Paswarmoqmna
- 1. referati
merab gogalaZe
ilias saxelmwifo universiteti
faswarmoqmna bazris, dargis da produqtis gaTvaliswinebiT;
moTxovna – miwodebis elastikuroba fasis mixedviT da misi determinantebi;
raodenobrivi gamoTvlis gzebi;
momxmareblebi, mwarmoeblebi da bazris efeqtianoba;
momxmareblis fsiqologia.
faswarmoqmna bazris, dargis da produqtis gaTvaliswinebiT
fasi aris faseulobebis jami, romelsac momxmarebeli gansazRvrul sargebelze cvlis, romelic
misTvis moaqvs SeZenil produqts an miRebul momsaxurebas. istoriulad, fasi iyo is ZiriTadi faqtori,
romelic zegavlenas axdenda myidvelis arCevanze. Tumca, bolo aTwleulebis manZilze, sxva
faqtorebma ufro didi mniSvneloba SeiZines.
istoriis manZilze, fasebi warmoiqmneboda myidvelisa da gamyidvelis molaparakebebis
Sedegad. arsebul garemoSi, faswarmoqmna aris rigiT pirveli problema, romelic gaaCnia bevr
marketingis aRmsrulebels.
kompaniis faswarmoqmnis gadawyvetilebebze gavlenas axdens, rogorc kompaniis Sida,
aseve gare garemos faqtorebi. Sida faqtorebi, romelnic gavlenas axdenen faswarmoqmnaze,
moicavs kompaniis marketingul miznebs, marketinguli kompleqsis strategias, xarjebis struqturasa da
organizaciul Sexedulebebs. gare faqtorebi, romelnic zegavlenas axdenen faswarmoqmnis
gadawyvetilebebze arian: bazari da moTxovna, konkurencia da sxva garemo elementebi. swored am
faqtorTa kompleqsi ganapirobebs kompaniis faswarmoqmnis strusturas, gegmebs, strategiebsa da
ganxorcielebis gzebs.
- 2. faswarmoqmna bazris mixedviT
gamyidvelis Tavisufleba faswarmoqmnis mxriv gansxvavdeba sxvadasxva tipis bazrebis
mixedviT. ekonomistebis TqmiT, arsebobs 4 tipis bazari, romelTagan TiToeuli qmnis sxvadasxva
faswarmoqmnis meqanizms.
wminda konkurenciis dros,bazari Sedgeba bevri myidvelisa da gamyidvelisagan, romlebic
yidian erTgvarovan produqcias. arc erT myidvelsa Tu gamyidvels ara aqvs gavlena arsebul bazris
fasze. gamyidvels ar SeuZlia gazardos arsebuli fasi, radgan myidvelebs SeuZliaT SeiZinon
ramdenic undaT imdeni produqti sxva gamyidvelebisagan. gamyidvelma arc naklebi fasi unda
daawesos, radgan maT SeuZliaT gayidon yvelaferi rac surT arsebul fasSi. Tu fasi da mogeba
izrdeba, axal gamyidvelebs SeuZliaT advilad Seviden bazarze. wminda konkurentul bazarze
marketinguli kvleva, produqtis ganviTareba, faswarmoqmna, reklama da gayidvis stimulireba
TamaSobs umniSvnelo, an aranair rols. ase rom, am bazris gamyidvelebi bevr dros ar xarjaven
marketingul strategiaze.
monopolisturi konkurenciis dros, bazari Sedgeba bevri myidvelisa da gamyidvelisagan,
romelnic vaWroben sxvadasxva fasebiT da ara erTi dadgenili sabazro fasiT. sxvadasxva fasebis
dadeba SesaZlebelia imis gamo, rom gamyidvelebs SeuZliaT ganasxvavon TavianTi SeTavazebebi.
fizikuri produqti SeiZleba gansxvavdebodes xarisxiT, niSan - TvisebebiT, stiliT an Tanmdevi
momsaxurebebiT. myidvelebi xedaven gansxvavebebs gamyidvelebis produqtebSi da sxvadasxva
fasebsac ixdian maTSi. gamyidvelebi cdiloben Seqmnan gansxvavebuli SeTavazebebi myidvelis
sxvadasxva segmentebisTvis. am dros Tavisuflad iyeneben brendirebas, reklamas da personalur
gayidvas, raTa calke Camoayalibon TavianTi SeTavazebebi. ase rom, Kinko ganasxvavebs Tavis
SeTavazebas Zlieri brendiT da reklamiT, amasTan amcirebs fasis gavlenas. aseT bazrebSi, bevri
konkurentebis yofnis gamo, TiToeuli firmaze nakleb gavlenas axdens konkurentis faswarmoqmnis
strategia, vidre oligopoliur bazrebze.
oligopoliuri konkurenciis SemTxvevaSi, bazari Sedgeba sul ramdenime gamyidvelisagan,
romelnic Zalze mgrZnobiareni arian TiToeuli maTganis fasebze da marketingul strategiebze.
produqti SesaZloa iyos erTgvarovani (foladi, alumini da sxva) an araerTgvarovani (manqanebi,
ompiuterebi). arsebobs mxolod ramdenime gamyidveli, imitom rom axali gamyidvelisTvis Znelia
bazarSi Sesvla. TiToeuli gamyidveli fxizlad adevnebs Tvals konkurentis strategiasa da moZraobas.
Tu foladis mwarmoebeli kompania 10%-iT amcirebs fass, myidveli myisve gadava am
imwodebelze. sxva foladis mwarmoeblebmac unda mibaZon mas – anu unda Seamciron fasebi an
gazardon TavianTi momsaxureba.
wminda monopoliis SemTxvevaSi, bazari Sedgeba erTi gamyidvelisagan.
SesaZloa iyos samTavrobo monopolia, an kerZo araregulirebadi monopolia. TiToeul SemTxvevaSi
faswarmoqmna gansxvavebulia. regulirebadi monopoliis dros, mTavroba kompanias aZlevs nebas
daawesos fasebi, romelic moitans `wminda Semosavals~, rac Tavis mxriv ganapirobebs kompaniis
mier saWiro operaciebis SenarCunebasa da gafarToebas. araregulirebadi monopoliebi Tavisufalni
arian fasebis dasaxelebaSi bazarze. miuxedavad amisa, xSirad isini srul fass mainc ar aweseben, rac
ganpirobebulia ramdenime mizeziT: survili, ar moizidos konkurencia, survili, SeaRwion bazarze
ufro swrafad dabali fasebis meSveobiT, an mTavrobis mxridan regulirebis SiSi.
faswarmoqmna dargis mixedviT
