{"id":3922,"date":"2025-03-15T06:29:35","date_gmt":"2025-03-15T05:29:35","guid":{"rendered":"https:\/\/leadmrktblog.com\/?p=3922"},"modified":"2025-03-16T18:57:54","modified_gmt":"2025-03-16T17:57:54","slug":"%d8%aa%d8%ad%d9%84%d9%8a%d9%84-%d8%a7%d9%84%d8%a8%d9%8a%d8%a6%d8%a9-%d8%a7%d9%84%d8%af%d8%a7%d8%ae%d9%84%d9%8a%d8%a9-%d9%84%d9%84%d8%b4%d8%b1%d9%83%d8%a9","status":"publish","type":"post","link":"https:\/\/leadmrktblog.com\/en\/%d8%aa%d8%ad%d9%84%d9%8a%d9%84-%d8%a7%d9%84%d8%a8%d9%8a%d8%a6%d8%a9-%d8%a7%d9%84%d8%af%d8%a7%d8%ae%d9%84%d9%8a%d8%a9-%d9%84%d9%84%d8%b4%d8%b1%d9%83%d8%a9\/","title":{"rendered":"\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a"},"content":{"rendered":"<p>\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u060c \u062d\u064a\u062b \u062a\u062a\u063a\u064a\u0631 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0648\u062a\u0634\u062a\u062f \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\u060c \u064a\u0635\u0628\u062d \u0641\u0647\u0645 <strong>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/strong> \u0623\u0645\u0631\u064b\u0627 \u0628\u0627\u0644\u063a \u0627\u0644\u0623\u0647\u0645\u064a\u0629. \u0644\u0627 \u064a\u0645\u0643\u0646 \u0644\u0623\u064a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0623\u0646 \u062a\u0646\u062c\u062d \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644 \u062f\u0648\u0646 \u062a\u0642\u064a\u064a\u0645 \u062f\u0642\u064a\u0642 \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0627\u062d\u0629\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u0645\u0646\u0647\u062c\u064a \u0644\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627.<\/p>\n\n\n\n<p>\u0647\u0630\u0647 \u0627\u0644\u0645\u0642\u0627\u0644\u0629 \u0628\u0645\u062b\u0627\u0628\u0629 \u062f\u0644\u064a\u0644 \u0634\u0627\u0645\u0644 \u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641 \u0623\u0639\u0645\u0627\u0642 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a. \u0633\u0646\u0623\u062e\u0630\u0643 \u0641\u064a \u0631\u062d\u0644\u0629 \u062a\u0628\u062f\u0623 \u0628\u062a\u062d\u062f\u064a\u062f \u0623\u0647\u0645\u064a\u0629 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u062a\u0623\u062b\u064a\u0631\u0647 \u0627\u0644\u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629\u060c \u0645\u0631\u0648\u0631\u064b\u0627 \u0628\u0627\u0633\u062a\u0639\u0631\u0627\u0636 \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0643\u064a\u0641\u064a\u0629 \u062a\u0642\u064a\u064a\u0645\u0647\u0627 \u0628\u062f\u0642\u0629.<\/p>\n\n\n\n<p>\u0633\u0648\u0641 \u0646\u062a\u0639\u0645\u0642 \u0641\u064a \u0627\u0644\u0623\u0637\u0631 \u0648\u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u0629\u060c \u0645\u062b\u0644 \u062a\u062d\u0644\u064a\u0644 SWOT\u060c \u0648\u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629\u060c \u0648\u0625\u0637\u0627\u0631 VRIO\u060c \u0648\u0646\u0645\u0648\u0630\u062c McKinsey 7S\u060c \u0645\u0639 \u0634\u0631\u062d \u0643\u064a\u0641\u064a\u0629 \u062a\u0637\u0628\u064a\u0642\u0647\u0627 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0642\u0635\u0649 \u0627\u0633\u062a\u0641\u0627\u062f\u0629. \u0643\u0645\u0627 \u0633\u0646\u0633\u062a\u0639\u0631\u0636 \u0639\u0645\u0644\u064a\u0629 \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u062e\u0637\u0648\u0629 \u0628\u062e\u0637\u0648\u0629\u060c \u0628\u062f\u0621\u064b\u0627 \u0645\u0646 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\u060c \u0648\u0635\u0648\u0644\u064b\u0627 \u0625\u0644\u0649 \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062d\u0627\u0644\u064a.<\/p>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u0646\u0647\u0627\u064a\u0629\u060c \u0633\u0646\u0648\u0636\u062d \u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u062f\u0645\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0645\u0639 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a \u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u062a\u0643\u0627\u0645\u0644\u0629 \u0648\u0641\u0639\u0627\u0644\u0629. \u0633\u0646\u0644\u0642\u064a \u0627\u0644\u0636\u0648\u0621 \u0623\u064a\u0636\u064b\u0627 \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0627\u0644\u062a\u064a \u062a\u0648\u0627\u062c\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0646\u062f \u0625\u062c\u0631\u0627\u0621 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u060c \u0648\u0646\u0642\u062f\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0639\u0645\u0644\u064a\u0629 \u0644\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u064a\u0647\u0627. \u0627\u0646\u0636\u0645 \u0625\u0644\u064a\u0646\u0627 \u0641\u064a \u0647\u0630\u0647 \u0627\u0644\u0631\u062d\u0644\u0629 \u0627\u0644\u0634\u064a\u0642\u0629 \u0644\u0627\u0643\u062a\u0634\u0627\u0641 \u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0623\u0646 \u064a\u0643\u0648\u0646 \u0627\u0644\u0645\u0641\u062a\u0627\u062d \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645.<\/p>\n\n\n\n<div 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=\"#1-\u062a\u0639\u0631\u064a\u0641-\u0648\u0623\u0647\u0645\u064a\u0629-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629\">1.\u062a\u0639\u0631\u064a\u0641 \u0648\u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/a><\/li><li class=\"\"><a href=\"#2-\u0645\u0643\u0648\u0646\u0627\u062a-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629\">2. \u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/a><\/li><li class=\"\"><a href=\"#3-\u0623\u0637\u0631-\u0648\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\">3. \u0623\u0637\u0631 \u0648\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629<\/a><\/li><li class=\"\"><a href=\"#4-\u0639\u0645\u0644\u064a\u0629-\u0625\u062c\u0631\u0627\u0621-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u062a\u0633\u0648\u064a\u0642\">4. \u0639\u0645\u0644\u064a\u0629 \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642<\/a><\/li><li class=\"\"><a href=\"#5-\u0627\u0644\u062a\u0643\u0627\u0645\u0644-\u0628\u064a\u0646-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a-\u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062e\u0627\u0631\u062c\u064a-\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u0634\u0631\u0643\u0629\">5. \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0628\u064a\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a \u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0634\u0631\u0643\u0629<\/a><\/li><li class=\"\"><a href=\"#6-\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0648\u0643\u064a\u0641\u064a\u0629-\u0627\u0644\u062a\u063a\u0644\u0628-\u0639\u0644\u064a\u0647\u0627\">6. \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0643\u064a\u0641\u064a\u0629 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u064a\u0647\u0627<\/a><\/li><li class=\"\"><a href=\"#7-\u062f\u0648\u0631-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a-\u0641\u064a-\u0642\u064a\u0627\u0633-\u0627\u0644\u0623\u062f\u0627\u0621-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\">7. \u062f\u0648\u0631 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0641\u064a \u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/a><\/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=\"1-\u062a\u0639\u0631\u064a\u0641-\u0648\u0623\u0647\u0645\u064a\u0629-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629\">1.\u062a\u0639\u0631\u064a\u0641 \u0648\u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-1-\u062a\u0639\u0631\u064a\u0641-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629\">1.1 \u062a\u0639\u0631\u064a\u0641 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 <\/h3>\n\n\n\n<p>\u064a\u0639\u062f \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0639\u0646\u0635\u0631\u064b\u0627 \u0623\u0633\u0627\u0633\u064a\u064b\u0627 \u0641\u064a \u0639\u0645\u0644\u064a\u0629 \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. \u0648\u0642\u062f \u062a\u0639\u062f\u062f\u062a \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0644\u0647\u0630\u0627 \u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0641\u064a \u0627\u0644\u0623\u062f\u0628\u064a\u0627\u062a \u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0629 \u0648\u0627\u0644\u0645\u0647\u0646\u064a\u0629. \u0641\u0642\u062f \u0639\u0631\u0651\u0641\u0647 \u0623\u0644\u0633\u0645 \u0628\u0623\u0646\u0647 &#8220;\u0639\u0645\u0644\u064a\u0629 \u062a\u0642\u064a\u064a\u0645 \u0645\u0646\u0647\u062c\u064a\u0629 \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0623\u062f\u0627\u0626\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a&#8221; (Alsem, 2024, p. 91). <\/p>\n\n\n\n<p>\u0628\u064a\u0646\u0645\u0627 \u064a\u0631\u0649 \u0645\u0648\u0631\u0627\u062f\u064a\u0627\u0646 \u0648\u0632\u0645\u0644\u0627\u0624\u0647 \u0623\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0647\u0648 &#8220;\u062f\u0631\u0627\u0633\u0629 \u0634\u0627\u0645\u0644\u0629 \u0644\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0634\u0643\u0644 \u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642&#8221; (Mooradian et al., 2014, p. 296).<\/p>\n\n\n\n<p>\u0648\u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u064a\u0624\u0643\u062f \u0628\u0631\u0648\u0643\u062a\u0648\u0631 \u0639\u0644\u0649 \u0623\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0647\u0648 &#8220;\u0639\u0645\u0644\u064a\u0629 \u062a\u062d\u062f\u064a\u062f \u0648\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627&#8221; (Proctor, 2000, p. 106). <\/p>\n\n\n\n<p>\u0647\u0630\u0647 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u062a\u0634\u064a\u0631 \u062c\u0645\u064a\u0639\u0647\u0627 \u0625\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0641\u0647\u0645 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0643\u0623\u0633\u0627\u0633 \u0644\u0628\u0646\u0627\u0621 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u0639\u0627\u0644\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-1-\u0623\u0647\u0645\u064a\u0629-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629\">2.1. \u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 <\/h3>\n\n\n\n<p>\u062a\u0643\u0645\u0646 \u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0641\u064a \u0642\u062f\u0631\u062a\u0647 \u0639\u0644\u0649 \u062a\u0648\u0641\u064a\u0631 \u0631\u0624\u064a\u0629 \u0648\u0627\u0636\u062d\u0629 \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u064a\u0647\u0627 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u0641\u0647\u0648 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u063a\u0644\u0627\u0644\u0647\u0627 \u0644\u062a\u062d\u0642\u064a\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0648\u0643\u0630\u0644\u0643 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062a\u064a \u062a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u0645\u0639\u0627\u0644\u062c\u0629 (Reed &amp; Baird, 2019). \u0643\u0645\u0627 \u064a\u0633\u0647\u0645 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0641\u064a \u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0634\u0643\u0644 \u0623\u0643\u062b\u0631 \u0643\u0641\u0627\u0621\u0629 \u0646\u062d\u0648 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u0623\u0643\u062b\u0631 \u0641\u0639\u0627\u0644\u064a\u0629 (Damir, 2025).<\/p>\n\n\n\n<p>\u0623\u0645\u0627 \u0641\u064a\u0645\u0627 \u064a\u062a\u0639\u0644\u0642 \u0628\u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0648\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0641\u0625\u0646 \u0647\u0630\u0647 \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0648\u062b\u064a\u0642\u0629 \u0648\u0645\u062a\u0628\u0627\u062f\u0644\u0629. \u064a\u0634\u064a\u0631 \u062f\u064a\u0627\u0632 \u0625\u0644\u0649 \u0623\u0646 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u062a\u0648\u0641\u0631 \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0630\u064a \u062a\u064f\u0628\u0646\u0649 \u0639\u0644\u064a\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\u060c \u062d\u064a\u062b \u062a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629 \u0648\u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u0623\u0645\u062b\u0644 (Diasz, 2013). \u0648\u0641\u064a \u0627\u0644\u0645\u0642\u0627\u0628\u0644\u060c \u062a\u0624\u0643\u062f \u062f\u0631\u0627\u0645\u0648\u0646\u062f \u0648\u0632\u0645\u0644\u0627\u0624\u0647\u0627 \u0623\u0646 \u0639\u0645\u0644\u064a\u0629 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0646\u062d\u0648 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0623\u0643\u062b\u0631 \u0623\u0647\u0645\u064a\u0629 \u0644\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (Drummond et al., 2008).<\/p>\n\n\n\n<p>\u0625\u0646 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0628\u064a\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0648\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u0636\u0645\u0646 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0637\u0648\u0631\u0629 \u0648\u0627\u0642\u0639\u064a\u0629 \u0648\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u0646\u0641\u064a\u0630\u060c \u0645\u0639 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0627\u0644\u0642\u0635\u0648\u0649 \u0645\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0648\u0645\u0639\u0627\u0644\u062c\u0629 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644 (Alsem, 2024). \u0648\u0647\u0630\u0627 \u0628\u062f\u0648\u0631\u0647 \u064a\u0639\u0632\u0632 \u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0648\u0628\u0646\u0627\u0621 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0639\u0646\u0627\u0635\u0631-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-1024x574.webp\" alt=\"\u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u062a\u0631\u0627\u0628\u0637\u0629: \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629: \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0648\u0627\u0644\u0628\u0646\u064a\u0629 \u0648\u0627\u0644\u062b\u0642\u0627\u0641\u0629\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u0639\u0645\u0644 \u0641\u064a \u0645\u0632\u0627\u0645\u0646\u0629.\" class=\"wp-image-3949\" style=\"width:948px;height:auto\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0639\u0646\u0627\u0635\u0631-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-1024x574.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0639\u0646\u0627\u0635\u0631-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-300x168.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0639\u0646\u0627\u0635\u0631-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-768x431.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0639\u0646\u0627\u0635\u0631-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-18x10.webp 18w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0639\u0646\u0627\u0635\u0631-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629.webp 1312w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u062a\u0631\u0627\u0628\u0637\u0629: \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629: \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0648\u0627\u0644\u0628\u0646\u064a\u0629 \u0648\u0627\u0644\u062b\u0642\u0627\u0641\u0629\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u0639\u0645\u0644 \u0641\u064a \u0645\u0632\u0627\u0645\u0646\u0629.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-\u0645\u0643\u0648\u0646\u0627\u062a-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629\">2. \u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/h2>\n\n\n\n<p>\u062a\u062a\u0643\u0648\u0646 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0645\u0646 \u0639\u062f\u0629 \u0639\u0646\u0627\u0635\u0631 \u0631\u0626\u064a\u0633\u064a\u0629 \u062a\u0624\u062b\u0631 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 \u0642\u062f\u0631\u062a\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u0623\u062f\u0627\u0626\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a. \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u064a\u0639\u062f \u0623\u0645\u0631\u064b\u0627 \u062d\u064a\u0648\u064a\u064b\u0627 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u0639\u0627\u0644\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-1-\u0627\u0644\u0645\u0648\u0627\u0631\u062f-\u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629\">2.1 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629<\/h3>\n\n\n\n<p>\u062a\u0646\u0642\u0633\u0645 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0625\u0644\u0649 \u0646\u0648\u0639\u064a\u0646 \u0631\u0626\u064a\u0633\u064a\u064a\u0646:<\/p>\n\n\n\n<p>&#8211; \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629: \u062a\u0634\u0645\u0644 \u0627\u0644\u0623\u0635\u0648\u0644 \u0627\u0644\u0645\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629. \u064a\u0634\u064a\u0631 \u0623\u0644\u0633\u0645 \u0625\u0644\u0649 \u0623\u0646 \u0647\u0630\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u062a\u062a\u0636\u0645\u0646 &#8220;\u0627\u0644\u0645\u0628\u0627\u0646\u064a \u0648\u0627\u0644\u0645\u0639\u062f\u0627\u062a \u0648\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u062a\u0644\u0643\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629&#8221; (Alsem, 2024, p. 93). \u0648\u062a\u0644\u0639\u0628 \u0647\u0630\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u062f\u0648\u0631\u064b\u0627 \u062d\u0627\u0633\u0645\u064b\u0627 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u062a\u0646\u0641\u064a\u0630 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629.<\/p>\n\n\n\n<p>&#8211; \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629: \u0648\u0647\u064a \u062a\u0634\u0645\u0644 \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u063a\u064a\u0631 \u0627\u0644\u0645\u0627\u062f\u064a\u0629 \u0645\u062b\u0644 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0633\u0645\u0639\u0629 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627. \u064a\u0624\u0643\u062f \u0645\u0648\u0631\u0627\u062f\u064a\u0627\u0646 \u0648\u0632\u0645\u0644\u0627\u0624\u0647 \u0623\u0646 &#8220;\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u0643\u0648\u0646 \u0627\u0644\u0645\u0635\u062f\u0631 \u0627\u0644\u0631\u0626\u064a\u0633\u064a \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062d\u062f\u064a\u062b\u0629&#8221; (Mooradian et al., 2014, p. 298).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-2-\u0627\u0644\u0642\u062f\u0631\u0627\u062a-\u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629\">2.2 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629<\/h3>\n\n\n\n<p>\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0647\u064a \u0645\u0647\u0627\u0631\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0628\u0641\u0639\u0627\u0644\u064a\u0629. \u064a\u0639\u0631\u0641\u0647\u0627 \u0628\u0631\u0648\u0643\u062a\u0648\u0631 \u0628\u0623\u0646\u0647\u0627 &#8220;\u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u062a\u0646\u0633\u064a\u0642 \u0648\u062a\u0643\u0627\u0645\u0644 \u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629&#8221; (Proctor, 2000, p. 108). \u0648\u062a\u0646\u0642\u0633\u0645 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0625\u0644\u0649 \u062b\u0644\u0627\u062b\u0629 \u0623\u0646\u0648\u0627\u0639 \u0631\u0626\u064a\u0633\u064a\u0629:<\/p>\n\n\n\n<p>&#8211; <strong>\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629:<\/strong> \u0648\u0647\u064a \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627.<\/p>\n\n\n\n<p>&#8211; <strong>\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629:<\/strong> \u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629.<\/p>\n\n\n\n<p>&#8211;<strong> \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629:<\/strong> \u0627\u0644\u0645\u0647\u0627\u0631\u0627\u062a \u0627\u0644\u0644\u0627\u0632\u0645\u0629 \u0644\u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u064a\u0648\u0645\u064a\u0629 \u0628\u0643\u0641\u0627\u0621\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-3-\u0627\u0644\u0647\u064a\u0643\u0644-\u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\">2.3 \u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a<\/h3>\n\n\n\n<p>\u064a\u0644\u0639\u0628 \u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u062f\u0648\u0631\u064b\u0627 \u0645\u0647\u0645\u064b\u0627 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0643\u064a\u0641\u064a\u0629 \u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u064a\u0634\u064a\u0631 \u0631\u064a\u062f \u0648\u0628\u064a\u0631\u062f \u0625\u0644\u0649 \u0623\u0646 &#8220;\u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0627\u0644\u0645\u0631\u0646 \u064a\u0633\u0647\u0644 \u062a\u062f\u0641\u0642 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0648\u0633\u0631\u0639\u0629 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629&#8221; (Reed &amp; Baird, 2019, p. 215). \u0643\u0645\u0627 \u0623\u0646 \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0648\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u062a\u0628\u0627\u062f\u0644\u064a\u0629\u060c \u062d\u064a\u062b \u064a\u062c\u0628 \u0623\u0646 \u064a\u062a\u0643\u064a\u0641 \u0627\u0644\u0647\u064a\u0643\u0644 \u0645\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0645\u062e\u062a\u0627\u0631\u0629 \u0644\u0636\u0645\u0627\u0646 \u0627\u0644\u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u0641\u0639\u0627\u0644.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-4-\u0627\u0644\u062b\u0642\u0627\u0641\u0629-\u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629\">2.4 \u0627\u0644\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629<\/h3>\n\n\n\n<p>\u062a\u0624\u062b\u0631 \u0627\u0644\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0639\u0644\u0649 \u0646\u0647\u062c \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u064a\u0624\u0643\u062f \u062f\u0627\u0645\u064a\u0631 \u0623\u0646 &#8220;\u0627\u0644\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 <a href=\"https:\/\/leadmrktblog.com\/en\/%d8%aa%d8%ad%d9%84%d9%8a%d9%84-%d8%a7%d9%84%d8%b9%d9%85%d9%84%d8%a7%d8%a1-%d8%a7%d9%84%d9%85%d8%b3%d8%aa%d9%87%d8%af%d9%81%d9%8a%d9%86\/\">\u0627\u0644\u0639\u0645\u0644\u0627\u0621 <\/a>\u062a\u0639\u0632\u0632 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0648\u062a\u062d\u0633\u0646 \u0627\u0644\u0623\u062f\u0627\u0621&#8221; (Damir, 2025, p. 87). \u0643\u0645\u0627 \u0623\u0646 \u0627\u0644\u0642\u064a\u0645 \u0648\u0627\u0644\u0645\u0639\u062a\u0642\u062f\u0627\u062a \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u062a\u0634\u0643\u0644 \u0627\u0644\u0623\u0633\u0627\u0633 \u0644\u0635\u0646\u0639 \u0627\u0644\u0642\u0631\u0627\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u062d\u064a\u062b \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u062a\u0641\u0633\u064a\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0648\u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-1024x574.webp\" alt=\"\u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a\u0629: \u0623\u062f\u0648\u0627\u062a \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 SWOT\u060c \u0648\u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629\u060c \u0648VRIO\u060c \u0648McKinsey 7S\" class=\"wp-image-3948\" style=\"width:932px;height:auto\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-1024x574.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-300x168.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-768x431.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-18x10.webp 18w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629.webp 1312w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a\u0629: \u0623\u062f\u0648\u0627\u062a \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 SWOT\u060c \u0648\u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629\u060c \u0648VRIO\u060c \u0648McKinsey 7S<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-\u0623\u0637\u0631-\u0648\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\">3. \u0623\u0637\u0631 \u0648\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629<\/h2>\n\n\n\n<p>\u064a\u0639\u062f \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0639\u0646\u0635\u0631\u064b\u0627 \u0623\u0633\u0627\u0633\u064a\u064b\u0627 \u0641\u064a \u0639\u0645\u0644\u064a\u0629 \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. \u0644\u062a\u062d\u0642\u064a\u0642 \u0647\u0630\u0627 \u0627\u0644\u0647\u062f\u0641\u060c \u064a\u0633\u062a\u062e\u062f\u0645 \u0627\u0644\u0645\u0633\u0648\u0642\u0648\u0646 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u062a\u0646\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0623\u0637\u0631 \u0648\u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0633\u0627\u0639\u062f \u0641\u064a \u0641\u0647\u0645 \u0648\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629. \u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u0646\u0633\u062a\u0639\u0631\u0636 \u0623\u0628\u0631\u0632 \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0648\u0643\u064a\u0641\u064a\u0629 \u062a\u0637\u0628\u064a\u0642\u0647\u0627 \u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-1-\u062a\u062d\u0644\u064a\u0644-swot\">3.1 \u062a\u062d\u0644\u064a\u0644 SWOT<\/h3>\n\n\n\n<p>\u064a\u0639\u062f \u062a\u062d\u0644\u064a\u0644 SWOT \u0645\u0646 \u0623\u0643\u062b\u0631 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0634\u064a\u0648\u0639\u064b\u0627 \u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a. \u064a\u0631\u0643\u0632 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u0625\u0644\u0649 \u062c\u0627\u0646\u0628 \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u060c \u062a\u0643\u062a\u0633\u0628 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0623\u0647\u0645\u064a\u0629 \u062e\u0627\u0635\u0629. \u064a\u0634\u064a\u0631 \u0623\u0644\u0633\u0645 \u0625\u0644\u0649 \u0623\u0646 &#8220;\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u062a\u0645\u062b\u0644 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0645\u0646\u062d \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0628\u064a\u0646\u0645\u0627 \u062a\u0634\u064a\u0631 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0625\u0644\u0649 \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u062a\u062d\u0633\u064a\u0646&#8221; (Alsem, 2024, p. 86).<\/p>\n\n\n\n<p>\u0644\u062a\u0637\u0628\u064a\u0642 SWOT \u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0645\u062b\u0644 \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0648\u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0648\u0643\u0641\u0627\u0621\u0629 \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639. \u064a\u0624\u0643\u062f \u062f\u064a\u0627\u0632 \u0623\u0646 &#8220;\u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u0634\u0643\u0644 \u0623\u0643\u062b\u0631 \u0641\u0639\u0627\u0644\u064a\u0629&#8221; (Diasz, 2013, p. 87).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-2-\u062a\u062d\u0644\u064a\u0644-\u0633\u0644\u0633\u0644\u0629-\u0627\u0644\u0642\u064a\u0645\u0629\">3.2 \u062a\u062d\u0644\u064a\u0644 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629<\/h3>\n\n\n\n<p>\u0637\u0648\u0631 \u0645\u0627\u064a\u0643\u0644 \u0628\u0648\u0631\u062a\u0631 \u0645\u0641\u0647\u0648\u0645 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629 \u0643\u0623\u062f\u0627\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0648\u062a\u062d\u062f\u064a\u062f \u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629. \u062a\u062a\u0643\u0648\u0646 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629 \u0645\u0646 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0648\u0627\u0644\u062f\u0627\u0639\u0645\u0629 \u0627\u0644\u062a\u064a \u062a\u0636\u064a\u0641 \u0642\u064a\u0645\u0629 \u0644\u0644\u0645\u0646\u062a\u062c \u0627\u0644\u0646\u0647\u0627\u0626\u064a. \u064a\u0634\u064a\u0631 \u0645\u0648\u0631\u0627\u062f\u064a\u0627\u0646 \u0648\u0632\u0645\u0644\u0627\u0624\u0647 \u0625\u0644\u0649 \u0623\u0646 &#8220;\u062a\u062d\u0644\u064a\u0644 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u0641\u064a \u0641\u0647\u0645 \u0643\u064a\u0641\u064a\u0629 \u0645\u0633\u0627\u0647\u0645\u0629 \u0643\u0644 \u0646\u0634\u0627\u0637 \u0641\u064a \u062e\u0644\u0642 \u0627\u0644\u0642\u064a\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621&#8221; (Mooradian et al., 2014, p. 297).<\/p>\n\n\n\n<p>\u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u064a\u0645\u0643\u0646 \u062a\u0637\u0628\u064a\u0642 \u062a\u062d\u0644\u064a\u0644 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629 \u0639\u0644\u0649 \u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0645\u062b\u0644 \u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0648\u0627\u0644\u062a\u0633\u0639\u064a\u0631\u060c \u0648\u0627\u0644\u062a\u0631\u0648\u064a\u062c\u060c \u0648\u0627\u0644\u062a\u0648\u0632\u064a\u0639. \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \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 \u062a\u062d\u0633\u064a\u0646\u0647\u0627 \u0644\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0642\u062f\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-3-\u0625\u0637\u0627\u0631-vrio\">3.3 \u0625\u0637\u0627\u0631 VRIO<\/h3>\n\n\n\n<p>\u064a\u0639\u062f \u0625\u0637\u0627\u0631 VRIO \u0623\u062f\u0627\u0629 \u0642\u064a\u0645\u0629 \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629. \u064a\u062a\u0643\u0648\u0646 \u0627\u0644\u0625\u0637\u0627\u0631 \u0645\u0646 \u0623\u0631\u0628\u0639\u0629 \u0623\u0628\u0639\u0627\u062f: \u0627\u0644\u0642\u064a\u0645\u0629 (Value)\u060c \u0627\u0644\u0646\u062f\u0631\u0629 (Rarity)\u060c \u0635\u0639\u0648\u0628\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f (Imitability)\u060c \u0648\u0627\u0644\u062a\u0646\u0638\u064a\u0645 (Organization). \u064a\u0634\u0631\u062d \u0631\u064a\u062f \u0648\u0628\u064a\u0631\u062f \u0623\u0646 &#8220;VRIO \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0645\u0627 \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u062a\u0634\u0643\u0644 \u0645\u0635\u062f\u0631\u064b\u0627 \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629&#8221; (Reed &amp; Baird, 2019, p. 218).<\/p>\n\n\n\n<p>\u0644\u0627\u0633\u062a\u062e\u062f\u0627\u0645 VRIO \u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u064a\u0645\u0643\u0646 \u062a\u0637\u0628\u064a\u0642\u0647 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u062b\u0644 \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0648\u0642\u0627\u0639\u062f\u0629 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0645\u0647\u0627\u0631\u0627\u062a \u0641\u0631\u064a\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062a\u064a \u062a\u0644\u0628\u064a \u062c\u0645\u064a\u0639 \u0645\u0639\u0627\u064a\u064a\u0631 VRIO \u062a\u0639\u062a\u0628\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0642\u062f \u062a\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064b\u0627 \u0644\u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-4-\u0646\u0645\u0648\u0630\u062c-mckinsey-7s\">3.4 \u0646\u0645\u0648\u0630\u062c McKinsey 7S<\/h3>\n\n\n\n<p>\u064a\u0642\u062f\u0645 \u0646\u0645\u0648\u0630\u062c McKinsey 7S \u0625\u0637\u0627\u0631\u064b\u0627 \u0634\u0627\u0645\u0644\u0627\u064b \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0646\u0638\u0645\u0629. \u064a\u062a\u0643\u0648\u0646 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0645\u0646 \u0633\u0628\u0639\u0629 \u0639\u0646\u0627\u0635\u0631: \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (Strategy)\u060c \u0627\u0644\u0647\u064a\u0643\u0644 (Structure)\u060c \u0627\u0644\u0623\u0646\u0638\u0645\u0629 (Systems)\u060c \u0627\u0644\u0623\u0633\u0644\u0648\u0628 (Style)\u060c \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646 (Staff)\u060c \u0627\u0644\u0645\u0647\u0627\u0631\u0627\u062a (Skills)\u060c \u0648\u0627\u0644\u0642\u064a\u0645 \u0627\u0644\u0645\u0634\u062a\u0631\u0643\u0629 (Shared Values).<\/p>\n\n\n\n<p>\u064a\u0634\u064a\u0631 \u062f\u0631\u0648\u0645\u0648\u0646\u062f \u0648\u0632\u0645\u0644\u0627\u0624\u0647 \u0625\u0644\u0649 \u0623\u0646 &#8220;\u0646\u0645\u0648\u0630\u062c 7S \u064a\u0648\u0641\u0631 \u0646\u0638\u0631\u0629 \u0634\u0627\u0645\u0644\u0629 \u0644\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629&#8221; (Drummond et al., 2008, p. 106). \u0639\u0646\u062f \u062a\u0637\u0628\u064a\u0642 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u062a\u0642\u064a\u064a\u0645 \u0643\u064a\u0641\u064a\u0629 \u062a\u0623\u062b\u064a\u0631 \u0643\u0644 \u0639\u0646\u0635\u0631 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u062f\u0631\u0627\u0633\u0629 \u0643\u064a\u0641\u064a\u0629 \u062f\u0639\u0645 \u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0623\u0648 \u0643\u064a\u0641 \u062a\u0624\u062b\u0631 \u0627\u0644\u0642\u064a\u0645 \u0627\u0644\u0645\u0634\u062a\u0631\u0643\u0629 \u0639\u0644\u0649 \u062b\u0642\u0627\u0641\u0629 \u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-\u0639\u0645\u0644\u064a\u0629-\u0625\u062c\u0631\u0627\u0621-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u062a\u0633\u0648\u064a\u0642\">4. \u0639\u0645\u0644\u064a\u0629 \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642<\/h2>\n\n\n\n<p>\u064a\u0639\u062f \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0645\u0644\u064a\u0629 \u062d\u064a\u0648\u064a\u0629 \u062a\u0645\u0643\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u0641\u0647\u0645 \u0642\u062f\u0631\u0627\u062a\u0647\u0627 \u0648\u062a\u062d\u062f\u064a\u062f \u0645\u0648\u0627\u0637\u0646 \u0642\u0648\u062a\u0647\u0627 \u0648\u0636\u0639\u0641\u0647\u0627 \u0641\u064a \u0627\u0644\u0633\u0648\u0642. \u0647\u0630\u0647 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u062a\u062a\u0637\u0644\u0628 \u0646\u0647\u062c\u064b\u0627 \u0645\u0646\u0647\u062c\u064a\u064b\u0627 \u0648\u062f\u0642\u064a\u0642\u064b\u0627 \u0644\u0636\u0645\u0627\u0646 \u0634\u0645\u0648\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u0641\u0639\u0627\u0644\u064a\u062a\u0647 \u0641\u064a \u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-1-\u062a\u062d\u062f\u064a\u062f-\u0627\u0644\u0645\u0648\u0627\u0631\u062f-\u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\">4.1 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629<\/h3>\n\n\n\n<p>\u062a\u0628\u062f\u0623 \u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0628\u062a\u062d\u062f\u064a\u062f \u0648\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629. \u064a\u0634\u064a\u0631 \u0623\u0644\u0633\u0645 \u0625\u0644\u0649 \u0623\u0646 &#8220;\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u062a\u0634\u0645\u0644 \u0627\u0644\u0623\u0635\u0648\u0644 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0645\u062b\u0644 \u0627\u0644\u0645\u064a\u0632\u0627\u0646\u064a\u0627\u062a \u0648\u0627\u0644\u0645\u0639\u062f\u0627\u062a\u060c \u0648\u0627\u0644\u0623\u0635\u0648\u0644 \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0645\u062b\u0644 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0642\u0648\u0627\u0639\u062f \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621&#8221; (Alsem, 2024, p. 94). \u0645\u0646 \u0627\u0644\u0645\u0647\u0645 \u0625\u062c\u0631\u0627\u0621 \u062c\u0631\u062f \u0634\u0627\u0645\u0644 \u0644\u0647\u0630\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0644\u0641\u0647\u0645 \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0630\u064a \u062a\u0628\u0646\u064a \u0639\u0644\u064a\u0647 \u0627\u0644\u0634\u0631\u0643\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629.<\/p>\n\n\n\n<p>\u0641\u064a\u0645\u0627 \u064a\u062a\u0639\u0644\u0642 \u0628\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\u060c \u064a\u0624\u0643\u062f \u0645\u0648\u0631\u0627\u062f\u064a\u0627\u0646 \u0648\u0632\u0645\u0644\u0627\u0624\u0647 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 &#8220;\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0647\u0627\u0631\u0627\u062a \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0645\u0643\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0628\u0641\u0639\u0627\u0644\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629&#8221; (Mooradian et al., 2014, p. 299). \u0647\u0630\u0627 \u0642\u062f \u064a\u0634\u0645\u0644 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0625\u062c\u0631\u0627\u0621 \u0628\u062d\u0648\u062b \u0627\u0644\u0633\u0648\u0642\u060c \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0648\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-2-\u062a\u0642\u064a\u064a\u0645-\u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a-\u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\">4.2 \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629<\/h3>\n\n\n\n<p>\u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0647\u064a \u062a\u0644\u0643 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627 \u0648\u062a\u0648\u0641\u0631 \u0642\u064a\u0645\u0629 \u0627\u0633\u062a\u062b\u0646\u0627\u0626\u064a\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621. \u064a\u0639\u0631\u0641 \u0628\u0631\u0648\u0643\u062a\u0648\u0631 \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0628\u0623\u0646\u0647\u0627 &#8220;\u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0647\u0627\u0631\u0627\u062a \u0648\u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0645\u0643\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0646 \u062a\u0642\u062f\u064a\u0645 \u0645\u0646\u0641\u0639\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621&#8221; (Proctor, 2000, p. 110). \u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0642\u062f \u062a\u0634\u0645\u0644 \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0641\u064a \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0623\u0648 \u0627\u0644\u062a\u0645\u064a\u0632 \u0641\u064a \u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0623\u0648 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0641\u064a \u0625\u062f\u0627\u0631\u0629 \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639.<\/p>\n\n\n\n<p>\u0644\u062a\u062d\u062f\u064a\u062f \u0648\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\u060c \u064a\u0642\u062a\u0631\u062d \u0631\u064a\u062f \u0648\u0628\u064a\u0631\u062f \u0627\u0633\u062a\u062e\u062f\u0627\u0645 &#8220;\u062a\u062d\u0644\u064a\u0644 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629 \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u064a \u062a\u0636\u064a\u0641 \u0642\u064a\u0645\u0629 \u0641\u0631\u064a\u062f\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621&#8221; (Reed &amp; Baird, 2019, p. 220). \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u0641\u0647\u0645 \u0643\u064a\u0641\u064a\u0629 \u062f\u0639\u0645 \u0647\u0630\u0647 \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0634\u0627\u0645\u0644\u0629 \u0644\u0644\u0634\u0631\u0643\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-3-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0623\u062f\u0627\u0621-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a-\u0627\u0644\u062d\u0627\u0644\u064a\">4.3 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062d\u0627\u0644\u064a<\/h3>\n\n\n\n<p>\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062d\u0627\u0644\u064a \u0647\u0648 \u062e\u0637\u0648\u0629 \u062d\u0627\u0633\u0645\u0629 \u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a. \u064a\u0634\u062f\u062f \u062f\u0627\u0645\u064a\u0631 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 &#8220;\u0645\u0631\u0627\u062c\u0639\u0629 \u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 (KPIs) \u0644\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0645\u062b\u0644 \u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u060c \u0648\u0645\u0639\u062f\u0644\u0627\u062a \u0646\u0645\u0648 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a\u060c \u0648\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621&#8221; (Damir, 2025, p. 89). \u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u062a\u0648\u0641\u0631 \u0646\u0638\u0631\u0629 \u0645\u0648\u0636\u0648\u0639\u064a\u0629 \u0639\u0644\u0649 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062c\u0647\u0648\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062d\u0627\u0644\u064a\u0629.<\/p>\n\n\n\n<p>\u0645\u0646 \u062e\u0644\u0627\u0644 \u0645\u0642\u0627\u0631\u0646\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062d\u0627\u0644\u064a \u0628\u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u062c\u0648\u0627\u062a \u0641\u064a \u0627\u0644\u0623\u062f\u0627\u0621. \u064a\u0642\u062a\u0631\u062d \u062f\u0631\u0648\u0645\u0648\u0646\u062f \u0648\u0632\u0645\u0644\u0627\u0624\u0647 &#8220;\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0641\u062c\u0648\u0629 \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u062a\u062d\u0633\u064a\u0646 \u0648\u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0646\u062d\u0648\u0647\u0627&#8221; (Drummond et al., 2008, p. 108).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-4-\u062a\u062d\u062f\u064a\u062f-\u0646\u0642\u0627\u0637-\u0627\u0644\u0642\u0648\u0629-\u0648\u0627\u0644\u0636\u0639\u0641-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\">4.4 \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629<\/h3>\n\n\n\n<p>\u0627\u0644\u062e\u0637\u0648\u0629 \u0627\u0644\u0646\u0647\u0627\u0626\u064a\u0629 \u0641\u064a \u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0647\u064a \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0625\u0644\u0649 \u0646\u0642\u0627\u0637 \u0642\u0648\u0629 \u0648\u0636\u0639\u0641. \u064a\u0624\u0643\u062f \u062f\u064a\u0627\u0632 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 &#8220;\u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0646\u0633\u0628\u064a \u0644\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u0642\u0627\u0631\u0646\u0629 \u0628\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u064a\u0646&#8221; (Diasz, 2013, p. 88). \u0647\u0630\u0627 \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0642\u0627\u0631\u0646 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u0629 \u0641\u064a \u0645\u062c\u0627\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642.<\/p>\n\n\n\n<p>\u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0625\u0637\u0627\u0631 VRIO. \u064a\u0634\u0631\u062d \u0623\u0644\u0633\u0645 \u0623\u0646 &#8220;\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0644\u0628\u064a \u0645\u0639\u0627\u064a\u064a\u0631 \u0627\u0644\u0642\u064a\u0645\u0629 \u0648\u0627\u0644\u0646\u062f\u0631\u0629 \u0648\u0635\u0639\u0648\u0628\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f \u0648\u0627\u0644\u062a\u0646\u0638\u064a\u0645 \u062a\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064b\u0627 \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629&#8221; (Alsem, 2024, p. 97).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5-\u0627\u0644\u062a\u0643\u0627\u0645\u0644-\u0628\u064a\u0646-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a-\u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062e\u0627\u0631\u062c\u064a-\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u0634\u0631\u0643\u0629\">5. \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0628\u064a\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a \u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0634\u0631\u0643\u0629<\/h2>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645\u060c \u062a\u0639\u062f \u0639\u0645\u0644\u064a\u0629 \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u062e\u0637\u0648\u0629 \u062d\u0627\u0633\u0645\u0629 \u0641\u064a \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u062f\u0642\u064a\u0642 \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0648\u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062d\u0627\u0644\u064a\u060c \u0648\u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u0646\u0627\u0621 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0642\u0648\u064a\u0629 \u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0642\u062f\u0631\u0627\u062a\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0648\u062a\u0639\u0627\u0644\u062c \u0646\u0642\u0627\u0637 \u0636\u0639\u0641\u0647\u0627 \u0628\u0641\u0639\u0627\u0644\u064a\u0629. \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0627\u0644\u0634\u0627\u0645\u0644 \u064a\u0636\u0645\u0646 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u062a\u0646\u0627\u063a\u0645\u0629 \u0645\u0639 \u0627\u0644\u0648\u0627\u0642\u0639 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0644\u0634\u0631\u0643\u0629\u060c \u0645\u0645\u0627 \u064a\u0632\u064a\u062f \u0645\u0646 \u0641\u0631\u0635 \u0646\u062c\u0627\u062d\u0647\u0627 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-1-\u0623\u0647\u0645\u064a\u0629-\u0627\u0644\u062a\u0643\u0627\u0645\u0644-\u0628\u064a\u0646-\u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a\u0646\">5.1 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0628\u064a\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a\u0646<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0634\u0631\u062d-\u0643\u064a\u0641\u064a\u0629-\u062a\u0643\u0627\u0645\u0644-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a-\u0645\u0639-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062e\u0627\u0631\u062c\u064a\">\u0634\u0631\u062d \u0643\u064a\u0641\u064a\u0629 \u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0645\u0639 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a<\/h4>\n\n\n\n<p>\u064a\u062a\u062d\u0642\u0642 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0628\u064a\u0646 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648<a href=\"https:\/\/leadmrktblog.com\/en\/%d8%aa%d8%ad%d9%84%d9%8a%d9%84-%d8%a7%d9%84%d8%a8%d9%8a%d8%a6%d8%a9-%d8%a7%d9%84%d8%ae%d8%a7%d8%b1%d8%ac%d9%8a%d8%a9-%d9%84%d9%84%d8%b4%d8%b1%d9%83%d8%a9\/\">\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/a> \u0645\u0646 \u062e\u0644\u0627\u0644 \u0639\u062f\u0629 \u062e\u0637\u0648\u0627\u062a \u0623\u0633\u0627\u0633\u064a\u0629:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong>: \u064a\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0623\u062f\u0627\u0629 \u0641\u0639\u0627\u0644\u0629 \u0644\u062f\u0645\u062c \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a. \u064a\u0648\u0641\u0631 \u062a\u062d\u0644\u064a\u0644 SWOT \u0625\u0637\u0627\u0631\u064b\u0627 \u0645\u0646\u0647\u062c\u064a\u064b\u0627 \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0648\u0636\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0644\u0634\u0631\u0643\u0629 \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u062e\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0645\u0646\u0627\u0633\u0628\u0629 (Alsem, 2024, p. 107).<\/li>\n\n\n\n<li><strong>\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u062a\u0648\u0627\u0641\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/strong>: \u064a\u062a\u0645 \u0631\u0628\u0637 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0645\u0639 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u064a\u0639\u062f \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0648\u0627\u0641\u0642 \u0628\u064a\u0646 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0623\u0645\u0631\u0627\u064b \u062d\u064a\u0648\u064a\u0627\u064b \u0644\u062a\u062d\u0642\u064a\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629 (Reed &amp; Baird, 2019, p. 295).<\/li>\n\n\n\n<li><strong>\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0641\u062c\u0648\u0627\u062a<\/strong>: \u064a\u062a\u0645 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u062c\u0648\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0644\u0644\u0633\u0648\u0642. \u064a\u0633\u0627\u0639\u062f \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0641\u062c\u0648\u0629 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u062a\u0637\u0648\u064a\u0631 \u0648\u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0646\u062d\u0648\u0647\u0627 (Proctor, 2000, p. 91).<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0641\u0648\u0627\u0626\u062f-\u0627\u0644\u0646\u0638\u0631\u0629-\u0627\u0644\u0634\u0627\u0645\u0644\u0629-\u0644\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\">\u0641\u0648\u0627\u0626\u062f \u0627\u0644\u0646\u0638\u0631\u0629 \u0627\u0644\u0634\u0627\u0645\u0644\u0629 \u0644\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/h4>\n\n\n\n<p>\u062a\u0642\u062f\u0645 \u0627\u0644\u0646\u0638\u0631\u0629 \u0627\u0644\u0634\u0627\u0645\u0644\u0629 \u0639\u062f\u0629 \u0641\u0648\u0627\u0626\u062f \u062c\u0648\u0647\u0631\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u0633\u064a\u0646 \u062c\u0648\u062f\u0629 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a<\/strong>: \u062a\u0648\u0641\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0634\u0627\u0645\u0644\u0629 \u0623\u0633\u0627\u0633\u064b\u0627 \u0645\u062a\u064a\u0646\u064b\u0627 \u0644\u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0631\u0635\u064a\u0646\u0629 (Mooradian et al.,  2014, p. 90).<\/li>\n\n\n\n<li>\u062a\u062d\u062f\u064a\u062f <a href=\"https:\/\/leadmrktblog.com\/en\/%d9%85%d9%81%d9%87%d9%88%d9%85-%d8%a7%d9%84%d9%85%d9%8a%d8%b2%d8%a9-%d8%a7%d9%84%d8%aa%d9%86%d8%a7%d9%81%d8%b3%d9%8a%d8%a9\/\">\u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629<\/a><\/li>\n\n\n\n<li><strong>\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0643\u0641\u0627\u0621\u0629<\/strong>: \u0641\u0647\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0646\u062d\u0648 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0623\u0643\u062b\u0631 \u0648\u0627\u0639\u062f\u0629 (Drummond et al. 2008, p. 76).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/strong>: \u064a\u0645\u0643\u0651\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0634\u0627\u0645\u0644 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0645\u0646 \u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0647\u0627 \u0628\u0633\u0631\u0639\u0629 \u0648\u0641\u0639\u0627\u0644\u064a\u0629 (Alsem, 2024, p. 13).<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-2-\u0627\u0633\u062a\u062e\u062f\u0627\u0645-\u0646\u062a\u0627\u0626\u062c-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0641\u064a-\u0635\u064a\u0627\u063a\u0629-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">5.2 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0641\u064a \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0643\u064a\u0641\u064a\u0629-\u0627\u0633\u062a\u062e\u062f\u0627\u0645-\u0646\u062a\u0627\u0626\u062c-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a-\u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a-\u0644\u062a\u0637\u0648\u064a\u0631-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a-\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0641\u0639\u0627\u0644\u0629\">\u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u0639\u0627\u0644\u0629<\/h4>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u0639\u0627\u0644\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629<\/strong>: \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0641\u0647\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 <a href=\"https:\/\/leadmrktblog.com\/en\/%d8%aa%d8%ad%d9%84%d9%8a%d9%84-%d8%a7%d9%84%d8%b9%d9%85%d9%84%d8%a7%d8%a1-%d8%a7%d9%84%d9%85%d8%b3%d8%aa%d9%87%d8%af%d9%81%d9%8a%d9%86\/\">\u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0623\u0643\u062b\u0631 \u062c\u0627\u0630\u0628\u064a\u0629<\/a> \u0648\u0627\u0644\u062a\u064a \u062a\u062a\u0646\u0627\u0633\u0628 \u0645\u0639 \u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (Mooradian et al. 2014, p. 136).<\/li>\n\n\n\n<li><strong>\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong>: \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0634\u0643\u0644 \u0645\u062a\u0645\u064a\u0632 (Mooradian et al.  2014, p. 137).<\/li>\n\n\n\n<li><strong>\u062a\u062d\u062f\u064a\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0639\u064a\u0631<\/strong>: \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0641\u0647\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u062f\u0631\u0643\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0627\u0644\u0645\u062b\u0644\u0649 (Proctor, 2000, p. 109).<\/li>\n\n\n\n<li><strong>\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0631\u0648\u064a\u062c<\/strong>: \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0641\u0647\u0645 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0648\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u062a\u0635\u0645\u064a\u0645 \u062d\u0645\u0644\u0627\u062a \u062a\u0631\u0648\u064a\u062c\u064a\u0629 \u0645\u0624\u062b\u0631\u0629 (Proctor, 2000, p. 108).<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u062a\u062d\u062f\u064a\u062f-\u0627\u0644\u0641\u0631\u0635-\u0627\u0644\u0633\u0648\u0642\u064a\u0629-\u0627\u0644\u062a\u064a-\u062a\u062a\u0646\u0627\u0633\u0628-\u0645\u0639-\u0646\u0642\u0627\u0637-\u0627\u0644\u0642\u0648\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\">\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u062a\u0646\u0627\u0633\u0628 \u0645\u0639 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629<\/h4>\n\n\n\n<p>\u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0627\u0644\u0645\u062a\u0648\u0627\u0641\u0642\u0629 \u0645\u0639 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u064a\u0645\u0643\u0646 \u0627\u062a\u0628\u0627\u0639 \u0627\u0644\u062e\u0637\u0648\u0627\u062a \u0627\u0644\u062a\u0627\u0644\u064a\u0629:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629<\/strong>: \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064b\u0627 \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Alsem, 2024, p. 38).<\/li>\n\n\n\n<li><strong>\u062a\u062d\u0644\u064a\u0644 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642<\/strong>: \u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 (Mooradian et al.  2014, p. 5).<\/li>\n\n\n\n<li><strong>\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0641\u062c\u0648\u0627\u062a \u0641\u064a \u0627\u0644\u0633\u0648\u0642<\/strong>: \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0628\u0627\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u062a\u0644\u0628\u064a\u062a\u0647\u0627 \u0628\u0643\u0641\u0627\u0621\u0629 (Drummond et al.  2008, pp. 71-73).<\/li>\n\n\n\n<li><strong><\/strong><a href=\"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\/\">\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629:<\/a> \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0623\u0646 \u062a\u062a\u0641\u0648\u0642 \u0641\u064a\u0647\u0627 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0646\u0642\u0627\u0637 \u0642\u0648\u062a\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 (Reed &amp; Baird, 2019, p. 115).<\/li>\n<\/ol>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645\u060c \u064a\u0634\u0643\u0644 \u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0645\u0639 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a \u0639\u0645\u0644\u064a\u0629 \u0645\u062d\u0648\u0631\u064a\u0629 \u0641\u064a \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. \u0647\u0630\u0627 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u064a\u0631\u0633\u064a \u0627\u0644\u0623\u0633\u0627\u0633 \u0644\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\u0627\u0644\u0629 \u062a\u0633\u062a\u062b\u0645\u0631 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u062a\u0633\u062a\u063a\u0644 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0627\u0644\u0645\u062a\u0627\u062d\u0629\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u0627\u0644\u0645\u0648\u0642\u0641 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0648\u064a\u0636\u0645\u0646 \u0646\u0645\u0648\u0647\u0627 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-1024x574.webp\" alt=\"\u062d\u0644 \u0627\u0644\u0645\u0634\u0643\u0644\u0627\u062a: \u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0641\u064a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629\" class=\"wp-image-3947\" style=\"width:950px\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-1024x574.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-300x168.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-768x431.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-18x10.webp 18w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629.webp 1312w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u062d\u0644 \u0627\u0644\u0645\u0634\u0643\u0644\u0627\u062a: \u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0641\u064a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"6-\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0648\u0643\u064a\u0641\u064a\u0629-\u0627\u0644\u062a\u063a\u0644\u0628-\u0639\u0644\u064a\u0647\u0627\">6. \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0643\u064a\u0641\u064a\u0629 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u064a\u0647\u0627<\/h2>\n\n\n\n<p>\u064a\u0648\u0627\u062c\u0647 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0639\u062f\u0629 \u062a\u062d\u062f\u064a\u0627\u062a \u0642\u062f \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u062f\u0642\u0629 \u0648\u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644. \u0633\u0646\u0646\u0627\u0642\u0634 \u0647\u0646\u0627 \u0623\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0642\u062a\u0631\u062d\u0629 \u0644\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u064a\u0647\u0627.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-1-\u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a-\u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629-\u0641\u064a-\u0627\u0644\u062a\u0642\u064a\u064a\u0645-\u0627\u0644\u0630\u0627\u062a\u064a\"> 6.1 \u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0641\u064a \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0630\u0627\u062a\u064a<\/h3>\n\n\n\n<p>\u062a\u0639\u062f \u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a \u0641\u064a \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0630\u0627\u062a\u064a \u0645\u0646 \u0623\u0628\u0631\u0632 \u0627\u0644\u0639\u0642\u0628\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0648\u0627\u062c\u0647 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0639\u0646\u062f \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u062f\u0627\u062e\u0644\u064a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"6-1-1-\u0623\u0646\u0648\u0627\u0639-\u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a-\u0627\u0644\u0634\u0627\u0626\u0639\u0629\">6.1.1 \u0623\u0646\u0648\u0627\u0639 \u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a \u0627\u0644\u0634\u0627\u0626\u0639\u0629<\/h4>\n\n\n\n<p><strong>1. \u0627\u0644\u062a\u062d\u064a\u0632 \u0627\u0644\u062a\u0623\u0643\u064a\u062f\u064a:<\/strong> \u064a\u0645\u064a\u0644 \u0627\u0644\u0623\u0641\u0631\u0627\u062f \u0625\u0644\u0649 \u0627\u0644\u0628\u062d\u062b \u0639\u0646 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062f\u0639\u0645 \u0648\u062c\u0647\u0627\u062a \u0646\u0638\u0631\u0647\u0645 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0648\u062a\u062c\u0627\u0647\u0644 \u0645\u0627 \u064a\u062a\u0639\u0627\u0631\u0636 \u0645\u0639\u0647\u0627. \u0642\u062f \u064a\u0624\u062f\u064a \u0647\u0630\u0627 \u0625\u0644\u0649 \u062a\u062c\u0627\u0647\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u0647\u0627\u0645\u0629 \u0641\u064a \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (Alsem, 2024, p. 107).<\/p>\n\n\n\n<p><strong>2. \u062a\u062d\u064a\u0632 \u0627\u0644\u0623\u0639\u0631\u0627\u0641 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629:<\/strong> \u0642\u062f \u064a\u062a\u0623\u062b\u0631 \u0627\u0644\u0623\u0641\u0631\u0627\u062f \u0628\u0622\u0631\u0627\u0621 \u0632\u0645\u0644\u0627\u0626\u0647\u0645 \u0623\u0648 \u0639\u0627\u062f\u0627\u062a \u0627\u0644\u0641\u0631\u064a\u0642 \u0641\u064a \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0623\u062f\u0627\u0621. \u0647\u0630\u0627 \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u062a\u0642\u064a\u064a\u0645\u0627\u062a \u063a\u064a\u0631 \u062f\u0642\u064a\u0642\u0629 \u0644\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 (Drummond et al., 2008, p. 76).<\/p>\n\n\n\n<p><strong>3. \u0627\u0644\u062a\u062d\u064a\u0632 \u0641\u064a \u0627\u0644\u0646\u0638\u0631 \u0625\u0644\u0649 \u0627\u0644\u0645\u0627\u0636\u064a<\/strong>: \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0627\u0644\u0645\u0641\u0631\u0637 \u0639\u0644\u0649 \u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0627\u0644\u0633\u0627\u0628\u0642\u0629 \u0641\u064a \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0648\u0636\u0639 \u0627\u0644\u062d\u0627\u0644\u064a \u0642\u062f \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0625\u063a\u0641\u0627\u0644 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 (Mooradian et al., 2014, p. 90).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-2-\u0635\u0639\u0648\u0628\u0627\u062a-\u0642\u064a\u0627\u0633-\u0627\u0644\u0645\u0648\u0627\u0631\u062f-\u063a\u064a\u0631-\u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629\">6.2 \u0635\u0639\u0648\u0628\u0627\u062a \u0642\u064a\u0627\u0633 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629<\/h3>\n\n\n\n<p>\u062a\u0634\u0643\u0644 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0645\u062b\u0644 \u0627\u0644\u0633\u0645\u0639\u0629\u060c \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0648\u0627\u0644\u0645\u0639\u0631\u0641\u0629 \u062a\u062d\u062f\u064a\u064b\u0627 \u0643\u0628\u064a\u0631\u064b\u0627 \u0641\u064a \u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0646\u0638\u0631\u064b\u0627 \u0644\u0635\u0639\u0648\u0628\u0629 \u0642\u064a\u0627\u0633\u0647\u0627 \u0628\u0634\u0643\u0644 \u062f\u0642\u064a\u0642.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"6-2-1-\u0623\u0628\u0631\u0632-\u0627\u0644\u0635\u0639\u0648\u0628\u0627\u062a\"> 6.2.1 \u0623\u0628\u0631\u0632 \u0627\u0644\u0635\u0639\u0648\u0628\u0627\u062a<\/h4>\n\n\n\n<p><strong>1. \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0639\u0627\u062f\u0644\u0629<\/strong>: \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u0641\u062a\u0642\u0631 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0625\u0644\u0649 \u0637\u0631\u0642 \u062f\u0642\u064a\u0642\u0629 \u0644\u062a\u0642\u064a\u064a\u0645\u0647\u0627 (Proctor, 2000, p. 91).<\/p>\n\n\n\n<p><strong>2. \u0639\u062f\u0645 \u0648\u062c\u0648\u062f \u0645\u0639\u0627\u064a\u064a\u0631 \u0645\u0648\u062d\u062f\u0629<\/strong>: \u062a\u0641\u062a\u0642\u0631 \u0627\u0644\u0642\u064a\u0627\u0633\u0627\u062a \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0625\u0644\u0649 \u0645\u0639\u0627\u064a\u064a\u0631 \u0645\u0648\u062d\u062f\u0629\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644 \u0627\u0644\u0645\u0642\u0627\u0631\u0646\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0635\u0639\u0628\u0629 (Reed &amp; Baird, 2019, p. 295).<\/p>\n\n\n\n<p><strong>3. \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0637\u0648\u064a\u0644 \u0627\u0644\u0623\u0645\u062f<\/strong>: \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0645\u062b\u0644 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u062a\u0623\u062e\u0630 \u0648\u0642\u062a\u064b\u0627 \u0644\u0628\u0646\u0627\u0621 \u0627\u0644\u0642\u064a\u0645\u0629\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644 \u0645\u0646 \u0627\u0644\u0635\u0639\u0628 \u0642\u064a\u0627\u0633 \u062a\u0623\u062b\u064a\u0631\u0647\u0627 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0627\u0644\u064a \u0627\u0644\u0641\u0648\u0631\u064a (Damir, 2025, p. 50).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-3-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a-\u0644\u0644\u062a\u063a\u0644\u0628-\u0639\u0644\u0649-\u0647\u0630\u0647-\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a\"> 6.3 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0644\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a<\/h3>\n\n\n\n<p>\u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0645\u0630\u0643\u0648\u0631\u0629 \u0623\u0639\u0644\u0627\u0647\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u062a\u0628\u0646\u064a \u0639\u062f\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0641\u0639\u0627\u0644\u0629:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"6-3-1-\u0627\u0644\u062a\u063a\u0644\u0628-\u0639\u0644\u0649-\u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a-\u0641\u064a-\u0627\u0644\u062a\u0642\u064a\u064a\u0645-\u0627\u0644\u0630\u0627\u062a\u064a\"> 6.3.1 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a \u0641\u064a \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0630\u0627\u062a\u064a<\/h4>\n\n\n\n<p><strong>1. \u062a\u0646\u0641\u064a\u0630 \u0645\u0631\u0627\u062c\u0639\u0627\u062a \u062e\u0627\u0631\u062c\u064a\u0629<\/strong>: \u0627\u0644\u0627\u0633\u062a\u0639\u0627\u0646\u0629 \u0628\u0645\u0631\u0627\u062c\u0639\u064a\u0646 \u062e\u0627\u0631\u062c\u064a\u064a\u0646 \u0623\u0648 \u0645\u0633\u062a\u0634\u0627\u0631\u064a\u0646 \u0645\u062e\u062a\u0635\u064a\u0646 \u064a\u0633\u0627\u0639\u062f \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0648\u062c\u0647\u0629 \u0646\u0638\u0631 \u0645\u062d\u0627\u064a\u062f\u0629 \u0648\u0643\u0634\u0641 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062a\u064a \u0642\u062f \u0644\u0627 \u064a\u0644\u0627\u062d\u0638\u0647\u0627 \u0627\u0644\u0641\u0631\u064a\u0642 \u0627\u0644\u062f\u0627\u062e\u0644\u064a (Alsem, 2024, p. 13).<\/p>\n\n\n\n<p><strong>2. \u062f\u0645\u062c \u0645\u0644\u0627\u062d\u0638\u0627\u062a \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646<\/strong>: \u062c\u0645\u0639 \u0627\u0644\u062a\u0642\u064a\u064a\u0645\u0627\u062a \u0645\u0646 \u0645\u062e\u062a\u0644\u0641 \u0627\u0644\u0645\u0633\u062a\u0648\u064a\u0627\u062a \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u0642\u062f\u064a\u0645 \u0646\u0638\u0631\u0629 \u0634\u0627\u0645\u0644\u0629 \u062d\u0648\u0644 \u0627\u0644\u0623\u062f\u0627\u0621 \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a (Mooradian et al., 2014, p. 136).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"6-3-2-\u062a\u062d\u0633\u064a\u0646-\u0642\u064a\u0627\u0633-\u0627\u0644\u0645\u0648\u0627\u0631\u062f-\u063a\u064a\u0631-\u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629\">6.3.2 \u062a\u062d\u0633\u064a\u0646 \u0642\u064a\u0627\u0633 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629<\/h4>\n\n\n\n<p><strong>1. \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0642\u064a\u0627\u0633 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0636\u0627\u0641\u0629<\/strong>: \u064a\u0645\u0643\u0646 \u0642\u064a\u0627\u0633 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0627\u0644\u064a \u0623\u0648 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Proctor, 2000, p. 109).<\/p>\n\n\n\n<p><strong>2. \u062a\u0637\u0628\u064a\u0642 \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0648\u0627\u0632\u0646\u0629<\/strong>: \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0648\u0627\u0632\u0646\u0629 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u062f\u0627\u0621 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0648\u063a\u064a\u0631 \u0627\u0644\u0645\u0627\u0644\u064a\u0629 (Drummond et al., 2008, p. 71).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"6-3-3-\u062a\u0639\u0632\u064a\u0632-\u0627\u0644\u062b\u0642\u0627\u0641\u0629-\u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629-\u0648\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629-\u0645\u0646-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627\"> 6.3.3 \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627<\/h4>\n\n\n\n<p><strong>1. \u0628\u0646\u0627\u0621 \u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u0627\u0646\u0641\u062a\u0627\u062d<\/strong>: \u0625\u0646\u0634\u0627\u0621 \u0628\u064a\u0626\u0629 \u062a\u0639\u0632\u0632 \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0627\u0644\u0645\u0641\u062a\u0648\u062d \u0648\u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062c\u0646\u0628 \u0627\u0644\u062a\u062d\u064a\u0632\u0627\u062a \u0648\u0627\u0644\u062a\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629 (Reed &amp; Baird, 2019, p. 115).<\/p>\n\n\n\n<p><strong>2.  \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u064a<\/strong>: \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u064a \u0648\u0627\u0644\u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u064a \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0634\u0643\u0644 \u0645\u0648\u0636\u0648\u0639\u064a \u0648\u0639\u0644\u0649 \u0646\u0637\u0627\u0642 \u0623\u0648\u0633\u0639 (Alsem, 2024, p. 38).<\/p>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645\u060c \u064a\u062a\u0637\u0644\u0628 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u062c\u0647\u0648\u062f\u064b\u0627 \u0645\u062a\u0643\u0627\u0645\u0644\u0629 \u062a\u0634\u0645\u0644 \u062a\u0628\u0646\u064a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062a\u0646\u0648\u0639\u0629\u060c \u0645\u0646 \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0627\u062a \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0625\u0644\u0649 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u062d\u062f\u064a\u062b\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0647\u0630\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u062a\u062d\u0633\u064a\u0646 \u062f\u0642\u0629 \u062a\u062d\u0644\u064a\u0644\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u0643\u062b\u0631 \u0641\u0639\u0627\u0644\u064a\u0629.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"7-\u062f\u0648\u0631-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a-\u0641\u064a-\u0642\u064a\u0627\u0633-\u0627\u0644\u0623\u062f\u0627\u0621-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\">7. \u062f\u0648\u0631 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0641\u064a \u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/h2>\n\n\n\n<p>\u064a\u0639\u062f \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0623\u062f\u0627\u0629 \u062d\u064a\u0648\u064a\u0629 \u0644\u0642\u064a\u0627\u0633 \u0648\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0641\u0647\u0645 \u0639\u0645\u064a\u0642 \u0644\u0644\u0642\u062f\u0631\u0627\u062a \u0648\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u062a\u0633\u062a\u0637\u064a\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0623\u0643\u062b\u0631 \u0641\u0639\u0627\u0644\u064a\u0629 \u0648\u0643\u0641\u0627\u0621\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"7-1-\u0627\u0633\u062a\u062e\u062f\u0627\u0645-\u0646\u062a\u0627\u0626\u062c-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a-\u0644\u0648\u0636\u0639-\u0645\u0624\u0634\u0631\u0627\u062a-\u0623\u062f\u0627\u0621-\u0631\u0626\u064a\u0633\u064a\u0629-\u0644\u0644\u062a\u0633\u0648\u064a\u0642\"> 7.1. \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0648\u0636\u0639 \u0645\u0624\u0634\u0631\u0627\u062a \u0623\u062f\u0627\u0621 \u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-\u0645\u0624\u0634\u0631-\u0631\u0636\u0627-\u0627\u0644\u0639\u0645\u0644\u0627\u0621\">1. \u0645\u0624\u0634\u0631 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621:&nbsp;<\/h4>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0645\u0624\u062b\u0631\u0629 \u0639\u0644\u0649 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u0627\u0645\u062a \u0634\u0631\u0643\u0629 \u0633\u062a\u0627\u0631\u0628\u0643\u0633 \u0628\u062a\u062d\u0644\u064a\u0644 \u0628\u064a\u0627\u0646\u0627\u062a \u0639\u0645\u0644\u0627\u0626\u0647\u0627 \u0644\u062a\u062d\u062f\u064a\u062f \u0634\u0631\u0627\u0626\u062d \u0645\u062e\u062a\u0644\u0641\u0629 \u0648\u062a\u0637\u0648\u064a\u0631 \u0645\u0624\u0634\u0631\u0627\u062a \u0623\u062f\u0627\u0621 \u062e\u0627\u0635\u0629 \u0644\u0643\u0644 \u0634\u0631\u064a\u062d\u0629 (Alsem, 2024, p. 107).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-\u0645\u0639\u062f\u0644-\u062a\u062d\u0648\u064a\u0644-\u0627\u0644\u0639\u0645\u0644\u0627\u0621-\u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646\">2. \u0645\u0639\u062f\u0644 \u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646:&nbsp;<\/h4>\n\n\n\n<p>\u064a\u0633\u0627\u0639\u062f \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0641\u064a \u0641\u0647\u0645 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0641\u064a \u0639\u0645\u0644\u064a\u0629 \u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0634\u0631\u0643\u0629 Amazon \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u062a\u062d\u0633\u064a\u0646 \u0645\u0639\u062f\u0644\u0627\u062a \u0627\u0644\u062a\u062d\u0648\u064a\u0644 \u0639\u0628\u0631 \u0645\u0646\u0635\u062a\u0647\u0627 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 (Mooradian et al., 2014, p. 298).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-\u0645\u0639\u062f\u0644-\u0627\u0644\u0627\u062d\u062a\u0641\u0627\u0638-\u0628\u0627\u0644\u0639\u0645\u0644\u0627\u0621\">3. \u0645\u0639\u062f\u0644 \u0627\u0644\u0627\u062d\u062a\u0641\u0627\u0638 \u0628\u0627\u0644\u0639\u0645\u0644\u0627\u0621:&nbsp;<\/h4>\n\n\n\n<p>\u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0644\u064a\u0644 \u0633\u0644\u0648\u0643 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0648\u0636\u0639 \u0645\u0624\u0634\u0631\u0627\u062a \u0644\u0642\u064a\u0627\u0633 \u0645\u0639\u062f\u0644 \u0627\u0644\u0627\u062d\u062a\u0641\u0627\u0638 \u0628\u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0627\u0633\u062a\u062e\u062f\u0645\u062a Netflix \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0644\u062a\u062d\u0633\u064a\u0646 \u062e\u062f\u0645\u0627\u062a\u0647\u0627 \u0648\u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0645\u0634\u062a\u0631\u0643\u064a\u0646 (Reed &amp; Baird, 2019, p. 295).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"4-\u0639\u0627\u0626\u062f-\u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\">4. \u0639\u0627\u0626\u062f \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a:&nbsp;<\/h4>\n\n\n\n<p>\u064a\u0633\u0627\u0639\u062f \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0641\u064a \u062a\u0642\u064a\u064a\u0645 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u0625\u0646\u0641\u0627\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a. \u062a\u0633\u062a\u062e\u062f\u0645 \u0634\u0631\u0643\u0629 Procter &amp; Gamble \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0644\u062a\u0648\u062c\u064a\u0647 \u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644 (Proctor, 2000, p. 91).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"7-2-\u0627\u0633\u062a\u062e\u062f\u0627\u0645-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a-\u0644\u062a\u0639\u062f\u064a\u0644-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629-\u0628\u0634\u0643\u0644-\u0645\u0633\u062a\u0645\u0631\">7.2. \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u062a\u0639\u062f\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u0634\u0643\u0644 \u0645\u0633\u062a\u0645\u0631<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-\u062a\u062d\u0644\u064a\u0644-\u0646\u0642\u0627\u0637-\u0627\u0644\u0642\u0648\u0629-\u0648\u0627\u0644\u0636\u0639\u0641\">1. \u062a\u062d\u0644\u064a\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641:&nbsp;<\/h4>\n\n\n\n<p>\u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0639\u062f\u064a\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0644\u062a\u0639\u0632\u064a\u0632 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0645\u0639\u0627\u0644\u062c\u0629 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641. \u0627\u0633\u062a\u062e\u062f\u0645\u062a Nike \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0644\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0648\u0627\u0644\u062a\u0635\u0645\u064a\u0645 (Drummond et al., 2008, p. 76).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-\u062f\u0645\u062c-\u0645\u0644\u0627\u062d\u0638\u0627\u062a-\u0627\u0644\u0639\u0645\u0644\u0627\u0621\">2. \u062f\u0645\u062c \u0645\u0644\u0627\u062d\u0638\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621:&nbsp;<\/h4>\n\n\n\n<p>\u064a\u0639\u062f \u062c\u0645\u0639 \u0648\u062a\u062d\u0644\u064a\u0644 \u0645\u0644\u0627\u062d\u0638\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0623\u0645\u0631\u064b\u0627 \u062d\u064a\u0648\u064a\u064b\u0627 \u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a. \u062a\u0633\u062a\u062e\u062f\u0645 Apple \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0644\u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627 \u0648\u062a\u062d\u0633\u064a\u0646 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645 (Alsem, 2024, p. 13).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u062a\u0643\u064a\u0641-\u0645\u0639-\u062a\u063a\u064a\u0631\u0627\u062a-\u0627\u0644\u0633\u0648\u0642\">3. \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0633\u0648\u0642:&nbsp;<\/h3>\n\n\n\n<p>\u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0648\u062a\u0639\u062f\u064a\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627. \u0627\u0633\u062a\u062e\u062f\u0645\u062a Coca-Cola \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0644\u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 (Mooradian et al., 2014, p. 136).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"4-\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629-\u0645\u0646-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627\">4. \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627:&nbsp;<\/h4>\n\n\n\n<p>\u062a\u0644\u0639\u0628 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u062f\u0648\u0631\u064b\u0627 \u062d\u0627\u0633\u0645\u064b\u0627 \u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0627\u0644\u0645\u0633\u062a\u0645\u0631. \u062a\u0633\u062a\u062e\u062f\u0645 Google \u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0645\u062a\u0642\u062f\u0645\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u062e\u062f\u0645\u0627\u062a\u0647\u0627 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0648\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645 (Reed &amp; Baird, 2019, p. 115).<\/p>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645\u060c \u064a\u0639\u062f \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0623\u062f\u0627\u0629 \u0642\u0648\u064a\u0629 \u0644\u0642\u064a\u0627\u0633 \u0648\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u062a\u0627\u0626\u062c\u0647 \u0644\u0648\u0636\u0639 \u0645\u0624\u0634\u0631\u0627\u062a \u0623\u062f\u0627\u0621 \u062f\u0642\u064a\u0642\u0629 \u0648\u062a\u0639\u062f\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0628\u0634\u0643\u0644 \u0645\u0633\u062a\u0645\u0631\u060c \u062a\u0633\u062a\u0637\u064a\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u062d\u0633\u064a\u0646 \u0623\u062f\u0627\u0626\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0648\u0632\u064a\u0627\u062f\u0629 \u0642\u062f\u0631\u062a\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631.<\/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>\u064a\u0639\u062f <a href=\"https:\/\/jfdz.jo\/ebv4.0\/root_storage\/ar\/eb_list_page\/%D8%AF%D8%B1%D8%A7%D8%B3%D8%A9_%D8%AA%D8%AD%D9%84%D9%8A%D9%84_%D8%A7%D9%84%D8%A8%D9%8A%D8%A6%D8%A9_%D8%A7%D9%84%D8%AF%D8%A7%D8%AE%D9%84%D9%8A%D8%A9.pdf\" target=\"_blank\" rel=\"noopener\">\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629<\/a> \u0631\u0643\u064a\u0632\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u062d\u064a\u062b \u064a\u0648\u0641\u0631 \u0631\u0624\u064a\u0629 \u0634\u0627\u0645\u0644\u0629 \u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0648\u0645\u0648\u0627\u0631\u062f\u0647\u0627. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u060c \u062a\u0633\u062a\u0637\u064a\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0642\u0648\u062a\u0647\u0627 \u0648\u0636\u0639\u0641\u0647\u0627\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0646\u0647\u0627 \u0645\u0646 \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\u0627\u0644\u0629 \u0648\u0645\u062a\u0645\u0627\u0634\u064a\u0629 \u0645\u0639 \u0625\u0645\u0643\u0627\u0646\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629.<\/p>\n\n\n\n<p>\u0644\u0642\u062f \u0627\u0633\u062a\u0639\u0631\u0636\u0646\u0627 \u0641\u064a \u0647\u0630\u0647 \u0627\u0644\u0645\u0642\u0627\u0644\u0629 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0648\u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u062f\u0648\u0627\u062a \u0645\u062b\u0644 \u062a\u062d\u0644\u064a\u0644 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0642\u064a\u0645\u0629 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a. \u0643\u0645\u0627 \u0646\u0627\u0642\u0634\u0646\u0627 \u062f\u0648\u0631 \u0627\u0644\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0648\u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0641\u064a \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u0648\u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0627\u0644\u064a \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u0633\u0627\u0628\u0642.<\/p>\n\n\n\n<p>\u0625\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0641\u064a \u0648\u0636\u0639 \u0645\u0624\u0634\u0631\u0627\u062a \u0623\u062f\u0627\u0621 \u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u0639\u062f \u0623\u0645\u0631\u0627\u064b \u062d\u064a\u0648\u064a\u0627\u064b \u0644\u0642\u064a\u0627\u0633 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062c\u0647\u0648\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0648\u062a\u062d\u0633\u064a\u0646\u0647\u0627 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631. \u0643\u0645\u0627 \u0623\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u064a\u0645\u0643\u0651\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062a\u0639\u062f\u064a\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u0633\u0648\u0642.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"\u0642\u0627\u0626\u0645\u0629-\u0627\u0644\u0645\u0631\u0627\u062c\u0639\"> \u0642\u0627\u0626\u0645\u0629 \u0627\u0644\u0645\u0631\u0627\u062c\u0639<\/h5>\n\n\n\n<p>1. Alsem, K. J. (2024). Internal Analysis. Routledge.<\/p>\n\n\n\n<p>2. Proctor, T. (2000). Strategic Marketing: An Introduction. Routledge.<\/p>\n\n\n\n<p>3. Mooradian, T. A., Matzler, K., &amp; Ring, L. J. (2014). Strategic Marketing. Pearson Education Limited.<\/p>\n\n\n\n<p>4. Reed, P., &amp; Baird, M. (2019). Strategic Marketing: Decision-making and Planning (5th ed.). Cengage Learning Australia Pty Limited.<\/p>\n\n\n\n<p>5. Damir, E. (2025). EMarketing Audit and SWOT Analysis.<\/p>\n\n\n\n<p>6. Diasz, L. (2013). Internal Analysis.<\/p>\n\n\n\n<p>7. Drummond, G., Ensor, J., &amp; Ashford, R. (2008). Strategic Marketing: Planning and Control. Butterworth-Heinemann.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u060c \u062d\u064a\u062b \u062a\u062a\u063a\u064a\u0631 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0648\u062a\u0634\u062a\u062f \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\u060c \u064a\u0635\u0628\u062d \u0641\u0647\u0645 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0623\u0645\u0631\u064b\u0627 \u0628\u0627\u0644\u063a \u0627\u0644\u0623\u0647\u0645\u064a\u0629. \u0644\u0627 \u064a\u0645\u0643\u0646 \u0644\u0623\u064a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0623\u0646 \u062a\u0646\u062c\u062d \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644 \u062f\u0648\u0646 \u062a\u0642\u064a\u064a\u0645 \u062f\u0642\u064a\u0642 \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0627\u062d\u0629\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u0645\u0646\u0647\u062c\u064a \u0644\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627. \u0647\u0630\u0647 \u0627\u0644\u0645\u0642\u0627\u0644\u0629 \u0628\u0645\u062b\u0627\u0628\u0629 \u062f\u0644\u064a\u0644 \u0634\u0627\u0645\u0644 \u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641 \u0623\u0639\u0645\u0627\u0642 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3926,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[74],"tags":[],"class_list":["post-3922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-74"],"blocksy_meta":[],"rttpg_featured_image_url":{"full":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629.webp",1312,736,false],"landscape":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629.webp",1312,736,false],"portraits":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629.webp",1312,736,false],"thumbnail":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-150x150.webp",150,150,true],"medium":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-300x168.webp",300,168,true],"large":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-1024x574.webp",1024,574,true],"1536x1536":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629.webp",1312,736,false],"2048x2048":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629.webp",1312,736,false],"trp-custom-language-flag":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0641\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-18x10.webp",18,10,true]},"rttpg_author":{"display_name":"\u0623. \u062f. \u0639\u0628\u062f \u0627\u0644\u0631\u0632\u0627\u0642 \u0628\u0646 \u0639\u0644\u064a","author_link":"https:\/\/leadmrktblog.com\/en\/author\/leadmrktblog-com\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/leadmrktblog.com\/en\/category\/blog\/%d8%aa%d8%b3%d9%88%d9%8a%d9%82\/%d9%85%d8%b5%d8%b7%d9%84%d8%ad%d8%a7%d8%aa-%d8%aa%d8%b3%d9%88%d9%8a%d9%82%d9%8a%d8%a9\/\" rel=\"category tag\">\u0645\u0635\u0637\u0644\u062d\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629<\/a>","rttpg_excerpt":"\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u060c \u062d\u064a\u062b \u062a\u062a\u063a\u064a\u0631 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0648\u062a\u0634\u062a\u062f \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\u060c \u064a\u0635\u0628\u062d \u0641\u0647\u0645 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0623\u0645\u0631\u064b\u0627 \u0628\u0627\u0644\u063a \u0627\u0644\u0623\u0647\u0645\u064a\u0629. \u0644\u0627 \u064a\u0645\u0643\u0646 \u0644\u0623\u064a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0623\u0646 \u062a\u0646\u062c\u062d \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644 \u062f\u0648\u0646 \u062a\u0642\u064a\u064a\u0645 \u062f\u0642\u064a\u0642 \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0627\u062d\u0629\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u0645\u0646\u0647\u062c\u064a \u0644\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627. \u0647\u0630\u0647 \u0627\u0644\u0645\u0642\u0627\u0644\u0629 \u0628\u0645\u062b\u0627\u0628\u0629 \u062f\u0644\u064a\u0644 \u0634\u0627\u0645\u0644 \u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641 \u0623\u0639\u0645\u0627\u0642 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629&hellip;","_links":{"self":[{"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/posts\/3922","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/comments?post=3922"}],"version-history":[{"count":6,"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/posts\/3922\/revisions"}],"predecessor-version":[{"id":3953,"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/posts\/3922\/revisions\/3953"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/media\/3926"}],"wp:attachment":[{"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/media?parent=3922"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/categories?post=3922"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leadmrktblog.com\/en\/wp-json\/wp\/v2\/tags?post=3922"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}