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Ievads
Tradicionl lauku viensta Latvij ar savu apkrtjo ainavu ir
augsti vrtjams un saglabjams kultrvsturiskais mantojums. Daudzu
tradicionlo lauku vienstu mi sniedzas iepriekjos gadsimtos, par ko
liecina milzu dikoki, kas sastopami gandrz katr lauku stas pagalm.
Lielajos pagalma kokos cilvki saskatja dieviso kltbtni, varenbu un
svti tos godja. Pateicoties latvieu dzves uztverei un vsturiski
senajam dzves veidam, tradicionlajs latvieu lauku sts ir tik daudz
veco senatnes liecinieku.
Kurzemes reiona vienstas no reionls arhitektras un
ainavisko patnbu viedoka veido kultrvsturisks telpas identitti, kas
pai svargi ir apzint pareizjs administratvi teritorils reformas
attstbas laik. Etnisk kopba un ts tradicionls izpausmes kultr,
3. attls. Kurzemes zemnieku lauku sta Zbaki Vrmes pagast
(autors: Linda Balode, 2011 g.)
Vai ar Juguns pakalnu meklja tur, kur jau auga kupls ozols,
deru krustpunkt. os kokus joprojm dab iesj si, jo deru
krustpunktos tie iekrto ziemas barbas krtuves, un parasti pavasar
kda no zlm ar iesakojas. Vl ozola vieta bija stvu upju krastu un
gravu augmals k ar iebraucam cea skum. Senajm tradcijm
raksturgi, ka pagalm bez centrl koka liepas, vl auga mtes un
auglbas koks bele. Savukrt pldzis bija sargtjs no aunuma
ienkanas st. Kava, osis, goba, vksna, vlkos laikos ar kastaa,
varja augt stas ziemeu pus vai pie dzvnieku aplokiem, kur tos
izmantoja nonojumam. Biei vien stas ziemeu vai ziemeaustrumu
pus aizsardzbai no stipri aukstajiem vjiem un sniega tika rind stdts
egu dzvogs. No skuju kokaugiem 19. gadsimta laikos, lauku stu
pagalmos bija sastopamas ar pa kdai no muias atnestai tjai, jeb
dzvbas kokam, ko iestdja koumdrzi. Pie dam stm pards pat
vesel rind stdtas tjas. Savukrt kavas un ous neatstja nedz
trum, nedz saku drz. Ne velti Latvijas lauku ainav dikoku ir vairk
4. attls. Kurzemes zemnieku lauku sta Ozoli Vrmes pagast
(autors: Linda Balode, 2010 g.)
Vecie klui, kas bija gan vertikli, gan slpi guloi, pamazm
satrunja un pazuda. Ldz ar jauno laiku stropiem ieviess ari
modernkas bikopbas metodes. Msdiens medus izmantoana ir
kuvusi aizvien niecgka, to aizstj mkslgi veidots medus vai cukurs,
kura dziedniecisks vrtbas ne teju nav saldzinmas ar dabgu biu
medu. Tradicionlajs Kurzemes lauku sts vienmr bija pa kdai biu
saimei, kas odien tiek pamazm aizmirstas (3.).
Lielie vecie koki lauku st ir ne tikai esttisks ainavas elements,
bet ar dabas piemineklis, un, ja kds no tiem tiek traumts vai aiziet boj,
zaudjums ir neaprinms. Ir jdara viss, lai iespjami ilgk o skaisto
stas rotu saglabtu ar nkamajm paaudzm. Ar katru gadu veco
aizsargjamo dikoku skaits samazins. Tie cie no dabas stihijm,
dabiski noveco, vai cilvku radts sekas tos neatgriezeniski noposta.
Galvenie dikoku vrtanas rdtji ir koka apkrtmrs 1,3 metrus no
zemes, k ar aptuvenais vecums, ko populrzintniskaj literatr
precizja Latvijas dikoku ptanas pamatlicjs, mekopis, Staislavs
Sali 20. gs. 60. gados. Preczi koku vecumu nav iespjams noteikt, jo
5. attls. Kurzemes zvejnieku lauku sta, Ncas novads
(autors: Linda Balode, 2011 g.)
Vide ir vrtga pati par sevi k dzves pamats, k ar ekonomisko un
socilo iespju galvenais avots, nodroinot dabas resursus, iedzvotju
nodarbintbu, iespju atpsties un pavadt brvo laiku. Mazprveidot
vide un lauku stu ainava ir viens no visvrtgkajiem Kurzemes reiona
resursiem. o teritoriju uzturana un stiprinana ir galvenais
paskums turpmkai reiona ilgtspjgai attstbai. Tradicionlo
Kurzemes lauku stu teritorijas nepiecieams pasargt no nepiemrotas
attstbas. Vietj lmen vairums cilvki prot novrtt dabas vrtbas,
6. attls. Kurzemes lauku stu ainavisko telpu iedaljums
(autors: Linda Balode, 2011 g.)
Telpisks plnoanas un reionlas attstbas politikai jbt
ldzsvarotai un jintegr sabiedrbas atirgs prasbas, idejas un mri.
Ir btiski svargi, lai Kurzemes lauku stu attstbas politika, kas attiecas
uz nodarbintbu, infrastruktru un investcijm, galvenokrt tiktu
noteikta saska ar ilgtspjgas harmonijas principiem. Visai ainavu
arhitektras mkslas kultrai raksturgas divas savstarpji vienotas, bet
atirgas tendences: mkslas veidu sintze, jeb apvienoans, k ar
tendence tiem stabilizties ar specifikas smalkku izkopanu. Dakrt
prsvaru gst tikai viena no tendencm, izpauoties sav starp
nevienmrgi (9.). Tas attiecinms ar uz ilgtspjgu lauku ainavu, kas sev
ietver divas nozmgas sadaas: ekoloisko, dabas veidoto un esttisko,
cilvka radto ainaviskaj telp. Cilvki neprtraukti cenas izmaint
apkrtjo ainavu sev par labu, nenovrtjot turpmks sekas, ko rcba
var dot. Pirmais solis uz ilgtspjgku ainavisko telpu btu
nepiecieamba atzt ekoloisko realitti un socilekonomisks
problmas valst kopum un tad izvrtt ar atsevio ainavisko telpu
iespjas attstties. Ikviena dabas vide var bt esttiski pievilcga, tau
ekonomiska spiediena ietekm t iztrjas. Vides vrtbu zudums
uzskatms joprojm par neveiksmgu, tomr oti nepiecieamu
kompromisu ekonomiskajai attstbai. Nav pareizi uzskatt vidi par tdu
7. attls. Lbieu zemnieku zvejnieku sta BDM
(autors: Linda Balode, 2010 g.)
Socilo zintu urnls Nr. 1(4) 33
8. attls. Kurzemes zemnieku sta Ozoli Vrmes pagasts
(autors: Linda Balode, 2008 g.)
Svargs moments ir vietj mroga socialekonomisko aktivitu
palielinana, kas darbotos k iedzvotju skaita ldzsvarotjs saistb ar
dzves vides veidoanu un saimniecisko attstbu. Daudzveidga pieeja
Kurzemes reiona vietjo ainavu kultras mantojuma un laikmetgs
kultrvides izmantoanas principiem stiprintu reionls iezmes un
vietjo identitti jeb piederbu. Kaut ar ainavisks telpas identitte ir k
pamats ilgtspejgas un uz apkrtj fona ekonomiski spcgas teritorijas
izveidei, ar reionlo un vietjo identitti vien bs par maz, lai
nodrointu ilgspjgu attstbu, attstoties blakus reionu teritorijm ar
stiprku identitti un skaidru nkotnes attstbas vziju.
Kurzemes reiona lauku teritorijas bez ekonomiski pozitvm
iecerm un risinjumiem nesps pilnb sasniegt savus vlamos
rezulttus. Telpisk stratija atbalsta procesus, kas ietver sev
daudzveidgus vietjos risinjumus (9.att.).
9. attls. Ilgtspjgi tradicionlas lauku stas principi
(autors: Linda Balode, 2012 g.)
34 Latgales Tautsaimniecbas ptjumi
Atbalstot neliela mroga ilgtspjgas attstbas aktivittes,
veiksmgi tiktu sekmti ainavisks telpas ekoloiskie, socilie un
ekonomiskie uzlabojumi, kas autu sajust identitti ne tikai vietj lmen,
bet ar reionlaj.
Daudzas pasaules valstis 1992. gad Riodeaneiro parakstja
starptautisku konvenciju par bioloisks daudzveidbas saglabanu.
Latvija t ir izsludinta par likumu 1995. gad. Tas nozm, ka Latvija,
tpat k citas valstis, ir izvirzjusi mri saglabt ilglaicgu bioloisko
daudzveidbu. Lai is mris tiktu sasniegts, ir svargi saglabt visu esoo
biotopu daudzveidbu ar vism tajos mtoajm sugm. Tikai td veid ir
iespjams nodroint lauku st dzves vietu pc iespjas lielkam augu
un dzvnieku sugu skaitam. Lielk daa no aptaujtajiem Kurzemes
iedzvotjiem atzst, ka viena no reiona lielkajm vrtbm un
bagtbm ir ts diezgan neskart daba. Ne tikai tpc, ka t ir oti
daudzveidga, ainaviski pievilcga, bet ar bagta ar retu augu un
dzvnieku sugm, kas saglabjus pateicoties maigajiem Kurzemes
piekrastes klimatiskajiem apstakiem. Msdienu industrializtaj vid
aizvien straujk das ainavas tiek zaudtas un aizvien grtk
atjaunojamas. Daba k dabiska, neskarta za oze ir viens no msdienu
trisma galvenajiem resursiem. Ne velti, obrd ar mazk skartu dabas
vidi saisttais trisma piedvjums ir viens no pieprastkajiem Eiropas
trisma produktiem. K iemesls tam ir jmin daudzu, galvenokrt augsti
industrializto, valstu pieredze. rvalstu pieredze pierdjusi, ka dzvs
dabas bagtbas var tri izzust, bet to atjaunoana prasa milzu ldzekus.
Msdiens lauku stu pagalmi tiek intensvi pauti, izbruti ar
mkslgiem bruakmeiem, vecie koki izvkti un dobumainie zari
izzti, kas ir par pamatu vairumam putnu un dzvnieku bganai no
skaistajiem lauku stu pagalmiem (10. att.).
10. attls. Kurzemes zvejnieku sta Pa rags, Rucavas zvejniekciems
(autors: Linda Balode, 2011 g.)
12. attls. Ilgtspjgas attstbas pamats ldzsvars un harmonija tradicionlaj
lauku stas ainav
(autors: Linda Balode, 2012 g.)
38 Latgales Tautsaimniecbas ptjumi
Secinjumi un prieklikumi
Teritorijas attstbas plnus ir jdefin kontekst ar
kultrainavisks telpas aizsardzbas un regulcijas zonm ar ap vecajm
lauku vienstm, emot vr zemes paumu tiesbas, k ar jveido
mrtiecgs bioloisks daudzveidbas saglabanas plnojums.
Kurzemes vienstu ainavu veidoanos btiski ir ietekmjis valsts
maingais politiski ekonomiskais stvoklis. Laika ritjums ietver sev
daudzveidgu kultrvsturisko informciju, kas liecina par lauku stu
attstbas daudzslaino mrogu un proporcijas btisku maiu.
Kurzemes tradicionlo lauku stu teritorijas ir nozmgas ne tikai
vietj mrog, bet ar globli. Teritoriju kvalitatvo pabu apzinanai
un attstbai ir svarga valstiski ekonomisk nozme, jo sakrl
arhitektra un ts ietvero ainaviski daudzveidg rtelpa veidojas k
bagtgs trisma resurss. Sintezjot tradicionls Kurzemes lauku stu
iezmes msdienu ainav, btiski uzlabotos kultrvsturisks telpas
esttisk kvalitte. Rezultt mazintos vizuli nekvalitatvais raksturs,
pieirot jaunas modernisma tendences Kurzemes tradicionlo vienstu
ainaviskajs telps. Tradicionls lauku stu ainavas iegtu laikmetgi
oriinlu, harmonisku vidi, kas ir plastiska ldzsvar ar cilvku un dabu,
ko vieno kultrvsturisks ainavu vrtbas.
Nepiecieama efektvka un prdomtka plnota zemes
izmantoana, lai t btu zaka, dabai draudzgka un daudzveidgka.
Izvrtjot vrtgko dabas teritoriju saglabanas iespjas, nepiecieams
neitralizt vai kompenst jebkuru ainavu struktras piesrojumu. Ja
nepiecieams, jveic ar nozmgu ekosistmu restaurciju saska ar
dabisks vides principiem un attstbu. Kvalitatva dzves vide lauku stas
ainaviskaj telp ir nepiecieama ne tikai dabai, augiem un dzvniekiem,
bet ar cilvka dabgai un ilgtspjgai pastvanai. Veidojot cilvka
dzves telpu, liela uzmanba jpievr videi draudzgu un cilvkam
nekaitgu bvniecbas materilu izvlei, prdomtiem arhitektras
risinjumiem, k ar jnodroina drou un pieejamu vidi cilvkiem ar
kustbu traucjumiem. Visos ajos jautjumos btiska ir veselga,
pretmnkoa socil vide un sabiedrbas iesaistana ilgtspjgu lauku
ainavisko telpu plnoan, lmumu pieeman un aizsardzb.
Zintniski ptniecisk darba rezultti sniedz nkotn nozmgu
pienesumu lauku pavaldbu administratvi teritorilai attstbai lai
uzlabotu, atjaunotu vai radtu jaunas ilgtspjgas ainavas, kas balsttas uz
sabalanstm un harmoniskm attiecbm starp saimniecisko darbbu,
socilajm vajadzbm un kultrvsturisko vidi.
1.attls. ES struktrfondu pieirtais finansjums sadaljum
pa plnoanas reioniem un teritoriju attstbas lmea indeksi
laika period no 01.01.2007. 01.01.2011.
(autores izstrdts pc 1.; 2.; 7. datiem)
Rangu korelcijas analze liecina, ka starp teritorijas attstbas
indeksu un ES struktrfondu finansjuma apjomu ir ciea korelcija
(0,9710). Tas nozm, ka socilekonomiski augstk attsttie reioni ir
samui lielku ES struktrfondu finansjumu.
Savukrt, starp teritorijas attstbas indeksu un ES struktrfondu
finansjumu uz 1 iedzvotju korelcija ir negatva (0,7824) jo
2.attls. ES struktrfondu ieguldjumu apjoms pa darbbas programmm
Latvijas reionos uz 1 iedzvotju laika period no 01.01.2007. 01.01.2011.
(autores izstrdts pc 2.; 7. datiem)
3. darbbas programm Infrastruktra un pakalpojumi un
2. darbbas programm Uzmjdarbba un inovcijas vislielkais
pieirtais finansjums uz 1 iedzvotju bija Vidzemes reion 1681,34
Ls un 473,99 Ls, bet 1. darbbas programm Cilvkresursi un
nodarbintba vislielkais finansjums tika ieguldts Rgas reion
159,54 Ls uz 1 iedzvotju.
4.attls. 2. Darbbas programmas Uzmjdarbba un inovcijas
pieirt finansjuma apjoma un aktvo uzmumu skaita attiecba
sadaljum pa Latvijas reioniem laika period no 01.01.2007. 01.01.2011.
(autores izstrdts pc 2.; 5. datiem)
T k visvairk aktvo komersantu (mikro, mazo, vidjo un lielo)
atrodas Rgas reion (72 490), tad ar ES struktrfondu finansjums im
reionam tika pieirts vislielkais 342,15 milj. Ls. Savukrt, Zemgales
reion, kur atrodas vismazk aktvo komersantu (14 011), ES
struktrfondu finansjums tika pieirts vismazkais 104,87 milj. Ls.
Savukrt, atbalsts mikro, maziem, un vidjiem komersantiem pai
atbalstmajs teritorijs tiek pieirts, emot vr teritorijas attstbas
indeksu attiecg reion. Latgales un Vidzemes reionos, kuri ir
socilekonomiski vismazk attstti, mikro, mazo, un vidjo komersantu
attstbai tiek pieirts vislielkais ES struktrfondu atbalsts.
5.attls. Latgales reionam pieirtais ES struktrfondu finansjuma
apjoms un patsvars sadaljum pa darbbas programmm laika
period no 01.01.2007. 01.01.2011. (Ls, %)
(autores izstrdts pc 2. datiem)
Kopum var atzmt, ka pastv milzgas atirbas finansjuma
sadal ne tikai reionu skatjum, bet ar novadu un pilstu skatjum
(6.att.).
6.attls. Pieirtais kopjais ES struktrfondu finansjums Latgales novados un
pilsts laika period no 01.01.2007. 01.01.2011. (Ls)
(autores izstrdts pc 2.; 7. datiem)
Socilo zintu urnls Nr. 1(4) 61
Viss darbbas programms lielkie finansjumi pieirti tdos
Latgales novados un pilsts, k Daugavpils, Rzekne, Rzeknes novads,
Krslavas novads un Lvnu novads.
Lielkais ES struktrfondu finansjums uz 1 iedzvotju Latgales
reion tika pieirts Baltinavas novadam 9770,26 Ls, bet mazkais
Vrkavas novadam 122,84 Ls uz 1 iedzvotju. Jem vr btisks
aspekts, ka is finansjums uz 1 iedzvotju tika pieirts trs darbbas
programmu stenoanai. Kopum var secint, ka ES struktrfondu
finansjums Latgales reiona novados un pilsts uz vienu iedzvotju
bija oti mazs saldzinot ar vidjo lmeni valst.
ES struktrfondu kopj finansjumu piesaiste pa Latgales
novadiem un pilstm nav tiei saistta ar attiecgs teritorijas attstbas
lmeni (7.att.).
7.attls. ES struktrfondu pieirtais finansjums saldzinjum
ar teritoriju attstbas indeksu Latgales novados un pilsts laika
period no 01.01.2007. 01.01.2011.
(autores izstrdts pc 1.; 2. datiem)
Latgales plnoanas reiona pavaldbu anketanas rezultti
Pc Latgales reiona novada pavaldbu anketanas rezulttiem
tika konstatts, ka vairum Latgales reiona pavaldbu ES struktrfondu
projektus ldzfinans ldz 25% no sev pieejamajiem finanu resursiem.
Tau vairums pavaldbu anketanas laik ir atzinuas, ka ES
struktrfondu projektus btu gatavas ldzfinanst 1015% apmr no
sev pieejam finansjuma. Rzeknes novada pavaldba nevarja nordt
konkrtu ES struktrfondu projektu ldzfinansjuma apmru (8.att.).
9.attls. Latgales reiona novada pavaldbu projektu stenoanas statuss bez
ES struktrfondu ldzfinansjuma (pavaldbu skaits un patsvars)
(autores izstrdts)
Lielkais vairums Latgales reiona pavaldbu atbalsta ES
struktrfondu finansjuma sadali pc socilekonomisks attstbas
rdtjiem lielku finansjumu pieirot mazk attsttiem reioniem
un novadiem (10.att.).
Krslavas novada pavaldba uzskata, ka Latvijas reioniem un
novadiem ir jpieir kvota atkarb no iedzvotju skaita, ldzgi k
Eiropas Lauksaimniecbas fonda lauku attstbai projektiem pilstu un
lauku teritorijs, kas izmantojami saska ar priorittm.
Socilo zintu urnls Nr. 1(4) 63
10.attls. Latgales reiona novadu pavaldbu viedoklis pc kdiem faktoriem
btu jpieir ES struktrfondu finansjums Latvijas reionos un novados
(pavaldbu skaits un patsvars)
(autores izstrdts)
Savukrt, Viakas novada pavaldba uzskata, ka ES struktrfondu
finansjums ir vairk jnovirza lauku pavaldbm, vairk jatbalsta
uzmjdarbba un jsniedz pabalsti (subsdijas) un stipendijas imenm
dzvei laukos.
Secinjumi un prieklikumi
1. Finansjuma sadal pa reioniem Latvija neem vr kopjo ES
politikas mri atbalstt socilekonomiski mazk attsttos
reionus. Latvija vislielko ES struktrfondu finansjumu piera
tiem reioniem, kuriem bija vislielkais IKP apjoms, tdjdi nevis
izpildot ES politikas mri, bet gan tiei pretji vl vairk
palielinot dadu reionu socilekonomisk attstbas lmea
atirbas un mazk attstto reionu atpalicbu. Vislielkais IKP
apjoms bija Rgas reionam 10 806 021 tkst. Ls, vienlaikus aj
reion tika veikti vislielkie ES struktrfondu ieguldjumi
2 V varicijas koeficients
4 Latvij 2007. un 2008. gad bija piena lopkopbas saimniecbas, kuras veidoja atseviu
ekonomisk lieluma grupu >= 250 ELV, tdjdi prvrot >=100 ELV grupu par 100
< 250 ELV. T k FADN datu bz vislielks saimniecbas veido ekonomisk lieluma grupu
>=100 ESU, tabul dati par saimniecbm virs 250 ELV netiek iekauti saldzinjuma
neiespjambas d.
6 Latvij 2007. 2009. gad bija sevii piena lopkopbas saimniecbas, kuras veidoja
atseviu ekonomisk lieluma grupu >= 250 ELV, tdjdi prvrot >=100 ELV grupu par
100 < 250 ELV. ajos gados grup virs 250 ELV slaucamo govju, rinot uz 1 LDV, skaits
bija attiecgi 7,40; 8,75 un 10,97.
1. attls. Divdimensiju objektu telpas sadaljuma klasteros piemrs
Avots: autora izveidots attls
Klasterizcija atiras no klasifikcijas ar to, ka analzes veikanai
klasterizcijas proces nav nepiecieambas izdalt atseviu maingo
grupu. No viedoka klasterizcija tiek traktta k apmcba bez
skolotja un tiek pielietota ptjumu skotnj posm (9.).
Klasteranalzi raksturo divas patnbas, kas atir to no citm
metodm:
1) rezultts atkargs no objektu vai to atribtu dabas, t.i., tie var
(x ik xi )( x jk x j )
1
d
rij d
k 1
d , kur xi
d x ik . (3)
(x
k 1
ik xi ) 2
(x
k 1
jk xj) 2 k 1
X Y
X
i 1
i Yi
D XY cos( ) (4)
X Y n n
(X )
i 1
i
2
(Y )
i 1
i
2
(d) atkrto (b) soli tik ilgi, kamr iterciju laik nemains klasteru
centru vrtbas.
Algoritma darbbas rezultt tiek noteikti galgie klasteru centri wj,
ievrojot nosacjumu, ka attlumu kvadrtu summai starp visiem
punktiem, kas pieder grupai j, un klastera centru ir jbt minimlai.
Btisks jautjums kvidjais algoritma realizan ir klasteru
skaita un skotnjo centru noteikana. Vienkrkajos uzdevumos
pieem, ka apriori ir zinms klasteru skaits un par skotnjm m klasteru
centru vrtbm tiek piedvts emt apmcos kopas pirmos m
punktus.
Par algoritma kvidjais priekrocbm var uzskatt popularitti,
lielo efektivitti un procedras vienkrbu. Bet gadjum, kad objektu
izvietojums ir neviendabgs, algoritms var nedot labus rezulttus. Tad ir
jmaina parametri (klasteru skaits) un atkal jmina atkrtot algoritma
darbbas. Par trkumu tiek uzskatts tas, ka algoritms nav universls.
2. Klasterizcijas rezulttu ticambas novrtjums
Darba izstrdes laik aktualizjs jautjums par klasterizcijas
kvalittes kritrijiem, t.i., skaitliska kritrija noteikana, lai vartu
novrtt klasterizcijas rezulttu.
Literatr apskatti trs kritriji klasterizcijas ticambas
novrtan: rjais kritrijs, iekjais kritrijs un relatvais kritrijs (9.).
Raksta ierobeot apjoma d turpmk tiks apskatts tikai klasterizcijas
rjais ticambas indekss.
Ja dota datu izlase X un klasteru struktra C tiek iegta no X
klasterizcijas algoritma darbbas rezultt, tad rjais kritrijs saldzina
iegto klasteru struktru C ar specificta sadaljuma P kategorijm, kas
atspoguo potencilo klasteru struktru, ko vartu iegt no X. Datu
punktu prim xi un xj no izlases X pastv etri stvoki, k xi un xj
izvietojas klasteru struktrs C un P (9.):
Stvoklis 1: xi un xj pieder ldzgiem C klasteriem un ldzgm P
kategorijm.
Stvoklis 2: xi un xj pieder ldzgiem C klasteriem, bet atirgm
P kategorijm.
Stvoklis 3: xi un xj pieder atirgiem C klasteriem, bet ldzgm
P kategorijm.
142 Latgales Tautsaimniecbas ptjumi
Stvoklis 4: xi un xj pieder atirgiem C klasteriem un
atirgm P kategorijm.
Punktu pri visiem etriem stvokiem tiek apzmti ar a, b, c un d.
T k punktu pru kopskaits ir n(n1)/2, tad var iegt izteiksmi:
n(n 1)
M abcd , (5)
2
kur n ir datu izlases punktu skaits.
rj indeksa izskaitoanas demonstranas nolk pieem, ka
dota datu izlase ar 7 punktiem. 2. attl pardts punktu izvietojums
specifict sadaljum P un klasterizcijas rezultt iegtaj klasteru
struktr C.
2. attls. Punktu pri etru stvoku demonstranai (9.)
Attl redzams, ka, piemram, stvoklim 1 atbilst tikai divi
gadjumi (x1 un x3) un (x2 un x5). ie punkti vienlaikus pieder ldzgiem C
klasteriem un ldzgm kategorijm sadaljum P, t.i., atrodas vien un
taj pa klaster sadaljum P un vien un taj pa klaster struktr C.
Visiem etriem stvokiem atbilstoie punktu pri pardti 1. tabul.
1.tabula
Datu punktu gadjumu stvoki (9.)
3. attls. Augstskolu reitinga datu dendrogramma
Avots: autora aprinu rezultts
Dendrogrammas analze liecina, ka rezultjoie klasteri btiski
neatiras no kvidjais klasterizcijas algoritma darbbas rezultt
iegtajiem klasteriem (3. tab.).
3.3. Klasterizcijas ticambas analze
Lai prbaudtu veikts klasterizcijas ticambu, tika izskaitoti
kvalittes rdtji Randa un Huberta indeksi astoiem klasteriem.
Klasteru struktra C (secgi ar klasteru skaitu robes no 2 ldz 8
klasteriem) tika saldzinta ar specifictajiem sadaljumiem P, kas satur
dadus potencilos klasterus. Piemram, ja klasteru struktra C sastv
no diviem klasteriem, tad em sadaljumu P ar trim klasteriem, izskaito
a, b, c, d vrtbas un izskaito kvalittes indeksu struktrai C un
identificanas kdu. Tad em sadaljumu P ar etriem klasteriem utt.
Izskaitots kopjs klasterizcijas kdas bija das:
2 klasteriem 5,56 %;
3 klasteriem 50%;
4 klasteriem 55,6%;
5 klasteriem 55,6%;
6 klasteriem 38,89%;
7 klasteriem 33,33%;
8 klasteriem 50%.
Socilo zintu urnls Nr. 1(4) 147
Starp vism C struktrm vismazk kda ir 7 klasteru gadjum,
t.i., 7 klasteru struktra aj gadjum ir visoptimlk. 4. attl pardti
izskaitotie Randa un Huberta indeksi.
4. attls. Randa un Huberta indeksi septiu klasteru gadjum
Avots: autora aprinu rezultts
Tdjdi ir konstatts, ka doto datu izlasi vislabk raksturo 7
klasteru struktra (3. tab.). emot vr publiskaj telp izskanjus
runas par augstskolu restrukturizcijas nepiecieambu, no matemtisk
viedoka raugoties 7 izskaitotos optimlos klasterus vartu turpint
apvienot, iegstot, piemram, superklasteri ar LU, RTU, RSU un DU.
ds hipottisks sadaljums pardts 5. attl.
5. attls. Augstskolu sadaljums septiu klasteru gadjum
Avots: autora izveidots attls
Var secint, ka klasterizcijas kvalitti raksturojoie indeksi ir oti
lietdergi klasterizcijas algoritmu darbbas rezulttu analz. Ar to
148 Latgales Tautsaimniecbas ptjumi
paldzbu var izvlties optimlu klasteru struktru gadjumos, kad datu
sadaljums klasteros skotnji nav noteikts.
Secinjumi un prieklikumi
Klasteranalzes k viena no intelektuls datu analzes
pamatuzdevumiem mris ir neatkargu grupu (klasteru) un to
raksturlielumu meklana analizjamos datos. da uzdevuma
atrisinana auj labk izprast datus, jo klasterizciju var izmantot
praktiski jebkur pielietojumu jom, kur nepiecieama eksperimentlo
vai statistisko datu analze.
Visiem klasterizcijas algoritmiem ir kopgi parametri, kuru izvle
ar raksturo klasterizcijas efektivitti. Svargkie klasterizciju
raksturojoie parametri ir di: metrika (klasteru elementu attlums ldz
klastera centram), klasteru skaits k un klasterizcijas ticambas
novrtjums.
Lai izvrttu klasterizcijas algoritmu darbbas efektivittes
aspektus, tika izvirzts mris veikt Latvijas valsts dibinto augstskolu
reitinga datu par 2011. gadu analzi. Ptjuma uzdevumi bija pakrtoti
izvirztajam mrim:
veikt metrikas izvles pamatotbas izvrtanu;
raksturot klasteru skaita izmaiu analizjamajiem datiem;
novrtt klasterizcijas rezulttu ticambu.
Ptjuma nolks bija pardt, k ar klasterizcijas metodm
alternatv veid var analizt dus datus. Ptjuma laik tika konstatts,
ka metrikas izvle btiski neiespaido klasterizcijas kvalitti. Daudz
lielka nozme bija klasteru skaita izvlei. Reitinga datu klasterizcij un
pc ts veikts klasterizcijas indeksa izskaitoanas par optimlko tika
izvlta klasteru struktra ar septiiem klasteriem. Ptjuma
eksperimentls daas rezultti liecina, ka augstskolas ajos klasteros
iedaltas pc to tuvbas mra, ko nosaka indikatoru vrtbas. Tpat tika
secints, ka vietu reitinga tabul btiski ietekm indikatora I8
(publikciju skaits) vrtba.
Tda veida datu analze ar klasterizcijas paldzbu var tikt
uzskatta k papildus ldzeklis tradicionlajm datu apstrdes
procedrm, bet ts rezultti ir rpgi janaliz.
Analizjot atsauksmes pres par augstskolu reitingu korektumu,
tika secints, ka galvenie iebildumi pret 2011. gada augstskolu reitingu ir
di:
nav korekti saldzint studjoo rvalstnieku skaitu privts un
valsts augstskols;
nav korekti apgalvot: jo lielka augstskola, jo t ir
kvalitatvka;
finanu iestdm
Figure 1. Curve presenting the number of the market attendances.
(Vertical axis is the number of market attendances, horizontal axis is the day of
the registering of market attendances).
Model 1(Fourier approximation). For the Model we showed that
k=0,15 for sin and k=0,1 for cos. Consequently
a*cos(2pkt/1096)+b*sin(2pkt/1096)+c
1800000
1600000
1400000
1200000
1000000
800000
600000
400000
200000
0
101
201
301
401
501
601
701
801
901
1
1001
Figure 2. The curve presenting the Model 1. (Vertical axis is the number of
market attendances; horizontal axis is the day of the registering of market
attendances).
Model 2 (Quadratic trend). For the Model 2 we showed the
quadratic trend of time series presenting the number of market
attendances. That is t = 0,618657449 t 2 +2125,248521t +64367,76199,
where standard errors are as follows: 0,020330747 for the coefficient of
t 2 , 23,03294854 for the coefficient of t, 5470,8085 for the constant; t
statistics are as follows: 30,42964738 for the coefficient of t 2 ,
92,26992878 for the coefficient of t, 11,76567602 for the constant. R 2 =
0,983246064; F=32072,7012. The degree of the freedom equals 1094.
The curve presenting the Model 6 is given in Fig.4.
201
301
401
501
601
701
801
901
1
1001
Figure 3. The curve presenting the Model 2.
(Vertical axis is the number of market attendances; horizontal axis is the day of
the registering of market attendances).
Model 3. (Model with quadratic trend and Fourier time series).
For the Model 3 we showed the existence of e time series approximation
with quadratic trend and Fourier time series. It allows the presentation
as follows.
t = 53076090,07 sin0,001146t +607711081,4 cos0,001146t
43994,6013t102,3537 t 2 +607642910, where k=0,15 for sin and k=0,1
for cos. Standard errors are as follows: 4446292,97 for the coefficient of
sin, 42656152,94 for the coefficient of cos, 3910,37946 for the coefficient
of t, 7,339236 for the coefficient t 2 and 42651630 for the constant; t
statistics are as follows: 11,93715539 for the coefficient of sin,
14,24673909 for the coefficient of cos, 11,2507243 for the coefficient of
t, 13,94609 for the coefficient t 2 and 14,246651 for the constant.
R 2 = 0,987782619, F=22052,00239. The degree of freedom equals
1094. The curve presenting the Model 3 is given in Fig.4.
201
301
401
501
601
701
801
901
1
1001
Figure 4. The curve presenting the Model 3.
(Vertical axis is the number of market attendances; horizontal axis is the day of
the registering of market attendances).
2. Advertising and profit
2.1 Introduction
The set of factors affecting the customers decisionmaking on
expenses is variable and particularly advertising is one of the actions
providing strong impact [4] on competitiveness of the company.
Advertising modeling and analyzing show that it is a valuable mechanism
allowing information distribution concerning the state of the market. The
paper [4] is devoted to study of the approach, based on research of the
market competition. This research is based on the study of companies
advertising activity. In [4] the principle of advertising modeling is studied
and it is based on the consideration of the principle of individual
optimality. The present paper studies the advertising modeling problem
based on the global market principle of optimality. The paper
complements the research done in [4] and continues the study of
advertising efficiency problem investigation. The advertising modeling
allowed to study and to calculate expense elasticity of the profit. It is
characterized as advertising property and is given at the end of the paper.
2.2 Main definitions and concepts
Assume [1] that with fixed price P the set of companies
I 1,2, , N sells the product and all these companies have specific
expenses equal to c . A j and q j are expenses for advertising and sales
capacity of the j company correspondingly, j I . j and j are
Consequently,
1 1
N
N
P c K A j Am 1
1 K Am
1
A j
. (8)
j 1 j 1
From (6) and (8) we have (9)
1
N
1 P cK A j Al 1 1
A j 1
l 1
. (9)
Am
P c K A j Am 1 1
N
j 1
Advertising expenses elasticity of the profit of the company l , l I
take the value
1
P cK Aj 1Al
N
N
i
j1
Al .
e N i1
N
(10)
i , Al Al
i 1 i
P cK
N N
Aj Ai
i1
j1 i1
j1
From (9) and (12) we have
N
i , Al A
i 1
l . (13)
eN Am
i , Am
i 1
qi , j
GFj ( 1i K j , 1i L j )
(9)
unit manufacturing cost of production of ith product in the factory j.
J
i , z i , j , z Qi , j
j 1
vi , z
GDC , j ( i K z , i Lz )
unit purchasing cost of the product ith produced by zth Distribution
Center.
Problem Formulation.
Model 1. Optimization problem presented as a Linear
Programming problem.
As an objective function we consider the maximization of the total
supply chain profit presented as a sum:
R N I J I J Z
Object.Funct. [( f r ,n t r ,n )( i , j ,r ,n H r ,n )] + [( pi , j qi , j ) i , j , z Qi , j ]
r 1 n 1 i 1 j 1 i 1 j 1 z 1
+
I Z M I Z M
where
R N I J
[( f
r 1 n 1
r ,n tr , n )( i , j , r , n H r , n )] is the profit of the suppliers,
i 1 j 1
I J Z
I Z M
[(e
i 1 z 1
i, z vi , z )( i , m , z Ei , z )] is the retail profit of the Distribution
m 1
[( fr,n tr,n )( i, j,r,n Hr,n )] fr,n ( i, j,r,n Hr,n ) i, j,r,n (w1n r Kn wn2r Ln ) .
r1 n1 i1 j 1 r1 n1 i1 j1 r1 n1 i1 j 1
(14)
Model 2. Optimization problem presented as a NonLinear
Programming problem.
Considering production functions of raw material suppliers,
factories, Distribution Centers and customers the problem (10)(13)
using (14) allows the presentation as follows. Substitution of production
functions into the objective function (10) gives the objective function as
follows.
R N I J R N I J
r 1 n1
f r,n ( i, j,r,nGR,n (r,n Kn , r Ln ) i, j,r,n (w1n r Kn wn2 r Ln ) +
i 1 j 1 r 1 n1 i 1 j 1
I J
w 2j i1 K j u 2j i1 L j f r ,n i , j ,r ,n G R ,n ( r K n , r Ln ) Z
[( pi , j
i 1 j 1
r 1 n 1
G F , j ( i K j , i L j )
) i , j , z Qi , j ] +
z 1
I Z
wz3 i K z u z3 i Lz pij ijz GF , j ( i K j , i L j )
[(c
j 1
)( i ,m, z Ci , z )] +
GDC , z ( i K z , i Lz )
i, z
i 1 z 1
I Z
wz3 i Kz uz3 i Lz pijijzGF, j ( i K j , i Lj )
[(e
j 1
)( i,m,z Ci, z )] max (15)
GDC, z ( i Kz , i Lz )
i, z
i 1 z 1
Further, substation of production functions into the system of
constraints (11)(13) gives the system of constraints as follows.
R N
i , j f r ,n ( i , j , r , n G R , n ( r ,n K n , r ,n L ) G F , j ( i K j , i L j ) (16)
r 1 n 1
J
i , z p i , j ( i , j , z G F ,, j ( i K j , i L j ) G DC , z ( i K z , i L z ) (17)
j 1
I Z
[(c
i 1 z 1
i, z vi , z )( i ,m, z GDC , z ( i K z , i Lz )] +
I Z
[(e
i 1 z 1
i,z vi, z ) i,m, z GDC, z ( i1 K z , i1 Lz )] GM ,m ( i2 K m , i2 Lm ) (18)
Assumption 1. Assume that production functions of suppliers,
factories, Distribution Centers and customers are CobbDuglas
production functions as follows:
G R ,n ( K n , Ln ) An K Ln , G F , j ( K j , L j ) A j K j L j ,
n
n n j j
m 1,2,..., m,..., M .
Assumption 2. Assume that the problem of maximization is
considered with respect to the following variables:
{K n }, {Ln }, {K j }, {L j }, {K z }, {L z }, {K m }, {Lm } n 1,2,..., n,..., N , j 1,2,..., j ,..., J ,
z 1,2,..., z ,..., Z , m 1,2,..., m,..., M .
Thus, we received NonLinear Programming problem of
maximization (15) subject to the constraints (16)(18), which could be
solved using algorithm of solution of the Linear Programming problems.
R N
I J
w K j u L j f r ,n i , j ,r ,n G R ,n ( r K n , r Ln )
2
j
1
i
2
j
1
i Z
[( p i, j R
r 1 n 1
N I J
) i , j , z Qi , j ] +
i 1 j 1
G F , j ( i K j , i L j , i , j ,r ,n ( w1n r K n u 1n r Ln ) z 1
r 1 n 1 i 1 j 1
I Z
wz3 i K z u z3 i Lz pij ijz GF , j ( i K j , i L j , i , j ,r ,n (w1n r K n u 1n Ln )
[(c
j 1
)( i ,m, z Ci , z )]
GDC, z ( i K z , i Lz )
i,z
i 1 z 1
+
J
I Z
wz3 i Kz uz3 i Lz pijijzGF, j ( i K j , i Lj )
[(e
j 1
)( i,m, z Ci, z )]+
GDC,z ( i Kz , i Lz )
i, z
i 1 z 1
R N
1 ( fr,n (i, j,r,nGR,n (r,nKn,r,nL ) GF, j (i Kj , i Lj ))
r 1 n1 (20)
J
+ 2 ( p i , j ( i , j , z G F ,, j ( i K j , i L j ) _ G DC , z ( i K z , i L z ))
j 1
I Z
3 { [(ci , z vi , z )( i ,m, z GDC , z ( i K z , i Lz )] +
i 1 z 1
I Z
ATTSTBA
process
Teritorijas kapitla izaugsme
SASNIEGANA produktivitte
REZULTTS Teritorijas attsttba
1.attls. Attstba k process un k rezultts
(autores izveidots, pamatojoties uz Boroenko V. (2.))
Analizjot 1.attlu, var secint, ka attsttba ir grti iedomjama
bez izaugsmes, bet izaugsme ir iespjama bez attsttbas. Lai gan
attsttba ir praktiski neiespjama bez izaugsmes, tomr t ir iespjama
bez ienkumu palielinans uz vienu iedzvotju. Lai spriestu par
attsttbu, ir jbt uzlabotiem dzves standartiem un labkljbai, kad
ienkumu pieaugums uz vienu iedzvotju ir pietiekams nosacjums
indivdu labkljbas paaugstinanai tas ir nepiecieams apstklis k
sasniegt labkljbu bez radikliem institucionliem jauninjumiem (14.).
Ekonomisti D.Gol (Goulet D.) un A.Sens argument, ka attstbas
ekonomika nozm daudz vairk, nek tikai vidjo ienkumu uz vienu
iedzvotju lmea celans analzi. Attstbas jdziens paredz, ka ar to
tiek saprastas visas ekonomisks un socils vrtbas, pc kurm tiecas
valsts ne tikai vienkra materil attstba un progress, bet pai
cilvku un ncijas paciea un brvba (6.;13.).
Gol plao jdzienu attstba skaidro un pamato ar trim pamata
komponentm, kuras vi defin k dzvbas uzturana (life
sustenance), paciea (selfesteem) un brvba (freedom) (6.).
Dzvbas uzturana (lifesustenance): s jdziens ir saistts ar
pamatvajadzbu nodroinanu. Attstbas atkarbu no pamatvajadzbu
nodroinanas definja Pasaules Banka 1970.g. Valsti nevar uzskatt par
pilngi attsttu, ja t nevar nodroint visiem saviem iedzvotjiem tdas
pamatvajadzbas, k pajumti, aprbu, prtiku un minimli nepiecieamo
izgltbu. Attstbas galvenais mris ir vienlaicgi pacelt cilvkus no
skotnjs nabadzbas un apmierint viu pamatvajadzbas.
Paciea (selfesteem): s jdziens ir saistts ar parespektanu
un neatkarbu. Valsti nevar uzskatt par pilngi attsttu, ja t tiek
ekspluatta un ja t nav spcga un ietekmga attiecbu uzturanai uz
koeficients 0.887
Cilvku
veselba
Cilvku apmierintba ar
dzvi Brnu
mirstba
Augstkajs izgltbas
iestds uzemto 0,769
cilvku skaits
Cilvku izgltba
3.attls. Spcgas korelcijas saistbas starp modea rdtjiem
(autores izveidots)
Socilo zintu urnls Nr. 1(4) 227
Prjs korelcijas analz iegts saistbas starp teritorijas
attstbas modea rdtjiem ir vidji spcgas, vji spcgas vai
nenozmgas. Raksta noteikt apjoma d autore s korelcijas
neapskats.
Tomr, emot vr, ka ptjum izvirzt hipotze paredz apskatt
subjektvo modea rdtju atkarbu no valsts ienkumu lmea, autore
apskats rdtja Cilvku gargums indikatora Laimes indekss sasaisti
ar rdtja Cilvku materil labkljba indikatoru IKP uz vienu
iedzvotju, kas aprints pc pirktspjas parittes. Analz ir
konstatts, ka starp iem diviem indikatoriem ir vj statistiski nozmgs
korelcijas koeficients 0,488**. Tas tiek pamatots ar to, ka cilvku laimes
sajta ir vairk atkarga no gargm dzves vrtbm, un k rda ptjumi,
ar nabadzgajs valsts cilvki jtas saldzinoi laimgi, pat ja viiem
piln apmr nav nodrointa piencga izgltba vai veselbas aprpe
(19.).
Apskatot korelcijas cieumu starp abiem modea subjektvajiem
indikatoriem cilvku apmierintbas ar dzvi koeficients un Laimes
indekss, ir novrota vja statistiski nozmga korelcija ar koeficientu
0,497**. K jau tika mints augstk, cilvku apmierintba ar dzvi spcgi
korel ar cilvku materilo labkljbu. Turpret, laimes sajtu vairk
nosaka sabiedrbas solidaritte, reliiozitte un nacionlais lepnums.
Reliiozitte nodroina paredzambas un drobas sajtu, pai valsts ar
nestabilu ekonomiku. Laimes sajta atspoguo ne tikai cilvku objektvo
pieredzi, bet ar to, k cilvki novrt o pieredzi savas dzves vrtbu un
reliiozu ideoloisku prliecbu ietekm. ie divi rdtji sav starp
nenozmgi, bet tomr korel (19.).
Secinjumi un prieklikumi
Apkopojot ptjuma rezulttus, var secint, ka rakst izvirzt
hipotze ir pierdta daji. Tds jaunizveidot teritorijas attstbas
mranas metodoloisk modea rdtja Cilvku apmierintba ar
dzvi subjektvs indikators cilvku apmierintbas ar dzvi koeficients
ciei korel ar cilvku materilo labkljbu, turpretim, rdtja Cilvku
gargums indikatoram Laimes indekss ir vja sasaiste ar cilvku
materilo stvokli. K liecina pasaul ldz im veiktie zintniskie ptjumi,
cilvku laimes sajta tomr ir atkarga no materilm vrtbm, bet ne tik
liel mr, k cilvku apmierintba ar dzvi. Rezultti ir oti atkargi no
aptauj pielietots metodikas, uzdodot jautjumus tiei par cilvku
laimes sajtas uztveranu, k ar no t, ko ptnieki saprot ar terminu
laime, vai is jdziens ir atdalts no apmierintbas ar dzvi, vai tomr ir
ts aizstjjs.
Figure 1. Balanced Scorecard Perspectives (2.)
Financial Perspective focuses on the measures of other three
perspectives. By analyzing this perspective, the companys sales growth
can be determined, new product, customer, market, and pricing strategy
impact on sales can be analyzed. Cost reduction, productivity
improvement, as well as investment strategy analysis can be performed.
Customer Relationship Perspective measures should be tailored to
the companys customers who generate the greatest sales growth and are
the most profitable ones, which is the indicator of new customers.
Customer satisfaction, retention, customer database can be analyzed.
Customer loyalty, relationship, product or service attributes, companys
reputation and image are important.
Internal Business perspective is responsible for defining the
processes that are the most relevant in achieving the customer and the
shareholder objectives. There can be analyzed the companys process
value chain as well as the processes that create the value for customers
and result in financial outcomes.
Innovation and Learning Growth Perspective links the companys
objectives and measures the companys learning and growth. Here the
238 Latgales Tautsaimniecbas ptjumi
crucial aspects for analyzing are employees contribution to the company,
employees satisfaction, retention, productivity, hiring, experience,
education level, corporate culture, employees learning possibilities,
companys information system capabilities, and motivation.
According to the balanced scorecard, in order to manage the
companys strategy, indicators reflected in Table 1 can be used.
Table 1.
Balanced Scorecard Indicators (2), (3)
Financial Perspective Internal Business Perspective
Net turnover Digitalization level in %
Production costs The average decisionmaking
Direct and indirect expenses duration in days
Amount of interest payable Average Debt Settlement Period in
Equity and borrowed capital weight days
and price for use in % Companys provisions with
The amount of taxes paid inventory in days
Total asset value
Fixed asset profitability in %
Invested capital profitability in %
Customer Relationship Perspective Staff training and development
Market share in % Employee turnover
The division of companys customers The average employee length of
in accordance with ABC method in % service in years
Customer satisfaction index in % Employee satisfaction index in %
Price level change Registered patent, received license
Amount of lost customers amount
Investments in new market
development
By measuring the abovementioned indicators, the company can
detect its advantages and disadvantages for further improvements of
competitiveness. For shareholders it will allow to control and improve
the companys value increasing, for management to optimize the daily
processes and decisionmaking for future activities.
Analysis of Latvian Health Care Industry
Investment in health care is crucial to successful development of
modern societies and to their political, social and economic progress
(17). Through measuring financial, human and technical resources, the
healthcare providers can combine these data with managerial choices, it
is possible to assess and measure the performance of healthcare
providers and the whole system (10). M. E. Porter and E. O. Teisberg have
shown that the value based competition in health care industry has a
Socilo zintu urnls Nr. 1(4) 239
significant impact, because it improves the value to customers, the
quality in relation to price level (6). In health care system the trend of
costs is increasing, due to ageing population and development of new
treatments. Governments are trying to cope with this by improving the
procedures in health care, but not the real outcomes (15).
The recent findings show that there is need of change in the
frameworks of health care policy despite the fact that health level is
improving globally; there still are relevant inequalities between the
regions. This is indicative of incompleteness in the health care systems
and inefficient use of the available resources and knowledge. The health
care system ought to be adjusted to the changing environment, the
increasing uncertainty, the social and demographic factors, as well as to
changes in the value system.
Health systems in the European countries are of growing size and
complexity, and spending on health care has never been higher,
consuming an everincreasing share of national income (14). According
to the Global Competitiveness index 20112012, based on its 4th pillar
Health and Primary education directly by infant mortality, deaths / 1,000
live births, Latvia is ranked as 43th among 142 economies, but according
to life expectancy Latvia is ranked as 73th (16). These figures indicate the
necessity of improvements in health care. The Euro Health Consumer
index 2009 divides the assessment measures in 6 subdisciplines:
patients rights and information, eHealth, waiting times for treatments,
treatment outcomes, range and reach of services provided, and
pharmaceuticals. Based on this index, according to special indicators in
each category, Latvia is ranked as the 31st among 33 countries (13).
The development stage of Latvian health care system falls behind
the average development of health care systems in the Baltic States and
the European Union. The growth rate is slow in the industry and health
care service availability is not provided in the highest quality. The gross
value added of Latvian health care in the period from 2007 to 2009 had
the tendency to increase, but in 2010 it decreased by 9 percentage points,
which is reflected in Figure 2.
2,76%
2,80%
2,70%
2,60%
2,50%
2,40%
2006 2007 2008 2009 2010
200
100
0
2006 2007 2008 2009 2010 2011 2012
Year
Figure 3. Latvian State Health Care Budget from the Year 20062012, in million
Ls (12)
The basic indicators of health care in Latvia are reflected in Table 2.
Figure 4. The Concept for Health Care Company Competitiveness Improvement
Possibilities (18)
Conclusions and Proposals
The main conclusions and recommendations are as follows:
1. A global trend indicates that there is a change needed in the health
care systems by refocusing emphasis on the value for patients,
1000
800
600
400
200
0
2005 2006 2007 2008 2009 2010
Estonia Latvia Lithuania
Trendline Lithuania Trendline Estonia Trendline Latvia
Figure 1. The trend of number (1000) of tourists in
the Baltic States, 20052010
(authors calculations based on data from (12))
9 significance level or critical probability value
2
900 R Lithuania = 0.7317
700
500
300
100
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Estonia Latvia Lithuania
Trendline Latvia Trendline Estonia Trendline Lithuan
Figure 2. The trends of nights (1000) spent in hotels and similar
establishments in the Baltic States, 19992010
(authors calculations based on data from (12))
Comparing changes in the number of holiday trips between 2010
and 2011 in all the Baltic States (Tab. 2), we can conclude that in 2011,
two Baltic States (Latvia and Lithuania), apart from Estonia, show
positive trend of all holiday trips (domestic and outbound) conversely
the EU average trend.
12
8
10
8 6
6
4
4
2
2
0 0
2004 2005 2006 2007 2008 2009
Figure 3. The trend of share (per cent) of inbound tourists expenditures in the
export of goods and services and of share (per cent) of outbound tourists
expenditures in the import of goods and services in Latvia, 20042009
(authors calculations based on data from (3))
Accessing the trends of important indicators: average daily
expenditure per traveller (lats) and average length of trip (visitor nights)
during the period from 2004 to 2010 in Latvia, the results show two
opposite trends (Fig. 4). The trend of average length of trip of foreign
tourists in Latvia is negative. The period of tourists staying decrease
substantially r = 0.96, < 0.01. On the other hand, average daily
expenditure in lats of foreign tourists has increased significantly
r = 0.97, < 0.01.
1.2
1 40
0.8 30
0.6
20
0.4
0.2 10
0 0
2004 2005 2006 2007 2008 2009 2010
Average length of trip, visitor nights
Average daily expenditure per traveller, lats
Trendline of daily expenditure
Trendline of lenght of trip
Figure 4. The trends of average daily expenditure per traveller (lats) and
average length of trip in Latvia, 20042010
(authors calculations based on data from (3))
The results of estimation of dynamics or trend of total number of
foreign or overseas travellers or tourists and total expenditure in Latvia
(20042010) show that both indicators have increased (Fig. 5). The
number of tourists has increased, although not significantly, r = 0.78,
> 0.05. The total amount of expenditures of travellers has increased
significantly r = 0.84, < 0.05.
y = 313.71x + 3309.9 y = 36.471x + 142.3
2 2
6000 R number = 0.6057 R expend.= 0.7101 450
400
Number of travelers
5000
350
Expenditure
4000 300
250
3000
200
2000 150
100
1000
50
0 0
2004 2005 2006 2007 2008 2009 2010
Number of travelers, 1000 Total expenditure, mln lats
Trendline of expenditure Trendline of number
Figure 5. The trend of total number of foreign travellers (1000) and
expenditure (million lats) of foreign tourists in Latvia, 20042010
(authors calculations based on data from (3))
25
20
Per cent
15
10
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Other
Hotels, resort
accommodation
hotels and motels
establishments
81%
11%
Figure 8. The type of accommodation of foreign tourists in Latvia, 2010
(authors calculations based on data from (3))
It is important to note that accommodation of tourists (travellers)
in the public or collective places of overnight staying has a positive effect
on the national and local economy because of the received payments and
conjoint taxes. However, this positive trend or development adversely
90
80
70
Per cent
60
50
40
30
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Quality of services Commodity price/quality adequacy
Responsiveness of people Cleanliness of towns
Language skills of the locals
Figure 9. Results of evaluation by foreign travellers of some aspects (per cent)
of a trip to Latvia, 19992010
(authors calculations based on data from (3)).
However, some important indicators as cleanliness of towns and
responsiveness of people, assessed by tourists, still are showing no
positive changes or improvements. Moreover, responsiveness of people
has decreased by 13.7 per cent points, comparing data between 2001 and
2010. Similar results are observed, when comparing cleanliness of towns
rating by tourists between 2001 and 2010, where decreasing achieves
2.attls. Darba samaksas (bruto un neto) dinamika Latvij 2000. 2010.g.,
latos. (autoru sastdts, (20.))
Kopum darba samaksa 12 gadu period (2000.2011.g.) pieauga ~
3 reizes.
4.attls. Bruto darba samaksas dinamika
sabiedriskaj un privtaj sektor 2000.2010.g. Latvij, latos.
(autoru sastdts, (20.))
Latvij ilgstoi ir novrojama btiska atirba starp darba
samaksas lmeni sabiedriskaj un privtaj sektor (4.att.). Turklt, kop
2002.g, atirba ar katru gadu pieauga, sasniedzot maksimumu
2007.g., kad privt sektora vidj darba samaksa sastdja tikai 76 % no
sabiedrisk sektora darba samaksas. Skot ar 2009.g. s atirbas
samazins un 2010.g. privt sektora vidj darba samaksa sastdja 91
% no sabiedrisk sektora darba samaksas.
Reions, t attstbas lmenis, ekonomiskais potencils, vsturisks,
etnisks un eogrfisks patnbas rada ietekmi uz aj reion
nodarbinto darba samaksas lmeni. Darba samaksas izmaiu tendences
pa reioniem (5.att.) seu gadu period uzskatmi parda, ka reionos
kopum reducjas visprj ietekme, piemram, 2008.g. visos reionos,
tpat k valst kopum, bija augstk darba samaksa.
60
50
40
30
20
10
0
.1
, ,
, ,
, ,
.
,
. ,
.
.
,
,
, .
,
,
.
,
, ,
, , ,
12 V varicijas koeficients.
1.attls. Latgalieu valodas lietoanas (latgvalliet) pievilcba tristu un viesu
skatjum atkarb no viu vecuma (count skaits).
Avots: autores veikts aptaujas dati (14.).
Latgalieu valodas lietojums pilst (1. att.) nav btisks gados
jaunkiem tristiem, toties vidj grup vecum no 2545 gadiem
ieguva augstu vrtjumu. Gados veckie pilstas apmekltji latgalieu
valodas lietoanu nevrt k pau pievilcbu Latgales pilst.
2.attls. Latgalieu tradciju (latgtradic) pievilcba tristu un viesu skatjum
atkarb no tristu vecuma (count skaits).
Avots: autores veikts aptaujas dati (14.).
3.attls. Latgalieu viesmlbas pievilcba tristu un viesu skatjum atkarb no
tristu vecuma (count skaits).
Avots: autores veikts aptaujas dati (14.).
Latgalieu viesmlba pilst (3. att.) viss vecuma grups novrtta
visaugstk. Ttad t ir btiska pilstas pievilcba.
4.attls. Latgalieu viesmlbas pievilcba tristu un pilstas viesu skatjum
atkarb no tristu mtnes reiona (count skaits).
Avots: autores veikts aptaujas dati (14.).
5.attls. Latgalieu tradcijas (latgtradic)pievilcba tristu un viesu skatjum
atkarb no tristu mtnes reiona (count skaits).
Avots: autores veikts aptaujas dati (14.) .
Visu Latvijas reionu tristi, kuri iepazins ar latgalieu tradcijm
ceojuma laik (5. att.), ts augstu novrtja. Tikai pa Latgal tm bija
vidjs vrtjums.
6.attls. Latgalieu valodas (latgvalliet) pievilcba tristu un viesu skatjum
atkarb no tristu mtnes reiona (count skaits).
Avots: autores veikts aptaujas dati (14.).
7.attls. Latgalieu valodas (latgvalliet) pievilcba tristu un pilstas viesu
skatjum atkarb no apmekljuma mra veikt kultrvsturisko objektu
apskati (count skaits).
Avots: autores veikts aptaujas dati (14.)
Aptaujas anket k viens no apmekljuma mriem tika uzrdta
kultrvsturisko objektu apskate. Tristi, kas ieraduies Rzekn
apskatt kultrvsturiskos objektus, latgalieu valodu prsvar
neizmantoja. Latgalieu valodas pievilcbu augstu vrtja tikai 21 %
respondentu, tikpat daudz 21 % to novrtja k nebtisku. 27% tristu,
kas bija ieraduies pilst ar citu mri, latgalieu tradcijas novrtja
augsti vai nebtiski, vidji augstu pievilcbu saskatja 22% (7. att.).
56% tristu, kas ieraduies Rzekn apskatt kultrvsturiskos
objektus, latgalieu viesmlbu novrtja augstu, 28% vidji. Tristi, kas
ieraduies pilst ar citu mri, latgalieu viesmlbu novrtja k augstu
vai vidji augstu pievilcbu (8. att.).
9.attls. Latgalieu tradciju (latgtradic) pievilcba tristu un pilstas viesu
skatjum atkarb no apmekljuma mra veikt kultrvsturisko objektu
apskati (count skaits).
Avots: autores veikts aptaujas dati (14.).
31% tristu, kas ieraduies Rzekn apskatt kultrvsturiskos
objektus, latgalieu tradcijas novrtja augstu, 25% ts neizmantoja.
a (9.) b (7.) c (13.)
2. attls. Komercili pieejamie viedaprbi ar integrtu elektroniku
3. attls. Viedtekstilija velobraucja josta
(autors: Marianna Grecka, 2011)
4. attls. Sua mteltis ar diodm
(autors: Kristne Brzia, 2011)
Mode un dizains veids, kas var paldzt padart cilvku
interesantku un likt apkrtjiem sev pievrst uzmanbu. du
izstrdjumu pamatuzdevums gan nav veikt saretas interaktvas
funkcijas, bet pievrst vizulu uzmanbu un radt esttisku baudjumu.
5.att. redzama kleita ar trpa priekda integrtm 20 diodm; sistma
iesldzama, izmantojot kabat integrtu furnitras spiedpogu. Savukrt
6.att. pardts trpa aksesurs ar acs form izvietotm diodm, kas kalpo
gan vizula efekta radanai, gan drobai uz ielas diennakts tumaj
laik; elektrisk de iesldzas, somu aizdarot ar furnitru magntu.
6. attls. Dekoratva soma ar diodm
(autors: Jevgnija Burilova, 2010)
Komunikciju un informciju prstv rbs ar trp integrtu,
elektrovadoo sistmu un diou displeju, kas attlo 9 latvju rakstu zmes
(displejs novietots apkakl (7.att.)). Trpa funkcija izpauas spj
informt apkrtjos par piederbu pie kdas grupas: etnisks, intereu
u.tml. vai ar var kalpot k dizaina elements. ds izstrdjums pau
veidu k apvienot tautas kultras vrtbas ar inovatviem zintnes
sasniegumiem. Displejs ir programmjams, ldz ar to var veikt ar cita
veida informjou funkciju, piemram, reklamt prezmes, rdt raksttu
informciju vai ar, sistmai pievienojot temperatras sensoru, displejs
var informt par gaisa temperatru. Tomr trpa unikalitte slpjas
paas sistmas iestrd: lai pievienotu drnai elektrovadoo sistmu, ir
izmantotas tikai tekstiltehnoloijas: ana (sistma savienota ar
elektrovadoiem pavedieniem) un furnitras iestrde; nav izmantoti
elektrbas vadi un nav veikta detau savienoana ar lodanas paldzbu.
Rakstu veidu prslganai kalpo pilnb no tekstilmaterila izgatavots
7. attls. Trps ar integrtu elektrovadou sistmu un diou displeju
(autors: Madara Pce, 2012)
Izgatavoana un materilu izmaksas
obrd pasaul ir maz uzmumu, kas rao komercili pieejamas
viedtekstilijas ar integrtu elektroniku. Lielk daa du izstrdjumu
ieceres vl ir ptjumu stadij, jo elektronikas un drnas savienoana un
piemroana patrtja rtbm un lietoanas kvalittes prasbm ir
problemtiska, bet raoana vartu notikt vienas nozares ietvaros
(visticamk tekstilnozares).
The current situation, when surveyors are employees is shown in
Option 1.
Option 2:
The calculations prove that Option 2 is favorable, since the salary is
substantially higher. This is the most important argument why surveyors
must reorganize to be microentrepreneurs as soon as possible.
Figure 1. Costs in both options per annum in the enterprise X (10.)
The current cash flow is positive, but it is mainly due to two
aspects, very low wages and great deals with corporate clients. However,
the main issue is the high costs. Figure 1 shows how Option 2 decreases
the costs and enables the surveying department to work more effectively,
thus the balance will increase.
2. Analysis
2.1. Motivation
It is important to motivate the surveyors in both financial and non
financial ways. Approximately 70% of the surveyors that would agree to
this change will have a much greater opportunity, but the change will
also mean that they will be independent now, able to make their own
decisions. Thus, the number of clients and their salary would be
dependent on how they work, in fact their salary could easily double as
shown in the financial analysis. Moreover, they will still be able work
with corporate deals, which would not be possible if they would work
individually. 30% of them consider changes needed, as the wages are too
low. This is the main reason why at least these 30% will be motivated
enough to work. Moreover, a less important change is that the
reorganization gives to the surveyors an opportunity to build their own
team to satisfy their social needs, which is now an issue. However, the
main opportunity that comes with the reorganization is for them to fulfill
their esteem and even selfactualization needs, which many of them hope
for. On the other hand, some of the employees will not be able to cope
with the changes, even their physiological needs could be endangered.
Moreover, those who were enjoying the benefits of being an employee
Management
Manpower
Figure 3. Fishbone diagram
2.3 Financial analysis
2.3.1. Costs and revenues per surveyor
The current situation in Option 1 does not show losses, since the
revenues exceed the costs. However, this is mainly due to the large
corporate client deals with Lattelecom, Latvenergo and Latvijas
Valsts Mezi, which account for more than 80% (9), more than 10 million
EUR are scheduled for surveying services in the budget. Another positive
aspect is the ongoing land reform (large territories should be surveyed in
order to divide them into the new regions), which has increased the
surveying market to approximately EUR 15 million annually till 2014,
when it will end and the market will be worth EUR 3 million and the
corporate deal values will decrease. This way of organization cannot
create sustainable profitability, due to the loss of individual client market.
In the short run it is working well, but the long run will show that costs
are too high as the market will decrease five times. Until the end of land
reform in 2014 and the end of large contracts, the enterprise X must
30
25
20
15
10
5
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
1.attls. Latvijas Centrlaj Depozitrij reistrts akciju un korporatvo
parda vrtspapru emisijas no 2000. ldz 2011.g. (7.)
3.attls. Bir NASDAQ OMX biras sarakstos iekauto vrtspapru skaits
no 2000. ldz 2011.g. (11.)
K redzams (3.att.), biras sarakstos iekauto akciju skaits ptmaj
period ir samazinjies uz pusi no 63 ldz 32 akcijm, savukrt parda
vrtspapru skaits ir nestabils un svrsts no 16 ldz 75 vrtspapru
robes ptmaj laika period. Biras sarakstos ir iekautas ar
ieguldjumu apliecbas, bet ts nav ptjuma objekts, tpc tlk netiks
analiztas.
Vrtspapru skaits nav liels, ja to saldzina ar pasaules vadoajm
birm, kur tas mrms tkstoos, tomr, ja visi ie vrtspapri btu
4.attls. Noslgto darjumu skaits bir NASDAQ OMX Rga
2000. ldz 2011.g. (15.)
K viens no tirdzniecbu raksturojoiem rdtjiem ir noslgto
darjumu skaits bir. Visvairk darjumu ar akcijm tika reistrti
2005.g., kad to skaits sasniedza 38 tkstous, savukrt vismazk noslgto
darjumu bija 2001.un 2002.g., kad darjumu skaits tikai nedaudz
prsniedza 10 tkstous. Pdjo gadu laik darjumu skaits bija samr
stabils, svrstoties 20 tkstou robes. Savukrt parda vrtspapru
tirg darjumu skaits nekad nav bijis liels, jo maksimlais darjumu skaits
tika sasniegts 2003.g., kad tie bija 1560 darjumi. Vairkos gados
darjumu skaits pat neprsniedz 100 darjumus gad. Darjumi ar akcijm
un parda vrtspapriem tiek reistrti ar rpusbiras tirg, tomr
pdjos gados to skaits nav liels neprsniedz daus tkstous darjumu
gad. Ir jsecina, ka ar cits neliels birs Eirop situcija ir analoga, jo
darjumu skaits akciju un parda vrtspapru tirgos ir ldzgs k Latvij.
5. attls. Apgrozjums akciju un parda vrtspapru tirg bir NASDAQ OMX
Rga no 2000.2011.g., milj. LVL (15.)
Laik no 2000.ldz 2011.g. akciju tirgus apgrozjums samazinjs
no 137 miljoniem ldz 26 miljoniem latu jeb par 81%. Ptm perioda
skum liels apgrozjums bija atseviu emitentu akcijm, k, piemram
Latvijas gze, Latvijas kuniecba, Ventspils nafta, sasniedzot pat
vairku desmitu miljonu latu apgrozjumu gada laik. Savukrt pdjos
gados akciju tirgus kopjais apgrozjums nav prsniedzis 26 miljonus latu
gad. Tomr jem vr ar fakts, ka to lielk mra ir ietekmjis cenu
samazinjums, nevis tirgoto vrtspapru skaits, jo k zinms, tad 2008.un
2009.g. vrtspapru tirgos vis pasaul cenas ievrojami samazinjs.
Lai ar kaimivalstu tirgos attstbas vsture ir ldzga, tomr
apgrozjuma samazinjums nav tik dramatisks, jo Igaunijas tirg analog
laika period tirdzniecbas apgrozjums bir samazinjs tikai par 32%,
no 195 ldz 132 miljoniem latu, bet Lietuvas vrtspapru tirg, kur
apgrozjums 2011.g. sastdja 124 miljonus latu, tas ir pat lielks nek
2000.g. (15.).
Parda vrtspapru tirgus apgrozjums bir ir samazinjies no 387
miljoniem latu 2000.g. ldz nepilnam miljonam 2011.g., pie kam 2001.g.
tas bija pat 424 miljoni latu. Ldzga situcija ir Igaunijas tirg, kur
2011.g. vispr nav fiksts parda vrtspapru apgrozjums bir, bet
nedaudz labka situcija ir Lietuv, kur 2000.g. apgrozjums bija 144
miljoni latu, bet 2011.g. 59 miljoni latu, jeb 59% no 2000.g. lmea (15.).
Kopjais tirdzniecbas apgrozjums bir akcijm un parda
vrtspapriem 2011.g. sasniedza tikai 27 miljonus latu, kas pasaules
vrtspapru tirgus rdtju kontekst ir oti vj rdtjs, pat saldzinot ar
6.attls. Tirgoto vrtspapru skaits NASDAQ OMX Rga bir no
2000. ldz 2011.g., milj. (15.)
Tirgoto vrtspapru skaits akciju tirg ptmaj period svrsts
no 13 ldz 178 miljoniem vrtspapru gad, tomr laik no 2005.g. ldz
2011.g. tas nav bijis lielks par 37 miljoniem akciju gad. Lielk daa
tirgoto akciju attiecas uz 5 emitentiem, jo tikai o emitentu akcijm
tirgoto vrtspapru skaits prsniedz 1 miljonu gada laik, pie kam
Latvijas kuniecbas akcijas sastda vairk nek pusi no vism
tirgotajm akcijm 2011.g. Ldzga situcija ir ar citos ptm perioda
gados, kad tikai dau emitentu akcijas tiek tirgotas vairk nek 1 miljons
akciju gad. Jem vr, ka ar 1 miljons tirgoto akciju nav daudz, jo
pasaules lielkos tirgos tds tirgoto vrtspapru skaits nav retums pat 1
dienas laik.
7.attls. Tirgus kapitalizcija NASDAQ OMX Rga no
2000. ldz 2011.g., milj. LVL (13.)
Akciju tirgus kapitalizcijas rdtjs augstko lmeni sasniedza laika
period no 2005.g. ldz 2007.g., kad strauji pieauga akciju cenas. Tomr
krzes ietekm kapitalizcijas rdtjs samazinjs un 2011.g. sastdja
40% no t maksimls vrtbas. Kapitalizcijas rdtja dinamika atbilst
tendencm pasaul, tomr kapitalizcijas rdtjs absolt izteiksm ir
neliels, jo pasaules praks par mazas kapitalizcijas uzmumu atzst
tdu, kam kapitalizcija ir zem 2 miljardiem ASV dolru. Jatzm, ka
Eiropas biras, kuras iepriek tika mintas k ldzgas darjumu skaita vai
vrtspapru skaita zi, uzrda daudz augstkus kapitalizcijas rdtjus.
Piemram, ubanas bir 2010.g. kapitalizcija sasniedza 4896 milj. latu,
bet rijas bir pat 31499 milj. latu (19.).
Veicot vrtspapru tirgus analzi Latvij, k skotnj, t otrreizj
tirg, tika secints, ka laik no 2000.g. vrtspapru tirg kopum nav
novrojamas pozitvas attstbas tendences. Vairku rdtju dinamika ir
ldzga ar kaimivalstu tirgos. Tomr ir ar statistikas rdtji, kas nav
2,6 2,55
2,51
2,5
2,4
Eksperts Nr. 1 Eksperts Nr. 2 Eksperts Nr. 3 Eksperts Nr. 4 Eksperts Nr. 5
Figure 1. Average evaluation of the headline made by each expert
(authors research results)
60%
50%
40%
30%
20%
10%
0%
0 1 2 3 4 5
Eksperts Nr. 1 Eksperts Nr. 2 Eksperts Nr. 3 Eksperts Nr. 4 Eksperts Nr. 5
Figure 2. Evaluation of the headline (proportion of grades)
(authors research results)
Basic text
A basic text it is a logical continuation of the headline. Its basic
task is to turn the readers attracted attention into the interest about the
advertised product, as well as motivate to perform an action. In order to
do that it is necessary not only to specify the needs of the potential
2,8
2,74
2,71
2,7
2,6
2,5
Nr. 1 Nr. 2 Nr. 3 Nr. 4 Nr. 5
Figure 3. Average evaluation of the basic text made by each expert
(authors research results)
50%
40%
30%
20%
10%
0%
0 1 2 3 4 5
Eksperts Nr. 1 Eksperts Nr. 2 Eksperts Nr. 3 Eksperts Nr. 4 Eksperts Nr. 5
Figure 4. Evaluation of the basic text (proportion of grades)
(authors research results)
Slogan
A slogan it is a laconic, easily recognizable phrase providing the
essence of the advertisement. The slogan briefly and concisely formulates
the essence of the offer and plays an important role in the advertisement.
The slogan should demonstrate a benefit of the customer. Slogans are
often used to show a position of the company. In general, slogans may be
divided into three groups:
related. Include a name of the product. The name and slogan of
the product are not separable.
attracted. Related to the name of the product both by rhythm,
and phonetics. Namely, a slogan may be used without the name
of the product but in such a case, a slogan will not be so
understandable.
independent. These slogans are created without the name of the
product. The drawback of these slogans is the fact that it is
often complicated to connect or associate them with the
product. (1; 7).
In the framework of this research, the experts evaluated slogans
according to a 5grade Likert scale, where 1 meant that a slogan was
totally unsatisfactory (did not express the essence of the offer, did not
specify the benefit of the customer, nor showed the position) and 5
very satisfactory. 0 meant that there was no slogan in the
advertisement. The analysis of slogan evaluations demonstrates that all
experts evaluated them a little above the average, namely, above 3 grades
(Figure 5). The lowest evaluation is made by expert No.5 (Inorek&Grey)
and it is 3.07 grades. The highest evaluation is made by expert No.3
(JWT) and it is 3.74 grades. However, Figure 6 shows the proportion of
the advertisements without a slogan pursuant to the experts evaluations.
Socilo zintu urnls Nr. 1(4) 377
On average, 87.4% of SMEs neither take the advantages of a slogan nor
try to show the position of the company or benefit of the customer briefly
and concisely. Undoubtedly, it is a great mistake.
4 3,74
3,2 3,09 3,18 3,07
3
0
Nr. 1 Nr. 2 Nr. 3 Nr. 4 Nr. 5
Figure 5. Average evaluation of the slogan made by each expert
(authors research results)
100%
80%
60%
40%
20%
0%
0 1 2 3 4 5
Eksperts Nr. 1 Eksperts Nr. 2 Eksperts Nr. 3 Eksperts Nr. 4 Eksperts Nr. 5
Figure 6. Evaluation of the slogan (proportion of grades)
(authors research results)
Visual layout
An advertisement is not imaginable without a visual layout which
includes an illustration, logo of the company, graphic headline and other
parts of the text, as well as some other additional components (frames,
bullets, etc.).
The key function of the visual layout is to attract the attention of
readers. Moreover, there are also other functions, such as:
indicatory. The existing visual objects tell about the content of
the advertisement, specify the subject of the advertisement, its
2,9 2,87
2,85
2,8
2,75
Nr.1 Nr.2 Nr.3 Nr.4 Nr.5
Figure 7. Average evaluation of the visual layout made by each expert
(authors research results)
60%
40%
20%
0%
1 2 3 4 5
Eksperts Nr. 1 Eksperts Nr. 2 Eksperts Nr. 3 Eksperts Nr. 4 Eksperts Nr. 5
Figure 8. Evaluation of the visual layout (proportion of grades)
(authors research results)
Logo
A logo is the original image of full or abbreviated name of the
organization or product. A logo is one of the most important components
of the corporate image of the enterprise. It serves to identify the
enterprise in the market, as well as to distinguish products of different
enterprises. A correctly made logo must be:
easily remaining in ones memory,
original,
associative,
expressive,
functional,
laconic.
In consumers opinion, the existence of a logo serves as a quality
guarantee of the product. The products without a logo are called as
noname. Three types of logos are most often mentioned in the
literature:
original graphic image of the name,
a symbol of the enterprise. Type image,
a block of the enterprise. Combination of the name and image.
A logo should perform the following 6 main functions:
actual,
expressive,
referential,
impressive,
poetic,
metalinguistic. (1.; 6.)
80%
60%
40%
20%
0%
Td veid W.A.Niskanens matemtiski pamato optimlo biroja
sniegto pakalpojumu daudzumu un tam atbilstoos pieirtos budeta
ldzekus un rels biroja darbbas izmaksas. Bet, juzsver, ka ekonomists
k vislabvlgkos ir piemis dus nosacjumus: a= 100, b=1, c=75,
d=0.3, un k btiskko izvirzjis parametru a.
Ptjuma eksperimentlaj da praktiski tika prbaudts
W.A.Niskanena klasisk biroja darbbas ldzsvara stvoka nosacjums pie
dadm parametra a vrtbm un izskaitota optiml vrtba, kura
norda uz efektvu iestdes darbbu, tas ir, kad tiek nodroints
maksimlais labums iestdes pakalpojumu patrtjiem. Tas ir saistts ar
iestdes kopj budeta un galjo izmaksu maksimlo starpbu (B C).
2. W.A.Niskanena modea praktisk pielietojuma
programmrealizcija
W.A.Niskanena pamatot biroja darbbas klasisk modea
ilustrcijai tika izstrdts programmnodroinjums Matlab vid.
Programmvides realizcijai tika izmantota programmanas valoda
Matlab (www.mathworks.com). Pie W.A.Niskanena pieemtajiem
nosacjumiem, ka a=100, b=1, c=75 un d=0.3, atbilstoi formulm (2), (3),
(5) tika iegtas das rdtju optimuma vrtbas: Q=124,2857,
B=4687,3469 un C=149,5714. Grafiski tas pardts 1. attl.
3. attls. Programmas darbbas rezulttu logs
Log kreisaj apakj str ir redzami skaitojumu rezultti, kas
raksturo W.A.Niskanena biroja darbbas optiml ldzsvara nosacjumus
pie skotnjm a, b, c, d vrtbm, tas ir, Q, B un C vrtbas (4. att.).
4. attls. Modea ldzsvara nosacjuma optimls vrtbas
5. attls. Modea grafisk interpretcija, pamatojoties uz W.A.Niskanena
pieemtajm parametru vrtbm
Mainot modea parametrus, piem, Parametrs d lauk ievadot
vrtbu 0,25, tiek iegti di rezultti (6. att.):
6. attls. Modea grafisk interpretcija pie nosacjuma, ka d=0,25
7. attls. Modea grafisk interpretcija pie nosacjuma, ka b=10
Tdjdi, var secint, ka ticamai W.A.Niskanena biroja darbbas
modea interpretcija ir atkarga no noteiktm skotnjo parametru a, b,
c un d vrtbu proporcionlm izmaim.
2.3. Programmas darbbas rezultti
Programmas darbbas rezultti pc katras ievades tika ierakstti
teksta datn results.txt (saturu var apskatt, piemram, ar teksta
redaktoru NotePad). Tika noteiktas skotnjs parametru vrtbas: a=
100,00 ar soli= 1; b= 1; c= 75 ar soli= 0; d= 0,30. Pie diem
nosacjumiem optiml situcija, kad starpba starp B un C ir vislielk,
tiek sasniegta, kad a vrtba ir 162,00, Q vrtba 124,29, C 149,57,
B 4687,35, un starpba BC sastda 4537,78.
3. W.A.Niskanena biroja darbbas modea praktisk
pielietojuma programmrealizcijas rezultti
1. Eksperimentli prbaudot biroja darbbas klasisk modea
ldzsvara nosacjumus ar dadm parametru a, c un to
pieaugumu b, d vrtbm, var konstatt, ka lielkaj skait
gadjumu Niskanena modelis nesasniedz ldzsvaru un attiecgi
optimls vrtbas nav iespjams izrint. Grafiski lknes tiek
konstrutas, bet ts neparda optimlo situciju (7.att.).
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