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التخطيط الإستراتيجى وعلاقته بالكفاءة الإنتاجية

التخطيط الإستراتيجى وعلاقته بالكفاءة الإنتاجية

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Published by sameh-mk

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Published by: sameh-mk on Oct 13, 2009
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03/15/2015

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١
ﻤﺩﻘﻤ ـ ﺔ 
Introduction
ﺭـﺒﺘﻌﺘ ﺔﻋﺎﻨﺼ ﻋﺎﻨﺼﻟﺍ
 
ﻥﻤ 
 
ﺓﺯﻫﺎﺠﻟﺍ
 
ﺱﺒﻼﻤﻟﺍ
 
ـ ﺕﺎ ﻲﺘﻟﺍﺎﻴﻭﻴﺤ 
 
ﺍﺭﻭﺩ 
 
ﺏﻌﻠﺘ 
 
ﻪﻴـﻤﻨﺘ 
 
ﻲﻓ 
 
ﺕﺎﻴﺩﺎـﺼﺘﻗﺇﻟﺍ
 
ــ لﻭﺩ ﺔﻴـﻤﺎﻨﻟﺍﻁﻋﺃ
 
ﻙﻟﺫﻟ 
 
ﺘ ﺔﻟﻭﺩﻟﺍ
 
ﺎﻬ ﺎﻤﺎﻤﺘﻫﺍ
"
ﺍﺭﻴﺒﻜ 
"
ﺍ
 
لﺠﺃ
 
ﻥﻤ ﻙﻠﺘﺒ 
 
ﺽﻭﻬﻨﻟ 
 
ﻋﺎﻨـﺼﻟﺍـ ﺔ 
,
لﻼﺨ 
 
ﻥﻤ 
 
ﻙﻟﺫ 
 
ﻕﻘﺤﺘـﻴﻭ ﺕﺎﻬﺠﻭﺘﻟﺍﺴﻹﺍ
 
ـ ﺴﻓﺎﻨﺘﻟﺍ
 
ﺕﺍﺭﺩﻘﻟﺍ
 
ﻥﻴﺴﺤﺘﻟ 
 
ﺔﻴﺠﻴﺘﺍﺭﺘ ﺔﻴ 
 
ﺱﺒﻼﻤﻟﺍ
 
ﺔﻋﺎﻨﺼﻟ ﺓﺯﻫﺎﺠﻟﺍﻲﻓ لﻅ 
 
ﺕﺍﺭﻴﻐﺘﻤ 
 
ﻤﻟﻭﻌﻟﺍﺔ ﺕﻻﻭﺤﺘﻟﺍﻭ 
 
ﺔﻴﺩﺎﺼﺘﻗﻻﺍﺎﻌﻟﺍ
 
ﻟ ﺔﻨﻭﻜﻤﻟﺍ
 
ﺔﻴﻤ ﻬﻟ ــ ﺩـﻘﻓ 
 
ﻙﻟﺫـﻟ 
 
،ﺎ ﻋﺩ 
 
ﺕ ﺔﺠﺎﺤﻟﺍﻴﺠﻭﺘ 
 
ﻰﻟﺇ
 
ـ ﻪ ﻡﻠﻌﻟﺍﻊﻓﺭﻟ 
 
ﺎﻴﺠﻭﻟﻭﻨﻜﺘﻟﺍﻭ 
 
ﺓﺀﺎﻔﻜﻟﺍﺔﻴﺩﺎﺼﺘﻗﻹﺍ
 
ﻫﺎﺠﻟﺍ
 
ﺱﺒﻼﻤﻟﺍ
 
ﻊﻨﺎﺼﻤﻟ 
 
ﺔﻴـﺠﺎﺘﻨﻹﺍﻭ ـ ﺓﺯ ﻭ ﻰﻟﺇ
 
لﻭﺼﻭﻟﺍ
 
ﻡﺜ 
 
ﻥﻤ ﺠﻟﺍ
 
ﺕﺎﻴﻭﺘﺴﻤ 
 
ـ ﺔﻟﻭﺒﻘﻤﻟﺍ
 
ﺓﺩﻭ ﺎﻴﻤﻟﺎﻋ
."
)
٢٢
-
٢٨
(
 
ﻠﻋ
 
ﺀﺎﻨﺒﻭ 
 
ﻰ ﺔﻠﻤﺎﺸﻟﺍ
 
ﺓﺩﻭﺠﻟﺍ
 
ﺓﺭﺍﺩﺇ
 
لﺜﻤ 
 
ﻩﺩﻴﺩﺠ 
 
ﻡﻴﻫﺎﻔﻤ 
 
ﺕﺭﻭﻁﺘ 
 
ﺩﻘﻓ 
 
ﺭﻜﻔﻟﺍ
 
ﺍﺫﻫ
 ,
ﺔﺴﺩﻨﻫ
 
ﻭ 
 
ﺓﺀﺎﻔﻜﻟﺍ
 
ﻯﻭﺘﺴﻤ 
 
ﻊﻓﺭ 
 
ﻰﻟﺇ
 
لﻭﺼﻭﻠﻟ 
 
ﻙﻟﺫ 
 
ﻭ 
 
ﻥﻤﺍﺯﺘﻤﻟﺍ
 
ﺝﺎﺘﻨﻹﺍ
 
ﻭ 
 
ﺭﻤﺘﺴﻤﻟﺍ
 
ﻥﻴﺴﺤﺘﻟﺍ
 
ﻭ 
 
ﺕﺎﻴـﻠﻤﻌﻟﺍ
 
ﺓﺭﻭﺭﻀﺒ 
 
ﻥﻤﺅﺘ 
 
ﻩﺩﻴﺩﺠ 
 
ﻪﻴﻤﻴﻅﻨﺘ 
 
ﺔﻓﺎﻘﺜ 
 
ﺓﺩﺎﻴﺴﻟ 
 
ﺎﻘﻓﻭ 
 
ﺓﺭﺍﺩﻹﺍ
 
ﻲﻓ 
 
ﻕﻭﻔﺘـﻟﺍ
 
ﻕﻴـﻘﺤﺘ 
 
ﻭ 
 
ﺔﻴـﺠﺎﺘﻨﻹﺍﺔﻠﺼﺍﻭﻤ ﻥﻴﺴﺤﺘﻟﺍ
 
ﻭ 
 
ﺭﻴﻭﻁﺘﻟﺍ
 .
)
١٩
(
 
ﻰﻠﻋ
 
ﺓﺭﺩﺎﻗ 
 
ﺔﻤﻅﻨﻤﻟﺍ
 
ﺀﺎﻘﺒﻟ 
 
ﺔﻤﺯﻼﻟﺍ
 
ﺔﻴﺴﺎﺴﻷﺍ
 
ﺭﻭﺎﺤﻤﻟﺍ
 
ﻡﻫﺃ
 
ﺩﺤﺃ
 
ﺏﻴﺭﺩﺘﻟﺍﻭ 
 
ﻡﻠﻌﺘﻟﺍ
 
ﺭـﺒﺘﻌﻴﻭ 
 
ﺔﻴﻤﻟﺎﻌﻟﺍ
 
ﻭ 
 
ﺔﻴـﻠﺤﻤﻟﺍ
 
ﻕﺍﻭـﺴﻷﺍ
 
ﻊـﻤ 
 
لﻤﺎﻌﺘـﻟﺍ
,
ﺎﻴﺠﻭﻟﻭﻨﻜﺘ 
 
ﻕﻴﺒﻁﺘ 
 
لﻼﺨ 
 
ﻥﻤ 
 
ﻙﻟﺫ 
 
ﻕﻘﺤﺘﻴ 
 
ﻭ 
 
ﺕﺎﻤﻭـﻠﻌﻤﻟﺍ
,
ﻑﺩﻬﺒ 
 
ﺕﺎﻨﺎﻴﺒﻟﺍ
 
لﻘﻨ 
 
ﻭ 
 
ﻪﺠﻟﺎﻌﻤ 
 
ﻭ 
 
ﻑﻴﻨﺼﺘ 
 
ﻭ 
 
ﻊﻴﻤﺠﺘ 
 
ﻡﻠﻋ
 
ﺭﺒﺘﻌﺘ 
 
ﻲـﺘﻟﺍﻭ ﺔﻤﻫﺎﺴﻤﻟﺍ
 
ﺔﻁﺸﻨﻷﺍ
 
ﻑﻠﺘﺨﻤ 
 
ﻲﻓ 
 
ﺕﺎﻜﺭﺸﻟﺍ
 
ﺎﻬﺒ 
 
لﻤﺎﻌﺘﺘ 
 
ﻲﺘﻟﺍ
 
ﺏﻴﻟﺎﺴﻷﺍ
 
ﻭ 
 
ﻕﺭﻁﻟﺍ
 
ﺭﻴﻴﻐﺘ 
 
ﻲﻓ 
 
لﺎـﻌﻓ 
 
لﻜـﺸﺒ ﻑﺩﻬﺒ 
 
ﺎﻬﺴﺭﺎﻤﺘ 
 
ﻲﺘﻟﺍﻘﻟﺍ
 
ﻥﻴﺴﺤﺘ 
 
ـ ﻴﺴﻓﺎﻨﺘﻟﺍ
 
ﺕﺍﺭﺩ ـ ﺔ ﺎﻴﻠﺤﻤ 
 
ﺎﻬﻟ 
 "
ﺎﻴﻤﻟﺎﻋﻭ 
 ".
)
٥
(
 
ﻰﺠﻴﺘﺍﺭﺘﺴﻹﺍ
 
ﻁﻴﻁﺨﺘﻟﺍ
 
Strategic planning
 
ﺍ
 
ﺭﺎﻴﺘﺨﺇ
 
ﻭ 
 
ﺎﻬﻤﻴﻘﺘﻟ 
 
ﺔﻴﺠﺎﺘﻨﻹﺍ
 
ﻑﺍﺩﻫﻷﺍ
 
ﻡﻴﻤﺼﺘ 
 
ﺔﻴـﻠﻤﻋ
 
ﻭـﻫﺎﻬﻨﻤ 
 
ﺏﺴﺎﻨﻤﻟ 
,
ﻪﻴﺠﻭﺘﻟ 
 
ﻙﻟﺫﻭ ﺔﻴﺠﺎﺘﻨﻹﺍ
 
ﺓﺀﺎﻔﻜﻟﺍ
 
ﻥﻴﺴﺤﺘ 
 
ﻰﻓ 
 
ﻊﻨﺼﻤﻟﺍ
 
ﺕﺎﻴﻨﺎﻜﻤﺇ
.
)
٦٤
(
 
ﻥﻴﺴﺤﺘﻟﻭ ﺕﺍﺭﺩﻘﻟﺍﺱﺒﻼﻤﻟﺍ
 
ﻊﻨﺎﺼﻤﻟ 
 
ﺔﻴﺴﻓﺎﻨﺘﻟﺍ
 
ﺓﺯﻫﺎﺠﻟﺍﺩﻘﻓ 
 
ﻪﺠﺘﺇﻰﻟﺇ
 
ﺎﻴﻤﻟﺎﻋ
 
ﻥﻭﺼﺼﺨﺘﻤﻟﺍ
 
ﻡﻅﻨ 
 
ﻕـﻴﻘﺤﺘ ﻁﻴﻁﺨﺘﻟﺍ
 
ﻲﺠﻴﺘﺍﺭﺘﺴﻹﺍﻱﺫﻟﺍﻤﻀﻴ 
 
ـ ﺓﺯﻫﺎﺠﻟﺍ
 
ﺱﺒﻼﻤﻟﺍ
 
ﻊﻨﺎﺼﻤ 
 
ﺀﺍﺩﺃ
 
ﻥﻴﺴﺤﺘ 
 
ﻥ 
.
١
-
١
-
ﻹﺍ
 
ﻁﻴﻁﺨﺘﻟﺍ
 
ﺕﺍﻭﻁﺨ ﻲﺠﻴﺘﺍﺭﺘﺴ ﺱﺒﻼﻤﻟﺍ
 
ﻊﻨﺎﺼﻤﻟ ﺓﺯﻫﺎﺠﻟﺍ
Strategic planning steps for apparel factories
١
-
١
-
١
-
ﺩﻴﺩﺤﺘ ﺕﺎﺠﺎﻴﺘﺤﺇﻥﻤ 
 
ﺀﻼﻤﻌﻟﺍ
 
ﺞﺘﻨﻤﻟﺍ
Definition the Customer Requires From a Product
 
ﺇ
 
ﺝﺎﺘﺤﺘ 
 
ﻲﺘﻟﺍ
 
ﺕﺎﻋﺎﻨﺼﻟﺍ
 
ﻥﻤ 
 
ﺓﺯﻫﺎﺠﻟﺍ
 
ﺱﺒﻼﻤﻟﺍ
 
ﻪﻋﺎﻨﺼ 
 
ﺭـﺒﺘﻌﺘ 
 
ﺙﻴـﺤ 
 
ﺭﻴﻭﻁﺘ 
 
ﻰﻟ 
 
ﻟﺍ
 
ﻁﻭﻁﺨ 
 
ﻲﻓ 
 
ﺓﺭﻤﺘﺴﻤﻟﺍ
 
ﺔﻴﻤﻟﺎﻌﻟﺍ
 
ﺕﺍﺭﻭﻁﺘﻟﺍ
 
ﻩﺭﻴﺎﺴﻤ 
 
ﻥﺎـﻜﻤﻹ
 
ﻕﺤﻼﺘـﻤ ﻤ ﻉﺍﻭﻨﺃ
 
ﻭ 
 
ﺔﻀﻭ ﻙﻠﻬﺘﺴﻤﻟﺍ
 
ﻕﻭﺫ 
 
ﻰﻀﺭﻴ 
 
ﺭﻭﻁﺘﻤ 
 
ﺞﺘﻨﻤ 
 
ﻡﻴﺩﻘﺘ 
 
ﻥﻜﻤﻴ 
 
ﻰﺘﺤ 
 
ﺔﺸﻤﻗﻷﺍ
.
)
٤
(
 
لﺜﻤﺘﺘﻭ ﺕﺎﺠﺎﻴﺘﺤﺇﻥﻤ 
 
ﺀﻼﻤﻌﻟﺍ
 
ﺞﺘﻨﻤﻟﺍﻲﻓ 
 
ﺔﻴﻟﺎﺘﻟﺍ
 
ﺭﺼﺎﻨﻌﻟﺍ
 :-
ﺓﺩﻭﺠﻟﺍ
 
Quality
ﻡﻴﻠﺴﺘﻟﺍ
 
Delivery
ﺔﻔﻠﻜﺘﻟﺍ
 
Cost 
ﻭ 
 
ﺞﺘﻨﻤﻟﺍ
 
ﺹﺌﺎﺼﺨﻭ 
 
ﺔﻌﻴﺒﻁﻟ 
 
ﺎﻘﻓﻭ 
 
ﺓﺭﻴﻐﺘﻤ 
 
ﺞﺘﻨﻤﻟﺍ
 
ﻥﻤ 
 
ﺀﻼﻤﻌﻟﺍ
 
ﺕﺎﺠﺎﻴﺘﺤﺍ
 
ﺭﺒﺘﻌﺘ 
 
ﻭ ﺔﻘﺒﺎﺴﻟﺍ
 
ﺭﺼﺎﻨﻌﻟﺍ
 
ﻥﻤ 
 
ﻪﻘﻴﻘﺤﺘ 
 
ﺏﻭـﻠﻁﻤﻟﺍ
 
ﻯﻭﺘﺴﻤﻟﺍ
 
ﻙﻟﺫﻜ 
.
)
٦٧
(
 
 
 
٢
١
-
١
-
٢
-
ﺔﺴﺍﺭﺩ ﺔﻴﺠﻴﺘﺍﺭﺘﺴﺇﺞﺘﻨﻤﻟﺍ
 
ﻊﻴﻨﺼﺘ 
 
A Framework for Operations Strategy in Manufacturing
 
١
-
١
-
٢
-
١
-
ﻑﺩﻫﺔﻴﺠﻴﺘﺍﺭﺘﺴﺇ
 
ﺞﺘﻨﻤﻟﺍ
 
ﻊﻴﻨﺼﺘ 
 
Operations Strategy goal
ﻑﺩﻬﺘ ﺠﻴﺘﺍﺭﺘﺴﺇـ ﺔﻴ ﻊﻴﻨﺼﺘﻟﺍ
 
ﻰﻟﺇﻁﺨﺘﻭ 
 
ﺩﻴﺩﺤﺘ 
 
ـ ﻠﻁﺘﻤﻭ 
 
ﺕﺎﻴﻭﻟﻭﺃ
 
ﻁﻴ ﺒ ﺕﺎﻴﻠﻤﻋ
 
ﺕﺎ 
 
ﻘﺤﺘ 
 
ﻰـﺘﻟﺍ
 
ﻊﻴﻨـﺼﺘﻟﺍـ ﻕ ﺕﺎﺠﺎﻴﺘﺤﺇﺀﻼﻤﻌﻟﺍ
 ,
ﻪﻋﻭﻤﺠﻤ 
 
ﺔﺴﺍﺭﺩ 
 
لﻼـﺨ 
 
ﻥﻤ 
 
ﻙﻟﺫ 
 
ﻡﺘﻴ 
 
ﻭ ﻊﻴﻨﺼﺘﻟﺍ
 
ﻪﻴﻠﻤﻌﻟ 
 
ﺔﻨﻭﻜﻤﻟﺍ
 
ﺭﺼﺎﻨﻌﻟﺍ
.
)
٦٤
(
 
١
-
١
-
٢
-
٢
-
ﺔﻴﺅﺭﻟﺍﻹﺍ
 
ﺔﻴﺠﻴﺘﺍﺭﺘﺴ ﻟ ﺕﺎﻨﻭﻜﻤ ﻊﻴﻨﺼﺘﻟﺍ
 
ﺔﻴﻠﻤﻋ
 
Strategic vision for component of Manufacture Operation
لﻜﺸﻟﺍ
 
ﺭﻴﺸﻴ 
 )
١
-
١
(
ﻡﺎﻅﻨﻠﻟ 
 
ﺔﻨﻭﻜﻤﻟﺍ
 
ﺭﺼﺎﻨﻌﻟﺍ
 
ﻰﻟﺇﻲﺠﻴﺘﺍﺭﺘﺴﻹﺍ
 
ﻊﻴﻨﺼﺘﻟﺍ
 
ﻪﻴﻠﻤﻌﻟ 
 
ﻲﻠﻴ 
 
ﺎﻤﻴﻓ 
 
لﺜﻤﺘﺘ 
 
ﻲﺘﻟﺍﻭ 
:-
ﻕﻭﺴﻟﺍ
 
ﻑﺩﻬﺘﺴﻤﻟﺍ
 
The Target Market
 
لﻴﻤﻌﻟﺍ
 
ﺕﺎﺠﺎﻴﺘﺤﺇ
 
ﺔﺴﺍﺭﺩﻟ 
 
ﺎﻘﻓﻭ 
 
ﻩﺩﻴﺩﺤﺘ 
 
ﻡﺘﻴ 
 
ﻯﺫﻟﺍ
 
ﻭ 
 
Customer needs
ﺀﺍﻭﺴ 
 
ﺓﺩﻴﺩﺠﻟﺍ
 
ﺕﺎﺠﺘﻨﻤﻠﻟ 
 
ﻙﻟﺫ 
 
ﻥﺎﻜ 
 New Products
,
ﺎﻬﺠﺎﺘﻨﺇ
 
ﻡﺘﻴ 
 
ﻰﺘﻟﺍ
 
ﺔﻴﻁﻤﻨﻟﺍ
 
ﺕﺎﺠﺘﻨﻤﻠﻟ 
 
ﻭﺃ
 
ﻕﻭﺴﻠﻟ 
 
ﺔﻘﺒﺴﻤ 
 
ﺔﺴﺍﺭﺩﻟ 
 
ﺎﻘﻓﻭ 
Current Products
.
 
Production Enterprise Capabilities
ﺕﺍﺭﺩﻗ ﻊﻨﺼﻤﻟﺍﺔﻴﺠﺎﺘﻨﻹﺍ
 
Product Lines
ﻁﻭﻁﺨ ﺝﺎﺘﻨﺇﺍﺞﺘﻨﻤﻟ 
ﻴﻠﻤﻌﻟﺍﺕﺎ ﺔﻴﺠﺎﺘﻨﻹﺍ
 
ﻲﺘﻟﺍﻭ ﻥﻤ 
 
ﻥﻭﻜﺘﺘ ﺭﺼﺎﻨﻋ
 
ﺝﺎﺘﻨﻹﺍ
 
ﻡﺎﻅﻨﻟ 
 
ﺔﺤﺎﺘﻤﻟﺍ
 
ﺔﻴﺠﺎﺘﻨﻹﺍ
 
ﺔﻗﺎﻁﻟﺍ
:-
 
ﺃ
-
ﺩﺍﺭﻓﻵﺍ
 
People
 
ﺏ 
-
ﺔﻤﻅﻨﻷﺍﺔﻴﺠﺎﺘﻨﻹﺍ
 
Systems
 
ﺝ
-
ﺎﻴﺠﻭﻟﻭﻨﻜﺘﻟﺍ
 
ﺔﻤﺩﺨﺘﺴﻤﻟﺍ
 
Technology
 
و ﺔﻴﺟﺎﺘﻧﻹا
 
ﺔﻗﺎﻄﻟا
 
ﺔﻌﺑﺎﺘﻣ 
 
و 
 
ﻂﻴﻄﺨﺗ 
 
ﻲﻓ 
 
ﻢـﻜﺤﺘﻟا
 
ﻢﺘﻳ ﻦﻣ ﻦﻣ 
 
ﺔﻋﻮﻤﺠﻣ 
 
لﻼﺥ 
 
ﺔﻤﻈﻧﻷاﻲﺘﻟاﺮﺻﺎﻨﻋ
 
ﻪﺟﻮﺗ 
 
ﻲﻠﻳ 
 
ﺎﻤﻴﻓ 
 
ﻞﺜﻤﺘﺗ 
 
ﻲﺘﻟاو 
 
جﺎﺘﻧﻹا
 
مﺎﻈﻨﻟ 
 
ﺔﻴﺟﺎﺘﻧﻹا
 
ﺔﻗﺎﻄﻟا
 :- 
أ
-
ﺔﻤﻅﻨﺃﻊﻴﻨﺼﺘﻟﺍﻟﺎﺒ 
 
ﺔﻠﻤﺎﻜﺘﻤﻟﺍ
 
ﺭﺘﻭﻴﺒﻤﻜ 
Computer Integrated Manufacturing (CIM)
 
ﺏ 
-
ﺇﺯﺎﺠﻨ لﻤﻌﻟﺍﻲﻓ ﺩﺩﺤﻤﻟﺍ
 
ﺕﻗﻭﻟﺍ
 
Just in Time (JIT)
 
ﺝ
-
ﺇﺓﺭﺍﺩ ﺔﻠﻤﺎﺸﻟﺍ
 
ﺓﺩﻭﺠﻟﺍ
 
Total Quality Management(TQM)
تارادﻹاةﺪﻋﺎﺴﻤﻟا
 
Support Plateforms
ﻲﻠﻳ 
 
ﺎﻤﻴﻓ 
 
ﻞﺜﻤﺘﺗ 
 
ﻲﺘﻟاو 
 :-
 
ﺃ
-
ﺓﺭﺍﺩﺇﺕﺎﻤﻭﻠﻌﻤﻟﺍ
 
Information Management
 
ﺏ 
-
ﺓﺭﺍﺩﺇﺔﻴﺭﺸﺒﻟﺍ
 
ﺩﺭﺍﻭﻤﻟﺍ
 
Human Resource Management
 
ﺝ
-
ﺔﻴﻟﺎﻤﻟﺍ
 
ﺓﺭﺍﺩﺇ
)
٣٧
(
 
Financial Mangement
 
 
 
٣
 
لﻜﺸﻟﺍ
 )
١
-
١
(
ﻡﺎﻅﻨﻠﻟ 
 
ﺔﻨﻭﻜﻤﻟﺍ
 
ﺭﺼﺎﻨﻌﻟﺍ
 
ﻰﻟﺇ
 
ﺭﻴﺸﻴ ﻲﺠﻴﺘﺍﺭﺘﺴﻹﺍ
 
ﻊﻴﻨﺼﺘﻟﺍ
 
ﻪﻴﻠﻤﻌﻟ 
 
)
٣٧
(
 
١
-
١
-
٣
-
ﺓﺩﺎﻋﺇﺒ 
 
ﻊﻨﺼﻤﻟﺍ
 
ﻡﻴﻅﻨﺘ 
 
ﺈ ﻡﺍﺩﺨﺘﺴ ﺔﻴﺠﻴﺘﺍﺭﺘﺴﺇﻊﻴﻨﺼﺘﻟﺍ
 :
The Reorganisation of the Factory by Manufacturing Strategy
ﻭ ﻡﺘـﻴ ﺔﻴﺅﺭـﻟ 
 
ﺎـﻘﻓﻭ 
 
ﻊﻨـﺼﻤﻟﺍ
 
ﻡﻴـﻅﻨﺘ 
 
ﺓﺩﺎـﻋﺇ
 
ﺔﻴﺠﻴﺘﺍﺭﺘﺴﺇﻥﻤ 
 
ﺞﺘﻨﻤﻟﺍ
 
ﻊﻴﻨﺼﺘ 
 
ﺕﺎﻴﺠﻴﺘﺍﺭﺘﺴﻹﺍ
 
ﻥﻤ 
 
ﻥﻴﻋﻭﻨ 
 
لﻼﺨ 
:-
١
-
١
-
٣
-
١
-
ﺔﻴﺠﻴﺘﺍﺭﺘﺴﺇﻕﻴﻭﺴﺘﻟﺍ
 
The Marketing Strategy
١
-
١
-
٣
-
١
-
١
-
ﻑﺩﻫﺔﻴﺠﻴﺘﺍﺭﺘﺴﺇ
 
ﻕﻴﻭﺴﺘﻟﺍ
The Marketing Strategy goal
لﺜﻤﺘﻴ 
 
ﻑﺩﻫ
 
ﺔﻴﺠﻴﺘﺍﺭﺘﺴﺇ
 
ﻕﻴﻭﺴﺘﻟﺍﻰﻠﻴ 
 
ﺎﻤﻴﻓ 
 :-
 
ﻪﻴﺠﻭﺘ ﺔﻋﺎﻨﺼ ﺓﺯﻫﺎﺠﻟﺍ
 
ﺱﺒﻼﻤﻟﺍ
 
ﺠﺍﻭﻤ 
 
ﻰﻠﻋ
 
ﺓﺭﺩﻘﻟﺍ
 
ﻕﻴﻘﺤﺘ 
 
ﻰﻟﺇ
 
ﻪ ﺕﺍﺭﻴﻐﺘ ﻕﻭﺴﻟﺍ
 .
)
٤٢
(
 
 
ﺕﺍﺫ 
 
ﺕﻼﻴﺩﻭﻤﻟﺍﻭ 
 
ﺕﺎﺠﺘﻨﻤﻟﺍ
 
ﻥﻤ 
 
ﺔﻔﻠﺘﺨﻤ 
 
ﻉﺍﻭﻨﺃ
 
ﺝﺎﺘـﻨﺇﺕﺎﻔﺼﺍﻭﻤﻟﺍﺭﻴﻐﺘﻤﻟﺍ
 
ﺓﻲﻓ لﻗﺃ
 
ﻥﻤﺯ ﻪﻨﻜﻤﻤ 
 
ﻪﻔﻠﻜﺘ 
 
ﻭ 
 .
)
٤٨
(
 

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