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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ïkfy vfhrtnbyuf: jcyjdyst xfcnb
Æehyfk "Ïhfrnbxtcrbq vfhrtnbyu" - ¹3 2000
×fcnm I. Ðtp.vt j ceotcnde.ob[ njdfhf[ b/bkb ghtlgjcskrb yjdjuj njdfhf
Ðtp.vt j ceotcnde.ob[ njdfhf[. Åckb ds gbitnt gkfy lkz ceotcnde.otuj njdfhf bkb kbybb njdfhjd, dfv cktletn nofntkmyj ghjfyfkbpbhjdfnm, rfr dsgjkyzkjcm nj, xnj ds gkfybhjdfkb d ghjikjv ujle. Îwtybnt, rfr ljcnbufkbcm gjcnfdktyyst wtkb b htifkbcm pflfxb vfhrtnbyuf d ghjikjv ujle b jncktlbnt, rfrbt ghb 'njv bcgjkmpjdfkbcm cnhfntubb b nfrnbrb: xnj bp 'njuj hf,jnfkj, f xnj — ytn. Ïthtxbckbnt ukfdyst ehjrb, rjnjhst ds bpdktrkb bp cdjtq ghjikjujlytq vfhrtnbyujdjq ltzntkmyjcnb, b cajhvekbheqnt dsdjls bp bpdktxtyys[ ehjrjd nfrbv j,hfpjv, xnj,s b[ vj;yj ,skj bcgjkmpjdfnm d ,eleotv ujle.
Ïhtlgjcskrb yjdjuj njdfhf. Åckb ds yfvthtys dsdtcnb yf hsyjr yjdsq njdfh, yfxybnt gkfy c bltb 'njuj njdfhf. Ñajhvekbheqnt tt d jlyjv-lde[ ghtlkj;tybz[, yfghbvth: «Íf hsyrt u. Ìjcrds tcnm yteljdktndjhtyyfz gjnht,yjcnm d rhefcfyf[ chtlytuj b vfkjuj hfpvthf ,tp yfxbyrb, gj'njve yfv cktletn cjplfnm ghjlern bp ckjtyjuj ntcnf, xnj,s drk.xbnm tuj d kbyb. yfitq ghjlerwbb ,eleotuj ujlf». Êjytxyj, 'nj ghjcnjq ghbvth ghtlgjcskrb yjdjuj njdfhf, yj jyf b ljk;yf ,snm ghjcnjq, f ukfdyjt, bvtnm ytgjchtlcndtyyjt jnyjitybt r ltke. Ájktt nofntkmyj ghjhf,jnfyye. rjywtgwb. yjdjuj njdfhf ds ghtlcnfdbnt d jcyjdyjq xfcnb gkfyf. Órf;bnt bcnjxybr bltb j, 'njv yjdjv njdfht, yfghbvth: «Ìfhrtnbyujdsvb bccktljdfybzvb d yjz,ht 1999 u. dszdktyj, xnj 20% gjregfntktq ,ekjxys[ b 16% gjregfntktq cegthvfhrtnjd [jntkb ,s gjregfnm rhefccfys ,tp yfxbyrb, ghb 'njv 60% htcgjyltynjd, bvt.ob[ nfre. gjnht,yjcnm, ghtlgjxbnf.n rhefccfys yt,jkmijuj hfpvthf («xnj,s vj;yj ,skj c]tcnm pf jlby hfp»); 32% htcgjyltynjd [jntkb ,s gjregfnm rhefccfys chtlytuj hfpvthf («xenm gjvtymit, xtv nt, rjnjhst ctqxfc ghjlf.ncz»). Ïkfys dctulf hfphf,fnsdf.ncz gjl rjyrhtnyst njdfhs bkb ghjtrns, cdzpfyyst c kbybtq njdfhjd bkb yjdsvb ghtlghbznbzvb. Êf;lsq ,bpytc-gkfy b gkfy vfhrtnbyuf ljk;ty bvtnm cj,cndtyyst wtkb b cnhfntubb ltqcndbq, f nfr;t pflfxb b nfrnbrb.
×fcnm II. Ñbnefwbjyysq fyfkbp:
Ñbnefwbjyysq fyfkbp — 'nj:
«cthlwt» kjubxtcrjuj j,jcyjdfybz dfituj gkfyf vfhrtnbyuf;
aeylfvtyn, yf rjnjhjv ds cvj;tnt j,jcyjdfnm cdjb htitybz b ghbxbys ds,hfyyjuj gjl[jlf;
jwtyrf njuj, yfcrjkmrj wtkb, pflfxb, cnhfntubb b nfrnbrb gjlhfpltktybq dfituj ghtlghbznbz cjjndtncnde.n ghtlgjcskrt b gkfye, gjllth;bdf.n b[ b gjvjuen dsgjkybnm.
Ötkb ,bpytcf. Ïthtl ntv, rfr cajhvekbhjdfnm wtkb vfhrtnbyuf ghtlghbznbz, cktletn cajhvekbhjdfnm ,jktt «dscjrbt» gjnht,yjcnb, n.t. wtkb ,bpytcf dfituj ghtlghbznbz, rjnjhst cjplflen rjyntrcn dfituj gkfyf vfhrtnbyuf b jghtltkzn nt j,obt gfhfvtnhs, d rjnjhs[ ds b ljk;ys ,eltnt hf,jnfnm. Ífghbvth, tckb wtkb ,bpytcf, cdzpfys c 'rjyjvbtq pfnhfn b ds ltkftnt cnfdre yf edtkbxtybt ntreotq ghb,skb jn njdfhjd, yt ghtlgjkfufz dsdjlbnm yf hsyjr yjdsq njdfh, nj jxtdblyj dfv yt ghbltncz dytlhznm yjde. nt[yjkjub. b dsdjlbnm njdfh yf hsyjr.
Âyfxfkt, gjcnfdmnt wtkb ,bpytcf bkb gthtcvjnhbnt nt, rjnjhst e dfc e;t ceotcnde.n. Î,ofz njnfkmyfz wtkm ,bpytcf, yfpsdftvfz nfr;t vbccbtq, vj;tn bvtnm dblbvsq ujhbpjyn d 5-10 bkb ,jktt ktn. Ìbccbz — 'nj, gj ceotcnde, «;ehfdkm d yt,t» — vtxns bkb ghtlcnfdktybz j ,eleotv dfituj ghtlghbznbz b jyf yt drk.xftn htfkmys[ wbah bp-pf njuj, xnj ecnhtvktyf d jnlfktyyjt ,eleott. Êhfnrjchjxyst (1 ujl), chtlytchjxyst (1 — 3 ujlf) b ljkujchjxyst (3 — 5 ktn) wtkb ,bpytcf hf,jnf.n d jlyjv yfghfdktybb yf j,oe. wtkm — htfkbpfwbb vbccbb. Ïhb 'njv, ghtlcnfdktybt j rhfnrjchjxyjcnb d chfdytybb cj chtlytchjxyjcnm. b ljkujchjxyjcnm. pfdbcbn jn nbgf ,bpytcf. Ötkb ,bpytcf zdkz.ncz jcyjdysv yfghfdktybtv jhbtynfwbb ltzntkmyjcnb ghtlghbznbz, xnj jpyfxftn:
À) dct, xnj ,eltn ltkfnmcz d cjjndtncndbb c gkfyjv vfhrtnbyuf, ,eltn yfghfdktyj yf gjdsitybt ghb,skmyjcnb ,bpytcf
Á) dct, xnj bvttn rjkbxtcndtyyjt dshf;tybt, ljk;yj ,snm ghtlcnfdktyj d rjyrhtnys[ dtkbxbyf[, rjnjhst vjuen ,snm pfvthtys: ltyt;ys[ tlbybwf[, ghjwtynf[, rjkbxtcndtyys[ gjrfpfntkz[ hsyrf b n.g.
ÏÈÐÀÌÈÄÀ ÏËÀÍÈÐÎÂÀÍÈß:
Ötkb ,bpytcf: rfre. cevve ltytu, rfrbv j,hfpjv b r rfrjve chjre cktletn pfhf,jnfnm
Ötkb vfhrtnbyuf: crjkmrj, rfrjuj bvtyyj njdfhf, rjve b r rfrjve chjre cktletn ghjlfnm, xnj,s pfhf,jnfnm cevve ltytu, j,jpyfxtyye. d wtkz[ ,bpytcf
Çflfxb aeyrwbjyfkmys[ (jgthfnbdys[) gkfyjd vfhrtnbyuf: rnj, xnj, r rfrjve chjre b c rfrbv ,.l;tnjv ,eltn dsgjkyznm, xnj,s ecgtiyj ghjlfdfnm ceotcnde.obq njdfh b/bkb cjplfnm pfgkfybhjdfyysq njdfh b tuj egfrjdre, cajhvbhjdfnm yf ytuj wtye, ds,hfnm rfyfks hfcghtltktybz, hfphf,jnfnm vfhrtnbyujdst cjj,otybz b ljdtcnb b[ lj wtktds[ felbnjhbq, f nfr;t jncktlbnm cntgtym 'aatrnbdyjcnb djpltqcndbz cjj,otybq b rfyfkjd b[ hfcghjcnhfytybz, jncktlbnm ghjlf;b ceotcnde.otuj njdfhf b/bkb htfrwb. yf gthdst ghj,s — ghb dsdjlt yjdjuj njdfhf b n.l.
Ñnhfntubb ,bpytcf. Ïjl wtkm rf;ljuj yfghfdktybz ,bpytcf hfphf,fnsdftncz cnhfntubz ukfdys[ yfghfdktybq ltzntkmyjcnb ghtlghbznbz (n.t. xnj b d rfrbt chjrb cktletn ltkfnm):
 ghjbpdjlcndt, yfghbvth, cnhfntubtq edtkbxtybz ghb,skb vj;tn ,snm cjrhfotybt cnjbvjcnb ghjbpdjlcndf bkb vjlthybpfwbz j,jheljdfybz.
Ñnhfntubtq ÍÈÎÊÐ vj;tn ,snm dytlhtybt yjds[ nt[yjkjubq.
Ñnhfntubtq abyfycbhjdfybz vj;tn ,snm cjdthitycndjdfybt cbcntvs jnxtnyjcnb bkb cnfdrf yf dsbuhsi jn ljgjkybntkmyjuj ,bpytcf.
Ñnhfntubb vfhrtnbyuf ajrecbhe.n yf njv, xnj vj;tn ,snm cltkfyj lkz cjltqcndbz ljcnb;tyb. wtktq ,bpytcf, n.t. rfrbt bvtyyj njdfhs, c rfrbvb cdjqcndfvb ljk;ys ghjbpdjlbnmcz, xnj,s b[ vj;yj ,skj ghjlfnm d pfgkfybhjdfyyjv rjkbxtcndt, b rfr kexit 'nj cltkfnm. Ífghbvth, ghb wtkb ,bpytcf — «gjkexbnm vbybvev 50% edtkbxtybz lj[jljd, 30% edtkbxtybz ghb,skb b 60% edtkbxtybz lbdbltyljd frwbjythjd pf nhb ujlf», cnhfntubtq vfhrtnbyuf vj;tn ,snm: «ddtcnb yjde. ghjlerwb. b ecjdthitycndjdfnm ceotcnde.oe., cltkfnm ,jktt ghbdktrfntkmysv bvbl; ghtlghbznbz d ukfpf[ gjnht,bntktq b bydtcnjhjd». Îcyjdsdfzcm yf j,otq cnhfntubb vfhrtnbyuf, jnltks ghtlghbznbz bkb jndtncndtyyst bcgjkybntkb ghtlghbybvf.n bybwbfnbds: jlyb — nt, rjnjhst rfcf.ncz hfphf,jnrb njdfhf, lheubt — cdzpfyyst c tuj hfcghtltktybtv b n.l.
Àyfkbp hsyrf — 'nj c,jh lfyys[ b b[ bynthghtnfwbz lkz njuj, xnj,s dszcybnm, rfrjt vtcnj yf hsyrt ds pfybvftnt bkb yfvthtys pfyznm, b cjcnfdbnm ghtlcnfdktybt j nht,jdfybz[ r rjyrhtnysv njdfhfv bkb cjlth;fyb. vfhrtnbyujds[ ghjuhfvv. Àyfkbp hsyrf cnhjbncz yf dszdktybb hfpvthf hsyrf b tuj ctuvtynfwbb (hfp,btybt hsyrf yf rjkbxtcndtyyst rfntujhbb c jlyjhjlysvb [fhfrnthbcnbrfvb), dszdktybb cnhernehs hsyrf, ceotcnde.ob[ ntyltywbq, ljktq b dpfbvjjnyjitybz vt;le cnhernehfvb dyenhb hsyrf b pf tuj ghtltkfvb. Ñeotcndetn ldf yfghfdktybz fyfkbpf: 1) fyfkbp djpvj;yjcntq ghtlghbznbz b 2) fyfkbp rjyrehtynjd. Äkz 'njuj bcgjkmpetncz SWOT-fyfkbp b fyfkbp rjyrehtywbb. Ñ gjvjom. SWOT-fyfkbpf (frhjybv jn fyukbqcrb[ ckjd «strengths, weaknesses, opportunities b threats», n.t. «cbkf, ckf,jcnm, djpvj;yjcnb b euhjps») dszdkz.n cbkmyst b ckf,st cnjhjys, f nfr;t ceotcnde.obt djpvj;yjcnb b euhjps: Ñbkmyst cnjhjys Ñkf,st cnjhjys
Âjpvj;yjcnb Óuhjps
SWOT- fyfkbp vj;tn ,snm ghjdtlty gj ghtlghbznb. d wtkjv, njdfhyjq kbybb bkb rjyrhtnyjve njdfhe. Îy j,]trnbdyj yfgjvbyftn j ceotcnde.ob[ djpvj;yjcnz[ b juhfybxtybz[ ghtlghbznbz, rjnjhst df;yj bvtnm d dble gthtl gkfybhjdfybtv. Ïhb 'njv djpvj;yjcnb yf hsyrt dszdkz.ncz d cdzpb c cajhvekbhjdfyyjq ghtlgjcskrjq yjdjuj njdfhf bkb gkfybhetvsvb ghjlf;fvb ceotcnde.otuj. Ífghbvth, tcnm kb yf hsyrt djpvj;yjcnb lkz ajhvbhjdfybz rjywtgwbb yjdjuj njdfhf? yjdjuj nbgf egfrjdrb? cfvs[ 'aatrnbdys[ rfyfkjd hfcghtltktybz? yjdjuj gjl[jlf r htrkfvt? vjoyjq bltb cnbvekbhjdfybz c,snf? tcnm kb cgjcj, gjkexbnm ghtbveotcndf d rfyfkf[ gf,kbr hbktqiyp? Ýnb b lheubt djpvj;yjcnb cnhtvzncz dszdbnm d rf;ljq aeyrwbjyfkmyjq j,kfcnb vfhrtnbyuf. Âszdkz.n nfr;t euhjps ceotcnde.otq bkb ;tkftvjq gjpbwbb ghtlghbznbz yf hsyrt. Îyb vjuen bc[jlbnm jn hsyjxyjuj jrhe;tybz, rjyrehtynjd, d cdzpb c dytlhtybtv yjdjq nt[yjkjubb, pfrjyjd, rfrb[-kb,j lheub[ ceotcnde.ob[ bkb djpvj;ys[ ghj,ktv, rjnjhst vjuen ghtgzncndjdfnm ljcnb;tyb. gjcnfdktyys[ wtktq. Âszdktybt euhjp lftn djpvj;yjcnm cdjtdhtvtyyj ghbyznm ytj,[jlbvst vths pfobns. Ñgjcj,yjcnm ghtdhfnbnm ceotcnde.obt djpvj;yjcnb d rfgbnfk b pfobnbnmcz jn euhjp pfdbcbn jn cbkmys[ b ckf,s[ cnjhjy ghtlghbznbz. Âjpvj;yj, gjckt SWOT- fyfkbpf ghtlghbznbt vj;tn jnrfpfnmcz jn gkfyjd hfphf,jnrb yjdjuj njdfhf bkb drk.xtybz d yjdjt yfghfdktybt ltzntkmyjcnb, tckb jcjpyftn, xnj yt vj;tn ghtlkj;bnm rfrjt-kb,j yje-[fe, cgjcj,cnde.ott hsyjxyjve ecgt[e. Òfrjt jncencndbt yje-[fe vj;tn ,snm jnytctyj r ckf,jcnb ghtlghbznbz. Åckb ;t ghtlghbznbt j,kflftn cjjndtncnde.obvb pyfybzvb (jgsnjv) b hfcgjkfuftn rfyfkfvb hfcghtltktybz, j,ktuxf.obvb hfcibhtybt c,snf, nj 'nj vj;tn hfcwtybdfnmcz rfr cbkf, rjnjhfz vj;tn ,snm ghtdhfotyf d rfgbnfk. Èyjulf ckf,st cnjhjys vjuen ,snm ghtdhfotys d cbkmyst, yfghbvth, kbiybt vjoyjcnb vjuen hfccvfnhbdfnmcz rfr ckf,jcnm, yj tckb tcnm gkfys hfcibhtybz ghtlghbznbz, nj 'nj vj;tn hfccvfnhbdfnmcz b rfr cbkf. Â wtkjv, SWOT-fyfkbp j,tcgtxbdftn j,]trnbdysq rjyntrcn lkz jghtltktybz pflfx ghtlghbznbz b gkfyjd vfhrtnbyuf.
Êjyrehtynysq fyfkbp: d 'njn hfpltk cktletn drk.xfnm j,j,otyye. byajhvfwb. j njv, rfr dtlen ct,z yf hsyrt rjyrehtyns. Ítj,[jlbvj erfpfnm, jn rfrjq ltzntkmyjcnb rjyrehtynjd vj;tn bc[jlbnm euhjpf ghtlghbznb. ghb dsdjlt yf hsyjr yjdjuj njdfhf b ghjljk;tybb dsgecrf ceotcnde.ob[. Ítj,[jlbvj nfr;t ghtlcnfdbnm jgbcfybt njuj, xnj ghtlkfuf.n rjyrehtyns, erfpfnm ceotcnde.obt ljkb b[ hsyrf, f, tckb djpvj;yj b byajhvfwb. j ghjuhfvvf[ b pfnhfnf[ rjyrehtynjd d rf;ljv yfghfdktybb ltzntkmyjcnb. Àyfkbp ghjuhfvv vfhrtnbyuf rjyrehtynjd ghjdjlbncz d rf;ljq bp j,kfcntq hsyjxyjq ltzntkmyjcnb ghtlghbznbz b ljdjkmyj ltnfkmyj. Èyajhvfwbz j rjyrehtynf[ vj;tn j,jufnbnm htpekmnfns SWOT-fyfkbpf (d hfpltkt «euhjps»), f ghjdtltybt SWOT-fyfkbpf gj rf;ljve bp rjyrehtynjd gjvjuftn kexit gjyznm b[ cbkmyst b ckf,st cnjhjys, xnj cke;bn jcyjdjq ghb gkfybhjdfybb cjjndtncnde.ob[ ltqcndbq. Òht,jdfybz r ehjdy. fyfkbpf d ltqcndbntkmyjcnb pfdbczn jn rjyrehtynyjuj jrhe;tybz d rjyrhtnyjq rfntujhbb njdfhf b rjyrhtnyjq gjpbwbb yf ytv dfituj njdfhf.
Ècgjkmpjdfyyst bcnjxybrb:
The Pocket marketer. Sockin B.S., Grottalio J. Warner Books, 1997, 305 p.
Äbrcjy Ï. Ð. Óghfdktybt vfhrtnbyujv. Ïth. c fyuk. Ìjcrdf ÇÀÎ «Èplfntkmcndj ÁÈÍÎÌ» 1998, 556 cnh.
Advertising & Marketing Checklists. Ron Kaatz. NTC BUSINESS BOOKS, Lincolnwood, Illinois USA, 1995 u.
Ìfnthbfks ctvbyfhjd Ørjks htrkfvs ÐÈ-ÂÈÒÀ, cj,cndtyyst j,j,otybz b djcmvbktnybq jgsn hf,jns yf hjccbqcrjv hsyrt
Ájktt gjlhj,yj j, jcnfkmys[ nht[ cjcnfdkz.ob[ gkfyf vfhrtnbyuf: hfphf,jnrt cnhfntubxtcrjuj yfghfdktybz, aeyrwbjyfkmys[ gkfyf[ b ,.l;tnt ds cvj;tnt epyfnm bp ghjljk;tybz yfcnjzotq cnfnmb.
Ò.È. Ãkeifrjdf |
