{"id":3942,"date":"2025-03-16T17:53:48","date_gmt":"2025-03-16T16:53:48","guid":{"rendered":"https:\/\/leadmrktblog.com\/?p=3942"},"modified":"2025-04-08T06:37:20","modified_gmt":"2025-04-08T05:37:20","slug":"%d8%aa%d8%ad%d9%84%d9%8a%d9%84-swot","status":"publish","type":"post","link":"https:\/\/leadmrktblog.com\/en\/%d8%aa%d8%ad%d9%84%d9%8a%d9%84-swot\/","title":{"rendered":"\u062a\u062d\u0644\u064a\u0644 SWOT : \u062f\u0644\u064a\u0644 \u0634\u0627\u0645\u0644 \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0648\u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629"},"content":{"rendered":"<p>\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0633\u0631\u064a\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u060c \u062d\u064a\u062b \u062a\u062a\u0634\u0627\u0628\u0643 \u0627\u0644\u0641\u0631\u0635 \u0645\u0639 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0648\u062a\u062a\u062d\u0648\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0625\u0644\u0649 \u0633\u0627\u062d\u0629 \u0645\u0644\u064a\u0626\u0629 \u0628\u0627\u0644\u0645\u0641\u0627\u062c\u0622\u062a\u060c \u0623\u0635\u0628\u062d\u062a \u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u0623\u062f\u0648\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u0639\u0627\u0644\u0629 \u0623\u0643\u062b\u0631 \u0625\u0644\u062d\u0627\u062d\u064b\u0627 \u0645\u0646 \u0623\u064a \u0648\u0642\u062a \u0645\u0636\u0649. \u0647\u0644 \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0623\u0646 \u062a\u0646\u062c\u062d \u062f\u0648\u0646 <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%af%d8%a7%d8%ae%d9%84%d9%8a%d8%a9-%d9%84%d9%84%d8%b4%d8%b1%d9%83%d8%a9\/\">\u0641\u0647\u0645 \u0639\u0645\u064a\u0642 \u0644\u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629<\/a> \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\/\">\u0628\u064a\u0626\u062a\u0647\u0627 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629<\/a>\u061f \u0627\u0644\u0625\u062c\u0627\u0628\u0629 \u0628\u0628\u0633\u0627\u0637\u0629 \u0647\u064a &#8220;\u0644\u0627&#8221;. \u0648\u0647\u0646\u0627 \u064a\u0623\u062a\u064a \u062f\u0648\u0631 <strong>\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong> \u0643\u0623\u062d\u062f \u0623\u0647\u0645 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0639\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0648\u0627\u0632\u0646 \u0628\u064a\u0646 \u0627\u0644\u0625\u0645\u0643\u0627\u0646\u064a\u0627\u062a \u0627\u0644\u0645\u062a\u0627\u062d\u0629 \u0648\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0645\u062d\u064a\u0637\u0629.<\/p>\n\n\n\n<p>\u062a\u062d\u0644\u064a\u0644 <strong>SWOT<\/strong> (Strengths, Weaknesses, Opportunities, Threats) \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0625\u0637\u0627\u0631 \u0639\u0645\u0644 \u062a\u0642\u0644\u064a\u062f\u064a\u061b \u0628\u0644 \u0647\u0648 \u0628\u0648\u0635\u0644\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0631\u0634\u062f \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0646\u062d\u0648 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0635\u0627\u0626\u0628\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0637\u0645\u0648\u062d\u0629. \u0633\u0648\u0627\u0621 \u0643\u0646\u062a \u0637\u0627\u0644\u0628\u0627 \u062c\u0627\u0645\u0639\u064a\u0627 \u0645\u062c\u062a\u0647\u062f\u0627\u060c \u0623\u0648 \u0645\u0633\u0648\u0642\u064b\u0627 \u0645\u062d\u062a\u0631\u0641\u064b\u0627\u060c \u0623\u0648 \u0635\u0627\u0646\u0639 \u0642\u0631\u0627\u0631 \u0641\u064a \u0634\u0631\u0643\u0629 \u0646\u0627\u0634\u0626\u0629\u060c \u0623\u0648 \u0645\u062e\u0637\u0637\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u0641\u064a \u0645\u0624\u0633\u0633\u0629 \u0639\u0627\u0644\u0645\u064a\u0629\u060c \u0641\u0625\u0646 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u064a\u0645\u062b\u0644 \u0646\u0642\u0637\u0629 \u0627\u0644\u0628\u062f\u0627\u064a\u0629 \u0644\u0623\u064a \u062e\u0637\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0646\u0627\u062c\u062d\u0629. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u0641\u0625\u0646 \u062a\u062d\u0644\u064a\u0644 SWOT \u0644\u064a\u0633 \u0623\u062f\u0627\u0629 \u0642\u0627\u0626\u0645\u0629 \u0628\u0630\u0627\u062a\u0647\u0627\u061b \u0628\u0644 \u064a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u062f\u0639\u0645 \u0628\u0623\u062f\u0648\u0627\u062a \u062a\u0643\u0645\u064a\u0644\u064a\u0629 \u0645\u062b\u0644 <strong>TOWS<\/strong> \u0648<strong>PESTEL<\/strong> \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0642\u0635\u0649 \u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646\u0647.<\/p>\n\n\n\n<p>\u0641\u064a \u0647\u0630\u0647 \u0627\u0644\u0645\u0642\u0627\u0644\u0629\u060c \u0633\u0646\u0623\u062e\u0630\u0643 \u0641\u064a \u0631\u062d\u0644\u0629 \u0645\u062a\u0643\u0627\u0645\u0644\u0629 \u0639\u0628\u0631 \u062c\u0648\u0627\u0646\u0628 \u0645\u062a\u0639\u062f\u062f\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT. \u0633\u0646\u0628\u062f\u0623 \u0628\u062a\u0639\u0631\u064a\u0641\u0647 \u0648\u0623\u0647\u0645\u064a\u062a\u0647 \u0627\u0644\u0639\u0645\u0644\u064a\u0629\u060c \u062b\u0645 \u0646\u0633\u062a\u0639\u0631\u0636 \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0646\u0638\u0631\u064a \u0627\u0644\u0630\u064a \u064a\u0633\u062a\u0646\u062f \u0625\u0644\u064a\u0647\u060c \u0648\u0646\u0646\u062a\u0642\u0644 \u0625\u0644\u0649 \u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0641\u064a \u0645\u062e\u062a\u0644\u0641 \u0627\u0644\u0642\u0637\u0627\u0639\u0627\u062a. \u0643\u0645\u0627 \u0633\u0646\u0646\u0627\u0642\u0634 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647 \u0648\u0643\u064a\u0641\u064a\u0629 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u064a\u0647\u0627. \u0648\u0623\u062e\u064a\u0631\u064b\u0627\u060c \u0633\u0646\u0644\u0642\u064a \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0645\u0633\u062a\u0642\u0628\u0644 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0641\u064a \u0638\u0644 \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0645\u062b\u0644 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a.<\/p>\n\n\n\n<p>\u0647\u062f\u0641\u0646\u0627 \u0647\u0646\u0627 \u0648\u0627\u0636\u062d: \u0623\u0646 \u0646\u0642\u062f\u0645 \u0644\u0643 \u062f\u0644\u064a\u0644\u064b\u0627 \u0634\u0627\u0645\u0644\u064b\u0627 \u064a\u062c\u0645\u0639 \u0628\u064a\u0646 \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u0648\u0627\u0644\u062a\u0637\u0628\u064a\u0642 \u0627\u0644\u0639\u0645\u0644\u064a\u060c \u0628\u062d\u064a\u062b \u064a\u0645\u0643\u0646\u0643 \u0641\u0647\u0645 \u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 SWOT \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644 \u0644\u0648\u0636\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0648\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0645\u0628\u062a\u0643\u0631\u0629.<\/p>\n\n\n\n<p>\u062f\u0639\u0648\u0646\u0627 \u0627\u0644\u0622\u0646 \u0646\u063a\u0648\u0635 \u0641\u064a \u0623\u0639\u0645\u0627\u0642 \u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0648\u0646\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u062a\u062d\u0648\u064a\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0625\u0644\u0649 \u0641\u0631\u0635\u060c 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href=\"#\u0627\u0644\u062a\u0639\u0627\u0631\u064a\u0641-\u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629-\u0648\u0623\u0647\u0645\u064a\u0629-\u062a\u062d\u0644\u064a\u0644-swot\">\u0627\u0644\u062a\u0639\u0627\u0631\u064a\u0641 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0648\u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 SWOT<\/a><\/li><li class=\"\"><a href=\"#\u0627\u0644\u0623\u0633\u0633-\u0627\u0644\u0646\u0638\u0631\u064a\u0629-\u0644\u062a\u062d\u0644\u064a\u0644-swot\">\u0627\u0644\u0623\u0633\u0633 \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT<\/a><\/li><li class=\"\"><a href=\"#\u0645\u0633\u062a\u0642\u0628\u0644-\u062a\u062d\u0644\u064a\u0644-swot\">\u0645\u0633\u062a\u0642\u0628\u0644 \u062a\u062d\u0644\u064a\u0644 SWOT<\/a><\/li><li class=\"\"><a href=\"#\u0645\u0635\u0641\u0648\u0641\u0629-tows\u0648\u0639\u0644\u0627\u0642\u062a\u0647\u0627-\u0628\u062a\u062d\u0644\u064a\u0644-swot\">\u0645\u0635\u0641\u0648\u0641\u0629 TOWS\u0648\u0639\u0644\u0627\u0642\u062a\u0647\u0627 \u0628\u062a\u062d\u0644\u064a\u0644 SWOT<\/a><\/li><li class=\"\"><a href=\"#\u062f\u0631\u0627\u0633\u0629-\u062d\u0627\u0644\u0629\">\u062f\u0631\u0627\u0633\u0629 \u062d\u0627\u0644\u0629: \u0643\u064a\u0641 \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u062f\u0627\u064a\u0645\u0644\u0631-\u0628\u0646\u0632 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0641\u064a \u0642\u0633\u0645 \u0633\u064a\u0627\u0631\u0627\u062a \u0645\u0631\u0633\u064a\u062f\u0633-\u0628\u0646\u0632<\/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<h3 class=\"wp-block-heading\" id=\"\u0627\u0644\u062a\u0639\u0627\u0631\u064a\u0641-\u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629-\u0648\u0623\u0647\u0645\u064a\u0629-\u062a\u062d\u0644\u064a\u0644-swot\"><strong>\u0627\u0644\u062a\u0639\u0627\u0631\u064a\u0641 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0648\u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h3>\n\n\n\n<p>\u062a\u062d\u0644\u064a\u0644 <strong>SWOT<\/strong> \u064a\u064f\u0639\u062f \u0623\u062f\u0627\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u062a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 (Strengths) \u0648\u0627\u0644\u0636\u0639\u0641 (Weaknesses) \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0627\u0644\u0641\u0631\u0635 (Opportunities) \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a (Threats) \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0648\u0627\u062c\u0647 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0623\u0648 \u0627\u0644\u0645\u0634\u0627\u0631\u064a\u0639. \u064a\u0633\u0627\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0631\u0624\u064a\u0629 \u0634\u0627\u0645\u0644\u0629 \u0644\u0644\u0648\u0636\u0639 \u0627\u0644\u062d\u0627\u0644\u064a \u0644\u0644\u0645\u0624\u0633\u0633\u0629 \u0648\u0631\u0628\u0637\u0647\u0627 \u0628\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u062d\u064a\u0637\u0629 \u0628\u0647\u0627\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0646 \u0645\u0646 \u0648\u0636\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0641\u0639\u0627\u0644\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-\u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a-\u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629-\u0644\u062a\u062d\u0644\u064a\u0644-swot\"><strong>1. \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h4>\n\n\n\n<p>\u064a\u062e\u062a\u0644\u0641 \u062a\u0639\u0631\u064a\u0641 \u062a\u062d\u0644\u064a\u0644 SWOT \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0630\u064a \u064a\u062a\u0645 \u0641\u064a\u0647 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647. \u0648\u0641\u0642\u064b\u0627 \u0644\u0640 (Mooradian et al., 2014, \u0635. 15)\u060c \u0641\u0625\u0646 \u062a\u062d\u0644\u064a\u0644 SWOT \u064a\u0631\u0643\u0632 \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627. \u0644\u0627 \u064a\u0639\u0646\u064a \u0630\u0644\u0643 \u0623\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0647\u064a \u0645\u062c\u0631\u062f &#8220;\u0623\u0634\u064a\u0627\u0621 \u062a\u0642\u0648\u0645 \u0628\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629 \u0628\u0634\u0643\u0644 \u062c\u064a\u062f&#8221;\u060c \u0628\u0644 \u064a\u062c\u0628 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0645\u0628\u0646\u064a\u0629 \u0639\u0644\u0649 \u0639\u0648\u0627\u0645\u0644 \u0645\u0644\u0645\u0648\u0633\u0629 \u0645\u062b\u0644 \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0623\u0648 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u0646\u062d\u0647\u0627 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629.<\/p>\n\n\n\n<p>\u0645\u0646 \u0646\u0627\u062d\u064a\u0629 \u0623\u062e\u0631\u0649\u060c \u064a\u0639\u0631\u0651\u0641 (Alsem, 2024, \u0635. 98) \u062a\u062d\u0644\u064a\u0644 SWOT \u0628\u0623\u0646\u0647 \u0625\u0637\u0627\u0631 \u0639\u0645\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u064a\u0631\u0628\u0637 \u0628\u064a\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a \u0644\u062a\u0648\u0644\u064a\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629. \u064a\u0634\u062f\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0628\u0634\u0643\u0644 \u062f\u0642\u064a\u0642 \u0648\u0645\u0631\u062a\u0628\u0637 \u0628\u0627\u0644\u0631\u0624\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644\u0647 \u0623\u062f\u0627\u0629 \u0645\u0631\u0646\u0629 \u064a\u0645\u0643\u0646 \u062a\u0637\u0628\u064a\u0642\u0647\u0627 \u0641\u064a \u0645\u062e\u062a\u0644\u0641 \u0627\u0644\u0633\u064a\u0627\u0642\u0627\u062a.<\/p>\n\n\n\n<p>\u0639\u0644\u0627\u0648\u0629 \u0639\u0644\u0649 \u0630\u0644\u0643\u060c \u064a\u0642\u062a\u0631\u062d (Weihrich, 1982, \u0635. 56) \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0645\u0648\u0630\u062c TOWS \u0643\u0648\u0633\u064a\u0644\u0629 \u0644\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u064a\u062e\u062a\u0644\u0641 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0639\u0646 SWOT \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a \u0641\u064a \u0623\u0646\u0647 \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062a\u0643\u0627\u0645\u0644\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0648\u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0623\u0648 \u0644\u062a\u0642\u0644\u064a\u0644 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u0623\u0647\u0645\u064a\u0629-\u0627\u0644\u0639\u0645\u0644\u064a\u0629-\u0644\u062a\u062d\u0644\u064a\u0644-swot\"><strong>2. \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h4>\n\n\n\n<p>\u064a\u064f\u0639\u062a\u0628\u0631 \u062a\u062d\u0644\u064a\u0644 SWOT \u0623\u062f\u0627\u0629 \u0645\u0631\u0646\u0629 \u064a\u0645\u0643\u0646 \u062a\u0637\u0628\u064a\u0642\u0647\u0627 \u0641\u064a \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u062a\u0646\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0633\u064a\u0627\u0642\u0627\u062a\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u063a\u064a\u0631 \u0627\u0644\u0631\u0628\u062d\u064a\u0629\u060c \u0648\u062d\u062a\u0649 \u0627\u0644\u0642\u0637\u0627\u0639 \u0627\u0644\u0632\u0631\u0627\u0639\u064a (Helms &amp; Nixon, 2010, \u0635. 23). \u0643\u0645\u0627 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0627\u062a \u0648\u062a\u0637\u0648\u064a\u0631 \u062e\u0637\u0637 \u0639\u0645\u0644 \u0648\u0627\u0636\u062d\u0629 \u062a\u0633\u062a\u0646\u062f \u0625\u0644\u0649 \u0627\u0644\u0648\u0627\u0642\u0639 \u0627\u0644\u062d\u0627\u0644\u064a \u0648\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 (Quincy et al., 2012, \u0635. 45).<\/p>\n\n\n\n<p>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u064f\u0633\u062a\u062e\u062f\u0645 \u062a\u062d\u0644\u064a\u0644 SWOT \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u063a\u0630\u064a\u0629 \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0648\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a (Kolbina, 2024, \u0635. 77). \u0643\u0645\u0627 \u064a\u064f\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647 \u0641\u064a \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u063a\u064a\u0631 \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629 \u0627\u0644\u0645\u062c\u062a\u0645\u0639\u064a\u0629 \u0648\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a (Quincy et al., 2012, \u0635. 48).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u0642\u064a\u0648\u062f-\u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629-\u0644\u062a\u062d\u0644\u064a\u0644-swot\"><strong>3. \u0627\u0644\u0642\u064a\u0648\u062f \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h4>\n\n\n\n<p>\u0631\u063a\u0645 \u0628\u0633\u0627\u0637\u062a\u0647 \u0648\u0645\u0631\u0648\u0646\u062a\u0647\u060c \u0625\u0644\u0627 \u0623\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 SWOT \u0642\u062f \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0646\u062a\u0627\u0626\u062c \u063a\u064a\u0631 \u062f\u0642\u064a\u0642\u0629 \u0625\u0630\u0627 \u0644\u0645 \u064a\u062a\u0645 \u062f\u0639\u0645\u0647 \u0628\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0625\u0636\u0627\u0641\u064a\u0629 (Pickton &amp; Wright, 1998, \u0635. 105). \u0623\u062d\u062f \u0627\u0644\u0627\u0646\u062a\u0642\u0627\u062f\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u0647\u0648 \u0627\u0644\u0628\u0633\u0627\u0637\u0629 \u0627\u0644\u0632\u0627\u0626\u062f\u0629 \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0624\u062f\u064a \u0625\u0644\u0649 \u062a\u0628\u0633\u064a\u0637 \u0645\u0641\u0631\u0637 \u0644\u0644\u0642\u0636\u0627\u064a\u0627 \u0627\u0644\u0645\u0639\u0642\u062f\u0629\u060c \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a \u062a\u062c\u0627\u0647\u0644 \u0628\u0639\u0636 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062d\u0627\u0633\u0645\u0629.<\/p>\n\n\n\n<p>\u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u0647\u0646\u0627\u0643 \u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u062a\u0631\u062a\u064a\u0628\u0647\u0627 \u062d\u0633\u0628 \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0644\u062a\u062c\u0646\u0628 \u0627\u0644\u0648\u0642\u0648\u0639 \u0641\u064a \u0641\u062e \u0627\u0644\u0639\u0645\u0648\u0645\u064a\u0627\u062a (Alsem, 2024, \u0635. 102). \u0643\u0645\u0627 \u0623\u0646 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0627\u0644\u0645\u0641\u0631\u0637 \u0639\u0644\u0649 \u0627\u0644\u062d\u0643\u0645 \u0627\u0644\u0634\u062e\u0635\u064a \u0641\u064a \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0642\u062f \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0627\u062e\u062a\u0644\u0627\u0641\u0627\u062a \u0641\u064a \u0627\u0644\u062a\u0641\u0633\u064a\u0631 (Helms &amp; Nixon, 2010, \u0635. 25).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0642\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-SWOT-1024x576.webp\" alt=\"\u0635\u0648\u0631\u0629 \u062a\u0639\u0628\u0631 \u0639\u0646 \u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 SWOT \u0641\u064a \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\" class=\"wp-image-3963\" style=\"width:943px;height:auto\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0642\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-SWOT-1024x576.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0642\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-SWOT-300x169.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0642\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-SWOT-768x432.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0642\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-SWOT-18x10.webp 18w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u0645\u0642\u0647\u0648\u0645-\u062a\u062d\u0644\u064a\u0644-SWOT.webp 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0635\u0648\u0631\u0629 \u062a\u0639\u0628\u0631 \u0639\u0646 \u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 SWOT \u0641\u064a \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0627\u0644\u0623\u0633\u0633-\u0627\u0644\u0646\u0638\u0631\u064a\u0629-\u0644\u062a\u062d\u0644\u064a\u0644-swot\"><strong>\u0627\u0644\u0623\u0633\u0633 \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-\u0627\u0644\u062a\u0627\u0631\u064a\u062e-\u0627\u0644\u062a\u0637\u0648\u0631\u064a-\u0644\u062a\u062d\u0644\u064a\u0644-swot\"><strong>1. \u0627\u0644\u062a\u0627\u0631\u064a\u062e \u0627\u0644\u062a\u0637\u0648\u0631\u064a \u0644\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h4>\n\n\n\n<p>\u064a\u064f\u0639\u062a\u0628\u0631 \u062a\u062d\u0644\u064a\u0644 <strong>SWOT<\/strong> \u0623\u062d\u062f \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u0645\u0631\u062a \u0628\u062a\u0637\u0648\u0631 \u0643\u0628\u064a\u0631 \u0645\u0646\u0630 \u0646\u0634\u0623\u062a\u0647\u0627 \u0648\u062d\u062a\u0649 \u064a\u0648\u0645\u0646\u0627 \u0647\u0630\u0627. \u064a\u0639\u0648\u062f \u0627\u0644\u0641\u0636\u0644 \u0641\u064a \u0648\u0636\u0639 \u0627\u0644\u0623\u0633\u0633 \u0627\u0644\u0623\u0648\u0644\u0649 \u0644\u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0627\u0629 \u0625\u0644\u0649 <strong>\u0643\u064a\u0646\u064a\u062b \u0623\u0646\u062f\u0631\u0648\u0632 (Kenneth Andrews)<\/strong>\u060c \u0627\u0644\u0630\u064a \u0643\u0627\u0646 \u0645\u0646 \u0623\u0648\u0627\u0626\u0644 \u0627\u0644\u0628\u0627\u062d\u062b\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u0637\u0648\u0631\u0648\u0627 \u0625\u0637\u0627\u0631\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u064a\u0631\u0628\u0637 \u0628\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 (Andrews, 1971, \u0635. 45). \u0643\u0645\u0627 \u0633\u0627\u0647\u0645 <strong>\u062c\u0648\u0631\u062c \u0623\u0644\u0628\u0631\u062a \u0633\u0645\u064a\u062b<\/strong> \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0647\u0630\u0647 \u0627\u0644\u0623\u0641\u0643\u0627\u0631 \u0641\u064a \u062e\u0645\u0633\u064a\u0646\u064a\u0627\u062a \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u0645\u0627\u0636\u064a\u060c \u062d\u064a\u062b \u0631\u0643\u0632 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0643\u0648\u0633\u064a\u0644\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0648\u0627\u0641\u0642 \u0628\u064a\u0646 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629.<\/p>\n\n\n\n<p>\u0645\u0639 \u0645\u0631\u0648\u0631 \u0627\u0644\u0648\u0642\u062a\u060c \u062a\u0645 \u062a\u0637\u0648\u064a\u0631 \u0623\u062f\u0648\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u0641\u0639\u0627\u0644\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 SWOT. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u062f\u0645 <strong>\u0647\u064a\u0646\u0632 \u0648\u0627\u064a\u0647\u0631\u062a\u0634 (Heinz Weihrich)<\/strong> \u0641\u064a \u0639\u0627\u0645 1982 \u0646\u0645\u0648\u0630\u062c <strong>TOWS<\/strong> \u0643\u062a\u0637\u0648\u064a\u0631 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a. \u064a\u0631\u0643\u0632 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0637\u0631\u064a\u0642\u0629 \u0623\u0643\u062b\u0631 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u062a\u064a\u062d \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0623\u0643\u062b\u0631 \u0634\u0645\u0648\u0644\u064a\u0629 \u0648\u0641\u0639\u0627\u0644\u064a\u0629 (Weihrich, 1982, \u0635. 54). \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u062a\u0645 \u062a\u0642\u062f\u064a\u0645 \u0623\u062f\u0648\u0627\u062a \u0623\u062e\u0631\u0649 \u0645\u062b\u0644 <strong>WOTSUP<\/strong>\u060c \u062d\u064a\u062b \u064a\u062a\u0645 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 &#8220;\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0623\u0633\u0627\u0633\u064a&#8221; (Underlying Planning)\u060c \u0648\u0646\u0645\u0648\u0630\u062c <strong>SOFT<\/strong> \u0627\u0644\u0630\u064a \u064a\u0639\u064a\u062f \u062a\u0639\u0631\u064a\u0641 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0643\u0640 &#8220;\u0623\u062e\u0637\u0627\u0621&#8221; (Helms &amp; Nixon, 2010, \u0635. 23).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u0646\u0638\u0631\u064a\u0627\u062a-\u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629-\u0628\u062a\u062d\u0644\u064a\u0644-swot\"><strong>2. \u0627\u0644\u0646\u0638\u0631\u064a\u0627\u062a \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h4>\n\n\n\n<p>\u0644\u062a\u062d\u0644\u064a\u0644 SWOT \u062c\u0630\u0648\u0631 \u0646\u0638\u0631\u064a\u0629 \u0639\u0645\u064a\u0642\u0629 \u062a\u062c\u0639\u0644\u0647 \u0623\u0643\u062b\u0631 \u0645\u0646 \u0645\u062c\u0631\u062f \u0623\u062f\u0627\u0629 \u0639\u0645\u0644\u064a\u0629. \u064a\u0645\u0643\u0646 \u0631\u0628\u0637 \u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u0628\u0639\u062f\u0629 \u0646\u0638\u0631\u064a\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0633\u0647\u0645 \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0641\u0647\u0645\u0647 \u0648\u062a\u0637\u0628\u064a\u0642\u0647:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0646\u0638\u0631\u064a\u0629 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (Resource-Based View):<\/strong><br>\u062a\u0634\u064a\u0631 \u0647\u0630\u0647 \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u062a\u0623\u062a\u064a \u0645\u0646 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u062a\u0644\u0643\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u0627\u0644\u062a\u064a \u064a\u0635\u0639\u0628 \u062a\u0642\u0644\u064a\u062f\u0647\u0627 \u0623\u0648 \u0627\u0633\u062a\u0628\u062f\u0627\u0644\u0647\u0627. \u064a\u0624\u0643\u062f <strong>\u0628\u0627\u0631\u0646\u064a (Barney, 1995)<\/strong> \u0639\u0644\u0649 \u0623\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u064a\u062c\u0628 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627 (Barney, 1995, \u0635. 60). \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a\u060c \u0641\u0625\u0646 \u062a\u062d\u0644\u064a\u0644 SWOT \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0633\u062a\u062e\u062f\u0645 \u0644\u062a\u062d\u062f\u064a\u062f \u0647\u0630\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0633\u062a\u063a\u0644\u0627\u0644\u0647\u0627 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644.<\/li>\n\n\n\n<li><strong>\u0646\u0645\u0648\u0630\u062c \u0628\u0648\u0631\u062a\u0631 \u0627\u0644\u062e\u0645\u0633 \u0642\u0648\u0649 (Porter\u2019s Five Forces):<\/strong><br>\u064a\u0631\u0643\u0632 \u0646\u0645\u0648\u0630\u062c \u0645\u0627\u064a\u0643\u0644 \u0628\u0648\u0631\u062a\u0631 \u0639\u0644\u0649 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629. \u064a\u0642\u062a\u0631\u062d <strong>\u0648\u0627\u0631\u0646 (Warren, 2002)<\/strong> \u062f\u0645\u062c \u062a\u062d\u0644\u064a\u0644 SWOT \u0645\u0639 \u0646\u0645\u0648\u0630\u062c \u0628\u0648\u0631\u062a\u0631 \u0644\u0641\u0647\u0645 \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 \u0627\u0644\u062a\u064a \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u0633\u0648\u0642\u060c \u0645\u062b\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0628\u064a\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0648\u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0628\u0627\u0626\u0639\u064a\u0646 (Warren, 2002, \u0635. 78). \u0647\u0630\u0627 \u0627\u0644\u062f\u0645\u062c \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0628\u0634\u0643\u0644 \u0623\u0643\u062b\u0631 \u062f\u0642\u0629.<\/li>\n\n\n\n<li><strong>\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0646\u0628\u0624 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a (Forecasting):<\/strong><br>\u064a\u0634\u062f\u062f <strong>Alsem (2024)<\/strong> \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0646\u0628\u0624 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a \u0641\u064a \u062a\u062d\u0644\u064a\u0644 SWOT. \u064a\u0648\u0636\u062d \u0623\u0646 \u062a\u062d\u0644\u064a\u0644 SWOT \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0623\u062f\u0627\u0629 \u0644\u0641\u0647\u0645 \u0627\u0644\u0648\u0636\u0639 \u0627\u0644\u062d\u0627\u0644\u064a\u060c \u0628\u0644 \u064a\u062c\u0628 \u0623\u0646 \u064a\u0643\u0648\u0646 \u0644\u0647 \u0628\u0639\u062f \u0645\u0633\u062a\u0642\u0628\u0644\u064a \u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u062a\u0646\u0628\u0624 \u0644\u0641\u0647\u0645 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 (Alsem, 2024, \u0635. 98). \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0639\u0644\u0649 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0631\u0646\u0629 \u062a\u0633\u062a\u062c\u064a\u0628 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u062a\u0641\u0627\u0639\u0644-\u0628\u064a\u0646-\u0627\u0644\u0639\u0648\u0627\u0645\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629\"><strong>3. \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629<\/strong><\/h4>\n\n\n\n<p>\u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0647\u0648 \u0623\u062d\u062f \u0627\u0644\u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u062a\u062d\u0644\u064a\u0644 SWOT \u0639\u0646 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0623\u062e\u0631\u0649. \u064a\u0624\u0643\u062f <strong>(Weihrich, 1982)<\/strong> \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0628\u0634\u0643\u0644 \u062f\u0642\u064a\u0642 \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646\u0647\u0627 \u0644\u0636\u0645\u0627\u0646 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062a\u0643\u0627\u0645\u0644\u0629.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0623\u0646 \u062a\u062a\u062d\u0648\u0644 \u0625\u0644\u0649 \u0641\u0631\u0635\u061f<\/strong><br>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u062a\u0639\u062a\u0628\u0631 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u0646\u062d \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u0641\u0625\u0646 \u0645\u062c\u0631\u062f \u0627\u0645\u062a\u0644\u0627\u0643 \u0646\u0642\u0627\u0637 \u0642\u0648\u0629 \u0644\u0627 \u064a\u0639\u0646\u064a \u0628\u0627\u0644\u0636\u0631\u0648\u0631\u0629 \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u0627 \u0644\u0645 \u064a\u062a\u0645 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647\u0627 \u0628\u0641\u0639\u0627\u0644\u064a\u0629 \u0644\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062a\u0627\u062d\u0629. \u0648\u0641\u0642\u064b\u0627 \u0644\u0640 <strong>(Kolbina, 2024, \u0635. 78)<\/strong>\u060c \u0641\u0625\u0646 \u0627\u0644\u0641\u0631\u0642 \u0628\u064a\u0646 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0646\u0627\u062c\u062d\u0629 \u0648\u063a\u064a\u0631 \u0627\u0644\u0646\u0627\u062c\u062d\u0629 \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u064a\u0643\u0645\u0646 \u0641\u064a \u0642\u062f\u0631\u062a\u0647\u0627 \u0639\u0644\u0649 \u062a\u062d\u0648\u064a\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0625\u0644\u0649 \u0623\u062f\u0648\u0627\u062a \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u062c\u062f\u064a\u062f\u0629. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0625\u062d\u062f\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0645\u062a\u0644\u0643 \u062a\u0642\u0646\u064a\u0629 \u0645\u062a\u0642\u062f\u0645\u0629 (\u0642\u0648\u0629 \u062f\u0627\u062e\u0644\u064a\u0629)\u060c \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0647\u0630\u0647 \u0627\u0644\u062a\u0642\u0646\u064a\u0629 \u0644\u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u062a\u0633\u062a\u062c\u064a\u0628 \u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 (\u0641\u0631\u0635\u0629 \u062e\u0627\u0631\u062c\u064a\u0629). \u064a\u0648\u0636\u062d <strong>(Kolbina, 2024)<\/strong> \u0623\u064a\u0636\u064b\u0627 \u0623\u0646 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0646\u062c\u062d \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u062c\u0627\u0646\u0628 \u062a\u0643\u0648\u0646 \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u0642\u064a\u0627\u0633 \u0627\u0644\u0641\u062c\u0648\u0629 \u0628\u064a\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062a\u0627\u062d\u0629 \u0648\u0646\u0642\u0627\u0637 \u0636\u0639\u0641\u0647\u0627 \u0627\u0644\u062d\u0627\u0644\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0633\u0627\u0639\u062f\u0647\u0627 \u0639\u0644\u0649 \u062a\u0648\u062c\u064a\u0647 \u062c\u0647\u0648\u062f\u0647\u0627 \u0646\u062d\u0648 \u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645.<\/li>\n\n\n\n<li><strong>\u0643\u064a\u0641\u064a\u0629 \u0627\u0644\u062a\u0639\u0627\u0645\u0644 \u0645\u0639 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0633\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641<\/strong><br>\u0645\u0646 \u0646\u0627\u062d\u064a\u0629 \u0623\u062e\u0631\u0649\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0645\u062b\u0644 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0623\u0648 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0642\u062f \u062a\u0624\u062b\u0631 \u0633\u0644\u0628\u064b\u0627 \u0639\u0644\u0649 \u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0646\u0638\u0645\u0629. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u064a\u0645\u0643\u0646 \u062a\u0642\u0644\u064a\u0644 \u062a\u0623\u062b\u064a\u0631 \u0647\u0630\u0647 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0633\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629. \u064a\u0642\u062a\u0631\u062d <strong>(Weihrich, 1982, \u0635. 56)<\/strong> \u0627\u0633\u062a\u062e\u062f\u0627\u0645 <strong>\u0646\u0645\u0648\u0630\u062c TOWS<\/strong> \u0643\u0648\u0633\u064a\u0644\u0629 \u0644\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0633\u064a\u0627\u0642\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0629 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u062a\u0647\u062f\u0641 \u062a\u062d\u0633\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0644\u062a\u0642\u0644\u064a\u0644 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0625\u062d\u062f\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0639\u0627\u0646\u064a \u0645\u0646 \u0636\u0639\u0641 \u0641\u064a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0628\u0634\u0631\u064a\u0629 (\u0636\u0639\u0641 \u062f\u0627\u062e\u0644\u064a)\u060c \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0628\u0631\u0627\u0645\u062c \u062a\u062f\u0631\u064a\u0628\u064a\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646\u060c \u0645\u0645\u0627 \u064a\u0633\u0627\u0639\u062f\u0647\u0627 \u0639\u0644\u0649 \u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0627\u0631\u062a\u0641\u0627\u0639 \u0645\u0639\u062f\u0644 \u062f\u0648\u0631\u0627\u0646 \u0627\u0644\u0639\u0645\u0627\u0644\u0629 \u0623\u0648 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 (\u062a\u0647\u062f\u064a\u062f\u0627\u064b \u062e\u0627\u0631\u062c\u064a\u064b\u0627).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0645\u0633\u062a\u0642\u0628\u0644-\u062a\u062d\u0644\u064a\u0644-swot\"><strong>\u0645\u0633\u062a\u0642\u0628\u0644 \u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h3>\n\n\n\n<p>\u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0623\u0646 \u062a\u062d\u0644\u064a\u0644 <strong>SWOT<\/strong> \u064a\u064f\u0639\u062a\u0628\u0631 \u0623\u062f\u0627\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u0633\u0627\u0633\u064a\u0629\u060c \u0625\u0644\u0627 \u0623\u0646 \u0645\u0633\u062a\u0642\u0628\u0644\u0647 \u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0642\u062f\u0631\u062a\u0647 \u0639\u0644\u0649 \u0627\u0644\u062a\u0637\u0648\u0631 \u0648\u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0633\u0631\u064a\u0639\u0629 \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629. \u064a\u0645\u0643\u0646 \u062a\u0642\u0633\u064a\u0645 \u0647\u0630\u0627 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644 \u0625\u0644\u0649 \u062b\u0644\u0627\u062b\u0629 \u0645\u062d\u0627\u0648\u0631 \u0631\u0626\u064a\u0633\u064a\u0629: \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629\u060c \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0645\u0639 \u0623\u062f\u0648\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u062e\u0631\u0649\u060c \u0648\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-\u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a-\u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629\"><strong>1. \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629<\/strong><\/h4>\n\n\n\n<p>\u064a\u062a\u0637\u0644\u0628 \u062a\u062d\u0633\u064a\u0646 \u0641\u0639\u0627\u0644\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 SWOT \u062a\u0637\u0648\u064a\u0631\u064b\u0627 \u0645\u0633\u062a\u0645\u0631\u064b\u0627 \u0641\u064a \u0623\u0633\u0627\u0644\u064a\u0628 \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u062a\u062d\u0644\u064a\u0644\u0647\u0627 \u0644\u062f\u0639\u0645 \u0635\u0627\u0646\u0639\u064a \u0627\u0644\u0642\u0631\u0627\u0631 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u0631\u062a\u064a\u0628 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u0648\u0632\u0646\u0647\u0627 \u0644\u062a\u062d\u0633\u064a\u0646 \u062a\u0631\u0643\u064a\u0632 \u0635\u0627\u0646\u0639\u064a \u0627\u0644\u0642\u0631\u0627\u0631<\/strong>:<br>\u064a\u0634\u064a\u0631 <strong>(Helms &amp; Nixon, 2010, \u0635. 35)<\/strong> \u0625\u0644\u0649 \u0623\u0646 \u062a\u0631\u062a\u064a\u0628 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u0641\u0642\u064b\u0627 \u0644\u0623\u0647\u0645\u064a\u062a\u0647\u0627 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u0645\u062b\u0644 <strong>Analytic Hierarchy Process (AHP)<\/strong> \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0627\u062a \u0628\u0634\u0643\u0644 \u0623\u0643\u062b\u0631 \u062f\u0642\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0623\u0648\u0632\u0627\u0646 \u0639\u0644\u0649 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0623\u0643\u062b\u0631 \u062a\u0623\u062b\u064a\u0631\u064b\u0627 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u062a\u0647\u062f\u0641 \u0625\u063a\u0644\u0627\u0642 \u0627\u0644\u0641\u062c\u0648\u0627\u062a \u0628\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0648\u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u062f\u0645\u062c \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0641\u064a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a<\/strong>:<br>\u0645\u0639 \u0627\u0644\u062a\u0642\u062f\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a \u0627\u0644\u0645\u062a\u0633\u0627\u0631\u0639\u060c \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (AI) \u0648\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0643\u0628\u064a\u0631\u0629 (Big Data) \u0644\u062a\u0639\u0632\u064a\u0632 \u0641\u0639\u0627\u0644\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 SWOT. \u064a\u0648\u0636\u062d <strong>(Alsem, 2024, \u0635. 102)<\/strong> \u0623\u0646 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0648\u0641\u0631 \u0631\u0624\u0649 \u062f\u0642\u064a\u0642\u0629 \u062d\u0648\u0644 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0645\u062b\u0644 \u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0623\u0648 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0639\u0644\u0649 \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 \u0627\u0633\u062a\u0646\u0627\u062f\u064b\u0627 \u0625\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u062e\u0648\u0627\u0631\u0632\u0645\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0643\u0645\u064a\u0627\u062a \u0647\u0627\u0626\u0644\u0629 \u0645\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0623\u0648 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0646\u0627\u0634\u0626\u0629 \u0628\u0633\u0631\u0639\u0629 \u0648\u0643\u0641\u0627\u0621\u0629.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062f\u0648\u0631-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627-\u0641\u064a-\u062d\u0644-\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-SWOT-1024x576.png\" alt=\"\u0635\u0648\u0631\u0629 \u062a\u0648\u0636\u062d \u062f\u0648\u0631 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0641\u064a \u062d\u0644 \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 SWOT\" class=\"wp-image-3965\" style=\"width:937px;height:auto\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062f\u0648\u0631-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627-\u0641\u064a-\u062d\u0644-\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-SWOT-1024x576.png 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062f\u0648\u0631-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627-\u0641\u064a-\u062d\u0644-\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-SWOT-300x169.png 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062f\u0648\u0631-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627-\u0641\u064a-\u062d\u0644-\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-SWOT-768x432.png 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062f\u0648\u0631-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627-\u0641\u064a-\u062d\u0644-\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-SWOT-18x10.png 18w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062f\u0648\u0631-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627-\u0641\u064a-\u062d\u0644-\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-SWOT.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0635\u0648\u0631\u0629 \u062a\u0648\u0636\u062d \u062f\u0648\u0631 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0641\u064a \u062d\u0644 \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 SWOT<\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u062a\u0643\u0627\u0645\u0644-\u0645\u0639-\u0623\u062f\u0648\u0627\u062a-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0623\u062e\u0631\u0649\"><strong>2. \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0645\u0639 \u0623\u062f\u0648\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u062e\u0631\u0649<\/strong><\/h4>\n\n\n\n<p>\u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0642\u0635\u0649 \u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u062a\u062d\u0644\u064a\u0644 SWOT\u060c \u064a\u062c\u0628 \u062f\u0645\u062c\u0647 \u0645\u0639 \u0623\u062f\u0648\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u062e\u0631\u0649 \u0644\u062a\u0639\u0632\u064a\u0632 \u0634\u0645\u0648\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u0641\u0639\u0627\u0644\u064a\u062a\u0647.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u062e\u062f\u0627\u0645 TOWS \u0643\u0625\u0637\u0627\u0631 \u0645\u062a\u0642\u062f\u0645 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644<\/strong>:<br>\u0642\u062f\u0645 <strong>(Weihrich, 1982, \u0635. 56)<\/strong> \u0646\u0645\u0648\u0630\u062c <strong>TOWS<\/strong> \u0643\u0648\u0633\u064a\u0644\u0629 \u0644\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u064a\u0631\u0643\u0632 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0639\u0644\u0649 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062a\u0643\u0627\u0645\u0644\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0648\u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0623\u0648 \u0644\u062a\u0642\u0644\u064a\u0644 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u062f\u0645\u062c SWOT \u0645\u0639 \u0646\u0645\u0627\u0630\u062c \u0645\u062b\u0644 Blue Ocean Strategy<\/strong>:<br>\u064a\u0642\u062a\u0631\u062d <strong>(Grant, 2008, \u0635. 48)<\/strong> \u062f\u0645\u062c \u062a\u062d\u0644\u064a\u0644 SWOT \u0645\u0639 \u0646\u0645\u0627\u0630\u062c \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u062e\u0631\u0649 \u0645\u062b\u0644 <strong>Blue Ocean Strategy<\/strong> \u0644\u062e\u0644\u0642 \u0641\u0631\u0635 \u062c\u062f\u064a\u062f\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u063a\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u063a\u0644\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062c\u0645\u0639 \u0628\u064a\u0646 \u062a\u062d\u0644\u064a\u0644 SWOT \u0648\u0646\u0645\u0648\u0630\u062c <strong>Blue Ocean<\/strong>\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u062a\u062d\u062f\u064a\u062f \u0645\u062c\u0627\u0644\u0627\u062a \u063a\u064a\u0631 \u0645\u0633\u062a\u063a\u0644\u0629 \u0648\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u062e\u0644\u0642 \u0642\u064a\u0645\u0629 \u0641\u0631\u064a\u062f\u0629 \u062a\u0646\u0641\u0635\u0644 \u0639\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629-\u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a-\u0637\u0648\u064a\u0644\u0629-\u0627\u0644\u0623\u0645\u062f\"><strong>3. \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f<\/strong><\/h4>\n\n\n\n<p>\u0645\u0639 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0627\u0647\u062a\u0645\u0627\u0645 \u0628\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0648\u0627\u0644\u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u060c \u0623\u0635\u0628\u062d \u062a\u062d\u0644\u064a\u0644 SWOT \u0623\u062f\u0627\u0629 \u0645\u0647\u0645\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f \u062a\u062a\u0639\u0644\u0642 \u0628\u0627\u0644\u0628\u064a\u0626\u0629 \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0623\u0647\u0645\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 SWOT \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629<\/strong>:<br>\u064a\u0624\u0643\u062f <strong>(Quincy et al., 2012, \u0635. 45)<\/strong> \u0623\u0646 \u062a\u062d\u0644\u064a\u0644 SWOT \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u062a\u064a \u062a\u062f\u0639\u0645 \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629\u060c \u0645\u062b\u0644 \u062a\u0628\u0646\u064a \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0635\u062f\u064a\u0642\u0629 \u0644\u0644\u0628\u064a\u0626\u0629 \u0623\u0648 \u062a\u062d\u0633\u064a\u0646 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u062a\u0648\u0631\u064a\u062f \u0644\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0628\u0635\u0645\u0629 \u0627\u0644\u0643\u0631\u0628\u0648\u0646\u064a\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u0641\u0631\u0635\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0637\u0631\u064a\u0642\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629<\/strong>:<br>\u064a\u0634\u064a\u0631 <strong>(Kolbina, 2024, \u0635. 76)<\/strong> \u0625\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0641\u064a \u062a\u062d\u0644\u064a\u0644 SWOT. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0645\u062b\u0644 \u0627\u0644\u062a\u063a\u064a\u0631 \u0627\u0644\u0645\u0646\u0627\u062e\u064a \u0625\u0644\u0649 \u0641\u0631\u0635 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0648\u062e\u062f\u0645\u0627\u062a \u0645\u0633\u062a\u062f\u0627\u0645\u0629. \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 SWOT \u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629 \u0627\u0644\u0645\u062c\u062a\u0645\u0639\u064a\u0629 \u0648\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629.<\/li>\n<\/ul>\n\n\n\n<p>\u0623\u0646 \u0645\u0633\u062a\u0642\u0628\u0644 \u062a\u062d\u0644\u064a\u0644 SWOT \u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0642\u062f\u0631\u062a\u0647 \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 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0631\u062a\u064a\u0628 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u0648\u0632\u0646\u0647\u0627\u060c \u0648\u062f\u0645\u062c \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a\u060c \u0648\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u062f\u0648\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u062a\u0642\u062f\u0645\u0629 \u0645\u062b\u0644 TOWS \u0648Blue Ocean Strategy\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u062a\u062d\u0633\u064a\u0646 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0623\u0643\u062b\u0631 \u0627\u0633\u062a\u062f\u0627\u0645\u0629. \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u0633\u064a\u0638\u0644 \u062a\u062d\u0644\u064a\u0644 SWOT \u0623\u062f\u0627\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0648\u0627\u0644\u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644\u0647 \u062c\u0632\u0621\u064b\u0627 \u0644\u0627 \u063a\u0646\u0649 \u0639\u0646\u0647 \u0645\u0646 \u0627\u0644\u0646\u0638\u0627\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0627\u0644\u062d\u062f\u064a\u062b.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0645\u0635\u0641\u0648\u0641\u0629-tows\u0648\u0639\u0644\u0627\u0642\u062a\u0647\u0627-\u0628\u062a\u062d\u0644\u064a\u0644-swot\"><strong>\u0645\u0635\u0641\u0648\u0641\u0629 TOWS\u0648\u0639\u0644\u0627\u0642\u062a\u0647\u0627 \u0628\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0645\u0627-\u0647\u064a-\u0645\u0635\u0641\u0648\u0641\u0629-tows\"><strong>\u0645\u0627 \u0647\u064a \u0645\u0635\u0641\u0648\u0641\u0629 TOWS\u061f<\/strong><\/h4>\n\n\n\n<p>\u0645\u0635\u0641\u0648\u0641\u0629 <strong>TOWS<\/strong> \u0647\u064a \u0623\u062f\u0627\u0629 \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0645 \u062a\u0637\u0648\u064a\u0631\u0647\u0627 \u0643\u0627\u0645\u062a\u062f\u0627\u062f \u0644\u062a\u062d\u0644\u064a\u0644 <strong>SWOT<\/strong> \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a. \u0628\u064a\u0646\u0645\u0627 \u064a\u0631\u0643\u0632 \u062a\u062d\u0644\u064a\u0644 SWOT \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 (Strengths) \u0648\u0627\u0644\u0636\u0639\u0641 (Weaknesses) \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u0648\u0627\u0644\u0641\u0631\u0635 (Opportunities) \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a (Threats) \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0634\u0643\u0644 \u0645\u0646\u0641\u0635\u0644\u060c \u0641\u0625\u0646 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0647\u0630\u0647 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0623\u0643\u062b\u0631 \u0634\u0645\u0648\u0644\u064a\u0629 \u0648\u0645\u0631\u0648\u0646\u0629.<\/p>\n\n\n\n<p>\u0648\u0641\u0642\u064b\u0627 \u0644\u0640 <strong>(Weihrich, 1982, \u0635. 54)<\/strong>\u060c \u0641\u0625\u0646 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u062a\u064f\u0639\u062a\u0628\u0631 \u0623\u062f\u0627\u0629 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u062a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0639\u0644\u0649 \u062a\u0648\u0644\u064a\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0631\u0628\u0637 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0628\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0637\u0631\u064a\u0642\u0629 \u0645\u0646\u0647\u062c\u064a\u0629. \u064a\u062a\u0645 \u0630\u0644\u0643 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0645\u0639 \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u062a\u0627\u0631\u064a\u062e-\u0646\u0634\u0623\u0629-\u0645\u0635\u0641\u0648\u0641\u0629-tows\"><strong>\u062a\u0627\u0631\u064a\u062e \u0646\u0634\u0623\u0629 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS<\/strong><\/h4>\n\n\n\n<p>\u062a\u0645 \u062a\u0642\u062f\u064a\u0645 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0644\u0623\u0648\u0644 \u0645\u0631\u0629 \u0628\u0648\u0627\u0633\u0637\u0629 <strong>\u0647\u064a\u0646\u0632 \u0648\u0627\u064a\u0647\u0631\u062a\u0634 (Heinz Weihrich)<\/strong> \u0641\u064a \u0639\u0627\u0645 1982 (Weihrich, 1982, \u0635. 54). \u062c\u0627\u0621\u062a \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0627\u0629 \u0643\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u0648\u0627\u062c\u0647\u0647\u0627 \u062a\u062d\u0644\u064a\u0644 SWOT \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u060c \u062d\u064a\u062b \u0643\u0627\u0646 \u064a\u064f\u0639\u062a\u0628\u0631 \u0623\u0646\u0647 \u064a\u0641\u062a\u0642\u0631 \u0625\u0644\u0649 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0627\u0644\u0643\u0627\u0641\u064a \u0639\u0644\u0649 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a\u060c \u0642\u062f\u0645 \u0648\u0627\u064a\u0647\u0631\u062a\u0634 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0643\u0648\u0633\u064a\u0644\u0629 \u0644\u0631\u0628\u0637 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0628\u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0628\u0637\u0631\u064a\u0642\u0629 \u0645\u0646\u0647\u062c\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0637\u0628\u064a\u0639\u0629-\u0639\u0645\u0644-\u0645\u0635\u0641\u0648\u0641\u0629-tows\"><strong>\u0637\u0628\u064a\u0639\u0629 \u0639\u0645\u0644 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS<\/strong><\/h4>\n\n\n\n<p>\u062a\u0639\u0645\u0644 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0639\u0644\u0649 \u0623\u0633\u0627\u0633 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0623\u0631\u0628\u0639\u0629 (\u0627\u0644\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u064a\u0629 \u0648\u0627\u0644\u0636\u0639\u064a\u0641\u0629\u060c \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a) \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062a\u0643\u0627\u0645\u0644\u0629. \u064a\u062a\u0645 \u0630\u0644\u0643 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0642\u0633\u064a\u0645 \u0627\u0644\u0645\u0635\u0641\u0648\u0641\u0629 \u0625\u0644\u0649 \u0623\u0631\u0628\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0631\u0626\u064a\u0633\u064a\u0629:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a SO (Strengths-Opportunities):<\/strong><br>\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062a\u0627\u062d\u0629.<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u062b\u0627\u0644:<\/strong> \u0634\u0631\u0643\u0629 \u062a\u0645\u062a\u0644\u0643 \u062a\u0642\u0646\u064a\u0629 \u0645\u062a\u0642\u062f\u0645\u0629 (\u0642\u0648\u0629 \u062f\u0627\u062e\u0644\u064a\u0629) \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647\u0627 \u0644\u062f\u062e\u0648\u0644 \u0623\u0633\u0648\u0627\u0642 \u062c\u062f\u064a\u062f\u0629 (\u0641\u0631\u0635\u0629 \u062e\u0627\u0631\u062c\u064a\u0629) (Alsem, 2024, \u0635. 98).<\/li>\n<\/ul>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a ST (Strengths-Threats):<\/strong><br>\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u062a\u0642\u0644\u064a\u0644 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a.<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u062b\u0627\u0644:<\/strong> \u0634\u0631\u0643\u0629 \u0644\u062f\u064a\u0647\u0627 \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0642\u0648\u064a\u0629 (\u0642\u0648\u0629 \u062f\u0627\u062e\u0644\u064a\u0629) \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647\u0627 \u0644\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0634\u062f\u064a\u062f\u0629 (\u062a\u0647\u062f\u064a\u062f \u062e\u0627\u0631\u062c\u064a) (Weihrich, 1982, \u0635. 56).<\/li>\n<\/ul>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a WO (Weaknesses-Opportunities):<\/strong><br>\u062a\u062d\u0633\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635.<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u062b\u0627\u0644:<\/strong> \u0634\u0631\u0643\u0629 \u062a\u0639\u0627\u0646\u064a \u0645\u0646 \u0636\u0639\u0641 \u0641\u064a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0628\u0634\u0631\u064a\u0629 (\u0636\u0639\u0641 \u062f\u0627\u062e\u0644\u064a) \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0628\u0631\u0627\u0645\u062c \u062a\u062f\u0631\u064a\u0628\u064a\u0629 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0641\u0631\u0635 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 (\u0641\u0631\u0635\u0629 \u062e\u0627\u0631\u062c\u064a\u0629) (Kolbina, 2024, \u0635. 76).<\/li>\n<\/ul>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a WT (Weaknesses-Threats):<\/strong><br>\u062a\u0642\u0644\u064a\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0645\u0639\u064b\u0627.<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u062b\u0627\u0644:<\/strong> \u0634\u0631\u0643\u0629 \u0644\u062f\u064a\u0647\u0627 \u0636\u0639\u0641 \u0641\u064a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u0629 (\u0636\u0639\u0641 \u062f\u0627\u062e\u0644\u064a) \u064a\u0645\u0643\u0646\u0647\u0627 \u062a\u062d\u0633\u064a\u0646\u0647\u0627 \u0644\u062a\u062c\u0646\u0628 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (\u062a\u0647\u062f\u064a\u062f \u062e\u0627\u0631\u062c\u064a) (Helms &amp; Nixon, 2010, \u0635. 30).<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0639\u0644\u0627\u0642\u0629-\u0645\u0635\u0641\u0648\u0641\u0629-tows-\u0628\u062a\u062d\u0644\u064a\u0644-swot\"><strong>\u0639\u0644\u0627\u0642\u0629 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0628\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/h4>\n\n\n\n<p>\u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u062a\u064f\u0639\u062a\u0628\u0631 \u062a\u0637\u0648\u064a\u0631\u064b\u0627 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u060c \u062d\u064a\u062b \u062a\u0636\u064a\u0641 \u0628\u0639\u062f\u064b\u0627 \u062c\u062f\u064a\u062f\u064b\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0628\u064a\u0646\u0645\u0627 \u064a\u0631\u0643\u0632 \u062a\u062d\u0644\u064a\u0644 SWOT \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0628\u0634\u0643\u0644 \u0645\u0646\u0641\u0635\u0644\u060c \u062a\u0633\u0639\u0649 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0625\u0644\u0649 \u062f\u0645\u062c \u0647\u0630\u0647 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629 \u0648\u0641\u0639\u0627\u0644\u0629.<\/p>\n\n\n\n<p>\u0648\u0641\u0642\u064b\u0627 \u0644\u0640 <strong>(Alsem, 2024, \u0635. 98)<\/strong>\u060c \u0641\u0625\u0646 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u062a\u062a\u064a\u062d \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u062a\u062d\u0648\u064a\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0625\u0644\u0649 \u0641\u0631\u0635 \u0648\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a. \u0643\u0645\u0627 \u0623\u0646 \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0627\u0629 \u062a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u062d\u0643\u0645 \u0627\u0644\u0634\u062e\u0635\u064a \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0648\u0641\u064a\u0631 \u0625\u0637\u0627\u0631 \u0645\u0646\u0647\u062c\u064a \u0644\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0627\u062a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0623\u0647\u0645\u064a\u0629-\u0645\u0635\u0641\u0648\u0641\u0629-tows-\u0641\u064a-\u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a-\u0627\u0644\u0639\u0645\u0644\u064a\u0629\"><strong>\u0623\u0647\u0645\u064a\u0629 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0641\u064a \u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u064a\u0629<\/strong><\/h4>\n\n\n\n<p>\u0645\u0646 \u062e\u0644\u0627\u0644 \u062f\u0631\u0627\u0633\u0629 \u062d\u0627\u0644\u0629 \u0639\u0645\u0644\u064a\u0629 \u0645\u062b\u0644 \u0634\u0631\u0643\u0629 \u063a\u0630\u0627\u0626\u064a\u0629\u060c \u064a\u0648\u0636\u062d <strong>(Kolbina, 2024, \u0635. 76)<\/strong> \u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0623\u0646 \u062a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u062f \u062a\u0633\u062a\u062e\u062f\u0645 \u0627\u0644\u0634\u0631\u0643\u0629 \u0646\u0642\u0627\u0637 \u0642\u0648\u062a\u0647\u0627 \u0645\u062b\u0644 \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062a\u0627\u062d\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629. \u0643\u0645\u0627 \u064a\u0645\u0643\u0646\u0647\u0627 \u062a\u062d\u0633\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0645\u062b\u0644 \u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u062a\u0648\u0631\u064a\u062f \u0644\u062a\u0642\u0644\u064a\u0644 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0645\u062b\u0644 \u0627\u0631\u062a\u0641\u0627\u0639 \u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u0625\u0646\u062a\u0627\u062c.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0645\u0644\u062e\u0635-\u0623\u0647\u0645-\u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a-\u0627\u0644\u062a\u0641\u0635\u064a\u0644\u064a\u0629-\u0628\u064a\u0646-\u062a\u062d\u0644\u064a\u0644-swot-\u0648\u0645\u0635\u0641\u0648\u0641\u0629-tows\">\u0645\u0644\u062e\u0635 \u0623\u0647\u0645 \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a \u0627\u0644\u062a\u0641\u0635\u064a\u0644\u064a\u0629 \u0628\u064a\u0646 <strong>\u062a\u062d\u0644\u064a\u0644 SWOT <\/strong>\u0648<strong>\u0645\u0635\u0641\u0648\u0641\u0629 TOWS <\/strong><\/h4>\n\n\n\n<p>\u062c\u062f\u0648\u0644 \u064a\u0648\u0636\u062d \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a \u0627\u0644\u062a\u0641\u0635\u064a\u0644\u064a\u0629 \u0628\u064a\u0646 <strong>\u062a\u062d\u0644\u064a\u0644 SWOT <\/strong>\u0648<strong>\u0645\u0635\u0641\u0648\u0641\u0629 TOWS <\/strong>\u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u062a\u0648\u0641\u0631\u0629 \u0641\u064a \u0627\u0644\u0645\u0644\u0641\u0627\u062a \u0627\u0644\u0645\u0631\u0641\u0642\u0629. \u0627\u0644\u062c\u062f\u0648\u0644 \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0643\u0644 \u0623\u062f\u0627\u0629 \u0639\u0646 \u0627\u0644\u0623\u062e\u0631\u0649:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>\u0627\u0644\u0639\u0646\u0635\u0631<\/strong><\/th><th><strong>\u062a\u062d\u0644\u064a\u0644 SWOT<\/strong><\/th><th><strong>\u0645\u0635\u0641\u0648\u0641\u0629 TOWS<\/strong><\/th><\/tr><\/thead><tbody><tr><td><strong>\u0627\u0644\u062a\u0639\u0631\u064a\u0641<\/strong><\/td><td>\u0623\u062f\u0627\u0629 \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u062a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 (Strengths) \u0648\u0627\u0644\u0636\u0639\u0641 (Weaknesses) \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u0648\u0627\u0644\u0641\u0631\u0635 (Opportunities) \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a (Threats) \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0634\u0643\u0644 \u0645\u0646\u0641\u0635\u0644.<\/td><td>\u0627\u0645\u062a\u062f\u0627\u062f \u0644\u062a\u062d\u0644\u064a\u0644 SWOT\u060c \u062d\u064a\u062b \u064a\u062a\u0645 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062a\u0643\u0627\u0645\u0644\u0629.<\/td><\/tr><tr><td><strong>\u0627\u0644\u0645\u0637\u0648\u0631\/\u0627\u0644\u062a\u0627\u0631\u064a\u062e<\/strong><\/td><td>\u062a\u0645 \u062a\u0637\u0648\u064a\u0631\u0647 \u0641\u064a \u0627\u0644\u062e\u0645\u0633\u064a\u0646\u064a\u0627\u062a \u0645\u0646 \u0642\u0628\u0644<strong>\u0643\u064a\u0646\u064a\u062b \u0623\u0646\u062f\u0631\u0648\u0632<\/strong>\u0648<strong>\u062c\u0648\u0631\u062c \u0623\u0644\u0628\u0631\u062a \u0633\u0645\u064a\u062b<\/strong>.<\/td><td>\u062a\u0645 \u062a\u0642\u062f\u064a\u0645\u0647 \u0641\u064a \u0639\u0627\u0645 1982 \u0628\u0648\u0627\u0633\u0637\u0629<strong>\u0647\u064a\u0646\u0632 \u0648\u0627\u064a\u0647\u0631\u062a\u0634 (Heinz Weihrich)<\/strong>\u0643\u062a\u0637\u0648\u064a\u0631 \u0644\u062a\u062d\u0644\u064a\u0644 SWOT \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a.<\/td><\/tr><tr><td><strong>\u0627\u0644\u0647\u062f\u0641 \u0627\u0644\u0623\u0633\u0627\u0633\u064a<\/strong><\/td><td>\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0634\u0643\u0644 \u0645\u0646\u0641\u0635\u0644 \u0644\u0641\u0647\u0645 \u0627\u0644\u0648\u0636\u0639 \u0627\u0644\u062d\u0627\u0644\u064a \u0644\u0644\u0645\u0624\u0633\u0633\u0629.<\/td><td>\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629 \u0648\u0645\u062a\u0643\u0627\u0645\u0644\u0629.<\/td><\/tr><tr><td><strong>\u0627\u0644\u0645\u0646\u0647\u062c\u064a\u0629<\/strong><\/td><td>\u064a\u062a\u0645 \u0625\u062f\u0631\u0627\u062c \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0623\u0631\u0628\u0639\u0629 (\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629\u060c \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641\u060c \u0627\u0644\u0641\u0631\u0635\u060c \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a) \u0641\u064a \u0645\u062d\u0627\u0648\u0631 \u0623\u0648 \u062e\u0644\u0627\u064a\u0627 \u0645\u0646\u0641\u0635\u0644\u0629.<\/td><td>\u064a\u062a\u0645 \u0631\u0628\u0637 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0623\u0631\u0628\u0639\u0629 \u0645\u0639\u064b\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062d\u062f\u062f\u0629 (SO, ST, WO, WT).<\/td><\/tr><tr><td><strong>\u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644<\/strong><\/td><td>\u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0628\u0634\u0643\u0644 \u0645\u0633\u062a\u0642\u0644 \u062f\u0648\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646\u0647\u0627.<\/td><td>\u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0639\u0645\u0644\u064a\u0629.<\/td><\/tr><tr><td><strong>\u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062f\u0627\u0639\u0645\u0629<\/strong><\/td><td>\u064a\u0645\u0643\u0646 \u062f\u0645\u062c\u0647\u0627 \u0645\u0639 \u0623\u062f\u0648\u0627\u062a \u0623\u062e\u0631\u0649 \u0645\u062b\u0644 PESTEL \u0623\u0648 Five Forces Model \u0644\u062a\u062d\u0633\u064a\u0646 \u0641\u0647\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629.<\/td><td>\u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u062a\u062d\u0644\u064a\u0644 SWOT \u0648\u064a\u0636\u064a\u0641 \u0625\u0644\u064a\u0647 \u0625\u0637\u0627\u0631\u064b\u0627 \u0645\u0646\u0647\u062c\u064a\u064b\u0627 \u0644\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644.<\/td><\/tr><tr><td><strong>\u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u064a\u0629<\/strong><\/td><td>\u064a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u0641\u0647\u0645 \u0627\u0644\u0648\u0636\u0639 \u0627\u0644\u062d\u0627\u0644\u064a \u0644\u0644\u0645\u0624\u0633\u0633\u0629 \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0627\u062a.<\/td><td>\u064a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629 \u062a\u0633\u062a\u062c\u064a\u0628 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648\u062a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629.<\/td><\/tr><tr><td><strong>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062a\u0641\u0635\u064a\u0644<\/strong><\/td><td>\u064a\u0648\u0641\u0631 \u0631\u0624\u064a\u0629 \u0639\u0627\u0645\u0629 \u062d\u0648\u0644 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0645\u0624\u062b\u0631\u0629 \u062f\u0648\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647\u0627.<\/td><td>\u064a\u0648\u0641\u0631 \u062e\u0637\u0637 \u0639\u0645\u0644 \u0645\u0641\u0635\u0644\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062d\u062f\u062f\u0629 \u0644\u0643\u0644 \u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644.<\/td><\/tr><tr><td><strong>\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a<\/strong><\/td><td>\u0642\u062f \u064a\u0643\u0648\u0646 \u063a\u064a\u0631 \u0634\u0627\u0645\u0644 \u0625\u0630\u0627 \u0644\u0645 \u064a\u062a\u0645 \u062f\u0639\u0645\u0647 \u0628\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0625\u0636\u0627\u0641\u064a\u0629.<\/td><td>\u064a\u062a\u0637\u0644\u0628 \u0628\u064a\u0627\u0646\u0627\u062a \u062f\u0642\u064a\u0642\u0629 \u0648\u062a\u062d\u0644\u064a\u0644\u064b\u0627 \u062f\u0642\u064a\u0642\u064b\u0627 \u0644\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0627\u0644\u0642\u0635\u0648\u0649 \u0645\u0646\u0647.<\/td><\/tr><tr><td><strong>\u0627\u0644\u0645\u0631\u062c\u0639 \u0627\u0644\u0631\u0626\u064a\u0633\u064a<\/strong><\/td><td><strong>(Pickton &amp; Wright, 1998)<\/strong><\/td><td><strong>(Weihrich, 1982)<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0634\u0631\u062d-\u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a-\u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\"><strong>\u0634\u0631\u062d \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629:<\/strong><\/h4>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0647\u062f\u0641 \u0627\u0644\u0623\u0633\u0627\u0633\u064a:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>SWOT <\/strong>: \u064a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u0648\u0641\u064a\u0631 \u0641\u0647\u0645 \u0634\u0627\u0645\u0644 \u0644\u0644\u0648\u0636\u0639 \u0627\u0644\u062d\u0627\u0644\u064a \u0644\u0644\u0645\u0624\u0633\u0633\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0634\u0643\u0644 \u0645\u0646\u0641\u0635\u0644.<\/li>\n\n\n\n<li><strong>TOWS <\/strong>: \u064a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0646\u0647\u062c\u064a\u0629:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>SWOT <\/strong>: \u064a\u062a\u0645 \u0625\u062f\u0631\u0627\u062c \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0623\u0631\u0628\u0639\u0629 \u0641\u064a \u0645\u062d\u0627\u0648\u0631 \u0645\u0646\u0641\u0635\u0644\u0629 \u062f\u0648\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646\u0647\u0627.<\/li>\n\n\n\n<li><strong>TOWS <\/strong>: \u064a\u062a\u0645 \u0631\u0628\u0637 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0623\u0631\u0628\u0639\u0629 \u0645\u0639\u064b\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062d\u062f\u062f\u0629 (\u0645\u062b\u0644 SO, ST, WO, WT).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u064a\u0629:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>SWOT <\/strong>: \u064a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u0641\u0647\u0645 \u0627\u0644\u0648\u0636\u0639 \u0627\u0644\u062d\u0627\u0644\u064a \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0627\u062a.<\/li>\n\n\n\n<li><strong>TOWS <\/strong>: \u064a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629 \u062a\u0633\u062a\u062c\u064a\u0628 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648\u062a\u0633\u0627\u0639\u062f \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062a\u0641\u0635\u064a\u0644:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>SWOT <\/strong>: \u064a\u0648\u0641\u0631 \u0631\u0624\u064a\u0629 \u0639\u0627\u0645\u0629 \u062f\u0648\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0639\u0648\u0627\u0645\u0644.<\/li>\n\n\n\n<li><strong>TOWS <\/strong>: \u064a\u0648\u0641\u0631 \u062e\u0637\u0637 \u0639\u0645\u0644 \u0645\u0641\u0635\u0644\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062d\u062f\u062f\u0629 \u0644\u0643\u0644 \u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>SWOT <\/strong>: \u0642\u062f \u064a\u0643\u0648\u0646 \u063a\u064a\u0631 \u0634\u0627\u0645\u0644 \u0625\u0630\u0627 \u0644\u0645 \u064a\u062a\u0645 \u062f\u0639\u0645\u0647 \u0628\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0625\u0636\u0627\u0641\u064a\u0629.<\/li>\n\n\n\n<li><strong>TOWS <\/strong>: \u064a\u062a\u0637\u0644\u0628 \u0628\u064a\u0627\u0646\u0627\u062a \u062f\u0642\u064a\u0642\u0629 \u0648\u062a\u062d\u0644\u064a\u0644\u064b\u0627 \u062f\u0642\u064a\u0642\u064b\u0627 \u0644\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0627\u0644\u0642\u0635\u0648\u0649 \u0645\u0646\u0647.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u0637\u0628\u064a\u0642-\u0645\u0635\u0641\u0648\u0641\u0629-TOWS-\u0639\u0644\u0649-\u0634\u0631\u0643\u0629-\u0641\u0648\u0644\u0643\u0633-\u0641\u0627\u062c\u0646-1024x576.png\" alt=\"\u062a\u0637\u0628\u064a\u0642 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0639\u0644\u0649 \u0634\u0631\u0643\u0629 \u0641\u0648\u0644\u0643\u0633 \u0641\u0627\u062c\u0646 \u0643\u0645\u062b\u0627\u0644 \u0639\u0645\u0644\u064a \u0644\u062a\u062d\u0644\u064a\u0644 SWOT.\" class=\"wp-image-3964\" style=\"width:941px;height:auto\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u0637\u0628\u064a\u0642-\u0645\u0635\u0641\u0648\u0641\u0629-TOWS-\u0639\u0644\u0649-\u0634\u0631\u0643\u0629-\u0641\u0648\u0644\u0643\u0633-\u0641\u0627\u062c\u0646-1024x576.png 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u0637\u0628\u064a\u0642-\u0645\u0635\u0641\u0648\u0641\u0629-TOWS-\u0639\u0644\u0649-\u0634\u0631\u0643\u0629-\u0641\u0648\u0644\u0643\u0633-\u0641\u0627\u062c\u0646-300x169.png 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u0637\u0628\u064a\u0642-\u0645\u0635\u0641\u0648\u0641\u0629-TOWS-\u0639\u0644\u0649-\u0634\u0631\u0643\u0629-\u0641\u0648\u0644\u0643\u0633-\u0641\u0627\u062c\u0646-768x432.png 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u0637\u0628\u064a\u0642-\u0645\u0635\u0641\u0648\u0641\u0629-TOWS-\u0639\u0644\u0649-\u0634\u0631\u0643\u0629-\u0641\u0648\u0644\u0643\u0633-\u0641\u0627\u062c\u0646-18x10.png 18w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u0637\u0628\u064a\u0642-\u0645\u0635\u0641\u0648\u0641\u0629-TOWS-\u0639\u0644\u0649-\u0634\u0631\u0643\u0629-\u0641\u0648\u0644\u0643\u0633-\u0641\u0627\u062c\u0646.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u062a\u0637\u0628\u064a\u0642 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0639\u0644\u0649 \u0634\u0631\u0643\u0629 \u0641\u0648\u0644\u0643\u0633 \u0641\u0627\u062c\u0646 \u0643\u0645\u062b\u0627\u0644 \u0639\u0645\u0644\u064a \u0644\u062a\u062d\u0644\u064a\u0644 SWOT.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u062f\u0631\u0627\u0633\u0629-\u062d\u0627\u0644\u0629\">\u062f\u0631\u0627\u0633\u0629 \u062d\u0627\u0644\u0629: <strong>\u0643\u064a\u0641 \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u062f\u0627\u064a\u0645\u0644\u0631-\u0628\u0646\u0632 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS \u0641\u064a \u0642\u0633\u0645 \u0633\u064a\u0627\u0631\u0627\u062a \u0645\u0631\u0633\u064a\u062f\u0633-\u0628\u0646\u0632<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0627\u0644\u062e\u0644\u0641\u064a\u0629\"><strong>\u0627\u0644\u062e\u0644\u0641\u064a\u0629<\/strong><\/h4>\n\n\n\n<p>\u0641\u064a \u062f\u0631\u0627\u0633\u0629 \u062d\u0627\u0644\u0629 <strong>\u062f\u0627\u064a\u0645\u0644\u0631-\u0628\u0646\u0632 (Daimler-Benz)<\/strong>\u060c \u062a\u0645 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0635\u0641\u0648\u0641\u0629 <strong>TOWS<\/strong> \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u0642\u0633\u0645 \u0633\u064a\u0627\u0631\u0627\u062a <strong>\u0645\u0631\u0633\u064a\u062f\u0633-\u0628\u0646\u0632<\/strong>. \u0627\u0644\u0647\u062f\u0641 \u0643\u0627\u0646 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0641\u0639\u0627\u0644\u0629 \u062a\u0633\u062a\u0646\u062f \u0625\u0644\u0649 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 (\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641) \u0648\u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 (\u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a). \u062a\u0645 \u0625\u062c\u0631\u0627\u0621 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0641\u064a \u0623\u0648\u0627\u0626\u0644 \u0627\u0644\u062a\u0633\u0639\u064a\u0646\u064a\u0627\u062a\u060c \u0648\u0647\u064a \u0641\u062a\u0631\u0629 \u0645\u0644\u064a\u0626\u0629 \u0628\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0645\u062b\u0644 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0648\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629.<\/p>\n\n\n\n<p>(\u0627\u0644\u0645\u0635\u062f\u0631: <strong>Weihrich, H. (1993). &#8220;Daimler-Benz\u2019s move towards the next century&#8221;, European Business Review, Vol. 93, No. 1.<\/strong>)<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u062a\u062d\u062f\u064a\u062f-\u0627\u0644\u0639\u0648\u0627\u0645\u0644-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629\"><strong>\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629<\/strong><\/h4>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"1-\u0646\u0642\u0627\u0637-\u0627\u0644\u0642\u0648\u0629-strengths\"><strong>1. \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 (Strengths):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0635\u0648\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0641\u0627\u062e\u0631\u0629<\/strong>: \u0645\u0631\u0633\u064a\u062f\u0633 \u062a\u064f\u0639\u062a\u0628\u0631 \u0631\u0645\u0632\u064b\u0627 \u0644\u0644\u062c\u0648\u062f\u0629 \u0648\u0627\u0644\u0631\u0641\u0627\u0647\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629<\/strong>: \u0627\u0644\u0634\u0631\u0643\u0629 \u0643\u0627\u0646\u062a \u0631\u0627\u0626\u062f\u0629 \u0641\u064a \u0645\u062c\u0627\u0644\u0627\u062a \u0645\u062b\u0644 \u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0648\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0645\u062d\u0631\u0643\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0648\u0642\u0639 \u0627\u0644\u062c\u063a\u0631\u0627\u0641\u064a<\/strong>: \u0627\u0644\u0642\u0631\u0628 \u0645\u0646 \u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646 \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a\u064a\u0646.<\/li>\n\n\n\n<li><strong>\u062a\u0645\u0648\u064a\u0644 \u0642\u0648\u064a<\/strong>: \u0627\u0644\u0633\u064a\u0648\u0644\u0629 \u0627\u0644\u0646\u0642\u062f\u064a\u0629 \u0627\u0644\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u062a\u064a\u062d \u0641\u0631\u0635\u064b\u0627 \u0644\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631.<\/li>\n<\/ul>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"2-\u0646\u0642\u0627\u0637-\u0627\u0644\u0636\u0639\u0641-weaknesses\"><strong>2. \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 (Weaknesses):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u0645\u0631\u062a\u0641\u0639\u0629<\/strong>: \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0628\u0627\u0647\u0638 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0645\u0642\u0627\u0631\u0646\u0629\u064b \u0628\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u0646\u062c\u0627\u062d\u0627\u062a \u0627\u0644\u0633\u0627\u0628\u0642\u0629<\/strong>: \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0627\u0644\u0632\u0627\u0626\u062f \u0639\u0644\u0649 \u0627\u0644\u0645\u0627\u0636\u064a \u0648\u0639\u062f\u0645 \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062d\u062f\u064a\u062b.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0646\u0648\u0639 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a<\/strong>: \u0627\u0644\u062a\u0639\u0642\u064a\u062f \u0641\u064a \u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0623\u062f\u0649 \u0625\u0644\u0649 \u0628\u0637\u0621 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u0636\u0639\u0641 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u064a\u0627\u0628\u0627\u0646\u064a<\/strong>: \u062d\u0635\u0629 \u0636\u0626\u064a\u0644\u0629 \u0641\u064a \u0633\u0648\u0642 \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0641\u0627\u062e\u0631\u0629 \u0641\u064a \u0627\u0644\u064a\u0627\u0628\u0627\u0646.<\/li>\n<\/ul>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u0641\u0631\u0635-opportunities\"><strong>3. \u0627\u0644\u0641\u0631\u0635 (Opportunities):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0637\u0644\u0628 \u0639\u0644\u0649 \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0641\u0627\u062e\u0631\u0629<\/strong>: \u0628\u0633\u0628\u0628 \u0627\u0631\u062a\u0641\u0627\u0639 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u062f\u062e\u0644 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629.<\/li>\n\n\n\n<li><strong>\u062a\u0648\u0633\u0639 \u0627\u0644\u0627\u062a\u062d\u0627\u062f \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a (EC 1992)<\/strong>: \u0641\u0631\u0635 \u062c\u062f\u064a\u062f\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a\u0629 \u0627\u0644\u0645\u0648\u062d\u062f\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629<\/strong>: \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u062a\u0648\u0641\u0631 \u0641\u0631\u0635\u064b\u0627 \u0644\u062a\u0637\u0648\u064a\u0631 \u0633\u064a\u0627\u0631\u0627\u062a \u0623\u0643\u062b\u0631 \u0630\u0643\u0627\u0621\u064b.<\/li>\n\n\n\n<li><strong>\u0633\u0648\u0642 \u0623\u0648\u0631\u0648\u0628\u0627 \u0627\u0644\u0634\u0631\u0642\u064a\u0629<\/strong>: \u062e\u0627\u0635\u0629 \u0628\u0639\u062f \u0625\u0639\u0627\u062f\u0629 \u062a\u0648\u062d\u064a\u062f \u0623\u0644\u0645\u0627\u0646\u064a\u0627\u060c \u062d\u064a\u062b \u0623\u0635\u0628\u062d\u062a \u0623\u0633\u0648\u0627\u0642 \u0634\u0631\u0642 \u0623\u0648\u0631\u0648\u0628\u0627 \u062c\u0630\u0627\u0628\u0629.<\/li>\n<\/ul>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"4-\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a-threats\"><strong>4. \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a (Threats):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u0631\u0627\u062c\u0639 \u0627\u0644\u0637\u0644\u0628 \u0639\u0644\u0649 \u0627\u0644\u062f\u0641\u0627\u0639 \u0627\u0644\u0639\u0633\u0643\u0631\u064a<\/strong>: \u0628\u0633\u0628\u0628 \u062a\u062d\u0633\u0646 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0634\u0631\u0642 \u0648\u0627\u0644\u063a\u0631\u0628.<\/li>\n\n\n\n<li><strong>\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/strong>: \u0645\u0646 \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 BMW\u060c Volvo\u060c Lexus\u060c \u0648Infinity.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u064a\u0627\u0628\u0627\u0646\u064a<\/strong>: BMW \u0648\u063a\u064a\u0631\u0647\u0627 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u062f\u0623\u062a \u062a\u0633\u064a\u0637\u0631 \u0639\u0644\u0649 \u0627\u0644\u0633\u0648\u0642.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629<\/strong>: \u0645\u062b\u0644 \u0627\u0644\u0631\u0643\u0648\u062f \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a \u0627\u0644\u0630\u064a \u0642\u062f \u064a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0645\u0628\u064a\u0639\u0627\u062a \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0641\u0627\u062e\u0631\u0629.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u062a\u0637\u0628\u064a\u0642-\u0645\u0635\u0641\u0648\u0641\u0629-tows\"><strong>\u062a\u0637\u0628\u064a\u0642 \u0645\u0635\u0641\u0648\u0641\u0629 TOWS<\/strong><\/h4>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"1-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-s-o-strengths-opportunities\"><strong>1. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 S-O (Strengths-Opportunities):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635<\/strong>:<\/li>\n\n\n\n<li><strong>\u062a\u0637\u0648\u064a\u0631 \u0646\u0645\u0627\u0630\u062c \u062c\u062f\u064a\u062f\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629<\/strong>: \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u062e\u0628\u0631\u062a\u0647\u0627 \u0641\u064a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0644\u062a\u0637\u0648\u064a\u0631 \u0633\u064a\u0627\u0631\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0630\u0627\u062a \u062a\u0642\u0646\u064a\u0627\u062a \u0639\u0627\u0644\u064a\u0629 \u0645\u062b\u0644 \u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0627\u0644\u0630\u0643\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0644\u0644\u0627\u0633\u062a\u062d\u0648\u0627\u0630<\/strong>: \u0627\u0633\u062a\u062b\u0645\u0631\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u062d\u0648\u0627\u0630 \u0644\u062a\u0648\u0633\u064a\u0639 \u0642\u062f\u0631\u0627\u062a\u0647\u0627 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>\u0627\u0644\u0639\u0648\u0627\u0645\u0644<\/strong><\/th><th><strong>\u0627\u0644\u062e\u0637\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/th><\/tr><\/thead><tbody><tr><td>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 + \u0627\u0644\u0641\u0631\u0635<\/td><td>\u062a\u0637\u0648\u064a\u0631 \u0633\u064a\u0627\u0631\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0628\u0623\u0633\u0639\u0627\u0631 \u0645\u0631\u062a\u0641\u0639\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0645\u062a\u0642\u062f\u0645\u0629.<\/td><\/tr><tr><td>\u0627\u0644\u062a\u0645\u0648\u064a\u0644 \u0627\u0644\u0642\u0648\u064a + \u0641\u0631\u0635 \u0627\u0644\u0633\u0648\u0642<\/td><td>\u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 \u0645\u062b\u0644 \u0623\u0648\u0631\u0648\u0628\u0627 \u0627\u0644\u0634\u0631\u0642\u064a\u0629.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"2-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-w-o-weaknesses-opportunities\"><strong>2. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 W-O (Weaknesses-Opportunities):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u0633\u064a\u0646 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635<\/strong>:<\/li>\n\n\n\n<li><strong>\u062e\u0641\u0636 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0635\u0646\u064a\u0639 \u0627\u0644\u0645\u0631\u0646<\/strong>: \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0623\u062a\u0645\u062a\u0629 \u0644\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641.<\/li>\n\n\n\n<li><strong>\u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645<\/strong>: \u0642\u0627\u0645\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0628\u0625\u0639\u0627\u062f\u0629 \u0647\u064a\u0643\u0644\u0629 \u0639\u0645\u0644\u064a\u0627\u062a\u0647\u0627 \u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>\u0627\u0644\u0639\u0648\u0627\u0645\u0644<\/strong><\/th><th><strong>\u0627\u0644\u062e\u0637\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/th><\/tr><\/thead><tbody><tr><td>\u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 + \u0627\u0644\u0641\u0631\u0635<\/td><td>\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0635\u0646\u064a\u0639 \u0627\u0644\u0645\u0631\u0646 \u0648\u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645.<\/td><\/tr><tr><td>\u0627\u0644\u062a\u0646\u0648\u0639 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a + \u0641\u0631\u0635 \u0627\u0644\u0633\u0648\u0642<\/td><td>\u0625\u0646\u0634\u0627\u0621 \u0634\u0631\u0643\u0627\u062a \u0642\u0627\u0628\u0636\u0629 \u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"3-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-s-t-strengths-threats\"><strong>3. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 S-T (Strengths-Threats):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a<\/strong>:<\/li>\n\n\n\n<li><strong>\u0627\u0633\u062a\u0647\u062f\u0627\u0641 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062c\u062f\u064a\u062f\u0629<\/strong>: \u0627\u0633\u062a\u063a\u0644\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0635\u0648\u0631\u062a\u0647\u0627 \u0643\u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u0627\u062e\u0631\u0629 \u0644\u062f\u062e\u0648\u0644 \u0623\u0633\u0648\u0627\u0642 \u062c\u062f\u064a\u062f\u0629 \u0645\u062b\u0644 \u0627\u0644\u0635\u064a\u0646.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627<\/strong>: \u0637\u0648\u0631\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0633\u064a\u0627\u0631\u0627\u062a \u0630\u0643\u064a\u0629 \u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0645\u062a\u0632\u0627\u064a\u062f\u0629.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>\u0627\u0644\u0639\u0648\u0627\u0645\u0644<\/strong><\/th><th><strong>\u0627\u0644\u062e\u0637\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/th><\/tr><\/thead><tbody><tr><td>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 + \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a<\/td><td>\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0644\u062a\u0637\u0648\u064a\u0631 \u0633\u064a\u0627\u0631\u0627\u062a \u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/td><\/tr><tr><td>\u0627\u0644\u0635\u0648\u0631\u0629 \u0627\u0644\u0641\u0627\u062e\u0631\u0629 + \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/td><td>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u062e\u062f\u0645\u0627\u062a \u0645\u0627 \u0628\u0639\u062f \u0627\u0644\u0628\u064a\u0639 \u0644\u062a\u0639\u0632\u064a\u0632 \u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"4-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-w-t-weaknesses-threats\"><strong>4. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 W-T (Weaknesses-Threats):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u0642\u0644\u064a\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0645\u0639\u064b\u0627<\/strong>:<\/li>\n\n\n\n<li><strong>\u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u0647\u064a\u0643\u0644\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629<\/strong>: \u0642\u0644\u0644\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0646 \u0627\u0644\u0628\u064a\u0631\u0648\u0642\u0631\u0627\u0637\u064a\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u0645\u0631\u0648\u0646\u062a\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0642\u0648\u064a\u0629<\/strong>: \u0631\u0643\u0632\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a\u0629 \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u064a\u0627\u0628\u0627\u0646\u064a\u0629.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>\u0627\u0644\u0639\u0648\u0627\u0645\u0644<\/strong><\/th><th><strong>\u0627\u0644\u062e\u0637\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/th><\/tr><\/thead><tbody><tr><td>\u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 + \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a<\/td><td>\u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u0647\u064a\u0643\u0644\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629.<\/td><\/tr><tr><td>\u0627\u0644\u0636\u0639\u0641 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u064a\u0627\u0628\u0627\u0646\u064a + \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629<\/td><td>\u0627\u0644\u0627\u0646\u0633\u062d\u0627\u0628 \u0627\u0644\u062c\u0632\u0626\u064a \u0645\u0646 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u064a\u0627\u0628\u0627\u0646\u064a \u0648\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a\u0629.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u062c\u062f\u0648\u0644-\u064a\u0648\u0636\u062d-\u0627\u0644\u062e\u064a\u0627\u0631\u0627\u062a-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\"><strong>\u062c\u062f\u0648\u0644 \u064a\u0648\u0636\u062d \u0627\u0644\u062e\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/h4>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>\u0627\u0644\u0631\u0628\u0639<\/strong><\/th><th><strong>\u0627\u0644\u0639\u0648\u0627\u0645\u0644<\/strong><\/th><th><strong>\u0627\u0644\u062e\u0637\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/th><\/tr><\/thead><tbody><tr><td><strong>S-O<\/strong><\/td><td>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 + \u0627\u0644\u0641\u0631\u0635<\/td><td>\u062a\u0637\u0648\u064a\u0631 \u0633\u064a\u0627\u0631\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629.<\/td><\/tr><tr><td><strong>W-O<\/strong><\/td><td>\u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 + \u0627\u0644\u0641\u0631\u0635<\/td><td>\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0635\u0646\u064a\u0639 \u0627\u0644\u0645\u0631\u0646 \u0648\u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645.<\/td><\/tr><tr><td><strong>S-T<\/strong><\/td><td>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 + \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a<\/td><td>\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0644\u062a\u0637\u0648\u064a\u0631 \u0633\u064a\u0627\u0631\u0627\u062a \u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/td><\/tr><tr><td><strong>W-T<\/strong><\/td><td>\u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 + \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a<\/td><td>\u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u0647\u064a\u0643\u0644\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0645\u0627-\u0647\u0648-\u0627\u0644\u062e\u064a\u0627\u0631-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a-\u0644\u0634\u0631\u0643\u0629-\u0645\u0631\u0633\u064a\u062f\u0633-\u0628\u0646\u0632-\u0628\u0639\u062f-\u0627\u0633\u062a\u062e\u062f\u0627\u0645-\u062a\u062d\u0644\u064a\u0644-tows\">\u0645\u0627 \u0647\u0648 \u0627\u0644\u062e\u064a\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0634\u0631\u0643\u0629 <strong>\u0645\u0631\u0633\u064a\u062f\u0633-\u0628\u0646\u0632 <\/strong>\u0628\u0639\u062f \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 <strong>TOWS<\/strong>\u061f<\/h4>\n\n\n\n<p>\u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u062d\u0627\u0644\u0629 <strong>\u0645\u0631\u0633\u064a\u062f\u0633-\u0628\u0646\u0632 <\/strong>\u0648\u062a\u062d\u0644\u064a\u0644 <strong>TOWS <\/strong>\u0627\u0644\u0630\u064a \u062a\u0645 \u062a\u0642\u062f\u064a\u0645\u0647 \u0641\u064a \u0627\u0644\u0645\u0631\u062c\u0639 (Weihrich, 1993)\u060c \u0641\u0625\u0646 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0645 \u062a\u0642\u062a\u0635\u0631 \u0639\u0644\u0649 \u0627\u062e\u062a\u064a\u0627\u0631 \u062e\u064a\u0627\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0648\u0627\u062d\u062f \u0641\u0642\u0637\u060c \u0628\u0644 \u0627\u062a\u0628\u0639\u062a \u0645\u0632\u064a\u062c\u064b\u0627 \u0645\u0646 \u0627\u0644\u062e\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0623\u0631\u0628\u0639\u0629 (<strong>S-O <\/strong>, <strong>W-O <\/strong>, <strong>S-T <\/strong>, <strong>W-T <\/strong>) \u0644\u0636\u0645\u0627\u0646 \u062a\u062d\u0642\u064a\u0642 \u0623\u0642\u0635\u0649 \u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u064a\u0645\u0643\u0646 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u062e\u064a\u0627\u0631 \u0627\u0644\u0623\u0643\u062b\u0631 \u0628\u0631\u0648\u0632\u064b\u0627 \u0623\u0648 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u064a\u0647 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0638\u0631\u0648\u0641 \u0627\u0644\u062a\u064a \u0648\u0627\u062c\u0647\u062a\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u062a\u0644\u0643 \u0627\u0644\u0641\u062a\u0631\u0629 \u0647\u0648 <strong> \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 S-O (Strengths-Opportunities)<\/strong><\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"\u0644\u0645\u0627\u0630\u0627-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-s-o\"><strong>\u0644\u0645\u0627\u0630\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 S-O\u061f<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062a\u0627\u062d\u0629 <\/strong>\u0643\u0627\u0646 \u0627\u0644\u062e\u064a\u0627\u0631 \u0627\u0644\u0623\u0643\u062b\u0631 \u0628\u0631\u0648\u0632\u064b\u0627 \u0644\u0623\u0646 \u0634\u0631\u0643\u0629 <strong>\u0645\u0631\u0633\u064a\u062f\u0633-\u0628\u0646\u0632 <\/strong>\u0643\u0627\u0646\u062a \u062a\u0645\u062a\u0644\u0643 <strong>\u0646\u0642\u0627\u0637 \u0642\u0648\u0629 \u0642\u0648\u064a\u0629 <\/strong>\u0645\u062b\u0644 \u0627\u0644\u0633\u0645\u0639\u0629 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0643\u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u0627\u062e\u0631\u0629 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629\u060c \u0648\u0643\u0627\u0646\u062a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 \u0645\u062b\u0644 <strong>\u0623\u0648\u0631\u0648\u0628\u0627 \u0627\u0644\u0634\u0631\u0642\u064a\u0629 <\/strong>\u0648<strong>\u0622\u0633\u064a\u0627 <\/strong>\u062a\u0648\u0641\u0631 \u0641\u0631\u0635\u064b\u0627 \u0647\u0627\u0626\u0644\u0629 \u0644\u0644\u0646\u0645\u0648.<\/li>\n\n\n\n<li>\u0631\u0643\u0632\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0639\u0644\u0649 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0647\u0630\u0647 \u0627\u0644\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u064a\u0629 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062a\u0627\u062d\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629\u060c \u062e\u0627\u0635\u0629 \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u0633\u0627\u0647\u0645\u062a \u0641\u064a \u0641\u062a\u062d \u0623\u0633\u0648\u0627\u0642 \u062c\u062f\u064a\u062f\u0629 (\u0645\u062b\u0644 \u0625\u0639\u0627\u062f\u0629 \u062a\u0648\u062d\u064a\u062f \u0623\u0644\u0645\u0627\u0646\u064a\u0627 \u0648\u062a\u0648\u0633\u0639 \u0627\u0644\u0627\u062a\u062d\u0627\u062f \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a).<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0643\u064a\u0641-\u0637\u0628\u0642\u062a-\u0645\u0631\u0633\u064a\u062f\u0633-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-s-o\"><strong>\u0643\u064a\u0641 \u0637\u0628\u0642\u062a \u0645\u0631\u0633\u064a\u062f\u0633 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 S-O\u061f<\/strong><\/h4>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"1-\u062a\u0637\u0648\u064a\u0631-\u0633\u064a\u0627\u0631\u0627\u062a-\u062c\u062f\u064a\u062f\u0629-\u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627-\u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629\"><strong>1. \u062a\u0637\u0648\u064a\u0631 \u0633\u064a\u0627\u0631\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629:<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0627\u0633\u062a\u063a\u0644\u062a \u0627\u0644\u0634\u0631\u0643\u0629 <strong>\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 <\/strong>(\u0646\u0642\u0637\u0629 \u0642\u0648\u0629) \u0644\u062a\u0637\u0648\u064a\u0631 \u0633\u064a\u0627\u0631\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0630\u0627\u062a \u062a\u0642\u0646\u064a\u0627\u062a \u0639\u0627\u0644\u064a\u0629 \u0645\u062b\u0644 \u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0627\u0644\u0630\u0643\u064a\u0629\u060c \u0645\u0645\u0627 \u062c\u0639\u0644\u0647\u0627 \u0623\u0643\u062b\u0631 \u062c\u0627\u0630\u0628\u064a\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0623\u062b\u0631\u064a\u0627\u0621 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629.<\/li>\n\n\n\n<li>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0623\u0637\u0644\u0642\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0646\u0645\u0627\u0630\u062c \u062c\u062f\u064a\u062f\u0629 \u0645\u0646 \u0633\u064a\u0627\u0631\u0627\u062a\u0647\u0627 \u0627\u0644\u0641\u0627\u062e\u0631\u0629 \u0627\u0644\u062a\u064a \u062a\u062a\u0645\u064a\u0632 \u0628\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u060c \u0645\u0645\u0627 \u0633\u0627\u0639\u062f\u0647\u0627 \u0639\u0644\u0649 \u062c\u0630\u0628 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0641\u064a \u0627\u0644\u0635\u064a\u0646 \u0648\u0627\u0644\u0647\u0646\u062f.<\/li>\n<\/ul>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631-\u0641\u064a-\u0627\u0644\u0623\u0633\u0648\u0627\u0642-\u0627\u0644\u0646\u0627\u0634\u0626\u0629\"><strong>2. \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629:<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0627\u0644\u0634\u0631\u0643\u0629 <strong>\u0645\u0643\u0627\u0646\u062a\u0647\u0627 \u0643\u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u0627\u062e\u0631\u0629 <\/strong>(\u0646\u0642\u0637\u0629 \u0642\u0648\u0629) \u0644\u062f\u062e\u0648\u0644 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 \u0645\u062b\u0644 <strong>\u0623\u0648\u0631\u0648\u0628\u0627 \u0627\u0644\u0634\u0631\u0642\u064a\u0629 <\/strong>\u0648<strong>\u0622\u0633\u064a\u0627 <\/strong>(\u0641\u0631\u0635\u0629).<\/li>\n\n\n\n<li>\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u0627\u0645\u062a \u0628\u062a\u0648\u0633\u064a\u0639 \u0648\u062c\u0648\u062f\u0647\u0627 \u0641\u064a \u0627\u0644\u0635\u064a\u0646 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0625\u0646\u0634\u0627\u0621 \u0645\u0635\u0627\u0646\u0639 \u0645\u062d\u0644\u064a\u0629 \u0648\u0634\u0631\u0627\u0643\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u062d\u0644\u064a\u0629.<\/li>\n<\/ul>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629-\u0645\u0646-\u0627\u0644\u0627\u062a\u062d\u0627\u062f-\u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a-\u0627\u0644\u0645\u0648\u062d\u062f-ec-1992\"><strong>3. \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0627\u062a\u062d\u0627\u062f \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a \u0627\u0644\u0645\u0648\u062d\u062f (EC 1992):<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0627\u0633\u062a\u063a\u0644\u062a \u0627\u0644\u0634\u0631\u0643\u0629 <strong>\u0645\u0648\u0642\u0639\u0647\u0627 \u0627\u0644\u062c\u063a\u0631\u0627\u0641\u064a \u0641\u064a \u0623\u0648\u0631\u0648\u0628\u0627 <\/strong>(\u0646\u0642\u0637\u0629 \u0642\u0648\u0629) \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u062a\u064a \u0623\u062a\u0627\u062d\u0647\u0627 <strong>\u0627\u0644\u0627\u062a\u062d\u0627\u062f \u0627\u0644\u0623\u0648\u0631\u0648\u0628\u064a \u0627\u0644\u0645\u0648\u062d\u062f <\/strong>(\u0641\u0631\u0635\u0629)\u060c \u062d\u064a\u062b \u0623\u0635\u0628\u062d\u062a \u0627\u0644\u062d\u0648\u0627\u062c\u0632 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0623\u0642\u0644 \u0648\u062a\u0648\u0641\u0631\u062a \u0641\u0631\u0635 \u0623\u0643\u0628\u0631 \u0644\u062a\u0648\u0633\u064a\u0639 \u0627\u0644\u0633\u0648\u0642.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0627\u0644\u0646\u062a\u0627\u0626\u062c-\u0627\u0644\u0639\u0645\u0644\u064a\u0629\"><strong>\u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0639\u0645\u0644\u064a\u0629<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/strong>: \u062a\u0645\u0643\u0646\u062a \u0645\u0631\u0633\u064a\u062f\u0633 \u0645\u0646 \u062a\u0639\u0632\u064a\u0632 \u0645\u0643\u0627\u0646\u062a\u0647\u0627 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 \u0645\u062b\u0644 \u0627\u0644\u0635\u064a\u0646 \u0648\u0623\u0648\u0631\u0648\u0628\u0627 \u0627\u0644\u0634\u0631\u0642\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629<\/strong>: \u0623\u062f\u062a \u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u0647\u064a\u0643\u0644\u0629 \u0625\u0644\u0649 \u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0648\u062a\u062d\u0642\u064a\u0642 \u0645\u0631\u0648\u0646\u0629 \u0623\u0643\u0628\u0631.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0635\u0648\u0631\u0629 \u0627\u0644\u0641\u0627\u062e\u0631\u0629<\/strong>: \u0627\u0633\u062a\u0645\u0631\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u062a\u0642\u062f\u064a\u0645 \u0633\u064a\u0627\u0631\u0627\u062a \u0641\u0627\u062e\u0631\u0629 \u0648\u0645\u0628\u062a\u0643\u0631\u0629\u060c \u0645\u0645\u0627 \u0639\u0632\u0632 \u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/li>\n<\/ul>\n\n\n\n<p>\u0623\u0638\u0647\u0631\u062a \u062d\u0627\u0644\u0629 <strong>\u0645\u0631\u0633\u064a\u062f\u0633-\u0628\u0646\u0632<\/strong> \u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0645\u0635\u0641\u0648\u0641\u0629 <strong>TOWS<\/strong> \u0623\u0646 \u062a\u0643\u0648\u0646 \u0623\u062f\u0627\u0629 \u0641\u0639\u0627\u0644\u0629 \u0644\u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0625\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0639\u0645\u0644\u064a\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0637\u0628\u064a\u0642 \u0647\u0630\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u060c \u062a\u0645\u0643\u0646\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0646 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0648\u0627\u0644\u0628\u0642\u0627\u0621 \u0641\u064a \u0645\u0648\u0642\u0639 \u0627\u0644\u0631\u064a\u0627\u062f\u0629 \u0641\u064a \u0633\u0648\u0642 \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0641\u0627\u062e\u0631\u0629.<\/p>\n\n\n\n<p>(\u0627\u0644\u0645\u0635\u062f\u0631: <strong>Weihrich, H. (1993). &#8220;Daimler-Benz\u2019s move towards the next century&#8221;, European Business Review, Vol. 93, No. 1.<\/strong>)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0627\u0644\u062e\u0627\u062a\u0645\u0629\"><strong>\u0627\u0644\u062e\u0627\u062a\u0645\u0629:<\/strong><\/h3>\n\n\n\n<p>\u064a\u064f\u0639\u062a\u0628\u0631 \u062a\u062d\u0644\u064a\u0644 <strong>SWOT <\/strong>\u0623\u062f\u0627\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0627 \u063a\u0646\u0649 \u0639\u0646\u0647\u0627 \u0641\u064a \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u062d\u064a\u062b \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0639\u0644\u0649 \u0641\u0647\u0645 \u0628\u064a\u0626\u062a\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0634\u0643\u0644 \u0634\u0627\u0645\u0644. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u0641\u0625\u0646 \u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u064a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u062f\u0639\u0645 \u0628\u0623\u062f\u0648\u0627\u062a \u062a\u0643\u0645\u064a\u0644\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0642\u0635\u0649 \u0641\u0639\u0627\u0644\u064a\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062f\u0645\u062c \u062a\u062d\u0644\u064a\u0644 SWOT \u0645\u0639 \u0623\u062f\u0648\u0627\u062a \u0645\u062b\u0644 TOWS \u0623\u0648 \u0627\u0644\u0645\u0635\u0641\u0648\u0641\u0629 \u0627\u0644\u0645\u062a\u0648\u0627\u0632\u0646\u0629 (Balanced Scorecard)\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u062a\u062d\u0633\u064a\u0646 \u062f\u0642\u0629 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0648\u0636\u0645\u0627\u0646 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0623\u0643\u062b\u0631 \u0634\u0645\u0648\u0644\u064a\u0629 \u0648\u0627\u0633\u062a\u062f\u0627\u0645\u0629. \u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0644\u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u062a\u062b\u0628\u062a \u0642\u064a\u0645\u062a\u0647 \u0641\u064a \u0645\u062e\u062a\u0644\u0641 \u0627\u0644\u0642\u0637\u0627\u0639\u0627\u062a\u060c \u0633\u0648\u0627\u0621 \u0643\u0627\u0646\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u063a\u064a\u0631 \u0627\u0644\u0631\u0628\u062d\u064a\u0629\u060c \u0623\u0648 \u062d\u062a\u0649 \u0627\u0644\u0642\u0637\u0627\u0639\u0627\u062a \u0627\u0644\u0632\u0631\u0627\u0639\u064a\u0629 \u0648\u0627\u0644\u0635\u0646\u0627\u0639\u064a\u0629.<\/p>\n\n\n\n<p>\u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0642\u0635\u0649 \u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u062a\u062d\u0644\u064a\u0644 SWOT\u060c \u064a\u062c\u0628 \u062a\u062d\u062f\u064a\u062b\u0647 \u0628\u0634\u0643\u0644 \u062f\u0648\u0631\u064a \u0644\u0645\u0648\u0627\u0643\u0628\u0629 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0627\u0644\u0633\u0631\u064a\u0639\u0629. \u0643\u0645\u0627 \u064a\u064f\u0648\u0635\u0649 \u0628\u062f\u0645\u062c\u0647 \u0645\u0639 \u062a\u0642\u0646\u064a\u0627\u062a \u0645\u062a\u0642\u062f\u0645\u0629 \u0645\u062b\u0644 <strong>Analytic Hierarchy Process (AHP) <\/strong>\u0644\u062a\u062d\u0633\u064a\u0646 \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u062a\u0631\u062a\u064a\u0628\u0647\u0627 \u062d\u0633\u0628 \u0627\u0644\u0623\u0647\u0645\u064a\u0629. \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u064a\u062c\u0628 \u0623\u0646 \u064a\u0643\u0648\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u062c\u0645\u0639 \u0628\u064a\u0627\u0646\u0627\u062a \u062f\u0642\u064a\u0642\u0629 \u0648\u0634\u0627\u0645\u0644\u0629 \u0644\u062f\u0639\u0645 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u062d\u0643\u0645 \u0627\u0644\u0634\u062e\u0635\u064a. \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0643\u0628\u064a\u0631\u0629 \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0639\u0632\u0632 \u0645\u0646 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u064a\u0636\u0645\u0646 \u0646\u062a\u0627\u0626\u062c \u0623\u0643\u062b\u0631 \u0645\u0648\u0636\u0648\u0639\u064a\u0629.<\/p>\n\n\n\n<p>\u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0627\u0644\u0641\u0648\u0627\u0626\u062f \u0627\u0644\u0643\u0628\u064a\u0631\u0629 \u0627\u0644\u062a\u064a \u064a\u0642\u062f\u0645\u0647\u0627 \u062a\u062d\u0644\u064a\u0644 SWOT\u060c \u0625\u0644\u0627 \u0623\u0646\u0647 \u064a\u0648\u0627\u062c\u0647 \u062a\u062d\u062f\u064a\u0627\u062a \u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u062a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u0645\u0639\u0627\u0644\u062c\u0629. \u0645\u0646 \u0628\u064a\u0646 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u062a\u062d\u0633\u064a\u0646 \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u0648\u0632\u0646\u0647\u0627 \u0644\u0636\u0645\u0627\u0646 \u062a\u0631\u0643\u064a\u0632 \u0635\u0627\u0646\u0639\u064a \u0627\u0644\u0642\u0631\u0627\u0631 \u0639\u0644\u0649 \u0627\u0644\u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0623\u0643\u062b\u0631 \u062a\u0623\u062b\u064a\u0631\u064b\u0627. \u0643\u0645\u0627 \u0623\u0646 \u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644 \u064a\u0638\u0644 \u0623\u062d\u062f \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0643\u0628\u0631\u0649 \u0641\u064a \u0638\u0644 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0627\u0644\u0633\u0631\u064a\u0639\u0629 \u0648\u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u063a\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0642\u0631\u0629. \u0644\u0630\u0644\u0643\u060c \u064a\u062c\u0628 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0645\u0633\u062a\u0639\u062f\u0629 \u0644\u062a\u062d\u062f\u064a\u062b \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0644\u0636\u0645\u0627\u0646 \u0627\u0633\u062a\u0645\u0631\u0627\u0631\u064a\u0629 \u0627\u0644\u0646\u062c\u0627\u062d.<\/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<ol class=\"wp-block-list\">\n<li><strong>Alsem, Karel Jan. (2024).<\/strong> <em>Strategic Marketing Planning: A Step-by-Step Approach<\/em> (2nd ed.). Routledge.<\/li>\n\n\n\n<li><strong>Damir. (2025).<\/strong> <em>EMarketing Audit and SWOT Analysis<\/em><\/li>\n\n\n\n<li><strong>Helms, Marilyn M., &amp; Nixon, Judy. (2010).<\/strong> &#8220;Exploring SWOT Analysis \u2013 Where Are We Now?&#8221; <em>Journal of Global Business Issues<\/em>, Vol. 3, No. 1, pp. 61-6.<\/li>\n\n\n\n<li><strong>Pickton, David W., &amp; Wright, Sheila. (1998).<\/strong> &#8220;<a href=\"https:\/\/www.researchgate.net\/publication\/246915222_What&#039;s_SWOT_in_strategic_analysis\" target=\"_blank\" rel=\"noopener\">What\u2019s SWOT in Strategic Analysis?&#8221; <em>Strategic Change<\/em><\/a>, March-April 1998. John Wiley &amp; Sons, Ltd.<\/li>\n\n\n\n<li><strong>Quincy, Ronald, Lu, Shuang, &amp; Huang, Chien-Chung. (2012).<\/strong> <em><a href=\"http:\/\/chrome-extension:\/\/efaidnbmnnnibpcajpcglclefindmkaj\/https:\/\/www.csun.edu\/~dn58412\/IS531\/SWOT%20(Rutgers%20University,%202012)%20.pdf\">SWOT Analysis: Raising Capacity of Your Organization<\/a><\/em>. Huamin Philanthropy Brochure Series \u2013 2. <\/li>\n\n\n\n<li><strong>Weihrich, Heinz. (1982).<\/strong> &#8220;<a href=\"http:\/\/chrome-extension:\/\/efaidnbmnnnibpcajpcglclefindmkaj\/https:\/\/nonprofitbuilder.org\/storage\/303\/TOWS-Long-Range-Planning-Heinz-Weihrich.pdf\">The TOWS Matrix \u2013 A Tool for Situational Analysis.<\/a>&#8221; <em>Long Range Planning<\/em>, Vol. 15, No. 2, pp. 54-66.<\/li>\n\n\n\n<li>Daimler-Benz\u2019s Move Towards the Next Century<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<\/a><\/li>\n\n\n\n<li><strong>Kolbina, O. (2024).<\/strong> <em>SWOT Analysis as a Strategic Planning Tool for Companies in the Food Industry<\/em>.<\/li>\n\n\n\n<li><strong>Mooradian, T., et al. (2014).<\/strong> <em>Strategic Marketing,<br><\/em>  . UK . Pearson Education Limited<\/li>\n<\/ol>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0633\u0631\u064a\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u060c \u062d\u064a\u062b \u062a\u062a\u0634\u0627\u0628\u0643 \u0627\u0644\u0641\u0631\u0635 \u0645\u0639 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0648\u062a\u062a\u062d\u0648\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0625\u0644\u0649 \u0633\u0627\u062d\u0629 \u0645\u0644\u064a\u0626\u0629 \u0628\u0627\u0644\u0645\u0641\u0627\u062c\u0622\u062a\u060c \u0623\u0635\u0628\u062d\u062a \u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u0623\u062f\u0648\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u0639\u0627\u0644\u0629 \u0623\u0643\u062b\u0631 \u0625\u0644\u062d\u0627\u062d\u064b\u0627 \u0645\u0646 \u0623\u064a \u0648\u0642\u062a \u0645\u0636\u0649. \u0647\u0644 \u064a\u0645\u0643\u0646 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0623\u0646 \u062a\u0646\u062c\u062d \u062f\u0648\u0646 \u0641\u0647\u0645 \u0639\u0645\u064a\u0642 \u0644\u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0628\u064a\u0626\u062a\u0647\u0627 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629\u061f \u0627\u0644\u0625\u062c\u0627\u0628\u0629 \u0628\u0628\u0633\u0627\u0637\u0629 \u0647\u064a &#8220;\u0644\u0627&#8221;. \u0648\u0647\u0646\u0627 \u064a\u0623\u062a\u064a \u062f\u0648\u0631 \u062a\u062d\u0644\u064a\u0644 SWOT \u0643\u0623\u062d\u062f \u0623\u0647\u0645 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0633\u0627\u0639\u062f [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3962,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[74],"tags":[],"class_list":["post-3942","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\/\u062a\u062d\u0644\u064a\u0644-SWOT.webp",1312,736,false],"landscape":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u0644\u064a\u0644-SWOT.webp",1312,736,false],"portraits":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u0644\u064a\u0644-SWOT.webp",1312,736,false],"thumbnail":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u0644\u064a\u0644-SWOT-150x150.webp",150,150,true],"medium":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u0644\u064a\u0644-SWOT-300x168.webp",300,168,true],"large":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u0644\u064a\u0644-SWOT-1024x574.webp",1024,574,true],"1536x1536":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u0644\u064a\u0644-SWOT.webp",1312,736,false],"2048x2048":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u0644\u064a\u0644-SWOT.webp",1312,736,false],"trp-custom-language-flag":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u0644\u064a\u0644-SWOT-18x10.webp",18,10,true]},"rttpg_author":{"display_name":"\u0623. 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