Pa3Jlll'lHbIX xareropaa nojcynareneti If npasuno 06paTHhiX )JIaCrH'lHOCTeH. fpal$H'-IecJ<a.ll nareprrperauns npliMeHeHWI npasana ormoransnoro uenootipaaosauua B YC110BH.IlX Al{CKpHMHHaUlfM rperbeM: CTeneHH .

Crparernxecxoe 1I0BeneHHe 4mpMbI B YCJlOBlUIX 3q.cpekrllBHoro ocyniecrBJIeHHJI neuonon JUiCKpHMIfHaUHll. nOCne.!l,CTBHJI ueHOBOJ:'! aHCKp"MlfHaUIll{ .nJJ)! 06meCTBeHHoro 6narocOCrO.llHHJI H pasatrraa I<OHKYpeHUIfH.

57

Ilpmsepsr npHMeHeHIDI ueHOBOH llHcKpUMHHaWIH B npaxraxe CPYHKWfOHHpOBaHIDI orpacnen 11 pbIHKOB.

J!onOIlHUme.J/bUllJIlIumepamypa '"

l. CMO K.K. Ynpaaneuuecaaa 3KOHOMHKa. 7-e H3ll. M.: MH$PA-M, 2000.

2. X31i ~., MOPPHC ~. Teopns opraauaauuu npOMbJIIlJIeHHOCTH I Ilep, C aarn CIT6.: 3KOHOMlI'leCKaJl IIlKOJ1a, 1999. T. I. l£. 2. Fnasa 6.

3. Phlips L. The Economics of Price Discrimination. Cambridge: Cambridge University Press, 1983.

4. Schmalensee R. Monopolistic Two - Part Pricing Arrangements II Bell Journal of Economics. 1981. Vol. 12. P. 445--466.

. " ..... ' ~J'j" ..

:l ~f~ ·~~f···

',). 'I]!

... ~ :~···4·:·~. ('- -. :(\.:~;"~.

"

58

TeMa 8. BEPTHKAJIbHAJI MHTErpAUHH H ,I(IIBEPCHIl>IlKAI..I,IUI

Ilpennocunsa B03HllKHOBeHIDI TeH)leHlJ,IUI K BepTllKaJJbHOMY 06beD.l1l-leHHlO ¢lUpM. CYIUHOCTb sepTHKaJJ.bHOH mrrerpauaa. ,Usa 3Ha'leHl-UI TepMHHa «BepTI1- KaJJ.bHM IfHTerpaUIDI>' B 'reopnn orpacneaux pbIHKOB. Beprasansaaa uurerpauns H aepraxansasre OTJfOWeHWI. BepTllKaJJbHM HHTerpaUIfJI H CneUlfilJIH3aIlID1. BnD.bl eepraxansuon uarerpauaa: HHTerpaUIDI «snepea» II lUITerpaUWI «nasaa». l.JaCTH'lHM BepTHKaJJbH8JI narerpauaa. BepnIKaJIbHbliI KOHTPOJIb. «BepTlIKaJJbHM KBa3"HHTerpaWUl)-)-.

MOT,IIBbI It CTHMYJIbJ K B03HUKHOBeHJOO pa3JIIt'IHbIX CPOPM BepTlIKaJJbHoti HHTerpaUHll: TeXHOJIOnl'leCJ(ali )KOHOMWI, )J(OHOMWI aa lpaHcaKUIIOHHblX 1f3- nepxxax, HeCOBepIUeHCTBO psnuca, pacunrpeuue MOHonOJIbHoR BnaCTII, CHU)!(eHHe naB1IeHWI rOCYllapCTBeHHoro perynHpoBaHlliI. B03HUKHOBeHue )1,BotiHoR Map)!(HH3JIbHOH Ha.ll6aBKH.

MllKp03KOHOMl1'IOCKOe MOnenitpOBaHHe npoueccos aepmxam.noti WHTerpaUUIl U npo6neMa )1,BOHHOfi MapIKIiHaJIbHOA Ha.ll6aBKIt. ¢aKTOpbI, onpeaenmoume C'rpyKTYPY MIIKP03KOllOMH4eCKUX Mo.a:eJ1ei1: rexaonorns npOH3BOnCTBa, cnpoc na KOHeQHbIH nponyxr, CTpyKTypa PblHKOB xoaennoro U rrpoaexyrosnoro nponYKTOB, HaJIH'lUe PbIHO'-IHOH B1IaCTII y noxynarenen npOMe)!(YTO'lHOrO nponyxTi. H1MeHefme CTPYKTYpbI PbIHKOB B pesynsrare sepraxam.aort IfHTerpaulIlf.

MOlleJIHpOBaHHe cUTyaL(IIH nOCJ1e.nOBaTenbHhIX MOHononliH 11 )cp¢leKTliBHOCTb aeprueansaon IIHTerpaUliH: npennOCblJIKH, aHaJIltT1f4eCKOe rrpencrasneHue Ii rparpanecxaa HJI1IIOI.:TpaUHlI MOneJ1U. TIpo6neMbi PbIHO'lHOJ:i BnaCTH aepTUKaJJ.bHO IIHTerpIIpoBaHHhIx ¢IlIpM.

Bepraxansaaa aarerpauns na pblHKax coaepmennon KOHKypeHUHH. Monem, A.KapJIToHa - KaK ofiocxosaaae ueJIeC006p33HOCTU BepTIIKaJJ.bHoti HHTerpaunn na psmxax coaepureaaoii KOHKypeHuHH. fpacpH'lCCKOe npencrasneane MOnenli. CQfl0CTaBJleHHe ueHbl rosapa II Sep01l.THOCTII ero aocrynuocra.

06IIIeCTBeHHoe 6JIaroCOCT01l.HUe II 3cpcpeKTuBHoCTb BepTHKaJIbHOH HHTerpaUIiH.

ACKMMeTpllJl UH¢lopMaIUfII, neonpeneneunocrs H ueJleC006palHOCTb sepTUKaJJbHblX o rpaaaseuati. I1>OpMbl aepraxam.aorc KOHTPOmt. HeJIHHellHOe ueaootipaaosauue: nByxCTaBO'lHbliI Taplfcp 1I WpaHIUU3a. OrpaHH'leHWI aa KOJ1II'IeCTBO aaxynaeasix pecypcos. CB1I3aHHble nponaxn. PO~J1TII. Hcxmosasotune KOHTPaKTbl If UCKJIKl'lalOIUUe CD.enKH. Orpauaveune xpyra noxynarenen. Ao" nonaurensaue o6H3aTeJIbCTBa no KOHTpaKTaM.

Focynapcrseuuoe perynnpoaaune nponeccos BepTHKaJIbHOil UHTerpaUHu.

Bepruxam-uas II HTe rpauw1 , BepTItKaJIbHble CJIItJlHIIH (nornouienna) Ii yposeas KOHKypeHUliu Ha pbIHKe. Oueaxa llJIKlCOa H MHHycoa BepTHKaJlhHOIl HHTerpaUIiU C TO'lKII speaax noseneuua aepTHKaJIbHO IIHTerpIIpOBaHHblx WlIpM H pelYJIbTaTOB !IX nearensnccrn.

59

Ilonxonu K H3MepeHHIO BepTJII<anbHoi1 IfHTerpaUHH.

, Beprnxaxsaaa nsrerpauas B nepexonuon 3KOHOMIiKe. Beprnxansnaa HHrerpanas: MOTHBbJ, cTllMynhl H tPaKTOPbI paasaraa B 3KOHOMliKe POCCMH. XonD:HHfll, tPHHaHCOBO-npOMhIWneHHble rpyrmu ana narerpaposaamre 6H3HeCrpynnu KaK tPOpMa BepTHKMbHOH ntrrerpaunn B POCCHH. )l;pYfMe tPOPMbI BepTliKMbHO lIHTerpHpOBaHHbIX C1'pyKTyp na POCCHHCKllX psmxax, creneas HX pa3BHTU.lI H oueaxa 3tPlPeKTHBHOCTH. Ortroureaaa naeansvecraa, TOJlJlHHr. TeHlleHUHH oIPopMJleHHlI H p<UBHTH1I aepraxansnux orpanmenun aa POCCHHCKHX psnncax,

.11.IIBepCH~HKaIUIlI H 06p<UOBaHHe KOHr.1l0MepaTOB. ITOH.llTHe llHBepCHtPII- KaUlili B WHPOKOM II B Y3KOM CMbICJIe. Blillbi llHBepCHtPIIKaUIIII: npOllYKTOB3.lI, MapKeTIIHfOBM, TeXHOJIOfH'leCK3.lI H 'IHCTa.lI KOHrJlOMepaTHa.lI. TIpelinOChlJIKH KOJ1H'1eCmeHHOrO anannsa npOueCCOB lI,HBepCII~IIKaUHll.

Ilapasrerpsr, acnomayeuue )l)UI OueHKII ypOBH.lI llHBepCHtPUKaUllll nesTeJIbHOCTH ~llPMbI: '111CJlO H OTHOCHTeJlbHb[e pa3MepbI orpacnen, B KOTOPblX pafioraer paCCMaTpHBaeMM tPUpMa. Tpe6oBaHH.lI K KOJIH'leCTBeHHhIM noxasareJI.lIM llHBepCIItPHKaUHlf (HHlleKCaM llHaepcmllllKaUHH). Kpussre llHBepCHtPHKaUHII U IIX MeTOllOJlOruqeCKoe 3Ha'ieHue.

Ouensa BHllOB OCHOBHOH H BTOpOCTeneHHOH llellTeJlbHOCTH tPUPMbI H npo- 6JleMhl ItlMepemVl. lIlfaepClftPUKaWlH ee lle.!ITeJlbHOCTH. IToKa3aTeJlH (IIHlleKCbI) n:HBepcHlllllKaUlflf. tIUCJ10 orpacnen, B KOTOPblX paooraer tPHpMa. K03tP$HIUIeHT cneuaanaaaunu. HHlleKC Beppn. HHlleKC »rrponaa. HHn:eKC ATToHa. CpaBHHTeJIbHblH ananas lfHl1eKCOB JlUaepCHtPUKaUHH, HX npeauyutecraa H HeliOCTaTKH, '1YBCTBIITeJ1bHOCTh K H3MeHeHHIO napauerpoa llHBepCHtPHKaUlfH.

OCHOBHble npH'IHHbI llIIBepCUtPHKaUHH lIe.llTeJlhHOCTH WHpMbI: 3tPtPeKTHB- Hoe HCn0J1b30BaHHe cpencrs, a TOM '1HCJle, cpencra npOU3BOllCTBa, MaTepHaJlbHhlX u ueMarepHaJlbHhIX 8KTHBOB H rpynoaux pecypcos, H cospauienae WIIHaHcosoro pHCKa',

.11.HBepClI$HKaI.I.HlI KaK tPOPM8 crparerasecsoro noaezeans tPUPM ua Pb[Hxe. Oueuxa nOCJIelICTBHtt !lHBepCH$HKaLUlU )IJJ.lI $IIpM, punxos II otimecraeunoro 6JIarOCOCTO.llHll.lI B uenou. )l;uBepCII$llKaUUll H KOHKypeHUHlI. .11.HBepCIItPHKaUlf.ll: reOpeTH'IeCKIIe MOlleJlH U 3MnHpll'leCKHe nccnenoaaHH.lI • .11.HBepcIItPllKaUII.lI )IellTeJlhHOCTII tPHPM B npouecce WYHKUHOHHpOBaHH1I OTpaCJleH H PhlHKOB B POCCHII.

JronOJlHU1tleJl6HaJI Jlumepamypa

L Asnameaa CE. X03.l1HCTBeHHble CB.lIJH B POCCHttCKOti npoMblwneHHocTH. M .• 2000.

2. AHaJIlIJ ponn HHTerpHp0BaHHbIX crpysryp aa POCCHHCKHX TOBapHblx psiaxax I Ilon pen. CEi. Aanaureson, A.3. ACTanOBH'Ia, AE. Illacrnrxo. M.: TEI1C, EilOpo )KOHOMlI'IeCKOrO aHaJIH3a, 2000.

3. )J,HCryCCHll no np06neMaM llHBepcmllHKauHH ua CTpaHHUax lKypHana «IIpo6neMbI reopun H npaKTHKlI ynpasneana».

60

I'eopas orpacneaux PblHKOB II Bexu 3KOHOMH'IeCKott MblcnH I Ilon 06w. pen, Ar. Cnyuxoro. CII6,: 3KOHOMlI'IeCKa5I WKOJla, 2003.

YIIJlb.llMCOH O.H. BepTHKaJlbHaJI HHTerpaUH.lI npoinaoncraa: co06proKeHH.lI no noBOllY HeY1Ia'1 punsa /I Teopns 4lHPMbl. cn6., 1995. C 33-53.

5lKoBneB A.A. 0 npasnuax fiaprepa, uennarexett II YKnoHeHMlI OT ynnaru nanoros B poccattcsott )KOHOMHKe /I Bonpocsi 3KOHOMHKH. 1999. N2 4.

X3ii ll, MOPPHC )J" TeopHJI opraHH3aUHH npoauurnenaocru I Ilep, c aarn. Cn6,: 3KOHOMH'IeCK3.lI mxona, 1999. T. L q. 2. I'nasa 6; T. 2. \{. 3. Fnaaa 10.

lllepep o.M, Pocc Il, CrpYKTYpa orpacneasrx PblHKOB II Ilep. C aHrJI. M.: l1l-I$PA-M, 1997. Fnaaa 3.

Abiru M. Vertical Integration, Variable Proportions and Successive Oligopolies II

Journal of Industrial Economics. 1988. 36-3. P. 315-325.

10. Carlton D. Vertical Integration in Competitive Markets under Uncertainty /I Journal of Industrial Economics, 27. P. 189-209.

II. Maddigan R.J. The Measurement of Vertical Integration 1/ Review of Economics and Statistics. 198 L 63-3. P. 328-335,

12. Perry M.K. Vertical Integration: Determinants and Effects /I Handbook of Industrial

Organization. Vol. L Chapter 4. .

l3. Westfield P.M. Vertical Integration: Does Product Price Rise or Fall? /I The Amencan Economic Review. 1981. 71-3. P. 334-346.

of,

5,

6.

7.

8.

9 .

3aoaHUJI u ynpaJICHeHuJI

I

1. Cnpoc norpefinrenef ua KOHe'lHbltt TOBap HMeeT BUll: Q = p2' Pac-

CM01'pIlTe lIBa aapnairra PbIHO'IHOtt crpyxrypst: KaCK311 MOHOnOJlHA II BepTHKaJlbHO IIHTerpHpoBaHuyIO MOHonOJilOO. TIYCTb no anrerpauna npOH3BOllHTeJIbMOHOnOJIIICT npollaeT nponyxr MOHonon acry-onroaaxy. n pelleJlbHble H3lleplKKH npOH3BOAHTeJl.ll paaau CB' Bees o6beM nponysra, xoropsia onTOBHK noxynaer y npOIl3BOlIHTeJ1.l1, OU nponaer aa puaxe. Ilpeaensaue H3n:eplKKII onTOBHKa CKJlal1bIBaIOTC.lIll3 nOKYnHoH (onroaoit) ueasr PB H C06cTBeHHbIX 1tl1leplKeK CA'

ITPOII3BOllHTeJIb H OmOBHK UHTerpHpYIOTC.lI B ennayro MOHononHIO. Onpenemrre napasrerpu paBHOBeCl1.l1 llO 1I nocne lIHTerpaUHII, Cnenaiire sueon 0 npelinO'ITHTeJlbHOCTII PblHO'IHOH CypyKTYPbI C TO'lKH 3peHHlI )KOHOMll'IeCKHX arearos, KOHe'lHbtX nOTpe6HTeJleH II ofiutecrsa B uenon.

2 Crrpoc ua P03HH'IHOM phlHKe OIlHCbIBaeTC.lI ~yHKLUfeJ.t Q = 240 - 2P. ¢lHPMa, lleACTBYlOLUa.ll aa pblHKe rrpoueacyrosaoro rrponyxra, lIMeeT pasaae II noCTOJlUHhle cpenane II npeaensnue H3n;eplKKll: AC = MC = 60. $UpMa, lleAcTBYIOuias aa psmxe xoaenaoro nponyicra, nOMHMO uensr pecypca raxaee liMeeT pasHble H nocrosauue cpennue II npenensnste H3lIeplKKH: AC = MC = 40 . .11.JIJI npousaoncraa OlIHOH elIHHIIUbI KOHe'lHOfO nponyxra Heo6xOllHMa onua ezunraua npoueayrosnoro nponyxra. TIOKYnaTeJlII PbIHOqHOH BJlaCTblO He 06J1alIaIOT. Orrpenemrre, KaK BepTlIKaJIbHa5J lIHTerpaI.I.H.lI nOBJ1ll.l1eT aa npII6blJlb 06eHX 4'HpM II aa suarpsun KOHe'lHblX norpefinreneti npn ycnoaan, 'ITO:

61

a) Il na psruse rrpOMe)!(yrO'lHOH npOJl.YKUHH, " aa psrnxe KOHelfHoit rrpoJIYl\UIUI JIeHCTByeT IlO OJl.HOMY npOH3BOJl.MTeJIIO-MOHOnOJIHcry;

6) II aa psraxe npoMelKYTO':lHOii IlpO,nYKUI1H, Il na phlHKe l\OHe'lHOH npoJl.YKUHll nencreyer no rpa qmpMhl-OJIUrOnoJlucTa, B3aHMOJl.eilcTB)'IOllUiX no KYPHO.

Cnenaare BbIBOJl.hl OTHOCHTenhHO npeJl,IlO'ITllTeJJbHOCTH BepTIIKaJlhHOil uHTerparum.

3, Ilycrs Jl.JJ~ rrpOH3BOJl.CTBa o,nHoil e)UfHHIl.hi rosapa A 1pe6)'lOTCH 1 e)IHanua TOBapa B 11 1 ennaaua rosapa C. Cpennne Il3,!Jep)KKH npoH3Bo,!JCTBa pecypca B nOCTO~HHhlll pasnu 40, a cpennae ll3lleplKKn np01l3BO.llCTBa pecypca C nocroaunu Il paeasr 20. ¢IHpMhI, npOH3BOll}IIllUe nponyzr C, lleiicTsYk)T B ycJIOBIlJIX coaepmeaaon KOHK)'peHUIHf, a PhlHOlC npoayxra B MOHOnOJIH3l1poBaH. Ha pbJHKe KOHe'lHOrO rosapa A lIei1ctBYeT oaaa 4mpMa. Cnpoc sa pW-lKe rosapa A 331l3H tPYHKUMeii; Q ::: 420 - 2P, rzre P - ueaa e)lllHHUM rosapa, Paccvuraare 06beMbJ npouaaoacrsa fI ueHbJ rosapoa A, B, C, a TaK)Ke npfl6b1JIli COOTBeTCTB)'lOIUflX $HpM, KaK B cnysae ax aSTOHOMHbJX aelfcTBull, T3I\ U B cnysae BepTUKaJIhHotllfHTerpaUiffi.

4. (!)upMa-MOHOnOJlHCT, npomaonamas KOHe'lH)'IO npOJlYKIUno Z, nponaer ee Ha puaxe. rne cnpoc orracsraaercs !flYHKllHeii; Qz = 1000 - lOPz, rne Pz - ueua eJl.lIHlIUM OPOllYKUliH. B IlPOU3BOJl.CTBe KOHe'lHOrO nponyxra lICIlOJlh3YIOTClI nna Tuna npouexyrouaon npOllYKUlIH - Xli Y. IIPOH3S0llCTBeHHall $YHKllUlI HMeeT san: Qz = JXY . PhlHOK npOMemyTO'lHoJ:i nponyxua» Y JlBJ]JleTCIl PhlHKOM cosepureaaon KOHKypeHuHu, IIpH'leM cpeaaae H3.[eplKKH ero npOH3BOPCTsa IIOCTOIIHHM fl pasnsr 2. Ha psnnce IIpoMelKyTO'lHotl nponyxua« X neticreyer f!lHpMa-MOHOilOJIHCT, "POlf3BOIDHua.ll TOBap C OOCTO.llHHhlMU cpellHHMu 1I3Jl:ep)l(-

, KaMK, paBHblMK 2. 3allHTepeCOBaHbI JlU npo1I3Bo.[HTeJIH B BepTUKaJIbHOll lIHTerpanaa? Orner ofiocaosars.

S. B ra6J1HUe OpHBeJl:eHM naaasre 0 pacnpeneneunn pa60THlIKoB KOHrJIOMepara no orpacnaa, me OH Q>YHKUlIoHHpyeT:

Orpaem, YlI,e.llbHbJii lIee paooTHlllCoB
I 0,30
2 0.05
3 0,50
4 0,15 I) Oueanre creneas Jl.HsepcmiJUKaUliu KOHrJIOMepaTa C nououuao HH)leKca ATToHa.

62

'-

2) '4eMY paaen HHlleKC ATTOHa, ecna q,l1pMa nOJIHOCThIO CneUHaJIH3HpOSaaa l1JHI paauoaepuo llHBepcfJ(lmUlIpoBaHa B serupex O1pacJIJIX? Orser 060CHOaars.

6. B Ta6JIHue npaseaeusr .uaHHhle 0 pacnpeaeneaaa pa60THHlCOB KOHrJIOMepaTa IIO 0tpaCJ1HM, rlle OH $YHKUlIoHHPyeT:

Orpacn], KoJIU"ecrBO pa60THHIWB
1 14 ooo
2 3000
3 25000
4 8000 ( I) OueHMTe creneus .[HBepCHq,I1KaUllH KOHrJlOMepaTa C nOMOlUh}Q annex-

ca EePPlI.

2) qeMY pasen IIH.[eKC Eeppu, ecna $lIpMa nOJIHOCtblO cneuaanasapoaaaa llJIIl paanoaepao lllIBepcu¢muHpoBaHa B 'leThlpeX orpacnax? OTBeT 060CHOaars.

7. B Ta6JIHUe npuaenensr .[alUlMe 0 pacnpeneneaaa pa60THHKOS KOHrJIOMepaTa no otpacnsss, rne OH Q>YHKUJlOHHpyeT:

OTpaC.IIb npolleHT pa6oTHHKOli
I 10
2 40
3 20
4 30 I) Oueaare creneas Jl,l:IBepCH4lHKaUHU KOHrlJOMepaTa C nOMoW,hIO HH.[eKca 6epPH ..

2) B CKOJlbKlIX orpacnxx norrxna .[el1cTBoBaTb panaouepno .[HBepcHq,HUHpoBaHHIDI q,HpMa C TalUIM ll\e 3Ha'leHHeM HH.[eKca Beppu? (OtBeT 060CHOsars.)

8. B ta6J11I1l,e rrpuaeneau nasnsre 0 pacnpeneneuaa pa60THHKOB KOHrJIOMepaTa TIO orpacnax, rne OH !flYHKUHoHlIpyeT:

Orpaeru, KOJm "eCTBO pa6!rtHHlwB
1 2000
2 2000
3 2000
4 2000
5 12000 63

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At) OUeHHTe creneas JlHBepCmpHKaUllH KOHrJIOMepara C nOMOIIlhlO HHJleK~ COB TrOHa If Beppn,

2) Cpasmrre nonyseaasre pe3YJII,TaTbI. CYlUeCTBYfOT lUi pa;~W1'~'O~~~~ ICe crerresa LUIBepcwtmKall.llH? EeJIH - na, TO 06bJleHlfTe, KaKHe.

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64

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TeMa 9. CTPYKTYPA PbIHKA II PEKJIAMA

BJlJllJ peKJ1aMHoil JleJlTeJJbHOCTH. HH$OpMltp)'lOlllaJl H y6eJKll.aJ01UaJl pexllaMa. Dpo6J1eMbl H3MepeHHSI I1HTeHCHBHOCTI1 peKJIaMHoil .nenTeJlbHOCTH. OueH~ Ka MHTeHCHBHocnr peKJ1aMbi C TO'!KH 3peHillJ nOTpe6HTeJlJl, npOM3BoLvITeJIH If

o6meCTBa B uenou.

CnOCo6bll13MepeHU51 RHTeHeJ.l.BHOCTH peKJlaMhI:

• aa OCHOBe pacsera YJleJlbHOrO eeca paeXOJlOB aa peKllaMY B 06beMe pea-

111l3awm npo.a:yKUHlI !lmpMhl;

• aa 6a3e CpaBHllTeJIbHoro aHaJIl1.3a paCXOJlOB na peKJlaMY B proJHNHhlX

crpaaax (no oTPaCJUIM, phIHKaM " no CTPaHe B Ll,eJlOM) If B plUJIWlHhle npOMe~

1K}'TKH BpeMeHI1.

np06J1eMhI OnTHMH3aUIfH paCXOJlOB na peKJIaMY· PaCXOJllJ aa pexnassy B

MoneJIJIX AOP<PMaHa-CTeHHepa: npe.nnOChlJlKIf onTHMIf3awm. AHaJt.HTU4eCKHe BepCHH M pemeane MOJlenei'1 lXop4_)MaHa-Crei1Hepa B YCJlOBWlX MOHonOJlHCTH~

'leCKHX II O.nJ1fonOJlIICTII'lecto1X phi HO'lHbIX CTPYKTYp .

YcnOBHe Aop$MaHa-CTe~Hepa: 3aBHCHMOCTh OnTHMaJt.hHOro ypODH!I pac-

XOJlOB Ha pelCllaMY OT ueHoBoj:i 31laCTlNHOCTH cnpoca II 3J1aCTWlHOCTII cnpoca no pexnaae. Ou:eHlCa CYIUeCTBeHHOCTll npe.nnOChlJlOK MOneJIH H ee CrpYKT)'Phl ,!l)1IJ o6ecne'leHlUI .uOCTOBepHOCTH nonyq.eHHhlX pe3YJlbTaTOB. ITpo6neMbi IfCnOllh30Datfl:nI. YCJlOBMJI )J,op$MaHa-CTeiJHepa B TeOpeTlflleCKllX nCCJIe.uOBaHHJlX

H 3Mnnpll'leCKHX pacserax.

POJIh peKJIaMM B upouecce crpaTefWleCKOfO pa3BIfT!UI oTPacJleii H PblH-

lI:OB. PeKJlaMa fl CTpYKTYpa psnuca. Pexnasta Ii BXo.a.HMe 6apbepbL PeKJlaMa II

nOBeJleHHe norpe6HTen.ll.

CBJl3h HHTeHCHBHOCTH peKnaMHOH .ueRTeJ1hHOcnt C KOHllelffPaUHeit npoas-

BO.llcrsa. PeKJIaMa, Hecra6W1hHOCTh PhlHO'lHhlX .nollen H pe3YJ1hTaTHBHOCTb

I}lYHKU11OHHPOBaHWI OTpacneH II phIHKOB.

Pexnaxa B npouecce npHHl'ITHSI CTpareru.'leCKllX pelUeHH~ $HpM na pblHKe.

PeKJlaMa KaK cpe.uCTBO I<OHKypeHTHoi16oPh6h1.

Pel\JlaMa KaJ(: HCro'lHHK HH~opMaUHH 0 phlHKe. npo6neMa ouenxa 3cpcpeK~

THBHOCTH pelUlaMhl.

PeKJ1aMHbll1 PhlHOK B Poccna: B03HHKHOBeHHe, pa1BHTRe H nepcneKTHBhl

aa 6y,uylllee.

;'OIJOJJHUmenbHQJI ,1umepamypa

I. AHaJlln orpacnesux PblHKOB { rro.u pen. A.A. Bypoe, E.H. KaJlMbf<II<ooofi. T. 1, 2.

l.!. 1. 2, 3. M.: TEMe, 2002,

2. Bypoc A)l- BotIpoeb1 ou:eHKH OtITHMaIlbHoro ypOBHII paCXOll.OB fla peKHaMY npH

aHaJlH3e cTpaTernqeCKOrO pa:JBHTI1}1 orpacnell If PblHKOB 1/ MaTepltaJ1bl HaY'IHOA KOH4JepeHUltIt dloMoHoeoBcKHe '1TeHHSI - 2001 », M.: TEI1C, 2002.

3. JIaMOeH %.)1(, ClpaTeru'leCKHfI Mapl'(eTHHf. cne., 1996, C. 511-543.

'.:,

65

BCrnMrJlrep n 3KOHOMlfl.IeCI(811 TeopHII HHq,opMaUHM II TeopHII q,I1PMbl I nOll pen T· . ansnepuua. cn6., 1996. c. 507-529. .

Ae~p~1I crpacneaux PblHKOB II Bexa )KOHOMH'IeCKoR MMCJlM. nOll 06111 pea

• . JlYUKoro. Cn6.: 3KOHOMM'IeCKM WKOJla, 2003. . .

~~bIlK O.A. Advertising in Russia II Advertising Worldwide Springer. 2001. P. 1-38. man R., ~tcmer P.O. Optimal Advertising and Optimal Quality 1/ American Economic Review. 1954. Vol. 44 (December). P. 826-836.

Sutton J. Sunk Costs and Market Structure. Cambridge, Mass.: MIT Press, 1991.

JaiJaHUJI u ynpaJICHelfUR

Q = 3~0 ~~PM: patioraer B YCJlOBILIIX OCTaTO'lHOro cnpoca aa cson TOBap: p, ne p - ueaa eLlHHlIIU>1 TOBapa. cDYHKUlU1 H3Jl.ep)KeK npoasaoacraa

llMeeT BH)t: TC = 80Q + 30 P ....

• YKOBOJl.CTBO 'f'llpMbl oueanaaer pa3BepTbIBaHlle

~el<JJaMHOl1 KaMnaHllll. fly6JIIiKaUM.5I OJl.HOro pexnanaoro Om)lBJIeHH.5I CTOllT o neaeacaux eLllIHIlU H no oueaxau sxcnep'roa npnaozurr K YBeJUftleHHIQ cnpo-

ca Ha 1 eJl.IIHIILI)' TOBapa. . .

1) CpaBHIITe napauerpu paBHOBeClI)l no II nocne pa3BepTbl~~ll![ P~KJIaMHail iGlMnamtll.

2) Ouemrre B03MO)KHOCTl. II 341$eKTIIBHOCTh nposeneaaa pel<JJaMHott ..... M

naHIllI. "" -

3) Ilonreepxnaercs JIll OCUOBHOtt pe3YJIh~T ,n:op$MaHa-CTeilHepa 0 _

CHTeJlbHO paCXO,lJ;OB aa pexnauy? THO

4.

5.

6. 7.

8.

Q = 32. ~HPMa pafioraer B YCJIOBH)lX OCTaTO'IHOro cnpoca aa csoii TOBap: 50 Sp, rzte p - U~Ha e.ll.HHHUM roaapa, cDYHI(UH)( 113Jl.ep)KeK npOHlBO)lCTBa

If MeeT BH11.· TC = 0 SQ- PYKOBO.ll.C .... .

H· ,. TBO 'f'lIpMbl ouenuaaer paaaeprsrsaane pex-

JlaMHO I<aMnaHIlH. fly61UiKaUILII onnoro peKJIaMHOro 06b)lBJIeHilll CTOIlT 11 Jl.eHe)KHWX ezmaau II no oueuxaa sxcneproa npnaonar K yaenaxetuuo cnpoca aa 1 e11.IfHHLI)' rosapa.

_ 1) CpaBHI:ITe napaaerpsr paaaosecaa Jl.0 If nocne paaaeprsreaans pexnasrHOIl KaMnaHIlIl.

2) OUeHIlTe B03MO)KHOCTh H 34141eKTIIBHOCTb npOBe.ll.eHILII peKJIaMHoi1 KaM

naHHlI. -

3) Ilonrsepxnaercs JlH OCHOBHOl1 pe3YJIhTaT ,n:opi{JMaHa-CTei1Hepa OTHOCHTeJlhHO paCXOllOB aa pexnaxty?

Ilpa nonrorosxe K OTBeTaM na sonpocsr Jl.Jl)l nOBTOpeHlI)l II npH BbIDOJIHeHHIt 3a.ll.aHHl1 It ynpa)KHeHIIH acnonsaynre MaTep"aJIhl npHJIOiKeHH)l 1.

66

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Bonpocst ouemcn onTUMaJlbHOl"O ypOBUH PSCXO,!:(OB aa peKJ1aMY opu aHSJ1U3e crpareraaecxoro Pa3BHTUH orpacnen " PblHKOB

PeKJIaMa 3aHltMaeT oco6oe MeCTO B npouecce nplIH)lTiI)l peurenuii 0 CTpareruu pa3BHTIDi 4lHpMbl. PeKJlaMHa)( nearem.aocrs WHpOKO pacnpoc-rpaHeHa BO MHOflfX crpaaax MIIpa. B POCCIlIi np06JIeMbJ pexnausi CTaJilI paccaarpnaarscs nO-HOBOMY B CBII3H C <pOpMllpOBaHlleM ClICTeMbJ PhlHO'lHbIX 3KOHOMH'leCKliX oraoureaan. fl03TOMY He Bhi3MBaeT counenus, 'ITO 3aCJIY)KHBaeT BHHMaHlI)l OI1b1T 3KOHOMH'leCKlIX lICCJleLlOBaHHil B crpanax C pa3BHTOll PbIHO'IHOH 31<0HO-

MHKOll.

Pa60Tbi 3apy6e)KHblX )KOHOMIICTOB B 06naCTlf pexnauu B 110CJleJl.HHe ne-

CIITllJIeTIUI npOBOJl.j(TC)l no ll.ByM HanpaBJIeHILIIM. 3TO accnenosanas, CBSl.3aHHbIe C HH<P0PMHpYlOweil peKJlaMOil, C onuoit CTOPOHbl, H lICCJIeJl.OBaHilll, 110CB)lweHuue y6e)KllalOUlell pexnaue, - C llpyroil. Ilepsoe HanpaBJIeHlIe HCXOJ]JIT 113 pa3- pa60TOK Crnrnepa B 06JIaCTlI 3KOHOMHKH IIH<popMaUl1H1 II paCCMaTpHBaeT pexJlaMY KaK cpe)J;CTBO nepenasn IIHq:.opMaUlllI nOTpe6HTeJI)lM. Bropoe aanpasnenne Ha'laJIO paspariaruearscs E>3tiHOM B pasrxax ero HCCneJl.OBaHHM no 3KOHOMliKe orpacnesux pbIHKOB" 11 «onuenrpapyer BHHMaHlIe aa pexnaue KaK ua cpenctse y6e)K.ll.eHlI)( B Heo6xo.[HMOCTH npH06peTeHWI lIMeHHO Jl.aHHOrO TOBapa, KaK ua cpencrse BOCI1HTaHII)l JlO)lJlbHOCTH nOTpe6lITeJI)l, ero npenaunocra COOTBeTCTBYlOweti MapICe roaapa.

Pa60TbI, rtocaauieaaue peKJlaMHOHllellTenbHOCTH $HpM, HeMHHyeMo CTaJIICHBalOTCJl C npofineuoti H1MepeHIDI HHTeHCHBHOCTH pexnauu. HaH60JIee llIlIpOKO H3BeCTHhI llBa cnocofia ee H3MepeHHII. flepBblH cnocofi npennonaraer. 'ITO HHTeHCHBHOCTE. pel<JJaMbl MO)f(HO ouemrrs, paCC'II1TaB Y.ll.enbHblll eec pacXOJl.OB aa pesnaay B 06beMe peaJI113aUHH npoJIYKUHH <P"PMbl. npaKTH'IeCKHe pacseru csaneTeJIhCTB)'lOT, 'ITO LlaHHbli1 nOKa3aTeJIb pa3HlITCII B 3aBHCliMOCTlI OT BHJl.a oTpaCJlII HlIfml OT runa pblHKa. Hanpauep, Ha6JlIO)laeTC)l BbICOKlfJ.\ yposem, paCXOllOB na pesnauy Y np01I3BOllHTeJIeli npenueroa POCKOWIl.

Cnenyer 06paTHTb BHIlMaHHe aa TO, 'ITO TaKOH 1i3MepHTeJlb HHTeHCHBHOCTH pexnauu He nonxonur llJill cpasueana OTpaCJleH, PbIHKOB MH <pllpM B CJlY'1a)lX, xorna HX MaCWTa6bl npOH3BO.ll.CTBa cyweCTBeHHO pa11llf'lHbl. Hanpnaep, B pauxax Esponeticxoro 3KOHOMll"leCKoro Co06wecTBa aBTOM06HJIbH3)l npoMblWJleHHOCTb lIMeeT O'leHb HlI3imll nOKa3aTeJIl. ynensuoro seca pacxonos aa pexnaay B 06beMe peaJIH3aUl1H nponyxunu - OKOJIO 1 % B cpasueamr C napdnoMepHoi1 npOMbIWJIeHHOCTblO, rne paccMaTpHBaeMblt1 noxasarens nocrnraer 15%. OUHaKo no '1HCJlY peKnaMHblx 06b)lBJIeHHHII no cOBOKynHblM sarparaa aa

1 CM.: Stigler Y.1. Tile Economics of Information If Journal of Political Economy. 1961. Vol. 69. June. P. 213-225.

1 CM.: Bain J .5. Industrial Organization. Willy, New York, 1958.

67

peKJIaMY (B a5COmOTHOM BblpalKeHlm) aBTOM06HJlbHM npOMbllIIJIeHHOCTb 3Ha'UrreJIbHO Onepe)KaeT nap(j:lIOMepH)'lO.

TromM o6pa30M, 1I3MepeHHe HHTeHCHBHOCTH peKJIaMbl C noxouiuo noxa- 3aTeJI.II ynensaoro aeca pacxoaos na peKJIaMY B 06'beMe peanasauan npOJJ;yKUIIH cnenyer "p"MeHJITb C OCroPOlKHOCTblO. )l(eJlaTeJlbHO rtpn cpaBHeHHH 1I0Jlb30- BaTbC.II B3BeWeHHblMlI rtoxasarenaaa, 'lT06bl 3J1HMHHlIpOBaTb 3(j:1ifJeKT MacIIIT86a "POIOBO.1lCTBa.

BTOPOi1 cnocof H3MepelIHH IlHTeHClIBHOCTH pexnaasr npennonaraer cpaaHlITeJIbHblil aHaJHI3 paCXO,lJ,OB aa peKJIaMY B p33JIHqHbiX CTpaHax (no orpacnau, pbIHK3M II 110 cTpaHe B uenoxr) 11 B paamoruue npoMelK}TKH BpeMeHH. Ilpn 3TOM paccnarpnaaerca, B qaCTHOCTH, llllHaMliKa TaKlIX nosaaarenen, KaK BaJIOBbli1 BHyrpeHHlIfi npoayxr na Jzyrny HaCeneHIIJI, H pacxonu aa peKnaMY aa .!lYWY HaCeneHlIS1. Muorne lICCnen;OBaHIDI no xasuaaror, qTO He cyutecrayer npHMOH 3aBHCHMOCTII MelKJJ;y paCXO.1laMH na peKJIaMY H ypOBHeM 3KOHOMuqeCKoro pa3- BllTIDI pemOHa.

I1HTeHclIBHOCTb pexnausr, KaK npaBHJIO, ouenneaerca Jm60 C TOqKH speHHH norpefiarena, n1l60 C TOqKH 3peHHJI npmI3BO.1lllTeJI1I, a raiose HCXOM H3 HHTepeCOB 06mecTBa B uenou. 3MnlipuqeCKI1e nccnencaaaas, oxeemmo. 060- ramaior reopetterecxae pa3pa60TKlI Ii Ha060poT. Cocpenorovaucs B 1l0KJIa,lJ,e ua pe3YJIbTaTaX TeopeTH1.JeCKOrO aHaJIII3a B paMKax HeOKJJaCCnqeCKoro nonxona. B saxecrne IIJIJIlOCTpalUIH HeOKJIaCCHKlI 06blqHO Bbl6IIpaJOT MOlleJJb MOHononlIlI, sro npu orrpeneneaaux npennocunxax cOOTBeTCTByeT TaK lKe MO,lJ,enlI npHH1ITIDI peWeHI1H aa puaxe C ,lJ,OMHHlIpYlOmel1 (j:Il1PMOll HJIH B YCJIOBI1HX MOaononncnrsecxon KOHKypeHUI1I1.

Y CnOBII1I onTHMI13aUIIII nOOe,lJ,eHHJI norpeorrrena He Il3MeHJIIOTC~ C eseneHHeM peKJI8Mbl: no-npellCHeMy npenensaas nOJle3HOCTb 'rosapa 1l0n)J(Ha 6blTb paBHa ero neue. ECJIII peKJIaMHa1l n;e1lTeJIbHOCTb ysemrurr npenensnyio nonesHOCTb TOBapa, TO paBHOBeCHe ua pblHKe MOllCeT ycrauoerrrscs npH 60nee BbICOKoil uene. Ilpn 3TOM 3(j:1(j:1eKTliBHoCTb pexnausr 11)111 norpefimens 3aBIlCIIT OT roro, KaK peKJIaMHa1l KaMnaHII1I nOBnIDIeT na KplIByJO cnpoca, a HMeHHO: aa UeHoBYIO 3JlaCTH'JHOCTb cnpoca.

C TOqKII 3peHHJI (j:IlIpMbl-npOll3BOLIlITeJl1l pexnaaa - 3TO, npescae acero, sacn, ee 1I3)lep)KeK. TaKIIM 06pa30M, ° pe3ynbTaTe peKJIaMHOil )le1lTeJIbHOCTIl U3MeHJIlOTCH KaK KpUBaJl cnpoca, TaK II KpHBa1l npenensasrx U3,lJ,ep)f(eK *UPMblnpoH3BOLIIITeJlH. 3HaqIlT, B03paCTyT He TOJlbKO mn;epllCKH *HPMbl, HO 1I ee JlOXO,a (o6'beM peaJIU3aUlIH npon;yKulIli !fmpMbl). lPupMa nOJlyqHT cruayn )lJI1I pexnaMbl csoero TOBapa TOJlbKO B TOM cnysae, eCJlD ee )lOXO)l (06'beM peannsauau npo.1lYKUIIH) YBeJluqHTC1I aa 60JIl,lIIyJO aenmany, qeM ee H3JleplKKU.

ITepCneKTHBI.l peKJIaMHoil KaMnaHUU C TOqKH 3peHHJI qllIpMbl-npOH3BO.1lllTeJlll 06blqHO oueHUBaIOTCH aa ocaoae YCJlOBltJi .Qop$MaHa-CTellHepal. Mo-

I Pe3YJ1bTaT anepaue 6blJ1 ony6J1IlKOBaH B pa601e: Dorfman R., Steiner P.O. Optimal Advertising and Optimal Quality II American Economic Review. 1954. Vol. 44. December. P. 826-836.

68

)leJlb .QOp$MaHa-CTei1Hepa npennonaraer, qTO B CTaTHKe qmpMa MaKCHMll3npya rrpH6blJIb 0 3aBlICHMoeTII OT nsyx annoreaasrx nepeueunux - OT UeHbl npo.'WKTa H OT ypOBHSI peKJIaMHblX pacxonoa, npnqeM pesnaua MOllCeT nOBlIIlSITb aa 06'beM peaJIU3aUHH TOJlbKO 0 TeqeHUe O)lHOrO nepHoAa BpeMeHu. OCHOBHOi1 peaynsrar, nOJI)"ieHHblll B npouecce peWeHH1I MO)leJIII U nOJlY'-lllBWHH Ha3BaHHe YCJlOBIIJI .QOpIPMaHa-CrellHepa, nOKa3b10aeT, 'ITO OmlIMaJIbHblll ypoaens pacXO.1l00 aa peKJIaMY AOCTIIraeTcSI, xorna Yllenl.Hblll oec paCXOJlOB na pesnavy B 06beMe peanH33UlIH npO,lJ,YKuHl1 *HpMbl paBeH oraourenmo 3JlaCTlfqHOCTH cnpoca no pexnaste K ueaoeoii 3naCTiftlHOCTH cnpoca.

ITp" nOJI)"ieHHII ,lJ,aHHOrO pe3YJIbTaTa cyuiecraenno IICnOJIb30BaJIOCb Heo6xo)lllMoe ycnoane 3KcIpeMYMa $YHKllIIIl nptt6blJIH (j:IHpMbI-npOII3BO.1lIITeJlSl, a HMeHHO: pasencrao HYnfO '1aCTHbIX nporusonaux (j:IYHKUlIlI npH6b1J1Il no ueae H 110 paCXO,ll,aM na peKJIaMY (HJIli 110 KOJluqecTBY peKJI3MHbIX 06'b1lBneHlliI, qTO B npuauune 0)lH0 Ii TO )f(e). 3ro 03 aaxaer, qTO MaKCHMYM npU61.IJlH qmpMblnpoasaomrrena nocruraercs B TOqKe noxansnoro 3KCTpeMYMva $YHKUlIH. O.nH~KO MareMaTlfqeCKHit aaanas MOn;eJleH c lIIiHe1tHoi1 $YHKLlueu cnpoca II mraeaHoil 3aBIICHMOCTblO 1I311ep)f(eK OT 3H.1l0reHHbIX nepeuenasrx MO)leJIH npu npoaepxe )lOCTaTOqHOI'O ycnosaa 3KCTpeMyMa nOK33bIoaeT, qTO JlOKaJIbHbiit 3KCTpeMYM *YHKUH" np"6blJlH B 3TOM cnyxae He cyuiecrayer, a MaKclIMyM npH6blJlII He MOllCeT 6bITb nocrurnyr 6e3 .!lonOJlHHTeJIbHblX OrpaHHqeHII1t H3 peKJIaMHYJO nearensuocn, n 06beM BblflYCKa qmpMbl-npOH3BO.1llITeJl1l.

OrpaHJ{tIeHII1I H3 peKJIaMHYIO )le1lTeJIbHOCTb cymeCTByJOT BO MHorllX crpanax, aanpuaep, co CTOPOHbl rocynapc-raenasrx opraaos, a n03TOMY MoryT 6b1Tb asenenu B MOlleJib. Orpanaxeaae na 06'beM BbmYCKa BnOJlHe MO)KeT 6blTb 06yCnOBJleHO cyuiecraytouie H npoaasoncrsennott M o ll(HOCTblO qHipMbl- np0H30011HTeJ1S1. OrpaHl-flleHUe na 06'beM ObmYCKa *"PMbl np" naauoa CTpYKTYpe MO)lenH an;eKBaTHO 3aMeIDIeT orpanuueaae no ueae, KOTopaH 1IBJlSleTC1I 3HlloreHHoi1 nepeMeHHoil ¥O)leJlll. Lleuosste orpaHl-l'leHlIH TaKlICe cyweCTOYIOT B npaxruxe peansaoro (j:IYHKUIIOHHpOBaHII1I OTpaCJlei11I phIHKOB, oc06eHHO ° yCJlOBlIlIX MOHOnorian, O)lHaKO orpanaseaae aa npoH3BOllCTBeHHYIO MOWHOCTb qmpMbl, aa naur B3m1l)l, 60nee eCTeCTBeHHo.

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onpenenser peureane MO.1lenIl.

69

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? HhIX - xorna B xauecrae 3H.llOreHHblX rrepextenmrx paCCMalpHBafOTCjJ 06beM BbInyCK3 $HpMbI-npOH3BOLLHTeJIjJ Ii ypoaerrs ee pexnaaaux paCXOllOB.

MO)l(HO H3MeHHTb aanaxy, esena B MOllellH JIlo6b1e oree-raiounre 3KOHOMH'leCKHM C006pa)l(eHHJlM nennnenuue 33BHCUMOCTH B $YHKUHlO cnpoca WUllH B q.YHKUIOO H3)1;ep'lKeK, npOBeCTII CJIO'lKHble M3TeMaTH'leCI<Ue pac'leTbl H nomaTaTbCJI HaHTH ycnosux, npa KOTOPbIX MaKCHMYM npu6blnH q.upMbl-npOII3- BO)l;HTenJl 6Y)I;eT nocrararsca B TO'lKe nOK3JlbHOro )I<CTpeMYMa $YHKUlIlI. OnHaKO npofineua, no scea BIIllHMOCTIt, He B .ll0I<a3aTeJ1bCTBe Toro, 'ITO raxas CHTyaUHjJ cyweCTByeT. Ilpofinessa B TOM, 'ITO BbiBOIl, )l,op$MaHa-CTeHHepa cnpaBeJl)lUB .ans Y3KOro xnacca $YHKUHH, a saa-nrr, Tpe6yeT npncransuoro BHHMaHHII npu ero ItCnOnb30BaHUH B )KOHOMH'-IeeKOM aH3JlH3e, oc06eHHO npu ouenxe )$cj)eKTHBHOCTII peKnaMHOH nearensuocru B POCCI1H, rne OTpacneBMe pbIHKlI HaXO.ll.lITCJI noxa B nepuone CTaHOBlleHUJI.

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cootiurecrsa. Pa3BIfTHe orpacneaux Pl,lHKOB B ClllA H 3ana..D.HoA Espone. Ilpo- 6neMbI q.OpMHpoBaHIDI Pl,IHO'lHl,IX OTHOllIeHHll B Poccnu.

Teoperuxeckalt II 3MIlllpll<feCKllA aHMH3 CTpYKTYPl,l orpacnen H Pl,IHKOB, CTpaTerIf'{eCKOrO B3aHMO..QeAcTBIDI 4m:pM H 3$q.eKTIfBHOCTH <PYHKUHoHHpoBa·

HIfH otpaCJIeBl,lX pbIHKOB. .' !.,., r-e-

HCCJIelIOaaHl-le B01MOlKHOCTeii If onpeneneaae Heo6xoD.HMOCTH rocyaapCTBeHHoro BMellIarellbCTBa B npoueccu q.YHKUHoHHpOBaHHji crpacneasrx puaKOB. 3«lcpeKTHsHocTl, orpacneaoa nOIlHTHKIf rocynapcrsa.

Ilpansrue peurenna B reapHH H na npaxruke: curyaUlfoHHbIH ananas.

j(onOJlHUmeJI/)HWI /Iumepamypa

l. Aaanas OTpaCJleBl,1X PblHKOS I IloJl pen. A)l Bypoc, E.H. KaJlMl,l'lKOSOH. 1. 1, 2. q. 1,2,3. M,: TEHC, 2002.

2. IieCT M. HOSaH KOHKypeHUlUI, HHCTlfTYTbl npOMblIIIJleHHOrO P83BHTHJlI Ilep, c aarn.

M.: TEHC, 2002.

3. H.W.de Jong (ed.). The Structure of European Industry. Netherlands: Kluwer Academic Publishers, 1988.

4. Scherer P.M. Industry, Structure, Strategy, and Public Policy. USA: HarperCollins

Coilege Publi shers, 1996.

5. CneUHaJlbHaJI nnreparypa no Bw6paHHOn crynearana npo6J1eMaTHKe.

6. Pecypcu cern HHTepHeT.

7. Ilepaonnsa:

-lKypHaJtbl «.lleHbrH», «KOMnaHlIJI», «PYCCKHH 4l0KYC», «3KcnepT»;

- raaetu «Be)]OMOcTH», «KoMMepCaHT», «¢llfHaHCOBaJI rasera».

Ilpn ID)"IeHUH np06neM rocy)]apCTBeHHoro perynnpoaaaas npoueccoB CPYHKUHOHHpOBaHllji orpacnen H Pl,lHKOB HCnOJlb3yATe MaTepHart npHJ10lKeHWi 1.

Tesra 10 H3)"1aeTcJt:, rllaSHbIM 06Pa30M, B npouecce nO!JrOTOBKI1 H npeseaTaUHH caMOCTOJt:TellbHbIX H pedreparaaastx cT)'lIeH'leCKIfX paoor, TeMaTHKa KO· TOPblX npaaenena S npHIIOJKel1llH 2.

Ilpunoseenue 1 Focynapcraeaaoe peryrmpoaaaae .YHlcunonnpoBaHuH orpacnea " PhlHKOB: 'reopaa " npaxrmca

~ocYllapcTBeHHoe BMeWaTeJlbCTBO B npoueccsr «lYHKUHoHUpOBaHll)! ~T· pacnen H Pl,lHKOB MOIKeT 6bITb KaK npHMl,lM, TaK H KOCBeHHbIM, nOCKOJlbKY

72

60JIl,waji '1aCTl, Mep rOCYlIapCTBeHHoro peryJIUpOBaHWI 3KOHOMHKH, TaK UJIIi HHa'Ie, csasuaaercs aa pafiore orpacneti, PbIHKOB H cpllpM. CpeJJJI I1HcTpYMeH· TOB rOCYllapCTBeHHOH nonnraxa yCJlOBHO BbllleJlJt:tOT roCYlIapCTBeHHoe perymtpOBaHHe 11 aHTI1TpeCTOBCKoe perynnpoaaaae". AHTIfTpeCTOBCKoe perynaponaHHe uanpaaneao ua .nOCTUJKeHue JKellaeMbtX napaaerpos TYHKUHOHHpOBaHHJt: puaxa H, B COOTSeTCTBHH C reopaea OTpaCJIeBbtX PbIHKOB, D.OJI)!{HO nponcxo- 11I1Tb 3n1l30,ll;lI'IeCKH. rocy)]apCTBeHlfoe peryllHpOBaHHe no pa3Hl,lM npll'll1HaM OXBaTbiBaeT WHPOKI1ii: xpyr orpacnen.

TeopeTHKI1 yTBepJKlIalOT, 'ITO BMeWareJlbCTBO rocy.napCTBa onpaanauo,

ecrm OHO eener K POCTy 06weCTBeHHoro 6.narocoCTOHHHJt:. KpHTeplfH TIapeTO npennonaraer, 'ITO onTHMyM nocraraercs. eCIIH yJKe HeB03MOJKHO yJI)"IWHTb nOJIOJKeHHe XOTji 6bI onaoro H3 cy6beKToB 3KOHOM~l'-IeCKOH CliCTeMbI, He yxynIDaH nOnOJKeHIfe O)]HOrO H3 npyrux. OD.HaKO S npaicrnxe CPYHKUHOHlipOBaHHH

',. orpacnea H pblHKOB BMeIDaTeJll,CTBO rocynapcraa B 60JIbIDHHCTBe cnynaea npuaocar Bblrollbl OllHHM If He6narol1pnJt:THo B03.neHCTByeT aa ,ne~lTeJlbHOCTb apyrnx. Kposse Toro, ouensa YPOBIf!! 06wecTBeHHoro 6JIarOCOCTOHHlUI - sanaua HenpOCTaHlIaJKe npa paccMo-rpelfHH KpaTKOCpO'IHorO, a TeM 6oJIee, nonrocposaoro nepuona, xorna MOJKHO yJIy'IWHTb cnryaumo B rexyuien nepnone aa C'IeT

6Yllywero.

HpaKTHKa oueaaeaer B03MOJKHOCTIf rocYllapcTseHHoro BMewarelll,CTsa no

,'{ pa3HbiM KpHTepIlHM, COOTBeTCTBYlOtttllM nOCTaBJIeHHl,lM uellHM II 3aD.a'IaM. TIPH 3TOM ~1311ep)!{KH, CBH3aHHbIe C ocyttteCTBJIeHHeM Mep rocYllapCTBeHHorO perynapoBaHIDI, He 1I01I)!{HbI npesuurars nOTeHUHaJIl,Hl,le D.OXO,nbl.

CyttteCTBYIOT pasuue nonxoau K peamtsauua rOCYllapCTBeHHoro perynupOBaHHJI orpacnett H puuxoa. MHOrOJleTHHll MHPOBOii: onsrr perYJlHposal1llH Pl,IHO'lHbIX oraoureuan noasonser Bl,IlleJIHTl, TpH suna orpacnesoa nOJlHTllKIf

rocy napcrsa:

- OTpaCJleBaH nOJlHTHKa yCKopeHIfJt:;

- orpacnesas rtOJIHTHKa C.llepJKHBaHHJI.;

_ HeHtpaJIl,HaH OTpaCJIeBaJt: nOJlHTHKa.

Orpacnesax ITOJlHTHKa YCKopeHlUI, KaK npaSHIIO, 6blJla uanpaaneua ua CTHMYJIIfpOBaHlle IfHHOBaUHOHHbIX npoueccos, na nonnepsxy nepcneKTlISHbIX orpacnett 3KOHOMI1KH C uemao UX peCTPYKTYplf3auuu.

Orpacneaas nOJIHTHKa Cllep)!{HBaHHH 6l,tJIa astsaana He06xo1lHMOCTbiO

cy6cHlIHpOBaTb nexoropue OTpaCJlH una nOll1lepJKaTb iJlUpMbl, xoropste acnuTblBaJIH TPY)]HOCTH ua onpe.neJleHHl,lX aranax 3KOHOMH'leCKOrO pa3SHTl1JI:. C1lep)!{lfBaHHe npoueccos pasopeuua npellnpHJHHii:, xoropue MornH npHBeCTH K IfX II11KBHD.aUllH, n03BOJlJt:no YMeHbllIHTb He6naronpWlTHbie 3KCTepHartl,Hble, B TOM '1HCJle _ CO uaansaue , 3cpcpeKTbl, aanpnuep, Tame, KaK YBellH'leHIfe 6e3pa-

60THUbI.

._..; ,

1 eM.: Wepep <P.M., Pocc Jl CTJlYKTYpa orpacneesrx PblHKOB I Ilep, c aurn. M.: HH<pPA-M, 1997. 73

Henrpam.aaa OTpaCJIeBaR nOJIllTlIKa npennonaraer naCCI1BHoe Y'laCTHe rocy,napcTBa, n03TOMy OHa BO MHonlX cnysasx 6blJIa npassana ynysunrn, MexaHH3M PblHO'lHbIX OTHOWeHHft 3T0, npexne acero, aHTlIMOHonOJlbHoe perynnponanne, aauurra npaB c06CTBeHHOCTH, YMeHbweHHe aCHMMerpHiI IfHq,opMaWlH.

AHaJ1113 rocynapcrsenaoro perynnpoaaaaa orpacnert If PbiHKOB B Pa3JIINHbIX crpaaax MlipOBoro coofiuiecrsa noxaasraaer, 'ITO OTpaCJleBYlO IIOJlllTliKY YCKOpeHID! MO)KHO C'IIITaTb 60JIee ycnemaort, '1eM OTpaCJleBYIO IIOJIHTIlKY c,nep)KHBaHID!. Ilpn )TOM H B TOM, H B llpyroM cnyuanx rocynapcreennoe perynHpOBaHHe 6b1JIO CBJl3aHO C BbICOKHM ypOBHeM BMeHeHHblX sarpar. B CBJl3H C 3TIfM, HaH60JIee nepcnexrnanog BO MHorHX cnryaunsx npllHJITO C'IHTaTb HeitTpMbH)'1O orpaCJIeBYIO nOnIITHKy.

TIpaKTlIKa rocynapcrseaaoro perynaposaaaa orpacneti II PblHKOB B POCCIlilcKOH ~ellepaUl:lll .aaer npHMepbl II orpacnesoa IIOJlHTHKH YCKopeHlHl, H OTpacnesort nomrraxu cnepaoraauaa. H HeilTpaJIbHOil orpacneson 1I0JIHTlIKH. Ilpaopnrersr npn BbI60pe roro "JIll anoro anna roCYllapCTBeHHOrO perynapoBaRltJl 6blJlH pa3JIWIHbJ aa Ha'lanbHOM 3TaIIe 1I na nocnenyrounrx sranax Pa3BHTID! PblHO'IHOA 3KOHOMHKH.

'< ." ,,': '\" .. ~ .....

I.

lIpUJJoJICeuue 2 IIpHMepHaH TeMaTUKa caMOCTOHTeJlLHblX

H HayqHo-HCCJle,ll,OBaTeJlbcKHx pa60T B 06J1aCTH 3KOHOMHKD

OTpaCJIeBblX PblHKOB

OCHoBHble nO}J;XOllbI K aHaJIIl3Y orpacneaux PbIHKOB: xonnenryansuun H cpaBHHTeJIbHblil aHaJIH3.

AHaJIH3 orpacnesstx PblHKOB B COOTBeTCTBllU C napanurxon «crpyl<Typa - noseneaae - pe3yJlbTaT»: H3Y'IeHrle H HCnOJlb30BaHHe OIIblTa crpaH C pa3- BHTOil PblHO'IHOil 3KOHOMHKOA ,WIH POCC"H.

HCCnell.OBaHHe CrpyKTYPbI OTpaCJIeBbiX PblHKOB B TeOpHH H aa npaxraxe. AHaJIH3 B3allMOCB1I3H Me)KD)' ypOBHeM KOHKypeHuHH H ypOBHeM HHHOBauIIOHHOll a",HBHOCTII q,HpM na orpacnesux pbIHKax B reopnn II aa npal<TllKe. Cpaamrrensnstti aHaJI1l3 3KOHOMHII OT Macwra6a, 113MeHeHHR pa3MepOB q,HPM H xonueirrpaum; B orpacnax npOMbIIIIJIeHHoCTli.

ARMH3 BJIIDIHH.lI 3q,cpeKTa MacwTa6a II ypOBHlI H3llepmeK I1pOH3BOJJ;CTBa H pacnpenenenas rtponyxuan aa CTPYKTYpy PblHKOB B POCCRH, Espone, CWA II npyrnx pernonax Mllpa.

TIpo6.neMbl pac xera HHlleKCOB xouuearpaunn, onpenenenns pa3MepOB CPHPM H pacnpenenenas lIX PblHO'lHblX aOJIell B TeopllH H ua rrpaxruxe. Cpaamrrensuun aHaJIH3 KOHueHTpaUlll1 npoaaauos (IIpOH3BOllHTeJIeil) aa orpaCJ1eBbiX psmxax POCCHH, Esponu, CWA H npyrnx perHOHOB MHpa. AHaJlH3 3aBHCHMOCTH Me)K,ny ypoauea npoaaaonrrrem.nocru rpYlla H yposuesr KOHueHTpaul111 B orpacnn.

2.

3, 4.

5.

6.

7.

8.

9.

74

AHa.nH3 3aBHCHMOCTH Mem,ny ypoBHeM paCXOIl.OB aa HayqHo-lIccJleliOBarem.cxae II onbITHo-KOHCTpYKTOpCKUe pa3pa6OTKH II YPOBHeM KOHueHTpaUHH B orpacnn.

AHa.nH3 BJlIDIHHlI pasuepa iJ!I1PMbI aa o6beM npoaonnuux eio HaY'IHOaccnenoaarenscxax H onbITHo-KOHCrpY"TOPCKliX pa3pa60TO" C yqeToM oneaxn ypOBHH pUCKa npu lfX npoeeaeauu.

OlJ,eHKa PMHo'lHoll MaCTH cpHpM aa pblHKe WH.nH B orpacna.

PbIHO'lHaR BJIaCTb iJ!HpM 1I sonpocu ueHo06pa30BaHHn aa orpacnesux

10.
II.
12.
13.
14.
1 15.
16.
17.
18.
19.
20.
'j 21.
,',
. ~ 22 .
~
;
23.
24.
25. '.

pbIHKax. _

HCCJ1ellOBaHl:le B3aHMOCBJl3eH Me)K1l.Y pacnpe,neneHIleM PbIHO'IHOIl BnaCT"

$HpM II crpyrcrypon pbIHKa.

TIOTeHUHaJIbHa.ll KOHKypeHlJ,I1H H 6apbepbl axona aa pstuo«. BUJJ;bI6apbepoB sxona ua PbIHOK H aonpocsr ueHoo6pa30BaHRlI.

Bapsepu nxona ua PblHOK B TeopHII If Ha IIpaKTHKe.

Pexnaaa II 6apbepbI sxona aa PbIHOK: CI1TyaUHH sa o'rpacrteastx puaxax POCCRH, Eaponu, CWA H apyrux peruouos MHpa.

HHBecTHUHH II 6apbepbI sxona ua PbIHOK: cIITYalJ,HII Ha orpacneasrx pbIHkax POCC"", EBPOIIbl, CWA n npyrux peraonos MHpa.

HHHoBauIIH, cospeueauue TeXH0J10r"", HX narenraas 3aIU,IfTa II ypoaens KOHKypeHTHoi1 60Pb6bl aa orpacnesux pusxax POCCRII, EBPOIIbl, CWA II npyrux peruouon Mlipa.

ECTeCTBeHHbIe MOHOnOJIHII: OIlbIT 3ana,ua II POCCD".

HCCJIe,!lOBaHHe CYIUHOCTH, iJ!YHKUHoHHpoBaHHH II CPOPM perynHpoBaHlU1. ecTeCTBeHHoi1 MOHOnOJIII" B orpacnsx 3JleKTpO:JHepreTIIKH, rpaacnopra, CB1I311, HecpTeno6bI'IR H nerprenepepatiorxn, ,!l06b1'lH II TpaHcnOpTl1pOBKH rasa. Teopertoiecxait aHaJIH3 PblHKOB C roPH30HTaJIbHOA. ,1l;Hcp$epeHUHauIIeil

I1pO!lYKUHH.

TeOpl:';TII'IeCKHH aHaJIH3 PblHKOB C sepraxansaoa ,nIl$q.epeHUHall.IleJ.:1: npo-

ayKUHH.

)1,lIiJ!cpepeHllHauHlI nponyKuHH II oco6eHHocrn ueHoBoii crparernu CPHPM: caryaunn ua orpacnesstx psmsax POCCHII, Eaponsr, CWA 1I npyrux pe-

mOHOB Mllpa.

26. Crparernxecxae B3anMOll.eiicTBIIlI cpnpM B reopnu II aa npaKTIIKe.

27. AnbTepHaTHBHbIe MOll.eJ1I1 crparertrxecxoro nOBeaeHllll cpIlpMbI B TeOp"R II aa npaKTIIKe.

28. KOHKypeHTHbJe crparerun $npM aa suyrpeaaeu II MHPOBOM pumcax.

29. Crosop, B03MO)KHOCTH H llpHHUHIIbl C03,uaHIDI. KapTeneil B TeopHII 1I na

npaxruxe.

30. AnbTepHaTHBHbIe MOlleJ1H cosnaaaa KapTeJ1l1 B Teop11l1 H na npaKTIIKe.

Ilpofineuu, CB.lI3aHHbie C aapyureaaeu xaprem.asrx cornauieuna.

31. AHTnMOHOIIonbHoe perynnpoaaaue CPYHKIl.IIOHHpOBaHIIlI orpacnessrx PbIH-

KOB II B03MOIKHOCTli C031l.aHHlI xaprens.

75

32. Ileaossre BOihn.I B TeOpltH II aa npasruxe.

33. Ilpaxraxa $YHl<UHOHHpoBaHHIl Pb1HKOB C 1l0MHHllpYIOweA $HpMOA.

34. POJ1h pexnawsr B npouecce crparernsecxoro pa3811TIDI orpacnea H phlHKOO.

35. Bonpocst OnTllMM3aUlIlI paCXOL\OB ua peKJIaMY 0 reopua H aa npaxraxe.

36. AHaJIlI3 lKecTKoA KOHKypeHII.HH peKJ1aMHhlX 61OJVKeTOo 0 poccaacxoa 3KOHOMHKe.

37. Ilorepu o6wecTBeHHoro 6narOCOCTOJlHIffi 0 ycnosnsx MOHononDH H oanrononnn,

38. Oueuxa 3$4teKTHBHOCTH <PYHKUHoHHpooaHilli Pa3JlWIHhIX PhiHO'lHhIX

crpYKTYP.

39. Ilenoaaa Ll,HCKpHMHHaUillI: npaauarra H MOLleJlll ueHo06p:nOBaHlIll.

40. l.(eHOBaJI J.l;HCKpHMHHaUHH, ee npO.lIBJleHIDI B ueaoasrx cTpaTerHJIX $npM: caryaunn na orpacnenux psnrsax POCCIllI, Eaponsr, ClllA II npyrux pemOHOB MHpa.

41. BepTI:IKaJ1hHaJl HHTerpaUHJI: Teopllil H npaxraxa IPYHKUlloHlIpooaHlul psmKOO 0 POCCHlI, Espone, CiliA H npyrux pernouax MHpa.

42. BepTHKaJ1hHO nnrerpapoeanasre KOMflneKChI ($HHaHcooo-npOMhIIIIJIeHHhle rpyrmu, XOJI.II:llHru) u ax pons 0 pa3BlITHH )KOHOMIlKH POCCHM.

43. ,lI,r!oepcH$HKaUIIII: reopas H npaxrnsa $YHKUlIoHHpooaHHII PhlHKOO 0 PoeCIUI, Espone, CllfA H npyrux pernoaax MHpa.

44. Lleuootipaaosamre, peknaua, CHrHaJIU3aUilli na psmxax B ycnosnax acaaMerpHIl HHq,0pMaUHH.

45. B.J1W1HHe aCHMMe1pHH HHq,opMaUlIH aa $YHKUHoHHpOBaHue npO.n:YKTOBhIX, crpaxossrx H q,HHaHcoBLiX PhlHKOB B POCCHH, Eapone, ClllA H zrpyrax pe,HOHax MHpa.

46. npOIIOJIeHHe aCHMMe1pHH HHqlOpMauHH no Ka'leCTOY na poccaacxax psmxax, CHrHaJIhl H csauuposanne KaK '1aCTh crparerun POCCHHCKHX q,HpM.

47. Teoperasecxne OCHOBhl oTpaCJleOOH nonHTIIKU rocynapcraa,

48. Onsrr orpacneson nOJlHTHKB B crpasax, HaXO.!IIIUlHXCJI aa pa:mH'IHhIX 3Tanax pa3BIITlliI PhIHO'lHhIX OTHOllleHHH.

49. Focynapcrseaaoe perynaposaaae PhIH01fHhIX ornourennn 0 'reopen II aa npaxraxe.

50. Crpyxrypa psinxa, sonpocsr pecTpYKTypH3aU,lIH U pons npllMhix uuocrpanHhIX MHOeCTJ:IUHA.

51. Crpyxrypa phlHKa, sonpocu peCTp)1KTYpIDaIJ;lIH H Me}!(IIYHapOIIHaJl TOproBJIJI.

52. cD0pMhI H MeTOLlhl rocynapcrsenaoro perynapoaaaus aa POCCHHCKHX OTpacnesux puaxax.

53. AHaJ1113 OnH.!IHHII IIHoeCTHUHOHHbIX pemeanti na q,YHKuuoHHpOBaHHe QTpacnessrx PbIHKOB.

54. Bnaaane aaeunmx q,aKTopoB aa pa30HTHe BHYTpeHHHX PhlHKOB.

55. Peraoaansasnt acnexr q,YHKUI10HIIpOOaHHII H Pa3BHTHJI orpacnesstx punKOO.

76

TeMaTHK3 ;:J;JtH aHaJtD3a 4tuHaHcoBhlX PhlHKOB (pyKOOO.D.HTeJJh - B.B. KpacKoB)

IIpo6J1eMaTHKa :

• KOHUeHrpallH.!I;

• Crparenetecsoe noeeneuae qmpM;

• BepTlIKaJlhHallllHTerpaulllI.

CytibeKTLI pblHKOB liaHK:H:

• E>H3HeC 0 uenOM;

• KpellllTooaHHe 6113Heca;

• KpeLlilToBaHHe 'IaCTHhIX nuu;

• ,lJ.eno3l1Thl '1aCTHhiX rruu;

• Benenae C'IeTOB 6u3Heca.

:~ ~.I •••

CTpaXOBhIe KOMnaU"":

• E>1I3Hec 0 uenose:

• ABTocypaxooaHlle (OCA[O - 06113aTeJlhHOe c:rpaxooaHHe aOTOMO-

)0 6H.J1hHOU rproK.!l.aHCKOIl QTBeTCTBeHHocTH);

• Crpaxosanne OToeTCTBeHHOCTH;

• Crpaxosaane }!(H3HH;

• J1wiHoe crpaxoaaaae:

• I1MymecTBeHHoe cTpaxOBaHHe; .

• 06.!13aTenhHoe crpaxooaHHe (OKJ1lO'Iali OMC - 06.!13aTenhHoe MeLl,lIUHH-

cxoe crpaxosaune).

neHCHOHHble 4l0H.ltbl: • E>I13HeC 0 ueJlOM.

reorpa41uR 06beKTOB:

• POCCillI;

• $e!lepaJlbHhJe oxpyra;

• OTD:eJ1hHble peruonu;

• CTpaHhl CHr;

• CTpaHbI BOCTO'lHoA Eaponu:

• Crpaast A3HH;

• Ctpaasi 3anaJlHOA Esponu.

IIpHMephI 4l0PMYJlHPOBKU TeM ua ocaoae npHBe.!IeHHOii 8blme IIR-

4lopMauul1:

• KOHueHTpauuJI 6aHKoBCKoro 6u3Heca 0 POCCHII II crpasax CHr;

• C1paTerll'l.eCKOe noaenenue aa phlHKe Kpe!lHTOBaHHJI $lI3H4ecKHX JUfU

o MOCKOBCKOM peraoae;

• CTpaTem'leCKOe noaeneune aa punxe ltMymecToeHHo,o crpaxoaaaaa

OOBOJllKhR;

• KOHueHTpauHR neHOIOHHhlX q,OHllOO 0 POCCI1H.

77

, "-;"f,il;: 1,'f4W-" r

<.:". \,1 . . ." ." ~, .... !".~.

~·'1~/irr ,1~~iJ,; \.',. ,.'3)·~ f: .. :: f·;~~·+

~.~.,-~.,:~ • :, ~ .: ~.(~!~

CO)1;EPJKAHHE

~', .

06UJaJI cmpy/(mypa «ypca ....................................................................•.......•. 3

Beeoenue 7

Teua 1. 3KoHoMHKa orpacnessrx PhlHKOB: B03HHKHOBeHHe, pa3BHTHe,

MeTOIlonOfltH uccnenoaaaas II

Teua 2. Kouuerrrpanas: reopaa a II3MepeHlIe •....•••...•••••••••••••••••••••••••••••••••••• 22 Teua 3. nOTeHl:l.!-IaJJbHaH KOHKYpeHUIDIll 6aphephl sxona aa PblHOK •••••••••••• 29 T eua 4. Ocofeasocrn q,YHKUlfoHlIpoBaHIUI orpacaen eCTeCTBeHHOH

MOHonOJl11 H 47

Tessa 5. Crparermecxoe B3aHMOlleilcTBHe !(JUPM B TeopHll Ii na npakrnxe .. 48 Tessa 6. MOJl,eJ1H nOBeJl,eHlUI q,HPM na pblHKax MOHOnOJIHCTWieCKoA

KOHKypeHUHlI 54

Teua 7. UeHOBa51 Jl,ItCKpHMHHaUItH 57

Teua 8. BepTHKaJIhHaSi HHTerpall;!UI 11 Jl,lIBepCllIpHKaullSl 59

Teua 9. CrpYKTYpa phlHKa II peKJI8Ma 65

Teua 10. Ilpaxraxa peansaoro !flYHKUlloHllpoBaHHSI orpacnessrx PhlHKOB

H rtpofineuu rocyaapcrseuuoro perynuposanaa 72

:

'.

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