  .      
  


          ,      .         ,    .       . ,             .                      .





.. 

  .      



 .., 2007

 .    , 2007




    ()


   :     ,          ,     ,    ,   -  .    , -                 .   -     ,      ,    .

 ,      ,    ?    ,   .        .          [1 -    , ,      .]     (   ) 19,3%.

     ,      2006.   200.  ,     1,8  (2,7%     )  1,5   (53%      ).

            : 2006.    1,4%      .        2004.   1,0%,   1995.   0,5%[2 -                    2006. 3,4%    .           20042006. 27  42%.].        .  2006.      (     ),         1,7%,      0,5%[3 -         .   ,                    19942003. 33,6  48,3%, ..     .       ( -   )   19922004. 10  25%  .        19932004.   1,2  3,6%,          .                  2,9  6%,       2001.   ,        25  70%        (.:   .    19922004. .: , 2005).].

           .            1,5       .  20012006.     9-13%  ,   20042006.,    ,     13%,          15% (    11%).      ,     ,     1011%.

                     ,            .

,     .       ,   ,    ,      [4 -       (.: ..  :   . .:  , 2003. .316318).].        1990- .         -   .           .       ,    ,    ,       2%  .

        : 20002006.    2,4  7,2%,        ,       1,8  3,3%.

        ,      ,      (    ). ,       ,     ,  ,   .

,    ,            .            [5 - ,       2006.   ,     ,  750      ,   -             .].   ,            : , ,     ,        .          .

           ? -,       ,                ( ) .    ( )        (: ) ,  ,    (    ),    .       -       ,      .     :     .

-,              ,     ,   ,  ,  ,    ,    ,  -  .       ,        ,       .        ,   ,    ,      (  ,    ).

-,              ,     ,      . ,         (, ,  , , ),   , , .   ,         .

-,      ,           ,     , ..    .    ,   ,       , ,               ,   ,         .  ,   ,       ,          ,        .          ,  ,   (,   ),    ,       3050 . ,      .

-,             .  ,     ,               ,        ,  ,         .      ,        ,         ,         ,     - .         ,    ,            ,       .

,            .     ,               .  ,  ,  20062007.,  , ,          .             , ,  ,     .         ,       , ,   ,        .      .     ,        ,       .        ,         .

    :       .     ,        .




 1.   



,           .       :  ,              .         .




 1.   



                  :                ?        ,       ?         ,      ?          ?           ?    ,     ?         .




    


          ,        (fast moving consumer goods).    .     ,   2006.    46%    (146 .).               [6 -             .],         (durable goods).         ,         ,         (5%   )        .                ,       .

          .     ,             ,           (     Media Markt  Metro Group       2006.).  ,     .

    .            ,   20012002.                 ()      ().                  -.     38           [7 -      .: ..  :   . . 2; .       (   ) //  . 2003. 7. .5777; ..       (    ) //   :  : 4 . /. . ... . 2. .: .   , 2004. .315338; ..     (      ) // . 2003. 1. .4255.].

     ,       ,         .   ,        ,   :   ,     ,  .  , ,   -    :   ,  ,      2004.    ,    ,       2010.             .      2000-  -  ,    :      ,  .

    (  )         .   ,         .   2000-           ,      .                       .    ,          (            ),             [8 -   ,             (., : ..          (- ): . . - . . .:    , 2006).].

              ,    (, -)     (, -, ,  ),    ( ),      (ACNielsen, GfKRus, , - .)    (-  ).             .           .

     ,     .      .         .        ,        ,    .

              ,           ,   ,    ,       .               ,    .

,      ()         (2006.)            .




 


,      ,     .           ,      .        ,      ,       .          ,   .      ,    ,    ,          .

   ,      ,         .

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    ,      - .    , , ,       .     ,      .           ,         1990-2000- ,   ,         [9 -       (.: ..      //  . 2006. 4. .123138; .        //  . 2006. 10. .4162; ..        (    ):  WP4/2006/06. .:  , 2006).].

           2000- :     ,    ,           ;            [10 -         (.: ..            //   . 2005. . 3. 3. .326; : ..   :      2000- :  WP4/2005/03. .:  , 2005).].

 , ,       ,               .      ,   ,   .

         .   ,      , ,        .        ,         .    .         .                    ,    20062007.       2007.                      Ի           . ,     ,     .




 


              -          (http://ecsoclab.hse.ru).         .

  ..        ..     .

        GfKRus,      ...

           ...

             ...

          ..         5 Retail Group.

  ..           .

 ,      ,         ,    BBPG (   ..).

    ..,       ...


* * *

   2007.            .

                         (20062007.).




 2.     ( )



              ,    .          ( ),      ,    .         ,     .




  


        ,      , ,      1970-           [11 - .: ., .    // .  -. . . 2004. 3. .5183; X.       //   :    / . . . ..; . ..  . .: , 2004. .211225 (. :   . 2005. . 3. 2. .139154).    .: ..   :      //   . 2005. . 3. 2. .99108; CarrollG. Organizational Ecology // Annual Review of Sociology. 1984. Vol. 10. P.7193.].         ,         (population of organizations).       ,      ,         .      (market niche)     ,               .  ,         ,            .

 ,        ,  ,     , ..         ,  ,    ,   (,       ).        ,      -       ,    (,   .).         ,    ,     ,      .

               ,       (,   ,     ,         ).         , ,   ,   :        (     )     ,   .

          (niche width),   .            .     ,       ,       ,       .

                    (population density).    ,   ,    ,            . ,        ,      .   , ,   ,          .     ,     ,       ,        .       ,  ,         ,        .




   


        (selection)  ,      .    ,        .    ,  ,           ,   , ,     .       ,          .           ,        ,      .

      ,               ,           . ,          ,           .   (structural inertia)   ,      ,     .        (  ).    ,      ,   ,              , ..          ,  . ,        ,    (adaptability)     :   ,   ,       ,  , , ,       ,         .

 ,      ,         .           (..,   X.,   )       ,   (..   )[12 - .: X.      . .211225.].       ,      .       ,       ,      . ,  ,       ,     ,   .        -     .

               .              .  ,      ,    ,       ,        .      ,            .     2000-     :            (  , ,       )      ,     .         .




  


          ,    [13 - .: ..  :   . . 1011.].              ,     .             ,           (. .1).   ,        ,        (..            ),     ,         ,           .      ,          (,     ,    .        ,        ).

  ,              ,        .      ,                 ,     (,          ).        ,       (,     )       ,       .                 .              .           ,       ,            .

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.1.      



  ,             .   , , ,   ,     1990-      ,     ( )        ;   2000-       ,             .   (    )     ,         .




   


            .      ,       [14 -      .: ..  . .: .   , 2005. . 2, 5, 78; ..  :   . . 2.].        (organizational field),          [15 -       ,      :  ,     ,     ,      (DiMaggio P., PowellW. TheIron Cage Revisited: InstitutionalIsomorphism and Collective Rationality in Organizational Fields // The NewInstitutionalism in Organizational Analysis / ed. by W.Powell, P.DiMaggio. Chicago: University of Chicago Press, 1991. P.6465).].

              ,                ,         .         ,     [16 -       ., : B.C.    . .: .  - . -, 2006.].  ,  ,     ( ),  ,   ,   ,    .  ,  - ,       ,    .             ,    ,           [17 -            .         .:               ,      ( . . .: , 2005. . 59);        ,      ( . . 83).              ( . . 89).].

 ,       ,    :

   ,  ,   ;

         ;

     ,       ;

      ;

  ,     ,    [18 -     .: ..  :   . . 6.].

  ,      ,   ,      ,       , ..      .

      ,    [19 -   ., : PecotichA., Purdie FJ., HattieJ. An Evaluation of Typologies of Marketplace Strategic Actions: The Structure of Australian Top Management Perceptions // European Journal of Marketing. 2003. Vol. 37. No. 3/4. P.498529.].     ,        .

           .        ,      , ..      (retrenchment).            (internal growth)                (external growth)                   [20 - GlueckW.F., JauchI.R. Business Policy and Strategic Management. 4


 ed. N.Y.: McGraw Hill, 1984.].

       .          (market penetration);        ,       (market development) ;      (product development) (,              );  ,              (diversification)[21 - Cm.: AnsoffH.I. Corporate Strategy: An Analytical Approach to Business Policy for Growth and Expansion. N.Y.: McGraw-Hill, 1965; MintzbergH. Generic Strategies Towards a Comprehensive Framework // Advances in Strategical Management. Vol. 5 / ed. by R.Lam, I.Shrivastava. Greenwich: JAI Press, 1988. P.167.].

     ,      .         (focus strategy),              ( ,    ..)          .   ,        (cost leadership strategy),        . ,      (differentiation strategy), ..        ,       .    [22 - .  :     . .:   , 2005.].

   ,   ,        .             ,    ,             ,          ,  (   ,     )       .                             .

            (supply chains)            .        ,       .      ,        (,        )[23 - .: ., .    :     . .: .  - . -, 2005. . 27, 386.]. ,       ()  ,         ,  , .




   


,     ,      .        ,            .                         ,    ,    .

                 [24 - .: ..   :      //  . .:  , 1995. .411442.]       (,     )     ,   .

       .     ,       -.         (arms length ties), ..   ,     .       ,         ,            ,        .

           , , ,     ,          ,    , ..      .  ,        (network ties),        [25 - .: .     :   //   :   . .139158.].           (relational contracts)   ,       ,               ,       ,      ,         .      :     (  )   (  ).    ,   ,     .        (embedded ties).

     , ,              .       ,       ,      ,        (,         ),       -.    .

,       . ,         ,       .






. 2.     




   


           ,                   , ..   ,       .           ,       [26 - X.   :      //  :        / . . . ... .: , 2002. .96118; White.. Markets from Networks: Socioeconomic Models of Production. Princeton: Princeton University Press, 2002.]




  .


   .

   ,     (https://www.litres.ru/vadim-radaev/zahvat-rossiyskih-territoriy-novaya-konkurentnaya-situaciya-v-roznichnoy-torgovle/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


   , ,      .




2


                   2006. 3,4%    .           20042006. 27  42%.




3


        .   ,                    19942003. 33,6  48,3%, ..     .       ( -   )   19922004. 10  25%  .        19932004.   1,2  3,6%,          .                  2,9  6%,       2001.   ,        25  70%        (.:   .    19922004. .: , 2005).




4


      (.: ..  :   . .:  , 2003. .316318).




5


,       2006.   ,     ,  750      ,   -             .




6


            .




7


     .: ..  :   . . 2; .       (   ) //  . 2003. 7. .5777; ..       (    ) //   :  : 4 . /. . ... . 2. .: .   , 2004. .315338; ..     (      ) // . 2003. 1. .4255.




8


  ,             (., : ..          (- ): . . - . . .:    , 2006).




9


      (.: ..      //  . 2006. 4. .123138; .        //  . 2006. 10. .4162; ..        (    ):  WP4/2006/06. .:  , 2006).




10


        (.: ..            //   . 2005. . 3. 3. .326; : ..   :      2000- :  WP4/2005/03. .:  , 2005).




11


.: ., .    // .  -. . . 2004. 3. .5183; X.       //   :    / . . . ..; . ..  . .: , 2004. .211225 (. :   . 2005. . 3. 2. .139154).    .: ..   :      //   . 2005. . 3. 2. .99108; CarrollG. Organizational Ecology // Annual Review of Sociology. 1984. Vol. 10. P.7193.




12


.: X.      . .211225.




13


.: ..  :   . . 1011.




14


     .: ..  . .: .   , 2005. . 2, 5, 78; ..  :   . . 2.




15


      ,      :  ,     ,     ,      (DiMaggio P., PowellW. TheIron Cage Revisited: InstitutionalIsomorphism and Collective Rationality in Organizational Fields // The NewInstitutionalism in Organizational Analysis / ed. by W.Powell, P.DiMaggio. Chicago: University of Chicago Press, 1991. P.6465).




16


      ., : B.C.    . .: .  - . -, 2006.




17


           .         .:               ,      ( . . .: , 2005. . 59);        ,      ( . . 83).              ( . . 89).




18


    .: ..  :   . . 6.




19


  ., : PecotichA., Purdie FJ., HattieJ. An Evaluation of Typologies of Marketplace Strategic Actions: The Structure of Australian Top Management Perceptions // European Journal of Marketing. 2003. Vol. 37. No. 3/4. P.498529.




20


GlueckW.F., JauchI.R. Business Policy and Strategic Management. 4


 ed. N.Y.: McGraw Hill, 1984.




21


Cm.: AnsoffH.I. Corporate Strategy: An Analytical Approach to Business Policy for Growth and Expansion. N.Y.: McGraw-Hill, 1965; MintzbergH. Generic Strategies Towards a Comprehensive Framework // Advances in Strategical Management. Vol. 5 / ed. by R.Lam, I.Shrivastava. Greenwich: JAI Press, 1988. P.167.




22


.  :     . .:   , 2005.




23


.: ., .    :     . .: .  - . -, 2005. . 27, 386.




24


.: ..   :      //  . .:  , 1995. .411442.




25


.: .     :   //   :   . .139158.




26


X.   :      //  :        / . . . ... .: , 2002. .96118; White.. Markets from Networks: Socioeconomic Models of Production. Princeton: Princeton University Press, 2002.


