tlacr IIl.

Oyrxuuu Ha MeHnaxMbHra Mesunxurm

JIIITEPATYPA KbM TPETA TIACT

l. Anreros, A., Ocnonrz Ha MeHr,rAxMtHra, TpaKrzr_M,
Co$ax, l99g r.
2. Aure,ror, Kuputr, Ceprefi Bofi.rr<o, ptxooo4crro
3a yupaxHeHru T{ACT qETBT'PTA
MeHr4IxM6Hr, TY-Co$r.rx, 2005
3. fauver, fI., Ocuoaa Ha MeHr,rAxMbHTa,
C. 2005 r.
4. fanver, lI., Oprauusa\uu t4 aBroMara3arlru Mpnn4xubHT HA MAPKETI,IHTA
Ha ynpaBJIeHlreTo
Marrra Hocrpo[TeJrHoro rrpeAnpr4{Tr{e,
C., I 993 r. 9oseKr,r e o6urecreeuo llclrBortlo.
5. fauvea, rI., A. flouuer, Aaa-nua I,t npoeKTr.rparre Ha Apr.rc'roren
cr4creMr.r
ynpaBneHne, C., 2003 r.
6. fauver, lI., O. Torraos , V,lycrpua,eH r.rnxeHeplrur
r4 MeHrrAxMrur, C.,l
1994 r.
l-lpexo4tr Ha HauuoHaJIHoro cronaHcrBo or aAMI4HI'IcrparIaBeH KBM
7. fipaxrp, fI., EQerrusuo ynpaBrreHue, C., Kaacnxa rr crrarr,
2002r. illrjapeH Tun Ha tfynxqraonupaHe nocraBt HoBI4 [peAI'I3B]IKareJIcrBa npeA
8. !paxr,p, II., EQerrraaHr,rrr MeHlrrxrp, C., K.rraczx a vt c_rvrr,2003 Mcur4A)r(bpure, pa6oteuru Ha pa3nuqulr fiepapxa'ruu nuaa. OrnaprHero Ha cro-
r.
9. I4nanor, lI., lI. lau.re" pr Ap., Ooronu Ha ItuucKara enlzgl{ua KbM lI3I4cKBaHl4ura Ha o6uecrsoto e B cbulHocrra Ha
MeHr.rAxM6Hra, tr{flK .,Cs.
,---,v- fr--
Esrur\al,tfi flarpnapx Trpuoncrz,,, Beluro Trpnoro, 1999 H'rrlaprilBaHr4Te [poMeHI,I. flopa4u lasv fipla'v.u6a MapKerl.IqroBara floAclrcreMa
r. tl
10. Adarns, Stacy, Injustice in Social Exchange, 16 I4ll e eAHa oT nafi-onpe4elalqllTe 3a I43nbJIHeHI{eTo Ha MIIcI4rTa I,I USJIHTS
Wy, Academic Press,
I 965
My. Mapxerl4Hrtr Llrpae rorlrMa p-qJI8 Ee..caMo s.-r{I!-.!9--I1.P5-E-Pp-u-:qAIy.,rH
11. Aldag, Ramon, Timothy M. Stearns, ilI
Management, South_Western t,pranu,q.lq4A1 iior*eaexra ti'nectouaucxt4. Cre,aosaterluo eAHa or ocHoBHHre
Punlishing co., 1987 g6Lracir,r Ha 3HaHI4.r, rorro 'rpa6ea Aa rlpl{rexaBar npeA[p[eMaql'ITe, e cBbp3aHa l

12. Alderfer, Clayton, Existence, Relatedness

and Growth, Ny, Free press, c MapKerHHI-a.
1972
Tpyauo e Aa ce onpeAena Koe e no-Baxno 3a 3aAoBonrBal{e Ha Hyx(aure lli

13. Cole, G. A., Management:Theory and practice, Dp publication MapKerqHroBara, I'IHoBalIlIoHHara I'InpI upol43BoAcrBeHara
London,
Ltd., tra o6qecrsoro -
1996 lil
trorcr4creMa I-ra I4II. Bsuaru Morar Aa 6tgat npe4ctaBeHla AoBoAI'I B IIoAKpena
14. Daft, R.L., Management, The Dryden press,
1997 lra Bcrra eAHa or re3I,ITe no npo6neua. @axr e o6aue, lle BcrKo rlpoAaAeHo
15. Daft, Richard, Organization Theory
and Design. St.poul, 1992 il3Aenr{e npeAl4 ToBa e 6ulo parpa6oteuo I4 npol'I3BeAeHo, Ho He BcrKo
16. Clelland, Mc David, Human Motivation, Ky[yBarr'
Glenview, Scott., Foresn.ran, rrpor43Be.qeHo H3AeJILIe e HaMepI'IJIo CBO' il
985
I
B raeu qacr Ha yue6uuxa ce pa3rnexAar cJIeAHI'ITe ocHoBHH pa3AenI'I or
17. Hersey, paul, Kenneth Blanchard, Management
of Organizational 'ra3H npeAMerua o6racr:
Behavior, NJ, Prentice-Hall, L9g2 1. Cruuocr Ha MapKerI'IHroBIr, rrpoqec (elerraenn'l Ha [poqeca,
18. Herzberg, Frederick, One more Time: How
Do you Motivate MapKerr4HroBLl Kolrqeflqull u rrrapretnnr-uuxc).
Ernployees, Harvard Business Review, January _
February, l96g 2. Mapxe, uuroBl4 I'I3oJIeABaHI'II.
19. Maslow, Abraham, A Theory of Human Motivation, 3. Mapxe, tlHroBI{ aHaJII,I3I'I.
Psychological
Review, 50, 1943
4. Bptrxu c o6urecrseHocrra e tr'Ifl,
20. Vroorn, Victor, Work and Motivation,
Ny, Wiley, 1964
21. Vroom, Victor, Arthur Jago, The New Leadership:
Managing
Participation in Organizations, NJ, prentice-Hall,
19gg

78 79

1i
 9acr IV. MeataxubHr Ha MapKertrHra

lrAsl I
Ca[lHocr HA MApKETHHToBI{q nporlEc

l. E-neueHr-u HA MApKETl4HroBr,t.fl npoUEC

r eru u rrr jo-q.I ar eq u yrp LBneH c K r.r npo ue c, .rp_91 IgI

OrlTO OT.IICIHI,ITE
$,ap _g
t4tialtBvt4r r.r npyrua- oT --
oi xoDa norvqaBaT ToBa, OT KOeTO Ce Hyr(IarT,
nocpeacrBoM pa3M-,rHa Ha npoAyKrr.r u ciffioLri.i- rdMe*Ay -tii'"16*2.
OcHosHara rleJr Ha MAPKCTIAHTA
.JI HA _C IQEI,IUABAHE HA CTAHAAPTA HA XI,IBOT H
M
- '-
.I9rya[4]srpealelc -- ._11-g-.9.1.191yara
ru.tHocr u Ha o6u1ec'rnoro Karo qrjrg-rpo4y1i1r.t,
OcuosHr,r elleMeHrr.r na rvreiiiEiunroBr.rr npoqec ca [6] (Qurypa 4-l):
I l. florpe6noc,.
2. XeraHue.
3. Trpceue.
4. llpoayrr.
5. Paslaxua.
' 6. Caeaxa.
i7.flarap. .,/

@rlrypa 4- I , Ocnonnu eJreMeHTr.r Ha MapKerr.ruroBr,r.s npoqec

Ilorpe6uocrure ca o6emurno Heo6xoglryg-..Ugula, oflpeAe..[eHr,r or
6uororrr.rHo o6o"nof-anfnlrnau , o-6,{"";rrr" y"rorrr rufiilro. ror.*u
u n a npoqec n Eeneu a Tec "u
n n_I
9_ryp-?y gu
9p_1g"y"aga;1u l. g{an alroreniiiiff+a

y- 4_19 --9-qlp-34ry:93{q:I9lql* jp-o{I5l_ B

.-floKynKa r.r He_91ca gasr.r curuoq or

rcodx"iln s;onorrr-fre re Morar Aa ce roApeArr

"crri*m "uiiiftio,io.rure

80
 Mesr,4xutsr

B fiepapxur. Cnopea nllpaMlrAara Ha HyxAI4Te Ha Macfioy (ruN 'racr 3) te ce

rroapex.[ar B IIer pa3rur{Hu paBHl{rqa. flotpe6uoctu're, cBBp3aHH c

o[epa(uoHHr4, npoqec, ca Bcr.rr{Kr.r noTeHrlfiaJrgr4 o6ex'ru c BeuIecTBeHa HJIIn
qenl{Te Ha
r.reBeulecrBeHa $oprr.ra, KoI'ITo Ca Heo6xoaI'IMI4 3a IIIII6JIHeHHeTO Ha
opl'aH n3auI,I.flTa.
Xe.nanuero e uotpe6uocr KbM onpe{gleH--qP-gAyKr. .3a,BI'Icu. or
* ry d;i'"* Y-,4 rauffi Yun*4gE4P3ytT!1"5-, a v 1 eif tanu r! p n ara .u
N ur e

Kyrrypa r,r t
BarperuH,rre IIpaBI4rIa Ha opraHl43allufrra _g347la*spgsSlEpaHo
crnra
wra'roil
:roft Ea
Aa caqecrByBa.
F *:-lil"]* *o.*menr-m BPeMe Ha
e TenaHI,IgF--.trPO-flBeHo-
io.*fi!".r"ro ce tfoprraLrpa or o6uril6tma'ria'
orrpeaeneHo M{cTo. ria'dtpeieiiifttuie
KyrryBaqr,r, Korrro B AaAelI MoMeHr or BpeMe(.LILI'IT,e4(.aPaT -y9-oQxo.4ll1r41'119..
cpercrBa-3a 3-a-tly-I.yBallero Ha onpeAeneH EpoAykT. 3a ga nseue peIxeHI'Ie 3a
'---- :*"-"_.* -^- --cuoLITe
*6nop-eg
[p[op]ITeTI4 paHx]lpa
rr[xynrca BceKr4 eAr,rH norpe6u,en
MHOXCCTBOTO OT CTOKH.

Ipgsvlsrlli-Bcqrco H eggl no,_"lo cb3aa.ue

"l:?I"115:lT !I4Il Y:*-" lu
u Koetn-M,oxe. gq -6r4e-=[pqgrgxgu3S_1 n{gle -1-1-lpuelrrrqnE-{ri2t..sul'rr,
aH}ie,

u-y49q4EAry*-91*SolyggS.arrzs' cpr$fs".4q ue-q.""3aAoBoasBaHe H-?"

v3r,*n
ii:p-eaoo*ror. qr9p9a--:lgsgqTT,Lqt1-ip-oAvlsIgre- -6:4ar
(cloxu), ycrlyrll IUII{ llnrep-g$Irl42-}^ellc*yl&Bere. I&54glIra-gl'1*41-P-:-|nI:!T,eH
v3pa3, a - se. Or Apyra crpaHa, BcrKo I'I[I t'loxe Aa [p]ITexaBa rpl4
poayKTI4, KOIITO Aa IlpeAnara Ha [a3apa:
l. l4zrenurrra,
KolITo npol,I3BexAa;
2. KoncyuarnBla L floAApGxKa Ha re3l4 143gel1u9';
3. Know How, roero npeAcraBnrBa llHTepec 3a Apyru opraHll3aul{u'
flpo.uyxrr,rre ce xnacu$uuapar B ra
ryryjLggon"ea--ro'rpe6lrcgg
Kororo ca npeAHa3HaqeHl4:
.'-"-T. frffitrrii'U6*ffiiiiiu r ycnyru
KJIueHrI4 - I'I3A.JII{, 3a 3aAoBorLBaHe Ha

HyxaaTe Ha xopaTa;
2. flpo4yxtr.I sa.qpYrn ,IlI.
2.1. Maurlfirlr, cbop6xeHl,Lg, npucnoco6le:,i.]l1lfl., uHc"tpyMeHTI4, TeXHOJIOTI4I,I
lr gp. ueo6xoAl,IMz Ha trpeAnpl'Irrl'Iero KynyBaq 3a peanl'I3alruura Ha HeroB]L
npor,t3BoAcTBeH [poqec,
2.2. Koonepr,rpalfi v31len14fl' HacoqeHl{ sa apyro I'II.
PaslvrqHara e aKT Ha cso6oAuo AoroBaprne MexAy flpo.(aBaqa u
; pna Ae, s a-iieiiiiurir1psryrr.r=sarar*a-$ a
"@,ii,lf
ieUo (napu,
*ni,eAr"re{-
ycnyra u t.n.) Aocrarbrl,o B KoJII,IqecrBeHo LI

8l
 t{acr IV. MeguaxubtsT Mexuaxutsr
Ha MapKertr}rra

Kou!1eq.qras. Hacojlena--,reL.u---.trp-olle.soAcrBo.To. Cnope.q He, ce

KAqCCTBEHO OTHOIIIEHI4C, 3A AA YAOBJIETBOPU IIPCTCHIII,U4TE HA COoCTBCHI,IKA
HA - -/
llpeAnonala, rle Ky[yBaqI4Te ce oplIeHTLIpaT KbM IIpoAyKTI4, KoLITo xeJIarT Aa
cTo(aTa unv ycflytaTa.
e 'tarynrr Ha r,I3roAHa rleHa - rro ro3r,r Haqr,ru ce yBenr,rqaBa o6errmr na
Qae.nxara MapKeruHroBa eAr,rHi{rla 3a 3MepBaHe Ha pa3MrHaTa.
trpoAyKur.rqra, a cficreMara 3a MapKerr,rHr Aeficrea 3a [oBlrrueHoro
14

Caemil)s6iiiaf,*-- -- --' -''-

I. Ot MoHerapeH araa (npoayxr-napu); l)a3npeAelreurae Ha lrpoAyxt1:aflTa Ha na3apa. MarczuasaqzflTa Ha o6eua Ha
I trpor{3BoAcrBo e nper[ocraBKa 3a IraMaJr-sBaHe ua ce6ectoftHocrra Ha
) 2. Eaptepaa caenKa (npoaynr-npo1yx.r).
rrpoAyKurrrra. flocnegno,o [o3BoJirBa Aa 6rAe HaMaJreHa rreHara Ha [poAyKTa,
-
*!11[T,
H{$l-* i:311 .T":i3..J 1-::!t"'lT*Ipgrsrsrssr.?
Uexty-.xenrHuga qa xrraenl-a*f,-afrT€Ir,arr,rBr.rre
-M,cro-ro
3a 3aAoBorrrBaHero
Ha
a npeAnpr,rrruero ,4a ner{eJII,I or roJleMr,r, o6eu npogax6u. Irlgnonssafixu T osz
r.rM, lrocryJrar, Xeupr.r @opA naucupa npoqyrr.r, ,,T" uo4el B cBo, 3aBoA - ,,HeKa Aa
U:gg*-e51*-el"co6ere6,rr.r$trr4;Fe*-r+a"-{ipo{yKr}r. C.negoaarelHo ra3ap.r,r
o6xsaua: cb3AaAeM anr:orrro6ul, tcofiro Aa 6tAe ets BceK[ aMepI,IKaHcKr4 Aotr.r". Tas]r

1. florenquaaHrre norpe6ureJril KoH(enuufl e e{rer, unua B Tpfl cnyqaq:

Ha .qaAeH npoAy(T;
2. Co6c.rsenrrurrre Ha trpoAyx.r c nolo6rz xapaKTepr,rcrr,rKr4; I t. B yclonux ua Aedlrzqzr Ha [poAyKra, Koraro rbpceHero Ha fla3apa
I

3. flpanuna sa rzu$opuupaHe, KoMyHr,rKupaHe .,il3B6pruBaHe Ha pa3MrHara i npeBlruaBa [peAnaraHeTo - yBe[r4qaBaHe Ha npeAnoxeHaTa npoAyKrll4r;
t, 2. Koraro cMe caMlr Ha na3apa n r4cKaMe 6rpro ga 3aeMeM MaKc[MareH
MexAy r(yrryBarra u [po.qaBar{a.
llosHaeanero Ha rra3apa Ha ZII sxnb.rna: ArIn oT HerO UpeAI4 LIABaHeTo Ha KOHKypeHT;
3. Koraro KoHrypeHTr,rre flpeAnarar croKr{ Ha no-B}rcorrz rleHr.r.
L Muoxecrnoro or noreHIIr,raJIHr4 r.r aKTr,rBHr,r Ky[yBaqu c rex,ure
xapaxTepHrE 3a peraoHa
/ Korru.nur", HacorreHa Kr,M [poAyKTa. flpu He, KynyBaqrrre
uorpe6urencru oco6enocru;
2. Kourypearure c6c cxoAHlr fipoAyKrr4; npeAnoqlrTaT npoAyKTu c BI4coKo KaqecTBo He3aBrrcr,rMo oT rIeHaTa.
3. Cr,qec.rnyBaIIr.ITe KyJrrypHI,I r,r HopMarr,tBHo 3a.peneHlr HopMI, Ha Oprauuaaquara HenpeKlcHaro noBilrrraBa KaqecrBoro Ha cBor,rre npoAyrTa lr ra
perHoHa.
ycbBaprrreHcrna. Ilpegnpuqruero rreqeJru or BlrcoKara rleHa Ha npoAyKTa, 3a
cMerra Ha o6eua Ha upoAax6ure. Tasra KoHrlenqu, 3aAtJrxurenuo rpa6na ga
Crulecrnyaar rpu ocHoBHrr rraflpaBneHr{, B MapKeruura:
1. l{scaeasaHe ua
ce npurara 3a lrMr,rAxoBHTe croKr,r. 3a:rosa e neo6xoAlarraa ueJreHacoqeua
norpe6uocrfiTe, xeraHr.rrra r4 Trpce'ero Ha [poAyKrr4, c
qen peKlraMa 3a cb34aBaHe Ha cI,IrrHo noJroxr,rrerrxa [peAcraBa n o6lqecrro'ro sa
n orrroMaraue H a HHoB arluoHlrara n oAcl,IcreMa ua I4f7;
rtproBcKara MapKa r{ xopara, KoHTo , npeAfloqr,rrar. Hegouyc, urrao e Ha na3apa
2. I{scle4nane Ha na3apHara cpeAa, B Ko.rrro ce pa3BuBa r,rJrl4 xeJrae .qa ce
pa:auua I4fl; Aa ce ilpeAnarar npoAyKrr,r nog o6u1a rGproBcKa MapKa, KoHrlenrr.rpaHu Ha
ocHoBaTa Ha [ocryJIaTHTe Ha [poI43BOACTBeHaTa [1 Ea npO,(yKToBaTa
3. Octrqec.rnxra,e Ha nutfopunpane ?r aKTr,rBHa KoMyHI,IKarIufl c
KOHrIeilqur.
o6rqecrBoro, c rleJr MaKcuMr.r3rrpaHe ua norpe6reuHero Ha croKr4 u ycnyru. / Koruarrqrq, HacoqeHa KLM rrpogar(6nre (rrproncrca rcouqenqnn).
ocurypanaue Ha rrpoqecr{Te no cb3,aBaHero Ha flpoAyrctz (eneuryaano
Cnope.q ne.r norpe6ureJrl,ITe He 6raxa rcynynaru [poAyKTr,rre Ha opranr{3aurrrra,
cPeuly Apyru raxuna).
aKo He ce npeAnpr.reMe 3lp-9"9y--B111..r"P.*9y_o".5y,
Ha lP949,x5s+e. Cne.4onarenno e
ueo6xoAzl,ro Ia ce npeAnpueMe Bcr{qKo Aonycrr.rMo Bb3MoxHo, 3a la fl,
2. OcuosHr4 MAPKETHHToBH KoHUEtIUHn nponaAaT. Tyr rr,ruoro cuJreH e aKTIeHTT,T B6pxy peKnaMaTa, nepcoHaJrHaTa
npogax6a, TtproBcKara orc'I'bnKa. Xaparrepnu croKu, 3a rouro rpa6ra,4a ce
3a ga ocrulecrBr{ uerrra cu,Llfl
[pr.r B3afiMoAeficrsusra crl c KJrr,reHTr{Te Ha
r43noJr3Ba Ta3r,r KoHIIenIII4r, Ca:
ua3apa rpr6na Aa ce HacorII4 K5M eAHa or nerre MapKerlzHroBr,r KoHrdenufl[.
l. Croxu, KoHTo MaKap a ueo6xogl.rulr, Bo4fl"t Ao Herarr.rBHl,r ycelqauri, 3a
I'Is6oprt 3aBucu KaKTo or Mrcroro na IrIfI Ha na3apa, TaKa ctrrlo rr or rlerr4Te,
KJrueHra, Karo HanplrMep 3acrpaxoBKrr, rpo6uulur,r napqenr.r H Ap.;
KOIITO TO CI'I nOCTaB{ LI OT BI,IAa [poAyxTLI, KOIITO [peAnafa.

83
82
 t{acr IV. MeuaaxubHT Meullxutsr
Ha MapxeruHra

2. Ctoxu, 3a Kouro ce npeArloJlara, rle KJrI{eHTBT He no3HaBa x i 4. CtrrynrpaHe Ha upo4ax6rare (Promotion)'

I,IJII,I CMrTa (Uec.rO c oCHoBaHLIe), rre HrMa HyxAa OT Trx _ pa3Iu Ocuopu4tg*1q1P-I-egU!9B-4 -npotqp4rlrIB.4J cBbp3aH'I. c rpoAyKra ca:
xpaHr.rTenHr.t Ao6aBKI4, pa3ru4rrHr,r
AoMaK[HCKI,r ypeArr n Ap. pu rrroo6pa:-ne: E!,-3MqxHocrI42 KaqgcrBo, Ausafiu, oraKoBKa,
*.hyyI-qito-U-e'1gl1--
r-r,11|onCid MapKa, cepB143IIo 994!yp,Ba4-e?... raPaH(I'tu Ha npeAnpI4'rI4ero,
VKrr"rr""*a MapKerflHroBa KoHrlefiqrr. Tyx na:apsr 01,3/IaBaHe ya u\4,I44x.
e perxaBa
:a npogax6a.ra Ha npoAyrrure u sa Aa MOXe opranra:arlr,rsra
Sarcrop flpu ueua.ra MapKeTI,IHroBI{Te [poMeH[I{BI,I ca KpeAI,ITHI4Te yc!|oBLlfl,
Ad OTCTbIIKI'I'
reficrsa e0errzano Ha Hero, e Heo6xo.qllMol ilcpr4oAl4 Ha I,I3nJIaUIaHe, pa3rl',lqHl4 BI',IAOBe LIeHI4 I4
- Aa ce onpeAeJrtT HyXAr4Te u :xeila]HurTa Ha lhacuenm'r e ctBKyrHocr or 4efiuoqr,t4""3'4. q-c-4ryp.flPa5q U? Ao9.;r?r-Ia Ha
KIr{eHTLITe;
- re Ia 6tAar 3aAoBoJreHr.r no-.uo6pe, orKoJrKoro ro
"i6-'ii"#;. p;;,x;.rur"u i" qpe3 KaHafl Ir 3a pa3npeAenenue, paft ouu
npaBrr KoHKypeHTHt4To r<lrnenra
npelnpI,IqTr.r.s rra npolaN6a 14 3ariacv oT foToBa npoAyKIIrIf,. slXajl',rr 3a pa3[p€AeJIeHHe
r(o KynyBaqa, KaTo ce 3aIIoqHe
fle.rar6a.ra Ha npeAnpr,Irrr,Iero ce noJlyilaBa Bc_rIeAcrBIre trpeAcTaBnrBa nb:rxr,,no, rofiTo cToKaTa AocTlrja
Ha no3HTI,rBHara
r'rHTepaKquq MexAy rleJreBr.r, na3ap, B xofiro geficrn a Lltr u 3aAoBoJrrBaHero Hd or cKnaAa-3a.-r919-Bl[3 IPgAyIgyg (Surypa 4 -2)'
norpe6uocrnre Ha KJrraeHTa.
Couua.nna MapKeru,roBa Ko,qeflq[fl. gpe: ner ce
rrpcu KoM[poMr4c
MexAy IIe.II,ITe Ha TpxIg g:HgpgE-eoMrlg_H_eHTa _ npeAnpr{rTr.teTo,
KJrlreHrHre Il
r6ITlIr3lJL4rL-l4HTgpqgn Ha o6u1ec.Bo.ro. 3a pEauxa .or.
{rraeftqecKara H Trproreq
MapKerr.rHnoBa *oru"r,i,-*-lffiIl*i' .rrprunu ri
o*rryprBaHe Ha c F IIA IDCO}IO
rrl
F
AbJrroBpeMelrHo olaronolyvae Ha orIeJrHH, norpe6u.re-rl
o6ruecrso.
, ,u urroro H

tq
,dffif rrl
.Tlpronerl F
Trproneq .

+
--+ Haeapo --=-----* na.Upe6nO
3. MeprgruHroB MHKC ",ffi*l#ifl,ffi' ffi6"
BPoxeP TtProreq TrProueq
BrHuua.ra cpeAa ce orrILIrIaBa c roJIrMa crefleH Ha Heo[peAeJreHocr. * ..,"3.:P-9.*i:i:r'*:-,*
l]qpayt,prr" H?
lpeAara Morar Aa ce orurrar qpes MHoxecrno npoueuruau. B ->4, ffi"d{W/ffis-
3aBHCT4MOCT OT c KorTo IIpeAIIprIrTIaeTO MOXe Aa BII]re Brpxy
CTe[eHTa,
T.3LI *-?#&&w. *{*ffi
np oMe gla3-aersr
Hrrr.r B r,r, H a,AB_e ocH o3 HH rpyru :
]3i
r ori-rppir
.
__.-*-:-;
_Hex
rapye *,
:- irv_qr-, *orio
r---r--:rr--..^
":!, Av{rru r crr g_T
l1y'.{a{tuT. r'ffi
or rrp-.-eAIIpl,r4JIlLe^To r,r
Ourypa 4-2, Octroeul KaHaJII'I na 4ucrpu6yqna
uggrg 9rctfuogrl'I T9 yoxe caMo c.ruvylupaneTo Ha rrpoAax6ure npe.qc,aBnflBa cbBKynHocT oT Aefinoctu
Aa rrporuo3rrpa
_--r_ - 6pofi
6poi,r uvrvnr{ndlhl4
vrv4 -
noreHrrr.rarrHri
noreHur.raJrHr.r (JIIIeHTa B6pXy IIpOAyKTa, ga Aa 6t.ue
KYNYBAI{II; BCI,IIIKI4 EEiTCTr.Ur 3a ctcpeAoToqaBaHe Ha BHr{MaHI4eTO Ha
HA KOHKYPCHII'I'TA; BCIZIIKA NPOMCHJII,BI{,
c Kynrypara Ha xopara - -
roir aaryneu peKnaMa, ,spJlsllz (p-1b}. rel3tiong; PR),
cBBp3aHI4 IIoJII{TrIr{ecKra, coq}raJrHl,I, TexHoJrorlrqecKH _c :6urecTo::rru
Qarroprz. KparKocpor{Hr.I ttHI,IuI{arI'IBI'I :a crfiiyffiBanE'na upogax6nte, nepcouaauu

K*.PglrP-Y-gYlI npoAaN6Ia u npoMoul4u.

1-- - MHoxggrygro ijl-__up.yexl4Br4,.._-r(e4lo
I Or rneAsa ror{Ha Ha KJII'IeHTa,,4P" ce npeo6pa:yra n ,,4C":
.!peflP.!llT-e.19 -y-9T-9" 43 I3n p9L|-Pu.
''-. Te94 -11g9Necr!9_9r
---..: :'-.:-l:.' npoyellrrsBll-_ge
. .^rvY:'l-Yr,aaa|*Di!-_(
1. lloTpe6nocrl4 II xeJIaHI'L Ha KJII'IeHTa (Customer needs and wants);
, o6xs arua crr erH r.rre rrerupu rpynu, napauauu,,4p,,
#:T:::i::IT:-l
TT"1. Ilpogyxr (Product) :
2. Pasxoa 3a KrII{eHra (Cost to the customer);
2. I{eua (Price). 3. Yao6ctso (Convenience);
3. fllacnreu, (Place). 4. Kotnlynlrxaqraa (Communication)'

84 85
 9acr lV. MenaAxutHT Meguaxutgr
Ha MapKertrHra

Irocu neqar6a Ha rpeAnpurrt4ero vt 4?Iy- IIe 9 ..ua[e3ll-a..-Aa....99,498]Pg_14

MApKET}I[IroB14 trpoyr{BAHu.g HrruuQuxailai
Ila:apnoro npoyqBaHe o6xsaua cJIeAHHTe eraIIH:

l. Cbu]Hocr 14 ETAtTH HA MApKETHHroBoro rrpoyqBAHE l. Onpelelltre Ha lIeJITa.

, 2. OnpeAenrse na neo6xoAuMara [HabopMalur 3a trocruraHe Ha IreJITa.

_,Ilg..:apnoro npgyr{Bale npeAcraBnrBa cr6apauero, aaaJru3Gr r4 AoKrra 3. Oueuxa Ha HaJIt'Ir{Hara IaH+opMaIIur.

H-a* Bc-I;Lq{I4
Saxry, ueo6xoauuu Ha rpeArpurruero o*"- n;; 4. Ha6op Ha AonbJIHI'ITenna nn$opr,aaunr.
:?l:1"
,npovrino4cruoro rporyr(ra
Ha (xarno, KaK, Kora, ;;;; ;;;" ,;;"";";il 4.1. llpeue.u Ha Br,TpeIIrHara AoKyMeHTaIrue v apxvBa Ha npeArlp?Irrl'Iero.
)io kpafinoro rvry no'rpe6nenyre H Aopll crreA ToBa 4.2. l4nr epwoupaHe Ha c'LTpyAHI'IuI'ITe.
Ha ycjlytu, cneA rpoAoK6ara
- Ao erarra Ea [peAocraBqgd
Ha rrpoAyKra [g]. i 4.3. Pa:pa6orBaHe Ha aHKerHa Kapra.
rpoyirBaHg ce I13F_bp!lrBa, 34 .{a ee Aare.o6exrt,taeH Ha ct6upaueto Ha BBHIuHa uH0opMaqur.
Jltap5g.rrzurororo ' 4.4. Opranrasupage
, .9lr,Orop Ha.cJre.qHr{Te Bbnpoca:
_ Kor{ ca noTeHrl[arHrrTe
I 4.5. hsrtpuBage Ha aHKerlapanero'

Krr,reHrr.r Ha o[peAeneH lu npogyxr/u; 5. Aua.nu:upaHe I'I HHTepnperl'IpaHe Ha AaHHIrre.

- KaKBU ca courlaJrHr.tre xapaKTepI4crI,IKI,r Ha KrI,reHTI{Te (noa, atrpact, 6. BseNaaHe Ha yupaBJIeHcKo peureHue I'I [pl{naraHero My.
o6pa3oBaHIze, MareprlaJrHo nono)KeHr,re rI
Ap. ); 7. Oqeura Ha Kopenaqlrrra MexAy lr3BoAure, HanpaBeul'l or
- oT KaKBA TOqHO O[peAeIeHr.I XapaKTepicTuKt. Ha Ir3AeJr]IeTo rIMa Hy)I(Aa MapKerr,IHroBoro fipoyr{BaHe }I peaJluara tra3apHa o6ctanosxa.
uereBaTa npyna KJi14eHTr.I ; .[,aurtu're, KoI,ITo ce u3noJl3Bar B eAHo MapKerI'IHroBo [poyqBaHe, Morar Aa
HA KAKBA IICHA qEACBATA HI,I NPYNA KJII4EHTI{ 6r,AaT rnaclr$ttt\uparr 863 ocHoBa Ha
qerl'Ipu ocHoBHI'I TexHL npx3HaKa:
E IOTOBA AA 3arryn;
i L B sasucnNaocr or Mrcroro Ha noJryrlaBaue na zuQopMallilrra:
- eSerrunnu rH ca peKrraMHrrre u pR_rarr,rna
Hyl4.re, cB6p3aHrI c I - nrrpeurul,I 3a flpeAnpl,If,Tllero (otue'ru, [peAuuIHI'I upoyunanta u 1p.);
flPoAYKra/l4re; i - B]bHIXIIII 3a flpeanpnrTlleTo.
. KAKBA E BT4'I4flTA UA KJIUEHTI,ITC 3A IIPEANPIZ'TUETO ] IL B :anucuMocr or creIIeHTa ua o6o6u.(esocr Ha AaHHI'ITe:
II NPEANATAHI4TE OT
Hero cToKH uycilytu; - t4t1t4Buryanull AaHHI,I (uuenue,o unu AoKyMeHT, orlpeAentrq co-
KOlr ca Hallr,rTe
KoHKypeHTrZ Ha AaAeHlL xapaKTepucrtlxu uluttu na3apHI'I HarJlacu ua e4uo nuqe);
la3ap uc KaKBO Te ce
ur{a.[HLITe
pa3nu.taBar B yAoBJrerBoprBaHe Ha norpe6uocr:ure
Ha KraeHTr4Te; - rpynoBl4 .qaunn (coquaJIHI{Te xapaKTepI'tcrI'IKI'I lllulu narapul{ HalJIac}I
- KaKbB Moxe Aa 6rge Haruuar na3apeH Ha tpyna oT norpe6ltrenu).
Arn;
_ uMa fiu B63MOX(HOCTI,T n
[oJI3a 3a [peAnpurTl,reTo oT npeAJlanaHe
Ha
i ttt. n 3aBLIcLIMocr or $opualuaaqfiqra Ha AaHHure:
AaAeHHA npoAyKT Ha na3apa. Aro orronopbT
e noroxlETereH _ npu f - *onrr""rueHl4 AaHHI,I (xapar<repu:upar rlpceul'Iq napaMercp Ba3 ocHoBa
KaKBr4
yciloBus Ha MapKeTTIH|OBH' Mr4KC. rra [6errranuu I,I3MepHTeJrI'I - 6pofi, KrInorpaMI'I, Merpll, roAI'IHI'I u t.u.);
Cauo e4uo MapKerr,rHroBo npoyr{BaHe rpyaHo Moxe ] - r,auecrreuu )raHtkl (xapax'repu:ltpar rbpceuu, flapaMertp 863 ocHoBa Ha
Aa orroBopr4 Ha
tscrrqrr4 Te3r.r Bbnpocu.
Ero saulo MapKerrluroBl4Te [poyqBauu, Morar .y$"*rr"n, LI3MepLITeiIIa - noAxoArnl/neuoAxoAqlq, lorr/go6tp/o,nuuen,
a3BbpIIIBar npe3 pa3nl4quu cra1r4v Ha xI{3HeHLr{
Aa ce | ,-
raHfepecen/6e3I4HrepeceH u t.n.).
III{K6rr Ha il3*erruflTa u,,u
ycryrara. Taxa uanpuuep nplr 3apaxAaHe Ha 1 tv. g 3aBl,IcnMocr or IIeJITa, 3a Korro ca6uttuta6upanu AaHHI{Te:
ulleflTa 3a c63AaBaHe Ha
TPgAYKr]l rpr6na /ra ce onpe.[errr.r Ha KaKBr.r norpe6ii-acxr-*up*rdpr.rr*, xapaKTeIlrcTr,r
n'r,pBlrqHl,r AaHHI4 (na6r,rpar ce KoHKperHo 3a MapKerlrHroBoro
i9I ;t;6ca aa oriorapr i i^r rr" ;;;;;;;;;t;,**ffit:##
eTa[a Ha
npoyunaHe);
3peJrocr e rroJre3go na ce-iji
oilpeAerH 3a KaKIB rrepno4 or rperr,re Hs/ienlreii, - Bropr4qHu .qannr,r (Ha6upaPiu casa apyru uenu).
ue

87
 Hacr IV. Mesraxuam Ha MapKernHra

I Iail-roneuus'r r43ToqHr.tK 3a BTopr.rqH[ AaHHn e HaqxoHarHLIf,T

cra'rrrcrHqecKu utrcru'ry"r, rofiro npegocraB, LrHoopMarll{, 3a BHoca, r.t3Hoca u
MecrHoro nporr3BoAcrBo 3a BclrrtKr,t orpacnu Ha I,rKoHoMr.IqecKa AefiHocr.
Apynn
143TOrrHIrUH 3a BTOpHqHI,I AaHHH Ca:
- Mr,rHr,rcTepcTBa rir areHrlr,rlt (4rpxannu n nrnuurrelnu);
- He[paBr,rTeJIcTBeHr.r opraHr.r3arl]ril, upeAocTaBrrrlE .qaHHr.r 3a
HKoHoMr,rqecKoro pa:iBHTr,te ua Ernrapua (uaupnuep 6panuroru KaMapr,r,
npo(recnoHannu cr,ro:u u gp.);
- yrrr4BepcuTeTH 14 r43CJreAOBaTeJlCKr.r 3BeHa, KOr,rTO npoBexAaT H3CIe,UBaHr.t'
u npoyqBaHr.r, no pa3Jrr.Ir{Hlt B6IIpOCU;
- BbTperuHr,r oTr{eTH, npeAr,rrrrHr.r npoyqBaHr.L I,I Apyrlr AoKyMeHTr,t, r4ABaqu
oT caMoTo IlpeAnpxrTr.re.
B e.qso MapKerl,ruroBo flpoyqBaue B 3aBucr.rMocr or KoHKperEI,ITe My uenl4
MOfaT Aa Ce I{3nOJI3BaT pa3irr,tqHx no BIrA AaHH,d.

2. OcrroaHr4 KpvrEpt4t4 3A tr3sop HA roJrEMI,tHA HA T43BAAKATA

foneuunara Ha r,r3BaAKara, HefiHara crpyKTypa, xapaKTepHr,rre fi uepru u

Har{HHbr na nog6opa I ce pasluvaaar npu pa3nuqHr.rre flpoyqBaH]r, r{ 3aBucrr
He caMo or o6eKTuBHHTe xapaKTepr,Icrl.rKr{, Kor.rro c6rrlecrByBar 868 BceKH
pa3nHqeri clyvafi
Ha na3apHo rrpoyqBaHe, Ho r,r oT cTe[eHTa Ha npeqr.r3HocT,
Korro 6HxMe LrcKaJrr{ Aa r4Mar pe3yJlTartrre, KaKTo I,t or IIeHara Ha npoyqBaHero.
Brnpexra roBa r,rMa HflKor,r Kpr.rrepll{, Kor{To 6n rpr6ralo Br,rHarr4 Aa ce
B3r4Mar npeABrrA npeAlr [poqeca Ha nog6op Ha r.r3BaAKara. Teau rpltrepuu ca
CJIC.UHI,ITE:

l. Bcqra u3BaAKa rpalza Ia npeAcraBJrrBa roqHo a:o6paxeuue ua

HaceJreHr,Iero,or Koero ce ur6upa, u ule .rpa6ra Aa npr4TexaBa BcrrqKrrre
xaparcepHr4 rreprll Ha roBa HaceJIeIrIre B [paBLInHu cborHolueHlafl, za Aa 6.b!.e
cMrTaHa 3a npeAcTaBuTeJrHa.
2. l4znagxara rpr6na ga 6r,.qe taxa ur6paua, rre Aa Moxe He caMo Aa AaAe
uu{oprraaqlte, ueo6xo4rarraa 3a KoHKpeTHoTo npoyrrBarre, a caqo TaKa Aa
[pe.qocTaBl4 AOCTaT6qHa ocHoBa 3a I'r3MepBaHe AocToBepHocTTa Ha
npoyqBaHero.
3. fo.reullxaTa Ha r,r3BaaKara He rpr6Ba \a 6t\e Hr,rro MHoro roJrrMa
(qerrala tra lrpoyrrBar.rero Moxe Aa HapacHe ApacruqHo rrptr npeKoMepHoro
pa3ur4prBaHe Ha r{3BaAKara), uuro MHoro orpaHrrqeHa (pI{cK oT rroJryqaBaHe Ha
HeaAeKBarHH Ha pearHocrra rpainu pe3ynrarr{), Ho Aa HLr AaBa creneHTa Ha
ToqHocr, Korro HI,I e neo6xoAllua 3a KoHKperHoro npoyqBalle.

88
 Meuttrxutgr

4. lrlzea,,rara rpr6Ba .(a r,IMa raKaBa roJreMr.rHa, rre aKo ce HaJrara

fl,cTaBrHeTo Ha oTAeITHI,I HefiHI,r nOAI,I3BaAKI,I, Te CaMI,ITe Aa I,IMaT EeO6XOAHMaTa
e1'eneH Ha AocToBepIIocT.
Clrqectrynar ABa ocHoBxr,r HaqI{Ira 3a ctcraBrue Ha r,rsBa.{Ka:
- flpou:noluara u3BaAKa c BeporrHocru r.t
- HenpoursonHara vilu 6e: neporrrrocrrr r43BaA(a.
flpouerolua e H3BaAKara, flpu Korro BcrKa eAr,IHrrltra or crBKynHoro
lilceJrelrr4e r,rMa rrpeABapareJruo r43BecrHa BeporrHocr Aa 66Ae u36paHa, v
t'paHuunTe Ha BeporTHaTa I'perxKa B cboTHorueHaeTo MexAy c6BKynHoTO
UaceJreHr4e r4 pe3yjrTaTr,rTe e B63MOXHO Aa 6GAaT o[peAeJleHr,r npeABap[rTeJrHo
I IO MATCMATI4T{CCKI,I HAqI,IH.
I'lenpou:nolHa e u3Ba4Kara, npr4 Korro rat6oprr Ha eAI{HrrIII4Te, Kor.rro xle
ctcroBnflBdr r,r3BaAKara, ce oct{oBaBa r43urJlo ua cy6exrunHua ue6op ua
npoyqBauIHr.
Karo cpanuxnaMe re3l4 ABa Har{I,rHa, MoxeM Aa KaxeM, rre BceKlr eAr.rH or
'r'rx HMa onpeAeJleHr,r upeAI4McTBa rI HeAocTaTSrIu, KOUTO rO npaB_{T noAxoArul
3a r,r3noIr3BaHe B AaAeHo MapKeTr,rHroBo flpoyrlBaHe.
@opuynara 3a r43r{I4crrBaHe Ha xeJIaHI{, pa3Mep Ha I,I3BaAKara 3aB}rcu or
xelaHara crerreH Ha AocroBepHoc'r ua rpafinure pe3ynrarr4 (4-l) [3 1].

rr D.p.q
tY= D
(4-1)
K6Aero: N - aorarrra Ha I.I3BaAKara;
I - qectora Ha noBTopreMocr Ha l43MepBaHoro .;IBJIeHI,Ie (noloxurenua
uonropaeuocr);
4 - orpuqarelHa [oBTopreMoct (P+4:1;'
E - uarccurrlalHara AonycrrrMa rperxxa (nlra roleplrpaHe Ha rperuxa.ra) a
CTOTHI,I OT EAI,IH}IIIATA;
D - xouctanta Ha Aonycrl,rMara rperuKa.

3. PngpnsoreAHE HA AHKETHA KAprA

AHrerHa'ra Kapra rrpeAcraBJrrBa cnequQuveu r,rncrpyMenT sa cr6npane na

t(or-tKpe1'eH nra;t urltfopvaurlfl I4 IaHH,r, xofiro'rpr6na 4a 6r,4e B ctorBercrBue c
t43V C K BAH h\', t a It a M e IOAX K a t'a H a MapKeTI,I ErOB OTO I,I3CJIeABaH e.
O6uxnoseno B Har{a;roro Ha aHKerHara Kapra ce flpeAcraBf, IIeJITa Ha
ilpoyqBaHeTo H I{HTepBIoLlpaHI4Te ce yBeprBaT B cbXpaHrBaHeTO Ha noBepr-r-
TeJrHocrra Ha r,rH$opMauuflTa u B 3a[a3Baxe Ha rrxHara aHoHuMHocr. I_{enra na

89
 9acr I V. MeHtAxvrHT Ha MapKerHHra

MeHUAxMtHT

TO3r.r TeKcT e Aa ce !6el,sr pecrroHAeHTlrTe B

IIOJIE3HOCTTA sa o6rqecrsoro d
caMHTe Trx oT npeAcTorrrlaTa pa6oTa. Ilpra
3aAlJrxr4TeJrH O ycTHo pa3rcHrBaHe.
Jrulruo aHTepBroIlpaHe _, Fflael III
MAPK[T!r H I-oBI,l AHAJIII3]l
Lln$oprvraquqra B anKerHara Kapra I

ce o[peAen, B 3aBr.rcraMocr or:

- KOHKpeTHATe Hyx.qr4 Ha MapKeTr,rHroBoTO
npoyrrBaHe; l, CrpnrrrH,lpcKl,l MAPKETHHfoBI4 AHArll43l4
- orrpeAerrHe Ha qeneBaTa rpyna;
- orIpeAeJIrHe Ha He3aB[c]IMUTe aHilrII43 I{Ma 3a IIerI Aa u3frcHr4 MHHargJg
*C-tp-9:9!!uCCLqAtl MapKerI,IHroB
LI
u 3aBficr4MIZTe AaHHrI. L

CrpyxrypupaHero Ha aurerHara Kapra

3aBrzclr or: cerauHoro crcro.anl4e Ha npeAnpltllTuero (gefiuocr, npoAyKToBI'I rpynll IIJILI I

- KaK6B BLIA EaHHU IIIe 66AaT ua6apann npoayrrr,r) r.r rexnuq 6sAeut noreuqual [3]. Hafi-parnpocrpaHeHlrre MeroAu 3a
c aHKerEaTa Kapra;
- KaKBI4 OCHOBHrr !r cnoMafaTeJruu o'rpareruu6cru MapKerrrHroB aHarII{3 ca: Ha Arthur D. Little; "3x3" ua Abell u
MeToArr ea cr6upaue ua
I,I3nor3BaHr.r (nzuuo r,r,repBlo, .rpor*u*,"
rz
Ilammond; Marpl{qa Ha crparerl{qecKure HanpaBreHl'Ifl sa Shell Chernical
T.,?u,ut
rp.);
;o",J;;lul#To#11' L).K.; nop'rtfonllo Marplrqa sa General Electric ra noprtfonuo uoAea ua Boston
- pera rra BT,npoct4 Te, KoLtro u1e Col9u!1rg_qo!{Pg} flocrelunxt MeroA ce I'I3non3Ba safi -qecto. I

6t4ar nrrroveHa B aurerHara Kapra;

- KaKbB BaA Bt[pocr4 Ue 6rlar a3rrorr3Baurz Cnopel MoAeaa ua BCG flpoAyKrllre Ha npeAnpl4rrl'Iero ce pa3AeJlrr B
(npeAro.qudlrzu; qeTr,tprr rpynfi, B 3aBI,ICI{MOCT OT OTHOCI4TenHI,U na3apeH A,JI, B CpaBHeHI'le C
(:larropeHra) lural a ornopenu);
- pe.qa, rofir:o rrle cJreABar Bbrrpocr,rre Hafi-roreNau.fl KoHKypeHT I,I foAI,I[IHI4q reMn Ha HapacrBaHe Ha na3apa Ha
I
BbB BcrKa rpyna Bb[pocr4
,(aaeHara Aefisocr (QrarYpa 4-3).
Ilpnrr.repa 3a aHxerHr,r (aprrz.
rlo npeue Ha npoBexAaHero Ha ceMr,rHapHoro I-orqvo
I]'KOJIKO AHKCTHII KAPTI,T, NPCAOCTABEH'{
oTroBopH Ha cIeAHriTe Bbnpocu:
ynpa)KHeHr,re
""
OT ACI4CTCHTA. HCO6XOIUTTAO
unurr.rpui,i
O;";;
Ilapacrnaue
Ha na3apa * 7 1[l

" HA it
l.Ko.{ e rleJreBara rpyfla Ha MapKerr{HroBor:o
Manro
upoyvrane? AaAeHaTa
2. Kou ca ocHoBnraTe rpyflr,r B6npocr{ Aefiuocr 1l
B aHrcerHara rapra?
3. Kou ca 3aBI,Icr4MLrre u KoI4 He3aBl,rcuullte
ganuu? 1lr
4. Kou ca orBopeHr4Te 3arBopeaure nrnpocu?
r.r Kor,r
I-orqN.{ Mamrc
5. Kaxno e rpadruunor:o oQoprr,rn.Hll" Marpurla Ha BCG
Ha aHKerHara xapra? OrHocnren I4'T NA3ADEH .II'JI
6- C'{urare rv, se peclo,AeHTar caMocrorreJrHo
Moxe Aa fionb,rHr.r (Durypa 4-3, Marpraqa sa Boston Consulting Group
ii
arrKeTr{aTa rapra?
B_F_"U.p-o"glr.I-9JLl!u. B raer4 Kareroptu ca Aefisocru're c MarIlK na3apeH ArrI Ia
Auarnazpaue H rzHTepnperr.rpaHe Ha
AaHHr,rre. Br4coK TeMrr Ha HapacrBaHe Ha na3apa. Xaparrepuo e 3a HoBIrre npo.qyKTI,I. ll
AHANUSIT T }IHTCPNPCTAIIil,ITA HA
AAHHIITE 3AIIOTIBAT CEC CTAT'ICTI4I{ECKATA 3lesau. flpu ycnelrHa na3apHa peaJII43aIIu, "atnpocu'relHa, a" 4efiuocr
uira o6pa60rxa' onpe4enrr ce cJrer,r,rre rroKa3areJlr{: cpeAHa
aprzrMerr,rqHa ce npeBpbu{a B 3Be3Aa, T.e. JII,rrep Ha BI4coKo HapacrBaul nasap. I4fl or4elr
crofiHocr, Encrlepcvs' Meilria1a, MoAa
r{ Ap., I43yiIaBaHz e o6tqux Kypc IIo 3HaqraTeJrHr,r cpeAcrBa, sa Aa 6tAe B KpaK c HapacrBaHero Ha na3apa I4 Aa
I'eopua Ha B eporrHocrlire LI MareMarur{ecKa crarlrcrr.Ira. orBapHe Ha trpeAl,tsBl,rKareJlcrBara Ha KoHKypeHTIrre. O6nKHoseHo 3Be3ALITe ca l

peur:a6umru LI ce npeBpblrlar e 6rAeulu "Aofiuu KpaBI'I".

.(ofinn KpaBn. flpu nauananaHe Ha ToALIIITHH, pacre)K Ha na3apa

i

,,sues4ara" crara ,,4ofina rpaea". ,{ofina'ra KpaBa HocL usoro ueqa.n6a na

npeAnprlqrlrero or tra3apHl,L cr{ ArJt. He ce salara Qunancupaue sa
1l

90

il

I
 qacr lV. MeHrIxMbHT Ha Map(errHra

pa3fp![IaHe Ha [oTeHur4€rJra, TBfi KaTo TeMflbT Ha pacTex Ha na3apa e HaMaJt

flopaan o6eMa Ha upo.qax6z npe,urrpuffTrrero ner{eJru or r,rxoHoMrrr,r or
r.r no-BrrcoKH MapxoBe sa neqal6ara. IlpeAnpuqrrrero Moxe Aa
,,AofiHr.rre xpanu", :a Aa QnHaucupa v ocraHaJrlrre cl,r flpoAyxTlr.
,,gofiuara KpaBa" 3anor{He lra ty6t4 cBoero nr,rAepcreo, HII rpa6ra orHoBo
BJree cBexr,r $uuanconu pecypcn s Hes. B nporr.rBeH cnyvafi T, Moxe ,qa
npeB6pHe n "ryue".
Syqgla. I4Mar cra6 naaapeH.qrn rpfi Hrrctr pacrex Ha na3apa. feHepupar
ner{ar6u unu 3ary6[. Pasyuua npuq[Ha 3a noAAlpxaHe Ha raKbB
rir,rcxr4
6u:uec e oqaKBaH o6par n pacrexa Ha [a3apa uJrrr HoB ruaHc 3a na3apHo
JrurepcrBo. Ilo-.{ecro o6aqe rosa ce [paBu no eMoIInoHarHI,I npuqLtHLt.
,,Kyverara" [r3noJl3Bar [oBer{e pecypcu, orKoJlKoro ca noreHrll{aJlHr,rre noJI3I{
or Trrx, nopaAr,r KoeTo noAo6uu Aefiuocrn cneABa Aa ce [peycTaHoBrT I{
ocso6oAeHure or rf,x cpeAcrBa Aa ce BJIoxar B Apyru.

2.J.lUQ_AnAru:
SWOT-auann3br e MeroA, npa roiro ce aHaJru3r{par clrJrHure (strengths) a
cila6ure (weaknesses) crpaHlr Ha [peAnpilqrilero, 6laronpumuute
B63MoxHocrr,r (opportunities) u :anraxr.rre or cpe.qara (treats). Karro noxalna u
pa3uuqtpoBar{ero Ha ctKpaueHfiero, flprr ro3n ana]il4s ce oflpeAenfl rra3apHara
rro3r4ur4, Ha opraHlr3aul,Irra [ocpeActrou u4eutuQuKarlu, 14 paHxr,rpaHe Ha:
L "cnlxu crpaHn" B na3apHara [o3r{rlu, Ha rrpeAnpr.rrrr{ero;
2. cna6oc'ru, KolITo HapLItIaMe "cna6u crpauu";
3. norexUuaaHr{Te npeAr,rMcrBara B 6r4erqe, Ko[To Haprrqaue "6naro-
npn.[THH BA3MOXHOCT]I".
4. noreuquanHl,rre 6rAeIIu o[acHocrrl or BJtoIrIaBaHe Ha na3apHara
no3I,IUI,Ir, KO]ITO HapI,rqaMe,,3anJIaxn".
Cera

Cunna crpauu Cna6u crpaHu

B 6raeure Braronpnrruu
B63MOXHOCT}I 3annaxu

@urypa 4-4, SWOT aHarrr{3

92
 Mexurxutgr

C"rl::l _:I.p-3n"
ca nperlMyulecrBara, cnopeA norpe6urelure, Kor.rro

lleltJrrio npr4TexaBaMe Ha Aa.qeH na3ap cnptMo HrKoe oT npeAnpl,IrTlrflTa-

Konr(yper.rrH. Cunwu crpaHr,r sa I4[I vorar Aa 6'thar no-HrrcKu 4euu, no-6tp:o
o6cllyxnaHe Ha KJrueHTa, no-go6pa I{HTepaKIr[, MexAy xeJraHr{Te
tto'r'pe6zrercxu xapaKTepLIcrI,rKL LI npe.{JlaraHlr, flpoAyrT, no-ao6po
rnpaHur4oHHo I4 u3B6HrapaHIII,IoHHo o6cnyxrane u r.n. Cunnute crpaHI,IT pa6ra
Itn 6trar aopa3Br,IBaHIz t{ I43IIoJI3BaHLI.
Cla6u crpaHu ca peaJrHzre HJrr,r noreuuuruIsure cna6octu ua !1II, xouro
6uxa-i66?Gffi, o, no'rpe6uTerure Ha IIerIeBlL ra3ap I,I 6zxa anoururu
ta3apHara no3r,rrlu, Ha npeAnpl,Ifl'ruero. Karo KpaeH pe3yJlTar or aHaJlrr3a
'r'pr6na Aa ce npe.(noxar MexaHr,r3Ml,r 3a HeyrpaJII,I3I4paueT o (Aoxonxo'ro e
n'r,auoNHo) ua cra6u:re crpaHrl.
MaDrerurlroBA Bb3Mox(Ir,ocr e o6racr, or Koqro Ha na3apa lrMa
rro'rpe6Hocr r,t B Ko.rrro rrpeanpr,rrrr{ero Moxe 4a pa6ota penta6zruo. Taxa ce
cb3AaBar ycJroBlr, 3a no-go6po'ro I,r3noJI3BaHe Ha norenrlr.IaJra Ha
upeAnpurrr4ero. Btsvoxltoc,ute ce paHxllpar cnopeA [or3ara Ha
IlpeA[purTl,Iero oT TrxHaTa peanI,I3aII]L I{ p}lcKoBeTe, cB6p3aHI,I c Her.
3an.naxs or Bt-yJUI"lT"3-._,..qp"9.4a ca Hacrorr.rrr4 vutv 6r4erqz
-''-.-"-.'e**-'*
ilpeAlr3Br,IKaTeJrcTBa oT CTpaHa Ha He6nalolpllrTHa TeHAeHIII'I,, KOI{TO MOraT Aa
ce orpa3.,rr He6naronpurrHo sa Aefiuocrra Ha fipeAllpllrrl]ero.
B gasncult4oct or ctoruolleHrlero MapKerI,IHroBI,I B63MoxHocrI,I 3anilaxu -
or oKoJrHara cpeaa, 14II Morar ra 6rAat rracu$IalrlrpaHl,I B rlerr.rpl4 rpyflu:
l . c u.[ealso 6t Aeule (rraHoro Bt3MoxHocrr.r-MaJrKo :anraxu);
2. cr,c cnercyrarr,rBHo 6rAeule (uuoro Bb3MoxHocrrz - MHoro aannaxu);
3. r clarrilapurz yclroBrl, (naa:tro B63Moxuocrr.I - MaJIKo 3a[naxu);
4. c uecurypuo 6r.aeure (rnlaaxo Bb3MoxHocru- MHoro sanlaxlr).
O6o6ulenusr pe3yflrar or SWOT-anaJIH3a Ha I,I[I noxa:sa HeroBara
KoHKypeHToclroco6nocr Ha Aa.qeH na3ap.

3. OflPEAEn,HE HA nA3APHLI, A,n noCPEACTBoM TeOpI4, HA H|PHTE

OcHoenre Ha reoparra Ha rrpr4re ca noJroxeHr{ upes 1944 r. o'r.{xon QoH

Hoirraas H OcKap MonrepcrepH B MoHorpaQafrTa uM "Teopux Ha Lrtpure Lr
B3aI,rMOOTHOtreHI{rra g axonoulrxara". BnocreAcrgue To3LI pa3Aen oT
nplrfioxHara MareMarr{Ka ce pa3BuBa II Ao AeH-AHeIIIeH, (aro e4ao ot nafi-
3rraqr4M}tTe My AOn.I,rrHeUUr e ,,YpaBHOBeCrBaHerO nO Hem" (Ho6enona
HafpaAa 3a r4KorroMr{Ka -1994 r.).

93
 9acr IV. MenraxuaHT Ha MapKertrHra

Teopltrra Ha r,rrpl,rre no3BoJIrBa Ha MeHr.rAxrpLITe Aa

cTpaTeruqecKr,r peureHl{, B yciloBr.IaTa Ha HeoIIpeAeJreHocT, CBSp3aHa
noBereHuero Ha KoHKypeHTlrre Ha [a3apa. ocnosHoro "[paB[ro" Ha r.rrpara
_-e4ts9--1-459 U_{!.ue Haqp?luy.. nbpBara rSpAqKa, ro T4r5d.q[ rq-e saupaa:
Msoro B6npocu, cBrp3aHr.t c onpeAerrrHe r.r Kopr4rHpaHe
fl_,_TIp.lrII1..
ucllt4'l'c, lla'lal'alle lla IIoBI'l npoAyl$u Ha [a3apa, I,t3noJI3BaHe Ha araKyBr
KolIKypeI{THL crparel'Hrr I'I np., Morar MHoro KopeKTHo Aa ce aHaJra3r.Ipar
H3nOJr3BaHeTO Ha l{rpoBa MoAeJrr,t. [opu u Aa ocTaHe caMo Ha TeopHr,
npofirpaH Bapr.raHT safi-uaaxoro HH AaBa r{3BecrHa un$opuaqur, onur
iloaforoBKa, Koaro ule ca nr 6erxpafigo noreruH B peirJlHa KpHTIrqHa
cu'rya\14fl.
Tsgpurra Ha HrpHTe HrMa 3a
r"I.P,gl-lII tr g: raTa e Aa 66Ae aHarx3fipsgo-BE3]4O-XHO-To
I9 P. _eSeH [OBe.[eHr{e
rrpaqr nporrpaf,r HrKoJrKo- pa3nr,rrrHa cr,tryarlr4r,r- c6c
-H.1 lpyrrlre 4-,Aa,a_e-
c6orBeTHHTe BapnaHTlr Ha [oBeAeHLIe.
3a .qa ce cH,rxr,! Ba3MoxHara rperu*a [p]r flporHo3r,rpa'e noBeAegr{ero Ha
apyrl{Te l{rpaqu, or orpoMHa [paKTI'IqecKa noJl3a e cna3BaHero Ha cJle.qHara
IlOCJIeAOBaTeJIHOCT OT ClanKH:
l. onpe4ere,e
Ha nocraHoB*a Ha crparerr{qec*ara 3a\aqa. Tona uoxe.qa
6rre Hsrusaue Ha HoBr.r [a3aptr, HaJraraHe Ha HoBI{ flpoAyrTr,r, npoMrrHa B
TlpfoBcKara noJrr,rrr,rKa, ueHoBr{ npoMeHr.r u up. rlpeqeHKa KaKBr4 ca 6unu
ocHoBHr,ITe MOAeJII,I Ha IIOBeAeHHe AOCera Ha na3apa B ropHllTe C\Tya\uil.
2. OnpeAenrue Kprra Ha r,rtpaq,,re. Or xor,r urpaqu 3aBHcH ycnexrr Ha
/lalreHara crparerur? Hafi-.recro cpeulaHara npeluKa e np[eMaHero, r{e B eAHa
crparerr4r{ecKa utpa ce cp{DKaBar caMo c KoHKypeHTr.ITe, KaKTO U
Qax.ra, ve
MO}l(e Aa rrMa caMo eAlru no6egureJr r4 eAr.rH no6eleu. Ha npaxrrra prrKo rrMa
He3acerHarr,r yqacrHuuu Ha [a3apa. Moxe npunuAHo aa ca nacI4BHU, HO TOBa
He
o3HaqaBa' tle He ca 3alrHTepecyBaHra. Brguoxno e crqo raKa r,rrpara
Aa
NPHKJITOq'I C I,I3XOA ''BCI,I'IKI,I IICYEIIf,T", KAXTO I,I, 3A CbXAJICHIIC, BbB BAPI,IAHTA
BCr4qKr4 ry6rr' Oceeu roBa KparLT Ha r{rpayr.rre npfi aHaJIH3a ne rpx6ra 4a e
orpaHr,rqeH caMo }ra eAHo rra3apHo n[so. Aro cre 4ucrpn6yropcKa KoMnaHr.rr,
ro BbB "naruata urpa" He yqacrBar caMo .4pyru Ar,rcrpr{6yropr.t t4
npor'r3BoAprrenu. I4npavu qecro ca r{ Krrr.reHT[Te - TGproBqI{ na 4pe6no H Aopr.r
rpafinu KJrraeHTr,r.

3. OnpegearHe Ha crparerl{qecKrrre rlenr{ Ha BceKr,r or urpaql,rre. gecro He

caMo Ha reopu'' a u Ha npaKTI'IKa ce np[eMa, qe IleJlure Ha Irrpar{Lrre ca
pauuoHanHr,r. Karo rarasa uel gafi-qecro ce flplreMa MaKcr{Mr,r3arlu.ffTa Ha

94
 MeHrax<utHr

ltcrraJr6ara. floq'ru suuaru ce AonycKa, rle ra3u IIeJI Iue ce npecJreABa c

Ht(oHoMr.rqecKu paqrIoHaJIHl?t Aei4C'tB:,1^r. Ha npaxtura, oco6eHo B KparKocpoqeH
liltat.t, I4rpaqHTe ce BJIHTTT oT eMOII?IOHanHI,I MOTI,IBI,I. ot SUCOTa'ra Ha O6qaTa
MilpKerHHfoBa TeopH, Te Moxe Aa ce I'IHTepecyBar He oT ner{aJl6a, a or
ililiaprru, .[rJi. oT peaJrHocTTa ]la r{oBerrKoTo noBeAeHI4e, BMecTo Aa araKyBaMe
l0 Ape6ura KoHKypeHTlI (Ho c o6uto 30o/o nazapea A,JI, [pI4 Tosa e Hafi-
ltcqeruBrlllrTe cerMeHTH), HI,Ie ce HaXBbpJIrMe Cpeqy paBHocroeH KoHKypeHT
(cr,ruo c 30oh rla3apeH rsrt), caMo 3autroro HI'I Apa3HL HeroBara
" paurroc'roInoc'r".
4. llporuo:rapaHe ,qeficrBllrra Ha BceKI,I or Hrpaqare. Tyr neulara oullpar
/(o pa3y3HaBaUe (ne caMo I{KoHoMuuecxo) Ir npoyqBaHe ua urpavu,e. qecro
opcuaHa fperrrKa e [onycKaHeTo, qe ApyrI'ITe urpaqE Iqe [ocT6nrT TaKa, KaKTo
6ttxrr.re nocrtnulru loue Ha rrxuo Mrcro. fIoAo6HlI Ao[ycKaHI'L ce [paBrr He
caMo 3a rrpeKr4Te KoHKypeHTI,I, Ho I,I 3a AocraBqlaufi, uaprH6opl,I, gzcrpu6yropr,r
H IIOPH XPAftUTA KJIHEHTI'I. IIAPAAOXCA XO C, HO IIPI' AHAJIH3 HA IIOBEAEHUETO HA
rpafiuu're no'rpe6u'relrz Ha onpeAeJleH [a3ap qecro qyBaMe AoBoAI,I or rnna "Ag
JIHqHo He npara raxa." Harrra no-rpy6a rpellrKa or ra3r{ Aa cI,I MI,IcIHM, 9e "a3" -
ToBa ca Bcr4rrK[ ocrallaJrH. Cr,qecrnynar AoKa3aHo pe3yrITarHI'I MeroAI,t, or
(loprrrynupaHe Ha cIIeHapuH, npe3 ".{elr[u" Ao noApo6HI'I crparerl'IqecKl4
trtpoBr.I MOAeJII4, KOIITO IO3BOJI-IBaT MHOrO UO-TOqHO Aa Ce npeABLlArT
eBeHTyanHI,ITe MOAeII,I Ha [OBeAeHI'Ie Ha OCTaHaJII4Te Irrpaq]I.
5. Onpe.qen.aue crpyxTypara Ha crparerl4qecKara Hfpa. KaK u{e ce B3HMar
peueHl4qra - eAHoBpeMeHHO, I,I3OILIpaHO I,IJII{ rtOCrIeAOeaterHO? ArO e
[ocJreAoBaTejrHo, To Kor e Hafi-BeporTHo Aa [peAnpl,IeMe nspBaTa KpaqKa?
fialu rosa ule e eAI,tHur{Ho l,I]tu no-cKopo KoM[JIeKcHo 4eficT aue? 3a Harue
o6rqo ycnoroenue, uafi-vecro I,IrpI,ITe ca noBTapfiul[ ce Karo MoAeJI I4 c
[ocfleAoBaTeJIHI4 AefiCTBIrt. TOSa OtHOeO nOBAI{ra OCHOBHI{.fl B6IIpOC: 3arqO ne
cMe noAroTBenl'l :a urpara?
Kaqec'rgo'ro Ha I,I3nBJIHeHI4ero Ha re3I,I crbrll(u e or orpoMHo 3Har{eHHe 3a
rpafiuu.r pe3ynrar. floAxoAqlqo e Aa 6r,Ae ctsAaAeHa aHarI'ITI'Ir{Ha rpyna,
c1,c'r'aBeHa or ao6px BbrpetuHll aHaJIHTHI{I,I H npl,IBner{eHa BIHITIHH
KoHcyJrraHTr,r. ldeu, ptr rpr6Ba Aa fiMa 3a 3aAaqa 4a "upolrrpae" pa3rugIttl
BL3MOXHU BaprraHTI,I Ha Ira3apHO IIOBeAeHI,Ie Ha OCHOBHITTe KOHKypeHTI',I, KaKTO
u gauzpa6otu araxyBalqil LI 3aIqLITHI,I crparerrl Ha [oBeAeHI{e ga co6cTseHara
KOMnaHr{r. B rasu rpyna MolaT Aa BIII,I3aT U npotfecuouaJlHl4 IIraxMaTI'IcTI,I, Karo
ce r.r3[oJr3Ba CIIOCO6HOCTTa I,IM Aa MLICJIST b HffOTXO CTGTIKI4 B rIepC[eKTI'IBa.

95
 9acr IV. MesaqNurtsT Ha MapkeruHra MeHtraxMbHT

V
- CneAn aa 6rAerulr flpoMeHr.I r o6ulecrnoro u yiracrBa B l(opurupaHe Ha
Xapaxrrpglt ocoEEHHocrI,I HA MEHI,IAXMIHTA c't'l)aTenurTa Ha flpeAnpr4qT]IeTo, KaTo c:b3AaBa yCJIoBI,L IpoMeHI4JIaTa ce
HA BrI3KIITE c rn f yauu, ra 6rre rr3noJr3BaHa v yflpaBrqBa*a;
OEIIIEC'I'BEHOCTTA B IIPEAIIPI,I,ITI{J{TA
- Onpegelxue Ha noreHr{HaJrHr.r r<oH{uuxtz MexAy o6rqecrroro u
ill)c.qnpr.rrrr,rero u pa:pa6orBaHe r{ ocaulecrBrBaue Ha crpareruLr 3a rqxHoro
o'I' BaxHHre
..^-^.!fl'u I:.Iirg:::.I-1 JpeAnparr,e, Ae[crsaqo s nasa lt'r6nnsane;

I#i:.: j:j::rT:iirQi"sG[**rrrrug_"":EtHmH6rd-c]errr{
Aa e rpecrreHo, aKo ." ,rpar,-r. tt - Ocruecrs.sBa HaAexAHa KoMyHr,rKarIu, Ha l,r3rpax4ane Ha AoBepHe r{
HaI'I-BaxHLIre KpHrepua ul,I'pyAHr4qecrBo MexAy o6ulec,eoro il ilpep*ilpt4r'traero, Karo cJreAr,r 3a
ycneuHara pa6ora ,u u."*r-.I1,:* ";";*fi=j-:illll:1|p-gru.
'1'
^_"::eKLIn, He3aBACI4MO
MeHI,IA)I(bpCKI,I /t't,JlrocpoqHprTe My rleirH;
nnetrEh,oh
Ha npeAnpllrTueT) -)eKLI rIpoI'I3BexAaHa '^vJsDIw4Mu uI
OT l'oIeMI4
roIeMr{H
IlJil| BI{.Da nnoDaDA_;-^,,^ _:- -' - Cne1u 3a Ha B3aI4MHoIr3roAHIz orHoIrIeHI4, MexAy
ocBIIIecrBrBaHe Ha H-I{Aa
[PoAy(4I{'' e e@erruruoctra pa3BI4TI,Iero
KoMyrrI,IKaqal,I
- KaKTO Bbrpe
DDrPt B (:'r'onaHcKara cllcreMa z o6rqecrnoto;
opfaHI'I3aIIlIr, TaKa ,,
oDfaHr.r3arrrc T^vo --:,"no:
u K.5M o6rrrenro^*
o6ruecrBoro --^-^
ts caMal
ca.

cbllecrBeHoro Mrcro nrbM

Karo qrao' Tosa np"oonp"o"#i - fpraxn ce 3a npeAorBparrBaHe Ha coquaJrHl.t xou$lur.ru B
Ha Bpr,3Klrre vc o6rqecrseEo.rru.'
vvrrrEurlr€Hocrra. 33l rf peAflpr4rrr,rero 14 3a Eoipvfl pa6oren KJrr,rMar.
nnhq rr, JIIz[ca
c1,xaJreHre nopaAu
cT,xaJIeHIze, _,,_:^T:rrO*MrHTa
Ha Aocrarbqeg onur o-"^^-
T cToflaHcKI'ITe
-^"^^*^'"^'re uyucKrlc
cy6"rrra lhpnnre ner Synr<urar.r orroBaprr aa 6laronpuarHl,ITe B3a[MoorHorrreHr{,
He,4ocralr,qHa a uF'ra
HeAocrarlqHa, I't ui
^ qecro \.brrl
,a Hg
o6clrYNtaue, xpariuu.r.e pe3yrrarrz
14 HeHaBpeMeHHo
o
rloMo,u ,,o HayqHd MexAy cronaHcKara eAraHriua u o6qecrnoro n Hocrr Ha3BaHr,Iero "Ilr6lux
He c'orBercrBror,Pceua
Broxet"" pt"ypar.
Ha D,u^tHure
T rrq pr.rLlefiurr,rrc - Br,IrrrIHa xoaruqu.s". flocneAuara rpyHxqua noAnoMara
Ilougtuero pecypcu. i'

.llougtllero "npt:ru - o6rqec*enocrra,,

"E^.o-,, c ^E--- e HoBo' He e ,uocrarbr{Ho o6slpsraHero Ha nepcoHana Ha fipeAfiprIrrl,Iero c r{er}ITe H 3aAarrrzre, Kolrro ro
ynurbuuapano, aropuo, Koero pa3r[rrHrrre aBropr cH nocraBs. Hapnua ce "fI66rtIK plarefirulnc - BlTperrrua xoaruqlr.t".
cr,rtpxaHr4e B Hero. Tr", ;;;" Brarar pa3J'IaqHb
: ,.:::^:1:
Harara B Haqarloro Ha ocHosa Ha BclrqKo r,r3Jroxeno . tro-rope, aBToptT u{e
pazinpanoA roBa no"l'u '{a ce lefiuuupu *unro ,u. .a I{3rroJI3Ba

-ffi MexAyHapoAHo yTB6pAI4[I4' Ce TepMr,rH, 6es 4UperT eu npeBoA.

H arr ara qp e3
.q,p eKrH
"
:':
c'xaJre,Ire, n 6rnrapcxara";
lH"#T T:ffi *?r5il: ;; fIoA fls6rux purefiurtuc (PR) ce pa:6upar rleJreuacorreur,r, uocro.lHHr{
[paKTE(a [oH{T}IeTo ce aco'I4[pa "Tff J; 868 BpeMero r,r HayrrHo o6ocuosaHr,r 1eitc'tBLrr, no ycraHoBrBaHe Ha B3ar,rMHo-
par6apanero, qe Bp63K[Te e,qrzHcrBeHo c
c o6tqecrne]Iocrra npeAcraBr{Bar H3roAHH oruorxeHru MexAy cronaHcKara opraHrr3all[r. u o6ulecrnoro, r
erHocrpaHHl4Te KoMyHLIKaqI{Iz caMo
or
opraH[3ar\uflTa xrrra o6rqecuoro. H3nbJrHeHr4e Ha KoeTo cr,r cT,TpyAHr4r{aT pa3rr.IqHl{ 3BeHa Ha cTonaHcKaTa
fo"Ma crene, HapyruaBa u*erra,3aroxe,a Tora 4o
B floHrrl{ero ..pubric rerations,,. c14CTeMa.
flocpeAcrsor\a rrlHoro6pofinure
r.r3AaHr,rr r; M.; Orrasta rneAHa ro.rKa PR ce cBbp3Ba c6c cb3AaBaHe Ha flpeAcraBara Ha
Bpr3KH c o6uqecrneaoc*a (rpRA)
BpB3Kr4 c o6rqecrseHocrra-
til,r4l ; ,x?ililTff ;; ffiil:ffi o6qecrnoro 3a opranr43aquara (Soprrar,rpaHe Ha ueitlaug I,rMltAx), noA[oMaraHe
[9] Morar Aa 6rlu,
-J orp",qeJreHu ocHoBHr.rre r{a MapKeruHra rrppr [r3rpaxAaHe I4 [oAAl,pxaHe ua eSexrusnu MexaHI,r3MLt 3a
$yrrruura Ha Bpr3*ure c o6ulecrneHo.rru
----vrDvnuurr4 da
crteAHI,ITe: n, cToIIaHcKara eAlrHHLIa. Te ca KoMyHr4Karlufl'ra c o6ulectnoro I,r noAo6pqBaxe Ha MeHr4AxMaHTa Ha qoBe[rKllre
pecypcH [p]r [peAoTBpaTrBaHe r4Jrr.r perxaBaHe Ha Bb3Hr{KHarr}r coquaJlHr4
- lloAnouaraue u4eurusuKaurrrra
mparerm npu 3aAoBor.qBaHe
ua nafi. 3a opraHlr3alllarra rouSlurrlr, KaKTo r,r 3a c63AaBaHe Ha Kpearr,rBeH KJrr{Mar cpeA cbrpyAHuurrre
Ha r;;;;;;;#crelllHara Ha opraHr.r3arlrrrTa.

:ffiffi.T#;:*"*rlleroc"*"r*"ui".1*i;ff;H;:THXX: CneAosarenHo PR o:rrorap, 3a HaAexAuara KoMyHr,rKarlru B cJreAuare

HanpaBneHr4r: rctM o6rqecrsoro Karo IIrJro, I(6M IlereBara rpyfia [orpe6l,rrenlr
_ fro.qnouara,"
nocTorHHa
;#,",:H;l;,Jj,"Hril;;L, qpe3 noA.q6p;,",u Ha cToKI,ITe r{nu ycflyrl,ITe, Kol,lTo npeAlpllrTlIeTo npeAJlara ga Ilasapa L KsM
KOMyHIZKaTIu go
'fi' BoAeIIIa pas6raparencrBo ,n c'rpyAH;qecrBo cbTpyArllrrlHre Ha [peAlpr,rrrr,reTo. vlilu, c Apyrr,r AyMr,r, K6M BsTperrrHaTa lr
o6ulecrnoro; c
BsrrruHara cpeAa Ha opraHr43arllrsra (rlarypa 4-5).

96
97
 Yacr IV. MeslraxuaHT Ha
MapKerflHra Mcrrlllxurur

PR rperapa no pa3nuqeu rlr,pxy QyurrluoHr.rpaHero Ha opraHr.r3arluara. Ilpueua ce, qe re3u tpaxropu ce

Haq[H ocHoBHHTe B
rroAaBaT Ha 3HaqrrTeJIHo no-TpyAHo nporHo3r{paHe
iIilJTii]L,#Y::::::1O""U3ATA*UJ:fi T::,H:Til:JJ; r.r MoAeJrrapaHe.

::Hffi#:; c6rrecrBr"",,;;:;;;:::ilffi Il; Or rneAna rorrKa Ha PR o6a.re BanrrrHure $axropn 6axa uourz 4a ce
;ff#**Herot4llu ycilyra, porlra- --* r\'vn
na IPR npu wupMupaHe
x,r acu drauupar B cJreAHr{Te rrerr{pr4 rpyfl r{ :
vr4cw\ra Ha
Mucw\Ta n^aanv,,d i,::T:
HA na3apHr,r, cy6exr 0oprrpu* I. Buuuur.r tlraxroprz c fiprxo gefictnue,
o, r,r3rlr{TBarqrr o6parno BJrr,rrHr.re or
" ':;ffi"ffflT:
"r*".ar; rrpeInpHrTr4 eTo;
TexHI,IKIz,
PR cua64xna MeHI,IrxbpcKI4, ' vr,an, KuMyrrlrKaqro
Lrffi ;*;l:^"""::":::&qec*arpoyrrBaHzr;""rixff II. Brurunz drarropu c
-,1^'l^"^,:-:::11
e,.un c HaAex.qHa nprKo gefic.rnue, H3rrr,rrBarlu onocpelcrBaHo
6azara Ha Korro ,o.r, lrHdroprvrarra.s,
ou ce : rz3rpaxAaT AbJlrocpor{Hare
A'J,vwpvanure uerLr
rl,rrr4fl Hr.re oT npeA[pHrTr4eTo ;
frDenrl)HqrTFT^ Mor:ugauasr,
npeArrpHrrl{ero. *r^_._-^_11 pe uer III. Btsrunr.r c KocBeHo
^a_^,,-',.---:_- Saxroprz 4eficrnue, r.r3nrzrBarrlrr ofiocpeAcrBano
. ca
", " ;, T:;':j::::
i. ycra,on.seaHe
1 :":T;H:"T;rffiT
Ha Bp63KI4 Ha B3aI,IMH.
ffi:: ffiype3:lrrrrMar
,vurnra B ltvflHile oT npeAnpr.IqTxeTo ;

IV.BrHrunpr $arropu c KocBeHo 4efic.rnne, 6es srsN4oxHocrlr 3a n:srgeft-

*roloT^::i"o, areIlcrBo, AoB epae
cTBr4e oT cTpaHa Ha [peAnpr,rrTr4eTo.
"*oy "rrAa*arrzre, o"*o,oo"I#iuf
2. llornorr.raraHe Ha D'r(on^r"..^-^^---- --:-'""^"'
npr KoMYHITK ar\ilnra"
'

rlt4rcepl t4 rpy,u, ""tpoprurrrJ

"o*rr::X;;:i:t""t"
3.opraHrzsrzpaHeHaHeopToIoKciuHt4vIHl4I]HATuR7n^,,6r*^.-.-^. BbHTIIHA CPEAA HA OPFAH143,AqI,T.qTA
cnrloreHocr B6rpe B no Iz3rpaxAaHe
"-";, ;-;;;;ffi:j::.,4HI'IIII{arI,BI'I
Ha'
ut"re Ha opra'I't3alrr{rra I IL Buusn
r{a croprHr.r
"*"r"",..Iu
l':"#::H."?,T:;:
:^::-::-"-
Kp6 xoq* o *u'"
"',rou"uue Ha
" 1op.rnrrrp"n.
x' ffi
"*;; ;;;
BecrHr{rlu.uttu/u cnucanut
.,#
l. Brrusu
{axropH
npflKo
c oamoptr c
KOCB€HO
AeficrBtre,
He uo_ua,rro uu*rr, w gp.). ter:icrane, PR - arHuua Koantrutrs tr3trtrTBaUItr
tr3ntrTBAUltr
cpera Ha
"0.",,.,;;i;*IfiffixJ'1;ff;J*.;,.1:ff"x*:x
o6parro
Bntrfltrtre oT
)'.'.i HenpnKo
BItrflHtrC OT
npoMeHIlIBH Ha BbHIl cTpatra f,,
trpetrtrptrqrtrero
npeatrpf,nTtreTo

;:ffim:'1"m.$::^'n'nJl';":"fr";:J;ff l'#,'il::;.1 tIPEATIPII.gTI,IE

r-r

pbKoBoAcrBo ru no.on#.,X'r'J'rrffil::uJrrrnr" Ha *"rrr*up.*oro

Bbpxy re3r.r 4rar<ropu e rocpeAcrBo, .* rdffi"T:rl:';'ffiffi:l#; Ill. Btsmnr ) IV. Bruuuu

MeHHAXM6HT Te ce
AerrrT Ha ABe
- oaKroptr c
rocBeHo
3'r.l' 0aKToptr c
KOCB€HO
rpyIIIlI
1. Brnrrur.r $arropz
:

c nprxo geicrnue _ norpe6rreau, aeilcraqe,

H3nHTBttUtl
,:..s., aeiicrare,6e:
Bb3MOXHOCTtr 3a
PR - BTTpEUJHA roAJ'r,luI{,
KoHKypeHTa, HopMaraBr{o_3aKoHoAareJrua AocraBr{uq}r, uenprro o6paruo Oa
.a ar3AeficrBHe or
yper6a, AtpxaBHr,r l.r a!3neficrBtre or cTpafla Ha
opraHl43aqrrld, uy6nuvHu o6uluucr<tt
,rHcrl,rryrlr{a, npeaopurTueTo NPEINDHNTtrCTO
6r,ruaHcouo_rp epurHuyqpexleHr.rr;
2. Bruruuz $axropn c KocBeHo geficrrue _ o6ula
I4KOHoMaqecKa cu-tyal\ur, TexHOIOfurrHo ,orrrrr""nu ,
pa3BI'ITLIe, coq[IoKyJITypHI{ @rarypa 4-5. Bsaur\aogeficrrux MexAy Bpa3(r,rre c o6rqecrneuocrra r,I
orHollreHr.rr, perEoHaJIHI.r
xapaKTeplrcrlr*n. 86HIUHaTa CpeAa Ha OpraHI,r3arlrlrTa
Cqura c€, qe n Teru ueurplr rpynu ca noApeAeHrz rro creneH Ha BaxHocr sa crouaHc(ara

":ff ::ffiH:
opraHl43aux, I4 rro Bb3MoxHocr ea nefiHo BnHrHae B6pxy rrx.
x:;ru;,;jlx;*i4b##'"*"ffi:lxJ;ffi
rfa.roplr
ca [o-BaxHara rpyla
$ax.opa' .orr"
B ntpBara rpyna ce BKJrroqBar cJreAHr.rre rlaxropu: no'rpe6nr:erz,
ars4eficraa.r ,c "
"rt' cBorra npoMrHa aHAr.IpeKTHo ll ""orr. creneu
g no_caa6a AocraBtrHrIr,r, rf uHancoao-rcpeAr,rrHr,r yqpexAeHr4.rr.

98
99
 9am lV. MersaxutHr Ha MapxerrrHra

Bropara rpyna ctAbpxa abpxaBHrrre lt o6r{r,rHcKr,rre

r{opMaTr4BHo-3aKoHoAaTeJrHara ypeh6a r,r ny6rr.rqHr.t r,rHcT}rTyrluu.
B rperata rpyna Mrcro HaMllpar re3r.r KocBeHI{ BIHIIIHT,I
KOLTTOnOAJreXaT Ha HTKaKBO HenprKO Bb3AeficTBLre oT cTo[aHcKaTa eAHHI{tIar
Taxusa ca: TexHoJrorr{qHoro pa3Br.rrne u per[oHaJrHure ycfioBlrr, B I(or,ITo c6
pa3B14Ba IIpe.qnprrrTrreTo.
B nocae.quara, qerBrpra rpyna nonarar Qarropare, KoI4To He floanexa!
na o6parno nrtgefictane or croflaHcKara opraHr.r3aul,rr, a I,rMeHHo o6qara
n oJrr,rTr,r qecKa H u KoHoMI,Iqe cKa cnTy a\vfl .

Tona pasleleHlre e ycJroBHo r4 [oKa3Ba caMo noreHll]ranHlrre cBeplr Ha

Aefinocr Ha PR. 3arosa e neo6xo4urr,ro [paBr,rnuo uayvnoo6ocHoraHo
ocbrrlecrBrBaHe Ha Bp63rr,rre c o6llecrneuocr-ra. Or Apyra crpaua,
Bt3MoxHocrl,rte ra etsgeftcrBr,re Ha MCII ca 3uaqr{TeJrHo no-MzuIKLI or re3r,r Ha
ocrarrar'rr4Te cronarrcKr,r cy6er<ru. 3a 4a 6r,gar e<lrexrusua Bp!3KHTe c
o6rqecrneuocr"Ta u B MCfl, e Heo6xo4uuo r,r3[oJr3BaHe Ha MoAeJrlr, npunoxr.rMr,I
B npeAnpI,IrITI,r, c raKaBa roJreMI,IHa. Ocnornoto, Koero orJrr,rqasa MCII ot
noJIeMuTe npeAnpLIrTHs, ca, oT eAHa cTpaHa, 3Haqr,rTeJIHo IIo-MaJIKr.rTe
dxtnaxconu B63Moxrtocrr,r, a or Apyra - no-roJrrMara rtBKaBocr npld
(ropunpaHe Ha lroMeHKJrarypara or npeAaaraHr,r ycnyru nil31elul.
Karo garaloqeHue MoxeM ga o6o6quu, ve:
L flparuaHo pa3qereHr.rrr MeHrrAxMtHT na PR e B ocHoBara Ha ycnexa Ha
cTonaHcKaTa opraH?I3aur{,
2. PR srsgeicrBa ycflerrruo B6pxy BtHurrrara r{ BtTperrrnara cpeAa Ha
opfaHu3arlnrTa.
3. EtpertranHocrra Ha PR sanuclr s Hafi-rorlr\4a creneH or r.r3rroJr3BaHlrre
Hayuuoo6ocHoBaHll MeroALr Ia MoAenr{.

100
 MeHutrxMrHT

fr,lsl V
Orosqnnun HA qETBIPTA rIACT

Mapxeruum e couI4aJIeH I,t ynpaBneHcKu npoqec, upes rofiro orAenHlrre

vfiAvtBuIt4 H rpynu oT xopa nolyrraBaT ToBa, oT KoeTo ce HyxIaqT, qpe3
pa3MsHa Ha npoAyKTI,I u ctofinocru rloMexAy cu. OcnoeHata IreJI Ha
MapKeTr,rHra e noBr.rllaBaHe Ha craHAapra Ha xI,IBoT Ha xopaTa [ocpeAcrBoM
npeAnaraHe Ha na3apa ua ueo6xoAl.tvrllre 3a pa3BllTuero Ha orAenHara JII,ItrHocr
u Ha o6urecrsoro Karo I{rno npoAyKT[. OcnosHLI eJIeMeHTI4 Ha MapKerI,IHroBlIfl
npoqec ca: uorpe6nocr; xeJIaHIae; Tbpceue, npoAyKT; pa3Mrna; cAeJIKa; rla3ap.
OcHogHr,rre MapKerHHroBI,t KoHqe[q]II4 ca: KoHIIe[q[r, HacoqeHa Kt,M
npor43BoAcrBOTO; KOHIIenUB.f,, HacoqeHa K6M [pOAyKTa; KOHIIefl qur, HaCOqeHa
KBM npogax6ure (trproacxa xoaqeuqux); KJIacLIqecKa MapxerlrHroBa
KoHUerIquq colluaJIHa MapKeTLIHTOBa KOHUenUUT.
I.I

Maprerlrur-nrrctt o6xsaqa KoHTponupyeM[ITe [poMeHnI,IBIt: [poAyKr,

npo4ax6ute.
ueHa; [nacMeHT I{ crI,IMyJIupaHe Ha
llasapuoro npoyrrBane [peAcraBnrBa cr6upane'ro, araJru3a I,I AoKnaA-
Barrero Ha BcuqKI,I drarru, seo6xoAurrau ia npegnpLlarl4ero ou{e npeAu
npor.r3BoAcrBoro Ha npoAyKra (rarno, KaK, Kora, KbAe Iqe 6t1e npor.reoe,qeno)
po xpainoro uy norpe6aeuve u ropv, cJIeA ToBa - Ao erana Ha [peAocraBqHe
Ha ycnyrr4 cne.q npogax6ara Ha IIpoAyKTa.
Crpareruuecrilrr MapKerI,IHroB aHaJII43 I{Ma 3a l{en Aa I43rcHIt MI,IHanoro H

cefarlrHoro clcroflHl,Ie Ha rlpeAnpl,Irrl4ero I,I TexHIt-s 6tAeur [oreHIII,IaJI. Cnopeg

MoAena na BCG, npoAyKTI,ITe Ha [peAnpl4rrHero ce pa3Aenqr B qerl,Ipl,t tpyrtIa,
B 3aBr,IcuMocr or orHocI,rreJIHI,L na3apeH Aqr, B cpaBHeHI,Ie c gafi-roneuus
KoHKypeHT lr FoAr,rrrrHru reMlr Ha HapacrBaHe Ha Ila3apa Ha AaAeHara gefiHocT :

,, Btnpocr,rreJrH u",, pBe3 g14",,,4ofi nu rp anu" u,,Kygera".

SWOT-ananra3tT e MeroA, npu roito ce auaJrl{3llpar cl,tilHlrre u cna6ure
crpaHlr Ha npeAllpl4rtIae'ro, 6laronplarrxl,ITe BB3MoxHocrI,I I,I 3anraxlITe or
cpeAaTa.
Teopuxra Ha r,Irpl,rre no3BoJIrBa Ha MeHI{Ax6pI{Te na B3eMar
crpaTerrrqecKH perxeHl4, B ycroBu.uTa Ha HeonpeAeJleHocT, cB6p3aHa c
noBeAeHr,leTO Ha KOHKypeHTIITe Ha na3apa.
IIoa flr6nur pl,tfiefirxbHc (PR) ce pas6upat IIeJIeHacorIeH]I, flocrorHHl4
BlB BpeMero n Hayuuoo6ocHoBaHll 4efictanr no ycrauoBrBane Ha B3aIrMHo-
r,r3ro.qHr,r orHorrreHr.I.q MexAy crorlaHcKaTa opraHl,I3aqll l.t o6lqectnoTo, n
I,I3nbJIHeHHe Ha KOerO cu cbTpyAHLItlaT pa3JII,IqHL 3BeHa Ha CTOnaHCKara C-Ma.

l0l
 Hacr lV. Meslax<uLHT,Ja
MapxerxHra Megunxutgt

JIPI TEPATYPA KbM IIETBbPTA TIACT

r,"rr*esa, Xapar.repxr oco6exocru

l,**:::,::,- I:y.::,_
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pa3Barl'l e, ISSN I 3 I t -4s06, i";. ;,
Ul;;:';::ir
Codraa,200l r. H;"'rZ:;:o: IIH onaqraoHEH M EHrrAxMb HT
2. Elaroea, Bece,lur, Mapre.ranr,
BEKKO OOA, C.,199g.
llporpecr,r e npHpoAeH 3aKoH.
Opaxcoa Mapn-Apye Bo.nrep
cnoco6uocl, tr{K ,,CoSrrpeill,,
C.,2005 r. Ifa.nara rrcruHa MnHaBa rrpe3 Tp, erana. flrpno, cMrra,a e sa a6cypa. Bropo, rr
5. Belee, Mlagen, ynpaueuae
Ha e HacrrJla cfinpaua, Tpero, rn e npueMaHa 3a oqeBrrAHocr.
"Co$rrpefi4,', C.2005.
MapKeTLIHTOBII g MtLKc,
Apryp llloneuxayep
6. fanuer, flaHafor, O. Touon, LIuAyctpnateu agxeHepapr
MeHH.qxMaHr, C., 1994 r. HoeoarnegeuulTa ("in"= "BbB" + ,,novus" :',HoB,, Il]) ryx6ra Aa ca eAHa
7. Kor:ltp, Qunun, ynpaaleuue ()1' npaopl,rretnu're o6lacrr4 Ha pa3Br,ITI,Ie He caMo Ha rcxro 6urapcro
Ha MAntr errEro /a_--._-__-
yrpaBreHr.re Ha oro croraHcrBo,,,*r".r*#:l;l1Tlo,?lr, o" rrpeAnplrrrl{e, so !r Ha Haqr.roHaJrHoro cronaHcrBo Karo rlrJlo. Ilpuvuuara :a
n a3 apH
,oru", fL, Texnlrrrz Ha MapxerlruroBoro [poyrrBane,
#" 'loBa e, qe Bce floBer{e eKCTeH3HBHOTO pa3BI,ITI,Ie He CIOTBeTCTBa Ha n6T' 3a
,rrrta C., Eaaxaunpec, rrocl'l{r-aHe Ha KoHKypeH'rocnoco6gocr s rro6arHr.Ix crrr. I4uonaqvTTe Ca
9. Canadian public Relations 14Hc'rpyMey t)'!t 3a noBr.rrxFBaye eQex113ryo.gT1a.Ie-gp.9AnpyaggTq-Ei..Ei_.:.
Society _ www.cprs.ca
L., Management of Corporate Communications, ure l1:Y,:91a1.
1r9{-gJ1 ueHa Ha rpyll .{_?1s-r(oHKyB.eHrHo npg{4MqTBo.
,rrJ8r#;if;Trobert r994 flol:ure
o'r raHoeadfir,iid.uorar 4a ce rtpcrr B cJreAHHTe HfiKoJrKo acneKTa:
i L Inrernational public Relations
Review _ Frontline 2l
- rrpeAnplrfiTl,rrTa npor{3BexlaT npoAyKTu c roJrrMa cTeneH Ha HOBOCT,
Ph'' G' Amstrong' Principles of Koero rpeAoupe49lr-1!-gg-q?fe_y-{
Marketing, prentice !3:1p3;
*.."J,'i[it'tr' Ha1, New -
_:p93 .9P-9I'Ir-9 .!lSA9Jtan*\!BeAnplrrrE{.Tq._4Po.4ar:
-u{-o-I_o_j:e"golorll H
13. Kotler, ph., Marketing Managernent
3Hq44^L, rrO-MaJrKO TpyA 3a npor,t3BoAcTBO r4 He3Haqr,rTenHo MaTepr4aJrr.t tr
,,"0,:T":11i:,,j^g Analysis, PIanning, cypoBrrur, (xovrro :a Er,nrapua s o6quq cly.raft ca aerbnqrntuu);
prentiIe r"i,, N"";;";,*,
9*o*World Congress2000-_
public Relations ,#i - npol43BoAr.IlQrtsocrra Ha rpyAa. r_M1,_- K.oero
20001 conference featuring issues,
'-e-"_:f Tyl"g: :o-rof
AoBexAaaocKoK'"pxLr.3HqIII..r"4--c_I3l1Agp,I_H-4--t(^SpAlqi
15. **:t Bprsr<z c o6,Iecrne,ocrra - npeAnpr.rrrr.r.rra_ cb3aaB.ar-,!l-69_lgt- ,-g_.r?.J-g*?tlgurl.._r4-.Mo_49rr{!r yMqr.r
,n r,r3r_paxraHe Ha
ISBN 954-8t294-17-l AoBep ne, Cy, 1996r. xopa, Karo no ro3r,r Hqqr,ru ee .crrrMylrupa.,,pa)KAaHer-a]_l.Ee
IoBo rroxofleHrre,c
16. prronoAcr:ro KopeHHo pa3nlrrreH MaHTallT:fi
*ourrr"irX"-TilH: ManKh LI CpeEHil - t3:{1uT**-cj ..
,peAnprz.qrr.r, o,
#:ffiH"; C., BKilOEM,2OO3
.eKolggg,o-6p;ry-u4 '.I!*?4y-ITr, nocpeAcrBoM
erolorocro6pa3Hl,r rexHoJlorll[, B exolorocto6pa3Ha cpeAa, Karo rro ro3r.r
17 . http / /www.afthuredams. com/
: Haqr4H ce rapaHTlrpar He caMo MoMeHTHr.rre rroJI3I{ Ha o6qecrnoro HO l.r
ycrofi .runoro My pa3Br.rrr,re;
- r,r3Ar.rra ce r,rMI,IAx6T ua o6ulecraoro,
__-"'*^--1 cb3Attrro raKaBa uKoHoMr,IKa.
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 Yacr V. I4sosauuoHeH MeHtrrxMbHT
Mesr,[xutnr

lly,ru(H're Ha o6qecrBoro _or .1,011 _{_3Ae-!rl,, ycrlyrl4, rexHorlorrrl u

yltIIBfler.rcKlr ycb.Pbptn_e"HgTP3llU, TnACxaUg qqg{e--clBeHoro pa3BIrrI,Ie.
tlacrra or MeHlrAxMtHTa, Koqro ilMa 3a o6eKT l4HoBal{vnre, a 3a qeJI -
I. Cr,ulHocr
CfhBk'rLIBHoro ynpaBneHrle Ha I4HoBaIII4oHHara AefiHocr, ce Hapuqa
HA HHoBAUI4HTE

HlloBaulroHeH MeHITAXM6HT. TaaU O6naCT OT ynpaBJreHI,IerO KaTO HayKa I,I

Ha I4HoBaIIlrle- e HavqHo
-""rf ::TI#;"r;lJo*""llero
cBeroBeH
Harpar pnltccrBeHa [paKTraKa HaM]rpa KpafiHara cu OopMa B T.H. ,,IrKoHoMI4Ka Ha
Malqa6' Mnoro
rBop{r ra3r4 .-"..,^j::':i
rBop{r B ra"t^ npeAMer,a o6racr. curr,""p";r;^;;".;r;#;# "u ,r.rr.", 'lllllll Hero".
arauuo4efictnvfr a Apyt]l4
HarrpaBreEr{, B MeHt aAx(MBHTa
ttpo6aeualrra uuoroo6pa:au'
npo6aeuar.ara, n,-^..,'^r.-^^--- Ia ce oTHacl
,r".:1,.:::1" r'nKyBaHe Ha repMrzHa
no ;;;r" ;;#;il"H "urnr;:ri I llvrAosp HHOBAUHH
,,rrorur\ri,, 121. Ha IrHoBaIIuoHHara gefiuocr
Eapner pa3rJlexAa r,HoBaul4rra Mnoroacnex'rHocrra npeArlonara
o, araoru,a,','
?or{Ka I43MeHeHHe
t3l - ,r,o,uu,,';- ffi;#'J::f MI'I.'JI' i':1i
noBeAeHI4e' Koero e
Ha Hosoct l0tncud)HKar{u, Ha I4HOBaU}rI4 nO pa3nI,IIIHI,I KpI,ITepil[. BUAOSeTe I,IHOBaIII4I,I
KaqecrBer{o pa3rl,IrrHo
KaqecrBeHo nA?truuu^ o.tBcvttKu ^""" E nuBo,
HoBo, 3aulol
3arlloro r:ilopeA 12 pasnllvuu KpurepH, ca EaIleHu B ra6rnqa 5-1 [1].
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E 'l'orasa npoAyKTET fi3fiflaura -B-:,yqKLI
a< H ,,rurrr.rnu !gy.a-rou. Ar<o upeAuurHl4re ABa erana ca upoBeAeHa ycfleulHo'
frx E{
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o.nacHocr or {olKyP -eHgl4rra (rtaar<ap lt
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tr MopanHo ocrapflBa,e' - ro ce sa6ens3Ba HaMaJLBaHe Ha
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113
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rrpellrrpr4r't.fieTo e B eTara Ha 3peJrocT r.t Moxe Aa ocHtypu Il.l.onpegerrrrre Ha ocHoBHI-{ I, AonbJIHI,ITeJIH,l TexHI,IqecKu'
cpeAcl'Ba; HKorroMI4'{ecKt4 Lt Apytr AaEHI'I 3a paspa6o'rnanoro t4 3AenI'Ie;
- MOparHoTo ocTap.{BaHe Ha npoAyKTa BIr{re
fiprKo Ha xu3HeHr,r, ll.2-uss,c1ssaHe Ha BapuaHTLITe Ha Bb3MOXHIITe pelueHlt.f, . YCranosqsaHe
Ha r,rHoBarIlIoHHOTO r.r3AeJlr4e; 3a Aa ce 3aA6pxlt ttCrr6esOcrnte Ha pa3II,Ir{HLITe BapI{aHTI4 L Ha TeXHuTe cl4llrrr4
Il cla6U c'rpanU'
TO MaKCT.IMaJIHO AbJrro
erana Ha 3peJrocr, e Heo6xo4zuo nao4ra$zqapaHero
My; ( ) t t
1
relelaue rra c'rofi goctrutre noKa3areJII'I ;
- cr,KpaqaBaHero Ha dra:ara ua pa:pa6otnaHe
ce orpa3rBa ll.3-urer,prunaHe Ha cpaBr{I,ITeJIHa OUeHKa na paSpa6o'reHuTe BapI'IaHTL I'I

rra npernparrr{ero rro safi_ualro KaTo ce I{3B6pIIIBa O6ocnosra Ha

ll,rfrop ua onTI,IMaIeH BaPzaHT Ha I,I3AeJII4eTo,
1,1
ABe np[qr,rHr4:
l. Ocrarypxna ce Jrr.rAepcKa no3r4rlfi, npeA r(oHKypeHTr4Te; tt'r6opa;
2. fle.{era ce BpeMe 3a MopaJrHo ocraprBaue (zsnpeeapear II.4-cpanureaHe rla KaLreCTaeHIrTe IIOKa3aTeII4 Ua paspa6o'rnaHu, BapI'IaHT
TCHACIIUI4HTC B
PA3BI,ITI,IETO HA O6TqECTNCUI,TC HA.JIACI4 I4 I,I3ACJIACTO MOXE f1,c aaaaaeHr,ITe IIOKa3aTerrlr tI Il3BbplrrBaHe Ha KopeKIII{r Upn neo6xoAI-IMOCT.
A6nro BpeMe ga e ax.ryaluo). ETA|I III) Etau ua pa6o'ruu.x npoeKr' TosI4 etan BKrltorrBa:
- ,ra,cr.rpaHe Ha u3*errile, [peA]r ro ga 6l4e pa3no3Haro
o:r no,pe6urea III. I _parpa6otBaHe Ha KOHCTpyKTI4BHLITe pelueHl4, KaKTo 3a oTAeJIHLITe\My
Karo noJIe3Ho, Moxe AbnrocpotlHo Ia IIoIIpeqH 3a HeroBoro 11,3JI1.I, TaKa v 3a v31enuero Karo uxlo;
paapa6orBaHe Ha KoHcrpyKTopcKara
vcflerr
BI]CIP'BAHC. J()r(yMeHTaUur;
Heo6xo4lrvo e Aa ce HanpaBr.r yror.r,eHr.rero, qe I{3AeJII,eTo H I,I3BGpIIIBaHe
IIl.2-ruo4e.rrupaue Ha Ha CI,IMyJIaIII4, 3a
ro3r{ MoAeJr e B cr4Jra Ka
3a HoBr{Te n34eililfl, TexHoJrora}I U ycnytv, TaKa r.r oilpeAenrHe Ha eKc[JIOaTauI4oHHI'ITe My [oKa3aTenu;
3a opra,l,r3arlrorrd-
ynpaBneHc*rrre HoBoB,BeAeUaa. rlpu r,rHoBarlr{r,rre Ill.3-rraapre.rr.ruron aHalII3 3a cboTBeTCTBUe Ha KarIecTBeHI4Te
c KocBeHo nrsgeficrrue
B6pXy 3aAoBoJ,BaHe Ha HyxArrre Ha KrileHTa
tpx6ra ra ce yror{Hlr, ve xapaKTepHCTI'I(I{ Ha I'I3,[elUeTo c TbpceHlrTe Ha na3apa;
te cdul0
cT,rrIecTByBaT, 3a Aa cb3AaAaT KOHKypeHTlro
npeAHMCTBo IIL4-auaJlus Ha peIueHI4rra 3a eKoJlorocto6pasuocr Ha I'I3AeII'Iero;
cJIcAoBarcrIIo ,I4KL,T'T Ha r-'IxHoro
3a npeAflpu.{Tzero I Ha TeXHOJIOTHIIHI-{Te pemeHnq 3a H3AeJII'IeTo I,I
e B TrcHa B3auMoBp63Ka III.5_parpa6ornane
rorrz Qarr. ',plrnoxeuae c.
My t{acrll; or!opruaue Ha rexHororplquara AoKyMeHTa[I'L HA
cLcraBHI{Te
HjAeJIHeTO.
ETAII IV) Eran na c63AaBaHe na pa6otnur flpororl'Iu'
2,F,TAflW IPLI PA3PAEOTBAHE HA NPOAYKTOB14
H TEXHOIIOII4qHH I4HOBAUI4LI
IV.1-uapa6orBaHe r4 r,r3nnTBaHe Ha onIITeH O6paleq 3a onpeAeJlrHe Ha
XapaKTepl',lcTI',tKI',I;
Moxe Aa 6t4e uanpaseHo cJreAuoro KparKo onr{caHue Ha ETANI4TC croTBeTcTBI,teTo Ha H3AeJII{eTO CT'C 3aAaAeHI,ITe KaqecTBeHI'I
npoueca Ha paspa6orraue Ha 4efiuocru:re.
HA
IV.?-r'aoaerrupaHe Ha IIpoI{3BoAcTBeHaTa c[cTeMa I4 I,I3BbpI[BaHe Ha
I)
ETAfI llpoyvnareneH erarr (r,,rapxe.rranr Ha rz3Aerr{ero).
Texur.rxo_
cVMynat\L|fl3aollpeAen'HeHaoIITIIMaJIIIU,BapI,IaHT;IIoAroToBKa3a
r,rroHoMH.recro 3aAaHlre. BKnrcqsa cneAHHTe BHeApqBaHe;
orpynHeHr.r 4e[Hocru :
I.l-onpeaen.ffHe ua norpe6ureJrcKr.rre BKycoBe, IV.3-nsn.rpurnaHe Ha KopeKrIUfl Ha KOIICTpyKIII4flTA tilu TexHoJlorl4qra Ha
na3apHara Hrrrxa u Bt4IA
norpe6atelu, Kor{To lqe ce I4HTepecyBar or [3AeJrlrero; ra3AenI,Iero npn ra6el.x:ana neo6xoAt'ttt'Iocr'
I'2-oupeqearue Ha KarrecrBe,r,rre xapa*Tepucr,rKra, ETAII V) Etan na BHeApf,BaHe Ha I'I3AeJIIEero' Tyx ce BKJIIorrBar:
Ha Kouro rpx6ra ga
orroBap, fl3.qerr{ero: HarexAHOCT, V.l-r.rcpa6otnaHe I'I I43nIIrBaHe Ha HyneBa (npo6na) cepua;
$usuroxzuruHr4, MexaHilqHu, ecrerrrqecKr,r,
eproHoMI,trIHI4, eKoIorurIHI,I 14 Ap. ;
V.2.t<opurupaHeHaAoKyMeHTaII[,Tanope3yJITaT[TeoTHyJIeBaTacep}If,;
I'3-onpeAen'a'e Ha r'IKoHoMI,IqecKLITe V.3-n:pa6o'rnaHe II I43rlI4TBaHe Ha peAoBHa KoHTponHa ceplaq;
[oKa3arerl,I, BKJII.T{I4T.JrHo
npeanoJiaraeMa rleHa, Ha Korro Iqe ce npolaBa l,I3Ierr{ero, nrag, 6poi V.4-xoperunr Ha AOKyMeHTa:\ufl-ra no pe3ynTaTure ot uspa6oTBaHeTo Ha
r.r. H.
ETAII II) Eran ua uAefiuus [poeKr. Bxnro.rBa crreArrrire peAoBHa KoHTpOJIHa CepE,.
4efruocrrE:

It4 115
 tlacr V. HgoeauuoHeH
MeHtr.{xMbHT
Megurxutsr

lrana III B Hacroquruq yiIe6HI4K IIoA KoHKypeHTeH I'IuxeHepuyr IrI9. pas6rpaue

CbBPf,MEHHI,I METoAII 3c, MEHIIIAXMbHT Me'f oA 3a pa:pa6ornane Ha u3re1rvtfl, 6:zlP?I .ll3 u?[-spaute nocrl4xeHg' Ha
HA IIHOBAIII{OHHT{, IIPouBc
r.,,nrnrorrpu-ara rexnnia'.y*lp-gip-q"ylg" -oclllyPryaggr{-1.1T9, I{ .q4 c-n,9.u4$4vnu
McloAI4 31 KoIe{J4!-H-a. P.?!om, rpl4 Konro ce:
l. flosalzser_In, t4 cT,BpEMEHHH METoAH I )H ananrna BpeM ero or 3apaxAaHerq" La-.II9::9. A9-lPg1lP.gncrBoro Ha

ho6arzsaufi lr.ra Ha rzxoHoMrzKa nocraB,

r r ( ) rr orolSIErq6-[rfil"*"i,it "ro r'ry tru n qr +Pq;

r,r3r4cKBanu.a npeA npe,qnpufrTuflTa

Ha npeAen nJraH 2)pa:pa6o, na ce
I{?Aqnu.e .9 lgYuq- rtpcQnlare -or .fla?".?p-?-.5-e:ecrBeHl'1
npr.r pa:pa6orBaHe Ha HoBH H3.(eJrlm x apaKrepLIoTI,IKx;
3)onruvr,r:upat ce i-ranpaBeHl.ITe pa3xoAl4 3a - pa3rll4quvre Qa:u Ha
- ycroprBane ua $asata ua paspa6orranero;
H I rx(eHepI,IHrOBI'L IIpoqec.
- HaMarrBaHe Ha pa3xoAr,rre, cBrp3aHrr
c Sasara ua paspa6ornane;
- IIO-IIbIHO 3AIOBOJI,,IBAHE HA XCIAHHTC OT KJII{CHTATC KAI
xapaKTepHcTHKr,I. 3, BT,SI\4O)IF{OCT 34 CI,BMECT'BAHE HA ETANHTE fIPH KOHKYPEHTHI4'
3a la orroeoprr Ha re3lr u3ucKBalnfr
ca c63IaAeHa peAxrla ueroAu. I,IHXEHEPI,iHT
qecTo I{3noJI3BaHIiTe H
oT Trx ca:
- KOHKypeHTeH r{HxeHepr,rHr; Ycneu[roro cBBMecrrBaHe Ha era[I'ITe ua ([asata xa paspa6oraaHe Ha
- o6pareu r.rHxeHeptrHr; ilHOBarIuoHHI,ITenpoAyKTHMOXeAaceI'ISBEpIITHBR3OCHOBaHa
- napaneneH noAxoA sa Xosna; pa3qneHrBaHeTo r.rM Ha 4eftnoc.rn !I eAHOBpSMeHHOTO fi3nbJIHeHI4e Ha Te3I4 OT
- Merol Ha riHxeHepHocrofiHocrHus .l.rx, Kor4TO r4MaT eAHaKBr,r dlyurquu. Toea e nprIqLIHaTa Aa ce II3CJI9ABaT KaKTO
alanil3 u Ap.
tfaxropr,r.re, Bfltrrerqlr Ha npoueca Ha cbBMeCTrBaHe Ha eTanI4Te, TaKa I,I
3a.&aql4Te, I'I3[6JIH,BaHL no BpeMe Ha pa3nl',IqHl',Ire sasu Ha flpoqeca Ha
2. CbUIHoCT HA KOHKyPEHTHH, I4HXEHEPHH|
14HxeHepr4Hr. @nrypa 5-4 npeAcraBarBa oKpynnena 6IOrOSa cxeMa Ha
KourypeHrHzar rrHxeHeptrHr IKU/ e Aeftuoc.ru.re Ea I,IHXeHepuHroBLrq [poqec r uusoprraaquoHHl{Te Bpb3KI,l MexAy
eAHa or ua6_crepeueHuure
KoHuellqlla ea paspa6otraHe ua npr4Hrl]rnHo rrx. .(efiHoctl,Ire ca crpyKrypvpatt4 stpu 6noxa:
HoB]r r43AeJrux. Haqaaoro ua
HeroBoro npaJroxeHue l.a-rfipa or Kpa, - llrpru 6lorc : utpaon av,annl4 MapKerI'IHroBI't rtpoytlBanllq;
ua g0-r" roAr.r,r{, *uro ooa"au au
It3BecrHI'I peAI'Iqa HeroBIz olpeAeJreH,r, - BTopra 6nox: ctgAasaHe Ha I'IHxeHepI'IHroBI'ITe peIueHI'L;
a*rle,T,tparrlrr Bbpxy pa3nraq,r,rre My
xapaKrepHr,r qeprr-r ,r - Tperra 6nox: a4antaqu.fl Ha llHxeueplluroBlrre peIueHI'L B peanHll
,He ccqeqTlyBa eAilHHo nq-l4-era aeQunuuus. Brnpexu
ToBa Morar 4a ce Hanpbi.ar cJreAHr,rre ycr oBI,Is ( nnegprsaue).
r,r3BoAr,r:
1. Me'ro4r.r Ha KH HaMaflrBa BpeMero Kpafiuum pe3ynrar or I'I3B6pueHara I'IHxeHepI'IHroBa pa:pa6otxa e
sa paspa6o*aue Ha trp,rHrlr.rflHo
HOBI,I }I3.IICII,i'. ,I3Ae[I,Ie c xeJIaHI,ITe oT fla3apa KaqecTBeHI4 xapaKTep}IcTI,IKI,I, KoeTo oTroBap,
2. flparunuoro H3rroJr3BaHe ua KZ rapaurupa Ha r,r3l4CKBaHI,Irra 3a npol'I3BOACTBO.
nocrrzraHe HA MAKCI]MAJIHO
Br,3MOx(eH na3apeH Arn.
3. llpra fi3rron3BaHe Ha MeroAa ua K?I ce yBeJIr.IqaBa
Kar{ecrBoro Ha 4. OAKTOPI4, BNI4,EUII4 B.bPXY CbBMECT,BAHETO HA ETANI4TE HA OA3ATA HA
paepa6ornana re u3;.eflufl,.
4. I1pu rpr,rJraraHe Ha MeroAa ua KLI ce fiocrura
PA3PAEOTBAHE
onrr4Mu3lrpaHe Ha
pa3xoAr,rre sa parpa6ornaue.
flpu creuecrrBaHe Ha eTaIIlrTe ua Qasara ua parpa6ornalle BiI[1rHI4e

oKa3Bar clIeAHI4Te if ax'roPtl :

117
 MeHu.uxMbHT
9acr V. 14sosauroHeH MeHtrrxMbHT

l) Caoxnocrra Ha r,rHxeHepr,rHrdBr,r.a [poqec. C o('r,lrlecrBrBauru 4efiuoc'rrre Ha e.qr'IH npoqec na KII Aa o6ctNAa'r B MAf
yBerur{aBaHe
cJroxr(ocTTa Ha pa3pa6oTBaHoTo r43AeJIAe HapacTBa 1t,'r1r,rKB?IrIHTe B xo.qa Ha pa:pa6oTnaneto npo6leMll' HapacrBa pontra Ha
6poxr ra auarr ('l(h. Hafi-ntJlHo Herar[BHlrre crpaHI'I Ha roBa orpaHl'IqeEl{e uorar Aa 6lAar
HHxeHep,Hrosure refiHocrn, cBap3aHr,r c6c cb3AaBa,ero
My. yBerr{.reHlrerb
6poa ua erarrr,rre r4 noaerarrvre B63AeficrBa Bbpxy 1,r,c,rpaHeHr4 nprr r,r3rroJr3Bane na Ino6a:ruu unipoprr,raulroHHg Mpexu lfvl,l|ll u
cJroxHocrra Ha npouec;
KIrl ocnosuo B ABe HanpaBJrerrr{r: lu' r lpaxAaHe n a B up'rya.nrua npe4rlprrrrl'Ir.

- ycJroxHrBaHe Ha 3a.qar{aTa, CB6p3aHo c 4) Howrre rexlrororrlu r r,rnQoprraaql{oHllllTe cI4creMI{ (rorunrompua

T6pceHe Ha o
c6BMeCTrBaHe Ha pa3JIUqEr,rTe 'r'oxHr{Ka, nnQoprrlarlnoHHo ocl4ryprBaHe I'I KoMIIIoTBpHI{ Mpexu). Huno'ro Ha
Aefi HOCTr.r;
- mfi raro eAHOBpeMeHHO rpx6aa u1(toprrlaquonHrrTe cr.rcTeMr,r sa o6N4eH Ha AaHHTA MexAy oEBMeCTHO pa6OrerlU
aa ce H3nbrHrBar floBeqe eraflil
noAeTaIIlI, [peAaBaHeTo Ha AaHHr.I MeXAy npoeKTaHTCKriITe cr(Hflrr nprxo ofipeAen, e$erTa or [pl{naranero Ha Kourypeu:ruur
eKLt[]I
3aTpyAHrBa, a orTaM U [3noJr3BaHeTO Ha I{CKp HII)KeHepxHr. TOsa e [phrII4HaTa 3a TrxHOTo ItOCTo.f,EIto yCbBtpIIIeHCTBaHe B
crara onpeAeJrfiqo
ycnefiHLlfl H3xoA Ha paapa6orrara. (: Jr eAr{r,ITe ocHoBIII4 HaCOKI4 :

Cloxnoc'ma ua pa:pa6ornauoro rz3AeJrlre

-
c63AaBaHe na rau$oplr.tau[oHHl'I cllcrevu, 6azuparru Ea [pI4HuII[I4Te'
BJil4Ue cbuIecTBeHO LI
yBenr4r{eHr.ITe iepapxuvuu paBHrrqa, Ha r(or.rro I,I3nor3Ba caMI,Itr uoT pe6uter;
KOIZTO cen - cb3AaBaHe na uuQopl,raqaoHula cucreMll, yJIaBrIq[ r'ru$oprvraqux no
I{H)I(eHepr{HroBaTa 3aAarla.
Kourperuo nprr pa3pa6orBa,e Ha croxHrz Br.rcoKoaBToMarr43r.l KoHTeKcTyaJIHil pean44, cny1etql4 Sa rUO4raQUqUpaHe Ha cLICTeMaTa B IIOJI3a Ha
npor43BoAcrBeHrr cTpyKTypH ce yBerr4qara 6poar rrorpe6urera;
ua fiepapxuvrrr" ,rru
rraHoroo6paruero Ha 3aAaqlrre, KoI,ITo :rpx6na - BKJrlorIBaHe Ha cb3AaAeHI,ITe cI4cTeMI{ 3a rIoKaJIeH o6rraen na rautpopruaqr,Ix
Aa 66AaT perxeHlt (rexnux
aBToMaru3aufioHHara qacr Ha npoeKTa, paspa6orraue n I'I,IM;
na uu(loprraaq(oHHor ua na
ynpaBnqBallara r{acr ua cacrelrara n - nocroquen TeM[ Ha HapacrBaHe o6xsaTa o6pa6o'rrauara
4p.).
o'lpyru crpaHa o6ave' c HapacrBaHe Ha cJroxHocrra ua paspa6orBa,oro r.ruSopruauur.
u3*eilile ce yBerurraBa e@errrr or flp]rJraraHe Ha npoueca 5) Brs4efictrue'ro Ha na3apa. KoHxypenqrxra Karo ocHoBHa
Ha K]I; Moxe Aa ce
TBBpAI'I' qe or oIIpeAeJIeHa creneH Ha cJrox,ocr xapaKTepr4crl{Ka Ha eAHa fla3aplra I'IKoHoMIrKa rIpLIHyxAaBa tpllprunte 4a
Ir npu KoHKperHa creIIeH Ha
pa3BilTl4e Ha fla3apa K.HBeHr]LTOHaJIHI4TT r,IHXeEepAHr flpeAcraBrr r4gIieLr4fl., orroaaprtqr uaft-nlnxo Ha oqarGaHl{Te oT
He MOX. Aa 6Sge UpN
H 6croster cre a aJrrepHarr{Ba ua KLl.
a KaKBr,r o norpe6u, enu're KaqecrBeHl xapaKTepI'IcrI'IKr 3a B63Moxso gaft-gucKa IIeHa'
2) Crenen Ha HoBocr na paspa6ornaHoro rr3AeJr[re. C uapacrnane Konroro llepiloA.bT or 3apaxAaHe Ha fiAerra Ao pezIJII'I3aIIusra it sa Ila3apa e
Ha
cre[e,Ta Ha ]roBocr ua parpa60rnaHoro r.r3AeJr,e ce yBeJrr,rqaBa [o-MaJI6K, TOJIKOBa IIO-BepOflTHO e Aa He Ca HacT6[I4iII{ CGUIeCTBeHII ]I3MeHeHI4'
Ka,.ro BpeMero, a orraM - 3a Bb3Moxno gafi-uuso
Heo6xo4uuo 3a ll3[aJIHeHIie Ha BcrKa e4na B Lr3HcKBaHIt.sra Ha florpe6urelu'te,
4eiHOCt, TaKa u Beporr,ocrra or
noBTOpHOTO ft n:nunenUe (uarrranana BeporrHocrra ctorBercrBl4e MexAy pa:pa6orenoT o I{3AenI'Ie u uotpe6ureJlcKoro r6pceHe.
3a ycuerueH I{3XOA Ha
4efiHocrure, B.rroqBarqu no-rorrrMa HoBocr B ,r3AeJrr.rero). cle^0aarerlno flpyra cT rqectBeHa noJl3a or 6cp3oro npeAcraBrHe Ira HoBu t43g:lfi4s' Ha fla3apa
HapacrBa 6poxr ua rareparr,rBHure Bpb3xr,r MexAy orAeJrHt4re eranu.
e Bb3MoxHocrra 3a lr3[peBapBaHe Ha Ko[rKypeHTHa opraHu3aIdI'II{ rI
llpu yBeJr[rqaBaHe Ha na3apllu, pr.IIHa flpeAnpllrTlaeto. Teeu I,I3I,IoKBaIII{, Ha lla3apa
cbBMec*BaHe Ha B3azMHO ,ABUCLTM' etanu, Heo6xoAI4MOCTTa
or noBTOpeHI,Ie
ca u n6pBonputrr4HaTa sa cb3AaBaIIe Ha MeToAa na KOuxypeHTHH{ IIExeHep}IHr,
Ha AaAeH erafi ue AoBe.Ee Ao [oBTop'oro I{3'I'JIH.HLI. Ha ocra'arllrre,
c Bcr.rrIKI.I KaKTO r.I 3a HeroBoTo HerlpeKBcHaro pa3BI{TI',Ie'
npor'r3Tr'rqalqfi or roBa [ocJreAI,Iq[. cne40aareano
c HapacrBaHe Ha cre[eHTa Ha n [14] npu
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3HaqeHr,rero Ha MeroAlrre 3a
r4KoHoMr,rqecKu eQeruznHo cbBMecrrBaHe na pexI,IMa ua EEC flo aKTI4BHa MoulHocr.
4elnocrxr e ua KLI.
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9acr V. HHogauuoHeH MeHilnxMbHj.

flpr c:snuecrxBaHe Ha erarrr,rre Ha rruxenepIluroBu_s npoqec

oKa3BaT CIeAHrrTe sarropu: cJIoxHocT, CTerreH Ha HOBOCT Ha
ug$e:/ive, HI4Bo Ha susr.rvecra pa3AaIeqeHocT Ha oTAeJIHI4Te T{ACT IIIECTA
eKlrna, HoBI,I TexHoJIoFI,IU B I,IH(bOpMaIIIIOHHI,ITe CIICTeMII (XOV
rexHflKa, uHQopMaIIuoHHo oclrryprBarle Ir KoM[rorbpHr.r Mpex[), IIpoUSSOACTBEH IIHXEHEPIIHT I,I MEHI,IAXMbHT
HA IIAsapa.
Jlutnparyp,q, KbM nETA rrACT Te:!u ,qece'r ayuru urpa6orBaxa 3aeAHo Haa qerllp[aecer H oceM xnJlflarr
raprluqu Ha ,qen, I'Io axo pa6orexa flooraerHo II caMocroflTeJrHo, 6er ga ca
1. Anrelor, Kuputt, Ontauzszpare era[I{Te Ha rrnxerlepu cneur{aJrHo o6yuenu, ruqxa.qfl flpaBrr naii-unoro no [BaAecer rapr[uqlr Ha AeH'
ycIoBHsTa Ha aBToMaTI,I3al\vq,4., CoQur, 1999 r. a uorre 6u HHl'o eaHa'
2. Anre.noe, Kupul,
flporo,unr,rpaHe ua co$ryepnu U3NCTfifl, Aaaru Cusr
KonrypeHreu r4HxeHepI,IHr, Hay,*ru r,r3Becrlu ua HTCM, fo4. VIII,6p.2 (
crp. 215-278,ISSN-I3 10-3946, CoQur, IOnn 200I r.
Opranu saquare cblrlecrByB ar, 3a ra oJlrr onpeAerIeHI'I no'rpe6H ocru
3. ANreros, Kupnt, Crparerurz flpri onr4Mrr3ripaue eraflr.rre
3aAoB

trr o6ulecrsoT o or croKl Vnulv ycnyrl4. CroxuT e I,I ycnyrl'ITe ce noryqaBar or

KOHKypeHrHr4fl rrHxeHepr{nr, HayuHl,r tr3Becrr4.rr Ha HTCM, fol. vII, 6p. 2 ( f

crp. 543-548, ISSN-1310-3946, Cosonon, Mafi 2000. l.t1I'1rJIH€HH€TO Ha o[epaII]toHHI'I flpoqecn' Koraro opraHl',I3al{llrTa e

4. l'srr6osa, Jltgut, Manrrnr:e t,t cpeAur4re fipeAnpr{.8rfi, - t.ilr/lycTpr.ranHo flpeArlpuqTl'Ie lwll , OnepaIIrIoHHI'I.rIT npoqeo Hapl{qaMe
$arcrop
ycrofivunoto pasBurue, Ynpauenue u yc:rofiuuao pa3Br{Tr{e, roA. 7, 6poil I ilpor,r3BoAcTBeH npouec. llpouseogcteenu.xt [poqec ce peanH3lrpa B

2005, ISSN 131 1-4506, 343-347 I r poH3BoAcrBeHara IIoAcrIcreMa Ha I'11I.

5 . flaruruoe,,(urrru'rcp, Kr,rpun Aurelon, Ilosumasane e$exr:unuoctra
EdrexrurHocrta Ha npol{3BoAcrBenl4, npoqec l[Tlll sasucu or cfleAHure

MaJrKr4Te r4 cpeAHI,I Qupuz ilpe3 I.I3ilor3BaHe Ha MeroAlzre na Konx rlrar<'ropra:

L OtusnorssaHure rexHorlorl{I'I 3a [polz3BoAcrBo Ha ll3Aenurra.
raHxeueplrHr, HaytHtt I43BecrI,L na HTCM, foa. VI, 6p. 15, .r:onr 11, crp. 8-l
ISSN-1 3 10-3946, Co$ut, Cenrerrlnpu 1999 r. 2. O'r saluqnara MarepuaJlHa 6a3a na I'I['
6',(arraxuon,[uvurl,p,}1uonaquorrHaIIoJII4TI4ra,Co$un,2002r, 3. Or ra.rectgara Ha I,l3noJI3BaHara pa6orHa cl'ua.
7. Carlson, Curtis R., William W. Wilmot, Innovation: The Five 4. Ot opranusa\t4sra I,I yfipaBneHl{ero Ha [pol'I3BoAcrBoro.
Disciplines for Creating What Customers Want, ISBN: 030733 6697 2006 Tyr< ce rperl,Ipa orrrtcaHllero Ha ocuorHlrre eJIeMeHTI4 Ha opraHlt3alr?Irra
8. Dsming, W., The New Economics, Cambridge, MA, MIT Center for ila npor,r3BoAc'rsoro /OII/. OfI npe4craenflBa pa3npeAeJleHue I4 cr,qeraHl'Ie Ha
Advanced Engineering Study, 1993 ereMeHTrrTe Ha npoI43BoACTBeHI'It npoqec B npocTpaHcTBoTo I'I BpeMero' c
9. Thomas, Kelley, Jonathan Littman, Tom Peters, Jonathan Littman, Tho orne.( e$ex'ruanoro My nporl'Ir{aHe' PasrneAaHu ca nocJIeAoBareJIHo:

Art of Innovation, ISBN: 0385499841, 2001 lupo']3BolIc'I.BeHIlrT npoqec I4 BI4AOBeTe npOI'I3BOACTBeHH npoUecu; cTpyKTypaTa
10. Twiss, W., Managing technological Innovation, Longman, Ha npor43BoACTBeHI4Te npoqecn; TI4nbT Ha npol'I3BOACTBO; [pOI43BOACTBeHH,r I',I
London&New York, 1980 TexHoIIonIqHI,lrrql'lKbn;He3aBbpIIIeHOTOflpOI'I3BOACTBO;BI4AOBeTe
H. Sabisch, Innovation management, Freiberg, 1996
11. Pleschak, F.,
pa3nonoxeHl'Iero Ha npoI',I3BoAcrBeHI',ITe 3BeHa
trpor,r3BoACTBeHI'I 3BeHa; Il Ha

12.Vllosa\uu Ef, ARC Fund, Co$lrx, 2004 pa6ornute Mecra; QopMlrre Ha opraHLI3 a\141 Ha npol{3BoAcrBoro.
13. Pe.rHr,rK Ha rryxAI,ITe AyMrr B 6:srrapcxu.r esur, C. Hayxa u zsryc.rao, 1970
14. Crounos [., "Onruulrerlpaue pexr,rMa aa EEC rro aKT]rBHa uorqHocr,,,
4., C., 2003 r.

I l3
122
 9acr VI. Ilpoa:aoacrBeH uHxeHepxHr H MeHtrrxMrm

frana I
IIPoI,I3BoACTBEH TIPoUEC B EJIEKTPOTEXHI,IIIECKoTO I,IHAyCTPI,IAJIH0

TIPEAIIPII.flTI,IE

l. Cr,ulHocr HA IPOI43BoACTBEHLL npouEc

Irlu4ycrpraanxoro flpeAlp]rrrue e optaur,I3arluonuo-TexHr{r{ecKa il

14 KOHOMI,IqECKI,I O60CO6CHA IIPOI,I3BOACTBCHA EAI,IH}IqA, KOCTO BKJIIOI{BA KOJIEKTI,IB
o'r c'r,TpyAHHrIH r,r npuHa.urexar.quTe My cpeAcTBa 3a rrpot43BoAcTBO r,r r43BbptrrBa
npoMr,ruJreHo-cTonaHcKa AeftHOCT. IlpOz:ao4cTBennrr npoqec (IIil)
npeAcTaBrrBa rsauirlo4eficr:nue MexAy TpyAa, cpeAcTBaTa Ha TpyAa ra
rrpeAMertrre Ha rpyAa B [potr3BoAcrBeHara noAcrrc-teMa Ea [III, n peayn:rar: na
Koero ce nonyr{aBa roroBa npoAyr(ufis. Tpy.qrr e rreJreHacoqeuara aeftxocr,
il3nbJrHrBaHa or pa6oruara cuaa. CpelcrBara Ha rpy1a ca ctBKy[Hocr or
op6Ar,r, Ha TpyAa r.r MaTepr4aJrHr,r ycJroBr,r, (crpagu, xaneTa, nbTr,rlla,
Ap.), Heo6xoAr.rMr4 3a ocbrrlecrBrBaHe Ha II[I. Cpe.qcmara Ha
r.rHcrzraaqHr,r r,r
Tpyaa ce I,r3rrotr3BaT MHoroKpaTHo s fIil B 3aTOBa [pexBT,pnrT caMo r{acT oT
crofiHocrra clr Bbpxy c'rofiuoctra Ha roroBara npo.qyKuus. Opr4utra Ha rpyAa
ca uHcTpyMeHTr.rTe, npu cnoco6leulrara, afiapatr,vr-re, MarrrrrHr4Te u
clopbxeHurra, c [oMorrlTa Ha KoHTo ce B63AeicrBa BBpxy flpeAMerure Ha
TpyAa. O6eKT6r ua nrs4eficrBr.re Ha cpelcrBara Ha rpyAa lr rpyAtT s IIII ca
[peAMeTr4re Ha Tpy.qa.
Pesylrarrr or nfl, octrrlecrBrBau B nporr3BoAcrBeuara noAcr,rcreMa Ha
I4fI n npe4na3HaqeH 3a pea[]r3aun, r.r3BBH rlpeAnprlrrrlrero, ce Hapr.rqa roroBa
flpoAyKrrrrq. Marepraalnre ca r.r3xoAHr{ flpeAMerr.r Ha rpyAa, ynorpe6xnanu ra
u:pa6oT naue Ha 3aroroBKr,r u aeTaitnu. I,lgAeluero [peAcraBnrBa eAr,rHgrla
roToBa npoAyKrlr,rr, o6errarr Ha KorTo Mo)I(e Aa ce oflpeAeJl]r KoJII,ItrecTBeHo. B
3aB[cr,rMocr or rracrra or rlflJrocrHr,r, lIfI, u:urnuxBaHa or I4II, u:4enue:ro
Moxe aa 6tAe sarorosrca, gerafia, crlo6eua eAr,rHrrrla, uoay(pa6prara.r, xpafiuo
I{3AEJIUC, KOMIIJICKC I,I KOMTIJICKT.
flpu a:auuo4eficrsuero Ha'rpyAa, cpeAcrBara Ha Tpy.ua u npeAMerr{Te Ha
TpyAa ce ua6arc4aaaT MHoxecrBo aKTr,IBHr.r u ilackrBrLr sgazNloaefctexs.
Ax'runnu ca re3r, naauuo4eficmhfl, fipu Koltro ce npoMeHrr Soprvrara,
pa3Mepr4Te ltnu Qnsuxo-xr.rMr4qHr.rre csofic.rsa Ha npeAMer,rre Ha rpyAa r4Jru re
ce upucbeAr,rHflBaT eAr4H K6M Apyr. flac[sHr,r ca Te3r{, [pr,r KoIrTo He HacTbrrBaT
TaKrrBa u3MeHeHr{r. llpur,,rep 3a ToBa ca CKJIaAOBI'(Te, TpaHC[OpTH[rTe,
KoHTponHraTe lr Apyr[ rroAo6ura 4effcraul.

124
 Megu.(xutgt

BuAoae're npoI43BoAcrBeHI'I npoqeca cflopeA npe.(Ha3HaqeHl'tero Ha

rpoAyKqHqTa ca:
1. OcHosHIa npola3BoAcrBeHu npoqecu. I-o,onata npoAyKII[, ce
)c'bulecrBrBa qpe3 ocHoBHIi l[n.
2. CnouarateJlHla npol,t3BoAcrBeHlr fipouecu - flpfi Trx ce floryr{aBa
rpoAyKUr4r, Ko.rro ce peanl43lapa B caMoTo IIpeA[purT]Ie (perr'routna .qefiuocr,
rpou3BoAcTBO Ha eHepru, 3a co6cTseHl'r HyxAH, rIpolIsBoAcTBo Ha
,rrcrpyMeHTI,I ra npucnoco6neuua ra gp.)'

Z. CTpyxTYPA HA NPOH3BOACTBEHHTE TIPOIIECIA

flpousn ogc'rneHI,Isr npoqec I4Ma cJIeAHI'ITe crpyKTypnIr eJIeMeHTI'I :

flporz:noAcrBeHl,I 4)a3I4 - qacr or IIf[, r pesynr:ar Ha Korro rlpeAMerlrre

l.
,ra rpyAa cTr{raT orrpeAeneHa cTeIIeH Ita 3aBtpluenocr. Cr,ulecrnyBaT TpLl BI4Aa
r por43BoAcrBeulr {ra:rz.
A. 3arorsurerua (nogrorrurelHa) Qasa. flpr'r ra3l4 qacr or flfl ce
ilonyqaBaT 3aroroBKI,I (npeArvretu Ha rpyAa, or KoI{To rrpe3 I'I3MeHeHI'Ie Ha
rlopvara, pa3Mepl4Te u csoficrsata ce ltspa6orna ae, afin).
E. O6pa6ornauta dlasa. Catp:aHa e c noryqaBaHero ua AeTafiln
(npeAlre'ru Ha rpyAa, IIpeAHa3HaqeHu ga cuo6xBaHe Il ca a:pa6oreuu or
eAH OpoAeH no HaLIM eH OB attre V MapKa MaTepl'ran) ;

B. Crno6reaqa (MoHraxHa) $asa. I'Isntpuraa ce [pI4cbeAI'IHrBaHe Ha

qufiTo
trerafiJrlrre 3a floJlyqaBaue na cr.no6euu eAI4HrIIlt (npegvretr Ha rpyAa,
Eerai4ilu ce cteAuurBat n ?IfI), Kpa[HI'l u3p.elrufl (rasgenrae, uolyqeHo B

pe3ynrar Ha oc6rrlecTBrBaHe Ha crno6anaqa'ra tpa:a na I4II) u rorranneKTyBaulu

h3renhfl (urnorsna'r ce Karo ctcraBua rlacr B Ir3AeJIHe or npeAnplarrl'Iero
norpe6llT en).
IrI rrpnre (lasra ce [3noJI3Bar r.Hap. 3aKyneHla I'I3AeJII'L (npoltsrex4a'r ce
or Apyro [peAnpl,IrTI,Ie I{ IIOAJIeXaT Ha IIO-HaTaTbruHO B63Ae[CTBI'Ie OT I4fI
rorpe6r{Ten). Bcltqxr ilpeAMer}I Ha rpyAa, rIpeMI'lHaJII'I [pe3 qacr or fIfI, ce
Hapr4qar nony+a6pl4Karl,L flpeAMerlrre Ha rpyAa ocBeH 3aroropru, Aeraitnw u
Ir3AeJrr,r, Morar Aa 6rAar oule 6pax (nonpaauM I'I Heno[paBI4M) I{ or[aA6K.
2.Hacru,*tu npoqecu. 9ac,uqsusT flpoqec npeAcraBflrBa
nocJreaoBareJlHocr or npoH3BoAcrBeHI{Te onepaullfl, KoHTo o6pa3yBar
TexHoJrorI4qHO ', 3aB6pIIIeHa ?I OpraHI43aUI'IOHHO CaMOCTOTTeJIHa
qaCT or
c6orBernara npol,I3BoAcrBeua lpasa.

t25
 tlacr VI. [IpouraoAcrBel trHxe[repuHr Mc!!utxM bttl-
x Melrxa)KM]]tr

3. flpor.rsnogcrBe'a onepallrq. npeAcraBrrBa rracr 1. [[PoI43BOACTBEHA MOUIHOCT

or npor.r3Bo.qcrBeHuf,
npouec, Korro ce ocbu{ecrBrBa 6ea npercrcaa,e (:r.e. 6es nporraana)
ua flpousno.qcrner{ara MouHocr npeAcraBJISBa MaKcuMaJrHo 863MoxHI,r{T
cborBerHrTe eneMeHTI4 Ha flpo]t3Bo.[crBeHufl npoqec. Te ca:
rr6cu rra npoAyKIILIrra, xofiro Moxe Aa 6tAe Aoc'rnrHar or rrpeAnpl,z,flTue"ro il\Ll
a). rexnonoruvuz (ocuonHu) onepaqu:u _ ilpt4 Trx ce octrrlecrB.,rBar I lporr3BoAcTBeHOTO 3BeHO 3a eAITHI'II{a BpeMe.
a KTH Br{ Lt s: arl14ole fi c.rs ug, Melt<Ay c6orB eruI,ITe eJreMeHTI4 ; Pasrr4.{asa'r ce cJreAgr.rre BlrAoBe rIpoLI3BoAcrB eHa MoIrIHocr [2a,2 5]:
6). cnouarareanu (o6cayxBarrlfl) oflepaq,nr4 - ocBurecrBrBar ce nacr.rBHr{ - flpoercrrra MourHocr - KoJllrqecrBoro, Koero npeAnpl4rrllero Moxe ,qa
s:afivo.qeftcrsI4.s.
rrporr3Beae flpu HopManHu o6ctoqtercrBa LI 3a Koero ro e npoeKTI,IpaHo.
flpn H.f,Kolr or rexHorroruqHrrre orepaqfirr He ce HaJrara - Marccuuanua Mo[rHocr - KoJILIqecrBo [poAyKIrI{r, Koero npeArrpu-
Henocpe.[crBenoro yqacrue Ha rpyAa r{ Ha optltrrra Ha rpyAa.
Tosa ca rtluero 6u MorJIo Aa AocrIrFHe, rlguorssafiru BcI,IqKL BB3MoxHr{ pe3epBI,I.
lefiNocrlr, Kol'rro ce r'r3BbplxBar 6e: ueo6xogttMocr or HaMecara Ha qoBeKa T.H. Marclrualgusr KariaqllTer Ire Moxe Ea 6's,re rroAAtpxaH 4tlro npene, rli
npoqec[
ecrecrBeHr'r - crapeeHe Ha MarepuaJr]rre, r,r3c6xBaHe Ha 60g r4JII,r JraK, Karo or onpeAeJreH MoMeHT 3anoqBa Herarl,tBHo nrs:geficr:eue na dlzuaHcoru,
(lepueulaqua a r.u.
TpyAoBH, npor.r3BoAcrBeHu u Apyfl4 tpaxtopu.
- Ercrpeuua Moulnocr - Konr4qecrBo npoAyl(qlls, Koero upeAnpr4rrr,(ero
6u :raolro Aa Aocrr{rue uaft-qecto Karo peaKlrl,Ifl Ha rtpcenero Ha rla3apa rI tto-
cKopo npr4 c[a3BaHeTO Ha na3apHI,L IIpI{HIII{I, qe nopbrlKa Ha KJII{eHT He Ce
orKa3Ba. Ercr:pettuurr KaIIaIrI4Ter Moxe Aa AocrI,IrHe [poeKTHI,It Ka[aIIHTer r4
Aa ro HaABIIIXI4, nO roi BlIHafA e nO-MaJIBK OT MaKCI,IMaJIHIL KaITaqI{Ter. ctUIO
KaKTo r4 MaKcr4MarIHt4, Karlaq[ITer, eKcrpeMHI,Irr He Moxe ga 6t4e noAA]pxaH
3a AbJIl,r nepHoA oT BpeMe.
- Oqarcnana (eSerrunna) MoIrIHocr - KoJII,IqecrBo npoAyKrlr,rr, Koero
npeAnp14rTrrrTa peanH3llpar npI,r HopMaJIHI,I na3apHo-IIpoI,t3BoAcrBeHI4 ycnoBI{r.
Erlex'runuara MoruHocr e BLIHaTH [o-MaJIKa or npoeKTHI,Ifl KaIIaltrHTer, B
Bpetre mexpy
rlacTrrttlIuTe rr-cH
noprArKa ua90-92 oZ ot nero.
- Mouerrrna (pealna) MolrlHocr - KoJII{qecrBo [poAyKIII,rr, Koero B
onpeAeneH nepuoA oT BpeMe [peAlpI4rTI,IeTo IIpoI{3BeXAa fipu HopManHL
n a3 apH o - Epo[3B o.(crBeHrl ycnoBl4r. Crperr.rextr: e MoMeHTHIa.f, T Kanalllrrer .(a e

B MaKcLIMaJrHa creneH 6llr:rx Ao [poeKTHIIr.

llpou:nogc'raenara Mou{uocr oKa3Ba BJII,ITHI,Ie arpxy ce6ectofiaoctta Ha
npoAyKqr,rqra IIo ABa HarII'IEa 124,25):
- nafi-go6po paBurlrrle sa srsAeficl'slre. Tosa e paBul{Iqero, 3a Koero
cpe,rlulrre pa3xoAI,I 3a eAI,IHI,Iqa v31eflfie ca MI,IHI,IMaJIHu (Qurypa 6-2).
C ynenuuanane ua o6enure Ha npoI,I3BoAcrBo ce peaJllr3l{par r,rKorroMnr4,
AOKaro ce AocrI,IfHe OnrI'IManHOTO paBHIIIqe. TOSa Ce O6qCHqSa C $aXra, 're
nocToqHHr,rTe pa3xoAl4 Ce pa3npeAenrT B6pxy flo-ror.rlM o6elr npo4yrqrzr. llpra
yBeJILIqaBaHero o6errlute Ha npol43BoAcrBo BArcHo or roqxa Qopr. 3BIIogBa

<Durypa 6-1. IlporasnoAcrBeHr4rr flpoqec B peaflrr3r,rpaHe ua rary6u nopaALI noBIiIIIaBaHe Ha pa3xoAI,ITe: 3a [oAApbxKa I,I
npocrpaHcrBoro r,r B68 BpeMero

126
127
 MeHuaxMtH'r
Hacr VI. ilpou:aoacrBeH rlrxeHepilHr H MeHuaxMlHr

peMoHT Ha opbAr.r.f,Ta Ha TpyAa, 3anJralrlaHe 3a TpyA, KooparrHllpaHeTo ll)HMeCeqI4e, Meceu, AeHOHOTIIIe r,rJrl,t cMrHa. Toaa npervre ce Hap!{qa $onA or
MaTepIdaIHLITe [OTOrIn [r Ha pa6OTHaTA CVLA U Ap. q)eMe Ha MaluHHI'ITe I4 c6op6xeHl4rTa. Te3I4 $OUgoee ce pa3AeJLT Ha:
l. KareugaPen (lou4 or oPeue - F*
F * -- 24.[* . m.u (6.1)
Kr,.qero .{* e 6poxt Ha KaneHAapHI'ITe AHI4 B }IHTepBaJIa or BpeMe' 3a KoI4To
CpeaHu
pa3xo.au
3a cc onpeaen, KaJIeHAapHI'lrr (l)oHA or BpeMe'
e,qHtsuua
flpotryKr 2. Horrluuaaen (pexrarraeu) $ou.q or BpeMe - F, .Toft BKJIIoqBa BpeMero 3a
onpeaeneH IrHTepBan oT BpeMe, npe3 KoeTO MaIIIIIHaTa I{JILI C6Op6XeHUeTO
MOXe MaKclrMaJlHO Aa ce I,I3IIOJI3Ba C606pa3Ho flpuerl',I.s
pexl{M Ha pa60Ta:
$-i,
F, = Ap.T"" 'K., . (6.2)
"uca'
KAAeTO:
T.n, - npo4tnxl,ITenHocr Ha cMeHHoro BpeMe;
xoetpuqtleHT Ha cMeHHocr (6port Ha cMeHI{Te B AeuoHolquero)'
K"n, -
Qopr KonullecTBo nPonyxUff,

Ourypa 6-2. Haia-ao6po paBHr,rEIe Ha Ba3AefcrBr,re

3. EtfeKrunen Song orBpeMe. Bpeue,o, npe3 Koero MaIITI'IHara I{[rI
ctopT,xeHl4eTo Moxe Aa ce I{3IIoJI3Ba, KaTo e B3eTo IIoA BHI,IMaHI,Ie BpeMeTo,
- OT nO-fOJrflMO npOrr3BOAcTBO - KoraTO I'IfI e C n
HKOHOMTTTT

[por{3BoAcTBeHa MouIHocT, TorIKaTa Ha OITTI,IMaIHIu O6eM e nO-BATCHO r reo6xoAl,tMo 3a npo+I'Ifl aKrur{HI4 peMoHTI'I:
F"= Ar. T"" .K", Kr"u, ,aca, (6.3)
rrpeJlnpH,,rr4e'r'o Mo)r(e Ia nporr3Be)I(Aa rroBeqe upoAyr(qn, c
K6.[eTO:
lrpor43BoAc'rBeHu pa3xoArz. Ar<o Tarona I4ll Harraanz Apac'r'HqHo o6eMuTe
flpoAyKur{r, To HrMa Aa 65Ae KoHKypeHTocnoco6Ho cflprMo Kr"u- roeif nq?IeHT Ha I'I3non3BaHe Ha cMeHuoro BpeMe'
no-Mzul
npeAnpn,ruq (Surypa 6-3 ).
4. OaK.Ur.IecKO BpeMe 3a pa6oTa - IIOKa3Ba QaxrnUecxoto BpeMe, IIpe3
K6ero MatuI'IH a"rA vrr4 ctoptxeHuero e 6[no r,r3noJr3BaHo npe3 cr,orBerHr,r,
cp".qN,
pa3xoaH HHTepBaJI OT BpeMe:
3a e.1trHUUa T,l,= F. - Tnp , oaca, (6.4)
npoayKT
Tn, - nperrle 3a pa3rtrlqull flpecroll.
tr4s.rlrcneHr,Ixra ce I{sBGpIxBar qpe3 e4)eKTI'IBHI'L tpong o'r BpeMe'
$r

$z 4. IIPhHUI,INH 3A H3IPAXAAHE HA NPOI43BOACTBEHI4, TIPOqEC

3a noc.urraueTo Ha Br4coKa eoeKTr.rBHOcT Ha npol{3BoAcTBeHaTa AeTHOCT B

r4gAycTplranHoTo rrpeA[p[rrTr4e e Heo6xoAr,rMo Aa ce c[a3sT HqKorKo ocHoBHr4
npI,IHIII{na IIpI4 I,I3rpaxAaHeTo Ha IIpoI,I3BoACTBeHI,I, flpoqec B IIpocTpaHcTBoTo
r4 BpeMero. Teru npunquuu ca:
Q' Q: KOfltr!eCTBO
Qz
npolyKux, 1. llpranulrn Ha cneul{Ml43aqllrra - I'IsI'IcKBa s I'III aa ce o6oco6'r
@urypa 6-3, Zrouonrr,ur npt.r ro-roneMr.r o6eMr,r Ha [polr3BoAcrBo npoH3BOACTBeHI4Te 3BeHa 3a ocrIIecTBflBaIIe Ha eAHOpOAHI'I TeXHOJIOTIIqHIn
Tosu npnurll,rn HaMr,rpa r.r3pa3 B Tr,rrra Ha npor.r3BoAcrBo. ofiepaqrlr4 (rasUolsnat gAIIH I,1 cGII{ TexHoIIorIIqeH MeToA) urlu 3a o6pa6oreaue
IIpu uanupane Ha o6eMa Ha rlpoAyKur.r{ Tpr6Ba Aa ce orrrr.rra KaKro Ha eAHopoAHn floflyoa6pl'IKar[.
npoH3BoacTBeHaTa MouIHocT, TaKa c'brllo fi pa3noJraraeMoTo BpeMe - roAHHa,

129
t28
 r{acr VI. [pon3BoAcrBeH flHxegeptrHr Mexg.uxutHr
u MeHEIxM]HT

llpou:ro4c.rneHur:e 3BeHa, B Kor.rro ce octqecrB.sBar

TexIIoJlol-l4qlIH ofiepau14l'1, ca rexHonot,rlHo cneu,arv3TpaHu,
Ann -O
a raKr,IBa, Tl (6.6)
Korrro ce uspa6orna eArropoar.ra npoAyrut4q _ npeAMerHocneulraJru3r,rpaHH.
2. rJpunt\nil Ha [paBoJr4Hefiuocr - K!AeTO:
r,r3rcKBa ocr4rypsBaHero Ha Hafr-Krc 3a onpeAeJleH KaJIeHAapeH
nrr 3a rrpeMecrBar{e Ha nony{a6pnxarnre. Q- o6erra Ha npoll3BoacrBeHara npoAyKluis

3. flpr'ruuun Ha nponopuuo'aJrHocr. flocr:nraue Ha c:borBercrBlle Me hH'r'epBaJI oT BpeMe;

TpyroflornbulaeMocr Ha trpolyI<qllrra r e(lex.rasurzl T1-BpeMero3aocs[IecrBrBaHeHanpol43BoAcrBeHl{'npoqec3acbull4'

$on4 aperrae. KzureHAapeH I,IHTepBaJr.
3a ocr4ryprBaHe Ha paBHoMepHo HaroBapBaHe Ha cBbp3aHr.r no
Tex,ofloruqHara Bepr{ra Epo}r3BOACTBeHr, 3BeHa e ueo6xo4urro crra3BaHero 2. Henperrcnarocr Ha [poI'I3BoAcrBeIrlLnpoqec - xapaKTepl43l'Ipa
Ha
clelHoro yclonue (6.5): oTHocI4TeJIHI,'AqnHaBpeMeTo3aocT,UIecTB,BaHeHa[po[I3BoAcTBeHIi,Ilpouec
B KafleHAapHLL I4HTepBaJI or BpeMe, B paMKI'ITe ua rofito e npol'I3BeAeHa
T,T"T"T rrpoAyKu14r:
: J
I
F- -
----I--l
F"
(t F-et F-e) - C, (6.s) T.|

K6AeTO:
Kn,r, '= T,+7,
(6.7)

T" - rpy4onorJr'rrlaeMocr Ha [porr3BexAaHara npoAyKrIL, B 3BeHo s

3a KBAC'TO:
oilpe/IeneH nepr4o4 or BpeMe (crrqra.m xaxro :a F.
); T2 - npeMe 3a npeMecTBaHIT q B KaneHAapH[' [HTepBaII OT BpeMe'
s- 6pofi cB6p3aHn 3BeHa.
flpl.l no-ronerrau ctofiuocrr{ Ha ABaTa O6O6uaealuu noKa3aTeJL UMaMe
Tarrl, xt4e.ro o6enrr pa6o.ra upeBr,rruaBa eQerrunnva I'IrI'
{ron4 apene ce Br4coKa creneH Ha opraHl'I3l'IpaHocr Ha npol'I3BoAcrBeruu npoqec n
HapLT',a ',rrcHo Mrcro"
Hapu'ua "l:acHo MrcTo , T.e. ,p.II3BOACTB.HOTO 3BeHO He MOXe .qa il3B'prrr,
3aI.a,:P.r4fl o6errl pa6ora.. Aro F" ) T, , tosa e ,.[rI,IDoKo Mscro"
,,[rtrpoKo Mqcro', _ HeAocrarbqHo
He)locrznq,^
-
H3fl OJr3BaHe Ha HaJrur{HaTa npo1438OACTBeHa MorrlEocT. 5. Tnn Hn IIPoH3BoACTBo
. 4. Ilpr.rnqun Ha flapaJrennocr. Tosu flpr{Hrlr,rn rz3rrc(Ba crpyKrypHr.rre ' Tunrr Ha npor43BoAc.reo /TII/ [peAcTaBnrBa KoM[JIeKcHa XapaKTepI,IcTI,IKa
erreMeHTH Ha npor43BOACTBeHr,rq fipouec aa ce lr3n6JrHrBaT
B MAKCI,IMAJIHO rra .[exHLIqecKr4Te, Opral{143aul4OHH}rTe u
LIKOHOMLIqeCKIITe OCO6enocul ua
B'r,3MOXHa CTeneH Ha eAHOBpeMeHHOCT.
rrporr3BoAcTBoro Ha oTAenHoro r43Aejrr{e (nony$a6praxat) t [tr4 Ha I4II
5. llpuHqun Ha parMnqHocr. B ZII Ir B oT.qeJIHrATe My npoLt3BOACTBeHI,I
(npouaaoAcrreHo 3BeHo B IrHAycrpl4arlHoro npeAflpl4rrne) [3,21]' 9erupu ca
:aeHa 'rpr6na ga ce r:pa6orBa eAr,rH r,r crul o6eu npoAyr(ufi, npe3 paBHH
rrpr43HaIII,ITe, KOI,ITO flpeAonpeAenrr T]tna Ha npol{3Bo,qcTBo: HOMeHKnaTypa'
nepuoAr.r oT BpeMe.
o6evr,r H rtoBTopqeMocrra Ha npoll3BexAaHara npoAyKul{' or lrpeAnpuqruero
6. Ilpr.ruquu Ha rbBKaBocr. fIlI rpa6ra MaKcr,rMaJrHo 6rpro 4a ce rr cneIII4anI{3aIIUrTa Ha IIpoI43BOACTBOTO.
npucnoco6ana I(6M [r3MeHrulr,rre ce HoMeHKnarypa u o6eu Ha nporr3BexAaHara
Horlrenrna,rypaTa Ha npoI,I3BexAaHaTa oT npeAnpugTl.{eTo IIpoAyKIII,,
npoAyKuar.
npeAcTaBJrgBa cntrc6KT,T :ag$enafl, ralu uoly$a6pzKaTl4 3a OIIpeAeneH [JIaHoB
3a KoMueKcHo orleHrBaHe Ha cre[euTa Ha opraxra3llpaHocr Ha [poAyKqllq Ha flpeAflplltrl'{ero
nepuoA or BpeMe. O6err'lrr Ha npou3BexAaHara
npora3BoAcTBeHr,r,flpoqec B ilHAyCTprraJrHoTO llpeArlpt4rtve cnyxaT ABaTa
C KOJII{qECTBOTO I'I3AENI'Ifl OT BCf,KA HOMEHKJIATYPHA rIO3I'IIIU.q 34 C6OTBETHI4'
o6o6Irlasatrlu noKa3areJrr:
uepr4oA or BpeMe. floo,opreuocrra Ha [pol'I3BexAaHara npoAyKul4' B
1. I'lHreueusuocr Ha [pon3BoAcrBeHlr-rr [pouec - xapa*Tepa3llpa o6erraa Ha
trpeArlpr4rrl4eTO nOKa3Ba [pe3 KaKBI'I I',IHTepBanl{ oT BpeMe' B paMKI',lTe Ha
[polr3BoAcTBeHaTa [poAyKrJlrq 3a eAuHr.rqa BpeMe 3a HetoBoTO OcbrrlecrBrBaHe
nJraHoBLIq nepHoA, U{e 6r,.4e uspa6o, raH AaAeH BUA HOMeHKJIaTypHa nO3I',IUI4q'
B o[peAeJIeH KaneHAapeH ltHTepBaJI r4 ce r{3rrr{cJrrBa uo
$oprraynata: Cneuuaauaaut4r'ra Ha [pol'I3BoAcrBoro xapaKTepl{3[pa eAuopoAnocrra Ha

r3l
130
 Merrtr,[xMb]tr
Hacr Vl. [Ipou:noacrBe,r xnxcHepxtrr H Me]rrrytxM]rrr

HO NO-TOJIfiMA OT cepIiu npeAMeTHa

ocB[IecTBqBaHaTa npor.r3BoAcTBeHa .[efiHocT. Cr,qecrayna,r
ABa TI{IIJ IIpU MaCOBI,T' (naprrE.qr.r) cneurraJrr.t-
CNCUIANI,I3AIIU': TCXHOJIOTUqHA H NPCIMETHA. II6PBH'T TI{II C[EqI4AJIT43AUI,If, Ta3I,t

NPOII3BOACTBOTO NPCANOJIATA I43II6IHCHHETO

4
HA EAHOPOAHI4 B TCXHOJIOTUTIHI TI'IN 3aur,r,
oTHOUreHI4e Onepaur4l,I, a BTOpI.trT e B cvfia, KoraTo H3rI6JrHrBaH[r'l Macon Mnoro llsaenusr:a ce
Cunuo orpaHllqeHa TqcHa
[pora3BoAcrBeH [poqec e cscraBeH 3a eAr,rH Br4A [Onyoa6pzKar (r{nu HSKOJTKO, r
MHOrO T,CHO l,r3pa3eHo TexHoJIOrur{Ho H KOHCTpyKTI,TBHO CXOACTBO, (uxxorxo FOJICMI4 npoI,r3Be)r(.aaT npeAMeTHa
T.O
KoHcrpyl(qrlrra, KaKTo ra rexHoJrorlrrra 3a floflyqaBaHero r,IM, e MHoro 6nrasxa),i HOMeHKJTaTypHLI cepilIr HenpeKbcHaTo cneqI,IaJII,I-
Crrqecrnyear rpra TII: eAr,r,rrrre,, cep[eH (rosu run Ha npor43BoAcrBo
c( no:r,rqua) (napru4r.r) IIpe3 roneMr,r 3Au,ils.
floApa3ren, Ha MarrKo-, cpeAHo_ r4 ronrMocepr{eH) u rrlacon (Ta6nraqa 6_l). r
LIHTepBaJII,I OT
Ta6nnqa 6-L Tunose Ha [Dor43BotrcrB!
TtI Horrrerrxnarypa na O6eu na [Iorropneuocr ua Cnequa;ru- BpeMe
1

npou3BexaaHa npoIt3Bex- rrpot 3Be)r(aaHaTa 3arIu'l

C uapac, uane Ha rnna Ha rrpou3BoAcrno (or eAI4HlIqeH ruu lracon) pac're
npoayr(uun aaHa npoAyKrlna Ha npon3BoA.
HilTCil3r,rBI.tOCTTa Ir flenpeKbcHaTocTTa rra npofl3BoAcTBeHI,L npoqec H HaMaJIrBa
IIpoAYKUuq CTBOTO ce6ecrofiHocrra Ha npor,r3BexAaHara npoAyKr1r,rq, Koero e rrpeAnocraBKa 3a
Eanulr- flpeABapurenno Egzurvnu KOHKypeHTHa rleHa Ha nagapa. flpurraepz 3a pa3[LlqHI4 Tl,rfloBe rlpou3BoAcTBo,
He ce norrapr TexHono-
qCII u3noJr3BaHL B eJleKTporexul,IqecKara npoMl,IulneHocr, ca AaAeHLI n'ra6nuga 6-2.
HEI,I3BCCTHA I,I MHOIO 6pofixra I,IJII,I AKO CC rI,IqHA
a6lra[a 6-2. flpr.r\aeplr sa TfI
loI.sMa IroBTapr, e Tun Ha nponsnogcrso Bng nrqe.nne

c.uyuaftuo EAHttl.t.{eH Peuour Ha eJI. MaITTLIHI,I h afiaparv, yHI,IKaJIHI4

Ma.rxo err.MarrrlrHr.r (npeguaauaueul 3a roqlro o[peIeneHo
llpegaapurenuo Maaxz flepzo4l,rvuo Muoro nDerEDHrITile)- noororranz z nn.
-ceprreH
r.I3BeCTHa, IIO-MaJlKa cepfiu Marrocepueu f oLtarraora6apvrtt4 t4 cfl eulraJIHu eJI.MauI4HII, [JIaHoBLr
IIIllpoKa
PCMOHTI,I HA CJI. MAII]I,IH}i I4 .tlP.
oT Ta3r4 npu (naprrasu) npeAMeTHa
CpegHocepueu Er. uaruuuu, rele$ouua rleHTpaJrr.r r,r Ap.
C.[I4 HI,I TIH I,I,S TI,I N
cneq[laJI14-
forrrvtocepuen louaraucxu ri 614Tcr.14 e[.a[aparr.r, KoMnlortpHrn
3aqr,r,'I KOMNOHEHTH H trD.
Macos Er.npouo,{nuqrr, AoMaxuucxr.r u 6lrr:osu eJr.aflaparr4,
CpegHo Cra6unna, trpeABa- cP"A* flepuogllvuo LUlrpora
-cepIleH
eJI. JIaMIII,I, eneKTpOHHH eJIeMeHTI,I, KOMnIOTBpHH
pr4TenHo Il3BeCTHa, cepvH npe4rnretna KOMIIOHeHTLI, eJIeMeHTI{ 3a elleKTpUqeCKfi LIHCTaJIalll,Ifi
(xouT axrn. uence.nn.) u ap.
NO-TOJI'MA OT TA3'I (naprr,r4u) cneq!IaJII{-
Onpe4enaHero Ha Tn Moxe Aa ce r,r3Bbpruu uo rpatfra.ren 14 H3rrr.rcJrr,rreJreH
npr,r MacoBr,L TLrn, 3auI,L Har{uH. fpa$urlHoro orpeAellsHe ce I,I3[oJI3Ba 3a IlpeABapllrrerHo o3Har{aBaHe
HO nO-MaJlKa oT ua TII, Koraro Jrr4ncBar AaHHI4 3a rpyAolorarlqaeMocrra Ha I43AeJII,Iero lrJrr.r re
e\vHl4I{HuA ca op[eHTr.{poBbqHr,I. B rarusa cnyqarr TfI ce oupeAenq BT,3 ocHoBa Ha
I'o.nsuo
roAutrrHnq o6ena Ha rlpol,I3BoAcrBoro I4 Macara Ha I,I3AeJII4ero. llpu
CznHo orpanuueua, [-orerran lleprao4uvno Trcrra aHajru'rrrrrHoTo onpeAeJlqHe na TII ce H3noJI3Bar xoeQuquexrure Ha MacoBocr
-cepHeH

133
t32
 (lacr Vl. I-lpournoltcrnet
llxeleptrrr- { MeHlLltxMttrT

(6.8) u
Ha 3axpenBaHe Ha rexHorroruqHr.rre onepaquu
(6.9). Ilrpnurr
(oraTo e Heo6xolr,rMo HaMUpaHeTo
r{3noJr3Ba,
Ha TII 3a KOHKpeTHO
BropHtr cJlyxu npa o[peAerrrHe Ha T[ Ha
l4Il utu nporr3Bo.qcrBeHo
Mex4y lBara Koed)r4rlr.reHTa ctrrlecrByBa
:aancuuocr (6.10).
.t

Q. ) t",
K=i=l
^' J.60.4.
Kl,llc't'o:
Kn- xoe$aqzeur Ha MacoBocT, OIIpeAeJr.sIII c6oTBeTHI,r'
Trrn
nporz3BoIcTBO;
"",-
HopMoBpeMero 3a r,r3[BJrueHr,re ua j-rara rexHoJror?rqHa ofie
utn/6p.;
a' - r-oArrrueH o6er'r Ha npou3BOAcTBOTO Ha I{3,[EJII,IETO
noly$a6prxara (o6err,r npor,r3BexAaHa [poAyKuru 3a
HoMeHKJrarypHa nosuqus);
J - 6poar.Ha rexuoJ,rorurlHrrre oflepar{rru 3a nspa6ornauero Ha H3Aenlrero
a.lrn no;ry(ra6prrala;
4. eQexruneu tDona ua rpeue, v/ro4.:
".oflrrurrar
K =Juo
'u M.n
K6AeTo: (6.e)
K r:
- KOeQr4uxeHT Ha 3aKpenBaHe Ha TexHOIOrutrHr.tTe
J oilepaql,Il,I;
"" - opoqT Ha ,r3[6JrHrBaHr,rre pa3r,rqHl{ TexHoJroruq,u onepaqra[
I,IJII,I NPOI3BOACTBEHOTO
e rln
3BEHO 3A ONPEAEIEH KANCHAAPEH I,IHTEPBAJI
M"o - 6porr OT BPEME;
na pa6otuura *aaru, LI3[aJrHrBaulu TexHoJIoruqHLITe
onepaqur4 a klfl nrw rrpoa3BoAcrBeHoro
3BeHo 3a cbtqtE.a uepuoA or BpeMe.
I
Kao =-
K

3a paannvuure rrrrroBe Ha [por,t3BoActao roeSuque'Tr.rre

Ha 3aKpe[BaHe Ha rexHoJIorttqHI'ITe oflepaqufi
," ,".oJ:#]
Bap^par B Ar{a[a3o', onpeAeneH
or Mr4Hr4MaJrHa u MaKcuMa)tua crofiuocr (ra6luqu
6^3 u 6_4).

t34
 MeHHAXMTHT

Ta6nuqa 6-3: .[nauasoH Ha I43MeHeHue ua xoe{uqueHTa Ha MacoBocr 3a

TI,IIIOBE
KM **
Tun na nrin ,no,

lrDotl]Bollc'I Bo
EAusuqes 0* 0.025
Mamocepuen 0.025 0.0s
Cpelnocepues 0.05 0.1

I-onat'aocepuen 0.1 I
m +
Macos

l'a6lurla 6-4'. [uanasoH Ha I'I3MeHeHI{e Ha Koe$uql{eHra Ha 3aKpelBane Ha

TexHoJIorll H}lTE 3a lIqBu're'r'ulIoBe
K* *'
Tun Ha min ,no*

nnoll3BOtrCTBO
Macos Q+ I
l'ortrvocepuen I l0
CpeAsocepuen l0 20

Malxocepraen 20 40

E[unuqeu 40

135
 tlacr VI. npon3BoacrBeH MeHuaxutgr
trHxeHepuHr u MeHflrxMrHT

I.r llpr)r4jBoIlcrBoTo, n xoitro ce I'I3rIGJIHrBar qacrl'IqHl4 npoqecl4. BuAoeere

ll|x)l,l3BoAcTBeHu yqacT6I{I,I I,I Tl{IIbT Ha npoI,I3BoAcTBo, B KoeTo Te ce I,I3[oJI3BaT,
OpreHfisaqurr trA rIpor,r3BoACTBEHH.rI nporIEC
B trpocrpAHc.'roro rru /taAeHIa s ra6tu\a 6-6.
Ta6tuua 6-5. T6III,I
l. Crpyxrypa HA npor43BoACTBEHATA noACl4crEMA
ua I,III
'l'nn rra flpot 3BoAcrBo
Crpyr<rypara Ha npor.r3BoAcrBeHara rroAcr4creMa
IrpoH3BOnCTBeHr.rTe H cnoMaraTeJrHr,rTe
Ha l4Ilr llrylgl-v:eqlr
3BeHa Ha [peAnpzrTaeTo lup't'yaLttta KJIcllqlIa
npou3BoAcrBeHo-rexuoriorlrrrHure Bpb3KH Mex.qy
I
rax (Sarypa 6_ 1). BOACTBEHA CI,ICTEMA
Cnori,tarareluure 3BeHa r cnyxaT
c,,vx2T 3a a^ :^,,-,,:
ocHfypqBaHe Ha l'ssxas aBToMaru3,IPaH
npol,r3BoAcrBo crc cnequSur{Ha npoAyKqflfi,
Karo HanprrMep cflerr}IaJl vv3!It{
HI-rCTpyMeHTH I'IJrH nplacllocolttenul,
LUrlr noAEoMarar HeroBoro 6esnoo6lev
NPOTI,IqAHC. B SASICI4N4OCT OT NPCAHA3HAIICHI,IETO l exHoJIorHqHa rHHI{,
CI4 CIOMA.ATEIH}ITC 3BCHA CG
AeJITT Ha: JIotItcTuqHLr, peMoHTHrr, cKJra.qoBr,I, I-bsrana aBToMar!I3I4PaHa
LtHcTpyMeHTaJrHr4, e'epreTUr{Hu tI
KOHTpOJilTI. Jloractu'{Hure 3BeHa [3BspruBaT Jtuilut!
AefiHOC,rZ, arrpauM c
rpaHcnopra Ha Marepr{aru, noayoa6przrarr,r,
roroBa npoAyKrlar, r.rHcrpyMeHr}I, MHoronpeguerHa floroqua
MaluI,IHH, c6op6xeHl{r, xopa Ir JIAHI4fl
Ap., c uen ocsuecTBrBaEeTo ua flll,
Peuourgute 3BeHa r43tIBJIHfBar Eluonpegue, Ha flororlHa
AefiHocrl,t ,,o noAApcxKa Ha rexHr,IKara,
cB6p3aHa c II,, na I,I.I.
CrnaloBere nptreMar, c'xpa,rBar, ,3BbprrrBar
JIVHI49,

cr(Jra,o'a o6pa6orra 14 eKcneAilrlt, Ha Mareprranrz, I-[exosere ca [poI,I3BoAcrBeHIa 3BeHa, o6eAuH.snaulu HsKoJIKo

noay$a6prnurr, aoro", rrpoH3BoAcrBeHI'IyqacrbKa u caMocroqrenur'l pa6o'rul'I Mecra, B KolITo ce
npoAyr(qlrr, Marr,4Hr,r , c6op6xeur,rr, cB6p3aur{
c IIrI Ha Wt7, H3lrr,JrHrBar trpoIt3BoAcrBeHI4Te oasra. llpousno4c:rnenur:e qexoBe u
I4ncrpylrerrranuure 3BeHa uapa6or:na'r cneqfia.JrHr{
, HcrpyMeHTu Lt cnOMaraTelHHTe 3BeHa O6paSyaar CbcTaBa Ha npoI43BOAcTBeHaTa SOACI4CTSMa
npuc,oco6leraa' rreo6xollzrraz sa rI[. Enepre.ravnure
3BeHa oc'urecrBrBar ua l4fl.
KOMrrJreKcor' 21efinoc'ru rro oct4ryprBarre Ha flp.H3BOACTBOTO C eHepr,r,
noAApBx*ara u peMoHTa Ha B'TpeuHara e,eprocr{creua. Eueprocr4creMara
Moxe Aa 6rge erexrpo-, xr{Apo_, nHeBMo_
H Ap. lrnu zHTeparrlfi, or rrx. 2. PA3TIOIOXEHhE HA TIPOh3BOACTBEHI4TE 3BEHA
KourpolHu're 3BeHa r'3B6prrrea'r 4efiuocrure
,,o KoHTpoJr Ha Marep HaItHte,
nolysa6praxarure r4 foroBara fipoAyKrlur, flo4 oprauusaw4fl Ha npoIa3BoAcrBeHI{, npoqec B [pocrpaucrBoro ce
B*Jrrorr4TerHo u l2-,lacoeu I,I[
v3fluTaHl,fl. pa36r{pa [poeKTlrpaHe Ha crpyKTypa Ha [por{3BoAcTBeHaTa nOAcLIcTeMa na
flpoaanogc.rneHrre 3BeHa ca
o6oco6euu cccraBHl,t ilacrla or c oureA eSeKTr,rBHoTo npoTl4rlaHe Ha [III. Ctqectayrat ciIeAHlITe I,I3I,ISKBaHI'Iq
nporrsbgcrneHara noAc[creMa Ha I,IfI, rouro 3a pa3nonoxeHl4eTo Ha npol'I3BoACTBeHI'ITe I',I CTIOMaTaTeJIHI'ITe 3BeHa I',I

]l3B'pruBar [pot43BOAcrBeHr{
3a*a.,,, cBBp3aHI{ c rexHorlorl4q,r.L npoqec. pa6orso.ro pa6ornl.tre uecra:
,r"ro np",", aB,flBa L Tpx6na Aa ce oclarypu nati-xtc nlr Ha ABuxeHI'Ie ua noly$a6pl4Karl'ITe
cbllKylil{ocT oT Maual
ueo 6xo4uuu, u,.n, xln ;' :T1[Xi.,#"H;1."ffi ;",T
"ly#ixlx Ha TepHTopI{rTa Ha I{HAycTpI4aIHoTO npeAnpl{rTl'Ie, T.e. pa6oTHI'ITe MecTa Aa ca
pa3noJloxeHl,t cbo6pa3Ho TeXHOJIOTUT{HaTa nocJIeAoBaTenEocT;
Pa6orHIare Mecra B npor.I3BorcrBe,I4Te 3BeHa a3n6JrHrBar
onepaquu, aB cnoMataTeJIHr,ITe _
TexHoJlo*rgHr.r
2. Tpr6na \a ce II3noJI3Ba paqlouanHo [noIIITa u o6eurt Ha
onepaql4ll, cBEp3aHI4 C XapaKTepa Ha
c60TBerHr-r' npoqec' rlpolrsno4crneHr4rr npor43BoACTBeHOTO [OMeIIIeHlIe;
yqacrsK [peAcraBnrBa MHOXecrBo
pa60rnr'r Mecra c flpeAMerHa, TexHOflOrurrIHa
uIil4 cMece*a cleqplaJlr{3alrlz{ Ha

137
 t{acr VL flpouruo4crBeH Meuuaxvtxr
trHxeHepuHr u MeHraxMaHT

3. Tpx6aa Aa ce c63AaAar noAxoArrrlh yclroBt4fl 3a npo$Hnar<tuKa l, PA3nonoxEHI4E HA PAEOTHI4TE MECTA

peMoHT Ha MaIIrr{Hr4Te r{ c5op6xeHl4.flTa,
KaKTO r4 3a H3BO3BaHe Ha
flpoc'rpanc,nenoto pa3[oJIoxeHI'Ie rra pa6otuute Mecra B
npoAyKrlr{, pr oTnaABr{LrTe;
ilpoH3BO.qCTBeHUq yqacTbK e B np{Ka 3aBLICIIMOCT OT HerOBaTa CnequaJ]I43aI{}Ir.
4. Tpt6na Aa ce ocaryprr HopMiurur4 ycrroBn.r 3a pa6ora
Ha pa6orHr4 ll TexUolOruqHO c[equaJll{3Llpa*l4g yqacTBK pa6otuure MecTa ce pa3noJlaraT
5. Tpr6ra Aa ce ocuryprr BcHr{KH Heo6xogr.rlrr y.nourr
3a [porr,rilaHe f pynoBo, a B npeAMeTHO CneqI{aJIIl3IipaH[' yqacTbK vltlu lruHvtg' ce npaJlara B
TexHoJrorlrgHrl, npoqec;
'|aBHCHMOCT OT CTe[eHTa Ha npeAMeTHa cneqrlaJll,I3alll',Ig eAI',tH OT CJIeAHI',ITe TpI',I
6. Tp:t6sa Aa ce paql4oH a,,u3t4pa r.r3roJr3BaHero Ha Jlorrzcrlrr{H,
laquHa Ha pa3rloJloxeHlre: [peAMeT so-lusefino, npeAMerHo-senunefino ultz
5. Tpx6ra Aa ce ,3nr,JrHrr BCr4r{K, HopMarr.iBHo rrocraBeHr,r
( nporn so noN apt:a, c atur apHo-xrlrraeHHr,r, aHTr43eMerp6
rrpeAMcrHo-rpynoBo. Ilpe,4rraeruo-nuuefinoro H rrpeAMerHo-uenunefinoro
cuu n gp.).
f)a3nonoxeHlre na pa6o,unre Mecra ce octlrlecrBrBar B eAr4H urtLt ABa PeAa
flpocl.panctreuoro pa3noJioxeHr,re Ha rporruoO"rua"rra
3BeHa (eguocrpauHo IrnI,I ABycrpauno), no rpaBa IIJII'I Apyra paBHltuua nunur (l-
ocbIIIecTBrBa I1o TpH npLIHUI{IIHr.I cXeMI4:
o6pa:rra, fl-o6paaga) cnprMo HanpaBJleHllero ua npeo6na4aBalrl[, MarepIzaJIeH
1. flocaeAoBarerHo pa3noJroxeHr4e ($nrypa 6_4,{).
flpu uero IIOTOK.
t4tr}I yr{acTTI\VTe ca TeXHOJTOTLqHO cIIeq}{EUIH3LIpaH:a
u ce rrOApeXAaT nO lpynono'ro pa3noJloxeHl,Ie ua pa6oruure Mecra ($arypa 6-5) ce npl4Jlara
Ha [popr3BoActBe,r.r, [poqec. flrpnra e 3aroroB,TeJl,,.rrr
o6pa6oreaulz*"t Lr HaKpM - MoHTaxHI,Irr, (aro B
r{ex, ,o"a,,I
"ralar"r*,lrfl npu TexrroJrorurrlra cfleq],Iara3al-Iuq Ha yqacrbKa. Pa6oT Hure Mecra,
Hero ce cla3Ba ueo6xoAutuu 3a I,I3[SJIHtBaHero Ha ctorBerul{Te rexHorlor[qHo eAHopoAHI4
nocneloBaren,ocr Ha yqacrbul,ITe: B63JI.B MoHTax,
o6uq uourax, r,I3nLITa onepar{Hr,r, ce rpynupar B eAHoI'IMeHHI'I yqacrbl{lz. BxoAnoto M.f,cro ce ,Bl.r,a H
rracrpofira u orlaKoBKa.
r43xoAHo 3a flaprvAara, rropaAl'l Koero npeMecrBaua, na nony{a6pItrarvre
2' rlapaaeauo pa3norroxe,r're (Qrarypa 6-4E). rlpu Hero qexoBere Hrrr.r rraeXAy pa6OrHI,rTe MecTa B TeXHOJIOTUqHO cneqIIaJII43LTpaHVfl yqaCT6K nOr{TI,I He
yr{acT6q[Te ca upeAMeTHO C[equanr43r,pa,,, fiopaAr,r KoeTo
,,pe3 TiXi ce oc6lllecTBrBar.
[peMI4HaBaT He3aBr.rcI{MH MaTepI{aJIHI,I TIOTOTIII.
Taeu cxeN4a
arprro*rru ,,,
I,Ill, n xour-o ce oc'rqecrBrBa caMo egna "
$a:a r.rJrr, a*o re ca or MexaHo-
Mottraxcl"I TI4Ir' c He Mlroro roJLMa rpyAonorJll',uaeMocr
Ha npolr3BexAaHara
npoAyKuHr;
3. Clreceuo pa3floaoxeHr.re (Surypa 6_48). Tyr qacr or
rlexoBere r,rr,r <Dr.rnypa 6-5. fpynono pa3nonoxeHl4e ua pa6otul'tre Mecra B
yrtacrbll,Te ca [ocJleAoBarenHo pa3[oJroxeHr{, a
Apyra qacr napanenHo - TexHoJIOTUqHO CneIII4aJII'I3IApaH!r yqaCTSIllt
pa3nonoxeHu. Ilprar,rep: e\LlH 3aroToBLITeIeH II.X, cJreA TOBa HqKoJrKo llpegrvrerno-lusefinoro pa3nojloxeHl'Ie na pa6o'rHnre Mecra (Surypa 6-6)
npeAMerHo cnequaJllt3r{paHr4 MexarII,rIHI,r qexa
}r HaKpa, eAI,IH MoHTaxeH uex. ce npr4Jrara npI.r Hai-rrcua npeAMerHa cneqlzaJrlr3aull Ha yqacrbKa, T.e. npv
naii-xoucr:pyru'lnHo rr rexHorlorilqHo cxoAcrBo Ha rlpolt3BexAaHara
npoAyKrrlrr. E4uaxnoto t4 cxoAlloro cbArpxaHl4e I{ [ocJleAoBarenuocr Ha
ffi oflepar{}rr4Te B T.sX Ocl,IryprBa eAHo[ocoqHocT Ha MaTepIraJIH]L IIOToK
npor43BOACTBeHOTO 3BeHO, [OpaAI'I KOeTO TO Ce Hapl',Iqa ,J,,Hr4fl.
B

6-4A 6-4E. 6-48

(Drarypa 6-4. flpocrpaHcrBeHo
pa3rroloxeHve Ha npor,r3Bo.qcrBe'r_rre 3rJeHa

<Durypa 6-6. flpegrraerno-nuuefiso pa3[oJloxeHrle Ha pa6otnure Mecra

138 139
 Hacr. Vl. I Ipou:aoac?BeH trHxeHeptrtu. x MerrtsAxMLu.r

Ilpe^uerao- nerr.rHefi Horo pa3 noJroxe,r4e Ha pa6orHr,rre Mecra (S

urypa
7) ce npunara npu no-urr4poKa npe,qMerHa cnerIr4aJrr.I3artrur, 3a pa3nara
upcAMcruo-Jlalcriloro pa3uo;roxeriue. pa6oruure Mecra
ce
cro6pa:Ho nari-o6rqata [ocJreAoBareruocr Ha onepallalaTe
B68
qacrrzqna flpoqecn. 3a.rosa ce ua6lro4arar
ocBeH e.qHonocorrnu
ua nonyQa6praKarrzre r,r HanpeqHrl, r4 HacpeqHu npeMecrBaHr,rq:

(Dzrypa 6-7. rlpe4ueruo-Henaueftuo pa3rrorroxeHr.re

ua pa6oruure Mecra
flpe4uerno-rpynoBoro pa3noJroxeHr.re na pa6or:Hrare Mecra
({urypa 6_g
ce nprrllara npu uafi-urupoxa npeAMerHa crreqfianr43auur. flpre roBa
ce na6nro4arar rpynrr or rexHorloruyHo eAHopoAHlr
pa3noJroxerrfie
14
B3arMo3aMetlrelru pa6oulu Mecra, Bcr*o or Kolrro Moxe Aa ce ,BI,I BxoA HJII,I
r'r3xoA 3a ol,IIeJrHara naprr,Aa. Texuoaoruqno-npol{3B.A.TBeHr4Te
BpB3KI,I
MCXIY T'X CC OIPEACJIfiT OT IIOCJIEAOBATEJIHOCTTA HA O',CPAII,,I,ITC
B C'OTBETHH'
qacTr,rrreH npoqec u ce peailn3upaT qpe3
rSBKaB TpaHc[opT.

ftrtrtE[]rt-
AAAA
@urypa 6-8. rlpeaverHo-rpynoBo pa3rronoxeHlre na pa6ornure
Mecra
PanuouepHo pa3np6cHaro pa3norroxeHr4e ua pa6oruure
Mecra (Surypa 6_
9) ce aanon3Ba rrpll B63MoxHo nafi_uupoxa [peAMerHa cnequanr,t3aruq.
Ooprnrrapar ce ,,B[pryanHr4 rlpol{3BoAcrBeHr,r rle.rxu,,
3a r,r3nbrHeHtre Ha
KOHKpeTHT4 npoH3BOAcTBeH?r 3aAaqH.

<Dzrypa 6-9. Paasor\aepHo pa3[p'cHaro pa3noJroxeH]re Ha pa6orHure uecra

140
 MeHxaxMbHT

OPI-AI,IU3AUI,I,I HA NPOI,I3BOACTBEHH, IPOIIEC BbB BPEMETO

l, I IPOH3BOACTBEH UHK'bn

flponsao.4creeHl,Irr I-II,IKIJI ltll! e xaneHAapHa npoAbJlxureJlHocr Ha

r4ilTepBaJr oT BpeMe MexAy Har{zuroTo (nycrane Ha MaTepu:ulr4Te Ha flrpBa
runepauur) In Kparl (nonyuaeauero Ha roroBa npo.qyxq[x) Ha npol'I3BoAcrBeHI'It
trpoqec Ha eAHo r,r3Aenr,re wu cepvr ]a3he[t]/lfl. B Clctasa na [III ce BKJITOqBaT
IrcHqKr4 pa3XOAI,I Ha BpeMe, cBbp3aHI'I c IpOI'I3BoACTBOTO Ha e]lHO I',I3]IeJII{e finn
cepLls t/€,Iieriluu. ctpyKrypara na III-I ce oupeAen, or rIeroBI'It cbcraB I4
B3aHMHrTe Bp63KI,I MeXAy CrArpxaul',lTe ce B Hero pa3xoAl',I Ha BpeMe.
Crcrasrt Ha IIII BKTIIo'{na ($nrypa 6-10):
l. Bpeue 3a npon3BoAcrBo;
I Bpevre 3a rpyAoBr,I npoqecu (flfl ce IT3BBpIIIBa c HenocpeAcrBeHo
.l
yqacrHe Ha rpyAa u oprAI,IrTa I{a TpyAa);
l. l. l. Bperrae 3a opraHu3auuouHo-TexHl{qecKa noAroroBKa
(npoNrroflc,aertara noAcl4creMa ua I4fI ce npnBexAa B roroBHocr 3a
H3n6rHeHI,re Ha ollpegeneHa pa6om)
1.1.2. Bpeue 3a I43rIbflHeHlIe Ha TexHoJIorEqHI{Te OnepaIIHI4
(r'exuortoruuen qraxu);
1.1.3. Bpeue 3a H3[6JIHeHHe Ha c[oMarareJIHI'ITe oflepaqul,t;
1.2. Bpeve 3a ecrecrBeHl'I npoqecll (fIfI ce I'I3BbplIrBa 6es
Henocpe.rlcrBeHoro yqacr[e Ha TpyAa I'I OpbAl{rra Ha TpyAa);
2. Bpeue 3a npeKbcBaHur;
2.1 . Bpeue 3a pexHMHa npeKbcBaHI,Iq (sanucrt or ycraHoBenllfl pexllM Ha
pa6ota Hal4fl uilu flpol,t3BoAcrBeHoro My 3BeHo);
2.1.1. Bpeve 3a npeKtcBaHe sa uepa6otul'I u [pa3HI{tIHI'I AHII (nxlrcvna
pernaMeHTvlpauure uepa6orHI4 I'I npa3HI'IrrHu .qHIr);
2.1.2. Bpeue 3a MexAycMeHHr, rpeKlcBaHI'Ir;
2.1.3. Bpeue 3a o6eAxIa u BBTpeIUHocMeHHI'I npeKbcBaHI'Iq
(peuaueH'u.rpaHI4 noqlIBKI'I ra nepcouana);
2.2. Bpeue 3a opraHH3aIII4oHHo-TexHHr{ecKI'I rrPeKBcBaHI{r;
2.2. l. Bpeue 3a [peKbcBaHI,L nopaAI'I HeflponopquoHzlrlHocr I'I KaneuAapHa
Hec6rnacyBagoct (pesyntat or pa3[I'ItIHI'I flpoI't3BoAcrBeHI'I B!3MoxHocrI{ Ha
cbceAHH 11pOI43BOACTB9H11 3BeHa I{JII'I I'I3qaKBaHI',Ifl 3a OCBO6OXAaBaHe Ha
o[peAeJreHo [poI,I3BoACTBeHo 3BeHo [OpaAI'I 3aerocTTa My c Apyra pa6om);

l4l
 t{ac1 Vl. I Iporrjoo/tcrBeH flHxeleplHr lt MeHrIxM}}tr

2.2.2. Bpewe 3a pe3epBHr.r npeK6cBaHr,r, (ocurypruaHe ua

H3npeBapBaHe B npoTr,tqaHeTo Ha oTIenHr.rTe erreMeHTU Ha
npoqec, c otrreA HopMaJrHoro My oclrUecrBaaaue);
2.2.3. Bpeve 3a npeK6cBaHr,r, 3a KoMnreKroBaHe (ctrgaraue
KoMnJIeKTu, seo6xoAuuu 3a no_HararGllrHoro ocrulecrB.rlBaHe
Ha npoqeca);
2.2.4. Bpeue 3a npeKrcBaHilA ilopa1u [poMrHa B pa3Mepa
Ha natr
(uac'ru or naprr,rAara H3qaKBar cBo, peA r,rJrlr BKJrlorrBaHe
B flo-roJlrMa n
3a no-Hararbruxo o6pa6o.rraHe);
2.2.5. Bpeue :a npeK6cBaHr.r, [opaAH opraHHsaquoHHo_TexHH
Herocrartr{H (rexuuuecxz noBpeAlr, fiLrilca Ha MareprlaJll,r, HapyureHl,t,
l'pyAoBara AHcUHnflHHa r4 Ap. - He rpr6ea Aa ce AonycKar).

Crcrag Ha nporl3BoAcrBeHHfl UIrKt,a

Bpeue ga rrporr3BoacrBo
BDertre 3a rDvnoBil rrDorrecH
Bnepre :la oDraHu3auuoHno-.r exn[qecKa rlorroroBKa

Bpeure ra u3rrbJrneHIte Ha ocHoBHLrre orleDaullfi

BDenre la ll3nLJrHeHlle Ha cnoMarareJrHnre oneDau[r,

Bneue 3a ec'recrBeHH nDouecr

Bpeue 3a npeKLcBaHrlc
Bperre 3a ITexHMHH rrDeK,5cBaHHq
BDenae la nDerrcnane ga reDa6otun It nDa3HnqHLr aHll
Brreme ra Mex,{ycMeHHu nDerr,cBaHr,r,

!rygg" o6eanu r.r BlrDe[rHocMeHHr.r npeKbcBaulrfl

Opra H u 3 a u rf o H H o -Te x H rl q e c K Il rt D e Kb c B a H lr s
HenDonoDuuouarHocr r.r KaneHAapHa HecLrfl acvgltHocr

BEeMe sa De3eDBHtr nDeKLcBaHrrc

BDeue ra nDeKLcBaHu, 3a koMnJleKToBaHe

IIDoMcHa B Da3MeDa Ha naDTnJrara

OnraHnsaunonHo-TexH11qecKu Henocrarb11rr
<Durypa 6-10, Crcraa Ha npor,r3BoAcrBeHr,r, rlrlKblr

142
 Mexlaxvtur

B ct,ctaea Ha III-I He ce BKJIK)qBa BpeMero 3a rlpecrorBaHe Ha MarepI{aJIIaTe

H npoAyKur4rra B cKJIaAOBeTe 3a MaTePAaJII{, KaKTo E TOTOBaTa [pOAyKIII{r'
I lpogrrxurenrioc'ITa Ha IIU ce H3MepBa B KaneHAapuo BpeMe.
B c'rpyrrypa'ra r-ra ll[{ pa3n}'IrtHuTe pa3xoA}l Ha BpeMe ce rpynl4par cnopeA
Mrrcroro B npon3BoAcrBeHl,Iq npoqec, KbAero ce rposBrBar (SIarypa 6-1)' III] e

H 3 rpaAeH oT cJIeAHIZTe CTpyKTypHI'I eJIeMeHTI4 :

l. [urcau na {asrare (xalen.qapeu HHTepBaJl or BpeMe MexAy MoMeHTa Ha

llycKaHe u MoMeHTa Ea 3aBlpIIrBaHe Ha O6pa6oTKaTa Ha MaTepI4aIHTe I4
y.3len:aflTa m,n Qasata);
1.l. Ur,run Ha qacruqHl4.f, npoqec;
1. 1. l. Bpeue 3a rexHoJIorI4rIHIrre onepaqul4;
I . 1.2. Bperrae 3a opraHI,I3aIIIIOHHO-TexflI{qeCKa IIOATOTOBKa;
1. 1.3. Bpeue MexAy orAerIHI,Ire Irpo[I3BoAcrBeH]I onepaql{I4;
l.1.3. l. Bpeue ra o6cnyNnatqu rpouecu;
1.1.3.2. Bpeue 3a npeKbcBaHus nopaALI opraHI43aIIPIoHHo-TexHI,IqecKI,I
npuqHHH;
1.1.3.3. Bpeve aa pexilMHl,l [peI(6cBaHI'Ir;
1.2. Bpeue MexAy qacrl'IqHure npoqecu;
L2.1. Bpeue 3a clroMatarenHl,I onepaql{}I;
1.2.2. Bperrae 3a npeKlcBaHl4, [opaALI opraHI'I3aIIrIoHHo-TexHI4r{ecKIt
npvl{l4Hu;
L2.3. Bpeue 3a pexlIMHI,I npeKbcBaullr.
2. Mexqy$aBHr.I BpeMeHa (KaneuAapuo BpeMe, BKJIloqBailIo BcI,Ir{KI4
pa3xoAu Ha BpeMe Mex.qy [ocJleAoBaTennute $a:ra);
2.1. Bpeueua 3a cnoMararenHl'I onepaqau;
2.2. Bpeveua 3a [peKGcBaHI,L nopaAll opraHI,I3aIIuoHHo-TexHI'IqecKI,l
npuq14IrI..l;
2.3. Bpeue 3a pexIaMHI'I [peKbcBaHI'I{.
flpogrrxutelHocrra Ha BpeMero 3a opraHI'I3aIII4oIIEo-TexHI'IqecKa
noAroroBKa (Torn) sanucu fiprKo or HaqI,IHa Ha ctrreraBaHe Ha rexHoJIorI{t'IHI,ITe
onepalll4lt H OT CTeIIeHTa Ha npll[oKpl'IBaHe C OlepaTuBHOTO BpeMe 3a
tl3ll'l,jlllellttc lla flpcAXOAllll'[e -[cXtloJ]orUt{HI'I Onepaqflll OT TIaCTLIqHI'Lq npoqec.
ilpu onpegelrue Ha BpeMero 3a opraH[I3al{uoHHo-TexullqecKa noAroroBKa ca
B63MoxHI4 cneAHnre ABa cnyqa, 110,21,22):
I . II ocne do eamefiHo ctqemaeaHe Ha mexHottozuttHume onepar4uu.

141
 tlacr VI. flpou:aoacrBeH flHxeHepHHr tr MeHUIXMIHT Megl,qxutsr

B roslr cfly\tafi HrMa ycnoBuq 3a flpanoKpuBaue H Mex,qyonepallnoHHoro BpeMe BKJIIoqBa I'I3qsro BpeMero sa rpaHcnoprHl{
e MaKcTTMaJIHo. I43rIHcT,Ba
opfaHH3auHoI.IIJO-TEXI.IHqCCKa nolroToBKa (,rrcpaqnu H ce I'I3tIIzcrtBa IIo cJIeAHara Soprvryaa:
cnerrrara $opuYra:
J
: If ,.,
r^,":(,.fi4= t,r, (6. l3)
Torn [rraau], (6,1
i=l KbAero: J e 6poat Ha rexHollor[qHvre o[epaqhl4;
KrAero: 'lnr., e uoAror:BHTeJrHo-3aKJrroqrireraoro epeMe Ha j -ru"o n - roJIeMIrHa Ha naprra.qara, 6p;
hp - nperrae 3a [pI4ABI,IxBaHe Ha nony$a6praxara MexAy ABe cBceAHI4
onepaqar, MUH; pa6o'r'nu uec't'a, rtauu/6P.
J - 6poxr Ha rexHoJrorilrrHzre orlepaql,Iz. l . j. P asnp e d enum eteH rco u e eilep c p de H oM epH o d euctceuue
2. Ifapanenuo u
napanenuo-nocnedoeameauo cbqemaqaHe IIpu I43noJI3BaHero Ha pa3[peAenI'ITeJIeH ronrefiep BpeMero 3a
m ex H oro zuqtlum e o n.ep aquu. lpr.rABlrxBaHe ua nonysa6p[KaTlrTe MexAy ABe clceAHr,r pa6orlrra MecTa e
Bpeueto 3a opraHr43arlaoHHo_TexHrrqecKa noAroToBKa ce oupeAeJl, paBHOHaraKTaHalororrHaraJll4llllfl,[OpaAI{KOerOMexAyolepauuoHHoro
NOATOTBHTCTIHO-3AKNTOqI'ITCJIHOTO BPEMC HA IIbPBATA TEXHOjIOrUqHA rrpeMe ce I43.II'IcJI{Ba no Sopuyna'ra:
OIICDAIIII
or Henpr4noKpilBarrfur e ce qacrlz Ha IroArorBt4TeJIHO-3aKJIrOqI4TeJrH[Te
HA CJICIBAUIATA VIJIYT CJICABAIII'.ITE TEXHOJIOTAqHI4 ONEPAIIT4I,I. (6. I 4)
MS\UCNilrJi CE
Qoprr,ryna,a:
KbAeTo r e TaKT Ha [oTor{HaTa \LIHvlfl, ftarau / 6p'
Tor, = Tn,r + :T;i [uunl , (6.1 2. Ilocaedoeamenuo u napafienHo-nocnedoeameauo ct'rremaaaHe Ha
J=2
m exHoilo ?uttHum e o nep aquu
6rero: \r, e [oArorB]rreJIHo-3a(JIIoqHTeJIHoro BpeMe Ha ilopalu BI4coKara c1'e[eH Ha nperbcHarocr npl H3nbJIHeHl{e Ha

oflepaqfir, M]lH.; onepatlur4'[e oT qac'[t4tlHH.tl llpouec MexAyonepaql{oHHoTo BpeMe e 3HaqI'ITeJIHo.

TeXIIOJIOTHqI{a
i Onpe.qena ce c.noMolITa Ha cJIeAHI'ITe $oplaynu:
Ti, - HenpznoKpI,IBaIIIoro ce rIoArorBI,rreJrHo-3aI(JIroqr.ITeJrHo , ro -2,95 + 0,564.r.o [v] , (6. ls)
BpeMq,
.,,
Ha j-1ara TexHororuqHa onepaq[, c oIIepaTI,IBHOTO
noAToTBI,ITeJIHO-3aKJIIOqr.ITe.rIHOTo BpeMe Ha [peAxoAHara
Tro :(J-1). tro"o [e1, (6. r6)
r,rJrl{
npeIxoAHr,rTe TexHo.rrotuqHl,I ollepaq[a, MUH. K6Aero: tMo e cpeAHoro MexAyonepaquoHHo BpeMe 3a.qBoI'IKa nocJle-
Ilpra onpe4enrHe Ha Mex(Ayonepaqr4oHHoro BpeMe (T"J ca B63MOXHU "p
cJrreAHHre ABa cJTyeafl fl l, 21, 22]: AOBaTeJIHI,I TeXHOIOTUqHL OngpaIIIII{ OT lIaCTI',IqH}L [poqec, q;
r. Irapanenuo cbuenxa,aHe Ha mexHonozutrHume onepa4uu rro - xoeSuqzeHT Ha 3axpenBaHe Ha oflepaqullTe.
u sucoKa
I-{uxtm'r Ha r{acrl{qHrl npoqec ce I'I3qIrcJIqBa B pa6orHl4 AHfi no
cmeneH Ha HenpeKbcHamocm Ha qacnruqHv.fl npo\ec.
XaparrepHO e 3a nOTOqHI{Te flWHfit4, KT,AeTO OIepaIIuI4Te
ca
<lopr'ayrara U2, 21, 221
cpe4crBoro 3a MexAyonepaqlroHeH TpaHcnopr e
cI4HxpoHIa3I4paHu, a Torn
xonaeftep. TI'r,n=(;t
MexqyonepaurroHHoro BpeMe ce ol1peAem B paMr(r,rre Ha cMeHHoro BpeMe -rTu1 *- -+ T..^)
rvo,r'T.,K.,
_ :- ,, (6.1g)
3ABhcU oT B]l^Aa Ha KoHBeftepa. cnOpeg BnAa My ce pa3nr{llaBar
H 60
rp, no4aryr*, ktAero: Tu, e rexuonorllqHllflT III4KIJI, MIIH;
I.l. Pa6omeu xoueeilep c pasHowepHo deucrceuue.
MexgyonepaqproHHoro BpeMe He ce olpeAenr, Torn - npeue'ro 3a opraHll3aqlloHHo-TexHl4qecKa noAroroBKa' MIIH.;
3arTloro To ce
npr{noKpnBa c BpeMeTo 3a I{3[6JlrreHr,re Ha TexHoJrorurrHr,ITe oflepaqu[. Tro - nexgyoflepalll4oHHoro BpeMe, r{;
l.2.Pa5omen xoueeilep c nyncupaulo deucrcenue. T"* - npo4tnxllTeJlHocrra ua pa6ornata cMrHa, q.

144 145
 Megutrxutsr
Hacr VI. IIpoa:aoacrBeH trHxereptrHr H MeHEqxMaHT

2. TexHoloraqEH UHKRr
Texuonoruqnuqr rlrlKln npeAcraBJlrBa lracr or TIHKrJIa Ha .IafiE!
flpoqec, no BpeMe Ha KoftTo ce ocbrqecTBrBaT TexHoJrorur{HnTe oflepaqiltl
noly(ra6paxarr{Te or napr,Aara [20]. IIpu opraH,3arl,, Ha npor,r3BoAcrlt
npoqec 868 BpeMeTo ce npaJlaraT Tpr{ HaqHHa Ha
'l'exl'loJlorl4qIIure oflepaquu: nocJleAoBarerlHo, napauleJlHo
H napaJl6
rrocJreAoBareJuro. I4s60pt'r: Ha BapI,raHT Ha CbqeraBaHero uM ce r{3B6pII!
3aBucuMocr o.r tpopuara Ha opraHr,r3aqu, Ha [poa3BoAcrBoro, Het
KOHKPETEH BCUICCTBCH I,I3PA3 _ NPOH3BOACTBCH YqACTGK HTIL4 JlI4HUfl
[por,r3BolcTBo.
flpu noeguuzr{Horo AB[xeHIle o6eMBT lra rPaHcrloprHara pa6ora e Hafi-
t,oJtrM, Trfi KaTO nony4)a6puxa'ruTe ce [peMecTBaT caMocTOqTeIHO.
oT Apyra
(r'r'paHa o6aqe, roreMl'IHara Ha rpaHofiOprHlt', 3aAeJI e Hafi-MaJrKa' flp'l
ce Ll36epe TaKaBa roJIeMI',IHa Ha
/lriHxeHlre Ha rpaHc[opT1v \apTt4llLl Tp'6Ba Aa
'|.|]aHcnopTHaTanapTI4Aa'qeT,AaeKpaTHaHaroIeMI,IHaTaHaIIapTI,IAaTa'T.e'
cbqeTaBaHo ita ce pa6orl4 c eAHaKBI'I no loJreMI{Ha rpaHc[oprHl'I flaprllAa' flaptn4uoro
TpaHcnopTHa pa6oTa nopaAl',I
/lu[xeHr4e ce xapaKTepr43lrpa c Hai-MaJrBK o6eM
clIHoBpeMeHHoTO rlpeMecTBaHe Ha Bcl',Ir{KI',I nOfly+a6pI'IKaTI'I
or napTuAara'
flpil u:6opa Ha Hairr,rH Ha ABlrxeHI4e Ha [Ony+a6pI,IKaTI'ITe OT [apTI4AaTa
saKropu: pa3Mepl{, TeUIo }l Apylu xapaKTepHI'I
U TI4il 1.pq6Ba Aa ce oTirr.rTaT cJreAHprTe
L

0co6eHocru Ha nonyd)aopaKarl'ITe; o6eMbr Ha rpaHcnoprHara pa6ora;

Ta6nuua 6-6, ESer<ruaHIr Haqr,rH14 Ha c'qeraBaHe Ha rexHoJrorutii f'oJleMl4liarallarpaHcnopTHI'L3AIe]iaHaqI'IH6THaCbqeTaBaHeHa
Tara Hanpuuep o6eM6T Ha TpaHc[opTHaTa pa6ora
'rcxr.roJror-uqllfiTe Onepaupll4.
@opua na trpu [rpeMecTBal.le Ha nony+a6puKaT]'ITe OT eAHO pa6oTHO M',IcrO Ha Apyro
Beulecreen H3pa3 e
Ha Haqau ,u nal
"rn"ruuu".
Hafi-MantK npl,l [apTr4AHO AB!IXeHI4e. Tosu Ha.IuH Ha ABI',IXeHI',Ie
opfaHI,I3arlufl Ha TexHoIorHr{Hraa or"puqrrl BJIH3a B
Soprr,rata
IIpor.I3BoACTBOTO Ha optaHr8arIrffi Ha npoTr4Bopeque c BA3MoXHOcTr4re 3a peanl,I3l'IpaHero My npu ronsMola6ap[TH[I
IIpOT43BO.TICTBOTO rrony$a6pHKaTu fl c [apaneJrHoTo CGtIeTaBaHe, nopaAh KoeTo npaKTI'IqecKI4 e
fpyuona [-pynos yqacrlx flocle4ooa:reluo rrenpr4JIoXI,IM. or 4pyra cTpaHa, aKo rIoJryoa6pI'IKaTUTe ce npeMecrBaT Ha
pa3MepI'I, I]Ie
flpe4rrterna llpegvre'reH yqacrsK flocnegoearemro (npu ,ur*{ rpaHcnoprHl,I naprI,IAH (no2,3,...10,...) flopaAu ra6apLTHI4Te I'IM
cepneH run) CecpeulHaTcepllo3H}lTpyAHocTIr'aHIIIeceyBenl4q[3HaqI,ITenHonnoUITaHa
npor,t3BOACTBeHOTO 3BeHO. B rarts cnyqafi eAI4HcTBeHo
llapaaeluo - IIpIIIOXLIM OCTaBa
nocneaoBareJlHd
(npu cpe4uocepaen ran) Bapr,raHTbT C floeAr{HErrHO ABlrXeH}re Ha nonysa6pl4KaTltTe.
B 'ra6luqa 6-7 ca
TexHororu.lHa rHnrac flapane.nno-uocneAoBarellHo npeAcTaBeHI'I Bb3MOX(HUTe HaqI{HI',I Ha ABI',IXeHI',Ie Ha Ilonysa6puKarl'.ITe B

ft,sxasa aBToMarrr3rrpana Ilapalelno-nocne,{oBarenBo 3aBI,IcI,IMocToTnpI{eTI4.'IHaIII4HHaclIIeTaBaHeHaTexHoJIoluqHI,ITeo[epauuu.

KATI,ITE
IwtHAg Ta6nuua 6-7,8t
Ilpenrtaerso - rpynoBa ftsxan aBToMarl,r3r.rpaH flapaleluo-nocJreaoBareJrHo I-la..r fl HIa Ha cbqeraBaHe LIa.ruHr,r Ha .[BLIxeHLIe ua noly $a6pI'IKarI'ITe
yqacT6K Ha TexHoflornqHI4Te IIoeArann.IHo Ha r:paHcnoptnu flaprugno
Bupryaauo-uers.+ra onepaqu14 NAPTI,IJII,I
Bupryalna KrerrgHa flapaleluo-nocneroBarenHo
a t a
npor.r38o,4cTBeHa crrcTeMa floc,re,rosa.reruo
I-loroqna
o o
Eguoupeglrerua rroror{Ha flapaleauo llaparenuo
!fi4Hvfl a o
[Iapalexno-nocJIe.qoBarenHo
MnoronpeguerHa noroqHa Ilapanenno flpoguxr,I.rerlHocTTa Ha TexHonorllqHl,I, qI,IK6I e B np,Ka 3aBI,IcHMocT oT
II,4HI-ts flpneTlttrHaqI,lHHacbqeTaBaHeHaTexHoJIorulIH[TeonepaqlllloTlIacTI,IqHI4,
Ha'{nHrr ABrxe,r4e Ha nonyQa6praKarure [peAcraBJrrBa *orrr""r"!il
Ha flpoqec v HaqvjHa Ha ABr4XeHUe Ha [ony(ba6pI'IKaTI'ITe OT napTl,rAaTa.
XAPAKTCPI,ICTI'IKA HA NPEMECTBAHCTO UM MEX.qY
PA6OTHI,ITE MECTA UilU Texnoloruqsr4rT rllrKbJr MOXe Aa ce oflpeAenl'I aEaJII4TI'IqHo I{nu rpa$}rqHo.
npor'r3BoAcrBeHr4Te 3BeHa. finaxeuueto Ha nonysa6pvKarrire
or naprrrAara e: A. AHar[T IrIHo ofipeAenrHe Ha rexHoJIor[qHE' I{uK}'I
nOeII,IHLIt{Ho, Ha TpaHc[OpTHu napTHALI ,I IapTLIAHO. TexuoloruquprrT rIr4K,bJl Ce lr3q}rc[rrBa IIO CneAHI'ITe soprtaynr,r ll0,21,22):

t47
146
 MeHtr,4xMrHT
9acr VI. flpou:ao,qcrBeu xHr(enepuHr x MeHxAx(MaHT

I. llpu nocnegoBarerrHo cr,r{eraBaHe Ha rexxoJroruqH[Te olepaqr,Iu:

OOPMU HA OPTAH}I3AIIU,fl HA TIPOI,3BOACTBOTO
: r^n
T.. =n 41,
) ------L
r"rr @opuara Ha opraHu3altru, Ha npol'I3BoAcrBoto /@OfV [pe,qcraBJlrBa
;=r
[uuH], (6.1
flpoqec B [pOcTpaHcTBoTo I'I Ha
traqr4H Ha lr3rpaxAaHe Ha IPoLI3BOACTBeHI{S
KTAeTO: n e rojreMr,rHaTa Ha napT[AaTa, 6p.;
r[ryuxquonr,rpaHero My BGB BpeMero [21]. Tx ce nporBrBa eAHo3HarIHo B Hafi-
J- 6pom Ha rexHoJroruqHr,rre onepaqurr;
,
'nn, MaJIKI,ITe npoI43BoAcTBeHI4 3BeHa Ha LIHAycTpI'IanHoTO IIpeAnpI'LTue
- npoAtrxl4TeJlHocrra Ha j-rara TexHorloraqHa onepaqnq, MLrH/6p,1
ilpot43BOACTBerrHl'e yqacTbul4 I']t llvllLlu, B KoHTo ce octulecTB.flBaT oTAeJIHI4Te
Mj - 6poxr Ha pa6orr.rxre Mecra, rr3rrbnHrBaulpr j-'n'n rex
qacTlrr{Hr4 npoqecu oT OcHoBeH HJII4 cnoMaraTeIleH [po]'I3BoAcTBeH npoUec [21].
onepaqur.
I4snorssar ce qerl,Ipu ocHoBHH $opuu Ha opraul43allu, Ha nporr3BoAcrBo:
2. flpu napaaenHo ctqeraBaHe Ha rexHoJroruqHr4Te onepaqr.rn:
1. fpynoaa $oprraa Ha opraHu3allu.s. fpyroBara OOII ce rplrnara B
, f r,,,, ) ycnoBr,Irra Ha e.qI4HI4tIHO A Man(OcepplfiHo IpoI'I3BOACTBO. llOpa4ra
\,"^,, =nIr",, *f'-Pll#
r=r ,",r
\
I
/,* [rrluH], (6.20) pa3HOpOAHOCTTa Ha [poI',I3BeXAaHaTa [pOAyKI{Hf,, Cneq}IaJII43aIII4rTa Ha
npoil3BOACTBeHHTe 3BeHa e TexHoroluqHa. B TexHoJIor[qHo
K61ero: p e roJreMr4Hara Ha rpaHcnoprHara naprnga, 6p.;
cneuuaJll,r3r4paHoTo npoH3BoAcTBeHO 3BeHO Ce I4snOJI3BaT yHI'IBepCanHI'I
r'- l
t', J,*.- uaxcuuaJrHoro ornorueHue MexAy ofleparr,rBnoro BpeMe r{ 6poa pa6orHr4 Mecra. EAuopoAHaTa yHlrBepcanHa rexHLIKa ce pa3noaala B
Ha"
pa6oTHr4Te MecTa 3a Bcr4qKI{ TexHoJIoruqHr,I oflepar{r.r[ oT qacTuqHr,r, npoqec, ,
npor43BoAcrBeHoTo 3BeHO fpyfloBo' Bcsro eAno pa6orHo MrcTo B noBerIeTo
rtuul6p. cjryqar4 e BxoArI[Io I4 r{3XoArUIo 3a cborBeTHara napr}IAa rlonysa6plrKaTl'I.
3. IIpu napaJreJlHo-nocneAoBarenHo ctr{eraBaHe Ha TCXHOIIOTPIqHT{TE EAr.rHuquoro u nranxocepufiHoro [poI'I3BoAcrBo ca npfiqplHa 3a HeonpeAeJlegara
qaCTIItIHIt npOqeCH.
oneparlH14: noBTOpgeMocT Ha TexHoJIOTUqHI'ITe Ofiepaqull OT oTAeJIHI{Te
l.l 'l'exrroloruquure onepauu14 or c6orBerHI4Te rIacrl'IqHI4 flpoqecfl, KoI'lro ce
r,,," =n !t",, -(n - p) Irn*,.,,. 3BeHO, He ca cbrJlacyBaHl',r no
i=r r=r H3I]JIHTBaT B npoI',I3BOACTBeHOTO
[uuu| t6.21) o6eu Ha
J
rrpoAtrrxr,ITenHocr. Malxux'r eAHopoAHara IrpoAyKIrI'r, npaBll
\-r
L. .frNtt,l ,IKOIIOMUIICCKI,I HEI'I3IOAHO H 6CSCUUCNEUO CI4HXPOHI'I3HPAHETO HA
K6AeTO: r=r e cyMaTa oT onepaTI4BHoTo BpeMe Ha NO-MAJIKI,ITE NO rrfi raTo npeo6naAaBalllo Te ce I,I3gBJIHflBaT
TexHOJrOrraqHr,rTe onepaqlll4, Ha
[poAb]IxHTeJIHOCT TeXHOJIOTI4qHLI OUepaUI{I{ OT ABOfiKLITe IIOCJIeAOBaTeJIHIt
Mrcro B TexHoJIorlIqHo cllequaJll'I3EpaHoTo 3BeHO.
eAHO H cbrrlo pa6oTHo
TexHoJroruquu onepaquu oT qacTnarHlr, [poqec, rraun/6p.
E. fpa$uuuo o[peAeJrrHe Ha rexHoJroruqHr,rf, rruKbrr
Ilpeguncrno Ha rpynoBara QOll e BI,IcoKara crerleH Ha rGBKaBocr Ha

npor,lsBOACTBOTO - MaKCI4ManHo 66p3a aAa[TaII[q K6M IpOLI3BOACTBOTO Ha HOB

lpaQuvnoro onpeAeJrrHe Ha rexHoJror[qHlIs qr,IK6Jr 3arlorlBa c HaMI4paHe
Br.rA npoAyKlrfir, 6naroAapeHl'Ie Ha cneql{OI'IqHHs HaqI'IH Ha }I3fpaxAaHe I'I
Ha noAxoAqul Mau{a6 (rrlun/rrlrra), Koftro Aa AaAe B63MoxHocr rpao}rKara Aa
rlyHxulzoHr.rpaHe Ha npoll3BoAcrBeHl'Ifl fipoqec. HeAoc'rarBIII'I Ha rpyfioBara
6rae Hso6pa3eHa Ha lucta. Texuofiorr4irHr.tre ofleparltru ce npe4craBqr
nocpeAcTBoM oTCeqKA C TOJIeMI{Ha, CSOTBeTCTBa[Ia Ha HeO6XOA].IMOTO BpeMe 3a
OOII ca HrlcKara crefieH Ha I,IHTeH3I{BHocr I'I HellpeKtcuarocr Ha
npoI43BOACTBeHlr, fipoqec, BcJIeAcTBI4e Ha KOerO Ce6eCTOfiHOCTTa Ha
r,r3n6JrHeHr.rero r,rM, TpaHc$opMr,rpaHa qpe3 Mau{a6a B Mr4nr.rMerpr{. BaaulI}roro
npor,r3BexAaHaTa npoAyKuI'L e MHOrO BI'ICOKa'
pa3noJloxeHHe Ha onepauHrtTe 3aBI{ClI OT I,I36paHaTa CXeMa Ha cbqeTaBaHe L oT
2. floro.{Ha Sopnaa Ha opraHI'I3aI{I4, Ha npou3BoAcrBoro. Ta:r'r <DOII ce
6por rpaucnoprur{ naprr{A[. foneMuHara Ha rexHorror[r{Hr,r, r{HK6Jr ce
flptrnafa B ycnoBlltTa Ha MacoBo I4 ronrMocepl4fino npouenoAc,no. I-olruoto
onpeAeJu nocpeAcrBoM orceqKa, HaqaJloro Ha Koqro ce geSuuupa or n6pBara,
KOJII'IqECTBO HA CAHOPOAHA IIPOAYKUI'If,, C B}ICOKA CTENEH HA KOHCTPYKTIIBHO I4
a Kpa.flT - oT nocneAHaTa onepaql{r..(raxunara Ha Ta3u oTceqKa, pa3AeneHa Ha
TCXI-IOJIOTI4IIHO CXOACTBO, AABA Bb3MOXHOCT 3A IPEAMETHA CIIEqUANI'I3AqI'I' HA
Malqa6a, HI,I AaBa rOJIeMr4HaTa lra TexHoJlofl4qHrry Ar,rK6JI.

149
148
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tr MeHHIxMTHT

ppoH3BoAcTBeHHTe 3BeHa I4 LI3noJI3BaHe Ha cleqIraJIHI4 pa6oTHLI MecTa. HA oil cBbp3aHI,I c rGBKaBocrra, [HTeH3uBHocrra I{ He[peKbcHaroc:r,a Ha II[I.
l,i3 H c c OKa K Ba nu qIdKat\U, Ha TexHoJIorEr{Hr,rTe pa 6oTHrrr1l,r.
KBa BV Ocrarypf ea l'rnxaeocTra Ha npou3BoAcrBoro e IIo-MaJIKa B cpaBHeHHe c rpy[oBara H
BHcoKa cTefTert 1.16
Lltt't'CH3t4Bt1oc'r Ha npotI3BoAc.r.BeHlz, npoqec np[.t ItarrureJrilo rto-rojlrMa o'I' Ta3H rlpH noToqHa'ra OOfl. Ce6ecrofinocTTa Ha
o6c.rryxnatrc 1121vtlatttt4ttvl'c. 'l'e314 ctIeUlIaJlr.rH
pa6orilr, Mccra ce ltpol{3BexAaHaTa npOAyK(I{, e no-H}{cKa oT Ta3LI npI'I rpy[OBaTa I{ flo-Bl4coKa
npe,(MerHo-llfiHefrLro, T'e. uo fiocjleAoBareilHocrra Ha TexHoJrorH or ra3rr npl,r noror{Hara @o[.
onepauult oT C6oTBOTHI'I,I npoqec 3a npoIz3BoAcTBoTo Ha 4. llpegrraetno-rpynoBa tpopua ua opraul,I3aul{, Ha rIpoI,I3BoAcT eoro. T.ff ce
flpe.qrraeruo-rlu:Heirflo"to Ha pa6orHure Mecra ocl,
pa3noJloxeHl'Ie npr.rJraFa B ycrloBl,Irra Ha eAr,IHI4r{HO U Cepra[nO flpot43BoAcrBo, Karo
Mr.rHHMaJreH o6eM
Ha TpaHcnopTHaTa pa6oTa u [o3BoJIrBa lr3rloJr3BaHeTo KOHKpeTTJVTe TexHI'IKO-TeXHOJIOTI4TIHIA A OpTaHA3aIIIIOHHO-y[paBJIeHCKE
rpaHcfloprHo cpeXcrBo c HerlpeK6cHaro IeftcrBLIe - KoHBefiep peueHu, MoraT Aa ca HacoqeHl4 KT,M oCl{ryprBaHeTo Ha [o-roJlqMa rbBKaBOcT H

noBTopteMocT Ha TexHonoil4rIEl{Te orlepaqflu Halrara csfracyBaHero I

no-MaJrKa npor,l3BoAI{TeAHOCT (,IIOHCKa TeHAeHqAr), T.e. HaCOr{eHI,I K6M
HM c xapaKTepeH llapaMeTbp eAlrHnrIHO I,I MaJrKOCepI4ftHO flpOI',I3BOACTBO lIJIr,l KAM nOCTI{raHeTO Ha IO-FOJITMa
apoAl,Jrxr4TeIIHocTI{Te -,,TaKT". Beuqectreu
Ha opraHI,I3aUI,L Ha rrpoLr3BOAcTBoTo ca eAHonpeAMeTH npoI43BOArATeJrHocT L [O-MaJIKa TbBKaBOCT (aIrAepUXaUCra TeHAeHIII{,), T.e. K6M
Ha noTorrHaTa $OpUa
H MHoto[peAMerHI4Te norotlHl tlLlldLlu. HaHnaeuosauuero
ilM nportlqa cpeAr,ro- 14 ron.sMoceprlfiHo [pol,l3BoAcrBo l2l]. IIpu ra3rr Qoprr,ra
OcHTpeHOTO eAHOnocor{Ho' HenpeKBCHaTo U C eAHaI(Ba I,IHTeH3HBHO| cneqtralr43ar{uflTa Ha [poI43BeXAaHI',ITe 3BeHa e [peAMeTHa. 3a OCUrypXranero
spaABHxBaHe Ha flory4)a6pl'IKarl'Ire MexAy pa6orHr.rre Mecra, r.e. H Ha 61,p3ol'o npeMHHaBaHe or eAI'IH BHA npoAyKIILIq Kr,M Apyr BI,IA ce I,I3IIoJr3Bar

HarrHquero Ha flcHo r,r3pa3eH MaTepHaneH noToK [21]. Ilpe4urracrnara H6. yrrr.rBepcanHr.r MauL{HI,LI c6op6xeHl,It c qll+poBo [porpaMHo ynpaBneHlle
noToqHaTa dlopnaa
ca HeI'IHaTa BlIcoKaTa I'IHTeH3I4BHooT u BI,tcoKaTa cTe[eH
Hdl /Uny/. Ocraryprna ce r6BKaB TpaHc[opr MexAy orAelH]ITe pa6orHr.r uecra,
HenpeKtcHaTocr Ha npol'I3BoAcTBeHI'L npoqec. Teru npegltrvrcrBa oc[ryprBaT KofiTo c6uro e KoMIrIortpI43I,rpaH - po6o(apHl4 KoJII'I.IKIz I,I TpaHcMaHlrnyJlaropr{.
Mr,rHI,IMafleH III,TK6JI
Ha qacTlttlHr,rq flpoqec I,I Mr4Hr{MaJIHO He3aBbpIrIeHO 'l'osa noason.rBa [peAMerHo-rpynoBo pa3nonoxenl,Ie Ha pa6orHl4Te Mecra,
npor43BoAcTEo' oTKbAero I{ MI'IHI4MaJIHa ce6ecrofiHocr Ha npo}r3BexAaHara B.I,npeKr,t qe TexHoJIof[r{H}'ITe npoqecl{ npeo6laqaoaqo ca pa3HonocoqHr,r.
rrpo/IyKur4r. Llegoctarrqure Ha Iloror{Hara OOn ca Hr.rcKara creneH Ha Ilou'ropxeuocrra Ha rexHoIolI4r{HI4Te onepal{I4l,r or BceKrI qacrl,ItleH npoqec e

raBKaBocr I4 MOHOToHHOCTTa B
pa6oTaTa Ha pa6OTHLrr{r,rTe. HeonpeleneHa I,In14 neplIoAI,Ir{Ha, CnOpeA TI'Ila Ha npol,I3BOACTBO. ctqeTasaHeto
3. llpeAMerHa dlopua Ha opraHlrsarlll, Ha rpor.r3BoAcrBoro. Taau (Doll ce rra rexHoJror![IHl-rre orlepaquv 3aBucl4 0T TI4[a Ha npoH3BoAcrBo Ha H3AeJrr{ero
gpr4aafa B ycfloBr4flTa Ha cepuiHoro npol'l3BoAcrBo B TpHTe My pa3HoBr,IIHocrI4: (noclegoaar:enHo I4rII,t rrapanenHo-rIocJIeAoBareJIHo). BeulectneH I,I3pa3 Ha
MarKo-, I'I roJlMocepllfiHo nport3BoACTBo. I4snorsaat ce
cpe]JlP,o- flpeAMerHo-rpyrroBara @oII ca r6BKaBHTe aBTOMaTI{3I{paHI'I [pO[3BoAcTBeHr.r
cile1111ailvlapa]HLl pa6orHl Mecra. B 3aBI{cI4Mocr or creneHTa Ha CHCTEMI,I /TATIC/.

KorrcrpyKTI,IBIJol'o 14 TexHorol'Ht{HoTo cxoAcrBo, pa6oTHHTe MecTa MoraT

Aa ce Ilpe,qulrcmara lla npeAMerHo-rpy[oBara OOII ca BLIcoKara cre[eH Ha
pa3nonaraT npeAMerHo-naHefiHo H [peAMerHo-HenI,IHefiHo. YgavHo e t-r,BKaBocr Ha npou3BoAcrBeHll, npouec, KaKTo npl4 npeAMerHara (DOII, uo npu
rexsororuqHrre npouecl4 Aa 6'bI:ar yHr,r0rirlr.rpaHrr, 3a Aa ce HaMaJrr.r BpeMero 3a 3HaqHTerHO flO-rOJIrMa I,IHTeH3I4BHOCT 14 IIO-BI'ICOKa CTeneH Ha HenpeKbCHaTOCT

npeHacrpofiBaue. Hafi-noAxoAf,ilI Ha'II,IH 3a cbqeraBaHero Ha rexHoJrorr{qHr.rre Ha npor,r3BoAcTBeHI4, npoqec, KorTo ce ocuryprBa oT IJ,fIy Ha oTAeJIHLITe
oneparltru e [apaJIeJIHo-[ocJIeAoBareJIEurr (cpe4no- u roJrrMoceprlfiHo pa6ornra Mecra rr o6uloro KoM[IorbpHo ynpaBJIeHIle Ha cldcreMara. He4octarm
il
IIocreAoBareJIHI'Lrr (lraanrocepafino npouaeo4crro). Ha ra3r @OII ca 3HaqI,ITeJIHure I,IHBecrLIq[u, (oI{To ca Heo6xoAuMr,I 3a
nporsnogcrno)
BeulecrseH t43pas Ha IIpeAMerHara {oprraa Ha opraH[3aIII{, Ha [por,r3BoAcrBoro c63AaBaHe Ha |AIIC.
ca rexHonorulr:HilTe Jl:a:,i,ttvt
(npu ronauocepufiHo [por43BOACTBO r4 rrpeAMeTHo_ 5. BnpryarHo-Krerr,rrHa Sopua na opraHlr3alru, Ha [pol{3BoAcrBoro. Ta3r,r
nr4rrefiHo pa3flonoxeHl.re
Ha pa6orHI'ITe Mecra) I{ [peAMeruure yiracrrrlr,r (11p14 @OfI no MHoro or xapaKTepI{cfl,IKI,ITe cI{ fipHrllrqa Ha npeAxoAHara. Pasnurara
MaJrKo- 14 cpelHocepr{fiHo [por,r3BoAcTBo I.I npeAMeTHo_HenuuefiHo e B HarII,lHa Ha pa3nonoxeHlle Ha pa60THI,lTe MecTa - paBHoMepHo pa3[p6cHaTo.

pa3nonoxeHfle) l2ll. IlpeguN'rcrnara I,I HeAocrarbrlr,rre Ha [peAMerHara

OOII

150 tsl
 LIacr MeHuaxMrHT
Vl. Ilporsso,tclBer{ trHxelepDHr u MeHHAxM}HT

Crpyx'rypara Ha npol43BoAcrBeHara rloAcucreMa Ha l4I1 BKJIIoqBa

npoI,I3BOACTBeHI'ITe I{ cnoMalaTeJIHI4Te 3BeHa Ha [peAlpu.'ITI',IeTO V

OsosrqrHur HA uTECTA .IACT
rrpor,r3BoAcTBeHO-TSXIIOJIOTI4tIHI,ITe Bp53KI{ MeXAy Tflx. flpolraso4crseuu1e
I,Iu4ycrpzaluoto npeAnprr.rrrl4e e opfaHu3ar{I{oHHo-TexHr,rrIecKa uexoBe, yqacr6lru, pa6or:nu Mecra I'I crloMararerHuTe 3BeHa o6pasyaar ctcraBa
HKOHOMI4qeCK:,1. o6oco6eua npor,r3BoAcTBeHa eAAHIZIIa, BKffOqBalIa KOIeKTL.IB Oi Ha npolr3BoACTBeHaTa rloAclrcTeMa sa l[1. IlpoasnogcrneHuTe yqacT6l{I4
xopa r4 nplrHaAnexalql,ITe My cpeAcTBa 3a [por,r3BoAcTBO, KOftTO 6unar: e4rronpeAMeTl-ra rroTor,IHa rutlkrfl, MHOrOnpeAMeTHa IIOTOTIHa ilt4Hr4fl,
npoMHIrrneHo-cToIraHcKa 4efi nocr. I-LBKaBa aBToMaTfi3I',IpaHa 1Mrrl}{\, TeXHOJIO|UqHA JIIlt s" [pe.qMeTeH yqaCTT,K,
llpou:rogcrneHr,Irr [poqec [peAcraBJIrBa B3a]rMoAefcTBrre MexAy rpyAa,ll rGBKaB aBTOMa"tu3uPaIl yr.IacT6K, rpyfloB yr{acTcK I'I BI'IpTyaJIHa KJIeTBqHa
cpeAcTBaTa Ha'tpyEa H [peAMeTr,rTe Ha TpyAa B npoH3Bo,qcTBeHaTa [oAcltcTeMa rrpot43BOACTBeHa clIcTeMa-
Ha I4ll, B pe3ynrar Ha Koero ce nonyqaBa roroBa npoAyKrlfir. flog opraur.Isauuq Ha npol'l3BoAcrBeHlr, flpoqec B npocrpaHcrBoro ce
llpousno4cTBenvxT npoqec uMa cIeAHr,rTe cTpyKTypHt4 eneMeHTlti pa36upa npoeKTrapaHe Ha cTpyKTypa Ha [poLI3BoACTBeHaTa IOACI,ICTeMa ua [IfI,
$aru (aaroreurelHa, o6pa6ornarqa r.r cmo6xrarqa), uacruuHfl]
npor43BoAcrBeHr,r c orfleA e(texrusno'ro nporl{r{aHe na flfl flpocrpauc, reuoTo pa3noJloxeH}Ie Ha
npoqecu n npoLt3BO.qCTBeHa Onepaqfir, Kor,rTo 6!tsat: 'rexHoIOrUqHZ (OCUOBUI) npoLr3BoACTBeHI,ITe 3BeHa ce oc6luecTBrBa uo Tpt4 rIpI{HIlI{nHI',I cxeMl4:
H cfloMararejrHu (o6cnyxBarqu) onepaquu. [ocJreAoBareJIHO pa3[ojloxeHlre, napaJIeJIHo pa3noJloxeHl',Ie, CMeCeHo
rlpouarogcBeHara MoIIIHOCT [peAcraBrrrBa MaKcr{MaJIHO BB3MOXHI4'r" pa3rronoxegae. ilpocTpaHcTBenoTo pa3noJloxeHl,Ie Ea pa6oTnlaTe MecTa B
o6eu na npoAyKur{.rlTa, KofiTo Moxe Aa 6rge gocruruar or npeAnpuflTuero Ltru4 npoI43BoAcTBeHI,I, yqacTbK e B flp,Ka 3aBI4cI4MocT oT HeroBaTa c[eu,IaIl,I3aquq
npor,r3BoAcTBeHOTO 3BeHO 3a eAI.IHIIIIa BpeMe. u 6usa: rpynoBo, npeAMerno-nuHefHo, npeAMerHo-HeJII4HeftHo, npeAMerHo-
3a nocruranero Ha Br,rcoKa e$exrarHocr Ha [por,r3BoAcrBeHara 4efuocr n fpynoBo Ir PaBHoMepHo pa3np6cHaTo'
[rHAycTpHanHOTO npeAllprlqtue e neo6xoAI,IMO Aa ce c[a3rT HTKOJIKO OCHOBHLI Ilpourno4crueHuflT uuKtJI /tll{ e KaneHAapHa upoAbnxl4TenHocr Ha
npfiHr{ilna np?t r,r3rpaxAaHe?o Ha npor,r3BoAcTBeHr{, npoqec B npocTpaHcTBOTO HHrepBaJr oT BpeMe MexAy HaqaroTo (nycxaue Ha MaTepI4anlITe Ha IIGpBa
r4 BpeMero. Tesu npuutqtlnu ca: npr,rHrlr{n Ha cnequaJrr,r3arlrrrra, np}rHrlr.rll Ha oilepauur) u Kpa, (nolyvananeto Ha roroBa npo.qyxqua) Ha npol43Bo.qcrBeHuq
rrpano;raHeilrrocr, IIpHIIqulr IIa uponopUrzoHajrHocr, rrpHHUan Ha pHTMr4qHocr, npouec Ha gAHO I,I3AeJII{g H1I,I cepg, u31efivfl. B crcrasa Ha nl-l ce BKJII6TTBaT
rrpnHrllrn Ha napaIeJIHOCT U npLIHII[n Ha rbBKaBocT. BclrqKrr pa3xoAl4Ila BpeMe, cB6p3aHlI C [poI43BOACTBOTO Ha eAHO I',I3AenUe lInU
Tanr,r sa npoH3BoAcTBo /Tl[/ npe4craBjrrBa (oMnJreKcHa xapaKTepr,rcTr,rKa cepr4, r43Aenl4a. Cryyxrypara Ha rIII ce oflpeAen, or HeroBI4, cbcraB 14
Ha rexHl,rqecruTe, opranl,r3allu oHHr,ITe Ii I{KoHoMr,rqecKIETe oco6enocru na B3aHMHr,rTe Bpr3KIt MexAy cbAbpxaql',lTe ce B Hero pa3xoAl',I Ha BpeMe.
npor43Bo,4cTBoTO Ha orAeJrHoTO r{3AeJrrze (nonysa6paxar) vilvt Ha vn Texgonoruqularr IITIKGJI npeAcraBnrBa qacr or III'IKBJIa Ha rlacrl'lr{Hu,
(npolrsrogcueno 3BeHo B
LlHAycrplr€rJruoro npeArrpu.rrrr.re. r{erupu ca npoqec, no BpeMe Ha KOfiTO Ce OCbIIIeCTBTBaT TeXHOJIOTIIIHI'ITe O[epaq[I'I HaA
npr43HarlHTe, KoI,ITO npeAonpeAenrT TI4[a Ha npOr,r3BOAcTBo: HoMeHKJraTypa, noryoa6pvxau,ITe or flaprl,IAara. Ilptl opraHltsa\ilfl Ha rIpoI43BoAcrBeHI'L
o6eurt I4 rroBTop.fleMocrra Ha npol,t3BexAaHara npoAyKUI{, or npeArrpr4.rlTr4ero npoqec 868 BpeMeTo ce npunaraT TpI',I HaqI'IHa Ha cBqeTaBaHe Ha
tr cneuuaJrr,r3aulzrTa Ila npoLI3BoACTBOrO. crulecr:ayBaT Tpr{ TII: eguuuueu, TexHoJrorurlHr4Te o[epaIII4I'I: IOCJIeAOBaTeJIHO, IlapaneflHo I{ napaJlenHo-
cepzeH (Toar tun Ha npoI43BoAcTBo ce [oApa3Aen, Ha MaJrKo-, cpeAHo- r,r noclreroBareJruo. I4r6opr,r Ha BapI'IaHT Ha ctqeraBaHero fiM ce I'I3BbptuBa B
roJrrMocepr.IeH) Ia uacon. 3aBuctrMocT oT oopMaTa Ha opraHI,I3aIIr4fl Ha IIpotI3BOAcTBoTo, HefiHI,L
onpegerruero Ha Tr Moxe Aa ce H3Bbprrrr4 no rpa$uveu rr rd3qr4clrr.rrelreg KoHKpeTeH Beu{ecTBeH l{3pa3 - npoI,I3BoAcTBeH yqacTbK VJII/I l|Ll}lug', a H TI,IIla Ha
navuu. llpu aHaJrr,rrl4rlHoro onpeAenqHe na TfI ce r,r3noJr3Bar xoeSurlzerrrure npoI43BOACTBO.
Ha MacoBOCT rt Ha 3axpelBaHe Ha TeXHoJIOT[qHLITe OEeparII4u. fltpWrlt ce Ctuecrsynar fler pa3[I4iIHI4 (DOII, rrpunoxllMla [pI4 onpeAeJIeHI4
,r3noJr3Ba, KOraTo e seo6xollavo HaMEpaHeTo Ha TfI sa KoHKpeTHo tl3AeJrue, a lpor43BoAcrBeHI,I yCJIOBI{' - rpyrloBa, noToqHa, rIpeAMeTHa' [peAMeTHo-
Bropr.lrT cnyxl4 IIpI4 onpeAenflHe ua TfI ua lillnj;ru npo}rsBoAcrBeHo 3BeHo. rpynoBa I,I BI,IpTyarlHo-KrIeTbqHa'

153