g. CaCaniZe, q.

nanobaSvili

biznes-komunikacia

`teqnikuri universiteti”@
saqarTvelos teqnikuri universiteti

g. CaCaniZe, q. nanobaSvili

biznes-komunikacia

damtkicebulia stu-s
saredaqcio-sagamomcemlo
sabWos mier

Tbilisi
2009
 wigni rekomendebulia saxelmZRvanelod marTvis
avtomatizebuli sistemebis profesiuli swavlebis
studentebisTvis.
saxelmZRvaneloSi sistemurad aris gadmocemuli
biznes-komunikaciis problemebis meTodologia da komu-
nikaciuri efeqturobis amaRlebis praqtikuli xerxebi.
kerZod, SemoTavazebulia is masala, romelic xels Seuw-
yobs: biznesSi efeqturi komunikaciebis ganxorcielebas;
komunikaciis meToduri da organizaciuli safuZvlebis
Seswavlas; biznes-komunikaciebis farTo diapazonis gamoye-
nebis unar-Cvevebis gamomuSavebas zepirsityvieri da weriTi
formiT, pirovnebaTSorisi da koleqtiuri urTierTobis
procesSi; lingvisturi da fsiqologiuri safuZvlebis
Seswavlas, rac safuZvlad udevs warmatebul komunikaciebs
biznesSi.
garda aRniSnulisa, studentebi Seiswavlian rogor
daiwyon biznesi, biznes-gegmis Sedgenis Tanamimdevrobas,
sainvesticio da safinanso analizs, Sesabamisi nebarTvebis,
licenziebis, organizaciul-samarTsamarTlebrivi forme-
bisa da biznes-saqmianobis registrirebis sakiTxebs.

recenzenti r. samxaraZe

© sagamomcemlo saxli ,,teqnikuri universiteti’’, 2009

ISBN 978-9941-14-511-7
http://www.gtu.ge/publishinghouse/

yvela ufleba daculia. am wignis arc erTi nawili (iqneba es teqsti, foto,
ilustracia Tu sxva) aranairi formiT da saSualebiT (iqneba es eleqtronuli Tu
meqanikuri), ar SeiZleba gamoyenebul iqnas gamomcemlis werilobiTi nebarTvis
gareSe.
saavtoro uflebebis darRveva isjeba kanoniT.
 Sinaarsi Tavi III
Tavi I biznes-gegmis Sedgenisa da
biznes-komunikaciis ZiriTadi analizis praqtikuli realizeba
aspeqtebi kvebis obieqtis magaliTze
1.1. biznes-komunikaciis aqtualuri sakiTxi
1.2. komunikaciis procesi da misi mniSvneloba
marTvis efeqturobisaTvis 3.1. gegmis mizani, obieqtis aRwera,
1.3. saqmiani eTiketi (etiketi), saqmiani gasaRebis gegma, produqtis aRwera.
eTiketis zogadi cnebebi
1.4. saqmiani eTiketis formebi da Sinaarsi, 3.2. investiciis gegma da warmoebis gegma
biznesmenis garegnoba 3.3. finansuri gegma
1.5. satelefono saubrebi, saqmiani mimowerebi
1.6. saqmiani adamianis qcevis normebi Tavi IV
restoranSi nebarTvebi, licenziebi,
1.7. saqmiani urTierToba, molaparakebis organizaciul-samarTlebrivi
warmarTvis ganmsazRvreli faqtorebi. formebi, registrireba
1.8. klientebi da maTi identificireba
1.9. biznes-komunikaciebi da biznes-modelebi, 4.1. nebarTvebi da licenziebi
rogorc internetis ZiriTadi arsi 4.2. biznesis warmoebis organizaciul-
samarTsamarTlebrivi formebi
Tavi II 4.3. registraciis vada da safasuri
biznes-dagegmareba. biznes-gegmis 4.4. sawarmoos registrireba
Sedgenisa da analizis Teoriuli
safuZvlebi
2.1. biznes-dagegmarebis Teoriuli
safuZvlebi. biznes-gegmis mizani da
amocanebi.
2.2. biznes-gegmis klasificireba da
struqtura. biznes-dagegmarebaSi ekonomikuri
angariSi
2.3. investiciuri biznbes-proeqtis
efeqturoba
2.4. biznes-dadegmarebis procesis
mniSvneloba. aqtivebisa da pasivebis
balansis prognozireba

3 4
 safuZvlebi. es ukanaskneli Cvens SemTxvevaSi
winasityvaoba moiazreba, rogorc biznes-komunikaciebi.
unda iTqvas, rom sazRvargareTis ramdenime
saqarTvelos umaRles saswavleblebSi,
umaRles saswavlebelSi am bolo wlebSi Seiqmna
maT Soris teqnikur universitetSic,
komunikaciebis fakultetebic ki. dRiTi-dRe
SemoRebulia profesiuli swavleba sxvadasxva
farTovdeba kvleviTi programebi, rac
specialobaSi. faqtiurad, es aris axali
dakavSirebulia biznesis, sawarmoo, politikuri,
saganmanaTleblo mimarTuleba da warmoadgens
saganmanaTleblo, socialuri sferos,
adre arsebuli profesiuli teqnikuri
urTierTobaTa Taviseburebebis kvlevasTan. yvela
saswavleblebis Tvisebrivad axal safexurs.
es mimarTuleba mWidrod aris dakavSirebuli
aseTi tipis swavleba SeiZleba SevadaroT
Tanamedrove sazogadoebis informaciuli nakadiT
interdisciplinaruli swavlebis formas,
uzrunvelyofaze, rac unda ganxorcieldes,
radgan Tanamedrove profesiul swavlebas
rogorc piradi aseve globaluri masStabiT,
moeTxoveba gadaces msmenels zogadi codna
rogorc tradiciuli (zepirsityvieri, beWdviTi)
erTdroulad ramdenime iseT saganSi,
aseve Tanamedrove (telexedva, interneti)
rogoricaa: sainformacio sistemebi da
saSualebebis gamoyenebiT.
teqnologiebi, informatika, kompiuteruli
nebismieri profilis specialistisaTvis,
buRalteria, saofiso programebi, sakomunikacio
sainformacio da sakomunikacio saSualebebi
saSualebebi, biznesis marTvis sakiTxebi da
warmoadgens im Teoriul da praqtikul RerZs,
bolos, rac metad niSandoblivia _ saqmiani
romlis irgvliv aris ganlagebuli biznesis,
urTierTobebis ganviTarebis unar-Cvevebi anu
ekonomikuri, warmoebis, kulturis, ekologiuri,
komunikaciuri kompetenturobis elementaruli
samedicino, soflis meurneobis, saTbob-
energetikuli, politikuri, socialuri,

5 6
safinanso, samecniero, saganmanaTleblo da a. S., saxelmZRvanelo dawerilia im leqciis
codnis bazebi. kursis silabusis mixedviT, romelic Sedgenilia
nebismieri specialobis warmomadgenlisa- wignis avtorebis mier da damtkicebulia
Tvis aucilebelia, icnobdes ZiriTad saqarTvelos teqnikuri universitetis
sainformacio-sakomunmikacio Teoriebsa da informatikis fakultetis sabWos mier.
koncefciebs, flobdes sainformacio- wignSi Setanili masala moZiebulia
sakomunmikacio reklamebis Seqmnis unar-Cvevebs, sxvadasxva saitze da gadamuSavebulia sasurvel
SeeZlos maTi praqtikuli gamoyeneba. formaSi. zogierTi masala warmoadgens avtorTa
Tu gaviTvaliswinebT aRniSnul moTxovnebs, mier wlebis ganmavlobaSi dagrovili
davaskvniT, rom praqtikulad, dRes ar arsebobs samecniero-pedagogiuri moRvaweobis Sedegs.
saxelmZRvanelo, sadac zogadad mainc iqneba
gadmocemuli sakomunikacio saSualebebis
koncefcia, terminebi, misi ganviTarebis istoria
da komunikaciuri procesebis modelebi.
wignis daniSnulebaa daexmaros
studentebs warmodgena iqonion sakomunikacio
saSualebebis Taviseburebebze, gaerkvnen
zepirsityvieri da araverbaluri komunikaciebis
saxesxvaobebSi, gamoiyenon komunikaciebis
Teoria sxvadasxva RonisZiebebSi (pres-
konferenciebi, seminerebi, gamofenebi, saubrebi,
saqmiani Sexvedrebi da sxv.) da pirad praqtikul
moRvaweobaSi (biznesSi, menejmentSi da sxv.).

7 8
 I Tavi cxadia, pirveli sakomunukacio saSualeba

biznes-komunikaciis ZiriTadi adamianisaTvis iyo informaciis pirispir

aspeqtebi gacvla sityvebis an/da Jestebis saSualebiT.

unda iTqvas, rom informaciis gacvla-gamocvla
1.1. biznes-komunikaciis aqtualuri sakiTxi Jestebis saSualebiT dResac aqtualuria smena
B
da metyveleba daqveiTebul anu yru-munjTa
biznes-komunikacia warmoadgens biznesis
Soris. SemdgomSi, damwerlobis SemoRebas
xelmZRvanelis an TviTon biznesis mflobelis
mohyva iseTi sakomunikacio saSualeba
_ biznesmenis yoveldRiur mniSvnelovan
rogoricaa werili. rac Seexeba telefons,
saqmianobas, Tu rogor miiRos TanamSromeli
sabeWd manqanebs da telegrafs, es yvelaferi
samsaxurSi, rogor warmarTos sxvadasxva saxis
teqnikuri evoluciis SenaZenia da ise farTod
Sekrebebi, rogori codniT da wignierebiT
damkvidrda sakomunikacio saSualebis nusxaSi,
Seadginos biznes-angariSi, rogor airCios ufro
dResac ki Seucvlel saSualebebad gvevlineba.
efeqturi korporaciuli struqtura, rogor
am saSualebebma mxolod teqnikuri cvlilebebi
daicvas biznesis eTika da saqmiani urTierTobis
ganicada da ufro srulyofili saxiT
(mimowerebi, saubrebi sa sxv.) dadgenili
agrZelebs funqcionirebas. rac Seexeba
normebi, rogor moiqces SromiTi konfliqtebis
Tanamedrove sakomunikacio sistemebs,
dros da a.S. es da kidev mravali sxva aspeqti
teqnologiebs da saSualebebs, am rolSi axla
warmoadgens biznes-komunikaciis ZiriTad
ukve gvevlineba interneti Tavisi yvela im
funqcias da am funqciis efeqturad
funqciebiT, rac Tanamedrove sainformacio
ganxorcieleba mTlianad aris damokidebuli,
sistemebis da teqnologiebs Tanamgzavria.
masze, Tu rogor flobs biznesmeni biznes-
sakomunikacio sistemebis ganviTarebis
komunikaciis kulturas.
aseTi maRali donis miuxedavad, ofisebis

9 10
(dawesebulebaTa) sakomunikacio saSualebebiT Soris sakomunikacio urTierToba da nel-nela
aRWurva anu meqanizeba daiwyo XIX saukunis gaCnda axali, manmade ofisisaTvis `ucxo~
meore naxevarSi. Tavidan Kkalami da qaRaldi specialoba, egreT wodebuli `TeTr xelebiani~
warmoadgenda sakomunikacio saqmianobis mosamsaxureebi, romlebic emsaxurebodnen axali
ZiriTad damxmare instrumentebs. Uunda iTqvas, gamogonebis funqcionirebas ofisebSi.
rom nawilobriv am nivTebs arc axla 60-iani wlebis SuaSi arnaxuli tempiT
daukargavT aqtualuroba da kvlavac daiwyo kompiuteris gamoyeneba. Mmsxvili
aqtualuri darCeba, magram, maTi moxmarebis konpaniebis umravlesoba kompiuterebs iyenebda
funqcia sagrZnoblad Seicvleba. iseTi samuSaos Casatareblad, rogoricaa
XX saukunis 50-ian wlebSi mTelma rigma monacemebis damuSaveba xelfasebis gasacemad,
meqanizebulma mowyobilobebma daiWires angariSebis Sedgena-beWdva, invetarizeba,
ofisebSi TavianTi adgili. AaseTi angariSfaqturebis kontroli da sxv. Nnel-nela
mowyobilobebi iyo: sabeWdi manqanebi, gamoCnda iseTi saSualebebic, romlebic
satelefono aparatebi, avtomaturi telefonebi, anxorcielebdnen Sori manZilidan informaciis
eleqtronuli sabeWdi mowyobilobebi, aslis miReba-gadacemis funqcias. aseT mowyobilobebs
gadamRebi aparatebi, ariTmometrebi, distanciuri terminalebi ewodaT, romelTa
kalkulatorebi, diqtofonebi, magnitofonebi, ZiriTadi Semadgeneli nawili iyo klaviatura
informaciis perfobaraTebsa da perfolentebze an teletaipi. faqtiurad, aseTi distanciuri
damuSavebis mowyobilobebi da a.S. am terminalebi ra Tqma unda SezRuduli
mowyobilobebma didi evoluciuri winsvla funqciebiT, faqtiurad, Sinaarsobrivad
moaxdines ofisebs Soris komunikaciis warmoadgens internetis winamorbeds.
ganviTarebis procesSi, kerZod ki, 70-ian wlebis dasawyisSi bazarze gamoCnda
mniSvnelovnad gafarTovda organizaciebs axali sakomunikacio saSualebis simravle: mini-

11 12
kompiuterebi, eleqtronuli komutatorebi, kalkulatorze an kompiuteris saSualebiT;
teqnikuri redaqtorebi da bolos, 70-iani wlebis qmnian sainformacio monacemebis bazebs
dasaruls ofisebSi gaCnda mikrokomputerebi. saqaRaldeebSi an kompiuterSi da a.S. magram,
yovelive aman safuZveli daudo sainformacio yovelive es keTdeba mxolod da mxolod
teqnologiebis farTo ganviTarebas da TiTqmis Tanavedrove sainformacio teqnologiebisa da
aRar darCa ofisi, sadac ar gamoiyeneboda sakomunikacio sistemebis uSualo gamoyenebiT.
personaluri kompiuteri (pk), aslebis aparati, Tanamedrove sainformacio da
faqsimiluri (faqsimile laTinuri sityvaa da sakomunikacio teqnologiebis momxmarebelia,
niSnavs: xelnaweris, sabuTis, xelmoweris da rogorc mamakacebi, aseve qalbatonebi;
misT. zust pirs, romelic gadaRebulia programistebi, inJinrebi, moswavleebi,
fotomeqanikuri wesiT) aparati, fotoaslebis studentebi, mkvlevarebi, mecnierebi, biznesmenebi,
rTuli manqanebi, eleqtronuli fosta firmebis mmarTvelebi, menejerebi da a.S.
specialuri satelefono sistemebiT. kompiuterebis saSualebiT awarmoeben angariSebs;
miuxedavad teqnikisa da sainformacio amuSaveben da qmnian monacemTa bazebs; adgenen
sistemebis iseTi warmatebuli ganviTarebisa, gegmebs da proeqtebs; qmnian lokalur da
ofisis Sinaarsobrivi forma ar Secvlila. globalur sakomunikacio qselebs; swavloben
dResac, Tanamedrove ofisSi igive samuSaoebi safondo birJis da sabazro ekonomikis situaciebs;
mimdinareobs, rac mimdinareobda Tundac 50 qmnian sabrokero terminalebs da a.S.
wlis win. Oofisis muSakebi ofisSi kiTxuloben; Tu kargad gavaanalizebT aq moyvanil
weren qaRaldze an krefen teqsts kompiuterSi informacias, SeiZleba `saofise istoria~
Sesatanad; axarisxeben werilebs; esaubrebian davyoT sam periodad: industriamdeli
erTmaneTs pirispir, telefoniT an internetiT; (industria laTinuri sityvaa da niSnavs:
beWdaven; asruleben sxvadasxva gamoTvlebs,

13 14
saqmianobas, samanqano teqnikiT aRWurvili 1.2. komunikaciis procesi da misi
saqmianoba), industriuli, sainformacio. mniSvneloba marTvis efeqturobisaTvis
cxadia, axla Cven vcxovrobT
sainformacio saukuneSi. wina or periodSi mkvlevarebis mier Catarebuli analizis

samuSaos warmoeba mTlianad iyo damokidebuli safuZvelze dadginda, rom ofisis xelmZRvaneli

muSakTa xarisxze, rTuli teqnikisa da Tavisi samuSao drois 50 _ 90%-s xarjavs

sistemuri meTidebis gamoyenebis gareSe. komunikaciebze, anu saqmiani saubrebis

sainformacio epoqa marTvis Tvisebrivi warmoebaze. es ar aris daujerebeli da

safexuria da ofisis muSaobas gansazRvravs advilad gasagebia, radgan, xelmZRvaneli,

Tanamedrove sistemebiT da teqnikur- biznesmeni, saqmiani adamiani, saubrebs awarmoebs

teqnologiuri saSualebebis gamoyenebis xarisxiT, imisTvis, rom realizeba gaukeTos Tavis Tavs

raTa maqsimalurad iyos dakmayofilebuli da warmoaCinos Tavisi saqmianoba sxva pirTa

sazogadoebis, rogorc momxmareblis socialuri (partniorebi, klientebi, konkurentebi da a.S.)

da ekonomikuri moTxovnebi. urTierTobaSi, sainformacio gacvla-

sakontrolo kiTxvebi: gamocvlaSi da gadawyvetilebis miRebis

1. ras warmoadgens biznes-komunikacia? procesSi. garda amisa, es saubarebi mas exmareba
2. ra iyo adamianisaTvis pirveli
garemoebis gaanalizebaSi, dagegmvis samarTavi
sakomunukacio saSualeba?
3. ra gvevlineba dRes Tanamedrove RonisZiebebis gatarebaSi, motivirebaSi,
sakomunikacio teqnologiebis rolSi? kontrolis ganxorcielebaSi. rogorc vxedavT,
4. ra ewodaT mowyobilobebs, romlebic informaciis miReba da gacvla Caqsovilia
axorcielebdnen Sori manZilidan
saqmiani adamianis yvela saxis saqmianobis
informaciis miReba-gadacemis funqcias?
5. ramden periodad iyofa `saofise istoria~ ganxorcielebaSi, komunikaciasac amitom
da ra periodebia es? uwodeben damakavSirebel process.

15 16
 ramdenadac organizaciis xelmZRvaneli komunikaciebi warmoSobs aRniSnul problemebs.
(biznesmeni) axorcielebs Tavis funqcias, riTac sxva SemTxvevaSi, Tu komunikaciebi efeqturad
igi faqtiurad asrulebs im rols, rac mas aqvs ganxorcieldeba, misi Sinaarsi da warmoSoba
dakisrebuli, informaciis miRebisa da gacvla- Rrmad iqneba gaazrebuli pirovnebis mier (vinc
gamocvlis xarisxis done mTlianad axdens awarmoebs saubrebs, saqmian mimowerebs, flobs
zegavlenas misi miznis miRwevis xarisxzec. zepiri sityvierebis kulturas da marags), maSin
aqedan gamomdinare, individebisa da maTi mkveTrad iqneba Semcirebuli araefeqturi
organizaciebis warmatebulobisaTvis aucilebe- komunikaciebis SemTxvevebic.
lia efeqturi komunikaciebi. nebismieri organizacia Tavisi
sakvirveli faqtia, magram, miuxedavad garemomcveli samyaros mimarT sargeblobs
imisa, rom komunikacia did rols asrulebs sxvadasxva sakomunikacio saSualebebiT.
individisa da organizaciis warmatebebis arsebul da potenciur momxmarebels isini
miRwevaSi, amave dros komunikacia erTgvar ukavSirdebian (awvdian informacias) reklamebiT
dabrkolebasac warmoadgens efeqturobis an sxva programebiT, romelic asaxavs bazarze
miRwevis gzaze. mkvlevarTa Catarebulma maTi saqonlis gadaadgilebas (moZraobas). am
gamokiTxvam aCvena, rom am faqts adasturebs dros pirvelxarisxovani yuradReba eTmoba
gamokiTxulTa 73% amerikeli, 63% ingliseli da organizaciis gansazRvruli saxis - `imijis~
85% iaponeli xelmZRvaneli. aseve, 2000 Seqmnas, rogorc adgilobriv, aseve
sxvadasxva kompaniebis gamokiTxvisas 250 aTasma zogadnacionalur da saerTaSoriso doneze.
respodentma aRniSna, rom informaciis gacvla- yoveli organizacia valdebulia daemorCilos
gamocvla warmoagdens yvelaze rTul da saxelmwifo maregulirebel organoebs da
problemur process. es gamokiTxvebi Seavsos maTTvis vrceli werilobiTi angariSebi.
adasturebs, rom swored araefeqturi TavianTi yovelwliuri angariSebiT, isini

17 18
awvdian informacias finansebisa da marketingis ufross, Tu rogor gaigo axsnili. informaciis
Sesaxeb, maT mimarT arsebul finansur gacvla-gamocvla SeiZleba CaiTvalos
(sagadasaxado da a.S.) SeRavaTebze da sxv. Sedagianad, Tu erTi mxare awvdis da meore
lobistebis gamoyenebis mizniT SeaqvT mxare gebulobs informacias. imisaTvis, rom es
Senatanebi sxvadasxava polotikuri Sesruldes, saWiroa, komunikaciur process
gaerTianebebis, jgufebis, partiebis mieqces gansakuTrebuli yuradReba.
sasargeblod, raTa SemdgomSi miaRwion maTi informaciis gacvla-gamocvla yovelTvis
daxmarebiT kanonebSi TavianTvis sasargeblo ar aris efeqturi. TiToeuli Cvengani xSirad
cvlilebebs. yovelive es xdeba sakomunikacio SevswrebivarT iseT faqts, rodesac
procsebis warmarTviT, SekrebiT, ganxilvebiT, informaciis gacvla-gamocvla araefeqturia da
satelefono saubrebiT, samsaxureobrivi am faqts adgili qonia megobrebTan, ojaxSi,
CanawerebiT, video saSualebebiT, angariSebiT, samsaxurSi, quCaSi da a.S.
momowerebiT da a.S. imisaTvis, rom kargad gavigoT
davsvaT kiTxva, ras warmoadgens informaciis gacvla-gamocvlis procesi da misi
komunikaciuri procesi? efeqturobis pirobebi, saWiroa, warmodgena
komunikaciuri procesi, es aris gvqondes procesis stilze, sadac monawileobs
informaciis gacvla-gamocvla or an met ori an meti adamiani.
mosaubres Soris. am dros orTave mxare mkvlevarebi komunikaciaSi gamoyofen oTx
TamaSobs aqtiur rols. magaliTad, Tu ufrosi sabazo elements:
Tavis qveSevrdoms uxsnis samuSaos Sesaxeb 1. gadamcemi piri, romelic agrovebs an
raimes, es mxolod komunikaciis dasawyisia. agenerirebs informacias da gascems mas;
imisaTvis, rom komunikaciis gacvla-gamocvla 2. Setyobineba, sakuTriv informacia,
iyos efeqturi, qveSevrdomma unda acnobos simboloebis daxmarebiT kodirebuli.

19 20
3. arxi, informaiis gadacemis saSualeba. arsebobs komunikaciaTa dayofa misi
4. mimRebi, visTvisac gankuTvnilia informacia funqcionirebis tipis mixedviT. esenia:
da vinc interpretirebas uwevs mas. araformaluri komunikaciebi, xelmZRvanelebsa
informaciis gacvla-gamocvlis procesSi da muSa jgufebs Soris komunikaciebi,
informaciis gadamcemi da mimRebi gadian xelmZRvaneli-qveSevrdomis komunikacia,
ramdenime urTierT dakavSirebul etaps. maTi doneTaSorisi komunikaciebi.
amocanaa Seadginon Setyobineba da gamoiyenon ganvixiloT cal-calke.
misi gadacemisaTvis arxi, iseTnairad, rom orive doneTaSorisi komunikaciebi. doneebs
mxarem gaigos da gaiazros sawyisi idea. es, ra Soris nformaciis gacvla-gamocvla xdeba
Tqma unda, Znelia, radgan yoveli etapi organizaciis SigniT vertikaluri komunikaciis
warmoadgens iseT wertils, sadac informacia CarCoebSi. informaciia SeiZleba gadaices
SeiZleba iyos damaxinjebuli an sruliad daRmavali donis mixedviT anu maRali donidan
Zaladakargulic ki. dabalze. am gziT doneebze gadecema Setyobineba
aRniSnuli urTierT dakavSirebuli etapebia: mimdinare davalebebisa da amocanebis Sesaxeb,
1. ideis dabadeba. prioritetebis cvlilebaze, konkretul davale-
2. informaciis kodireba da arxis arCeva. bebze, rekomendirebul procedurebze da a.S.
3. gadacema. daRmavali donis paralelurad, SeiZleba
4. dekodireba. informaciis gacvla saWiroebdes aRmavali
isic unda aRvniSnoT, rom xSir (qvemodan zemoT) donis mixedviTac. magaliTad,
SemTxvevaSi komunikaciis procesi ise swrafad Tu bankis dabali donis momsaxure SeniSnavs,
mTavrdeba, SeuZlebelia misi etapebad dayofa, rom kompiuteri, romelsac is iyenebs, muSaobs
rom aRaraferi vTqvaT misi analizis da gaumarTavad (gamoirTveba, `daekideba~, xSirad
problemebis warmoSobis Sesaxeb. aris `dakavebuli~, programa ar ars

21 22
mowesrigebuli da a.S.) da amiT klients uwevs Tanamimdevrulad gadaecema zemo dones
met xans mocda, vidre, is gansazRvrulia Sualeduri doneebis gavliT, rac sagrZnoblad
normaluri viTarebisTvis, maSin, man unda gazrdis Sromis nayofierebas.
Setyobineba gaugzavnos zeda dones. cxadia, am xelmZRvaneli-qveSevrdomis komunikacia.
dros igulisxmeba, rom mosamsaxurem kargad komunikaciis yvelaze cxadi saxea
icis _ `klientis momsaxureba bankis upirvelesi xelmZRvanelsa da qveSevrdoms Soris
sazrunavia~, amitom, igi Seqmnil problemas urTierToba. es urTierToba faqtiurad
acnobs Tavis uSualo ufross, es ufrosi warmoadgens informaciis gacvla-gamocvlas
Sesabamisad Tavis ufross _ operaciebis vertkalze _ zemodan qvemoT (xelmZRvaneli-
mmarTvels, operaciis mmarTveli Taviss ufross qveSevrdomi), qvemodan zemoT (qveSevrdomi-
da a.S. xelmZRvaneli). umravlesoba am urTierTobisa
informaciis gacvla-gamocvla grZeldeba mdgomareobs: prioritetebis, amocanebis da
qvemo donidan zemo donisken manam, sanam igi ar mosalodneli Sedegebis gansazRvraSi;
miaRwevs gadawyvetilebis mimReb piramde, amocanebis gadawyvetisaTvis ama, Tu im
romelic SeiZleba iyos sabanko operaciebis ganyofilebis CarTvaSi; muSaobis efeqturobis
vice-prezidenti an, Tundac, prezidentic ki. gazrdis problemis ganxilvaSi; motivirebis
unda aRiniSnos, rom, Tu am dros maRali mizniT aRiarebisa da dajildoebis procesSi;
donidan yvelaze dabl doneze momsaxuresadmi qveSevrdomTa unar-Cvevebisa da SesaZleblobis
gacemuli iqneba wamaqezebeli informacia ganviTarebasa da srulyofaSi; realurad
(madloba, fuladi jildo, dawinaureba da a.S.), arsebuli an momwifebuli problemebis irgvliv
maSin aseTi iniciativa dabali donidan informaciis SegrovebaSi; ideebis, srulyofisa,
yovelTvis iqneba ganxorcielebuli anu da winadadebebis Sesaxeb informaciis miRwevaSi.
situacia, romelic Seiqmna dabal doneze

23 24
 xelmZRvanelebsa da muSa jgufebs Soris ebisagan. araformaluri komunikaciis arxs
komunikaciebi. SeiZleba mivakuTvnoT xmis gavrcelebis (Woris)
xelmZRvanelsa da qveSevrdoms Soris arxi. am terminis (xmis gavrcelebis) warmoSoba
komunikaciebis garda, adgili aqvs aseve dakavSirebulia aSS-s samoqalaqo omTan. am
informaciis gacvla-gamocvas muSa jgufebs dros informaciis gadasacemad gamoyenebul
Sorissac. es komunikacia xels uwyobs satelefono boZebze gaWimuli mavTuliT
xelmZRvanels gazardos muSa jgufis Sromis gadacemuli informacia xSir SemTxvevaSi
nayofiereba maTi efeqturi moqmedebis mizniT. maxinjdeboda an falsificirebuli formiT
radgan informaciis gacvla-gamocvlaSi gadaicemoda. aseTi araswori (arazusti)
monawileobs jgufis yvela wevri, amitom, informacia moinaTla rogorc `Wori~. Worebi,
TiToeuls aqvs SesaZlebloba ifiqros rogorc arazusti informacia, Tavis
ganyofilebis prioritetsa da axal amocanebze, aqtualurobas dResac inarCunebs. miuxedavad
masze, Tu rogor SeiZleba jgufma erTad amisa, gamokvlevebma aCvena, rom informacia,
ifiqros da imuSaos axal cvlilebebsa da romelic gadaicema araformaluri arxebiT, anu
mosalodnel Sedegebze, racionaluri xasiaTis `Wori~, xSir SemTxvevaSi simarTles Seesabameba.
winadadebebze da a.S. garda amisa, zogjer muSa aqedan gamomdinare, araformaluri arxidan
jgufi ikribeba xelmZRvanelis gareSe da bWoben miRebul informacias aqvs arsebobis ufleba da
problemebze. aseTi Tanasworuli urTierToba misi mxedvelobaSi miuRebloba, mixedavad imisa,
xels uwyobs TanamSromlebis TviTkmayofilebis misi zemoqmedeba dadebiTi iqneba, Tu
zrdas TavianTi samuSaos mizniT. uaryofiTi, ar SeiZleba.
araformaluri komunikaciebi. komunikaciis ganxorcielebis procesSi
nebismieri organizacia Sedgeba xSir SemTxvevaSi adgili aqvs semantiur
araformaluri da formaluri komunikaci-

25 26
bariers. ganvixiloT semantiuri barieris arsi sityvis semanturi variacia xSirad xdeba
da buneba. safuZveli araswori gagebisa da zogjer
rogorc zemoT aRvniSneT, komunikaciis sruliadac ar aris cxadi misi is miSvneloba,
mizania Setyobinebis, anu informaciis gacvla- romelic Cadebuli iyo gadamcemis mier.
gamocvlis Sedegad miRebuli informaciis magaliTad, xelmZRvanelma SeiZleba angariSis
Sinaarsis gageba da misi analizis safuZvelze warmdgen Tavis xelqveiTs uTxras, rom mis mier
Sesabamisi qmedebis ganxorcieleba. amisaTvis Sedgenili angariSi calsaxad SesabamisobaSia
Cven viyenebT simboloebs, raTa mivaRwioT faqtebTan. sityvaTa wyoba _ `calsaxad
mizans. es simboloebia sityvebi, Jesti, SesabamisobaSia~ (anu kargia) xelqveiTma
intonacia (dawvrilebiT saubari gveqneba SeiZleba gaigos arasworad da ifiqros, rom
momdevno paragrafSi). swored am simboloebiT angariSi raRac calsaxaa, e.i. ar varga da
xdeba informaciis miReba da gacema saWiroebs xelaxla Sedgenas.
komunikaciis procesSi. mravali sityvis (simbolos) mniSvneloba
semantika aris sityvebis mniSvnelobisa da gamovlindeba konteqstSi, situaciaSi da, Tu
misi gamoyenebis xerxebi informaciis SeiZleba iTqvas, warmoTqmasTan midevnebuli
gadacemisaTvis. vinaidan zogierT sityvas JestiTac ki. magaliTad, igive winadadebas, Tu
gaaCnia sxvadasxva mniSvneloba, aravin ar aris xelmZRvaneli Tavis xelqveiTs keTili JestiT
garantirebuli, gadacemuli informaciidan acnobebs, maSin igi xelqveiTis mier gagebuli
mimRebi rogor miiRebs mas da isic ar aris iqneba pirdapiri (kargi) mniSvnelobiT; Tu
gamoricxuli, mimRebma isargeblos amiT da arakeTili JestiT, maSinac pirdapiri (e.i.
aseTi sityva ise gaigos, rogorc mas awyobs (ra angariSi cudia) mniSvnelobiT; xolo, Tu
Tqma unda, konkurentis sazianod). JestiT ar iqneba gamoxatuli, maSin gaugebrobas
eqneba adgili da xelqveiTi ise gaigebs,

27 28
rogorc mas SeuZlia Tavisi praqtikuli gamometyveleba, gamoxedva (mzera), warbebis
gamocdilebidan gamomdinare. aweva (an daweva), cocxali an gayinuli
ase, rom, radgan yovel CvenTagans gamoxedva da a.S. zogjer iyeneben cera TiTs,
sxavadasxva gamocdileba gagvaCnia da yoveli pirze xelis mifarebas, xeliT msubuqad Sexebas,
Setyobinebac warmoadgens axal situacias, moulodnel pozaSi Cadgomas da a.S.
aravin ar aris dazRveuli, rom meore mxare komunikaciis dros did mniSvneloba aqvs
simbolos (sityvas) miawers igive mniSvnelobas, ukukavSirs. ukukavSiri saSualebas iZleva
rogori mniSvnelobiTac is iyo gamoyenebuli. gavigoT mosaubrisgan aris Tu ara miRebuli
semantiuri problemebi ufr metad aCens Tqveni winadadeba. komunikacia efeqturi iqneba
Tavs, roca komunikaciur process adgli aqvs maSin, roca pirovneba, rogorc informaciis
mravalnacionalur garemoSi. aq Tavs iCens ara gadacemisas, aseve miRebisas erTnairi sizustiT
marto erTi sityvis sxvadasxva semantiuri moqmedebs. aucilebelia SegeZlos mosmena. ar
mniSvneloba, aramed Targmnis problemebic. aris sakmarisi marto wakiTxvisa da cifrebTan
Zalze did problemas vawydebiT urTierTobis codna, radgan am dros TiTqmis
frazeologiuri gamoTqmebis SemTxvevaSi. es ar eTmoba yuradReba mosmenis unar-Cvevebis
iseTi gamoTqmebia, romlis zusti Targmani ganviTarebas.
Znelad gansaxorcielebelia da mxolod mosmena, rogrc zogierTi fiqrobs,
analogiis gamoyenebiT SeiZleba azris gageba. sruliad ar niSnavs idge wynarad da amiT
araverbaluri komunikaciis dros saSualeba misce mosaubres ilaparakos. es
gamoiyeneba nebismieri simbolo, garda sityvisa. mxolod erTi aucilebeli fragmentia mosmenis
zogjer araverbaluri simbolo gamoiyeneba kulturis da ara sakmarisi. rogorc
verbalur simbolosTan erTad da aZlierebs an gamokvlevebma aCvena, xelmZRvaneloba
azrs ucvlis sityvas. aseTi simboloebia: saxis (ufrosoba, mmarTveli) usmens 25 _ 30%-is

29 30
efeqturobiT. es sakmarisi ar aris, radgan 1.3. saqmiani eTiketi (etiketi), saqmiani
efeqturi mosmena warmoadgens menejeris eTiketis zogadi cnebebi
efeqturi funqcionirebis ZiriTad daviwყoთ imiT, rom eTiketi anu etiketi
maxasiaTebels. berZnuli sityvaa da warmoadgens filosofiur
moZRvrebas moralis da zneobis, rogorc
sakontrolo kiTxvebi: sazogadoebrivi Segnebis erT-erTi formis Sesaxeb.
1. ras warmoadgens komunikaciuri procesi? saqmiani eTiketis qvეS unda vigulisxmoT,
2. ramden da romel sabazo elements biznesmenis, რogorc garkveuli sazogadoebriვi
gamoyofen mkvlevarebi komunikaciaSi? jgufis (biznesis) anu profesiis
3. rogoria komunikaciaTa dayofa misi warmomadgenlis yofaqcevis normebi, რomlebic
funqcionirebis tipis mixedviT?
mas unda axasiaTebdes da iyenebdes klientebTan,
4. ra aris semantikuri barieri?
mewarmeebTan, konkurentebTan da saეrTod,
sazogadoebasTan saqmiani Sexvedrebis moმentSi.
saqmiani Sexvedrebis dros biznesmeni uSualo
komunikaciaSi imyoფeba sazogadoebis garkveul
wresTan, amitom, didi mniSvneloba aqvs, Tu
rogor flobs igi sakomunikacio aparats da
rogori eTikuri normebiT aris Seiaraღebuli.
unda iTqvas, rom sazRvargareTul
qveynebSi, sadac bizness xangrZlivi istoria
aqvs, saqmiani eTikuri normebi garkveulwilad
daxvewilia, magram erT adგilze myarad mainc

31 32
ar dgas, igi dinamikuri procesebis rigs normebiT, magram, rogorc yvela xelovneba, isic
miekuTvneba. saqmiani eTiketi, rogorc biznes- aZlevs adamians SesaZleblobas gamoavlinos
komunikaciebis nawili, axla FmWidrod sakuTari individualuroba, talanti,
ukavSirdeba iseT komunikaciur saSualebebs, inteleqti, profesionalizmi, samyaros
rogoricaa internet-teqnologiebi da misi SecnobiTi xedva.
Tanamdevi sainფormacio sistemebi Tavisi mravlad Seiძleba moviyvanoT magaliTebi,
urTulesi teqnologiebiT. აqedan gamomdinare, Tu ramdenad mniSvnelovania warmoTqmiTi
biznes-komunikaciebis da saqmiani eTiketis normebis dacva zepirსityvierebaSi. rogor cvlis
formebic eqvemdebareba drosa da sivrceSi ritmi, intonacia da punqtuacia (sasveni niSnebi)
cvაlebadobas, ixveweba da iZens axal Tvisebriv warmoTqmulis Sinaarss, rogor SeiZleba
maxasiaTeblebs. Secvalos msmenეlis fsiqolagia sityvis
unda iTqvas, rom eTikis formebi jer polemikurobam da ra SeiZleba moxdes sajaro
kidev antikuri xanidan iRebs saTaves da igi gamosvlaSi arasworad warmoTqmuli sityvis an
kacobiobis ganviTarebasTan erTad viTardeboda eTikuri normebis darRvevis SemTxvevaSi.
da viTardeba. სaqmiani urTierTobebis kultura, imisaTvis rom davrwmundeT intonaciisa
saqmiani sityvierebis xelovneba yovelTvis da punqtuaciis mniSvnelobaSi, warmogidgenT

warmoadgenda antikuri filosოfosebis poet-akademikos irakli abaSiZis erT leqss _

interess, romelsac isini xedavdnen `kapitani buxaiZe” ori saxiT. sawyisi formiT

lingvisturi, fsiqoloiuri, aqtioruli igi aseTnairad aris warmodgenili :

me, qarTveli buxaiZe,
teqnikisa da xerxebis gaმovlenaSi.
balyareTis mTebSi vwevar,
cxadia, saqmiani urTierToba, rogorc
rom SemeZlos saflavidan,
xelovneba, Sezღudulia mkacri wesebiTa da

33 34
 Zmebo, mxaris wamoweva, niSniT da wavikiTxavT, aqac Sinarsi mTlianad
me sicocxles xelmeored icvleba: `araraobav dedakaci unda gerqvas Sen?”
Sevwiravdi mSobel mxaraes, sityvis warmoTqmis polemikurobaze
Sevwiravdi imav miwas, metyvelebs erTi saintereso magaliTi. Turme,
dRes rom gulze damayares. roca berZeni pilosofosi diogene daapatimres
axla am leqsSi meore, meeqvse da bolo da miiyvanes monebis bazarze gasayidad, igi
striqonis boloSi davsvaT kiTxvis niSnebi da ucbad gausxlta xelidan mcvelebs, avarda
vcadoT wavikiTxoT igi aseTi formiT: auqcionis tribunaze da xmamaRla daiyvira:
me, qarTveli buxaiZe, `iyideba monis patroni. MmoaswariT da romelime
balyareTis mTebSi vwevar? monam SeiZineT igi.” rogorc vxedavT,
rom SemeZlos saflavidan, absolutur uimedo mdgomareobaSi diogenem naxa
Zmebo, mxaris wamoweva, SesaniSnavi gamosavali. swored aseT Tvisebas
me sicocxles xelmeored unda flobdes biznesmeni, romelmac unda
Sevwiravdi mSobel mxaraes? moaxerxos Sekrebebze, saqmian Sexvedrebze,
Sevwiravdi imav miwas, klientebTan urTierTobisas da a.S. daumtkicos
dRes rom gulze damayares? mowinaaRmdeges Tavisi upiratesoba da saqme
advilad misaxvedria, rom leqsis Sinaarsi yovelTvis Tavis sasargeblod Semoabrunos.
mTlianad Seicvala da man ruliaad aba, warmoidgineT, biznesmeni, romelic
sawinaRmdego azri gadmogvca. gamodis sajarod, urevs azrebs erTmaneTSi,
kidev erTi magaliTi Seqspiris cnobili ylapavs sityvebs, ukankalebs xma da xelebi,
gamonaTqvamidan: `araraobav dedakaci unda saxe wamoaWarxlebia, mzera mxolod erTi
gerqvas Sen”. am gamonaTqvamSi, Tu striqonis wertilisken miumarTavs da oflSi iwureba. es
bolos dasmul wertils SevcvliT kiTxvis

35 36
aris portreti im biznesmenisa, romelic 1.4. saqmiani eTiketis formebi da Sinaarsi,
warmatebas verasdros miaRwevs. biznesmenis garegnoba
mimika, Jesti, moZraoba, TavSekavebuloba,
rogorc zemoT aRvniSneT, eTiketi aris
Cacmuloba, sityvis warmoTqmis kultura,
qcevis dadgenili wesrigi, romelic biznesmens
TviTdajerebuloba, Wkvianuri da logikuri
exmareba Tavidan aicilos marcxi da
gamoTqmebi, mizanmimarTuli da Rrma mimzidveli
moawesrigos sazogadoebasTan urTierToba
mania, ai ra aris saqmiani eTiketis ZiriTadi
sayovelTaod miRebuli xerxebis safuZvelze.
formebi, romelic klientisTvis damamaxsovre-
Tu davkonkretdebiT, SeiZleba vTqvaT, rom
belia da mas ubiZgebs Tqveni biznesisken
eTikets gaaCnia ori ZiriTadi funqcia: pirveli
nabijis gadmodgmaze, rac biznes-saqmianobis
es aris qcevis wesebis formireba; meore aris
warmatebulobis garantia.
moxerxebuloba, mizanSewoniloba, parqtikuloba.
ase, rom eTiketi gansazRvravs biznesmenis
sakontrolo kiTxvebi:
yoveldRiuri cxovrebis sistematurobas
1. ra aris eTiketi anu etiketi?
dawyebuli wvrilmanebidan, damTavrebuli
2. raSi vlindeba სaqmiani urTierTobebis
saerTo wesebiT.
kultura?
erT-erTi upirvelesi wesi, romelic
ra aris saqmiani eTiketis ZiriTadi formebi?
gamomdinareobs eTiketis gansazRvrebidan, aris-
`moviqceT amgvarad” imitom ki ara, rom asea
miRebuli, aramed, mizanSewonilia, moxerxebulia
da pativiscemaa sxvis da sakuTari Tavisadmi.
saqmiani komunikaciebis anu biznes-
eTiketis formebi identificirebuli ar aris da

37 38
igi sxvadasxva WrilSi SeiZleba iyos ganxiluli. miaqcios biznesmenma Semosvas es misi
biznes-eTiketis formebidan ZiriTadad ixilaven gamousworebeli Secdoma iqneba.
biznes eTiketis sam amocanas: magaliTad, Cacmulobis sisufTave da
4. biznesmenis garegnoba, lazaTanoba asocirdeba biznesmenis saqmis
5. satelefono saubrebi, saqmiani mimowerebi, organizebulobaSi, sxvisi da Tavisi drois
6. saqmiani adamianis qcevis normebi fasis gacnobierebaSi; xolo samosis
rerstoranSi. mouwesrigebloba sinonimia biznesmenis
ganvixiloT es amocanebi cal-calke. gulmavwyobis, mouwesrigeblobis da a.S.
biznesmenis garegnoba. kostiumis tarebas Tavisi wesebi gaaCnia.
biznesmenis garegnobas gansazRvravs ori es wesebic ar aris identificirebuli da
faqtori: tansacmeli anu Cacmuloba, Jesti da erTmaneTisgan gansxvavdeba. moviyvanT kostiumis
moZraoba. tarebis yvelaze miRebul wess, romelic
ra igulisxmeba CacmulobaSi? dReisaTvis internetis veb-gverdidan aris gadmowerili da
yvelaze gavrcelebuli da miRebuli forma Cvens mier Sejerebuli.
biznesmenis CacmulobaSi aris kostiumi. wesi1. arasdros ar CaicvaT erTdroulad
SeiZleba iTqvas, rom kostiumi saqmiani kostiumi da sportuli fexsacmeli. Ees
adamianis savizito baraTs warmoadgens. nivTebi ar aris Sesaferi
sazogaoeba anu, ufro miznobrivad rom vTqvaT, erTmaneTisaTvis, radgan maT sxvadasxva
kilenti, upirveles yuredRebas aqcevs, Tu, daniSnuleba gaaCniaT.
rogor aris Semosili biznesmeni da misi wesi 2. Tu kostiumi gacviaT, maSin ar daiWiroT
pirveli STabeWdileba, kargi, Tu cudi, didxans sportuli CanTa. Tu mainc da mainc es
rCeba mexsierebaSi. Aamitom, yuradReba ar aucilebelia, maSin, CanTa SearCieT
erTtonalur (da ara Wreli) ferSi.

39 40
 kostiumTan umjobesia ataroT nawili ufro grZeli iyos, vidre misi
`diplomati”, `portfeli” an saqaRalde. wina, farTo nawili da igi moCandes.
wesi3. Tu icvamT kostiums, unda gaikeToT wesi 6. samuSao saaTebSi ecade ar gamoirCeode
halstuxic. Hhalstuxi kostiumis Seni tansacmliT. yoveldRiuri
aucilebeli atributia. `saqmian” moxmarebisaTvis araTvalSi sacemi
kostiums halstuxis gareSe ar (araWyetela) kostiumi iTvleba karg
atareben. Ggamonakliss Seadgens, roca tonad. ar ataroT Zalze Ria feris
icvamT sportuli yaidis pijaks, kostiumi. yvelaze misaRebi da
romelic SeiZleba CaicvaT maisurze, gavrcelebuli feria: muqi-lurji, muqi-
magram aseTi pijaki ar aris saqmiani ruxi. ar CaicvaT Wreli (Wrela-Wrula)
pijaki da amitom, ar saWiroebs an muqi feris perangi. Hhalstuxi unda
halstuxs. Tu icvamT arasportuli iyos naklebad kaSkaSa da TvalSi
yaidis orbortian pijaks, aucileblad sacemi moxatulobis gareSe. windebi
unda gaikeToT halstuxi. unda iyos muqi Seferilobis.
wesi 4. perangs, romelsac icvamT kostiumis wesi 7. upiratesoba mianiWeT Sav fexsacmels da
qveS, unda hqondes grZeli saxeloebi. TeTr perangs.
Eeleganturad iTvleba, Tu perangis wesi 8. halstuxi, gakvanZul mdgomareobaSi unda
saxeloebi kostiumis saxeloebidan Cans exebodes qamris Sesakravis qveda bolos.
1,5 _ 2 sm-iT. biznesmenisTvis ar aris wesi9. halstuxis sigane gaTanazo-mierebuli
misaRebi perangi, romelsac aqvs gulis unda iyos pijakis sayelos gadanakecTan.
jibeebi. wesi10. halstuxi unda iyos kostiumze Ria da
wesi5. araviTar SemTxvevaSi dauSvaT, rom perangze muqi.
halstuxis naskvis qveS moqceuli viwro

41 42
wesi11. ar dauSvaT moxatulobaTa SeuTavseblo- gamoiyeneba oficialur zeimze an
ba anu kostiumis or elements zedized dResaswaulebze, unda gaikeToT mxolod Sav
ar unda hqondes moxatuloba. kostiumze. halstuxi, romelsac vikeTebT
zogierTi ubralo rCeva d. Cesterisa, saRamoebze, unda iyos naturaluri an
romelic gamoqveynda `pablik rileiSinz”-Si: xelovnuri abreSumis. Tu halstuxi Sekerilia
Ria kostiums atareben dRiT, xolo RamiT xarisxovani materiisagan, misi moxsnisas kvanZi
muqs. Ooficialur viTarebaSi pijaki unda iyos unda daiSalos. Tu halstuxi ar aris Zvirfasi
Sekrul mdgomareobaSi. Ppijakis Rilebi materiis, maSin, kvanZi SeiZleba ar davSaloT da
SeiZleba bolomde iyos gaxsnili vaxSmis dros igi movixsnaT Tavze gadaZrobiT.
an rodesac zixar Teatris savrZelSi. axla ganvixiloT biznesmenis garegnobis
wamodgomisas aucilebelia pijakis Sekvra ganmsazRvreli meore faqtori _ Jesti da
zemoTa Rilze. gamosasvleli kostiumi moZraoba. TavdaWeris manera, esec erT-erTi
yovelTvis gqondeT mowesrigebul xerxia ganawyo Sens mimarT pativiscemiT Sens
mdgomareobaSi.Ees exeba fexsacmels, windebs, garSemo myofi. Qqcevis maneraSi did rols
sakinZebs (`zaponkebs~). Kkostiumi unda iyos TamaSobs Cveuleba. Cveulebam SeiZleba erTis
moxerxebuli. Aar rais aucilebeli modas mxriv xazi gausvas pirovnebis Rirsebas, meores
ayola. Uumjobesia gamoiyurebodeT aramodurad, mxriv ki SeiZleba es Rirseba Selaxos da
magram kargad Cacmuli, vidre modurad da nulamdec ki daiyvanos.
cudad Cacmuli. atareT erTdroulad ori zogjer adamiani iqceva arabunebrivad da
cxvirsaxoci. erTi `samuSao”, romelic CaideT amiT aranakleb avnebs Tavis Tavs, vidre cudi
Sarvlis jibeSi, meore, yovelTvis CveulebiT. saqmiani adamianis yvelaze kargi
absoluturad sufTa, pijakis Sida jibeSi. mdgomareobaa iyos bunebrivi, radgan mcdeloba
halstuxi-pepela (`baboCka~), romelic

43 44
Tavi warmoCanos ise, rasac ar warmoadgens, saubris dros mosaubres daujeqiT
Zalze SesamCnevia da damamcirebeli. pirdapir, ar moixaroT an ar gadawveT ukan,
Jesti da moZraoba warmoadgens pirovnebis zogjer SeiZleba gverdiT dajdomac.
imijis Semadgenel nawils. Zalze xSirad xdeba, saqmiani qalisaTvis yvelaze misaRebi
rom swored Jesti warmoadgens adamianis jdomaa: muxlebi erTad, terfebi axlos, odnav
xasiaTs, mis pirovnebas, Tundac maSin, roca mas daSorebuli quslebiT, wvivebi odnav iribad.
es TviTonac ar surs. saubris dros Tavis Cargva xelebSi ar
moZraoba ar unda iyos mkveTri da Cqari. SeiZleba, es Jesti mosaubreSi aRiqmeba, rogorc
laparakis dros ar unda davuSvaT Zirs didi saubris Sewyvetis survili.
xniT Tvalebi da ar unda ijdeT moSvebul mxrebis aCeCva an kisris wagrZeleba
pozaSi. misaRebia moclilobis Jams moeSva, aRniSnavs daZabulobas, tovebs Caketilobis
raTaA aRidgino energia, xolo samuSao STabeWdilebas. Mmosaubreze keTilganwyobis
procesSi lazaTianoba, mowesrigebuloba, es mosaxdenad Tavi unda gadaxaroT odnav gverdze.
aris biznesmenis ganuyofeli Tanamgzavri. es qmnis STabeWdilebas, rom Tqven mas
Tu imyofebiT Tqvenze ufrosi adamianebis yuradRebiT usmenT.
wreSi, moeqeciT maT zrdilobianad. ar gaakeToT iseTi ram, romelic ise
skamze jdomisas ar unda iqanaoT, ar iqneba gagebuli, rogorc drois gawelva.
dajdeT skamis napirze, ar gadawveT ukan, ar magaliTad: sigaretis moweva, saTvaleebis
daiwyoT fexebis qneva da iatakze bakuni, ar SuSebis gawmenda da a.S. miuTiTebs, rom Tqven
aris rekomendebuli magidaze idayvebiT gsurT gaeqceT pasuxs.
dayrdnoba. Ddajdomis da adgomis dros ar unda Tu qalbatoni jdeba manqanaSi, is jer
ixmauroT. skami iatakze ki ar gaaxoxoT, aramed unda dajdes da Semdeg gaSalos fexebi. xolo,
gadadeT ise, rom xeli CaWidoT skamis sazurges.

45 46
manqanidan Camosvlisas, jer unda gaSalos 1.5. satelefono saubrebi, saqmiani
fexebi da Semdeg unda daiwyos Camosvla. mimowerebi

satelefono saubrebi. komunikaciis

sakontrolo kiTxvebi:
yvelaze xSirad gamoyenebadi saSualebaa
1. ra aris eTiketis ZiriTadi funqcia?
satelefono saubrebi. Ppiradi saubrisgan
2. raSi mdgomareobs biznes eTiketis sami
gansxvavebiT, satelefono saubrebs is
amocana?
uaryofiTi mxare aqvs, rom am dros mosaubre
3. romeli faqtorebi gansazRvravs
mxareebi ver xedaven erTmaneTs da Sesabamisad
biznesmenis garegnobas?
verc akvirdebian mosaubris reaqcias da Jestebs.
4. ra igulisxmeba CacmulobaSi?
asea, Tu ise, satelefono saubrebi erT-erTi
5. moiyvaneT kostiumis tarebis yvelaze
xelsayreli formaa biznesmenisaTvis (saqmiani
miRebuli wesebi.
adamianisaTvis) da didi mniSvneloba aqvs, Tu,
6. ra igulisxmeba Jestsa da moZraobaSi?
rogor flobs igi komunikaciis am saSualebas.
telefonze saubrisas yoveli Cvengani
interesdeba, Tu, rogor usmes mas meore mxare
da gvinda amaSi davrwmundeT kidec (aseve
fiqrobs meore mxarec), amitom, saubris dros,
rogorme unda acnoboT mosaubres, rom mas
Tqven yuradRebiT usmenT. amisaTvis unda
ixmaroT sityvieri gadaZaxili (rogorc piradi
saubrisas viqceviT, mag. Tavis daqneva da a.S),
rogoricaa: `diax~, `kargia~, `gismenT, `batoni

47 48
brZandebiT~, `ra Tqma unda~, da a.S. xandaxan SuadRe mSvidobisa, saRamo mSvidobisa,
moiTxoveT meore mxaris mier mowodebuli gamarjoba da sxv.; uTxraT: `moxaruli var
informaciis mcireodeni dazusteba. es yovelive, Tqveni xmis gagonebis~ (an TqvenTan saubris);
mosaubres aZlevs met damajereblobas da igi riT SeiZleba dagexmaroT?
ufro gaxsnili iqneba TqvenTan saubarSi. zogjer xdeba, rom zari gadaamisamarToT
telefonze Tqveni saubris manera, sxvaze, an yurmili gadasceT sxvas. am
TqvenTan mosaubres warmodgenas uqmnis Tqveni SemTxvevaSi adresants unda acnoboT damrekis
organizaciis imijze. Tu Tqvens saubarze mas vinaoba da damreks ki auxsnaT dawvrilebiT,
Seeqmneba cudi warmodgena, es imas niSnavs, rom, visTan da ratom gadacemT zars (yurmils).
Tqven samudamod dakargavT klients. imisaTvis, SeiZleba moxdes isic, rom pirovneba,
rom es ar moxdes unda gaxsovdeT: romelTanac rekaven, ar aris adgilze. Aam
1. yuradRebiT mousmineT mosaubres, Tavi SemTxvevaSi damrekavs unda hkiTxoT, `riT
mouyareT mis naTqvams, SeajereT da SemiZlia dagexmaroT~? Tu Tqven miiRebT pasuxs,
kargad gaanalizeT; rom ver SeZlebT mis daxmarebas, maSin hkiTxeT:
2. damajerebeli sityvebiT da Sesabamisi `ra gadavce~? Tu mopasuxe gTxovT raime
intonaciiT daarwmune mosaubre, rom Tqven informaciis gadacemas, maSin es yvelaferi
kargad gesmiT am saubris Sinaarsi. sityva-sityviT unda CaiweeroT specialur
Tu Tqvens ofisSi (an mobilurze) rekavs wignakSi an SetyobinebaTa rveulSi da SepirdeT
telefoni da Tqven iRebT yurmils, aucileblad damrekavs, rom yvelafers gadacemT adresants:
acnobeT Tqveni vinaoba da daasxeleT Tqveni `me Tqvens informacias aucileblad gadavcem...~
ofisi (ganyofileba, departamenti da a.S). (aqac da amis Semdgom wertilebSi igulisxmeba
Tavazianad hkiTxeT damreks Tavisi saxeli. amis adresatis saxeli) an `me vizruneb masze, rom ...
Semdeg SeiZleba miesalmoT: Ddila mSvidobisa,

49 50
 miiRos Tqveni informacia, damSvidebuli icvleba darekvis Rirebulebac. aris qveynebi,
iyaviT~. Tqven piroba aucileblad unda sadac zaris Rirebuleba dRis sxvadasxva
SeasruloT da miaqcioT yuradReba, raTa monakveTSi sxvadasxvaa. magaliTad, did
informacia rac SeiZleba droulad miiRos britaneTSi dRis meore naxevarSi (pirveli saaTis
adresatma. Semdeg) zaris Rirebuleba gacilebiT iafia,
axla vnaxoT, Tu, rogor unda moviqceT, vidre dRis pirvel naxevarSi. Ggarda amisa,
roca saqmiani saubrisTvis Cven TviTon vrekavT pirovneba, romelsac urekavT, SeiZleba dRis im
telefonze. upirveles yovlisa, saWiroa, winaswar monakveTSi dakavebulia da ver SeZlebs
movemzadoT, CaviweroT: vis vurekavT, ra nomerze kontaqtze gamosvlas. Yyovelive amis codna
unda davrekoT, risTvis vurekavT. es dagvexmareba saWiroa, raTa telefonze saubari iyos efeqturi,
nomris akrefis momentSi ar gadagvaviwydes sad ekonomikuri, orive mxaresaTvis misaRebi.
vrekavT. ase viqceviT imitom, rom, saqmiani zogjer saqmiani adamiani anxorcielebs
adamianis zarebi xSiria da xdeba is, rom egreT wodebul Znel zarebs. Zneli zarebi
darekvis momentSi, Tu Canaweri ar gvaqvs pirobiTi cnebaa da iseT darekvebs hqvia, roca
gamzadebuli, SiZleba ucbad dagvaviwydes visTan telefoniT wydeba raime mniSvnelovani problema.
vrekavT da, rodesac meore mxares iReben am dros umjobesia, gavigoT mosaubris saxeli da
yurmils da exmaureba Tqvens zars, uxerxul mcireodeni cnobebi mainc mis Sesaxeb. darekvis
mdgomareobaSi vardebiT. garda amisa, didi dros, roca mosaubres, romelTanac unda
mniSvneloba aqvs sad anu geografiulad, gadawyvitoT probleba, mimarTavT sakuTari
dedamiwis romel adgilze vrekavT, radgan am saxeliT, mag. Bbatono. . . , es iwvevs mis, Tqvendami
SemTxvevaSi moqmedebaSi Semodis drois (saaTis) pativiscemas da igi erTgvarad lmobieri xdeba
faqtori. mniSvnelovania aseve dRis romel Tqvens mimarT, rac problemis gadawyvetas
monakveTSi vrekavT. garda droiTi monakveTisa, garkveulwilad uwyobs xels.

51 52
 zars SeiZleba vuwodoT `rTuli~ im warmatebuli satelefono saubari
SemTxvevaSic, roca adgili aqvs teqnikur gaamagrebs, rogorc Tqvens sakuTriv reputacias,
gaumarTaobas (cudi smenadoba an kavSiris aseve Tqvens organizacias Caayenebs yvelaze
uecari gawyveta). Tu kavSiri imdenad cudia, rom momgebian viTarebaSi da awevs imijs saqmiani
saubris gagrZeleba Zneldeba an SeuZlebelia, adamianebis wreSi.
TxoveT mosaubres SegatyobinoT telefonis da, bolos, telefoniT saubarisas
sxva nomeri, romelzec gadaurekavT mas. Tu daculi unda iyos Semdegi wesebi:
kavSiri gawyda da mosaubrem dagaswroT ¾ wardgenas (Tavisi vinaobis Sesaxeb)
(Tundac Tqven daaswariT) gadmorekva, mouxadeT pirvelad akeTebs is, vinc rekavs.
mas bodiSi, saubris gawyveta Tqveni telefonis ¾ Tu is abonenti visTanac rekavT adgilze
bralic rom ar iyos, amiT araferi ar aRmoCnda, maSin wardgena sxva pirTan
dagiSavdebaT. Aam SemTxevvaSic, Tqven aucilebeli ar aris. sakmarisia, yurmilis
SearbilebT problemis mogvarebas. amRebs miesalmoT da sTxovoT yurmili
Tu Tqveni mosaubre raimeze gamoTqvams miawodos mas, visTanac gsurT dakavSireba.
saCivars an ukmayofilebas, gamoucxadeT mas, Tu igi ofisSi ar aRmoCndeba, ikiTxeT
rom SedixarT mis mdgomareobaSi da rodos iqneba adgilze an sTxoveT gadascen
TanaugrZnobT, Tundac misi ukmayofileba maT Tqveni danabarebi da dadeT yurmili.
usafuZvlo iyos (miTumetes, roca es saCivari ¾ Tu abonenti ar pasuxobs, didxans nu
Tqven ar gexebaT). gaxsovdeT, rom Tqven daiWerT xelSi telefons, radgan
warmoadgenT Tqvens organizacias da SesaZlebelia abonents ar surs TqvenTan
TanagrZnoba adamians awynarebs. Sesabamisad, saubari an im momentSi dakavebuli sxva
problema SeiZleba gadawydes mSvid viTarebaSi. saqmiT da ar SeuZlia pasuxi gagceT.
scadeT xelmeored darekoT mogvianebiT. N
53 54
¾ nu ecdebiT ikiTxoT visTan laparakobs. saqmiani mimowerebi (werilebi). SeiZleba
Uufro misaRebia ikiTxoT sworad akrifeT, daisvas kiTxva: ratom mainc da mainc werili?
Tu ara nomeri. xom SeiZleba davkmayofildeT telefonis
¾ dasaSvebia, Tqvens magivrad telefonze saubriT? Ppasuxi aseTia: werili, es aris
darekva sTxovoT Tqvens megobars an yvelaze xelmisawvdomi da efeqturi forma anu
daavaloT mdivans dagakavSiroT sasurvel sakomunikacio saSualeba da es yvela saqmian
abonentTan. adamians unda hqondes kargad gacnobierebuili.
¾ Tu telefoni darekevs, aiRebT yurmils da aqve gvinda SevniSnoT, rom biznesSi (da
gTxoven Tqven kolegasTan an romelime ara marto biznesSi) dro yvelaze Zvirad
TanamSromelTan dakavSirebas, nu Rirebulia. amitom, yovelTvis unda gvaxsovdes,
SeekiTxebiT vin kiTxulobs. rom saqmiani werili iyos mokle, zusti da
¾ Tu nomris akrefisas SecdiT, xelmeored arsebiTi; rom saqmiani werili Sinaarsobrivad
darekvisas ikiTxeT aris Tu ara es nomeri, ar Seicavdes bevr saproblemo Temas, magram Tu
romelzec gsurdaT dagerekaT. mainc saWiroeba moiTxovs werilSi ramdenime
¾ Tu Tqven dakavebuli xarT da ar Tema figurirebdes, maSin es Temebi vizualurad
SegiZliaT upasuxoT telefonis zars, unda gamocalcalkevdes erTmaneTisagan da
maSin daavaleT Tqvens magivrad upasuxos dainomros kidec.
Tqvenma mdivanma an TanaSemwem. Tu es mTavari kiTxvebi werilis Sedgenisas aris:
saSualeba ar gaqvT umjobesia telefoni Tu vis werT werils? ramdenad kargad aris
gamorToT. winaswar adresatisaTvis cnobili werilis
¾ telefonze laparaki unda daamTavros man, sagani? ra Tanamdeboba aqvs mas Tavis
vinc pirvelma dareka. kompaniaSi? ramdenad sworad aris
gansazRvruli werilis adresati? cxadia,

55 56
ramdenad met informacias flobT adresatis variantia, Tu gamoiyenebT Tqvens safirmo
Sesaxeb, misi maxasiaTebeli Tvisebebis irgvliv, konvertebsac, romelzec datanilia blankis
miT ufro gagiadvildebaT werilis Sedgenac da zogierTi rekviziti (yvela ar aris
arc pasuxi dagigviandebaT da aucileblad aucilebeli). Aucileblad daitoveT gagzavnili
miiRebT mas. werilois asli da CadeT saqmeSi an awarmoeT
gansazRvravT ra werilis mizans, unda maTi kompiuteruli versia.
kargad moifiqroT misi Sinaarsi, gaanalizoT rogori unda iyos werilis struqtura?
da SamowmoT yvela faqti da detali. SeajeroT werili marcxena zemo kuTxeSi unda
da mokled CaweroT yvelaferi is, ris imeorebdes (iwyebodes) konvertze daweril
gadmocemasac apirebT weriliT. misamarTs. marjvena nawiliSi weren werilis
ra aris sasurveli imisTvis, rom daweroT gagzavnis TariRs. dRe _ Tve _ weli. am
werili Tqveni saqmiani partniorisaTvis (an warwerebis qvemoT marcxena mxares iwyeba
nebismieri werilisTvi)? cxadia, unda gqondeT mimarTva. mimarTva unda iwyebodes Tavaziani
kargi teqnikuri saSualebebi (saorganizacio formiT: batono, Rrmad pativcemulo,
teqnika). pativcemulo, Tqveno aRmatebulebav da a.S.
xeliT SeiZleba daiweros mxolod piradi forma unda gansazRvroT imis mixedviT, Tu vin
xasiaTis korespondencia. aris Tqveni adresati. Kkonvertzec igive forma
werili unda daibeWdos safirmo unda iyos gamoyenebuli. werilebSic da
qaRaldze (blankze), romelsac axlavs firmis konvertzec Tavazian mimarTvas unda mohyves
emblema misi sruli dasaxeleba, safosto adresantis gvari. gvari SeiZleba mieTiTos
misamarTi, telefoni, sabanko rekviziti, faqsi, inicialebis gareSec. werilis qarTul
eleqtronuli fostis misamarTi da sasurvelia variantSi mimarTva SeiZleba iwyebodes
firmis veb-gverdis misamarTic. saukeTeso saxeliTac,Mmag. Bbatono. . . .

57 58
 mimarTvis momdevno winadadeba Tanamdeboba da firmis dasaxeleba. sareklamo
(winadadebebi) eZRvneba werilis Temis mokle werilisaTvis xelmowera da gvaris miTiTeba
formulirebas. Tu werili egzavneba konkretul araa savaldebulo. werili advilad unda
pirovnebas (da ara organizacias), maSin werili Tavsdebodes konvertSi. werils unda mieTiTos
sasurvelia daabolooT: `gulwrfelad~, sxva uku misamarTic.
SemTxvevaSi SeiZleba: `Rrma pativiscemiT~. milocva, mwuxarebis gamoxatva,
sareklamo korespondenciis an amgvari werilis samadlobelo werili im adamianebisadmi, visac
gagzavnis SemTxvevaSi, werili arapirovnuli Tqven kargad icnobT, iwereba xeliT da ar
xasiaTisaa da adresatis gvari ar moixsenieba saWiroebs gamobeWdvas. yoveli gagzavnili
da firmis saxelwodebas urTaven im werili winaswar unda Semowmdes anu
ganyofilebis saxelwodebasac, sadac igi dakvirvebiT iqnas wakiTxuli da gasworebuli.
igzavneba. usaxelo werilis gagzavna ar arasodes daiwyoT werili
SeiZleba. miuxedavad imisa, rom werlili nacvalsaxelioT _ `me~. postkriptumi
igzavneba firmis an romelime dawesebulebis (laTinuri sityvaa da niSnavs minawers anu
saxelze, aucileblad iwereba: `generalur dawerlilis Semdeg), romelsac sayovelTaod
direqtors~ (an amgvari), misi saxelisa da aRniSnaven PS-iT, iwereba xelmoweris Semdeg. PS-
gvaris miTiTebis gareSe. aseT SemTxvevaSi is qveS aweren xels an svamen mxolod
werli unda mTavrdebodes Tavaziani formiT. inicialebs.
magaliTad: `imedi gvaqvs Tqveni gulisxmierebis~ saqmiani mimowris SemTxvevaSi ar
an `imedi gvaqvs ar gagvawbilebT da gvipasuxebT gamoiyeneba safosto Ria baraTebi. dasaSvebia
pirvelive SasaZleblobaSi~ da a.S. telegramis gamoyeneba.
werilis dasasruls keTdeba xelmowera nebismieri werili moiTxovs dauyovnebliv
da gvari, Semdgom (qvemoT) mieTiTeba pasuxs. Tu Tqven ar SegiZliaT daakmayofiloT
59 60
werilSi aRniSnuli moTxovna, amis Sesaxeb xelmowerili pasuxismgebeli pirisgan da
aucileblad acnobeT werlis gamomgzavns. damowmebuli safirmo beWdiT.
milocvaze mxoled mokle pasuxia saWiro.
Tu saWiroa anu aucilebloba moiTxovs sakontrolo kiTxvebi:
bodiSis moxdas werilobiT, maSin umjobesia igi 1. ra unda gvaxsovdes satelefono
daiweros xeliT. Tu sxva gixdiT bodiSs, maSin saubrisas?
bodiSis moxdis werilze aucileblad unda 2. ra wesebi unda iyos daculi telefoniT
iqnes gacemuli pasuxi. saubarisas?
nebismieri korespondenciisaTvis saerTo 3. ra aris mTavari saqmiani werilis
wesia qaRaldis (furclis) marcxena nawilis Sedgenisas?
mTel zolze datovoT Tavisufali adgili 4. rogori unda iyos saqmiani werilis
(mindori). erTnairi siganiT. struqtura?
faqsis gagzavnisas mTavari moTxovnaa igi 5. ra aris faqsis gagzavnisas mTavari
iyos rac SeiZleba mokle. azri ar und moTxovna?
meordebodes. yvelaze saukeTeso variantia, Tu
faqsi eteva furclis mxolod erT gverdze.
aucilebelia uCvenoT Tqveni faqsis nomeri,
raTa adresats mieces TqvenTan dakavSirebis
saSualeba. faqsis gagzavnis damTavrebisas
saWiroa, darekoT da daazustoT normalurad
miiRo, Tu ara adresatma asli (ikiTxeba Tu
ara). uaryofiTi pasuxis SemTxvevaSi saWiroa
Tavidan gagzavna. faqsi aucileblad unda iyos

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 1.6. saqmiani adamianis qcevis normebi seriozuli defeqti, is unda gamoasworoT
restoranSi tualetSi.
restornis darbazSi pirveli Sedis
Tu Tqven midixarT restoranSi qalTan
mamakaci da qalbatoni (misi Tanamgzavri)
erTad, da es gadawyvetileba spontanurad
mihyveba mas nabij-nabij. Tu darbazSi mamakacs
(TviTneburad) moxda, Tavisufal adgils
Seaswro qalbatonma, maSin mamakaci valdebulia
restoranSi gamonaxavs mamakaci. Tu es Sexvadra
odnav gauswros mas, miacilos SekveTil
winaswar iyo daniSnuli, maSin mamakaci unda
magidamde da moexmaros ukeTesi (moxerxebuli)
movides ufro adre vidre qalbatoni, gaixados
adilis arCevaSi. yvelaze ufro moxerxebul
(Tu es saWiroebas moiTxovs) gare samosi
adgilad iTvleba: kedelTan zurgiT, saxiT
restornis gasaxdelSi da gaarkvios
darbazisken; darbazis SuagulSi, saxiT
oficiantTan (restornis mosamsaxure), Tu sad
Semosasvlelisken. mamakaci jdeba mas Semdeg,
aris (ra adgilzea) mis mier SekvaTili magida.
roca qali moTavsdeba skamze.
yvelaferi es unda moxdes dapatiJebuli
ar SeiZleba miusxdeT im magidas, sadac
mandillosnis mosvlamde. amis Semdeg Tqven
sxedan Tqveni nacnobebi, Tu isini ar
daxvdebiT mandilosans, exmarebiT mas
migipatiJeben. mipatiJebisTvis gadauxadeT maT
garesamosis gaxdaSi (Tu es saWiroa) da
madloba, magram ar miatovoT Tqveni
SeuZRvebiT restornis darbazSi.
Tanamgzavri qali da miujeqiT mas.
Cveulebrivad, restornis darbazSi
Tu Tqven miujdebiT im magidas, sadac
Sesvlisas, momsvlelebi Tavs iwesrigeben
ukve sxedan TqvenTvis ucnobi adamianebi, nu
sarkeSi. sarkis win, rogorc mamakaci, aseve
ecdebiT gaecnoT maT. saWiroa mxolod
qalic, isworebs mxolod varcxnilobas da
misalmeba da, Tu gnebavT odnav gaRimebiT
samoss. Tu varcxnilobas da samoss aqvs
warmoTqviT fraza _ `gemrielad SegargoT~.

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 meniu (saWmel-sasmelis CamonaTvali) miesalmoT damjdar mdgomareobaSi, fexze
mamakacma unda miawodos mandilosans an wamodgoma ar aris aucilebeli. adgoma da
waukiTxos TviTon. gverdze gasvla SiZleba, Tu saWiroa masTan
Tu Tqven restoranSi SexvediT stumrebTan dalaparakeba.
erTad, maSin ecadeT waukiTxoT meniu xmamaRla, restoranSi ar SeiZleba arafris wakiTxva,
xolo, kerZs SearCevs TiToeuli garda meniusi.
individualurad. am SemTxvevaSi, Tqveni Tu restoranSi imyofebiT mandilosanTan
SeTavazebis Semdeg, meniu SeiZleba waikiTxos da magida, romelsac usxedxarT, didia, maSin
erT-erTma stumarmac. mandilosani daisviT Tqvens marjvniv, xolo, Tu
ar SeiZleba oficiantis xmamaRla moxmoba magida pataraa, maSin daisviT Tqvens pirdapir.
(gamoZxeba), an magidis instrumentebiT: kovzi, Tu restoranSi erT magidas unda miusxdes
Cangali da sxv. akaunoT TefSze, magidis stumarTa didi raodenoba, maSin gverdSi
zedapirze, Wiqaze. umjobesia daelodoT, dajdoma unda moxdes an interesTa sferodan
rodesac gamoCndeba da mogiaxlovdebaT, JestiT gamomdinare, an asakis gaTvaliswinebiT (cxadia,
acnoboT, rom igi movides TqvenTan. saubari ar aris banketze, aramed saqmian an
magidasTan jdomis dros ar SeiZleba Tmis oficialur Sexvadraze). Tu Tqven restoranSi
varcxna, stvena, uneblie simRera, TamaSi aseT mravalricxovan magidasTan mobrZandiT
SemTxveviT xelSi aRebuli sagnebiT. Tanamgzavri mandilosnis gareSe, maSin
uzrdelobad iTvleba gadalaparakeba axlo magidasTan yuradReba miaqcieT qalbatons,
magidasTan myof stumrebTan. Tu mainc da maic romelic zis Tqvens gverdiT, marjvniv. cekvaze
es saWiroa, maSin ramdenime wuTiT SeiZleba SegiZliaT gamoiwvioT yvela mandilosani. Tu
gadajdeT maTTan. Tu Tqveni magidis gverdze Tqven ecekvebiT ucxo qalbatons, nu SeawyenT
Caivlis Tqveni nacnobi, maSin mas unda mas Tavs da gamoicekveT maqsimum orjer.

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 cekvis dros ar SeiZleba sigaretis moweva. romeliTac mowodebulia gadaxdis angariSis
gamolaparakeba sasurvelia, magram ar aris qaRaldi. nu miiqcevT yuradRebas gadamxdels
aucilebeli. Tu mandilosani restoranSi mosulia fulis gadaxdis dros, es ar aris lamazi.
Tanamgzavr mamakacTan erTad da gsurT masTan mamakaci valdebulia daexmaros mandlosans
cekva, aucileblad aiReT nebarTva mamakacidan. samosis CacmaSi. sasurvelia igi miacilos
restornidan gamosvla xdeba am Sexvedris saxlamde. arasodes gauwodoT qals marcxena
iniciatoris winadadabiT. magidis danaxarjebis xeli xelkavisaTvis an sxava saWiroebisaTvis.
gadaxda xdeba, roca yvela stumari amTavrebs didi mniSvneloba aqvs saubris kulturas
saWmlis miRebas. magidasTan.
gadaxdis dros aucilebelia Semdegi magidasTan ar SeiZleba SeexoT mZafr
wesis dacva: Tu restorenSi mipatiJeba moxda Temebs, umjobesia saubari warimarTos wynar
erTi pirovnebis mier, maSin fuls ixdis is. tonze. upiratesoba unda mieces maxvilgonier
mamakaci ixdis mipatiJebuli mandilosnis wils. da msubuq saubrebs. magidasTan miRebulia iseT
Tumca, qalbatons SeuZlia TviTon gadaixados Temebze saubari, romelic gaxalisebs magidis
Tavisi wili. wevrebs. ukulturoba iqneba kerZisa da
Tu restoranSi wasvla miRebulia sasmelebis fasze laparaki. aseve uzrdelobaa
jgufurad, maSin gadaxdis Sesaxeb (vin mosaubresTan CurCuli da yurSi saubari. unda
gadaixdis) unda iyos Tavidan molaparakeba. esaubroT ara marto Tqvens gverdSi mjdoms an
SeiZleba TiToeulma gadaixados cal-calke, an partniors, aramed sxvasac. nebismieri saubari
gadaxda moxdes saerTo (winaswar Segrovili ise unda warmarToT, rom xeli ar SeuSalos
fulidan vis-ramdeni SeeZlo) fulidan. saWmlis miRebas. gadalaparakebebi ar unda iyos
gadaxdis Semdgom am Temaze diskusiis gamarTva xangrZlivi, is unda Sedgebodes replikebisgan,
miuRebelia. gadaxdis Tanxa ideba im TefSze, mcire frazebisgan, xumrobebisgan, magram

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yvelaferi es ar unda iyos arabunebrivi da daiwyoT sityvis Tqma. sityva aucileblad
ZaldatanebiTi. daamTavreT Wiqis SesmiT (ar aris saWiro Wiqa
ar ecadoT mosaubres xeliT SeexoT, raTa SesvaT bolomde). sityvis dawyebisas SeiZleba
miipyroT misi yuradReba. Tu laparakis dros iTxovoT Wiqebis Sevseba.
Tavs ver SeikavebT cxviris ceminebisgan, ecedeT Tu magidis romelime wevri gamodis
gaakeToT igi rac SeiZleba xmadabla da bodiSis sityviT, am dros ar SeiZleba gaagrZeloT Wama
moxdiT. Tu magidis romelime wevrma cxviri an saubari. mosmenisas saWiroa iyoT wynarad da
daacemina, datoveT es faqti yuredRebis gareSe gaCerebuli.
(viTom ar gagigiaT), ar aris saWiro ra Tqma unda, didi mniSvneloba aqvs Wamis
gamoxmaureba sityvebiT: `janmrTeloba~, kulturasac.
`sicocxle~, `xeiri~ da ase Semdeg. magidis yvelaferi iqedan iwyeba, Tu rogor
mezobel wevrTan salaparakod ar SemotrialdeT miujdebi magidas. skamze unda moTavsdeT
zurgisken. nu gaamaxvilebT yuradRebas, Tu mTlianad da ise, rom magidis kidesa da Tqvens
romelime kerZs ar scemT pativs da ar korpuss Soris daSoreba iyos xelis gulis
miirTmevT, umjobesia Cumad TqvaT uari masze. odenobis (oTxi TiTi). unda dajdeT gamarTuli
yvelaze xelsayreli momenti imisTvis, rom da odnav modunebuli. idayvebi unda iyos
warmoTqvaT samagido sityva an sadRegrZelo, korpusTan axlos da ar gawioT isini ganze.
aris Sesveneba an pauza kerZebs Soris, roca mcireodenad SeiZleba idayvebis gaweva ganze im
stumrebi ar miirTmeven kerZs. sityva an SemTxvevaSi, roca kerZis Semotana dasruldeba
sadRegrZelo ar unda iyos grZeli da da stumrebi saubroben erTmaneTTan. ar
momabezrebeli. Tu sityviT ginda gamosvla, daeyrdnoT idayviT magidis zedapirs, maSinac
unda adgeT fexze, msubuqad daakakunoT Tqvens ki, roca eweviT sigarets da moxerxebulad
Wiqaze, raTa miipyroT stumrebis yuredReba da gindaT daeyrdnoT magidas xelSi sigaretiT.

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 xelsaxoci qaRaldi unda gaSaloT da daniT, romliTac xorcs Wrian, ar iReben
daifaroT muxlebze, raTa daicvaT samosi marils samariledan an saWmels saerTo
kerZis an siTxis daRvrisgan. Wamisas xelsaxoci TefSidan. wvnian saWmelSi puris CafSvna
qaRaldiT SeiZleba Siga da Sig gaiwmindoT miuRebelia.
TiTebi da faqizad SeexoT tuCebiTac. Tu droebiT apirebT Wamis SeCerebas, raTa
Tu mogitanes wvniani saWmeli, dalioT wyali (an sxva siTxe), aiRoT puri an sxva
gacivebisaTvis ar SeuberoT tuCebidan, raime, maSin dana da Cangali daawyveT ise, rogorc
umjobesia daelodoT, sanam gacivdeba. wvniani is giWiravT xelSi: dana saxeluriT (tariT)
saWmlis bolomde dasamTavreblad dasaSvebia marjvniv, Cangali saxeluriT marcxniv. Wamis
TefSis marcxena xeliT gadaxra Tqvengan damTavrebisas danas da Cangals awyoben TefSze.
sawinaaRmdegod da kovziT narCenis amoReba. Tu vinme gTxovT miawodoT dana an
dasawyisSi wvniani iWmeba kovziT, xolo Cangali, is unda miawodoT saxeluriT win
damTavrebisas SeiZleba TefSidan SesvaT ise, gaSverili, ise, rom Tqven xeli mohkidoT
rogorc lambaqidan, Tu ra Tqma unda, es TefSi neitralur adgilze (Suaze).
TviTon warmoadgens did sawvne lambaqs. yvela rbili kerZisTvis: xorci, Tevzi, da
Tu EWamis dros iyenebT danas an Cangals, a.S. unda ixmaroT mxolod dana. frinvelis
dana daiWireT marjvena, xolo Cangali marcxena xorcs miirTmeven danisa da Canglis daxmarebiT.
xelSi. xorcis naWris mTlianad daWra ar aris zogierTi kerZis, rogoricaa wiwila, Wama
miRebuli, saWiroa, naWers moaWraT imdeni da dasaSvebia xeliT. Tevzi SeiZleba miirTvaT
imdenjer, ramdenjerac mas miirTmevT, CangliT, romelsac iWerT marjvena xelSi,
winaaRmdeg SemTxvevaSi daWrili naWrebi xolo marcxena xeliT exmarebiT puris patara
gacivdeba da ugemuri gaxdeba. naWriT. Tevzis Zvlebs (fxebs) Canglis
saSualebiT awyobT TefSis kideze.

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 salaTa unda miirTvaT patara TefSze da da bolos, etiketi warmoadgens imijis
ar unda gadaiRoT igi did TefSze. Tu salaTa formirebis yvelaze mZlavr iaraRs. dRevandel
Semotanilia didi TefSiT, maSin igi Tqvens Tanamedrove biznesSi firmis saxes didi
TefSze unda gadaiRoT im kovziT an CangliT, mniSvneloba aqvs. is biznesmeni, romelic ar
romelic Tan axlavs salaTis did TefSs. icavs etikets, kargavs Zalian mbevrs. iq sadac
dauSvebelia am dros Tqveni danis, kovzis an batonobs etiketi, maRalia mwarmoebluroba,
Canglis gamoyeneba. mogeba, Sedegi. anu, rogorc biznesmenebi
buterbrods zogjer miirTmeven daniT da amboben, kargi manerebi momgebiania. im
CangliT. yovlad miuRebelia xilis mokbeCa. firmasTan, sadac icaven etikets, urTierToba
saWiroa igi jer gaifcqvnas daniT, daiWras yovelTvis sasiamovnoa. amitom, TiTqmis
nawilebad, amoiWras Siga Teslovani nawili da msoflios yvela firmisTvis etiketis dacva
mxolod amis Semdeg SeiZleba miirTvaT. gadaiqca normad. es imiT aixsneba, rom etiketi,
nu gamoiCenT mouTmenlobas da nu Tavisi bunebiT qmnis saqmiani kontaqtisaTvis
moiTxovT mogarTvan kerZi pirvel rigSi. Tu sasiamovno fsiqologiur atmosferos.
Tqven mogindaT miirTvaT sasmeli, SegiZliaT unda gvaxsovdes, rom etiketi gvexmareba
Sesavsebad gauwodoT Wiqa mas, vinc am mxolod maSin, roca ar varT Sinaganad
movaleobas asrulebs magidaze. Wiqa unda daZabuli imis gamo, rom vcdilobT moviqceT
geWiroT marjvena xelSi ceris, saCvenebeli etiketis dacviT, romelic adre arasdros
TiTisa da Sua TiTis daxmarebiT. gagvikeTebia. etiketi unda davicvaT bunebrivad,
magididan adgomisas ar ars saWiro Zaldautaneblad, daZabulobis gareSe da igi
gaasworoT xelsaxoci qaRaldi. magididan CvevaSi gadaviyvanoT.
adgomisTanave ar unda gaeSuroT etikets anu yvela karg maneras safuZvlad
gasasvlelisken, saWiroa cotaodeni Seyovneba. udevs is, rom adamiani xels ar uSlides meore

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adamians, rom yvela erTad vgrZnobdeT Tavs 1.7. saqmiani urTierToba, molaparakebis
kargad. ar unda ecadoT SeiswavloT manerebi, warmarTvis ganmsazRvreli faqtorebi
aramed unda Tqveni Tavi aRzardoT ise, rom
molaparakebebis warmarTvis ganmsazRvre-
gamoxatoT is, rac igulisxmeba manerebSi:
li faqtoria, Tu rogr flobT saqmian
frTxili da saTuTi damokidebuleba samyaros
partniorTan urTierTobis xerxebs, ramdenad
mimarT, sazogadoebasTan, bunebasTan, Sens
SegiZliaT gaerkveT mowinaaRmdegis
warsulTan.
(konkurentis) fsiqologiaSi, gaerkveT sxva
organizaciis, firmis da a.S interesTa sferoSi.
sakontrolo kiTxvebi:
unda gvaxsovdes, rom adamianis qcevis
1. rogor unda moiqceT restoranSi
safuZvels, mis mamoZravebel faqtors
Sesvlisas qalTan erTad?
warmoadgens idumali anu maluli survilebis
2. rogoria momtanTan urTierTobis weswbi?
ganxorcieleba. Aadamiani fiqrebSi adgens
3. ra wesiT xdeba restoranSi danaxarjis
Tavisi gegmebis ganxorcielebis sxavasxva
gadaxda?
variantebs, Tumca, es gegmebi ufro metad
4. rogoria restoranSi jdomisa da
survilebia da xSir SemTxvevaSi
laparakis kultura?
ganuxorcielebelic, magram mis qcevaSi
5. rogoria restoranSi saWmelisa da
yovelTvis vlindeba Canafiqrebis nawili mainc.
sasmelis miRebis kultura?
saWiroa, am survilebis amocnobis unaris
gamomuSaveba. is, vinc amas SeZlebs, yovelTvis
iqneba warmatebuli saqmian urTierTobaSi da ra
Tqma unda, misi konkurentunarianoba biznesSi
garantirebulia. xolo is, vinc amas alRos ver

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auRebs, darCeba izolirebuli da martosuli. xerxebs, adgenen specialur programebs,
Sesabamisad, marcxic ar aris Tavidan romelic farTod aris gamoyenebuli sxvadasxva
aSorebuli da warmatebaze fiqri zedmetia. profilis specialistebis momzadebis procesSi.
adamiani yovelTvis unda cdilobdes iyos rogorc cnobilia, saqmiani
marTali, zeobrivi da uangaro. is, vinc molaparakebebi da saubrebi momdinareobs
cdilobs uangarod emsaxuros sxva adamians, verbaluri (sityvieri, zepiri) formiT. es
yovelTvis isargeblebs upiratesobiT, radgan mosaubreebisagan moiTxovs styvaTwarmoTqmis,
mas afaseben, pativs scemen, misi sjeraT. Tu eTikis, kulturis ganaTlebulobis Rrma
adamians SeuZlia Tavisi Tavi warmoidginos codnas. Ggarda amisa, mniSvneloba aqvs, Tu,
mowinaaRmdegis, anu sxvis adgilze da ase rogor Jestebs da mimikebs vurTavT
gansajos Tavisi qmedeba mis mimarT, maSin sityvaTwqarmoTqmis dros, rac verbaluri
misTvis, misi momavali safiqrali aRar aris, procesis araverbaluri danamatia da
radgan aseTi adamianis momavali yovelTvis Sinaasobriva unda erwymodes mas. Aaqve gvinda
iqneba warmatebuli. aRvniSnoT, rom araverbaluri mimikebisa da
komerciuli, samewarmeo, politikuri da Jestebis gamoyenebis dros gansakuTrebulad
moRvaweobis nebismier sferoSi warmatebis unda frTxilad viyoT ucxoelebTan
miRwevaSi mTavar rols asrulebs saubrebi da urTierTobis SemTxvevaSi. yovelTvis unda
molaparakebebi. saubrebisa da molaparakebebis gvaxsovdes, rom ucxoeli partniorebi
procesis fsiqologiisa da eTikis SeswavliT (konkurentebi) Cvengan gansxvavebiT,
dainteresebulebi arian mkvlevarebi, gansxvevebuli kulturisa da religiis
specialuri sakvlev-samecniero centrebi. isini warmomadgenlebi arian da amitom, maTi Jesti da
amuSaveben da praqtikaSi nergaven mimika SeiZleba sruliadac ar Seesabamebodes
molaparakebebisa da saubrebis meTodebs da Cvensas da sawinaaRmdegoc ki iyos. MmagaliTad,

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bulgarelebi, miuxedavad imisa, rom ZiriTadad saqmiani saubari gulisxmobs informaciisa
marTmadidebluri (qristianuli) sarwmunoebis da azrebis gacvla-gamocvlas da ar
warmomadgenlebi arian, saubris dros iyeneben gulisxmobs raime xelSekrulebis dadebas an
Jests, romelic mkveTrad gansxvavdeba Cvens valdebulebaTa gamomuSavebas, romelic
mier gamoyenebuli Jestisagan. kerZod, Tanxmobis SemdgomSi unda ganxorcieldes. saqmiani
SemTxvevaSi bulgareli Tavs sawinaaRmdego saubari win uswrebs molaparakebebs da
mimarTulebiT, anu marjvniv da marcxniv warmoadgens mis Semadgenel nawils.
amoZravebs, xolo Tu naTqvamze ar Tanxmdeba rac Seexaba molaparakebebs, mas aqvs ufro
piriqiT, zemodan qvemoT, rac, am Jestis oficialuri mxare da roogrc wesi,
arcodnis SemTxvevaSi gaugebrobaSi agdebs iTvaliswinebs im dokumentebis (kontraqtebi,
masTan mosaubres. xelSekrulebebi da a.S) xelmowerebs, romelic
saubris dros yvelaze arsebiTi gansazRvravs xelmomweri mxareebis urTierT
mniSvneloba aqvs yuradRebiT movusminoT valdebulebebs.
mosaubres, agrZnobinoT mas, rom interesdebiT molaparakebebis momzadebis ZiriTadi
misi sityvebiT, Siga da Sig gamoavlinoT es elementebia: molaparakebebis sagnis gansazRvra,
interesi JestebiT, mimikiT, mokle fraziT, partniorebis moZieba, partniorebisa da
riTac daexmarebiT mosaubres raTa is sakuTari interesebis dafiqsireba,
TviTdajerebuli iyos molaparakebisas. molaparakebebis programisa da gegmis Sedgena,
cnobili biznesmeni rokfeleri amtkicebda, rom delegaciis Semadgenlobis SerCeva,
`adamianebTan saubris xerxebis codna es is organizaciuli sakiTxebis gadaWra da
ganZia, romelSic me gadavixdidi gacilebiT aucilebel masalaTa momzadeba: dokumentebi,
mets, vidre nebismier sxva rameSi am qveyanaze” formebi, xelSekrulebebi, saqonlis (Tu masze

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debT xelSekrulebas) aRwera, diagramebi, sqema, 1. racionaloba. Aaucileblad unda iqceodeT
naxazebi, nimuSebi da a.S. TavdaWerilad. Uukontrolo emociebi
molaparakebebis sqemas gaaCnia Tavisi (gabrazeba, mwyobridan gamosvla, aRelveba,
Tanamimdevroba saubris dawyeba informaciis daZabuloba, xmis tonis aweva da a.S.)
gacvla-gamocvla argumentebi da uaryofiT gavlenas axdens molaparakebaze da
kontrargumentireba gadawyvetilebis SemuSaveba gonivruli gadawyvetilebis miRebaze.
da miReba, saubris damTavreba. 2. yuradReba da saqmis wvdoma. Ppartnioris
molaparakebis procesis pirveli etapi mimarT uyuradReboba da saqmis zereled
SeiZleba iyos gacnobiTi Sexvedra anu saubari. gageba xels uSlis da zRudavs orive
am Sexvedris dros zustdeba saubris sagani, mxarisaTvis misaRebi winadadebisa da
wydeba saorganizacio sakiTxebi, dgindeba gadawyvetilebebis gamomuSavebas.
eqspertebi, delegaciis wevrebi. swored am 3. urTirTobis damyareba. Tu Tqveni partniorebi
winaswari saubrebisa da kontraqtebis gaurbian TqvenTan urTierTobas da ar
Sedgenazea damokidebuli Semdgomi interesdebian TqveniT, ecadeT gamarToT
molaparakebebis efeqturoba. maTTan damatebiTi konsultaciebi. Ees
amerikelma specialistebma SeimuSaves da dagexmarebaT urTierTobis gaumjobesebaSi.
SemogvTavazes eqvsi DZiriTadi wesi, romelic 4. saimedooba. Yyalbi informacia
dagvexmareba partniorebs Soris kavSiris argumentirebis Zalas asustebs da cudad
damyarebaze winaswari saubris dros. Ees wesebi moqmedebs Tqvens reputaciaze
aseve efeqturad moqmedebs winaswari Sexvedris 5. daiviwyeT mentoruli toni. (mentori –
Semdeg gamarTul molaparakebebzec da ar damrigebeli. Mmentori saxelad erqva
kargavs Tavis mniSvnelobas. mogvyavs es wesebi homerosis poema `odiseis” mTavari gmiris –
Tanamimdevrulad: odisevsis Svilis - telmaqes gamzrdels.) Nnu

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 SeurachyofT partniors damrigebluri toniT molaparakebis warmatebuloba bevradaa
da dauwyebT swavlebas. mTavari meTodia damokidebuli, Tu ramdenad SegiZliaT da gaqvT
daarwmunoT igi. unari kiTxvebis iseTnairad formirebis, rom
6. miReba. ecadeT kargad miiRoT meore mxare da masze partniorisgan miiRoT amomwuravi pasuxi.
iyoT misTvis maqsimalurad gaxsnili, raTA kiTxvebi unda emsaxurebodes molaparakebebis
samagierod misganac gaigoT raime axali. sworad warmarTvas da oponentis xedvis
molaparakebebis procesSi did rols gamocnobas. KkiTxvebis sworad dasma xels
asrulebs Tu drois ra monakveTSi xdeba es uwyobs TqvenTvis xelsayreli gadawyvetilebe-
molaparakeba. Eeqspertebis azriTa da praktikuli bis miRebas. saqmiani saubrebis warmatebulobis
dakvirvebebiT dadgenilia, rom optimalur da garantia agreTve im etiketis dacva, romelic
xelsayrel dReebad molaparakebisaTvis irCeven wina paragrafSi iyo mocemuli.
samSabaTs, oTxSabaTs, xuTSabaTs. Yyvelaze molaparakebis dros didi mniSvneloba
sasiamovno droa sadilobis Semdgomi dro _ aqvs sizustes, igi erT-erTi aucilebeli
naxevari, erTi saaTis Semdeg, radgan sadilze eTikuri normaa, romelic Sesisxlxorcebuli
fiqriT aRar itvirTeba goneba da saqmiani unda hqondes adamians. Mmolaparakebis
gadawyvetilebac msubuqad miiReba. safuZvelze miRebuli xelSekrulebis vadebi
molaparakebisTvis xelsayreli garemo wuTebis sizustiT unda iyos daculi. Tu es
SeiZleba TviTon SeqmnaT sakuTari dro dairRveva da dagvianebiT iqneba
mdgomareobidan gamomdinare Tqvens ofisSi, Sesrulebuli, es miuTiTebs Tqvens partniorul
partnioris warmomadgenlobaSi an iseT arasaimedoobaze da imijze.
neitralur teritoriaze rogoricaa: sastumros aseve didi mniSvneloba aqvs konkretulobas.
nomeri, restorani, sakonferencio darbazi da sxv. ecadeT yovelTvis iyoT konkretuli, moiyvanoT
faqtebi da cifrebi dawvrilebiT.

83 84
 bolos, unda gaxsovdeT, rom emTxveva, an SeTanxmebis ver miRweva, roca
molaparakebis an saubrebis negatiuri Sedegi mxareebis azri gansxvavebulia.
sulac ar warmoadgens molaparakebebis CaSlis, ra aris saqmiani molaparakebis mizani?
ukmexobis da gulgrilobis gamoCenis ganxiluli sakiTxebidan gamimdinare,
safuZvels. damSvidobeba iseTi unda iyos, rom molaparakebis erT-erTimizani SeiZleba iyos
igi gaiTvaloT Semdgomi Sexvedrebis, firmis wardgena (prezentacia).
kontaqtebis damyarebis da saqmiani kavSirebis firmis prezentaciis mizania saqmian
aRdgenis safuZvlad da ar moiWraT am wreebSi imijis damkvidreba, firmis sasurveli
kavSirebisken mimavali yvela gza. saxis Seqmna, firmis saxelis reklama. garda
partniorTan sxvadasxva sakiTxze davisa amisa, firma mimarTavs Tavisi biznes-proeqtebis
da kamaTis dros unda ecadoT gaarkvioT davis prezentacias, romelic xels uwyobs adamianebis
sagani, oponentebis pozicia da es yvelaferi informirebas biznesis saqmianobaze, rac cxadia,
gakeTdes emociisa da daZabulobis gareSe _ civ iwvevs ukureaqcias dainteresebuli adamianebisa
gulze, egreT wodebuli `orTqlis gamoSvebis” da ar aris gamoricxuli, firmam amis
meTodis gamoyenebiT, romelic dagamSvidebT saSualebiT miiRos SeTavazeba biznes-proeqtis
mrisxanebisgan, mogixsniT SiSis grZnobas da biznes ideaze da mis realizebaze, rac
CagayenebT Cveul kalapotSi. usaTuoT zrdis biznesis mogebis wils.
obieqturobis kriteriumi kamaTis dros ganvixiloT saqmiani molaparakebis
unda iyos ara mxareebis survilebi, aramed momzadeba. SeiZleba iTqvas, rom molaparakeba es
simarTle da kanoni, radgan molaparakebebi, es aris menejmenti moqmedebaSi. is Sedgeba
aris saSualeba, partniorebs (adamianebs) Soris gamosvlebisa da sapasuxo gamosvlebisgan;
urTierTkavSiri, romlis daniSnulebaa an kiTxvebisa da am kiTxvebze pasuxebisgan;
SeTanxmebis miRweva, roca mxareebis azri kamaTebisa da mtkicebebisgan.

85 86
 molaparakeba SeiZleba mimdinareobdes scenari. imasTan dakavSirebiT, Tu ra
msubuqsad da daZabuladac; partniorebma siZnelis molaparakebasTan gvaqvs saqme,
SeiZleba saerTo ena gamonaxon advilad, Znelad SeiZleba Sedges ramdenime molaparakebac;
an saerTod ver mividnen SeTanxmebamde. amitom, ¾ kargi iqneba Tu Sedgenil programsa da
saWiroa, yoveli molaparakebisTvis SevimuSavoT models gaviTamaSebT `saqmiani TamaSebis”
taqtika da misi warmarTvis teqnika. imis gamo, Teoriis gamoyenebiT. aqve aRvniSnavT, rom, Tu
rom molaparakebebi ar atareben standartul am modelis gaTamaSebisas gamoviyenebT
xasiaTs da faqtiurad sxvadasxva daniSnulebas kompiuterul (eleqtronul) sawvrTnelebs,
emsaxurebian, SeuZlebelia SemoTavazebuli iyos romelic iZleva ramdenime variantis
molaparakebis momzadebis zusti modeli. interaqtiul reJimSi ganxilvissaSualebas,
miuxedavad amisa, molaparakebis dawyebamde maSin saimedooba molaparakebis sasurveli
saWiroa momzadeba da iseTi modelis SemuSaveba, miznis miRwevisa didia;
romelic SesabamisobaSi iqneba konkretul ¾ winaswar gamoiyos is momentebi, sadac ar
procesTan. modeli ra Tqma unda Sedgeba vapirebT daTmobas da is problemebic, sadac
sxvadasxva konceptualuri bijebisgan, SeiZleba davTmoT mowinaaRmdegis sasargeblod,
romelTagan zogadad SeiZleba gamovyoT: Tu moulodnelad Seiqmneba iseTi mdgomareoba,
¾ zustad gamoikveTos molaparakebis sagani da roca molaparakeba Sedis CixSi;
ganxiluli iqnas is problema, razec unda ¾ winaswar ganisazRvros kompromisze
warimarTos molaparakebebi. iniciativac (daTmobaze) wasvlis is zeda da qveda zRvari,
mxolod imis mxareze iqneba, vinc ufro kargad romelic, Cveni azriT gamoiwvevs diskusiis
gaerkveva problemis bunebasa da arsSi; gamZafrebas.
¾ aucileblad unda Sedges samagaliTo
programa da molaparakebis mimdinareobis
87 88
 am modelis realizeba SeiZleba, Tu 1.8. klientebi da maTi identificireba
molaparakebis momzadebis procesSi Seswavlil
cxadia, nebismier biznesis warmoebel
iqneba Semdegi kiTxvebi:
firmas hyavs Tavisi klientebi. klientebi
1. molaparakebis mizani;
SeiZleba pirobiTad davyoT or jgufad:
2. partniorebi;
potencialuri klientebi da arsebuli
3. molaparakebis sagani;
klientebi. cxadia, potenciuri klientia is vinc
4. molaparakebis pirobebi;
jer kidev ar aris firmis arsebuli klienti,
5. molaparakebaSi monawileebi da damswreebi;
romelic ukve sargeblobs firmis produqciiT.
6. molaparakebis organizeba.
biznesis ZiriTadi amocanaa gadaiyvanos

sakontrolo kiTxvebi: potencialuri klienti ZiriTad anu arsebuli

1. ra aris molaparakebebis warmarTvis klientebis jgufSi. Arsebuli klienti es is
ganmsazRvreli faqtori? klientia, romelmac erTjer ukve iyida firmis
2. ras aqvs saubris dros yvelaze arsebiTi
produqcia (nawarmi) da albaToba, rom igi kidev
mniSvneloba?
3. ras gulisxmobs saqmiani saubari? iyidis igive firmis nawarms gacilebiT didia
4. ras gulisxmobs molaparakeba? vidre SemTxveviTi klientis SemTxvevaSi. amis
5. ra aris molaparakebebis momzadebis
mtkiceba SegviZlia imiT, rom klienti,
ZiriTadi elementebi?
6. ra SeiZleba iyos molaparakebis pirveli etapi? romelmac erTxel mainc iyida firmis nawarmi,
7. ra ZiriTadi wesebi arsebobs, romelic ukve endoba am firmas da aseve firmamac ukve
dagvexmareba partniorebs Soris kavSiris
icis klientis moTxovnis done da kultura.
damyarebaze winaswari saubris dros?
8. ra aris saqmiani molaparakebis mizani? xazgasmiT unda avRniSnoT, rom klientis
9. moiyvaneT molaparakebis momzadebis modelis rolSi marto erTeuli pirovnebebi ki ar
konceptualuri bijebi. igulisxmeba, aramed klienti SeiZleba iyos sxva

89 90
romelime firma, dawesebuleba, koorporacia an xdeba saqonelze an momsaxurebaze fulis
adamianTa jgufebi. Ffirma, romelic cdilobs gadaxda momxmareblis mier. am momentSi
potenciuri klientis gadabirebas, unda biznesmeni iyenebs sxvadasxav saTamasuqo
flobdes komunikaciebis iseT saSualebas da baraTebs, romlis mixedviTac klientebs
taqnologias, romelic potenciur klients sTavazoben am baraTis wardgenis safuZvelze
Camouyalibebs firmisadmi ndobas da ar aris erTgvar fasdaklebas saqonelze. aseT
gamoricxuli, man reklamc ki gauwios firmis SemTxvevaSi, klientebs SehyavT TavianTi
produqcias Tavis samaxloblo wreSic ki. aseTi samoqalaqo momacemebi, romelsac
damokidebulebebiT gacilebiT izrdeba saidentifikacio monacemebi ewodeba. es
klientebis mozidvis albaToba. monacemebi SeiZleba iyos: pasportis nomeri,
garda zemoT naxsenebi klientTa ori piradobis mowmobis nomeri, mZRolis marTvis
jgufisa, firmas SeuZlia moaxdinos klientTA uflebis nomeri da maTi msgavsi sxva
identificirebac. es aris is klientebi, damadasturebeli mowmobis nomeri.
romelsac biznes-firma gamoarCevs iuridiuli identiicireba amis Semdeg xdeba avtomaturad.
da fizikuri pirebis saerTo masidan. klientTa klientis mier nayidi yoveli nivTis (saqonlis)
identificirebis amocana wydeba sxavasxva Sesaxeb avtomaturad grovdeba informacia,
biznes mimarTulebebisaTvis sxvadasxvanairad. romlis Sedegad, garkveuli xnis ganmavlobaSi
tradiciul biznesSi anu, sadac ar iyeneben formirdeba klientis profili. aseTi
internet-teqnologiebs da romelic profilebis analizis Sedegad kompaniis
dakavSirebulia masiur momsaxurebasTan marketolgebi Semdeg gegmaven specialur
(savaWro qseli, mobiluri (fiWuri) kavSirebi, aqciebs, magaliTad, fasdaklebebi saqonlis
dasasvenebeli adgilebi da a.S.) identificireba mTel seriaze, romelic warmoadgens
SeiZleba moxdes mxolod erT adgilze, sadac

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klientisaTvis motivirebas, iyidos saqonlis mesame SesaZleblobaa kompiuteris IP (aipi)
damatebiTi raodenoba. misamarTiT informaciis miReba. IP–aris misamarTi,
axla ganvixiloT, Tu rogr dgas saqme romlis mixedviTac SeiZleba vipovoT qselSi
klientis (momxmareblis) identificirebis Sesabamisi kompiuteri da romlis mixedviTac
sakiTxSi internetis gamoyenebiT. principulad, momxmarebeli Sedis internetSi. ra Tqma unda, am
arsebobs momxmareblis identificirebis SemTxvevaSic klientis identificireba ver iqneba
ramdenime SesaZlebloba. srulfasovani, radgan, erTidaigive momxmarebeli
pirvelia parolis sistema. Ees sistema SeiZleba sxvadasxva misamarTiT, sxavasxava
momxmarebels saSualebas aZlevs miebas konkretul adgilidan Sevides internetSi. magaliTad:
veb-gverds, magram aseTi saxiT SeuZlebelia internet-kafedan, megobris kompiuteridan,
momxmareblis `profilis” ageba internetSi. samsaxuris adgilidan da a.S. identificirebis
meore saSualebaa momxmareblis dros ki ver gavarkvevT, es momxmarebeli
identificireba sabanko baraTis saSualebiT, erTidaigivea, Tu sxavdasxva.
romliTac momxmarebeli internetis saSualebiT identificirebis meoTxe SesaZleblobaa,
ixdis saqonlis an momsaxurebis fass. am dros roca momxmarebels TviTon Sehyavs internetSi
mxolod calmxrivad SeiZleba movaxdinoT informacia Tavisi pirovnebis Sesaxeb: gvari,
klientis identificireba, romelic ver iqneba saxeli, wlovaneba, samuSao adgili,
srulyofili, radgan kliens SeiZleba hqondes sacxovrebeli adgili, eleqtronuli fostis
ramdenime sabanko-sakredito baraTi da am misamarTi da a.S. gasagebia, rom verc es
SemTxvevaSi Zneli iqneba gavarCioT es sabanko- SesaZlebloba iqneba sruli identificirebis
sakredito baraTi erT pirovnebas ekuTvnis, Tu garanti, radgan momxmareblis mier Setanili
misi mflobeli sxvadasxva pirovnebaa. informacia SeZleba gangeb iyos damaxinjebuli

93 94
(rogorc xSir SemTxvevaSi xdeba kidec) da misi 1.9. biznes-komunikaciebi da biznes-
umtyunobis saimedooba Zalze dabalia. modelebi, rogorc internetis
miuxedavad amisa, specialistebi cdas ar ZiriTadi arsi

akleben daamuSaon iseTi internet-saSualebebi,

ganvixiloT biznes-modelebi, rogorc
rac gaadvilebs internetiT klientebis
internetis ZiriTdi arsi, momxmareblis
identipicirebas da misi saimedooba ufro
sakomunikacio saSualeba, romlis daxmarebiTac
maRali iqneba. cxadia, internetis gamoyeneba
SesaZlebelia fulis gamomuSaveba.
klientis identificirebisaTvis gacilebiT
interneti, rogorc sakomunikacio
momgebiania rogorc droSi, aseve finansuri
saSualeba, Tavidan ar iyo gansazRvruli
TvalsazrisiT.
biznes-procesebisaTvis da igi samxedro
daniSnulebisaTvis Seiqmna. msoflios
sakontrolo kiTxvebi:
telekomunikaciuri sistemebis arnaxulma
1. klientebis ramdeni jgufi arsebobs da
ganviTarebam safuZveli daudo internetis axal
rogoria es jgufebi?
SesaZleblobebs da igi marvalwaxnagovani,
2. ra aris klientTa identificireba?
fenomenuri efeqturi saSualeba gaxda yvela
3. momxmereblis identificirebis ramdeni
arsebuli dargisaTvis da maT Soris biznes-
SesaZlebloba arsebobs?
procesebis sferoSic daimkvidra Tavisi adgili.
internetis saSualebiT fulis
gamomuSavebis pirveli nabiji anu pirveli
modelebi iyo saZiebo samaxurebis Seqmna.
saZiebo samsaxurebis Seqmna iTveliswinebda
reitinguli sistemis Seqmnis teqnologiis

95 96
damiSavebas, romlis saSualebiTac warmoebs da isev internetSi ganTavsebuli prifesiuli
informaciis daxarisxeba gamoyenebis sferos kadris reitinguli sistemis avkargianobiT
mixedviT. reitinguli sistemebis qveS ganisazRvreba.
igulisxmeba momxmareblis profilis reitingi, Tu internetSi aris sistema, sadac
sxavdasxva nawarmoebis, xelovnebis nimuSebis, adaminebi inaxaven informacias TavianTi
kinos, beWdviTi produqtebis da Tundac profilis Sesaxeb da amave dros aris maTi
saxelmwifo moRvaweebisa da politikuri reitinguli sistemac (radgan pirovnebam
jgufebis reitinguli Sefesebebis informacia Tavis Sesaxeb SiZleba
informaciuli uzrunvelyofa. cxadia gadaWarbebulad warmogvidginos da amas
informaciis momxmarebelic da reitingSi reitinguli sistema ugulvebelyofs), maSin am
monawile subieqtebic amisaTvis ixdian informaciis mommaragebeli firma, romelic
garkveul Tanxas, rac intenet-komunikaciebiT eZebs kadrs sakonsultacio firmis Sesaqmnelad,
aris uzrunvelyofili. cxadia gadaixdis Sesabamis Tanxas.
meore magaliTad SeiZleba moviyvanoT Semdgomi bizes-modeli dakavSirebulia
internet-komunikaciebis saSualebiT profesiuli intenet-modelebTan. Tu SevZlebT SevqmnaT iseTi
konsultaciebis miReba iuridiul, finansur an internet-resursi, romelsac mimarTavs
sxva sakiTxebSi. caxdia, am SemTxvevaSic momxmarebelTa didi nawili, maSin am resursebis
momxmarebeli, Tu is iqneba darwmunebuli, rom mflobelebi, momxmareblidan, TaviaTi resursebis
aRniSnuli konsultacia iqneba maRal doneze da reklamebidan miiReben fuls. Aam modelis
agebuli aris damajerebeli reitinguli sistema, sirTule mdgomareobs, veb-gverdebze
gadaixdis Sesabamis Tanxas. Ees damokidebulia momxmarebelTa dakavSirebaSi, anu momxmarebeli
imaze, rogor xorcieldeba konsultaciebis erTjeradad sargeblobs veb-gverdiT da xSir
gamcemi profesiuli kadris moZieba da esec, isev SemTxevaSi aRar ubrundeba mas.

97 98
 biznes modelis erT-erTi saxea Wikipedia sakomunikacio biznes-modelis erT-erT
(vikipedia). Aam biznes modelis arsi mdgomareobs, saxes warmoadgens infrastruqturuli
komunikaciis sakiTxebSi sxvadasxva jgufebis platformebi. am modelis ZiriTadi arsia
urTierTobiT uzrunvelyofis infrastruqturis internet-momxmarebelTa infrastruqturuli
ageba anu sazogadoebriv-sasargeblo resursebis dajgufebis komunikaciuri uzrunvelyofa,
Seqmna, internet momxmareblebis saxiT ise, rom romlis drosac momxmarebeli momsaxureobaze
mis Seqmnaze finansebs xarjavs TviTon internet- ixdis garkveul Tanxas. Ggadaxdis saxeebia:
momxmarebeli Semowirulobis saxiT. Ees modeli 1. komunikaciis ganxorcielebis dros
faqtiurad aris arakomerciuli organizacia. misi Suamavlis arseboba. magaliTad, sadazRveo
gzavnili aris: `Cven TviTon vqmniT CvenTvis da agenti, birJis agenti, azartuli TamaSebis
Cvenve vafinansebT”. Aase, rom vikipediis Seqmna moednebi da a.S.
aris saerTaSoriso-samoqalaqo sazogadoebis 2. xelsayreli infrastruqturis arseboba,
Camoyalibebis erTerTi saukeTeso magaliTi. Aaq romelic ufro martivad da iafad SiZleba
unada iTqvas, rom vikipediis Seqmna anu vikipediis iqnes gamoyenebuli, vidre aago sakuTari. amis
saitze informaciis ganTavseba SeuZlia nebismier magaliTia sxvadasxva sagadasaxado sistemebi:
msurvels, Tu igi mis sainformacio gverdze wyalze, energo resursebze, komunalur
Seitans Tavis monacemebs da mis mier momzadebul momsaxurebaze, telefonze da a.S.
nformacias, romelic vikipediaSi ganaTavsebs 3. erT adgilze Segrovili unikaluri
miuwers Tavis saavtoro momnacemebs. isic unda sainformacio baza, romlis saSualebiTac
aRvniSnoT, rom vikipediaSi moTavsebuli gacemuli informacia xasiaTdeba maRali
informaciis saimedooba ar aris garantirebuli saimedoobiT, masze moTxovna didia da
da igi mTlianad avtoris `sindis-namuszea~ Sesabamisad, momxmarebelic ixdis sakmaod
orientirebuli. maRal Tanxas. Aam bizne-modelis safuZvels

99 100
 warmoadgens ZviradRirebuli da ramdenime varianti, romelic Tqven SegiZliaT
grZelvadiani procedura, romelic saWiroa ganaxorcieloT.
infrastruqturis Sesaqmnelad. 1. vinaidan Tqven axla iwyebT bizness da am
biznes modelis kidev erTi saxea- wreebSi Tqveni maSstabi mcirea, sawyisSi unda
internetis gamoyenebiT biznes procesebis gaxvideT momsaxurebis im bazarze, romelic
avtomatizacia. Tu visime da romelime biznes- ar ainteresebs msxvil firmebs da
procesisaTvis SevZlebT iseTi veb-servisis biznesmenebs.
proeqtis momzadebas, romeli proeqtic 2. unda gamoiyenoT is Tanamedrove
uzrunvelyofs biznes procesis formalizebas da teqnologiebi, romlebic Seqmnilia
avtomatizebas, maSin, Tamamad SeiZleba iTqvas, samecniero an SemoqmedebiTi koleqtivebis
rom es proeqti aris fulis gamomuSavebis mier da saukeTeso variantia, Tu am
potenciuri saSualeba. aseTi proeqtis magaliTi koleqtivis wevri iyaviT Tqven.
maravlad SeiZleba moviyvanoT. erT-erTi 3. CaerToT arsebul farTomaStabiani biznesis
saukeTeso magaliTia distanciuri swavlebis proeqtSi, iseTSi rogoricaa: `koka-kola” ,
sistema, romlis saSualebiTac xdeba daSorebul `yazbegi”, `makdonaldsi”, `elit-
adgilze, droisa da manZilis SeuzRudavi eleqtroniqsi” da sxv.
swavlebis ganxorcieleba. Aaseve saiteresoa cxadia, am da wina SemTxvevaSic, Tqven
telemedicina, veb-ofisebi, internet waawydebiT klientis mozidvis problemas.
konferenciebi da a.S. klientis, an myidvelis mozidva erT-erTi
aRniSnulis mixedviT, ganvixiloT rTuli procesia da igi mraval faqtorzea
aseTi cxovrebiseuli magaliTi: vTqvaT Tqven damokidebuli. miuxedavad sirTuleebisa,
gindaT daiwyoT (SeqmnaT) sakuTari biznesi. arsebobs gamocdili xerxebi da meTodebi,
ganvixiloT amisaTvis biznes modelis romelic damwyeb biznesmens daexmareba

101 102
klientis moZiebis problemis gadaWraSi. procentuli garigebis safuZvelze,
ganvixiloT ramdenime instrumenti, romelic mogamaragon klientebiT.
dagvexmareba mocemuli amocanis mogvarebaSi. aseveTive da kidev damatebiTi
pirveli midgoma. vTqvaT gaxseniT xerxebis gamoyeneba iqneba saWiro sxva
silamazis saloni. klientebis moZiebis biznesiTvisac. magaliTad, roca xsni
pirveli wyaroa Tqveni mezoblebi, maTi samkervalo atelies, kompiuterul kafes,
naTesavebi da naTesavebis naTesavebi. agreTve, samSeneblo masalebis maRazias da sxv. cxadia,
Tqveni megobrebi da megobrebis megobrebi. im specifikis mixedviT, Tu ra tipis biznes-
yvelaze advilad, miTumetes, Tu Tqven gegmas SeimuSavebT, icvleba klientis mozidvis
axalgazrda xarT, am nabijis gadadgma teqnologiac da midgomis formebic.
xerxdeba, radgan, Tqven aucileblad
geyolebaT samegobro wre. Aamis Semdeg unda sakontrolo kiTxvebi:
SeqmnaT sakuTari veb-gverdi da masze 1. ra aris Wikipedia (vikipedia?
gamofinoT fotomasala dizaineruli 2. CamoTvaleT biznes-modelis ramdenime
SesrulebiT; moZebneT socialur qselSi Tqveni varianti da ganmarteT.
potenciuri klientebi, regularulad 3. CamoTvaleT klientis moZiebis xerxebi da
miawodoT maT Tqveni biznes winadadebebi. meTodebi, romelic daexmareba damwyeb
meore midgoma. iq, sadac gegulebaT biznesmens problemis gadaWraSi.
potenciuri klientebi, CamokideT fizikuri
reklamebi, ofisebTan, skolebTan da amdagvar
dawesebulebebTan axlos.
mesame midgoma. moilaparakeT
sxvadasxva firmebTan da pirovnebebTan,

103 104
 II Tavi nebismieri funqciis ZiriTad mdgenelad da maT

biznes-dagegmareba. biznes-gegmis Soris biznes-dagegmarebaSic.

Sedgenisa da analizis Teoriuli degegmareba warmoadgens nebismieri

safuZvlebi biznesis aucilebel process. mecnierebi amboben

rom biznesmeni, romelic ver axerxebs Tavisi
2.1. biznes-dagegmarebis Teoriuli moRvaweobis dagegmvas, TviTon warmoadgens sxva
safuZvlebi. biznes-gegmis mizani da amocanebi biznesmenis miznis ganxorcielebis xelSemwyob
saSualebas.
biznes-dagegmarebaSi miznis miRweva
dagegmvis ZiriTadi instrumentia biznes-
SeuZlebelia, Tu ar gamoviyenebT Tanamedrove
sainformacio teqnologiebs, da ekonomikuri gegma. biznes-gegma unda iyos mokle, zusti
SinaarsiT da gasagebi. igi unda iZleodes
analizis proceduras, meTodebs, xerexebs.
saSualebas didi raodenobiT saxvadasxva
analizis zusti Catareba saSualebas iZleva
situaciidan yvelaze saukeTesos arCevisaTvis,
CavuRrmavdeT da detalurad gavaanilizoT
perspeqtiuli gadawyvetilebis miRebisa da misi
aucilebeli informaciis formirebis is
calkeuli nawilebi, rac xels Seuwyobs miRwevis saSualebebis SerCevisaTvis.
ekonomikuri analizis dros ZiriTadad
samarTavi gadawyvetilebebis miRebas.
gaoiyeneba ekonomikur-maTematikuri meTodebi da
ekonomikuri analizi warmoadgens
nawilobriv-statistikuri meTodebi. analizis qveS
mecnieruli codnis damoukidebel dargs,
igulisxmeba biznesis koncefciis ganxilva, bazris
romelsac gaaCnia sagani, Kkvlevis obieqti,
miznobrivi mimarTuleba, meTodi da meTodika. gamokvleva da analizi, warmoebis gegmis
gansazRvra, marketinguli kvlevis gegmis Sedgena,
swored ekonomikuri analizi gvevlineba merTvis
potenciuri riskebis sididis gansazRvra,
finansuri gegmisa da strategiis dadgena.

105 106
 aqve ganvixiloT biznes-gegmis mizani da 5. biznes-dagegmareba warmoadgens Semoqmede-
amocanebi. biT process, iTxovs prifesionalobas, da
1. biznes gegma warmoadgens miznis miRwevis Sedgenis procesSi gvevlineba, rogorc
xarisxis sazoms. igi agreTve warmoadgens TviTSeswavlis obieqti, radgan
biznesis Sedegebis Sefasebis safuZvels mimdinareobs SemecnebiTi da
drois garkveul periodSi. TviTSemecnebiTi procesis ganxorcieleba.
2. biznes-gegma aris dokumenti, romelic biznes-dagegmarebis praqtikuli ganxorci-
gviCvenebs biznesis marTvisa da moqmedebis elebisaTvis saWiroa davicvaT Semdegi
kurss da warmoadgens strategiuli fuZemdebeli principebi:
dagegmvis, Sesrulebis da kontrolis • moqniloba, igulisxmeba biznesis
ganxorcielebis Tanamedrove nawils. funqcionirebis garemos Secvlis mimarT,
3. biznes-gegma warmoadgens aucilebeli mudmivi Seguebadoba.
investiciis mopovebis saSualebas, • uwyvetoba, igulismeba dagegmvis `mcocavi~
investorisaTvis saimedo sainformacio xasiaTi.
wyaros da mZlavr instruments biznes- • komunikaciuroba, igulisxmeba biznesSi
finansirebisaTvis. monawileTa Zalisxmevis koordinireba da
4. biznes-gegma SeiZleba mogvevlinos integrireba; urTierT SeTnxmeba da
warmodgenili biznesis saukeTeso urTierT kavSiri.
sareklamo saSualebad, Tu igi
• iteraciuloba, igulisxmeba dagegmvis
Sesrulebulia kompaqturad, gaformebulia
SemoqmedebiTi xasiaTi da ukve Sedgenili
lamazad da informaciulad sarulyofi-
gegmis sxvadasxva ganyofilebis
lad aris Sevsebuli.
ramdenjerme ganaxleba da gadamuSaveba.

107 108
• mravalvariantuloba, romelic xels 2.2. biznes-gegmis klasificireba da
uwyobs alternatiuli SesaZleblobebis struqtura. biznes-dagegmarebaSi
mravali variantidan arCeul iqnas ekonomikuri angariSi

saukeTeso dasaxuli miznis misaRwevad.

biznes-gegma ar warmoadgens raime
• monawileoba, igulisxmeba, dagegmvis
standartuli formisa da Sinaarsis mqone
procesSi SesaZlo momavali
dokuments. sabazro ekonomikaSi arsebobs
organizaciebis maqsimaluri monawileoba.
biznes-gegmis versiebis simravle, romelic
• adeqvaturoba, dagegmvisas realobis rac
erTmaneTisagan gansxvavdeba formiT, SinaarsiT,
SeiZleba miaxloebiTi aRwera da
struqturiT, daniSnulebiT, miznebiT da a.S.
TviTSefasebis realuri donis miRweva.
aqedan gamomdinare, biznes-gegmis
klasificirebac da struqturac, SeiZleba
sakontrolo kiTxevbi:
gansxvavdebodes erTmaneTisagan. nax. 1-ze
1. ra aris biznes-gegmis mizani da amocanebi?
mocemulia biznesis obieqtis mixedviT biznesis
2. ra fuZemdebeli principebia saWiro
gegmis klasificireba. aseve SegveZlo mogveyvana
biznesis dagegmvis praqtikuli
sxva klasificirebac, magaliTad menejmentis
ganxorcielebisaTvis?
komponentebis mixedviTac.

109 110
 sasargebloa nebismieri sawarmosaTvis, romelic
biznes gegma
ganicdis finansur siZneleebs.
finansuri gajansaReis biznes-gegma emsaxureba:
• sawarmos gadarCenis strategiis
biznes arxis sawarmoos
mixedviT(produqcia,moms mixedviT gamomuSavebas,
axureba, teqnikuri
gadawyveta da a.S.) • reorganizaciuli proceduris Catarebis
gegmis SemuSavebas,

axali sawarmoos moqmedi sawarmoos • krizisis an misi winaswarmetyvelebis

mixedviT mixedviT
pirobebSi sawarmoos marTvis organizebas,
• sawarmosadmi saxelmwifos mier
mxardamWeri RonisZiebebisaTvis
ganviTareba finansuri cvlilebebi
gajansaReba aucilebeli safuZvlebis momzadebas.
biznes-gegmis momzadebas, romelic
mTliani sawarmoosi sawarmoo orientirebulia axladSemoRebul principebze
qveganyofilebebis
da siaxleze, strategiuli gegmisgan
gansxavavebiT, aqvs zustad Semoxazuli droiTi
nax.1. biznes-gegmis tipologia biznesis obieqtis
sazRvrebi, konkretuli damuSavebebiT.
mixedviT
strategiuli gegma ki, wliuri gegmis
unda aRiniSnos, rom finansuri
Sesrulebisa da Sesabamisi situaciuri
gajansaRebis biznes-gegma dgeba gadaxdis
analizis safuZvelze, SeiZleba daemorCilos
unaris armqone sawarmoebisaTvis da aqvs Tavisi
(ganicados) gadaxedvas da koreqtirebas.
struqtura da warmodgenis logika. cxadia,
finansuri gajansaRebis biznes-gegmis Sedgena

111 112
 sxvadasxva tipis biznes-gegmis ra Tqma unda, ar SeiZleba es struqtura
damuSavebisas saWiroa mxedvelobaSi iyos miviCnioT erTaderTad da `gayinulad~, aramed,
miRebuli iseTi Taviseburebebi, rogoricaa: igi SeiZleba Seicvalos biznesis konkretuli
dargis specofika, sawarmoos strategia, miznis, amocanebis das xv. faqtorebis mixedviT.
gamoSvebuli produqtis (nawarmis da a.S.) rogorc biznes-gegmis Sedgena, aseve
koncefcia da sxv. dagegmvis procesic, SeuZlebelia ekonomikuri
mravali kvlevisa da gamocdilebis analizis gareSe. gamoyenebuli unda iyos
safuZvelze SemoTavazebulia biznes-gegmis praqtikulad analizis yvela saxe:
Semdegi optimaluri struqtura: horizontaluri, vertikaluri, SedarebiTi,
• biznesis koncefcia; fardobiTi maCveneblis da a.S

• sawarmoos mikle informacia da Seqmnili dagegmvis safuZvels warmaodgens

situacia; ekonomikuri analizis ekonomikur-maTematikuri

• biznesis obieqtis maxasiaTeblebi; meTodebi da modelebis yvela tipi.

finansuri gegmisa da finansuri
• bazris kvleva da analizi.
strategiis SedgenisaTvis gansakuTrebiT
• organizaciuli gegma, maT Soris
mniSvnelovania ekonomikuri analizi da bazris
sakanonmdeblo baza;
kvleva konkretuli gegmis mixedviT.
• personali da marTva;
• warmoebis gegma;
sakontrolo kiTxevbi:
• marketinguli moqmedebis gegma;
7. ras emsaxureba finansuri gajansaRebis
• potenciuri riskebi;
biznes-gegma?
• finansuri gegma da finansuri strategia. 8. rogoria dReisaTvis SemoTavazebuli biznes-
gegmis optimaluri struqtura?

113 114
 2.3. ivesticiuri biznbes-proeqtis investiciuri biznes-proeqtireba bevradaa
efeqturoba dakavSirebuli gamoyenebeli teqnologiebis,
danadgarebis, finasirebis da sxv. SerCeul
saerTod, proeqtis efeqturoba
alternatiul variantze gare investoris wilis
ganisazRvreba im sistemuri maCveneblebiT
gaTvaliswinebiT. alternatuli variantebisa da
(maxasiaTeblebiT), romelic gamoisaxeba proeqtSi
daSvebebis safuZvelze xdeba gadawyvetilebis
monanwileTa samomsaxurebo interesebisa da
miReba. SerCevis procesSi detalurad,
miRebul Sedegebis fardobiT danaxarjebTan.
meTodurad da Sesabamisi formulebis
investiciui biznes-poeqtis efeqturoba
gamoyenebiT unda iqnes dadasturebuli cikluri
ZiriTadSi gamoisaxeba Semdegi maCveneblebiT:
alternativis upiratesoba.
• komerciuli (finansuri) efeqtuoba, rac
realizebuli efqturi biznes-proeqti
miiReba biznes proeqtis realizebiT
iZleva mas, rom firmac da investoric miiReben
miRebuli finansuri SedegebiT masSi uSualo
winaswar dagegmil mogebas. investorisa da
moanawileTaTvis.
firmis wilis dadgenis models, mogebis saerTo
• sabiujeti efeqturoba _ adgilobrivi,
normidan SeiZleba hqondes Semdegi saxe:
regionuli an federaluri (respublikuri)
X = X1 + X 2 (1)
biznes-proeqtis ganxorcielebaze finasuri
sadac: X 1 - investoris kapitalia;
Sedegebis asaxviT.
• ekonomikuri efeqturobis maCveneblebi _ X 2 - firmis kapitalia;

investiciur biznes-proeqtSi arapirdapir X 3 - biznes-ideis ganxorcielebis saerTo

finansur monawileebTan dakavSirebuli biznes- kapitalia;
proeqtis realizebisaTvis danaxarjebisa da Y = Y1 + Y2 (2)
miRebuli Sedegebis Tanafardoba.

115 116
 sadac:Y Y1 - investoris mogebaa; sadac: Cx1 - investoris kapitalis wilia;

Y2 - firmis mogebaa; Cx2 - firmis kapitalis wilia;

Y -saerTo mogebaa, romelic unda me-5 dan, moigebis saerTo normidan:
gadanawildes biznes-proeqtis monawileTa investoris wili ganisazRvreba
Soris. Z1 ⋅ Cx1
formuliT: CY = ;
Y1 Z
A = Z1 (3)
X1 xolo firmis wili gaiangariSeba
Y2 Z 2 ⋅ Cx2
F = Z2 U (4) formuliT: Cx = .
X2 Z
sadac: Z1 - investoris kapitalis mogebis norma; xSir SemTxvevaSi, firma vardeba iseT
situaciaSi, roca saxezea ara erTi, aramed
Z 2 - firmis kapitalis mogebis norma;
ramdenime biznes-idea. saWiroa SeirCes is,
pirveli da meore formulidan SeiZleba
romelic aris ufro optimaluri da romelsac
davweroT:
SeuZlia ufro meti mogebis motana. biznes=
Y
Z= dagegmarebis modelidan gamomdinare, es iqneba
X
sadac: Z -biznes-ideis realizebiT is biznes-dea, romlisaTvisac sruldeba Semdegi

miRebuli, firmisa da investorisaTvis sakmarisi Z − Z1 ⋅ Cx1

miznobrivi funqcia: Z2 = ⇒ max
mogebis saerTo normaa. C x2

1-4 formulebidan SeiZleba gamoviyvanoT, ase, rom biznes-ideis ganxorcielebis

miRebuli mogebis saerTo normidan investorisa variantTa simravlidan airCeva is, romelic
da firmis wilis ganmsazRvreli gantoleba: mocemuli kapitalisa da investorisaTvis

F Z = Z1 ⋅ Cx1 + Z 2 ⋅ Cx2 mogebis sakmarisi normis mixedviT iZleva

117 118
maqsimalur saerTo mogebas. es imas niSnavs, rom • investiciis dabruneba;
arsebobs saerTo kapitalis gamoyenebis iseTi • procentebis gadaxdis koeficienti;
efeqturi gza, romelic ar saWiroebs • sawarmos rentabelurobis koeficienti _
investorsa da firmas Soris mogebis es aris sufTa gegmis fardoba
gadanawilebas, aramed, mTlianad ekuTvnis TviTRirebulebaze.
firmas. sxvanairad rom avxsnaT, firma biznes-
• uzaralobis wertili da finansuri
ideis realizebis dros cdilobs srulyofa
simtkicis maragi
gaukeTos saorganizacio marTvis sakiTxebs.
amaRlebs momaragebisa da gasaRebis sakontrolo kiTxevbi:

efeqturobas, amuSavebs da iyenebs inovaciur da 1. ra maCveneblebiT gamoisaxeba investiciuri

biznes-proeqtis efeqturoba?
nou-haus principebs. yvela es damatebiTi
2. dawereT da axseniT biznes-ideis
wyaroebi, romelic zrdis mogebas, ZiriTadad ganxorcielebis saerTo kapitalis
unda iqnas gamoyenebuli ara investoris, aramed formula.
3. dawereT da axseniT biznes-proeqtis
am originaluri biznes-ideis iniciatorebis
monawileTa Soris saerTo mogebis
dasajildoeblad (fuladi premiebi da sxv.). gadanawilebsi formula.
finansuri mdgomareobis SefasebisaTvis 4. dawereT miRebuli mogebis saerTo
normasTan investorisa da firmis wilis
SeiZleba visargebloT Semdegi maCveneblebiT:
ganmsazRvreli gantoleba.
• investoris rentabeloba – es aris sufTa 5. dawereT mogebis saerTo normidan
mogeba gayofili investiciis moculobaze. investorisa da firmis wilis
gaangariSebis formula.
zogjer investiciis rentabelobas
6. dawereT biznes-gegmis ganxorcielebis
angariSoben, rogorc sufTa mogebis miznobrivi funqciis formula.
fardobas aqcioneruli kapitalisa da 1. ra maCveneblebiT SeiZleba SevafasoT
grZelvadiani sesxis jamis fardobasTan. biznesis finansuri mdgomareoba?

119 120
2.4. biznes-dadegmarebis procesis mniSvneloba. rac esaWiroeba kargi gemis Sedgenas. biznes-
aqtivebisa da pasivebis balansis dagegmva exmareba mewarmes, realurad Seafasos
prognozireba Tavis Zleiri da susti mxareebi, ganixilos

biznes-gegmis Rirebuleba ganisazRvreba SesaZlo alternativebi, dasaxos riskebis

dagegmarebis procesiT. qedan gamomdinare, Semcirebis drouli RonisZiebebi, rac mtkice

biznes-dagegmarebaze uaris Tqma ar SeiZleba da garantiaa konkurentTan brZolaSi gamrjvebisa

igi sasurvel ESedegamde ar migviyvans. aq da Canafiqris warmatebiT ganxorcielebaSi.

mTavaria gadavwyvitoT: TviTon davagegmaroT, biznes-gegma naTlad aCvenebs finansur

Tu davagegmarebinoT. romel gzas avirCevT, amas moTxovnebs sazRvravs samarTav

arsebiTi mniSvneloba ara aqvs. mTavaria, gadawyvetilebebs, emsaxureba bankirebis,

biznes_gegma Sedgenili iyos im principebis investorebisa da SesaZlo partniorebis

gamoyenebiT, romelic mogvcems minimaluri SerCevas, warmoadgens sakomunikacio

danaxarjiT maqsimalur mogebas. instrumentis gansazRvris safuZvels.

sabazro mdgomareobis pirobebidan kargi biznes-gegmis damuSavebisTvis saWiroa:

gamomdinare, romelic mudmivad ganicdis • ZiriTadi yuradReba mivapyroT Zireul

cvlilebas, biznes-gegmaSi unda iyos sakiTxebs, ganvsazRvroT zusti mizani da
gaTvaliswinebuli `SemTxveviTi Sedegebi~, amocana, moveridoT zedmet detalizebas;
romelsac aqvs albaTuri xasiaTi. saukeTeso • mivceT faqtebs arsebuli interpretireba;
biznes-gegma unda iyos sicicxlisunariani da • Riad gamovyoT riskebi da maTi gadalaxvis
mudmivada ganicdides daxvewas. biznes-gegmaze xerxebi;
drois ekonomia ar aris momgebiani. dros unda • mivaqcioT gansakuTrebuli yuradReba biznes-
gavufrTxildeT, magram unda davxarjoT imdeni, gegmis gaformebas, rogorc Sinaarsobrivad,

121 122
 aseve iuridiulad da eTikurad (daibeWdis karg III Tavi
qaRaldze, mkveTri SriftiT, gramatikulad biznes-gegmis Sedgenisa da analizis
gamarTuli eniTa da orTogarafiiT); praqtikuli realizeba kvebis obieqtis
• zedmiwevniT kargad iyos gaformebuli magaliTze
satitulo furceli, danarTi, sqmebi,
3.1. gegmis mizani, obieqtis aRwera, asaRebis
grafikebi da a.S.
gegma, produqtis aRwera
aqtivebisa da pasivebis balansis
prognozirebisaTvis pirvel rigSi moviyvanT
gegmis mizania qalaqis romelime ubanSi
aqtivisa da pasivis ganmartebas. aqtivi
Seiqmnas TviTmomsaxurebis kvebis obieqti,
laTinuri sityvaa da niSnavs moqmeds.
magaliTad `kafe-bari~. mizanSewonilad migvaCnia
buRaltrulad igi aRniSnavs warmoebis
aseTi obieqti gaTvlil iyos saSualo
balansis nawils, romelSic Sedis yvela saxis
Semosavliani klientebis momsaxurebisaTvis. Tu
materialuri faseulobani: fuli, saqoneli da
aqcents gavakeTebT studentebze, maSin obiqtis
sxv. aqtivSi agreTve Sedis moTxovnebic. pasivi
adgilmdebareobisaTvis SevirCevT romelime
misi sapirispiroa da warmoadgens warmoebis
umaRlesi saswavleblis axlo mdebare
valebisa da valdebulebaTa erTobliobas.
teritorias.

sakontrolo kiTxevbi: obieqtis aRwera. kvebis obieqtisaTvis

1. riTi ganisazRvreba biznes-gegmis Rirebuleba? saWiroa SeviZinoT:

2. rogori Sedegebi unda iyos biznes-gegmaSi • teqnologiuri danadgari: yavis avtomati,
gaTvaliswinebuli?
mikrotalRuri Rumeli, macivrebi,
3. ra principebis dacvaa saWiro kargi biznes-
gegmis gaformebisaTvis? safcqvneli instrumentebi, WurWeli.
4. ra aris aqtivi da pasivi? • aveji: skamebi, magidebi, karadebi.

123 124
 • Tu Senoba aRebulia grZelvadiani ijaris pirvels miekuTvneba restornebi, romelic
wesiT, maSin Catardes mcire kosmetikuri gamoirCeva maRali momsaxurebis xarisxiT,
remonti. maRali xarisxis servisiT, maRali fasebiT.
Seqmnili samuSao adgilis raodenoba, cxadia, aseTi kvebis servisi gaTvlilia
mfobelis an xelmZRvanelis CaTvliT iyos 10 maRalanazRaurebad klientebze.
adamiani. meore tips miekuTvneba patara sasauzmeebi,
dagegmili mogeba iyos 12 000 lari, romlebic klientebs sTavazoben iaf fasian,
mogebis norma 0.90%, amosyidvis vada 10 Tve. magram, dabal xarisxian sakvebs da agreTve,
gasaRebis gegma. unda iTqvas, rom iseT patara barebi.
adgilebze, sadac saganmanaTleblo obieqtebTan aqedan gamomdinare, unda gakeTdes daskvna,
erTad (vTqvaT teqnikuri universitetis meeqvse rom arsebuli sazogadoebrivi kvebis obieqtebi
korpusis irgvliv) sxva dawesebulebebic mTlianad ver akmayofileben (an akmayofileben)
arsebobs, sazogadoebrivi kvebis problema sabazro moTxovnebs anu klientTa SekveTebs, da
aqtualuria. es problema miT ufro mwvaved arsebobs (an ar arsebobs) realuri
dgas, Tu kvebis obieqtTan axlos funqcionirebs SesaZlebloba gaixsnas axali sazogadoebrivi
administraciuli (vTqvaT Tbilisis meria), kvebis obieqti (vTqvaT kafe-bari) maRali
kulturuli da saqmiani dawesebulebebi. cxadia, servisiTa da SedarebiT dabali fasebiT. isic
unda iqnes Seswavlili iq arsebuli kvebis unda iyos gegmaSi gaTvaliswinebuli, rom aseT
obieqtebic, romelic pirobiTad or tipad adgilze SeiZleba moTxovnaTa sezonuri ryeva
SeiZleba daiyos: msxvili da wvrili arsebobdes, gamowveuli studentebisa da
sazogadoebrivi kvebis obieqtebi swrafi pedagogTa ardadegebis gamo.
momsaxurebiT. safaso politika orentirebuli unda iyos
saSualoSemosavlian klientebze. Tu

125 126
Cafiqrebuli kvebis obieqtis msgavsi mimdebare cxrilSi, pirobiTad aRebuli produqtebis
teritoriaze ar funqcionirebs, maSin nakrebis mTliani fasia 22 lari. es fasi
sariozuli sakonkurencio brZola araa aRebulia erTeul produqciaze daxarjuli
mosalodneli. Tanxidan.
produqtis aRwera. produqtebi, romliTac
sakontrolo kiTxvebi da davalebebi:
unda ivaWros kvebis obieqtma, mocemulia
1. biznes-gegmis mosamzadebeli periodis
cxrilSi (cxr. 1.). produqtebi Serceulia
romeli samuSaos Catarebaa pirvel rigSi
pirobiTad da igi SeiZleba Seicvalos biznes-
aucilebeli?
gegmis Sedgenis Sexedulebisamebr. aseve,
2. SeavseT kafe-baris produqtis aRweris
fasebic Semotanilia pirobiTad da magaliTis
cxrili zomis erTeulisa da fasis
ganxilvisaTvis mniSvneloba ara aqvs. fasebis
CvenebiT (produqtebi da fasebi SearCieT
dakonkretebac realuri biznes-gegmis mixedviT
Tqveni Sexedulebisamebr cxr. 1-is
unda iyos ganxiluli.
mixedviT)
cxrili 1.
# produqtis zomis fasi
dasaxeleba erTeuli larebSi

1 cxeli kerZi ulufa 5.00

2 sadeserto kerZi ulufa 3.00
3 civi sauzme ulufa 3.00
4 Rvezeli cali 0.90
5 nayini cali 1.50
6 yava finjani 1.80
7 Cai finjani 0.80
8 kokteili 250 gr 2.50
9 ualkoholo sasmelebi Wiqa 1.20
10 ludi 500 m.l 2.30

127 128
 3.2. investiciis gegma da warmoebis gegma kreditis aRebis xangrZlivoba ar unda
aRematebodes 15 dRes, Senobis ijariT aRebis
Mmosamzadebeli periodisaTvis unda xelSekrulebis dadeba 5 dRes, danadgarebis
Sesruldes Semdegi samuSao: Sesyidvis vada da damontaJeba 10 dRes, Senobis
1. miviRoT krediti remonti 15 _ 20 dRes, nedleulis mowodebaze
2. daidos xelSekruleba Senobis ijariT xelSekrulebis dadeba 7 dRes, licenziebis
aRebaze; aRebis xangrZlivoba 7 dRes.
3. sawarmoos procesis ganxorcielebisaTvis cxadia, mosamzadebeli periodis
saWiro danadgarebis yidva; damTavrebis Semdeg muSaobas iwyebs biznes-gegma
4. Senobis kosmetikuri remontis Catareba da anu iwyeba warmoeba. warmoebis mTlian
danadgarebis adgilis miCena (Tu saWiroa simZlavreze gasvlas daaxloebiT ori Tve
damontaJeba); undeba. Tu biznesisaTvis kargi adgilia
5. Aavejis SeZena; SerCeuli, maSin SeiZleba didi reklama arc
6. Mmomsaxure personalis arCeva; iyos saWiro. sawyis etapze SeiZleba moxdes
7. nedleulisa da sxva masalis SeZenaze potenciuri klientis informireba, rom ixsneba
xelSekrulebis dadeba sacalo vaWrobis axali TviTmomsaxurebis kafe da miTiTebuli
organizaciebTan (Tu es saWiroa). Ees iyos misi adgilmdebareoba. aseTi reklama
nedleuli da masala saWiroa cxril 1-Si moiTxovs Zalze mcire (umniSvnelo) danaxarjs.
mocemuli produqtis dasamzadeblad; es SeiZleba ganxorcieldes sareklamo
8. Llicenziis aReba, sadac naCvenebi iqneba gancxadebebis gamokidebiT universitetis,
nebarTva im produqtebiT da sasmelebiT administraciuli dawesebulebebis, ofisebisa da
vaWrobaze, rac gaTavliswinebulia biznes- a.S. derefnebs da holebSi. im Senobis fasadze,
gegmiT. sadac ifunqcionirebs kafe, SeiZleba Catardes

129 130
wardginebac (prezentacia), sadac mowveuli navaWri (amonagebi) erTi wlis ganmavlobaSi
iqneba mimdebare teritoriaze arsebuli toli iqneba 100100 laris (cxr. 2.).
firmebis, dawesebulebebis, administraciis cxrili 2
xelmZRvanelebi da a.S. aseTi biznesisaTvis I II III IV V VI

gazeTSi sareklamo gancxadebebis gakeTeba ar maCvenebeli Tve Tve Tve Tve Tve Tve
nakrebi 200 350 400 400 400 400
aris rekomendebuli da mas ar moaqvs
Rirebuleba 4400 7700 8800 8800 8800 8800
sasurveli Sedegi, radgan potenciuri
lari
momxmareblisaTvis aseTi saxiT miwodebuli
informacia SeiZleba SeumCneveli darCes. rac cxrili 2 (gagrZeleba)
Seexeba reklamas radiosa da televiziaSi, maCvenebeli VII VIII IX X XI XII
Tve Tve Tve Tve ETve Tve sul
aseTi reklamebi ZviradRirebulia, iTxovs did
nakrebi 400 400 400 400 400 400 4550
kapitaldabandebas da mniSvnelovnad zrdis,
Rirebuleba 8800 8800 8800 8800 8800 8800 100100
rogorc proeqtis Rirebulebas, aseve amosyidvis
lari
vadasac da xSir SemTxvevaSi, investorsa da
sakvebi produqtebis momzadebisaTvis erT
sakredito organizaciaze axdens negatiur
weliwadSi saWiro masalebis (nedleulis)
STabeWdilebas.
monacemebi Setanilia cxril 3-Si.
davuSvaT, rom Cvens mier daproeqtebuli
cxrili 3-s monacemebiT da masze
kafe-baris maqsimaluri simZlavre, romelsac
alkoholiani sasmelis damatebiT avagoT
igi miaRwevs or TveSi, aris produqciis
mimdinare danaxarjis cxrili nedleulisa da
nakrebis 400 pirobiTi erTeuli (igulisxmeba
masalebis SeZenisaTvis (cxr. 4).
cxril 1-Si mocemuli TiToeuli daxalebuli
mTliani danaxarji nedleulis SeZenaze
produqtis 400 erTeulis gasaReba), maSin
Seadgens: 28050,75 lars.

131 132
 cxrili 3 cxrili 4
N relizeba nedleuli SeZenili Ffasi mTliani
I II III IV sami (masalebi) raodenoba erTeulze danaxarji
nedleuli xvedr sami sami sami Tve 1200
(masalebi) iTi Tve Tve Tve nakrebi 1 weliwadSi Kkg. (l.) larebSi
wili 950 1200 1200 jamSi lari
1 nakr nakr nakr
nakre ebi ebi ebi xorci 1137,5 9 10237,5
bi
kg. lari lari
xor 0,250 237,5 300 300 300 1137,5
bostneuli 910 4 3640
ci kg. kg. kg. kg. kg. kg.
kg. lari lari
bostneuli 0,200 190 240 240 240 910
xili 910 1,7 1547
kg. kg. kg. kg. kg. kg.
kg. lari lari
xili 0,200 190 240 240 240 910
zeTi 136,5 3,70 505.05
kg. kg. kg. kg. kg. kg.
l. lari lari
zeTi 0,03 28,5 36 36 36 136,5
erbo 91 4,20 382.2
l. l. l. l. l. l.
kg. lari lari
erbo 0,02 19 24 24 24 91
naxevarfabrikati 910 1,5 1365
kg. kg. kg. kg. kg. kg.
kg. lari lari
naxe
rZis produqtebi 1137,5 5,40 6142.5
var- 0,200 190 240 240 240 910
kg. lari lari
fabrikati kg. kg. kg. kg. kg. kg.
ualkoholo 1820 1,20 2184
rZis
sasmeli l. lari lari
produqt 0,250 237,5 300 300 300 1137,5
ebi kg. kg. kg. kg. kg. kg. ludi 1137,5 1,80 2047.5
l. lari lari
ualkoho
lo 0,400 380 480 480 480 1820 sul 5096 / 3094 28050,75
sasmelebi l. l. l. l. l. l. kg./litri lari

133 134
 axla gamovTvaloT danaxarjebi momuSave miReba samsaxurSi unda moxdes Semdegi
personalis xelfasisaTvis, romelic mocemulia moTxovnebis gaTvaliswinebiT:
cxril 5-Si. 5. samuSaos adgilis mixedviT profesiuli
codna da praqtikuli gamocdileba.
cxrili 5 6. komunikaciebis kargad floba, raTa SeeZlos
Ddanaxarjebis xelfasi mTliani klientebTan maRali donis momsaxureba da
saxeoba raodenoba TveSi danaxarjebi urTierToba.
(personalis lari lari
7. zogadi codna im normatiuli dokumentebisa,
xelfasi)
romelic aregulirebs vaWrobisa da
menejer- 1 500 500
direqtori sazogadoebrivi kvebis obieqtebis muSaobas
teqnikuri 1 350 350 kafe-baris muSaobisaTvis kapitaldabande-
momsaxure bis angariSi mocemulia cxril 6-Si da igi
mzareuli 2 300 600
Seadgens: 9200 lars.
mimtani 2 300 600
cxril 7-Si mocemulia organizaciis mier
barmeni 1 300 300
sabiujeto gadasaxadis dadgenili normebi
saxelfaso
fondi 10 2350 (dRevandeli kanonmdeblobis gaTvaliswinebiT).
mTlianad
cxrili 6
wlis ganmavlobaSi xelfasis saxiT gadaxdili danaxarjis raodenoba erTeulis jamuri
saxeoba fasi lari fasi lari
Tanxa Sedgens: 2350X12=28200lars. personalis teqnikuri 1 5000 5000
danadgarebi
miReba samsaxurSi warmoebs kafe-baris muSaobis aveji - 3000 3000
(sxvadasxva)
dawyebamde, raTa muSaobis dawyebisas mTlianad
remonti - 1200 1200
iyos personali dakompleqtebuli. personalis mTliani - - 9200
jami

135 136
 cxrili 7 e.i mTliani xarji weliwadSi Sedgens
Ggadasaxadis dadgenili norma Tanxa 76330.75 lars. ra Tqma unda, momaval wels am
saxeoba % lari
saSemosavlo xarjs daakldeba remontis, avejisa da
xelfasidan (Sedis 20 % 5640
xelfasis teqnikuri danaxarjebis SeZenis xarjebi.
raodenobaSi)
rogorc vxedavT, danaxarjebi
mogebis gadasaxadi
(aRebuli 12000 15 % 1800 Semdegnairad nawildeba: nedleulis SeZenaze
laridan).
damatebuli ixarjeba 28050,75 lari da igi Sedgens mTliani
Rirebulebis
gadasaxadi, Tu danaxarjis 36,8 %; saxelfaso danaxarji - 28200
wliuri 18% Cven SemTxvevaSi
Semosavali ar gadaixdeba lari Sedgens mTliani danaxarjis 37%; xolo
aRemateba 100000 danarCeni xarji erTad Seadgens 26,2 %.
lars
qonebis gadasaxadi 1% 80
jamSi 7520
gavakeToT saerTo xarjTaRricxva (cxr.8). sakontrolo kiTxvebi da davalebebi:

cxrili 8 1. SeavseT navaWris amonagebis cxrili 2,

kalkulirebis saxe mTlaini xarji erT welSi cxrili 1-Si Tqvens mier Setanili
lari monacemebis mixedviT.
gadasaxadi
(mogebidan, qonebis) 1800+80=1880 2. SeavseT sakvebi produqtebis
ijaris gadasaxadi 5000
nedleulis SeZena 28050,75 momzadebisaTvis erT welSi saWiro
remontis Catareba 1200
teqnikuri danadgarebis 5000 masalebis monacemebis mixedviT (cxrili 3).
SeZena 3. aageT mimdinare danaxarjebis cxrili
avejis SeZena 3000
xelfasi 28200 sakvebi nedleulisa da masalebis
sameurneo xarjebi 3000
komerciuli xarjebi 500 SeZenisaTvis (cxrili 4).
sxvadasxva xarjebi 500
4. ra moTxovnebs unda akmayofilebdes kafe-
sul 76330.75
baris momuSave personali?

137 138
5. gamoTvaleT danaxarjebi Tqvens mier 3.3.finansuri gegma
rekomendebuli momuSave personalis
finansuri gegmis SedgenisaTvis
xelfasebisaTvis da SeitaneT cxril 5-Si.
gamoiyeneba Semdegi ZiriTadi monacemebi:
6. aageT kapitaldabandebis cxrili 6.
• ZiriTadi valuta _ erovnuli lari;
7. SevseT sabiujeto gadasaxadis cxrili
(cxr. 7) dadgenili normis mixedviT. • proeqtis xangrZlivoba _ erTi weli;

8. aageT saerTo xarjTaRricxvis cxrili • dro, romlis mixedviTac aqtiuria proeqtSi

(cxr. 8). miTiTebuli monacemebi (valutis kursi,

produqtis Rirebuleba, ijaris gadasaxadi,
sagadasaxado politika da a.S.) _ 4 Tve.
finansuri gegmis SemuSavebis mizania
biznesis efeqturobis gansazRvra.
dasawyisSi ganvsazRvroT investiciis
saerTo moTxovna. sagegmo periodSi investiciis
moTxovna Setanilia cxril 9-Si.
cxrili 9
investiciis obieqti Tanxa gadanawileba
larebSi %-Si
Senobis ijara 5000 11,56 %
teqnikuri danadgarebis 5000 11,56 %
SeZena
remontis Catareba 1200 2,78 %
komerciuli xarjebi 500 1,15 %
(marketingi)
sameurneo xarjebi 3500 8,1 %
(gaTboba, ganaTeba, gazi,
komunaluri momsaxureba),
sxvadasxva

139 140
gauTvaliswinebeli aseTnairad gamoisaxeba: krediti 32438 lari,
xarjebi
nedleulis (masalis) anu 28050,75 64,9 % sakuTari kapitali 10812 lari.
sabrunavi saSualebis
SeZena kargi iqneba, Tu proeqtis
sul sainvesticio 43250,75 100 % finansirebisaTvis romelime bankidan aviRebT
moTxovna
SeRavaTian (Tu amas mivaRwevT) kredits 24 Tvis
rogorc vxedavT, yvelaze didi xangrZlivobiT, vTqvaT 20% wliuri zednadebiT
procentuli wili sainvesticio moTxovnaSi (anu 20%-iani wliuri sesxi). sesxis pirobebs
uWiravs nedleulis SeZenas, romelic biznesis gansazRvravs banki da igi unda iyos misaRebi
ganviTarebis sabrunav saSualebas warmoadgens biznesmenisTvis. CavTvaloT, rom sesxis naxevars
da igi etoleba 64,9 %-s. Tavisi procentiT vixdiT pirvel wels,
sainvesticio moTxovnebSi, rogor wesi, ar danarCens meore wels.
aris gaTvaliswinebuli saxelfaso moTxovna. axla ganvixiloT fuladi danaxarjebisa
cxadia xelfasi unda gaices biznesis amuSavebis da Semosavlis balansi, romelic mogvcems
Semdeg, roca dafiqsirdeba Sesabamisi Semosavali. saSualebas SevamowmoT Semosavlis
amis Semdeg, roca sainvesticio xarjebi likviduroba (ganaRdeba, fuladqceva). amisaTvis
saxeze gvaqvs, saWiroa, sainvesticio kreditis SevavsoT cxrili 10.
wyaros moZieba. Uumjobesia, Tu sainvesticio cxrili 10
xarjebi gadanawildeba sainvesticio kreditze statiis dasaxeleba maCveneb
lis
da sakuTar (biznesmenis pirad) saxsrebze. sidide
1.fuladi saSualeba sawyis etapze (sakuTari 10812
davuSvaT es gadanawileba procentulad kapitali) lari
aseTnairia: krediti 75%, sakuTari kapitali 25%;
maSin es ganawileba fulad erTeulebSi

141 142
2. fuladi saSualebebis Semosvla 132538 IV Tavi
maT Soris:
nebarTvebi, licenziebi, organizaciul-
• realizebidan Semosavali 100100
• krediti 32438
samarTlebrivi formebi, registrireba
3. mimdinare fuladi danaxarji 102293,75
maT Soris: 4.1.nebarTvebi da licenziebi
• nedleulis (masalis) anu sabrunavi
saSualebebis SeZena. 28050,75
• saxelfaso danaxarji 28200 saqarTveloSi licenziebi da nebarTvebi
• sameurneo xarjebi 35000
5000 gaicema iseT saqmianobebze, romelic exeba
• Senobis ijara
• kreditis procentebi 10% erT welze pirTa ganusazRvrel wres, xasiaTdeba adamianis
3243
• komerciuli xarjebi (marketingi)
sicocxlisaTvis an janmrTelobisaTvis
• sxvadasxva xarjebi 500
• gadasaxadi (dRg) 500 mometebuli safrTxiT, moicavs gansakuTrebiT
• mogebis gadasaxadi 15% 0
1800 mniSvnelovan saxelmwifo an sazogadoebriv
4. sxvadasxva fuladi gadasaxadi 25419 interesebs an dakavSirebulia saxelmwifo
maT Soris:
• teqnikuri danadgarebis SeZena 5000 resursebiT sargeblobasTan.
• ZiriTadi kreditis gadaxda 16219
licenzia aris administraciuli organos
• remonti 1200
• avejis Sesyidva 3000 mier, administraciuli aqtis safuZvelze,
5. jamuri fuladi danaxarji (3+4) 127712,75 pirisaTvis kanoniT dadgenili pirobebis
6. fuladi saSualeba wlis bolos (1 + 2 _ 5) 15637,25
dakmayofilebis safuZvelze miniWebuli
sakontrolo kiTxvebi da davalebebi: gansazRvruli saqmianobis ganxorcielebis
1. ra ZiriTadi monacemebi gamoiyeneba ufleba.
finansuri gegmis SedgenisaTvis?
nebarTva aris gansazRvruli an
2. aageT sainvesticio moTxovnis cxrili
(cxr. 9). ganusazRvreli vadiT qmedebis ganxorcielebis
3. aageT fuladi danaxarjebisa da
ufleba, romelic ukavSirdeba obieqts da
Semosavlebis balansis cxrili (cxr. 10)
da daadgineT Semosavlis likviduroba.
143 144
adasturebs am ganzraxvis kanoniT dadgenil 6. konkretuli saxeobis iaraRiT vaWrobis
pirobebTan Sesabamisobas. licenzia.'
saqmianobis licenziis saxeebi 7. dakvirvebis eleqtronuli saSualebebis
1. Cvil bavSvTa kvebis produqtebis warmoeba- damzadebis, SeZenis, importis an eqsportis
dafasoebis licenzia. licenzia.
2. bavSvTa kvebis produqtebis warmoeba- 8. kerZo mauwyeblobis licenzia.
dafasoebis licenzia. 9. saTemo mauwyeblobis licenzia.
3. birTvuli da radiaciuli saqmianobis 10. eleqtroenergiis warmoebis licenzia.
licenzia. 11. eleqtroenergiis gadacemis licenzia.
4. biologiuri pesticidebis warmoebis 12. eleqtroenergiis dispetCerizebis licenzia.
licenzia. 13. eleqtroenergiis ganawilebis licenzia.
5. konkretuli saxeobis iaraRis warmoebis 14. bunebrivi gazis ganawilebis licenzia.
generaluri licenzia: 15. bunebrivi gazis transportirebis
5.1. konkretuli saxeobis iaraRis SekeTebis licenzia.
specialuri licenzia. 16. navTobis gadamuSavebis licenzia.
5.2. amxedro-sabrZolo iaraRis damzadebis, 17. bunebrivi gazis damuSavebis licenzia.
warmoebis generaluri licenzia. 18. navTobis transportirebis licenzia.
5.3. samxedro-sabrZolo iaraRis SekeTebis 19. zogadsaganmanaTleblo saqmianobis
(modernizebisa da adgilze momsaxurebis generaluri licenzia:
CaTvliT) generaluri licenzia. 19.1. dawyebiTi zogadsaganmanaTleblo saqmi-
5.4. samxedro-sabrZolo iaraRiT vaWrobis anobis specialuri licenzia;
generaluri licenzia. 19.2. sabazo zogadsaganmanaTleblo saqmi-
anobis specialuri licenzia;

145 146
19.3. saSualo zogadsaganmanaTleblo saqmi- 31. sabrokero saqmianobis licenzia.
anobis specialuri licenzia. 32. safondo birJis licenzia.
20. dawyebiTi profesiuli saganmanaTleblo 33. centraluri depozitaris licenzia.
saqmianobis, garda damatebiTi profesiuli 34. aqtivebis mmarTvelis saqmianobis licenzia.
saganmanaTleblo saqmianobisa, licenzia. 35. specializebuli depozitaris licenzia.
21. saSualo profesiuli saganmanaTleblo 36. aiv-infeqciis/Sidsis mkurnalobis licenzia.
saqmianobis licenzia. 37. klinikuri imunologiis da alergiul
21.1. mSobelTa mzrunvelobas moklebul da sneulebaTa stacionaruli mkurnalobis
SezRuduli SesaZleblobebis mqone generaluri licenzia:
bavSvTa saaRmzrdelo saqmianobis a. bavSvTa klinikuri imunologiis da
licenzia. alergiul sneulebaTa stacionaruli
22. umaRlesi saganmanaTleblo saqmianobis mkurnalobis specialuri licenzia;
licenzia. b. mozrdilTa klinikuri imunologiis da
23. sicocxlis dazRvevis licenzia. alergiul sneulebaTa stacionaruli
24. dazRvevis licenzia (ara sicocxlisa). mkurnalobis specialuri licenzia.
25. gadazRvevis licenzia. 38. angiologiuri stacionaruli saqmianobis
26. amoRebulia generaluri licenzia:
27. amoRebulia a. bavSvTa angiologiuri saqmianobis
28. sabanko saqmianobis licenzia. specialuri licenzia;
29. arasabanko-sadepozito – sakredito b. mozrdilTa angiologiuri saqmianobis
saqmianobis licenzia. specialuri licenzia.
30. fasiani qaRaldebis registratoris 39. gansakuTrebiT saSiS infeqciebze saqmianobis
licenzia. licenzia.

147 148
40. stacionaruli ginekologiuri saqmianobis a.a bavSvTa infeqciur sneulebaTa ambulatoriuli
generaluri licenzia: mkurnalobis specialuri licenzia;
a. bavSvTa ginekologiuri stacionaruli b. mozrdilTa infeqciur sneulebaTa
saqmianobis specialuri licenzia; stacionaruli mkurnalobis generaluri
b. mozrdilTa ginekologiuri stacionaruli licenzia:
saqmianobis specialuri licenzia; b.a. mozrdilTa infeqciur sneulebaTa
g. ginekologiuri ambolatoriuli ambulatoriuli mkurnalobis specialuri
saqmianobis specialuri licenzia. licenzia.
41. endokrinul avadmyofobaTa stacionaruli 44. kardiorevmatologiuri stacionaruli
mkurnalobis generaluri licenzia: saqmianobis generaluri licenzia:
a. bavSvTa endokrinul avadmyofobaTa a. bavSvTa kardiorevmatologiuri
stacionaruli mkurnalobis specialuri stacionaruli saqmianobis specialuri
licenzia; licenzia;
b. mozrdilTa endokrinul avadmyofobaTa b. mozrdilTa kardiorevmatologiuri
stacionaruli mkurnalobis specialuri stacionaruli saqmianobis specialuri
licenzia. licenzia.
42. Terapiuli stacionaruli saqmianobis 45. kardioqirurgiuli stacionaruli
licenzia. saqmianobis generaluri licenzia:
43. infeqciur sneulebaTa stacionaruli a. bavSvTa kardioqirurgiuli stacionaruli
mkurnalobis generaluri licenzia: saqmianobis specialuri licenzia;
a. bavSvTa infeqciur sneulebaTa stacionaruli b. mozrdilTa kardioqirurgiuli
mkurnalobis generaluri licenzia: stacionaruli saqmianobis specialuri
licenzia.

149 150
46. klinikur-toqsikologiuri stacionaruli 50. sameano stacionaruli saqmianobis licenzia.
saqmianobis generaluri licenzia: 51. narkologiuri stacionaruli saqmianobis
a. bavSvTa klinikur-toqsikologiuri staci- generaluri licenzia:
onaruli saqmianobis specialuri licenzia; a. bavSvTa narkologiuri stacionaruli
b. mozrdilTa klinikur-toqsikologiuri saqmianobis specialuri licenzia;
stacionaruli saqmianobis specialuri b. mozrdilTa narkologiuri stacionaruli
licenzia. saqmianobis specialuri licenzia.
47. kombustiologiuri stacionaruli 52. nervul sneulebaTa stacionaruli
saqmianobis generaluri licenzia: mkurnalobis generaluri licenzia:
a. bavSvTa kombustiologiuri stacionaruli a. bavSvTa nervul sneulebaTa stacionaruli
saqmianobis specialuri licenzia; mkurnalobis specialuri licenzia;
b. mozrdilTa kombustiologiuri b. mozrdilTa nervul sneulebaTa
stacionaruli saqmianobis specialuri stacionaruli mkurnalobis specialuri
licenzia. licenzia.
48. kompiuterul-tomografiuli kvlevis 53. neiroqirurgiuli stacionaruli
licenzia. saqmianobis generaluri licenzia:
49. kritikuli medicinis stacionaruli a. bavSvTa neiroqirurgiuli stacionaruli
saqmianobis generaluri licenzia: saqmianobis specialuri licenzia;
a. bavSvTa kritikuli medicinis stacionaruli b. mozrdilTa neiroqirurgiuli
saqmianobis specialuri licenzia; stacionaruli saqmianobis specialuri
b. mozrdilTa kritikuli medicinis licenzia.
stacionaruli saqmianobis specialuri 54. neonatologiuri saqmianobis licenzia.
licenzia.

151 152
 55. nefrologiuri stacionaruli saqmianobis 58. otorinolaringologiuri stacionaruli
generaluri licenzia: saqmianobis generaluri licenzia:
a. bavSvTa nefrologiuri stacionaruli a. bavSvTa otorinolaringologiuri staci-
saqmianobis generaluri licenzia: onaruli saqmianobis specialuri licenzia;
a.a. bavSvTa nefrologiuri ambulatoriuli b. mozrdilTa otorinolaringologiuri staci-
saqmianobis specialuri licenzia; onaruli saqmianobis specialuri licenzia.
b. mozrdilTa nefrologiuri stacionaruli 59. ofTalmologiuri stacionaruli saqmianobis
saqmianobis generaluri licenzia: generaluri licenzia:
b.a. mozrdilTa nefrologiuri ambulatoriuli a. bavSvTa ofTalmologiuri stacionaruli
saqmianobis specialuri licenzia. saqmianobis specialuri licenzia;
56. onkologiuri stacionaruli saqmianobis b. mozrdilTa ofTalmologiuri
generaluri licenzia: stacionaruli saqmianobis specialuri
a. bavSvTa onkologiuri stacionaruli licenzia.
saqmianobis generaluri licenzia: 60. pediatriuli stacionaruli saqmianobis
a.a. bavSvTa onkologiuri ambulatoriuli licenzia.
saqmianobis specialuri licenzia; 61. proqtologiuri stacionaruli saqmianobis
b. mozrdilTa onkologiuri stacionaruli generaluri licenzia:
saqmianobis generaluri licenzia: a. bavSvTa proqtologiuri stacionaruli
b.a. mozrdilTa onkologiuri ambulato-riuli saqmianobis specialuri licenzia;
saqmianobis specialuri licenzia. b. mozrdilTa proqtologiuri stacionaruli
57. organoebis da qsovilebis aRebis, Senaxvis, saqmianobis specialuri licenzia.
gadanergvis licenzia. 62. radiologiuri stacionaruli saqmianobis
licenzia:

153 154
a. bavSvTa radiologiuri stacionaruli 68. qirurgiuli stomatologiis stacionaruli
saqmianobis generaluri licenzia; saqmianobis generaluri licenzia:
a.a. bavSvTa radiologiuri ambulatoriuli a. bavSvTa qirurgiuli stomatologiis
saqmianobis specialuri licenzia; stacionaruli saqmianobis specialuri
b. mozrdilTa radiologiuri staciona-ruli licenzia;
saqmianobis generaluri licenzia: b. mozrdilTa qirurgiuli stomatologiis
b.a. mozrdilTa radiologiuri ambulato-riuli stacionaruli saqmianobis specialuri
saqmianobis specialuri licenzia. licenzia.
63. radiologiuri diagnostikis licenzia. 69. travmatologiur-orTopediuli staciona-
64. rentgenologiuri diagnostikis licenzia. ruli saqmianobis generaluri licenzia:
65. parazitul sneulebaTa stacionaruli a. bavSvTa travmatologiur-orTopediuli
mkurnalobis generaluri licenzia: stacionaruli saqmianobis specialuri
a. bavSvTa parazitul sneulebaTa staci- licenzia;
onaruli mkurnalobis specialuri b. mozrdilTa travmatologiur-orTo-
licenzia; pediuli stacionaruli saqmianobis
b. mozrdilTa parazitul sneulebaTa specialuri licenzia.
stacionaruli mkurnalobis specialuri 70. urologiuri stacionaruli saqmianobis
licenzia. generaluri licenzia:
66. saswrafo da gadaudebeli samedicino a. bavSvTa urologiuri stacionaruli
daxmarebis licenzia. saqmianobis specialuri licenzia;
67. sawarmoo transfuziologiuri saqmianobis b. mozrdilTa urologiuri stacionaruli
licenzia. saqmianobis specialuri licenzia.

155 156
71. fTiziatriuli stacionaruli saqmianobis b. mozrdilTa gulmkerdis qirurgiis
generaluri licenzia: stacionaruli saqmianobis specialuri
c. bavSvTa fTiziatriuli stacionaruli licenzia.
saqmianobis generaluri licenzia: 74. zogadi qirurgiis stacionaruli daxmarebis
a.a. bavSvTa fTiziatriuli ambulatoriuli saqmianobis licenzia:
saqmianobis specialuri licenzia; a. bavSvTa zogadi qirurgiis stacionaruli
d. mozrdilTa fTiziatriuli stacionaruli saqmianobis specialuri licenzia;
saqmianobis generaluri licenzia: b. mozrdilTa zogadi qirurgiis
b.a. mozrdilTa fTiziatriuli ambulato- stacionaruli saqmianobis specialuri
riuli saqmianobis specialuri licenzia. licenzia.
72. fsiqiatriuli stacionaruli saqmianobis 75. plastikuri, rekonstruqciuli da
generaluri licenzia: esTetikuri qirurgiis stacionaruli
a. bavSvTa fsiqiatriuli stacionaruli saqmianobis generaluri licenzia:
saqmianobis specialuri licenzia; a. bavSvTa plastikuri, rekonstruqciuli da
b. mozrdilTa fsiqiatriuli staciona-ruli esTetikuri qirurgiis stacionaruli
saqmianobis specialuri licenzia. saqmianobis specialuri licenzia;
73. gulmkerdis qirurgiis stacionaruli b. mozrdilTa plastikuri, rekonstruqciuli
saqmianobis generaluri licenzia: da esTetikuri qirurgiis stacionaruli
a. bavSvTa gulmkerdis qirurgiis saqmianobis specialuri licenzia.
stacionaruli saqmianobis specialuri 76. sisxlZarRvTa qirurgiis stacionaruli
licenzia; saqmianobis generaluri licenzia:

157 158
 a. bavSvTa sisxlZarRvTa qirurgiis 3. navTobisa da gazis resursebiT
stacionaruli saqmianobis specialuri sargeblobis generaluri licenzia:
licenzia; a. navTobisa da gazis Zebna-Ziebis specialuri
b. mozrdilTa sisxlZarRvTa qirurgiis licenzia;
stacionaruli saqmianobis specialuri b. navTobisa da gazis mopovebis specialuri
licenzia. licenzia.
77. Cirqovani qirurgiis stacionaruli 4. tyiT sargeblobis generaluri licenzia:
saqmianobis generaluri licenzia: a. xe-tyis damzadebis specialuri licenzia;
a. bavSvTa Cirqovani qirurgiis stacionaruli b. samonadireo meurneobis specialuri
saqmianobis specialuri licenzia; licenzia.
b. mozrdilTa Cirqovani qirurgiis 5. TevzWeris licenzia.
stacionaruli saqmianobis specialuri 6. regularuli saerTaSoriso sahaero
licenzia. gadayvana-gadazidvis licenzia (Tu SezRudva
78. hematologiuri stacionaruli saqmianobis SeTanxmebul xazebze frenebis sixSireebsa
generaluri licenzia: da daniSnuli aviagadamzidvelebis
a. bavSvTa hematologiuri stacionaruli raodenobaze dadgenilia saerTaSoriso
saqmianobis specialuri licenzia; xelSekrulebiT).
b. mozrdilTa hematologiuri stacionaruli 7. numeraciis resursiT sargeblobis
saqmianobis specialuri licenzia. licenzia;
sargeblobis licenziis saxeebi 8. radiosixSiruli speqtriT sargeblobis
1. sasargeblo wiaRiseulis mopovebis licenzia.
licenzia. 9. eqsportis mizniT soWis girCiTa da
2. miwisqveSa sivrcis gamoyenebis licenzia. „gadaSenebis safrTxis winaSe myofi

159 160
 veluri florisa da faunis saxeobebiT eqsportis, reeqsportis an tranzitis
saerTaSoriso vaWrobis Sesaxeb“ nebarTva (SezRudulad brunvadi
konvenciis (CITES) danarTebSi Setanili masalebis sia ganisazRvreba saqarTvelos
TeTryvavilas bolqvebiT an/da mTavrobis gadawyvetilebiT).
yoCivardas gorglebiT sargeblobis 8. samrewvelo daniSnulebis feTqebadi
licenzia. masalebis gamoyenebis nebarTva.
Tbilisis meria ar aris licenziis 9. birTvuli, radiaciuli obieqtebis,
gamcemi organo; birTvuli masalebis, radiaqtiuri
nebarTvis saxeebi nivTierebebis an radiaqtiuri narCenebis
1. veterinarul kontrols daqvemdebarebuli SeZenis nebarTva.
produqciis tranzitis nebarTva. 10. birTvuli, radiaciuli obieqtebis,
2. veterinarul kontrols daqvemdebarebuli birTvuli masalebis, radiaqtiuri
produqciis importis nebarTva. nivTierebebis, radiaqtiuri narCenebis,
3. fitosanitariul kontrols mineralebis (wiaRiseulis), romlebisganac
daqvemdebarebuli mcenareuli warmoSobis praqtikulad SesaZlebelia birTvuli
produqciis importis nebarTva. masalebis miReba, yvelafris, rac
4. garemoze zemoqmedebis nebarTva. damzadebulia birTvuli masalisagan an
5. zedapiruli wylis obieqtidan wyalaRebis radiaqtiuri nivTierebisagan an Seicavs
nebarTva. maT, rogorc Semadgenel nawils, agreTve
6. zedapiruli wylis obieqtSi wyalCaSvebis birTvuli teqnologiebis, an nou-hauebis
nebarTva. eqsportis, importis an tranzitis
7. SezRudulad brunvadi masalebis nebarTva.
warmoebis, transportirebis, importis,

161 162
11. „gadaSenebis safrTxis winaSe myofi teritoriis gareT gadamuSavebisa da
veluri florisa da faunis saxeobebiT droebiTi Semotanis an/da gatanis nebarTva.
saerTaSoriso vaWrobis Sesaxeb“ (23.06.2006 3380)
konvenciis (CITES) danarTebSi Setanili 18. iaraRis koleqcionirebisa da eqsponirebis
saxeobebis, maTi nawilebisa da nebarTva.
derivatebis eqsportis, importis, 19. ucxo qveynis da saerTaSoriso
reeqsportisa da zRvidan introduqciis organizaciebis warmomadgenelTa, agreTve
nebarTva. sxva mniSvnelovan pirTa vizitis dros maT
12. nadirobis nebarTva. Tanmxleb pirTa mier iaraRisa da
13. iaraRis SeZenis (Senaxvis uflebiT) sabrZolo masalis saqarTveloSi
nebarTva. Semotanisa da saqarTvelodan gatanis
14. iaraRis SeZenis (Senaxvisa da tarebis nebarTva.
uflebiT) nebarTva. 20. iaraRisa da sabrZolo masalis gadatana-
15. ucxo qveynis moqalaqis mier iaraRis gadazidvis nebarTva.
saqarTveloSi SeZenis nebarTva. 21. iaraRisa da sabrZolo masalis
16. tiris, sasroleTis da sasrolo-sanadiro gadagzavnis nebarTva.
stendis mowyobis nebarTva. 22. iaraRis erTi saxeobis calkeuli
17. iaraRisa da sabrZolo masalis importis, egzemplarebis saqarTveloSi Semotanisa
eqsportis, reeqsportis an tranzitis da saqarTvelodan gatanis (garda eqsport-
nebarTva. importisa, tranzitisa da reeqsportisa)
17.1. samxedro-sabrZolo iaraRis eqsportis, nebarTva.
importis, reeqsportis, tranzitis, sabaJo
teritoriaze gadamuSavebis, saqarTvelos

163 164
23. mSeneblobis (garda gansakuTrebuli 31. saqarTvelos teritoriidan saerTaSoriso
mniSvnelobis, radiaciuli an birTvuli satvirTo gadazidvis (saerTaSoriso
obieqtebis mSeneblobisa) nebarTva. xelSekrulebis safuZvelze dadgenili
24. gansakuTrebuli mniSvnelobis obieqtebis, kvotis zeviT) nebarTva, romelsac
maT Soris, radiaciuli an birTvuli axorcielebs ucxo qveynis gadamzidveli.
obiqtebis mSeneblobis nebarTva. 32. ubaJo vaWrobis punqtis saqmianobis
25. saSiSi sawarmoo obieqtebis eqspluataciis nebarTva.
nebarTva. 33. sabaJo sawyobis (Ria, an/da daxuruli)
26. adgilobrivi saqalaqo regularuli saqmianobis nebarTva.
samgzavro gadayvanis nebarTva. 34. droebiTi Senaxvis sawyobis (Ria, an/da
27. ormagi daniSnulebis produqciis daxuruli) saqmianobis nebarTva.
eqsportis, importis, reeqsportis an 35. samorines mowyobis nebarTva.
tranzitis nebarTva. 36. saTamaSo aparatebis salonis mowyobis
28. saaviacio samuSaoebis warmoebisa da nebarTva.
araregularuli saerTaSoriso sahaero 37. totalizatoris mowyobis nebarTva.
gadayvana-gadazidvis nebarTva. 38. lotos mowyobis nebarTva.
29. saerTaSoriso xelSekrulebiT dadgenili 39. bingos mowyobis nebarTva.
saerTaSoriso saavtomobilo regularuli 40. wamaxalisebeli gaTamaSebis mowyobis
samgzavro gadayvanis nebarTva. nebarTva.
30. saerTaSoriso xelSekrulebebis 41. specialur kontrols daqvemdebarebuli
safuZvelze dadgenili saerTaSoriso samkurnalo saSualebebis importis an
satvirTo gadazidvis nebarTva. eqsportis nebarTva.

165 166
42. farmakologiuri saSualebis klinikuri 4.2. biznesis warmoebis organizaciul-
kvlevis nebarTva. samarTsamarTlebrivi formebi
43. farmacevtuli warmoebis (samkurnalo
saSualebebisa, garda narkotikuli saqarTveloSi sawarmoTa organizaciul-

saSualebebisa) nebarTva. samarTlebriv formebi.

44. I jgufis afTiaqis mowyobis nebarTva. saqarTvelos kanonmdeblobis Sesabamisad,

45. II jgufis afTiaqis mowyobis nebarTva. samewarmeo saqmianobas saxelmwifo registracia

46. saafTiaqo punqtis mowyobis nebarTva. sWirdeba.

47. araiodizebuli marilis importis saqarTvelos samewarmeo kanonis Tanaxmad,

nebarTva. saqarTveloSi sawarmoTa organizaciul-

48. istoriisa da kulturis Zeglebze samarTlebriv formebs warmoadgens:

samuSaoebis nebarTva. a. individualuri sawarmo.

49. arqeologiuri samuSaoebis nebarTva. individualuri mewarme, rogorc

50. saqarTvelos kulturul faseulobaTa individualuri sawarmos mflobeli, aris

saqarTvelodan gatanis nebarTva. fizikuri piri, romlis samewarmeo

saqmianobisaTvis aucilebelia samewarmeo wesiT

Tbilisis meria gascems Semdeg nebarTvebs: mowyobili organizacia, mowesrigebuli sakaso

1. mSeneblobis (garda gansakuTrebuli da sabuRaltro saqme. samarTlebriv

mniSvnelobis, radiaciuli an birTvuli urTierTobebSi igi gamodis Tavisi saxeliT.

obieqtebis mSeneblobisa) nebarTva. b. solidaruli pasuxismgeblobis

2. adgilobrivi saqalaqo regularuli sazogadoeba (sps).

samgzavro gadayvanis nebarTva. solidaruli pasuxismgeblobis

sazogadoeba, aris sazogadoeba, rolmelSic

167 168
ramdenime fizikuri piri erToblivad, erTiani sazogadoeba, romlis pasuxismgebloba
safirmo saxelwodebiT, eweva araerTjerad da sazogadoebis kreditorebis winaSe Semoifargleba
damoukidebel mewarmeobas da partniorebi mTeli Tavisi qonebiT, xolo partniorebis
sazogadoebis valdebulebebisaTvis pasuxismgebloba sawesdebo kapitalSi - misi
kreditorebis winaSe pasuxs ageben rogorc wilis odenobiT, aris SezRuduli
solidaruli movaleebi - uSualod, pirdapir, pasuxismgeblobis sazogadoeba. aseTi
mTel valdebulebebze, SeuzRudavad mTeli sazogadoebis dafuZneba SeuZlia erT pirsac.
Tavisi qonebiT. partniorebi SeiZleba iyvnen e. saaqcio sazogadoeba (ss) an
mxolod fizikuri pirebi. kooperativi.
g. komandituri sazogadoeba (ks). saaqcio sazogadoeba aris sazogadoeba,
sazogadoeba, romelSic ramdenime piri romelsac aqvs aqciebad dayofili sawesdebo
erToblivad, erTiani safirmo saxelwodebiT kapitali. sawesdebo kapitalis minimaluri
eweva araerTjerad da damoukidebel nominaluri Rirebuleba Seesabameba aTi aTas
mewarmeobas, aris komandituri sazogadoeba. Tu aSS. dolaris eqvivalents erovnuli valutiT,
erTi an ramdenime partnioris pasuxismgebloba xolo erTi aqciis nominaluri Rirebuleba aris
sazogadoebis kreditorebis winaSe erTi aSS. dolaris eqvivalenti erovnuli
gansazRvruli sagarantio Tanxis gadaxdiT valutiT an misi mravaljeradi.
Semoifargleba, sxva partniorebis v. kooperativi.
pasuxismgebloba SezRuduli ar aris. kooperativi aris wevrTa SromiT
personalurad pasuxismgebeli partniorebi - saqmianobaze dafuZnebuli an wevrTa meurneobis
komplementarebi. ganviTarebisa da Semosavlis gadidebis mizniT
d. SezRuduli pasuxismgeblobis Seqmnili sazogadoeba, romlis amocanaa wevrTa
sazogadoeba (Sps).

169 170
interesebis dakmayofileba da igi mimarTuli ar gancxadeba Seitaneba registraciaze
aris upiratesad mogebis miRebaze. uflebamosil sagadasaxado organoSi
sazogadoebis adgilsamyofelis mixedviT.
4.3. sawarmoos registrireba gancxadeba yvela sawarmosaTvis savaldebulo
wesiT unda Seicavdes:
rogor unda davaregistriroT sawarmo.
• safirmo saxelwodebas (firmas);
sawarmos saxelmwifo da sagadasaxado
• organizaciul-samarTlebriv formas;
registracias axorcielebs registraciaze
uflebamosili sagadasaxado organo sawarmos • adgilsamyofels (iuridiul misamarTs);

adgilsamyoflis mixedviT. • yoveli damfuZnebeli partnioris saxels,

sawarmos saxelmwifo da sagadasaxado gvars, sacxovrebel adgils, moqalaqeobas,

registracia xorcieldeba samewarmeo reestrSi piradobis damadasturebeli dokumentis

saTanado CanawerebiT, saidentifikacio nomris saxelwodebas, nomers, pirad nomers,

miniWebiT, saxelmwifo da sagadasaxado xolo Tu damfuZnebeli iuridiuli piria

registraciis mowmobis (administraciul- mis safirmo saxelwodebas da

samarTlebrivi aqtis) gacemis safuZvelze. registraciis monacemebs (iuridiuli

sawarmos (iuridiuli piris) saxelmwifo misamarTi, im organos dasaxeleba,

da sagadasaxado registraciis pirobebi. romelmac registraciaSi gaatara

sawarmos saxelmwifo da sagadasaxado iuridiuli piri, registraciis TariRi da

registracia xdeba gancxadebisa da Sesabamisi saidentifikacio nomeri, organizaciul-

organizaciul-samarTlebrivi formis sawarmo- samarTlebrivi forma, misi

saTvis dadgenili dokumentebis safuZvelze. warmomadgenlis monacemebi);

• warmomadgenlobis uflebamosilebas;

171 172
 komandituri sazogadoebisaTvis, g. SezRuduli pasuxismgeblobisa da saaqcio
zemoTCamoTvlilis garda, damatebiT saWiroa sazogadoebebisaTvis - dokumentebi
mieTiTos yoveli komanditis Sesatanis odenoba direqtorebis daniSvnis Sesaxeb;
da warmodgenil iqnes sabuTi faqtobrivad d. saregistracio mosakreblis gadaxdis
ganxorcielebuli Senatanis Sesaxeb. damadasturebeli dokumenti.
• SezRuduli pasuxismgeblobis sazogado- • pirebi, romlebmac unda warmoadginon
ebisaTvis, saaqcio sazogadoebisa da sazogadoeba, valdebulni arian, waradginon
kooperativisaTvis damatebiT saWiroa xelmoweris is nimuSebi, romlebsac saqmian
mieTiTos: urTierTobebSi gamoiyeneben.
a. sawesdebo kapitalis odenoba da sabuTi saxelmwifo da sagadasaxado
Sesrulebuli Senatanis Sesaxeb; registraciisaTvis warsadgeni xelmZRvane-
b. sawarmos xelmZRvanelis (yoveli direqtoris) lobiTi uflebamosilebis piris xelmoweris
saxeli, gvari, sacxovrebeli adgili, nimuSi, agreTve, TandarTuli dokumentebi an
moqalaqeoba, piradobis damadasturebeli maTi aslebi moiTxovs notariul damowmebas
dokumentis saxelwodeba, nomeri, piradi (dadasturebas).
nomeri.
• gancxadebas erTvis Semdegi dokumentebi:
a. sazogadoebis wesdeba (2 egzempliari);
registraciis vada da safasuri
b. arafuladi SesataniT dafuZnebisas - Sesatanis
• registraciaze uflebamosili sagadasaxado
Sefasebis damadasturebeli sabuTi;
organo valdebulia, sawarmo saxelmwifo da
sagadasaxado registraciaSi gaataros
gancxadebis wardgenidan 3 samuSao dRis vadaSi.

173 174
• Tu 3 samuSao dRis vadaSi saxelmwifo da • individualuri mewarme an sawarmos
sagadasaxado registracia ar ganxorcielda warmomadgenlobaze uflebamosili piri
an ganmcxadebels werilobiT ar ecnoba dazRveuli weriliT Tavisi saqmianobis
xarvezis an motivirebuli uaris Sesaxeb, adgilis mixedviT registraciaze
sawarmo registrirebulad CaiTvleba. uflebamosil sagadasaxado organoSi
• registraciaze uflebamosili sagadasaxado gzavnis an uSualod waradgens
organo valdebulia, ganmcxadeblis moTxovnis gancxadebas 2 egzempliarad, romelic
safuZvelze dauyovnebliv gasces saxelmwifo unda damowmdes sanotaro wesiT.
da sagadasaxado registraciis mowmoba. Sevsebuli gancxadebis forma unda

• sawarmoTa registraciis safasuria: Seicavdes Semdeg monacemebs:

a. solidaruli pasuxismgeblobis sazogadoeba - • safirmo saxelwodebas;

60 lari; • individualuri mewarmis saxels, gvars,
b. komandituri sazogadoeba - 80 lari moqalaqeobas, sacxovrebel adgils,
g. SezRuduli pasuxismgeblobis sazogadoeba - piradobis damadasturebeli dokumentis
160 lari (mowmobis, pasportis) nomers, pirad nomers;
d. saaqcio sazogadoeba - 360 lari • individualuri sawarmos adgilsamyofels
e. kooperativi -120 lari (saqmianobis adgils);
3.4. individualuri sawarmos saxelmwifo • individualuri mewarmis xelmoweras.
da sagadasaxado registraciis wesi da pirobebi 3.6. registraciis vada da safasuri
• individualuri mewarme safirmo saxelwo- • registraciaze uflebamosili sagadasaxado
debad iyenebs Tavis saxelsa da gvars. organo valdebulia individualuri sawarmo
saxelmwifo da sagadasaxado registraciaSi

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 gaataros gancxadebis wardgenidan 1 samuSao
dRis vadaSi.
• Tu am vadaSi ganmcxadebels werilobiT
ar ecnoba motivirebuli uaris Sesaxeb,
individualuri sawarmo registrirebulad
CaiTvleba.
• sagadasaxado organo valdebulia,
registrirebul individualur sawarmos
mianiWos saidentifikacio nomeri da
dauyovnebliv gasces Sesabamisi
saxelmwifo da sagadasaxado
registraciis mowmoba.
• individualuri sawarmos saxelmwifo da
sagadasaxado registraciisaTvis ar
gadaixdevineba saxelmwifo baJi,
mosakrebeli an sxva raime gadasaxdeli.

177
 ibeWdeba avtorTa mier warmodgenili saxiT

gadaeca warmoebas 01.05.2009. xelmowerilia dasabeWdad

19.05.2009. qaRaldis zoma 60X84 1/16. pirobiTi nabeWdi Tabaxi 10.
tiraJi 100 egz.

sagamomcemlo saxli `teqnikuri universiteti~, Tbilisi,

kostavas 77

i.m. `goCa dalaqiSvili~,

q. Tbilisi, varkeTili 3, korp. 333, bina 38