Corporate identity affects the efficiency of any organization due to the fact that it increases the group solidarity and highly motivates every member of a company. It also much improves the discipline of the staff. The given article is devoted to the scientific approaches to the idea of the corporate identity of the staff of a company as well as to the analysis of the results of the research of the process of the corporate identity formation at a large retailer company. As a result of the research the author have come to the conclusions concerning the problems with the level of the estimation of the top management by the workers and the system of education of the company members. The solution of these problems can greatly improve the situation with the corporate identity at the company.Keywords: corporate culture, corporate identity of the staff, formation of the corporate identity of the staff.

Based on research material, the authors of the present article determine and critically comprehend the problems and specifics of the Russian higher education development in the current context. It is concluded that the global trends of digitalization, internationalization, commercialization, as well as the internal circumstances of the Russian reality (administrative pressure, economic decline, etc.), have significantly changed the Russian higher education system and caused difficulties in its development (narrow departmental nature of educational policy, shifting the focus on the qualitative content of fundamental education to the wayside, etc.). In order to solve the noted problems, it is proposed to use the theoretical and practical developments of the issues concerning the education content and form of the most prominent Russian researchers (N.A. Berdyaev, S.N. Bulgakov, M.O. Gershenzon, S.L. Frank, etc.), and to implement methods of a constructive combination of the classical university strategy and commercialization, focused on the interests of society and science.

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Аннотация. В статье представлены результаты социологического исследования особенностей формирования гражданственности и патриотизма студенческой молодежи. Проводится анализ результатов общероссийских социологических исследований гражданской идентичности, который выявляет снижение ценностей патриотизма, солидарности, вовлеченности, утрату духовно-нравственных основ. Также раскрываются современные подходы к определению сущности гражданской идентичности, анализируется соотношение понятий «гражданственность», «патриотизм» и «гражданская идентичность», и 703 © Электронный научный журнал «Нефтегазовое дело». 2015. №5 http://www.ogbus.ru Ключевые слова: патриотизм, гражданская идентичность, гражданственность, студенческая среда, образование, этническая идентичность, толерантность.