{"id":431,"date":"2024-05-03T10:42:34","date_gmt":"2024-05-03T10:42:34","guid":{"rendered":"https:\/\/leadmrktblog.com\/?p=431"},"modified":"2025-05-20T18:51:41","modified_gmt":"2025-05-20T17:51:41","slug":"%d9%85%d9%81%d8%a7%d9%87%d9%8a%d9%85-%d8%a3%d8%b3%d8%a7%d8%b3%d9%8a%d8%a9-%d8%ad%d9%88%d9%84-%d8%a7%d9%84%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d9%88%d8%a7%d9%84%d8%a7%d8%b3%d8%aa%d8%b1%d8%a7%d8%aa%d9%8a","status":"publish","type":"post","link":"https:\/\/leadmrktblog.com\/en\/%d9%85%d9%81%d8%a7%d9%87%d9%8a%d9%85-%d8%a3%d8%b3%d8%a7%d8%b3%d9%8a%d8%a9-%d8%ad%d9%88%d9%84-%d8%a7%d9%84%d8%aa%d8%b3%d9%88%d9%8a%d9%82-%d9%88%d8%a7%d9%84%d8%a7%d8%b3%d8%aa%d8%b1%d8%a7%d8%aa%d9%8a\/","title":{"rendered":"\u0645\u0641\u0627\u0647\u064a\u0645 \u0623\u0633\u0627\u0633\u064a\u0629 \u062d\u0648\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629"},"content":{"rendered":"<figure class=\"wp-block-audio\"><audio controls 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href=\"#1-\u0641\u0647\u0645-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062c\u0630\u0648\u0631-\u0627\u0644\u0644\u063a\u0648\u064a\u0629-\u0648\u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629-\u0648\u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u0629\">1. \u0641\u0647\u0645 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629: \u0627\u0644\u062c\u0630\u0648\u0631 \u0627\u0644\u0644\u063a\u0648\u064a\u0629 \u0648\u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629 \u0648\u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u0629<\/a><\/li><li class=\"\"><a href=\"#2-\u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644-\u0645\u0646-\u0627\u0644\u0633\u064a\u0627\u0642-\u0627\u0644\u0639\u0633\u0643\u0631\u064a-\u0625\u0644\u0649-\u0627\u0644\u0625\u062f\u0627\u0631\u0629-\u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629\">2. \u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0645\u0646 \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0639\u0633\u0643\u0631\u064a \u0625\u0644\u0649 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629<\/a><\/li><li class=\"\"><a href=\"#3-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0641\u064a-\u0627\u0644\u0633\u064a\u0627\u0642-\u0627\u0644\u0625\u062f\u0627\u0631\u064a-\u0627\u0644\u062d\u062f\u064a\u062b-\u0648\u0627\u0644\u0641\u0647\u0645-\u0627\u0644\u0645\u0639\u0627\u0635\u0631\">3. \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0625\u062f\u0627\u0631\u064a \u0627\u0644\u062d\u062f\u064a\u062b \u0648\u0627\u0644\u0641\u0647\u0645 \u0627\u0644\u0645\u0639\u0627\u0635\u0631<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u0627\u0644\u062a\u0643\u0627\u0645\u0644-\u0628\u064a\u0646-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0646\u062d\u0648-\u0641\u0647\u0645-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\">\u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u2013 \u0646\u062d\u0648 \u0641\u0647\u0645 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/a><ul><li class=\"\"><a href=\"#1-\u0645\u0642\u062f\u0645\u0629-\u0644\u0645\u0627\u0630\u0627-\u0644\u0627-\u064a\u0645\u0643\u0646-\u0641\u0635\u0644-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0639\u0646-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">1 \u0645\u0642\u062f\u0645\u0629: \u0644\u0645\u0627\u0630\u0627 \u0644\u0627 \u064a\u0645\u0643\u0646 \u0641\u0635\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u061f<\/a><\/li><li class=\"\"><a href=\"#2-\u0627\u0644\u0639\u0644\u0627\u0642\u0629-\u0627\u0644\u062a\u0643\u0627\u0645\u0644\u064a\u0629-\u0628\u064a\u0646-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">2 \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0627\u0644\u062a\u0643\u0627\u0645\u0644\u064a\u0629 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u0627\u0644\u062e\u0627\u062a\u0645\u0629\">\u0627\u0644\u062e\u0627\u062a\u0645\u0629:<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0645\u0641\u0627\u0647\u064a\u0645-\u0623\u0633\u0627\u0633\u064a\u0629-\u062d\u0648\u0644-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a-\u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0629-\u0644\u0644\u062a\u0633\u0648\u064a\u0642-\u062a\u0637\u0648\u0631-\u0645\u0641\u0647\u0648\u0645-\u0645\u062d\u0648\u0631\u064a\">\u0645\u0641\u0627\u0647\u064a\u0645 \u0623\u0633\u0627\u0633\u064a\u0629 \u062d\u0648\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a-\u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0629-\u0644\u0644\u062a\u0633\u0648\u064a\u0642-\u062a\u0637\u0648\u0631-\u0645\u0641\u0647\u0648\u0645-\u0645\u062d\u0648\u0631\u064a\">1. \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642: \u062a\u0637\u0648\u0631 \u0645\u0641\u0647\u0648\u0645 \u0645\u062d\u0648\u0631\u064a<\/h3>\n\n\n\n<p>\u064a\u064f\u0639\u062f\u0651 <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 (Marketing)<\/strong> \u0623\u062d\u062f \u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0641\u064a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u060c \u0648\u0642\u062f \u0634\u0647\u062f \u062a\u0637\u0648\u0631\u064b\u0627 \u0645\u0633\u062a\u0645\u0631\u064b\u0627 \u0641\u064a \u062a\u0639\u0631\u064a\u0641\u0647 \u0648\u0646\u0637\u0627\u0642\u0647 \u0628\u0645\u0631\u0648\u0631 \u0627\u0644\u0632\u0645\u0646. \u0644\u0645 \u064a\u0639\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0642\u062a\u0635\u0631\u064b\u0627 \u0639\u0644\u0649 \u0645\u062c\u0631\u062f \u0627\u0644\u0628\u064a\u0639 \u0623\u0648 \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u060c \u0628\u0644 \u0623\u0635\u0628\u062d \u064a\u0645\u062b\u0644 <strong>\u0641\u0644\u0633\u0641\u0629 \u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0634\u0627\u0645\u0644\u0629<\/strong> \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u062e\u0644\u0642 \u0627\u0644\u0642\u064a\u0645\u0629 \u0648\u062a\u0628\u0627\u062f\u0644\u0647\u0627 (Webster Jr., 1992). \u0644\u0641\u0647\u0645 \u0639\u0645\u0642 \u0647\u0630\u0627 \u0627\u0644\u0645\u0641\u0647\u0648\u0645\u060c \u0645\u0646 \u0627\u0644\u0636\u0631\u0648\u0631\u064a \u0627\u0633\u062a\u0639\u0631\u0627\u0636 \u0623\u0628\u0631\u0632 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0629 \u0627\u0644\u062a\u064a \u0635\u0627\u063a\u062a\u0647\u0627 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0631\u0627\u0626\u062f\u0629 \u0648\u0627\u0644\u0645\u0641\u0643\u0631\u0648\u0646 \u0627\u0644\u0628\u0627\u0631\u0632\u0648\u0646 \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0645\u062c\u0627\u0644.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-1-\u062a\u0637\u0648\u0631-\u062a\u0639\u0631\u064a\u0641-\u062c\u0645\u0639\u064a\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0623\u0645\u0631\u064a\u0643\u064a\u0629-ama\">1.1 \u062a\u0637\u0648\u0631 \u062a\u0639\u0631\u064a\u0641 \u062c\u0645\u0639\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0623\u0645\u0631\u064a\u0643\u064a\u0629 (AMA)<\/h4>\n\n\n\n<p>\u062a\u064f\u0639\u062f <strong>\u062c\u0645\u0639\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0623\u0645\u0631\u064a\u0643\u064a\u0629 (American Marketing Association &#8211; AMA)<\/strong> \u0627\u0644\u0645\u0631\u062c\u0639 \u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a \u0648\u0627\u0644\u0645\u0647\u0646\u064a \u0627\u0644\u0623\u0648\u0644 \u0641\u064a \u0645\u062c\u0627\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0648\u0642\u062f \u0639\u0643\u0633\u062a \u062a\u0639\u0631\u064a\u0641\u0627\u062a\u0647\u0627 \u0627\u0644\u0645\u062a\u062a\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629 \u0641\u064a \u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u062f\u0648\u0631\u0647:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u0639\u0631\u064a\u0641 1985:<\/strong> \u0639\u0631\u0641\u062a \u0627\u0644\u0640 AMA \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0628\u0623\u0646\u0647 &#8220;\u0639\u0645\u0644\u064a\u0629 \u062a\u062e\u0637\u064a\u0637 \u0648\u062a\u0646\u0641\u064a\u0630 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0627\u0644\u062a\u0633\u0639\u064a\u0631\u060c \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u060c \u0648\u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0644\u0644\u0623\u0641\u0643\u0627\u0631 \u0648\u0627\u0644\u0633\u0644\u0639 \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0644\u062e\u0644\u0642 \u0639\u0645\u0644\u064a\u0627\u062a \u062a\u0628\u0627\u062f\u0644 \u062a\u064f\u0631\u0636\u064a \u0627\u0644\u0623\u0641\u0631\u0627\u062f \u0648\u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629&#8221; (AMA, 1985). \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u0643\u0627\u0646 \u064a\u0631\u0643\u0632 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0639\u0644\u0649 <strong>\u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (Marketing Mix)<\/strong> \u0623\u0648 \u0645\u0627 \u064a\u0639\u0631\u0641 \u0628\u0627\u0644\u0640 4Ps.<\/li>\n\n\n\n<li><strong>\u062a\u0639\u0631\u064a\u0641 2004:<\/strong> \u0634\u0647\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u062a\u0648\u0633\u0639\u064b\u0627 \u0645\u0644\u062d\u0648\u0638\u064b\u0627 \u0644\u064a\u0634\u0645\u0644 \u0646\u0637\u0627\u0642\u064b\u0627 \u0623\u0648\u0633\u0639\u060c \u062d\u064a\u062b \u0646\u0635 \u0639\u0644\u0649 \u0623\u0646 &#8220;\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0648 \u0648\u0638\u064a\u0641\u0629 \u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0648\u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0644\u062e\u0644\u0642\u060c \u0627\u0644\u0627\u062a\u0635\u0627\u0644\u060c \u0627\u0644\u062a\u0633\u0644\u064a\u0645\u060c \u0648\u062a\u0628\u0627\u062f\u0644 \u0627\u0644\u0642\u064a\u0645\u0629 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0644\u0625\u062f\u0627\u0631\u0629 \u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0637\u0631\u0642 \u062a\u0641\u064a\u062f \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u0623\u0635\u062d\u0627\u0628 \u0627\u0644\u0645\u0635\u0644\u062d\u0629 \u0641\u064a\u0647\u0627&#8221; (AMA, 2004). \u0647\u0646\u0627 \u0628\u062f\u0623 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u064a\u062a\u062c\u0647 \u0646\u062d\u0648 <strong>\u062e\u0644\u0642 \u0627\u0644\u0642\u064a\u0645\u0629 (Value Creation)<\/strong> \u0648<strong>\u0625\u062f\u0627\u0631\u0629 \u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Customer Relationship Management &#8211; CRM)<\/strong> \u0643\u062c\u0648\u0627\u0646\u0628 \u0645\u062d\u0648\u0631\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u062a\u0639\u0631\u064a\u0641 2007:<\/strong> \u062a\u0645 \u062a\u0639\u062f\u064a\u0644 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u0644\u064a\u0643\u0648\u0646 \u0623\u0643\u062b\u0631 \u0625\u064a\u062c\u0627\u0632\u064b\u0627 \u0648\u0634\u0645\u0648\u0644\u064b\u0627\u060c &#8220;\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0648 \u0627\u0644\u0646\u0634\u0627\u0637\u060c \u0648\u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a\u060c \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0644\u062e\u0644\u0642\u060c \u0627\u0644\u0627\u062a\u0635\u0627\u0644\u060c \u0627\u0644\u062a\u0633\u0644\u064a\u0645\u060c \u0648\u062a\u0628\u0627\u062f\u0644 \u0627\u0644\u0639\u0631\u0648\u0636 \u0627\u0644\u062a\u064a \u0644\u0647\u0627 \u0642\u064a\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0627\u0644\u0634\u0631\u0643\u0627\u0621\u060c \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0628\u0634\u0643\u0644 \u0639\u0627\u0645&#8221; (AMA, 2007). \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u062d\u0627\u0641\u0638 \u0639\u0644\u0649 \u062c\u0648\u0647\u0631 \u0627\u0644\u0642\u064a\u0645\u0629 \u0648\u0627\u0644\u062a\u0628\u0627\u062f\u0644\u060c \u0648\u0623\u0636\u0627\u0641 <strong>\u0627\u0644\u0634\u0631\u0643\u0627\u0621 (Partners)<\/strong> \u0648<strong>\u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0643\u0643\u0644 (Society at large)<\/strong> \u0643\u062c\u0647\u0627\u062a \u0645\u0633\u062a\u0641\u064a\u062f\u0629\u060c \u0645\u0645\u0627 \u064a\u0639\u0643\u0633 \u0627\u0644\u0628\u0639\u062f \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a \u0648\u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a \u0627\u0644\u0645\u062a\u0632\u0627\u064a\u062f \u0644\u0644\u062a\u0633\u0648\u064a\u0642.<\/li>\n\n\n\n<li><strong>\u062a\u0639\u0631\u064a\u0641 2013 (\u0627\u0644\u062d\u0627\u0644\u064a):<\/strong> \u0644\u0645 \u064a\u062a\u063a\u064a\u0631 \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u0628\u0634\u0643\u0644 \u062c\u0648\u0647\u0631\u064a \u0639\u0646 \u0633\u0627\u0628\u0642\u0647\u060c \u0645\u0624\u0643\u062f\u064b\u0627 \u0639\u0644\u0649 \u0627\u0633\u062a\u0645\u0631\u0627\u0631\u064a\u0629 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 <strong>\u0627\u0644\u062e\u0644\u0642\u060c \u0627\u0644\u0627\u062a\u0635\u0627\u0644\u060c \u0627\u0644\u062a\u0633\u0644\u064a\u0645\u060c \u0648\u062a\u0628\u0627\u062f\u0644 \u0627\u0644\u0639\u0631\u0648\u0636 \u0630\u0627\u062a \u0627\u0644\u0642\u064a\u0645\u0629 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646\u060c \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0627\u0644\u0634\u0631\u0643\u0627\u0621\u060c \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0643\u0643\u0644<\/strong> (AMA, 2013). \u064a\u064f\u0628\u0631\u0632 \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0639\u0645\u0644\u064a\u0629 \u0634\u0627\u0645\u0644\u0629 \u0644\u0627 \u062a\u0642\u062a\u0635\u0631 \u0639\u0644\u0649 \u0627\u0644\u0645\u0639\u0627\u0645\u0644\u0627\u062a \u0627\u0644\u0641\u0631\u062f\u064a\u0629\u060c \u0628\u0644 \u062a\u0645\u062a\u062f \u0644\u062a\u0634\u0645\u0644 \u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0648\u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0623\u0648\u0633\u0639 \u0646\u0637\u0627\u0642\u0627\u064b.<\/li>\n<\/ul>\n\n\n\n<p>\u064a\u064f\u0638\u0647\u0631 \u062a\u0637\u0648\u0631 \u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u0640 AMA \u062a\u062d\u0648\u0644\u064b\u0627 \u0641\u064a \u0641\u0647\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0646 \u0645\u062c\u0631\u062f \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0643\u062a\u064a\u0643\u064a\u0629 \u0625\u0644\u0649 <strong>\u0646\u0638\u0627\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0645\u062a\u0643\u0627\u0645\u0644<\/strong> \u064a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0642\u064a\u0645\u0629 \u0645\u062a\u0639\u062f\u062f\u0629 \u0627\u0644\u0623\u0637\u0631\u0627\u0641 (Morgan, 2017).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-2-\u062a\u0639\u0631\u064a\u0641-\u0641\u0644\u064a\u0628-\u0643\u0648\u062a\u0644\u0631-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0643\u0639\u0645\u0644\u064a\u0629-\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629-\u0648\u0625\u062f\u0627\u0631\u064a\u0629\">1.2 \u062a\u0639\u0631\u064a\u0641 \u0641\u0644\u064a\u0628 \u0643\u0648\u062a\u0644\u0631: \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0639\u0645\u0644\u064a\u0629 \u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0648\u0625\u062f\u0627\u0631\u064a\u0629<\/h4>\n\n\n\n<p>\u064a\u064f\u0639\u062a\u0628\u0631 <strong>\u0641\u0644\u064a\u0628 \u0643\u0648\u062a\u0644\u0631 (Philip Kotler)<\/strong>\u060c \u0627\u0644\u0623\u0633\u062a\u0627\u0630 \u0627\u0644\u0641\u062e\u0631\u064a \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062f\u0648\u0644\u064a \u0641\u064a \u0643\u0644\u064a\u0629 Kellogg \u0644\u0644\u0625\u062f\u0627\u0631\u0629 \u0628\u062c\u0627\u0645\u0639\u0629 \u0646\u0648\u0631\u062b \u0648\u0633\u062a\u0631\u0646\u060c \u0623\u062d\u062f \u0623\u0628\u0631\u0632 \u0627\u0644\u0634\u062e\u0635\u064a\u0627\u062a \u0627\u0644\u0645\u0624\u062b\u0631\u0629 \u0641\u064a \u0627\u0644\u0641\u0643\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062d\u062f\u064a\u062b. \u0648\u0642\u062f \u0635\u0627\u063a \u062a\u0639\u0631\u064a\u0641\u064b\u0627 \u0634\u0647\u064a\u0631\u064b\u0627 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u0624\u0643\u062f \u0639\u0644\u0649 \u0637\u0628\u064a\u0639\u062a\u0647 \u0627\u0644\u0645\u0632\u062f\u0648\u062c\u0629 \u0643\u0640 <strong>\u0639\u0645\u0644\u064a\u0629 \u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0648\u0625\u062f\u0627\u0631\u064a\u0629<\/strong>.<\/p>\n\n\n\n<p>\u064a\u064f\u0639\u0631\u0641 \u0643\u0648\u062a\u0644\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0628\u0623\u0646\u0647 &#8220;\u0639\u0645\u0644\u064a\u0629 \u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0648\u0625\u062f\u0627\u0631\u064a\u0629 \u064a\u062d\u0635\u0644 \u0627\u0644\u0623\u0641\u0631\u0627\u062f \u0648\u0627\u0644\u062c\u0645\u0627\u0639\u0627\u062a \u0645\u0646 \u062e\u0644\u0627\u0644\u0647\u0627 \u0639\u0644\u0649 \u0645\u0627 \u064a\u062d\u062a\u0627\u062c\u0648\u0646 \u0625\u0644\u064a\u0647 \u0648\u064a\u0631\u063a\u0628\u0648\u0646 \u0641\u064a\u0647 \u0645\u0646 \u062e\u0644\u0627\u0644 <strong>\u062e\u0644\u0642 \u0648\u062a\u0628\u0627\u062f\u0644 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u0642\u064a\u0645 \u0645\u0639 \u0627\u0644\u0622\u062e\u0631\u064a\u0646<\/strong>&#8221; (Kotler &amp; Armstrong, 2021). \u064a\u0631\u0643\u0632 \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u0639\u0644\u0649 \u0639\u062f\u0629 \u0646\u0642\u0627\u0637 \u0631\u0626\u064a\u0633\u064a\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0639\u0645\u0644\u064a\u0629 \u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629:<\/strong> \u062a\u0639\u0646\u064a \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u062a\u0636\u0645\u0646 \u062a\u0641\u0627\u0639\u0644\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0623\u0641\u0631\u0627\u062f \u0648\u0627\u0644\u062c\u0645\u0627\u0639\u0627\u062a \u0644\u062a\u0644\u0628\u064a\u0629 \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0627\u0644\u0631\u063a\u0628\u0627\u062a. \u0625\u0646\u0647 \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0646\u0634\u0627\u0637 \u062a\u0642\u0648\u0645 \u0628\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u0645\u0639\u0632\u0644 \u0639\u0646 \u0627\u0644\u0645\u062c\u062a\u0645\u0639.<\/li>\n\n\n\n<li><strong>\u0639\u0645\u0644\u064a\u0629 \u0625\u062f\u0627\u0631\u064a\u0629:<\/strong> \u062a\u0634\u064a\u0631 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u062a\u0637\u0644\u0628 \u062a\u062e\u0637\u064a\u0637\u064b\u0627\u060c \u062a\u0646\u0638\u064a\u0645\u064b\u0627\u060c \u0642\u064a\u0627\u062f\u0629\u060c \u0648\u062a\u062d\u0643\u0645\u064b\u0627 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629. \u0625\u0646\u0647 \u0648\u0638\u064a\u0641\u0629 \u0625\u062f\u0627\u0631\u064a\u0629 \u062a\u062a\u0637\u0644\u0628 \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u062a\u0643\u062a\u064a\u0643\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0627\u0644\u0631\u063a\u0628\u0627\u062a (Needs and Wants):<\/strong> \u064a\u0636\u0639 \u0643\u0648\u062a\u0644\u0631 \u0641\u0647\u0645 \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0627\u0644\u0631\u063a\u0628\u0627\u062a \u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0641\u064a \u0635\u0645\u064a\u0645 \u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u0641\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u0627 \u064a\u062e\u0644\u0642 \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a\u060c \u0628\u0644 \u064a\u062d\u062f\u062f\u0647\u0627 \u0648\u064a\u062c\u062f \u0637\u0631\u0642\u064b\u0627 \u0644\u062a\u0644\u0628\u064a\u062a\u0647\u0627 \u0628\u0641\u0639\u0627\u0644\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062e\u0644\u0642 \u0648\u0627\u0644\u062a\u0628\u0627\u062f\u0644 (Creating and Exchanging):<\/strong> \u064a\u0634\u062f\u062f \u0639\u0644\u0649 \u0623\u0646 \u0627\u0644\u0642\u064a\u0645\u0629 \u064a\u062a\u0645 \u0625\u0646\u0634\u0627\u0624\u0647\u0627 \u0648\u062a\u0642\u062f\u064a\u0645\u0647\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u062b\u0645 \u064a\u062a\u0645 \u062a\u0628\u0627\u062f\u0644\u0647\u0627 \u0628\u064a\u0646 \u0627\u0644\u0623\u0637\u0631\u0627\u0641\u060c \u0645\u0645\u0627 \u064a\u062e\u0644\u0642 \u0627\u0644\u0645\u0646\u0641\u0639\u0629 \u0627\u0644\u0645\u062a\u0628\u0627\u062f\u0644\u0629.<\/li>\n<\/ul>\n\n\n\n<p>\u064a\u064f\u0639\u062f \u062a\u0639\u0631\u064a\u0641 \u0643\u0648\u062a\u0644\u0631 \u0634\u0627\u0645\u0644\u064b\u0627 \u0648\u0645\u0631\u0646\u064b\u0627\u060c \u0648\u0642\u062f \u0633\u0627\u0647\u0645 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0641\u064a \u062a\u0634\u0643\u064a\u0644 \u0627\u0644\u0641\u0647\u0645 \u0627\u0644\u062d\u062f\u064a\u062b \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u062c\u0648\u0647\u0631 \u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648\u062a\u0631\u0643\u064a\u0632\u0647\u0627 \u0639\u0644\u0649 \u0627\u0644\u0639\u0645\u064a\u0644 (Drucker, 1973).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-3-\u062a\u0639\u0631\u064a\u0641\u0627\u062a-\u0623\u062e\u0631\u0649-\u0631\u0627\u0626\u062f\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0643\u062a\u0631\u0643\u064a\u0632-\u0639\u0644\u0649-\u0627\u0644\u0639\u0645\u064a\u0644\">1.3 \u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0623\u062e\u0631\u0649 \u0631\u0627\u0626\u062f\u0629: \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0639\u0645\u064a\u0644<\/h4>\n\n\n\n<p>\u0628\u062c\u0627\u0646\u0628 \u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0627\u0644\u0640 AMA \u0648\u0643\u0648\u062a\u0644\u0631\u060c \u0642\u062f\u0645 \u0645\u0641\u0643\u0631\u0648\u0646 \u0622\u062e\u0631\u0648\u0646 \u0631\u0624\u0649 \u0645\u0647\u0645\u0629 \u0639\u0632\u0632\u062a \u0641\u0647\u0645\u0646\u0627 \u0644\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0623\u0628\u0631\u0632\u0647\u0645 <strong>\u0628\u064a\u062a\u0631 \u062f\u0631\u0627\u0643\u0631 (Peter Drucker)<\/strong>\u060c \u0627\u0644\u0623\u0628 \u0627\u0644\u0631\u0648\u062d\u064a \u0644\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629.<\/p>\n\n\n\n<p><strong>\u0628\u064a\u062a\u0631 \u062f\u0631\u0627\u0643\u0631<\/strong> \u0623\u0643\u062f \u0639\u0644\u0649 \u0623\u0646 &#8220;\u0648\u0638\u064a\u0641\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0648\u0627\u0644\u0645\u0645\u064a\u0632\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0647\u064a \u0623\u0646 \u062a\u0643\u0648\u0646 \u0645\u0648\u062c\u0647\u0629 \u0628\u0627\u0644\u0639\u0645\u064a\u0644&#8221; (Drucker, 1973). \u0648\u0631\u0623\u0649 \u062f\u0631\u0627\u0643\u0631 \u0623\u0646 &#8220;\u0647\u062f\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0648 \u062c\u0639\u0644 \u0627\u0644\u0628\u064a\u0639 \u0632\u0627\u0626\u062f\u064b\u0627 \u0639\u0646 \u0627\u0644\u062d\u0627\u062c\u0629. \u0647\u062f\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0648 \u0645\u0639\u0631\u0641\u0629 \u0648\u0641\u0647\u0645 \u0627\u0644\u0639\u0645\u064a\u0644 \u062c\u064a\u062f\u064b\u0627 \u0644\u062f\u0631\u062c\u0629 \u0623\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0629 \u064a\u0646\u0627\u0633\u0628\u0647 \u0648\u064a\u0628\u064a\u0639 \u0646\u0641\u0633\u0647 \u0628\u0646\u0641\u0633\u0647.&#8221; (Drucker, 1973). \u0647\u0630\u0627 \u0627\u0644\u0645\u0646\u0638\u0648\u0631 \u0627\u0644\u062b\u0627\u0642\u0628 \u064a\u064f\u0628\u0631\u0632:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0639\u0645\u064a\u0644 (Customer Centricity):<\/strong> \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062d\u0642\u064a\u0642\u064a \u064a\u0628\u062f\u0623 \u0628\u0641\u0647\u0645 \u0639\u0645\u064a\u0642 \u0644\u0644\u0639\u0645\u064a\u0644 \u0648\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a\u0647\u060c \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648\u0644\u0627\u064b \u062b\u0645 \u0645\u062d\u0627\u0648\u0644\u0629 \u0628\u064a\u0639\u0647.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0628\u062d\u062b \u0639\u0646 \u0627\u0644\u0645\u0644\u0627\u0621\u0645\u0629 (Fit):<\/strong> \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u0625\u0646\u0634\u0627\u0621 \u0645\u0646\u062a\u062c\u0627\u062a \u0648\u062e\u062f\u0645\u0627\u062a \u062a\u062a\u0646\u0627\u0633\u0628 \u0628\u0634\u0643\u0644 \u0637\u0628\u064a\u0639\u064a \u0645\u0639 \u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0645\u0645\u0627 \u064a\u0642\u0644\u0644 \u0645\u0646 \u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u062c\u0647\u0648\u062f \u0628\u064a\u0639 \u0645\u0643\u062b\u0641\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0641\u0644\u0633\u0641\u0629 \u0634\u0627\u0645\u0644\u0629:<\/strong> \u0644\u0627 \u064a\u0631\u0649 \u062f\u0631\u0627\u0643\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0648\u0638\u064a\u0641\u0629 \u0645\u0646\u0641\u0635\u0644\u0629\u060c \u0628\u0644 \u0643\u062a\u0648\u062c\u0647 \u0634\u0627\u0645\u0644 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0628\u0623\u0643\u0645\u0644\u0647\u0627 \u064a\u062c\u0628 \u0623\u0646 \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642.<\/li>\n<\/ul>\n\n\n\n<p>\u0625\u0646 \u0647\u0630\u0647 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a\u060c \u0645\u062c\u062a\u0645\u0639\u0629\u060c \u062a\u0631\u0633\u0645 \u0635\u0648\u0631\u0629 \u0648\u0627\u0636\u062d\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0639\u0645\u0644\u064a\u0629 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629\u060c \u0645\u062a\u0639\u062f\u062f\u0629 \u0627\u0644\u0623\u0648\u062c\u0647\u060c \u0648\u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0623\u064a \u0645\u0646\u0638\u0645\u0629 \u062a\u0633\u0639\u0649 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 \u0641\u064a \u0628\u064a\u0626\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Sheth et al., 2011). \u0625\u0646\u0647\u0627 \u062a\u0624\u0643\u062f \u0639\u0644\u0649 \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0623\u0646\u0634\u0637\u0629\u060c \u0628\u0644 \u0647\u0648 <strong>\u062a\u0648\u062c\u0647 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/strong> \u064a\u0636\u0639 \u0627\u0644\u0639\u0645\u064a\u0644 \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0641\u064a \u0635\u0645\u064a\u0645 \u0643\u0644 \u0642\u0631\u0627\u0631 \u0648\u0639\u0645\u0644.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a-\u0627\u0644\u0641\u0644\u0633\u0641\u064a\u0629-\u0641\u064a-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u062a\u0637\u0648\u0631-\u0627\u0644\u0641\u0643\u0631-\u0645\u0646-\u0627\u0644\u0645\u0646\u062a\u062c-\u0625\u0644\u0649-\u0627\u0644\u0645\u062c\u062a\u0645\u0639\">2 \u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0641\u0644\u0633\u0641\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642: \u062a\u0637\u0648\u0631 \u0627\u0644\u0641\u0643\u0631 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u0625\u0644\u0649 \u0627\u0644\u0645\u062c\u062a\u0645\u0639<\/h3>\n\n\n\n<p>\u0644\u0645 \u064a\u062a\u0637\u0648\u0631 \u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0628\u0645\u0639\u0632\u0644 \u0639\u0646 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u0641\u0644\u0633\u0641\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0648\u062c\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u062a\u0639\u0627\u0645\u0644\u0647\u0627 \u0645\u0639 \u0627\u0644\u0633\u0648\u0642. \u0647\u0630\u0647 \u0627\u0644\u0641\u0644\u0633\u0641\u0627\u062a\u060c \u0623\u0648 <strong>\u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a (Orientations)<\/strong>\u060c \u062a\u0645\u062b\u0644 \u0627\u0644\u0623\u064a\u062f\u064a\u0648\u0644\u0648\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0631\u0634\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u062a\u0635\u0645\u064a\u0645 \u0648\u062a\u0646\u0641\u064a\u0630 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u064a\u0645\u0643\u0646 \u062a\u062a\u0628\u0639 \u0647\u0630\u0647 \u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0639\u0628\u0631 \u0627\u0644\u0632\u0645\u0646\u060c \u0628\u062f\u0621\u064b\u0627 \u0645\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0648\u0635\u0648\u0644\u0627\u064b \u0625\u0644\u0649 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0645\u062c\u062a\u0645\u0639\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0639\u0643\u0633 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0644\u0644\u0628\u064a\u0626\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 (Kotler &amp; Armstrong, 2021; Webster Jr., 1992).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-1-\u0627\u0644\u062a\u0648\u062c\u0647-\u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a-production-concept\">2.1 \u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a (Production Concept)<\/h4>\n\n\n\n<p>\u064a\u064f\u0639\u062f <strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a<\/strong> \u0645\u0646 \u0623\u0642\u062f\u0645 \u0627\u0644\u0641\u0644\u0633\u0641\u0627\u062a \u0627\u0644\u062a\u064a \u0648\u062c\u0647\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a\u060c \u0648\u0647\u0648 \u064a\u0641\u062a\u0631\u0636 \u0623\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0633\u064a\u0641\u0636\u0644\u0648\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062a\u0627\u062d\u0629 \u0639\u0644\u0649 \u0646\u0637\u0627\u0642 \u0648\u0627\u0633\u0639 \u0648\u0628\u062a\u0643\u0644\u0641\u0629 \u0645\u0646\u062e\u0641\u0636\u0629. \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0647\u0630\u0627 \u0627\u0644\u0627\u0641\u062a\u0631\u0627\u0636\u060c \u062a\u0631\u0643\u0632 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062a\u0628\u0646\u0649 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0639\u0644\u0649 <strong>\u062a\u062d\u0633\u064a\u0646 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0648\u0627\u0644\u062a\u0648\u0632\u064a\u0639<\/strong> (Levitt, 1960). \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u062a\u062d\u0642\u064a\u0642 \u0648\u0641\u0648\u0631\u0627\u062a \u0627\u0644\u062d\u062c\u0645 \u0644\u062a\u0642\u062f\u064a\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0623\u0633\u0639\u0627\u0631 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0644\u0644\u063a\u0627\u064a\u0629.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632:<\/strong> \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0627\u0644\u0643\u0628\u064a\u0631\u060c \u0648\u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0645\u0643\u062b\u0641.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0628\u062f\u0623 \u0627\u0644\u0623\u0633\u0627\u0633\u064a:<\/strong> &#8220;\u0625\u0630\u0627 \u0643\u0627\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u0645\u062a\u0627\u062d\u064b\u0627 \u0648\u0628\u0633\u0639\u0631 \u062c\u064a\u062f\u060c \u0641\u0633\u064a\u0642\u0648\u0645 \u0627\u0644\u0646\u0627\u0633 \u0628\u0634\u0631\u0627\u0626\u0647.&#8221;<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0645\u062b\u0644\u0629:<\/strong> <strong>\u0647\u0646\u0631\u064a \u0641\u0648\u0631\u062f<\/strong> \u0641\u064a \u0623\u0648\u0627\u0626\u0644 \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u0639\u0634\u0631\u064a\u0646 \u0647\u0648 \u0627\u0644\u0645\u062b\u0627\u0644 \u0627\u0644\u0623\u0628\u0631\u0632 \u0644\u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647. \u062a\u0631\u0643\u064a\u0632\u0647 \u0639\u0644\u0649 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0627\u0644\u0636\u062e\u0645 \u0644\u0633\u064a\u0627\u0631\u0629 Ford Model T\u060c \u0648\u062a\u0642\u062f\u064a\u0645\u0647\u0627 \u0628\u0644\u0648\u0646 \u0648\u0627\u062d\u062f \u0648\u0633\u0639\u0631 \u0645\u0646\u062e\u0641\u0636\u060c \u0645\u0643\u0646\u0647 \u0645\u0646 \u0648\u0636\u0639 \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a \u0641\u064a \u0645\u062a\u0646\u0627\u0648\u0644 \u0634\u0631\u064a\u062d\u0629 \u0648\u0627\u0633\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 (Ford, 1922). \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0643\u0627\u0646 \u0641\u0639\u0627\u0644\u0627\u064b \u0628\u0634\u0643\u0644 \u062e\u0627\u0635 \u0639\u0646\u062f\u0645\u0627 \u0643\u0627\u0646 \u0627\u0644\u0637\u0644\u0628 \u064a\u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u0639\u0631\u0636 \u0623\u0648 \u0639\u0646\u062f\u0645\u0627 \u0643\u0627\u0646\u062a \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0647\u064a \u0627\u0644\u0639\u0627\u0645\u0644 \u0627\u0644\u062d\u0627\u0633\u0645 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-2-\u0627\u0644\u062a\u0648\u062c\u0647-\u0627\u0644\u0633\u0644\u0639\u064a-product-concept\">2.2 \u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0633\u0644\u0639\u064a (Product Concept)<\/h4>\n\n\n\n<p>\u064a\u0641\u062a\u0631\u0636 <strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0633\u0644\u0639\u064a<\/strong> \u0623\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0633\u064a\u0641\u0636\u0644\u0648\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645 \u0623\u0641\u0636\u0644 \u062c\u0648\u062f\u0629 \u0623\u0648 \u0623\u062f\u0627\u0621 \u0623\u0648 \u0645\u064a\u0632\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629. \u0648\u0644\u0630\u0644\u0643\u060c \u062a\u0631\u0643\u0632 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062a\u0628\u0646\u0649 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u062c\u0647\u0648\u062f\u0647\u0627 \u0639\u0644\u0649 <strong>\u0627\u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0644\u0644\u0645\u0646\u062a\u062c<\/strong> \u0648\u062a\u0642\u062f\u064a\u0645 \u0627\u0628\u062a\u0643\u0627\u0631\u0627\u062a \u062a\u0642\u0646\u064a\u0629 (Kotler &amp; Keller, 2016). \u064a\u064f\u0641\u062a\u0631\u0636 \u0647\u0646\u0627 \u0623\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u0627\u0644\u0645\u062a\u0645\u064a\u0632 \u0633\u064a\u062c\u0630\u0628 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u062a\u0644\u0642\u0627\u0626\u064a\u064b\u0627.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632:<\/strong> \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0627\u0644\u0623\u062f\u0627\u0621\u060c \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0627\u0644\u0645\u0628\u062a\u0643\u0631\u0629\u060c \u0648\u0627\u0644\u062a\u0635\u0645\u064a\u0645.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0628\u062f\u0623 \u0627\u0644\u0623\u0633\u0627\u0633\u064a:<\/strong> &#8220;\u0625\u0630\u0627 \u0643\u0627\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u062c\u064a\u062f\u064b\u0627 \u0628\u0645\u0627 \u0641\u064a\u0647 \u0627\u0644\u0643\u0641\u0627\u064a\u0629\u060c \u0641\u0644\u0646 \u064a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u062a\u0633\u0648\u064a\u0642 \u0643\u0628\u064a\u0631.&#8221;<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0645\u062b\u0644\u0629:<\/strong> \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0648\u062a\u0642\u062f\u064a\u0645 \u0645\u0646\u062a\u062c\u0627\u062a \u0631\u0627\u0626\u062f\u0629 \u0641\u064a \u0645\u062c\u0627\u0644\u0627\u062a \u0645\u062b\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0627\u062a \u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u0642\u0646\u064a\u0629 (\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c <strong>\u0623\u0628\u0644<\/strong> \u0641\u064a \u0645\u0631\u0627\u062d\u0644\u0647\u0627 \u0627\u0644\u0645\u0628\u0643\u0631\u0629 \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0635\u0645\u064a\u0645 \u0648\u0627\u0644\u062c\u0648\u062f\u0629)\u060c \u0623\u0648 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u062f\u0648\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0633\u062a\u062b\u0645\u0631 \u0628\u0643\u062b\u0627\u0641\u0629 \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0639\u0644\u0627\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629\u060c \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u062a\u0628\u0639 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u0642\u062f \u062a\u0641\u0634\u0644 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0625\u0630\u0627 \u0623\u0647\u0645\u0644\u062a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u0629 \u0648\u0631\u0643\u0632\u062a \u0641\u0642\u0637 \u0639\u0644\u0649 &#8220;\u062a\u062d\u0633\u064a\u0646&#8221; \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627 \u0628\u0637\u0631\u0642 \u0644\u0627 \u064a\u0642\u062f\u0631\u0647\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Levitt, 1960).<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-3-\u0627\u0644\u062a\u0648\u062c\u0647-\u0627\u0644\u0628\u064a\u0639\u064a-selling-concept\">2.3 \u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0628\u064a\u0639\u064a (Selling Concept)<\/h4>\n\n\n\n<p>\u064a\u0646\u0635 <strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0628\u064a\u0639\u064a<\/strong> \u0639\u0644\u0649 \u0623\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0644\u0646 \u064a\u0634\u062a\u0631\u0648\u0627 \u0643\u0645\u064a\u0627\u062a \u0643\u0627\u0641\u064a\u0629 \u0645\u0646 \u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0627 \u0644\u0645 \u062a\u0628\u0630\u0644 \u0627\u0644\u0634\u0631\u0643\u0629 \u062c\u0647\u0648\u062f\u064b\u0627 \u0643\u0628\u064a\u0631\u0629 \u0641\u064a \u0627\u0644\u0628\u064a\u0639 \u0648\u0627\u0644\u062a\u0631\u0648\u064a\u062c. \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u064a\u064f\u0637\u0628\u0642 \u063a\u0627\u0644\u0628\u064b\u0627 \u0639\u0644\u0649 \u0627\u0644\u0633\u0644\u0639 &#8220;\u063a\u064a\u0631 \u0627\u0644\u0645\u0631\u063a\u0648\u0628\u0629&#8221; (Unsought Goods) \u0645\u062b\u0644 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0623\u0648 \u0627\u0644\u0645\u0648\u0633\u0648\u0639\u0627\u062a\u060c \u062d\u064a\u062b \u0644\u0627 \u064a\u0641\u0643\u0631 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u0648\u0646 \u0639\u0627\u062f\u0629 \u0641\u064a \u0634\u0631\u0627\u0626\u0647\u0627 \u0625\u0644\u0627 \u0628\u0639\u062f \u0625\u0642\u0646\u0627\u0639\u0647\u0645 (Kotler &amp; Armstrong, 2021).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632:<\/strong> \u062c\u0647\u0648\u062f \u0627\u0644\u0628\u064a\u0639 \u0648\u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0627\u0644\u0645\u0643\u062b\u0641\u0629\u060c \u0628\u0646\u0627\u0621 \u0634\u0628\u0643\u0627\u062a \u0628\u064a\u0639 \u0642\u0648\u064a\u0629\u060c \u0648\u0625\u0642\u0646\u0627\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0628\u062f\u0623 \u0627\u0644\u0623\u0633\u0627\u0633\u064a:<\/strong> &#8220;\u0646\u062d\u0646 \u0646\u0628\u064a\u0639 \u0645\u0627 \u0646\u0646\u062a\u062c\u0647\u060c \u0648\u0644\u064a\u0633 \u0645\u0627 \u064a\u0631\u064a\u062f\u0647 \u0627\u0644\u0633\u0648\u0642 \u0628\u0627\u0644\u0636\u0631\u0648\u0631\u0629.&#8221;<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0645\u062b\u0644\u0629:<\/strong> \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u0623\u0645\u064a\u0646\u060c \u0645\u0646\u0638\u0645\u0627\u062a \u062c\u0645\u0639 \u0627\u0644\u062a\u0628\u0631\u0639\u0627\u062a \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629\u060c \u0623\u0648 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0648\u0627\u062c\u0647 \u0641\u0627\u0626\u0636\u064b\u0627 \u0641\u064a \u0627\u0644\u0645\u062e\u0632\u0648\u0646. \u064a\u0639\u062a\u0645\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0639\u0644\u0649 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u064a\u0629 \u0642\u0635\u064a\u0631\u0629 \u0627\u0644\u0645\u062f\u0649 \u0648\u0645\u0647\u0627\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0639 \u0627\u0644\u0634\u062e\u0635\u064a. \u0627\u0644\u0645\u0634\u0643\u0644\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0647\u064a \u0623\u0646\u0647 \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0645\u0639\u0627\u0645\u0644\u0629 \u0648\u0644\u064a\u0633 \u0639\u0644\u0649 \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0629 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f \u0645\u0639 \u0627\u0644\u0639\u0645\u064a\u0644\u060c \u0648\u0642\u062f \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0639\u062f\u0645 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0625\u0630\u0627 \u0644\u0645 \u062a\u062a\u0648\u0627\u0641\u0642 \u0627\u0644\u0648\u0639\u0648\u062f \u0645\u0639 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u0629 \u0644\u0644\u0645\u0646\u062a\u062c (Sheth &amp; Sisodia, 2007).<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-4-\u0627\u0644\u062a\u0648\u062c\u0647-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a-marketing-concept\"> 2.4 \u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (Marketing Concept)<\/h4>\n\n\n\n<p>\u064a\u064f\u0639\u062f <strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong> \u062a\u062d\u0648\u0644\u064b\u0627 \u062c\u0630\u0631\u064a\u064b\u0627 \u0641\u064a \u0627\u0644\u0641\u0643\u0631\u060c \u062d\u064a\u062b \u064a\u0636\u0639 <strong>\u0641\u0647\u0645 \u0648\u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0631\u063a\u0628\u0627\u062a \u0627\u0644\u0639\u0645\u064a\u0644<\/strong> \u0641\u064a \u0635\u0645\u064a\u0645 \u062c\u0645\u064a\u0639 \u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0634\u0631\u0643\u0629. \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u0628\u064a\u0639\u060c \u062a\u0628\u062f\u0623 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062a\u0628\u0646\u0649 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0645\u0646 \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u0648\u062c\u0647 \u062c\u0645\u064a\u0639 \u062c\u0647\u0648\u062f\u0647\u0627 \u0644\u062e\u0644\u0642 \u0648\u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0645\u062a\u0641\u0648\u0642\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u064a\u0646\u060c \u0645\u0639 \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (Kotler &amp; Keller, 2016). \u0647\u0630\u0627 \u0627\u0644\u0645\u0628\u062f\u0623 \u0647\u0648 \u0627\u0644\u0623\u0633\u0627\u0633 \u0644\u0644\u0641\u0643\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u062d\u062f\u064a\u062b.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632:<\/strong> \u0641\u0647\u0645 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0631\u063a\u0628\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u0648\u0642\u060c \u062a\u062c\u0632\u0626\u0629 \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0647\u062f\u0627\u0641\u060c \u0648\u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0645\u062a\u0641\u0648\u0642\u0629 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0628\u062f\u0623 \u0627\u0644\u0623\u0633\u0627\u0633\u064a:<\/strong> &#8220;\u0627\u0643\u062a\u0634\u0641 \u0645\u0627 \u064a\u0631\u064a\u062f\u0647 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u062b\u0645 \u0642\u062f\u0645\u0647 \u0644\u0647\u0645 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644 \u0645\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646.&#8221;<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0645\u062b\u0644\u0629:<\/strong> \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 <strong>Procter &amp; Gamble<\/strong>\u060c <strong>Amazon<\/strong>\u060c \u0648<strong>Netflix<\/strong> \u062a\u064f\u0639\u062f \u0623\u0645\u062b\u0644\u0629 \u0643\u0644\u0627\u0633\u064a\u0643\u064a\u0629 \u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0648\u062c\u0647\u0629 \u0628\u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0647\u064a \u062a\u0633\u062a\u062b\u0645\u0631 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0641\u064a \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0644\u0641\u0647\u0645 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0648\u062a\u0643\u064a\u064a\u0641 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627 \u0648\u062e\u062f\u0645\u0627\u062a\u0647\u0627 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0644\u062a\u0644\u0628\u064a\u0629 \u0627\u0644\u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629. \u064a\u0631\u0643\u0632 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0639\u0644\u0649 \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0642\u062f\u064a\u0645 \u0627\u0644\u0631\u0636\u0627 \u0627\u0644\u0645\u0633\u062a\u0645\u0631.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-5-\u0627\u0644\u062a\u0648\u062c\u0647-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a-\u0627\u0644\u0645\u062c\u062a\u0645\u0639\u064a-societal-marketing-concept\"> 2.5 \u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u0645\u062c\u062a\u0645\u0639\u064a (Societal Marketing Concept)<\/h4>\n\n\n\n<p>\u064a\u0645\u062b\u0644 <strong>\u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u0645\u062c\u062a\u0645\u0639\u064a<\/strong> \u0627\u0645\u062a\u062f\u0627\u062f\u064b\u0627 \u0648\u062a\u0637\u0648\u0631\u064b\u0627 \u0644\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u062d\u064a\u062b \u064a\u0631\u0649 \u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u064a\u062c\u0628 \u0623\u0646 \u0644\u0627 \u062a\u0643\u062a\u0641\u064a \u0641\u0642\u0637 \u0628\u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0631\u063a\u0628\u0627\u062a\u0647\u0645\u060c \u0628\u0644 \u064a\u062c\u0628 \u0623\u0646 \u062a\u0623\u062e\u0630 \u0641\u064a \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 \u0623\u064a\u0636\u064b\u0627 <strong>\u0627\u0644\u0645\u0635\u0627\u0644\u062d \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u062c\u0644 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0643\u0643\u0644<\/strong> (Kotler &amp; Armstrong, 2021). \u064a\u0636\u064a\u0641 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0628\u0639\u062f\u064b\u0627 \u0623\u062e\u0644\u0627\u0642\u064a\u064b\u0627 \u0648\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u064b\u0627 \u0648\u0628\u064a\u0626\u064a\u064b\u0627 \u0644\u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632:<\/strong> \u062a\u062d\u0642\u064a\u0642 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u062a\u0644\u0628\u064a\u0629 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0648\u0627\u0644\u0645\u0633\u0627\u0647\u0645\u0629 \u0641\u064a \u0631\u0641\u0627\u0647\u064a\u0629 \u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0648\u0627\u0644\u0628\u064a\u0626\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0628\u062f\u0623 \u0627\u0644\u0623\u0633\u0627\u0633\u064a:<\/strong> &#8220;\u0627\u0644\u062a\u0648\u0627\u0632\u0646 \u0628\u064a\u0646 \u0623\u0631\u0628\u0627\u062d \u0627\u0644\u0634\u0631\u0643\u0629\u060c \u0648\u0631\u063a\u0628\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0645\u0635\u0627\u0644\u062d \u0627\u0644\u0645\u062c\u062a\u0645\u0639.&#8221;<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0645\u062b\u0644\u0629:<\/strong> \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 <strong>Patagonia<\/strong> (\u0627\u0644\u0645\u0644\u0627\u0628\u0633 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629)\u060c <strong>The Body Shop<\/strong> (\u0645\u0633\u062a\u062d\u0636\u0631\u0627\u062a \u0627\u0644\u062a\u062c\u0645\u064a\u0644 \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629)\u060c \u0648\u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062a\u0628\u0646\u0649 \u0645\u0628\u0627\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a (CSR) \u0623\u0648 \u062a\u0644\u062a\u0632\u0645 \u0628\u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629. \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u064a\u0639\u0643\u0633 \u0648\u0639\u064a\u064b\u0627 \u0645\u062a\u0632\u0627\u064a\u062f\u064b\u0627 \u0628\u0623\u0646 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u062a\u062c\u0627\u0631\u064a \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644 \u0644\u0627 \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0646\u0641\u0635\u0644 \u0639\u0646 \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0625\u064a\u062c\u0627\u0628\u064a \u0639\u0644\u0649 \u0627\u0644\u0628\u064a\u0626\u0629 \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639.<\/li>\n<\/ul>\n\n\n\n<p>\u062a\u064f\u0638\u0647\u0631 \u0647\u0630\u0647 \u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0645\u062c\u062a\u0645\u0639\u0629 \u0627\u0644\u0645\u0633\u0627\u0631 \u0627\u0644\u062a\u0637\u0648\u0631\u064a \u0644\u0644\u0641\u0643\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u0645\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0627\u0644\u0636\u064a\u0642 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u0628\u064a\u0639 \u0625\u0644\u0649 \u0645\u0646\u0638\u0648\u0631 \u0634\u0627\u0645\u0644 \u064a\u0636\u0639 \u0627\u0644\u0639\u0645\u064a\u0644 \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0641\u064a \u0635\u0645\u064a\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 (Webster Jr., 1992). \u0647\u0630\u0627 \u0627\u0644\u062a\u0637\u0648\u0631 \u064a\u0645\u0647\u062f \u0627\u0644\u0637\u0631\u064a\u0642 \u0644\u0641\u0647\u0645 \u0623\u0639\u0645\u0642 \u0644\u062f\u0648\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0642\u0648\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0631\u0626\u064a\u0633\u064a\u0629 \u0641\u064a \u0623\u064a \u0645\u0646\u0638\u0645\u0629.<\/p>\n\n\n\n<h5 class=\"wp-block-heading has-text-align-center\" id=\"\u062c\u062f\u0648\u0644-\u064a\u0644\u062e\u0635-\u062a\u0637\u0648\u0631-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0639\u0628\u0631-\u0627\u0644\u062a\u0627\u0631\u064a\u062e\">\u062c\u062f\u0648\u0644 \u064a\u0644\u062e\u0635 \u062a\u0637\u0648\u0631 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0628\u0631 \u0627\u0644\u062a\u0627\u0631\u064a\u062e<\/h5>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>\u0627\u0644\u0645\u0631\u062d\u0644\u0629<\/th><th>\u0627\u0644\u0641\u062a\u0631\u0629 \u0627\u0644\u0632\u0645\u0646\u064a\u0629<\/th><th>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0627\u0644\u0631\u0626\u064a\u0633\u064a<\/th><\/tr><\/thead><tbody><tr><td>\u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a<\/td><td>\u062d\u062a\u0649 \u0627\u0644\u0623\u0631\u0628\u0639\u064a\u0646\u064a\u0627\u062a<\/td><td>\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c<\/td><\/tr><tr><td>\u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u0628\u064a\u0639\u064a<\/td><td>\u062e\u0645\u0633\u064a\u0646\u064a\u0627\u062a \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u0645\u0627\u0636\u064a<\/td><td>\u0627\u0644\u0625\u0642\u0646\u0627\u0639 \u0648\u0627\u0644\u0628\u064a\u0639<\/td><\/tr><tr><td>\u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/td><td>\u0633\u062a\u064a\u0646\u064a\u0627\u062a \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u0645\u0627\u0636\u064a<\/td><td>\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u064a\u0644<\/td><\/tr><tr><td>\u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a<\/td><td>\u062b\u0645\u0627\u0646\u064a\u0646\u064a\u0627\u062a \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u0645\u0627\u0636\u064a<\/td><td>\u0627\u0644\u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629<\/td><\/tr><tr><td>\u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u0631\u0642\u0645\u064a<\/td><td>\u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u062d\u0627\u062f\u064a \u0648\u0627\u0644\u0639\u0634\u0631\u0648\u0646<\/td><td>\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0643\u0639\u0644\u0645-\u0648\u0641\u0646-\u062a\u0648\u0627\u0632\u0646-\u0628\u064a\u0646-\u0627\u0644\u062a\u062d\u0644\u064a\u0644-\u0648\u0627\u0644\u0625\u0628\u062f\u0627\u0639\"> 3 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0639\u0644\u0645 \u0648\u0641\u0646: \u062a\u0648\u0627\u0632\u0646 \u0628\u064a\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u0627\u0644\u0625\u0628\u062f\u0627\u0639<\/h3>\n\n\n\n<p>\u064a\u064f\u0646\u0638\u0631 \u0625\u0644\u0649 <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642<\/strong> \u0628\u0634\u0643\u0644 \u0645\u062a\u0632\u0627\u064a\u062f \u0639\u0644\u0649 \u0623\u0646\u0647 \u0645\u062c\u0627\u0644 \u064a\u062c\u0645\u0639 \u0628\u064a\u0646 \u0627\u0644\u062f\u0642\u0629 \u0627\u0644\u0645\u0646\u0647\u062c\u064a\u0629 \u0644\u0644\u0639\u0644\u0645 \u0648\u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0627\u0644\u0641\u0637\u0631\u064a \u0644\u0644\u0641\u0646 (Kotler &amp; Keller, 2016). \u0647\u0630\u0627 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u0641\u0631\u064a\u062f \u064a\u0645\u0643\u0651\u0646 \u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u0645\u0646 \u0641\u0647\u0645 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0648\u062a\u0637\u0648\u064a\u0631 \u062d\u0644\u0648\u0644 \u0645\u0628\u062a\u0643\u0631\u0629 \u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u062d\u0642\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0639\u0645\u0644.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-1-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0643\u0639\u0644\u0645-\u0627\u0644\u0627\u0633\u062a\u0646\u0627\u062f-\u0625\u0644\u0649-\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a-\u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644\">3.1 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0639\u0644\u0645: \u0627\u0644\u0627\u0633\u062a\u0646\u0627\u062f \u0625\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644<\/h4>\n\n\n\n<p>\u064a\u064f\u0639\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0644\u0645\u064b\u0627 \u0644\u0623\u0646\u0647 \u064a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 <strong>\u0627\u0644\u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u0645\u0646\u0647\u062c\u064a\u0629 \u0648\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062a\u062c\u0631\u064a\u0628\u064a\u0629<\/strong> \u0644\u0641\u0647\u0645 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0623\u0633\u0648\u0627\u0642\u060c \u0648\u0642\u064a\u0627\u0633 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 (Hunt, 1983). \u062a\u0634\u0645\u0644 \u0627\u0644\u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0627 \u064a\u0644\u064a:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0628\u062d\u062b \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (Marketing Research):<\/strong> \u064a\u062a\u0636\u0645\u0646 \u062c\u0645\u0639 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u062d\u0648\u0644 \u0627\u0644\u0623\u0633\u0648\u0627\u0642\u060c \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0648\u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u064a\u0633\u062a\u062e\u062f\u0645 \u0627\u0644\u0645\u0633\u0648\u0642\u0648\u0646 \u0623\u062f\u0648\u0627\u062a \u0628\u062d\u062b \u0643\u0645\u064a\u0629 (\u0645\u062b\u0644 \u0627\u0644\u0627\u0633\u062a\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a) \u0648\u0646\u0648\u0639\u064a\u0629 (\u0645\u062b\u0644 \u0645\u062c\u0645\u0648\u0639\u0627\u062a \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0648\u0627\u0644\u0645\u0642\u0627\u0628\u0644\u0627\u062a \u0627\u0644\u0645\u062a\u0639\u0645\u0642\u0629) \u0644\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0631\u0624\u0649 \u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u0646\u0641\u064a\u0630 (Malhotra, 2019).<\/li>\n\n\n\n<li><strong>\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a (Data Analysis):<\/strong> \u0645\u0639 \u0638\u0647\u0648\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0636\u062e\u0645\u0629 (Big Data)\u060c \u0623\u0635\u0628\u062d \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0642\u064a\u0642 \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0636\u0631\u0648\u0631\u064a\u064b\u0627. \u064a\u0633\u0627\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0646\u0645\u0627\u0637\u060c \u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a\u060c \u0648\u0641\u0647\u0645 \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 (\u0645\u062b\u0644 \u0627\u0644\u0625\u0646\u0641\u0627\u0642 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a \u0648\u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a) (Davenport et al., 2012).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0646\u0645\u0627\u0630\u062c \u0648\u0627\u0644\u0646\u0638\u0631\u064a\u0627\u062a (Models and Theories):<\/strong> \u064a\u0639\u062a\u0645\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0644\u0649 \u0646\u0645\u0627\u0630\u062c \u0648\u0646\u0638\u0631\u064a\u0627\u062a \u0631\u0627\u0633\u062e\u0629 \u0644\u0634\u0631\u062d \u0648\u062a\u0648\u0642\u0639 \u0627\u0644\u0638\u0648\u0627\u0647\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u062a\u064f\u0633\u062a\u062e\u062f\u0645 \u0646\u0645\u0627\u0630\u062c \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 (\u0645\u062b\u0644 \u0646\u0645\u0648\u0630\u062c \u0642\u0631\u0627\u0631 \u0627\u0644\u0634\u0631\u0627\u0621)\u060c \u0648\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a\u060c \u0648\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0644\u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a (Kotler &amp; Armstrong, 2021).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0642\u064a\u0627\u0633 \u0648\u0627\u0644\u062a\u0642\u064a\u064a\u0645 (Measurement and Evaluation):<\/strong> \u064a\u062a\u0636\u0645\u0646 \u0627\u0644\u062c\u0627\u0646\u0628 \u0627\u0644\u0639\u0644\u0645\u064a \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0636\u0639 \u0645\u0624\u0634\u0631\u0627\u062a \u0623\u062f\u0627\u0621 \u0631\u0626\u064a\u0633\u064a\u0629 (KPIs) \u0648\u0642\u064a\u0627\u0633 \u0639\u0627\u0626\u062f \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 (ROI) \u0644\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0636\u0645\u0646 \u0623\u0646 \u0627\u0644\u062c\u0647\u0648\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u0628\u0646\u064a\u0629 \u0639\u0644\u0649 \u0623\u062f\u0644\u0629 \u0648\u0645\u0648\u062c\u0647\u0629 \u0646\u062d\u0648 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0645\u0631\u062c\u0648\u0629 (Rust et al., 2004).<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-2-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0643\u0641\u0646-\u0627\u0644\u0625\u0628\u062f\u0627\u0639-\u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631-\u0641\u064a-\u0627\u0644\u062a\u0641\u0627\u0639\u0644-\u0627\u0644\u0628\u0634\u0631\u064a\">3.2 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0641\u0646: \u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0641\u064a \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0627\u0644\u0628\u0634\u0631\u064a<\/h4>\n\n\n\n<p>\u0625\u0644\u0649 \u062c\u0627\u0646\u0628 \u062f\u0642\u062a\u0647 \u0627\u0644\u0639\u0644\u0645\u064a\u0629\u060c \u064a\u0638\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u0646\u064b\u0627 \u064a\u062a\u0637\u0644\u0628 <strong>\u0627\u0644\u0625\u0628\u062f\u0627\u0639\u060c \u0627\u0644\u0628\u062f\u064a\u0647\u0629\u060c \u0648\u0627\u0644\u0641\u0647\u0645 \u0627\u0644\u0639\u0645\u064a\u0642 \u0644\u0644\u0639\u0646\u0635\u0631 \u0627\u0644\u0628\u0634\u0631\u064a<\/strong> (Levitt, 1960). \u062a\u0634\u0645\u0644 \u0627\u0644\u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0641\u0646\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0627 \u064a\u0644\u064a:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 (Creativity and Innovation):<\/strong> \u064a\u062a\u0637\u0644\u0628 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u0646 \u062a\u0635\u0645\u064a\u0645 \u062d\u0645\u0644\u0627\u062a \u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0645\u0624\u062b\u0631\u0629\u060c \u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0648\u0645\u0628\u062a\u0643\u0631\u0629\u060c \u0648\u0635\u064a\u0627\u063a\u0629 \u0631\u0633\u0627\u0626\u0644 \u062c\u0630\u0627\u0628\u0629 \u062a\u0644\u0647\u0645 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u064a\u0639\u062a\u0645\u062f \u0647\u0630\u0627 \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0643\u064a\u0631 \u062e\u0627\u0631\u062c \u0627\u0644\u0635\u0646\u062f\u0648\u0642 \u0648\u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0631\u0624\u064a\u0629 \u0627\u0644\u0641\u0631\u0635 \u062d\u064a\u062b \u0644\u0627 \u064a\u0631\u0627\u0647\u0627 \u0627\u0644\u0622\u062e\u0631\u0648\u0646 (Amabile et al., 1996).<\/li>\n\n\n\n<li><strong>\u0641\u0647\u0645 \u0627\u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u0628\u0634\u0631\u064a (Understanding Human Behavior):<\/strong> \u064a\u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u0641\u0646 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u062c\u0631\u062f \u0627\u0644\u0623\u0631\u0642\u0627\u0645 \u0625\u0644\u0649 \u0641\u0647\u0645 \u0627\u0644\u062f\u0648\u0627\u0641\u0639 \u0627\u0644\u0646\u0641\u0633\u064a\u0629\u060c \u0627\u0644\u062b\u0642\u0627\u0641\u064a\u0629\u060c \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0634\u0631\u0627\u0621. \u064a\u062a\u0637\u0644\u0628 \u0630\u0644\u0643 \u062a\u0639\u0627\u0637\u0641\u064b\u0627 \u0648\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0625\u0634\u0627\u0631\u0627\u062a \u063a\u064a\u0631 \u0627\u0644\u0644\u0641\u0638\u064a\u0629 \u0648\u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0639\u0644\u0649 \u0645\u0633\u062a\u0648\u0649 \u0639\u0627\u0637\u0641\u064a (Solomon, 2018).<\/li>\n\n\n\n<li><strong>\u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a (Relationship Building):<\/strong> \u0641\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u0643\u0645\u0646 \u0641\u064a \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0642\u0648\u064a\u0629 \u0648\u062f\u0627\u0626\u0645\u0629 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0644\u0627 \u064a\u062a\u0639\u0644\u0642 \u0627\u0644\u0623\u0645\u0631 \u0641\u0642\u0637 \u0628\u0627\u0644\u0645\u0639\u0627\u0645\u0644\u0629 \u0627\u0644\u0641\u0631\u062f\u064a\u0629\u060c \u0628\u0644 \u0628\u062e\u0644\u0642 \u0648\u0644\u0627\u0621 \u0644\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u062a\u062c\u0627\u0631\u0628 \u0625\u064a\u062c\u0627\u0628\u064a\u0629 \u062a\u062f\u0641\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0644\u0644\u0639\u0648\u062f\u0629 \u0645\u0631\u0627\u0631\u064b\u0627 \u0648\u062a\u0643\u0631\u0627\u0631\u064b\u0627. \u064a\u062a\u0637\u0644\u0628 \u0647\u0630\u0627 \u0645\u0647\u0627\u0631\u0627\u062a \u062a\u0648\u0627\u0635\u0644 \u0645\u0645\u062a\u0627\u0632\u0629\u060c \u0648\u0645\u0648\u062b\u0648\u0642\u064a\u0629\u060c \u0648\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0628\u0646\u0627\u0621 \u0627\u0644\u062b\u0642\u0629 (Gronroos, 1994).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0627\u0644\u0641\u0639\u0627\u0644 (Effective Communication):<\/strong> \u0641\u0646 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0642\u0635\u0635\u060c \u0627\u0644\u0631\u0633\u0627\u0626\u0644\u060c \u0648\u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0627\u0644\u062a\u064a \u064a\u062a\u0631\u062f\u062f \u0635\u062f\u0627\u0647\u0627 \u0644\u062f\u0649 \u0627\u0644\u062c\u0645\u0647\u0648\u0631 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641. \u064a\u062a\u0636\u0645\u0646 \u0630\u0644\u0643 \u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0643\u0644\u0645\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0633\u0628\u0629\u060c \u0627\u0644\u0635\u0648\u0631\u060c \u0648\u0627\u0644\u0646\u0628\u0631\u0629 \u0644\u062e\u0644\u0642 \u0627\u062a\u0635\u0627\u0644 \u0639\u0627\u0637\u0641\u064a \u064a\u062f\u0641\u0639 \u0625\u0644\u0649 \u0627\u0644\u0639\u0645\u0644 (Heath &amp; Heath, 2007).<\/li>\n<\/ul>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645\u060c \u064a\u0645\u062b\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u062c\u0627\u0644\u064b\u0627 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u064b\u0627 \u062d\u064a\u062b \u064a\u062a\u0639\u0627\u064a\u0634 <strong>\u0627\u0644\u0639\u0644\u0645 \u0648\u0627\u0644\u0641\u0646<\/strong> \u0641\u064a \u062a\u0648\u0627\u0632\u0646 \u0645\u062a\u0646\u0627\u063a\u0645. \u0641\u0641\u064a \u062d\u064a\u0646 \u062a\u0648\u0641\u0631 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0645\u0646\u0637\u0642\u064a \u0644\u0644\u0642\u0631\u0627\u0631\u0627\u062a\u060c \u0641\u0625\u0646 \u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0648\u0627\u0644\u062d\u062f\u0633 \u0627\u0644\u0641\u0646\u064a \u064a\u0636\u064a\u0641\u0627\u0646 \u0627\u0644\u0644\u0645\u0633\u0629 \u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0646\u0627\u062c\u062d\u0629 \u0648\u062a\u062c\u0630\u0628 \u0642\u0644\u0648\u0628 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 (Kotler &amp; Keller, 2016). \u0647\u0630\u0627 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0647\u0648 \u0645\u0627 \u064a\u0645\u0646\u062d \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0642\u0648\u062a\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0642\u062f\u0631\u062a\u0647 \u0639\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-\u0627\u0644\u0645\u0632\u064a\u062c-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a-marketing-mix-\u0627\u0644\u0623\u0628\u0639\u0627\u062f-\u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629-\u0644\u0644\u062a\u0633\u0648\u064a\u0642\">4. \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (Marketing Mix): \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642<\/h3>\n\n\n\n<p>\u064a\u064f\u0639\u062f <strong>\u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (Marketing Mix)<\/strong> \u0623\u062d\u062f \u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0645\u062d\u0648\u0631\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u062d\u064a\u062b \u064a\u0645\u062b\u0644 \u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u0643\u062a\u064a\u0643\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0633\u062a\u062e\u062f\u0645\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641 (McCarthy, 1960). \u0625\u0646\u0647 \u0627\u0644\u0625\u0637\u0627\u0631 \u0627\u0644\u0630\u064a \u064a\u062a\u0631\u062c\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0643\u0628\u0631\u0649 \u0625\u0644\u0649 \u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0639\u0645\u0644\u064a\u0629 \u0648\u0645\u0644\u0645\u0648\u0633\u0629. \u062a\u0642\u0644\u064a\u062f\u064a\u064b\u0627\u060c \u064a\u064f\u0634\u0627\u0631 \u0625\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0628\u0640 &#8220;\u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0623\u0631\u0628\u0639\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642&#8221; \u0623\u0648 \u0627\u0644\u0640 4Ps. \u0648\u0645\u0639 \u062a\u0637\u0648\u0631 \u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u0648\u062e\u0627\u0635\u0629 \u0642\u0637\u0627\u0639 \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u062a\u0645 \u062a\u0648\u0633\u064a\u0639 \u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u0644\u064a\u0634\u0645\u0644 \u0639\u0646\u0627\u0635\u0631 \u0625\u0636\u0627\u0641\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"4-1-\u0623\u0635\u0644-\u0627\u0644\u0645\u0632\u064a\u062c-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a-\u0627\u0644\u0640-4ps\">4.1 \u0623\u0635\u0644 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a: \u0627\u0644\u0640 4Ps<\/h4>\n\n\n\n<p>\u064a\u0639\u0648\u062f \u0627\u0644\u0641\u0636\u0644 \u0641\u064a \u0635\u064a\u0627\u063a\u0629 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0640 4Ps \u0625\u0644\u0649 <strong>\u062c\u064a\u0631\u0648\u0645 \u0645\u0627\u0643\u0627\u0631\u062b\u064a (Jerome McCarthy)<\/strong> \u0641\u064a \u0639\u0627\u0645 1960\u060c \u0648\u0642\u062f \u0634\u0627\u0639 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647 \u0645\u0646 \u0642\u0628\u0644 <strong>\u0641\u0644\u064a\u0628 \u0643\u0648\u062a\u0644\u0631 (Philip Kotler)<\/strong> (Kotler &amp; Armstrong, 2021). \u062a\u0645\u062b\u0644 \u0647\u0630\u0647 \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0623\u064a \u0639\u0631\u0636 \u062a\u0633\u0648\u064a\u0642\u064a:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0645\u0646\u062a\u062c (Product):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u064a\u0634\u064a\u0631 \u0625\u0644\u0649 <strong>\u0627\u0644\u0639\u0631\u0636 \u0627\u0644\u0643\u0644\u064a \u0627\u0644\u0630\u064a \u062a\u0642\u062f\u0645\u0647 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641<\/strong>\u060c \u0648\u0627\u0644\u0630\u064a \u064a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u0644\u0628\u064a\u0629 \u062d\u0627\u062c\u0629 \u0623\u0648 \u0631\u063a\u0628\u0629 \u0645\u0639\u064a\u0646\u0629. \u0644\u0627 \u064a\u0642\u062a\u0635\u0631 \u0627\u0644\u0645\u0646\u062a\u062c \u0639\u0644\u0649 \u0627\u0644\u0633\u0644\u0639 \u0627\u0644\u0645\u0627\u062f\u064a\u0629 \u0641\u062d\u0633\u0628\u060c \u0628\u0644 \u064a\u0634\u0645\u0644 \u0623\u064a\u0636\u064b\u0627 \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u0627\u0644\u0623\u0641\u0643\u0627\u0631\u060c \u0627\u0644\u062a\u062c\u0627\u0631\u0628\u060c \u0648\u062d\u062a\u0649 \u0627\u0644\u0623\u0634\u062e\u0627\u0635 \u0648\u0627\u0644\u0623\u0645\u0627\u0643\u0646.<\/li>\n\n\n\n<li><strong>\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0645\u0646\u062a\u062c:<\/strong> \u062a\u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0627\u0644\u0645\u0627\u062f\u064a\u0629 \u0644\u062a\u0634\u0645\u0644 \u0627\u0644\u062c\u0648\u062f\u0629\u060c \u0627\u0644\u062a\u0635\u0645\u064a\u0645\u060c \u0627\u0644\u062a\u0646\u0648\u0639\u060c \u0627\u0644\u0627\u0633\u0645 \u0627\u0644\u062a\u062c\u0627\u0631\u064a (\u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629)\u060c \u0627\u0644\u062a\u0639\u0628\u0626\u0629 \u0648\u0627\u0644\u062a\u063a\u0644\u064a\u0641\u060c \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0645\u0635\u0627\u062d\u0628\u0629 \u0645\u062b\u0644 \u0627\u0644\u0636\u0645\u0627\u0646\u0627\u062a\u060c \u0648\u062e\u062f\u0645\u0627\u062a \u0645\u0627 \u0628\u0639\u062f \u0627\u0644\u0628\u064a\u0639 \u0648\u0627\u0644\u062f\u0639\u0645 \u0627\u0644\u0641\u0646\u064a (Kotler &amp; Keller, 2016). \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0627\u0644\u0645\u0646\u062a\u062c \u062a\u062a\u0637\u0644\u0628 \u0641\u0647\u0645\u064b\u0627 \u0639\u0645\u064a\u0642\u064b\u0627 \u0644\u0645\u0627 \u064a\u0642\u062f\u0631\u0647 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u062d\u0642\u064b\u0627.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0633\u0639\u0631 (Price):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0647\u0648 <strong>\u0627\u0644\u0645\u0628\u0644\u063a \u0627\u0644\u0646\u0642\u062f\u064a \u0623\u0648 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u062a\u064a \u064a\u062a\u0628\u0627\u062f\u0644\u0647\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0644\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0629<\/strong>. \u064a\u064f\u0639\u062f \u0627\u0644\u0633\u0639\u0631 \u0639\u0646\u0635\u0631\u064b\u0627 \u062d\u0627\u0633\u0645\u064b\u0627 \u0644\u064a\u0633 \u0641\u0642\u0637 \u0644\u0623\u0646\u0647 \u064a\u062d\u062f\u062f \u0625\u064a\u0631\u0627\u062f\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0629\u060c \u0628\u0644 \u0644\u0623\u0646\u0647 \u064a\u0624\u062b\u0631 \u0623\u064a\u0636\u064b\u0627 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 \u062a\u0635\u0648\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0644\u0644\u0642\u064a\u0645\u0629 \u0648\u0627\u0644\u062c\u0648\u062f\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0648\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0633\u0639\u0631:<\/strong> \u062a\u0634\u0645\u0644 \u062a\u062d\u062f\u064a\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0639\u064a\u0631 (\u0645\u062b\u0644 \u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0627\u0644\u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0627\u0644\u0642\u064a\u0645\u0629\u060c \u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u060c \u062a\u0633\u0639\u064a\u0631 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0625\u0636\u0627\u0641\u064a\u0629)\u060c \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u062e\u0635\u0648\u0645\u0627\u062a \u0648\u0627\u0644\u0639\u0644\u0627\u0648\u0627\u062a\u060c \u0648\u0634\u0631\u0648\u0637 \u0627\u0644\u062f\u0641\u0639 \u0648\u0627\u0644\u0627\u0626\u062a\u0645\u0627\u0646 (Nagle &amp; Hogan, 2006). \u064a\u062c\u0628 \u0623\u0646 \u064a\u0643\u0648\u0646 \u0627\u0644\u0633\u0639\u0631 \u0645\u062a\u0648\u0627\u0641\u0642\u064b\u0627 \u0645\u0639 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u062f\u0631\u0643\u0629 \u0644\u0644\u0645\u0646\u062a\u062c \u0648\u0645\u0648\u0642\u0639\u0647 \u0641\u064a \u0627\u0644\u0633\u0648\u0642.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0643\u0627\u0646 (Place \/ Distribution):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u064a\u062a\u0639\u0644\u0642 \u0627\u0644\u0645\u0643\u0627\u0646 \u0628\u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u064a \u062a\u0636\u0645\u0646 <strong>\u062a\u0648\u0641\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u062c \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u064a\u0646 \u0641\u064a \u0627\u0644\u0632\u0645\u0627\u0646 \u0648\u0627\u0644\u0645\u0643\u0627\u0646 \u0627\u0644\u0645\u0646\u0627\u0633\u0628\u064a\u0646<\/strong>. \u0625\u0646\u0647 \u0645\u062d\u0648\u0631 \u0644\u0648\u0635\u0648\u0644 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0629 \u0625\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u0646\u0647\u0627\u0626\u064a.<\/li>\n\n\n\n<li><strong>\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0645\u0643\u0627\u0646:<\/strong> \u062a\u0634\u0645\u0644 \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639 (\u0645\u062b\u0644 \u0627\u0644\u0628\u064a\u0639 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u060c \u062a\u062c\u0627\u0631 \u0627\u0644\u062a\u062c\u0632\u0626\u0629\u060c \u062a\u062c\u0627\u0631 \u0627\u0644\u062c\u0645\u0644\u0629\u060c \u0627\u0644\u0645\u062a\u0627\u062c\u0631 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629)\u060c \u0627\u0644\u062a\u063a\u0637\u064a\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629\u060c \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0632\u0648\u0646\u060c \u0648\u0627\u0644\u0644\u0648\u062c\u0633\u062a\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0636\u0645\u0646 \u0627\u0644\u062d\u0631\u0643\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629 \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0646 \u0646\u0642\u0637\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0625\u0644\u0649 \u0646\u0642\u0637\u0629 \u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643 (Coughlan et al., 2006).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0631\u0648\u064a\u062c (Promotion):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u064a\u0634\u0645\u0644 <strong>\u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u064a \u062a\u0633\u062a\u062e\u062f\u0645\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0644\u062a\u0648\u0627\u0635\u0644 \u0628\u0634\u0623\u0646 \u0645\u0632\u0627\u064a\u0627 \u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0648\u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0625\u0642\u0646\u0627\u0639\u0647\u0645 \u0628\u0627\u0644\u0634\u0631\u0627\u0621<\/strong>. \u064a\u0647\u062f\u0641 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0625\u0644\u0649 \u0625\u0639\u0644\u0627\u0645\u060c \u0625\u0642\u0646\u0627\u0639\u060c \u0648\u062a\u0630\u0643\u064a\u0631 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641 \u0628\u0648\u062c\u0648\u062f \u0627\u0644\u0645\u0646\u062a\u062c \u0648\u0642\u064a\u0645\u062a\u0647.<\/li>\n\n\n\n<li><strong>\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u064a:<\/strong> \u062a\u062a\u0636\u0645\u0646 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u060c \u0627\u0644\u0628\u064a\u0639 \u0627\u0644\u0634\u062e\u0635\u064a\u060c \u062a\u0631\u0648\u064a\u062c \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a (\u0645\u062b\u0644 \u0627\u0644\u062e\u0635\u0648\u0645\u0627\u062a \u0648\u0627\u0644\u0639\u0631\u0648\u0636)\u060c \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629 (PR)\u060c \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0628\u0627\u0634\u0631 (\u0645\u062b\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0628\u0631 \u0627\u0644\u0628\u0631\u064a\u062f \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a \u0623\u0648 \u0627\u0644\u0631\u0633\u0627\u0626\u0644 \u0627\u0644\u0646\u0635\u064a\u0629) (Shimp &amp; Andrews, 2013). \u062a\u062a\u0637\u0644\u0628 \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u062a\u0643\u0627\u0645\u0644\u0627\u064b \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u0644\u062e\u0644\u0642 \u0631\u0633\u0627\u0644\u0629 \u0645\u062a\u0633\u0642\u0629 \u0648\u0645\u0624\u062b\u0631\u0629.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"4-2-\u062a\u0648\u0633\u064a\u0639-\u0627\u0644\u0645\u0632\u064a\u062c-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a-\u0644\u0644\u062e\u062f\u0645\u0627\u062a-\u0627\u0644\u0640-7ps\">4.2 \u062a\u0648\u0633\u064a\u0639 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0644\u0644\u062e\u062f\u0645\u0627\u062a: \u0627\u0644\u0640 7Ps<\/h4>\n\n\n\n<p>\u0645\u0639 \u0627\u0644\u062a\u0632\u0627\u064a\u062f \u0641\u064a \u0623\u0647\u0645\u064a\u0629 \u0642\u0637\u0627\u0639 \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u0623\u062f\u0631\u0643 \u0627\u0644\u0628\u0627\u062d\u062b\u0648\u0646 \u0623\u0646 \u0627\u0644\u0640 4Ps \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0642\u062f \u0644\u0627 \u062a\u0643\u0648\u0646 \u0643\u0627\u0641\u064a\u0629 \u0644\u0627\u0644\u062a\u0642\u0627\u0637 \u0627\u0644\u062a\u0639\u0642\u064a\u062f \u0627\u0644\u0643\u0627\u0645\u0646 \u0641\u064a \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0646\u0638\u0631\u064b\u0627 \u0644\u062e\u0635\u0627\u0626\u0635\u0647\u0627 \u0627\u0644\u0641\u0631\u064a\u062f\u0629 (\u0627\u0644\u0644\u0627 \u0645\u0644\u0645\u0648\u0633\u064a\u0629\u060c \u0639\u062f\u0645 \u0642\u0627\u0628\u0644\u064a\u0629 \u0627\u0644\u0641\u0635\u0644\u060c \u0627\u0644\u062a\u0628\u0627\u064a\u0646\u060c \u0627\u0644\u0642\u0627\u0628\u0644\u064a\u0629 \u0644\u0644\u062a\u0644\u0641). \u0644\u0630\u0627\u060c \u0627\u0642\u062a\u0631\u062d\u062a <strong>\u0628\u0648\u0645\u0632 \u0648\u0628\u064a\u062a\u0646\u0631 (Booms &amp; Bitner)<\/strong> \u0641\u064a \u0639\u0627\u0645 1981 \u0625\u0636\u0627\u0641\u0629 \u062b\u0644\u0627\u062b\u0629 \u0639\u0646\u0627\u0635\u0631 \u0625\u0636\u0627\u0641\u064a\u0629\u060c \u0644\u064a\u062a\u0634\u0643\u0644 \u0645\u0627 \u064a\u0639\u0631\u0641 \u0628\u0627\u0644\u0640 7Ps \u0641\u064a \u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062e\u062f\u0645\u0627\u062a (Booms &amp; Bitner, 1981):<\/p>\n\n\n\n<ol start=\"5\" class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0623\u0634\u062e\u0627\u0635 (People):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u064a\u0634\u0645\u0644 <strong>\u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0641\u0631\u0627\u062f \u0627\u0644\u0630\u064a\u0646 \u064a\u0634\u0627\u0631\u0643\u0648\u0646 \u0641\u064a \u0639\u0645\u0644\u064a\u0629 \u062a\u0642\u062f\u064a\u0645 \u0627\u0644\u062e\u062f\u0645\u0629 \u0623\u0648 \u064a\u062a\u0623\u062b\u0631\u0648\u0646 \u0628\u0647\u0627\u060c \u0633\u0648\u0627\u0621 \u0643\u0627\u0646\u0648\u0627 \u0645\u0648\u0638\u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0629 \u0623\u0648 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0623\u0646\u0641\u0633\u0647\u0645<\/strong>. \u0641\u064a \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u064a\u0643\u0648\u0646 \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0627\u0644\u0628\u0634\u0631\u064a \u062c\u0632\u0621\u064b\u0627 \u0644\u0627 \u064a\u062a\u062c\u0632\u0623 \u0645\u0646 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0639\u0645\u064a\u0644.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0647\u0645\u064a\u0629:<\/strong> \u062a\u062f\u0631\u064a\u0628 \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646\u060c \u062a\u062d\u0641\u064a\u0632\u0647\u0645\u060c \u0648\u0636\u0645\u0627\u0646 \u0643\u0641\u0627\u0621\u062a\u0647\u0645 \u0648\u0648\u062f\u0647\u0645 \u064a\u0624\u062b\u0631 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 \u062c\u0648\u062f\u0629 \u0627\u0644\u062e\u062f\u0645\u0629 \u0648\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0643\u0645\u0627 \u0623\u0646 \u062a\u0641\u0627\u0639\u0644 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0645\u0639 \u0628\u0639\u0636\u0647\u0645 \u0627\u0644\u0628\u0639\u0636 \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0643\u0644\u064a\u0629 (Gr\u00f6nroos, 1994).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a (Processes):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u062a\u0634\u064a\u0631 \u0625\u0644\u0649 <strong>\u0627\u0644\u0623\u0646\u0638\u0645\u0629\u060c \u0627\u0644\u0625\u062c\u0631\u0627\u0621\u0627\u062a\u060c \u0648\u0627\u0644\u062e\u0637\u0648\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u062a\u0645 \u0645\u0646 \u062e\u0644\u0627\u0644\u0647\u0627 \u062a\u0633\u0644\u064a\u0645 \u0627\u0644\u062e\u062f\u0645\u0629 \u0644\u0644\u0639\u0645\u064a\u0644<\/strong>. \u062a\u0635\u0645\u064a\u0645 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0628\u0643\u0641\u0627\u0621\u0629 \u0648\u0641\u0639\u0627\u0644\u064a\u0629 \u064a\u0636\u0645\u0646 \u062a\u0642\u062f\u064a\u0645 \u062e\u062f\u0645\u0629 \u0633\u0644\u0633\u0629 \u0648\u0645\u0648\u062b\u0648\u0642\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0647\u0645\u064a\u0629:<\/strong> \u0645\u0646 \u0643\u064a\u0641\u064a\u0629 \u062d\u062c\u0632 \u0645\u0648\u0639\u062f\u060c \u0625\u0644\u0649 \u0648\u0642\u062a \u0627\u0644\u0627\u0646\u062a\u0638\u0627\u0631\u060c \u0648\u0643\u064a\u0641\u064a\u0629 \u0627\u0644\u062a\u0639\u0627\u0645\u0644 \u0645\u0639 \u0627\u0644\u0634\u0643\u0627\u0648\u0649\u060c \u062a\u0624\u062b\u0631 \u062c\u0645\u064a\u0639 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0639\u0644\u0649 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0639\u0645\u064a\u0644. \u062a\u0647\u062f\u0641 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0625\u0644\u0649 \u062a\u062d\u0633\u064a\u0646 \u0647\u0630\u0647 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0644\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0623\u062e\u0637\u0627\u0621 \u0648\u0632\u064a\u0627\u062f\u0629 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Lovelock &amp; Wirtz, 2016).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062f\u0644\u064a\u0644 \u0627\u0644\u0645\u0627\u062f\u064a (Physical Evidence):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0646\u0638\u0631\u064b\u0627 \u0644\u0623\u0646 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u063a\u064a\u0631 \u0645\u0644\u0645\u0648\u0633\u0629\u060c \u064a\u0634\u064a\u0631 \u0627\u0644\u062f\u0644\u064a\u0644 \u0627\u0644\u0645\u0627\u062f\u064a \u0625\u0644\u0649 <strong>\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u0627\u062f\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u064f\u0642\u062f\u0645 \u0641\u064a\u0647\u0627 \u0627\u0644\u062e\u062f\u0645\u0629\u060c \u0648\u0623\u064a \u0639\u0646\u0627\u0635\u0631 \u0645\u0627\u062f\u064a\u0629 \u0645\u0644\u0645\u0648\u0633\u0629 \u062a\u064f\u0642\u062f\u0645 \u0644\u0644\u0639\u0645\u064a\u0644<\/strong> \u0648\u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0645\u0624\u0634\u0631\u064b\u0627 \u0639\u0644\u0649 \u062c\u0648\u062f\u0629 \u0627\u0644\u062e\u062f\u0645\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0647\u0645\u064a\u0629:<\/strong> \u064a\u0634\u0645\u0644 \u0630\u0644\u0643 \u062a\u0635\u0645\u064a\u0645 \u0627\u0644\u0645\u062a\u062c\u0631 \u0623\u0648 \u0627\u0644\u0645\u0643\u062a\u0628\u060c \u0627\u0644\u062f\u064a\u0643\u0648\u0631 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u060c \u0627\u0644\u0632\u064a \u0627\u0644\u0631\u0633\u0645\u064a \u0644\u0644\u0645\u0648\u0638\u0641\u064a\u0646\u060c \u0627\u0644\u0643\u062a\u064a\u0628\u0627\u062a\u060c \u0648\u0627\u0644\u0645\u0648\u0627\u0642\u0639 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629. \u0647\u0630\u0647 \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u062a\u0633\u0627\u0639\u062f \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0639\u0644\u0649 &#8220;\u0631\u0624\u064a\u0629&#8221; \u0627\u0644\u062e\u062f\u0645\u0629 \u0648\u062a\u0643\u0648\u064a\u0646 \u062a\u0635\u0648\u0631 \u0639\u0646 \u062c\u0648\u062f\u062a\u0647\u0627 \u0642\u0628\u0644 \u0648\u0623\u062b\u0646\u0627\u0621 \u0648\u0628\u0639\u062f \u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643 (Bitner, 1992).<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"4-3-\u0623\u0647\u0645\u064a\u0629-\u0627\u0644\u062a\u0622\u0632\u0631-\u0628\u064a\u0646-\u0639\u0646\u0627\u0635\u0631-\u0627\u0644\u0645\u0632\u064a\u062c-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\">4.3 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0622\u0632\u0631 \u0628\u064a\u0646 \u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/h4>\n\n\n\n<p>\u0625\u0646 \u0642\u0648\u0629 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0644\u0627 \u062a\u0643\u0645\u0646 \u0641\u064a \u0639\u0646\u0627\u0635\u0631\u0647 \u0627\u0644\u0641\u0631\u062f\u064a\u0629\u060c \u0628\u0644 \u0641\u064a <strong>\u0627\u0644\u062a\u0622\u0632\u0631 \u0648\u0627\u0644\u062a\u0643\u0627\u0645\u0644 (Synergy and Integration)<\/strong> \u0628\u064a\u0646\u0647\u0627. \u064a\u062c\u0628 \u0623\u0646 \u062a\u0639\u0645\u0644 \u062c\u0645\u064a\u0639 \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0628\u062a\u0646\u0627\u063a\u0645 \u0648\u062a\u0646\u0633\u064a\u0642 \u0644\u062f\u0639\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 (Lauterborn, 1990). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u0627\u0644\u062a\u0645\u0648\u0636\u0639 \u0643\u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u0627\u062e\u0631\u0629 (\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0645\u0646\u062a\u062c \u0648\u0627\u0644\u0633\u0639\u0631)\u060c \u0641\u064a\u062c\u0628 \u0623\u0646 \u062a\u0646\u0639\u0643\u0633 \u0647\u0630\u0647 \u0627\u0644\u0641\u062e\u0627\u0645\u0629 \u0641\u064a \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u062d\u0635\u0631\u064a\u0629 (\u0627\u0644\u0645\u0643\u0627\u0646) \u0648\u0641\u064a \u0627\u0644\u0631\u0633\u0627\u0626\u0644 \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u062c\u0648\u062f\u0629 \u0648\u0627\u0644\u062a\u0641\u0631\u062f (\u0627\u0644\u062a\u0631\u0648\u064a\u062c). \u0623\u064a \u0639\u062f\u0645 \u062a\u0646\u0627\u0633\u0642 \u0642\u062f \u064a\u0631\u0628\u0643 \u0627\u0644\u0639\u0645\u064a\u0644 \u0648\u064a\u0636\u0639\u0641 \u0635\u0648\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629.<\/p>\n\n\n\n<p>\u064a\u064f\u0639\u062f\u0651 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0623\u062f\u0627\u0629 \u062d\u064a\u0648\u064a\u0629 \u0644\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u0644\u062a\u0631\u062c\u0645\u0629 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0625\u0644\u0649 \u0628\u0631\u0627\u0645\u062c \u0639\u0645\u0644 \u0645\u062d\u062f\u062f\u0629\u060c \u0645\u0645\u0627 \u064a\u064f\u0645\u0643\u0651\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0645\u062a\u0633\u0642\u0629 \u0648\u0645\u0624\u062b\u0631\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u064a\u0646 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-\u0623\u062f\u0648\u0627\u0631-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0648\u0648\u0638\u0627\u0626\u0641\u0647-\u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629-\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629-\u0627\u0644\u0645\u0634\u0647\u062f-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\">5. \u0623\u062f\u0648\u0627\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0648\u0638\u0627\u0626\u0641\u0647 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629: \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u0627\u0644\u0645\u0634\u0647\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a <\/h3>\n\n\n\n<p>\u062a\u062c\u0627\u0648\u0632\u062a \u0623\u062f\u0648\u0627\u0631 \u0648\u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u062c\u0631\u062f \u0643\u0648\u0646\u0647 &#8220;\u0642\u0633\u0645\u064b\u0627&#8221; \u064a\u0628\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a. \u0644\u0642\u062f \u0623\u0635\u0628\u062d \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u064a\u0648\u0645 \u062c\u0632\u0621\u064b\u0627 \u0644\u0627 \u064a\u062a\u062c\u0632\u0623 \u0645\u0646 \u0627\u0644\u0646\u0633\u064a\u062c \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u064a\u062a\u0643\u064a\u0641 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0645\u0639 \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u062a\u063a\u064a\u0631\u0627\u062a \u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u062a\u062a\u0636\u0645\u0646 \u0627\u0644\u0623\u062f\u0648\u0627\u0631 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0632\u064a\u062c\u064b\u0627 \u0645\u0646 \u0627\u0644\u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0648\u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0627\u0644\u062a\u064a \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a\u060c \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a\u060c \u0648\u0627\u0644\u0642\u064a\u0645\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"5-1-\u0648\u0638\u0627\u0626\u0641-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629\">5.1 \u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629<\/h4>\n\n\n\n<p>\u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629\u060c \u062a\u0642\u0648\u0645 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0628\u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u064f\u0634\u0643\u0644 \u0627\u0644\u0639\u0645\u0648\u062f \u0627\u0644\u0641\u0642\u0631\u064a \u0644\u0623\u064a \u062c\u0647\u062f \u062a\u0633\u0648\u064a\u0642\u064a \u0641\u0639\u0627\u0644 (Kotler &amp; Keller, 2016):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0628\u062d\u062b \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (Marketing Research):<\/strong> \u062a\u064f\u0639\u062f \u0647\u0630\u0647 \u0627\u0644\u0648\u0638\u064a\u0641\u0629 \u062d\u062c\u0631 \u0627\u0644\u0632\u0627\u0648\u064a\u0629 \u0641\u064a \u0641\u0647\u0645 \u0627\u0644\u0633\u0648\u0642. \u062a\u062a\u0636\u0645\u0646 \u062c\u0645\u0639\u060c \u062a\u062d\u0644\u064a\u0644\u060c \u0648\u062a\u0641\u0633\u064a\u0631 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0648\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0643\u0643\u0644. \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0631\u0624\u0649 \u0642\u064a\u0645\u0629 \u062a\u0648\u062c\u0647 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\u060c \u0645\u062b\u0644 \u062a\u062d\u062f\u064a\u062f \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u062a\u0642\u064a\u064a\u0645 \u062d\u062c\u0645 \u0627\u0644\u0633\u0648\u0642\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062d\u0645\u0644\u0627\u062a (Malhotra, 2019).<\/li>\n\n\n\n<li><strong>\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (Product Development):<\/strong> \u0644\u0627 \u064a\u0642\u062a\u0635\u0631 \u062f\u0648\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0646\u0627 \u0639\u0644\u0649 \u0645\u062c\u0631\u062f \u062a\u0635\u0645\u064a\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0628\u0644 \u064a\u0645\u062a\u062f \u0644\u064a\u0634\u0645\u0644 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0623\u0648 \u062a\u062d\u0633\u064a\u0646\u0627\u062a \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0631\u0624\u0649 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0633\u0648\u0642. \u064a\u062a\u0636\u0645\u0646 \u0630\u0644\u0643 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u064a\u0632\u0627\u062a\u060c \u0627\u0644\u062a\u0635\u0645\u064a\u0645\u060c \u0627\u0644\u062a\u0639\u0628\u0626\u0629\u060c \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0645\u0635\u0627\u062d\u0628\u0629 \u0627\u0644\u062a\u064a \u062a\u0632\u064a\u062f \u0645\u0646 \u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0646\u062a\u062c \u0644\u0644\u0639\u0645\u064a\u0644 (Crawford &amp; Di Benedetto, 2015).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0639\u064a\u0631 (Pricing):<\/strong> \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u062a\u0643\u062a\u064a\u0643\u0627\u062a \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0633\u0639\u0631 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0629. \u064a\u062a\u0637\u0644\u0628 \u0647\u0630\u0627 \u0641\u0647\u0645\u064b\u0627 \u0639\u0645\u064a\u0642\u064b\u0627 \u0644\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u062f\u0631\u0643\u0629 \u0644\u0644\u0645\u0646\u062a\u062c \u0645\u0646 \u0642\u0628\u0644 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u060c \u0648\u062f\u0631\u0627\u0633\u0629 \u0623\u0633\u0639\u0627\u0631 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u062a\u062d\u062f\u064a\u062f \u0633\u0639\u0631 \u064a\u062d\u0642\u0642 \u0623\u0642\u0635\u0649 \u0631\u0628\u062d\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0645\u0639 \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0642\u064a\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 (Nagle &amp; Hogan, 2006).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0648\u0632\u064a\u0639 (Distribution\/Place):<\/strong> \u062a\u062a\u0636\u0645\u0646 \u0647\u0630\u0647 \u0627\u0644\u0648\u0638\u064a\u0641\u0629 \u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u064a \u062a\u0636\u0645\u0646 \u062a\u0648\u0641\u0631 \u0627\u0644\u0645\u0646\u062a\u062c \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0641\u064a \u0627\u0644\u0645\u0643\u0627\u0646 \u0648\u0627\u0644\u0632\u0645\u0627\u0646 \u0627\u0644\u0645\u0646\u0627\u0633\u0628\u064a\u0646. \u064a\u0634\u0645\u0644 \u0630\u0644\u0643 \u0625\u062f\u0627\u0631\u0629 \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639\u060c \u062a\u062d\u062f\u064a\u062f \u0645\u0648\u0627\u0642\u0639 \u0627\u0644\u0628\u064a\u0639\u060c \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0632\u0648\u0646\u060c \u0648\u0627\u0644\u0644\u0648\u062c\u0633\u062a\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0636\u0645\u0646 \u062a\u062f\u0641\u0642 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0643\u0641\u0627\u0621\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c \u0625\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 (Coughlan et al., 2006).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0631\u0648\u064a\u062c (Promotion):<\/strong> \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u064a\u0646 \u0644\u0625\u0628\u0644\u0627\u063a\u0647\u0645\u060c \u0625\u0642\u0646\u0627\u0639\u0647\u0645\u060c \u0648\u062a\u0630\u0643\u064a\u0631\u0647\u0645 \u0628\u0627\u0644\u0645\u0646\u062a\u062c \u0648\u0642\u064a\u0645\u062a\u0647. \u064a\u062a\u0636\u0645\u0646 \u0647\u0630\u0627 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u064a \u0627\u0644\u0648\u0627\u0633\u0639 \u0645\u0646 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u060c \u0627\u0644\u0628\u064a\u0639 \u0627\u0644\u0634\u062e\u0635\u064a\u060c \u062a\u0631\u0648\u064a\u062c \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a\u060c \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629\u060c \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0628\u0627\u0634\u0631. \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u0628\u0646\u0627\u0621 \u0627\u0644\u0648\u0639\u064a\u060c \u062e\u0644\u0642 \u0627\u0644\u0627\u0647\u062a\u0645\u0627\u0645\u060c \u0648\u062a\u062d\u0641\u064a\u0632 \u0627\u0644\u0634\u0631\u0627\u0621 (Shimp &amp; Andrews, 2013).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a (Sales):<\/strong> \u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u0628\u064a\u0639\u060c \u0625\u0644\u0627 \u0623\u0646 \u0648\u0638\u064a\u0641\u0629 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u062a\u0638\u0644 \u062d\u0627\u0633\u0645\u0629 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u062a\u062a\u0636\u0645\u0646 \u0625\u062f\u0627\u0631\u0629 \u0641\u0631\u064a\u0642 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a\u060c \u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646 \u0648\u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646\u060c \u0648\u0625\u062a\u0645\u0627\u0645 \u0627\u0644\u0635\u0641\u0642\u0627\u062a (Ingram et al., 2015).<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"5-2-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0631\u0642\u0645\u064a-digital-marketing\">5.2 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0631\u0642\u0645\u064a (Digital Marketing)<\/h4>\n\n\n\n<p>\u0644\u0642\u062f \u0623\u062d\u062f\u062b\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u062b\u0648\u0631\u0629 \u0641\u064a \u0645\u0634\u0647\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0645\u0645\u0627 \u0623\u062f\u0649 \u0625\u0644\u0649 \u0638\u0647\u0648\u0631 <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0631\u0642\u0645\u064a (Digital Marketing)<\/strong> \u0643\u0645\u062c\u0627\u0644 \u0644\u0627 \u063a\u0646\u0649 \u0639\u0646\u0647 (Chaffey &amp; Ellis-Chadwick, 2019). \u064a\u0639\u0643\u0633 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0648\u0644 \u0643\u064a\u0641\u064a\u0629 \u062a\u0641\u0627\u0639\u0644 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0645\u0639 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0643\u064a\u0641 \u062a\u062c\u0645\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u062a\u0633\u062a\u062e\u062f\u0645\u0647\u0627:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0639\u0644\u0649 \u0627\u0644\u062a\u0633\u0648\u064a\u0642:<\/strong> \u0623\u062f\u062a \u0627\u0644\u0625\u0646\u062a\u0631\u0646\u062a \u0648\u0648\u0633\u0627\u0626\u0644 \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a \u0648\u0627\u0644\u0623\u062c\u0647\u0632\u0629 \u0627\u0644\u0645\u062d\u0645\u0648\u0644\u0629 \u0625\u0644\u0649 \u062a\u063a\u064a\u064a\u0631 \u062c\u0630\u0631\u064a \u0641\u064a \u0643\u064a\u0641\u064a\u0629 \u062a\u0648\u0627\u0635\u0644 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0639 \u0639\u0645\u0644\u0627\u0626\u0647\u0627. \u0623\u0635\u0628\u062d \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0623\u0643\u062b\u0631 \u0642\u0648\u0629\u060c \u062d\u064a\u062b \u064a\u0645\u0643\u0646\u0647\u0645 \u0627\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u0649 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0628\u0633\u0647\u0648\u0644\u0629\u060c \u0648\u0645\u0642\u0627\u0631\u0646\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0648\u0645\u0634\u0627\u0631\u0643\u0629 \u062a\u062c\u0627\u0631\u0628\u0647\u0645 \u0628\u0634\u0643\u0644 \u0641\u0648\u0631\u064a.<\/li>\n\n\n\n<li><strong>\u0623\u062f\u0648\u0627\u062a \u0648\u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0631\u0642\u0645\u064a:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0628\u0631 \u0648\u0633\u0627\u0626\u0644 \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a (Social Media Marketing):<\/strong> \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0646\u0635\u0627\u062a \u0645\u062b\u0644 \u0641\u064a\u0633\u0628\u0648\u0643\u060c \u0625\u0646\u0633\u062a\u063a\u0631\u0627\u0645\u060c \u0648\u0644\u064a\u0646\u0643\u062f \u0625\u0646 \u0644\u0628\u0646\u0627\u0621 \u0627\u0644\u0645\u062c\u062a\u0645\u0639\u0627\u062a\u060c \u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0628\u0646\u0627\u0621 \u0627\u0644\u0648\u0639\u064a \u0628\u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u062a\u062d\u0633\u064a\u0646 \u0645\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0628\u062d\u062b (Search Engine Optimization &#8211; SEO):<\/strong> \u062a\u062d\u0633\u064a\u0646 \u062a\u0648\u0627\u062c\u062f \u0645\u0648\u0642\u0639 \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0646\u062a\u0627\u0626\u062c \u0645\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0628\u062d\u062b \u0644\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0632\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u0639\u0636\u0648\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0628\u0627\u0644\u0645\u062d\u062a\u0648\u0649 (Content Marketing):<\/strong> \u0625\u0646\u0634\u0627\u0621 \u0648\u062a\u0648\u0632\u064a\u0639 \u0645\u062d\u062a\u0648\u0649 \u0642\u064a\u0645 \u0648\u0645\u0644\u0627\u0626\u0645 \u0648\u0645\u062a\u0633\u0642 \u0644\u062c\u0630\u0628 \u0648\u0627\u0643\u062a\u0633\u0627\u0628 \u062c\u0645\u0647\u0648\u0631 \u0645\u062d\u062f\u062f \u0628\u0648\u0636\u0648\u062d &#8211; \u0628\u0647\u062f\u0641 \u062f\u0641\u0639 \u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u0631\u0628\u062d\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0628\u0631 \u0627\u0644\u0628\u0631\u064a\u062f \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a (Email Marketing):<\/strong> \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646 \u0648\u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0625\u0631\u0633\u0627\u0644 \u0631\u0633\u0627\u0626\u0644 \u0628\u0631\u064a\u062f \u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a \u0645\u062e\u0635\u0635\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0628\u0631 \u0645\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0628\u062d\u062b (Search Engine Marketing &#8211; SEM) \u0648\u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0627\u0644\u0645\u062f\u0641\u0648\u0639 (Paid Advertising):<\/strong> \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u062f\u0641\u0648\u0639\u0629 \u0639\u0644\u0649 \u0645\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0628\u062d\u062b \u0648\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a \u0644\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u0649 \u062c\u0645\u0627\u0647\u064a\u0631 \u0645\u062d\u062f\u062f\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u062d\u0648\u0644 \u0648\u0627\u0644\u062a\u0643\u0627\u0645\u0644:<\/strong> \u0644\u0645 \u064a\u062d\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0631\u0642\u0645\u064a \u0645\u062d\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a \u0628\u0627\u0644\u0643\u0627\u0645\u0644\u060c \u0628\u0644 \u0623\u062f\u0649 \u0625\u0644\u0649 <strong>\u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u0623\u062f\u0648\u0627\u062a (Integrated Marketing Communications &#8211; IMC)<\/strong>\u060c \u062d\u064a\u062b \u062a\u0639\u0645\u0644 \u0627\u0644\u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0648\u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0645\u0639\u064b\u0627 \u0644\u062e\u0644\u0642 \u062a\u062c\u0631\u0628\u0629 \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0645\u062a\u0633\u0642\u0629 \u0648\u0645\u0624\u062b\u0631\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 (Percy, 2008). \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0648\u0644 \u064a\u062a\u0637\u0644\u0628 \u0645\u0646 \u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u0623\u0646 \u064a\u0643\u0648\u0646\u0648\u0627 \u0639\u0644\u0649 \u062f\u0631\u0627\u064a\u0629 \u0628\u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0648\u0639\u0644\u0648\u0645 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"5-3-\u0625\u062f\u0627\u0631\u0629-\u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a-\u0645\u0639-\u0627\u0644\u0639\u0645\u0644\u0627\u0621-customer-relationship-management-crm\">5.3 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Customer Relationship Management &#8211; CRM)<\/h4>\n\n\n\n<p>\u0641\u064a \u0628\u064a\u0626\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u064a\u0648\u0645\u060c \u0644\u0645 \u064a\u0639\u062f \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0645\u0639\u0627\u0645\u0644\u0627\u062a \u0627\u0644\u0641\u0631\u062f\u064a\u0629 \u0643\u0627\u0641\u064a\u064b\u0627. \u0623\u0635\u0628\u062d\u062a <strong>\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Customer Relationship Management &#8211; CRM)<\/strong> \u0646\u0647\u062c\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0628\u0646\u0627\u0621\u060c \u0648\u062a\u0637\u0648\u064a\u0631\u060c \u0648\u0635\u064a\u0627\u0646\u0629 \u0639\u0644\u0627\u0642\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f \u0648\u0645\u0631\u0628\u062d\u0629 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Payne, 2012).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f:<\/strong> \u064a\u062a\u062c\u0627\u0648\u0632 CRM \u0645\u062c\u0631\u062f \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u064a\u0635\u0628\u062d \u0641\u0644\u0633\u0641\u0629 \u0639\u0645\u0644 \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0641\u0647\u0645 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0641\u0631\u062f\u064a\u0629\u060c \u0648\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0639\u0631\u0648\u0636\u060c \u0648\u062a\u0642\u062f\u064a\u0645 \u062e\u062f\u0645\u0629 \u0639\u0645\u0644\u0627\u0621 \u0645\u0645\u062a\u0627\u0632\u0629 \u0644\u0628\u0646\u0627\u0621 \u0627\u0644\u0648\u0644\u0627\u0621 \u0648\u0627\u0644\u062b\u0642\u0629. \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u0645\u0634\u062a\u0631\u064a\u0646 \u0644\u0645\u0631\u0629 \u0648\u0627\u062d\u062f\u0629 \u0625\u0644\u0649 \u0639\u0645\u0644\u0627\u0621 \u0645\u062e\u0644\u0635\u064a\u0646 \u0644\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0623\u0647\u0645\u064a\u0629 \u0642\u064a\u0645\u0629 \u0639\u0645\u0631 \u0627\u0644\u0639\u0645\u064a\u0644 (Customer Lifetime Value &#8211; CLTV):<\/strong> \u064a\u064f\u0639\u062f\u0651 CLTV \u0645\u0642\u064a\u0627\u0633\u064b\u0627 \u062d\u0627\u0633\u0645\u064b\u0627 \u0641\u064a CRM. \u064a\u0645\u062b\u0644 \u0647\u0630\u0627 \u0627\u0644\u0645\u0642\u064a\u0627\u0633 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0625\u062c\u0645\u0627\u0644\u064a\u0629 \u0644\u0644\u0625\u064a\u0631\u0627\u062f\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u062a\u0648\u0642\u0639 \u0623\u0646 \u064a\u062c\u0644\u0628\u0647\u0627 \u0627\u0644\u0639\u0645\u064a\u0644 \u0644\u0644\u0634\u0631\u0643\u0629 \u0637\u0648\u0627\u0644 \u0641\u062a\u0631\u0629 \u0639\u0644\u0627\u0642\u062a\u0647 \u0628\u0647\u0627 (Berger &amp; Nasr, 1998). \u0641\u0647\u0645 CLTV \u064a\u062f\u0641\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0625\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0642\u0648\u064a\u0629 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u0631\u0628\u062d\u064a\u0646\u060c \u062d\u064a\u062b \u0623\u0646 \u0627\u0644\u0627\u062d\u062a\u0641\u0627\u0638 \u0628\u0627\u0644\u0639\u0645\u064a\u0644 \u0627\u0644\u062d\u0627\u0644\u064a \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u064a\u0643\u0648\u0646 \u0623\u0642\u0644 \u062a\u0643\u0644\u0641\u0629 \u0645\u0646 \u062c\u0630\u0628 \u0639\u0645\u064a\u0644 \u062c\u062f\u064a\u062f. \u062a\u0639\u0643\u0633 \u062c\u0647\u0648\u062f CRM \u062a\u062d\u0648\u0644\u064b\u0627 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0646 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 &#8220;\u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0639\u0645\u0644\u0627\u0621 \u062c\u062f\u062f&#8221; \u0625\u0644\u0649 &#8220;\u0627\u0644\u0627\u062d\u062a\u0641\u0627\u0638 \u0628\u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u0646\u0645\u064a\u062a\u0647\u0645&#8221;.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"5-4-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0645\u0646-\u0645\u0646\u0638\u0648\u0631-\u0627\u0644\u0642\u064a\u0645\u0629-value-based-marketing\">5.4 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0646 \u0645\u0646\u0638\u0648\u0631 \u0627\u0644\u0642\u064a\u0645\u0629 (Value-based Marketing)<\/h4>\n\n\n\n<p>\u064a\u064f\u0645\u062b\u0644 <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0646 \u0645\u0646\u0638\u0648\u0631 \u0627\u0644\u0642\u064a\u0645\u0629 (Value-based Marketing)<\/strong> \u0623\u062d\u062f\u062b \u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0641\u0644\u0633\u0641\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0636\u0639 <strong>\u062a\u0642\u062f\u064a\u0645 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u062a\u0641\u0648\u0642\u0629 \u0644\u0644\u0639\u0645\u064a\u0644<\/strong> \u0641\u064a \u0635\u0645\u064a\u0645 \u0643\u0644 \u0642\u0631\u0627\u0631 \u062a\u0633\u0648\u064a\u0642\u064a (Sheth et al., 2011). \u064a\u062a\u062c\u0627\u0648\u0632 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u0647 \u0645\u062c\u0631\u062f \u062a\u0644\u0628\u064a\u0629 \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0627\u0644\u0631\u063a\u0628\u0627\u062a \u0644\u064a\u0634\u0645\u0644 \u062a\u0642\u062f\u064a\u0645 \u062a\u062c\u0631\u0628\u0629 \u0634\u0627\u0645\u0644\u0629 \u064a\u0634\u0639\u0631 \u0645\u0646 \u062e\u0644\u0627\u0644\u0647\u0627 \u0627\u0644\u0639\u0645\u064a\u0644 \u0628\u0623\u0646\u0647 \u062d\u0635\u0644 \u0639\u0644\u0649 \u0642\u064a\u0645\u0629 \u0623\u0643\u0628\u0631 \u0645\u0645\u0627 \u062f\u0641\u0639\u0647.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0645\u062a\u0641\u0648\u0642\u0629:<\/strong> \u0644\u0627 \u064a\u0642\u062a\u0635\u0631 \u0627\u0644\u0623\u0645\u0631 \u0639\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u0645\u0646\u062a\u062c \u0639\u0627\u0644\u064a \u0627\u0644\u062c\u0648\u062f\u0629\u060c \u0628\u0644 \u064a\u0634\u0645\u0644 \u0623\u064a\u0636\u064b\u0627 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0634\u0631\u0627\u0621 \u0627\u0644\u0633\u0644\u0633\u0629\u060c \u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u0645\u062a\u0627\u0632\u0629\u060c \u0627\u0644\u062f\u0639\u0645 \u0628\u0639\u062f \u0627\u0644\u0628\u064a\u0639\u060c \u0648\u062d\u062a\u0649 \u0627\u0644\u0634\u0639\u0648\u0631 \u0628\u0627\u0644\u0627\u0646\u062a\u0645\u0627\u0621 \u0625\u0644\u0649 \u0645\u062c\u062a\u0645\u0639 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629. \u0627\u0644\u0642\u064a\u0645\u0629 \u0647\u064a \u0645\u0627 \u064a\u062d\u0635\u0644 \u0639\u0644\u064a\u0647 \u0627\u0644\u0639\u0645\u064a\u0644 \u0645\u0642\u0627\u0628\u0644 \u0645\u0627 \u064a\u062f\u0641\u0639\u0647\u060c \u0648\u0644\u064a\u0633 \u0641\u0642\u0637 \u0627\u0644\u0633\u0639\u0631.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u062f\u0631\u0643\u0629 \u0644\u0644\u0639\u0645\u064a\u0644 (Perceived Customer Value):<\/strong> \u0647\u064a \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0639\u0645\u064a\u0644 \u0644\u062c\u0645\u064a\u0639 \u0627\u0644\u0641\u0648\u0627\u0626\u062f \u0648\u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0627\u0644\u0639\u0631\u0636 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0645\u0642\u0627\u0631\u0646\u0629 \u0628\u0627\u0644\u0628\u062f\u0627\u0626\u0644. \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0647\u0630\u0647 \u0627\u0644\u0642\u064a\u0645\u0629 \u0648\u0638\u064a\u0641\u064a\u0629 (\u0645\u062b\u0644 \u0627\u0644\u0623\u062f\u0627\u0621)\u060c \u0639\u0627\u0637\u0641\u064a\u0629 (\u0645\u062b\u0644 \u0627\u0644\u0641\u062e\u0631)\u060c \u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 (\u0645\u062b\u0644 \u0627\u0644\u0645\u0643\u0627\u0646\u0629)\u060c \u0623\u0648 \u062d\u062a\u0649 \u0623\u062e\u0644\u0627\u0642\u064a\u0629 (\u0645\u062b\u0644 \u062f\u0639\u0645 \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629). \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0645\u062a\u0639\u062f\u062f\u0629 \u0644\u0644\u0642\u064a\u0645\u0629 \u0648\u0625\u0646\u0634\u0627\u0621 \u0639\u0631\u0648\u0636 \u062a\u0632\u064a\u062f \u0645\u0646 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u062f\u0631\u0643\u0629 (Zeithaml, 1988).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0633\u0627\u0647\u0645\u0629 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0646\u0638\u0645\u0629:<\/strong> \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0642\u064a\u0645\u0629\u060c \u0644\u0627 \u064a\u0647\u062f\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u0642\u0637 \u0625\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0628\u0644 \u064a\u0633\u0647\u0645 \u0623\u064a\u0636\u064b\u0627 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0645\u062b\u0644 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0623\u0631\u0628\u0627\u062d\u060c \u0646\u0645\u0648 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629\u060c \u0648\u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0642\u0648\u064a\u0629 \u0648\u0645\u0633\u062a\u062f\u0627\u0645\u0629. \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0648\u062c\u0647 \u0628\u0627\u0644\u0642\u064a\u0645\u0629 \u064a\u062e\u0644\u0642 \u062f\u0627\u0626\u0631\u0629 \u0641\u0627\u0636\u0644\u0629 \u062d\u064a\u062b \u064a\u0624\u062f\u064a \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0625\u0644\u0649 \u0648\u0644\u0627\u0621 \u0623\u0643\u0628\u0631\u060c \u0645\u0645\u0627 \u064a\u062f\u0641\u0639 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0627\u0644\u064a \u0644\u0644\u0634\u0631\u0643\u0629.<\/li>\n<\/ul>\n\n\n\n<p>\u062a\u064f\u0634\u064a\u0631 \u0647\u0630\u0647 \u0627\u0644\u062a\u0648\u062c\u0647\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0639\u0627\u0635\u0631 \u0647\u0648 \u0645\u062c\u0627\u0644 \u0645\u062a\u0639\u062f\u062f \u0627\u0644\u0623\u0648\u062c\u0647\u060c \u064a\u062a\u0637\u0644\u0628 \u0641\u0647\u0645\u064b\u0627 \u0639\u0645\u064a\u0642\u064b\u0627 \u0644\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627\u060c \u0627\u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u0628\u0634\u0631\u064a\u060c \u0648\u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a\u060c \u0643\u0644 \u0630\u0644\u0643 \u0641\u064a \u0625\u0637\u0627\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u064a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062e\u0644\u0642 \u0642\u064a\u0645\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062c\u0630\u0648\u0631-\u0627\u0644\u0644\u063a\u0648\u064a\u0629-\u0627\u0644\u062a\u0637\u0648\u0631-\u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a-\u0648\u0627\u0644\u0641\u0647\u0645-\u0627\u0644\u0645\u0639\u0627\u0635\u0631\">\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629: \u0627\u0644\u062c\u0630\u0648\u0631 \u0627\u0644\u0644\u063a\u0648\u064a\u0629\u060c \u0627\u0644\u062a\u0637\u0648\u0631 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u060c \u0648\u0627\u0644\u0641\u0647\u0645 \u0627\u0644\u0645\u0639\u0627\u0635\u0631<\/h2>\n\n\n\n<p>\u0644\u0641\u0647\u0645 \u062c\u0648\u0647\u0631 <strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong> \u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629\u060c \u0644\u0627 \u0628\u062f \u0645\u0646 \u0627\u0644\u0639\u0648\u062f\u0629 \u0625\u0644\u0649 \u062c\u0630\u0648\u0631\u0647\u0627 \u0627\u0644\u0644\u063a\u0648\u064a\u0629 \u0648\u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u0629. \u0644\u0645 \u062a\u0638\u0647\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0645\u0641\u0647\u0648\u0645 \u0625\u062f\u0627\u0631\u064a \u0645\u0639\u0627\u0635\u0631 \u0628\u0634\u0643\u0644 \u0645\u0641\u0627\u062c\u0626\u060c \u0628\u0644 \u062a\u0637\u0648\u0631\u062a \u0639\u0628\u0631 \u0622\u0644\u0627\u0641 \u0627\u0644\u0633\u0646\u064a\u0646\u060c \u0645\u0633\u062a\u0645\u062f\u0629 \u062f\u0631\u0648\u0633\u0647\u0627 \u0645\u0646 \u0641\u0646\u0648\u0646 \u0627\u0644\u062d\u0631\u0628 \u0648\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0639\u0633\u0643\u0631\u064a. \u0647\u0630\u0627 \u0627\u0644\u062a\u0637\u0648\u0631 \u064a\u064f\u0628\u0631\u0632 \u0623\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u064a\u0633\u062a \u0645\u062c\u0631\u062f \u062e\u0637\u0629\u060c \u0628\u0644 \u0647\u064a <strong>\u0637\u0631\u064a\u0642\u0629 \u062a\u0641\u0643\u064a\u0631<\/strong> \u062a\u062a\u0636\u0645\u0646 \u062a\u062d\u0644\u064a\u0644\u0627\u064b \u0639\u0645\u064a\u0642\u064b\u0627\u060c \u0645\u0631\u0648\u0646\u0629\u060c \u0648\u0625\u0628\u062f\u0627\u0639\u064b\u0627 \u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0641\u064a \u0628\u064a\u0626\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Chandler, 1962; Mintzberg et al., 2003).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u0641\u0647\u0645-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062c\u0630\u0648\u0631-\u0627\u0644\u0644\u063a\u0648\u064a\u0629-\u0648\u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629-\u0648\u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u0629\">1. \u0641\u0647\u0645 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629: \u0627\u0644\u062c\u0630\u0648\u0631 \u0627\u0644\u0644\u063a\u0648\u064a\u0629 \u0648\u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629 \u0648\u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u0629<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-1-\u0645\u0639\u0646\u0649-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0641\u064a-\u0627\u0644\u0644\u063a\u0629\">1.1 \u0645\u0639\u0646\u0649 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0644\u063a\u0629<\/h4>\n\n\n\n<p>\u062a\u064f\u0634\u062a\u0642 \u0643\u0644\u0645\u0629 &#8220;\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629&#8221; \u0645\u0646 \u0627\u0644\u0644\u063a\u0629 \u0627\u0644\u064a\u0648\u0646\u0627\u0646\u064a\u0629 \u0627\u0644\u0642\u062f\u064a\u0645\u0629\u060c \u0645\u0645\u0627 \u064a\u0631\u0628\u0637\u0647\u0627 \u0645\u0628\u0627\u0634\u0631\u0629\u064b \u0628\u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0623\u0635\u0644 \u0627\u0644\u0643\u0644\u0645\u0629:<\/strong> \u062a\u062a\u0623\u0644\u0641 \u0627\u0644\u0643\u0644\u0645\u0629 \u0627\u0644\u064a\u0648\u0646\u0627\u0646\u064a\u0629 <strong>&#8220;Strategos&#8221; (\u03a3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03cc\u03c2)<\/strong> \u0645\u0646 \u0645\u0642\u0637\u0639\u064a\u0646 (Von Clausewitz, 1832):\n<ul class=\"wp-block-list\">\n<li><strong>&#8220;Stratos&#8221; (\u03a3\u03c4\u03c1\u03b1\u03c4\u03cc\u03c2):<\/strong> \u0648\u062a\u0639\u0646\u064a <strong>\u0627\u0644\u062c\u064a\u0634<\/strong> \u0623\u0648 \u0627\u0644\u062d\u0634\u0648\u062f.<\/li>\n\n\n\n<li><strong>&#8220;Agein&#8221; (\u1f04\u03b3\u03b5\u03b9\u03bd):<\/strong> \u0648\u062a\u0639\u0646\u064a <strong>\u0627\u0644\u0642\u064a\u0627\u062f\u0629<\/strong> \u0623\u0648 \u0627\u0644\u062a\u0648\u062c\u064a\u0647 \u0623\u0648 \u0641\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0639\u0646\u0649 \u0627\u0644\u062d\u0631\u0641\u064a:<\/strong> \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u064a\u0647\u060c \u062a\u064f\u062a\u0631\u062c\u0645 &#8220;Strategos&#8221; \u062d\u0631\u0641\u064a\u064b\u0627 \u0625\u0644\u0649 <strong>&#8220;\u0642\u0627\u0626\u062f \u0627\u0644\u062c\u064a\u0634&#8221;<\/strong> \u0623\u0648 <strong>&#8220;\u0641\u0646 \u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062c\u064a\u0634&#8221;<\/strong>. \u0647\u0630\u0627 \u064a\u0639\u0643\u0633 \u0623\u0646 \u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0623\u0635\u0644\u064a \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0627\u0646 \u064a\u062f\u0648\u0631 \u062d\u0648\u0644 \u0643\u064a\u0641\u064a\u0629 \u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0642\u0648\u0627\u062a \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u0635\u0631 \u0641\u064a \u0627\u0644\u0645\u0639\u0631\u0643\u0629.<\/li>\n<\/ul>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u0644\u063a\u0629 \u0627\u0644\u0639\u0631\u0628\u064a\u0629\u060c \u062a\u064f\u0633\u062a\u062e\u062f\u0645 \u0643\u0644\u0645\u0629 &#8220;\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629&#8221; \u0643\u062a\u0639\u0631\u064a\u0628 \u0644\u0644\u0645\u0635\u0637\u0644\u062d \u0627\u0644\u0623\u062c\u0646\u0628\u064a &#8220;Strategy&#8221; \u0648\u0644\u0645 \u062a\u0643\u0646 \u062c\u0632\u0621\u064b\u0627 \u0645\u0646 \u0627\u0644\u0645\u0639\u062c\u0645 \u0627\u0644\u0639\u0631\u0628\u064a \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a \u0628\u0646\u0641\u0633 \u0627\u0644\u0645\u0639\u0646\u0649\u060c \u0628\u0644 \u062f\u062e\u0644\u062a \u0636\u0645\u0646 \u0627\u0644\u062a\u0631\u062c\u0645\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0644\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629 \u0648\u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0627\u0644\u062a\u064a \u0627\u0633\u062a\u0648\u0639\u0628\u062a\u0647\u0627 \u0627\u0644\u0644\u063a\u0627\u062a \u0627\u0644\u0623\u062e\u0631\u0649 (Al-Khafaji, 2008).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-2-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0641\u064a-\u0627\u0644\u0639\u0635\u0648\u0631-\u0627\u0644\u0642\u062f\u064a\u0645\u0629-\u0627\u0644\u0633\u064a\u0627\u0642-\u0627\u0644\u0639\u0633\u0643\u0631\u064a\">1.2 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0639\u0635\u0648\u0631 \u0627\u0644\u0642\u062f\u064a\u0645\u0629 \u2013 \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0639\u0633\u0643\u0631\u064a<\/h4>\n\n\n\n<p>\u062a\u064f\u0634\u0643\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0639\u0633\u0643\u0631\u064a \u0627\u0644\u0642\u062f\u064a\u0645 \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0641\u0643\u0631\u064a \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629. \u0644\u0642\u062f \u0633\u0639\u0649 \u0627\u0644\u0642\u0627\u062f\u0629 \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0648\u0646 \u0639\u0628\u0631 \u0627\u0644\u062a\u0627\u0631\u064a\u062e \u0625\u0644\u0649 \u0641\u0647\u0645 \u0643\u064a\u0641\u064a\u0629 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0641\u0648\u0642 \u0641\u064a \u0627\u0644\u0638\u0631\u0648\u0641 \u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0644\u0644\u0645\u0639\u0627\u0631\u0643.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0623. \u0627\u0644\u0635\u064a\u0646 \u2013 \u0635\u0646 \u062a\u0632\u0648: \u0641\u0646 \u0627\u0644\u062d\u0631\u0628 (The Art of War)<\/strong> \u064a\u064f\u0639\u062f \u0643\u062a\u0627\u0628 <strong>&#8220;\u0641\u0646 \u0627\u0644\u062d\u0631\u0628&#8221; (The Art of War)<\/strong>\u060c \u0627\u0644\u0645\u0646\u0633\u0648\u0628 \u0644\u0644\u0642\u0627\u0626\u062f \u0627\u0644\u0635\u064a\u0646\u064a <strong>\u0635\u0646 \u062a\u0632\u0648 (Sun Tzu)<\/strong> \u0648\u0627\u0644\u0630\u064a \u0643\u064f\u062a\u0628 \u062d\u0648\u0627\u0644\u064a \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u062e\u0627\u0645\u0633 \u0642\u0628\u0644 \u0627\u0644\u0645\u064a\u0644\u0627\u062f\u060c \u0623\u062d\u062f \u0623\u0642\u062f\u0645 \u0648\u0623\u0634\u0647\u0631 \u0627\u0644\u0646\u0635\u0648\u0635 \u0627\u0644\u062a\u064a \u062a\u062a\u0646\u0627\u0648\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629. \u0644\u0627 \u064a\u0632\u0627\u0644 \u064a\u064f\u062f\u0631\u0633 \u0647\u0630\u0627 \u0627\u0644\u0639\u0645\u0644 \u062d\u062a\u0649 \u0627\u0644\u064a\u0648\u0645 \u0641\u064a \u0627\u0644\u0623\u0648\u0633\u0627\u0637 \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629 \u0648\u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629.\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632:<\/strong> \u064a\u0631\u0643\u0632 \u0635\u0646 \u062a\u0632\u0648 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 <strong>\u0627\u0644\u0645\u0639\u0631\u0641\u0629 \u0627\u0644\u0639\u0645\u064a\u0642\u0629 \u0628\u0627\u0644\u0630\u0627\u062a \u0648\u0628\u0627\u0644\u062e\u0635\u0645<\/strong>\u060c \u0627\u0633\u062a\u062e\u062f\u0627\u0645 <strong>\u0627\u0644\u062e\u062f\u0627\u0639 \u0648\u0627\u0644\u0645\u0641\u0627\u062c\u0623\u0629<\/strong>\u060c \u0648<strong>\u0627\u0644\u0627\u0646\u062a\u0635\u0627\u0631 \u0628\u0623\u0642\u0644 \u0642\u062f\u0631 \u0645\u0646 \u0627\u0644\u062e\u0633\u0627\u0626\u0631<\/strong>\u060c \u0623\u0648 \u062d\u062a\u0649 <strong>\u0627\u0644\u0627\u0646\u062a\u0635\u0627\u0631 \u062f\u0648\u0646 \u062e\u0648\u0636 \u0645\u0639\u0631\u0643\u0629<\/strong> \u0625\u0630\u0627 \u0623\u0645\u0643\u0646 (Sun Tzu, 6th Century BCE).<\/li>\n\n\n\n<li><strong>\u0627\u0642\u062a\u0628\u0627\u0633 \u0631\u0626\u064a\u0633\u064a:<\/strong> &#8220;\u0625\u0630\u0627 \u0639\u0631\u0641\u062a \u0646\u0641\u0633\u0643 \u0648\u0639\u0631\u0641\u062a \u0639\u062f\u0648\u0643\u060c \u0641\u0644\u0646 \u062a\u062e\u0633\u0631 \u0645\u0639\u0631\u0643\u0629 \u0648\u0627\u062d\u062f\u0629. \u0625\u0630\u0627 \u0639\u0631\u0641\u062a \u0646\u0641\u0633\u0643 \u0648\u0644\u0645 \u062a\u0639\u0631\u0641 \u0639\u062f\u0648\u0643\u060c \u0641\u0633\u062a\u062e\u0633\u0631 \u0643\u0644 \u0645\u0639\u0631\u0643\u0629 \u062a\u0631\u0628\u062d\u0647\u0627. \u0625\u0630\u0627 \u0644\u0645 \u062a\u0639\u0631\u0641 \u0646\u0641\u0633\u0643 \u0648\u0644\u0627 \u0639\u062f\u0648\u0643\u060c \u0641\u0633\u062a\u062e\u0633\u0631 \u0643\u0644 \u0645\u0639\u0631\u0643\u0629.&#8221; \u0647\u0630\u0627 \u064a\u064f\u0628\u0631\u0632 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0627\u0644\u0634\u0627\u0645\u0644.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0628. \u0627\u0644\u064a\u0648\u0646\u0627\u0646 \u2013 \u062b\u0648\u0633\u064a\u062f\u064a\u062f\u0633 (Thucydides):<\/strong> \u0641\u064a \u0643\u062a\u0627\u0628\u0627\u062a\u0647 \u062d\u0648\u0644 \u062d\u0631\u0628 \u0627\u0644\u0628\u064a\u0644\u0648\u0628\u0648\u0646\u064a\u0632\u060c \u0642\u062f\u0645 \u0627\u0644\u0645\u0624\u0631\u062e \u0627\u0644\u064a\u0648\u0646\u0627\u0646\u064a <strong>\u062b\u0648\u0633\u064a\u062f\u064a\u062f\u0633<\/strong> \u0631\u0624\u0649 \u0639\u0645\u064a\u0642\u0629 \u062d\u0648\u0644 \u0643\u064a\u0641\u064a\u0629 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0644\u0642\u0627\u062f\u0629 \u0639\u0644\u0649 \u0645\u0635\u064a\u0631 \u0627\u0644\u0645\u062f\u0646 \u0648\u0627\u0644\u062f\u0648\u0644. \u0643\u0627\u0646\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u0646\u0627 \u062a\u062a\u0639\u0644\u0642 \u0644\u064a\u0633 \u0641\u0642\u0637 \u0628\u0627\u0644\u0645\u0639\u0627\u0631\u0643 \u0627\u0644\u0641\u0639\u0644\u064a\u0629\u060c \u0628\u0644 \u0628\u0640:\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0645\u0639\u0627\u0631\u0643:<\/strong> \u0645\u062a\u0649 \u062a\u062e\u0648\u0636 \u0645\u0639\u0631\u0643\u0629 \u0648\u0645\u062a\u0649 \u062a\u062a\u062c\u0646\u0628\u0647\u0627 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0642\u0641 \u0627\u0644\u0639\u0627\u0645.<\/li>\n\n\n\n<li><strong>\u062a\u0646\u0638\u064a\u0645 \u0627\u0644\u062c\u064a\u0648\u0634:<\/strong> \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0644\u0644\u0642\u0648\u0627\u062a \u0648\u062a\u0648\u0632\u064a\u0639\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u062d\u0627\u0644\u0641\u0627\u062a \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629 \u0648\u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629:<\/strong> \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062f\u0628\u0644\u0648\u0645\u0627\u0633\u064a\u0629 \u0648\u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u062c\u0644 (Thucydides, 5th Century BCE).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u062c. \u0631\u0648\u0645\u0627 \u2013 \u0641\u064a\u062c\u064a\u062a\u064a\u0648\u0633 (Vegetius):<\/strong> \u0642\u062f\u0645 \u0627\u0644\u0645\u0624\u0631\u062e \u0627\u0644\u0639\u0633\u0643\u0631\u064a \u0627\u0644\u0631\u0648\u0645\u0627\u0646\u064a <strong>\u0641\u064a\u062c\u064a\u062a\u064a\u0648\u0633<\/strong> \u0641\u064a \u0643\u062a\u0627\u0628\u0647 &#8220;\u0645\u0648\u062c\u0632 \u0639\u0646 \u0627\u0644\u0634\u0624\u0648\u0646 \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629&#8221; (De Re Militari) \u0641\u064a \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u062e\u0627\u0645\u0633 \u0627\u0644\u0645\u064a\u0644\u0627\u062f\u064a\u060c \u0625\u0637\u0627\u0631\u064b\u0627 \u0634\u0627\u0645\u0644\u0627\u064b \u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062c\u064a\u0634. \u0623\u0643\u062f \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 (Vegetius, 5th Century CE):\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u062f\u0631\u064a\u0628 \u0648\u0627\u0644\u0627\u0646\u0636\u0628\u0627\u0637:<\/strong> \u0627\u0644\u0623\u0633\u0627\u0633 \u0644\u0623\u064a \u0642\u0648\u0629 \u0639\u0633\u0643\u0631\u064a\u0629 \u0641\u0639\u0627\u0644\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0645\u0633\u0628\u0642:<\/strong> \u0644\u0643\u0644 \u0645\u0646 \u0627\u0644\u0645\u0639\u0627\u0631\u0643 \u0648\u0627\u0644\u062d\u0645\u0644\u0627\u062a \u0627\u0644\u0637\u0648\u064a\u0644\u0629\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0648\u0627\u0644\u0645\u0648\u0627\u0631\u062f.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629 \u0648\u0627\u0644\u062f\u0639\u0645 \u0627\u0644\u0644\u0648\u062c\u0633\u062a\u064a:<\/strong> \u0623\u0647\u0645\u064a\u0629 \u0625\u0645\u062f\u0627\u062f\u0627\u062a \u0627\u0644\u063a\u0630\u0627\u0621\u060c \u0628\u0646\u0627\u0621 \u0627\u0644\u0637\u0631\u0642\u060c \u0648\u0627\u0644\u062a\u062d\u0635\u064a\u0646\u0627\u062a \u0644\u0646\u062c\u0627\u062d \u0623\u064a \u062d\u0645\u0644\u0629 \u0639\u0633\u0643\u0631\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u064f\u0628\u0631\u0632 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0634\u0627\u0645\u0644.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-3-\u062a\u0637\u0648\u0631-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0639\u0628\u0631-\u0627\u0644\u062b\u0642\u0627\u0641\u0627\u062a\">1.3 \u062a\u0637\u0648\u0631 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0628\u0631 \u0627\u0644\u062b\u0642\u0627\u0641\u0627\u062a<\/h4>\n\n\n\n<p>\u0639\u0643\u0633\u062a \u0627\u0644\u062d\u0636\u0627\u0631\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0623\u0648\u0644\u0648\u064a\u0627\u062a \u0648\u062e\u0635\u0627\u0626\u0635 \u0645\u062a\u0646\u0648\u0639\u0629 \u0641\u064a \u0645\u0642\u0627\u0631\u0628\u062a\u0647\u0627 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0645\u0645\u0627 \u0623\u062b\u0631\u0649 \u0641\u0647\u0645\u0646\u0627 \u0627\u0644\u0645\u0639\u0627\u0635\u0631 \u0644\u0644\u0645\u0641\u0647\u0648\u0645:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0646\u0638\u0631\u0629 \u0627\u0644\u0635\u064a\u0646\u064a\u0629:<\/strong> \u062a\u0645\u064a\u0632\u062a \u0628\u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 <strong>\u0627\u0644\u0630\u0643\u0627\u0621\u060c \u0627\u0644\u062e\u062f\u0627\u0639\u060c \u0648\u0627\u0644\u062a\u0641\u0648\u0642 \u0627\u0644\u0646\u0641\u0633\u064a<\/strong> \u0639\u0644\u0649 \u0627\u0644\u062e\u0635\u0645\u060c \u0645\u0639 \u062a\u0641\u0636\u064a\u0644 \u062a\u062c\u0646\u0628 \u0627\u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u0645\u0628\u0627\u0634\u0631\u0629 \u0643\u0644\u0645\u0627 \u0623\u0645\u0643\u0646.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0646\u0638\u0631\u0629 \u0627\u0644\u064a\u0648\u0646\u0627\u0646\u064a\u0629:<\/strong> \u0631\u0643\u0632\u062a \u0639\u0644\u0649 <strong>\u0627\u0644\u0645\u0646\u0637\u0642\u060c \u0627\u0644\u062a\u0646\u0638\u064a\u0645 \u0627\u0644\u062f\u0642\u064a\u0642\u060c \u0648\u0627\u0644\u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629<\/strong> \u0627\u0644\u062a\u064a \u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u0627\u0644\u0645\u062f\u0627\u0648\u0644\u0629 \u0627\u0644\u0639\u0642\u0644\u0627\u0646\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0646\u0638\u0631\u0629 \u0627\u0644\u0631\u0648\u0645\u0627\u0646\u064a\u0629:<\/strong> \u0634\u062f\u062f\u062a \u0639\u0644\u0649 <strong>\u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0627\u0644\u0642\u0648\u064a\u0629 \u0648\u0627\u0644\u062f\u0639\u0645 \u0627\u0644\u0644\u0648\u062c\u0633\u062a\u064a \u0627\u0644\u0641\u0639\u0627\u0644<\/strong>\u060c \u0645\u0645\u0627 \u0633\u0645\u062d \u0628\u0634\u0646 \u062d\u0645\u0644\u0627\u062a \u0648\u0627\u0633\u0639\u0629 \u0627\u0644\u0646\u0637\u0627\u0642 \u0648\u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0623\u0631\u0627\u0636\u064a \u0627\u0644\u0645\u0641\u062a\u0648\u062d\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0646\u0638\u0631\u0629 \u0627\u0644\u0639\u0631\u0628\u064a\u0629 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629:<\/strong> \u0641\u064a \u0627\u0644\u0641\u062a\u0648\u062d\u0627\u062a \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629\u060c \u062a\u0645\u064a\u0632 \u0627\u0644\u0642\u0627\u062f\u0629 \u0645\u062b\u0644 <strong>\u062e\u0627\u0644\u062f \u0628\u0646 \u0627\u0644\u0648\u0644\u064a\u062f<\/strong> \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629 \u0641\u064a \u0627\u0644\u062d\u0631\u0648\u0628\u060c \u0634\u0645\u0644\u062a <strong>\u0627\u0644\u0645\u0646\u0627\u0648\u0631\u0627\u062a \u0627\u0644\u0633\u0631\u064a\u0639\u0629\u060c \u0627\u0644\u0627\u0646\u0633\u062d\u0627\u0628 \u0627\u0644\u0648\u0647\u0645\u064a \u0643\u062c\u0632\u0621 \u0645\u0646 \u0627\u0644\u062e\u062f\u0627\u0639\u060c \u0648\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0645\u0633\u0628\u0642<\/strong> \u0644\u0627\u063a\u062a\u0646\u0627\u0645 \u0627\u0644\u0641\u0631\u0635 \u0648\u062a\u063a\u064a\u064a\u0631 \u0645\u0633\u0627\u0631 \u0627\u0644\u0645\u0639\u0631\u0643\u0629 \u0628\u0634\u0643\u0644 \u062d\u0627\u0633\u0645 (Al-Khafaji, 2008). \u0647\u0630\u0647 \u0627\u0644\u0623\u0645\u062b\u0644\u0629 \u062a\u064f\u0628\u0631\u0632 \u0627\u0644\u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0642\u062f\u0631\u062a\u0647\u0627 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644-\u0645\u0646-\u0627\u0644\u0633\u064a\u0627\u0642-\u0627\u0644\u0639\u0633\u0643\u0631\u064a-\u0625\u0644\u0649-\u0627\u0644\u0625\u062f\u0627\u0631\u0629-\u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629\">2. \u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0645\u0646 \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0639\u0633\u0643\u0631\u064a \u0625\u0644\u0649 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629<\/h3>\n\n\n\n<p>\u0645\u0639 \u0645\u0637\u0644\u0639 \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u0639\u0634\u0631\u064a\u0646\u060c \u0648\u0645\u0639 \u062a\u0639\u0642\u064a\u062f \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u062a\u0634\u0627\u0628\u0643 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u0628\u062f\u0623 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u062a\u062c\u0627\u0648\u0632 \u062d\u062f\u0648\u062f\u0647 \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629 \u0644\u064a\u062a\u0633\u0644\u0644 \u0625\u0644\u0649 \u0639\u0627\u0644\u0645 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0648\u0627\u0644\u0623\u0639\u0645\u0627\u0644. \u0644\u0645 \u064a\u0639\u062f \u0627\u0644\u0646\u062c\u0627\u062d \u062d\u0643\u0631\u064b\u0627 \u0639\u0644\u0649 \u0627\u0644\u062c\u064a\u0648\u0634 \u0627\u0644\u0645\u064f\u0646\u0638\u0645\u0629\u060c \u0628\u0644 \u0623\u0635\u0628\u062d \u0633\u0645\u0629\u064b \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0633\u0639\u0649 \u0644\u0644\u0628\u0642\u0627\u0621 \u0648\u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0633\u0648\u0642 \u062a\u0646\u0627\u0641\u0633\u064a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-1-\u0644\u0645\u0627\u0630\u0627-\u0627\u0646\u062a\u0642\u0644\u062a-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0645\u0646-\u0627\u0644\u0639\u0633\u0643\u0631-\u0625\u0644\u0649-\u0627\u0644\u0625\u062f\u0627\u0631\u0629\">2.1 \u0644\u0645\u0627\u0630\u0627 \u0627\u0646\u062a\u0642\u0644\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u0646 \u0627\u0644\u0639\u0633\u0643\u0631 \u0625\u0644\u0649 \u0627\u0644\u0625\u062f\u0627\u0631\u0629\u061f<\/h4>\n\n\n\n<p>\u0644\u0645 \u064a\u0643\u0646 \u0647\u0630\u0627 \u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0645\u062d\u0636 \u0635\u062f\u0641\u0629\u060c \u0628\u0644 \u062c\u0627\u0621 \u0646\u062a\u064a\u062c\u0629\u064b \u0644\u062d\u0627\u062c\u0627\u062a \u0645\u0627\u0633\u0629 \u0641\u0631\u0636\u062a\u0647\u0627 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 (Grant, 2016):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0637\u0648\u064a\u0644 \u0627\u0644\u0623\u0645\u062f \u0628\u0639\u062f \u0627\u0644\u062d\u0631\u0628 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0627\u0644\u062b\u0627\u0646\u064a\u0629:<\/strong> \u0634\u0647\u062f\u062a \u0641\u062a\u0631\u0629 \u0645\u0627 \u0628\u0639\u062f \u0627\u0644\u062d\u0631\u0628 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0627\u0644\u062b\u0627\u0646\u064a\u0629 \u0646\u0645\u0648\u064b\u0627 \u0627\u0642\u062a\u0635\u0627\u062f\u064a\u064b\u0627 \u063a\u064a\u0631 \u0645\u0633\u0628\u0648\u0642 \u0648\u062a\u0648\u0633\u0639\u064b\u0627 \u0644\u0644\u0634\u0631\u0643\u0627\u062a. \u0648\u0645\u0639 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u0633\u0639\u060c \u062a\u0632\u0627\u064a\u062f\u062a \u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u0627\u0644\u062a\u0641\u0643\u064a\u0631 \u062e\u0627\u0631\u062c \u0646\u0637\u0627\u0642 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u064a\u0648\u0645\u064a\u0629. \u0623\u062f\u0631\u0643\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0623\u0646 \u0639\u0644\u064a\u0647\u0627 \u0623\u0646 \u062a\u0636\u0639 <strong>\u0631\u0624\u0649 \u0628\u0639\u064a\u062f\u0629 \u0627\u0644\u0645\u062f\u0649<\/strong> \u062a\u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u0623\u0641\u0642 \u0627\u0644\u0642\u0635\u064a\u0631 \u0644\u0644\u062a\u0646\u0628\u0624 \u0628\u0627\u0644\u0637\u0644\u0628 \u0623\u0648 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c. \u0623\u0635\u0628\u062d \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0636\u0631\u0648\u0631\u0629\u064b \u0644\u0636\u0645\u0627\u0646 \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a \u0648\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0641\u0639\u0627\u0644\u064a\u0629 \u0641\u064a \u0628\u064a\u0626\u0627\u062a \u0633\u0631\u064a\u0639\u0629 \u0627\u0644\u062a\u063a\u064a\u0631.<\/li>\n\n\n\n<li><strong>\u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0643\u0640 &#8220;\u0645\u0639\u0631\u0643\u0629&#8221;:<\/strong> \u0628\u062f\u0623 \u0642\u0627\u062f\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0641\u064a \u0631\u0624\u064a\u0629 \u0627\u0644\u0633\u0648\u0642 \u0643\u0633\u0627\u062d\u0629 \u0645\u0639\u0631\u0643\u0629\u060c \u062d\u064a\u062b \u062a\u062a\u0646\u0627\u0641\u0633 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629. \u0647\u0630\u0627 \u0627\u0644\u0645\u0646\u0638\u0648\u0631 \u0627\u0644\u0639\u0633\u0643\u0631\u064a \u0623\u0631\u0633\u0649 \u0641\u0643\u0631\u0629 \u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u064f\u062d\u0643\u0645\u0629 \u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u062a\u0645\u0627\u0645\u064b\u0627 \u0643\u0645\u0627 \u064a\u062e\u0637\u0637 \u0627\u0644\u062c\u0646\u0631\u0627\u0644\u0627\u062a \u0644\u0644\u0645\u0639\u0631\u0643\u0629. \u062a\u0636\u0645\u0646\u062a \u0647\u0630\u0647 \u0627\u0644\u0645\u062a\u0637\u0644\u0628\u0627\u062a:\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u062f\u064a\u062f \u0631\u0624\u0649 \u0628\u0639\u064a\u062f\u0629 \u0627\u0644\u0645\u062f\u0649:<\/strong> \u0648\u0636\u0639 \u062a\u0635\u0648\u0631 \u0648\u0627\u0636\u062d \u0644\u0644\u0645\u0633\u062a\u0642\u0628\u0644 \u0627\u0644\u0630\u064a \u062a\u0637\u0645\u062d \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u064a\u0647.<\/li>\n\n\n\n<li><strong>\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0643\u0641\u0627\u0621\u0629:<\/strong> \u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0645\u062d\u062f\u0648\u062f\u0629 (\u0645\u0627\u0644\u064a\u0629\u060c \u0628\u0634\u0631\u064a\u0629\u060c \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629) \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0623\u0642\u0635\u0649 \u0643\u0641\u0627\u0621\u0629.<\/li>\n\n\n\n<li><strong>\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629:<\/strong> \u062a\u0637\u0648\u064a\u0631 \u0623\u0633\u0627\u0644\u064a\u0628 \u0644\u0644\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u0627\u0643\u062a\u0633\u0627\u0628 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-2-\u0631\u0648\u0627\u062f-\u0627\u0633\u062a\u062e\u062f\u0627\u0645-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0641\u064a-\u0627\u0644\u0625\u062f\u0627\u0631\u0629\">2.2 \u0631\u0648\u0627\u062f \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0625\u062f\u0627\u0631\u0629<\/h4>\n\n\n\n<p>\u062a\u064f\u0646\u0633\u0628 \u0627\u0644\u0631\u064a\u0627\u062f\u0629 \u0641\u064a \u062a\u0637\u0628\u064a\u0642 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0625\u062f\u0627\u0631\u064a \u0644\u0639\u062f\u062f \u0645\u0646 \u0627\u0644\u0645\u0641\u0643\u0631\u064a\u0646 \u0627\u0644\u0628\u0627\u0631\u0632\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u0623\u0633\u0633\u0648\u0627 \u0644\u0644\u0645\u062f\u0631\u0633\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0644\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0623\u0644\u0641\u0631\u064a\u062f \u062a\u0634\u0627\u0646\u062f\u0644\u0631 (Alfred Chandler):<\/strong> \u064a\u064f\u0639\u062f \u062a\u0634\u0627\u0646\u062f\u0644\u0631 \u0623\u062d\u062f \u0627\u0644\u0622\u0628\u0627\u0621 \u0627\u0644\u0645\u0624\u0633\u0633\u064a\u0646 \u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0645\u062c\u0627\u0644 \u0627\u0644\u0623\u0639\u0645\u0627\u0644. \u0641\u064a \u0643\u062a\u0627\u0628\u0647 \u0627\u0644\u0645\u0624\u062b\u0631 <strong>&#8220;\u0627\u0644\u0647\u064a\u0643\u0644 \u064a\u062a\u0628\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629&#8221; (Strategy and Structure: Chapters in the History of the American Industrial Enterprise)<\/strong> \u0639\u0627\u0645 1962\u060c \u0623\u0638\u0647\u0631 \u062a\u0634\u0627\u0646\u062f\u0644\u0631 \u0643\u064a\u0641 \u0623\u0646 \u0647\u064a\u0627\u0643\u0644 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0643\u0628\u0631\u0649 \u0641\u064a \u0627\u0644\u0648\u0644\u0627\u064a\u0627\u062a \u0627\u0644\u0645\u062a\u062d\u062f\u0629 \u062a\u0637\u0648\u0631\u062a \u0627\u0633\u062a\u062c\u0627\u0628\u0629\u064b \u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0646\u0645\u0648 \u0648\u0627\u0644\u062a\u0646\u0648\u064a\u0639 \u0627\u0644\u062a\u064a \u062a\u0628\u0646\u062a\u0647\u0627. \u0642\u062f\u0645 \u062a\u0639\u0631\u064a\u0641\u064b\u0627 \u0645\u0628\u0643\u0631\u064b\u0627 \u0648\u0645\u062d\u0648\u0631\u064a\u064b\u0627 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (Chandler, 1962): &#8220;<strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f \u0644\u0644\u0634\u0631\u0643\u0629\u060c \u0648\u062a\u0628\u0646\u064a \u0645\u0633\u0627\u0631 \u0627\u0644\u0639\u0645\u0644\u060c \u0648\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0644\u0627\u0632\u0645\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0647\u0630\u0647 \u0627\u0644\u0623\u0647\u062f\u0627\u0641.<\/strong>&#8220;<\/li>\n\n\n\n<li><strong>\u0647\u0646\u0631\u064a \u0645\u064a\u0646\u062a\u0632\u0628\u064a\u0631\u063a (Henry Mintzberg):<\/strong> \u0642\u062f\u0645 \u0645\u064a\u0646\u062a\u0632\u0628\u064a\u0631\u063a\u060c \u0648\u0647\u0648 \u0623\u062d\u062f \u0623\u0628\u0631\u0632 \u0627\u0644\u0646\u0642\u0627\u062f \u0648\u0627\u0644\u0645\u0633\u0627\u0647\u0645\u064a\u0646 \u0641\u064a \u0641\u0643\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0631\u0624\u064a\u0629 \u0623\u0643\u062b\u0631 \u062a\u0639\u0642\u064a\u062f\u064b\u0627 \u0648\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u0644\u0644\u0645\u0641\u0647\u0648\u0645. \u0641\u064a \u0643\u062a\u0627\u0628\u0647 <strong>&#8220;\u0645\u063a\u0627\u0645\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629&#8221; (Strategy Safari: A Guided Tour Through The Wilds of Strategic Management)<\/strong>\u060c \u0627\u0644\u0630\u064a \u0634\u0627\u0631\u0643 \u0641\u064a \u062a\u0623\u0644\u064a\u0641\u0647\u060c \u0644\u0645 \u064a\u0642\u062f\u0645 \u0645\u064a\u0646\u062a\u0632\u0628\u064a\u0631\u063a \u062a\u0639\u0631\u064a\u0641\u064b\u0627 \u0648\u0627\u062d\u062f\u064b\u0627 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0628\u0644 \u0627\u0642\u062a\u0631\u062d \u062e\u0645\u0633\u0629 \u0623\u0648\u062c\u0647 \u0623\u0648 &#8220;\u062e\u0645\u0633\u0629 P&#8217;s&#8221; \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u062a\u0639\u0643\u0633 \u062c\u0648\u0627\u0646\u0628\u0647\u0627 \u0627\u0644\u0645\u062a\u0639\u062f\u062f\u0629 (Mintzberg et al., 2003):\n<ul class=\"wp-block-list\">\n<li><strong>\u062e\u0637\u0629 (Plan):<\/strong> \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0645\u0633\u0627\u0631 \u0639\u0645\u0644 \u0645\u064f\u062a\u0639\u0645\u062f \u0648\u0645\u064f\u062e\u0637\u0637 \u0644\u0647 \u0645\u0633\u0628\u0642\u064b\u0627.<\/li>\n\n\n\n<li><strong>\u0646\u0645\u0637 (Pattern):<\/strong> \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0633\u0644\u0648\u0643 \u0645\u062a\u0633\u0642 \u064a\u0638\u0647\u0631 \u0645\u0639 \u0645\u0631\u0648\u0631 \u0627\u0644\u0648\u0642\u062a\u060c \u0633\u0648\u0627\u0621 \u0643\u0627\u0646 \u0645\u0642\u0635\u0648\u062f\u064b\u0627 \u0623\u0645 \u063a\u064a\u0631 \u0645\u0642\u0635\u0648\u062f.<\/li>\n\n\n\n<li><strong>\u0645\u0648\u0642\u0641 (Position):<\/strong> \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0627\u062e\u062a\u064a\u0627\u0631 \u0644\u0645\u0648\u0642\u0639 \u0645\u062d\u062f\u062f \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0641\u064a \u0628\u064a\u0626\u062a\u0647\u0627\u060c \u0645\u062b\u0644 \u0627\u062e\u062a\u064a\u0627\u0631 \u0642\u0637\u0627\u0639 \u0633\u0648\u0642\u064a \u0645\u0639\u064a\u0646 \u0623\u0648 \u0645\u0648\u0642\u0639 \u062a\u0646\u0627\u0641\u0633\u064a.<\/li>\n\n\n\n<li><strong>\u0645\u0646\u0638\u0648\u0631 (Perspective):<\/strong> \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0637\u0631\u064a\u0642\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0641\u064a \u0625\u062f\u0631\u0627\u0643 \u0627\u0644\u0639\u0627\u0644\u0645 \u0648\u062a\u0641\u0633\u064a\u0631\u0647\u060c \u0648\u0647\u064a \u0631\u0624\u064a\u0629 \u0639\u0645\u064a\u0642\u0629 \u062a\u0634\u0643\u0644 \u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u0642\u064a\u0645\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u0645\u0646\u0627\u0648\u0631\u0629 (Ploy):<\/strong> \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u062d\u064a\u0644\u0629 \u0623\u0648 \u062e\u062f\u0639\u0629 \u0645\u062d\u062f\u062f\u0629 \u062a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u0644\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-3-\u0644\u0645\u0627\u0630\u0627-\u064a\u062c\u0628-\u0623\u0646-\u0646\u0639\u0648\u062f-\u0625\u0644\u0649-\u0627\u0644\u062c\u0630\u0648\u0631-\u0644\u062a\u0641\u0633\u064a\u0631-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">2.3 \u0644\u0645\u0627\u0630\u0627 \u064a\u062c\u0628 \u0623\u0646 \u0646\u0639\u0648\u062f \u0625\u0644\u0649 \u0627\u0644\u062c\u0630\u0648\u0631 \u0644\u062a\u0641\u0633\u064a\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u061f<\/h4>\n\n\n\n<p>\u0625\u0646 \u0627\u0644\u0639\u0648\u062f\u0629 \u0625\u0644\u0649 \u0627\u0644\u062c\u0630\u0648\u0631 \u0627\u0644\u0639\u0633\u0643\u0631\u064a\u0629 \u0648\u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u0629 \u0644\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u064a\u0633\u062a \u0645\u062c\u0631\u062f \u062a\u0645\u0631\u064a\u0646 \u0623\u0643\u0627\u062f\u064a\u0645\u064a\u060c \u0628\u0644 \u0647\u064a \u0636\u0631\u0648\u0631\u064a\u0629 \u0644\u0641\u0647\u0645 \u0623\u0639\u0645\u0642 \u0644\u0644\u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629. \u0647\u0630\u0627 \u0627\u0644\u0627\u0631\u062a\u0628\u0627\u0637 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a \u064a\u0630\u0643\u0631\u0646\u0627 \u0628\u0623\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (Hambrick &amp; Fredrickson, 2001):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u062a\u064f\u0630\u0643\u0651\u0631\u0646\u0627 \u0628\u0623\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u064a <strong>\u0637\u0631\u064a\u0642\u0629 \u062a\u0641\u0643\u064a\u0631<\/strong> \u0648\u0644\u064a\u0633\u062a \u0645\u062c\u0631\u062f \u0648\u062b\u064a\u0642\u0629 \u0623\u0648 \u062e\u0637\u0629 \u062c\u0627\u0645\u062f\u0629. \u0625\u0646\u0647\u0627 \u0639\u0642\u0644\u064a\u0629 \u062a\u062a\u0633\u0645 \u0628\u0627\u0644\u062a\u062d\u0644\u064a\u0644\u060c \u0627\u0644\u062a\u0648\u0642\u0639\u060c \u0648\u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641.<\/li>\n\n\n\n<li>\u062a\u0633\u0627\u0639\u062f\u0646\u0627 \u0639\u0644\u0649 \u0641\u0647\u0645 \u0623\u0647\u0645\u064a\u0629 <strong>\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0645\u0633\u0628\u0642:<\/strong> \u0643\u0645\u0627 \u0641\u064a \u0627\u0644\u0645\u0639\u0631\u0643\u0629\u060c \u0627\u0644\u0646\u062c\u0627\u062d \u0641\u064a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u064a\u062a\u0637\u0644\u0628 \u0631\u0624\u064a\u0629 \u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0648\u062a\u062e\u0637\u064a\u0637\u064b\u0627 \u062f\u0642\u064a\u0642\u064b\u0627 \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u062e\u0637\u0648\u0627\u062a.<\/li>\n\n\n\n<li>\u062a\u0648\u0636\u062d \u0636\u0631\u0648\u0631\u0629 <strong>\u0627\u0644\u0645\u0631\u0648\u0646\u0629 \u0648\u0627\u0644\u0625\u0628\u062f\u0627\u0639:<\/strong> \u0627\u0644\u0623\u0648\u0636\u0627\u0639 \u062a\u062a\u063a\u064a\u0631\u060c \u0633\u0648\u0627\u0621 \u0641\u064a \u0633\u0627\u062d\u0629 \u0627\u0644\u0645\u0639\u0631\u0643\u0629 \u0623\u0648 \u0627\u0644\u0633\u0648\u0642. \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u0638\u0631\u0648\u0641 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0648\u0627\u0628\u062a\u0643\u0627\u0631 \u062d\u0644\u0648\u0644 \u063a\u064a\u0631 \u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0647\u064a \u0645\u0641\u062a\u0627\u062d \u0627\u0644\u0628\u0642\u0627\u0621 \u0648\u0627\u0644\u0627\u0632\u062f\u0647\u0627\u0631.<\/li>\n\n\n\n<li>\u062a\u064f\u0628\u0631\u0632 \u0623\u0647\u0645\u064a\u0629 <strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0645\u064a\u0642 \u0644\u0644\u0645\u0646\u0627\u0641\u0633:<\/strong> \u0641\u0647\u0645 \u0646\u0642\u0627\u0637 \u0642\u0648\u0629 \u0648\u0636\u0639\u0641 \u0627\u0644\u062e\u0635\u0645\u060c \u0648\u062a\u0648\u0642\u0639 \u062a\u062d\u0631\u0643\u0627\u062a\u0647\u060c \u0648\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u062c\u0627\u0628\u0627\u062a \u0641\u0639\u0627\u0644\u0629\u060c \u0647\u0648 \u062c\u0632\u0621 \u0644\u0627 \u064a\u062a\u062c\u0632\u0623 \u0645\u0646 \u0623\u064a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0646\u0627\u062c\u062d\u0629\u060c \u0633\u0648\u0627\u0621 \u0643\u0627\u0646\u062a \u0639\u0633\u0643\u0631\u064a\u0629 \u0623\u0648 \u062a\u062c\u0627\u0631\u064a\u0629.<\/li>\n<\/ul>\n\n\n\n<p>\u0647\u0630\u0627 \u0627\u0644\u0641\u0647\u0645 \u0627\u0644\u0645\u062a\u062c\u0630\u0631 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u064a\u0636\u0639 \u0623\u0633\u0627\u0633\u064b\u0627 \u0645\u062a\u064a\u0646\u064b\u0627 \u0644\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0625\u0644\u0649 \u062a\u0639\u0631\u064a\u0641\u0627\u062a\u0647\u0627 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629 \u0648\u0645\u0645\u0627\u0631\u0633\u0627\u062a\u0647\u0627 \u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u064a\u0648\u0645.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0641\u064a-\u0627\u0644\u0633\u064a\u0627\u0642-\u0627\u0644\u0625\u062f\u0627\u0631\u064a-\u0627\u0644\u062d\u062f\u064a\u062b-\u0648\u0627\u0644\u0641\u0647\u0645-\u0627\u0644\u0645\u0639\u0627\u0635\u0631\">3. \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0625\u062f\u0627\u0631\u064a \u0627\u0644\u062d\u062f\u064a\u062b \u0648\u0627\u0644\u0641\u0647\u0645 \u0627\u0644\u0645\u0639\u0627\u0635\u0631<\/h3>\n\n\n\n<p>\u0645\u0639 \u062a\u0632\u0627\u064a\u062f \u062a\u0639\u0642\u064a\u062f \u0648\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0628\u064a\u0626\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u062a\u0637\u0648\u0631 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u064a\u0635\u0628\u062d \u062d\u062c\u0631 \u0627\u0644\u0632\u0627\u0648\u064a\u0629 \u0641\u064a \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629. \u0644\u0645 \u062a\u0639\u062f \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u062c\u0631\u062f \u062e\u0637\u0629 \u0639\u0633\u0643\u0631\u064a\u0629\u060c \u0628\u0644 \u0623\u0635\u0628\u062d\u062a \u0625\u0637\u0627\u0631\u064b\u0627 \u0634\u0627\u0645\u0644\u0627\u064b \u064a\u0648\u062c\u0647 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0646\u062d\u0648 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 (Porter, 1980; Hamel &amp; Prahalad, 1994).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-1-\u062a\u0639\u0631\u064a\u0641\u0627\u062a-\u0648\u0645\u0641\u0627\u0647\u064a\u0645-\u0623\u0633\u0627\u0633\u064a\u0629-\u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629\">3.1 \u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0648\u0645\u0641\u0627\u0647\u064a\u0645 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629<\/h4>\n\n\n\n<p>\u0642\u062f\u0645 <strong>\u0647\u0646\u0631\u064a \u0645\u064a\u0646\u062a\u0632\u0628\u064a\u0631\u063a (Henry Mintzberg)<\/strong> \u0631\u0624\u064a\u0629 \u0645\u062a\u0639\u062f\u062f\u0629 \u0627\u0644\u0623\u0648\u062c\u0647 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0645\u064f\u0644\u062e\u0635\u064b\u0627 \u0625\u064a\u0627\u0647\u0627 \u0641\u064a &#8220;\u0627\u0644\u0640 5Ps&#8221; \u0627\u0644\u062a\u064a \u062a\u0639\u0643\u0633 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0644\u0643\u064a\u0641\u064a\u0629 \u0641\u0647\u0645 \u0648\u062a\u0637\u0628\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a (Mintzberg et al., 2003):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0640 &#8220;\u062e\u0637\u0629&#8221; (Plan):<\/strong> \u0647\u064a \u0645\u0633\u0627\u0631 \u0639\u0645\u0644 <strong>\u0645\u062d\u062f\u062f \u0648\u0645\u0642\u0635\u0648\u062f<\/strong> \u064a\u062a\u0645 \u0648\u0636\u0639\u0647 \u0645\u0633\u0628\u0642\u064b\u0627 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0645\u0639\u064a\u0646\u0629. \u062a\u0645\u062b\u0644 \u062e\u0627\u0631\u0637\u0629 \u0637\u0631\u064a\u0642 \u062a\u0641\u0635\u064a\u0644\u064a\u0629 \u0644\u0644\u062a\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0640 &#8220;\u0646\u0645\u0637&#8221; (Pattern):<\/strong> \u062a\u0639\u0628\u0631 \u0639\u0646 <strong>\u0633\u0644\u0648\u0643 \u0645\u062a\u0633\u0642<\/strong> \u062a\u0638\u0647\u0631\u0647 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0628\u0631 \u0627\u0644\u0632\u0645\u0646\u060c \u0633\u0648\u0627\u0621 \u0643\u0627\u0646 \u0647\u0630\u0627 \u0627\u0644\u0633\u0644\u0648\u0643 \u0645\u0642\u0635\u0648\u062f\u064b\u0627 (\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u064f\u062a\u062d\u0642\u0642\u0629) \u0623\u0648 \u063a\u064a\u0631 \u0645\u0642\u0635\u0648\u062f (\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0646\u0627\u0634\u0626\u0629). \u0647\u064a \u0627\u0644\u0623\u0641\u0639\u0627\u0644 \u0627\u0644\u0641\u0639\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u062a\u062e\u0630\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0640 &#8220;\u0645\u0648\u0642\u0641&#8221; (Position):<\/strong> \u062a\u062a\u0639\u0644\u0642 \u0628\u062a\u062d\u062f\u064a\u062f <strong>\u0627\u0644\u0645\u0643\u0627\u0646\u0629 \u0627\u0644\u0641\u0631\u064a\u062f\u0629<\/strong> \u0627\u0644\u062a\u064a \u062a\u0633\u0639\u0649 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u0627\u062d\u062a\u0644\u0627\u0644\u0647\u0627 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0628\u0627\u0644\u0646\u0633\u0628\u0629 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u064a\u0631\u0643\u0632 \u0647\u0630\u0627 \u0627\u0644\u0628\u0639\u062f \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u062a\u0645\u0648\u0636\u0639 \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0646 \u062d\u064a\u062b \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645\u0647\u0627 \u0648\u0627\u0644\u0642\u0637\u0627\u0639\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062e\u062f\u0645\u0647\u0627 (Porter, 1980).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0640 &#8220;\u0645\u0646\u0638\u0648\u0631&#8221; (Perspective):<\/strong> \u0647\u064a <strong>\u0631\u0624\u064a\u0629 \u0639\u0645\u064a\u0642\u0629<\/strong> \u0648\u0643\u064a\u0641\u064a\u0629 \u0625\u062f\u0631\u0627\u0643 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u0644\u0639\u0627\u0644\u0645 \u0645\u0646 \u062d\u0648\u0644\u0647\u0627 \u0648\u0644\u0646\u0641\u0633\u0647\u0627. \u062a\u0639\u0643\u0633 \u0627\u0644\u0642\u064a\u0645 \u0648\u0627\u0644\u0645\u0639\u062a\u0642\u062f\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0648\u062c\u0647 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u062a\u062d\u062f\u062f \u0637\u0631\u064a\u0642\u062a\u0647\u0627 \u0641\u064a \u0627\u0644\u0639\u0645\u0644.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0640 &#8220;\u0645\u0646\u0627\u0648\u0631\u0629&#8221; (Ploy):<\/strong> \u062a\u0634\u064a\u0631 \u0625\u0644\u0649 <strong>\u062e\u062f\u0639\u0629 \u0623\u0648 \u062d\u064a\u0644\u0629 \u0645\u062d\u062f\u062f\u0629<\/strong> \u062a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u0644\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0623\u0648 \u062a\u0636\u0644\u064a\u0644\u0647\u0645\u060c \u0648\u0647\u064a \u062a\u0643\u062a\u064a\u0643 \u0642\u0635\u064a\u0631 \u0627\u0644\u0623\u0645\u062f \u0648\u0644\u0643\u0646\u0647\u0627 \u062c\u0632\u0621 \u0645\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u0643\u0628\u0631.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-2-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0645\u0642\u0627\u0628\u0644-\u0627\u0644\u062a\u0643\u062a\u064a\u0643\">3.2 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u0642\u0627\u0628\u0644 \u0627\u0644\u062a\u0643\u062a\u064a\u0643<\/h4>\n\n\n\n<p>\u0645\u0646 \u0627\u0644\u0645\u0647\u0645 \u0627\u0644\u062a\u0645\u064a\u064a\u0632 \u0628\u064a\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u062a\u0643\u062a\u064a\u0643\u060c \u0641\u0643\u0644\u0627\u0647\u0645\u0627 \u0636\u0631\u0648\u0631\u064a\u0627\u0646 \u0648\u0644\u0643\u0646 \u0644\u0647\u0645\u0627 \u0623\u062f\u0648\u0627\u0631 \u0645\u062e\u062a\u0644\u0641\u0629 (Grant, 2016):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629:<\/strong> \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 <strong>\u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0645\u062f\u0649<\/strong>\u060c \u0648\u062a\u062a\u0646\u0627\u0648\u0644 \u0627\u0644\u0646\u0637\u0627\u0642 \u0627\u0644\u0648\u0627\u0633\u0639 \u0644\u0639\u0645\u0644 \u0627\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0648\u062a\u062c\u064a\u0628 \u0639\u0644\u0649 \u0633\u0624\u0627\u0644\u064a &#8220;<strong>\u0644\u0645\u0627\u0630\u0627<\/strong>&#8221; \u064a\u062c\u0628 \u0641\u0639\u0644 \u0634\u064a\u0621 \u0645\u0627 \u0648&#8221;<strong>\u0645\u0627\u0630\u0627<\/strong>&#8221; \u064a\u062c\u0628 \u0641\u0639\u0644\u0647 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629. \u0625\u0646\u0647\u0627 \u062a\u062d\u062f\u062f \u0627\u0644\u0627\u062a\u062c\u0627\u0647 \u0627\u0644\u0639\u0627\u0645.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0643\u062a\u064a\u0643:<\/strong> \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 <strong>\u0627\u0644\u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0642\u0635\u064a\u0631\u0629 \u0627\u0644\u0645\u062f\u0649<\/strong> \u0648\u0627\u0644\u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u0639\u0645\u0644\u064a\u060c \u0648\u064a\u062c\u064a\u0628 \u0639\u0644\u0649 \u0633\u0624\u0627\u0644 &#8220;<strong>\u0643\u064a\u0641<\/strong>&#8221; \u0633\u064a\u062a\u0645 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629. \u0627\u0644\u062a\u0643\u062a\u064a\u0643\u0627\u062a \u0647\u064a \u0627\u0644\u062e\u0637\u0648\u0627\u062a \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0648\u0627\u0644\u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u062a\u0641\u0635\u064a\u0644\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0639\u0644\u0627\u0642\u0629:<\/strong> \u0627\u0644\u062a\u0643\u062a\u064a\u0643\u0627\u062a \u0647\u064a <strong>\u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u0646\u0641\u064a\u0630\u064a\u0629<\/strong> \u0627\u0644\u062a\u064a \u062a\u064f\u062a\u0631\u062c\u0645 \u0645\u0646 \u062e\u0644\u0627\u0644\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0625\u0644\u0649 \u0648\u0627\u0642\u0639. \u0628\u062f\u0648\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0636\u062d\u0629\u060c \u0642\u062f \u062a\u0643\u0648\u0646 \u0627\u0644\u062a\u0643\u062a\u064a\u0643\u0627\u062a \u063a\u064a\u0631 \u0641\u0639\u0627\u0644\u0629 \u0623\u0648 \u062a\u0641\u062a\u0642\u0631 \u0625\u0644\u0649 \u0627\u0644\u062a\u0648\u062c\u064a\u0647\u060c \u0648\u0628\u062f\u0648\u0646 \u062a\u0643\u062a\u064a\u0643\u0627\u062a \u0641\u0639\u0627\u0644\u0629\u060c \u062a\u0638\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062c\u0631\u062f \u0623\u0641\u0643\u0627\u0631 \u0646\u0638\u0631\u064a\u0629.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-3-\u0639\u0646\u0627\u0635\u0631-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u0641\u0639\u0627\u0644\u0629\">3.3 \u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629<\/h4>\n\n\n\n<p>\u0644\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u0639\u0627\u0644\u0629\u060c \u062a\u062d\u062a\u0627\u062c \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0625\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u062a\u0643\u0627\u0645\u0644\u0629 (Wheelen et al., 2017):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0631\u0624\u064a\u0629 (Vision):<\/strong> \u0647\u064a <strong>\u0627\u0644\u0635\u0648\u0631\u0629 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0627\u0644\u0645\u0644\u0647\u0645\u0629 \u0648\u0627\u0644\u0637\u0645\u0648\u062d\u0629<\/strong> \u0627\u0644\u062a\u064a \u062a\u0637\u0645\u062d \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u064a\u0647\u0627. \u064a\u062c\u0628 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0648\u0627\u0636\u062d\u0629\u060c \u0645\u062d\u0641\u0632\u0629\u060c \u0648\u0648\u0627\u0642\u0639\u064a\u0629 \u0644\u062a\u0648\u062d\u064a\u062f \u062c\u0647\u0648\u062f \u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0641\u0631\u0627\u062f.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0631\u0633\u0627\u0644\u0629 (Mission):<\/strong> \u062a\u064f\u062d\u062f\u062f <strong>\u0627\u0644\u063a\u0631\u0636 \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0644\u0648\u062c\u0648\u062f \u0627\u0644\u0645\u0646\u0638\u0645\u0629<\/strong>\u060c \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645\u0647\u0627 \u0644\u0639\u0645\u0644\u0627\u0626\u0647\u0627\u060c \u0648\u0627\u0644\u0642\u0637\u0627\u0639\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062e\u062f\u0645\u0647\u0627\u060c \u0648\u0645\u0627 \u064a\u0645\u064a\u0632\u0647\u0627 \u0639\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u0625\u0646\u0647\u0627 \u062a\u064f\u062c\u064a\u0628 \u0639\u0644\u0649 \u0633\u0624\u0627\u0644 &#8220;\u0645\u0627 \u0647\u0648 \u0639\u0645\u0644\u0646\u0627\u061f&#8221;.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0647\u062f\u0627\u0641 (Objectives):<\/strong> \u0647\u064a <strong>\u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0645\u062d\u062f\u062f\u0629\u060c \u0627\u0644\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u0642\u064a\u0627\u0633\u060c \u0627\u0644\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u062d\u0642\u064a\u0642\u060c \u0630\u0627\u062a \u0627\u0644\u0635\u0644\u0629\u060c \u0648\u0627\u0644\u0645\u062d\u062f\u062f\u0629 \u0632\u0645\u0646\u064a\u064b\u0627 (SMART)<\/strong> \u0627\u0644\u062a\u064a \u062a\u0633\u0639\u0649 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u062a\u062d\u0642\u064a\u0642\u0647\u0627 \u0643\u062e\u0637\u0648\u0627\u062a \u0646\u062d\u0648 \u0631\u0624\u064a\u062a\u0647\u0627 \u0648\u0631\u0633\u0627\u0644\u062a\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 (Environmental Analysis):<\/strong> \u064a\u062a\u0636\u0645\u0646 \u0641\u0647\u0645\u064b\u0627 \u0645\u0639\u0645\u0642\u064b\u0627 \u0644\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 (Grant, 2016):\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a:<\/strong> \u062a\u062d\u062f\u064a\u062f <strong>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629<\/strong> (\u0627\u0644\u0645\u0648\u0627\u0631\u062f\u060c \u0627\u0644\u0642\u062f\u0631\u0627\u062a\u060c \u0627\u0644\u0643\u0641\u0627\u0621\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629) \u0648<strong>\u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641<\/strong> \u0627\u0644\u062a\u064a \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a:<\/strong> \u062a\u062d\u062f\u064a\u062f <strong>\u0627\u0644\u0641\u0631\u0635<\/strong> \u0648<strong>\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a<\/strong> \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u064a\u0634\u0645\u0644 \u0630\u0644\u0643 \u062a\u062d\u0644\u064a\u0644 PESTEL (\u0627\u0644\u0628\u064a\u0626\u064a\u0629\u060c \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629\u060c \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u060c \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629\u060c \u0627\u0644\u0642\u0627\u0646\u0648\u0646\u064a\u0629\u060c \u0627\u0644\u0628\u064a\u0626\u064a\u0629) \u0644\u0641\u0647\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0643\u0644\u064a\u0629\u060c \u0648<strong>\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 \u0644\u0628\u0648\u0631\u062a\u0631 (Porter&#8217;s Five Forces)<\/strong> \u0644\u0641\u0647\u0645 \u062c\u0627\u0630\u0628\u064a\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0648\u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Porter, 1980).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Competitive Advantage):<\/strong> \u0647\u064a \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0630\u064a \u062a\u064f\u0628\u0646\u0649 \u0639\u0644\u064a\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629. \u062a\u064f\u0639\u0628\u0631 \u0639\u0646 <strong>\u0643\u064a\u0641\u064a\u0629 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u062a\u0641\u0648\u0642 \u0645\u0633\u062a\u062f\u0627\u0645<\/strong> \u0639\u0644\u0649 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627. \u064a\u0645\u0643\u0646 \u062a\u062d\u0642\u064a\u0642\u0647\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 (Porter, 1985):\n<ul class=\"wp-block-list\">\n<li><strong>\u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629:<\/strong> \u062a\u0642\u062f\u064a\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0628\u0623\u0642\u0644 \u062a\u0643\u0644\u0641\u0629 \u0641\u064a \u0627\u0644\u0635\u0646\u0627\u0639\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0645\u0627\u064a\u0632:<\/strong> \u062a\u0642\u062f\u064a\u0645 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u062e\u062f\u0645\u0627\u062a \u0641\u0631\u064a\u062f\u0629 \u064a\u0642\u062f\u0631\u0647\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u064a\u0643\u0648\u0646\u0648\u0646 \u0645\u0633\u062a\u0639\u062f\u064a\u0646 \u0644\u062f\u0641\u0639 \u062b\u0645\u0646 \u0623\u0639\u0644\u0649 \u0645\u0642\u0627\u0628\u0644\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632:<\/strong> \u062e\u062f\u0645\u0629 \u0634\u0631\u064a\u062d\u0629 \u0633\u0648\u0642\u064a\u0629 \u0645\u0639\u064a\u0646\u0629 \u0623\u0648 niche \u0645\u062d\u062f\u062f\u0629 \u0628\u0641\u0639\u0627\u0644\u064a\u0629 \u0648\u0643\u0641\u0627\u0621\u0629.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-4-\u0645\u0633\u062a\u0648\u064a\u0627\u062a-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0641\u064a-\u0627\u0644\u0645\u0646\u0638\u0645\u0629\">3.4 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0645\u0646\u0638\u0645\u0629<\/h4>\n\n\n\n<p>\u062a\u0648\u062c\u062f \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0645\u062e\u062a\u0644\u0641\u0629 \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0648\u0643\u0644 \u0645\u0633\u062a\u0648\u0649 \u064a\u062f\u0639\u0645 \u0627\u0644\u0622\u062e\u0631 (Wheelen et al., 2017):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 (Corporate Strategy):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u062a\u064f\u062d\u062f\u062f \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062a\u064a \u064a\u062c\u0628 \u0623\u0646 \u062a\u0634\u0627\u0631\u0643 \u0641\u064a\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0643\u0643\u0644.<\/li>\n\n\n\n<li>\u062a\u062a\u0636\u0645\u0646 <strong>\u0642\u0631\u0627\u0631\u0627\u062a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 (Portfolio Decisions)<\/strong>\u060c \u0645\u062b\u0644 \u0627\u0644\u062a\u0648\u0633\u0639 \u0641\u064a \u0623\u0633\u0648\u0627\u0642 \u062c\u062f\u064a\u062f\u0629\u060c \u0627\u0644\u062a\u0646\u0648\u064a\u0639 \u0641\u064a \u0623\u0639\u0645\u0627\u0644 \u0645\u062e\u062a\u0644\u0641\u0629\u060c \u0627\u0644\u0627\u0646\u062f\u0645\u0627\u062c \u0645\u0639 \u0634\u0631\u0643\u0627\u062a \u0623\u062e\u0631\u0649\u060c \u0623\u0648 \u0627\u0644\u0627\u0633\u062a\u062d\u0648\u0627\u0630 \u0639\u0644\u0649 \u0634\u0631\u0643\u0627\u062a \u0645\u0646\u0627\u0641\u0633\u0629. \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u0645\u0648 \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0644\u0644\u0645\u0633\u0627\u0647\u0645\u064a\u0646.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 (Business-Level Strategy):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u062a\u064f\u062d\u062f\u062f \u0643\u064a\u0641\u064a\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0628\u0641\u0639\u0627\u0644\u064a\u0629 \u0641\u064a \u0643\u0644 \u0639\u0645\u0644 \u0623\u0648 \u0648\u062d\u062f\u0629 \u0639\u0645\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (Strategic Business Unit &#8211; SBU).<\/li>\n\n\n\n<li>\u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u062e\u0644\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u062f\u0627\u062e\u0644 \u0633\u0648\u0642 \u0645\u0639\u064a\u0646. \u0623\u0645\u062b\u0644\u0629 \u0639\u0644\u0649 \u0630\u0644\u0643 <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0628\u0648\u0631\u062a\u0631 \u0627\u0644\u0639\u0627\u0645\u0629<\/strong> \u0627\u0644\u0645\u0630\u0643\u0648\u0631\u0629 \u0633\u0627\u0628\u0642\u064b\u0627 (\u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629\u060c \u0627\u0644\u062a\u0645\u0627\u064a\u0632\u060c \u0627\u0644\u062a\u0631\u0643\u064a\u0632).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0648\u0638\u064a\u0641\u064a\u0629 (Functional Strategy):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u062a\u064f\u0648\u0636\u062d \u0643\u064a\u0641 \u062a\u062f\u0639\u0645 \u0643\u0644 \u0648\u0638\u064a\u0641\u0629 \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (\u0645\u062b\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u060c \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0628\u0634\u0631\u064a\u0629\u060c \u0627\u0644\u0645\u0627\u0644\u064a\u0629\u060c \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631) \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648\u0627\u0644\u0634\u0631\u0643\u0629.<\/li>\n\n\n\n<li>\u0623\u0645\u062b\u0644\u0629: <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642<\/strong> \u062a\u062d\u062f\u062f \u0643\u064a\u0641 \u0633\u064a\u062a\u0645 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0625\u0646\u062a\u0627\u062c<\/strong> \u062a\u062d\u062f\u062f \u0643\u064a\u0641\u064a\u0629 \u062a\u0635\u0646\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0643\u0641\u0627\u0621\u0629\u060c \u0648<strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0628\u0634\u0631\u064a\u0629<\/strong> \u062a\u062d\u062f\u062f \u0643\u064a\u0641\u064a\u0629 \u062c\u0630\u0628 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-5-\u0639\u0645\u0644\u064a\u0629-\u0635\u064a\u0627\u063a\u0629-\u0648\u062a\u0646\u0641\u064a\u0630-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">3.5 \u0639\u0645\u0644\u064a\u0629 \u0635\u064a\u0627\u063a\u0629 \u0648\u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/h4>\n\n\n\n<p>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u064a\u0633\u062a \u0645\u062c\u0631\u062f \u062e\u0637\u0629\u060c \u0628\u0644 \u0647\u064a \u0639\u0645\u0644\u064a\u0629 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u062a\u062a\u0636\u0645\u0646 \u0645\u0631\u0627\u062d\u0644 \u0645\u062a\u0639\u062f\u062f\u0629 (Kaplan &amp; Norton, 2008):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0635\u064a\u0627\u063a\u0629 (Formulation):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0645\u0631\u0627\u062d\u0644 \u0648\u0636\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0628\u062f\u0623 \u0628\u0640: \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0631\u0624\u064a\u0629 \u0648\u0627\u0644\u0631\u0633\u0627\u0644\u0629\u060c \u062b\u0645 \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 (\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641\u060c \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a)\u060c \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0648\u0623\u062e\u064a\u0631\u064b\u0627 \u062a\u0648\u0644\u064a\u062f \u0648\u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0628\u062f\u0627\u0626\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0646\u0633\u0628.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0646\u0641\u064a\u0630 (Implementation):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u062d\u0644\u0629 \u062a\u064f\u0639\u0646\u0649 \u0628\u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0645\u064f\u0635\u0627\u063a\u0629 \u0625\u0644\u0649 \u0639\u0645\u0644 \u0645\u0644\u0645\u0648\u0633. \u062a\u062a\u0637\u0644\u0628 \u0645\u0648\u0627\u0621\u0645\u0629 \u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u060c \u0648\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u0634\u0631\u0643\u0629\u060c \u0648\u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u0642\u064a\u0627\u062f\u0629\u060c \u0648\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0645\u0643\u0627\u0641\u0622\u062a\u060c \u0648\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0645\u0627 \u064a\u062f\u0639\u0645 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/li>\n\n\n\n<li>\u062a\u064f\u0639\u062f <strong>\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0634\u0627\u0626\u0639\u0629 \u0641\u064a \u0627\u0644\u062a\u0646\u0641\u064a\u0630 (\u0641\u062c\u0648\u0629 \u0627\u0644\u0635\u064a\u0627\u063a\u0629 \u0648\u0627\u0644\u062a\u0646\u0641\u064a\u0630)<\/strong> \u0645\u0646 \u0623\u0643\u0628\u0631 \u0627\u0644\u0639\u0642\u0628\u0627\u062a\u060c \u062d\u064a\u062b \u062a\u0641\u0634\u0644 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0644\u064a\u0633 \u0644\u0636\u0639\u0641 \u0635\u064a\u0627\u063a\u062a\u0647\u0627\u060c \u0628\u0644 \u0644\u0639\u062f\u0645 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u062a\u0646\u0641\u064a\u0630\u0647\u0627 \u0628\u0641\u0639\u0627\u0644\u064a\u0629 (Pryor et al., 2011).<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0648\u0627\u0644\u062a\u062d\u0643\u0645 (Evaluation and Control):<\/strong>\n<ul class=\"wp-block-list\">\n<li>\u062a\u062a\u0636\u0645\u0646 \u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0641\u0639\u0644\u064a \u0645\u0642\u0627\u0628\u0644 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u062d\u062f\u062f\u0629\u060c \u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0634\u0643\u0644 \u062f\u0648\u0631\u064a\u060c \u0648\u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0627\u0644\u062a\u0635\u062d\u064a\u062d\u064a\u0629 \u0627\u0644\u0644\u0627\u0632\u0645\u0629 \u0644\u0636\u0645\u0627\u0646 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0645\u0631\u062c\u0648\u0629.<\/li>\n\n\n\n<li>\u062a\u064f\u0628\u0631\u0632 \u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u062d\u0644\u0629 <strong>\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0645\u0631\u0648\u0646\u0629 \u0648\u0627\u0644\u062a\u0643\u064a\u0641 \u0627\u0644\u0645\u0633\u062a\u0645\u0631<\/strong> \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \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.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-6-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0641\u064a-\u0639\u0635\u0631-\u0627\u0644\u0627\u0636\u0637\u0631\u0627\u0628-vuca-world\">3.6 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0639\u0635\u0631 \u0627\u0644\u0627\u0636\u0637\u0631\u0627\u0628 (VUCA World)<\/h4>\n\n\n\n<p>\u064a\u0634\u064a\u0631 \u0645\u0635\u0637\u0644\u062d <strong>VUCA<\/strong> \u0625\u0644\u0649 \u0627\u0644\u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0648\u063a\u064a\u0631 \u0627\u0644\u0645\u0624\u0643\u062f\u0629 \u0648\u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0648\u0627\u0644\u063a\u0627\u0645\u0636\u0629 \u0644\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644 \u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0623\u0643\u062b\u0631 \u062a\u062d\u062f\u064a\u064b\u0627 (Bennett &amp; Lemoine, 2014):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0642\u0644\u0628 (Volatility):<\/strong> \u064a\u0634\u064a\u0631 \u0625\u0644\u0649 \u0627\u0644\u0633\u0631\u0639\u0629 \u0648\u0639\u062f\u0645 \u0627\u0633\u062a\u0642\u0631\u0627\u0631 \u0627\u0644\u062a\u063a\u064a\u0631\u060c \u062d\u064a\u062b \u062a\u062a\u063a\u064a\u0631 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0648\u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0628\u0633\u0631\u0639\u0629 \u0641\u0627\u0626\u0642\u0629.<\/li>\n\n\n\n<li><strong>\u0639\u062f\u0645 \u0627\u0644\u064a\u0642\u064a\u0646 (Uncertainty):<\/strong> \u064a\u0639\u0643\u0633 \u0635\u0639\u0648\u0628\u0629 \u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644 \u0623\u0648 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0644\u0644\u0623\u062d\u062f\u0627\u062b.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0639\u0642\u064a\u062f (Complexity):<\/strong> \u064a\u0634\u064a\u0631 \u0625\u0644\u0649 \u062a\u0631\u0627\u0628\u0637 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u062a\u0634\u0627\u0628\u0643 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062c\u0639\u0644 \u0645\u0646 \u0627\u0644\u0635\u0639\u0628 \u0641\u0647\u0645 \u0627\u0644\u0645\u0648\u0642\u0641 \u0623\u0648 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0633\u0628\u0628 \u0648\u0627\u0644\u0646\u062a\u064a\u062c\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u063a\u0645\u0648\u0636 (Ambiguity):<\/strong> \u064a\u0639\u0628\u0631 \u0639\u0646 \u0639\u062f\u0645 \u0648\u0636\u0648\u062d \u0627\u0644\u0623\u0633\u0628\u0627\u0628 \u0648\u0627\u0644\u0646\u062a\u0627\u0626\u062c\u060c \u0648\u0635\u0639\u0648\u0628\u0629 \u062a\u0641\u0633\u064a\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u062a\u0627\u062d\u0629.<\/li>\n<\/ul>\n\n\n\n<p>\u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0639\u0635\u0631\u060c \u0623\u0635\u0628\u062d \u0628\u0646\u0627\u0621 <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0631\u0646\u0629 \u0648\u0645\u062a\u0643\u064a\u0641\u0629 (Agile &amp; Adaptive Strategies)<\/strong> \u0623\u0645\u0631\u064b\u0627 \u062d\u062a\u0645\u064a\u064b\u0627. \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 (Eisenhardt &amp; Sull, 2001):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0627\u0644\u0633\u0631\u064a\u0639\u0629:<\/strong> \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641 \u0628\u0633\u0631\u0639\u0629 \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0645\u0641\u0627\u062c\u0626\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u062c\u0631\u064a\u0628:<\/strong> \u0627\u0633\u062a\u0639\u062f\u0627\u062f \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u062a\u062c\u0631\u0628\u0629 \u0623\u0633\u0627\u0644\u064a\u0628 \u062c\u062f\u064a\u062f\u0629 \u0648\u0627\u0644\u062a\u0639\u0644\u0645 \u0645\u0646 \u0627\u0644\u0646\u062c\u0627\u062d\u0627\u062a \u0648\u0627\u0644\u0625\u062e\u0641\u0627\u0642\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0639\u0644\u0645 \u0627\u0644\u0645\u0633\u062a\u0645\u0631:<\/strong> \u0628\u0646\u0627\u0621 \u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0639\u0644\u0645 \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u0646\u0638\u0645\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641:<\/strong> \u062a\u0635\u0645\u064a\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u064a\u0645\u0643\u0646 \u062a\u0639\u062f\u064a\u0644\u0647\u0627 \u0648\u062a\u0637\u0648\u064a\u0631\u0647\u0627 \u0641\u064a \u0628\u064a\u0626\u0627\u062a \u063a\u064a\u0631 \u0645\u0633\u062a\u0642\u0631\u0629.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0627\u0644\u062a\u0643\u0627\u0645\u0644-\u0628\u064a\u0646-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0646\u062d\u0648-\u0641\u0647\u0645-\u0645\u0641\u0647\u0648\u0645-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\">\u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u2013 \u0646\u062d\u0648 \u0641\u0647\u0645 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/h2>\n\n\n\n<p>\u062a\u064f\u0639\u062f \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631 \u0639\u0644\u0627\u0642\u0629 \u062a\u0643\u0627\u0645\u0644\u064a\u0629 \u0644\u0627 \u064a\u0645\u0643\u0646 \u0627\u0644\u0641\u0635\u0644 \u0628\u064a\u0646\u0647\u0627. \u0644\u0645 \u064a\u0639\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u062c\u0631\u062f \u0648\u0638\u064a\u0641\u0629 \u062a\u0646\u0641\u064a\u0630\u064a\u0629 \u062a\u0647\u062a\u0645 \u0628\u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0628\u0644 \u0623\u0635\u0628\u062d <strong>\u0639\u0646\u0635\u0631\u064b\u0627 \u0645\u062d\u0648\u0631\u064a\u064b\u0627 \u0648\u062d\u0627\u0633\u0645\u064b\u0627 \u0641\u064a \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0643\u0644\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0648\u062a\u0646\u0641\u064a\u0630\u0647\u0627<\/strong> (Drucker, 1954; Day &amp; Wensley, 1988). \u0625\u0646 \u0641\u0647\u0645 \u0647\u0630\u0627 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0647\u0648 \u0627\u0644\u0644\u0628\u0646\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0627\u0633\u062a\u064a\u0639\u0627\u0628 \u0645\u0641\u0647\u0648\u0645 &#8220;\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a&#8221;\u060c \u0648\u0627\u0644\u0630\u064a \u0633\u064a\u062a\u0645 \u062a\u0639\u0631\u064a\u0641\u0647 \u0648\u062a\u0648\u0636\u064a\u062d\u0647 \u0628\u062a\u0639\u0645\u0642 \u0641\u064a \u0645\u062d\u0627\u0636\u0631\u0629 \u0644\u0627\u062d\u0642\u0629\u060c \u0648\u0644\u0643\u0646\u0646\u0627 \u0647\u0646\u0627 \u0646\u0624\u0633\u0633 \u0644\u0623\u0647\u0645\u064a\u0629 \u0648\u062c\u0648\u062f\u0647.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u0645\u0642\u062f\u0645\u0629-\u0644\u0645\u0627\u0630\u0627-\u0644\u0627-\u064a\u0645\u0643\u0646-\u0641\u0635\u0644-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0639\u0646-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">1 \u0645\u0642\u062f\u0645\u0629: \u0644\u0645\u0627\u0630\u0627 \u0644\u0627 \u064a\u0645\u0643\u0646 \u0641\u0635\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u061f<\/h3>\n\n\n\n<p>\u0641\u064a \u0628\u064a\u0626\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u062a\u0633\u0645 \u0628\u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u0648\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0634\u062f\u064a\u062f\u0629\u060c \u0644\u0645 \u064a\u0639\u062f \u0643\u0627\u0641\u064a\u064b\u0627 \u0623\u0646 \u064a\u0643\u0648\u0646 \u0644\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0639\u0645\u0644 \u0645\u0646\u0641\u0635\u0644\u0629 \u0639\u0646 \u0648\u0638\u0627\u0626\u0641\u0647\u0627 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629. \u064a\u062c\u0628 \u0623\u0646 \u062a\u064f\u0628\u0646\u0649 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0644\u0649 \u0641\u0647\u0645 \u0639\u0645\u064a\u0642 \u0644\u0644\u0633\u0648\u0642 \u0648\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0647\u0648 \u0645\u0627 \u064a\u064f\u0639\u062f \u062c\u0648\u0647\u0631 \u0648\u0638\u064a\u0641\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u0641\u064a \u0627\u0644\u0648\u0642\u062a \u0646\u0641\u0633\u0647\u060c \u064a\u062c\u0628 \u0623\u0646 \u064a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0646\u0641\u0633\u0647 \u0636\u0645\u0646 \u0625\u0637\u0627\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0648\u0627\u0636\u062d \u0644\u0636\u0645\u0627\u0646 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0627\u0644\u0643\u0628\u0631\u0649. \u0647\u0630\u0627 \u0627\u0644\u062a\u0644\u0627\u062d\u0645 \u0647\u0648 \u0645\u0627 \u064a\u062c\u0639\u0644 \u0641\u0635\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u0645\u0631\u064b\u0627 \u063a\u064a\u0631 \u0645\u0646\u0637\u0642\u064a\u060c \u0628\u0644 \u0645\u0633\u062a\u062d\u064a\u0644\u0627\u064b \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 (Morgan et al., 2015).<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"1-1-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0643\u0645\u062f\u062e\u0644-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\">1.1 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0645\u062f\u062e\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/h5>\n\n\n\n<p>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0623\u062f\u0627\u0629 \u0644\u062a\u0646\u0641\u064a\u0630 \u0645\u0627 \u062a\u0642\u0631\u0631\u0647 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u064a\u0627\u060c \u0628\u0644 \u0647\u0648 <strong>\u0645\u062f\u062e\u0644 \u0623\u0633\u0627\u0633\u064a \u0648\u062d\u064a\u0648\u064a \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0641\u064a \u0627\u0644\u0633\u0648\u0642\u060c \u0648\u0641\u0647\u0645 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0627\u062a \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0628\u0627\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621<\/strong> (Srivastava et al., 1998). \u0625\u0646 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0642\u062f\u0645\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u062a\u064f\u0639\u062f \u0628\u0645\u0646\u0632\u0644\u0629 <strong>\u0627\u0644\u0648\u0642\u0648\u062f \u0627\u0644\u0630\u064a \u064a\u064f\u063a\u0630\u064a \u0639\u0645\u0644\u064a\u0629 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0643\u062a\u0634\u0627\u0641 \u0627\u0644\u0641\u0631\u0635:<\/strong> \u0645\u0646 \u062e\u0644\u0627\u0644 \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646\u060c \u0648\u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0646\u0627\u0634\u0626\u0629\u060c \u064a\u064f\u0645\u0643\u0646 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u062a\u062d\u062f\u064a\u062f \u0641\u062c\u0648\u0627\u062a \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0623\u0648 \u0634\u0631\u0627\u0626\u062d \u0639\u0645\u0644\u0627\u0621 \u062c\u062f\u064a\u062f\u0629 \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u0647\u062f\u0627\u0641\u0647\u0627. \u0647\u0630\u0647 \u0627\u0644\u0641\u0631\u0635 \u062a\u064f\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064b\u0627 \u0644\u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u062e\u062f\u0645\u0627\u062a \u062c\u062f\u064a\u062f\u0629\u060c \u0623\u0648 \u0627\u0644\u062a\u0648\u0633\u0639 \u0641\u064a \u0623\u0633\u0648\u0627\u0642 \u062c\u062f\u064a\u062f\u0629 (Day, 1994).<\/li>\n\n\n\n<li><strong>\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a:<\/strong> \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u064a \u0631\u0635\u062f \u062a\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0648\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0628\u062f\u064a\u0644\u0629 \u0623\u0648 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u062c\u062f\u064a\u062f\u0629. \u0647\u0630\u0647 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062a\u064f\u0645\u0643\u0646 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0645\u0646 \u062a\u0639\u062f\u064a\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0644\u062a\u062c\u0646\u0628 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0623\u0648 \u0627\u0644\u062a\u062e\u0641\u064a\u0641 \u0645\u0646 \u0622\u062b\u0627\u0631\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u0641\u0647\u0645 \u0627\u0644\u0639\u0645\u0644\u0627\u0621:<\/strong> \u064a\u064f\u0642\u062f\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0631\u0624\u0649 \u0639\u0645\u064a\u0642\u0629 \u062d\u0648\u0644 \u0645\u0627 \u064a\u064f\u0642\u062f\u0631\u0647 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u062d\u0642\u064b\u0627\u060c \u0648\u0646\u0642\u0627\u0637 \u0627\u0644\u0623\u0644\u0645 \u0644\u062f\u064a\u0647\u0645\u060c \u0648\u062a\u0648\u0642\u0639\u0627\u062a\u0647\u0645. \u0647\u0630\u0627 \u0627\u0644\u0641\u0647\u0645 \u064a\u064f\u0635\u0628\u062d \u0627\u0644\u0645\u062d\u0648\u0631 \u0627\u0644\u0630\u064a \u062a\u064f\u0628\u0646\u0649 \u062d\u0648\u0644\u0647 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u064f\u0642\u062a\u0631\u062d\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0648\u064a\u064f\u062d\u062f\u062f \u0643\u064a\u0641\u064a\u0629 \u062a\u0645\u0648\u0636\u0639\u0647\u0627 \u0641\u064a \u0623\u0630\u0647\u0627\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Narver &amp; Slater, 1990). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0625\u0630\u0627 \u0627\u0643\u062a\u0634\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0623\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u064a\u0642\u062f\u0631\u0648\u0646 \u0627\u0644\u0631\u0627\u062d\u0629 \u0641\u0648\u0642 \u0627\u0644\u0633\u0639\u0631\u060c \u0641\u0625\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u062a\u0637\u0648\u064a\u0631 \u0642\u0646\u0648\u0627\u062a \u062a\u0648\u0632\u064a\u0639 \u0633\u0647\u0644\u0629 \u0627\u0644\u0648\u0635\u0648\u0644 \u0623\u0648 \u062e\u062f\u0645\u0627\u062a \u062a\u0648\u0635\u064a\u0644 \u0633\u0631\u064a\u0639\u0629.<\/li>\n\n\n\n<li><strong>\u062a\u0623\u062b\u064a\u0631 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0639\u0644\u0649 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629:<\/strong> \u0644\u0627 \u062a\u0642\u062a\u0635\u0631 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0639\u0644\u0649 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u062d\u0633\u0628\u060c \u0628\u0644 \u062a\u064f\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064b\u0627 \u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631\u060c \u0648\u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631\u060c \u0648\u062d\u062a\u0649 \u0627\u0644\u0647\u064a\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a. \u0639\u0646\u062f\u0645\u0627 \u062a\u064f\u0638\u0647\u0631 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u062c\u0648\u062f \u0637\u0644\u0628 \u0643\u0628\u064a\u0631 \u0639\u0644\u0649 \u0645\u0646\u062a\u062c \u0645\u0639\u064a\u0646\u060c \u0641\u0625\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0642\u062f \u062a\u064f\u0648\u062c\u0647 \u0627\u0633\u062a\u062b\u0645\u0627\u0631\u064b\u0627 \u0623\u0643\u0628\u0631 \u0641\u064a \u062e\u0637\u0648\u0637 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0644\u0647\u0630\u0627 \u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0623\u0648 \u062a\u062e\u0635\u064a\u0635 \u0645\u0648\u0627\u0631\u062f \u0625\u0636\u0627\u0641\u064a\u0629 \u0644\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0644\u062a\u062d\u0633\u064a\u0646\u0647 \u0623\u0648 \u062a\u0637\u0648\u064a\u0631 \u0628\u062f\u0627\u0626\u0644 \u0644\u0647.<\/li>\n<\/ul>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"1-2-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0643\u0625\u0637\u0627\u0631-\u0644\u0644\u0639\u0645\u0644-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\">1.2 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0625\u0637\u0627\u0631 \u0644\u0644\u0639\u0645\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/h5>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u0645\u0642\u0627\u0628\u0644\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0630\u064a \u064a\u0639\u0645\u0644 \u0628\u0645\u0639\u0632\u0644 \u0639\u0646 \u0627\u0644\u0625\u0637\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0627\u0644\u0623\u0648\u0633\u0639 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u064a\u064f\u0635\u0628\u062d \u0623\u0642\u0644 \u0641\u0639\u0627\u0644\u064a\u0629\u060c \u0628\u0644 \u0642\u062f \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0625\u0647\u062f\u0627\u0631 \u0643\u0628\u064a\u0631 \u0644\u0644\u0645\u0648\u0627\u0631\u062f (Hooley et al., 2008). \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0648\u0641\u0631 \u0627\u0644\u0628\u0648\u0635\u0644\u0629 \u0627\u0644\u062a\u064a \u062a\u0648\u062c\u0647 \u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0646\u062d\u0648 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u0645\u062f:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u062c\u0647\u0648\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629:<\/strong> \u0628\u062f\u0648\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0636\u062d\u0629\u060c \u0642\u062f \u062a\u062a\u0634\u062a\u062a \u0627\u0644\u062c\u0647\u0648\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u064a \u062d\u0645\u0644\u0627\u062a \u063a\u064a\u0631 \u0645\u062a\u0631\u0627\u0628\u0637\u0629 \u0623\u0648 \u062a\u0631\u0648\u064a\u062c \u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0644\u0627 \u062a\u062a\u0646\u0627\u0633\u0628 \u0645\u0639 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0623\u0648 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629. \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u064f\u062d\u062f\u062f \u0645\u0646 \u0647\u0648 \u0627\u0644\u0639\u0645\u064a\u0644 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u060c \u0648\u0645\u0627 \u0647\u064a \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u062a\u064a \u0633\u062a\u0642\u062f\u0645\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0648\u0643\u064a\u0641 \u0633\u062a\u064f\u0646\u0627\u0641\u0633 (Porter, 1980). \u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u064a\u064f\u0645\u0643\u0646 \u0641\u0631\u064a\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0646 \u062a\u0631\u0643\u064a\u0632 \u0637\u0627\u0642\u0627\u062a\u0647 \u0639\u0644\u0649 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0623\u0643\u062b\u0631 \u062a\u0623\u062b\u064a\u0631\u064b\u0627.<\/li>\n\n\n\n<li><strong>\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f:<\/strong> \u062a\u064f\u0648\u062c\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u064a\u0632\u0627\u0646\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0646\u062d\u0648 \u0627\u0644\u0642\u0646\u0648\u0627\u062a \u0648\u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u064a \u062a\u064f\u0639\u0632\u0632 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u062a\u062f\u0639\u0645 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0643\u0628\u0631\u0649. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629\u060c \u0641\u0625\u0646 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0642\u062f \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0648\u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0627\u0644\u0641\u0639\u0627\u0644 \u0645\u0646 \u062d\u064a\u062b \u0627\u0644\u062a\u0643\u0644\u0641\u0629. \u0623\u0645\u0627 \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u064a \u0627\u0644\u062a\u0645\u0627\u064a\u0632\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0642\u062f \u064a\u0633\u062a\u062b\u0645\u0631 \u0641\u064a \u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0641\u0627\u062e\u0631\u0629 \u0648\u0627\u0644\u062a\u062c\u0627\u0631\u0628 \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0646\u0633\u062c\u0627\u0645 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a:<\/strong> \u062a\u064f\u0634\u0643\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u062c\u0633\u0631\u064b\u0627 \u0628\u064a\u0646 \u0648\u0638\u064a\u0641\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0628\u0627\u0642\u064a \u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (\u0645\u062b\u0644 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u060c \u0627\u0644\u0645\u0627\u0644\u064a\u0629\u060c \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0628\u0634\u0631\u064a\u0629). \u062a\u0636\u0645\u0646 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u062a\u0648\u0627\u0641\u0642\u0629 \u0645\u0639 \u0623\u0647\u062f\u0627\u0641 \u0647\u0630\u0647 \u0627\u0644\u0623\u0642\u0633\u0627\u0645\u060c \u0645\u0645\u0627 \u064a\u064f\u0639\u0632\u0632 \u0627\u0644\u062a\u0646\u0633\u064a\u0642 \u0648\u0627\u0644\u062a\u0639\u0627\u0648\u0646 \u0648\u064a\u0645\u0646\u0639 \u0627\u0644\u062a\u0636\u0627\u0631\u0628 \u0641\u064a \u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u062a\u062c\u0646\u0628 \u0627\u0644\u0646\u062c\u0627\u062d\u0627\u062a \u0627\u0644\u0645\u0624\u0642\u062a\u0629:<\/strong> \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0628\u062f\u0648\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0642\u062f \u064a\u064f\u062d\u0642\u0642 &#8220;\u0646\u062c\u0627\u062d\u0627\u062a \u0645\u0624\u0642\u062a\u0629&#8221; \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a\u060c \u0648\u0644\u0643\u0646 \u0647\u0630\u0647 \u0627\u0644\u0646\u062c\u0627\u062d\u0627\u062a \u0642\u062f \u0644\u0627 \u062a\u064f\u0633\u0627\u0647\u0645 \u0641\u064a \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 \u0623\u0648 \u0628\u0646\u0627\u0621 \u0642\u064a\u0645\u0629 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u062c\u0644 \u0644\u0644\u0645\u0646\u0638\u0645\u0629. \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u064f\u0645\u0643\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0646 \u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u062a\u0643\u062a\u064a\u0643\u0627\u062a \u0642\u0635\u064a\u0631\u0629 \u0627\u0644\u0623\u062c\u0644 \u0644\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0642\u0648\u064a\u0629 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0648\u0644\u0627\u0621\u060c \u0648\u062a\u0637\u0648\u064a\u0631 \u0639\u0631\u0648\u0636 \u0642\u064a\u0645\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629.<\/li>\n<\/ul>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"1-3-\u0623\u0645\u062b\u0644\u0629-\u0648\u0627\u0642\u0639\u064a\u0629\">1.3 \u0623\u0645\u062b\u0644\u0629 \u0648\u0627\u0642\u0639\u064a\u0629<\/h5>\n\n\n\n<p>\u062a\u064f\u0642\u062f\u0645 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0646\u0627\u062c\u062d\u0629 \u0646\u0645\u0627\u0630\u062c \u0639\u0645\u0644\u064a\u0629 \u0644\u0643\u064a\u0641\u064a\u0629 \u062f\u0645\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0634\u0631\u0643\u0629 Apple:<\/strong> \u062a\u064f\u0639\u062f Apple \u0645\u062b\u0627\u0644\u0627\u064b \u0633\u0627\u0637\u0639\u064b\u0627 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u0639\u0645\u064a\u0642 \u0628\u064a\u0646 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u062b\u0646\u0627\u0626\u064a. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u062a\u0647\u0627 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 <strong>\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 (Innovation Strategy)<\/strong> \u0648\u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0630\u0627\u062a \u062a\u0635\u0645\u064a\u0645 \u0641\u0627\u0626\u0642 \u0648\u0633\u0647\u0648\u0644\u0629 \u0641\u064a \u0627\u0644\u0627\u0633\u062a\u062e\u062f\u0627\u0645\u060c \u0645\u0639 \u0628\u0646\u0627\u0621 <strong>\u0646\u0638\u0627\u0645 \u0628\u064a\u0626\u064a \u0645\u062a\u0643\u0627\u0645\u0644 (Ecosystem)<\/strong> \u0645\u0646 \u0627\u0644\u0623\u062c\u0647\u0632\u0629 \u0648\u0627\u0644\u0628\u0631\u0645\u062c\u064a\u0627\u062a \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a (Gallo, 2012). \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u064a Apple \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u062a\u0631\u0648\u064a\u062c \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0628\u0644 \u0647\u0648 \u062c\u0632\u0621 \u0623\u0633\u0627\u0633\u064a \u0645\u0646 \u0647\u0630\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629:\n<ul class=\"wp-block-list\">\n<li>\u064a\u064f\u0633\u0627\u0647\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u064a <strong>\u062a\u062d\u062f\u064a\u062f \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621<\/strong> \u063a\u064a\u0631 \u0627\u0644\u0645\u0639\u0644\u0646\u0629 \u0627\u0644\u062a\u064a \u062a\u064f\u062a\u0631\u062c\u0645 \u0644\u0627\u062d\u0642\u064b\u0627 \u0625\u0644\u0649 \u0645\u064a\u0632\u0627\u062a \u0648\u0638\u064a\u0641\u064a\u0629 \u0641\u064a \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a.<\/li>\n\n\n\n<li>\u064a\u0631\u0643\u0632 \u0639\u0644\u0649 <strong>\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0639\u0645\u064a\u0644 \u0627\u0644\u0643\u0644\u064a\u0629 (Customer Experience)<\/strong>\u060c \u0645\u0646 \u0644\u062d\u0638\u0629 \u0641\u062a\u062d \u0627\u0644\u0639\u0628\u0648\u0629\u060c \u0625\u0644\u0649 \u0633\u0647\u0648\u0644\u0629 \u0627\u0644\u0627\u0633\u062a\u062e\u062f\u0627\u0645\u060c \u0648\u0635\u0648\u0644\u064b\u0627 \u0625\u0644\u0649 \u062e\u062f\u0645\u0629 \u0645\u0627 \u0628\u0639\u062f \u0627\u0644\u0628\u064a\u0639. \u0647\u0630\u0647 \u0627\u0644\u062a\u062c\u0631\u0628\u0629 \u062a\u064f\u0639\u0632\u0632 \u0627\u0644\u0648\u0644\u0627\u0621 \u0644\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u062a\u064f\u0628\u0631\u0631 \u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0627\u0644\u0645\u0631\u062a\u0641\u0639.<\/li>\n\n\n\n<li>\u062a\u064f\u0642\u062f\u0645 Apple \u062d\u0645\u0644\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u062a\u064f\u0631\u0643\u0632 \u0639\u0644\u0649 <strong>\u0627\u0644\u0642\u064a\u0645 \u0627\u0644\u0639\u0627\u0637\u0641\u064a\u0629<\/strong> (\u0627\u0644\u0625\u0628\u062f\u0627\u0639\u060c \u0627\u0644\u062a\u0645\u064a\u0632\u060c \u0627\u0644\u062a\u0641\u0643\u064a\u0631 \u062e\u0627\u0631\u062c \u0627\u0644\u0635\u0646\u062f\u0648\u0642) \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0645\u062c\u0631\u062f \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0627\u0644\u062a\u0642\u0646\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u064f\u0639\u0632\u0632 \u0645\u0643\u0627\u0646\u062a\u0647\u0627 \u0643\u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0631\u0627\u0626\u062f\u0629 \u0648\u0645\u0628\u062a\u0643\u0631\u0629 (Kim &amp; Mauborgne, 2017).<\/li>\n\n\n\n<li>\u0647\u0646\u0627\u060c <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0648 \u0627\u0644\u0630\u064a \u064a\u0646\u0642\u0644 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0625\u0644\u0649 \u0642\u064a\u0645\u0629 \u0645\u062d\u0633\u0648\u0633\u0629 \u0648\u0645\u064f\u0631\u063a\u0648\u0628\u0629 \u0644\u062f\u0649 \u0627\u0644\u0639\u0645\u064a\u0644<\/strong>.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0634\u0631\u0643\u0629 IKEA:<\/strong> \u062a\u064f\u0639\u062f IKEA \u0646\u0645\u0648\u0630\u062c\u064b\u0627 \u0641\u0631\u064a\u062f\u064b\u0627 \u0644\u0634\u0631\u0643\u0629 \u062a\u062c\u0645\u0639 \u0628\u064a\u0646 <strong>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0642\u064a\u0627\u062f\u0629 \u0628\u0627\u0644\u062a\u0643\u0644\u0641\u0629 (Cost Leadership Strategy)<\/strong> \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0642\u062f\u064a\u0645 \u0627\u0644\u0623\u062b\u0627\u062b \u0627\u0644\u062c\u0627\u0647\u0632 \u0644\u0644\u062a\u0631\u0643\u064a\u0628 \u0628\u0623\u0633\u0639\u0627\u0631 \u0645\u0639\u0642\u0648\u0644\u0629\u060c \u0648\u0628\u064a\u0646 \u062a\u0633\u0648\u064a\u0642 \u0641\u0639\u0627\u0644 \u0644\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u064f\u0642\u062f\u0645\u0629 (Johnson et al., 2008).\n<ul class=\"wp-block-list\">\n<li>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u062a\u0647\u0627 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0647\u064a \u062a\u0645\u0643\u064a\u0646 &#8220;\u0627\u0644\u062c\u0645\u0647\u0648\u0631&#8221; \u0645\u0646 \u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0623\u062b\u0627\u062b \u0639\u0635\u0631\u064a \u0648\u0639\u0645\u0644\u064a \u0628\u0633\u0639\u0631 \u064a\u0645\u0643\u0646 \u062a\u062d\u0645\u0644\u0647.<\/li>\n\n\n\n<li>\u064a\u0644\u0639\u0628 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u062f\u0648\u0631\u064b\u0627 \u062d\u064a\u0648\u064a\u064b\u0627 \u0641\u064a \u062a\u0648\u0635\u064a\u0644 \u0647\u0630\u0647 \u0627\u0644\u0642\u064a\u0645\u0629:\n<ul class=\"wp-block-list\">\n<li>\u064a\u064f\u0631\u0643\u0632 \u0639\u0644\u0649 <strong>\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u062a\u0633\u0648\u0642 \u0627\u0644\u0641\u0631\u064a\u062f\u0629<\/strong> \u0641\u064a \u0645\u062a\u0627\u062c\u0631\u0647\u0627 \u0627\u0644\u0643\u0628\u064a\u0631\u0629\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u064f\u0634\u062c\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0639\u0644\u0649 \u0642\u0636\u0627\u0621 \u0648\u0642\u062a \u0637\u0648\u064a\u0644 \u0648\u0627\u0633\u062a\u0643\u0634\u0627\u0641 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a.<\/li>\n\n\n\n<li>\u064a\u064f\u0631\u0648\u062c \u0644\u0645\u0641\u0647\u0648\u0645 <strong>\u0627\u0644\u062a\u062c\u0645\u064a\u0639 \u0627\u0644\u0630\u0627\u062a\u064a (Do-It-Yourself)<\/strong> \u0644\u064a\u0633 \u0641\u0642\u0637 \u0643\u0637\u0631\u064a\u0642\u0629 \u0644\u062e\u0641\u0636 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0639\u0644\u0649 \u0627\u0644\u0639\u0645\u064a\u0644\u060c \u0628\u0644 \u0643\u062c\u0632\u0621 \u0645\u0646 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0645\u0644\u0643\u064a\u0629.<\/li>\n\n\n\n<li>\u062a\u064f\u0642\u062f\u0645 IKEA \u0643\u062a\u0627\u0644\u0648\u062c\u0627\u062a \u0648\u0645\u0646\u0635\u0627\u062a \u0631\u0642\u0645\u064a\u0629 \u062a\u064f\u0645\u0643\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0645\u0646 <strong>\u062a\u0635\u0648\u0631 \u0645\u0646\u0627\u0632\u0644\u0647\u0645<\/strong> \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u062c\u0645\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u0648\u0638\u064a\u0641\u064a\u0629 \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a.<\/li>\n\n\n\n<li>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0647\u0646\u0627 \u0644\u0627 \u064a\u0642\u062a\u0635\u0631 \u0639\u0644\u0649 \u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0644\u0644\u0633\u0639\u0631 \u0627\u0644\u0645\u0646\u062e\u0641\u0636\u060c \u0628\u0644 <strong>\u064a\u064f\u0628\u0631\u0632 \u0643\u064a\u0641 \u062a\u064f\u0633\u0627\u0647\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u062c\u0648\u062f\u0629 \u0627\u0644\u062d\u064a\u0627\u0629<\/strong> \u0648\u062a\u064f\u0644\u0628\u064a \u0627\u0644\u062d\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0628\u0623\u0633\u0644\u0648\u0628 \u0630\u0643\u064a \u0648\u0645\u064a\u0633\u0648\u0631.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>\u0641\u064a \u0643\u0644\u062a\u0627 \u0627\u0644\u062d\u0627\u0644\u062a\u064a\u0646\u060c \u0644\u0627 \u064a\u0639\u0645\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0628\u0645\u0639\u0632\u0644 \u0639\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629\u061b \u0628\u0644 \u0647\u0648 <strong>\u0627\u0644\u0639\u062f\u0633\u0629 \u0627\u0644\u062a\u064a \u062a\u0631\u0649 \u0628\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0627\u0644\u0633\u0648\u0642\u060c \u0648\u0647\u0648 \u0627\u0644\u0635\u0648\u062a \u0627\u0644\u0630\u064a \u062a\u062a\u062d\u062f\u062b \u0628\u0647 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0625\u0644\u0649 \u0639\u0645\u0644\u0627\u0626\u0647\u0627\u060c \u0648\u0647\u0648 \u0627\u0644\u0630\u0631\u0627\u0639 \u0627\u0644\u062a\u064a \u062a\u064f\u0646\u0641\u0630 \u0628\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u0639\u062f\u0647\u0627 \u0627\u0644\u0642\u064a\u0645\u064a<\/strong>. \u0647\u0630\u0627 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u064a\u064f\u0634\u0643\u0644 \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0630\u064a \u064a\u064f\u0628\u0646\u0649 \u0639\u0644\u064a\u0647 \u0645\u0641\u0647\u0648\u0645 &#8220;\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a&#8221; \u0641\u064a \u0627\u0644\u0641\u0643\u0631 \u0627\u0644\u0625\u062f\u0627\u0631\u064a \u0627\u0644\u0645\u0639\u0627\u0635\u0631.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u0639\u0644\u0627\u0642\u0629-\u0627\u0644\u062a\u0643\u0627\u0645\u0644\u064a\u0629-\u0628\u064a\u0646-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">2 \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0627\u0644\u062a\u0643\u0627\u0645\u0644\u064a\u0629 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/h3>\n\n\n\n<p>\u062a\u064f\u0634\u0643\u0644 \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062f\u0648\u0631\u0629 \u0644\u0627 \u062a\u0646\u062a\u0647\u064a \u0645\u0646 \u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0645\u062a\u0628\u0627\u062f\u0644\u061b \u062d\u064a\u062b \u0644\u0627 \u064a\u0645\u0643\u0646 \u0644\u0623\u062d\u062f\u0647\u0645\u0627 \u0623\u0646 \u064a\u0639\u0645\u0644 \u0628\u0643\u0641\u0627\u0621\u0629 \u0628\u0645\u0639\u0632\u0644 \u0639\u0646 \u0627\u0644\u0622\u062e\u0631. \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u064f\u063a\u0630\u064a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u0631\u0624\u0649 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0645\u0646 \u0627\u0644\u0633\u0648\u0642\u060c \u0628\u064a\u0646\u0645\u0627 \u062a\u064f\u0648\u0641\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0625\u0637\u0627\u0631 \u0648\u0627\u0644\u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0644\u0627\u0632\u0645\u064a\u0646 \u0644\u0644\u062c\u0647\u0648\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u0647\u0630\u0627 \u0627\u0644\u062a\u0646\u0627\u063a\u0645 \u064a\u062e\u0644\u0642 \u0646\u0638\u0627\u0645\u064b\u0627 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u064b\u0627 \u064a\u0645\u0643\u0651\u0646 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0645\u0646 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0641\u0648\u0642 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 (Hooley et al., 2008).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-1-\u0643\u064a\u0641-\u064a\u0648\u062c\u0647-\u0627\u0644\u062a\u0633\u0648\u064a\u0642-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\">2.1 \u0643\u064a\u0641 \u064a\u0648\u062c\u0647 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u061f<\/h4>\n\n\n\n<p>\u064a\u0639\u0645\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u062c\u0633\u0631 \u0628\u064a\u0646 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u0628\u064a\u0626\u062a\u0647\u0627 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062c\u0645\u0639 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0627\u0644\u0633\u0648\u0642\u060c \u064a\u064f\u0642\u062f\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0631\u0624\u0649 \u062d\u064a\u0648\u064a\u0629 \u062a\u064f\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064b\u0627 \u0644\u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0644\u064a\u0627. \u0647\u0630\u0647 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u0627 \u062a\u0642\u062a\u0635\u0631 \u0639\u0644\u0649 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0641\u062d\u0633\u0628\u060c \u0628\u0644 \u062a\u0645\u062a\u062f \u0644\u062a\u0634\u0645\u0644 \u0627\u0644\u0645\u0634\u0647\u062f \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0648\u0627\u0644\u0638\u0631\u0648\u0641 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0627\u0644\u0623\u0648\u0633\u0639 (Day, 1994).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u064a\u0648\u0641\u0631 \u0628\u064a\u0627\u0646\u0627\u062a \u062d\u064a\u0648\u064a\u0629 \u0644\u0635\u0646\u0639 \u0627\u0644\u0642\u0631\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u062d\u0644\u064a\u0644 PESTEL (Political, Economic, Social, Technological, Environmental, Legal):<\/strong> \u064a\u064f\u0645\u0643\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0645\u0646 \u0641\u0647\u0645 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0643\u0644\u064a\u0629 \u0627\u0644\u0645\u0624\u062b\u0631\u0629 \u0639\u0644\u0649 \u0628\u064a\u0626\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u062a\u0634\u0631\u064a\u0639\u0627\u062a \u0627\u0644\u062d\u0643\u0648\u0645\u064a\u0629 (\u0627\u0644\u0642\u0627\u0646\u0648\u0646\u064a\u0629)\u060c \u0623\u0648 \u0627\u0644\u062a\u062d\u0648\u0644\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 (\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629)\u060c \u0623\u0648 \u0638\u0647\u0648\u0631 \u062a\u0642\u0646\u064a\u0627\u062a \u062c\u062f\u064a\u062f\u0629 (\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629)\u060c \u0643\u0644\u0647\u0627 \u0628\u064a\u0627\u0646\u0627\u062a \u064a\u062c\u0645\u0639\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u062a\u0624\u062b\u0631 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 (Kotler &amp; Keller, 2016).<\/li>\n\n\n\n<li><strong>\u062a\u062d\u0644\u064a\u0644 SWOT (Strengths, Weaknesses, Opportunities, Threats):<\/strong> \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u062a\u064f\u062d\u062f\u062f \u0627\u0644\u0645\u0646\u0638\u0645\u0629 <strong>\u0627\u0644\u0641\u0631\u0635<\/strong> \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u063a\u0644\u0627\u0644\u0647\u0627 (\u0645\u062b\u0644 \u0641\u062c\u0648\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0623\u0648 \u0634\u0631\u0627\u0626\u062d \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0628\u0627\u0629) \u0648<strong>\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a<\/strong> \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0648\u0627\u062c\u0647\u0647\u0627 (\u0645\u062b\u0644 \u062f\u062e\u0648\u0644 \u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062c\u062f\u062f \u0623\u0648 \u062a\u063a\u064a\u0631 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643). \u0647\u0630\u0647 \u0627\u0644\u0631\u0624\u0649 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u062a\u064f\u062f\u0645\u062c \u0645\u0639 \u062a\u0642\u064a\u064a\u0645\u0627\u062a \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 (\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641) \u0644\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u062a\u063a\u0644 \u0627\u0644\u0642\u0648\u0649 \u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0648\u0627\u063a\u062a\u0646\u0627\u0645 \u0627\u0644\u0641\u0631\u0635 (Grant, 2016).<\/li>\n\n\n\n<li><strong>\u0642\u0648\u0649 \u0628\u0648\u0631\u062a\u0631 \u0627\u0644\u062e\u0645\u0633 (Porter\u2019s Five Forces):<\/strong> \u064a\u064f\u0633\u0627\u0639\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0641\u064a \u062a\u0642\u064a\u064a\u0645 \u0645\u062f\u0649 \u062c\u0627\u0630\u0628\u064a\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0648\u0634\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0644\u064a\u0644 \u0647\u0630\u0647 \u0627\u0644\u0642\u0648\u0649 (Porter, 1980):\n<ul class=\"wp-block-list\">\n<li><strong>\u0634\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0628\u064a\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0642\u0627\u0626\u0645\u0629:<\/strong> \u0641\u0647\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u062d\u0635\u0635\u0647\u0645 \u0627\u0644\u0633\u0648\u0642\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0641\u0627\u0648\u0636\u064a\u0629 \u0644\u0644\u0645\u0634\u062a\u0631\u064a\u0646:<\/strong> \u0645\u062f\u0649 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0639\u0644\u0649 \u0627\u0644\u0623\u0633\u0639\u0627\u0631 \u0648\u0627\u0644\u0634\u0631\u0648\u0637.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0641\u0627\u0648\u0636\u064a\u0629 \u0644\u0644\u0645\u0648\u0631\u062f\u064a\u0646:<\/strong> \u0645\u062f\u0649 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646 \u0639\u0644\u0649 \u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0645\u062f\u062e\u0644\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u062a\u0647\u062f\u064a\u062f \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0628\u062f\u064a\u0644\u0629:<\/strong> \u0627\u062d\u062a\u0645\u0627\u0644\u064a\u0629 \u0638\u0647\u0648\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u062e\u062f\u0645\u0627\u062a \u062a\u064f\u0634\u0628\u0639 \u0646\u0641\u0633 \u0627\u0644\u062d\u0627\u062c\u0629 \u0628\u0637\u0631\u0642 \u0645\u062e\u062a\u0644\u0641\u0629.<\/li>\n\n\n\n<li><strong>\u062a\u0647\u062f\u064a\u062f \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0646 \u0627\u0644\u062c\u062f\u062f:<\/strong> \u0633\u0647\u0648\u0644\u0629 \u0623\u0648 \u0635\u0639\u0648\u0628\u0629 \u062f\u062e\u0648\u0644 \u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062c\u062f\u062f \u0625\u0644\u0649 \u0627\u0644\u0635\u0646\u0627\u0639\u0629. \u062a\u0648\u0641\u0631 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0644\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0635\u0648\u0631\u0629 \u0648\u0627\u0636\u062d\u0629 \u0639\u0646 \u0627\u0644\u0645\u0634\u0647\u062f \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0645\u0646 \u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0623\u0643\u062b\u0631 \u0645\u0644\u0627\u0621\u0645\u0629 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-2-\u0643\u064a\u0641-\u062a\u0648\u062c\u0647-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u062a\u0633\u0648\u064a\u0642\">2.2 \u0643\u064a\u0641 \u062a\u0648\u062c\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u061f<\/h4>\n\n\n\n<p>\u0628\u064a\u0646\u0645\u0627 \u064a\u064f\u0642\u062f\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0631\u0624\u0649 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629\u060c \u062a\u064f\u0648\u0641\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0625\u0637\u0627\u0631 \u0627\u0644\u0634\u0627\u0645\u0644 \u0627\u0644\u0630\u064a \u064a\u064f\u0648\u062c\u0647 \u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0646\u062d\u0648 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0639\u0644\u064a\u0627 \u0644\u0644\u0645\u0646\u0638\u0645\u0629. \u0628\u062f\u0648\u0646 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0642\u062f \u062a\u062a\u0634\u062a\u062a \u062c\u0647\u0648\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u062a\u0635\u0628\u062d \u063a\u064a\u0631 \u0641\u0639\u0627\u0644\u0629\u060c \u0645\u0645\u0627 \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0625\u0647\u062f\u0627\u0631 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (Webster Jr., 1992).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u062d\u062f\u062f:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629:<\/strong> \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u0631\u0624\u064a\u062a\u0647\u0627\u060c \u062a\u064f\u062d\u062f\u062f \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0623\u0648 \u0634\u0631\u0627\u0626\u062d \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u062a\u064a \u0633\u062a\u064f\u0631\u0643\u0632 \u0639\u0644\u064a\u0647\u0627 \u062c\u0647\u0648\u062f\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u062f\u064a\u062f \u064a\u064f\u0639\u062f \u0642\u0631\u0627\u0631\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u064a\u0633\u0628\u0642 \u0623\u064a \u0646\u0634\u0627\u0637 \u062a\u0633\u0648\u064a\u0642\u064a. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u062f \u062a\u0642\u0631\u0631 \u0634\u0631\u0643\u0629 \u0627\u0633\u062a\u0647\u062f\u0627\u0641 \u0633\u0648\u0642 \u0641\u0627\u062e\u0631\u0629\u060c \u0645\u0645\u0627 \u064a\u064f\u0648\u062c\u0647 \u062c\u0645\u064a\u0639 \u062c\u0647\u0648\u062f\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0646\u062d\u0648 \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0641\u0627\u062e\u0631\u0629 \u0648\u0627\u0644\u0631\u0633\u0627\u0626\u0644 \u0627\u0644\u062a\u064a \u062a\u064f\u0628\u0631\u0632 \u0627\u0644\u062c\u0648\u062f\u0629 \u0648\u0627\u0644\u062a\u0645\u064a\u0632.<\/li>\n\n\n\n<li><strong>\u0646\u0648\u0639 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 (\u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629\u060c \u0627\u0644\u062a\u0645\u0627\u064a\u0632\u060c \u0627\u0644\u062a\u0631\u0643\u064a\u0632):<\/strong> \u062a\u064f\u062d\u062f\u062f \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 \u0643\u064a\u0641 \u0633\u062a\u064f\u0646\u0627\u0641\u0633 \u0641\u064a \u0627\u0644\u0633\u0648\u0642. \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u064a <strong>\u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 (Cost Leadership)<\/strong>\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u064f\u0631\u0643\u0632 \u0639\u0644\u0649 \u0625\u0628\u0631\u0627\u0632 \u0627\u0644\u0642\u064a\u0645\u0629 \u0645\u0642\u0627\u0628\u0644 \u0627\u0644\u0633\u0639\u0631. \u0623\u0645\u0627 \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u064a <strong>\u0627\u0644\u062a\u0645\u0627\u064a\u0632 (Differentiation)<\/strong>\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u064f\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0636\u0627\u0641\u0629 \u0644\u0644\u0645\u0646\u062a\u062c. \u0648\u0625\u0630\u0627 \u0643\u0627\u0646\u062a <strong>\u0627\u0644\u062a\u0631\u0643\u064a\u0632 (Focus)<\/strong>\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u064a\u064f\u0648\u062c\u0647 \u0631\u0633\u0627\u0626\u0644\u0647 \u0648\u0623\u0646\u0634\u0637\u062a\u0647 \u0628\u062f\u0642\u0629 \u0646\u062d\u0648 \u0627\u0644\u0634\u0631\u064a\u062d\u0629 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629 (Porter, 1985).<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0631\u0633\u0627\u0626\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u0645\u0646\u0627\u0633\u0628\u0629:<\/strong> \u062a\u064f\u062d\u062f\u062f \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0627\u0644\u0646\u0628\u0631\u0629 \u0648\u0627\u0644\u062c\u0648\u0647\u0631 \u0648\u0627\u0644\u0631\u0633\u0627\u0644\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u064a\u062c\u0628 \u0623\u0646 \u062a\u0646\u0642\u0644\u0647\u0627 \u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u064a\u062c\u0628 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0647\u0630\u0647 \u0627\u0644\u0631\u0633\u0627\u0626\u0644 \u0645\u062a\u0633\u0642\u0629 \u0645\u0639 \u0627\u0644\u0635\u0648\u0631\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0627\u0644\u062a\u064a \u062a\u0631\u063a\u0628 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0641\u064a \u062a\u0642\u062f\u064a\u0645\u0647\u0627 \u0639\u0646 \u0646\u0641\u0633\u0647\u0627 \u0648\u0645\u0639 \u0648\u0639\u0648\u062f\u0647\u0627 \u0644\u0639\u0645\u0644\u0627\u0626\u0647\u0627. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0644\u0627 \u064a\u0645\u0643\u0646 \u0644\u0634\u0631\u0643\u0629 \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u0627\u0644\u062a\u0645\u0627\u064a\u0632 \u0623\u0646 \u062a\u064f\u0631\u0633\u0644 \u0631\u0633\u0627\u0626\u0644 \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u062a\u064f\u0631\u0643\u0632 \u0641\u0642\u0637 \u0639\u0644\u0649 \u0627\u0644\u0633\u0639\u0631 \u0627\u0644\u0645\u0646\u062e\u0641\u0636.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-3-\u062a\u062d\u0644\u064a\u0644-stp-segmentation-targeting-positioning-\u0643\u0645\u062b\u0627\u0644-\u0639\u0644\u0649-\u0627\u0644\u062a\u0643\u0627\u0645\u0644\">2.3 \u062a\u062d\u0644\u064a\u0644 STP (Segmentation, Targeting, Positioning) \u0643\u0645\u062b\u0627\u0644 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u0627\u0645\u0644<\/h4>\n\n\n\n<p>\u064a\u064f\u0639\u062f \u062a\u062d\u0644\u064a\u0644 <strong>STP (\u0627\u0644\u062a\u062c\u0632\u0626\u0629\u060c \u0627\u0644\u0627\u0633\u062a\u0647\u062f\u0627\u0641\u060c \u0627\u0644\u062a\u0645\u0648\u0636\u0639)<\/strong> \u0645\u062b\u0627\u0644\u0627\u064b \u062c\u0648\u0647\u0631\u064a\u064b\u0627 \u064a\u0648\u0636\u062d \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0627\u0644\u062a\u0643\u0627\u0645\u0644\u064a\u0629 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629. \u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0623\u0646\u0647 \u064a\u064f\u0646\u0638\u0631 \u0625\u0644\u064a\u0647 \u0639\u0627\u062f\u0629\u064b \u0639\u0644\u0649 \u0623\u0646\u0647 \u0623\u062f\u0627\u0629 \u062a\u0633\u0648\u064a\u0642\u064a\u0629\u060c \u0625\u0644\u0627 \u0623\u0646 \u0643\u0644 \u062e\u0637\u0648\u0629 \u0641\u064a\u0647 \u062a\u0646\u0637\u0648\u064a \u0639\u0644\u0649 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0645\u064a\u0642\u0629 \u062a\u064f\u062d\u062f\u062f \u0645\u0633\u0627\u0631 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 (Kotler &amp; Keller, 2016):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u062c\u0632\u0626\u0629 (Segmentation):<\/strong> \u062a\u062a\u0636\u0645\u0646 \u062a\u0642\u0633\u064a\u0645 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0643\u0644\u064a \u0625\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0627\u062a \u0645\u062a\u062c\u0627\u0646\u0633\u0629 \u0645\u0646 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 (\u0634\u0631\u0627\u0626\u062d) \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u062e\u0635\u0627\u0626\u0635 \u0645\u0634\u062a\u0631\u0643\u0629 (\u0645\u062b\u0644 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u064a\u0645\u0648\u063a\u0631\u0627\u0641\u064a\u0629\u060c \u0627\u0644\u062c\u063a\u0631\u0627\u0641\u064a\u0629\u060c \u0627\u0644\u0646\u0641\u0633\u064a\u0629\u060c \u0623\u0648 \u0627\u0644\u0633\u0644\u0648\u0643\u064a\u0629). \u0647\u0630\u0627 \u0627\u0644\u0642\u0631\u0627\u0631 \u0644\u064a\u0633 \u062a\u0633\u0648\u064a\u0642\u064a\u064b\u0627 \u0628\u062d\u062a\u064b\u0627\u061b \u0628\u0644 \u0647\u0648 <strong>\u0642\u0631\u0627\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u064a\u062d\u062f\u062f \u0627\u0644\u0623\u0633\u0633 \u0627\u0644\u062a\u064a \u0633\u062a\u064f\u0628\u0646\u0649 \u0639\u0644\u064a\u0647\u0627 \u0639\u0631\u0648\u0636 \u0627\u0644\u0642\u064a\u0645\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629<\/strong>. \u0647\u0644 \u0633\u062a\u064f\u062e\u062f\u0645 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0633\u0648\u0642\u064b\u0627 \u062c\u0645\u0627\u0647\u064a\u0631\u064a\u0629 \u0623\u0645 \u0633\u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0634\u0631\u0627\u0626\u062d \u0645\u062d\u062f\u062f\u0629\u061f \u0647\u0630\u0627 \u0627\u0644\u0627\u062e\u062a\u064a\u0627\u0631 \u064a\u0624\u062b\u0631 \u0639\u0644\u0649 \u062c\u0645\u064a\u0639 \u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0648\u0627\u0644\u0625\u0646\u062a\u0627\u062c.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0627\u0633\u062a\u0647\u062f\u0627\u0641 (Targeting):<\/strong> \u0628\u0639\u062f \u0627\u0644\u062a\u062c\u0632\u0626\u0629\u060c \u062a\u064f\u062d\u062f\u062f \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0623\u064a \u0645\u0646 \u0647\u0630\u0647 \u0627\u0644\u0634\u0631\u0627\u0626\u062d \u0633\u062a\u064f\u0631\u0643\u0632 \u0639\u0644\u064a\u0647\u0627 \u062c\u0647\u0648\u062f\u0647\u0627. \u064a\u064f\u0639\u062f \u0627\u062e\u062a\u064a\u0627\u0631 \u0627\u0644\u0634\u0631\u064a\u062d\u0629 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629 <strong>\u0642\u0631\u0627\u0631\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u0628\u0627\u0644\u063a \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u064a\u062d\u062f\u062f \u0645\u0646 \u0647\u0645 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0648\u0646 \u0644\u0644\u0645\u0646\u0638\u0645\u0629<\/strong>. \u064a\u062a\u0637\u0644\u0628 \u0647\u0630\u0627 \u0627\u0644\u0642\u0631\u0627\u0631 \u062a\u0642\u064a\u064a\u0645 \u062c\u0627\u0630\u0628\u064a\u0629 \u0643\u0644 \u0634\u0631\u064a\u062d\u0629 (\u062d\u062c\u0645\u0647\u0627\u060c \u0646\u0645\u0648\u0647\u0627\u060c \u0631\u0628\u062d\u064a\u062a\u0647\u0627) \u0648\u0645\u062f\u0649 \u062a\u0648\u0627\u0641\u0642\u0647\u0627 \u0645\u0639 \u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u0645\u0648\u0627\u0631\u062f\u0647\u0627 (Hooley et al., 2008). \u0647\u0644 \u062a\u0645\u062a\u0644\u0643 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0644\u0627\u0632\u0645\u0629 \u0644\u062e\u062f\u0645\u0629 \u0647\u0630\u0647 \u0627\u0644\u0634\u0631\u064a\u062d\u0629 \u0628\u0641\u0639\u0627\u0644\u064a\u0629 \u0623\u0643\u0628\u0631 \u0645\u0646 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u061f<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0645\u0648\u0636\u0639 (Positioning):<\/strong> \u064a\u062a\u0636\u0645\u0646 \u0625\u0646\u0634\u0627\u0621 \u0635\u0648\u0631\u0629 \u0648\u0627\u0636\u062d\u0629 \u0648\u0645\u0645\u064a\u0632\u0629 \u0644\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0629 \u0641\u064a \u0623\u0630\u0647\u0627\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u064a\u0646 \u0645\u0642\u0627\u0631\u0646\u0629\u064b \u0628\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646. \u064a\u064f\u0639\u062f \u0627\u0644\u062a\u0645\u0648\u0636\u0639 <strong>\u0642\u0631\u0627\u0631\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u064a\u062d\u062f\u062f \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0641\u0631\u064a\u062f\u0629 \u0644\u0644\u0645\u0646\u0638\u0645\u0629<\/strong> \u0648\u0643\u064a\u0641 \u0633\u062a\u064f\u0642\u062f\u0645 \u0647\u0630\u0647 \u0627\u0644\u0642\u064a\u0645\u0629. \u0625\u0646\u0647 \u064a\u062a\u0639\u0644\u0642 \u0628\u0643\u064a\u0641\u064a\u0629 \u0631\u063a\u0628\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0641\u064a \u0623\u0646 \u064a\u064f\u0646\u0638\u0631 \u0625\u0644\u064a\u0647\u0627 \u0645\u0646 \u0642\u0628\u0644 \u0639\u0645\u0644\u0627\u0626\u0647\u0627. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0647\u0644 \u062a\u0631\u064a\u062f \u0623\u0646 \u062a\u064f\u0639\u0631\u0641 \u0643\u0623\u0642\u0644 \u0633\u0639\u0631\u060c \u0623\u0648 \u0643\u0627\u0644\u0623\u0643\u062b\u0631 \u062c\u0648\u062f\u0629\u060c \u0623\u0648 \u0643\u0627\u0644\u0623\u0643\u062b\u0631 \u0627\u0628\u062a\u0643\u0627\u0631\u064b\u0627\u061f \u0647\u0630\u0627 \u0627\u0644\u062a\u0645\u0648\u0636\u0639 \u064a\u064f\u0648\u062c\u0647 \u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 (\u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0627\u0644\u0633\u0639\u0631\u060c \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u060c \u0627\u0644\u0645\u0643\u0627\u0646) \u0644\u062a\u0639\u0632\u064a\u0632 \u0647\u0630\u0647 \u0627\u0644\u0635\u0648\u0631\u0629 (Ries &amp; Trout, 2001).<\/li>\n<\/ul>\n\n\n\n<p>\u0625\u0646 \u062a\u062d\u0644\u064a\u0644 STP \u0644\u064a\u0633 \u0645\u062c\u0631\u062f \u0623\u062f\u0648\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u062a\u0643\u062a\u064a\u0643\u064a\u0629\u060c \u0628\u0644 \u0647\u064a <strong>\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u062d\u062f\u062f \u0645\u0648\u0642\u0639 \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642<\/strong> \u0648\u062a\u064f\u0633\u0647\u0645 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0641\u064a <strong>\u0628\u0646\u0627\u0621 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629<\/strong> (Morgan et al., 2015). \u0625\u0646\u0647 \u064a\u064f\u062c\u0633\u062f \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0628\u064a\u0646 \u0641\u0647\u0645 \u0627\u0644\u0633\u0648\u0642 (\u0627\u0644\u062a\u0633\u0648\u064a\u0642) \u0648\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0641\u0648\u0642 (\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0627\u0644\u062e\u0627\u062a\u0645\u0629\">\u0627\u0644\u062e\u0627\u062a\u0645\u0629:<\/h2>\n\n\n\n<p>\u0645\u0646 \u062c\u0648\u0644\u062a\u0646\u0627 \u0641\u064a \u0645\u0641\u0627\u0647\u064a\u0645 \u0623\u0633\u0627\u0633\u064a\u0629 \u062d\u0648\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0628\u0631\u0632 \u0623\u0645\u0627\u0645\u0646\u0627  \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629 \u0648\u0627\u0644\u062a\u0643\u0627\u0645\u0644\u064a\u0629 \u0628\u064a\u0646\u0647\u0645\u0627\u060c \u0648\u0647\u064a \u0646\u0642\u0627\u0637 \u0645\u062d\u0648\u0631\u064a\u0629 \u0644\u0646\u062c\u0627\u062d \u0623\u064a \u0645\u0646\u0638\u0645\u0629 \u0641\u064a \u0628\u064a\u0626\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u062a\u0637\u0648\u0631 \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642:<\/strong> \u0628\u062f\u0623 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0648\u0638\u064a\u0641\u0629 \u0628\u064a\u0639 \u0648\u062a\u0631\u0648\u064a\u062c\u060c \u0644\u0643\u0646\u0647 \u062a\u0637\u0648\u0631 \u0644\u064a\u0635\u0628\u062d \u0641\u0644\u0633\u0641\u0629 \u0634\u0627\u0645\u0644\u0629 \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 <strong>\u062e\u0644\u0642 \u0627\u0644\u0642\u064a\u0645\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639<\/strong>\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0641\u0647\u0645 \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0627\u0644\u0631\u063a\u0628\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0643\u0639\u0644\u0645 \u0648\u0641\u0646:<\/strong> \u064a\u064f\u0639\u062f \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0645\u0632\u064a\u062c\u064b\u0627 \u0641\u0631\u064a\u062f\u064b\u0627 \u0645\u0646 <strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0628\u0646\u064a \u0639\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a<\/strong> (\u0627\u0644\u0639\u0644\u0645) \u0648<strong>\u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0641\u064a \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0648\u0628\u0646\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a<\/strong> (\u0627\u0644\u0641\u0646)\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0651\u0646\u0647 \u0645\u0646 \u062a\u062d\u0642\u064a\u0642 \u0646\u062a\u0627\u0626\u062c \u0645\u0644\u0645\u0648\u0633\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0643\u0623\u062f\u0627\u0629 \u062a\u0646\u0641\u064a\u0630\u064a\u0629:<\/strong> \u062a\u064f\u0634\u0643\u0644 \u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (\u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0627\u0644\u0633\u0639\u0631\u060c \u0627\u0644\u0645\u0643\u0627\u0646\u060c \u0627\u0644\u062a\u0631\u0648\u064a\u062c\u060c \u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0627\u0644\u0623\u0634\u062e\u0627\u0635\u060c \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a\u060c \u0648\u0627\u0644\u062f\u0644\u064a\u0644 \u0627\u0644\u0645\u0627\u062f\u064a \u0644\u0644\u062e\u062f\u0645\u0627\u062a) <strong>\u0623\u062f\u0648\u0627\u062a \u0639\u0645\u0644\u064a\u0629 \u0644\u062a\u0631\u062c\u0645\u0629 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0625\u0644\u0649 \u0648\u0627\u0642\u0639<\/strong>.<\/li>\n\n\n\n<li><strong>\u062c\u0630\u0648\u0631 \u0648\u062a\u0637\u0648\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629:<\/strong> \u0646\u0634\u0623\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0642 \u0627\u0644\u0639\u0633\u0643\u0631\u064a \u0643\u0641\u0646 \u0644\u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062c\u064a\u0648\u0634\u060c \u062b\u0645 \u0627\u0646\u062a\u0642\u0644\u062a \u0644\u062a\u0635\u0628\u062d <strong>\u0625\u0637\u0627\u0631\u064b\u0627 \u0634\u0627\u0645\u0644\u0627\u064b \u0644\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0645\u062f\u0649<\/strong>\u060c \u0648\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f\u060c \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u062d\u062a\u0645\u064a:<\/strong> \u0644\u0627 \u064a\u0645\u0643\u0646 \u0641\u0635\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0646 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629. \u0641\u0627\u0644\u062a\u0633\u0648\u064a\u0642 <strong>\u064a\u064f\u063a\u0630\u064a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0627\u0644\u0631\u0624\u0649 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0627\u0644\u062d\u064a\u0648\u064a\u0629<\/strong> (\u0645\u062b\u0644 \u062a\u062d\u0644\u064a\u0644\u0627\u062a PESTEL \u0648SWOT \u0648\u0642\u0648\u0649 \u0628\u0648\u0631\u062a\u0631)\u060c \u0628\u064a\u0646\u0645\u0627 \u062a\u064f\u0648\u0641\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 <strong>\u0627\u0644\u0625\u0637\u0627\u0631 \u0648\u0627\u0644\u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0644\u0627\u0632\u0645\u064a\u0646 \u0644\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629<\/strong> (\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629\u060c \u0648\u0646\u0648\u0639 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\u0648\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0627\u0644\u064a \u0644\u0644\u0645\u0646\u0638\u0645\u0629.<\/li>\n<\/ul>\n\n\n\n<p>\u0625\u0646 \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u064a\u064f\u0639\u062f \u0623\u0633\u0627\u0633\u064b\u0627 \u0644\u0627 \u063a\u0646\u0649 \u0639\u0646\u0647 \u0644\u0623\u064a \u0642\u0627\u0626\u062f \u0623\u0648 \u0645\u0645\u0627\u0631\u0633 \u064a\u0633\u0639\u0649 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0645\u064a\u0632 \u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u060c \u0648\u0647\u0648 \u0645\u0627 \u0633\u064a\u0645\u0647\u062f \u0644\u0646\u0627 \u0627\u0644\u0637\u0631\u064a\u0642 \u0644\u0641\u0647\u0645 \u0623\u0639\u0645\u0642 \u0644\u0645\u0641\u0647\u0648\u0645 <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/strong> \u0627\u0644\u0630\u064a \u0633\u0646\u062a\u0646\u0627\u0648\u0644\u0647 \u0641\u064a \u0627\u0644\u0645\u062d\u0627\u0636\u0631\u0627\u062a \u0627\u0644\u0644\u0627\u062d\u0642\u0629.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>\u0627\u0643\u062a\u0634\u0641 \u0645\u0641\u0627\u0647\u064a\u0645 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0647\u0630\u0647 \u0627\u0644\u0645\u062d\u0627\u0636\u0631\u0629 \u0627\u0644\u062a\u0645\u0647\u064a\u062f\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0639\u062f \u062e\u0637\u0648\u0629 \u0623\u0648\u0644\u0649 \u0646\u062d\u0648 \u0641\u0647\u0645 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0648\u062a\u062d\u0642\u064a\u0642 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