2

32

18

175




18 .. 2548 19
11 23
25 93
104 126 135
143 159
10




( 18, 2549, 5)












 33

(Planning)

 34

( , 2548, 103-105)
1.

2.



3.

4.

5.

 35

(2548, 101-102)



(Kast & Rosenzweig, 1970, p.435)


(Schermahorn, 1996, p.138)

(Stoner, 1978, p.8)

 36

 37

( , 2547, 8-10)
1.



2.



3.



4.

5.

6.

7.



 38

(, 2548, 139-141)
1.




2.





3.







 39

4.




5.




6.




7.




8.




9.




 40

10.













1
1
5


5










 41

 42

1.






4 (,
2546, 54)
1.1



1.1.1

1.1.2






 43

1.1.3

1.1.4

1.2
5 (Five forces of competition)
5


1.3





1.4




 44

2.











2.1

2.2


2.3



2.4


2.5

 45

2.6


2.7

2.8

(SWOT Analysis)
(Strength) (Weakness) (Opportunity)
(Threat)

4 (Pearce & Robinson, 1997, p.171)
1.




 46

2.

3.






4.

 47

 48

 49

 50

 51

1.

2.

 52

3.




4.

5.

 53

(,
2546, 38-42)
1.

2.










 54

 55

1.
2.
3.
4. (SWOT Analysis)
5.
6.
7.