taxi-book

Bau uLaueqKn... unu 6usnec?
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tlacrs 1. KAK PACKPyTI4Tb CJtyXEy
TAKC14
1.1. floqerrny raK c.noxHo Bbtxt4Tb e 6nsHece raKch
Co cropouu Kaxercr, qro co3Aarb c:r1rx6y raKclr oqeHb fipocro. Oco6esno ecJrr{ ecr6 rarofi To 0r]6rr
pa6orsr B cMelKHbIX o6nacrsx: BoArzTeneM, 6yxrarrepoM, KoMrrr,rorepilIrrKoM, pyKoBoAr4reJreM
Milroro 6usHeca. ?I gro 4eficrnuremno rax!
9oryI":.to cnyN6y r_aKcrz 'npQpro, Ho oqeHrBbIxLIIb B 3ToM 6prsHece 6es creq[anbHbrx 3HaHHfi u uaerrKoe. Oco6eHHo B ycnoBr4.r{x
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oro caMslfi npocrofi BapI,IaHT Be,4eHu.{ 6ugHeca n c$epe raKcv. 3a rax,Irrfi
3aKa3, rlocryrluBlxufi or Ar4cnerqepon Szpusr, He3aBr{c}rMbre (or3Bo3rrvKr4)) orAaror efi 10-30% ero
cror{Mocrl{ na6o neryo QurcuponauHyro cWMy. IIpu srou y BnaAenbrleB Ar,rcnerr{epcxofi ner
[ucneruepcKzul TaKcI{
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npo6nena, cBs3aHHbIx c o6cryxunaHr{eM rrapKa aeroNlo6r4reit.
filx
opraHr43arlr4z ne6onrruofi
Al,Iclerrlepcrofi neo6xoaulro $5-20 rr,rc. KoneqHzu{ cyMMa B ocHoBHoM 3aB}Icr4T or per}roHa rr roto,
KaKoe rexHuqecKoe BoopyxeHrae 6y4er nu6pallo rnt cBr3r.r c raKcucraMr4.
Ho, xar cneAcrBue npocrorT,I rr AocrynHocrl4 co3.4aHH.rI Ar4clerqepcr<ofi c.lyx6u, B KpynHrrx
ropoAax cyrqecrBylor corHlr roAo6sux cn1aN6, cpeAV Koroprrx pa3Bopaqr4Baerc.rr Hacro-{ula"rr
KoHK)peHTHas sofiHa. 14 erlxzeam e srofi eofiHe rorrbKo caMrre cvnrntre!
Apy.ofi BapI4aHT 6usHeca raKcrr - TaKcorlapK. ,{ra naenxux t4 cpelHr4x rrpeArrpxHnuarelefi co3AaHr{e
co6crnesnoro raKcoMoropHoro rlapKa * Aeno 3arparHoe. ng$gg,"g5"r."r
Har{HHarb c
Ag{oM9q,qyryl
noKytIKLI He MeHee 50-100 asronao6lrreff. flpuuerr,r nlqtue upuo6perarb r4HoMapKrr - c trpurlenoM Ha
:--Taxoe KoJIVqecrBo raKcpl n pa6o-ryro cMeHy 6onee prnr'r MeHee paBHoMepHo pacnpeAeJrvrcfl
6ygyqee.
rro ynuIIaM ropoAa. 3ro noseonqer us6exarb [opoxul4x npo6eroe Anq rloAaqr4 Marrrr4n KJrr{eHraM B
- cpe4uei cror{Mocrr4
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AanbHHe pafiouu u nonufifrffi6eninoirs
I4HoMapKlI s $12 ruc.4nr nokynxu napKa aeroN,Io6lareft lorpe6yerc.rr oKoro $1-1,2 nrlu.
rffifratuffiilil".
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Opranuaauu-fl KaqecrBeHHofo ArrcrerrrepcKoro rreHtpa npu TaKconapKe ilorpe6yer eule
$
100- I 20
ruc. Tarulr o6pa:ou, o6qze 3arparbl Ha opraHLI3aI{pIIo Manofo raKcorrapKa Moryr cocraBrzrb Ao $ 1,5
uns. Buiirrz Ha HyneByro peHra6enurocrb raKcorlapK cMoxer roJrrxo [ocJre nepBoro roga pa6orrr, a
oKyfir{Tbcfl
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TaKcoMoropsoro 6prsseca flBlrflerefl To, r{To BnaAenbrly aBTorrapKa [plrxoAr4Tcq
nepeAaBarb cBopr aBToMo6uru B rroJrb3oBaHue HaeMHrIM
BoAr4TeJl-flrra.
Vro6u 3acraBrrr6 so.{urerefi
6epeNnee orHocuTbct K r.rMyrllecrBy, rlpeArlpl4HrrMarerlu rrpuAyMbrBaror pa3nuqHr,re cxeMLI
IroBbIrIreHr{-[ ax Marepr4anrnofi oreercrBeHHocrr4, B qacrsocrrr, MaruprHy
Mofyr [epe,qaBar6
HaeMHoMy BoAHTerIrc B apeHAy. Hepegxn cJI) {alr, KorAa Bo.{I4Tenv [onaAaror B aBapvvvrrlr
rrcqe3alor, npI4cBor.IB BbIp) rKy, a rrHorAa H caM asroNdo6r4m.
Koueuuo, Bo3MoxHbr pa3ruqnbre rlpoMexyrorlHble Bap[aHTbI opraHr43aguu6uzueca raKcl4,
KorAa vMeercr KaKoe-To KoJn4qecrBo cBoux aerol4o6lrneit
www.pisoft.ru
(utu
asroT\,{o6zrefi po4crneHirofi $uprunr)
2010 O l-yugopoe CepreN
Bau ulauleqril... unv 6uenec?
14,
KpoMe 3TOro, [pr4BJreKaroTc-fl BOAuTeJIn Ha CBoI4x anrOnro6rln.gx. B SIOM cnylae MoxHO CI{nF,HO
CHH3I{TI' 3ATDATT,I HA BXO/I B 3TOT 6I4SHCC.
Tunuqnoe oilrrcaHl{e cyulecrByronlux npo6,'Ie*l s brlsHece raKcrr:
uac ctroJrcwacb Henpocman cumyaqun, pa1ovyto Qupuy maKcu fl Kynur zod uasad, e
npuHr4une oHO nomuxoHbKy yMupatre m.K. cmapbte xosfleae ue ercnadarcarucb (ynana do 20-40
saneorc ). Hauan 6tru6aHut 6 peKnaMy (saeanun zopod ausumKaJwu c 10% crcudrcauu, pacKJleuJtu
cmon6w, nodresdtr, zcBembr, trcypuanu) noduntu 3aflsKu do 150-200 ulm. 3ut'ty nposenu
HopwotrbHo, Ho c HacmynneHueA4 eecHbt o6uiiuat npocmo cmoru yzacamb, Qupna npustteKana
motrbKo uaduruam eodumeneil. Bodumennu cmano He uHmepecuo denamt uaneruarcuil o1teru
3afl6oK, u Haqanacb npo6neua c HexaamKofi eodumeneil ua nuuuu. Ceiluac oceHb saflsKu
noduuuaromc.r Ho BbtnotHtmb Mbt ux e nonuoil Mepe He Mor{en U3 3A IIPOEIIEM HEXBATRU
BOtrUTEXEI;I npu emoM uut c rcatrcdatu durju mepnew ecii 6onawe KtrueHmor m.K oHu He
coznacHbt c o6eaqauunau ducnemuepoe e owudaHuu MautuHbl 6 meqeHuu 30-40uuuym.
Ilpueneveuue uep% CMU ua pa6omy eodumeneil u ducnemvepos p$yrbmemor He dadm.
3ACTABUTL eodumeneil ua eatxod no zpa@urcy ue ydadmcn. Vmpo: nomoK 3auloK lvtalauH Ha
truHuu 2-5 o6ed 5 eeqep I5-20 u Jmo Ha MuJ,tr,tuoHHblil zopod. Taxcu npocmo uedneuuo udtim rco
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Bor upunrep ycreruHoro <(crapra> (http:i/homeidea.ru/index.pl-rp?action:printpage;topir15.0):
<<...Coznacua, Ltmo He rryuu,tue speMeHa dna cosdauun 6usueca, meu 6onee maKcu. Teu
nuqHo 1,rnc ecd cnoJrcunocb, nywuhl,r, dnn menepetuHezo BpeMeHu, o6pasou.
rue MeHee,
2008 zoda. Haqanoca ecd marc: n pa1omana e cnyuc1e maKcu, ducnemuepou ua doay.
Mne npueosunu 6 Moto cweHy dsa uo1unaHbrx annapama, oduu dnn exodat'4ux GbBaBoG om
KtrueHmol, dpyzoil dnn censu c HaeMHbtMu eodumennuu Ha ceoux aemouo1unax. Pa1oma 6una e
padocmu - sloHKoB 6atno docmamoHHo. Opzanusat4ua pa6omana r6Ho He e y1atmorc, u datre ue e
uonu. trf uue xopolao - a u do"nra, u sapa6amullalo, u 6es dena He cuJtcy. lTpowno zpeJiln u Halay
cnyrc6y npodanu. .fl marc noHilra, vmo pa36usanu ee) tnonbKo dnn emozo, qmo 6 npodama.
Eatn
uail
.fl uaruna dpyzyn pa6omy. Ho norcon ue daeanu MbtcJtu.
www.pjsoft.ru
fl
oqeua denmenuuutil qettoeerc. Mue
2010 O l-yugopoa Cepretl
Bau ulauel{Kn... unu 6ueaec?
8
xomelocb 3aHuwambcfl. uent-mo ceowr. Mycrc KpumwtHo omHeccfl rc uoeit udee cosdamb c6oro
ducnemvepcrcyto cnytrc6y. Aatmancn dorcasama MHe, Hmo Hy)tcHbt oueHb 6onawue enoJ{euun. fl
conpomuzrntaca. LI menepb movHo 3Hano, vmo HyJtcHo npocmo nuozo pa6omemb, ynopHo
do6ueamacn mozo, qezo xovelab.
Mat c uycrcenr nocnopunLt, qmo n sttoJtcy 200 py6neu u Mon cnycrc1a HaqHem sapa1amarcamu
nepsbre deuuzu ycrce vepes uedenlo nocne omKpbrmun. Tarc u cnyvLtrocb. fl rcynuna npnaoil
zopodcrcoil Hohtep, u Hotuep dna censu c eodumenwvtu. Bsnna dea cmaputx tto6unuuatx mene$oua.
Moil u My)rca. O6seouuJra eodumene;t, cstsb c npeJ{HuJvtu maKcucma.vtu 6atna HaraJrceHa.
Hercomopute u3 Hux npuHflnu ntoe npednocrceuue c ydoeotrbcmeueM. 3onomutx zop n urr He
o6euqana, a npocmo npocura noddepttcrcu, I cryuae, ecnu 6ydem dnn uux pa6oma.
,[anee 6ama 6onee Hanpn)rceHHan pa6oma. Ifpudyuana HesBaHue cnycrc6ut, neil1n, deeus.
Paspa6omane ausLtmKu. ,[orcynteumal4un * KoMuepvecrcoe npednoJtceHue dnn rcafue, cayu,
eocmuHul4 - c npednocrceuueu pa1omqmb Ha nodaqe. Rouuepuecrcoe npednottceuue dnn
KopnopamueHbtx KrueHmoz, c 6onee Hu3KuA4u qeHat4u - n peu,runo no Haqatty cdenamu ynop
Ha
HUX.
Mue noeesno 6yrceanauo ua cnedynr4uil deua nocne <oQut4uanaHozoD omKpwmun cnytrc1at.
,fl ynopuo o1seauueana rca$e u pecmopaHbr, sHan ux nompe6uocmb 6 passue nepcoHana s HoqHoe
spet4n no douau. flepeeoeopu c deyua 6onee uHmeHcLtlHo 3auHmepecoaaeutuilucn
opeaHu3aqufll,Iu 3aKoHqr,tJtucb yoaqHo, noclle .l4oezo npeorouceHun o4eHumb Ha npaKmuKe ycnogun
uaweil yctryzu. Paccqumae npuMepHylo cmoul4ocmb noesdorc no npedocmarneHHbtuu ttvu
dauuutu no KwtoJrremparcy, Komopuui ouu npo%J{atum xacrcdutil denu, c nomon4bto npozpat4wbr
IEIfO -
Mbt npucmynuru K compyduuuecmsy B mom Jrce 6ettep.
B ponu ducnemuepa 6wna n co.il4a. B o6qen eom. IrI nouecnocb. floexano. B nepeaui )rce Mecnl4 n
sapa6omana qucmbtrMlt 5 000 py6neu. ,[nn MeHfl 3mo 6utn npocmo eocmopz! Mue xomenoca
deueamucn danuwe. Tarcoil nodaent cun 6utLt
Cuaqana 6urnu dee Supau, 3ame14 eu4e dee. B umoze, ua cezoduawuuil deua HaMa KoMnaHun
pa6oman ua dony, unleem 6 KJrueHmype BoceMb opzaHu3aquil o6u4enuma, HecKottbKo
topuduuecrcux KoHmop, HecKonbKo KpynHbm mopzolbtx Kor/rmeKcos - u smo ecrcedueeuuni
cma1unauatx doxod He morbKo dnn ueua, uo u dnn mex eodumeneil, rcomopbte noeepluru 6 Mou
cluttil.
Tarc crce npoeodnmcn ycneutHbre aKr4uu
ua 6ase Hautux KnueHmoa - rcaQe, pecmopaHoe
-
c oqeHb
ewzodut'tv4u npednocteuunrwu dnn nocemumeneit e nnaue ucnorb3oaaHufl maKcu. Tarctrce ycneutno.
npodontrcaeu pa6omamu c dpyeuuu opzaHusa4unilu ua noda,aax. Pa6omaea c
HapKonoeultecKulvtu 6onauuqantu u npocmo tracmHbtA4u HapKofloeaJvtu. Pocm KtrueHmor Heutezo
mancu ceilvac monbKo yleruqusaemct, 3a nocneduue HecKonbKo Mecnr4e6 npupocm cocmalun
nopadrca 30%. IrI emo motrbKo HaHaro.
Ecma uacca udeil u nwcneil xarc do6ueambcfl pdcnono)rceHun zpacr:dau
KOmOpWe OueHb xouy peaJrusoqamb.
rc
uaweil cnwrc6e,
Ifoeepame, fl enoucuna MuHuMarbHarc deuaeu, a movHee rconeilrcu, cdenaaa ecii <ua KoneHKe)).
Vucmaui doxod cocmaatrflem e dauuoe speMfl nopndrca 40-50 mucnu py6neit. Ceiluac Ha MeHfl
pa6oman dea ducnemvepa, 6yxeanmep. A.r ocmazLrra sa co6oil doncrcuocma uenedtrcepa no
npodeutrceuuro u no cozwecmumenbcmly dupercmopa @.
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2010 O l-yHgopoe Ceprefi
.
I
Bau uraureqKu... ilnH 6usHec?
Bom marc. Bce uaueuo u znyno, rcarc npedcrcosbtactJlu oKpydcanu4ue. Ho nonyuunoca crce!
Ilonyvunoca! O6ou,muca u 6es percnoilw no mere*usopy...))
Tarue r4cropur,r xorb r4 He lracro, Ho Bcrpeqarorc-fl. EraroAap"fl HMeroqeMycr onhrry, yropcrBy,
rpylonro6uro rr yMeHr4ro auanlr3lrpoBarb cr{Tyaquro u flpauprMarb rrpaBprnbHbre perrreur,r"rr, Moxno
AOCTt4rrb
Xopoflrux pByJrbraToB.
r{ro, no-uoeMy, 3Aecb 6srno cgenaHo rrpaBvnbno u o6ecueqrino yclex [peAqpr,rJrrr4Jr:
- Mpruuua;rbHbre HaqzurbHbre 3arparrr: o$rac, o6opygonanlae, 3ap[nary corpyAHrdKaM
- OpueHraqufr Ha AoJrroBpeMeHHBre ornorrleHat c MecrHbIMH opraHr,r3arlufl.H aKTHBHas pa6ora c
HUMI,I
- I4ueercs onrrr pa6orrr
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sroM 6rasuece
14
3HaHI,Ie (c4sHyrpr4>).
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\iaury.pisoft.ru
2010 O l-yHgopoe Cepreil
Baru
iuaueqKil... vntl 6vrs*ec?
10
1.2. HaqanbHbre 3arparbr, npo6neMa oKynaeMocrl4
Auex4or
B TeMy:
rcoe1oa peluutru cdenamu 1usuec ua npodatrce dama, noKynanu ux sa donnap
e
Texace, 6e3tru Ha cmapeHbKow epysosuHKe e vurcazo u oqeHb'hucmpo pacnpooa1aru
c
ue6onautoil ua4eurcoil, rcomopoit edea xeamano ua 6ensuu;
- fcrco ! Bom -d,tut c mo6oil esduu-esduu, pa6omaeu no I6 ttaco7 B
cymKu. a deuez rcarcmo He npu6aennemcn, da ue npu6aennemcn...
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C qero HID(HO Hasarb rIpH co3AaHHI,I Aucrlerqepcxofi TaKcr{ Haqr4HarcilIeMy npeAnpnHurraremo?
Bo-nepeux,
pelrl4
crpaqun. Bt't6upaere cauufi npocrofi Bapr4aHr
npou{e). C0epa AesrenbHocrl4
-
oKa3aHrae uu$opvrarlr{oHHr,rx
- LIII wnu OOO 04n ropa3Ao
ycnyr. Brr nepesosgaMg
He
3aHl{Maerecb, a roJrbKo neperaere BoAr4Ten.rrM l.iuQopuaqzro o KJrr{eHTax.
flouenlenlre
o6rrqHrrfi o0zc e o6rr.{Holu o$ucrrou 3l.alurr. Ecnu g:rx cB.rr3r4 c BoArrreJr.rruu 6y4ere
nprrMeHrlTb paAr{ocBt36, To qeM BbIIIre 3Tax TeM Jryqrxe. Brpouenr, parlHr4 3To
)DKe ycrapeelruft
cnoco6 cBs.sLr. Cefiqac fopa3ro aKryanbHee r,ro6anrnaq cBr3L: GSM rz GPRS.
-
roroprrfi eqe He 3Haer MHo)KecrBa HrcaHcon z npo6neM orofo
6u:Heca, fl oqeHb He pexoMeHAyro HaquHarr, c Brro)Keuus.e 6uzlec ruo$rrx
AeHer (oco6enuo
:aeunrrx). Haquuars Hyr{ffio roJIbKo c npoAax... ,{oroeopzrbc{ c HecKoJrbKHM}r 3HaKoMbrMa
BOAtrT9JIflMH,uairru HecKonbKo nocrotHHblx KnneHToB (lyrure 6tuxafinsux opraHu3aqufi), lponecru
HavraHarorqeMy npeAnpplHlrMareJlro,
lralo6rogxerHlro peKJIaMHyro KoMrIaHHIo, co3Aarb npocrofi cafir. lttx aBgsr4 c BoAlrren{Mr{ Ha
lepBbIX lopax Mox{Ho I4crIoJrb3oBaG o6rrqnrre uo6unrHrre reneQoHrr. Torrrxo KorAa.qeno nofiAer
HaqHer [pHHoclrrb lptl6rtlr, 3a cqer erofi upa6uJIH MoxHo rrocrelreHHo pa3Br4Barb
Aeno Aanbrne:
N
apeH.4oBarb oQuc, HaHHMarb Alrcnerrlepon, nprao6perarb cpeAcrBa cBfl3rt, oprrexHr4Ky, rrpofpaMMHoe
o6ecneqenae...
flepeqHauanl'Hble 3arparr,r, c)rMMbI Lr rleHhr oveHb cHJrbHo 3arlaaflT or perrroHa, Ho .{ Bce-TaKu
lpI4BeAy oqeHb opneHTtrpoeo.{urrfi 6ussec nlaH ne6oluloi Aprcnerr{epcxofi raxcpt.
Apenga rroMeqeHz{: 100 000 py6nefi e ro4
(rele$onu, o$zcnax ATC): 100 000 py6 r rog
Oprrexurzxa (xounsrorepsr): 30 000 py6 n roa
Cnsss
flporparranrHoe o6ecre.resue: 20 000 py6
Caftr u peKnaMa: 140 000 py6 n rog
3apnram repcoHana: 360 000 py6 e ro4
Ilroro
opr4eHrrrpoBoqHo: 750 000 py6 n ro4
llycrr cpeAHtt
crorrMocrb rIoe3AKI{ paBqa 300 py6. BoAarern nJrarraT Ar4cnerrrepcxoft sa saxag l5
fipoueHroB, To ecrb 45 py6.
www.pissft.ru
2010 O l-yngopos CeprerZ
k
11
Bau iuau:eL{Ku... unu 6ueuec?
3rofo, qro6rr .4prcnerqepcKa;I oKylalacb, H)DKHo BbIIroJrHI4rr, 750000 I 45: 16666 3aKzI3oB
B roA r{JrH 46 gaxasoe B AeHb. 9ro6sr sapa6aruyars 50 000 py6nefi B Mectq, H)DKHo BbInoJIHflrb )DKe
82 zaxazaB AeHr,. B upuHqune, 3To BnoJIHe peanbuoe ql4crlo 3axa3oB B AeHb .{rtg He6omuofi
,qr.rclerrrepcr<ofi. Ho BeA6 sToro HyxHo Aocruqb B ycJIoBI'I-flx xecrxofi KoHKypeHIIuu rar.rrx xe MHHI46usnecon, pa6oraroqux B ToqHo raKr4x xe ycnoBl4qx! A gro oqeHb I4 oqeHb He npocro.
?lcxory
rur3
Koueuuo, MoxHo rrblTarbc{ KaK-To (I{rparbcf,)) rapllSarrau ra cocraBJItrouIHMI4 3arpar, Ho Bce oHI{
TecHo B3ar4MocBt3agrr. Ecnr.r yBenurrlirb npoIIeHT orqLIcJIeHI{.[ Bo.qr.ITenq 3a 3aKa3, To BoAI4TenI4
6uurpo pa:6eryrcr K KoHK)peHTaM; ecrru yMeHbllrarb 3arparbl Ha peKJIaMy ulru WenvquBarb
rapussr, ro ue 6yAer KJTHeHToB z r.n. Hyxuo [ocrosHHo 6alancrapoBarl Me]cAy B3auMHo
IIpoTl4BopeqI4BbIMlI cocTaBntroxII4MH.
B sroft KHI4re
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rroAenlocb ceKperaMld o roM, KaK rloBblcl4rr npu6unrHocrb naruefi 4ucneruepcxofi
TaKcH. KaK Mo)rffio He roJrbKo B6rxr4Tb, Ho LI
[on]
{arb HopMilrrsurrfi 4oxo4 or STofo 6usueca.
Eu4e odun oueHb ea)rcHutil MoMeHm npu cosdauuu 1usueca c Hyrn - omo napmHepcmlo.
Buaqane Katcemcn oqeHb 3aMaHLrugbtM Haqamb coEdaeama KoMnaHun c oduuu uttu
datrce HecKotrbKut tu dpysuntru. IrI deilcmeumerbHo, cHaqana ece sdopoeo: Hq sHmysuo3Me
deno rcunum, ece dpyxuo pa6omarom - npeodonenalom mpyduocmu pocma, Qup-nta
pa36u6aemcn. Ho zde-mo npuMepHo uepes eod odnsamentHo HauuHalomca mpydruocmu c
napmHepaMu... Bce ntodu pasuarc, pa1omanm no pasHoJvty, dyuanm no pasHoMy, y
rcatrcdozo c6ou (mapaKaHbl 6 zoro6e)). B rcout4e KoHt4o6, emo npueodum K paspbrry: 6bt
nutuumecb 1nwrcozo dpyza, a Go3MoJtcHo, u 6usueca.
I
Ccsrnrz:
1.
Cronrxo crorrr orKpbrrb
rar<cra?
http://news.taxopark.com/content/view/17i
12i
2. Erqe oAHo MHeHI4e o crotrMocrr4 co3AaHHr Al4cnerqepcxofi TaKcI4. Ha nolpocu
KoppecnoHAeHToB TeJreKaHaJra "PRO nEHbfI4", orBeqaror renepanbHbrfi gzpexrop
<Taxcu-Kou$opr> Oner CxroprloB r{ reHepalsnstft AlrpeKrop "TAKCI4|I4P" Tarup
Eenruluzpon (nugeopoman http://news.taxopark.comicontent/view/175112l).
www.qipoft.ru
2010 O l-yngopoa Ceprefi
Bau urau:eqKm... finh 6hsHec?
12
1.3. l-naeHbril ceKper yBennqeHufl npu6btnl4
Anex4or
B TeMy:
-.fl
cnarutan,
y me6n noeani 6usuec?
- 'na.
- A qmo denaeLLta?
-,{enazu npodan.
- 3mo rcarc?
- Ilpocmo: no py6nn noKynan, no 98 rconeerc npodan.
- A npu6wnu!? !?
- Ilpu6utna noKa He cqumail, uo o6opom!!!
OAna Hs nepBrrx eeu1efi, Koropbre Bbr AoJIXHrT qerKo roH-srb, - 3To orKyAa npr4xon{T AeHsru
earrtefi KoMnanr{u raKcr{.
.ftx uHorux
B
BnaAenblles 6usueca raKcr{ }r MeHe.DKepoB, AoxoA B Hx KoMrraHuvranau {BJr{ercr lreM
TO Bpo.qe (C{epHOrO {IIII4Ka)): qTO TO B HerO BXOAI4T, qTO TO BbIXOAIIT, HO HHKTO TOqHO He 3HaeT, qTO
BHyrpr4 rr KaK oHo pa6oraer. Hrarro He 3Haer, r{To KpI4TI,IqHo u
BnIrJIer Ha AoxoA, a
qro KocBeHHo, rITo ,qeficTsurerbHo
irro Her, lrro HenocpeAcrBeHHo
BiDKHo H iITo He raK Bax(Ho.
B clyx6e raKcr4 KJTHeHTrI Aerraror 3aKa3br, oneparop[,I orBeqaror Ha 3BoHKr{ KJr}reHToB, Auclerqepa
pa6oraror c BoAr{TeJrtMrr, BoAr{TeJIH BF,rrroJIHf,Ior 3aKa3bl IrlMerorcq 3arparr,r na oQNc, Ha
npuo6pereuue asroMo6arefi, lapunary corpyAHHKaM Ir Apyrr4e pacxoAbr. Ho, xor4a fl crrparulrBaro o
uIaBHoM KpI4TepI,rr4, xoroprrfi HaHocHT uprnaofi yAap rto AoxoAy rzrx KoMrraHurr raKcur, To r]oqrl4
BCerAa He rlon) rarc qeTKoro oTBeTa.
lrro MbI He MOXeM .qenarl 6Olrrue Aener, ecnrr He 3HaeM, oTKyAa oHrl
HyNuq Irpoauanrz3r.rpoBam 6u3sec r4 yBlrAerb, orKyAa B HeM 6epyrcr Aegbrr4.
floerouy, 3Aecr, r co6uparocr rroKa3arE, BaM, t-Ae Haxo,q{Tcq AeHF,rr4 B BarIreM 6usTrece raKca.
3aren,t Mbr paccraBnM rlpr4opr4Terbr rr BbI [onyqure rlonHyrc Kaprrruy roro, HaA rreM H1aKHo pa6orarr
qr66u MaKcvtMr43upoBarr earuy rpu6rrlr.
a B TOM,
t{ro6rr
rroH.f,Tb, orKyAa 6epy"rca AeHbrI4, ;iasafitenocMorpl4M.qoxoA, xoropr,rfr Bhr
non} raere or
lIoA AoxoAoM fl noHrrMaro vucrylo upn6rrls (ro ecm AeHr,rrr,
Koropbre aA),r HenocpeAcrBeHHo B BaIIr xapuau), a ne o6rqrafi o6teu flpoAax.
KoMrraHrru raKcrr 3a oAr4H Aess.
Kar<
urr MoxeM
BbIqHcJIr{Tb Barrr AoxoA 3a AeHb:
Ilpnduns:06opor
r4e Mapxa
noe3AKa
3a AeHb
* Mapxa
- sro pa3Hocrb MexAy crolrMocrbro
crolrr Arfl Bac,
w\g)ry.pisoft.ru
noe3AKr.{ AJrr KJrrzeura
AeJreI{Ha{ Ha crol{Mocn, rIoe3AKH.
u cyruuofi,
Mapxa u3Mep.sercr
B Koropyro 3ra
B nporleHTax.
2010 O l-yHgopoa Ceprefi
13
Bau u:au:eqKil... hnn 6usHec?
grofr troesAxla
Ilpe4nonoxr.rM, cror4Mocrb MecrHofi noesgxz paBHa 200 py6. BaNa srrnorHeHtre
o6xoAzrc-s e 120 py6nefi. 3rn 120 py6rcir.BKJrloqalor Bce BaIITH 3arparbl: 3aprlnara corpyAHI'IKaM,
3arparr,r ua o$uc, HzuIorH, o6cryxusaHlle asror4o6unefi u r'n'
qro o3uallaer, u:ro 40
f-[rr eroro rpr4Mepa Mapxa 6y4er cocraBrl{rb: ((200-120) 1200)*100%: 40%o,
r{EPE3BbIr{AfrHO saxuo, roroMy
rpoueHroB o6opora cocraBJrrer qucraq upn6srlr. 3Jo qracro
qTo oHo noKa3blBaeT HaM, KaKa{ qacTb AeHer HAeT B Baru KapMaH, a 3TO I4M9HHO TO, rITO peanbHo
r.rHTepecHo.
tlro
Ecnra o6opor 3a AeHb cocraBJrrer 50 000 py6nefi u r,arra Map)Ka 40o/o, ro 3To o3Haqaer,
BbI cAerlaere 20 000 py6.
3a AeHb
rto
Ovenuguo, qro ecrpl Mapxa 6nusxa K Hynro (unu orpuqarenrua), To HHKaKI4e Halnv ycLrIrufl'
ua
yBenr4areHr{ro o6opora He Aa.4}T HraKaKoro sQ$exra. floeroNry oqenr sarHo Aep)Karb rapurfu
Barrru ycnyfr4 Ha AocTarorrHo BbrcoKoM ypoBHe fi gx BBfl3bIBarLct n <qenoeble BoilHLI) c
KoHKypeHTalrra.
flpu
BbrcoKoM ypoBHe KoHKypeHIIuI4 Bce paBHo
{""4yt""
HaquHaIonII4e' Koropble
6ya:rr rrblTarbcr flpr.rBnerrb KJrrreHToB AeMIII4HIoBr,IMI4 IIeHaMu. Ouu, KoHeqHo, Aonro
;--:-'
-'n
ilpo.qepxarc.rl H (BbtJ1erqr) t3 6uzueca, Ho BeAr, BaM c HTM7 ue no nl"ru!
He
Tenepr pasfieperr,rcx, Lrro raKoe O6opor 3a AeHL pI I43 qero oH cKJraAblBaerc{. O'reHr' yfipouleHHblu
11OA1OA TOBOpIIT, vrO O6opOr 3a AeHb erO o6qa.s BLIpyIKa oT BceX eoAI'ITeIefi:
o6opor
3a AeHr, =
rl11clo
BoAr,rTeJreft
* Cpegurr
Bblpyq11a oT BoAuTeJIfl
ro
To ecTb, ecJrpr 3a 4eur pa6oralra 10 soAurerrefi, Koropble B cpe,{HeM IIpHBe3nI'I no 2 000 py6:refi,
o6opor 3a AeHb cocraBur: 10 * Z 000 - 20 000 py6'
B o6qerr,r cny{ae 3TO HeMHOro cJloxHee lr3-3a rOlO, qro Mo)KHo Ironyrl',rTb ,4eHbrrr cefoAHf, npoAaBafl
q,oe3AKLI, Koropble 6yAyr 3aBTpa. Brr xorure fipo,qaBaTb noAaporlHble cepruonxaTbl Ha noe3'qKH'
Br'Ipy{Ka oT
rraxeTbl IIoe3AoK, 6Ialetsr Ha IIecKoJIbKo noe3AoK, 14 T.II. Iloerouy BMQcTo <Cpegnrx
(rIoe3AKa))
BoAr4TenD) rr,rsr 6y.4eu r4crroJrb3oBarr, TepMI4H <O6telt npoAax)), BMecro cJIoBa
(cpe.{H-{{ cToI{MOCTb TpaH3aKIIIIU)'
KpaH3aKqI4.{)), }I BMeCTO ((CTOI4MOCTb IIOe3IKI4) tr4s
qero cocrortr o6teu npoAax?
*
O6reu rrpo1ax: rluclo rpaH3aKrII'Ifi Sum
rAe Sum - Cpe.4lrxx crol'IMocrb rpaH3aKuI4I4.
flpegnoloxl4M, lITo y nac cefiuac ecTb TolIbKo noe3AKLI' HeT IIoAaporIHbIx cepTl4$ur<aroe, uer
gBJlurorcq noe3AKaMz. floaron'ly eclu
flaKeroB, Her Hr4qero. B grou cJryrae, Bce rpaH3aKrll{n
noes'{ru 6una
B9AHT9JII{ cAenaJII4 cefoAH.t 100 noe:.qox (vuclo rpan:arqufi) u cpelunx cTollMocrr'
wwwpisoft.ru
2010 O [-yHpoPoa CePrefi
Bau u:aureqKr... unw 6usuec?
150
py6refi (cpe4uxr cror4Mocrb
O6tervr
Telepr
npoAax:
100
14
rpaH3aKrlr4r.r),
ror4a:
* 150: 15 000 py6.
aaeaftre paccMorpl4M qucro rpansaxquft. Ero
Toro, qro
KJrr{eHT Moxrer
rlncro rpaH3aKrll{ft
rle N - 9rzclo
[oe3AoK
:
uoxno cB{3arb c rrurcJroM
KJrr{eHToB, c
) reroM
Aenarb 6onee o4Hofi noe3AK}t:
KonnqecrBo xluenron * N
KJrr4eHTa 3a neprroA
Tenepr y Hac rronyraercs:
Odrervr
.
[poAarr(: KonuqecrBo KJrrreHron * N * Sum
lauaitre renepb nocMorpllM Ha qllcro KJIIIeHToB. Knueurrr y Hac no{Bnr}orc-fi B pe3ynbrare
rul6o pexraMHblx arqufi. flpuueu AaneKo ne r<ax.6rfi qeJroBeK, yeu4enuruft Barrry peKnaMy
AeficrsureJlbHo Bocnonb3yerc.s saurefi crr1x6ofi
u,
T ar<uvt o 6p aso
Ko Jrr4rrecrB
KaKrrx-
TaKcrz 14 craHer BarrrHM KJTHeHTOM.
o KJrI{eHTo B MoxrHo rrpeAcraBr{Tb
:
Korm.recrno KJrrrenTon = K * Cv
rAe
K
-
KoJluqecrBo noreHr{t4zulbHbrx KJraeHToB (yrageeurzx Barly percnarvry),
Cv - xosSfrt4IIVeHT KoHBepcI4LI, xotoprrfi )AI4TLIBaer, cKonr,Ko noreHrIr4aJIrHr,IX
lpeBpaTrrnr4cb B peaJrbHr,rx.
tr1lroro, oKoHrrarerrnax $opruyn a npu6rl.rtu
cryx6rr
raKcr4 rron) raerc.tr
KJTHeHToB
:
Ilpnbsrnb = Map)Ka * K * Cv * N * Sum
Tenepr MbI I4MeeM nrrb cocrasJlrrorq[x, Koropbre BJIHrror Ha BaIrIy npz6rurr. fianailre [eperrr4cnuM
AX B IOII4qECKOM IIOO'"IIKC.
Ilepeoe
- Mapxa.
Bropoe (K)
-
uucno mogefi, Koropbre orBervwr Ha Baruy per{JraMy u rro3BoHanr4
B Barxy
clyx6y
TAKCI{.
Tperre (Cv) - xos$SuqueHT
KoHBepcI{}I [oreHIII4iLIrbHLrx KJrr{eHToB s AefictellreJrr,Hbrx KJrr4eHToB
Balllefo cepBl4ca.
www.pisoft.ru
2010 O l-yHgopoe Cepreil
15
Bau uaulelf Kr4... nnw 6usnec?
gerneproe (N)
-
cpeanee
Lrr4cJro
noe3AoK KJrr.reHra 3a rIepI4oA.
3ro r<oeS$kllneur, xoropsrfi
orpaxaer, KaK qacro KJIHeHTbI I{Crr0nb3ylor BaIIr cepBI'IC.
IrI
lsroe (Sum) -
BeJrr4qrrHa
oAsofi TpaH3aIflIL{I4 (xar
ttroro
AeHer KJII,IeHT ocraBJlrer y Baa,
xaxAltft
pa3, KOf.{a ilOnb3yeTc.fi BaIxI/tM CepeUCOU)'
To ecrr, Mbr r,rMeer 5 Saxropon, Koropbre HelocpeAcrBeHHo Brpl-flror Ha Baluy npu6slns: Mapxta,
rrgcro rroreHrlr4aJrbHbrx KJrr4eHron, rosS$I4IILIeHT KoHBepcl{rr, roeQQuqueuT Bo3Bpara KJIrreHToB, }r
BeJrr4qv Ha
rpaH3aKrII{I4.
Teuepr Mbr Br{AHM, arro npoqecc rroBbrrrreHl,{r [poAax [peAcraBnser co6oft ne 6olee 'rev pa6ory uaA
noBrrrueHr{eM Ka}cAoro t{3 3THX xOe$$rzuueuron lpu6ulz.
KoneuHo, pa6oram Hy)KHo HaA KaxAbrM r{3 Ht4x, Ho BbI AoJIxGbI rloH}rMarb, aITo yBenl4rleHrre qI4cJIa
K (ronuuecrBa noreHrlt4urrrlubrx rnnenton), Koropoe AeJlaercs B ocHoBHoM 3a cller peKJIaMbI, - 3To
cauufi sarpalrslfi nyrr. IrlsnecrHo, qro rlo crarvcrlrKe, rlpoAarb.rro-ra6o HMeIonIeMyc-g KnueHTy
cror{T u7 pas AerrreBJre, qeM npnBneqb HoBot-o. A noerrute}rue, Hanp}IMep, xoeQ$uqrreHTa KoHBepc[I4
(Cv) c 3Yo lo
4o/o npune1er B r4rore K yBenr4r{eHaro
upu6rrnu 6olee
qena
na
30o%.
Kax srr AlMaeTe: Bo3MoxHo nv WenwrvTb n eanIeII KOMTIaHHH KaxAbrI4 I{3 3T,IX rItrI'I KoMIIoHeHToB,
cK6DKeM, Ha l5 npoqeuroe? To ecrr, Bo3MoxHo rl,t rITo ua l5%o 6onrrue ruoAeft 6yap ucrroJlb3oBarb
Barx cepBr4c, na I 5 [porIeHToB n] {rue xosSSurlueHr KoHBepcr4vI, Ha 15oZ errure BosBpar KJITIeHToB'
sa l5o/o 6onurre cpeguufi o6teu rpaH3aKIII{}I u sa l5Yo
naapNa?
u geitcruurerlbHo 3To cAenaere, To 3To 6yaer o3Haqarb yABoeHI{e AoxoAa
florouy qro, ecJrlr MbI ItepeMHoxI4M Bce 3TI{ Sarcroprr c )BenLIqeHHeM Ha |5o/o, to
Ecma err cKaxr{Te <<Aa>,
sanefi xolrnanprrE!
rroJry{HM:
:
Crapasnpu6rrnr
Honas
Hoea,s
upa6rur
:
npu6r,llr
Llrax, qro 6sr
B
Mapxta * K * Cv * N * Sum
1,1S*MapNa
* 1,15*K * 1,15*Cv + 1,15*N * 1,15*Sum:
(1,15*1,15*1,15*1,15*1,15x) * MapNa * K * Cv * N * Sum:
2,0113571875 . MapNa * K x Cv * N * Sum
:
2,011357 1875
aIIr a Ko MrI
.
Crapaxnpu6ulr
aHI4t rIpI4Ho crana
6oluue
.4eH
ef
:
l. flpunlerafire 6onrure HoBbIX KJIIzeHToB (K - pexlaua)
2. flosrtu1afire :tp$exrurgocTL peKJIaMbI (Cv - xos$fiaquenr nousepczra)
3. flpoganafire 6olsrue KaxAoMy KnLIeHTy (SUm - cpe4Hss crollMocrb ycnyru)
4. ,{enafire cBorrx KJTLI9HTSB [ocroqHHr,Irrau (N - Korl{qecrro loe:4ox)
5. I4cnomsyfire 6onee BbrroAHbre ycnyrl4, pr 6olrrue cnoco6on c3KoHoMtrrb (Nlapxa)
3Aecr MHe rrpr.rAercr Bac HeMHoro oropqurb, orKpbIB o.{I{H BaxHbIfi
www.pisoft.ru
<<saKoH
rIpHpoAbID:
2010 O l-yHgopoe CePrett
Bau uaueqKil... nnvi 6vslaec?
16
IIer nu oAlroro nonnredsoro
cuoco6a, BueApeHrre Koroporo npln*elo O"t paeorrr.
yBeJrutreHrrro npu6srnr.r Ha cornrr rrpo,rIeHToB. O,lsaro ecrb corHrr MeroAoB, BIreIpeHr{e
KoTOpt rx [prrBeAeT K
ynerl,Iqeullro naruefi npuOunn Ha HecxoJrr,Ko rrporIeHTOB.
Buegprzn 6onrruoe KoJII{qecrBo raKux MeroAoB, nrr go6rerecb )KenaeMoro yBerr4qerrus.n)u6trltu.
--l
XoponaxHoBocTb3aKIIoqaeTceTexHoJIoMIayBenI,IIIeHH,fIKJIIo!I€BbIX1/
xoe0$uqueHToB, BbI go6serecr Kwyn.tlrl4Bnoro eS$erra - KaxAbrfi
Saxrop B or.{errbHocru 6yrer
rlpl4Hoct4Tb ne6onruroe yBerlrrreHlle npoAax, oAHaKo BHeApeHHbre Bce BMecre, oHlr npvHecyr uu*
HecKonbKo
li
/f
"
pa: 6olrurufi pesynrrar!
B crreAyrorqux rJIaBax .q paccKaxy BaM MHoxecrBo MeroAoB yBerr4qeHur KaxAoro u3
xoe$Snqraeuron <Sopuyln npu6srlu>.
C qero naqarr?
W
He ncer4a yBenl{qeHlle Aaxe oAuoro xoe$$uquenTa oKa3brBaerc{ rrpocroft eaAasefi. B
KaxAoM KoHKperHoM 6z:nece 6olee (AeIUeBLIM)) Moxrer oKa3ar6cr cnofi xosSQarIHeHT.
Ognaro e 6orluzHcrBe cn) {aes caxdrrft nerrrafi cnoco6 noJr)4rl4Tb ,qonotrHr4Tenrgyro
lpn6rtnr - sro pa6ora c ruapNofi,
To ecrb yBenr4rreHrde qeHrr
14
3KoHoMrr[ pecypcon,
.{ru
3TOIO eCTb CrIeqEaJIbHbIe MeTOIbI, O KOTOpbIX M6r rrotoBopHM B CneAyrculr4x fnaBax
.fl cvuraro, '{ro e 6nsHece raxcrr calmrfi npocrofi u leuredufi croco6 troBbrrxeHu-s npoAair sro pa6ora c uMerorul{Mllcf KJIHeHTaMI{, IroBrrrrreHrre r{HcJIa rroe3AoK KirHeHTa. flogyuafire,
KaKHM o6paaona Bbr Molxere (fipr4B-f,3arb>>
cHoBa u cnoea?
fiJlary. O.qus
r
ce6e KJrr{eHToB, .{ro6rr oHH npr{xoAprJllr K BaM
B n4eale xeJlareJrbHo nocaAHTL
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n)^{[II4x cnoco6os
-
KJrlreHTa Ha peryn.{pnyro a6onenrcKyK)
3aKnrorIeHIIe AoroBopor ua o6clyNrrBaHrre c
opraHll3arlr4rMlr, TO eCT6 lrpr,{BneqeHr,Ie KopnopaT}IBHbrX
KJrr4eHTOB.
Ha rperreu Mecre r.rAer yBenr4r{eHkre ros00uqneHTa KoHBep cuvt - s(fserrunuocru
peKJIaMbI. CyUecrnyer Macca cnoco6os cAenarl pernaMy ropa3Ao 6olee o$$exrnnHofi, u
Mbr rrx
www.pisofi.ru
paccMorplrM B orAenbHofi ruaee.
2010 O l-yugopoe Cepreri
17
BaU ulauleL{Krl... Unw 6ue+eC?
floayl,rafite: KpoMe pgKJraMoHockrrelreit, KTo tBJlterc.s (flpoAaBIIoMD B BarueM
rrpeAfipr4rrl{r.r roproBJru? Kone'{Ho 3To re, KTo HenocpeAcrBeHHo o6rqaercs c KJrueHTaMr'I:
Ar4cnerqepa rr BoAr.rreJlr{. Or nr.rx 3aBv.crrr oqeHb ptrroro! CoorsercrsenHo, rlx HyxHo
cnequanbHo o6yrarr [poAaxaM, TpeHl,{poBarb H Aaxe ((Apeccl4poBarr>>. A
TaKxe rrrlareJrbHo or6zparr u <<$znrrpoBarb). Ho o6 3ToM MbI [oroBopllM Airnbllre...
r{erneprufi xoe$rfuqueHT,
HaA KoropblM
crorlr 3alyMarbct
-
3To cpeAH-x-fl crol,IMocrb
noe3AKr{. Ouenugnrre cnoco6r,r ee rIoBbIIIreHuq: [pl4MeHeuue 6onee Aoporl4x KJIaccoB
asrol.ro6r4reft sa cqer ilpuBnerleHu.f, 6oree o6ecneqeuHslx u rpe6oBareJlr,HT,Ix
(6usHec 14 npeMllyM ceruenru); yBeruqeHue crollMocrll 3a cqer oKa3aHus
KJII4eHToB
clellIlarrlr3upoBanHbrx ycnyr (nnurenanrEe); ruuporcoe rtpI{MeHeHHe AonoJrI{kITeJIbHbIX
ycnyf.
ffi
is$tl
tr{ na uoc:reAHee Mecro rro cJroxHocrl4 Ir crol4Mocrl4 f, rrocraBl{Jl yBelur{eHl4e qvc:la
rIoreHrIr.riIJrbHEIx KJIr4eHros. O6rrqHo Anq 3Tofo npuMeH.sror pa3nvrrHble peKJIaMHbIe
KoMrraHI{Id,
H
ep
eAKo cb eAaroql4e orpo MHbI e 6roAx
eru.
Tarulr o6pasou, no Kpr4Tepr{rc (AoporoBr{3rrl'I)) yBenurleHl4.fl, xoeQQaqzeHTbl pacloJlzlrarorc{
cJreAyronrr4M
o
6pasou
:
1. MapNa
2. Wuro rpaH:axqnfi (noe:4ox xlueHra)
3. Koe$$nqueHr KonBepcupl
4. Cpegnxn crorrMocrr, TpaH3aKIItrI4
5. r{ncro rIoreHIII4aJIbHbIx KJII'IeHToB
llo:rouy, [pexAe
rIeM BKna,{brBarb K) ry AeHef B coMHI,ITeJIbHyro peKJIaMy, [oAyMafire:
6urr,, 6yger ropa3Ao Br,IroAHee uopa6orat
Epru sar1 6lrsHec HaxoAr,rrcr
HaA Apy'I4Mll
Ha Haq&[r,HoM orarle
vlrv
uoxer
xooS$uquenrawu?
eaIfi4 BbI HcrlblTr,Inaere QIaHaHcoBbIe
TpyAHocrr,r, B rrepByro oqepeAb BaM HyxHo pa6oraru c repBbIMH xosQ$uqzeHraMl{. tr4 ttuusr 3areM,
sapa6oras KaKr{e-ro AeHbrH, rdcrroJrb3oBa'rr ux Anfl. yBenuqeHrrt 6olee (Aoporr{D xoeSSnqueume.
www.pisoft.ru
2010 O l-yHgopoa Ceprefi
Bau ulauleLtKl4... unu 6usHec?
18
1,4. YeenuqeHue Mapxh
AHex4or
B reMy:
- ffouev y eac 6apaurcu?
- IIo l0 KoneeK utmyKa.
-
-
A e 6ynouuoil uanpomur oHu
Bceao no Z rconeerc!
Tarc udeme myda u matv ux norcynadme!
- V uux cetiqac uem
6aparuorc.
- Kozda y tteHn uem 6apauoK, -fl ux npodato sa 5 rconeerc u,tmyrca!
.{o6anrre ycJryrrr c Br,rconofi trapxoft
toT, rITO B )T{HBepMarax BcerAa aMeeTcfl
ropronoft naqenxofi,
t4 3TH
t+/
naa*orr"*o tb"upo" c oqeHb nu:rcofi
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x <<3annexanoqKrlD, Koroplle
lporarorc{ AerrreBo, rrHorAa pI BoBce no ce6ecrovMocrrr, .{ro6H
lpl4Bneqb lloK)maren.fl) Aarb eMy noBoA nrr6parr, rrMeHHo Bac) a He KoHKypeura. 3ru qeuu
peKnaMHpyroTc_rr MaKclrManbHo rrrprpoKo
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;
tBJltrorc{ ocnosoii accoprr.rMeHra. Oro roBap6r,
3a KoropbrMg B
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x <<Haeapucrble)), To ecrb roBapbr,
Ha Koroprre HaKp) reHa MaKcHMaJrbHiuI HarIeHKa
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2,3, 4 pa:a 6onrur e tpu6wtu,
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Knacc> a raKx{e na6op AononHI{TeJILHbIX ycnyr runa o6clpr:aBa:n:zfl crage6, <<rpesetrfi BoArrreJrb)).
(KypbepcKr4e ycnyrr4) rr T.rr.
Ocropoxno
- cKHAKT{!
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rlorepflTb npuOrtnr... KoHeqHo, 3To cKI4AKt4. Heonsrurre 6usuecl,{eHbl qacro craparorc.r{ [p[Bnerrr,
KJIveHToB cKt4AKaMH.
Ho sro oluu6ra, cMeprenr,Ho onacHrur AJII Barxero 6usHeca!
Ecnu y sac He6omuall Maplxa (vro ue pe,4Kocrb
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1ax<e
cAenar6 ee orplfiIarelruofi! flpz orou cKI{AKa B HecKoJrbxo rrporleHron o6rrqno H14KaK He
cTl4Mynr4pyeT rro K)inaTenfl
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.
2010 O l-yHgopoa Cepreri
Bau ulaueltKt4... unv 6vsuec?
19
k'L,t
C apyrofi cropoHbl, KnI4eHTbI r{acro
npoctr
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cKr4AKI4.
fiau
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Anlr nplrBne.c'enrrfl. KJII4eHToB HMeHHo K BaM. Kar< xe Aenarb CKI{AKH, .rro6rr oHr4 He cJrHruKoM cr.rJrbHo
6unn no BanreMy raprvrany? Bor necxonbKo rrpr4eMoB.
1. 3a-iloxrre cKI{AKy B IIeHy roBapa. Onpe4elure MaKcr{MaJrbHo .r{onycrr4uufi pa:uep cKr4,qKu,
Koropylo Moxer IrpeAocraBuTb rlpoAaBery, u y6egurecb, rrro rrpoAaBerl o6 sro\a 3Haer. Huxor4a ne
npe4larafire
cKr4.qKy
no co6creennofi unuqua:rrrBekrrrpu noKylKe roJrbKo oAHofo roBapa.
2. Ilpegnarafire cru4xy roJIbKo npu ((orlroBofi>> uoxlmxe trnv ilpu <co6rznefinofi>> (nxrofi u:ru
Aecxrofi) rloxlmKe. llporpauunoe o6ecneqeHrre Al4crleruepcrofi
npeArlararl TaKrre <Go6unefrgue))
TaKcr4 AoJrxHo aBToMarr4rrecKr.{
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3. I4cnorssyfire 4ucxoHrHble KaprorIKI4. Hanpuuep, ecnu KJrr4eHr ua6pan 10 noesAox, gaiire euy
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o6ecne.reHueM Aacnerqepcxofi TaKcI4.
llpuueu
KaprorrKr4 Mofyr Aaxe
cyflIecrByloilIr{Mr,r roJrbKo e saurefi 6ase gauHux
6urr, (GI4pryanbHbIMH))
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KJrr4eHToB
4. Jlyrne AaBars He cKrrAKy, a noAapoK. floveuy? Bo-uepeux, Jro r""rurrAaprHo (6ecnrarua,
+
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/
Kctaua, Ha rloAapoK Toxe Mox{Ho HaHecrr.r Barxy peKJraMy.
Ilpuaep
u3 npaKmuKu... Pecmopau dapum nocmonHHoMy nocemumenro 6ymutnrcy
6uHa, Komopyto K,nueHm MoJ{em 3aKa3amb 6 gmoM pecmopoHe sa 1000 py1neil.
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He
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MOXTHO rrCrrOJrr,3OBaT}, Anfl CTHMynsrIr4lr KJIHeHTOB B ((MeprBbre !racbr)) r4nr4 ((MeprBsre
\i \p.
\v
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cr4creMy rapu$o n npr{ Bbrqnc rreHw cro rrMo crr{ rro e3AKr{.
Cauoe rJIaBHoe, e rlo6oN{ cn} {ae rroMHHTe:
cKt4AKI4
cnyxar
AJI.TI
Toro, .{ro6rr nrr tapa6ora.nu
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Mseulre EsreHra.f, 9uueaprnua o cKI{AKax Bbr Moxere [ocMorperb 3Aecb:
http ://digest.subscribe. ru/business/marketine/n I 5 5 842845.html
JloxHrre cKI{nKrr
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sog
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6olsure.
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flolpo6yfire
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orrrr4MuurbHufi pesynsrar An,tt eaureft cLrrya\uu.
-
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Hepegro Mofyr cpa6orarr 4axe a6cyp.qH6le, Ha nepestfr BsrJItA, BeIrrI4. Ecnra crouuoctr earuefr
ycrryrr4, cKaxeM, 200 py6teir, nonpo6yftre cAeJrarb raxofi Bapr4aHr B KaqecrBe (cflerlzaJlbHoro
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- qena geicrerrreJrbHo HoBar. A ecnu KTo-To r{3
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AO 2OO PY6rrCfi!>
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rononnofi 60.I'u, a npoAaBerl npeAnoxHn eMy cT,e3.4r{Tb orroxHyrr na prr6anxy,
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.4}KIi[ .{n.r{ ee [epeBo3Kr4.
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2010 O l-yHgopoa Ceprerl
Bau r"uaueqqn... nnv 6HsHec?
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E-rcnacca 6 a,mocenone. Irpu omoM ou 6un cunbHo
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*.
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135 y.e.
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2010 O l-yugopoe CeprerZ
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Bau ulaueqKt... nnv 6nsHec?
24
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Aax{e He rroAo3peBajr o HHX.
llpuuep KaK HyxHo Aenarb rroAapKr4 [ocro_f,HHF,rM KJrrreHTaM:
httu//www. marketingscout.ru/2009/ I I /blog-post_1 T.htrnl
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2010 O f-yHgopoe Cepreri
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2010 @ l-yHgopoe Ceprerl
Bau iuauleL{Kl4.., wnu 6wsnec?
29
fioxr.rgnenHafl crorlMocrl KJrI{eHTa
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oH rrpr.rHecer saw 24000 py6lefi B roA rrnu 48000 3a IBa roAa.
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npI,IBneKareJIbHoe rlpeAnoxenr{e or Baluefi rorr,ruanar .14 rux 6onrurnncrBa Barrrux KoHKypeHToB 3To
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2010 O l-yH.qopoa Ceprefi
Bau iuauleqKu... unt 6vtauec?
30
Oreer Ha Borrpoc o xaKere craHoBr{Tc{ coBeprlreHHo oqeBHAHbIM: ecJIH oHa raK MHoro crol{T AJr.x
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nu 6ygere yBepeHbr, qro oHa ocraHercr e saurefi KoMraHr{u, a ne nepefi4er K KoHxyplrpyrorqefr
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(no)rcusHeHHyrc cmouMocmb KnueHma>, npaeda, monhKo ecnLl KnueHm ue <uoeui>.
IIpu nouou.lu "@unbmpor" B oKHe "KrueHmbt" MoJtcHo omfunumpoaamb, Hanpuuep,
6cex KnueHmos, Komopbre nompamunu y sac 6onoute rcarcod-nu6o sadsuuoil cywwbt.
Hanpuuep, dnn $unumpa "Cyuua seKasos 6onawe 10 000 py6" uyucuo Hanucamb
maKoe sbtpa)rceHue Qunampa: cli:SumZakaz >: 10000.
@unamp HeMHozo nocnoJ{Hee: "Cyuua 3aKasol om 3 000 do l0 000 py6" dontrceu
6atmu maKut4: cli:SumZakaz >: 3000 and cli:SumZakaz < 10000.
TaK.til Ebl3HBafifi?
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2010 O l-yH4opoe Cepreta
Bau uauleqKil... nnn 6usuec?
31
Ilponogure orrpocbr rr rroBr,rrrraftre raqecrBo cepBrrca
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AocraBJlter ney4o6crna .qJIr KJII4eHTa. Hanprzuep, cpa3y rrocJre rroe3AKt4 rrJru trocJre o6paqeuur no
xaxovty*uu6yAb Bo[pocy. O6xsarelruo cgerafire @opuy or3r,rBa Ha BarxeM re6-cafire, npoBoAr.rre
o[pocbr Ha HHTepecyrorrlHe Bac TeMr,r.
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- [opeKoMeH.{yer JII4 oH naruy $upuy cBoI.rM .4py36-flM rr 3HaKoMbrM (ne o6asarenruo).
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ucrrpaBvTe clrTyaqurc, To y Bac ocTaHeTc.fl rrraHc BepHyrb ero.
Ecnra r:rr,renr cqr'ITaer,
Hedaeuo n npuo6pen aemoao6unb s caJtoHe Mglpr: Cpasy J{e nocne 3aeepueHun
noKynKu MeHn (npouHmeprrcupo*ana, cLr.n4namuqHaa desyurca, Komopan c Moux clto6
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BaJrcHbr dta ueuedcrcepa, Komopaui pa6oman co ntuoil. (Rcmamu, Kauecmlo pa6omat
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2010 O l-yngopoe Cepreta
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2 dercadu dercaSpn), qmo1ar nndu datrce pedrco norb3ytou4uect maKcu eat1upanu Hac, nomoJvry,
umo HoMep scezda neped zrosatvu u Ha cnyxy.
2. O|seouun HyJtHbtx MHe peKraMu4uKos, c nonoruHoit dozoeopuncfl Ha 63auilo3aqem (ouu uac
peKraqupytom - Mbr ux eoswn). Roeda KoHltumcn lsauMosqqem, Hovep y compyduurco* B nauflmu
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4. Haneuaman 20 000 6usumoK, pacnpocmpnHeHue no lce.tut cmeudaa e zopode
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7. B canwx 6onau,rux MazasuHax dan paduopeKnaMy (mom trce dtrcuuzn, uo adanmupoeauruttil).
8. Cmamuu B za3emax 3aKasHbte u m.d.
Ileped 6ceM omuM cweHun 6peud He "maKcu OKeil". Bcn percnaua Bcmana oKono 120 000 py6neu,
Ho cpa3y npuuutocb 3anttamumb motrbKo 40 000, do Qeepann ett4e 20 000, a ocmanbHoe 63AUMO3Aqem.
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Ilponemwil cnozaH:
Eqe npuuep peKJIaMIrofr rounannu: http :,4www. adme.ru/case-study/ra-voshod-sdelalo-reklamul
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Hecratrgaprsuft cuoco6 peKnaMbl: http://tomtaxirdpage26'html
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2010 O l-yngopoa CePrefr
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2010 O l-yH.qopoe Ceprefi
BaH,l ulau:elf
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2010 O l-yH4opoe Cepreil
51
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2010 O l-yHpopoe CePreta
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(arn:aronoBKoB rr HaqaJIbHbIX a6saqen) Ant cBoero peKnaMHoro
rrpeAnoxeHus. flogyMafire, n r{eM 3aKrrorIaerc.rl IJIaBHUI BrIroAa or IoK)IIKI,I eauefi ycnyrl4. Kaxze
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2010 O l-yngopoe Cepreta
58
Bau u:aueqKil... unn 6ueaec?
MoryT 6r,111 4ononHvreJrr,Hbre erIro.{H? O6ssarersHo 3all{[Irrre re BapI,IaHTbI, Koropble [pI,IAyr BaM
B ronoBy. I{ sarel\d noLrpafrre c reKcroM.
floupo6yfire o6re4ranurF, BbrroAr,r An;r KnHeHra rlo ABe-rpu e o4nofi Spa:e. florpenupyftrecr
cocraBJrsrl uerrorrKu H3 HecKoJIErnx Qpaa, .{ro6rt Kax{Aat roBopI4JIa o xaxofi ro gpyrofr BbIroAe, a Bce
BMecre oHr.I co3AaBaJII{ 3aMaHqI4B},To KaprI*ry. Eclu BaM rloKa)t<ercs qro [on] rl4rc-g unrepecur'rfr
pacnevarafiTe JrHcroBKy Ha npnHTepe v noKaxvre ee HecKonbKrtM noreHIIHaJrbHr'IM
KnrreHTaM. Ecluytugure, r{To raKoe Haqzlflo pIX (€aIIelzJIo)), - norecrupyfiTe cBoro HaxoAKy Ha
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cafire. ?I nocnrorpuTe qro
Apyrue o6uappmeuHr,re
r'I3
groro sbIfiAer.
BaMr4 Br,rroAbr, Koropble He
r{crroJrb3oBarb B ocHoBHoM TeKcre o6r-ssreHla-fi.
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Her, To oH 3aKpbrBaer ta3ery, yKoAHT c caitra, Bo3Bpar{aer KHt4ry Ha nonKy.
Cxolsxo BpeMeHr4 rpe6yercx Ha rpvHflTr4e peurenul? C.II4raHHste ceKlr{Abr. llosrouy BaIIIa peKnaMa
Aonxga 6yxnalruo c ilepBbrx cJroB qeM To 3auerll4Tb rII4TareJIt: :ru6o coo6qvrl' eMy o cyrl4 Barrlero
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2010 O l-yugopoa Ceprelt
59
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ce6g on o6Haplu<un. Ecnu Bpa3yMrrrenbnoro orBera ue 6y4er
-
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4opa6orre.
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fiony{eHl4e Br,rroAbl flpuueu ryr ecrb oAHa Bax{HaJI oco6enuocrb: pe3ynbrar HyxHo oilI{cblBarb KaK
Mo)KHo 6olee -flpKo r,r sMorllroHaJlrno. flororrty qro rlpoAaror gMoIIHr4, a:ue JIofI{Ka (oco6euHo sro
Ayrnraro,
qro
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r xesuruHa*l).
yxe <o6ocnoBbrBaerD rrprlHrroe pe[IeHI{e, Ho caMo peureul4e I]plrHzMaercfl Ha ocHoBe
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Koropr,Ie oH r4crrbrraer, ilonyquB Bar[ npo.qyrT, TeM c 6om,urefi BepotrHocrbrc oH ero K)n]IT.
Cpanuzre ABa peKJIaMHbIx reKcra:
1
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xoqemcn nonpo6oeamb Ha 6Kyc. Oryymuma cleJlcecmb u conHt4e wrcHbtx nnaumat4uil, ede
6brpau4u6aemc.n omom npeKpacHbtil Qpyrcm. Ilopadyil ce6n mennou u HeJrcHocmwo. Bcezo sa 99
py6neil.
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<Msr x;nr:ru Barrr agponnrrfi Konau.{p rr cpa3y onepeAr{nu KoHKypeHroy ua27 ,84Yo>>
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Erqe ryrrue c KoHTaKTaMu, c cafitou u ropoAoM.
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rpunofi, c ouru6xau u u cv,afi.nul(aMl{, flptMo raK KaK BaM efo HarII4caJII4 -
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.{anafire qernlre l{Hcrpyxlr[n
www.piqoft.ru
2010 O fyHgopoe Ceprefi
60
Bau ulauleqKh... unu 6wauec?
gacro
rITo AeJIarb. ,[a, une
qro
HpaBHrc{ roBap, Aa, fl xoqy ero upuo6pecru. Ho
Aerarr? KyAa rooHurb, K KoMy 6eNam?
Hyxno AaBarb oqeHb rrerKr4e rlHcrpyKrlr.rrr - rro3BoHI4 <flpxuo cefiqac Ha 3Tor HoMep>>, <<Haxuure
B peKnaMe Bce orrr{caHo
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14 yrt yeugure, HacKo JrbKo yB enuilurc.s oTKJIHK or BaIIrI4x o 6l.f,BreHufi .
Pesynrrarur recrrrpoBaHu.s roKa3r,rBalor, qro
BABoe
ecJII4
Harll{carb (TeJI. 123-45-67>, To
3BoHr.ITb
6yAyr
pexe, rIeM Ha rpv3blB <<3eoHl4re 123-45-67>.
AnexAor
B TeMy:
Cmoam padoM mpu MazasuHa:
Xosnuu neaozo noaeuut sbrlecKy "V Hac caubte
HusKLte r4eHbt".
Xognuu npalozo nolecur sbrlecKy "V Hec cerflbte KertecmaeHHbte moeapbt".
A xosnuu cpedruezo, nodyaae, nolecun ebtrecKy "fnseuutrt exod sdect".
Ilo.reruy Balrra peKJraMa ne pa6oraer
OseHr Muorue )Kilnyrorcr Ha ro qro, Hgcyr
crpaHurlax, ra3erax v x)pHanax. Or 70 %
peKJraMy, He rlon)rqarcT
Bor necxolr,Ko
or
Hee
cJrr4rrrKoM
lo
6onrurrre 3arparbl Ha peKnaMy B xeJrrblx
80o/o Bcex KoMrraHnfi r<oropue
I4cloJlb3yror raKylo
npu6ulu.
caMbIX pacilpo crpaHeHHBIX orua6ox
er xoporuero 3aronoBKa (nasaanze KoMrIaHHrr
:
I4 aApec
ue e cver)
lTer npuvun nr,r6parl r4MeHHo r.ac, a He .{pyrl4x
3. Orcyrcrnve oqeHb npuBJleKareJlbHofo rrpeAnox{enut
4. Her orpaHzqeHnr rlo BpeMeHvI rrlra no KonuqecrBy
5. Her [pr43brBa
r 4eficrnuro 14 KoHKperHoro
4. Cuvssas, noxoxecrb
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yKa3aHI{t, qro LIMeHHo HyxHo cAenarb
Ha Bce ocraJrblrrle peKJIaMbI
2010 O l-yHgopoe Ceprefi
Bana
61
ulauleqKr... vnu 6usuec?
Knanrossrfi crca.roK B rrpo1a?I€x
Bawux npodacrcax u a eauteil npu6atnu Hacmynaem moeda,
rcozda su u3 ponu <<coldarnem, npouseodumenfl)) Bau,te?o moazpa uIUycItyaw
nepexodume s ponb (IiapKemonozatt. Hesaeucuuo om mozo, qe14 n+lnemcn saul
Reaumoeutti crcauox
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npodyxm unu ycnyza. He eactcuo, ttct cKottbKo xopou eaut npodyxm, eclu 8u
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2010 O FyHgopoe CePreil
Bau ulau:eqKh... nnw 6usHec?
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pa6orarorqltfi xpyrlocyroirHo H cronrqufi cylqecrBeHHo AerrreBJre, r{eM corpyrHt4K.
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3areM IIoBbIcLrrb noceqaeMocrs (npocro HarHarb rocerurelefi).
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upo$eccuouaJlaMu cafiru, coAepxar KoHllenryannmre oura6Kn, 3aJroxeHHbre eIqe npa
lpoeKTr4poBanuu. Bor Hau6olee rlrflr.I\rHbre II3 HI'IX:
- Her npocroro ilolrafoeoro o6rscmenurfl., KaK cAeJrarb
- Her ccrrnor lr o6r.flcneuuft rax cAenarr/orcneAl4Tl
3aKa3
:ara: (n pffiyJrr,Tare rep.rrercs
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no
crpaHI4IIaM B rror{cKax uHrpopuaquu)
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cJIIaruKoM cnoxuofi cl4creMe rapu$on. Ilytrrre cAenarb ua caft"re oHnafiu KzrnbKyn-flTop cror{Mocrr4
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2010 O l-yHgopoe Cepreil
63
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HeBO3MOXHO OpIaHI{3OBaTL peKnaMHLIe KOMIIaHI'II4, HanpaBneHHLIe Ha OIIpeAeneHHLIe
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- Her Qoprurr 3aKa3a ycnyrr,r HerrocpeAcrBeHHo sa cairce.,{lx xopnoparrrBHblx
verr,r
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TarcKe 3a6a3oB, cAenaHHbrx c caitra IIJrr4 rro email ropnoparl4BHblMu KJII4eHTaMI4. Kpoue 3Toro,
Kopnoparl,IBHble KJrr4eHTbr
Mofyr BI,IAerb [pqMo na cafire crrucoK cBorlx rrporunblx
3aKa3oB sa
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- Her tpoprr,ru o6paruofi cBfl3v, Her 6om,rrrofo qI{cJIa or3bIBoB 6naro4apnsrx KJIVeHToB. Ilpuuep
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cJreAylo rrlurrlu cnocobauu
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- Pexnaua B TpaAr,rquoHHbrx CMl,I/npruofi uaprerrasr. Pexnaua caina
s$$er<runHa, noroMy rrro Ans
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3To cJIHITIKoM cJlontHo: yBI4AerI' I,Inu ycnbllxarb lIMf,
eai,na,3arroMHlrrb, a rroroM eilIe u :g'afiru BpeM-fl rlocMorperb efo B I4HTepHere.
- FannepHa.n pexnaua/naprHepcKr{e ilpofpaMMbl/o6uen ccbIJIKaMrr c ApyrI{MI'I cafiraru.u. EauHepnax
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opvruHanbHrrx crarefi. B yclonarx errcoKofi KoHKypeHrIt4I4 Ha pbrHKe ycnyr raKcu, nolrcKoBa.fl
orrTrrM6allur rpe6yer rlocro{Hnofi pa6orsr u 6ro4xera or 15000 py6 n rr,recaq.
-
- KosrexcrHafl peKrraMa e f,uAerc u Google. KosrercrHa.s peKJIaMa xopoua reM, sro MoxHo Hallarb
c mo6oro 6rogNera, a raK xe xopour{Ml{ Bo3MoxHocrrvru o6parueHas K ceoefi xonxperHofi
ayAlrropr4r4. Hanprauep, Bbr Moxere rroKzBbIBarL peKJIaMy roJIbKo B onpeAeneHHoe BpeM.l cyroK, Ha
onpeAeneHHr,Ix [nouaAKax, [oceTI{TeJrrM I,I3 I(OHKpeTHOTO rOpOAA, ].4HOIAA C y{eroM noJla v Bo3pacTa
TIOCETI{TCJI'.
Kourexcrnas peKnaMa pa6oraer oireHr lpocro. KorAa KTo-To s -flHAexce ua6lrpaer Ha3BaHI4e Ballrero
ToBapa rrnu ycnyfu (nanpunrep, (TeJreBr{3op)), ((rIJIa3Ma>> vrv ((LCD>), ro n nepnofi crporrKe vlruB
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2010 O l-yHgopoe Ceprefi
Bau ulau:elf
KL1...
vnu 6uetaec?
64
peKnaMHoM crrucKe crrpaBa BbrcKaKlrBaer Barrre peKnaMHoe coo6rqenne. Hanpuuep: <<Tenenzsoprr n
Exarepun6ypre / Hugxue rleHbr, 6olrruofi nsr6op, 6ecn,'rarHas AocraBKa)). 3a noxagrl groro
coo6rqeHll.tr Bhr He fIJIarHTe, BbI [JIarHTe roJIbKo B ToM cnyqae, ecJIrI rocerrrreJlb Ha)KMer Ha BaIIre
o6bsnreHr4e u nepeft4er Ha BaIIr ee6-cafir.
llpranneueuue nro4efi Ha Barrr cafir uepes flulexc nuperr, rIJIarHoe, Ho oHo oKyrlaerc.fl. Cunsno
cHH3Irrr, crouMocrb KoHTeKcrHofi pexralrr,r Mo)KHo 3a crler crTe\uanv3aquz (VTlt). To ecrr HyxHo
rroKyrraTr, He caMble tlonyn.spHble KJIIoqeBbIe cJIOBa THfIa ((TaKCtl>>, A 3a fopa3Ao MeHee nolyn{pHble
I4
(y3Kr4e)).
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AonxHo 6urs ymzxanEHF,rM, H oqeHb rrpr{BneKareJlbHblM In.s naurefi qeneeofr ay4r4"ropnv.
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6rrrt upxrr.lofi
peKJrarrasr.
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6yrnarrau Ha caMoM BlrAHoM Mecre cairra'. <<3asecra HoMep 555-5555 e ceofi
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B pesynrrare Bsl [on) {HTe:
- Horraep rene$ona noreHrlrraJrr,Horo KJIrreHTa e sauefi 6ase gannslx. ,{arrrure c HIIM MoxtHo pa6orars
(necxonmo nocne.qoBareJlbHbrx <xacanufr>) r4, B KoHIre KoHI{oB, oH craHer BaIrIuM KJIHeHTOM.
- Honoro KJII4eHTa, ecJIrI oH cAenaer 3aKa3 rlp-nMo cefi'rac
- -,^
Kaxyro ro rronb3y or onpoca (a uueuNe KJITIeHToB BcerAa naxuo)
- Fecuaruylo peKilaMy qepe3 <capa$aunoe paAl{o))
flo
ottHsar,{ HeKoropr,rx BeAyrrIHX MocKoBcKI4x xounanuff ,uo"ri
-
cafir y HHX rrasHsrfi ucroqHnK
rpuBnerleHr.rr KJrr{eHToB. Ho, roueuHo, HyxHo c.qeJlarb orleHb (qeneHanpasneHnrlfi) cairr,ua
KoropoM Bce noAqr,rHeuo erofi qenu.
r
HarKHyncr Ha.(oBonbno xopomufi npraruep caftra KoMnaHI4I{ TaKcI4: http://www.wingtaxi.rul . flpuuernl (GarKHyncq>> 6larogapq crarr,e rr3 I{x noqronofi paccsuxu. A paccuJlKa 3ro oqeHb
HeAasHo
Ba)KHo, TaK KaK 3To
roxe cnoco6 perynrpnblx
KOHerrHo, cJroxHo cAenaTb
KoHTaKToB c KnueHTaMlzt.
flttx clyN6rt raKcu,
pefyupHyfo HHTepecHyro paccbrnKy, Ho HyxrHo nocrapaTbcs - pe3ynbTaT
roro crour!
\ryw\ry.pisoft.ru
2010 O l-yngopoe Cepreil
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Bau u:aueqKil... unn 6wsaec?
r{:ro xopouro cAenaHo Ha 3ToM caftte:
- Bce oqeHr npocro. 3ro saxHo... Anx naaccosofi ny6ru.rxu Bce AorrlxHo 6uts nanacaHo
KaK An.fl
II,flTIIKJIACCHI{KA.
-
Ecrr
Ecrr
Ecrr
Ecrr
xors 6u roilr,rrxa BbrAenr4Tr,cr rr3 MHorvx Apyrl4x rlpeAnoxeHufr (ynuxalruocrr).
Soprrru o6parnofi cBr3H (4axe rpra): <lloxBzullarbD, <<Iloxanosarber>> u <,{a:rr coBer).
$opvra onnafin-garasa.
coBerbl KJIveHTy.
- flonr,rrxa opraHr43oBarb (q4Buxyxp (http://www.wing{axi.ru/benefits/detyam.php)
3ro oqeHs BaxrHo, TaK KaK BoBJIeKaer KJTIIeHTa B KaKOe ro Aeficrsue H 3acraBJlqer ero Bo3Bpanlarr,c{
sa caiar. C rofi lrce LleJrbro, MoxHo sa caitre AenarF, raxr.re-Hra6yAb KoHKypcrI, rlpocrble I/rpr,I,
BI4KTopI,IHr,I... IIx qelr He roJIr,Ko 3acraBrrrr, KJIHeHTa Bo3Bparlarbcq, Ho I{ [on) rI,ITb ero KoHTaKTHbIe
AaHHbre (renerfou, email), qro6rl MoxHo 6rtro pa6orarb e HIIM AanErne.
- Ecrr ran$oprraaqus He rorbKo Anr fioreurlr.ranbHblx KJTLIeHToB, Ho I,r.[r.f, [pl4BrerreHr.rx no4rarenefi.
Ynpaxlrenue: qro
Bbr 3uaere
o cBoeM se6-cafire? 3anomrzre n ra6maqe re rroJrq, Koropble
cMo)KeTe:
Mecqu
1. floceuleHua
2.
Mecrq 2
1
Mec.su
3
(ror-no)
ilorasarem orragos
(o%)
3. Crpauuq/noceuesve
4. HosHx rrocerl4TeJre6t (%)
5. Koss1puqpreHr KoHBepcvru (o/o)
6. Konu.recrBo 3aKa3oB
7. Cyt..lwa upoAax{ or rlocerr{Tetefi. caitta
8. I{eua [pr.rBreqeHr{.rr oAHoro loceruTeJls
9. IleHa noJryrqeHl4t oAHoro 3aKa3a (8
Ecnil err He cMorJIrI
* 5)
3arroJrHrITF, Bce rIoJLg,
Kporvle npr4BneqeHr4.fl KJrpreHroB, Baru cafir
ro sagyuafiTecb - nouenay?
noxer pelxarb u Apyrue saraqn. Ha cafire MoxHo
pasMecrrrrb rpe6onanux K npr4nr4MaeM6rM ua pa6ory corpyAHI,rKaM:
BoAr4TeJr-r{M,
Alacrlerrlepau. Folee
arrolro6uJl{, Avcnerq epa...
Toro, Ha caine MoxHo cAenarb $oprurr BBoAa aHKerHbIx ln"
"od"t"r.a,
flpllrraeprr raKr4x anKer MoxHo rocMorperb 3Aecb: http-://www.taximsk.ru/voditelyam
\,YWW.pispft.ru
2010 O l-yugopoe Cepreta
66
Bau ulau:eqKh... vnu 6uenec?
Ilplruep rpe6onanufi
r
nolrarenro
O6ssaHHocrz:
- Iepenosxa flaccaxupoB Ha aBToMo6wtsx KoMr]aHI4I4 TaKI4x ro MapoK
- gerxoe cJIeAoBaHpIe craHAapraM KaqecrBa o6clyxunaHzs KoMrIaHlIpI
Tpe6oeamrx:
- fpaN4ane PO
- Bospacr or27
ter
- Onpmnufi eHetrrHHfi sI4A
- Crax pa6orrt BoAHTeneM ne NaeHee 5 rer
- Xoporuee 3HaHHe Aopor Mocxsrr u 6naxnero flo.4nrocxoesx
- OrsercreeHHocrF,
- HcnonnzreJlr,Hocrb
- Orcyrcrnue BpeAHbIX [puBblqeK
- flpueercrnyerc-fl 3HaHr4e r{HocrpaHHbrx.rI3bIKoB, HzIJII{III4e AercKoro Kpecna
Ilpuuep rpe6onanuft n *rexaullKy rlo BblrrycKy anrouo6unefi
O6ssaHHocru:
- flponepra rexHl4rlecKoro cocrotHlas asroNlo6ulefi, nr,lxo,4qrulax Ha
- Brr4aua AoKyMeHTon asroN.{o6ulefi, euxo4.aulux Ha
JIHHI,ITo
JIHHI4Io
- O$opnueuue, BbIAaqa rryreBr,Ix JIItcroB
- flporepra rexHrrqecKoro eocro"flHras aBToMo6unefi, eo:nparrlBrlruxc-fl c Irr4rurz,
- flpunxrue AoKyMeHTos aeroMo6zlefi, no:nparuBrlruxcfl Q Irlrnr4r4
- 3axpr,rrue nyreBblx [rIcroB
- Konrpolr BHeIrIHefo BIaAa BoAl{Telefr, nue:xarculax Ha nI4HI4}o
Tpe6onalrux:
- O6pa:oraHl,Ie He HHx(e cpeAHerexHl{qecKoro
- CraN pa6ou,l no npo$unro B opraHr{3arlpl-f,x asroxao6urbHofo rpaHcilopra He Meuee 1 roAa
- Mocxoscr afl vlrv rIoAMo cKoBHat rlo crorHHaf rlporll4cKa
- Ynepeuusrfi uomsonarenr fIK
- Bo:pacr or 30 ler
- I4cnomrureJlbHocrl)
- OreercreeHHocrl
- Onpxrnufr euetrrHplfr euA
[pl{Mep rpebonanuft n oueparopy lrrrl{ Arc[erqepy
O6ssaHHocru:
- ilplleoa 3aKul3oB no relesouy or KnHeHToB KoMlaHI{I4
- rlerxoe cneAoBaHue craHAapraM Kar{ecrBa o6clyNunaHlls KoMraHI,Iu
- Pacnpe4ereHr{e 3aKa3oB MexAy BoAurensMl{ KoMIraHrrH (lro6nnrua.r cnx:r,)
r
- Ilo46op 6nprxafiurero aeroN{o6un.f, K aApecy
Tpe6onanux:
- xtenulasrr or 25 ler, c o6gsarersHblM orlblTou pa6orrt B TaKcI{
- lpax.4aucreo P@
- fpauorHar pevr
- Orcyrcrnue Ae$erroe peuu
- Vnepeuirufi nonlsosarenr, IIK
- Hasrrxu rele$onnoro o6rueHuq
- Koutr.tylrura6enrHo crr
. - IrlcnomrrareJrbHo crb
- OreercrBeHHocrb
\yWW.pisoft.ru
2010 @ l-yHgopoe Cepreil
Ban,t
67
u:au:eqKil... wnv 6wzuec?
1.13.
Ka4pu pemarcT
Tr.rnu.rHoe olLIcaHI{e
Bce
npo6leu c BoAurerqMl4
:
<Mozy coo6u4umu us JtuttHoeo onbtma, qmo c oduoti cmopoHbt
Ucnonb3onamb HaeMHbIe MaqtuHbt ydO6uo, a c dpyzori OHeHb cuoJrcHo.
Kaxdutti marcoil eodumena umeem c8o1'! "mapaKaHbt B zonole"' Muozue
cmapanmcn eutxodumu ua pa6omy rcozda uJvt catut,uM ydo6uo, ue
sadynarcancb, qmo maKcu smo Kpy?nocymoHHan cnycrc6a'
[7pu emou, KaK monbKo HeltuHaeutb uaeoduma crcecmrcuil nopadorc, mo
cpasy Jrce oKlt3btlaerubcfl y paz6umozo Kopbrma. Bodumenu HaHuHaIom
nu6o ca-uu yxodumt u ycmpausambcn m[uvt, zde npotqe u zde neuutue
mpe6ynm, nu6o yeoauuamu.
Vueuutueuue nodeutrcuozo cocmana y6enuqu6aem 6peMn nodauu qzmomzrauH MueHmQM u npobez y
ocmael1tuxcn tilarauH. Rnueumat uedoeonuruat u moilce yxodam e dpyzue mQKcu. He Haeoduma
nopndorc mo)rce Hetb3fl, maK KaK uttu ece eutildym e oduo Bpewn, a sHaqum, o6u4ee Kotu&ecrn+o
3aKCBoe pacnpedennemcn Ha ecex euniledutux u cnedoeamenbHo Ha rcatrcdozo noHeA4Hoey (umo onnmu
ruoxo dnn rcawdozo) unu Mano Kmo eutitdem, umo nnoxo dnn rcnueumos u oltu onflmb HeoooorbHbt u
eruoea yxodnm e dpyzue meKcu Muzpupyn, mo e oduo, mo e dpyzoe.
Vdo6uo uwemb clou anmoMalauHb4 u9*ltp,WglbebJ4(ue zoeopa npo xopowux) rcadpoe cpedu
ddffiAffitffi';ffi;;n{n"iiiiifrWocmo Hem."Pas max, mo nurcarcoti 3anoz unu uHbte zapaHmuu
4e noqozapm. Mau,ruuar 6unm u 1pQJWkCydut npocmo 6ecnonesuut. Bce pasHo HuKmo nurcarcoil
eu uit o 6 3 d cKaH uu yr4 ep 6 a c e o dum en eil n o nu o, a
om B em c m B euffiiiifti*n a*idZAiilTfrffi p
"u.t
ucnonHeHun uem. V Hac 3aKoHbt Ha cmopoHe SuHo*Hblx, a He npaoblx'
Cnedoeamenuuo, y6umrcu u vew nywae Mau,tuHa, meM cepb%ueil y6atmxu om
Cmpaxoexu rue
noi4ozanm, Eonca rutaumbcn eodumenacxux npas can'ru eodumenu |AI,I He Gbr3btlaom dnn
(xoznuu) azmowaLuuHbt He no]Iyqum u38a 3mozo
Surccupoeauun ITIL To, umo co1cmeeuuux
cmpaxo7oe 7osrweLqeHl,re ux He uHmepecyem. Wumepecyem moJIbKo coxpaHeHue c6oux eodumenacxux
\TIT.
npa6D.
Kagponuft Borlpoc flBlrfl.eras. o.{Hr4M rr3 caMrrx <<6oneebln) e 6lagHece raKcrl. Karue xe ocHoBHbIe
npo6rerrmt c nepcoHanoM HiBbIBaIor pyKoBoAl4renu
clyx6
TaKcI't:
- Tpyauo saitru xopoilrl4x pa6ornuxon
- Ilnoxo
pa6oraror
r
- Maxunaqzlz -- Bo3MolxHocrb croBopa Ar'Iclerrlepa c BoAI4TeJIeM
- Xorsr Heo[paB.{aHHo MHoro non) rarb (uueHno noJryr{arr a ue zapa6arunars)
- Husxas xeanu$uxaqux
- Ilyiruue corpyAHIrKI4 yBonbn{rorct, flepexo.q.nr K KoHKypeHraM
- ConporanrfK)Tcq rrepeMenaM
Kar xe flocrpol4Tb HaAexrHyto cl{creMy
www.pispft.ru
I43 HeHaAexHsrx
oleueuron?
2010 O l-yHgopoe CePreil
68
Bau uau-ret{Ku1... ilnn 6usHec?
IIafiu n yBoJrr,HeHI{e
xoporuzfi guanonrrfi: <3a flocneAul4e 20 000 Jrer qeJloBeqecrBo He
[pr4AyMano Hr{qero Jryrrrrrero, qevr uafiu H yBon6geHue>. llonpo6oralu, - He rIoJI} rrrJrocb,
cregyroqr.lfr...
Kax roropran
oAr.{H rr.rofi
Cunu <Xupypzuu>
Ven 6arcmpee 6ydem o6uapycrceua u ydaneua uapotrcdarou4anlct paKolan onyxollb,
mew tryvlue. Irlueuuo noomoMy nozosopKa ynpazIleHr4ee (HaHuMail uedneuuo,
y e o na uail 6 u cmp o > fl 6rfl em cfl m arc oil o 6 o cu o e auHo it.
3anemun, so-nepsbrx, qmo 6onuuuHcmao us Hac Ltileem menderu4uto nocmynsmb
nptu'ro npomusonoJroJtcHbthr o6pasou. Bo-emopau, gmo omHocumcn He monbKo K
cry)rcaulu-ll a u, s raupoKotw cublctre, K nuHHbrM B3aui4oomHou,reHuntw ecex eudoe.
Eonutuuucmeo nnded sHaH)m, qmo donrcHat npoilmu Mecnt4br, npettcde qew oHLt 6ydym
yloneHbr. B meueuue gmozo speweHu y eac 6onauan, snoKauecmBeHHafl <nueilrca>,
Komopat uu$uqupyem dpyeue HopmarbHbre <<aueilrcu> 6 salaeM (opeaHl,Btwe>.
Mydpute enadenaqut 1taueca sdpaarcm 3my onyxotta ua ca 4oil panueil cmaduu.
Boeu noggrno, lrro Ha AaHHoe Mecro no.4xoAI{T AaneKo ge ruobofr qeJIoBeK, a ronr'Ko
yAoBnerBopsroulufi o[peAeneHHuu rpe6onauutM. IrI eruu rpe6onanuxM coorBercrByer ue
nropofi
r4
Aax{e ue r<ax4rrft AeaArlarrrfr! lloerorvry
14
raxAsfi
HyxHo or6uparr 3roro peAKofo qeJloBexa eielt{u
Bo3MoxHbrMu cnoco6arr.rpl: yBonbHeurar, co6eceAoBaHl4.n, TecrrrpoBaHue, upo6nr,rft nepzog
pa6oru...
flpurraep Kpr4reprreB npl4eMa ua pa6ory BoAnrent:
- Bo3pacr (ne ueuee 27
rcr)
- crax BoxAeHI4fl (He IraeHee 5)
MaHepa noBeAeHI4t Ha nepBoM cooeceAoBaHau
- onbrT paooTbr
B
.4pyrux
TaKcI4
- ec[]r paboran B Apyrl4x raKcu, MHeHI.Ie KoJIJIeT (fio qexy))
- Haruqr4e <onrrra>>,{TlI
#
l-frpusreranct JIrr K yrononnofi , aAMI,IHLI crpamsHofr orB ercrB
www.pisoft.ru.
eHHo crl4
2010 O l-yHgopoe Cepreil
69
Bau ulau:eLf KN... nnv 6vznec?
- couuaJlbHoe rroJloxreHHe
- obpasoeanue
- sHe[rHufi sraA
- HzrJrr{lrHe cilpaBKr4 oT frcHxvt arpa v E3
- r{HorAa u <<npo6zeaeM)) no 6a:anr BeAoMcrB.
IITO OH HC CTOHT HA
eTe {oo.s3aTer
Xoporurafi pecypc Anr npoBepKu KaK eo.4urenefi: <<uepnsrfi crrucoK)) na cafire <<Taxcu
-
Oopyrr,l>:
http //taxi-forum.rul.
:
flpuruep MeroAr.rKH or6opa u o6yreHnr AucnerqepoB:
- Oulrrpaqvs. rrpu pa3roBope no rele$ouy no o6rreleHulo: rroxaq peq6,
HuuIHqI4e
Bblclrero
o6pasonauu.s, rleJru.
- @unrrpaqr4s.rrpv nepnofi Bcrper{e no (flepBoMy Bler{arneHl4ro)).
- OsHaroN.{ureJrbHa.fl crax{upoBKa (6es on:rarsr): o6yreuue nyreM na6nroAenur ea pa6orofi re1ytqux
Auclerr{epon, o6yreune pa6ore c lporpaMMofi, no I4TofaM HeAenI{ co6ecegonauue.
- CraNrzponKa Ha [prieMe BxoryUrr4x 3BoHKoB: rrpoBepKa Ar{i}noroB c KJrr4eHTaMu, o6yrenue
pa6oru c nporpaMMofi, no r{ToraM co6eceAosaHue.
- Pa6ora fioqrr4 rIonHorIeHHbrM Ar4cnerrreponr. Pa6ora no rpa$nKy rorrbKo B AHeBHF,Ie cMeHbI H B
6yguu. flo rarorau HeAenI{ arrecrallil{ n npudtr.t AoKyMeHron Ha o$oplrJleHl4e.
- Pa: s MectII Bce oileparopbr npoxoAsr nepearrecrallulo: Tecr r{3 oqeHl 6onruroro KoJII4qecrBa
Bo[pocoB. Peryrrpuue,qeJlarorcs 3aMepI'I cKopocrr{ npuelta 3ana3a.
ToHKocrf,M
Bor
eu{e ronesHrrfi pec}pc no o6yreuurc corpyAHI{KoB:
http ://www.taxopark. com/forum/index.php?showtopic:
I
792
Jlyrure rrorparr.ITb 6om,rue BpeMeHr.r kr cvr Ha rpaMorHstfi uafilr corpyAHHKoB, qeM rloroM
(M) {HTc.fl) c nnoxr4Mrr corpyAHr4KaMH KaKoe ro BpeMt. OAnoro co6eceAosanvfl14 pe3roMe
HeAocraroqno. Jlyrure Bcero npoBoArrrb KoHKypcbI, rAe KaHAI{AarbI peanbHo copeBH}'Iorc-s Apyr c
ApyroM r.r roKa3brBaror cBoH Bo3MoxrHocrl{ B ycnoBl'trx npu6maxeHHblx K peanLHbIM.
Kan uporoAnrb KoHKn)c:
- IloAroroeurr o$$exruBHoe peKJraMHoe o6rqsJreHue o nafiue Ha onpeAeneHHlro Aonxnocrr'. 3ro
o6r,sereHr4e AonxHo 6r,rrr, namacaHo rro BceM npaBunaM Korll4pafirunra qro6rr lpuBneqb KaK MoxHo
6onrure KaHAr{AaroB. B o6r.sereHr{e He AoJIxHo
rpe6onanufi
-
www.pisolt.ru
6rnl
clraurKoM MHoro (orpaHHrII{BarcIrIHD)
ToJIr,Ko caMble ocHoBHbIe.
2010 O l-yugopoa Cepret7
70
Bau uau:eqKil... unv 6wenec?
- Pa:rorapuBarb c KaHAHAaraMpr AonxeH ceKperapb rlo qerKo orII4caHHoMy clleHapl4ro. HyxHo
lp[rracr{Tb qeJroBeKa B onpeAeneHHoe Mecro Ha ((co6eceAoBaHl4e), ne coo6nlas eMy np}I 3ToM, qro
Ha caMoM AeJre oH
6yaer )rqacrBoBarb B oqHoM KoHKypce c 6onsurrau tII4cJIoM KaHAI{AaroB Ha
AOJIXHOCTb.
- Paspa6orarr cqenapufi KoHKypca:
BBoAHaJI per{b pyKoBo,qI4TeJIs, MHKpo co6ecegoeaHl{e c Kax(AbIM
(He6olrurar aHKera o uorurax), Ir rocJleAoBareJlbuocrb .qenoBblx urp. Hecronrxo
rypoB (zrp). Ouronuofi npuuqr4n.4eJroBbrx nrp: npoBepl4Tb HyxHLre KaqecrBa qeJIoBeKa B peiil[,Hblx
,4eficreuxx. flocle Kax,qofo 3Tarra - xyArr]r4e esr6rrsaror. B xonqe ocra]orc.x 1-2 (uttu ue oAHoro)
KaHAlrAaroM
qeroBeKa us 20-30 KaHAHraroB.
flo npoee4eurrro KoHKypcoB
Ir AeJroBr,rx r4rp nonilHo rroquTarb xaxyro-m.I6o KHI4ry no
acceccMeHry, HarrpuMep 3ry: http:iTishop.top-kniga.rulbooks/item/in/382151/.
Irlrraerorcs o6r,errusHrre recrr,r .{rrg oueHKI4 soAl4rerefi. Hanpzltep, MoxHo 4arb 3a!.auue Ka}K.{oMy
Bo.u4Tenro npoexarb onpe.qeneHHrtfi
yracror u fiocqllTarb cKoJIbKo pa3 BoAI..ITeJII' IIoJIb3oBiuIct
TopMo3oM. Calrrre orrbrrHlle Bo.qr4Tenr4 nonb3ylorct ropMo3 MeHbrrre Bcex, a ropMo3tr Itopo6xoft
IIepe.4arr.
[nx
nog6opa corpyAHr4KoB y Bac AonxHbr 6sIrr qerxo c$opnrynupoBaHHr,Ie (nyrrle ua 6yraare)
rpe6onarux K corpyAHr.rKy A:rx xaNgofi nnarrrofi AonxHocrpr:
AaHHbIe, ruqHbre KaqecrBa. Jft.r.{H[,re KaqecrBa oqeHb silItrlrr!
3HaHVs.,
)MeHI,It (uaerrru), aHKerHbIe
Kpoue 3Toro, odggareruHo An-s raNAofi AonxHocru AonlKHbI 6srrr HanucaHbl AonxHocrHble
zHcrpyKrIHH:
- I{enr pa6oru
- Cnlrcox peuaeMbrx 3anaq
- @ynxquu: onucaHl,Ie KoHKperHbIx Aeficrsufi
- floxasareru o(pQenrrzeHocrlr
- BsauNaoAeftcrsze c ApyrI4MI{ corpyAHLIKaMLI
- Ilpana fi o6s:aHuocru
B He6olrurux KoMrraHr4qx (lo 50 'reronex) y pyKoBoII{TeJIt [paKTI4rrecKI,I Bcer.qa ecrb xeJIaHI4e
logepxuBarb co cBorrMtr corpyrHr{KaMl,I ApyxecKlle orHolrresu.s. Ha caMoM Aene, [paBHJIbHiuI
no3uIII4q pyKoBoAuTenfl : crpof ldfi , Ho cnp an eArussIfr HaqanbHrlK.
roM, r{To rroJroxr4Teirbuar Morr4BaIIHf, 6es orpuqaremnofr, soo6qe ue pa6oraer. Aaxe
yABoeHne 3apnrarbr pa6oraer MaKc[IMyM Mecf,IIa ABa, rrocJle vero pa6orul4x HaquHaer cqrlrarr ce6x
<cne3,4ofi>> I{ eMy Moxuo paccla6urrc.s. Xenaeurrfr pesynrrar IIpI4Hoct4T ToJIbKo 6ulasc MexAy
flpo6levra
B
troorlpeHneM 3a ttpaBlanrnrtfi perylbrar
www.pisoft.ru
r.r
cepbe3H6lM HaKzBaHugM 3a He[paBHJIbHr,Ie Aefrcrens.
2010 O l-yHgopoe Cepreil
Bau uauleqKil... unn 6t suec?
71
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