{"id":3857,"date":"2025-02-16T12:53:34","date_gmt":"2025-02-16T11:53:34","guid":{"rendered":"https:\/\/leadmrktblog.com\/?p=3857"},"modified":"2025-02-16T14:02:45","modified_gmt":"2025-02-16T13:02:45","slug":"%d8%aa%d8%ad%d9%84%d9%8a%d9%84-%d8%a7%d9%84%d9%85%d9%86%d8%a7%d9%81%d8%b3%d8%a9%d9%81%d9%8a-%d8%b3%d9%8a%d8%a7%d9%82-%d8%a7%d9%84%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d8%a7%d8%b3%d8%aa%d8%b1","status":"publish","type":"post","link":"https:\/\/leadmrktblog.com\/en\/%d8%aa%d8%ad%d9%84%d9%8a%d9%84-%d8%a7%d9%84%d9%85%d9%86%d8%a7%d9%81%d8%b3%d8%a9%d9%81%d9%8a-%d8%b3%d9%8a%d8%a7%d9%82-%d8%a7%d9%84%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d8%a7%d9%84%d8%a7%d8%b3%d8%aa%d8%b1\/","title":{"rendered":"\u0627\u0633\u062a\u0643\u0634\u0641 \u0645\u0635\u0637\u0644\u062d &#8220;\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629&#8221; \u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 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class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>\u062c\u062f\u0648\u0644 \u0627\u0644\u0645\u062d\u062a\u0648\u064a\u0627\u062a<\/h2><nav><ul><li class=\"\"><a href=\"#\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\">\u0645\u0641\u0647\u0648\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/a><ul><li class=\"\"><a href=\"#\u062a\u0639\u0631\u064a\u0641-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\">\u062a\u0639\u0631\u064a\u0641 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/a><\/li><li class=\"\"><a href=\"#\u0623\u0647\u062f\u0627\u0641-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\">\u0623\u0647\u062f\u0627\u0641 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/a><\/li><li class=\"\"><a href=\"#\u0623\u0647\u0645\u064a\u0629-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\">\u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u0645\u0633\u062a\u0648\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\">\u0645\u0633\u062a\u0648\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/a><ul><li class=\"\"><a href=\"#1-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629-\u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629\">1. \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629:<\/a><\/li><li class=\"\"><a href=\"#2-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629-\u063a\u064a\u0631-\u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629\">2. \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u063a\u064a\u0631 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href=\"#2-\u062a\u062d\u0644\u064a\u0644-\u0645\u062c\u0645\u0648\u0639\u0627\u062a-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">2. \u062a\u062d\u0644\u064a\u0644 \u0645\u062c\u0645\u0648\u0639\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/a><\/li><li class=\"\"><a href=\"#3-\u0645\u0644\u0641-\u0627\u0644\u0645\u0646\u0627\u0641\u0633-competitor-profile\">3. \u0645\u0644\u0641 \u0627\u0644\u0645\u0646\u0627\u0641\u0633 (Competitor Profile)<\/a><\/li><li class=\"\"><a href=\"#4-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0633\u0644\u0633\u0644\u0629-\u0627\u0644\u0642\u064a\u0645\u064a\u0629-value-chain-analysis\">\u00a04. \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u064a\u0629 (Value Chain Analysis)<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u0645\u0635\u0627\u062f\u0631-\u062c\u0645\u0639-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a-\u0639\u0646-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\">\u0645\u0635\u0627\u062f\u0631 \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0639\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646<\/a><ul><li class=\"\"><a href=\"#1-\u0645\u0635\u0627\u062f\u0631-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a-\u0627\u0644\u0639\u0627\u0645\u0629\">1. \u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629<\/a><\/li><li class=\"\"><a href=\"#2-\u0645\u0635\u0627\u062f\u0631-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a-\u0627\u0644\u0645\u0644\u0627\u062d\u0638\u0629\">2. \u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u0644\u0627\u062d\u0638\u0629<\/a><\/li><li class=\"\"><a href=\"#3-\u0645\u0635\u0627\u062f\u0631-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a-\u0627\u0644\u0641\u0631\u0635\u064a\u0629\">3. \u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0641\u0631\u0635\u064a\u0629<\/a><\/li><li class=\"\"><a href=\"#4-\u062f\u0648\u0631-\u0627\u0644\u0639\u0645\u0644\u0627\u0621-\u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646-\u0648\u0627\u0644\u0633\u0627\u0628\u0642\u064a\u0646\">4. \u062f\u0648\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0648\u0627\u0644\u0633\u0627\u0628\u0642\u064a\u0646<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\">\u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/a><ul><li class=\"\"><a href=\"#1-\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u062a\u0639\u0631\u0641-\u0639\u0644\u0649-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646-\u0627\u0644\u062d\u0642\u064a\u0642\u064a\u064a\u0646\">1. \u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u064a\u0646<\/a><\/li><li class=\"\"><a href=\"#2-\u0627\u0644\u0645\u0628\u0627\u0644\u063a\u0629-\u0641\u064a-\u0627\u0644\u062a\u0642\u062f\u064a\u0631-\u0623\u0648-\u0627\u0644\u062a\u0642\u0644\u064a\u0644-\u0645\u0646\u0647\">2. \u0627\u0644\u0645\u0628\u0627\u0644\u063a\u0629 \u0641\u064a \u0627\u0644\u062a\u0642\u062f\u064a\u0631 \u0623\u0648 \u0627\u0644\u062a\u0642\u0644\u064a\u0644 \u0645\u0646\u0647<\/a><\/li><li class=\"\"><a href=\"#3-\u0627\u0644\u0642\u0636\u0627\u064a\u0627-\u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629-\u0641\u064a-\u062c\u0645\u0639-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a\">3. \u0627\u0644\u0642\u0636\u0627\u064a\u0627 \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629 \u0641\u064a \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a-\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0628\u0646\u0627\u0621-\u0639\u0644\u0649-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\">\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/a><ul><li class=\"\"><a href=\"#1-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062a\u0645\u064a\u0632-differentiation-strategy\">1. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0645\u064a\u0632 (Differentiation Strategy)<\/a><\/li><li class=\"\"><a href=\"#2-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062a\u0643\u0644\u0641\u0629-\u0627\u0644\u0623\u062f\u0646\u0649-cost-leadership-strategy\">2. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0623\u062f\u0646\u0649 (Cost Leadership Strategy)<\/a><\/li><li class=\"\"><a href=\"#3-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062a\u0631\u0643\u064a\u0632-focus-strategy\">3. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 (Focus Strategy)<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u0627\u0644\u062e\u0627\u062a\u0645\u0629\">\u0627\u0644\u062e\u0627\u062a\u0645\u0629:<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\">\u0645\u0641\u0647\u0648\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/h2>\n\n\n\n<p>\u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u0633\u0646\u062a\u0646\u0627\u0648\u0644 \u062a\u0639\u0631\u064a\u0641\u060c \u0623\u0647\u0645\u064a\u0629 \u0648\u0623\u0647\u062f\u0627\u0641 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u062a\u0639\u0631\u064a\u0641-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\"><strong>\u062a\u0639\u0631\u064a\u0641 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong><\/h3>\n\n\n\n<p>\u064a\u064f\u0639\u062a\u0628\u0631 <strong>\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 <\/strong>\u062c\u0632\u0621\u064b\u0627 \u0623\u0633\u0627\u0633\u064a\u064b\u0627 \u0645\u0646 \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u062d\u064a\u062b \u064a\u0647\u062f\u0641 \u0625\u0644\u0649 \u0641\u0647\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0639\u0645\u0644 \u0641\u064a\u0647\u0627 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0648\u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0644\u062f\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 (Proctor, 2000, p. 17). \u064a\u0645\u0643\u0646 \u062a\u0639\u0631\u064a\u0641 \u0647\u0630\u0627 \u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0645\u0646 \u0632\u0648\u0627\u064a\u0627 \u0645\u062a\u0639\u062f\u062f\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0648\u062c\u0647\u0627\u062a \u0646\u0638\u0631 \u0645\u062e\u062a\u0644\u0641\u0629 \u0644\u0644\u0645\u0624\u0644\u0641\u064a\u0646:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0643\u0648\u0644\u0646 \u0648\u062c\u0644\u064a\u062c\u0627\u0646 <\/strong>\u064a\u0639\u0631\u0651\u0641\u0627\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0628\u0623\u0646\u0647 \u0639\u0645\u0644\u064a\u0629 \u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0648\u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646\u060c \u0648\u0627\u0633\u062a\u0643\u0634\u0627\u0641 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0645 \u0648\u0623\u0647\u062f\u0627\u0641\u0647\u0645\u060c \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647\u0627 \u0644\u0641\u0647\u0645 \u0633\u0644\u0648\u0643\u0627\u062a\u0647\u0645 \u0648\u062a\u062d\u0631\u0643\u0627\u062a\u0647\u0645 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 (Gilligan &amp; Wilson, 2003, p. 175).<\/li>\n\n\n\n<li><strong>\u0643\u0631\u064a\u0641\u064a\u062a\u0633 \u0648\u062f\u064a\u0641\u064a\u062f\u062c <\/strong>\u064a\u0635\u0641\u0627\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0628\u0623\u0646\u0647 \u0623\u062f\u0627\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0641\u0647\u0645 \u0643\u064a\u0641\u064a\u0629 \u0639\u0645\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0648\u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u062a\u0648\u0642\u0639 \u0631\u062f\u0648\u062f \u0623\u0641\u0639\u0627\u0644\u0647\u0645 \u062a\u062c\u0627\u0647 \u0623\u064a \u062a\u062d\u0631\u0643\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062c\u062f\u064a\u062f\u0629 \u062a\u0642\u0648\u0645 \u0628\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629 (Cravens &amp; Piercy, 2009, p. 182).<\/li>\n\n\n\n<li><strong>\u0645\u0648\u0631\u0627\u062f\u0627\u0646 \u0648\u0645\u0627\u062a\u0632\u0644\u0631 \u0648\u0631\u064a\u0646\u063a <\/strong>\u064a\u0642\u062f\u0645\u0648\u0646 \u062a\u0639\u0631\u064a\u0641\u064b\u0627 \u0622\u062e\u0631\u064b\u0627 \u0628\u0623\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0647\u0648 \u0639\u0645\u0644\u064a\u0629 \u0645\u0633\u062a\u0645\u0631\u0629 \u0644\u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u062a\u062d\u0644\u064a\u0644\u0647\u0627 \u062d\u0648\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u064a\u0646 \u0648\u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646 \u0644\u062a\u0642\u064a\u064a\u0645 \u0642\u062f\u0631\u0627\u062a\u0647\u0645 \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0645 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 (Mooradian et al., 2014, p. 61).<\/li>\n<\/ul>\n\n\n\n<p>\u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a\u060c \u0641\u0625\u0646 \u0627\u0644\u0647\u062f\u0641 \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0645\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0647\u0648 \u062a\u0645\u0643\u064a\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0645\u062f\u0631\u0648\u0633\u0629 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u062a\u0645\u0643\u0646\u0647\u0627 \u0645\u0646 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631.<\/p>\n\n\n\n<p><strong>\u0644\u0645\u0627\u0630\u0627 \u064a\u064f\u0639\u062a\u0628\u0631 \u0647\u0630\u0627 \u0627\u0644\u062c\u0632\u0621 \u0623\u0633\u0627\u0633\u064a\u064b\u0627 \u0641\u064a \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u061f<\/strong><strong><\/strong><\/p>\n\n\n\n<p>\u064a\u064f\u0639\u062a\u0628\u0631 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0636\u0631\u0648\u0631\u064a\u064b\u0627 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645. \u062f\u0648\u0646 \u0641\u0647\u0645 \u0648\u0627\u0636\u062d \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u0633\u0644\u0648\u0643\u0647\u0645\u060c \u0633\u062a\u0648\u0627\u062c\u0647 \u0627\u0644\u0634\u0631\u0643\u0629 \u0635\u0639\u0648\u0628\u0627\u062a \u0643\u0628\u064a\u0631\u0629 \u0641\u064a \u0648\u0636\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0641\u0639\u0627\u0644\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Porter, 1980, p. 3). \u0643\u0645\u0627 \u0623\u0646\u0647 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u0641\u0647\u0645 \u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0627\u0641\u0633 \u062f\u0627\u062e\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0629\u060c \u0645\u0645\u0627 \u064a\u0624\u062b\u0631 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 \u0631\u0628\u062d\u064a\u062a\u0647\u0627 \u0648\u0642\u0648\u062a\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Drummond et al., 2008, p. 51).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0623\u0647\u062f\u0627\u0641-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\"><strong>\u0623\u0647\u062f\u0627\u0641 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong><\/h3>\n\n\n\n<p>\u064a\u0645\u0643\u0646\u0646\u0627 \u0625\u064a\u062c\u0627\u0632 \u0627\u0647\u062f\u0627\u0641 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0641\u064a\u0645\u0627 \u064a\u0623\u062a\u064a:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0644\u062f\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646<\/strong><strong>:<\/strong><\/li>\n<\/ol>\n\n\n\n<p>\u064a\u062a\u064a\u062d \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0641\u0647\u0645\u064b\u0627 \u062f\u0642\u064a\u0642\u064b\u0627 \u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u0646\u0642\u0627\u0637 \u0636\u0639\u0641\u0647\u0645\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0651\u0646\u0647\u0627 \u0645\u0646 \u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0647\u0630\u0647 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0644\u062a\u062d\u0633\u064a\u0646 \u0645\u0648\u0642\u0639\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a (Gilligan &amp; Wilson, 2003, p. 176).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>&nbsp;<\/strong><strong>\u0641\u0647\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629<\/strong><strong>:<\/strong><\/li>\n<\/ul>\n\n\n\n<p>\u064a\u062c\u0628 \u0623\u0646 \u064a\u0643\u0648\u0646 \u0644\u0644\u0645\u0633\u0648\u0648\u0642 \u0627\u0644\u0641\u0647\u0645 \u0627\u0644\u0643\u0627\u0645\u0644 \u0644\u0645\u0627 \u064a\u0641\u0639\u0644\u0647 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0648\u0646 \u0627\u0644\u0622\u0646 \u0648\u0643\u064a\u0641 \u0633\u064a\u062a\u0635\u0631\u0641\u0648\u0646 \u0645\u0633\u062a\u0642\u0628\u0644\u0627\u064b \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u0645\u062b\u0644 \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 \u0644\u0628\u0648\u0631\u062a\u0631 \u0623\u0648 \u062e\u0631\u0627\u0626\u0637 \u0627\u0644\u0645\u062c\u0645\u0648\u0639\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (Porter, 1980, p. 4; Cravens &amp; Piercy, 2009, p. 182).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u0648\u0642\u0639 \u0631\u062f\u0648\u062f \u0623\u0641\u0639\u0627\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0639\u0644\u0649 \u0623\u064a \u062e\u0637\u0648\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062c\u062f\u064a\u062f\u0629<\/strong><strong>:<\/strong><\/li>\n<\/ul>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0633\u0627\u0639\u062f \u0641\u0647\u0645 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0641\u064a \u062a\u0648\u0642\u0639 \u0643\u064a\u0641 \u0633\u064a\u0633\u062a\u062c\u064a\u0628\u0648\u0646 \u0644\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0645\u062b\u0644 \u062a\u062e\u0641\u064a\u0636 \u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0623\u0648 \u0625\u0637\u0644\u0627\u0642 \u0645\u0646\u062a\u062c \u062c\u062f\u064a\u062f (Kotler &amp; Keller, 2005, p. 239). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0625\u0630\u0627 \u0642\u0627\u0645\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0628\u062a\u062e\u0641\u064a\u0636 \u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0623\u0648 \u0625\u0637\u0644\u0627\u0642 \u0645\u0646\u062a\u062c \u062c\u062f\u064a\u062f\u060c \u0641\u0625\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062c\u0627\u0628\u062a\u0647\u0645 \u0644\u0647\u0630\u0647 \u0627\u0644\u062e\u0637\u0648\u0627\u062a.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0623\u0647\u0645\u064a\u0629-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\"><strong>\u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u0644\u0627 \u062a\u0648\u0644\u064a \u0627\u0647\u062a\u0645\u0627\u0645\u064b\u0627 \u0643\u0627\u0641\u064a\u064b\u0627 \u0628\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0642\u062f \u062a\u062c\u062f \u0646\u0641\u0633\u0647\u0627 \u063a\u064a\u0631 \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0641\u0631\u0636\u0647\u0627 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0636\u0639\u0641 \u0623\u062f\u0627\u0626\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0648\u0641\u0642\u062f\u0627\u0646 \u062d\u0635\u062a\u0647\u0627 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 (Diasz, 2013, p. 49). \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u0641\u0625\u0646 \u0639\u062f\u0645 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0642\u062f \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0645\u0641\u0627\u062c\u0622\u062a \u063a\u064a\u0631 \u0645\u0631\u063a\u0648\u0628\u0629\u060c \u0645\u062b\u0644 \u062f\u062e\u0648\u0644 \u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062c\u062f\u062f \u0625\u0644\u0649 \u0627\u0644\u0633\u0648\u0642 \u0623\u0648 \u0638\u0647\u0648\u0631 \u062a\u0642\u0646\u064a\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u062a\u063a\u064a\u0651\u0631 \u0627\u0644\u0642\u0648\u0627\u0639\u062f (Wilson &amp; Gilligan, 2005, p. 183).<\/p>\n\n\n\n<p>\u0628\u0627\u0644\u062a\u0627\u0644\u064a\u060c \u0641\u0625\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u062f\u0631\u0627\u0633\u0629 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646\u060c \u0628\u0644 \u064a\u062a\u0637\u0644\u0628 \u0623\u064a\u0636\u064b\u0627 \u0627\u0644\u0646\u0638\u0631 \u0641\u064a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u0642\u062f \u064a\u062f\u062e\u0644\u0648\u0646 \u0627\u0644\u0633\u0648\u0642 \u0645\u0633\u062a\u0642\u0628\u0644\u0627\u064b \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u0623\u0648 \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 (Proctor, 2000, p. 17).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0645\u0633\u062a\u0648\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\"><strong>\u0645\u0633\u062a\u0648\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>\u062a\u062a\u062c\u0644\u0649 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0641\u064a\u0645\u0627 \u064a\u0644\u064a:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629-\u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629\"><strong>1. <\/strong><strong>\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629<\/strong><strong>:<\/strong><\/h3>\n\n\n\n<p>\u064a\u064f\u0639\u062a\u0628\u0631 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u064a\u0642\u062f\u0645\u0648\u0646 \u0646\u0641\u0633 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0629 \u062c\u0632\u0621\u064b\u0627 \u0623\u0633\u0627\u0633\u064a\u064b\u0627 \u0645\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 (Wilson &amp; Gilligan, 2005, p. 182). \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0645\u0633\u062a\u0648\u0649\u060c \u064a\u062a\u0645 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0639\u0645\u0644 \u0628\u0646\u0641\u0633 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0623\u0648 \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u0642\u062f\u064a\u0645 \u0639\u0631\u0648\u0636 \u0645\u062a\u0634\u0627\u0628\u0647\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621. \u064a\u0633\u0627\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u0646\u0648\u0639 \u0645\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u0641\u0647\u0645 \u0643\u064a\u0641\u064a\u0629 \u0639\u0645\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0648\u0627\u0633\u062a\u0643\u0634\u0627\u0641 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0645 \u0648\u0623\u0647\u062f\u0627\u0641\u0647\u0645.<\/p>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0627\u0639\u062a\u0642\u0627\u062f \u0623\u0646 \u0634\u0631\u0643\u0629 \u0643\u0648\u0643\u0627 \u0643\u0648\u0644\u0627 \u0648\u0628\u064a\u0628\u0633\u064a \u0647\u0645\u0627 \u0645\u0646\u0627\u0641\u0633\u0627\u0646 \u0645\u0628\u0627\u0634\u0631\u0627\u0646\u060c \u062d\u064a\u062b \u064a\u0631\u0643\u0632\u0627\u0646 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0645\u0634\u0631\u0648\u0628\u0627\u062a \u063a\u0627\u0632\u064a\u0629 \u0645\u0634\u0627\u0628\u0647\u0629 \u0644\u0630\u0627\u062a \u0627\u0644\u0641\u0626\u0629 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629 (Diasz, 2013, p. 63). \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629 \u062a\u0634\u0645\u0644 \u0644\u064a\u0633 \u0641\u0642\u0637 \u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0648\u0627\u0644\u062c\u0648\u062f\u0629\u060c \u0628\u0644 \u0623\u064a\u0636\u064b\u0627 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0641\u064a \u0627\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0645\u0642\u062f\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629-\u063a\u064a\u0631-\u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629\"><strong>2. <\/strong><strong>\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u063a\u064a\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629<\/strong><strong>:<\/strong><\/h3>\n\n\n\n<p>\u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629\u060c \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0623\u064a\u0636\u064b\u0627 \u0627\u0644\u0623\u062e\u0630 \u0628\u0639\u064a\u0646 \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u063a\u064a\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629\u060c \u0648\u0647\u064a \u062a\u0644\u0643 \u0627\u0644\u062a\u064a \u062a\u0646\u0634\u0623 \u0628\u064a\u0646 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u062e\u062f\u0645\u0627\u062a \u0642\u062f \u062a\u0643\u0648\u0646 \u0645\u062e\u062a\u0644\u0641\u0629 \u062a\u0642\u0646\u064a\u064b\u0627 \u0648\u0644\u0643\u0646\u0647\u0627 \u062a\u0644\u0628\u064a \u0646\u0641\u0633 \u0627\u0644\u062d\u0627\u062c\u0629 \u0644\u062f\u0649 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Tomczak et al., 2018, p. 40). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0627\u0639\u062a\u0642\u0627\u062f \u0623\u0646 \u0647\u0646\u0627\u0643 \u0645\u0646\u0627\u0641\u0633\u0629 \u063a\u064a\u0631 \u0645\u0628\u0627\u0634\u0631\u0629 \u0628\u064a\u0646 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a \u0648\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0637\u064a\u0631\u0627\u0646\u060c \u062d\u064a\u062b \u064a\u062e\u062a\u0627\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0625\u0645\u0627 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0633\u064a\u0627\u0631\u0629 \u0627\u0644\u062e\u0627\u0635\u0629 \u0623\u0648 \u0627\u0644\u0633\u0641\u0631 \u0628\u0627\u0644\u0637\u0627\u0626\u0631\u0629 \u0644\u062a\u0644\u0628\u064a\u0629 \u062d\u0627\u062c\u062a\u0647\u0645 \u0644\u0644\u062a\u0646\u0642\u0644 (Drummond et al., 2008, p. 59).<\/p>\n\n\n\n<p>\u0647\u0630\u0627 \u0627\u0644\u0646\u0648\u0639 \u0645\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u064a\u062a\u0637\u0644\u0628 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u0647\u0645\u064b\u0627 \u0623\u0639\u0645\u0642 \u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a\u0647\u0645. \u0643\u0645\u0627 \u064a\u0648\u0636\u062d <strong>Gilligan &amp; Wilson <\/strong>(2003, p. 176)\u060c \u0641\u0625\u0646 \u0639\u062f\u0645 \u0645\u0631\u0627\u0639\u0627\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u063a\u064a\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629 \u0642\u062f \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0641\u0642\u062f\u0627\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0638\u0647\u0631 \u0639\u0646\u062f\u0645\u0627 \u062a\u062a\u063a\u064a\u0631 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0623\u0648 \u062a\u062a\u0637\u0648\u0631 \u0633\u0644\u0648\u0643\u064a\u0627\u062a\u0647\u0645.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629-\u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629\"><strong>3. <\/strong><strong>\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629<\/strong><strong>:<\/strong><\/h3>\n\n\n\n<p>\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u062f\u062e\u0644 \u0627\u0644\u0633\u0648\u0642 \u0645\u0633\u062a\u0642\u0628\u0644\u0627\u064b \u0647\u064a \u062e\u0637\u0648\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0641\u064a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 (Porter, 1980, p. 7). \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0623\u062a\u064a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0645\u0646 \u0639\u062f\u0629 \u0645\u0635\u0627\u062f\u0631\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0630\u0627\u062a \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0627\u0644\u0643\u0628\u064a\u0631\u0629\u060c \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0645\u062a\u0644\u0643 \u062a\u0642\u0646\u064a\u0627\u062a \u062c\u062f\u064a\u062f\u0629\u060c \u0623\u0648 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0633\u062a\u0641\u064a\u062f \u0645\u0646 \u0627\u0644\u0633\u064a\u0627\u0633\u0627\u062a \u0627\u0644\u062d\u0643\u0648\u0645\u064a\u0629 \u0644\u062f\u062e\u0648\u0644 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062c\u062f\u064a\u062f\u0629.<\/p>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u062f\u062e\u0644\u062a \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 <strong>easyJet <\/strong>\u0648<strong>Ryanair <\/strong>\u0633\u0648\u0642 \u0627\u0644\u0646\u0642\u0644 \u0627\u0644\u062c\u0648\u064a \u0641\u064a \u0623\u0648\u0631\u0648\u0628\u0627\u060c \u0645\u0645\u0627 \u0623\u062d\u062f\u062b \u062a\u063a\u064a\u064a\u0631\u064b\u0627 \u0643\u0628\u064a\u0631\u064b\u0627 \u0641\u064a \u0637\u0631\u064a\u0642\u0629 \u062a\u0646\u0627\u0641\u0633 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0637\u064a\u0631\u0627\u0646 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0645\u062b\u0644 <strong>British Airways <\/strong>(Cravens &amp; Piercy, 2009, p. 182). \u0647\u0630\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0643\u0627\u0646\u062a \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u062e\u062f\u0645\u0627\u062a \u0628\u0623\u0631\u062e\u0635 \u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0628\u0633\u0628\u0628 \u0646\u0645\u0648\u0630\u062c \u0623\u0639\u0645\u0627\u0644\u0647\u0627 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u060c \u0645\u0645\u0627 \u0623\u062b\u0631 \u0639\u0644\u0649 \u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\"><strong>\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0639\u062f\u064a\u062f\u0629 \u0646\u0630\u0643\u0631 \u0645\u0646\u0647\u0627:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u0646\u0645\u0648\u0630\u062c-\u0627\u0644\u0642\u0648\u0649-\u0627\u0644\u062e\u0645\u0633-\u0644\u0628\u0648\u0631\u062a\u0631\">1. <strong>\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 \u0644\u0628\u0648\u0631\u062a\u0631<\/strong><\/h3>\n\n\n\n<p>\u064a\u064f\u0639\u062a\u0628\u0631 \u0646\u0645\u0648\u0630\u062c <strong>\u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 <\/strong>(Porter&#8217;s Five Forces Model) \u0623\u062d\u062f \u0623\u0647\u0645 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0633\u062a\u062e\u062f\u0645\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Dann &amp; Dann, 2007, p. 101). \u064a\u0631\u0643\u0632 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0639\u0644\u0649 \u062e\u0645\u0633\u0629 \u0623\u0628\u0639\u0627\u062f \u0631\u0626\u064a\u0633\u064a\u0629 \u062a\u0624\u062b\u0631 \u0641\u064a \u0634\u062f\u0629 \u0648\u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633 \u062f\u0627\u062e\u0644 \u0623\u064a \u0635\u0646\u0627\u0639\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0642\u0648\u0629 \u0627\u0644\u0645\u0634\u062a\u0631\u064a\u0646<\/strong><strong>: <\/strong>\u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0639\u062f\u062f \u0627\u0644\u0645\u0634\u062a\u0631\u064a\u0646 \u0645\u0642\u0627\u0628\u0644 \u0627\u0644\u0628\u0627\u0626\u0639\u064a\u0646\u060c \u0648\u062a\u0641\u0636\u064a\u0644\u0647\u0645 \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u0648\u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u062a\u063a\u064a\u064a\u0631 \u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646 (Proctor, 2000, p. 114).<\/li>\n\n\n\n<li><strong>\u0642\u0648\u0629 \u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646<\/strong><strong>: <\/strong>\u0625\u0630\u0627 \u0643\u0627\u0646 \u0647\u0646\u0627\u0643 \u0639\u062f\u062f \u0642\u0644\u064a\u0644 \u0645\u0646 \u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u064a\u0642\u062f\u0645\u0648\u0646 \u0645\u062f\u062e\u0644\u0627\u062a \u062d\u064a\u0648\u064a\u0629 \u0644\u0644\u0635\u0646\u0627\u0639\u0629\u060c \u0641\u0625\u0646 \u0630\u0644\u0643 \u064a\u0645\u0646\u062d\u0647\u0645 \u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0641\u0631\u0636 \u0623\u0633\u0639\u0627\u0631 \u0645\u0631\u062a\u0641\u0639\u0629 \u0623\u0648 \u0627\u0644\u062a\u062d\u0643\u0645 \u0628\u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (Drummond et al., 2008, p. 59).<\/li>\n\n\n\n<li><strong>\u062a\u0647\u062f\u064a\u062f \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0628\u062f\u064a\u0644\u0629<\/strong><strong>: <\/strong>\u064a\u0634\u064a\u0631 \u0625\u0644\u0649 \u0645\u062f\u0649 \u062a\u0648\u0641\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u062e\u062f\u0645\u0627\u062a \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0644\u0628\u064a \u0646\u0641\u0633 \u0627\u0644\u062d\u0627\u062c\u0629 \u0644\u062f\u0649 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u062f \u062a\u0648\u0627\u062c\u0647 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0637\u064a\u0631\u0627\u0646 \u062a\u0647\u062f\u064a\u062f\u064b\u0627 \u0645\u0646 \u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0645\u0624\u062a\u0645\u0631\u0627\u062a \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0643\u0628\u062f\u064a\u0644 \u0639\u0646 \u0627\u0644\u0633\u0641\u0631 (Tomczak et al., 2018, p. 40).<\/li>\n\n\n\n<li><strong>\u062a\u0647\u062f\u064a\u062f \u062f\u062e\u0648\u0644 \u062c\u062f\u064a\u062f<\/strong><strong>: <\/strong>\u064a\u062a\u0645\u062b\u0644 \u0641\u064a \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062a\u064a \u062a\u062c\u0639\u0644 \u0645\u0646 \u0627\u0644\u0635\u0639\u0628 \u0623\u0648 \u0627\u0644\u0633\u0647\u0644 \u062f\u062e\u0648\u0644 \u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062c\u062f\u062f \u0625\u0644\u0649 \u0627\u0644\u0633\u0648\u0642\u060c \u0645\u062b\u0644 \u0631\u0623\u0633 \u0627\u0644\u0645\u0627\u0644 \u0627\u0644\u0644\u0627\u0632\u0645\u060c \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0645\u0637\u0644\u0648\u0628\u0629\u060c \u0648\u0627\u0644\u0633\u064a\u0627\u0633\u0627\u062a \u0627\u0644\u062d\u0643\u0648\u0645\u064a\u0629 (Porter, 1980, p. 7).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u062f\u0627\u062e\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0629<\/strong><strong>: <\/strong>\u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0639\u062f\u062f \u0627\u0644\u0644\u0627\u0639\u0628\u064a\u0646 \u0641\u064a \u0627\u0644\u0633\u0648\u0642\u060c \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062a\u0641\u0627\u0636\u0644 \u0628\u064a\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0648\u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u062e\u0631\u0648\u062c \u0645\u0646 \u0627\u0644\u0633\u0648\u0642 (Cravens &amp; Piercy, 2009, p. 182).<\/li>\n<\/ul>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u062f\u0627\u062e\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 (Wilson &amp; Gilligan, 2005, p. 183). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0642\u0648\u0629 \u0627\u0644\u0645\u0634\u062a\u0631\u064a\u0646 \u0645\u0631\u062a\u0641\u0639\u0629\u060c \u0641\u0642\u062f \u064a\u0643\u0648\u0646 \u0645\u0646 \u0627\u0644\u0636\u0631\u0648\u0631\u064a \u062a\u062e\u0641\u064a\u0636 \u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0623\u0648 \u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0645\u0636\u0627\u0641\u0629 \u0623\u0643\u0628\u0631 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u062a\u062d\u0644\u064a\u0644-\u0645\u062c\u0645\u0648\u0639\u0627\u062a-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">2. <strong>\u062a\u062d\u0644\u064a\u0644 \u0645\u062c\u0645\u0648\u0639\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/h3>\n\n\n\n<p>\u062a\u062d\u0644\u064a\u0644 <strong>\u0627\u0644\u0645\u062c\u0645\u0648\u0639\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 <\/strong>(Strategic Group Mapping) \u0647\u0648 \u0623\u062f\u0627\u0629 \u062a\u0633\u0627\u0639\u062f \u0639\u0644\u0649 \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0648\u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u0645\u0634\u062a\u0631\u0643\u0629 (Porter, 1980, p. 132). \u064a\u0645\u0643\u0646 \u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0623\u0646\u0647\u0627 \u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062a\u0628\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0634\u0627\u0628\u0647\u0629 \u0636\u0645\u0646 \u0646\u0641\u0633 \u0627\u0644\u0635\u0646\u0627\u0639\u0629. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0641\u064a \u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a\u060c \u064a\u0645\u0643\u0646 \u062a\u0635\u0646\u064a\u0641 \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 <strong>\u062a\u0648\u064a\u0648\u062a\u0627 <\/strong>\u0648<strong>\u0645\u0627\u0632\u062f\u0627 <\/strong>\u0643\u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u062d\u062f\u0629 \u0628\u0633\u0628\u0628 \u062a\u0631\u0643\u064a\u0632\u0647\u0645\u0627 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0633\u064a\u0627\u0631\u0627\u062a \u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0630\u0627\u062a \u062c\u0648\u062f\u0629 \u0639\u0627\u0644\u064a\u0629\u060c \u0628\u064a\u0646\u0645\u0627 \u062a\u0635\u0646\u0641 \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 <strong>\u0645\u0631\u0633\u064a\u062f\u0633 <\/strong>\u0648<strong>BMW <\/strong>\u0643\u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u062e\u062a\u0644\u0641\u0629 \u0628\u0633\u0628\u0628 \u062a\u0631\u0643\u064a\u0632\u0647\u0645\u0627 \u0639\u0644\u0649 \u0627\u0644\u0641\u062e\u0627\u0645\u0629 \u0648\u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 (Diasz, 2013, p. 63).<\/p>\n\n\n\n<p>\u062a\u0639\u062a\u0645\u062f \u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u0635\u0646\u064a\u0641 \u0639\u0644\u0649 \u0639\u0648\u0627\u0645\u0644 \u0645\u062b\u0644:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062d\u062c\u0645 \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u062d\u0635\u062a\u0647\u0627 \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/strong><strong>: <\/strong>\u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0643\u0628\u0631\u0649 \u0642\u062f \u062a\u0643\u0648\u0646 \u0623\u0643\u062b\u0631 \u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062f\u0641\u0627\u0639 \u0639\u0646 \u062d\u0635\u062a\u0647\u0627 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0645\u0642\u0627\u0631\u0646\u0629 \u0628\u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0635\u063a\u064a\u0631\u0629 (Hooley et al., 2008, p. 44).<\/li>\n\n\n\n<li><strong>\u062a\u0646\u0648\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a<\/strong><strong>: <\/strong>\u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u062a\u0646\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0642\u062f \u062a\u0643\u0648\u0646 \u0623\u0642\u0644 \u0639\u0631\u0636\u0629 \u0644\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0628\u062f\u064a\u0644\u0629 (Tomczak et al., 2018, p. 40).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u063a\u0637\u064a\u0629 \u0627\u0644\u062c\u063a\u0631\u0627\u0641\u064a\u0629<\/strong><strong>: <\/strong>\u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0639\u0645\u0644 \u0641\u064a \u0623\u0633\u0648\u0627\u0642 \u0645\u062a\u0639\u062f\u062f\u0629 \u0642\u062f \u062a\u0643\u0648\u0646 \u0623\u0643\u062b\u0631 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0642\u0627\u0631\u0646\u0629 \u0628\u062a\u0644\u0643 \u0627\u0644\u062a\u064a \u062a\u0639\u0645\u0644 \u0641\u064a \u0633\u0648\u0642 \u0648\u0627\u062d\u062f (Proctor, 2000, p. 114).<\/li>\n<\/ul>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0641\u064a \u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0647\u0648\u0627\u062a\u0641 \u0627\u0644\u0630\u0643\u064a\u0629\u060c \u064a\u0645\u0643\u0646 \u062a\u0635\u0646\u064a\u0641 \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 <strong>\u0633\u0627\u0645\u0633\u0648\u0646\u063a <\/strong>\u0648<strong>\u0622\u0628\u0644 <\/strong>\u0643\u0645\u062c\u0645\u0639\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u062d\u062f\u0629 \u0628\u0633\u0628\u0628 \u062a\u0631\u0643\u064a\u0632\u0647\u0645\u0627 \u0639\u0644\u0649 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0648\u0627\u0644\u0625\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u060c \u0628\u064a\u0646\u0645\u0627 \u062a\u0635\u0646\u0641 \u0634\u0631\u0643\u0627\u062a \u0623\u062e\u0631\u0649 \u0645\u062b\u0644 <strong>\u0634\u0627\u0648\u0645\u064a <\/strong>\u0648<strong>\u0647\u0648\u0627\u0648\u064a <\/strong>\u0643\u0645\u062c\u0645\u0639\u0629 \u0645\u062e\u062a\u0644\u0641\u0629 \u0628\u0633\u0628\u0628 \u062a\u0631\u0643\u064a\u0632\u0647\u0645\u0627 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u062d\u0644\u0648\u0644 \u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 (Cravens &amp; Piercy, 2009, p. 182).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u0645\u0644\u0641-\u0627\u0644\u0645\u0646\u0627\u0641\u0633-competitor-profile\">3. <strong>\u0645\u0644\u0641 \u0627\u0644\u0645\u0646\u0627\u0641\u0633 (Competitor Profile)<\/strong><\/h3>\n\n\n\n<p>\u0645\u0644\u0641 \u0627\u0644\u0645\u0646\u0627\u0641\u0633 \u0647\u0648 \u0648\u062b\u064a\u0642\u0629 \u0634\u0627\u0645\u0644\u0629 \u062a\u062d\u062a\u0648\u064a \u0639\u0644\u0649 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u062d\u0648\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 \u0623\u0647\u062f\u0627\u0641\u0647\u060c \u0642\u062f\u0631\u0627\u062a\u0647\u060c \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647 \u0627\u0644\u062d\u0627\u0644\u064a\u0629\u060c \u0648\u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0644\u062a\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0633\u0648\u0642 (Davidson, 1987a, p. 139). \u064a\u062c\u0628 \u0623\u0646 \u064a\u062a\u0636\u0645\u0646 \u0627\u0644\u0645\u0644\u0641 \u0627\u0644\u062a\u0627\u0644\u064a:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0623\u0647\u062f\u0627\u0641<\/strong><strong>: <\/strong>\u0645\u0627 \u0627\u0644\u0630\u064a \u064a\u0633\u0639\u0649 \u0625\u0644\u064a\u0647 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u061f \u0647\u0644 \u0647\u0648 \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0646\u0645\u0648 \u0623\u0645 \u0627\u0644\u0631\u0628\u062d\u064a\u0629\u061f (Proctor, 2000, p. 114).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0642\u062f\u0631\u0627\u062a<\/strong><strong>: <\/strong>\u062a\u0634\u0645\u0644 \u0642\u062f\u0631\u0627\u062a\u0647 \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629\u060c \u0627\u0644\u0645\u0627\u0644\u064a\u0629\u060c \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629\u060c \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 (Kotler &amp; Keller, 2005, p. 239).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629<\/strong><strong>: <\/strong>\u0643\u064a\u0641 \u064a\u062a\u0646\u0627\u0641\u0633 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u061f \u0647\u0644 \u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0627\u0636\u0644 \u0627\u0644\u0633\u0639\u0631\u064a \u0623\u0645 \u0639\u0644\u0649 \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u061f (Drummond et al., 2008, p. 59).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629<\/strong><strong>: <\/strong>\u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0646\u0627\u0641\u0633 \u0623\u0646 \u064a\u0633\u062a\u062c\u064a\u0628 \u0644\u062a\u062d\u0631\u0643\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642\u061f \u0648\u0647\u0644 \u0633\u064a\u0643\u0648\u0646 \u0627\u0633\u062a\u062c\u0627\u0628\u062a\u0647 \u0647\u062c\u0648\u0645\u064a\u0629 \u0623\u0645 \u062f\u0641\u0627\u0639\u064a\u0629\u061f (Davidson, 1987b, p. 316).<\/li>\n<\/ul>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0641\u064a \u062d\u0627\u0644\u0629 \u0634\u0631\u0643\u0629 <strong>\u0643\u0648\u0643\u0627\u0643\u0648\u0644\u0627 <\/strong>\u060c \u064a\u0645\u0643\u0646 \u0625\u0646\u0634\u0627\u0621 \u0645\u0644\u0641 \u0644\u0644\u0645\u0646\u0627\u0641\u0633 \u0627\u0644\u0631\u0626\u064a\u0633\u064a <strong>\u0628\u064a\u0628\u0633\u064a <\/strong>\u064a\u0648\u0636\u062d \u0623\u0646 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u062a\u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0632\u064a\u0627\u062f\u0629 \u062d\u0635\u062a\u0647\u0627 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0639\u0628\u0631 \u062a\u0642\u062f\u064a\u0645 \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0648\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0639\u0635\u0631\u064a\u0629 (Gilligan &amp; Wilson, 2003, p. 176).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0633\u0644\u0633\u0644\u0629-\u0627\u0644\u0642\u064a\u0645\u064a\u0629-value-chain-analysis\"><strong>&nbsp;4. \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u064a\u0629 (Value Chain Analysis)<\/strong><\/h3>\n\n\n\n<p>\u062a\u062d\u0644\u064a\u0644 <strong>\u0627\u0644\u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u064a\u0629 <\/strong>\u0647\u0648 \u0623\u062f\u0627\u0629 \u062a\u0633\u0627\u0639\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u064a \u062a\u0636\u064a\u0641 \u0642\u064a\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0645\u0642\u0627\u0631\u0646\u0629 \u0628\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 (Porter, 1985, p. 63). \u064a\u0642\u0633\u0645 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0625\u0644\u0649 \u0646\u0648\u0639\u064a\u0646 \u0631\u0626\u064a\u0633\u064a\u064a\u0646:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0646\u0634\u0637\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629<\/strong><strong> (Primary Activities): <\/strong>\u062a\u0634\u0645\u0644 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629\u060c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0627\u0644\u062a\u0648\u0632\u064a\u0639\u060c \u0648\u0627\u0644\u062e\u062f\u0645\u0629 \u0628\u0639\u062f \u0627\u0644\u0628\u064a\u0639. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0644\u0634\u0631\u0643\u0629 <strong>\u0625\u064a\u0643\u064a\u0627 <\/strong>\u0623\u0646 \u062a\u0642\u0644\u0644 \u0645\u0646 \u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0639\u0646 \u0637\u0631\u064a\u0642 \u0646\u0642\u0644 \u0628\u0639\u0636 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0625\u0644\u0649 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0645\u062b\u0644 \u0627\u0644\u062a\u0631\u0643\u064a\u0628 \u0627\u0644\u0630\u0627\u062a\u064a \u0644\u0644\u0623\u062b\u0627\u062b (Tomczak et al., 2018, p. 24).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0646\u0634\u0637\u0629 \u0627\u0644\u062f\u0627\u0639\u0645\u0629<\/strong><strong> (Support Activities): <\/strong>\u062a\u0634\u0645\u0644 \u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u062d\u062a\u064a\u0629\u060c \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0628\u0634\u0631\u064a\u0629\u060c \u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u062a\u0642\u0646\u064a\u060c \u0648\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0634\u062a\u0631\u064a\u0627\u062a. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0644\u0634\u0631\u0643\u0629 <strong>\u063a\u0648\u063a\u0644 <\/strong>\u0623\u0646 \u062a\u062d\u0642\u0642 \u0645\u064a\u0632\u0627\u062a \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0639\u0628\u0631 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u0630\u0643\u0627\u0621 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0644\u062a\u062d\u0633\u064a\u0646 \u0639\u0645\u0644\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 (Proctor, 2000, p. 114).<\/li>\n<\/ul>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062d\u062a\u0627\u062c \u0641\u064a\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629 \u0625\u0644\u0649 \u062a\u062d\u0633\u064a\u0646 \u0643\u0641\u0627\u0621\u062a\u0647\u0627. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u062a\u0634\u063a\u064a\u0644 \u0645\u0631\u062a\u0641\u0639\u0629 \u0641\u064a \u0627\u0644\u0646\u0634\u0637\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629\u060c \u0641\u0642\u062f \u064a\u0643\u0648\u0646 \u0627\u0644\u062d\u0644 \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0623\u0648 \u0627\u0644\u0628\u062d\u062b \u0639\u0646 \u0645\u0648\u0631\u062f\u064a\u0646 \u062c\u062f\u062f (Porter, 1985, p. 63). \u0643\u0645\u0627 \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u062a\u0645\u064a\u0632 \u0641\u064a\u0647\u0627 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627\u060c \u0645\u062b\u0644 \u062a\u0642\u062f\u064a\u0645 \u062e\u062f\u0645\u0629 \u0639\u0645\u0644\u0627\u0621 \u0623\u0641\u0636\u0644 \u0623\u0648 \u062a\u062d\u0633\u064a\u0646 \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (Wilson &amp; Gilligan, 2005, p. 183).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0645\u0635\u0627\u062f\u0631-\u062c\u0645\u0639-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a-\u0639\u0646-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\"><strong>\u0645\u0635\u0627\u062f\u0631 \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0639\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>\u0641\u064a \u0633\u064a\u0627\u0642 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\u060c \u062a\u0639\u062a\u0628\u0631 \u0639\u0645\u0644\u064a\u0629 \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0639\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062e\u0637\u0648\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0641\u0647\u0645 \u0634\u0627\u0645\u0644 \u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629. \u064a\u0645\u0643\u0646 \u062a\u0635\u0646\u064a\u0641 \u0645\u0635\u0627\u062f\u0631 \u0647\u0630\u0647 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0625\u0644\u0649 \u062b\u0644\u0627\u062b\u0629 \u0623\u0646\u0648\u0627\u0639 \u0631\u0626\u064a\u0633\u064a\u0629: <strong>\u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0639\u0627\u0645\u0629 <\/strong>\u060c <strong>\u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0644\u0627\u062d\u0638\u0629 <\/strong>\u060c \u0648<strong>\u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0641\u0631\u0635\u064a\u0629 <\/strong>. \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u064a\u0644\u0639\u0628 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u062d\u0627\u0644\u064a\u0648\u0646 \u0648\u0627\u0644\u0633\u0627\u0628\u0642\u0648\u0646 \u062f\u0648\u0631\u064b\u0627 \u0645\u0647\u0645\u064b\u0627 \u0641\u064a \u062a\u0642\u062f\u064a\u0645 \u0631\u0624\u0649 \u062d\u0648\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0648\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 (Davidson, 1987a, p. 139).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u0645\u0635\u0627\u062f\u0631-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a-\u0627\u0644\u0639\u0627\u0645\u0629\"><strong>1. <\/strong><strong>\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u062a\u062a\u0645\u062b\u0644 \u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0639\u0627\u0645\u0629 \u0641\u064a \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0643\u0648\u0646 \u0645\u062a\u0627\u062d\u0629 \u0644\u0644\u062c\u0645\u064a\u0639 \u0623\u0648 \u0628\u0633\u0647\u0648\u0644\u0629 \u0643\u0628\u064a\u0631\u0629. \u0645\u0646 \u0628\u064a\u0646 \u0623\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u0635\u0627\u062f\u0631:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0642\u0627\u0631\u064a\u0631 \u0627\u0644\u0633\u0646\u0648\u064a\u0629 <\/strong>: \u062a\u0648\u0641\u0631 \u0627\u0644\u062a\u0642\u0627\u0631\u064a\u0631 \u0627\u0644\u0633\u0646\u0648\u064a\u0629 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0642\u064a\u0645\u0629 \u062d\u0648\u0644 \u0623\u062f\u0627\u0626\u0647\u0645 \u0627\u0644\u0645\u0627\u0644\u064a\u060c \u0627\u0633\u062a\u062b\u0645\u0627\u0631\u0627\u062a\u0647\u0645 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629\u060c \u0648\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0645 (Tomczak et al., 2018, p. 40). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u0642\u0627\u0631\u064a\u0631 \u0627\u0644\u0633\u0646\u0648\u064a\u0629 \u0644\u0641\u0647\u0645 \u0643\u064a\u0641 \u062a\u062e\u0637\u0637 \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 <strong>Google <\/strong>\u0648<strong>Amazon <\/strong>\u0644\u062a\u0648\u0633\u064a\u0639 \u0646\u0637\u0627\u0642 \u0623\u0639\u0645\u0627\u0644\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u0627\u0644\u064a\u0629 <\/strong>: \u062a\u0633\u0627\u0639\u062f \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u0645\u062f\u0649 \u0642\u062f\u0631\u062a\u0647\u0645 \u0639\u0644\u0649 \u062f\u0639\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0645 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f (Dann &amp; Dann, 2007, p. 101). \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0629 \u0645\u062b\u0644\u0627\u064b \u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0647\u064a\u0643\u0644\u0629 \u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0644\u0634\u0631\u0643\u0629 <strong>Apple <\/strong>\u0644\u0645\u0639\u0631\u0641\u0629 \u0645\u0627 \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0633\u062a\u0633\u062a\u0645\u0631 \u0641\u064a \u0627\u0633\u062a\u062b\u0645\u0627\u0631\u0627\u062a\u0647\u0627 \u0627\u0644\u0643\u0628\u064a\u0631\u0629 \u0641\u064a \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u062c\u0644\u0627\u062a \u0627\u0644\u0645\u062a\u062e\u0635\u0635\u0629 <\/strong>: \u062a\u0648\u0641\u0631 \u0627\u0644\u0645\u062c\u0644\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0645\u0642\u0627\u0644\u0627\u062a \u0627\u0644\u0635\u062d\u0641\u064a\u0629 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062d\u0648\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u062a\u0648\u062c\u0647\u0627\u062a\u0647\u0645 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 (Proctor, 2000, p. 114). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u062f \u062a\u0642\u062f\u0645 \u0645\u062c\u0644\u0629 \u0645\u062b\u0644 <strong>BusinessWeek <\/strong>\u062a\u062d\u0644\u064a\u0644\u064b\u0627 \u0639\u0645\u064a\u0642\u064b\u0627 \u062d\u0648\u0644 \u0643\u064a\u0641\u064a\u0629 \u062a\u0639\u0627\u0645\u0644 \u0634\u0631\u0643\u0629 <strong>Microsoft <\/strong>\u0645\u0639 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062c\u062f\u062f.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u0645\u0635\u0627\u062f\u0631-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a-\u0627\u0644\u0645\u0644\u0627\u062d\u0638\u0629\"><strong>2. <\/strong><strong>\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u0644\u0627\u062d\u0638\u0629<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u062a\u0633\u062a\u0646\u062f \u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0644\u0627\u062d\u0638\u0629 \u0625\u0644\u0649 \u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u0641\u0639\u0644\u064a \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u062a\u062d\u0644\u064a\u0644 \u0631\u062f\u0648\u062f \u0623\u0641\u0639\u0627\u0644\u0647\u0645 \u062a\u062c\u0627\u0647 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u0633\u0648\u0642. \u0645\u0646 \u0628\u064a\u0646 \u0627\u0644\u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u0639\u0645\u0644\u0627\u0626\u064a <\/strong>: \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u062f\u0631\u0633 \u0643\u064a\u0641\u064a\u0629 \u062a\u0639\u0627\u0645\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0645\u062b\u0644 \u062a\u0642\u062f\u064a\u0645 \u0639\u0631\u0648\u0636 \u062e\u0627\u0635\u0629 \u0623\u0648 \u062a\u062d\u0633\u064a\u0646 \u062c\u0648\u062f\u0629 \u0627\u0644\u062e\u062f\u0645\u0627\u062a (Cravens &amp; Piercy, 2009, p. 182). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u0627\u0645\u062a \u0634\u0631\u0643\u0629 <strong>&nbsp;<\/strong><strong>McDonald&#8217;s <\/strong>\u0628\u0645\u0631\u0627\u0642\u0628\u0629 \u0643\u064a\u0641\u064a\u0629 \u062a\u0639\u0627\u0645\u0644 <strong>Burger King <\/strong>&nbsp;\u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0630\u064a\u0646 \u064a\u0637\u0644\u0628\u0648\u0646 \u062e\u064a\u0627\u0631\u0627\u062a \u0635\u062d\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 <\/strong>: \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629 \u0644\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0623\u0646 \u062a\u0648\u0641\u0631 \u0631\u0624\u0649 \u062d\u0648\u0644 \u0631\u0633\u0627\u0626\u0644\u0647\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0648\u0623\u0647\u062f\u0627\u0641\u0647\u0645 (Wilson &amp; Gilligan, 2005, p. 183). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u0627\u0631\u0646\u062a \u0634\u0631\u0643\u0629 <strong>Coca-Cola <\/strong>&nbsp;\u062d\u0645\u0644\u0627\u062a\u0647\u0627 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0645\u0639 \u062a\u0644\u0643 \u0627\u0644\u062e\u0627\u0635\u0629 \u0644\u0634\u0631\u0643\u0629 <strong>&nbsp;<\/strong><strong>Pepsi <\/strong>\u0644\u062a\u0642\u064a\u064a\u0645 \u0645\u062f\u0649 \u0641\u0639\u0627\u0644\u064a\u0629 \u0643\u0644 \u0645\u0646\u0647\u0645\u0627.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u0645\u0635\u0627\u062f\u0631-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a-\u0627\u0644\u0641\u0631\u0635\u064a\u0629\"><strong>3. <\/strong><strong>\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0641\u0631\u0635\u064a\u0629<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u062a\u062a\u0637\u0644\u0628 \u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0641\u0631\u0635\u064a\u0629 \u062c\u0647\u062f\u064b\u0627 \u0623\u0643\u0628\u0631 \u0646\u0638\u0631\u064b\u0627 \u0644\u0623\u0646\u0647\u0627 \u062a\u062a\u0637\u0644\u0628 \u062a\u062e\u0637\u064a\u0637\u064b\u0627 \u0645\u0633\u0628\u0642\u064b\u0627 \u0648\u062a\u0646\u0641\u064a\u0630\u064b\u0627 \u062f\u0642\u064a\u0642\u064b\u0627. \u0645\u0646 \u0628\u064a\u0646 \u0627\u0644\u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u0642\u0627\u0628\u0644\u0627\u062a \u0627\u0644\u0639\u0645\u0642<\/strong><strong> (Depth Interviews) <\/strong>: \u0647\u064a \u062a\u0642\u0646\u064a\u0629 \u062a\u0633\u062a\u062e\u062f\u0645 \u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u062f\u0648\u0627\u0641\u0639 \u0648\u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0627\u062a \u0644\u062f\u0649 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Tomczak et al., 2018, p. 156). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0634\u0631\u0643\u0629 <strong>Moen <\/strong>\u0645\u0642\u0627\u0628\u0644\u0627\u062a \u0639\u0645\u0642 \u0644\u0641\u0647\u0645 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0641\u064a \u0645\u062c\u0627\u0644 \u0627\u0644\u0633\u0628\u0627\u0643\u0629 \u0627\u0644\u0645\u0646\u0632\u0644\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u0625\u0633\u0642\u0627\u0637\u064a\u0629<\/strong><strong> (Projective Techniques) <\/strong>: \u062a\u0633\u0627\u0639\u062f \u0647\u0630\u0647 \u0627\u0644\u0623\u0633\u0627\u0644\u064a\u0628 \u0641\u064a \u0643\u0634\u0641 \u0627\u0644\u0645\u062e\u0627\u0648\u0641 \u0648\u0627\u0644\u062f\u0648\u0627\u0641\u0639 \u0627\u0644\u0636\u0645\u0646\u064a\u0629 \u0644\u062f\u0649 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Diasz, 2013, p. 63). \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u0645\u062b\u0644 <strong>Association Test <\/strong>\u0623\u0648 <strong>Sentence Completion <\/strong>\u0644\u0627\u0643\u062a\u0634\u0627\u0641 \u0627\u0644\u0623\u0633\u0628\u0627\u0628 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u0629 \u0648\u0631\u0627\u0621 \u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0639\u064a\u0646\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0646\u0642\u064a\u0628 \u0639\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a<\/strong><strong> (Data Mining) <\/strong>: \u0647\u0648 \u0623\u0633\u0644\u0648\u0628 \u064a\u0633\u062a\u062e\u062f\u0645 \u0644\u062a\u062d\u0644\u064a\u0644 \u0643\u0645\u064a\u0627\u062a \u0636\u062e\u0645\u0629 \u0645\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u0627\u0643\u062a\u0634\u0627\u0641 \u0627\u0644\u0623\u0646\u0645\u0627\u0637 \u063a\u064a\u0631 \u0627\u0644\u0648\u0627\u0636\u062d\u0629 (Kotler &amp; Keller, 2005, p. 239). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0634\u0631\u0643\u0629 <strong>Harrah\u2019s Casinos <\/strong>\u0627\u0644\u062a\u0646\u0642\u064a\u0628 \u0639\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u0627\u0643\u062a\u0634\u0627\u0641 \u0623\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0623\u0643\u062b\u0631 \u0648\u0644\u0627\u0621\u064b \u0647\u0645 \u0645\u0646 \u0627\u0644\u0641\u0626\u0627\u062a \u0627\u0644\u0648\u0633\u0637\u0649 \u0648\u0627\u0644\u0639\u0644\u064a\u0627 \u0627\u0644\u0630\u064a\u0646 \u064a\u0633\u062a\u0645\u062a\u0639\u0648\u0646 \u0628\u0644\u0639\u0628 \u0627\u0644\u0642\u0645\u0627\u0631\u064a\u0646 \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0627\u0644\u0631\u0647\u0627\u0646 \u0627\u0644\u0643\u0628\u064a\u0631.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-\u062f\u0648\u0631-\u0627\u0644\u0639\u0645\u0644\u0627\u0621-\u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646-\u0648\u0627\u0644\u0633\u0627\u0628\u0642\u064a\u0646\"><strong>4. <\/strong><strong>\u062f\u0648\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0648\u0627\u0644\u0633\u0627\u0628\u0642\u064a\u0646<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0643\u0648\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0645\u0635\u062f\u0631\u064b\u0627 \u063a\u0646\u064a\u064b\u0627 \u0628\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062d\u0648\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0639\u0627\u0645\u0644 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0648\u0627\u0644\u0633\u0627\u0628\u0642\u064a\u0646\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u0633\u062a\u062e\u0644\u0635 \u0631\u0624\u0649 \u062d\u0648\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0644\u062f\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 (Porter, 1980, p. 7):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u062d\u0627\u0644\u064a\u0648\u0646 <\/strong>: \u064a\u0645\u0643\u0646\u0647\u0645 \u062a\u0642\u062f\u064a\u0645 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062d\u0648\u0644 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0631\u0636 \u0639\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0645\u0642\u062f\u0645\u0629 \u0645\u0646 \u0642\u0628\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0639\u0645\u0644\u0627\u0621 \u0634\u0631\u0643\u0629 <strong>Nestl\u00e9 <\/strong>\u0642\u062f \u0623\u0639\u0637\u0648\u0647\u0627 \u0631\u0624\u0649 \u062d\u0648\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0641\u064a \u0645\u0646\u062a\u062c\u0627\u062a <strong>Maxwell House <\/strong>.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0633\u0627\u0628\u0642\u0648\u0646 <\/strong>: \u064a\u0645\u062b\u0644\u0648\u0646 \u0645\u0635\u062f\u0631\u064b\u0627 \u0645\u0647\u0645\u064b\u0627 \u0644\u0645\u0639\u0631\u0641\u0629 \u0627\u0644\u0623\u0633\u0628\u0627\u0628 \u0627\u0644\u062a\u064a \u0623\u062f\u062a \u0625\u0644\u0649 \u0627\u0646\u062a\u0642\u0627\u0644\u0647\u0645 \u0625\u0644\u0649 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u062e\u0631\u0649 (Diasz, 2013, p. 63). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0639\u0646\u062f\u0645\u0627 \u062a\u0631\u0643 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0634\u0631\u0643\u0629 <strong>Blockbuster <\/strong>\u0648\u0627\u062e\u062a\u0627\u0631\u0648\u0627 \u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0628\u062b \u0627\u0644\u0631\u0642\u0645\u064a \u0645\u062b\u0644 <strong>Netflix <\/strong>\u060c \u0643\u0627\u0646 \u0630\u0644\u0643 \u0628\u0633\u0628\u0628 \u0639\u062f\u0645 \u0645\u0631\u0648\u0646\u0629 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u062a\u062c\u0627\u0631\u064a \u0644\u0640 <strong>Blockbuster <\/strong>.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\"><strong>\u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>\u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u0623\u0628\u0631\u0632 \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u062a\u062d\u062f\u064a\u0627\u062a-\u0627\u0644\u062a\u0639\u0631\u0641-\u0639\u0644\u0649-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646-\u0627\u0644\u062d\u0642\u064a\u0642\u064a\u064a\u0646\"><strong>1. <\/strong><strong>\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u064a\u0646<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u062a\u064f\u0639\u062f \u0639\u0645\u0644\u064a\u0629 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u064a\u0646 \u0623\u062d\u062f \u0623\u0643\u0628\u0631 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0648\u0627\u062c\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0646\u062f \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629. \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u0639\u062a\u0645\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0641\u0642\u0637\u060c \u0645\u0645\u0627 \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0625\u063a\u0641\u0627\u0644\u0647\u0627 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u0642\u062f \u064a\u062f\u062e\u0644\u0648\u0646 \u0627\u0644\u0633\u0648\u0642 \u0645\u0633\u062a\u0642\u0628\u0644\u0627\u064b \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u0623\u0648 \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 (Porter, 1980, p. 7). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0644\u0645 \u062a\u062f\u0631\u0643 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062d\u0627\u0633\u0628\u0627\u062a \u0627\u0644\u0643\u0628\u064a\u0631\u0629 \u0645\u062b\u0644 &#8220;IBM&#8221; \u0648&#8221;HP&#8221; \u0638\u0647\u0648\u0631 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0647\u0648\u0627\u062a\u0641 \u0627\u0644\u0630\u0643\u064a\u0629 \u0643\u0628\u062f\u064a\u0644 \u0644\u0644\u0643\u0645\u0628\u064a\u0648\u062a\u0631 \u0627\u0644\u0634\u062e\u0635\u064a\u060c \u062d\u064a\u062b \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0647\u0630\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0642\u0646\u064a\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0648\u0645\u0628\u062a\u0643\u0631\u0629 \u0644\u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644 \u0648\u0623\u0643\u062b\u0631 \u0643\u0641\u0627\u0621\u0629 (Tomczak et al., 2018, p. 40). \u0647\u0630\u0627 \u0627\u0644\u0625\u063a\u0641\u0627\u0644 \u0623\u062f\u0649 \u0625\u0644\u0649 \u0641\u0642\u062f\u0627\u0646 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062d\u0627\u0633\u0628\u0627\u062a \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u062d\u0635\u062a\u0647\u0627 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0644\u0635\u0627\u0644\u0627\u062a \u0627\u0644\u0647\u0648\u0627\u062a\u0641 \u0627\u0644\u0630\u0643\u064a\u0629 \u0645\u062b\u0644 &#8220;Apple&#8221; \u0648&#8221;Samsung&#8221;\u060c \u0627\u0644\u0644\u062a\u064a\u0646 \u0643\u0627\u0646\u062a\u0627 \u0642\u0627\u062f\u0631\u062a\u064a\u0646 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u062d\u0644\u0648\u0644 \u0645\u062a\u0643\u0627\u0645\u0644\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n\n\n\n<p>\u0645\u0646 \u0627\u0644\u0623\u062e\u0637\u0627\u0621 \u0627\u0644\u0634\u0627\u0626\u0639\u0629 \u0623\u0646 \u062a\u0639\u062a\u0645\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u0631\u0624\u064a\u062a\u0647\u0627 \u0627\u0644\u0636\u064a\u0642\u0629 \u0644\u0644\u0635\u0646\u0627\u0639\u0629 \u062f\u0648\u0646 \u0627\u0644\u0623\u062e\u0630 \u0628\u0639\u064a\u0646 \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u0642\u062f \u064a\u062f\u062e\u0644\u0648\u0646 \u0627\u0644\u0633\u0648\u0642 \u0645\u0646 \u062e\u0627\u0631\u062c \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 (Drummond et al., 2008, p. 59). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0644\u0645 \u062a\u0643\u0646 \u0634\u0631\u0643\u0627\u062a \u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0633\u0627\u0639\u0627\u062a \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0645\u062b\u0644 &#8220;Swatch&#8221; \u0648&#8221;Rolex&#8221; \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u062a\u0648\u0642\u0639 \u0638\u0647\u0648\u0631 \u0627\u0644\u0633\u0627\u0639\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0643\u0628\u062f\u064a\u0644 \u0639\u0646 \u0627\u0644\u0633\u0627\u0639\u0627\u062a \u0627\u0644\u0645\u064a\u0643\u0627\u0646\u064a\u0643\u064a\u0629\u060c \u0645\u0645\u0627 \u0623\u062b\u0631 \u0633\u0644\u0628\u064b\u0627 \u0639\u0644\u0649 \u0635\u0646\u0627\u0639\u062a\u0647\u0645 \u0628\u0623\u0643\u0645\u0644\u0647\u0627 (Gilligan &amp; Wilson, 2003, p. 176).<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u0645\u0628\u0627\u0644\u063a\u0629-\u0641\u064a-\u0627\u0644\u062a\u0642\u062f\u064a\u0631-\u0623\u0648-\u0627\u0644\u062a\u0642\u0644\u064a\u0644-\u0645\u0646\u0647\"><strong>2. <\/strong><strong>\u0627\u0644\u0645\u0628\u0627\u0644\u063a\u0629 \u0641\u064a \u0627\u0644\u062a\u0642\u062f\u064a\u0631 \u0623\u0648 \u0627\u0644\u062a\u0642\u0644\u064a\u0644 \u0645\u0646\u0647<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u062a\u0639\u0627\u0646\u064a \u0628\u0639\u0636 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u0645\u0634\u0643\u0644\u0629 \u0627\u0644\u0645\u0628\u0627\u0644\u063a\u0629 \u0641\u064a \u062a\u0642\u062f\u064a\u0631 \u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0623\u0648 \u0627\u0644\u0639\u0643\u0633\u060c \u0623\u064a \u0627\u0644\u062a\u0642\u0644\u064a\u0644 \u0645\u0646 \u0623\u0647\u0645\u064a\u062a\u0647\u0645. \u0642\u062f \u062a\u0639\u062a\u0642\u0627\u062f \u0628\u0639\u0636 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0623\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0635\u063a\u0627\u0631 \u0644\u064a\u0633 \u0644\u062f\u064a\u0647\u0645 \u062a\u0623\u062b\u064a\u0631 \u0643\u0628\u064a\u0631\u060c \u0645\u0645\u0627 \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0625\u063a\u0641\u0627\u0644\u0647\u0627 \u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a\u0647\u0645 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 (Davidson, 1987a, p. 139). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0639\u0646\u062f\u0645\u0627 \u062f\u062e\u0644\u062a \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0637\u064a\u0631\u0627\u0646 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0645\u062b\u0644 &#8220;easyJet&#8221; \u0648&#8221;Ryanair&#8221; \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a\u060c \u0643\u0627\u0646\u062a \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0637\u064a\u0631\u0627\u0646 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u063a\u064a\u0631 \u0645\u0633\u062a\u0639\u062f\u0629 \u062a\u0645\u0627\u0645\u064b\u0627 \u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0647\u0630\u0627 \u0627\u0644\u0646\u0648\u0639 \u0627\u0644\u062c\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 (Wilson &amp; Gilligan, 2005, p. 183).<\/p>\n\n\n\n<p>\u0631\u063a\u0645 \u0623\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062c\u062f\u062f \u0643\u0627\u0646\u0648\u0627 \u064a\u0642\u062f\u0645\u0648\u0646 \u062e\u062f\u0645\u0627\u062a \u0623\u0642\u0644 \u062a\u0643\u0644\u0641\u0629 \u0648\u0623\u0643\u062b\u0631 \u062c\u0627\u0630\u0628\u064a\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0625\u0644\u0627 \u0623\u0646 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0637\u064a\u0631\u0627\u0646 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0645\u062b\u0644 &#8220;British Airways&#8221; \u0644\u0645 \u062a\u0642\u0645 \u0628\u062a\u0642\u064a\u064a\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0645 \u0628\u0634\u0643\u0644 \u0635\u062d\u064a\u062d \u0623\u0648 \u0628\u062a\u0639\u062f\u064a\u0644 \u062e\u0637\u0637\u0647\u0627 \u0627\u0644\u062f\u0641\u0627\u0639\u064a\u0629 (Cravens &amp; Piercy, 2009, p. 182). \u0647\u0630\u0627 \u0627\u0644\u062e\u0637\u0623 \u0623\u062f\u0649 \u0625\u0644\u0649 \u0641\u0642\u062f\u0627\u0646 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0637\u064a\u0631\u0627\u0646 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u062d\u0635\u062a\u0647\u0627 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0644\u0635\u0627\u0644\u0627\u062a \u0627\u0644\u0637\u064a\u0631\u0627\u0646 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0628\u0633\u0628\u0628 \u0639\u062f\u0645 \u0627\u0644\u0627\u0633\u062a\u0639\u062f\u0627\u062f \u0644\u0645\u0648\u0627\u062c\u0647\u062a\u0647\u0645.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u0642\u0636\u0627\u064a\u0627-\u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629-\u0641\u064a-\u062c\u0645\u0639-\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a\"><strong>3. <\/strong><strong>\u0627\u0644\u0642\u0636\u0627\u064a\u0627 \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629 \u0641\u064a \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u062a\u0648\u0627\u062c\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629 \u0639\u0646\u062f \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0639\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u0628\u064a\u0646\u0645\u0627 \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0639\u0627\u0645\u0629 \u0648\u0627\u0644\u0645\u0644\u0627\u062d\u0638\u0629 \u0644\u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0628\u0634\u0643\u0644 \u0623\u062e\u0644\u0627\u0642\u064a\u060c \u0641\u0625\u0646 \u0627\u0644\u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u0641\u0631\u0635\u064a\u0629 \u0645\u062b\u0644 \u0627\u0644\u062a\u062c\u0633\u0633 \u0623\u0648 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u0633\u0627\u0644\u064a\u0628 \u063a\u064a\u0631 \u0623\u062e\u0644\u0627\u0642\u064a \u0642\u062f \u062a\u0624\u062f\u064a \u0625\u0644\u0649 \u0645\u0634\u0627\u0643\u0644 \u0642\u0627\u0646\u0648\u0646\u064a\u0629 \u0648\u0633\u0645\u0639\u0629 \u0633\u064a\u0626\u0629 (Davidson, 1987b, p. 316).<\/p>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u062a\u0639\u0631\u0636\u062a \u0634\u0631\u0643\u0629 &#8220;British Airways&#8221; \u0644\u0627\u0646\u062a\u0642\u0627\u062f \u0643\u0628\u064a\u0631 \u0628\u0639\u062f \u0623\u0646 \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0628\u064a\u0627\u0646\u0627\u062a \u0646\u0638\u0627\u0645 \u0627\u0644\u062d\u062c\u0632 \u0627\u0644\u062e\u0627\u0635 \u0628\u0647\u0627 \u0644\u0644\u062a\u0646\u0635\u062a \u0639\u0644\u0649 \u062d\u0631\u0643\u0627\u062a \u0645\u0646\u0627\u0641\u0633\u062a\u0647\u0627 &#8220;Virgin Atlantic&#8221;. \u0627\u0633\u062a\u062e\u062f\u0645\u062a &#8220;British Airways&#8221; \u0623\u064a\u0636\u064b\u0627 \u062a\u0642\u0646\u064a\u0627\u062a \u063a\u064a\u0631 \u0623\u062e\u0644\u0627\u0642\u064a \u0644\u0625\u0639\u0627\u062f\u0629 \u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0631\u0643\u0627\u0628 \u0645\u0646 \u0631\u062d\u0644\u0627\u062a &#8220;Virgin&#8221; \u0625\u0644\u0649 \u0631\u062d\u0644\u0627\u062a\u0647\u0627 \u0627\u0644\u062e\u0627\u0635\u0629\u060c \u0645\u0645\u0627 \u0623\u062b\u0627\u0631 \u063a\u0636\u0628 \u0627\u0644\u0645\u0646\u0627\u0641\u0633 \u0648\u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Cornish, 2004, p. 294).<\/p>\n\n\n\n<p>\u0641\u064a \u062d\u0627\u0644\u0629 \u0623\u062e\u0631\u0649\u060c \u0642\u0627\u0645\u062a \u0634\u0631\u0643\u0629 &#8220;Moen&#8221; \u0627\u0644\u0645\u062a\u062e\u0635\u0635\u0629 \u0641\u064a \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0633\u0628\u0627\u0643\u0629 \u0628\u062f\u0631\u0627\u0633\u0629 \u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0639\u0628\u0631 \u0627\u0644\u062a\u0646\u0642\u064a\u0628 \u0639\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a (Data Mining) \u0648\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u0633\u0627\u0644\u064a\u0628 \u0639\u0645\u064a\u0642\u0629 \u0645\u062b\u0644 \u0645\u0642\u0627\u0628\u0644\u0627\u062a \u0627\u0644\u0639\u0645\u0642 (Depth Interviews) \u0648\u062a\u0642\u0646\u064a\u0627\u062a \u0625\u0633\u0642\u0627\u0637\u064a\u0629 (Projective Techniques) (Czepiel, 1992, p. 158). \u0628\u064a\u0646\u0645\u0627 \u062a\u0639\u062a\u0628\u0631 \u0647\u0630\u0647 \u0627\u0644\u0623\u0633\u0627\u0644\u064a\u0628 \u0641\u0639\u0627\u0644\u0629\u060c \u0625\u0644\u0627 \u0623\u0646\u0647\u0627 \u0642\u062f \u062a\u062a\u062c\u0627\u0648\u0632 \u062d\u062f\u0648\u062f \u0627\u0644\u0623\u062e\u0644\u0627\u0642 \u0625\u0630\u0627 \u0644\u0645 \u064a\u062a\u0645 \u062a\u0646\u0638\u064a\u0645\u0647\u0627 \u0628\u0634\u0643\u0644 \u0635\u062d\u064a\u062d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a-\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0628\u0646\u0627\u0621-\u0639\u0644\u0649-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\"><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>\u0647\u0646\u0627\u0643 3 <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0623\u0633\u0627\u0633  \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong>. \u0648\u0647\u064a:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062a\u0645\u064a\u0632-differentiation-strategy\"><strong>1. <\/strong><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0645\u064a\u0632<\/strong><strong> (Differentiation Strategy)<\/strong><\/h3>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0623\u0646 \u064a\u0644\u0639\u0628 \u062f\u0648\u0631\u064b\u0627 \u0623\u0633\u0627\u0633\u064a\u064b\u0627 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u0645\u064a\u0632 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u064a\u0647\u0627 \u0644\u062a\u062d\u0642\u064a\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629. \u0648\u0641\u0642\u064b\u0627 \u0644\u0640 <strong>Porter <\/strong>(1980, p. 7)\u060c \u0641\u0625\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0645\u064a\u0632 \u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0645\u0646\u062a\u062c \u0623\u0648 \u062e\u062f\u0645\u0629 \u0641\u0631\u064a\u062f\u0629 \u062a\u0648\u0641\u0631 \u0642\u064a\u0645\u0629 \u0645\u0636\u0627\u0641\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644\u0647\u0645 \u0623\u0643\u062b\u0631 \u0627\u0633\u062a\u0639\u062f\u0627\u062f\u064b\u0627 \u0644\u062f\u0641\u0639 \u0633\u0639\u0631 \u0623\u0639\u0644\u0649 \u0645\u0642\u0627\u0628\u0644\u0647\u0627. \u0644\u062a\u062d\u062f\u064a\u062f \u0647\u0630\u0647 \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a\u060c \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0629 \u062f\u0631\u0627\u0633\u0629 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0644\u062f\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u062a\u064a \u0644\u0627 \u064a\u062a\u0645\u0643\u0646\u0648\u0646 \u0645\u0646 \u062a\u0642\u0644\u064a\u062f\u0647\u0627 \u0628\u0633\u0647\u0648\u0644\u0629.<\/p>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u0627\u0645\u062a \u0634\u0631\u0643\u0629 <strong>Sony <\/strong>\u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u062a\u0635\u0627\u0645\u064a\u0645 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627 \u0645\u062b\u0644 \u0633\u0644\u0633\u0644\u0629 &#8220;Walkman&#8221;\u060c \u0645\u0645\u0627 \u0623\u062f \u0625\u0644\u0649 \u062a\u0642\u0644\u064a\u0644 \u0639\u062f\u062f \u0627\u0644\u0623\u062c\u0632\u0627\u0621 \u0628\u0646\u0633\u0628\u0629 50% \u0648\u062a\u0642\u0644\u064a\u0644 \u0632\u0645\u0646 \u0627\u0644\u062a\u0635\u0646\u064a\u0639 (Tomczak et al., 2018, p. 40). \u0647\u0630\u0627 \u0627\u0644\u0646\u0648\u0639 \u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u064a\u062a\u0637\u0644\u0628 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u062d\u0644\u0648\u0644 \u063a\u064a\u0631 \u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644 \u0645\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u0643\u0645\u0627 \u0623\u0634\u0627\u0631 <strong>Davidson <\/strong>(1997, p. 139)\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0645\u064a\u0651\u0632 \u0642\u062f \u064a\u0643\u0648\u0646 \u0641\u064a \u0627\u0644\u062c\u0648\u062f\u0629\u060c \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0628\u0639\u062f \u0627\u0644\u0628\u064a\u0639\u060c \u0623\u0648 \u062d\u062a\u0649 \u0627\u0644\u0635\u0648\u0631\u0629 \u0627\u0644\u0630\u0647\u0646\u064a\u0629 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062a\u0643\u0644\u0641\u0629-\u0627\u0644\u0623\u062f\u0646\u0649-cost-leadership-strategy\"><strong>2. <\/strong><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0623\u062f\u0646\u0649<\/strong><strong> (Cost Leadership Strategy)<\/strong><\/h3>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0623\u064a\u0636\u064b\u0627 \u0623\u0646 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0623\u062f\u0646\u0649 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0641\u064a\u0647\u0627 \u062a\u062e\u0641\u064a\u0636 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u062f\u0648\u0646 \u0627\u0644\u0645\u0633\u0627\u0648\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0642\u064a\u0645\u0629. \u0648\u0641\u0642\u064b\u0627 \u0644\u0640 <strong>Drummond et al. <\/strong>(2008, p. 59)\u060c \u0641\u0625\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0623\u062f\u0646\u0649 \u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u062e\u062f\u0645\u0627\u062a \u0628\u0623\u0631\u062e\u0635 \u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0645\u0639 \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u062c\u0648\u062f\u0629 \u0643\u0627\u0641\u064a\u0629 \u0644\u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0634\u0631\u0643\u0629 <strong>IKEA <\/strong>\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u064a\u0629 \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0646\u0642\u0644\u0647\u0627 \u0625\u0644\u0649 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0645\u062b\u0644 \u0627\u0644\u062a\u062c\u0645\u064a\u0639 \u0627\u0644\u0630\u0627\u062a\u064a \u0644\u0644\u0623\u062b\u0627\u062b\u060c \u0645\u0645\u0627 \u0623\u062f \u0625\u0644\u0649 \u062a\u062e\u0641\u064a\u0636 \u0643\u0628\u064a\u0631 \u0641\u064a \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 (Tomczak et al., 2018, p. 24). \u0647\u0630\u0627 \u0627\u0644\u0646\u0648\u0639 \u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u064a\u062a\u0637\u0644\u0628 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0644\u062f\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0623\u0648 \u0627\u0644\u062a\u0634\u063a\u064a\u0644 (Proctor, 2000, p. 114). \u0643\u0645\u0627 \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0644\u062a\u062d\u062f\u064a\u062f \u0645\u0627 \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0647\u0646\u0627\u0643 \u0641\u0631\u0635 \u0644\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0623\u0648 \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u062a\u062e\u0641\u064a\u0636 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062a\u0631\u0643\u064a\u0632-focus-strategy\"><strong>3. <\/strong><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0631\u0643\u064a\u0632<\/strong><strong> (Focus Strategy)<\/strong><\/h3>\n\n\n\n<p>\u062a\u0639\u062a\u0645\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u062e\u062a\u064a\u0627\u0631 \u0634\u0631\u0627\u0626\u062d \u0633\u0648\u0642\u064a\u0629 \u0635\u063a\u064a\u0631\u0629 \u0648\u0644\u0643\u0646\u0647\u0627 \u0645\u0631\u062a\u0641\u0639\u0629 \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0648\u0627\u0633\u062a\u0647\u062f\u0627\u0641\u0647\u0627 \u0628\u0634\u0643\u0644 \u0631\u0626\u064a\u0633\u064a. \u0648\u0641\u0642\u064b\u0627 \u0644\u0640 <strong>Kotler &amp; Keller <\/strong>(2005, p. 239)\u060c \u0641\u0625\u0646 \u0647\u0630\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u062a\u0637\u0644\u0628 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u0641\u0647\u0645 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0634\u0631\u0627\u0626\u062d \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0648\u0623\u0646 \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u062a\u0644\u0643 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646\u0647\u0627 \u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0645\u0636\u0627\u0641\u0629 \u0644\u0647\u0627. \u064a\u0645\u0643\u0646 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0623\u0646 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0634\u0631\u0627\u0626\u062d \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0627\u0644\u0623\u0643\u062b\u0631 \u0631\u0628\u062d\u064a\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062f\u0631\u0627\u0633\u0629 \u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642 \u0644\u0643\u0644 \u0645\u0646\u0627\u0641\u0633 \u0648\u0623\u062f\u0627\u0621\u0647 \u0627\u0644\u0645\u0627\u0644\u064a.<\/p>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0639\u0646\u062f\u0645\u0627 \u062f\u062e\u0644\u062a \u0634\u0631\u0643\u0629 <strong>P&amp;G <\/strong>\u0633\u0648\u0642 \u0627\u0644\u0645\u0646\u0638\u0641\u0627\u062a\u060c \u0627\u062e\u062a\u0627\u0631\u062a \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0634\u0631\u064a\u062d\u0629 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062a\u064a \u062a\u0628\u062d\u062b \u0639\u0646 \u062c\u0648\u062f\u0629 \u0639\u0627\u0644\u064a\u0629 \u0648\u062e\u062f\u0645\u0629 \u0639\u0645\u0644\u0627\u0621 \u0645\u0645\u062a\u0627\u0632\u0629 \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0627\u0633\u062a\u0647\u062f\u0627\u0641 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0648\u0627\u0633\u0639 (Drummond et al., 2008, p. 59). \u0647\u0630\u0627 \u0627\u0644\u0646\u0648\u0639 \u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0645\u0643\u0651\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0646 \u062a\u0641\u0627\u062f\u064a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0634\u062f\u064a\u062f\u0629 \u0645\u0639 \u0627\u0644\u0644\u0627\u0639\u0628\u064a\u0646 \u0627\u0644\u0643\u0628\u0627\u0631 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0642\u062f\u064a\u0645 \u062d\u0644\u0648\u0644 \u0645\u0648\u062c\u0647\u0629 \u0644\u0634\u0631\u0627\u0626\u062d \u0645\u0639\u064a\u0646\u0629 (Diasz, 2013, p. 63).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0627\u0644\u062e\u0627\u062a\u0645\u0629\">\u0627\u0644\u062e\u0627\u062a\u0645\u0629:<\/h2>\n\n\n\n<p>\u0641\u064a \u0638\u0644 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0633\u0631\u064a\u0639\u0629 \u0627\u0644\u062a\u064a \u062a\u0634\u0647\u062f\u0647\u0627 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062d\u062f\u064a\u062b\u0629\u060c \u0623\u0635\u0628\u062d \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0623\u062f\u0627\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645. \u064a\u0631\u0643\u0632 \u0647\u0630\u0627 \u0627\u0644\u0645\u0642\u0627\u0644 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0634\u0631\u062d \u0634\u0627\u0645\u0644 \u0648\u0645\u062a\u0643\u0627\u0645\u0644 \u0644\u0639\u0645\u0644\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0648\u0623\u0647\u0645\u064a\u062a\u0647\u0627 \u0641\u064a \u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u0639\u0651\u0627\u0644\u0629. \u0628\u062f\u0623\u0646\u0627 \u0628\u062a\u0639\u0631\u064a\u0641 \u0645\u0641\u0647\u0648\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0643\u062c\u0632\u0621 \u0645\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0645\u0633\u062a\u0639\u0631\u0636\u064a\u0646 \u0623\u0647\u0645\u064a\u062a\u0647 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0644\u062f\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u0641\u0647\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0645 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629.<\/p>\n\n\n\n<p>\u062a\u0637\u0631\u0651\u0642\u0646\u0627 \u0628\u0639\u062f \u0630\u0644\u0643 \u0625\u0644\u0649 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0645\u062e\u062a\u0644\u0641\u0629 \u0645\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629 \u0648\u063a\u064a\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629 \u0648\u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629. \u0623\u0643\u062f\u0646\u0627 \u0639\u0644\u0649 \u0636\u0631\u0648\u0631\u0629 \u0627\u0644\u0623\u062e\u0630 \u0628\u0639\u064a\u0646 \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 \u0644\u064a\u0633 \u0641\u0642\u0637 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646\u060c \u0628\u0644 \u0623\u064a\u0636\u064b\u0627 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u0642\u062f \u064a\u062f\u062e\u0644\u0648\u0646 \u0627\u0644\u0633\u0648\u0642 \u0645\u0633\u062a\u0642\u0628\u0644\u0627\u064b \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0623\u0648 \u0646\u0645\u0627\u0630\u062c \u0623\u0639\u0645\u0627\u0644 \u0645\u0628\u062a\u0643\u0631\u0629. \u0643\u0645\u0627 \u0627\u0633\u062a\u0639\u0631\u0636\u0646\u0627 \u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0623\u0646 \u062a\u0648\u0627\u062c\u0647 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u063a\u064a\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629 \u0639\u0628\u0631 \u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0645\u0636\u0627\u0641\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0623\u0648 \u0639\u0628\u0631 \u062a\u062d\u0633\u064a\u0646 \u0639\u0645\u0644\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629.<\/p>\n\n\n\n<p>\u062b\u0645 \u062a\u0646\u0627\u0648\u0644\u0646\u0627 \u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629\u060c \u0645\u062b\u0644 \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 \u0644\u0628\u0648\u0631\u062a\u0631 \u0627\u0644\u0630\u064a \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u0641\u0647\u0645 \u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0627\u0641\u0633 \u062f\u0627\u062e\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0629. \u0643\u0630\u0644\u0643\u060c \u062a\u0645 \u0634\u0631\u062d \u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u062c\u0645\u0648\u0639\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0648\u0623\u0647\u062f\u0627\u0641\u0647\u0627\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0651\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u064a\u0646 \u0648\u062a\u062c\u0646\u0628 \u0625\u063a\u0641\u0627\u0644 \u0627\u0644\u0641\u0631\u0635 \u0623\u0648 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629.<\/p>\n\n\n\n<p>\u0648\u0641\u064a \u0627\u0644\u062c\u0632\u0621 \u0627\u0644\u0645\u062a\u0639\u0644\u0642 \u0628\u0645\u0635\u0627\u062f\u0631 \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0639\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0623\u0634\u0631\u0646\u0627 \u0625\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0639\u0627\u0645\u0629 \u0648\u0627\u0644\u0645\u0644\u0627\u062d\u0638\u0629 \u0648\u0627\u0644\u0641\u0631\u0635\u064a\u0629 \u0644\u062c\u0645\u0639 \u0628\u064a\u0627\u0646\u0627\u062a \u062f\u0642\u064a\u0642\u0629 \u062d\u0648\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u0643\u0645\u0627 \u0646\u0627\u0642\u0634\u0646\u0627 \u062f\u0648\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0648\u0627\u0644\u0633\u0627\u0628\u0642\u064a\u0646 \u0641\u064a \u062a\u0642\u062f\u064a\u0645 \u0631\u0624\u0649 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\u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629 \u0623\u062b\u0646\u0627\u0621 \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u064a\u0639\u0632\u0632 \u0645\u0646 \u0633\u0645\u0639\u062a\u0647\u0627 \u0648\u064a\u062d\u0645\u064a\u0647\u0627 \u0645\u0646 \u0627\u0644\u0645\u0634\u0627\u0643\u0644 \u0627\u0644\u0642\u0627\u0646\u0648\u0646\u064a\u0629.<\/p>\n\n\n\n<p><strong>\u0642\u0627\u0626\u0645\u0629 \u0627\u0644\u0645\u0631\u0627\u062c\u0639<\/strong><strong><\/strong><\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-iconlist gspb_iconsList gspb_iconsList-id-gsbp-06b72ad\" id=\"gspb_iconsList-id-gsbp-06b72ad\"><div class=\"gspb_iconsList__item\" data-id=\"0\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Cravens, D. W., &amp; Piercy, N. F. (2009). <\/strong><strong>Strategic Marketing. McGraw-Hill\/Irwin.<\/strong><\/span><\/div><div class=\"gspb_iconsList__item\" data-id=\"1\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Diasz, L. (2013). Strategic Marketing: Marketing Strategies for Sri Lankan Business Entities. Lewie Diasz.<\/strong><\/span><\/div><div class=\"gspb_iconsList__item\" data-id=\"2\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Gilligan, C., &amp; Wilson, R. M. S. (2003). Strategic Marketing Planning. Butterworth-Heinemann.<\/strong><\/span><\/div><div class=\"gspb_iconsList__item\" data-id=\"3\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Mooradian, T., Matzler, K., &amp; Ring, L. J. (2014). Strategic Marketing: Market-Oriented Corporate and Business Unit Planning. Pearson Education Limited.<\/strong><\/span><\/div><div class=\"gspb_iconsList__item\" data-id=\"4\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Proctor, T. (2000). Strategic Marketing: An Introduction. Routledge.<\/strong><\/span><\/div><div class=\"gspb_iconsList__item\" data-id=\"5\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Tomczak, T., Reinecke, S., &amp; Kuss, A. (2018). Strategic Marketing: Market-Oriented Corporate and Business Unit Planning. Springer Gabler.<\/strong><\/span><\/div><div class=\"gspb_iconsList__item\" data-id=\"6\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Wilson, R., &amp; Gilligan, C. (2005). Strategic Marketing Management. Elsevier Butterworth-Heinemann.<\/strong><\/span><\/div><div class=\"gspb_iconsList__item\" data-id=\"7\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.<\/strong><\/span><\/div><div class=\"gspb_iconsList__item\" data-id=\"8\"><svg class=\"\" style=\"display:inline-block;vertical-align:middle\" width=\"18\" height=\"18\" viewbox=\"0 0 1024 1024\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path style=\"fill:#565D66\" d=\"M871.696 166.932l-526.088 526.088-193.304-193.304c-9.372-9.372-24.568-9.372-33.942 0l-56.568 56.568c-9.372 9.372-9.372 24.568 0 33.942l266.842 266.842c9.372 9.372 24.568 9.372 33.942 0l599.626-599.626c9.372-9.372 9.372-24.568 0-33.942l-56.568-56.568c-9.372-9.372-24.568-9.372-33.94 0z\"><\/path><\/svg><span class=\"gspb_iconsList__item__text\"><strong>Kotler, P., &amp; Keller, K. L. (2005). Marketing Management. Prentice Hall.<\/strong><\/span><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0647\u0648 \u062c\u0648\u0647\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0641\u0647\u0648 \u064a\u0645\u0643\u0651\u0646 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0645\u0646 \u0641\u0647\u0645 \u0628\u064a\u0626\u062a\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0642\u0648\u0629 \u0648\u0636\u0639\u0641 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627. \u064a\u062a\u064a\u062d \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0645\u0633\u062a\u0646\u064a\u0631\u0629 \u0648\u062a\u0637\u0648\u064a\u0631 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