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?? ???? ????? ??? ??????? ???????????: ???? ????? ????? ??????? ???????? ??????? ?????????

?? ???????? ??? ?????? ?????? ?????????? ????? ????? ?????? ??????? ??? ???????? ??????? ???? ??????? ?? ?????? ????? ?????. ????? ??????? ?????? ?? ????? ????? ?????????? ?????? ???? ??? ?? ???? ????? ??? ???????? ?? ????? ??????. ????? ????? ??????? ???????????? ????? ????????? ??????? ???? ????? ?? ????? ??? ??????? ????????? ???????? ???? ?????????? ?????? ????? ??????? ????? ??? ??? ??? ?????? ??? ????? ?? ??????? ???????. ??? ???? ??????? ??????? ???????? ??? ????????? ?????????? ??????? ??????? ???????? ?????? ??? ????? ??????? ????????? ????? ?? ??? ????? ?? ????? ??????? ?????? ??? ?????? ???? ??????? ?????? ?????? ??????? ??? ??????. ??? ???? ??? ??????? ??????? ?????? ?? ???? ???? ?????? ???????? ???? ?????? ????????? ??? ????? ???? ???? ???????? ?????? ??? ????? ??????????. ???? ???? ????? ?? ??????? ??????? ?????: ??????? ??????? ????? ?? ?????? ??? ???????? ???? ????? ??????? ????????? ??? ????? ???????. ????? ??????? ??????? ?? ?????? ????? ???????? ???? ????? ????? ?? ????? ????? ??????? ???? ?????? ??????????? ????? ??????? ?????????? ????? ????? ??? ??? ??,??? ?? ???? ??? ?? ??????? ?????? ????? ?? ??? ??????? ??????? ?????? ??? ????? ????????? ?????? ?????????.

???????? ??????? ?????? ????? ??????? ???????? (DTC): ?????? ???????? ???????? ?????????? ???? ?? ??? ??????

??????? ????????? ?????? ?? ???? ????? ??????? ????? ????? ????? ?????? ??????? ???????? ???????? (DTC). ???????? ?? ?? ????? ???????? ??? ???????? ???????? ??????? ????? ??? ?? ???????? ???????? ?????????? ????? ?????? ?? ??????? ?? ????? ?? ?????? ??? ???????? ?? ????? ????. ?????? ?????? ??? ??? ????? ?????? ???????: ?????? ???????? ??????? ???? ?? ????? ?? ??? ?? ?? ????? ?? ????????? ????????? ??? ???? ??????? ??? ????? ??? ????????? ???????? ?? ?????? ?????? ???????? ??? ????? ??????? ?????????? ????? ????? ?????? ????? (SEO). ?? ???? ????? ?????????? ???? ?????? ???? ?????? ?????. ?????????? ???????? ??????? ????? ???? ????? ????? ?????? ??? ?????? ??????? ?? ????? ?????? ?????? ????? ??? ????? ????? ?? ????? ??????. ??? ???? ????? ????? ?? ??? ????? ????? ???? ?? ???????. ???????? ??????? ???? ?????? ?? ????????? ???????? ????? ?????? ??????? ????? ????? ?? ?? ?????. ??? ?????? ?????? ???????? ????????? ??????? ?? ???? ??????? ??? ?????? ??? ???????? ??????? ??? ???????? ???????. ??? ???? ?????? ??????? ???????? ???????? ???????? ????? ???? ????? ???? ?? ?????? ??????? ??? ????? ?????. ?????? ????? ??????? ???? ???? ??? ???? ??? ???? ?? ????? ??? ???????? ??????? ?????? ?? ????? ??? ??????? ???????? ?????????? ??????? ??????? ??????? ??????? ?????????.

???? ????? ???????? ????????????: ??? ?????? ?????? ??????? (B2B) ??? ??????? ??????? ?? ???????? (DTC)? ?????? ????

??? ????? ???? ??? ???????? ??? ??????? ??????? ?? ??????? ??????????? ??? ??? ??????? ?? ?????? ????? ????? ??????: ?????? ???? ???? ??? ????? ???????? ??? ?????? ????? ????? ???????? ??? ????? ?? ???????? ????????? ???????. ????? ???????? ??????? ???? ?????? ????? ????? ??????? ??? ?????? ????? ??? ????? ??????? ?? ???? ??????? ???????? ???????? ???????? ???? ????? ?????? ?????? ??? ?–?? ???? ???? ???????. ?????? ??????? ????? ?? ???? ?????? ??? ????? ??????? ????????? ??????? (NKBA)? ??? ??? ??????? ???? ????? ?? ????? ?? ???? ???? ????? ?????? ??? ??? ????? ??? ??? ???? ???? ??? ??? ????? ?????? ?? ????? ????? ??????? ????. ??? ????? ??????? ?????????? ????? ???????? ???? ??????? ???????? ??????? ???? ???? ??????? ??????? ???? ????? ?????? ???????? ????? ??? ???? ??? ???????? ???? ?????? ????? ?? ?????? ?????. ??????? ?? ????? ????? ??? ????? ?? ???????? ????? ??? ?? ????? ??? ???? ???????? ???????? ?? ????? ??? ???? ?? ??????? ??? ??????? ??? ???????? ???????? ???? ????. ??? ???? ????? ????? ??? ???????: ?? ??????? ????? ??? ??????? ????? ??????? ?? ??? ??? ???? ?? ??????? ?? ?????? ??? ????? ?????? ??????????? ???? ????? ???? ?????? ????? ?? ??? ?????. ??? ?? ??????? ??????? ?????? ???? ????? ?????? ?????: ????????? ??????? ???? ????? ????? ?? ????? ??????? ???????? ????? ???? ??????? ???????? — ??? ??? ?????? ?????? ????????? ?? ????? ??????? ?????? ?????? — ???? ???? ??? ????? ???????? ????? ???????? ??????? ??????? ??? ?????????? ???????? ?????????. ???????? ???? ??????? ??????? ??? ??? ???? ?????: ???? ?????? ??? ??????? ??????? ???? ?????? ????? ???? ??? ???????? ??? ??????? ?? ??????????? ??????? ????? ???? ??????? ??????? ????? ???????? ??? ????? ?? ??? ??? ???????.

???????? ???????: ??? ?????? ?? ????? ???????? ?????????? ??????? ?????? ????? ????

?????????? ?? ?????? ??????? ?????? ???????? ??? ??????? ??????? ???????? ???????? ??? ???????? (DTC). ????? ??????? ??????? ????????? ?? ???? ????? ?? ??? ?????????? ?? ??????? ?????????? ????? ???? ?????? ???????— ??? ???? ????? ??? ???????.

????? B2B2C: ??????? ???? ?????? ??????? ???? ?????? ??????? ??????? ??? ???????? ??? ??????? ????????

???? ??????? ?????? ?? ???? ?????? ??????? ???????? ??? ?????????? ??? ??????? ????????? ??????? ???????? ????? ?? ????? ????? ????? ?? ?????. ????? ??????? ?????? ??????? ?????????? ?? ???????? ???? ????? ???????? ?????? ??????? ?? ??? ???????. ?????? ?????? B2B2C ?? ??? ??????? ?????? ???????? ?????? ?????? ????? ??????? ?????????? (DTC) ???? ?????? ??? ???? ??????? ??????? ?? ????? ????? ????? ????? ??????. ????? ???? ???????? ???????? ??? ????? ????? ??????? ??? ??? ??? ????? ????? ???? ???????? ?? ???????? ???????? ??????? ??? ????? ????? ????????? ???????? ????????? ???????? ???????? ?????? ?? ???????. ???? ???? ??????? ???? ???? ???? ????? ????? ???????? ?? ??? ?????? ????? ??????? ???????? ?????????? ????? ????? ?? ????? ????????? ??? ????? ??? ?? ???? ?? ????? ??????? ??????????? ??? ?????? ???????? ???????? ????? ?????? ????? ??????? ???? ?????? ??? ????? ???????.

??????? ?????????: ??? ???? ???????? ??????? ?? ??? ?????? ??????? ??????? ??????????

?? ??????? ?????? ????? ??????? ??????? ????? ?? ????? ????? ?????? ?????? ?? ????????. ?????? ????? ???????? ??????? ????? ?? ???? ???? ??? ???? ????? ????? ??????? (SKUs) ?? ??????? ????????? ???? ????? ???? ?????????? ?????????? ???? ??????? ????? ????????? ??????. ???? ???? ??????? ???? ????? ?? ????? ??? ????? ??? ???????? ???????? ???????? ??????????. ??? ????? ????? ???? ????? ???? ?????? ???? ??????? ???????? ?? ????? ????? ??????? ??????????. ???????? ?????? ?????? ?? ?? ???? ??? ???????? — ??? ??????? ???? ?????????? ?????? ??????? ?????? ????????? ??????????? ?? ???? ????????? ??? ?????? ???????. ???? ???????? ????? ???? ?? ????? ??????? ???? ??????? ????????. ????? ?? ??? ???????? ?? ???? ?????? ????? ???? ??????? ?? ??????? ????????? ????? ???????? ???? ????? ??????? ?????? ????????? ???? ??? ??????? ???? ????? ????? ???????. ???? ???? ??????? ????? ???? ???? ????? ????? ????????? ?? ???? ??????? ???????? ?? ????????? ??????? ??? ??????? ????? ???? ?????? ???????. ?????? ????? ?? ?????? ???? ????????? ?????? ?????? ???????????? ??????? ?????? ????? ??????? ????????. ????????? ?????? ?? ????? ???? ??????? ????? ????? ???? ???? ???????? ??????? ??????? ???? ????? ?? ??????? ???? ????? ????.