Good day!
I've found this solution here: VS2010 Web Publish command line version of File System deploy
C:\Windows\Microsoft.NET\Framework\v4.0.30319\MSBuild.exe
.\MyProject.csproj /p:Configuration=Release;DeployOnBuild=True;PackageAsSingleFile=False;outdir=c:\_OuputDir\
But it seems that Web.config transformations are not performed.
May be there is better\cleaner way to duplicate "Publish Web" VS2010 dialog?
Update: The answer which is marked is the shortest command-line to perform publish, that I've found so far. Web.config transformations ARE applied, but connection strings are treated differently, here is a description\workaround