Paid services: pros and cons. Management of enterprises in the service sector in conditions of privatization

* The calculations use average data for Russia

1. INTRODUCTION

Paid services are an important part of the population's expenditure structure. However, in terms of the share of paid services in the structure of gross expenditures per capita, Russia lags significantly behind developed countries. First of all, this happens due to the relatively low level income and a large share of food costs. With an increase in income, the share of expenses on food will decrease, and the share of expenses on paid services will increase.

Paid services include, first of all, housing and communal services, medical and educational services, transport and communications and a number of others. People with different income levels consume approximately the same types of services, however, the structure of consumption in terms of volumes of individual types, their quality and other parameters differs significantly.

According to the chief adviser to the Government Analytical Center Russian Federation, Professor Leonid Grigoriev, even in conditions of economic recession against the backdrop of falling demand for durable goods, the demand for services in the fields of education, medicine and recreation continues to grow. It is noted that this growth is due to the wealthy segments of the population, while the poor segments of the population have problems accessing quality services of all types.

The role of the service sector (combining paid and free services) in creating added value, the world's GDP is growing steadily; however, the growth rate is relatively low. Since 2013, the share of the service sector in the added value of GDP has exceeded 68%. The highest values ​​are typical for developed countries, but in traditionally industrial countries (for example, Japan, Germany) this figure is lower. In industrial developing countries, such as China and India, the share of services remains low. The lowest share of services in added value of GDP is less than developed countries Africa and Asia.

Table 1. Share of the service sector in the added value of the world's GDP, %, 2008 – 2015 (data World Bank)

A country
Great Britain
Germany
Brazil
Luxembourg (1st place in the world)

The growth of the share of paid services in the structure of added value of Russia's GDP is growing steadily in accordance with the global trend. Today, services account for 2/3 of the added value of GDP.

2. MARKET ANALYSIS

Experts have noted a steady decline in real disposable income since 2014; in the first quarter of 2016 alone they fell by 3.7%. This fall caused a reduction in household spending by 4.3%, which, in turn, had a negative impact on GDP dynamics - it led to a fall in gross domestic product by 1.2% in annual terms.

At the same time, according to analysts (Rosstat and the Analytical Center for the Government of the Russian Federation), the consumption of paid services is highly stable against the backdrop of falling demand for goods (primarily durable goods) - in 2015, demand for services fell by only 2%, in while compression retail amounted to 10%. The volume of the market for paid services in 2015 (the results of 2016 are still being summed up) amounted to 7.9 trillion rubles, which corresponds to 17.3% of the added value of the country’s entire services market.

In the first half of 2016, the rate of decline in demand for paid services slowed down – the decline in demand amounted to 0.9% in annual terms. During certain months (February and May) positive growth rates were observed.

There is a change in the consumption structure of the Russian population. With the existing inflation, including food inflation, in the structure of expenditures, the growth of household expenditure on food is significantly increasing against the backdrop of a fall in real disposable income. At the same time, the share of expenses for paid services is decreasing. This process reflects the growth in the number of poor and relatively poor people in the country. In 2016, food inflation slowed down, which led to a slight increase in the share of paid services in the structure of household spending. In May 2016, the share of services in the structure of expenses was 21.5% compared to 20.5% in May 2015.

Figure 1. Dynamics of the real volume of paid services to the population in annual terms and the share of costs for services in consumer spending, %, 2013 – 2016.

The largest volume of consumption of paid services falls on three areas: housing and communal services (27.5%), transport services (19%), communication services (16.1%). About 11% comes from domestic services(maintenance and repair Vehicle, repair and construction of housing and others). The share of medical services (including sanatorium and resort services) was about 8%, educational services – 6.8%. There is a decrease in the share of three key types of paid services from 65.3% in 2013 to 62.6% in 2015, while in the same period the shares of medical (from 6.9% to 8%) and educational (from 6.9%) increased. 2% to 6.8%) services.

Figure 2. Structure of paid services to the population, quarterly, %, 2013 – 2016

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In 2016, a particularly strong drop in demand was observed in the tourism services segment (including the work of tour operators). Demand has been falling steadily since 2014; in the first quarter of 2016 its value was 23% lower than in the fourth quarter of 2013. This decline is logically explained by the desire to save on non-essential goods and services - primarily on entertainment. The decline in the volumes of this segment is also affected by the state ban on organized tours to Turkey and Egypt, as well as restrictions on traveling abroad for employees of some government agencies. The Analytical Center under the Government of the Russian Federation also notes the positive effect of blocking popular foreign tourist destinations and increasing the cost of outbound tourism - the development of domestic tourism. This effect, in fact, seems doubtful - the discrepancy between the quality of infrastructure and the price level does not in any way favor development. In 2015, prices in the domestic tourism segment increased by 12% compared to last year.

During the crisis of 2008-2009. the increase in prices in the outbound tourism segment was significant - 22% in 2009; price growth in the domestic tourism segment was less strong, but still significant – 14%. During the current crisis, the situation is more dire, primarily due to the stronger devaluation of the national currency - the cost of services in the field of outbound tourism increased by 37% in 2015 alone.

The only segment of paid services in which consumption has increased during the years of the crisis is medical services: in the first quarter of 2016, the volume of the segment exceeded the figures for the first quarter of 2014 by 4.3%. The remaining segments only declined during the same time; in 2016, however, the rate of decline slowed.

Figure 3. Dynamics of consumption of various types of services in constant prices, quarterly, 2013 – 2016.

Experts explain the fact that the share of paid services in the structure of household expenses is growing, firstly, by the relatively low possibilities of competition in this area (“obtaining quality services for more low price often associated with additional time spent on analyzing a large number of alternative offers and with breaking habits - for example, when changing schools or doctors") and, secondly, the inertial nature of pricing. The cost of services responds more smoothly to macroeconomic processes than the cost of goods. During a crisis, prices for services grow with a significant lag behind the product segment, but when the economy recovers, experts expect them to grow faster.

Figure 4. Consumer price index in Russia and its components, 2007 – 2016

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One of the most consumed types of services is housing and communal services. During the economic crisis of 2008-2009, there was a sharp increase in tariffs (set by authorized bodies executive power subjects of the Russian Federation) - on average by 22% in 2009. Since 2014, the increase in tariffs has been less sharp and strong - in 2015 the increase was 7.5%. Experts explain this fact by the need to take into account “the significant deterioration in the economic situation of the population due to the continuing decline in real incomes.” The statement, however, is quite controversial, given the overall situation in other industries and segments, where there is no government control over price increases. At the same time, there is an increase in prices for housing services (fees for state and municipal housing, maintenance and repair of private housing, operation of residential buildings) at the level of 20% in 2015.

During the crisis of 2008–2009, there was also a significant increase in the cost of transport services: the average annual increase for 2008 was 19%. Reasons for the increase in fares in various types transport – rising fuel prices and rising costs of maintaining and servicing rolling stock. In 2015, price growth was 10.7% compared to 9.7% in 2013.

Across regions, there is a heterogeneous growth rate in the volume of paid services to the population. In 2010–2012, it grew most dynamically in moderately developed regions. Since 2013, highly developed regions have reached a “saturation point”, while growth in other regions has slowed. The crisis of 2014–2016 had a negative impact on the growth of paid services in all regions except the less developed ones. It is noted that the rate of decline in the growth of paid services is generally lower than the rate of decline in volumes retail sales goods.

In highly developed regions (where financial and economic centers account for up to 85% of the total volume of services), the volume of paid services decreased at the beginning of 2015, but by the end of the same year it showed a tendency to recover. In developed and moderately developed regions, volumes fell to a lesser extent, but continue to decline to this day, without showing a recovery trend.

Figure 5. Monthly dynamics of the volume of paid services to the population by group of regions of Russia, 2010 – 2016, billion rubles, in 2013 prices

It is logical that the volume of paid services in highly developed regions is higher than in others, that is, it directly depends on the well-being of the population. Data on consumption volumes depending on the type of region are given in Table. 2.

Table 2. Average monthly volume of paid services per capita by type of region, thousand rubles/person, 2010-2015, in 2013 prices

Group	Region type
Highly developed	Financial and economic centers
	Raw materials export-oriented
Developed	With a diversified economy
	Based on the manufacturing industry
	Based on the mining industry
Moderately developed	Industrial and agricultural
	Agricultural-industrial
Less developed	Less developed raw materials
	Less developed agricultural
Russia on average

As can be seen from the table above, the most stable situation is observed in regions with diversified economies - here, even despite the crisis economic situation, there is a slight increase in volumes. The situation in agro-industrial and less developed agricultural sectors is also relatively stable. According to experts, in less developed agricultural countries, the lack of decline can be explained by the fact that expenses include only the most necessary services. For example, in the Republic of Kalmykia (the region with the lowest volume of paid services per capita in 2015) the share of housing utilities in 2015 it was 44%, communications – 28%. In other less developed regions, such as the Tyva Altai Republics and certain regions of the North Caucasus Federal District, transport services also occupy a large share of 15-20% in 2014-2015.

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Figure 6. Volume of paid services of the population in certain regions in 2015, billion rubles. in 2013 prices

The Sakhalin region is the leader in Russia in terms of the volume of paid services consumed in 2015 - 8.3 thousand rubles per person per month (in 2013 prices). The top ten also includes a number of other Far Eastern regions, as well as Moscow, St. Petersburg, Krasnodar region, Republic of Tatarstan. Experts associate the high volume of consumed services not only with the high well-being of the population (as in the capital regions), but also with the high cost of services (housing and communal services in Far East significantly more expensive than in Central Russia).

The main items of expenditure by region are generally the same. The metropolitan regions differ most from the Russian average, where the highest costs are for transport (24% versus 19% on the national average) and communications (19% versus 16%). At the same time, here is the lowest share of housing and communal services (21% versus 28%) and household services (8% versus 11%).

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General provisions

1.1. This Regulation on the procedure for providing paid services to the MBU "Cultural Complex "Central" (hereinafter referred to as the Institution) was developed in accordance with the current regulatory legal acts:

Resolution of the Administration of the municipal formation "Zavyalovsky District" dated 02/11/2011 No. 179 on the Procedure for determining fees for individuals and legal entities for the provision of services (performance of work) related to the main types of activities of municipal budgetary institutions, provided by them in excess of the established municipal task, as well as in cases determined by federal laws, within the established municipal task (as amended on May 13, 2016);

Federal Law of July 27, 2006 N 149-FZ “On information, information technology and on information protection";

Order of the Ministry of Culture of the Russian Federation dated February 20, 2008 N 32 “On approval of standards for the minimum resource provision of services to rural cultural institutions (public libraries and cultural and leisure institutions)”;

Law of the Russian Federation dated October 9, 1992 No. 3612-1 “Fundamentals of the legislation of the Russian Federation on culture”, Article 52;

Federal Law No. 83-FZ dated 05/08/2010 “On amendments to certain legislative acts of the Russian Federation in connection with improving the legal status of state (municipal) institutions”, Art. 5;

Federal law dated January 12, 1996 No. 7-FZ "On non-profit organizations";

Decree of the Government of the Russian Federation dated June 26, 1995 No. 609 “On approval of the Regulations on the fundamentals economic activity and financing of cultural and art organizations", paragraph 34;

Civil Code of the Russian Federation;

Tax Code of the Russian Federation;

Law of the Russian Federation of 02/07/1992 N 2300-1 “On the protection of consumer rights”;

Charter of the Institution;

And others regulations:

1.2. These Regulations have been developed in order to streamline the activities of the Institution in terms of the provision of paid services and determine the procedure and conditions for their provision.

1.3. Paid services are provided to meet cultural needs in the preservation and development of folk traditional culture, support for amateur and artistic creativity, other amateur and creative initiatives and socio-cultural activity of the population of the municipal formation “Zavyalovsky district”; attracting additional financial resources to improve the material and technical base of the Institution.

1.4. Basic concepts and definitions used in the Regulations:

The service provider is the Municipal Budgetary Institution “Cultural Complex “Central”;

Service consumer - an individual or legal entity who intends to order or purchase, or who orders and purchases services for themselves or minor citizens whose legal representatives they are, or who receives services personally.

1.5. Paid services of the Institutions are part of the financial and economic activities of the Institution.

1.6. The institution has the right to provide paid services for citizens and legal entities for a fee and on the same conditions for the provision of the same services.

1.7. Based on the types of activities of the Institution specified in the Charter, a list of paid services is developed. The list of paid services is approved by the director. The list of paid services is attached in Appendix 1.

1.8. Income received from entrepreneurial and other income-generating activities shall be at the independent disposal of the Institution.

1.9. Changes and additions to the Regulations are made and approved by the director of the Institution.

The procedure for providing paid services to the population

2.1. The institution has the right to provide paid services:

According to paragraph 1 of this Regulation;

According to the approved list of paid services and other income-generating activities.

2.2. Paid services provided by the Institution are concluded in an agreement with the customer.

2.3. The institution and consumers who have entered into contracts for the provision of paid services bear the responsibility provided for by the contract and the current legislation of the Russian Federation. The contract may be concluded orally or in writing.

The oral form of the contract in accordance with paragraph 2 of Article 159 of the Civil Code of the Russian Federation is provided for in cases of provision of services during their execution. Proof of their provision is an entrance ticket, receipt, or subscription.

2.4. The institution is obliged to provide the consumer with free, accessible and reliable information (Article 10 of the Law of the Russian Federation dated 02/07/1992 No. 2300-1):

On the name and location of the Institution;

About the operating mode of the Institution;

On the list of paid services, on the procedure for providing benefits to individual citizens of the Russian Federation;

On restrictions on the consumption of services (due to health reasons, age);

About controlling organizations.

2.5. Payment for services rendered is made in cash and by bank transfer in accordance with the legislation of the Russian Federation.

2.6. Paid services are provided by the regular number of employees of the Institutions or by attracted specialists and third parties (legal and physical).

2.7. The organization of work on the provision of paid services is carried out by specialists from the marketing and advertising department, as well as persons appointed by order of the director.

2.8. The rights and obligations of consumers of paid services and the Institution are determined in accordance with the Civil Code of the Russian Federation, the Law of the Russian Federation "On the Protection of Consumer Rights".

2.9. If deficiencies are detected in the paid services provided, including their provision not in full, the consumer has the right, at his own discretion, to demand:

Free provision of services;

Corresponding reduction in the cost of services provided;

Reimbursement of expenses incurred by him to eliminate deficiencies in the services provided on his own or by third parties.

Cost of paid services

3.1. The price is based on the cost of providing a paid service.

3.2. A cultural institution independently sets prices for paid services and products, including ticket prices in accordance with the Procedure for determining fees for individuals and legal entities for the provision of services (performance of work) by municipal authorities budgetary institutions, approved by the Decree of the Administration of the Municipal Formation "Zavyalovsky District" dated 02/11/2011 No. 179 and in accordance with the Decree of the Administration of the Municipal Formation "Zavyalovsky District" dated 05/13/2016 No. 1452 "On amendments to the Procedure for determining fees for individuals and legal entities for provision of services (performance of work) by municipal budgetary institutions.”

3.3. The cost estimate for the service is compiled according to the maximum minimum and maximum maximum price (tariff). The determination of the specific final price for a paid service is made by the director of the institution, taking into account the uniqueness of the service itself, the value of the objects, special conditions and complexity of execution, urgency of service execution.

3.4. The maximum maximum price for a service can be changed at the Customer’s request downwards depending on the volumes and costs directly related to the provision of the service, but cannot be lower than the minimum minimum price. In such cases, an individual calculation is made.

3.5. The cost of a service, in addition to the costs directly related to its provision, also includes costs necessary to support the activities of the institution as a whole, but not consumed directly in the process of providing a paid service (hereinafter referred to as overhead costs). These include:

Costs for the personnel of an institution not directly involved in the process of providing a paid service (hereinafter referred to as administrative and managerial personnel);

Business expenses - purchase of material supplies for economic purposes, payment for communication services, transport services, utilities, maintenance, - repair of buildings and structures (hereinafter referred to as general business expenses);

Costs of paying taxes, duties and other obligatory payments (except for income tax individuals and mandatory contributions to off-budget state social funds);

Depreciation of buildings, structures and other fixed assets not directly related to the provision of paid services.

Many townspeople still argue this way: since the institution is municipal and financed from the budget, therefore, all services should be free...

Is this so, and why do the educational, sports and cultural institutions of the city need paid services? Participants in the parliamentary hearings, which took place on April 19 in the conference hall of the city administration, tried to figure it out.

The hearings were attended by heads and employees of institutions social sphere, parents, representatives of the Youth Parliament, the public.

Opening the hearings, Duma Chairman Natalya Borisova emphasized that paid services in educational, sports and cultural institutions are a reality today. The organization of such work helps meet the needs of the population in comprehensive education and development of children, in providing leisure and cultural activities for residents of our city, in improving the health of the population and promoting healthy image life. In addition, this is a significant help to the institutions themselves in the context of a shortage of budget funding.

Galina Gvozd, Deputy Head of the Administration for Social Issues, told the hearing participants about the current situation in the market for paid services provided to the population by social sector institutions. Today, Pokachevo residents can take advantage of a list of 269 paid services offered to them by 14 educational, cultural and sports organizations. Every year, the city budget receives more than 20 million rubles through the provision of paid services. At the same time, the largest share of income comes from the income of sports institutions.

The most common services among the population are services for a more in-depth study of individual educational subjects, as well as services aimed at the development creativity children and adolescents, and services that promote healthy lifestyle habits. The services of psychologists, speech therapists, adaptation classes and classes to prepare preschoolers for school, and leisure activities are also in demand.

About the experience of providing paid services, the effectiveness of the work carried out and existing problems said the director of the Zvezdny sports and recreation complex Viktor Tanenkov and the director of the Yugorka kindergarten Svetlana Orlova. The speakers drew the attention of deputies to such problems as the lack of highly qualified specialists in popular areas of activity, the lack of necessary premises to expand the range of services provided, comfortable and modern conditions, lack of video and audio equipment in good quality. The insufficiency of financial support for municipal tasks of institutions was also noted, and therefore, institutions have to allocate most of the funds earned to pay wages, utilities and Maintenance institutional buildings.

Natalya Kulyanu, assistant to the chairman of the Duma of the city of Pokachi, reported on the need to post on websites all documents required by law and their constant updating.

City Duma deputy, Chairman of the Youth Duma Artem Grigin spoke on behalf of the public at the hearings. In his speech, he analyzed the work of members of the youth parliament in studying public opinion on the quality of paid services. Young deputies noted that paid services are in demand by parents and children and have proven their social and practical significance. Children attend classes with great desire. The regime has been thought out, the load on children has been measured, and safe and comfortable working conditions have been created.

However, according to the hearing participants, there are a number of difficulties that arise when organizing paid services to the population. Such, for example, as legal and economic support for the process of providing paid services, some bias towards paid education among teaching staff and potential customers - parents.

The deputies also noted such a negative fact in the development of paid services as the persistent prejudice of citizens that the municipality and public sector institutions are obliged to provide them with services only free of charge, and drew attention to the lack social responsibility the citizens themselves. It is important for parents and other recipients of services to remember that paid services include only those that are not financed by the founder’s budget. The provision of paid services is a purely individual, negotiated procedure based on the personal desire of the recipient.

Based on the results of parliamentary hearings, the City Duma recommended that the administration and municipal institutions expand the range of additional paid services based on social order and implementation social projects. Special attention at the same time, it is necessary to pay attention to programs of sports and scientific-technical, social-pedagogical, economic, natural science, civil-patriotic and spiritual-moral orientation. The deputies recommended continuing work on creating a mechanism for forecasting the needs for additional paid services, determining forms of providing benefits for certain categories of citizens, and improving monitoring activities for each type of service provided.

A large part of the business is based on the sale of all kinds of goods and services. And sometimes buyers develop a misunderstanding of the very term “service” as something inexpensive by default, because they do not receive anything material. It’s worth figuring out what a service is and whether it really costs anything.

Service as a line of business

Along with all sorts of free or shareware offers, a fairly wide layer of the service sector consists of paid items. For example, free medical care and adjacent services from paid clinics. With a fairly wide offer, it is always possible to make a choice that is completely satisfactory in terms of quality and cost. However, it is worth taking into account the time costs, which become enormous when visiting a municipal clinic. It turns out that the services provided by private clinics allow us to receive a more attentive attitude to all the needs of the client who contacts us.

The very possibility of providing services on a paid basis is used as a separate line of business, affecting almost all areas of life. Even if you just look around, you can see a hairdresser, atelier, kindergarten, and these are only visible objects. What is a service? By and large, this is paid help from another person for something that the client, if desired, as well as having the time and skills, could do on his own. But will there be any time left for work and leisure after this?

That is why the services market has always enjoyed the well-deserved attention of clients. If you hire a servant, then this can also be attributed to the aspect under discussion: the employer, thus, pays for household services provided by an outsider. In this way it turns out to shift some everyday important processes on the shoulders specifically for this hired person.

How to find a free niche in the services market?

We can safely say that services to the population are in good demand, but there are features that should be taken into account. Excess supply with low demand inevitably reduces the profitability of an enterprise, no matter what it does. First of all, it’s worth finding out what kind of service is missing in your region. For example, if there are usually a lot of hairdressers and nail salons around, then finding a good massage therapist becomes difficult.

These are not necessarily massage therapists; the service market is dynamic, and the shortage of qualified personnel has an undulating nature. If there is a catastrophic shortage of housekeepers, then prices rise. Then women come into this segment who want to earn a decent salary, the shortage of personnel is leveled out, and if offers continue to arrive, then prices inevitably decrease. In this case, the advantage is the quality of services - buyers are willing to pay more if they receive better service. Therefore, even in a relatively occupied niche, you can seize the leadership by focusing on quality.

Level of competition

Services in most cases are divided not only into paid and free, but also by type of provider: organizations and individuals. So, you can order a taxi from the appropriate service or use the services of a so-called bombila, a car owner who moonlights as a private driver. In terms of cost, this is quite comparable, but in terms of security - no, it’s better to trust a company employee. The vast majority of clients understand this, but people often cannot resist the opportunity to save a little, so the provision of services by private individuals without appropriate registration will always compete with honest taxpayers.

The number of companies in the selected segment does not play a special role; you always need to look at the specifics. No wonder often among potential clients You can hear the statement that there are many offers, but no choice. Consequently, the services provided are formed without taking into account demand, do not provide a guarantee of quality, or there are some other shortcomings.

Unique selling proposition

Formation of a unique trade offer- This is a good tool in the competition. After all, what is a service if not a product, which is not a material object, but some action in favor of the buyer? As an example, we can cite such a technique as a combination of services in one sales offer.

Services such as passenger transportation and excursions are perfectly combined. Of course, they can be ordered separately, but together they form a convenient set that can be in demand among paying customers. Often, the development of unique selling propositions increases the profitability of an enterprise significantly.

What is a service with related products?

Another form of a unique selling proposition is a service, when ordering which you can purchase the necessary related products. As a rule, these products are either not sold through retail chains or are proprietary designs. In the excursion example above, this could be a colorful guidebook or photo album. Sometimes beauty salons sell cosmetics that are difficult to find on sale. In this case, prices for services may vary depending on the goods purchased by the client.

Competitor analysis

Before you open own business in the “Service Delivery” direction, a forward-thinking move would be to explore the offerings already available in your region. Perhaps the tenth hairdresser within one city block will be redundant. However, existing enterprises may not satisfy the existing demand due to the inertia of the owners who do not try to create unique selling propositions.

Training in clubs and groups of folk art, amateur performances, studios, courses, etc.

Playing musical instruments

Acting

Fine and decorative arts

Foreign languages

Cutting, sewing, modeling

Decorative cosmetics

Massage therapists, hairdressers

Organization of amateur clubs and associations

Artistic

Technical (modelling)

Collectors

Dating

Family holiday

Health groups

Tennis Club

Shaping club

Video club

Internet club

Organization and holding

Dance evenings

Discotheque

Evenings of rest

Theme evenings

Holidays, festivals

Family celebrations

Civil family ceremonies

Literary and musical living rooms

Balls, carnivals, lights

Entertainment programs, show programs

New Year's performances

Amateur concerts

Performances

Presentations

Family friendly

Congratulations at home

Events for organizations and enterprises

Artistic and design works, exhibitions and sales of folk art products, video filming, phonogram recording, toastmaster services, billiards, slot machines, computer classes, rental of costumes, musical instruments, health centers with modern exercise equipment, playrooms for children (with a teacher), provision orchestras, ensembles, amateur groups and individual performers for musical decoration of family celebrations.

Despite some unfavorable factors (low wages in rural areas, low solvency of the population, population decline, etc.), cultural institutions not only preserved the cultural infrastructure in rural areas, but also increased the number of paid services provided.

Analyzing trends development of extra-budgetary activities in recent years, one can note an increase in the volume of extra-budgetary income of cultural institutions.

How was this growth achieved?

1. This is a gradual strengthening of the material and technical base of cultural institutions, which has yielded positive results in intensifying work with the population.

2. In recent years people have come to work in rural cultural institutions larger number specialists who offered new services: photocopying, typing and printing texts, working on the Internet, etc.

3. With the introduction of agricultural towns and venues for philharmonic and theatrical services, the volume of income from paid services provided to the rural population has increased significantly.

4. Approaches to assessing the professional activities of employees of cultural institutions have changed. It is based on initiative, the desire to earn money independently and to take care of what the state provides.

The infrastructure of services in the field of culture and leisure in urban and rural areas is incomparably different.

This is due to:

Number of consumers;

Their solvency;

The amount of free time.

Consumers of paid services are a small number of rural residents, mainly young people. The bulk of consumers attend free public events (holidays, fairs, etc.)

For development extrabudgetary activities rural culture is the main direction activities should be:

1. Expanding the range and volume of paid services provided to the population in combination with ensuring state support and social accessibility of cultural goods.

2. Providing cultural institutions with specialists in the field of management and marketing.

3. Development of incentives for the development of the market sector in the field of culture, facilitating work with sponsors and patrons.

4. Improving the regulatory framework.