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.

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