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Átírás

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2 KoHTeKcT ,4_J04JiM ta.~ - -.,~~ 1\ICrA!Jt ~ ~ Competitiveness -._; Foundation of.. Armenia HacToHrn;Hii,n;OK)'MeHT co.n;ep)kht rrpome~o~ihhih OJ"qeT o pe3yjihtatax HCCJie,z:J;OBaHHH, rrpobe,n;ehhoro <I>OH,li;OM HaQHOHaJibHOH KOHKypeHTOCTIOC06HOCTH ApMeHHH COBMeCTHO c McKinsey B pamkax rrpoekta «06ecrre~eHHe KOHKypeHTHbiX 11 yctoii~hbhix abhanepebo3ok B ApMeHHH». BbiBO,ll;bl OCHOBaHbl Ha pe3yjihtatax 6oJiee ~em 50 HHTepBbiO, 6oJiee ~em 25,li;OK)'MeHTOB H OJ'qeTOB, a TaK)Ke ahajih3e H H3~eHHH KOHKpeTHbiX CJI~aeB AHaJIH3 OCHOBbiBaeTCH Ha,n;aHHbiX HaiiieH HaHJI~IIIeH ou;ehkh, B OCHOBe KOTOpOH - pe3yjihtatbl HeCKOJibKHX HHTepBbiO H OilbiT,n;pyrHX CTpaH HacTOHIIJ;Hii.n;oK)'MeHT,n;oJI)KeH paccmatphbatbch KaK e,n;hhoe u;ejioe, a co.n;ep)karn;hech B HeM,n;aHHhie ahajih3a H 3aKJIIO~eHHH He MOryT paccmatphbathch BHe KOHTeKCTa. 111cT04HIIIK: McKinsey <#>

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4 OcHOBHhie BhiBO)l;hi (1/ 2).,~~ 1\ICi=A fjt.. Competitiveness..._; Foundation of.. Armenia i",a.;.. l/13 HeCKOnbKLt1X eap1.1ahtob pewehlt1111, o6cy>t<p.abwlt1xcfl Ha npownolll sctpe4e, npoweawelll 13 asrycta, 3 BbJrnfiAfiT Ha1.16onee nepcnektlt1bhbjmlt1 Anfl ApMeHI.11.1 noni.1ti.1ka OTKpbiTOrO He6a 6e3 noaaep>kklt1 MeCTHOrO nepeb0341.1ka CO CTOpOHbl npablt1teilbctba C noaaep>kkoiii MeCTHOrO nepeb0341.1ka CO CTOpOHbl npablt1teilbctba «YnpaBnfleMOe» OTKpblTOe He6o C 3a~Lt1TOIII MeCTHOrO nepeb0341.1ka noni.1ti.1ka OTKpbiTOrO He6a 6yAeT OKa3bJBaTb Hai.160nbWee nono>klt1tenbhoe Bnl.1fiHLt1e Ha 3KOHOMI.1Ky, 3aHfiTOCTb 1.1 ymehbwehlt1e Tap1.1cpOB (3a C4eT KOHKypeHL.1Lt1Lt1), OAHaKO 3TI.1 npe1.1my~ectsa He MoryT 6bJTb peani.130bahbj Ja OALt1H AeHb Asl.1aKoMnaHLt11.1 c Ani.1TeilbHbJMLt1 l..ilt1knamlt1 nnahlt1posahlt1fl op1.1ehtlt1pytotcfl npe>t<p.e scero Ha COOTHOWeHLt1e p1.1cka 1.1 np1.16blnl.1 np1.1 BbiXOAe Ha HOBble pbihklt1 Asl.1aKoMnaHI.11.1 OTAatOT fibhoe npean04tehlt1e noni.1ti.1ke OTKpbJToro He6a no cpashehlt1to c «ynpabnflembim» OTKpblTbiM He60M Aa>Ke B cny4afix, KOrAa OHI.1 fibilfltotcfl l..leilebbim nony4atenem COOTBeTCTBYtO~Lt1X npe1.1my~ectb. Ecn1.1 He 6yAeT C03AaH Hal..ILt10HanbHbllll nepeb0341.1k, C 6ecnOKOIIICTBOM no noboay sonpocoe 6eJonacHOCTLt1 HY>KHO 6yAeT aktlt1bho pa6otatb «YnpaBnfleMOe» OTKpbiTOe He6o 6yAeT 3a~Lt1~aTb MeCTHOrO nepeb0341.1ka, OAHaKO TaKOe npe1.1my~ectbo ymehbwlt1t KOnl.14eCTBO Lt1HOCTpaHHbiX nepeb0341.1kob, KOTOpble np1.1ayt Ha pblhok, B CBfl31.1 C OTCYTCTBLt1eM 6e30naCHOCTLt1, o6ecne41.1baemoiii peryn1.1pobahlt1em, 1.1 6tOpOKpaTLt1elf1 (Hanp1.1Mep, He06XOALt1MOCTb o6pa~atbcfl 3a npeaoctabilehlt1em KOnl.14eCTBa pelllcos) <#>

5 OcHOBHhie BbiBO~bi (2/2).,~~ 1\ICi=A!Jt.. ;.:.:_ Competitiveness -.; Foundation of.. Armenia npoaymahhas:l nocileaobateilbhoctb OCTaBJls:leT BCe BapltlaHTbl OTKpb1TbiMlt1, Hanplt1Mep, 3a C4eT C03AaHlt1s:i cpeabl orkpbitoro He6a lt1 cpopmlt1posahlt1s:i rehaephoro npot..tecca, o6ecne4lt1batoll.lero >Klt13Hecnoco6Hocrb npe>t<ae scero MeCTHbiX nepeso34lt1kob. TonbKO npltl orcyrctblt1lt1 MecrHoro nepeb034lt1ka lt1 npltl ycnoblt1lt1 orcyrctbltls:i lt1hocrpahhbix aslt1akomnahlt1171 Ha scex «o6s:~3arenbhbix» MapwpyTaX, npeaoctabils:letcs:l noteht..tltlailbhas:l noaaep>t<ka CO CTOpOHbl npablt1teilbctba npltl OTCYTCTBlt1lt1 MeCTHOro nepeb034lt1ka BOnpOCbl, KaCaiOLl.lltleCs:l 6e3onaCHOCTlt1, AOil>KHbl pewatbcs:l aktltlbho, Hanplt1Mep, 3a c4et nplt1bile4ehlt1s:i nocrabllllt1ka ycnyr, 3aHlt1MatOLl.lerocs:~ 3Kcnnyarat..tlt1e171 B03AYWHbiX CYAOB B Kplt13lt1CHbiX perltlohax 3KcnopTHble o6bembl ApMeHlt1lt1 sepos:~rho He s:ibils:iiotcs:i AOCTaT04HO 60ilbWlt1Mlt1, 4T06bl pa3blt1tb nplt1bilekarenbhbl171 6lt13Hec aslt1anepeso3ok lt1/lt1illt1 cpyhkl..tlt10hlt1posarb B Ka4ecrse rpy3osoro y3na Ails:! cnet..tlt1ajllt13lt1pobahhbix rpy30bbix ablt1akomnahlt1171 B t..tens:~x o6ecne4ehlt1s:i ycnewholll peanlt13al..tlt1lt1 Hosolll nonlt1tlt1klt1 Heo6XOA111MO pa6orarb c 3 CAep>t<111BatOLl.llt1Mlt1 cpakropamii1 06ecne4lt1Tb >Klt13Hecnoco6HOCTb MeCTHbiX nepeb034lt1kob 3a C4eT cpopmlt1pobahlt1s:l npo3pa4hofo lt1 06beKTII1BHOro npot..tecca Ot..teHKII1 C AOCTaT04HO BbiCOKII1M noporom - He3aBII1Clt1Mbl171 oprah, yrsep>t<aatoll.lll Hec-nnaHbl nepecmotpetb TeKYLliYIO CTPYKTYPY rehepailbhofo ynpasnehiits:l rpa>t<aahckoiii aslltal..tll pa3aenehlt1e opraha, onpeaeils:ltolllero nonlt1tii1ky lt1 peanli13ytoll.lero ee, lt1meer Kpii1Tlt14ecKoe 3Ha4eHlt1e BKilaAbiBaTb cpeactba B pa3bii1tlt1e cekropbl ryplt13ma B t..tens:~x ysenll14ehii1s:i KOI11114ecrsa Typlt1CTOB 111cT04HI!1K: McKinsey <#>

6 113 HeCKOJibKHX BapHaHTOB pernehhm 3 BbirJIH,[VIT HaH60Jiee rrepcrrekthbhbimh,ll;jih ApMeHHH CTeneHb 11M6epai1M3ai..\MM OTKpbiToe He6o ~ ~ C,J 0TCYTCTBII1e orpahii14ehii1vi Af17l 111HOCTpaHHbiX nepeb034111kob 0TCYTCTBII1e noaaep>kkii1 MeCTHOrO nepeso34111ka co CTOpOHbl npabvit8jlbctba He4enecoo6pa3Ho s CB7l3111 CO CJ10>KII1BW8VtC7l noj1111tii148ckovt CII1TY841118Vt.,~~ 1\ICi=A fjt.~ KOI111148CTBO BblrOAHbiX HanpasneHII1illll1 l..factota peillcos sepos:ttho H8AOCT8T04HO B8Jlii1K111, 4T06bl ~~ Competitiveness -._; Foundation of.. Armenia no,qp06hoctif1 Ha Cile,QyiOI..LIIflX cnaii1.qax o6ecne4111tb C03AaHII1e pa3bii1toill C8TII1 B03AYWHOro TpaHcnopTa «YnpaBilSieMoe» OTKpbiTOe He6o oe3 MeCTHOrO nepeso34111ka HeT He06XOA111MOCTII1 B 3a~II1Te/orpaHII14eHII17lX He4enecoo6pa3Ho s CB7l3111 CO CJ10>KII1BWeillcs:t noj1111tii148ckovt CII1TY84111eill KOI111148CTBO BblrOAHbiX HanpasneHII1ill 111 l..factota peillcos sepos:ttho H8AOCT8T04HO B8J1111K111, 4T06bl o6ecne4111tb C03AaHII1e ~ Ill~ PoeT 0TCYTCTBII18 MeCTHOrO nepeso34111ka nepeb03'1mk MecTHblill cp111n111an COBMeCTHOrO perll1ohanbhoro nepeso34111ka MecTHblill He3aBII1CII1Mblill peillcosblill nepeso34111k MecTHbiVI He3aBII1CII1MbiVI nepeb034111k np111 Haflll a3poy3na IIICTOI..fHiflK: McKinsey <#>

7 1 0TKpbiTOe He6o -~~~ 1\.lc--:A, llojihthka OTKpbiTOrO He6a,n;aeT Ka)K,ll;OMY rrepeb03"l!hky rrpabo t- C I' ~~~ a'..., A.,. Competitiveness BbiiiOJIH.HTb pehcbl B pmehhio H H3 Hee.;. Foundation e ~t Armen1a 0nMC3HMe npeaoctabnehvie nonhero Ha6opa CB060A B03AYWHOrO npoctpahctba 60I1bWOMY KOilVI4eCTBy CTpaH Ha B3aVIMHO~ OCHOBe 6e3 KaKVIX-IlVI60 orpahvi4ehvi~ no KOI1VI4eCTBY nepeb034vikob, KOilVI4eCTBY pe~cob, MO~HOCTfiM, HanpaeneHVIfiM VI LleHaM OTcyTCTBVIe Heo6XOAVIMOCTVI yteep>kaatb pacnvicahvie - n106o~ nepeeo34vik, >KenaiO~VI~ BblnonHfiTb pe~cbl e ApMeHV110/V13 ApMeHVIVI, MO>KeT 3TO AenaTb (ecnvi oh cooteetcteyet CTaHAapTaM 6e3onaCHOCTVI VI npvi Hai1VI4VIVI AOCTynHbiX MO~HOCTe~ a3ponopta) npo3pa4hafl AenoBafl cpeaa VI aktvibhafl MapKeTVIHfOBafl KaMnaHVIfl, He06XOAVIMble Ailfl npv1ene4ehvifl VI YAep>KaHVIfl VIHOCTpaHHbiX nepeeo34vikob YeenVI4eHVIe KOI1VI4ecTea pe~coe VI HanpaeneHVI~, BblnonHfleMbiX VI o6cny>kvibaembix KpynHe~WVIMVI Me>KAyHapOAHbiMVI nepeb034vikamvi VI 610A>KeTHbiMVI abviakomnahvifimvi VI B03MO>KHO MeCTHbiM nepeb034vikom Heo6XOAVIMO onpeaeilvitb cpopmy noaaep>kkvi MeCTHOrO nepeb034vika CO CTOpOHbl npabviteilbctba );;> 0TCYTCTBVIe noaaep>kkvi MeCTHOfO nepeb034vika CO CTOpOHbl npabviteilbctba MeCTHbl~ nepeb034vik Ha pabhbix KOHKypVIpyeT C VIHOCTpaHHbiMVI nepeb034vikamvi );;> noaaep>kka MeCTHOfO nepeb034vika CO CTOpOHbl npabviteilbctba B Lleilf!X nobbiwehvifl KOHKypeHTOCnOC06HOCTVI no cpabhehviio C Me>KAyHapOAHbiMVI KOHKypeHTaMVI MeCTHbl~ nepeb034vik TaK>Ke MO>KeT pa60tatb B napthepctbe C VIHOCTpaHHO~ abviakomnahvie~ (npeabapviteilbhoe ycnobvie: CHfiTVIe orpahvi4ehvi~ Ha VIHOCTpaHHYIO C06CTBeHHOCTb) VICT04H111K: McKinsey <#>

8 LOTKPbiToe He6o v llojilitmka OTKpbiTOrO He6a o6ecrre"t.j:mt C03,ZJ;aHMe 3Ha"tJ:MTeJihHOM CTOMMOCTM c TO"t.J:KM 3peHM.H BJIM.HHM.H Ha BBII, o,n;hako oha corrp.h)keha.,~~ f\ici=a fjt~ ;,o;&.:_ Competitiveness -..; Foundation of C phckamm, KOTOpbiMM He06XO,li;MMO yrrpabji.htb.. Armenia Bn&.UIHMe B 2016 r. KalleCTBeHHaSI 04eHKa rny6hh3 H WHpOTa ceth npo3payhoctb H 3AMHHHCTpaTHB Hble pacxoabl 3cpcpeKT CHrHana nonhasi 3aSHCI!lMOCTb C03AaHio1SI pa3sio1toh CeTH S03AYWHOrO rpahcnopra s ApMeHHH or Aenosbtx pewehhi1, nphhhmaembix HHOCTpaHHbiMH nepes0341o1kamio1, S OTCYTCTSHe MeCTHOrO nepeso34hka PHCK, 4TO He see «06SI3aTeilbHble» Mapwpyrbl 6yAyr OXSa4eHbl norehlihailbho SbiCOKaSI AOilSI pei1cos Me>t<Ay nyhktamh, onpeaei1sii mi1csi 60ilbWel1 npeactasnehhoctbio S HI1X 610A>KeTHbiX nepes03411kos nosbtwehi1e npo3pa4hocth 11 ymehbwehhe 610pOKpaTHH (HanpHMep, pa3pewehi1e Ha sbtnonhehi1e pel1cos s ApMeHHIOIH3 ApMeHH11, npeaocrasnhemoe 6e3 Heo6xOAHMOCTH yrsep>t<aehhsi) - ymehbwehiole piiicka AflSI HHOCTpaHHbiX nepes0341o1kos I nono>khteilbhbih CHrHail, KaCaiOI.I.IHHCSI OTKpbiTOCTH ApMeHHH AflSI TOprOSillr1 Ill CTir1MYI111pOSaHHSI pbihka --~== no,[lp06hocn'l Ha KonHllecTBeHHaSI 04eHKa 1 YMeHbWeHMe c6opoe YeenMYeHMe nacc3>kio1ponotokob Co3AaHMe pa6oymx MeCT B Macwra6ax scel1 3KOHOMI1KI1 MecTHbtl1 nepeso3411k 2 D 1 3.)rcyrCTBHe MeCTHOrO nepeeo3yhka -9-11% % HIA BnMHHMe Ha BBn, 0,3-0,4 MilPA AOnnapos CWA - 3% OT BBn cnali,[lax b C MeCTHbiMH nepeb0341r1kom, cy6cha1o11o1, npeaoctabnremble 1 b C MeCTHbiM AflSI AOCTM>KeHMSI nepeb03yio1kom, ypobhh C60pOB 6e3 cy6cmamh KOHKYpeHroe % % ,3-3% OT BBn % % ,4-3% OT BBn CocTOSIHHe MeCTHOrO nepeso3yhka ce30nachoctb/ 3KcnnyaTal.IHSI npe3haehtckoro camonera MecrHbtl1 nepeso34hk 11CnbtTbtsaer s03ael1crshe Me>KAyHapOAHOH KOHKypeH1.1Hir1 S noilhom 06beMe - notehlihailbhasi norpe6hoctb S noaaep>t<ke CO CTOpOHbl npashteilbctsa 0AHaKO y4acthe npashteilbctsa MO>KeT HeraTHSHO nosillolsitb Ha neperosopbt o 3aKI1104eHHH AOrosopos o Illo16epanlo13al.ll111 (HanpHMep, c EC) II Heo6XOA11Ma akti1shah pa6ora _s 3TOM HanpasneHHI>l, ecillol He 6yAeT C03AaH MeCTHbll1 nepes03411k CoorHoweHMe nplo16blnlo1 lo1 y6bitkob MeCTHOrO nepeeo3ymka MnH AOnnapos CWA nepbohayanbhble 33TpaTbl, MnH AOnnapos CWA HIA HIA Y6biTKI1 5-6 S roa -50 I Y6biTKI S roa -75 Hau6onbwee C0308HUe cmoumocmu onfl 3KOHOMUKU, HO aapuahm aepoflmho He)I(U3Hecnoco6eH 6e3 noooep)i(ku 1 K 2016 f., no cpaehehhio C Cy[4eCTBYIOL4HM nojlo>kehhem (KOJl-BO nacca>t<hpob Ha 2013 f.,pacryt4ee BMeCTe C BBn), CKOppeKTHpOBaHHbiM B COOTBeTCTBHH C HH lmll.lhe~ ; BblpyYKa OT rpy30nepeb030k He yyhtbibaetcsl 2 BKnt04aSl nphmepho 30 nhnothbix npoektob 6e3 cy6chah~ "' nphmepho 70 nhnothbix npoektob c cy6chahslmh - 3KBHBaneHT nphmepho 2% or o6t4ero COJAaHHSl pa6o4hx Mecr 3 Bo ecex perhohax, KpoMe EC- He paapewaetcsl B COOTBeTCTBHH C nono>kehhslmh 0 CnpaBeAJlHBO~ KOHKYpeHL.lHH 14cT04HHK: Diio Mio; Hal.lHOHanbHaSl crarhcth4eckasl cny>t<6a ApMeHHH; a3ponopr 3eaprHOL.l; 14ccneAOBaHHe no ryph3my USAID, 2007 r.; BceMHpHbl~ 6aHK; lata Monitor; ICAO; AMepHa6aHK; Global Insight, ahan;,a L ~npeccbl H OTYeTbl aham1thkob <#>

9 2 «YnpaBIUieMOe» OTKpbiTOe He6o B CJiyqae pea.tih3au;iur rrojihthkh «yrrpabji.hemoro» OTKphiToro He6a,z:I;pyrHM ctpaham rrpe,z:i;octabji.hetc.h IIOJIHhiH Ha6op CB060,z:I; B03,ll;yniHOrO rrpoctpahctba O,ll;HOBpeMeHHO C 3all(HTOH MeCTHOrO rrepeb03"lihka Ha Maprnpyrax, HMeiOII(HX KpHTH"lleCKOe 3Ha"lleHHe.,~~ r\ici=a!jt.~.._.!.,~ Competitiveness Foundation of.. Armenia 0nMC3HMe npeaoctabnehii1e npas Ha nonhbivj Ha6op CB060A B03AYWHOrO npoctpahctba MHOrii1M CTpaHaM Ha B3aii1MHOVJ OCHOBe «Ynpasns:~eMoe» OTKpbiTOe He6o B pa3nw lhbix notehl1111anbhbix cpopmatax, HanpasneHHbiX Ha 3a~111Ty MeCTHoro nepeso34111ka ~ nonhoctbio OTKpbiTOe He6o TOnbKO Anfl Bbl6paHHbiX CTpaH (Hanp111Mep, EC) ~.QsyCTOpOHHII1e AOrOBOpbl, HO C HeKOTOpbiMII1 orpahii14ehii1fimii1 (Hanpii1Mep, no nfitovj 111 wectovj CB060Ae 1 111n111 KOnll14eCTBY nepeb034111kob, AOnycKaeMbiX Ha MapwpyTbl, 111Me10~111e Kpii1TII14ecKoe 3Ha4eHII1e Anfl MecTHoro nepeso34111ka) Ysenll14eHII1e KOnll14eCTBa pelllcos 111 HanpasneHII1111, BblnOnHHeMbiX 111 o6cny>kii1baembix KaK MeCTHbiM nepeb034111kom, TaK 111 KpynHeVJWII1MII1 Me>KAyHapOAHbiMII1 nepeb034111kamii A>KeTHbiMII1 abii1akomnahii1fimii1 AKTII1BHafl MapKeTII1Hrosas:~ KaMnaHII1fl 111 ct111myn111posah111e, Heo6XOA111Moe Anfl npll1sne4ehii1fl 111 yaep>kahii1fl 111HOCTpaHHbiX nepeb034111kob Heo6XOA111MO onpeaenii1tb cpopmy noaaep>kkii1 MeCTHOrO nepeb034111ka CO CTOpOHbl npabii1tenbctba (B TOM 4111Cne cp111hahcobovj) 1 nsnas1 cso6o,qa: nepeb03l4tb nacca>kl-tpos L-13 csoe~ ctpahbl, npl-t3emns1tbcs1 so BTopo~ ctpahe L4 netetb B TpeTbto ctpahy (L-tnL-t Hao6opoT) WecTaS1 cso6o.~:~a : nepeb03l4tb nacca>kl-tpos Me>K.Qy ABYMS1 ctpahaml-t asl-takomnahl-te~ TpeTbe~ ctpahbl no ABYM MapwpYTaM, coe.ql-ths1toll.il4mcs1 B csoe~ CTpaHe 111cT04HL-tK: McKinsey <#>

10 2 «YnpaBnHeMOe» OTKpbiTOe He6o IlOJillTllKa «yrrpabji.hemoro» OTKpbiTOrO He6a IIpll HaJilfqlflf MeCTHOrO rrepebosqhka,n;aet HaH60JihiiiHii rrojio)khtejihhhiii pesyjihtat, HO Tpe6yeT cy6ch,n;hii.,;.~~ 1\ICrA fjt-..,;&.:_ --e; Competitiveness Foundation of.. Armenia BllHHHHe B 2016 r. Kal.fecTBeHHa.R 04eHKa rny6hha Ill WHPOTa ceth npo3pa~hoctb Ill a,qmmhhctpathb Hble pacxo,qbl 3ct>ct>eKT CMrHana CocTOstHHe MeCTHOfO nepeao3~mka 6e3onacHOCTb/ 3KCnnyaT8LIHSI npe3h,qehtckoro camoneta 06ecne4eHVIe C03AaHVIS'l pa3bhtoh CeTH B03AYWHOfO TpaHcnopTa s ApMeHVIVI aa C4eT o6cny>kvibahvii'l scex «061'l3aTenbHbiX» MapWpYTOB, Aa>Ke ecnvi 3TO 3KOHOMVI4eCKVI HeBblfOAHO Anfl VIHOCTpaHHbiX nepeb034vikob napthepctbo B HHOCTpaHHbiM nepeb03~mkom o6ecne4vino 6bl 6biCTpOe cpopmvipobahvie HaBbiKOB VI B03MO>KHOCTelil VI ell.le 6onee WVIpOKYIO CeTb noctosihhble BbiCOKVIe 8,QMHHHCTp8TMBHble pacxoabl (HanpVIMep, Ha npeaoctasnehvie COOTBeTCTBYIOll.lefO KOnVIYecTsa pelilcos) noaqep>kka MeCTHOro nepeb034vika AOn>KHa 6b1Tb o~ehb np03pa~hoh, 4T06bl He OTnyrHyTb HHOCTpaHHbiX nepeb03~hkob (CM. «ApMaBVIa») I ii!hoctp8hhble nepeb03'1mkm notehl.im8nbho pa30~apob8hbl TeKyll.IVIMVI orpahvi4ehvis'lmvi VI CnO>KHOCTbiO aamvihvictpatvibhbix npoi..ieccob «YnpaBnl'leMOe» OTKpbiTOe He6o BblpaBHMBaeT B03MO>KHOCTM MeCTHOfO nepeb03~mka no cpabhehviio C Me)I{AyHapOAHbiMVI asviakomnahvis'lmvi nytem 3all.IVITbl MapWpYTOB, VIMeiOll.IVIX KpVITVI4eCKOe 3Ha4eHVIe HecMoTpl'l Ha 3TO, MeCTHast aamakomnahmst c 6onbWOH,QoneH BepOSITHOCTM 6y,QeT y6bito'ihoh - notehi..ivianbhal'l notpe6hoctb B cy6cviavii'lx I 0,QH8KO y<tactme np8bmtenbctb8 MO>KeT HeraTMBHO noanms~tb Ha neperosopbt o aaknl04ehvivi AOrosopos o nh6epanvi3ai..ivivi HanpVIMep, c EC) Ynpaone eu uec"'bl" nepeeoo o KollMI.feCTBeHHa.R 04eHKa 1 YMeHbweHHe c6opoa YaenH~eHHe nacc8>kmponotokob Co3,QaHHe pa6o~111x MeCT B MacwTa6ax scelil 3KOHOMVIKVI MecTH~Iil nepeb034vi ~ C MeCTHbiM nepeb031.fmkom,6e3 cy6cmamm -5-6% + 7-8% BnHstHHe Ha BBn, - 0,1 MnpA AOnnapos CWA - 1% ot BBn CooTHoweHHe nph6blnh 111 y6bitkob, MnH AOnnapos CWA nepboha~anbhble 38Tp8Tbl, MnH AOnnapos CWA Y6biTKVI 5-6 B foa -65 C MeCTHbiMIII nepeb031.fiiikom, cy6cmamm, npeaoct3bil.remble All.R AOCTM>KeHM.R ypobh.r c6opos KOHKypeHTOB % % ,2-2% ot ssn Y6biTKVI B foa K 2016 r., no CpaBHeHio110 C CylJ.leCTBYIOIJ.llo1M nodolkehio1em (KOD-BO nacgalkio1pob Ha 2013 r.,pactyij.lee BMeCTe C BBn), CKOppeKTio1pOBaHHbiM B COOTBeTCTBI;11;1 C lo1h<j:jdsll.llo1e~; BblpyYKa OT rpy3onepeb030k He yyio1tbibaetcsl 2 8Knt04aSl npio1mepho 60 nlo1dotob 6e3 cy6cio1aio1~ 1;1 npio1mepho 80 nlo1dotob C Cy6Cio1Aio1SlMI;1-3KBio1BaneHT npio1mepho 2% OT 061J.lero COJAaHio1Sl pa6041;1x MeCT 3 Bo scex perlo10hax, KpOMe EC - He pa3pewaetcsl B COOTBeTCT81;11;1 C nonolkehio1slmi;1 0 cnpabeadio1bo~ KOHKYpeHL.llo11o1 lilct04hi'ik: Diio Mio; Hal.li'IOHanbHaSl cratio1cti'i4eckasl cnylk6a ApMeHio11o1; aaponopr 3saprHOL.l; lilccneaosahi'ie no rypi'i3my USAID, 2007 r; BceMI'IpHbl~ 6aHK; lata Monitor; ICAO; AMepl'la6aHK; Global insight; ahanlo13 npeccbl 1;1 OT4eTbl ahafllo1tio1kob <#>

11 ,l(a.jke IIpH o6ecrrellehhh COOTBeTCTBH.H KpHTepH.HM IIpHH.HTH.H pemehhh abhakomiiahh.hm IIOTpe6yeTC.H OIIpe.n;eJieHHOe BpeM.H, ljt06hi pa3bephyth.n;e.htejihhocth no oka3ahhio ycjiyr B ApMeHHH.,,-.;:~ f\ici=a fjt~ -~~ Competitiveness -._: Foundation of.. Armenia KpHTepHH nphhrthr pewehhh a abhakomnahhh ~ YMeHbWeHHe phcka npoctota Ill np03pa4hoctb perynlilpobahi!i~ (OTKpbiTOe He6o HaMHOrO npeanoyti!itenbhee «ynpasn~emoro» OTKpbtToro He6a, Aa>Ke ecillil abi!iakomnahi!i~ ~Bil~eTC~ l..leilebbim nonyyatenem npei!imyll.lectb) MapKeTI!IHrosa~ noaaep>kka OTcyrcTBI!Ie MeCTHoro nepeb0341!1ka, noaaep>ki!ibaemoro rocyaapctbom Cyll.leCTBYIOLlll!le napthepbt B o6nacti!i TYPIII3Ma (Hanpi!IMep, ryponepatopbt) ~ 3KOHOMH4eCKaR nphsnekatenbhoctb npasa Ha n~ry10 CB060AY,IJ,OCTaT04HOe KOI11!14eCTBO peti!cob Afi~ pa60tbl B Ka4eCTBe scnomorateilbhotil asl!lakomnahi!iiil AI1H OCHOBHbiX MapWpYTOB H1113Ka~ ce30hhoctb Hlii3KI!Ie a3ponoptobbte c6opbt KaK BTopotl! no 3Ha41!1MOCTI!I Kpi!ITepl!lt/1 npi!ih~tiil~ pewehi!ih npo4ecc nllahhpobahhr B abhakomnahhh MO>KeT Ha'IHHaTbCR 3a 24 MeCR4a AO nllahhpyembix BbllleTOB nphmep H3 npakthkh easy Jet np04ecc nllahhpobahhr B abhakomnahhh End-product: Market Attractiveness ~ Rolling airport shortlist 0KOH'IamenbHOe.----;[Jonzocpot~Hoe pacnucahue: Mec. do ebtnema +-- pacnucahue: Mec. do ebmema,ij,ili!ihhblt/1 Cni!ICOK TeOpeTI!I48CKI!I B03MO>KHbiX HOBbiX HanpasneHI!Itil Cl>HnbTp I ~ Cni!IWKOM 6onbwoe paccto~hi!ie ~ Cni!IWKOM ManeHbKI!Itil ropoa ~ npa41!1enotehi..ii!iailbh~e npen~tctbi!i~ (Hanpi!IMep, OTCYTCTBI!Ie 6e3onaCHOCTI!I C T04Kiil 3peHI!I~ perynlilpobahi!i~) HanpasneHHR HanpasneHHR/peliicbt ahanh3hpyiotcr ahanh3hpyiotcr no no ~ Kon-sy np~mbtx ~ Kon-sy nacca>kiilpos nacca>ki!ipos ~ Kon-sy TpaH31!1THbtX ~,IJ,OXOAY ~ nacca>kiilpos BKilaAY ~ T111ny ~ TeMnaM pacta CaMOileTOB Cl>HnbTp II ~ Cni!IWKOM Hlii3KI!Itil nacca>ki!iponotok (Hanpi!IMep, MeHee 3 TbtC. nacca>ki!ipos B roa) <l>opmi!ipobahi!ie OKOH4aTeilbHOrD pacni!icahi!ih 111 pacnpeaenehi!ie ~ ~ ~ y npeailo>kehi!i~/pecypcos PacnlilcaHI!Ie PacnpeAeneHI!Ie napka B03AYWHbiX CYAOB nnahi!ipobahi!ie 3Kiilna>Kelii nnahi!ipobahi!ie pota' Ill TO l-1cto'-lhiak:,qehb IAHBecTopa 111 ahaniatiaka easy Jet 2008 r.; McKinsey

12 ~ 0 Cyrn;ecTByeT TPM ochobhhix orracehm.h, cb.h3ahhhix c,~-\.f\icra ~~~ Nat1onal OTCVTCTBMeM apm.hhckom abmakomiiahmm '~;. co!pj>ti~~i~it~;~1 J... Armen1a.. ~~ ~~~,, tlli ~... OnaceH1115~ 1. OnaceHIIIfl, CBfl3aHHble C H841110H8I1bHO~ 6e3onaCHOCTbiO --~==--~======= ~========~~ 01..\eHKa noap06hoch1 Ha cneayioi..liii1x cna~aax AHai11113 HeAaBHero Kp Ca co cmewahhbimii1 pe3yi1btatamiii - ymehbwehiiie 06beMOB nepeb030k H841110H8I1bHOrO nepeb034111ka, 06bi4HO Ha TOM >Ke ypobhe, 4TO Ill AI1fl IIIHOCTpaHHbiX nepeb034111kob.qa>ke ec11111 KOMMep4eCKII1e camonetbl npekpatfit netatb, HeCKOI1bKO cne41118i pob8hhbix KOMnaHIII~ CMory o6ecne4111tb Heo6XOA111Mble o6bembl '_ ~~ 2. 3KcnnyaTa4111fl n pe3111aehtckoro VlMeeTCfl HeCKOI1bKO 8I1bTepH8TIIIBHbiX Bapii18HTOB (cppaxtosahii1e 111 apehaa) 3KcnnyaTa npe3111aehtckoro cam on eta cam on eta Pacw111peH111e WKOI1bl nii1i10tob AO perlllohai1bhoro 4eHTpa 3. 06ecneYeHIIIe nepeaoboro onbita YenoseYecKoro KaniiiTana 06ecne4eHIIIe BbiCOKOKB8I1111cpii14111POB8HHbiX K8APOB 111 HIII3KII1X 3aTpaT Ha onnaty TPYAa AI1fl pacw111peh111fl AefiTei1bHOCTII1 B o6nactiii TO IIICTOYHIIIK: McKinsey <#>

13 1 OnaceHMfl, CBH3aHHble c Hal.\MOHanbHOM 6e3onacHOCTbto Borrpochi 6e3orracHOCTH, CB.H3aHHhie c HaU:HOHaJihHhiM rrepeb03"l!hkom, COIIp.H)KeHbi C 60JibillHM KOJIH"l!eCTBOM MHcpOB MV!cpbl TonbKO Hau,uoHanbHbiU nepeeo3'-iuk o6ecnellum mpahcnopmupoeky e KpU3UCHOU cumyau,uu -~~~ 1\ICi=A f~~.,~ Competitiveness -..; Foundation of.. Armenia -- n-oj:lp-o~h~retvr"h a LITo noka3bibaet onbit cnep,yta L1.11.1X cnavip,ax B cnyyae c apehao~ 803AYWHbiX CYA08 apehaoaateilb Ill MeeT npa80 pactoprhytb KOHTpaKT 8 Kp CHO~ CIIITya~llllll, ecillll He 6yAeT o6ecneyeho AOporocT051~ee ctpaxo8oe nokpbitiiie Ha~IIIOHailbHbl~ nepe803yiiik cmo>ket 8blnOilH51Tb pe~cbl TOilbKO nplll OTCYTCT aKpbiTIII51 803AYWHOrO npoctpahct8a CO CTOpOHbl COCeAHIIIX CTpaH B Kpu3uc KOMMepllecKue camonembl nepecma10m nemamb AHai11113 HeAa8Hero Kplll3111ca co CMewaHHbiMIII pe3ynbtatamiii - ymehbwehiiie 06beM08 nepe8030k Ha~IIIOHailbHOrO nepe803yiiik8, 06biYHO Ha TOM >Ke yp08he, YTO Ill AI151 IIIHOCTpaHHbiX nepe803yiiik08.qa>ke ecillll KOMMepYeCKIIIe CaMOileTbl npekpat51t IleTaTb, HeCKOilbKO cne~lllai p08ahhbix KOMnaHIII~ CMOry o6ecneyiiitb He06XOAIIIMble 06beMbl.Qpyro~ 8aplllaHT o6ecneyehiii51 o6bemo8 nepe8030k 8 Kpiii3111CHbiX CIIITya~III51X - 3TO coxpahehiiie AOCTynHbiX 803AYWHbiX CYA08 (HaXOA51~111XC51 8 C06CT8eHHOCTIII IIIIllll HaXOA51~111XC51 8 C06CT8eHHOCTIII Ill CAaHHbiX 8 apehay C npa80m OT3bl8a) MecmHb/U nepee03liuk oon>keh o6ecnellumb npuenekamenbhble KapbepHble 603MO>KHOCmU OnR 6bi6WUX nunomoe peakmuehbix ucmpe6umeneu ApM51HCKIIIe niiiilotbl 8biCOKO ~eh51tc51 Ha Me>KAyHapOAHOM pbihke TPYAa- npiiimepho n111noto8 «ApMa8111a» y>ke 3aKiliOYIIIIllll KOHTpaKTbl C IIIHOCTpaHHbiMIII nepe803yiiikamiii IIICT04HIIIK: McKinsey ----

14 _1_ OnaceHMH, CBH3aHHble c Ha~MoHallbHOH 6e3onacHOCTbiO llo apehp;yemhim camojietam apehp;op;atejib HMeeT rrpabo pactoprhytb v.,~~ r\icra!jt~ -e.; )J;OrOBOp apeh)j;hl B KpH3HCHOH CHrya~HH IIpH OTCYTCTBHH CTpaXOBOrO ;.o;a.;_ Competitiveness II OK:RbiTIDI _, Foundation of.. Armenia CTATbH 17: CnYYAI/1 HAPYWEHII1H 06H3ATEnbCTB 17.1 HapyweHMe o6h3ate11bctb ApeH.QaTopa (b) ApeHAaTop He o6ecne4vibaet ctpaxosoe nokpbitvie, Tpe6yeMoe s cootsetctbvivi co CTaTbelll 12 HacTo~~ero AOrosopa, nvi6o ApeHAaTop 3KCnnyaTV1pyeT 803AYWHOe CYAHO B TaKOe spem~ Vll1VI B TaKOM MeCTe, KOrAa VI rae CTpaXOBKa, Tpe6yeMa~ B COOTBeTCTBVIVI CO CTaTbell! 12, ~BJ1~eTC~ HeAeiiiCTBVITel1bHOIII, VIIlVI VIHbiM o6pa30m BbiXOAVIT 3a npeael1bl CTpaxosoro nokpbitvi~, o6ecne4vibaemoro s OTHoweHVIVI B03AYWHoro CYAHa CTATbH 18: npaba 111 CPE.QCTBA npabobol/1 3All\111Tbl 18.1 Cpe.QCTBa npaeoeoh 33li.\111Tbl npvi HaCTynneHVIVI J1106oro Cny4a~ HapyweHVI~ o6~3atel1bctb [... ] ApeHAOAaTenb VI MeeT npaso [... ] 3a~BVITb o HapyweHVIVI HacTo~~ero.Qorosopa apehabl VI [... ) VICnOI1b30BaTb OAHO Vll1VI HeCKOilbKO HVI>Kenepe4VICI1eHHbiX cpeactb npaboboii! 3a~VITbl B OTHOWeHVIVI Bo3AYWHoro CYAHa (a) [... ] c HeMeAneHHbiM pactop>t<ehviem HacTo~~ero.Qorosopa apehabl (c) Tpe6osaTb, 4T06bl ApeHAaTop [... ] HeMeAneHHO sephyn 803AYWHoe CYAHO VI see 3neMeHTbl o6opyaobahvi~ ApeHAOAaTentO Tpe6osaHVI~ AOrosopos apehabl 3KcnnyaTa4VI~ B03AYWHbiX CYAOB pa3pewaetc~ TOI1bKO npvi Hal1VI4VIVI CTpaXOBKVI, B npotvibhom cny4ae apehaatop C4VITaeTC~ HapyWVIBWVIM CBOVI o6~3atel1bctba 0AHaKO B nepvioa KpV13VICa CTpaXOBble KOMnaHVIVI 06bi4HO CHVIMatOT ctpaxosoe nokpbitvie Vll1VI Tpe6ytaT ynnatbl 3Ha4VITel1bHOIII ctpaxosolll npemvivi 6e3 ctpaxosoro nokpbitvi~ apehaoaatenb VIMeeT npaso HeMeAI1eHHO pactoprhytb AOrosop apehabl VI notpe6osatb B03BpaTa B03AYWHOrO CYAHa VICT04HVIK: Aoroeop apehabl «ApMaBIIla» c CIT Aerospace International; McKinsey <#>

15 QnaceHM~ CB~3aHHble C HaUMOHallbHOH 6e3onaCHOCTbtO.., 11 phmepbi ils rrpakthkh rro3boji.hiot robophtb, "t.ito Han;HOHaJibHbiH v v rrepeb03"t.ihk IIO,ll,Bep)KeH BJIH.HHHIO KpH3HCHOH CHT)'aiJ;HH B O,ll,HHaKOBOH Mepe C OCTaJibHbiMH rrepeb03"t.ihkamh.,~~ 1\ICrA fjt.-. ~ Competitiveness -..; Foundation of.. Armenia Ko11-eo pehcoe, TbiC. Pellicbl s JlMBMIO 1 o 0 Pellicbl B CMpMIO 1 o 5 5 -rpa>kaahcka51- soviha B niiibiiiiii -fpa>kaahcka51- soviha B Clllpllllll Apyr111e Ha41110HanbHbiVI nepeb034111k 0 Pellicbl s llmbah 1 o 5 BTopa51 niiibahcka51 soviha Hanp51>KeHHa51 o6ctahobka Ha rpah1114e c ClllpllleVI 0 PellicbiB J1MB3H 5 Boopy>KeHHbiVI KOHQ:>niiiKT B IO>KHOVI OceTIIIIII PellicbiB 1;13paMnb ~3palllnbCKO-naneCTIIIHCKIIIVi KOH niiikt 8Topa51 niiibahcka51 soviha 1 KB. 1 KB. 1 KB. 1 KB. 1 KB. 1 KB. 1 KB. 1 KB. 1 KB. 3 KB r r r r r r r r r r. ~CT04H~K: Diio Mi; McKinsey

16 1 OnaceHH~, cb~3ahhble c Ha~HoHailbHOH 6e3onacHOCTbto HecKOJihKO crreu;majim3hponahhbix KOMrraHMH o6ecrre"tlat He06XO,li;MMbiH 06'beM rrepeb030k B KpH3MCHOH CH'fYaiJ;MM, "t!to MO.IKeT 6hiTb ]!eiiieblle.iiocto.hhhbix.pacxo}job.haap H,lJ;y_H_CTl)axOBaHMe --.,~~ r\ici=a fjt~ noapo6hoct~ Ha I I Ha cneayioll.lem cnaiiiae... ~ Competitiveness ~; Foundation of.. Armenia OnepaTop oiii3hec MO,D,enb OpllleHTIIIposaHHOCTb World Airways Ha soehhble HY>KAbl (KaK ~aptepbl Air Mobility Command,D,ml BOeHHO- B03,D,YWHbiX Cllln CWA)111 o6ecne~ehiiie I Gryphon Airlines He06XO,D,IIIMbiX 06beMOB nepeb030k B niiikobble nepiiio,d,bl!trans Capital Air Pa6oTa MO>KeT 6b1Tb oprahiii30baha scero B Te~eHIIIe 5-15,D,HeVI (BHe niiikobbix neplllo,d,ob, Swiftair HanpiiiMep, Xa,D,>Ka) CeTb BblnonHeHIIIe perynflphbix pevicos 1113 Esponbl B AcppiiiKY 111 K)>KHYIO AMepiiiKY BblnonHeHIIIe cnel...llllanbhbix ~aptephbix pevicob Ill perynfiphbix pevicob BbmonHeHIIIe cnel...llllai posahhbix ~aptephbix pevicob B Ka~eCTBe no,d,pfi,d,~iiika MIIICCIIIVI OOH LJapTepHble 111 perynflphble pevicbl B Espony, CesepHyiO AcppiiiKY 111 Ha 6niii>KHIIIVI BocToK KoMMeHTapiiiVI 2-VI no sen111~111he noapfia~iiik Air Mobility Command (AMC) CWA.,QorosopeHHOCTIII c Etihad, LH Cargo, AF-KLM Y~aCTIIIe B BbmonHeHIIIIII soehhbix MIIICCIIIVI CWA s Kopee Ill Ha oniii>khem BocTOKe LJapTepHble pevicbl OOH s Kp CHble periiiohbl, HanpiiiMep, laiiitiii, KoT-A'IIlsyap, AcpraHIIICTaH noapfia~iiik OOH Ailfl BblnOilHeHIIIfl MIIICCIIIIII B Cy,D,aHe c 6a3oVI s XapTyMe Southern 8blnOI1HeHIIIe B OCHOBHOM cnel...llllailbhbix ~aptephbix pevicob Pa6oTaeT c Korean Air, Asiana, China Southern, Cargolux, Ethiopian, LAN Cargo 111CTOLJHII1K: npecc-pen~3 ACMG; caiiitbl KOMnaH~ill; McKinsey <#>

17 1 OnaceHM~, cb~3ahhble c Hai...\MOHanbHOM 6e3onacHOCTbK> OOH qacto cppaxryet B03,z:J;yniHhie cy.n;a B u;eji.hx o6ecne"tjehidi B03,lzylliHOro,,~~ 1\ICi=A 6 It 0 CJI)')KMBaHM.H B KpH3MCHbiX permohax C MCIIOJib30BaHMeM ycjiyr IIO,Z1;p.H,Z1;"lJHKOB, e-:-;a.;.. Competitiv~ness Haiip,HM..eR, Ci:ryphon Airline~s..._; Foundation of Armenia npmmep M3 npaktmkm: ABM31...\MOHHOe o6cny>kmbahme OOH e AcpraHMCTaHe As111a HHOe o6cny>ki!1bahi!1e rymahi!1tapho~ MI!1CCI!11!1 OOH nacca>k111pckii1e 111 rpy3osbre nepeso3ki!1 s peri!10hax, rp,e OTCYTCTBYIOT KOMMepl.leCKI!1e abi!1akomnahi!11!1 B cnyl.lae l.lpe3bbll.la~ho~ CII1TYal...lll1111 camonet npep,octasns:~etcs:~ s Tel.leHI!1e 48 l.lacos CaMoneTbl cppaxtytotcs:l y nop,ps:~p,l.i1!1kob (Hanp1!1Mep, Trans Capital Air) s pamkax TeHp,epHoro npo1...1ecca,.. np1!1mep: Asl!1anepeB03KI!1 B AcpraHI!1CTaHe B 2008 r. nepeb03ka 35 TbiC. nacca>k1!1pob 1!1 560 TOHH rpy3a B03,D,YWHbiM TpaHCnOpTOM napk 1!13 3 B03,D,YWHbiX cyp,ob ( nocap,ol.!hbix MeeT) HanpasneHI!1s:l: 9 BHyTpeHHI!1X Me>K,D,yHapop,HbiX (.Qy6a111, L-1cnaMa6ap,, Tap,>K1!1KI!1CTaH) 60% OT o6ll\111x pacxop,os nokpbrbatotcs:l 3a cl.let nacca>k1!1pck1!1x/rpy30bbix Tap1!1cpOB; pacxo,d,bl OOH coctasns:~tot 7 MnH p,onnapos CWA 1 Gryphon Airlines BblnOilH~eT pemcbl e HeCKOnbKO KpM3MCHbiX permohob KoMnaHI!1s:l Gryphon BbrnonHs:leT l.laptephbre 111 peryns:~phbre pe~cbr Ha 6ni!1>KHeM BocToKe, s KJ>KHO~ 111 WeHTpanbHO~ A31111!1, Espone 111 Acpp1!1Ke nepbas:l abi!1akomnah1!1s:l, npep,narabwas:l peryns:~phbre pe~cbr s 6arp,ap, c Hal.lana so~hbl KoMnaHI!1s:l HaHI!1MaeT setepahos asl!1ai...iii10hho~ 0Tpacnl!1 1!1 BOeHHbiX p,e~ctbi!1~ p,ns:! BblnOnHeHI!1s:l nonetob, ykomnnektobahi!1s:l 111 o6cny>ki!1bahi!1s:l MapwpyTOB KoHTpaKT c CWA Ha BbrnonHeHI!1e peryns:~phbix pe~cob B HeKOTOpble Kp1!131!1CHble peri!10hbl: Kyse~T- L-1paK (4 pa3a B Hep,entO) Kyse~T- AcpraHI!1CTaH (3 pa3a s Hep,emo).Qy6a111- AcpraHI!1CTaH (3 pa3a s Hep,emo) 1 Ha 12 Mecs:~~es AO MapTa 2009 r. V1CTO'-IHV1K: 0630p npeccbl; ca~tbl KOMnaH~~; McKinsey ~- <#>

18 2 npe3maehtckmm CaMOileT Bo3MO)KHO HecKOJibKO BapHaHTOB 3KcrrJiyaTaU:HH rrpe3h)l;ehtckoro camojieta.,~~ 1\ICi=A!Jt.~!t. et! Competitiveness ; Foundation of.. Armenia 3KcnnyaTa~M~ M TO B03AYWHOro CYAHa npmmepbl 3aTpaTbl 3acf>pax TOBaHHoe B03AYWHOe CYAHO 4aCTHaJI 'laptephaji KOMnaHMJI Luxaviation c 6a3oVI B lpy31th1 Chapman Freeborn (c 6a3aMI!1 B OA3 111 BocT04HOVi Espone) p,onnapos CWA 1 Ha pevic Co6cTseH Hoe/ ApeHAOBaH Hoe B03AYWHOe CYAHO MecTHbiM nepeb03'1mk BBC lpy3111~: lpy31!1hcki!1e abi!1ani!1hi!11!1 o6cny>ki!1baiot P,Ba npabi!1tenbctbehhbix camoneta c np1!1mepho 15 nocap,04hbimi!1 MeCTaMI!1 noptyranl!1~: peri!10hanbhble pevicbl BbmonH~IOTC~ BBC; p,anbhi!1e pevicbl- TAP... ~~.~~~~.1..., BBC KaK MeCTHbiM nepy: 0P,Ii1H A320 3KCnnyaT1!1pyeTC~ TAME; nepeso3'1mk c p,ononhi!1tenbhoe B03P,YWHOe cyp,ho MO>KeT perynjwphbimm 6b1Tb 1!13b~TO 1!13 napka, BblnOnH~101..4ero pelllcamm peryn~phble pevicbl ApeHp,a A320: p,onnapos CWA B Mec~~ Pacxop,bl Ha pevic: p,onnapos CWA2 rm6pmahaji MOAenb KaHap,a: A310, 3KcnnyaT1!1pyeMbiVi BBC KaHaP,bl; TO BblnonH~eTc~ c111nam1!1 Air Canada 1 ~ehobble npeano>k8hii1si Ha Airbus A CRJ 200/ ; o6pathbllil pelilc; AnSI HanpasneHII1ill AanbHOCTbiO 1000 Mll1nb; BKiliOYaSI see VIP-ycnyr111, B TOM YII1Cne VIPnii1T8HII1e, o6cny>kii1b8h111e 111 T.,D,. 2 06paTHbllil pelilc; AnSI HanpasneHII1ill AanbHOCTbiO 1000 Mll1nb, 3KcnnyaTai..III10HHble pacxoabl onpeaenehbl Ha ochobahii1111 CTPYKTYPbl pacxoaob «ApMaBII1a» 111CT04HII1K: ICAO; cavitbl KOMnaHliiVI; o63op npeccbt; McKinsey <#>

19 BapMaHT c 3 rrepeb03"l!hkamh, HMeiOrn;Hli HeCKOJibKO He,[I;OCTaTKOB.,~ 1\ICrA fjt....,;a.;_ Competitiveness.._; Foundation of.. Armenia nop,p06hochi Ha cnep,yto~em cnav!p,e 3KOHOM Ill '"19CK3SI He~enecoo6paJ HOCTb 3 MeCTHbiX nepeb034l-1ka 6YAYT CI1L-1WKOM Mailbl, 4T06bl Bbi>KL-1Tb- Aa>Ke 1 MeCTHbJJIJ nepeb034j..1k BepOfiTHO 6yAeT L-1CnbJTbJBaTb onepal...il-10hhble y6bjtkl-1, a y6bjtkl-1 3 nepeb034l-1kob 6YAYT e~e BbiWe B CBfi3J..1 C HeB03MO>KHOCTbtO J..1CnOilb30BaHL-1fl 3KOHOMJ..1L-1 MaCWTa6a 4T06bl nobbicl-1tb >KL-13HeCnOC06HOCTb, nplt1aetcfl noahfitb CTOJ..1MOCTb nepeb030k J..1I1J..1, KaK MJ..1HJ..1MYM, OCTaBJ..1Tb ee Ha TeKy~eM ypobhe Onepa~IIIOHHaS~ H9CTa6MI1bHOCTb notepfl 1-2 nepeb034j..1kob B Te4eHJ..1e HeCKOilbKJ..1X CileAytO~J..1X IleT npj..1beaet K onepal...ij..10hhojij HeCTa6J..1IlbHOCTJ..1, BKilt04atO~eJIJ <l>j..1hahcobbjjij Kpax 0TMeHy nonetob J..1 3aCTpfiBWJ..1X B nytj..1 nacca>kj..1pob 0TCYTCTBJ..1e AOCTaT04HOrO KOilJ..14eCTBa nocaa04hbix MeeT Ha J..1MetO~J..1XCfl pelllcax npo6119mbl BH9WHero BOCnpMSITIIISI lllhoctpahhble nepeb034j..1kj..1 6YAYT COMHeBaTbCfl OTHOCJ..1TeilbHO l...lenecoo6pa3hoctj..1 pa6otbl c He6onbWJ..1MJ..1 nepeb034j..1kamj..1 (Hanplf1Mep, e pamkax KOA-WepJ..1HrOBbiX COrilaWeHJ..1JIJ) B CBfi3J..1 C 3KOHOMJ..14eCKOJIJ HeCTa6J..1IlbHOCTb Cy6KpJ..1TJ..14eCKJ..1M pa3mepom cetj..1 MeCTHoro nepeeo34j..1ka MoHononbHolll ctpyktypolll npo6119mbl BOCnpMSITMSI BHYTPM ctpahbl L-1CT04HL-1K: McKinsey oahkpotctbo MeCTHbiX nepeb034j..1kob B 6IlJ..1>KaJIJWJ..1e roabl MO>KeT npj..1bectj..1 K pe30hahchomy o6~ectbehhomy CKaHAany J..1 HeraTJ..1BHOMY BOCnpJ..1fiTJ..1tO abj..1al...ij..10hhojij OTpaCilJ..1 CTpaHbl <#>

20 IIpn HaJinqnn 3 MeCTHhiX rrepebo3qjikob rrotep.h 3KOHOMHH MacrnTa6a IIOTeHIJ;HaJibHO Be,n;eT K HepeHTa6eJibHOM pa6ote, HeHa,n;eJKHOMY 06CJIYiKHBaHHIO H 6oJiee BbiCOKHM TapHcpaM.,~~ 1\ICrA fjt ~ 1 1;. Competitiveness.; Foundation of.. Armenia CTpyKTypa pacxoaob OnMcaHMe )> Aa>Ke He6onbWOMY nepeso3y111ky Heo6XOA111MO MII1HII1ManbHOe KOnii1YeCTBO scnomoratenbhoro nepcohana (Hanpii1Mep, o6ecneyehii1e nonetob, 6eaonacHOCTb, TO, KOHTponb onepa ~, o6yyeh111e) l1.1111X 111 aam111hii1ctpatii1bhbix pacxoaob (Hanp111Mep, OQJ111C, CII1CTeMa ynpasnehii1s:l BblpyYKO~) )> He6onbW111M nepeso3yii1kam Tpe6yeTcs:J 6onbwas:~ AOns:~ nepcohana so scnomoratenbhbix cpyhkl.11110hanbhbix noapaaaenehii1s:ix ).- KpoMe TOro, MeHbWII1~ MaCWTa6 BeAeT K ymehbwehii110 nokynatenbho~ cnoco6hoctii1 (Hanp111Mep, np111o6peteh111e B03AYWHbiX CYAOB, np11106peteh111e ycnyr CTOpOHHII1X oprahii13al..lll1~ no o6cny>kii1bah11110, oprahii13al..lll1s:l nii1tah111s:!) BnMstHMe Ha ~ehy 6MneTa no cpabhehmio C 1 nepeb03"1mkom -7%2 npmmepbl: B11MJIHMe Ha MeCTHbiX nepeb03"1mkob 1 06Ll.lll1e 111 aam111hii1ctpatii1bhble pacxoabl Ha nacca>k111pa r., AOnn. CWA 3 nepeso3yii1ka nepesoayii1k ~ ~ ~ 06Ll.lee KOnii1YeCTBO COTPYAH111KOB so BCnOMOraTenbHbiX cpyhkl.11110hanbhbix noapaaaenf HII1s:!X 3 3 nepeso3yii1ka 150 I Ce30HHOCTb ).- 6onee ManeHbKII1~ nepeb03yii1k notehl.1111anbho noabepraetcs:~ 60nbWeMy B03Ae~CTBII110 Ce30HHOCTII1 Ha KOHKpeTHbiX MapwpYTax -5%6 1 nepeso3yii1k ~~ Kon-so HeAenb c aanonhehhoctbio nocaaoyhbix MeCT MeHee 70% OT MaKCII1ManbH0~ 4 3 nepeso3yii1ka 5 HaAe>KHOCTb )> npll1 Hanii1YII1111 TOnbKO 2 camonetob OHII1 He MOrYT 6b1Tb nepehanpasnehbl Ha Apyro~ MapwpYT B cnyyae HenonaAOK, YTO C03AaeT BbiCOKII1~ p111ck 3aCTps:!BWII1X B nytii1 nacca>k111p0b 1 nepeso3yii1k 1 8 pamkax e1..1ehap111r «ynpabjlremord>> OTKpbiTOfO He5a 5e3 ey5eliial11~; LlleXOAR 1113 TOfO, 4TO 3 MeeTHbiX nepeb034liika pa50taiot no TpeM naketam MapWpYTOB, onpeaellehhbix ryra 2 BllLIIRHLIIe 6011ee BbiCOKLIIX 05lJ.II1X 11 aamliihliietpatliibhbix paexoaob Ill MeHbWe~ nokynatellbho~ enoe05hoetlii Ha OeHOBaHLIILII epeahe~ TeKYll.le~ l..lehbl OAHOfO 5LIIIleTa, pabho~ 307 AOilllapOB CWA (Ha LIIIOHb 2013 r.) 3 CpaBHeHI.1e e pemohallbhbimi1 nepeb03411kamlii (MalleHbKI1~ MeeTHbl~ nepeb034liik epabhi1baeter e nepeb034liikami1 e 6 camoiletam11; 6011ee KpynHbl~ MeeTHbl~ nepeb03411k epabhliibaeter e nepeb03411kamlii e 9-13 camojletam11) 4 KOil-BO HeAellb B foay e 3anOI1HeHHOCTbiO nocaa04hbix MeeT MeHee 70% OT MaKeLIIMallbHO~, 4TO onpeaellret KOilLII4eeTBO Tpe5yeMbiX camoiletob; Ha oehobahi111 peryllrphbix pe~cob e RHBapR 2010 r. no 1110Hb 2013 r. 5 AllR naketa MapwpYTOB 2, B KOTOpOM 50ilbWI1HCTBO HanpaBileHLII~ OTI1114aiOTeR BbiCOKO~ ee30hhoetbio, T.e. Hai150ilbWI1MI1 KOile5aHI1RMI1 MeJKAy 311MHI1MI1 1.11leTHLIIMI1 MeeRI..IaMI1 6 Ha OeHOBaHI ee HI13K0f0 epeahero K03<jl<jli11..1LIIeHTa 3arpy3KLII no nakery MapWpYTOB 2 Ill KOilLII4eeTBa nocaa04hbix MeeT Ha perynrphbix pe~cax e RHBapR 2010 r. no LIIIOHb 2013 r. 111cTOYHII1K: ACAS; AaHHble ICAO; M111posas:~ ctatii1ctii1ka no as111anepesoakam lata, 2013 r.; 111HCTpyMeHT ahan111aa OAG; McKinsey <#>

21 3 rpy3onepeb03km,[(jih )'BeJIIrqeHHH o6nemob rpysonepebosok B ApMeHHH MO)KHO "ffl.i.i\icr=:~ ~ 'i.._:. cowg~~~i~~~~~1 PaCCMOTpeTb 2 pa3hbix BapHaHTa peiiiehhh Armenra A ~ 3KcnopT MeCTHbiX, noteh'-' M8CTHOrO 3KCnOpTa CKOponopnU.l..ILIIXCfl TOBapOB, HanpLIIMep, CBe>KLIIX cppyktob Ill pbl6bl HeBeilLIIK- B H8CTOs:ILl.lee BpeMs:l MeHee 1% OT 06Ll.lero 06beMa 3KCnOpTHbiX TOBapOB nepebo,d,liitcfl B03,QYWHbiM MecTHbiM 04eHKa ~ Bo3MO>KHble HanpasneHLIIfl TpaHCnOpTOM rpy30bom 3KcnopTa,. 06beMbl 6yp,yT pactlii TOilbKO H8 7% B a3poy3en - 3anap,Has:~ Espona rd,q,qo 2017 r., YTO notpe6yet TOilbKO B - A3LIIfl 1,QOnOilHLIITeilbHOro rpy30boro pevica - 6niii>KHLIIVI BocTOK B He,QeniO ~ 111CnOilb30B8HIIIe npeliimyll.lectba, Y ApMeHL/1111 HeBblrD,QHOe nono>kehliie nplllsnekateilbhoro reorpacpliiyeckoro nono>keh Ills:! Me>K,D,y A3LIIeVI 111 EsponoVI OTHOCLIITeilbHO KOHKypeHTOB B perliiohe (HanpLIIMep, pacxo,qbl Ha TOnilLIIBO, H83eMHOe C006Ll.leHLIIe) 0CT3HOBK3 H3 04eHKa ~ MoryT Jarpy>KaTbCfl,.. MeCTH8fl C03,Q8BaeMafl CTOLIIMOCTb MapwpyTe,QOnOilHLIITeilbHble TOB8pbl 1113 HeBeilLIIKa- Tpe6yiOTCfl cy6clii,qliilii Ha AJ1fl ApMeHL/1111 TOnilLIIBO, nepebewliib810ll.lllle Billlls:IHL/18 A03anpaBKM Ha BBn noytlii s 4 pa3a 1 1,Qnfl npll1sneyehii151 1 rpyaosoro pelllca s He,Qemo (Mecm HaJHa4eHII1~ <:t>pahkcpypt, c TpaH3111THbiM rpyaom Ha 80%) Heo6xo.QII1Mbl cy6c111.qii1111 s paamepe ,Qonnapos CWA s ro,q, np111 3TOM snii1~hii1e Ha BBn coctasn~et TOnbKO ,Qonnapos CWA (111cxo,Q~ 1113 BbiPY4KII1 asll1akomnahii1111 s paamepe 2,2,Qonnapos CWA Ha Kr 111 BbiPY4KII1 aaponopta s pajmepe 82,Qonnapos CWA Ha TOHHY rpyaa; np111o6peteh111e Tonn111sa He coa,qaet CTOII1MOCTII1 s ApMeH111111; pac4etbl BBn pa3b~ch~iotc~ B npll1fio>keh111111) IIICT04HIIIK: McKinsey <#>

22 3 fpy30[lepeb03kh._, tjkcrropt MeCTHhiX rpysob M3 ApMeHMM MMeeT JIMIIIh He6oJihiiiOM A 1 rrotehij;maji c ToqKM spehm.h YBeJIMqeHM.H o6nemob B03;:I;YIIIHbiX rpysorrepeb030k.,~~ 1\ICrA!Jt~.,.;a.;_ Competitiveness.._; Foundation of.. Armenia 06beMbl 3KcnopTa, 2012 r. nporh03 B03AYWHbiX rpy3onepeb030k 1, rr. npo~ehtbl 803AYWHbiM TpaHcnopT.Qpyr111e TbiC. TOHH 15 ABTOM06111Ilb Hbl171 TpaHcnopT )f(ja TpaHcnopT 5 );> 0KOI10 70% 3KCnOpTa nepeb03liitcfl abtom06111ilbhbim >Keile3HOAOPO>KHbiM TpaHCnOpTOM B rpy311110, OTKYAa MopeM TpaHcnopTLIIpyeTCfl B Espony 111 A );> npeliimyll\ectbehho HeAparOL.-IeHHble MeTaililbl Ill ailkordilbhble HanLIITKLII );> OrpaHLII4eHHbl171 o6bem rpy30bbix aslllanepeso30k, OXBaTbiBaiOLl.\ npeliimyll\ectbehho AparOL-IeHHble KaMHLII, CeilbCKOX03fli71CTBeHHYIO npoaykl..iliiio Ill pbi6y e 15e 2017e );> 8 pe3yilbtate BOCCTaHOBileHLIIfl nocile MlllpOBOro Kp Ca B 2013 r. O>KLIIAaeTCfl poct 06beMOB B03AYWHbiX rpy3onepeb030k Ha 7% B rda );> K 2017 r. 6yAeT Tpe6osaTbCfl npliimepho rpy30bbix pei7!cob B HeAeilt0 2 ~ K 2017 r. notpe6yetcji TOnbKO OAMH AOnonHMTenbHbiM rpy30bom pemc no cpabhehmio C 2013 r >K~AaeTCfl, 4TO 06beM B03AYWHbiX rpy3onepeb030k 6yAeT pact~ C poctom noka3atellfl 3KCnOpTa CKOponopTRL4~XCfl cellbckox03fihctbehhbix npoayktob ~ CBe>KeH pb16bl ( rr.); nporh03 Ha 2013 r. ochobbibaetcfl Ha AaHHbiX 3a 1-e nonyroa~e 2013 r. 2 IIICXOAfl ~3 rpy30boro CaMOlleTa C Y3K~M KOpnyCOM C KOMMepYeCKOH Harpy3KOH 60 TOHH; V1CT04HV1K: CTan1CTIIIKa nplll6b1bai0ll.iiiix; UNWTO; Me>K.QyHapOAHOe lllccneaobahiile CTaTI!lCTIIIKIII nplll6bibaioll.llllx USAID (2007 r.); McKinsey <#>

23 3 rpy3q..nepeb03km v tlhicokllil CTOHMOCTh TOIIJIHBa II HH3KHH IIOTeHIJ;HaJI MeCTHOrO B 1 skcrropta Bepo.HTHO He rrosboji.ht EpeBaHy ctatb perhohajibhbim rpysobbim aspoysjiom.,~~ 1\ICrA f- -. ;a.;_ Competitiveness -..! Foundation of.. Armenia MecTo 2 PacxoAbl Ha TOnllHBO t...teha Ha Tonn~so, AOnn. CWNT 6aJ<Y T6~n~c~ EpesaH TeK}'Il.IHM pa3mep 8blneTa1011.1~e 6aKy rpy30bble pelilcbl T6~n~c~ s 1-M nonyroa~~ 2013 r. EpesaH 803MO>KHOCTH rpy3onepeso3ok 6 aky rpy3osoe T6~n~c~ npoctpahctbo, EpesaH M2 Ha3eMHOe coo611.1ehhe/ noteh1.4hall MeCTHOrO 3KCnOpTa ~ EpeoaH T61!1nl!lcl!l 6aKy v v v );> OCTaHOBKa Ami A03anpasK~ Ha KasKa3e ymehbwaet An~TenbHOCTb noneta Ha ( 5-15% no c pasheh~io C OCTaHOBKOM B 8 y6a~ 1 ) X X v J,. Tonn~so s ApMeH~~ Ha 37% AOPO>Ke, 4eM s 6oraToM HecPTbiO A3ep6alilA>KaHe X );> He6onbw~e MeCTHble rpy3onepes034111kiii c He6onbw~MIII camonetam~ (Hanp~Mep, Air Armenia) v ~ 3Ha4~TenbHOe rpy3osoe npoctpahctba, X BKnl04a~ xonoa~nbhble KaMepbl An~ CBe>KI/IX npoayktob );> He3Ha4~TenbHbllil 3KcnopTHbllil noteh4~an ~ MeCTHbiX TOBapOB );> OrpaH~4eHHble B03MO>KHOCT~ Ha3eMHoro );> C eH~~ C COCeAH~M~ CTpaHaM~ I... I EpesaH He HMeeT KOHK}'peHTHbiX npehmyll.lectb no cpashehhio C perhohallbhbimh KOHK}'peHT8MH v ~ noaaep>kka CTaM6ynbCKoro a3poy3na ~ KoMnaH~~ British Airways ~cnoilb3yet (y) T6~n~c~ KaK nyhkt cet~ ~ rpy30boe npoctpahctbo M 2, HO HOBbiM nor~ctj/14eck~m 4eHTp HaXOA~TC~ B np04ecce CTpO~TenbCTBa v nopt not~ o6ecne41/1baet AOCTyn K 4epHOMY MOpiO Xopowee coo611.1eh~e c Pocc~elil ~ A3ep6ai1A>KaHOM no astom06~nbhbim ~ >Kene3HbiM AOporaM v );> KpynHelilw~lil rpy3osolil a3ponopt Ha KasKa3e );> 3Ha4~MbiM MeCTHbiM ~rpok ~ 2 OCHOBHbiX rpy3obbix as~akomnah~~ v );> Ha~6onbwee AOCTynHoe rpy3osoe npoctpahctbo v );> );> 80% TpaH3~THoro rpy3a, 6aJ<Y ~CnOnb3yeTC~ KaK OCTaHOBKa Ha MapwpyYe ~ nyhkt cet~ He6onbwolil cektop npoayk4~~. He CB~33HHOM C HecPTbiO, orpah~4ehhbl M 3KCnOpT MeCTHbiX TOBapOB 1 60nbWOiil CaMoneT C W~pOKOM KOpnycoM C KOMMep4eCKOM 3arpy3KOM 6onee 65 TOHH, ManeHbKOM CaMOneT C W~pOK~M KOpnyCOB (40-65 TOHH), ManeHbK~M peakt~bhbim ~ Typ60B~HTOBOM CaMoneT (20-40 TOHH) 2 KapTa noka3blsaet peryn~phble rpy30bble pelilcbl ~3 6aJ<Y s 2012 r. ~CT04H~K: BceM~pHbllil 6aHK; Diio Mi; Flightglobal; rocyaapctbehhbllil KoM~TeT ctat~ct~k~ A3ep6alilA>KaHa; calilt a3ponopta T6~n111c111; CTaTblll s npecce; a3ponopt 3eapTH04; McKinsey <#>

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25 B QeJIHx o6ecrre"llehh.h ycrreiiiho:h peajih3aqhh HOBo:H nojihthkh lli.r\icr:~ ~ Heo6xo,n;HMO yrrpabji.htb 3 c,n;ep)khbaio:rn;hmh cpaktopamh.;e._~ co!pj>i~~~fn? ~ ecne"'eH~e cnpaseail~boro ~ npo3pa"1horo TeHAepHoro npol...\ecca _),;;. nvu.-leh AOn>KHbl npeaoctabnfitbcfl c 111Cnonb30BaHII1eM npeii1myl!-iectbehho Hecy6beKTII1BHbiX nposepok Anfl 04eHKII1 3af!BOK 2 3 nepecmotp TeKy~eM CTPYKTYPbl pery11~pyk>u4ero opraha ;,;.. TeKyl!-lafl CTPYKTypa rehepanbhoro ynpasnehii1fl rpa>kaahckolf1 as111a Bbl3biBaeT PfiA onacehii11f1 OTHOCII1TenbHO MeHTanii1TeTa 111 He3aBII1CII1MOCTII1 cpyh K41111f1 ;,;.. PacnpeAeneHII1e perynii1pyk>l!-1111x cpyhk41111f1 no HecKonbKII1M opraham o6ecne4111t BblnOnHeHII1e COOTBeTCTBYK>L!-1111X cpyhk41111f1 6e3 KaKII1X-nll160 BMeWaTenbCTB Bilo>KeH~e cpeactb B pa3b~t~e cektopbl TYP~3Ma B 1...\eilHX yseil~"'eh~h KOil~"'ecTsa TYP~CTOB );;- Typ111CTbl MOryT CTaTb Cll1nbHbiM cpaktopom cnpoca Ha abii1anepeb03kii1 11'1CT04HII'1K: McKinsey <#>

26 l:j06ecne'lehhe cnpaeeailhboro H npo3pa'1horo TeHAepHoro npo~ecca JlM~eH3MM,li;OJDKHbl rrpe,li;octabji.htbc.h C MCIIOJib30BaHMeM rrpehmyiij;ectbehho Hecy6neKTMBHbiX IIpOBepOK,lJ;JI.H O~eHKM 3aHBOK OcHOBHble AOKyMeHTbl AnA o'-'ehkiii... Kpanep npiiihjitiiiji pewehiiim D.,~i 1\ICi=A!~-. ~;a.;_ Competitiveness -.; Foundation of.. Armenia CM. npii1mep roh~ohra Ha cneayiol.j..iem cna111ae );> Pe3toMe KJltoYeBbiX COTPYAH111KOB );> <1>1!1H8HCOB85l OT4eTHOCTb );> npeano>kehi!1e no o6cny>t<i!1bahi!1to 111 cp1!1h8hcobble nporh03bl );>,QOCT8T04 H OCTb t<ani!1tana );> oi!13hec-nnah );> IIIHcpopMal...ll!15l o napke B03AYWHbiX CYAOB V1CTOYHV1K: McKinsey YnpasneH'IeCKIIIe nnah HaBbiKIII onepa'-'iiiohhom AeJtTenbHOCTIII );> KntoYeeoVI );> BpeM5l An5l nepcohan noctenehhoro yyacthi!1ka BBOAa HOBOro TeHAepa AOn>KeH o6cny>t<i!1bahi!15l 1!1MeTb );> HaAe>KHOCTb -,QOCT8T04HbiVI npeano>t<eh1!1vi no onbit B 61113Hece o6cny>t<ii1bahii1to 111 8BI!18l...ll!1111 );> npe1!1my~ectba - PyKOBOACTBO An5l HaceneHI!15l AOn>KHO - HI!13KI!1e c6opbl o6naaatb - BbiCOKa5l COOTBeTCTBYIO~ 48CTOTa/ 111M OnbiTOM B nponyct<ha5l o6nacti!1 cnoco6hoctb BblnOnHeHI!15l npeanaraembix - MHo>t<eCTBO pa6ot Bap1!18HTOB o6cny>t<i!1bahi!15l CI>IIIHaHcoBble noka3atenlll CooTBeTCTBIIIe CTaHAapTaM );> Pa3yMHOe nohi!1mahi!1e );> 0TCYTCTBI!1e pacxoaob Ha H84ano HapyweH1!1VI, Ae5lTenbHOCTI!1 CB5l38HHbiX C );> KoHKpeTHble nnahbl no 6e3onacHOCTbtO 111 np1!1eneyehi!1to 06MaHOM Heo6XOA111Moro Kani!1Tana notpe61!1ten5l,co An5l HaYana CTOpOHbl Ae5lTenbHOCTI!1 enaaenbl...leb 111 ;... Pa3yMHOe COOTBeTCTBI!1e A111peKTopoe cp1!1h8hcobbix pecypcob );> 0TCYTCTBI!1e 1!1H bix nnahy Ae5lTenbHOCTI!1 111 cpaktopob, np111o6petehii15l napka roeop5l~i!1x o p111ct<e B03AYWHbiX CYAOB An 51 );>,QocTaT04HOCTb 1!1CXOAHOVI nytewectbyiol x Kani!1Tanl!13al...l1!11!1 An5l no,d,aep>t<ki!1 AOnrocpoYHoro pa3bi!1ti!15l 8BI!18KOMnaHI!11!1 rpa>t<aah Ol...leHKa AOn>t<Ha BblnonH5lTbC5l np111 no,d,aep>t<t<e He38BI!1CI!1MOro COBeTa 8BTOp1!1TeTHbiX npocpeccl!1ohanoe

27 06ecne"'eHl-1e cnpaaea11lt1boro 1-1 npo3pa"1horo TeHAepHoro npo4ecca IlpaKTMqecKMH IIpMMep fohkohra: He06XO,ll;MMbiH MOHMTOpMHr fjt~ II KOHTpOJib CMJiaMM He3aBMCMMOM oprahm3attmm.,~~ f\icra.., ~;;a.;_ Competitiveness -..;. Foundationot.W. e Armema... DbiCTpbiM poct KOnMlfeCTBa 3BM3KOMn3HMM B IOHKOHre npeawectboban Kpaxy HeCKOnbKMX MeCTHbiX 3BM3KOMnaHMM, lfto CT3BMT noa BOnpoc TeKyU4MM MOHMTOpMHr 3BM3KOMnaHMM )> PoeT )> - KonW IeCTBO abi!lakomnahi!llil B IOHKOHre Bblpocno OT 1 AO 4 B nepl!loa C 2003 no 2006 r. ~ DRAGONAIR CnaA,_ HONGKONG OASiS.ill RESS HtJNtol r,nf~ AIIU IN, I'- HONGKONG AIRUNES fiiftm~ - OASIS: s anpene 2008 r. asl!lakomnahi!15l o6ahkpoti!lnacb s CB5l31!1 c BbiCOKI!lMI!l pacxoaami!l Ha mnnl!lbo, 3TO JaTpoHyno 6onee 30 TbiC. nacca>ki!lpos - Hong Kong Airlines: s OKT5l6pe 2012 r. s CB5l31!1 c npocpoyehhbimi!l nnate>kami!l noctabllllllk ycnyr no TO BOJAYWHbiX CYAOB HAECO npekpati!ln okajahi!le ycnyr - 20% pelllcos JaAep>KaHbl % OTMeHeHbr s TeYeHI!le 1 MeC5ll..la '' 5aHKpOTCTBO KOMnaHI!ll!l Oasis B 2008 r. Bbi3Bano onacehi!15l OTHOCI!lTenbHO TOfO, MO>KeT n111 Cl!lCTeMa perynl!lpobahi!15l o6ecneyi!1tb He06XOA111Mbllil cp111hahcobbli/l MOHI!lTOpl!lHr asl!lakomnahi!llil IOHKOHra, oco6ehho HeAaBHO yype>kaehhbix 4eHmpa aeual.{uohhoij nonumuku u uccneooeahuij KumailcKoeo yhueepcumema IOHKOHea, cjjeepanb 2010 e. OpraHMJa'-'MH nm'-'eh3mpoaahmh BOJAYWHoro TpaHcnopTa (ATLA) - He3aBMCMMbiM oprah, Bb1A3t0114MM nm'-'eh3mm AJlH I )> B03AYWHOrO TpaHcnopTa )> Bee YneHbl ATLA 5lBn5ltOTC5l astopl!ltethbimi!l npocpeccl!lohanami!l c APYrlllM POAOM JaH5lTI!llil, (Hanpl!lMep, IOpl!lCTbl, 6yxranTepbl Ill KOHCynbTaHTbl) )> HeJaBI!lCI!lMOCTb ATLA nomoraet AOCTI!l'-lb l..len111, COCT05llllelil B TOM, YT06bl BbiAaBaTb nllll..leh31!11!1 l!lckntoyi!ltenbho >KI!13Hecnoco6HbiM nepeb03yii1kam, AelilcTBY5l 6ecnp1!1CTpacTHO np111 npeaoctasnehi!ll!l nllll..leh31!11!1 paccmatp111baetc5l HeCKOnbKO cpaktopob -.Qon5l Bep05lTHOCTI!l, C KOTOpOi/1 abi!lakomnah1115l, noaabwa5l 3a5lBKY, 6yAeT B COCT05lHI!11!1 o6ecneyi!1batb o6cny>kii1bahi!le Ha YAOBneTsoplllTenbHOM yposhe s TOM, '-ITO KacaeTC5l HenpepbiBHOCTI!l, peryn5lphocti!l pa60tbl, YaCTOTbl, nyhktyanbhocti!l, pa3ymhocti!l c6opos 111 o6lllelil acpcpekti!lbhocti!l - <l>l!lhahcosbre pecypcbr (Kanl!lTan An5l pa60tbl s TeYeHI!le Ml!lHIIlMYM ABYX net) - T1.1n BOJAYWHoro CYAHa, npeanaraembllil K 1!1CnOnb30BaHI!110 - BoJHarpa>KAeHI!le 111 o6l111.1e ycnosl!15l HalilMa nethoro 111 npoyero nepcohana asl!lakomnahi!lei/1 lt1ct04hit1k: AHanl!13 npeccbt, ahanl!13 se6-cali1tos, McKinsey <#>

28 1 nepecmotp TeKy~eM CTPYKTYPbl peryi1hpyiolj.4ero opraha B u;ejihx o6ecrreqehh.h ycrrernhoii peajih3au;uu HOBOM rrojihthkh Heo6xo~HMO rrepecmotpetb TeKyru;yro CTPYKTYPY peryjiupyroru;ero opraha TeKy1.14ast ctpyktypa ryra I I I.,~~ 1\ICi=A!JP~ e;o;;&.:,. Competitiveness --._; Foundation of.. Armenia HEnonHAH VlH<I>OPMAWVlH OTAen perynhpoaahhr B03AYWHOrO TpaHcnopTa OTAen nonethbix onepa._.hm OTAen cepntcj>hka._.hh a3poapomob H ynpaanehhr B03AYWHbiM ABH>KeHHeM OTAen aaha._.hohhom 6e3onacHOCTH OT.Qen o._.ehkh nethom ro.qhocth Ha.Q3op 3a 6e30naCHOCTbiO (onpeaeilehiiie noili/itiiikiii Ill TeXHIII4eCKOe OnpeAeneHHe nonhtiiikiii 111 TeXHIII~ecKoe peryn111poaah111e peryn111posah111e) Paccne.QoBaHIIIeaaapHM ~ neperosopbl 0 ~ YcTaHosneHI!Ie ~ CepT111cp111Kai..\IIISI ~ Pa3pa6oTKa AOKyMeHTOB, ~ BblnOnHeHIIIe cpyhki..iiiilii ~ PerlllcTpal..\ aKiliO~eHIIIIII CTaHAapTOB IleTHbiX aapoapomob Ill peryiliiipyioll.iiiix perynlllposahi!isi B paccneaobahiiie A951TeilbHOCTb B o6nactiii cornawehiiilii no onepa lii 111 Ha6IJIOA9HIIISI 3a OTHOWeHIIIIII I19THOLii B03AYWHbiX asap111lii Ill abi!iai..\i!iohho!ii abi!iai..\iiiohhomy cpopmiiipobahi/ie Ha3eMHbiMIII 06beKTaMIII, 6e3onacHOCTIII roahoctiii 3a C4eT BBOAa IIIHI..\IIIAeHTOB o6cny>t<i!ibahi!iio pekomehaai..iiiilii no HIIIM KOHTpOilSI 3a ~ KoHTpOilb peanlll3al..\llllll nep CTaHAapTOB Ill ~ npeaoctabilehi/ie ~ 8b1Aa4a Illlll..\eH3111Lii AIJSI B03AYWHbiM no o6ecne4ehiiiio pekomehaai..iiiilii pa3pewehi!ilii Ha OCHOBHOro Ill ABIII>KeHI!IeM Ill abiiiai..\iiiohholii ~ BblnycK 6e3onaCHOCTIII Ill BblnOilHeHI/Ie BCnOMOraTeilbHOro aaponopta ceptiiicj>iiikatob BblnOilHeHI/Ie peryns!phbix nacca>t<l!lpckiiix pe!licob nethoro nepcohana nposepok TeXH1114eCKOLii COOTBeTCTBYIOll.IIIIX 6e30naCHOCTIII (TaKIIIX, YTBep>t<AeHI!Ie Tap111cpos oprahiii3ai..iiiilii Ill BblnOilHeHI/ISI KaK Ill!ll..\eH Ha AilS! aaponopta, IIIMIII Tpe6oBaHIIILii IleTHYIO roahoctb MeTeoponorlll4eCKIIIX 111 abiiiai..\iiiohhoro B03AYWHoro CYAHa) HaBIIIrai..IIIIOHHbiX CI1y>K6, 3aKOHOAaTeilbCTBa Ill OCyll.leCTBI1519MOe Me>t<AyHapOAHbiX CTaHAapTOB abi!iai..\i!iohholii Me>KrOCyAapCTBeHHOLii 6e30naCHOCTIII KOMIIICCI!Ie!li V1CT04HV1K: ryra; McKinsey... _ ~-~~ -- <#>

29 1 nepecmotp TeKyll.\eM CTPYKTYPbl peryrntpyto~ero opraha TeKy~rui CTPYKTYPa rehepa.nbhoro yrrpabjiehiui rpa)k,ll;ahcko:ii abhaij;hh.,~i 1\ICi=A v tip ~ Bbl3biBaeT p.h~ OIIaCeHHII OTHOCHTeJibHO MeHTaJIHTeTa II He3aBHCIIMOCTII.,;a.;_ Competitiveness v Y!!_KIJ;IIII CTpyKTypHa.R oprahm3a'"'m.r OcHOBHble onacehm.r no cy~ectbyto~em CTPYKType Mepbl no MMHMMM33'"'MM ~.! Foundation of.. Armenia D noap06hoctiii Ha cneayioi.l.iiiix cna~aax );;> OnpeAeneH~e non~t~k~ ~ ee pean~3a4~51 s pamkax IIIHcT~TY4~0HailbHa51 pecpopma : pa3aeneh~e OAHoro onpeaeneh~51 non~t~k~ ~ ee pean~3a4~~ opraha nobbiwaet p~ck TOro, 4TO cpyhkl\~~ He 6YAYT BblnOilH51TbC51 H838B~C~MO, 6e3 BM8W8T8IlbCTB CO ctopohbl APYr Apyra );;> Peryn~pytall.\~VI oprah, ~MetOLl.\~VI 6n~3K~e OTHOW8H~51 B peryn~pyembim~ npeanp~51t~51m~ (Hanp~Mep, M8CTHbl8 as~akomnah~~) OpraHM3a'"'M.R npo'"'ecca MeHTanMTeT );;> HeonpeAeneHHble cpopmyn~pobk~ non~t~k~ (Hanp~Mep, OTCYTCTB~e 48TK~X pemamehtob, OTCYTCTB~e ocp~l\~8ilbhbix KpaVIH~X CpOKOB peai1~384~~ peweh~vi) ~ OTCYTCTB~e npo3p84hoct~ nobbiw810t p~ck BI1~51H~51 48CTHbiX ~HTepeCOB Ha peryn~posah~e );;> 3aTpaTHble no spemeh~ npo4eccbl AI151 as~akomnah~vi (Hanp~Mep, o6pall.\eh~e c npocb6ovi 0 BBOAS HOBOrO pacn~cah~51) );;> 0TCYTCTB~e M8X8H~3Ma pa3peweh~51 KOHcpil~KTa ~HTepecos );;> npotskl\~oh~ctck~vi noaxoa - H8CI18A~e rocya8pctb8hhoro nepeb034~ka «ApMaB~a» );;> nepecmotp npol\sccob ~ 48TK08 cpopmyi11!1pob8hi!18 noil~ti!1k~, BKI OTBSTCTBSHHOCTb, KpaVIH~e CpOK~ 1!1 KOHTpOilbHble cn111ck~ sonpocos );;> Ony6n~KOBaH~e scex comaweh1!1vi no 8B~841!10HHOMY 06CI1Y>KI!188H~IO Ha cavite B L\8Il51X nobbiw8hi!151 npo3p84hoct~ );;> CTpaTerl!14eCK~VI nepecmotp ~ 48TKoe pacctasneh~e np1!1op~tetob LIICT04HLIIK: McKinsey ~-~ ~~~-~ <#>

30 1 nepecmotp TeKy~eM CTPYKTYPbl peryju1pyk>u4ero opraha Pacrrpe,n;eJieHne peryjinpyro~hx <PYHKI.J;HM no HecKOJihKHM opraham,,~~ 1\ICi=A 6 rh v 6 6 -~ 0 ecrreqht BhiiiOJIHeHHe COOTBeTCTBYIO~HX 't'ylfki.j;hh e3 KaKHX-JIH 0 ~ competitiv~ness -.. Foundation of BMernaTeJibCTB ~ Armenia npeafio>kehme no HOBOM ctpyktype 0TAen perynmpobahms:l B03AYWHOro TpaHcnopTa OnpeAeneHMe nonmtmkm MMHMCTepCTBO 3KOHOMMKM IIIJWI MMHMCTepCTBO TpaHcnopTa I PaccneAOBaHMe asapmm PaccneAOBaHMe asapmm 0TAen nonethbix onepai..\mm 0TAen ceptmci>mkai..\mm a3poapomob M ynpasnehms:. B03AYWHbiM ABM>KeHMeM TexHM'IecKoe perynmposahme ryra 0TAen 01..\eHKM nethom roahoctm l 0TAen abmai..\mohhom 6e3onacHOCTM HaA30p 3a 6e3onaCHOCTbtO ~ Pa3p,eneHIIIe cpyhk~iiic1 onpep,enehiiifl nomn1111< rexh 111'-lecKoro pery11111p0b8hiiifl B ~ells:ix rapahtiiipob8hiiifl He38BIIICIIIMOCTIII TeXHIII4eCKIIIX pewehiiic1 ~ OpraH, Hecy~111C1 OTBeTCTBeHHOCTb 3a aeap111111,,d.oll>keh 6b1Tb He38BIIICIIIMbiM OT opraha TeXHIII4eCKOrO pery11111p0b8hiiifl B ~ellfix o6ecne4ehiiifl Henpe,D.B3fiTOCTIII ~ ryra CO CBOIIIM YHIIIK8llbHbiM OnbiTOM,D.Oll>KHO npo,d.oll>k8tb OTBe48Tb 38 TeXHIII4eCKOe perynlllpob8hiiie Ill Hap,3op 3a 6e3onacHOCTbtO ~ B ~ells:ix o6ecne4ehiiifl He3aBIIICIIIMOCTIII ryra,d.oll>kho COXpaHIIITb cpiiih8hcobyio Ill onepa~iiiohhyio He38BIIICIIIMOCTb

31 3 lr1haect~~~m a pa3b~t~e cektopbl TYP~3Ma a ~en.rx yaen~"'ehm.r KOil~"'eCTBa Typ~cToB TypHCTbl MOryT CTaTb CMJibHbiM cpaktopom crrpoca Ha -~~i.i\1crd 1.,~ Competitiveness abmarrepeb03km ~; Foundation of.. Armenia B To apemr KaK KOil~"'eCTBO np~e3>kato~~x noctorhho yaen~"'~baetcr...../ % B foa _/' / AOflR np~e3>kato~~x Ha OTAbiX ~ COOTHOWeH~e Typ~CTOB M o6~ero "'~cna np~e3>kato~~x a ctpahy ace e~e RBnRtoTCR H~3KIIIMIII 1 Typl..\lt1R.QonR TYPIIICTOB 2, 2012 r. npol..\ehtbl 62 Kon-ao Typ~cToB B roa Ha >KIIITene~ 294 Pocc111R rpy31t1r A3ep6ae1- A>KaH ApMeHit1R 1 He BKiliOI.la51 TYPl-ICTOB, npl4exabwii1x B roctii1 K APY3b51M l4 cembe, coctabn5110lj..il4x npl4mepho 45% OT o61j..1ero KOnl'tllecTBa npl46bjbaiolj..il4x B ApMeHl He BKntOI.la51 TYPl-ICTOB, npl4exabwll1x B roctl-1 K APY3b51M l4 cembe; BKntOI.la51 TYPl-ICTOB, npl4exaswll1x B otnyck, Ha o6yl.lehl-te, An51 yl.lactl-151 B cnoptl-ibhbix 111 K.YnbTYPHbiX C06b1Tl451X l4 Ha nel.lehl'te lt1ct04hit1k: CTaTl4CTl4Ka npl46bjbaiolj..il4x; UNWTO; BceM1!1pHbl~ 6aHK; Me>KAyHapOAHOe 1!1ccneAOBaHl'te-cTaTl4CTII1Kl4 np1116bjbaiolj..il4x USAID (2007 r.); McKinsev <#>

32 3 ~HsecTM~MM s pa3bmtme cektopbl TYPM3Ma s ~e1u1x yse11m4ehm.a K011M4eCTBa TYPMCTOB YBeJIMqeHMe ITOTOKa T)'PMCTOB MO)KeT 6biTb -~~1.1\1Cr:~ 1.., 3HaqMTeJibHO YCMJieHO 3a cqet MHBeCTMQMM B 3 HanpaBJieHM.HX D np111mepb npaktiiikiii Ha cne.qyioll.iiiix cnai:1.qax.-, ;.e~ Competitiveness -._; Foundation of.. Armenia.. _1 np111mepb npaktiiikiii (Hosas:1 3enaH.QIIIS'I Ill rpy3111s'i) B nplllno>kehiiiiii 1 HanpasneHM.A ~ Cocpe.QoTo4eHIIIe KOMMep4ecKoro pa3biiitiiis'i Ha 3-4 np111op111tethbix HanpasneHIIIS'IX np111op111tethbix HanpasneHIIIS'I 3a npe.qenamiii EpesaHa - 3oHbl pa3biiitiiis'i TYPIII3Ma Ha Tepp111TOp EpesaHa ~ Yny4WeHIIIe TeM8TIII4eCKOrO CO.Qep>K8HIIIS'I Ill K84eCTB8 IIIHcpOpMa~llllll no OCHOBHbiM HanpasneHIIIS'IM - 111CTOpllls:i/KynbTYP8 - Penlllrllls:~ - nplllpo.qa/np111knl04ehiiis'i - rophonbi>khbli:1 CnOpT ~ CoxpaHeHIIIe CTIII4Hoe socctahosnehiiie KYnbTYPHbiX, nplllpo.qhbix 111 IIICTOplll4ecKIIIX 06beKTOB - PacKonKIII 111 KOMMep~111an1113a~IIIS'I,[10Xp111CTIII8HCKIIIX 06beKTOB 2 ~H<f>pacTpyK Typa ~.QOpO>KHOe coo6ll.lehiiie Me>K.Qy ropo.qamiii MeCTH8S'I CeTb, OpllleHT111p088HH8S'I Ha TYPIII3M );.> TypiiiCTIII4eCK8S'I IIIHcppacTpyKTypa 111CT04HII1K: CTpaTeriiiS'I McKinsey no pa3biiitiiiio Typ111CTIII4eCKoro cektopa s ApMeHIIIIII s rr. --- <#>

33 3 np1.1mep 1;13 npakti;tki;t: a3ponopt Acp1.1H IlpHMep H3 rrpakthkh: AsporropT AcpHH BBO,ll;HT rrporpammy CTHMYJIHposaHH.H B :u;eji.hx pacmhpehh.h B03,n;ymHoro,n;BH.JKeHH.H L -.,~~ f\ici=a fjt-..,;a.;_ e Competitiveness -.; Foundation of Armenia CTHMynHpoeaHHe OTKpbiTH~ HOBbiX MapwpyTOB 8 c11y4ae p,o6as11ehiiifl o11ee HOBbiX Me>KAyHapO,QHbiX MapwpyTOB, Ha C60pbl 3a CTOfiHKY Ill np1113em11ehi/ie npe,qoctab11f!etcfl 3Ha4111Te11bHaf! CKIII,QKa - CKIII.QKa 1 00% Ha nepbble 2 rop,a - CKIII.QKa 50, % Ha c11ep,y10ll.\111e 3 rop,a 3a BBO,Q HOBOro p,a11bhero Me>KAyHapO,QHOro MapwpyTa 1 - CKIII.QKa 1 00% Ha nepbble 3 rop,a - CKIII.QKa % Ha c11ep,y10ll.\111e 2 rop,a Bee MapwpyTbl e a3ponopty AcpHH YeenH"'eHifte "13CTOTbl pehcob 3a,QOn011HIIITe11bHYIO 4aCTOTY p,a11bhiiix 1 Me>KAyHapop,HbiX pevicos - CKIII,QKa 100% Ill 50% B nepbbiviiii BTOpoVI rop, 3a,QOn011HIIITe11bHYIO 4aCTOTY Me>KAyHapO,QHbiX BHyTpeHHIIIX pevicob Ha KOpOTKIIIe pacctof!hiiifl - CKIII,QKa 50% B nepbbivi Ill BTOpoVI rop, - CKIII.QKa 25, % Ha c11ep,y10ll.\111e 3 rop,a Harpap,a OAG 3a MapKeTIIIHr MapwpyToB aaponopta s Espone, 2009 r. - 5-VI no cyety rop, 15-VI BceMIIIpHbiVI cpopym pa3biiitiiifl MapwpyTos - AcpiiiHbl 3aHIIIMatOT nepsoe MecTo B Espone, 2009 r. Harpap,a Eagle lata 3a MapKeTIIIHrosyiO no,q,qep>kky abi/iakomnahiiivi, 2003 r. 1 6onee 4,5 yacos lllct04hl.1k: car;1t a3ponopta A 1.1H; lata; McKinsey

34 3 npmmep M3 npaktmkm: 33pOnOpT nparm tltft Com:Jv~~~sai.,~ ~ 1\IC-A AaponopT nparlll pacn~naraet WlllpOKIIIM cnektpom npe.qjlo>kehiiivi 8 pamkax cy~ectbyk>~elll cxembl CTIIIMYillllpOBaHIIIs:l.;. Foun~~~n?~ AsMaKoMnaHMM, 0611\ee npeactasnehme MMetOll.\Me npaso CxeMa etii1mynll1posahii151 Ha Y'-13CTMe B pa3pa6atbibaete51 An51 cxeme asll1akomnah111vi, KOTOpble CTMMYI1MpOB3HM.R eootbetetbyiot KOHKpeTHbiM Tpe6osaHII151M a Te4eHII1e onpeaenehhoro nep1110aa CK111AKa Ha noeaa04hbivi e6op AO 95 /o YcnoBM.R ~ Prague ~ Airport 0A111H 1113 n51tii1 KpynHeVIW111X nepeb034111kob no KOnll14eeTBY naeea>kii1pob Y3en a aaponopty npar111, Ho He epea111 n51tii1 KpynHeVIW111X nepeb034111kob Ha4ano OTKpbiTII151 Hosoro HanpasneHII151 Ysenll14eHII1e o6utero KOnll14eeTBa noeaa04hbix MeeT 111 4aeTOTbl pel/leob no eyuteetbyiolltii1m HanpasneHII151M KoHt4ent4M.R COBMeCTHOrO 6peHAMHra a3ponopta nparm CT111Myn111posaH111e, HanpasneHHoe Ha npoab111>kehii1e abii1akomnahii1vi 111 aaponopta 3a e4et oxsata APYrll1x oehobhbix ropoaob lt1ct04hl-1k: cai1t a3ponopta npar1-1; McKinsey Asll1aKoMnaHII1111, 111Mel0utll1e npaso Ha y4aetii1e a exeme etii1mynll1pobahii151.qoetii1>kehii1e 6onee 50 Tble. naeea>k111pos a roa Ha4ano pa60tbl Ha HOBOM MapwpyTe Ysenll14eHII1e o6utero KOnll14eeTsa noeaa04hbix MeeT 111 4aeTOTbl pel/leos no eyuteetbyiolltii1m HanpasneHII151M AaponopT nparll1 np111o6petaet peknamhble HOeii1Ten111, B KOTOpbiX 8BII1aKOMnaHII151 ny6nii1kyet eso10 peknamy (Hanpii1Mep, ne4athoe CMVI, ohnavih- 6aHHepb1, npeee-penll13bl) Pa3pa6oTKa KaMnaHII1VI «netavite sawevi asll1akomnahii1evi 4epe3 npary BO MHOrii1X HanpasneHII151X» <#>

35 Y ApMeHIIIVI ectb 3 OCHOBHbiX B8P'1c:l~:$ fl0ilii.1tl-1klll B o6na_qm-aei.4anepeb030k, KOTOpble n03boils:it --, _,,,,_,_,_,_-- _ ,-,.,.,.,.,-,:::::':::':ysenw~f1~:~9:-,.,~~~~~:~~~~~it~it~~~~~:i:i:~:~: : :~:~~~:~;H;~:~:~:~;~:~;~:~;~:~L _::~:~:~~~:~;~:~~~:~} : : ;::;H=~:~~~:~~~:c ~:::;:;: ;~~:~:~:~;~::;~:~ :~: ~y:=:=:~:::::::::::: ",-",-, _,_:_..., _,,_-,_,_,_, _,_,_,,_,_,_, _ : : : : : : : : : : : : : : : : : : : ~ Lleils:IX 0 ecne4ehiiis:l ycnewfiq~::~flil~~eq:~!iehobth1 noiliiitl-1kl-1 HeOli.X9A~M() ' :p,a OT8Tb C CAep>K111BatO~l-1MIII cpaktopamiii ----, _,_,,_- ---,,,_, -- "~::'=::=: -9-~ro.o.~~~ttflle p -ewehills::~ 111.o.anbHelllwllle.o.elllcrs111s::~

36 Cero~HHIIIHHe peiiiehhh H ~ajibhehiiihe ~eiictbhh.,~~ t\icra fjp ~.,._~ co~gt7~~f~fn?! Cero.o.HHWHL1e pewehl1h.d.anbhe~wl1e.o.e~ctbl1h ~ npl1hhtl1e pewehl1h no CTPYKType noi1l1tl1kl1 L1 6L13HeC-MO.LJ.ei1L1 nepeb034l1k8, H8 KOTOpbiX Cile.o.yeT cocpe.o.ot04vitbch npl1hhtl1e pewehl1h no 803MO>KHO~ a.o.anta'-'vil-1.qilh CTPYKTYPbl ynpasnehl1h ryra npl1h.htl1e pewehl1.h no pykobo.lj.v!teilk> peanl138'-'l1l1 npoekta.qoctl1>kehl1e cornacl1h 38L1HTepecosaHHbiX CTOpOH OTHOCL1TeilbHO npe.o.no4tl1teilbhoro 88pL18HT8 Pa3pa6oTKa nnaha peanl-138'-'~l-1.qilh npe.o.no4tl1teilbho~ CTPYKTYPbl nonl1tl1kl1 L1 6L13Hec-Mo.o.enL1 nepeb034l1ka Pa3pa6oTKa MapKeTL1Hroso~.QOKyMeHTa'-'L1L1.LJ.IlH npe3ehta'-'l1l1 nepeso34l1ka V1CT04HV1K: McKinsey <#>

37

38 HecKOJibKO 30H B MHpe HMeiOT IIOJIHOCTbiO OTKpbiTbie pbihkh -.,~ 1\ICrA fjp~ ~i..i co~g~~1f~fn?1 HeKOTOpble npmmepbl OTKpbiTbiX pbihkob All~ rpa>k.qahckom aemai..\mm, Cso60AHble 6noKIII roa noanmcahm~ npeabap1!1tenbhas:l nll16epanll13al.lll151 D 6onee noapo6ho Ha cneayiol.llem cnaiiiae -, EeponeliicKaR ep.'t. abvia4viohha~ 30Ha (2006 r.) w. - ' t\,~ EC/CWA ~---= ~ HCaTnaHTVI4eCK~-l~\., nepenetbl _..., (2010 r.) ' ') t 0THOWeHVIe KMTaSI K OTKpbiTOMY He6y 3aBVICVIT OT Taro, HaCKOJlbKO CVInbHa CTpaHa-napTHep {KVITalil Kone6neTc~ B OTHoweHVIVI CWA, HO OTKpbiT Am:j pervioha ACEAH) - 4enb coctovit B TOM, 4T06bl HaliiTVI 6anaHC Me>K,Qy C03AaHVIeM CVInbHOrO pbihka, npeaoctabn~101..4ero KnVIeHTaM 60JlbWVIIil Bbi60p VI COOTBeTCTBeHHOiil 3ai..4VITOiil KOMnaHVIIil CBOeli! CTpaHbl ~ ~nohvi~-kope~ (2007 r.) AHACKOe,. C eCTBO.. (1991 r.) Pean1113a4V1~ «PeweHMH, npmhhtoro B fimycykpo» no Me)f(KOHTVIHeHTanbHbiM 30HaM «OTKpbiTOfO He6a» An~ CTpaH A<j>pMKM nocto~hho OTKnaAbiBaeTc~ npotek4viohvictckvimvi CTpaHaMVI, OC06eHHO Vl3-3a npotek4viohvictckoiil nojlvitvikvi B OTHOWeHVIVI y6bit04hbix Ha4VIOHa1lbH~XaBVIaKOMnaHVIIil 1 Xopow111iii nporpecc, 3-iii iii yposehb cso60abl OTKpbiTOro s 3Ha4111Ten ctenehii'i peani!130bahbl "' ~" ABCTpallVI~ Hosa~ 3enaHAVI~ (2000 r.) lllct04hii'ik: 3KcnepTHas:~ rpynna McKinsey no TpaHcnopry; IIIHcppacTpyKType 111 norii'icti!'ike <#>

39 JlH6epaJIH3aQH.H 6JIOKHpyeTC.H CTpaHaMH, HMeiOIQHMH ~~ _ He3HaqHTeJibHbiH MeCTHbiH crrpoc, H CJia6biMH HaQHOHaJibHbiMH f)tf.i.r\ic~~ ~ ii. Competitiveness rrepeb03qhkamh, KOTOpbie He CMOryT s<t><t>ekthbho KOHKypHpOBaTb.;. Foun~~~n?: OcHOBHble aprymehtbl 3a OTKilaAbiBaHMe peai1m33~mm pewehm.sl, npmh.sitoro B.fiMyCyKpO, cornacho cbeaehm.swm AKrA 1 1. CKopee scero, 6onee CHllbHble act>pmkahckme nepeb03'"1mkm nornon bl MeHee KpynHbiX Hal..III10H811bHbiX nepeb034111kob 2. Pa3Mep H3l..IMOH3llbHOrO pbihka He MOr o6ecne4111tb conytctbytol1\111e pacxop,bl Ha pacw111peh111e 111HcppacTpyKTypbl aaponoptob,d, ee KpynHbiX nepeb034111kob 3. Bepo51THOCTb Taro, 4TO He>KenaTenbHble nacca>kmpbl 1113 p,pyr111x ctpah oka>kytc51 B rocyp,apcts,ax 4. MH0r111e CTpaHbl He 111MetOT peryn.rtmbhbix oprahob MllM oprahob KOHTpOll.R 33 peallm33l..imem 33KOHOA3TellbCTB3 0 KOHKypeHL.~MH, KOTOpble MOrnll1 6bl KOHTp011111pOBaTb/06ecne4111B8Tb pe cornawehii151, >Ke p,e51te11bhoctb TaKII1X oprahos orpahii14eha '' 6011ee C11a6biM y4acthii1kam OCTaeTC CMMpMTbC.R C cl>aktom CBOeM HeB03MO>KHOCTM npmhmm3tb y'"lactme nonbit8tbc51 BHe,D,p111Tb c6a11ahc111pob8hhyio n110ll\a,d,ky, Ha KOTopo~ 111x npe3tom111pyemoe npaso y4actii151 6yp,eT rapaht111posaho AKIA, 2012 a. EsponeHCKa.H KOMMCCM.sl OnMCbiBaeT npm'-imhbl MeAileHHOH peanm3a~mm ycnobmh cornawehms1, AOCTMrHyToro B s:imycykpo, ClleAYK>U4MM o6pa30m 1. MecTHbiM cnpoc Ha B03AYWHble nepeb03km He60llbWOM, bWII1HCTBO 8BII HII1~ '"13CTM'"IHO npmh3alle>kat rocyaapctby M He MMetOT KOHKypeHTOB 2. He3Ha'"IMTenbHa.R AOll.R pbihka y act>pmkahckmx 3BM3l1MHMM: Ha 111X,D,01110 np111xo,d,ii1tc51 BCero 40% 06beMOB nepeb030k Ha Me>KKOHTII1HeHT811bHbiX pe~cax 111 T011bKO 30% - Ha pe~cax B Espony 111 CTapHbl >KHero BocToKa; TaKII1M o6pa3om, 6onbwa.R '"lactb nepeb03'"1mkob HeCeT y6bitkm, 6ep.R Ha ce6.r AOllrM '' Acppii1Ka - 3TO KOHTII1HeHT, Ha KOTOpOM np0111cxo,d,51t 3Ha4111Te11bHble 1113MeHeHII , 4T06bl He ynyctii1tb B03MO>KHOCTb BOCn011b3088TbC51 poctom B ccpepe TYPII13Ma, Topros HBeCTII ~, 6o11bWeMy 4111C11Y acpp111k8hckii1x CTpaH He06XOAMMO OTK333TbC.R OT nollmtmkm npotekl.imohm3m3 B OTHOWeHMM y6bito'"ihbix H3l..IMOH3llbHbiX 3BM3KOMnaHMM M AOnycTMTb APYrMx nepeeo3'"1mkob K KOHKypeHL.~MM,,D,1151 HeKOTOpbiX 3TOT npol.iecc OKa>KeTC e3HeHHbiM HO EeponeiJCK8R KOMUCCUR, Acppl!lKaHcKafl KOMI!lCCI!lfl rpa>k,llahckolil asl!lal.ll!llll lllctoyhi!lk: AKrA; EsponelilcKafl KOMI!lccl.1fl <#>

40 ::I: OJ ~.t: 0\~ X ::0 g X s; 0 s: 0\ 0 CD "'0 0 Q) :::J 0\~ 0 CD -1 ::I: Q) s; ~ ::a 0 w CD "'0 ~ s; m Q) 0 E s; s: s; -8- Q) A -1 0 "'0 Q) s: s;

41 1 0TKpbiTOe He6o- npmmep rpy3mm Y CJiyrH abharrepeb030k 3HaqHTeJihHO pa3bhjihch B fpy3hh llocjie JIH6epaJIH3aiJ;UH:; poct o6ecrreqhbaetc.h B OCHOBHOM 3a cqet ysejimqehh.h qactothl llojietob.,~~ f\icra f)t~~ ~ Competitiveness ;. Foundation of Armenia e 4Mcno MeeT, 2012 r. CpeAH~~ 'lactota no HanpaeneHM~M TbiC~'I rpy31o1r CT8H081o1TCR 4neHOM 9Aio1HOIII 881o1841o10HHOIII 30Hbl EC Me>K.QyHapOAHbiX pemcoe B HeAemo lo13kotapv1cphbl~ 0 rpy31o1r H841o1H89T ' B034VIKVI peanlo1308bl8atb 4, r ,0 700 V1HOCTpaHHble 3,5 600 OCHOBHble 3,0 500 nepeb034vikvi 400 2, ,0 200 lpy31o1hckio1e 1,5 100 nepe80341o1kio HanpaeneHM~ BblneToB M3 T6MnMCM 2004 r r. ~ CeKTop ycnyr 803AYWHoro rpahcnopra 3H841o1TenbHO pa381o1ncs:~ 8 rpy31o11o1 nocne Ha4ana peam13841o11o1 6onee n1o16epanbhoiii nonlo1tio1kio1 a81o1anepe8030k - y8enlo149hio1e 41o1cna Mecr Ha 133% c 2005 r. no 2012 r. 3arpy3K8 881o18nlo1Hio1111 AOCTio1rna lo1ctoplo149ckoro M8KCio1MyMa r. );> 3TO 6bln0 o6ecne49ho 8 OCH08HOM nytem n08biw9hio1r 48CTOTbl nonet08 H8 63% (C 2,4 nonet08 8 H9A9n10 8 onpeaenehhom Hanpa8neHio1VI r. AO 3, r.) );> Kon1o14ecr8o Hanpa8neHio1111 8blpocno Ha 15% (c 33 AO 38 Hanpa8neHL-1111) 1 MO~HOCTI/1 Ans:! nepenetob B OAHY CTOpOHY V1CT04H1!1K: Diio Mi; McKinsey <#> 5,5

42 1 0TKpbiTOe He6o - npltlmep MapoKKO HH3KOTapH<l>Hhie nepebo3qhkh (LCC) nobhichjih noka3atejih, 11 Ha Hx "ff.~ 1\ICrA,ll;OJIIO IIpHXO,ll;llTC.H OCHOBHOH poct Ha pbihke; HaiJ;HOHaJihHhlll IIepeB03qJ1K ;_~ Compet i ~v~~ 0 e~~ -.. Foundation of Ma:QOKKO,n;o_6HJI.c.H_.p_ocTa_o6n...e,.M a_nepeb030k ~ Armen!. Pae4eTHoe npeanaraemoe 4111eno MeeT Ha pe~eax Me>t<Ay EC L.. L.. L.. L.. noj1111tii1ka OTKpbiTOro He6a c EC L.. L.. L.. L.. L.. L.. L.. L.. L.. ~ 0 ~ N M ~ ~ ID ~ 00 m 0 ~ N M ~ ~ ~ ~ N N N N N N N N N N N N N N Royal Air Maroc,,/J,OI1S1 pbihka,% npo e HII13KOTap111QJHble Ryanair ; easyjet ~ Atlas Blue 1 \ 4apTepHble/ \ r1116p111ahble Mainline Royal Air Maroc MapoKKO, MnH MeeT CpeAHSUI ltactota no HanpaeneHMS1M Me>KAyHapOAHbiX pe.:1coe e HeAemo 8,4 8,2 8,0 7, ,4 7,2 7,0 6,8 6,6 6,4 6,2 6, HanpaeneHMS1 BbiJleToe 1113 Kaca6naHKM ~ CeKTop ycnyr B03AYWHoro TpaHcnopTa 3Hai..III1Tei1bHO pa3bii1i1cs:l nocne noan111cahii1s:l MapoKKO comawehii1s:l o6 OTKpbiTOM He6e co ctpahamii1 EC - yse eh111e CI1a MeeT Ha 80% c 2006 no 2012 r. MOL4HOCTb 3arpy3KII1 as111a11111h AOCTII1ma 111CTOp eCKOro MaKCII1MyMa B 2013 r. };> Ysen eH111e o6bemos nepeso30k s Kaca6naHKe 3a c1..1et pacta CI1a HanpasneHII1171 c 7 4 no 106 ( +43%) };> obii1 OTMel..leH 3Hai..III1Tei1bHbll71 poet nponyckhoi71 cnoco6hoctii1 APYrll1x a3ponoptob MapoKKO MeCTHble nepeb kii1, AOI1s:l pbihka KOTOpbiX CHII13111J1aCb, HO 06L4111JI1 06beM nepeb030k ysej j1cs:l (29+%) 1 KoMnaHI..UI Atlas Blue Ha 100% np11haane>kana RAM; 6b1na BTOPI-1YHO 11HTerp!-1posaHa B Royal Air Maroc B 01<n16pe 2009 r. V1CT04HV1K: OAG; FlightGiobal; McKinsey <#>

43 1 0TKpbiToe He6o- npmmep ApMeHMM IlpHMep HarrpaBJieHH.H ApMeHH.H-0A8 HJIJIIDCTpHpyeT IIOJIO)KHTeJibHOe BJIH.HHHe KOHKypeHIJ;HH.,~~ 1\ICi=A!Jt ~ Competitiveness.._.; Foundation of e.-;a.;.... Armenia ~-- Pe3yilbTar ~ehbl ch~>t<atotc~, Pa38~T~e: KOHKypeH~~~ pactet B 2012 r. 4acToTa pevico8 8 OA3 8 HeAente 6b1Ila orpah~4eha ~ 2 pevicam~ Armavia ~ 3 pevicam~ FlyDubai KOI1~4eCT80 nacca>k~po8 y8ei1~4~8aetc~ CaMas:l Hlii3Kas:1 450 ~..teha, nonet «TyAa VI o6patho», AOilil. CWA l -56% 198 l nocne Toro, KaK Arm a via npekpat~na Ae~Ten bhoctb, A8~aKoMnaH~~ FlyDubai nony4~na pa3peweh~e Ha 8blnonHeH~e 7 pevico8 8 HeAeiltO c ~toh~ 2013 r. A8~aKoMnaH~~ Air Arabia no~8~nacb Ha pbihke 8 cepea~he a8rycta, 8blnOilH~~ 3 pev!ca 8 HeAeiltO 8 aaponopt r. WapA>K~, o6ecne4~8a~ KOHKypeH~~tO 8 3TOM Hanpa8IleH~~ Kon-so nacca>t<lil poe Armavia FlyDubai asrycta 2012r t 1-8 asrycta 2013r % <l>akh1lleckliie BblneTbl B 2012 r., J<YnileHHble 6L!IIleTbl B 2013 r asrycta 2012 r. - 2 pejijca so FlyDubai, 1 pejijc Armavia; 1-6 asrycta 2013 r. - 6 pejijcos FlyDubai lilctoyhliik: Onpoc npeactabliitenej7j a3ponopta 3eapTHOl..l; Fly Dubai; McKinsey <#>

44 Mo,n;eJih <PoH,n;a rrph6hijih - ochobhhie,n;orry:rn;ehhh (1/ 4).,~~ 1\ICi=A fjt~ ~~ Competitiveness -.; Foundation of.. Armenia 0TCYTCTBMe MeCTHOrO nepeb03"1mka.qonyll.\ehm~ MecTHbnll He3aBMCMMbiM pemcobbim nepeb03"1mk.qony~ehm~ 060CHOBaHMe UeHbiHa 6MneTbl CTpyKTypa pacxoaob ~ CHL.1>KeHI!1e t.~eh 4epea 2 roaa nocile J.> BHeApeHI!IS'I noili!iti!iki!l (ynpaails:~emoro) OTKpbiTOrO He6a.QCC: -30% Mapwpy,-bl, no KOTOpbiM yaeill!14eha KOHKypeHl.ll!ls:l :-15% ~ CHI!l>KeHI!le t.~eh 4epea 2 roaa nocile aheapehi!is'i noili!iti!iki!l (ynpabils:lemoro) OTKpbiTOrO He6a LCC: -30% Mapwpy,-bl, no KOTOpbiM yaem14eha KOHKypeHLII!ls:l:-15% 8 pamkax ct.~ehapl!ls:!, npeanoilaraioi.j..iero cy6cii1ai!11!1 : MeCTHbllii nepeb0341!1k YCT8H8Bili!1BaeT CaMyiO HI!13KYIO t.~ehy Ha 61!1IleT Ha ypobhe KOHKypeHTOB, 38 1!1CKI1104eHI!1eM peliicoa a EC; no peliicam a EC MeCTHbllii nepeb0341!1k yct8h8bili!1b8et pact.~ehki!l nepeao341!1ka pa6otaioi.j..iero a cermehte FSC (noilhoro KOMnileKca o6cily>ki!1bah1!1s:!) ~ ~ CHI!l>KeHI!le t.~eh : H8 OCHOB8HI!11!1 peri!ioh8ilbhbix np1!1mepoa (Ryanair 111 Wizzair a BeHrp1!11!1, Wizzair B rpy31!11!1) ; cpabhi!iteilbhble A8HHble, co6pahhble Me>KAyHapOAHOiii accol.ll! elii B03AYWHoro TpaHcnopTa (lata) no B03AeliicTBI!110 Ill!16ep8Ill! !11!1 B03AYWHOrO npoctp8hctb8 1!1 nobbiwehi!is'i KOHKypeHLII!11!1 H8 ypoaehb t.~eh H8 6111IleT Peliicbl MeCTHbiX nepeaoa41!1koa: cornacoaahi!le C8MO!Ii HI!13KO!Ii t.~ehbl H8 61!1IleT Tpe6yeT npabi!iteilbctbehhbix cy6ci!1a1!1ili Ails:! MeCTHbiX nepeao341!1kob; ckopee acero, EC He npi!imet :noro a pamkax cornawehi!is'i o6 OTKpbiTOM He6e... ~ FSC: LOT ~ LCC: easyjet ~ MecTHbllii nepeb0341!1k: Armavia ~ FSC: LOT ~ LCC : easyjet ~ 0cp !18IlbHble A8HHble Ha OCHOBe CBeAeHI!llii 111KA0 ~ LOT: BocT04Ho-eaponeliicKas:~ aal!lakomnahi!is'i cektopa FSC, a ochobhom coaepwaioi.j..ias:l noiletbl Ha yakocpioaeilh>khbix BC ~ easyjet: cpeahs'is'i CTPYKTYPa aatpat HI!13KOT8p1!1cpHoro nepeb0341!1ka (LCC); napk camoiletoa 111a MOAeill!l A320 ~ Ce6ecTOI!1MOCTb eai!ihi!ll.lbl CKoppeKTI!lpoaaHa no Aili!ITeilbHOCTI!l :nana ~ CeKTop FSC 111 LCC: CTPYKTYPa pacxoaob aaanti!lpoaaha K aaponoptobbim c6opam 111 CTOI!IMOCTI!l TOnili!1B8 B 83pOnOpTY EpeaaHa ~ MecTHbllii nepeaoa41!1k: CTPYKTYPa pacxoaob 8A8nT1!1pOBaHa Ails:! y4eta CKI!IAKI!l B 40% Ha aanoptobble c6opb1 111 CKI!IAKI!l a paamepe 5% aa TOnili!IBO 111cT04HL.1K: McKinsey <#>

45 Mo~eJih <PoH~a rrph6bijih - ochobhhie ~orryrn;ehh.h (2/ 4)!Jt...,~~ f\icra Competitiveness...; Foundation of.. Armenia e.-;a.;_ 0TCYTCTBMeMeCTHOrO MecTHbiM He3aBMCMMbiM nepeeo3"1mka pemcobbim nepeb03"1mk.qony~ehmst.qony~ehmst 060CHOBaHMe.QonM pbihka ~,IJ,on~ pbihka Hli13KOTaplilcpHbiX nepeso34111kob s ApMeHIIIIII s HacTO~~ee spem~: 3% ~ 04eHKa ysenll14ehiii~ AOnlil pbihka Hli13KOTap1!1cpHbiX nepeso34111kob no rpy (a3ponopt T6111nlilclil) +4% nocne 2 net OTKpbiToro He6a +15% nocne 6 net OTKpbiTOrO He6a ~ C4eHap111VI OTKpbiToro He6a: 04eHKa AOnlil pbihka Hli13KOTap1!1cpHbiX nepeb0341!1kob B pamkax C4eHap1!1~ OTKpbiTOrO He6a 6e3 MecTHoro nepeso34111ka 6e3 cy6c111a111vi:,d,on~ pbihka MeCTHoro nepeso341!1ka - 15% C cy6ci!iaiii~miil:,ij,on~ pbihka MeCTHOrO nepeb034111ka - 20% ~ C4eHap111VI «ynpasn~emoro» OTKpbiTOrO He6a: 04eHKa AOnlil pbihka Hli13KOTap1!1cpHbiX nepeb0341!1kob - 5% 6e3 cy6ci!ia111vi :,IJ,on~ pbihka MeCTHOrO nepeb0341!1ka - 25% C cy6ci!iaiii~miil:,ij,on~ pbihka MeCTHOrO nepeb0341!1ka - 30% ).>,IJ,on~ pbihka Hli13KOTaplilcpHbiX nepeb034111kob: C4eHap111Vi OTKpbiTOro He6a: rpy3111~. IIIMeiO~a~ noxo>kee reorpacp1!14eckoe pacnono>kehiile 111 ahanori!14hble TYPIIICTI!14ecKI!Ie notokiii C4eHap111VI «ynpasn~emoro» OTKpbiTOro He6a: He6onbWOVi poct no cpashehiiiio c AOn~Miil pbihka no COCTO~HI/110 Ha IIIIOHb 2013 r. ~,IJ,on~ pbihka MeCTHOrO nepeb034111ka: C4eHap111VI «ynpasn~emoro» OTKpbiTOrO He6a 6e3 npeaoctabnehiii~ cy6ciiiaii1vi: Ta >Ke cama~ AOn~ pbihka, 4TO 111 y Armavia s2012r. nonliiti!ika OTKpbiToro He6a np111sena K CHIII>KeHI/110 AOnlil pbihka Ha 10% Cy6CIIIA yseni!141!1baiot AOniO pbihka HaS% IIICT04HI'IK: McKinsey <#>

46 Mo,n;eJih cpoh,n;a rrph6bijih- ochobhhie,n;orry:rn;ehhh (3/ 4).,~~ 1\ICi=A fjt~ Competitiveness -..; Foundation of.. Armenia ~~ 0TCYTCTBMe MeCTHOrO nepeb03'1mka.qony~ehmsi MecTHbiM He3aBMCMMbiM pemcobbim nepeb03'1mk.qony~ehmsi 060CHOB3HMe,_ Bee eyll.leetbyioij.ii!ie B H8eTO~LJ.1ee BpeM~ H8np8B11eHIII~ (11110Hb 2013 r.) 6YAYT Ill A8nbWe o6eny>kiiib8tbe~ MeeTHbiM nepeb034111kom/fsc, BKJ11048~ y6bit04hble H8np8sneHIII~,_ Henplll6bl11bHble M8PWPYTbl o6e11y>kiiib8t0te~ B03MO>KHbiX n0110>ki/itenbhbix 3cpcpeKTOB OT notokob B eeti!i ee30hhofo n8ee8>k111ponotok8 TpaHcnopTH as. cetb Mapwpyrbl, no KOTOpbiM Bblpocna KOHKypeH4MSI );> H84IIIOH811bHbli.1 nepeb034111k o6e11y>kiiib8et «o6~38te11bhble» H8np8B11eHIIIR eylj.ieetbyioij.ii!ie B H8eTO~ll.lee BpeM~ HIIIWeBble H8np8B11eHIII~ n1110e MoeKB8, np111 H8nlll ey6ei!iai!ii.1 T8K>Ke pel.1ebl B Ay KpynHei.1wllle 83ponopTbl Esponbl, 4TO 06eene4111B8eT Me>KKOHTI/IHeHT8nbHYIO eb~3b );> H1113KOT8plllcpHble nepeb034111kiii p860t810t H8 HeKOTOpbiX H8np8sneHIII~X Pel.1ebl K eylj.ieetbyioij.iiiim 6838M (H8 p8eeto~hiiiiii He 6o11ee Mlllnb), np111 H8nlll AOeT8T04HOfO enpoe8 (eylj.1eetbyioij.i8~ BMeeTI!IMOeTb 6onee e110BeK B foa) H8np8sneHI!I~ e HIII3KOAOXOAHbiM n8ee8>kiiiponotokom, T.e. noteh bhbli.1 enpoe no H8L\IIIOH811bHbiM np h8m Ill B eb~3111 e B03MO>KHOeTbiO OTAbiX8 (H8np1!1Mep, C04111, MIIIHep811bHble BoAbl, PoeToB),. H8np8B11eHIII~ e K eeTBOM nepeb034111kob AO 3, HO OTHOei!ITenbHO BbleOKoi.1 I );> H8npas11eHIII~ e KpynHbiMIII cpoha8miii np1!16bl11111,,. etoiiimoetbio nepe11et8 (> 0,5 AOn118pos CWA 38 MlllniO) 111n111 H8np8B11eHI!I~, H8 KOTOpbiX 06bi4HO p860t8et 1 nepeb034111k np111 H8nlll BbleOKOrO enpoe8 (eylj.1eetbyioij.i8~ BMeeTI/IMOeTb 6011ee enOBeK B foa) );> Bee esponei.1ekiiie l.lehtpbl 8BIII8eoo6lJ.IeHI!Ii.1 np111b11ek8te11bhble AJ1~ HOBbiX Y48eTHIIIKOB 111 T8KIIIM 06p830M, OTJ lJ.II!Iee~ nobbiwehhoi.1 KOHKypeHL\IIIei.1 );> Esponei.1eKI!Ie LleHTpbl BIIIA~T KOeBeHHYIO KOHKypeHL\ OTHOeiiiTe11bHOi.1 reorp8cp1!14eekoi !130eTIII 111cT04Hli1K: McKinsey --- <#>

47 Mo~eJib <PoH)l;a rrpm6bijim- ochobhbie ~orry~ehm.h (4/ 4) -~~\ f\icra fjiiiif~ Competitiveness.._; Foundation of Armenia ~~ e 0TCYTCTBM9M9CTHOrO nepeeoa~mka,qony~ehm~ MecTHbiM HeaaBMCMMbiM pemcobbim nepeb03~mk,qony~ehm~ 060CHOB8HMe CTMMynMpO BaH Me en poe a ).- CTII1MYI1111pOB8HII1e co CTOPOHbl HOBbiX nphmbix H8npasneHII1ill ~ CT1i1MYilll1pOB8HII1e ysej11114ehii1h KOHKypeH Ha HeKOTOpbiX H8np8BileHII1HX (poet 4111CI18 n8cc8>t<ll1pos Ha 28% B p8mkax Cl..leH8p111H OTKpbiToro He6a 111 H8 14% B p8mk8x Cl..leH8PII1H «ynp8bi1hemoro» OTKpbiToro He68) }.> CT1i1MYI1111POB8HII1e a nohsnehii1h HII13KOTapii1 HbiX nepes034111kob H8 HeKOTOpbiX H8np8sneHII1HX (poet 4111Cna nacca>t<111pos H8 40% B p8mk8x Cl..leH8p111H OTKpbiToro He H8 20% B p8mk8x Cl..leH8pii1H «ynpasnhemoro» OTKpbiToro He68) J;.. HeB03MO>t<HOCTb 3aMeHbl aaponoptom T6111n111C111 (4111CilO n8cc8>t<ll1pos 1113 ApMeHII1111 ysenii14111b8etch Ha 8%; Ha ochosahii1111 AaHHbiX onpocos ryp. onep8topos) ~ Ha HOBbiX HanpasneHII1HX ysenw lii1baetch cnpoc a onbwero YA06CTBa 111 noteh ilbhoro cnpoc8; TeMnbl poct8 Ha ochosahii1111 rno68ilbhbix 111CcneAOB8HII1ill MelKAYH8POAHOiil 8CCOI..III B03AYWHoro TP8HcnopT8 (lata) no nocileactb111hm Illl16ep8I B03AYWHOfO npoctp8hctb8 ~ CTII1MYI1111POB8HII1e n8cca>t<111pos no cp8bhii1tenbhbim AaHHbiM, co6p8hhbim MAST (lata) AilH Cl..leH8p111H OTKpbiTOrO He6a; npeanoi18r8etch, 4TO CTII1MYI1111pOB8HII1e OKa>t<eTCH H8 50% Hll1>t<e B pamkax Cl..leH8pii1H «ynpasnhemoro» OTKPbiTOro He6a }o> HeB03MO>t<HOCTb 38MeHbl 8aponopTOM T6111Ilii1Cii CHII1>KeHII1H CTOII1MOCTII1 6111I1eT8 3ct>ct>eKT Ha BBn M 38H~TOCTb }.> B03Aeli1CTB111e, p8cc4111t8hhoe H8 OCHOBaHII1111 AOXOAOB, nony4ehhbix B ApMeHII % AOXOA8 111HOCTp8HHbiX nepes034111kob 60% AOXOAa MecTHbiX nepeb034111kob ~ np1116b1ilb aaponoptob, 3a 111CKnl04eHII1eM AOXOA8 OT npoaa>t<ll1 TOni1111B8 100% np1116b1illl1 cektop8 TYPII13M8 111 np8bii1teilbctb8 8KJ11048H nphmoe, KOCBeHHOe HAYI..III1POBaHHOe B03Aeli1CTBII1e BBn s TP8HcnopToM cektope: 67% nphmoe/kocsehhoe, 33% 111HAYLIII1POB8HHOe BBn s TYPII1CTII14ecKoM cektope: 60% nphmoe/kocsehhoe, 40% 111HAYLIII1POBaHHoe 38HHTOCTb B Tp8HCnOpTOM CeKTope: 65% nphmoe/kocbehhoe, 45% 111HAYI..III1POBaH. 38HHTOCTb B TYPII1CTII14eCKOM cektope: 43% nphm.!kocseh., 57% 111HAYLIII1POB. }.> KaT8Ilii1TII14eCK111ill a ekt o6bi4ho 6onbwe, 4eM nphmoiil, KocseHHblli HAYLIII1POB8HHbllil BMeCTe B3HTble (He BKn104eH B MOAeilb) }.> 803Aeli!CTBII1e 8BII1ai1111HII1ill H8 OCHOB8HII1111 Ol..leHOK akcneptob, onbithbix A8HHbiX, nony4ehhbix B pe3yilbt8te 8H8Illl138 C03AaHII1H aaponopt8mii1 3KOHOM1114eCKOiil CTOII1MOCTII1 }o>.qoxoabl OT npoa8>kii1 TOni1111Ba He C03Aa10T MeCTHYIO CTOII1MOCTb }.> 04eHK8 111HAYLIII1POB8HHbiX a ektos c 111CnOilb30B8HII1eM K03cpcp eHTOB no lf1ha CO Cp8BHII1MbiMII1 3KOHOMII14eCKII1MII1 npocp111i1hm111 ; KOppeKTII1pOBK8 H8 HOpMbl 3KOHOMII1111 no ApMeHII cT04Hii1K: McKinsey <#>

48 2 nojuitmka «ynpabjlflemoro» OTKpbiTOrO He6a C MeCTHbiM nepeb03~mkom HeKoTophie rrpoekthhie pernehh.h ocy~ectbhmhi,n;jih MeCTHoro rrepebo3qhka:!~ 1\ICrA rh u u 6 6 It ~,z:j;orobop 0 \f./ pahliih3e C HHOCTpaHHOH abhkomiiahheh 0 ecrreqlft hictpoe... ;.c.;.. competitiv~ness ~; Foundation of {illpa!;aubahhe IIOTeH:gHaJia Armenia YpoeeHb napthepctea nepeb03ljmk CeTeeoli nepeeo3~mk HM3KOTapMc:l> ~ HIA Hble nepeb03ljmkm Co3AaHMe 6peHAa ~ «PeVIcbl British Airways, BblnonHfleMble Comair/Sun Air» ~ PeV!Cbl KOHTponlllpytaTCfl 111 BblnonHfiiOTCfl Comair (IOAP)/Sun Air (CKaHAIIIHaBIIIfl) ~ npoaykt npiiihaane>kiiit BA- HOMepa pevicob, noh>kiii, MapKeTIIIHr BRITISH AIRWAYS s Comair Limited --e-- ~ Onepa~MM M ynpaenehme ~ Ethihad c 49% AOneVI B JAT Airways 1113 Cep (6-e cornawehiiie Etihad o6 y4actiiiiii B KaniiiTane) ~ napthepckiiie OTHOWeHIIIfl 06ecne4111BaiOT w111pokyta cetb pevicos, YA06Hyta CTbiKOBKY pev!cos 111 ynpasneh4eckiiivi notehl..4111an Ethihad ~~vr ctih/~0 A I R W r\ \' r. jatairways ~ easyjet c 49% AOneVI B aslllakomnahiiiiii TEA (WseVIL..4aPIIIfl) ~ 0CHOBHafl L..4enb: AOCTyn K pbihky, KOTOpbiVt IIIHbiM cnoco6om orpahiii4eh a ABYCTopoHHIIIX cornawehiiivi ~ OnepaL seaytcfl Ha MecTe, BeAeHIIIe 61113Heca (HanpiiiMep, C03AaHIIIe cetiii, onpeaenehiiie L..4eH) ocy~ectbnfletcfl 1113 nohaoha easyjet /14... V1cT04HII1K: McKinsey <#>

49 Y ApMeHIIIIII ectb 3 OCHOBHbiX aap_!(1ahjia nonwrnkiii B o6nqg,ti'f i'~bii1anepe8o30k, KOTOpble n03boi1sn o6... ''-' ' " " '-"'-"' _,,,_,,,_,,,_,,,_,,,: Bef:l~Y~IR::,,_"' '~~~~!t~~~~~~-~it~~:imn~~:~=m : ::m~m~~~~mmmmt :_:_: : :~ : ~ _ :::m>t: ~eilfix 0 ecneyehvlfl yc[l~who~fpe'a"flv13a~v1v1 HOBOL- fttojj~tvlkvl He06XO.QV1MO pa6otatb C TpeMfl C.Qep>K~BatO~~MVl cpaktopamvl

50 Ha,n;3op 3a pa3jih"l!hbimh acrrektamh abharrepebo~?e! 4 ~~~!; 4 ~~oh HaA 3J;.i.I\1Ct N~a' P acrrperrejieh Me").U'rry HeCKOJibKHMH oprahamh.;.o... Competitiv~ness y y ogl :Z:Jj.a :z:- c;:z:..o QlQj:Z: ~;f i:;~8" :z:., MQ. ] :z: e! Q. 0 Ql ] :z: :z: Ql.. ~ Q. 0 :z: :r s.. t; :r EC f--1'1.~... ~ D 06ecne411BaeT BTOp114HYIO 30HY HaA30pa ~ Foundation of Armen1a 1. Eapone~cKoe arehtctbo aa11a4110hho~ 6e3onacHOCTI1 2. EapoKOHTPOilb 3. Eapone~CKa~ KOMI1CCI1~ 4. Eapone~CKI1~ 11HBeCTI14110HHbl~ 6aHK 5. CTpaHbi-Y4aCTHI1l.lbl BenHK06pHTaHHR 1. YnpaaneHI1e rpa>k,!iahcko~ aa11a41111 (CAA) 2. OTAen TpaHcnopTa, MeCTHoe npaa-ao 11 per110hbl HoaaR 3enaHAH~ 1. YnpasneHI1e rpa>k,!iahcko~ aa11a41111 Hoao~ 3enaHA Cn)I)K6a aal1al.l110hho~ 6e3onacHOCTI1 3. M11HI1CTepCTao TpaHcnopTa Pa3pa60TKa Mep nonmti1km TeXHM'lecKoe peryn~o~posahme HaAJop Ja 6eJonacHOCTbto CornaweHMR no as11a4110hhomy Ha4110HanbHble <l>mji'i'leckar o6cny>kmbahi110 noni'iti'iki'i AsManMHI111 AaponopTbl o8hkom8tbl 5eJDn8CHOCTb 6eaonaCHOCTb I I ~... ~~~-~-~-~-~--~-~ - ~~~::':l.~~~~~~ - ~~~~~~~?.~~~~~ - ~~~?.~.~--- CHHranyp 1. YnpaaneHI1e rpa>k,!iahcko~ aa11a41111 CI1Hranypa (CAAS) 1 2. MI1HI1CTepCTao TpaHcnopTa PaccneAOBaHHe HeC'laCTHbiX ~... ~~~~ - ~~~~-~-~X?..~-- ~~.?.~.~-~~~~~~~~ --~-~-~-~~~ - ~ - ~~-~~:.... PoccHR 1~~:~~:=~~::.7:.:~~~~=~,~:~==;:;,.. r;=.---,,.-._ -- ~ -; ,~- -- ~ ~,-~": r ~.=---::"'"' ~t I I I 3. rocyaapctaehhbll1 Hl/1111 rpa>kaahckoi1 aa11a41111 ~... X.~?..~~~~-~- ~:.. ~~ry!:'.~. ~~~-~-~~~.. :?..~~~~ -~-~:.~. ~-~.... YKpaHHa 1. rocyaapctbehha~ aa11a4110hha~ cny>k6a 1 2. Me>KrOCyAapCTBeHHbl~ aal1al.li10hhbl~ KOMI1TeT... rpy3hr 1. AreHTCTao rpa>k,!iahcko~ aa11a41111 rpy Cn)I)K6a B03AYWHO~ Haa11ra OpraHbl aaponoptoa po no paccneaobahi110 TpaHcnopTHbiX aaap11~ a I ~ I I I I ~ I rpa>kaahcko~ abi1al.ll Ha MOpCKOM TpaHCnOpTe 2, >S <SlpaHI..lHR l't. I ~ -% I I I T ~ I po no paccneaobahi1~m 11 ahan113y 6e3onacHOCTI1 rpa>kaahcko~ aa11a41111 (BEA) ('.J J ~ &. ~ f 1. rnaahoe ynpaanehi1e rpa>kaahcko~ aa11a41111 (DGAC) 3 c>l-1.. :'"''! ~ ~ ~ 8" 2. YnpaaneH11e B03AYWHO~ Haa11ra4110HHO~ CllY>K6bl 4- I I 3. YnpaaneHI1e 6e3onacHOCTI1 rpa>kaahcko~ aa11a411l11 4- I : lt1ct04hiiik: Caii!Tbl OTAeflbHbiX oprah1113a4111ill 111 oprahob, McKinsey <#> cnv~aeo

51 3 Bno>KeHMe cpeactb e pa3bmtme cektopa TYPM3Ma e ~ens:~x yeenmlfehms1 KOllMlfeCTBa Tl P.MCTOB II v ~.:- f\icra pabmtejibctba qacto CTaHOB.HTC.H rjiabhbimh,n;ehctbyro:rn;hmh JIHIJ;aMH t:tt.~:. v B rrpou;ecce ctahobjiehm.h H co3,n;ahh.h TYPHCTHqecKHX HarrpaBJieHHH HMJKaR OnpeAeileHHe OCHOBHbiX npaehn/yka3ahhh OnpeAeneHHe npaeoeolit cpeabl );> rapahh1si noiu1ti!14eckoi-1 cta61!1nbhoct1!1/o6ecne4ehi!le 6eaonacHOCTI!l }.> 06ecneYeHI!le co6ntoaehi!isi AOCT8T04HbiX CT8HA8pTOB 3ApasooxpaHeHI!ISI..., rl!lrl!lehbl J;> 06ecneYeHI!le 3Konori!IYecKoi-1 YCTOi-1YI!IBOCTI!l OnpeAeneHHe pbihoyhoh cpeabl );> J;> Ynpoll.leHI!le nony4ehi!isi Bl!13bl );> no661!1p088hi!le CHSITI!ISI aanpetob Ha aarpahi!14hble nonetbl B I!IHOCTp8HHbiX rocya8pctb8x HanpaeneHHst AilS! cektopa 1 CoaAaHI!le I!IAeHI!ISI/onpeAeneHI!le CTpaTerl!ll!l AnSI pa3bi!iti!isi TYPI!ICTI!IYecKoro cektopa 1 YnpasneHI!le paabi!iti!lem paani!iyhbix TYPI!ICTI!14ecKI!IX HanpasneHI!li-1 CoaAaHHe ycnoehiit peanh3ai..\hh PaaeHTHe HHcppaCTPYKTYPbl 2 Pacw...,peHI!le..., pa3bi!iti!le H81..\I!IOH8nbHOi-1 CeTI!l B03AYWHOrO, BOAHOrO, >KIA 1!1 AOPO>KHOrO TpaHcnopTa(Hanpi!IMep, Yepea C03A8HI!le rocyaapctbehh0-48cthbix napthepctb) J;> BbiAeneHI!le rocyaapctbehhoi-1 co6ctbehhocti!l AnSI paabi!iti!isi TYPI!ICTI!14ecKoro cektopa KaApoeoe o6ecne4ehhe 3 <l>1!1h8hci!lp088hi!le y4e6hbix nporpamm, Opl!leHTI!lpOB8HHbiX Ha TYPI!ICTI!14ecKI!li-1 cektop CTHMYilHpoeaHHe npo1..1eccoe e cektope J;> CoKpall.leHI!le 6topoKpaTI!14eCKI!IX npoi..\eayp, npensitctbyioll.ii!ix (BHYTpeHHI!IMI!l I!IHOCTpaHHbiM) I!IHBeCTI!li..\I!ISIM noaaep>kka HHHOBai..\HH 111CT04HI!1K: MGI/PSO Sector Competitiveness Project; McKinsey CTeneHb BMewaTenbCTBa 1113MeHeHHe nnoutaakh CTHMyilHpOBaHHe BHyTpeHHero npoh3boactba J;> J;> J;> Cy6CI!IAI!IPOBaHI!le..., nomep>kka I!IHBeCTI!ll..\1!1.:.1 B 06beKTbl, CnOC06CTBYIOLl.ll!le pa3bi!iti!iio TYPI!13Ma (Hanpi!IMep, OTenl!l, TeMaTI!IYeCKI!le napki!l Cy6CI!IAI!IPOBaHI!leasl!lani!IHI!li-1 06ecne4eHI!le/noMep>KKa C06CTBeHHOCTI!l, I!IHOCTpaHHbiX I!IHBeCTI!ll..\1!1.:.1 );> npi!ibneyehi!le Y8CTHOrO CeKTOpa 38 CYeT HI!13KI!IX HanOrOB CTHMynHpoeaHHe cnpoca 1 ~ 1 lnahi!lposahi!le..., cp1!1h8hci!lpob8hi!lehai..\i!ioh8nbh~x MapKeTI!IHfOBbiX KaMnaHI!li-1 1 <l>i!ih8hci!lpob8hi!le BOCCT8HOBneHI!ISI 1!1 o6ecneyehi!le AOCryna K Cyll.leCTBYIOLl.II!IM TYPI!ICTI!14ecKI!IM o6bektam..., C03A8HI!le HOBbiX 06beKTOB J;> J;> Cy6CI!IAI!IPOBaHI!le aatpat Ha TYPI!13M (Hanpi!IMep, onnatbl BXOA8 B Myae.:-1) OpraHI!1381..\I!ISI KpynHbiX Meponpi!ISITI!li-1 0 i.&.:.. Competitiveness -..; Foundation of Armenia e' Ha1116onee sa>khble 3neMeHTbl Anfl ApMeHI!11!1 npabhteilbctbo B Ka4eCTBe OCHOBHOrO HrpOKa C03AaHHe KOMnaHHH J;> J;> Cy6ci!IAI!IPOBaHI!le BbiCOKaR... CoaAaHI!le Hai..\I!IOHanbH0.:-1 asl!lakomnahi!ll!l..., ryponepatopa <l>i!ihahci!lposahi!le..., ynpasnehi!le pa3bi!iti!lem focti!ihi!14horo 61!13Heca noaaep>kka BeAyutelitcst AestTeilbHOCTH PecTpyKTypHpoeaHHe otpacnh ~ ' <#>

52 3 Bno>KeHMe cpeactb B pa3bmtme cektopa TYPM3Ma B ~enflx ysenmllehmsi KOilMllecTBa Tl J?MCTOB,[(mr nphbjieqehjm ryphctob ApMeHHH Heo6xo,n;HMo,n;eJiaTb,f'-1\1!:;~~~ ak~eht Ha IICTOpHHjKyJihT)'Pe II IIp1IpO,ll;HbiX 6oraTCTBaX --~ Foun1<:~~n?: CMllbHble CTOpOHbl B3>KHbiX 06beKTOB Al1S1 Me>KAyHapOA Horo TYPM3Ma CMllbHble 5YAYU4Me npmopmtetbl Cna6ble rophonbi>khblill cnopt 1 03AOPOBneHIIIe 1 HenpMrOAHOCTb AJ1S1 Me>KAyHapoAHoro TYPM3Ma CllO>KHO e ConH4e 111 nnr>kiii BTopM'IHble npoayktbl ropoackafl KynbTypa e np111knl04ehiiifl PeanM3yeMo ) ~ ~ CerMeHTbl IIICTOpll14eCKOf0 Ill np111poahoro TYPII13Ma (YacTo COBMeCTHO) AOn>KHbl CT8Tb Aflfl ApMeHII1111 np111op111tethbim HanpasneH111eM Aflfl KOMMepi..I1118Jlll ~ Pen111r111fl - 3TO Hll1wesaf! TeMa, 111 B 3TO~ 06Jl8CTII1 KOMMepi..I1118Jlll fl B03MO>KH8 TOJlbKO B COTPYAH111YecTse c ApMfiHCKO~ 1..1epKOBbtO Y ApMeHII MetOTCfl OTHOCII1TenbHO XOpOWII1e npeanocblflkii1 Anfl pa3biiitii1fl rophojlbi>khoro cnopta 111 cektopa 03AOPOBJleHII1fl, HO IIIX KOMMepl..lll18nll138l..llllfl Ja~MeT 6onbwe spemehiii ~ CerMeHTbl ropoackoro 111 np111kntoyehyeckoro TYPII13Ma MOryT 6b1Tb pa3bii1tbl Jlii1Wb BeCbM8 ymepehho, HO 6e3 3HaYII1TeflbHbiX yc111n111~ 111 np111 3TOM OHII1 CMOryT coae~ctsosatb pa3bii1tii1to npiiiopi!itethbix HanpaBJleHIII~ npoctota KOMMep~M311M33~1.Ut 1 0THOCI!1TeJlbHOe nojlo>kehii1e Ha WKane «Me>KAyHapOAHbiX CI!1JlbHbiX CTOpOH» fibjlfletcfl Op1!1eHT1!1p0804HO~, T8K K8K A8HHbiX Aflfl npobeaehi!1fl Ol..leHKI!1 HeAOCT8T04HO lo1ctoyhi!1k: CTpaTerll1s:~ McKinsey no pa3bi!1ti!110 TYPII1CTI!1YecKoro cektopa a ApMeHI!1111 s rr. <#>

53 C 1999 r. HoBaH 3eJiaH,n;H.H 3aHHMaeTc.H peajih3au;heii MapKeTHHroBoii.,~ ~ CTpaTerHH C IIpHBJie"lleHHeM MHO)KeCTBa KaHaJIOB IIO,lJ; 06IIJ;HM 6peH,[J;OM t)i f.:.l\lcr--:~ 1 '100% Pure New Zealand' ( «Ha 100% HaCTO.HIIJ;aH HoBaH 3eJiaH,n;H.H»)...._i co~gi~~~fn?1 _ ~,q,e ,4e11111 KaMnaHIIIIII 3anycK KaMnaHIIIIII «100% Pure New Zealand» r. 8 Ka4eCT8e nep8olil 8 Mlllpe rno6anbhoiil MapKeTIIIHro8olil KaMnaHl/1111 Uenb PacnpocTpaHeHIIIe IIIHcj:>OpMal..lllllll o Ho8olil 3enaHA KaK o TYPIIICTIII4eCKOM Hanpa8neHIIIIII 111 «nepeoalfa uhocmpahhbjm mypucmam RCHoao noaulfhoao nocnahur, co3cja10u4eao npeocmaenehur o HoeoiJ 3enaHCJuu, KaK o cmpahe, KomopyiO cmoum nocemumb» 06pa~eHIIIe K ay,qiiitopllllll 82C Ill 828 MapKeTIIIHr Ha notpe61!1tellbckom pbihke KoMnaHl/151 no pacnpoctpahehl/110 c8eaehiiiiil noa eaiiihbim 6peHAOM Ha OCH08HbiX 1..1ene8biX pbihkax C03AaHIIIe TYPIIICTIII4eCKIIIX caliit KaMnaHIIIIil 8 COI..IIIIanbHbiX cetfix (facebook, twitter, KaHan Ha youtube) KaMnaHIIIIII C08MeCTHbiX npeanpiii51tiiiiil, Hanp111Mep C08MeCTHO c Co8eTOM no pa38111tiiiio TYPIII3Ma 8 Ho8olil 3enaHAIIIIII (Tourism New Zealand) 111 CeTbiO no pa38111tiiiio rophonbi>khoro TYPIII3Ma (Ski Tourism Network).&v:l~}~ Me>K.QyHapo,q,Hble CMV1111 CBSI3111 c o6~ectbehhoctbto Pe3yllbT3Tbl B r. 4r.tcllo nocel14ehr.tm TYPIIICTaMIII 8blpocno c 1,6 Mlllnni!IOH08 AO 2,4 Mlllnni!IOH08 (+50%).QoxoA ot o6meha samotbl 8 cektope TYPIII3Ma C 3,5 MnpA H0803enaHACKIIIX AOnnap08 AO 5,9 MnpA H0803enaHACKIIIX AOnnap08 (+ 70%) Kollr.t'leCTBO ceahcos nollbjobatellem Ha TYPIIICTIII4eCKIIIX ca~i~tax 8blpocno c 1,4 MnH r. AO 10 MnH 8 roa r. Coo61.11eH11151, 8blnYI.l.leHHble 8 KOHTeKcTe peanlll3al..lllllll MeAr.ta-nporpaMMbl: 103 MnH Hane4aTaHHbiX CTaTelil 687 MnH 4epe3 8el.l.laHIIIe 209 MnH 4epe3 IIIHTepHeT 1 CTOIIIMOCTb 6peHA3 COCTa8n51na 13,6 MnpA AOnnapo8 CWA r. cornacho AaHHbiM lnterbrand 2 1 TonbKO /08 rr. 2 nocne 6peHAa Samsung 111 onepe>kafl Dell Ka>KAbllil roa Ho8a51 3enaHA11151 npiiihiiimaet 400 Me>KAyHapOAHbiX CMV1, 4TO no380n51et o6ecne4111tb OX8aT 1..1ene8biX pb1hk08 cpeact8amiii MaCC080iiiiiiHcpOpMal..lllllll (Hanpi!IMep, AOKyMeHTanbHble cplllnbmbl, peani!itiii-woy, e H080CTIII Ill T.A.) ABTOpr.tTeTHble 11111'-'a: nplllrnawehi/ie MeAIIIIiiHbiX n CTpaH, 518n XC ene8biMIII pbihkaml/1 (cnoptiii8hbix 38e3A, 8eAYI.l.IIIIX, aktep08, noni!itiiik08 Ill T.A.) Me>KAyHapoAHble OTAellbl HOBOCTeM: COTPYAHIIIKIII NZ Tourism llll.l.iyt 803MO>KHOCTIII An51 C03AaHI/I51 MeAI!Ia-KOHTeHTa Co6biTr.tSI: nomep>kka co6b1tiiiiil, npo111cxoa51ll.iiiix 8 APYrlllx ctpahax (CaA08a51 8biCTa8Ka 8 Yenc111 (nohaoh), r111rahtckiiiiil M514 Anfl per6111 Ill 4eMnllloHaT Mlllpa no per T.A.) ToproBbiM MapKeTIIIHr CoTPYAH1114eCT80 c periiiohanbhbimiii TYPIIICH14eCKIIIMIII oprahiii3al..llllfimiii 111 TYPIIICTIII4ecKolil otpacnbio Ho8olil 3enaHA An51 o6y4ehiii51 IIIHOCTpaHHbiX TYPIIICTIII4ecKIIIX areht08, HanpiiiMep, np111 nomoi.l.llll np080aiiimbix 3a py6e>kom co6b1tiiiiil, TaKIIIX KaK «Kiwi links» 111n111 np111em npeacta81!1tenelil TyponepaTopo8 Anfl npo8eaehiii51 03HaKOMIIITenbHbiX T08 V1cT04HIIIK: CoseT no pa3biiitiiiio TYPIII3Ma 8 Ho8olil 3enaHAIIIIII (Tourism New Zealand); lnterband; Futurebrand; 8blpe3KIII 1113 npeccbl; McKinsev <#>

54 Bee KaMrraHMM c MCIIOJih30BaHMeM pa3jimqhhix KaHaJIOB rrpe,n;rrojiaraiot pacrrpoctpah.hth cbe,n;ehm.h o ctpahe M rrpmbjiekath IIOTeHII;MaJihHhiX 'fypmctob.,~~ 1\ICi=A t;-... -~~ Competitiveness -e.; Foundation of.. Armenia 3Tanbl npobeaehh.r KaMn8HHH ~ 1999 r. Mepbl H KaMnaHHH 3anycK npoekta «Ha 100% HaCTOflll.la~ Hosa~ 3enaHA~~» Mepbl AJl.R KOHKpeTHbiX KaHaflOB lt1htephet- ryp~ct~4eck~iil caliit purenz.com ~ 2000 r.. Tenes~3~0HHa~ ~ ne4atha~ pekilama «Ha 100% HacTO~Ll.lafl Hosafl 3enaHA~fl» CMlt1 - Me>KAyHapoAHafl rpynna CMlt1 TNZ C03AaHa s OKileHAe ~ 2001 r..;::::; Ocsell.leH~e B CMlt1 Tp~nor~~ «BnacTen~H KOilel..l» lt1htephet- 3anycK MeA~a-caliiTa TNZ ~ 2003 r. purenz.com ctahob~tcfl newzealand.com lt1htephet- 3anycK Toprosoro caliita ~ 2004 r...;::::; ~ 2006 r. KaMnaH~fl «Bbl cn~wkom AOilro >KAail~» 3anyCK KaMnaH~~ «4TO npo~cxoa~t B ABCTpail~~» TB - TB-peKilaMa Hosolil KaMnaH~~ Co6biT~fl - KaMnaH~fl «4yscTsyliiTe ce6~ Ha 100% AOMa» AJlfl MaT4elil c6opholil AHrn~~ ~ lt1pnaha~~ no per6~ ~ 2007 r. 3anycK KaMnaH~~ «CaMafl MOilOAa~ CTpaHa» Col..l~ailbHble cet~ - KaHan Hosolil 3enaHA~~ Ha youtube 3anycT~Il cnolil «100% Pure NZ» Ailfl nporpammbl Google Earth ~ 2008 r. 3anycK KaMnaH~~ «4To rosopflt 6p~TaHI..Ibl» CMlt1 - pekilama «1 00% Pure NZ» 3anyll.leHa Ha TaK~x pa3b~bai0ll.i~xcfl I pbihkax KaK K~Talil ~ 2009 r. ~ 2010 r. ~ 2011 r. ~ 2012 r. KaMnaH~fl Aflfl CWA «H3 o6ell.laet sephytb BKYC >K~3H~» KaMnaH~fl 100% rapaht~fl Ka4eCTBa Qual mark 3anyCK KaMnaH~~ «Ha 100% HaCTOflll.l~lil Tbl» Ha BCeX KpynHbiX Me>KAyHapOAHbiX pbihkax YcTaHOBKa r~rahtckoro Mfl4a Aflfl per6~ nepea 31iicpenesolil 6awHelil B nap~>ke B Ka4eCTBe pekilambl 4eMn~oHaTa M~pa no per6~ B~AeO-AHeBH~K~. npeaha3ha4ehhble Ailfl MOilOAe>K~ TB- nposeaeh~e cp~hailbhoro ce3oha pean~t~-woy «XonocTflK»; ~H~LI~aT~Ba Youtube: 'Have your say' TB- nposeaeh~e cp~hailbhoro ce3oha pean~t~-woy «XonocTflK»; ~H~LI~aT~Ba Youtube: 'Have your say' Co1..1~anbHb1e cet~- CTpaH~Lia New Zealand 100% Pure Facebook B Facebook nony4aet «naliikob» TB, lt1htephet- ~3MeHeHHafl sepc~fl KaMnaH~~. noa Ha3BaH~eM «100% CpeA~3eMbe», 6b1na np~ypo4eha K BbmycKy «Xo66~Ta».~~.~~... _,.~ loo!>opure: newzealand.com1 ~ 2013 r. KaMnaH~~ «nytewectb~e scelil >K~3H~». 3anyll.leHHafl B KpynHelilw~X CryAeH4eCK~X OHilaliiH C006Ll.leCTBaX M~pa Co1..1~anbHb1e cet~- ctpah~lia New Zealand 100% Pure Facebook B Facebook nony4~na no4t~ «naliikob»...; ~~.:.:.: VlcTOllH~K : CoseT no pa3b~t~io TY~l-1_~M~ ~.Hoeo~ 3ell_~l-ifl~~lf?urism New Zealand); lnterband; Futurebrand; Bblpe3K~ ~3 npeccbl; McKinsey <#>

55 BHyrnHTeJihHhiH poet fpy3hh B OTHomeH~H KOJIHllecT~a 'fyphctob 3a..,.,Are:- _ ~ cqet IJ,e.TieBbiX MapKeTiiHrQBbiX KaMIIaHIUI H KaMIIaHHH B c<t>epe CB513eH fjtl0 1!::.ti~~'~ c o6m;ectbehhocth10 --~ Foun1~~~n?~ 8BOAHaf! 111HcpopMa4111fl Ill 3cpcpeKT 111 B03Ae~CTBII1e OT pea111113a KaMnaHII1111 HATr 1 51Bn51ercf! e.q111hcrsehhbim oprahom, orse4ai01..l.1111m 3a pa3pa60tky ro.qobbix ryp111ctii14eckii1x crparer111vi crpahbl 111M 6blnO 3anyl.l.leHO HeCKOnbKO MapKeT111HrOBbiX K8Mn8H111Vi, B 1..1en51X C03,Q8HII151 o6pa3a rpy K8K ManOII13BeCTHOrO rypii1ctii14eckoro HanpasneHII151 ~ l..lenb npobe,qehii151 M8pKeTII1HrOBOVi KaMn8HII1111,Qn51 rpy nonyn51p rpy KaK YHII1KanbHOro ryp111ctii14eckoro HanpasneH pacnpocrpahehii1e cse,qehii1vi o crpahe ', pobehb 3H8HIIIVI 0 rpy B COCeAHIIIX CTpaHaX 04eHb xopow111vi, 8 Bocro4HOVI E8pone - cpeahiiivi, a 8 CWA, A8crpan AcppiiiKe- 04eHb HIII3KIIIVI. ' ' HATr 1 ' ' Mbl co6upaemcf1 peknamupoaamb lpy3ul0 a Kueae,.aoHe4Ke u XapbKoae. 5/0CJ)I(em 3mou KaMnaHuu cocmaaum oonnapoa CWA Ha 3mux ycnoaurx Mbl pa3mecmum 66 peknamhbix LL{umoa u ouoi:jhbix 3Kp8HOB. '' HATr KaHanbl 111 Me.QII1a Y4acr111e 8 MeCTHbiX 111 Me>K,QyHapo.QHbiX rypii1ctii14eckii1x 8biCT8BK8X pMapKaX OpraHII npecc-rypos HaKOMII1TenbHbiX noe3.qok 8 rpy311110,qn51 111HOCTpaHHbiX >KJ'pHanii1CTOB 111 ryponeparop08 OpraHII npe3eht vi 111 npecc-kohcpepeh vi 3a py6e>kom no,qrotobka 111 pacnpocrpahehii1e peknamhbix Marep111an08 <l>na>kk111, peknamhble Ll.III1Tbl, COI..III18nbHble cer peknamhble ponii1kii1 Ha TB Kon-so Me>K,QyHapOAHbiX TYPHCTOB MnH 4enoseK 2005 r r: 1 Ha HanbH8fl a,qmii1hii1ctp fl rypii13ma rpy cro4HII1K: HATr; ahanll13 npeccbl, McKinsey <#>

56 EoJiee so HHTepBbiO, rrpobe,n;ehhbix c 3aHHTepecoBaHHbiMH JIH~aMH Ha cero,zj;h.hillhhh,n;ehb (1/2).,~~ 1\ICrA fjp.~ ~~ Competitiveness -e; Foundation of.. Armenia lf1mji,qon>khoctb 3annaHMposaHHast/ npobeaehhast BCTpe~.ta TlflrpaH CapKiflCRH npembep Mlf1Hif1CTP 18.07, perynrpho 06HOBI1ReTCR llepe3 ApMaHa XallaTypRHa nonmtmka BlflreH CapKiflCRH BarpaM AsaHeCRH Apa netpocrh rnasa At\Mif1Hif1CTpal..\lf11f1 npe31f1aehta Mlf1Hif1CTp 3KOHOMJ..1Kif aMeCTJ..1TeJlb Mlf1Hif1CTpa 3KOHOMJ..1Kif1 no BOnpocaM TYPif13Ma Py6eH BapAaHRH 0Aif1H lf13 pykoboaif1teneill Sberbank PerynRpHoe B3alf1MOAeillcTBif1e <l>mhahcbl AHApeill MKpTllRH OsaHec TopoRH TlflrpaH A>Kp6awRH 4neH CoseTa AlflpeKTopos, Ameriabank CoseTHiflK no sonpocam pa3bif1tif1r lf1 ynpasnehiflr, 17.07, 22.07, 02.08, Ameriabank ApceH AseTiflCRH 6biBWif1ill reh.aiflpektop Armenian Airlines PerlfloHanbHblill MeHeA>Kep lflhoctpahhbix aslf1anepeso3lllf1kob ArsaH rplflroprh AlflpeKTop, LOT ApTyp 6a6aRH AlflpeKTop, Czech Airlines nykac... HereAillfl rnasa npeact-ba B ApMeHif11f1, Austrian AaManMHMM ApceH 41f1Illf1HrapRH ; KoMMep4eCKif1ill AlflpeKTop, Air France neboh 6arAaCCapRH Clf1MOH AsarRH 6biBWif1ill PyKOBOAif1Tenb, bmi ; KoMMep4eCKif1ill AlflpeKTop Air Armenia... Ba4araH CaKiflCRH AlflpeKTop, Flydubai napplfl KoiiiH rehepailbhblill AlflpeKTop, Larry Coyne Airways cT04Hio1K: McKinsey

57 EoJiee so HHTepBbiO, rrpobe,zj;ehhbix c 3aHHTepecoBaHHbiMH JIHQaMH (2/2) lf1h<j>pactp yktypa/ o6bektbl ljimsi Mapceno BeHAe AHAPaHIIIK Wx5lH 6op111c 3ape4KIIIIil.Qon>KHOCTb,IJ,111peKTop Me>t<AyHapOAHOro a3ponopta EpesaHa 3aMeCTIIITenb rehepanbhoro AlllpeKTopa, Me>t<AyHapOAHbllil a3ponopt EpesaHa,IJ,IIIpeKTop no npoaa>kam Boeing.,~~ f\icra fjt..... ~ Competitiveness -..,! Foundation of.. Armenia 3anrraH~poeaHHa~fnpoBeAeHHa BCTpella 18.07, 22.07, 07.08, 13.08, , 31.07, 07.08, 13.08, ryra Typ1113M ApTeM Moscec5lH KapeH ABAan5lH Ha111pa Cacpap5lH ApMaH Xa4aTyp5lH rehepanbhbllil AlllpeKTop nomo~hiiik rehepanbhoro AlllpeKTopa 3aM.,[J,111peKTopa Ynp. peryn. B03AYWHbiX nepeb030k rehepanbhbllil AlllpeKTop NCFA 22.07, 05.08, , E>t<eAHeBHOe B3aiiiMOAelilcTBIIIe MIIIKKenb KpaH4 PyKoBOAIIITenb OTAena npoaa>k 111 MapKeTIIIHra, Marriott !;P.~.~.~.I:!.... rlk06 rlk065lh rehepanbhbllil AlllpeKTop, Tufenkian Hotel EneHa Ma3Hbl4eHKO Typ-onepaTop, BTL Travel Ukraine 06.08,IJ,IIIaHa AseT5lH,,IJ,>t<ecpcpplll napet45lh, )J,>KOH,[\ali!HC AreHTCTBO Me>t<AyHapoAHoro pa3biiitiii5l CWA Me>K.QyHa POAHOe coo6~ectso }f(ah-nbep X3nnlll, roap rtonym5lh,0,3hiii3n CacnaBCKIII nocon CWA s ApMeHIIIIII,IJ,>t<oH XecpcpepH,,0,3BIIIA CTIIIBeHCOH, 3. XaHHIII BceMIIIpHbllil 6aHK BceMIIIpHbllil 6aHK noconbctbo CWA , n111 Hacp CTapw1111i1 npeactabiiitenb YrA npo"'l11e ApTawec Wa6o5lH CTapw111lil 3KcnepT Armeriabank IIICT04H~K : McKinsey <#>

58 CBe,n;eHH.H H BbiBO,ll;bi Ha ochobe ahajih3a 6oJiee 25,n;oKyMeHTOB (1/2).,~~ 1\ICrA fjt~ ~~ Competitiveness.._; Foundation of.. Armenia );;> PeweHMe npabmtellbctba Pecny611MKM ApMeHM~ o6 yrsep>t<p.ehvivi KOH~em~VIVI JlVI6epanVI3a~VIVI B ccpepe B03AYWHbiX nepesojok Pecny6nVIKVI ApMeHVI51 );;> rnabhoe ynpabjlehme rpa>kaahckom abmai..\mm nop51aok npobeaehvi51 KOHKypca - VITOrDBbiVr.QsycropoHHVIe cornawehvi51 CVIcTeMbl Mapwpyros AI151 y4actvi51 B rehaepe );;> AaponopT 3sapTHOI..\ nvicbmo npembep-mvihvictpy OT 17 Ma roaa nporh03hble pac4etbl AOXOAOB VI pacxoaob nacca>kviponotok VI rpy30notok KoH~eccVIOHHbiVr AOrosop );;> ApMasMa nvi3vihrosoe cornawehvie c CIT Aerospace 6anaHCOBbiVr OT4eT VI OT4eT 0 npv16bij151x VI y6bitkax 3a 2009 r. VI 2010 r. );;> AreHTCTBO Me>KAyHapoAHOro pa3bmtm~ CWA, EDMC npo~eaypa, oprahvi3a~viohha51 VI HOpMaTVIBHa51 6a3a AI151 IlVI6epanVI3a~VIVI rpa>t<p.ahckovr abvia~vivi B ApMeHVIVI, asrycr 2013 npabvitejlbctbo ApMeHVIVI, nonvitvika B ccpepe rpa>t<p.ahckovr abvia~vivi KacarenbHO sonpocos KOMMep4eCKVIX npab Ha nepeb03ky VI AOCTyna Ha pbihkvi: OnepaTVIBHble Mepbl no peanvi3a~vivi Or4eT o pecpopme s ccpepe rpa>t<p.ahckovi asvia~vivi s ApMeHVIVI VICT04HI!1K: McKinsey <#>

59 CBe~eHH.H H BhiBO~hi Ha ochobe ahajihsa 6o11ee 25 ~okymehtob (2/2).,~~ 1\ICi=A fjt.. ~ Competitiveness -.; Foundation of Armenia e' ~ AreHTCTBO Me>K.QyHapOAHOro pa3bmtmh CWA KoHKypeHrocnoco6HocTb orpacju1 asll1anepeso30k ApMeHII1111 (npoekt 111rorosoro OT4era) 3a 2012r. KoHKypeHrocnoco6HocTb orpacn111 as111anepeso3ok ApMeHII1111 3a 2008r. Onpoc 111HocrpaHHbiX ryp111cros 3a 2007r. ~ BceMMpHbiH 6aHK t::\3hii13fi CacnaBCKII1: rpa>k.d,ahcka~ abii1a~ll1~ B ApMeHII1111 Ha 11110Hb 2013 r.: OcHOBHble BbiBOP,bl 111 sonpocbl p,n~ o6cy>k.d,ehii1~ KoMMeHrapll1111 K npoekty npo~ep,ypbl «n1116epan1113a~ s ccpepe B03AYWHbiX nepeso30k» s ApMeHII1111 Pecny6n111Ka ApMeHII1~: HaKonneH111e, KOHKypeH~II1~ 111 coo6ll..laemoctb, anpenb 2013 nporpamma perii10hanbhoro pa3bii1t111~ ApMeHII1111 (ESW), 3KOHOMII14eCKOe 111 l-1hcppacrpyktyphoe pa3bii1tii1e B ccpepe rypii13ma, MeMopaH.QYM ( H~) ~ Me>K.QyHapOAHbiH 3KOHOMM'"IeCKMH Q>opyM: 0T4eT 0 KOHKypeHTOCnOC06HOCTII1 npep,npii1~tii1vi B ccpepe nyrewecrs111vi 111 rypii13ma 3a 2013 r. ~ Hal-'MOHallbHaH ctatmctm'"ieckah c11y>k6a Pecny611MKM ApMeHMH: 111ccnep,osaHII1e nepece4ehii1vi rocyp,apctbehhovi rpahii1~bl B pa36111bke no MeC~~aM 3a rr., CTaTII1CTII14eCKII1e p,ahhble 111 ~111cppbl B ccpepe rypii13ma, 3aH~TOCT111, p,ahhble o6 111cnonHeHII1II1 rocyp,apcrsehhoro 610p,>t<era ~ PeKoMeHAal-'MM no pacnpeaellehmto KOMMep'"leCKMX npae Ha B03AYWHble nepeso3kii1 p,n~ Wse~111111, repmahii H111p,epnaHP,OB ~ nepcnektii1bbl pa3bii1tii1~ pbihka Boeing Ha rr. ~ MccJleAOBaHMH B o611actm AeMorpaQ>Ml.lecKoro pa3bmtmh M 3ApaeooxpaHeHMH ApMeHMM 3a 2010 r. ~ C6opbl Me>K.QyHapOAHOH accol-'mal-'mm B03AYWHoro TpaHcnopTa 111cTOYHI!1K: McKinsey

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