თეიმურაზ შენგელია

ბიზნესის ადმინისტრირების საფუძვლები

Fundamentals business administration

სახელმძღვანელო

თბილისი 2008

1
 Tavi I
biznesis arsi da mniSvneloba

biznesi gamogonilia imisaTvis, rom

gaizardos bednieri adamianebis ricxvi da
ara milionobiT dolarebis raodenoba.
b. Carlzi
adamianebs Soris pirvelebma
simdidres an yvelaze Wkvianebma an
yvelaze moxerxebulebma miaRwies. qonebis
uTanabroba mxolod niWisa da vaJkacobis
uTanabrobis Sedegia.
l. vovenargi
biznesi – es aris TamaSi, udidesi
TamaSi msoflioSi, - Tu iciT am TamaSis
wesebi.
T. j. uotsoni

am TavSi Tqven gaecnobiT:

1. biznesis arss, 2.ekonomikuri si- 3. moTxovnisa da

mis koncefciebs; stemis bunebas, wa- mowodebis rols bi-
bizness, rogorc rmoebis faqto- znesis ganviTarebisa-
eko-nomikur rebs, ekonomikuri Tvis. wre-brunvas. sa-
urTi-erTobaTa sistemis tipebs. xemwifos rols bi-
sistemas; biznesze moqmed znesis ganviTarebaSi.
biznesis sistemis ekonomikur Zalebs, sazogadoebaSi moqmed
Camo-yalibebas. sami tipis konku- ekonomikur Zalebs.
renciul strate-
gias.

I. 1. biznesis koncefciebi

kacobriobis mTeli istoria dakavSirebulia biznesTan. adamianis

nebismieri saxeobis saqmianoba, dawyebuli plazmuri reaqciis kvlevidan,
damTavrebuli renesansis epoqis ferweruli tiloebiT, dakavSirebulia
biznesTan.
imisaTvis, rom avxsnaT es bolomde Seucnobeli socialur-
ekonomikuri movlena, aucilebelia, mivmarToT biznesis sxvadasxva
Teoriul gagebasa Tu cnebas.
pirobiTad isini SesaZlebelia gaerTiandes koncefciaTa sam ZiriTad
jgufSi. esenia: pozitiuri, kritikuli da pragmatuli. (ix.: nax. #1).
sanam ganvixilavdeT am koncefciebs, aucilebelia avRniSnoT, rom
lingvisturi TvalsazrisiT, `biznesi~ warmodgeba inglisuri sityva
Business-isagan da yvelaze zogadi formiT niSnavs im nebismieri saxeobis
samewarmeo saqmianobas, romelic iZleva mogebas.1

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 biznesis
koncefciebi

pragmatuli
pozitiur
i

kritikuli

naxati #1 biznesis ZiriTadi koncefciebi.

biznesis pozitiuri koncefciis arsi mdgomareobs imaSi, rom biznesi

esmiT, rogorc saqonlisa da momsaxurebis warmoebis mizniT adamianebis
sazogadoebrivi saqmianoba, romelic xorcieldeba sazogadoebis wevrebis
moTxovnilebaTa dakmayofilebisaTvis. aseTi midgoma simptomaturia
Tanamedrove civilizebuli qveynebisaTvis. ase magaliTad, cnobil
saxelmZRvaneloSi _ `biznesis koncefcia~, romlis avtorebi arian:
texasisa da ilinoisis universitetebis profesorebis. rozerblati, r.
boningtoni, b.nidlsoni, biznesi ganmartebulia Semdegi saxiT: `biznesi es
aris saqmis warmoebis sistema. biznesi es aris im produqciis Seqmnis
procesi, romelic aucilebelia adamianebisaTvis. biznesi aris Cveni
socialur-ekonomikuri sistemis centraluri magistrali. biznesi aris
sistema, romelic Seqmnes adamianebma TavianTi moTxovnilebebis
dakmayofilebis mizniT~.[89,gv.32] es ganmarteba mravalmxriv asaxavs im
Sinaarsobriv datvirTvas, romlis matarebelia cneba `biznesi~.
pozitiuri koncefcia axdens biznesis dadebiTi aspeqtebis
absolutizacias, cnobili ekonomistebi n. keldori, a. klouni (didi
britaneTi), g. miurdali (Svecia), j. gelbreiti, m. rederi (aSS) da sxvebi,
TavianT SromebSi asabuTeben, rom kapitalizmma Tavisi Canasaxovani,
`veluri~ bunebidan transformaciis Sedegad SeiZina Tavisi ZiriTadi -
`sayovelTao keTildReobis~ matareblis funqcia. `yvelasaTvis
keTildReoba~ miiRweva sazogadoebrivi sikeTeebis ganawilebisa da
gadanawilebis gziT: socialuri dazRvevis, sagadasaxado, Sromis
kanonmdeblobis srulyofis, dasaqmebis, agreTve sazogadoebrivi
institutebis pozitiuri cvlilebebis Sedegad.
kritikuli koncefciis Sesabamisad, biznesi aris adamianebis
saqmianobis is sfero, romlis saboloo mizans Seadgens mogebisa da sxva
Semosavlebis miReba. mogebis miReba daSvebulia yvela gziTa da meTodiT.
amiT is xdeba sazogadoebrivi konfliqtebis, kriminogenuli procesebis
gaRvivebis, sazogadeobrivi eqspluataciis wyaro. es koncefcia
dominirebda im qveynebSi, romlebic am tipis sazogadoebriv
urTierTobebze agebdnen ekonomikuri sistemis komunisturi ideologiiT
marTvis filosofias. kritikulma koncefciam dReisaTvis yvela Tavisi
resursi amowura, is SeiZleba CaiTvalos dromoWmulad, magram aqvs
istoriuli movlenebis adekvaturi asaxvis funqcia. kritikuli koncefcia

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safuZvlad daedo kapitalistur sazogadoebaSi arsebuli
winaaRmdegobebis marqsistul Teorias.
pragmatuli koncefcia bizness ganixilavs sazogadoebrivi progresis
konteqstSi, rogorc movlenas, romelic aucilebelia rogorc
biznesmenebisaTvis, romlebic gamomdinareoben sakuTari interesebidan,
aseve sazogadoebisaTvis, romelic biznesis safuZvelze akmayofilebs
saqonelsa da momsaxurebaze Tavis moTxovnilebebs. es Teoria biznesis
sferoSi warmoSobil winaaRmdegobebs ganixilavs, rogorc sazogadoebis
ekonomikuri progresis, ekonomikuri ganviTarebis wyaros. am koncefciis
ZiriTadi postulatebi SeiZleba Camoyalibdes Semdegi saxiT:
- biznesi aris adamianis cxovrebis aucilebeli da gardauvali
komponenti;
- winaaRmdegobani, romlebic warmoiqmneba biznesis sferoSi aris
ekonomikuri ganviTarebis wyaro;
- biznesi – es aris istoriulad mudmivi movlena.
pragmatuli, wina koncefciebisagan gansxvavebiT ar axdens biznesis
idealizebas. is warmoaCens mis pragmatul – sazogadoebrivad
sasargeblo mxareebs, ganmartavs biznesis progresul xasiaTs, ganixilavs
mas istoriul-logikur movlenaTa WrilSi.

I. 2. biznesi, rogorc ekonomikur urTierTobaTa sistema

`biznesi~ da `ekonomika~ urTierTdakavSirebuli cnebebia. ekonomikuri

subieqtebi amavdroulad gvevlineba, rogorc saqmiani urTierTobebis
subieqtebic. amasTan, `biznessa~ da `ekonomikas~ Soris aris safuZvliani
gansxvaveba.
`ekonomika~ ufro farTo cnebaa, vidre `biznesi~, romelic moicavs
mikro, makro, mezo da megaekonomikur doneebs, moTxovna-miwodebis
mikroekonomikur, erToblivi moTxovnisa da erToblivi miwodebis
makroekonomikur koncefciebs. `biznesi~ aris mewarmeobriv urTierTobaTa
ufro konkretuli maxasiaTebeli, romelic viTardeba gansazRvrul
subieqtebs Soris, individualuri da jgufuri konkurenciis safuZvelze.
`ekonomikisaTvis~ umniSvnelovanesia SejibrianobaSi Semavali
subieqtebis xasiaTi, is afiqsirebs Tavis yuradRebas sakuTriv am
urTierTobaTa formebze! `biznesisaTvis~ am sistemaSi mniSvnelovania am
urTierTobaTa Sevseba konkretuli brZolis meTodebiT. `ekonomika~
izRudeba konkurenciis aucileblobis aRiarebiT, `biznesisaTvis~
mniSvnelovania is, Tu raoden agresiuli, neitraluri an pasiuria es
konkurenciuli brZola. `ekonomika~ mxolod afiqsirebs samarTlebrivi
normebis arsebobas, `biznesisaTvis~ isini warmoadgenen moqmedebis
ZiriTad faqtors.
bizness gaaCnia misi strategia da taqtika. biznesis strategia
mdgomareobs mogebis maqsimizaciaSi, misi eTikuri da samarTlebrivi
normebis dacvis gziT. am strategiis yvela konkretuli kontragentis
mimarT, taqtikuri mizani aris konkretul droSi, konkretuli
urTierTobis formiT realizacia.
bizness misi mravalsaxeobis miuxedavad, gaaCnia is saerTo niSnebi,
romlebic mJRavndeba saqmian urTierTobebSi. es niSnebia:
 interesTa dacvis aucilebloba;
 ekonomikis subieqtebs Soris saqmianobis sferoebis dacva;

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  monawileTa mier TavianTi interesebis Sesabamisi qmedeba;
 monawileTa iniciativiani xasiaTi;
 monawileTa mier personaluri riskis gaTaviseba;
 garigebaTa albaTuri da realuri Sedegebis Sefasebis unari;
 saqmiani urTierTobebis damyarebis SesaZlebloba;
 maqsimaluri mogebis miRebis mizniT, molaparakebaTa momgebiani
warmeobis unari;
 saqmianobis prioritetebis da saqmiani urTierTobebis logikis
dadgenis unari;
 saqmiani urTierTobis monawileTa interesebis realizaciis
SesaZlebloba sxva monawileTa interesebisagan damoukideblad.
biznesi aris adamianebs Soris urTierTobani maTi erToblivi
saqmianobis procesSi, romlis drosac masSi monawile yvela subieqti
cdilobs, miiRos sakuTari mogeba. es urTierTobani winaaRmdegobrivi
xasiaTisaa, xolo subieqtebis miznebi erTob gansxvavebulia. maTi
dabalanseba xdeba garigebis procesSi. urTierTmomgebiani garigebebi,
saqmiani urTierTobebis gawonasworebuli, idealuri mdgomareobaa.
biznesis subieqtebi imyofebian mudmivi riskis pirobebSi, maT ara aqvT
garigebebis pozitiuri Sedegebis garantia. saqmiani urTierTobebis
monawileTa efeqtianoba damokidebulia maT unarze _ argumentirebulad,
dasabuTebulad daicvan TavianTi poziciebi. aq mniSvnelovania
saqmianobis prioritetebis swori SerCeva, maTi saqmiani urTierTobebis
logikisadmi daqvemdebareba.
biznesSi yvelaze mniSvnelovan komponents Seadgens misi subieqtebi.
iuridiuli TvalsazrisiT, biznesis subieqtSi igulismeba misi uflebebis
da movaleobebis matarebeli. amitomac aris, rom Tanamedrove sabazro
ekonomikaSi biznesis subieqtebs Seadgenen:
 mewarmeebi, anu is pirebi, romlebic axorcieleben iniciativian,
inovaciur saqmianobas, TavianTi riskiT, iuridiuli da ekonomikuri
pasuxismgeblobiT;
 samewarmeo asociaciebi da mewarmeobrivi koleqtivebi;
 produqciis da momsaxurebis individualuri da koleqtiuri
momxmareblebi, momxmarebelTa kavSirebi da asociaciebi;
 saxelmwifos is struqturebi, romlebic biznesis procesSi gamodian
SemkveTis rolSi.
aRsaniSnavia, rom terminebi _ `biznesi~ da `mewarmeoba~ Sina-
arsobrivad erTmaneTTan axlos dganan. amasTan, cneba `biznesi~
gacilebiT ufro farToa, vidre cneba `mewarmeoba~. cneba `biznesi~
moicavs ekonomikis yvela subieqtebs Soris urTierTobebs, ara marto
mewarmeebs, aramed momxmareblebsac, daqiravebul muSakebs, saxelmwifo
struqturebs.
gamokvlevis TvalsazrisiT, aRniSnul kursSi sainteresoa samewarmeo
biznesis Seswavla. samewarmeo biznesi aris biznesis erT-erTi da yvelaze
mniSvnelovani elementi, romlis Seswavla erTob aqtiuria. garda amisa,
mniSvnelovania momsaxurebis biznesis elementebis analizi. biznesis
safuZveli aris warmoebis saSualebebze, moxmarebis sagnebze da
momsaxurebaze kerZo sakuTreba. amdenad, biznesi moicavs, rogorc
samewarmeo, aseve samomxmareblo bizness.

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 Tu mwarmoeblisaTvis mTavari aris Semosavlis miReba (rogorc wesi
fulad formaSi), momxmareblebisaTvis aseTi Semosavlis wyaro aris
saqoneli (momsaxurebis formiT).
axdenen ra Tavisi samomxmareblo interesebis realizebas
samomxmareblo xelSekrulebebis safuZvelze, Rebuloben ra im gziT
Semosavals, MEmewarmeebi amavdroulad samomxmareblo biznesis subieqtad
gvevlinebian.
momxmareblebis roli biznesis Tanamedrove sistemaSi aisaxeba
Sesabamis TavSi _ `marketingi~ (ix. Tavi XIV). samewarmeo biznesTan
SedarebiT, samomxmareblo biznesTan Sexeba aqvs yvela moqalaqes.
amitomac aris, rom is asaxavs adamianebis erTobliv monawileobas
saqmiani urTierTobebis sistemaSi.
samomxmareblo biznesi aris gamawonasworebeli Zala da
stimulatori samewarmeo biznesTan mimarTebiT, radganac is aiZulebs
mewarmeebs, ara marto gauwion angariSi momxmareblebs, aramed aRiqvan
isini saqmian urTierTobebSi partniorebad.
samomxmareblo biznesis monawileebs warmoadgenen, rogorc fizikuri
pirebi, aseve is mewarmeebi, romlebic gvevlinebian sxva firmebis
produqciis momxmareblebad. ekonomikur literaturaSi [89.c.61]
ganixileba agreTve saxelmwifo biznesi, rac gulisxmobs saxelmwifo da
komerciul firmebs Soris urTierTobebs saxelSekrulebo sawyisebze.

I. 3. biznesis sistemis Camoyalibeba

biznesis, rogorc organuli sistemis Camoyalibeba, istoriul

WrilSi, unda ganvixiloT radganac sabazro ekonomikis safuZvlebi
warmoiSva da ganviTarda kacobriobis ganviTarebisa da Camoyalibebis
sxvadasxva ekonomikur urTierTobaTa formebSi, maTi revoluciuri da
evoluciuri gardaqmnis, samewarmeo bazis formirebis procesSi.
biznesis Camoyalibebis procesi, mewarmis, rogorc biznesis ZiriTadi
figuris formireba, dakavSirebulia kapitalis Tavdapirvel
dagrovebasTan. arsebobs mecnieruli Tvalsazrisi, romlis Sesabamisad,
kapitalis Tavdapirveli dagroveba moicavs feodaluri sazogadoebis
daSlis Semdgom periods, magram sinamdvileSi misi niSnebi ufro adreul
epoqaSic gvxvdeba.
kapitalis dagroveba emyareboda pirad-sakuTrebiT urTierTobebs
monaTmflobelur sazogadoebaSi. am sazogadoebaSi monaTmflobeli
axdenda kapitalis dagrovebas miwebis, fulis, saqonlis, Sromis
iaraRebisa da TviT monebis raodenobis zrdis safuZvelze. misi ZiriTadi
wyaro aris dampyrobluri omebi. monis mdgomareoba monaTmflobelur
sazogadoebaSi asaxulia didi berZeni filosofosis, aristoteles
SromebSi. is wers: `mona aris garkveuli xarisxis sakuTrebis
gacocxlebuli forma. mona aris gacocxlebuli iaraRi, xolo
gaucocxlebeli iaraRi aris mona~.[89,c.96] Zvel romSi monas uwodebdnen
iaraRs, romelsac SeuZlia laparaki (Instrumentum vocale), cxovels
ewodeboda _ (,,Instrumenum semivocale~), xolo usulo iaraRs _ (,,Instrumentum
mutum~).
feodalur sazogadoebaSi kapitalis Tavdapirveli dagrovebas
gaaCnia sxva xasiaTi wina epoqisagan gansxvavebiT. glexebi am epoqaSi ar
ekuTvnodnen feodalebs, magram isini mimagrebuli arian feodalis

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miwaze. amitom, kapitalis dagroveba aris dafuZnebuli Sromis
ekonomikur iZulebaze.
feodaluri sazogadoebis daSlis da sabazo ekonomikuri
urTierTobebis safuZvlebis Casaxvis procesSi gaCnda kapitalis
dagrovebis axali formebi. am epoqaSi SeiZleba gamovyoT kapitalis
dagrovebis Semdegi formebi:
 manufaqturebis Seqmna, sadac muSa aris mimagrebuli Sromis
iaraRebze (iseve, rogorc feodalur sazogadoebaSi glexi
miwaze);
 kapitalis dagroveba mevaxSeobis gziT;
 saxelmwifo moxeleebis mier calkeuli mewarmeebisaTvis
mewarmeobis sferoSi eqskluziuri uflebebis gadacema;
 savaWro omebis warmatebuli warmoeba.
kapitalis dagroveba xdeboda agreTve aralegaluri formiTac;
kanonebis darRvevis, sxvisi qonebis miTvisebisa da sxva gzebiT.
aralegaluri kapitalis dagrovebas miekuTvneba:
 saxelmwifo moxeleebis mier kanonis sawinaaRmdegod sxvadasxva
samewarmeo maqinaciebis warmoeba;
 saxelmwifo moixeleebis aqcionerebis formiT axali kompaniebis
SeqmnaSi monawileoba;
 korufcia, meqrTameoba, gamomZalveloba;
 dapyrobili xalxebis koloniuri Zarcva;
 dampyrobluri omebis warmoeba axali miwebis, samewarmeo
potencialis, samuSao Zalis zrdis mizniT.

kapitalis Tavdapirveli dagroveba xdeboda arakanonieri gziT da amis

aRniSvna mniSvnelovania imisaTvis, rom is SevadaroT biznesis
Tanamedrove civilizebul sistemas. aucilebelia imis xazgasma, rom
Tanamedrove biznesi Camoyalibda kapitalis Tavdapirveli dagrovebis
xarjze. amdenad, kapitalis Tavdapirvel dagrovebis es mavne Tvisebebi
Semdgom Tavs iCens kapitalis Tavdapirvel dagrovebaSi, im qveynebSi,
romlebic postkomunistur epoqaSi daadgnen kapitalizmis gzas. amitomac
aris, rom am qveynebisaTvis simptomaturi gaxda: saxelmwifo Cinovnikebis
korufcia, Crdilovani ekonomikis maRali xvedriTi wili, miwerebi da
sxva. aRsaniSnavia, rom yvela es movlena atarebs sistemur xasiaTs.
kapitalis Tavdapirveli dagrovebis gadmonaSTebi aisaxeba Tanamedrove
mewarmeebis fsiqikaSic, rodesac isini arRveven biznesis warmoebis
eTikur, iuridiul da moralur normebs. amasTan erTad, kapitalis
Tavdapirveli dagrovebis gareSe SeuZlebeli gaxdeboda ekonomikisa da
sazogadoebis ganviTareba, maTi civilur, sabazro sawyisebze gadayvana.
kapitalis Tavdapirveli dagroveba saqarTveloSi eqvemdebareba
kapitalis dagrovebis sakacobrio istoriis logikas. zogadad, am
procesis da biznesis ganviTarebis etapizacia feodalizmis daSlis da
sabazro urTierTobaTa formirebis epoqidan dawyebuli SeiZleba Semdegi
saxiT warmovidginoT:
I. etapi iwyeba XVIII saukunis 60-iani wlebidan da grZeldeba 1917
wlamde.
II. etapi moicavs 1917-1921 wlebs.

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III. etapi iwyeba XX saukunis 20-iani wlebidan da Tavdeba 80-ian wlebSi.
IV. etapi iwyeba XX saukunis 80-iani wlebidan dRemde.
XIX saukunis dasawyisisaTvis saqarTveloSi kvlavindeburad
dominirebda patriarqaluri, saojaxo mrewveloba da soflis meurneoba.
30-iani wlebidan intensiurad viTardeboda xelosnoba, mevenaxeoba,
vaWroba, gaCnda pirveli manufaqturebi, pirveli saaqcio sazogadoebebi.
cnobilma mkvlevarma f. gogiCaiSvilma Tavis SromaSi `xelosnoba
saqarTveloSi~1 safuZvlianad Seiswavla mewarmeobis warmoqmnis
safuZvlebi am epoqaSi.
mewarmeobisa da biznesis ganviTareba 1917-1921 wlebSi dakavSirebuli
iyo im saerTo movlenebTan, romlebic istoriaSi Sevida socialisturi
revoluciis saxiT. 1921 wlidan biznesi daeqvemdebara bolSevikur
ideologias da radganac marqsizmi bizness adamianebis eqsploataciis
wyarod miiCnevda, 1921 wlidan saqarTveloSi daiwyo misi Seferxebis
(upiratesad msxvil biznesmenTa represiebis gziT), xolo Semdgom
gauqmebis procesi.
XX saukunis 20-iani wlebidan 80-ian wlamde saqarTveloSi mimdinare
socialisturma reformebma gamoiwvia am qveynis, msoflios udidesi
nawilis ganviTarebis saerTo logikidan amogdeba. saqarTvelos
ekonomikuri CamorCenis mizezebi am periodSi msoflios qveynebisagan
gankerZoebaSi unda veZeboT. biznesi Seuferebeli aRmoCnda komunisturi
ideologiisaTvis, ris gamoc is idevneboda, xolo mewarmeebi represiebis
obieqtebi gaxdnen.
XX saukunis 80-ian wlebis bolos qveynis ganTavisuflebam ruseTis
imperiuli diqtatisagan qarTvel xalxs damaimedebeli perspeqtiva
dausaxa ekonomikuri ganviTarebis, msoflios civilizaciasTan Serwymis,
ekonomikuri Tavisuflebis xarisxis amaRlebis TvalsazrisiT. daiwyo
civilizebuli msoflios istoriuli ganviTarebis logikidan
xelovnurad amogdebuli qveynis socialur-ekonomikuri ganviTarebis
axali epoqa - sabazro-ekonomikur urTierTobaTa formirebis procesi.
XXI saukunis dasawyisSi am procesma farTo xasiaTi SeiZina da dRes ukve
Tamamad SeiZleba iTqvas, rom istoriuli logikis TvalsazrisiT, is
saqarTvelosaTvis ualternativo da Seuqcevadi procesia.

I. 4. ekonomikuri sistemebis buneba

mewarmeobisa da biznesis ganviTarebisaTvis gadamwyveti

mniSvneloba gaaCnia ekonomikur sistemas. ekonomikuri sistemis qveS
igulisxmeba zogadi wesebis is erTianoba, romelsac sazogadoeba
iyenebs resursebis ganawilebis procesSi, misi moTxovnilebis
dakmayofilebis mizniT. yvela calke aRebul qveyanaSi gamoiyeneba
individualuri, gansakuTrebuli ganawilebis wesi. amasTan,
ekonomikur sistemebs gaaCniaT saerTo niSnebi da isini aisaxebian erT
da imave cnebebSi. esenia:

a) warmoebis faqtorebi

1
mewarmeobis ganviTarebis safuZvlebi saqarTveloSi ufro dawvrilebiT Seswavlilia
wignSi: f. gogiCaiSvili, xelosnoba saqarTveloSi. Tsu, 1976 w.

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 sazogadoebis resursebs ekonomistebi uwodeben warmoebis
faqtorebs. warmoebis pirvel faqtors miekuTvneba bunebrivi resursebi.
esenia: miwa, wylis, tyis resursebi, sasargeblo wiaRiseuli. meore aris
Sroma – anu adamianebi, romlebic awarmoeben saqonlsa da momsaxurebas.
warmoebis mesame faqtori aris kapitali, romelic Tavis mxriv iyofa
naturalur-nivTovriv da fulad kapitalad. naturalur-nivTobrivs
miekuTvneba: Senobebi, nagebobebi, manqanebi da sxva, fulad kapitals
miekuTvneba yvela saxeobis fuladi resursebi. warmoebis meoTxe faqtors
miekuTvneba mewarmeobis unari.
mewarmeebi arian is adamianebi, romelTac SeswevT unari, ufro
racionalurad gamoiyenon zemoT CamoTvlili resursebi. yvela saxeobis
mewarmeoba dakavSirebulia riskTan. mewarmeebi warumateblobis
SemTxvevaSi imyofebian safrTxis winaSe, rom dakargon, rogorc
sakuTari qoneba, aseve sazogadoebrivi mdgomareoba. xolo warmatebuli
mewarmeebi imkvidreben TavianT Rirseul adgils sazogadoebasa da
biznesSi. es SesaZlebloba aiZulebs maT saqmis wamowyebis, an misi
msvlelobis procesSi gaswion riski. miuxedavad imisa, rom yvela qveynis
ekonomika eyrdnoba erTi da igive warmeobis faqtorebs, am resursebis
raodenoba da xarisxi sxvadasxva qveyanebSi erTi da igive ar aris.
CrdiloeT amerikaSi aris didi raodenobiT nayofieri miwa,
kvalificirebuli muSaxeli, ganviTarebuli sawarmoo infrastruqtura,
progresuli teqnologiebi da tradiciulad Camoyalibebuli mewarmeoba.
amitomac aris aSS erT-erTi lideri msoflios ekonomikur sistemaSi.
saqarTvelo am TvalsazrisiT sastarto poziciebze imyofeba, rac
ganapiroba am qveynis istoriuli ganviTarebis Tviseburebebma.
Tanamedrove mewarmeobis ganviTarebis istoria saqarTveloSi
saistorio wyaroebis mixedviT iwyeba 1864 wlidan.
1917 wlidan 20-iani wlebis dasawyisamde samewarmeo bazari
saqarTveloSi daeTmo wvril mewarmeobas anu wvril bizness.
1921 wlidan e.w. axali ekonomikuri politika gaxda sofelsa da
qalaqs Soris saqonelgacvlis gaaqtiurebis safuZveli. soflis
meurneobaSi sasursaTo gadasaxadis politikam Seqmna safuZveli am
saqonelgacvliTi operaciebisaTvis.
Semdegi etapi saqarTveloSi iwyeba 20-iani wlebidan da mTavrdeba 80
wlebis Sua xanamde. Cveni qveynis istoriaSi am periodma gamoiwvia
saqarTvelos amogdeba msoflios saerTo ekonomikuri ganviTarebis
logikidan. msoflios qveynebis ekonomikuri ganviTarebisagan misi
CamorCenilobis mizezebi am etapSi unda veZeboT, radganac mewarmeoba,
rogorc komunisturi ideologiisaaTvis Seuferebeli, qveyanaSi
faqtobrivad aikrZala. mxolod XX saukunis 90-iani wlebis dasawyisSi
saqarTvelo misi ruseTis diqtatisagan Tavisuflebis Semdgom, aRwevs
mewarmeobisa da biznesis aRorZinebas qveyanaSi.
ekonomikuri sistema yvela calke aRebul qveynebSi asaxavs mis
istorias, tradiciebs, miznebs, politikas. is, rac mniSvnelovania erTi
kulturisaTvis SeiZleba arafers niSnavdes meoresaTvis da piriqiT.
rodesac vsaubrobT ama Tu im qveynis ekonomikuri sistemis
warmatebebze, yuradReba unda gavamaxviloT im kriteriumebze, romelic
SemuSavebulia am qveynebis mier maTi ekonomikuri warmatebisa Tu
warumateblobebis SefasebisaTvis. calkeul qveynebSi aseTi Sefasebis
kriteriumebia: ekonomikuri stabiluroba, dasaqmeba, Semosavlebis
Tanabarzomiereba da sxva.

9
 amasTan, qveynebis umetesobisaTvis stabiluri ganviTarebis
(ekonomikuri zrdis) ZiriTad maCvenebels warmoadgens wlis ganmavlobaSi
warmoebuli erToblivi erovnuli produqtis moculoba. eep es aris ama
Tu im qveynis mier misi warmoebis faqtorebis gamoyenebiT, erTi wlis
ganmavlobaSi warmoebuli produqciis da momsaxurebis erToblioba,
gamoxatuli RirebulebiT an naturalur erTeulebSi.
ekonomikuri ganviTarebas ufro srulyofilad asaxavs erToblivi
Sina produqtis maCvenebeli, romelic aseve aris momsaxurebisa da
saqonlis erToblioba da, amasTanave, maCvenebeli aRricxavs ucxouri
kompaniebis Semosavlebs mocemuli qveynis SigniT da im Semosavlebs,
romlebic miiReba am qveynis sazRvargareT moqmed kompaniebSi. am
maCveneblebis dinamikis dadgena ama Tu im qveyanaSi gvaZlevs
SesaZleblobas, davadginoT ekonomikuri ganviTarebis tendencia.
mocemuli maCveneblebi gamoiyeneba agreTve calkeuli qveynebis
ekonomikuri ganviTarebis Sedarebis mizniT. sizustisaTvis agreTve
gamoiyeneba iseTi maCvenebeli, rogoric aris eep da eS xvedriTi wili
erT sul mosaxleze gadaangariSebiT.
miuxedavad didi analitikuri funqciisa, eep srulad ver asaxavs
qveynis ekonomikaSi mimdinare procesebs. es motivirebulia imiT, rom eep-
Si ar aisaxeba Crdilovani ekonomikis xvedriTi wili. amasTan, ekonomikis
es segmenti calkeul qveyanaSi aris mniSvnelovani. iseT ganviTarebul
qveyanaSi, rogoricaa aSS Crdilovani ekonomikis xvedriTi wili Seadgens
842 miliard dolars weliwadSi, anu eep-s 15 %-s.[277,p.71]. marTalia,
saqarTveloSi es maCvenebeli bolo wlebSi mniSvnelovnad Semcirda,
magram is kvlavindeburad maRalia da Seadgens eep-s 8%-s.2

b) ekonomikuri sistemis tipebi

yvela ekonomikuri sistemis safuZvlebSi maTi funqcionirebis

TaviseburebaTa miuxedavad, erTi da imave fundamenturi Rirebulebebi
devs. es Rirebulebebia: rogor gamoiyeneba SezRuduli resursebi
sazogadoebis moTxovnilebaTa dakmayofilebis mizniT? ra saxeobis
saqoneli da momsaxureba unda iqnes warmoebuli? vin awarmoebs maT?
rogor nawildeba es saqoneli da momsaxureba sazogadoebis wevrebs
Soris? am SekiTxvebze pasuxebis sxvadasxva varianti gansazRvravs
ekonomikuri sistemis sam ZiriTad tips. esenia: kapitalizmi, komunizmi da
socializmi. maT Soris arsebuli sxvaobis dadgenis saukeTeso xerxi
aris Tavisuflebis im xarisxis gansazRvra, romelsac TavianTi
sakuTari ekonomikuri interesebis dakmayofilebis da warmeobis
faqtorebis mopovebis TvalsazrisiT es sistemebi uqmnian individebs.
saqarTveloSi kapitalizmi Tavis Canasaxovan mdgomareobaSi imyofeba.
is mis ZiriTad konturebs XX saukunis 90-iani wlebidan iZens. aSS-Si
moqmedebs kapitalisturi ekonomikuri sistema, romelic gulisxmobs
individualuri Tavisuflebis sakmaod maRal xairisxs. kapitalizmis
filosofiuri safuZvlebi Caisaxa XVIII saukuneSi, rodesac adam smitma
Camoayaliba wminda kapitalizmis ideebi. idealur kapitalistur
sistemaSi yvela gadawyvetileba, warmoebis an resursebis ganlagebasTan
dakavSirebiT, kerZo mesakuTreebis mier miiReba. bazari moqmedebs,

2
saqarTvelos ekonomikuri ganviTarebis saministros statistikis saxelmwifo
departamentis monacemebi. Tb. 2007. gv. 18.

10
rogorc TviTregulirebadi meqanizmi. ù`uxilavi xeli~ am meqanizmSi
aregulirebs im raodenobiT saqonlis warmoeobas, romelic aucilebelia
sazogadoebisaTvis saxelmwifos mxridan raime Carevis gareSe.3[232,p.27]
amasTan, j. keinsis mixedviT saxelmwifo valdebulia, aucileblobis
SemTxvevaSi garkveuli doziT CaerTos regulirebis procesSi.4
resursebis ganawilebis ekonomikuri sistema mTeli rig qveynebSi
warmodgenilia Sereuli kapitalizmis saxiT. aseTia, magaliTad, aSS-s
kapitalizmi.
Sereuli kapitalizmis SemTxvevaSi, kerZo pirebs gaaCniaT
SesaZlebloba damoukideblad gansazRvron Tu vin, ra raodenobiT da
visTvis awarmoos saqoneli da momsaxureba. Tavisufali mewarmeoba
asaxvas hpovebs Tavisufali, SeuzRudavi bazris principebSi. amitomac
aris, rom aseT ekonomikas Tavisufal sabazro ekonomikas uwodeben.
praqtikulad, es niSnavs, rom Tu Tqven xarT mwarmoebeli, maSin gaqvT
SesaZlebloba, daawesoT Tqvens saqonelze nebismieri fasi, romelic ar
aRemateba am saqonelze sabazro fass da piriqiT, Tu Tqven xarT
momxmarebeli SegiZliaT, SeiZinoT nebismieri saqoneli TqvenTvis misaReb
fasSi. Tavisufali mewarmeobis sistemaSi mniSvnelovan rols TamaSoben
damoukidebeli mewarmeebi. isini swavloben mosaxleobis moTxovnebs,
axdenen im resursebis mobilizebas, romlebic aucilebelia maTi
ekonomikuri damoukideblobisaTvis. amdenad, mewarmeoba da biznesi aris
kapitalisturi sazogadoebis ZiriTadi atributebia.
sistemas, romelic yvelaze naklebad warmoadgens individumis
ekonomikur Taviuflebas ewodeba komunizmi. am sistemis amosavali aris
warmoebis saSualebebze sazogadoebrivi sakuTreba da resursebis
gegmiuri ganawileba. 5 ukanaskneli am sistemisaTvis imdenad
mniSvnelovania, rom mas xSirad uwodeben gegmiur ekonomikas. am
sistemis prioriteti aris socialuri Tanasworobis principi. am
sistemaSi mewarmeoba interpretirebulia, rogorc eqspluatacia. gegmiuri
ekonomika damaxasiaTebelia iseTi qveynebisaTvis, rogoric aris
CrdiloeT korea da kuba.
komunizmis principebi calkeul qveynebSi gansxvavebulad moqmedebs,
magram maTTvis saerToa is, rom warmoebis saSualebebi saxelmwifos
kontrolis qveS imyofeba. kerZo sakuTreba vrceldeba mosaxleobis
pirad nivTebze da maTi Sidameurneobis calkeul sagnebze. resursebis
ganawileba xorcieldeba mkacri centralizebuli dagegmvis gziT.
gegmiur ekonomikas gaaCnia, rogorc Rirsebani, aseve naklovanebani.
misi Rirebuleba aris is, rom aseTi ekonomikisaTvis damaxasiaTebelia
mosaxleobis SezRuduli socialuri diferenciacia. umuSevroba da
inflacia saxelmwifos mxridan kontrols eqvemdebareba. amasTan, aseT
qveynebSi ar arseboben samewarmeo saqmianobis stimulebi. maTTvis
damaxasiaTebelia saqonlisa da momsaxurebis ganviTarebis dabali
tempebi, rac, Tavis mxriv, gansazRvravs sazogadoebrivi progresis,
ganviTarebis motivaciis dabal dones.

3
Robert Meilbroner and Lester C. Thurow. Economics Explaned, uptadet ed. New York: Simon L. Schuster, 1987,
27.
4
am problemebis irgvliv ufro dawvrilebiT ix.: T. Sengelia, makroekonomikuri
analizis ontologia: keinsianelebidan klasikosebisaken. Tsu, 2001.
5
T. Sengelia. ekonomikuri daregulirebisa da regulirebis sinTezi gardamavali
ekonomikis pirobebSi. J. ekonomika, #10-11, 2002.

11
 miuxedavad amisa, rom msoflioSi wminda komunizmis momxreTa
raodenoba dRiTidRe mcirdeba, rCebian komunisturi ideologiis
orTodoqsi mimdevrebic.
gansakuTrebuli intensivobiT ekonomikis restruqturizacia
mimdinareobs aRmosavleT evropaSi: erTiani germania, poloneTi, ungreTi,
rumineTi, CexeTi da slovakeTi daadgnen sabazro ekonomikis gzas.6 1991
wlis dekemberSi Tavisi arseboba Sewyvita sabWoTa kavSirma, romelmac 74
wlis ganmavlobaSi iarseba, rogorc unitarulma, imperialisturma
saxelmwifom, romelsac saTaveSi edga komunisturi partiis
nomenklaturuli diqtatura. yofili kavSiris respublikelebi aqtiurad
Seudgnen sakuTrebis restruqturizaciis, saxelmwifo qonebis
gansaxelmwifoebriobis, privatizaciis gzas. amasTan, sabazro reformebi
am qveynebSi xasiaTdeba politikuri arastabilurobiT, umuSevrobisa da
inflaciis maCveneblebis zrdiT. droebiT daeca xalxis cxovrebis
donec.7
CineTSi miuxedavad imisa, rom SenarCunebulia komunisturi marTvis
reJimi aqtiurad tardeba sabazro ekonomikuri reformebi, Camoyalibda
saSualo da wvril mewarmeTa fena. CineTis xelmZRvaneloba xels uwyobs
dasavleTis menejmentis aTvisebasa da sabazro reformebis daCqarebas.
1997 wlidan hongkongma Sewyvita Tavisi arseboba, rogorc britanulma
koloniam da aRmoCnda CineTis mmarTvelobis qveS. amis gamo bevrma
mewarmem datova hongkongi da gadavida sacxovreblad kanadaSi.
daaxloebiT 29 aTsma adamianma gadainacvla hongkongidan kanadaSi da
maTi ricxvi winaswari prognozebiT 200 aTasamde gaizrdeba. [249, p 5]
ekonomikuri sistemebis mesame tipi aris socializmi, romelic
ekonomikuri Tavisuflebis xarisxiT imyofeba Sualedur mdgomareobaSi
komunizmsa da kapitalizms Soris. komunizmis msgavsad, socializmSi
sakmaod masStaburad aris warmodgenili saxelmwifo dagegmva,
saxelmwifo gvevlineba miwisa da kapitaluri resursebis mflobelad.
amasTan, saxelmwifo ereva im dargebis saqmianobaSi, romlebsac gaaCniaT
strategiuli mniSvneloba. transportSi, medicinaSi, kavSirgambulobaSi
da sxva dargebSi saxelmwifo gvevlineba, rogorc warmoebis
saSualebebze saxelmwifo sakuTrebis mflobeli da adgens saboloo
produqtis ganawilebis meqanizms. kerZo sakuTreba daiSveba mxolod im
dargebSi, romelTac ar gaaCniaT strategiuli mniSvneloba. firmebi da
individumebi iTviseben TavianTi Semosavlebis mxolod nawils,
gadasaxadebi aseT saxelmwifoebSi maRalia, radganac saxelmwifos uwevs
jandacvis, samedicino momsaxurebis, mSeneblobis da sxva danaxarjebis
sruli anazRaureba.
ukanasknel wlebSi socializmi kerZo sakuTrebas uSvebs ekonomikis
sabaziso dargebSi. ase magaliTad, laTinur amerikaSi, meqsika da Cile
yidis saxelmwifo satelefono kompaniebs da aviaxazebs. boliviam,
kolumbiam da kostarikam 80-iani wlebis Sua periodSi daiwyes
Tavisufali bazris ekonomikuri sistemis Seqmna da dRes maTi warmoeba

6 T. Sengelia. privatizaciisa da restruqturizaciis socialur-ekonomikuri Sedegebi. J.

socialuri ekonomika #3. 1999.
7
Erancis X.Clines. 11 Soviot states Form Commonwealth without clearly Defiming Its Powers// New York Times.
National Edition. 1991. 22 December 1.
2. S. Sahemann. Rewolution Dies of Age at 74//Su Diego Union. 1991
3. William C Symonds and Its Hong Kong Hustle Fs Heating up Canade//Business Week 1991. 23 September 50-51

12
da eqsporti sagrZnoblad amaRlda. argentina da brazilia gadavida
Tavisufali vaWrobis gzaze da sxva.8

I. 5. biznesze moqmedi ekonomikuri motivatorebi

amdenad msoflios qveynebi prioritets aniWeben kapitalizms. es

motivirebulia am sistemis ekonomikuri ganviTarebisa da Tavisuflebis
ufro maRali doniT vidre komunizmSi an socializmSia. amasTan,
kapitalizmSi did rols TamaSobs biznesze moqmedi ekonomikuri
motivatorebic. maT Soris ganviTarebis mTavar motivatorad gvevlineba
mogeba. yvelze zogadi formiT mogeba es aris sxvaoba produqciis da
momsaxurebis warmoebis da gasaRebis danaxarjebsa da im amonagebs
Soris, romelic miiReba produqciisa da momsaxurebis realizaciis
Sedegad.
firmis mflobels aqvs ufleba, daitovos mogeba (gadasaxadebis gamo
ricxviT) Tavis kerZo mflobelobaSi an misi nawili gamoiyenos
gafarToebuli kvlavwarmoebisaTvis. biznesis mizans Seadgens iseTi
mogebis miReba, romelic gansazRvrulia samewarmeo sferoSi inovaciebiT.
amdenad, mewarmis saqmianobis ZiriTad motivs Seadgens resursebis
mudmivi dabandeba, mogebis zrdis mizniT warmoebis ganaxleba, rasac
avstriuli skolis mamamTavari i. Sumpeteri `aRmSeneblobis ngrevas~9
uwodebs.
biznesis warmarTvisaTvis didi mniSvneloba gaaCnia resursebis
SezRudulobas. cnobilia, rom kacobriobis xelSi imyofeba miwis,
kapitalis, fuladi da adamianuri resursebis, raRac garkveuli,
zRvruli raodenoba. resursebis SezRudulobiT gamoirCevian
momxmareblebic da mwarmoeblebic. amitomac aris, rom maT winaSe
yovelTvis dgeba ekonomikuri arCevanis problema. am koncefciis arsi
daiyvaneba imaze, rom adamianebs TavianTi fuladi resursebis xarjvis
alternativa gaaCniaT, anu maT es resursebi SeiZleba warmarTon erTi
gadawyvetilebisaTvis meores sazaralod. vTqvaT, Tqven gagaCniaT 10
lari. am TanxiT SegiZliaT waxvideT kinoSi, SeiZinoT nivTi, an gadadoT
is momavalisaTvis, anu Tqvens winaSe warmoiqmneba alternatiuli
arCevanis SesaZlebloba. Tu moixmarT am fuls nivTis SesaZenad,
bunebrivia, sxva SesaZleblobani Tqvens winaSe moispoba, rac imas niSnavs,
rom sxva alternativa avtomaturad uqmdeba. amdenad, momavali biznesis
warmatebuloba damokidebulia SezRuduli resursebis pirobebSi swori
arCevanis gakeTebaze.
SezRudul resursebTan erTad, ekonomikuri cxovrebis erT-erTi
safuZveli aris Ukonkurencia. Tu gsurT gayidoT momsaxureba an
saqoneli, gasaTvaliswinebelia isic, rom aseTi survili SeiZleba
gaaCndes sxva mewarmeebsac, xolo momxmarebeli Tavis arCevanSi aris
Tavisufali. amdenad, konkurenciuli garemo xdeba motivatori
momxmareblis mier gadawyvetilebis miRebis TvalsazrisiT. aq
aucilebeli xdeba konkurenciis sami SesaZlebeli variantidan erT-erTze
koncentrireba. es variantebia: I konkurencia da fasebi. II konkurencia,
xarisxi da servisi; III konkurencia da inovaciebi.

8
Miriam Bensman. Latin America’s Year of the Deal//Institutional Investor. 1992. March 67-76
9
ufro dawvrilebiT am problemebis irgvliv ixileT: T. Sengelia, inovaciebi da
dinamikuri sabazro procesebis modelebi. makro-mikroekonomika #3, 2000 w. gv. 18-20

13
 konkurenciisaTvis erT-erTi gadamWreli mniSvneloba gaaCnia
fasebis zomier politikas, fasebze swor, gaazrebul da racionalur
dakvirvebas. magaliTad, amerikuli kompania `tiko belis~ konkurenti
gaxlavT msoflio bazarze damkvidrebuli da CvenSi kargad cnobili
kompania `makdonaldsi~. es kompaniebi awarmoeben gamburgerebs da swrafi
kvebis produqtebs. `tiko belma~ daiwyo fasebis Semcireba 89 centidan 59
centamde, ramac gamoiwvia realizaciis donis amaRleba 27%mde, kompania
`tiko~ amiT ar dakmayofilda da Seamcira fasebi 23 dan 16 saxeobis
nawarmze, riTac gayidvebis moculoba gaizarda 19%-iT, maSin, rodesac
mTlianad gayidvebi swrafi kvebis obieqtiebSi saanalizo periodSi
gaizarda mxolod 3%-iT. ra mizani aqvs aseT intensiur fasdaklebas?
miuxedavad imisa, rom gasaRebis moculoba izrdeba, kompaniis mogeba
stabiluria, rac gamowveulia imiT, rom kompania TandaTanobiT aCvevs mis
momxmarebels Tavis sakuTar produqcias. amdenad, am kompaniisaTvis
fasebis Semcirebas azri aqvs mxolod im SemTxvevaSi, Tu izrdeba
gasaRebis moculoba, anu farTovdeba misi momxmareblis raodenoba
konkurentebis xarjze. da marTlac, `tiko belis~ mogeba 1990 wels 37%-
iT gaizarda, ramac 150 mln. dolari Seadgina, gasaRebis 19%-iT zrdis
xarjze. [184, p. 4].
`makdonaldsi~ iZulebuli gaxda Seemcirebina fasebi mis ZiriTad
nawarmze. radganac `makdonalds~ seriozuli konkurentebi saqarTveloSi
ar gaaCnia, is Tavis nawarmze kvlavindeburad inarCunebs maRal fasebs,
Tumca mdgomareoba qarTul bazarze icvleba swrafi kvebis sxva firmebis
intensiuri Semosavlis gziT.
amdenad, zemoT moyvanili magaliTi gviCvenebs, rom es firmebi
cdiloben, gazardon mogeba danaxarjebis mkacri kontrolisa da
saqonelbrunvis zrdis gziT. aseTi konkurenciuli strategia
orientirebulia saqonlis realizaciis zrdaze. amasTan, saqonlis
realizaciis zrda aris mibmuli im xarisxTan da servisTan, romelsac
firmebi sTavazoben momxmarebels.
meore konkurenciuli strategia gulisxmobs ara fasebis `dagdebas~,
aramed momxmareblisadmi axali servisisa da produqciis SesTavazebas.
ase magaliTad, amerikuli kompania `el torito~ imave momxmareblebzea
orientirebuli, romelzec `tiko belia~, magram es kompania mis kvebis
produqts `buritos~ yidis ufro Zvirad, vidre ukanaskneli. es
ganpirobebulia imiT, rom is sTavazobs momxmarebels did porciebs,
myudro atmosferos, ufaso delikatess. `el torito~ emsaxureba nakleb
klientebs, vidre `tiko beli~, misi mogeba stabilurad izrdeba xarisxis
zrdis da momsaxurebis gaumjobesebis xarjze. [233, p.3]
Tavisufali bazari es ara marto fasebisa da momsaxurebis
gaumjobesebaa, konkurenciuli motivi mewarmeebs aiZulebs eZebon axali,
inovaciuri midgomebi produqciisa da momsaxurebis realizaciis mizniT,
rac mogebis zrdis TvalsazrisiT qmnis damatebiT SesaZleblobas.
amdenad, inovaciebi mogebis zrdis damatebiT faqtorad gvevlineba.

I. 6. moTxovnisa da miwodebis roli biznesis ganviTarebaSi

rogorc davinaxeT, konkurentul garemoSi fasebi ganisazRvreba

firmebis konkurenciuli garemos zegavleniT. amasTan, fasebis doneze
zegavlenas axdens ara mxolod kompaniebis menejerTa gadawyvetilebebiT,

14
aramed mTavari aq aris moTxovna - miwodebis nafardoba10 ekonomikuri
TvalsazrisiT, miwodebis qveS igulisxmeba saqonlisa da momsaxurebis
garkveuli odenoba, romelic SesaZlebelia mwarmoeblebma moawodon
momxmareblebs drois garkveul droSi gansxvavebuli fasebSi. moTxovna
es aris saqonlisa da momsaxurebis is odenoba, romelic SesaZlebelia,
momxmarebelma Seisyidos mocemul fasad mocemul dros.
moTxovna-miwodebis Teoriis safuZvelSi devs martivi logika:
momxmareblebi yiduloben met saqonels dabal fasebSi da naklebs
maRalSi. mwarmoeblebi sTavazoben met saqonels maRal fasebSi da
naklebs dabal fasebSi. sxva sityvebiT rom vTqvaT, miwodebisa da
moTxovnis moculoba aris urTierTdakavSirebuli da wonasworoba maT
Soris aisaxeba mocemuli momentis sabazro fasSi.
sabazro ekonomikaSi moTxovna-miwodebis ZiriTadi regulatori aris
mogeba. ase magaliTad, TeatrSi ufro meti komediuri Janris speqtakli
idgmeba maSin, rodesac maTze bileTebi iyideba kargad, magram Teatrs
SeuZlia dadgas meti raodenobiT tragediebi an dramebi Tu bileTebi
iyideba ukeTesad. Teoriuli Tvalsazrisi, am gadawyvetilebaTa
motivatori aris iseTi mdgomareoba, romlis drosac momxmareblebi
Rebuloben imas, rac undaT, xolo mewarmeebi mogebis amaRlebis mizniT,
cdiloben, gaiTvaliswinon sazogadoebis moTxovnileba.
amdenad, momsaxurebasa da saqonelze sabazro fasebi ganisazRvreba
moTxovna-miwodebis kanonis Sesabamisad. warmovidginoT, rom vyidiT
Tanamedrove saTvaleebs 35 dolarad da gagvaCnia 650 saTvale, imis gamo,
rom am fasad saTvaleebi iyideba cudad, iZulebuli gaxdiT dagewiaT
fasi 20 dolaramde, ris gamoc vaWroba gaaqtiurda da brunvis zrdam
gamoiwvia mogebis gadideba. amasTan, garkveuli drois Semdeg
momwodebelma aswia fasi am produqciaze, ris gamoc misgan ver
SeisyidiT saTvaleebs anu bazarze arsebobs moTxovna iaf saTvaleebze,
magram ar aris miwodeba. logikurad wamoiWreba sakiTxi, arsebobs Tu
ara bazarze fasi, romelic misaRebia, rogorc momxmareblisaTvis, aseve
momwodeblebisaTvis? - aseTi fasi arsebobs – es is fasi, romlis drosac
moTxovnis moculoba bazarze utoldeba miwodebis moculobas.
es urTierTdamokidebuleba grafikulad Semdegi saxiT aisaxeba:

10
ufro dawvrilebiT am problemas SesaZlebelia gavecnoT wignSi: T. Sengelia.
makroekonomikuri analizis ontologia. klasikosebidan keinsianelebisaken. Tsu, 2001.

15
 naxati #2 moTxovnisa da miwodebis Tanafardoba.
moTxovna - M , miwodeba – S, wonasworoba – E
rogorc am naxatidan Cans, vertikalurad aris warmodgenili
fasebis cvlileba, horizontalurad - saaTebis raodenoba. SM monakveTi
aris moTxovnis mrudi. mruds ekonomikaSi SeiZleba aRiniSnavdes swori
xazic. Cvens mier warmodgenili magaliTis Sesabamisad, gvaqvs survili,
momxmarebels mivawodoT meti saTvale 35 dolarad da ara 20-ad,
amisaTvis dagvWirdeba ufro Zvirad Rirebuli sagamofeno darbazi,
reklama da sxva. anu sxva Tanabar pirobebSi miwodebis sidide izrdeba
fasis zrdasTan erTad. es damokidebulebac SeiZleba aisaxos
grafikulad. S-xazi gviCvenebs, rom sasurvelia gaiyidos 30 saTvale 35
dolarad, 25 saTvale – 30 dolarad da a. S. survili – viyidoT
saqoneli izrdeba fasebis SemcirebasTan erTad. da piriqiT rac ufro
metia fasi miT ufro didia miwodeba. xazi, romelic asaxavs miwodebis
da moTxovnis fasis sidides Soris urTierTdamokidebulebas aris
miwodebis mrudi. SeuZlebelia gayidos 30 saTvale 35 dolarad,
momxmarebels SeuZlia am fasSi mxolod 10 saTvale iyidos. mowodebis
sidides am SemTxvevaSi Seadgens 30 saTvale. sruliad SesaZlebelia, rom
am pirobebSi saqonlis nawili gayidvis gareSe darCes Tu fass ar
CamovwevT. rogor SeiZleba aviciloT es garemoeba? mxolod erTi gziT,
Tu SevinarCunebT im E wertils, sadac ikveTeba moTxovnisa da miwodebis
mrudeebi. am wertilze Cans, rom 25 dolarad momxmareblebi mzad arian
SeiZinon 20 saaTi. amdenad, 25 dolari is fasia, sadac moTxovna da
mowodeba gawonasworebul mdgomareobaSi imyofeba, amitomac aris, rom am
fass wonasworobis fass vuwodebT.
wonasworobis fasi 20 saTvale 25 dolarad ar aris panacea,
gamzadebuli recepti, is icvleba sabazro faqtorebis zegavleniT.
magaliTad, masze moqmedebs moda an sabazro agentebma SeiZleba es fasi
momxmarebelTa gadmobirebis mizniT xelovnurad aswion an daswion.
amitomac aris, rom bazarze aucilebeli xdeba sabazro faqtorebis
mudmivi analizi, maTi axleburi gadafaseba.
fasebi did zegavlenas axdenen calkeuli dargebis ganviTarebaze.
isini ubiZgeben mewarmeebs, Cadon fuli im dargebSi, romlebic
momgebiania. 80-ian wlebSi aSS-s kreditis siiafem ubiZga samSeneblo
firmebs, bostonidan san-tiagomde CaedoT msxvili fuli am biznesSi.
ekonomikuri situaciis gauaresebam aiZula samSeneblo firmebi, daegdoT
binebisa da ofisebis fasebi, ramac mniSvnelovnad azarala isini.
saqarTveloSi amave mizeziT, samSeneblo bumi SeimCneva 90-iani wlebis
meore naxevridan.
amdenad, ekonomikis dacemis pirobebSi, fasebi samSeneblo
industriis produqciaze ecema, radganac miwodeba uswrebs moTxovnas.
samagierod, ekonomikuri aRmavlobis periodSi, am firmebs eZlevaT
fasebis zrdis SesaZlebloba.
Teoriulad moTxovna-miwodebis kanoni msoflio masStabSi ise unda
moqmedebdes, rogorc nacionaluri ekonomikis CarCoebSi, magram es ase
ar aris, radganac saxelmwifoebi iReben am mimarTulebiT damoukidebel
zomebs (proteqcionizmi, fasebis regulireba da sxva), rac gansazRvravs

16
TiToeuli qveynisaTvis fasebis politikis dargSi individualur
midgomas.
fasebi didi zegavlenas axdens Sromis bazarze. samuSaos mimcemsa da
personals Soris urTierToba fasebis meqanizmis moqmedebiT
ganisazRvreba. momuSaveebi yidian TavianT samuSao dros im mewarmeebze,
romlebic mets ixdian. Tu Sromis bazarze didi raodenobiT gaCnda
kvalificiuri samuSao Zala, maSin misi mizidva samuSaos mimcems mxolod
maRali xelfasebis dawesebiT SeuZlia. xelfasebi, rogorc wesi ufro
dabalia im sferoebSi, sadac aris kvalificiuri kadrebis naklebi
odenoba. aRniSnulidan gamomdinare, Sromis bazarze moqmedebs moTxovna-
miwodebis igive faqtorebi, rac saqonlis, momsaxurebisa da kapitalis
bazarze.

I. 7. sazogadoebaze moqmedi ekonomikuri Zalebi. wrebrunva

amdenad, mniSvnelovania is ekonomikur Zalebi, romlebic

zemoqmedeben calkeul individebze da kompaniebze, magram aris iseTi
ekonomikuri Zalebic, romlebic moqmedeben mTlianad sazogadoebaze. am
movlenasTan dakavSirebuli yvelaze mniSvnelovani cneba aris wrebrunva,
romelic asaxavs yvela saxeobis resursis moZraobas ekonomikaSi. ise
rogorc organizms kvebavs sisxlZarRvebi, romlebsac filtravs
filtvebi, romlebic asufTaveben sisxls naxSirorJangisagan, aseve
ekonomikur meqanizmSi wriulad moZraobs saqoneli da momsaxureba,
romelic icvleba fulze. (ix. naxati ) am process, romelic ciklurad
meordeba wrebrunva ewodeba.
wrebrunvis aqti sruldeba Semdegi saxiT:
1. saqoneli da momsaxureba moZraobs firmebidan Sinamosamsaxureebisaken.
ukanaskneli aris fulis ukan firmebisaken moZraobis wyaro. saqoneli da
momsaxureba aseve moZraobs erTi firmebidan meoresaken.
2. saxelmwifo uzrunvelyofs Tavisi saqonliTa da mosaxurebiT
(rkinigza, gemTmSenebloba da sxva) mosaxleobas da firmebs. am
ukanasknelidan saxelmwifo Rebulobs fulis `nakads~ gadasaxadebis
saxiT.
3. mosaxleoba awvdis firmebs samuSao Zalas da Rebulobs fulad
`nakads~ xelfasis saxiT.
fuladi masis moZraoba moicavs agreTve danazogebisa da
investirebis process. aSS-is mosaxleoba yovelwliurad danazogebis
saxiT saSualod inaxavs misi Semosavlebis 5%-s. [234,pp.54-55]. es fuli
inaxeba sabanko angariSebze, Cadebulia aqciebSi, obligaciebSi da
dazogvis sxva formebSi. saqarTveloSi es sidide Seadgens 12 saSualo
procents. am fulis didi nawili sabanko meqanizmis meSveobiT gadadis
fasian qaRaldebSi da moeqceva firmebis gankargulebaSi, romlebic mas
iyeneben warmoebis ganviTarebisaTvis.
imdenad, ramdenadac biznesi gaxda transnacionaluri misi
ganviTareba bevrad aris damokidebuli imaze, Tu ra mdgomareobaa sxva
qveynebSi. amis gamo, fuladi nakadebi sagareo faqtorebis
stabilurobaze xdeba damokidebuli.
wrebrunvis sqema gviCvenebs, rom ekonomikuri sistemis yvela
elementi aris urTierTdakavSirebuli. amis gamo, ekonomikuri sistemis
erT sferoSi momxdari cvlilebebi iwvevs cvlilebebs sxva sferoebSi.
ase magaliTad, Tu miRebulia gadawyvetileba axali universitetis

17
 mSeneblobis Sesaxeb, samSeneblo kompaniis muSebi xelfasis saxiT
miiReben met fuls, Tu es muSebi SeiZenen avtomobilebs, saavtomobilo
kompaniebi miiReben met Semosavals, anu aseT kavSirs, rodesac erTi
ekonomikuri cvladis mateba an kleba axdens zegavlenas sxva
cvlilebaze, rac saboloo jamSi aisaxeba mTlianad ekonomikuri
sistemaze, ewodeba multiplikaciuri efeqti. anu fuli ar Cerdeba erT
romelime bazris CarCoebSi, is mudmivad gadaedineba sxva bazrebze.

kerZo samomxmareblo saqoneli

Sroma da sxva momsaxureba
firmebi
xelfasi da sxva Semosavlebi
firmebis Semosavlebi

gadasaxa saxelmwifo biznesis Semosavlebi

debi SekveTebi

Sromis
bazrebi sasaqonlo
xelisufleba
bazrebi

sazogadoebrivi gadasaxadebi
saqoneli da
momsaxureba

samomxmareblo danaxarjebi
fuladi Semosavlebi
kerZo Sidameurneobebi
Sroma da sxva momsaxureba
samomxmareblo saqoneli

nax. #3. wrebrunvis sqema

I. 8. saxelmwifos roli biznesis regulirebaSi

sabazro sistema xasiaTdeba srulyofilebiT, amasTan, is Zalian

Sors dgas ukontrolobasTan. sabazro Zalebi moiTxoven regulirebas da
am funqcias saxelmwifo asrulebs. saxelmwifos sabazro regulireba
SeuZlia moaxdinos Semdegi berketebiT: 1) SezRudvebisa da wesebis
dadgeniT; 2) mosaxleobisadmi sazogadoebrivi sikeTeebis da
satransferto gadasaxadis gansazRvriT; 3) konkurenciis gafarToebiT;
4) ekonomikuri stabilizaciis mxardaWeriT.
yovelwliurad aSS federaluri saxelmwifos kongresis mier
mtkicdeba 400-ze meti axali kanoni Tu debuleba. saqarTvelosaTvis am
mxriv rekorduli iyo 2005 weli, rodesac wlis bolos damtkicda 100 mde
kanoni. garda amisa, adgilobrivi xelisufleba gamoscems damatebiT
normatiul aqtebs, romlebic orientirebulia mewarmeebis samewarmeo
qcevis wesebze. saxelmwifo da mewarme erTmaneTTan amyareben kavSirs
maSin, rodesac oficialurad xdeba samewarmeo saqmianobis registracia.
Semdgom mTeli misi saqmianobis periodSi mewarme angariSvaldebulia
sagadasaxado, sabaJo, saxanZro, sanitaruli Tu sxva saxelmwifo
xelmZRvanelobis organoebis winaSe im normebisa da normativebis

18
dacvaze, romelic dawesebulia. saxelmwifos bazari ar gulisxmobs
vaWrobis srul Tavisuflebas. ase magaliTad, SeuZlebelia calkeuli
saxeobis wamlis yidva receptis gareSe. Tavis mxriv, kompaniebi
valdebulni arian, TavianTi mogebis nawili uwiladon saxelmwifos
gadasaxadebis saxiT. amdenad, myardeba ormxrivi urTierToba
saxelmwifosa da bizness Soris. arsebuli sakanonmdeblo bazis
farglebSi saxelmwifo iZleva Tavisufali biznesis myar garantiebs,
xolo biznesi sazogadoebis winaSe angariSvaldebulia gadasaxadebis
formiT.
imdenad, ramdenadac konkurencia aris ekonomikurad sasargeblo
movlena, saxelmwifo ver dauSvebs mis SezRudvas. bazris idealuri
modelis TeoriaSi yvelaze srulyofili aris wminda konkurenciuli
bazari. am Teoriis Sesabamisad nebismierma firmam ver unda miaRwios
iseT masStabebs, rom moipovos dargSi monopolizebuli mdgomareoba da
daarRvios Tavisufali faswarmoqmnis meqanizmi anu daawesos
arakonkurenciuli – monopolisturi fasebi.
praqtikaze es kanonzomiereba xSirad irRveva. is damokidebulia
dargis specifikasa da warmoebis masStabebze. magaliTad, Tu qimwmendis
sawarmos koncentraciis masStabebi ar moiTxovs am biznesis zrdas,
saavtomobilo warmoebaSi ki piriqiT, rac ufro didia ukanasknelis
masStabebi, miT metia warmoebis moculoba da Sesabamisad bazris
gakontrolebis SesaZleblobani. im tipis dargebs, sadac dominireben
mwarmoeblebis patara jgufebi ewodeba oligopoliuri dargebi.
miuxedavad imisa, rom oligopoliuri kavSiri ar ikrZaleba, saxelmwifo
zRudavs am tipis firmebis gaerTianebas, radganac isini uaryofiTad
moqmedeben konkurenciaze da xels uwyoben oligopoliuri fasebis
dawesebas.
saxelmwifo agreTve iyenebs yvela Rones, raTa ar warmoiSvas
monopolisturi kavSirebi. monopolia – es aris dargSi an bazris
calkeul segmentSi, funqcionirebadi kompania, romelic mTlianad
akontrolebs saqonlis warmoebas da fasebs. amasTan, is ar aZlevs sxva
kompaniebs monopolistur bazarze Sesvlis SesaZleblobas da amiT
zRudavs konkurenciuli garemos warmoqmnis pirobebs. arsebobs
xelovnuri monopoliebi. magaliTad, saxelmwifos mier Seqmnili
komunaluri momsaxurebis monopoliebi, sadac saxelmwifo mkacrad
akontrolebs bazarze maTi qcevis normebs. XX saukunis dasawyisidan
monopolisturi kompaniebis saqmianoba ikrZaleba mravali qveynis kanoniT.
saxelmwifo SezRudvebis garda, arsebobs monopoliebisa da
oligopoliebis saqmianobis bunebrivi SezRudvis meqanizmic. cnobilia,
rom momxmarebeli bazarze yovelTvis eZebs ufro iaf saqonels, amitom
mas SeuZlia, moZebnos monopolisturi fasis alternativa. garda amisa,
momxmarebels aqvs SesaZlebloba isargeblos ufro iafi importirebuli
saqonliTac, rac xelovnurad zRudavs oligopoliebs.
zogierTi qveynebi cdiloben, erTi an ori msxvili kompania iqonion
im mosazrebiT, rom man gauwios konkurencia sazRvargareTis analogiur
msxvil kompaniebs. cxadia isic, rom calkeuli kompaniebis koncentracia
da kooperireba amyarebs maT poziciebs msoflios bazarze.
ekonomikuri sistema ar xasiaTdeba stabilurobiT. misTvis
damaxasiaTebelia, rogorc aRmavloba, aseve daRmavloba da recesia, anu
is periodi, rodesac mimdinareobs erovnuli Semosavlis mkveTri dacema,
ecema warmoeba da dasaqmeba. 1954 wlidan aSS-s ekonomikaSi ekonomistebi

19
iTvlian aRmavlobisa da daRmavlobis, ekonomikuri ciklis 34 SemTxvevas.
saSualo aRmavlobis periodi grZeldeba 3 weli, maSin rodesac recesiis
periodi – 11 Tvea. [105,p.1]. saqarTveloSi ukanasknel wlebSi ekonomikuri
dacemis periodi grZeldeba 1992-1996 wlebSi, 1997-1999 wlebSi ekonomikam
daiwyo gamococxleba, xolo 2003 wlidan igrZnoba aRmavloba.11
miuxedavad imisa, rom ekonomikuri ciklebi.12 prognozirebadia, maT
axlavT ekonomikisaTvis rogorc dadebiTi, aseve uaryofiTi movlenebi.
dacemis periodSi momxmareblis mier saqonlis Sesyidva mcirdeba, amas
Tan axlavs umuSevrobis zrda da kompaniebis daxurva, rac kidev ufro
amcirebs moxmarebas. imisaTvis, rom es ekonomikuri problemebi
daregulirdes, saxelmwifo mimarTavs kontrzomebs. manipulirebs
gadasaxadiT, saprocento ganakveTiT, fuladi masis saerTo moculobiT.
ekonomikur sistemaze zemoqmedebis mizniT, is iyenebs sagadasaxado
(fiskalur), fulad-sakredito da monetarul politikas. sagasaxado
(fiskaluri) politikis arsi mdgomareobs saxelmwifos Semosavlebisa da
gasavlebis regulirebaSi, ekonomikuri zrdis, rogorc stimulirebis,
aseve SeCerebis mizniT. fulad-sakredito (minetaruli) politika
gamoiyeneba fuladi masis zrdis Semcirebis gziT, mTlianad ekonomikur
sistemaze zemoqmedebis mizniT (ufro dawvrilebiT am sakiTxis
ganvixilavT Semdeg TavebSi).
aRmavlobis stadiaze aSS-is ekonomikas SeuZlia samuSaoTi
uzrunvelyos mosaxleobis 95%, dacemis stadiaSi 1990-1991 wlebSi
umuSevrobis donem miaRwia 7%-s.
dacemis periodSi umuSevroba xdeba erT-erTi mTavari socialuri
problema. ase iyo XX saukunis 30-ian wlebSi, didi depresiis periodSi,
rodesac umuSevrobam moicva msoflioSi samuSao Zalis 25%, am periodSi
ar arsebobda socialuri dacvis Tanamedrove sistema, ris gamoc
umuSevarTa ojaxebi siRaribisa da SimSilobis zRvris miRma
imyofebodnen.
im SemTxvevaSi, Tu samewarmeo aqtivoba ecema da izrdeba umuSevroba,
xelisufleba iZulebulia, aiRos saxelmwifo sesxi, rac miiRweva
obligaciebis an sxva fasiani qaRaldebis gamoSvebiT, raTa am gziT
amoRebuli saxsrebi biznesis mxardaWerasa da umuSevrobis Sekavebas
moaxmaros.
miuxedavad imisa, rom sagadasaxado politikam daamtkica Tavisi
efeqtianoba, xSirad ekonomikaSi Camoyalibebuli situacia aZnelebs mis
zemoqmedebas ekonomikur ciklebze. aSS dRes daaxloebiT 250-300
miliardi dolariT ufro mets xarjavs vidre Rebulobs. problema
mdgomareobs imaSi, rom saxelmwifo sesxebs dRes konkurencias uwevs
komerciuli da kerZo sesxebi. saqme imaSi gaxlavT, rom dRes saxelmwifo
SekveTebis saxiT da firmebi `iTviseben fuls~, gascemen sesxebs erTi da
imave momxmarebelze. am sakredito bazarze saxelmwifo, rasakvirvelia,
myar poziciebs inarCunebs, rac Tavis mxriv aZevebs sxva mewarmeebs am
sakredito bazridan. ekonomika zaraldeba kap.dabandebebis simciriT da
samomxmareblo xarjebis zrdiT. es Tavis mxriv uaryofiTad moqmedebs

11
ufro dawvrilebiT ekonomikuri ciklebis problemas gaecaniT T. Sengelias
naSromebSi: `ekonomikuri ciklebi da saqarTvelos realoba~ sfsfi Sromebi t. VIII,
Tbilisi, 2004;
13
T. Sengelia ekonomikuri ciklebi da dinamiuri sabazro procesis modelebi J.mikro-
makroekonomika.

20
eep-s da mSp-s moculobaze. aRniSnulidan gamomdinare, imis nacvlad, rom
astimuliros ekonomikur aRmavloba, saxelmwifo xarjebis zrda iwvevs
ukuefeqts. [234, pp. 52-61]. sagadasaxado politikas gaaCnia pirdapiri
kavSiri meore movlenasTan, romelic moiTxovs aseve saxelmwifos
mxridan regulirebas. es aris inflacia, romelic aisaxeba saqonlisa da
momsaxurebis fasebis mkveTr zrdaSi. inflacia SeiZleba gamoiwvios
mravalma faqtorma (magaliTad importirebul saqonelze fasebis zrdam),
magram maT Soris yvelaze arsebiTia saxelmwifo sesxebi. maSin, rodesac
saxelmwifo ekonomikis mxardaWeris mizniT uSvebs msxvil saxelmwifo
sesxebs, brunvaSi myofi fulis saerTo masa izrdeba. Tu didi fuladi
masa modis saqonlisa da momsaxurebis ucvleli raodenobaze, inflacia
zrdis tendenciiT xasiaTdeba.
Teoriulad saxelmwifom inflaciis tempis zrdis SemTxvevaSi unda
dafaros Tavisi vali ekonomikidan zedmeti fulis masis amoRebis gziT,
ris safuZvelzec, inflaciis tempebi ecema saSualo inflaciis donemde.
es sistema warmatebulad muSaobda XX saukunis 50-ian 60-ian wlebSi,
magram 90-ian wlebSi am RonisZiebaTa miuxedavad, inflacia msoflios
mraval qveyanaSi kvlavac gamococxlda da 14%-s miaRwia.
inflaciis aseTi done iwvevs sazogadoebis ekonomikuri aqtivobis
Semcirebas. adamianebi maragebis Seqmnis mizniT, `inflaciuri molodinis~
reJimSi yiduloben met saqonels, isini ar eridebian kreditis aRebasac.
kreditebis mopovebisaTvis konkurenciul brZolaSi izrdeba saprocento
ganakveTebi, rac sariskos xdis mewarmeebis mxridan sakredito
resursebis aTvisebas da amcirebs saqmian aqtivobas.
firmebi da mosaxleoba, imis magivrad, rom fuli Caidos axali
sawarmoebis mSeneblobaSi anu iseT sferoSi, romelic ufro
mniSvnelovania ekonomikisaTvis zrdis fulis xarjvas, mimdinare
saWiroebisaTvis.
am fsiqologiuri Taviseburebebis gamo, Zneli xdeba inflaciis
tempebis moTokva. amasTan, 80-ian wlebSi msoflioSi gaCnda rigi
faqtorebisa, romlebmac xeli Seuwyo inflaciis donis Semcirebas da
deflacias. es faqtorebia: navTobis kartelebis Sesusteba (ukanaskneli
navTobze fasebis xelovnur zrdas navTobis mopovebis SemcirebiT
aRwevda); brunvaSi arsebuli fuladi masis saxelmwifo obligaciebis
gamoSvebis gziT Semcireba, mrewvelobis saxelmwifo regulirebis
masStabebis zrda da sxva. am RonisZiebebma SesaZlebeli gaxada, inflacia
6%-mde Semcirebuliyo.
ekonomikuri stabilizaciisaTvis erT-erTi meTodi aris dolaris
kursis regulireba. dolaris fasis manipulirebiT, mTavrobas SeuZlia,
astimuliros an piriqiT _ Seakavos importisa da eqsportis moculoba.
imdenad, ramdenadac saerTaSoriso vaWroba dRes Seadgens eep-s
mniSvnelovan nawils, is arsebiT zegavlenas axdens qveynis ekonomikuri
stabilurobis doneze.
laris maRali kursis SemTxvevaSi, SesaZlebelia, viyidoT meti
dolari, ieni, inglisuri funti _ sterlingi da sxva. es aiafebs sazRva-
rgareTidan Semosatan produqcias da piriqiT _ sazRvargareT aZvirebs
qarTul produqcias. sxva sityvebiT, rom vTqvaT, `Zviri~ lari
astimulirebs imports da akavebs saqonlis eqsports. laris dabali
kursis SemTxvevaSi, eqsportze orientirebuli kompaniebi ganicdian
zarals, xolo qveyana ganicdis sasaqonlo balansis deficits. roca
lari `Zviria~ SeimCneva sapirispiro situacia.

21
 erT-erTi faqtori, romelic gansazRvravs saerTaSoriso gacvlebSi
laris fass, aris saxelmwifos fulad-sakredito politika. rodesac
saxelmwifo amcirebs fulad masas, saprocento ganakveTebi izrdeba.
xolo inflaciis tempi mcirdeba. aseTi pirobebi izidavs investorebs.
saqarTveloSi fuli Semoedineba, rac zrdis laris `fass~ sxva
valutasTan SedarebiT. ukanasknels SeiZleba gaaCndes ori mniSvnelovani
Sedegi: jer erTi, sazRvargareTis kompaniebi ganicdian sainvesticio
kapitalis deficits, radganac fuli, romelic maT gaaCniaT dabandebuli
saqarTvelos ekonomikaSi; meores mxriv _ qarTveli eqsportiorebi ar
awydebian siZneleebs saqonlis sazRvargareT gayidvis procesSi, ris
gamoc izrdeba warmoebis moculoba da mcirdeba umuSevroba.
da piriqiT, rodesac saxelmwifo zrdis dafinansebis moculobas,
rogorc es iyo saqarTveloSi 2004-2006 wlebSi, saprocento ganakveTebi
izrdeba. es iwvevs sazRvargareTis dabandebebis Semcirebas saqarTvelos
ekonomikaSi da laris fasis Semcirebas. eqsporti mcirdeba, xolo
importi izrdeba. laris fassa da sxva valutebis optimaluri
Tanafardobis dadgena erTob rTulia, radganac is damokidebulia ara
marto saqarTveloze, aramed sxva qveynebzec. realoba aseTia _ rogorc
ar unda gvindodes idealuri finansuri klimatis Seqmna, araviTar
Zalebs, maT Soris saxelmwifos, ar SeuZlia ekonomkuri ganviTarebis
sruli gakontroleba.
2006 wels saqarTveloSi paralelur reJimSi mimdinareobda
inflacia da erovnuli fulis (laris) xelovnuri gamyareba anu laris
revalvacia. 2005-2006 wlebSi laris kursi 2,1 dan 1,72 mde Camovida,
dolarizaciis koeficientma 2006 wlis seqtemberSi 90 procenti Seadgina
anu fizikuri pirebis yoveli aTi danazogidan 9 iyo dolarebSi.
inflaciis Sedegad, amave periodSi mniSvnelovnad gauaresda fizikuri
pirebis depozitebi. amdenad, am magaliTidan Cans, rom laris kursis
gamyareba unda modiodes inflanciis tempis Semcirebis paralelur
reJimSi, winaaRmdeg SemTxvevaSi is mZimed daawveba depozitebs. laris
gamyareba erTis mxriv SeiZleba amcirebdes inflaciur zewolas, vinaidan
importi iafdeba, amavdroulad is aZvirebs saqarTvelos saeqsporto
produqcias, rac amcirebs mis konkurentunarianobas. laris gamyareba
unda aRiqmebodes, rogorc importisa da eqsportis miwodebisa da
moTxovnis regulirebis meqanizmi.

saqarTveloSi inflaciis saxeobebidan unda gamoiyos:

- sabiujeto politikis, igive iribi gadasaxadebiT gamowveuli
inflacia;
- fulad-sakredito politikiT gamowveuli inflacia;
- sainporto produqciis gaZvirebiT gamowveuli inflacia.

im SemTxvevaSi, rodesac biujetis xarjviTi nawili izrdeba,

inflaciis tempi diddeba. ase magaliTad, 2004-2006 wlebSi saqarTvelos
biujetis zrdas mohyva misi xarjviTi nawilis gadideba, anu droSi
biujetis Semosavlebisa da gasavlebis nawili ar emTxveva erTmaneTs,
rac iwvevs zedmeti fulis bazarze gamosrolas da mimoqcevaSi Warbi
fuladi masis arsebobas, rac inflaciis mizezi xdeba. inflaciis
garedan importirebac aris SesaZlebeli. ase magaliTad, 2006 wlis
oqtomber-noemberSi mniSvnelovnad gaZvirda energomatareblebis
Rirebuleba saerTaSoriso bazarze, ramac zegavlena moaxdina im

22
qveynebze, sadac importizaciis maCvenebeli maRalia. maT ricxvSi
aRmoCnda saqarTveloc.
ekonomikuri transformaciis etapze myofi qveynebisaTvis inflaciis
6 procentze meti maCvenebeli maRalia, is xels uSlis biznesis
aqtivobas. 2006 wlis ivlisSi wliuri inflacia 14,5%-s Seadgenda,
seqtemberSi is 11%-mde daeca. saqarTvelos statistikis departamenti
inflaciis 311 danaxarjebis produqciidan angariSobs, rac inflaciis
periodSi am produqciaze fasebis mkveTri matebiT aisaxeba. 13
inflaciis SezRudvis fulad-sakredito politikis berkets
miekuTvneba: sadepozito auqcionebi, romlis drosac xdeba mimoqcevidan
erovnuli valutis amoReba. ase magaliTad, 2006 wlis agvistoSi
brunvidan amoRebuli iqna 25 milion larze meti.14 mniSvnelovania
sakredito auqcionebi, repo operaciebi da sxva.

mimoxilviTi SekiTxvebi:

1. rogoria biznesis pozitiuri, kritikuli da pragmatuli

koncefciebi?
2. ras niSnavs sityva biznesi?
3. ra urTierTkavSiria biznessa da ekonomikas Soris?
4. raSi mdgomareobs biznesis strategia da taqtika?
5. rogoria biznesis Camoyalibebis istoriuli safuZvlebi?
6. rogoria biznesis formirebis etapizacia saqarTveloSi?
7. riT gansxvavdeba kapitalizmi, socializmisa da komunizmisagan?
8. rogor zemoqmedebs SezRuduli resursebi momxmarebelze?
9. ra rols TamaSobs konkurencia Tavisufal bazarze?
10. ras niSnavs moxmarebis, miwodebis mrudeebi da wonasworobiTi
fasi?
11. ra zegavlenas axdens multiplikaciuri efeqtebi ekonomikuri
sistemis ganviTarebaze?
12. ra zegavlenas axdens ekonomikur sistemaze inflacia?

TemaSi ganxiluli sakiTxebis mokle

ganmeoreba:

1. biznesis ra koncefciebia TqvenTvis cnobili?

cnobilia pozitiuri, kritikuli da pragmatuli koncefciebi
2. romelia ufro farTo cneba `ekonomika~ Tu `biznesi~?
`ekonomika~ ufro farTo cnebaa, romelic moicavs mikro, makro,
mega da mezoekonomikur doneebs. `biznesi~ aris mewarmeobriv
urTierTobaTa ufro konkretuli maxasiaTebeli, romelic
viTardeba gansazRvrul subieqtebs Soris individualuri an
jgufuri konkurenciis safuZvelze.
3. raSi mdgomareobs biznesis strategia da taqtika?
biznesis strategia mdgomareobs misi samarTlebrivi da eTikuri
normebis dacvis gziT mogebis maqsimizaciaSi. taqtikuri mizani

13
saqarTvelos ekonomikis saministros statistikis saxemwifo departamentis monacemebi.
Tb. 2006
14
saqarTvelos erovnuli bankis monacemebi. Tb. 2006.

23
 aris am strategiis realizacia yvela kontragentis mimarT,
konkretul droSi, konkretul urTierTobaTa formiT.
4. rasTan aris dakavSirebuli biznesis Camoyalibebis istoriuli
procesi?
biznesis Camoyalibebis istoriuli procesi aris dakavSirebuli
sxvadasxva sazogadoebriv-ekonomikur formaciebSi kapitalis
Tavdapirvel dagrovebasTan.
5. gagvimarteT ra aris ekonomikuri sistema?
ekonomikuri sistema aris saqonlisa da momsaxurebis warmoebis,
ganawilebisa da gacvlis is procesi, romelic damkvidrebulia
mocemul sazogadoebriv sistemaSi.
6. dagvisaxeleT ekonomikuri sistemis sami ZiriTadi tipi, ganmarteT
maT Soris arsebuli sxvaoba?
ekonomikuri sistemis sami tipia: kapitalizmi, komunizmi,
socializmi.
kapitalizmi aris sitema, sadac warmoebis faqtorebi miekuTvneba
kerZo pirebs, moqalaqeebi sargebloben farTo ekonomikuri
TavisuflebiT, magram maT gaaCniaT ekonomikuri riski, biznesis
warmoebis procesSi.
komunizmi es aris sistema, sadac saxelmwifo flobs warmoebis
yvela faqtors da Rebulobs yvela sameurneo gadawyvetilebas.
socializmi aris sistema, sadac saxelmwifo flobs da
gankargavs zogierT wamyvan dargs, magram uSvebs kerZo sakuTrebas
biznesis calkeul sferoebSi.

7. rogoria kompaniebis sami konkurenciuli strategia?

kompaniebi erTmaneTs konkurencias uweven fasebis, xarisxis da
servisis, axali produqciis da momsaxurebisa dargSi.
8. ra zemoqmedebas axdens moTxovna-miwodeba sabazro fasebze?
rodesac fasebi maRldeba, moTxovnis sidide mcirdeba, miwodebis
zrdis stimulebi diddeba. rodesac fasebi mcirdeba, moTxovna
izrdeba, miwodebis moculoba mcirdeba. wonasworobiTi fasi
myardeba maSin, rodesac myidvelebis gamyidvelebis interesebi
bazarze emTxveva.

24
 Tavi II
biznesis garemo, eTikuri da
socialuri pasuxismgebloba

Tavisufal ekonomikaSi bizness aqvs erTi

socialuri pasuximgebloba _ gamoiyenos Tavisi
resursebi da ganaxorcielos saqmianoba, Tavisi
mogebis gasadideblad manamde, vidre is rCeba
TamaSis wesebis CarCoebSi, e.i. monawileobs Ria,
Tavisufal konkurenciaSi motyuebisa da
TaRliTobis gareSe.
m. fridmeni

ekonomikuri Tavisuflebis sistema, albaT,

umjobesia erTdroulad rogorc materialurad,
ise moralis TvalsazrisiT imaTTvis, vinc
janmrTelia sxeuliTa da suliT.
a. marSali

didi erebi arasodes Raribdebian kerZo pirebis

mflangvelobiTa da arakeTilgonierebiT, magram
isini arcTu iSviaTad Raribdebian saxelmwifo
xelisuflebis mflangvelobiTa da arakeTilgo-
nierebiT.
a. smiti

am TavSi Tqven gaecnobiT:

1. biznesis garemos arss; 2. biznesis socialuri 3. biznessa da

biznesis mikro, makro pasuxismgeblobis momxmareblebs;
da saerTaSoriso koncefciis evolucias; momxmarebelTa
garemos; biznesis saqmiani eTikis uflebebis dacvas;
samarTlebriv, safuZvlebs. eTikuri biznessa da investorebs
politikur, bunebriv pasuximgeblobis Soris urTierTobaTa
garemos; xelisuflebis stimulirebas. sistemas.
rols ekologiuri
problemebis
regulirebaSi.
II. 1. biznesis garemos arsi

mewarmes gaaCnia sabazro Tavisufleba. Tavisuflebis xarisxi

ganisazRvreba sami garemoebiT:
_ bazris moTxovniT;
_ sakuTari mewarmeobiTi potencialiT;
_ im SesaZleblobebiT, romelsac qmnis biznesis garemo.
biznesis garemo, es aris im gareSe faqtorebis erToblioba,
romlebic arseboben, bazris sameurneo subieqtebis gareT da
gansazRvraven am subieqtebis qcevis wesebs bazarze.

25
 biznesis garemos gansazRvraven stiqiuri Zalebi _ es is Zalebia,
romlebic arseboben Tavs iCenen biznesis yoveldRiur yofaSi da
romelTa arseboba ganisazRvreba droiT.
biznesis garemoze zemoqmedebis TvalsazrisiT, SesaZlebelia,
gamovyoT gamsxvilebul faqtorTa nusxa, romlebic erTiandebian
biznesis mikro, makro da saerTaSoriso faqtorebSi.
sameurneo subieqtebis doneze ganxiluli mikrogaremo firmis
saqmianobaze pirdapir zemoqmedebas axdens. is moicavs: mimwodeblebs,
momxmareblebs, konkurentebs, daqiravebul muSebs, kanonebs, saxelmwifo
organoebs, profkavSirebs.
erovnuli ekonomikis masStabebSi biznesis makrogaremo sameurneo
subieqtis saqmianobaze irib, magram arsebiT zegavlenas axdens. is moicavs:
qveynis ekonomikur mdgomareobas, bazris institutebs, samecniero-teqnikur
progress, sazogadoebriv-kulturul dones, fizikur da geografiul
mdebareobas, politikur da saerTaSoriso faqtorebs da sxva.
saerTaSoriso garemo biznesze irib zegavlenas axdens. erovnul
ekonomikaze zegavlenis TvalsazrisiT, is vlindeba sazRvargareTis
investiciebis, importiorebis, erToblivi sawarmoebis, mravaldargovani
korporaciebis saqmianobaSi.
ganvixiloT biznesis garemo misi doneebis mixedviT.
biznesmenisaTvis yvelaze mniSvnelovani aris is, rom ganWvritos. Tu
ra zomiT axdens zegavlenas mikrodone misi firmis saqmianobaze. iq,
upirveles yovlisa, unda Sefasdes mimwodeblebi da momxmareblebi, anu
kontragentebi. kontragentebi arian fizikuri an iuridiuli pirebi,
romelTa valdebuleba ganisazRvreba xelSekrulebiT. bazris
kontragentebad gvevlineba: gamyidveli da myidveli, damqiravebeli da
muSaki, kreditori da msesxebeli, anu bazris is subieqtebi, romlebic
monawileoben gacvlis procesSi.
firmas SeuZlia, awarmoos an gayidos is saqoneli, romelic sxva
firmis saqmianobisaTvis aris amosavali. am SemTxvevaSi is xdeba
mimwodebeli. amdenad, mimwodebeli aris saqonlisa da momxmareblebis
gamanawilebeli, mimwodeblebis saimedooba biznesis procesSi aris
ZiriTadi komponenti.
Tu firma awarmoebs imave produqcias, rasac qmnian misi profilis
msgavsi firmebi, isini xdebian konkurentebi. konkurentebi pirdapir
zegavlenas axdenen firmis saqmianobaze.
daqiravebuli muSebi profkavSirebSi TavianTi uflebebis dacvis
mizniT erTiandebian.. profkavSirebi ayeneben xelfasebis zrdis,
samedicino dazRvevis, Sromis pirobebis gaumjobesebis moTxovnebs.
amdenad, biznesze zemoqmedebis TvalsazrisiT, isini angariSgasawev Zalas
warmoadgenen.
biznesis saqmianobis reglamentacias axdenen kanonebi da saxelmwifo
organoebi.
mewarmes SeuZlia, airCios nebismieri formis biznesi, romelic
reglamentirebulia saxelmwifos mier dadgenili kanonebiT. kanonebis
Seusrulebloba iwvevs biznesisa da sazogadoebis dapirispirebas.
amitomac aris, rom biznesi unda eqvemdebarebodes sagadasaxado, sabaJo da
sxva kanonmdeblobis moTxovnebs.
bolo periodSi mikrogaremos cneba gafarTovda da is moicavs:
safinanso struqturebs, romlebic zegavlenas axdens firmis sainvesticio
aqtivobaze (bankebi, investorebi), masobrivi informaciis saSualebebs,

26
romlebic axdenen firmebis reklamirebas, sazogadoebriv organizaciebs,
politikur institutebs, religiur organizaciebs da sxva.
biznesze zegavlenis TvalsazrisiT, makrogaremo SeumCneveli da
amasTan arsebiTia. aq mniSvnelovania qveynis ekonomikuri mdgomareoba. is
gansazRvravs momxmareblebs, erTobliv moTxovnasa da miwodebas Soris
Tanafardobas, fuladi resursebis im odenobas, romelic SeiZleba
daxarjon momxmarebelma, saqonlis fass da sxva.
qveynis konomikuri mdgomareoba zegavlenas axdens safinanso, Sromis
bazrebze, sakredito resursebis doneze da sxva.
socialur-kulturuli garemo moicavs yoveldRiur yofiT
Rirebulebebs, qveynis mosaxleobis tradiciebs. mosaxleobis asakobrivi
da socialuri struqtura gansazRvravs firmis warmoebis xasiaTs, im
moTxovnilebas, romelic gaaCnia sazogadoebas. ase magaliTad,
mosaxleobis raodenobis Semcirebam SeiZleba gamoiwvios bazarze samuSao
Zalis miwodebis Semcireba. mosaxleobis kultura biznesze zegavlenas
axdens, rogorc mikro aseve makrodoneze. firmebisaTvis mniSvnelovania
erebis kulturuli TaviseburebaTa Seswavla da amis safuZvelze
produqciis warmoeba. socialur-kulturuli garemo did zegavlenas
axdens agreTve momsaxurebis sferoebze, romelic srulad unda
daeqvemdebaros mis moTxovnebs.
geografiuli garemo biznesze arsebiT zegavlenas axdens. ase
magaliTad, saqarTvelos unikaluri flora da fauna iZleva
SesaZleblobas turizmis ganviTarebisaTvis, qveynis geografiuli
mdebareoba did areals qmnis saturizmo funqciis SesaZenad da sxva.
instituciuri, organizaciul-samarTlebrivi garemo gulisxmobs im
institutebis arsebobas, romlebic zemoqmedeben biznesis Taviseburebebze.
isini moicaven: bankebs, romlebic ewevian finansur momsaxurebas;
specializebul firmebs, romlebic ewevian sakonsultacio, sabuRaltro
momsaxurebebs; umaRles saswavlebebs, romlebic uzrunvelyofen kadrebis
aRzrdas; satransporto, sareklamo saagentoebs, sadazRvevo kompaniebs da
sxva. yvela es instituti xels uwyobs biznesis normalur funqcionirebas.
saerTaSoriso garemo vlindeba importirebis, sazRvargareTis
investorebis, erToblivi sawarmoebis, mravalerovnuli korporaciebis
saqmianobaSi.
erovnuli biznesis importiorebi cdiloben, asaTviseblad gamoiyenon
saqonlis winsvlis yvela meTodi. samomxmareblo bazari saqarTveloSi
dReisaTvis ZiriTadSi importirebuli saqonliTaa gajerebuli. imdenad,
ramdenadac mosaxleobis gadaxdis unarianoba dabalia, qarTul bazarze,
upiratesad, warmodgenilia iaffasiani Turquli da Cinuri warmoSobis
saqoneli, romelsac Tavisi siiafis gamo, adgilobrivi saqoneli ver uwevs
konkurencias. meores mxriv, qveyanas gaaCnia mwiri saeqsporto potenciali.
saerTaSoriso garemoSi vlindeba biznesis integraciis
SesaZleblobani. iqmneba erToblivi sawarmoebi, romlebic aerTianeben
sxvadasxva qveynebis mewarmeebs. msxvili investiciebi Tavs mravalferovan
korporaciebSi avlenen. ekonomikis ganviTarebis Tanamedrove done,
moiTxovs sameurneo subieqtebis saeTaSoriso Sromis danawilebaSi
CarTvas, anu biznesis sazRvargareT gatanas.
biznesis garemo unda ganvixiloT, rogorc sameurneo subieqtis
funqcionirebis piroba. mas pirobiTad yofen: pirdapiri da iribi
zemoqmedebis garemod. aseT dayofas arsebiTi mniSvneloba aqvs, radganac
biznesSi, upirveles yovlisa, unda ganisazRvros is faqtorebi, romlebic

27
masze pirdapir zegavlenas axdenen da mxolod amis Semdeg dadgindes
iribi faqtorebi.
urTierTgacvlis Sedegad, firma da garemo mudmiv urTierTkavSirSi
da urTierTdamokidebulebaSi imyofeba, axali firmebis Seqmna aris axali
garemos Camoyalibebis winapiroba. biznesis Taviseburebani damokidebulia
imaze, Tu ramdenad aris ganviTarebuli garemo.

II. 2. biznesis samarTlebrivi garemo

nebismieri firmis saqmianobis reglamentacias axdens samarTali,

romelic aisaxeba sakanonmdeblo bazaSi. samewarmeo samarTali da
zogadad samarTlis sxva normebi bevrad aris damokidebuli sazogadoebis
ganviTarebasa da Sesabamisad, biznesis civilurobis doneze. amdenad,
biznessa da samarTals Soris myardeba ormxrivi urTierToba, erTis mxriv
samarTali awesrigebs, aregulirebs bizness, meores mxriv ki biznesi
axdens samarTlebrivi normebis srulyofasa da ganviTarebas.
erTmaneTisagan unda ganvasxvavoT iseTi cnebebi, rogoric aris
samarTali da samarTlebrivi normebi. samarTali es aris im direqtiuli
normebisa da wesebis erToblioba, romlebic dadgenilia sazogadoebrivi
qcevis wesebis reglamentaciisaTvis. samarTlebriv normebSi igulisxmeba
is raodenobrivi parametrebi, romlebic gansazRvraven adamianTa jgufis
da calkeuli individis qcevas, maT Soris urTierTkavSirs. biznesis
subieqtebs Soris damyarebuli urTierTobani unda gamomdinareobdnen misi
samarTlebrivi regulirebis ZiriTadi principebidan. es urTierTobani
SeiZleba damyardes im CarCoebSi da safuZvelze, romlebsac adgens
kanonebi. amdenad, biznesis sakanonmdeblo baza qmnis mis samarTlebriv
sivrces, romelSic erTiandeba biznesTan dakavSirebuli kanonebi.
biznesis samarTlebrivi regulirebis obieqtebd gvevlineba:
_ sakuTreba;
_ Semosavlis miRebis saSualebebi da xerxebi;
_ mewarmeebs Soris urTierTobis formebi;
_ damqiravebelsa da muSakebs Soris urTierTobis formebi.
biznesi, romelic moqceulia samarTlebriv sivrceSi, efuZneba
kanoniT daSvebuli mewarmeobis nebismier formas. amasTan, samarTlebrivi
sawyisebis mixedviT, biznesi iyofa kanonierad da ukanonod.
kanonier CarCoebSi biznesis arsebobs saqmiani urTierTobis
subieqtebis samarTlebrivi dacvis garantiebi. am CarCos miRma biznesi
gadis samarTlebrivi sivrcidan da eqvemdebareba kriminals.
biznesis sferoSi saqmianobis, mis subieqtebs Soris urTierTobis
erTaderTi kriteriumi SeiZleba iyos kanonierebis dacva. aq dauSvebelia
mxolod moraluri kriteriumiT xelmZRvaneloba. ase magaliTad,
moraluri TvalsazrisiT sazogadoebis diferenciacia Raribebad da
mdidrebad miuRebelia, xolo Tu adamianebis erTi jgufis simdidres da
meores siRaribes ganvixilavT samarTlebriv sivrceSi, cxadi xdeba, rom
es morali dadgenilia TviTon sazogadoebis mier.
sxva saqmea, rodesac samarTali ar Seesabameba sazogadoebis
moTxovnilebebs, CamorCeba sazogadoebisa da biznesis ganviTarebis dones,
ewinaaRmdegeba saqmiani aqtivobis stimulebs. am SemTxvevaSi
samarTlebrivi sivrce moiTxovs reformebs, romlebic atareben, rogorc
revoluciur, aseve evoluciur xasiaTs. me-4 naxatSi asaxulia
samarTlebrivi sivrcis gardaqmnis formebi.

28
 samarTlebrivi sivrce

reformebi

evoluciuri revoluciuri

samarTlebrivi Zveli sistemis

sivrcis revoluciuri
Tanmimdevruli ngreva da axlis
gardaqmna Seneba

nax. #4 samarTlebrivi sivrcis gardaqmnis formebi.

samarTlebrivi sivrcis evoluciuri gardaqmna gulisxmobs misi

srulyofis Tanmimdevrul, zogjer epizodur an wyvetil process.
revoluciuri gardaqmna gulisxmobs samarTlis arsebuli sistemis
Zireul cvlas, misi fuZemdebeli principebis ngrevas da axal sistemaze
gadasvlas. aseTi gardaqmnebi gamomdinareobs socialur-ekonomikur
sistemaSi mimdinare cvlilebebidan. ase magaliTad, 90-iani wlebis
dasawyisSi saqarTvelo sabazro reformebis gzas daadga. es procesi
gaRrmavda 2000-ian wlebSi, ramac moiTxova Zireuli reformebi
samarTlebriv sferoSi, gansakuTrebiT ki sameurneo anu biznesis
samarTalSi, rac xorcieldeba kidevac sazogadoebaSi. ukanasknel
wlebSi saqarTveloSi miRebulia uamravi ekonomikuri kanoni, romelic
axdens biznesis saqmianobis reglamentacias. maT Soris umniSvnelovanesi
kanonebi:
_ mewarmeTa Sesaxeb (1994);
_ saxelmwifo qonebis privatizaciis Sesaxeb (1997);
_ mikrosafinanso organizaciebis Sesaxeb (2006);
_ ukanono Semosavlebis legalizaciis aRkveTis Sesaxeb (2003);
_ fasiani qaRaldebis bazris Sesaxeb (1998);
_ komerciuli bankebis Sesaxeb (1996);
_ gakotrebis saqmeTa warmoebis Sesaxeb (1996);
_ salizingo saqmianobis xelSewyobis Sesaxeb (2002);
_ investiciebis saxelmwifo mxardaWeris Sesaxeb (2006);
_ dazRvevis Sesaxeb (1997);

29
 _ saqarTvelos sagadasaxado kodeqsi (2004);
_ sabaJo mosakreblis Sesaxeb (1998);
sxvadasxva mizezis gamo, samarTlebriv dokumentebs Soris SeiZleba
aRmoCndes winaaRmdegoba. es Seusabamoba qmnis kvazisamarTlebriv
garemos, ris Sedegadac biznesmens eqmneba SesaZlebloba, daarRvios erTi
kanoni, radganac is imyofeba sxva kanonebis dacvis qveS.
garda ekonomikuri kanonebisa, bizness aregulirebs sxva
sakanonmdeblo aqtebi. esenia:
1. samoqalaqo da sisxlis samarTlis kanonmdebloba, romelic
axdens moqalaqeTa saerTo qcevis normebis reglamentacias, maT
Soris samewarmeo da biznesis sferoebSi.
2. saerTaSoriso samarTlis normebi, dadgenili saerTaSoriso
xelSekrulebebis safuZvelze, romelTa erT-erTi nawili axdens
calkeuli qveynebis samewarmeo qcevis normebis reglamentacias.

II. 3. biznesis politikuri garemo

politika biznesis garemos erT-erTi ZiriTadi da mniSvnelovani

nawilia, romlis zegavlena samewarmeo garemoze mniSvnelovania iseT
ganviTarebad qveyanaSi, rogoric aris saqarTvelo. erTis mxriv, biznesi
moqmedebs politikaze, gansakuTrebiT, ekonomikur politikaze, xolo
meores mxriv _ politika gansazRvravs biznesis qcevis wesebs.
politikaSi igulisxmeba is urTierTobaTa sfero, romelSic Sedian
adamianebi xelisuflebis administraciuli marTvis berketebis mopovebis
mizniT. apolitikuri biznesis smitiseuli koncefcia XX saukuneSi
keinsianurma saxelmwifos ekonomikuri regulirebis funqciis Sesaxeb
midgomebma Secvala.
dReisaTvis mTel rig ganviTarebad qveynebSi politikuri moRvaweoba
qmnis biznesis warmatebuli gaZRolis administraciul garantiebs. maT
Sorisaa postsabWoTa saxelmwifoebis umetesoba.
politikosebi biznesis mxardaWeras lobizmis gziT axdenen.
15
lobizmSi (ingl. lobbi – kuluarebi) igulisxmeba saxelmwifo organoebis,
sasamarTlo, aRmasrulebeli, sakanonmdeblo organoebis moqmedeba
calkeuli dargebis, firmebis, socialuri jgufebis mxardasaWerad.
mimarTuli lobistebi arian is politikuri figurebi, romlebic
uzrunvelyofen am mxardaWeras. lobizmi SeiZleba iyos ara marto
obieqturi aucileblobiT, aramed piradi dainteresebiT nakarnaxevi
(Tanamdebobrivi piris mosyidvis gziT).
miuxedavad amisa, politika gvevlineba biznesis zednaSenad. es xdeba
imitom, rom politikuri xelisuflebisaTvis brZolaze, yvelaze
aqtiurad biznesis ekonomikuri motivebi zemoqmedebs. lobizmis mizniT
adamianebi erTiandebian politikur partiebSi. xelisuflebis saTaveSi
mosvlis Semdeg partia cdilobs sxvadasxva gziT Seuqmnas noyieri
garemo mis mxardamWer biznesmenebs:
_ garkveuli saxeobis samewarmeo programebis mxardaWeriT;
_ saxelmwifo SekveTebis ganawilebiT;
_ calkeuli sakanonmdeblo dokumentebis miRebiT;
_ saxelmwifo biujetis gadanawilebis gziT.

16
словарь иностранных слов. Под ред. И.К. Казоновой. М. 1999. стр. 361

30
 aseTi midgomebi damaxasiaTebelia postsabWoTa sivrcis im
qveynebisaTvis, romlebic daadgnen ekonomikuri gardaqmnebis gzas.
civilur samyaroSi politika aris orientirebuli biznesis
ganviTarebaze arapolitikuri niSniT. amis saukeTeso magaliTebia
`ruzveltis axali kursi~, `reiganomika~, `teCerizmi~ da sxva.
ganviTarebul qveynebSi politikuri partiebi iswrafvian
xelisuflebisaken am qveynebis ekonomikuri progresis mizniT, rameTu
ekonomikuri progresi qveynis politikuri stabilurobis garantia.
amitomac aris, rom ekonomikurad Zlieri qveynebi ar xdebian politikuri
gadatrialebebis, revoluciebis sxva politikuri kataklizmebis
msxverplni.
aRniSnuli adasturebs imas, Tu raoden did zegavlenas axdens
politika qveynis ekonomikur ganviTarebisa da biznesis progresze.

II. 4. biznesis socialuri pasuxismgeblobis koncefciis

evolucia, arsi da formebi

biznesi saerTod, da kerZod, korporaciebis saqmianoba garkveul so-

cialur da politikur-kulturul garemoSi warimarTeba da, bunebrivia,
mas ar SeuZlia sazogadoebis interesebis ugulebelyofa, romelTanac
sakuTari interesebi unda SeaTanxmos. metic, korporaciebis efeqtiani
funqcionirebis aucilebel pirobas sazogadoebis stabiluroba warmoad-
gens. amdenad, isini iZulebulni arian SeimuSaon da ganaxorcielon Ro-
nisZiebebi, romlebic am stabilurobas uzrunvelyofen. socialuri gare-
mos ganviTareba da gaumjobeseba biznesisa da korporaciebis grZelvadi-
an interesebs pasuxobs. socialuri pasuxismgeblobis principebis gamo-
yeneba samewarmeo garemos sicocxlisunarianobas da efeqtianobas amaR-
lebs. grZelvadian aspeqtSi ki socialuri pasuxismgebloba iwvevs ro-
gorc aRniSnuli korporaciis mier warmoebuli produqciisadmi momxmare-
belTa ndobis, ise misi aqciaTa kursis amaRlebas.
SemTxveviTi ar aris, rom biznesis socialuri pasuxismgeblobis (bsp-
s) koncefcias XIX saukunis bolos da XX saukunis dasawyisSi Caeyara
safuZveli. Tavdapirvelad man amerikel inJinrebs Soris hpova ganviTare-
ba, romlebic, rogorc amerikelma istorikosma e. leiton-umcrosma aR-
niSna, „socialuri pasuxismgeblobis~ demonstrirebaSi TavianTi profesi-
is socialuri prestiJis amaRlebis saSualebas xedavdnen. droTa ganmav-
lobaSi es idea bsp-s koncefciis Semadgeneli nawili gaxda.
am koncefciis momxreebs da aqtiur propagandistebs Soris iyvnen im
drois iseTi cnobili biznesmenebi, rogorebic arian „general eleqtri-
kis~ kompaniis prezidenti_ j. svoupi, amave kompaniis direqtorTa sabWos
Tavmjdomare _ o. iangi, „ameriken telefon end telegraf~ kompaniis pre-
zidenti _ u. jifordi da sxv.
sabolood bsp-s koncefcia 30-ian wlebSi Camoyalibda. am periodSi
misi mimdevrebis pozicias gamoxatavs kompania „jon menvilis~ direqtor-
Ta sabWos Tavmjdomaris l. braunis pozicia. „rTuli industriuli peri-
odis evoluciis Sedegad, - werda igi, - menejerebis socialuri pasuxism-
gebloba Sesabamisad gafarTovda. menejerebi ukve aRar warmoadgenen mxo-
lod mesakuTreTa interesebs... dRes nebismieri biznesis mmarTveli anga-
riSvaldebulia ara marto aqcionerebis, aramed Tavisi organizaciis,
klientebis da sazogadoebis winaSe~ [102, c 241].

31
 aRniSnuli koncefciis kidev erTi momxre gaxda robert vudi, firma
„sirs~-is xelmZRvaneli. 1936 wels vudi wliur angariSSi axsenebs „im
farTo socialur valdebulebebs, romelTa maTematikuri gamosaxva SeuZ-
lebelia, magram miuxedavad amisa, maT pirvelxarisxovani mniSvneloba
aqvT~. vuds mxedvelobaSi hqonda sazogadoebis Zlieri arapirdapiri gav-
lena organizaciaze, romelic funqcionirebs am sazogadoebaSi. is amtki-
cebda, rom danaxarjebis - sazogadoebisaTvis im sargeblobis, raodenob-
rivi gamosaxva, romelic gamowveulia biznesis socialuri pasuxis-
mgeblobiT advili ar aris. saqmian sawarmoTa xelmZRvanelebs Soris
vudma erT-erTma pirvelma aRiara „farTo publikis mravalfenianoba~ (ga-
moyo momxmareblebi, muSakebi, aqciaTa mflobelebi), romelsac firma em-
saxureba.
biznesis socialuri pasuxismgeblobis koncefciis SemuSavebasa da
popularizaciaSi gansakuTrebiT mniSvnelovani roli Seasrula im peri-
odSi cnobili ekonomistebis f. bertisa da g. minzis naSromma _ „Tana-
medrove korporacia da kerZo sakuTreba~. saxeldobr, maT Camoayalibes
Tezisi, romlis Tanaxmadac, korporaciuli sistemis sicocxlisunariano-
bis uzrunvelsayofad, is, vinc akontrolebs msxvil korporaciebs, unda
gardaiqmnas „sruliad neitralur teqnokratiad, romelic abalansebs sa-
zogadoebaSi sxvadasxva jgufis moTxovnilebaTa mravalferovnebas da
TiToeul maTgans Semosavlebis nawils miakuTvnebs sazogadoebrivi po-
litikis, da ara kerZo angarebis safuZvelze [102, c.242]. ramdenadac kor-
poraciebi kerZo mesakuTreobiTi institutidan kerZo samewarmeo institu-
tad Camoyalibda, - amtkicebdnen avtorebi, - igi socialuri Zala xdeba,
romelic ar SeiZleba Tavisufali iyos socialuri pasuxismgeblobidan.
Tumca, bsp-s Sexedulebebma momdevno wlebSi mxardaWera ver miiRo,
Tu gavixsenebT im periodSi arsebul mdgomareobas, es arc aris gasakvi-
ri. 30-ian wlebSi (didi depresiis periodi) amerikuli sawarmoebis Ziri-
Tadi sazrunavi-elementarulad TviTgadarCena iyo. aseT dros bizness
mogebisa da samuSaoebis garda veravin verafers ver mosTxovda.
profesor li prestonis mixedviT, biznesis socialuri rolis kon-
cefcia TandaTanobiT icvleba 50-ian wlebSi. nawilobriv es ganapiroba
biznessa da saxelmwifos Soris TanamSromlobis ganviTarebam II msof-
lio omisa da mis Semdgom, „civi omis~ periodSi. am periodSi Seiqmna eko-
nomikuri ganviTarebis komiteti, romelSic msoflios yvelaze gamoCeni-
li adamianebi gaerTiandnen. Tumca, komitetis mizani iyo mTavrobis kon-
sultireba ekonomikur da komerciul sakiTxebSi, igi gacilebiT mniSvne-
lovani aRmoCnda, ramdenadac am gziT gafarTovda saqmiani samyaros mona-
wileoba socialuri da saxelmwifoebrivi politikis gadawyvetaSi.
bsp-s koncefciam farTo ganviTareba omis Semdgom periodSi hpova.
1953 wels gamoqveynda amerikeli ekonomistis g. bouenis wigni „biznesis
socialuri pasuxismgebloba~. masSi avtorma Camoayaliba socialuri pa-
suxismgeblobis doqtrina rogorc „biznesmenebis valdebuleba miiRos is
gadawyvetilebebi da airCios saqmianobis is mimarTulebebi, romlebic sa-
survelia sazogadoebis miznebisa da faseulobebis TvalsazrisiT~ [102,
c.242].
biznesis socialuri rolis Sesaxeb diskusiam 60-ian da 70-ian wlebSi
garkveul movlenebs misca biZgi. 60-ian wlebTan dakavSirebiT jekobi aR-
niSnavs, rom sazogadoebriv azrovnebaSi gaCnda biznesis opozicia. sazo-
gadoebis sxvadasxva fenaSi Cndeba aqtiuri interesi iseT sakiTxebTan mi-
marTebiT, rogoricaa samoqalaqo samarTali, vietnamis omi, mrewvelobis

32
dabinZureba narCenebiT da saerTod garemos mdgomareoba, agreTve konsiu-
merizmi (momxmarebelTa moZraoba). 70-80-ian wlebSi wina planze iwevs ga-
niaraReba, atomuri energetika, mesame samyaros qveynebis SimSilisagan
xsna, florisa da faunis dacva da sxv.
k. uoltoni Tanamedrove bsp-s Semdeg komponentebs gamoyofs: pirveli
_ ar SeiZleba daveyrdnoT piradi gamorCenis koncefcias, vinaidan, mas
yovelTvis ar mosdevs sazogadoebis keTildReoba. im SemTxvevaSi, Tu sa-
zogadoebis kerZo da sazogadoebriv dovlaTs Soris konfliqti wamoiW-
ra, pirveli meores unda daeqvemdebaros. meore _ amerikuli ekonomikuri
sistema upiratesad pluralizmisa da konstitucionalizmis principebs
emyareba, vidre laisser-faire-s. mesame _ sazogadoebis keTildReobas ver uz-
runvelyofs calke mTavroba, an kerZo organizaciebi. amdenad, bolo un-
da moeRos xelisuflebisa da biznesis dapirispirebas. meoTxe _ korpora-
ciebis xelmZRvanelebma unda daabalanson konkurirebadi interesebi da
daadginon prioritetebi, romlebic iTvaliswineben rogorc investorebis,
muSebis, momxmareblebis, mimwodeblebis da konkurentebis, ise nacionalu-
ri da adgilobrivi Temebis, sxva nebayoflobiTi organizaciebis da ara-
organizebuli jgufebis interesebs. mexuTe, am interesebis dabalansebiT,
korporaciam unda ukuagdos „aragonivruli moTxovnebi~ [102,c.242]. amri-
gad, bsp-s koncefcia efuZneba korporaciebisa da sazogadoebis mWidro
urTierTkavSiris arsebobis aRiarebas.
arizonis universitetis profesori k. devisi Tvlida, rom „socialu-
ri pasuxismgeblobis arsi gamomdinareobs iqidan, Tu rogor ekidebian
biznesis warmomadgenlebi TavianTi qmedebis eTikur Sedegebs, vinaidan
maT SeuZliaT sxvebis interesebze zemoqmedebis moxdena~. misi azriT,
„axali pirobebi niSnavs imas, rom biznesi unda dafiqrdes imaze, Tu ro-
gor awarmoos efeqtianad ekonomikur faseulobebTan erTad socialuri
faseulobebi. sazogadoeba ar uaryofs mogebis ideas, magram afarTovebs
am cnebas, gulisxmobs ra masSi rogorc socialur, ise ekonomikur moge-
bas~. „socialuri pasuxismgeblobis cnebis qveS k. devisi gulisxmobda
kerZo organizaciebis mier TavianTi qmedebis ganxorcielebas sazogadoe-
bis winaSe valdebulebebis gaTvaliswinebiT. mocemul konteqstSi igi
upiratesobas aniWebda cnebebs „socialurad pasuxismgebeli biznesi~ da
„socialuri kapitalizmi~ [102, c. 242].
amgvarad, gansazRvruli socialuri pasuxismgebloba k. devisisaTvis
ufro metia, vidre, ubralod kanonis Sesabamisad moqmedeba, ramdenadac
„saqmiani gadawyvetilebis ara mTeli sistemuri zemoqmedeba gaTvaliswi-
nebulia kanoniT~. socialuri pasuxismgebloba, xazs usvamda igi, iTva-
liswinebs „firmis mier socialuri valdebulebebis aRiarebas kanonis
moTxovnilebaTa farglebs gareT~ [102, c.243].
mTlianobaSi, devisi amtkicebda, rom socialuri pasuxismgebloba ar
SeiZleba ganixilos rogorc pasiuri reaqcia sazogadoebriv molodinze,
vinaidan, aseT SemTxvevaSi biznesi emociebisa da winaaRmdegobrivi mizne-
bis tyveobaSia. biznesmenis socialuri pasuxismgebloba unda mdgomareob-
des imaSi, rom igi „xelmZRvanelobs socialur sferos, nacvlad imisa,
rom ubralod gamoexmauros sazogadoebis moTxovnilebas. igi urTierTq-
medebs sazogadoebasTan da exmareba mas socialuri gadawyvetilebebis
miRebaSi, rasac xels uwyobs Tavisi gansakuTrebuli unariT da codniT.
igi aanalizebs sistemur zemoqmedebas da koreqtirebadi qmedebebis inici-
atorad gvevlineba seriozuli problemebis gaCenamde~. amgvari mosazrebe-
bidan gamomdinare, devisi ayalibebs erTgvar „pasuxismgeblobis rkinis

33
kanons~, romlis arss Semdegi Tezisi gamoxatavs: „saboloo jamSi is,
vinc Zalauflebas ar iyenebs ise, rogorc amas sazogadoeba Tvlis saWi-
rod, kargavs mas~ [102, c. 244].
aRniSnuli TvalsazrisiT, sainteresoa kaliforniis universitetis
profesoris p. seTis mosazrebebi da argumentebi. misi azriT, korporaci-
ebis qmedeba sam aspeqtSi ganisazRvreba. rogorc socialuri valdebule-
ba, socialuri pasuxismgebloba, da socialuri gamoxmaureba. korporaci-
ebis qmedeba, romelic bazris moTxovnebiT, an iuridiuli kanonebiTaa
SezRuduli, ganisazRvreba rogorc korporaciis socialuri valdebule-
ba. rogorc seTi Tvlis, socialurad pasuxismgebeli moqmedeba „ar mo-
iTxovs radikalur ganxeTqilebas korporaciuli saqmianobis Cveulebriv
formebTan... es aris ubralod win gadadgmuli nabiji, manam, sanam socia-
luri molodini kodificirebuli iqneba kanonSi~. socialuri gamoxmaure-
bis arsi mdgomareobs SemdegSi: „korporaciebi politikisa da programe-
bis iniciatorebi unda iyon, maTi mowodeba unda iyos mimdinare an moma-
vali operaciebis negatiuri Sedegebis minimumamde dayvana vidre isini
krizisul masStabebs miaRweven da biznesis winaaRmdeg mimarTuli kidev
erTi saprotesto talRis katalizatorebi gaxdebian~ [102, c. 243].
am sakiTxis swori gagebisaTvis aranakleb sainteresoa TviT saqmiani
wreebis warmomadgenelTa poziciebi. yvelaze naTlad es poziciebi gadmo-
cemulia aSS-s „didi biznesis~ gavleniani organizaciis ekonomikuri gan-
viTarebis komitetis ganacxadSi, romelic 1971 wels gamoqveynda. bsp-s Si-
naarsis da realizaciis gzebis sakiTxebze ganacxadis avtorebma sami
koncentriuli wris koncefcia wamoayenes: pirveli _ Sida wre moicavs
korporaciebis metnaklebad mkafiod Camoyalibebul valdebulebebs eko-
nomikuri funqciebis efeqtian Sesrulebaze _ saqonlisa da momsaxurebis
warmoeba, samuSao adgilebis Seqmna da ekonomikuri zrdis uzrunvelyo-
fa. saSualo wre moicavs pasuxismgeblobas zemoaRniSnuli funqciebis
Sesrulebaze cvalebadi socialuri prioritetebisa da faseulobebis
gaTvaliswinebiT. mxedvelobaSi miiReba sawarmos saqmianobis gavlena ga-
remoze, samsaxurSi daqiravebisas erovnul umciresobaTa warmomadgenle-
bis wilis gazrda da „adamianur faseulobaze~ aqcenti, momxmarebelTa
survilis gaTvaliswineba da a.S. gare wre moicavs biznesis wamoWril da
jer kidev gaurkvevel valdebulebebs, romlebic iTvaliswinebs mis aqti-
ur monawileobas garemos gaumjobesebaSi.
problemis SemuSavebisas da TavianTi xedvis Camoyalibebisas ganacxa-
dis avtorebi gamomdinareoben „ganaTlebuli sargeblis~ koncefciidan.
„dRes farTodaa aRiarebuli, _ naTqvamia ganacxadSi, _ rom korporaciis
interesebi mWidrod ukavSirdeba sazogadoebis keTildReobas, romlis
ganuyofel nawils biznesi warmoadgens. gacnobierebulia, rom korpora-
cia damokidebulia sazogadoebis keTilganwyobaze, romelsac SeuZlia
xeli Seuwyos an Seaferxos misi arseboba da ganviTareba xelisuflebaze
sazogadoebrivi zewoliT. amdenad, xazgasmulia ganacxadSi, „ganaTlebu-
li sargeblis~ TvalsazrisiT korporaciebma aucileblad xeli unda Se-
uwyon sazogadoebriv keTildReobas~ biznesisaTvis gacilebiT xelsa-
yrelia hyavdes ganaTlebuli da ukeTes pirobebSi mcxovrebi mosamsaxure-
ebi da myidvelebi, vidre Raribi da gaunaTlebeli. amitomac biznesma un-
da ikisros „pasuxismgeblobis samarTliani nawili~ socialur gaumjobe-
sebaze, raTa safrTxe ar Seeqmnas korporaciebis interesebs.
am debulebidan gamomdinare, ganacxadSi mocemulia biznesis valde-
bulebebis sistematizirebis mcdeloba cxra ZiriTadi mimarTulebis mi-

34
xedviT, sadac TiToeuli maTgani problemebis garkveul erTobliobas
moicavs, rogoricaa ganaTleba, dasaqmeba da samuSao Zalis momzadeba, sa-
moqalaqo uflebebi, qalaqebis ganaxleba da ganviTareba, garemos dabin-
Zurebis Semcireba, bunebrivi resursebis dacva, dasveneba, kultura da
xelovneba, samedicino daxmareba, xelisuflebis saqmianobis srulyofa.
ganaTlebis sferoSi ekonomikuri ganviTarebis komiteti bizness Semdeg
valdebulebebs akisrebs: pirdapiri safinanso daxmarebebi skolebs, sti-
pendiebis, dotaciebis da swavlis safasuris Setanis CaTvliT; skolis
biujetis gazrdis xelSewyoba; mowyobilobis da kvalificiuri persona-
lis wardgena; konsultacia saskolo programebis Sedgenisas an sxva sa-
xis xelSewyoba; axali skolebis mSenebloba da maTi saqmianobis gaZRo-
la, kolegebis daxmareba marTvasa da dafinansebaSi.
socialuri pasuxismgeblobis koncefciis mniSvnelobaze metyvelebs
is faqti, Tu ra mondomebiT cdiloben mowinaaRmdegebi misi ZiriTadi de-
bulebebis diskreditirebas. ase, Cikagos skolis erT-erTma cnobilma
warmomadgenelma, m. fridmenma, socialuri pasuxismgeblobis koncefcia
daaxasiaTa rogorc „fundamentalurad ZirgamoTxrili doqtrina, romlis
farTo gamoyeneba angrevs Tavisufal sazogadoebas~. Tu Tavisufal eko-
nomikaSi, amtkicebda igi, arsebobs erTi da mxolod erTi bsp – „resurse-
bis gamoyeneba da mogebis gazrdaze mimarTuli saqmianobis ganxorciele-
ba manam, sanam igi rCeba, TamaSis wesebs icavs, e.i. monawileobs Tavisu-
fal Ria konkurenciaSi yovelgvari tyuilisa da TaRliTobis gareSe~. am
mosazrebas m. fridmeni gansakuTrebiT TanmimdevrobiT atarebda statiaSi
saxelwodebiT – „bsp mdgomareobs mogebis zrdaSi~. socialuri pasuxism-
geblobis ubralod aRiarebac ki, misi azriT, „ganamtkicebs isedac arse-
bul mosazrebas imaSi, rom mogebisadmi ltolva cudi da amoraluria da
igi unda gakontroldes garkveuli ZalebiT~. rogorc ki es mosazreba
aRiarebuli iqneba, ganagrZobs fridmeni, bazris alagmvas daiwyebs ara
mmarTvelTa „socialuri sindisi~, rogori maRalganviTarebulic ar unda
iyos igi, aramed „mmarTveli biurokratebis rkinis muSti~.
SeuZlebelia, ar daveTanxmoT im mkvlevarebs, romelTa mosazrebiT
biznesis mier mTlianobaSi farTo Sexedulebis aRiareba korporaciebis
socialur rolze ganpirobebulia iseTi faqtorebiT, rogoricaa korpo-
raciebsa da sazogadoebas Soris uwyveti kavSiris arsebobis gacnobiere-
ba, sakuTrebis gamoyofa marTvisagan, Tavisufali mewarmeobis ideologii-
sa da praqtikis krizisi, bazris „uxilavi xelis~ rogorc socialur da
ekonomikur urTierTobaTa mTavari da erTaderTi regulatoris klasiku-
ri warmodgenis krizisi. aranakleb mniSvnelovania is faqtic, rom kerZo
mewarmeobis sistema srulebiTac ar aris sayovelTao keTildReobis ga-
ranti. saqmian wreebSi gabatonebul mosazrebas imis Taobaze, rom kerZo
mewarmeobis sistema sazogadoebis yvela wevrisaTvis maqsimaluri keTil-
dReobis miRwevis SesaZleblobas iZleva, sul ufro meti adamiani ayenebs
eWvqveS.
rogorc j. maki aRniSnavda, biznesis axali midgoma sazogadoebis wi-
naSe socialur pasuxismgeblobaze, XX saukuneSi kerZo korporaciebis
funqcionirebis Secvlil pirobebze biznesis reaqciis Sedegs warmoad-
genda. „axali midgoma – werda igi, - sakmaod naTeli iyo: rogorc ki cxa-
di gaxda, rom kerZo mewarmeobis sistema Tavs ver arTmevs sazogadoebis
winaSe erT-erT ZiriTad valdebulebas (rogorc mas mTavroba ganmartav-
da), rogorc ki misi qmedeba romelime mimarTulebiT sazogadoebis mniSv-
nelovani nawilisaTvis miuRebeli xdeba, saqmeSi mTavroba erTvoda, raTa

35
eiZulebina biznesi, gaeumjobesebina misi saqmianoba saTanado gankargule-
bebiT, an masze valdebulebebis dakisrebiT~ [102, c. 245].
cxadia, rom moklevadian perspeqtivaSi socialuri pasuxismgeblobis
realizaciis danaxarjebi SesaZlebelia winaaRmdegobaSi movides korpo-
raciebis fuZemdeblur principebTan, saxeldobr, mogebis maqsimizacias-
Tan warmoebis danaxarjebis zrdis Sedegad. Tumca, grZelvadian perspeq-
tivaSi es danaxarjebi anazRaurdeba imiT, rom izrdeba korporaciis
prestiJi da Sesabamisad, legitimuroba sazogadoebis TvalSi, ramac ar
SeiZleba gavlena ar moaxdinos mis mdgomareobaze da saqmianobis efeqti-
anobaze.
grZelvadian perspeqtivaSi korporaciebis monawileoba socialur
saqmianobaSi mogebis maqsimizaciis SesaZleblobas iZleva. aRniSnulTan
dakavSirebiT specialistebi aseTi saqmianobidan sargebels Soris aRniS-
naven danaxarjebis Semcirebas, romelic aucilebelia xelisuflebis sa-
kanonmdeblo da aRmasrulebeli organoebis winaSe dasacavad, ZviradRi-
rebuli saxelmwifo Carevis Sedegebis, socialuri uwesrigobebis Sede-
gad warmoqmnili sawarmos qonebis zianiT gamowveuli danakargebis
Sesamcireblad da a.S. aranakleb mniSvnelovania biznesis socialuri saq-
mianobis stimulirebisaTvis saxelmwifos mier aucilebeli sakanonmdeb-
lo zRvaris da „socialuri investiciebis~ momgebianobis pirobebis uz-
runvelyofa.
saxelmwifos mastimulirebel funqciaTa ricxvs miekuTvneba biznesi-
saTvis saxelmwifoebrivi kontraqtebis da stimulebis SemoTavazeba, yve-
la sawarmosaTvis moqmedebis erTiani savaldebulo normebis dadgena,
dasjis meqanizmis danergva im firmebisTvis, romlebic ar icaven TamaSis
dadgenil wesebs da a.S. rogorc n. jekobi marTebulad aRniSnavda, „biz-
nesi mxolod maSin axdens Tavisi potencialis srulad realizebas cxov-
rebis xarisxis gaumjobesebis saqmeSi, rodesac mTavroba qmnis socialu-
rad sasurveli saqonlisa da momsaxurebis bazars~ [102, c. 246].
didi mniSvneloba aqvs korporaciebsa da sazogadoebas Soris komu-
nikaciebis gaumjobesebas, amasTan, korporaciebis mier sazogadoebis
moTxovnilebebis gamovlenis da maTze operatiulad reagirebis unars.
rogorc zogierTi avtori miuTiTebs, xSirad problema mdgomareobs ara
imdenad kerZo da saxelmwifo seqtorebs Soris funqciebis ganawilebaSi,
ramdenadac efeqtiani meqanizmis SeqmnaSi, romelic uzrunvelyofs maT pa-
suxismgeblobas TavianTi movaleobis Sesrulebaze.
aRniSnulTan dakavSirebiT, interess iwvevs zogierTi amerikeli av-
toris Zalisxmeva korporaciaTa saqmianobis socialuri efeqtis raode-
nobrivi gazomvis meTodologiis SemuSavebaze.
aseTi meTodologia SemoTavazebulia saxeldobr, wignSi _ „aramdg-
radi niadagi: korporaciebis socialuri politika dinamiur sazogadoeba-
Si~, romelic 1974 wels gamoqveynda. igi moicavs Semdeg oTx meTods: pir-
veli _ „socialuri indikatorebis~ gamoyeneba, romelmac unda gansazRv-
ros cxovrebis xarisxis indeqsi raodenobrivi parametrebis gazomvisa
(rogoricaa Sromis pirobebi, jandacvis, transportis mdgomareoba) da
korporaciebis saqmianobis cxovrebis xarisxze zemoqmedebis momdevno Se-
fasebis safuZvelze. meore _ biznesis socialur garemoze zemoqmedebis
Sefasebis meTodi erTgvari „socialuri angariSis~ Sedgenis gziT Cveu-
lebrivi sabalanso formiT, romelic iTvaliswinebs kompaniis saqmianobi-
dan socialur sargebels da danaxarjebs muSebisaTvis, klientebisaTvis,
mimwodeblebisaTvis, da mTlianad sazogadoebisaTvis. magaliTad, garemos

36
gaumjobeseba da adgilobrivi gadasaxadebi miekuTvneba adgilobrivi sa-
zogadoebis socialur sargebels, xolo moxmarebuli adgilobrivi mom-
saxurebis Rirebuleba _ socialur danaxarjebs. mesame _ kompaniebis ran-
Jirebis meTodi maTi socialuri saqmianobis mixedviT, magaliTad, garemo-
ze kontrolis normebis dacvis sferoSi. meoTxe _ socialuri programis
marTvis meTodi, romelic mimarTulia sistemis SemuSavebaze, romelic
moicavs socialur programebze danaxarjebis Sefasebas da biujetis „go-
nivruli~ Sedgenisa da kapitaldabandebebze „socialuri Semosavlis~
gazrdis SesaZleblobas iZleva.
mTlianobaSi socialuri, pasuxismgeblobis koncefcia gulisxmobs
sazogadoebis yvela sferos, maT Soris sazogadoebisa da korporaciebis
mWidro urTierTkavSiris aRiarebas da aqedan gamomdinare, iTvaliswinebs
farTo socialuri valdebulebebis korporaciebze dakisrebis aucileb-
lobas. maTi azriT, xelmZRvanelobs ra socialuri prioritetebis siste-
miT, romelic ganisazRvreba mTavrobis mier da moqmedebs ra momgebiano-
bis kriteriumis safuZvelze, korporaciebi xels uwyoben socialuri sis-
temis srulyofas, romlis miznebi gamoxatavs mosaxleobis farTo fene-
bis moTxovnilebebs.
amasTan, mniSvnelovania imis gaTvaliswineba, rom ar SeiZleba korpo-
raciebis warmodgena erTian monolitad, romelic mTeli sazogadoebis
interesebis gamomxatveli miznebisa da amocanaTa kompleqsis realizacii-
saTvis moqmedebs. kolumbiis universitetis profesori n. Cemberleni
marTebulad aRniSnavda, rom korporaciebi mZlavr dominirebul Zalas
warmoadgens Tanamedrove industriulad ganviTarebul sazogadoebaSi,
magram maTi erToblivi simZlavre ar aris gaerTianebuli, koleqtiuri,
ar aris organizebuli, raTa man SeZlos sazogadoebis saWirboroto
problemebis gadawyvetaze orientireba. „aseTi orientacia, _ amtkicebda
Cemberleni, _ SesaZlebelia moxdes mxolod mTavrobis daxmarebiT, rome-
lic gardaqmnis wesebs (SezRudvebs), romlis farglebSic moqmedebs yve-
la korporacia~ [102, c. 247].
erTiani organos ararsebobis gamo, romelsac Seswevs unari, uzrun-
velyos SeTanxmebuli moqmedeba, korporaciebi xSirad mTavrobis politi-
kuri kursis sawinaaRmdegod moqmedeben, Tvlian ra, rom saxelmwifo Care-
vis meqanizmebis ganmtkiceba SeiZleba maT poziciebs daemuqros. amitom
SeiZleba Cemberleni marTalicaa, rodesac ambobs, rom biznesmenebs far-
TomasStabian institucionalur reformas urCevniaT mcire, TandaTanobi-
Ti cvlilebebi, romlebic, uwinares yovlisa, korporaciuli sistemis in-
teresebidan gamomdinareobs, e.i. isini mzad arian, ikisron SezRuduli pa-
suxismgebloba.
Tumca, aseTi SezRuduli pasuxismgeblobis realizaciac ki, mTeli
rigi faqtoriT izRudeba, maT Soris, uwinares yovlisa, mogebis miRebis
mosazrebiT sxva korporaciebTan konkurentunarianobis SesanarCuneblad,
da moculobisa da zrdis tempebis SenarCunebisken swrafviT, niWieri mu-
Sakebis mosazidad, an Zveli gamocdili kadrebis SesanarCuneblad. amas-
Tan dakavSirebiT, aucilebelia, aRiniSnos, rom korporaciebis socialu-
ri pasuxismgeblobis problema ar wamoiWreboda, Tuki nebismieri sasar-
geblo, rogorc sazogadoebis miznebidan, ise biznesis interesebidan ga-
momdinare, resursebis gamoyeneba momgebiani iqneboda. socialuri mizne-
bis realizaciaze gaweuli xarjebi firmebis mogebas akldeba. esaa, maga-
liTad, danaxarjebi ganaTlebaze da kerZod, samuSao Zalis momzadebaze.

37
 Tumca, asea Tu ise, korporacias ukve ar SeuZlia uaryos Tavisi pa-
suxismgebloba rogorc sazogadoebis, ise TavianTi muSakebis winaSe. es
faqti miT ufro angariSgasawevia, Tu vaRiarebT, rom Tanamedrove korpo-
racia Tavisi moculobiTa da saqmianobis masStabebiT warmoadgens ufro
sazogadoebriv, vidre kerZo instituts. sxvadasxva dainteresebuli jgu-
febis pretenziebisa da dapirispirebis daregulirebaSi monawileobiT,
wminda ekonomikur funqciebTan erTad, igi politikur funqciebsac asru-
lebs. im SemTxvevaSic ki, roca korporaciebis moqmedebis Tavisufleba
izRudeba saxelmwifos mier an raime sxva faqtoriT, korporacia moqme-
debs iseT sazogadoebriv garemoSi, sadac mas efeqtiani funqcionireba
SeuZlia mxolod im SemTxvevaSi, Tuki sazogadoebas daarwmunebs Tavisi
moqmedebis sisworeSi.
korporaciaTa socialuri pasuxismgeblobis sazRvrebi miT ufro
farToa, rac ufro didia maTi miswrafeba sazogadoebis winaSe Tavisi
legitimurobis damkvidrebaSi. am aspeqtSi korporaciebis winaSe mdgari
erT-erTi mTavari amocanaa im programebis ekonomikuri dasabuTeba, rom-
lebic socialur sferoSi unda gaataron.
amave dros, Tavis mxriv, sazogadoeba uflebamosilia, elodos bizne-
sisagan socialuri pasuxismgeblobis ama Tu im dones iseT sakiTxebSi,
rogoricaa garemos dacva, transportis usafrTxoebis uzrunvelyofa, mo-
saxleobis socialurad daucveli fenebis materialuri uzrunvelyofa
da a.S. magram biznesis teqnikuri, finansuri da sxva SesaZleblobebi am
mxriv SeuzRudavi ar aris. ama Tu im korporaciis an mTlianobaSi bizne-
sis SesaZleblobebis Sefasebisas ar SeiZleba im faqtis daviwyeba, rom
nebismieri saqmiani sawarmos sicocxlisunarianobisa da arsebobis mTava-
ri pirobaa misi ekonomikuri rentabeloba. korporaciebis socialuri ro-
lis SefasebaSi mTavari sirTule mdgomareobs aseTi Sefasebis raime mka-
fiod SemuSavebuli kriteriumebis ararsebobaSi.
biznesis socialuri pasuxismgeblobis uamravi ganmarteba arsebobs.
yvelaze zogadi saxiT, biznesis socialuri pasuxismgebloba aris bizne-
sis zemoqmedeba sazogadoebaze.
organizaciebi, romlebic operireben biznesis socialuri pasuxism-
geblobis sferoSi, sxvadasxvanairad ganmartaven am cnebas. Cven mxolod
ramdenime maTgans moviyvanT.
saerTaSoriso organizacia „biznesi socialuri pasuxismgeblobi-
saTvis~ am termins ganmartavs, rogorc „komerciuli warmatebis miRwevas
iseTi saSualebebiT, romelic icavs eTikur principebs da pativiscemiT
epyroba adamianebs, sazogadoebas da garemos~.
„biznes-liderebis saerTaSoriso forumi~-s ganmartebiT bsp-Si igu-
lisxmeba biznesis iseTi warmarTva, romelsac sargebloba moaqvs sazoga-
doebisaTvis da xels uwyobs socialurad, ekonomikurad da ekologiu-
rad mdgrad ganviTarebas biznesis sazogadoebaze pozitiuri gavlenis
maqsimizaciisa da negatiuri gavlenis minimizaciis gziT.
„biznesis msoflio sabWo mdgradi ganviTarebisaTvis~ bsp-s gansazRv-
ravs rogorc biznesis valdebulebas, Tavisi wvlili Seitanos mdgrad
ekonomikur ganviTarebaSi, SromiT urTierTobebSi muSakebTan, maT oja-
xebTan, adgilobriv sazogadoebriv dajgufebebTan da mTlianad, sazoga-
doebasTan maTi cxovrebis xarisxis gasaumjobeseblad.
„sistemuri biznes-teqnologiebis centri „SATIO~: „bsp-aris biznesis
nebayoflobiTi wvlili sazogadoebis ganviTarebisaTvis socialur, eko-
nomikur da ekologiur sferoSi, romelic uSualodaa dakavSirebuli

38
kompaniis ZiriTad saqmianobasTan da scildeba kanoniT dadgenil mini-
mums~.
aucilebelia, erTmaneTisagan ganvasxvavoT iuridiuli da socialuri
pasuxismgebloba. iuridiuli pasuxismgeblobis qveS igulisxmeba konkre-
tuli kanonebis da saxelmwifoebrivi regulirebis normebis dacva, rom-
lebic gansazRvraven, Tu ra SeuZlia, da ra ar SeuZlia gaakeTos organi-
zaciam. TiToeul sakiTxTan mimarTebiT, dadgenilia asobiT da aTasobiT
normebi da normativebi. magaliTad, Tu ramden toqsikur nivTierebas Sei-
cavs samrewvelo narCenebi; rogor gamoiricxos diskriminacia samsaxurSi
daqiravebisas; rogoria minimaluri moTxovnebi produqciis usafrTxoebi-
sadmi; ra tipis saqoneli SeiZleba gaiyidos sxva qveynebSi da a.S. organi-
zacia, romelic icavs im kanonebsa da normativebs, iuridiulad pasuxism-
gebelia, magram es imas ar niSnavs, rom igi socialurad pasuxismgebelia.
socialuri pasuxismgebloba, iuridiulisagan gansxvavebiT, gulisxmobs
organizaciis mxridan socialur problemebze nebayoflobiT gamoxmaure-
bas.
biznesis socialur pasuxismgeblobas mravalsafexurianoba axasia-
Tebs:
_ sabaziso done iTvaliswinebs Semdegi valdebulebebis Sesrulebas:
gadasaxadebis, Sromis anazRaurebis drouli gadaxda, axali samuSao ad-
gilebis Seqmna;
_ meore done iTvaliswinebs muSakebis ara mxolod muSaobis, aramed
cxovrebis adekvaturi pirobebiT uzrunvelyofas: muSakTa kvalifikaciis
amaRleba, sacxovrebeli binebis mSenebloba, socialuri sferos ganviTa-
reba. pasuxismgeblobis aseT tips pirobiTad „korporaciul pasuxismgeb-
lobas~ uwodeben.
_ umaRlesi done gulisxmobs saqvelmoqmedo saqmianobas.
ganasxvaveben biznesis socialur pasuxismgeblobis Sida da gare mi-
marTulebebs;
biznesis socialur Sida pasuxismgeblobas miekuTvneba:
_ Sromis usafrTxoeba;
_ Sromis anazRaurebis stimulireba;
_ TanamSromelTa damatebiTi samedicino da socialuri dazRveva;
_ adamianuri resursebis ganviTareba saswavlo da kvalifikaciis
amaRlebis programebis mixedviT;
_ kritikul situaciebSi muSakebisaTvis daxmarebis gaweva.
biznesis socialur gare pasuxismgeblobas miekuTvneba:
_ sponsoroba da qvelmoqmedeba;
_ zrunva garemos dacvaze;
_ urTierTqmedeba adgilobriv sazogadoebriv dajgufebebTan da xe-
lisuflebasTan;
_ mzadyofna krizisul situaciebSi monawileobis misaRebad;
_ saqonlisa da momsaxurebis momxmareblebs Soris pasuxismgebloba
(xarisxiani saqonlis gamoSveba).
ganasxvaveben agreTve Ria da farul bsp-s.
bsp-s Ria forma niSnavs kompaniis nebayoflobiT monawileobas iseTi
sakiTxebis gadawyvetaSi, romlebiTac dainteresebulia sazogadoeba kom-
pania, Cveulebriv, damoukideblad gansazRvravs programebsa da strategi-
ebs, romlebic TviT am kompaniis da mis steikholderebis (dainteresebu-
li pirebis) mier aRiqmeba, rogorc pasuxismgebloba sazogadoebis winaSe.

39
 bsp-s faruli forma gulisxmobs qveynis oficialur da araoficia-
lur institutebs, romelTa meSveobiT kompaniebis pasuxismgebloba sazo-
gadoebrivi institutebis winaSe SeTanxmebulia kompaniebTan an uSualod
ekisreba maT. bsp-s faruli forma, Cveulebriv, moicavs im faseulobebs,
normebsa da wesebs, romlebic xSirad ganapirobeben savaldebulo
moTxovnebs korporaciebTan mimarTebiT iseT sakiTxebSi, romlebsac qvey-
nis sazogadoebrivi, politikuri da ekonomikuri interesebi ganixilavs,
rogorc iuridiuli pirebis movaleobebs.
aSS-s bsp Ria modelis, xolo didi britaneTis faruli modelis ni-
muSs warmoadgens. maT Cven mogvianebiT ganvixilavT. korporaciis socia-
luri aqtiuroba gamoixateba socialuri programebis ganxorcielebaSi.
socialuri aqtiurobis programebis ganmasxvavebel Taviseburebebs warmo-
adgens maTi ganxorcielebis nebayoflobiToba, sistemuri xasiaTi da
korporaciis ganviTarebis misiasTan da strategiasTan kavSiri.
korporaciebi ganaxorcieleben Semdegi tipis programebs:
_ sakuTar programebs;
_ saxelmwifoebrivi marTvis adgilobriv, regionalur da federa-
lur organoebTan partniorobis programebs;
_ arakomerciul organizaciebTan partniorobis programebs;
_ sazogadoebriv organoebTan da profesionalur gaerTianebebTan
TanamSromlobis programebs.
rac Seexeba korporaciuli socialuri programebis marTvas, igi Sem-
degi etapebisgan Sedgeba:
_ korporaciis socialuri politikis prioritetebis gansazRvra;
_ socialuri programebis marTvis specialuri struqturis Seqmna;
_ saswavlo programebis Catareba socialuri pasuxismgeblobis sfe-
roSi;
_ korporaciis socialuri programebis realizacia;
socialuri programebi es aris korporaciis mier nebayoflobiT gan-
xorcielebuli saqmianoba garemos dacvis, personalis ganviTarebis, Sro-
mis xelsayreli pirobebis Seqmnis, adgilobrivi sazogadoebrivi dajgu-
febebis xelSewyobis mimarTulebiT; saqvelmoqmedo saqmianoba da keTil-
sindisieri saqmiani praqtika. amasTan, mTavar kriteriums warmoadgns
programebis Sesabamisoba biznesis ganviTarebis miznebsa da strategias-
Tan.
_ korporaciis socialuri programebis Sedegebis Sefaseba da dain-
teresebul pirebze dayvana.
socialuri programebis ZiriTadi mimarTulebebia:
keTilsindisieri saqmiani praqtika – korporaciis socialuri prog-
ramebis mimarTuleba, romlis mizania mimwodeblebs, biznes-partniorebs
da korporaciis klientebs Soris keTilsindisieri saqmiani praqtikis mi-
Rebisa da gavrcelebis xelSewyoba;
bunebisdacviTi saqmianoba da resursdazogva – korporaciis socia-
luri programebis mimarTulebebi, romlebic xorcieldeba korporaciis
iniciativiT garemoze mavne zemoqmedebis Semcirebis mizniT (bunebrivi re-
sursebis ekonomiuri moxmarebis, narCenebis ganmeorebiTi moxmarebisa da
utilizaciis, garemos dabinZurebis aRmofxvris, ekologiurad usafrTxo
sawarmoo procesis organizaciis, ekologiurad usafrTxo satransporto
gadazidvebis organizaciis programebi);
adgilobrivi sazogadoebis ganviTareba – korporaciis socialuri
programebis mimarTuleba, romelic nebayoflobiT sawyisze xorcieldeba

40
da mowodebulia, wvlili Seitanos adgilobrivi sazogadoebis ganviTare-
baSi (socialuri programebi da mosaxleobis socialurad daucveli fe-
nebis xelSewyobis aqciebi, bavSvebisaTvis daxmarebis gaweva, sabinao-komu-
naluri meurneobis da kulturul-istoriuli mniSvnelobis obieqtebis
SenarCunebis da ganviTarebis xelSewyoba, adgilobrivi kulturul-sagan-
manaTleblo da sportuli organizaciebisa da RonisZiebebis sponsoroba,
socialurad mniSvnelovan gamokvlevaTa xelSewyoba, saqvelmoqmedo aqci-
ebSi monawileoba);
personalis ganviTareba – korporaciebis socialuri programebis mi-
marTulebaa, romelic tardeba personalis ganviTarebis strategiis far-
glebSi niWieri TanamSromlebis mozidvisa da SenarCunebis mizniT (swav-
leba da profesionaluri ganaTleba, Sromis anazRaurebis motivaciuri
sqemebis gamoyeneba, dasvenebis pirobebis Seqmna, organizaciaSi Sida ko-
munikaciebis SenarCuneba, muSakTa monawileoba mmarTvelobiTi gadawyve-
tilebebis miRebaSi;
socialurad pasuxismgebeli restruqturizacia – korporaciis soci-
aluri programebis mimarTuleba, romelic uzrunvelyofs restruqturi-
zaciis Catarebas socialuri pasuxismgeblobis principidan gamomdinare,
uwinares yovlisa, korporaciis personalis interesebSi;
socialurad pasuxismgebeli investireba – investireba, romelic
mdgomareobs ara marto finansuri Semosavlebis gazrdaSi, aramed socia-
luri miznebis realizaciaSi, Cveulebriv, eTikuri normebis dacviT moq-
med korporaciebSi investirebis gziT.
socialuri programebis realizaciis instrumentebia:
1. saqvelmoqmedo Semowirulobebi da sponsoris daxmareba _ daxmare-
bis forma, romelic gaiweva korporaciis mier socialuri programebis
gasatareblad rogorc fuladi, ise naturaluri formiT (produqcia, ad-
ministraciuli saTavsoebi, transporti, saprizo fondebi da sxva);
2. korporaciis TanamSromelTa delegireba – korporaciis TanamSro-
melTa nebayoflobiTi CarTva daxmarebis mimRebze drois, codnis, Cveve-
bis, informaciis, kontaqtebis usasyidlo gadacemis gziT;
3. fuladi grantebi – safinanso daxmarebis forma, romelic gamoiyo-
fa ganaTlebis sferoSi socialuri programebis sarealizaciod da gamo-
yenebiTi kvlevebis Casatareblad. grantebi – socialuri programebis rea-
lizaciis erT-erTi yvelaze xelmisawvdomi da tradiciuli instrumentia.
rogorc wesi, grantebi ama Tu im xarisxiT, dakavSirebulia korporaciis
ZiriTad saqmianobasTan da biznesis strategiul mizanTan;
4. korporaciuli sponsoroba – korporaciis mier sxvadasxva resur-
sebis miwodeba obieqtebisa da nagebobebis Sesaqmnelad, organizaciebisa
da RonisZiebaTa mxardasaWerad, romelic, rogorc wesi, sazogadoebriv
xasiaTs atarebs, TavianTi saqmianobis reklamis mizniT;
5. korporaciuli fondi – fondi, romelic iqmneba korporaciis mier
misi socialuri saqmianobis realizaciis mizniT;
6. socialuri investiciebi – finansuri daxmarebis forma, romelic
gamoiyofa korporaciis mier grZelvadiani da rogorc wesi, erToblivi
partnioruli socialuri programebis sarealizaciod, romelic gamiznu-
lia socialuri daZabulobis Sesamcireblad da sazogadoebis sxvadasxva
fenis cxovrebis donis asamaRleblad;
7. socialurad mniSvnelovani marketingi – safinanso daxmarebis
forma, romelic mdgomareobs konkretuli saqonlis gayidvidan garkveu-

41
li procentis gacemaSi korporaciis socialuri problemebis gasatareb-
lad;
8. sponsoroba – iuridiuli an fizikuri piris (sponsoris) mier
wvlilis Setana (qonebis gadacema, inteleqtualuri saqmianobis Sedege-
bis, momsaxurebis gaweva, samuSaoebis Catareba) sxva iuridiuli, an fizi-
kuri piris saqmianobaSi, im pirobiT, rom es ukanaskneli reklamas gau-
wevs mis saqonels, sponsorobas.
sazogadoebaSi biznesis rolis Sesaxeb diskusiam korporaciebis so-
cialurad pasuxismgebeli moqmedebis Taobaze uamravi argumenti warmoqm-
na rogorc mis sasargeblod, ise winaaRmdeg.
argumentebi socialuri pasuxismgeblobis sasargeblod:
1. biznesisaTvis xelsayreli grZelvadiani perspeqtivebis Seqmna. fir-
mebis socialuri qmedebebi aumjobesebs sazogadoebis cxovrebas, an Tavi-
dan icilebs saxelmwifos Carevis aucileblobas. rac ufro uzrunvel-
yofilia sazogadoeba socialuri TvalsazrisiT, miT ufro xelsayreli
pirobebi iqmneba biznesisaTvis. garda amisa, im SemTxvevaSic ki, rodesac
socialur qmedebebTan dakavSirebuli danaxarjebi maRalia, grZelvadian
perspeqtivaSi isini mogebis stimulirebas axdenen, ramdenadac momxmareb-
lebSi, mimwodeblebSi da sazogadoebaSi kompaniis mimzidveli imiji ya-
libdeba.
2. farTo publikis moTxovnilebebis da molodinis cvlileba. biz-
nesTan dakavSirebuli socialuri molodini XX saukunis 60-iani wlebi-
dan icvleba. sazogadoebis mxridan axal moTxovnilebebsa da kompaniebis
realur gamoxmaurebas Soris sxvaobis minimumamde dasayvanad, maTi CarT-
va da monawileoba socialuri problemebis gadawyvetaSi sasurveli da
aucilebelic ki xdeba.
3. resursebis arseboba socialuri problemebis gadaWraSi daxmare-
bis gasawevad. ramdenadac biznesi mniSvnelovan finansur da adamianur
resursebs flobs, mas SeuZlia misi nawili gaiRos socialuri saWiroe-
bisaTvis.
4. moraluri valdebuleba socialurad pasuxismgebeli qmedebisaTvis.
kompania sazogadoebis wevria, amdenad Tavis saqmianobaSi igi moraluri
normebiT unda xelmZRvanelobdes. sazogadoebis individualuri wevrebis
msgavsad, kompania unda moqmedebdes socialuri pasuxismgeblobis mixed-
viT da xels uwyobdes sazogadoebis moraluri sawyisebis ganmtkicebas.
metic, ramdenadac kanonebiT SeuZlebelia cxovrebis yvela mxaris mocva,
kompaniebma pasuxismgebeli qmedebebiT mxari unda dauWiron sazogadoe-
bas, romelic dafuZnebulia wesrigsa da kanonierebaze.
argumentebi socialuri pasuxismgeblobis winaaRmdeg:
1. mogebis maqsimizaciis principis darRveva. resursebis nawilis ga-
moyofa socialur saWiroebaze mogebis maqsimizaciis principis moqmede-
bas amcirebs. kompania socialurad pasuxismgebelia, Tu mxolod ekonomi-
kur interesebzea orientirebuli da socialur problemebs utovebs sa-
xelmwifo organoebs, saqvelmoqmedo institutebs da saganmanaTleblo
organizaciebs.
2. danaxarjebi socialur pasuxismgeblobaze socialur saWiroebaze
gamoyofili saxsrebi firmebisaTvis danaxarjebia. saboloo jamSi, es da-
naxarjebi momxmareblebze gadadis fasebis momatebis saxiT. garda amisa,
is firmebi, romlebic saerTaSoriso bazarze saqmianoben, sxva qveynis
firmebTan SedarebiT, romlebic ar awarmoeben socialur danaxarjebs,

42
arasasurvel mdgomareobaSi aRmoCndebian. Sedegad, mcirdeba maTi gasaRe-
ba saerTaSoriso bazarze.
3. sazogadoebis winaSe angariSebis arasakmarisi done. ramdenadac
mmarTvelebs ar irCeven, isini ar arian uSualod angariSvaldebulni sa-
zogadoebis winaSe. sabazro sistema kargad akontrolebs firmebis ekono-
mikur maCveneblebs da cudad – maT socialur aqtiurobas. vidre sazoga-
doeba ar SeimuSavebs sawarmoebis pirdapiri angariSgebis wess, ukanaskne-
li ar miiRebs monawileobas socialur qmedebebSi, romlebzec is ar
Tvlis Tavs pasuxismgeblad.
4. socialuri problemebis gadaWrisaTvis codnis ukmarisoba. nebismi-
eri kompaniis personali yvelaze kargadaa momzadebuli ekonomikis, baz-
ris da teqnikis sferoSi. mas aklia gamocdileba, romelic mniSvnelovani
wvlilis Setanis saSualebas miscemda socialuri xasiaTis problemebis
gadaWraSi. saxelmwifo dawesebulebebSi da saqvelmoqmedo organizacieb-
Si momuSave specialistebma xeli unda Seuwyon sazogadoebis srulyofas.
biznesis socialuri pasuxismgeblobis mimarT oTxi ZiriTadi midgo-
ma arsebobs: 1) sabazro. 2) midgoma saxelmwifoebrivi regulirebis pozi-
ciidan. 3) midgoma „korporaciuli sindisis~ poziciidan. 4) midgoma „da-
interesebuli piris~ poziciebidan.
sabazro midgoma. igi korporaciebis saqmianobis regulirebis mza
formas uzrunvelyofs da Tavidan icilebs saxelmwifos biurokratiuli
Carevis aucileblobas. sabazro midgomis Tanaxmad, momxmarebeli yovelT-
vis ufro xelsayrel mdgomareobaSia iseT sazogadoebaSi, sadac korpo-
raciebi Tavisufali konkurenciis pirobebSi mxolod mogebis zrdis
principiT xelmZRvaneloben. es midgoma mniSvnelovan mxardaWeras pou-
lobs zogad ekonomikuri TeoriaSi.
am midgomis susti mxare imaSia, rom igi ar moicavs socialur prob-
lemebs, romlebic warmoadgenen e.w. bazris „Cavardnebis~ gamoxatulebas
(mag., metalurgiuli qarxana mdinares abinZurebs Sxamiani narCenebiT da
zrdis kiboTi daavadebulTa raodenobas). amgvari Tanmdevi efeqtebis
sul ufro mzardi xasiaTi Tanamedrove industriul qveynebSi iwvevs imis
aucileblobas, rom Tavisufali bazris „uxilav xels~ SeiZleba daxmare-
ba dasWirdes. magram, vin gauwevs mas am daxmarebas? saxelmwifo? msxvili
samrewvelo gaerTianebebi? korporaciebis specialuri qvedanayofebi?
sabazro midgomis Tanaxmad, rogorc ki bazris garda sxva vinmes van-
dobT korporaciis saqmianobis regulirebas, ixsneba pandoras yuTi biu-
rokratiuli marTviT da ekonomikuri araefeqtianobiT. amrigad, erTi
problemis gadawyvetiT, uamravi sxva iCens Tavs. Tumca, „Cavardnis~, an
Tanmdevi efeqtebis problema, rasakvirvelia, arcTu umniSvneloa da sa-
bazro midgoma kidev ufro naklebad mimzidvelia, Tu uars vityviT baz-
ris Tavisufal konkurenciaze da vaRiarebT oligarqebis da monopolie-
bis mxridan bazarze zewolis uamravi formis arsebobas. miuxedavad ami-
sa, bsp-s mimarT aseT midgomas uamravi mimdevari gauCnda aSS-sa da sxva
qveynebSi.
midgoma saxelmwifo regulirebis poziciebidan. am midgomis uamravi
„momxre~ da „sapirispiro~ argumenti damokidebulia TiToeuli adamianis
warmodgenaze mTavrobasa da adamianis bunebaze. am midgomis momxreTa
umravlesoba saxelmwifo struqturebs ganixilavs, rogorc saqmian cxov-
rebaze uflebamosil damkvirveblebs, Tumca, saxelmwifo regulireba
arasodes ar aris srulyofili. metic, rogorc wesi, isini Tvlian, rom

43
adamianebi, TavianTi bunebidan gamomdinare, daSinebas saWiroeben, raTa
codva ar Caidinon (sxvadasxva iuridiuli saSualebebiT).
am midgomis sasargeblod mohyavT argumenti, rom kanoni xSirad eTi-
kuri gadawyvetilebebis safuZvlad gamoiyeneba, miuxedavad imisa, rom igi
cudadaa morgebuli am miznebs. amis mizezi ki, savaraudod, moqalaqeTa
umravlesobis dabali zneobrivi donea. rogorc kvlevebidan Cans, bevri
adamianisaTvis, gansxvaveba swor da araswor saqciels Soris ganisazRv-
reba maTi kanonierebis xarisxiT. aseT SemTxvevaSi kanoni SeiZleba eTiku-
ri saqcielis donis amaRlebis instrumentad mogvevlinos. Tumca, aris
erTi „magram~. Tu kanons mivaniWebT sazogadoebis zneobrivi aRmzrdelis
rols, is unda iyos „kargi~ kanoni. kargi im gagebiT, rom unda iyos kar-
gad mofiqrebuli, mkafiod Camoyalibebuli da Tanmimdevrulad gatardes
cxovrebaSi. samwuxarod, kanonTa umravlesoba iSviaTad akmayofilebs
Tundac erT-erTs am moTxovnilebebidan. es faqtori mniSvnelovnad akni-
nebs saxelmwifoebrivi kanonis zneobriv aRmzrdelobiT rols.
sazogadoebrivi regulirebis poziciebidan midgomis naklovanebebi
ukavSirdeba Tanamedrove industriul saxelmwifoSi biznesis marTvis
did sirTuleebs. msoflios umetes qveyanaSi samoqalaqo kanonmdeblobas
sisxlis samarTlis kanonmdeblobasTan SedarebiT naklebi sicxade da
Tanmimdevruloba axasiaTebs. Tu gaviTvaliswinebT imasac, rom sisxlis
samarTlis kanonebi araTanmimdevrulobiT gamoirCevian, maSin gasagebia
Tu ratom aSfoTebT biznesmenebsa da specialistebs samoqalaqo kanonm-
deblobis gamoyeneba biznesis saqmianobis regulirebisaTvis. metic, miu-
xedavad imisa, rom zogierT saxelmwifo uwyebas ekisreba mrewvelobis
romelime dargis saqmianobis regulireba, xSirad igi TviTon xdeba damo-
kidebuli sxva dargze. amis mizezi ramdenime faqtoria:
_ jer erTi, nebismieri dargi moiTxovs specifikur midgomas marTva-
Si da saxelmwifo struqturebs daxmarebisaTvis amave dargSi momuSave
eqspertebTan uwevT urTierToba. es iwvevs saTanado kritikis ararsebo-
bas, marTvaSi „TviTmomsaxurebas~. Sedegad dargi TviTon adgens reguli-
rebis wess da uZRveba sakuTar saqmianobas saxelmwifoebrivi struqture-
bis arcTu mkacri kontrolis qveS.
meorec, Zalian xSirad saxelmwifo mmarTvelobiTi struqturebis mu-
Sakebi Sesabamisi dargidan arian mosuli da saxelmwifo samsaxuris das-
rulebisas isev dargSi brundebian. aseT muSakebs Sinagani konfliqti
awuxebT: erTis mxriv, maT undaT, Rirseulad Seasrulon TavianTi
mmarTvelobiTi movaleobebi, meores mxriv, ar undaT urTierTobis gamwva-
veba TavianT momaval damqiraveblebTan.
am siZneleebis miuxedavad, midgoma saxelmwifo regulirebis pozici-
ebidan efeqtiani aRmoCnda biznesis marTvis zogierT dargSi (gansakuTre-
biT momxmarebelTa dacvaSi). metic, ucnobia, ramdenad garTuldeba saqme,
Tuki saxelmwifos mxridan ar moxdeba biznesis regulireba. cxadia, rom
ar SegviZlia am midgomis arc mTlianad uaryofa da arc enTuziazmiT mi-
Reba.
midgoma korporaciuli sindisis poziciebidan. am poziciis Zlieri
mxare mdgomareobs imaSi, rom misi kriteriumia moraluri pasuxismgeblo-
ba, romelic warmoiqmneba korporaciis SigniT (da ara rogorc gare faq-
tori), e.i. aq arsebobs TviTregulirebis SesaZlebloba (da ara moTxovna-
miwodebis urTierTobaTa regulireba saxelmwifo struqturebis mier).
bazris da saxelmwifos maRaleTikuri qcevis stimulirebis aSkara uuna-
robis fonze (vinaidan maTi funqciebi, mimarTulia mavne qmedebebis aR-

44
mofxvraze), korporaciuli sindisis poziciebidan midgoma warmoadgens
gare regulirebis mravlismomcem xerxs.
am midgomis mamoZravebelia jansaRi, eTikurad gamowrTobili korpo-
raciuli kultura. am kulturis faseulobebi SeiZleba Tavmoyril iqnas
korporaciis eTikur kodeqsSi, an ubralod aisaxos mis reputaciaze. ne-
bismier SemTxvevaSi korporaciuli sindisis poziciebidan midgoma eyrd-
noba ZiriTadad zogadsakacobrio faseulobebs, romelsac ufrTxildeba
rogorc xelmZRvaneloba, ise xelqveiTebi.
midgoma „dainteresebuli pirTa~ poziciebidan. biznesSi klasikuri
mosazreba mdgomareobs imaSi, rom korporaciebs gaaCnia valdebulebebi
aqcionerebis winaSe, romelic wminda da uryevia. korporaciebis moqmede-
ba, an umoqmedoba nakarnaxevi unda iyos aqcionerebze zrunviT, romlebic
dainteresebulni arian iseTi maCveneblebiT, rogoricaa: aqciebis sabirJo
kursi, Semosavali aqciaze, an nebismieri sxva safinanso maCvenebeli. iTv-
leba rom, aqcionerTa interesebze zrunva xelmZRvanelobis erT-erTi mo-
valeoba unda iyos. amrigad, nebismieri qmedeba, miRebuli xelmZRvanelo-
bis mier, saboloo jamSi unda Sefasdes imis mixedviT, emsaxureba Tu ara
igi korporaciebisa da misi aqcionerebis interesebs.
Tanamedrove pirobebSi gaCnda axali midgoma korporaciebis marTvi-
sadmi, misi rogorc sazogadoebis socialuri struqturis nawilis gage-
biT, romlis winaSec igi pasuxismgebelia. es midgoma dakavSirebulia cne-
basTan „dainteresebuli pirebi~.
termini „dainteresebuli pirebi~ (stakeholder), pirvelad gamoiyenes
1963 wels stenfordis kvleviTi institutis Sida memorandumSi. mas mie-
kuTvneba „is jgufebi, romelTa mxardaWeris gareSe organizacia wyvets
Tavis arsebobas~ [94,c.178]. dainteresebul pirTa CamonaTvali Tavdapirve-
lad moicavda aqcionerebs, muSa-mosamsaxureebs, myidvelebs, mimwodeb-
lebs, kreditorebs da sxv. am koncefciaze dafuZnebuli analizi, rome-
lic saTaves iRebs i. ansofis da r. stiuartis (korporacia Locrhecd-is
dagegmvis ganyofileba), Semdeg ki m. doSeris da r. stiuartis (stendor-
fis kvleviTi institutis) naSromebSi, mniSvnelovan rols asrulebda da
axlac asrulebs korporaciebis saqmianobis dagegmvis procesSi.
es Teoria mogvianebiT ramdenime mimarTulebiT ganviTarda misi
erT-erTi avtori iZulebuli gaxda eRiarebina, rom „dainteresebul pir-
Ta~ zusti wanamZRvrebis dadgena SeuZlebelia. Tavis klasikur naSromSi
i. ansofi am Teoriis debulebebs iyenebs. Tumca, rogorc mogvianebiT aR-
moCnda, „movaleobebi~ da „miznebi~ ar arian „sinonimebi~. „dainteresebul
pirTa~ TeoriaSi isini erT cnebamdea dayvanili. am Teoriis mixedviT,
firmis miznebi aucilebelia ganisazRvros am firmaSi „dainteresebul
pirTa~ (menejerebis, muSebis, aqcionerebis, mimwodeblebis, kreditorebis
da a.S.) winaaRmdegobrivi moTxovnilebebis dabalansebis gziT.
analogiur mosazrebas ansofi sxva avtorebsac miawers, magram ganag-
rZobs „dainteresebul pirTa Teoriis~ uaryofas ekonomikur da socia-
lur miznebad dayofis sasargeblod, amasTan, es ukanasknelni axdenen
„meorad cvalebad da Semaferxebel gavlenas~ pirvelze.
XX saukunis 60-iani wlebis bolos da 70-iani wlebis dasawyisSi „da-
interesebul pirTa~ koncefciis damuSaveba nel-nela mimdinareobs. gamo-
naklisia Svedi erik renmanis naSromi, romelmac es koncefcia samrewve-
lo demokratias moargo. 70-iani wlebis naxevarSi mkvlevarTa jgufma
sistemebis Teoriis dargSi rasel akofis meTaurobiT „ganmeorebiT aRmo-
aCina~ analizi am koncefciis safuZvelze, an, ukidures SemTxvevaSi, anso-

45
fis SeniSvna ufro seriozulad aRiqva. warmoadgens ra organizacias,
rogorc Ria sistemas, akofi amtkicebs, rom uamravi socialuri proble-
mis gadaWra SeiZleba ZiriTadi institutebis gardaqmnisa da sistemaSi
„dainteresebul pirTa~ xelSewyobiTa da urTierTqmedebiT.
70-iani wlebis dasawyisSi harvardis universitetTan arsebulma biz-
nesis skolam Caatara gamokvlevebi korporaciebis socialuri pasuxism-
geblobis sferoSi. miRebul iqna sakmaod STambeWdavi Sedegebi, magram,
gansakuTrebiT mniSvnelovania socialuri pasuxismgeblobis pragmatuli
modelis SemuSaveba, romelmac miiRo „korporaciebis socialuri pasuxis-
mgeblobis~ modelis saxelwodeba, sadac harvardis mecnierebma socialu-
ri problemebis analizi strategiisa da organizaciis tradiciul sfe-
roebs daukavSires.
70-iani wlebis bolos aSkara gaxda strategiuli marTvis procesebis
gafarToebis aucilebloba, romelSic gaTvaliswinebuli iqneboda saxel-
mwifosTan dakavSirebuli biznesis aratradiciuli problemebi saerTo
interesebiT gaerTianebuli jgufebis, profgaerTianebebis, sazRvargare-
Tuli konkurentebis, aqcioner-disidentebis1 mier da rTuli probleme-
bi, iseTi, rogoricaa muSaTa uflebebi, Tanabari SesaZleblobebi, gare-
mos dabinZureba, momxmarebelTa uflebebi, tarifebi, saxelmwifoebrivi
regulireba. aseTi procesebis ganviTarebis mizniT 1977 wels hartonis
skola Tavis gamoyenebiT kvlevaTa centrSi Seudga „dainteresebul pir-
Ta~ proeqtis Seqmnas. am proeqtis miznebi iTvaliswinebda marTvis iseTi
Teoriis SemuSavebas, romelic xelmZRvanelobas mudmivad cvalebad viTa-
rebaSi korporaciis strategiis Camoyalibebis saSualebas miscemda. gamo-
iyeneboda moqmedebaTa modeli, romlis meSveobiT „dainteresebul pirTa~
Teoria realur SemTxvevebze iqna agebuli.
amJamad am proeqtis farglebSi „dainteresebul pirTa~ koncefciis
arsi gamoiyeneba sam doneze: rogorc menejmentis Teoria, rogorc proce-
si praqtikosebisaTvis strategiul marTvaSi gamoyenebisaTvis da rogorc
koordinatTa sistema analizisaTvis. Teoriul doneze aucilebelia, avx-
snaT aqcioneris Secvla „dainteresebul pirze~. pirveli sirTule am do-
neze _ cneba „dainteresebuli piris~ mkafio ganmartebaa. Tavdapirveli
ganmarteba, romelic mocemul iqna stenfordis kvleviTi institutis mi-
er, zedmetad zogad xasiaTs atarebs, imisaTvis, raTa movaxdinoT strate-
giulad mniSvnelovani jgufebis identificireba, konkretuli jgufebis
moqmedebebze, miznebze da motivebze strategiulad sasargeblo informa-
ciis misaRebad, saWiroa ufro konkretuli da Sinaarsobrivi ganmarteba.
r. fridmenma da d. ridma warmoadgines „dainteresebuli piris~ ori
ganmarteba: erTi _ farTo gagebiT, romelic moicavs jgufebs, sadac mo-
kavSireebi, an mowinaaRmdegebi arian, da meore – viwro gagebiT, romel-
Sic ZiriTadad stenfordis kvleviTi institutis ganmartebis arsia gad-
mocemuli, magram, ufro dakonkretebuli.
„dainteresebuli piri~ farTo gagebiT – nebismieri jgufi an piria,
romelsac SeuZliaT gavlena moaxdinon organizaciis mier miznis miRwe-
vaze. am mosazrebiT „dainteresebul pirebs~ warmoadgenen saerTo intere-
sebiT gaerTianebuli sazogadoebrivi jgufebi, samTavrobo organizacie-
bi, profgaerTianebebi, konkurentebi, kavSirebi, agreTve muSa-mosamsaxure-
ebi, myidvelTa jgufebi, aqciaTa mflobelebi da a.S.
„dainteresebuli piri~ viwro gagebiT – nebismieri jgufi an piria,
romelzec organizaciis Semdgomi sicocxlisunarianobaa damokidebuli.
am gagebiT „dainteresebuli pirebs~ warmoadgenen muSa-mosamsaxureebi,

46
myidvelTa jgufebi, zogierTi mimwodebeli, ZiriTadi samTavrobo orga-
noebi, zogierTi finansuri organo da a.S.
„dainteresebuli piris~ koncefciis ganxorcielebis konkretuli re-
komendaciebi Zalian mravalferovania. es SeiZleba iyos, magaliTad, „da-
interesebul pirTa~ jgufebis CarTva strategiul gadawyvetilebaTa mi-
Rebis procesSi. ase, aSS-Si sazogadoebrivi sargeblobis zogierTi sa-
warmo xSirad mimarTavs „dainteresebul pirTa~ ricxvidan konsultaciu-
ri jgufebis momsaxurebas.
1aqcioner-disidenti-aqcioneri, romelci ar eTanxmeba kompaniis xel-
mZRvanelobis politikas.

III. 5. biznesis eTikis arsi da specifika

eTika erT-erTi uZvelesi Teoriuli disciplinaa. misi kvlevis obieq-

ti moralia. termini „eTika~ zneobriobis moZRvrebis aRsaniSnavad jer
kidev aristotelem gamoiyena da gansazRvra, rom igi „gvexmareba imis Se-
mecnebaSi, Tu ra unda vakeToT da risgan SevikavoT Tavi~.
biznesis eTika profesionaluri eTikis erT-erTi nairsaxeobaa. zogi-
erTi mkvlevari da praqtikosi miiCnevs, rom es cneba gansazRvravs bizne-
sis profesionalebis qcevas da praqtikul saqmianobas. zogierTi Tvlis,
rom es aris moraluri standartebis erToblioba, romelsac bevri aRia-
rebs, magram mcire nawili Tu misdevs. arian iseTebic, romlebic saerTod
uaryofen TviT biznesis eTikis arsebobas.
biznesis eTika Cven gvesmis, rogorc eTikuri principebis gamoyeneba
saqmianobaSi. am kuTxiT biznesis eTikis kursi warmoadgens eTikis Teori-
is da iseTi saqmis sinTezs, rogoricaa organizaciuli qmedeba, ekonomika,
strategiuli dagegmva, finansebi, aRricxva, marketingi, gaZRolis tradi-
ciuli swavleba da sxv. igi ar aris moraluri standartebis ubralo
nakrebi, aramed biznesSi dasaqmebuli adamianis winaSe mdgari probleme-
bis analizisa da gadawyvetis instrumentia.
biznesis eTika, rogorc mecnierebis sagani, XX saukunis 70-ian wleb-
Si aSS-Si Camoyalibda. am periodSi samecniero presasa da saqmian samya-
ros Soris sul ufro metad SeimCneva erTsulovneba profesional biz-
nesmenTa „eTikuri cnobierebis~ amaRlebis aucileblobis Taobaze. zogi-
erTi specialisti „sazogadoebis winaSe korporaciebis pasuxismgeblo-
bis~ amaRlebis aucileblobaze msjelobs. zogierTi ki yuradRebas amax-
vilebs korufciis gaxSirebul SemTxvevebze rogorc samTavrobo biurok-
ratiis, ise firmis (korporaciebis) warmomadgenlebis mxridan.
XX saukunis 80-iani wlebis dasawyisSi biznesis eTika specialiste-
bis Seswavlis umniSvnelovanesi sagani gaxda. biznesis eTikaze uamravi
wigni gamoica da aSS-s biznesis skolebis umetesobam is Tavis saswavlo
programebSi CarTo.
eTikuri cnobierebis xarisxis amaRlebis aucilebloba gansakuTre-
biT TvalsaCinoa Tanamedrove biznesSi momxdari istoriuli cvlilebe-
bis fonze: pirveli _ korporaciulobis donis amaRlebisa da meore _ in-
formaciuli revoluciis fonze.
rogorc aRiniSna, XX saukunis meore naxevarSi korporaciebis rao-
denobis mniSvnelovan zrdas hqonda adgili. amJamad msoflios umetes
qveyanas nebismieri msxvili korporaciis yovelwliur Semosavalze nak-
lebi mSp gaaCnia. ase magaliTad, jer kidev 80-iani wlebis bolos „Exxon
Corporation~-is yovelwliuri Semosavali aRemateboda koreis, an indonezi-

47
is mSp-s; „Royal Dutch Shell~-is wliuri Semosavlebi ufro maRalia, vidre
belgiis, CexeTis an argentinis mSp; „General Motors~- is mTliani wliuri Se-
mosavlebi avstriis mSp-s aRemateba; „Mobil~-is Semosavlebi daniis da fi-
neTis mSp-s aRemateba; „Ford Motor Company~-is yovelwliuri Semosavlebi me-
tia tailandis mSp-ze da sxv. [94, c. 60].
Tanamedrove korporaciebis erT-erTi naklia biurokratiuli organi-
zaciuli struqturebis gardauvali zrda.
amasTan, izrdeba biurokratiuli struqturebisTvis damaxasiaTebeli
tendencia, romelic ierarqiulad zemdgomi pirisadmi usityvo morCileba-
Si mdgomareobs. es tendencia Trgunavs pirad iniciativas, amasTan, uamrav
eTikur problemas uqmnis im pirebs, romlebic pasuxismgebelni arian ga-
dawyvetilebebis miRebaze. es, Tavis mxriv, ganapirobebs iseT viTarebas,
rodesac kargi da patiosani adamianic ki cud da uRirs saqciels sCa-
dis, Tumca, es korporaciis sakeTildReod keTdeba.
Tanamedrove biznesis organizaciaSi meore istoriuli cvlileba –
informaciuli revoluciaa. kompiuteris SeqmnasTan erTad cxovreba de-
damiwaze Zirfesvianad icvleba. kompiuterma namdvili informaciuli re-
volucia moaxdina, man gacilebiT meti zegavlena moaxdina sazogadoeba-
ze, vidre samrewvelo revoluciam XVIII saukuneSi.
biznesis Tanamedrove profesionalebi _ informaciuli eris mTavari
ideologebi – pasuxismgebelni arian qcevis eTikuri kanonebis cxovreba-
Si gatarebaze (zogjer maT kompiuterul eTikas, qselur eTikas da a.S.
uwodeben). es ganapirobebs kidevac biznesis profesionalebis mier eTikis
Seswavlis aucileblobas.
rogorc aRvniSne, biznesis eTika aris samecniero disciplina, rome-
lic saqmian cxovrebaSi eTikuri principebis gamoyenebas Seiswavlis (ix.
naxati 5).

moralis
Teoria

biznesis menejmenti
eTika
fsiqologia

ekonomika

naxati #5. biznesis eTikasa da mecnierebis sxva sferos Soris

urTierTdamokidebuleba.

biznesis eTikaSi yvelaze ufro sayuradRebo sakiTxebia: biznesis

(korporaciul) da universalur eTikas Soris urTierTobebi, organizaci-
is eTikuri donis amaRlebis saSualebebi, religiuri da kulturuli fa-
seulobebis zegavlena ekonomikur qmedebaze da sxv.
tradiciulad biznesis eTikas makroeTikad da mikroeTikad yofen.
makroeTikis qveS igulisxmeba biznesis eTikis is nawili, romelic mora-
lur urTierTobaTa specifikas ganixilavs, rogorc sazogadoebis socia-
luri da ekonomikuri struqturis makrosubieqtebs Soris urTierTobas:
mTlianad korporaciebs Soris, saxelmwifos da sazogadoebas Soris, ag-

48
reTve, mis nawilebs Soris. mikroeTikis qveS _ firmis (korporaciis) Sig-
niT, korporaciebs Soris, da aqciebis mflobelebs Soris moralur ur-
TierTobaTa specifikis gamokleva.
makrosubieqtTa Soris moralur urTierTobaTa sistemaSi specialis-
tebi or dones gamoyofen: horizontalurs da vertikalurs. horizonta-
lur doneze ganixilaven moralur urTierTobebs erTnairi maxasiaTeble-
bis mqone subieqtebs Soris, sxvadasxva firmebs (korporaciebs) Soris;
vertikalur doneze – moralur urTierTobebs subieqtebs Soris, romleb-
sac sxvadasxva maxasiaTebeli da Tvisebebi gaaCniaT. magaliTad, urTier-
Tobebi saxelmwifosa da korporaciebs Soris; korporaciebsa da sazoga-
doebas Soris, korporaciebsa da garemos Soris.
adamianebis umravlesoba eTikur gadawyvetilebebs mikrodoneze
iRebs, e.i. roca adamiani pasuxismgebelia Tavis qmedebaze da iRebs ga-
dawyvetilebebs, romelic exeba kolegebs an mcire dajgufebas. magram,
zogierTi adamiani adre Tu gvian gadawyvetilebas iRebs makrodoneze,
magaliTad, rodesac uSualod monawileobs saxelmwifos erovnuli po-
litikis formirebaSi.

II. 6. saqmiani eTikis safuZvlebi

firma moqmedebs rogorc erTiani sistema, romelic Sedgeba

sxvadasxva urTierTdakavSirebuli elementebisa da saqmiani
monawileebisagan. esenia: menejerebi, Tanamflobelebi, mosamsaxureebi,
momxmareblebi da mTlianad sazogadoeba.
progresirebadi firmebis xelmZRvanelebi cdiloben, gaiTvaliswinon
yvela saqmiani monawilis interesebi. Tumca, saqmian monawileebs Sorisac
SeiZleba warmoiSvas interesTa konfliqti. magaliTad, Tu menejerebs
mogebis amaRlebis mizniT uwevT xarisxis gauareseba.
dRevandel dRes biznesi xelmZRvanelobs gacilebiT ufro rTuli
eTikuri normebiT, vidre nebismier sxva dros. XIX saukunis bolos da
XX saukunis dasawyisSi, mewarmeebs Soris dominirebs mosazreba, romlis
Sesabamisad, biznesis erTaderTi daniSnuleba iyo mogebis miReba.
gamoxatavda ra am sakiTxisadmi saerTo mosazrebas, rkinigzis
industriis magnati, uiliam vanderbildi aRniSnavda: `eSmaksac wauRia
xalxi! me vmuSaob aqcionerebze~ [268, p.3].
am periodSi muSebis umetesoba saqmianobda 60 saaTs kviraSi 1-2
dolaris safasurad. xolo is erTeulebi, romelnic cdilobdnen am
sistemasTan brZolas, ematebodnen umuSevarTa rigebs. Caveat emptor _
`myidvelebo, iyaviT fxizlad~ _ aseTi iyo im drois ZiriTadi lozungi.
`Tu yidulobT saqonels da gadaixadeT masSi fuli, pasuxismgebeli
Tqvens moqmedebaze xarT mxolod Tqven~ _ aseTi iyo im epoqis midgomebi.
ar arsebobda momxmarebelTa uflebebis damcveli organizaciebi da
saxelmwifo dawesebulebi.
aseTma mdgomareobam rig qveynebSi Jurnalistebis da publicistebis
yuradReba miipyro. isini yovelmxriv cdilobdnen, emxilaT es
sazogadoebrivad mankieri, rig SemTxvevaSi ki saSiSi movlenebi. am
Zalisxmevis Sedegad, msoflios wamyvan qveynebSi miRebul iqna kanonTa
paketi (antitrestuli kanonmdebloba, kvebis produqtze kontrolis,
vaWrobis Sesaxeb da sxva kanonebi), romlebic zRudaven kvebis
produqtebisa da medikamentebis gamoyenebas.

49
 miuxedavad am reformebisa, didi represiis wlebamde mogebis miReba
daSvebuli iyo nebismieri gziT, rac warmoadgenda biznesis ZiriTad
masazrdoebel wyaros. 1929 wels aSS-Si adamianebi ganTavisufldnen
biznesis brma morCilebisagan. maSin, rodesac umuSevrobis donem miaRwia
25%-s, daikarga rwmena `uxilavi xelis fenomenis~, avtomaturad marTuli
kapitalizmis, ekonomikuri situaciis daregulirebis miznis mimarT,
gaizarda zewola mTavrobaze. am periodSi msoflios rig qveynebSi
miRebul iqna momuSaveTa, momxmarebelTa da investorTa dacvis kanonebi.
ase magaliTad, aSS-Si prezident franklin ruzveltis zewoliT,
kongresma miiRo socialuri dacvis kanonTa krebuli, romelTa
Sesabamisad, muSebs miecaT sakuTari uflebebis dasacavad
profkavSirebSi gaerTianebis ufleba, dadginda minimaluri xelfasis
norma, SeizRuda kviraSi samuSao dReebis xangrZlivoba, miiRes
arakeTilsindisieri konkurenciis, ukanono reklamis kanonTa krebuli,
investorebis dacvis mizniT, Seiqmna fasiani qaRaldebis komisia.
biznesisadmi ndoba gaizarda didi depresiis Semdgom wlebSi da
sagrZnoblad amaRlda meore msoflio omis dasawyisSi. 50-ian wlebSi
msoflioSi bizness, mTavrobasa da sazogadoebas Soris urTierToba
sagrZnoblad daregulirda. 60–ian wlebSi msoflios sazogadoeba
gaaqtiurda sami: garemos dacvis, erovnuli usafrTxoebis, momxma-
rebelTa, da samoqalaqo sazogadoebis uflebebis dacvis mimarTulebiT.
sazogadoebrivi aqtivobis zrdis Sedegad, kompaniebi, romlebic angariSs
uwevdnen am faqtors, sazogadoebrivi interesebis Sesabamisad axdendnen
aqtiur cvlilebebs. sxva kompaniebs am cvlilebebis ganxorcieleba
aiZula mTavrobam, an arasamTavrobo seqtorma.
am cvlilebebis miuxedavad, Tanamedrove pirobebSi, adamianebi isev ver
endobian bizness. sociologiuri gamokvlevebiT, gamokiTxuli sami
adamianidan ori, miiCnevs, rom dRevandeli biznesis sfero ar iZleva
mosaxleobis dasaqmebis garantiebs, ar iTvaliswinebs sazogadoebis
intersebs, arasakmarisad iTvaliswinebs ekologiuri dabinZurebis
problemebs, eweva arakeTilsindisier faswarmoqmnis politikas, moqmedebs
eTikuri normebis dacvis gareSe. [149, p. 240].
firmebis xelmZRvanelebic ki miiCneven, rom saqmian samyaroSi ar aris
daculi biznesis eTikuri normebi: aTi gamokiTxuli menejeridan rva
Tvlis, rom biznesmenebi ar icaven eTikur normebs TavianT saqmian
praqtikaSi, xolo erT meoTxeds miaCnia, rom am normebis dacva vnebs
warmatebul karieras. [149, p. 237].
dominirebs azri imis Sesaxeb, rom problema mdgomareobs TviTon
kapitalizmSi, romelic axdens Semdeg daSvebas: Tu adamianebi Tavi-
suflebi arian TavianTi miznebis miRwevis saSualebebSi, isini damo-
ukideblad unda wyvetdnen sakuTari biznesis beds: anu bazris `uxilavi
xeli~ ufro kargad aregulirebs interesebs biznesSi, vidre kanonebi da
wesebi. es daSveba SeiZleba amarTlebdes egoistur midgomebs biznesSi da
im eTikur gadawyvetilebebs, romlebic gamomdinareobdnen principidan:
`sicocxlisunariania is, vinc ukeT egueba garemos~.

II. 7. biznesis socialuri pasuxismgeblobis filosofiuri

safuZvlebi

Tanamedrove biznesSi yovelTvis rodia daculi eTikuri normebi.

amasTan, korporaciebi Sedgebian ubralo adamianebisagan, romlebic

50
TavianTi zneobrivi normebidan gamomdinare Rebuloben gadawyvetilebebs
im SemTxvevaSi, Tu yvela korporaciaSi individi grZnobs pasu-
xismgeblobas, eqvemdebareba zneobriv normebs, organizaciac warma-
tebulia. mTavari aq aris is, rom yvela pirovnebam gaiTavisos misi
moqmedebis Sedegebi da daeqvemdebaros swori arCevanis moTxovnebs.
Znelia, gansazRvro is, Tu rogor unda moiqce konkretul
situaciaSi. am problemisadmi erT-erTi midgoma mdgomareobs imaSi, rom
SevadaroT Cveni qmedebebi sazogadoebis mier dadgenil wesebs. Cven
religiur-eTikur kulturaSi isini asaxulia qristianul filosofiur–
religiur normebSi bibliis saxiT. qristes mcnebebSi vkiTxulobT: `ara
kac hkla~, `ara imruSo~, `ara iqurdo~, `ar gamoxvide cru mowmed Seni
moyvasis winaaRmdeg, ar isurvo Seni moyvasis saxli, arc misi msaxuri da
arc araferi rac Seni moyvasisaa~. ieso qadagebs: `ara puriTa erTiTa
cocxlobs kaci, aramed RvTis piridan momdinare yoveli sityviT~. 16
macxovari gvaswavlis: `sanTels rom aanTeb, WurWelqveS ki ar dgamen,
aramed sasanTleze, yvelas gaunaTos saxlSi~.17 `ar arsebobs dafaruli,
rom ar gacxaddes da arc ram damaluli, rom ar gamJRavndes~.18 `iTxoveT
da mogecemaT, eZebeT da ipoveT, daakakuneT da gageRebaT~. 19 qristianuli
sarwmunoeba ar ganikiTxavs arc mdidar adamians da arc simdidris
wesieri gziT mopovebas gmobs. didi sjulis kanonSi weria: `simarTliT
SeZenili da sikeTisaTvis daxarjuli simdidre ar unda davamciroT~.5
amasTanave sakuTriv simdidris mopoveba ar SeiZleba gaxdes adamianis
cxovrebis erTaderTi mizani. ufali gveubneba `aravis ar SeuZlia or
batons emsaxuros: an erTi unda sZuldes da meore uyvardes; anda im
erTs SeeTvisos da meore daamciros. ver SeZlebT RmerTsac emsaxuroT
da mamonsac~20 (`mamona~ siriulad simdidres niSnavs). amasTan erTad
qristianuli sarwmunoebiT gaziarebulia azri, rom swavlis, sibrZnis,
gonierebis, gamocdilebis gareSe SeuZlebelia simdidris SeZena, biznesis
warmoeba. `bednieria is kaci, vinc hpova sibrZne da vinc goniereba
SeiZina, radgan misi SeZena sjobs vercxlis SeZenas da misi mosavali
xalas oqros~21 amitomac aris, rom umTavresi biznesis warmoeba,
qristianuli eTikisa da moralis warmoebis dacviT, misi sazogadoebrivi
pasuxismgeblobis amaRlebisaTvis da es morali adamianSi unda
Camoyalibdes, rogorc Sinagani moTxovnileba misi ganviTarebis yvela
safexurze. macxovari gvaswavlis: `gamouSviT bavSvebi da nu abrkolebT
maT CemTan mosasvlelad, radgan magaTnairebisaa caTa sasufeveli~ 22
biznesmenebs unda axsovdeT, rom caTa sasufevelSi yovelive amqveyniuri
fuli, simdidre, fufuneba ar arsebobs. darCeba mxolod saxeli,
romelic adamians saukuno cxovrebas ganumzadebs, `radgan viciT, rom
roca daingreva es Cveni miwieri saxl-karavi, Senoba gvaqvs caSi,
xelTuqmneli saxli, saukuno~23

16
axali aRTqma da fsalmunebi, Tavi 4. gv. 5.
17
maTes saxareba 5. gv. 8.
18
markozis saxareba 4. gv. 75.
19
maTes saxareba 7. gv. 13.. A
5. maTes saxareba 6. gv. 24.
20
marTlmadidebluri RvTismetyvelebis sruli enciklopediuri leqsikoni. t. I. gv. 346.
m. 1992 (rus)
21
igavi 2:6-8, 3:13,14
22
maTes saxareba 19:14
23
maTes saxareba 5:7

51
 am religiur-eTikuri wesebis genialobis da dacvis aucileblobidan
gamomdinare, TanamedroveobaSi arsebobs sami filosofiuri principi,
romlebic gansazRvraven biznesSi moqmedebis siswores. es principebia:
utilitarizmi, adamianis uflebebis pativiscema da samarTlianoba.24
utilitarizmi aris eTikuri gadawyvetilebebis miRebis filosofiuri
principi, romlis safuZvelSic adamianis umravlesobisaTvis maqsimaluri
sikeTis miReba devs. amdenad, menejeri, romelic eqvemdebareba am
koncefcias, gansazRvravs yvela alternatiuli gadawyvetilebis
zemoqmedebas dainteresebul mxareze da amis Sedegad Rebulobs
gadawyvetilebas, romelic adamianis did jgufs maqsimalur kmayofilebas
moutans. am midgomis mTavar Rirebulebas warmoadgens is, rom
gadawyvetilebis mimRebs gaaCnia am gadawyvetilebis Sedegis ganWvretis
unari. am gadawyvetilebebs unda moqondes sikeTe adamianTa umravle-
sobisaTvis.
meore midgoma mdgomareobs imaSi, rom is orientirebulia adamianis
pativisa da Rirsebis uflebebis dacvaze. adamianis uflebebis dacvis
filosofiuri principi niSnavs, rom biznesSi aucilebelia pativi vceT
sxva adamianebis Rirsebas, uari vTqvaT nebismier gadawyvetilebaze,
romelic laxavs maT. praqtikaSi es mJRavndeba imaSi, rom Tqven ar
moatyuebT partniors da ar gamoiyenebT im meTodebs, romlebic aiZulebs
mas imoqmedos sakuTari interesebis winaaRmdeg; pativs scemT adamianebis
uflebas Seinaxon saidumlo an sajarod gamoTqvan azri; ar aiZulebT,
gamovidnen TavianTi religiuri da eTikuri mrwamsis winaaRmdeg; ar
dasjiT adamians samarTlisa da sasamarTlos gareSe. TanamedroveobaSi
seriozulad JRers Sidsis infeqciis da narkomaniis problemebi. amasTan,
civilizebuli kompaniebi cdiloben, pativi scen adamianis uflebas, ar
gaamxilon is saidumloeba, romelic zians ayenebs kompaniasa da sxva
adamianebis interesebs.
samarTlianoba es aris eTikuri gadawyvetilebebis miRebis filo-
sofiuri principi, romelic sikeTeTa gadanawilebis procesSi adamianTa
uflebebze Tanabar pasuxismgeblobas efuZneba. es principi gulisxmobs,
rom yvela adamians unda moveqceT erTnairad, rom sazogadoebrivi
normebi Tanabrad Sesasrulebelia yvelasaTvis da isini, vinc zians
ayeneben kompaniis interesebs, pasuxs unda agebdnen mis winaSe.
amdenad, samarTliani gadawyvetileba misaRebia yvela mxarisaTvis _
patiosani, miukerZoebeli, gonivruli gadawyvetileba.
es sami midgoma ara Tu gamoricxavs erTmaneTs, aramed piriqiT, rig
SemTxvevaSi misaRebia erTdroulad samive midgomis gamoyeneba. kompaniebi
cdiloben, miiRon iseTi gadawyvetilebani, romlebic daakmayofileben
sazogadoebis umravlesobis moTxovnebs, riTac ar irRveva arc erTi
adamianis ufleba. iziareben ra am filosofiur principebs, kompaniebi
unda iTvaliswinebdnen ekonomikur sistemaSi Semavali sxva jgufebis
interesebs. iseTebs, rogoricaa: sazogadoeba, momxmareblebi, muSakebi,
investorebi.

II. 8. biznesi da bunebrivi garemo

24
Manuel Velasquez. Organization all states manship and Dirty Politics. Organizational Dinamics. 1983. Autumn
67-74.

52
 aRsaniSnavia, rom biznesis eTikuri normebi unda aisaxos ekologiur
garemoSi. kompaniebi xSirad zemogebis miRebis mizniT, arRveven
ekologiur wonasworobas, riTac qmnian winapirobebs gakotrebisaTvis.
aSS-s kompania _ `bizfoz nobel ink-i~ awarmoebda mRebav nivTierebebs.
amasTan, sawarmoo narCenebi gahqonda iqve arsebul tyis masivSi, romelic
aseve mis sakuTrebas Seadgenda. rodesac es faqti gamovlinda, kompanias
daevala am narCenebisagan tyis masivis gawmenda, rac mas 60 milioni
dolari daujda. kompaniis saqonelbrunva Seadgenda 30 milion dolars,
ris gamoc is gakotrda. [106, p. 4].
rogoria kompaniis mier miRebuli gadawyvetilebebis Sedegebi?
esenia: misi safinanso kraxi, damatebiTi umuSevroba. amasTan tyis masivi
darCa dabinZurebuli, radganac misi gasufTaveba mTavari, damnaSavis mier
ver moxerxda. amdenad, am situaciaSi ar arsebobs gamarjvebuli,
erTnairad izarala sazogadoebamac da mwarmoebelmac.
toqsikuri narCenebi ar aris bunebrivi garemos dabinZurebis
erTaderTi wyaro. dRes msoflioSi erT-erTi mniSvnelovani problema
aris agreTve atmosferos haeris dabinZureba. iseT maRalganviTarebul
qveynebSic ki rogoricaa AaSS, inglisi, safrangeTi, 3-dan 2 moqalaqe
yoveldRiurad sunTqavs haers, romelic ar Seesabameba ekologiur
normebs, yovelive es iwvevs yovelwliurad 50 aTasi adamianis naadrev
sikvdils. [161, pp. 27-42].
saqarTveloSi mdgomareoba gacilebiT mZimea. jandacvis
saministros monacemebiT, haeris dabinZurebis maCvenebelma centralur
qalaqebSi, gansakuTrebiT ki TbilisSi kritikul zRvars miaRwia, rac
ganpirobebulia avtomanqanebSi arastandartuli araekologiuri sawvavis
(mZime metalebis maRali Semcvelobis), realizaciam, romelic adamianebSi
iwvevs onkologiur daavadebebs da sxva Tandayolil anomaliebs.
ukanasknel wlebSi msoflioSi, gansakuTrebiT amerikaSi da evropaSi,
aRiniSneba SeSfoTeba atmosferos dabinZurebis gamo. haeris dabinZureba
adamianTa sikvdilianobis ZiriTadi risk-faqtori gaxda. erT adamianze
evropaSi 36 kg myari Sewonili nawilakebi modis, xolo NNO2-is
potenciuri zemoqmedebis qveS imyofeba evropis mosaxleobis 25%.
jandacvis msoflio organizaciam daadgina, rom myari Sewonili
nawilakebiT (PM) dabinZurebuli haeris gamo, yovelwliurad msoflioSi
naadrevad iRupeba 800 aTasi, xolo evropaSi 290 aTasi adamiani. XX
saukunis boloSi aSS-Si haeris dabinZurebiT gamowveulma zaralma 18
mlrd dolari Seadgina, inglisSi 250 mln funti-sterlingi, iaponiaSi
200 mln ieni. amitomac aris, rom es problema prioritetulia msoflios
qveynebisaTvis. is aisaxa mraval saerTaSoriso programaSi, romelTa
Soris mniSvnelovania msoflios jandacvis organizaciis mier evropis
regionSi mimdinare `janmrTeloba _ 21~. programis me-10 amocanis
Sesabamisad, 2015 wels regionis mosaxleobisaTvis unda Seiqmnas
usafrTxo fizikuri garemo.25
saqarTvelos reliefuri pirobebi wina wlebSi qveynis teritoriaze
aSenebuli sawarmoebis araracionaluri ganlageba, paraleluri
avtosatransporto magistralebi, gzis safaris da avtotransportis
aradamakmayofilebeli ekologiuri mdgomareoba da sxva ganapirobebdnen

25
garemos obieqtebis xarisxobrivi mdgomareoba saqarTveloSi da masTan dakavSirebuli
zogierTi socialuri problema. saqarTvelos strategiuli kvlevebisa da ganviTarebis
centris biuleteni #100, 2006 wlis seqtemberi, gv 5.

53
atmosferuli haeris dabinZurebasa da mosaxleobis janmrTelobis
mdgomareobaze arasasurvel zegavlenas.
saqarTvelos garemos dacvisa da bunebrivi resursebis saministros
2006 wlis monacemebiT, atmosferuli haeris dabinZurebaSi lideroben: ss
zestafonis feroSenadnobTa qarxana (34,9%); Sps baTumis navTobterminali
(16,5%); ss kaspicementi (11,2%); ss rusTavcementi (7,7%). mTlianobaSi
ekonomikis sxvadasxva seqtoridan mavne nivTierebaTa gamofrqvevaSi
pirvel adgilzea naxSirJangi (CO-39%); meoreze _ meTani (CH4-21,6%);
mesameze _ naxSirwyalbadi(CH- 20,5%); meoTxeze _ myari nawilakebi (6,3%).26
avtotransportis gamonabolqvebi moicaven 200-ze met mavne
nivTierebas. kibos kvlevis saerTaSoriso saagentos monacemebiT,
dizelis Zravis gamonabolqvi ufro Zlieri kancerogenulia vidre
benzinis Zravis.
2005-2006 wlebSi Catarebuli gamokvlevebis Tanaxmad, Tbilisis
centralur prospeqtebze manqanebis gamonabolqvSi tyviis koncentratebi
1,5-1,7 _ jer aWarbebda dadgenil higienur standartebs, amis gamo
mosaxleobis sisxlSi tyviis raodenoba aRemateboda dasaSveb normas (10m
kg/100ml) orjer (21,1 m kg/100ml-ze).27
haeris dabinZurebis yvelaze mZime forma es aris airebi, romlebic
warmoiSoba naxSirwyalbadze mzis sxivebis zegavleniT (es aris gazebi,
romlebic warmoiSoba bunebrivi saTbobebis wvis procesSi), meore forma
es aris mJave wvimebi, rodesac azotis mJava Sedis reaqciaSi haerTan da
warmoqmnis mJave wvimebs, romlebic anadgureben ekologiur garemos. es
nivTierebani wrmoiqmneba im sawarmoebSi, romlebic iyeneben sawvavad
qvanaxSirs. . [250, p. 6].
dReisaTvis erT-erTi mniSvnelovani problema aris dedamiwis
irgvliv arsebuli ozonis damcavi Sris SeTxeleba, romelsac iwvevs
qlorftornaxSirwyalbadi. es aris nivTiereba, romelic gamoiyeneba
samacivro danadgarebSi gamacivebeli nivTierebis saxiT. agreTve mas
Seicavs dezodorebi da samrewvelo spreebi. mecnierebi fiqroben, rom
ozonis Sris Semdgomi SeTxeleba gamoiwvevs dedamiwaze totalur
daTbobas, risi tendenciac ukve SeiniSneba. amis magaliTi 2005 wlis
zafxulis sicxeebia, sadac temperatura 40-43 graduss aRwevda.
msoflioSi msxvili kompaniebi yovelwliurad atmosferoSi uSveben 2,7
mln funtis odenobis qimiur narCenebs, romelsac emateba kompaniebis
mier atmosferos dabinZureba. am nivTierebaTa didi nawili
kancerogenuli Tvisebebis matarebelia. [16, p. 8].
msoflios erT-erTi urTulesi problema dRes aris wylis
dabinZureba. mTel rig msxvil qalaqebSi umwvaves deficits ganicdian
sasmel wyalSi, romelic moxmarebisaTvis vargisia. aseTi problemaa
moskovSi da sxva qalaqebSi. aSS-is mecnierTa gaTvliT, tbebis da
mdinareebis 10% dabinZurebulia. es problema sawarmoebis mier
mdinareebSi da tbebSi narCenebis usistemo CaRvris Sedegad SeiZleba
gamwvavdes. saqarTveloSi bolomde ar aris gansazRvruli sawarmoebis
mxridan narCenebis wyalSi CaRvris monitoringis da umkacresi dacvis
meqanizmi. es exeba baqo-sufsis navTobsadens da terminals, sadac
navTobis zRvaSi gaJonvis faqtebi dafiqsirda. saqarTvelom, rogorc

14 garemos obieqtebis xarisxobrivi mdgomareoba saqarTveloSi da masTan

dakavSirebuli zogierTi socialuri problema.
27
iqve, gv 12.

54
aTaswleulis deklaraciis xelmomwerma mxarem, erovnuli ganviTarebis
strategiaSi aTaswleulis ganviTarebis uzrunvelyofis valdebuleba
aiRo. aRniSnulma asaxva hpova 1991 wlis londonis mesame evropuli
konferenciis oqmis _ `wyali da janmrTeloba~ xelmoweraSi. am
dokumentis mixedviT, qveynis mosaxleobis wylis xarisxis da momaragebis
strategiis mTavar mizans warmoadgens 2015 wlisaTvis yvela ojaxis
uzrunvelyofa xarisxiani sasmeli wyliT.
qveynis mosaxleobisaTvis centralizebuli wyalsadenis sistemiT
mowodebuli wylis xarisxze Catarebuli gamokvlevebi cxadyofen, rom
saqarTvelos mosaxleobisaTvis miwodebuli wyali ar Seesabameba
saxelmwifo standartebs. qveynis qalaqebisa da raionebis 44%-is
centraluri wyalmomaragebis sistemis damabinZurebel komponentebs
Seadgenen: amiaki(7,6%), nitratebi (6,0-7,1%), toqsikuri cementebi (2,5%). am
mizezebis gamo sxvadasxva infeqciebiT daavadebul avadmyofTa
mkurnaloba 2000-2005 wlebSi saxelmwifos daujda: SigeloziT _ 34258-dan
310774 laramde, diareiT _ 186220-dan 391368 laramde, A - Ti hepatitis
3410893-dan 89943770 laramde.28
erT-erTi mniSvnelovani problema aris niadagis dabinZureba mavne
nivTierebebiT, romelic janmrTelobisaTvis faruli safrTxeebis
matarebelia. saqarTveloSi sabWour periodSi iqmneboda mavne narCenebis
samarxebi, romlis mdgomareobis da monitoringis problema
TanamedroveobaSi eWvis qveS dgas. mavne nivTierebebi, rogorc wesi,
miwaSi arsebuli miwisqveSa wylebSi Serevis meSveobiT iwveven ekosferos
dabinZurebas, rac saboloo jamSi aisaxeba adamianebis umZimes
daavadebebSi.
ekosistemis dabinZurebis problemebi gansakuTrebiT mwvaved dadga
XX saukunis 60-iani wlebidan, rodesac ekologiam anu mecnierebam
bunebis Sesaxeb, moipova popularoba. Tanamedrove pirobebSi saqa-
rTveloSi funqcionirebs ramodenime aTeulobiT ekologiuri kanoni,
romlebic aregulireben bunebisa da bunebrivi resursebis dabinZurebis
normebs qveyanaSi. am mxriv, efeqturad funqcionirebs ekosistemaze
zedamxedvelobis policiuri meqanizmic, romelmac bolo wlebSi
Zireuli cvlileba ganicada.
amasTan erTad, Tanamedrove civiluri biznesis samyaro gadadis
ekologiuri zedamxedvelobis pirdapiri diqtaturis meTodebidan,
sabazro marTvis meqanizmebze kvotis gayidvis.. am mxriv sainteresoa aSS-
s gamocdileba, sadac calkeul kompaniebs miecaT ekologiuri
dabinZurebis ufleba. meTodi mdgomareobs SemdegSi: kompaniebs
ekologiuri zedamxedvelobis organoebi umtkiceben dasaSvebi dabi-
nZurebis kvotebs, romlebic damokidebulia kompaniis warmoebis tipze da
masStabebze. Tu kompania nebayoflobiT amcirebs ekologiuri da-
binZurebis dones am limitze dabla, mas eZleva SesaZlebloba kvotis
darCenili nawili miyidos sxva kompanias. dRes ukve seriozulad
ganixileba dabinZurebis uflebebis erovnuli an msoflio bazis Seqmnis
sakiTxi, radganac ukanaskneli astimulirebs kompaniebs, ufro swrafad
gaataron ekologiuri reformebi. [135, p. 67].
ekologiuri dabinZurebisadmi Tanamedrove midgoma mdgomareobs
imaSi, rom ekologiuri dacvis sakiTxebze danaxarjebi kompaniebma unda
Seudaron Sedegebs. amaSi mdgomareobs inovaciaTa, socialur-ekonomikuri

28
biuleteni gv. 25.

55
efeqtianobis dadgenis meTodikac.29 kompaniebis saqmianobis mravali saxea
sazogadoebisaTvis mniSvnelovani, amasTan erTad, isini miiRwevian
ekologiuri dabinZurebis xarjze. raSi mdgomareobs gadawyvetilebaTa
alternativa? xangrZliv problemebze orientirebuli problemis
gadawyveta mdgomareobs imaSi, rom SevuqmnaT bizness is maorientirebeli
motivebi da SesaZleblobani, rom man daakmayofilos sazogadoebis es
dualisturi midgomebi moTxovnis dargSi.
dReisaTvis yvelaze perspeqtiuli mimarTuleba, romelsac iyeneben
kompaniebi aris ara is, rom vebrZoloT ekologiuri dabinZurebis
Sedegebs, aramed gamovavlinoT am dabinZurebis mizezebi da movaxdinoT
maTi drouli neitralizeba, rac alternatiuli, ekologiurad sufTa
teqnologiebis danergviT miiRweva. ase magaliTad, kompania `M3~ 1975
wlidan axdens daaxloebiT 1500 produqtis realizebas, romlebic
mimarTulia ekologiuri dabinZurebis winaaRmdeg. aman kompanias moutana
daaxloebiT 1 miliard dolaramde mogeba. [116, p.12].

II. 9. biznesi da momxmareblebi

ekologiuri dacvis sakiTxebTan dakavSirebiT, sazogadoebis

gaaqtiureba iyo motivatori imisa, rom amaRlebuliyo biznesmenTa
pasuxismgebloba. momxmarebelTa uflebebis dacvis sferoSi 60-ian
wlebSi msoflioSi fexs idgams momxmarebelTa uflebebis dacvis
sazogadoebrivi moZraoba. am moZraobis gaaqtiurebam mewarmeebi aiZula,
SeeqmnaT firmebSi momxmarebelTa saCivrebis ganxilvis ganyofilebebi an
biuroebi, sistematurad Tvalyuri edevnebiaT am procesebze. rig
qveynebSi es procesi xelisuflebis umaRlesi Stoebis yuradRebis
centrSi moeqca. am mxriv niSandoblivia jon kenedis prezidentobis
periodi, rodesac aSS-Si miRebuli iqna momxmarebelTa uflebebis dacvis
axal kanonTa krebuli, e.w. momxmarebelTa `uflebebis bili~, romelic
moicavs aTobiT kanons momxmarebelTa uflebebis dacvis sxvadasxva
sferoebSi. es sferoebia: kvebis produqtebis da medikamentebis warmoeba,
moxmarebaze kontroli, reklamis da samarko niSnis dacvaze
orientirebuli kanonebis krebuli, saqonlis usafrTxoebis kanonebi,
kreditis dacvis kanonebi, `uflebebis bilis~ mixedviT, momxmarebelTa
uflebebis dacva SeiZleba ganxorcieldes uflebriv sivrceSi, romelic
moicavs sam sferos: usafrTxoebis uflebas, informaciis miRebis
uflebas, arCeviTobis da moTxovnis uflebas.

usafrTxoebis ufleba

usafrTxoebis uflebis Sinaarsi mdgomareobs imaSi, rom kompaniebma

unda awarmoon iseTi saqoneli, romelic ar Seicavs momxmareblisaTvis
raime safrTxes. msoflios qveynebSi am process akontroleben
specialuri organoebi, romlebic am sferoSi aformeben kontraqtebs da
akontroleben maT Sesrulebas. aseTi tipis risk-jgufis Semcvel
saqonels miekuTvneba: avtomanqanebi, wamlebi, kvebis produqtebi,
samedicino aparatura da sxva.
xelisufleba saqonlisa da momxmareblis usafrTxoebaze awesebs
sakuTar normebs, gansazRvruls sakanonmdeblo bazaSi, romlis

29
T. Sengelia, inovaciaTa socialuri efeqtianoba. qarTul-inglisurad, Tbilisi, 1998

56
darRvevas SesaZlebelia, mohyves sisxlis samarTlis pasuxismgebloba an
bazarze gamowveuli saqonlis moTxovnis motivirebuli dacema, romelic
aseve am dargSi saxelmwifo regulirebiT ganpirobebulia. ase
magaliTad, kompania `audis~ mier gamoSvebuli avtomanqana _ `audi _
5000~-is erT-erTi ZiriTadi maxasiaTebeli gaxldaT siCqaris CarTvis
Sedegad swrafi aCqarebis meqanizmi, ramac gamoiwvia avtosagzao
SemTxvevaTa mkveTri zrda. rodesac am informaciam gaJona teleeTerSi,
mocemuli modelis gayidvebi mniSvnelovnad Semcirda da ori wlis
Semdeg Tavdapirveli gayidvebis naxevari Seadgina. miuxedavad imisa, rom
Tavdapirvelad firma amas mZRolebis uyairaTobiT xsnida, mas mainc
mouwia am tipis avtomobilebis gamoSvebis Sewyveta da gadacemaTa
kolofis srulyofa. specialistebis azriT, am faqtorma `audis~ tipis
avtomobilebis mimarT momxmarebelTa uaryofiTi fsiqologiuri
ganwyobis formireba moaxdina, ris gamoc firmas xuT wlamde dasWirdeba
mis mier gamoSvebuli produqciis reputaciis aRdgenisaTvis. [190, p. 3].

informaciis miRebis ufleba

erT-erTi meTodi, rom momxmarebeli davicvaT mavne saqonlisagan,

aris iarliyze an SefuTvaze imis miTiTeba, Tu ramdenad saSiSia is
adamianisaTvis. Tu misi moxmarebis safrTxe didia, maSin aseT
gafrTxilebas moiTxovs msoflios universalizebuli kanonmdebloba.
magaliTad, Tambaqos mwarmoebeli firmebi kolofze warweriT gva-
frTxileben Tambaqos mowevis mavneblobis Sesaxeb. aseTi gafrTxlebebi
momxmareblisaTvis dualisturi xasiaTis matarebelia. marTalia, isini
icaven mwarmoeblebs sisxlis samarTlisagan, magram ar icaven
momxmareblebs am produqciis gamoyenebisagan. amis magaliTia agreTve
sabavSvo saTamaSoebze asaxuli iarliyebi, sadac miTiTebulia Tu, romel
asakSi SeiZleba gamoiyenos es saTamaSo bavSvma. miuxedavad am
miTiTebebisa, saSualod yovelwliurad 12 aTasi bavSvi Rebulobs am
mizeziT sxvadasxva tipis travmebs. [191, p. 12].
momxmareblebs aqvT ufleba, icodnen Tu risgan Sedgeba saqoneli da
ramdenad mavnebelia is janmrTelobisTvis. msoflioSi Seqmnilia
organizaciebi, romlebic axorcieleben zedamxedvelobas ara marto
saqonlis janmrTelobisaTvis mavneblobis sakiTxTa kontrolze (aseTia
saqarTveloSi soflis meurneobis saministroSi _ sasursaTo usa-
frTxoebis, jandacvis saministroSi medikamentebze kontrolis orga-
noebi) aramed, momxmareblisaTvis informaciis swor miwodebazec. ase
magaliTad, aSS-is sanitaruli zedamxedvelobis organizaciam akrZala
forToxlis wvenis `sitrus xill-is~ gavrceleba kompania `proqter end
gvembelis~ mier mxolod im mizezis gamo, rom sityva fresh inglisurad
axals niSnavs, rac miuRebelia im produqtebisaTvis, romlebic moicavs
koncentratebs. es organizacia dauSveblad miiCnevs produqciis
etiketebze iseTi warwerebis arsebobas, rogoricaa `msubuqi~,
`xolesterinis dabali Semcvelobis~ da sxva, rac faqtobrivad
momxmareblis dezorientacias, axdens xSir SemTxvevaSi SecdomaSi Seyavs
igi.
arCeviTobis ufleba

biznesi reagirebs arCeviTobis uflebaze gaognebas iwvevs. saqonlis

is raodenoba, romelic warmodgenilia samomxmareblo bazarze amasTan
57
erTad, yvela momxmarebels aqvs ufleba, airCios is saqoneli, romelic
pasuxobs mis maRal samomxmareblo moTxovnebs. biznesis Tanamedrove
midgoma am sakiTxebSi gamoixateba imaSi, rom mniSvnelovnad amaRlda
TviT produqciis mwarmoeblis pasuxismgebloba am sferoSi. ase
magaliTad, msoflios bevr qveyanaSi cxramet wlamde asakis
axalgazrdebisaTvis akrZalulia ludisa da spirtiani sasmelis miyidva.
aSS-is kompaniebi ewevian reklamas, sadac afrTxileben mZRolebs Tu ra
Sedegi SeiZleba gamoiwvios alkoholuri sasmelebis gamoyenebam.
kinogaqiravebis sistemam SemoiRo reitingebi, romelic orientirebulia
auditoriis asakobriv cenzze. amdenad, biznesis eTikuri normebi
msoflios civilizebul samyaroSi imdenad amaRlda, rom kompaniebi
TviTonve astimulireben momxmareblebs, sworad gamoiyenon maT mier
damzadebuli produqcia. momxmareblis uflebebi farTovdeba im
TvalsazrisiTac, rom kompaniebis umetesoba qmnis im specialur
satelefono xazebs, sadac gaTvaliswinebuli iqneba maTi pretenziebi.
kompaniaTa umravlesoba astimulirebs momxmarebelTan ukukavSirs,
radganac is iZleva SesaZleblobas, ara mxolod Seiswavlon azri maTi
produqciis Sesaxeb, aramed gaiTvaliswinon is Secdomebic, romlebic
daSvebulia produqciisa Tu momsaxurebis relizaciis procesSi. aq,
rasakvirvelia, didi datvirTva gaaCnia arasamTavrobo seqtors.
msoflios qveynebSi cnobilia iseTi organizaciebi, rogorebicaa
`momxmarebelTa uflebebis dacvis liga~, `momxmarebelTa amerikuli
federacia~ da sxva, romlebic TavianT yoveldRiur saqmianobaSi ewevian
momxmarebelTa ara marto uflebebis dacvas, aramed im faqtebis saaSka-
raoze gamotanas, romlebic dakavSirebulia momxmarebelTa uflebebis
darRvevasTan.

II. 10. dasaqmebis sferoSi Tanabari uflebebis stimulireba

msoflioSi dRes uamravi adamiani ganicdis diskriminacias dasaqmebis

sferoSi. amis naTeli magaliTi aris ruseTi, sadac adamianebi
diskriminacias erovnuli ganicdian, religiuri, rasobrivi niSniT. aSS
aris qveyana, romelic yvelaze metad, arsebul Rirebulebebs Soris,
aRiarebs adamianis uflebaTa dacvisa da ekonomikuri Tavisuflebis
Rirebulebas. miuxedavad amisa, am qveyanaSic mwvaved dgas dasaqmebis
sferoSi diskriminaciis problema. diskriminacias gaaCnia Tavisi
sazogadoebrivi motivatoric. ase magaliTad, aSS socialur
umciresobebs (afrikelebs, laTinoamerikelebs, aziuri warmoSobis
amerikelebsa da sxv.) naklebi Sansi gaaCniaT miiRon kvalificirebuli
samuSao, radganac isini ar cdiloben miiRon Sesaferisi ganaTleba da
Tu isini ar Rebuloben Sesabamis ganaTlebas, ver Souloben
maRalanazRaurebad da kvalificirebul samuSaos.
sqema #1-ze warmodgenilia samuSao Zalis Semadgenlobis dinamika
aSS-Si 1995-2005 wlebSi. [152, p. 16].

80
70
60 mamakacebi
50 qalebi
40 TeTrkanianebi
30 zangebi
20
azielebi
10
0 laTinoamerikelebi 58
sqema #1 1995-2005 wlebSi aSSi
samuSao Zalis dinamika (%-Si)
 am sqemidan Cans, rom aSS-Si 1995-2005 wlebSi dasaqmebis TvalsazrisiT
gaTanabrebis procesi mimdinareobs. msoflios wamyvan qveynebSi
dasaqmebis stimulirebis sakiTxebisadmi arsebobs ormxrivi midgoma:
mravalerovan qveynebSi arseboben imis momxreebi, rom erovnuli
umciresobani unda gauTanabrdnen dasaqmebis sferoSi erovnul
umravlesobebs. meore midgomis momxreebi emxrobian am sakiTxSi
saxelmwifo Caurevlobis politikas.
pirveli koncefciis momxreebi mouwodeben xelisuflebas im
specialuri programebis realizaciisaken, romlebic xels Seuwyoben
erovnul umciresobebs samsaxurebrivi karieris zrdaSi. saxelmwifo
Caurevlobis koncefciis Tanaxmad, yvela adamiani unda Sefasdes misi
damsaxurebis mixedviT, misi rasis, sqesis, religiuri mrwamsis Tu
asakisagan damoukideblad. maTi azriT, erovnuli umciresobebisaTvis
SeRavaTebis daweseba ar Seesabameba dasaqmebis sferoSi biznesis
interesebs, is iwvevs adamianebisaTvis ormagi standartebis dawesebas,
radganac kompaniebs mouwevT gaiTvaliswinon ara mxolod biznesis
interesebi, aramed sxva faqtorebic dasaqmebis sferoSi, rac ar pasuxobs
Tavisufali biznesis moqmedebis wesebs.
im sakiTxTan mimarTebiT, Tu ramdenad Sors SeiZleba wavides
dasaqmebis sferoSi erovnul umciresobaTa mxardaWeris politika,
msoflioSi ar aris miRweli sazogadoebrivi konsensusi. qvemoT
warmodgenilia damqiravebelTa mxridan erovnul umciresobaTa
mxardaWeris is zomebi, romlebic gaziarebulia saerTaSoriso samarTlis
normebiT:
1. kompaniebs SeuZliaT, ganaxorcielon specialuri programebi
orientirebuli qalebis an sxva umciresobaTa dasaqmebaze.
cdiloben moaxdinon am sferoSi balansis dadgena.
2. umciresobaTa mxardaWeris specialuri RonisZiebebi:
sasamarTloebs SeuZliaT, aiZulon kompaniebi samuSaoze ayvanis
procesSi Sewyviton umciresobaTa diskriminacia.
3. kvotebi: SesaZleblia dawesdes dasqmebis kvotebi erovnul
umciresobaTa kategoriebis mixedviT.
ukanaskneli 20 wlis ganmavlobaSi mxardaWeris politikis
safuZvelze momuSave qalebis mdgomareoba safuZvlianad Seicvala. 60-ian
wlebSi msoflio feministurma moZraobam moicva, ramac gazarda qalebis
motivacia samsaxurebrivi karieris saqmeSi. dRes qalebi met dros
xarjaven profesiul swavlebaze, Seicvala sqesobrivi niSniT xelfasis
struqtura. mowinave qveynebSi qalebi erTidaimave samuSaoze igive
xelfass Rebuloben, rasac mamakacebi. amasTan erTad, DdResac
SenarCunebulia barieri qalisa da mamakacis dasaqmebis sakiTxSi.
mamakacebi dominireben mTel rig wamyvan Tanamdebobebze. ase magaliTad,
iseT civilizebul qveyanaSic ki rogoric CrdiloeT amerikaa msxvil
kompaniebSi yoveli 100 umaRlesi menejeris Tanamdebobidan mxolod 3
uWiravT qalebs. [107,p.11]. saqarTveloSi es maCvenebeli gacilebiT
maRalia.
samsaxurebrivi karieris TvalsazrisiT, qalebs 2 jgufad yofen:
pirveli _ is mandilosnebi, romelTac miaCniaT, rom samsaxurebrivi
kariera aris cxovrebis ZiriTadi prioriteti da is mandilosnebi,
romlebic proporciulad anawileben dros ojaxsa da karieras Soris.
sociologiurma gamokiTxvebma daadastura, rom Tanamedrove civi-
lizebul samyaroSi prioriteti eniWeba meore tipis qalebs. [107, pp. 40-48].

59
 arsebobs kidev erTi metad seriozuli problema, romelic
warmoiSoba momuSave qalebTan mimarTebaSi. es aris seqsualuri Zaladoba
(anu iseTi moqmedeba, romlis Sedegadac qalebi samuSaoze ganicdian
seqsualur zewolas) Tanamdebobrivi zrdis sferoSi. aSS-is
gamokiTxvebiT respondentebis umravlesobam daadastura, rom aTi
gamokiTxuli respodentidan 4 awydeba samsaxurebrivi movaleobis
Sesrulebis procesSi am problemas, amasTan, mxolod 5%-s gamoaqvs es
faqtebi saaSkaraoze. [251, pp. 11-14].
Tanamderove korporaciebi `naniveli~, `diuponi~ da sxva miekuTvnebian
im komopaniaTa ricxvs, romlebmac gaaZlieres TavianTi midgomebi am
movlenis SezRudvis TvalsazrisiT, rac gamoixata sxvadasxva formis
treiningebis Catarebasa Tu samaxsovroebis gamoSvebaSi.
msoflio qveynebSi dReisaTvis seriozulad dgas Sromis
usafrTxoebisa da jandacvis problema. wamyvani qveynebis mTavrobebi am
mimarTulebiT amuSaveben specialur programebs. es motivirebulia
ramodenime mizeziT: erTis mxriv sazogadoebrivi warmoebis donis
zrdasTan erTad izrdeba zrunva sakuTari muSakebis janmrTelobaze, da
meores mxriv, kompaniebi mniSvnelovnad zaraloben im kompensaciis gamo,
romelsac isini ixdian sawarmoo travmebis zrdis gamo. ase magaliTad,
kompania `alkoam~, romelic aSS-Si awarmoebs alumins, gaaumjobesa ra
Sromis usafrTxoebis maCvenebeli 25%-mde, 3 weliwadSi miiRo damatebiTi
ekonomia 10-12 aTasi dolaris odenobiT. rac imaze metyvelebs, rom dRes
saerTaSoriso kompaniebisaTvis ufro momgebiani xdeba zrunva Tana-
mSromelTa jandacvaze, vidre zemogebis miRebis mizniT janmrTe-
lobisaTvis saSiSi Sromis pirobebis Seqmna.

II. 11. biznesi da investorebi

msoflioSi erT-erTi mwvave eTikuri problema aris biznesis

warmoeba patiosnebisa da moralis CarCoebSi. dReisaTvis calkeul
kompaniebSi izrdeba kerZo investiciebi. cnobilia isic, rom investorebis
ZiriTad mizans Seadgens dividentebis zrda. am dilemidan gamomdinare,
nebismieri gza, romelic dakavSirebulia investorebis kanonieri mogebis
SezRudvasTan, ewinaaRmdegeba biznesis eTikur normebs. investorebis
motyuebis yvela xerxidan yvelaze gavrcelebulia ori ZiriTadi:
investiciebiT manipulireba da mogebis an aqtivebis arakanonieri
mopoveba, romelsac Tan sdevs investiciebidan miRebuli mogebis
Semcireba.
yovelwliurad msoflioSi aTasobiT adamiani xdeba investiciebiT
manipulirebis msxverpli. amis naTeli magaliTia saqarTveloSi 90-iani
wlebis dasawyisSi ganviTarebuli movlenebi, rodesac aTeulobiT mcire
sakredito organizacia, satrasto kompaniebi awarmoebdnen ararsebul
kapitalSi investiciebis, mosaxleobis saxsrebis Cadebas, ris Sedegadac
am gziT akumulirebuli Tanxebi, xSir SemTxvevaSi, qreboda am kompa-
niebis xelmZRvanelebTan erTad. aseTi gza gavrcelebulia civilizebul
qveynebSi. ase magaliTad, AaSS-Si adamianebi yovelwliurad 1 mlrd
dolarze mets deben ararsebul kompaniebSi, mSeneblobebSi da a.S.
afiora aris agebuli e.w. `piramidis principze~, rodesac erTi jgufis
investorebis mier Setanili Tanxa nawilobriv gaicema meore jgufis
investorebze, rac TiTqosda uzrunvelyofs maT dividentebs.
buRaltruli aRricxvisadmi aseTi `SemoqmedebiTi~ midgoma ararsebul

60
kompaniebs SesaZleblobebs aZlevs, xanmokle periodiT warmarTon
TavianTi saqmianoba.
calkeul xelmZRvanelebs gaaCniaT SesaZlebloba, piradi gamdidrebis
gziT gamoiyenon fuladi resursebi, romlebic kompaniaSi inve-
storebisagan Semodis, miTumetes, rom kompaniis menejers aqvs uamravi
arapirdapiri SesaZlebloba am ukanono gziT moipovos fuladi saxsrebi.
am TvalsazrisiT, erT-erTi gansakuTrebulad xSirad gamoyenebuli
mimarTuleba aris TaRliTuri operaciebi danaxarjTa muxlebis mixedviT.
meore gza aris miwodebis fasis xelovnuri aweva da am gziT miRebuli
sxvaobis gadanawileba mimwodebelsa da mwarmoebels Soris.
ukanasknel wlebSi sul ufro fexs idgams Sida informaciiT
vaWrobis praqtika, anu kompaniebis muSakebi moipoveben samsaxurebriv
informacias im mogebis Sesaxeb, romelic miiReba aqciebze fasebis
cvlilebis Sedegad, rac `yidva-gayidvis~ obieqti xdeba. aseTi tipis
saqmianoba ewinaaRmdegeba kanonmdeblobas, magram misi gamovlena metadre
Znelia.
rodesac kompaniebis finansuri mdgomareoba rTuldeba, rig
SemTxvevaSi aqciebis gayidva bazarze pirveli rigiTobiT xdeba im
menejerebis mier, romlebic am informacias floben, rac SemdgomSi
rTul mdgomareobaSi ayenebs aqciebis im mflobelebs, romlebsac ar
gaaCniaT informacia kompaniis mogebis Sesaxeb, rac aseve ver Tavsdeba
biznesis warmoebis eTikur CarCoebSi.
mogebis maqsimizaciisaken ltolvaSi kompaniebi iyeneben kanoniT
dauSvebel sxvadasxva meTodebs. kanoniereba da eTikuroba calkeuli
menejerebisaTvis urTierTgamomricxavi cnebebia. SeuZlia Tu ara
kompanias misces qrTami kontraqtis lobirebisaTvis sazRvargareTis
Tanamdebobis pirs, rasakvirvelia es ewinaaRmdegeba kanons, Tumca
calkeuli kompaniebi am MmeTods mimarTaven.
metad gavrcelebulia msoflioSi samewarmeo dazverva. rigma
kompaniebma ukanaskneli mogebis aramarTlzomierebis gamo safuZvliani
zarali ganicades. ase magaliTad, sasamarTlos gadawyvetilebis saxiT
kompania `jonson end jonsons~ daevala gadaexada kompania `zm~-isaTvis
113 mln dolari, radganac man 20 aTasi dolarad Seisyida kompania
`jonson end jonsonis~ erT-erTi ukmayofilo TanamSromlisagan kompania
~zm~-is axali, jer kidev daunergavi teqnologia. [165,p.10]. `jeneral
eleqtriks~ sasamarTlo gadawyvetilebiT daevala gadaexada 10 mln
dolaris jarima samxedro kontraqtis xelovnuri gabervis gamo. [138.p.10]
7,6 milioni dolariT dajarimda kompania `kraisleri~, romelic Zveli
manqanebs maTi modernizaciis Semdeg yidda, rogorc axlebs. [165,p.8]. es
magaliTebi mowmoben imas, rom biznesis sferoSi daSvebulia mxolod is,
rac ar ewinaaRmdegeba saxelmwifos mier dadgenil samarTlis normebs.
zemogebis miRebis survili aiZulebs gamWriax menejrebs, eZebon misi
miRebis yvela kanonieri Tu ukanono gza, rac xSir SemTxvevaSi, rogorc
kompaniebisaTvis aseve menejrebisasTvis uaryofiTi SedegebiT Tavdeba.
sad gadis sazRvari qrTamsa da dasaCuqrebas Soris? Tu qrTami aris
kriminaluri biznesis forma, dasaCuqreba mTel rig qveynebSi miCneulia
biznesis warmoebis meTodad.
vTqvaT, samewarmeo mizniT gavemgzavreT mozambikSi. partniorTan
faqtobrivad mivaRwieT SeTanxmebas, magram molaparakebebis bolos
gairkva, rom is iTxovs dasaCuqrebas garkveuli Tanxis odenobiT, amasTan
ar gaqvT survili gasceT Tanxa, raTa ar daarRvios biznesis warmoebis

61
eTikuri normebi. sad gadis sazRvari kanonis darRvevasa da saqmian
eTikas Soris, romelic akmayofilebs mocemuli qveynis tradiciebs.
imisaTvis, rom gadavwyvitoT es amocana, aucilebelia, winaswar gavecnoT
mocemuli qveynis tradiciebs. afrikisa da aziis qveynebis umetesobas
gaaCnia tradicia, romlis Sesabamisad, biznesis warmoebis swor tonad
aris miCneuli saCuqrebis gacvla. gamWriaxe biznesmeni unda ecnobodes am
tradiciebs, raTa isini warmatebulad gamoiyenos eTikuri normebis
daurRvevad Tavis sasargeblod.
ganviTarebad qveynebSi saqmianobis warmarTvisaTvis aucilebelia,
gaviTvaliswinoT tradiciis sami saxeoba, romlebic safuZvlad edeba am
qveynebSi saqmiani eTikis normebs. esenia: `xSuli wre~, urTierT
momsaxurebis sistema, saCuqrebis gacvla.
ganviTrebad qveynebSi adamianebs miaCniaT, rom erTobliv bizness
unda warmarTavdes mxolod im adamianebis wre, romlebic warmoadgenen
erTmaneTis naTesavebs an axlo megobrebs. es aris `xSuli wre~,
romelSic sxva `autsaiderebis~ adgili ar aris. mocemuli faqtoris
gamoyeneba am qveynebSi biznesis sawarmoeblad mniSvnelovania imdenad,
ramdenadac mocemul SemTxvevaSi `insaidebs~ icnoben da endobian.
urTierT momsaxurebis sistemaSi biznesSi monawile ramodenime
subieqts Soris SeiZleba damyardes iseTi myari kavSirebi, urTierT
ndobis iseTi maRali niSnuli, rodesac erTi partniori mis mier
warsulSi gaweuli momsaxurebis gamo, davalebulia meores winaSe amitom
mas aucileblobis SemTxvevaSi Tamamad SeuZlia mosTxovos partniors
raime saxis momsaxurebis gaweva. vTqvaT, mogeciT uangarod 1000 dolaris
Tanxa biznesis gafarToebisaTvis. mdgomareobis stabilizaciis Semdgom,
Tqven Cemi pirvelive moTxovnis Semdeg gagaCniaT realuri stimuli, rom
momceT 2000 dolaris Tanxa anu, urTierTndobis faqtori am SemTxvevaSi
Tavis dadebiT rols TamaSobs.
tradiciis mesame saxeoba aris saCuqrebis gacvla. saCuqrebis miReba
gacilebiT metia, vidre ubralo Jesti. aRsaniSnavia isic, rom am tipis
urTierTobani safuZvels udeben myar, xangrZliv, momavalze ori-
entirbul, partniorul kavSirs. am dargis specialisti d. fedimeni wers:
`saCuqrebi aris ubralod katalizatori. idealur pirobebSi es procesi
unda gaxdes movlenaTa daumTavrebeli wre, romelic moicavs vizitebs,
megobrul Jestebsa da momsaxurebas, romelic mTeli maTi cxovrebis
manZilze~ mdinaresaviT miemarTeba erTi monawilidan meoresaken.
amdenad, am meTodebis gamoyenebiT, biznesmenebma SesaZlebelia
daimsaxuron ndoba, miiRon adgilobriv bazarze Tavisufali SeRwevis
SesaZlebloba, ucxo sabazro garemoSi minumamde daiyvanon riski. am
procesSi mniSvnelovania is, rom erTmaneTisagan ganvasxvavoT dasaCuqreba
da qrTami. Tu afrikeli an azieli partniorebi moiTxoven garkveul
Tanxas, aucilebelia dazustdes am Tanxis moculoba da mizani, rac
ufro naklebia es Tanxa, miT ufro naklebad emTxveva is qrTamis
Sinaarss. mniSvnelovania aseve is, rom gaarkvioT visTvisaa es Tanxa
gankuTvnili. im SemTxvevaSi Tu is gadaecema mesame pirs an
xelisuflebis warmomadgenels, is qrTamia.
msxvil amerikul korporaciebs kargad aqvT damuSavebuli fuladi
dasaCuqrebis meTodologia. isini ar aZleven fuls kerZo pirebs, aramed
iZlevian uprocento subsidiebs saavadmyofoebis an skolebis mSene-
blobisaTvis, uzrunvelyofen teqnikur daxmarebas, iZlevian samuSao
adgilebs kompaniebis filialebSi, anu amiT mocemul qveyanaSi iqmneba

62
biznesisisadmi keTilganwyobis atmosfero. amiT maT eqmnebaT dadebiTi
imiji, maRali reputacia, rom saqmis warmoebisaTvis gaices qrTami.
sazogadoebaSi im adgilobrivi Cinovnikebis avtoriteti, romlebic
Rebuloben am subsidiebs mniSvnelovnad izrdeba.
Sesabamis sferoSi codna aZlevs biznesmenebs saSualebas yovelgvari
qrTamis gareSe warmatebulad awarmoon TavianTi saqme, rogorc sakuTari
Tavis, aseve sazogadoebis sasargeblod.

II. 12. biznesis eTikuri pasuxismgeblobis stimulireba

msoflios kompaniebis umravlesoba pasuxismgeblobiT ekideba

biznesis eTikur problemebs. bevri maTgani cdilobs, SeimuSaos am
problemis regulirebis individualuri gadawyvetis gzebi. amasTan,
biznesmenTa Soris arian iseTebic, romlebic am sferoSi danaxarjebs
zedapirulad epyrobian.
Tanamedrove kompaniebi damoukideblad amuSaveben biznesis eTikis
kodeqss, romelSic asaxulia is principebi da Rirebulebani, romliTac
isini gadawyvetilebaTa miRebis procesSi xelmZRvaneloben. Tanamedrove
kompaniebi xarjaven didZal fuls imisaTvis, rom biznesis eTikuri
normebis dacvis sferoSi ganaxorcielon momuSaveTa swavleba. firmaTa
umravlesoba safuZvlianad ecnoba samuSaoze asayvani pirovnebis
keTilsindisierebas. am mizniT, gamoiyeneba intervius meTodi, sadac
specialistebi amowmeben samuSaos pretendentebis moralur Tvisebebs. es
meTodebi gulisxmobs specialuri testebis gamoyenebas, romelTa
Sedegebi cxadyofen pretendentis patiosnebas. rogorc wesi, aq
gamoiyeneba Semdegi xasiaTis SekiTxvebi: `Tu Tqven dainaxeT, rom Tqveni
kolega iparavs, SeatyobinebT Tu ar amis Sesaxeb xelisuflebis
warmomadgenlebs~ an `eTanxmebiT Tu ara, rom moparoT damqiravebels
aris igive, rom moparoT amxanags~.[280, p.117].
kompaniebis xelmZRvanelTa umetesoba aregulirebs TavianTi
TanamSromlebis eTikur qcevas piradi magaliTiT. yovelwliurad
amerikuli korporaciebi qvelmoqmedebaze xarjaven 6 mlrd dolars.
arian iseTi administratorebic, romlebic TavianTi drois nawils
sazogadoebriv saqmianobas uTmoben. [281, p.8].
kompaniebi did adgils uTmoben korporaciuli pasuxismgeblobis
problemas. isini ayalibeben struqturebs, romlebic sazogadoebriv
kavSirze (PR), garemos dacvaze arian pasuxismgebelni. am struqturebis
amocana mdgomareobs imaSi, rom korporaciis yvela qmedeba unda aigos
socialuri pasuxismgeblobis principze. ase magaliTad, kompania
`makdonaldSi~ arsebobs garemos dacvis sakiTxebSi vice-prezidentis
Tanamdeboba. es kompania yovelwliurad 100 mln dolars xarjavs
narCenebis SemcirebisaTvis. [157, p.14]. mTeli rigi kompaniebi iyeneben
TavianT programebs bunebis dacvisaTvis. ase magaliTad, kompania `beni da
jeri~ Tavisi namcxvris erT-erTi saxeobis realizaciis Sedegad miRebul
mogebas amazonis tyeebis dasacavad iyenebs.
socialur pasuxismgeblobaze dafuZnebuli saqmianoba mniSvnelovan
danaxarjebs moiTxovs. resursebis SezRudulobis gamo, kompaniebs ar
gaaCniaTY saxsrebi, romlebic aucilebelia bunebis dacvis programis
sruli amoqmedebisaTvis. amitomac aris, rom xSir SemTxvevaSi maT winaSe
dgas alternativa, daxarjon es Tanxebi miznobrivad, bunebis dacvis
programebisaTvis, Tu gamoiyenon isini sakuTari warmoebis masStabebis

63
gasafarToeblad. dRes ar arsebobs mecnierulad dasabuTebuli norma-
tivebi, romliTac kompaniebs SeuZliaT isargeblon am prioritetebis da-
dgenis procesSi.

mimoxilviTi SekiTxvebi:

1. riT ganisazRvreba mewarmis Tavisuflebis xarisxi?

2. ekonomikis romeli donis mixedviT SeiZleba ganvixiloT
biznesis garemo?
3. ra gvevlineba biznesis samarTlebrivi regulirebis obieqtad?
4. raSi mdgomareobs biznesis socialuri pasuxismgeblobis fi-
losofiuri safuZvlebi?
5. ra aris ultilitarizmis principi?
6. ra igulisxmeba adamianis uflebebis dacvaSi?
7. ra igulisxmeba samarTlianobis principSi?
8. rogoria biznessa da bunebriv garemos Soris urTierTda-
mokidebuleba?
9. rogoria xelisuflebis roli ekologiuri problemebis re-
gulirebaSi?
10. rogoria damokidebuleba biznessa da momxmareblebs Soris?
11. rogor SegviZlia movaxdinoT biznesis eTikuri pasuxi-
smgeblobis stimulireba?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. ras moicavs biznesis mikro, makro da saerTaSoriso garemo?

biznesis mikrogaremo moicavs: mimwodeblebs, momxmareblebs,
konkurentebs, daqiravebul muSebs, kanonebs, saxelmwifo organoebs,
profkavSirebs.
makrodoneze erovnuli ekonomikis masStabebSi sameurneo subieqtebis
saqmianobaze biznesi axdens irib, magram arsebiT zegavlenas. is moicavs
qveynis ekonomikur mdgomareobas, bazris institutebs, sazogadoebrivi
kulturis dones, politikur da saerTaSoriso faqtorebs.
saerTaSoriso garemo irib zegavlenas axdens firmebze. erovnul
ekonomikaze zegavlenis TvalsazrisiT is vlindeba sazRvargareTis
investiciebis, importiorebis, erToblivi sawarmoebis saqmianobaSi.
2. biznesis samarTlebrivi sivrcis gardaqmnis formebi:
biznesis samarTlebrivi sivrcis gardaqmnis formebia _ evoluciuri
da revoluciuri. samarTlebrivi sivrcis evoluciuri gardaqmna
gulisxmobs misi srulyofis Tamimdevrul, etapur process.
revoluciuri gardaqmna gulisxmobs samarTlis arsebuli sistemis
fuZemdebluri principebis ngrevas, axali sistemis Seqmnis safuZvelze.
3. gamoyaviT is oTxi sazogadoebrivi jgufi, romlis winaSe biznesi
aris pasuxismgebeli?
kompaniebs gaaCniaT pasuxismgebloba sazogadoebis, momxmareblebis,
mosamsaxureebis da investorebis winaSe.
4. CamoTvaleT biznesis eTikuri problemebisadmi midgomis oTxi
filosofiuri principi?
eTikuri problemebis gadawyvetis procesSi kompaniebi SeiZleba
daeyrdnon im religiur swavlebas, romelic gamomdinareobs qristianuli
moralisagan _ ultilitarizms (maqsimaluri sikeTe adamianTa maqsi-

64
maluri odenobisaTvis), adamianis uflebaTa dacvas (adamianTa Rirsebis
pativiscemas) da samarTlianobas (sikeTeebis da pasuxismgeblobis
samarTlian ganawilebas).
5. CamogviTvaleT momxmarebelTa oTxi ZiriTadi ufleba?
momxmareblebs gaaCniaT usafrTxoebis, informaciis miRebis,
arCeviTobis, TavianTi moTxovnebis dasmis ufleba.
6. CamogviTvaleT TaRliTobis is ori ZiriTadi gza, romlis gamoc
investorebi ver Rebuloben TavianT mogebas?
investorebi rCebian motyuebulni: 1) rodesac kompaniebi da calkeuli
pirebi piradi angarebis mizniT axdenen investiciebiT manipulirebas. 2)
kompaniis warmomadgenlebi sakuTari mizniT, iyeneben aqtivebs da
investiciebs, riTac amcireben investorebis Semosavlebs.
7. CamogviTvaleT xuTi mimarTuleba, romliTac komopaniebi
axorcieleben TavianTi eTikuri da socialuri pasuxismgeblobis
realizebas?
kompaniebi Rebuloben EeTikur kodeqss; unergaven TanamSromlebs
maRali moraluri normebisadmi pativiscemis grZnobas; amowmeben misaRebi
muSakebis patiosnebas; ewevian qvelmoqmedebas.

65
 Tavi III
biznesis organizaciis formebi

1. msxvili biznesi ufro xels uwyobda

cxovrebis miRweuli donis Seqmnas,
vidre xels uSlida.
i. Sumpeteri

2. kapitalizmi _ es aris sistema, ro-

melic aqezebs marjve da dakvi-rvebul
gonebas, gaadidos maqsima-lurad zanti
adamianebis umetesobis keTildReoba.
l. mizesi

3. swrafva mogebisaken es aris swored

is, rac resursebis yvelaze efeqtiani
gamoyenebis saSualebas iZleva.
f. a. haieki

am TavSi Tqven gaecnobiT:

2. individualur kerZo 3. korporaciebis

1. firmebis mikuTvne-
firmebs; maT Rirseba-na- Serwymis process;
bas ekonomikis seqto-
klovanebebs; amxanago- firmebis Serwymis
risadmi; momsaxurebis
bebis ZiriTad saxeebs; formebs.
sferos gafarToebis
korporaciebis arss;
perspeqtivebs; sa-
korporaciebis marTvis
kuTrebis formebs bi-
formebs.
znesSi.

III. 1. warmoebis da momsaxurebis sferoSi dasaqmebuli kompaniebi

kompaniebi ekonomikis seqtorebis mixedviT iyofa 2 ZiriTad jgufad: I.

momsaxurebis sferoSi dasaqmebul da II warmoebis sferoSi dasaqmebul
kompaniebad. am Tu im kompaniis mikuTvneba ekonomikis seqtorisadmi
ganisazRvreba imis mixedviT Tu ras awarmoeben isini: saqonels Tu
momsaxurebas.
momsaxurebis aris umniSvnelovanesia. calkeul qveynebSi is
maprofilebelia. ase magaliTad, aSS-Si masze modis biujetis Semosavlis
70%. iaponiaSi 74%, germaniaSi 62%. [270,p.142]
momsaxurebasa da warmoebas Soris urTierTkavSiri ar ganisazRvreba
qveynis ekonomikaSi misi xvedriTi wiliT. orive seqtori urTierTavsebs
erTmaneTs da warmoadgens erTi mTlianis organul nawils. mwarmoeblebs
esaWiroebaT momsaxure firmebi, raTa SeZlon saqonlis yidva-gayidva.
zRvari momsaxurebasa da warmoebas Soris araerTgvarovania.
magaliTis saxiT SeiZleba ganvixvixiloT kompania `ai-bi-em~-i. am kompaniis
muSakebis mcireodeni nawili fizikurad awarmoebs saqonels, momuSaveTa
ufro didi nawili Cabmulia momsaxurebis operaciebSi, rac aisaxeba
kompiuteruli sistemis individualur daproeqtebasa, Tu klientebis

66
individualuri moTxovnilebebis SeswavlaSi. es saqmianoba sruldeba
individualuri saqonlis realizaciis mizniT, anu Cven mas ver
mivakuTvnebT momsaxurebis sferos. amasTan, am sferoSi ar mimdinareobs
saqonlis warmoeba, anu is ar miekuTvneba warmoebis sferosac.
momsaxurebasa da warmoebas Soris aq mkacri sazRvari ar arsebobs,
radganac warmoebas axlavs momsaxureba.
meore msoflio omis Semdeg momsaxurebis sfero gansakuTrebiT
intensiurad ganviTarda. momsaxureba yvela qveynis, ekonomikaSi
gansakuTrebul rols TamaSobs. 1940 wels am sferoSi dasaqmebuli iyo
muSebis naxevarze meti. bolo wlebSi industriulad ganviTarebul
qveynebSi izrdeba momsaxurebis xvedriTi wili. amis mizezi mdgomareobs
imaSi, rom warmoebis srulyofam SesaZlebeli gaxada sawarmoo sferoSi
Semcirebuliyo dasaqmebulTa xvedriTi wili. ukanasknelni dasaqmndnen
momsaxurebis sferoSi (restornebis, iuridiuli momsaxurebis da sxva
biznesSi), meore mizezi aris teqnikuri progresi. imis magivrad, rom
msxvilma kompaniebma awarmoon sakuTari sakompiutero, samarketingo da
sxva tipis momsaxureba, isini am amocanebis gadasawyvetad mimarTaven
wvril an saSualo firmebs, romlebic specializdebian am sferoSi.
momsaxurebis sfero dRes ise intensiurad viTardeba, rom sabanko
seqtori, savaWro qseli da sarestorne biznesi aWarbebs moTxovnas.
[252,p.5] amasTan, calkeul dargebSi momsaxurebis seqtors aqvs
gansxvavebuli perspeqtiva.
swrafad ganviTarebads dRes warmoadgens sacalo da sabiTumo
vaWrobis sfero. aq aris warmodgenili rogorc wvrili saojaxo firmebi,
aseve msxvili sabiTumo gamanawilebeli kompaniebi. amasTan, mimdinareobs
wvrili firmebis etapobrivi gamoZevebis procesi am bazridan. maT
enacvlebaT msxvili supermarketebi. msxvil sferod rCeba finansebi da
dazRveva. aq aris warmodgenili, rogorc msxvili safinanso institutebi,
aseve saSualo sadazRveo kompaniebi. ukanasknel aTwleulSi es seqtori
intensiurad farTovdeba.
transporti da komunikaciebi ukanasknel aTwledSi aseve mniSvne-
lovnad ganviTarda da es privatizaciis erT-erTi Sedegia. aviakompaniebis
Seqmna, eleqtrodistribucia Tu telekomunikaciuri sistemebi moiTxovs
msxvil kapitaldabandebas.
Cqari tempebiT viTardeba `sxva momsaxureba~. aq Sedis saparikmaxero
salonebi, kerZo skolebi, saremonto saxelosnoebi, sastumroebi,
samedicino kerZo dawesebulebebi, dasvenebis parkebi da sxva.
yvelaze didi perspeqtiva gaaCnia turizms, rogorc swrafad mzard da
rentabelur dargs.
sawarmoo seqtoris aRorZineba xdeba 90-iani wlebidan. aq dominirebs
mSenebloba. es aris dargi, romelic yvelaze ufro reagirebs saprocento
ganakveTebze. Tu saprocento ganakveTi maRalia, mSeneblobis moculoba
ecema da piriqiT.

III. 2. kompaniebis dayofa sakuTrebis formebis mixedviT

sakuTrebis formebis mixedviT kompaniebi iyofa: 1)erTpirovnul

mfobelobad da individualur firmad, 2) amxanagobad, 3) korporaciad.
sakuTrebis samive formas aqvs Tavisi individualuri Tvisebebi,
uaryofiTi da dadebiTi mxareebi. saqarTvelos kanoniT `mewarmeTa

67
Sesaxeb~ dadgenilia sawarmooTa Semdegi organizaciul-samarTlebrivi
formebi:
1. individualuri sawarmo;
2. solidaruli pasuxismgeblobis sazogadoeba;
3. komindaturi sazogadoeba;
4. SezRuduli pasuxismgeblobis sazogadoeba;
5. saaqcio sazogadoeba;
6. kooperativi.
individualuri kerZo firma _ es aris is firma, romelic miekuTvneba
erT pirovnebas, Tumca masSi SeiZleba dasaqmebuli iqnes ramodenime
aTeulobiT adamiani. es aris saqmiani sawarmoos organizebis yvelaze
iaffasiani da martivi forma. upiratesad, es forma dominirebs sacalo
vaWrobis, momsaxurebis, saojaxo meurneobis sferoebSi. `mewarmeTa
Sesaxeb~ kanonis Sesabamisad, individualuri mewarme ar aris iuridiuli
piri, is Tavis ufleba-movaleobas axorcielebs, rogorc fizikuri piri.
individualur kerZo firmas gaaCnia rigi upiratesobebi. yvelaze
ZiriTadi aris is, rom aseTi firmebi martivia dafuZnebis
TvalsazrisiT. mis Sesaqmnelad sakmarisia registracia. sakuTrebis am
fo-rmaSi yvela saxeobis gadawyvetilebani (ra vawarmooT, vin davasaqmoT,
rogor gavanawiloT mogeba da sxva) miiReba individualurad. kidev erTi
upiratesoba am tipis firmebisa aris konfedencialoba. aseTi tipis
sawarmoebis finansuri da sawarmoo mdgomareoba cnobilia mxolod
sagadasaxado organoebisaTvis, anu am firmis mflobeli ar aris
angariSvaldebuli sazogadoebis winaSe, rogorc es xdeba korporaciis
SemTxvevaSi. aSS-Si, am tipis firmebs eZlevaT ufleba, gaxsnan bankSi e.w.
`koka~ angariSi. am angariSze Cairicxeba am firmebis garkveuli Tanxebi,
romlebic qmnian sapensio fonds. aseTi Semosavlebi ar ibegreba maTi
angariSidan moxsnamde, rac SesaZlebelia mxolod pensiaze gasvlis
Semdeg.
miuxedavad imisa, rom individualuri sawarmo SeiZleba iyos
nebismieri zomis, maTi umravlesoba miekuTvneba mcire bizness. aseTi
tipis firmebs aqvT uaryofiTi Taviseburebanic. jer erTi, isini efuZvneba
SedarebiT mcire kapitals da amitomac awydebian winaaRmdegobebs
sesxebis aRebis SemTxvevaSi. amasTan, mcire sawarmoebs moklevadiani
krediti miecemaT ufro maRali saprocento ganakveTiT, vidre msxvil
korporaciebs. erTpirovnuli mmarTveloba niSnavs erTpirovnul
pasuxismgeblobas firmis menejmentze. amdenad, firmis gafarToebis
tendencia damokidebulia erTi piris talantsa da unarze, romelic,
rogorc wesi, damoukideblad Rebulobs gadawyvetilebebs, rac
faqtobrivad ar iZleva am gadawyvetilebaTa sxva pirebze gadanawilebis
SesaZleblobas, anu am biznesis mTavari uaryofiTi Tviseba aris misi
mflobelis ganusazRvreli pasuxismgebloba. kanonis Sesabamisad firma da
misi mflobeli aris gaigivebulia. nebismieri tipis danaxarjebze
pasuxismgebeli aris mxolod am firmis mflobeli. uaryofiTia am saxis
biznesis memkvidreobiToba, anu firmis mflobelis sikvdilis Semdeg misi
biznesi gadaecema memkvidreebs, im SemTxvevaSi Tu biznesi agebuli iyo
misi mflobelis talantsa da kvalifikaciaze eWvqveS dgeba misi momavlis
sakiTxi.
Tu arsebobs biznesis damoukidebeli dawyebis safrTxe, upriania misi
riskis gadanawileba, anu misi dawyeba partniorTan erTad. aseT

68
SemTxvevaSi iqmneba amxanagoba _ es aris ori an meti piris gaerTianeba
erToblivi biznesis warmoebisa da erToblivi mogebis miRebis mizniT.
amxanagobis SemTxvevaSi partniorebs Soris nawildeba yvela saxeobis
valdebuleba dawyebuli amxanagobis marTvidan, damTavrebuli mogebis
Tu zaralis gadanawilebamde. amxanagoba Tavisi masStabebis mixedviT,
SeiZleba iyos rogorc mcire masStabebis sawarmo, romelsac marTavs ori
an meti pirovneba, aseve mravalaTasiani transnacionaluri kompania.
arsebobs amxanagobis sami ZiriTadi saxeoba. esenia: saerTo amxanagoba,
romelSic yvela partniori Tanabari uflebebiT sargeblobs da aseve
saerToa maTi pasuxismgebloba firmis winaSe. SezRuduli
pasuxismgeblobis sazogadoeba (amxanagoba) sadac erTi an ramodenime
adamiani gamodis firmis mTavar partniorebad, da mTlianad axorcieleben
mis menejments, xolo sxva partniorebi arian mxolod investorebi da ar
monawileoben firmis marTvaSi, amitomac ewodeba maT SezRuduli
pasuxismgeblobis. mesame forma aris SezRuduli pasuxismgeblobis
kvalificiuri amxanagoba _ romelic moqmedebs rogorc korporacia,
romelsac aqvs ufleba gayidos partnioruli uflebebi safondo birJaze.
individualur kerZo firmebs da amxanagobebs aqvT rigi upira-
tesobebisa: jer erTi mewarmeobis am formebis Seqmna organi-zaciulad
martivia. SedarebiT rTulia xelSekrulebis gaformeba, sadac gawerilia
partniorebis uflebebi da movaleobani, rac moiTxovs damatebiT
iuridiul konsultacias. amxanagobebis upiratesoba mJRavndeba imaSic,
rom maT marTvaSi (menejmentSi) monawileobs ramodenime partniori da
Sesabamisad, kargad SerCeuli gundis SemTxvevaSi, es qmnis warmatebuli
biznesis perspeqtivas. amxanagobas upiratesoba gaaCnia individualur
sawarmosTan SedarebiT kreditebis mopovebis TvalsazrisiTac, radganac
valis gadaxdis valdebuleba Tanabrad nawildeba partniorebze da maT
qonebaze. amxanagobis wevris gasvlis (sikvdilis) SemTxvevaSi advili
xdeba axali partnioris moZebna, romelic axal stimuls matebs ukve
arsebul bizness.
amasTan erTad, amxanagobebs gaaCniaT naklovanebanic. misi ZiriTadi
naklovaneba mdgomareobs amxanagobis wevrebis SeuzRudav pasuxismge-
blobaSi. Tu romelime partniori dauSvebs seriozul profesiul an
finansur Secdomas, masze pasuxs agebs amxanagoba mTeli misi qonebiT,
rac qmnis biznesis gakotrebis safrTxes. Tumca dRevandel sadazRvevo
praqtikaSi ukve SesaZlebeli xdeba finansuri riskebis dazRveva, rac
damatebiT xarjebs moiTxovs biznesis stabilurobisTvis. kidev erTi
naklovaneba aris is, rom biznesis erToblivi warmarTvis SemTxvevaSi
izrdeba partniorebs Soris komfliqtebis warmoqmnis potenciuri
SesaZlebloba. es dakavSirebulia imasTan, rom TiToeuli maTgani
cdilobs, moeqces biznesis mmarTvelobis saTaveSi. `skamebisaTvis~
brZolis procesSi axalgazrda partniorebs Soris, rogorc wesi,
warmoiqmneba `samewarmeo antagonizmi~, rac aseve xels uSlis biznesis
warmarTvas.
biznesis organizaciis yvelaze msxvili forma aris korporacia.
Tanamedrove korporaciebi Camoyalibdnen XIX saukuneSi, rac dakavSi-
rebuli iyo samrewvelo revoluciis aRmavlobasTan, radganac am
periodSi saWiro iyo kapitalis gamsxvileba, misi gaerTianeba msxvili
proeqtebis ganxorcielebis mizniT. es proeqtebi imdenad mniSvnelovani
iyo, rom maTi ganxorcieleba ar SeeZlo arc erT individualur mewarmes.
amitom, aucilebeli gaxda biznesis wilebis gayidva, raTa yovel Cadebul

69
dolarze mepaiebs mieRoT am biznesidan mogeba. mewileebi ar
monawileoben korporaciis marTvaSi; amasTan, maT aqvT ufleba, kenWi
uyaron im sakiTxebs, romlebic dakavSirebulia biznesSi maT
interesebTan. imisaTvis, rom wili daculi yofiliyo riskisagan, maTi
pasuxismgebloba ganisazRvreboda, mxolod maT mier Setanili pais
farglebSi.
am gadawyvetilebam gansazRvra is, rom rig wamyvan qveynebSi
korporaciebi gadaiqca erovnuli ekonomikis wanyvan Zalad. sakano-
nmdeblo da normatiuli bazis ganviTarebasTan erTad korporaciebma
SeiZines maTi yvelaze msxvili mepaies atributebi. aseTi kompaniis da misi
aqcionerebis an mflobelebis urTierTkavSirSi unda veZeboT
korporaciebis Zlierebis ZiriTadi wyaro, radganac korpomarTva aris
gancalkevebuli sakuTrebisagan da korporaciis mflobelebs SeuZliaT,
gaanTavisuflon korporaciis menejeri, Tu isini aseT gadawyvetilebas
koleqtiurad miiReben. amasTan erTad, radganac aqciebi SeiZleba gaiyidos
an gadaeces memkvidreobiT, kompaniis mflobelTa Semadgenloba icvleba,
magram misi marTvis struqtura ar ganicdis amiT adekvatur cvlilebebs.
korporaciebi SeiZleba iyos saSualo da msxvili. aSS-is 500 korporaciis
jamuri brunva Seadgens weliwadSi 2 trilion dilars, dasaqmebulTa
ricxvi 12,4 mln. adamiania. mxolod `jeneral motorzSi~ aris 760 aTasi
muSaki. [220,p.18].
korporaciebi SeiZleba iyos sxvadasxva tipis, rac asaxavs maTi
ganviTarebis dinamikas. korporaciebi SeiZleba iyos saxelmwifo an kvazi
saxelmwifo.30 saxelmwifo korporaciebs sxvadasxva qveyanaSi sxvadasxva
daniSnuleba gaaCniaT. mag.: saqarTveloSi _ navTobis korporacia, ruseTSi
_ rosenergo, rac gulisxmobs saxelmwifos mxridan garkveuli resu-
rsebis gakontrolebas. aSS-Si aseTi korporaciebi iqmneba miznobrivad.
mag.: adgilobrivi skolebis marTvis an Tundac teritoriuli erTeulis
marTvis mizniT (mag. tenesis dablobis marTvis mizniT). kvazisaxelmwifo
korporaciebi iqmneba komunaluri momsaxurebis, wylis, gazis miwodebis
da sxva mizniT. kerZo korporaciebi _ es is korporaciebia, romlebic
imyofebian kerZo pirebis mflobelobaSi. maTi mflobelebi ufleba-
mosilebi arian Seisyidon aqciebi fasiani qaRaldebis bazarze. maT
gaaCniaT mogebis zrdis ufro Zlieri stimulebi vidre saxelmwifo
korporaciebSia.
saxelmwifo da kerZo korporaciebi SeiZleba iyos, rogorc
komerciuli aseve arakomerciuli. arakomerciul korporaciebs gaaCnia
araekonomikuri miznebi, maTi amocanebi vrceldeba ganaTlebis, qvelmo-
qmedebis da sxva sazogadoebriv interesebze. kardiologTa asociacia an
Tundac harvardis universiteti, arakomerciuli korporaciebia. kome-
rciuli korporaciebi iqmneba, raTa mogeba moutanon maT mflobelebs.
korporaciebi ASeiZleba iyos Ria da daxuruli tipis. Ria tipis
korporaciebi aqtiurad yidian TavianT aqciebs Ria bazarze. ukanasknels
SeiZleba mivakuTvnoT, rogorc kerZo aseve kvazisaxelmwifo
korporaciebi. daxuruli tipis korporaciebi ar yidian TavianT aqciebs
Ria bazarze, anu sakuTar saxsrebs iyeneben warmoebis gafarToebisTvis an
afinanseben biznesis ganviTarebas sabanko wyaroebidan. es aZlevs maT
mflobelebs uflebas, srulad gaakontrolon TavianTi maT da icavs
kompanias sakontrolo paketis gayidvisagan.

30
kvazi (laTinurad quasi – TiTqosda), rac niSnavs aranamdvils.

70
 garda aRniSnulisa, arsebobs profesiuli korporaciebi, romlebic ar
miekuTvnebian Ria tipis korporaciebs, xolo maTi aqcionerebi bazarze
yidian sxvadasxva tipis momsaxurebas (samedicinos, sainJinros, iuri-
diuls).
sxva tipis korporaciebs miekuTvnebaT e.w. S_ korporaciebi. es aris
korporaciisa da amxanagobis hibridi. am SemTxvevaSi Semosavlebi da
gasavlebi modis uSualod korporaciis mflobelebze. amasTan erTad S _
korporaciebis aqciebis, iseve rogorc Cveulebrivi korporaciebis
aqciebis mflobelebs, gaaCniaT SezRuduli pasuxismgebloba. S _ korpo-
raciebs gaaCniaT SezRudvebi. aSS-is kanonebiT am korporaciaSi ar
SeiZleba Sediodes 35-ze meti aqcioneri, mas ar SeiZleba gaaCndes sxva
korporaciis aqciebis 80%-ze meti da mas ar aqvs ufleba, Semosavlis 25%-
ze meti miiRos pasiuri wyaroebidan, iseTebidan, rogoricaa ijara,
ganakveTi da sxva.
yvela korporacia aris damoukidebeli organizacia. Svilobili
korporaciebi nawilobriv an srulad miekuTvneba sxva korporaciebs,
romelTac dedobili kompaniebi ewodeba, ukanasknelni srulad
akontroloben Svilobil korporaciebs. dedobili kompaniebis
gansakuTrebuli tipi aris xoldingi, romelic ar ereva Svilobili
kompaniis saqmianobaSi, aramed flobs mxolod aqciebs, rogorc
investirebul kapitals.
korporaciebi garda aRniSnulisa, gansxvavdebian biznesis adgilmde-
bareobis mixedviT. sazRvargareTis korporacia aris is firma, romelic
eweva bizness erT qveyanaSi, xolo registrirebulia meoreSi.
adgilobrivi korporaciebi aris is firmebi, romlebic ewevian bizness im
qveyanaSi, sadac gaiares registracia da miiRes saqmianobis licenzia.

III. 3. korporaciebis struqtura da maTi marTva

miuxedavad imisa, rom yvela korporacia ekuTvnis aqcionerebs, isini

iSviaTad monawileoben mis marTvaSi. am funqciebs asrulebs direqtorTa
sabWo, romlebsac niSnaven korporaciis mflobelebi (nax. #6).
Teoriulad, aqcionerebi arian korporaciis marTvis mTavari
subieqtebi. miuxedavad amisa, praqtikaze aqcionerebi, romlebic msxvil
korporaciaSi SesaZlebelia iyeneben asobiT, Rebuloben mxolod
rekomendaciebs korporaciis marTvis dargSi. amasTan erTad, calkeul
aqcionerebs SeuZliaT moaxdinon zegavlena korporaciaze ufro didi
zomiT, vidre sxvebs. mesakuTreTa nawili flobs aqciebis im wils,
romelic ar aZlevs
aqcionerebi

irCeven direqtorTa niSnaven korporaciis qiraoben

sabWos Tanamdebobis muSakebs
pirebs

naxati #6 korporaciis marTvis sqema.

maT xmis uflebas. sxva nawils gaaCnia es ufleba TanafardobiT _ erT

aqciaze erTi xma. aqcionerebis uflebebi damokidebulia aqciaTa

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raodenobaze. piri romelsac 1000 aqcia aqvs, ufro met xmas flobs vidre
piri, romelmac SeiZina 100 aqcia.
ukanaskneli 20 wlis ganmavlobaSi sazRvargareTis qveynebSi
instituciuri investorebi, iseTebi rogoricaa sapensio fondebi,
sadazRveo kompaniebi, ganaTlebaze SemowirulobaTa fondebi da sxva
nacionaluri korporaciebis umsxvilesi aqcionerebi gaxdnen. dRes maT
ekuTvnis aSS-is kompaniaTa aqciebis naxevarze meti. [117,p.32]. es msxvili
invrstorebi TamaSoben did rols korporaciebis marTvaSi. ase
magaliTad, niu-iorkis sazogadoebrivma sapensio fondma daarwmuna firma
`eksoni~, rom mas direqtorTa sabWoSi aerCia garemos dacvis specialisti,
mas Semdeg, rac 1989 wels moxda navTobis gaJonva aliaskaze. [192,p.18].
weliwadSi erTxel yvela aqcioneri, romelsac gaaCnia xmis ufleba,
ikribeba, raTa airCes direqtorTa sabWo. isini aseve irCeven im
damoukidebel auditoriul firmas, romelic awarmoebs korporaciis
finansuri saqmianobis Semowmebas. Tu aqcionerebs ar SeuZliaT piradad
miiRon monawileoba aqcionerTa krebaSi, maT SeiZleba, sxva pirebs
gadascen e.w. kenWisyraSi monawileoba, romelic warmoadgens uflebas _
ndobiT aRWurvilma pirma miiRos monawileoba kenWisyris procedurebSi.
direqtorTa sabWos ZiriTad funqcias Seadgens xelmZRvanelobis
SerCeva da korporaciis mimdinare marTva. direqtorTa sabWo Rebulobs
yvela mimdinare gadawyvetilebas. magaliTad, axali qarxnis mSenebloba,
korporaciis axali prezidentis daniSvna, Svilobili kompaniis yidva da
sxva. kompaniis masStabebidan gamomdinare, direqtorTa sabWo SeiZleba
iyvnen 3-dan 35 wevramde. tipiuri sabWo moicavs 15_25wevrs. zogierT
korporaciaSi direqtorTa sabWoSi SeiZleba iyos kompaniebis
administraciuli xelmZRvanelebic.
korporaciis marTvaSi direqtorTa sabWos calkeuli wevris
monawileobis xarisxi araerTgvarovania. sabWos wevrebs Soris zogierTi
realurad akontrolebs korporaciis mmarTvelebis saqmianobas, xolo
meore nawili ubralod `svams beWeds~ menejerTa gadawyvetilebaTa
dasturis niSnad. direqtorTa sabWos wevrebi arian TavianT
gadawyvetilebebze aqcionerebis winaSe angariSvaldebulni. ase maga-
liTad, kompania `trans iunior korporeiSenis~ direqtorTa sabWos
wevrebma miiRes pirvelive winadadeba da 23,5 milioniT azarales
aqcionerebi. amis gamo, delaveris (aSS) Statis umaRlesma sasamarTlom
daavaldebula isini gadaexadaT kompaniis aqcionerTa sasargeblod
sakuTari qonebidan 13,5 mln. dolari. [179,p.126].
realuri xelisufleba korporaciaSi ekuTvnis aRmasrulebel
direqtors. is valdebulia, gaataros is politika, romelsac adgens
direqtorTa sabWo. aRmasrulebeli direqtori SeiZleba iyos sabWos
Tavmjdomare an kompaniis prezidenti an iTavsebdes orive Tanamdebobas
erTad. rogorc wesi, aRmasrulebeli direqtori aqcionerTa krebas
sabWoSi dasamtkiceblad warudgens Tavis megobrebs, partniorebs an
saqmian nacnobebs. imdenad, ramdenadac es pirebi garkveulad davalebulni
arian direqtoris winaSe isini, rogorc wesi iziareben mis midgomebs.
miuxedavad amisa, bolo wlebSi iseTi firmebis aRmasrulebeli
direqtorebi, rogoricaa `alkoa~, `melon benki~ da sxva aRmasrulebeli
direqtorebi, direqtorTa sabWos mier iqna gadarCeuli imis gamo, rom
ukanasknelebma CaTvales, rom aRmasrulebeli direqtorebis politika
azaralebda aqcionerTa interesebs. [192,p.66].

72
 sakuTrebis arcerT formaSi ar xdeba im masStabiT fuladi
resursebis, ZiriTadi saSualebebis, adamianuri da materialuri
kapitalis koncentracia, rogorc es korporaciaSia. amitomac aris, rom
korporacia aqcionerTa interesTa marTvis saukeTeso meqanizmia da mas
gaaCnia rigi upiratesobebisa. erT-erTi maTgani aris SezRuduli
pasuxismgebloba, anu aqcionerebi pasuxs ar ageben kompaniis saqmianobaze
mTeli TavianTi qonebiT vTqvaT, Tu SeiZineT aqciebi da kompania
gakotrda, bunebrivia, Tqven pasuxs ar agebT kompaniis valebze, aramed
gekargebaT es aqciebi. amasTan erTad, direqtorTa sabWo da menejerebi
pasuxs ageben kompaniis saqmianobaze, Tu maT arasworad warmarTes
TavianTi saqmianoba, rogorc es aRwerili iyo zemoT moyvanil
magaliTSi.
Ria tipis korporaciebs garda amisa gaaCniaT, likvidurobis upi-
ratesoba, rac niSnavs, rom mflobelebs nebismier dros SeuZliaT aqcion
isini fulad, misi Ria bazarze gatanis SemTxvevaSi. es korporacias
mimzidvels xdis, radganac amxanagobaSi an individualur firmaSi
Cadebuli fulis amoReba erTob Znelia.
amasTan erTad, korporaciebs gaaCniaT TavianTi uaryofiTi
Tvisebebic. magaliTad, Ria tipis saaqcio sazogadoebani valdebulni
arian gamoaqveynon angariSi TavianTi finansuri mdgomareobis Sesaxeb,
garda amisa aseTi aseTi tipis informacia konkurentebisaTvis qmnis
nayofier saanalizo areals. naklovanebaa isic, rom korporaciis
registracia, misi aqciebis beWdva, gavrceleba sakmaod Sromatevadi
proceduraa.
cxadia isic, rom korporaciebis mimarT saxelmwifo iyenebs
gadasaxadebis ufro maRal dones, garda amisa aqcionerebi calke ixdian
saSemosavlo gadasaxads. es imas niSnavs, rom korporaciis mogeba orjer
ibegreba: ganawilebamde da ganawilebis Semdeg. Tanamedrove
korporaciebi cdiloben gaxsnan firmebi ofSorul zonebSi. mag.: panamaze,
bahamis kunZulebze, bermutis kunZulebze da sxva, radganac aq ar
arsebobs mogebaze gadasaxadi.

III. 4. korporaciebis Serwyma da STanTqva

Tanamedrove kompaniebi arseboben individualuri kerZo firmis,

amxanagobisa da korporaciis saxiT. amasTan erTad, isini mudmivad
icvlian TavianT formas. Jurnal `fortunas~ monacemebiT, gasuli
saukunis 90-ian wlebSi msoflios korporaciebis 80% an gaerTianda an
STanTqmuli iqna sxva korporaciebis mier. korporaciebi cdiloben, rig
SemTxvevaSi biznesis nawili gayon. ase magaliTad, kompania `qolgeiT-
palmolivma~ mTlianad gayida biznesis nawili, romelic exeboda
samedicino momsaxurebas. kompania `jeneral milzma~ gayida biznesis
nawili, romelic exeboda saTamaSoebis warmoebas, samkervalo nawarms da
sxva. [193,p.10]. amdenad, kompaniebi mudmivad erTiandebian, iyofian da qmnian
axal firmebs.
kompaniebis formis cvla SeiZleba moxdes gaerTianebis, STanTqvis da
sakontrolo paketis gayidvis gziT. gansxvaveba gaerTianebasa da
STanTqvas Soris aris teqnikuri. gaerTianebis dros ori an meti kompania,
romlebsac gaaCniaT saerTo interesebi erTiandebian, raTa gaaerTianon
TavianTi interesebi. STanTqvis dros erTi kompania yidulobs meores. es
procesi SeiZleba mimdinareobdes aqtivebis nawilis SesyidviT. 80-iani

73
wlebis bolos STanTqmis ZiriTadi forma mdgomareobda sakontrolo
paketis SesyidvaSi.
gaerTianeba da STanTqva warmoadgens kompaniebis Serwymis SedarebiT
radikaluri xerxs. xSirad kompaniebi iyeneben ufro zomier xerxebs
TavianTi interesebis gaerTianebisaTvis. magaliTad, or an sam kompanias
SeuZlia Seqmnas erToblivi sawarmo, raime erToblivi produqciis
realizaciis mizniT. aseTi sawarmo SeiZleba martivad daiSalos
proeqtis miznebis realizaciis Semdeg. es forma waagavs konsorciums.
magaliTad, `jeneral eleqtriki~, franguli firma `tompsoni~,
holandiuri firma `filips eleqtroniksi~, telekomunikaciebis axali
sistemis Seqmnis mizniT gaerTiandnen erTobliv saerTaSoriso
konsorciumSi. [230,p.102]
erToblivi saqmianobis organizaciis erT-erTi meTodi aris agreTve
kooperativis Seqmna. kooperativSi erTiandeba adamianTa jgufi an mcire
kompaniebi, romlebic xasiaTdebian erToblivi miznebiT. kooperativis
gansxvaveba saaqcio sazogadoebisagan mdgomareobs imaSi, rom isini
mTlianad inawileben miRebul mogebas. maSin, rodesac saaqcio
sazogadoebaSi nawildeba mxolod dividendebi.
kompaniebis 95%-Si Serwyma da STanTqva xdeba urTierTSeTanxmebis
bazaze. amasTan, Tanamedrove biznesis samyaroSi 5% Serwymis da STanTqva
xdeba cnobili gziT, romelsac biznesSi `mtruli Serwyma~ ewodeba. anu,
rodesac erTi kompania uqmnis meore kompanias iseT pirobebs, raTa
ukanaskneli mas iZulebiT Seerwyas. `mtruli Serwymis` ori gza arsebobs:
I. aqciebis Sesyidva tenderze; II. aqcionerebis xmebis gadmobireba. pirvel
SemTxvevaSi kompania `agresori~ korporacias aZlevs winadadebas
ukanasknelis aqciebis Sesyidvis Taobaze fiqsirebuli fasiT. es fasi,
rogorc wesi, mimdinare fasebze maRalia. amitom, aqcionerebi da-
intersebulni arian, raTa gayidon maTi aqciebi. kompania `agresori~
cdilobs, Seisyidos sakontrolo paketis tolfasi aqciebis raodenoba
da miaRwios ditreqtorTa sabWos da menejerebis misi interesebis
mixedviT Secvlas. meore meTodis mixedviT, kompania agresori cdilobs,
moipovos xmebis is raodenoba, romelic iwvevs direqtorTa sabWos cvlas
mis sasargeblod. es aris sakmaod rTuli meTodi, radganac arsebuli
kompaniis xelmZRvanelebi SesaniSnavad icnoben TavianT aqcionerebs.
Seswavlili 60 umsxvilesi kompaniidan, mxolod 30%-Si xdeboda
aqcionerTa xmebis gadmobireba. [248,p.121].
korporaciebis Serwymis da gaerTianebis politika specialistebis
mxridan arc Tu usafuZvlo kritikas iwvevs. am procesis mowi-
naaRmdegeebi amtkiceben, rom Serwyma iwvevs Sesyiduli korporaciis
valebis momsaxurebas da amis gamo izrdeba kapitaldabandebani sawarmoo
aqtivebSi. imis magivrad, rom gazardon ZiriTadi kapitali, kritikosebis
azriT, aseTi kompaniebi ebmebian uTavbolo sakuTrebiTi yidva-gayidvis
TamaSSi, ris gamoc iReben didi odenobiT kreditebs. amis magaliTia
kampos imperiis ngreva, romlis damfuZnebeli iyo cnobili milioneri
robert kampo, romelmac msxvili univermaRebis qselis Sesasyidad
gadaixada 10 mlrd. dolari. miuxedavad imisa, rom es maRaziebi iyo
Zalze popularuli, isini ar iZleodnen sakmaris mogebas, ris gamoc 90-
iani wlebis bolos kampo gakotrda.
SeerTeba da STanTqva Zviri ujdeba, rogorc adamianebs aseve mTels
regionebs. yvela saxis SeerTeba iwvevs kadrebis rotacias. xdeba
regionebis masStabiT warmoebis erTi adgilidan meoreSi gadatana da

74
sxva. saxelmwifo xSirad zRudavs STanTqvas. ase magaliTad, aSS-s 30-mde
StatSi moqmedebs kanonebi, romlebic icavs maT teritoriaze moqmed
korporaciebs.
Serwymas da STanTqvas aqvs pozitiuri mxareebic, rig SemTxvevaSi am
garigebebis gamo izrdeba aqcionerTa mogeba. garda amisa korporaciebi
cdiloben aamaRlon TavianTi warmoebis efeqtianoba, raTa ar gaxdnen
sxva kompaniebis samizne.
Tanamedrove Serwyma da STanTqva Zlier gansxvavdeba 80-ian wlebSi
arsebuli agresiuli operaciebisagan. dRes msxvili korporaciebi am
saxis operaciebs awarmoeben strategiuli mizniT. imis magivrad, rom
gamoiyenon sasesxo kapitali Serwymisa Tu STanTqvis operaciebis
gansaxorcieleblad, isini iyeneben sakuTar saxsrebs, rac xSir
SemTxvevaSi warmatebuli biznesiT sruldeba. amis saukeTeso magaliTia,
firma `att~-s mier, firma `en-si-ar~-is yidva, ris gamoc sagrZnoblad
gaumjobesda firma `att~-s mdgomareoba kompiuterul bazarze. xSirad
aseTi Sesyidvebi warmoebs geografiuli bazris mopovebis mizniTac. ase
iyo `roSe xoldingis~ SemTxvevaSi, romelmac Seisyida firma `grintmusi~
bioteqnologiuri produqciis mwarmoebel bazarze, riTac sagrZnoblad
gaafarTova Tavisi geografiuli moqmedebis areali. [194,p.8].

mimoxilviTi SekiTxvebi:

1. ra faqtorebi axdens zegavlenas momsaxurebis seqtoris

ganviTarebaze?
2. ras gulisxmobs individualuri kerZo firma?
3. rogoria individualuri kerZo firmis Rirsebebi da
naklovanebani?
4. yvelaze xSirad biznesis romel sferoSi gvxvdeba amxanagobebi?
5. rogoria amxanagobebis Rirsebani da naklovanebebi?
6. ra gansxvavebaa Ria da daxuruli tipis korporaciebs Soris?
7. akontroleben Tu ara aqcionerebi korporaciis saqmianobas?
8. rogoria korporaciebis Serwymisa da STanTqvis Tavise
9.
TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. dagvisaxeleT ekonomikis ori ZiriTadi seqtori da maTi

Semadgeneli nawilebi?
ekonomika Sedgeba: 1) sawarmoo seqtorisagan, romelic moicavs:
mrewvelobas, mSeneblobas, soflis meurneobas 2) momsaxurebis sferosgan,
romelic aerTianebs: bankebs, sadazRveo kompaniebs, sacalo da sabiTumo
vaWrobas, transports, turizms, komunalur momsaxurebs da sxva.
2. CamoTvaleT is faqtorebi, romlebmac ukanasknel wlebSi xeli
Seuwyo momsaxurebis sferos ganviTarebas?
es faqtorebia: 1) sawarmoo seqtoridan gamonTavisuflebuli
muSaxeli gadadis momsaxurebis sferoSi; 2) teqnologiurma progresma
gansazRvra servisis axali saxeebi; 3) sawarmoo operaciebi xSir
SemTxvevaSi sruldeba sazRvargareT, sadac muSaxeli iafia, ris gamoc,
xdeba misi gamonTavisufleba da Cabma momsaxurebis sferoSi.
3. daaxasiaTeT sakuTrebis sami ZiriTadi forma biznesSi?
es formebia: individualuri kerZo firma _ romelic ekuTvnis kerZo
pirs. amxanagoba _ es aris ori an meti piris gaerTianeba, es pirebi

75
mocemuli firmis sakuTrebas floben wilobrivad. korporacia _ es
kanonier CarCoebSi dafuZnebuli formaa, romelic flobs igive
uflebebs, rasac individualuri sawarmoo.
4. CamoTvaleT individualuri kerZo firmis upiratesobani da
naklovanebani?
upiratesobebia: 1) isini martivia organizebis TvalsazrisiT; 2)
mflobeli srulad damoukidebelia; 3) mflobeli srulad gankargavs
mogebas; 4) kompaniis safinanso saqmianobis da ganviTarebis strategias
gansazRvravs mesakuTre. naklovanebebia: 1) safinanso resursebis
SezRuduloba; 2) mflobelis ganusazRvreli pasuxismgebloba; 3) riskis
erT kacze gadanawileba.
5. ra gansxvavebaa sruli da SezRuduli pasuxismgeblobis
sazogadoebas Soris?
srul sazogadoebas flobs partniorebi, romlebic Tanabrad ageben
pasuxs sazogadoebis valebze. SezRuduli pasuxismgeblobis
sazogadoebaSi erT partniors mihyavs saqme, xolo sxvebi gamodian pasiur
investorebad. yvela partniori pasuxs agebs sazogadoebis
valdebulebebze Tavisi wilis farglebSi.
6. romelia korporaciis marTvis organoebi?
korporaciis struqturis safuZvels Seadgenen aqcionerebi. isini
irCeven direqtorTa sabWos, romelic irCevs korporaciis umaRlesi
rangis xelmZRvanelebs. aqcionerebi da sabWos wevrebi iziareben
korporaciis aRmasrulebeli direqtoris politikas.
7. miuTiTeT, ra upiratesobebi gaaCnia korporacias?
mas SeuZlia kapitalis didi moculobis mobilizeba. aqcionerebi
daculia finansuri pasuxismgeblobisagan, maTi investiciebi aris
likviduri.

76
 Tavi IV
biznesis dawyebis organizacia.

strategiuli dagegmva mimarTulia

sxvadasxva mdgomareobis Sinaganad
SeTanxmebuli aRwerisagan, romelSic
ekonomika SeiZleba aRmoCndes
ekonomikuri politikis sxvadasxva
alternatiuli kombinaciis
gamoqveynebis Sedegad.
v. leontievi

adamianebi saxelmwifos Tavisi qonebis

nawils aZleven imisaTvis, rom mSvidad
moixmaron qonebis danarCeni nawili.
S. monteskie

ar aris ayvaveba ekonomikuri

Tavisuflebis gareSe.
i. lipsici

am TavSi Tqven gaecnobiT:

1. mcire biznesis Casaxvas da 2. biznesis samarTlebrivi

ganviTarebas, mcire biznesis eko- formis SerCevas; biznes-gegmis
nomikur rols, mcire firmebis Seqmnis Sedgenis meTodikas. sabazro te-
organizacias, biznesis SeZenis safu- ndenciebis Seswavlis meTodo-
Zvlebs. biznesis Sesaxeb informaciuli logias. fuladi saxsrebis mo-
wyaroebis analizs, biznesis Sefasebas; Zroaobis analizs, mimdinare
biznesis Rirebulebis dadgenis meTo- sabalanso uwyisis SemuSavebas.
dikas; biznesis yidva-gayidvis garige-
baTa struqturas, saqmiani winada-
debebis Sefasebasa da molaparakebis
kulturas.

IV. 1. mcire biznesis Casaxva da ganviTareba

mcire biznesi warmoadgens msoflios ekonomikis erT-erT

mniSvnelovan komponents. cneba `mcire~ biznesTan mimarTebiT pirobiTia.
gaeros klasifikaciiT, sawarmo, firma, romelSic dasaqmebulia 500-ze
naklebi muSaki, SeiZleba mivakuTvnoT mcire biznesis kategorias, xolo
sacalo vaWrobis obieqti, sadac dasaqmebulia 500 muSaki SeiZleba
daxasiaTdes, rogorc msxvili sawarmo. amdenad, mcire sawarmo aris
firma, romelsac flobs damoukidebeli mewarme, ar warmoadgens dargis
dominants da am dargSi arsebuli firmebsa Tu sawarmoebze ufro
mcirea. praqtikuli TvalsazrisiT, nebismieri kompania, romelSic
dasaqmebulia 500 kacze naklebi aris mcire.
mcire firmebi iyofa or gansxvavebul tipad. maTi umravlesoba
daaxloebiT 80-90% _ es aris mokrZalebuli sawarmoebi, romelTac

77
gaaCniaT zrdis SezRuduli SesaZleblobebi. am kategoriis firmebs
miekuTvneba saadvokato individualuri kantora, yvavilebis maRazia an
mcire zomis safunTuSe. am tipis sawarmoebs uwodeben saojaxos.
aseTi tipis firmebisagan gansxvavebiT, arsebobs mcire sawarmoebi,
romlebsac uwodeben `mcires~ mxolod maTi siaxlis gamo, sinamdvileSi
es aris swrafad mzardi obieqtebi, romlebic farTod iyeneben
investiciebs da dafinansebis sxva wyaroebs. aseT firmebs marTavs ara
erTi kaci, aramed adamianebis jgufi.
yvelaze swrafi tempis ganviTarebadi mcire sawarmoebis sias
aqveynebs Jurnali `ink-i~. swrafad mzard kompanias am Jurnalis
monacemebiT miekuTvneba is, romlis realizaciis moculoba
yovelwliurad izrdeba 103%-iT, xolo momuSaveTa raodenoba 23 axali
TanamSromliT. sxvadasxva wlebSi Jurnal `iank-Si~ mcire sawarmoebad
moixsenieboda `maikrosofti~ `dominouz pica~ da sxvebi [180,p.32],
romlebic dRes im tipis korporaciebSi lideris adgilebs inarCuneben.
mcire biznes Tavisi istoriuli warsuli da ganviTarebis
tendenciebi aqvs. mcire biznesi Caisaxa da ganviTarda aSS-i, rac
evropidan emigraciis did taRlasTan iyo dakavSirebuli. emigrantebs
auTvisebel miwebze sWirdebodaT momsaxureba. ase gaCnda pirveli
ojaxuri Toneebi, samrecxaoebi, restornebi da sxva. dRes mcire
sawarmoebi msoflios ekonomikis sayrdens warmoadgenen. amasTan,
Seicvala am sferoSi proporciebic. Tu 1800 wels mosaxleobis 80%
dasaqmebuli iyo mcire biznesis sferoSi, dReisaTvis es cifri Seadgens
mxolod 20% [193,p. 12], rac kapitalis koncentraciiT da momsaxurebis
sferoSi dasaqmebulTa, raodenobis zrdiT aris ganpirobebuli. es
procesebi gansakuTrebulad ganviTarda II msoflio omis Semdgom.
kapitalis koncentracias axlavs ekonomia, romelic gamowveulia
saqmianobis masStabiT e.w. `masStabis efeqti~ da es cxadia, radganac
msxvili mwarmoeblebs eZlevaT SesaZlebloba, awarmoon saqoneli ufro
naklebi danaxarjebiT, rac aisaxeboda konkurenciul fasebSi da rogorc
Sedegi, mcire sawarmoebi ver uZlebdnen aseT konkurenciul pirobebs.
kapitalis koncentraciis Sedegad mdgomareoba safuZvlianad Seicvala,
calkeuli msxvili mewarmeebi mTlianad dargebs daepatronen.
ukanasknel 10-15 weliwadSi kapitalis koncentraciis tendencia
msoflioSi Semcirda. es motivirebulia momsaxurebis sferos
ganviTarebis swrafi tempiT, rac, Tavis mxriv, ar moiTxovs `maStabis
efeqts~.
warmoebis organizaciis gaumjobesebis, teqnikur siaxleTa swrafi
danergvis safuZvelze, mcire sawarmoebi mewarmeobis efeqtian formad
iTvlebian da isini xSir SemTxvevaSi msxvili korporaciebis seriozuli
konkurentebi xdebian. mcire biznesSi warmoebis organizaciis simartive,
marTvis moqnili struqtura da sxva faqtorebi iZlevian maRali donis
momsaxurebis gawevis an umaRlesi xarisxis konkurentunariani
produqciis warmoebis saSualebas.
mcire sawarmoebis esoden swraf ganviTarebas Tavisi obieqturi
mizezebi gaaCnia:
adamianis mentalitetiT, mosaxleobis didi nawili iswrafvis
sakuTari biznesisaken. garda amisa, konkurenciuli brZola aiZulebs
msxvil korporaciebs, gadaxedon maTi sakadro politikis pirobebs.
sakadro rotaciebi iwvevs uamravi niWieri specialistis gamonTa-
visuflebas korporaciuli biznesisagan da maT gadadinebas mcire bi-

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znesSi.
emansipaciam gamoiwvia sazogadoebrivi Sromis procesSi qalis
funqciis amaRleba. amis gamo, 80-ian wlebSi germaniaSi 1,2, aSS-i 2
milionma qalma wamoiwyo sakuTari saqme. am tendenciis zrdis Se-
mTxvevaSi, qalebis da mamakacebis xvedriTi wili mcire biznesSi momaval
10 weliwadSi gaTanabrdeba [234,p.43]. qalebi mcire biznesSi, rogorc
wesi dasaqmebulni arian saojaxo mcire sawarmoebSi an arasruli
samuSao dRis xarjze [145, p.182].
am faqtorebma ukanasknel 10 weliwadSi msoflioSi mcire biznesis
aRorZineba gamoiwvia. mcire biznesis ganviTarebaze did zegavlenas
axdens ekonomikis cikluroba. rogorc wesi, mcire biznesis wamowyeba
ufro efeqtiania aRmavlobis fazaSi, Tumca mcire sawarmoebi naklebad
grZnoben sakredito resursebis deficits, romelic ganpirobebulia sxva
etapebze bankebis sifrTxiliT.
daaxloebiT 200 aTasi adamiani aSS-Si yovelwliurad axdens axali
firmebis organizacias [221,p.12]. mcire biznesi aq, rogorc wesi, iwyeba 20
aTasi dolaris sastarto kapitaliT. mosaxleobis 2/3, qmnis damwyeb
kompaniebs, anu isini iwyeben bizness nulidan. arsebobs mcire biznesis
dawyebis sxva gzebic, ukve arsebuli firmebis yidva an biznesis
memkvidreobiT miReba. mosaxleobis mxolod 11% iwyebs mcire bizness
frenSaizingis gziT [225,p.11]. sakuTari kompaniebis damfuZnebelTa
umetesoba, winaswar Rebulobs gamocdilebas mcire sawarmoebSi
saqmianobiT, rac Semdgom maT aZlevs sakuTari saqmis swori gaZRolis
SesaZleblobas, maTgan 88% saqmis warmatebas miawers TavianT
gamocdilebas da ara genialur ideebs [282,pp.41-42].
ukanasknel aswleulSi samuSao adgilebis naxevarze meti modis im
firmebze, sadac dasaqmebulia 100 kacze naklebi. samuSao adgilebi,
romlebic iqmneba mcire biznesSi, garkveuli mosazrebiT, arsebiTad
gansxvavdeba im samuSao adgilebisagan, romlebic iqmneba msxvil
kompaniebSi. upirveles yovlisa, mcire firmebi, rogorc wesi, uxdian
muSakebs nakleb ZiriTad da damatebiT xelfass, xolo samuSao
adgilebis 25% aris datvirTuli arasruli samuSao dReis grafikiT.
mcire sawarmoebSi arian dasaqmebuli muSakebi, romelTa saSualo asaki
ufro maRalia vidre msxvil kompaniebSi. bevr maTgans winaT ar
umuSaviaT am dargSi. mcire firmebis muSakebs, rogorc wesi ar gaaCniaT
iseTi ganaTleba, rac mxsvili firmebis warmomadgenlebs. im muSakebis
dasaqmebiT, romlebic ganaTlebis doniT ar Seesabamebian msxvili
firmebis moTxovnebs, mcire sawarmoebi gvevlineba qveyanaSi
stabilurobis mniSvnlovan faqtorad [264,p.12].
garda imisa, rom mcire biznesSi xdeba axali saqonlisa da
momsaxurebis danergva, is amavedroulad xels uwyobs dasaqmebas da
mniSvnelovan rols TamaSobs msxvil korporaciebis saqmianobaSi.
saqonlis realizaciisa Tu momsaxurebis TvalsazrisiT, msxvili
kompaniebi strategias wvril mimwodeblebze orientaciiT ageben. ase
magaliTad, kompania `liz kleiborns~, romelic erT-erTi wamyvania
tanisamosis daproeqtebaSi, ar gaaCnia sakuTari sawarmoebi, mTeli
tanisamosi iwarmoeba sakontraqto sawyisebze kontraqtori –
autsaiderebis mier. yovelive es am kompanias aZlevs SesaZleblobas,
SeinarCunos stabilurobis gancda maRali modis sferoSi [1282,p.33].
zogierTi saxeobis mcire firmebi arseboben imisaTvis, rom gaswion
mxolod momsaxureba. magaliTad, sarecxi manqanebis remonts, saaTebis

79
 SekeTebas da sxva. bunebrivia, rom aseTi saxis saqmianobas msxvili
sawarmoebi ar ewevian.
dReisaTvis icvleba mdidari klientebis moTxovnilebebi. amitomac
aris, rom isini upiratesobas aniWeben arastandartul saqonels,
romelic Seqmnilia individualuri SekveTebiT. individualuri sacurao
avzebis warmoebiT aris cnobili kompania `svimeks~, romelmac mudmivad
cvalebad, sacurao auzebis bazaris mcire segmentSi moZebna Tavisi
adgili [282,p.28].

IV. 2. mcire firmebis Seqmnis organizacia

im SemTxvevaSi, Tu mcire firmis dafuZneba gadawyvetilia,

mniSvnelovania imis garkveva, Tu rogoria mewarmis Sansebi am biznesSi.
statistika metyvelebs, rom axlad Seqmnili 3 sawarmodan mxolod
1aRwevs warmatebas. axlad Seqmnili sawarmoebis 85% kotrdeba pirveli 10
wlis ganmavlobaSi.
mecnierTa gamokvlevebiT, es Sansebi TandaTanobiT izrdeba. Tumca
bevri ram aris damokidebuli biznesis tipze da qveynis saerTo
ekonomikur mdgomareobaze. gamokvlevam cxadyo, rom mwarmoebel firmebSi
warmatebis meti Sansia, vidre im firmebSi, romlebic ewevian vaWrobas.
erT-erTi faqtori, romelic gansazRvravs firmis sicocxlisunarianobas
aris misi damfuZneblis rwmena biznesis warmatebaSi [182,p.31].
ZiriTadi sakiTxi biznesis dawyebis procesSi dasagegmia Tu riT
Sevides igi momaval biznesSi, anu unda moiZebnos perspeqtiuli biznesi.
biznesi SeiZleba daiwyos cariel adgilas, moqmedi firmis SesyidviT, an
frenSaizis yidviT. rogorc wesi, damwyebi biznesmenebis umetesoba
sakuTar saqmes iwyebs nulidan. es aris biznesis yvelaze rTuli gza.
amasTan, am gziT moZravi biznesmenebis umetesobas gaaCnda am sferoSi
saqmianobis gamocdileba, ris gamoc riski minimumamde daiyvaneba. biznesi
unda daiwyos im saqmianobiT, romelic mewarmes kargad aqvs Seswavlili.
sareklamo saagentos direqtorma tom Sulma sakuTari biznesi sareklamo
saagentoSi mxolod mas Semdeg daiwyo, rac am profilis sxvadasxva
firmebSi saqmianobas 13 wlis ganmavlobaSi eweoda [193,p.21].
im SemTxvevaSi, Tu ar gagvaCnia praqtikuli gamocdileba,
gadamwyvet rols TamaSobs kargi idea. jon grizvotma xandazmuli
xalxis momsaxurebis mizniT, daiqirava stundetebi minimaluri
anazRaurebiT. am ideis Sedegad Seiqmna firma saqarTveloSi kargad
cnobil `sfeSial qea~, romlis mogeba dRes Seadgens 10 milion
dolars da funqcionirebs aSS-s 100 StatSi [193,p.28].
samewarmeo ideebis calkeuli mimarTulebani asaxuli, Semdeg
sqemaSi (ix. cxrili # 1) ideis Zebnis procesSi umTavresi aris is, Tu
ra undaT adamianebs iseTi, rac ar aris warmodgenili saqonlisa da
momsaxurebis bazaris mocemuli segmentSi.
cxrili #1

idea ideis axsna magaliTi

ufro maRali klasis aucilebelia
saqonelze gadasvla. arsebuli
modernizeba.
ukve magaliTad, arsebuli na-
saqonlis mcxvris an tanisamosis
modernizeba momxmare-
blis gemovnebis Sesabami-
sad.

80
ufro dabali klasis maRali xarisxianis magaliTad avtomanqanebis
saqonelze gadasvla. saqonelze danaxarje- gaqiraveba damatebiTi
bis, fasebis Semcireba. momsaxurebis gareSe.
biznesis gaerTianeba. rodesac xdeba mewarme- magaliTad avtomatize-
obis ori sferos ga- buli samrecxao, sadac
erTianeba. iyideba sakvebi an gama-
grilebeli sasmelebi.
biznesis Tu saqoneli kargad magaliTad, nacionaluri
transportireba. iyideba erT regionSi, samzareulo kvebis
misi gadatana sxva obieqtebis gadaadgileba.
regionebSi.
masobriv bazarze specializirebuli magaliTad, Saqris an
gasvla. saqonlisaTvis ufro sarecxi fxvnilis dafa-
farTo momxmareblis soeba da farTo momxma-
moZebna. rebelze gayidva.
bazris Seviwroveba. didi bazris mcire soflad sakabelo
segmenetis aTviseba. televiziis danergva.
saqonlis asortimentis specializebuli wignis maRaziebi,
Seviwroeba. saqonlis gayidva. romlebic yidian
mxolod deteqtiuri
Janris romanebs, an
specialur (ekonomikur,
iuridiul samedicino da
sxva) literaturas.
fasebis konkurencia. saqonelis ufro dabal sabiTumo vaWrobis
fasSi gayidva. organizeba.

axali sawarmos yidva mniSvnelovnad amcirebs risks imis

gaTvaliswinebiT, rom misi mdgomareoba winaswar aris yovelmxriv
cnobili. gamarTlebulia warmoebis funqcionirebadi sistemis an
momsaxurebis funqcionirebadi obieqtis SeZena, radganac is agvacilebs
imijis Seqmnis, klienturis mozidvis, mosamsaxureTa momzadebis auci-
lebel periods. SedarebiT martivia aseTi sawarmoebis dafinansebac.
biznesis SeZenis Sesaxeb gadawyvetilebis miReba mravali
faqtoris gaTvaliswinebas saWiroebs. Zalze mniSvnelovania, rom biznesis
potenciurma myidvelebma guldasmiT Seiswavlon biznesis yidvis
motivebi, gansazRvron misi arCevis kriteriumebi. myidvelma unda
gaiTvaliswinos Tavisi gamocdilebis done (rogorc profesiuli, aseve
araprofesiulic), anu daadginos, Tu ra exerxeba yvelaze metad, ra saxis
saqmianoba itacebs mas.
mniSvnelovania is garemoeba, rom myidvelma gansazRvros biznesis
sasurveli adgilmdebareoba da investiciisaTvis saWiro Tanxa. Tu
saWiro Tanxa ar aris likvidur mdgomareobaSi, maSin myidvelma unda
Seafasos, Tu ra SesaZleblobebi arsebobs Tanxebis gare wyaroebidan
miRebis TvalsazrisiT. ganisazRvros biznesis sidide Semdegi
parametrebis dadgeniT: realizaciis moculoba, mogeba da muSaxelis
raodenobis gaTvaliswinebiT.
unda daadginos, aris Tu ara biznesi momgebiani da stabiluri. rac
ufro momgebiani da stabiluria biznesi, miT ufro didia misi fasi.
TiTqmis yvela kerZo sakuTrebaSi myofi firma ise imarTeba, rom
minimumamdea dayvanili gamyidvelis sagadasaxado davalianeba.

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saubedurod, igive saxis saqmianobasa da saaRricxvo praqtikas
sagadasaxado davalianebis minimizaciasTan erTad, biznesis Rirebulebis
Semcirebamde mivyavarT. amis Sedegad, warmoiSoba garkveuli uTanxmoeba
sasurveli gziT biznesis mflobelisaTvis saqmianobis gaZRolasa da
biznesis gasayidad momzadebas Soris. marTalia, SesaZlebelia finansuri
dokumentebis iseTnairad gadakeTeba, rom aisaxos saqmis realuri
viTareba, magram aman biznesmeni, SeiZleba, rTul mdgomareobaSi Caayenos:
kerZod, mas SesaZloa, mouxdes damatebiTi gadasaxadebisa da jarimebis
gadaxda. amitom, biznesis momzadeba gasayidad am periodamde ramdenime
TviT adre unda daiwyos. drois es periodi mogcems saSualebas,
SeviswavloT sabuRaltro aRricxvis meTodebi, romelTa daxmarebiTac
ukanaskneli 3-5 wlis ganmavlobaSi mogebis aRricxva warmoebda.
Semowmebuli saaRricxvo dokumentebi finansuri angariSgebis
saukeTeso saxes warmoadgenen, rameTu yvelaze kargad aRiqmebian ukve
funqcionirebadi biznesis myidvelis mier.
Semdgom nabijs warmoadgens Rirebulebebis gansazRvrasTan
dakavSirebuli angariSis momzadeba. es angariSi gamoricxavs albaTobas
da fasebis dadgenis im meTods, romelsac biznesis mflobelTa
umetesoba eyrdnoba. xSirad isini arCevans akeTeben biznesis metismetad
maRal fasze. mxolod fasis TandaTanobiTi dawevis Semdeg SesaZlebelia
davadginoT, Tu ra Rirs realurad biznesi. maRal profesiul doneze
momzadebuli Sefasebis dokumentebi gamoricxavs msgavs problemebs.
Sesasyidi biznesis analizisaTvis momzadebul unda iqnes biznesis
Sesaxeb yovlismomcveli informaciuli paketi. masSi warmodgenil unda
iyos Semdegi punqtebi:
1. biznesis istoria;
2. biznesis marTvis meTodebis analizi;
3. informacia ZiriTadi kapitalis Sesaxeb;
4. informacia momwodebelis Sesaxeb;
5. bazarze moRvaweobis praqtikis mimoxilva;
6. informacia konkurenciebis Sesaxeb;
7. informacia momsaxure personalis Sesaxeb;
8. informacia mflobelTa Sesaxeb;
9. informacia dazRvevis saxeebis Sesaxeb;
10. mosalodneli samarTlebrivi an sxva gauTvaliswinebeli valde-
bulebebi;
11. bolo 3-5 wlis finansuri angariSebis mokle mimoxilva.

IV.3. biznesis Sesaxeb informaciuli wyaroebis analizi

imisaTvis, rom vipovoT iseTi biznesi, romelsac SeviZenT,

mniSvnelovania informaciis Semdegi wyaroebis analizi:

a) reklama presaSi

biznesis gayidvis Sesaxeb reklama informaciis gavcrelebis

xelsayrel da efeqtian saSualebas warmoadgens. sareklamo gancxadebebs,
aTavseben Suamavlebi (biznesis brokerebi an Serwymisa da biznesis
Sesyidvebis specialistebi), magram zogjer amas TviT biznesis
mflobelebi akeTeben. mcire, biznesisaTvis sareklamo gancxadebebis karg
wyaros adgilobrivi gazeTebi warmoadgenen.

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 Cveulebriv informacia mcire Tu didi zomis biznesis gayidvis
Sesaxeb, warmoadgens am biznesis aRweras ramdenime mokle fraziT, sadac
miTiTebulia misi dasaxeleba, sakontaqto telefoni, faqsi, imeili an
safosto yuTis nomeri da sxva. sareklamo gancxadeba unda asaxavdes
biznesis saukeTeso Tvisebebs (rogorc finansurs, aseve arafinansursac).
zogierTi gancxadeba Seicavs informacias imis Taobaze, Tu ra saxis
fuladi investiciebia saWiro an ra gamocdileba moeTxoveba mocemul
bizness.
b) savaWro wyaroebi

biznesis gayidvis Sesaxeb savaWro wyaroebi informaciis

gavrcelebis efeqtian saSualebas warmoadgens. mrewvelobaSi an mis
monaTesave dargebSi arsebul kompaniebSi dasaqmebul pirebs, magaliTad,
momwodeblebis, xSirad moepovebaT informacia imis Sesaxeb, Tu romeli
biznesi rodis SeiZleba iyos gasayidad warmodgenili. acalkeul
saxelmwifoebSi, magaliTad, germaniaSi, safrangeTSi, aSS-Si da sxva.
arseboben profirilebuli asociaciebi, romelTa publikaciebic
aadvileben am dargis SigniT gasayidi biznesis Sesaxeb informaciis
gavrcelebas. aseTia saqarTveloSi mewarmeTa da biznesmenTa asociacia.
Tu gasayidi biznesis mflobeli fiqrobs, rom am biznesis myidveli
igive dargis warmomadgeneli iqneba, maSin man kontaqti unda daamyaros
am tipis asociaciasTanac, raTa Seamowmos gasayidi biznesis Sesaxeb
informaciis xarisxianoba.

g) Suamavlebi

biznesis Suamavlebi zogadad or jgufSi SegviZlia gavaerTianoT:

1) biznesis brokerebi da 2) Serwymisa da biznesis Sesyidvebis speci-
alistebi. gansxvaveba am or jgufs Soris umniSvneloa _ ubralod,
biznesis brokerebi, Cveulebriv, kerZo, mcire zomis biznesSi arian
dakavebulni, xolo Serwymisa da biznesis Sesyidvebis specialistebi –
ufro didi zomis, saSualo sididis kompaniebSi.
msoflios gamocdilebiT, biznesis brokerebi honoraris saxiT
gayidvis Sedegad miRebuli Tanxis 10%-mde iTxoven iTxoven 10%-ze
naklebs, Serwymisa da biznesis Sesyidvebis specialistebic da winaswar
garigebuli Tanxis honoraris nawils avansad iReben. amis sanacvlod,
Suamavli eweva momavali myidvelebisaTvis iseT momsaxurebas, rogoricaa
informaciuli paketis momzadeba da SefasebiTi angariSis Sedgena.
miuxedavad amisa, zogjer myidveli uxdis Suamavals honorars, umetes
SemTxvevaSi ki is gamyidvelma unda gadaixados.
gamocdil Suamavals SeuZlia gamyidvelisaTvis daxmarebis gaweva
Semdeg sakiTxebTan dakavSirebiT: 1) biznesis Rirebulebis Sefaseba;
2) gayidvis pirobebis dadgena; 3) amomwuravi informaciuli paketis
Sedgena; 4) bazarze biznesis wardgena; 5) potenciur myidvelTa SerCeva;
6) molaparakebis warmoeba da SemoTavazebul variantTa Sefaseba;
7) aucilebeli samarTlebrivi qmedebebis uzrunvelyofa. am momsaxu-
reobis gawevis Sedegad, biznesis mflobeli an biznesis myidveli uza-
rmazar drosa da energias zogaven. Semdegi nabiji aris biznesis
Sefaseba.

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 IV.4. moqmedi biznesis Sefaseba

mas Semdeg, rac SerCeulia biznesis is saxeoba, romelic aris

perspeqtiuli, myidveli dawvrilebiT unda gaecnos gasayidi biznesis
istorias da mis axlandel mdgomareobas. aq Zalze mniSvnelovania
Semdegi saxis informaciis analizi: rogor iqna wamowyebuli biznesi,
rogor Seicvala SemdgomSi misi misia (Tu aseTi ram saerTod moxda) da
ra movlenebma Seuwyes xeli mis axlandel formaSi Camoyalibebas.
myidvels unda esmodes is meTodebi, romelTa saSualebiTac is
momxmareblis mizidvas da Semdgom mis momsaxurebas apirebs, agreTve, is,
Tu rogoraa erTmaneTTan dakavSirebuli biznesis realizebis,
marketinguli, finansuri da mmarTvelobiTi funqciebi. aucileblad unda
gavecnoT biznesis finansur uwyisebs da maT warmarTvasTan
dakavSirebul meTodikas. qvemoT warmodgenilia is dokumentebi, romelTa
safuZvliani Seswavla mcire da saSualo biznesis myidvelisaTvis Zalze
mniSvnelovania. aq aucilebelia, gavaanalizoT firmis saqmianobis Sesaxeb
Semdegi informacia:

firmis debitoruli davalianeba

aq unda gavaanalizoT Semdegi ZiriTadi monacemebi:

 gavecnoT debitorul davalianebebs da davadginoT: xom ar arian isini
ramdenime angariSze koncentrirebuli;
 gavarkvioT yvela vadagasuli davalianebis dayovnebis mizezebi;
 davadginoT, xom ar aris raime Tanxa sakamaTo;
 xom ar iqna romelime davalianebis Tanxa gacemuli giraod;
 sakmarisia Tu ara uimedo valebisaTvis gankuTvnili sarezervo fondi.

firmis maragebi

maragebis analizis procesSi aucilebelia:

 davrwmundeT, moxda Tu ara maragebis aRwera da maTi Semdeg
kategoriebad dayofa; (mza produqcia, naxevarfabrikatebi da nedle-
uli);
 gavecnoT maragebis Sefasebis meTods da davazustoT, Tu ratom iqna
arCeuli es meTodi;
 ganvsazRvroT maragebis asaki da mdgomareoba;
 rogor xdeba dazianebuli an moZvelebuli maragebis Sefaseba;
 aris Tu ara maragebi sakmarisi, raTa biznesma efeqtianad imoqmedos;
 saWiroa Tu ara eqspertizis Catareba.

fasiani qaRaldebi

fasiani qaRaldebis Seswavlis proceSi mizanSewonilia:

 gavecnoT sabazro fasiani qaRaldebis nusxas;
 gavarkvioT rogor xdeba maTi Rirebulebis gansazRvra;
 gansazRvreT maTi realuri sabazro fasi;
 gavarkvioT, xom ar aris am fasian qaRaldTagan romelime SezRuduli
an giraod gacemuli.

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 firmis uZravi qoneba

aq aucilebelia:
 gavecnoT uZravi qonebis nusxas;
 gansazRvroT uZravi qonebis asaki da mdgomareoba;
 davadginoT Senobebisa da miwis realuri sabazro fasi;
 davadginoT saWiroa Tu ara eqsprtizis Catareba;
 saWiroebs Tu ara uZravi qoneba remonts an modernizacias;
 misaRebia Tu ara saremonto xarjebi;
 rogor xdeba uZravi qonebis dafinanseba;
 dasaSvebia Tu ara ipoTeka;
 saWiro iqneba Tu ara momavalSi damatebiTi uZravi qonebis SeZena;
 aris Tu ara uZravi qoneba dazRveuli.

firmis manqana-danadgarebi

manqana-danadgarebis analizis procesSi unda SeviswavloT:

 arsebul da ijariT aRebuli manqana-danadgarebis nusxa;
 manqana-danadgarebis asaki da mdgomareoba, agreTve, aucilebeli
saremonto samuSaoebis raodenoba (sixSire);
 gansazRvroT, manqana-danadgarebidan romelia moZvelebuli da Tana-
medrove doneze;
 saWiroeben Tu ara manqana-danadgarebi swraf SekeTebas, ra xarjebs
moiTxovs es.
firmis kreditoruli davalianeba

aq aucilebelia
 gavecnoT kreditorul davalianebaTa nusxas da davadginoT, xom ar
arian isini koncentrirebuli raime angariSebze;
 ganvsazRvroT gadasaxdeli Tanxebis asaki;
 gamovarkvioT, xom ar aris sakamaTo raime Tanxa da Tu aseTi problema
arsebobs, davadginoT misi mizezebi;
 ganvsazRvroT oficialurad gaumJRavnebeli da samomavlo
davalianebebi.

gasanaRdebeli Tamasuqebi da ipoTekuri davalianeba

 gavecnoT gasanaRdebeli Tamasuqebis da ipoTekur davalianebaTa

nusxas.
 gamovarkvioT davalianebis mizezebi;
 ganvsazRvroT maTi gadaxdis grafiki;
 gamovarkvioT, arseboben Tu ara gasanaRdebeli Tanxebi da mocemulia
Tu ara drois periodi, romlis ganmavlobaSic es Tanxebi ganaRdebul
unda iqnen.
lizingi

lizingis analizis procesSi unda SeviswavloT:

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  drois ra periods Seadgens lizingis darCenili vada ;
 SesaZlebelia Tu ara saxelSekrulebo vadis gagrZeleba da Tu
SesaZlebelia, damokidebulia Tu ara is moijareze;
 xdeba Tu ara saijaro gadasaxadis zrda, riT aris is gamowveuli,
samomxmareblo saqonelze fasebis indeqsebis cvlilebiT Tu uZrav
qonebaze dawesebuli gadasaxadebis zrdiT;
 arsebobs Tu ara salizingo xelSekrulebaSi lizingis
SewyvetasTan dakavSirebuli punqti;
 ra vadebisa da pirobebis SemTxvevaSi daTanxmdeba miwis mflobeli
saijaro vadis gagrZelebaze.

firmis personali

 rogoraa ganawilebuli movaleobebi, firmis personals Soris, ra

xelfasebi da privilegiebi gaaCnia TiToeul mosamsaxures;
 ra Tanamdebobebia firmaSi;
 gaaCnia Tu ara TiToeul momsaxures misi Tanamdebobis Sesabamisi
unar-Cvevebi da ayvanili arian Tu ara isini samuSaoze kontraqtis
formiT;
 darCebian Tu ara isini samuSaoze biznesis Sesyidvis Semdeg.

marketingi

 xom ar gaaCnia firmas raime nawarmiT vaWrobis gansakuTrebuli

ufleba;
 aRwereT axali saxis nawarmi (Tu aseTi arsebobs) da miuTiTeT
samomavlo realizaciis moculobis sidideze;
 geografiulad ra raionze vrceldeba biznesis mier gaweuli
momsaxureba;
 procentulad bazris ra nawili ukavia mocemul bizness;
 ra upiratesobebi gaaCnia bizness konkurentebis mimarT;
 ra danaxarjebs eweva biznesi yovelwliurad marketingul
saqmianobaze.

firmis konkurentebi

 vin arian konkurentebi;

 bazris ra nawili ukaviaT maT ;
 ra upiratesobebi da naklovanebebi gaaCnia TiToeul konkurents.

biznesis Sefasebis yvela es faqtori guldasmiT ganxilvasa da

Seswavlas saWiroebs. zogierTma maTganma, SesaZloa, yidvis Sesaxeb
gadawyvetilebaze dadebiTi zegavlena iqonios, zogma – uaryofiTi. aq
aucilebelia, gamoviyenoT eqspertTa daxmareba, raTa safuZvlianad
gavacnobieroT miRebuli informacia. mizanSewonilia gadawyvetilebis
miRebamde rac SeiZleba meti saWiro informaciis gaanalizeba.

IV. 5. biznesis myidvelis finansuri uzrunvelyofis wyaroebi

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 myidvelis dafinansebis wyaro, nawilobriv, Sesasyidi biznesis
sididezea damokidebuli. saqmian organizaciaTa umravlesobis
(gansakuTrebiT, mcire zomis saqmiani organizaciebi) Sesyidva TviT
myidvelis saxsrebiT xdeba. myidvelma, aucilebelia, moaxdinos sawyisi
Tanxis gadaxda, amitom mas unda gaaCndes Sesabamisi sabrunavi kapitali.
im SemTxvevaSi, Tu saWiro Tanxebi ar aris advilad xelmisawvdomi,
myidvelma unda mimarTos dafinansebis gare wyaroebs. imisaTvis, rom
aseTi saxis finansuri daxmareba iqnes gaweuli, gamsesxebeli pirad
giraosTan erTad iTxovs monacemebs finansuri mdgomareobis Sesaxeb.
mcire zomis kerZo biznesis Sesasyidad iSviaTad gaicema sesxi, is
mxolod am biznesis aqtivebiTaa garantirebuli. gamsesxeblis azriT,
pirovnebis piradi Tavdebobidan yvelaze mniSvnelovania uZravi qoneba da
fasiani qaRaldebi. piradi Tavdebobis garda, gamsesxebelma unda
daadginos is, aris Tu ara myidveli patiosani da adamiani, gaaCnia Tu
ara mas sesxis dafarvis wyaroebi da kargad momzadebuli biznes-gegma.
Cveulebriv, sesxis micema xdeba bankebis an sxva safinanso insti-
tutebis meSveobiT.
gare wyaroebidan finansuri mxardaWeris miRebis Sansebi miT ufro
matulobs, rac ufro izrdeba Sesasyidi biznesis zomebi. bankebi,
sadazRvevo da venCuruli kapitalis kompaniebi, dainteresebuli arian
finansuri daxmarebis gawevaSi maSin, rodesac saqme exeba
msxvilmasStabian SeZenas. am SemTxvevaSi, sesxis amRebs unda gaaCndes
sesxis dafarvis stabiluri wyaro da kargad momzadebuli biznes-gegma.
garigebis dros gamsesxebelma, SesaZloa, ar moiTxovos
myidvelisagan piradi Tavdeboba da dajerdes mis mier mocemul
garantiebs. sesxis sididis zrdasTan erTad, Tavdebad biznesis
materialuri aqtivebi gamodian, ukanaskneli Seicavs debitorul
davalianebas, maragebs, danadgarebs da uZrav qonebas. gamsesxebeli
gansazRvravs sesxis gacemis pirobebs. sadazRvevo kompaniebisa da
venCurul kapitalistTa SemTxvevaSi, gamsesxebelma, SesaZloa, Sesasyid
biznesSi garkveuli wili da mniSvnelovani gadawyvetilebebis miRebaSi
monawileobis ufleba moiTxovos. Cveulebriv, sadazRvevo kompaniebi,
mxolod iseT garigebebSi Rebuloben monawileobas, romelic 10 milion
dolarze met Tanxas exeba. zemoT CamoTvlili finansuri kompaniebi sesxs
TiTqmis igive pirobebiT gascemen, rogorc bankebi, radganac maT ufro
didi daintereseba gaaCniaT, vidre bankebs, amitom isini mzad arian, ufro
didi riski gaswion.
kerZo biznesis Sesyidvis procesSi, aucilebelia aqtivebis
sistematizeba im mizniT, rom isini an TviT biznesis mflobelis, an
gareSe wyaros mier gaRebuli sesxis garantad gamovidnen. mflobeli im
SemTxvevaSia mowadinebuli, gawios finansuri daxmareba, Tu Tvlis, rom
es aucilebelia sasurveli Tanxis misaRebad. gare gamsesxebeli imaSi
unda iyos darwmunebuli, rom riski sesxis ardafarvis SemTxvevaSi
minimaluria, xolo garigeba ki – sakmaod momgebiani. safinanso
institutebi, rogorc wesi, Zalze konservatulebi arian, amitom, maTi
yuradReba valis dafarvazea koncentrirebuli. gare finansuri
daxmarebis misaRebad, aucilebelia gagvaCndes is informacia, romelic
unda miiRos gamsesxebelma gadawyvetilebis misaRebad. es monacemebi unda
Sediodes sesxis misaReb specialur moTxovnaSi da Seicavdes Semdeg
punqtebs:
 sesxis aRebis mizani;

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  saWiro Tanxa;
 sasurveli pirobebi;
 valis dafarvis wyaro;
 garantiebi;
 biznesis istoria da buneba;
 xelmZRvanel personalTa asaki, gamocdileba da ganaTleba;
 produqcia (nawarmi) an momsaxureba;
 momsaxurebis gavrcelebis raioni da ganawilebis sistema;
 ZiriTadi klientura;
 mimwodeblebi;
 konkurentebi;
 ZiriTadi kapitali;
 biznesis sami wlis finansuri dokumentebi;
 biznesis sami wlis sagadasaxado deklaraciebi;
 mimdinare piradi finansuri dokumentebi;
 biznesis samomavlo mogeba-zaralis uwyisi, sabalanso uwyisi da
sakaso konsolidirebuli biujeti (sul mcire, sami wlis).

IV. 6. biznesis Rirebulebis dadgena.

biznesis Rirebulebis gansazRvra yidva-gayidvis garigebis erT-

erTi mniSvnelovani nawilia. myidvelebi da gamyidvelebi xSirad ar
eTanxmebian erTmaneTs, TiToeul mxares gaaCnia Tavisi argumentebi,
romlebic SeiZleba dafuZnebuli iyos, rogorc logikaze, ise emociebze.
rig SemTxvevaSi myidvels hgonia, rom biznesis Sesyidvis Semdeg
adgili eqneba sinergizmis efeqts (movlena, rodesac saerTo Sedegi
aWarbebs calkeuli efeqtebis jams) an maStabur efeqts (movlena,
romelic gamoixateba mudmivi saSualo danaxarjebis SemcirebiT
produqciis erTeulze), rac axali mflobelis mier biznesis axleburad
gaZRolis Sedegad miiRweva.
SeTanxmebis misaRwevad saWiroa, rom gasayidi biznesis dadgenili
fasi orive mxares akmayofilebdes amasTan, isini kargad unda erkveodnen
im faqtorebSi, romelTa saSualebiTac moxda am fasis dadgena. biznesis
Sefasebis cnobili eqsperti Senon frati [256, p.81] gvTavazobs eqvs
yvelaze mniSvnelovan faqtors:
- informacia Semosavlebis Sesaxeb;
- kompaniis saerTo mdgomareoba (Senoba-danadgarebis mdgomareoba, sa-
aRricxvo wignebisa da angariSebis sisrule da sizuste);
- aRniSnul biznesSi sabazro moTxovna;
- firmis ekonomikuri mdgomareoba;
- gudvilis an sxva aramaterialur faseulobaTa axali mflobelisaTvis
gadacemis SesaZlebloba;
- momavali mogebis potenciali.
zemoT CamoTvlili eqvsi faqtori gansazRvravs biznesis realur
sabazro Rirebulebas. biznesi iSviaTad gadadis xelidan xelSi realur
sabazro fasad. amis mizezi aris is damatebiTi faqtorebi, romlebic did
rols TamaSoben SeTanxmebuli fasis koreqtirebis procesSi. esenia:
- calkeuli myidvelisa da gamyidvelis mier wayenebuli garkveuli
pirobebi.

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- Tanxebsa da gadaxdis vadebs Soris gansxvaveba.
- sagadasaxado pirobebis SefardebiTi sargeblianoba, rogorc myi-
dvelisaTvis ise gamyidvelisaTvis, rac damokidebulia garigebis
Sinaarsze.
realuri sabazro fasi warmoadgens im fass, romliTac sakuTreba
gadadis gamyidvelidan myidvelis xelSi.
arsebobs biznesis Rirebulebis gansazRvris sxva meTodebic, iseTebi,
rogoric aris:

biznesis Rirebulebis gansazRvra sabalanso uwyisis meTodis

saSualebiT

es midgoma moiTxovs biznesis aqtivebis Rirebulebis gansazRvras.

am meTods yvelaze xSirad maSin iyeneben, rodesac biznesis Semosavlebis
wyaros ufro metad aqtivebi da ara momsaxureTa wvlili warmoadgens
arseboben sabalanso uwyisze dafuZnebuli is meTodebi, romelTa
saSualebiTac xdeba biznesis Rirebulebis gansazRvra. maT Sorisaa
`aRricxuli~ (realur ZiriTad kapitals plius sabrunavi saxsrebi da
minus davalianebebi), koreqtirebuli (dazustebuli) `aRricxuli~ da
salikvidacio Rirebuleba. TiToeul meTods Tavisi gamoyenebis sfero
gaaCnia. sabalanso uwyisis meTodebs Soris yvelaze xSirad
koreqtirebuli `aRricxuli~ Rirebulebis meTodi gamoiyeneba. am
meTodiT TiToeuli aqtivis `aRricxuli~ Rirebulebis jami zustdeba
davalianebis gamoklebiT.
aqtivebis `aRricxuli~ Rirebulebis dazusteba xdeba:
debitoruli davalianebiT _ (xSirad amcireben, raTa aisaxos
zogierTi davalianebis miRebis realuroba),
maragebiT _ (Cveulebriv, amcireben, radgan SeiZleba garTuldes
mTeli maragebis Tavis fasSi realizacia),
uZravi qonebiT _ (Cveulebriv, zrdian, radgan saqmeSi CaSvebis
Semdeg xSirad misi fasi izrdeba).

Rirebulebis gansazRvra mogeba-zaralis uwysisis meTodis

saSualebiT

miuxedavad imisa, rom sabalanso uwyisis meTodi biznesis

Rirebulebis gansazRvris erT-erT saSualebas warmoadgens, praqtikaSi
mainc ufro miRebulia mogeba-zaralis uwyisis meTodis gamoyeneba.
mogeba-zaralis uwyisis meTodebi yvelaze metad dakavSirebulia biznesis
aqtivebiT miRebul mogebasTan, an am aqtivebiT warmoqmnil fulad
saxsrebTan. am mizniT, rogorc wesi, iyeneben fulis moZraobis diskontis
meTods. es meTodi moicavs oTx etaps:

I etapi

samomavlo fuladi saxsrebis moZraobis gamoTvlaSi did

daxmarebas gagiwevT wina fuladi saxsrebis moZraobis aRmricxveli
dokumentebi. gamoTvliTi fulis moZraobis Sesaxeb informacia unda
Seicavdes Semdeg maCveneblebs:
 biznesis sufTa mogeba an zarali;
 mflobelis xelfasi (romelic menejeris honorarze metia);

89
 mflobelis mier gaweuli xarjebi (rogoricaa: mivlinebis xarjebi,
piradi dazRveva da sxvaa;
 procentebi;
 araperioduli danaxarjebi (rogoricaa iuristebis araperioduli
honorarebi);
 arafuladi danaxarjebi (rogoricaa amortizacia);
 mowyobilobebis Secvla an axlis SeZena. (es danaxarjebi myidvelma
unda gaswios samomavlo fulis moZraobis gamoTvlis procesSi).

miuxedavad imisa, rom SesaZlebelia samomavlo fulis moZraobis

ramdenime wliT adre dagegmva, mcire sawarmoTa umravlesobas saxsrebis
simciris gamo, ar SeuZliaT maTi Soreuli perspeqtivis gansazRvra.
didi zomis biznesisaTvisac ki garkveul siZneles warmoadgens fulis
moZraobis xuT weliwadze meti vadiT dagegmva.

II etapi

mas Semdeg, rac davgegmeT samomavlo fulis moZraoba, unda

gamovTvaloT misi diskontirebuli Rirebuleba, rac myidvelis
investiciisaTvis Sesaferisi kapitaldabandebis anazRaurebis koefi-
cientis (mogebis normis) an kapitalizaciis normis gaangariSebiT
keTdeba. mogebis norma (kapitaldabandebis anazRaurebadobis
koeficienti) sxvadasxva biznesisaTvis gansxvavdeba da misi gansazRvra
garkveul riskTanaa dakavSirebuli. rac ufro nakleb riskTanaa
dakavSirebuli biznesis investireba, miT ufro pataraa mogebis norma.
sasurveli mogebis norma 20-50% warmoadgens, xolo biznesTa
umravlesobisaTvis is 30-40% Seadgens. samomavlo fulis moZraobis
diskontirebuli Rirebulebis gansazRvra xdeba safinanso gamoTvlebis
daxmarebiT, anda specialuri diskontirebuli Rirebulebis cxrilebiT.
qvemoT moyvanilia magaliTi, Tu rogor xdeba gadaangariSeba 40%-iani
mogebis normiT.

weliwadi dagegmili fulis diskontirebis diskontirebuli

moZraoba koeficienti* Rirebuleba
1 $360 714 $257
2 $383 510 $195
3 $397 364 $145
4 $413 260 $107
5 $438 186 $81

____________
785 jami**
__________________________________________________________________
_
* dafuZnebulia 40%-ian mogebis normaze. diskontirebis koeficienti
klebulobs yovel momdevno weliwadSi.
** diskontirebul dagegmil fulis moZraobaTa jamis diskontirebuli
Rirebuleba. es monacemi emateba biznesis ZiriTadi kapitalis narCen
Rirebulebas, riTac miiReba biznesis mTliain Rirebuleba.

90
 III etapi

Semdeg etapze aucilebelia biznesis ZiriTadi kapitalis narCeni

Rirebulebis dadgena. biznesis ZiriTadi kapitalis narCeni Rirebuleba
warmoadgens biznesis winaswar Sefasebul diskontirebul Rirebulebas
fulis moZraobis dagegmvis periodis bolosaTvis (Cvens SemTxvevaSi me-5
wlis bolos). igi gamoiTvleba biznesis sawyisi sufTa Rirebulebisa da
samomavlo yovelwliuri namatebis dajamebiT. biznesis sufTa Rire-
bulebis yovelwliuri namatebi, rogorc yovelwliuri dabegrili
Semosavlebis jami ganisazRvrebian, imis gaTvaliswinebiT, rom ar moxda
aqciebis dividendebis gacema. am namats umateben biznesis sawyis sufTa
Rirebulebas da xdeba ukve am jamis diskontirebuli Rirebulebis
gansazRvra, ris safuZvelzec vadgenT biznesis ZiriTadi kapitalis
narCen Rirebulebas.

IV etapi

am etapze biznesis ZiriTadi kapitalis narCen Rirebulebas umateben

dagegmil samomavlo fulis moZraobis jamur diskontirebul
Rirebulebas, romelic winaswar gamoiTvleba biznesis sasurveli fasis
misaRebad. qveviT moyvanilia amis magaliTi.

wlebi dabegrili Semosavali

1 $125
2 $131
3 $138
4 $144
5 $152
_______
sufTa Rirebulebis namatebis jami $ 690
mimdinare sufTa Rirebuleba $ 910
mTliani sufTa Rirebuleba $ 1600
narCeni Rirebuleba (1600 X 0.186) $ 1600 ***
__________________________________________________________
*** mTliani sufTa Rirebulebis dagegmili fulis moZraobis bolo wlis
diskontirebis koeficientze gamravlebiT vRebulobT biznesis
sawyisi kapitalis narCen Rirebulebas. biznesis sawyisi kapitalis
narCeni Rirebulebis ($ 298) da dagegmil fulis moZraobaTa jamuri
diskontirebuli Rirebulebis ($ 785) SekrebiT vRebulobT biznesis
Rirebulebas ($ 1,083).

miuxedavad imisa, rom es formula farTod gamoiyeneba, ar SeiZleba

misi aseTi martivi formiT gamoyeneba Rirebulebis Sesaxeb saboloo
gadawyvetilebis misaRebad. igi gamousadegaria iseTi sakiTxebis
ganxilvis procesSi, rogoric aris myidvelis mier sabrunavi kapitalis
investireba, garigebis pirobebi, anda iseTi aqtivebis Rirebulebis

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gansazRvris procesSi, rogoric aris uZravi qoneba, romelic SesaZloa
ar iyos saWiro samomavlo fulis moZraobis dagegmvisTvis. amdenad, es
formula sasargebloa im saorientacio fasis dadgenis procesSi,
romelic molaparakebebis warmoebis dros gamoiyeneba.

IV.7. biznesis yidva-gayidvis garigebaTa struqtura da molaparakebaTa

kultura

biznesis yidvis procesSi, mis Sesaxeb informaciis Sefasebas

biznesis myidvelebi, garkveuli dargis konsultantebi, profesionali
Suamavlebi, biznesis Sefasebis eqspertebi, kvalificiuri buRaltrebi da
iuristebi awarmoeben.
biznesis Sefasebebis eqspertebs biznesis Rirebulebis gansazRvra
damoukideblad SeuZliaT. aucilebelia, gaviTvaliswinoT is garemoebac,
rom isini eyrdnobian gamyidvelis mier mowodebul informacias.
mrCevlis rolSi SeiZleba gamoviyenoT kvalificiuri buRaltrebi,
romlebic yvelaze ukeT Caatareben sabuRaltro reviziasa da finansuri
dokumentebis analizs.
biznesis yidva-gayidvis dros mrCevlis rolSi SeiZleba
kvalificiuri iuristis gamoyeneba. iuristebi monawileobas Rebuloben
biznesis Rirebulebis gansazRvris, gasayidi fasis SeTanxmebisa da
saWiro dokumentebis momzadebaSi. imis gamo, rom molaparakebis procesSi
maTma CarTvam SesaZloa warmoqmnas myidvelsa da gamyidvels Soris
garkveuli daZabuloba, isini molaparakebis procesebs bolo stadiaze
erTvebian.
iuristis ZiriTad funqcias warmoadgens mxareebis mier
SeTanxmebuli yidva-gayidvis dokumentebis momzadeba. isini orive mxaris
interesebs unda Seicavdnen. iuristis SerCevis mniSvnelovan kriteriumebs
warmoadgens kargi praqtika, gamocdileba da reputacia.
arsebobs biznesis yidva-gayidvis struqturis ori ZiriTadi forma:
1) gamyidvelis korporaciis aqtivebis Sesyidva. da 2) gamyidvelis
aqciebis Sesyidva.
aqtivebis Sesyidvis safuZvelze garigebis dros Sesasyidi aqtivebi
aisaxeba kontraqtSi. myidvels gadaecema yvela aqtivi, fulis da
debitoruli davalianebis garda. gamyidveli grZelvadian da moklevadian
davalianebaTa dasafaravad iyenebs gayidviT miRebul Semosavals.
myidveli yidulobs bizness danadgarebis, mowyobilobebis, maragebis,
aseve savaWro niSnis, gudvilis (prestiJs) da sxva aramaterialuri
aqtivebis saxiT.
aqtivebze dafuZnebuli garigeba ufro metad momgebiania
myidvelisaTvis. myidveli iZens axali Rirebulebas aqtivebSi, rac ufro
didi saamortizacio anaricxis gakeTebis saSualebas iZleva.
amitomac aris, rom myidveli, upiratesobas aniWebdes aqtivebze
dafuZnebul SeTanxmebas, amiT man SeiZleba aaridos Tavi gamyidvelis
farul an ucnob davalianebebze pasuxismgeblobas.
aqciebze dafuZnebuli garigebis dros gamyidvelis korporaciis
yvela aqtivi da davalianeba, agreTve, aqciebi gadaecema myidvels.
zogierT SemTxvevaSi, myidvelma da gamyidvelma SeiZleba gamoricxon
SeTanxmebidan zogierTi aqtivi an davalianeba.
aqciebze dafuZnebuli garigebebi gamoricxaven lizingis gadacemis
aucileblobas im SemTxvevaSi, rodesac salizingo xelSekruleba

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korporaciis saxeliT aris dadebuli. aqciebze dafuZnebuli SeTanxmebis
dros gamyidvelis faruli valebis `memkvidreobiT~ miRebis riski
minimumamdea dayvanili im SemTxvevaSi, Tu myidvels mieniWeba gamyidvelis
davalianebaTa kompensaciis miRebis ufleba.
gayidva gadavadebiT. iSviaTad xdeba kerZo biznesis yidva-gayidva
sruli Tanxis gadaxdiT. TiTqmis yvela SeTanxmeba dafuZnebulia
gadavadebiT gayidvis kontraqtze, romlis Tanaxmadac, gamyidveli
Rebulobs garkveul Tanxas, xolo gasayidi fasis nawils TviTon
mflobeli afinansebs. mcire zomis kerZo biznesisaTvis sawyisi Senatani
gasayidi fasis 10-40% warmoadgens, amasTan, myidveli kompensaciis saxiT
iZleva sasesxo valdebulebas, romelic garantirebulia mxolod
biznesis aqtivebiT. aseTi valdebulebebis vada, Cveulebriv, 3-15 weliwads
Seadgens, xolo saprocento norma, xSir SemTxvevaSi 9-12%-ia.
Sesyidvebi aRebuli sesxis safuZvelze. `Leveraged buy out~ biznesis
Sesasyidad gamoyofili sesxis dafarvis garantad gvevlineba. Leveraged
buyout-is dros myidveli, Cveulebriv, an saerTod arafers ar ixdis, an
ixdis Zalian cotas, Tanac sesxs sakredito dawesebulebidan iRebs.
Sesyidvis aseTi meTodi aqtivebiT mdidari biznesisaTvis
gamoiyeneba. bizness, romelsac ar gaaCnia sruli Leveraged buyout-isaTvis
saWiro aqtivebi, SeuZlia arasruli Leveraged buyout-is ganxorcieleba.
aseTi struqturis dros myidveli afinansebs garigebis nawils da
Rirebulebis danarCeni nawilis dasafaravad gamoiyeneba sesxi, radgan
Leveraged buyout-is meTodi ufro metad amZimebs kompanias valebiT, vidre
dafinansebis sxva forma. myidveli unda iyos darwmunebuli imaSi, rom
mocemuli biznesi SeZlebs valis dafarvas.
biznesis yidva-gayidvis procesSi mniSvnelovani adgili uWiravs
molaparakebebis warmoebis kulturas. molaparakebaTa procesisaTvis
damaxasiaTebelia azrTa sxvadasxvaoba. am procesSi mxolod
realisturad moazrovne monawiles SeuZlia, SemoqmedebiTad miudges
problemis gadawyvetas. aucilebelia, TiToeulma mxarem icodes yvelaze
mniSvnelovani sakiTxebi, gaerkves imaSi Tu ratom ukavia partniors am
sakiTxTan dakavSirebiT negatiuri pozicia.
molaparakebis procesSi fasi SeTanxmebis mxolod erT aspeqts
warmoadgens. arseboben sxva aranakleb mniSvnelovani sakiTxebi, iseTebi
rogoricaa: valis dafarvis vada da gadasaxadebTan dakavSirebuli
problemebi da sxva. cxadia, rom gamyidvels molaparakebis procesSi
upiratesoba gaaCnia, rameTu igi ukeT icnobs gasayid bizness, myidveli am
upiratesobis Semcirebis mizniT, unda Seecados, rac SeiZleba ukeT
gaecnos Sesasyid bizness.
imisaTvis, rom vawarmooT molaparakeba, ar kmara mxolod biznesis
Seswavla. TiToeuli mxare kargad unda icnobdes meoris mier biznesis
yidvis an gayidvis motivebs da mis samomavlo gegmebs. molaparakebis
mxareebs unda esmodeT, Tu ra faqtorebi ganapirobeben mopirdapire
mxaris pozicias ama Tu im sakiTxTan dakavSirebiT. samuSao strategiis
ganviTareba, ara mxolod meore mxaris poziciebis codnas, aramed
sakuTari poziciis arsebobasac niSnavs. mxareebma werilobiT unda
Camoayalibon TavianTi poziciebi. agreTve, TavianT motivaciebSi unda
gansazRvron SesaZlo problemebi. am SemTxvevaSi, TiToeuli mxare
SeZlebs meoris mier dasaxuli miznebis ganWvretas.
myidvelma unda moiTxovos gamyidvelisagan, rom man ar awarmoos
sxva myidvelebTan molaparakeba maSin, roca ukve mimdinareobs

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konkretuli SemoTavazebebis ganxilva. am stadiis dadgomamde gamyidve-
lebs is upiratesoba gaaCniaT, rom maT SeuZliaT ramodenime myidvelTan
erTdroulad awarmoon molaparakeba. molaparakebis msvlelobisas,
yvelaze mniSvnelovania sakiTxebis danaxva meore mxaris poziciidan
gamomdinare. aseTi midgoma aadvilebs SeTanxmebis miRwevas.

IV. 8. saqmiani winadadebis Sefaseba da gayidvis pirobebis dadgena

saqmiani winadadebis SeTavazebamde myidveli, Cveulebriv, ramdenime

bizness ikvlevs. zogjer am Ziebis procesSi SesaZloa konfi-
dencialurobis xelSekrulebaze xelmowera. es avaldebulebs myidvels
biznesis Sesaxeb miRebuli informacia ar gaumxilos aravis, garda
Tavisi mrCevlisa.
myidvelma unda gansazRvros biznesis Rirebulebis SesaZlo
diapazoni. biznesis gankargulebaSi myofi qonebis Rirebuleba SeiZleba
ganisazRvros, rogorc biznesis fasis qveda zRvari. fasis zeda zRvaris
dadgena ki SeiZleba kapitalis im raodenobis dadgeniT, romelic miiReba
axali menejmentis pirobebSi.
myidvelisaTvis xelmisawvdomi unda iyos yvela saWiro dokumenti.
am SemTxvevaSi, Tu xdeba raime informaciis dafarva, SesaZlebelia
Semdegi: molaparakebia Sewyveta, an dafaruli informaciis gamJRavnebis
moTxovnis wamoyeneba. gadawyvetileba damokidebulia dafaruli info-
rmaciis sidideze da Sinaarsze.
SeTavazeba SeiZleba aisaxos yidva-gayidvis xelSekrulebaSi an
mieces valdebulebis saxe. Cveulebriv, yidva-gayidvis xelSekruleba
ramodenime nawilisagan Sedgeba. imis miuxedavad, Tu xelSekrulebis ra
formasTan gaqvT saqme, is unda Seicavdes Semdeg punqtebs:
 biznesis saerTo SemoTavazebuli fasi;
 fasis Semadgeneli nawilebi (sagarantio sawindari da sawyisi
Senatani, bankis kreditis sidide, gamyidvelis mier dafinansebuli
kreditis sidide);
 Sesasyid valdebulebaTa da aqtivTa sia. debitoruli davalianebis
minimaluri da kreditoruli davalianebis SesaZlo maqsimaluri
Tanxa;
 xelSekrulebis dadebis momentisTvis danadgarebis mdgomareoba;
 myidvelis ufleba miiRos kompensacia, romlis sidide ganisazRvreba
xelSekrulebis dadebis Semdeg gasastumrebel valdebulebaTa zomiT
da xelSekrulebaSi miTiTebul maragebSi cvlilebebis SetaniT;
 naTlad gansazRvruli garantiebi, arsebuli kontraqtis kanoniereba,
sagadasaxado da iuridiul davalianebasTan dakavSirebuli
SezRudvebi;
 lizingis gadacemasTan dakavSirebuli gayidvis pirobebi, finansuri
uwyisebis Semowmeba, licenziebis gadacema, xelSekrulebis finansuri
an sxva saxis pirobebis gacnoba;
 ijarasTan, komunalur momsaxureobasTan, xelfasebTan da avansad
gaweul danaxarjebTan dakavSirebuli gadavadebebi;
 Sesasyidi fasis gadaxdis pirobebi;
 xelSekrulebis dadebis TariRi.
yidva-gayidvis xelSekruleba warmoadgens, rTul dokuments, amitom
kargi iqneba, Tu mis Sesadgenad gamoiyeneba specialistis daxmareba.
gamyidveli unda gaecnos SemoTavazebis TiToeul punqts. is

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SemoTavazebebi, romelTa miRebac gamyidvelis mxridan yvelaze metadaa
mosalodneli, garkveulwilad, biznesis sididezea damokidebuli. Tu
myidveli individualur pirs warmoadgens, gamyidvelma unda moiTxovos
misi piradi finansuri uwyisi, xolo Tu myidveli sxva kompaniaa – misi
yovelwliuri angariSi. Tu myidveli sxva kompaniaa, aucilebelia
gansazRvroT, Tu ra dgas am Sesyidvis ukan. xom ara aqvs adgili
sinergizms an maStabur efeqtebs. myidvelma unda moamzados da
gamyidvels warudginos Sesyidvis Semdgomi biznes-gegma.
da bolos, aucilebelia guldasmiT SeviswavloT saqmiani
winadadebebi valdebulebebisa da aqtivebis Sesyidvis Taobaze. SesaZloa,
aqtivebze SemoTavazebuli fasi ufro dabali aRmoCndes, vidre aqtivebis
realuri Rirebuleba.
mas Semdeg, rac myidvelma da gamyidvelma saxelSekrulebo
kontraqts xeli moaweres, SeTanxmebis dasrulebamde aucilebelia
darCenili sakiTxebis dazusteba. aseTi sakiTxebia lizingis gadacema,
finansuri uwyisebis Semowmeba, licenziaTa gadacema, dafinansebis
pirobebis dadgena. Cveulebriv, am sakiTxebis gasaanalizeblad iniSneba
garkveuli TariRi. Tu ar moxda am sakiTxebis gadawyveta drois
garkveul vadebSi, xelSekrulebac gauqmebulad iTvleba. biznesis
xelSekrulebebi an rogorc maT uwodeben qlouzingebi, Cveulebriv ori
gziT unda gaformdes:
1. xelSekrulebas amzadebs iuristi. am proceduris dros myidvelis
an damoukidebeli iuristi, romelic orive mxaris interesebs
warmoadgens, amzadebs xelSekrulebisaTvis saWiro dokumentebs. myidveli
da gamyidveli rwmunebul iurists winaswar daniSnul dros xvdebian.
Sexvedraze myidveli da gamyidveli xels aweren dokumentebze.
saxelSekrulebo rwmunebuls SeuZlia, mxareebs daxmareba gauwios
azrTa sxvadasxvaobis SemTxvevaSi situaciis gawonasworebaSi.
gadasaxdeli Tanxa gadaecema saxelSekrulebo rwmunebuls da is mas
xelSekrulebis xelmoweris Semdeg gascems.
2. deponireba. deponirebis tipis xelSekrulebis dros gadasaxdeli
Tanxa, giravnobis sabuTi da sxva dokumentebi neitralur mxares, an
deponirebis agents gadaecema. deponirebis agentSi, Cveulebriv,
sadeponiro kompania an finansuri dawesebulebis sadeponiro
ganyofileba igulisxmeba. myidveli da gamyidveli xels aweren
sadeponiro instruqciebs, sadac miTiTebulia is sakiTxebi, romlebic
SeTanxmebis dasrulebamde unda ganixilon. mas Semdeg, rac yvela sakiTxi
ganxilulia, deponirebis agenti gascems adre gaformebul dokumentebsa
da Tanxebs. imarTeba saboloo oficialuri Sexvedra, romelzec xdeba
dokumentebze xelis mowera.
xelSekrulebis dasasruleblad saWiroa garkveuli saxis
dokumentebi. yidva-gayidvis dokumenti sabaziso dokumentia, romlis
safuZvelzec SeTanxmebis dasrulebisaTvis saWiro sxva dokumentebi
formdeba. qveviT moyvanilia im dokumentTa nusxa, romlebic yvelaze
xSirad gamoiyenebian SeTanxmebis bolo stadiaze. esenia:
xelSekrulebis furceli: miTiTebulia xelSekrulebis dadebis
TariRi, agreTve, xarjebis is raodenoba, romelic ifareba mxareebis
mier, im kreditis sidide, romelic TiToeulma mxarem unda miiRos.
sadeponiro xelSekruleba: gamoiyeneba mxolod deponirebis
xelSekrulebis gaformebis dros. am dokumentSi miTiTebulia
deponirebis pirobebi, sadeponiro agentis movaleobebi da is aucilebeli

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pirobebi, rac deponirebuli Tanxebisa da dokumentebis gasacemadaa
saWiro.
giravnobis sigeli: miTiTebulia gadasacemi realuri aqtivebis
moculoba, agreTve, kompensaciis sidide, romelic am aqtivebisaTvis
iqneba gadaxdili.
sasesxo valdebuleba: gamoiyeneba mxolod ganawilvadebiTi
gayidvis dros. masSi miTiTebulia sesxis sidide da drois is periodi,
romlis ganmavlobaSic myidvelma gamyidvels es vali unda daubrunos.
agreTve, am dokumentSi miTiTebulia is kompensaciebi, romelsac
gamyidveli miiRebs, myidvelis mier valis gadauxdelobis SemTxvevaSi.
sagarantio xelSekruleba: warmoadgens garantias aqtivebis saxiT,
romelsac myidveli agiravebs sasesxo valdebulebisa da ZiriTadi valis
gastumrebis uzrunvelsayofad. masSi, agreTve, miTiTebulia drois is
periodi, romlis ganmavlobaSic myidveli Tanaxmaa, saqmeSi CauSvas
aqtivebi, romlebic uzrunvelyofen valis dafarvas.
arakonkurenciulobis xelSekruleba:, momsaxurebis gavrcelebis
raionis farglebSi, drois garkveuli periodis ganmavlobaSi icavs
myidvels da mis investiciebs gamyidvelis myisieri konkurenciisagan.
arakonkurenciulobis dokumenti zogjer Sesyidva-gayidvis xelSe-
krulebis Semadgenel nawils warmoadgens, zogjer ki rogorc calke
dokumenti isea warmodgenili.
xelSekruleba saqmianobis Sesaxeb: masSi miTiTebulia momsaxurebis
is tipi, romliTac gamyidvelma unda uzrunvelyos myidveli, kompensaciis
sidide, drois periodi, romlis ganmavlobaSic yovelkvireulad an
yovelTviurad myidvels unda miewodos zemoT aRniSnuli momsaxureba,
xelSekrulebis ZalaSi yofnis vada, is meTodi, romlis saSualebiTac
SesaZlebeli iqneba xelSekrulebis vadamde adre gauqmeba.

IV. 9. biznesis samarTlebrivi formis SerCeva

mas Semdeg, rac xelmowerilia gadawyvetileba biznesis Sesyidvis

Sesaxeb, aucilebelia sabolood davadginoT misi yvelaze efeqtiani
samarTlebrivi forma.
dResdReobiT mravali mizezi arsebobs imisaTvis, rom mcire
biznesis menejerma yuradReba miaqcios sakuTari firmisaTvis
samarTlebrivi formis SerCevas. sagadasaxado kanonebisa da arsebuli
kapitalis cvalebadoba _ es aris is ori faqtori romelic unda
gaiTvaliswinos menejerma biznesis samarTlebrivi formis SerCevis
procesSi.
arsebobs biznesis sami ZiriTadi forma: erTpirovnuli
mflobeloba, amxanagoba da korporacia. TiToeuls gaaCnia Tavisi
upiratesobebi da naklovanebebi, amitom saWiroa TiToeuli maTganis
Sefaseba, raTa ganvsazRvroT, pasuxobs Tu ara esa Tu is forma
saqmianobis garkveul pirobebs, miznebsa da saWiroebebs. biznesis es
organizaciuli formebi detalurad aRwerilia III TavSi, amitom, maT
safuZvlian ganxilvas ar SevudgebiT. amasTan, avRniSnavT, rom
erTpirovnuli mflobeloba warmoadgens iseT samarTlebriv formas,
romelic gulisxmobs biznesis erTi piris mier flobas da
xelmZRvanelobas. erTpirovnuli mflobelobis dasafuZneblad saWiroa
mxolod licenziebis (uflebebis) miReba. ase rom, es mcire biznesis
organizebis yvelaze gavrcelebuli formaa.

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 ukeTesia Tu damwyebi biznesmeni sawyis etapze am samarTlebriv
formas airCevs, xolo Semdgom, warmatebis SemTxvevaSi SeuZlia,
amxanagobaze an korporaciaze gadavides.
amxanagoba aris ori an meti piris, rogorc biznesis
Tanamflobelis TanamSromloba mogebis miRebis mizniT. amxanagobis
dafuZneba moiTxovs specialuri dokumentis _ `Articles of Partnership~
SemuSavebas. am dokumentSi Semavali punqtebi asaxaven partniorebis mier
biznesis saqmianobaSi Setanil wvlils (finansuri, materialuri, Tu
mmarTveluri tipis) da TiToeuli partnioris movaleobas. qveviT
moyvanilia zogierTi punqti, romelsac amxanagobis Sesaxeb
xelSekruleba moicavs:
 saxeli, mizani, misamarTi;
 xelSekrulebis xangrZlivoba;
 partniorTa tipebi (saerTo an SezRuduli pasuxsimgeblobis,
aqtiuri an pasiuri);
 partniorebis mier Setanili wvlili (saqmis dawyebisas,
mogvianebiT);
 biznesis danaxarjebi (rogor ifareba);
 uflebamosilebebi (TiToeuli partnioris uflebamosileba);
 sxvadasxva valebi;
 saaRricxvo wignebi, uwyisebi da aRricxvis meTodi ;
 mogeba-zaralis ganawileba;
 piradi sargeblobisaTvis amoRebuli Tanxebi an xelfasebi;
 partnioris uflebebi;
 partnioris gardacvaleba (firmis daSla);
 personalis marTva;
 valebis dafarva;
 partnioris wilis gayidva;
 arbitraJi;
 amxanagobis Sesaxeb xelSekrulebaSi Setanili damatebebi,
Sesworebebi, an mTlianad xelSekrulebis Secvla;
 uTanxmoebis gadawyveta;
 gadaxdisuunaroba.
amxanagoba biznesis organizebis sxva formebisagan gansxvavdeba:
amxanagobis xanmokle sicocxlisunarianobiT; sul cota, erTi
partnioris SeuzRudavi pasuxismgeblobiT; aqtivebis TanaflobiT;
mmarTveluri movaleobebis ganawilebiT.
ganasxvaveben partniorTa ramdenime tips:
_ namdvili partniori. _ aqtiuri da cnobili, rogorc partniori.
_ aqtiuri partniori. _ SeiZleba iyos an ar iyos namdvili partniori.
_ faruli partniori. _ aqtiuri, magram ar aris cnobili, rogorc
partniori.
_ pasiuri partniori. _ araaqtiuri, amasTan ar aris cnobili, rogorc
partniori.
_ Cumi partniori. _ araaqtiuri (magram SeiZleba cnobili iyos, rogorc
partniori).
_ nominaluri partniori (yalbi partniori). _ ar aris namdvili
partniori, rameTu ar warmoadgens romelime mxares amxanagobis Sesaxeb
xelSekrulebaSi. nominaluri partniori iqceva ise rogorc realuri

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partniori, an uflebas aZlevs sxva pirebs, imoqmedon misi, rogorc
partnioris saxeliT. amitom nominaluri partniori pasuxsimgebelia
mesame piris winaSe, romelmac mis saxelze krediti gasca.
qvepartniori. _ pirovneba, romelic ar warmoadgens amxanagobis
wevrs, magram erT-erT partniorTan dadebuli aqvs kontraqti, romlis
Tanaxmadac, qvepartniori iRebs garkveuli wils aseTi partnioris
saqmianobisa da mogebis wilidan.
SezRuduli pasuxismgeblobis anu komanditoruli partniori. _
kanoniT dadgenilia, rom komanditoruli partniori mxolod mis mier
biznesSi dabandebuli Tanxis dakargvis risks eweva. radgan aseTi
partniori ar Rebulobs monawileobas mmarTveluri gadawyvetilebebis
miRebasa Tu firmis xelmZRvanelobaSi, igi ar aris iseTive
pasuxismgebeli biznesis valebze, rogorc mTavari partniori.
firmis moRvaweoba SezRudulia mxolod erTi partnioris, rogorc
wamyvani Zalis, moqmedebiT.
amxanagobis wilis gauqmebis sirTule. momzadebuli werilobiTi
xelSekrulebis gareSe Znelia partnioris wilis gamosyidva.
korporacia biznesis sami organizaciuli struqturidan yvelaze
rTul formas warmoadgens. is misi mflobelTagan gansxvavebuli
iuridiuli piria.
amdenad, mas Semdeg rac SerCeulia perspeqtiuli biznesi
SesaZlebelia, davadginoT biznesis organizaciis forma.
Tu miRebulia gadawyvetileba individualuri kerZo formis gaxsnis
Sesaxeb, aucilebelia firmis wesdebis SemuSaveba, registracia, mimdinare
angariSis gaxsna bankSi, ijaris SemTxvevaSi saijaro qiris gadaxda da
sxva.
amxanagobis dafuZnebis SemTxvevaSi, aucilebelia, damfuZnebeli
xelSekrulebis, organizaciis wesdebis SemuSaveba. damfuZnebel
xelSekrulebaSi ganisazRvreba partniorebis ufleba-movaleobani.
korporaciis SeqmnisaTvis, aseve aucilebelia misi registracia,
damfuZnebeli dokumentebis SemuSaveba, Semdgom direqtorTa sabWos
dadgena, menejerTa raodenobis gansazRvra da sxva.
biznesis optimaluri forma damokidebulia rig faqtorebze:
safinanso resursebis odenobaze, warmoebis tipze; momuSaveTa
raodenobaze; gadasaxadebis moculobaze da sxva. am sakiTxebTan
mimarTebiT informaciebis mopoveba SeiZleba sagadasaxado departamentSi,
specializebul iuridiul Tu sabuRaltro firmebSi Tu sakonsultacio
centrebSi.

IV. 10. mcire sawarmoebSi

biznes-gegmis Sedgenis organizacia

biznes-gegma warmoadgens, rogorc investiciebis mozidvis

instruments, aseve Sidasafirmo dagegmvis safuZvels. biznes-gegmis
Sedgenis meTodologia da misi calkeuli ganyofilebebis detalizacia
sxvadasxva kompaniebis specifikidan gamomdinare, erTob gansxvavebulia.
biznes-gegmis Sedgena aris iteraciuli procesi, rac gulisxmobs masSi
axali informaciis safuZvelze aucilebeli cvlilebebis Seqmnas.
aRniSnulidan gamomdinare, mcire sawarmoebis specifikis mixedviT
arsebobs biznes-gegmis Sedgenis sxvadasxva logika. amavdroulad unda
gaviTavisoT is zogadi principebi, romlebic miesadageba yvela tipis

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biznes-gegmas.
reziume aris biznes-gegmis mokle mimoxilva. is unda Seicavdes
Semdegi saxis informacias:
 proeqtis dasaxeleba;
 organizaciis daxasiaTeba. aq Sedis:
- organizaciis dasaxeleba;
- organizaciul-samarTlebrivi forma;
- sakuTrebis forma;
- sawesdebo fondi;
- momuSaveTa ricxovnoba;
- bolo wlis saqonelbrunva;
- safosto misamarTi, telefoni;
- sabanko angariSebi.
 proeqtis aRwera (aq unda aRiniSnos bizness viwyebT nulidan, Tu
moxdeba maTi gafarToeba);
 firmis aRwera, misi ganviTarebis ZiriTadi etapebi da niSnebi;
 proeqtis moklevadiani da grZelvadiani miznebi, ra Semosavlebi
miiReba ra drois ganmavlobaSi;
 taqtikuri gegma anu imis aRwera, Tu rogor miiRweva dasaxuli
amocanebi;
 investiciuri moTxovna.
firmis aRweris procesSi aucilebelia, davaxasiaToT mocemuli
firma. CamovayaliboT misi sxva firmebisa da kompaniebisagan ganma-
sxvavebeli niSnebi. aq mniSvnelovania Semdegi sakiTxebis gaana-lizeba:
 miznebi da amocanebi;
 organizaciuli struqtura da sakadro Semadgenloba;
 produqciis gasaRebis tendenciebi;
 safinanso maCveneblebi;
 firmis ZiriTadi upiratesobani;
 nou-xau;
 sezonuroba;
 teqnologiuri done;
 firmis Zlieri da susti mxareebi;
 danaxarjTa analizi;
 geografiuli mdebareoba.
biznesis gegmas SeuZlia mcire sawarmos momaval mflobels
daanaxos gza mogebisaken. is SeiZleba sxvadasxva formiT Camoyalibdes.
imisaTvis, raTa davsaxoT gza mogebisaken, saWiroa pasuxi gavceT
Semdeg kiTxvebs: romel bizness viwyebT? romel bazarze vmoRvaweobT?
vin iqneba momxmarebeli? vin arian konkurentebi? rogoria gasaRebis
strategia? ra dafinansebaa saWiro firmis funqcionirebisaTvis?
marTvis ra formebia saWiro firmaSi? rogoria biznes-gegmis Sedgenis
strategia?
srulyofili biznesis gegmis dawera dros, energiasa da moTminebas
moiTxovs. iyo dro, rodesac adamianebs mcire biznesSi mxolod
SromismoyvareobiT SeeZloT mieRwiaT warmatebisaTvis. dRes ukve ada-
mianebisaTvis damaxasiaTebeli saRi azri ver ganapirobebs warmatebas,
radganac Seicvala teqnologia, bazari da TviTon xalxic.
Tanamedrove biznesSi adamianebi mxolod imitom ar imyofebian rom
fuli akeTon, isini TavianT strategias ageben xangrZliv perspeqtivaze,
amitom biznes-gegmaSi winaswar gansazRvraven am strategiis Sinaarss.

99
 ZiriTadi sakiTxi, romelic biznesis gegmis Sedgenis procesSi unda
ganvixiloT, mdgomareobs SemdegSi: realurad romel biznesSi varT?
erTi SexedviT, es SekiTxva SeiZleba araseriozulad mogveCvenos.
zogierTi menejeri kotrdeba imitom, rom ibneva Tavisi biznesis
gansazRvraSi. ra daniSnuleba aqvs saqonels momxmareblisaTvis? ratom?
sad? ras ar pasuxobs saqoneli? ra moTxovnilebas daakmayofilebs is
momavalSi? am kiTxvebze pasuxi iZleva SesaZleblobas, davaskvnaT, romel
biznesSi vimyofebiT.
biznes-gegmis tipiuri struqtura warmogvidgeba Semdegi saxiT:
1. reziume (mimoxilviTi ganyofileba);
2. firmis aRwera;
3. marketingi;
4. produqciis (momsaxurebis aRwera);
5. sabazro tendenciebi;
6. sawarmoo gegma;
7. safinanso gegma;
8. riskebis faqtorebi.
marketingi pirveli marketinguli gadawyvetileba miiReba maSin,
rodesac, davadgenT imas, Tu romel biznesSi vmoRvaweobT. Semdgom
aucilebelia sxva marketinguli problemebis gadaWra.
warmatebuli marketingi – biznesis mesakuTresTan iwyeba. is kargad
unda icnobdeT saqonels, bazars, momxmareblebsa da konkurentebs.
manam, sanam warmoebas davgegmavdeT, unda gadavwyvitoT – sad
iqneba bazari, ratom iyidian momxmareblebi saqonels, zrdadia Tu ara
bazari da sabazro wilis ramden procents daikavebs produqcia misi
warmoebisa da realizaciis pirvel, meore da mesame wels. warmoebis
miznebi da gegmebi aucilebelia iyos safuZvliani, isini unda
reagirebdnen CamoTvlil faqtorebze, rac miiRweva sabazro Sesa-
Zleblobebis da bazris gamokvleviT.
marketingis gamokvlevisas, aucilebelia, SeviswavloT: bazris
segmenti, davadginoT sad da visTvis vapirebT saqonlis miyidvas,
aucilebelia ganisazRvros bazris segmenti, rogorc geografiuli, aseve
momxmareblebis TvalsazrisiT.
konkurentebi. mniSvnelovania SeviswavloT is ZirTiadi konku-
rentebi, romlebic bazris am segmentebze moRvaweoben. SevafasoT maTi
sabazro wili da gayidvebi. gaviangariSoT maTi gayidvebis potenciuri
Semcirebis SesaZlebloba bazarze mocemuli kompaniis produqciis
gamoCenis Semdeg. aq aucilebelia davadginoT:
 konkurentebis vinaoba da adgilmdebareoba;
 sabazro wili procentebSi;
 maTi gayidvebis moculoba;
 am mizeziT SesaZlo danakargebis moculoba.
aucilebelia SeviswavloT da gavaanalizoT TiToeuli konku-
rentis Zlieri da susti mxareebi. CamovyalibdeT TiToeul maTganze, maT
ZiriTad saqonelze, mowyobiloba-danadgarebze, marketingul maxasia-
Teblebsa da axali produqciis ganviTarebis an bazarTan adaptirebis
unarze.
ra saSualebiT SevinarCunebT dagegmil sabazro wils? qvemoT
moyvanilia maxasiaTeblebis sia, (cxrili #2) romlebic gviCveneben
saqonlis konkurenciul upiratesobebs. aseTi sia TiToeul produqciaze
cal-calke dgeba.

100
 saWiroa TiToeuli maxasiaTeblis gaanalizeba. magaliTad,
SedarebiT maRali fasi ar warmoadgendes uaryofiT movlenas, Tu
konkurentebTan SedarebiT saqoneli ufro maRali xarisxisaa. rac ufro
gavrcobilia gegma, miT metad exmareba is mewarmes saqmianobaSi. analizis
procesSi unda SeviswavloT produqciis Semdegi maxasiaTeblebi:
cxrili #2
produqciis maxasiaTeblebi
maxasiaTeblebi produqti
fasi produqti 1 produqti 2
gavrcelebis geografia
saimedooba
mravalmxrivoba
warmoebis siCqare an sizuste
moqmedebis an gamoyenebis simartive
eqsploataciis an remontis simartive
damontaJebis siadvile, Rirebuleba
zoma an wona
stili
sxva maxasiaTeblebi

produqciis ganawileba. aq unda dazustdes: rogor miewodeba

saqoneli saboloo momxmarebels: pirdapiri miyidviT, savaWro
organizaciis meSveobiT, Tu arapirdapiri gziT agentebis, brokerebis,
biTumad movaWreebis da a.S. saSualebiT. CamovTvaloT momxmareblebi,
saqonlis is raodenoba, romelsac yiduloben momxmareblebi da Tanxa,
romelsac ixdian isini TiToeuli produqtisaTvis. aq aucilebelia
ganisazRvros:
1) ZiriTadi momxmareblebis saxeli;
2) sruli savaWro moculoba;
3) xvedriTi wili produqtis mixedviT;
4) Tqveni gayidvebis wili procentebSi.
sabazro tendenciebi. unda gaanalizdes bazris mocemul segmentze
ZiriTadi saqonlis gayidvis tendenciebi ukanaskneli 5 wlis
ganmavlobaSi. rogori iqneba es tendenciebi uaxloes 5 weliwadSi?
saWiroa monacemebis wyarosa da prognozirebis safuZvlis saimedoobis
Semowmeba. warmoebisa da saqonlis statistika, Cveulebriv, gamoixateba
larebSi an dolarebSi. SeiZleba gavaanalizoT iseTi parametrebi,
rogoricaa momxmarebelTa raodenoba, gayiduli saqonlis moculoba.
sabazro tendenciebis saanalizo maCveneblebia:
1) gayiduli saqonlis moculoba;
2) gayidvebi 5 wlis win;
3) mimdinare gayidvebi;
4) mosalodneli gayidvebi 5 weliwadSi.

sabazro wili. sabazro wilis dasadgenad aucilebelia

ganvsazRvroT produqciis xvedriTi wili adgilobriv an mTlian
bazarze.
gayidvis moculoba. gayidvebis moculobis dasadgenad gamoiyeneba
Semdegi cxrili:
cxrili #3

101
 gayidvebis moculobis dadgena

sul gayidvebi produqti 1 produqti 2

pirveli weli
meore weli
mesame weli

warmoeba. warmoeba warmoadgens saqmianobas, romelic firmaSi

produqciis dasamzadeblad xorcieldeba. biznes-gegmis Sedgenisas, unda
ganvixiloT yvela iZleva SesaZleblobas, romelic nedleulis mza
produqciad gardaqmnasTan aris dakavSirebuli. qvemoT moyvanili samuSao
blokebi dagexmarebaT, gansazRvroT, warmoebis ra saSualebebi da
mowyobilobebi gWirdebaT. aq aucilebelia, gavaanalizoT Semdegi
maCveneblebi:
sawarmo operaciebi. unda ganisazRvros ZiriTadi operaciebi,
magaliTad, randva, xerxva, gamoWra da sxva, romlebic gamoiyeneba
produqciis formirebis procesSi.
nedleuli. ra nedleuli, masalebi, makompleqtebeli nakeTobani
dagvWirdeba da maTi miwodebis wyaroebi. am mizniT, SeiZleba, gamoviyenoT
Semdegi cxrili (ix. cxrili #4):
cxrili #4
nedleulis wyaroebis gansazRvra

nedleuli/ wyaro fasi komentari (adgili,

komponenti miwodeba dafinanseba da
a.S.)
1.
2.
3.

aucilebelia, nedleulis komponentebis, aucilebeli maragebis

dadgena.
aRWurviloba. aq unda CamoiTvalos is mowyobilobebi, romlebic
sawarmoo operaciebis gansaxorcielebladaa saWiro. ganvsazRvroT,
aRWurvilobis SeZenis wyaro: yidva, lizingi Tu ijariT aReba.
samuSao Zalis unar-Cvevebi. aq unda, warmovadginoT samuSao Zalis
is unar-Cvevebi, romlebic, aucilebelia mowyobilobebis eqspluataciis
procesSi. am mizniT SeiZleba gamoviyenoT (cxrili #5) monacemebi.
cxrili #5
samuSao Zalis analizi
unar-Cvevebis muSakebis xelfasis samuSao Zalis
klasifikacia raodenoba sidide arseboba
1.
2.
3.
4.

dafinanseba. fuli is iaraRia, romlis saSualebiTac SesaZlebelia

biznes-gegmis amoqmedeba. fuli, agreTve, gazomvis saSualebacaa,
SesaZlebelia biznes-gegma larebis enaze Sefasdes. igives akeTeben

102
bankirebi da kreditorebi.
rodesac davadgenT Tu ramdeni fulia saWiro biznesis
dawyebisaTvis (an gafarToebisaTvis), aucilebeli xdeba ori garemoebis
gaTvaliswineba. mravali biznesi mogebas ar iZleva funqcionirebis meore
an mesame wlamde. Tu biznesi aseTia, dagvWirdeba finansuri rezervi,
raTa is vawarmooT am periodSi; meore mxriv, SeiZleba ukeTesi iyos
fuli Caidos aqciebSi, obligaciebSi an sxva fasian qaRaldebSi, manam
vidre mcire biznesis organizacia daiwyeba.
bizness an mis gafarToebas sWirdeba sesxi. aucilebelia, bankirs an sxva
damfinansebels vaCvenoT, Tu rogor da raSi iqneba daxarjuli nasesxebi
fuli. mniSvnelovania, rom gamsesxebelma zustad unda icodes, rogor
da rodis dabrundeba sesxi.
imisaTvis, rom ganvsazRvroT, ekonomikurad ganxorcielebadia Tu
ara biznes-gegma, monacemTa sami jgufi unda gaanalizdes:
 mosalodneli gayidvebi da danaxarjebi uaxloes 12 TveSi.
 fuladi saxsrebis moZraoba 12 Tvis ganmavlobaSi.
 mimdinare sabalanso uwyisi.
amis Semdeg SesaZlebelia mivmarToT banks. unda gvaxsovdes _
bankiri an sxva gamsesxebeli aris megobari da ara mteri. amitom,
aucilebelia regularulad SevxvdeiT maT, gavuziaroT arsebuli
informacia da monacemebi. Tu gamsesxebeli mzad aris dagvexmaros, man
aucileblad unda icodes biznesis ara mxolod Zlieri, aramed susti
mxareebic.
mosalodneli gayidvebi da danaxarjebi. imisaTvis, rom
gansazRvroT, gaikvlevs Tu ara biznesi gzas bazarze, unda Sefasdes
gayidvebi da danaxarjebi 12 Tvis ganmavlobaSi. am amocanis gadaWraSi
dagvexmareba savaraudo gayidvebisa da danaxarjebis uwyisis da fuladi
saxsrebis prognozis Sedgena, xolo biznesis finansuri mdgomareoba
gansazRvruli droisaTvis SeiZleba, davadginoT mimdinare sabalanso
uwyisis Sedgenis safuZvelze.
mxolod momavali gayidvebis prognozirebiT biznesis mflobeli
vals ver gadaixdis. fuli unda Semovides saWiro dros, xolo mogeba ki
ganisazRvros wlis bolomde. rom gansazRvroT, realuria Tu ara
dagegmili gayidvebi da danaxarjebi, unda Semowmdes fulis moZraobis
prognozi 12 TveSi gayidvebisa da danarxarjebis mixedviT.
aq moyvanili formebi iZleva SesaZleblobas, SevafasoT fuladi
saxsrebis moZraoba (ix. cxrili #6 da cxrili #7):
cxrili #6
savaraudo gayidvebisa da danaxarjebis uwyisi erTi wlisTvis
sul

ianv.

ivl.

oqt.
Teb.

dek.
mar.

apr.

noe.
agv.

seq.
mai.

ivn.

1. sufTa
gayidvebi
2. TviTRire-
buleba:
nedleuli
muSaxeli

103
sawarmoo
zednadebi
xarjebi
energoresu-
rsebi
dazRveva da
begara
amortizacia
3. saerTo
mogeba
(a. _ b)
4. savaWro da
admini-
straciuli
xarjebi:
xelfasi da
sakomisio
gadasaxadebi
reklama
sxvadasxva
xarjebi
5. sufTa mogeba
operaciebidan
(3-4)
6. gadasaxadi
procentebze
7. sufTa mogeba
begaris gadaxda-
mde (5-6)
8. savaraudo
mogebis begara
9. sufTa mogeba
begaris gadaxdis
Semdeg (7-8)

cxrili #7
fuladi saxsrebis prognozi
ianv.

ivl.

oqt.
Teb.

noe.
mar.

apr.

dek.
agv.
ivn.

seq.
mai.

1. fuli bankSi (Tvis

dasawyisSi)
2. fuli salaroSi
(Tvis dasawyisSi)
3. sul fuladi
saxsrebi (1.+2)
4. mosalodneli
debitoruli
angariSebi

104
 5. sxva mosalodneli
fuli
6. sul misaRebi
Tanxebi (4.+5)
7. sul fuli da
misaRebi Tanxebi
(3.+6)
8. sul fuladi gasa-
vlebi (Tvis ganmav-
lobaSi)
9. fulis balansi
Tvis bolos bankSi
da salaroSi (7.-8)

sabalanso uwyisi gviCvenebs gansazRvruli droisaTvis biznesis

finansur mdgomareobas, anu masSi aisaxeba Tu ras flobs biznesi, ra
valdebulebebi aqvs mas da risi tolia mflobelis investicia.
sabalanso uwyisi saSualebas iZleva, SevafasoT biznesis mflobels
aqtivebi da valdebulebebi.
qvemoT mocemuli cxrili gamoiyeneba kompaniis sabalanso uwyisis
SedgenisaTvis (ix. cxrili #8):

cxrili #7
kompaniis mimdinare sabalanso uwyisi
(Tqveni kompaniis saxeli)
(TariRi)
aqtivebi
mimdinare aqtivebi
fuli
debitoruli angariSebi
maragebi

fiqsirebuli aqtivebi
miwa
Senoba
mowyobilobebi
sul
minus amortizacia
s u l
valdebulebebi
mimdinare valdeblebebi
kreditoruli angariSebi
daricxuli da gadauxdeli xarjebi
moklevadiani sesxi

fiqsirebuli valdebulebebi
grZelvadiani sesxi
ipoTeka

sufTa Rirebuleba
s u l

105
 biznesis organizacia.

marketingi da warmoebis dagegmva, mewarmeobiTi biznesis mxolod

nawils Seadgens. Tu gvsurs, rom biznesma mogces is, rasac misgan veliT,
saWiroa misi organizacia.
organizacia aucilebelia, imdenad radgan marto biznesis
mflobeli ver SeZlebs mTlianad samuSaoebis Sesrulebas. aucilebelia
samuSaos, pasuxismgeblobisa da uflebamosilebis delegireba. amisaTvis
unda ganisazRvros biznesis organizaciuli struqtura. is gviCvenebs,
vin aris pasuxismegbeli ZiriTad Sesasrulebel samuSaoebsa da mTlianad
biznesze. biznesis sawyis etapze mcire sawarmos prezidenti, rogorc
wesi, TviTon akeTebs yvelafers.
qvemoT warmodgenilia biznesis ramdenime organizaciuli
struqtura. (ix: naxati 7) (es sakiTxi ufro dawvrilebiT ganixileba IX
TavSi).

prezidenti

finansebi momarageba bazrebi kompleqtacia manqanebi

transportireba testireba eqsploatacia

da dasufTaveba

kompaniis zrdasTan erTad (50-100 TanamSromlamde), organizaciam

SeiZleba miiRos Semdegi struqtura.

prezidenti da
generaluri menejeri

gayidvebis
menejeri warmoebis kontroliori
menejeri

gayidvebi reklama momara- komple- xarisxis

geba qtacia kontroli

nax. #7 biznesis organizaciuli struqtura

biznes-gegmis amoqmedeba

biznes-gegmis asamoqmedeblad aucilebelia ukukavSiris arseboba.

magaliTad, mogeba-zaralis uwyisi wlis bolosaTvis gviCvenebs

106
momgebiani iyo Tu ara biznesi ukanasknel 12 Tves.
gegmis miznobrivi daniSnulebis SesanarCuneblad misi xSiri
wakiTxvaa aucilebeli. mogeba-zaralis uwyisi yoveli Tvis an yoveli
kvartalis bolosaTvis moklevadiani ukukavSiris erT-erT tips
warmoadgens. Tumca, mogeba-zaralis uwyisi ufro zaralis uwyisi iqneba,
Tu mxolod mas daveyrdnobiT. damatebiT, aucilebelia fuladi
saxsrebis moZraobis gegmis ganaxleba, saWiroebis mixedviT, masSi
koreqtivebis Setana.
marTvis kontrolis im sistemam, romelic winaswar aris Seqmnili,
unda mogces zusti informacia maragebis, warmoebis, xarisxis, gayidvebis,
Semosavlebisa da danaxarjebis angariSebis Sesaxeb. rac ufro martivia
sistema, miT funqcionirebadia is. misi mizania, droulad miviRoT
mimdinare informacia, raTa koreqtireba gaukeTdes arCeuli kursidan
gadaxrebs.
aucilebelia maragebis kontroli, romlis mizania, momsaxurebis
maqsimumi SevTavazoT momxmarebels. rac ufro naklebia nedleulsa da
saqonelze danaxarjebi, miT ufro Cqara iqneba SesaZlebeli
momxmarebelTa damatebiTi saWiroebebis dasakmayofileblad kapitalis
xelaxali investireba.
biznesis gegmis Sedgenisas, aucilebelia, SevafasoT danaxarjebi
sawarmoo opearciebze. winaswar dadgenili standartebi dagvexmareba,
gansazRvroT samuSao dro, TanamSromelTa ganakveTebi, procesis mimdina-
reobis dro, Sesvenebasa da samuSaoebs Soris intervalis xarngrZlivoba.
perioduli sawarmoo angariSebi mogvcems saSualebas, SevamciroT
mimdinare danaxarjebi.
dabali xarisxis produqcia kompanias ukargavs momxmarebels. amis
garda, roca produqtis xarisxi aradamakmayofilebelia, miwodeba
ferxdeba, xdeba maragebis dagroveba, rasac finansuri daZabuloba
SeiZleba mohyves. maCveneblis dacemis pirobebSi, produqciis danakragebi
da wuni mosalodnelze ufro didia. xarisxis kontrolis sistemis
specifika damokidebulia warmoebis sistemis tipze.
biznes-gegmis realizaciis procesSi, maRali gayidvebis Sesa-
narCuneblad saWiroa pasuxi gasceT Semdeg kiTxvebs: ra raodenobisa da
Rirebulebis produqtebi gaiyida? ra fasSi? miwodebis ra vadebia
dadgenili? ra kreditebi miecaT momxmareblebs?
aucilebelia vawarmooT nulovani mogebis sistematiuri analizi,
radganac nulovani mogebis wertili aris menejmentis kontrolis
saSualeba, romelic giCvenebT, Tu ra raodenobis produqcia unda
gayidoT mocemul situaciaSi, raTa danaxarjebi davfaroT mogebisa da
zaralis gareSe.
biznesis dawyebis an gafarToebis dros unda gansazRvroT
gayidvebis is moculoba, romlis drosac axali saqoneli gamoisyidis
Tavs da daiwyebs mogebis motanas.
mogeba damokidebulia gayidvebis moculobaze, fassa da
danaxarjebze. ase rom, nulovani mogebis wertilis gamosaTvlelad,
Tavdapirvelad, unda ganvacalkevoT fiqsirebuli danaxarjebi (renta an
amortizaciis Tanxa) erTeul produqciaze cvladi danaxarjebisagan
(rogoricaa samuSao Zala da masalebi).
formula SeiZleba warmodges Semdegi saxiT:
sruli fiqsirebuli danaxarjebi
nulovani mogebis moculoba = ---------------------------------------------------------------------

107
 fasi _ erTeul produqciaze
cvladi danaxarjebi

magaliTad, firma ,,Ajax Plastics~-ma gansazRvra Tavisi fiqsirebuli

danaxarjebi $100,000 da cvladi danaxarjebi erTeul produqciaze – $50.
Tu erTeuli produqciis gasayidi fasi iqneba $100, nulovani mogebis
moculoba iqneba:
$100,000
nulovani mogebis moculoba = = 2000 erTeuli
$100  $50

cvlilebebi biznes-gegmaSi

biznesis dinamizmi xels uwyobs saukeTeso biznesi-gegmis

daZvelebas. zogjer, cvlileba xdeba sakuTriv kompaniaSi, magaliTad,
zogierTi TanamSromeli tovebs samuSaos. zogjer cvlilebebi momxma-
reblebSia: icvleba maTi survilebi da gemovneba. magaliTad, axalma ide-
am SeiZleba gamoiwvios cvlilebebi teqnologiur procesebSi.
imisaTvis, rom biznes-gegma aseT cvlilebebTan SesabamisobaSi
moviyvanoT, aucilebelia:
 Tvalyuri vadevnoT kompaniaSi, bazarsa da sazogadoebaSi mimdinare
cvlilebebs ;
 movaxdinoT biznes-gegmis koreqtireba am cvlilebebis gaTvali-
swinebiT;
 gansazRvroT biznes-gegmaSi Sesatan cvlilebaTa moculoba da
xasiaTi.
aq SeiZleba am mimarTulebebiT Casatarebeli samuSaos delegireba.
magaliTad, ostats mivandoT mocemuli dargis specifikis amsaxvel
JurnalebSi gamoqveynebul teqnikur cvlilebebze Tvalyuris devneba, an
gayidvebis menejers davavaloT sistematiurad mogvawodos informacia
bazarze arsebuli mniSvnelovani cvlilebebis Taobaze.
zogjer SeiZleba winaswar movaxdinoT seriozuli problemebis
prognozireba, ris Sesabamisad, davadginoT gegmis am problemebis
gaTvaliswinebiT moqmedebis kursi. am dros aucilebelia, SemuSavdes
`problemur biujeti~, romelic dafuZnebulia ufro mcire gayidvebze an
ufro maRal danaxarjebze.
frTxilad unda viyoT, im SemTxvevaSic, Tu gayidvebi
mosalodnelze maRalia. gayidvebis zrda SeiZleba, mxolod droebiTi
iyos. zrdis parametrebiT dagegmili gafarToeba, axali mowyobilobebi
da damatebiTi personali, SeiZleb,a zedmeti aRmoCndes, im SemTxvevaSi Tu
gayidvebi wina, sxvadasxva mizeziT Semcirdeba.
riskebis marTva xdeba im ZiriTadi riskebis gamovleniT da
neitralizmiT, romlebic potenciurad SeiZleba warmoiqmnas firmaSi. es
riskebi iyofa: teqnikur da finansur riskebad.

kompaniis marTva

biznesis dagegmvis procesSi aucilebeli xdeba misi marTvis

formaluri sakiTxis gadawyveta. xSirad, mcire sawarmoebis mepatroneebi
cdiloben, SeiTavson yvela mmarTvelobiTi funqcia. ase magaliTad,
gamokvlevebi cxadyofen, rom maTi drois biujeti Semdegnairad

108
 nawildeba: TanamSromlebTan urTierToba 10%, angariSgebis warmoeba 10%,
uSualod gayidvebi 25%, warmoeba 20%, sameurneo teqnikuri momsaxureba
5%, mimwodeblebTan urTierToba 10%, finansuri problemebis marTva 10%,
perspeqtiuli dagegmva 5%, da sxva. 5% drois biujetis xarjva
warmodgenilia cxrilSi: (ix. cxrili #8)
cxrili #8
mewarmis drois biujetis ganawileba1

# 5 10 15 20 25 30 %
maCveneblebi
1 mosamsaxureebTan kavSiri
2 angariSgebis warmoeba
3 uSualo gayidvebi
4 warmoeba
5 sameurneo teqnikuri momsaxureba
6 safinanso problemebis marTva
7 perspeqtiuli dagegmva
8 da sxva

aseTi kompleqsuri midgomis gamo, rogorc wesi mcire sawarmos

menejerebi ver wvdebian sakiTxTa im farTo speqtrs, romelzec bevrad
aris damokidebuli maTi warmateba.
rogorc aRiniSna biznes-gegma aris dokumenti, romelSic aisaxeba
mewarmis miznebi. aseTi gegma aris biznesis miznebis gawerili programa.
garda amisa, es gegma iZleva kreditorebisa da investorebis mxridan
dafinansebis mopovebis SesaZleblobas. Tu sakuTari biznesi iwyeba
TviTdafinansebiT, biznes-gegma SesaZlebelia, Sedges SedarebiT martivi
formiT, amasTan, aucilebelia masSi aisaxos biznesis ZiriTadi idea da
warmodgenili iqnes specifikuri miznebi, amocanebi da resursebSi
moTxovna.
miuxedavad imisa, rom biznes-gegma pasuxobs martiv miznebs, is
moiTxovs winaswar seriozuli analizis Catarebas. is biznes-gegma,
romelic unda warudginoT bankebsa da investorebs, unda moicavdes
informacias Semdegi Tavebis mixedviT:
1. reziume. erT an or gverdze unda moxdes saqonlis an momsaxurebis,
da maTi gasaRebis bazrebis warmoCena, amasTan erTad, unda mieces mokle
daxasiaTeba axal kompanias, misi funqcionirebis ZiriTad principebs.
aucilebelia im Tvisebebis gamoyofa, romlebic ganasxvaveben mas konku-
rentebisagan. unda mieces mokle Sefaseba dafinansebis perspeqtivebs,
mosalodnel mogebas. unda warmovaCinoT is Tanxa, romelic aucilebelia
biznesisaTvis da gaweros detalurad am Tanxis xarjvis reJimi.
2. kompania da dargi. am TavSi unda dasabuTdes firmis warmoSobis
aucilebloba, misi struqturis maxasiaTeblebi, agreTve warmovaCinoT
dargis zogadi daxasiaTeba.
3. saqoneli da momsaxureba. am TavSi srulyofilad unda aisaxos
axali saqoneli da momsaxureba, maTi unikaluri Tvisebebis zusti
warmoCeniT.
4. bazari. aq unda warmoCindes is monacemebi, romlebic daarwmunebs
investors saqonlis sagegmo gayidvis moculobis miRwevis
SesaZleblobebSi.
5. marketingis strategia. aq unda aisaxos Semdegi prognozebi:
realizaciis moculoba, Tqveni produqtis xvedriTi wili produqciis
bazris am segmentSi. aucilebelia, detalurad aRweros produqciis

109
momxmareblis, maTTan SesaZlebel, kontaqtebi, fasebis politika, reklama
da sxva.
6. sakonstruqtoro samuSaoebis gegma. Tu saqonels esaWiroeba
sakonstruqtoro samuSaoebi, detalurad unda avRweroT, RonisZiebaTa
xasiaTi da maStabebi, maTze danaxarjebi, SesaZlo siZneleebi.
7. sawarmoo gegma. aq unda aisaxos informacia sawarmoo
simZlavreebis, mowyobilobebis Sesaxeb; biznes-gegmis ZiriTadi muxlebis
Sesrulebis SemTxvevaSi is warmoadgens kompaniis etapuri ganviTarebis
grafiks.
9. maqsimaluri riski da sirTuleebi. aq obieqturad unda aisaxos
riskTan dakavSirebuli yvela negatiuri faqtori.
10. safinanso informacia. am TavSi unda aisaxos saorganizacio da
saeqspluatacio danaxarjebis detalizebuli nusxa, aseve mogebis,
danaxarjebis, fuladi saxsrebis moZraobis samwliani prognozi.
amdenad, biznes-gegmis Sedgena da realizacia mudmivad ganaxlebadi
dinamiuri procesia, romlis warmarTvis doneze aris damokidebuli
firmis, perspeqtivaze orientirebuli warmateba.
rogoria is Secdomebi, romelsac uSveben damwyebi biznesmenebi da
ra unda gaviTvaliswinoT biznesis dawyebis dagegmvis procesSi. aq
aucilebelia, gaviziaroT is gamocdileba, romelic gaaCnia biznesis
sferoSi moRvawe gamocdil mewarmeebs [181,p.47-48].
1. unda gavmijnoT erTmaneTisagan hobi da biznesi. mravali
pirovneba midis biznesSi im imediT, rom maTi cxovrebiseuli mowodeba
SeiZleba gadaizardos biznesSi. aseT adamianebs, rogorc wesi sakuTari
biznesisadmi naklebad gaaCniaT kritikuli damokidebuleba. ase
magaliTad, Tu SesaniSnavad amzadebT namcxvrebs, es imas ar niSnavs, rom
SeZlebT namcxvrebis biznesis warmoebas.
hobi aris damxmare instrumenti teqnikuri an SemoqmedebiTi ideis
xorcSesxmisaTvis. biznesi warmatebulia mxolod maSin, rodesac mas
emateba sameurneo saqmianobis warmoebis dargSi specialuri codna.
amdenad, amocanis gadawyveta SeiZleba ori gziT: a) sanam daviwyebdeT ama
Tu im sferoSi bizness, aucilebelia, aviTvisoT minimaluri codna
msgavsi profilis sawarmoSi gamocdilebis miRebis gziT, SeviswavloT am
dargSi biznesis problemebTan dakavSirebuli informacia, miviRoT
Sesabamisi analitikuri informacia Tu teqnikuri codna. b) biznesi
umjobesia, daviwyoT im partniorTan, romelsac gaaCnia gamocdileba am
sferoSi.
2. meore Secdoma mdgomareobs imaSi, rom damwyebi biznesmenebi,
rogorc wesi, cdiloben, TavianTi firma mimzidveli gaxadon
yvelasaTvis.
mcire sawarmos mflobelebi, rogorc wesi fiqroben gaxadon maTi
biznesi orientirebul momxmarebelTa, rac SeiZleba farTo wreze. es
piriqiT, iwvevs imas, rom kompania mraval sferoSi awydeba problemebs,
nacvlad imisa, rom iyos Zlieri specializaciis mxolod erTi dargSi.
amdenad, gamosavali mdgomareobs imaSi, rom maqsimalurad Seviwrovdes
kompaniis saqmianobis sfero, ganisazRvros bazris segmenti da am
segmentze warimarTos yvela aucilebeli resursi (saqoneli, reklamis
saSualebebi, personali). imisaTvis, rom am segmentSi daviWiroT
Rirseuli adgili, aucilebelia garkveul asakobriv kategoriaze
(axalgazrdebi, moxucebi, Sua xnis xalxi) orientacia an vaWrobaSi
SerCeul unda iqnas erTi mimarTuleba (Camofasebuli saqonlis an

110
ZviradRirebuli saqonlis gayidva, momxmareblisa yuradRebiani
momsaxureba da sxv.).
3. Secdomaa saqmis wamowyeba fulis sakmarisi odenobis gareSe.
mxolod erTeuli kompaniebi Rebuloben saqmis dawyebidan mcire droSi
mogebas. bevri maTgani Tveebis an wlebis ganmavlobaSi ganicdian
danakliss manam, vidre gaxdebian momgebianni. amitom, aucilebelia: a) im
scenaris SemuSaveba, romelSic aisaxeba yovelTviuri minimaluri
Semosavali da maqsimaluri danaxarjebi saqmianobis dawyebidan pirveli
ori wlis ganmavlobaSi; davadginoT is saorientacio momenti, rodesac
Semosavlebi gadaaWarbebs gasavlebs; ganisazRvros im Tanxis odenoba,
romelic saWiroa xarjebis dasafaravad, aseve, is minimaluri
danaxarjebi, romlebic aucilebelia sawarmos gaxsnisaTvis. b) rodesac
sakuTari finasuri SesaZleblobani SezRudulia, aucilebelia,
davadginoT moculobis kreditis aReba SeiZleba Tu ara bankidan
minimaluri danaxarjebis dasafaravad.
4. didi mniSvneloba aqvs riskisa da saSiSroebis droze aRmoCenas
da neitralizebas. aq aucilebelia, Sedges gegma, sadac gaiwereba
mosalodneli safrTxeebi. yvelaze saSiSi aq aris kreditTan
dakavSirebuli safrTxe, amitom, es sakiTxebi winaswar unda gaiweros, anu
damwyebma mewarmem unda icodes finansuri krizisis SemTxvevaSi, saidan
unda elodes damatebiT dakrediteba-dafinansebas.
5. araswori fasis daweseba. aucilebelia, ganvasxvavoT sxvaoba
minimalur, gonebrivad dasabuTebul, saSualo da wamgebian fass Soris.
aq unda moiZebnos is balansi, romliTac erTis mxriv movizidavT
momxmarebels, xolo meores mxriv kompaniisaTvis uzrunvelyofs
optimalur mogebas.
6. kompaniaSi optimaluri stimulirebis politikis gaTvaliswineba.
ganviTarebadi kompania mudmivad moiTxovs TanamSromelTa stimulirebas.
es SeiZleba gamoixatos premiebSi, saCuqrebiT waxalisebaSi, xelfasis
awevaSi da sxva. ukontrolo CarCoebSi es procesi did dartymas ayenebs
kompanias da SeiZleba igi gakotrebamdec miiyvanos. amis Tavidan
asacileblad, mizanSewonilia, kompaniaSi Seiqmnas materialuri
stimulirebis fondi da masSi yovelTviurad mogebidan Cairicxos is
Tanxebi, romlebic daeqvemdebareba Semdgom kontrols.
7. TviTizolacia. msxvili kompaniebisagan gansxvavebiT, wvrili
kompaniebis mflobelebi gadawyvetilebebs erTpirovnulad Rebuloben,
anu gverds uqceven korporaciul interesebs, gadawyvetilebaTa miRebis
koleqtiur proceduras, romelic damaxasiaTebelia msxvili
kompaniebisaTvis. am tipis gadawyvetilebebs aqvs dadebiTi mxarec, anu
isini efeqturia operatiulobis TvalsazrisiT. eqstremalur situaciaSi
yvelaze optimaluri aris araoficialuri sabWos mowveva: buRaltris,
bankiris, iuristis, sxva analogiuri firmis mflobelis azris mosmena,
yovelTviuri erToblivi analizi im problemebisa, romelic dgas firmis
winaSe.

mimoxilviTi SekiTxvebi:

1. rogoria mcire biznesis masStabebi?

2. dagvisaxeleT ukanasknel wlebSi mcire sawarmoebis esoden swrafi
zrdis pirobebi?
3. rogor gesaxebaT mcire biznesis ekonomikuri roli?

111
 4. dagvisaxeleT mewarmeobis organizaciul-samarTlebrivi formebis
Rirseba-naklovanebani?
5. ra etapebi unda gaviaroT biznesis SesaZenad?
6. CamogviyalibeT biznes-gegmis struqtura?

TemaSi ganxilul sakiTxTa mokle ganmeoreba

1. sad Caisaxa da ganviTarda mcire biznesi?

mcire biznesi Caisaxa aSS-Si, rac dakavSirebuli iyo evropidan
emigraciis did talRasTan. emigrantebs auTvisebel miwebze WirdebodaT
momsaxureba. ase gaCnda pirveli ojaxuri Toneebi, samrecxaoebi,
restornebi da sxva.
2. ra etapebia gasavleli biznesis SesaZenad?
biznesis SesaZenad aucilebelia gamyidvelebis moZieba, maTi
biznesis Sefaseba, Sesyidvis dafinanseba, biznesisaTvis fasis dadeba,
garigebis struqturis SerCeva, molaparakebis warmoeba.
3. dagvixasiaTeT sakuTari firmis organizaciul-samarTlebrivi
formebi?
firmi samarTlebrivi formebia: erTpirovnuli mflobeloba.
erTpirovnuli mflobeloba warmoadgens iseT samarTlebriv formas,
romelic gulisxmobs biznesis erTi piris mier flobas da
xelmZRvanelobas. amxanagoba gulisxmobs ori an meti piris, rogorc
biznesis Tanamflobelis TanamSromlobas mogebis miRebis mizniT.
korporacia warmoadgens misi mflobelebisagan gansxvavebuli iuridiul
pirs.
4. ra aris biznes-gegma da risTvis gamoiyeneba is?
biznes-gegma aris dokumenti, romelSic aisaxeba mewarmis miznebi. es
aris biznesis miznebis gawerili programa, romelic iZleva
kreditorebisagan da investorebisagan dafinansebis mopovebis
SesaZleblobas. tipiuri biznes-gegma moicavs Semdeg muxlebs: 1) reziume.
2) kompania da dargi. 3) saqoneli da momsaxureba. 4) bazari. 5) marketingis
strategia. 6) sawarmoos gegma. 7) maqsimalur riski da sirTuleebi. 8)
safinanso ifnormacia.
4. CamoTvaleT mcire biznesis funqciebi?
mcire biznesis funqciebia: axali samuSao adgilebis Seqmna,
uaxlesi saqonlisa da momsaxurebis warmoeba, msxvili korporaciebis
momsaxureba, mosaxleobis uzrunvelyofa saqonliTa da momsaxurebiT.
6. CamoayalibeT sakuTari saqmis organizaciis sami gza?
sakuTari saqme SeiZleba daviwyoT nulidan, SevisyidoT funqci-
onirebadi firma an CavdoT fuli framnSaizingSi.

112
 Tavi V.
biznesis dawyebis finansuri uzrunvelyofa

momeciT me is, rac me minda, da me Tqven

mogcemT imas, rac Tqven gindaT.
a. smiti

mogebis dagmobis tendencia mimdinareobs

Sua saukuneebis Tvalsazrisidan, romlis mi-
xedviT erTi adamianis mogeba meoris
zaralia.
p. samuelsoni

adamianebi mdidrebi xdebian ara marto

imis gadidebiT, rac aqvT, aramed xarjebis
Semcirebis gziTac.
aristotele

am TavSi Tqven gaecnobiT:

1. biznesis dawyebis 2. bankis moklevadian 3. fulis biujets;

dafinansebis wyaroebs; saSualovadian da grZe- sesxis moculobis Se-
kreditunarianobis da- lvadian sesxebs; sesxis fasebas; fuladi bi-
dgenas; sabalanso da moculobis dadgenas; kre- ujetis prognozs.
mogeba-zaralis uwyisebs. ditoris moTxovnebs; da-
angariSis Sedegnas; se- kreditebis SezRudvebs;
sxis saxeobaTa dadgenas. fuladi saxsrebis ma-
rTvas.

V. 1. biznesis dawyebis dafinansebis wyaroebi.

mas Semdeg rac biznes-gegma Sedgenilia, aucilebelia biznesis

dafinansebis wyaroebis Zieba, romlebic iyofa or rigad: sakuTar
(saaqcio kapitali) da nasesxeb (bankis krediti) wyaroebad. bankis krediti
moiTxovs dabrunebadobas, aqcioneruli kapitali ar moiTxovs
dabrunebadobas, rac investors aZlevs SesaZleblobas, kompaniis
mogebidan Semdeg wlebSi miiRos SedarebiT didi Semosavlis wili.
kompaniaTa umravlesoba Tavis saqmianobas afinansebs, rogorc saaqcio,
aseve sasesxo kapitalis xarjze.
mas Semdeg, rac sawarmo daiwyebs saqmianobas. mas mudmivad
esaWiroeba fuladi investiciebi. kreditebis miReba safinanso bazarze,
rogorc wesi, erTjeradi ZalisxmeviT SeuZlebelia. rigi firmebisa
axerxeben TviTganviTarebas sakuTari safinanso resursebis xarjze,
Tumca umravlesoba moiTxovs garegan dakreditebas da dafinansebas.
rogoria biznesis dawyebisaTvis optimaluri Tanxa? am SekiTxvaze
pasuxi rasakvirvelia damokidebulia biznesis sferoze da mis
masStabebze. momsaxurebis biznesi moiTxovs nakleb finansebs,
gadamamuSavebeli mrewveloba, sakvlev-sakonstruqtoro firmebi - ufro
mets. aSS-is gamocdilebiT, mcire firmebis saqmianobis sastarto
kapitali am qveynebSi ar aRemateboda 20 aTas dolars. saSualo
kompaniebis dafuZnebisaTvis aSS-Si aucilebelia aranakleb 50 aTasi aSS

113
dolaris sastarto kapitali [196,p.18].
mcire biznesis dafinansebis ufro metad ganviTarebuli wyaro aris
sabanko krediti. amasTan, gasaTvaliswinebelia is garemoebac, rom
bankebi, rogorc wesi, arcTu martivad gascemen sesxs damwyebi
sawarmoebisaTvis. mravali bankis pirobiT, mocemul biznesSi unda Caidos
sakuTari finansuri saxsrebis 25-dan 50%-mde. amasTan, damatebiT
garantad bankebi moiTxoven kreditze uZraobis Cadebas. bankebi, rogorc
wesi, mcire sawarmoebze ufro maRali procentiT gascemen, vidre msxvili
korporaciebisTvis. im wlebSi, rodesac saprocento ganakveTebi izrdeba
es garemoeba aferxebs mcire sawarmoebis ganviTarebas. yvela banki
muSaobs gansxvavebuli pirobebiT, saprocento ganakveTebic
gansxvavebulia, amitomac aris aucilebeli am pirobebis safuZvlianad
Seswavla. zogierTi banki astimulirebs mcire bizness. magaliTad,
`prokredit banki~ saqarTveloSi. upriania, kreditze moTxovna
erTdroulad ramodenime banks gadaeces. mcire biznesis mxardaWeris
mizniT, aSS-Si dafuZnebulia mcire-biznesis mxardaWeris sammarTvelo
(mbms). aSS-is sammarTvelo aris bankis winaSe imis garantori, rom is
gadaixdis valis 85-90%-s. is gascems 100-dan 750 aTas dolaramde sesxebze
garantiebs. amasTan erTad, sammarTveloSi gaxsnilia specialuri
programebi omis veteranTa, qalTa, nacionalur umciresobaTa pirdapiri
dafinansebis mizniT [196,p.58].
sesxis aRebis erT-erTi yvelaze misaRebi forma aris mimwodeblebis
krediti. magaliTad, maRaziis gaxsnis SemTxvevaSi arsebobs Sesa-
Zlebloba, davarwmunoT mimwodebeli, gasces saqoneli kreditSi. am Se-
mTxvevaSi, mimwodeblis riski minimaluria da Tu mimwodeblis saqoneli
ar gaiyida, is SeiZleba daubrundes mas. efeqturia saqonlis
realizaciis Semdeg angariSsworeba da am safuZvelze mimwodebelTan
xelSekrulebis dadeba.
mcire biznesis zogierTi warmomadgeneli ver gebulobs, Tu ratom
ar aZleven mas sesxebs sakredito dawesebulebebi. aseTi menejerebis
Secdoma imaSi mdgomareobs, rom isini ver acnobiereben im faqts, rom
bankebi da sxva sakredito organizaciebi xelmZRvaneloben garkveuli
principebiT, iseve rogorc biznesis sxva warmomadgenlebi. amitom,
aucilebelia, davadginoT kreditis aRebasTan dakavSirebuli Semdegi
ZiriTadi sakiTxebi: 1) firmis finansuri monacemebi; 2) kreditunarianoba;
3) kreditis saxeebi; 4) sesxis moculoba; 5) girao; 6) sakredito
SezRudvebi; 7) kreditis miRebis ganacxadi;

V. 2. finansuri monacemebis momzadeba

bankebi gascemen kredits kreditunarian, momgebian da mzard

firmebze. amis dadgenaSi maT ori ZiriTadi finansuri dokumenti
exmarebaT – sabalanso uwyisi da mogeba-zaralis angariSi. warsuli
moRvaweobis Sedegebi aris is ZiriTadi kriteriumi, romelic
gansazRvravs biznesis kreditunarianobas da mis Semdgom momgebianobas.
drois garkveuli periodis ganmavlobaSi, am ori dokumentis momzadeba
finansuri stabiulrobisa da potenciuri zrdis SesaZleblobis dadgenis
mTavari saSualebaa.
sesxis miRebis kandidatebTan saubris procesSi, sakredito agentebi
dainteresebuli arian Semdegi monacemebiT:
zogadi informacia: aris Tu ara sabuRaltro wignebi da

114
dokumentebi saTanado doneze momzadebuli; rogoria sakredito
davalianebis gadaxdis pirobebi; rogoria debitoruli davalianebis
gadaxdis pirobebi; xdeba Tu ara begaris droulad gadaxda; ra SekveTebi
aqvs firmas; ramdeni momuSavea kompaniaSi; rogoria dazRvevis Tanxa.
debitoruli angariSebi: aq mniSvnelovania: SesaZlebelia Tu ara,
rom debitoruli angariSebi ar daifaros an gadabarebul iqnas sxvebze;
rogoria debitoruli angariSebis brunvadoba; dagrovili debitoruli
angariSebis did moculobas xom ar ganapirobebs zogierTi momxmareblis
davalianebis dafarvaSi dagvianeba; aris Tu ara gaTvaliswinebuli
sakmarisi rezervebi saeWvo debitoruli angariSebis dasafarad;
debitoruli davalianebebidan vis aqvs yvelaze didi davalianeba da
mTliani angariSebis ramden procents Seadgens is.
sasaqonlo-materialuri maragi. aq Seswavlili unda iqnes: karg
mdgomareobaSia Tu ara saqoneli, an xom ar saWiroebs gadafasebas;
rogoria nedleulis maragebi; risi tolfasia warmoebis procesSi myofi
saqonlis raodenoba; ras udris mza saqonlis moculoba; xom ar miewoda
momxmarebels metismetad bevri produqcia; aris Tu ara firmis maragebis
brunvadoba biznesis imave sferoSi moRvawe firmebis analogiuri
maCveneblebis Sesatyvisi; Tqveni fuli metismetad didi xniT xom ar
aris dabandebuli maragebSi.
fiqsirebuli aqtivebi. aq unda gaanalizdes: ra tipis, asakis da
mdgomareobis mowyobilobebia firmaSi; rogoria ipoTekisa da sako-
ntraqto gayidvebis Taviseburebani; rogoria momavali Sesyidvebis
gegmebi;
kreditis saxeebi

rodesac gadawyvetilia firmisTvis kreditis gacema, Zalian

mniSvnelovania imis garkveva, Tu ra saxis kreditia saWiro bankis an
sxva sakredito dawesebulebisagan. arsebobs sami saxis krediti:
moklevadiani, saSualovadiani, grZelvadiani. am mizniT gamoiyeneba
saaqcio kapitali.
unda gavacnobieroT, rom kreditis saxeobis arCevaze zegavlenas
axdens is, Tu ra tipis fondebis dasafinanseblad iqneba is gamoyenebuli.
am faqtoris gaTvaliswinebis gareSe, Znelia, miviRoT gadawyvetileba
imis Taobaze, Tu ra saxis krediti gvWirdeba. mniSvnelovania nasesxebi
saxsrebis dabrunebadobis sakiTxi. moklevadiani sesxis dabruneba xdeba
likviduri aqtivebis gayidviT, grZelvadiani sesxis ukan dabruneba
xdeba mogebiT.
kreditunarianoba

biznesisaTvis umniSvnelovanesia fuladi saxsrebis moZiebis unari.

sanam banki an sxva sakredito dawesebuleba miiRebs sesxebis gacemis
Sesaxeb gadawyvetilebas misi warmomadgeneli unda dakmayofildes
pasuxiT Semdeg kiTxvebze:
1. rogoria fulis msesxebelis pirovnuli Tvisebebi, am Tvisebebs
umTavresi mniSvneloba eniWeba kreditis Semdgom dabrunebaSi.
2. ra mizniT apirebs msesxebeli fulis gamoyenebas? am kiTxvaze
pasuxi gansazRvravs kreditis saxes. fuli, romelic saWiroa sezonuri
saqonlis SesaZenad, ufro swrafad iZleva mogebas, vidre fuli
daxarjuli fiqsirebuli aqtivebis SeZenaze.
3. rodis da rogor moxdeba sesxis dafarva? bankis daskvna bi-

115
znesis SesaZleblobaze da sesxis saxe gadamwyveti faqtoria sesxis
gasacemad.
4. iqneba Tu ara sesxis dabruneba sakmarisad garantirebuli? sxva
sityvebiT rom vTqvaT, gaaCnia Tu ara moTxovnil Tanxas
gauTvaliswinebel SemTxvevebSi Sesabamisi SeRavaTebi. banki am xasiaTis
informacias Rebulobs im finansuri angariSebidan gamomdinare,
romlebic saSualebas iZleva, ganisazRvros biznesis perspeqtivebi
valis aRebis Semdeg.
bankis moklevadiani sesxis gamoyeneba SesaZlebelia debitoruli
angariSebis dasafinanseblad, vTqvaT, 30-60 dRiT an ufro xangrZlivi 5-6-
Tviani vadis sezonuri maragebis Sesaqmnelad. Cveulebriv, kreditorebi
elodebian moklevadiani sesxis ukan dabrunebas mas Semdeg, rac mizani,
romlisTvisac fuli iyo aRebuli, miRweulia: magaliTad, ganaRdebulia
debitoruli angariSebi (debitoruli angariSebis dasafinanseblad
gamoyenebuli sesxis SemTxvevaSi), an maragi `gardaqmnilia~ gasayid
saqonlad (maragis SesaZenad aRebuli sesxis SemTxvevaSi). aRniSnuli
tipis sesxs banki gascems garkveuli garantiebis (uzrunvelyofis)
pirobebSi, an ugarantiod im SemTxvevaSi, Tu klientis gadaxdi-
sunarianoba ar iwvevs eWvs (klients gaaCnia kargi reputacia kreditebis
dabrunebis TvalsazrisiT).
moklevadiani miznebis misaRwevad, bankis kreditis yvelaze xSirad
gamoyenebuli formaa arauzrunvelyofili sesxi. klientis sakredito
uzrunvelyofili sesxi iTxovs sesxis sanacvlod qonebis, an misi
nawilis dagiravebas. banki moiTxovs Tavis meanabreTa dacvas riskisgan
maSinac ki, rodesac biznesis warmatebis Sansebi sakmaod maRalia.
saSualo da grZelvadiani sesxebi, sesxis ganaRdebis periodi,
sakmaod didia, kerZod, saSualovadiani kreditisaTvis is Seadgens 1-5
weliwads, xolo grZelvadianisTvis – 5 weliwads da mets.
aseTi sesxi periodulad unda daifaros mogebis saSualebiT.
unda ganvasxvaoT erTmaneTisagan garkveuli vadiT aRebuli sesxi
da saaqcio (anu sainvesticio) kapitali. saaqcio kapitali ar brundeba,
es fuli warmoiqmneba biznesis nawilis gayidvis sanacvlod. saaqcio
kapitali kompaniaSi warmoiqmneba im aqcionerebis SenatanebiT, romlebic
mzad arian, daabandon kapitali masSi. isini ufro dainteresebuli arian
potenciuri mogebiT, vidre TavianTi investiciebis swrafi dabrunebiT.

sesxis moculobis dadgena

kreditis moculoba, romlis aRebas vapirebT, damokidebulia im

mizanze, romlis gansaxorcielebladac aris is gankuTvnili. biznesis
gafarToebis, warmoebis profilis SecvlisaTvis saWiro Tanxis mopoveba,
- SedarebiT martivia. mowyobilobis mwarmoebeli firmebi, arqiteqtorebi
da mSeneblebi operatiulad adgenen savaraudo danaxarjebs. amdenad,
sabrunavi kapitalis raodenoba damokidebulia imaze, Tu ra biznesSi
varT CarTuli. finansuri maCveneblebis (koeficientebis) optimaluri
mniSvnelobebis gamoyeneba iZleva saSualebas, miaxloebiT ganvsazRvroT
saWiro fulis raodenoba samomavlo, Cveulebriv 12-Tviani periodisaTvis.
fulis wyaroebis gamoyenebis detaluri dagegmva aRniSnuli sakiTxis
gadasawyvetad saukeTeso gzaa. fuladi Semosavlebisa da gasavlebis
dagegmvisas, SesaZlebelia, mxedvelobaSi viqonioT konkretuli pirobebi.
fuladi Semosavlebisa da gasavlebis aseTi dagegmva efuZneba firmis

116
biujetis, fuladi Semosavlebis prognozirebas.
firmis biujeti emyareba warsul gamocdilebas da momavali
periodis dagegmvas. fuladi saxsrebis moZraobis prognozi efuZneba
fuladi gasavlebisa da Semosavlebis Sefasebas saanalizo periodSi.
amrigad, biujeti da fuladi saxsrebis moZraobis prognozi erTad
warmoadgens samuSao kapitalis moTxovnilebebis dasakmayofilebel
gegmas.
samuSao kapitalis moTxovnilebebi rom davgegmoT, unda vicodeT
`Cash flow~ (im fuladi saxsrebis moZraoba), romelic generirebs
biznesSi. is moicavs fuladi Semosavlebisa da gasavlebis yvela ele-
ments. es elementebi warmodgenilia mogeba-zaralis uwyisSi, rome-lic
yoveli Tvis mixedviT ganisazRvreba.

garantiis saxeebi

zogjer klientis xelmowera erTaderTi garantiaa, romelic sesxis

gacemisaTvis Wirdeba banks. sxva SemTxvevebSi, banki iTxovs damatebiT
garantiebs. am garantiebis saxe da sidide damokidebulia bankis
safinanso maCveneblebze da msesxeblis mdgomareobaze.
Tu moTxovnili krediti msesxeblis finansuri angariSebiT ver
iqneba garantirebuli, maSin es problema SeiZleba gadawydes
dagiravebuli fasiani qaRaldebiT. garantiis saxeebia: indosantebi;
valdebulebis Tanamonawileebi da Tavmdebebi (garantebi); ijara; qonebis
marTvis uflebis micema; qonebis dagiravebis dokumenti; debitoruli
davalianeba; danazogebis angariSi; sicocxlis dazRveva; aqciebi da
obligaciebi.
indosantebi, valdebulebis Tanamonawileni da Tavmdebebi
(garantebi). msesxeblebi xSirad iTxoven gareSe pirebis Tamasuqze xelis
moweras, rom amiT gaiadvilon TavianTi kreditis miReba. indosantebi
pirobiTad ageben pasuxs Tamasuqebis xelmoweraze. Tu msesxebeli ver
SeZlebs fulis ukan dabrunebas, banki elodeba, rom indosanti
Seasrulebs TamasuqSi dafiqsirebul mis valdebulebebs. xandaxan,
SeiZleba indosantsac mosTxovon kapitalis (qonebis) dagiraveba an sxva
garantiebi.
valdebulebis Tanamonawile – iRebs valdebulebebs sesxis amReb
pirovnebasTan erTad. am SemTxvevaSi, bankma fuli SeiZleba moiTxovos
rogorc msesxeblisgan, aseve valdebulebis Tanamonawilisagan.
Tavmdebi iZleva sesxis ukan dabrunebis garantiebs sagarantio
valdebulebebze xelis moweriT. rogorc kerZo, aseve saxelmwifo
kreditorebma SeiZleba mosTxovon korporaciebis mmarTvelebs imis
garantiebi, rom maTi menejmenti uwyvetad efeqtiani iqneba. zogjer
mwarmoebelma SeiZleba Tavdebad Tavisi momxmarebeli warmoadginos.
ijaris _ ijaris daweseba, rogorc garantia, gamoiyeneba Ta-
vdebobis msgavsad. banki gascems sesxs Senobis SesaZenad da giraoSi
iRebs mas. amave dros xels moaweren dokuments bankisaTvis saijaro
gadasaxadis Taobaze. am SemTxvevaSi saijaro gadasaxadi warmoadgens
sesxis dabrunebis garantias.
sasaqonlo qviTari. zogjer bankebi fulis gasesxebis sanacvlod
iReben saqonels, rogorc garantias da amis dadasturebis niSnad
gascemen sasaqonlo qviTrebs. aseTi qviTari, Cveulebriv, pirdapir banks
miewodeba da uCvenebs, rom garantad gamoyenebuli saqoneli

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moTavsebulia specialur sawyobSi an rCeba firmis SenobaSi erT-erTi
TanamSromlis kontrolis qveS. aseTi sesxebi gaicema standartul
saqonelze, romelic advilad iyideba.
ndobis qviTari. _ zogierTi saqoneli, magaliTad: manqanebi an
aveji, saWiroa, gamoifinos gasayidad. fulis sesxeba warmoadgens
erTaderT gzas, romliTac bevr mcire movaWres SeuZlia, moawyos aseTi
gamofena-gayidvebi. aseTi sesxi xSirad gaicema Tamasuqis an ndobis
qviTris (Trust receipt) warmodgenis SemTxvevaSi.
ndobis qviTari aris legaluri dokumenti, romelic adasturebs
Tqvens uflebas, gamoiyenoT sagamofeno are. ndobis qviTarze xelis
moweris procesSi xdeba:
 saqonlis miRebis dadastureba;
 bankis ndobis safuZvelze saqonlis SeZenaze SeTanxmebis dadeba;
 bankis valis dabrunebaze saqonlis gayidvis Semdeg valdebulebis
aReba.
qonebis dagiraveba. _ moZravi qonebis dagiravebis safuZvelze
sesxis gacemisas, banki mxedvelobaSi iRebs qonebis mimdinare da
samomavlo Rirebulebas. aq aucilebelia Semdegi qonebrivi sakiTxebis
dadgena: ra siswrafiT ufasurdeba is? daculia Tu ara is xanZrisagan,
qurdobisa da dazianebisagan? aris Tu ara igi dazRveuli? am kiTxvebiT
banki arkvevs, daculia Tu ara am fulis msesxebelis qoneba.
grZelvadiani sesxis gacemis dros uZravi qoneba SeiZleba gamoyenebul
iqnes, rogorc girao, rodesac banki uZrav qonebas iRebs giraod, igi
swavlobs:
 mis adgilmdebareobas;
 mis fizikur mdgomareobas;
 dakargvis SemTxvevaSi msesxeblis mier qonebis ukan gamosyidvis
uflebas, mis fass ;
 Tanxas, romliTac igi aris dazRveuli.
debitoruli davalianeba. _ bevri banki iZleva kredits debitorul
angariSebze, ris Sedegadac, sakredito gadasaxads momxmareblebi
(debitorebi) ixdian.
bankma SeiZleba miiRos debitoruli angariSebi SetyobinebiT an
Setyobinebis gareSe. Setyobinebis pirobebSi, banki auwyebs saqonlis
myidvels, rom misi angariSi miRebulia da man banks unda gadauxados es
Tanxa. Setyobinebis gareSe msesxeblis momxmareblebi agrZeleben
angariSebis gadaxdas.
danazogebis angariSi. _ SesaZlebelia miviRoT krediti dana-
zogebis bankisaTvis gadacemiT. am SemTxvevaSi banki itovebs klientis
Semnaxvel wignaks. Tu giraod aris gadacemuli sabanko angariSi sxva
bankisaTvis, maSin kreditis mimcemma bankma SeiZleba moiTxovos imis
dasturi, rom angariSi miRebul iqna rogorc girao.
sicocxlis dazRveva. _ giraos sxva saxe aris sicocxlis dazRveva.
bankebi gascemen sesxad im Tanxas, romelzec dazRveulia klienti
sadazRvevo polisSi. amis Semdeg polisi gadaecema banks.
Tu es sadazRvevo polisi Sedgenilia mcire kompaniis mmarTvelze,
maSin korporaciis rezoluciiT nebadarTuli unda iyos am polisis
bankisaTvis gadacema. sadazRvevo kompaniaTa umetesoba iZleva uflebas,
bankTan xelmoweris vadis gasvlis Semdeg xelaxla moaweroT xeli

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sadazRvevo poliss.
zogierT klients urCevnia gamoiyenos sicocxlis dazRveva,
rogorc girao, vidre isesxos fuli pirdapir sadazRvevo kompaniebi-
sagan. amis erT-erTi mizezi aris is, rom aseTi sabanko sesxi xSirad
ufro advili misaRebia da misi miReba ufro dabali procentiT SeiZleba.
aqciebi da obligaciebi. _ aqciebis da obligaciebis giraod
gamosayeneblad, isini gasayidad vargisi unda iyos. sabazro
mdgomareobis gauaresebis da realizaciasTan dakavSirebuli xarjebis
gaTvaliswinebiT, banki kompaniebs asesxebs maRalxarisxovani aqciebis
sabazro fasis ara umetes 75%-isa, magram saxelmwifo an municipalitetis
obligaciebis SemTxvevaSi, bankebma SeiZleba gascen maTi sabazro fasis
90%-is an meti odenobis sesxi.
bankma SeiZleba moiTxovos damatebiTi garantiebi im SemTxve-
vebisTvis, rodesac aqciebisa da obligaciebis fasi bazarze daecema
bankis mier dawesebul zRvarze qvemoT.
sakredito dawesebulebebi mxolod sesxis gadasaxadebis miRebiT
ar arian dainteresebuli. isini agreTve dainteresebuli arian im sesxis
mTxovnelebiT, visac myarSemosavliani biznesi gaaCnia. amitom, miuxedavad
imisa, moTxovnilia Tu ara girao sesxisaTvis, isini aweseben sakredito
SezRudvebs, raTa daicvan Tavi zedmeti riskisa da sesxis mTxovnelis
mier gatarebuli cudi menejmentisagan. zogierTi mflobel-menejeri am
SezRudvebs aRiqvams, rogorc zedmet tvirTs.
sxvebi am SezRudvebs ganixilaven, rogorc TavianTi menejmentis,
unar-Cvevebis (codnis, teqnikis) gaumjobesebis SesaZleblobas.
grZelvadiani sesxis misaRebad, rogorc sesxis mTxovneli aseve
kreditori aanalizeben Semdeg punqtebs:
 msesxebeli kompaniis sufTa mogebis sidide;
 kompaniis samomavlo perspeqtivebi;
 menejmentis SesaZleblobebi;
 im dargis samomavlo perspeqtivebi, romlis nawilic aris kompania.
aRniSnuli SezRudvebis raodenoba sesxis vadis zrdis kvalobaze
izrdeba. is SezRudvebi, romlebic SeiZleba dauwesdes kompaniebs,
umeteswilad TviT am kompaniazea damokidebuli. Tu kompania sakmaod
saimedoa, maSin SezRudvebis minimaluri done iqneba dawesebuli.
arasaimedo kompaniebisaTvis ki piriqiT, SezRudvebis done meti iqneba,
vidre Zlieri kompaniebisaTvis.
SezRudvebi, romlebsac SeiZleba Sexvdes sesxmsesxebeli kreditis
aRebisas aris Semdegi:
 gadaxdis vadebi;
 qonebis dagiraveba an garantiebis micema;
 perioduli angariSgeba.
sakredito xelSekruleba, rogorc cnobilia, aris dokumenti,
romelic moicavs kreditis aRebis yvela pirobas. misi daxmarebiT
kreditori:
1) icavs Tavis kreditorul pozicias (icavs im sakredito pozicias,
romelic mas hqonda sesxis gacemis momentSi);
2) uzrunvelyofs sesxis droul dabrunebas.
kreditori Tvlis, rom sesxis amRebi unda flobdes iseT bizness,
romelic uzrunvelyofs sakmarisi saxsrebis gamomuSavebas, rogorc

119
sesxis dasafaravad, aseve sxva saWiroebebis dasakmayofileblad,
kreditors surs, rom msesxeblis fuladi Semosavali sakmarisad didi
iyos, raTa sesxis dafarvis dros ar moxdes sabrunavi kapitalis
mniSvnelovani Semcireba.
sakredito xelSekrulebaSi dawesebuli SezRudvebi naCvenebia im
nawilSi, romelsac SeTanxmebas (qovenanTs) uwodeben. uaryofiTi
qovenanTi aris is, risi gakeTebac sesxis amRebs ar SeuZlia
kreditorTan SeTanxmebis gareSe. magaliTad, mTliani sesxis Semdgomi
gazrda, sakredito xelSekrulebaSi dafiqsirebulze meti dividentis
gacema.
meore mxriv, dadebiTi qovenanTebi aris is, risi gakeTebac msesxe-
blisaTvis aucilebelia. magaliTad:
 minimaluri sufTa sabrunavi kapitalis uzrunvelyofa;
 Sesabamisi dazRvevis uzrunvelyofa;
 sakredito xelSekrulebaSi dafiqsirebul vadebSi valis gadaxda;
 kreditoris finansuri angariSebiT uzrunvelyofa.
unda gaviTvaliswinoT isic, rom sakredito xelSekruleba SeiZleba
gaumjobesdes, Seicvalos. da amasTan, SeiZleba gamonaklisebic iyos
daSvebuli.
rodesac sesxis aRebas gadawyvetilia, aucilebelia, dawvrilebiT
ganvixiloT sakredito pirobebi. es Zalze mniSvnelovania. moviTxovoT da
ganvixiloT dokumentebi manam, sanam garigeba moxdeba. kreditorebi
yovelTvis mzad arian TanamSromlobisaTvis.
arsebobs imis SesaZlebloba, rom kreditori mis mier wamoyenebuli
pirobebiT wava daTmobaze. mxedvelobaSi unda viqonioT isic, rom piro-
bebis ganxilvisas, SeiZleba dagvWirdes partnioris daxmareba.
aucilebelia miviRoT mxolod iseTi pirobebi, romelTa ganxorcieleba
ZaluZs firmas, radganac rodesac pirobebi miRebuli iqneba msesxeblis
mier da sesxi gamoiyofa, aucilebeli iqneba davicvaT isini.
banks agreTve sWirdeba informacia ganmcxadeblis piradi
finansuri mdgomareobis Sesaxeb. am informaciaSi mocemulia: ganmcxa-
deblis piradi fuladi saxsrebis moculoba; Semosavlis wyaroebi,
xelfasi da piradi investiciebi; aqciebi, obligaciebi, uZravi qoneba da
sxva sakuTreba, agreTve piradi valebi, Sesatani sadazRvevo gadasaxadis
da sxva davalianebis CaTvliT.

ganacxadis Sefaseba

sesxis aRebis proceduraSi ganacxadis saWiro informaciis

mowodebas mosdevs Sefaseba. bankis warmomadgenlebi sesxis gamoyofis
sakiTxis gadawyvetisas ganixilavs Semdeg sakiTxebs:
 msesxeblis mier momwodeblebis, bankebis, agerTve sxva kreditorebis
sesxis dafarva warsulSi;
 msesxeblis valis Sefardeba wminda RirebulebasTan;
 kompaniis Semosavali warsulSi;
 im giraos Rirebuleba da mdgomareoba, romelsac sagarantiod
sTavazobs msesxebeli.
agreTve yuradReba eqceva: 1) msesxeblis menejerul unar-Cvevebs,

120
 2) mis Tvisebebs, 3) biznesis samomavlo gegmebs.

cxrili #9
fulis biujeti

(19___ wlis I kvartlis)

sabiujeto

sabiujeto

sabiujeto
Tebervali
arsebuli

arsebuli

arsebuli
ianvari

marti
mosalodneli fuladi Semosavlebi
1. naRd fulze gayiduli
2. debitorebis Semonatani
3. sxva Semosavali
4. mTliani fuladi Semosavali
mosalodneli fuladi gasavlebi
5. nedleuli
6. gacemuli xelfasi
7. sxva sawarmoo xarjebi
(saeqspluatacio-saremonto xarjebis
CaTvliT)
8. reklama
9. savaWro xarjebi
10. administraciuli xarjebi
(mflobel-menejerTa xelfasis
CaTvliT)
11. axali sawarmoebi da mowyobilobebi
12. sxva gadasaxadebi
(begara; savaraudo mogebis begaris Ca-
TvliT; dabrunebuli sesxebi; pro-
centi)
13. mTliani fuladi gadasaxadi
14. mosalodneli fulis raodenoba
Tvis dasawyisSi
15. fulis zrda an kleba (4. –13)
16. mosalodneli fulis raodenoba
Tvis bolos (14. +15,)
17. fulis sasurveli balansi
(moculoba)
18. saWiro moklevadiani sesxi
(17.-16., Tu 17. metia)
19. fuli, romlis gamoyenebac SesaZle-
belia dividendebis gasacemad, kapita-
luri dabandebisa da/an moklevadiani
investirebisaTvis
(16.-17., Tu 16.metia)
fuli kapitaldabandebisaTvis

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20. arsebuli Tanxebi
(19. dividendebis da a.S. gamoklebiT)
21. sasurveli kapitalis Tanxa
(11., axali sawarmoebi, mowyobilobebi)
22. saWiro grZelvadiani sesxi
(21. – 20., Tu 21. metia)

V. 3. fuladi saxsrebis marTva da sesxis aReba

susti menejmenti xSirad aris imis mizezi, rom zogierT menejers

uCndeba sesxis miRebis problmebi. aseTi menejerebi ver axerxeben
fuladi resursebis swor dagegmvas, ris Sedegadac biznesi `fuladi
krizisiT~ avaddeba.
kreditis miRebisa da gamoyenebisaTvis saWiroa maRalxarisxovani
menejmentis ganxorcieleba _ is aerTianebs: firmis fulis moZraobis
codnas; fuladi saWiroebebis ganWvretas; sesxebis Sesaferisi drois
dagegmvas; firmis kreditunarianobis uzrunvelyofas, rac aisaxeba
fulis biujetSi (ix. cxrili # ).
realizaciis didi moculobis miuxedavad, mcire biznesis bevri
mflobeli mainc ganicdis finansur problemebs. zogierTi iseT rTul
pirobebSi xvdeba, rom Znelad Tu SeuZlia saqmiani moRvaweobis
gagrZeleba. zog SemTxvevaSi biznesi kotrdeba.
aseT menejerebs sami ram aqvT saerTo: pirveli – maT ician
TavianTi biznesis sfero, maTi teqnikuri codna pirvelxarisxovania,
meore, _ isini susti menejerebi arian. bevr SemTxvevaSi isini ver
axerxeben saqmianobis winaswari dagegmvas, radgan zedmetad bevr dros
uTmoben biznesis praqtikul marTvas. mesame – maT hgoniaT, rom
damatebiTi fondebi gadawyveten problemebs, sesxi ki gamoiyvanT maT
wamgebiani poziciidan.
xSirad bankis moxeleebi aseT menejerebs uars eubnebian sesxze an
amcireben maT mier moTxovnili sesxis odenobas. bankirebi didad
afaseben mflobelis mZime Sromas da eWvis qveSac ar ayeneben mis
ganzraxvebs. bevr SemTxvevaSi kreditorebi biznesmenebs uars eubnebian
kreditis gamoyofaze, im mizeziT, rom biznesmenma naCqarevad da
daufiqreblad moamzada sakredito ganacxadi. kreditori atyobs, rom
aseTi menejeris firma arastabiluria. Tu uari miviReT sesxis
gamoyofaze, aucilebelia veZeboT Secdomebi, romlebic daSvebulia
strategiaSi.
kreditors sWirdeba pasuxi ramdenime kiTxvaze, imisaTvis rom
daadginos ramdenad SeuZlia msesxebels daabrunos fuli. erT-erTi
aseTi kiTxvaa: risTvis apirebs msesxebeli fulis gamoyenebas da ra
saxis unda iyos krediti?
roca sesxis aReba gadawyvetilia, aucilebelia davadginoT, Tu ra
saxis kreditia saWiro. biznesi Tavis operaciebSi ZiriTadad iyenebs 4
saxis kredits. is mizani, romlisaTvisac sesxs iRebT, gansazRvravs
kreditis saxeobas.
1. komerciuli (savaWro). _ am kreditis miReba ar niSnavs `fulis
sesxebas~. es aris fuli, romelic gvmarTebs momwodeblebis mimarT
maragebis kreditSi miRebis gamo. kargi sakredito gamocdileba
kreditunarianobis erT-erTi damamtkicebeli sabuTia.
2. moklevadiani. _ bankebi da sxva kreditorebi fulis am saxeobas

122
gascemen sasaqonlo-materialuri maragis SesaZenad. aseTi krediti
TviTanazRaurebadia, radgan uzrunvelyofs maragis realizaciis gziT
fulis miRebas. moklevadiani kreditis ukan dabruneba xdeba erT welze
nakleb vadaSi.
3. grZelvadiani. _ aseTi krediti gaicema erT welze meti vadiT, is
gamoiyeneba biznesis gafarToebisaTvis an modernizaciisaTvis. am
kreditis ukan dabruneba xdeba mogebis meSveobiT. Cveulebriv, aseTi
krediti gaicema msesxeblis mier uZravi qonebis dagiravebis an vadiani
kreditoruli Tamasuqis gacemis Semdeg.
4. saaqcio kapitali. _ am saxis fuli mis momwodebels ukan
arasdros ar ubrundeba. mas iReben investorebisaTvis mogebis nawilis
gadacemis gziT, anu amiT iyideba biznesis wili.
kreditors agreTve ainteresebs rogoria debitoruli davalianeba.
am sakiTxebis analizis procesSi unda davdaginoT, xom ar izrdeba
vadagadacilebuli da uimedo debitoruli davalianebebis moculoba?
xom ar gWirdebaT fuli uimedo debitoruli davalianebebis
sakompensaciod? rogoria biznesis mogebis norma? aq unda ganisazRvros:
xom ar aqvs adgili mogebis Semcirebas sakmarisi realizaciebis
pirobebSi? xom ar aris es ukanaskneli gamowveuli danaxarjebis
arasaTanado kontroliT? gakmayofilebT Tu ara Tqveni bazari? rogoria
Tqveni biznesis nulovani mogebis gamosavali? rogoria sesxis
dabrunebis gegmebi? aq unda davadaginoT realuria Tu ara dagegmili
mogeba da danaxarjebi? kreditori didi yuradRebiT ganixilavs biznesSi
fulis moZraobas, raTa daadginos SeuZlia Tu ara biznesis mflobels
miiRos Sesabamisi fuladi saxsrebi, rom gaumklavdes firmis
valdebulebebs. amis garda, kreditori unda darwmundes, rom fuli,
romelic saWiroa sabrunavi kapitalisaTvis, ar iqneba gamoyenebuli
fiqsirebuli aqtivebis SesaZenad, rac gamoiwvevs likvidurobis
Semcirebas.
specialistebis gamocdileba imas mowmobs, rom xSirad mcire
biznesis mflobelebs hgoniaT, rom finansuri siZneleebi gaaCniaT, maSin,
rodesac realurad menejeruli problemebi aqvT. aseT firmebSi kreditma
SeiZleba droebiT Seamsubuqos problemebi, magram momavalSi es
davalianeba kidev ufro gaarTulebs maT mdgomareobas. marto fuli ver
uzrunvelyofs karg menejments biznesSi.
mcire biznesis mflobelebi xSirad awydebian `fuladi krizisis~
problemas. es fuladi ukmarisoba susti dagegmvis Sedegia.
biznesis bevri myidvelis Secdoma is gaxlavT, rom isini xSirad
yidulobs imas, rac maT SesaZleblobebs ar Seesabameba. isini yiduloben
bizness ise, rom akliaT sakmarisi saoperacio fuli da gamocdileba. Tu
myidveli ar imaragebs sabrunav kapitals, ver ixdis arsebul angariSebs,
advili misaxvedria, ra Sedegi mohyveba amas.
fuladi Semosavlis gareSe biznesi ganicdis xSir ryevebs. es aris
gafrTxileba yvelas mimarT, visac kavSiri aqvs am biznesTan.
biznesmenTa mier daqiravebuli muSakebi da momxmareblebi pirvelni
arian, vinc amCneven situaciis daZabulobas. amis Semdeg isini am
situaciis gaTvaliswinebiT iwyeben TavianT momavlis dagegmvas.
fulis ukmarisobam SeiZleba firma gakotrebamde miiyvanos, maSinac
ki, rodesac mas saukeTeso produqcia gaaCnia da misi operaciebi
SemosavlianobiT gamoirCeva.
`fuladi krizisis~ Tavidan acilebisaTvis unda davadginoT, Tu ra

123
Tanxa Wirdeba bizness normaluri operaciebis Casatareblad, da Semdeg
finansebi ise daigegmos, rom miviRoT dagegmili fuli. saWiro fulis
raodenoba sxvadasxvaa, radganac gansxvavebulia biznesis sferoebi.
saSualod, sabrunavi kapitalis 5-dan 10%-mde fuladi kapitalis saxiT
unda iyos.
fuladi saxsrebis prognozi gviCvenebs, miRwevadia Tu ara
moqmedebis gegma, biujeti ki asaxavs fulis im sidides, romelic miiReba
biznesis warmoebis Sedegad.
upirveles yovlisa, fulis biujetis Sedgenis procesSi unda
gaviTvaliswinoT is mosalodneli danaxarjebi, romlebic gveqneba
sabiujeto periodSi, realizaciis is moculoba, romelic aucilebelia
am danaxarjebis dasafarad. maTi sxvaoba mogcemT periodis bolos
darCenili fulis moculobas. unda davadginoT maqsimaluri da
minimaluri mogeba imisaTvis, rom ganvsazRvroT fulis saWiro odenoba.
warsuli periodis gayidvebis moculobis analizi amis dadgenaSi
dagvexmareba. es gamoTvlebi gagviadvilebs maragebisa da debitoruli
angariSebis moculobis dagegmvas, romelTa Semdgomi kontroli mogvcems
saSualebas, sworad gansazRvroT sabrunavi kapitali.
fulis biujetis swori dagegmva yvelaze efeqtiani iaraRia saWiro
fuladi da biznesis resursebis dasagegmavad. fulis biujetis tipiuri
sqema warmodgenilia naxat. # Si. fulis biujetis dadgeniT miiRweva
finansuri operaciebis dagegmva, mosalodneli Semosavlebisa da da-
naxarjebis gaangariSeba. biujetis Sedgenis mizania fuladi saxsrebis
optimaluri raodenobis SenarCuneba da amiT nebismieri moulodne-
lobisaTvis mzadyofna. fulis biujetis dagegmvis mizania:
 uzrunvelvyoT fulis efeqtiani gamoyeneba Semosavlebisa da
danaxarjebis dadgenis gziT da amis meSveobiT SevamciroT nasesxebi
kapitalis sidide;
 ganvsazRvroT drois is periodi, roca fulis naklebobis gamo
aucilebelia damatebiTi kreditis aReba. amave dros, ganvsazRvroT
saWiro minimaluri kreditis raodenoba da am gziT uzrunvelyoT
iseTi mdgomareoba, rom minimaluri iyos biznesis kreditze damo-
kidebuleba;
 davadginoT kreditis dabrunebis vada;
 davadginoT fulis maragebSi da axal mowyobilobaSi investirebis
periodi;
 gavarkvioT, ramdenad saWiroa biznesisaTvis damatebiTi sabrunavi
kapitali.
fulis biujetis Sedgenis periodSi aucilebelia viyoT re-
alistebi, imdenad ramdenadac es SesaZlebelia. SevecadoT, gadaWarbebiT
ar SevafasoT realizaciis moculobis sidide, SevamciroT danaxarjebi.

V. 4. menejmentis roli fuladi resursebis efeqtianobaSi

gamarTuli menejmentis daxmarebiT, mcire bizness mcire saxsrebis

sesxebis drosac SeuZlia miaRwios warmatebas. amis magaliTad ga-
modgeba firma ,,Southeast~, romelic ori partnioris bizness warmo-
adgenda.
firmam samzareulos mowyobilobebis warmoebasa da montaJze 4
TviT dado kontraqti did samSeneblo firmasTan. partniorTa
gaangariSebiT, aRniSnul vadaSi samuSaos dasruleba firmas damatebiT,
124
56,500$-is dolars miscemda.
radgan es Tanxa aRemateboda fulis im raodenobas, romlis
sesxebac maT undodaT, daxmarebisaTvis specialuri programas mimarTes.
am gaangariSebis mixedviT, noembris bolos partniorebs gaaCndaT
47,000$. arsebuli valdebulebebi dafaruli iqna am fulis meSveobiT.
pirvel etapze aucilebeli iyo 16000$-is sesxis gadaxda. Semdeg unda
Sesrulebuliyo valdebulebebi, romlebic firmas daugrovda kontraqtis
pirvel oTx TveSi, rodesac fulis SenarCuneba xdeboda gadasaxadebis
gadavadebiTa da sakuTari moxmarebisaTvis biznesidan fulis amoRebaze
uaris TqmiT.
am gamoTvlebma daarwmunes partniorebi, rom maT SeuZliaT
ganaxorcielon kontraqti maSin. Tu isini miiReben sesxs. Semdegi maTi
nabiji iyo bankis darwmuneba imaSi, rom maTi gegma sakmaod realisturia.
rogorc bankis, aseve sakuTari firmis sasikeTod, partniorebma
sesxis dagegmva biznesSi fuladi saxsrebis moZraobis Sesabamisad
ganaxorcieles. am sqemam cxadyo, rom: 1) moTxovnili Tanxis sidide zu-
stad Seesabameba firmis interesebs; 2) fulis rezervi, uzrunvelyofda
mis normalur saqmianobas kontraqtis bolomde.
konsultantebi daexmarnen firmis warmomadgenlebs, moeZebnaT
varianti, rodesac saWiro iyo mxolod 16,000$-is sesxeba. es SesaZlebeli
gaxda Semdegi RonisZiebebis ganxorcielebiT:
1. momwodeblebisagan masalebis yovelTviurad miRebiT da mimwode-
blebisadmi fulis 3 TveSi erTxel gadaricxviT;
2. damkveTebisagan (mSeneblobisagan) 4 Tvis gasamrjelos winaswari
gadaxdiT;
3. sakuTari biznesidan fulis mxolod im SemTxvevaSi aTvisebiT,
rodesac fulis moZraobis prognozi iZleoda amis gakeTebis
SesaZleblobas.
am faqtebze dayrdnobiT, partniorebma gamoiangariSes, rom 5 Tvis
ganmavlobaSi (ivlisidan noembramde) firmas unda mieRo 88,000$,
gadaexada 56,500$ da noembris bolos angariSze darCenoda 31,500$.
miuxedavad amisa, problemebi warmoiSva ivlisSi da agvistoSi, rodesac
danaxarjebma Zalze gauswro Semosavals. imis dasadgenad, Tu rogor
SeiZleba 16,000$-ma gadaarCinos firma am Tveebis ganmavlobaSi, Sedga
Semdegi gaangariSeba:
cxrili #10
saWiro sesxis moculobis Sefaseba
seqtemberi

oqtomberi

noemberi
agvisto
ivlisi

fulad saxsrebze moTxo-

vna
sasaqonlo-materialuri
$15,000 $10,000 $7,000
maragebi
saoperacio xarjebi 4,000 6,000 6,000 $4,000 $2,000
damatebiTi danadgarebi 2,500

125
s u l $21,500 $16,000 $13,000 $4,000 $2,000
arsebuli fuladi
saxsrebi
fuli xelze $2,000 $2,000 $18,000
fuladi Semosavlebi 10,000 $10,000 $15,000 20,000 31,000
s u l $12,000 $10,000 $15,000 $22,000 $49,000
Warbi fuli 0 0 $2,000 $18,000 $47,000
damatebiT saWiro fuli $9,500 $6,000 0 0 0

am firmis mflobel-menejerTa efeqtian saqmianobas gamoxatavs maT

mier Sedgenili mogeba-zaralis uwyisi (Semosavlebis angariSi). efeqtiani
operaciis mogeba-zarali aCvenebs biznesis garkveuli mimarTulebis
Sesabamis Semosavlebs. realizaciis moculobis sidide, gayidvis
stimulireba, danaxarjebis kontroli, maragis brunvadoba da mogeba _
es is maCveneblebia, romlis mixedviTac Sefasdeba Tqveni biznesi.
biznesis ganviTarebis tendenciebis dasadgenad, kreditori
aanalizebs mocemuli da warsuli wlebis finansur angariSebs. mocemuli
momentis angariSebi kreditorebs uCvenebs, Tu rogoria firmis
mflobelTa kapitalis sidide.
kargi menejerebi xvdebian, rom perioduli sesxeba aris biznesis
warmarTvis efeqtiani gza. grZelvadiani sesxebis gegma dafuZnebuli unda
iyos imaze, rom biznesis sxvadasxva saxis fuls Tavisi specifikuri da
Sesabamisi daniSnuleba aqvs.
finansuri dagegmva aris pirveli nabiji sesxis aRebisaTvis. es
dagegvma unda efuZnebodes Sesabamis dokumentebs, raTa davicvaT krediti
da gamoviyenoT igi rac SeiZleba momgebianad.
cxrili #11
fuladi biujetis prognozi

ianvari Tebervali
savaraudo faqtobrivi savaraudo faqtobrivi
1. fuli bankSi (Tvis
$1,400 $1,400* $1,850 $2,090*
dasawyisSi)
2. fuli salaroSi (Tvis
100 100 150 70
dasawyisSi)
3. saerTo fulis
$1,500 $1,500 $2,000 $2,160
raodenoba (1, +2.)
4. mosalodneli
1,200 1,420 900
realizacia naRd fulze
5. debitorebisagan
miRebuli fulis 400 380 350
mosalodneli sidide
6. sxva mosalodneli
100 52 50
fuladi Semosavlebi
7. saerTo fuladi
$1,700 $1,852 $1,300
Semosavlebi (4.+5.+6)
8. saerTo fuli da
$3,200 $3,352 $2,200
Semosavlebi (3.+7.)
9. saerTo danaxarjebi
1,200 1,192 1,000
(erTi Tvis)

126
10. fulis jamuri
$2,000 $2,160 2,300
sidide Tvis bolos (8.-9.)

* biznesis mflobeli adgens am cifrebs, dazustebis Semdeg.

cxrili #12
fulis moZraobis grafik-kontraqtis dadebidan sesxis dabrunebis
dromde

seqtemberi

oqtomberi

noemberi
agvisto
ivlisi
savaraudo fuladi
Semosavlebi
gayidvebi naRd fulze $800 $600 $700 $1,200 $2,800
debitorebi 10,000 10,200 15,800 20,000 31,600
sxva Semosavlebi 200 400 480 480 250
saerTo fuladi Semosavlebi $11,000 $11,200 $16,700 $21,680 $34,650
savaraudo fuladi gasavlebi
kreditorebi 17,000 11,000 8,200 2,700 2,200
gadaxdili xelfasebi 2,600 4,200 4,200 7,900 5,800
danaxarjebi 1,200 1,800 2,000 2,700 600
procentuli sargeblis
130 130 130 130 130
xarjebi
fiqsirebuli aqtivebi 2,500 460 600 800 100
gadasaxadebis rezervi 3,800* 3,800*
gasavlebi $23,430 $17,590 $15,130 $18,030 $12,630
fulis savaraudo namati ($12,430) ($6,390) $1,570 $3,650 $22,020
fuli Tvis dasawyisSi $4,200 $7,770 $1,380 $2,950 $6,600
kreditebi $16,000
sesxis dafarva $16,000
fuli Tvis bolos $7,770 $1,380 $2,950 $6,600 $12,620

 unda ganawildes oqtombersa da noemberze ise, rom fulis

raodenoba maqsimaluri iyos fulis didi gadinebis TveebSi.

mimoxilviTi SekiTxvebi:

1. rogoria biznesis dawyebis dafinansebis wyaroebi?

2. ra gansxvavebaa sabanko da mimwodebelis kreditebs Soris?
3. rogor SeiZleba dadgindes kompaniis kreditunarianoba?
4. ra aucilebeli informacia unda warvudginoT sakredito organi-
zacias sesxis misaRebad?
5. rogor xdeba sesxis saxeobaTa dadgena?
6. ras gulisxmobs saaqcio kapitali?
7. ra gansxvavebaa indosantebs, valdebulebis Tanamonawileebsa da

127
 Tavmdebebs Soris?
8. ra rols TamaSobs fulis gasesxebis dros sasaqonlo qviTari?
9. ra wesebiT xelmZRvanelobs kreditori?
10. ra SezRudvebi arsebobs sesxis aRebis dros?
11. rogor xdeba ganacxadis Sefaseba?
12. ra saxis kreditebi arsebobs?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. dagvixasiaTeT kreditis is ZiriTadis saxeebi, romlebsac kompaniebi

iyeneben dafinansebis procesSi?
es saxeebia: sakuTari (saaqcio kapitali) da nasesxebi (bankis krediti),
romelic moiTxovs dabrunebadobas, saaqcio kapitali ar moiTxovs
dabrunebadobas, aramed gaicema mogebidan dividendebis saxiT.
2. ra upiratesobebi gaaCnia mimwodeblis kredits?
mimwodeblis krediti gulisxmos saqonlis biTumad gacemas. is
SesaZlebelia, rodesac partniorebs gaaCniaT stabilur urTierTobebze
damyarebuli kavSiri. misi upiratesoba mdgomareobs imaSi, rom Tu
saqoneli ar gaiyida, kreditis es nawili SeiZleba, dabrundes saqonlis
saxiT.
3. ra aris aucilebeli kompaniis kreditunarianobis Sesamowmeblad?
sanam banki an sxva sakredito dawesebuleba gascems kredits man unda
daadginos: msesxeblis piradi Tvisebebi da gamocdileba sakredito
organizaciasTan urTierTobis TvalsazrisiT, fulis miznobrivi
daniSnuleba, sesxis dafarvis ganrigi, sesxis dafarvis garantiebi.
4. dagvixasiaTeT is gansxvaveba, romelic arsebobs indosantebs,
valdebulebebis Tanamonawileebsa da Tavmdebebs Soris?
indosanti _ es aris mesame piri, romelic xels awers Tamasuqze da
pasuxs agebs bankis winaSe msesxeblis mier valdebulebaTa
Seusruleblobaze, am formas hyavs valdebulebis Tanamonawile,
radganac is iRebs valdebulebebs. sesxis amReb pirTan erTad Tavmdebi
iZleva sesxis ukan dabrunebis garantiebs sagarantio valdebulebebze
xelis moweriT.
5. dagvixasiaTeT is zogadi wesebi, romliTac xelmZRvanelobs
kreditori?
kreditors ainteresebs: 1) msesxebeli kompaniis sufTa mogebis sidide;
2) kompaniis samomavlo perspeqtivebi; 3) menejmentis SesaZleblobebi; 4) im
dargis perspeqtivebi, sadac eweva saqmianobas kompania.
6. rogor xdeba sesxze ganacxadis Sefaseba?
sesxze ganacxadis Sefaseba moiTxovs Semdegi informaciis analizs _
a) msesxeblis mier kreditorebis valis dafarva warsulSi; b) kompaniis
wina wlebis Semosavali; 3) msesxeblis valis Sefardeba wminda
RirebulebasTan; g) im giraos mdgomareoba da Rirebuleba, romelsac
sTavazobs msesxebeli sagarantiod.

128
 Tavi VI
venCuruli kapitali da frenSaizingi, rogorc biznesis organizaciis
forma.

adamianebs, rac ufro kargad esmiT ra

xdeba, miT ufro efeqtianad SeuZliaT
gavlena iqonion movlenaTa msvlelobaze.
j. sorosi

aranair Terapias ar SeuZlia win aRudges

yvela kategoriis sameurneo subieqtebis re-
aluri Semosavlebis mudmivi zrdis glo-
balur, ekonomikur da socialur pro-
cesebs.
i. Sumpeteri

am TavSi Tqven gaecnobiT:

1. venCuruli kapitalis arss; venCu- 2. frenSaizings, rogorc saku-

ruli kapitalis sidides; dafina- Tari saqmis organizaciis fo-
nsebis maZiebeli kompaniis ganviTare- rmas; frenSaizingis formebs.
bis dones; venCuruli dafinansebis ma- frenSaizingis licenziis yidvas;
Ziebeli kompaniis menejments; venCu- frenSaizingis SesaZle-blobaTa
ruli dafinansebis pirobebs; venCu- Sefasebas; frenSaizul pakets.
rul gadasaxadebs. venCuruli firme-
bis saxeebs.

VI. 1. venCuruli kapitalis arsi

kerZo investorebis ZiebasTan erTad, mravali swrafad mzardi

firma cdilobs, moeqces venCuruli kapitalistebis interesTa sferoSi.
sainvesticio saxsrebi, romelic gaaCnia venCurul kapitalistebs, aris
mopovebuli korporaciebis, sapnesio fondebis, universitetebis Sewiru-
lobebiT. rogorc wesi, venCuruli kapitalistebi ara mxolod iZlevian
saqonelsa da kapitals, aramed amis sanacvlod iTxoven mcire sawarmos
im mogebis wils, romlic rig SemTxvevaSi sawarmoos Rirebulebis 50
da met procents [236,pp.105-106]. aRwevs amasTan, isini monawileoben
firmis marTvaSi. venCuruli kapitalistebi yiduloben kompaniis aqciebs
dabal fasSi da Semdgom, rodesac kompania Ria saaqcio sazogadoeba
xdeba mas ufro maRal sabazo fasSi yidian .
venCeruli kapitalistis moZebna rTul amocanas warmoadgens.
imisaTvis, rom venCuruli kapitalisti davarwmunoT biznesis warmatebaSi,
aucilebelia, gaiweros 5-7 welze firmis ganviTarebis perspeqtiva.
mcire bizness arasdros aqvs sakmarisi fuladi saxsrebi.
bunebrivia, mcire biznesis dafinansebaSi bankirebi da momwodeblebi,
kreditis Tu sesxis gacemis gziT did rols TamaSoben, magram
grZelvadiani zrdis SemTxvevaSi, metad mniSvnelovania venCuruli
(sarisko) kapitalis firmebiT dafinansebac. venCuruli kapitaliT
dafinansebas SeiZleba hqondes damatebiTi sargebeli, radganac, Tu mcire
firmas aqvs adekvaturi kapitalis baza, bankebi ufro gabedulad aZleven

129
mas kredits.
bankebisa da venCuruli kapitalistebi afaseben firmis uaxloes
momavals da did mniSvnelobas aniWeben mis warsuls; venCuruli
kapitalis mflobelebi ki, yuradRebas aqceven firmis samomavlo
moRvaweobas grZelvadian perspeqtivaSi.
darwmunebiT SeiZleba iTqvas, rom mcire biznesis investirebis
Sesaxeb gadawyvetilebis miRebisas, venCuruli kapitalis firmebi da
calkeuli venCuruli kapitalistebi bevr iseT faqtors iTvaliswineben,
rasac bankebi. potenciur investorebsa da kreditorebs ainteresebT
firmis warsuli moRvaweobis Sedegebi, maT mier moTxovnili kapitalis
odenoba da misi samomavlo gamoyenebis gzebi, firmis finansuri
mdgomareoba da dagegmili Semosavlebis sidide. venCuruli
kapitalistebi met yuradRebas aqceven produqciisa da momsaxurebis
ZiriTad maxasiaTeblebsa da bazris sidides, vidre komerciuli bankebi.
bankebs ainteresebT is, Tu ra mdgomareoba gaaCnia kompanias
bazrze, raTa darwmundnen imaSi, rom kompaniis mier warmoebul
saqonelsa Tu momsaxurebas SeuZlia, uzrunvelyos realizaciis
moculobisa da fuladi Semosavlebis is odenoba, romelic sakmarisi
iqneba aRebuli sesxis dasafarad. bankebi ganixilaven firmis mier
warmodgenil proeqtebs, raTa Seafason firmis mflobelisa Tu
menejerebis mier winaswar Sesrulebuli samuSao.
venCuruli kapitalis firmebi floben kompaniebis aqciebs, anu misi
kapitalis garkveul nawils, amitom isini udidesi yuradRebiT ikvleven
arsebul an mosalodnel saqonels an momsaxurebas da mis potenciur
bazars. venCuruli kapitalis mflobelebi abandeben kapitals mxolod im
firmebSi, romlebsac SeuZliaT, swrafad gazardon realizaciis
moculoba da amiT gaadidon TavianTi Semosavlebi.
venCuruli kapitalis firmebi mcire mogebisaTvis fuls ar
abandeben. isini varaudoben investirebuli kapitalis 3 an 4-magad ga-
zrdas 5 - 7 weliwadSi.
ra Tqma unda, am tipis firmebma ician, rom maT mier investirebuli
kapitali yovelTvis ase rodi izrdeba. investiciebis mxolod mcire
nawili iZleva kapitalis 300-500%-iT zrdas, venCuruli kapitalistebi
eZeben iseT proeqtebs, romlebsac potenciurad didi mogebis motana
SeuZliaT, raTa amiT dafaron danakargebi im investiciebidan, romlebmac
ar gaamarTla.
venCuruli kapitali sarisko biznesia, radgan rTulia, gansazRvro
im kompaniebis Rirebuleba, romlebic ganviTarebis damwyeb stadiaze
imyofebian. amitom, bevri venCuruli kapitalis firma investirebuli
kapitalis odenobis, kapitalis maZiebeli kompaniis ganviTarebis donisa
da mdgomareobis dasadgenad, atarebs mkacr politikas da riskis
Sesamcireblad saWiro RonisZiebebs mimarTavs, raTa uzrunvelyos
investiciebis maqsimaluri dacva.
venCuruli kapitalis firmebis umetesoba dainteresebulia im
proeqtebis dafinansebiT, romlebic moiTxoven 250,00-idan 1,500,000-
dolaramde investiciebs. proeqtebi, romlebic moiTxoven $250,000-ze
nakleb Tanxas, maTTvis naklebad sainteresoa, administraciuli xarje-
bis sididis gamo. miuxedavad amisa, venCuruli kapitalis firmebma Se-
iZleba daafinanson is proeqtebic, romlebic nakleb Tanxas moiTxoven,
Tu isini mimzidvelni arian.
saSualod, venCuruli kapitalis firma iRebs 1000-ze met ganacxads

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weliwadSi. daaxloebiT maTi 90%-is uaryofa Tavidanve xdeba, radganac
isini ar akmayofileben firmis mier miRebul politikas: geografiul,
teqnikur an bazris sferoebSi. darCenili 10% didi yuradRebiT
ganixileba da mowmdeba. es Semowmeba Zviri jdeba. firmebma produqtis
Sesafaseblad SeiZleba daiqiravon eqspertebi im SemTxvevaSi, Tu
ukanaskneli warmoadgens siaxles, an Tu teqnologiurad mimzidvelia.
bazris sididisa da kompaniis konkurenciuli mdgomareobis analizi
xdeba arsebul an potenciur momxmarebelTan, momwodeblebTan da sxva
agentebTan. kontraqtebis dadebiT kompaniis finansuri mdgomareoba
zustdeba auditorebis meSveobiT, agreTve mowmdeba biznesis organi-
zaciul-samarTlebrivi formis, misi registraciis sakiTxebi. kompaniis
menejmentis donesa da kompetenturobas venCuruli kapitalis firma
afasebs misi warsuli moRvaweobis saguldagulo analizis gziT.
TiToeuli kompaniis aseTi Tavdapirveli Semowmeba venCurul
firmebs 2,000-idan 3,000-dolaramde ujdeba. Semowmebis Sedegad, 15-dan
analizis 10-mde kompania xvdeba venCuruli firmebis interesebis sferoSi.
meore Semowmeba, pirvelTan SedarebiT ufro saguldagulo da Zviria da
amcirebs kompaniaTa ricxvs 3-mde, romelTaganac mxolod erTSi an orSi
xdeba fulis dabandeba.

VI. 2. venCuruli dafinansebis maZiebeli kompanis ganviTarebis done.

venCuruli kapitalis firmaTa umetesobis sainvesticio interesebi

im kompaniebiT ifargleba, romelTac warsulSi raime komerciuli
operaciebi miuxedavad maTi mogebisa, mainc aqvT Catarebuli, kompaniebi,
romlebsac SeuZliaT, gamouSvan axali produqcia an daikavon bazris
axali segmenti, gansakuTrebulad sainteresoa venCuruli firmebisaTvis.
maT SeuZliaT, uzrunvelyon aseTi kompaniebi fondebiT, raTa
TandaTanobiTi zrdis nacvlad maT swrafi zrdis saSualeba miscen.
venCuruli firmebi SeiZleba dainteresdnen im kompaniebiTac, rome-
lTac axali dawyebuli aqvs saqmiani moRvaweoba an gaaCniaT seriozuli
finansuri siZneleebi, magram gamovlenili da winaswar dadgenilia maTi
potenciuri zrdis SesaZlebloba. Tu venCurulma firmebma didi riskis
gawevis gziT, ukve gaafarToves TavianTi sainvesticio portfeli,
zaralis didi SesaZleblobis gamo, isini SeiZleba ar iyvnen
dainteresebuli meorejer daabandon fuli biznesis imave sferos
sarisko proeqtebSi.
rogorc wesi, venCuruli firmebis umetesoba ar ganixilavs
damwyebi kompaniebis winadadebebs, amitom mcirea im venCuruli firmebis
ricxvi, romlebic afinanseben mxolod damwyeb kompaniebs. im mcire
kompanias, romelsac kargad aqvs momzadebuli gegma da SeuZlia,
warmoadginos gaazrebuli menejmenti, kapitalis miRebis dros mas
upiratesoba uCndeba.
venCuruli kapitalis firmebis umetesoba did mniSvnelobas aniWebs
kompaniis menejmentis kompetenturobasa da saxes. maT ician, rom saSualo
produqtic ki SeiZleba warmatebiT iyos warmoebuli da gasaRebuli, im
SemTxvevaSi Tu menejmentis gundi gamocdili da energiulia.
isini eZeben iseT gunds, romelsac SeuZlia cvlilebebisa da
konkurenciis pirobebSi, gamarTuli da produqtiuli muSaoba. venCu-
rulma firmebma ician, rom brwyinvale produqtebmac ki SeiZleba ar
mogvces mogeba susti menejmentis gamo. bevri maTgani fuls abandebs

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menejmentis maRal doneSi da ara produqtis an bazris potenciur
SesaZleblobaSi.
bunebrivia, rom menejmentis donis Sefaseba rTul saqmes
warmoadgens. venCuruli firmis warmomadgeneli erT kviris ganmavlobaSi
swavlobs am sakiTxebs saanalizo kompaniis ofisebSi, raTa Seafasos misi
menejmentis gundis kompetenturoba da muSaobis stili.
venCuruli kompaniebi, rogorc wesi, iTxoven, rom kompanias
menejmentis gundi srulad hyavdes dakompleqtebuli. funqcionaluri
sferos yovel mniSvnelovan nawils – produqtis damuSavebas, marketings,
warmoebas, finansebs da kontrols – unda marTavdes am jgufis
gamocdili wevri. TiToeuli wevris pasuxismgeblobis done unda iyos
mkacrad gansazRvruli. ekonomikis sferoSi ganswavlulobasTan erTad,
menejmentis gundis yoveli wevri metad erTguli unda iyos kompaniisa da
misi momavlisadmi.
venCuruli kapitalis firmebi did mniSvnelobas aniWeben kompaniis
menejmentis gundis mier Tavis strategiaSi im originaluri elementis
SemuSavebas, romelic SeiZleba exebodes rogorc produqts, aseve bazars
an warmoebis process. es originaluri elementi SeiZleba iyos
produqtis axali saxe, an axali teqnologiis danergva, siaxleebi
menejmentSi, an axali teqnikuri SesaZleblobani. kompaniaSi aseTi
gansakuTrebuli niSani aucileblad unda moiZebnos, radganac
konkurenciis pirobebSi is upiratesobas aniWebs ukanasknels.

VI. 3. venCuruli dafinansebis Sesaxeb winadadebis momzadeba

dadafinansebis Sesaxeb winadadeba unda asaxavdes Semdeg muxlebs:

miznebi da amocanebi – es aris proeqtis mokle mimoxilva.
aucilebeli dafinanseba – informacia fulis im raodenobis
Sesaxeb, romelic gWirdeba proeqtis dasawyisidan ganviTarebamde,
SemoTavazebuli Tanxis dagegmili raodenobis gamoyenebis gzebs da
finansur gegmas, moTxovnili Tanxis da proeqtis danaxarjebis analizs.
marketingi _ aq warmodgenilia: bazris im segmentis aRwera,
romelic ukve dakavebuli aqvs kompanias an gegmavs mis dakavebas;
konkurenciis pirobebi; bazris Taviseburebebis daxasiaTeba; is gegmebi
(da maTi Rireubuleba), romlebiTac kompania apirebs saWiro bazris
segmentis mopovebasa da SenarCunebas.
firmis istoria _ aq warmodgenilia misi finansuri da
organizaciuli moRvaweoba; mocemuli momsaxure personalis daxasiaTeba
da maT Soris urTierTobebi, warmodgenilia sabanko operaciebi,
aRwerilia firmis arsebobis periodSi gaweuli momsaxurebis an
warmoebul produqtebis CamonaTvali.
saqonlis an momsaxurebis aRwera _ aq mocemulia: firmis mier
warmoebuli saqonlis, an momsaxureobisa da danaxarjebis sruli
detaluri aRwera.
finansuri dokumentebi _ aq Sedis wina wlebisa da momavali 3-5
wlis dagegmili savaraudo finansuri dokumentebi (sabalanso uwyisebi,
mogeba-zaralis angariSebi da fuladi saxsrebis moZraobis uwyisebi).
isini aCveneben im efeqts, romelic mosalodnelia Tu dafinanseba
uzrunvelyofili iqneba.
kapitalizacia _ aq warmodgenilia aqcionerTa sia, investiciebis
raodenoba da maTi saxeoba (saaqcio/sesxi).

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 biografiuli monacemebi _ aq mocemulia ZiriTadi mflobelebisa
da momuSaveebis SromiTi gamocdilebisa da kvalifikaciis done.
mosalodneli problemebi _ aq saWiroa warmovadginoT informacia
potenciuri valdebulebebis, sauravis arsebuli sasamarTlo davebis, da
nebismieri sxva gauTvaliswinebeli movlenis Sesaxeb, romelmac SeiZleba
gavlena iqonios momaval gegmebze.
upiratesobani _ aq aucilebelia im upiratesobebis warmodgena,
romlebic saqonels, momsaxurebas, marketingul gegmebs an gasaRebis
arxebs gaaCnia da romlebic proeqts gansakuTrebul mimzidvelobas
aniWeben.
VI. 4. venCeruli firmebis dafinansebis pirobebi

ganacxadis vrceli ganxilvisa da analizis Semdeg, venCuruli

firmebis umetesoba amzadebs finansur dokuments, romelSic naCvenebia:
fulis is raodenoba, romelic gamoyofili iqneba; Cveulebrivi aqciebis
procenti, romelic gamoyofili Tanxis sanacvlod maT mier unda iyos
miRebuli; is meTodi, romelic iqneba gamoyenebuli dafinansebis
procesSi da xelSekruleba, romelic unda iqnes gaformebuli.
es dokumentebi ganixileba dasafinansebeli kompaniis menejmentis
gundTan erTad, rac isini unda iyos kompaniis menejmentis gundsa da
venCuruli kapitalis firmis warmomadgenels Soris miRweuli
kompromisis Sedegi. am kompromisis mniSvnelovani elementebia:
mflobloba, kontroli, yovelwliuri xarjebi da saboloo miznebi.

mflobeloba

venCuruli kapitaliT dafinanseba mcire biznesis mflobelTaTvis

ar aris ufaso. venCuruli kapitalis firmebi investiciebis sanacvlod
yiduloben biznesis aqciebis nawils.
aqciebis procenti sxvadasxvaa da damokidebulia gamoyofili
Tanxis raodenobaze, biznesis Rirebulebasa da investiciebidan
mosalodnel mogebaze.
venCuruli kompaniebis umetesobas sawyis etapze ar surs aqciebis
30-40%-ze metis SeZena, radgan maT surT, rom mflobels hqondeT imis
mamoZravebeli motivi rom kvlavac gaagrZelos biznesi. Tu biznesis
zrdisaTvis saWiroa damatebiTi Tanxebi, venCuruli firmebis aqciebis
wilma SeiZleba 50% gadaaWarbos, magram aseTma pirobebma SeiZleba
Seamciros biznesis mflobelis stimulebi. sabolood, venCuruli
firmebi, procentuli wilis miuxedavad, mainc cdiloben kontroli
kompaniis menejerTa xelSi datovon, radgan amonagebi investiciebidan
maTzea damokidebuli.
venCuruli firmebis umetesoba kompaniis mier miwodebuli
saxsrebisa da moTxovnili kapitalis TanafardobiT gansazRvravs
SeTanxmebis monawile calkeuli mxaris mogebas. cxadia, am Tvalsa-
zrisiT damwyeb an finansuri siZneleebis mqone kompaniis mflobelTa
Senatans gacilebiT mcire Sedegi mohyveba, vidre warmatebuli bizness.
finansuri Sefaseba ar aris zusti mecniereba. biznesis mflobelis
azriT, mis mier venCuruli firmisaTvis gadacemuli wilis Rirebuleba
mis realur fasze naklebia. venCuruli kapitalis firmis azriT ki _
piriqiT. orive dainteresebul mxares xelSekrulebis dadebiT SeuZliaT
gaakeTon is, risi gakeTebac maT cal-calke ar ZaluZT; magaliTad: 1)

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kompanias, damatebiTi fondebis saSualebiT, SeuZlia, sakmaod swrafad
gaizardos, rac mis mflobels miscems SesaZleblobas, ara marto
ainazRauros aqciebis gacemiT miRebuli danakargebi, aramed miiRos
saTanado mogeba; 2) amiT is uzrunvelyofs investiciebis zrdas im
doniT, rom venCurulma kapitalistebma miiRon gaweuli riskis
sanacvlod anazRaureba.
finansuri xelSekruleba, romelic iZleva sasurvel Sedegs 5 an 7
weliwadSi, ar aris idealuri, magram, sanam mxareebi realurad ar
miaRweven am Sedegs, isini ver iqnebian kmayofili miRweuli kompromisiT.
miuxedavad amisa, biznesis mflobelisaTvis Zalzed mniSvnelovania
momavalze orientireba.
kontroli

kontroli aqciebis gacemisagan gansxvavebiT, bevrad ufro martivia.

rodesac mxareebi ver Tanxmdebian, kontroli aris is meqanizmi, romlis
mimarTac orive mxares (SeiZleba gauTviTcnobierebladac ki), saerTo
interesebi uCndeba. im SemTxvevaSi, Tu gairkva, rom menejmentis gunds
aqvs marTvis problemebi, venCurulma firmam SeiZleba Tavis Tavze aiRos
biznesis kontroli. amasTan, es siZneleebTan aris dakavSirebuli,
radganac mas ar hyavs teqnikuri eqspertebi, menejeruli personali,
rom marTos mcire kompaniebi, xolo maTi daqiraveba moiTxoves damatebiT
xarjebs.
miuxedavad amisa, venCuruli kapitalis firmebi monawileobas
Rebuloben im strategiuli gadawyvetilebis miRebaSi, romelmac
SeiZleba, Secvalos kompaniis produqtis (bazris) saxe, isini wyveten
msxvili fuladi dabandebebis sakiTxs. amitom, venCuruli kapitalis
firmebs, rogorc wesi yavT TavianTi erTi warmomadgeneli mainc
kompaniis direqtorTa sabWoSi.
venCuruli kapitalis firmebi dainteresebuli arian imiT, rom
miiRon monawileoba firmaSi seriozuli finansuri, mmarTvelobiTi an
marketinguli problemis gadawyvetaSi. maT yovelTvis SeaqvT Sesabamisi
damcveli punqti finansur xelSekrulebaSi, romlis Tanaxmadac eZlevaT
ufleba, Tavis xelSi aiRon kompaniis monitoringi, gadasinjon sakadro
sakiTxebi.
venCuruli kapitalis firmebi miznad isaxaven, moaxdinon
reinvestireba mcire firmisaTvis aqciebis ukan miyidvis, an am aqciebis
sajarod gayidvis gziT. isini imedovneben, rom amis miRwevas
investiciebis Cadebidan 5-7 wlis ganmavlobaSi SeZleben. SevniSnavT, rom
drois aRniSnuli periodis ganmavlobaSi SeiZleba saWiro gaxdes
ramodenime etapad damatebiTi dafinansebis ganxorcieleba.
saaqcio finansur xelSekrulebaTa umetesoba Seicavs sagarantio
debulebebs, romlis mixedviTac venCuruli kapitalis firmas, misi
saaqcio wilis miuxedavad, SeuZlia miiRos monawileoba aqciebis
gayidvis an kompaniaTa Serwymis procesSi. mcire kompaniis mflobelebma
venCuruli dafinansebis procesSi unda gaiTvaliswinos is, Tu ramdenad
Seesabameba venCuruli kapitalis firmis interesebi maT mflobelobaSi
myof aqciebis wils, radganac venCuruli kapitalis firmasTan
partnioroba, faqtiurad, aqciebis sajaro da sxva saxis gayidvis
pirobebTan dakavSirebuli xelSekrulebis dadebas gulisxmobs.

VI. 5. venCuruli firmebis saxeebi

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 arsebobs sxvadasxva saxis venCuruli kapitalis formebi:
tradiciuli amxanagoba _ es kompaniebi fuZndeba mdidari ojaxebis
mier, raTa Tavisi fondebis nawili mcire kompaniebSi dasabandeblad
gamoiyenon.
profesiulad marTuli pulebi –iqmnebian sxvadasxva organi-
zaciebis fuladi fondebis safuZvelze da moqmedeben, rogorc tra-
diciuli amxanagobebi.
sainvesticio sabanko firmebi –umTavresad moRvaweoben maRali gar-
ntiebis pirobebSi, amasTan, isini rig SemTxvevaSi ayalibeben venCuruli
kapitalis sainvesticio sindikatebs.
sadazRvevo kompaniebi _ inflaciisagan dacvis mizniT, isini sesxis
amRebi kompaniisagan misi gacemis winapirobad aqciebis nawils iTxoven.
samrewvelo kompaniebi _ mcire kompaniebis dafinansebas
ganixilaven, rogorc TavianTi samecniero kvleviTi programebis
damatebiT saSualebas.
mcire biznesis sainvesticio korporaciebi _ mcire firmebs
venCurul kapitalTan erTad menejmentis sferoSi daxmarebasac
sTavazoben.
zemoT CamoTvlili venCuruli kapitalis firmebis garda, arseboben
calkeuli kerZo investorebi da fainderebi (finder - maZiebeli). isini
kargad icnoben fulis samyarosa da SeuZliaT, daexmaron mcire
kompaniebs aucilebeli safinanso resursebis moZiebaSi. fainderebi
umetesad TviTon ar afinanseben mcire bizness, isini arian Suamavlebi,
romlebic venCurul kapitalistebs saWiro kontaqtebis damyarebaSi
exmarebian.

VI. 6. finansuri gegmis mniSvneloba venCuruli kapitalis

mopovebisaTvis

nebismieri mcire firmisaTvis, gansakuTrebiT damwyebi susti

firmisaTvis, Znelia venCuruli kapitalis miReba.
mcire biznesis mflobelTaTvis arsebobs erTi faqtori, romelmac
SeiZleba, gauzardos maT dafinansebis miRebis Sansebi. es aris kargad
organizebuli finansuri gegma.
finansuri gegmis arseboba aZlevs venCuruli kapitalis firmebs
dadebiTi gadawyvetilebis miRebis safuZvels. gegmis proeqti unda
Seicavdes Semdeg monacemebs: fulis biujets, savaraudo finansur
dokumentebs, sainvesticio kapitalis analizs da kapitalis wyaroebis
Seswavlas. ganvixiloT TiToeuli maTgani:
fulis biujeti – unda igegmebodes yovelTve wlis ganmavlobaSi.
is unda aerTianebdes realizaciis moculobis, fuladi Semosavlebisa da
gasavlebis, nedleulis, samuSao Zalisa da zednadebi xarjebis
mosalodneli cvlilebis Sesaxeb monacemebs, rac mogvcems saSualebas,
gaviTvaliswinoT fuladi saxsrebis cvlileba da amis Sesabamisad
davgegmoT moklevadiani sesxebi da investiciebi.
savaraudo finansuri uwyisebi – unda daigegmos 3 wliT da
Seicavdes, rogorc mogeba-zaralis, aseve sabalanso uwyisebs. isini unda
momzaddes yovel kvratalSi, raTa gaaerTianon _ mosalodneli Semo-
savlebis; sawarmoo marketinguli da administraciuli xarjebis; mogebis;
bankebis an sainvesticio kompaniebis kreditebis Sesaxeb monacemebi.

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savaraudo angariSebi mogvcems imis saSualebas, rom ganWvritoT
finansuri operaciebis Sedegebi da davgegmoT saSualo periodis
kreditebi da investiciebi.
kapitaluri ivnvestirebis analizi da kapitalis wyaroebis
Seswavla – unda momzaddes 5 wlian periodze. isini SesaZleblobas mo-
gvcems, davgegmoT grZelvadiani kreditebi, kapitalis ganlageba da mni-
Svnelovani investiciebi.
veravin ver mogvcems imis garantiebs, rom finansuri dagegmva
aucielblad mogvitans venCurul kapitals, magram mis gareSe
SeuZlebelia venCuruli kapitalistebisagan dadebiTi an uaryofiTi
pasuxis miReba.
kapitalis SeZenis kidev erTi forma aris msxvili korporaciebis
dafinansebis mopoveba. iseTi firmebi rogoric aris `ai-bi-em~,
`motorola~ `kodaki~ da sxva. awarmoeben pirdapir investiciebs mcire
sawarmoebSi [182,p.24]. garda amisa, msxvili kapitalistebi gadascemen
sainvesticio fondebis Tanxis nawils, romelsac marTaven venCuruli
firmebi.
msxvili firmebis interesebi gansxvavdeba venCuruli firmebis
interesebisagan. msxvili firmebi axdenen ara marto pirdapir
investirebas, aramed isini dainteresebulni arian perspeqtiuli mcire
firmebis SeZenasa an axali teqnologiebis SesyidvaSi.
rig qveynebSi, maT Soris aSS-Si bolo wlebSi aqtiurad
funqcionireben e.w. `firma-inkubatorebi~. nacionaluri inkubatoruli
asociaciis monacemebiT, inkubatorSi gamozrdili 10 firmidan 8 aRwevs
mniSvnelovan warmatebas [222,p.106]., am firmebis arsi mdgomareobs imaSi,
rom ramodenime mcire kompanias gaaCnia saerTo buRalteria,
specialistebi marketingis dargSi, SesaZlebelia saerTo mowyobilobis,
an avtoparkis arsebobac.
Tu swrafad mzardi firma inarCunebs stabilurobas ramodenime
wlis ganmavlobaSi, mas uCndeba SesaZlebloba, gazardos Tavisi kapitali
aqcionirebis gziT (Ria saaqcio sazogadoebis dafuZnebis gziT), anu mas
SeuZlia, gayidos sakuTari aqciebi Ria bazarze. amiT miiRweva ori mizani:
1) kompaniaSi xdeba damatebiTi fuladi saxsrebis mozidva. 2)
damfuZneblebs da sxva aqcionerebs eqmnebaT SesaZlebloba, gayidon wina
wlebSi iafad nayidi aqciebi Zvirad da miiRon damatebiTi mogeba.
am TvalsazrisiT sainteresoa bil geitris gamocdileba. firma
`mikrosoftis~ damfuZnebel 1986 wels gayida aqciebi Ria bazarze da
amiT SeiZina 58 milioni aSS-is dolari. am tipis operaciebiT geitsi
dResac cnobilia, rogorc aSS-is axalgazrda miliarderi.
miuxedavad imisa, rom aqciebis gayidviT miRebuli potenciuri
mogeba SeiZleba didi iyos, arsebobs siZneleebis albaTobac. yvelaferi
aris damokidebuli im moTxovnaze, romelic gaaCnia mosaxleobas am
aqciebze. meore problema aqciebis gayidvis SemTxvevaSi, aris dana-
kargebi. 10 milioni dolaris mogebis SemTxvevaSi kompania daaxloebiT
800 aTas dolars xarjavs aqciebis beWdvasa da ganTavsebaze, 330 aTas do-
lars sxvadasxva tipis emisiasa da aqcionerTa mogebaze.

VI. 7. frenSaizingi, rogorc sakuTari saqmis organizaciis forma

erT-erTi meTodi _ CavibaroT da vmarToT ukve awyobili biznesi,

136
aris frenSaizingi31. frenSaizingi aris biznesis organizaciuli forma,
romelic aZlevs mewarmes ukve cnobili saqonlis gayidvis an
momsaxurebis gawevis uflebas. anu es aris licenzia, romelic iZleva
ufro msxvili kompaniis savaWro niSnis gamoyenebis SesaZleblobas, an
misi saqonlis (momsaxurebis) sxva regionSi gayidvis uflebas. am
uflebis gamo, frenSaizis (licenziis) mflobeli, rogorc wesi, wvrili
firmis mepatrone, msxvili firmis mepatrones (frenSaizingis) warmoma-
dgenels uxdis erTjerad, xolo Semdgom TveebSi yovelTviur Senatanebs.
saqarTveloSi frenSaizingis samarTlebrivi urTierTobani aRwerilia
samoqalaqo kodeqsSi, kerZod, saxelSekrulebo samarTalSi32.
arsebobs frenSaizingis oTxi ZiriTadi forma:
1) sasaqonlo niSnis gamoyenebis frenSaizingi, rodesac frenSaizis
myidveli korporacias uxdis fuls sasaqonlo niSnis gamoyenebisaTvis;
2) mza produqciis gayidvis frenSaizingi, rodesac myidveli
yidulobs saqonels korporaciisagan, xolo Semdgom axdens mis
realizacias sakuTari fasebiT. magaliTad, am kategoriis saqonliT
vaWroben is firmebi, romlebic axdenen avtomobilebis an benzinis
gayidvas;
3) saqonlis warmoebis frenSaizingi, rodesac licenzianti
dedobili kompaniisagan iRebs misi saqonlis warmoebisa da realizaciis
uflebas. amasTan, gamoiyeneba kompaniisagan nayidi nedleuli da
masalebi. amis magaliTia, magaliTad qarxana _ `koka-kolas~ warmo-
madgenloba saqarTveloSi, romelic axdens gamagrilebeli sasmelebis
Camosxmas. koncentratebs am produqciis warmoebisaTvis is iRebs saTao
kompaniisagan;
4) saqmianobis saxeobaze frenSaizingi, romlis mixedviT
licenzianti yidulobs sakuTari firmis gaxsnis uflebas korporacia-
licenziantis saxelwodebis gamoyenebiT, misi saqmianobis profilis
SenarCunebiT. amis tipiuri magaliTia `nikalas~ tipis kvebis obieqtebis
qseli saqarTveloSi.
frenSaizingi warmoiSva XIX saukuneSi, rodesac iseTma kompaniebma,
rogoric aris `zingeri~, `interneiSnal xarvesteri~ da sxva, msoflioSi
daafuZnes firmebi, romelTac gaaCndaT maTi saqonlis eqskluziuri
gayidvis ufleba. XX saukunis dasawyisSi iseTi kompaniebi, rogorebicaa
`koka-koka~ `jeneral motorzi~ da sxva, aqtiurad iyenebdnen fre-
nSaizings TavianTi saqonlis da momsaxurebis gasayidad.
frenSaizingis popularoba ganpirobebulia sami ZiriTadi
faqtoriT: licenziis gamyidveli amyarebs Tavisi saqmianobis safuZvels,
licenziis myidveli igebs imitom, rom is iyenebs licenziis gamyidvelis
ukve cnobil, aprobirebul meTodologias, sazogadoeba igebs imitom,
rom is uwyvetad iRebs saqonelsa da momsaxurebas [223,p.61].
rogorc wesi, yvelaze met mogebas Rebuloben licenziis gamcemebi,
romelTac SeuZliaT licenziis myidvelTa xarjze, biznesis gafarToveba
sakuTari kapitalis am saqmeSi Caubmelad. aSS-is samxreTis universitetis
studentebma bil da julia braitsebma 10 aTasi dolari warumatebel
maRaziaSi Cades, romelic iogurtebiT vaWrobda. yuradRebiani momsa-
xurebis, kargi reklamis, marTvis swori meTodebis Sedegad braitsebma
funqcionirebis meoTxe Tves miiRes mogeba. Semdegi 6 wlis ganmavlobaSi

31
frenSaizingi (ing. franchise) niSnavs SeRavaTs, privilegias.
32
ix. saqarTvelos samoqalaqo kodeqsi. saxelSekrulebo samarTali. Tb., 2005. gv. 141.

137
maT gaxsnes kidev 7 maRazia, Semdgomi gafarToveba moiTxovda kredits,
amitomac am mewarmeebma daiwyes frenSaizingis licenziebis gacema da
dRes es kompania moicavs 300 obieqts [182,p.28].. licenziis gacemaiT isini
ara marto afarToebdnen TavianT bizness sxvisi saxsrebis xarjze,
aramed damatebiT Rebulobdnen yovelTviur mogebas licenziis
myidvelebisagan.
frenSaizingSi Cadebuli kapitali aris xelsayreli licenzi-
antisaTvisac, radganac riski SedarebiT mcirea. frenSaizingSi fulis
CadebiT cnobili xdeba, rom SeisyidiT ukve funqcionirebad,
warmatebulad moqmed sawarmos. garda amisa, sazogadoeba icnobs firmis
dasaxelebas da iqmneba reklamis uproblemo warmoebis SesaZlebloba.
Znelia axali funTuSis gamogonebiT konkurencia gauwio bazarze ukve
arsebul `hamburgers~.
frenSaizigis licenziis yidva ara mxolod garantirebuli
saqmianobis dawyebis SesaZleblobas iZleva, aramed misi saSualebiT
SeiZleba davZlioT damwyebi firmebisaTvis yvelaze mniSvnelovani -
fulis deficitis problema.
imisTvis, rom darwmundnen, gaaCniaT Tu ara licenziis myidvelebs
myari safinanso baza. rogorc wesi, licenziis gamcemebi iyeneben
ramdenime meTods: upirveles yovlisa, xdeba licenziis myidvelTa
Seswavla da SeirCevian is myidvelebi, romlebsac gaaCniaT misaRebi
safinanso baza. kompania ar gascems licenzias Tu licenziis myidvels
ar gaaCnia axali firmis gaxsnis danaxarjTa dasafaravad sakmarisi
saxsrebi.
myidvelis mier pirveli rigis kapitaldabandebani unda warimarTos
bazris Seswavlaze, personalis momzadebaze, Senobis ijariT aRebaze, an
mSeneblobaze. licenziantebs, ar gaaCniaT am xarjebis dafarvisaTvis
piradi sasxrebi, rogorc wesi, isini mimarTaven sesxs, Tundac
danaxarjTa nawilis dasafaravad.
licenziis gamcemebi iSviaT SemTxvevaSi ewevian safinanso
daxmarebas, xSirad is gamoixateba damwyebi mewarmis konsultaciebis
gawevaSi, imisaTvis, rom man aiTvisos firmis marTvis axali meTodebi.
mTeli rigi msxvili firmebi am mizniT xsnian sakuTar saswavlo
centrebs, romlebSic licenziis mimRebi gadis xanmokle (10 dRian)
swavlebas. zogjer licenziantebi sTavazoben konsultaciebs reklamis,
gadasaxadebis da biznesis sxva problemebis mixedviT.
yvela Tavis dadebiT momentebTan erTad, frenSaizings gaaCnia
naklovanebanic: upirveles yovlisa, frenSaizingi ar iZleva simdidris
garantias. is SeiZleba kidevac aris sakuTari saqmis organizaciis erT-
erTi mniSvnelovani sfero, magram arcTu iafia. specialistebis
SefasebiT, frenSaizingis Sesyidvis danaxarjebi 10-30% procentiT ufro
maRalia vidre sakuTari saqmis dawyeba [118,p.6].
erT-erTi cvladi frenSaizingSi aris is yovelTviuri gadasaxadi
anu Senatani, romelic unda Caericxos licenziis gamcems. gadasaxadebis
diapazoni meryeobs 1-dan 20%-mde gayidvebis moculobidan. didi
gadasaxadi gamarTlebulia, Tu licenzis mimRebi paralelurad
Rebulobs yovelRdiur daxmarebasac.
frenSaizingis uaryofiTi Tviseba aris isic, rom misi gamcemi
aZlevs individualur mewarmes SezRudul damoukideblobas. licenziis
mimRebi akontrolebs biznesis yvela wvrilmans, maT Soris
mosamsaxureTa uniformas da kedlebis fersac. licenziis amRebi

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iZulebulia, Seisyidos saqoneli im fasSi, romelsac mas aZlevs firma,
romelmac gasca licenzia, rig SemTxvevaSi, frenSaizingi SeiZleba
arakanonier safuZvelze agebuli aRmoCndes. ase magaliTad, 1990 wels
amerikulma firmam _ `amerikan dekadma~ 375 kacze 3 mln dolaris
frenSaizingis licenzia gayida, rogorc Semdgom aRmoCnda, es iyo firmis
yalbi dasaTaureba da mis zurgs ukan araferi idga. marTalia, misi
mflobeli daiWires da 15 weli miusajes, magram man didi materialuri
da moraluri zarali miayena frenSaizingis myidvelebs [197,p.14].
yvelaze kargi SesaZlebloba frenSaizingis xelSekrulebiT
kapitalis Cadebisagan dasazRvevad aris im sawarmos detaluri Seswavla,
romelTanac unda daidos xelSekruleba. am sawarmoos finansuri
Sedegebis gaanalizebiT, darwmundebiT imaSi Tu, ramdenad stabilur
mdgomareobaSi imyofeba igi. frenSaizingis xelSekrulebis xelmoweramde
aucilebelia, is kvalificirebuli iurists gavacnoT.
upriania, gavecnoT mocemuli firmis frenSaizingis mflobelTa
azrsac. amasTan, sanam xelmoweriT gaformdeba frenSaizingis xelSe-
kruleb,a aucilebelia Semdegi sakiTxebis gaanalizeba:
 aris Tu ara mkafiod Camoyalibebuli Tqveni, rogorc licenziantis
iuridiuli movaleobani, vrceldeba Tu ara isini Tqveni sawarmos
wevrebze?
 vin agebs pasuxs sawarmos adgilmdebareobaze?
 aris Tu ara daculi kanoniT im frenSaizingis savaWro niSani,
romelsac yidulobT? aqvs Tu ara licenziis gamcems ufleba, Se-
cvalos savaWro niSani Tanxmobis gareSe?
 xom ar miucia licenziis gamcems zepiri dapirebebi? aisaxa Tu ara
isini xelSekrulebaSi?
 rogoria Tqveni uflebebi xelSekrulebis ganaxlebis TvalsazrisiT,
ra pirobebi unda SeasruloT amisaTvis?
 gaqvT Tu ara eqskluziuri ufleba am teritoriaze? SeuZlia Tu ara
licenziis gamcems frenSaizingis xelSekruleba gasces ko-
nkurentebze?
 rogoria frenSaizingis xelSekrulebis darRvevis pirobebi, ra bedi
eweva aqtivebs am SemTxvevaSi?
 ra pirobebiT SegiZliaT gayidoT Tqveni frenSaizingis wili?
 xarT Tu ara valdebuli, saqoneli iyidoT mxolod licenziis gamyi-
dvelTan, Tu amisaTvis aris sxva damatebiTi pirobebi. ra pirobiT
SegiZliaT SearCioT saqonlis mimwodebeli?
 Seiswavla Tu ara iuristma werilobiTi frenSaizingis xelSekruleba?
Seesabameba Tu ara is kanonis moTxovnebs [105,p.21].
frenSaizingis xelSekruleba aris oficialuri kontraqti,
romelic formdeba licenziis gamcemsa da licenziis myidvels Soris,
mijnavs maT Soris uflebamosilebas imdenad, ramdenadac am xelSe-
krulebis proeqts adgens licenziis gamyidveli; is arCevs misTvis
sasurvel pirobebs. amitom, ar aris aucilebeli, am pirobebis safuZvlad
aReba, isini unda gaxdes am or sameurneo subieqts Soris xangrZlivi
molaparakebis sagani.

VI. 8. frenSaizingis SesaZleblobaTa Sefaseba

imis miuxedavad, rom frenSaizul sawarmoebs saqmiani

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urTierTobebis sxva formebTan SedarebiT warmatebis miRwevis ufro
didi Sansi gaaCniaT, amis garantireba mainc aravis ar SeuZlia. yvelaze
didi Secdoma, rac ki SeiZleba davuSvaT, es aris am biznesSi naCqarevad
Cabma, miuxedavad imisa, rom frenSaizingis saTaveSi umetes wilad kargi
reputaciis mqone firma dgas, zogjer mainc xdeba gamonaklisi: SeiZleba
zogierT frenSaizings uxeiro an finansurad susti firma edgas
saTaveSi.
rogorc aRiniSna, frenSaizngi aris samarTlebrivi da komerciuli
uTrierToba savaWro niSnis, safirmo dasaxelebis an sareklamo niSnis
mflobelsa da imaT Soris, vinc cdilobs am niSnis sakuTar biznesSi
gamoyenebis uflebis mopovebas. frenSaizingi gansazRvravs or mxares
Soris saqmis warmoebis erT-erT meTods. frenSaizingis firmebi I
msoflio omidan aris cnobili. samrewvelo dargebi, romlebic
frenSaizul sawarmoebs TavianTi saqonlisa Tu momsaxurebis
gasavrceleblad iyeneben, warmoebis sxvadasxva aspeqts moicaven. maT
ricxvSia avtomobilebis gayidva, uZravi qonebiT vaWroba, `swrafi kvebis~
sawarmoebisa Tu obieqtebis eqspluatacia, sagadasaxado dokumentebis
momzadeba da sxva.
frenSaizeri, romelic flobs savaWro niSans, yidis niSnis
gamoyenebis uflebas frenSaizze. amas ewodeba `produqtis an savaWro
saxelis frenSaizingi~. ufro rTul formas warmoadgens `biznesis
frenSaizingi~, romlis drosac saqmiani urTierToba grZeldeba or
mxares Soris da ufro farTo saxes iRebs. biznesis frenSaizingi
uzrunvelyofs adgilmdebareobis SerCevas, produqciis momzadebas,
momaragebas, marketingul gegmebsa da dafinansebasac ki. Cveulebriv,
frenSaizi vaWrobs im saqonliTa da momsaxurebiT, romliTac mas
frenSaizeri amaragebs, anda im saqonliTa da momsaxurebiT, romelic
frenSaizeris xarisxis standartebs pasuxobs.
frenSaizul meTods gaaCnia rigi aspeqtebisa, romlebic momaval
biznesmenebs izidavs. ukve Seqmnili produqciis realizacia da sabazro
saqmianobis ukve arCeuli strategiiT moqmedeba, axlad wamowyebuli
biznesis riskianobis Semcirebas ganapirobebs. statistikuri monacemebis
Tanaxmad, frenSaizul sawarmoebSi ufro naklebi iyo warumateblobis
xarisxi, vidre sxva tipis saqmian urTierTobaSi. frenSaizi savaWro
niSanTan erTad, frenSaizeris gamocdilebasac yidulobs. miuxedavad
amisa, frenSaizingi ar uzrunvelyofs iol warmatebas.
yvela ZiriTadi saqmiani gadawyvetilebis miRebisas, aucilebelia
alternativaTa gamoklveva, dagegmva da analizi. gamonakliss ar
warmoadgens frenSaizingi, romlis Sesaxeb gadawyvetilebis miRebis
procesSi aucilebelia, gaeces pasuxi ramdenime SekiTxvas.
upirveles yovlisa unda, ganvsazRvroT, iqneba Tu ara biznesi
warmatebis momtani im SemTxvevaSi, Tu ar CavTvliT frenSaizeris mier
SemoTavazebul xelsayrel pirobebs. aq aucilebelia davadginoT:
_ SemoTavazebuli saqoneli an momsaxureba axalia Tu ukve
damkvidrebuli? gaqvT Tu ara am produqciiT vaWrobaSi gamocdileba?
grZnobT Tu ara Zlier motivacias am saqonlisa Tu momsaxureobis
SemosaTavazeblad?
 akmayofilebs Tu ara SemoTavazebuli produqcia moTxovnas? aris
Tu ara igi damkvidrebuli bazarze?
 rogoria konkurencia?
 Tu produqcia moiTxovs Semdgom momsaxurebas, vin aiRebs amaze

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 pasuxismgeblobas? frenSaizi? frenSaizeri? Tu arcerTi maSin
arsebobs Tu ara momsaxurebis sxva saSualebebi?
 ra reputacia aqvs produqcias?
 arseboben Tu ara momwodeblebi? ra reputacia gaaCniaT maT?
freSaizingis xelSekrulebis gaformebamde aucilebelia vewvioT
sul cota, erT frenSaizers mainc. davakvirdiT mis moRvaweobas, Se-
viswavloT frenSaizeris reputacia, stabiluroba da finansuri
siZliere. amisaTvis ki unda dazustdes:
 ramdeni xania, rac frenSaizeri samrewvelo saqmianobaSia CarTuli?
ramdeni xania, rac firma frenSaizs gascems?
 ramdeni frenSaizi gasca man ukve? maTgan ramdenia gacemuli Tqvens
regionSi?
 gamoarkvieT frenSaizeris damokidebuleba Tqven mimarT, zrunavs Tu
ara firma Tqveni kvalifikaciis doneze? gaCqareben Tu ara xelSekru-
lebaze xelmoweras? dainteresebulia Tu ara firma grZelvadian
urTierTobebSi, Tu interesi sawyisi gadasaxadis miRebiT
Semoifargleba?
 ra finansur mdgomareobaSi imyofeba frenSaizeri?
 vin arian mTavari TanamSromlebi, mflobelebi da menejerebi? rogoria
maTi kvalifikaciis done?
 SeadareT dapirebebi dokumentacias. darwmundiT imaSi, rom
warmodgenili saqoneli realuria da, rom ZiriTadi valdebulebebi
kontraqtSia Setanili, mzad iyaviT gadaWarbebuli moTxovnebisaTvis
da dawoliTi taqtikisaTvis.
 SeafaseT Semosavlis ganawilebis pirobebi da SeadareT igi sxva
SesaZleblobebs. mogitanT Tu ara frenSaizi TqvenTvis sasurvel
sargebels? iqneb sxva SesaZleblobebis moZebna sjobdes?
 rogoria frenSaizeris moRvaweobis istoria? administraciidan vinmes
winaaRmdeg yofila Tu ara aRZruli sisxlis samarTlis saqme an
yofila Tu ara igi CarTuli raime antisazogadoebriv aqciaSi?
arsebobs Tu ara sakmaTo sakiTxebi, romlebic moicaven frenSaizze
garkveuli zegavlenis mqone savaWro SezRudvebs?

VI. 9. frenSaizuli paketi

rodesac kontraqtis Seswavlas daviwyebT, aucilebelia,

gavaanalizoT is aucilebeli informacia da SesaZleblobebi,
damoukideblobis is done, romelsac, rogorc franCaizi, SevinarCunebT.
ganvsazRvroT xarjebis is raodenoba, rac frenSaizingis Sesasyidad
aris saWiro. aq aucilebelia gaanalizdes Semdegi monacemebi:
1. danaxarjebis sidide frenSaizingis sawyis etapze? ras moicavs es
xarjebi?
aq Sedis:
 gadasaxadi licenziaze;
 miwis Sesyidva an ijariT aRebis xarjebi;
 Senobis ageba an ganaxlebis xarjebi;
 danadgarebi;
 sawyisi maragebi;
 wamaxalisebeli honorarebi;

141
 2. ra grZelvadiani xarjebia dakavSirebuli frenSaizerTan?
 mogebidan procentuli gadasaxadi frenSaizersiaTvis;
 gamocdilebis gaziareba;
 saerTo savaWro-samrewvelo reklama;
 dazRveva;
 dafinansebaze procenti.
3. iTxovs Tu ara frenSaizeri Tqvengan misi maragebis Sesyidvas?
aris Tu ara maT mier SemoTavazebuli fasebi sxva momwodeblebTan
SedarebiT konkurentuariani?
4. arsebobs Tu ara raime SezRudvebi sxva frenSaizeris
konkureciasTan dakavSirebiT?
5. ra pirobebia wamoyenebuli frenSaizuli xelSekrulebis
gagrZelebasTan dakavSirebiT?
zemoT CamoTvlili sakiTxebis gansaxilvelad, aucilebelia,
gamoviyenoT eqspertTa daxmareba. kontraqtis zogierTi punqti,
SesaZloa, sakamaTo aRmoCndes. es sakiTxebi freSaizingis xelSekrulebis
xelismoweramde unda dazustdes.
frenSaizuli saqmianobis wamowyeba seriozuli gadawyvetilebaa da
aq srulebiTac ar aris warmatebis garantia. Tqveni frenSaizingis
licenziis yidvis procesSi drois, energiisa da fulis gonier Serwymas,
SesaZloa, sakmaod saintereso da momgebiani saqmiani wamowyeba mohyves.

mimoxilviTi SekiTxvebi:

1. abandeben Tu ara venCeruli kapitalistebi TavianT kapitals mcire

mogebis miRebis mizniT?
2. rogoria venCuruli kapitalis sidide?
3. axladSeqmnil aniWeben upiratesobas venCuruli kapitalistebi Tu
moqmed kompaniebs?
4. ras aqceven yuradRebas kapitalis dabandebis procesSi venCuruli
kapitalistebi?
5. ras asaxavs dafinansebis Sesaxeb winadadeba?
6. ra unda iqnas warmodgenili mosalodnel problemebSi?
7. ra igulisxmeba finansur SefasebaSi?
8. rogoria venCuruli kapitalis kontrolis meaqnizmi?
9. rogoria venCuruli firmebis saxeebi?
10. ra mniSvneloba gaaCnia finansur dagegmvas?
11. ra igulisxmeba savaraudo finansur uwyisSi?
12. rogoria frenSaizingis organizaciis formebi?
13. rodis warmoiSva frenSaizingi?
14. rogor xdeba frenSaizingis SesaZleblobaTa Sefaseba?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. dagvixasiaTeT zogadad is niSnebi, romlebic damaxasiaTebelia

venCuruli biznesisaTvis?
am biznesisaTvis damaxasiaTebelia: a) partniori kompaniis
Rirebulebis miTviseba aqciebis 50 an meti procentis Sesyidvis gziT; 2)
spekulaciuri operaciebis Catareba aqciebis mixedviT; 3) partnior
kompaniasTan erTad mis marTvaSi monawileoba.
2. dagvixasiaTeT dasabandebeli venCuruli kapitalis sidide?
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 venCuruli kapitalisturi firmebi mcire mogebisaTvis Tanxebs ar
abandeben. isini varaudoben investirebuli kapitalis 5-7 weliwadSi 3 an
5 _ magad gazrdas, rogorc wesi, afinanseben 250000-dan 1,500000-mde dola-
ris Rirebulebis proeqtebs.
3. ras moicavs dafinansebis Sesaxeb winadadeba?
winadadeba dafinansebis Sesaxeb, moicavs: miznebs da amocanebs;
aucilebeli dafinansebis Tanxas; marketings; firmis istorias; saqonlisa
da momsaxurebis aRweras; finansur dokumentebs; mosalodnel
problemebs.
4. dagvixasiaTeT, Tu ras moicavs venCuruli firmis mier gamosayofi
dafinansebis pirobebi?
dafinansebis pirobebi moicavs: finansur dokuments, sadac aisaxeba
gamosayofi fulis odenoba; im finansuri meTodis aRweras, romelic
gamoiyeneba dafinansebis procesSi da kompaniasa da venCerul
kapitalistebs Soris xelSekrulebis dadebas.
5. daasaxeleT venCeruli firmebis saxeebi?
venCeruli firmebis saxeebia: tradiciuli amxanagoba; profesiulad
marTuli fuli; sabanko-saivnesticio firmebi; sadazRvevo kompaniebi;
samrewvelo kompaniebi; mcire biznesis sainvesticio korporaciebi.
6. dagvixasiaTeT frenSeizingis formebi.
arsebobs frenSaizingis Semdegi ZiriTadi forma: sasaqonlo niSnis
gamoyenebis frenSaizingi, rodesac frenSaizis mflobeli korporacias
uxdis fuls sasaqonlo niSnis gamoyenebisaTvis da mcire _ produqciis
gayidvis frenSaizingi, rodesac myidveli yidulobs saqonels
korporaciisagan da axdens sakuTari fasebiT mis realizacias.
7. ras moicavs frenSaizingis paketis Sefaseba?
is moicavs: biznesis sawyis etapze xarjebis dadgenas; konkurentebTan
urTierTobis gansazRvras; frenSaizingis xelSekrulebis gagrZelebis
SesaZleblobebisa da frenSaizinguli fasebis dadgenas. .

143
 Tavi VII
saerTaSoriso biznesis safuZvlebi

Tanamedrove biznesmens saqme aqvs

mTels msofliosTan, unda Cawvdes mis
rTul xlarTebs. `gviandeli kapita-
lizmis~ axlandel periodSi marto mo-
gebaze zrunva SeuZlia mxolod Zalian
CamorCenil adamians an iseTs, ro-
melsac ratomRac SenarCunebuli aqvs
feodaluri warmodgenaze imaze, Tu
rogor wauZRves saqmes.

seimi cucumi

aucilebelia, rom Semosavlis is

nawili, romelic midis sazRvargareT
fulisa Tu saqonlis formiT ukan bru-
ndebodes qveyanaSi.
f. kene

am TavSi Tqven gaecnobiT

1. saerTaSoriso biznesis 2. saerTaSoriso organi-

ganviTarebas, savaWro balanss; zaciebs; saerTaSoriso
sagadasamxdelo balanss; xeli- xelSe-krulebebs;
suflebis zomebs saerTa- umaRlesi donis
Soriso biznesis regulirebis ekonomikur SeTanxmebebs;
dargSi; proteqcionizmis poli- sae-rTaSoriso saqmiani
tikis arss; mis dadebiT da urTi-erTobebis formebs
uaryofiT Sedegebs.

144
 VII. 1. saerTaSoriso biznesis ganviTareba

firmebis umetesobis saboloo mizans warmoadgens warmoebis da

momsaxurebis gatana sazRvargareT. amasTan, saerTaSoriso biznesi unda
Seesabamebodes qveynebis politikur interesebs. aq did rols TamaSobs
am sakiTxebis gaazreba ara marto konkretuli korporaciis, aramed
mocemuli qveynebis nacionaluri interesebidan gamomdinare. warsulSi
miCneuli iyo, rom mocemuli qveynis erovnuli interesebi yovelTvis
Seesabameba korporaciaTa interesebs. cnobilia lozungi _ `rac kargia
amerikisaTvis is aris kargi `jeneral motorzisaTvis~, magram
Tanamedrove pirobebSi es lozungi moZvelda. sakiTxi gacilebiT ufro
rTulad dgas, anu rogori unda iyos erovnuli mizanswrafva
saerTaSoriso biznesSi? unda daicvan Tu ara qveyebma adgilobrivi
kompaniebi gare konkurentebisagan?
cnobili amerikuli kompania _ `jeneral motorzi~ Tavisi mogebis
70%-s qveynis garedan iRebs. ukanasknel wlebSi yvelaze popularuli
manqana gaxda `xonda akkordi~, romelic iwarmoeba iaponuri korporaciis
mier. ramdenad sasargeblo iqneba aSS-saTvis daicvas `jeneral
motorzis~ interesebi konkurent kompania `hondasagan~? ras miscems es
qveyanas? rogor imoqmedebs es dasaqmebis problemebze? yvela es sakiTxi
SeiZleba ganxiluli iqnas saerTaSoriso biznesis konteqstSi.
zogadad serTaSoriso vaWroba arsebobs imitom, rom erTi da igive
qveyanas ar SeuZlia, awarmoos yvela misTvis aucilebeli sqoneli da
momsaxureba. mocemuli qveynis masStabebSi saqonelis warmoeba
damokidebulia im danaxarjebze, romlis gaweva mouxdeba mas momavalSi,
radganac resursebi, romelsac qveyana iyenebs produqciis sawarmoeblad
SezRudulia, anu am resursebs Cven ver gamoviyenebT sxva produqciis
sawarmoeblad. aRniSnulidan gamomdinare, aucilebeli xdeba, uari
vTqvaT erTi saxeobis produqciis warmoebaze imisaTvis, raTa vawarmooT
sxva produqcia. amdenad, maTi gamoyenebis fasi am SemTxvevaSi
ganisazRvreba resursebis gamoyenebis saukeTeso alternativiT,
alternatiuli danaxarjebis saxiT.
magaliTad, irani axdens daumuSavebeli navTobis eqsportirebas. mas
SeeZlo, ewarmoebina xorbali, magram amisaTvis mas ar gaaCnia resursebi
(miwa, wyali, klimati). imisaTvis, rom iranma awarmoos xorbali, man
mTeli Tavisi resursebi unda gamoiyenos navTobis mopovebis sanacvlod
am produqciis Sesaqmnelad. amgvarad, mas gaaCnia alternatiuli
danaxarjebidan misTvis yvelaze efeqtiani mimarTulebis SerCevis
SesaZlebloba. irCevs ra navTobis warmoebas, is faqtobrivad iyenebs
Tavis resursebs yvelaze efeqtianad.
kanada awarmoebs, rogorc xorbals, aseve daumuSavebel navTobs.
imasTan dakavSirebiT, rom kanadas iranTan SedarebiT gaaCnia navTobis
SezRuduli raodenoba, is iZulebulia xorblis warmoebasTan SedarebiT
ufro dabali tempebiT moipovos navTobi. amdenad, xorblis warmoebaSi
kanadas gaaCnia SefardebiTi upiratesoba, anu mas SeuZlia awarmoos es
produqti ufro dabali alternatiuli RirebulebebiT.
alternatiul Rirebulebas araferi aqvs saerTo saqonlis
RirebulebasTan. is aris dakavSirebuli erTi saxeobis saqonlis
warmoebis nacvlad sxva saqolis sawarmoeblad resursebis
gamoyenebasTan. amdenad, absoluturi upiratesoba aris SesaZlebloba
awarmoos esa Tu is saqoneli, resursebis ufro mcire odenobiT, vidre

145
es daujdeboda sxva ers. SesaZlebelia imis Teoriuli daSveba, rom
irans SeiZleba gaaCndes absoluturi upiratesoba xorblis moyvanaSi,
magram es ver moaxdenda zegavlenas kanadis absolutur upiratesobaze,
radganac calkeulma qveynebma TavianTi absoluturi upiratesoba unda
gamoiyenon sxva qveynebisagan damoukideblad. [119, pp.856-857].
calkeuli qveynebi specializdebian imis warmoebaSi, rac maTTvis
gansakuTrebiT momgebiania. cvlian im saqonels, romelsac yvelaze
efeqtianad awarmoeben. amdenad, specializacia zrdis saqonlis jamur
miwodebas da amcirebs maT saerTo fass. amasTan erTad, politikuri
mosazrebebiT, qveynebi cdiloben, gonier farglebSi ama Tu im masStabiT
SeinarCunon im saqonlis warmoeba, romelic aucilebelia maTi
mosaxleobis moTxovnilebebis dasakmayofileblad. ase magaliTad, kana-
da xorblis moyvanasTan erTad cdilobs, moipovos sakuTari navTobi,
raTa ar iyos mTlianad mijaWvuli ucxour navTobze.
aRsaniSnavia, rom erTi saxeobis resursi SeiZleba Caenacvlos
meores. meore msoflio omis Semdeg arc erT qveyanas ar mouxdenia amis
iseTi mkafio demonstrireba, rogorc es moaxerxa iaponiam. man omis
Semdgom daiwyo bunebrivi nedleulis plastikuri masebiT Canacvleba,
ramac mas imdenad didi mogeba misca, rom qveyanaSi gaizarda
kvalificiuri sainJinro kadrebi, gadidda sainvesticio kapitali, ris
gamoc man SeiZina axali SefardebiTi upiratesoba. is dReisaTvis
specializdeba manqanaTmSeneblobaze, samrewevlo eleqtronikaze, zusti
instrumentebis warmoebaze da sxva.
icvleba aSS-is roli saerTasoriso ekonomikaSi. am qveynis roli
msoflio ekonomikaSi bevrad ganisazRvra im istoriulma relobam,
romelic am qveynis winaSe meore msoflio omis Semdeg warmoiSva. maSin,
rodesac iaponia da evropa mTel Tavis resursebs warmarTavda omis
Semdeg dangreuli ekonomikis aRdgenaze, aSS am omidan ekonomikuri
aRmavlobis maCveneblebiT gamovida. omis dros aSS-s ekonomika ori-
entirebuli iyo samxedro saWiroebebze. am miznobrivi orientiris
gamonTavisuflebis Semdeg am qveyanam swrafad daiwyo axali ekonomikuri
midgomis gansazRvra. evropaSi da iaponiaSi omis Semdgom wlebSi
resursebis didi deficiti igrZnoboda. es adgili msoflio bazarze
daikaves amerikulma korporaciebma. amdenad, meore msoflio omis Semdeg
CrdiloeT amerika saerTaSoriso biznesSi wamyvani moTamaSis adgils
ikavebs.
omis Semdgom evropaSi amerika ormag rols TamaSobs: is, erTis
mxriv, exmareba mokavSireebs ekonomikis aRdgenaSi, xolo meores mxriv
astimulirebs sakuTar korporaciebs damatebiTi mogebis miRebaSi.
`marSalis gegmis~ mixedviT, im 12 mliardi dolaridan, romelic omis
Semdgom gamoeyo evropas da iaponias, Tanxebis didi nawili amerikuli
saqonlis Sesyidvas, moxmarda xolo 2,5 miliardi gadaeca iaponias
subsidiis da savaWro kreditebis saxiT. [110, p.321].
omis Semdgom periodSi, TavianTi sagareo strategiis pirvel etapze,
amerikuli kompaniebis nawili produqcias awarmoebda msoflios
qveynebisaTvis, xolo meore etapze satransporto xarjebis Semcirebis
aucileblobam, gamoiwvia kompaniebis filialebis ganTavseba msoflios
sxvadasxva qveyanaSi. ase warmoiSva pirveli mravalerovnuli
korporaciebi.
imisaTvis, rom gadavwyvitoT, Tu sad ganvTavsoT biznesi,
aucilebelia, gaviTvaliswinoT qveynebis SefardebiTi upiratesobis

146
maCvenebeli. aqedan gamomdinare, biznesi unda ganTavsdes iq, sadac aris
iafi muSaxeli, nedleuli da kargad ganviTarebuli satransporto
sistema. amdenad, saerTaSoriso biznesis dargSi gadawyvetilebebs
safuZvlad udevs is ekonomikuri mosazrebani, romlebic SeiZleba ar
emTxveodes qveynis politikur interesebs.
qveynis sagareo vaWrobis sistemaSi didi mniSvneloba aqvs savaWro
balansis maCvenebels. savaWro balansi es aris qveynis mier
importirebuli saqonlisa da momsaxurebis Rirebulebis Tanafardoba,
eqsportirebuli saqonlisa da momsaxurebis RirebulebasTan. im
SemTxvevaSi, Tu eqspertis moculoba aRemateba importis moculobas,
savaWro balansis saldo aris dadebiTi anu mocemuli qveyana sxva
qveynebisagan yidulobs ufro met sqonels, vidre isini misgan. maSin,
rodesac importi aRemateba eqsports, savaWro balansis saldo aris
uaryofiTi anu fuladi nakadebi midis ukumimarTulebiT.
savaWro balansSi deficiti ar niSnavs, rom kompaniebi kargaven
konkurentunarianobas. ase magaliTad, aSS-is kompaniebis filialebi
sazRvargareT yovelwliurad awarmoeben 700 miliardi dolaris
saqonels, romelic ar gaiTvaliswineba aSS-is eqspertis maCveneblebSi.
amdenad, am maCveneblebis gaTvaliswineba mniSvnelovnad gazrdida
savaWro balansis dadebiT saldos. meore da aranakleb mniSvnelovani
faqtori aris is, rom importis mniSvnelovani zrda ganpirobebulia
sazRvargareT ganlagebuli im amerikuli kompaniebis saqmianobiT,
romlebic yovelTviurad am qveyanaSi agzavnian makompleqtebel nawilebs.
aseTebia: `ATT~ _ taivanSi, `jeneral eleqtriki~ _ singapurSi da sxva.
amdenad, kompaniebis mier amerikaSi gagzavnili makompleqtebeli
nakeTobani miekuTvneba importis maCveneblebs. import-eqsportis
maCveneblebis aseTi arseboba gansazRvravs savaWro balansis
maCveneblebis dabali sizustis xarisxs.
SedarebiT zusti maCvenebeli aris sagadamxdelo balansi, romelsac
agreTve uwodeben balanss mimdinare operaciebze. es aris saerTaSoriso
vaWrobis ganmazogadebeli maCvenebeli, romelic axasiaTebs erTi wlis
ganmavlobaSi qveyanaSi fulis saerTo nakadis Semodinebas misi gadinebis
gamoricxviT. sagadamxdelo balansSi Sedis savaWro balansi, da agreTve
is saxsrebi, romlebic miewodeba meore saxelmwifos daxmarebis saxiT da
ZiriTad kapitalSi - pirdapiri investiciebi. ase magaliTad, rodesac
kompania yidulobs sazRvargareTis firmas es gaiTvaliswineba
sagadamxdelo balansSi, magram ar gaiTvaliswineba savaWro balansSi,
analogiurad amisa, rodesac ucxoelebi yiduloben adgilobrivi
kompaniebis, aqciebs, obligaciebs, an uZraobas, es garigebebi aisaxeba
sagadamxdelo balansSi.
aRsaniSnavia, rom ukanasknel wlebSi saqarTvelos ekonomikaSi sul
ufro gaaqtiurda ucxouri investiciebis roli. es iwvevs mosaxleobis
mxridan ormxriv midgomas. mosaxleobis erTi nawili miiCnevs, rom es
procesi dakavSirebulia qveynis ekonomikuri damoukideblobis
fuZemdebluri principebis ngrevasTan. meore nawils miaCnia, rom
investiciebis Semodineba aris motivirebuli qarTuli bazris
SesaZleblobebiT. WeSmariteba mdgomareobs imaSi, rom es investiciebi
xels uwyobs qveynis ekonomikur zrdas.
Tanamedrove msoflioSi dRes ukve Tamamad SeiZleba iTqvas, rom
moxda integraciis da globalizaciis Teoriebis gadafaseba, sul ufro
dominirebs saxelmwifoebrivi integraciis koncefciebi. bunebrivia isic,

147
rom saqarTvelo miiswrafvis msoflio integraciuli procesebisaken.
miuxedavad saerTaSoriso savaWro urTierTobebis gafarToebisa,
saqarTvelosaTvis kvlavindeburad mniSvnelovania saeqsporto warmoebis
zrda. es naTlad Cans savaWro balansis deficitSi, romelmac 2006 wels
2,5 miliardi Seadgina, uaryofiTia eqsport-importis saldo
warmodgenili # 13 cxrilSi.
saqarTvelos eqsport-importis balansi 2000-2006 wlebSi.33
cxrili #13

eqsporti (aTasi importi (aTasi

wlebi
dolari) dolari)

2000 322821 709402

2001 317636 753228
2002 345933 795635
2003 461406 1141165
2004 646951 1847862
2005 865454 2489953
2006 862743 3268512
gardamaval periodSi qveynis moTxovnilebis dakmayofileba
savaluto nakadebSi SeiZleba mxolod investiciuri aqtivobis
stimulirebiT. marto 2007-2008 wlebSi saqarTvelos xelisufleba
ucxoel partniorebTan erTad gegmavs Semdegi msxvili proeqtebis
realizacias. esenia: kuveitis proeqtiT avtobanis mSenebloba _ 60
milioni dolari; yazgazis jgufis mier reaqtoris modernizeba, likanis
rekonstruqcia _ 70 milioni dolari; mileniumis proeqtiT gazsadenis
rekonstruqcia _ 150 milioni dolari; urekSi patara iurmalas
mSenebloba _ 100 milioni dolari; yazaxi investorebis 200 milioniani
investicia aWaris sastumro infrastruqturaSi. WiaTur-zestafonis
manganumis rekonstruqciia _ 100 milioni dolari. sabanko investivciebi:
bank `respublikas ~ hipoTekuri krediti _ 30 milioni, `beta bankis~ _ 50
milioni; `ti-bi-si~ bankis axali xazi _ 30 milioni `tao~ bankSi
agrikoles krediti _ 20 milioni da sxva.
amdenad, saqarTvelos xelisuflebis mier ganxorcielebuli
ekonomikuri aqtivobisadmi es midgoma iZleva imis SesaZleblobas, rom
investiciebis mozidviT mniSvnelovnad SevavsoT savaluto rezervebi;
iafi importis SenarCunebiT, adgilobrivi warmoebisaTvis gardamaval 4-5
weliwadSi ganvaxorcieloT msxvili investiciebi, raTa Semdgom
periodSi warmoeba iqces mZlavr saeqsporto potencialis mqone dargad.

VII. 2. xelisuflebis roli saerTaSoriso biznesis

regulirebis dargSi.

33
saqarTvelos ekonomikis saministrosTan arsebuli statistikis saxelmwifo
departamentis masalebi, Tb. 2007

148
 saerTaSoriso ekonomikuri urTierTobaTa msvleloba
damokidebulia mTavrobis im gadawyvetilebebze, romlebic dakavSi-
rebulia saerTaSoriso vaWrobasTan, ucxour kapitaldabandebebTan da
valutis kursTan. am dargSi xelisuflebis ZiriTadi funqcia iseTi
saxelmwifo ekonomikuri politikis SemuSavebaa, romelic gaawonasworebs
kompaniebis, muSakebis da momxmareblebis interesebs. yvela monawile
subieqts saerTaSoriso vaWrobaSi gansxvavebuli mizani gaaCnia. amis gamo,
xelisufleba valdebulia, ganaxorcielos kontroli sakuTar resu-
rsebze, win aRudges garedan savaWro eqspansias da daicvas adgilobrivi
mewarmeebis interesebi, rac miiRweva proteqcionizmis politikiT.
34
proteqcionizmi _ es aris saxe-lmwifos politika, romelic orienti-
rebulia adgilobrivi kompaniebis dacvaze.
eqspertebis SefasebiT, msoflio vaWrobis naxevarze meti
eqvemdebareba adgilobrivi bazrebis dacvaze orientirebul sxvadasxva
tipis SezRudvebs. saxelmwifos mier gatarebuli proteqcionizmis
ZiriTad saxeebs miekuTvneba: tarifebi, kvotebi, subsidiebi, produqciis
SemzRudveli standartizacia da damsjeli RonisZiebani.
tarifebi _ es aris gadasaxadebi, romlebic vrceldeba
importirebul saqonelze. axlo warsulSi es gadasaxadebi qveynis mier
gmoiyeneboda, rogorc saxelmwifo Semosavlebis Sevsebis wyaro.
dReisaTvis tarifebis umetesi nawili proteqcionistuli xasiaTisaa.
isini zrdian fasebs importirebul saqonelze da amiT astimulireben
adgilobriv warmoebas.
didi depresiis wlebSi mravali qveyana cdilobda, SeenarCunebina
samuSao adgilebis raodenoba qveynis SigniT, ufro maRali tarifebis
SemoRebis gziT, magram aseTi tarifebi zRudavda saerTaSoriso
vaWrobas, ramac gamoiwvia msoflios ekonomikis dacema. imisaTvis, rom es
probleba daZleuliyo, da ar gaCeniliyo misi ganmeorebis SesaZlebloba,
meore msoflio omis Semdgom wlebSi, rigma qveynebma safuZveli
Cauyares gadasaxadebis Semcirebis moZraobas. msoflioSi am gada-
wyvetilebas xeli moawera 11 qveyanam. es xelSekruleba istoriaSi Sevida
`vaWrobisa da tarifebis dargSi generaluri xelSekrulebis~ saxiT.
tarifebTan erTad, importis Semcirebis mizniT, mravali qveyana
irCevs sxva taqtikas. erT-erT yvelaze gavrcelebuli meTodia kvotebis
daweseba. kvotebi zRudaven qveyanaSi inportirebuli produqciis
moculobas. kvotebi SeiZleba dawesdes mxolod ormxrivi molaparakebis
Sedegad. ase magaliTad, aseTi molaparakebis Sedegad iaponia iZulebuli
gaxda, xelovnurad Seemcirebina avtomobilebis kvotebis moculoba aSS-
is bazarze.
kvotirebis ukiduresi forma aris embargo. calkeuli saxeobis
produqtebiT, an mTlianad qveyanasTan vaWrobis akrZalva. ase magaliTad,
erayis kuveitSi SeWris Sedegad gaeros uSiSroebis sabWos gada-
wyvetilebiT, aikrZala erayis navTobis eqsporti gaeros wevr qve-ynebSi.
miuxedavad imisa, rom embargos safuZvlad udevs politikuri motivebi,
isini aseve gamoiyeneba qveynis Sina bazris dacvis mizniT. ase maga-
liTad, imisaTvis, rom daicvas Tavisi rZis produqtebi, kanada krZalavs
odeo margarinis imports. aSS krZalavs im saTamaSoebis imports, ro-

34
proteqcionizmi (laT. protectio) mfarveloba, xelSewyoba. warmoiSva 16-17 saukuneebSi
evropaSi. misi Teoriuli safuZveli Seqmnes merkantelistebma TavianTi swavlebiT,
romlebic saxelmwifos keTildRepbas sagareo vaWrobis dadebiT balanss
ujkavSirebdnen.

149
mlebic Seicaven tyviis Semcvel saRebavebs, rasac motivad udevs
mosaxleobis janmrTelobis dacvaze zrunva.
msoflios qveynebi adgilobrivi mewarmeebis stimulirebisaTvis
iyeneben subsidiebs, rac aZlevs maT imis SesaZleblobas, rom adgi-
lobrivma mewarmeebma awarmoon produqcia ufro dabali Rirebu-lebiT,
vidre maTma ucxoelma konkurentebma.
subsidiebi gaicema mzard dargebze im dromde, sanam adgilobriv
kompaniebs ar eqnebaT konkurentunariani produqciis gamoSvebis
SesaZlebloba. ase magaliTad, erToblivi sawarmo `iuropien eirbasi~,
romelic awarmoebs TviTmfrinavebs, mxardaWerilia germaniis safra-
ngeTis, inglisis, espaneTis mTavrobebis mier. msoflioSi yvelaze didi
raodenobiT subsidiebs gamoyofen soflis meurneobisaTvis. ganviTa-
rebuli qveynebi yovelwliurad axdenen sakuTari fermerebis 240 milion
dolaramde subsidirebas. evropulma Tanamegobrobam marto 1990 wels am
qveynebis fermerebis mxardaWerisaTvis daxarja 80 mln. dolari.
momxmareblebi aSS-Si Saqarze msoflios fasTan SedarebiT ixdian orjer
met Tanxas, xolo iaponelebi yiduloben qveynebSi warmoebul brinjs
msoflio fasze 7-8-jer ufro Zvirad. [237, p.14].
importis SezRudvis kidev erTi gza aris im, standartebis SemoReba,
romlebic adgilobriv mewarmeebs ufro xelsayrel pirobebSi ayeneben.
msoflios qveynebi awarmoeben licenziebs ucxoelebisadmi miyidvas
saqmianobis mTel rig sferoebSi.msoflios importis 90 procentisaTvis
es RonisZieba aris mniSvnelovani zRude [238,p.21]. sxva qveynebi moiTxoven
saimporti saqonlis specialur testirebas. ase magaliTad, iaponiam
daadgina sazRvargareTidan Semotanili brinjis sakuTari standarti, am
standartma mTlianad gamoaZeva brinjis eqsportiorebi adgilobrivi
bazrebidan.
miuxedavad imisa, rom msoflioSi viTardeba Tavisufali vaWroba da
qveynebi cdiloben am TvalsazrisiT erTmaneTs ar Seuqmnan barierebi,
rig SemTxvevaSi, saxelmwifoebi iZulebuli xdebian, daaweson SezRudvebi
im qveynebisaTvis, romlebic saerTaSoriso vaWrobaSi ukanono meTodebs
mimarTaven. ase magaliTad, 1988 wels aSS-Si miRebuli `vaWrobis Sesaxeb~
kanonis 301 muxlSi naTqvamia, rom prezidenti valdebulia, miiRos
damsjeli zomebi im ucxoeli mwarmoeblebis mimarT, romlebic iyeneben
amerikis bazarze SeRwevis saeWvo meTodebs.
qveynebi cdiloben, SezRudon TavianT bazarze im saxelmwifoebis
SeRweva, romlebic amas cdiloben adgilobriv bazarze fasebis
xelovnuri dawevis anu dempinguri fasebis dawesebis gziT. dempingi es
aris sazRvargareT gasayid saqonelze ufro dabali fasebis daweseba,
vidre am qveyanaSia. am mavne movlenis aRmofxvris mizniT, saxelmwifoebi
iyeneben antidempingur gadasaxads, ris gamoc importirebuli saqonlis
fasi izrdeba. aseT politikas gaaCnia ormagi buneba _ erTis mxriv is
icavs adgilobriv bazars, xolo meores mxriv _ zrdis produqciaze
fasebs.
miuxedavad imisa, rom iaponia iyenebs yvelaze met SezRudvas
msoflioSi, am qveynis ekonomika dinamiurad viTardeba. mravali
ganviTarebadi qveyana, Tavisi aRorZinebadi ekonomikis daCqarebis mizniT,
dReisaTvis xsnis sakuTar bazrebs, radganac savaWro barierebi
zRudaven ekonomikur ganviTarebas.. dsT-s sivrcis qveynebi dRes uars
amboben sabWoTa politikaze, romelic maT uqmnida xelovnur bariers.
sxva danarCen samyarosTan kavSirSi.

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 aRsaniSnavia, rom proteqcionizmis winaaRmdeg seriozuli
argumentebi ar arsebobs. gamokvlevebi cxadyofs, rom xangrZliv
perspeqtivaze orientirebuli proteqcionizmi zRudavs saerTaSoriso
vaWrobaSi monawile yvela mxaris interess. TanamedroveobaSi
proteqcionizmis winaaRmdeg arsebobs ramdenime argumenti:
1. proteqcionizmis ZiriTadi tvirTi modis momxmareblebze. rogorc
aRiniSna, sasoflo-sameurneo subsidireba am dargis produqciaze zrdis
fass. mecnierTa gaangariSebiT, savaWro barierebis arsebobis gamo,
momxmareblebi mxolod aSS-Si weliwadSi damatebiT 80 mlard dolarze
mets ixdian. [198,pp. 88-89].
2. is mewarmeebi, romlebic dakavebuli arian importirebuli
saqonlis gayidviT, proteqcionizmis politikis gamo, rTul
mdgomareobaSi imyofebian, radgan cvlilebebi am politikaSi iwvevs
gauTvaliswinebel zarals.
3. proteqcionizmi seriozul zarals ayenebs warmoebis sferoSi
dasaqmebul im kompaniebs, romelTa biznesis calkeuli saxe aris
damokidebuli importirebul makompleqtebel nakeTobebze da
mowyobilobebze. ase magaliTad, `jeneral motorzi~ da `jeneral
eleqtriki~ sakuTari ucxouri qarxnebidan axdens 80 miliard dolaris
makompleqtebeli nakeTobebis da detalebis importirebas, amitomac am
kompaniebisaTvis wamgebiania tarifebisa da kvotirebis Semotana.
arsebobs proteqcionizmis daZlevis sxvadasxva xelovnuri gza. ase
magaliTad, rodesac aSS-m akrZala sufTa Salis Semozidva CineTidan, am
qveynis mewarmeebma es barieri gadalaxes imiT, rom maT daiwyes
Salnarevi tiloebis warmoeba da realizacia aSS-s bazarze.

VII. 3. saerTaSoriso organizaciebi

imisaTvis, rom aviciloT savaWro diskriminacia da am dargSi omebi,

uzrunvelvyoT saerTaSoriso operaciebis keTilsindisier da patiosan
safuZvelze ageba, msoflios qveynebis mier Seqmnilia saerTaSoriso
organizaciebi, romlebic aregulireben saerTaSoriso vaWrobas.
msoflios qveynebis didi nawili icavs Tavisufali vaWrobis principebs.
Tavisufali vaWroba es aris saerTaSoriso vaWrobis iseTi saxeoba,
rodesac calkeul qveynebs Soris ar arsebobs am sferoSi SezRudvebi.
imisaTvis, rom qveynebma Tavisuflad ivaWron msoflioSi, Seqmnilia
organizaciebi, romlebic aregulireben am process. niSandoblivia am
TvalsazrisiT miRebuli SeTanxmebebis roli. aseTia tarifebisa da
vaWrobis generaluri SeTanxmeba (tvgS) es aris saerTaSoriso aqti,
romelsac meore msoflio omis Semdeg xeli moawera 11 qveyanam. tvgS-s
Stabbina mdebareobs JenevaSi da misi aparati Sedgeba 300 kacisagan.
msoflios calkeuli qveynebis delegatebi koordinirebulad wyveten
tvgS-s farglebSi savaWro SeTanxmebisa Tu saerTaSoriso vaWrobis
sakiTxebs. tvgS-s ZiriTadi principia _ brZola savaWro diskriminaciis.
yvela savaWro upiratesoba, romelic SeiZleba gavrceldes SeTanxmebaSi
monawile qveyanaze, aucilebelia aseve Seexos sxva qveynebsac. am
organizaciam dafuZnebisTanave sabaJo tarifebi 40 dan 5 procentamde
Seamcira.
tvgS-s farglebSi gamarTuli Sexvedrebis merve raundze moixsna
sxva mniSvnelovani SezRudvebic. mniSvnelovania is, rom SeRavaTebi Seexo

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sasoflo-sameurneo subsidiebs, momsaxurebis eqsports, ganisazRvra
teqnologiuri mekobreobis SezRudvis politika da sxva.
regionalur WrilSi qveynebi qmnian regionul savaWro blokebs. es
blokebi maTi individualobis miuxedavad, saerTo niSnebiT xasiaTdebian:
isini blokis wevrebisaTvis auqmeben specifikur gadasaxadebs, im
qveynebisaTvis, romlebic ar Sedian blokSi aweseben sagadasaxado
SezRudvebs da sxva.
evropaSi erT-erTi uZvelesi bloki aris evropis ekonomikuri
Tanamegobroba (eeT), romelic aerTianebs dasavleT evropis 12 qveyanas.
es organizacia daarsda 1957 wels. eeT warmoadgens Tavisufali
partniorebis gaerTianebas, romelSic Sedis: belgia, didi britaneTi,
dania, safrangeTi, germania, saberZneTi, irlandia, italia, luqsenburgi,
niderlandebi, portugalia da espaneTi. es qveynebi cdiloben, miaRwion
erTmaneTis SemzRudavi barierebis moxsnas saerTaSoriso vaWrobis gzaze.
am SezRudvebis moxsniT eeT-is qveynebSi yalibdeba erTiani bazari, rasac
xels uwyobs erTiani valutis – evros SemoReba.
eqspertTa azriT, perspeqtivaSi es gaerTianeba saerTaSoriso
ekonomikaSi aSS-sTan da iaponiasTan erTad erT-erTi wamyvani Zala
gaxdeba. eeT-is roli mniSvnelovnad gaizarda bolo wlebSi, rodesac mas
SeuerTda avstria, islandia, lixtenStaini, norvegia, Svecia da
Sveicaria, romlebic Sediodnen Tavisufali vaWrobis evropul
asociaciaSi. savaWro blokebs Soris dadebul xelSekrulebebSi aris
warmodgenili cda erTiani evropuli bazris moTxovnaTa Sesabamisad
SesabamisobaSi moiyvanon eeT-s da Tvea-s gegemebi. miuxedavad imisa, rom
orive bloki funqcionirebs damoukideblad, maT Soris dadebuli
urTierTTanamSromlobis mravali dokumenti maT avaldebulebs
saerTaSoriso vaWrobaSi saerTo principebis dacvas. [111,p.12].
im SemTxvevaSi, Tu savaWro barierebi evropis sabWos qveynebs Soris
moixsneba, isini gamkacrdeba aSS-s da iaponiis mimarT. amis gamo iaponuri
da amerikuli kompaniebi cdiloben, daimkvidron TavianTi adgili evropis
bazarze manam, sanam warmoiqmneba es sirTuleebi.
gasul saukunis oTxmocdaaTian wlebSi Camoyalibda kidev erTi
savaWro bloki amerikis kontinentze. aSS-m da kanadam 1999 wlidan moxsna
am or qveyanas Soris yvela kvota da tarifi, am mimarTulebiT
mimdinareobs molaparakeba meqsikasTan. amdenad, gaaCnda Crdilo
amerikuli savaWro gaerTianebis Seqmnis perspeqtiva. aziaSi, sadac
SeimCneva regionuli ekonomikis ganviTarebis maRali tempi, iaponia
aZlierebs Tavis kavSirs honkongTan, koreasTan, tailandTan, singapurTan.
ekonomistTa nawili miiCnevs, rom regionuli savaWro blokebis
warmoqmna msoflios sam nawilad gayofamde migviyvans _ aSS-s, evropis
kavSiris da iaponiis irgvliv. maT miaCniaT, rom amiT SeizRudeba
msoflio vaWroba, gansakuTrebiT gaRaribdeba is qveynebi, romlebic ar
iqnebian am blokebSi gaerTianebuli.

VII. 4. saerTaSoriso savaluto fondi da msoflio

bankis roli biznesis ganviTarebaSi

mTeli rigi qveynebis siRaribeSi msoflios erT-erTi ZiriTadi

problemaa. msoflio ekonomikaSi am qveynebis daxmarebis mizniT arsebobs
iseTi organizaciebi, rogoricaa saerTaSoriso savaluto fondi da
msoflio banki. saerTaSoriso savaluto fondi dafuZnda 1954 wels,

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SemdgomSi is Camoyalibda, rogorc gaeros specialuri organizacia,
romelic exmareba im qveynebs, romelTac gaaCniaT sagadasaxado
balansTan dakavSirebuli problemebi. msoflio bankis oficialuri
dasaxeleba aris rekonstruqciis da ganviTarebis banki. (is Seiqmna omis
Semdgomi ekonomikis dafinansebisaTvis). es organizacia konkretuli
saerTaSoriso mniSvnelobis proeqtebis dasafinanseblad iZleva kre-
ditebs dabali procentebiT. saerTaSoriso savaluto fondis da
msoflio bankis saxsrebis formireba xdeba gaerTianebuli erebis
organizaciis 135 qveynis sawevroebis xarjze. am Senatanebis yvelaze
didi wili modis dasavleT evropaze, aSS-ze da iaponiaze.
garda am organizaciebisa, arsebobs is regionaluri bankebi,
romlebic emsaxurebian mocemuli regionis ganviTarebas. aseTebia:
ganviTarebisa da rekonstruqciis evropuli banki, romelic warmarTavs
sesxebs dasavleTidan aRmosavleT evropaSi, milanSi arsebuli
ganviTarebis aziuri banki, romlis saxsrebis formireba xdeba iaponiis
xarjze, ganviTarebis amerikaTSorisi banki, romelsac upiratesad
afinansebs aSS da es saxsrebi xmardeba amerikis kontinentze arsebuli
susti saxelmwifoebis ganviTarebas.
formalur organizaciebTan molaparakebaSi monawileobis garda
sxvadasxva qveynebi TavianT ZiriTad savaWro partniorebTan atareben
ekonomikuri xasiaTis Sexvedrebs. am tipis SexvedrebSi, rogorc wesi,
monawileoben finansTa ministrebi. maTSi aisaxeba savaluto kursebis,
savaWro urTierTobaTa dabalansebulobis da sxva msoflio
mniSvnelobis sakiTxebi. am tipis Sexvedrebze mimdinareobs didi
xuTeulis (aSS, didi britaneTi, safrangeTi, germania, iaponia) Svideulis,
(xuTeuls mimatebuli kanada da italia) an aTeulis qveynebis jgufis
(Svideuls mimatebuli belgia, niderlandebi, Svecia, Sveicaria).
farglebSi konsultaciebi saerTaSoriso vaWrobis sakiTxebze.
imdenad, ramdenadac yvela qveyanas gaaCnia sakuTari savaluto
erTeuli, saerTaSoriso vaWrobis procesSi mimdinareobs am valutebis
gacvla. maSin, rodesac erTi qveynis kompania yidis saqonels meore
qveyanaSi aucilebeli xdeba valutebis gacvla. ase magaliTad, imisaTvis,
rom iaponurma kompaniam Seisyidos aSS-s xorbali, aucilebelia iaponuri
ienis gacvla dolarze. is proporciebi, romeliTac ieni, funti an
franki icvleba dolarze, markaze an larze qmnian savaluto (gacvliT)
kurss.
saerTaSoriso vaWrobaSi moqmedebs mcuravi savaluto kursebi.
mcurav savaluto sistemaSi ZiriTadi mamoZravebel Zalas warmoadgens
moTxovna-miwodebis kanoni. imdenad, ramdenadac moTxovna-miwodeba aris
mudmivad cvalebadi sidide, icvleba valutis kursebic. valutis kursebs
Soris Tanafardoba aris gansazRvruli. mocemuli qveynis ekonomikuri
mdgomareobiT vTqvaT, Tu espaneTis ekonomikaSi aris Zlieri inflaciuri
procesebi, izrdeba umuSevrobis done, espanuri valutis done ecema
stabiluri ekonomikis mqone qveynebTan SedarebiT.
rodesac aSS-s dolari aris Zlieri, anu misi Rirebuleba aris
SefardebiT maRali, saWiroa ufro meti ucxouri valuta dolaris
Sesasyidad. amis Sedegad amerikuli eqsportis done mcirdeba, xolo
importis done izrdeba, susti dolari astimulirebs eqsports da
amcirebs imports. igive rols TamaSobs eqsport-importis stimulirebis
TvalsazrisiT qarTuli lari an sxva nebismieri saxeobis valuta.

153
 imisaTvis, rom ganvsazRvroT, Tu ra rols TamaSobs biznesis
aqtivobaSi valutis kursi da rogor zemoqmedebs is savaWro balansze,
ganvixiloT Semdegi magaliTi: 1980-1985 wlebSi dolaris Rirebuleba
mkveTrad amaRlda. aSS-s savaWro partniorebisaTvis es gaxda eqsportis
safuZveli. aSS-m daiwyo sainvesticio kapitalis amoReba im qveynebidan,
romlebic cdilobdnen amerikuli dolaris SeZenas maRali saprocento
ganakveTiT. dolaris maRali ganakveTis gamo, amerikul kompaniebs
warmoeqmnaT siZnelebi TavianTi saqonlis gayidvis procesSi, ris gamoc
Seiqmna sagadasaxado balansis deficiti. mTavroba iZulebuli gaxda,
SeeCerebina dolaris gamyarebis procesi. valutis gacvliTi kursi ecema,
rodesac izrdeba misi mowodeba da mcirdeba moTxovna. amis gamo,
mTavrobam gazarda dolaris miwodeba. dolaris kursma daiwyo dacema da
savaWro balansi mniSvnelovnad daregulirda.

VII. 5. saerTaSoriso urTierTobebis biznesze moqmedebis sfero

saerTaSoriso biznesi moicavs qveyanebs Soris nebismieri tipis

sameurneo operacias. aseTi saqmiani urTierTobani SeiZleba warmoebdes,
rogorc kerZo pirebis, aseve saxelmwifo organizaciebis doneze. kerZo
kompaniebis saqmianoba saerTaSoriso biznesis sferoSi SeiZleba
ganxorcieldes mxolod mogebis miRebis mizniT, xolo firmebis
saqmianoba, romlebsac saerTaSoriso biznesSi gamoeyofaT subsidiebi ar
aris mogebaze orientirebuli.
Tavisi saerTaSoriso miznebis misaRwevad kompaniam unda daadginos
saerTaSoriso savaWro operaciebis warmoebis is formebi, romlebic
gansxvavdebian qveynis SigniT vaWrobisagan. saerTaSoriso formebis
SerCevaze zegavlenas axdens ara marto winaswar dagegmili mizani,
aramed is garemo, romelSic kompanias uxdeba funqcionireba. kompania,
romelic awarmoebs Tavis saqmianobas saerTaSrosio doneze TiTqmis ar
zemoqmedebs im saqmian garemoze, romelSic mas uxdeba funqcionireba.
yvela es urTierTkavSiri aisaxeba Semdeg naxatze (ix. nax #9).
saerTaSoriso bizness gaaCnia Tavisi motivacia. arsebobs am
motivaciis sami ZiriTadi aspeqti. esenia: gasaRebis gafarToeba, resu-
rsebis SeZena da momaragebisa da gasaRebis wyaroebis diversi-fikacia.
gasaRebis gafarToeba _ bazari aris SezRuduli im pirebiT,
romlebic dainteresebulni arian firmis produqciiTa da momsaxurebiT.
amasTan, mosaxleobis msyidvelobiTi unari izrdeba, Tu mas ganvixilavT
ara adgilobriv, aramed saerTaSoriso masStabebSi. saerTaSoriso
gasaReba aris firmebis saerTaSoriso biznesSi funqcionirebis ZiriTadi
motivi. mraval msxvil firmas Tavisi Semosavlebis naxevarze meti
Semosdis sazRvargareT produqciis gasaRebidan. aseTia magaliTad,
germanuli firma ,,BASF~, Sveduri kompania `eleqtroluqsi~, amerikuli
,,ABM~, franguli `miSelin~, Sveicaruli `nestle~, holandiuri
`filipsi~, iaponuri `soni~.

saqmiani operaciebi moqmedi faqtorebi

miznebi: saerTo sagareo faqtorebi:

 gasaRebis  geografiuli
gafarToeba  istoriuli
 resursebis SeZena  politikuri
 diversifikacia  samarTlebrivi 154
 ekonomikuri
 kulturuli
 konkurenciuli sagareo faqtorebi:
miznis miRwevis saSualebebi  warmoebis optimaluri zrda
 momxmarebelTa raodenoba
 Sesyidvebis odenoba
operaciuli funqcionaluri  momxmarebelTa erTgvarovneba
 konkurenciis raodenoba
 produqciis transportirebis
danaxarjebi
miznebi:  warmoeba  konkurentebis unikaluri
 importi  marketingi SesaZleblobani
 eqsporti  sabuRaltro
 transportireba aRricxva
 frenSaizingi  finansebi
 mmarTvelobiTi  sakadro
kontraqti saqmianoba
 pirdapiri
investiciebi
 profesiuli
investiciebi

nax. #9 saerTaSoriso biznesi: saqmiani operaciebi da maTze mo-

qmedi faqtorebi

resursebis SeZena _ mwarmoebeli firmebi da distributorebi,

rogorc wesi, sxvadasxva qveynebSi eZeben maTTvis aucilebel nakeTobebs
da momsaxurebas, naxevarfabrikatebs, makompleqtebel nakeTobebs,
agreTve mza produqcias. rogorc wesi, aseTi savaWro operaciebis mizani
danaxarjebis Semcirebaa. ase magaliTad, kompania `lukasfilmi~ Tavis
kinoebs iRebs inglisis kinostudiaze, xolo am filmis scenaris
mixedviT warmoebul saTamaSoebs misi filiali `keneri~ awarmoebs makao-
Si.
diversifikacia _ kompaniebi, rogorc wesi cdiloben, ar dauSvan
didi sxvaoba mis gasaRebasa da mogebas Soris da am mizniT
sazRvargareT eZeben maTi produqciis gasaRebas Sesaferis bazrebs. am
mizniT, mravali kompania orientacias iRebs msoflios qveynebis
ekonomikis ciklurobaze, ris gamoc erTi qveynis dacemis periodi, ar
emTxveva meore qveynis aRmavlobis periods. amitom kompaniebi, romlebic
erTi da igive saqonliT an momsaxurebiT vaWroben, axdenen mis
gadanawilebas msoflios qveynebis ekonomikuri ciklis stadiebis
mixedviT, rac unarCunebs am kompaniebs ganviTarebisa da stabiluri
mogebis miRebis SesaZleblobas.

VII. 6. saerTaSoriso saqmiani urTierTobebis formebi

Tanamedrove kompaniebSi SeiZleba arsebobdes saerTaSoriso saqmiani

urTierTobis Semdegi formebi: importi da eqsporti, licenzireba,

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frenSaizingi, erToblivi sawarmoebis Seqmna da sazRvargareTis firmis
Sesyidva sruli sakuTrebiT.
saerTaSoriso saqmiani urTierTobis yvelaze gavrcelebuli forma
aris saqonlis importi da eqsporti. saimporto maCveneblebi yvelaze
ufro damokidebulia sacalo vaWrobaze. Tanamedrove msxvil firmebSi
aris uamravi agenti, romelic dasaqmebulia sazRvargareT am
firmebisaTvis aucilebeli im saqonelisa da momsaxurebis moZiebiT,
romelic gansazRvravs maTi produqciis profils.
kompaniebi, romlebic ewevian eqsports, am process axorcieleben an
uSualod sazRvargareTis partniorebTan DSeTanxmebiT, an savaWro
Suamavlebis meSveobiT. mTel rig qveynebSi Seqmnilia savaWro palatebi,
specialuri saagentoebi, romlebic specializdebian savaWro
partniorebis Zebnasa da kontaqtebis gaformebaze.
saerTaSoriso biznesSi agreTve gamoiyeneba licenzireba.
licenzirebis SeTanxmeba aZlevs SesaZleblobas erT firmas awarmoos an
gayidos sxva firmis saqoneli da momsaxureba erTjeradi an perioduli
gadasaxadis xarjze. `koka-kolas~ recepturiT saqarTveloSi xdeba am
sawarmos gamagrilebeli sasmelis Camosxma. amis sanacvlod koka-kolas
saTao ofisi Rebulobs stabilur procents mogebidan. licenzirebas
waagavs saqmiani urTierTobis iseTi forma, rogoric aris frenSaizingi.
frenSaizingis obieqti SeiZleba iyos nebismieri samewarmeo sfero.
Rebulobs ra frenSizingis xelSekrulebas, firmas minimumamde dahyavs
danaxarjebi da is riski, romelic aris dakavSirebuli sazRvargareTis
bazarze SesvlasTan.
erToblivi sawarmoebi aris saerTaSoriso biznesis erT-erTi
efeqtiani forma. erTobliv sawarmoSi igulisxmeba ara marto proeqtis
realizaciis procesSi saerTo investiciebis gaweva, aramed xangrZlivi
perspeqtiviT samewarmeo saqmianoba.
rig qveynebSi investiciebis pirdapiri dabandebis TvalsazrisiT
arsebobs SezRudvebi. am mizeziT erToblivi sawarmoebi xdeba saerTo
biznesis warmoebis ZiriTadi forma. miuxedavad amisa, aris iseTi
qveynebic, romlebic ar krZalaven kapitalis individualur dabandebas
mocemul qveyanaSi.
adgilobrivi nedleulis da muSaxelis siiafis gamo, mniSvnelovania
individualuri sawarmoebis sazRvargareT daarseba. amis saukeTeso
magaliTia amerikuli kompania `livais strausi~, romelic msoflioSi
cnobil jinsebs uSvebs. misi msoflios qseli uzrunvelyofs gayidvebis
40 da mogebis 60 procents. am firmis sazRvargareTis warmomadgenlebs
SeaqvT mniSvnelovani wvlili san-franciskoSi ganTavsebuli saTao
ofisis ganviTarebaSi. ase magaliTad, am firmis produqciis bolo
modelebi SemuSavda argentinis da iaponiis warmoamdgenlobebSi da ara
saTao ofisSi. [183, p.76].
sazRvargareT saerTaSoriso saqmianoba dakavSirebulia garkveul
specifikasTan, romelic gamomdinareobs am qveynebis kulturuli,
eTikuri, religiuri Taviseburebebidan. isini unda gaTvaliswinebul
iqnas biznesis warmoebis procesSi. xSir SemTxvevaSi Cndeba problemebi
mxolod imis gamo, rom ar aris gaTvaliswinebuli ama Tu im qveynis
istoriuli Taviseburebani, Tundac produqciis SefuTvis procesSi.
zogjer vaWroba SeiZleba gaaumjobesos saqonlis SefuTvis formis an
fasis Secvlam. ase magaliTad, TeTri feri aris sikvdilis simbolo
iaponiasa da aziis qveynebis umetes nawilSi, mwvane niSnavs safrTxes an

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avadmyofobas malaziaSi. amdenad, am ferebis gamoyeneba iwvevs uaryofiT
asociaciebs am qveynebis momxmareblebSi.
sxvadasxva qveyanaSi sityvebi araerTgvarovnad JRers, ase magaliTad
`ameriken motorzis~ avtomobili `motodori~ aris Zlierebis da Zalis
simbolo amerikaSi. amasTan, puerto-rikelebis enaze sityva `motodori~
niSnavs mkvlels, rac aSkarad ewinaaRmdegeba im qveynis interesebs, sadac
isedac Zalian maRalia avtokatastrofebis Sedegad sikvdilianoba.
rodesac inglisis navTobis mwarmoebelma kompaniam aRmoaCina, rom misi
erT-erTi saxeobis benzinis dasaxeleba `esso~ iaponur enaze niSnavda
`gatexil manqanas~, is mixvda Tavisi warumateblobis mizess am bazarze.
xSir SemTxvevaSi erTi da igive sityvebi inglisurenovan qveynebSi
sxvadasxvanairad JRers. magaliTad, amerikuli kompania, romelic
awarmoebda xelsaxocebs reklamaSi iyenebda frazas `you can use no finer
napkin at your dinner table~ (ukeTes xelsaxocebs Tqveni magidisaTvis Tqven ver
moZebniT). es reklama aSkarad winaaRmdegobrivi aRmoCnda inglisSi,
sadac sityva ,,napkin’’ pampersebs niSnavs. sxvadasxva qveynebSi
sazogadoebrivi nomrebi Zlier gansakuTrebulia, amitom sazRvargareT
biznesis warmoebisaTvis didi mniSvenloba aqvs adgilobrivi partn-
iorebis gamocdilebis Seswavlas. ase magaliTad, tailandSi franguli
firmis mier gamoiyeneboda reklama, sadac cxoveli moixmarda
saTvaleebs. cxovelebi tailandSi miekuTvneba umdables arsebebs, amitom,
adgilobrivi mcxovreblebi am saTvaleebs ver moixmardnen. bazrebis
safuZvliani Seswavla iZleva SesaZleblobas, Tavidan aviciloT mo-
salodneli uaryofiTi Sedegebi. qveynebis tradiciaTa codna, adgi-
lobriv mcxovreblebTan urTierToba, maTi Cvevebisadmi pativiscemiT,
mopyroba iZleva SesaZleblobas, warmatebulad vawarmooT biznesi.
imisagan damoukideblad, Tu romel qveyanaSi gvixdeba biznesis
warmoeba sul ufro didi mniSvneloba eniWeba am qveynis moqalaqeebTan
saqmian urTierTobas. filosofiuri TvalsazrisiT, amis saukeTeso xerxi
mdgomareobs imaSi, rom SeviswavloT da gavaanalizoT im erebis
Taviseburebani, romlebic miekuTvnebian sxva kulturebs. sxva
kulturebis warmomadgenlebi SeiZleba gansxvavdebodnen mravali niSniT.
iseTi niSnebiT rogoricaa: religiuri mikuTvneba, RirebulebiTi pri-
oritetebi, samarTlebrivi normebisadmi damokidebuleba, Jestebi,
manerebi da sxva. am gansxvavebaTa gauTvaliswineblobam saerTaSoriso
biznesSi SeiZleba migviyvanos sirTuleebTan. aziis mTel rig qveynebSi
qalebi biznesSi ver TamaSoben warmyvan rols. amis gamo qal-partniors
iq undoblad epyrobian.
sanam aviTvisebT sazRvargareTis bazars, aucilebelia, safuZvlianad
SeviswavloT am qveynis kultura, religia, politika, adaT-wesebi,
gansakuTrebiT, saqmiani urTierTobebis tradiciebi.
aris is zogadi wesebi, romelsac biznesmenebi iyeneben ama Tu im
qveyanaSi, esenia:
 aucilebelia SevinarCunoT miukerZoebloba. SeuZlebelia, sxva-
dasxva adamianebis mimarT gamoviyenoT erTi da igive stereotipebi,
winaswar dadgenili standartebi. yoveli adamiani unda ganvixiloT,
rogorc individi da Rrmad gaviTavisoT is kulturuli sfero,
romelsac misi exeba cxovreba da moRvaweoba.
 unda gaviTvaliswinoT sxva erebis tradiciebi. maT gaaCniaT
sxvadasxva RirebulebiTi sistema, Tvisebebi, qcevis manerebi.

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  sxvadasxva qveynebSi erTi da igive Jestebi da gamoTqmebi
gansxvavebuli Sinaarsis matarebelia. amis gamo, ufro xSirad unda
gamoviyenoT sityvebis ena da ara araverbaluri urTierTobis
formebi.
 mizanSewonilia, Cveni stilis misadageba sxva adamianebisadmi. Tu
partniori pasuxobs pirdapir da araorazrovnad, aucilebelia am
stilis mibaZva, sxva SemTxvevaSi, unda mivusadagoT qceva da
msjeloba partniorisas.

mimoxilviTi SekiTxvebi:

1. ra igulisxmeba alternatiul danaxarjebSi?

2. ras niSnavs qveynis absoluturi upiratesoba?
3. ra rols TamaSobs savaWro balansi?
4. ras axasiaTebs sagadasaxado balansi?
5. rogoria proteqcionizmis arsi?
6. rogoria proteqcionizmis dadebiTi da uaryofiTi mxareebi?
7. msoflios romeli saerTaSoriso organizaciebi aregulireben
qveynebs Soris ekonomikur urTierTobebs?
8. ra rols TamaSobs saerTaSoriso savaluto fondi da
msoflios banki?
9. rogoria saerTaSoriso saqmiani urTierTobis formebi?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. dagvixasiaTeT Tu erTmaneTisagan riT gansxvavdeba saerTaSoriso

vaWrobaSi absoluturi SefardebiTi upiratesoba?
absoluturi upiratesobis mqone qveyana awarmoebs konkretul
produqcias sxva qveynebTan SedarebiT naklebi resursebiT. SefardebiTi
upiratesobis dros qveyanas aqvs SesaZlebloba, awarmoos konkretuli
produqcia ufro naklebi danaxarjebiT, vidre gaaCnia mis savaWro
partniorebs.
2. ra gansxvavebaa savaWro balanssa da sagadasaxado balanss Soris?
savaWro balansi es aris drois garkveul monakveTSi eqsportis
saerTo Rirebulebas gamoklebuli importis Rirebuleba. sagadamxdelo
balansi es aris qveyanaSi Semosuli fulis saerTo moculobas
gamoklebuli fulis is raodenoba, romelic gadis qveynidan.
3. CamoTvaleT is zomebi, romelsac qveynebi erovnuli dargebis
mxardasaWerad iyeneben?
proteqcionizmis yvelaze gavrcelebuli zomebia: tarifebi, kvotebi,
subsidiebi, SezRudviTi standartizacia.
4. ra uaryofiTi movlenebi axlavs proteqcionizms?
proteqcionizmi zarals ayenebs im kompaniebs, romlebic
orientirebulia eqsportze, aZvirebs samuSao Zalis Rirebulebas.
5. ra iwvevs laris kursis dacemas saqarTvelos saerTaSoriso
kompaniebSi?
maSin, rodesac laris kursi ecema sxva valutebTan SedarebiT,
qarTuli saqoneli saerTaSoriso bazarze iafdeba, amitom is dargebi,
romlebic orientirebulia eqsportze, larze gazrdili moTxovnis
sapasuxod zrdian produqciis gamoSvebas. amasTan, importirebuli

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saqoneli Zvirdeba, rac kidev ufro zrdis moTxovnas adgilobriv
saqonelSi.
6. CamoTvaleT saerTaSoriso samewarmeo saqmianobis yvelaze
gavrcelebuli formebi?
saerTaSoriso saqmiani aqtivebis ZiriTadi formebia: import-eqsporti,
licenzireba, frenSaizingi, erToblivi sawarmoebis organizeba
sazRvargareTis firmis Sesyidva sruli sakuTrebiT.
7. CamogviTvaleT is xerxebi, romlebic xels uwyobs saerTaSoriso
saqmian urTierTobebs?
es xerxebia: SeviswavloT qveynis kultura; partniorTan saqmianoba
vawarmooT yovelgvari stereotipis, mibaZvis gareSe; pativi vceT sxva
erebis tradiciebs; mivusadagoT Cveni qcevis stili partniorisas.

159
 Tavi VIII
biznesis marTva

batonobas advilad iswavli, marTvas –

Znelad.
goeTe

eWvs iwvevs ara TviTon dagegmvis

SesaZlebloba, aramed warmatebuli dagegmvis
SesaZlebloba.
f.a. haieki

me vTvli, rom nebismieri biznesis

problema mdgomareobs imaSi, Tu ra Sors
SeiZleba migviyvanos misma keTilgonieerebam.

d. rokfeleri

am TavSi Tqven gaecnobiT:

1. biznesis marTvis 2. marTvis process; 3. mmarTvelobiT stils;

safuZvlebs; sammarTve- strategiul, taqti- mis Rirseba-naklovane-
lo rolis sam tips; kur da operatiul bebs; kontrolis proce-
marTvis sam dones; sa- gegmebs, maT Soris sis oTx etaps, kompa-
mmarTvelo codnis sam gansxvavebas; momuSa- niebis marTvas krizi-
tips; marTvis procesis veTa Statebis dako- sul situaciaSi.
oTx safexurs. mpleqtebis meTodo-
logias.

VIII. 1. biznesis marTvis safuZvlebi

marTva es aris organizaciis miznidan gamomdinare winaswar

Sedgenili gegmis mixedviT resursebis optimaluri ganawilebis procesi.
cneba `optimaluri~ marTvaSi gulisxmobs: optimalobis kriteriumis
dadgenas; kriteriumebis erTmaneTTan Sewonasworebas; saboloo variantis
SerCevas.
ase magaliTad, supermarketSi myidvelis gadawyvetilebebze
zegavlenas axdens saqonlis fasi, xarisxi, dizaini da sxva. amdenad, es
is kriteriumebia, romelTa meSveobiT xdeba gadawyvetilebis miReba.
xelmZRvanels unda SeeZlos, gansazRvros umTavresi kriteriumebi,
daadginos maTi prioritetebi da miiRos racionaluri gadawyvetilebani.
arsebobs firmebis marTvis sakiTxisadmi sami ZiriTadi mecnieruli
midgoma:
 tradiciuli;
 sistemuri;
 situaciuri.

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 tradiciuli midgomis SemTxvevaSi, cal-calke ganisazRvreba samuSao,
personali, administrireba, motivacia, marTvis sitema.
sistemuri midgomis dros organizacia ganixileba, rogorc sistema,
Tavisi miznebiT, amocanebiT, ZiriTadi SedegebiT, ukukavSirebiT, gare
zemoqmedebebis faqtorebiT.
situaciuri midgomis dros marTvis meTodebi icvleba situaciidan
gamomdinare. organizaciis saqmiani Sedegebi ganisazRvreba konkretuli
situaciis mixedviT.
organizacia aris laTinuri sityva _ ,,Organizo’’ da niSnavs mowyobas.
menejmentSi mis qveS igulisxmeba saerTo miznis realizaciis mizniT
individebis gaerTianeba. am sityvas sxvadasxva mniSvnelobiT iyeneben:
 rogorc mTlianis avtomnomiuri nawilebis Sinagan mowesrigebas;
 am procesebisa da moqmedebaTa erTianobas, romelTac mivyavarT
mTlianis nawilebis urTierTkavSiris srulyofamde.
sameurneo organizaciis magaliTebia:
- firma, kompania, korporacia, konglomerati;
- maTi qvedanayofebi (saamqro, ganyofileba, seqcia da sxva);
- romelime saxeobis samuSaos Semsrulebeli jgufebi;
- marTvis sistemebi da sxva.
iuridiulad gankerZoebul organizaciebs unda gaaCndeT TavianTi
misia. misiaSi aisaxeba organizaciis arsebobis azri da daniSnuleba.
yvela sameurneo organizacia aris sistema. sistema es aris calkeuli
nawilebis erT mTlianSi gaerTianeba.
sistemas gaaCnia misi specifikuri Tvisebebi, esenia:
 emerjentuloba, rac gulisxmobs organizaciis saerTo miznis
Seusabamobas masSi Semavali nawilebis miznebTan. magaliTad, kompaniis
mizania mogebis maqsimazacia minimaluri danaxarjebis pirobebSi, xolo
misi muSakebis mizania xelfasebis amaRleba. am magaliTad Cans, rom
organizaciis da misi nawilebis miznebi ar Seesabameba erTmaneTs. am
Sesabamisobis uzrunvelyofa aris marTvis xelovnebis ZiriTadi
problema.
 sinergiuloba (berZnuli sityva ,,sinergeia’’ rac niSnavs
TanamSromlobas, Tanamegobrobas) _ mis qveS igulisxmeba sistemaSi
Semavali nawilebis itegracia, rac pozitiurad moqmedebs organizaciis
saboloo Sedegebze.
 multiplikaciuroba - gulisxmobs sistemis efeqtianobis amaRlebas
(Sedegebis gamravleba) sammarTvelo gadawyvetilebebis an moqmedebebis
xarjze. magaliTad nou-haus danergva, motivaciis stilis Secvla da
sxva.
 adaptacia es aris sistemis unari, axali gare pirobebis warmoqmnis
SemTxvevaSi SeinarCunos stabiluroba.
 gankerZoeba _ gulisxmobs sistemis avtonomiurobas, mis
komerciul saidumloebas.
 Tavsebadoba _ gulisxmobs sistemis nawilebis urTierT adaptaciis
process.
amdenad, marTvis arsi daiyvaneba resursebis (miwis, Sromisa da
kapitalis) optimaluri Tanafardobis koordinaciaSi organizaciis
saboloo Sedegebis miwevis mizniT. resursebis optimaluri gamoyenebis
principi SeiZleba misadagebul iqnas nebismieri tipis organizaciisadmi
misi masStabebisa da miznebis damoukideblad. marTvas moiTxovs

161
 organizaciis nebismieri subieqti: qalaqi, municipaliteti, fexburTis
gundi, firma da sxva.
imdenad, ramdenadac organizaciaSi momuSave pirebs amoZravebT
korporaciuli interesebi, aucilebeli xdeba maT Soris erTi piris
pasuxismgeblobis amaRleba, romelic axdens sxva individebis saqmianobis
organizacias. aseT pirTa ricxvs miekuTvnebian menejerebi. menejerebi
ewevian TavianT saqmianobas, rogorc zemdgom aseve qvemdgom pirebTan
erTad da es urTierTobani SeiZleba aisaxos maT rolSi. arsebobs
rolis ramdenime tipi. esenia:
pirovnebaTSorisi urTierTobis roli, rac gulisxmobs, rom
organizaciis warmomadgenlebad _ gamodian menejerebi. firmis saxeliT
isini aweren xels dokumentebs, Rebuloben partniorebs da sxva. rogorc
xelmZRvanelebi menejerebi axorcieleben firmis operatiul-taqtikuri
saqmianobis dagegmvas da marTvas, rogorc Suamavlebi menejerebi
erTmaneTTan akavSireben adamianTa jgufebs da calkeul individebs, am
dakavSirebis mizani aris saerTo amocanebis realizacia.
sainformacio umTavresia marTvis rolebs Soris. sawarmo procesis
operatiul-taqtikuri marTvis mizniT, menejerebi agroveben informacias,
amuSaveben da aanalizeben mas. amasTan, maT ekuTvnis rogorc zemdgomi
aseve qvemdgomi rgolebis mier mowodebuli informaciis analizis
funqcia.
miRebul informacias menejerebi iyeneben saukeTeso
gadawyvetilebaTa miRebisaTvis mizniT. rogorc organizatorebi isini
cdiloben resursebis racionaluri gamoyenebis mizniT, maTdami
daqvemdebarebuli rgolebis saqminobis gaumjobesebas. rogorc
specialistebi wyveten operatiul sakiTxebs da Rebuloben
gadawyvetilebebs sagangebo situaciebSi (ekonomikuri krizisi, momu-
SaveTa disciplinaruli gadacdoma da sxva). yoveldRiuri proble-mebis
gaTvaliwinebiT, menejerebi ganuwyvetliv icvlian rolebs.
nebismier organizaciaSi, garda mcire organizaciebisa arsebobs
marTvis struqtura, romelic Sedgeba umaRlesi, saSualo da umdablesi
rgolebisagan:

prezidenti.
vice prezidenti. umaRlesi done

mTavari buRalteri.
mTavari inJineri. saSualo done
mTavari ekonomisti.

saamqros ufrosi.
ostati. umdablesi done
ubnis ufrosi.

naxati #10

rogorc am piramididan Cans, organizaciaSi umaRlesi rgolis

mmarTvelTa raodenoba umdables doneze mcirea. umaRlesi donis

162
mmarTvelebi es is menejerebia, romelTac gaaCniaT umaRlesi
xelisufleba da pasuxs ageben kompaniis saqmianobaze. amis magaliTia
firmis prezidenti, romelic gansazRvravs organizaciis amocanebs,
ganviTarebis grZelvadian strategias, warmoadgens kompanias mis
sazRvrebs gareT. miuxedavad imisa, rom umaRlesi donis mmarTvelebi
erTi da igive korporaciebSi SeiZleba sxvadasxva saxelwodebiT
warmodgnen: pirveli vice-prezidenti, aRmasrulebeli vice-prezidenti,
direqtorTa sabWos Tavmsjdomare da sxva, maT mier Sesasrulebeli
samuSaoebi, rogorc wesi analogiuria. saSualo rgolis mmarTvelebis
movaleobaSi Sedis im saerTo amocanebis realizacia, romlebic
dadgenilia marTvis umaRlesi rgolis mier da qveda rgolis muSakebis
saqmianobis koordinacia. saSualo done gulisxmobs sawarmoos,
calkeuli samsaxurebisa da ganyofilebebis menejerebs.
umdablesi donis menejerebis amocana aris is, rom moaxdinos
marTvis ufro maRal doneze SemuSavebuli strategiis realizacia. es
done aerTianebs saamqros, ubnis, ganyofilebis ufross da sxva.
kompaniebi cdiloben, Seamciron marTvis xarjebi, amis gamo isini
amcireben marTvis saSualo donis menejerTa ricxvs da cdiloben
umdablesi donis menejerTa raodenobis zrdas. saSualo donis
menejerebis funqciebis SeTavseba, umdablesi donis menejerebisagan
moiTxovs TavianTi codnis gaRrmavebas, axali unar-Cvevebis SeZenas.
organizaciis saxeobisa da zomisagan damoukideblad, menejeri unda
flobdes codnas sam ZiriTad teqnikur, analitikur, komunikaciebis.
sferoebSi am codnis `siRrme~ aris damokidebuli marTvis doneze. ase
magaliTad, marTvis dabal doneze umTavresi aris teqnikuri codna,
marTvis umaRles doneze analitikuri, xolo yvela doneebze
komunikabelurobis Cvevebi.
adamianebma SeiZleba SeiZinon, rogorc teqnikuri, aseve komunika-
beluri da analitikuri Tvisebebi, magram yvelaze rTuli aris urTi-
erTobis kulturis damyareba.
teqnikuri Cvevebi, es aris adamianis SesaZlebloba, Seasrulos esa
Tu is samuSao. amdenad, Tu gaqvT finansuri dokumentis Sedgenis unari,
an kompiuteruli programis aTvisebis SesaZlebloba es adasturebs
pirovnebis teqnikur SesaZleblobebs. amasTan, rig kompaniebSi meneje-
rebi, romelTac ar gaaCniaT Sesabamisi teqnikuri codna, akontroleben
programistebis, inJinrebis an buRaltrebis saqmianobas.
es miiRweva im SemTxvevaSi, Tu maT gaaCniaT administraciuli an
mmarTvelobiTi Cvevebi. administraciuli Cvevebi aris umniSvnelovanesi
menejmentSi, radganac Carxze saqmianoba iZleva SesaZleblobas,
gamovavlinoT teqnikuri codna, magram is ar gvaZlevs administraciuli
codnis gamovlenis SesaZleblobas, maSin, rodesac saamqros
xelmZRvaneloba adasturebs im administraciuli Cvevebis arsebobas,
romlebic SesaZlebelia warmatebulad gamoyenebuli iqnas sxva, Tundac
restornebis biznesSi.
imisaTvis, rom sworad gavugoT sxva adamianebs da efeqtianad
ganvaxorcieloT maTTan urTierToba, aucilebelia komunikabelurobis
Cvevebis SeZena. menejmentSi es umTavresia, radganac nebismieri amocanis
gadawyveta aris damokidebuli adamianebTan urTierTobaze. erT-erTi
komunikabeluri Tviseba, romelic unda gaaCndes menejers, aris
urTierTobis kultura. es kultura iZleva SesaZleblobas kompaniis
SigniT vawarmooT mizanmimarTuli saqmianoba da davamyaroT firmis

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normaluri urTierToba gare samyarosTan. urTierTobis kultura
gulisxmobs ara marto sakuTari azris dasabuTebas, aramed sxvisi azris
mosmenisa da gaziarebis SesaZleblobas.
kvalificiuri menejerisaTvis kargad aris cnobili komunikaciebis
arxebi an sainformacio SesaZleblobani. komunikaciis forma did
zegavlenas axdens Setyobinebis xasiaTze. aRniSnulidan gamomdinare is
SeiZleba sxvadasxva zepiri (piradi saubari, jgufuri Sekreba, sele-
qtoruli an satelevizio kavSirebi da sxva), an werilobiTi (E-mail;
werilebi) formiT ganxorcieldes.
samuSao dRis didi nawili Sedgeba zepiri urTierTobebisagan,
ukanaskneli aisaxeba saubarsa da mosmenis kulturaSi. amitomac aris,
rom Tanamedrove menejmentSi gamoiyeneba am formis erT-erTi iseTi
nairsaxeoba, rogoric aris `xalxSi siaruli~. mocemuli meTodis
gamoyenebiT, menejers uSualod eZleva SesaZlebloba, rom mosaubris
mimikebiT, JestebiT, emociebis gamoyenebiT Seafasos misi gadawyvetilebis
siswore. amasTan, zogierT SemTxvevaSi, rTuli kategoriis gadawyveti-
lebebis gadacemisaTvis mizanSewonilia, gamoyenebuli iqnas urTierTobis
weriTi forma, romelic iZleva SesaZleblobas, Tavidan aviciloT
uaryofiTi emociebi.
kvalificirebuli menejerebi martivi da rutinuli informaciis
gadacemis mizniT, agreTve rTul da araordinalur situaciaSi, iyeneben
weriT Setyobinebebs. am tipis Setyobinebebs didi mniSvneloba gaaCnia
kompaniis imijis foemirebis procesSic. werilebi, pres-relizebi,
sareklamo broSurebi da sxva zemoqmedebs kompaniis imijze. weriTi
formiT Setyobinebis formirebis procesSi mniSvnelovania Semdegi:
 Setyobineba unda iTvaliswinebdes im auditoris specifikas,
romelzec is aris orientirebuli. sabavSvo Jurnalis gamocema moiTxovs
samecniero kvlevisagan gansxvavebul weriT stils, xolo saprezentacio
broSura unda iyos orientirebuli momxmarebelTa farTo auditoriaze.
amdenad, pirvel SemTxvevaSi unda davimsaxuroT bavSvTa, meoreSi –
mecnierebis simpaTiebi, xolo mesameSi unda davarwmunoT myidvelebi.
 Setyobineba unda iyos mkafio da gasagebi. grZeli, gaumarTleblad
rTuli winadadebebi, rogorc wesi, aZneleben kiTxvas da arTuleben
ZiriTadi Sinaarsis gagebas.
 unda daveyrdnoT faqtebs. Tu gzavnili ar aris sakmaod
argumentirebuli, is uintereso aRmoCndeba msmenelisaTvis da
auditoria mas mikerZoebulad miiCnevs.

VIII. 2. analitikuri Cvevebis roli marTvaSi

menejerebisaTvis mTavari prioriteti aris analitikuri azrovneba, maT

mTlianobaSi unda dainaxon organizacia da misi calkeuli nawilebis
urTierTmoqmedeba. analitikuri azrovnebisaTvis aucilebelia info-
rmaciis damuSaveba da analizi, fuZemdebluri principebis SemuSaveba,
urTierTkavSiris dadgena, siZneleebis da xelisSemwyobi faqtorebis
gamovlena, gadawyvetilebebis miReba.
mmarTvelTa saqmianobaSi gadawyvetilebis miReba aris sakvanZo
momenti, romelic miiReba analitikuri azrovnebis Sedegad. mecnierTa

164
gamokvlevebi cxadyofen, rom gadawyvetilebis miReba moicavs eqvs
ZiriTad etaps.35
1. gadawyvetilebis miRebis aucileblobis gamovlenas _ menejerebi
uwyvetliv akontroleben organizaciis SigniT da gareT arsebul
mdgomareobas im mizniT, rom ar dauSvan is eqstremaluri mdgomareoba,
romelic Semdgom moiTxovs ara etapur, aramed operatiul gadawyvetas.
2. warmoqmnili problemis analizi da SesaZleblobis aTviseba _
menejerebi gansazRvraven im pirobebs, romelsac unda pasuxobdes
gadawyvetileba momavalSi.
3. arsebuli alternativebis Seswavla _ menejerebi SeimuSaveben
gadawyvetilebaTa ramdenime variants.
4. sasurveli alternativis SerCeva _ alternativebis dadebiTi da
uaryofiTi mxareebis analizis Semdeg, menejerebi arCeven yvelaze
optimalur variants, romelic SeiZleba Seadgendes ramdenime
alternativis kombinacias.
5. arsebuli gadawyvetilebis realizacia _ safuZvliani analizisa da
dagegmvis Semdeg, menejerebi TavianT gadawyvetilebebs nergaven
cxovrebaSi.
6. miRebuli Sedegebis Sefaseba _ menejerebi afaseben TavianTi
gadawyvetilebis Sedegebs imisaTvis, raTa darwmundnen Tu ramdenad
pasuxobs maT mier SerCeuli gadawyvetileba dasmul mizans.
gadawyvetilebis miRebis obieqturad SerCeuli meTodi ar iZleva
swori gadawyvetilebis garantias. mmarTvelobiTi gadawyvetilebani
SeiZleba iyos ori tipis: programirebadi – es is gadawyvetilebebia,
romlebic miiReba winaswar cnobili standartuli situaciis
ganmeorebiT da araprogramirebadi _ es aris unikaluri gadawyve-
tilebani, romlebic ar gamomdinareoben standartuli situaciidan da ar
meordebian.
arsebobs gadawyvetilebaTa miRebis oTxi ZiriTadi piroba: 1. rodesac
menejerebs gaaCniaT informacia srulad, ris gamoc amocanis gadawyvetis
SesaZlebloba realuria. 2) informacia aris arasruli, ris gamoc
misaReb gadawyvetilebaSi Warbobs riskis faqtori. 3) informacia imdenad
arasrulia, rom gadawyvetilebaSi igrZnoba dasabuTebis dabali done.
4)menejerebis winaSe dgas gaurkveveli da bundovani amocanebi, cudad
aris gansazRvruli alternativebi, srulad ar aris warmodgenili
informacia didia imis albaToba, rom gadawyvetilebebi iqneba
warumatebeli, radganac isini miiReba saeWvo winapirobebis arsebobis
SemTxvevaSi.

VIII. 3. marTvis procesi

menejerebs, maTi Tanamdebobebidan gamomdinare, gaaCniaT erTi da igive

funqciebi. yvelaze martivi tipis organizaciaSi menejerebi ewevian
dagegmvas, wyveten saorganizacio sakiTxebs, kontrols. amdenad, marTvis
procesi moicavs: dagegmvas, organizacias, ganxorcielebas da kontrols.
dagegmva aris marTvis ZiriTadi funqcia, romelzec damokidebulia
sxva funqiebis Sesruleba. dagegmvis erT-erTi mniSvnelovani aspeqti aris
amosavali monacemebis safuZvliani analizi. am funqciis Sesruleba
menejerisgan moiTxovs analitikur azrovnebas.

35
Ricki W. Griffin. Managment. 3 rd. ed. Boston: Houghton Mifflin, 1990, 131-137

165
 organizaciis daniSnuleba aris misi generaluri miznis realizacia.
generaluri mizani mokled Camoyalibebulia organizaciis devizSi. ase
magaliTad, firma `motorolas mizania sazogadoebrivi moTxovnilebis
Rirseuli dakmayofileba, momxmarebelTa zomier fasebSi umaRlesi
xarisxis produqciiT momsaxureba~. [138, p.90-91].
dagegmvis procesSi kompaniis daniSnuleba unda aisaxos mis miznebSi
da amocanebSi, miznebis qveS igulisxmeba organizaciis strategiuli,
grZelvadiani xolo amocanebi aris konkretuli, moklevadiani
orientirebi. im aucilebeli RonisZiebebis erToblioba, romelic qmnis
organizaciis miznebisa da amocanebis realizaciis SesaZleblobas,
aisaxeba dagegmvaSi. amdenad, dagegmva aris organizaciis miznebisa da
amocanebis realizaciis procesi.
miznebi pirobiTad SeiZleba davyoT ramdenime doned. umaRlesi donis
menejerebi gansazRvraven organizaciis im strategiul miznebs, romlebic
exeba kompaniis mTlianad ganviTarebas. es miznebi moicavs 8 ZiriTad
sferos:
1. bazars;
2. axali produqciis Seqmnas da siaxleebis danergvas;
3. adamianur resursebs;
4. safinanso resursebs;
5. materialur resursebs;
6. Sromis nayofierebas;
7. socialur pasuxismgeblobas;
8. mogebas.
saSualo donis menejerebi adgenen im amocanebs, romelic exeba
qveganayofebis saqmianobas. amdenad, strategiuli amocanebis
gadasawyvetad isini qmnian winapirobebs. dabali donis menejerebi
adgenen im operatiul amocanebs, romlebic exeba firmis mimidnare
sakiTxebis gadawyvetas. isini gansazRvraven organizaciis taqtikuri da
strategiuli amocanebis gadawyvetis SesaZleblobebs.
mizani ar warmoadgens Sedegs, aramed aris Sedegis miRwevis
saSualeba. amdenad, calkeul doneebze dasmuli miznebis realizacia
SeiZleba yovelTvis aisaxos organizaciis mTavar mizanSi. aq
aucielebelia miznebis realizaciis koordinireba. operatiuli miznebis
realizacia unda pasuxobdes taqtikur amocanebs da es ukanaskneli _
strategiuls.
mas Semdeg, rac gansazRvrulia ZiriTadi miznebi, aucilebeli xdeba
am miznebis realizaciis dagegmva. yovel mizans Seesabameba gegmis
Sesabamisi done. esenia: strategiuli, taqtikuri da operatiuli gegmebi.
strategiuli gegemebi aris orientirebuli strategiuli miznebis
miRwevaze, isini, rogorc wesi ganisazRvreba xangrZlivi periodiT da
moicvaven oridan xuT wels. am tipis gegmebs direqtorTa sabWosTan
SeTanxmebiT SeimuSaveben umaRlesi donis menejerebi.
taqtikuri gegmebi gamiznulia taqtikuri miznebis realizaciasa da
strategiuli gegmebis mxardaWeraze. maT SeimuSaveben saSualo donis
menejerebi, dabali donis menejerebTan SeTanxmebiT da warudgenen
marTvis umaRles rgolebs.
operatiuli gegmebi aris mimarTuli operatiuli miznebis
realizaciaze da taqtikuri gegmebis mxardaWeraze. operatiuli gegmebi
moicavs erT wlamde periods. maT SeimuSaveben umaRlesi donis
menejerebi saSualo donis menejerebTan SeTanxmebiT.

166
 rodesac saaTebis mwarmoebeli kompania `taimeksis~ xelmZRvaneloba
moxvda, rom momxmarebeli upiratesobas aniWebs stils, saqonlis
gamZleobas SedarebiT, man SeimuSava kompaniis saqmianobis axali stra-
tegiuli mizani, romelic mdgomareobda, bazarze im xvedriTi wilis
dabrunebaSi, romelic daikava konkurentma firma `svoCma~. am amocanis
gadawyvetas Tan axla im momxmareblis dabrunebis strategiuli gegmis
SemuSaveba, romelic upiratesobas aniWebs modas da janmrTelobas.
`taimeksis~ menejerebma dasaxes strategiuli mizani _ moyvaruli
sportsmenebis mozidva da taqtikuri gegma _ am tipis sportsmenebis
moTxovnebis Seswavla. ZiriTadi amocana moicavda im sportsmenebisaTvis
saaTebis gamoSvebas, romlebic afiqsireben dros curvis, sirbilis Tu
avtorbolis procesSi. kompaniam miznebisa da dagegmvis aseTi SexamebiT
miaRwia produqciis realizaciisa da mogebis zrdis mniSvnelovan
warmatebas dargSi.
sqematurad es procesi SesaZlebelia warmovidginoT Semdegi saxiT:

ZiriTadi mizani:
mogebis miReba

strategiuli gegma:
strategiuli mizani: umaRlesi donis im axalgazrda
bazarze xvedriTi wilis mmarTvelebi momxmareblebis mozidva,
aRdgena romlebic
orientirebulni arian
janmrTelobis dacvaze da
modaze

taqtikuri mizani: saSualo donis taqtikuri gegma:

sportsmenebis mozidva mmarTvelebi sportsmenebis
gamokiTxva,
maTi moTxovnebis
Seswavla

operatiuli mizani:
im saaTebis gamoSveba, dabali donis operatiuli gegma
romlebic pasuxoben mmarTvelebi tratlonis moyvarulTa
sportsmenebis moTxovnebs saaTebis gamoSveba

naxati #11
VIII. 4. organizaciuli funqcia

organizaciuli funqcia, iseve rogorc dagegmva menejerebisagan

moiTxovs analitikuri codnis Tavisufali gamoyenebis gamovlenis unars.
organizaciuli saqmianoba moicavs gegmebis Sesrulebis mizniT,
resursebis gamoyenebis process.
saqmianobis am stadiaze menejerebma unda gaiTvaliswinon is, Tu
ramdenad sworad SeZleben maT mier SerCeuli muSakebi dasmuli amocanis
gadawyvetas.
mTavari problema, romelsac awydeba menejeri dasmuli miznebis da
amocanebis realizaciis procesSi, aris organizaciis saStato erTe-
ulebiT swori dakompleqteba.
ukanasknel periodSi amocanebisa da miznebis realizaciisaTvis
gamoiyeneba e.w. gunduri muSaobis meTodi. gundi es aris adamianebis

167
erToba, romelic iqmneba saerTo amocanebis gadawyvetis mizniT. gundebi
SeiZleba iyos formaluri, mudmivi (romelic iqmneba organizaciis
struqturuli nawilis formiT) da araformaluri. gundebi aris marTvis
efeqtiani berketi. isini uzrunvelyofen muSakebis marTvis procesSi
uSualo monawileobas, zrdian maTi gavlenis sferos, radganac gundis
meSveobiT, informacia sxvadasxva donis menejerebs gadaecema. muSaobis
gunduri principi zrdis Sromis nayofierebas, materialurad da
moralurad astimulirebs muSakebis moTxovnebs, aumjobesebs produqciis
xarisxs. momuSaveTa ufleba-movaleobebis gafarToeba uzrunvelyofs
organizaciis moqnilobas. menejmentSi damkvidrda mosazreba, rom
marTvis TvalsazrisiT gundi Seicavs gacilebiT ufro did potencials,
vidre individualuri menejeri, Tundac geniosi. [112, p.10].
marTvis umaRles doneze ganisazRvreba firmis organizaciuli
struqtura da umaRlesi donis menejerebis Statebi. saSualo donis
menejerebi axdenen firmis erT-erTi qveganayofis doneze imave funqciebis
Sesrulebas.
marTvis organizaciis procesi aris sTuli, radganac is dinamiuri
da cvalebadia, dakavSirebulia kadrebis denadobasTan, rac iwvevs
arastabilurobis gancdas, mowyobiloba moiTxovs ganaxlebas, icvleba
momxmarebelTa moTxovnebic, rac aZlierebs organizaciis inovaciur
ltolvas. did zegavlenas axdens marTvis procesze qveyanaSi
warmoqmnili axali politikuri da ekonomikuri realobebi, rac xSir
SemTxvevaSi iwvevs warmoebis Semcirebas an piriqiT astimulirebs mas. am
obieqturi pirobebis gaTvaliswinebiT, menejmentis organizaciuli
funqcia amouwuravia.

VIII. 5. xelmZRvanelobis funqciebi

organizaciuli procesis ganxorcieleba dakavSirebulia mraval

funqciasTan, romelTa Sesruleba uwvevs im menejers, romelsac gaaCnia
warsulSi sxvadasxva saxis gamocdileba, individualur interesTa wre,
mizanmimarTuloba. imisaTvis, rom gundis efeqtiani marTvis mizniT
organizacia gaerTiandes, menejerebma aucilebelia, aiTvison
mmarTvelobiTi saqminaobis mesame forma – xelmZRvaneloba. xe-
lmZRvaneloba es rTuli funqciaa, romlis ZiriTadi mizania moaxdinos
adamianebis efeqtiani da mizanmimarTuli saqmianobis koordinireba.
xelmZRvaneloba dakavSirebulia menejeris komunikaciur TvisebebTan.
xelmZRvaneloba Sedgeba ori urTierTdakavSirebuli principisagan.
upirveles yovlisa, is moicavs motivacias anu im stimuls, romelic
aiZulebs muSaks, mTeli energia da xarjo Tavisi saqmianobis procesSi.
xelmZRvaneloba moiTxovs damrigeblobas, rodesac xelmZRvaneli
aswavlis muSaks Tu rogor Seasrulos man mocemuli davaleba. amasTan,
axdens Sromis procesisadmi sakuTari midgomebis demonstrirebas.
xelmZRvanelobis Seswavlis sxvadasxva etapze, mecnierebi awarmoebdnen
dakvirvebas saukeTeso xelmZRvanelebis pirad Tvisebebze. amasTan,
bolomde Seuswavleli darCa pirad Tvisebebsa da xelmZRvanelobas
Soris arsebuli kavSiri. praqtikam daadastura, rom nebismieri individis,
rogorc xelmZRvanelis, warmateba damokidebulia im konkretul
garemoze, romelSic mas uxdeba gadawyvetilebebis miReba. [283, p.9]
mecnierebis dakvirvebebis Sedegad, lideris Tvisebebis garSemo gakeTda
mniSvnelovani daskvnebi. xelmZRvanelobis tradiciuli warmodgena

168
ukavSirdeba Semdegi saxis qmedebas: 1) muSakis waxalisebas mocemuli
samuSaos Sesrulebis mizniT. 2) iseTi struqturis organizacias, sadac
mkafiod aris warmodgenili muSakis roli da amocanebi. 3) pirdapiri
kavSiris damyarebas muSakis materialur waxalisebas da miznis miRwevas
Soris. es midgoma xasiaTdeba e.w. regulirebadi xelmZRvanelobiT.
efeqturi xelmZRvaneloba ar Semoifargleba mxolod tradiciuli
midgomebiT. gansakuTrebiT warmatebul xelmZRvanelebs SeuZliaT
daarwmunon muSakebi imaSi, rom maT SeuZliaT, gaakeTon imaze meti, vidre
moeTxovebaT. aseT midgomas ewodeba gardasaxviTi xelmZRvaneloba da
masSi dominirebs qarizmi, individualizmi da inteleqtualuri
stimulireba. [214, pp.506-508].
imisaTvis, rom efeqtianad vuxelmZRvaneloT, aucilebelia, rogorc
efeqtiani regulireba, aseve aqtiuri gardaqmnebi. menejerTa daskvnebiT,
namdvili xelmZRvanelebi yuradRebis koncentrirebas axdenen im
ZiriTad problemebze, romelic SemdgomSi xdeba maT mier dasmuli
amocanebis gadawyvetis STagonebis wyaro. is TanamSromlebi, romlebic
saqmianoben maRali idealebis mqone adamianebTan, ukeT muSaoben, vidre
isini visac xelmZRvaneloben adamianebi, romelTac ar axasiaTebT
mizanmimarTuleba. namdvil liders unda gaaCndes imis unari, rom
gagebiT moekidos sakuTar warumateblobebs, gamoavlinos axali
SesaZleblobebi, is unda iyos mudmiv ZiebaSi.
xelmZRvanelis warmatebisaTvis gadamwyveti mniSvneloba gaaCnia
xelmZRvanelobis stils. yvela menejers gaaCnia xelmZRvanelobis
individualuri stili. ganasxvaveben xelmZRvanelobis sam yvelaze
gavrcelebul _ avtoritatul, demokratiul da Caurevlobis stils.
marTvis avtoritatuli stili niSnavs erTi piris mier Zaluflebis
koncentraciasa da marTvis procesSi sxva pirebs ignorirebas. aseTi
tipis mmarTvelebi SeuniRbavad iyeneben maT uflebebs, marTvis process
axorcieleben brZanebebis saxiT. marTvis aseTi stili efeqtiania maSin,
rodesac gadawyvetilebebi unda miReul iqnes dauyovnebliv, amasTan es
stili gamoricxavs am gadawyvetilbebis irgvliv konsultaciebs.
xelmZRvanels am tipis gadawyvetilebaTa miRebisaTvis unda gaaCndes
sruli informacia. marTvis am stils gaaCnia uaryofiTi Tvisebebic.
TanamSromlebis azris ignorireba, maTi mosazrebebis gauTvali-
swinebloba axSobs SromiTi koleqtivebis iniciativas, zRudavs enTu-
ziazmis gamoyenebis SesaZleblobebs. amasTan, dResac zogierTi menejeri
am marTvis stils normalurad miiCnevs.
demokratiuli stilis dros xdeba marTvis funqciebis delegireba
ierarqiis yvela donis mixedviT. muSakebi aqtiurad Rebuloben
monawileobas gadawyvetilebaTa miRebis procesSi. es stili gulisxmobs
marTvis procesze zedapirul zegavlenas, radganac didia muSakebis
profesionalizmisadmi ndobis votumi. am stils gaaCnia naklovanebanic:
xangrZlivi diskusiebis Sedegad koleqtivi nela akeTebs daskvnebs
gadasawyveti problemebis irgvliv. damoukideblobis maRali xarisxis
gamo, menejeri xSir SemTxvevaSi nawilobriv kargavs kontrols
TanamSromlebze.
Caurevlobis stili modificirebulad warmosdgeba smitiseuli
`Laissez faire’’_ sagan. am frangulma sityvam dasabami misca `Laissez-faire sryle~-
is arsebobas, is iTargmneba, rogorc `xelebi gaswi~ an ufro zustad
`Caurevloba~, xelmZRvaneli ar ereva qveSevrdomebis saqmianobaSi. is
gvevlineba, rogorc konsultanti, iTvaliswinebs qveSevrdomebis ideebs,

169
mxolod aucileblobis SemTxvevaSi gamoTqvams Tavis mosazrebebs. aseTi
midgoma astimulirebs muSakebs meti Semoqmedebisadmi. amasTanave
metismeti ndoba, rig SemTxvevaSi iZleva ukuSedegs. miuxedavad amisa, es
stili dRes aqtiurad gamoiyeneba da is asaxavs `koleqtivTan erTad~
xelmZRvanelobis process.
personalis marTvis amerikuli sazogadoebis prezidentis ronald
polenzos azriT, `dRevandeli muSebi isini ar arian, rac iyvnen
warsulSi. isini ufro metad ganaTlebulebi, damoukideblebi da
Segnebulebi arian. cdiloben, TaviTon marTon Sromis procesi. es im
xelmZRvanelisagan, romelic cdilobs miaRwios dadebiT Sedegebs,
moiTxovs iseT midgomas, rodesac qveSevrdomebi Rebuloben ufro aqtiur
monawileobas gadawyvetilebaTa miRebis procesSi. `mikrosoftis~
kompaniis prezidentis bil geitsis gamocdileba gviCvenebs, rom samive
xelmZRvanelobis stili aris misaRebi konkretuli situaciidan
gamomdinare, magram maT ar gaaCniaT universaluri Tvisebebi, rom
mivusadagoT yvela pirobas.
xelmZRvanelobis stili sqematurad warmosdgeba Semdegi saxiT
(naxati #12)
naxati #12

mmarTvelebze orientirebuli xelmZRvaneloba Semsruleblebze orientirebuli xelmZRvaneloba

Semsrulebl
mmarTvelis ebisaTvis
mier moqmedebis
xelisufleb Tavisufleb
is a
gamoyeneba
mmarTveli mmarTveli xelmZRvane mmarTveli xelmZRvane xelmZRvan xelmZRvane
iRebs darwmunebu li gvTavazobs li eli li aZlevs
gadawyvetil lia Tavisi ayalibebs gadawyvetil ayalibebs ayalibebs Tavisufleb
ebas da gadawyvetil ideebs da ebaTa problemeb moTxovne as
axmovanebs ebis SeuZlia, variants, s, bs da gadawyvetil
mas. sisworeSi. gasces romelic ismens gvTavazo ebis miRebis
pasuxi SeiZleba winada bs procesSi.
dasmul Seicvalos. debebs, gadawyvet ayalibebs
SekiTxvebze. Rebulobs ilebebis amocanas.
gadawyve koleqtiu
tilebebs. r miRebas.

naxati # 12 xelmZRvanelobis stili

arc erTi xelmZRvaneli ar iyenebs mudmivad erT da imave stils.

yoveli realuri situacia moiTxovs stilSi individualizms. saukeTeso
midgomis SerCeva damokidebulia, aris xelmZRvanelis pirovnul
Tvisebebze, muSebis profesiul ostatobasa da im problemebis
sirTuleze, romlebic gadasawyvetia. xelmZRvanelobis principebis
misadagebas biznesis mimdinare moTxovnebisadmi ewodeba situaciuri
marTva an marTva gauTvaliswinebeli movlenebis ganWvretiT. es midgoma
ufro efeqtiania, vidre marTvis erTi, romelime stilis gamoyeneba.
is kompania, romelic sistematurad iTvaliswinebs koleqtivis azrs
iyenebs koleqtiuri marTvis meTods, rogorc wesi is warmatebulia. es ar
aris is marTvis stili, romelic axasiaTebs calke aRebul
xelmZRvanels, aramed is saerTo midgomaa, romelic axasiaTebs
organizacias. es midgoma farTod gamoiyeneba iaponiasa da ukanasknel

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wlebSi, amerikul kompaniebSi. es meTodi efeqtiania im SemTxvevaSi,
rodesac muSakebs maRali kvalifikacia, codna da gamocdileba gaaCniaT.
koleqtiuri marTvis meTodi iZleva pozitiur Sedegebs maSin, rodesac
xelmZRvanels gaaCnia unari, sworad warmarTos koleqtivis saerTo
amocanebis gadasawyvetad Tavisi Zalisxmeva. koleqtivis erToblivi
marTva mniSvnelovnad masSi, aumjobesebs mikroklimats urTierTobebs,
magram misi ZiriTadi Rirebuleba mdgomareobs imaSi, rom is amaRlebs
Sromis nayofierebas, produqciis xarisxs da amcirebs danaxarjebs.
kompania `xerman mileris~ prezidents, maqs depris koleqtivis
erToblivi marTva yvelaze efeqtian meTodad miaCnia. misi firmis yvela
muSam icis warmatebebisa da problemebis mizezebi. kompaniaSi
astimulireben informaciis Ria da Tavisufal gacvlas. nebismier muSas
aqvs ufleba, gauziaros xelmZRvanelobas misi miRwevebi Tu problemebi.
menejerebs miaCniaT, rom kompaniaSi unda dominirebdes Tanabari
uflebebi, amitom aris, rom kompania icavs TiToeul muSaks
konkurentebis Tavdasxmisagan, garda amisa izRudeba xelmZRvanelebis
xelfasi, is mxolod mcirediT aRemateba firmis muSakis saSualo
xelfass. muSakebi yovelkvartalurad, mogebis zrdis xarjze, Rebuloben
premiebs. aseTi mmarTvelobis Sedegi aisaxeba imaSi, rom kompaniaSi
minimaluria kadrebis denadoba, cotaa gacdenebi, mcirdeba danaxarjebi,
izrdeba mogeba. [184, p.37-42].

VIII. 6. kontrolis funqcia

menejmentSi kontroli aris imaze dakvirveba,Tu rogor moZraobs

kompania dasaxuli miznebisaken, miznebisa da amocanebis cvlilebis
Sesabamisad misi kursis gadasinjva da koreqtireba. imisaTvis, rom
SevadaroT kompaniis mier miRweuli maCveneblebi im Sedegebs, romelTa
miRwevasac is gegmavda, kompaniis menejerebi iyeneben TavianT codnasa da
gamocdilebas. am SemTxvevaSi, rodesac Sedegebi aris mosalodnelze
bevrad uaresi, kontroli iZleva aucilebeli koleqtivebis Seqmnis
SesaZleblobas.
mmarTvelebi kompaniis saqmianobas afaseben im angariSebidan
gamomdinare, romelsac isini Rebuloben marTvis sxvadasxva ierarqiis
doneze. miznebidan da amocanebidan gamomdinare, gansazRvraven
orientirebs da amis Sedegad SeaqvT koreqtivebi kompaniis strategiaSi.
amdenad, kontrolis procesSi xdeba marTvis sami funqciis Serwyma:
kontroli uSualo kavSirSia dagegmvis funqciasTan. strategiuli
gegma iZleva SesaZleblobas, davadginoT organizaciis SigniT da gareT
mimdinare cvlilebebi. is aZlevs menejerebs SesaZleblobas, gansazRvron
Tu ramdenad sworad sruldeba winaswar dadgenili strategia. im
SemTxvevaSi Tu kompania sistematiurad axorcielebs kontrols,
SesaZlebeli xdeba adreul etapze gamovavlinoT Secdomebi da
aRmofxvraT isini.
kontrolis procesi aris cikluri, romelic moicavs
xelmZRvanelobis yvela dones. is Sedgeba oTxi stadiisagan (ix. nax.# 13).
pirvel stadiaze umaRlesi donis mmarTvelebi adgenen standartebs,
anu organizaciis saqmianobis Sefasebis kriteriumebs. is standartebi,
romlebic gamoiyeneba kontrolisaTvis unda iyos mWidrod
dakavSirebuli strategiul miznebTan.

171
 strategiuli miznebis
dadgena

standartebis saqmianobis
dadgena Sefaseba

standartebis
Sefaseba saqmianobis
koreqtireba

Sefasebis saqmianobis
SemTxvevaSi, Sedegebis
standartebisa da standartebTan
saqmianobis Sedareba
koreqtireba

nax. #13 kontrolis procesi.

standartebi is sagegmo davalebebia, romelTa Sesrulebas gegmavs

kompania. garda amisa, standartebs SeiZleba mivakuTvnoT arasagegmo
davalebani, romlebic did zegavlenas axdens warmoeba-realizaciis
procesebze.
jeims keizim Tavisi kompaniis saqmianoba daiwyo eqvsi damtarebliT
da ori velosipediT, rac safuZvlad daedo am sferoSi moRvawe
gigantur kompanias `iunaiTed persel serviss~. amas man miaRwia imis
safuZvelze, rom misi kompaniis ZiriTadi mizani gaxda klientebis
operatiuli momsaxureba. man daadgina damtarebelTa muSaobis mkacrad
kontrolirebadi standartebi. im 198 wesidan, romelic dadgenilia
kompaniaSi, aris iseTebi, rogoricaa: emociuri gawonasworebuloba,
momsaxure personalis gamorCeuli ieri, mZRolebs ekrZalebaT
klientebTan konfliqtebi, klientebis teritoriaze Tambaqos moweva da
sxva. [228, p.10].
sakontrolo ciklis meore stadiaze xdeba samianobis Sefaseba kompa-
niis yvela doneze. kompaniebi am dros iyeneben, rogorc raodenobriv
(raodenobrivi parametrebi), aseve xarisxobrivi (subieqturi) Sefasebebis
kriteriumebs. mesame stadiaze, saqmianobis realurad miRweul Sedegebs
vudarebT standartebs. menejerebi valdebulni arian, gamoavlinon
standartebidan yvela gadaxra da maTi aRmofxvris mizniT, dasaxon
qmediTi RonisZiebani. es SeiZleba moxdes ori gziT: unda Seicvalos
organizaciis saqmianoba an moxdes standartebis koreqtireba.

172
 kontrolis meore yvelaze gavrcelebuli meTodi aris miznobrivi
marTva. masSi gamoiyeneba ukve ganxiluli meTodi. nax # naCvenebia
miznebisa da amocanebis dadgenis miznobrivi marTvis fazebi . es fazebia:
I. pirvel fazaSi organizaciis saerTo strategiuli miznebi daiyvaneba
programis yvela monawilemde. es miznebi muSavdeba umaRlesi xel-
mZRvanelobis mier saSualo rgolis TanamonawileobiT.
II. meore fazaSi saSualo rgolis xelmZRvanelebi amocanebs
gansazRvraven dabali rgolis xelmZRvanelebs da zogjer muSebsac. amis
Semdeg organizaciis TiToeul wevrs, organizaciis miznebidan
gamomdinare, unda gaaCndes Tavisi individualuri gegma. es davalebebi
unda ganisazRvros werilobiT.
III. mesame fazaSi saSualo donis xelmZRvaneli awyobs Sexvedras
programis monawileebTan, sadac konkretuli amocanebidan gamomdinare
xdeba saqmianobis Sefaseba.
IV. meoTxe fazaSi yvela monawile periodulad (kvartalurad,
naxevarwliurad, wliurad) ikribeba, raTa Seafasos strategiuli
miznebis Sesrulebis done da es cikli amave periodulobiT meordeba.

VIII. 7. kompaniis marTva krizisul situaciebSi

yvela biznesis ZiriTadi mizani aris misi sicocxlisunarianobis

SenarCuneba da Semdgomi ganviTareba. amasTan, biznesis sferoSi mudmivad
Cndeba sxvadasxva tipis problemebi. kompaniis SigniT brZola
xelisuflebisaTvis, nakeTobis warumatebloba bazarze, stiqiuri
movlenebi da sxva gauTvaliswinebeli movlenebi, SeiZleba gaxdes
seriozuli krizisis safuZveli.
krizisul situaciebSi marTva, anu gauTvaliswinebeli problemebis
gadalaxva, bevrad gansazRvravs kompaniis momaval beds. ase magaliTad,
kompaniam `jonson da jonsonma~ orjer SeZlo im krizisuli situaciis
daZleva, romelic gamoiwvia mis mier gamoSvebuli preparatis
`tilenolis~ moxmarebam, romelmac adamianebSi masobrivi mowamvla
gamoiwvia. kompaniam mokle droSi amoiRo es preparati gayodvidan da
gaakeTa sazogadoebisaTvis sajaro ganmarteba am problemis irgvliv.
magram, praqtikaSi aris sapirispiro SemTxvevebic, rodesac kritikul
situaciaSi kompaniis moqmedeba Seqmnili mdgomareobis araadekvaturia.
ase moiqca kompania `xeinc kompani~. kritikul situaciaSi misma mcdarma
strategiam gamoiwvia kanadaSi arsebuli misi Svilobili kompaniis `star
kist fudsis~ saqmianobis SeCereba. `satar fudi~ iqna dadanaSaulebuli
erTi milioni cali gafuWebuli xorcis konservis realizaciaSi. am
produqciis realizacia kanadis sanitarulma samsaxurma Tavdapirvelad
SeaCera, xolo Semdgom, rac am saqmeSi Caeria kanadis mTavrobis maRali
rangis warmomadgeneli. am danaSaulebrivi saqmianobis presaSi
gaxmaurebis Semdeg kompania `xeincic~ da `star-kistic~ cdilobdnen am
faqtis damalvas, rac maT sakmaod Zviri daujdaT. maT jer dakarges
kanadis am produqciis bazris 50 procenti da Tavisi Semosavlebis 90
procenti, xolo Semdgom, 1989 wlidan, qveyanaSi ganviTarebulma
krizisulma movlenebma gamoiwvia `star kistis~ sabolood daxurva. [151,
p.p. 14-19].
is kompaniebi, romlebic ar emzadebian seriozulad kritikuli
situaciisaTvis, rogorc wesi, mTel rig Secdomebs uSveben. krizisul
situaciaSi yvelaze didi Secdoma aris: problemis seriozulobis

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gauTavisebloba an kompaniis mier am situaciis damalva. saboloo jamSi
kompania iZulebuli xdeba, aRiaros krizisi, rasac mohyveba naCqarevi da
cudad mofiqrebuli nabijebi.
specialistebis azriT, gadamwyveti mniSvneloba krizisis
daZlevisaTvis gaaCnia pirvel dReebs. upirveles yovlisa, aucilebelia
sazogadoebis da kompaniis TanamSromlebs ganumartoT krizisis Sinaarsi,
amavdroulad, unda SemuSavdes krizisis daZlevis strategia.
swori moqmedebis strategiis dadgena ara aris rTuli im
SemTxvevaSi, Tu kompaniis xelmZRvaneloba winaswar emzadeba krizisuli
situaciisaTvis. Tanamedrove kompaniebi krizisul situaciebTan
brZolisaTvis qmnian specialur gundebs. es aris kargad organizebuli
gamocdili muSakebiT dakompleqtebuli specialistebis jgufi, romelic
saqmianobis gaSlas iwyebs mxolod sagangebo situaciaSi. es gundebi
adgenen kompaniis yvelaze sust adgilebs, aanalizeben ganvlil
Secdomebs, amuSaveben siZneleTa daZlevis strategias. gundebi winaswar
axdenen SesaZlo siZneleebis variantebis prognozirebas, Sesabamisad,
gansazRvraven am situaciaSi moqmedebis gegmas. maT mier winaswar
Sedgenilia Cveulebrivi da krizisuli situaciisaTvis kompaniis
strategiuli miznebis realizaciis modeli. krizisuli situaciebisaTvis
yvelaze ufro kargad momzadebuli kompaniebi axdenen am situaciis
daZlevis imitirebas.
1992 wels los-anJelesSi momxdari masobrivi mRelvarebis dros (rac
gamoiwvia im oTxi TeTrkaniani policielis gamarTlebam, romlebic
fizikurad gauswordnen erT-erT zangs) kompania `arkos~ antikrizisuli
gundi mzad aRmoCnda muSaobisaTvis. am masobrivi areulobis pirobebSi
im 132 benzin gasamarT sadguris saqmianoba, romlebic areulobaTa
epicentrSi aRmoCndnen, krizisuli marTvis gegmaSi winaswar iyo
gawerili. miuxedavad imisa, rom gegma exeboda afeTqebis, miwisZvris,
xanZris, stiqiuri ubedurebis SemTxvevebs, kompania `arkos~ antikri-
zisulma jgufma is mcire koreqtirebiT aamoqmeda, riTac SeeZlo
SesaZlo zaralis sruli gakontroleba. [257, p.28]

mimoxilviTi SekiTxvebi:

1. ra mniSvneloba gaaCnia da ra igulisxmeba marTvaSi?

2. ratom aris komunikaciis unari esoden mniSvnelovani yvela
donis menejerisaTvis?
3. ratom aris biznesSi yvelaze mniSvnelovani adamianebTan
urTierToba?
4. rogoria gadawyvetilebaTa miRebis procesis ZiriTadi
elementebi?
5. riT gansxvavdeba erTmaneTisagan marTvis miznebi da amocanebi?
6. rogoria sakontrolo ciklis mniSvneloba kompaniis
saqmianobisaTvis?
7. ra igulismxmeba situaciur marTvaSi?
8. rogoria krizisul situaciaSi marTvis mizani?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. daaxasiaTeT marTvis sami done?

174
 marTvis umaRles dones ekisreba organizaciis mTlianobaSi
xelmZRvaneloba. marTvis saSualo done valdebulia, moaxdinos im amo-
canebis gadawyveta, romlebic dasaxulia umaRles doneze, operatiuli
mmarTvelebi axdenen qveSevrdomebis saqmianobis koordi-nacias.
2. CamoTvaleT marTvis procesis oTxi safexuri?
es safexurebia: dagegmva, organizacia, xelmZRvaneloba da kontroli.
3. riT gansxvavdeba erTmaneTisagan strategiuli, taqtikuri da
operatiuli gegmebi?
strategiul gegmebs amuSaveben umaRlesi donis menejerebi oridan
xuTi wlis vadiT. amis Semdgom muSavdeba taqtikuri gegmebi, romlebic
taqnikuri miznebis misaRwevad da strategiuli gegmebis mxardasaWerad
aris gamiznuli. isini moicaven erTidan sam wlamde periods, xolo
operatiuli gegmebi operatiuli miznebis misaRwevad da taqtikuri
gegmebis mxardasaWerad gamiznulia. isini moicaven erT wlamde periods
da muSavdeba marTvis qveda doneebze.
4. daaxasiaTeT momuSaveTa Statebis dakompleqteba, rogorc
sammarTvelo saqmianobis ZiriTadi elementebi.
Statebis dakompleqteba es aris kadrebis SerCevis da samuSaoze
miRebis procesi. is moicavs xelfasis zomis dadgenas, momuSaveTa
swavlebas da maTi saqmianobis Sefasebas.
5. dagvixasiaTeT xelmZRvanelobis sami stili?
xelmZRvanelobis stilebia: avtoritaruli, demokratiuli da
Caurevloba, TiToeuli misaRebia konkretul situaciaSi. avtioritaruli
gamoyeneba maSin, rodesac gadawyvetileba misaRebia operatiulad;
demokratiuli, rodesac gadawyvetilebis miRebaSi sasurvelia
TanamSromlebis monawileoba. Caurevlobis stili gamoyeneba maSin,
rodesac aucilebelia Semoqmedebis waxaliseba. miuxedavad qcevis am sami
stilis sxvaobisa, xelmZRvaneli TiToeuli maTgans situaciidan
gamomdinare iyenebs.
6. CamogviTvaleT kontrolis procesis oTxi etapi?
es etapebia: 1) organizaciis strategiuli miznebidan gamomdinare
strategiebis SemuSaveba. 2) saqmianobis faqtiuri Sedegebis Sefaseba, 3) am
Sedegebis Sedareba dadgenil standartebTan; 4) makoreqtirebeli zomebis
miReba.
7. CamogviTvaleT is zomebi, romelsac kompaniebi mimarTaven krizisul
situaciaSi?
es zomebia: I. gavacnoT muSakebs da sazogadoebas problemis
Sinaarsi; II. SevecadoT warmoqmnili problemis marTvas; III. SevqmnaT
kritikul situaciebze swrafi reagirebis jgufi, IV. SevimuSaoT
krizisul situaciebSi moqmedebis gegma; V. movaxdinoT situaciis
imitirebis gziT problemebis gadawyvetis demonstrireba.

175
 Tavi IX
biznesis organizaciuli struqtura

mewarmeoba sazogadoebis ganviTarebis

sakvanZo fenomenia.

i. Sumpeteri

ekonomikur problemebs arasworad

gadmoscemen, rodesac isini ganxilulia
mxolod statikuri wonasworobis
(moTxovnisa da miwodebis) TvalsazrisiT
da ara ekonomikis organuli zrdis
poziciebidan.

a. marSali

am TavSi Tqven gaecnobiT:

1.biznesis organiza- 2.struqturuli qveda- 3.araformalur orga-

ciuli struqturis nayofebis organi- nizaciul struqturas;
Seqmnis mizans; fo- zacias; gundebis fo- korporaciul kultu-
rmalur organizaci- rmirebis principebs; ras; Sida safirmo urTi-
ul struqturas; ve- matricas; qsels; ho- erTobaTa sistemas; pi-
rtikalur struqtu- rizontalur stru-
radi kavSirebis gafa-
ras, xazobriv-Stabur qturas.
organizacias; marTvis rToebas.
normas; centraliz-
acias da decentrali-
zacias.

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 IX. 1. biznesis organizaciuli struqturis arsi da mniSvneloba

kompaniis strategia efuZvneba mis organizacias. maSin, rodesac strategiuli dagegmva gansazRvravs ra
unda gaakeTos kompaniam, organizaciuli struqtura adgens, Tu ra raodenobis resursebia saWiro dasmuli
amocanis gadasawyvetad. rogorc aRiniSna, organizacia aris adamianTa jgufi, romelTa Soris urTierTkavSiri
ganisazRvreba saerTo mizniT.
organizacia muSaobs gamarTulad im SemTxvevaSi Tu arsebobs xelisuflebis balansi. xelisuflebis
balansis ZiriTadi kanonis Sesabamisad `a~ piris zemoqmedebis done `b~ pirze ganisazRvreba `b~ piris `a~ pirze
damokidebulebis doniT. xelisuflebis balansis sqema warmodgenilia nax. #14 _ Si.

xelmZRvanelis xelisufleba qveSevrdomis damokidebuleba

qveSevrdomze xelmZRvanelze

qveSevrdomis
damokidebuleba xelmZRvanelis
xelmZRvanelze damokidebuleba
qveSevrdomze

nax. #14 xelisuflebis balansis sqema.

rogorc naxatidan Cans, xelmZRvanelis xelisuflebis amaRleba SesaZlebelia maSin, rodesac qveSevrdomis
damokidebuleba xelmZRvanelze izrdeba da piriqiT _ qveSevrdomebis xelisuflebis amaRleba qveSevrdomze
miiRweva maSin, rodesac izrdeba xelmZRvanelis damokidebuleba qveSevrdomebze. Tu xelmZRvanelis

177
damokidebuleba qveSevrdomis xelisuflebaze metia, vidre qveSevrdomisa _ xelmZRvanelis xeli-suflebaze,
maSin xelisuflebis balansi irRveva, rac aris organizaciaSi warmoqmnili mmarTvelobiTi disbalansis mizezi.
es rom ar moxdes, aucilebelia racionaluri organizaciuli struqturis danergva.
organizaciuli struqtura menejerebis mier gansazRvruli formaluri wesebis erTobaa, romelic
dadgenilia:
1.Sromis danawilebis Sedegad calkeul TanamSromelTa Sromis oficialuri davalebebis ganawilebisaTvis;
2. mmarTvelTa kontrolis sferos dadgenisa da qveSevrdomebis funqciebis gansazRvrisaTvis;
3. yvela im funqciis koordinatisaTvis, romelic aucilebelia organizaciis, rogorc erTiani meqanizmis
saqmianobisaTvis.
organizaciis struqturuli sqemebi erTi SexedviT msgavsia. amasTan, warmoebis specifikidan gamomdinare,
isini erTmaneTisagan gansxvavdebian. organizaciis struqturuli sqema gviCvenebs organizaciaSi marTvis
ierarqiis doneebs. masSi kargad aris warmodgenili is, Tu vin vis eqvemdebareba da vin vis winaSea
pasuxismgebeli. moxmarebis sagnebis mwarmoebeli msxvili kompaniis struqturuli sqema SeiZleba warmosdges
Semdegi saxiT (ix. nax. #15)

178
 direqtorTa sabWo

iuridiuli prezidenti
ganyofilebis
ufrosi

vice-prezidenti finansuri vice-prezidenti vice prezidenti

marketingis dargSi direqtori warmoebis dargSi produqciis
transportirebisa da
Senaxvis dargSi

gayidvebis menejeri menejeri menejeri mTavari menejeri

menejeri bazris sagareo warmoebis buRalteri safinanso menejeri menejeri
Seswavlis kavSiris informaci- dagegmvaSi transportis produqciis
dargSi ,reklamis, uli dargSi Senaxvis
saqonlis sistemis dargSi
winsvlis dargSi
dargSi
menejeri warmoebis
dargSi

dilexebis SekveTebis pirdapiri

xelmZRvaneli xelmZRvaneli miyidvis sagareo Sesyidvebis saproeqto xarisxis
samsaxuris ganyofilebis ganyofilebis sakonstruqt kontrolis
xelmZRvaneli ufrosi gamge oro ganyofilebis
ganyofilebis gamge
gamge

prognozirebis fasebis konkurenciis

samsaxuris analizis analizis
xelmZRvaneli samsaxuris samsaxuris
xelmZRvaneli xelmZRvaneli

saqonlis sazogadoeb reklamis

winsvlis asTan samsaxuris
menejeri urTierTob menejeri
is
menejeri

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 naxati 15. msxvili kompaniis struqturuli sqema

organizaciuli struqtura iZleva SesaZleblobas, rom TiToeulma muSakma

gaiTavisos misi adgili kompaniaSi da miiRos materialuri da moraluri
stimuli mis mier kompaniis saqmianobaSi Setanili wvlilisagan. amasTan,
aseTi struqtura aris pirdapiri gza, gadavideT strategiuli dagegmvidan
mis realizaciaze. amdenad, organizaciuli struqturis gareSe
SeuZlebelia muSakebis saqmianobis koordinacia da saukeTesod Sedgenili
gegmebic ki ararealizebuli darCeba. msoflioSi nebismier kompanias
gaTavisebuli aqvs is, rom racionaluri organizaciuli struqtura
konkurentul brZolaSi did upiratesobas iZleva.
amis naTeli magaliTia kompania `megre~, romelic specializdeba
sastumro da sarestorne biznesze. Zmebma megreliSvilebma es biznesi
daiwyes 1995 wels da maTi warmateba dakavSirebuli iyo im codnasTan,
romelic maT gaaCndaT sastumro da sarestorne biznesis sferoebSi. maTi
firmis organizaciuli struqtura agebulia ojaxuri biznesis principebze,
sadac Zmebi da maTi Svilebi momsaxurebas warmoebis da marTvis procesSi
erToblivad monawileoben. kompaniis warmateba gansazRvrulia imiT, rom
masSi TiToeuli muSaki cdilobs Tavisi saqme saukeTesod Seasrulos.
kompania `megre~-s warmatebis ZiriTadi faqtori aris is
organizaciuli struqtura, romelic qmediTunariania. is Semdegi saxiT (ix.
nax #16). gamoiyureba

kompaniis xelmZRvaneloba: ufrosi Zma

mTavari menejeri _ umcrosi Zma buRalteri _ umcrosi ZmisSvili

mommaragebeli _ ufrosi ZmisSvilebi reklamisa da marketingis

ganyofilebis ufrosi _
ZmisSvili

nax #16 kompania `megres~ struqturuli sqema

am struqturul sqemaSi aris warmodgenili saqmianobis yvela is

sfero, romelic aucilebelia sportuli avtomanqanebis warmoebisaTvis,
masSi mkafiod aris ganawilebuli yvelas funqciebi da movaleobani. ufro
msxvil kompaniebSi Sromis funqcionaluri danawileba ufro racionaluri
da formalizebulia.
yvela kompania irCevs im struqturas, romelic aucilebelia misi
miznebis realizaciisaTvis. mravali kompania safuZvlad iRebs mkacrad
formalizebul organizaciul struqturas, romelic Sedgeba marTvis
ierarqiis sxvadasxva doneebze mkacrad koordinirebuli muSebisa da
sammarTvelo menejerebisagan. arsebobs iseTi struqturebic, sadac marTvis
ierarqiis calkeuli doneebi SedarebiT mcire, magram efeqturia.

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 arsebobs ori tipis organizaciuli struqtura:
1. formaluri,
2. araformaluri.
termini formaluri niSnavs, rom organizaciuli struqtura
strategiuli miznebis miRwevis mizniT specialuradaa SemuSavebuli
menejerebis mier. amdenad, formaluri organizaciuli struqtura, es aris
im amocanebis gadawyvetis oficialuri gegma, romelic aucilebelia miznis
realizaciisaTvis. [214,p,336]. organizacias SeiZleba gaaCndes araformaluri
struqtura, romlis Sesaxeb msjeloba qvemoT gveqneba.
rodesac kompaniis xelmZRvaneloba gvTavazobs misi marTvis
principebis gansazRvras da am mizniT adgens struqturul sqemas, xdeba
organizaciis moqmedebis gegmis formalizeba. sxva sityvebiT rom vTqvaT,
struqtura iqmneba im formiT, rom is iyos gasagebi da gadaecemodes
marTvis ierarqiis erTi donidan meores.
imisaTvis, rom SevimuSaoT kompaniis organizaciuli struqtura,
menejerebma am procesSi unda gaiaron sami safexuri:
1. vertikaluri struqturis formireba (samuSao adgilebis Seqmna
Sesasrulebeli samuSaos konkretuli funqciis mixedviT);
2. ganyofilebebis da qveganyofilebebis formireba (samuSao adgilebis
gaerTianeba ganyofilebaSi da qveganyofilebaSi);
3. horizontaluri struqturis formireba (yvela im funqciis
koordinireba, romlebic warmoaCenen kompanias, rogorc erT mTlian
meqanizms).
am safexurebidan erT-erTis ignorirebam SeiZleba kompanias
seriozuli problemebi Seuqmnas. saukeTeso dagegmarebis pirobebSic ki,
yvela muSaks, dawyebuls prezidentidan da damTavrebuls ubralo muSamde
mkafiod unda esmodes is, Tu vin Rebulobs gadawyvetilebebs, rogor
nawildeba organizaciis SigniT funqciebi da rogor unda moxdes
erToblivi saqmianobis organizacia strategiuli miznebis miRwevis mizniT.

IX. 2. vertikaluri organizaciuli struqtura

vertikaluri struqtura gansazRvravs marTvis organizaciuli

rgolebis vertikalur urTierTkavSirs umdablesidan umaRles rgolebamde.
gansazRvraven ra organizaciis miznebs, umaRlesi donis menejerebi axdenen
konkretuli amocanebis formirebas, romelTa dani-Snuleba aris
organizaciis miznebis realizacia.
Tanamedrove kompaniebs uxdebaT uamravi amocanis gadawyveta, romelTa
realizacia SeiZleba mxolod im SemTxvevaSi Tu maT davyofT operaciebad.
amdenad, es procesi SeiZleba daxasiaTdes, rogorc Sromis danawileba. 1776
wels Sotlandielma ekonomistma adam smitma, pirvelad SeamCnia, rom Tu
qinZisTavis dasamzadeblad aucilebel yvela operacias Seasrulebs cal-
calke 10 muSa, maT SeuZliaT daamzadon dReSi 200 qinZisTavi, magram Tu
TiToeuli maTgani dasaqmdeba mxolod erT romelime operaciaze, maT
dReSi SeuZliaT 48 aTasi qinZisTavis warmoeba. amdenad, Sromis danawileba
aCqarebs warmoebis process, rac dakavSirebulia TiToeuli muSakis
daxelovnebasTan ama Tu im operaciis Sesrulebaze, anu specializaciaze.
erTi da igive operaciaze daspecializeba SesaZleblobas aZlevs
muSaks, aamaRlos Sromis nayofiereba. amasTan, Sromis monotonuroba
dakavSirebuli viwro specializaciasTan axSobs mis stimuls, radganac

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monotonuri Sroma aqrobs Sromis procesisadmi SemoqmedebiT midgomas.
[240,p,249] amitomac aris, rom organizaciebi cdiloben, moZebnon balansi
specializaciasa da Sromis motivacias Soris.
organizacia muSaobs ufro motivirebulad im SemTxvevaSi, Tu
muSakebma ician ara mxolod is, Tu ra akeTon da rodis akeTon, aramed
isic vi uwevs maT mier Sesrulebul samuSaos zedamxedvelobas. amitom,
organizaciis menejerebma unda mianiWon farTo uflebamosileba im
muSakebs, romlebic ewevian Sromis Sedegebis kontrols.
yvela organizaciaSi muSakebs gaaCniaT uflebamosilebani, anu maT
unda Seasrulon dakisrebuli funqciebi da moaxdinon im miznebisa da
amocanebis realizacia, romlebic gamomdinareobs maTi Tanamdebobidan.
muSakebi maTi zemdgomi organos winaSe pasuxs ageben Sesrulebul
samuSaoze. aseT daqvemdebarebas ewodeba SromiTi pasuxismgebloba.
xelmZRvanelebi pasuxs ageben imaze, rom maTi kompetenciis farglebSi
yvela muSakma Seasrulos dakisrebuli movaleoba. amasTan, isini iyeneben
saxelisuflo rwmunebis princips. ukanasknelSi igulisxmeba organizaciis
miznebisa da amocanebis realizaciis mizniT gadawyvetilebaTa miRebis,
brZanebis gacemis, resursebis ganawilebis ufleba.
erT adamians ar SeuZlia, gaiTavisos yvela SromiTi rwmuneba, amitom
TanamSromlebs Soris xdeba uflebaTa ganawileba, rasac uflebaTa
delegireba ewodeba. uflebaTa delegireba es aris rTuli procesi.
uflebaTa delegireba SeiZleba moxdes sxvadasxva masStabebiT. magaliTad:
1. Tu muSakma miiRo brZaneba gaburRos sagani, man unda aiRos
sawyobidan burRi, anu mas gadaecema es viwro ufleba.
2. Tu gamyidveli pasuxs agebs saqonlis realizaciaze, mas evaleba
mxolod es da ara aqvs misi momaragebis ufleba.
3. Tu menejerebis uflebebSi Sedis produqciis warmoebis moculobis
zrda, mas unda gaaCndes imis uflebac, rom daiqiraos muSaxeli, dauniSnos
mas xelfasi, Seitanos Sromis organizaciis procesSi yvela aucilebeli
koreqtivebi.
amdenad, Tavisi funqciis Sesasruleblad yvela muSaks unda gadaeces
uflebebis is raodenoba, romelic organizaciis winaSe dasmuli amocanis
gadasawyvetad aris aucilebeli.
yovel vertikalur struqturas gaaCnia uflebamosilebis ganawilebis
gansazRvruli arxebi da informaciis gacvlis wyaroebi. anawilebs ra
davalebebs, uflebamosilebas da movaleobebs, vertikaluri struqtura
axdens urTierT daqvemdebarebis sistemis formirebas. urTierT
daqvemdebarebaSi igulisxmeba xelisuflebis vertikali, rome-lic
erTmaneTTan akavSirebs mis sxvadasxva Stoebs. urTierT daqve-mdebarebiT
ganisazRvreba, Tu vin iZleva gankargulebebs da vin vis emo-rCileba.
urTierT daqvemdebareba dakavSirebulia or ZiriTad principTan:
_ yvela muSaki eqvemdebareba mxolod erT xelmZRvanels;
_ organizaciul struqturaSi xelisufleba vrceldeba yvela muSakze
da moiTxovs maT mkacr koordinacias davalebebis Sesrulebis procesSi.
ganasxvaveben urTierT daqvemdebarebis or yvelaze metad gavrcele-
bul formas:
1) xazobrivs;
2) xazobriv-Staburs.
urTierTdaqvemdebarebis yvelaze martivi da da gavrcelebuli aris
xazobrivi organizaciuli struqtura, romelSic xdeba xelisuflebis

182
delegireba zemodan qvemoT. yvelam icis Tu vin vis eqvemdebareba. amitomac,
martivia imisi dadgenac, Tu vis ekuTvnis umaRlesi xelisufleba. aseTi
struqtura warmodgenilia (nax. # ) – Si.
is firmebi, romlebic am tipis struqturiT xasiaTdebian sargebloben
rigi upiratesobebiT: imdenad, ramdenadac am struqturaSi menejerebma
ician TavianTi uflebamosilebani, maTi kompetenciis farglebSi
gadawyvetilebani miiReba swrafad, gamartivebulia disci-plinis dacva,
advilad xdeba saqmiani urTierTobebis arxebis dadgena. simartivis gamo
xazobrivi organizacia iafia.
miuxedavad am upiratesobebisa, xazobriv organizacias gaaCnia
naklovanebac. esenia: pirveli, radganac yvela gadawyvetileba miiReba
centralizebulad, iniciativiani muSakebi SezRudulebi arian, rac
arTulebs maT samsaxurebriv zrdas. meore, kompaniis saqmianobis
masStabebis zrdam SeiZleba, gamoiwvios daqvemdebarebis rgolebis
gadideba, rac amcirebs informaciis gacvlisa da gadawyvetilebaTa miRebis
siCqares.
Semdegi organizaciuli struqtura aris xazobriv – Staburi, romelic
xasiaTdeba specializaciisa da mmarTvelobiTi kontrolis
urTierTSeTanwyobiT. am organizaciuli struqturis dros, mkafiod aris
gansazRvruli zemodan qvemoT daqvemdebareba, amasTan, is moicavs im
funqcionaluri muSakebis jgufs, romlebic imyofeba administraciuli
aparatis uSualo daqvemdebarebaSi. rogorc wesi, xazobrivi organizacia
organizaciis ZiriTadi saqmianobis marTvas moicavs. administraciuli
aparati srulyofs marTvis xazobriv struqturas specializebuli
konsultaciebisa da damatebiTi momsaxurebis gziT. aparatis muSakebi ar
Sedian xazobrivi organizaciis daqvemdebarebul rgolebSi. xazobrivi
organizaciuli struqturis mTavari upiratesoba mdgomareobs imaSi, rom
nebismier dros SesaZlebelia, marTvis formalur struqturaSi axali
damatebiTi specialistebis CarTva.

xazobriv – Staburi marTvis struqturis gamartivebuli sqema

warmogvidgeba nax. #15-ze.

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 prezidenti

iuridiuli ganyofileba

vice-prezidenti vice-prezidenti vice-prezidenti

warmoebis dargSi finansebis dargSi marketingis dargSi

mTavari komerciuli
buRalteri direqtori

nax. #15 xazobriv – Staburi marTvis struqtura

amdenad, xazobriv Staburi marTvis struqturaSi muSakebis erTi

nawili imyofeba marTvis pirdapir daqvemdebarebul ierarqiaSi, meore
warmoadgens aparats da eweva xazobrivi xelmZRvanelobis damatebiT
momsaxurebas. amasTan, es aparati emorCileba uSualod umaRles
xelmZRvanels.
IX. 3. marTvis norma

adamianebis raodenoba, romelic uSualod eqvemdebareba menejers,

Seadgens marTvis normas an misi kontrolis sferos. maSin, rodesac
menejers eqvemdebareba adamianebis didi raodenoba, is xasiaTdeba marTvis
maRali normiT, xolo rodesac es cifri mcirea, marTvis norma dabalia.
Tu firmaSi dasaqmebul menejerebs gaaCniaT marTvis maRali norma,
mcirdeba menejerebis raodenoba. amdenad, marTvis norma menejerebis
odenobis pirdapir proporciulia. mTavaria, davadginoT, Tu erT menejers
ramdeni adamianis marTva SeuZlia efeqtianad. ar arsebobs marTvis
idealuri normis dadgenis formula. menejmentSi mTavaria, Tu ramdenad
efeqtianad Sromoben adamianebi erToblivad da ramdeni kaci emorCileba
erT menejers. amasTan, gansazRvruli faqtorebis raodenoba zegavlenas
axdens muSakebis im raodenobaze, romlis marTvac efeqtianad SeuZlia erT
menejers.
maT Sorisaa: menejeris individualuri Tvisebebi, muSakebis Tvisebebi,
maTi motivaciis saxeobebi da saqmianobis sfero. rogorc wesi,
maRalkvalificirebul muSakebs ufro naklebad sWirdebaT marTva, vidre
dabalkvalificirebuls. profesionalebisa da mecnierebisagan Semdgari
organizacia xasiaTdeba marTvis maRali normiT. [201,p,41]
marTvis norma damokidebulia kompaniaSi ierarqiis doneebze. am
faqtoris mixedviT, marTvis struqtura SeiZleba iyos maRali an brtyeli.

184
 maRali struqtura xasiaTdeba marTvis ufro dabali normiT da
ierarqiis meti doneebiT (ix. nax. #16). brtyeli struqtura xasiaTdeba
marTvis ufro maRali normiT da ierarqiebis ufro naklebi doneebiT (ix.
nax. #17).

generali

polkovniki polkovniki

maiori maiori

kapitani kapitani kapitani

serJanti serJanti serJanti

kaprali kaprali kaprali

rigiTi rigiTi rigiTi rigiTi rigiTi rigiTi

nax. #16 maRali oganizaciuli struqtura armiaSi.

es struqtura xasiaTdeba ierarqiis mravali doniT, yovel doneze

marTvis mcire rgolebiT, anu yvela menejers emorCileba xelqveiTTa mcire
odenoba.
maRali struqturebi aparatis SenaxvisaTvis did saxsrebs moiTxovs,
radganac menejerebis odenoba izrdeba, xolo ierarqiuli doneebis
simravle anelebs saqmiani urTierTobis procesSi gadawyvetilebaTa
miRebis siCqares. am tipis struqturaSi rTulia movaleobebis gansazRvra,
gaZnelebulia pasuxismgeblebis dadgena, samuSao xasiaTdeba mravali
rutinuli davalebebiT. [123,p,310]
imisaTvis, rom daiZlios is problemebi, romlebic axasiaTebs maRal
struqturebs da avamaRloT maTi efeqtianoba, kompaniebi bolo wlebSi
mimarTaven Statebis Sekvecas: rogorc wesi, es procesi exeba saSualo
rgolis menejerTa da muSebis raodenobis Sekvecas. 10 wlis win `jeneral
eleqtrikSi~ kompaniis umaRles xelmZRvanelobasa da muSebs Soris

185
 imyofeboda daaxloebiT aTi mmarTvelobiTi rgoli. dReisaTvis maTi
raodenoba dayvanilia xuTamde. [123,p,117].

kaTalikosi

mitropoliti mitropoliti mitropoliti mitropoliti

mRvdel- mRvdel- mRvdel- mRvdel- mRvdel- mRvdel- mRvdel- mRvdel-

mTavari mTavari mTavari mTavari mTavari mTavari mTavari mTavari

nax. #17 brtyeli organizaciuli struqturis magaliTi

marTlmadidebel eklesiaSi.

mmarTvelobiTi ierarqiis done damokidebulia imaze, Tu rogoria

gadawyvetilebani. isini SeiZleba iyos: centralizebuli an
decentralizebuli centralizaciis dros gadawyvetilebaTa miRebis
ufleba koncentrirebulia marTvis zeda eSelonebSi, decentralizacia ki
axdens mis delegirebas marTvis ufro dabali doneebisaken.
centralizacia xasiaTdeba rigi upiratesobebiT: is amartivebs
vertikalur kordinacias (gadawyvetilebebi moZraoben zevidan qvemoT),
iZleva SesaZleblobas, gamoviyenoT organizaciis marTvis mdidari
gamocdileba, romelic gaaCnia xelmZRvanelebs, axdens xelisuflebis
koncentracias marTvis zeda doneebSi.
decentralizaciasac gaaCnia upiratesobani: imdenad, ramdenadac
gadawyvetilebaTa delegireba xdeba marTvis qveda doneebisaken, mcirdeba
zeda donis mmarTvelebis datvirTva. Cndeba stimulebi qveda doneze
pasuxismgeblobis amaRlebisa da saqmis ufro motivirebulad
warmarTvisaTvis. decentralizebul struqturaSi xelmZRvanelobasTan
SeTanxmebuli aris sakiTxTa ufro mcire wre, rac iZleva drois ekonomias.
[123,p,352].
sad gadis zRvari marTvis decentralizaciasa da centralizacias
Soris da rogoria maTi optimaluri Tanafardoba. es sakiTxi
individualuria yvela kompaniisaTvis. ase magaliTad, kompania `kembel sup~-
isaTvis ufro optimaluria decentralizacia, radganac is exmareba
regionul menejerebs, iqonion mWidro kontaqti adgilobriv klientebTan.
bolo wlebSi daisaxa decentralizaciis tendencia, radganac is xels
uwyobs efeqtianobis amaRlebas, aCqarebs gadawyvetilebaTa miRebis
operatiulobas da qmnis axal realobaSi warmoebis adaptaciis pirobebs.
miuxedavad amisa, kompania `makdonaldsma~ daadastura, rom warmoebis zoma
da centralizacia SeiZleba aRmoCndes upiratesobac ki konkurencul
brZolaSi. [241,p,28] ierarqiis SerCevis swori xerxi aris damokidebuli
warmoebis individualobaze, misi swori dadgena aris specifikuri sakiTxi,
romelic yvela organizaciis mier situaciidan gamomdinare zustdeba.

186
 IX. 4. qvedanayofebis struqturis formireba

qvedanayofebis struqturis formireba niSnavs, rom organizacia axdens

TavianTi muSakebis dajgufebas ganyofilebebSi, romlebic Semdgom
erTiandebian ufro msxvil struqturul erTeulebSi. qvedanayofebis
struqtura mniSvnelovan zegavlenas axdens mTlianad organizaciis
saqmianobaze.
ganyofilebebSi muSakebi SeiZleba gaerTiandnen funqciebis
(adamianebis mier Sesasrulebeli funqciebis), specializaciis (produqciis,
teqnologiuri procesis), gundebis proeqtebis, matricebis (funqcionaluri
da specializebuli qvedanayofebis) da qselebis (eleqtronuli
urTierTobis sistemis) mixedviT. qvedanayofebis es tipebi ar ewina-
aRmdegebian erTmaneTs da amitom aris, rom isini zogjer urTierT Sevsebis
mizniT kompleqsurad gamoiyeneba.
adamianebis mier Sesasrulebeli funqciebis mixedviT, qvedanayofebis
formireba aris maTi funqcionaluri danawileba. muSakebs ajgufeben
codnis, gamocdilebisa da gamosayenebeli resursebis mixedviT. am
principze aris agebuli sawarmoo da marketingis ganyofilebebi, kadrebi,
buRalteria da sxva.
kompaniebi damoukideblad amuSaveben struqturuli qvedanayofebis
sqemebs maT mier Sesasrulebeli funqciebis mixedviT, rogorc es Cans nax
# Jurnal `fobs~-Si moqmedebs oTxi funqcionaluri ganyofileba:
redaqciuli, sareklamo, sawarmoo, gavrcelebis. yvela ganyofileba aris
damoukidebeli da gaaCnia Tavisi biujeti, muSaobis ganrigi. amasTan,
calkeuli ganyofilebebi konkretul sakiTxebTan mimarTebiT urTi-
erTqmedeben garkveul doneze. ase magaliTad, sareklamo ganyofi-lebis
gamgem sawrmoo ganyofilebis gamges SeiZleba SeuTanxmos feradi
reklamebis odenoba JurnalSi.
qveganayofebi, romlebic igeba samuSaos funqciebis mixedviT
organizacias rig upiratesobebs, aZlevs kerZod: resursebis efeqtiani
gamoyenebis, saqmis ufro siRrmiseuli aTvisebis, profesiuli zrdis,
gadawyvetilebaTa centralizaciis SesaZleblobas, rac umaRlesi
mmarTvelobis menejerebs umartivebs marTvas, saqmian urTierTobas da maT
ganyofilebebTan koordinacias. am struqturebis naklovanebebi aisaxeba
SemdegSi: sxvadasxva ganyofilebebs Soris marTvis operatiulobis
TvalsazrisiT arsebobs barierebi, dabalia axal garemoebebisadmi
SeTavsebadobis done (axali Jurnalis nomeris Seqmna moiTxovs yvela
ganyofilebis erTdroul qmedebas), specializaciis da Sromis danawlebis
gadametebuli xarisxi, rac iwvevs muSakebis maTi Sromis Sedegebisagan
gankerZovebas. [240,p,256]

187
 Jurnali
`niu iork Taimsi~

ganyofilebebi

redaqciuli reklamis sawarmoo ganawilebis

nax. #18Jurnal `niu iork Taimsis~ funqcionaluri struqtura

ganyofilebebis formireba specializaciis mixedviT, xdeba produqciis

erTgvarovnebis, sawarmoo procesis erTianobis, momxmareblebis an
geografiuli niSnebis mixedviT. aseT struqturaSi yvela qveganyofileba
aris damoukidebeli erTeuli, romelsac miznis misaRwevad gaaCnia
Sesabamisi resursebi (nax #). amdenad, aseT struqturul erTeuls ar
Wirdeba sxva erTeulebis mxardaWera. ase magaliTad, funqcionalur
struqturaSi yvela buRalteri erTiandeba erT ganyofilebaSi, yvela
inJinerebi meoreSi, maSin, rodesac specializirebulSi piriqiT, inJinerTa
da buRalterTa jgufebi erTiandebian yvela calke aRebuli ganyofilebis
mixedviT. [240,p.p,259-262].
ase magaliTad, Jurnali `niu-iork Taimsi~ aerTianebs oTx
funqcionalur rgols. amasTan erTad sakuTriv Jurnali aris korporacia
`Taims ink-is~ erT-erTi specializebuli rgoli, romelic uSvebs
sxvadasxva Jurnalebs `laif-s~, `sport-ilustreids~, `manis~, `forCuns~,
`fifls~ (nax #).
`Taims inks~ aqvs specializebuli struqtura, romelic aris
dafuZnebuli gamosaSvebi produqciis saxeobaze. sasaqonlo qvedanayofebi
damoukidebeli struqturuli erTeulebia, romlebic damoukidebel
produqcias (Jurnals) awarmoeben. yvela calke aRebul qvedanayofs gaaCnia
Tavisi redaqciuli, sareklamo sawarmoo, gasaRebis ganyofileba, anu Tavisi
damoukidebeli funqcionaluri struqtura.

188
 direqtorTa sabWo

direqtorTa sabWos aRmasrulebeli

moadgile direqtori

korporacia
`ai-bi-em~

ai-bi-em-is ai-bi-em-is ai-bi-em-is programuli ai-bi-em-is

personaluri gamoyenebiTi sawarmoo teqnologiuri kavSirgabmulobis
sistemebi biznes sistemebi uzrunvelyofa sistemebi
sistemebi

monacemTa 3X sistema sistemuri saerTo kavSirgabmulobis

Seyvanis programuli produqtebis teqnologiis produqtebis
ganyofileba uzrunvelyofa ganyofileba ganyofieleba. ganyofileba
informaciis kompiuteruli saerTo teqnologiuri
ganyofileba mexsiereba produqtebis sistemebis
hanyofilebaA ganyofileba

nax #19 korporacia `ai-bi-em-is~ specializebuli struqtura

sawarmoo procesis sakvanZo etapebze Seqmnili specializebuli

struqtura iyofa teqnologiur qvedanayofad.

korporacia `Taimsi~

Jurnalebi

`Taimi~ `laifi `sport `mani~ `forCurni~ `fill

~ ilustredi ~
~

nax. #20 Jurnal `Taimsis~ funqcionaluri struqtura

189
 mTeli rigi organizaciebi axdenen struqturis iseT formirebas,
romelic miesadageba momxmareblebis kategoriaTa moTxovnebs. aseTi
samomxmareblo ganyofilebebi iqmneba maSin, rodesac momxmareblebis
kategoriebs Soris aris mkveTri sxvaoba. ase magaliTad, Jurnal `Taim~-Si
sareklamo agentebi orientacias iReben avtomoyvarulTa, kompiuteruli
TamaSebis, mogzaurobis da sxva tipis momxmareblebze. (ix. nax. #21).

Jurnali
`niu iork Taimsi~
reklamis ganyofileba

wamlebi

avtomanqanebi

safinanso momsaxureba

magari sasmelebi
sadazRvevo momsaxureba

kompiuteruli programebi Tambaqos nawarmi

mogzauroba

yofiTi eleqtroteqnika
mowyobiloba
biznesi

nax #21 Jurnal `niu-iork Taimis~ samomxmareblo reklamis ganyo-

fileba

Jurnal `Taimis~ zogierTi saredaqcio da sareklamo operaciebi aris

ganTavsebuli teritoriul qveganayofebSi (nax #). `Taim~-s msxvil
qalaqebSi reklamis dargSi hyavs ramdenime regionuli menejeri. amasTan,
mas gaaCnia sruliad damoukidebeli saredaqcio qseli amerikis mTels
teritoriaze. es teritoriuli ganyofilebebi aSuqeben adgilobriv da
regionul problemebs.

190
 Jurnali
`niu-iork-Taimsi~

sagamomcemlo sawarmoo reklamis gavrcelebis

ganyofileba ganyofileba ganyofileba ganyofileba

san- dalari Cikago detroiti klikend pitsburgi vaSingtoni bostoni

francisko maiami

san- los - xiustoni denveri atlanta Cikago detroiti niu-iorki vaSingtoni

francisko anjelesi

nax #22 Jurnal `niu iork Taimsis~ funqcionaluri da teritoriuli

ganyofilebani

specializebul qveganyofilebebs gaaCniaT mravali dadebiTi Tviseba.

isini swrafad reagireben cvlilebebze, amitom, ar imyofebian sxva
ganyofilebebTan mkacr koordinaciaSi. aseTi struqtura aumjobesebs
momxmarebelTa momsaxurebas. masSi umaRlesi donis mmarTvelebi
koncentrirebas axdenen kompleqsur problemebze, xolo damwyebi
menejerebi iZenen ufro farTo profesiul gamocdilebas. [240,p,121]
qvedanayofebs specializaciis mixedviT gaaCniaT TavianTi
naklovanebebic. xSir SemTxvevaSi xdeba resursebis dublireba sxvadasxva
struqturul rgolebSi, ris gamoc izrdeba danaxarjebi. ganyofilebebs
Soris koordinacia sustia, calkeuli ganyofilebebis muSakebi
koncentrirebulni arian TavianT viwro amocanebze da ara mTlianad
organizaciis miznebze. SeiZleba warmoiqmnas iseTi situacia, rodesac
ganyofilebebi kadrebis, fuladi da materialuri resursebis mopovebis
mizniT, iwyeben konkurencias, rac organizacias ayenebs zians. [240,p,262]
Tanamedrove kompaniebi cdiloben, marTvis procesSi CarTon ufro
dabali doneebi, rac aisaxa marTvis gundur principSi. am principis
realizaciis Sedegad, muSakebi funqcionaluri niSniT erTiandebian
droebiT an mudmiv gundebSi. gundebi iZleva SesaZleblobas, rom
organizaciam dasmul problemaze moaxdinos operatiuli reagireba. isini
qmnian SemoqmedebiT, saqmianobis, strategiuli azrovnebis, koordinaciis
SesaZleblobas.
imisaTvis, rom gaeumjobesebina sadazRvevo polisebiT momsaxureba,
kompania `ed asousieiSnma~ Secvala uzarmazari sadazRvevo kompaniis
marTvis struqtura da gardaqmna is xazobrivad, romelSic gaerTianda
miznobrivi gundebi. am reorganizaciam 10%-iT gazarda momxmareblebTan
sadazRveo polisebis gaformebis procesi. [240,p,361].

191
 gundurobas axasiaTebs naklovanebebic. gundis wevrebs Soris maTi
ormagi daqvemdebarebis gamo, SeiZleba Seiqmnas konfliqturi situaciebi.
gundurobas, rig SemTxvevaSi axasiaTebs gadawyvetaTa miRebis gadametebuli
decentralizacia, ris gamoc funqcionaluri menejerebi kargaven gundis
winaSe mdgradi amocanebis gadawyvetaze kontrols, xolo gundebis
liderebis miswrafeba, xSir SemTxvevaSi, iwvevs korporaciis miznebis meore
planze gadanacvlebas.
matriculi struqturis dros, muSakebi erTdroulad erTiandebian
mudmiv-funqcionalur jgufebSi da saproeqto gundebSi (ix. nax #23). am
dros gamoiyeneba funqcionaluri da specializebuli struqturuli
sqemebi. organizacia iyenebs matricul struqturas maSin, rodesac
funqcionaluri qvedanayofebis marTva moiTxvos axal pirobebze swraf
reagirebas da muSakebis maRal kvalifikacias.
im firmebs Soris, romlebic xelmZRvaneloben am struqturebs aris
`proqter end gembl~-i. 30-iani wlebidan es firma menejerebs niSnavda
konkretuli saqonlis (sasaqonlo niSnis) mixedviT. maTi mizani iyo iseTi
cnobili saqonlis SemuSaveba da marketingi, rogoricaa: sarecxi saSualeba
`taidi~, bavSvis erTjeradi safeni `pampersi~, kbilis pasta `kresti~ da
sxva.

gamomcemloba

mTavari warmoebis mTavari mxatvari

redaqtori direqtori

`a~ redaqciis redaqtori `a~ teqnikuri samxatvro

xelmZRvaneli redaqtori `a~ redaqtori `a~

`b~ redaqciis redqtori `b~ teqnikuri samxatvro

xelmZRvaneli redaqtori `b~ redaqtori `b~

nax #23 matriculi struqtura gamomcemlobaSi

amis gamo Seiqmna iseTi situacia, rodesac yvela wvrilmani iyo

xelmZRvanelobasTan SesaTanxmebeli, rac did dros moiTxovda. garda amisa,
calkeul sasaqonlo niSnebze pasuxismgebeli menejerebi erTmaneTs
uwevdnen konkurencias. amis gaTvaliswinebiT, kompaniam SemoiRo matriculi
struqtura, ris Sedegadac es menejerebi erToblivad gegmaven produqciis
gamoSvebis grafikebs, yvela im sakiTxebs, romlebic dakavSirebulia ko-
mpaniis saerTo miznebTan. [202,p,31].
erToblivi proeqtis realizaciis mizniT, efeqtiania droebiTi
jgufebis Seqmna. muSakebi gadmoyavT specialurad Seqmnil am
specializebul jgufebSi, raTa maT ganaxorcielon droebiT proeqtze

192
muSaoba. ase magaliTad, kompania `merki~ proeqtis realizaciis mTel
periodze niSnavs proeqtis xelmZRvanels. is valdebulia, gaakontrolos
axali ideis moZraobis yvela etapi, sakonstruqtoro samuSaoebiT
dawyebuli, damTavrebuli produqciis gamoSvebiT. [203,p,30].
qseluri specializacia SedarebiT axali Seqmnilia. qseluri
specializaciis dros, ZiriTadi funqciebi nawildeba calkeul mcire
kompaniebsa da firmis Stab-binas Soris erTiani eleqtronuli sistemis
meSveobiT. nakeTobis inJineruli damuSaveba, marketingi, buRalteria,
samecniero kvleva erT organizaciaSi ar aris warmodgenili, isini iyofian
calke organizaciebad da saqmianoben kontraqtiT. aseTi midgoma efeqtiania
saerTaSoriso organizaciisaTvis, radganac is iZleva msoflios yvela
qveynidan resursebis mozidvis SesaZleblobas.
rodesac korporacia `jijinal ekvipmentma~ gadawyvita axali
procesoris Seqmna, man mTeli evropis da amerikis specialistebisagan
Semdgari gundi Seqmna. eleqtronuli nawili daaproeqtes irlandiaSi,
operatiuli sistema masaCusetSi, sqemebi _ inglisSi, warmoeba
SotlandiaSi. kompaniebi SeTanxmebebs aRwevdnen kompiuteruli sqemiT.
[203,p,21].
am sistemis nakli is aris, rom mas ar gaaCnia saerTo xelmZRvaneloba,
garda amisa, Tu erT-erTma kompaniam igrZno sirTuleebi biznesSi, mas
SeuZlia, CaSalos qseluri proeqti. muSakebi ar eqvemdebarebian saerTo
mizans, isini pasuxs ageben TavianT viwro funqcionalur davalebebze.
[200,p,31].
IX. 5. horizontaluri organizaciuli struqtura

horizontaluri struqtura SesaZlebels xdis ganyofilebebs Soris

saqmianobis koordinacias, amartivebs urTierTobas, informaciis gacvlas,
is ar moiTxovs vertikalur doneebze sakiTxebis SeTanxmebas. praqtikaSi
damkvidrda horizontaluri koordinaciis sami ZiriTadi saSualeba:
1. informaciuli sistemebi;
2. gundebi da problemuri jgufebi;
3. menejer-integratorebi.
informaciis gavrcelebis yvela werilobiTi da eleqtronuli forma
qmnis informaciul sistemebs. maT miekuTvneba: I. kompaniaSi da mis gareT
informaciis gacvlis werilobiTi saSualebebi: moxsenebebi, angariSebi,
biuletenebi, saqmiani Canawerebi da sxva; II. yvela eleqtronuli
sainformacio saSualeba: kompiuterebi, eleqtronuli fosta, seleqtoruli
da satelevizio TaTbirebi. eleqtronuli sistemebi iZleva SesaZleblobas,
swrafad gadaigzavnos da damuSavdes informaciis didi odenoba, riTac
isini mniSvnelovnad aumjobeseben horizontalur koordinacias.
problemuri jgufi aris muSakebis garkveuli odenoba, romelic erTi
romelime Temis dasamuSaveblad an raime problemis gadasawyvetad droebiT
erTiandeba. es praqtika farTod gamoiyeneba mraval kompaniaSi. ase
magaliTad, kompania `oriks enerji~ mTlianad eyrdnoba aseTi jgufebis
mier SemuSavebul rekomendaciebs. korporaciis saqmianobis efeqturi
Secvla SesaZlebeli gaxda 8-10 kaciani problemuri jgufis
rekomendaciebis safuZvelze. am jgufebma TavianTi saqmianobiT mogeba
damatebiT 75 mln. dolaris weliwadSi misces am kompanias. [129,p.56].
problemuri jgufebis gadawyvetilebani aris sarekomendacio, isini
atareben konsultaciur da ara direqtiul xasiaTs.

193
 menejeri-integratori es aris xelmZRvaneli, romelic axdens
ramodenime funqcionaluri jgufis koordinacias. aseTi menejerebi arian
proeqtis, sasaqonlo niSnis, programis xelmZRvanelebi. funqcionaluri
menejerebi uSualod xelmZRvaneloben TavianT qveSevrdomebs. amitom,
menejer-integratorebi axdenen im jgufebis saerTo koordinacias,
romlebic ar imyofebian mTlian funqcionalur daqvemdebarebaSi. mi-
uxedavad amisa, menejer-integratorebi aumjobeseben qvedanayofis hori-
zontalur koordinacias, axdenen konkretuli proeqtebis SemuSavebas.
[214,p,361].
horizontaluri da vertikaluri struqturebis Tanafardoba
gansazRvravs koordinaciis marTvis xasiaTs. vertikaluri struqturis
upiratesoba vlindeba imaSi, rom is aZlevs kompanias yvela organizaciul
doneze mkacri kontrolis SesaZleblobas, qmnis mkacr organizaciul
erTobas, axdens vertikalur doneze Zalauflebis centralizacias da
komunikaciur urTierTobas. horizontaluri struqtura ki piriqiT _ cvlis
funqcionalur damokidebulebas ise, rom horizontalur doneze martivdeba
koordinacia. uflebamosilebani da gadawyvetilebaTa miRebis sistema aris
decentralizebuli da isini eyrdnobian muSakebis gamocdilebas,
kvalifikacias da ara daqvemdebarebis ierarqias. yvelaze optimaluri aris
marTvis horizontalur da vertikalur struqturebs Soris wonasworobis
miRweva ise, rom maqsimalurad efeqtianad gamoyenebuli iqnas orives
upiratesobani.

IX. 6. araformaluri organizaciuli struqtura

formaluri, vertikaluri da horizontaluri struqturebis miRma

nebismier organizaciaSi arsebobs iseTi urTierTobebis forma, romelic ar
aisaxeba oficialur struqturul sqemaSi. yvela kompaniaSi arsebobs
araformaluri organizaciuli struqtura, anu urTierToba muSakebs Soris
araoficialur doneze. araformaluri urTierTobebis dros adamianebi
uSualobiT xasiaTdebian rogorc qveSevrdomebisadmi, aseve zemdgomi
pirebisadmi. araformaluri urTierTobani miRwevadia mxolod namdvili
liderebisaTvis.
araformalur organizaciul struqturas aqvs dadebiTi
Taviseburebani: is muSakebs aZlevs SesaZleblobas moZebnon TavianTi
adgili socialur garemoSi; iZleva gantvirTvis saSualebas stresul,
daZabul situaciebSi; amartivebs urTierTobebs organizaciis SigniT;
iZleva informaciis swrafi gavrcelebis da liderebis gamovlenis
SesaZleblobas. amasTan, araformaluri struqtura ar aris dazRveuli
naklovanebebisagan. is SeiZleba qmnides komfliqtur da winaaRmdegobriv
garemos, aris masazrdoebeli niadagi sxvadasxva Woris, yalbi informaciis
gavrcelebisaTvis. Tu araformaluri jgufebis mier ar aris gaTavisebuli
is Rirebulebani, romlebic deklarirebulia kompaniis mier, isini SeiZleba
kompaniis miznebTan winaaRmdegobaSi movidnen. araformaluri organizacia
rig SemTxvevaSi ewinaaRmdegeba kompaniis xelmZRvanelobis gegmebs da qmnis
keTilganwyobis atmosferos im muSakebisadmi, romlebic qmnian komfliqtur
garemos.
araformaluri struqtura xasiaTdeba rigi niSnebiT. esenia:
1) xmebis gavrceleba. es aris araoficialuri informaciis gavrce-
lebis saSualeba. Woris saxiT gadaicema, rogorc piradi, aseve saqmiani

194
informacia. Worebi vrceldeba, rogorc kompaniis SigniT, aseve kompaniebs
Soris. is muSakebi, romelTac gaaCniaT piradi kavSirebi kompaniis
xelmZRvanelobasTan xels uwyoben informaciis araoficialur ga-
vrcelebas. erTis mxriv, es ar warmoadgens saSiS movlenas, magram zo-gjer
uaryofiTi xasiaTis matarebelicaa. xmebis gavrcelebas gamocdili
xelmZRvanelebi iyeneben maT mier dasaxuli miznebis realizaciisaTvis.
Worebis gavrceleba iZleva warmodgenas imaze, Tu rogor epyrobian
muSakebi sakuTar kompanias da ras fiqroben mis saqmianobaze gareSe
pirebi.
2) Sidasafirmo urTierTobaTa sistema. masSi igulisxmeba iseTi
rTuli movlena, rogoric aris xelisuflebisaTvis brZola, romelic
arsebobs nebismier organizaciaSi. adamianTa jgufebi qmnian socialur
ierarqias, erTni marTaven, meoreni arian qveSevrdomni. imdenad, ramdenadac
Tanamedrove muSakebi did mniSvnelobas aniWeben Tanamdebobriv zrdas da
Semosavlebis matebas, isini eZeben am miznebis realizaciis gzebs. amis erT-
erTi mTavari instrumenti aris kompaniis SigniT urTierTobaTa sistema.
adamianTa erTi jgufisaTvis kompaniis SigniT urTierTobaTa sistema
aris is meqanizmi, TavianTi miznebis misaRwevad, romliTac SesaZlebelia
sxvadasxva adamianebis ganwyobiT manipulireba. Tu moqmedebis es stili
aris ganoyierebuli kompaniaSi arsebuli mikroklimatiT, maSin muSakebs
Soris urTierTobani kompaniis SigniT warmoqmnili daZabulobis wyaro
xdeba. Sidasafirmo urTierTobaTa sistema rig SemTxvevaSi pozitiur
rolsac TamaSobs. ase magaliTad, adamianTa mizandasaxuloba iZleva maT
saqmianobaSi dadebiT Sedegebs, xolo is faqti, rom adamianebi ibrZvian
aRiarebisaTvis, niSnavs imasac, rom vinc ibrZvis Tavisi Sromis dadebiTi
SedegebisaTvis, adre Tu gvian aRwevs Tanamdebobriv zrdas. ukanasknel
wlebSi saqmiani urTierTobebis efeqtianobis amaRleba gulisxmobs iseT
axal formebs, rogoric aris piradi kontaqtebis gafarToeba da
proteqcionizmi.
adamianTa bunebaSi Cadebulia is WeSmariteba, rom isini cdiloben,
iTanamSromlon im pirovnebebTan, romlebsac kargad icnoben da afaseben,
rac warmoadgens safuZvels piradi kontaqtebis gafarTovebis auci-
leblobis safuZvels.
piradi kontaqtebis gafarToveba moicavs sam ZiriTad elements, esenia:
I. Tavis warmoCenis SesaZlebloba (rac ufro met adamianebTan gvaqvs
kontaqti, miT meti SesaZlebloba, am TvalsazrisiT davamaxsovroT
TiToeul maTgans Cveni Tavi). II. advilad daaxloebis SesaZlebloba.
adamianebi biznesSi upiratesobas aniWeben im pirovnebebs, romlebsac
gaaCniaT unari, martivad warmoaCinon TavianTi SesaZleblobebi. III.
sakuTari imijis Seqmnis unari, anu imis SesaZlebloba, rom srulad
warmovaCinoT Cveni kompetencia da saqmiani urTierTobebis. optimisturi,
enTuzmiazmiT aRsavse midoma saqmisadmi da cxovrebisadmi, rogorc wesi
izidavs sxva adamianebs. [159,p.48].
karieristuli zrdis erT-erTi meTodi mdgomareobs proteqtoris
winaSe imijis SeqmnaSi. ukanasknelSi igulisxmeba kompaniis is gamocdili
da avtoritetuli muSaki, romelic SemdgomSi SesaZlebelia rekomendatori
gaxdes Tqveni karieristuli Tu profesiuli zrdis gzaze.
proteqtorTan urTierToba, rogorc wesi, myardeba araoficialur
doneze. zogierT kompaniaSi SemuSavebulia specialuri programebi, sadac
gawerilia Tu, romeli gamocdili muSaki gauwevs Sefobas damwyeb

195
TanamSromels. kompania `dJiuvelis~ prezidenti da direqtorTa sabWos
Tavmjdomare donald perkinsi miuTiTebs _ `me ar vcnob iseT magaliTs,
rodesac biznesSi vinme aRwevs warmatebas `sponsorisa~ da damrigeblis
gareSe~. [160,p.31].

IX. 7. korporaciuli kultura

arsebobs araformaluri organizaciuli struqturis kidev erTi

komponenti, romelSic aisaxeba sxva komponentebi. es aris korporaciuli
kultura, anu organizaciaSi Seqmnili fsiqologiuri klimati.
korporaciuli kultura aris muSakebis ZiriTadi orientiri, is iZleva
SesaZleblobas, rom gaigon, Tu ra moTxovnebs uyenebs maT kompania.
korporaciuli kultura mJRavndeba kompaniis Sinagan mdgomareobaSi, mis
ZiriTad RirebulebebSi, yoveldRiur saqmianobaSi. [271,p.110].
ase magaliTad, `jeneral eleqtriki~ daZabulad muSaobs iseTi
atmosferos Seqmnaze, romelSic muSakebs kargad esmiT is pirdapiri
kavSiri, romeli arsebobs maT yoveldRiur saqmianobasa da kompaniis
bazarze adgils Soris. 112 wliani biurokratiuli, daxuruli warmoebis
kulturidan, romelSic SezRuduli iyo Tavisufali azri, kompania
gadavida Ria, ndobiT aRsavse urTierTobebze, romlebic astimulirebs
SemoqmedebiT aqtivobas. es aris xangrZlivi procesi, romelic moiTxovs
mravalwlian Zalisxmevas, xalxis aRzrdas axal garemoSi da swavlas.
[179,p.28].
imisaTvis, rom gaverkveT korporaciuli kulturis sxvadasxva tipSi
aucilebelia, gaviTvaliswinoT Semdegi rekomendaciebi:
1) unda gavaanalizoT ganyofilebebis, qveganyofilebebis da
momuSaveTa jgufis ganlagebis sqema kompaniaSi, raTa davadginoT kompaniis
xelmZRvanelobis urTierToba maTTan.
2) aucilebelia, SeviswavloT, kompaniis lozungi warmodgenili pres-
relizebSi da wliur angariSebSi.
3) aucilebelia, SeviswavloT Tu rogor muSaobs kompaniis mdivani da
rogor gamoiyureba misi misaRebi.
4) aucilebelia, SeviswavloT ra problemebze xdeba kompaniis
muSakebis koncentrireba: maTi saqmianobis Sinagan sakiTxebze,
dokumentaciis Sedgenaze, urTierTobaTa formebis dadgenasa, Tu im garegan
aspeqtebze, romlebic zemoqmedeben kompaniis saqmianobaze.
5) aucilebelia, davadginoT, vin aris mowinave da ra mizezebiT xdeba
es.
6) imisaTvis, rom ganvsazRvroT, romel grZelvadian da moklevadian
amocanebze xdeba kompaniis saqmianobis koncentrireba, aucilebelia,
davadginoT, ramdenad xangrZlivad uWiravT erTsa da imave muSakebs
Tanamdeboba da rogoria maTi samsaxurebrivi zrdis perspeqtivebi. [284,p.12].
korporaciuli kulturis codna amartivebs kompaniis winaSe dasmuli
amocanebis Sesrulebas, qmnis mis irgvliv pozitiur garemos. organizacias
gaaCnia warmatebis didi Sansi, Tu masSi aris Zlieri da safuZvlianad
gaazrebuli korporaciuli kultura.

mimoxilviTi SekiTxvebi:
1. rogoria organizaciuli struqturis mniSvneloba?

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 2. CamogviTvaleT organizaciuli struqturis Seqmnis sami stadia?
3. ra aris marTvis norma?
4. ra igulisxmeba vertikalur organizaciul struqturaSi?
5. rogori aris horizontaluri organizaciuli struqtura?
6. ratom uwyobs horizontaluri organizaciuli struqtura xels
axlis DSeqmnis process?
7. rogori aris vertikaluri da horizontaluri struqturis
saukeTeso Tanafardoba?
8. rogor SeiZleba gamoviyenoT saukeTesod horizontaluri
organizaciuli struqtura?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. dagvisaxeleT organizaciuli struqturis Seqmnis mizani?

menejerebi iyeneben organizaciul struqturas Sromis danawilebasa
da calkeuli jgufebis an muSakebisadmi formaluri valdebulebebis
gansazRvris mizniT, marTvis normis da organizaciis amocanebis
koordinaciisaTvis.
2. dagvisaxeleT is problemebi, romlebic. dakavSirebulia
specializaciasTan. specializaciis gadaWarbeba axSobs Sromis stimulebs,
axdens muSakis Sromas Sedegebis da kompaniis miznebisagan gankerZovebas.
3. riT aris ganpirobebuli struqturuli erTeulebis formirebis
gaucxoebas?
struqturuli erTeulebis formirebis procesSi samuSao iyofa ufro
wvril funqciebad, personali nawildeba ganyofilebebis mixedviT, xolo
ganyofilebebi erTiandeba ufro msxvil struqturul erTeulebSi.
4. dagvisaxeleT ganyofilebaTa formirebis xuTi meTodi?
ganyofilebebi SeiZleba Seiqmnas: 1) funqciebis; 2) specializaciis tipis; 3)
gundebis; 4) matricebis; 5) qselebis mixedviT.
5. riT gansxvavdeba horizontaluri organizaciuli struqtura
vertikalurisagan?
vertikaluri struqtura gulisxmobs marTvis ierarqiuli doneebis
mixedviT mkacr kontrols, organizaciis SigniT mkacr regulirebas,
xelisuflebis centralizacias. horizontaluri struqtura arbilebs
kontrols, funqcionaluri movaleobani ganisazRvreba muSakebis
moTxovnebis Sesabamisad, xdeba uflebebis delegireba ierarqiis doneebis
mixedviT.
6. dagvisaxeleT horizontaluri organizaciis sami saSualeba?
horizontaluri organizaciis sami yvelaze gavrcelebuli saSualeba
aris: informaciuli sistemebi, gundebi, problemuri jgufebi, menejer-
integratorebi.
7. dagvisaxeleT araformaluri organizaciuli struqturis dadebiTi
da uaryofiTi niSnebi?
araformaluri organizaciuli struqturis dadebiTi niSnebi _ is
aZlevs muSaks SesaZleblobas, rom airCios Tavisi adgili socialur
sferoSi; xels uwyobs stresul situaciebSi ganmuxtvas; aris
xelmZRvanelobisaTvis informaciis mopovebis wyaro; avlens momaval
liderebs.

197
 uaryofiTi Tvisebebi _ is axdens konfliqtebis provocirebas im
situaciebSi, romlebic moiTxoven oficialur organizacias, xdeba xmebis
gavrcelebis mizezi; xels uwyobs kompaniis gegmis Seusruleblobas.
8. CamogviTvaleT korporaciuli kulturis dadgenis eqvsi tipi?
korporaciuli kulturis dros 1)unda ganisazRvros qvedanayofebis
ganlageba ise, rom cxadi gaxdes maTi damokidebuleba kompaniis
xelmZRvanelobasTan; 2) aucilebelia davazustoT, Tu rogor sruldeba
kompaniis lozungis moTxovnebi; 3) davadginoT Tu rogor aris
organizebuli korporaciis samdivno; 4) rogor arian datvirTuli muSakebi;
5) vin daeqvemdebareba Tanamdebobriv zrdas; 6) ramdenad xangrZlivad
muSaoben adamianebi erTsa da imave Tanamdebobaze.

198
 Tavi X
saqonlisa da momsaxurebis warmoeba

veraviTari Terapia ver SeuSlis xels

sawarmoebis, cxovrebis arsebobis,
formirebis, kulturuli faseulobebis,
iadealebis deklarirebis diad
ekonomikur process; es procesi
ekonomikaSi, kerZo sakuTrebisa da
konkurenciaSi aris axali ekonomikuri da
socialuri biZgis aucilebeli Sedegi.
i. Sumpeteri

eweva ra risks, romelic dakavSirebulia

produqciaze moTxovnis meryeobasTan,
mewarmes aqvs garkveuli Semosavali,
romelic mas gamoarCevs sazogadoebis
sxva klasebis warmomadgenlebisagan.
r. kantilioni

detalebSi imaleba yvelaze didi

eSmaki.
u. CerCili

am TavSi Tqven gaecnobiT:

1. konversis 2. biznesis 1. warmoebis

process; strategiis operatiul
samrewvelo realizacias; marTvas; sawarmoo
revoluciebis sawarmoo procesis
arssa da teqnologiebs; dagegmvas,
mniSvnelobas; viwro marSrutizacias;
sawarmoo specializaciis kalendaruli
teqnologiuri sawarmoebs. gegemebis arss,
procesis cvlas; dispeCerizacias;
sawarmoo warmoebis
procesebis Sedegebis
kompiuteruli kontrols.
marTvis process.

199
 X. 1. warmoebis procesis genezisi da ganviTareba

nebismieri biznesis safuZveli aris warmoeba,36 romlis qveSac

igulisxmeba materialuri resursebis saqonlad da momsaxurebad
gardaqmnis procesi.
warmoebis procesis arsi gamomdinareobs konversiidan, ukanasknelis qveS
igulisxmeba movlenebis is Tanamimdevroba, rodesac resursebi
Tanmimdevrulad gardaiqmneba produqciad. es procesi sqematurad
warmogvidgeba Semdegi saxiT. (ix. nax. #24).

danaxarjebi gardaqmna produqcia

nax # 24 konversia firmaSi

es sqema misaRebia, rogorc materialuri aseve aramaterialuri

warmoebis sferosaTvis. ase magaliTad, kompaniis marTvis dargSi
specialistis codna SeiZleba gardaiqmnas kompaniis marTvis gaumjobesebis
sferoSi rekomendaciad. paltos damzadebis procesSi konversias ganicdis
Semdegi resursebi: tilo, Zafi da Rilebi, maTi warmoebaSi CabmiT,
vRebulobT materialur produqcias - paltos.
ganasxvaveben konversiis 2 ZiriTad tips: pirveli, romelic cnobilia,
rogorc analitikuri da is gulisxmobs, rom erTi da imave saxeobis
nedleulidan iwarmoeba erTi an ramdenime produqti. ase magaliTad,
saqonlis dafasoebiT vRebulobT tyavs, xorcs, Zvals da a.S. konversiis
meore tipi aris sinTetikuri. ukanasknelSi igulisxmeba sxvadasxva
masalidan produqciis warmoebis procesi. ase magaliTad, fuladi
warmoeba moiTxovs rkinis madnis, koqsis gadamuSavebas, maT maRal
temperaturaze sxvadasxva mineralur nedleuls umateben.
warmoebis saboloo mizani aris mogebis miReba. progresulad moazrovne
mwarmoeblebi cdiloben, miaRwion warmoebis maRal efeqtianobas, maT mier
gamoSvebuli produqciis xarisxis amaRlebis sa-fuZvelze
konkurentunarianobis zrdas.
kacobriobis mTeli istoriis manZilze adamianebi cdilobdnen, moeZebnaT
mewarmoebiTi saqmianobis produqtiulobis amaRlebis gzebi.
produqtiulobis qveS igulisxmeba yvela warmoebiTi resursis maqsimaluri
ukugeba. danaxarjTa minimizaciis pirobebSi 200 wlis ukan inglisSi
ganxorcielda sawarmoo procesis teqnologiuri srulyofa, rac istoriaSi
Sevida pirveli samrewvelo revoluciis saxelwodebiT.
pirvel etapze man moicva warmoebs meqanizacia, anu xeliT Sromis
meqanikuri saSualebebiT Secvlis procesi. meore mniSvnelovani nabiji am
gzaze aRmoCnda standartizacia, anu erTgvarovani urTierTSemcvleli

36
ufro dawvrilebiT warmoebis roli biznesSi aRwerilia wignSi: T. Sengelia, sawarmoos
ekonomika. Tb. 1999 w. 593 gv.

200
nakeTobebis Seqmnis procesi. mesame nabiji dakavSirebulia cnobil
`fordis~ avtoindustriis damaarseblis genri fordis saxelTan, mis
sawarmoebSi pirvelad nakaduri warmoebis - konveieris warmoSobasa da da
nergvasTan. mas Semdeg, rac mewarmeebma SeZles meqanizaciis,
standartizaciis da konveieruli warmoebis danergva, dRis wesrigSi dadga
ZviradRirebuli xeliT Sromis avtomaturiT Canacvlebis procesi, rac
dakavSirebulia avtomatizaciasTan, anu warmoebis iseT organizaciasTan,
rodesac meqanikuri operaciebi sruldeba adamianis minimaluri
monawileobiT.
am procesebma safuZveli Cauyara masobriv warmoebas, anu warmoebis im
yvelaze produqtiul formas, rodesac erTgvarovani produqcia masobrivad
iwarmoeba da ikavebs Tavis adgils bazarze, riTac mniSvnelovnad ecema
misi fasi da is xelmisawvdomi xdeba adamianebis didi jgufisaTvis. amiT
aris motivirebuli masobrivi warmoebis mqone qveynebSi xalxis SedarebiT
maRali cxovrebis done.
meore samrewvelo revolucia gacilebiT mets niSnavs, vidre Sromis
nayofierebis zrda. es aris warmoebaSi sruliad axali teqnologiuri
miRwevebis danergvis procesi. Tanamedrove kompaniebi warmoebis processa
da struqturas ganixilaven, rogorc strategiul iaraRs da ara mxolod
Sromis nayofierebis zrdisa da TviTRirebulebis Semcirebis wyaros,
[54,p.100]. isini cdiloben, `aamaRlon warmoebis efeqtianoba misi yvela
Semadgenlis: sawarmoo teqnologiis, warmoebis procesis gaumjobesebis,
materialuri resursebis srulyofis, produqciis xarisxis amaRlebisa da
adamianur urTierTobaTa srulyofis gziT. warmoebis organizaciis
Tanamedrove teqnologiebs miekuTvneba:
- kompiuteruli daproeqteba da konstruqtireba;
- kompiuterizebuli warmoeba;
- kompiuteruli sistemis warmoebaSi integrireba;
nebismieri tipis produqciis Seqmnis amosavali punqti aris daproqteba.
Tanamedrove teqnologiebSi kompiuterebi gadamWrel rols TamaSoben.
kompiuteruli daproeqteba aris kompiteruli grafikis gamoyeneba
produqciis damzadebis procesSi, masTan mWidrod aris dakavSirebuli
kompiuteruli konstruireba. kompiuterze agebuli samganzomilebiani
konstruqcia da misi gaangariSebani SesaZleblobas aZlevs inJinrebs,
Caataron am nakeTobis testireba (gamocda) misi eqsperimentaluri modelis
Seqmnis gareSe. ase magaliTad, `boingis~ firmis inJinerma maTi ` ~
modelis TviTmfrinavis daproeqtebis procesSi Seqmnes virtualuri
produqcia, romlis gamocda (testireba) SesaZlebeli gaxda awyobis
procesis organizaciamde. [137,p.28]. amdenad, Tanamedrove teqnologiebi
iZleva SesaZleblobas, srulad Semowmdes nakeTobis yvela parametri
warmoebaSi CaSvebamde.
kompiuterebis gamoyenebas (robotebis, teqnikuri kontrolis
mowyobilobis, avtomaturad marTvadi satransporto saSualebis)
samrewvelo mowyobilobis kontrolis mizniT, ewodeba kompiuterizebuli
warmoeba. aseTi warmoeba swrafad xdeba axali tipis produqciis danergvis
umniSvnelovanesi faqtori. magaliTad, kompania `oneida ltd~ misi
produqciis warmoebis procesSi. iyenebs daproeqtebis analogiur
teqnologias amis safuZvelze, daproeqtebis warmoebis procesi, romelic
70 mde dRes moiTxovda, amJamad sruldeba mxolod 35 dReSi~[120,p.48].

201
 kompiuterizaciis yvelaze maRali done miiRweva im warmoebaSi,
romelic integrirebulia kompiuterul sistemaSi, rodesac daproeqtebis,
konstruqtirebis da warmoebis yvela komponentebi erTiandeba erTian
kompiuterul qselSi, romlis meSveobiTac warmoebis yvela qveganayofi
amyarebs erTmaneTTan kavSirs. [258,p.20]. mravali kompaniisaTvis warmoebis
aseTi tipi konkurenciul brZolaSi aris ufro mniSvnelovani gza, vidre
avtomatizaciis msxvili sqemebi, romlebic gamoiyeneba ukanaskneli aTi
wlis ganmavlobaSi. [214,p.687].
warmoeba integrirebul kompiuterul sistemaSi aris momavlis
teqnologia, romelsac dResac iyenebs iaponuri kompania `fanuki~, sadac
momuSaveTa mier dRisiT mzaddeba robotebis detalebi, xolo Ramis
saaTebSi mTels sawarmoo process axorcielebs erTi muSa, robotebis
farTo warmomadgenlobiT. [258,p.21].
samrewvelo revoluciis erT-erTi miRweva aris ramodenime amwyob
konveierze erTi saxeobis produqciis Seqmna. warmoebis procesSi
dReisaTvis aSkarad gamoikveTa axali tendencia. drekadi sawarmoo
sistemebis danergva da viwro specializebuli sawarmoebis Seqmna
warmoadgens progresuli warmoebis ganviTarebis safuZvels.
drekad sawarmoo procesebSi mowyobilobis regulireba xdeba
kompiteruli sistemebiT. drekadi sawarmoo procesebis pirobebSi, erATi
saxeobis produqciidan meoreze gadasasvlelad saWiroa am procesis
kompiuteruli marTva, rac ar moiTxovs saamqroebis srul gadawyobas. am
sistemebis meSveobiT, `jeneral eleqtrikis~ im qarxanas, romelic uSvebs
eleqtromricxvelebs, SeuZli, martivad, axleburad daprogramebis Semdeg,
gamouSvas nebismieri im ori aTasi nawarmidan, romelic Seadgens am
korporaciis nomenklaturas.
drekadi sawarmoo sistemis erT-erTi upiratesoba mdgomareobs imaSi,
rom mis safuZvelze moqmedi sawarmoebi SeiZleba iyos mcire zomis da
gaaCndeT specializaciis maRali xarisxi. amdenad, yovelive es Seadgens
viwro specializebul sawrmos Taviseburebas. viwro specializebuli
sawarmo axdens bazris viwro segmentisaTvis mcire asortimentis saqonlis
warmoebaze yuradRebis koncentracias.
aseT warmoebas safuZvelSi udevs ori mniSvnelovani faqtori:
pirvelis mixedviT, erT sawarmoze Znelia produqciis warmoebasTan
dakavSirebuli yvela sakiTxis gadawyveta, xelmZRvanelobam unda daadginos
prioritetuli sakiTxebis rigiToba da moaxdinos maTze yuradRebis
koncentrireba. meore, mdgomareobs imaSi, rom warmatebuli saqmianoba
eqvemdebareba simartives da ganmeorebadobas. viwro specializebuli
sawarmo, mkafio amocanebiT, gamarTuli menejmentiTa da mdidari
gamocdilebiT aris is, rac aucilebelia Tanamedrove pirobebSi biznesis
efeqtianobis amaRlebisa da konkurentunarianobis zrdisaTvis.

X. 2. biznesis sawarmoo strategia

1980 wlidan kompaniebis sul ufro didi raodenoba cdilobs Tavisi

sawarmoo SesaZleblobebis strategiul ganviTarebas. es sawarmoo
strategiebi, anu droSi gadawyvetilebaTa miRebis dinamika,
orientirebulia konkurenciuli upiratesobis mxardaWeraze. amdenad,
firmis yvela funqcionaluri strategia (sawarmoo, safinaso, samarketingo

202
da sxva) gamomdinareobs biznesis saerTo miznebidan, ufro sworad,
emorCileba biznesis miznebis moTxovnebs.
sawarmoo strategia, unda ganvasxvaoT sawarmoos Tanamedrove
teqnologiuri miRwevebis danergvisagan. warmoeba strategiuli
upiratesobis wyaro xdeba maSin, rodesac misi Zalisxmeva mimarTulia
saqmianobis im sferoze, romelic mas upiratesobas aniWebs konkurentebis
winaSe. aRniSnulidan gamomdinare, warmoebis strategia aris ara mxolod
misi teqnologiuri ganviTareba, aramed saqmianobis im mimarTulebis
srulyofa, romelic mas prioritets aniWebs konkurentebTan SedarebiT.
yovelive es iZleva kompaniis ganviTarebis SesaZleblobas. konkurenciis
mudmivad cvalebad dinamikur garemoSi.
sawarmoo procesis marTva aris biznesis strategiis realizacia.
sawarmoo procesi es aris im operaciebis erToblioba, romlis saSualebiT
firma qmnis materialur sikeTeebs da awvdis maT momxmareblebs. am
procesebSi aisaxeba firmis is ZiriTadi SesaZleblobani, romlebic
gansazRvraven misi ganviTarebis perspeqtivas. firmis ZiriTad
SesaZleblobaTa realizacia gansazRvravs mis warmatebas. Sesabamisad, maTi
swori marTva iZleva SesaZleblobas ara mxolod davakmayofiloT
dRevandeli momxmareblebis moTxovnebi, aramed movaxdinoT momavalSi maTi
prognozireba. kargad momuSave warmoebas gaaCnia ganviTarebis strategiuli
SesaZleblobebi, radganac gamonTavisuflebuli resursebi SeiZleba,
gamoviyenoT axali miznebisaTvis. 1990 wels kompania `reiqhemi~ aRmoCnda
krizisis winaSe, radganac menejerebis ZiriTadi problema daiyvaneboda
mxolod gasaRebis bazrebis Zebnaze. kompaniaSi gatarebuli reformebi
Seexo sxvadasxva sferoebs: Camoyalobda mmarTveli gundebi, ris gamoc
gamoTavisuflda muSakebis 33%, dainerga logistikuri momaragebis funqcia
`zustad droze~, ris gamoc sasawyobo danaxarjebi 7 milioni dolariT
Semcirda. produqciis TviTRirebulebis Semcirebis Sedegad, kompania
gavida axal bazarze, ris gamoc is gaxda ara mxolod momgebiani, aramed
Seqmna perspeqtiuli ganviTarebis strategiuli SesaZleblobebi. [130,p.42].
sawarmos menejerebis ZiriTadi funqcia mdgomareobs imaSi, rom firmam
aiTvisos warmoebis da organizaciis yvelaze mowinave meTodi,
modernizaciis Sedegad SeinarCunos mowinave poziciebi bazarze. saukeTeso
maCvenebeli, romelic asaxavs firmis mowinave miRwevebs aris Sromis
nayofiereba. urTierTdamokidebuleba am or parametrs Soris SeiZleba
grafikulad Semdegnairad aisaxos.
ix. bax. #25

maRali Sromis nayofierebis umaRlesi done

Semdgomi zrda
xarisxi

dabali

203
 maRali dabali

TviTRirebuleba

naxati #25 mowinave miRwevebsa da Sromis nayofierebas Soris

urTierTdamokidebuleba (wyaro: Porter M. E. What is stratey?//
Harvard Business Review. 1996. December, p. 62.)

rogorc naxazidan Cans, is firmebi, romlebic B doneze dabla

muSaoben, konkurentebTan SedarebiT ufro maRali TviTRirebulebis
produqcias uSveben. firmebi, romlebmac miaRwies mowinave dones A
wertilSi momxmareblebs sTavazoben ufro iaf saqonelsa da momsaxurebas.
amocana mdgomareobs iseT axal strategiul SesaZleblobebaTa SeqmnaSi,
rom SesaZlebeli gaxdes momxmareblebisadmi kidev ufro dabali
TviTRirebulebis mqone, xarisxiani produqciis miwodeba.
ukanaskneli miiRweva sawarmoo procesebis sawarmoo da operatiuli
marTvis gaumjobesebiT, maTi kontrolis meTodebis danergvis,
kalendaruli gegmebis Sedegebis optimizaciis, dispeCerizaciis srulyofis
xarjze. ganvixiloT TiToeuli maTgani.

X. 3. warmoebis sawarmoo da operatiuli marTva

warmoebis sawarmoo da operaciuli marTva daiyvaneba organizaciis im

resursebis koordinaciaze, romelic aucilebelia garkveuli saxeobis
saqonlisa da momsaxurebis warmoebisaTvis. rogorc marTvis sxva meTodebi,
sawarmoo da operatiuli marTva moicavs umTavres funqciebs – dagegmvas,
organizacias, xelmZRvanelobasa da kontrols.
sawarmoo da operatiuli marTva viTardeba, rogorc biznesis sferos
specializebuli erT-erTi dinamiuri dargi. sawarmoo da operatiuli
marTva aris rTuli procesi, misi mizezebia:
- misi gamoyenebis sfero efuZneba swraf cvlilebebs;
- ar moicavs saqmianobis did areals, dawyebuls bazris
SesaZleblobebis SeswavliT da damTavrebuls sawarmoo dagegmviTa
da kontroliT;
- marTvis es sfero aucilebelia yvela tipis kompaniisaTvis maTi
masStabebisagan damoukideblad
sawarmoo da operaciuli marTva iseve, rogorc marTvis sxva meTodebi
moiTxovs kompaniis miznebis droul gansazRvras, maTi realizaciis
strategiis dadgenas, im standartebis SemuSavebas, romlebsac unda
SevadaroT sawarmoo saqmianobis Sedegebi, produqciaze moTxovnis
prognozirebas, produqciis asortimentisa da xarisxis parametrebis
dadgenas da sxva.
pirvel rigSi erT-erTi ZiriTadi problema, romelic moiTxovs
gadawyvetas, sawarmoo simZlavreebis ganTavsebis sakiTxia. problemis
gadawyvetis procesSi mniSvnelovania iseTi sakiTxebis Seswavla,
rogoricaa sawarmos siaxlove iafi resursebis wyaroebTan da

204
satransporto qselis ganviTarebis done. sawarmoo simZlavreebis
ganTavsebis Sesaxeb gadawyvetilebaTa miRebis procesSi gaiTvaliswineba
iseTi mniSvnelovani faqtorebi, rogoricaa xalxis cxovrebis doneebSi
regionaluri sxvaoba, momuSaveTa kvalifikacia da samuSao Zalis
Rirebuleba. sawarmoo simZlavreebis ganlagebis Sesaxeb gadawyvetilebis
miRebis procesebze moqmedi faqtorebis nusxa, warmodgenilia Semdegi
cxrilis saxiT:

geografiuli mdebareoba 64%

samuSao Zalis maRali nayofiereba 59%
satransporto mimosvla 54%
politikuri stabiluroba 38%
grZelvadiani dafinanseba 32%
faqtorebi

energia da energiis wyaroebi 30%

nedleulis siaxlove 28%
sagadasaxado SeRavaTebi 27%
sagadasaxado krediti 26%

cxrili #14 sawarmoos simZlavreebis Sesaxeb gadawyvetilebis miRebis

procesze moqmedi faqtorebis nusxa.
es cxrili gviCvenebs sxvadasxva faqtorebis ganzogadebul zemo-qmedebas
sawarmoos ganlagebis adgilis SerCevaze. cxrili Sedgenilia am dargis
1000 specialistis gamokiTxvis bazaze.37
sawarmoos ganlagebis procesSi gasaTvaliswinebelia firmis specifika.
ase magaliTad, is firmebi, romlebsac sWirdebaT kvalificiuri
ekonomistebi, inJinrebi an kompiuteris specialistebi ganTavsdebian im
raionSi, sadac aris bevri universiteti. magaliTad, aSS-Si _ bostonSi,
saqarTveloSi-TbilisSi. iafi muSaxelis SerCevis procesSi unda
davadginoT is raioni, sadac dadgenilia Sromis yvelaze dabali fasi.
warmoebis dawyebis procesSi gamocdili menejerebi axdenen warmoebis
faqtorebis organizebis meTodis gamoyenebas, romlis ZiriTadi arsi
daiyvaneba imis Seswavlaze Tu, ra raodenobis produqcia unda vawarmooT
arsebuli resursebis pirobebSi drois ama Tu im intervalSi. firmis
ekonomikuri potencialis da konkurentebis analizis safuZvelze,
menejerebi gansazRvraven momavalSi kompaniis produqciaze moTxovnas.
aseTi Sefasebebi gegmis, biujetis, resursebis gamoyenebis grafikis
SedgenaSi gamoiyeneba.

X. 4. sawarmoo procesis kontroli

imisaTvis, rom Segveqmnas warmodgena im farToO diapazonis sxvadasxva

saxeobis saqmianobaze, romlisganac Sedgeba sawarmoo da operatiuli
marTva, aucilebelia, ganvixiloT sawarmoo procesis kontroli, anu im
sakiTxebis gadawyvetis Tanamimdevroba, romliTac miiRweva maRali
efeqtianobis, konkurentunariani produqciis damzadeba.
sawarmoo procesze kontrolis meTodebi sxvadasxva kompaniaSi SeiZleba
gansxvavebuli iyos, amasTan, calkeuli kompaniisaTvis am TvalsazrisiT
gamoiyeneba is zogadi wesebi, romelic moicavs xuT ZiriTad safexurs:

37
wyaro: Mark L. Goldstein. Choosing the Right Site//Industry Week. 1999. April. 58

205
  sawarmoo dagegmvas;
 sawarmoo procesis samarSruto-teqnologiuri ruqis SemuSavebas
(marSrutizacia);
 kalendarul dagegmvas;
 dispeCerizacias da Sesrulebis kontrols.

imisaTvis, rom davaxasiaToT es safexurebi, pirobiTi magaliTis saxiT

aviRoT saSualo masStabebis kompania, romelmac miiRo SekveTa 500 cali
TeTri da 500 yavisferi karadis damzadebaze.
mas Semdeg, rac kompaniam gansazRvra miznebi, aucilebeli xdeba
sawarmoo procesis dagegmva. warmoebis procesis mmarTveli, inJinrebisa
da konstruqtorebisagan Rebulobs aucilebeli operaciebis detalur
aRweras, mowyobilobisa da materialuri resursebis CamonaTvals.
resursebis CamonaTvalSi ganisazRvreba Tu romeli naxevarfabrikati da
masala mzaddeba kompaniaSi da romeli unda SeviZinoT garedan.
aucilebelia davadginoT maTi garedan Semozidvis wyaroebi.
Semdegi nabiji aris marSrutizacia (samarSruto teqnologiuri ruqis
Sedgena). ukanasknelSi igulisxmeba operaciaTa Tanmimdevroba, nedleulisa
da masalebis mierAMam operaciebis gavlis marSrutis dadgena.
marSrutizacia damokidebulia gamosaSvebi produqciis Taviseburebebze da
mocemul sawarmoSi samuSaoTa organizaciis sqemaze. arsebobs samuSaoTa
organizaciis sami ZiriTadi sqema: 1) sawarmoo procesis; 2) konveierze
muSaobis; 3) samuSaoTa fiqsirebul pirobebSi warmoebis sqemebi. es sqemebi
misaRebia, rogorc saqonlis, aseve momsaxurebisaTvis.
karadebis damamzadebel kompanias gaaCnia sami struqturuli erTeuli
_ pirveli, sadac xdeba xisgan karadis aucielebli komponentebis
formireba; meore, sadac mimdinareobs naxevarfabrikatebis gadamuSaveba da
mesame, sadac mimdinareobs awyobisa da nakeTobis saboloo gaformebis
procesi. am samive fazas ewodeba sawarmoo procesis sqema. miuxedavad imisa,
rom sawarmoo procesi viTardeba am sqemiT, es niSnavs imas, rom masalebi
gadamuSavebis procesSi analogiuri TanamimdevrobiT moZraoben. maTi
moZraobis marSrutebi erTob gansxvavebulia.
sawarmoo procesis sqemebi gamoiyeneba agreTve im dargebSi, romlebic
dakavebulia momsaxurebis sferoSi. magaliTad, kolejs SeiZleba gaaCndes
enebis swavlebis, samecniero, saswavlo da sxva ganyofilebani. imis
mixedviT, Tu rogor moZraoben studentebi am saganmanaTleblo seqtorSi,
xdeba mTlianad saswavlo procesis formireba.
sawarmoo procesis sqemebis paralerulad SeiZleba arsebobdes
konveierze muSaobis sqemac. ukanasknelSi igulisxmeba samuSao adgilebis
im TanamimdevrobiT ganlageba, rodesac nedleulisa da masalebis
gadamuSavebis gziT sawarmoo operaciebi sruldeba Tanmimdevrulad.
warmoebis es sqema tipiuria saavtomobilo, kompiuterebisa da sxva
warmoebaTaTvis.
es sqema, aseve, gamoiyeneba momsaxurebis rig dargebSi. magaliTad,
universitetSi studenti kursidan kursze rom gadavides, man unda moipovos
kreditebis is aucilebeli raodenoba, romelic saWiroa.
fiqsirebul poziciaSi muSaobis sqemas iyeneben is kompaniebi,
romlebic awarmoeben mZime da didi masis im produqcias, romlis awyobis
procesSi gdaadgileba SeuZlebelia. aseTebia, magaliTad, didi
tvirTamweobis TviTmfrinavebis warmoeba, Tu samSeneblo kompaniebi. wina

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ori sqemisagan gansxvavebiT, mocemul SemTxvevaSi, mTeli sawarmoo procesi
mimdinareobs erT adgilas an erT obieqtzea koncentrirebuli. aseTi
meTodika iZleva SesaZleblobas, davzogoT is resursebi, romlebic
aucilebelia nakeTobis gadaadgilebisaTvis. amasTan, mniSvnelovnad
rTuldeba samuSaoTa Catarebis grafiki.
es sqema gamoiyeneba momsaxurebis sferoSic. ase magaliTad, saxlis an
ezos keTilmowyobis procesSi, an intensiuri Terapiis ganyofilebaSi,
sadac pacienti rCeba erT adgilas, xolo eqimebis, wamlebis, kvebis
koncentrireba xdeba palataSi.

X. 5. kalendaruli dagegmva

warmoebis mmarTveli sawarmoo procesSi unda adgendes samarSruto-

teqnologiuri procesis drois SezRudvas, romlis mizania teqnologiuri
procesis dawyebisa da damTavrebis drois dadgena.
proeqtis realizaciis sxavadsxva stadiis grafikis Sedgena
dakavSirebulia msxvil danaxarjebTan. XX saukunis dasawyisSi l.gantma
SeimuSava specialuri cxrilebis Sedgenis xerxi, romelic iTvaliswinebda
teqnologiuri ciklis yvela stadiis Sesrulebis drois dadgenas. gantis
cxrili warmogvidgeba (ix. nax. #26) Semdegi saxiT ix. es aris diagrama,
romelic gviCvenebs im drois erTeuls, romelic aucilebelia nakeTobis
yvela elementis dasamzadeblad. aseTi grafiki sakontrolo-kalendaruli
gegmis Sedgenis erT-erTi variantia, romelic menejerebs SesaZleblobas
aZlevs Seadaron samuSaos Sesrulebis faqtiuri, gegmiur dros.
warmoebis procesi aris operaciebis is kompleqsi, romelic drois
danaxarjebze ufro did zegavlenas axdens, vidre sxva danarCeni
operaciebi. magaliTad, karadis warmoebis procesSi es aris misi karebis
damzadeba. Tu karebis damzadeba moiTxovs met dros, vidre es dagegmilia,
bunebrivia, es zegavlenas moaxdens mTeli warmoebiTi procesis
xangrZlivobaze. amdenad, karebis damzadeba aris karadebis warmoebis
procesis kritikuli gza. kritikuli gzis gaangariSeba warmoebis
efeqtiani organizaciis erT-erTi mniSvnelovani etapia. kalendaruli
dagegmva kritikuli gziT warmoadgens kritikuli gzis meTods, radganac
kritikuli gzis dadgeniT, Cven ganvsazRvravT teqnologiur procesSi im
operacias, romelzec ixarjeba yvelaze meti Adro. kritikuli gzis
dadgenis safuZvelze advilia imis prognozireba, Tu rodis dasruldeba
teqnologiuri procesi mTlianad.

operaciebi ganrigi
1. karadis karebis damzadeba

2 .burRva,
qvedanayofebi

randva
1. awyoba,
SeRebva
kvirebi I II III IV V VI VII

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 nax. # 26 gantis cxrili.

fexsacmlis mrewvelobaSi kritikuli gzis gaangariSeba wa-rmodgenilia

Semdeg grafikze (ix. nax.#27), rogorc am naxazidan Cans, kritikuli dro
fexsacmlis warmoebaSi moicavs yvela ZiriTad sawarmoo operacias.
kritikuli gzis meTodi menejers aZlevs SesaZleblobas, winaswar
daadginos daZabuli dReebis raodenoba da warmoebis ciklis mTel
periodze Tanabarzomierad gaanawilos samuSao datvirTva.
kalendaruli dagegmvis kidev erTi meTodi aris programis analizi da
Sefaseba. is waagavs kritikuli gzis meTods, magram gamoiyeneba im
operaciebisaTvis, romelTa absoluturi sizustiT droSi Sesruleba
Znelia. iseve rogorc kritikuli analizis, programis Sefasebisa da
analizis meTodi SesaZlebels xdis, movaxdinoT yuradRebis koncentrireba
SekveTaze, romelic aucileblad unda Sesruldes.

quslebis quslebis quslebis

formireba dawebva mimagreba

8 dRe 4 dRe 6 dRe

yvela saboloo SefuTva gadatvir

detalis damuSaveba Tva
damagreba
dawebeba

14 dRe 10 dRe 2 dRe 2 dRe

quslebis quslebis quslebis

formireba formireba formireba
12 dRe 8 dRe 13 dRe

naxati #27. kritikuli gza.

Tu kritikuli gzis meTodSi yvela operaciis xangrZlivobis
dasadgenad gamoiyeneba Sefasebis erTi maCvenebeli, programis Sefasebisa
da analizis meTodSi gamoioyeneba oTxi maCvenebeli. [214,pp.307-308]. Mesenia:
1. optimisturi Sefaseba (Tu saqmianoba warimarTeba dadebiTad);
2. pesimisturi Sefaseba (Tu saqmianoba warimarTeba uaryofiTad);
3. SesaZlo Sefaseba (operaciis saSualo xangrZlivoba);
4. mosalodneli Sefaseba (sami zemoT miTiTebuli Sefasebis
saSualo sidide)
dispeCerizaciis qveS garkveuli saxeobis samuSaoebis Casatareblad
igulisxmeba davalebis gacemis da Sesabamisad, ganyofilebebis
kontroleblis samuSaoze zedamxedvelobis procesi. am tipis davalebebSi
ganisazRvreba produqciis warmoebasTan dakavSirebuli saqmianoba, da misi
Sesrulebis konkretuli gegma. im SemTxvevaSic ki, rodesac davalebebi
samuSaos Sesrulebaze ukve gacemulia, warmoebis mmarTveli aqtiurad ereva
maTi kontrolis gadawyvetilebaTa gadaxedvas procesSi, radganac es
samuSaoebi ver Sesruldeba avtomatur reJimSi. idealurad Sedgenili
kalendaruli gegmac ki ara aris imis garantia, rom samuSaoebi warimarTeba

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am gegmis mixedviT. garda amisa, warmoebis procesi ar aris dazRveuli
avariis, meqanizmebis dazianebisa da sxva SemTxveviTi faqtorebisagan.
amdenad, warmoebis mmarTvels unda gaaCndes imis SesaZlebloba, rom
moaxdinos am da sxva gauTvaliswinebel movlenebze operatiuli reagireba.
yvelaze efeqtiania urTierTTanamSromlobis is sistema, sadac warmoebis
mmarTveli da muSebi mudmiv SeTanxmebul reJimSi moqmedeben.
warmoebis kontrolis sistemasTan erTad, gadamWreli mniSvneloba
gaaCnia produqciis xarisxis kontrolis sistemas, rac miiRweva
mowyobilobis stendze gamocdis an saqonlis xarisxis Sefasebis gziT.
mewarmeebs dRes kargad aqvT gaTavisebuli is WeSmariteba, rom warmoebis
efeqtianobis amaRleba warmoebis yvela fazis safuZvliani analizis,
produqciis xarisxis umkacresi kontrolis gziT aris SesaZlebeli, rac
Sesabamisad, mogebis zrdis, bazarze mocemuli saxeobis produqciis
konkurentunarianobis amaRlebisa da sakuTari adgilis damkvidrebis
SesaZleblobas iZleva.

mimoxilviTi SekiTxvebi:

1. raSi mdgomareobs konversiis arsi?

2. rogoria konversiis tipebi?
3. rogor mimdinareobs firmaSi produqciis daproeqteba?
4. ra igulisxmeba firmis sawarmoo da operatiul marTvaSi?
5. ra faqtorebi zemoqmedebs sawarmoo simZlavreebis ganviTarebaze?
6. raSi mdgomareobs sawarmoo procesis kontrolis arsi?
7. ra igulisxmeba marSrutizaciaSi?
8. rogoria dispeCerizaciis mniSvneloba?
9. ra igulisxmeba kalendarul dagegmvaSi?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. sqematurad warmogvidgineT konversiis procesi?

konversiis procesi sqematurad Semdegi saxiT warmogvidgeba:
danaxarjebi gardaqmnebi Sedegebi
2. daaxasiaTeT ras iwvevs sawarmos teqnologiis gaumjobeseba?
sawarmoo teqnologiis gaumjobeseba iwvevs efeqtianobis gadidebas,
konkurentunarianobis amaRlebas, sawarmoo procesis gaumjobesebas da
produqciis maRal xarisxs.
3. dagvisaxeleT is mizezebi, romlebmac gamoiwvies masobrivi warmoebis
danergva?
es mizezebia: meqanizacia, warmoebis standartizacia, konveiruli
warmoebis danergva, avtomatizacia.
4. ra gansxvavebaa xarisxis kontrolsa da xarisxis garantias Soris?
xarisxis kontroli gulisxmobs produqciis an sawarmoo operaciebis
Sedarebas dadgenil standartebTan. xarisxis garantia moicavs yvela
saxeobis saqmianobas, romelic uzrunvelyofs produqciis maRal xarisxs.
5. daaxasiTeT sawarmoo procesis marTvis xuTi ZiriTadi safexuri?
es safexurebia: dagegmva, romelic mdgomareobs imis dadgenaSi Tu ra
raodenobis produqcia da momsaxureba unda vawarmooT, sad da ra gziT.
marSrutizacia–sawarmoo procesis Tanamimdevrobis dadgena. disp-

209
 eCerizacia-sawarmoo davalebebis ganawileba, kontroli – anu imis da-
zusteba, Tu ramdenad gegmazomierad mimdinareobs sawarmoo operaciebi.
6. dagvixasiTeT warmoebis organizaciis sami ZiriTadi sqema?
pirveli sqemis Sesabamisad, gadamuSavebis procesSi nedleuli gadadis
Tanmimdevrulad erTi adgilidan meorisaken. is yvela ganyofilebaSi
ganicdis specialur gadamuSavebas. konveiruli gadamuSavebis SemTxvevaSi,
nedleuli moZraobs konveierze da ganicdis Tanmimdevrul gadamuSavebas.
fiqsirebul poziciaSi gadamuSaveba gulisxmobs produqciis erT adgilas
awyobas, sadac xdeba aucielebli mowyobilobis, naxevarfabrikatebis da
kvalificirebuli muSaxelis koncentracia.
7. romelia kalendaruli dagegmvis srulyofis sami meTodi?
es meTodebia: 1) gantis grafiki, rac gulisxmobs sagegmo davalebaTa
Sesrulebis grafikis Sedgenas; 2) kritikuli gzis meTodi, romelSic
igulisxmeba im davalebaTa Tanmimdevrobis dadgena, romlebic moiTxoven
yvelaze did dros. is xels uwyobs produqciis realizaciis droiTi
CarCoebis kontrols; 3) programis Sefasebisa da analizis meTodi,
romelic efuZneba davalebaTa statistikur Sefasebas.

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 Tavi XI
materialuri resursebis marTva da logistika biznesSi

imisaTvis, rom SevivrZnoT ekonomikuri

analizis agebis esTetika, saWiroa mxolod
logikuri azrovneba da gancvifrebis unari
imis Taobaze, rom aseT daskvnebs namdvilad
aqvs sasicocxlod didi mniSvneloba
milionobiT adamianisaTvis mTel dedamiwaze.
p. hamuelsoni

mewarmis roli mdgomareobs imaSi, rom

moaxdinos moZvelebuli warmoebis reformireba
an revolucionizireba gamogonebebis
gamoyenebiT.
i. Sumpeteri

am TavSi Tqven gaecnobiT:

1. logistikis 2. logistikis 3. momaragebis

koncefciis saxeebs; logistikis meTodebs firmaSi;
evolucias; miznebs; momaragebis momaragebis
logistikas, rogorc funqciebs; programas;
mecnierul logistikis materialur
mimarTulebas; funqciebs; resursebze
logistikis logistikis moTxovnis dadgenas;
ganviTarebisa da obieqtebs. miwodebaTa
infraindustriis politikas; saqonlis
formirebas. miwodebis dagegmvas.

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 XI. 1. logistikis roli biznesis ganviTarebaSi

Tanamedrove biznesi orientirebuli samewarmeo procesebis raci-

onalizaciaze. amasTan, samewarmeo biznesi gulisxmobs materialuri
energetikuli, informaciuli, samgzavro nakadebis sinqronizacias.
msxvili korporaciebis biznesi es aris drouli amoqmedeba yvela am
nakadis warmoebis procesSi, rasac biznesis logistikuri marTva ewodeba.
amdenad, logistika da biznesi mWidro urTierTkavSirSi imyofebian,
biznesSi mTavari aris materialuri resursebis sabazro sivrceSi mopoveba,
maTi drouli CarTva warmoebisa da momsaxurebis procesSi.
biznesi warmoudgenelia informaciuli nakadebis mopovebis,
damuSavebis, gacvlis gareSe. informaciuli bazis regulireba aucilebelia
biznesis yvela stadiaze, misi ganxorcielebis yvela etapze. amasTan,
Tanamedrove kompiuteruli baza iZleva am nakadebis moZiebis, maTi swori
warmarTvis SesaZleblobas.
biznesSi mniSvnelovania ara marto kadrebis SerCeva da dasaqmeba,
aramed samgzavro nakadebis regulireba, rac aseve logistikuri dagegmvis
gziT xdeba SesaZlebeli.
amdenad, Tanamedrove biznesSi mniSvnelovan adgils ikavebs
logistikuri marTva. misi aTvisebis da gamoyenebis meTodebi
damokidebulia sazogadoebis ganviTarebis xarisxze. amitomac aris, rom
biznesis logistikuri marTva gamoiyeneba im qveynebSi, romelTa
ekonomikuri ganviTarebis done maRalia da Sesabamisad, maRalia biznesis
mzadyofnis xarisxic logistikuri mimarTulebebis realizaciaSi.
biznesi da logistika ganuyofeli procesebia, ramdenadac Tana-
medrove biznesSi drois 98 procenti ixarjeba materialuri, SromiTi da
finansuri resursebis mopovebisa da gamoyenebis procesebze.
XX saukunis 60-ian wlebSi biznesis ganviTarebis xarisxis amaRlebam
materialuri resursebiT momaragebis problemebis gaCena gamoiwvia.
firmebis winaSe dadga masala nakadebis moZraobis, maragebis Senaxvis da
produqciis transportirebis danaxarjebis Semcirebis problemebi,
gamwvavda energetikuli, kompiuteruli nakadebis regulirebis problemebi,
mniSvnelovnad gafarTovda saerTaSoriso logistikis CarCoebi.
dinamikuroba warmoadgens sawarmoo-ekonomikuri saqmianobis ZiriTad
atributs. dinamikis safuZveli aris nakaduri procesebi. `nakadSi~
igulisxmeba materialuri, sasaqonlo, satvirTo, informaciuli, fuladi,
energetikuli, samgzavro nakdebi, romlebic esoden mniSvnelovania
biznesSi. logistika swavlobs am nakadebs ara rogorc materializebuli
sagnebis abstraqciuli moZraobis formas, aramed rogorc konkretul
obieqts, romelic viTardeba garkveuli kanonebis safuZvelze.
nakadebisadmi logistikuri midgoma iZleva uZlieres efeqts, romlis
Sedegia nebismier pirobebSi maqsimaluri progresis miRweva, rasac bazris
turbulentobis pirobebSi udidesi mniSvneloba gaaCnia, rogorc lokalur
doneze nebismieri firmisaTvis, aseve biznesisaTvis sazogadoebriv
maStabebSi.
amiT aris nakarnaxevi Tanamedrove biznesisaTvis logistikis
safuZvlebis aTvisebis aucilebloba, misi gamoyeneba samewarmeo saqmianobis
procesSi.

XI. 2. logistikis koncefciis evolucia

212
 samecniero terminebs _ `logistika~-s da `logika~-s gaaCniaT saerTo
safuZvlebi. logistika warmoadgens logikis, rogorc azrovnebis
meTodebisa da Tvisebebis Sesaxeb mecnierebis Sinaarsobriv gagrZelebas.
logistikas, rogorc mecnierebas safuZveli Caeyara Zvel saberZneTSi.
Zveli berZnebisaTvis mecniereba logistika Seiswavlida angariSebis,
gaangariSebaTa sistemas. im umaRlesi donis Cinovnikebs, romlebic
awarmoebdnen sameurneo, safinanso da savaWro saqmianobaze kontrols –
ewodebodaT logistebi. arqimedes mtkicebiT. Cv. welT aRr. IV saukuneSi
Zvel saberZneTSi iyo 10 logistiki. Zvelma berZnebma es termini gadmoiRes
Zveli romaelebisagan. ukanasknelni masSi sxva Sinaars debdnen da mis qveS
gulisxmobdnen kvebis produqtebis an sakvebis ganawilebas. Sesabamisad, is
moqalaqeebi, romlebic am funqcias asrulebdnen, romis imperiis qalaqebsa
da soflebSi iwodebodnen logistikebad.
Semdgom epoqaSi, yvelaze adreul wyaroebSi, logistikis Sesaxeb
mosazrebebi gvxvdeba bizantiaSi da is ukavSirdeba bizantiis mefis (866-912)
leon VI-s moRvaweobas. am termins leon VI iyenebs Tavis saxelmZRvaneloSi
samxedro saqmis Sesaxeb. is mas ganmartavs, rogorc mecnierebas jaris,
momaragebisa da marTvis Sesaxeb. bizantiur armiaSi arsebobda specialuri
Tanamdeboba `logistasi~. ukanasknels ekisreboda sabrZolo laSqrobis
momaragebisa da sxva sakiTxebi.
sistematizebuli Sromebi logistikis Sesaxeb gvxvdeba frangi
samxedro Teoretikosis antuan anri jominis wignebSi (1779-1869). jominis
ekuTvnis 15 tomeuli revoluciuri omebis istoriis dargSi. cnobilia, rom
jaris marTvisa da momaragebis sakiTxebis ganxilvis procesSi napoleonic
iyenebs logistikis debulebebs. amdenad, XIX saukuneSi logistika
dafuZnda, rogorc samxedro mecniereba. logistikis principebi da
midgomebi farTod gamoiyeneba II msoflio omSi amerikuli da mokavSireTa
armiis momaragebis procesSi, romlis drosac es sakiTxi ayvanil iqna
nakadur safuZvelze.
amdenad, samxedro logistika gulisxmobs adamianuri resursebis,
teqnikis da samxedro aRWurvilobis miwodebis saSualebebs da meTodebs.
gasagebia, ratom warmoiSva logistika pirvelad samxedro sferoSi. es
motivirebuli iyo imiT, rom armia warmoadgenda mkacrad da mkafiod
organizebul struqturas, romelSic individualuri interesebi
eqvemdebareba struqturis interesebs. samoqalaqo da samrewvelo logi-
stika warmoiSva mogvianebiT da is dakavSirebulia tvirTbrunvisa da
mgzavrTbrunvis ganawileba-marTvasTan, informaciuli nakadebis moZra-
obasTan, ramac asaxva hpova Sveicariis ekonomikur sistemaSic.
dReisaTvis termini `logistika~ mocemulia yvela evropul
saxelmZRvaneloSi. xangrZlivi periodis ganmavlobaSi is gamoiyeneboda ori
umTavresi mimarTulebiT:
I. maTematikuri logikis;
II. satransporto-sasawyobo samuSaoebis teqnikisa da teqnologiis
asaxvisaTvis samoqalaqo da samxedro sferoebSi.
erT-erTi pirveli interpretacia logistikis, rogorc maTematikuri
logikisa gvxvdeba cnobili maTematikosis, germaneli filosofos-
idealistis golfrid leibnicis (1646-1716) SromebSi. man logistikas
maTematikuri logika uwoda. mogvianebiT, 1904 wels am terminis am saxiT
filosofiuri interpretacia aRiara Jenevis filosofiurma konferenciam.

213
 logistika frangulad _ `Larousse~ germanulad _ `neologizmi~ gamo-
iyeneba sxva enebSic.
amdenad, logistikis erT-erTi interpretacia aris maTematikuri da is
asaxavs maTematikur konstruqciebs, teqnikur sistemas da sxva. amasTan,
biznesTan mimarTebaSi, logistika asaxavs maTematikur gaangariSebebs da
modelebs satransporto, sasawyobo da sxva amocanebis gadawyvetis
procesSi.
70-iani wlebis dasawyisSi xdeba logistis intensiuri gamoyeneba ara
samxedro sferoSi. 1971-75 wlebSi dasavleT evropasa da amerikis TiTqmis
yvela qveyana ganicdida umZimes energetikul kriziss. krizisma dRis
wesrigSi daayena ekonomikis ganviTarebaSi samxedro zomebis miRebis
aucileblobis sakiTxi. ekonomistebi da mewarmeebi am periodSi mimarTaven
logistikas, rogorc mecnierebas, romelic mkacr koordi-nacias uwevs
materialur-teqnikur momaragebas, warmoebas, ganawilebas da
transportirebas.
logistikis funqcia am periodSi mdgomareobs imaSi, rom is iZleva
saSualebas, gaerTiandes es sxvadasxva nawilebi erT mTlian sferoSi.
am logikidan gamomdinare, logistikam SeiZina sruliad axali
konceptualuri strategiis funqcia. praqtikaSi es niSnavda yuradRebis
gadatanas iseT mimarTulebebze, rogoric aris sasawyobo, sasaqonlo
SefuTviTi, informaciuli da sxva, rac 70-80-ian wlebSi kompiuteruli
bumis mizezi gaxda.
samecniero kvlevebma logistikis dargSi pragmatuli xasiaTi moipova.
ganxorcielda seriozuli gamokvlevebi materialuri da informaciuli
nakadebis regulirebis dargSi. am amocanebis gadawyvetam misca
saxelmwifoebs ESesaZlebloba, moexdinaT am sakiTxebis mkacri
koordinacia, rogorc makro, aseve mikroekonomikur doneze. am periodidan
moyolebuli terminma _ `logistika~ ufro farTo xasiaTi SeiZina.

XI. 3. logistika, rogorc mecnieruli mimarTuleba

logistika ganisazRvreba, rogorc funqcionirebis is sfero, romelic

axdens moTxovnis, warmoebis, transportirebisa da informaciis gacvlis
integrirebas.
logistikas gansazRvraven, rogorc mecnierul mimarTulebas, romlis
mizania nakaduri procesebis marTvis meTodebisa da formebis SemuSaveba.
jer kidev 1974 wels logistikisa da materialuri nakadebis I evropul
kongresze, logistikas Semdegi ganmarteba mieca:
logistika _ es aris mecnieruli swavleba materialuri, energetikuli,
informaciuli, samgzavro nakadebis Sesaxeb. [83, c.5].
resursebis marTvis logistikuri sistemis siaxle mdgomareobs imaSi,
rom mis ganviTarebasTan erTad, xdeba prioritetebis cvla. wina planze
iwevs ara produqti, aramed procesi. rogorc mecnieruli mimarTuleba,
logistika sul ufro farTo xasiaTs iZens. dRes is mWidro kavSirSia
maTematikasTan, kibernetikasTan, statistikasTan da sxva ekonomikur
mecnierebebTan.
logistikis Teoriuli debulebebi da rekomendaciebi mravali qveynis
firmebSi da kompaniebSi inergeba. gamoyenebiT sferoSi misi ukugeba
vlindeba ekonomikuri efeqtianobis amaRlebaSi, mimoqcevisa da warmoebis
sferoebSi, danaxarjebis drois SemcirebaSi.

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 logistikas, rogorc marTvis mecnierul safuZvels, sul ufro
farTod iyeneben ara marto mrewvelobaSi, vaWrobasa da transportSi,
aramed sabanko da sadazRvevo biznesSi, turizmSi da sxva sferoebSi. sul
ufro gamoiyeneba logistikis farTo gageba. aq igulisxmeba ekonomikuri da
sammarTvelo procesebis optimizaciis meTodologia.
aucilebelia, aRiniSnos, rom logistikis Teoriis kompleqsuri,
srulyofili gamoyeneba gamoyenebiT sferoSi miiRweva mxolod ekonomikuri
ganviTarebisa da azrovnebiTi progresis garkveul stadiaze. aRniSnulidan
gamomdinare, SeiZleba gavakeToT daskvna, rom logistikis gamoyenebis
xarisxi asaxavs sazogadoebis ganviTarebis irib kriteriums.
logistikuri koncefciis revoluciuri xasiaTi mJRavndeba imaSi, rom
xdeba tradiciuli marTvis sistemis ngreva ufro progresulis
sasargeblod. gardaqmnebi xdeba socialur-ekonomikuri saqmianobis yvela
stadiis mixedviT. mokle droSi yalibdeba marTvis axali struqtura,
romelic gamoirCeva adaptaciis maRali doniT, sagareo da saSianao
faqtorebis dinamikis mimarT.
logistikis evoluciuri xasiaTi mJRavndeba imaSi, rom rodesac
gadavdivarT sameurneo da mmarTvelobiTi saqmianobis Sesabamis doneze,
CairTveba bunebrivi seleqciis regulatorebi, romlebic orientirebulia
mTeli sistemis progresul ganviTarebaze.
dasavleT evropis qveynebSi Catarebuli gamokvlevebis safuZvelze,
gamovlinda, rom biznesSi drois 95% ixarjeba warmoebis materialur-
teqnikuri momaragebis da gasaRebis faqtorebze. saqonlis warmoeba ikavebs
drois mxolod 2%-s ,transportireba 3%-s.
aSS-Si materialuri resursebis maragTa moculoba eep-Si Seadgens
erToblivi erovnuli produqtis 15%-s. Sesabamisad, danaxarjebi
materialur-teqnikuri momaragebaze da transportze Seadgens 11 da 7%-s.
danaxarjebi logistikur operaciebze Seadgens: transportze1 4%,
saqonelis Senaxvaze _ 21%, materialur danaxarjebze _ 23%, admi-
nistraciul danaxarjebze _ 15%. [83,c.111].
gamokvlevebi, romlebic Catarda did britaneTSi, gviCveneben, rom
produqciis RirebulebaSi 70 procenti Seadgens logistikaze danaxarjebs.
aRniSnulidan gamomdinare, mniSvnelovani xdeba sakuTriv logistikaze
danaxarjebis Semcireba. aq, pirvel rigSi, specialistebis yuradReba unda
miiqcios Semdegi sakiTxebis Seswavlam:
1. materialuri resursebis, momaragebis, gasaRebis, Senaxvis marTvis
procesebis srulyofa;
2. mimwodeblebis, momxmareblebis da Suamavlebis samarketingo saqmianobis
srulyofa;
3. materialuri da informaciuli nakadebis moZraobis teqnologiis
optimizacia;

Cvens qveyanaSi logistikis calkeuli kvlevebi da marTvis meTodebi,

rogorc wesi, mwiri odenobiT warmoebs. am sakiTxis gankerZoebuli,
arakompleqsuri gamoyeneba ar iZleva saSualebas, erTianobaSi
warmovidginoT materialuri, sainformacio da fuladi nakadebis marTvis
SesaZleblobani.
amasTan erTad, logistikis ganviTarebis kanonzomierebebze dakvirveba
iZleva SesaZleblobas, davaskvnaT, rom is warmoadgens warmoebis

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organizaciisa da mimoqcevis sferos, mTliani biznesis regulirebis
mniSvnelovan faqtors sabazro ekonomikis pirobebSi.

XI. 4. logistikis ganviTareba da

infraindustriis formireba

logistikis ganviTarebas da logistikuri sistemis formirebas Tavisi

stadiebi gaaCnia, romelTa Tanamimdevroba damokidebulia ama Tu im
qveyanaSi bazris mdgomareobaze da sabazro urTierTobaTa ganviTarebis
doneze.
logistikis ganviTarebis etapebSi igulisxmeba Teoriuli SemuSavebaTa
done da maTi praqtikaSi realizacia sabazro urTierTobaTa srulyofis
procesSi. rogorc aRiniSna, logistikis samoqalaqo gamoyeneba
ekonomikurad ganviTarebul qveynebSi daiwyo 50-iani wlebis bolos, meore
msoflio omamde da omis damTavrebis Semdegac. dasavleTis qveynebis
bazris tipi aris iseTi, romelsac ewodeba `gamyidvelis bazari~. moTxovna
bevrad uswrebda miwodebas. ekonomikuri krizisebi, rogorc wesi,
gamowveuli iyo ara saqonlis deficitiT, aramed myidvelobiTi unarianobis
dacemiT, ekonomikis monopolizaciiT da makrodoneze araefeqturi
ekonomikuri marTviT. 60-ian wlebSi mdgomareoba Zireulad Seicvala. aSS-
Si, iaponiaSi da sxva qveynebSi miwodebam bevrad gadaaWarba moTxovnebs.
warmoiqmna `myidvelis bazari~ rig qveynebSi antimonopoliuri
kanonmdeblobis SemoRebam gamoiwvia konkurenciis gamZafreba. misi zrdis
mizezebia: jer erTi mewarmeTa raodenobis gadideba, ramac gamoiwvia
warmoebis moculobis zrda. meore, konkurenciam rbilad rom vTqvaT
moipova civilizebuli xasiaTi, rac gamoixata imaSi, rom mewarmeebi ar
cdilobdnen konkurenciuli mier sxva sawarmoTa daxurvas ekonomikuri
omebis xarjze, aramed prioritets aniWeben maRali teqnologiebis
danergvas.
imisaTvis, rom dakmayofilebuliyo momxmarebelTa moTxovnebi,
aucilebeli gaxda sasaqonlo warmoebis maRal doneze uzrunvelyofa, rac
SeuZlebeli iyo materialur-teqnikuri momaragebis, warmoebis, gasaRebis
sxvadasxva variantebis SemuSavebis gareSe. am periodSi biznesSi gaCnda
gansakuTrebuli moTxovna logistikaze, rogorc samewarmeo saqmianobis
efeqtianobisa da marTvis mniSvnelovan instrumentze. am periodSi
logostika imyofeboda Tavisi ganviTarebis pirvel etapze. amasTan didi
roli eniWeba samewarmeo infrastruqturis ganviTarebas. transporti da
sawyobi moiTxovda organizaciuli donis zrdas.
meore etapze, 80-ian wlebSi, materialuri resursebis transpo-
rtirebis, gadamuSavebis, dasawyobebis, Senaxvis operaciebs daemata
sainformacio nakadebis marTvis procesi. aman gamoiwvia momxmareblis
momsaxurebis gaumjobeseba informaciis mopovebisa da misi dajgufebis
xarjze.
dReisaTvis mecnierul-teqnikuri progresis ganviTarebam da sabazro
ekonomikis srulyofam gamoiwvia logistikis sruliad axal safuZvlebze
ageba, romelic Seesabameba misi ganviTarebis mesame etaps. materialur-
teqnikuri momaragebis, warmoebis, ganawilebisa da gasaRebis procesebis
organizacia mimdinareobs maTematikuri logistikis principebidan
gamomdinare.

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 logistikis ganviTarebis stadiebi _ es aris misi mzadyofnis done
ekonomikur struqturebSi gamoyenebis TvalsazrisiT.
mikrodoneze ganasxvaveben logistikis ganviTarebis oTx stadias.
stadiebis dadgena moxda im gamokvlevebis safuZvelze, romelic Caatara
logistikis saerTaSoriso organizaciam dasavleT evropis qveynebSi.
gamokvleuli iyo 500 kompania ekonomikis 30 dargSi. maT Soris germaniis
130, holandiis - 100, didi britaneTis - 85, safrngeTis - 80, belgiis - 55,
italiis - 50 kompania. gamokvlevam, dagvanaxa Semdegi:
pirveli stadia xasiaTdeba logistikis araregularuli organizaciiT
da usistemo dReRamuri dagegmviT. materialuri resursebis
transportirebis centralizacia xdeba, rogorc qveynebis Sina, aseve
saerTaSoriso doneze. parametrebs Seesabameba gamokvleuli firmebis 75%.
meore stadiaze am funqciebisadmi damatebiT xdeba momxmarebelTa
centralizebuli momsaxureba da SekveTebis Sesaxeb informaciis da-
muSaveba. am jgufs miekuTvneba firmebis 20%.
mesame stadia winasagan gansxvavdeba imiT, rom aq xdeba logistikuri
prognozireba da samarketingo RonisZiebebis kompleqsis danergva. firmebSi
da kompaniebSi xdeba materialur-teqnikuri momaragebisa da gasaRebis
xangrZlivi periodis gegmebis SemuSaveba.
sawarmoo logistikuri procesebis dagegmva warmoebs erT Tveze
orientaciiT, aqtiurad gamoiyeneba makrologistikis elementebi. am jgufSi
Sevida gamokvleuli firmebis 18%.
meoTxe stadiaze aRmoCnda respodentebis mxolod 4%. es done
gamoirCeva imiT, rom ukve CamoTvlili funqciebTan erTad xdeba gasaRebis,
samarketingo RonisZiebebis kompleqsis danergva sawarmoSi.
meoTxe stadia yvelaze maRalia. masSi aseve warmodgenilia
integrirebuli samarketingo da logistikuri sistemebi, romlebic moicavs
kvlavwarmoebis mTel cikls - SekveTis miRebidan produqciis
momxmareblisadmi miwodebamde. firmebSi da kompaniebSi ganisazRvreba
materialur-teqnikuri momaragebis xangrZlivi an erT wliani gegmebi,
bazris koniuqtura da samomxmareblo moTxovna.
mecnierulad dasabuTebuli da kargad organizebuli samarketingo
strategiis danergva iZleva SesaZleblobas, firmebis sameurneo
saqmianobaSi danergos efeqturi logistikuri sistema, romelic
konkurentebis winaSe maTi upiratesobis sawindaria.
arsebuli monacemebis safuZvelze da ekonomikisagan viTarebis
Tanamedrove tendenciebis gaTvaliswinebiT, mosalodnelia, rom momaval
aTaswleulSi saqonelmwarmoeblebis didi raodenoba dasavleT evropis,
CrdiloeT amerikisa da Soreuli aRmosavleTis qveynebidan
ganaxorcieleben meoTxe stadiis logistikuri sistemebis realizacias.
garkveul dromde teqnikuri da teqnologiuri parametrebiT, ZiriTadi
warmoeba uswrebda infrastruqturis ganviTarebis parametrebs. bazris
koniunqturis zegavleniT warmoiSva sruliad axali midgoma
avtomatizaciis procesebisadmi. Seiqmna mdgradi sawarmoo sistemebi, ramac
minimumamde Seamcira sawarmoo cikli. aman migviyvana im mdgomareobamde,
rom biznesSi uSualod warmoebis process saerTo drois biujetSi
uWiravs 10-15%, xolo 85-90% modis sasawyobo da satransporto
operaciebze. aman logikurad migviyvana satransporto da sasawyobo
informaciuli nakadebis srulyofis aucileblobamde.

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 imdenad rTulia da mWidroa kavSiri sawarmoo da momsaxurebis sferos
Soris, rom warmoiqmneba urTierTobis sruliad axali forma e.w.
infraindustria.
infraindustria warmoadgens satransporto-sasawyobo teqnologiebis
erTobliobis integrirebas warmoebis procesSi. Sinaarsobrivad, es aris
mdgradi sawarmoo ligistikuri sistemebis Seqmna.
praqtikaSi dRes inergeba mdgradi infraindustriuli sistemebi,
romelTa safuZvelSi devs logistikuri koncefcia, romelic
mniSvnelovnad zrdis warmoebisa da mimoqcevis sferos efeqtianobas.

XI. 5. logistikis terminis cneba

logistika warmoadgens kompleqsur swavlebas. gamomdinare iqidan, rom

is erTdroulad ramdenime mecnierul centrSi yalibdeboda, mecnierul
SexedulebaTa speqtri mis garSemo erTob gansxvavebulia.
80-iani wlebis dasawyisSi frangi mecnierebi ligistikuri elementebis
erTobliobas aRniSnavdnen terminiT _ `produqtiuloba~. am terminiT
aRiniSneboda materialuri nakadebis gadaadgileba warmoebis procesisagan
da misi integracia am procesTan.
80-iani wlebis bolos ukve Cndeba termini - `logistika~, romelic
ufro zustad asaxavs logistikuri procesebis Sinaarss.
Tavdapirvelad samoqalaqo saqmianobaSi es cneba gamoiyeneboda
sasawyobo da satransporto meurneobis urTierTkavSiris dadgenis mizniT.
mogvianebiT, aRmoCnda, rom es SezRudva arasakmarisi iyo da aucilebeli
gaxda logistikis gafarToeba ZiriTadi warmoebis rig funqcionalur
mimarTulebaze. aman da rigma sxva garemoebebma gamoiwvia `logistikis~
moqmedebis arealis gafarToeba. dRes es termini mraval Sinaarsobrivi
datvirTviT xasiaTdeba:
jer erTi logistika rogorc mecniereba nakaduri procesebis Sesaxeb,
moicavs viwro da farTo gagebas. meores mxriv, logistika warmogvidgeba,
rogorc mecniereba, romelic imyofeba mudmiv dinamikaSi, ganviTarebaSi.
dReisaTvis logistikam gansakuTrebuli ganviTareba hpova mecnieruli
da informaciuli nakadebis marTvis sferoSi. am aspeqtSi ucxouri da
samamulo samecniero literaturuli wyaroebis analizi cxadyofs, rom
logistikis qveS esmiT:
1. axali mecnieruli mimarTuleba, romlis kvlevis sagania
materialuri da informaciuli nakadebis marTva;
2. racionaluri sameurneo saqmianobis forma warmoebisa da mimoqcevis
sferoebSi;
3. materialuri resursebis ganawilebis, gadaadgilebisa da marTvis
sistema;
4. produqciis racionaluri gadaadgilebis sistema mwarmoeblidan
momxmareblamde;
5. ekonomikis sfero, romelic gansazRvravs materialur-teqnikuri
momaragebis, warmoebis, ganawilebis, transportirebis, moTxovnisa da
moxmarebis urTierTkavSirs.
yvela saxeobis ganmartebani SeiZleba daiyos or mimarTulebad:
pirvelis Tanaxmad, logistika aris biznesis sfero, materialuri da
sainformacio nakadebis marTvis mimarTuleba, rogorc warmoebis aseve
mimoqcevis sferoebSi.

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 meore, logistikas gansazRvravs, rogorc diciplinaTSoris mecnierul
mimarTulebas, romelsac aqvs programuli xasiaTi, da dakavSirebulia
nakaduri procesebis efeqtianobis amaRlebasTan.
pirveli mimarTulebis mixedviT, cnobilia logistikis Semdegi
ganmartebani:
magaliTad, menejmentis dargSi amerikuli sabWo logistikas
ganmartavs Semdegnairad:
`logistika~ es aris tvirTebisa da sawyobebis, gadaadgilebis da
Sesabamisi saxeobis informaciis moZraobis miRebis procesi, mimwodeblidan
momxmareblamde. am procesis dagegmva, realizacia da kontroli. [88,c.71].
SesyidviTi saqmianobis problemebis britanuli instituti ganmartavs:
`logistika – es aris erTiani jaWvi, momarageba, warmoeba, gasaReba,
marTva da koordinacia, maT Soris miwodeblis SerCeva, warmoebis
materialuri uzrunvelyofa, maragebis ganlageba da mza produqciis
miwodeba momxmareblamde~.[84,c.32].
cnobili germaneli specialisti v. gilxofi Tvlis, rom `logistika es
aris mza produqciisa da masalebis moZraobis koordinacia, rogorc
sawarmos SigniT ase mis gareT. is iZleva masalebis nakadebis moZraobis
marTvis SesaZleblobas warmoebidan momxmareblamde fizikuri
`informaciuli da organizaciuli aspeqtebiT~.[88,c.81].
praqtikam daadastura, rom logistikisaTvis aseTi viwro gageba
aramarTlzomieria, amitom mkvidrdeba misi meore mimarTulebis definicia,
romlis Sesabamisad, logistika es aris materialuri, SromiTi,
energetikuli, informaciuli nakadebis dagegmvis, marTvisa da kontrolis
Teoria.
am ganmartebaSi materialurTan erTad gamoxatulia, sxva saxeobis
nakadebis marTvis aucilebloba. praqtikam daadastura, rom informaciis
gareSe nakadebis marTva araefeqturia. logistika dRes avrcelebs Tavis
areals fuladi, SromiTi, energetikuli resursebis marTvaze.
Tu GgavaerTianebT yvela midgomas, SeiZleba gamovyoT is saerTo,
romelic aerTianebs logistikur midgomas, es aris sxvadasxva xasiaTis
nakadebis dagegmva da marTva.
aRniSnulidan gamomdinare, SeiZleba gamovyoT logistikis
Semajamebeli ganmarteba, romlis Sesabamisad:
logistika _ es aris nakaduri procesebis dagegmvis, marTvisa da
kontrolis sistema sasargeblo resursebis (materialuris, informaciulis,
safinasos, energetikulis) warmoebis, momaragebis, gana-wilebisa da
gasaRebis procesi, sawarmoo, komerciuli, sakomunikacio informaciuli
teqnologiebis gamoyenebis xarjze.

XI. 6. logistikis saxeebi

logistika, rogorc mecnierebul swavlebas materialuri,

sainformacio da sxva nakadebis marTvis Sesaxeb, moicavs sazogadoebis
ekonomikuri cxovrebis sxvadasxva sferoebs. aRniSnulidan gamomdinare,
samecniero gamokvlevebis da maTi praqtikuli gamoyenebis formalizaciis
mizniT problemaTa kvlevis masStabebis mixedviT logistika iyofa iyofa
ramdenime mimarTulebad:

1. makrologistikad;

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 2. mikrologistikad.

makrologistikis kvlevis sagani aris is procesebi, romlebic

mimdinareobs regionalur, regionTSoris, saerTo erovnul da
sxelmwifoTaSoriso doneze.
logistika mocemul doneze gamoixateba globaluri logistikuri
strategiis realizaciaSi, romelic vlindeba calkeuli qveynebsa da
regionebs Soris saerTaSoriso da teritoriuli Sromis danaxarjebis
pirobebSi specializaciisa da kooperirebis arsebuli tradiciebis
gaTvaliswinebiT, mdgradi savaWro-ekonomikuri kavSirebis formirebaSi.
globaluri logistikuri strategiis ZiriTad wanamZRvrebs Seadgens
Semdegi:
- moTxovnis individualizaciis safuZvelze, cvalebad manqanur
warmoebaze gadasvla;
- gasaRebis bazrebsa da momaragebis wyaroebis mwarmoeblebisadmi
mimagrebis aucilebloba;
- samecniero-teqnikuri progresis ganviTareba transportis,
kavSirgabmulobios sainformacio teqnologiebis sferoebSi;
- saxelmwifoebrivi marTvis problemebis aqtualizacia
araadministraciuli meTodebiT;
- saqmiani servisis sferos ganviTareba.
globaluri logistikuri strategiis efeqtianoba xasiaTdeba mravali
maCvenebliT. iseTebiT, rogoricaa: regionTSorisi an sagareo vaWrobis
Tanafardoba Sesabamisi moculobis saerTo produqtTan, garedan
Semotanili makompleqtebeli nakeTobebis xvedriTi wili produqciis
saerTo moculobaSi da sxva.
is globaluri strategia, romelic xorcieldeba ara erTi, aramed
ramdenime qveynis meSveobiT, SeiZleba gamoixatos sxvadasxva saxeobis
politikur gadawyvetilebaSi. amis naTeli gamoxatulebaa erTiani
evropuli kavSiri, erTiani bazriT (moxsnilia sabaJo formalobebi,
daCqarda saerTo evropuli standartizaciis procesi, deklarilebulia am
procesSi monawile kompaniebis da firmebis Tanasworoba evropis kavSirSi
Semavali qveynebis saxelmwifo kontraqtebsa Tu SekveTebis erTianoba).
aSS-s politikaSi didi adgili uWiravs globalur logistikur
strategias. upirveles yovlisa, dasavleT evropis, iaponiis, samxreT
koreis da israelis mimarT. gansakuTrebuli adgili aqvs am strategiaSi
gamoyofili iaponiasTan sawarmoo-komerciul urTierTobebs. ukanaskneli
aTaswleulis ganmavlobaSi mowodebuli momxmareblis kavSiris ko-
eficienti aSS-Si samjer gaizarda. gansakuTrebulad maRalia sasaqonlo
miwodebis raodenobis done amerikel da iaponel momxmareblebs, samxreT
koreis momwodeblebs Soris. am partniorebs Soris miwodebis CaSlis
albaToba xuTjer ufro dabalia, vidre sxva qveynebSi, xolo miwodebis
intervali dayvanilia erT kviramde, maSin rodesac sxva qveynebSi is
saSualod ori kviraa.
globaluri logistikuri strategiis efeqtianoba gamoixateba imaSi,
rom is mniSvnelovnad amcirebs Suamavlebis raodenobas, rogorc sabiTumo,
aseve satransporto sferoebSi. makrologisrikuri sistemis CarCoebSi
firmebi, rogorc wesi eyrdnobian erT Suamavals, aseTia magaliTad, aSS
`miwodebis gaerTianebuli samsaxuri~, romelic saqonlis mimRebis winaSe

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srulad agebs pasuxs saqonlis miwodebis. vadebze, xolo transportirebas
axdens erTiani dokumentaciis mixedviT.
amasTan erTad, globaluri logistikuri strategiis danergvis mizniT,
aucilebelia, gadavwyvitoT, rigi samarTlebrivi, saorganizacio, teqnikuri
sakiTxebi, maT Soris Tanamedrove sainformacio teqnologiebis danergva.
iseTi teqnologiebi, rogoricaa: satransporto saSualebebis moZraobis,
kontrolis, marTvis subieqtebs Soris eleqtronuli informaciis gacvlis
marTvis sistema da sxva.
mikrologistika, mikrodoneebze ganixilavs sainformacio, materialuri
da sxva nakadebis marTvis sakiTxebs.
is eyrdnoba calkeuli firmebis an sawarmoTa korporaciuli
jgufebis interesebs. im jgufebis, romlebic erTiandebian saerTo
sameurneo kavSirebis optimizaciis mizniT.
SesamuSavebeli problemebis masStabebidan gamomdinare, logistikis
struqturizaciis mizniT, gamoiyeneba sxva principebic, ase magaliTad,
moqmedebis masStabebis mixedviT, logistika iyofa:
1. sagareo logistikad;
2. saSinao logistikad.

sagareo logistika gankargavs im nakadebs, romlebic cildeba marTvis

subietqtebis CarCoebs.
saSinao logistika mimarTulia sameurneo saqmianobis koordinaciis da
srulyofisaken nakadebis marTvis sferoSi calkeuli firmebis an
sawarmoTa korporaciuli jgufebis CarCoebSi.
aRsaniSnavia, rom Teoriasa da praqtikaSi logistikis struqturizaciis
yvelaze gavrcelebuli principi aris sameurneo saqmianobis xasiaTi. am
proncipiT biznesSi ganixileba logistikis Semdegi saxeebi:
1. momaragebiTi (SesyidviTi) logistika;
2. sawarmoo logistika;
3. ganawilebiTi (marketinguli) logistika.
SesyidviTi logistika aris dakavSirebuli materialuri resursebis
momaragebis (Sesyidvis) procesebTan. is wyvets yvela im sakiTxs, romelic
aris dakavSirebuli sawarmos materialur-teqnikur momaragebis.
produqciis warmoebis mosamzadebel procesebTan.
sawarmoo logistika moicavs yvela im sakiTxs, romelic dakavSirebulia
materialuri resursebis marTvis organizaciasTan (nedleulidan mza
produqciamde, maT Soris nedleulis, makompleqtebeli nakeTobebis da
masalebis miwodeba uSualod samuSao adgilebze).
ganawilebiTi (marketinguli) logistika _ es aris logistika, ro-melic
specializdeba produqciis realizaciaze, miwodebaze `zustad droze~
principiT _ mimwodeblebidan momxmareblebamde.
yvela saxeobis logistika moicavs logistikuri informaciuli
nakadebis marTvis process, romelSic Sedis rogorc materialuri
resursebis Sesaxeb erToblivi (Sejamebuli) informacia, aseve am
informaciis gadaadgileba momxmareblisaken.
informaciuli masivebis zrdam warmoebis, mimoqcevisa da finansebis
dargSi, romelic moiTxovs Sesabamis damuSavebas da ganawilebas, da
kompiuteruli teqnologiebis gavrcelebam sameurneo subieqtebis marTvis
sferoSi ganapiroba logistikis kidev erTi saxeobis – informaciuli
logistikis ganviTareba.

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 yvela zemoTxsenebuli mikrologistikis saxeebi, moicaven materialuri
da informaciuli nakadebis marTvis sakiTxTa kompleqss.
amasTan erTad, imisaTvis, rom gamoiyos satransporto nakadebis
mniSvneloba materialuri resursebis momarageba-gasaRebis procesSi,
specialistebi am sakiTxebs logistikis kidev erT saxeobaSi –
satransporto logistikaSi aerTianeben.
ekonomikur literaturaSi gvxvdeba agreTve iseTi cneba, rogoricaa
sasawyobo logistika. im sakiTxTa wre, romelic Sedis ukanasknelSi
nakarnaxevia ukanasknelis dasaxelebiT. es aris yvela is procesi da
operaciebi, romelic dakavSirebulia materialuri resursebis SenaxvasTan,
dasawyovebasTan da sasawyobo meurneobaSi gadamuSavebasTan.
ukanasknel periodSi fulad mimoqcevis sferoSi logistikuri
proncipebisa da meTodebis aqtiur gamoyenebasTan dakavSirebiT, logistikis
axal sferos – finansuri logistikis formireba xdeba. misi gavrcelebis
areali moicavs sabanko, sadazRvevo, sagadasaxado, sainvesticio da savaWro
sferoebs. is gankargavs fulad nakadebis moZraobas, am procesis
racionalizacias maTi moZraobis yvela safexurze.

XI. 7. logistikis miznebi

logistika biznesSi sabazro ekonomikis pirobebSi asaxavs sameurneo

subieqtebis saerTo strategias da taqtikas. amasTan, im firmebisa da
sawarmoebis strategia, romelic gadasulebi arian funqcionirebis
logistikur principebze, unda iyos orientirebuli momxmarebelze.
cnobilia, rom saqonlis SeZenis TvalsazrisiT, momxmareblis
motivacia Zlier cvalebadia. amasTan, arsebobs is mudmivi kriteriumebi,
romlebic biznesSi zemoqmedeben nebismier momxmarebelze. esenia:
 zusti dro;
 zusti raodenoba;
 garantirebuli xarisxi;
 mimwodeblis operatiuli reagireba;
 minimaluri danaxarjebi.
es da sxva kriteriumebi unda akmayofilebdes logistikur sistemas,
radganac es sistemebi iqmneba am mizniT. aRniSnulidan gamomdinareobs,
rom logistikis daniSnuleba aris momxmarebelTa moTxovnebisadmi
adaptacia. Sesabamisad, SeiZleba davaskvnaT:
logistikis mTavari mizani aris Sesabamisi xarisxis da raodenobis
produqciis miwodeba zustad droze, momaragebis, dasawyovebis, warmoebis,
SefuTvis, gasaRebis, transportirebis, informaciis miRebis gadamuSavebis,
gadacemis danaxarjebis minimizaciis pirobebSi.
logistikis ZiriTadi miznis realizaciisaTvis, aucilebeli misi
qvemiznebis dadgena. maT Soris ZiriTadia:
 kontrolis efeqtiani sistemis organizacia, romelic gamomdinareobs
mogebisa da riskis, Semosavlebisa da gasavlebis, SesaZleblobebisa da
moTxovnilebis analizidan.
 sameurneo subieqtis funqcionalurad SeTanxmebuli da teqnologiurad
racionaluri organizaciuli struqturis Seqmna;
 sainformacio da sxva nakadebis organizebis TvalsazrisiT, marTvis
efeqturi materialuri sistemis Seqmna, romlis mizania erToblivi

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 danaxarjebis minimizacia, arsebuli simZlavreebis maqsimaluri
gamoyenebis pirobebSi.
strategiuli da operatiuli marTvis pirobebSi, logistikuri
sistemebis Seqmna unda ganvixiloT, rogorc biznesSi konkurenciuli
brZolis, mogebis amaRlebis garantia. aseTi midgoma gamarTlebulia
imdenad, ramdenadac logistikuri sistemebis formireba dakavSirebulia:
- bazris siRrmiseul SeswavlasTan, misi tendenciebisa da
kanonzomierebis dadgenasTan;
- alternatiuli variantebis SemuSavebis meTodebis optimizaciasTan da
swori arCevanis gansazRvris problemebTan;
- ara marto saboloo, Sualeduri, aramed Tanmxlebi movlenebis
prognozirebasTan;
- yvela doneze da marTvis yvela sferoSi moqmedebaTa
sinqronizaciasTan.
unda avRniSnoT, rom logistikuri koncefciis praqtikuli gamoyeneba
moqmedi struqturis pirobebSi iZleva SesaZleblobas:
 avamaRloT materialuri, informaciuli da sxva tipis nakadebis
moZraobis mTeli gzis analizis obieqturobisa da kontrolis
Sedegianoba;
 SevimuSavoT gadawyvetilebaTa miRebis, alternatiuli variantebi,
gavmarToT da movawesrigoT maTi miRebis SesaZleblobebi;
 gavamartivoT ekonomikur-maTematikuri da sxva meTodebis gamoyenebis
SesaZleblobani maTi dagegmvis, realizaciisa da kontrolis etapebze.
 davadginoT gadasawyveti amocanebis Sefasebis kriteriumebis
parametrebis siswore, rac iZleva SesaZleblobas, movaxdinoT
sameurneo subieqtebis sakvlevi da praqtikuli saqmianobis optimizacia;
 avamaRloT miznobrivi orientirebis SerCevis efeqtianoba.
kvlavwarmoebis procesSi gamoiyofa 2 ZiriTadi nakadi: jer erTi,
aucilebelia, SeviZinoT is warmoebis faqtorebi, romlebic Semdgom
gadamuSavdeba warmoebis procesis sxvadasxva stadiaze, ris Sedegadac
miiReba mza produqcia da meore stadia: momxmareblidan fuladi nakadi
gaedineba mwarmoeblisaken, romelTa nawili gamoiyeneba warmoebis
faqtorTa kvlavwarmoebisaTvis.
amdenad, Ukvlavwarmoebis procesi moicavs momaragebis, warmoebisa da
gasaRebis procesebs. am stadiebs SesaZlebelia daematos sawyobSi
produqciis gaCerebis funqcia.
risTvis aris saWiro aseTi klasifikacia? upirveles yovlisa,
sawarmoos SigniT ekonomikuri analizisaTvis, misi praqtikuli
organizaciis srulyofisaTvis.
yvela zemoT aRniSnuli funqcia xasiTdeba mis SigniT Sesasrulebel
amocanaTa erTobliobiT. magaliTad, warmoebis funqcia moicavs sawarmos
SigniT warmoebis faqtorTa gadamuSavebas. am procesebs aqvs iribi Sexeba
gasaRebis bazrebTan. warmoebis stadiaze aucilebelia, gadavwyvitoT
Semdegi amocanebi: davadginoT Sesasrulebel samuSaoTa Tanamimdevroba,
gaviangariSoT mowyobilobis datvirTvis koeficienti da simZlavreebi,
davadginoT gamosaSvebi produqciis asortimenti, misi optimaluri
Tanafardoba, movaxdinoT teqnologiuri procesebis optimizacia da sxva.
momarageba da gasaReba aris materialur sikeTeTa moZraobis procesi
bazrisaken da bazridan, romlis drosac, sawarmoo gamodis gamyidvelis an
myidvelis rolSi. am stadiis amocanebs da maT gadawyvetis SesaZleblobebs

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gansazRvravs gasaRebisa da momaragebis marketingi. am SemTxvevaSi gasaReba
da momarageba Seadgens erTiani sistemis saerTo elementebs, amasTan,
miuxedavad samarketingo politikis saerTo niSnebisa orive SemTxvevaSi,
maT Soris arsebobs arsebiTi sxvaoba. procesebis organizaciaSi ZiriTadi
sxvaoba mdgomareobs imaSi, rom pirvel SemTxvevaSi mimdinareobs saqonlis
moZraoba sawarmodan bazrisaken, xolo meore SemTxvevaSi _ bazridan
sawarmosaken.
raSi mdgomareobs momaragebis funqciebi?
momarageba qmnis safuZvlis mTeli sawarmoo procesis
ganxorcielebisaTvis. amdenad is iZens warmoebisaTvis amosavali funqciis
datvirTvas. Seferxebebi momaragebaSi gansazRvravs mTlianad warmoebis
procesis Seferxebas. amdenad, misi ZiriTadi funqcia mdgomareobs
aucilebeli resursebis SeZenaSi, sawarmoos teritoriamde mizidvasa da
warmoebaSi CasaSvebad momzadebaSi.
SesyidvasTan erTad, aucilebelia, gaviTvaliswinoT resursebis
eqspluataciis sxva formebi, iseTebi rogoricaa lizingi, ijara da sxva.
amdenad, momarageba es aris ara mxolod warmoebisTvis aucilebeli
resursebis yidvis procesi, maTi sakuTrebaSi SeZena, aramed momaragebis
amocana aris resursebis miRebis garantireba rogorc sakuTrebaSi maTi
SeZenis, aseve arasakuTrebiTi operaciebis ganxorcielebis gziT.
arsebobs momaragebis sxvadasxva obieqtebi. sawarmoebSi is exeba
Semdegi saxis obieqtebs:
1. sawarmos personals;
2. Sesasyid momsaxurebas;
3. ZiriTadi saSualebebis momaragebas;
4. informaciis gare wyaroebis momaragebas;
5. masalebiT momaragebas.
iseTi umniSvnelo sawarmoo faqtori, rogoricaa samuSao Zala,
moiTxovs Sesabamisi socialuri politikis gatarebas da Sromis pirobebis
dacvas. momaragebis am subiqtis kidev erTi specifika mdgomareobs imaSi,
rom misi reglamentireba xdeba SromiTi kanonmdeblobisa da satarifo
xelSekrulebebis Sesabamisad.
ZiriTadi saSualebebis SeZena yovelTvis rodi gulisxmobs maT fizikur
yidvas. rig SemTxvevaSi, mizanSewonili xdeba ZiriTadi saSualebebis
daqiraveba lizingiT, an aReba ijariT, momaragebis am funqcias sawarmoo
firmis kapitaldabandebaTa an investiciebis ganyofileba.
momaragebis obieqtebs Soris erT-erTi gadamwyveti mniSvneloba eniWeba
gare informacias. aRsaniSnavia, rom informaciis mopoveba, dajgufeba,
gadamuSaveba ar ganekuTvneba sawarmoo amocanaTa jgufs. is Sedis marTvis
sferoSi.
momaragebis ZiriTad funqcias Seadgens sawarmos momarageba masalebiT.
cneba `masalebi~ aris sakmaod farTo da is gulisxmobs Semdeg
materialur resursebs: nedleuls, naxevarfabrikatebs mza produqcias da
damxmare masalebs, makompleqtebel nakeTobebs da sxva.
momaragebis obieqti xdeba ara yvela `masala~, aramed mxolod romelic
Seisyideba garedan.
warmoebis procesisaTvis an misi stadiisaTvis SesaZlebelia gamoiyos
masalebis Semdegi saxeobebi:

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 a) nedleuli, romelic Seadgens mza produqciis substacias da miiReba
misi gadamuSavebis Sedegad. nedleuls SesaZlebelia mivakuTvnoT is
pirveladi masalebi, romelTac ar gauvliaT sawarmoo gadamuSaveba.
b) damxmare masalebi aseve Seadgens mza produqciis substancias. maT
mza produqciis formirebis procesSi gaaCniaT mniSvnelovani funqcia.
magaliTad, Zafs samkervalo warmoebaSi. amasTan, unda avRniSnoT, rom ama
Tu im produqciis mikuTvneba `masalebis~ kategoriisadmi, damokidebulia
warmoebis specifikaze. ase magaliTad, teqstilur mrewvelobaSi Zafi aris
qsovilis warmoebisaTvis nedleuli.

3) sawarmoo masalebi nedleulisa da damxmare masalebisagan

gansxvavebiT, ar Sedian saboloo produqtSi, magram maTi arseboba
aucilebelia sawarmoo procesis normaluri ganxorcielebisaTvis. mag.:
aseTs sazeTi, sapoxi masalebi, gamagrilebeli siTxeebi da sxva.

4) makompleqtebel masalebs miekuTvneba is masalebi, romlebic saerTod

ar moiTxoven gadamuSavebas.

sawarmooSi momaragebis gansakuTrebul obieqtebs Seadgens agreTve

sawarmos finasuri resursebis momarageba, magram ukanaskneli, misi
sirTulisa da mniSvnelobis gamo, calke sferod gamoiyofa.

unda ganvasxvaoT erTmaneTisagan agreTve cnebebi: materialur-teqnikuri

momarageba da materialur-teqnikuri uzrunvelyofa.

momarageba sawarmoSi aris realuri warmoebis faqtorebis warmoebaSi

moZraobis procesi. ukanaskneli sawarmos uwyveti momaragebis funqciaa.

materialur-teqnikuri uzrunvelyofa gacilebiT ufro farTo cnebaa

da is gulisxmobs yvela im sakiTxis gadawyvetas, romelic exeba sawarmos
materialur aqtivebs.

materialur-teqnikuri momaragebis amocanaTa Soris, yidvis garda,

mniSvnelovania masalebis xarisxis kontroli, maTi transportirebisa da
Senaxvis organizacia, narCenebis gadamuSaveba da maTi gatana sawarmodan.

XI. 8. logistikis funqciebi

rogorc aRiniSna, termini `logistika~ pirvelad samxedro mecnierebaSi

gamoiyenes da gulisxmobs samxedro SenaerTebis Sesabamisi mowyobilobiT
da aRWurvilobiT momaragebas. meore msoflio omis damTavrebis Semdeg es
termini mTeli rigi mikroekonomikuri da makroekonomikuri amocanebis
realizaciis procesSi gamoiyeneba. am logikidan gamomdinare, logistika
gulisxmobs im problemebis gadawyvetas, romlebic dakavSirebulia
sawarmoo faqtorebiT warmoebis uzrunvelyofasTan. amasTan,
uzrunvelyofis funqcia sakmaod farTod ganixileba. is gulisxmobs ara
marto warmoebis ama Tu im faqtorebiT uzrunvelyofas, aramed gasaRebis,
momxmareblebis dakmayofilebasac.
materialuri-teqnikuri momarageba da `logistika~ gansxvavebuli
cnebebia. ukanaskneli gacilebiT farToa da Sesabamisad, aseTi sxvaobani

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gansazRvravs sawarmoSi logistikisa da momaragebis struqturebis cal-
calke arsebobis aucileblobas.
Tanamedrove pirobebSi rogorc sawarmos menejerTa, aseve mecnierTa
mxridan, did interess iwvevs logistikis problemebi. amasTan,
problematikis analizi am sferoSi fragmentulia da momaragebis
calkeuli fazebis SeswavliT, gasaRebis problematikis analiziT
Semoifargleba. Tu gavaerTianebT momaragebis, warmoebis, gasaRebis faqtebs,
maT kompleqturad gaanalizebiT miiRweva kompelqsuri funqcia, romelic
sruliad pasuxobs logistikur moTxovnebs.
logistikis kompleqsuri funqcia ar Semoifargleba mxolod momarageba-
warmoeba-gasaRebiT, procesebiT; arsebiTi mniSvneloba eniWeba dasawyovebis,
transportirebis elementebs. amdenad, am funqciis damatebiT, logistika es
aris personalisa da masalebis gadaadgileba sivrcesa da droSi, maTi
sawarmoo gadanawileba.
satransporto logistikaSi satransporto operaciebi emsaxureba
personalsa da masalebis gadaadgilebas sivrceSi. personalis logistika
gulisxmobs momuSaveTa saqmianobis grafikebis Sedgenas, xolo masalebis
logistika maTi Senaxvis grafikebis SemuSavebas. masalebisa da personalis
sivrcobrivi gadaadgilebis process emsaxureba am ukanasknelTa dagegmva.
amdenad logistika, rogorc Sida safirmo funqcia moicavs ramdenime
Semadgenel faqtors. iseTebs, rogoricaa masalebis da personalis
sivrcobrivi gadaadgilebis, maTi dagegmvis process da gadaadgilebis
obieqtebis gadajgufebas.

XI. 9. logistikis obieqtebi

logistikis funqciebis realizeba xdeba warmoebis faqtorebis moZraobis

yvela stadiaze. es stadiebia: momarageba-warmoeba-gasaReba. Sesabamisad,
gamoiyofa momaragebis, warmoebisa da gasaRebis logistika. amdenad,
logistika ar warmoadgens materialuri-teqnikuri momaragebis, warmoebisa
da gasaRebis damatebiT funqcias. is aris damoukidebeli sfero, romelic
moicavs nakadebis sivrceSi gadaadgilebis problemebs da qmnis kompleqsur
funqcias.
aRniSnulidan gamomdinare, SesaZlebelia, gamovyoT logistikis sami
ZiriTadi funqcia: 1) sivrcobrivi (rac gulisxmobs personalis da
masalebis sivrcobriv gadaadgilebas); 2) gadanawilebiTi funqcia (rac
gulisxmobs masalebis sortirebis gadanawilebas da sxva); 3) droiTi
funqcia (rac gulisxmobs maTi droSi gadaadgilebis meqanizms).
logistika moicavs oTx obieqts:
I. personalis logistikas;
II. saqonlis logistikas;
III. energoresursebis logistikas;
IV. sainformacio nakadebis logistikas;
personalis logistika moicavs:, erTi satransporto saSualebidan
meoreze misi gadaadgilebisa da daclis, gadasxdomis organizacias.
masalebis logistika moicavs: maT transportirebas, Senaxvas,
sortirebas, gadanawilebas, gadatvirTvas.
energonakadebis logistika moicavs: energiis gadacemas, Senaxvas, tra-
nsformacias.

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 sainformacio nakadebis logistika moicavs: informaciis gadacemas,
Senaxvas, reorganizacias.
amdenad, materialur-teqnikuri momarageba moicavs: masalebisa da
mowyobilobis SeZenas, daqiravebas, momaragebis Seqmnas.
xolo materialur-teqnikuri uzrunvelyofa moicavs: masalebis teqnikur
kontrols, narCenebis gadamuSavebas da utilizacias.
aRniSnulidan gamomdinare, Cans Tu ra arsebiTi sxvaobaa logistikas,
materialur-teqnikuri momaragebasa da uzrunvelyofas Soris.
cxadia, rom firmaSi arsebobs mWidro urTierTkavSiri materialur-
teqnikuri momaragebasa da logistikas Soris, ris gamoc, aucilebelia,
cal-calke ganvixiloT isini da davadginoT maT Soris urTierTkavSiri.
Tanamedrove pirobebSi materialur-teqnikuri momarageba sruliad axal
sabazro mimarTulebas iZens. aRniSnulidan gamomdinare, momaragebis
politika, faqtobrivad, ganisazRvreba momaragebis marketingiT. momaragebis
marketingi aris marketingis mecnieruli mimarTuleba, romelic
gansazRvravs sawarmos yvela kavSirs momaragebis biznesTan, ris
safuZvelzec sawarmoSi miiReba gadawyvetileba misi momaragebis gzebisa da
formebis Sesaxeb.
momaragebis marketingi aris marketingis saerTo funqciis nawili,
romelic bevrad waagavs gasaRebis marketings. momaragebis marketingis
sakiTxebis kvleva arc Tu ise didi xnis win daiwyo. Tanamedrove etapze
prioriteti eniWeba sawarmooSi ZiriTadi konturebisa da personalis
marketingis sakiTxebs, maSin, rodesac adrindel etapze gadamwyvet
mniSvnelobas iZenda masalebisa da nedleulis marketingi. informaciuli
nakadebis marketingis sakiTxebi ar aris safuZvlianad Seswavlili.
momaragebis marketingi sawarmoSi gulisxmobs ramdenime arsebiTi xasiaTis
meqanizmis amoqmedebas. maT Soris unda gamovyoT iseTebi, rogoricaa:
I. momargebis programis sferoSi ganxorcielebuli politikis
gansazRvra;
II. momaragebis pirobebis dagegmva;
III. komunikaciebis politikis dadgena;
IV. saqonlis miwodebis dagegmva.

XI. 10. momaragebis programis SemuSaveba

firmaSi momaragebis programis Sedgena gulisxmobs garkveuli

raodenobisa da saxeobis masalebis SeZenas sxvadasxva bazarze, am procesis
drois dadgenas.
am programis SedgenisaTvis aucilebelia, davazustoT Semdegi sakvanZo
sakiTxebi:
1. romeli masalebis da ra raodenobiT SeZena aris aucilebeli
firmisaTvis;
2. ra xasiTis (xarisxis) unda iyos Sesasyidi masala?
3. rogor gavanawiloT nedleulisa da masalebis bazarze moTxovna
droSi.
momaragebis programis Sedgenis pirveli etapi aris Sesasyidi masalebis
saxeobaTa (asortimentis) dadgena. masalebis asortimenti aris
damokidebuli firmis warmoebiT miznebze, dasamzadebeli da realizebuli
produqciis moculobaze. did rols TamaSobs sawarmoo procesebis siRrme.

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 sawarmoo procesis siRrme aris axali termini, romelic gulisxmobs
imis dadgenas, Tu firmisaTvis ra ufro momgebiania. TviTon awarmoos Tu
garedan Seisyidos nedleuli da masalebi, anu es aris sakuTari warmoebis
da garedan Sesyidvis alternativa.
`Sesyidva-warmoebis~ alternativa exeba ara mxolod masalebs, is aseve
mniSvnelovania:
a) manqanebis, danadgarebis, mowyobilobis `Sesyidva-warmoebis~
alternativis SemTxvevaSi.
b) momsaxurebis `Sesyidva-warmoebis~ SemTxvevaSi. aq igulisxmeba iseTi
momsaxureba, rogoricaa: sagadasaxado konsultaciebi, kompiute-rebisaTvis
programuli paketebis SemuSaveba, samecniero-sakvlevi da sacdel-
sakonstruqtoro samuSaoebi da sxva.
g) alternativa imisa, SeviZinoT informacia gare wyaroebidan Tu
SevagrovoT is damoukideblad. ukanasknelis magaliTs warmoadgens
komunikaciebis sferoSi sxvadasxva saagentoebis ansakuTari
korespodentebis safuZvelze SeZenili informacia.
rogorc moyvanili magaliTebi metyveleben, gadawyvetilebebi sawarmoo
procesis siRrmis Sesaxeb, zemoqmedeben masze xangrZliv perspeqtivaSi.
amasTan, rig SemTxvevaSi isini zemoqmedeben xanmokle perspeqtivaSic.
magaliTad, rodesac sawarmos mcire simZlavreebis gamo, SeuZlebelia
makompleqtebeli nakeTobebis warmoeba da aucilebeli xdeba maTi Sesyidva
garedan.
imis alternativa vawarmooT Tu SevisyidoT, moiTxovs safuZvlian
analizs. analizis procesSi prioritetulia ara mxolod RirebulebiTi
maCveneblebi, aramed iseTebi, rogoricaa: xarisxi, miwodebis grafikis dacva
da sxva. masalebis Sesyidvis, maTi sakuTar warmoebaze gadasvlis
SemTxvevaSi, adgili aqvs ukuintegracias. sxva SemTxvevaSi mwarmoeblis
funqciebi gadaecema mimwodebels. ukanaskneli SemkveTis mier unda
uzrunvelyofiliyo teqnikuri dokumentaciiT, specifikaciebiT, rig
SemTxvevaSi, simZlavreebiT. aseT process uwodeben `simZlavreTa
delegirebas~.
90-iani wlebis dasawyisidan farTod ganixileba e.w. `drekadi
warmoebis~ Teoria. am SemTxvevaSi, warmoebis `siRrmis~ dadgenis gziT
miiRweva xarisxisa da miwodebaTa drekadi cvla. aSS-Si da evropaSi
SemuSavda am koncefciis originaluri varianti, romelic gamoirCeva
Semdegi TaviseburebebiT: jer erTi, molaparakebaTa sagani xdeba ara
mxolod warmoebis calkeuli komponentebi, aramed mza produqciis
sistemuri elementebic, meore momwodebeli gamodis ara mxolod
`delegirebuli simZlavris~ rolSi, aramed is gvevlineba produqciis
mwarmoeblad da SemmuSaveblad.
am xasiaTis saqmianobis gansaxorcieleblad sawarmo-mimwodeblis an
sawarmo-SemkveTebisagan iqmneba erToblivi jgufebi, romlebic erToblivad
ewevian sakonstruqtoro da warmoebis saqmianobas. produqciis
teqnologiurobis da sirTulis maRali done gansazRvravs mxareebis
mWidro urTierTkavSirs, romelic gamoricxavs bazris sxva monawileebTan
konkurencias.
drekadi warmoebis koncefcia warmoiSva im gamokvlevebis safuZvelze,
romelic warmoebda masaCusetsis teqnologiur insti-tutSi. kvlevis sagani
iyo avtomobilebis warmoeba sxvadasxva qveynebSi. gamokvlevebis procesSi
dadginda is sxvaoba, romelic arsebobda warmoebis procesSi, erTis mxriv,

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evropelebsa da amerikelebs, xolo meores mxriv _ iaponelebs Soris. Tu
pirvel SemTxvevaSi adgili hqonda klasikur nakadur xazs, operaciebis
cvlilebebze da masobriv warmoebaze orientaciiT, iaponiaSi gamoiyeneboda
muSakis, sawarmoo simZlavreebis, kapitaldabandebebis SedarebiT mcire
raodenoba. sacdel-sakonstruqtoro da samecniero samuSaobze mcire dro
ixarjeboda da TviT produqciis warmoebis procesi iyo umoklesi
sawarmoo cikli. aseTma warmoebam moipova `drekadi warmoebis~ xasiaTi.
nakeTobisa da teqnologiis erToblivi, erTdrouli SemuSavebis
SesaZleblobas iZleva e.w. sinqronuli inJineringi. is ar moiTxovs im
viwro, specializirebul azrovnebas, romelic damaxasiaTebelia
arasinqronuli inJineringis SemTxvevisaTvis. aseTi samuSaoebis Sedegi,
rogorc, xdeba efeqturi wesi, advilad dasanergia teqnologiuri
gadawyvetilebebi. sawarmoo programis dagegmvis procesSi, romelic
moicavs momaragebis programas, mcire da saSualo warmoebis moculobis
miuxedavad, sawarmo gvTavazobs produqciis warmoebis farTo asortiments.
produqciis warmoeba efuZneba koleqtivebs, romlebic igeba
TviTmmarTvelobiTi jgufebis principebze. maT ekisrebaT: xarisxis
kontrolis funqcia, xarisxis marTva sxvadasxva meTodebiT. e.w. `xarisxis
wreebi~, `wundebuli produqciis aRmofxvris~ programebi da sxva. yovelive
es iZleva produqciis xarisxis mudmivi srulyofis safuZvels. orientacia
produqciis xarisxze, pasuxismgeblobis amaRlebaze iZleva SesaZleblobas
sawarmo struqturis SemuSavebis procesSi SevamciroT ierarqiuli
daqvemdebarebis rgolebi. rogorc wesi, sawarmoo ar adgens simZlavreTa
rezervs, aramed agebs warmoebas principebze _ `zustad droze~, rac
maRalia sinqronizaciis doniT.
saboloo jamSi firma cdilobs, gaamartivos gasaRebis sistema.
produqcia umokles droSi unda gadiodes saboloo momzadebas da
miemarTebodes momxmareblisken. pirdapiri marketingis sxvadasxva formebis
meSveobiT momxmarebelTan mWidro kavSiri miiRweva, rac zemoqmedebs
gasaRebis programis prognozirebaze.

XI. 11. Sesasyidi obieqtebis maxasiaTeblebis gansazRvra

Sesasyidi obieqtebis moculobis gansazRvis procesSi aucilebelia

,gaviTvaliswinoT, rom TiToeuli maTgani warmoebis procesSi
mowodebulia, Seasrulos garkveuli funqcia. amitom Tu SevisyidiT
nedleuls, maSin momaragebis amocanaa im xarisxisa da saxeobis nedleulis
SeZena, romelic srulad pasuxobs warmoebis amocanebs. ufro farTo
gagebiT, momaragebis amocana mdgomareobs im obieqtebis SesyidvaSi,
romlebic srulad pasuxoben produqciis formirebis process.
ama Tu im masalebis vargisianobis xarisxis dasadgenad gamoiyeneba
RirebulebiTi analizis meTodi.
RirebulebiTi analizi es aris normatiuli meTodi, romlis
safuZvelze miiRweva danaxarjebis Semcireba, rac, Tavis mxriv, amcirebs
produqciis fass.
amosavali am meTodSi aris warmoebisaTvis saWiro masalebis SeZena.
TiToeuli maTganisaTvis ganisazRvreba is funqcia, romelsac esa Tu is
masala asrulebs warmoebis procesSi. Semdeg etapze cdiloben mocemuli
funqciis Sesrulebas minimaluri danaxarjebiT. am mizniT, swavloben
masalebis specifikacias, romelic aucilebelia, SevisyidoT.

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 konkretuli saxeobis masalebis maxasiTeblebis gamokvleva aris
mxolod nawili im amocanebisa, romelic dgas masalebis Sesyidvis
procesSi. momaragebis optimaluri programis SemuSavebisaTvis didi
mniSvneloba aqvs imis analizs, Tu rogor urTierTqmedebis sxvadasxva
SeZenili saqoneli. momaragebis procesSi ganisazRvreba urTierTze-
moqmedebis ori sfero:
1. gayidvis pirobebiT ganpirobebuli urTierTzemoqmedeba;
2. Sidasawarmoo urTierTzemoqmedeba.
1) ori sxvadasxva saqonlis urTierTmoqmedeba, gamowveuli gayidvis
pirobebiT, gvxvdeba im SemTxvevaSi, rodesac moTxovna erT saqonelze
zemoqmedebs meore saqonlis miwodebaze. amis magaliTia: erTi da
igive mimwodeblis mier ori saqonlis gayidva. erTi saqonlis
miwodebis SemTxvevaSi xelsayrelia meore saqonlis igive
mimwodeblidan yidva, amis safuZvelze vaRwevT drois ekonomias,
martivdeba saqonlis miwodebis procedura, miwodeba da raodenobis
cvlileba iZleva SeRavaTs fasebSi da sxva.
2) Sidasawarmoo urTierTzemoqmedeba warmoiqmneba SeZenili saqonlis
Senaxvisa da misi warmoebaSi gamoyenebis procesSi. ase magaliTad:
SefuTvis forma, saqonlis zomebi da tarifebi zemoqmedeben mis
transportirebasa da Senaxvaze. amitom, warmoebaSi maragebis Seqmnis
procesSi unda gaviTvaliswinoT masalebis urTierTSecvlis
principi.

XI. 12. nedleulze da masalebze moTxovnis dadgena droiT

WrilSi

nedleulsa da masalebze moTxovnis dadgena drois WrilSi

gansakuTrebuli aris problemaa, romelsac mudmivad vawydebiT da romelic
moiTxovs mudmiv gadaWras. amis dasaZlevad, momaragebis dagegmva calkeuli
masalebis mixedviT, warmoebaSi periodulad mimdinareobs.
am xasiaTis momarageba damokidebulia firmis sameurneo da formalur
miznebze.
sameurneo TvalsazrisiT, masalebSi da maTi miwodebis vadebSi
moTxovnis moculoba damokidebulia sawarmos qvedanayofebis moTxovnaze.
momaragebis formalur miznad gvevlineba danaxarjebis optimizaciis
mizniT, garkveuli raodenobis masalebSi moTxovnis droSi dafarva.
formaluri mizani realizebadia im SemTxvevaSi, Tu momaragebis
danaxarjebis faqtoris gaTvaliswinebiT miiRweva mowodebaTa garkveuli
perioduloba, moTxovna masalebze periodulad gadaisinjeba maragebis
zrdis gaTvaliswinebiT. calkeul masalebze mosalodnelia fasebis zrda.
bunebrivia, rom aRniSnuli saxeobis nedleulisa da masalebis mowodebaze
sawarmoSi warmoebs raodenobrivi parametrebis gaTvlebi.
ZiriTadi optimizebuli gaTvlebi exeba momaragebis principebs.
gansazRvraven Semdeg principebs:
a) aucilebeli maragebis Seqmnis princips;
b) calkeuli Sesyidvebis princips;
g) miwodebis sinqronizaciis princips.

a) aucilebeli maragebis Seqmnis principi gamomdinareobs im

garemoebebidan, rom SeuZlebelia, aucilebeli nedleulisa da masalebis

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droSi prognozireba. es principi gamoiyeneba im firmebSi, sadac moTxovna
nedleulze da masalebze igegmeba xangrZlivi droiT (1 welze
gaangariSebiT) da amis Sesabamisad, maTi miwodebis vadebi ar SeiZleba
ganisazRvros zustad. amis gamo, warmoiSoba garkveuli odenobiT maragebis
Seqmnis aucilebloba. romelic gulisxmobs warmoebisaTvis yoveldRiur
Sesyidvebs, Tumca firmebi deben winaswar kontraqts miwodebaze, ris
safuZvelzec, mimwodebeli awvdis nedleulsa da masalebs kontraqtis
vadebSi momxmarebels.
b) miwodebaTa sinqronizaciis principi Zireulad ar gansxvavdeba wina
principisagan. aq igulisxmeba mimwodeblisa da momxmareblis saqmianobis
sinqronizacia, rodesac nedleuli da masalebi miewodeba garkveul dros
garkveuli raodenobiT, rac gamoricxavs maT Senaxvasa da dasawyovebas. es
principi gamoiyeneba nakaduri warmoebis dros, zusti sawarmoo dagegmvis
pirobebSi.
XI. 13. miwodebaTa pirobebis politika

miwodebaTa politika fasTan erTad gulisxmobs Sesyidvis sxva

mniSvnelovani pirobebis dadgenas.
is moicavs:
1. mimwodeblebisadmi pirdapir gadasaxadebs (fasi, avansirebuli gadasa-
xadebi, lizingis perioduli gadasaxadebi, ijara da sxva);
2. fasdaklebas;
3. mimwodeblis kredits (yvela an calkeul miwodebaze);
4. gadaxdis pirobebs da saqonlis miwodebis vadebs.
am sakiTxebis konkretuli Sinaarsi ganisazRvreba imiT, Tu ra
mdgomareoba uWiravs bazarze mimwodebelsa da momxmarebels. miwodebaTa
pirobebis gansazRvra xdeba xelSekrulebis safuZvelze. mxareebis
interesebis, meurneobriobis pirobebis, miwodebaTa tradiciebis gaTva-
liswinebiT ganisazRvreba miwodebis specifika. amitom, xelSekrulebaTa
dadebis procesSi arsebiTia kompromisis gaTva-liswineba. magaliTad,
kontraqtis fasi SeiZleba davwioT, Tu mivaRwevT gadaxdis sasurvel
pirobebs. amasTan, fasis qveda zRvari ar SeiZleba iyos sabazro fasze
naklebi.
miwodebaTa pirobebi ganisazRvreba momxmarebelsa da mimwodebels
Soris dadebuli kontraqtis safuZvelze. saqonlis saxeobisa da misi
Sesyidvis meTodebis mixedviT, gansazRvraven Semdegi saxeobis kontraqtebs:
gayidvis, ijaris, daqiravebis, samuSaoebis Sesrulebis, SemkveTis masalebiT
produqciis damzadebis, lizingis da sxva. kontraqtis yvela es forma
gansazRvrulia kanonmdeblobiT.
erT-erTi mniSvnelovani aris lizingis kontraqti, romelic moicavs
ramdenime xelSekrulebas. magaliTad: lizingi gadamzidvelTan moicavs
mowyobilobis gadazidvas, dazRvevas, teqnikur gamarTvas, remonts, da sxva
momsaxurebas.
im SemTxvevaSi Tu momxmarebeli apirebs mowyobilobis Sesyidvas, ideba
calke xelSekruleba, romelic gansazRvravs Semdgomi Sesyidvis pirobebs.
lizingis erT-erTi Taviseburebas Seadgens misi iuridiuli gaformebis
sirTule. analogiurad, rTulia ganvadebiT Sesyidvis procedura,
gansakuTrebiT, kontraqtebis is muxlebi, romelic exeba `fass Sesyidvis
preiskurantis mixedviT~ an `saboloo fass gayidvis momentisaTvis~ da sxva.

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 arsebobs agreTve specifikuri xelSekrulebani, romlebic
gansazRvraven momaragebis sxvadasxva strategias. maTi Sinaarsi aisaxeba
imaSi, rom mommarageblebsa da momxmareblebs Soris ganisazRvreba
xangrZlivi urTierTobis strategia. aseTi xelSekrulebebis Sedgenis
procesSi ganisazRvreba myari saqmiani kavSirebi mommaragebelsa da
momxmarebels Soris, iqmneba axali kontraqtis Sedgenis wina pirobebi,
romelSic daculia mxareebis interesebi.
CarCo xelSekrulebebi gansazRvraven mxareebs Soris urTierTobis
farTo perspeqtivas. masSi ganisazRvreba TanamSromlobis saerTo pirobebi
miwodebaTa moculobisa da drois gaTvaliswinebis gareSe. rig SemTxvevaSi
ganisazRvreba miwodebaTa wliuri moculobebi. amdenad, isini
xelSekrulebis monawileebisaTvis gamoiyeneba rogorc orientirebi.
miwodebaTa pirobis winaswari xelSekruleba waagavs CarCo xelSe-
krulebas im gansxvavebiT, rom gaiTvaliswineba erTeuli miwodebebi.
miwodebaTa moculoba momxmarebels ecnoba miwodebis momentamde ramenime
xnis adre.

moTxovnis mixedviT Sesyidvis xelSekruleba gansazRvravs mowodebaTa

moculobas drois gareSe. miwodeba xorcieldeba im moculobiT, romelic
gansazRvrulia xelSekrulebiT.
partiebiT miwodebis xelSekruleba waagavs moTxovnis mixedviT
Sesyidvis xelSekrulebebs, im gansxvavebiT, rom mocemul SemTxvevaSi
xorcieldeba ramdenime miwodeba. miwodeba, rogorc wesi, xorcieldeba
Tanabari partiebiT.
imis gamo, rom Tavidan aviciloT myidvelTan saqonlis sawyobSi
dagroveba, miwodebis procesSi gamoiyeneba xelSekrulebis ramdenime forma.
esenia:
a) mimwodeblis sawyobebSi saqonlis Senaxva;
b) konsignaciuri sawyobi;
c) miwodebaTa sistema `zustad droze~.

mimwodeblis sawyobSi saqonlis Senaxva gulisxmobs, rom mimwodebeli

mis sawyobSi asaxavs maragebis im raodenobas, romelic gansazRvrulia
xelSekrulebiT. am SemTxvevaSi, saqoneli Seinaxeba an mimwodeblis
sawyobSi, an mimwodeblis sawarmoo teritoriaze, an mimwodeblis mier
ijariT aRebul teritoriaze. momxmarebeli aucileblobis SemTxvevaSi,
acnobebs mimwodeblebs gadazidvaTa moculobas, ris Sedegadac,
mimwodebeli avsebs maragebs.
sasawyobo meurneoba SeiZleba iyos myidvelis teritoriaze, an mis
maxloblad. aseT sawyobs ewodeba konsignaciuri. myidveli gadatvirTavs
saqonels misTvis sasurvel dros da sasurveli raodenobiT. sawyobidan
Camowerili saqonlis odenoba jamdeba da formdeba axali xelSekruleba
miwodebaze, rogorc wesi momwodebeli aseT sawyobebSi agebs pasuxs
saqonlis Senaxvaze, dazRvevaze da sxva, amitom konsignaciuli sawyobis
organizeba xdeba sawyobisagan gankerZoebulad da aRricxvis operaciebic
gansxvavebulia.
miwodeba principiT zustad droze gulisxmobs, rom xelSekrulebiT
saqonlis dasawyoveba ara aris gaTvaliswinebuli. mimwodebeli awvdis
saqonels winaswar dagegmili grafikis mixedviT, romelic srul
SesabamisobaSia momxmareblis teqnologiur procesTan, rac mTlianad

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gamoricxavs saqonlis dasawyovebis aucileblobas. am TvalsazrisiT, metad
mniSvnelovania, rom mimwodebels momxmareblis mier zustad miewodos
monacemebi ama Tu im saqonlis moTxovnis Sesaxeb. am tipis xelSekrulebaSi
gaiTvaliswineba winaswari Setyobinebis is minimaluri dro, romelic
eZleva momxmarebels, am ukanasknelma acnobos mimwodebels cvlilebebi
miwodebis procesSi, da am safuZvelze, ukanasknelma SeZlos miwodebaTa
koreqtireba.
momaragebis sferoSi komunikaciebis politika.
momaragebis sferoSi komunikaciebis politikis meSveobiT xdeba
arsebul da potenciur mimwodeblebTan kontaqtebis damyarebis meTodebis
SemuSaveba. agreTve mimdinareobs mTlianad informaciis gavlis meTodebis
dadgena.
ganasxvaveben momaragebis procesSi komunikaciis Semdeg meTodebs:
 pirdapiri komunikaciebi;
 momaragebis operaciebis gafarToebis stimulireba;
 masobrivi informaciis saSualebebSi reklama;
 sazogadoebasTan saqmianoba ` PR~
pirdapiri komunikaciebis meTodi aris momaragebis sferoSi gadamWreli mis
CarCoebSi mimdinareobs mimwodeblebTan pirdapiri kontaqtebis damyareba.
aseTi mimwodeblebis wre SesaZlebelia, davadginoT sakuTar informaciaze
dayrdnobiT, mimwodebelTa cnobaridan, katalogebidan, gamofenebidan,
perioduli gamocemebidan an kompiuteruli bankis monacemTa gamoyenebiT.
CarCo xelSekrulebis CarCoebSi xangrZlivi partniorobis niadagze
arsebuli mimwodeblebTan informaciis gacvla miekuTvneba pirdapir
komunikacias.
momaragebis operaciebis gafarToebis stimulirebas procesSi
mwarmoebeli mimarTavs mimwodebelTa ucnob wres. aRniSnuli wris dadgena
mimdinareobs sxvadasxva adgilas. magaliTad, umaRles saswavleblebSi,
gamofenebze, bazrobebze da sxva. mwarmoeblis ZiriTad amocanas Seadgens
kontraqtis dadgena informaciis Semdgomi gacvlis mizniT.
masobrivi informaciis saSualebebSi reklama aris orientirebuli im
partniorebis farTo wreze, romlebic winaswar ar aris cnobili. reklamis
matareblebis safuZvelze (sareklamo gancxadebebi, gazeTebi da Jurnalebi,
sareklamo rgolebi, radio, televizia, plakatebi da sxva) xdeba saqonlis
im saxesxvaobis dadgena, romelic aucilebelia myidvelisaTvis. sxvadasxva
RonisZiebebis safuZvelze, firma cdilobs, miaRwios dadebiT imijs
sazogadoebaTa urTierTobis TvalsazrisiT, amdenad, am saqminobis mizans
Seadgens ara saqonlis yidva an gayidva, aramed mTlianad firmis imijis
amaRleba. amitom, PR teqnologiebi gvevlineba, rogorc momaragebis, aseve
gasaRebis marketingis saerTo instrumentad.

XI. 14. saqonlis miwodebis dagegmva

saqonlis miwodebis degegmva moicavs maT moZraobas mwarmoeblidan

momxmareblamde. rac miiRweva:
 momaragebis wyaroebis dadgeniT;
 momaragebis logistikiT.

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 momaragebis wyaroebi moicavs saqonlis moZraobas mwarmoeblidan
momxmareblamde mxareebs Soris iuridiuli detalebis dadgenas da
informaciuli nakadebis regulirebas momaragebis procesSi. amasTan,
ganisazRvreba momaragebis struqtura. ukanasknelSi Sedis: mwarmoebelTan
pirdapiri Sesyidvebi, sacalo an sabiTumo Sesyidvebi, brokerebis
samsaxuris gamoyeneba, agentebis, komisionerebis, warmomadgenlebis
momsaxureba, an sakuTari SesyidviTi organizaciebis Seqmna firmaSi.
momaragebis wyaroebis SerCevis procesSi unda dadgindes momaragebis
ZiriTadi gzebi. am TvalsazrisiT, did rols TamaSobs mimwodeblis
reputacia, misi saimedooba. imisaTvis, rom Tavidan aviciloT erT
partniorTan calmxrivi urTierToba, miwodeba nawildeba ramdenime
partniorTa Soris. ukanasknel wlebSi, xdeba partniorTan myari
kavSirebis stimulireba. es ganpirobebulia imiT, rom aseTi urTierTobani
zrdian urTierTsaimedoobas, orientirebulni arian usawyobo miwodebaze.
momaragebis logistika ganixilavs warmoebisaTvis aucilebel
elementebs transportirebisa da Senaxvis problemebs. aq Sedis:
I. personalis logistika, romelic moicavs:
 miznobriv funqciebs: (personalis raodenoba, miwodebis vadebi,
saSualebebi, transportirebis punqtebi da gzebi);
 TanamSromlebis gadaadgilebas (jgufebis organizeba da maTi moculoba,
mosvlis da wasvlis dro, satransporto saSualebebis gadaadgilebis,
satransporto magistralebi);
 dacdis organizebas (im jgufebis organizeba, romelebic elodebian
gadaadgilebas, dacdis dasawyisi da damTavreba, dacdis adgilebis
organizeba);
 gadasvlebi (gadasvlaTa raodenoba, personalis gadasvlis dro,
gadasvlis adgilebis organizeba);
II masalebis logistika, romelic moicavs:
 miznobriv funqciebs: (raodenobas, miwodebis dros, saSualebebs,
transportirebis subieqtebs da gzebs);
 saqonlis gadazidvas (gadazidvebis moculobis, gadazidvis dawyeba,
damTavreba da xangrZlivoba, satransporto saSualebebis saxeobebi,
satransporto gzebi da magistralebi);
 Senaxvas (Sesanaxi saqonlis moculoba, Senaxvis dro, sasawyobo
meurneobis tipebi da Senaxvis meTodebi, Senaxvis adgilebis organizeba);
 sortirebas (saqonlis raodenoba, romelic moiTxovs xelaxal
sortirebas, xelaxali sortirebis adgilebis organizeba);
III energetikuli sakiTxebis logistika moicavs:
 energiis gadacemas (gadasacemi energiis moculoba, energiis gadacemis
dawyebis damTavrebis da xangrZlivobis dro, energiis gadacemis xazebi,
energiis gadacemis gzebi da maTi marTva);
 energiis Senaxvas (Sesanaxi energiis moculoba, energiis Senaxvis
xangrZlivoba, energiis Senaxvis wyaroebi (generatori, batarea), energiis
Senaxvis wayaroebis adgilmdebareoba);
 energiis transformacias (im energiis moculoba, romelic eqvemdebareba
transpormacias, transformaciis dro, transformaciis mowyobiloba,
transformaciis mowyobilobis adgilebis organizeba);
 informaciuli nakadebis logistikas:

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 informaciis gadacemas (gadasacemi informaciis moculoba, gadacemis
dro, pirdapiri kavSirebi, informaciuli magistralebi (telefoni,
kompiuteri da sxva);
 informaciis Senaxvas (Sesanaxi informaciis daxarisxeba, Senaxvis
dasawyisi da damTavreba, informaciis matareblebi (disketebi,
perfobaraTebi da sxva) informaciis Senaxvis adgilebis organizacias;
 monacemebis reorganizacias (reorganizebadi monacemebis
moculoba, reorganizaciis dro, Seyvana-gamoyvanis kodebi, kodireba).

UXI. 15. logistikis dagegmvis meTodebi

logistikis funqciebi moicavs warmoebis faqtorebis sivrceSi fizikur

gadaadgilebas, droSi moZraobasa da gadanawilebas. logistikis
realizaciis procesSi, aucilebelia oTxi saxeobis amocanis gadawyveta:
1) raodenobrivi parametrebis dadgena (ramdenis gadazidva, Senaxva an
gadanawileba aris aucilebeli firmisaTvis);
2) gadazidvis vadebis gansazRvra (rodis aris aucilebeli daviwyoT da
davasruloT logistikis calkeuli elementebis ganxorcieleba);
3) saSualebebis dadgena (ra saSualebebiT xdeba logistikis calkeuli
amocanebis realizacia);
4) transportirebis adgilmdebareoba da wyaroebis gansazRvra (saqonlisa
da personalis gadaadgilebis gzebi, sasawyobo meurneobis organizebis
adgilebi, gadasazidi da gadasajdomi punqtebis organizeba).
logistikis tipiuri problemebis Seswavlas, da gadawyvetas firmaSi
axorcielebs sasaqonlo logistikis ganyofileba, romlis ZiriTadi
funqciaa masalebis Senaxva, gadazidva, gadanawileba.

mimoxilviTi SekiTxvebi:

1. rogoria urTierTkavSiri biznessa da logistikas Soris?

2. ra evoluciuri safexurebi gaiara logistikis koncefciam?
3. raSi mdgomareobs logistika, rogorc mecnieruli mimarTuleba?
4. rogor xdeba logistikis ganviTareba da infraindustriis formireba?
5. logistikis ra saxeebs vicnobT?
6. raSi mdgomareobs logistikis miznebi?
7. raSi mdgomareobs momaragebisa da logistikis safuZvlebi?
8. raSi mdgomareobs logistikis funqciebi?
9. ra igulisxmeba logistikis obieqtebSi?
10. rogor xdeba momaragebis programis SemuSaveba firmaSi?
11. raSi mdgomareobs momaragebis sferoSi komunikaciebis politika?

TameSi ganxiluli sakiTxebis mokle ganmeoreba:

1. dagvixasiaTeT is gansxvaveba, romelic aris terminebs _

`logistikasa~ da `logikas~ Soris?
`logika~ aris mecniereba azrovnebis meTodebisa da Tvisebebis Sesaxeb.
`logistika~ aris materialuri, energetikuli, SromiTi, informaciuli,
safinanso nakadebis Sesaxeb mecnieruli swavleba.
2. riT gansxvavdebian logistikis ganviTarebis stadiebi?

235
 pirveli stadia xasiaTdeba logistikis araregularuli
organizaciiT da dReRamuri dagegmviT. meore stadiaze am funqciebs
emateba SekveTebi da momxmarebelTa centraliziebuli momsaxureba.
mesame stadiaze xdeba logistikuri prognozireba da samarketingo
RonisZiebebis kompelqsuri dagegmva, meoTxe stadiaze xdeba gasaRebis,
samarketingo RonisZiebebis kompleqsuri dagegmva.
3. rogoria `logistikis~, rogorc terminis genezisi?
Tavdapirvelad samoqalaqo saqmianobaSi es termini gamoiyeneba
sasawyobo da satransporto meurneobebs Soris urTierTkavSiris
dadgenis mizniT. Tanamedrove etapze, is moicavs materialur,
energetikul, informaciul, safinanso nakadebs.
4. dagvixasiaTeT mikro da makro logistikebi?
mikrologistikis kvlevis sagania mikrodoneze nakadebis marTvis
sakiTxis ganxilva da Seswavla. makrologistika ganixilavs im
procesebs, romlebic mimdinareobs am TvalsazrisiT, regionaluri,
regionTSorisi, saerTaSoriso da saxelmwifoTaSoriso doneze.
5. ra gansxvavebaa Sinagan da sagareo logistikas Soris?
sagareo logistika ganixilavs im nakadebs, romlebic cildeba
marTvis subieqtis CarCoebs. Sinagani logistika aris mimarTuli
sameurneo saqmianobis koordinaciisa da srulyofisaken nakadebis
marTvis sferoSi firmebis, sawarmoTa, korporaciuli jgufebis
mixedviT.
6. dagvixasiaTeT is gansxvaveba, romelic arsebobs momaragebiT,
sawarmoo (warmoebiT) da ganawilebiT (marketingul) logistikas
Soris?
momaragebiTi (SesyidviTi) logistika dakavSirebulia materialuri
resursebis momaragebis (Sesyidvis) procesTan. sawarmoo (warmoebiTi)
logistika wyvets yvela im sakiTxs, romelic dakavSirebulia warmoebis
procesSi materialuri resursebis marTvis organizaciasTan.
ganawilebiTi (marketinguli) logistika specializdeba produqciis
realizaciaze.
7. ra obieqtebs moicavs logistika?
logistika moicavs sawarmoo personals, saqonels, energoresursebs,
safinanso da sainformacio nakadebs.

236
 Tavi XII
SromiTi resursebis marTva

ekonomikuri sazogadoebis mTavari

naklovanebani, romelSic vcxovrobT,
aris misi uunaroba, uzrunvelyos sruli
dasaqmeba, aRmofxvras TviTneboba
simdidrisa da Semosavlebis ganawile-
baSi, rac mas axasiaTebs.
j. m. keinsi

kapitalistur sazogadoebaSi adamianis

`sabazro~ aRzrda iwyeba, SeiZleba
iTqvas, misi dabadebis momentidan da
mTeli cxovreba ganawyobs mas Taosnobisa
da mewarmeobisaTvis.
k. makkoneli, s. briu

am TavSi Tqven gaecnobiT:

2. momuSaveTa swa-
1.SromiTi resursebis vlebasa da kvali- 3. xelfassa da
marTvis process; fikaciis amaRlebas. Sromis anaRa-
SromiT resursebSi sapensio Semweobebis urebas;
moTxovnis dagegmvas; formirebis meTo- stimulirebis
SromiT resursebSi dologias; momu- programebs.
moTxovnis SaveTa damatebiT ga- dazRvevis
prognozirebas; axali dasaxadebs da momsa- programebs.
muSakebis SerCevis meTo- xurebas. ojaxur
dologias; momuSaveTa Semweobebsa da
saqmianobis Sefasebas. SeRavaTebs;
muSakebis SromiTi
statusis cvlas.

237
 XII. 1. SromiTi resursebis marTvis procesi

dRevandeli biznesis umniSvnelovanes elements warmoadgens adamianuri

kapitali. amitomac aris, rom Tanamedrove kompaniebi warmoebis am
umniSvnelovanes faqtors gansakuTrebul yuradRebas uTmoben. amiT
SeiZleba, aixsnas kompaniaTa yuradRebis gaZliereba kadrebis SerCevis,
momzadebisa da gadamzadebis, Sromis anazRaurebis sakiTxebisadmi. im
specifikuri funqciebis erTobliobas, romelsac personalis marTvas
vuwodebT. dRes aRvniSnavT axali terminiT – SromiTi resursebis marTviT.
1990 wlidan SromiTi resursebis marTvas sul ufro didi mniSvneloba
eniWeba da is iZens strategiul xasiaTs. samuSao Zalis marTva,
organizaciuli kultura, maRali tempebiT viTardeba. teqnologiuri
progresi qmnis disbalanss samuSao Zalis ganviTarebis donesa da
teqnologiur miRwevebs Soris.
SromiTi resursebis marTva warmoadgens Tanamedrove kompaniebis
saqmianobis umniSvnelovanes, amasTan, uaRresad saintereso sferos.
Tanamedrove biznesis sferoSi misi warmateba, upirvels yovlisa,
damokidebulia adamianebze. kargad organizebuli kadrebis samsaxuris, am
dargis gamocdili, SemoqmedebiTad momuSave menejerebis
gareSe,korporaciebi ver SeinarCuneben saerTaSoriso standartebs
produqciisa da momsaxurebis warmoebisa Tu realizaciis sferoSi. rogor
aris SesaZlebeli sakadro sakiTxebSi kompaniis strategiuli miznebis
realizacia, erTiani formula am sakiTxebSi ar arsebobs, amasTan, aris is
zogadi principebi, romelTa realizacia iZleva am dargSi warmatebis
garantias. msoflioSi cnobili kompania ,,Marriott International’’-is vice-
prezidentis k.erlixis azriT [153,p.87] am zogad proncipebs miekuTvneba
Semdegi:
- sakadro strategia unda iyos integrirebuli biznesis strategiasTan;
- SromiTi resursebis marTvis sagani aris ara am dargis programebi, aramed
urTierTobani;
- SromiTi resursebis efeqtiani marTvisaTvis, aucilebelia, movaxdinoT
mosalodneli cvlilebebis prognozireba, maTi adaptacia axal garemoSi.
- SromiTi resursebis marTva aris gamiznuli ara pirovnebebze, aramed
problemebze da maTi gadawyvetis gzebze.
- SromiTi resursebis marTvis dargSi menejerebs unda esmodeT, rom maTi
sargeblianoba, mocemuli biznesSi moiTxovs uwyvet swavlebas, mowinave
gamocdilebis dagrovebasa da gamoyenebas.
- arsebobs SromiTi resursebis marTvis uamravi kriteriumi, romelebic
aRwerilia literaturaSi. amasTan, mniSvnelovania harvardis biznesis
skolis profesoris, maikl biris38 mier Camoyalibebuli kriteriumebi.
esenia:
a) kompetenturoba. sakadro saqmianoba efeqtiania maSin, rodesac
arseboben is adamianebi, romlebsac SeswevT unari, kvalificirebulad
Seasrulon is. dRevandel pirobebSi am sferoSi kompetenturoba
gulisxmobs sakadro muSakebis unars, miusadagon TavianTi saqmianoba
mimdinare cvlilebebs. amitomac aris, rom kompetenturobis aucilebeli
elementebi aris adaptaciis unari da moqniloba.

38
Elle Brandt. Global Hp//Personal Journal. 1991. March. 40

238
 b) erTguleba da harmonia. sakadro saqmianoba efeqtiania, Tu am sferoSi
dasaqmebulebi arian kompaniis miznis erTgulni. erTgulebis fenomeni
warmoiSoba maSin, rodesac aris kompaniis muSakebs, da mis miznebs Soris
harmoniuloba. erTgulebisa da harmoniis uzrunvelyofa yvelaze martivi
aris maSin, rodesac kompaniis sabazro Rirebulebebi eTanawyoba im
Rirebulebebs, romlebic mniSvnelovania misi TanamSromlobisaTvis.
g) efeqtianoba. SromiTi resursebis marTvis efeqtianoba niSnavs
kadrebis dabal denadobas, samuSao mocdenebis Semcirebas, kompaniaSi
dasaqmebis maRali konkurenciuli garemos arsebobas.
amdenad, SromiTi resursebis marTvis dargSi dasaqmebulma menejerebma
unda gaiTvaliswinon am dargis fuZemdebluri principebi da kriteriumebi.
im menejerebisaTvis, romlebic pasuxs ageben kompaniebis samuSao ZaliT
uzrunvelyofaze, ZiriTad problemas warmoadgens kvalificirebuli
muSakebis SerCeva, amasTan, Sromis bazarze maTi moTxovnileba sul ufro
izrdeba. dRevandel biznesSi mTavars warmoadgens kvalificirebuli
kadrebis SenarCuneba, axalgazrdebis momzadeba da gadamzadeba, sakadro
politikis demografiuli cvlilebebisadmi misadageba; momuSaveTa
ekonomikuri dacemis periodSi Sesakveci muSakebis mimarT, samarTlianobis
principebis dacva da sxva. mniSvnelovania aq sakadro menejmentic.
samSeneblo firma _ `fluors~ (aSS) msoflios filialebSi dasaqmebuli
yavs 22 aTasi muSa, 500 specialisti. menejerebs SromiTi resursebis dargSi
evalebaT maTi xelfasebisa da danamatebis drouli uzrunvelyofa.
personalis SerCeva, momzadeba da gadamzadeba, rasac am kompaniis
filialebi msoflios 80 qveyanaSi axorcieleben. [93,p.235].
amdenad, SromiTi resursebis marTvis procesi moicavs SromiT
resursebSi moTxovnis dagegmvas, prognozirebas, axali muSakebis SerCevas,
kadrebis momzadebas, da kvalifikaciis amaRlebas; momuSaveTa saqmianobis
Sefasebas, xelfasis, Semosavlebis regulirebas da momuSaveTa statusis
cvlas.

XII. 2. SromiT resursebSi moTxovnis dagegmva da prognozireba

firmis kadrebiT dakompleqtebis pirveli stadia mdgomareobs moTxovnis

gegmaSi. dagegmva warmoadgens kadrebis dakompleqtebis umniSvnelovanes
etaps. aq mniSvnelovania Sesabamisi kvalifikaciis samuSao Zalis
racionaluri odenobis SerCeva, radganac dauSvebelia, rogorc zedmeti
muSaxeli, aseve misi nakleboba, rac unda iyos orientirebuli firmis
perspeqtivaze. ase magaliTad, eleqtroteqnikuri mrewvelobis firmis
saprognozo maCveneblebiT, mosalodneli iyo eleqtroteqnikur
produqciaze moTxovnis zrda, ramac, Sesabamisad, gazarda kvalificiuri
muSaxelis odenoba firmaSi. prognozirebis Seusruleblobis gamo,
aucilebeli gaxda samuSao Zalis Semcireba. es magaliTi metyvelebs imaze,
Tu ra urTierTkavSirSi arsebobs prognozirebas, profesiuli funqciebis
swori formebas da muSaxelis daqiravebas Soris.
 SromiTi resursebis moTxovnis dagegmva moicavs ramdenime etaps,
rac sqematurad Semdegnairadaa warmodgenili (ix. nax. #28).

239
biznes prognozireba profesiuli funqciis daqiravebis
gegma analizi procesi

samuSao Zalaze samuSao Zalaze Tanamdebobrivi kvalificiuri

moTxovnis miwodebis instruqciis moTxovnebis
dadgena Sefaseba Sedgena Sedgena

NA
nax. 28 SromiT resursebSi moTxovnis dagegmvis etapebi
SromiT resursebSi moTxovnis gaangariSebis etapebis dacva
uzrunvelyofs kompanias warmoebis procesis moTxovnilebaTa Sesabamisad,
SromiTi resursebis aucilebeli odenobiT.
SromiT resursebSi moTxovna-miwodebis dadgena iseTive mniSvnelovania,
rogorc sawarmos saqmianobis dagegmva. prognozireba iwyeba SromiT
resursebSi moTxovnis dadgeniT, im profesiebis saxeobebisa da
odenobis gansazRvriT, romelic aucilebelia warmoebis normaluri
funqcionirebisaTvis. Tu savaWro kompanias maRaziebis farTo qseliT,
gadawyvetili aqvs erTi wlis Semdeg axali maRaziis gaxsna, amisaTvis
direqtoris Zebna unda daiwyos dauyovnebliv, xolo gamyidvelebi unda
SeirCes maRaziis gaxsnis wina etapze.
prognozirebis Semdeg, amocana mdgomareobs miwodebis moculobis
SefasebaSi. rig SemTxvevaSi, samuSao Zalis miwodebis wyaro, SesaZlebelia
aRmovaCinoT TviT firmaSi, sadac arsebuli kadrebis gadamzadebis
TvalsazrisiT, meti SesaZleblobaa. am resursebis aryofnis SemTxvevaSi,
aucilebelia specialistebis garedan mozidva. aq arsebiTia SromiTi
bazarze cvlilebebis Seswavla-prognozireba. dReisaTvis es procesi
garTulebulia, radganac is intensiurad mimdinareobs. xSirad, muSaxelis
daqiravebis procesSi formebi mimarTaven iaffasiani muSaxelis sagareo
bazars, Tumca aq isini awydebian saxelmwifos saemigracio politikasTan
dakavSirebul sirTuleebs.
meore problema, romelic aucilebelia gaviTvaliswinoT SromiTi
resursebis dagegmvis procesSi, aris mTlianad qveynis aramdgradi
ekonomikuri mdgomareoba. imisaTvis, rom Tavidan aviciloT muSaxelze
zedmeti danaxarjebi. kompaniebi mimarTaven muSakebis daqiravebas arasruli
samuSao dRiT, an maT miRebas droebiT samuSaoebze. aseTi muSakebi advilad
gasaTavisuflebelni arian ekonomikuri dacemis, kompaniis ekonomikuri
mdgomareobis gauaresebis pirobebSi.

XII. 3. profesiuli funqciebis analizi

Tanamedrove msxvil firmebSi sul ufro didi mniSvneloba eniWeba

profesiuli funqciebis analizs. aseTi analiziT SesaZlebeli xdeba, im
mniSvnelovani problemis gadawyveta, romlebic aisaxeba Semdeg sakiTxebSi:
ra aris saWiro mocemuli saxeobis samuSaos ganxo-rcielebisaTvis
aucilebeli funqciebis analizSi, ( riT unda iyos da-kavebuli muSaki

240
samuSao dRis ganmavlobaSi), ra kvalifikacia da codna esaWiroeba mas im
garemos SeswavlaSi, romelSic mouxdeba samuSaos Sesruleba (savaWro
obieqtebze dasaqmebuli gamyidveli unda iyos komunikabeluri, rac ar
moeTxoveba Carxze momuSave muSas). imisaTvis, rom miviRoT informacia
profesiuli funqciebis Sesaxeb SromiTi resursebis dargSi, eqspertebs
SeuZliaT, is moiTxovon mewarmeebisagan, xelmZRvanelebisagan an gamoiyenon
uSualo dakvirvebis meTodi.
profesiuli funqciis analizis safuZvelze, kadrebis ganyofilebis
gamgem unda SeimuSaos muSakis Tanamdebobrivi instruqcia an sawarmoo
operaciebis aRweriloba. Tanamdebobrivi instruqcia aris is specialuri
dokumenti, romelSic aRwerilia samuSaos SemsruleblebisaTvis
aucilebeli funqciebi movaleobani da pirobebi. kadrebis ganyofilebis
gamges agreTve evaleba sakvalifikacio moTxovnebis SemuSaveba. ukanaskneli
adgens mocemuli samuSaos Sesabamisobas muSakis ganaTlebis donesTan,
gamocdilebas da daostatebis xarisxTan.
cxrilSi #29 aRwerilia sainformacio sistemebis operatoris
Tanamdebobrivi instruqcia da sakvalifikacio moTxovnebi:

cxrili #29

normatiuli movaleobani
dokumenti

failebis damuSaveba, terminalebTan muSaoba,

sabuRaltro, sakadro monacemebis dialogur reJimSi
damuSaveba, kompiuteruli damuSavebis formebSi
monacemTa Seyvana, mowyobilobis momsaxureba da
remonti.
Tanamdebobrivi amowmebs gamomaval monacemebs da axdens im darRvevebis
instruqcia likvidacias, romlebic iwvevs informaciis damaxinjebas.
axdens winaswar dadgenili instruqciiT informaciis
gadacemas, daxarisxebas,
drois ganawilebis sistemis terminalis failebis
regulirebas da koreqtirebas.
sakvalifikacio monacemTa damuSavebis eleqtronul sistemaSi muSaobis
monacemebi eqvsTviani gamocdileba.
kompiuterul monacemebSi Secdomebis aRmoCenisa da
gasworebis unari.

XII. 4. axali muSakebis SerCeva

personalis SerCevaze pasuxs agebs kadrebis ganyofilebis Sesabamisi

specialitebi. maT movaleobebSi Sedis: Sesasrulebeli samuSaos
moTxovnaTa Sesabamisad kompaniaSi kadrebis SerCeva, am muSakebze
informaciis moZieba, gazeTebSi reklamis, dasaqmebis biuroebSi gancxadebis
ganTavseba kolejebis, universitetebis damamTavrebeli kursebis
studentebis SerCeva da sxva kompaniebidan kvalificirebuli kadrebis
gadmobireba.
kadrebis moZiebis ZiriTadi etapia: winaswar SerCeuli pretendentebidan
sasurveli kandidaturebis dadgena. am SerCevis mizniT, gamoiyeneba pirvel
etapze jamuri cnoba (reziume), sadac yvela pretendenti avsebs ganaTlebis,

241
SromiTi gamocdilebis, ojaxuri mdgomareobis Sesaxeb monacemebs, xolo
meore etapze xdeba yovel kandidatTan gasaubreba, romelic SesaZleblobas
iZleva, miviRoT sruli informacia misi kvalifikaciisa Tu sxva saintereso
monacemebis Sesaxeb. gasaubrebis ZiriTadi amocana mdgomareobs imaSi, rom
Segveqmnas warmodgena kandidatis gamocdilebasa da pirovnul Tvisebebze.
samu-Saos specifikidan gamomdinare, kandidats SeiZleba winadadeba mieces
gaiaros specialuri testi. gasaubrebis Semdeg darCenil kandidatebs
kadrebis ganyofilebis specialitma SeiZleba Cautaros meore gasaubreba.
amis Semdeg, am kandidatebs acnoben maT uSualo menejers, romelic
kompaniis xelmZRvanelobasTan SeTanxmebiT Rebulobs gadawyvetilebas
axali muSakis dasaqmebis Sesaxeb. amisaTvis, rom sabolood darwmundnen
atestirebuli kandidatis monacemebSi, xdeba warmodgenili dokumentaciis
da gamoxmaurebebis gadasinjva da misi samedicino Semowmeba.
am procesSi yvelaze mniSvnelovans warmoadgens gasaubreba da
testireba.
gasaubreba tardeba kompaniis mier dadgenili standartuli
teqnologiiT. is TanamSromeli, romelsac evaleba gasaubrebis Catareba,
unda ecados kandidatTan Sexvedris procesSi Seqmnas araformaluri,
komfortuli atmosfero, am mizniT gamoyos drois SeuzRudavi biujeti da
kiTxvebi Seadginos ise, rom isini exebodnen monacemebs kandidatis Sesaxeb.
gamokiTxvis procesSi kompaniis warmomadgenelma unda moaxdinos
yuradRebis koncentrireba im sakiTxebze, romlebic uSualod exeba
momaval saqmianobas, raTa gaarkvios, ramdenad Seesabameba am samuSaos
pretendenti, an piriqiT ramdenad vargisia is am samuSaos
Sesasruleblad. SekiTxvebi unda exebodes kandidatis biografiul
monacemebs, mis profesiul Tvisebebs, codnas, interesebs. tipiuri
SekiTxvebi warmodgenilia cxril #30 Si.

cxrili #30

monacemebi SekiTxvebi
SromiTi 1. ratom gindaT SeicvaloT samsaxuri?
biografia 2. ra ar mogwondaT wina samuSaoze?
3. ra amocanebi gagaCndaT wina samuSaoze?
axali 1. ras elodebiT axali samuSaosagan?
Tanamdeboba 2. axali samuSaos ra aspeqtebi migaCniaT
gansakuTrebulad rTulad?
3. ra inovaciebs SeitanT Tqvens axal
saqmianobaSi?
4. ra amocanebs dasvamT pirvel rigSi axal
samuSaoze?
5. ras izamT im SemTxvevaSi, Tu Tqveni axali
samuSaos biujeti Seikveceba 10%-iT?
kariera 1. rogori aris Tqveni miznebi xangrZliv
perspeqtivebze orientaciiT?
2. karieristuli TvalsazrisiT rogor
viTardebodiT dRemde?
3. ra faqtorebs aqvs Sromis procesSi
TqvenTvis yvelaze didi mniSvneloba
4. rodis elodebiT dawinaurebas?
kompaniis 1. migaCniaT Tu ara Tqveni Tavi megobrulad?
sargeblianoba 2. xarT Tu ara gunduri individualuri
muSaobis momxre?

242
 3. aqebT Tu ara kolegebis miRwevebs?
4. ra Tvisebebi unda gaaCndes Tqvens
qveSevrdoms, xelmZRvanels?
5. rogor moeqceviT `rTul~ TanamSromels?
6. rogor moeqceviT im kolegas, romelic iyo
Tqveni konkurenti, miaCnia Tavisi Tavi
ufro kvalificiurad, xolo amJamad aris
Tqveni qveSevrdomi?

cxrili #30 gasaubrebis zogadi kiTxvarebi.39

kadrebis ganyofilebis gamocdilma muSakebma SesaniSnavad ician, Tu

raoden mniSvnelovania uSualobis, urTierTndobis, miukerZoeblobis
atmosferos Seqmna, raTa asistentebma Tavisufalad igrZnon Tavi da
gaaCndeT gulRia urTierTobis SesaZlebloba, interviuebisas
mniSvnelovania kandidatis mosmena da kritikuli msjeloba misi
saqmianobaze, an calkeul pirovnul aspeqtebze. aseTi dakvirveba
SesaZleblobas iZleva, SevagrovoT pretendentis Sesaxeb is aucilebeli
informacia, romelic xdeba gadawyvetilebis miRebis safuZveli.
dReisaTvis momuSaveTa daqiravebis xerxebs Soris yvelaze sakamaTo aris
testireba. amasTan, ara sakuTriv testebi, aramed, is meTodebi, romliTac
xdeba testirebis gziT pretendentebis SerCeva. testebi gamoiyeneba
inteleqtis, sazrianobis, interesTa, piradi Tvisebebis gamovlenis mizniT.
kompaniebi iyeneben testirebis sam ZiriTad meTods: sakvalifikacios,
fsiqologiurs da narkologiurs.
yvelaze xSirad gamoiyeneba is sakvalifikacio testebi, romlebic
iZleva SesaZleblobas, ganvsazRvroT pretendentis kompetenturoba da is
Tvisebebi, romlebic aucilebelia konktretuli samuSaos SesrulebisaTvis.
testebi aris specifikuri da isini gamomdinareoben Sesasrulebeli
samuSaos moTxovnebidan. magaliTad, an aZleven testebs, romlebSic
vlindeba maT mier monacemTa gadamuSavebis SesaZlebloba. fizikurad
momuSaveebs ki im testebs, romlebic avlenen koordinaciisa da
mxedvelobis unars.
fsiqologiuri testireba xdeba werilobiT, winaswar Sedgenil
kiTxvebze pasuxis gacemis gziT. aseTi testebi avlenen samuSaoze
pretendentis saerTo inteleqtualur dones, samuSaosadmi
damokidebulebas, interess, mmarTvelobiT midrekilebebs da pirad
Tvisebebs. fsiqologiuri testirebis avtorebs miaCniaT, rom isini iZlevian
utyuar informacias, xolo maTi oponentebis azriT, isini araefeqturi da
diskriminaciuli xasiaTis matarebelia: testireba ar SeiZleba CaiTvalos
panacead an mdivnebis SerCevis procesSi pretendentebis samuSaoze SerCevis
utyuar meTodad. is aris samuSaoze misaRebis mxolod damatebiTi berketi.
kerZo seqtorSi sul ufro mkvidrdeba narkologiuri testireba,
romelTa mizania muSakebis narkotikebisadmi midrekilebis gamovlena. aSS-
is menejerTa asociaciis gamokiTxvis monacemebiT, am qveynis firmebis 60%
awarmoebs am tipis testirebas, maT Soris 96% uars amboben am kategoriis
muSakebze. [138,p.12].
sainteresoa is gamocdileba, romelic gaaCnia calkeul ganviTarebul
qveynebs samuSaoze ayvanis procesSi testireba-gamoyenebis meTodologiaze.

39
wyaro The Interview Process//Small Bisness Report. 2004. December. 61-66.

243
am TvalsazrisiT, niSandoblivia is procedurebi da iuridiuli normebi,
romlebic am TvalsazrisiT dominirebs amerikis SeerTebul StatebSi. am
qveynis federaluri da Statebis kanonebi moiTxoven, rom damqiraveblebma
ar unda dauSvan gancxadebis blankSi gasaubrebis SekiTxvebSi an testebSi
is kiTxvarebi, romlebic iwvevs pretendentis diskriminacias.
ase magaliTad, SekiTxvebi ojaxuri mdgomareobis, asakis, religiuri
mrwamsis, materialuri mdgomareobis Sesaxeb ewinaaRmdegeba dasaqmebis
Tanabari pirobebis komisiis moTxovnebs, rameTu maT SeuZliaT gamoiwvion
pirovnebis diskriminacia. garda amisa, SemuSavebulia iseTi SekiTxvebic,
romelic ar exeba momaval samuSaos (magaliTad, ra saqmianobas eweviT
Tqven samuSaos Semdeg?) kompaniebi, romlebic iyeneben anketirebis formebSi
am SekiTxvebs, arRveven kanons. [131,p.36]. 1986 wels iyo miRebuli kanoni
`saimigracio wesebis Sesaxeb~, romlis Tanaxmad, kompaniebs ekrZalebaT
qveyanaSi araregalurad myofi emigrantebis daqiraveba. 1988 wels `ojaxis
mxardaWeris Sesaxeb~ miRebuli kanonis Sesabamisad, kompaniebi valdebulni
arian daukavon TanamSromlebs xelfasidan alimentis Tanxa, amasTan, maT
ekrZalebaT daqiravebis procesSi samuSaos pretendents am Temaze dausavan
SekiTxvebi. [204,p.31]. kompaniebs daqiravebis procesSi ekrZalebaT iseTi
SekiTxvebis dasma, rogoricaa: xarT Tu ara daojaxebuli? gyavT Tu ara
bavSvebi? gaqvT Tu ara sakuTari saxli? iyaviT Tu ara dapatimrebuli?
rodis daamTavreT skola? radganac aSS-is kanonebiT, isini laxaven
adamianis pirovnul uflebebs.
1982 wels aSS-s umaRlesma sasamarTlom ukanonod aRiara, is testebi,
romlebic iwveven muSakebis diskriminacias. amis gamo, kompaniebs
ekrZalebaT am testebis gamoyeneba. imdnad, ramdenadac rTuli aRmoCnda
imis dadgena, Tu romeli testi amxels samsaxurebrivi borotmoqmedebis
niSnebs da romeli ara, kompaniebis didima nawilma saerTod uari Tqva
testirebis meTodebze.
amerikis rig StatebSi aikrZala narkologiuri testirebis Catareba,
amasTan, isini savaldebuloa federaluri mTavrobis yvela
mosamsaxurebisaTvis.
miuxedavad imisa, rom kompaniebi maqsimalurad cdiloben maTi saqmianoba
gaxadon usafrTxo da efeqturi, testirebis meTodebis oponentebi miiCneven,
rom kompaniebis ufleba - miiRon maqsimaluri informacia TanamSromlebis
an dasaqiravebeli muSakebis Sesaxeb testirebis gziT, ewinaaRmdegeba
adamianis pirovnul uflebebs. amitomac aris, rom ganviTarebul qveynebSi
damqiravebelsa da daqiravebuls Soris uflebebis balansis moZebna 2000-
iani wlebis erT-erTi umwvavesi problemaa.

XII. 5. muSakebis swavleba da kvalifikaciis

amaRleba

samuSaoze ayvanili yvela axali muSaki samuSaos specifikidan

gamomdinare, moiTxovs swavlebas. buRalteriis zogadi principebi yvela
firmaSi saerToa, magram warmoebisa da momsaxurebis sferoebis specifikis
mixedviT, buRalteria firmebis mixedviT gansxvavebulia.
idealur SemTxvevaSi TanamSromlis profesiuli zrda unda daiwyos
samuSaoze gasvlis pirvelive dRidan. muSakebi TaviaT pirvel dRes
molodiniT iwyeben da kadrebis dargSi gamocdilma menejerma unda SeZlos
am molodinis kompaniis SesaZleblobebTan SesabamisobaSi moyvana.

244
Tanamedrove saqmian urTierTobaTa sferoSi ar aris sakmarisi samuSaos
instruqciis Sesabamisad ganxorcieleba.
niu-iorkis sainvesticio bankSi _ ,,Donaldson, Lufkin and Jenrette’’-i axali
TanamSromlebisaTvis xdeba seminarebis organizeba, sadac isini ecnobian
sxva TanamSromlebs, ismenen bankis xelmZRvanelebis gamosvlebs, ecnobian
saqmiani eTikis normebs, swavloben bankSi qcevis stils da Cacmis normebs.
,,Walt Disney’’-kompaniaSi axali TanamSromlebi gadian swavlebas specialuri
programiT, romlis dasaxelebaa ,,tradicia~, sadac maT acnoben kompaniis
istorias, tradiciebs, marTvis stils. kompaniis prezidenti atarebs
individualur gasaubrebas yvela axal TanamSromelTan, dawyebuls
meezovidan damTavrebuls ufrosi menejeriT. am programis mizania
koleqtivSi moraluri da inteleqtualuri atmosferos Seqmna. [93,c.62-64].
imisaTvis, rom yvela muSaks Seeqmnas mkafio warmodgena kompaniis
startegiaze, miznebsa da amocanebze, firmebis umravlesoba warmatebiT
nergavs axlad miRebuli TanamSromlebis profesiuli orientaciis
programebs. es programebi gansxvavebulia, amasTan, isini moicaven ramdenime
zogad Temas, romelic yvela kompaniisaTvis saerToa, es Temebia: [225,p.37-40].
 firmis istoria da struqtura, subordinaciis damkvidrebuli
sqema;
 daqiravebis, zesaaTebis anazRaureba, ganTavisuflebis pirobebi;
 organizaciis Sinaganawesi;
 damatebiTi xelfasebi da Svebuleba;
 SromiTi valdebulebani da pasuxismgebloba;
xelmZRvaneli valdebulia, axali muSakisaTvis gamoyos dro, raTa
gaacnos is kolegebs, auxsnas samuSaos specifika da Taviseburebani. aseTi
drois xarjva yovelTvis Sedegiania, radganac is aCqarebs muSakis axal
garemoSi adaptacias.
mravali kompania iyenebs axali muSakis swavlebis specifikur meTodikas.
swavleba muSakebisaTvis SeiZleba mimdinareobdes uSualod samuSao
adgilze, sadac gamocdili muSa damwyebs aswavlis Sromis ZiriTad
ileTebs da xerxebs. ufro maRali kvalifikaciis muSakebisaTvis
gamoiyeneba specialuri leqciebi, sadac profesiulTan erTad ganixileba
SromiTi eTikis sakiTxebi.
kadrebis momzadebisa da gadamzadebis mizniT, wamyvani kompaniebi
iyeneben calkeul universitetebTan da kolejebTan saxelSekrulebo
urTierTobaTa formas.
am urTierTobaTa ganviTarebis dRevandel etapze eqtiania ganaTlebis
sistemisa da warmoebis integracia. am TvalsazrisiT niSandoblivia is, rom
kompaniebi qmnian sakuTari ganaTlebis centrebs. sainteresoa kompania
`motorolas~ gamocdileba, romelmac Seqmna sakuTari uwyveti ganaTlebis
centri-universitetsi `motorola~. es centri weliwadSi axdens 100 aTasi
muSakis momzadebasa da gadamzadebas. is TamaSobs dadebiT rols, rogorc
saxelmwifoebrivi da aseve kerZo ganaTlebis sistemis ganviTarebaSi. misi
programa moicavs, rogorc ZiriTadi sagnebis swavlebas (gansakuTrebuli
adgili eTmoba inglisuri enis swavlebas), aseve seriozul sainJinro
programebs. weliwadSi am mizniT kompania xarjavs 60 milion dolars.
amasTan, es Tanxa advilad gamoisyideba kompaniaSi danergili inovaciebisa
da produqciis xarisxis amaRlebis xarjze. [121,p.36].

245
 XII. 6. muSakebis saqmianobis Sefaseba da atestacia

rodis SeiZleba davawinauroT muSaki? ra kriteriumebiT wavaxalisoT is

materialurad? am SekiTxvebze pasuxi da Sesabamisi gadawyvetilebani,
rogorc wesi, subieqturia, isini miiReba piradi dakvirvebis, interesebisa
da emociebis safuZvelze.
imisaTvis, rom Tavidan aicilon es subieqturi faqtorebi, kompaniebi
nergaven muSakebis saqmianobis Sefasebis sistemas, romelic iZleva
SesaZleblobas, obieqturad SevafasoT muSakebis Sromis Sedegebi.
ukanasknel wlebSi kompaniebis mier sul ufro aqtiurad inergeba Sromis
kompleqsuri Sefasebis sistema, romelSic samuSao kriteriumebi mkacrad
formalizebulia, ris gamoc, rogorc damqiravebeli, aseve muSaki winaswar
ecnoba Sesasrulebeli samuSaos Sefasebis kriteriumebs, orives Tanabrad
SeuZlia Seafasos is, Tu ramdenad sworad aris es samuSao Sesrulebuli.
samuSaos SefasebisaTvis gamoiyeneba xuTbaliani sistema, (ix. cxrili #31),
rac iZleva Sromis Sedegebis sistematiurad Sefasebis SesaZleblobis.
kompaniebi, aseTi Sefasebis Sedegebs iyeneben muSakebis Sekvecis mizniT.

cxrili #31 muSakis mier samuSaos Sesrulebis Sefasebis anketis

nimuSi

maCveneblebi xuTbaliani
Sefaseba
I. profesiuli codna da Cvevebi
kargad esmis movaleobani, iyenebs miRebul codnasa da
gamocdilebas; ganicdis adaptacias axali meTodebis 54321
(teqnologiebisadmi), axdens samuSaos swor dagegmvas da
organizebas, aRiarebs Secdomebs da iTvaliswinebs siZneleebs.
II. samuSaos moculoba: 54321
gamomuSaveba; standartebisa da droiTi grafikebis dacva; samuSao
drois efeqtiani gamoyeneba.
III. samuSaos xarisxi: 54321
sizustis xarisxi – ar uSvebs Secdomebs; safuZvlianad asrulebs
samuSaos; akeTebs swor daskvnebs.
IV. iniciativa da SemoqmedebiToba: 54321
iRebs Tavis Tavze iniciativas; srulad asrulebs dakisrebul
movaleobas; aqvs unari, organizebulad ganaxorcielos ideebi da
Canafiqrebi.
V. komunikaciuri Tvisebebi: 54321
cxadad da lakonurad SeuZlia, warmoaCinos ideebi da gacvalos
informacia; SeuZlia klienturasTan da ierarqiis sxvadasxva
warmomadgenlebTan uproblemo urTierToba.
VI. saimedo:
instruqciebis da gankargulebebis Sesrulebis SesaZlebloba; 54321
saCqaro davalebebis Sesrulebis unari; sxva SromiTi Cvevebi.
VII unari:
aqvs xelmZRvanelis potenciuri SesaZleblobani; 54321
sxva adamianiebis amocanebis realizaciis mizniT organizebis
unari; aqvs qveSevrdomebis saqmianobis srulyofis SesaZlebloba

Sefasebis kriteriumebi:
5 – friadi. muSaki sistematiurad aWarbebs dadgenil normebsa da
asrulebs gegemebs gadaWarbebiT.
4 _ saSualoze maRali. muSaki sistematiurad asrulebs dadgenil
normebs. asrulebs gegmebs.

246
 3 – damakmayofilebeli. muSaki aris saSualo kvalifikaciis, asrulebs
dadgenil normebs, rig SemTxvevaSi ver asrulebs gegmebs. asrulebs
davalebebs dadgenil reJimSi.
2 – aucilebelia gaumjobeseba. arasrulyofilad asrulebs normebs da
ver uzrunvelyofs mosalodnel ukugebas. am donis muSaki ver pasuxobs
mocemul samuSaos standartul moTxovnebs.
1 – aradamakmayofilebeli. muSaki ver asrulebs samuSaos minimalur
moTxovnebs da ver uzrunvelyofs mosalodnel ukugebas.
aseTi Sefaseba, aucilebelia, gamoirCeodes obieqturobis maRali doniT,
is iZleva SesaZleblobas, calkeuli muSaki ara marto gaecnos mis SromiT
Sedegebs, aramed dasaxos maTi gaumjobesebis TvalsazrisiT konkretuli
gegmebi. muSakis samuSaodan daTxovnis Semdeg, Sefasebis anketebi
gamoiyeneba sasamarTlo davebis ganxilvis procesSi.

XII. 7. xelfasi da Sromis anazRaureba

TavianTi Sromis fasad muSakebi Rebuloben jildos, rogorc xelfasis,

aseve damatebiTi premiis an sxva damatebiTi anazRaurebis saxiT. es
dajildoeba warmoadgens muSakis Sromis ZiriTad motivs. muSebis da
inJiner-teqnikuri personalis udidesi nawili Sromis anazRaurebas
Rebuloben xelfasis saxiT, romelic ganisazRvreba drois erTeulSi
gamomuSavebuli produqciis an Sesrulebuli samuSaos moculobis
(namuSevari saaTebis) mixedviT. rig SemTxvevaSi xelfasis daricxvis
kriteriumad gamoiyeneba es orive maCvenebeli. xelfasi aris Sromis ara
marto ZiriTadi motivatori, aramed mniSvnelovani stimulic, radganac rac
meti saaTi aqvs namuSevari an produqcia gamoSvebuli muSaks miT metia misi
Sromis anazRaureba.
Tanamedrove firmebSi TanamSromelTa nawilis Sroma ar aris
dakavSirebuli gamoSvebuli produqciis moculobaze an Sesrulebuli
saaTebis raodenobaze. amitom, isini Rebuloben Sromis anazRaurebas
stabiluri xelfasis ganakveTis saxiT. yvelaze mniSvnelovani aq aris is,
rom maTi Sromis Sedegebi ar aris mibmuli namuSevar droze. magaliTad,
marTalia, firmis menejeri da specialistebi ar Rebuloben damatebiT
namuSevar saaTebze Sromis anazRaurebas, magram maT SeuZliaT dRis
ganmavlobaSi dadgenil dros samuSaodan ganTavisufleba.
miRebuli xelfasisa da Sromis anazRaurebis moculoba efuZneba im
wvlils, romelic ama Tu im muSaks Seaqvs kompaniis saqmianobaSi.
magaliTad, marketingis ganyofilebis xelmZRvaneli Rebulobs met Sromis
anazRaurebas, vidre misi mdivani. xelfasis daricxvis sxva safuZveli
SeiZleba iyos mocemuli samuSaos sabazro Rirebuleba. ase magaliTad,
firmis direqtori SeiZleba Rebulobdes ufro maRali Sromis
anazRaurebas niu-iorkSi, vidre san-diegoSi.
2001 wels amerikeli muSa saSualod weliwadSi Rebulobda 23602
dolars. [285,p.117]. Sromis anazRaureba gansxvavdeba, rogorc
Tanamdebobis, aseve dargebis mixedviT. yvelaze maRal anazRaurebas
Rebulobs korporaciis gamgeobis Tavmjdomare. saSualo firmis
aRmasrulebeli direqtori aSS-i 1990 wels Rebulobda weliwadSi 2,1
milion dolarze mets, xolo im korporaciebSi, romelTa brunva aRemateba
miliard dolars, 3,3 milion dolarze mets. [205,p.41]. Cikagos
universitetis profesoris, edvard louleris mier SemuSavebulia `Sromis

247
anazRaurebis strategiuli sistema~, romlis mixdeviTac kompaniebi
gansazRvraven Sromis anazRaurebisa da Sromis Sedegebis
urTierTdamokidebulebas, ris safuZvelzec dgeba tarifebi.40 sul ufro
meti kompaniebi iyeneben Sromis anazRaurebis drekad sqemebs, rodesac
muSakebi xelfasis nawils Rebuloben fuladi formiT, xolo meore nawili
gadairicxeba muSakis sxvadaxsva tipis gadasaxadebis dasafaravad (mag.:
sabavSvo baRis, samedicino momsaxurebis da sxva) kompania ,,General Electric’’-Si
gamoiyeneba stimulireba aqciebis da auqcionebis safuZvelze. yvela donis
menejerebi Rebuloben ofcionebs, maSin, rodesac maTi ganyofilebebis
efeqtianoba aRwevs sagegmo maCveneblebs. [122,p.86]. kompania ,,Wal-Mart’’
garkveuli gamocdis periodis gavlis Semdeg TiToeul TanamSromels
aZlevs SesaZleblobas, Seisyidos kompaniis aqciebi da gaxdes misi
Tanamflobeli. es meTodebi aZlierebs misi korporaciuli marTvis
SesaZleblobebs, rac aisaxeba warmoebis SedegebSi. [174,p.142].
amdenad, yvela es programa asaxavs Sromis anazRaurebis im farTo
speqtrs, romelsac Tanamedrove kompaniebi iyeneben TanamSromelTa
stimulirebisaTvis.

XII. 8. stimulirebis programebi.

imisaTvis, rom wavaxalisoT muSakebi aucilebelia periodulad maTi

fuladi stimulireba. sxva sityvebiT rom vTqvaT, xelfasis daricxvis baza
ganisazRvreba ara zogadad SromiT, aramed misi SedegebiT. amirtom aris,
rom Sromis Sedegebis stimulirebisaTvis aucilebelia waxalisebis
sistemebis danergva, romelic moicavs Semdeg pirobebs:
premiebsa da sakomisioebs. waxalisebis erT-erTi efeqtiani forma aris
premia. firmebis umravlesoba muSakebze gascems premiebs. wlis Sedegebis
mixedviT, premiebi aris dakavSirebuli kompaniis miznebis realizaciasTan.
sakomisoebi es aris fuladi jildoebi, romlebic gaicema firmaSi
produqciis an momsaxurebis realizaciis moculobis mixedviT, rogorc
wesi, isini gamoiyeneba gasaRebis sferoSi dasaqmebuli personalis Sromis
anazRaurebisaTvis.
mogebaSi monawileobis programa gulisxmobs mogebis zrdis SemTxvevaSi
muSakebis damatebiT materialur waxalisebas. kompaniebis mixedviT es
Tanxebi gaicema yovelkvartalurad, yovelTviurad an yovelwliurad.
zogierT SemTxvevaSi es Tanxebi gaicema Sekvecis an pensiaze gasvlis
SemTxvevaSi.
miznis miRwevis monawileobis programa aris mogebaSi monawileobis
programis analogiuri. aRniSnul SemTxvevaSi damatebiTi anazRaureba
gaicema ara mogebis zrdis, aramed TviTRirebulebis Semcierebis, xarisxis
gaumjobesebis, klientebis momsaxurebis gaumjobesebisa da kompaniis mier
sxva winawar dadgenili pirobebis Sesrulebis safuZvelze.
am programis erT-erTi meTodi aris nayofierebis mixedviT Sromis
anazRaureba, rodesac muSaks winaswar ganusazRvraven xelfasis qveda
zRvars da Semdgomi daricxva xdeba normebis an sxva sawarmoo davalebebis
Sesrulebis mixedviT. xelfasis es sistema warmatebulad gamoiyeneba aseT
cnobil firmebSi, rogoricaa `korningi~, `nordstromi~, `monsanto~ da sxva.
amasTan, kompania `diuponma~ uari Tqva am programis realizaciaze imis

40
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248
gamo, rom muSakebi ar daeTanxmnen xelfasis qveda zRvaris dadgena.
[204,p.37].
calkeuli kompaniebi iyenebs anazRaurebas kvalifikaciis mixedviT,
romelic gamomdinareobs muSakis codnasa da kvalifikaciidan da ara maT
mier Sesasrulebeli samuSaos moculobebidan. es sistema gamoiyeneba iseT
kompaniebSi, rogoricaa: `alkoa~, `polaroidi~, `kraisleri~, `vestinghauzi~
da sxva. am sistemis mixedviT, xelfasis Tavdapirveli done ganisazRvreba
muSakis kcvalifikaciis mixedviT, xolo misi Semdgomi zrda
damokidebulia am kvalifikaciis amaRlebaze an SromiTi funqciebis
SeTavsebaze. aseTi sistema iZleva SesaZleblobas, SevamciroT
mmarTvelobiTi aparati, samuSao Zalaze saerTo danaxarjebi, is
astimulirebs muSakebs.
momuSaveTa kompaniis sakuTrebaSi monawileobis programis Tanaxmad,
kompania Tavisi aqciebis nawils yidis mis TanamSromlebze, am gziT
amoRebul Tanxebs aTavsebs maT sagangebo satrasto fondSi. yovel muSakze
modis am fondis garkveuli xvedriTi wili, rodesac kompaniis mdgomareoba
stabiluria. muSakebi fondidan Rebuloben mogebas.
aseTi sistema rig kompaniebSi warmatebulad funqcionirebs, Tumca aris
warumateblobis SemTxvevebic. qimiuri warmoebis firma `gor end assoSeits~
flobs 3 aTasi muSaki. e.w. asocirebuli kompanionebi an partniorebi. am
firmis wliuri brunva izdeba 25%-iT da muSakebi Tavs miiCneven erTian
mmarTvel gundad. amis sawinaaRmdego magaliTia teqstiluri warmoebis
firma `dan river inki~, sadac 8 muSaki flobs aqciebis 70 procents.
miuxedavad amisa, kompaniis marTva koncentrirebulia misi menejerebis, da
sagareo investorebis xelSi, romlebic floben aqciebis mxolod 30%-s.
wesdebiT am kompaniis marTvaSi muSakebis monawileoba ara aris
gaTvaliswinebuli, ris gamoc dabalia maTi daintereseba. [207,p41].

XII. 9. damatebiTi gadasaxadebi da

momsaxureba

kompaniebi regularulad axdenen TavianTi muSakebisaTvis damatebiTi

gadasaxadis dawesebas, anu xelfasis garda, axorcieleben momuSaveTa sxva
finasur mxardaWeras. magaliTad, wamyvan kompaniebSi maRali donis
menejerebs gaaCniaT damatebiTi SeRavaTebi. aq yvelaze gavrcelebuls
warmoadgens samsaxurebrivi avtomobiliT sargebloba an klubebSi
gawevrianebis SesaZlebloba. cxrilSi #31 warmodgenilia kompaniis
mamarTvelobioTi aparatis SemadgenlobisaTvis yvelaze ufro
gavrcelebuli SeRavaTebi. [278,pp 34-36].

249
 cxrili #131

S e R a v a T e b i kompaniis mier
anazRaurebuli
Tanxis xv.wili
%-Si
1. kompaniis avtomobilis gamoyeneba samsaxurebrivi
movaleobis SesrulebisaTvis; 80
2. araSromisunariani dReebis anazRaureba; 58
3. satelefono sakrediro baraTebis anazRaureba; 60
4. kompaniis avtotransportis gamoyeneba piradi mizniT; 47
5. samedicino momsaxureba; 40
6. sxvadasxva klubebSi gawevrianebis gadasaxadi; 27
7. sicocxlis damatebiTi dazRveva; 46
8. avtomanqanis telefonis gadasaxadi. 36

am cxrilSi warmodgenilia im SeRavaTebis nusxa, romliTac

sargebloben kompaniis prezidentebi da aRmasrulebeli direqtorebi.
zogjer terminebs, `damatebiTi gadasaxadebi~ da `momsaxureba~ SevyavarT
SecdomaSi, sinamdvileSi es aris msxvili asignebebi, romlebic arsebiT
zegavlenas axdenen momuSaveTa Sromis anazRaurebaze. ase magaliTad, aSS-Si
muSaki, romelic xelfasis saxiT Rebulobs 10,84 dolars saaTSi,
damatebiTi gadasaxadis saxiT Rebulobs 4,12 dolarze mets. 41 da es
gadasaxadebi arsebiT rols TamaSoben muSakis yoveldRiur yofaSi, mis
saqmianobaSi. arsebobs sxvadasxva saxeobis damatebiTi gadasaxadi da
momsaxureba. iseTebi, rogoric aris socialuri, umuSevrobis mixedviT
dazRveva, samedicino momsaxurebis programebi da sxva.
muSakis saerTo biujetSi damatebiTi gadasaxadebisa da momsaxurebis
saSualo procentuli Tanafardoba aSS-s kompaniebSi warmodgenilia
cxrili #32-Si.42

cxrili #32

# maCveneblebi %
1 ZiriTadi xelfasi; 72
2 damatebiTi xelfasi: 3
-premia zeganakveTur samuSaoze;
- danamati;
- is premiebi, romlebic ar aris dakavSirebuli
sawarmoo normebis SesrulebasTan.

3 dazRveva. 7
4 arasamuSao dReebze gadasaxadi: 6
- Svebuleba;
- sadResaswaulo dReebi;
- avadmyofobis gamo gacdenil dReebze;
5 pensiebi. 3
6 kanoniT gansazRvruli gadasaxadi: 9
- socialuri uzrunvelyofa;
- umuSevrobis federaluri Semweoba.

41
Statistical Abstracts of the United States: 2004. Washington, D. C. GPO, 1991.419
42
iqve, 420

250
 - umuSevrobis Statis Semweoba;
- tramvatizmis gadasaxadi.

miuxedavad imisa, rom dazRvevis programebi arasavaldebuloa, isini sul

ufro met popularobas iZenen. sawarmoTa umravlesoba axdens sicocxlis,
janmrTelobis dazRvevas. agreTve iyenebs stomatologiuri momsaxurebis,
qronikuli daavadebebis miznobriv sadazRvevo programebs. is sadazRvevo
programebi, romlebic anazRaurdeba kompaniebis mier aris warmodgenili
nax. #33-Si

# dazRvevis saxeoba firmebis xvedriTi wili

maT saerTo raodenobaSi
(%-Si)
1 xangrZlivi umuSevroba; 45
2 hospitalizaciis, qirurgiuli
operaciis, qronikuli daavadebebis 90
mkurnalobis;
3 66
kbilebis mkurnaloba;
4 32
Tvalis daavadebebis mkurnaloba.

nax. #33 dazRvevis is saxeoba, romelsac ixdian kompaniebi43

umuSevroba es aris socialurad umwvavesi problema, amitom,
civilizebul qveynebSi mewarmeebi afinanseben umuSevrobis dazRvevis
specialur fonds, romlis saxsrebi gamoiyeneba TiToeul
ganTavisuflebul muSakze umuSevrobis Semweobis dasafinaseblad. yvela
mewarme valdebulia, am fondSi gadaricxos winaswar dadgenili Tanxa.
umuSevrobis Semweobis done damokidebulia muSakis wina wels miRebuli
xelfasis doneze, amasTan, Semweobis zoma da misi gacemis xangrZlivoba
diferencirebulia. rigi dargebis (saavtomobilos, metalurgiulis da sxva)
muSakebi am Semweobis garda Rebuloben damatebiT Semweobas kompaniis an
profkavSiris xarjze.

XII. 10 ojaxuri Semweobebi da SeRavaTebi.

`Tanamedrove etapze maRalmwarmoebluri kompaniebi Sromis

mwarmoeblurobis, socialuri statusis amaRlebis, kadrebis damagrebis
misi mdgradobis amaRlebis mizniT, nergaven ojaxuri daxmarebebis
programebs. magaliTad, kompania `jonson da jonsoni~ yvela TanamSromels
emsaxureba or sabavSvo centrSi, romlebic ganTavsebulia mis
teritoriaze, xolo Cvil bavSvze, dedas an mamas aZlevs erT wlamde

43
Statistical Abstracts of the United states. 2004.

251
Svebulebas. aseTi SeRavaTebi momgebiani, ara marto mSoblebisaTvis, aramed
biznesisaTvisac, radganac es xels uwyobs Sromis nayofierebis zrdas da
samuSao gacdenebis Semcirebas. iseTma kompaniebma, rogoric aris `ameriken
berkersi~ da `target storzi~ TavianT teritoriaze aages sabavSvo
skolebi TanamSromlebisaTvis. [273,p.42].
erT-erTi mniSvnelovani problema kompaniebSi dasaqmebuli
muSakebisaTvis aris asakovani mSoblebis movla. mTeli rigi kompaniebi am
mizniT, TanamSromlebisaTvis gascemen daxmarebebs, imisaTvis, rom maT
daiqiravon moxuci mSoblebis momvlelebi, kompaniebi am mizniT specialur
sainformacio biuroebsac ki qmnian. sainteresoa kompania `straid- rait~-is
gamocdileba, romelmac erT centrSi gaaerTiana moxucebi da bavSvebi.
Senobis erT nawilSi swavloben bavSvebi, meoreSi TavianTi saqmeebiT arian
dakavebulebi moxucebi. isini erTmaneTs xvdebian mxolod biblioTekaSi da
sasadiloSi. [207,pp.27-28].
avadmyofobis gamo, eqstremalur pirobebSi muSaobis Sedegad
damatebiTi anazRaureba Tanamedrove kompaniebis TanamSromlebTan
urTierTobis Cveuli forma gaxda. yvela kompania am sakiTxs wyvets
individualurad da SromiTi xelSekrulebaSi is winaswar ecnoba
TanamSromels.
sxva SeRavaTebs, romelsac Tanamedrove kompaniebi nergaven: saxlis
yidvis, turistuli mogzaurobis, sakonsultacio da iuridiuli
momsaxurebis, ganaTlebis, samsaxurebrivi avtotransportis gamoyenebis da
sxva mizniT sesxebis gacema, miekuTvneba im sxva SeRavaTebs, romelsac
Tanamedrove kompaniebi nergaven.
jandacvis programebis realizacia iZleva daavadebaTa profilaqtikis,
maTTan dakavSirebuli Sromis danakargebis minimumade Semcirebis
SesaZleblobas. amitomac aris, rom isini imyofebian Tanamedrove firmebis
yuradRebis centrSi. magaliTad, kompania `jonson da jonsoni~ axdens
programis _ `vicxovroT sicocxlisaTvis~ realizacias, romelSic
monawileobs misi 35 aTasi TanamSromeli. am programis yvela monawile
gadis specialur samedicino gamokvlevas, romlis safuZvelzec. xdeba maTi
janmrTelobis mdgomareobisa da `riskis zonebis~ dadgena. amis Sedegad,
isini Rebuloben individualur rekomendaciebs. garda amisa, TanamSromlebs
eTmobaT sportuli dawesebulebani da specialuri kvebis obieqtebi. amis
gamo, kompaniaSi mniSvnelovnad Semcirda avadmyofobis mizeziT gacdenebis
raodenoba, ramac mas erT TanamSromelze 378 dolaris odenobis ekonomia
misca. kompania `edisonma~ am mizniT aaSena 8 poliklinika, 2 gadaudebeli
daxmarebis sadguri da afTiaqi. amis gamo, is faqtobrivad akontrolebs
sakuTari TanamSromlebis samedicino xarjebs. [208,p.32].

XII. 11. cvlilebebi muSakebi SromiT statusSi

kadrebis SerCevis, momzadebisa da gadamzadebis mizniT, kompaniebi

axorcieleben did danaxarjebs. miuxedavad amisa, TanamedroveobaSi
cvlilebebisadmi adamianebis ltolva sakmaod didi, ris gamoc didia
kadrebis denadobac, rac seriozul problemebs uqmnis bizness. adamianebis
mier samuSaos datovebis sxvadasxva mizezi arsebobs. maT Soris ZiriTadi
mizezebi warmodgenilia nax. #34-ze.

252
# samuSaodan wasvlis mizezebi saxelmwifo
seqtorSi
dasaqmebulTa
xvedriTi wili %
1 meuRlis gadayvana 4.3
2 samuSaos tipis Secvlis survili 4.9
3 arasakmarisi xelfasi 4.9
4 ufro meti gamomuSavebis survili 5.9
5 sacxovrebeli adgilis Secvla 6.4
6 samuSaoTi daukmayofilebloba 8.2
7 karieristuli mosazrebani 10.7

nax. #34 samuSaodan wasvlis mizezebi [215,p.38].

imisaTvis, rom Tavidan aicilon zedmeti danaxarjebi, kompaniebi

cdiloben, ganTavisuflebuli muSakebi Secvalon im TanamSromlebiT,
romelTac gaaCniaT am sferoSi muSaobis gamocdileba. moraluri
atmosfero kompaniaSi umjobesdeba maSin, rodesac xdeba im TanamSromlebis
dawinaureba, romlebic icnoben am kompaniis Taviseburebebsa da warmoebis
specifikas. miRebuli Sedegebis mixedviT specialistis dawinaureba aris
potenciurad mcdari gadawyvetileba, radganac mas damatebiT unda gaaCndes
menejeris Tvisebebic. magaliTad, firmis is TanamSromeli, romelmac
miaRwia gayidvebis maRal maCveneblebs ar aris aucilebeli dawinaurdes
gasaRebis ganyofilebis gamgis Tanamdebobaze winaswari analizis gareSe,
radganac im SemTxvevaSi Tu is ver gaarTmevs Tavs mis winaSe dasmul
amocanebs, iwyeba adamianis demoralizaciis procesi, ris gamoc mcirdeba
misi Sromis mwarmoebluroba.
kompaniis mier muSakis swavlebaze daxarjuli energia, dro da fuli
dakargulia SemTxvevaSi, Tu es TanamSromeli Sekvecebis an samuSaos
Seusruleblobis motiviT ganTavisufldeba samuSaodan. kompaniebi qveynis
ekonomikuri koniuqturidan gamomdinare, amuSaveben struqturuli
gardaqmnis sakuTar strategias, romelic gulisxmobs krizisul periodSi
administraciuli danaxarjebis (mivlinebebis, miRebebis) Semcirebas,
xelfasis droebiT gayinvas, pensiaze vadamdeli gasvlis waxalisebas da
sxva. miuxedavad amisa, kompaniebi ekonomikuri pirobebis gauaresebis gamo,
iZulebuli xdebian wavidnen Sekvecebze. ase magaliTad, 1991 wels kompania
`jeneral motorzma~ daxura misi 25 qarxana CrdiloeT amerikaSi da
samuSaodan gaaTavisufla 74 aTasi muSa. [286,pp.56-58].
Tanamedrove pirobebSi samuSaodan usamarTlo daTxovna ganviTarebuli
qveynebis kompaniebSi xSirad xdeba sasamarTlo ganxilvisa Tu davis sagani.
am mizeziT, kompaniebi nergaven muSakebis `sargeblianobis Sefasebis~
sistemas, romlis Sesabamisad, muSakebi fasdeba winaswar dadgenili
kriteriumebiT. am gziT dagrovili qulebis mixedviT, Sekvecas
eqvemdebarebikan is muSakebi, romlebmac miiRes minimaluri Sefaseba.
Sekvecebis SemTxvevaSi muSakis mtkivneuli reaqciis SesaZleblobis
mizniT, Tanamedrove kompaniebi qmnian e.w. dasaqmebis biuroebs, romlebic
eZeben Sekvecili muSakebisaTvis samuSaos sxva kompaniebSi. ase magaliTad,
kompania `makdonel duglasma~ xuTi aTasi TanamSromlis iZulebiT Sekvecis
periodSi Seqmna yofili TanamSromlebis daxmarebis centri, sadac isini
Rebulobdnen axal samuSao adgilebTan dakavSirebul yvela aucilebel

253
konsultacias. garda amisa, moawyo da daafinansa yofili TanamSromlis
reklama radioTi. [185,p.140].
miuxedavad amisa, samuSaodan ganTavisufldeba mtkivneulad aisaxeba,
pirovnebis, rogorc materialur, aseve moralur mdgomareobaze da
darCenili TanamSromlebis Sromis nayofierebaze.
kompaniebis nawili atarebs Sekvecebis gareSe muSaobis politikas. ase
magaliTad, ekonomikuri krizisis SemTxvevaSi kompania `honda~ anelebs
nakaduri xazis siCqares, riTac amcirebs droSi produqciis gamoSvebas,
muSebis nawilis gadajgufeba xdeba ufro dabalanazRaurebad samuSaoze.
aseTi politika SeiZleba dadebiTad Sefasdes, radganac muSebi ufro
loialurebi xdebian kompaniisadmi, amiT iqmneba Sromis nayofierebis
realuri amaRlebis stimulebi. kompania `linkoln eleqtrikis~ mier
garantirebuli dasaqmebis politikis Sedegad, ekonomikuri daRmavlobis
periodSi muSebi nebayoflobiT, Sromis anazRaurebis gareSe Rebuloben
monawileobas firmis produqciis realizaciaSi. [146,p.47].
miuxedavad am zomebisa, kompaniidan daTxovili muSakebis didi nawili
mainc mimarTavs sasamarTloebs. msoflios ganviTarebuli qveynebis
masStabebiT dafiqsirebulia ganTavisuflebis proceduris darRvevis
uamravi saqme, sadac muSebi iyenebdnen sasamarTlo ganxilvebs.
specialistebis mtkicebiT yofili muSakebis 86% sasamarTlo ganxilvis
SemTxvevaSi aqvs Sansi moigos aseTi saqme. [151,p.7]. amiT iyo motivirebuli
is, rom firmebis nawili Tavis muSakebTan Tavisufali kontraqtis mixedviT
debs xelSekrulebas, romlis Sesabamisad, aRiarebulia kompaniis ufleba
gaanTavisuflos muSaki nebismier dros.44

XII. 12. sapensio programebi

pensiis wyaro aris is specialuri gadasaxadebi, romlebic

momuSaveTa xelfasidan gadairicxeba socialuri dazRvevis erTian fondSi.
ukanasknel wlebSi msoflioSi dainerga kompaniebis mier, kerZo
sapensio fondebSi dafinansebis programebi, romlebic uzrunvelyofs
muSakebs damatebiTi sapensio TanxebiT. kerZo sapensio programebiT
dafinansebul pensionerTa xvedriTi wili izrdeba. am sapensio programebSi
Tanxebis gadaricxva xdeba firmis mimdinare mogebidan an am mizniT iqmneba
specialuri dafinansebis fondi. rogorc wesi, kerZo sapensio fondSi
kompania ricxavs sakuTar saxsrebs (xelfasidan anaricxebis 50 procents).
miuxedavad imisa, rom kanoni ar valdebulebs kompaniebs Seqmnan aseTi
fondebi, firmebi maT qmnian kadrebis mozidvisa da damagrebis mizniT.
am tipis sapensio gadasaxadebis uaryofiTi Tviseba mdgomareobs imaSi,
rom isini SeiZleba aRmoCndnen riskis qveS im SemTxvevaSi, Tu firma
gakotrda an daixura. amis Tavidan asacileblad, msoflio praqtika
iTvaliswinebs kerZo sapensio fondebis dazRvevas.
arastabiluri ekonomikuri klimatis pirobebSi, kompaniebi avlenen ufro
met Semoqmedebas sapensio Semweobis, daxmarebis sxva formebiT
uzrunvelyofis procesSi. zogierT pensioners fulis nacvlad sTavazoben
aqciebs an obligaciebs. ase magaliTad, kompania `iunaiT sTeiTs stilma~
1984 wels Tavisi sapensio davalianeba dafara saxelobiTi aqciebiT, riTac

44
Joann S. Lublin. Firing Line. Lagal challenges Forse Firms to Revamp Ways The Dismiss Workers//The Wall Street
Joural. 1983. 13 September

254
333 mln dolaris odenobiT naRdi fulis ekonomia miiRo. am
gadawyvetilebis safuZvelze, myardeba pirdapiri UurTierTkavSiri
kompaniis warmatebasa da sapensio programas Soris. [116,p.81].
dedamiwis mosaxleoba Cqara berdeba. biznesis sferosaTvis
mosaxleobis Cqari daberebis procesi qmnis or problemas: pirveli
mdgomareobs imaSi, rom adamianebis umetresobas sapensio asakSi aqvs
survili da SesaZlebloba, imuSaos; meore ki imaSi, rom adamianebs,
romlebmac miaRwies sapensio asaks, unda gaTavisebuli hqondeT masze
gasvlis aucilebloba, radgan biznesi moiTxovs axalgazrdul energiasa
da enTuziazms.
msoflios mosaxleoba sworad aRiqvams Sromis saqmianobis asakobrivi
zRvaris ideas. kompaniebis didi nawili axorcielebs pensiaze aucilebeli
gasvlis politikas, romlis Sesabamisad adamiani wyvets muSaobas sapensio
asakSi. aSS-is kongresis mier 1967 wels miRebuli aqvT `kanoni asakobrivi
diskiminaciis Sesaxeb~, romelic krZalavs yvela 40-dan 65 wlamde asakis
muSakis SromiT diskriminacias. miuxedavad amisa, kompaniebi am asakSi
muSakebs iZulebiT aTavisufleben, raTa isini Secvalon ufro axalgazrda
da mcire anazRaurebis mqone personaliT, rac bunebrivia, Seesabameba maT
interesebs. aSS-s kongresis 1986 wels `asakobrivi diskriminaciis Sesaxeb~
miRebul kanonSi Sesworebis Sesabamisad, kompaniebs ekrZalebaT muSis
iZulebiT gaSveba pensiaze, aseve asakobriv barierTan dakavSirebiT
damatebiTi xelfasis an sxva SeRavaTebis Sekveca. [242,pp.41-43].
amis gamo, kompaniebi sapensio droze adre gasvlis SemTxvevaSi,
muSakebs sTavazoben fulad waxalisebas. aseT meTods gaaCnia
upiratesobebi: upirvels yovlisa is ar moqmedebs uaryofiTad muSakebis
moralur mdgomareobaze, meore, is astimulirebs axalgazrdebs, raTa maT
daikavon wamyvani Tanamdebobebi.
amis gamo amerikis muSebis didi nawili droze adre gadis pensiaze.
mecnierebma gamokvlevebiT dasturdeba, rom aSS-s muSebis 65 procenti 65
wlamde gadis pensiaze. [261,p.47]. es motivirebulia imiTac, rom am asakSi,
adamians jer kidev gaaCnia resursi, miuZRvnas cxovrebis darCenili wlebi
saintereso saqmes an damoukideblad wamoiwyos biznesi, rasac moklebulia
qarTveli pensionerebis umetesoba pensiisa da danazogebis simciris gamo.

mimoxilviTi SekiTxvebi:

1. ras moicavs Sromis resursebis marTvis procesi?

2. rogoria Sromis resursebSi moTxovnis dagegmvis etapebi?
3. rogoria SromiTi resursebis prognozirebis etapebi?
4. ra gansxvavebaa sakvalifikacio moTxovnasa da Tanamdebobriv
instruqcias Soris?
5. ra saxeobis testebi gamoiyeneba kompaniebis mier samuSaoze
miRebis procesSi?
6. rogor xdeba sapensio fondis formireba?
7. ra maCvenebliT xdeba kompaniebSi muSakebis saqmianobis Sefaseba?
8. riT gansxvavdeba erTmaneTisagan xelfasi da anazRaureba?
9. raSi mdgomareobs mogebaSi monawileobis programis Sinaarsi?
10. ra damatebiT gadasaxadebsa da momsaxurebas ewevian kompaniebi?

255
 TemaSi ganxilul sakiTxTa mokle ganmeoreba :

1. dagvisaxeleT kadrebis ganyofilebis ZiriTadi funqciebi?

es funqciebia: samuSao ZalaSi moTxovnis dagegmva; axali kadrebis
SerCeva; momuSaveTa swavleba da kvalifikaciis amaRleba; momuSaveTa
Sromis Sefaseba; momuSaveTa Sromis anazRaureba; momuSaveTa statusis
cvla.
2. CamogviTvaleT momuSaveebis samuSaoze ayvanis etapebi?
es etapebia: samuSaos pretendentebis Zieba; maTgan standartuli
anketebisa da cnobebis miReba; pretendentebTan gasaubrebis Catareba;
maTi testireba; kandidatebis Sefaseba; misaRebi kandidatebis dadgena.
3. dagvisaxeleT momuSaveTa momzadebis programebi?
aseTi programebia _ orinetacia, profesiuli swavleba da
elementaruli momzadeba da sxva.
4. rogor xdeba muSakis waxaliseba?
waxaliseba xdeba an pirdapiri materialuri stimulirebis gziT an
damatebiTi momsaxurebiT.
5. dagvisaxeleT momuSaveTa statusis amaRlebis formebi kompaniaSi?
momuSaveTa statusis cvla SeiZleba moxdes: misi Tanamdebobrivi
zrdis, sxva samuSaoze gadayvanis, daqveiTebis, ganTavisuflebis, pensiaze
gaSvebis Sedegad.
6. ra mizeziT SeiZleba dakargos adamianma samuSao?
samuSaos dakargva SeiZleba moxdes ganTavisuflebis an Statebis
Semcirebis Sedegad. Statebis Semcireba SeiZleba moxdes sawarmoos
rekonstruqciis; xelmZRvanelobis gamocvlis; an qveynis da Sesabamisad
kompaniis ekonomikuri dacemis Sedegad. ganTavisufleba aris dabali
profesiuli donis gamo muSakis samuSaodan daTxovnis procesi.
7. dagvixasiaTeT SromiTi Semosavlis formebi?
SromiTi Semosavlis ZiriTadi forma aris xelfasi. xelfasi SeiZleba
iyos ZiriTadi da droiTi; sanardo da droebiTi garda amisa am
Semosavlebs miekuTvneba kompaniis sxva waxalisebebi.

256
 Tavi XIII
adamianuri urTierTobani biznesSi

vidre mecniereba ar moipovebs

aucilebel gamarjvebas, gvixdeba arCevani
gavakeToT siRatakis Tanabar da
simdidiris uTanasworo ganawilebas
Soris.
j. m. keinsi

kapitalis mTavari mizani rac

SeiZleba bevri fulis Sovna ki araa,
aramed imis miRweva, rom fulma
gamoiwvios cxovrebis gaumjobeseba.

h. fordi.

oqro ki ar unda vuanderZoT bavSvebs,

aramed udidesi namusianoba.

platoni

am TavSi Tqven gaecnobiT

1. adamianuri urTierTo- 2. motivaciis klasikur 3. motivaciis teqnikas;

bebis safuZvlebs Teorias; gotornis muSakze orientirebul
biznesSi; motivaciur efeqtebs; maslous xerxebs; samuSaoze
procesebs; motivaciis moTxovnilebaTa orientirebul xerxebs.
pirobebs; lodinis iererqias;
Teorias; X,Y,Z Teoriebs. telekominikaciebsa da
saSianao ofisebs.

257
 XIII. 1. adamianuri urTierTobani organizaciaSi

korporacia Sedgeba adamianebisagan, arsebobs uamravi Teoria, romelic

xsnis adamianis qcevis motivebs korporaciul saqmianobaSi. warmodgena imis
Sesaxeb Tu ra aiZulebs adamianebs imoqmedon erToblivad korporaciul
interesTa Sesabamisad, SesaZlebelia mxolod maTi moqmedebis motivaciis
axsnis gziT. motivaciis procesis axsna TanamedroveobaSi asaxulia
moTxovnisa da samarTlianobis TeoriebSi.
motivaciis axsnaSi mniSvnelovani adgili uWiravs maslous ierarqiaSi
Camoyalibebul ideebs, romlebsac Semdgom paragrafebSi SevexebiT (ix: ).
amasTan, misi Tanamedrove gageba Camoayaliba klei oldrferam Tavis ,,ERG’’
- TeoriaSi. es gaxlavT Semdegi sityvebis abraviatura: ,,Existence’’- arseboba;
,,Relatedness’’ - urTierToba; ,,Growth’’ zrda. olderferas idea mdgomareobs
imaSi, rom calkeul situaciaSi adamianebs marTavs samive motivi.
olderfera amtkicebda, rom, radganac adamianebze erTdroulad sxvadasxva
motivi moqmedeb,s Zneli xdeba imis gageba, adamianebs samuSao adgilebze,
ra xdeba maTi Sromis ZiriTadi motivatori.
olderferam daamtkica, rom ZiriTadi aq aris moTxovna da
samarTlianoba. samarTlianobis Teoriis Tanaxmad, adamiani aris
sazogadoebrivi arseba, romelic yovelTvis (maT Soris samuSao adgilze)
eZebs kontaqts sxva adamianebTan, stimulirebas. warmoebis reorganizaciis
nebismieri programa Tavdeba uSedegod im SemTxvevaSi, Tu TanamSromeli
grZnobs mis mimarT Cadenil usamarTlobas. aRniSnulidan gamomdinare,
menejerebisaTvis mTavari aris ara mxolod TanamSromelTa motivebi da
moTxovnebi, aramed, samarTlianobis principebis dacva.
samarTlianobasTan erTad, organizaciaSi mniSvnelovania ukomfliqto
situaciis Seqmna. ukomfliqto organizaciuli atmosfero misi warmatebis
sawindaria. amasTan, cnobilia rom yvela organizaciaSi arsebobs Sinagani
da garegani konfliqtebis safrTxe (mimwodeblebTan, momxmareblebTan
aqcionerebTan). imdenad, ramdenadac konfliqtebs SeiZleba gaaCndes,
rogorc aRmSeneblobiTi aseve damangreveli xasiaTi, mniSvnelovania
CavwvdeT maT bunebas da gadaWris gzebs. nax. #34_Si warmodgenilia
konfliqtebis organzomilebiani diagrama, romelic Sedgeba
TanamSromlobisa da agresiulobis elementebisagan da mocemulia
konfliqtebis gadaWris xuTi Sesabamisi stili.

Zlieri
qiSpoba TanamSromloba

agresiuloba
kompromisi

arakomfliqturoba daTmoba

susti

susti TanamSromloba Zlieri

258
 nax #34 organzomilebiani modeli: konfliqtebis gadaWris
SesaZleblobani. [243, p.145].
samarTlianoba da ukomfliqto situacia aris organizaciaSi
normaluri moralur-fsiqologiuri klimatis, adamianuri uflebebis
dafuZnebis sawindari. Tumca es sakiTxi gacilebiT rTulia da moiTxovs
ufro rTul gaazrebas. mniSvnelovania, rom gavigoT isic, Tu ra imaleba
korporaciaSi adamianuri urTierTobebis, cnebebis qveS.
adamianuri urTierTobebis, rogorc terminis qveS igulisxmeba is
urTierTkavSiri, romelsac amyareben adamianebi biznesis warmoebis
procesSi. biznesmenTa umravlesobas SesaniSnavad esmis Tu raoden
mniSvnelovania samarTliani, adamianuri urTierTobani biznesSi. ase
magaliTad, telekompania `ai-bi-em~-Si direqtorTa sabWos Tavmjdomare
piradad ixilavs kompaniis yvela TanamSromlis saCivarsa Tu gancxadebas.
[123,p.85]. aseTi atmosfero dadebiTad moqmedebs adamianur urTi-erTobebze.
garda moraluri kmayofilebisa, romelsac menejerebi TavianT xe-
lqveiTebTan samarTliani damokidebulebis gamo Rebuloben, aseTi
urTierTobani pozitiurad moqmedeben Sromis nayofierebis amaRlebaze.
rogor SeuZlia menejers, Seqmnas normaluri adamianuri urTierTobebis
atmosfero. aq umniSvnelovanesia sami ram: xelmZRvanelobis, urTierTobis
da motivaciis unari.
xelmZRvaneloba es aris menejerebis unari, moaxdinos adamianebis
mobilizeba saerTo miznis miRwevis procesSi. xelmZRvanelobis tipi
gansazRvrulia mimdinare momentis moTxovnebiT, lideris piradi
TvisebebiT, da organizaciis kulturiT. menejeri, romelic Sromobs Tavis
koleqtivTan erTad, aRwevs ufro met warmatebas vidre bosi, romelic
xelmZRvanelobs direqtivebiT. menejerebma unda ganasxvavon erTmaneTisgan
xelmZRvanelobis stili, rodesac Zalauflebis gamoyenebiT SeiZleba
vaiZuloT muSaki, Seasrulos samuSao an davarwmunoT is, Seasrulos
dakisrebuli movaleobani. namdvili menejeri, romelsac SeuZlia daexmaros
adamianebs, gamoavlinon maTi potenciuri SesaZleblobani, ufro swrafad
aRwevs Tavis mizans, zrdis Sromanayofierebas da firmis mogebas.
organizaciaSi kargi adamianuri urTierTobebis meore Semadgeneli
nawili aris urTierTobis unari. erTmaneTTan azrebis gacvlis, miwer-
moweris procesSi dabali donis menejerebi ara marto erTmaneTSi cvlian
mniSvnelovan informacias, aramed, amyareben pirad kavSirebs. amiT isini
qmnian urTierTobaTa sqemebs. efeqtiani saqmiani urTierToba unda iyos
Tavisufali da pirdapiri, Sors idges ambiciebisa da orpirobisagan.
amasTan erTad, xasiaTdebodes TavazianobiT, axdendes urTie-rTpativiscemis
demonstrirebas, rac mniSvnelovnad uwyobs xels Ria da efeqturi
komunikaciuri urTierTobis damyarebas. mecnierTa gamokvlevebiT, is
adamianebi, romlebic kmayofilni arian xelmZRvanelobasTan urTierTobiT,
dadebiTad afaseben maT mier SerCeul samuSaos. [226, p.22].
kargi adamianuri urTierTobebis mesame faqtori aris motivacia, anu im
stimulebis dadgena, romlebic gansazRvravs adamianTa maRali Sromis
Sedegebs. motivacias xSirad gansazRvraven, rogorc unars, ganawyo adamiani
ise, rom man gaakeTos is rac surs, magram es ar aris motivaciis
srulyofili gageba. xelmZRvanelobis an samuSaos dakargvis SiSi SeiZleba
iyos adamianebis moqmedebis motivi, magram is ar warmoadgens Sedegis
momcem gzas. gacilebiT efeqturia, gaaZliero muSakebSi damoukidebeli
azrovnebis, moqmedebis, SemoqmedebiTi midgomis grZnoba. menejers unda

259
 SeeZlos, daafasos im adamianebis Sroma, romlebic kargad muSaoben, es
Sromis motivi gaxados miznad. is motivaciuri saSualebebi, romlebic
axdenen muSakis warmarTvisa da damoukidebeli qcevis aqtivizacias,
gacilebiT Sedeginia, vidre is saSualebebi, romlebic igeba iZulebisa da
SiSis faqtorebze. sxva sityvebiT rom vTqvaT, gamocdili da mcodnea is
xelmZRvaneli, romelsac Seswevs unari, gauwios angariSi muSakebis
individualur moTxovnebs, daarwmunos isini Sromis swori motivaciis
SedegebSi.
motivaciasTan mWidro kavSirSia iseTi cneba, rogoric aris muSakebis
moraluri suli, romelSic mJRavndeba adamianis damokidebuleba
organizaciisa da samuSaosadmi. is, Tu rogor grZnobs adamiani Tavs
samuSaoze, moqmedebs mis moralur mdgomareobaze. warsul wlebSi
menejerebs miaCndaT, rom Sromis nayofiereba damokidebulia samuSao
procesis obieqtur pirobebze ; iseTebze, rogoric aris: resursebi,
kompetenturi TanamSromlebi, efeqtiani organizaciuli struqtura, mkafio
miznebi da sxva. DdRes ukve mmarTvelebisaTvis naTelia, rom iseTi
subieqturi pirobebi, rogoricaa: samarTlianoba, damsaxurebis aRiareba,
koleqtivis saerTo biznesSi gansazRvruli adgili arsebiT zegavlenas
axdens organizaciis saqmianobaze.

mTlianobaSi motivaciuri procesi SeiZleba sqematurad warmogvidgens

Semdegi saxiT (ix. nax #35).
dakmayofilebis piroba 1

qcevis xazi 1:
samuSaos gagrZeleba saxlSi moTxovnileba 1: menejeris
Tanamdebobaze daniSvna

moTxovnileba:
pativiscema motivaciis faqtorebi:
dakmayofilebis piroba 2
1. pasuxismgebloba
2. damsaxurebis aRiareba

qcevis xazi 2: krebebze moTxovnileba 2: firmaSi

gamosvla daniSvnis gancxadeba

nax #35. motivaciis procesi

is principebi, romlebic xels uwyoben organizaciaSi muSakTa Sromis

motivaciis da nayofierebis amaRlebas Semdegi saxiT warmogvidgeba:
_ samarTlianoba. organizaciaSi `klimati~ aris proteqtonizmis da
politikanobisagan Tavisufali. yvela safexurebrivi aRmasvla efuZneba
mxolod damsaxurebebs.

260
 _ gansazRvruloba. organizaciis, calkeuli jgufebis da individebis
miznebi aris mkafiod formalizebuli.
_ damsaxurebis aRiareba. muSakebi darwmunebulni arian, rom isini
Rirebulni arian organizaciisaTvis.
_ ukukavSiri. muSakebi grZnoben, rom xelmZRvanelobisaTvis yura-
dsaRebia maTi moTxovnebi da problemebi.
_ miznobrioba. muSakebs esmiT, rom maT SeaqvT TavianTi wvlili
organizaciis ganviTarebaSi. [141, p.145]
is muSaki, romelic imyofeba dadebiT moralur mdgomareobaSi, aris
loialuri, iCens enTuziazms. imisaTvis, rom gaverkveT motivaciis procesis
SinaarsSi da im problemebSi, romlebic Tan axlavs am process, upriania,
zogadad gavecnoT motivaciis Teoriebs

XIII. 2. motivaciis Teoriebi

XIX saukuneSi Sromis barbarosuli pirobebis miuxedavad,

damqiraveblebi iSviaTad awydebodnen muSakebis mxridan motivaciis
problemas. siRaribe da umuSevroba imdenad maRali iyo, rom adamianebi
Tanxmdebodnen nebismier samuSaoze.
erT-erTi pirveli, vinc XIX saukuneSi, Tanamedrove biznesis iseTi
Semadgeneli komponenti gamoiyena, rogoric aris waxalisebis sistema, iyo
Sotlandieli mewarme robert oueni. ouens miaCnda, rom warmoebaSi
arsebobs `Cveulebrivi manqanebi~ da `cocxali manqanebi~. rogorc erTs,
iseve meores Wirdeba movla-patronoba, rac `cocxali manqanebis~
SemTxvevaSi miiRweva stimulirebis gziT. ouenis ideebi mxolod asi wlis
Semdeg gaxda biznesisaTvis progresuli.

a) motivaciis klasikuri Teoria

motivaciis klasikuri Teoriis Sinaarsi daiyvaneba imaze, rom fuli

aris SromiTi aqtivobis erTaderTi stimuli. am Teoriis Sesabamisad,
adamianebi arian `ekonomikuri arsebani~, romlebic Sromoben imisaTvis, rom
gadaixadon saWmlis, Cacmis da Tundac fufunebis fasi. aqedan gamomdinare,
Sromis motivaciisaTvis sakmarisia, rom menejerma astimuliros muSakebi
fuladi waxalisebiT. motivaciis klasikuri Teoriis yvelaze aqtiuri
mimdevari iyo frederik teilori (1856-1915), romelic ekonomikur istoriaSi
Sevida, rogorc mecnieruli marTvis mamamTavari. rogorc Sromis
danawilebis aqtiuri mimdevari, teilori yofda samuSaos mcire
operaciebad, romlebic erTdroulad ufro efeqtiani da advilad sazomi
iyo. amis Semdeg teilorma daawesa samuSaos Sesrulebis normebi da
anazRaureba. aseTi sanardo xelfasis pirobebSi, muSebi, romlebic
asruleben winaswar cnobil normas, Rebuloben Sesabamis Tanxas xelfasis
saxiT, xolo Tu Sromis nayofiereba izrdeboda dadgenili normis zemoT,
anazRaureba swarmoebda sanardo progresuli xelfasiT. aseTi sistema
qmnida Zlier stimuls Sromis nayofierebis amaRlebisaTvis.
1900 wels teiloris sistemas daerqva `mecnieruli marTva~ da is
dainerga `Bethlehem Steel Works~ kompaniis yvela qarxanaSi, ris Sedegadac
metalurgebis saSualo xelfasi gaizarda 1,15 dan 1,85 dolaramde dReSi.
motivaciis klasikuri Teoria kargad muSaobda XX saukunis dasawyisSi
im mizeziT, rom muSebis udidesi nawili imyofeboda siRaribis zRvars

261
miRma, magram is, Sromis motivis Tanamedrove gagebiT, ver xsnis imas, Tu
ratom midis maRalanazRaurebadi iuristi, SedarebiT dabalanazRaurebad
samTavrobo struqturebSi samuSaod. rogorc Cans, fuli aris Sromis
ZiriTadi stimuli da ara motivi. am Teoriis nakli imaSi mdgomareobs, rom
masSi adamiani aris warmodgenili, rogorc meqanizmi, romelsac mudmivad
esaWiroeba momarTva.

b) gotornis efeqti

1927 da 1932 wlebSi mecnierebi atarebdnen gamokvlevas Sromis

motivaciis problemis irgvliv qarxana `vestern eleqtrik gotornSi~.
gamokvlevis mizani iyo, daedginaT is urTierTkavSiri, romelic arsebobs
Sromis pirobebs (ganaTlebas, xelfasis gacemis sqemas, cvlebis
xangrZlivobas, haeris tenianobas), xelfasis donesa da Sromis
nayofierebas Soris. mecnierebma aRmoaCines, rom am pirobebis cvla iwvevs
mosalodnelisagan gansxvavebul efeqts. adamianebi axdenen `fizikuri
garemos~ srul ignorirebas da agrZeleben saqmianobas imave ritmSi, rac
Cveulebriv pirobebSia.45
mecnierebi am monacemebma aSkarad daabnia, radganac ar Canda is Zala,
romelic aiZulebda muSebs, gaegrZelebinaT TavianTi Sroma imave ritmSi.
Semdgomma gamokvlevebma cxadyo, rom aseTi motivaciuri Zala
namdvilad arsebobs socialuri gavlenis saxiT. muSebis mier dadgenili
iyo qcevis sakuTari socialuri normebi da qcevis standartebi, romelic
gansazRvravda gamomuSavebis siswores. isini vinc aWarbebdnen am normebs da
vinc ver asrulebda maT, erTnairad uaryofiTad aRiqmeboda muSebis mier.
aseTi wnexi efeqturi aRmoCnda, radganac muSebs ufro awuxebdaT maTi
megobrebis Sefasebebi, vidre xelfasze danamati.
gotornis sawarmoebSi Catarebulma gamokvlevam cxadyo, rom
araformalur organizaciul struqturas gaaCnia muSakebisaTvis igive
motivacia, rogoric formalurs. mowyobilobisa da Sromis meTodebis
ucvlelobis miuxedavad, gamokvlevis periodSi, Sromis nayofiereba
gaizarda 30 procentiT. am fenomenma, romelic cnobilia, rogorc
gotornis efeqti, menejerebs misca Semdegi daskvnis gakeTebis
SesaZlebloba: TviTon is faqti, rom viRaca axdens Sromis Sedegebis
gakontroleba,s iwvevs Sromis nayofierebis zrdas, xolo muSakebis Sromis
samarTliani Sefaseba, maTdami yuradRebis gamoCena aris Sromis
mwarmoeblurobis erT-erTi ZiriTadi piroba.

g) maslous moTxovnilebaTa ierarqia

1943 wels cnobilma fsiqologma, abraham masloum gamoTqva mosazreba,

rom adamianebis qceva ganisazRvreba moTxovnaTa farTo speqtriT. man es
moTxovnebi gamoyo xuT ZiriTad jgufad (ix.nax # ).

45
Elton Mayo, Hawthorne and the Western Electric Company // Classic in Management. Ed. Harwood F. Merril. N.Y.
American Management Asssociation, 1999.

262
 moTxovnilebebi

aRiarebis TviTgamoxatvis socialuri usafrTxoebis fiziologiuri

moTxovnileba moTxovnileba moTxovnileba moTxovnileba moTxovnileba

(5) (4) (3) (2) (1)

nax # maslous moTxovnilebaTa ierarqia

masloum moTxovnilebebi ganalaga garkveuli ierarqiiT, romlis

yvelaze dabal doneze iyo elementaluri fiziologiuri moTxovnilebebi
(sakvebi, sacxovrebeli da a.S.), xolo yvelaze maRal safexurze_
individualuri moTxovnebi ( aRiareba, TviTgamoxatva). maslous mixedviT
`adamiani aris cxoveli, romelic mudmivad raRacisaken iswrafvis~,46
rodesac dabali safexuris moTxovnilebebi dakmayofilebulia, is
cdilobs daikmayofilos ufro maRali safexuris moTxovnilebebi.
yvelaferi is, rac aucilebelia sicocxlisaTvis _ sakvebi, tanisamosi,
sacxovrebeli da sxva, erTiandeba fiziologiur moTxovnebSi. mas Semdeg,
rac adamiani iZens yvelafers, rac aucilebelia misi sicocxlisaTvis, is
cdilobs, SeinarCunos miRweuli done, ris gamoc mas uCndeba usafrTxoebis
moTxovna, rac miiRweva maRali xelfasis pirobebSi da romelic iZleva
danazogebis garantias.
usafrTxoebis moTxovnilebebSi mJRavndeba adamianis kidev erTi Tviseba
_ iqonios mudmivi kavSiri sxva individebTan. gotornis gamokvlevebiT
dasturdeba, rom aseT socialur moTxovnilebebs individisaTvis
gacilebiT meti mniSvneloba aqvs, vidre xelfasis zrdas.
adamianebs gaaCniaT agreTve aRiarebis moTxovnileba, anu maT WirdebaT
TavianTi pirovnuli warmoCena sazogadoebaSi, rasac mohyveba
sazogadoebrivi pativiscema. yvela es moTxovnileba emyareba iseT cnebas,
rogoric aris statusi, rac niSnavs adamianis adgils sazogadoebaSi. aseTi
moTxovnilebebis dakmayofileba Sromis nayofierebis zrdisaTvis
mniSvnelovani faqtoria.
masloum ganmarta, rom TviTgamoxatva es aris `adamianis survili,
gaxdes imaze meti, rasac is warmoadgens~. es aris moTxovnilebaTa yvelaze
maRali safexuri. adamianebi, romlebic aRweven am safexurs, muSaoben ara
imitom, rom moipovon mxolod fuli, aramed, rom dakmayofildnen Sromis
procesiT.
maslous ierarqia es aris adamianebis moTxovnilebaTa asaxvis zogadi
sqema, magram es imas ar niSnavs, rom adamianebma am sqemis mixedviT unda
daikmayofilon TavianTi moTxovnilebebi.

motivatorebis Teoria da higienuri pirobebi

46
Abraham H. Maslow. A. theory of Human Motivations // Psychological Review 1943. July. 370.

263
 1960 wels frederik xercbergma da misma TanamSromlebma Caatares
adamianuri moTxovnilebebis sakuTari kvleva. maT gaanalizes muSebis
saqmianobis is speqtrebi, romlebic an akmayofilebdnen, an ar
akmayofilebdnen maT. eqsperimentis Sedegad dadginda, rom arsebobs ori
absoluturad gansxvavebuli jgufis faqtorebi, romlebic akmayofilebdnen
an ar akmayofilebdnen muSakebs samuSaoTi (ix. nax #36).

motivatorebi:

aRiareba,
sruli dakmayofileba
pasuxismgebloba,

samsaxurebrivi
winsvla,
miRwevebi

higienuri faqtorebi:
Sromis pirobebi. sruli daukmayofilebloba
xelfasi da
socialuri
uzrunvelyofa,
xelmZRvanelebi,
piradi urTierTobani

nax #36 xercbergis ori faqtoris Teoria.

samuSaos im aspeqts, romelsac xercbergi higienur faqtorebs uwodebs

pirdapiri kavSiri gaaCnia daukmayofileblobis grZnobasTan. Sromis
pirobebi, firmis politika, usafrTxoebis teqnika aris samuSaoTi
daukmayofileblobis potenciuri piroba im SemTxvevaSi, Tu isini Sors
dganan srulyofilebisagan. am pirobebSi rTulia xelmZRvanelobis mxridan
Sromis maRali motivaciis dadgena. meores mxriv, Sromis nayofierebis
amaRlebisaTvis, SeiZleba, gamoyenebuli iqnas faqtorebi, romelTac
ewodeba motivatorebi. esenia: aRiareba, Tanamdebobrivi zrda, personaluri
pasuxismgeblobis amaRlebis sxva faqtorebi.
xercbergis Teoria aris maslous Teoriis bunebrivi gagrZeleba.
motivatorebi koncentrilebulia maslous Teoriis zeda doneze, maSin
rodesac xercbergis higienuri faqtorebi moTxovnilebaTa ierarqiis qveda
doneebze imyofeba.
ras unda mieqces yuradReba warmoebis procesSi, motivatorebs Tu
higienur pirobebs? es damokidebulia garemoebebze. kvalificirebuli,
maRalanazRaurebadi, saSualo klasis muSakebis stimulireba SesaZlebelia

264
motivatorebiT, maSin, rodesac axalgazrdebi, dabali kvalifikaciis
muSakebi SedarebiT mcire anazRaurebiT, moiTxoven pirvel etapze higienuri
pirobebis gaumjobesebas, raTa Sromis procesis Semdgom safexurebze
motivatorebi gaxdes efeqtiani.

d) lodinis Teoria

lodinis Teoria, romlis zegavlena bolo wlebSi izrdeba

SemuSavebulia devid nadleris da edvard lauleris 47 mier. am Teoriis
Sesabamisad, Sromis raodenoba, romelic ixarjeba garkveuli amocanis
Sesasruleblad, damokidebulia mosalodnel anazRaurebaze. muSebi
iTvaliswineben iseT faqtorebs, rogoricaa:
1) amocanis Sesrulebis SesaZlebloba;
2) fuladi jildo Sesrulebul samuSaoze;
3) fulad jildosa da daxarjul Sromas Soris Sesabamisoba.
am Teoriis arsi mdgomareobs imaSi, rom is ganixilavs Sromis
motivaciaSi arsebul sxvaobebs. Sromis motivaciis TvalsazrisiT, yvela
muSa individualurad ixilavs amocanis Sesrulebis sirTules, mis
`Rirebulebas~ da maT Soris arsebul urTierTkavSirs.
am Teoriis avtorebi miiCneven, rom menejerebs SeuZliaT, miaRwion
TavianTi TanamSromlebis Sromis nayofierebis amaRlebas:
1) im fuladi jildos moculobis daageniT, romelic daakmayofilebs
TiToeul muSaks;
2) Sromis nayofierebis sasurveli donis dadgeniT;
3) am donis realuri masStabebis gansazRvriT;
4) fuladi jildos sakmarisi odenobis uzrunvelyofiT.
uolter niusomma48 es Teoria masSi rva faqtoris cnebis SeyvaniT
ganaviTara. es faqtorebia:
 SesaZlebloba. ramdenad SeuZlia individs samuSaos Sesruleba.
 darwmunebuloba. darwmunebulia Tu ara individi samuSaos
xarisxian SesrulebaSi;
 sirTule. ramdenad rTulia misTvis am samuSaos Sesruleba
 kriteriumebi. esmis Tu ara mas sxvaoba kargad da cudad
Sesrulebul samuSaos Soris;
 ndoba. endoba Tu ara is menejers mis mier dadebuli pirobebis
SesrulebaSi;
 Sesatyvisoba. miaCnia Tu ara is, rom miiRebs Sesabamisad cud da
karg fulad anazRaurebas Sesrulebul samuSaoeze;
 kompenasacia. Seesabameba Tu ara fuladi jildo kargad
Sesrulebul samuSaos;
 urTierTqmedeba. Sedis Tu ara menejeri TanamSromlebTan uSualo
kontaqtSi;

nax. 37 _ dan kargad Cans, Tu rogor Seesabameba pirveli rva faqtori

lodinis Teoriis klasikur models.

47
David A. Nadler and Edward E Lawler, Motivation – A Diagnostic Approach. New York: Mc Graw – Hill, 1977
48
Walter B. Newsome. Motivate, Now // Progressive Grocer. 51-53. 1992.

265
 darwmunebulob sirTule
a

SesaZlebloba ndoba

Sesruleba fuladi
mondomeba jildo

urTierTqmedeba
Sesabamisoba

kriteriumebi
kompensacia

danaxarjebi

XIII. 3. motivacia da xelmZRvanelobis stili

momuSaveTa motivacia bevrad aris damokidebuli imaze, Tu rogor

eqcevian maT xelmZRvanelebi. arsebobs motivaciis mravali Teoria. Tavis
cnobil wignSi _ `The Human Side of Enferprise~ (`warmoebis adamianuri aspeqti~)
duglas mak gregorma gamoTqva Tavisi mosazrebani adamianis qcevis
motivebze warmoebis procesSi, rasac Semdgom mak gregoris paradoqsi an X
da Y marTvis Teoriebi49 daerqva.
60-ian wlebSi fsiqologma duglas mak gregorma gaanaliza
xelmZRvanelebis msjelobis safuZvlebSi arsebuli postulatebi da maT
daarqva X Teoria. es postulatebia:
1) `saSualo~ adamians, rogorc wesi, ar uyvars samuSaos Sesruleba.
2) am mizezis gamo, aucilebelia `saSualo~ adamianis iZuleba,
kontroli, warmarTva, dasja, raTa is iyos dainteresebuli, rom
moemsaxuros Tavisi SromiT organizaciis miznebs.
3) `saSualo~ adamiani aucilebelia, vmarToT, is cdilobs Tavidan
aicilos pasuxismgebloba, iyos usafrTxod.
sxva sityvebiT rom vTqvaT, is menejerebi, romlebic orientirebulni
arian X Teoriaze, fiqroben, rom Sromis motivaciisaTvis aucilebelia
SiSis faqtoris gamoyeneba. xelmZRvanelobis es stili aris orientirebuli
fiziologiur moTxovnilebebze da ar iTvaliswinebs maslous Teoriis
umaRles doneebis ierarqias.
am SexedulebaTa sawinaaRmdegod, mak gregorma SemogvTavaza
postulatebis sxva Semadgenloba, romelsac ewodeba Teoria Y. is Sedgeba
Semdegi momentebisagan:

49
Mac Gregor D. The Human Side of Enterprise. New York: Mc Graw – Hill, 1970.

266
 1) `saSualo~ adamiani mowodebulia iSromos. misTvis Sroma aris iseTive
moTxovnileba, rogoricaa sporti an garToba.
2) SiSi ar aris Sromis ZiriTadi motivatori. `saSualo~ adamiani
bunebrivad Sromobs, miiltvis im miznisaken, romelsac mis winaSe ayenebs
organizacia.
3)ramdenad mizanmimarTulia es ltolva, is damokidebulia organizaciis
mier gacemul fulad jildoze.
4) xelisSemwyobi pirobebis SemTxvevaSi, adamiani eCveva ara marto
pasuxismgeblobis gaziarebas, aramed TviTon miiltvis misken.
5) adamianebs SeuZliaT gamoiyenon inteleqti, SemoqmedebiTi unari,
warmosaxva im problemebis gadasawyvetad, romlebic arsebobs
organizaciaSi.
6) mrewvelobis ganviTarebis Tanamedrove etapze `saSualo~ adamianis
inteleqtualuri potenciali gamoiyeneba mxolod nawilobriv.
is menejerebi, romlebic iReben orientacias Y Teoriaze, miiCneven,
rom adamianebis stimulireba aucilebebelia, maT unda mivceT
TviTSemoqmedebis, TviTrealizaciis SesaZlebloba.
X Teoriis safuZvelSi aris is postulatebi, romlebic dafuZnebulia
Zalauflebis berketebis gamoyenebaze. Y _ Teoria orientacias iRebs
profesiul zrdasa da damoukideblobaze. mak gregors miaCnda, rom
zogierT muSaks namdvilad Wirdeba Zlieri xelmZRvaneloba X Teoriis
mixedviT, magram arian iseTebic visac gaTavisebuli aqvT TavianTi
socialuri moTxovnebi, aRiarebis da TviTrealizaciis moTxovna, amitom
isini ver imuSaveben kargad X Teoriis mixedviT.50
Z Teoria aris SemoTavazebuli kaliforniis universitetis
profesoris, uiliam ouCis mier da is asaxavs adamianuri urTierTobebis
ganviTarebis perspeqtivas. Z Teoriis Tanaxmad, efeqtiani marTva unda
moicavdes yvela donis muSakebs, ixilavdes mas, rogorc erT mTlians. isini
unda Sromobdnen organizaciis miznis misaRwevad, rogorc erTiani
meqanizmi. Z Teoriis mimdevar menejrebs miaCndaT, rom Tu adamianebs
axasiaTebT sazogadobrivi gancda, isini namusianad da ufro meti
enTuziazmiT Sromoben Sedegis misaRwevad.
Z Teoria iTvaliswinebs maslous ierarqiis qveda doneebis
dakmayofilebas, is aseve iziarebs ierarqiis saSualo donesac, radganac
masSi warmodgenilia koleqtivis Seqmnis procesi. masSi asaxulia umaRlesi
donis moTxovnilebebic, radganac gadawyvetilebaTa miRebis procesSi
naTlad Cans adamianis pasuxismgebloba.
Z Teorias xSirad uwodeben iaponur marTvas, radganac, marTalia, is
gamoiyeneba amerikul kompaniebSi, magram masobrivad aris danergili
iaponur firmebSi. iaponur firmebSi yvela muSaki iRebs monawileobas
firmis gadawyvetilebaTa miRebis procesSi da isini periodulad cvlian
TavianT ufleba-movaleobebs, rac Tavidan acilebs maT viwro
specializacias da mkacr organizaciul struqturas.
mcire, mWidrodasaxlebul da bunebrivi resursebiT Raribi
qveynisaTvis koleqtivizmi da kompromisi umniSvnelovanesi komponentebi.a
amerikelebi izrdebian idividualizmisa da TavianT TavSi darwmunebis
tradiciebze. amerikul firmebSi iyeneben Z Teorias. magaliTad `proqter

50
Douglas Mc Gregor. The Numan Side of Enterprise. New York: Mc Graw – Hill, 1970

267
 end gembelSi~ moqmedebs TviTregulirebadi samuSao jgufebi, xolo
kompania `xiuletpakardi~ ekonomikuri dacemis procesSi yvelas da ara
mxolod dabalanazRaurebad muSebs, umcirebs samuSao dRes da awesebs sxva
privilegiebs.51
ra warmoadgens Tanamedrove muSakebis SromiT motivaciis safuZvels da
aris Tu ara arsebiTi aq mxolod finansuri berketebi? mecnierTa
gamokvlevebma cxdayo, rom Tanamedrove pirobebSi mxolod maRali xelfasi
am SemTxvevaSi ar gamodgeba safuZvlian argumentad. ganaTlebuli
axalgazrdebis umetesoba miiswrafvis ara mxolod maRali xelfasebisken,
aramed srulyofili cxovrebisaken. maTTvis dasveneba, ojaxi, cxovrebis
stili, aramaterialuri sikeTeebi, iseve mniSvnelovania, rogorc samuSao da
anazRaureba. [114, p.43] imisaTvis, rom moiZebnos motivaciis safuZveli aseTi
tipis muSakebisaTvis aucilebeli xdeba, uari vTqvaT motivaciis arsebul
meTodebze da aqcenti gadavitanoT individualur midgomaze, muSakebis
moqmedebis sferos gafarToebasa da maTi organizaciis saqmianobaSi
monawileobis gaRrmavebaze.
zogierTi motivi, romelic Sromis motivaciis TvalsazrisiTaa
muSakebisTvis umniSvnelovanesi asaxulia nax #38-ze.

mamakacebi qalebi
75
% -Si

60 59%
54%
xvedriTi wili

45 47% 53% 46%

45%
30 44% 44%

15

faqtorebi xelmZRvanelis Sromisagan xelfasi kariera

pativiscema dakmayofileba

nax #38 motivaciuri Zalebi52

aq mniSvnelovania is xerxebi, romlebic orientirebulia muSakze,

samuSaoze an organizaciaze.

51
William G. Ouchi. Theory Z: How American Business Can Meet the Japanese Challenge. Reading, Mass: Addison –
Wesley, 1981.
52
( wyaro: Suzy Parker. A look Statistics That Shape your Finance // USA today 1990. 24
January.)

268
 XIII. 4. muSakze orientirebuli xerxebi.

rodesac organizaciaSi saqmianoba warimarTeba pozitiurad, misi

muSakebis umetesi nawili Sromobs maRali nayofierebiT. e.w.
`aramotivirebuli~ muSakebis mimarT xelmZRvaneloba iyenebs individualur
midgomas. imisaTvis, rom xeli SeuwyoT muSakebis SromiT motivacias, am
potencialis gamovlenis mizniT, gamoiyeneba ramdenime meTodi. esenia:
miznis dasaxva, qcevis modifikacia, gadamzadeba.
zogierTi muSaki SeiZleba vastimuliroT mkafio da miRwevadi miznebis
dasmiT. menejerebi aRweven warmatebas mxolod im SemTxvevaSi, Tu ician
risgan Sesdgeba es warmateba. igive principi moqmedebs sxva muSakebis
mimarT. kompania `nukorSi~ praqtikulad gamoiyeneba miznis Semdegnairii
dasma: im muSebis mimarT, romlebic aWarbeben gamomuSavebis normebs, gaicema
premiebi. individebis miznebi gansxvavebulia organizaciis miznebisagan
imdenad, ramdenadac:
 maTi miznebi aris viwro.
 am miznebis raodenoba aris raodenobrivad ufro mcire.
 isini gaiTvaliswineba drois ufro mcire intervalze.
 maTSi aisaxeba meti riski da ganusazRvreloba.
motivaciis saSualebiT miznis dasmis meTodis arsi mdgomareobs imaSi,
rom muSakebs eZlevaT TavianTi amocanebis damoukideblad dadgenis
SesaZlebloba. Tu es amocanebi Tavsmoxveulia `zemodan~, muSakebi miiCneven,
rom viRac axdens maT manipulirebas. ufro efeqtiania, rodesac muSakebs
eZlevaT organizaciis miznebidan gamomdinare sakuTari amocanebis
gansazRvris SesaZlebloba.
qcevis modifikaciis safuZvelSi mdgomis idea aris martivi:
aucilebelia, movaxdinoT sasurveli qmedebebis waxaliseba da piriqiT.
gamokvlevebma cxadyo, rom qeba da aRiareba ufro dadebiTad moqmedebs
sasurveli Sedegis miRwevaze, vidre Sromis Sedegebis dagmoba (gamoxatuli
dacinviT, sarkazmiT, sayveduriT Tu sxva formiT).
qeba, rogorc qcevis modifikaciis yvelaze martivi forma, bevr
Tanamedrove firmaSi gamoiyeneba. ase magaliTad, kompania `emeri eir
freitma~ Tavis mimdinare miznad dasva klientis SekveTis Sesruleba 90
wuTSi. yvela TanamSromels mieca miTiTeba, CaeweraT Tu ra dros
andomebdnen isini SekveTis Sesrulebas. im SemTxvevaSi Tu muSakebi
asrulebdnen SekveTebs gansazRvrul droSi, isini imsaxurebdnen qebas
xelmZRvanelobisagan, xolo isini vinc ver asrulebdnen samuSaos am
droSi, aseve imsaxurebdnen Seqebas Canaweris patiosnad warmoebisaTvis,
xolo Semdgom maT axsenebdnen, rom kompaniis mizani iyo `90 wuTSi SekveTis
Sesruleba~. mas Semdeg, rac aseTi ukukavSiri dainerga sul ramodenime
dReSi kompaniis TanamSromelTa 90 procenti aRwevda warmatebas kompaniis
amocanebis realizaciaSi. [244, p.42].
axali orleanis universitetis profesoris, marTvis dargSi
specialistis, m. le beufis [184, p.37].
azriT, waxalisebaTa mTavar motivatorebs warmoadgens:
1. gaazrebuli gadawyvetilebebis waxaliseba.
2. sakuTar Tavze riskis aRebis waxaliseba.
3. SemoqmedebiTi midgomi waxaliseba.
4. SemteviTi saqmianobis waxaliseba.

269
 5. winaswar gaazrebuli saqmianobis da ara daZabuli Sromi
waxaliseba.
6. gamartivebisa da ara garTulebis waxaliseba.
7. gawonasworebuli, produqtiulad momuSave da ara impulsuri
TanamSromlebis waxaliseba.
8. xarisxiani da ara swrafad Sesrulebadi samuSaoebis waxaliseba.
9. kompaniis mimarT loialurobis waxaliseba.
firmebi iyeneben waxalisebis mraval formas, romelTa Soris unda
gamovyoT: saCuqrebi, erToblivi sadilebi, jildoebi, medlebi, mivlinebebi
da aRiarebis sxva formebi. magaliTad, kompania `omni hotelzi~ madlobas
ucxadebs im TanamSromlebs, romlebic ewevian momsaxurebas im sferoebSi,
romlebic scildeba maT samsaxureobriv movaleobebs. ramdenime madlobis
Semdeg TanamSromlebi iReben specialur medlebs, fulad jildos, mowvevas
sadResaswaulo miRebebze da sxva. [245, p.32].
Tanamedroveobis erT-erTi ZiriTadi problema aris samuSaos dakargvis
SiSi. am mizezis gamo adamianebi, romlebic imyofebian am faqtoris
zegavlenis qveS, sustad arian dainteresebulni samuSaos SedegebSi.
imisaTvis, rom gadavwyvitoT TanamSromlebis SemcirebasTan an maT
ganTavisuflebasTan dakavSirebuli problemebi, arsebobs mravali midgoma.
erT-erTi aris kompaniis xarjze TanamSromelTa gadamzadeba. ase
magaliTad, samrewvelo muSebi SeiZleba gaxdnen avtomaturi mowyobilobis
operatorebi, momsaxurebis sferos menejerebi, gamyidvelebi da sxva.
miuxedavad imisa, rom adamianebis umravlesoba miiCnevs, rom saqmianobis
Secvla rTuli procesia, maTi umetesoba dadebiTad afasebs am cvlilebebs,
radganac isini kompaniisa da sazogadoebisaTvis arian sasargeblo, maT
mcire droiT mivyavarT Sromis nayofierebis Semcirebamde, Tumca saboloo
jamSi muSakebs kvlavac uCndebaT stimulebi da isini mniSvnelovnad zrdian
Sromis Sedegebs.

XIII. 5. samuSaoze orientirebuli xerxebi

im SemTxvevaSi Tu garkveul samuSao adgilebze dasaqmebuli muSakebis

didi raodenoba ganicdis motivaciasTan dakavSirebul problemebs,
mizezebi unda veZeboT TviT samuSao xasiaTSi. am SemTxvevaSi
mniSvnelovania movZebnoT TviTon samuSao struqturis da ara momuSaveTa
qcevis cvlilebebis mizezebi. es niSnavs imas, rom unda SevarbiloT
xelmZRvanelobis avtoritaruli stili da mivceT muSakebs imis
SesaZlebloba, rom maT CaTvalon Tavi saerTo `gundis~ wevrebad. garda
aRniSnulisa, SesaZlebelia, gamoviyenoT iseTi Tanamedrove meTodebic,
rogoricaa: samuSao adgilebis srulyofa, momuSaveTa funqcionirebis
sferos gafarToveba, samuSaos drekadi grafiki, telekomunikacia, saSinao
ofisebi, samuSao dRis Semcireba, funqcionaluri datvirTvis dayofa da
sxva.
miuxedavad imisa, rom XX saukunis dasawyisSi specializacias
gadamWreli mniSvneloba, gaaCnda dRes is ar aris imdenad efeqtiani.
upirveles yovlisa, dReisaTvis is naklebad akmayofilebs im adamianebs,
romlebic ufro ganaTlebulni arian, vidre maTi xelmZRvanelebi, ris
gamoc isini menejerebze ufro kargad icnoben saqmis teqnikur mxares.
garda amisa, is teqnologiuri operaciebi, romlebsac winaT muSebi
asrulebdnen dRes sruldeba manqanebiT. am cvlilebebis gamo, kompaniebi

270
cdiloben Sromis nayofierebis amaRlebas misi organizaciis axali
meTodebis danergviT. aseTi reorganizaciis erT-erTi saxeoba aris
momuSaveTa moqmedebis sferos gafarToveba: samuSao xdeba ufro viwro
specializirebuli, xolo muSakebs eZlevaT sul ufro mniSvnelovani da
sapasuxismgeblo amocanebis gadawyvetis SesaZlebloba. magaliTad,
`kadilakis~ tipis avtomanqanebis warmoebaSi dainerga axali profesiebis
aTvisebis sistema, ris proporciuladac izrdeboda muSebis xelfasi. am
codnas muSebi avlendnen warmoebis teqnologiuri srulyofis
sakiTxebisadmi miZRvnil yovelkvireul SekrebebSi. [210,p.21] metalurgiuli
wamoebis kompania `betlexem stilis~ qarxnebSi gamoyenebul iqna sxva
meTodika _ xazobrivi operatorebi igzavnebodnen produqciis nimuSebis
myidvelebTan, raTa ukeT gaegoT Tu ra iyo am produqciaSi
gasaumjobesebeli. [274, p.36].
SromiTi resursebis struqturebis cvlasTan erTad Seicvala maTi
cxovrebis wesi da moTxovnilebebi. magaliTad, momuSave mSoblebisaTvis
problemuri gaxda bavSvebis skolaSi droze miyvana, adamianebs WirdebaT
sul ufro meti saxsrebi avtomanqanebis an binis sayidad. aqedan
gamomdinare, im adamianebisaTvis, romlebic ganicdian drois deficits, sul
ufro misaRebi gaxda samuSaos drekadi grafiki. imis magivrad, rom
rvasaaTiani samuSao kviraSi xuTi dRe Seasrulon. kompaniebi aweseben
samuSaos dRis or saaTamde, xolo oris Semdeg nebismier dros
TanamSromlis moTxovnebis gaTvaliswinebiT. amasTan, jamSi dRiuri
datvirTva Seadgendes rva saaTs. aseTi grafiki aZlevs SesaZleblobas
kompaniis TanamSromlebs, gadawyviton piradi saqmeebi. maSin, rodesac maT
mier es problema gadawyvetilia, isini Sromoben ufro maRali
nayofierebiT. samuSaos Sesrulebis TviTkontroli da ara kontroli
zemodan aris SromiTi procesis xarisxis amaRlebis Sesrulebis
damatebiTi motivatori.
gamokiTxvam cxadyo, rom momuSaveTa 78% upiratesobas aniWebs Sromis
drekad grafiks. 259 msxvili firmidan 42% gamokiTxvis am Sedegebis
gaTvaliswinebiT, SemoiRo Sromis drekadi grafikebis sistema.
drekadi grafiki, rogorc wesi misaRebia saofise firmebisaTvis da
ara im sawarmoebisaTvis, romelTa muSaobis ganrigi damokidebulia
teqnologiuri procesis specifikaze.
drekad grafikebs gaaCnia naklovanebanic: 1) xelmZRvanelebs eqmnebaT
marTvis problemebi, garTulebulia samuSaoze mosvlis kontrolic. 2)
mTlianad koleqtivSi iqmneba klimati, rodesac aseTi kategoriis muSakebis
mimarT sxva TanamSromelTa mxridan igrZnoba antagonisturi ganwyoba.
Tanamedrove qalaqebSi erT-erT mniSvnelovan problemas warmoadgens
drois problema. drois ekonomiis mizniT, Tanamedrove kompaniebi nergaven
telekomunikaciis sistemas. ukanasknelis arsi mdgomareobs imaSi, rom
muSaki saqmianobs saxlSi, xolo centralur ofisTan aqvs mudmivi kavSiri
internetis meSveobiT. telekomunikacias aqvs mravali pozitiuri mxare: jer
erTi, muSakebis Sromis nayofiereba izrdeba 15-20% -iT, mcirdeba
danaxarjebi ofisis Senaxvaze, SesaZlebeli xdeba invalidebis Sromis
gamoyeneba. adamianebi dadebiTad afaseben am urTierTobis fromas, radganac
maT eZlevaT SesaZlebloba, dazogon transportis danaxarjebi, moaxdinon
maTTvis sasurveli samuSaos grafikis dadgena. amasTan, urTierTobis es
forma aris ZviradRirebulia. is moiTxovs Sesabamis teqnikas: faqsebs,

271
printerebs, kompiuterebs da sxv. ueWvelia, rom is gavrceldeba garkveuli
specifikis mqone samuSaoebze, garTulebulia namuSevari drois aRricxva.
rodesac warmoiqmneba Seusabamoba mTlianad Sesasrulebel samuSaos
moculobasa da im samuSaos Soris, romelic unda Seasrulos konkretulma
muSakma, organizaciaSi moraluri klimatis gaumjobeseba miiRweva ori
gziT: samuSao dRis SemcirebiT da funqcionaluri datvirTvis gayofiT.
pirveli gza upiratesad gamoiyeneba ekonomikuri dacemis procesSi.
imisaTvis, rom Tavidan aicilos momuSaveebis masobrivi ganTavisufleba,
kompania amcirebs samuSaos xangrZlivobas da Sesabamisad xelfass.
funqcionaluri gayofa aZlevs or mosamsaxures erT samuSao adgilze
muSaobis dros Sesabamisad, xelfasisa da premiis ganawilebis
SesaZleblobas.
Tu kompania muSakebis Semcirebis nacvlad samuSao drois Semcirebas
mimarTavs, mogebuli rCeba, rogorc mocemuli kompania, aseve misi
TanamSromlebi da sazogadoeba. TanamSromlebs naklebad eSiniaT samuSaos
dakargvis, ris gamoc Sromis xarisxi rCeba maRali. amitom, ekonomikuri
aRmavlobis SemTxvevaSi, aseTi firmebis umravlesoba momzadebuli xvdeba
axal ekonomikur pirobebs. ekonomikis gamococxleba kvlavindeburad iwvevs
samuSao droisa da Sesabamisi xelfasis zrdas. aseTi midoma iwvevs
erTgvar madlierebis grZnobas kompaniis mimarT, radganac is faqtobrivad
ekonomikuri krizisis pirobebSi daxmarebis xels uwvdis Tavis
TanamSromlebs.
zemoT moyvanili xerxisagan gansxvavebiT, samuSao drois dayofa ar
aris damokidebuli saxelmwifoSi mimdinare ekonomikur cvlilebebze da is
gamoiyeneba axalgazrda dedebis, studentebis da sxva mosamsaxureebisaTvis.
kompaniisaTvis ufro xelsayrelia, gayos samuSao dro am kategoriis or
TanamSromels Soris, vidre Semoiyvanos is axali TanamSromeli, romelic
moiTxovs damatebiT swavlebas.
am meTods 1982 wlidan aqtiurad iyenebs avejis mwarmoebeli kompania
`stilkveisi~. ase magaliTad, yoveli naxevar Statze myofi qalidan
marketingis ganyofilebaSi TiToeuli valdebulia kviraSi imuSaos ormoci
saaTi or naxevari dRis ganmavlobaSi. [208, p.37].
Tanamedrove pirobebSi samuSaos dayofa gavrcelebulia saxelmwifo
organizaciebSi an universitetebSi.

XIII. 6. organizaciaze orientirebuli meTodebi

im SemTxvevaSi, rodesac kompania awydeba sirTuleebs motivaciis

problemebTan dakavSirebiT, rac iwvevs Sromis nayofierebis Semcirebas,
kadrebis maRal denadobas da sxva, aucilebeli xdeba gadamwyveti zomebis
miReba. firmis umaRlesma xelmZRvanelobam unda gadaxedos mis miznebs,
strategias da warmoebis kulturas, raTa SeZlos mis winaSe dasmuli
amocanebis realizcia.
organizaciaze orientirebuli meTodebis umetesoba erTiandeba iseT
kategoriaSi, rogoricaa: momuSaveTa uflebamoslebis gafarToeba maTi
kompaniis saqmianobaSi ufro farTo CarTvis gziT. uflebamosilebaTa aseTi
gafarToveba zrdis momuSaveTa pasuxismgeblobas kompaniis miznebis
realizaciis saqmeSi.
kompania `federal eqspresma~ erT-erTma pirvelma daiwyo am meTodebis
danergva. Sesabamisi ubnis menejerebs eZleodaT SesaZlebloba maTdami

272
daqvemdebarebul ubanze, daeqiravebinaT TanamSromlebi, aerCiaT is
TanamSromlebi, romlebic umaRles xelmZRvanelobasTan erTad imuSavebdnen
sakadro da operatiul sakiTxebze. amdenad, organizaciis saerTo marTvis
procesSi muSakebis mozidva qmnis erTianobis atmosferos, zrdis mis
mimarT loialurobis grZnobas. [275, p.18].
momuSaveTa uflebamosilebis gafarTovebis ZiriTadi meTodi
mdgomareobs mis samuSao gundebis formirebaSi, romelic funqcionireben
TviTmmarTvelobis principebze. es aris momuSaveTa jgufi, romlebic
damoukideblad gansazRvravs mis winaSe mdgar amocanebs, eZes maTi
gadawyvetis gzebs, da faqtobrivad, damoukideblad warmarTaves Sromis
process. aseTi gundebi aerTianebs 6 dan 32-mde muSaks. am gundebis
warmatebuli muSaobis Sedegad, mcirdeba danaxarjebi samuSao Zalaze,
izrdeba Sromis nayofiereba, umjobesdeba produqciis xarisxi da maRldeba
momuSaveTa moraluri ganwyoba. [289, p.29].
samuSao gundebis idea araefeqtiania im SemTxvevaSi, Tu is ar iqna
gamagrebuli Sesabamisi xelfasis formebiTa da Sromis organizaciis axali
meTodebiT. erT-erTi maTgani aris miznis miRwevaSi monawileobis meTodi.
misi arsi mdgomareobs imaSi, rom xelfasis done damokidebulia gundis
muSaobis Sedegebze.
mravali wlis ukan b. u. takmenma53 daaxasiaTa `jgufis~ Seqmnis xuTi
stadia: formireba, SeCveva, qcevis normebis dadgena, davalebaTa Sesruleba,
daSla. Tu jgufma yvela es stadia warmatebulad da uproblemod gaiara,
is warmatebuli jgufia, magram, rogorc wesi, es ase ar xdeba. jgufSi ukve
SeCvevis stadiaze jgufis wevrebs Soris, rogorc wesi iwyeba brZola
pirvelobisaTvis, sakuTari ideebisa da sakuTari marTvis stilis
damkvidrebis mizniT. warmatebulia is jgufi, romelic adgens saerTo
qcevis normebs. miuxedavad imisa, rom yvela jgufi ver gadis am stadiebs.
maTi gageba mniSvnelovania jgufebis warumateblis kvlevis procesSi.
`jgufsa~ da `gunds~ Soris gansxvaveba semantiuria, radganac `gundis~
idea aris mizanmimarTuli gamarjvebaze. Tavis fundamentur SromaSi `The
Wisdon of Teams~ (`gundebis sibrZne~) ian kancenbaxma da duglas smitma54 ase
daaxasiaTes is oTxi ZiriTadi maxasiaTebeli, romelic umniSvnelovanesia
gundebisaTvis:
1. rTuli da masStaburi amocanebis arseboba gunds ufro energiuls, da
mizanswrafuls xdis. amdenad, gundebis muSaobisaTvis mTavari aris ara
emociuri komforti da keTilganwyoba, aramed mizani;
2. imisaTvis, rom gundi iyos produqtiuli xelmZRvanelobam unda
astimuliros SromiTi morali da ara sasaTbure pirobebi;
3. individualizmi ar aris gundis muSaobis Semaferxebeli faqtori.
amdenad, gundebi aris ara biurokratiuli komiteti, aramed calkeuli
muSakebis erToba.
4. disciplina aris warmatebis sawindari.
finansuri stimulirebis sxva meTodi mdgomareobs aqciebis nawilis
miyidvaSi. am programebis e.w. `muSaTa aqciebis~ mizani mdgomareobs imaSi,
rom moxdes Sromis Sedegebis da anazRaurebas Soris pirdapiri dadgena.

53
Stonez J.F. et al Management. Infranote 1, p. 301
54
Katzenbach, Smith D. The Wisdom of Teams: Greating the High Perfomance organization. Boston, MA:Harvard
Business School Press, 1993.

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 rig SemTxvevaSi, kompaniis xelmZRvanelebi ufro Sors midian da
TavianT muSakebs aZleven imis uflebas, rom isini gaxdnen kompaniis
Tanamflobelebi. ase magaliTad, frima `manro~, romelic awarmoebs
sakancelario nawarms, warmoadgens muSakebis sakuTrebas. koleqtivis
TiToeuli wevri akontrolebs gayidvebis moculobas, amonagebs, informacia
firmaSi aris sajaro da gamWirvale. firmis muSakebs gaTavisebuli aqvT
yvelaze efeqturi motivaciuri strategia: mogebis damokidebuleba
sakuTari Sromis Sedegebze. [187, p.21].

mimoxilviTi SekiTxvebi:

1. ramdenad Seesabameba motivaciis klasikuri Teoria Tanamedrove

pirobebs?
2. ras warmoadgens gotornis gamokvleva da ra zegavlenas axdens
is Sromisnayofierebis amaRlebaze?
3. raSi mdgomamreobs maslous ierarqiis praqtikuli mxare?
4. rogir Seesabameba X da Y Teoriebi Z Teorias?
5. ra zegavlenas axdens momuSaveTa gaTavisufleba maT Sromis
motivaciaze?
6. motivaciis ra meTodebi gamoiyeneba farTod organizaciaSi?
7. ras niSnavs samuSaoTa drekadi grafiki?
8. ra igulisxmeba telekomunikaciasa da Sinaur ofisebSi?
9. raSi mdgomareobs samuSaoze orientirebuli xerxebi?
10. ra igulisxmeba organizaciaze orientirebul xerxebSi?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. dagvixasiaTeT SromiT resursebSi moTxovnis dadgenis etapebi;

SromiT resursebSi moTxovnis dadgenis etapebia: am dargSi biznes-
gegmis Sedgena, moTxovnis prognozireba, profesiuli funqciis analizi,
daqiravebis procesi.
2. CamogviTvaleT maslous Teoriis mixedviT moTxovnilebaTa xuTi
done;
es doneebia: fiziologiuri moTxovnilebebi, isini aris ZiriTadi
adamianebisaTvis, da nakleb motivaciur zemoqmedebas axdenen Tanamedrove
muSakebze. usafrTxoebis moTxovnileba, romelic kmayofildeba
garantirebuli dasaqmebiTa da sapensio programebiT. socialuri
moTxovnileba, romelic aris adamianTa araformalur gaerTianebebSi
saqmianobis motivatori. aRiarebis moTxovnileba, romelic dakavSirebulia
piradi Rirsebis grZnobasTan.
3. dagvisaxeleT is faqtorebi, romlebic zemoqmedebs muSakebis
motivaciaze xercbergis Teoriis mixedviT?
esenia: higienuri faqtorebi, (kompaniis politika, Sromis pirobebi,
dasaqmebis garantia) axdens motivaciaze uaryofiT zegavlenas maSin,
rodesac isini aradamakmayofilebelia. motivatorebi _ Tanamdebobrivi
zrda, aRiareba, pasuxismgebloba zemoqmedeben dadebiTad Sromis nayo-
fierebaze.
4. CamogviTvaleT lodinis Teoriis sami ZiriTadi postulati?
es postucatebia: 1) muSakis mier Sesasrulebeli samuSaos sirTulis
Sefaseba; 2) muSakis mier Sromis anazRaurebis obieqturi Sefaseba; 3)

274
muSakis mier Sesasrulebeli samuSaos sirTulisa da Sromis anazRaurebis
Tabafardobis Sefaseba.
5. dagvixasiaTeT is sxvaoba, romelic arsebobs X, Y, Z Teoriebs
Soris?
X Teoria upiratesobas aniWebs xelisuflebas, Y Teoria samsa-
xurebriv zrdas da TviTkontrols, Z Teoria miiCnevs, rom mosa-
msaxureebi es erTi ojaxis wevrebi arian, amitom xelmZRvanelobam unda
gaiTvaliswinos maTi azri. faqtobrivad es igeba iaponuri kompaniebis
safuZvelze.
6. dagvisaxeleT muSakebis individualuri motivaciis saSualebebi?
es saSualebebia: miznebis mkafio gansazRvra, qcevis motivacia,
gadamzadeba.
7. CamogviTvaleT motivaciis gaZlierebis oTxi xerxi?
es xerxebia: samuSao adgilebis gafarToeba da srulyofa, Sromis
drekadi grafiki, telekomunikaciebi, samuSao dRis Semcireba da
funqcionaluri datvirTvis danawevreba.

275
 Tavi XIV
marketingi, rogorc biznesis filosofia

mewarmem orientacia unda aiRos ara

im saqonlis bazarze, romelic cotaTi
moswons yvelas, aramed saqonlis
bazarze, romelic Zalian moswons
cotas.
i. Sumpeteri

biznesi – es aris momxmareblis Seqmna.

p. drukeri

am TavSi Tqven gaecnobiT

1. marketingis 2.strategiul 3.bazris 4. reklamis; mis

ganviTarebasa dagegmvas; potencialis koncefciebs;
da marketingis analizs; reklamis
mniSvnelobas strategiuli safirmo niSans; dagegmvas,
biznesisaTvis; dagegmvis etapebs. dasavleTis mis
evolucias; bazris saSualebebs,
Tanamedrove Seswavlas ; stils,
gagebas; samrewvelo reklamis
marketingis dizains da ekonomikur
faqtorebs; SefuTvas efeqtianobas.
samarketingo marketingSi.
informaciis
klasifikacias
da mis rols
samarketingo
gamokvlevebSi.

276
 XIV.1. marketingis koncefciis evolucia

nebismieri korporaciis sawarmo, mmarTvelobiTi, logistikuri

samarketingo saqmianoba, orientirebulia erT mizanze _ momxmareblis
moZebnaze, realizaciis procesebze, romelsac mTlianad eqvemdebareba
biznesis filosofia. firmas SeuZlia, iarsebos erTaderTi pirobiT, Tu misi
produqcia iyideba da Sesabamisad, iqneba pirobebi gafarToebuli
kvlavwarmoebisaTvis. produqciisa da momsaxurebis realizaciiT miRebuli
fuli unda iZleodes ufro didi fulis keTebis SesaZleblobas; mogeba
gafarToebuli kvlavwarmoebiT unda iZleodes Sanss ufro did mogebis
miRebisa da am pirobebSi unda Seiqmnas warmoebis masStabebis gadidebis
potenciuri SesaZlebloba. amdenad, biznesis filosofia SeiZleba aisaxos
sqematurad Semdegnairad:

biznesis sistema

saqonlisa da momsaxurebis warmoeba

eTikuri da samarTlebrivi normebis
dacviT

warmoeba logistika menejmenti marketingi

nax. #1. biznesis filosofia

am filosofiis CarCoebSi biznesis kvlavwarmoeba vlindeba Semdeg
sqemaSi:

277
 biznesi sawarmoo da saqonlisa da
finansuri momsaxurebis
resursebi warmoeba

realizacia sawarmoo finansuri

resursebis zrda

biznesis filosofiis ZiriTadi elementebia marketingi da menejmenti,

romlebic damoukidebeli kvlevis sagans warmoadgenen. am wignSi maT Cven
vixilavT mxolod, rogorc biznesis sistemis elementebs.

termini `marketingi~ warmodgeba inglisuri sityva ,,market’’-isagan

(bazari) da niSnavs sasaqonlo bazris, produqciis realizaciis sferoSi
saqmianobas. marketingi rogorc ekonomikur urTierTobaTa sistema,
gacilebiT ufro farTo Sinaarsis cnebaa. biznesSi da erTi mxriv,
gulisxmobs samomxmareblo bazris safuZvlian Seswavlas, momxmarebelTa
moTxovnilebis, gemovnebis yovelmxriv analizs da am safuZvelze
warmoebiTi saqmianobis agebas, meore mxriv ki, warmoebis aqtiuri
zemoqmedebis gansazRvras samomxmreblo bazarze, moTxovnasa Tu
gemovnebaze.
marketingis Tanamedrove koncefciam, iseve rogorc biznesis Teoriam,
ganviTarebis sakmaod rTuli, evoluciuri gza ganvlo. termini `marketingi~
pirvelad gvxvdeba 1907 wels gamocemul enciklopedia britanikaSi.
aRsaniSnavia, rom enciklopediaSi warmodgenili `marketingis~
Sinaarsobrivi datvirTva bevrad gansxvavdeba misi Tanamedrove gagebisagan.
am wyaroSi marketingi warmodgenilia Semdegi azriT: `marketingi im
organizaciebis mimarT, romlebsac qmnian sasoflo-sameurneo mwarmoeblebi
saerTo sabazro problemebis gadasawyvetad~. erToblivi organizaciebis
ZiriTad mizans warmoadgenda produqciis erToblivi reklamireba, misi
realizaciis stimulireba. magaliTad: 1908 wels, kaliforniaSi gaerTianda
forToxlis mwarmoebeli ramdenime sasoflo-sameurneo organizacia,
romlebic produqciis reklamirebasa da realizacias axdenen erTi safirmo
niSnis - `sankisti~-s mixedviT. analogiuri mizniT Seiqmna: 1909 wels
kaliforniis mebaReTa sazogadoeba; 1918 wels wablis mwarmoebelTa
amerikuli sazogadoeba da sxv.
samrewvelo biznesSi ar gvxvdeba marketingis iseTi adreuli magaliTebi,
rogorc soflis meurneobaSi. es niSnavs, rom marketingis samrewvelo
bazarze aRiarebisaTvis, aucilebeli iyo produqciis masobrivi warmoebis
ganviTareba, samomxmareblo bazris swrafi zrda, rac, Tavis mxriv,
moiTxovda revolucias produqciis realizaciis sferoSi.

278
 biznesis ganviTarebasTan erTad, 1915 wels Seiqmna reklamis
maswavlebelTa amerikuli sazogadoeba, romlis safuZvelze 1924 wels
daarsda reklamisa da marketingis sazogadoeba, xolo 1931 wels
damoukideblad Camoyalibda marketingis amerikuli sazogadoeba.
XX saukunis dasawyisSi, rodesac mimdinareobda msxvili manqanuri
warmoebis formirebis procesi, farTo ganviTareba hpova konkurenciam.
mecnierul-teqnikuri revoluciis swrafma ganviTarebam rig qveynebs,
gansakuTrebiT - ki amerikis SeerTebul Statebs, giganturi ekonomikuri
nabijebis gadadgmis saSualeba misca. am periodis amerikeli ekonomistebi
SeniSnaven, rom ZiriTad problemas Tavisufali mewarmeebisaTvis
produqciis gasaReba warmoadgenda. amdenad, am epoqaSi, marketingis Teoria
ZiriTadad gasaRebis Teoriaze daiyvaneboda. amitomac iyo, rom aRniSnul
dros miCiganis, illinoisis, harvardis universitetebSi SemoRebuli
marketingis kursi, moicavda gasaRebis, reklamis, vaWrobis sakiTxebis
Seswavlas. yovelive es mniSvnelovnad zRudavda marketingis kvlevis
sferos, rac momavalSi cxadi gaxda.
marketingis Teoriis ganviTarebaze didi zegavlena moaxdina 1929-1923
wlebis ekonomikurma krizisma, ris Sedegadac marketingma biznesSi dakarga
gasaRebis Teoriaze orientacia, mniSvnelovnad gaafarTova gamokvlevis
areali da Seexo firmebis funqcionirebis sxvadasxva mxares, gaxda maTi
saqmianobis amsaxveli, moicva produqciis momxmareblisaken moZraobis
mTeli gza. amave etapze xdeba marketingis sakanonmdeblo gaformeba. ase,
magaliTad: 1908 wels Seiqmna marketingis pirveli komerciuli organizacia,
xolo msxvil firmebSi marketingis pirveli samsaxurebi.
biznesis ganviTarebasTan erTad, 1926 wels amerikaSi Seiqmna reklamisa
da marketingis nacionaluri asociacia, ris bazarzec Semdgom daarsda
marketingis amerikuli sazogadoeba, romelic 1973 wels damkvidrda
marketingis amerikul asociaciad ,,AMA’’-s statusiT, igi gamoscems
Jurnals `marketingi~.
amdenad, marketingis sazogadoebebis warmoqmna da reorganizacia,
cvlilebani maTi saqmianobis sferoSi, warmogvidgens masSi mimdinare
Sinagan Zvrebs, moqmedebis arealis gafarToebas, am giganturi nabijebiT
mimdinare mis popularizacias, romelic am process Tan axlda da romlis
ZiriTadi motivatori biznesis sferos ganviTarebaa.
ar SeiZleba, ar daveTanxmoT im WeSmaritebas, rom mecnierebaSi
faseulobiT Rirebulebas iZens mxolod is, risi Seswavla, Semecneba da
gadacema aris SesaZlebeli. amis mecnieruli cda warmodgenilia
marketingis pirvel gamocemaSi, romelic daTariRebulia 1936 wliT.
marketingis pirveli saxelmZRvanelos avtorebi iyvnen niu-iorkios
universitetis maswavleblebi: i.e.egniu, r.g.jenkinsi, d.s. drari. is sakmaod
farTo tiraJiT gamoica grau-hillis gamomcemlobis mier niu-iorkisa da
londonSi. wignis dasaxeleba iyo, marketingis moxazuloba, da mTlianad
exeboda mis rols biznesis ganviTarebaSi.
unda aRiniSnos, rom wignis avtorebma mocemul saxelmZRvaneloSi
marketingi gaaigives distribuciasTan. maTi ganmartebiT, `marketingis, anu
distribuciis cnebaSi igulisxmeba is operaciebi, romlebic dakavSirebulia
saqonlisa da momsaxurebis nakadTan mwarmoeblidan momxmareblamde~.[78,c.3].
279
 aRniSnuli ganmarteba gacilebiT viwrod warmoadgenda marketingis
realur Sinaars, rac bevrad ganpirobebuli a imiTac, rom wignis xelnaweri
ufro adre gaCnda, vidre is ganmarteba, romelic warmodgenili iyo
marketingis maswavlebelTa sazogadoebis mier. 1936 wels sazogadoeba Tavis
dokumentebSi ase ganmartavs marketings: `is moicavs yvela im saqmianobas,
romelic dakavSirebulia saqonlisa da momsaxurebis nakadis
gadaadgilebasTan warmoebis adgilidan momxmareblamde~,[78,c.4]. rac
biznesis erT-erT saboloo mizans Seadgens.
marketingis pirveli saxelmZRvanelos avtorebi, marketingSi gamoyofen
sam ZiriTad sferos:
-warmoebis (materialur faseulobaTa Seqmnis process);
- momxmareblis (materialur faseulobaTa gamogonebis process);
- ganawilebis (gafarToebuli kvlavwarmoebis mizniT, materialur
faseulobaTa realizaciis Sedegebis gamoyenebas).
marketingis pirveli specialistebi cdilobdnen, daekavSirebinaT is
saqonlis kvlavwarmoebis procesTan da ar daeSvaT misi degradacia bazris
saSualebebSi. amasTan, ganixilavdnen ra marketings kvlavwarmoebis
konteqstSi, axdendnen faqtiur gamijvnas e.w. `fizikur~ warmoebasa da
marketings Soris. maT marketingis funqciebad miaCndaT: reklama,
realizacia, informaciis Segroveba, propaganda, asortimentis gafarToeba,
dazRveva da sxva.
msgavsi azri aris gatarebuli 1940 wels gamocemul f. serfeisis da v.
aldersonis wignSi, romelSic marketingis ZiriTad funqciad miCneulia
vaWrobis sferos swori momaragebis organizacia saqonliT.
biznesis wreebis warmomadgenlebi im epoqaSi Rrmad iyvnen
darwmunebulni, rom momxmareblis swori damuSavebis SemTxvevaSi bazarze
SesaZlebelia yvelafris gayidva. specialistebs ki miaCndaT, rom Tu
sworad aris dadgenili moTxovna-miwodeba, saqonlis gayidvis procesi
gacilebiT martivi da naklebad sariskoa. aRniSnuli winaaRmdegobis
mizezebi imaleboda imaSi, rom imdroindel saqmian cxovrebaSi did rols
TamaSobdnen sabirJo agentebi, romlebic yvela meTodiT cdilobdnen
produqciis realizacias.
amave dros, biznesis ganviTarebaze produqciis masobrivi warmoeba da
ganawileba, samomxmareblo bazris gafarToeba, konkurenciis zrda, qmnida
winapirobas marketingis Canafiqris ufro farTo asaxvisaTvis. am
procesebTan dakavSirebulma realizaciis siZneleebma, pirvel rigSi
wamoswia sabazro informaciis gamoyenebis sakiTxi. dromoWmuli aRmoCnda
fordis cnobili principi, romlis Tanaxmadac `momxmarebelma SeiZleba
SearCios nebismieri feris manqana, Tu es feri Savia~. momxmarebelTa
moTxovnilebani gaxda diferencirebuli da Tu mwarmoebels surda mogeba,
an Tundac mewarmeobiTi saqmianobis SenarCuneba, mas unda daekmayofilebina
isini.
masobrivi warmoeba moiTxovda revolucias realizaciaSi. 1936 wels
long-ailendSi gaixsna pirveli TviTmomsaxurebis univermaRi, romelsac
daerqva `supermarketi~. am droisaTvis saqmian wreebSi farTod gavrcelda
is azri, rom supermarketul TviTmomsaxurebas ar gaaCnda perspeqtiva,
radganac ganebivrebuli momxmarebeli ar ityvis uars piradi momsaxurebis
280
sikeTeze. am azris simcdare male gamoCnda, radganac supermarketebma
elviseburad daipyres vaWrobis sfero da arc erTi maTgani ar
gakotrebula.
rogorc biznesis, aseve marketingis Teoriis ganviTarebaSi didi roli
iTamaSa meore msoflio omma. amerikulma ekonomikam ganicada
militarizacia da SezRuda momxmarebelTa moTxovnebi. didi aRmavloba
igrZnoba omis Semdgom aTwleulSi, romelic xasiaTdeboda warmoebis
giganturi winsvliT, samxedro samrewvelo potencialis maqsimaluri
ukugebiT. ormocdaaTian wlebSi aSS-ve samrewvelo potenciali omis wina
wlebTan SedarebiT TiTqmis gaormagda. aman, Tavis mxriv gaaRmava
konkurencia, daiwyo brZola momxmareblisaTvis. mwarmoeblisaTvis cxadi
gaxda, rom momxmarebels, asortimentuli bazris gafarToebis pirobebSi,
gauCnda farTo arCevani. amdenad, samocian wlebSi mniSvnelovani evolucia
ganicada marketingis Sinaarsobrivma datvirTvam. marketingma aiZula
sawarmoebi (samrewevlo da savaWro), mieqciaT yuradReba ara saqonlisaTvis,
raramed momxmareblisaTvis da am safuZvelze aegoT warmoebisa da
realizaciis strategia.
70-ian, 80-ian wlebSi marketingSi moTxovnileba Rrmavdeba, rac
ganpirobebuli iyo Sromis saerTaSoriso danawilebis procesSi rigi
qveynebis, aSS-sa da iaponiis, makordinirebelis funqciis gamoyofasTan,
ramac gacilebiT gaamwvava ekonomikuri winaaRmdegobani am qveynebs Soris.
biznesis sferoSi, daiwyo ulmobeli brZola msoflio bazris
dapyrobisaTvis, ramac, Tavis mxriv, marketings gamouyo axali roli
msoflios biznesis procesebSi.
Tanamedrove literaturaSi sakmaod mravlad aris warmodgenili
marketingis sxvadasxva ganmartebani. yvela isini SeiZleba gaerTiandes or
ZiriTad jgufSi: klasikuri da Tanamedrove, anu ganzogadoebuli.
klasikuris Tanaxmad: marketingi gulisxmobs im biznesmenis saqmianobas,
romelic warmarTavs saqonlisa da momsaxurebis winsvlas mwarmoeblidan
momxmareblamde. [24,c.98]. kiuri da taSnadi aRniSnaven im mWidro kavSiris
arsebobis Sesaxeb, romelic arsebobs marketingsa da samomxmareblo bazars
Soris. maTi azriT - `marketingi bazris Seswavlaze dafuZnebuli
produqciis realizaciis ekonomikuri koncefciaa~ [78,c.10]. unda aRiniSnos,
rom am avtorebisaTvis damaxasiaTebelia realizaciuri midgoma.
marketingis cnebaSi farTod gavrcelda azri, romlis Tanaxmadac, es
aris sawarmos koncefcia, mimarTuli bazris aTvisebisaken. rigi avtorebi
aRniSnaven bazris strategias. am orive mosazrebaSi aris elementebi,
romlebic gamoiyeneba marketingis Tanamedrove gagebaSi. cxadia, rom
sawarmoebma TavianTi biznes-saqmianoba unda warmarTon bazris moTxovnaTa
Sesabamisad, es ki niSnavs, rom isini srulad unda akontrolebdnen
informacias moTxovnis Sesaxeb, amitomac marketingSi unda arsebobdes
mWidro urTierTkavSiri Tanamedrove da momavlis moTxovnebsa da
warmoebiT politikas Soris. marketingis ZiriTad amocanas warmoadgens
momxmarebelTa moTxovnilebis gadayvana produqciisa da momsaxurebis
enaze da am safuZvelze, biznesis meqanizmis Seqmna, romelic dadgeba
moTxovnilebis dakmayofilebis samsaxurSi.

281
 amdenad, zemoT warmodgenil ganmartebaSi ZiriTadia momxmarebelze
orientacia. kompania aRwevs Tavis mizans mxolod momxmareblis
moTxovnilebaTa dakmayofilebis safuZvelze. amasTan, marketingis mizania
ara mxolod moTxovnis zrda, aramed misi miwodebasTan gawonasworeba.
marketingis farTo diapazoni oficialurad aRiara marketingis
amerikulma asociaciam 1985 wels - `marketingi warmoadgens azris Casaxvis,
faswarmoqmnis, ideebis winsvlisa da realizaciis process, romelic
akmayofilebs calkeuli pirovnebisa Tu organizaciis moTxovnebs~55.
aRniSnuli ganmarteba miuTiTebs marketingis moqmedebis sakmaod farTo
diapazonze, ideis Casaxvidan moTxovnis dakmayofilebamde.
rogorc SeniSnaven d.evansi da b.bermani, `marketingi-es aris
organizaciebis, xalxis, teritoriebis saqonelze moTxovnis ganWvreta,
marTva da dakmayofileba~56, rac Seesabameba Tanamedrove biznesis
moTxovnebs.
dReisaTvis ukve cxadia is winaaRmdegobani, romelic wamoiWra
marketingis cnebaSi. avtorTa umetesoba miuTiTebs, rom masSi unda aisaxos
arasawarmoo saqmianobac, sxvebi akritikeben ra amas, aRniSnaven, rom
marketingi dakavSirebulia mxolod saqonlis yidva-gayidvasTan.
b.f.gulriCis azriT: `,marketingi es aris kompaniis moTxovnilebaTa da
survilTa gansazRvris, ganWvretis, samomxmareblo RirebulebaTa Seqmnisa
da resursebis organizaciis procesi, mimarTuli kompaniisa da momxareblis
mogebis zrdisaken, [144,p.89]. rac saboloo jamSi warmoadgens biznesis
mizans.
1954 wels piter drukeri miuTiTebda, rom biznesis warmarTvaSi mTavaria,
momxmareblis moTxovnilebaze orientacia. is wers: `Tu gvinda vicodeT ra
aris biznesi, unda vicodeT misi mizani. arsebobs mxolod erTi swori
ganmarteba biznesis miznisa – es aris momxmareblis Seqmna. Tu ras fiqrobs
firma Tavis produqciaze, es ar aris mTavari, gansakuTrebiT momavali
biznesis warmatebisaTvis. ras fiqrobs momxmarebeli nayid saqonelze, raSi
xedavs igi mis Rirebulebas – ai, es aris mniSvnelovani, is ganmartavs
biznesis Sinaars, mis mimarTulebas da warmatebis Sansebs~.57
amdenad, momxmarebelze orientacia niSnavs ara sawarmoo simZlavreebis
Seswavlas, aramed biznesis interesebis gaTvaliswinebiT bazris
konstruqciis dadgenasa da aqedan gamomdinare, warmoebis strategiis
gansazRvras. aRniSnulidan gamomdinare, firmebma, organizaciebma, xalxma
unda daisaxon is ZiriTadi mizani, romelsac biznesSi unda daeqvemdebaros
yvela Tanmxlebi procesi. es mizani aris ara saqoneli da momsaxureba,
romelic warmoadgens miznis miRwevis mxolod saSualebebs, aramed mogeba.
mTeli samarketingo politika saboloo jamSi mogebis maqsimumizaciisaken
unda iqnes mimarTuli. amaSi mdgomareobs mTavari idea, is arsi, romelsac
efuZneba saqmianoba samarketingo politikis dargSi.
SeiZleba daibados azri, rom samarketingo politika, saboloo jamSi,
produqciis gasaRebis politikaze daiyvaneba – es sakmaod gavrcelebuli da
mcdari Sexedulebaa.
55
AMA Board Approvers New Definition’’, ,,Marketing News’’ (march I, 1985) p.1
56
Дж Р. Эванс, Б. Берман. Маркетинг. М. Экономика, 1990. С. 17
57
Peter Drucker. The Pracrice of Managment (New York. Harper’s Row, 1991) p.37
282
 marketingis filosofia gacilebiT ufro farToa, vidre gasaRebis
filosofia. marketingi moicavs moTxovnilebaTa analizs, igi uzrunveyofs
firmas aucilebeli resursebiT, detalurad swavlobs bazris koniunqturas
da rac mTavaria, zegavlenas axdens moTxovnilebaTa formirebaze, maSin,
rodesac gasaReba aris momxmarebelsa da mimwodebels Soris
ganxorcielebuli aqti da Tu pirvelis daukmayofileblobis SemTxvevaSi
ar aris aucilebeli mTlianad am aqtis cvla, marketingSi cvlilebas
moiTxovs mTlianad procesi da ara misi calkeuli elementebi.
sagulisxmoa, am mxriv, f.kotleris Tavis wignSi moyvanili, msxvili
manqanaTmSeneblis Semdegi ganaazrebi: `me megona, rom Cven vaxorcielebdiT
bizness. Cven gvyavda vice-prezidenti marketingis dargSi, reklamis
kvalificirebuli ganyofileba da marketingis dagegmvis rTuli
procedurebi. yovelive es aRmoCnda motyueba, rodesac dadga Znelbedobis
Jami, me gavige, rom Cven vawarmoebdiT avtomanqanebs, romlebic saWiroa
myidvelebisaTvis, magram Cven ar vreagirebdiT axal moTxovnebze. Cveni
samarketingo saqmianoba Tavisi arsiT iyo msubuqad SeniRbuli gasaReba~58.
amdenad, zemoT mocemuli ganmartebani cxadyofen, rom marketingi
asrulebs rig funqciebs da mas gaaCnia subieqtebi.
marketingis ZiriTad funqciebs Seadgens:
- marketingis garemosa da bazrebis analizi;
- momxmareblis garemosa da bazrebis analizi;
- momxmareblis analizi;
- saqonlis winsvlis analizi da dagegmva;
- fasebis dagegmva;
- marketingis marTva;
- koorporaciis, an organizaciis socialuri pasuxismgeblobis
amaRleba.
marketingis obieqtebs warmoadgenen: produqciis mwarmoeblebi,
vaWrobis sfero, momxmarebeli, marketingis sprecialistebi. sqematurad
es SeiZleba warmovidginoT Semdegnairad (ix. nax.38).

marketingis subieqtebi

warmoeba vaWroba momxmarebeli marketingis

specialistebi

warmoebis
gaerTianebani sabiTumo individualuri
(pirovneba)

koncefciebi sacalo sazogadoebrivi

(organizacia)

58
konsorciumebi
Philip Kotler. From Sales Obsession to Marketing Efectiveness, Harvard Bussiness Review. November 1977. p. 68.
283
 nax. #38. marketingis subieqtebi

marketingis subieqtebi warmoadgenen misi zegavlenis sferos, romelic

sakmaod farTod ganStoebuli struqturiT xasiaTdeba.
marketingi TamaSobs sakmaod didi rols, rogorc sazogadoebis, aseve
calkeuli individis ganviTarebaSi. ase, magaliTad: is mniSvnelovan
zegavlenas axdens cxovrebis doneze, radganac Tavis mxriv, stimuls aZlevs
momxmareblis gemovnebas sasaqonlo asortimentis formirebaze,
faswarmoqmnisa Tu realizaciis politikaze. marketingi xels uwyobs
warmoebis Semsgom ganviTarebas, rameTu axdens mecnierul-teqnikuri
progresis stimulirebas, aiZulebs warmoebas, konkureciul brZolaSi
Seqmnas misTvis saarsebo sfero.
resursuli SezRudvis pirobebSi marketingi aZlevs warmoebas
orientacias maT racionalur gamoyenebaze, iwvevs samuSao drois,
energetikuli da materialuri resursebis xarjvis racionalizacias, da
bolos, marketingi gacilebiT afarToebs komunikabelurobis dones, iZleva
saSualebas, gavxdeT ufro informirebulni mocemul sferoSi, Tvalyuri
vadevnoT yovelgvar sabazro informacias.

XIV. 2. marketingis faqtorebi

yovel warmoebas biznesis sferoSi gaaCnia mizani, aRniSnuli miznis

realizaciaSi gadamWreli roli unda iTamaSos marketingma, rogorc miznis
miRwevis erT-erTma saSualebam. imisaTvis, rom gaverkveT, Tu ra gziT
SeiZleba moxdes yovelive es, aucilebelia davadginoT marketingis
faqtorebi da maTi zegavlenis sfero (ix. nax. 39).
marketingis faqtorebi iyofa sam jgufad: pirveli, romelsac
gansazRvravs warmoeba, meore – warmoebisagan damoukidebeli faqtorebi,
romelTa gaTvaliswineba aucilebelia samarketingo praqtikaSi da mesame, is
faqtorebi, romlebic warmoadgenen marketingis uSualod dakvirvebis
sferos.
warmoebiT gansazRvrul faqtorebs adgens firmis administracia. isini
SeiZleba gaerTiandnen Semdeg qvejgufebSi:

momxmarebeli

warmoebiT gansazRvra
konkurencia

marketingis kanonmdebloba
faqtorebi warmoebisagan
damoukidebeli
ek. mdgomareoba

marketingi mtp-s dinamika

gansazRvruli

komunikaciebi

nax. #39. marketingis faqtorebis klasifikacia

284
 firmis moqmedebis sfero. aq warmodgenilia firmis profili, anu ra
sferoSi ganaxorcielebs is saqmianobas: warmoebis, ganaTlebis Tu sxva
dargSi. teritoriulma sazRvrebma SeiZleba moicvas qalaqi, regioni,
mTlianad qveyana an saerTaSoriso bazari;
saerTo mizani - es aris is davalebebi, romelsac firma adgens Tavisi
struqturuli qvedanayofebisaTvis an filialebisaTvis. is, rogorc wesi,
aisaxeba ekonomikur maCveneblebSi: mogeba, realizaciis moculoba da sxva.
marketingis roli - aRniSnul SemTxvevaSi firma gansazRvravs mis
funqciebs da amocanebs warmoebiT sferoSi. marketingis roli farTod
SeiZleba gamoyenebul iqnas mxolod im SemTxvevaSi, rodesac is aRWurvilia
ZalauflebiT, anu rodesac vice-prezidents marketingis dargSi eZleva
warmoebaSi operatiuli Carevis, samarketingo saqmianobis
ganxorcielebisaTvis yvela resursis mozidvis ufleba. amasTan,
dauSvebelia misi saqmianobis SezRudva winaswardagegmili
pasuxismgeblobis CarCoebSi.
gansakuTrebuli mniSvneloba gaaCnia marketingiT gansazRvrul
faqtorebs, romelTa regulirebis fuqncia mTlianad ekisreba marketingis
samsaxurs. ukanasknelis moqmedebis sfero moicavs: miznobrivi bazris
SerCevas, marketingis miznis dadgenas, marketingis organizacias,
marketingis struqturis dadgenas da samarketingo gegmis gansazRvras.
miznobrivi bazris (momxmarebelTa garkveuli jgufis) dadgena moicavs
or moments: pirveli – SeiZleba SeirCes bazari, anu orientacia aRebul
iqnes ramdenime momxmarebelze da meore – aRebul iqnes mcire segmenti
(momxmarebelTa jgufi). pirvel SemTxvevaSi aiReba marketingis
ganzogadoebuli gegma, meoreSi is unda daeqvemdebaros momxmarebelTa
mcire jgufis intersebs.
marketingis mizani sxvadasxva sferoSi SeiZleba gansxvavebuli iyos;
magaliTad, gasaRebis sferoSi: axali saqonlis momxmarebelTa Zieba, bazris
sferoebis dadgena da sxva. reklamis sferoSi: axali safirmo niSnis
dadgena, saqonlis propagandis saSualebaTa cvla da sxva.
gansakuTrebuli mniSvneloba gaaCnia marketingis organizacias. es aris
samarketingo momsaxurebis sferoSi Sromis funqciuri danawilebis
procesi. marketingis organizaciuli struqtura SeiZleba iyos funqciuri,
rodesac samarketingo samsaxuris funqciuri rgolebi pasuxs ageben
saqonlis moZraobis ama Tu im etapze: momarageba, gasaReba, ganawileba da
sxva; saqonelze orientirebuli, rodesac saqonlis calkeuli jgufis
mixedviT gamoiyofa pasuxismgeblobebi, orientirebuli bazarze, rodesac
funqciur marTvas emateba regionebisa da momxmarebelTa tipebis mixedviT
marketingis marTva. marketingis organizaciis formebi dasavleTis firmebSi
warmodgenilia (nax. 40-ze).

285
 funqcionaluri

vice-prezidenti marketingis dargSi

mmarTveli produqciis
dagegmvis dargSi

mmarTveli saqonlis
moZraobis dargSi

mmarTveli gasaRebis
dargSi

mmarTveli sxva
funqcionalur sferoebSi

saqonelze orientirebuli

vice-prezidenti marketingis dargSi

mmarTveli saqonlis jgufebis

mixedviT

mmarTveli `a~ jgufis mmarTveli `b~ jgufis

saqonlis mixedviT saqonlis mixedviT

bazarze orientirebuli

vice-prezidenti marketingis dargSi

mmarTveli gasaRebis mmarTvelisxva

sferoSi funqcionalur sferoebSi

regionaluri gasaRebis
mmarTveli

CrdiloeTis samxreTis dasavleTis aRmosavleTis

mimarTulebiT mimarTulebiT mimarTulebiT mimarTulebiT
286
 nax. #40. marketingis organizaciuli struqturis tipebi.

marketingis struqtura es aris misi elementebis erTianoba, mimarTuli

saerTo miznis ganxorcielebisaken. struqtura moicavs Semdeg elementebs:
produqts an momsaxurebas; ganawilebas an gasaRebas; moZraobas da fasebs.
marketingis mizania, SearCios am elementTa optimaluri erToba.
saqonlis an momsaxurebis dadgenis dros unda gairkves, Tu ra
dainergos bazarze, saqonlis xarisxi, SefuTva, gansazRvros dro da vadebi,
gasaRebis Sewyvetis dro.
gasaRebis sakiTxebis garkvevisas yuradReba unda mieqces Semdeg
momentebs: ra raodenobis gasaRebis obieqtebs mieyidos saqoneli da sad,
sabiTumo Tu sacalo vaWrobis organizaciebs, realizaciis pirobebs,
mimwodebelTa SerCevas, konkurentebis gasaRebis sistemis Seswavlas.
saqonlis moZraobisas yuradReba unda mieqces: reklamas, gasaRebis
stimulirebas, momsaxurebis dones, reklamaTa Soris drois intervals da
saSualebebs.
fasebis sakiTxSi aucilebelia vicodeT: fasebis done bazrze, maTi
diapazoni; fasebisa da xarisxis urTierTkavSiri, konkurentebis fasebis
dinamika, anazRaurebis pirobebi.
amdenad, marketingis struqturis dadgenis procesS,i marketologma,
aRniSnuli elementebidan gamomdinare, unda aagos misi optimaluri modeli.
imaze, Tu ramdenad sworad aris Sedgenili ukanaskneli, bevrad aris
damokidebuli marketingis Sedegebi.
samarketingo strategiis swori ganxorcielebis magaliTs warmoadgens
fotoaparaturis mwarmoebeli iaponuri firma `kenoni~. igi uSvebs
fotoaparatebs, rogorc damwyebi fotomoyvarulebisaTvis (SedarebiT
martivi konstruqciis, eqspluataciis TvalsazrisiT ar moiTxovs did
codnas, iyideba sacalo vaWrobis qselSi, reklama moTavsebulia sareklamo
yovelTviur JurnalebSi), ise specialistebisaTvis (iyideba specializebul
maRaziebSi, xolo reklama moTavsebulia specialur JurnalSi).
warmoebis gareSe, es is faqtorebia, romlebzedac warmoeba da
marketingis samsaxuri ver axdens arsebiT zegavlenas.
aRniSnulidan gamomdinare, saukeTesod Sedgenili samarketingo
strategiis pirobebSic, warmoebam SeiZleba ver miaRwios sasurvel
Sedegebs, Tu ar akontrolebs am faqtorebs. amitomac aucilebelia maTi
analizi, Seswavla da ganzogadoeba. am faqtorebs miekuTvneba:

momxmarebeli

firmas SeuZlia moaxdinos zegavlena momxmareblis konkretul

moTxovnaze da ara momxmarebelze mTlianad, anu mas SeuZlia,
gaiTvaliswinos iseTi parametrebi, rogoricaa: momxmareblis asaki,
profesia, Semosavlis done, rasobrivi da erovnuli mikuTvneba, ganaTlebis
done da sxva. ase, magaliTad, firmas SeuZlia SeimuSaos bavSvis sakvebis
axali saxeobani, magram mas ar SeuZlia, moaxdinos zegavlena Sobadobaze.
amdenad, marketingis amocanaa, gansazRvros Tu ra axdens zegavlenas
momxmarebelze. rodesac myidveli iZens saqonels, masSi mJRavndeba
287
sxvadasxva Tvisebebi. marketingis amocanaa, daadginos klienturis mier
gadawyvetilebis miRebis wesi. magaliTad: vidre iyidis avtomobils,
klienti ecnoba mis parametrebs, Tvalyurs adevnebs sareklamo baraTebs,
gansazRvravs SefardebiT fass da mxolod Semdgom Rebulobs
gadawyvetilebas. funTuSis yidvis SemTxvevaSi amocana gacilebiT martivad
wydeba. klienti gansazRvavs kvebis dros sasadiloSi, ris mixedviTac xdeba
produqtis SeZena.
amdenad, marketingis mizania, daadginos saqonlis dadebiTi da
uaryofiTi mxareebi, Seiswavlos sazogadoebrivi azri da amis Sesabamisad,
ganisazRvos produqciis warmoebis zrda Tu Semcirebebis aucilebloba.
momxmarebeli unda gaxdes marketolologiisaTvis is barometri, romelic
gansazRvravs aminds produqciis gasaRebis sferoSi.

konkurencia

erT-erTi ganmsazRvreli faqtoria biznesis samarketingo politikis

dargSi. arsebobs ramdenime konkureciuli struqtura. maT Soris unda
gamovyoT: monopolia da oligopolia.
monopoliis SemTxvevaSi, sawarmos gabatonebuli mdgomareoba uWiravs
dargSi. Tavisi saqonlis unikaluri bunebidan gamomdinare, monopolistur
sawarmos, samarketingo politikis swori ganxorcielebis pirobebSi,
SeuZlia mTlianad gaakontrolos bazari. amdenad, marketingis ZiriTad
amocanas aRniSnul SemTxvevaSi warmoadgens SeinarCunos sawarmoo-
monopolistis unikaluri mdgomareoba da ar daeSvas sxva firmebis
gabatoneba mocemul bazarze.
oligopoliis SemTxvevaSi, Aarsebobs ramdenime msxvili sawarmoo,
romlebzec modis dargis produqciis ZiriTadi masa. ase, magaliTad:
amerikis saavtomobilo mrewevelobis 90% modis `jeneral motorsze~,
`fordze~ da `kraislerze~. ukanasknelni udides mniSvnelobas aniWeben
fasebis politikaze dakvirvebas. fasebis awevis SemTxvevaSi, mniSvnelovnad
ecema produqciaze moTxovna da konkurenciul brZolaSi fasebis daweva
piriqiT, iwvevs saqonelze moTxovnilebis zrdas. oligopoliis SemTxvevaSi
konkurentebi eridebian fasebis `omebs~, romlebic saSiSi tendenciiT
xasiaTdebian, cdiloben gamoyon TavianTi produqcia samomxmareblo
bazarze mravalvariantulobis, dizainis da sxva parametrebis srulyofis
gziT. aRniSnul SemTxvevaSi, aucilebelia, konkurentebis samarketingo
strategiis dadgena. sazogadod, unda dazustdes: romel bazars flobs
konkurentis produqcia, konkurentis samarketingo gegma da miznobrivi
bazari, produqciis nimuSebi, konkurentebis upiratesobani, maTi produqciis
momxmarebelTa dakmayofilebis done.

kanonmdebloba

samarketingo politikaze did zegavlenas axdens kanonmdeblobrivi

aqtebis miReba. magaliTad: antialkoholuri kanonis miRebam mniSvnelovnad
SezRuda Sesabamisi profilis sawarmoebis warmoebis masStabi, ramac Tavis
mxriv, zegavlena moaxdina realizaciis procesebze. antimonopoluri
288
kanonmdeblobis funqcionireba zRudavs produqciis gasaRebis masStabebs.
aSS-Si 100 wlis ganmavlobaSi miRebulia federaluri kanonebis sakmaod
didi raodenoba, romlebic aregulireben Tavisufal mewarmeobas. aseTebia:
XX saukunis dasawyisSi mcire biznesis ganviTarebis Sesaxeb sakanonmdeblo
aqtebi, 60-ian, 70-ian wlebSi miRebul iqna momxmareblis uflebaTa damcveli
kanonebi da sxva.
ekonomikuri mdgomareoba

biznesisa da marketingisaTvis didi mniSvneloba gaaCnia momxmareblis

azrs qveynis ekonomikuri mdgomareobis Sesaxeb. Tu momxmarebeli fiqrobs,
rom perspeqtiva sasikeToa, igi SedarebiT naklebad xarjavs Tanxebs, xolo
deficitis SemTxvevaSi adgili aqvs ukuprocesebs.
arsebiTia warmoebis danaxarjebis zegavleba samarketingo politikaze.
ase, magaliTad: mTeli rigi danaxarjebi, iseTebi, rogoricaa: fasebi
nedleulze, masalebze, gadasaxdebis done, saijaro gadasaxadi da sxva,
warmoebis kontrolgareSe procesebs eqvemdebareba. Tu danaxarjebi
izrdeba, mcirdeba marketingis elastiuroba da piriqiT, rodesac
danaxarjebi stabiluria, marketologebis moqmedebis areali farTovdeba.
danaxarjebis zrda iwvevs inflaciuri procesebis ganviTarebas, aman ki
SeiZleba gamoiwvios momxmarebelTa struqturis cvla.

XIV. 3. informacia marketingis

sferoSi

biznesis sistemis efeqtianobis amaRlebisaTvis, manqanebis, fulis,

xalxis, saqmianobis paralerulad, did rols TamaSobs informacia.
aRniSnulidan gamomdinare Cans, rom bazarze damkvidreba sakmaod rTuli
procesia da marketingis qmediTobis koeficienti miT ufro izrdeba, rac
ufro kargad aris Secnobili bazris meqanizmi, Semcirebulia riskis
faqtori.
biznesSi yvelze qmediT daxmarebas riskis faqtoris SemcirebaSi,
misaRebi sabazro programis SedgenaSi, TamaSobs obieqturi informacia
bazris Sesaxeb. informaciis Segrovebis, misi sistematizaciis process
axorcielebs bazris Seswavlis an marketingis ganyofileba.
informaciuli monacemebi SeiZleba iyos ramdenime saxis, amitom
aucilebelia, movaxdinoT maTi diferenciacia:
1. aq Sedis: globaluri masStabis monacemebi :
- ekonomikis marTvis sistema;
- saxelmwifo SekveTebi;
- saerTaSoriso ekonomikuri urTierTobebis sistema;
- informacia fasebis, sakredito politikis, mosaxleobis Semosavlebis
Sesaxeb da sxva.
aRniSnuli saxeobis informacia saSualebas aZlevs sawarmos
gamoavlinos Tavisi sabazro SesaZleblobani, amave dros, mas gaaCnia
SezRudvebi. ase magaliTad: mosaxleobis Semosavlebis Sesaxeb
informacia iZleva masalas samarketingo politikis dagegmvis dargSi,
mave dros, aRniSnul SemTxvevaSi, fasebis sistema warmoadgens garkveul
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 SezRudvas. amdenad, es aris faqtorebi, romlebic unda iqnes
gaTvaliswinebuli, rogorc Sinagan, ise sagareo bazarze. globaluri
informacia ar axdens raime arsebiT zegavlenas gadawyvetilebis
miRebaze.
2. bazris Sesaxeb saerTo da specifikuri monacemebi.
aq Sedis:
- saerTaSoriso politikuri faqtorebi;
- moTxovna-miwodebis monacemebi;
- erovnuli Semosavlis sidide;
- mecnierul-teqnikuri progresis done;
- fasebis indeqsi saSiano da sagareo bazarze;
- mosaxleobis myidvelobiTi unarianoba da sxva.
am momacemebis safuZvelze, SeiZleba gairkves bazris mosalodneli
cvlilebebis mimarTuleba, moTxovnilebaTa cvlis tendencia da sxva.
3. informacia sawarmos doneze (mikrodone).
am tipis informacia iyofa sam qvejgufad: informacia sawarmos Sesaxeb;
informacia momaragebis SesaZleblobebis Sesaxeb da informacia
konkurentebis Sesaxeb.
4. pirvel jgufSi Sedis informacia sawarmoos ekonomikuri da
teqnikuri ganviTarebis Sesaxeb. aq aRsaniSnavia:
- sawarmoo simZlavreebis Sesaxeb informacia;
- informacia samuSao Zalis Sesaxeb;
- produqciis samomxmareblo Tvisebebi da teqnikuri done da sxva.
mocemuli qvejgufis maCveneblebi metyveleben sawarmoo potencialze.
marketingisaTvis am saxeobis informacias gansakuTrebuli mniSvneloba aqvs.
magaliTad: axali saqonlis gamoCena bazarze unda iyos dakavSirebuli
sawarmoo simZlavreebis rezervTan. Tu bazarze saqonlis moTxovnileba
izrdeba, sawarmoSi unda arsebobdes misi gamoSvebis zrdis SesaZlebloba.
am TvalsazrisiT, saintereso magaliTi mohyavs iSvanne xofmas Tavis wignSi
_ `marketingi~. avtori wers, rom ungreTSi axali xelis malamos `xelia-d-
s~ gamoCenam da sakmaod kargma reklamam gazarda misi popularoba
momxmarebelSi, Sesabamisad, gaizarda moTxovna. malamos gamomSvebi sawarmo
moumzadebeli aRmoCnda am moTxovna dakmayofilebisaTvis, ramac ganapiroba
bazarze aRmocenebuli deficiti, xolo, rodesac malamo sakmao
raodenobiT gamoCnda, man dakarga popularoba. [78,c.15].
5. informacia momaragebis bazris Sesaxeb warmoadgens amosavals
sawarmoTa sameurneo saqmianobis normaluri warmarTvisaTvis. momaragebis
bazari aris sawarmos nedleuliT, masalebiT, naxevarfabrikatebiT
momaragebis wyaro, amitom masze aris damokidebuli produqciis warmoebac
da realizaciac.
aRniSnuli saxeobis informacia SeiZleba iyos miRebuli winaswar
gancxadebaze, mimwodebelTa sareklamo, dargobriv, publikaciaze
Tvalyuris devnebiT. sabiTumo vaWrobebis, sabirJo urTierTobebis
dadgeniT.
6. informacia konkurentebis Sesaxeb moiTxovs gansakuTrebul
yuradRebas. aq aucilebelia, Seswavlil iqnes:
- bazarze arsebuli konkurentebi;
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 - potenciuri konkurentebi.
pirvel SemTxvevaSi, Seswavlilia ramdenime sakiTxi:
1. rogoria konkurentis strategia (warmoebis gafarToeba, bazris
SenarCuneba Tu sxva);
2. rogoria konkurentis mdgomareoba bazarze (stabiluri, cvalebadi);
3. maTi susti da Zlieri mxreebi (asortimenti, teqnikuri done,
inovaciuri politika);
4. maTi mdgomareoba momavalSi (modernizacia, asortimentis
gafarToeba da sxva);
5. maTi moqmedeba bazarze (gadaxdis pirobebi, reklama, fasebis
politika da sxva).

Tu dazustda aRniSnuli sakiTxebi, SesaZlebelia konkurentebis

moqmedebis programis Sedgena, romelic mogvcems maTi sabazro sistemaSi
SezRudvis SesaZleblobas.
SedarebiT rTulia potenciur konkurentebze dakvirvebis procesi,
romlebic bazarze spontarnurad Cndebian. aq aucilebelia, yuradReba
mieqces gamokvlevebis perspeqtiul mimarTulebebs da maTi danergvis
SesaZleblobebs.
7. sakmaod rTulia momxmareblis Sesaxeb informaciis Segroveba. aq
aucilebelia, dadgindes Semdegi sakiTxebi:
- ra unda momxmarebels;
- ra faqtorebi zemoqmedebs moTxovnilebaze;
- ra moTxovnebs uyenebs momxmarebeli reklamas;
- ra moTxovnas uyenebs momxmarebeli produqcias da momsaxurebas.
moTxovnaze moqmed faqtorebSi unda gamoiyos: fasi, msyidvelunarianoba,
mosaxleobis simWidrove, struqtura, tradiciebi da sxva.
samarketingo gamokvlevebSi gadamWrel rols TamaSobs informaciis
swori mokvleva, Segroveba da analizi. samarketingo gamokvleva
gulisxmobs konkretuli problemis dasmas, mis garSemo informaciis
Segrovebas, analizs da gamokvlevis Sedegebis gamoyenebas. amdenad, es aris
procesi, romelic moicavs samarketingo politikis etaps konkretuli
problemis dasmidan rekomendaciebis miRebamde da maT realizaciamde.
samarketingo gamokvlevebis procesi moicavs rig operaciebs. (ix. nax. #4).
amdenad, samarketingo gamokvlevebis procesi mimdinareobs garkveuli
TanamimdevrobiT. problemis dasmis Semdgom, aucilebelia meoradi
informaciis Segroveba da sistematizacia. rac Seexeba pirvelad
informacias, misi Segroveba aucilebelia mxolod im SemTxvevaSi, Tu
meoradi informacia ar iZleva amomwurav monacemebs gadawyvetilebebis
miRebisaTvis.
meoradi informacia, es aris monacemebi, romlebic wina etapze
gamoiyeneboda samarketingo gamokvlevebSi. amitom is moiTxovs
sistematizacias, daxvewas, winaswardasmuli, axali problemis gadawyvetis
mizniT.
meorad informacias gaaCnia rigi dadebiTi mxareebi, romelTa Soris
unda gamoiyos:

291
 problemis dasma da gansazRvra

meoradi informaciis Segroveba da sistematizacia

pirveladi informaciis Segroveba da sistematizacia

informaciis analizi

rekomendaciebis gacema

miRebuli Sedegebis danergva

nax. 41 samarketingo gamokvlevebis procesi

misi wyaroebi SedarebiT iafia, radganac ar moiTxovs informaciis

sakuTriv firmis mier Segrovebas (dargobrivi, statistikuri monacemebi,
perioduli gamocemebi da sxva).
informacia SeiZleba Segrovdes SezRudul droSi, zedmeti danaxarjebis
gareSe. xSir SemTxvevaSi, arsebobs informaciis ramdenime wyaro, rac
iZleva monacemTa Sedarebis, dazustebis saSualebas.
am dadebiTi mxareebis paralerulad, meorad informacias gaaCnia rigi
naklovanebebisa:
meoradi informacia aris saerTo monacemebis matarebeli, xSir
SemTxvevaSi - zogadi (es aisaxeba imiT, rom Tavdapirvelad Segrovili iyo
sxva miznebisaTvis). naklovanebas warmoadgens isic, rom am saxeobis
informacia aris moZvelebuli (wina wlebSi Segrovili monacemebi ar
asaxaven saanalizo periods. ase, magaliTad: mosaxleobis aRwera amerikaSi
10 weliwadSi erTxel warmoebs, amitom es monacemebi garkveulwilad
pirobiTia).
monacemebis Segrovebis meTodologia, rogorc wesi, ucnobia, ris gamoc
aucilebeli xdeba misi obieqturobis dazusteba. xSir SemTxvevaSi
monacemebi SeiZleba iyos winaaRmdegobrivi, rac damatebiT moiTxovs
pirveladi informaciis Segrovebas.
meoradi informacia SeiZleba iyos ori saxis: Sinagani da garegani.
Sinagani SeiZleba mopovebul iqnes Sidasafirmo monacemebis saxiT, garegani
– firmis gareT arsebul wyaroebSi.
Sinagani meoradi informaciis dadgenis procesSi marketologi ecnoba
ekonomikur maCveneblebs: mogebis dones, calkeuli saxeobis produqciis
realizaciis maCveneblebs kooperaciul miwodebebs, maragebis raodenobas
da sxva. amdenad, am momacemebis dinamikaSi Seswavla, maTi analizi da
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ganzogadeba, iZleva sxva Tanabar pirobebSi marketologis mier momavali
warmoebisa da realizaciis saSualebas, firmis mogebis prognozis
SedgenisaTvis.
Tu Segrovili informacia ar iZleva imis saSualebas, rom gakeTdes
sabolo daskvnebi, marketologi mimarTavs garegani informaciis Seswavlas.
ukanaskneli SeiZleba iyos oficialuri da araoficialuri.
oficialurebs miekuTvneba mTavrobis mier gamoqveynebuli statistikuri
informacia: fasebis, valutis kursis, mosaxleobis msyidvelobiTi
unarianobis da sxvaTa Sesaxeb.
araoficialuri informacia SeiZleba gavrceldes sami wyaros meSveobiT
esenia: perioduli gamocemebi, wignebi, monografiebi da sxva
araregularuli gamocemebi.
perioduli gamocemebi moicavs marketingis sxvadasxva aspeqtebs. isini
gamodian da vrceldebian xelmomwerebze.
wignebi, monografiebi da sxva araregularuli gamocemebi, vrceldeba
sacalo wignebis vaWrobis sistemaSi da gamiznulni arian marketingis
dargSi horizontis gafarToebisaken.
ukanasknel periodSi, Cvens qveyanaSi Seiqmna komerciuli momsaxurebis
organizaciebi, romlebic garkveul safasurad SemkveTebs, marketingis
dargSi awvdian informacias.
im SemTxvevaSi, Tu meoradi monacemebi sakmarisi ar aris amocanis
gadasawyvetad, aucilebli xdeba pirveladi monacemebis Segroveba.
pirveladi monacemebi warmoadgenen dakvirvebis momentSi miRebul
informacias. pirvelad monacemebs gaaCniaT rigi dadebiTi da uaryofiTi
Tvisebebi.
maT principul Rirsebas warmoadgens is, rom Segrovebis meTodologia
cnobilia warmoebisaTvis da mis mier kontrols qveS imyofeba:
monacemebi aris advilad mosapovebelia da SesaZlebelia, dafarul iqnes
konkurentebisagan;
ar arsebobs winaaRmdegobani sxvadasxva wyaroebiT miRebul monacemebs
Soris;
maRalia maTi saimedoobis done.
pirvelad monacemebs gaaCniaT uaryofiTi mxareebic. aq aRsaniSnavia:
pirveladi monacemebis Segrovebam SeiZleba moiTxovos sakmaod didi
dro;
isini moiTxoven materialur danaxarjebs;
rigi informacia SeiZleba SezRuduli iyos mopovebis TvalsazrisiT da
sxva.
mas Semdeg, rac miRebulia gadawyvetileba pirveladi monacemebis
Seswavlis Sesaxeb, aucilebelia gamokvlevis gegmis Sedgena. gegma unda
moicavdes Semdeg sakiTxebs:
vin agrovebs monacemebs?
aRniSnul SemTxvevaSi sawarmoom SeiZleba damoukideblad Caataros
gamokvleva, an moizidos am mizniT specializebuli organizacia.
ra informacia unda iqnes Segrovili?

293
 informaciis saxeebi uSualod gamomdinareoben samarketingo
amocanebidan, anu damokidebulni arian imaze, Tu samarketingo politikaSi
ra sakiTxi ainteresebs sawarmos.
vin an ra unda iqnes Seswavlili?
aq, upirveles yovlisa, unda dazustdes dakvirvebis obieqti. analizi,
rogorc wesi, dakavSirebulia an momxmarebelTan (arsebuli, potenciuri da
sxva) an sawarmos muSakebTan (xelmZRvanelebi, muSebi da sxva personali) an
gasaRebis wyaroebTan (sacalo da sabiTumo vaWroba, brokeruli firmebi
da sxva).
meore, aucilebelia, davadginoT dakvirvebis obieqtTa SerCevis wesi. aq
arsebobs ori midgoma: albaTuri da determinirebuli. pirvel SemTxvevaSi
dakvirvebis yvela elementi albaTurad SeirCeva. ase, magaliTad:
mkvlevarebs SeuZlia SearCion yoveli 25 abonenti satelefono cnobarSi.
meore SemTxvevaSi, mkvlevari irCevs dakvirvebis obieqtTa jgufs. mag: 100
kaci produqciis gasaRebis raionSi.
ra meTodebiT SeiZleba Catardes dakvirveba?
arsebobs pirveladi informaciis Sekrebis oTxi ZiriTadi meTodi:
gamokiTxva, dakvirveba, eqsperimenti, imitacia.
gamokiTxvis SemTxvevaSi xdeba mosaxleobis azris sistematuri
Seswavla telefoniT an anketuri meTodebiT.
gamokiTxva SeiZleba iyos araanonimuri da anonimuri. pirvel
SemTxvevaSi abonentisaTvis cxadia gamokiTxvis mizani, meoreSi is misTvis
ar aris cnobili. anonimuri gamokiTxva gacilebiT obieqturi informaciis
miRebis saSualebas iZleva. nax. 42-ze warmodgenilia anonimuri da
araanonimuri SekiTxvebi).
gamokiTxvis Sedegebi SeiZleba aisaxos semantikuri diferencialSi.
semantikuri diferenciali sqematurad asaxavs gamokiTxvis Sedegebs.
amdenad, is iZleva saanalizo obieqtebis mkafio Sedarebis saSualebas.

294
 anonimuri
araanonimuri

1. ratom yidulobT sportul 1. rogor fiqrobT, ratom

tanisamoss?
2. ra faqtorebs iTvaliswinebT
tanisamosis SeZenisas?
3. aris Tu ara TqvenTvis
mniSvnelovani firmmis prestiJi
sportuli tanisamosis SeZenisas?
4. CemTvis mniSvnelovania
sportuli tanisamosi SeZenisas:
- feri;
yidulobs mosaxleoba
sportul tanisamoss?
2. ra faqtorebs iTvaliswinebs
mosaxleoba sportuli
tanisamosis SeZenisas?
3. fiqrobs Tu ra mosaxleoba
sportuli tanisamosis
SeZenisas firmis prestiJze?
4. Cemi azriT, mniSvnelovania
mosaxleobisaTvis
sportuli tanisamosis
SeZenisas:

- modeli;
- feri;
- firmis dasaxeleba;
- modeli;
- cveTisadmi medegoba;
- firmis dasaxeleba;
- elastiuroba;
- cveTisadmi medegoba;
- moxerxebuloba;
- elastiuroba;
- moxerxebuloba;

nax. 5. anonimuri da araanonimuri gamokiTxvis anketa

semantiuri diferencialis magaliTi warmodgenilia nax. 43-ze. aRniSnul

SemTxvevaSi mocemulia axali modifikaciis televizoris maxasiaTeblebi.
`g~ diagramasTan urTierTSexebis wertilebi asaxaven im saSualo
maCveneblebs, romlebic misaRebia samive variantisaTvis.
dakvirvebis meTodi warmoadgens analitikur meTods. aRniSnul
SemTxvevaSi ar xdeba mosaxleobis gamokiTxva, aramed afaseben momxmarebels
gayiduli qviTrebis mixedviT, an xdeba masze dakvirveba SeniRbuli kameriTa
Tu sarkiT.

295
 A B C

Zviri -- - - - - - - - - - - - -1 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - iafi

axali
modifikaciis - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - konservatiuli

dabal-
xarisxiani- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -maRalxarisxiani

mimzidveli- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - aramimzidveli

maRali dabali
prestiJis- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - prestiJis

kargad
cnobili- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -ucnobi

ar Seesaba- Seesabameba
meba fass- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - fass

saimedo- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -arasaimedo

remontv- araremontvar-
argisiani- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -gisiani

advilad Znelad
saSovni- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - saSovni

nax. 43. feradi televizoris semantikuri diferenciali

`A~ - mocemuli sawarmos marka
` B ~ - konkurentis marka
` C ~ - idealuri Sefaseba.
eqsperimentis SemTxvevaSi, xdeba marketingis erT-erTi faqtoris cvla
(magaliTad, reklamis, SefuTvis da sxva), sxva elementebi xelSeuxebelia.
magaliTad: Tu gvinda SevafasoT saqonlis SefuTvis siswore, axali
variantebi aucilebelia, gaigzavnos ramdenime maRaziaSi, sadac igive
saqonlis realizacia xdeba Zveli variantiT. realizaciis maCvenebeli
warmoaCens axali variantis saqonliT vaWrobis miza-nSewonilobas.
eqsperimentis dadebiTi mxare aris is, rom igi adgens mizez-Sedegobriv
kavSirs, misi struqtura da Catarebis aucilebloba atarebs sistematur
xaisTs. uaryofiTi ki aris is, rom moiTxovs did danaxarjebs da ar iZleva
marketingis yvela faqtoris gaTvaliswinebis saSualebas.
imitacia aris egm-is gamoyenebaze orientirebuli meTodi, romlis
ZiriTad mizans warmoadgens samarketingo warmodgena saimitacio modelis
saxiT da ara realuri (konkretul) masalaze dayrdnobiT. misi mTavari
uaryofiTi mxare aris is, rom igi eyrdnoba pirobiT masalas da iZleva
saorientacio Sedegebs.
ramdenia gamokvlevis Rirebuleba?
aRniSnul SemTxvevaSi, unda gaanalizdes gamokvlevebze saerTo da
konkretuli danaxarjebi. mocemul pirobebSi didi mniSvneloba gaaCnia

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SedarebiTi ekonomikuri efeqtianobis dadgenas. magaliTad, Tu gamokiTxvis
Sedegad gatarebuli RonisZiebebis safuZvelze, SefuTvis gaumjobeseba
iZleva damatebiT mogebas, maSin misi Catareba aucilebelia. am
gadawyvetilebis misaRebad ki unda Sefasdes gamokiTxvaze danaxarjebi da
gadawyvetilebis miRebis Sedegad mogebis zrda.
rogori iqneba informaciis Sekrebis dro?
aRniSnul SemTxvevaSi, mkvlevarma operatiulad unda gansazRvros is
dro, romlis ganmavlobaSi mimdinareobs Sesaswavli obieqtis gamokvleva.
magaliTad: telefoniT da anketur gamokiTxvas gacilebiT naklebi dro
unda, vidre dakvirvebas da eqsperiiments.
sad da rodis unda Segrovdes informacia?
aq mkvlevarma unda gansazRvros informaciis saxeoba (gare Tu Sida
informacia) da samuSaos dawyebisa da damTavrebis dro.
mas Semdeg, rac informacia Segrovilia, aucilebelia, Catardes misi
analizi. Tavdapirvelad xdeba blankebis kodireba da daTvla, xolo
Semdgom Seswavla. kodireba gulisxmobs yvela blankis danomrvas, xolo
pasuxebi klasificirdeba. analizi xdeba pasuxebis Sefasebis safuZvelze, am
mizniT gamoiyeneba statistikuri meTodebi.
bolo etaps warmoadgens rekomendaciis gacema. rekomendaciaSi
igulisxmeba – mocemuli sawarmos samarketingo politikis Sesaxeb
daskvnebi da winadadebebi. isini, rogorc wesi, werilobiTi saxiT formdeba
da waredgineba administracias.

XIV. 4. strategiuli dagegmva da marketingi

marketingis faqtorebis kvlevis procesSi aRiniSna, rom isini SeiZleba

iyos warmoebiT gansazRvruli, warmoebisagan damoukidebeli da marketingiT
gansazRvruli. aRniSnuli faqtorebis koordinaciisaTvis da am safuZvelze
biznesis – gadawyvetilebaTa miRebis mizniT, gamoiyeneba strategiuli
dagegmva. amdenad, strategiulma dagegmvam unda gasces pasuxi Semdeg
ZiriTad sakiTxebs _ risTvisac aris aucilebeli cvlilebani biznesis
politikaSi, vin agebs pasuxs mT realizaciaze da rogor unda
ganxorcieldes es cvlilebani.59
strategiul dagegmvas marketingis sistemaSi axasiaTebs rigi
Taviseburebebisa:
- strategiuli dagegmva sruliad eyrdnoba samarketingo informacias;
- marketingis gegma iTvaliswinebs dagegmvis grZelvadian da
moklevadian Sedegebs;
- strategiuli dagegmva iTvaliswinebs situaciuri analizis monacemebs;
- gegmas adgenen strategiuli sameurneo qvedanayofebi.

strategiul dagegmvas gaaCnia rigi upiratesobebisa, romelTa Soris

aRsaniSnavia: jer erTi – mis safuZvelze SesaZlebeli xdeba, ganisazRvros
warmoebis moqmedebis strategia; meore – is iZleva saSualebas, davadginoT

59
David W. Gerakl E. Hills, Robert B. Woodrubb. Marketing Decition Making: Concept and strategy, Revissed Edition
(Hoomewood III.:Rechord D. Irwin 1980)p. 448
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 warmoebis calkeuli funqciuri rgolis amocanebi samarketingo politikis
dargSi, romlebic gamomdinareoben saerTo miznidan; mesame – gamomdinare
komkurentebis SesaZleblobebidan, strategiuli dagegmva iZleva
saSualebas, ganvsazRvroT mocemuli warmoebis Zlieri da susti mxareebi;
meoTxe – strategiuli dagegmva iZleva saSualebas, ganisazRvos
samarketingo politikis alternatiuli variantebi.
marketingis gegmebi SeiZleba diferencirebul iqnes ramdenime niSnis
mixedviT: moqmedebis dros, moqmedebis masStabisa da SemuSavebis meTodebis
mixedviT (ix. nax. 47).
moqmedebis drois mixedviT, marketingis gegmebi iyofa:
-moklevadian (erT wlamde);
-saSualovadian (oridan xuT wlamde);
-grZelvadian (xuTidan aT an TxuTmet wlamde) gegmebad.
moklevadiani da saSualovadiani marketingis gegmebi imiT gansxvavdeba
grZelvadianisagan, rom isini warmogvidgebian ufro detalizebulad. maTSi
aisaxeba calkeul produqciaze samarketingo strategiis miznebi, amocanebi,
mosalodneli Sedegebi da sxva. maSin, rodesac xangrZlivi, anu
grZelvadiani gegmebi SedarebiT zogadi da prognostikuri maCveneblebis
Semcvelia.
moqmedebis masStabiT, marketingis gegmebi iyofa saxeobebad:
- gegma ZiriTadi saxeobis produqciaze;
- gegma mTlianad yvela saxeobis produqciaze.
rogorc wesi, mwarmoeblebi iyeneben samarketingo gegmas yvela saxeobis
produqciaze, radganac is iZleva saSualebas, ganisazRvros produqciis
warmoebis misaRebi nomenklatura.

marketingis gegmebi

moqmedebis droiT moqmedebis SemuSavebis

masStabiT droiT

moklevadiani ZiriTadi zemodan qvemoT

saxeobis
produqciaze

saSualovadiani qvemodan zemoT

grZelvadiani yvela saxeobis

produqciaze

nax. 44. marketingis gegmebis klasifikacia

298
 marketingis gegmebis SemuSavebis procesSi gamoiyeneba ori meTodi: a)
qvemodan zemoT; b)zemodan qvemoT.
pirvel SemTxvevaSi, marketingis miznebi, strategia, danaxarjebi da sxva.
ganisazRvreba qvemodan mowodebuli informaciis safuZvelze, anu mis
ZiriTad wyaros warmoadgens gamyidvelebis, realizaciis ganyofilebis
TanamSromlebis, marketingis samsaxuris mier mowodebuli monacemebi.
qvemodan SemuSavebuli gegmebi aris ufro realisturi, isini dadebiTad
zemoqmedeben koleqtivis moralur-fsiqologiur klimatze (radgan
koleqtivis urTierTdakavSirebuli rgolebi monawileoben maT
DSemuSavebaSi). amasTan, warmoiSoba garkveuli siZneleebi am gegmebis
koordinaciis procesSi.
aRniSnuli saxeobis siZneleebs moklebulia gegmebi, romelTa SemuSaveba
xdeba zemodan qvemoT. aRniSnul SemTxvevaSi, centralizebulad imarTeba
samarketingo dagegmvis procesi, romelic emorCileba centralizebul
marTvasa da koordinacias. sawarmos administracia gansazRvravs
marketingis saerTo miznebsa da amocanebs, xolo funqciuri samsaxurebi –
reklamas, marketings.
am miznebidan gamomdinare, adgenen moqmedebis strategias.
strategiulma dagegmvam unda uzrunveyos marketingisa da warmoebis
funqciuri samsaxurebis Sewonasworebuli moqmedeba. amis miRweva rTulia,
radganac funqciuri samsaxurebis miznebi da amocanebi gansxvavdeba
marketingis miznebisagan, rac xSir SemTxvevaSi iwvevs, maT Soris
konfliqturi situaciis warmoSobas. ase, magaliTad: warmoebis funqciuri
samsaxurebi miiswrafvian produqciis masobrivi warmoebisaken (warmoebis
samsaxurebi); sawarmos stabiluri biujetisaken (safinanso samsaxuri);
SezRuduli nomenklaturisaken (sakonstruqcio samsaxuri) da sxva. maSin,
rodesac marketingi moiTxovs produqciis nomenklaturis mudmiv cvlas,
seriulobis SezRudvas da sxva.
aRniSnulidan gamomdinare, warmoebis xelmZRvanelobis mTavar mizans
warmoadgens Seamciros is winaaRmdegobani, romlebic warmoiSoba
samarketingo da sxva samsaxurebs Soris erToblivi gadawyvetilebebis
miRebis procesSi, amis miRweva ki SeiZleba:
- problemis erToblivi ganxilviTa da qvedanayofebs Soris kontaqtis
gafarToebis stimulirebiT;
- im kadrebis SerCeviT, romlebic aerTianeben codnas marketingsa da
warmoebis sferoSi;
- sxvadasxva funqciuri jgufebis SedgeniT, samarketingo politikis
dargSi erTiani gadawyvetilebis miRebis mizniT.

3.3. strategiuli dagegmvis etapebi

strategiuli dagegmva moicavs Svid urTierTdamakavSirebel etaps:

1. biznesSi sawarmos miznebis gansazRvra; 2) strategiuli sameurneo
qvedanayofebis Seqmna; 3) marketingis miznebis dadgena; 4) situaciuri
analizi; 5) marketingis strategiis gansazRvra; 6) taqtikis realizacia; 7)
dakvirveba Sedegebze.

299
 strategiuli dagegmvis logika warmodgenilia nax. 48-ze

sawarmoo miznebis gansazRvra

strategiuli sameurneo qvedanayofebis Seqmna

marketingis miznebis dadgena

situaciuri analizi

marketingis strategiis gansazRvra

taqtikis realizacia

dakvirveba Sedegebze

nax. 48. strategiuli dagegmvis logika

strategiuli dagegmvis process erToblivad axorcieleben sawarmos

xelmZRvaneloba da samarketingo samsaxuri. ganvixiloT strategiuli
dagegmvis etapebi:

biznesSi sawarmos amocanebis gansazRvra

biznesSi sawarmos ZiriTad mizans warmoadgens iseTi saxeobis

produqciis warmoeba, romelic saSualebas miscems mas, xangrZlivad
daimkvidros adgili samomxmareblo bazarze. amdenad, bizneSi sawarmos
miznis swor dadgenas, mis orientacias maRal samomxmareblo Tvisebebis
produqciis warmoebaze arsebiTi mniSvneloba aqvs. sawarmos miznis swori
gansazRvris magaliTs warmoadgens korporacia (3m). misi warmoebis ZiriTad
sagans warmoadgens sawarmoo da samomxmareblo, sainformacio da
eleqtronuli teqnologiebis Seqmna. amis paralerulad, is awarmoebs iseT
sxavadasxva profilis produqcias, rogoricaa: videokasetebi,
videomagnitofonebi, qirurgiuli tanisamosi. amdenad, firmis saqminoba
moicavs ara marto teqnologiur gamokvlevebs, aramed farTo sawarmoo
saqmianobasac, rac bunebrivia, qmnis karg wanamZRvrebs imisaTvis, rom man
daimkvidros bazarze myari adgili ara marto mocemul momentSi, aramed
momavalSic.
mas Semdeg, rac dadgenilia warmoebis mizani, aucilebelia strategiuli
sameurneo qvedanayofebis formireba. aRniSnuli struqturuli erTeuli
gulisxmobs im qvedanayofebs an ganyofilebebs, romlebic samarketingo
strategiul gegmazea mocemuli bazris farglebSi.
300
 mocemuli strategiuli erTeuli warmoadgens marketingis strategiuli
gegmis realizaciis ZiriTad mamoZravebels, amitom misTvis
damaxasiaTebelia: orientacia konkretulobaze, zusti miznobrivi bazari,
resursebze kontroli da sakuTari strategia.
strategiuli sameurneo qvedanayofebis koncefcia pirvelad
SemuSavebuli iyo 1971 wels firma `makkinsis~ mier kompania `jeneral
eleqtrikisaTvis~. am periodSi am kompaniam TavisTvis Seqmna 30-mde
strategiuli sameurneo qvedanayofi.

marketingis miznebis dadgena

yvela strategiulma sameurneo qvedanayofma unda daadginos

samarketingo saqminobis miznebi. isini SeiZleba aisaxos, rogorc
raodenobriv (realizaciis moculoba, mogebis zrdis procenti da sxva),
aseve xarisxobriv (inovaciuroba, saxeoba da sxva) maxasiaTeblebSi.
sawarmos, samarketingo mizani aerTianebs, rogorc raodenobriv, ise
xarisxobriv maCveneblebs. gamocdileba cxadyofs, rom im sawarmoebSi,
romlebic uSveben samrewvelo daniSnulebis produqcias, umTavres
samarketingo miznebs Seadgens mogebis zrda, realizaciis stimulireba,
optimaluri fasis dadgena, momxmareblis sagnebisaTvis ki - mogebis zrda,
realizaciis stimulireba, produqciis asortimentis cvla da sxva.

situaciis analizi

situaciis analizis procesSi firma gansazRvravs marketingis Sesa-

leblobebs da im problemebs, romlebsac is SeiZleba waawydes
samarketingo politikis dargSi.
situaciuri analizi (Sinagani revizia) tardeba weliwadSi orjer da
misi mizania, Seadginos erTgvari `fotografia~. firmis samarketingo
saqmianobis situaciuri analizis mizania: Catarebuli samuSaoebis Sefaseba,
warmatebebisa Tu warumateblobis mizezebis dadgena, momuSaveTa
kompetenturobis Sefaseba da maTi saqmianobis efeqtianobis gansazRvra.
analizis procesSi unda Seswavlil iqnes: sasaqonlo bazrebi;
momxmareblebi; konkurentebi; gare atmosfero; marketingis miznebi da
programa; programis uzrunveyofis done; saqoneli; faswarmoqmna;
saqonelmimoqceva; gasaReba; reklama.
bazrebis analizis procesSi unda dadgindes: romel bazarze gadis
saqoneli; gasvlis moculoba; ganviTarebis prognozi.
momxmareblis analizi moicavs: damokidebuleba saqonlisadmi; Sesyidvis
prognozebs da mosalodnel masStabebs.
konkurentebis Seswavlis procesSi _ vin aris ZiriTadi konkurenti;
konkurentis formebi; konkurentis xvedriTi wili bazarze; konkurentuli
brZolis meTodebi; konkurentebis ganviTarebis perspeqtivebi.
gare samyaros Seswavla moicavs: mecnierebisa da teqnikis cvlis
tendenciebs; ekonomikur faqtorebs; situacias qveynis politikaSi da
ekonomikaSi; kanomdeblobis cvlas.
301
 marketingis miznebi moicavs: moklevadiani da grZelvadiani perspeqtivis
analizs; produqciis warmoebisa da moxmarebis dabalansebas.
marketingis programis kvlevis procesSi unda gairkves: firmis saerTo
strategia; marketingis miznis miRwevis albaToba; miznis miRwevis
saSualebaTa analizi.
saqonlis analizi moicavs: misi cxovrebis ciklis Seswavlas; bazrebisa
da regionebis mixedviT, konkurentunarianobas; asortimentul politikas,
warmoebidan saqonlis moxsnas da mizezebis dadgenas.
faswarmoqmnis analizisas unda gaviTvaliswinoT: ramdenad asaxavs fasi
warmoebis danaxarjebs; fasebis cvlilebis tendencia; reaqcia
konkurentebis mier fasebis cvlaze.
saqonelmimoqcevis kontroli moicavs: transportirebis sistemis
analizs; sawyobebisa da sabiTumo bazrebis saqmianobis Seswavlas;
saqonelmimoqcevaze danaxarjebis dadgenas.
reklamis analizisaTvis unda Seiswavlon: reklamis mizani, saSualebebi;
zemoqmedebis done; aqtiuroba; ukugeba.
marketingis strategiis gansazRvra gulisxmobs miznobrivi bazris
dakmayofilebis mizniT marketingis struqturis formirebas.
marketingis struqtura orientirebuli unda iyos iseT ZiriTad
elementebze, rogoricaa: produqciis dagegmva, gasaReba, moZraoba, fasi,
amdenad, yvela am elementis mimarT, unda SemuSavdes individualuri
strategia.
marketingis strategia unda iyos maqsimalurad gasagebi. ase, magaliTad:
axali produqciis strategiis dagegmva unda iTvaliswinebdes sawarmoo da
droiT grafikebs, pasuxismgeblebs, produqciis moZraobis uzrunvelyofas
da sxva.
strategiis dadgenis procesSi sasurvelia, arsebobdes ori an meti
varianti. ase, magaliTad: sawarmos produqciis bazarze xvedriTi wilis
gadideba SeiZleba miRweul iqnes ramdenime gziT: reklamis intensivobis
zrdiT, axali modelebis SemoRebiT, gasaRebis masStabebiT da sxva. yvela
alternatiuli varianti marketologs aZlevs misi SemoqmedebiTad
ganviTarebis saSualebas.
strategiuli dagegmva metad rTuli procesia, amitomac ganviTarebul
qveynebSi gamoiyeneba strategiuli dagegmvis mravali meTodi. ganvixiloT
zogierTi maTgani:
saqoneli bazris matricis Sedgena:
aRniSnuli saxeobis matrica gulisxmobs produqciis gasaRebis zrdis
mizniT oTxi ZiriTadi amocanis gadawyvetas: bazarze SeRwevas, bazris
ganviTarebas, saqonlis SemuSavebas da diversifikacias (nax. 8).

302
 bazari
Zvel axali

Zveli
bazarze bazris
SeRweva ganviTareba

saqoneli saqonlis diversifikacia

axali SemuSaveba

nax. 8. saqoneli/bazris matrica

bazarze SeRweva aris efeqtiani im SemTxvevaSi, rodesac bazari izrdeba

an ar aris dasaqonelebuli. aRniSnuli saxeobis bazarze SeRweva iZleva
produqciis farTo gasaRebis, firmis damkvidrebis, axal momxmarebelTa
SeZenis saSualebas.
bazris ganviTarebis kritika gamarTlebulia im SemTxvevaSi, Tu firma
cdilobs, gazardos produqciis warmoeba. amdenad, rac ufro farToa
bazris CarCoebi, miT ufro didia realizaciis SesaZleblobani.
saqonlis SemuSavebis strategia gamoiyeneba maSin, rodesac firmam ukve
daimkvidra adgili bazarze, kargad aris cnobili misi safirmo niSani da
amdenad, am niSniT SeiZleba iyos realizebuli nebismieri saxeobis axali
saqoneli.
diversifikaciis strategia gulisxmobs, rom firma aqtiurad amuSavebs
produqciis axal modifikaciebs axali bazrebis dasapyrobad. aRniSnul
SemTxvevaSi produqciis gasaRebis, ganawilebis, winsvlis strategia
mTlianad unda ganaxldes.
sayuradReboa `boston konsalting grup~-is60 mier Sedgenili migracia,
romelic kompaniebs aZlevs saSualebas, moaxdinon misi produqciis
klasifikacia bazarze mdgomareobis mixedviT.
matrica moicavs oTxi jgufis produqcias, TiToeuls aqvs gansazRvruli
pirobiTi mikuTvneba: esenia: `varskvlavi~, `mewveli Zroxa~, `Znelad
aRsazrdeli bavSvi~, `ZaRlebi~. amdenad, produqcia unda miekuTvnos erT-
erT jgufs, ris mixedviTaac ganisazRvreba strategia bazarze.
`varskvlavi~ - am jgufSi Sedis is produqcia, romelic bazarze kargad
damkvidrda. igi gvevlineba erTgvari lideris rolSi. axasiaTebs maRali
xvedriTi wili. aRniSnulidan gamomdinare strategiul mizans warmoadgens
SenarCunebul iqnes bazarze produqciis mdgomareoba. `varskvlavis~ tipis
produqcia iZleva mniSvnelovan mogebas, amasTan, moiTxovs arsebiT
danaxarjebs. produqciis mdgomareobis SenarCuneba SesaZlebelia fasebis
daweviT, reklamis moculobis zrdiT da sxva. RoniZiebebis gatarebiT.

60
ДЖ.Р. Эванс, Б. Берман. Маркетинг. М. Экономика 1990, стр. 57.
303
 `mewveli Zroxa~ - am jgufSi Sedis produqcia, romelic maRali
xvedriTi wiliT xasiaTdeba bazarze, gasaReba SefardebiT stabiluria, ris
gamoc xasiaTdeba mogebiT. firmis samarketingo strategia igeba reklamaze,
periodulad fasebis dawevaze, gasaRebis wyaroebis SenarCunebaze.
`Znelad aRsazrdeli bavSvi~ - xasiaTdeba bazarze zemoqmedebis dabali
doniT, dabali xvedriTi wiliT, gasaRebis sferoSi wamyvani adgili uWiravs
konkurentebs. aRniSnulidan gamomdinare, bazris SenarCunebisaTvis, an misi
gafarToebisaTvis aucilebelia safuZvliani kapitaldabandebani. kompaniam
unda miiRos gadawyvetileba am kapitaldabandebaTa mizanSewonilobis
Sesaxeb. unda dazustdes gaafarTovos Tu ara man produqciis winsvlis
danaxarjebi, gasaRebis wyaroebi, daiwios fasebi, Tu saerTod, datovos
bazari. amdenad, strategia damokidebulia imaze, Tu ramdenad
gamarTlebulia mocemuli saxeobis danaxarjebi.
`ZaRli~ - produqcia xasiaTdeba gasaRebis dabali doniT, mocemuli
saxeobis produqcia ar aris popularuli, mniSvnelovnad CamorCeba
konkurentebs, misTvis damaxasiaTebelia didi danaxarjebi. aRniSnul
SemTxvevaSi kompania unda Seecados an gavides specializebul bazarze an
saerTod, datovos igi.
zemoT aRniSnuli meTodebi warmoadgenen strategiuli dagegmvis erT-erT
nawils da ara mTlianad strategiuli dagegmvis process.
taqtika warmoadgens marketingis strategiis realizaciis mizniT
ganxorcielebul konkretul moqmedebas.
is ori ZiriTadi momenti taqtikur svlaSi, romelic gansazRvravs
samarketingo saqmianobas, aris: kapitaldabandebani da samarketingo
moqmedebis ganxorcielebis dro.
danaxarjebi SeiZleba warmoebul iqnes: SekveTebis damuSavebisaTvis da
maTi miRebisaTvis.
SekveTebis miRebis danaxarjebSi Sedis: reklamis, propagandis
saSualebebze danaxarjebi. am danaxarjebze bevrad aris damokidebuli
mogebis zrda, samarketingo saqmianobis efeqtianobis amaRleba.
taqtikis meore mniSvnelovani momenti aris samarketingo operaciebis
Tanamimdevrobis dadgena droSi. aq unda sworad ganisazRvos: rodis unda
iqnes Seyvanili saqoneli bazarze; rodis aris bazari amisaTvis mzad;
rogoria am dros konkurentebis strategia da sxva. amdenad, samarketingo
SesaZleblobani SezRudulia droSi da amitom kompaniis moqmedebis
strategia aucileblad unda iTvaliswinebdes am Taviseburebas.
Sedegebze dakvirveba moicavs strategiuli dagegmvis faqtiuri da
sagegmo Sedegebis Sedarebas. Tu faqtiuri monacemebi gansxvavdeba
sagegmosagan, unda iqnes miRebuli saWiro zomebi samarketingo politikis im
sferoebSi, romelic gansazRvravs am CamorCenas. strategiuli dagegmvis
procesSi gansakuTrebuli efeqtianobiT xasiaTdeba am kompaniebis moqmedeba,
romlebic winaswar gansazRvraven Tu sad, gegmis romel nawilSi aris
mosalodneli garRveva da winaswar adgenen kontrzomebs am siZneleebis
dasaZlevad.

304
 XIV. 5. marketingi msoflio bazarze

saerTaSoriso marketingi aris marketingis gansakuTrebuli sfero,

romlis formebi da masStabebi gacilebiT rTulia, vidre misi organizacia
mikroekonomikur doneze. nebismieri sawarmo, romelic eweva bizness,
saboloo jamSi, orientacias iRebs sagareo bazarze, produqciis gasaReaze
sazRvargareT, rac met Zalisxmevas moiTxovs, vidre am procesebis
organizacia qveynis SigniT. saerTaSoriso marketings iseve, rogorc
bizness gaaCnia Tavisi specifika da Taviseburebani. igi xasiaTdeba ufro
rTuli organizaciuli sqemebiT. imisaTvis, rom gaviazroT es
Taviseburebani, ganvixiloT konkretuli magaliTi, 1884 wels poloneli
emigrantis mier inglisSi organizebuli savaWro sawarmoo `marqs end
spenseri~ da misi samarketingo problemebi. [75,c.585].
am firmis londonis univermaRi `marbl arC-i~ Setanilia ginesis
rekordebis wignSi, rogorc maRazia, romelsac gaaCnia maqsimaluri
amonagebi farTis erT kvadratul metrze. unda aRiniSnos, rom daarsebis
dRidan firmis vaWrobis filosofia ar Secvlila misi ZiriTadi savaWro
segmenti iyo da aris iaffasiani teqstiluri nawarmi, romelic imdenad
popularulia did britaneTSi, rom firma TiTqmis ar xarjavs reklamaze.
misi warmatebis sawindari iyo da aris tradicia, romelic Camoyalibda
safirmo maRaziebSi – es aris orientacia didi britaneTis mosaxleobis
erovnul grZnobebze. firmis siamayis sagani aris is, rom misi saqonlis 90%
damzadebulia britaneTis kompaniis mier. didi britaneTis evropis sabWoSi
Sesvlis Semdeg mas saSualeba mieca gaetana Tavisi saqoneli
sazRvargareT. amis karg SesaZleblobas iZleoda sabWoSi gaerTianebuli
qveynebis xelSekruleba saxelmwifos baJis gareSe vaWrobis Sesaxeb.
TiTqmis 18 Tve dasWirdaT mis specialistebs imisaTvis, rom SeeqmnaT
maRaziaTa qseli parizsa da briuselSi, amasTan, firmis winaSe dadga axali
rigis problemebi. ase, magaliTad: specialistTa daskvnebSi mieTiTa, rom
frangi qalebi atareben samoss, romelic erTi zomis ufro mcires
STabeWdilebas qmnis, vidre – ingliselebis. frangebi upiratesobas aniWeben
ufro grZel qvedakabas, vidre – ingliselebi. frangi qalebis yoveldRiur
cxovrebaSi dominirebda Sarvali. yvela zemoT CamoTvlili Tavisebureba
qmnida damatebiT siZneleebs momarageba-gasaRebis saqmeSi. amitomac iyo, rom
firmis gamoCena frangul bazarze sawyis periodSi warumateblad aRmoCnda,
radgan orientacia aRebuli iyo mis popularobaze inglisSi, ris gamoc
praqtikulad ar Catarebula farTo sareklamo kompania. am winaaRmdegobaTa
daZlevis Semdgom, SesaZlebeli gaxda gasaRebis zrda da mogebis gadideba.
arc is aris gasakviri, rom firmis maRaziebis pirveli klientebi
safrangeTsa da belgiaSi aRmoCndnen am qveynebSi mcxovrebi is ingliselebi,
romelTac ufro patriotuli grZnobebi amoZravebdaT, vidre sagnebis
SeZenis survili.
kanadis bazris aTvisebis procesSi firma iRebda orientacias imaze, rom
is ufro axlos aris inglisTan, vidre – evropuli. amasTan, kanadaSi
vaWrobis stili aRmoCnda gansxvavebuli. kanadelebs ar uyvarT feradi
tanisamosi da aseTive reklama, maTi maRaziebi gamoirCeva mdidari
interieriT. am faqtorebis gaTvaliswinebiT, firmam ukve 1979 wels miiRo
305
umniSvnelo mogeba. aqedan gamomdinare `marks end spenserma~ gaakeTa daskvna
inglisuri vaWrobis stilis brma gadatanis miuReblobis Sesaxeb amerikul
bazarze. mogvianebiT, 1988 wels firma gavida aSS-s bazarze da Seisyida 16-
sarTuliani savaWro centri `kingzi~, niu-jersis centrSi, sadac man
mniSvnelovnad Sekveca vaWrobis organizaciis masStabebi, Seamcira momuSave
Stati, Secvala vitrinaJi, daiwyo eqvskviriani gayidvebi erTkvirianis
nacvlad. amis gamo realizaciis donem aiwia.
zemoT moyvanili magaliTi aRwers im samarketingo problemis nawils,
romelic SeiZleba gaCndes saerTaSoriso biznesSi. miuxedavad imisa, rom
gansaxilveli firmis gasvlas saerTaSoriso doneze win uZRoda
siRrmiseuli gamokvlevebi, is mainc waawyda sirTuleebs bazris aTvisebis
procesSi. aqedan gamomdinare, marketingis saerTo principebs ar gaaCniaT
specifika saerTaSoriso arenaze. sagareo bazrebis gansxvavebas mivyavarT
iqamde, rom specialistebi jerovnad ver afaseben maT seriozulobas. `marqs
end spenserma~ sagareo bazarze ver gaiTvaliswina iseTi faqtorebi
rogoricaa: bazris segmenti, saqonlis asortimentis SerCeva, reklamis
kompaniis aucilebloba, gasaRebis specifika da sxva.
sazRvargareTis bazris potencialis winaswari analizis mniSvnelobaze
zemoT iTqva. amasTan, iyo warmodgenili analizis meTodebi. meTodSi Cven
vgulisxmobT im instruments, romelic mogvcems samomxmareblo bazris
swori SerCevis saSualebas.
analizi unda daiwyos qveynis Sida bazris saerTo potenciis gansazRviT.
am mizniT gamoiyeneba mravali meTodi. ukanaskneli gamoiyeneba nacionalur
ekonomikur dagegmvaSi resursebis im raodenobis gansazRvrisaTvis,
romelTac dargebi xarjaven produqciis gamoSvebaze. aRniSnuli sqema
misaRebia dargebis urTierTdamokidebulebis gansazRvrisTvisac. matricas
gaaCnia Wadrakuli balansis saxe, sadac warmodgenilia vertikalurad is
dargebi, romlebic awarmoeben nedleuls, xolo horizontalurad,
romlebic moixmaren mas. ase, magaliTad: liTonis warmoeba ganixileba,
rogorc safuZveli: saavtomobilo warmoebisaTvis, saxelmwifo
momarebisaTvis, sazRvragareT eqsportisaTvis da sxva. mTel rig qveynebSi
calkeuli saxeobis produqciaze aseTi tipis balansebi qveyndeba
specialur presaSi. Tu SevadarebT maT ekonomikur prognozebs, warmoebis
cvlilebebis gegmas konkretul dargSi, SesaZlebeli gaxdeba davadginoT
mocuemuli tipis produqciisTvis gasaRebis moculoba. amasTan, unda
aRiniSnos, rom am meTods gaaCnia naklovani mxareebic: 1) mTeli rigi
qveynebisaTvis aseTi monacemebi aris arazusti, daaxloebiTi: 2) sakamaToa
isic, rom am cxrilSi warmodgenil resursebsa da dargebs Soris
damokidebulebis dinamika iyos obieqturi: 3) cxrilebi, rogorc wesi, dgeba
ramdenime wliT ufro adre, vidre – qveyndeba.
meore etapze aucilebelia, SeviswavloT realizaciis moculobis
SesaZleblobebi gare bazarze (SesaZlebel, potenciur qveynebSi). gasaRebis
moculoba erT konkretul qveyanaSi SeiZleba damokidebuli iyos imave
pirobebze, razec sxva qveyanaSi. magaliTad: 1970-1990 wlebSi iaponiaSi
Saqarsa da xorcze moTxovnilebis zrda damokidebuli iyo mosaxleobis
realuri Semosavlebis gadidebaze. amdenad, aucilebelia Segrovdes
monacemebi produqciis gasaRebis saorientacio qveynebSi, erToblivi
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sazogadoebrivi produqciis xvedriTi wilis Sesaxeb erT sul mosaxleze.
meore etapze mizanSewonilia, ganisazRvros wrfivi damokidebuleba qveynis
mixedviT moTxovnis zrdasa da mosaxleobis Semosavlebs Soris. Cvens
konkretul SemTxvevaSi SeiZleba aigos Semdegi tipis diagrama.

diagrama 1.
erToblivi sazogadoebrivi produqtis da Saqris
moxmareba msoflio qveynebSi

60
Saqris moxmareba 1 sul mosaxleze, kg

aSS
50
brazilia
40

30

20

10

0 0 500 100 150 200 300 350 400 450

0 0 0 0 0 0 0

am meTodis gamoyeneba saSualebas iZleva, ganisazRvos mocemuli

saxeobis produqciis mimarT moTxovnasa da erTobliv sazogadoebriv
produqts Soris sakmaod mdgradi damokidebuleba. amasTan, rigi
qveynebisaTvis es monacemebic pirobiTia, radgan moxmarebaze mosaxleobis
msyidvelobiTi unarianobis garda, zemoqmedebs sxva faqtorebic.
SveicariaSi avtomobilebze moTxovna ufro dabalia, vidre mosaxleobis
msyidvelobiTi unarianoba. es ganpirobebulia qalaqebis infrastruqturisa
da Sidasaqalaqo transportis ganviTarebis maRali doniT.
meore problema aris gansxvavebuli meTodis statikuroba. praqtikaze
fasebis cvla iwvevs moxmarebis struqturis cvlas. amasTan, Cven
SemTxvevaSi aRebulia konkretuli saanalizo periodi aris ara drois is
intervali, romelzec viRebT produqciis gasaRebaze orientacias.
metadre sasargebloa gasaRebis prognozireba droiTi mwkrivis
safuZvelze. msoflios qveynebSi konkretuli saxeobis produqciis gasaReba
drois intervalSi xasiaTdeba garkveuli tendenciiT. Tu gagvaCnia drois
intervalisaTvis mocemuli saxeobis produqciis gasaRebis monacemebi

307
konkretuli qveynebisaTvis, SegviZlia, avagoT moTxovnis cvlilebis
grafiki.

grafiki 1.

1930-2000 wlebSi aSS-i erT sul mosaxleze

Saqris moxmarebis tendencia

110

105
moxmareba funtebSi

100

95

90

85

80

75

70

65

60

Tu movaxdenT am da wina grafikebis kombinirebul analizss, mogvecema

saSualeba, ganvsazRvroT moTxovnilebis cvlis tendencia mocemuli
saxeobis produqciaze calkeuli qveynebis mixedvT.
moTxovnis prognozirebis sakmaod gavrcelebul saSualebas warmoadgens
ukanasknelis elastiurobis gansazRvra, anu moTxovnis procentis
Tanafardobis dadgena Semosavlis procentis mimarTebaSi, dadgenili
saxeobis produqciaze fiqsirebuli drois intervalSi. Tu mocemuli
maCvenebeli aRemateba erTs, maSin moTxovna produqciaze elastiuria. am
SemTxvevaSi SesaZlebelia, gavzardoT gasaRebis procenti, romelic ufro
maRalia, vidre mosaxleobis realuri Semosavlis zrda. Tu es maCvenebeli
naklebia erTze, moTxovna araelastiuria, anu SesaZlebelia SevamciroT
gasaRebis procenti, romelic ufro dabalia mosaxleobis realuri
Semosavlis zrdis procentze. ase, magaliTad, Tu elastiurobis maCvenebeli
1,5 tolia, es niSnavs, rom mosaxleobis Semosavlis 1 procentT cvla
gamoiwvevs konkretuli saxeobis produqciaze moTxovnis 1,5 procentis
cvlilebas. amasTan, meTodsac axlavs bevri pirobiToba. ase, magaliTad:
amerikelebi xarjaven TavianTi Semosavlis nakleb procents kvebis
produqtebis SesaZenad, vidre – samxreT koreelebi, magram es srulebiT ar
niSnavs imas, rom maT ar gaaCniaT Tanabari moTxovnebi kvebis produqciaze.
yovelive es gamomdinareobs saojaxo biujetis danawilebis am qveynebSi
miRebuli sistemebidan, ris gamoc amerikelebi met Tanxebs xarjaven sxva
sagnebze. igivea italiaSi, sadac xilisa da bostneulis moxmarebis done
gacilebiT maRalia, vidre – norvegiaSi, magram saSualo norvegielis
cxovrebis done gacilebiT aRemateba saSualo italielisas.
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 moTxovnis Seswavlis TvalsazrisiT, metad efeqtiania regresuli
analizis meTodis gamoyeneba. am meTodis mecnieruli gaSuqeba sakmaod
farTod aris warmodgenili specializebul literaturaSi. Tu Cven
ganvsazRvravT am damokidebulebas, romelic arsebobs moTxovnasa da masze
zemoqmed faqtorebs Soris, SeiZleba aigos regresia, maxasiaTebeli im
dokumentebisa, romelic or Sesaswavl movlenas Soris arsebobs ani
davadginoT dinamikaSi ra Sedegebamde migviyvans maTi cvla.
moTxovnis analizis Semdgom aucilebelia SeviswavloT Cven xelT
arsebuli rezervebi. zemoT aRwerili meTodebi gviqmnian warmodgenas
bazris arsebul potencialze. aseTi saerTo Sefasebis procesSi kompaniam
aucilebelia, gansazRvros Tavis strategia konkretuli bazris mimarT, anu
SevafasoT kompaniis tvirTbrunvis gadidebis an Semcirebis SesaZleblobani
konkretul bazarze, rac iZleva ukanasknelis masStabebis gafarToebis an
piriqiT, Semcirebis SesaZleblobas. yovel qveyanas konkretuli produqciis
gasaRebis TvalsazrisiT, gaaCnia Taviseburebani. aucilebeli xdeba
qveynisaTvis marketingis indi-vidualuri programis SemuSaveba. magaliTad:
Sokoladis mwarmoebeli kompania `nestle~ waawyda seriozul siZneleebs
produqciis realizaciisas amerikaSi, rac ganpirobebuli iyo imiT, rom
amerikelebi did yuradRebas uTmoben kvebis produqtebis kaloriulobas da
adamianis janmrTelobaze mis zemoqmedebas. miuxedavad amisa, mcire droSi
Catarda energiuli sareklamo kompania, sadac aqcenti gadatanili iyo
Sokoladze, rogorc sportsmenebisaTvis saimedo energomatarebelze.
samxreTis qveynebs kompaniam SesTavaza Znelad lRobadi Sokoladis
ramdenime saxeoba. iaponiaSi, sadac samomxmareblo bazari sakmaod sruli
aRmoCnda. kompania iZulebuli gaxda SeeZina erToblivi sawarmoo
namcxvrebis mwarmoebel iaponur firma `kit-ket-Tan~, romelic am qveyanaSi
maRali reitingiT xasiaTdeboda. [134,c.14]. zemoT moyvanili magaliTebi,
naTlad metyvelebs imaze, rom yvela qveyanas misi nacionaluri Tu
geografiuli strategia axlavs.
mas Semdeg, rac dadgenilia bazrebis SesaZleblobani da Taviseburebani,
aucilebelia, konkretuli firmisaTvis ganisazRvros samarketingo
politika produqciis warmoebis sferoSi, romlis ZiriTadi principebi
SeiZleba diferencirebuli iqnes Semdegnairad:
1) samomxmareblo bazarze gaiyideba is, rasac vawarmoebT;
2) vawarmoebT imas, ris realizaciasac vaxdenT;
3) sazRvargareTis momxmareblis moTxovnaTa Sesabamisad, vaxdenT
Cven mier warmoebuli produqciis modifikacias.
es CamonaTvali iZleva SesaZleblobas, rom sworad SeirCes gasaRebis
bazari da produqcia.
ganvixiloT pirveli principi _ `vyidiT imas, rasac vawarmoebT~ sa-
zRvargareTi mravali firma produqciis realizacias awarmoebs sakmaod
pasiurad. es ganpirobebulia, upirvels yovlisa, informaciis simciriT da
misi damuSavebis dabali doniT. informacia moipoveba mravali arxiT,
iseTebiT, rogoricaa: profesiul JurnalebSi moTavsebuli produqciis
nimuSebi, arsebuli qveynis reklama, sazRvargareTidan Camotanili nimuSebis
demonstrireba, da sxva. am procesSi gamoiyeneba firmis specialuri
agentebi, romlebic awarmoeben mocemul bazarze `momavlis~ produqciis
309
analogebis moZiebas. rogorc wesi, firma cdilobs SeinarCunos Sinagan
bazarze arsebuli moZvelebuli produqcia an gamoaaSkaravos informacia
produqciis sxva qveynebSi arsebuli analogebis Sesaxeb, rac Sedis mis
strategiul interesebSi. aseT SemTxvevaSi, firmam SeiZleba gazardos im,
produqciis warmoeba, romelic SesaZlebelia gafarTovdes qveynis Sida
bazarze an ganixilos sazRvargareTis bazrebis im segmentebis aRmoCenis
sakiTxi, romelic iZleva analogiuri produqciis im efeqturi realizaciis
saSualebas, amis kargi magaliTia amerikaSi `burbanos~ (simindis viskis)
realizacia.
is mciredi firmebi, romlebic moqmedeben ganviTarebul qveynebSi, xSirad
gaurbian am qveynebis bazarze adaptirebul produqciis modernizacias,
radgan es damatebiT xarjebTan aris dakavSirebuli. ase, magaliTad:
amerikis eleqtromowyobilobis warmoebaSi gamoiyeneba dsT-s qveynebisaTvis
misaRebi denis Zabva, miuxedavad amisa, es produqcia warmatebiT ganicdis
realizacias am qveynebSi, xolo momxmareblis winaSe dgeba modernizaciis
sakiTxi.
produqciis standartizacia sasargeblod SeiZleba CaiTvalos
firmisaTvis imis miuxedavad, warmoadgens is eqsportiors, Tu gaaCnia
sazRvargareT sakuTari sawarmoo baza rogorc wesi, standartizacia
xorcieldeba sakuTari qveynis bazarze gamocdilebis miRebis safuZvelze,
ramdenadac es gamocdileba (danaxarjebi produqciis warmoebaze, reklama,
bazarze gatana) am teritoriebze ukve aprobirebulia. amasTan, unda
aRiniSnos, rom arsebobs gamocdilebis iseTi analogiebic, rodesac firmam,
SesaZlebelia, produqciis standartizacia daiwyo sazRvargareTis
sawarmoo bazidan. amis kargi magaliTia firma `marsis~ mier warmoebuli
katebis sakvebi `viskasi~, romlis warmoeba am firmam ara amerikaSi, aramed
sazRvargareT daiwyo da Semdgom gaavrcela msoflioSi.
meore principia _ `vawarmoebT imas, rasac vyidiT~. zemoT
ganxorcielebuli principis mimdevar firmebSi, rogorc wesi, menejerebi
svamen kiTxvas: `saWiroa ki produqciis nawilis realizacia sazRvargareT~
an `romel qveynebSi SegviZlia gavitanoT sakuTari produqcia~ amdenad, aq
produqcia ganixileba,rogorc konstanta, xolo qveynebi, rogorc cvladi
sidideebi. Cven vecdebiT ganvixiloT is SemTxvevac, rodesac konstantad
aRebulia qveyana, xolo cvlad sidided gvevlineba produqcia, anu ismeba
kiTxva imis Sesaxeb, Tu risi gayidva SegviZlia mocemul qveyanaSi. rig
SemTxvevaSi, mocemuli qveynis bazarze firmebi cdiloben gasvlas
ukanasknelis bazris moculobis (Tavisi xvedriTi wilis zrdis)
SesaZleblobebis gaTvaliswinebiT. garda aRniSnulisa, firmis sagareo
bazarze gasvla SesaZlebelia, ganpirobebuli iyos qveynis SigniT arsebuli
arastabiluri mdgomareobiTac. ase, magaliTad: germanuli firma `xenkeli~
wlebis ganmavlobaSi axdenda Tavisi kapitalis dabandebas amerikis
sxvadasxva daregebSi, imis gamo, rom am periodSi germaniis ekonomika
stagnaciis pirobebSi imyofeboda. [212,p.11].
momxmareblis moTxovnaTa: esoden sruli gaTvaliswineba ar niSnavs imas,
rom firma uars ambobs standartizaciaze. piriqiT mas SeuZlia,
ganaxorcielos msoflios bazarebis gamokvlevebi im mizniT, rom moaxdinos
sakuTari produqciis adaptacia konkretuli segmentis farglebSi. amis
310
naTeli magaliTia firma `kenonis~ mier Seqmnili ocdaTxuTmetmilimetriani
fotoobieqtivi. imis nacvlad, rom am firmas gaetana es produqcia msoflio
bazarze, man is piriqiT, miusadaga ama Tu im bazris segmentebs, anu
moaxdina modifikacia.
mesame principis Tanaxmad, firma irCevs strategias, romelic
orientirebulia myidvelebze. Tu man ar miesadaga Tavisi produqciis
standartebi msoflio bazris moTxovnebs, rac miiReba produqciis
modifikaciiT, SesaZlebelia daeces gasaReba, miTumetes, Tu arsebobs iseTi
konkurentebi, romlebic xSirad iyeneben ganaxlebuli produqciis bazarze
gatanis meqanizms. modifikaciaSi Cven vgulisxmobT erTgvarovani
produqciis Tanmimdevrul gamoSvebas. magaliTad, warmoeba, romelic uSvebs
eleqtronul sabeWd manqanas, Tanmimdevrulad SesaZlebelia gadavides
meqanikur an kompiuterul sabeWd mowyobilobaze. rasakvirvelia, aRniSnul
SemTxvevaSi mas gauWirdeba sabuRavis gamoSvebaze gadasvla, radgan
ukanaskneli ar Sedis mocemuli firmis kompetenciaSi.
produqciis modifikacia aris urTulesi procesi, romelic teqnikuri
siaxleebis codnasTan erTad maTze moqmedi msoflio faqtorebis
gaTvaliswinebasac gulisxmobs. am faqtorebSi aucilebelia, gaviTv-
liwinoT iseTebi, rogoricaa: qeynebis samarTlebrivi, kulturuli,
ekonomikuri da sxva Taviseburebani. ganvixiloT TiToeuli maTganis
zemoqmedeba produqciis modifikaciaze.
samarTlebrivi faqtori aris yvelaze mniSvnelovani, romelic garkveul
moTxovnebs uyenebs mwarmoeblebs. calkeul qveynebSi produqciis
standartebisadmi wayenebuli moTxovnebi icvleba did diapazonSi. amasTan,
yvela isini orientirebulia am qveynebis mosaxleobis dacvaze. magaliTad:
aSS-Si Setanili produqtebi unda Sesabamebodes ekologiurad sufTa
standartebs, an avtomobilebis gamonabolqvi unda pasuxobdes am qveynebSi
dadgenil normebs. amdenad, firma ver SeaRwevs am bazarze, vidre ar
daakmayofilebs misi standartis moTxovnebs.
rodesac samarTlebrivi normebi ama Tu im qveyanaSi gacilebiT ufro
dabalia vidre mwarmoebelSi, firmebi, rogorc wesi, ar ewevian produqciis
modifikacias. amasTan, maT ar SeuZliaT angariSi ar gauwion im garemoebas,
rom am bazarze SeiZleba SeaRwios maRali xarisxis produqciamac, romelic
daipyrobs bazris mniSvnelovan segments.
modifikaciis sawinaaRmdego faqtorad SeiZleba CaiTvalos qveyanaSi
miRebuli sakanonmdeblo normebi, romlebic pirdapir iribad zRudaven
ucxouri produqciis Sesvlas misi samomxmareblo Sida bazris dacvis
mizniT. calkeul qveyanaSi am mizeziT rTuli an SeuZlebeli xdeba
produqciis SeRweva.
momxmareblis qcevis dinamika rTulia, amitomac Znelia, gavceT pasuxi
kiTxvas: iqneba Tu ara dadebiTad miRebuli esa Tu is produqti
sazRvargareTis bazarze? am kiTxvaze pasuxis gacema SesaZlebelia mxolod
im SemTxvevaSi, Tu kargad aris Seswavlili mosaxleobis kulturul
TaviseburebaTa dinamika. rogorc praqtika cxadyofs, sxvadasxva
qveyanaSi firmis marketinguli startegia icvleba am qveynis
erovnul-kulturul TaviseburebaTa gaTvaliswinebiT. magaliTad: ame-
rikuli firma makdonaldsis vaWrobis stili misaRebi aRmoCnda
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iaponelebisaTvis, radgan igi uaxlovdeba amerikul standartebs, maSin,
rodesac kanadaSi firma iZulebuli gaxda misi kerZo tradiciul racionSi
Seetana xaWo, rac xalxisaTvisaa, misaRebi. cnobilma dasavleTis
kosmetikurma firmebma aiTvises iaponuri bazris mcire segmenti, rac
ganpirobebuli iyo am qveyanaSi arsebuli tradiciiT. iaponelebis umetesoba
TiTqmis ar iyenebs sunamoebs, malamoebs da sxva kosmetikur saSualebebs.
produqciis modifikaciaze didi zegavlenas axdens ekonomikuri
faqtorebi. im qveynebSi, sadac mosaxleobis msyidvelobiTi unarianoba
dabalia, mizanSewonilia iaffasiani produqciis gasaReba. ukanaskneli qmnis
problemas saqonlis dafasoebis sferoSic. magaliTad, Tu maRali
msyidvelobiTi unaris mqone qveyanaSi sigareti iyideba blokebad
dafasoebuli, dabalganviTarebulSi mizanSewonilia misi realizacia
calobiT.
aucilebelia, gaviTvaliwinoT produqciis sicocxlis cikli mocemul
bazarze. firmas unda gaaCndes imis unari da SesaZlebloba, rom moaxdinos
bazrebis gadajgufeba produqciis sicocxlis ciklis mixedviT. ase,
magaliTad: radiotelefonebis mwarmoebeli firma `eriqsoni~, rodesac
realurad waawyda produqciis gasaRebis problemebs ganviTarebul
qveynebSi, daiwyo sagrZnobi mogeba miiRo. analogiuri situacia Seiqmna
firma `metel~-Tan dakavSirebiT. ukanasknelis mier warmoebuli
saTamaSoebis sicocxlis cikli ufro xangrZlivi aRmoCnda germaniaSi,
vidre amerikaSi.

XIV.6. faswarmoqmna da produqciis winsvla

saerTaSoriso marketingSi

saerTaSoriso marketingSi didi mniSvneloba eniWeba fasis optimaluri

zRvaris dadgenas, radgan igi uzrunvelyofs kvlavwarmoebis im obieqturi
pirobebis Seqmnas, romelic firmebis warmoebis gagrZelebisa da sagareo
bazarze konkurentunarianobis SenarCunebis sawindaria. fasi TavisTavad
unda iyos im doneze, rom uzrunvelyos im resursebis mizidva, romelTa
safuZvelze warmoeba inarCunebs sicocxlisunarianobas. faswarmoqmna
saerTaSoriso bazarze gacilebiT rTulia, vidre erovnulze, Semdegi
mizezebis gamo:
1) sxvadasxva qveyanaSi gansxvavebulia saxelmwifo regulirebis done
faswarmoqmnis procesSi;
2) saxelmwifoebSi gansxvavebulia samomxmareblo bazari;
3) produqciis eqsporti xels uwyobs fasebis zrdas;
4) qveynis mixedviT, gansxvavebulia fiqsirebuli da cvladi fasebis
dadgenis meTodologia;
5) konkurenciuli brZolis strategiuli politika gansxvavdeba qveynis
mixedviT.
ganvixiloT pirveli mizezi. yvela qveyanaSi arsebobs sakanonmdeblo
aqtebi miRebuli Sesabamisi organoebis mier, romlebic avaldebuleben
mewarmeebs, ixelmZRvanelon faswarmoqmnis saerTo prioncipebiT mocemul
bazarze. yovelive es mniSvnelovnad zRudavs eqsportior sawarmoTa
dadgenil samarketingo strategiis SesaZleblobebs. mocemul qveyanaSi
312
fasebis saxelmwifo regulireba gulisxmobs maTi minimaluri da
maqsimaluri zRvris dadgenas. saxelmwifo ewinaaRmdegeba, rogorc fasebis
xelovnuri dacemis, aseve zrdis politikas, radgan fasis xelovnuri
dadablebis mizani aris konkurenciis Sesusteba da bazarze monopolisturi
adgilis dakaveba. amis saukeTeso magaliTia, germaniaSi miRebuli kanoni
`usamarTlo konkurenciis Sesaxeb~, romliTac ikrZaleba SeRavaTebis gaweva
im pirebisaTvis, romlebic saqonels iZenen didi partiebiT, an produqciis
sareklamo miznis momxmareblisaTvis ufaso gadacema. rigi qveynebisa,
produqciis CamonaTvalze piriqiT awesebs fasebis maqcimalur zRvars. aseT
bazarze, sawarmoo danaxarjebi izrdeba, xolo mogebis norma mcirdeba, rac
SeiZleba aRmoCndes sazaralo mocemuli tipis sawarmosaTvis. ase,
magaliTad: 1988 wels firma `proeqter end gembl-ma~ miiRo sagrZnobi
zarali venesuelaSi fasebis regulirebis politikis gamo. am qveyanaSi
fosfatze dawesebulma fiqsirebulma fasebma ar misca am firmas
reabilitaciis regulirebis saSualeba.
fasebis regulirebis sxva saxeobas warmoadgens SezRudvebi importze.
tarifebisa da vaWrobis saerTaSoriso generaluri SeTanxmeba krZalavs
fasebis dadgenas im zRvarze dabla, vidre miRebulia qveyana-eqsportioris
samomxmareblo bazarze. aris SemTxvevebi, rodesac firmas aqvs
SesaZlebloba, sazRvargareT gaasaRos Tavis produqcia ufro dabal fasSi,
vidre qveynis SigniT. amis mravali mizezi SeiZleba arsebobdes. erT-erTi
maTgania sakuTari warmoebis produqciis gasaRebis SesaZleblobebis
Seswavla sazRvargareT. vTqvaT, produqciis eqsporti mocemul qveyanaSi
sakmaod Zviri jdeba. amasTan, mocemuli tipis warmoebis organizacia
saeqsporto qveyanaSi gacilebiT iafia, radgan nedleulis sabaJo
gadasaxadi gacilebiT naklebia. garda amisa, nedleulis calkeuli saxeebi
saeqsporto qveyanaSi gacilebiT iafad moipoveba. saorientacio fasis
dasadgenad, firma valdebulia, Caataros sacdeli gayidvebi, raTa gaigos
realizaciis fasis maqsimaluri zRvari mocemul bazarze. ase, magaliTad:
vidre kompania `nestle~, did britaneTSi gayinuli produqtebis
mwarmoebeli qarxnis asaSeneblad gamoyofda ormocdaTxuTmet milion
dolars, mas erTi weli dasWirda, raTa kanadidan am tipis produqcia
Seetana iq arsebuli gasaRebis bazris Sesaswavlad.61 mocemuli magaliTi
metyvelebs imaze, rom fasebis zRvaris dadgenas didi mniSvneloba aqvs ama
Tu im qveyanaSi warmoebisa Tu kapitaldabandebis Semdgomi
organizaciisaTvis.
faswarmoqmnis meqanizmze did zegavlenas axdens saxelmwifoebrivi
samomxmareblo bazrebis Taviseburebani. miuxedavad imisa, rom firmas
SeuZlia Sida bazris dayofa mraval segmentad da TiToeulisaTvis
gansxvavebuli fasebis dadgena, sagareo bazarze amis SesaZleblobani
gacilebiT didia. magaliTad: amerikis mosaxleoba praqtikulad ar
moixmars racionSi zRvis zRarbs, ris gamoc misi gasaRebis SesaZleblobani
am qveyanaSi sakmaod dabalia, amdenad, aq misi gasaRebis farTo
SesaZleblobebi iSleba. rig qveynebSi erTgvarovan produqciaze arsebobs

61
Mark Alpert and Aimety Dunlap Smith ,,Nestle Shows How to Gobble Markets’’ Fortune, Vol. 119, January 16,
1989, p. 76.
313
konkurenciiis maRali done. maSin, rodesac sxva bazarze aRniSnuli
saxeobis saqoneli SesaZlebelia deficituri iyos. konkurenciis pirobebi
did zegavlenas axdens saxelmwifoebis mier calkeuli firmebisaTvis
dadgenili warmoebis gansakuTrebuli wesebi, romlebic uqmnis maT sakuTari
produqciis sasicocxlo ciklis gaxangrZlivebis SesaZleblobebs.
faswarmoqmnaze zemoqmedebs agreTve, iseTi faqtori, rogoricaa mocemul
qveyanaSi Camoyalibebuli produqciis aRqmis stereotipebi. ase, magaliTad:
rodesac Seswavlil iqna avtomanqanebis samomxmareblo aRqma amerikis da
iaponiis bazarze, aRmoCnda, rom amerikelebSi sakuTari ufro maRali
reitingiT sargeblobs vidre - germanuli avtomobili, maSin, rodesac
iaponelebi upiratesobas aniWeben germanuli avtomobilebis adgilobriv
nawarms. gamomdinare aqedan, germanuli avtomobilebis mwarmoeblebs
SeuZliaT, gaafarTovon TavianTi bazari iaponiaSi da ara amerikaSi. amasTan,
germanelebis mier iaponur bazarze warmoebuli samarketingo strategia,
romlis arsi mdgomareobs fasebis dawevaSi, mcdaria, radgan iaponiaSi
maRali fasi iwvevs maRali xarisxis asociacias.
didi mniSvneloba aqvs mocemul qveyanaSi dadgenil vaWrobis wess. ase,
magaliTad: amerikelebi upiratesobas aniWeben kreditSi vaWrobas, maSin,
rodesac iaponelebi cdiloben, ivaWron naRdi fuliT. aqedan gamomdinare,
im firmebs, romlebic vaWroben kreditSi meti gasaqani aqvT amerikaSi, vidre
iaponiaSi.
cnobilia, rom:
produqciis eqsporti sagrZnoblad adidebs mis fass. vTqvaT, produqciis
fasi Sidabazarze Seadgens 1 dolars, xolo danamati misi sazRvargareT
realizaciaze aris 5 centi, sazRvargareT realizaciis fasi iqneba 1,5
dolari. Tu danaxarjebi Seicvala Sidabazarze 20 centiT, maSin
sazRvargareT realizaciis fasi gaizarda 1,90 dolaramde. ori garemoeba
aZvirebs produqcias sazRvargareT: pirveli, gazrdili satransporto
xarjebi da meore, sabaJo tarifebi. am garemoebaTa gamo sazRvargareT
produqciis gayidva rigi firmebisaTvis ararentabeluri xdeba.
produqciis fasebze didi zegavlenas axdens savaluto kursebis cvla
(aweva, dacema) msoflio bazarze. is firmebi, romlebic sazRvargareT
saqonlis realizacias awarmoeben, erTgvarovan valutaSi xSirad awydebian
winaaRmdegobebs. sazRvargareTis qveynebSi produqciis realizacia unda
warmoebdes iseTi gaangariSebiT, rom firmam amonagebidan SeinarCunos
ganaxlebis SesaZleblobani. am amocanis gadawyveta dakavSirebulia
sirTuleebTan. produqcia sazRvargareTis qveynebs miewodeba didi
partiebiT, amitom misi nawilis realizacia uzrunvelyofs mogebas, xolo
inflaciis pirobebSi, sawyobSi arsebuli maragebi misTvis wamgebiani
gaxdeba. am faqtorTa aRsakveTad 80-ian wlebSi `prokret-endgembli~
iZulebuli iyo, peruSi arsebuli ekonomikuri krizisis pirobebSi. kviraSi
erTxel 20-30% aewia fasi produqciaze da Seewyvita 60-procentiani
SeRavaTis gaweva biTumad movaWreebisaTvis 15-dan 30-procentiani Tanxis
gadaxdis gadavadebiT.
inflaciaTan faswarmoqmnis sxva rigis problemebi sazRvargareTis
bazarze dakavSirebuli SeiZleba daiyos or jgufad. amonagebis miReba
sazRvargareTis valutaSi, romelic konvertaciis Semdeg iZleva nakleb
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Semosavals; 2) fasebis mudmivi zrda danaxarjTa gadafarvis mizniT. pirvel
SemTxvevaSi firmas SeuZlia, miuTiTos kontaqtSi amonagebi Tanxis
ekvivalenti sazRvargareTis valutaSi (vTqvaT, dolaris ekvivalenti) da
mosTxovos angariSsworeba drois mocemul momentSi xelSekrulebiT
gansazRvruli dolaris kursis ekvivalentis Sesabamisad.
fasebis cvla did zegavlenas axdens vaWrobis saerTaSoriso wesebsa da
kontraqtebze, rac arTulebs maT gaformebas. garda amisa, rTuldeba
vaWrobis organizaciac. ase, magaliTad: Tu firma sazRvargareT avtomaturi
saSualebebis gamoyenebiT vaWrobs, yoveli fasis Secvlis SemTxvevaSi, igi
iZulebuli gaxdeba, cvalos an aparatebi an Jetonebi, rac damatebiT
danaxarjebTan aris dakavSirebuli. aseTi siZneleebi SesaZlebelia
warmoiSvas erovnul bazarzec.
saqonlis nakadebis gadanawilebas msoflio bazrebis mixedviT, iwvevs
inflaciuri procesebiT gamowveuli valutis kursebis cvla. magaliTad:
Tu dolaris kursi ecema romelime qveyanaSi, amerikis firmebisaTvis
mocemuli produqciis realizacia ufro efeqtiani gaxdeba Sidabazarze da
piriqiT. valutis kursebis cvla iZleva damatebiTi mogebis miRebis
SesaZleblobebsac. ase magaliTad: Tu firmas SeuZlia, swrafad
gadaajgufos gasaRebis bazrebi inflaciuri procesebis Sesabamisad, mas
aqvs SesaZlebloba, momgebianad, warmoebaSi cvlilebebis gareSe miiRos
damatebiTi mogeba. qveynebs Soris valutis kursis cvla did zegavlenas
axdens serTaSoriso vaWrobis wyaroebze. vTqvaT, iaponiam miyida safrangeTs
fotoaparatis didi partia. amerika, bunebrivia, fotoaparatebs yidulobs
mwarmoebeli iaponuri qarxnebisagan da ara distributorebisagan. im
SemTxvevaSi, Tu iaponiaSi ienis kursi ecema dolarTan mimarTebaSi,
amerikuli mewarmeebisaTvis ufro momgebiani xdeba iaponuri
fotoaparatebis Sesyidva safrangeTidan. msgavs operaciebs saerTaSoriso
praqtikaSi uwodeben `nacrisfer bazars~ da isini cxadad metyveleben, Tu
ra zegavlenas axdens valutis kursis cvla firmebis damatebiTi mogebis
miRebaze.
didi mniSvneloba gaaCnia fiqsirebuli Tu cvalebadi fasebis
momxmareblebisaTvis miwodebis wess. ase, magaliTad: venesuelaSi yvela
saxeobis saqonlis iarliyze miTiTebuli unda iyos fasi, maSin, rodesac
CileSi es akrZalulia. gansxvavebulia calkeul qveyanaSi arsebuli midgoma
fasebis SeTanxmebuli dawesebis sakiTxisadmi. ase, magaliTad: indoeTSi
fasebis 60% dgeba gamyidvelebs Soris winaswari SeTanxmebiT, CineTSi ki,
5%. did zegavlenas axdens faswarmoqmnaze msoflio bazarze dadgenili
konkurenciuli brZolis strategiac.

imdenad, ramdenadac produqciis winsvlis sakiTxebs safuZvlianad

SevexebiT meore wignSi, am TavSi ganxilulia am problemis zogadi
aspeqtebi.
saerTaSoriso biznesSi produqciis winsvla aris produqciis gasaRebis
xelSewyobis procesi. arsebobs produqciis winsvlis msoflio praqtikaSi
aprobirebuli mravali meTodi. maT Soris, aRsaniSnavia iseTi, rogoricaa:
`gaqaCe-mowie~. produqciis winsvlis uzrunvelyofa aris am meTodis pirveli
Semadgeneli komponenti _ `gaqaCe~, xolo gasaRebis organizaciis srulyofa
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meore komponenti _ `mowie~ msoflios mravali firma iyenebs am orive
komponentis hibrids.
msoflio firmebi did mniSvnelobas aniWeben vaWrobis organizaciasa da
reklamis srulyofas. amasTan, qveynebis mixedviT, es procesi xasiaTdeba
garkveuli TaviseburebebiT. ase, magaliTad: belgiaSi, sadac arsebobs
distributorebis minimaluri raodenoba, firmebi iZulebulni xdebian, didi
yuradReba dauTmon produqciis realizacias sakuTari ZalebiT. indoeTi
mosaxleobis yofaSi iyenebs asobiT enas, rac bunebrivia did siZneleebs
qmnis reklamis gamoyenebaSi. rig qveynebSi saxelmwifo cdilobs
daareguliros sareklamo kompania. asea, magaliTad, skandinaviis qveynebSi,
sadac dawesebulia sareklamo cenzi. SedarebiT Serbilebulia saxelmwifos
zegavlena reklamis regulirebaze sxva qveynebSi, sadac es
uzrunvelyofilia pirdapiri Tu iribi gadasaxadebis sistemiT.
sainteresoa civilizebuli qveynebis mixedviT, adamianis qcevis
motivaciis faqtoris zemoqmedeba produqciis gasaRebaze. magaliTad:
amerikeli diasaxlisebi did dros uTmoben telegadacemebisa da
Jurnalebis kiTxvas da meti yuradRebiT epyrobian megobarTa rCevebs, vidre
– frangebi. frangi diasaxlisebi upiratesobas aniWeben informaciis miRebas
uSualod gasaRebis obieqtebze – maRaziebSi, sadac ukanasknelis wyaro
xdeba gamyidvelTa rCevebi, Tu vitrinaSi gamokruli sareklamo niSnebi.
amdenad, amerikaSi sareklamo kompaniis Catareba gacilebiT martivia maSin,
rodesac safrangeTSi unda Catardes sakmaod didi samuSao
distributorebTan an uSualod gasaRebis obieqtebze.
saboloo jamSi, yvela qveynisaTvis SeiZleba arsebobdes produqciis
gasaRebaSi momxmareblis mozidvis Tavisi, individualuri wyaro. amasTan,
maTTvis saerToa iseTi faqtoris gaTvaliswineba, rogoricaa msyidvelobiTi
unarianobis Sesabamisoba moTxovnilebisadmi. es faqtorebi did zegavlenas
axdens agreTve sareklamo kompaniazec. reklamis Teoriisa da praqtikis
detalur ganxilvas Cven mivuZRveniT V Tavi, amitomac aq SevexebiT
problemebis zogierT aspeqts, dakavSirebuls produqciis winsvlasTan.
cnobilia, rom rac ufro maRalia mosaxleobis msyidvelobiTi unarianobis
maCvenebelSi nayidobis Rirebulebis xvedriTi wili, miT meti dro
dasWirdeba myidvels gadawyvetilebis misaRebad. Tumca rig SemTxvevaSi,
qveynis ganviTarebis Sedarebis dabali done da mosaxleobis dabali
msyidvelobiTi unari zrdis mis moTxovnebs ama Tu im produqciaze. ase,
magaliTad: CineTSi sareklamo danaxarjebi kinofilmebze gacilebiT
dabalia, vidre safrangeTSi. amasTan, Cinelebi kinoTeatris ufro aqtiuri
mayureblebi arian, vidre frangebi.
msoflio praqtikaSi didi adgili uWiravs reklamis standartizacias.
standartizaciis procesSi gaiTvaliswineba ama Tu im qveynis erovnuli,
enobrivi, sakanonmdeblo da sxva faqtorebi. standartizacia gulisxmobs
reklamis koncefciis, misi ZiriTadi miznis SenarCunebas, amasTan, icvleba
reklamis miwodebis formebi ama Tu im xalxis interesTa sferos
gaTvaliswinebiT. ase, magaliTad: `koka-kola~-s reklama safrangeTSi da
amerikaSi bazirebda erTsa da imave koncefciaze. win iyo wamoweuli
adamianis organizmisaTvis am sasmelis gamamxnevebeli Zala. amasTan,
sareklamo kompania safrangeTSi warmoebda safexburTo satelevizio
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gorgolaWis Cvenebis procesSi, aSS-Si ki beisbolis moTamaSis mier, am
qveynebis mosaxleobis interesTa Sesabamisad.
did siZneleebs awydebian firmebi reklamis sxva enaze gadacemis, an am
xalxebis mier misi Semecnebis procesSi. saqme imaSi gaxlavT, rom
sxvadasxva erebSi sityvebi da azrebi sxvadasxvanairad gaigeba. ase
magaliTad, amerikuli firmis erT-erTi plakati gvauwyebda, rom is aris
`CineTis Zveli megobari~, amasTan, Cinuri ieroglifebiT is ikiTxeboda, rom
igi aris `CineTis megobari warsulSi~.
cnobilia iseTi faqtebic, rodesac erTsa da imave enaze ametyvelebuli
reklama sxvadasxva qveyanaSi gansxvavebul Sinaarss iZenda. ase, magaliTad:
amerikuli aviakompani _ `iunaiTed eirlaini~ avstraliel aviamgzavrebs
frenisas urigebda Jurnals, romlis gareydaze gamosaxuli iyo cnobili
amerikeli msaxiobi pol xogani, romelic poziorobda ukacriel
avstraliur kunZulze, warweriT, `pol xogani cxovrobs komfortis
gareSe~, rac avstrieli mkiTxvelis mier aRTqmuli iyo, rogorc `pol
xoganis mier Riad da gamomwvevad Tavisi homoseqsualurobis
demonstrireba~.[213,c.42].
sareklamo kompaniis Catarebis procesSi, msoflio bazarze
gasaTvaliswinebelia is garemoeba, rom is rac nebadarTulia erT qveyanaSi,
akrZalulia – meoreSi. sakanonmdeblo baza mkacrad aregulirebs calkeul
qveyanaSi dasaSvebi reklamis farglebs. yovelive es udavod
dakavSirebulia, pirvel yovlisa, momxmarebelTa uflebebis dacvasTan,
amasTan, Cvens gverds ver avuvliT iseT faqtorebsac, rogoricaa qveyanaSi
damkvidrebuli qevis moraluri normebi, konkurentunarianob,a Tu
nacionalizacia.
imis karg magaliTs, Tu rogor aregulirebs kanonmdebloba firmebis
sareklamo uflebebs, warmoadgens is, rom did britaneTsa da amerikaSi
daSvebulia `pepsi-kolisa~ da `koka-kolas~ SedarebiTi reklama maSin,
rodesac filipinebze is akrZalulia. mxolod ramenime qveyanas gaaCnia
akrZalvebi erotikuli reklamis gamoyenebis procesSi. moraluri
normebidan gamomdinare, rig qveynebSi akrZalulia kontraceptivebis da
qalis higienis sagnebis reklamireba. dasavleTis bazarze akrZalulia is
reklama, romelic ubiZgebs mozardebs kanonsawinaaRmdego moqmedebebisaken.
magaliTad, im manqanebis reklama, romlebic swrafad aviTareben siCqares.
aRmosavleTis rig qveynebSi akrZalulia reklamaSi sazRvargareTuli
sityvebis an stilis gamoyeneba.
aRsaniSnavia is garemoeba, rom reklamaze did zegavlenas axdens
qveynis informirebulobis sfero. magaliTad: kompania `amerikan-eqspresi~,
rodesac Tavisi sakredito baraTebis reklamas eweoda amerikaSi, miznad
isaxavda konkurentebis Seviwroebas, xolo evropis bazarze gasvlis
Semdgom, man SeiZina SemecnebiTi xasiaTic, imitom, rom evropelebi
praqtikulad ar flobdnen misi gamoyenebis meqanizms.
reklama geografiuli niSniT rig SemTxvevaSi zians ayenebs
momxmarebels. ase, magaliTad: mTel rig ganviTarebad qveynebSi
mniSvnelovnad gaizarda bavSvTa sikvdilianoba rZis xelovnuri sakvebis
gamoyenebis safuZvelze, rac ganpirobebuli iyo iq am produqciis
moxmarebis dabali kulturiT. saqme imaSia, rom misi gamoyenebis SemTxvevaSi
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qalebi ar icavdnen rZis koncentracias, wyalSi gasxnis dasaSveb normebs.
fxvnili gacilebiT naklebi raodenobiT gamoiyeneboda, vidre igi
Wirdeboda axaldabadebulebs kvebisaTvis. amis gamo jandacvis
saerTaSoriso organizaciam akrZala am tipis produqciis reklama
ganviTarebad qveynebSi.

XIV. 7. safirmo niSnebi da produqciis ganawileba

saerTaSoriso marketingSi

saerTaSoriso marketingSi gadamwyveti mniSvneloba gaaCnia safirmo

niSnis gamoyenebas. msoflio bazarze rigi firmebisa erTi da igive safirmo
niSniT arian warmodgenilni, rac ganpirobebulia am produqciis warmoebis
sferoSi maTi maRali imijiT. saerTaSoriso bazarze ucvleli safirmo
niSnis gamoyeneba iZleva saSualebas, gavwioT naklebi reklamaze, rac
firmas aZlevs SesaZleblobas, wlebis ganmavlobaSi SeinarCunos stabiluri
poziciebi vaWrobis sferoSi. amasTan, unda aRvniSnoT, rom safirmo niSnis
gamoyenebis Taviseburebani SigniTa da gare bazarze gansxvavebulia, rac
dakavSirebulia enobriv, nacionalur da sxva faqtorebTan.
enobrivi faqtori did zegavlenas axdens safirmo niSnis swor aRqmaze.
saqme imaSia, rom sxvadasxva enaze ametyvelebuli safirmo niSnis
dasaxeleba gansxvavebul Sinaars iZens. ase, magaliTad, kompania `jeneral
motorzis~ mier gamoSvebul models `novas~ laTinuri amerikis
qveynebisaTvis, praqtikulad, ar unda Seeqmna sirTuleebi, radgan espanurad
`nova~ `varskvlavs~ niSnavs. niuxedavad amisa, laTinuri amerikis qveynebis
macxovrebelebi am sityvas damarcvliT warmoTqvamdnen `no-va~, rac
espanuridan TargmniT niSnavs `ar muSaobs~. firma `koka-kola~-m Tavis
dietur variants daarqva `daiet-kouk~ (koka-kola dieturi kvebisaTvis).
amasTan aRmoCnda, rom germanul da italiur enebSi igi asocirdeba,
romeliRac avadmyofobasTan. kompania `marsi~, ramdenime wlis ganmavlobaSi
muSaobda misi safirmo Sokoladis `snikersis~ dasaxelebis cvlaze, rac
ganpirobebuli iyo imiT, rom sityva `nikesi~ inglisSi qalis qveda samosis
elements niSnavs. [264,pp.15-18].
unda avRniSnoT, rom sityvebis SerCevas savaWro niSnis dadgenisas didi
mniSvneloba gaaCnia, radgan SesaZlebelia, wavawydeT iseT siZneleebs,
romelic uCveuloa SidabazrisaTvis. ase, magaliTad: rig erebs SeiZleba ar
gaaCndeT is asoebi, romelic dasaxelebulia savaWro niSanSi an sityvebi
iwvevdes miuRebel, araeTikur asociacias. ase, magaliTad: firma `ronald
mak-donaldi~ iaponiaSi Tavis Tavs uwodebs `donald mak-donald-s~ imis
gamo, rom iaponur alfavitSi ar arsebobs ieroglifi `r~. firma `marsel-
biCi~, romelic Tavisi damaarseblis gvaridan warmosdgeba, iZulebuli
gaxda, rom Tavisi dasaxelebidan amoeRo aso `C~, radgan igi inglisurSi
arasasurvel asociacias iwvevs. popularuli franguli ualkoholo
sasmeli `fSiti~ inglisuri warmoTqmis konteqstSi ar uwyobs xels
momxmareblis madis zrdas. sxvadasxva enaze sityvebi gansxvavebul
Sinaarsobriv datvirTvas Rebuloben, amitomac aris, rom erTi da imave
firmis an produqciis safirmo dasaxeleba sxvadasxva enaze SeiZleba
gansxvavebulad JRerdes. ase, magaliTad: dasaxeleba amerikaSi `snagl~
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(Snuggle), germaniaSi gamoiyeneba rogorc `kiSelvaiSi~ (Kushelweich),
safrangeTSi, rogorc `kaJolini~ (Cocolino), espanurSi, rogorc `mimozini~
(Mimosin). amasTan, TviT inglisurSi avstralielebisaTvis sityva `snagl~
gansxvavebul Sinaarsobriv datvirTvas Rebulobs, ris gamoc firmam igi
Secvala am qveyanaSi dasaxeleba `haggiT~ (Huggy) 2655,p.21].
saerTaSoriso bazarze, rogorc wesi, erTi frima sazRvargareT iZens
meores Tavisi dasaxelebiT. bunebrivia, ibadeba SekiTxva: romeli safirmo
niSani unda iqnes gamoyenebuli? ase, magaliTad, rodesac firma `nestlem~
SeiZina firma `karneiSn-i~, ukanasknelis dasaxeleba imdenad cnobili iyo
SeerTebul StatebSi, rom `nestle~ iZulebuli aRmoCnda is Tavisi safirmo
niSnis danamatad gamoeyenebina. amasTan, arsebobs sapirispiro SemTxvevebic.
firma `big-pensma~, SeiZina `uotermen pensi~, romlis avtoriteti amerikaSi
ar dasturdeba, ris gamoc produqcia bazarze gavida firma-myidvelis
dasaxelebiT. xSir SemTxvcevaSi safirmo marka Seuracxmyofeli, an
miuRebeli xdeba ama Tu im erisaTvis. ase, magaliTad: firma `kolgeiT-
palmolivis~ produqciis safirmo niSanze ewera sityva `darki~, rac `Savs~
niSnavs da asaxuli iyo Savkaniani kaci, romelic eweoda produqciis
reklamas. yovelive es bevr qveyanaSi aRTqmuli iyo, rogorc Seuracxyofa,
ris gamoc kompania iZulebuli iqna sityva `darki~ Seecvala `darliT~,
rac `Zvirfass~ niSnavs, xolo Savi mamakaci gaugebari feriT Seecvala.
[290,p.16].
didi mniSvnelobas aniWeben firmebi msoflio bazarze erovnul imijis
sakiTxs. safirmo niSani unda iyos erovnuli imijis matarebeli, xolo
produqcia iwvevdes im qveynis asociacias, romelSic is iwarmoeboda. ase,
magaliTad: firma `samsungi~ iwvevs maRalxarisxovani koreuli nawarmis
asociacias, maSin, rodesac franguli ludi `krenburgi~ iwvevs germanuli
nawarmis asociacias.
erTsa da imave produqcias, SesaZlebelia, awarmoebdes mravali qveyana,
magram amis gamo misi erovnuli imiji ar ecema. ase, magaliTad:
`Sotlandiur viskis~ erTdroulad awarmoeben: kanada, irlandia, iaponia,
aSS, magram miuxedavad amisa, igi iwvevs Sotlandiis da ara sxva qveynebis
asociacias.
produqciis ganawilebis qveS igulisxmeba manZili mwarmoeblidan
momxmareblamde, anu produqciis fizikuri gadaadgilebisa da misi
iuridiuli gaformebis gza. saerTaSoriso marketingSi mwarmoebeli
Rebulobs gadawyvetilebas ganawilebis meTodisa da qveynis Sesaxeb. zemoT
Cven ganvixileT ramdenime sakiTxi, dakavSirebuli produqciis ganawilebis
sistemasTan saerTaSoriso marketingSi. iseTebi, rogoric aris: safirmo
dasaxeleba, sazRvargareTis bazarze gasvlis procesis iseTi mniSvnelovani
aspeqtebi, rogoricaa sazRvargareT ganawilebis specifika da pirobebi.
upirveles yovlisa, aucilebelia, Seswavlil iqnes ganawilebis is
pirobebi da sfero, romelSic mouxdeba firmas sazRvargareT produqciis
realizacia. ama Tu im qveyanaSi produqciis ganawilebaze zegavlenas axdens
mravali faqtori. maT Soris, SeiZleba gamoiyos iseTebi, rogoricaa:
mocemul qveyanaSi kanonmdeblobiT dadgenili vaWrobis wesebi, Sromis
kanonmdeblobaSi arsebuli Taviseburebani, komunikaciis da transportis
sistemis ganviTarebis done da sxva. didi mniSvneloba aqvs erebis
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TaviseburebaTa, maT socialur-kulturuli tradiciebis gaTvliswinebas.
ase, magaliTad: cxrili #47 kargad asaxavs supermarketebis organizaciis
Taviseburebebs amerikasa da hongkongSi, [75,c.616]. am xalxebis socialur-
kulturuli Taviseburebebis gaTvaliswinebiT.
cxrili #47
amerikasa da hongkongSi supermarketis organizaciis socialur-
kulturuli Taviseburebani.

socialur-kulturuli
elementebi aSS-Si hongkongi

kvebis tradicia upiratesoba eniWeba upiratesoba eniWeba

xorceuls zRvis produqtebs
produqciis SeZenis upiratesad iZenen iZenen axal produqtebs
Cvevebi gayinul produqtebs
mizani drois ekonomia axali produqtebis
SenarCuneba
cxovrebis pirobebi saukeTeso SedarebiT cudi
macivris zoma tevadi macivrebi mciretevadi macivrebi

avtomanqanebis raodenoba didi raodenobiT mcire raodenobiT

mosaxleobis simWidrove saSualo maRali
urbanizaciis done dabali maRali

cxrilSi moyvanili Taviseburebani kargad asaxavs im faqtorebs,

romelTa gaTvaliswineba aucilebelia am or qveyanaSi produqciis
ganawilebis organizaciis procesebisaTvis. amasTan, aRsaniSnavia, rom sxva
qveynebSi miRebulia produqciis ganawilebis gansxvavebuli normebi. ase,
magaliTad: fieneTSi upiratesoba eniWeba vaWrobas saxlSi mitaniT, maSin,
rodesac italiaSi mravlad aris warmodgenili quCis da wvrilmani vaWrebi,
ris gamoc gazrdilia mcire maRaziebis raodenoba. holandiaSi
samomxmareblo kooperativebi pirdapir gadian mwarmoeblebze. iaponiaSi
ganviTarebulia sabiTumo Semsyidveli sawarmoebi. germaniaSi vaWrobis
ZiriTadi forma aris vaWroba katalogebiT da sxva.
ra zegavlenas moaxdens marketingze ganawilebis aRniSnuli sistemebi?
rasakvirvelia, - pirdapirs, radgan TiToeul qveyanaSi airCeva marketingis
is strategia, romelic misaRebia iq dadgenili vaWrobis wesisaTvis.
produqciis ganawileba saerTaSoriso bazarze xdeba ori gziT: pirveli
– sakuTari ZalebiT, meore – firma distributoris meSveobiT.
sakuTari ZalebiTY produqciis ganawileba did siZneleebTan da
xarjebTan aris dakavSirebuli, amitomac aris, rom firmebis umravlesoba
aformebs xelSekrulebas distributorebTan. amasTan, ukanasknelis SerCevis
procesSi, aucilebelia, gaTvaliswinebul iqnes iseTi monacemebi,
rogoricaa: 1) distributorebis finansuri stabilurobis maCveneblebi; misi
kargad ganviTarebuli kavSirebi; kvalificirebuli specialistebis,
mowyobilobisa da sasawyobo nagebobaTa ganviTarebis done da sxva.
pirveli maCvenebeli warmogvidgens, Tu ramdenad uzrunvelyofili iqneba
firma finansuri resursebis swrafi dabrunebadobiT da maTi Semdgomi

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brunviT. meore maCveneblis mixedviT, SesaZlebelia davadginoT, rom
produqciis msxvili partiebiT gadazidvebis SemTxvevaSi, ramdenad swrafad
moxdeba maTi Semdgomi gadanawileba. mesame maCvenebeli metyvelebs firmis
potencialze, rac, Tavis mxriv, gviCvenebs, Tu ramdenad swrafad SeiZleba
Seudges igi operacias.
msoflio bazarze produqciis ganawilebisaTvis didi mniSvneloba
eniWeba maT saTadarigo nawilebiT da remontiT uzrunvelyofas, radgan
ukanaskneli, SesaZlebelia, gaxdes seriozuli Semaferxebeli faqtori
realizaciisaTvis. ase, magaliTad: 50-ian wlebSi evropeli
manqanaTmSebneblebi gavidnen amerikul bazarze, magram maTi produqcia
sinqronulad ar iqna uzrunvelyofili saTadarigo nawilebiTa da
momsaxurebiT, ris gamoc misi imiji sagrZnoblad daeca. miuxedavad imisa,
rom firma `folsvageni~ am bazarze mogvianebiT gamoCnda, man moipova kargi
avtoriteti imis gamo, rom saTadarigo nawilebiT da momsaxurebiT
produqcia, droulad aRmoCnda uzrunvelyofili.
msoflio bazarze produqciis gasvlis probleba mxolod
distributoris swor moZebnaSi rodi mdgomareobs, did mniSvnelobas iZens
produqciis swrafi gasaRebis mizniT, distributorTan muSaobis swori
organizacia. ase, magaliTad: firma `koka-kola~ atarebda specialur
seminarebs sazRvargareTis univermaRebSi Tavisi miznis realizaciisaTvis.
misaRebia urTierTobis sxva formebic. iseTebi, rogoricaa fasdakleba
biTumad movaWreebisaTvis erToblivi reklamis Catareba da sxva.
aRsaniSnavia isic, rom calkeuli produqciisaTvis damaxasiaTebelia
ganawilebis individualuri sistema qveynis geografiul TaviseburebaTa
gaTvaliswinebiT. ase, magaliTad: kolumbiisaTvis damaxasiaTebelia mTliani
reliefi, avstraliisaTvis ki –udabnoebi. zimbabveSi da zairSi msxvili
centraluri qalaqebis garda, mosaxleobis msyidvelobiTi unari dabalia,
amitom aq periferiebSi gayidvis potenciali ecema, maSin, rodesac amerikaSi
is sagrZnoblad maRalia ganapira StatebisTvisac.

XIV. 8. reklama saerTaSoriso

marketingis sferoSi

biznesSi reklamis warmoSobas gaaCnia rTuli istoriuli safuZvlebi.

igi udaod, dakavSirebulia Sromis sazogadoebriv danawilebasTan, ramac
TavisTavad Seqmna produqciis namatis miRebis SesaZlebloba, rac
dakavSirebuli iyo gasaReba-gacvlis problemasTan. reklamas sakmaod
saintereso istoria aqvs jer kidev Zvel saberZneTsa da romSi. am mizniT,
iyenebdnen xis dafebs, spilos Zvalsa Tu spilenZs. sazogadoebrivi
progresi moiTxovda reklamis formebis srulyofas, amitomac iyo, rom 1473
wels inglisSi gamoCnda pirveli beWduri sareklamo gancxadeba, xolo XV
saukunis mijnaze da XVI saukunis dasawyisSi venecielma gamomcemelma a.
manucim (es is gamomcemelia, romelmac pirvelad Semoitana Tavis wignebSi
mZimeebi, manamde xmarobdnen mxolod wertils da or wertils)
momxmareblis mozidvis mizniT daiwyo, Tavisi maRaziis win wignis
dasabuTebis gamofena. amdenad, myidveli karebSive ecnoboda wignebis

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sargeblobas. ukve 1611 wels londonSi Seiqmna a. goraJisa da u.kopis
pirveli sareklamo biuro.
dRes mecniereba reklamis Sesaxeb miCneulia biznesis umniSvnelovanes
sferod. reklama Camoyalibda, rogorc marketingis organizaciul-
mwarmoebluri komponenti, romlis warmadobac gansazRvravs miRwevas Tu
warumateblobas marketingis strategiis sferoSi.
marketingis Teoriuli bazis Semqmnelis, cnobili amerikeli mecnieris,
filip kotleris ganmartebiT, reklama cnobebis gadacemis upirovno
formaa, rodesac cnobebi gadaicema informaciis gavrcelebis fasiani
saSualebebiT da mimdinareobs gansazRvruli piris an organizaciisagan.62
ekonomikuri reklamis istoriam ganvlo sakmaod rTuli, evoluciouri
gza. mecniereba reklamis Sesaxeb xasiTdeba etapebiT, romelTa maxa-
siaTeblebad SeiZleba gamoviyvanoT am periodSi gavrcelebuli reklamis
koncefciebi.
ase, magaliTad: pirvel msofio omamdeli da omisdroindeli koncefciebi
Teoriulad efuZneboda `masobrivi fsiqologiis~ cnobil Teorias. am
Teoriam farTo gavrceleba hpova omis Semdgomi periodis socialistur
samyaroSi. am koncefciis Tanaxmad, adamiani, individi, ganicdis e.w.
`ganmeorebadi reklamis~ aqtiur zegavlenas, anu sakmarisia mis fsiqikaze
zegavlenis mosaxdenad `masobrivi fsiqologiis~ elementebis Camoyalibeba
erTi da imaves aqtiuri ganmeorebis gziT.
am Teoriis sapirispiro poluszea bazrebis reklamis koncefciisadmi
elementarul-fsiqologiuri midgoma, romelSic gamoiyeneba fsiqofizikis
centraluri postulatebi. am Teoriis avtorebi Tvlidnen, rom adamianis
reklamasTan mimarTebaSi arsebuli fsiqologiuri procesebi ukavSirdeba
grZnobebs, gancdebs da emociebs. amasTan, am Teoriis mesveurTa azriT,
gamaRizianebelsa da gancdas Soris arsebobs proporciuli ukukavSiri.
mecnierebi, romlebic iziarebdnen elementarul-fsiqologiur meTodis
arss, Tvlidnen, rom reklama Sedgeba elementebisagan (sidide, teqnikuri da
grafikuli Semadgenloba, ganwyoba da sxva) am elementebis erToblivi
sinTezi gansazRvravs reklamis warmadobas. mecnierTa mravalmxrivma
eqsperimentebma daamtkica, rom reklamis saerTo aRqma ar warmoadgens misi
elementebis meqanikur jams. asiomaturi gaxda debuleba, rom reklamisaTvis
`erTianoba metia, vidre erTianobis elementTa jami~.
unda aRiniSnos, rom dRes Znelia, Seiqmnas reklamis iseTi Teoriuli
stereotipi, romelic miesadageba nebismier sareklamo SemTxvevas.
ganvixiloT zogierTi Teoriuli modeli, romliTac aixsneba reklamis
moqmedeba.
1. Seswavlis modeli:
nebismieri sareklamo kompania dafuZnebulia Seswavlasa da Semecnebaze.
Seswavlis klasikur (pavloviseul) da instrumentalur TeoriebTan erTad,
reklamis zemoqmedebis asaxsnelad gamoiyeneba Seswavla imitaciuri
modelis mixedviT. magaliTad: diasaxlisis aRtacebuli satelevizio saxe
sarecxi manqanis danaxvisas. amdenad, am tipis reklamisas sul ufro
gamoiyeneba adamianebi `Cemi Tu Seni~ da ara `varskvlavebis~ tipis.

62
Филип Котлер. Управление маркетингом. М. 1980. C. 149.
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Seswavlis Teoriis meore komponenti aris adamianis gonebaze zemoqmedebis
Seswavla, anu imis gansazRvra, Tu ramdenad efeqturia reklama adamianis
gonebaze zemoqmedebis TvalsazrisiT.

2. motivaciuri meTodi:
fsiqologiis mimdevarTa azriT, motivaciuri situacia did zegavlenas
axdens motivirebul obietqbze. arsebobs motivaciuri modelebis ramdenime
nairsaxeoba:
m o t i v a c i i s g o m e o s t a t i k u r i Teoria
gamomdinareobs iqidan, rom individumi ikmayofilebs Tavis moTxovnilebas
imitom, rom daeuflos wonasworobisa da simSvidis mdgomareobas.
gomestatistikuri Teoriis CarCoebSi, SesaZlebelia, gamoiyos ramdenime
koncefcia. magaliTad, instiqtTa Teoria, fsiqoanalitikuri midgoma da
codnis Teoria.
fsiqoanalitikuri midgoma efuZneba froidis Teorias. Tanamedrove
marketingis TeoriaSi es midgoma SedarebiT iSviaTad gamoiyeneba, radgan
momxmareblis moTxovnaTa axsna dafuZnebulia qvecnobierebaze.
codnis Teoria moqmedebis motivacias xsnis Semecnebis procesiT. aq
gamovyofdiT k o g n i t i u r i d i s o n a n s i s Teorias, romlis
Tanaxmadac, disonansi SeiZleba warmoiSvas produqciaze informaciis
miRebis, yidvis an gamoyenebis procesSi. Tu disonansis sidide aRemateba
adamianis xasiaTis maxasiaTebel zRvars, maSin individs SeuZlia: uari Tqvas
im informaciaze, romelmac gamoiwvia disonansi, gamoiyenos es informacia,
an eWqveS daayenos is. am Teoriidan gamomdinareobs, rom reklama ar unda
aRematebodes adamianis moTxovnebs, magram arc Zalian dabali iyos maTze.
mxolod kmayofili momxmarebeli iqceva normaluri disonansis CarCoebSi
da axdens reklamirebuli saqonlis propagandas Tavis nacnobebSi.
reklama sainteresoa, rogorc marTvis obieqti. unda aRiniSnos, rom
reklamis marTva ganisazRvreba msoflioSi sami doniT: a) reklamis marTva
uSualod sawarmos doneze; b) sareklamo saagentoebis mier warmoebuli
reklama da g) reklamis marTva saxelmwifo doneze.
a) reklamis marTva sawarmoos doneze:
unda aRiniSnos, rom am doneze reklamis marTva aris metadre Zviri.
sawarmoTa mxolod mcired nawils SeuZlia Tavisi ZalebiT marTos reklama,
anu damoukideblad Caataros sareklamo kompania: SeimuSaos sareklamo
koncefcia, realizacia, daawesos Sedegebze kontroli. rogorc wesi,
sareklamo biujeti moiTxovs did saxsrebs. ase, magaliTad: germaniaSi
msxvil sawarmoebSi is utoldeba 1 milion germanul markas. amitom aris,
rom sawarmos struqturaSi sakuTari sareklamo ganyofilebis Seqmna
ararentabeluria. msxvili sawarmoebi aseT SemTxvevaSi mimarTaven
konsultantebs, an sareklamo saagentoebs.
b) sareklamo saagentoebi:
sareklamoo saagentoebi aris damoukidebeli sawarmoebi, romlebic
sargebloben iuridiuli piris uflebebiT. am saagentoebis saqmianobis
ZiriTad sferos Seadgens: reklamis koncefciis damuSaveba, reklamis
gavrcelebis procesis marTva/. reklamis Sedegebis SeswavlisaTvis

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SesaZlebelia, mozidul iqnes is samecniero-sakvlevi institutebi,
romlebic ewevian samomxmareblo bazris Seswavlas.
im SemTxvevaSi, rodesac mewarme Rebulobs sareklamo saagentos
gamoyenebis Sesaxeb gadawyvetilebas, man unda warmoadginos sruli
informacia nawarmze da mis mier gagebul sareklamo kompaniis koncefciaze.
mewarmesa da sareklamo saagentos Soris SeTanxmebis process ewodeba
brifingi.
sareklamo saagento gansazRvravs muSa winadadebebs da warudgens
SemkveTs daxarjulTa nusxas, rac aris safuZveli maT Soris dadebuli
xelSekrulebisa.
g) reklamis marTva saxelmwifo doneze:
saxelmwifo doneze reklamis marTva saxvadasxva qveyanaSi
gansxvavebulad warimarTeba. ase, magaliTad: germaniaSi am mizniT, Seqmnilia
iseTi organoebi, rogoricaa: germanuli sareklamo saxelmwifo sabWo,
sareklamo ekonomikis centraluri komisia da sxva organizciebi.
centraluri komisia icavs sareklamo saagentoebis interesebs saxelmwifo
organoebis doneze.
sareklamo sabWo ganixilavs momxmarebelTa saCivrebs sareklamo
sferoSi. amasTan, is adgens im ZiriTad wesebs, romelic exeba sareklamo
industrias. garda amisa, saxelmwifo doneze sareklamo saqmianobis
marTvaSi SesaZlebelia Caebas sxva organoebic.
reklamis sxvadasxva klasifikacia arsebobs. yvelaze gavrcelebuls
warmoadgens reklamis klasifikacia informaciis saSualebebis safuZvelze.
am niSniT ganasxvaveben: klasikur reklamas masobrivi informaciis
saSualebebSi, pirdapir reklamas, reklamas gasaRebis obieqtebze,
individualur reklamas da personalur gayidvas.
klasikuri reklama es aris reklama radioSi, televiziaSi, gazeTebsa da
JurnalebSi, mimarTuli anonimuri momxmareblisadmi. reklamis es forma
dafuZnebulia sareklamo telefilmis, feradi suraTebis Tu sxva
vizualur-dakvirvebiTi saSualebebis gemoyenebaze.
gasaRebis obieqtebSi reklamis organizacia moicavs uSualod
gamofenebze, savaWro obieqtebze reklamis organizacias, plakatebis,
isrebis, maCveneblebis da sxva maxasiaTeblebis bazaze.
garda aRniSnulisa, reklama SeiZleba organizaciuri iqnes informaciis
axali saSualebebis gamoyenebiTac: telefaqsis, videoteqnikis, sakabelo
televiziis da radios, kompiuteruli qselis meSveobiT.
moqmedebis masStabebiT, reklama SeiZlebaA daiyos: firmis da produqtis
reklamad. sawarmom SeiZleba moaxdinos an calkeuli produqtis an
mTlianad firmis reklama. pirvel SemTxvevaSi, gamoiyofa produqtis
calkeuli Tvisebebi. xolo meoreSi firmis – dasaxelebis gamoyenebiT
cdiloben, Seuqmnan avtoriteti calkeul produqcias.
reklamis sxvadasxva forma arsebobs. ganasxvaveben: informaciuli,
emociuri, imijis, SedarebiT, qvecnobier da sxva formebs.
informaciuli reklama moicavs produqtis konkretul maxasiaTeblebs. am
dros gamoiyeneba sruli aRwerilobiTi informacia produqciis Sesaxeb.

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 emociuri reklama dafuZnebulia momxmareblis emociebze. am SemTxvevaSi
produqcia ganlagdeba momxmareblisaTvis mimzidvel garemoSi (bavSvebi,
cxovelebi, buneba da damatebiTi emociebis gamomwvevi sxva matareblebSi).
imijis reklama dafuZnebulia cnobili obieqtebis saxelebis da
avtoritetis gamoyenebaze. aseTi reklama SeiZleba ganlagdes stadionze,
kazinoebSi, satumroebSi da sxva obieqtebze. amasTan, SemCneulia, rom aseTi
adgilebi iwvevs momxmareblis ganfantulobas reklamis obieqtebisadmi.
SedarebiTi reklama gamoiyeneba erTgvarovani produqciis maxa-
siaTeblebis Sedarebisas. magaliTad, erTi da imave saxeobis sarecxi
fxvnilis urTierTSedarebis procesSi.
qvecnobieri reklama dafuZnebulia adamianis qvecnobierebaze.
zemoqmedebis saSualebebze, da is eyrdnoba qvecnobieris froidisebur
gagebas.
reklamis dargSi momavlis perspeqtivis ganWvreta SesaZlebelia mxolod
dagegmvis safuZvelze. reklamis gegma moicavs erT wels. pirvel etapze
ganisazRvreba reklamis mizani, ris safuZvelzec dgeba sagegmo maCveneblebi
(obieqti, subieqti, matareblebi, periodi da biujeti). dagegmvis Sedegi aris
reklamis programa.
sareklamo strategiis sistemuroba moiTxovs farTo sabazro informacias.
is unda moicavdes maCveneblebs:
- bazris uzrunvelyofis done produqciiT;
- produqciis sicocxlis cikli;
- informacia konkurentebis Sesaxeb;
- reklamis matareblebis Rirebuleba.
am saxeobis informaciis miReba SesaZlebelia bazris kvlevis procesSi.
Tu reklamis koncefciis SemuSaveba xdeba gareSe organizaciiT (sareklamo
saagento, sakonstitucio jgufi da sxva), maSin aucilebeli informacia
SeiZleb,a mopovebul iqnes detalizebuli brifingis Catarebis gziT. am
SemTxvevaSi, pasuxi unda gaeces Semdeg kiTxvebs:
- ra gziT unda Catardes reklama (reklamis mizani)?
- risi reklama iwarmoeba (reklamis obieqti)?
- sad xorcieldeba reklama (miznobrivi masStabi)?
- ra saxsrebs moiTxovs reklama (sareklamo biujeti)?
- informaciis ra saxeobebi gamoiyeneba reklamisaTvis reklamis
matareblebi)?
- ra formiT unda ganxorcieldes reklama (reklamis saSualebebi)?
- rodis unda daiwyos reklama (reklamis dro)?
reklama udaod emsaxureba sawarmos mizanis miRwevas. amasTan, sakuTriv
reklamas SeiZleba gaaCndes Tavisi mizani. ganasxvaveben ekonomikuri da
araekonomikuri (komunikaciuri) reklamis mizans. ekonomikuri mizani
uSualod ukavSirdeba saqonlis gasaRebas, araekonomikuri iribad moqmedebs
am procesze. araekonomikuri _ mizani moiTxovs SedarebiT did danaxarjebs.
qvemoT moyvanilia reklamis araekonomikur mizanTa katalogi. is moicavs:
- produqciis gacnobis SesaZleblobis gafarToebas;
- momxmareblisadmi farTo informaciis miwodebas;
- produqciis imijis cvlas (modernizacia, srulyofa);
- interesis gafarToebas momxmarebelSi;
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 - sawarmos avtoritetis zrdas;
- produqciis Rirsebis amaRlebas.
araekonomikuri mizani ZiriTadad dafuZnebulia adamianis fsiqikaze
zemoqmedebis SesaZleblobebze.
didi mniSvneloba aqvs sareklamo kompaniis dagegmvas. sareklamo kompaniis
dagegmva moicavs Semdeg safexurebs:
- reklamis miznis dadgena;
- reklamis saSualebebis gansazRvra;
- reklamis biujetis gaangariSeba.
arsebobs reklamis biujetis gansazRvris ori meTodi: analitikuri da
araanalitikuri.
gamocdileba cxadyofs, rom mewarmeTa umravlesoba iyenebs
araanalitikur meTods, romelic efuZneba araempiriul codnas. am meTodiT
biujetis gaangariSebis ramdenime saxeoba arsebobs. magaliTad: cnobilia,
orientacia gasaRebaze. aRniSul SemTxvevaSi reklamis biujeti
ganisazRvreba procentulad produqciis gasaRebis wina wlis, an
mosalodneli gasaRebis, an gasaRebis ramdenime wlis saSualo
maCveneblebis mimarT. arsebobs gaangariSebis sxva meTodebic. magaliTad:
reklamis biujeti ganisazRvreba, rogorc sxvaoba marketingis saerTo
biujetisa da sxva saxeobis danaxarjebs Soris. konkurentebTan paritetis
meTodis gamoyenebis SemTxvevaSi, sawarmo sabazisod iRebs konkurentebis
dnaxarjebs reklamaze. am meTodis nakli mdgomareobs imaSi, rom rogorc
wesi, mcire informacia konkurentobis analogiuri danaxarjebis Sesaxeb.
analitikuri midgoma bazirebs reklamze danaxarjebsa da miznis miRwevis
dones Soris funqciuri damokidebulebis gansazRvraze. arsebobs
analitikuri modeli, [76,c.190]. romelmac regresiuli analizis safuZvelze
gansazRvra, bazris koniunqturis cvlilebebis damokidebuleba (t) reklamis
danaxarjebze, konkurentis Sesabamis maCveneblebze (k). vainbergis formula
Semdegnairad gamoiyureba

W  tWk K

reklamis dagegmvis procesSi didi mniSvneloba eniWeba misi biujetis

swor ganawilebas. am mizniT, aucilebelia ganisazRvros: jer erTi,
komunisaciis ra saSualebebi aris gansakuTrebulad efeqturi mocemuli
produqciis reklamisaTvis, meore, aucilebelia, dadgindes im
komunikaciuri saSualebebis Tanmimdevroba, sadac unda ganTavsdes reklama.
arsebobs reklamis sxvadasxva matareblebi amasTan, yvela isini unda
akmayofilebdes Semdeg pirobebs: maTi konfiguracia unda iZleodes
reklamis ganTavsebis saSualebas. xolo maTTan adamianis kontaqti unda
aRZravdes masSi interess. reklamis matareblebSi ganasxvaveben:
misamarTebis cnobarebs. gansakuTrebiT efeqtiania satelefono
samisamarTo cnobarebi, rogorc reklamis ganTavsebis sakmaod efeqturi
wyaro. gamoiyeneba agreTve sareklamo dafebi (gansakuTrebiT sportul
dawesebulebebSi). garegani reklamis yvelaze gavrcelebuli formaa
plakati. plakati, rogorc wesi, ganTavsdeba transportze, Senobaze da sxva.
gavrcelebulia reklamis warmodgena gancxadebis saxiT. saubaria
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sareklamo baraTebze, romlebic ufasod urigdeba mocemuli raionis
macxovreblebs. ganasxvaveben sareklamo gancxadebis sam ZiriTad saxeobas:
samomxmareblo gancxadeba, romelic Seicavs informacias sagnis
samomxmareblo Tvisebebis Sesaxeb;
arapolitikuri gancxadeba, romelic Seicavs informacias kulturuli,
sazogadoebrivi da sportuli cxovrebis Sesaxeb;
politikuri gancxadeba, romelic moicavs politikur sareklamo Temebs.
sareklamo menejerisaTvis didi mniSvneloba aqvs imas, Tu rogoria
reklamis momcveloba. reklamis momcvelobis SefasebisaTvis gamoiyeneba
iseTi maCveneblebi, rogoricaa: momcelobis bruto da momcvelobis neto.
im SemTxvevaSi, rodesac gamoiyeneba reklamis ramdenime wyaro viyenebT
bruto maCvenebels, anu reklamis matareblebis jamur sidides. neto
maCveneblebis gamoyeneba gviCvenebs Tu ramden adamians aqvs SesaZlebloba,
iqonios Tundac erTi kontaqti reklamasTan.
sareklamo kompania unda moicavdes drois garkveul monakveTs, is
damokidebulia mraval faqtorze, aseTebia: konkurentebis moqmedebis
Taviseburebani reklamis sferoSi, momxmareblis fsiqologiuri ganwyobis
cvla da sxva. didi mniSvneloba gaaCnia reklamis sezonurobas. ase,
magaliTad: sezonuri saqonlisa Tu produqciisaTvis saWiroa swrafi
sareklamo kompaniis Catareba. arasezonuri sawarmoebisaTvis reklama unda
moicavdes drois gacilebiT ufro did intervals. gasaTvaliswinebelia
isic, rom Tu adamians aqvs xSiri kontaqti sareklamo obieqtebTan, reklama
garkveuli drois Semdeg axdens ukumoqmedebas, rac xSir SemTxvevaSi
antireklamis tolfasia.
sareklamo mimarTvis nivTobrivi transformacia aisaxeba reklamis
saSualebebSi. ukanaskneli SeiZleba gadmoices Sinaarsobrivad an
warmosaxviTi meTodiT. arsebobs reklamis Semdegi saSualebebi:
- satelevizio gancxadeba, telegorgolaWi, radioreklama;
- prospeqti, katalogi, beWduri gancxadeba;
- vitrinis gaformeba, reklama SuqiT, plakati;
- sareklamo saubari, satelefono reklama;
- viqtorinebi, sareklamo TamaSebi, sareklamo saCuqrebi.
es CamonaTvali cxadyofs, rom arsebobs mWidro urTierTkavSiri
sareklamo saSualebebsa da reklamis matareblebs Soris, rig SemTxvevaSi
maT Soris zRvaris gavleba SeuZlebelia. amasTan, unda aRiniSnos, rom
reklamis matareblebs gaaCniaT Tviseba, romlis saSualebiTac, SeiZleba,
gavaZlieroT an SevasustoT reklamis saSualebebis zemoqmedeba.
ganasxvaveben mTel rig faqtorebs, romlebic gansazRvraven sareklamo
saSualebebis zemoqmedebis dones.
didi mniSvneloba eniWeba zemoqmedebis faqtors. aseTi reklamis
gamoyenebas aqvs azri im xalxze zemoqmedebisaTvis, romelTac uWirT
damoukideblad gadawyvetilebis miReba.
identifikaciis faqtors aqvs mniSvneloba imdenad, ramdenadac am
SemTxvevaSi reklamis miznis misaRwevad gamoiyeneba im avtoritetTan
identifikacia, romelic dadebiTad ganawyobs sareklamo subieqts
obieqtisadmi.

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 konkretizaciis faqtoris gamoyenebis SemTxvevaSi, reklamam unda
warmosaxos obieqturi suraTi sareklamo movlenis Sesaxeb.
reklamis saSualebebi zemoqmedebas axdens adamianis grZnobis xuTive
organoze. amasTan, yvelaze efeqturia zemoqmedeba mxedvelobisa da smenis
organoebze. adamiani ukeT aRiqvams sakuTriv nanaxs, vidre gagonils.
mxedvelobiTi reklama damokidebulia mraval faqtorze, romelTagan unda
gamovyoT:
teqstis wakiTxvis efeqtianoba. is damokidebulia asoebis sidideze,
teqstis sirTuleze, struqturaze, sityvebis simartiveze da sxva.
gamokvlevebma daadastura, rom gamoyenebuli Sriftis sxvadasxva saxeoba ar
axdens arsebiT zegavlenas teqstis wakiTxvis simartiveze. negatiur
zegavlenas ukavSirdeba mxsvili an Zalian wvrili Srifti. amasTan, Sav-
TeTri kontrasti Sriftsa da vels Soris iZleva teqstis aRqmis
gaumjobesebul saSualebas. teqstis ganlagebis SemoqmedebiTi, originaluri
xerxebis gamoyeneba aseve aZlierebs mkiTxvelis yuradRebas.
winadadebis sidide. sareklamo teqstebi unda iyos mokle da mkafio.
iwerebodes martiv da auditorisaTvis misaReb enaze.
informaciuli tevadoba. Tu teqsti gadatvirTulia informaciiT, is mas
aZlevs informaciis aRqmas. aRniSnul SemTxvevaSi, is piri, romelic
aRiqvams am saxis informacias, SeiZleba uari Tqvas mis gonebriv analizze.
am naklovanebis Sekreba SesaZlebelia informaciis grafikuli gadmocemis
gziT (grafikebi, piqtogramebi, ilustraciebi). amasTan, informaciis es
wyaroebi unda ganlagdes ise, rom moaxdinos yuradRebis akumulireba
ZiriTad sareklamo obieqtebze.
argumentaciis forma. ganasxvaveben sareklamo argumentaciis ramdenime
Tvisobriv formas. tradiciebisadmi mowodeba did zegavlenas axdens
sareklamo obieqtebze. eTikuri normebisa da moralisadmi miwodeba
gamoiyeneba im erebSi, sadac aris konservaciuli warmodgenebi moralze.
garda amisa, SesaZlebelia, gamoyenebul iqnas racionaluri, empiriuli da
logikuri argumentacia.
sareklamo gamoTqmebi. reklamaSi, rogorc wesi, gamoiyeneba cnobili
sityvebi, iseTebi, rogoricaa: `siaxle~, `kargi~, `ganaxlebuli~, rac
bunebrivia, win swevs sareklamo obieqtis Taviseburebebs. amasTan, xSir
SemTxvevaSi, am sityvebis teqstSi ganmeoreba iwvevs msmenelis ukureaqcias.
reklamis aRTqmisaTvis didi mniSvneloba gaaCnia imas, Tu sad ganlagdeba
is. am mxriv, mravalgzis dakvirvebebma cxadyo Semdegi:
marjvena Tu marcxena gverdze?
eqsperimentebiT dadginda, rom marcxena zeda kuTxeSi ganlagebuli
reklama met yuradRebas iqcevs. es dakavSirebulia im tradiciasTan,
romlis Tanaxmad, yvelaze prestiJuli reklama, rogorc wesi, sareklamo
furclis marcxena zeda kuTxeSi Tavsdeba.
sareklamo gverdis dasawyisSi Tu boloSi?
unda aRiniSnos, rom sareklamo gverdis dasawyisSi da boloSi,
ganTavsebuli reklama gacilebiT ukeT ikiTxeba, vidre SuaSi ganlagebuli.
analogiuri situacia iqmneba sareklamo satelevizio gorgolaWis Cvenebis
procesSi. rogorc wesi, reklamis gamSvebi cdilobs is ganaTavsos
satelevizio gadacemamde da ara SuaSi, rac naklebad efeqturia.
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 didi Tu mcire moculoba?
rogorc cdidan dadginda, informaciis matareblebi unda iyos mcire
moculobis, amasTan, Sinaarsobrivad martivi, tevadi.
ra feris?
feri reklamaSi mraval funqcias asrulebs _ is iwvevs garkveul
emociebs, gansazRvravs informaciis imijs, zemoqmedebs grZnobebze. feradi
reklama emociurad ufro rTulad aRiqmeba, vidre Sav-TeTri, magram Tu
sakiTxi exeba informaciaze yuradRebis gaZlierebas, aq saqme gvaqvs
sapirispiro movlenebTan. mravalmxrivma gamokvlevebla cxadyo, rom feradi
reklamisadmi vizualuri dakvirvebis dro naklebia, vidre Sav-TeTrisadmi,
magram mas gaaCnia ufro didi efeqti da ukeT amaxsovrdeba pirovnebas.
ra aris reklamaSi umTavresi: argumentebi, faqtebi, atmosfero, emociebi?
am kiTxvaze pasuxis gacema arcTu ise martivia. . . saqme imaSia, rom
reklamis istoria masze gansxvavebul pasuxs scems da es, upirveles
yovlisa, dakavSirebulia reklamis stilTan.
XIX saukunis dasasrulsa da XX saukunis dasawyisSi reklamaSi
batonobda stili, romlis dasaxelebaa `ratom mainc da mainc~ misi erT-
erTi damfuZnebeli e.kenedi [91,c.87]. amtkicebda, rom kargi reklama es,
upirveles yovlisa, aris savaWro sawarmoo gadatanili furcelze. XX
saukunis ocian wlebSi gavrcelda reklamis axali stili `atmosfero~. am
stilis fuZemdeblis T. makmanusis reklama Seiqmna korporacia `jeneral
motorzis~ SekveTiT da gamoqveynda mxolod erTxel. saqme imaSia, rom 1914
wels gaiSala konkurentebis farTo sareklamo kompania `jeneral
motorzis~ yvelaze ZviradRirebuli avtomobislis `kadilakis~
sawinaaRmdegod. T. makmanusma yovelive amas daupirispira `kadilakis~
sareklamo suraTi warweriT, `SurisZieba liderobisaTvis~. cnobilia, rom
lideris pozicia yovelTvis orWofulia, mas yovelTvis ebrZvian. brZola
warimarTeba yovelive axlis, winmswrefis mimarTac. amdenad, es reklama
kidev erTxel adasturebs imas, rom kadilaks ebrZvian mxolod imitom, rom
is kargia. `SurisZieba liderobisaTvis~ arwmunebda auditorias ara
argumentebiT, aramed sagnis irgvliv Seqmnili atmosferoTi. miuxedavad
imisa, rom es reklama gamoCnda presaSi mxolod erTxel, man didi
zegavlena moaxdina avtomanqanis gasaRebaze.
zemoT aRniSnuli am ori stilis sanacvlod ukve 1958 wels gamoCnda
axali stili, romelic warmoadgenda am oris hibrids. ase, magaliTad:
`rolss-roisis~ imJamindel reklamaSi aRiniSneboda: `manqanaSi, romelic
aviTarebs 100 kilometrs saaTSi, yvelaze ufro xmaurobs eleqtronuli
saaTi~. qvemoT 19 punqtSi ganmartebuli iyo `ratom mainc da mainc~. aseTma
reklamam Tavisi roli iTamaSa. ukve wlis bolos manqanebis gasaReba
gaizarda 50%-iT.
aRniSnulidan gamomdinare, bunebrivad ibadeba kiTxva: rogor SevarCioT
sworad reklamis saSualebebi?
upirveles yovlisa, gadamwyveti mniSvneloba eniWeba reklamis
Rirebulebas. aq gamoiyeneba Rirebulebis gansazRvris ori meTodi: pirveli
–reklamis saerTo Rirebulebis gansazRvra da meore – reklamis
Rirebuleba aTas mkiTxvelze gaangariSebiT. pirvel SemTxvevaSi

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gaiangariSeba Tu ra jdeba reklama komunikaciis ama Tu im saSualebebiT
gamoyenebis procesSi. meore meTodSi Rirebuleba ganisazRvreba formuliT:

reklamis Rirebulebis aTas mkiT- reklamis saerTo xarjebi (lari)

=
xvelze (mayurebelze, msmenelze) gamocemis tiraJi; mayureblis,
msmenelis auditoria (aTasi kaci)

vTqvaT, sareklamo gancxadeba gazeTis formatis erT meoTxed gverdze,

Rirs 50 aTasi maneTi, JurnalSi – 25 aTasi maneTi, maSin reklamis
Rirebuleba gazeTSi (C) aTas kacze 5 milion egzempliariT gamocemis
SemTxvevaSi Seadgens:

50 000 lari
C1= ------------------ = 10;
5 000 aTas kaci

xolo JurnalSi (C2) Seadgens 50 man. aTas kacze 500-aTasiani tiraJis

SemTxvevaSi.

25 000 lari
C1= ------------------ = 50;
500 aTas kaci

cxadi xdeba, rom gazeTSi reklamireba ufro efeqtiania, vidre JurnalSi,

magram es ase ar aris da imisaTvis, rom SeirCes optimaluri varianti,
aucilebelia, gaviTvaliswinoT sxva faqtorebic, aseTia:
reklamis Rirebulebis gansazRvra usargeblo auditoriis
gaTvaliswinebiT. yvela saxis reklama mimarTulia konkretul
momxmarebelze. ase, magaliTad: safinanso reklama pirvel rigSi, miiqcevs
ekonomistebis yuradRebas, samSeneblo – inJinrebis da sxva. usargebloa is
auditoria, romliskenac mimarTulia reklama, magram romlis yuradRebis
obieqti igi SeiZleba ar gaxdes. daubrundeT Cvens magaliTs: vTqvaT, Cven
mier gamoqveynebul sagazeTo reklamam daainteresa 250 aTasi kaci.
darCenili (5000-250=aTasi kaci) Seadgens usargeblo auditorias. Jurnalis
SemTxvevaSi, Tu reklamam daintereseba gamoiwvia 250 aTas kacSi, usargeblo
auditoria Seadgens (500-250=250 aTas kacs). aRniSnulidan gamomdinare,
reklamis Rirebuleba usargeblo auditoriis gaTvaliswinebiT, Seadgens:

reklamis Rirebuleba usargeb- saerTo danaxarjebi reklamaze

=
lo auditoriis gaTvaliswinebiT miznobrivi auditoria
(aTasi kaci)

miznobrivi auditoria = tiraJi (saerTo auditoria) –

usargeblo auditoria

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 Cvens SemTxvevaSi reklamis Rirebuleba usargeblo auditoriis
gaTvaliswinebiT gazeTisaTvis C1 Seadgens 200 aTas maneTs _ aTas kacze,
JurnalisaTvis C2 – 100 maneTs aTas kacze.

50 000 lari
C1= ------------------ = 200;
25 000 aTas kacze

25 000 lari
C1= ------------------ = 100;
25 aTas kacze

amdenad, ufro efeqturia JurnalSi gamoqveynebuli reklama.

didi mniSvneloba eniWeba reklamis saSualebebis mier auditoriis
momcvelobas. vTqvaT, Cveni produqciisaTvis potenciuri bazari Seadgens 1
milion momxmarebels. es niSnavs, rom sagazeTo da saJurnalo reklamiT
movicavT bazris 25%-s. amasTan, sagazeTo reklamas gaaCnia is Tavisebureba,
rom miuxedavad tiraJisa, erTsa da imave gazeTs `xelidan xelSi~ gadacemis
gziT meti momxmarebeli kiTxulobs, vidre es sinamdvileSi dafiqsirebulia
tiraJiT. am faqtoris gaTvaliswinebiT, SegviZlia zemoT warmodgenili
formulis koreqtireba:

reklamis Rirebuleba reklamis saerTo danaxarjebi

=
aTas mkiTxvelze tiraJi * informaciis gadacemis sixSire

miznobrivi auditoria = tiraJi * informaciis gadacemis sixSire –

usargeblo auditoria

aseve didi mniSvneloba aqvs reklamis auditoriisadmi miwodebis

sixSires, anu iq igulisxmeba reklamis wakiTxvis Tu naxvis is odenoba,
romelic efeqtur zegavlenas axdens miznobriv auditoriaze. vTqvaT, Cvens
magaliTSi aseTi cifri Seadgens 3-s, maSin cxadia, rom gazeTi am
kriteriumebiT gacilebiT ufro efeqturi saSualebaa, vidre Jurnali,
radgan pirveli yoveldRiuri an yovelkvireuli sixSiriT gamodis, maSin,
rodesac Jurnali, rogorc wesi, TveSi erTxel gamoicema. amasTan, unda
SevniSnoT, rom Jurnalis SemTxvevSi, aseve, SesaZlebelia, moiZebnos
gamosavali Tu sareklamo gancxadebis zemoqmedebis Zalas gavaZlierebT
samjer. es miiRweva sxvadasxva gziT. magaliTad: Tu gavadidebT sareklamo
informaciis zomas samjer, an movaTavsebT mas Jurnalis dasawyisSi da
boloSi, anu Tu gamoviyenebT reklamis gaformebis araodrinalur xerxebs
(feradi Srifti, grafikuli gadmocema an sxva).
nebismieri reklamis saboloo Sedegi aris pozitiuri ekonomikuri
efeqtis miReba, winaaRmdeg SemTxvevaSi reklama SeiZleba CaiTvalos
araefeqturad. reklama ganixileba, rogorc marketingis kompleqsuri
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elementi. sawarmoos saerTo mizanTa kompleqsSi am ukanasknelisagan
ganyenebuli ganxilva ar iqneboda marTebuli.
reklamis efeqtis Sefasebisas gamoiyeneba mravali meTodi: magaliTad,
bazarze reklamis zemoqmedebis Seswavla anketirebis wesiT. es meTodi
moiTxovs did danaxarjebs da amitom, praqtikaSi iSviaTad gamoiyeneba.
ufro gavrcelebulia ekonometrikuli meTodebi. statistikuri modeli
regresiuli analizis meTodis bazarze aris bazris reaqciis martivi
funqcia.
X=a+bW
es modeli gvauwyebs, rom W -sareklamo danaxarjebsa da X-s (gasaRebas)
Soris arsebobs wrfivi kavSiri.
efeqtianobis SefasebisaTvis praqtikaze gamoiyeneba eqsperimentuli
meTodic. am SemTxvevaSi firma arCevs ramdenime gasaRebis bazars, sadac
warmoebs erTi da imave sareklamo danaxarjebis kompania. amis Semdgom
danaxarjebs reklamaze bazrebis erT mesamedSi amcireben garkveuli
procentiT. mag: ormocdaaTi procentiT, meore mesamedSi ki piriqiT, zrdian
ormocdaaTi procentiT, mesame nawilSi danaxarjebi ucvlelia. ukanaskneli
warmoadgens im sakontrolo maCvenebels, romlis mimarT danaxarjebis
Sedareba cxadyofs reklamis efeqtianobas.

XIV. 9. dasavleTis bazris Seswavlis specifika

sityva `marketingi~ mraval enaSi gamoiyeneba. man saintereso adgili

daikava qarTul leqsikonSic. yvela enaze marketingi es aris im sawarmoo
da gasaRebis RonisZiebaTa erToblioba, romelic uzrunvelyofs
produqciis maRalefqtian realizacias da mogebis zrdas. marketingisadmi
arsebobs yvela enaze saerTo midgoma, amasTan, misi realizaciis praqtika
sxvadasxva erebSi xalxebsa Tu teritoriebze gansxvavebulia. unda
aRiniSnos, rom garkveuli TaviseburebebiT xasiTdeba marketingi
dasavleTis bazarzec.
dasavleTis firmebis marketingis ganyofielba asrulebs mTel rig
funqciebs. maT Soris unda gamovyoT:
- bazrebis gamokvleva;
- gasaReba da miwodeba;
- myidvelTa gadaxdisunarianobis kontroli;
- reklama;
- miwodebis vadebis dadgena;
- miwodebuli saqonlis Semdgomi momsaxureba.
nebismieri firmis finansuri keTildReoba damokidebulia misi
produqciis realizaciaze, ukanaskneli gansazRvrulia bazris
eqspluataciis SesaZleblobebiT amdenad, marketingi finansebTan erTad
firmebSi asrulebs umniSvnelovanes funqcias misi sicocxlisunarianobis
SenarCunebis sferoSi.
amdenad, firmis saqmianobis yvela sfero akumulirdeba realizaciaSi.
aseT urTierTdamokidebulebas firmis warmoebiT da realizaciis funqciebs
Soris evropaSi uwodeben `marketing miqss~ (marketing mix).
marketingis evropuli koncefcia gulisxmobs Semdeg cnebaTa kompleqss:
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 - ra unda gavyidoT, anu ra unda vawarmooT imisaTvis, rom movaxdinoT
misi Semdgomi efeqtiani realizacia;
- sad unda gavyidoT, anu rogor unda ganvsazRvroT gasaRebis bazari;
- ra xerxebiT unda gavyidoT (sacalo, sabiTumo, vaWrobis gziT, saxlSi
miwodebiT Tu sxva);
- romel potenciur momxmarebels mivyidoT (qals, kacs, bavSvs Tu sxva
asakovan, erovnul, geografiul, Tu politikur jgufs).
samarketingo RonisZiebaTa efeqtianobaze dasavleTis qveynebSi
metyveleben Semdegi indikatorebi:
miRebuli SekveTebi/brunva;
miRebuli SekveTebis raodenoba/klientebis raodenoba (Rirebuleba);
brunva/arsebuli SekveTebi;
brunva/gamyidvelis raodenoba;
miRebuli SekveTebi/arsebuli SekveTebi;
brunva/mza produqciis maragebi sawyobSi;
brunva/klientebis raodenoba;
brunva/reklamaciebis raodenoba;
sareklamo danaxarjebis brunva.
marketingis koncefcia dasavleTis bazarze igeba imaze damokidebulebiT,
Tu ra tevadobis aris bazari da ara iqidan gamomdinare, Tu ra
raodenobis produqcia SegviZlia, vawarmooT. amdenad, aucilebelia,
sakuTriv bazris Seswavla, anu yvela im pirobis analizi, romelsac
gaaCniaT mniSvneloba produqciis warmatebuli realizaciisaTvis. amasTan,
analizdeba ara mxolod warmoebis wesi, aramed brunvis dro, mogeba,
konkurentunarianoba, stailingi (forma da garesaxe) da sxva.
bazrebis Seswavla gulisxmobs agreTve momxmareblis yovlismomcvel
analizs, misi moqmedebis motivacias, sezonur rxevebs, gamsaReblis
organizaciebis SesaZleblobebs da sxva. bazris sistematuri da
Tanamimdevruli Seswavla iZleva produqciis gegmazomieri realizaciis
saSualebas, xolo gasaRebaze kontroli ki, Tavis mxriv, iZleva firmis
sawarmoo simZlavreebis kontrolis dawesebis SesaZleblobas.
dasavleTis marketingis koncefciaSi erT-erTi mniSvnelovani sfero aris
im faqtorTa analizi, romlebic moqmedeben gasaRebaze. es faqtorebi
SesaZlebelia, gaerTiandnen sam jgufSi: saqonlis faqtorebi, sawarmoo
faqtorebi da sabazro faqtorebi:
_ saqonlis faqtorebs miekuTvneba:
-erTgvarovani saqonlis fasis sxvaoba konkurentebis mixedviT;
saqonlis urTierTcvalebadobis unari (sxva saqonliT Secvlis
SesaZlebloba);
- saqonlis pirdapiri da iribi unari (sxva saqonliT Secvlis
SesaZlebloba);
- saqonlis fasis Sesabamisoba mosaxleobis gadaxdisunarianobasTan;
sawarmoo faqtorebi:
- mocemuli sawarmos bazarze saerTo mdgomareoba;
- konkurenciis zemoqmedeba sawarmoebze;
- sawarmos prestiJi;
- sawarmos finansuri SesaZleblobani;
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 - produqciis nomenklaturis saerTo struqtura;
- sawarmoo da gasaRebis programebis elastiuroba.
sabazro faqtorebi:
-bazris saerTo moculoba;
-konkurentebis xvedriTi wili bazarze;
-moTxovnis elastiuroba;
-sabiTumo da sacalo vaWrobis xvedriTi wili.
cnobilia, rom dasavleTis bazari xasiTdeba saqonlis siWarbiT.
amitomac aris, rom aucilebelia gansxvavebuli midgoma warmoebis
saSualebaTa Tu moxmarebis sagnebis bazris analizisadmi.
warmoebis saSualebebis bazris analizi moiTxovs specifiur ganaTlebas
teqnikur sferoSi. rogorc wesi, aseTi bazrebis gamokvlevas awarmoebs
TviT produqciis mwarmoebeli. analizisaTvis gamoiyeneba Semdegi
maxasiaTeblebi:
bazris saerTo moculoba;
moTxovnilebaTa racionaluri ganawileba;
konkurentebis raodenoba da maTi xvedriTi wili bazarze;
sareklamo saSualebebi da konkurentebis reklama;
konkurentebis gasaRebis organizacia;
klienturis motivacia;
konkurentebis produqciis konstruqciuli Taviseburebani;
rentabelobis, xarisxis da fasebis SedarebiTi maCveneblebi.
momxmareblis sagnebis gasaRebis programis Sedgenisas, aseve, unda
dadgindes yvela is faqtori, romelic iZleva saSualeba, daveufloT
bazris aRniSnul segments. aq gansakuTrebula mniSvnelobas iZens
konkurentebis moqmedebis TaviseburebaTa Seswavla bazarze. am ukanasknelis
dasadgenad, aucilebelia, pasuxi gaeces Semdeg SekiTxvebs:
- bazris ra xvedriT wils floben konkurentebi produqciis calkeuli
jgufebis mixedviT?
- rogoria konkurentebis saqonelbrunva?
- ramdenad cnobilia konkurentebis produqcia?
- ra safirmo dasaxelebas iyeneben konkurentebi?
- rogoria gasaRebis organizaciis sistema?
- ra principebi gamoiyeneba gasaRebis procesSi (geografiuli,
regionuli Tu momxmareblis jgufebis mixedviT)?
- ra raodenobis TanamSromelia dasaqmebuli gasaRebis sferoSi?
- fasebis ra politikas iyeneben konkurentebi?
- reklamis ra saSualebebi gamoiyeneba konkurentebis mier?
- reklama warmoebs sakuTari ZalebiT Tu sareklamo organizaciebis
mier?
- gamoiyeneba Tu ara produqciis demonstrirebisaTvis gamofenebi?
- rogor dgas konkurentebTan klientis momsaxurebis sakiTxi?
- rogoria konkurentisaTvis miwodebis vadebi da pirobebi?
- rogoria produqciis stailingi?
- ra qveynebSi xdeba produqciis eqsporti?
- rogoria eqsportis xvedriTi wili calkeuli qveynebis mixedviT?

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 - vin gamoiyeneba produqciis realizaciis procesSi sazRvargareT:
adgilobrivi agentebi Tu firmis warmomadgenlebi?
- rogoria konkurentebis qveynebs Soris politikuri da ekonomikuri
urTierTobani?
calkeuli konkurentebis SemTxvevisaTvis rasakvirvelia icvleba
SekiTxvaTa nusxa miuxedavad amisa, saorientacio gasaRebis programis
Camoyalibebis aucilebloba asaxulia am kiTxvebSi.
marketingis meTodika bazrebis Seswavlis procesSi gulisxmobs
ramdenime meTodis kompleqsur gamoyenebas. aseTia: fsiqologiuri,
momxmareblis moqmedebis motivaciis Seswavlis da sxva.
momxmareblis motivaciis Seswavla warmoebs ori mimarTulebiT: pirvel
SemTxvevaSi swavloben momxmareblis qcevis motivebs produqciis yidvis
procesSi; meore SemTxvevaSi ki ganisazRvreba, Tu ra saSualebebiT aris
SesaZlebeli, movaxdinoT zemoqmedeba momxmarebelze, raTa man Seisyidos
produqcia.
adamianis moqmedebis motivebis Seswavlas mivyavarT iseT mecnierebamde,
rogoricaa fsiqologia. cnobilia, rom moqmedebis motivacia es aris im
faqtorTa naerTi, romelic ubiZgebs adamians garkveuli moqmedebisaken.
rogorc adamiani iokebs SimSils Wamis procesSi, aseve myidvelic
ikmayofilebs moTxovnebs saqonlis SeZenis dros. amasTan, unda SevniSnoT,
rom adamiani yidulobs iseT sagnebsac, romlebic misTvis saziano an
miuRebelicaa. magaliTad: Tambaqos an Tundac, Zlier sasmelebs. am
SemTxvevaSi, misi moqmedebis motivi gansazRvrulia sazogadoebaSi
dadgenili qcevis socialuri normebiT. amdenad, am sagnebis SeZeniT
adamiani cdilobs, moipovos sazogadoebrivi individualoba, prestiJi an
nonkorformizmi.
adamianis qcevis umravlesoba nakarnaxevia misi Sinagadi fsiqologiuri
daZabvis ganmuxtvis aucileblobiT. sagnebis SeZeniT is cdilobs, miiRos
Sinagani energiis xarjvis SesaZlebloba. amasTan, unda SevniSnoT, rom
myidvelTa moqmedebis motivebi xSirad iracionalurni arian. vTqvaT,
adamians unda, iyidos ufro Zvirad Rirebuli avtomobilis modeli, magram
mas amis materialuri SesaZlebloba ar gaaCnia. aRniSnul SemTxvevaSi,
Semakavebel faqtorad gvevlineba adamianis materialuri mdgomareoba.
imisaTvis, rom ukeT gaverkveT qcevis motivebSi, aucilebelia, gavigoT
misi moqmedebis mizezebi. am mizniT unda davadginoT calkeuli
fsiqologiuri faqtorebi. amisaTvis gamoiyeneba Semdegi meTodebi:
- funqciuri;
- dinamikuri;
- funqciuri analizi.
funqciuri meTodi

aRniSnul meTodis arsi bazris imaze, rom ar SegviZlia ganvsazRvroT

is, Tu ratom yidulobs esa Tu is pirovneba konkretul produqcias
(vTqvaT, avtomobils), an ratom yidulobs adamians produqcias saerTod
(anu saerTod, avtomobils). aRniSnuli sakiTxis Seswavlisas, aucilebelia,
gaviTvaliswinoT yvela is garemoeba, romelic zemoqmedebs mocemuli
gadawyvetilebebis miRebaze.
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 vTqvaT, gvinda SevimuSavoT Tambaqos axali nawarmis marketinguli
koncefcia. amisaTvis aucilebelia, davadginoT, Tu rodis eweva adamiani
Tambaqos, rodis yidulobs mas, ra grZnoba eufleba mowevis SemTxvevaSi, ra
stailings aniWebs is upiratesobas.
xSirad, adamianis mier sruliad iracionaluri fsiqologiuri motivebi
gamoiyeneba ama Tu im saqonlis Sesyidvisas.
ase, magaliTad: firmam mimarTa marketingis samsaxurs, rom ukanasknels
daedgina Tu rogor SeiZleboda aluminis kasris gasaRebis gadideba, rkinis
kasrebTan SedarebiT. moqmedi faqtorebis Seswavlam cxadyo, rom miuxedavad
simsubuqisa da Jangbadisadmi medegobisa, momxmarebeli upiratesobas
aniWebda rkinis kasrs, radgan simZimis gamo, qmnida ufro saimedos iluzias.

dinamikuri meTodi

adamianis qcevis motivebis saerTo proncipebis Seswavla drois mocemul

momentSi ar iZleva saSualebas, ganvsazRvroT am motivTa cvlis tendencia
garkveuli periodis Semdgom. aRniSnulidan gamomdinare, aucilebeli xdeba
drois faqtoris gaTvaliswineba da misi misadageba adamianis qcevis
prognozisadmi. aRsaniSnavia, rom dinamikuri faqtori moicavs, rogorc
istoriul, aseve sazogadoebriv aspeqtebsac. adamianis qceva icvleba ara
marto asakis cvlasTan erTad, aramed istoriul, socialur WrilSi. Tavisi
cxovrebis xangrZlivi periodis ganmavlobaSi, adamiani icvlis
Sexedeulebebs, gemovnebas. amdenad, imisaTvis, rom ganvWvritoT
moTxovnilebaTa cvlis tendencia, aucilebelia vicodeT, Tu ra motivi edo
adamianis qcevas safuZvlad sagnis pirveladi moxmarebis procesSi/ ase,
magaliTad: Tambaqos nawarmis gayidvis axali samarketingo koncefciis
Seswavlisas aucilebelia vicodeT, Tu ra grZnobebi edo safuZvlad
adamianis mier pirveli sigaretis mowevis procesSi da ra mniSvnelobas
iZenda Tambaqos moweva cxovrebis sxvadasxva etapze. rodesac vswavlobT
saojaxo biujetis cvlis tendencias drois sxvadasxva istoriul
monakveTSi, aucilebelia, vicodeT, Tu upiratesad ra sagnebis SeZenas
axmarda biujets esa Tu is ojaxi.

funqciuri analizis meTodi

am meTodis mixedviT, adamianis qcevebs safuZvlad udevs meoradi

motivebi, anu qcevis motivacia mniSvnelovnad ganisazRvreba. im motivebiT,
romlebic TviT adamianisaTvis ucnobia. rogorc mravaljeradma cdebma
daamtkica, momxmareblis qceva, rogorc wesi, iracionaluria, anu man
TviTon ar icis Tu ra edo safuZvlad mis gadawyvetilebas konkretuli
produqciis SeZenis procesSi.
Jenevis marketingis institutis mier mravalgzis Catarebulma eqspertebma
kidev erTxel daadastura adamianis gadawyvetilebaTa iracionalizmis
Sesaxeb damkvidrebuli azri. ase, magaliTad: gamokiTxvisas respodentTa
didma nawilma aRniSna, rom maTTvis sapnis yidvisas mTavari aris suni,
feri, forma da aromati. amasTan, eqsperimentis procesSi respodentTa
umravlesoba qvecnobierad afasebda am sarecxi saSualebis wonasac, Tumca
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arc erT maTgans amis Sesaxeb araferi aRuniSnavs. amdenad, eqsperimentma
cxadyo, rom myidvelTa umravlesobis moqmedebis motivacia sarecx
saSualebebTan mimarTebaSi iracionaluria. isini afasebdnen produqciis
wonasac, romelsac saerTo ara aqvs am prodiuqtis samomxmareblo
TvisebebTan.
igive iracionaluri motivebi udevs safuZvlad warmoebis saSualebaTa
yidvas. aRsaniSnavia, rom satvirTo avtomanqanebis yidvisas, momxmareblebi
ufro met yuradRebas aqceven formas da stailings, vidre Zravis
simZlavres.
amdenad, zemoT CamoTvlili magaliTebi metyveleben imaze, rom
produqciis SemuSaveba unda iwyebodes momxmareblis qcevis motivis
SeswavliT. moqmedebis motivacia bevrad aris damokidebuli adamianis
Sinagan daZabulobaze, romlis ganmuxtvis obieqti xdeba nayidi produqti.
adamianis fsiqologiuri ganwyobis zemoqmedebis done moqmedebis
motivaciaze aRwerilia ernest dizteris wignSi, `samefo survilebis
strategia~ [100,c.152]. avtorma warmoadgina samarketingo koncefciis
Taviseburebani citrusebis realizaciiT dasaqmebuli sawarmoebisaTvis.
amocana mdgomareobda imaSi, rom gaerkviaT is grZnobebi, romlebic
eufleba myidvelis forToxlisa da greifrutis daxlze naxvis procesSi.
eqsperimentSi warmodgenili iyo sxvadasxva socialuri statusis mqone
oTxi jgufi, romelTac proporciulad miewodaT informacia am xilis
Sesaxeb. sportsmeni, romelic sauzmobda dilis xuT saaTze; axalgazrda,
mdidari qalbatoni, romelsac sauzme sawolSi miewodeboda 11 saaTze;
diriJori, romelsis sauzmobda samsaxurSi 11 saaTsa da 30 wuTze da
buRalteri, romelic sauzmobda dilis 7 saaTze axlomdebare restoranSi.
as respodents daesva SekiTxva, romeli am socialuri jgufis
warmoamdgenlebidan amjobines sauzmeze forToxlis, an greifrutis wvens?
Sedegi iyo aseTi (procentebSi):

forToxali greifruti

sportsmeni 76 24
axalgazrda qali 38 62
diriJori 29 71
buRalteri 85 15

aRniSnuli eqsperimenti cxadyofs, rom forToxlis wvens upiratesobas

aniWbs is adamiani, romelic muSaobis procesSi did energias xarjavs,
xolo greifruts upiratesobas aniWebs danarCeni kategoria.
amdenad, `socialuri statusis~ mixedviT Catarebulma am eqsperimentma
cxadyo, rom forToxali iwvevs asociacias: mziani, dinamikuri, siCqare,
bevri. xolo greifruti: mxiaruli, inteleqtualuri, neli. yvela es
maCvenebeli gaxda safuZveli sareklamo strategiis SemuSavebisaTvis. Tu
forToxali iwvevs simxiarulis asociacias, greifruti civi gansjis
asociaciis elementebis matarebelia. aRniSnuli saxeobis eqsperiments didi
mniSvneloba gaaCnia samarketingo strategiis fsiqoanalitikuri
gansjisaTvis. amdenad, fsiqoanalitika xdeba amosavali substancia
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samarketingo gadawyvetilebaTa miRebisaTvis. adamianis fsiqologiuri
ganwyoba bazarze did rols TamaSobs produqciis gasaRebis strategiis
dadgenisaTvis. evropis qveynebSi uSualod mwarmoeblebi am tipis
problemebs eZaxian, isini farTo Seswavlis obiqti xdeba mxolod
specialistebisaTvis, romelTa mozidva xdeba warmoebaSi.

XIV. 10. gasaRebis programa dasavleTis marketingSi

gasaRebis programa dasavleTis bazarze aris biznesis mniSvnelovani

komponenti. gasaRebis programis SemuSaveba gulisxmobs im produqciis
nomenklaturisa da asortimentis dadgenas, romelic SemdgomSi
daeqvemdebareba Sidabazarze Tu sazRvargareT realizacias. did
zegavlenas axdens gasaRebis programis fromirebaze im faqtorebis
gaTvaliwineba, romlebic arsebiT zegavlenas axdens produqciis
realizaciaze. aseTebs miekuTvneba fasebis swori politika sawarmos
mxridan.
nakeTobis maRali samomxmareblo Tvisebebi dakavSirebulia maRal
fasTan, amasTan, unda gaviTvaliswinoT, rom im adamianTa ricxvi, romelTac
SeuZliaT am produqciis SeZena, dasavleTis bazarze mcirea, anu maTze
modis minimaluri sabazro segmenti. amitomac aris, rom dasavleTis
firmebi, romelTac sakmaod maRali avtoriteti aqvT, samomxmareblo
bazarze uSveben ZviradRirebulTan erTad iseT produqciasac, rogoricaa:
sanTebelebi, saaTebi, qisebi da sxva. aRsaniSnavia isic, rom imisaTvis, rom
am firmebma SeinarCunon sicocxlisunarianoba, aucilebelia sakmaod didi
Tanxebis dabandeba produqciis reklamasa da stailingSi. cnobilia, rom
dasavleTis momxmareblebi advilad iTviseben cvlilebebs modaSi. amitomac
aris, rom gasaRebis programa orientirebuli unda iqnes bazris
majiscemaze. amdenad, sarealizacio produqciis nomenklatura, miuxedavad
misi SesaZlo maRali sasicocxlo ciklisa, unda ganicdides mudmiv
ganaxlebas.
gasaRebis programis mniSvnelovani komponentia gasaRebis wyaroebis
swori dadgena. aRsaniSnavia, rom dasavleTis bazarze miRebulia gasaRebis
eqvsi ZiriTadi wyaro, esenia:
-pirdapiri gasaReba;
- direqtor-marketingi;
- telefon- marketingi;
-iribi gasaReba;
- intensiuri gasaReba;
-seleqciuri (SeRweviTi) gasaReba.
pirveli saxeobis gasaRebis procesSi myardeba warmoebis pirdapiri
kavSiri realizaciis obieqtebTan an uSualod momxmareblebTan. rogorc
wesi, aseTi gasaRebis forma miRebulia warmoebis saSualebebisaTvis, Tumca
ar gamoricxavs moxmarebis sagnebis realizacias. gansakuTrebiT is
miRebulia im dasavleTis warmoebisaTvis, romlebic vaWroben katalogebiT.
magaliTad: mas farTod iyenebs dasavleTgermanuli firma `nekermani~ an
`kveli~. amave formas uaxlovdeba direqtor-marketingi.

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 direqtor-marketingi es aris klientebTan muSaobis pirdapiri forma.
maTTan urTierToba gasaRebis obieqtebze, maRaziebSi, supermarketSi.
amdenad, warmoebis ama Tu im ganyofilebis mesveurebi Rebuloben pirdapir
informacias uSualod realizaciis adgilebSi.
dasavleTis firmebSi farTod gamoiyeneba urTierToba telefonis
meSveobiT. es metadre martivi da efeqturi formaa.
iribi gasaRebis procesSi farTod gamoiyeneba distributorebis qseli,
anu saqonlis vaWroba Suamavlebis gamoyenebiT. es forma efeqtiania im
warmoebebisaTvis, romlebic xasiTdeba produqciis swrafi da didi
partiebiT gasaRebis aucileblobiT.
intensiuri gasaRebis meTodi gulisxmobs am procesSi yvela SesaZlo da
arsebuli wyaros Cabmas. aq igulisxmeba rogorc msxvili savaWro sawarmoo-
univermaRi, supermarketebi, specializebuli prestiJuli maRaziebi, aseve
mewvrilmane vaWrebic. am meTodis upiratesoba mdgomareobs imaSi, rom aq
gamoiyeneba sakmaod mWidro savaWro qseli. am procesSi sirTuleebi
warmoiSoba imasTan dakavSirebiT, rom Znelia TiToeuli savaWro obieqtebis
gadaxdisunarianobis zusti kontroli.
seleqciuri gasaRebis dros im organizaciebis raodenoba, romlebic
CarTulia am procesSi, winaswar SeirCeva gamomdinare iseTi faqtorebidan,
rogoricaa: klienturis xasiaTi da msyidvelobiTi unari, momsaxurebis done
da remontis SesaZlebloba, personalis mzadyofnis xarisxi da sxva. es
meTodebi gamoiyeneba mxolod maSin, rodesac personals sWirdeba
gansakuTrebuli momzadeba.
gare gasaRebis organizaciiT dasaqmebulia an sawarmoos TanamSromlebi
(kimovoiaJorebi) an savaWro agentebi (savaWro warmomadgenlebi), romlebic
Rebuloben procents yvela savaWro SeTanxmebidan. aseTi organizaciis
forma imiT aris efeqturi, rom am agentebis anazRaureba moyvanilia
SesabamisobaSi gasaRebis reJimTan. dasavleTis firmebi aseTi agentebis
saqmianobis stimulirebisaTvis, maTi Semosavali gnisazRvreba ara marto
gasaRebis procentis, aramed sawarmos mogebis procentis mimarTac. aseTi
meTodika iwvevs maTi dainteresebis mniSvnelovan zrdas mogebiT, rac TviT
warmoebisaTvis momgebiania.
Sinagani gasaRebis organizacia SesaZlebelia aigos ori ZiriTadi
principiT: teritoriuli an produqciis saxeobebis mixedviT.
produqciis saxeobebis mixedviT vaWrobis organizacia gamoiyeneba maSin,
rodesac produqciis nomenklatura gansxvavebulia asortimentiT da es
moiTxovs gamsaReblis damatebiT codnas am sferoSi.
dasavleTis firmebisaTvis gasaRebis procesSi didi mniSvneloba eniWeba
misi saeqsporto programis Sedgenas. eqsporti – es aris damoukidebeli
gasaRebis saqmianoba sazRvargareTis qveynebSi, romelic iTxovs damatebiT
codnas. misi organizacia xdeba, rogorc teritoriuli niSnis, aseve
produqciis saxeobebis mixedviT.
aRsaniSnavia, rom dasavleTis qveynebis umravleosba damokidebulia
sagareo vaWrobaze. ase, magaliTad: iseTi qveyana, rogoricaa Sveicaria,
romelsac ar gaaCnia sakuTari sasargeblo wiaRiseuli, mTlianad aris
damokidebuli sagareo vaWrobaze. sagareo vaWrobis ZiriTadi principebis
da organizaciuli SesaZleblobebis ganxilvas mieZRvna meore Tavi.
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amitomac aq Cven SevexebiT am urTulesi problemis mxolod zogierT
aspeqts.
eqsportis organizaciis procesSi dasavleTis firmebi yuradRebas
amaxvileben iseT sakiTxebze, rogoricaa:
- eqsportis TaviseburebaTa gaTvaliswineba;
- safinanso sakiTxebSi kompetenturoba;
- dasavleTis bazrisadmi sakuTari produqciis misadageba;
- dasavleTis momxmareblebTan muSaobis organizacia;
- damatebiTi warmoebis organizacia;
- gasaRebis organizaciis swori SerCeva;
- warmomadgeblobebis muSaobaze kontroli;
saeqsporto saqmianobaSi aucilebelia, mwarmoeblis mier ar iqnes
daSvebuli daugegmavi danaxarjebi da zarali. aRniSnuli saxeobebis
danaxarjebi SesaZlebelia warmoiSvas, Tu:
-zedapirulad iqna Seswavlili momxmareblis msyidvelobiTi unari. ar
iqna mopovebuli sakmarisi informacia im bankebis Sesaxeb, romlebTanac is
TanamSromlobs.
- daSvebul iqna uzustoba kontraqtis gaformebis procesSi;
- ar iqna sakmarisad Seswavlili mocemuli qveynis saeqsporto-saimporto
operaciebis wesebi, misi savaluto angariSebis sistema;
ucnobia informacia saimporto kvotebis, sabaJo da sxva gadsaaxadebis
Sesaxeb;
- arasakmarisad aris Seswavlili uSualo molaparakeba klientTan,
aucilebelia, miviRoT Semdegi saxeobis sabanko obieqturi monacemebi:
- vis ekuTvnis firma;
- bankis ra minimalur Tanxamde iTvleba is gadaxdisunarianad;
- rogor asrulebs is Tavis valdebulebebs.
dasavleTis qveynebSi aseTi saxis informacia SesaZlebelia mopovebul
iqnes an Cvens partnior an nebismier msxvil bankSi da is atarebs
konfidencialur xasiTs. amasTan, arsebobs specializirebuli
organizaciebi, romlebic klientis davalebiT, moipoveben da gaaanalizeben,
aseTi saxeobis informacias mag.: `dan end bretstriti~, `kreditreformi~ da
sxva.
rogorc wesi, yvelaze avtoritetul firmasTan dasavleTSi urTierToba
iwyeba akreditivis safuZvelze.
sazRvragareTis klientebTan urTierToba moiTxovs masTan mudmiv
kavSirs, rac gamoixateba: momxmarebelTan SexvedraSi, molaparakebebSi,
azris gagebaSi da sxva. yovelive amas Tan unda axldes intensiuri
sareklamo politika.
molaparakebebis Semdgom aucilebelia, werilobiT dadasturdes
miRebuli gadawyvetileba. evropuli biznesis etiketi moiTxovs, rom pasuxi
gaigzavnos teleqsiT – ori, xolo werilis saxiT – aTi dRis ganmavlobaSi.
ucxoel partniorTan molaparakebis mTeli procesi unda aRnusxul iqnes
saqmis warmoebis saxiT. saqmiani miwer-mowera, rogorc wesi, warimarTeba
inglisur enaze. werili unda iyos informaciatevadi, konkretuli da mokle.
marketingis saeqsporto ganyofilebis TanamSromlebma enasTan erTad,
yuradReba unda miaqcion partnioris qveynis kulturasa da istorias,
340
radgan es evropaSi iTvleba prestiJis Jestad, amasTan, aRniSnuli codnis
gareSe Znelia, gaigo partnioris reaqcia an ganWvrito misi Semdgomi
moqmedeba.
saeqsporto operaciebis warmoebis procesSi mizanSewonilia, mowveul
iqnes adgilobrivi gamsaRebeli organizaciebi e.w. kommivoiaJorebi, radgan
ukanasknelebma ukeT ician vaWrobis adgilobrivi pirobebi, wes-Cveulebebi,
bazari, kanonmdebloba da sxva faqtorebi. amasTan, aucilebelia am
organizaciebis mudmivi kontrolis organizacia, gansakuTrebiT safinanso
uzrunvelyofis sferoSi.
kontrolis moqmedebis masStabebi SeiZleba iyos gansxvavebuli. is
aucilebelia, ganxorcieldes, rogorc firmis muSakebze, aseve
damoukidebel gamsaReblebze. firmis muSakebze kontroli gasaRebis
sferoSi gacilebiT martivia, vidre damoukidebeli gamsaReblebisa. saerTo
am orive sferosaTvis aris is, rom gamoyeneba kontrolis miznis
anazRaurebis sistema Sesrulebuli samuSaos an gasaRebis produqciis
mixedviT. qvemoT mogvaqvs im blankebis nimuSebi, romlebic gamoiyeneba
dasavleTis qveynebSi gasaRebis ganyofilebis TanamSromlebis an firmis
damoukidebeli warmomadgenlobis kontrolis mizniT (ix. cxrili 2,3,4,5)
cxrili #15
sakontrolo blanki individualuri gamyidvelis an warmomadgenlobis
mixedviT.
saqonlis an saqonelTa jgufis dasaxeleba.

Tveebi warmomadgeneli an gamyidveli Tanxa

1 a b g d e v z
2
3
I kvartali
4
5
6
I
naxevarweli
wlis
bolomde

cxrili #16
warmomadgenlebi saqonlis mixedviT
warmomadgeneli /qveyana

Tveebi saqonlis jgufi Tanxa

1 1 2 3 4 5 6
2
3
I kvartali
4
5
6
I naxevarweli

341
 wlis
bolomde

dasavleTis qveynebSi arsebobs gamyidvelebis an firmis warmoadgenlebis

fuladi stimulirebis sxvadasxva sistema, romelic Seesabameba mxareebis
interesebs. am mxriv, sainteresoa komisuiri anazRaureba, romelic pirdapir
kavSirSi imyofeba im brunvis sididesTan, romelsac uzrunvelyofs
gamyidveli an warmomadgenloba.
firmis gasaRebis muSakebisaTvis gamoiyeneba fiqsirebuli minimumis
sistema. ganasxvaveben aseT Sromis anazRaurebis or saxes. pirvel
SemTxvevaSi, gamyidveli Rebulobs fiqsirebul minimalur anazRaurebas
saqonlis brunvisagan damoukideblad. meore SemTxvevaSi ki minimaluri
anazRaureba muSakebs eZlevaT yovelTviurad, garda amisa, isini Rebuloben
danamats, romelic dadgenilia procentulad gasaRebuli produqciis
mimarT.
cxrili #17
warmomadgenlebisa da qveynebis mixedviT
warmomadgeneli/qveyana

gegma faqti- faqti- gegma 1989 w. faqtiuri

dro uri ga- uri ga- gayidva
1989 w. saReba saReba 1989 w.

1989 w. 1988 w. faqtiuri faqtiuri

gayidva gayidva
1989 w. 1988 w.

gadaxda %-Si

ianvari
Tebervali
marti
aprili
maisi
ivnisi
ivlisi
agvisto
seqtemberi
oqtomberi
noemberi
dekemberi
I kvartali
II kvartali
III kvartali
IV kvartali
I naxevarweli
II naxevarweli

aRniSnuli saxeobis anazRaurebis sistemam gavrceleba hpova sezonur

dargebSi. anazRaurebis am sistemis dadebiTi mxare aisaxeba imaSi, rom
ZiriTadi xelfasi garantirebulad eZleva muSaks, xolo muSaobis
xarisxobrivi maCveneblis mixedviT uwesdeba damatebiTi xefasis
aucilebeli minimumi.
dasavleTis qveynebSi gamoiyeneba damatebiTi stimulirebis sakmaod
saintereso formebi. ganvixiloT zogierTi maTgani:
342
 sainteresoa wrfivi kosmiuri danamatis forma.

cxrili #18
gamyidvelis yoveldRiuri kontrolis blanki

gamyidveli gvari

raioni ricxvi

# Sesrulebuli samuSao drois danaxarjebi

1 Sexvedra baton. . .firmis

warmo-
madgenelTan. . .
molaparakeba reklaciis
Taobaze
2 Sexvedra baton. . . firmis
warmomadgenlebTan. . .
Cveni winadadebebis gadacema
3 Sexvedra baton. . . firmis
warmomadgenlebTan. . .
saqonlis fasdaklebis sakiTxis
ganxilva
sul:

gamyidveli Rebulobs savaWro brunvisagan garkveul fiqsirebul

procentebs. es forma martivi da efeqtiania. amasTan, mas gaaCnia rigi
naklovanebebisa. maRali brunvis SemTxvevaSi, gamyidvelebi Rebuloben
sakmaod did anazRaurebas, gacilebiT mets, vidre xelmZRvaneli rgolebis
muSakebi, rac iwvevs koleqtivebSi garkveul daZabulobas. maRali
anazRaureba TavisTavad iZleva stimuls brunvis gasadideblad, rac rig
SemTxvevaSi ukanasknelis Semcirebis mizezi xdeba.
sainteresoa degresiuli komisiuri anazRaurebis sistema. am SemTxvevaSi
gamyidveli Rebulobs garkveul procents, romelic brunvis zrdasTan
erTad mcirdeba. ase, magaliTad: 10 aTas dolarze – 6%, Semdgom 10 aTasiT
zrdis SemTxvevaSi – 5% da a.S. am sistemis SemTxvevaSi aucilebeli
optimaluri brunva sawarmosaTvis fiqsirdeba. garda amisa, is ar iZleva
saSualebas anazRaurebis maqsimalurad zrdisa, radganac is koleqtivebSi
antagonizmis aRmocenebis safuZveli xdeba.
progresuli sakomisio anazRaurebis sistema. misi arsi mdgomareobs
imaSi, rom gasaRebis moculobis proporciulad izrdeba sakomisio
danamatis moculoba gamyidvelis Sromis anazRaurebaSi. amdenad, es iwvevs
gamsaReblebis did dainteresebas Sromis SedegebiT, radgan danamatis
procenti aris progresuli, warmoebas SeiZleba Seeqmnas siZneleebi
gasaRebis procesis winmswrebi tempebidan gamomdinare, rac ukanasknelis
disharmonizaciiT aris nakarnaxevi.
dasavleTis bazarze kargi avtoriteti moipova sakomisio danamatis
sistemam mogebis safuZvelze, romelsac udidesi aRmzrdelobiTi
mniSvneloba gaaCnia. am sistemis dadebiTi mxare mdgomareobs imaSi, rom
rogorc mwarmoeblebi, aseve gamsaReblebi TavianT saqmianobas ageben erTi
saerTo miznis safuZvelze. es mizania, mogebis maqsimumizacia. am

343
SemTxvevaSi produqciis gamsaReblebi cdiloben moaxdinon ara saqonlis
mTliani realizacia, aramed gaasaRon mxolod is produqcia, romelic
iZleva did mogebas.
dasavleTis bazrze gadamwyvet mniSvnelobas iZens savaWro partnioris
sakiTxi, anu vin unda warmoadginos Cven mier damzadebuli produqcia
bazarze. amdenad, mniSvnelovania savaWro agentebis an firma-
warmomadgenlebis SerCeva. mas win uwsrebs detaluri analizi. analizis
procesSi unda dadgindes Semdegi sakiTxebi:
-bazris ra segmenti uWiravs mocemul firmas?
- warmoadgens Tu ara mocemuli firma bazarze konkurentunarians?
- rogoria am firmis sagadasaxado balansi?
- reputacia gaaCnia firma-agents bazarze? (Tu is awarmoebda iaffasiani
produqciis gasaRebas, mas udavod gauWirdeba ZviradRirebuli saqonlis
realizacia).
- rogoria firma-agentis struqtura?
bazarze axali saqonlis danergvis procesSi mizanSewonilia
gamoyenebul iqnes axalgazrda, energiuli, arcTu ise didi masStabebis
mqone firma. SedarebiT mcire qveynebSi sakmarisia erTi aseTi
warmomadgenlis arseboba. amiT mniSvnelovnad martivdeba, rogorc
kontrolis, aseve reklamis procesebi. did qveynebSi firma-
warmomadgenlobebi iqmneba an saqonlis saxeebis an teritoriuli niSnis
mixedviT. teritoriuli niSnis mixedviT firma-warmomadgenlebis ganlageba
mizanSewonilia im qveynebSi, romlis mosaxleobas gaaCnia Tvisebrivi
gansxvavebani. magaliTad, belgiaSi mosaxleobis nawili saubrobs
flamandiurad, meore nawili ki – frangulad, amitomac bunebrivia, rom
aucilebeli xdeba am qveyanaSi iseTi warmomadgenlebis SerCeva, romlebic
kargad icnoben am qveynis mosaxleobis fsiqikas, ganwyobas, tradiciebs da
sxva aucilebel niSnebs. es problema ufro garTulebulia afrikis
qveynebSi an indoeTSi, sadac am faqtorebis garda, arsebobs mkveTri
regionaluri gansxvavebanic.
agentebis SerCeva aris umniSvnelovanesi faqtori. amitomac yuradReba
unda mieqces warmomadgenlis pirad Tvisebebs, ganaTlebas, xasiaTs,
finansur mdgomareobas.
mas Semdeg, rac agenti SerCeulia, did mniSvnelobas iZens masTan im
iuridiuli dokumentis gaformeba, romelic gaxdeba ormxrivi partnioruli
urTierTobis safuZveli. aseT dokuments warmoadgens saagento
xelSekruleba savaWro agentebTan an firma-warmomadgenlebTan. am sakiTxis
gadawyvetisas raime siCqarem an daufiqreblobam SesaZlebelia migviyvanos
seriozul finansur zaralTan. aseTi xelSekrulebis Sedgenis
Taviseburebani gansxvavebulia qveynebis mixedviT. amitomac aris, rom
aucilebeli xdeba mocemuli qveynis kanonmdeblobaSi arsebuli
gansxvavebebis gaTvalisiwineba. amasTan, am saqmianobaSi mizanSewonilia
mowveul iqnes adgilobrivi gamocdili iuristi. am xelSekrulebis
moqmedebis drois gansazRvis procesSi unda gaviTvaliswinoT, metad
xanmokle dro ar aZlevs agents imis saSualebas, rom srulyofilad
Seiswavlos samomxmareblo bazari, amasTan, drois gaxangrZliveba
dakavSirebulia komerciul riskTan.
344
 cxadia, rom saagento xelSekrulebaSi gadamwyveti mniSvneloba eniWeba
sakomisio danamatis odenobas, unda ganisazRvros iseTi mniSvnelovani
sakiTxebic, rogoricaa:
- saqonlis ra jgufebze aris dadebuli mocemuli tipis xelSekruleba
( sawarmoos srul saeqsperto produqciaze an mxolod mis nawilze);
- rogor nawildeba reklamaze danaxarjebi eqsportiorsa da agents
Soris (dasavleTSi ZiriTadi sareklamo saSualebebi Sedis
eqsperioris danaxarjebSi);
- sawyobSi maragnamentebis minimaluri da maqsimaluri moculoba;
- sagarantio samuSaoebis Catarebis da saTadarigo nawilebis
momaragebis wesi;
- saagento-firmebisaTvis Tavisi warmomadgenlobebis gaxsnis ufleba da
sxva.
rig SemTxvevaSi aucilebeli xdeba im YTaviseburebebis gaTvaliswineba,
romelic gaaCnia ama Tu im qveynis sagadasaxado, Sromis anazRaurebisa da
sxva kanonmdeblobebs. ase, magaliTad: rig qveynebSi sakomisio danamatis
odenoba fiqsirebulia. aseT SemTxvevaSi mizanSewonilia, agents mieces
fiqsirebuli sakomisio danamati, xolo danarCeni gadairicxos mis pirad
angariSze qveyana-eqsportioris teritoriaze ganlagebul bankSi.
qvemoT moyvanilia saagento xelsekrulebis tipiuri forma, romelic
qveyanaSi arsebuli obieqturi pirobebidan gamomdinare, SesaZlebelia
moiTxovdes koreqtivebs.

xelSekruleba warmomadgelobis Sesaxeb

(saagento xelSekruleba)
1. Cven. . . ganiWebT Tqven. . . upirates uflebas warmoadginoT da
moaxdinoT Cven mier warmoebuli produqciis realizacia
teritoriaze (SemdgomSi warmomadgenlis teritoria). . .
2. Tqven valdebulni xarT, warmoadginoT Cveni firmis produqcia
komerciuli keTisindisierebis, urTierTpativiscemis safuZvelze,
amasTan, am xelSekrulebiT dadgenil vadebSi uari TqvaT
konkurentebis produqciaze.
xelSekrulebis moqmedebis mTeli periodis ganmavlobaSi valdebuli
xarT gai TvaliswinoT Cveni miTiTebebi da daeqvemdebaroT direqtivebs.
kisrulobT valdebulebas ar gamoaqveynoT komerciuli saidumloeba.
3. komerciuli SeTanxmeba CaiTvalos ZalaSi Sesulad mxolod Cveni
werilobiTi an faqsiT dasturis SemTxvevaSi. Tanxebis inkasoze
gadayvanis ufleba gvaZleva mxolod Cven.
4. klientebTan miwer-moweras uzrunvelvyofT Cven, xolo gzavnilTa
miwodebas Tqven. konkretuli miwer-moweris aslebi klientebTan
Tqveni mxridan unda gamogvegzavnos.
5. TveSi erTxel, aucilebelia, warmogvidginoT sruli angariSi bazarze
arsebuli mdgomareobisa da fasebis dinamikis Sesaxeb.
6. gevalebaT mocemul teritoriaze saqminobis aqtivizacia da
angariSebis drouli uzrunvelyofa.
7. vkisrulobT valdebulebas, movaxdinoT angariSsworeba Semdegi
wesiT: sakomisio danamati safraxto Semosavli da bazris
345
 koniunqturis mixedviT saqonelze ganacxadis miRebis DSemTxvevaSi.
fasis dadgenilze zemoT awevis SemTxvevaSi sxvaoba ganawildeba
Tanabrad. sakomisio danamati gaicema Tanxebis Cvens angariSze
Caricxvis dros. sakomisio danamati gaicema kvartalSi erTxel.
saerTo danaxarjebis (mivlinebebi, safosto gzavnilebani) agreTve
piradi danaxarjebis anazRaureba ar xdeba.
8. arsebul xelSekrulebaSi yvela cvlileba SeiZleba CaiTvalos
namdvilad, Tu igi dadasturebiulia werilobiT.
9. mocemuli xelSekruleba Sedis ZalaSi. . . da moqmedebs. . . winaswari
gafrTxileba moqmedebis Sewyvetis Sesaxeb ar warmoebs.
orive mxares eZleva ufleba, xelSekrulebis darRvevis SemTxvevaSi
Sewyvitos misi moqmedeba.
10. Tu xelSekrulebis romelime punqti garemoebaTa gamo, SesaZlebelia,
CaiTvalos Zaladakargulad, es ar moqmedebs mis danarCen pirobebze.
11. aRniSnuli xelSekruleba Sedgenilia Semdegi sakanonmdeblo aqtis. . .
safuZvelze. yvela sadao sakiTxs ganixilavs sasamarTlo.
evropuli eqsporti imiTac gansxvavdeba Sinagani brunvisagan, rom
eqsportiori Sedis axal ekonomikur garemoSi, romelic misTvis sruliad
ucxoa, amitomac, bunebrivic aris da logikuric, rom igi Seicavs riskis
garkveul elementebs. ganasxvaveben riskis Semdeg saxeebs: komerciuls da
politikurs.
komerciuli moicavs:
-bazarze saqonlis realizaciasTan dakavSirebul risks;
- tvirTebis gadazidvasTan dakavSirebul satransporto risks;
-myidvelis gadaxdisunarianobasTan dakavSirebul risks;
-savaluto kursebis cvlilebasTan dakavSirebul risks;
politikuri moicavs:
- qveyanaSi importis SezRudvasTan dakavSirebul risks;
- qveynis arastabilur politikur mdgomareobasTan dakavSirebul
risks;
- qveyanaSi valutis konvertirebis, an mis gatanasTan dakavSirebul
risks.
zogierTi saxeobis riskis zemoqmedebis Serbilebis mizniT,
mizanSewonilia, misi gadacema sxva organizaciebisaTvis. magaliTad,
saqonelze fasebis awevis riski SeiZleba daekisros eqspeditors.
saqonlis danakargebTan dakavSirebuli riski – sadazRvvevo kompanias.
rig dasavleTis qveynebSi funqcionirebs specialuri sadazRvevo
bankebi an sadazRvevo sazogadoebebi, romlebic awarmoeben saqonlis
dazRvevis politikuri riskis mixedviT. ase, magaliTad : avstiaSi am
saqmianobas axorcielebs `kontrolbanki~,germaniaSi sadazRvevo
sazogadoeba `germesi~.
sxva saxeobis riskebis SezRudvis mniSvnelovan wyaros warmoadgens
saeqsporto kontraqtebSi saqonlis miwodebisa da realizaciis
pirobebis gaTvaliswineba.
aRsaniSnavia, rom saeqsporto kontraqtebi SesaZlebelia, daidos
zepiri an werilobiTi formiT. yidva-gayidvis saerTaSoriso kontraqti

346
 unda moicavdes im poziciebs, romlebic SeTanxmebis obieqti xdeba.
esenia:
- xarisxi;
- raodenoba;
- fasi;
- miwodebis dro;
- kontraqtis realizaciis adgili an obieqti;
- reklamaciebi;
- angariSsworebis wesi;
- sagarantio vada;
- jarimebi;
- davis garCevis wesi.
yidva-gayidvis xelSekruleba samarTlebrivad warmoadgens ormxriv
Tanxmobas. komerciuli TvalsazRisiT ki, igi eqsportisa da importis
riskis SezRudvis mniSvnelovani wyaroa. aRniSnuli saxeobis xelSekruleba
mizanSewonilia iyos werilobiTi da detalizebuli. xelSekrulebis
werilobiTi forma SesaZlebelia iyos:
-werilis, telefaqsis an teleqsis imeilis saxiT, sadac warmodgenilia
mxaris mxolod dasturi;
detalizebuli: kontraqtis saxiT, sadac asaxulia yidva-gayidvis yvela
piroba.
kontraqti formdeba sam egzempliarad. erTi imyofeba gamyidvelTan,
ori – myidvelTan, romelTaganac ukanaskneli erTs abrunebs xelmowerili
saxiT.
kontraqti Sedgeba ori nawilisagan. pirvelSi asaxulia eqspo-rtioris
valdebulebani. masSi Cawerilia Semdegi monacemebi:
-produqciis xarisxis maCveneblebi;
- raodenobrivi maCveneblebi;
-saqonlis fasi;
-miwodebis pirobebi;
-miwodebis adgili da dro.
kontraqtis meore nawilSi warmodgenilia importioris valdebu-
lebani:
- saqonlis miRebis pirobebi;
- angariSsworebis wesi da sxva.
ganvixiloT, ufro detalurad eqsportioris zogierTi valdebu-
lebani:
produqciis xarisxi SeiZleba ganisazRvros Semdegi gziT:
- saqonlis vizualuri daTvalierebiT (SemowmebiT) kontraqtis
xelmoweramde;
- saqonlis sruli aRwerilobis SeswavliT dokumentaciis mixedviT
(upiratesad, gamoiyeneba warmoebis saSualebebis SemTxvevaSi);
- samrewvelo standartebisadmi Sesabamisobaze dayrdnobiT (Din,
OENORM da sxva).
produqciis xarisxis saerTaSoriso standartebisadmi Sesabamisobis
gansazRvrisaTvis arsebobs Semdegi samarTlebrivi SesaZleblobani:

347
 `yidva winaswari daTvalierebiT~ - gulisxmobs saqonlis daTvalierebas
mis Sesyidvamde;
`Sesyidva biTumad~ - aRniSnul SemTxvevaSi saqonlis didi partia
Seisyideba biTumad, xolo gamyidveli ar agebs pasuxs xarisxze.
`Sesyidva nimuSis mixedviT~ - winaswar xdeba SeZenili nimuSis
samomxmareblo Tvisebebis Sefaseba;
`Sesyidva winaswar dadgenili xarisxis maCveneblis mixedviT~ - aRniSnul
SemTxvevaSi, winaswar dgeba xarisxis standarti da fasdaklebis SesaZlo
normebi misi darRvevisaTvis.
ganvixiloT Semdegi magaliTi. vTqvaT, kontraqtiT gaTvaliwinebulia 100
tona spilenZis madnis miwodeba, romlis fasia 120 dolari erT tonaze,
spilenZis Semcveloba madanSi kontraqtiT unda Seadgendes 99%-s. Tu
gamyidvelis mier miewodeba saqoneli, romelSic spilenZis Semcveloba
99,5%-ia, maSin fasi ganisazRvreba formuliT:

120.99,5
 120,61 erT tonaze
99

fasis dadgenas kontraqtSi gadamwyveti mniSvneloba eniWeba. msoflioSi

aRiarebuli praqtikiT, fasi an SeiZleba winaswar dafiqsirdes an daSvebul
iqnes misi Semdgomi cvla. meore SemTxveva gamoiyeneba maSin, rodesac fasze
zemoqmedebas axdens ramdenime faqtori, romelTa moqmedebis done ar
SeiZleba winaswar ganisazRvros. aseT faqtorTa ricxvSi gadamWreli
mniSvneloba eniWeba xelfass da nedleulisa da masalebis Rirebulebas.
ganvixiloT konkretuli magaliT; Carxis saeqsporto fasis gansazRvris
procesSi gadamWreli mniSvneloba eniWeba danaxarjebs xelfasze (TiTqmis
40% saerTo danaxarjebisa maTze modis) da nedleulsa da masalebze (20%).
fasi am SemTxvevaSi udris:
F x R
f= ( (40  40  10 )
100 x R

sadac: f – aris fasi miwodebis dRisaTvis;

f’ – fasi kontraqtis xelmoweris dRisaTvis;
x – xelfasi miwodebis dRisaTvis;
x’- xelfasi kontraqtis xelmoweris dRisaTvis;
R – nedleulis Rirebuleba miwodebis dRisaTvis;
R’- nedleulis Rirebuleba kontraqtis xelmoweris dRisaTvis.
vTqvaT, kontraqtis xelmoweris dRidan Carxis miwodebamde xelfasi
icvleba 120-dan 150 dolaramde, xolo nedleulis Rirebuleba 500-dan 600
dolaramde, maSin Carxis fasi izrdeba 14%-iT im pirobiT, rom sabazro
fasi kontraqtis xelmoweris dRisaTvis Seadgens 100 aTas dolars.
100000 150 600
(40  40  20 )
100 120 500

1000 dolars (40%+50%+24% = 114000 dolari, anu fasis momateba Seadgens

14%-s.

348
 fasebSi yovelgvari cvlilebani ganisazRvreba Sesabamisi msoflio
aRniSvnebiT. ganasxvaveben maT sam saxeobas: hausse(aweva), baiss (daweva) an
hausse- baiss (awev-daweva) .
`hausse~ - SemTxvevaSi sabazro fasis nebismieri zomis gadideba iwvevs
gasayidi fasis awevas.
,,baiss~-is SemTxvevaSi sabazro fasis nebismieri zomiT Semcireba iwvevs
gasayidi fasis dawevas.
,,hausse- baiss~ - warmoadgens pirveli oris kombinacias.
ganvixiloT fasebis cvla ,,hausse~ pirobis dacviT, Semdegi magaliTiT:
vTqvaT, miwodebis dRisaTvis 99 t. spilenZis madanSi spilenZis
Semcveloba Seadgens 99%-s. sabazro fasi aris 15000 avstraliuri Silingi,
amasTan, sabazro fasi Seadgenda 14500 Silings.
99.15000=1485000 Silings tonaze
imisaTvis, rom SevzRudoT riskis faqtori kontraqtSi, aucilebelia
ganvsazRvoT :
- vin axdens saqonlis gadazidvebis organizacias ;
- vin aanazRaurebs danakargebs saqonlis ganadgurebis an gafuWebis
SemTxvevaSi.
am funqciebis ganawileba gamyidvelisa da myidvels Soris warmoebs
saerTaSoriso savaWro pirobebis `inkoTerms-is~ safuZvelze, romelsac
saerTaSoriso savaWro palata adgens.
aRsaniSnavia is garemoeba, rom arsebobs saerTaSoriso savaWro
SeTanxmebaTa sakmaod didi odenoba. isini qveyndeba yovelwliurad
saerTaSoriso savaWro palatis periodul gamocemebSi.
`inkoTermsi~ Tanabrad anawilebs risks, danaxarjebs da pasuximgeblobas,
rogorc gamyidvelis, aseve myidvels Soris.
sainteresoa isic, rom es pirobebi pirvelad iSva amerikaSi da
gavrcelda mTeli evropis qveynebze, xolo maTi aRmoceneba dakavSirebuli
iyo sakanonmdeblo sistemaSi arsebul im sxvaobasTan, romelic am qveynebs
Soris arsebobs. garda amisa, `inkoTermsis~ sistemis irib funqciebSi Sedis:
-saeqsporto formebisa da saxeobaTa unifikacia;
- saqonlis uzrunvelyofa dazRveviT;
-valdebulebaTa Sesrulebis Sesaxeb informaciis meore mxarisaTvis
warmodgena;
- xarisxis kontroli standartifikacia.
`inkoTermsis~ wesebs aqvs Zala Tu isini aris GgaTvaliswinebuli
kontraqtiT an Tu ukanasknelSi mieTiTeba, rom `mocemuli kontraqti
eyrdnoba `inkoTermsis~ pirobebs~. amasTan, kontraqtSi SesaZlebelia es
pirobebi arc iyos gaTvaliswinebuli, an mocemuli iyos nawilobriv.
ganvixiloT `inkoTermsis~ ZiriTadi pirobebi:
1. `Ex works~ - (`franko qarxana – mimwodebeli~ an `mimwodebeli
qarxnidan~).
aRniSnuli piroba metyvelebs imaze, rom gamyidvelis valdebulebaa,
gasces saqoneli Tavisi warmoebidan an sawyobidan. am pirobidan
gamomdinare, cxadia, rom gamyidveli ar agebs pasuxs saqonlis gadazidvaze.
amdenad, is ukanasknelisaTvis pasuxismgeblobis da riskis faqtorTa
minimaluri elementebis matarebelia.
349
 2. `FOB’’ (free on board’’) - `gemis franko borti~).
saqonels gamyidveli miawodebs myidvels winaswar SeTanxmebul portSi.
amdenad, gamyidveli agebs pasuxs saqonelze manam, vidre is gadalaxavs
gemis borts daniSnulebis portSi.
am pirobiT gamyidvelis valdebulebebSi Sedis:
- moaxdinos saqonlis gadazidva gemze;
- warmoadginos saeqsoporto licenzia da gadaixados yvela saeqsporto
gadasaxadi;
- miiRos konosamenti (anu gemis kapitnis dasturi, rom saqoneli
udanakargod da dazianebis gareSe aris gadaziduli bortze);
- gaiRos yvela danaxarji dakavSirebuli gemidan saqonlis
gadmozidvasTan daniSnulebis portSi.
myidveli valdebulia:
- miawodos gemi kontraqtiT dadgenil vadebSi gamyidvels;
- gadaixados gemis fraxtis safasuri;
- gadaixados saqonlis gadmotvirTvis yvela danaxarji;
3. `free caries’’ (`saqonlis miwodeba eqspeditor-myidvelis mier daniSnul
adgilas~).
es pirobebi ZalaSia im SemTxvevaSi, rodesac gamoiyeneba transportis
Tanamedrove nairsaxeobani, vTqvaT, konteinerebi. isini gansxvavdeba `FOB~-is
pirobebisgan imiT, rom saSuamavlo funqcias asrulebs saeqspeditoro
firma. aRniSnul SemTxvevaSi gamyidveli valdebulia:
- miawodos saqoneli eqspeditors myidvelis mier daniSnul adgilze:
- gaaformos saeqsporto licenziebi da gadaixados saeqsporto
gadasaxadi;
- miiRos sabuTi eqspeditoris mier saqonlis miRebis Sesaxeb.
gamyidveli valdebulia:
- dainiSnos eqspeditori;
- moaxdinos gadazidvebis organizacia da gadaixados danaxarjebi.
4. `FOR/FOT~ (`free on rall/free on truck’’ -`franko vagoni/ satvirTo
avtomobili~.
am pirobis SemTxvevaSi gamyidveli valdebulia:
- miawodos saqoneli rkinigzas da uzrunvelyos misi vagonSi
datvirTva;
- gadasces myidvels satransporto dokumentebi da angariSi;
- miawodos gamyidvels informacia daniSnulebis adgilis Sesaxeb,
gadaixados, dafraxtvis fuli;
- miiRos gamyidvelisagan satransporto dokumentacia da angariSebi;
- miiRos saeqsporto licenziebi da gadaixados saeqsporto gadasaxadi.
5. FOB airport (`franko aeroporti~).
aRniSnuli piroba ar gansxvavdeba FOB –is pirobisagan. is miuTiTebs, rom
gamyidvelma unda miawodos saqoneli aeroports. saqonlis gafuWebis an
ganadgurebis riski gamyidvels exsneba aeroportSi, saqonlis
wardgenisTanave.
gamyidveli valdebulia:
- miawodos saqoneli aeroports da gadasces aviakompanias an
eqspeditors, romelic gansazRvrulia kontraqtiT;
350
 - moaxdinos aviatransportiT uzrunvelyofa.
myidveli valdebulia:
- uzrunvelyos tvirTis miReba aviakompaniis an eqspeditoris mier;
- miiRos informacia aviatransportiT uzrunvelyofis Sesaxeb.
6. ,,FAS’’ (,,free alongside ship’’ – fas-s, `franko gemis bortis gaRma~).
im pirobis SemTxvevaSi gamyidveli valdebulia miitanos da ganalagos
saqoneli gemis bortis gaswvriv, amasTan, mas ekisreba gadatvirTvis
valdebuleba. FOB-is pirobebisagan gansxvavebiT, gamyidvelma unda
ganaxorcielos yvela saeqsporto formula.
gamyidveli valdebulia:
- miawodos saqoneli gems da ganalagos is misi bortis gaswvriv;
- miiRos eqsportiorisagan aucilebeli dokumentacia.
myidveli valdebulia:
- dainiSnos eqspeditori an SearCios gemi;
- daazRvios gemi;
- miiRos saeqsporto licenzia da gadaixados saeqsporto gadasaxadi.
7. ,,CAF’’ (,,cost and freight’’ – kaf ,,Rirebuleba da fraxti’’).
gamyidveli valdebulia:
-moaxdinos saqonlis gadazidvis organizacia da aanazRauros
danaxarjebi daniSnulebis adgilamde;
-miiRos saeqsporto licenzia da gadaixados saeqsporto gadasaxadi;
-miawodos myidvels angariSi da konosamenti;
-gadaixados saqonlis datvirTva-gadmotvirTvis xarjebi.
myidveli valdebulia:
-miiRos saqoneli, konosamenti da angariSi;
-SesaZlebelia damatebiT Setanil iqnes gadmotvirTvis danaxarjebSi
maTi anazRaureba myidvelis mier. am SemTxvevaSi, aRniSnul pirobas emateba
piroba CIF (Ianded) `gadmotvirTvasTan erTad~.
8. CIF – (,,cost, insrance, freight’’) `saqonlis Rirebuleba, dazRveva, dafraxtva~.
es piroba praqtikulad emTxveva ,,CAF’’ –is pirobas im gansxvavebiT, rom
mas emateba gamyidvelis mier saqonlis sazRvao dazRveva.
gamyidveli valdebulia:
-moaxdinos transportirebis organizacia da gadaixados daniSnulebis
portamde safraxto gadasaxadi;
-miawodos saqoneli gems;
-miiRos saeqsporto licenziebi da saeqsporto gadasaxadi’
-dazRvios saqoneli;
-miawodos myidvels angariSi, konosamenti, sadazRvevo polisi;
-aanazRauros datvirTva-gadmotvirTvis danaxarjebi.
myidveli valdebulia:
- miiRos saqoneli, konosamenti, angariSi, sadazRvevo polisi;
- nawilobriv gadaixados gadmotvirTvis danaxarjebi Tu es
gaTvaliswinebulia xelSekrulebiT.
1. ,,Freight/carriage paid to’’ (`fraxti gadaxdilia daniSnulebis adgilamde~).
aRniSnuli piroba msgavsia CAF-isa im gansxvavebiT, rom saqonlis
gafuWebis an ganadgurebis danaxarjebi gadadis myidvelze an
eqspeditorze.
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 gamyidveli valdebulia:
-moaxdinos gadazidvebis organizacia da gadaixados safraxtr safasuri
daniSnulebis adgilamde:
-miawodos saqoneli eqspeditors;
-gadaixados saeqsporto gadasaxadi da moipovos licenzia;
-miawodos myidvels angariSi da satransporto dokumentebi.
myidveli valdebulia:
-miiRos saqoneli eqspeditorisagan.
10. ,,Freight/carriage and insurance paid to’’ (,,fraxti da dazRveva gadaxdilia
adgilamde’’.
es piroba emTxveva zemoT miTiTebul pirobas im gansxvavebiT, rom aq
gamyidvelma unda moaxdinos saqonlis dazRveva transportirebis mTeli
manZilis ganmavlobaSi.
gamyidveli valdebulia:
-gadaixados transportirebis safasuri da moaxdinos misi organizeba;
-gadasces saqoneli eqspeditors;
-miiRos saeqsporto licenzia da gadaixados saeqsporto gadasaxadi;
- daazRvios saqoneli gzaSi, gadasces myidvels angariSi, satransporto
dokumentebi, sadazRvevo polisi.
-myidveli valdebulia:
- sadazRvevo polisis, satransporto dokumentebis da angariSis
gacnobis Semdeg miiRos saqoneli.
11. ,,EX ship’’ (`gemidan~).
aRniSnul SemTxvevaSi, gamyidveli valdebulia, gadasces saqoneli
myidvels gembanze daniSnulebis gemsadgurSi. amdenad, gamyidveli agebs
pasuxs saqonelze daniSnulebis portamde.
gamyidveli valdebulia:
- uzrunvelyos saqonlis gadazidva daniSnulebis portamde;
- warmoudginos myidvels yvela sabuTi saqonlis gadmotvirTvamde;
- miwodos myidvels zusti informacia gemis portSi Sesvlis Sesaxeb.
myidveli valdebulia:
- miiRos saqoneli daniSnulebis portSi;
- gadaixados saqonlis gadmotvirTvisaTvis danaxarjebi;
- miiRos saimporto licenziebi da gadaixados gadasaxadi.
rig SemTxvevaSi sazRvao portebis gadatvirTvis mizeziT gemi kviris an
Tvis ganmavlobaSi ver Sedis mis sadgomze. amitomac aris aucilebeli
kontraqtSi gaTvaliswinebul iqnes demeredJis danaxarjebi da maTi
anazRaurebis wesi.
12. ,,Delivered at frontier’’ (`saqoneli miwodebulia sazRvarze~).
avtotransportiT an rkinigziT saqonlis miwodebis SemTxvevaSi es
piroba metadre efeqturia da is gulisxmobs, rom gamyidvelis
valdebulebaSi Sedis, miitanos produqcia sabaJomde.
gamyidveli valdebulia:
- miitanos produqcia sabaJomde;
- warmoadginos yvela zednadebi dokumenti da gadasces is myidvels.
myidveli valdebulia:
-miiRos saqoneli sazRvarze;
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 miiRos yvela saimporto licenzia da gadaixados sabaJo gadasaxadi.
13. ,,Delivered duty paid’’ (`miwodebulia, gadasaxadi gadaxdilia~).
gamyidveli valdebulia:
- miawodos saqoneli daniSnulebis adgilas;
- gadaixados saimporto licenziis da gadasaxadi Rirebuleba;
- gadasces myidvels yvela aucilebeli dokumenti saqonlis misaRebad.
myidveli valdebulia:
- miiRos saqoneli daniSnulebis adgilas.
aRsaniSnavia, rom aq moyvanilia `inkoTermsis~ pirobebis nawili. amasTan,
es pirobebi, rogorc wesi, icvleba. zusti informacia `inkoTermsis~
pirobebSi cvlilebebis Sesaxeb qveyndeba saerTaSoriso savaWro palatis
periodul gamocemebSi.

mniSvnelovanias saeqsporto fasis gaangariSeba. Sinaarsobrivad

saeqsporto da Sidasabazro fasebs Soris raime arsebiTi gansxvaveba ar
arsebobs. gansxvaveba SeiZleba iyos raodenobrivi, aq gasaTva-liswinebelia
is garemoebac, rom saeqsporto fasSi Sedis is danaxarjebi, romlebic
iTvaliswinebs marketingis saeqsporto strategiis komponentebs.
saeqsporto fasis dadgena pirdapir kavSirSi imyofeba sawarmos
rentabelobasTan, rameTu im dadebiTi danaxarjebis gaTvaliswineba,
romlebic Sevlen produqciis sxva qveyanaSi gatanis fasSi, dakavSirebulia
sirTuleebTan da garkveulwilad, riskTan. axal samomxmareblo bazarze
Sesvlis SemTxvevaSi eqsportiori valdebulia, ara marto SeinarCunos
konkurentuli fasi, aramed produqciis bazarze aprobaciis mizniT, daswios
kidevac is. amitomac aris, rom mwarmoebeli xSirad awydeba Semdegi rigis
problemebs:
- SeiZleba Tu ara is SeinarCunos rentabelobis maRali done
produqciis gare bazarze gatanis SemTxvevaSi?
- ramdenad SesaZlebelia gaiyidos produqcia im fasSi, rom Tundac
daifaros masze gaweuli yvela pirdapiri danaxarji?
rogorc wesi, saeqsporto bazarze Sesvlis SemTxvevaSi, mwarmoebeli
pirvel etapze ayenebs amocana-minimums, romelic mdgomareobs pirdapiri
danaxarjebis dafarvaSi. Tumca es rasakvirvelia, uaryofiTi tendenciaa,
radganac is orientirebulia mxolod bazridan konkurentebis gamoZevebaze
da praqtikulad, ara Soreul perspeqtivaze. iribi danaxarjebis dafarvis
da damatebiTi mogebis miRebis gareSe, eqsportiori ver aiTvisebs mocemuli
bazris segmentebs, is SesaZlebelia bazris am nawilSi gamagrdes mxolod
droebiT.
aRsaniSnavia, rom saeqsporto produqciis kalkulaciis formaluri sqema
naklebad gansxvavdeba Sidakalkulaciisagan. sxvaoba Cndeba eqsportze,
damatebiT danaxarjebSi. aq Sedis:
- gamyidvelisa da warmomadgenlis sakomisio danaxarjebi;
- transportirebis danaxarjebi;
- dafinansebaze danaxarjebi;
- dazRvevaze danaxarjebi;
- saqonlis SefuTvis damatebiTi danaxarjebi;
- gauTvaliswinebeli danaxarjebis rezervebi;
353
 - kontraqtis, serTifikatis da sxva dokumentebis gaformebis
danaxarjebi.
- Tu gaviTvaliswinebT im garemoebas, rom saeqsporto fasi, rogorc
wesi, gamomdinareobs `inkoTermsis~ pirobebidan, SesaZleblad
migvaCnia kalkulaciis im pirobiTi sqemis warmodgena, romelic
Zireulad gansxvavdeba Sidakalkulaciisagan.
- winaswari TviTRirebuleba+sawarmoo mogeba+= qarxana-mimwodeblis
fass (Ex works).

+ danaxarjebis gadazidvaze rkinigzis sadgurebamde;

+ danaxarjebi eqspeditorze;
+ saqonlis dazRvevaze;
+ vagonSi CatvirTvis danaxarjebi.
= fasi `franko rkinigzis vagoni~ ((For/Fot)
+ dafraxtva sazRvramde.

= fasi `franko sazRvari~ (delivered at frontier)

+ fraxti daniSnulebis adgilamde.

= fasi `fraxti daniSnulebis adgilamde, portamde~ (Freight carriage paid to)

+ danaxarjebi portSi (gadmozidva, sawyobis danaxarjebi, eqspeditoris
sakomisio, damatebiTi danaxarjebi: teleqsi, faqsi, forsta).

= franko porti miRebis fasi.

+danaxarjebi dokumentebze.
+danaxarjebi konosamentze.
+ sazRvao fraxti.

= daniSnulebis portis fasi (CIF)

+ dazRveva.
+ daniSnulebis portSi gadmotvirTvis danaxarjebi.
+ saimporto gadasaxadi.

= fasi franko-myidveli gadasaxadebis gaTvaliswinebiT (delivered duty paid).

saeqsporto fasSi sakmaod maRali xvedriTi wili modis sabaJo

gadasaxadze. aRsaniSnavia, rom evropis qveynebis mixedviT, sabaJo gadasaxadi
araerTgvarovania da yvela saxelmwifos aqvs ufleba. is daareguliros
misi Sexedulebebis Sesabamisad. amasTan, evropaSi sabaJo gadasaxadebis
saerTo principebi gamomdinareobs sistemidan, romelic cnobilia,
`briuselis saerTaSoriso sabaJo gadasaxadis~ saxiT. dasavleTis qveynebSi
sabaJo gadasaxadi meryeobs 0-dan 30%-mde. evropis qveynebSi amas emateba
gadasaxadi damatebiT Rirebulebaze da rig saqonelze aqcizebic.
satransporto danaxarjebSi Sedis yvela danaxarji qarxana-
mimwodeblebTan daniSnulebis adgilebamde `inkoTermsis~ kontraqtiT
gaTvaliswinebuli.

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 dafinansebis danaxarjebSi Sedis: akreditivebi, sabanko garantiebi,
inkasoebi da sxva sabanko momsaxurebasTan dakavSirebuli danaxarjebi.
miuxedavad imisa, rom SesaZlebelia kalkulaciis Sedgena produqciis
warmoebisa da realizaciis yvelaze miaxloebuli pirobebidan gamomdinare,
yvela saxeobis danaxarjebis gaTvaliswineba saorientacio fasis
dadgenisas metadre rTulia, amitomac aris, rom gaiTvaliswineba
danaxarjTa rezervi.
bazrebis Seswavlis procesSi didi mniSvneloba aqvs imas, Tu ra zomiT
meryeobs fasi. damwyebi eqsportiorisaTvis, rasakvirvelia, ar aris
mizanSewonili im bazarze SeRweva, sadac aris samomxmareblo produqciis
simravle, konkurenciis maRali done da uaxloes perspeqtivaSi ar aris
mosalodneli fasebis dawevis tendencia.

XIV. 11. dizaini da SefuTva dasavleTis bazarze

saqonlisaTvis samomxmareblo Tvisebebis miniWeba bevrad aris

damokidebuli samrewvelo dizainze. dizainis istoria metad sainteresoa
da dakavSirebulia kacobriobis ganviTarebis ama Tu im etapTan, romlis
mixedviTac, saxelmwifos politikuri funqciebis cvla iwvevda saqonlis
samomxmareblo TvisebebSi cvlilebas, rac aisaxeboda samrewvelo
dizainSic. ase, magaliTad: jer kidev XV-XVII saukuneebSi evropis
kontinentze ganuwyvetelma omebma, win wamoswia mxedrebis SeiaraRebis
sakiTxi, fari da Subi gaxda yoveli meomari mamakacis aucilebeli
atributi da siZlieris simbolo. TandaTan warmoebis ganviTarebasTan
erTad, fari da Subi sabrZolo daniSnulebasTan erTad iZenda axal
funqcias, is xdeba ceremonialuri, ritualuri sargeblianobis mqone sagani.
amitomac aris, XV-XVI saukunis evropis sabrZolo iaraRebis nimuSebSi Cven
vxvdebiT mooqrovebas, Zvirfasi qvebiT moWedvas da sxva SemTxvevebs.
kacobriobis nebismier istoriul monakveTze adamiani miiltvoda
yofiTi sagnebisadmi silamazis, mimzidvelobis miniWebisaTvis, xolo XIX
saukunis bolos da XX saukunis dasawyisSi am saqmeSi aqtiurad Caebnen
samrewvelo xelovanebi da mxatvrebi. XX saukunis gariJraJze teqnikuri
progresis ganviTarebam gaamwvava konkurencia saerTaSoriso bazarze.
momxmarebeli produqciis samomxmareblo TvisebebTan erTad aqtiurad
moiTxovda maRal esTetikur Tvisebebs. amitomac iyo, rom ukve meore
msoflio omis Semdgom samrewvelo dizaini Camoyalibda, rogorc
damoukidebeli dargi, romlis ZiriTadi funqcia gaxda momxmareblis
materialuri, funqciuri, kulturuli, fsiqologiuri, esTetikuri
moTxovnebis gaTvaliswineba.
samrewvelo dizaini moicavs yvela im urTierTkavSirebs, romelic
SeiZleba arsebobdes adamiansa da nakeTobas Soris. es niSnavs, rom misi
kvlevis sagani aris ara sagnebis urTierTdamokidebuleba, aramed maTTan
adamianis urTierTkavSiri.
urTierTdamokidebulebis analizisaTvis am dargSi specialistebi
iyeneben adamianis fsiqo-fiziologiuri gamokvlevebis Sedegebs. maTi
mizania, maqsimalurad iqnes gaTvalisiwnebuli sagnebis formis Sesabamisoba
maT funqciur datvirTvasTan.
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 samrewvelo dizainis amocanis dasmis procesSi specialistebi
ganixilaven Semdeg sakiTxebs:
- ra moTxovnebs unda akmayofilebdes mocemuli nakeToba?
- ra meTodebiT SeiZleba dakmayofildes es moTxovna?
- rogor unda gamoiyurebodes nakeToba, rom is Seesabam,ebodes
Tanamedroveobis standartebs?
- ra teqnikuri saSualebebi arsebobs sakeTobis gasaformeblad?
- ra axal Tvisebebs SeiZens nakeToba gaformebis Semdgom?
nobis konstruirebis procesSi, aucilebelia, gaviTvaliswinoT, rom misi
forma damokidebulia mis funqciebze da momxmareblis moTxovnebi
gansazRvraven, rogorc formas, aseve funqciebsac.
am mimarTebaSi adamianis moTxovniTA Seswavlas awarmoebs orimecniereba:
antoprometria da ergonomika, romelic gansakuTrebulad ganviTardnen 40-
iani wlebis bolos da dRes gaxdnen samrewvelo dizainis Sesaxeb
mecnierebis ganuyofeli atributebi.
antropometria Seiswavlis adamianis sxeulis da misi calkeuli nawilis
zomas da funqciebs. is aseve Seiswavlis adamianis anatomiur,
fiziologiur, fsiqologiur aspeqtebs. am mecnierebam Seqmna samrewvelo
dizainis samecniero baza. aRsaniSnavia, rom samrewvelo dizaini flobs ra
informacias adamianis sxeulis zomebis Sesaxeb, axdens momavali
produqciis dagegmvas am faqtorebidan gamomdinare, magram es sakmarisi ar
aris. aucilebelia, gaviTvaliwinoT is garemoebac, rom saerTaSoriso
marketingSi sxvadasxva erebis saSualo antropometriuli maCveneblebi
gansxvavebulia, ris Sesabamisadac unda daigegmos warmoeba. ase, magaliTad :
cnobilia, rom iaponelebi ufro patara zomis arian, vidre- evropelebi.
amitomac aris, rom iaponiaSi realizebuli manqanebis standartebi
gansxvavebulkia evropaSi realizebulisagan. adamianis zomebis Sesaswavlad
gamoiyeneba mravali meTodi. magaliTad, natropometris (specialuri
xelsawyo, romliTac izomeba adamianis sxeuli an misi calkeuli nawili)
gamoiyeneba, an adamianis fotosuraTis proeqcia specialur Sablonze da
sxva.
ergonomika Seiswavlis adamianis energiis danaxarjebs, moZraobis
kanonzomierebas, Sromis processa Tu Sromis nayofierebas. is gvaZlevs
amomwurav informacias imis Sesaeb, Tu ra fsiqologiur, fiziologiur an
anatomiur cvlilebebs ganicdis adamiani Sromis procesSi.
ergonomikis gamoyenebis areali sakmaod farToa, dawyebuli samuSao
adgilis organizaciidan, damTavrebuli samrewvelo dizainiT. ergonomikis
gareSe SeuZlebelia produqciis mecnieruli konstruireba. ase, magaliTad:
axali avtomaqanis warmoebis Seiswavleba adaminis sxeulis moZraobaze
moqmedi faqtorebi misi marTvis procesSi, iseTi, rogoricaa: reqciis
siswrafe, manZilis aRqmis unari, qveda kidurebis moZraoba damuxruWebis
procesSi da sxva. adamians aqvs unari gaakontrolos manqanis moZraoba
mxolod im SemTxvevaSi, Tu masze ganlagebulia samarTav mowyobilobaTa
misTvis dasaSvebi raodenoba. maTi optimaluri ganlageba da gaformeba
Sedis samrewvelo dizainis amocanaSi. arsebiT zegavlenas am procesze
axdens ergonomika.

356
 samrewevlo dizaini axali nakeTobis kontruirebis procesSi did
yuradRebas aqcevs mis formas. ase, magaliTad : sarecxi saSualeba SeiZleba
warmogvidges, rogorc Txevadi nivTiereba an fxvnili. formis SerCevis
procesSi, upirveles yovlisa, ganTavsebulia momxmareblis moTxovnebi da
nakeTobis saorientacio Rirebuleba. samrewvelo dizainis gansazRvris
procesSi gasaTvalisiwnebelia isic, Tu visze aris is orientirebuli:
masobriv momxmarebelze, Tu individualur pirovnebaze. amasTan
dakavSirebiT, aRsaniSnavia, rom Tanamedrove samyaroSi arian mravlad is
adamianic, romelTaTvisac ZviradRirebuli sagnebis SeZena maTi socialuri
mdgomareobis damadasturebelia. avtomanqanebi, saaTebi, avtokalmebi, rigi
momxmareblisaTvis `statusis~ komponentebis matarebelia, isisni pirdapir
Tu iribad gamoxataven maT sazogadoebriv mdgomareobas. es aris e.w.
`statusis sagnebi~, romelTac myidveli iZens misi upiratesobis
dasamkvidreblad sazogadoebriv sferoSi. rac Seexeba teqnikur nawarms,
misi garesaxeoba unda Seesabamebodes teqnicizmis maRal moTxovnebs.
aviRoT Tundac magnitofoni. masSi sxvadasxva tipis Rilakebis simravle
tolfasi xdeba maRali teqnikuri Tvisebebisa.
samrewvelo dizainSi didi mniSvneloba eniWeba feris sakiTxs da Tumca
Cven am problemaze zemoT nawilobriv SevCerdiT, mainc unda aRiniSnos, rom
feri adamianis fsiqikaze zemoqmedebis uebari saSualebaa. yoveli
adamianisaTvis feri asrulebs individualuri gamaRizianeblis rols,
asocirdeba abstraqtul TvisebebTan. aRsaniSnavia, rom feri rig
SemTxvevaSi dasavleTis firmis individualuri niSnis matarebelia. ase,
magaliTad : germanuli kosmetikuri firma `nivea~ nakeTobebSi iyenebs
ferebis TeTr-lurj Sefardebas. ferebios gamoyenebas saqonlis mikuTvnebis
gamosaxatavad didi mniSvneloba gaaCnia, radganac dRevandel
supermarketebSi Znelia saqonlis simravleSi, SeirCes sasurveli firmis
produqcia. feri nawarmSi asrulebs ara marto esTetikur, aramed
gamafrTxilebel funqciasac. ase, magaliTad : manqanaSi wiTeli feris
naTurebi miuTiTeben teqnikuri mowyobilobis gaumarTaobaze, an safrTxeze.
feri asrulebs SerCeviT funqciasac. ase, magaliTad : satelefono
kabelebSi feradi gradaciebis gareSe praqtikulad SeuZlebeli gaxdeba
maTi teqnologiuri SeerTeba. feri aris nakeTobis prestiJulobis
aRmniSvnelic. ase, magaliTad : naturaluri tyavis feri tyavfexsacmlis
warmoebaSi an naturaluri xis feri avejis warmoebaSi metyvelebs maT
bunebriv warmoSobaze, rac dakavSirebulia ufro maRal fasTan. fers
SeuZlia saqonelSi Seqmnas SedarebiT mdgradobis StabeWdilebac.
magaliTad : teqnikuri nawarmis SeRebva liTonisfrad qmnis saimedoobis
STabeWdilebas.
imas, Tu ra zegavlenas axdens esa Tu is feri adamianis fsiqikaze da ra
fsiqoemociur gancdebTan aris is dakavSirebuli, kargad asaxavs sqema #2.

357
 sqema #2
feri, rogorc samrewvelo dizainis komponenti

feri mxedvelobiT-mgrZnobelobiTi aRqmis simboloebi

manZili temperatura sulieri higienuri

mdgomareoba zemoqmedeba
lurji Soreuli civi mSvidi sufTa

mwvane - - - neitraluri Zalian axali

mSvidi
wiTeli axlos Tbili gaRizianebuli - - -

vardisferi Zalian Zalian aRgznebuli - - -

axlos Tbili
yviTeli axlos - - - - - - - - -

yavisferi Zalian neitraluri - - - binZuri

axlos
melnisferi _ - Tbili agresiul- - - -
agznebuli

imasTan dakavSirebiT, rom dasavleTSi didi ganviTareba hpova

samrewvelo dizainma, 1957 wels Seiqmna samrewvelo dizainis saerTaSoriso
sabWo, romlis ZiriTadi amocanaa, msoflioSi samrewvelo dizainis
procesebis ganviTarebis xelSewyoba da dizainerTa kvalifikaciis
amaRleba. aRsaniSnavia, rom es organizacia moqmedebs iuneskos farglebSi.
konkurentuli brZolis gamwvavebis procesSi, Tanamedrove sawarmoebi
cdiloben, Seqmnan dizainis specializebuli ganyofilebani, xolo rig
saxelmwifoebSi funqcionireben damoukidebeli dizainis firmebi. am mxriv,
warmatebuli nabijebi gadadga italiam. dasavleTis bevri avtomobilis
stailingi SemuSavebulia italieli specialistebis mier. tyav-fexsacmlis
mrewvelobaSi italieli dizainerebis nawarmi msoflioSi Tanamedrove
modis tonis mimcemi.
amdenad, rogorc vxedavT, samrewvelo dizaini aris wamyvani elementi
samrewvelo saqonlis SemuSavebis mTeli ciklis manZilze: konstruirebidan,
samarketingo koncefciis SemuSavebamde.

samrewvelo SefuTva aris dargi, romelic erTi SexedviT, ar

warmoadgens aucileblobas, magram Tavisi mniSvnelobiTa da saWiroebiT
ikavebs erT-erT wamyvan adgils msoflio praqtikaSi da gamoirCeva
ganviTarebis maRali tempebiT.
dasavleTis bazris saqoneli miewodeba sasaqonlo saxiT – SefuTuli.
samrewveloi SefuTva gaxda reklamis erT-erTi komponenti, amasTan, mas
garda, reklamirebas gaaCnia sxva mniSvnelovani funqciebic. iseTebi,
rogoricaa :
-saqonlis dacva dazianeba-gafuWebisagan ;
- transportirebis gamartiveba ;
358
 -racionaluri dafasoeba ;
-saqonlis reklamireba.
dafasoebisa da SefuTvis danaxarjebi unda iyos racionaluri, radgan
isini Sedis produqciis TviTRirebulebaSi.
SefuTvis xasiaTi da funqciebi damokidebulia imaze, Tu ra saxeobis
saqonelze vrceldeba is. garda sareklamo, funqciisa mas gaaCnia
mniSvnelovani satransporto funqciac. aRsaniSnavia, rom transportireba
nebismieri saxeobis produqciisa unda iyos rentabeluri. es niSnavs, rom
unda mcirdebodes erTeuli produqciis datvirTva-gadmotvirTvisa da
sivrceSi gadaadgilebis danaxarjebi. amdenad, saqonlis SefuTvis procesSi
aucilebelia gaTvaliswinebul iqnes es faqtorebic.
produqciis SefuTvaze zemoqmedebs mravali faqtori, romelTa Soris
SeiZleba gamoiyos:
- saqonlis wona an moculoba da satransporto saSualebebisadmi am
parametrebis misadagebis done;
- SefuTvis saSualebebis SeTanawyoba datvirTva-gadmotvirTvis
avtomatizebuli saSualebebisadmi;
- satransporto saSualebebis saxeopba (sahaero transportis
SemTxvevaSi SefuTva unda iyos ufro msubuqi).
SefuTvis erT-erTi umniSvnelovanesi funqcia aris transportirebis
procesSi saqonlis Senaxva. cxadia, rom mimwodebeli miiRebs saqonlis
srul fass mxolod im SemTxvevaSi, Tu is gadascems produqcias dazianebis
gareSe.
SesafuTi masalis SerCevaze zegavlenas axdens sami faqtori:
- masalis mgrZnobeloba;
- dazianebis SesaZlo (potenciuri) SesaZleblobani;
- calkeul qveynebSi saqonlis SefuTvisadmi arsebuli sakanonmdeblo
moTxovnebi.
aRsaniSnavia, rom msoflioSi arsebobs saSiSi masalebis
transportirebis dadgenili wesebi, rac, bunebrivia garkveul moTxovnebs
uyenebs SesafuT an samgzavro masalebs. SefuTvis erT-erT funqcias
Seadgens isic, rom man unda Seqmnas saqonlis ganTavsebis optimaluri
pirobebi. cnobilia, rom mTeli Tavis moZraobis gzas saqoneli gadadis
mwarmoeblidan eqspeditoramde, savaWro obieqtamde da am periodSi ganicdis
ganuwyvetliv ganTavsebas ama Tu im sasaswyobo nagebobebSi. amitomac
aucilebelia saqonlis moZraobis mTeli am gzis manZilze Seswavlil iqnes
sasawyobo nagebobaTa teqnikuri aRWurvis specifika. aqedan gamomdinare
unda SeirCes SesafuTi masala. aRniSnuli saxeobis informaciis miReba
SesaZlebelia klientebisagan. aRsaniSnavia isic, rom am tipis informaciis
procesSi aucilebelia, vicodeT is bunebriv-klimaturi Taviseburebanic,
romelic axlavs amaTu im qveyanas. didi mniSvneloba aqvs saqonlis
sawyobSi ganTavsebisa Tu transportirebis drois gansazRvras.
SesafuTi masala unda gamoirCeodes misis sawyobSi swrafi moZebnis
SesaZleblobebiTac. amitomac aris, rom dasavleTis firmebi iyeneben
TavianTi SefuTvis masalebze specifikur Seferilobas.
konkurentuli brZolis gamwvavebasTan erTad, dasavleTis rigi qveynis
samrewvelo firmebma daiwyes iaffasiani da dabalxarisxiani nakeTobebis
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ganTavseba SefuTvis Tanamedrove saSualebebSi, riTac miiRweva fasebis
gaumarTlebeli zrda am nakeTobebze. SefuTvis saSualebebi (sarecx
fxvnilebSi) da sxva produqciaze gamoiyeneboda imisaTvisac, rom SeeqmnaT
STabeWdileba gacilebiT met produqciaze, vidre is realurad iyo.
aRniSnulidan gamomdinare, dasavleTis qveynebSi intensiurad ganviTarda
kanonmdebloba, romlis moTxovnaTa Sesabamisad unda aqtiurad daculi
iyos momxmareblis interesebi. ase, magaliTad: centraluri evropis sam
qveyanaSi: avstriaSi, Sveicariasa da germaniaSi SemuSavebulia SefuTvis
saerTo wesebi. msoflioSi am process aregulirebs standartebis
saerTaSoriso organizacia.
SefuTvis racionalizaciis germanulma sazogadoebam Seitana Semdegi
damatebiTi normebi saerTaSoriso wesebSi.
- ilustraciis teqsti unda iyos mkafio da Seesabamebodes saqonlis
daniSnulebas;
- ar iqnes daSavebuli SefuTvis gziT saqonlis raodenobisa da
xarisxis gayalbeba;
- saqonlis wonis, moculobis, Tu raodenobis maCveneblebi unda
ganTavsdes masalis TvalsaCino adgilze;
- saqonlis wona da raodenoba unda warmoadgens damrgvalebul
erTeulebSi (mag: 10-20 kilogrami an cali);
- fasebi unda iyos mkafiod asaxuli (aRsaniSnavia, rom msoflioSi
batonobs Tavisufali fasebi, amitomac aris, rom mwarmoeblebi,
rogorc wesi, SefuTvaze ar miuTiTeben maCveneblebs, am mizniT,
gamotovebulia carieli adgili. gamonakliss warmoadgens mxolod
safirmo maRaziebSi gabatonebuli praqtika);
- SefuTvaze unda warmodgenil iqnes saqonlis vargisianobis vada.
rig dargebSi moqmedebs saxelmwifo an saerTaSoriso moTxovnebi. ase,
magaliTad: Salis nawarms teqstilur mrewvelobaSi unda gaaCndes
specialuri etiketebi an markireba, sadac mieTiTeba misi eqspluataciis
wesebic.
aRsaniSnavia isic, rom yvela saxeobis warwerebi qveyana-mimwodeblis
nakeTobaze unda iqnes Sesrulebuli im enebze, romelic gamoiyeneba
momxmarebel saxelmwifoSi. amitomac aris, rom dasavleTis qveynebSi yvela
saxeobis informacia mocemuli tipis saqonelze warmodgenilia oTx an eqvs
enaze. specialuri miTiTebebs moiTxovs Tambaqos nawarmi. evropis
standartebiT, aq aucilebelia miniSneba imis Sesaxeb, rom Tambaqos moweva
mavnebelia.
im mkacr moTxovnaze, romelic waeyeneba saqonlis markirebas,
miuTiTebs Semdegi magaliTi: amerikaSi erT-erTi qalbatoni ZaRlis
gasaSrobad iyenebda eleqtroRumels. am mizniT axali mikrotalRuri
Rumelis gamoyenebam gamoiwvia ZaRlis daRupva. momxmarebelma uCivla
Sesabamis firmas, rom misis saqonlis SefuTvaze ar iyo miTiTebuli am
miznis Rumelis gamoyenebis akrZalvebi. sasamarTlo ganxilvis procesSi
qalbatonma moigo procesi da ainazRaura miyenebuli zarali milion
dolaris odenobiT. aRniSnuli magaliTi metyvelebs im did
pasuxismgeblobaze, romliTac udgebian msoflios qveynebi TavianTi
produqciis bazarze wardgenis sakiTxs.
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 dasavleTis kanonmdebloba krZalavs saqonlis gadazidvebs Sesabamisi
markirebisa da SefuTvis gareSe. amasTan, aRsaniSnavia, rom am dargSi
gamoiyeneba garkveuli standartebi. ase, magaliTad: msoflioSi teqstilur
nawarmze gamoiyeneba Semdegi saxeobis miniSnebebi (ix. nax. #9). garda
aRniSnulisa, Sesabamisi kanonmdeblobiT dadgenilia is Taviseburebani,
romliTac aucilebelia vixelmZRvaneloT saqonlis gadazidvis procesSi.
ase, magaliTad: fxvieri tvirTebis gadazidva SesaZlebelia mxolod rbil
konteinerebSi, e.w. `big bag~-Si, romlis tevadobaa erTidan or tonamde. zRvis
transportiT saqonlis gadazidvisas aucilebelia misi ganTavseba
konteinerebSi, romelTac winaswar CautardebaT antikoroziuli damuSaveba.
yvela saxeobis SefuTuli saqoneli unda moicavdes aucilebel
monacemebs.
saeqsporto SefuTvaSi aseve did rols TamaSobs markireba. is unda
moicavdes Semdeg monacemebs:
- SekveTis nomeri;
- saqonlis raodenoba;
- daniSnulebis adgili;
- qveyana mwarmoebeli;
- zusti gabaritebi;
- datvirTva-gadmotvirTvis da ganTavsebis miniSneba (`zemodan~,
`qvemodan~, `mina~);
- damatebiTi miniSnebebi (`eSinia sinestis~, `eSinia dartymis~ da a. S.).
- am mizniT, gamoiyeneba saerTaSoriso standartebis simboloebi. unda
aRiniSnos, rom dReisaTvis msoflioSi gamoiyeneba markirebis da
SefuTvis saerTaSoriso normebi:
ATR – saSiSi saqonlis an produqciis transportirebis saerTaSoriso
wesebi;
IMDG – saSiSi saqonlis an produqciis saerTaSoriso sazRvao kodi;
IATA – sahaero transportiT saSiSi saqonlis gadazidvebis markirebis
saerTaSoriso wesebi.
yvela es monacemi yovelwliurad qveyndeba gaeros specialur
gamocemebSi.
mimoxilviTi kiTxvebi:
1. ras niSnavs teqmini `marketingi~?
2. rogoria marketingis evolucia?
3. ra igulisxmeba marketingis obieqtsa da subieqts Soris?
4. ra Taviseburebebi axasiaTebs strategiul dagegmvas?
5. rogoria strategiuli dagegmvis etapebi?
6. rogor xdeba `saqoneli bazris~ matricis Sedgena?
7. produqciis winsvlis ra meTodebia cnobili msoflioSi?
8. ras niSnavs reklamis standartizacia msoflios bazarze?
9. ra gzebiT xdeba produqciis ganawileba saerTaSoriso marke-
tingSi?
10. raSi mdgomareobs funqciuri da dinamiuri analizis meTodi?
11. ra monacemebs moicavs saeqsporto kontraqti?
12. ras warmoadgens `inforTermsis~ savaWro pirobebi?
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 13. rogor xdeba saeqsporto fasis gaangariSeba?
14. ra rols TamaSobs samrewvelo dizaini dasavleTis bazarze?

TemaSi ganxilul sakiTxTa mokle ganmeoreba:

1. dagvixasiaTeT, ra esmiT termin `marketingSi~?

marketingi warmodgeba inglisuri sityva Market –isagan, rac gulisxmobs
sasaqonlo bazris, produqciis realizaciis sferoSi saqmianobas. rogorc
ekonomikur urTierTobaTa sistema, marketingi gacilebiT ufro farTo
Sinaarsis cnebaa, romelic erTis mxriv, gulisxmobs samomxmareblo bazris
safuZvlian Seswavlas, momxmarebelTa gemovnebis, moTxovilebis yovelmxriv
analizs da am safuZvelze warmoebis agebas, meores mxriv ki, warmoebis
aqtiur zemoqmedebis gansazRvras samomxmareblo bazarze, momxmarebelTa
moTxovnebsa da gemovnebaze.

2. dagvixasiaTeT marketingis faqtorebi?

marketingis faqtorebi iyofa jgufad: pirveli, romelsac gansazRvravs
warmoeba, meore - warmoebisagan damoukidebeli faqtorebi, romelTa
gaTvaliswineba aucilebelia samarketingo praqtikaSi, mesame is faqtorebi,
romlebic warmoadgenen marketingis uSualo dakvirvebis sferos.
3. ra igulisxmeba marketingis organizaciul struqturaSi?
marketingis struqtura es aris misi elementebis erTianoba, mimarTuli
saerTo miznis ganxorcielebisaken. struqtura moicavs Semdeg elementebs:
produqts an momsaxurebas, ganawilebas an gasaRebas; moZraobas da fasebs.
4. dagvixasiaTeT marketingis gegmebi?
moqmedebis drois mixedviT marketingis gegmebi iyofa: moklevadian (erT
wlamde); saSualovadian (oTxidan xuT wlamde), grZelvadian (xuTidan aT an
TxuTmet wlamde) gegmebad moqmedebis masStabebiT isini iyofa: gegma
ZiriTadi saxeobis produqciaze; gegma yvela saxeobis produqciaze.
5. ras moicavs strategiuli dagegmva.
strategiuli dagegmvis etapebia: 1. sawarmos miznebis gansazRvra; 2)
strategiuli sameurneo qveganayofebis Seqmna; 3) marketingis miznebis
dadgena; 4) situaciis analiz; 5) marketingis strategiis gansazRvra; 6)
taqtikis realizacia; 7) Sedegebze dakvirveba.
6. ra mizezebi gansazRvravs faswarmoqmnis politikis Taviseburebebs
saerTaSoriso bazarze.
es mizezebia: 1. sxvadasxva qveynebis mixedviT gansxvavebulia
faswarmoqmnis saxelmwifoebrivi regulirebis done. 2) gansxvavebulia
saxelmwifoebis mixedviT samomxmareblo bazari. 3) produqciis eqsporti
xels uwyobs fasebis zrdas. 4) saxelmwifoebSi gansxvavebulia ekonomikuri
zrdis da inflaciis pirobebi. 5) qveynebis mixedviT gansxvavebulia
fiqsirebuli da cvladi fasebis dadgenis meTodologia.
7. ra Sedis gasaRebis meTodebSi?
gasaRebis meTodebSi Sedis: pirdapiri gasaRebia; direqtor marketingi;
telefon marketingi; iribi gasaReba; intensiuri gasaReba; releqciuri
(SeRweviTi) gasaReba.

362
 Sinaarsi

gv.
Tavi I. biznesis arsi da mniSvneloba 8
1. biznesis koncefciebi
2. biznesi, rogorc ekonomikur urTierTobaTa sistema
3. biznesis sistemis Camoyalibeba
4. ekonomikuri sistemebis buneba
5. biznesze moqmedi ekonomikuri motivatorebi
6. moTxovnisa da miwodebis roli biznesis ganviTarebaSi
7. sazogadoebaze moqmedi ekonomikuri Zalebi. wrebrunva
8. saxelmwifos roli biznesis regulirebaSi

Tavi II. biznesis garemo, eTikuri da socialuri pasuxismgebloba 25

1. biznesis garemos arsi
2. biznesis samarTlebrivi garemo
3. biznesis politikuri garemo
4. biznesis socialuri pasuxismgeblobis koncefciis evolucia, arsi da formebi
5. biznesis eTikis arsi da specifika
6. saqmiani eTikis safuZvlebi
7. biznesis socialuri pasuxismgeblobis filosofiuri safuZvlebi
8. biznesi da bunebrivi garemo
9. biznesi da momxmareblebi
10. dasaqmebis sferoSi Tanabari uflebebis stimulireba
11. biznesi da investorebi
12. biznesis eTikuri pasuxismgeblobis stimulireba

Tavi III. biznesis organizaciis formebi 66

1. warmoebis da momsaxurebis sferoSi dasaqmebuli kompaniebi
2. kompaniebis dayofa sakuTrebis formebis mixedviT
3. korporaciebis struqtura da maTi marTva
4. korporaciebis Serwyma da STanTqva

Tavi IV. biznesis dawyebis organizacia 77

1. mcire biznesis Casaxva da ganviTareba
2. mcire firmebis Seqmnis organizacia
3. biznesis Sesaxeb informaciuli wyaroebis analizi
4. moqmedi biznesis Sefaseba
5. biznesis myidvelis finansuri uzrunvelyofis wyaroebi
6. biznesis Rirebulebis dadgena
7. biznesis yidva-gayidvis garigebaTa struqtura da molaparakebaTa kultura
8. saqmiani winadadebis Sefaseba da gayidvis pirobebis dadgena
9. biznesis samarTlebrivi formis SerCeva
10. mcire sawarmoebSi biznes-gegmis Sedgenis organizacia

Tavi V. biznesis dawyebis finansuri uzrunvelyofa 113

1. biznesis dawyebis dafinansebis wyaroebi.
2. finansuri monacemebis momzadeba
3. fuladi saxsrebis marTva da sesxis aReba
4. menejmentis roli fuladi resursebis efeqtianobaSi

Tavi VI. venCuruli kapitali da frenSaizingi, rogorc biznesis organizaciis forma. 129
1. venCuruli kapitalis arsi
2. venCuruli dafinansebis maZiebeli kompanis ganviTarebis done
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3. venCuruli dafinansebis Sesaxeb winadadebis momzadeba
4. venCeruli firmebis dafinansebis pirobebi
5. venCuruli firmebis saxeebi
6. finansuri gegmis mniSvneloba venCuruli kapitalis mopovebisaTvis
7. frenSaizingi, rogorc sakuTari saqmis organizaciis forma
8. frenSaizingis SesaZleblobaTa Sefaseba
9. frenSaizuli paketi

Tavi VII. saerTaSoriso biznesis safuZvlebi 144

1. saerTaSoriso biznesis ganviTareba
2. xelisuflebis roli saerTaSoriso biznesis regulirebis dargSi.
3. saerTaSoriso organizaciebi
4. saerTaSoriso savaluto fondi da msoflio bankis roli biznesis ganviTarebaSi
5. saerTaSoriso urTierTobebis biznesze moqmedebis sfero
6. saerTaSoriso saqmiani urTierTobebis formebi

Tavi VIII. biznesis marTva 160

1. biznesis marTvis safuZvlebi
2. analitikuri Cvevebis roli marTvaSi
3. marTvis procesi
4. organizaciuli funqcia
5. xelmZRvanelobis funqciebi
6. kontrolis funqcia
7. kompaniis marTva krizisul situaciebSi

Tavi IX. biznesis organizaciuli struqtura 176

1. biznesis organizaciuli struqturis arsi da mniSvneloba
2. vertikaluri organizaciuli struqtura
3. marTvis norma
4. qvedanayofebis struqturis formireba
5. horizontaluri organizaciuli struqtura
6. araformaluri organizaciuli struqtura
7. korporaciuli kultura

Tavi X. saqonlisa da momsaxurebis warmoeba 199

1. warmoebis procesis genezisi da ganviTareba
2. biznesis sawarmoo strategia
3. warmoebis sawarmoo da operatiuli marTva
4. sawarmoo procesis kontroli

Tavi XI. materialuri resursebis marTva da logistika biznesSi 211

1. logistikis roli biznesis ganviTarebaSi
2. logistikis koncefciis evolucia
3. logistika, rogorc mecnieruli mimarTuleba
4. logistikis ganviTareba da infraindustriis formireba
5. logistikis terminis cneba
6. logistikis saxeebi
7. logistikis miznebi
8. logistikis funqciebi
9. logistikis obieqtebi
10. momaragebis programis SemuSaveba
11. Sesasyidi obieqtebis maxasiaTeblebis gansazRvra
12. nedleulze da masalebze moTxovnis dadgena droiT WrilSi
13. miwodebaTa pirobebis politika
14. saqonlis miwodebis dagegmva
15. logistikis dagegmvis meTodebi
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Tavi XII. SromiTi resursebis marTva 237
1. SromiTi resursebis marTvis procesi
2. SromiT resursebSi moTxovnis dagegmva da prognozireba
3. profesiuli funqciebis analizi
4. axali muSakebis SerCeva
5. muSakebis swavleba da kvalifikaciis amaRleba
6. muSakebis saqmianobis Sefaseba da atestacia
7. xelfasi da Sromis anazRaureba
8. stimulirebis programebi.
9. damatebiTi gadasaxadebi da momsaxureba
10 ojaxuri Semweobebi da SeRavaTebi
11. cvlilebebi muSakebi SromiT
12. sapensio programebi

Tavi XIII. adamianuri urTierTobani biznesSi 257

1. adamianuri urTierTobani organizaciaSi
2. motivaciis Teoriebi
3. motivacia da xelmZRvanelobis stili
4. muSakze orientirebuli xerxebi.
5. samuSaoze orientirebuli xerxebi
6. organizaciaze orientirebuli meTodebi

Tavi XIV. marketingi, rogorc biznesis filosofia 276

1. marketingis koncefciis evolucia
2. marketingis faqtorebi
3. informacia marketingis sferoSi
4. strategiuli dagegmva da marketingi
5. marketingi msoflio bazarze
6. faswarmoqmna da produqciis winsvla saerTaSoriso marketingSi
7. safirmo niSnebi da produqciis ganawileba saerTaSoriso marketingSi
8. reklama saerTaSoriso marketingis sferoSi
9. dasavleTis bazris Seswavlis specifika
10. gasaRebis programa dasavleTis marketingSi
11. dizaini da SefuTva dasavleTis bazarze

sarCevi 363

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