Tehnologiya-sozdaniya-imidzha

1.

&9EAB?B7<O
EB;84A<O
<@<8:4
E>GEEF6B < A4G>4 6C9G4F?9A<O
EB6D9@9AAB@ @<D9 64H <@<8: 4 QFB A9 CDBEFB 6A9HA<= 6<8. -FB >B@C?9>EA4S
E<EF9@4, >BFBD4S 6>?RG49F 64HG 6A9HABEFP, CB6989A<9, >B@@GA<>4F<R <
D9CGF4F<R. @<8: 4 QFB EFD4F97<G9E><= <AEFDG@9AF, >BFBDO= 6?<S9F A4 >4DP9DG,
BFABH9A<S < ?<GAB9 D4;6<F<9. 4AA4S CD9;9AF4F<S D4E>DB9F E9>D9FO EB;84A<S
@BIAB7B, 4GF9AF<GAB7B <@<8:4, >BFBDO= BF>DB9F 869D< < CB@B:9F 64@ 8BEF<GP
F9?9=.

2.

'F> F4>>5 <<<46 < ?>G5<G >=
6465=?
@<8: 4 QFB EB6B>GCABEFP 6C9K4F?9A<=, >BFBDO9 8DG7<9 ?R8< CB?GK4RF B 64E. A
HBD@<DG9FES A4 BEAB69 6<;G4?PAOI Q?9@9AFB6, CB6989A<S, >B@@GA<>4F<6AB7B
EF<?S < 64L<I CBEFGC>B6. 9D6B9 6C9K4F?9A<9 6B;A<>49F 6 F9K9A<9 C9D6OI 7 E9>GA8
6EFD9K<, < <ECD46<FP 97B E?B:AB.
BK9@G <@<8: 64:9A? A 6?<S9F A4: 8B69D<9 8DG7<I ?R89= > 64@, 6B;@B:ABEF< 6
>4DP9D9, >4K9EF6B ?<KAOI BFABL9A<= < GDB69AP E4@BG64:9A<S. %<?PAO= <@<8:
BF>DO649F 869D<, EB;849F 6B;@B:ABEF< < CB@B749F 8BEF<KP CBEF46?9AAOI J9?9=.
-FB <A69EF<J<S 6 E95S, >BFBD4S 849F 8B?7BEDBKAO9 D9;G?PF4FO.

3.

><?>=5=BO <<<464: B 6=5L=>AB< 4> @5?CB4F<<
=5L=>EFL
><<G=<>4F<O
89:84, CD<K9E>4, @4><S:, BE4A>4 4
&BA 7B?BE4, 6O5BD E?B6, ECBEB5ABEFP
6<8<@O9 Q?9@9AFO, >BFBDO9 EB;84RF
E?GL4FP. 4L4 D9KP D4E>DO649F
C9D6B9 6C9K4F?9A<9 < BFD4:4RF 64L9
B5D4;B64AABEFP, Q@BJ<BA4?PAB9 EBEFBSA<9
BFABL9A<9 > E959.
5?GF4F<O
&B, KFB B 64E 7B6BDSF 8DG7<9 ?R8<.
$9;G?PF4F 64L<I CBEFGC>B6, A489:ABEF< <
6?<SA<S 6 B5M9EF69 < CDBH9EE<BA4?PAB=
ED989.
< G64:9A<9 > E?GL4F9?S@.
>6545=<5
4A9DO, CD<6OK><, S;O> F9?4. 9=EF6<S
7B6BDSF 7DB@K9 E?B6 < K4EFB D4E>DO64RF
<EF<AAO9 A4@9D9A<S < J9AABEF<.

4.

%0@B0A0?87: F>DOF85 60L57B
GA8>0?PAB7B /
D9:89 G9@ EB;8464FP <@<8:, A9B5EB8<@B CBASFP E95S. DB698<F9 G9EFAO= 4A4?<;:
>4>B6O 64H< E<?PAO9 EFBDBAO, F9AABEF< < GA<>4?PAO9 >4G9EF64? 'FB 64E BF?<G49F
BF 8DG7<E?
1
CD545?<F5 E6B< F5AABEF<
4><9 CD<AF<CO 8?S 64E A4<5B?99 64:AO? '9EFABEFP, >D94F<6ABEFP,
?<89DEF6B? @<8: 8B?:9A BFD4:4FP FB, 6B GFB 6O 69D<F9.
2
4=4<F5 GA<>4?PAO5 G5DFO
'FB 64E 89?49F BEB59AAO@? COF, F4?4AFO, C9DEC9>F<64? @9AAB BA<
8B?:AO 5OFP 6 F9AFD9 64H97B <@<8:4.
3
F5A<F5 F5>GM<= <@<46
4> 64E 6BECD<A<@4RF B>DG:4RI<9? %B6C4849F ?< QFB E 64H<@ 6<89A<9@?
89 D4;DO6 @9:8G D94?PABEFPR < :9?49@O@?

5.

&9?964O 4G8<F>D<O: ?O >>7> 6O E>;849F9 <@<8:?
@<8: A9 EB;849FEO 6 CGEFBF9. O 8B?:AO CBAOFP, >FB 64L4 J9?964O
4G8<FBD<O. -FB @B:9F 5OFP D45BFB84F9?P, >?<9AFO, C4DFA9DO <?<
B5M9EF6B 6 J9?B@.
?NG56O5 6>?@>AO:
FB 6?<O9F A4 @B< 6B;@B:ABEF<?
4><9 J9AABEF< 64:AO 8?O @B9= 4G8<FBD<<?
4><9 B:<84A<O BA< <@9NF?
4> O @B7G ;46B964FP <I 8B69D<9?
4;AO9 4G8<FBD<< FD95GNF D4;AOI CB8IB8B6. DBH9EE<BA4?PAO=
<@<8: 6 89?B6B= ED989 @B:9F BF?<K4FPEO BF <@<8:4 6 F6BDK9E>B=
<A8GEFD<<. 84CF<6ABEFP 4 >?NK96B= A46O>.

6.

%FD4F97<< D>D<<D>64=<O
<<<8:4: %>;84=<9 64L97>
5D5=44
%B;84A<9 <@<8:4 4 QFB EFD4F97<G9E><= CDBF9EE, FD95GRI<= C?4A<DB64A<S <
CBE?98B64F9?PABEF<. 4H ?<GAO= 5D9A8 8B?:9A 5OFP 4GF9AF<GAO@,
;4CB@<A4RI<@ES < EB7?4EB64AAO@ 6B 6E9E 4EC9>F4E.
>78F8>=8D>64=85
%>7?4E>64==>EFL
CD989?<F9 E6BR A<HG <
E9 Q?9@9AFO <@<8:4 8B?:AO
GA<>4?PAB9 CD98?B:9A<9. 'FB
D45BF4FP 6@9EF9. F 6O5BD4
89?49F 64E A9;4@9A<@O@? -FB
F69FB6 8B EF<?S B5I9A<S 4 6E9
64H9 >BA>GD9AFAB9 CD9<@GI9EF6B.
8B?:AB BFD4:4FP B8<A B5D4;.
-6>?NF8O
@<8: 4 QFB :<6B= CDBF9EE. O
D4;6<649F9EP, @9ASRFES 64H< F9?<
< B5EFBSF9?PEF64. $97G?SDAB
C9D9E@4FD<64=F9 <
EB69DH9AEF6G=F9 E6B= 5D9A8.

7.

87G4?P=O5 4E?5>FO: &65F, EF8?P 8 O7O> F5?4
E<E>?>7<O F69F0
%F<?P < >89:80
/;O> F9?0
O18@09B5 F25B0, :>B>@O5 >B@060RB 20HC
0H AB8;P 4>;65= A>>B25BAB2>20BP 20H5<C
@S<0S >A0=:0, >B:@OBO5 65ABO 8 C25@5==O9
;8G=>ABP 8 ?5@540RB =C6=O5 Q<>F88. %8=89
8<846C 8 0C48B>@88. 0G5AB25==0S, G8AB0S,
273;S4 ?5@540RB C25@5==>ABP 8
4 4>25@85, :@0A=O9 4 Q=5@38S, D8>;5B>2O9
?@028;P=> ?>4>1@0==0S >45640
:><?5B5=B=>ABP. /7O: B5;0 G0AB> 3>2>@8B
4 :@50B82=>ABP. 464O9 F65F D4EE:47O645F
45<>=AB@8@C5B C2065=85 : A515 8
?@024C, :>340 A;>20 <>;G0B.
8EF>D8N.
>:@C60RI8<.

8.

B@@GA<>4F<O: 4> 64L< E?B64 < 45=EF6<O HBD@<DGNF
6BECD<OF<5
5D54?LA4O >B@@GA<>4F<O
/A=>ABP, 3@0<>B=>ABP 8 C2065=85 2 @5G8 4 >A=>20 20H53> 8<8460.
%;CH09B5 2=8<0B5;P=55, G5< 3>2>@8B5. %;>20 4>;6=O 1OBP
?@>4C<0=O 8 0CB5=B8G=O.
46=O5 =46O><:
:B82=>5 A;CH0=85
'5B:0S 0@B8:C;SF8S
71530=85 60@3>=0 157 =5>1E>48<>AB8
%2>52@5<5==>ABP 2 >B25B0E
5=EF6<O 646=55 E?>6. R48 70<5G0RB, A>>B25BAB2CRB ;8 20H8 ?>ABC?:8 20H8< A;>20<. >A;54>20B5;P=>ABP <564C A;>20<8 8 459AB28S<8
A>7405B 4>25@85 8 C2065=85. 15I0=8S, :>B>@O5 2O 2O?>;=S5B5, @5?CB0F8R, :>B>@CR 2O AB@>8B5, 4 QB> DC=40<5=B 20H53> 8<8460.

9.

>445@64=85 8 @4768B85
8<8464: 8=4<8G5A:89
?@>F5AA
%B;84A<9 <@<8:4 4 QFB A9 B8ABD4;B64S ;484G4, 4 CBEFBSAAO= CDBF9EE.
<D
@9AS9FES, 6O D4;6<649F9EP, CBS6?SRFES AB6O9 6B;@B:ABEF< < 6O;B6O.
1
>=<B>@<=7
$97G?SDAB CDB69DS=F9, >4> 64E 6BECD<A<@4RF. I<F9 B5D4FAGR E6S;P,
4A4?<;<DG=F9 D9;G?PF4FO.
2
84?B4F<O
%B69DH9AEF6G=F9 Q?9@9AFO <@<8:4 A4 BEAB69 @9ASRI<EES
B5EFBSF9?PEF6 < F9?9=.
3
$>AB
$4;6<64=F9 AB6O9 A46O><, D4EH<DS=F9 >B@C9F9AF<<, G7?G5?S=F9
;A4A<S 6 E6B9= B5?4EF<.
4
CB9=B<G=>ABL
EF464=F9EP 69DAO E959. GGH<= <@<8: 4 QFB G9EFAB9 BFD4:9A<9
64H9= CB8?<AAB= ?<GABEF<.

10.

<<46 >4> <=AB@C<5=B
CA?5E4
@<8: 4 QFB A9 @4E>4, >BFBDGR 6O A489649F9 8?S 8DG7<E. -FB 6OD4:9A<9 64H97B 6AGFD9AA97B @<D4, 64H<E F9AABEF9= < 4@5<F<=. !<?PAO=,
4GF9AF<GAO= <@<8: BF>DO649F 869D<, EB;849F 6B;@B:ABEF< < CB@B749F 64@ D94?<;B64FP E6B= CBF9AF<4?.
=65AB<@C=B5 6 A55O
C4PB5 ?>A?54>64B5?P=O
AB464=B5AP 4CB5=B<G=O
4;6<F<9 <@<8:4 4 QFB <A69EF<F<S 6
4H< E?B64, 89=EF6<S < 6A9HA<= 6<8
GGH<= <@<8: EFDB<FES A4 G9EFABEF< <
64HG >4DP9DG, BFABH9A<S < EG4EFP9.
8B?:AO D45BF4FP 6@9EF9.
EBBF69FEF6<< 6AGFD9AA<@ F9AABEFS@.
4G=<F9 E97>8=O. DB698<F9 E4@B4A4?<;, BCD989?<F9 64HG F9?96GR 4G8<FBD<R, D4;D45BF4=F9 EFD4F97<R. B@A<F9: 64H <@<8: 4 QFB 64H4
E<?4. ECB?P;G=F9 97B @G8DB 8?S 8BEF<:9A<S GEC9E4 < E4@BD94?<;4F<<.