• aa npOMe)l{YTO'-IHble recrst 11 xoarpommae pafioru (30%);
• aa ,ll,OMaWHlOJO CaMOCTOllTeJIbH)'1O HJIlI pepeparaaayto patiory (30%);
• 3a 3K3aMeH (40%) .
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:
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
-j -
TC = 810000 + 500q + 4l.
,',,1.
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.
CflMocreit Me)[(ll)' 5J10KaMK napa,aKrMhl B COBpeMeHHOM aaprraare CXeM£,I ee npell,CTaBJleHWI.
Conepzcaaue 6JIOKOB B COOpeMeHHOM sapnatrre cxeusr npencraanenus napa,lUfrMbi «Crpyxrypa - Iloaeneaae - Pe3YJlI.TaT». Basossre (4lYH,aaMeHTaJIl.Hl.le) YCJlOBIDI DJHI B03HHKHOBeHHJI H plUBHTlUl OTpaCJlH HJlH psmxa co cropouu cnpoca H co CTOPOHI.I npennoxeaaa. Crpyxrypa OTpaCJlH HJlH puuxa KIlK OTHOCHTeJlI.HO otiocodneauaa CHCTeMa. BUYTpeHHHe H oHeWHHe 4laKTOPbl, onpelleJIJIKllUHe CTpYKT)'pY OTpaCJlH (PI.IHKIl). Ilapaverpu, xapaxrepnsyioutae noaeneHHe 4lHPM B orpacnu (aa pMHKe). Iloxasarena pe3ynl.TaTHBHOCTH 4lYHKUHOHHpOBaHlLII orpacnu (pMHKa). cDaKTopld H HHCTp)'MeHTld orpacnesoa nOJlHTHKH rocy lIapCTBa.
"". Bonpoc 0 ponH rocynapcrseasoa nO]JHTHKH B 3KOHOMHKe orpacnessrx PblHKOB C TOllK" 3peHlUI npIIBep}!(eHlleO Fapaapncxon, l.hIKarcKoi1 " AOCTpIIi1- CKoi1 Ha)"lHMX urxon. KopHH lle6aToB no aorrpocau rOCYllapCTBeHHOro BMewaTeJIbCTBa B rrpoueccu q,YHICI.I,HOHlipOBaHlLII orpacnea II PI.IHKOB. IIpell,I1ocbIJIKH II MeTOll,l.l rocynapcrseanoro peryJlHpOBaHIDI OTpaC.I1eH It PI.IHKOB.
Pons npencrasnrenen qHKarcKoti: HaYlIHOH WKOJlbl (A.,!J;»peKTOpa, ,!J;.cTHfnepa H np.) B npouecce CTaHOBJleHHlI II paspafiorxu MHKPO)KOHOMlI'leCKOro nonxona B paxrxax 3KOHOMllKII orpacnesux pldHKOB. OrpaHHlIeHHJI MItKP03KOHOMH'lecKoro aHIlJIH3a. Pa3BHTHe MIIKP03KOHOMlI'leCKOrO nonxona na OCHOBe COBepWeHCTBOBaHHJI $OPMaJlI.HldX MOllenei1 onurononuu C HCnOJlb300aHHeM annapara reOpH" Hrp H 3KOHOMeTpH'leCKHX accnenosauua.
OCHOBHMe sransr $OpMHpooaHIDI H plUBlITHlI 3KOHOMHKH orpacnesux PhlHKOB C saxana XX B. H lIO uacrosuiero BpeMeHH. Mecro TeopeTH'lecKoro H 3M nIIplI'IeCKoro aHaJIl13a aa pasasrx srartax paasmus 3KOHOMHKH orpacneasrx PbIHKOB. Pons TeopHH Itrp, llOCTH}!(eHIIH B 06naCTH MHKp03KOHOMlI'lecKOA reopmr (reopnn ueaooopasosaaas, TeopliH IIOTpe6HTeJIbCKOrO Bbl60pa H np.). reopllH TpaHCaKU,llOHHblX H3l1ep)KeK, reopa« KOHTpaKTOB, TeopIIH npHHJlTIDl peureaan B YC1I0BIUIX neonpenenennocrn H aCItMMeTpll'lHOIl HHlfJopMawUI, reopan IfJYHKIIHOHIIPOBaHlLII orpacnetl II PblHIWB B ,alfHaMIIKe H TeopIIII COCT1I3are.l11.HldX (KBa3HKOHKYPeHTHbl:X) PI.IHKOB B npouecce Pll3BHTWl3KOHOMHKH orpacnesux PI.IHKOB.
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.
BJIlfJIHlIe pll3BIITWI Me)KllYHapoJl:HbIX 3KOHOMlI'IecKHX CBJl3eH, $opMRpOBaHltJI enuuoro psruxa B paMKax Eaponeaceoro 3KOHOMH'IeCKoro Cootimecrsa II lIeJUeJII.HOCTII Mynl.THHallllOHllJIbHbIX xopnopauna aa C1pYKTYPY H Bbl60p $aKTOpOB 3KOHOMH'IeCKoro HCCJlellOBaHWi B coapeueuaon TeopuII OTpaCJIeBblX phlHKOB.
12
v PIl3BHTHe MeTollOB caryannoaaoro aHIlJIH3a B 3KOHOMHKe orpacnesux phIHKOB. PORI. 3KOHOMlI'IeCKOH TeopIIH 0TpaCJleBI.IX PblHKOB D)Il1 Bl.lpa6oTKII crparernu H TliKTHKH IIOBelleHIIJI $llpM B pa3J1H'1HI.IX PI.IHO'lHI.IX crpyxrypax, perynnpoeanns orpacneaoro IIOBeJl:eHIIJI $HpM, Bblpa60TKH OHTIIMllJIl.HOii npo-
MhlWJ1eHHolt II orpacneaoa IIOJIHTRKH. ,. .. ',.-.... . ..
Bonpocsr $OpMHpOBaHIIJI H pll3BIITWI B POCCIIII )KOHOMHKH 0TPaCJleBbiX PI.IHKOB (Industrial Economics llJIH Industrial Organization), KaK OTlleJlbHoi1 06- JlaCTH 3KOHOMH'leCKIIX HaYKH. IIpo6neMld H npuaepsr IIcnOJII.30BaHHJI Mero.n;oJlOrMH HCCJleJl:OBaHllJI, pa3pa6oTaHHOA B paMKax 3KOHOMHKH OTpaCJleBbiX PMHKOB, .ans aHIlJI1I3a KOHKpeTHI.IX OTpaC1Iei1 H PI.IHKOB B POCCIIH.
j(onOllHUmItJ1MUlJI JtUmepamypa
I. AHaJllt3 OTpaCJIeBblX PblHKOB I Ilon HayqHoti pea, A.A. Bypoc, E, H. KaJlMbI'tROBOti.
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.
3ao(1IIulI
. 1. IIpOaHaJlII3HpYHTe npennoxeaaue B npHJlO)KeHIIII 1 IICCJleJl:OBaHlLII IIpJlMMX H ofiparnux CBJl3eA B panxax 6110KOB napallurMbl «CTpYKTYpa - Iloseneaae - Pesynsrar» aa npHMepe pldHKa COTOBO" CBJl31I B BOpOHe)KCIWH 06J1acrn II psraxa P03HH'lHOii ToprOBJlII 61.1TOBOiI TexHIIKoi1 H 3neKTpoHHI<oi1.
2. BI.16epHTe OllHH H3 orpacneasrx PblHKOB B POCC"" " npocnemrre na OCROBe MarepnanOB nepnonaxecxoa nesarn, IIHTepHeT-pecypCOB 11 CneUlIllJIbHoi1111Ireparypu npJIMble 11 ofipaTHble CBJl3H B paMKaX 6J10KOB napaaurxu «CTpYKTYpaIloaeaeaae - Pe3YJlI.TaT», xapaxrepasie )])1$1 BI.I6paHHOro BaMII punxa. B npouecce BI.InOJlHeHHJl31lJl:1lHlLII 03HaKOMI.reCb C MaTepnanaMH npllJlo)KeHHJl2.
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llpllRo3ICeHue 1 1.1. CUCTeMHblH nO.1lXOJl K aUUU3Y pblDKa COTOBOH CBJl3U
no pe3YJIbTaTaM pa60Tbi aa npOIIIJlbl" ron na 06JIaCTHOM puaxe COTOBOH CB.!!3ll nOSlBHJlCJJ HOBhllt .nnnep «BOTt'K M06aItJlJ+. TIoCJ1e nosaneau» )TOH KOMnaHHH na pblHKe B I<OHue 2001 r. U B03HllKHOBeHll.!! peansaoa ansrepaarnBbl no xaxecrsy H H811eIKHOCTH npenocraanaensrx ycnyr, B pernone CTOUMOCTb yCJIyr M06IJJlhHOH CBB3H 6b1J1a CHH*eHa "a 20-30%. < ... > TIOMIIMO ororo Cpa3Y IKe 6blJIlI YCTaHOBJIeHbl 42 6a30Bbie cTaHIIIIH, otiecnexnaaiourae ysepeHHblA npae» CHrUaJIa 80 BCt'X panoaax 06JlacTlt, <ITO o6ecnelmJlO ycronQHBOe palU10nOKpbITHe (I KaqeCTBeHHyJO CB"3!> B HaH60Jlee TPY,!l.HOLIoCTynHhlx MeCTax.
KouKypeHTocnoc06HoCTh yCJIyr COTOBOA CBSIlH H COTOBblX TeJle~OHOB - peiuaioumn .aKTOp KOMMep<JeCKoro ycnexa ua pa3BHTOM KOHliypeUTHOM pblHKe cpencra HHllHBHllYaJIbHOH CB.!!311.
3TO MHoroacneKTHoe nouarne. oaua-tasomee COOTBeTCTBHe Ka'leCTBa CB93H H M06HJlbHbiX TeJle~OHOB yCJlOBIUIM psunca, KOHKpeTHhlM TPe60BaHH.!1M nOTeHU}laJIbHWX a60HeHTOB He TOJ1bKO no CBOHM TeXHU"IeCKIIM, 3KOHOMH'I«ICHM, 3CTeTH"IeCKHM xapaxrepncruxaer, HO H no KOMMep'IeCKHM H HHblM YCJlOBUSIM (uena, epoxa nOll.KJlIO'IeHH9, eepanc, pelUlaMa). Eonee Taro. saIKHOll COCTaBHOil 'IaCTblO xouxypearocnocotinocrn yCJ1yr COTOBOil CBH3H .!!BJ1.!!eTCH paaaoobpanre npeanaraesnax Tapu41Hblx nJlaUOB, a CJIe}J;OBaTeJIbHO ypoBeUb sarpar a60HeHTa sa BpeMJ{ 3KcIIlIyaTaUHH COTOBOro TeJleipou3.
15
Cnenyer npasaar», 'ITO ycnex KOMnaHlut «BOTeK Mo6aHn» npeaonpeaenUJIO He TonhKO ynysmeuae xanecrsa CBH3H, HO H p83BHTue cepeuca. fnaBHoi1 saaasen npH paspafiorxe BbICOKOTeXHOnOrlt'iHbIX HHTeJIJIeKTyanbHbIx ycnyr, T3KliX KaK rOnOCOBaJI II Q>aKCIIMHnhHaJI no-rra, HHwopMaUHOHHo-p1l3BneKarensuue xaaansr, cepsac SIM-Media, onnara ycnyr Mo6HJIbHOA CD"3" sepea cers 6aHKOMaTOB ropona, C0311aHlIe cnenaanaaapoaausoro llHwopMaUHOHHoro canra B cera MHTepHeT, CTanO CTpeMJ1eHHe C,II,eJlaTb nOCJ1e,ll,HHe ,ll,OCTH*eHHH B 06naCTli Mo6HJ1bHblX KOMMYHHKaUHU nOHHTHblMH H }leiiCTBHTeJlbHO noJle3HI.IMH llJlH CBOHX a60HeHTOB.
IiH3Hec no npellocra8JIeHHIO ycnyr COTOBOA CBB3H B Mope, D TOM <IRcne H B POCCUlI, C Ka)K,QbIM }lHeM ace 60nee npenpautaerea B 6HTBY o6t.eMoB, 6HTBY aa nomo pblHlCa. 3TO llaeT OCHOBaHilli O)KullaTh, 'ITO axuna npomaonureneii TeJ1e4lOHOB II KOMnamdt, Q>YHKIUIOHlIPYIOWHX Ha psunce COTOBOi1 C B.!I.3 II, Ha'l.HYT 6bICTPO paCTH B ueae. B CB.!I.3U C npU8JleKaTeJ!bHOCTblO }laHUOI"O pblHKa tlJlH nOTeHUH8JIbHbiX KOHKypeHToB, KOMn8HHHM y*e pa60TalOlUHM aa pblHKe ycnyr COTOBOIl CBH3H B UenHX eoxpaueana CBOUX n03uUHI1 H8 pblHKe npencrotrr pelllHTb MHO:lKeCTBO npo6neM, xacaioumeca SHYTpeHHero Q>YHKUlIOHHpOBaHilli punxa U B '1aCTHOCTU npoonea, KaCaIOWlIXC)1 cornacoBaHHoli ueaoson nOJIHTUKH aa psiaxe.
TaKHM 06pa30M, CnO:lKHaH caryanas aa phlHKe COTOBOll: CB)13H BopoaexCKOll o6nacnl -rpefiyer OT KOMnaHHi1 nOCTOHHHOI"O COBepllleHCTBOBaHHH CBOHX cHCTeM ynpasneans H IIH41opMau,HOHHhIX CHCTeM HX nO,U.ll,ep)KKU. B HaCTO)1- uree DpeM)1 OD:HHM H3 OCHOBHbIX aarrpaaneuua C03t1aHillI 3Q>Q>eKTHBHOll CHCTeMhl ynpaBneHillI )1BJIHeTC)1 npHMeHeHHe npoueCCHoro nOllxo,aa K OpraHH3auHH H ynpaanemno ,ae)1TeJIhHOCTblO KOMnaHHit < ... >
no npOrH03aM ClIeWl.aJlllCTOB, OCHOBH3.!I. KOHKYpeHIUIH na punxe Mo611JIbHail CB"3H B 2003 r. p1l3BepHeTC)1 B o6nacTH xauec raa npe..!10CTaBJlHeMbIX ycJlYI", KOTopaB 3aiiMeT MeCTO ueHoBoii KOliKypeHuuH. Onnoapeueaao C 3THM npOtlOnlKHTC)1 aKTHBHbli:i POCT 'IHCna II0J1h30BaTeneit. OCHOBHhlMH 6H3Hecnpoueccauu B KOMRaHilliX COTOBOi:i CB)13H )1Bn)1lOTCH re, KOTOphie opaearapoaaHhi aa OKa3aHHe ycnyr COTOBOii CD"3H, npe}lCTaBnHlOWHX l.{eHHOCTh 11)1)1 a60HeHra, H, 06ecne'-lHBaIOIl{HX nonyxeaae noxona KOMnaHHen.
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.
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.
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
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.
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.
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.
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
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
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.
p
PHc.l
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.
PHC. 3, BapHaHTbI u euoaon nOJlHTUKH cIlupM, pa60TalOWHX ua psunee, no OTHOllleltHIO K nOTeltun8J1bHbiM KOHK}'peHTaM B cny .. ae )KOHOMHIt ua MacuITa6e npOHJBO)lCTBa (BXOIl UP" cy60nTlIMa.nbHoM 06'beMe asmycxal
I
(
TIp06J1eMbl MOll:eJlHp083HUH nOBe.a.eHHB 4tUpM B YCJlOBHBX nOTeHQnaJlbHOB: KOHKYpeHQnn
llpUJJOJlCeHUe 1
06CYlKneHue np06J1eM MO.neJlUpOBaHUJl noseneaaa q,UPM B YCJlOBH!lX noTeHIJ,J1aJlbHOii «oakypeauan npennonaraer paccuorpeuae oYpaCJIH MU psmxa KaK OTHOCIITeJlbHO o6oeo6J1eHHoii CIiCTeMbl. 8 )TOM cnyxae cymecrsyer onpe)],eJ1eHHM crenens CS060)]'bI BXO,!l,a H ssrxona.
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);
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.
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.
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.
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.
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
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;
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.
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:
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,
.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?
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.
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.
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 $YHKllUlI HMeeT san: Qz = JXY . PhlHOK npOMemyTO'lHoJ:i nponyxua» Y JlBJ]JleTCIl PhlHKOM cosepureaaon KOHKypeHuHu, IIpH'leM cpeaaae H3.[eplKKH ero npOH3BOPCTsa IIOCTOIIHHM fl pasnsr 2. Ha psnnce IIpoMelKyTO'lHotl nponyxua« X neticreyer f!lHpMa-MOHOilOJIHCT, "POlf3BOIDHua.ll TOBap C OOCTO.llHHhlMU cpellHHMu 1I3Jl:ep)l(-
XOJlOB Ha pelCllaMY OT ueHoBoj:i 31laCTlNHOCTH cnpoca II 3J1aCTWlHOCTII cnpoca no pexnaae. Ou:eHlCa CYIUeCTBeHHOCTll npe.nnOChlJlOK MOneJIH H ee CrpYKT)'Phl ,!l)1IJ o6ecne'leHlUI .uOCTOBepHOCTH nonyq.eHHhlX pe3YJlbTaTOB. ITpo6neMbi IfCnOllh30Datfl:nI. YCJlOBMJI )J,op$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~ $HpM na pblHKe.
~~bIlK O.A. Advertising in Russia II Advertising Worldwide Springer. 2001. P. 1-38. man R., ~tcmer P.O. Optimal Advertising and Optimal Quality 1/ American Economic Review. 1954. Vol. 44 (December). P. 826-836.
Sutton J. Sunk Costs and Market Structure. Cambridge, Mass.: MIT Press, 1991.
JaiJaHUJI u ynpaJICHelfUR
Q = 3~0 ~~PM: patioraer B YCJlOBILIIX OCTaTO'lHOro cnpoca aa cson TOBap: p, ne p - ueaa eLlHHlIIU>1 TOBapa. cDYHKUlU1 H3Jl.ep)KeK npoasaoacraa
~el<JJaMHOl1 KaMnaHllll. fly6JIIiKaUM.5I OJl.HOro pexnanaoro Om)lBJIeHH.5I CTOllT o neaeacaux eLllIHIlU H no oueaxau sxcnep'roa npnaozurr K YBeJUftleHHIQ cnpo-
ca Ha 1 eJl.IIHIILI)' TOBapa. . .
1) CpaBHIITe napauerpu paBHOBeClI)l no II nocne pa3BepTbl~~ll![ P~KJIaMHail iGlMnamtll.
2) Ouemrre B03MO)KHOCTl. II 341$eKTIIBHOCTh nposeneaaa pel<JJaMHott ..... M
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.
Bseneaae orpaHHqeHlltl: npasener JlIlWb K )lOCTIlllCliMOCTH MaKC).lMYMa npH6bIJIH $npMbl-npOII300)lIITeJl1l, HO OH 6yn;eT ,lJ,OCTHraTbC1I He 0 TO'lKe JlOKaJIbHOro 3KcrpeMYMa (j:IyHKUIIII. A 3HaqIlT, ycnosne ,[(op*MaHa-Crei1Hepa BbllIOJlHJIThC1I He 6Y)leT. ,UeJlo B TOM, qTO crpyxrypa K03$(j:IHuneHTOB npn 3H)l0- reanux nepenenasrx MO)leJllt B $YHKUHll cnpoca n B (j:IYHKUHU H3.1lep)KeK onpene-
:1 ]UleTCJl 10 3KOHOMl-l'leCKIlX coo6pallCeHHi1, TO ecrs (j:IUKcnpOBaHbl 3HaKH COOTBeT~. CTB)'fOmllX K03*qmuneHTOo. Hanpavep, 06'beM sunycxa IPHpMbl, KaK npasnno, YMeHbwaeTCH C POCTOM uensr rosapa, HO YBenllqHBaeTC1I C paCWHpeHIleM peKnaMHOH KaMllaJ-JIIIl. TalmM 06Pa30M, ypaaaenue npu6blJlU onncstaaer KOHKpeTHbIi1 BllJl nOBepXHOCTH TpeTbero nOp.ll1IK3 - rllnep60JluqeCKIIiI napa60JlOHll, qTO II
onpenenser peureane MO.1lenIl.
69
TOllbKO Upll aeenenun KBallpaTH'IHOJt 3aBlIClIMOCTH $YHKUlIlI lI3llep)l(eK OT 06beMa nsmycxa qJllpMbI-npOll3BOllUTellJl HOT ypOBHJI ee pesnaxaux paCXOllOB nOJIBllJIeTCH B03MO)l(HOCTb ocyurecrarrrt, onraamaumo na Jl.pyrofi nOBepXHOCTH rpersero nopsnxa, aanpnuep, paCCMaTpHBaJl :}JIJIHnTlI'IeCKlIH napafiononn, Ilpa nOM otiecnesenue MaKClIM)'Ma npH6blJl1l B TO'lKe JIOK3JlbHOrO )KcrpeMYMa $)'IIKII,1Il1 OCTaeTCJI npo6JIeMaTUqHbIM, a cyuiecraenauu OKa3blBaeTCJI BBeJl.eHHe KBaJI.pam'lHOH 3aBHCHMOCTH tfJYHKIUIH mnepxe« tfJHpMbl-npOH3Bo.uHTellH HMeHHO OT YPOBHJI ee peKJIaMHbIX paCXO.llOB.
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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.
H HayqHo-HCCJle,ll,OBaTeJlbcKHx pa60T B 06J1aCTH 3KOHOMHKD
OTpaCJIeBblX PblHKOB
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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.
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39. Ilenoaaa Ll,HCKpHMHHaUillI: npaauarra H MOLleJlll ueHo06p:nOBaHlIll.
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41. BepTI:IKaJ1hHaJl HHTerpaUHJI: Teopllil H npaxraxa IPYHKUlloHlIpooaHlul psmKOO 0 POCCHlI, Espone, CiliA H npyrux pernouax MHpa.
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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.