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g. CaCaniZe, q. nanobaSvili

biznes-komunikacia

`teqnikuri universiteti”@

saqarTvelos teqnikuri universiteti

g. CaCaniZe, q. nanobaSvili

biznes-komunikacia

damtkicebulia stu-s
saredaqcio-sagamomcemlo
sabWos mier

Tbilisi
2009

wigni rekomendebulia saxelmZRvanelod
marTvis
avtomatizebuli
sistemebis
profesiuli
swavlebis
studentebisTvis.
saxelmZRvaneloSi sistemurad aris gadmocemuli
biznes-komunikaciis problemebis meTodologia da komunikaciuri efeqturobis amaRlebis praqtikuli xerxebi.
kerZod, SemoTavazebulia is masala, romelic xels Seuwyobs: biznesSi efeqturi komunikaciebis ganxorcielebas;
komunikaciis meToduri da organizaciuli safuZvlebis
Seswavlas; biznes-komunikaciebis farTo diapazonis gamoyenebis unar-Cvevebis gamomuSavebas zepirsityvieri da weriTi
formiT, pirovnebaTSorisi da koleqtiuri urTierTobis
procesSi; lingvisturi da fsiqologiuri safuZvlebis
Seswavlas, rac safuZvlad udevs warmatebul komunikaciebs
biznesSi.
garda aRniSnulisa, studentebi Seiswavlian rogor
daiwyon biznesi, biznes-gegmis Sedgenis Tanamimdevrobas,
sainvesticio da safinanso analizs, Sesabamisi nebarTvebis,
licenziebis, organizaciul-samarTsamarTlebrivi formebisa da biznes-saqmianobis registrirebis sakiTxebs.

recenzenti r. samxaraZe

© sagamomcemlo saxli ,,teqnikuri universiteti’’, 2009
ISBN 978-9941-14-511-7
http://www.gtu.ge/publishinghouse/
yvela ufleba daculia. am wignis arc erTi nawili (iqneba es teqsti, foto,
ilustracia Tu sxva) aranairi formiT da saSualebiT (iqneba es eleqtronuli Tu
meqanikuri), ar SeiZleba gamoyenebul iqnas gamomcemlis werilobiTi nebarTvis
gareSe.
saavtoro uflebebis darRveva isjeba kanoniT.

Sinaarsi
Tavi I
biznes-komunikaciis ZiriTadi
aspeqtebi
1.1. biznes-komunikaciis aqtualuri sakiTxi
1.2. komunikaciis procesi da misi mniSvneloba
marTvis efeqturobisaTvis
1.3.
saqmiani
eTiketi
(etiketi),
saqmiani
eTiketis zogadi cnebebi
1.4. saqmiani eTiketis formebi da Sinaarsi,
biznesmenis garegnoba
1.5. satelefono saubrebi, saqmiani mimowerebi
1.6.
saqmiani
adamianis
qcevis
normebi
restoranSi
1.7. saqmiani
urTierToba,
molaparakebis
warmarTvis ganmsazRvreli faqtorebi.
1.8. klientebi da maTi identificireba
1.9. biznes-komunikaciebi da biznes-modelebi,
rogorc internetis ZiriTadi arsi

Tavi II
biznes-dagegmareba. biznes-gegmis
Sedgenisa da analizis Teoriuli
safuZvlebi

Tavi III
biznes-gegmis Sedgenisa da
analizis praqtikuli realizeba
kvebis obieqtis magaliTze
3.1.

gegmis
mizani,
obieqtis
aRwera,
gasaRebis gegma, produqtis aRwera.

3.2.
3.3.

investiciis gegma da warmoebis gegma
finansuri gegma

Tavi IV
nebarTvebi, licenziebi,
organizaciul-samarTlebrivi
formebi, registrireba
4.1.
nebarTvebi da licenziebi
4.2.
biznesis
warmoebis
organizaciulsamarTsamarTlebrivi formebi
4.3.
registraciis vada da safasuri
4.4. sawarmoos registrireba

2.1.

biznes-dagegmarebis
Teoriuli
safuZvlebi. biznes-gegmis mizani da
amocanebi.
2.2.
biznes-gegmis
klasificireba
da
struqtura. biznes-dagegmarebaSi ekonomikuri
angariSi
2.3.
investiciuri
biznbes-proeqtis
efeqturoba
2.4.
biznes-dadegmarebis
procesis
mniSvneloba. aqtivebisa da pasivebis
balansis prognozireba

3

4

safuZvlebi.

winasityvaoba
saqarTvelos
maT

Soris

umaRles

saswavleblebSi,
universitetSic,

SemoRebulia profesiuli swavleba sxvadasxva
faqtiurad,

es

aris

axali

saganmanaTleblo mimarTuleba da warmoadgens
adre

arsebuli

saswavleblebis
aseTi

tipis

profesiuli

Tvisebrivad
swavleba

radgan

gadaces

erTdroulad

profesiul
msmenels

ramdenime

rogoricaa:

axal

SevadaroT
formas,
swavlebas

zogadi
iseT

sainformacio

teqnologiebi,

safexurs.

swavlebis

Tanamedrove

moeTxoveba

teqnikuri

SeiZleba

interdisciplinaruli

codna
saganSi,

sistemebi

informatika,

da

kompiuteruli

buRalteria, saofiso programebi, sakomunikacio
saSualebebi,

biznesis

bolos,

metad

rac

urTierTobebis
komunikaciuri

marTvis

sakiTxebi

niSandoblivia

ganviTarebis

_

da

saqmiani

unar-Cvevebi

kompetenturobis

Cvens

SemTxvevaSi

anu

elementaruli

unda iTqvas, rom sazRvargareTis ramdenime
umaRles saswavlebelSi am bolo wlebSi Seiqmna
komunikaciebis

fakultetebic

farTovdeba

kvleviTi

ki.

dRiTi-dRe

programebi,

rac

dakavSirebulia biznesis, sawarmoo, politikuri,
saganmanaTleblo,

socialuri

sferos,

urTierTobaTa Taviseburebebis kvlevasTan. yvela
es

mimarTuleba

mWidrod

aris

dakavSirebuli

Tanamedrove sazogadoebis informaciuli nakadiT
uzrunvelyofaze,
rogorc

rac

piradi

unda

aseve

ganxorcieldes,

globaluri

masStabiT,

rogorc tradiciuli (zepirsityvieri, beWdviTi)
aseve

Tanamedrove

(telexedva,

interneti)

saSualebebis gamoyenebiT.
nebismieri
sainformacio

profilis
da

specialistisaTvis,

sakomunikacio

saSualebebi

warmoadgens im Teoriul da praqtikul RerZs,
romlis irgvliv aris ganlagebuli biznesis,
ekonomikuri, warmoebis, kulturis, ekologiuri,
samedicino,
energetikuli,

5

ukanaskneli

moiazreba, rogorc biznes-komunikaciebi.

teqnikur

specialobaSi.

es

soflis

meurneobis,

politikuri,
6

saTbob-

socialuri,

safinanso, samecniero, saganmanaTleblo da a. S.,
codnis bazebi.

aucilebelia,

icnobdes

sainformacio-sakomunmikacio
koncefciebs,

dawerilia

im

leqciis

kursis silabusis mixedviT, romelic Sedgenilia

nebismieri specialobis warmomadgenlisaTvis

saxelmZRvanelo

ZiriTad

Teoriebsa

flobdes

da

wignis

avtorebis

saqarTvelos

mier

da

teqnikuri

damtkicebulia
universitetis

informatikis fakultetis sabWos mier.

sainformacio-

wignSi

Setanili

masala

moZiebulia

sakomunmikacio reklamebis Seqmnis unar-Cvevebs,

sxvadasxva saitze da gadamuSavebulia sasurvel

SeeZlos maTi praqtikuli gamoyeneba.

formaSi. zogierTi masala warmoadgens avtorTa

Tu gaviTvaliswinebT aRniSnul moTxovnebs,
davaskvniT, rom praqtikulad, dRes ar arsebobs
saxelmZRvanelo,

sadac

zogadad

gadmocemuli

sakomunikacio

mainc

mier

wlebis

ganmavlobaSi

samecniero-pedagogiuri moRvaweobis Sedegs.

iqneba

saSualebebis

koncefcia, terminebi, misi ganviTarebis istoria
da komunikaciuri procesebis modelebi.
wignis

daniSnulebaa

daexmaros

studentebs warmodgena iqonion sakomunikacio
saSualebebis

Taviseburebebze,

gaerkvnen

zepirsityvieri da araverbaluri komunikaciebis
saxesxvaobebSi,
Teoria

gamoiyenon

sxvadasxva

komunikaciebis

RonisZiebebSi

(pres-

konferenciebi, seminerebi, gamofenebi, saubrebi,
saqmiani Sexvedrebi da sxv.) da pirad praqtikul
moRvaweobaSi (biznesSi, menejmentSi da sxv.).
7

dagrovili

8

cxadia, pirveli sakomunukacio saSualeba

I Tavi
biznes-komunikaciis ZiriTadi

adamianisaTvis
gacvla

aspeqtebi

iyo

sityvebis

unda iTqvas, rom
1.1. biznes-komunikaciis aqtualuri sakiTxi
B
warmoadgens

biznesis

xelmZRvanelis an TviTon biznesis mflobelis
_

biznesmenis

saqmianobas,

Tu

yoveldRiur
rogor

mniSvnelovan

miiRos

TanamSromeli

samsaxurSi, rogor warmarTos sxvadasxva saxis
Sekrebebi,

rogori

codniT

da

wignierebiT

Seadginos biznes-angariSi, rogor airCios ufro
efeqturi

korporaciuli

struqtura,

rogor

daicvas biznesis eTika da saqmiani urTierTobis
(mimowerebi,

saubrebi

sa

sxv.)

dadgenili

normebi, rogor moiqces SromiTi konfliqtebis
dros da a.S. es da kidev mravali sxva aspeqti
warmoadgens
funqcias

biznes-komunikaciis
da

ganxorcieleba
masze,

Tu

am

funqciis

mTlianad

rogor

flobs

komunikaciis kulturas.

aris

ZiriTad
efeqturad

damokidebuli,

biznesmeni

metyveleba

Soris.

Jestebis

saSualebiT.

informaciis gacvla-gamocvla
daqveiTebul

SemdgomSi,

mohyva

iseTi

rogoricaa

anu

yru-munjTa

damwerlobis
sakomunikacio

werili.

rac

SemoRebas
saSualeba

Seexeba

telefons,

sabeWd manqanebs da telegrafs, es yvelaferi
teqnikuri evoluciis SenaZenia da ise farTod
damkvidrda sakomunikacio saSualebis nusxaSi,
dResac ki Seucvlel saSualebebad gvevlineba.
am saSualebebma mxolod teqnikuri cvlilebebi
ganicada
agrZelebs

da

ufro

srulyofili

funqcionirebas.

Tanamedrove

rac

sakomunikacio

saxiT
Seexeba

sistemebs,

teqnologiebs da saSualebebs, am rolSi axla
ukve

gvevlineba

funqciebiT,

interneti

rac

Tavisi

Tanamedrove

yvela

im

sainformacio

sistemebis da teqnologiebs Tanamgzavria.

biznes-

sakomunikacio
aseTi

9

an/da

pirispir

Jestebis saSualebiT dResac aqtualuria smena
da

biznes-komunikacia

informaciis

maRali

sistemebis

donis
10

ganviTarebis

miuxedavad,

ofisebis

(dawesebulebaTa)
aRWurva

anu

sakomunikacio

meqanizeba

daiwyo

saSualebebiT

Soris sakomunikacio urTierToba da nel-nela

XIX

gaCnda

saukunis

axali,

manmade

ofisisaTvis

`ucxo~

meore naxevarSi. Tavidan Kkalami da qaRaldi

specialoba, egreT wodebuli `TeTr xelebiani~

warmoadgenda

mosamsaxureebi, romlebic emsaxurebodnen axali

sakomunikacio

saqmianobis

ZiriTad damxmare instrumentebs. Uunda iTqvas,
rom

nawilobriv

daukargavT
aqtualuri

am

nivTebs

aqtualuroba
darCeba,

magram,

arc

axla

da

kvlavac

maTi

moxmarebis

funqcia sagrZnoblad Seicvleba.
mowyobilobebma

ofisebSi

TavianTi

mowyobilobebi

daiWires

adgili.

iyo:

60-iani
daiwyo

sabeWdi

AaseTi
manqanebi,

wlebis

SuaSi

kompiuteris

arnaxuli

gamoyeneba.

tempiT

Mmsxvili

konpaniebis umravlesoba kompiuterebs iyenebda
iseTi

XX saukunis 50-ian wlebSi mTelma rigma
meqanizebulma

gamogonebis funqcionirebas ofisebSi.

samuSaos

monacemebis

Casatareblad,

damuSaveba

angariSebis

rogoricaa

xelfasebis

Sedgena-beWdva,

gasacemad,

invetarizeba,

angariSfaqturebis kontroli da sxv. Nnel-nela
gamoCnda

iseTi

saSualebebic,

romlebic

satelefono aparatebi, avtomaturi telefonebi,

anxorcielebdnen Sori manZilidan informaciis

eleqtronuli

miReba-gadacemis funqcias. aseT mowyobilobebs

sabeWdi

gadamRebi

mowyobilobebi,

aparatebi,

kalkulatorebi,

diqtofonebi,

aslis

ariTmometrebi,

distanciuri

magnitofonebi,

ZiriTadi Semadgeneli nawili iyo klaviatura

informaciis perfobaraTebsa da perfolentebze

an

damuSavebis

am

terminalebi

winsvla

funqciebiT,

mowyobilobebi

mowyobilobebma
moaxdines

didi

da

a.S.

evoluciuri

ofisebs

Soris

ganviTarebis

procesSi,

mniSvnelovnad

gafarTovda
11

komunikaciis
kerZod

ki,

organizaciebs

teletaipi.

terminalebi

faqtiurad,
ra

Tqma

faqtiurad,

ewodaT,

romelTa

aseTi

distanciuri

unda

SezRuduli

Sinaarsobrivad

warmoadgens internetis winamorbeds.
70-ian wlebis dasawyisSi bazarze gamoCnda
axali sakomunikacio

saSualebis simravle: mini12

kompiuterebi,

eleqtronuli

komutatorebi,

kalkulatorze

an

kompiuteris

saSualebiT;

teqnikuri redaqtorebi da bolos, 70-iani wlebis

qmnian

dasaruls

saqaRaldeebSi an kompiuterSi da a.S. magram,

ofisebSi

gaCnda

mikrokomputerebi.

sainformacio

monacemebis

bazebs

yovelive aman safuZveli daudo sainformacio

yovelive

teqnologiebis farTo ganviTarebas da TiTqmis

Tanavedrove sainformacio teqnologiebisa da

aRar

sakomunikacio sistemebis uSualo gamoyenebiT.

darCa

ofisi,

sadac

personaluri kompiuteri
faqsimiluri
niSnavs:
misT.

zust

fotomeqanikuri
rTuli

laTinuri

sabuTis,

pirs,

da

sakomunikacio

xelmoweris

da

rogorc

gadaRebulia

aparati,

fotoaslebis

eleqtronuli

fosta

specialuri satelefono sistemebiT.
miuxedavad
sistemebis
ofisis

teqnikisa

iseTi

keTdeba

mxolod

Tanamedrove

sityvaa

romelic

wesiT)

manqanebi,

gamoiyeneboda

(pk), aslebis aparati,

(faqsimile

xelnaweris,

ar

es

mxolod

sainformacio

teqnologiebis

mamakacebi,

programistebi,

da

da

momxmarebelia,

aseve

qalbatonebi;

inJinrebi,

moswavleebi,

studentebi, mkvlevarebi, mecnierebi, biznesmenebi,
firmebis

mmarTvelebi,

menejerebi

da

a.S.

kompiuterebis saSualebiT awarmoeben angariSebs;

da

sainformacio

amuSaveben da qmnian monacemTa bazebs; adgenen

warmatebuli

ganviTarebisa,

gegmebs

Sinaarsobrivi

forma

ar

Secvlila.

da

globalur

proeqtebs;

qmnian

sakomunikacio

lokalur

qselebs;

da

swavloben

dResac, Tanamedrove ofisSi igive samuSaoebi

safondo birJis da sabazro ekonomikis situaciebs;

mimdinareobs,

qmnian sabrokero terminalebs da a.S.

rac

mimdinareobda

Tundac

50

wlis win. Oofisis muSakebi ofisSi kiTxuloben;

Tu

kargad

weren qaRaldze an krefen teqsts kompiuterSi

informacias,

Sesatanad;

davyoT

axarisxeben

werilebs;

esaubrebian

erTmaneTs pirispir, telefoniT an internetiT;
beWdaven;

asruleben

sxvadasxva
13

(industria

gavaanalizebT

SeiZleba

sam

`saofise

periodad:

laTinuri

14

moyvanil
istoria~

industriamdeli

sityvaa

gamoTvlebs,

aq

da

niSnavs:

saqmianobas,

samanqano

teqnikiT

aRWurvili

mniSvneloba marTvis efeqturobisaTvis

saqmianoba), industriuli, sainformacio.
cxadia,
sainformacio

axla

Cven

saukuneSi.

wina

1.2. komunikaciis procesi da misi

vcxovrobT
or

periodSi

mkvlevarebis

mier

Catarebuli

analizis

samuSaos warmoeba mTlianad iyo damokidebuli

safuZvelze dadginda, rom ofisis xelmZRvaneli

muSakTa

Tavisi samuSao

drois 50 _ 90%-s xarjavs

komunikaciebze,

anu

xarisxze,

rTuli

teqnikisa

da

sistemuri meTidebis gamoyenebis gareSe.
sainformacio
safexuria

da

epoqa

ofisis

marTvis

muSaobas

Tvisebrivi
gansazRvravs

warmoebaze.
advilad

es

ar

gasagebia,

saqmiani
aris

saubrebis

daujerebeli

radgan,

da

xelmZRvaneli,

teqnikur-

biznesmeni, saqmiani adamiani, saubrebs awarmoebs

teqnologiuri saSualebebis gamoyenebis xarisxiT,

imisTvis, rom realizeba gaukeTos Tavis Tavs

raTa

dakmayofilebuli

da warmoaCinos Tavisi saqmianoba sxva pirTa

sazogadoebis, rogorc momxmareblis socialuri

(partniorebi, klientebi, konkurentebi da a.S.)

da ekonomikuri moTxovnebi.

urTierTobaSi,

Tanamedrove

1.
2.
3.
4.

5.

sistemebiT

maqsimalurad

iyos

da

sakontrolo kiTxvebi:
ras warmoadgens biznes-komunikacia?
ra
iyo
adamianisaTvis
pirveli
sakomunukacio saSualeba?
ra
gvevlineba
dRes
Tanamedrove
sakomunikacio teqnologiebis rolSi?
ra
ewodaT
mowyobilobebs,
romlebic
axorcielebdnen
Sori
manZilidan
informaciis miReba-gadacemis funqcias?
ramden periodad iyofa `saofise istoria~
da ra periodebia es?
15

gamocvlaSi

da

sainformacio

gacvla-

gadawyvetilebis

miRebis

procesSi. garda amisa, es saubarebi mas exmareba
garemoebis gaanalizebaSi, dagegmvis samarTavi
RonisZiebebis

gatarebaSi,

motivirebaSi,

kontrolis ganxorcielebaSi. rogorc vxedavT,
informaciis
saqmiani

miReba

adamianis

ganxorcielebaSi,

da
yvela

gacvla

Caqsovilia

saxis

saqmianobis

komunikaciasac

uwodeben damakavSirebel process.
16

amitom

ramdenadac

xelmZRvaneli

komunikaciebi warmoSobs aRniSnul problemebs.

(biznesmeni) axorcielebs Tavis funqcias, riTac

sxva SemTxvevaSi, Tu komunikaciebi efeqturad

igi faqtiurad

asrulebs im rols, rac mas aqvs

ganxorcieldeba, misi Sinaarsi da warmoSoba

dakisrebuli, informaciis miRebisa da gacvla-

Rrmad iqneba gaazrebuli pirovnebis mier (vinc

gamocvlis

axdens

awarmoebs saubrebs, saqmian mimowerebs, flobs

xarisxzec.

zepiri sityvierebis kulturas da marags), maSin

zegavlenas
aqedan

organizaciis

xarisxis
misi

done

miznis

gamomdinare,

mTlianad

miRwevis

individebisa

da

maTi

organizaciebis warmatebulobisaTvis aucilebe-

mkveTrad

imisa,

rom

individisa
miRwevaSi,

komunikacia
da

nebismieri
magram,

did

amave

dros

asrulebs

warmatebebis

komunikacia

warmoadgens

gzaze.

miuxedavad

rols

organizaciis

dabrkolebasac
miRwevis

faqtia,

mkvlevarTa

garemomcveli
arsebul

mimarT

sakomunikacio
da

potenciur

Tavisi
sargeblobs

saSualebebiT.

momxmarebels

isini

erTgvar

ukavSirdebian (awvdian informacias) reklamebiT

efeqturobis

an sxva programebiT, romelic asaxavs bazarze

Catarebulma

maTi

saqonlis

dros

gamokiTxulTa 73% amerikeli, 63% ingliseli da

organizaciis

85%

Seqmnas,

xelmZRvaneli.

araefeqturi

organizacia
samyaros

sxvadasxva

gamokiTxvam aCvena, rom am faqts adasturebs

iaponeli

Semcirebuli

komunikaciebis SemTxvevebic.

lia efeqturi komunikaciebi.
sakvirveli

iqneba

aseve,

2000

gadaadgilebas

pirvelxarisxovani

yuradReba

gansazRvruli

rogorc

(moZraobas).

saxis

am

eTmoba

-

`imijis~

adgilobriv,

aseve

sxvadasxva kompaniebis gamokiTxvisas 250 aTasma

zogadnacionalur

respodentma aRniSna, rom informaciis gacvla-

yoveli organizacia valdebulia daemorCilos

gamocvla

saxelmwifo

warmoagdens

problemur

process.

adasturebs,

rom

yvelaze
es
swored

17

rTul

da

da

saerTaSoriso

maregulirebel

doneze.

organoebs

da

gamokiTxvebi

Seavsos maTTvis vrceli werilobiTi angariSebi.

araefeqturi

TavianTi

yovelwliuri
18

angariSebiT,

isini

awvdian informacias finansebisa da marketingis

ufross, Tu rogor gaigo axsnili. informaciis

Sesaxeb,

gacvla-gamocvla

maT

mimarT

arsebul

(sagadasaxado

da

lobistebis

gamoyenebis

Senatanebi

a.S.)

SeRavaTebze

daxmarebiT

raTa

kanonebSi

SeaqvT

mxare gebulobs informacias. imisaTvis, rom es

miaRwion

TavianTvis

CaiTvalos

Sedagianad, Tu erTi mxare awvdis da meore

partiebis

SemdgomSi

SeiZleba

sxv.

polotikuri

jgufebis,

sasargeblod,

da

mizniT

sxvadasxava

gaerTianebebis,

finansur

Sesruldes,

saWiroa,

komunikaciur

process

mieqces gansakuTrebuli yuradReba.

maTi

informaciis gacvla-gamocvla yovelTvis

sasargeblo

ar aris efeqturi. TiToeuli Cvengani xSirad

cvlilebebs. yovelive es xdeba sakomunikacio

SevswrebivarT

procsebis warmarTviT, SekrebiT, ganxilvebiT,

informaciis gacvla-gamocvla araefeqturia da

satelefono

am faqts adgili qonia megobrebTan, ojaxSi,

saubrebiT,

samsaxureobrivi

CanawerebiT, video saSualebebiT, angariSebiT,

imisaTvis,

kiTxva,

ras

warmoadgens

komunikaciuri procesi?
komunikaciuri
informaciis
mosaubres

gacvla-gamocvla
Soris.

am

dros

es
or

aris
an

orTave

met
mxare

raimes,

es

imisaTvis,
iyos

mxolod
rom

efeqturi,

komunikaciis

komunikaciis
qveSevrdomma
19

dasawyisia.

gacvla-gamocvla
unda

acnobos

saWiroa,

warmodgena

mkvlevarebi komunikaciaSi gamoyofen oTx

1.

Sesaxeb

gavigoT

ori an meti adamiani.

Tavis

samuSaos

kargad

gvqondes procesis stilze, sadac monawileobs

sabazo elements:

uxsnis

rom

pirobebi,

TamaSobs aqtiur rols. magaliTad, Tu ufrosi
qveSevrdoms

rodesac

informaciis gacvla-gamocvlis procesi da misi
efeqturobis

procesi,

faqts,

samsaxurSi, quCaSi da a.S.

momowerebiT da a.S.
davsvaT

iseT

gadamcemi

piri,

romelic

agrovebs

an

agenerirebs informacias da gascems mas;
2.

Setyobineba,

sakuTriv

informacia,

simboloebis daxmarebiT kodirebuli.
20

3.

arxi, informaiis gadacemis saSualeba.

4.

mimRebi, visTvisac gankuTvnilia informacia

funqcionirebis

da vinc interpretirebas uwevs mas.

araformaluri

informaciis gacvla-gamocvlis procesSi

da

informaciis

gadamcemi

da

mimRebi

arsebobs

gadian

ramdenime urTierT dakavSirebul etaps. maTi

muSa

komunikaciaTa
tipis

dayofa

mixedviT.

misi
esenia:

komunikaciebi, xelmZRvanelebsa

jgufebs

Soris

xelmZRvaneli-qveSevrdomis

komunikaciebi,
komunikacia,

doneTaSorisi komunikaciebi.

amocanaa Seadginon Setyobineba da gamoiyenon

ganvixiloT cal-calke.

misi gadacemisaTvis arxi, iseTnairad, rom orive

doneTaSorisi

komunikaciebi.

doneebs

mxarem gaigos da gaiazros sawyisi idea. es, ra

Soris

Tqma

organizaciis SigniT vertikaluri komunikaciis

unda,

Znelia,

radgan

yoveli

etapi

nformaciis

gacvla-gamocvla

xdeba

warmoadgens iseT wertils, sadac informacia

CarCoebSi.

SeiZleba

daRmavali donis mixedviT anu maRali donidan

iyos

damaxinjebuli

an

sruliad

Zaladakargulic ki.

informaciia

SeiZleba

gadaices

dabalze. am gziT doneebze gadecema Setyobineba

aRniSnuli urTierT dakavSirebuli etapebia:

mimdinare davalebebisa da amocanebis Sesaxeb,

1.

ideis dabadeba.

prioritetebis cvlilebaze, konkretul davale-

2.

informaciis kodireba da arxis arCeva.

bebze, rekomendirebul procedurebze da a.S.

3.

gadacema.

4.

dekodireba.
isic

unda

daRmavali donis paralelurad, SeiZleba
informaciis

aRmavali

(qvemodan zemoT) donis mixedviTac. magaliTad,

SemTxvevaSi komunikaciis procesi ise swrafad

Tu bankis dabali donis momsaxure SeniSnavs,

mTavrdeba, SeuZlebelia misi etapebad dayofa,

rom kompiuteri, romelsac is iyenebs, muSaobs

rom

gaumarTavad (gamoirTveba, `daekideba~, xSirad

vTqvaT

misi

problemebis warmoSobis Sesaxeb.
21

rom

saWiroebdes

xSir

aRaraferi

aRvniSnoT,

gacvla

analizis

da

aris

`dakavebuli~,

programa
22

ar

ars

mowesrigebuli da a.S.) da amiT klients uwevs

Tanamimdevrulad

met

Sualeduri doneebis gavliT, rac sagrZnoblad

xans

mocda,

normaluri

vidre,

is

viTarebisTvis,

gansazRvrulia

maSin,

man

unda

gadaecema

zemo

dones

gazrdis Sromis nayofierebas.

Setyobineba gaugzavnos zeda dones. cxadia, am

xelmZRvaneli-qveSevrdomis komunikacia.

dros

komunikaciis

igulisxmeba,

rom

mosamsaxurem

kargad

icis _ `klientis momsaxureba bankis upirvelesi

xelmZRvanelsa

sazrunavia~,

urTierToba.

acnobs

amitom,

Tavis

Sesabamisad

igi

uSualo

Tavis

Seqmnil
ufross,

ufross

_

problemas
es

ufrosi

operaciebis

_

da a.S.

xelmZRvaneli).
mdgomareobs:

qvemo donidan zemo donisken manam, sanam igi ar

mosalodneli

miaRwevs

amocanebis

gadawyvetilebis

romelic

SeiZleba

vice-prezidenti
unda

an,

aRiniSnos,

iyos

sabanko

Tundac,

rom,

mimReb

operaciebis

prezidentic
am

dros

ki.

qvemodan

faqtiurad

(xelmZRvaneli-

zemoT

prioritetebis,

(qveSevrdomi-

am

urTierTobisa
amocanebis

Sedegebis
gadawyvetisaTvis

Soris

gacvla-gamocvlas

qvemoT

umravlesoba

saxea

da

gansazRvraSi;
ama,

Tu

im

ganyofilebis CarTvaSi; muSaobis efeqturobis
gazrdis

problemis

ganxilvaSi;

motivirebis

maRali

mizniT aRiarebisa da dajildoebis procesSi;

donidan yvelaze dabl doneze momsaxuresadmi

qveSevrdomTa unar-Cvevebisa da SesaZleblobis

gacemuli

ganviTarebasa

iqneba

Tu

piramde,

urTierToba

zemodan

qveSevrdomi),

cxadi

qveSevrdoms

informaciis

mmarTvels, operaciis mmarTveli Taviss ufross
informaciis gacvla-gamocvla grZeldeba

da
es

warmoadgens
vertkalze

yvelaze

wamaqezebeli

informacia

da

srulyofaSi;

realurad

(madloba, fuladi jildo, dawinaureba da a.S.),

arsebuli an momwifebuli problemebis irgvliv

maSin

informaciis SegrovebaSi; ideebis, srulyofisa,

aseTi

yovelTvis
situacia,

iniciativa
iqneba

romelic

dabali

donidan

ganxorcielebuli
Seiqmna
23

dabal

anu

da winadadebebis Sesaxeb informaciis miRwevaSi.

doneze
24

xelmZRvanelebsa da muSa jgufebs Soris
komunikaciebi.

araformaluri

komunikaciebis

da

garda,

informaciis

qveSevrdoms
adgili

gacvla-gamocvas
es

aqvs

muSa

komunikacia

Soris

jgufebs

dakavSirebulia
dros

aSS-s

informaciis

gadacemuli

nayofiereba maTi efeqturi moqmedebis mizniT.

maxinjdeboda

an

radgan

gadaicemoda.

aseTi

monawileobs

jgufis
aqvs

gacvla-gamocvlaSi
yvela

wevri,

SesaZlebloba

amitom,
ifiqros

boZebze

rogorc

amisa,

ifiqros

da

imuSaos

axal

erTad

cvlilebebsa

gamoyenebul
mavTuliT

xSir

SemTxvevaSi

falsificirebuli
araswori

arazusti

masze,

jgufma

am

formiT

(arazusti)

informacia moinaTla rogorc `Wori~. Worebi,
aqtualurobas

SeiZleba

omTan.

gaWimuli

informacia

ganyofilebis prioritetsa da axal amocanebze,
rogor

samoqalaqo

gadasacemad

xelmZRvanels gazardos muSa jgufis Sromis

informaciis

xels

aseve

satelefono

Tu

arxs

arxi. am terminis (xmis gavrcelebis) warmoSoba

uwyobs

TiToeuls

komunikaciis

SeiZleba mivakuTvnoT xmis gavrcelebis (Woris)

xelmZRvanelsa

Sorissac.

ebisagan.

informacia,

dResac

gamokvlevebma

inarCunebs.

aCvena,

Tavis

miuxedavad

rom

informacia,

da

romelic gadaicema araformaluri arxebiT, anu

mosalodnel Sedegebze, racionaluri xasiaTis

`Wori~, xSir SemTxvevaSi simarTles Seesabameba.

winadadebebze da a.S. garda amisa, zogjer muSa

aqedan

jgufi ikribeba xelmZRvanelis gareSe da bWoben

miRebul informacias aqvs arsebobis ufleba da

problemebze. aseTi Tanasworuli urTierToba

misi mxedvelobaSi miuRebloba, mixedavad imisa,

xels uwyobs TanamSromlebis TviTkmayofilebis

misi

zrdas TavianTi samuSaos mizniT.

uaryofiTi, ar SeiZleba.

araformaluri komunikaciebi.
nebismieri
araformaluri

da

zemoqmedeba
komunikaciis

organizacia

Sedgeba

formaluri

komunikaci-

25

gamomdinare,

xSir

SemTxvevaSi

araformaluri

dadebiTi

iqneba,

ganxorcielebis
adgili

26

arxidan

aqvs

Tu

procesSi
semantiur

bariers. ganvixiloT semantiuri barieris arsi
da buneba.

sityvis semanturi variacia xSirad xdeba
safuZveli

rogorc

zemoT

aRvniSneT,

komunikaciis

araswori

gagebisa

da

zogjer

sruliadac ar aris cxadi misi is miSvneloba,

mizania Setyobinebis, anu informaciis gacvla-

romelic

gamocvlis

informaciis

magaliTad, xelmZRvanelma SeiZleba angariSis

Sinaarsis gageba da misi analizis safuZvelze

warmdgen Tavis xelqveiTs uTxras, rom mis mier

Sesabamisi

Sedgenili angariSi calsaxad SesabamisobaSia

Cven

Sedegad
qmedebis

viyenebT

mizans.

es

intonacia

miRebuli

ganxorcieleba.

simboloebs,

raTa

simboloebia
(dawvrilebiT

amisaTvis
mivaRwioT

sityvebi,
saubari

Jesti,
gveqneba

Cadebuli

faqtebTan.

iyo

sityvaTa

SesabamisobaSia~

gadamcemis

wyoba

(anu

xdeba

saWiroebs xelaxla Sedgenas.

da

gacema

komunikaciis procesSi.

gamoyenebis

gadacemisaTvis.

raRac

calsaxaa,

e.i.

ar

varga

da

mravali sityvis (simbolos) mniSvneloba

semantika aris sityvebis mniSvnelobisa da
misi

xelqveiTma

SeiZleba gaigos arasworad da ifiqros, rom
angariSi

miReba

`calsaxad

kargia)

momdevno paragrafSi). swored am simboloebiT
informaciis

_

mier.

xerxebi

vinaidan

informaciis

zogierT

gamovlindeba
SeiZleba

konteqstSi,

iTqvas,

situaciaSi

warmoTqmasTan

da,

Tu

midevnebuli

sityvas

JestiTac ki. magaliTad, igive winadadebas, Tu

gaaCnia sxvadasxva mniSvneloba, aravin ar aris

xelmZRvaneli Tavis xelqveiTs keTili JestiT

garantirebuli,

acnobebs, maSin igi xelqveiTis mier gagebuli

gadacemuli

informaciidan

mimRebi rogor miiRebs mas da isic ar aris

iqneba

gamoricxuli,

arakeTili

mimRebma

isargeblos

amiT

da

pirdapiri

(kargi)

JestiT,

mniSvnelobiT;

maSinac

pirdapiri

Tu
(e.i.

aseTi sityva ise gaigos, rogorc mas awyobs (ra

angariSi

Tqma unda, konkurentis sazianod).

JestiT ar iqneba gamoxatuli, maSin gaugebrobas
eqneba

27

cudia)

adgili

mniSvnelobiT;

da

xelqveiTi
28

xolo,

ise

Tu

gaigebs,

rogorc

mas

SeuZlia

Tavisi

praqtikuli

gamocdilebidan gamomdinare.
ase,

rom,

radgan

gamometyveleba,
aweva

yovel

(an

gamoxedva

daweva),

(mzera),

cocxali

an

warbebis
gayinuli

CvenTagans

gamoxedva da a.S. zogjer iyeneben cera TiTs,

sxavadasxva gamocdileba gagvaCnia da yoveli

pirze xelis mifarebas, xeliT msubuqad Sexebas,

Setyobinebac

moulodnel pozaSi Cadgomas da a.S.

warmoadgens

axal

situacias,

aravin ar aris dazRveuli, rom meore mxare

komunikaciis dros did mniSvneloba aqvs

simbolos (sityvas) miawers igive mniSvnelobas,

ukukavSirs.

rogori mniSvnelobiTac is iyo gamoyenebuli.

gavigoT mosaubrisgan aris Tu ara miRebuli

semantiuri problemebi ufr metad aCens

ukukavSiri

saSualebas

iZleva

Tqveni winadadeba. komunikacia efeqturi iqneba

Tavs, roca komunikaciur process adgli aqvs

maSin,

mravalnacionalur garemoSi. aq Tavs iCens ara

gadacemisas, aseve miRebisas erTnairi sizustiT

marto

moqmedebs. aucilebelia SegeZlos mosmena. ar

erTi

mniSvneloba,
Zalze

sityvis
aramed

did

frazeologiuri
iseTi

gamoTqmebia,

Znelad

sxvadasxva

semantiuri

Targmnis

problemebic.

problemas

vawydebiT

gamoTqmebis SemTxvevaSi. es
romlis

gansaxorcielebelia

zusti
da

komunikaciis

pirovneba,

aris sakmarisi

ar

eTmoba

informaciis

marto wakiTxvisa da cifrebTan

yuradReba

ganviTarebas.

mxolod

mosmena,

dros

rogorc

urTierTobis codna, radgan am dros TiTqmis

Targmani

analogiis gamoyenebiT SeiZleba azris gageba.
araverbaluri

roca

sruliad
saSualeba

mosmenis

rogrc

ar

zogierTi

niSnavs

misce

unar-Cvevebis

idge

wynarad

mosaubres

fiqrobs,
da

amiT

ilaparakos.

es

gamoiyeneba nebismieri simbolo, garda sityvisa.

mxolod erTi aucilebeli fragmentia mosmenis

zogjer

kulturis

araverbaluri

simbolo

gamoiyeneba

da

verbalur simbolosTan erTad da aZlierebs an

gamokvlevebma

azrs ucvlis sityvas. aseTi simboloebia: saxis

(ufrosoba,

29

ara

sakmarisi.

aCvena,

mmarTveli)
30

rogorc

xelmZRvaneloba
usmens

25

_

30%-is

efeqturobiT.
efeqturi

es

sakmarisi

mosmena

efeqturi

ar

aris,

warmoadgens

funqcionirebis

radgan

1.3. saqmiani eTiketi (etiketi), saqmiani
eTiketis zogadi cnebebi

menejeris
ZiriTad

daviwყoთ imiT, rom eTiketi anu etiketi
berZnuli sityvaa da warmoadgens filosofiur

maxasiaTebels.

moZRvrebas

1. ras warmoadgens komunikaciuri procesi?
da

romel

sabazo

elements

gamoyofen mkvlevarebi komunikaciaSi?
3. rogoria

komunikaciaTa

dayofa

funqcionirebis tipis mixedviT?
4. ra aris semantikuri barieri?

da

zneobis,

rogorc

sazogadoebrivi Segnebis erT-erTi formis Sesaxeb.

sakontrolo kiTxvebi:

2. ramden

moralis

saqmiani eTiketis qvეS unda vigulisxmoT,
biznesmenis, რogorc garkveuli sazogadoebriვi
jgufis

misi

(biznesis)

anu

profesiis

warmomadgenlis yofaqcevis normebi, რomlebic
mas unda axasiaTebdes da iyenebdes klientebTan,
mewarmeebTan,

konkurentebTan

da

saეrTod,

sazogadoebasTan saqmiani Sexvedrebis moმentSi.
saqmiani Sexvedrebis dros biznesmeni uSualo
komunikaciaSi imyoფeba sazogadoebis garkveul
wresTan,

amitom,

didi

mniSvneloba

aqvs,

Tu

rogor flobs igi sakomunikacio aparats da
rogori eTikuri normebiT aris Seiaraღebuli.
unda
qveynebSi,

iTqvas,
sadac

rom

bizness

sazRvargareTul

xangrZlivi

istoria

aqvs, saqmiani eTikuri normebi garkveulwilad
daxvewilia, magram erT adგilze myarad mainc
31

32

ar

dgas,

igi

dinamikuri

procesebis

rigs

normebiT, magram, rogorc yvela xelovneba, isic

miekuTvneba. saqmiani eTiketi, rogorc biznes-

aZlevs

komunikaciebis

sakuTari

ukavSirdeba

nawili,

axla

FmWidrod

iseT komunikaciur saSualebebs,

rogoricaa

internet-teqnologiebi

Tanamdevi

sainფormacio

da

sistemebi

misi

adamians

SesaZleblobas

gamoavlinos

individualuroba,

inteleqti,

talanti,

profesionalizmi,

samyaros

SecnobiTi xedva.

Tavisi

mravlad Seiძleba moviyvanoT magaliTebi,

urTulesi teqnologiebiT. აqedan gamomdinare,

Tu

biznes-komunikaciebis

eTiketis

normebis dacva zepirსityvierebaSi. rogor cvlis

sivrceSi

ritmi, intonacia da punqtuacia (sasveni niSnebi)

formebic

da

eqvemdebareba

saqmiani
drosa

da

ramdenad

cvაlebadobas, ixveweba da iZens axal Tvisebriv

warmoTqmulis

maxasiaTeblebs.

Secvalos

unda

iTqvas,

rom

eTikis

formebi

mniSvnelovania

Sinaarss,

msmenეlis

warmoTqmiTi

rogor

SeiZleba

fsiqolagia

sityvis

jer

polemikurobam da ra SeiZleba moxdes sajaro

kidev antikuri xanidan iRebs saTaves da igi

gamosvlaSi arasworad warmoTqmuli sityvis an

kacobiobis ganviTarebasTan erTad viTardeboda

eTikuri normebis darRvevis SemTxvevaSi.
imisaTvis

da viTardeba. სaqmiani urTierTobebis kultura,
saqmiani

sityvierebis

warmoadgenda
interess,

xelovneba

antikuri
romelsac

lingvisturi,

yovelTvis

filosოfosebis
isini

fsiqoloiuri,

xedavdnen
aqtioruli

xelovneba,

saqmiani

urTierToba,

Sezღudulia
33

mkacri

punqtuaciis

davrwmundeT

mniSvnelobaSi,

intonaciisa
warmogidgenT

poet-akademikos irakli abaSiZis erT leqss _
`kapitani buxaiZe” ori saxiT. sawyisi formiT
igi aseTnairad aris warmodgenili :
me, qarTveli buxaiZe,

teqnikisa da xerxebis gaმovlenaSi.
cxadia,

da

rom

rogorc

wesebiTa

da

balyareTis mTebSi vwevar,
rom SemeZlos saflavidan,
34

Zmebo, mxaris wamoweva,

niSniT da wavikiTxavT, aqac Sinarsi mTlianad

me sicocxles xelmeored

icvleba: `araraobav dedakaci unda gerqvas Sen?”

Sevwiravdi mSobel mxaraes,

sityvis

metyvelebs erTi saintereso magaliTi. Turme,

dRes rom gulze damayares.

roca berZeni pilosofosi diogene daapatimres
da

miiyvanes

striqonis boloSi davsvaT kiTxvis niSnebi da

ucbad

vcadoT wavikiTxoT igi aseTi formiT:

auqcionis

monebis

gausxlta

bazarze

xelidan

tribunaze

da

gasayidad,

mcvelebs,
xmamaRla

igi

avarda
daiyvira:

me, qarTveli buxaiZe,

`iyideba monis patroni. MmoaswariT da romelime

balyareTis mTebSi vwevar?

monam

rom SemeZlos saflavidan,

absolutur uimedo mdgomareobaSi diogenem naxa

Zmebo, mxaris wamoweva,

SesaniSnavi gamosavali. swored aseT Tvisebas

me sicocxles xelmeored

unda

Sevwiravdi mSobel mxaraes?

moaxerxos

Sevwiravdi imav miwas,

klientebTan urTierTobisas da a.S. daumtkicos

dRes rom gulze damayares?

mowinaaRmdeges

advilad misaxvedria, rom leqsis Sinaarsi
Seicvala

da

man

kidev erTi magaliTi Seqspiris cnobili
gamonaTqvamidan:

`araraobav

dedakaci

unda

gerqvas Sen”. am gamonaTqvamSi, Tu striqonis
dasmul

wertils
35

SevcvliT

SeiZineT

flobdes

igi.”

rogorc

biznesmeni,

Sekrebebze,

romelmac

saqmian

Tavisi

vxedavT,

unda

Sexvedrebze,

upiratesoba

da

saqme

yovelTvis Tavis sasargeblod Semoabrunos.

ruliaad

sawinaRmdego azri gadmogvca.

bolos

polemikurobaze

Sevwiravdi imav miwas,
axla am leqsSi meore, meeqvse da bolo

mTlianad

warmoTqmis

aba,

warmoidgineT,

gamodis

sajarod,

ylapavs

sityvebs,

saxe

biznesmeni,

urevs

azrebs

ukankalebs

wamoaWarxlebia,

mzera

xma

romelic

erTmaneTSi,
da

mxolod

xelebi,
erTi

wertilisken miumarTavs da oflSi iwureba. es

kiTxvis
36

aris

portreti

im

biznesmenisa,

romelic

1.4. saqmiani eTiketis formebi da Sinaarsi,
biznesmenis garegnoba

warmatebas verasdros miaRwevs.
mimika, Jesti, moZraoba, TavSekavebuloba,
Cacmuloba,

sityvis

TviTdajerebuloba,

warmoTqmis
Wkvianuri

da

kultura,
logikuri

gamoTqmebi, mizanmimarTuli da Rrma mimzidveli
mania, ai ra aris saqmiani eTiketis ZiriTadi
formebi, romelic klientisTvis damamaxsovrebelia

da

nabijis

mas

ubiZgebs

gadmodgmaze,

rac

Tqveni

biznesisken

biznes-saqmianobis

warmatebulobis garantia.

1. ra aris eTiketi anu etiketi?
vlindeba

სaqmiani

qcevis dadgenili wesrigi, romelic biznesmens
exmareba

Tavidan

moawesrigos

marcxi

sazogadoebasTan

sayovelTaod
Tu

aicilos

miRebuli

davkonkretdebiT,

da

urTierToba

xerxebis

safuZvelze.

SeiZleba

vTqvaT,

rom

eTikets gaaCnia ori ZiriTadi funqcia: pirveli
es aris qcevis wesebis formireba; meore aris
moxerxebuloba, mizanSewoniloba, parqtikuloba.

sakontrolo kiTxvebi:

2. raSi

rogorc zemoT aRvniSneT, eTiketi aris

urTierTobebis

kultura?

ase,

rom

eTiketi

yoveldRiuri
dawyebuli

cxovrebis
wvrilmanebidan,

biznesmenis

sistematurobas
damTavrebuli

saerTo wesebiT.
erT-erTi

ra aris saqmiani eTiketis ZiriTadi formebi?

gansazRvravs

upirvelesi

wesi,

romelic

gamomdinareobs eTiketis gansazRvrebidan, aris`moviqceT amgvarad” imitom ki ara, rom asea
miRebuli, aramed, mizanSewonilia, moxerxebulia
da pativiscemaa sxvis da sakuTari Tavisadmi.
saqmiani

komunikaciebis

anu

biznes-

eTiketis formebi identificirebuli ar aris da
37

38

igi sxvadasxva WrilSi SeiZleba iyos ganxiluli.

miaqcios

biznes-eTiketis formebidan ZiriTadad ixilaven

gamousworebeli Secdoma iqneba.

biznes eTiketis sam amocanas:

biznesmenma

magaliTad,

Cacmulobis

4. biznesmenis garegnoba,

lazaTanoba

5. satelefono saubrebi, saqmiani mimowerebi,

organizebulobaSi,

6. saqmiani

fasis

adamianis

qcevis

normebi

rerstoranSi.

asocirdeba

es

misi

sisufTave

da

biznesmenis

saqmis

da

drois

sxvisi

gacnobierebaSi;

mouwesrigebloba

ganvixiloT es amocanebi cal-calke.

Semosvas

Tavisi

xolo

sinonimia

samosis
biznesmenis

gulmavwyobis, mouwesrigeblobis da a.S.

biznesmenis garegnoba.

kostiumis tarebas Tavisi wesebi gaaCnia.

biznesmenis garegnobas gansazRvravs ori

es

wesebic

ar

aris

identificirebuli

da

faqtori: tansacmeli anu Cacmuloba, Jesti da

erTmaneTisgan gansxvavdeba. moviyvanT kostiumis

moZraoba.

tarebis

ra igulisxmeba CacmulobaSi? dReisaTvis
yvelaze

gavrcelebuli

biznesmenis
SeiZleba
adamianis

da

miRebuli

CacmulobaSi
iTqvas,

rom

savizito

aris

kostiumi.

kostiumi
baraTs

forma
saqmiani

warmoadgens.

yvelaze

miRebul

wess,

romelic

internetis veb-gverdidan aris gadmowerili da
Cvens mier Sejerebuli.
wesi1.

arasdros

ar

CaicvaT

erTdroulad

kostiumi da sportuli fexsacmeli. Ees
nivTebi

ar

aris

Sesaferi

sazogaoeba anu, ufro miznobrivad rom vTqvaT,

erTmaneTisaTvis, radgan maT sxvadasxva

kilenti,

daniSnuleba gaaCniaT.

rogor

upirveles
aris

yuredRebas

Semosili

aqcevs,

misi

wesi 2. Tu kostiumi gacviaT, maSin ar daiWiroT

pirveli STabeWdileba, kargi, Tu cudi, didxans

sportuli CanTa. Tu mainc da mainc es

rCeba

aucilebelia,

mexsierebaSi.

biznesmeni

Aamitom,

da

Tu,

yuradReba

ar

erTtonalur
39

maSin,
(da
40

ara

CanTa
Wreli)

SearCieT
ferSi.

kostiumTan

umjobesia

ataroT

nawili ufro grZeli iyos, vidre misi

`diplomati”, `portfeli” an saqaRalde.
wesi3.

Tu

icvamT

kostiums,

halstuxic.

Hhalstuxi

aucilebeli
kostiums

4.

gaikeToT

wesi 6.

kostiumis

atributia.
halstuxis

Seni

`saqmian”
gareSe

tansacmliT.

moxmarebisaTvis

ar

(araWyetela)

yoveldRiuri

araTvalSi

kostiumi

sacemi

iTvleba

karg

tonad. ar ataroT Zalze Ria feris

icvamT

kostiumi.

sportuli

yaidis

pijaks,

yvelaze

misaRebi

da

romelic SeiZleba CaicvaT maisurze,

gavrcelebuli feria: muqi-lurji, muqi-

magram aseTi pijaki ar aris saqmiani

ruxi. ar CaicvaT Wreli (Wrela-Wrula)

pijaki

an muqi feris perangi. Hhalstuxi unda

da

amitom,
Tu

ar

icvamT

saWiroebs

arasportuli

iyos

naklebad

kaSkaSa

da

TvalSi

gareSe.

windebi

yaidis orbortian pijaks, aucileblad

sacemi

unda gaikeToT halstuxi.

unda iyos muqi Seferilobis.

perangs,

romelsac

icvamT

kostiumis

Eeleganturad

iTvleba,

Tu

perangis

TeTr perangs.
wesi 8. halstuxi, gakvanZul mdgomareobaSi unda

saxeloebi kostiumis saxeloebidan Cans
1,5 _ 2 sm-iT. biznesmenisTvis ar aris
misaRebi perangi, romelsac aqvs gulis
jibeebi.
araviTar

moxatulobis

wesi 7. upiratesoba mianiWeT Sav fexsacmels da

qveS, unda hqondes grZeli saxeloebi.

wesi5.

samuSao saaTebSi ecade ar gamoirCeode

atareben. Ggamonakliss Seadgens, roca

halstuxs.

wesi

unda

wina, farTo nawili da igi moCandes.

exebodes qamris Sesakravis qveda bolos.
wesi9.

halstuxis

sigane

gaTanazo-mierebuli

unda iyos pijakis sayelos gadanakecTan.
wesi10. halstuxi unda iyos kostiumze Ria da

SemTxvevaSi

dauSvaT,

rom

perangze muqi.

halstuxis naskvis qveS moqceuli viwro
41

42

wesi11.

ar dauSvaT moxatulobaTa SeuTavseblo-

gamoiyeneba

ba anu kostiumis or elements zedized

dResaswaulebze,

ar unda hqondes moxatuloba.

kostiumze.

zogierTi

ubralo

rCeva

d.

Cesterisa,

romelic gamoqveynda `pablik rileiSinz”-Si:

oficialur
unda

gaikeToT

halstuxi,

saRamoebze,

unda

zeimze
mxolod

romelsac

iyos

an
Sav

vikeTebT

naturaluri

an

xelovnuri abreSumis. Tu halstuxi Sekerilia

Ria kostiums atareben dRiT, xolo RamiT

xarisxovani materiisagan, misi moxsnisas kvanZi

muqs. Ooficialur viTarebaSi pijaki unda iyos

unda daiSalos. Tu halstuxi ar aris Zvirfasi

Sekrul

materiis, maSin, kvanZi SeiZleba ar davSaloT da

mdgomareobaSi.

Ppijakis

Rilebi

SeiZleba bolomde iyos gaxsnili vaxSmis dros
an

rodesac

zixar

wamodgomisas
zemoTa

aucilebelia

Rilze.

yovelTvis

pijakis

gqondeT
exeba

Aar

Sekvra
kostiumi

mowesrigebul
fexsacmels,

(`zaponkebs~).

moxerxebuli.

savrZelSi.

gamosasvleli

mdgomareobaSi.Ees
sakinZebs

Teatris

Kkostiumi

rais

igi movixsnaT Tavze gadaZrobiT.

windebs,

unda

aucilebeli

axla ganvixiloT biznesmenis garegnobis
ganmsazRvreli
moZraoba.

meore

faqtori

TavdaWeris

manera,

garSemo

myofi.

Qqcevis

maneraSi

did

rols

modas

mxriv xazi gausvas pirovnebis Rirsebas, meores

kargad

nulamdec ki daiyvanos.

cudad

Cacmuli.

modurad

da

ki

SeiZleba

es

Rirseba

Selaxos

da

ori

zogjer adamiani iqceva arabunebrivad da

cxvirsaxoci. erTi `samuSao”, romelic CaideT

amiT aranakleb avnebs Tavis Tavs, vidre cudi

Sarvlis

CveulebiT.

jibeSi,

absoluturad
halstuxi-pepela

sufTa,

erTdroulad

erT-erTi

TamaSobs Cveuleba. Cveulebam SeiZleba erTis

magram

atareT

esec

da

iyos

mxriv

vidre

Jesti

xerxia ganawyo Sens mimarT pativiscemiT Sens

ayola. Uumjobesia gamoiyurebodeT aramodurad,
Cacmuli,

_

meore,
pijakis
(`baboCka~),
43

yovelTvis
Sida

jibeSi.

saqmiani

adamianis

yvelaze

kargi

mdgomareobaa iyos bunebrivi, radgan mcdeloba

romelic
44

Tavi

warmoCanos

ise,

rasac

ar

warmoadgens,

Zalze SesamCnevia da damamcirebeli.

saubris

Jesti

warmoadgens

adamianis

xasiaTs, mis pirovnebas, Tundac maSin, roca mas

saqmiani

laparakis dros ar unda davuSvaT Zirs didi
da

ar

unda

ijdeT

pozaSi.

misaRebia

moclilobis

raTaA

aRidgino

energia,

procesSi

lazaTianoba,

Jams

xolo

moeSva,
samuSao

mowesrigebuloba,

es

SeiZleba, es Jesti mosaubreSi aRiqmeba, rogorc
saubris Sewyvetis survili.
mxrebis
aRniSnavs

unda

ar

daZabulobas,

qmnis

kisris
tovebs

Mmosaubreze

wagrZeleba
Caketilobis

keTilganwyobis

STabeWdilebas,

rom

Tqven

mas

yuradRebiT usmenT.
ar

iqanaoT,

an

mosaxdenad Tavi unda gadaxaroT odnav gverdze.

wreSi, moeqeciT maT zrdilobianad.
ar

aCeCva

STabeWdilebas.

es

Tu imyofebiT Tqvenze ufrosi adamianebis
jdomisas

misaRebi

daSorebuli quslebiT, wvivebi odnav iribad.

moSvebul

aris biznesmenis ganuyofeli Tanamgzavri.

skamze

yvelaze

saubris dros Tavis Cargva xelebSi ar

moZraoba ar unda iyos mkveTri da Cqari.

Tvalebi

qalisaTvis

jdomaa: muxlebi erTad, terfebi axlos, odnav

es TviTonac ar surs.

xniT

daujeqiT

zogjer SeiZleba gverdiT dajdomac.

imijis Semadgenel nawils. Zalze xSirad xdeba,
swored

mosaubres

pirdapir, ar moixaroT an ar gadawveT ukan,

Jesti da moZraoba warmoadgens pirovnebis

rom

dros

iqneba

gaakeToT
gagebuli,

iseTi

ram,

rogorc

romelic

drois

ise

gawelva.

dajdeT skamis napirze, ar gadawveT ukan, ar

magaliTad:

daiwyoT

SuSebis gawmenda da a.S. miuTiTebs, rom Tqven

aris

fexebis qneva da iatakze bakuni, ar
rekomendebuli

magidaze

idayvebiT

sigaretis

moweva,

saTvaleebis

gsurT gaeqceT pasuxs.

dayrdnoba. Ddajdomis da adgomis dros ar unda

Tu qalbatoni jdeba manqanaSi, is jer

ixmauroT. skami iatakze ki ar gaaxoxoT, aramed

unda dajdes da Semdeg gaSalos fexebi. xolo,

gadadeT ise, rom xeli CaWidoT skamis sazurges.
45

46

manqanidan

Camosvlisas,

jer

unda

gaSalos

1.5. satelefono saubrebi, saqmiani
mimowerebi

fexebi da Semdeg unda daiwyos Camosvla.
satelefono

sakontrolo kiTxvebi:

yvelaze

1. ra aris eTiketis ZiriTadi funqcia?
2. raSi

mdgomareobs

biznes

eTiketis

sami

amocana?
3. romeli

faqtorebi

gansazRvravs

biznesmenis garegnobas?

kostiumis

tarebis

xSirad

satelefono

gamoyenebadi

saubrebi.

gansxvavebiT,

komunikaciis
saSualebaa

Ppiradi

satelefono

saubrisgan

saubrebs

is

uaryofiTi mxare aqvs, rom am dros mosaubre
mxareebi ver xedaven erTmaneTs da Sesabamisad
verc akvirdebian mosaubris reaqcias da Jestebs.

4. ra igulisxmeba CacmulobaSi?
5. moiyvaneT

saubrebi.

yvelaze

miRebuli wesebi.
6. ra igulisxmeba Jestsa da moZraobaSi?

asea, Tu ise, satelefono saubrebi erT-erTi
xelsayreli formaa biznesmenisaTvis (saqmiani
adamianisaTvis) da didi mniSvneloba aqvs, Tu,
rogor flobs igi komunikaciis am saSualebas.
telefonze

saubrisas

yoveli

Cvengani

interesdeba, Tu, rogor usmes mas meore mxare
da

gvinda

amaSi

davrwmundeT

kidec

(aseve

fiqrobs meore mxarec), amitom, saubris dros,
rogorme
Tqven

unda

acnoboT

yuradRebiT

mosaubres,

usmenT.

rom

amisaTvis

mas
unda

ixmaroT sityvieri gadaZaxili (rogorc piradi
saubrisas viqceviT, mag. Tavis daqneva da a.S),
rogoricaa: `diax~, `kargia~, `gismenT, `batoni
47

48

brZandebiT~, `ra Tqma unda~, da a.S. xandaxan

SuadRe

moiTxoveT

gamarjoba

meore

mxaris

mier

mowodebuli

mSvidobisa,
da

sxv.;

saRamo
uTxraT:

mSvidobisa,

`moxaruli

var

informaciis mcireodeni dazusteba. es yovelive,

Tqveni xmis gagonebis~ (an TqvenTan saubris);

mosaubres aZlevs met damajereblobas da igi

riT SeiZleba dagexmaroT?

ufro gaxsnili iqneba TqvenTan saubarSi.
telefonze

Tqveni

saubris

zogjer xdeba, rom zari gadaamisamarToT
manera,

sxvaze,

an

yurmili

gadasceT

sxvas.

am

TqvenTan mosaubres warmodgenas uqmnis Tqveni

SemTxvevaSi adresants unda acnoboT damrekis

organizaciis imijze.

vinaoba da damreks ki auxsnaT dawvrilebiT,

Tu Tqvens saubarze mas

Seeqmneba cudi warmodgena, es imas niSnavs, rom,

visTan da ratom gadacemT zars (yurmils).

Tqven samudamod dakargavT klients. imisaTvis,
rom es ar moxdes unda gaxsovdeT:
1. yuradRebiT
mouyareT

mousmineT
mis

naTqvams,

mosaubres,
SeajereT

Tavi
da

kargad gaanalizeT;
2. damajerebeli

sityvebiT

SeiZleba

moxdes

romelTanac

rekaven,

SemTxvevaSi

damrekavs

isic,
ar

aris

unda

rom

pirovneba,

adgilze.
hkiTxoT,

Aam
`riT

SemiZlia dagexmaroT~? Tu Tqven miiRebT pasuxs,
rom ver SeZlebT mis daxmarebas, maSin hkiTxeT:

da

Sesabamisi

`ra

gadavce~?

Tu

mopasuxe

gTxovT

raime

intonaciiT daarwmune mosaubre, rom Tqven

informaciis

kargad gesmiT am saubris Sinaarsi.

sityva-sityviT

Tu Tqvens ofisSi (an mobilurze) rekavs

wignakSi an SetyobinebaTa rveulSi da SepirdeT

telefoni da Tqven iRebT yurmils, aucileblad

damrekavs, rom yvelafers gadacemT adresants:

acnobeT Tqveni vinaoba da daasxeleT Tqveni

`me Tqvens informacias aucileblad gadavcem...~

ofisi

(aqac da amis Semdgom wertilebSi igulisxmeba

(ganyofileba,

departamenti

da

a.S).

Tavazianad hkiTxeT damreks Tavisi saxeli. amis

gadacemas,
unda

maSin

CaiweeroT

yvelaferi
specialur

adresatis saxeli) an `me vizruneb masze, rom ...

Semdeg SeiZleba miesalmoT: Ddila mSvidobisa,
49

es

50

miiRos Tqveni informacia, damSvidebuli
iyaviT~.

Tqven

piroba

icvleba

darekvis

aucileblad

unda

sadac

raTa

monakveTSi

SeasruloT

da

miaqcioT

yuradReba,

informacia

rac

SeiZleba

droulad

miiRos

adresatma.

zaris

Rirebuleba
sxvadasxvaa.

aris

dRis

qveynebi,

sxvadasxva

magaliTad,

did

britaneTSi dRis meore naxevarSi (pirveli saaTis
Semdeg)

axla vnaxoT, Tu, rogor unda moviqceT,

Rirebulebac.

vidre

zaris
dRis

Rirebuleba

pirvel

gacilebiT

naxevarSi.

iafia,

Ggarda

amisa,

roca saqmiani saubrisTvis Cven TviTon vrekavT

pirovneba, romelsac urekavT, SeiZleba dRis im

telefonze. upirveles yovlisa, saWiroa, winaswar

monakveTSi

movemzadoT, CaviweroT: vis vurekavT, ra nomerze

kontaqtze

unda davrekoT, risTvis vurekavT. es dagvexmareba

saWiroa, raTa telefonze saubari iyos efeqturi,

nomris akrefis momentSi ar gadagvaviwydes sad

ekonomikuri, orive mxaresaTvis misaRebi.

vrekavT.

ase

viqceviT

adamianis

zarebi

darekvis

momentSi,

imitom,

xSiria

saqmiani

xdeba

egreT

Yyovelive

saqmiani

wodebul

amis

adamiani

Znel

zarebs.

SeZlebs
codna

anxorcielebs
Zneli

zarebi

gamzadebuli, SiZleba ucbad dagvaviwydes visTan

telefoniT wydeba raime mniSvnelovani problema.

vrekavT

iReben

am dros umjobesia, gavigoT mosaubris saxeli da

uxerxul

mcireodeni cnobebi mainc mis Sesaxeb. darekvis

da

mdgomareobaSi
mniSvneloba

rodesac

exmaureba

meore
Tqvens

vardebiT.
aqvs

sad

mxares
zars,

garda
anu

ar

rom

zogjer

ver

pirobiTi cnebaa da iseT darekvebs hqvia, roca

yurmils

Canaweri

is,

gamosvlas.

da

gvaqvs

da,

Tu

da

rom,

dakavebulia

amisa,

didi

geografiulad,

dros,

roca

gadawyvitoT

mosaubres,
probleba,

romelTanac
mimarTavT

unda

sakuTari

dedamiwis romel adgilze vrekavT, radgan am

saxeliT, mag. Bbatono. . . , es iwvevs mis, Tqvendami

SemTxvevaSi moqmedebaSi Semodis drois (saaTis)

pativiscemas da igi erTgvarad lmobieri xdeba

faqtori.

Tqvens

mniSvnelovania

aseve

dRis

romel

monakveTSi vrekavT. garda droiTi monakveTisa,
51

mimarT,

rac

problemis

garkveulwilad uwyobs xels.
52

gadawyvetas

zars

SeiZleba

vuwodoT

SemTxvevaSic,

roca

adgili

gaumarTaobas

(cudi

smenadoba

`rTuli~

im

warmatebuli

satelefono

saubari

aqvs

teqnikur

gaamagrebs, rogorc Tqvens sakuTriv reputacias,

an

kavSiris

aseve

Tqvens

organizacias

Caayenebs

yvelaze

uecari gawyveta). Tu kavSiri imdenad cudia, rom

momgebian viTarebaSi da awevs imijs saqmiani

saubris gagrZeleba Zneldeba an SeuZlebelia,

adamianebis wreSi.

TxoveT
sxva

mosaubres

nomeri,

kavSiri

SegatyobinoT

romelzec

gawyda

da

telefonis

gadaurekavT
mosaubrem

mas.

Tu

dagaswroT

(Tundac Tqven daaswariT) gadmorekva, mouxadeT
mas bodiSi, saubris gawyveta Tqveni telefonis
bralic

rom

dagiSavdebaT.

ar

iyos,

Aam

amiT

saCivars
rom

Tqveni
an

ukmayofilebas,

SedixarT

TanaugrZnobT,

mis

gamoTqvams
mas,
da

ukmayofileba

usafuZvlo iyos (miTumetes, roca es saCivari
Tqven

ar

warmoadgenT
TanagrZnoba

gexebaT).

gaxsovdeT,

Tqvens
adamians

rom

organizacias
awynarebs.

(Tavisi

vinaobis

Sesaxeb)

pirvelad akeTebs is, vinc rekavs.
¾ Tu is abonenti visTanac rekavT adgilze
aucilebeli ar aris. sakmarisia, yurmilis

gamoucxadeT

misi

¾ wardgenas

Tqven

mdgomareobaSi

Tundac

saubarisas

daculi unda iyos Semdegi wesebi:

amRebs

raimeze

telefoniT

ar aRmoCnda, maSin wardgena sxva pirTan

SemTxevvaSic,

mosaubre

bolos,

araferi

SearbilebT problemis mogvarebas.
Tu

da,

Tqven

miesalmoT

da

sTxovoT

yurmili

miawodos mas, visTanac gsurT dakavSireba.
Tu

igi

ofisSi

ar

aRmoCndeba,

ikiTxeT

rodos iqneba adgilze an sTxoveT gadascen
maT Tqveni danabarebi da dadeT yurmili.
¾ Tu

abonenti

daiWerT

ar

pasuxobs,

xelSi

didxans

telefons,

nu

radgan

da

SesaZlebelia abonents ar surs TqvenTan

Sesabamisad,

saubari an im momentSi dakavebuli sxva

problema SeiZleba gadawydes mSvid viTarebaSi.

saqmiT

da

ar

SeuZlia

pasuxi

gagceT.

scadeT xelmeored darekoT mogvianebiT. N
53

54

¾ nu ecdebiT ikiTxoT visTan laparakobs.

saqmiani mimowerebi

(werilebi).

SeiZleba

Uufro misaRebia ikiTxoT sworad akrifeT,

daisvas kiTxva: ratom mainc da mainc werili?

Tu ara nomeri.

xom

¾ dasaSvebia,

Tqvens

magivrad

telefonze

SeiZleba

saubriT?

davkmayofildeT

Ppasuxi

aseTia:

telefonis

werili,

es

aris

an

yvelaze xelmisawvdomi da efeqturi forma anu

daavaloT mdivans dagakavSiroT sasurvel

sakomunikacio saSualeba da es yvela saqmian

abonentTan.

adamians unda hqondes kargad gacnobierebuili.

darekva

sTxovoT

Tqvens

megobars

¾ Tu telefoni darekevs, aiRebT yurmils da
gTxoven

Tqven

kolegasTan

TanamSromelTan

an

romelime

dakavSirebas,

nu

aqve gvinda SevniSnoT, rom biznesSi (da
ara

marto

biznesSi)

dro

yvelaze

Zvirad

Rirebulia. amitom, yovelTvis unda gvaxsovdes,
rom saqmiani werili iyos mokle, zusti da

SeekiTxebiT vin kiTxulobs.
¾ Tu nomris akrefisas SecdiT, xelmeored

arsebiTi; rom

saqmiani werili Sinaarsobrivad

darekvisas ikiTxeT aris Tu ara es nomeri,

ar Seicavdes bevr saproblemo Temas, magram Tu

romelzec gsurdaT dagerekaT.

mainc saWiroeba moiTxovs werilSi ramdenime

¾ Tu

Tqven

SegiZliaT

dakavebuli
upasuxoT

xarT

telefonis

da

ar
zars,

maSin daavaleT Tqvens magivrad upasuxos

Tema figurirebdes, maSin es Temebi vizualurad
unda

gamocalcalkevdes

erTmaneTisagan

da

dainomros kidec.

es

mTavari kiTxvebi werilis Sedgenisas aris:

saSualeba ar gaqvT umjobesia telefoni

Tu vis werT werils? ramdenad kargad aris

gamorToT.

winaswar

Tqvenma

mdivanma

an

TanaSemwem.

Tu

¾ telefonze laparaki unda daamTavros man,
vinc pirvelma dareka.

55

sagani?

adresatisaTvis
ra

Tanamdeboba

cnobili
aqvs

mas

werilis
Tavis

kompaniaSi?

ramdenad

sworad

aris

gansazRvruli

werilis

adresati?

cxadia,

56

ramdenad

met

informacias

flobT

adresatis

variantia,

Tu

gamoiyenebT

Tqvens

safirmo

datanilia

blankis

Sesaxeb, misi maxasiaTebeli Tvisebebis irgvliv,

konvertebsac,

miT ufro gagiadvildebaT werilis Sedgenac da

zogierTi

arc

aucilebeli). Aucileblad daitoveT gagzavnili

pasuxi

dagigviandebaT

da

aucileblad

miiRebT mas.
ra

werilis

mizans,

unda

werili

da

imeorebdes

CaweroT

yvelaferi

is,

ris

gadmocemasac apirebT weriliT.
ra aris sasurveli imisTvis, rom daweroT
Tqveni

saqmiani

partniorisaTvis

(an

marcxena

marjvena

gagzavnis

TariRs.

warwerebis
mimarTva.

kargi

formiT:

teqnikuri

saSualebebi

(saorganizacio

teqnika).

aris

mimarTva

xasiaTis korespondencia.
unda

konvertze

dRe

_

marcxena
unda

batono,

safirmo

unda

iyos

weli.

mxares

iwyebodes

am

iwyeba

Tavaziani

pativcemulo,

aRmatebulebav

gamoyenebuli.

konvertzec

Tavazian

emblema

adresantis

gvari.

dasaxeleba,

da

safosto

gvari

inicialebis

eleqtronuli fostis misamarTi da sasurvelia

variantSi

firmis

saxeliTac,Mmag. Bbatono. . . .

misamarTic.

saukeTeso

werilebSic

mimarTvas

misamarTi, telefoni, sabanko rekviziti, faqsi,

57

werilis

a.S.

forma unda gansazRvroT imis mixedviT, Tu vin

qaRaldze (blankze), romelsac axlavs firmis

veb-gverdis

_

Rrmad

Tqveno

daweril

weren

Tve

unda

aris Tqveni adresati. Kkonvertzec igive forma
daibeWdos

sruli

kuTxeSi

nawiliSi

qvemoT

pativcemulo,

xeliT SeiZleba daiweros mxolod piradi

zemo

(iwyebodes)

misamarTs.

nebismieri werilisTvi)? cxadia, unda gqondeT

misi

ar

rogori unda iyos werilis struqtura?

da SamowmoT yvela faqti da detali. SeajeroT

werili

(yvela

maTi kompiuteruli versia.

kargad moifiqroT misi Sinaarsi, gaanalizoT

werili

rekviziti

werilois asli da CadeT saqmeSi an awarmoeT

gansazRvravT

mokled

romelzec

gareSec.
mimarTva

SeiZleba
werilis

SeiZleba

58

unda

da

mohyves

mieTiTos
qarTul
iwyebodes

mimarTvis
(winadadebebi)

momdevno
eZRvneba

winadadeba

werilis

Temis

mokle

Tanamdeboba da firmis dasaxeleba. sareklamo
werilisaTvis

xelmowera

da

gvaris

miTiTeba

formulirebas. Tu werili egzavneba konkretul

araa

pirovnebas (da ara organizacias), maSin werili

Tavsdebodes konvertSi. werils unda mieTiTos

sasurvelia

daabolooT:

uku misamarTic.

SemTxvevaSi

SeiZleba:

`gulwrfelad~,
`Rrma

sxva

savaldebulo.

pativiscemiT~.

milocva,

werili

advilad

mwuxarebis

unda

gamoxatva,

sareklamo korespondenciis an amgvari werilis

samadlobelo werili im adamianebisadmi, visac

gagzavnis

Tqven

SemTxvevaSi,

werili

arapirovnuli

kargad

xasiaTisaa da adresatis gvari ar moixsenieba

saWiroebs

da

werili

firmis

saxelwodebas

ganyofilebis

saxelwodebasac,

igzavneba.

usaxelo

werilis

SeiZleba.

miuxedavad

imisa,

igzavneba

firmis

saxelze,

aucileblad

direqtors~
gvaris

urTaven

(an

miTiTebis

an

sadac

igi

gagzavna

ar

rom

romelime
misi

gareSe.

werlili

dawesebulebis

iwereba:

amgvari),

im

`generalur
saxelisa

aseT

da

SemTxvevaSi

werli unda mTavrdebodes Tavaziani formiT.
magaliTad: `imedi gvaqvs Tqveni gulisxmierebis~

icnobT,

iwereba

gamobeWdvas.
winaswar

xeliT

yoveli

unda

da

ar

gagzavnili

Semowmdes

anu

dakvirvebiT iqnas wakiTxuli da gasworebuli.
arasodes

daiwyoT

nacvalsaxelioT

_

(laTinuri

da

sityvaa

dawerlilis

Semdeg),

werili

`me~.

postkriptumi

niSnavs

romelsac

minawers

anu

sayovelTaod

aRniSnaven PS-iT, iwereba xelmoweris Semdeg. PSis

qveS

aweren

xels

an

svamen

mxolod

inicialebs.
saqmiani

mimowris

SemTxvevaSi

ar

an `imedi gvaqvs ar gagvawbilebT da gvipasuxebT

gamoiyeneba safosto Ria baraTebi. dasaSvebia

pirvelive SasaZleblobaSi~ da a.S.

telegramis gamoyeneba.

werilis
da

gvari,

dasasruls
Semdgom
59

keTdeba
(qvemoT)

xelmowera

nebismieri werili moiTxovs dauyovnebliv

mieTiTeba

pasuxs. Tu Tqven ar SegiZliaT daakmayofiloT
60

werilSi

aRniSnuli

aucileblad

moTxovna,

acnobeT

amis

werlis

Sesaxeb

gamomgzavns.

xelmowerili

pasuxismgebeli

pirisgan

da

damowmebuli safirmo beWdiT.

milocvaze mxoled mokle pasuxia saWiro.
sakontrolo kiTxvebi:

Tu saWiroa anu aucilebloba moiTxovs
bodiSis moxdas werilobiT, maSin umjobesia igi
daiweros xeliT. Tu sxva gixdiT bodiSs, maSin
bodiSis

moxdis

werilze

aucileblad

unda

korespondenciisaTvis

wesia qaRaldis (furclis)
mTel

zolze

datovoT

saerTo

marcxena nawilis

Tavisufali

adgili

faqsis gagzavnisas mTavari moTxovnaa igi
rac

gvaxsovdes

saubrisas?
2. ra wesebi unda iyos daculi telefoniT

SeiZleba

mokle.

3. ra

aris

mTavari

4. rogori

unda

iyos

azri

ar

und

5. ra

aris

faqsis

moTxovna?

faqsi eteva furclis mxolod erT gverdze.

raTa

uCvenoT

adresats

saSualeba.

Tqveni

mieces

faqsis

faqsis

TqvenTan

gagzavnis

nomeri,

dakavSirebis
damTavrebisas

saWiroa, darekoT da daazustoT normalurad
miiRo, Tu ara adresatma asli (ikiTxeba Tu
ara).

uaryofiTi

pasuxis

SemTxvevaSi

saWiroa

Tavidan gagzavna. faqsi aucileblad unda iyos
61

saqmiani

werilis

saqmiani

werilis

Sedgenisas?

meordebodes. yvelaze saukeTeso variantia, Tu
aucilebelia

satelefono

struqtura?

(mindori). erTnairi siganiT.

iyos

unda

saubarisas?

iqnes gacemuli pasuxi.
nebismieri

1. ra

62

gagzavnisas

mTavari

1.6. saqmiani adamianis qcevis normebi

seriozuli

restoranSi

tualetSi.

Tu
erTad,

Tqven
da

midixarT

es

restoranSi

gadawyvetileba

(TviTneburad)

moxda,

qalTan

spontanurad

Tavisufal

adgils

restoranSi gamonaxavs mamakaci. Tu es Sexvadra
winaswar iyo daniSnuli, maSin mamakaci unda
movides ufro adre vidre qalbatoni, gaixados
(Tu

es

saWiroebas

restornis

moiTxovs)

gasaxdelSi

gare

da

samosi

gaarkvios

oficiantTan (restornis mosamsaxure), Tu sad
aris (ra adgilzea) mis mier SekvaTili magida.
yvelaferi

es

unda

mandillosnis
daxvdebiT

moxdes

mosvlamde.

mandilosans,

garesamosis

gaxdaSi

dapatiJebuli

amis

Semdeg

Tqven

exmarebiT

(Tu

es

mas

saWiroa)

da

SeuZRvebiT restornis darbazSi.
Cveulebrivad,
Sesvlisas,
sarkeSi.
qalic,
samoss.

restornis

momsvlelebi

sarkis
isworebs
Tu

win,

Tavs

rogorc

mxolod

varcxnilobas
63

darbazSi
iwesrigeben

mamakaci,

aseve

varcxnilobas
da

samoss

da
aqvs

defeqti,

restornis
mamakaci

da

is

unda

darbazSi

qalbatoni

gamoasworoT

pirveli
(misi

mihyveba mas nabij-nabij. Tu

Sedis

Tanamgzavri)

darbazSi mamakacs

Seaswro qalbatonma, maSin mamakaci valdebulia
odnav

gauswros

mas,

miacilos

SekveTil

magidamde da moexmaros ukeTesi (moxerxebuli)
adilis

arCevaSi.

adgilad

yvelaze

iTvleba:

darbazisken;

ufro

kedelTan

darbazis

moxerxebul

zurgiT,

saxiT

SuagulSi,

saxiT

Semosasvlelisken. mamakaci jdeba mas Semdeg,
roca qali moTavsdeba skamze.
ar SeiZleba miusxdeT im magidas, sadac
sxedan

Tqveni

migipatiJeben.
madloba,

nacnobebi,

Tu

mipatiJebisTvis

magram

ar

isini

ar

gadauxadeT

maT

miatovoT

Tqveni

Tanamgzavri qali da miujeqiT mas.
Tu Tqven
ukve

sxedan

miujdebiT im magidas, sadac

TqvenTvis

ecdebiT

gaecnoT

misalmeba

da,

Tu

ucnobi

maT.
gnebavT

adamianebi,

saWiroa

mxolod

odnav

gaRimebiT

warmoTqviT fraza _ `gemrielad SegargoT~.
64

nu

meniu
mamakacma

(saWmel-sasmelis
unda

miawodos

CamonaTvali)

mandilosans

an

waukiTxos TviTon.

miesalmoT
wamodgoma

ar

aris

mdgomareobaSi,
aucilebeli.

fexze

adgoma

da

gverdze gasvla SiZleba, Tu saWiroa masTan

Tu Tqven restoranSi SexvediT stumrebTan

dalaparakeba.

erTad, maSin ecadeT waukiTxoT meniu xmamaRla,
xolo,

damjdar

kerZs

SearCevs

individualurad.

am

TiToeuli

SemTxvevaSi,

restoranSi ar SeiZleba arafris wakiTxva,
garda meniusi.

Tqveni

Tu restoranSi imyofebiT mandilosanTan

SeTavazebis Semdeg, meniu SeiZleba waikiTxos

da magida, romelsac usxedxarT, didia, maSin

erT-erTma stumarmac.

mandilosani daisviT Tqvens marjvniv, xolo, Tu

ar SeiZleba oficiantis xmamaRla moxmoba

magida pataraa, maSin daisviT Tqvens pirdapir.

(gamoZxeba), an magidis instrumentebiT: kovzi,
Cangali

da

zedapirze,

sxv.

akaunoT

Wiqaze.

TefSze,

umjobesia

magidis

Tu restoranSi erT magidas unda miusxdes
stumarTa

didi

raodenoba,

maSin

gverdSi

daelodoT,

dajdoma unda moxdes an interesTa sferodan

rodesac gamoCndeba da mogiaxlovdebaT, JestiT

gamomdinare, an asakis gaTvaliswinebiT (cxadia,

acnoboT, rom igi movides TqvenTan.

saubari ar aris banketze, aramed saqmian an

magidasTan jdomis dros ar SeiZleba Tmis
varcxna,

stvena,

uneblie

SemTxveviT

xelSi

uzrdelobad

iTvleba

simRera,

aRebuli

TamaSi
sagnebiT.

gadalaparakeba

axlo

oficialur Sexvadraze). Tu Tqven restoranSi
aseT

mravalricxovan

Tanamgzavri
magidasTan

magidasTan

mandilosnis
yuradReba

mobrZandiT

gareSe,

miaqcieT

maSin

qalbatons,

magidasTan myof stumrebTan. Tu mainc da maic

romelic zis Tqvens gverdiT, marjvniv. cekvaze

es

SeiZleba

SegiZliaT gamoiwvioT yvela mandilosani. Tu

gadajdeT maTTan. Tu Tqveni magidis gverdze

Tqven ecekvebiT ucxo qalbatons, nu SeawyenT

Caivlis

mas Tavs da gamoicekveT maqsimum orjer.

saWiroa,

maSin

Tqveni

ramdenime

nacnobi,
65

wuTiT

maSin

mas

unda

66

cekvis dros ar SeiZleba sigaretis moweva.
gamolaparakeba

sasurvelia,

magram

ar

aris

romeliTac

mowodebulia

fulis

Tanamgzavr mamakacTan erTad da gsurT masTan

mamakaci

valdebulia

cekva, aucileblad aiReT nebarTva mamakacidan.

samosis

CacmaSi.

iniciatoris winadadabiT. magidis danaxarjebis

gadaxdis

gadaxdis

dros,

es

ar

aris

daexmaros

sasurvelia

lamazi.

mandlosans

igi

miacilos

saxlamde. arasodes gauwodoT qals marcxena
xeli

gadaxda xdeba, roca yvela stumari amTavrebs
saWmlis miRebas.

angariSis

qaRaldi. nu miiqcevT yuradRebas gadamxdels

aucilebeli. Tu mandilosani restoranSi mosulia

restornidan gamosvla xdeba am Sexvedris

gadaxdis

xelkavisaTvis an sxava saWiroebisaTvis.
didi mniSvneloba aqvs saubris kulturas

magidasTan.
dros

aucilebelia

Semdegi

magidasTan

ar

SeiZleba

SeexoT

mZafr

warimarTos

wynar

wesis dacva: Tu restorenSi mipatiJeba moxda

Temebs,

erTi pirovnebis mier, maSin fuls ixdis is.

tonze. upiratesoba unda mieces maxvilgonier

mamakaci ixdis mipatiJebuli mandilosnis wils.

da msubuq saubrebs. magidasTan miRebulia iseT

Tumca, qalbatons SeuZlia TviTon gadaixados

Temebze saubari, romelic gaxalisebs magidis

Tavisi wili.

wevrebs.

Tu

restoranSi

jgufurad,

iqneba

kerZisa

da

sasmelebis fasze laparaki. aseve uzrdelobaa

molaparakeba.

esaubroT ara marto Tqvens gverdSi mjdoms an

SeiZleba TiToeulma gadaixados cal-calke, an

partniors, aramed sxvasac. nebismieri saubari

gadaxda

Segrovili

ise unda warmarToT, rom xeli ar SeuSalos

fulidan.

saWmlis miRebas. gadalaparakebebi ar unda iyos

gadaxdis Semdgom am Temaze diskusiis gamarTva

xangrZlivi, is unda Sedgebodes replikebisgan,

miuRebelia.

mcire

moxdes

fulidan

iyos

saerTo

vis-ramdeni

Tavidan

Sesaxeb

ukulturoba

mosaubresTan CurCuli da yurSi saubari. unda

unda

gadaxdis

miRebulia

saubari

(vin

gadaixdis)

maSin

wasvla

umjobesia

(winaswar
SeeZlo)

gadaxdis Tanxa ideba im TefSze,
67

frazebisgan,

xumrobebisgan,
68

magram

yvelaferi es ar unda iyos arabunebrivi da

daiwyoT

ZaldatanebiTi.

daamTavreT Wiqis SesmiT (ar aris saWiro Wiqa

ar ecadoT mosaubres xeliT SeexoT, raTa
miipyroT misi yuradReba. Tu laparakis dros

sityvis

Tqma.

sityva

aucileblad

SesvaT bolomde). sityvis dawyebisas SeiZleba
iTxovoT Wiqebis Sevseba.

Tavs ver SeikavebT cxviris ceminebisgan, ecedeT

Tu

magidis

romelime

wevri

gamodis

gaakeToT igi rac SeiZleba xmadabla da bodiSis

sityviT, am dros ar SeiZleba gaagrZeloT Wama

moxdiT.

an saubari. mosmenisas saWiroa iyoT wynarad da

Tu

magidis

romelime

wevrma

cxviri

daacemina, datoveT es faqti yuredRebis gareSe
(viTom

ar

gagigiaT),

gamoxmaureba

ar

aris

sityvebiT:

`sicocxle~,

`xeiri~

da

saWiro

`janmrTeloba~,

ase

gaCerebuli.

Semdeg.

ra Tqma unda, didi mniSvneloba aqvs Wamis
kulturasac.

magidis

yvelaferi

mezobel wevrTan salaparakod ar SemotrialdeT

miujdebi

zurgisken.
romelime

nu

gaamaxvilebT

kerZs

ar

scemT

iqedan

magidas.

iwyeba,

skamze

Tu

unda

rogor

moTavsdeT

yuradRebas,

Tu

mTlianad da ise, rom magidis kidesa da Tqvens

pativs

ar

korpuss Soris daSoreba iyos xelis gulis

da

miirTmevT, umjobesia Cumad TqvaT uari masze.

odenobis (oTxi TiTi). unda dajdeT gamarTuli

yvelaze xelsayreli momenti imisTvis, rom

da

odnav

modunebuli.

idayvebi

unda

iyos

warmoTqvaT samagido sityva an sadRegrZelo,

korpusTan axlos da ar gawioT isini ganze.

aris Sesveneba an pauza kerZebs Soris, roca

mcireodenad SeiZleba idayvebis gaweva ganze im

stumrebi

an

SemTxvevaSi, roca kerZis Semotana dasruldeba

da

da

ar

sadRegrZelo
momabezrebeli.

miirTmeven
ar
Tu

unda

kerZs.
iyos

sityviT

sityva
grZeli

ginda

gamosvla,

stumrebi

saubroben

erTmaneTTan.

daeyrdnoT idayviT magidis zedapirs, maSinac

unda adgeT fexze, msubuqad daakakunoT Tqvens

ki,

Wiqaze, raTa miipyroT stumrebis yuredReba da

gindaT daeyrdnoT magidas xelSi sigaretiT.

69

ar

roca

eweviT

sigarets

70

da

moxerxebulad

xelsaxoci
daifaroT

qaRaldi

muxlebze,

unda

raTa

gaSaloT

daicvaT

da

samosi

daniT, romliTac xorcs Wrian, ar iReben
marils

samariledan

kerZis an siTxis daRvrisgan. Wamisas xelsaxoci

TefSidan.

qaRaldiT

miuRebelia.

SeiZleba

Siga

da

Sig

gaiwmindoT

TiTebi da faqizad SeexoT tuCebiTac.
Tu

mogitanes

gacivebisaTvis

ar

raime, maSin dana da Cangali daawyveT ise, rogorc

bolomde

dasamTavreblad

marjvniv,

TefSis

marcxena

xeliT

dasawyisSi

wvniani

dasaSvebia

gadaxra

Tqvengan

narCenis

iWmeba

CafSvna

tuCebidan,

saWmlis

kovziT

puris

saWmelSi

dalioT wyali (an sxva siTxe), aiRoT puri an sxva

is

da

saerTo

saWmeli,

umjobesia daelodoT, sanam gacivdeba. wvniani

sawinaaRmdegod

saWmels

Tu droebiT apirebT Wamis SeCerebas, raTa

wvniani
SeuberoT

wvnian

an

kovziT,

giWiravT

xelSi:

Cangali

dana

saxeluriT

saxeluriT

(tariT)

marcxniv.

Wamis

damTavrebisas danas da Cangals awyoben TefSze.

amoReba.

Tu

xolo

Cangali,

vinme
is

gTxovT

unda

miawodoT

miawodoT

damTavrebisas SeiZleba TefSidan SesvaT ise,

gaSverili,

rogorc lambaqidan, Tu ra Tqma unda, es TefSi

neitralur adgilze (Suaze).

TviTon warmoadgens did sawvne lambaqs.

ise,

rom

dana

saxeluriT

Tqven

xeli

an
win

mohkidoT

yvela rbili kerZisTvis: xorci, Tevzi, da

Tu EWamis dros iyenebT danas an Cangals,

a.S.

unda

ixmaroT

mxolod

dana.

frinvelis

dana daiWireT marjvena, xolo Cangali marcxena

xorcs miirTmeven danisa da Canglis daxmarebiT.

xelSi. xorcis naWris mTlianad daWra ar aris

zogierTi

kerZis,

rogoricaa

miRebuli, saWiroa, naWers moaWraT imdeni da

dasaSvebia

xeliT.

Tevzi

imdenjer,

ramdenjerac

CangliT,

winaaRmdeg

SemTxvevaSi

mas
daWrili

gacivdeba da ugemuri gaxdeba.

miirTmevT,
naWrebi

romelsac

iWerT

wiwila,

SeiZleba
marjvena

miirTvaT
xelSi,

xolo marcxena xeliT exmarebiT puris patara
naWriT.

Tevzis

Zvlebs

(fxebs)

saSualebiT awyobT TefSis kideze.
71

Wama

72

Canglis

salaTa unda miirTvaT patara TefSze da

da

bolos,

etiketi

warmoadgens

imijis

ar unda gadaiRoT igi did TefSze. Tu salaTa

formirebis yvelaze mZlavr iaraRs. dRevandel

Semotanilia

Tanamedrove

didi

TefSiT,

maSin

igi

Tqvens

biznesSi

firmis

saxes

didi

TefSze unda gadaiRoT im kovziT an CangliT,

mniSvneloba aqvs. is biznesmeni, romelic ar

romelic

icavs etikets, kargavs Zalian mbevrs. iq sadac

Tan

axlavs

salaTis

did

TefSs.

dauSvebelia am dros Tqveni danis, kovzis an

batonobs

Canglis gamoyeneba.

mogeba,

buterbrods zogjer miirTmeven daniT da
CangliT.

Sedegi.

amboben,

maRalia
anu,

kargi

mwarmoebluroba,

rogorc

manerebi

biznesmenebi

momgebiania.

im

miuRebelia

xilis

mokbeCa.

firmasTan, sadac icaven etikets, urTierToba

gaifcqvnas

daniT,

daiWras

yovelTvis

nawilebad, amoiWras Siga Teslovani nawili da

msoflios

mxolod amis Semdeg SeiZleba miirTvaT.

gadaiqca normad. es imiT aixsneba, rom etiketi,

saWiroa

yovlad

etiketi,

igi

nu

jer

gamoiCenT

mouTmenlobas

da

nu

moiTxovT mogarTvan kerZi pirvel rigSi. Tu
Tqven mogindaT miirTvaT sasmeli, SegiZliaT
Sesavsebad

gauwodoT

movaleobas

asrulebs

geWiroT

marjvena

Wiqa

mas,

magidaze.

xelSi

vinc
Wiqa

ceris,

am
unda

saCvenebeli

TiTisa da Sua TiTis daxmarebiT.
magididan
gaasworoT
adgomisTanave

adgomisas

xelsaxoci
ar

ar

ars

saWiro
magididan
gaeSuroT

gasasvlelisken, saWiroa cotaodeni Seyovneba.
73

yvela

bunebiT

amitom,

firmisTvis

qmnis

saqmiani

TiTqmis

etiketis

dacva

kontaqtisaTvis

sasiamovno fsiqologiur atmosferos.
unda gvaxsovdes, rom etiketi gvexmareba
mxolod

maSin,

roca

ar

varT

Sinaganad

daZabuli imis gamo, rom vcdilobT moviqceT
etiketis

dacviT,

romelic

adre

arasdros

gagvikeTebia. etiketi unda davicvaT bunebrivad,

qaRaldi.
unda

Tavisi

sasiamovnoa.

Zaldautaneblad, daZabulobis gareSe da igi
CvevaSi gadaviyvanoT.
etikets anu yvela karg maneras safuZvlad
udevs is, rom adamiani xels ar uSlides meore
74

adamians,

rom

yvela

erTad

vgrZnobdeT

Tavs

1.7. saqmiani urTierToba, molaparakebis
warmarTvis ganmsazRvreli faqtorebi

kargad. ar unda ecadoT SeiswavloT manerebi,
aramed unda Tqveni Tavi aRzardoT ise, rom
gamoxatoT

is,

rac

igulisxmeba

manerebSi:

frTxili da saTuTi damokidebuleba samyaros
mimarT,

sazogadoebasTan,

bunebasTan,

Sens

warsulTan.

unda

moiqceT

restoranSi

2. rogoria momtanTan urTierTobis weswbi?
3. ra wesiT xdeba restoranSi danaxarjis
gadaxda?
restoranSi

jdomisa

da

saWmelisa

da

laparakis kultura?
5. rogoria

faqtoria,

rogr

partniorTan

restoranSi

sasmelis miRebis kultura?

Tu

urTierTobis

SegiZliaT

ganmsazRvre-

flobT
xerxebs,

gaerkveT

saqmian
ramdenad

mowinaaRmdegis

fsiqologiaSi,

gaerkveT

sxva

organizaciis, firmis da a.S interesTa sferoSi.

Sesvlisas qalTan erTad?

4. rogoria

warmarTvis

(konkurentis)
sakontrolo kiTxvebi:

1. rogor

li

molaparakebebis

unda

gvaxsovdes,

safuZvels,

mis

rom

adamianis

mamoZravebel

qcevis

faqtors

warmoadgens idumali anu maluli survilebis
ganxorcieleba.
Tavisi

Aadamiani

gegmebis

fiqrebSi

ganxorcielebis

variantebs,

Tumca,

es

gegmebi

survilebia

da

xSir

ganuxorcielebelic,

magram

adgens
sxavasxva

ufro

metad

SemTxvevaSi
mis

qcevaSi

yovelTvis vlindeba Canafiqrebis nawili mainc.
saWiroa,

am

survilebis

amocnobis

unaris

gamomuSaveba. is, vinc amas SeZlebs, yovelTvis
iqneba warmatebuli saqmian urTierTobaSi da ra
Tqma unda, misi konkurentunarianoba biznesSi
garantirebulia. xolo is, vinc amas alRos ver
75

76

auRebs, darCeba izolirebuli da martosuli.

xerxebs,

Sesabamisad,

romelic farTod aris gamoyenebuli sxvadasxva

marcxic

ar

aris

Tavidan

aSorebuli da warmatebaze fiqri zedmetia.

zeobrivi

cdilobs

uangarod

yovelTvis

da

uangaro.

emsaxuros

isargeblebs

is,

sxva

vinc

adamians,

upiratesobiT,

radgan

rogorc
molaparakebebi
verbaluri

eTikis,

adamians

codnas.

mowinaaRmdegis,
gansajos

Tavisi

anu

Tavisi

Tavi

sxvis

qmedeba

warmoidginos

adgilze
mis

da

mimarT,

programebs,

ase
maSin

cnobilia,

saqmiani

saubrebi

momdinareobs

da

(sityvieri,

mosaubreebisagan

mas afaseben, pativs scemen, misi sjeraT. Tu
SeuZlia

specialur

profilis specialistebis momzadebis procesSi.

adamiani yovelTvis unda cdilobdes iyos
marTali,

adgenen

moiTxovs

kulturis
Ggarda

rogor

zepiri)

mniSvneloba

da

sityvaTwqarmoTqmis

es

styvaTwarmoTqmis,

ganaTlebulobis

amisa,

Jestebs

formiT.

mimikebs

dros,

rac

aqvs,

Rrma
Tu,

vurTavT
verbaluri

misTvis, misi momavali safiqrali aRar aris,

procesis

radgan

Sinaasobriva unda erwymodes mas. Aaqve gvinda

aseTi

adamianis

momavali

yovelTvis

iqneba warmatebuli.
komerciuli,
moRvaweobis

araverbaluri

aRvniSnoT,
samewarmeo,

nebismier

politikuri

sferoSi

da

warmatebis

Jestebis
unda

rom

araverbaluri

gamoyenebis
frTxilad

dros

urTierTobis

SemTxvevaSi.

molaparakebebi. saubrebisa da molaparakebebis

gvaxsovdes,

rom

procesis fsiqologiisa da eTikis SeswavliT

(konkurentebi)

Cvengan

dainteresebulebi

gansxvevebuli

kulturisa

mkvlevarebi,

mimikebisa

da

da

gansakuTrebulad

viyoT

miRwevaSi mTavar rols asrulebs saubrebi da

arian

danamatia

ucxoelebTan
yovelTvis

ucxoeli

unda

partniorebi
gansxvavebiT,
da

religiis

specialuri sakvlev-samecniero centrebi. isini

warmomadgenlebi arian da amitom, maTi Jesti da

amuSaveben

mimika SeiZleba sruliadac ar Seesabamebodes

da

molaparakebebisa

praqtikaSi
da

saubrebis
77

nergaven
meTodebs

da

Cvensas da sawinaaRmdegoc ki iyos. MmagaliTad,
78

bulgarelebi, miuxedavad imisa, rom ZiriTadad
marTmadidebluri

(qristianuli)

sarwmunoebis

saqmiani saubari gulisxmobs informaciisa
da

azrebis

gacvla-gamocvlas

da

ar

warmomadgenlebi arian, saubris dros iyeneben

gulisxmobs raime xelSekrulebis dadebas an

Jests,

valdebulebaTa

romelic

mkveTrad

gansxvavdeba

Cvens

gamomuSavebas,

romelic

mier gamoyenebuli Jestisagan. kerZod, Tanxmobis

SemdgomSi

SemTxvevaSi

sawinaaRmdego

saubari

da

warmoadgens mis Semadgenel nawils.

bulgareli

mimarTulebiT,

anu

Tavs

marjvniv

marcxniv

amoZravebs, xolo Tu naTqvamze ar Tanxmdeba
piriqiT,

zemodan

arcodnis

qvemoT,

SemTxvevaSi

rac,

mniSvneloba

win

ganxorcieldes.

uswrebs

saqmiani

molaparakebebs

da

rac Seexaba molaparakebebs, mas aqvs ufro

am

Jestis

oficialuri

mxare

gaugebrobaSi

agdebs

iTvaliswinebs

im

masTan mosaubres.
saubris

unda

da

roogrc

dokumentebis

wesi,

(kontraqtebi,

xelSekrulebebi da a.S) xelmowerebs, romelic
dros

aqvs

yvelaze

yuradRebiT

arsebiTi
movusminoT

mosaubres, agrZnobinoT mas, rom interesdebiT

gansazRvravs

xelmomweri

mxareebis

urTierT

valdebulebebs.
molaparakebebis

momzadebis

ZiriTadi

misi sityvebiT, Siga da Sig gamoavlinoT es

elementebia: molaparakebebis sagnis gansazRvra,

interesi

partniorebis

moZieba,

sakuTari

interesebis

riTac

JestebiT,

mimikiT,

daexmarebiT

TviTdajerebuli

mokle

mosaubres
iyos

fraziT,
raTa

is

molaparakebisas.

delegaciis

`adamianebTan

organizaciuli

ganZia,

romelSic

me

xerxebis

codna

gadavixdidi

es

gacilebiT

mets, vidre nebismier sxva rameSi am qveyanaze”

79

is

da

dafiqsireba,

molaparakebebis programisa da gegmis Sedgena,

cnobili biznesmeni rokfeleri amtkicebda, rom
saubris

partniorebisa

aucilebel

Semadgenlobis
sakiTxebis

masalaTa

momzadeba:

SerCeva,
gadaWra

da

dokumentebi,

formebi, xelSekrulebebi, saqonlis (Tu masze

80

debT xelSekrulebas) aRwera, diagramebi, sqema,
naxazebi, nimuSebi da a.S.
molaparakebebis
Tanamimdevroba

gaaCnia

Tavisi

saubris dawyeba informaciis
argumentebi

da

kontrargumentireba gadawyvetilebis SemuSaveba
da miReba, saubris damTavreba.
molaparakebis

Aaucileblad unda iqceodeT

TavdaWerilad.

sqemas

gacvla-gamocvla

1. racionaloba.

(gabrazeba,

mwyobridan

daZabuloba,

gamosvla,

tonis

da

saqmis

wvdoma.

SeiZleba iyos gacnobiTi Sexvedra anu saubari.

gageba

am Sexvedris dros zustdeba saubris sagani,

mxarisaTvis

wydeba

gadawyvetilebebis gamomuSavebas.

eqspertebi,
winaswari

delegaciis

wevrebi.

saubrebisa

Sedgenazea

da

dgindeba
swored

am

kontraqtebis

damokidebuli

Semdgomi

molaparakebebis efeqturoba.
SemogvTavazes eqvsi DZiriTadi wesi, romelic
dagvexmareba

partniorebs

Soris

kavSiris

damyarebaze winaswari saubris dros. Ees wesebi
aseve efeqturad moqmedebs winaswari Sexvedris
Semdeg

gamarTul

uyuradReboba
xels

molaparakebebzec

da

ar

a.S.)

da

uSlis

Ppartnioris

saqmis

da

zereled

zRudavs

misaRebi

orive

winadadebisa

da

3. urTirTobis damyareba. Tu Tqveni partniorebi
gaurbian

TqvenTan

interesdebian
maTTan

amerikelma specialistebma SeimuSaves da

da

gonivruli gadawyvetilebis miRebaze.

mimarT

sakiTxebi,

aRelveba,

aweva

etapi

saorganizacio

pirveli

xmis

emociebi

uaryofiT gavlenas axdens molaparakebaze da
2. yuradReba

procesis

Uukontrolo

urTierTobas

TqveniT,

damatebiTi

ecadeT

da

ar

gamarToT

konsultaciebi.

Ees

dagexmarebaT urTierTobis gaumjobesebaSi.
4. saimedooba.

Yyalbi

argumentirebis

Zalas

informacia

asustebs

da

cudad

moqmedebs Tqvens reputaciaze
5. daiviwyeT
damrigebeli.

mentoruli
Mmentori

toni.

(mentori

saxelad



erqva

kargavs Tavis mniSvnelobas. mogvyavs es wesebi

homerosis poema `odiseis” mTavari gmiris –

Tanamimdevrulad:

odisevsis Svilis - telmaqes gamzrdels.) Nnu
81

82

SeurachyofT partniors damrigebluri toniT
da

dauwyebT

swavlebas.

mTavari

meTodia

daarwmunoT igi.

maqsimalurad gaxsnili, raTA

samagierod misganac gaigoT raime axali.
molaparakebebis
asrulebs

Tu

drois

procesSi
ra

did

kiTxvebis

iseTnairad

formirebis,

rom

masze partniorisgan miiRoT amomwuravi pasuxi.
kiTxvebi

unda

sworad

warmarTvas

gamocnobas.

emsaxurebodes
da

KkiTxvebis

molaparakebebis

oponentis

sworad

dasma

xedvis
xels

uwyobs TqvenTvis xelsayreli gadawyvetilebe-

molaparakeba. Eeqspertebis azriTa da praktikuli

bis miRebas. saqmiani saubrebis warmatebulobis

dakvirvebebiT

garantia agreTve im etiketis dacva, romelic

rom

xdeba

bevradaa

es

dadgenilia,

monakveTSi

rols

warmatebuloba

damokidebuli, Tu ramdenad SegiZliaT da gaqvT
unari

6. miReba. ecadeT kargad miiRoT meore mxare da
iyoT misTvis

molaparakebis

optimalur

da

xelsayrel dReebad molaparakebisaTvis irCeven
samSabaTs,
sasiamovno

oTxSabaTs,
droa

xuTSabaTs.

sadilobis

wina paragrafSi iyo mocemuli.

Yyvelaze

Semdgomi

dro

_

molaparakebis
aqvs

sizustes,

naxevari, erTi saaTis Semdeg, radgan sadilze

eTikuri

fiqriT

unda

aRar

itvirTeba

goneba

da

saqmiani

gadawyvetilebac msubuqad miiReba.
molaparakebisTvis
SeiZleba

mdgomareobidan
partnioris

SeqmnaT

gamomdinare

garemo
sakuTari

Tqvens

warmomadgenlobaSi

hqondes

safuZvelze

xelsayreli

TviTon

normaa,

an

ofisSi,
iseT

neitralur teritoriaze rogoricaa: sastumros
nomeri, restorani, sakonferencio darbazi da sxv.

dros

igi

didi

mniSvneloba

erT-erTi

aucilebeli

romelic

Sesisxlxorcebuli

adamians.

miRebuli

xelSekrulebis

vadebi

wuTebis sizustiT unda iyos daculi. Tu es
dro

dairRveva

da

dagvianebiT

iqneba

Sesrulebuli, es miuTiTebs Tqvens partniorul
arasaimedoobaze da imijze.
aseve didi mniSvneloba aqvs konkretulobas.
ecadeT yovelTvis iyoT konkretuli, moiyvanoT
faqtebi da cifrebi dawvrilebiT.

83

Mmolaparakebis

84

bolos,

unda

gaxsovdeT,

rom

molaparakebis an saubrebis negatiuri Sedegi

emTxveva,

da

gulgrilobis

gamoCenis

SeTanxmebis

ver

ra

aris

saqmiani

ganxiluli

molaparakebis

sakiTxebidan

safuZvels. damSvidobeba iseTi unda iyos, rom

molaparakebis

igi

firmis wardgena (prezentacia).

gaiTvaloT

Semdgomi

Sexvedrebis,

kontaqtebis damyarebis da saqmiani kavSirebis
aRdgenis

safuZvlad

da

ar

moiWraT

am

kavSirebisken mimavali yvela gza.

miRweva,

roca

mxareebis azri gansxvavebulia.

sulac ar warmoadgens molaparakebebis CaSlis,
ukmexobis

an

firmis

gamimdinare,

erT-erTimizani
prezentaciis

mizani?

SeiZleba
mizania

iyos

saqmian

wreebSi imijis damkvidreba, firmis sasurveli
saxis Seqmna, firmis saxelis reklama. garda

partniorTan sxvadasxva sakiTxze davisa

amisa, firma mimarTavs Tavisi biznes-proeqtebis

da kamaTis dros unda ecadoT gaarkvioT davis

prezentacias, romelic xels uwyobs adamianebis

sagani, oponentebis pozicia da es yvelaferi

informirebas biznesis saqmianobaze, rac cxadia,

gakeTdes emociisa da daZabulobis gareSe _ civ

iwvevs ukureaqcias dainteresebuli adamianebisa

gulze, egreT wodebuli `orTqlis gamoSvebis”

da

meTodis

dagamSvidebT

saSualebiT miiRos SeTavazeba biznes-proeqtis

grZnobas

biznes

gamoyenebiT,

mrisxanebisgan,

romelic

mogixsniT

SiSis

da

CagayenebT Cveul kalapotSi.
obieqturobis
unda

iyos

ara

aris
ideaze

kamaTis

survilebi,

dros
aramed

aris saSualeba, partniorebs (adamianebs) Soris

gamosvlebisa

urTierTkavSiri,

kiTxvebisa

miRweva,

roca
85

mis

firmam

realizebaze,

amis
rac

daniSnulebaa
mxareebis

an
azri

saqmiani

molaparakebis

momzadeba. SeiZleba iTqvas, rom molaparakeba es
aris

SeTanxmebis

da

ganvixiloT

simarTle da kanoni, radgan molaparakebebi, es
romlis

gamoricxuli,

usaTuoT zrdis biznesis mogebis wils.

kriteriumi

mxareebis

ar

menejmenti

moqmedebaSi.

da
da

sapasuxo
am

kiTxvebze

kamaTebisa da mtkicebebisgan.
86

is

Sedgeba

gamosvlebisgan;
pasuxebisgan;

molaparakeba
msubuqsad

da

SeiZleba

mimdinareobdes

daZabuladac;

partniorebma

SeiZleba saerTo ena gamonaxon advilad, Znelad
an saerTod ver mividnen SeTanxmebamde. amitom,

scenari.

imasTan

siZnelis

dakavSirebiT,

molaparakebasTan

Tu

gvaqvs

ra
saqme,

SeiZleba Sedges ramdenime molaparakebac;
¾ kargi

iqneba

Tu

Sedgenil

programsa

da

saWiroa, yoveli molaparakebisTvis SevimuSavoT

models

taqtika da misi warmarTvis teqnika. imis gamo,

Teoriis gamoyenebiT. aqve aRvniSnavT, rom, Tu

rom molaparakebebi ar atareben standartul

am

xasiaTs da faqtiurad sxvadasxva daniSnulebas

kompiuterul

emsaxurebian, SeuZlebelia SemoTavazebuli iyos

romelic

molaparakebis

interaqtiul

miuxedavad

momzadebis

amisa,

zusti

molaparakebis

modeli.
dawyebamde

saWiroa momzadeba da iseTi modelis SemuSaveba,
romelic

SesabamisobaSi

procesTan.

modeli

sxvadasxva

ra

iqneba
Tqma

konkretul

unda

konceptualuri

maSin

gaviTamaSebT

modelis

`saqmiani

gaTamaSebisas
(eleqtronul)

iZleva

gamoviyenebT
sawvrTnelebs,

ramdenime

reJimSi

saimedooba

TamaSebis”

variantis

ganxilvissaSualebas,

molaparakebis

sasurveli

miznis miRwevisa didia;
¾ winaswar

gamoiyos

is

momentebi,

sadac

ar

Sedgeba

vapirebT daTmobas da is problemebic, sadac

bijebisgan,

SeiZleba davTmoT mowinaaRmdegis sasargeblod,

romelTagan zogadad SeiZleba gamovyoT:

Tu moulodnelad Seiqmneba iseTi mdgomareoba,

¾ zustad gamoikveTos molaparakebis sagani da

roca molaparakeba Sedis CixSi;

ganxiluli

iqnas

warimarTos

is

problema,

molaparakebebi.

razec

unda

¾ winaswar

ganisazRvros

kompromisze

iniciativac

(daTmobaze) wasvlis is zeda da qveda zRvari,

mxolod imis mxareze iqneba, vinc ufro kargad

romelic, Cveni azriT gamoiwvevs diskusiis

gaerkveva problemis bunebasa da arsSi;

gamZafrebas.

¾ aucileblad
programa

da

unda

Sedges

molaparakebis
87

samagaliTo
mimdinareobis
88

am

modelis

realizeba

SeiZleba,

Tu

molaparakebis momzadebis procesSi Seswavlil
iqneba Semdegi kiTxvebi:

1.
2.
3.
4.
5.
6.
7.

8.
9.

1.

molaparakebis mizani;

2.

partniorebi;

3.

molaparakebis sagani;

4.

molaparakebis pirobebi;

5.

molaparakebaSi monawileebi da damswreebi;

6.

molaparakebis organizeba.
sakontrolo kiTxvebi:
ra
aris
molaparakebebis
warmarTvis
ganmsazRvreli faqtori?
ras aqvs saubris dros yvelaze arsebiTi
mniSvneloba?
ras gulisxmobs saqmiani saubari?
ras gulisxmobs molaparakeba?
ra
aris
molaparakebebis
momzadebis
ZiriTadi elementebi?
ra SeiZleba iyos molaparakebis pirveli etapi?
ra ZiriTadi wesebi arsebobs, romelic
dagvexmareba partniorebs Soris kavSiris
damyarebaze winaswari saubris dros?
ra aris saqmiani molaparakebis mizani?
moiyvaneT molaparakebis momzadebis modelis
konceptualuri bijebi.
89

1.8. klientebi da maTi identificireba
cxadia,
firmas

hyavs

SeiZleba

nebismier

biznesis

warmoebel

Tavisi

klientebi.

klientebi

pirobiTad

potencialuri

davyoT

klientebi

or
da

jgufad:
arsebuli

klientebi. cxadia, potenciuri klientia is vinc
jer kidev ar aris firmis arsebuli klienti,
romelic ukve sargeblobs firmis produqciiT.
biznesis

ZiriTadi

amocanaa

gadaiyvanos

potencialuri klienti ZiriTad anu arsebuli
klientebis jgufSi. Arsebuli klienti es is
klientia, romelmac erTjer ukve iyida firmis
produqcia (nawarmi) da albaToba, rom igi kidev
iyidis igive firmis nawarms gacilebiT didia
vidre SemTxveviTi klientis SemTxvevaSi. amis
mtkiceba

SegviZlia

imiT,

rom

klienti,

romelmac erTxel mainc iyida firmis nawarmi,
ukve endoba am firmas da aseve firmamac ukve
icis klientis moTxovnis done da kultura.
xazgasmiT
rolSi

unda

marto

avRniSnoT,
erTeuli

rom

pirovnebebi

klientis
ki

ar

igulisxmeba, aramed klienti SeiZleba iyos sxva
90

romelime firma, dawesebuleba, koorporacia an

xdeba

adamianTa jgufebi. Ffirma, romelic cdilobs

gadaxda

potenciuri

biznesmeni

iyenebs

sxvadasxav

saTamasuqo

flobdes komunikaciebis iseT saSualebas da

baraTebs,

romlis

mixedviTac

klientebs

taqnologias,

sTavazoben am baraTis wardgenis safuZvelze

klientis

gadabirebas,

romelic

Camouyalibebs

potenciur

unda

klients

firmisadmi ndobas da ar aris

saqonelze

erTgvar

produqcias Tavis samaxloblo wreSic ki. aseTi

samoqalaqo

damokidebulebebiT

saidentifikacio

klientebis mozidvis albaToba.
garda

zemoT

klientTa

ori

uflebis

identificirebac.

damadasturebeli

aris

is

klientebi,

momentSi

SehyavT

TavianTi
romelsac

monacemebi
iyos:

aseT

ewodeba.

pasportis

es

nomeri,

piradobis mowmobis nomeri, mZRolis marTvis

jgufisa, firmas SeuZlia moaxdinos klientTA
es

am

momacemebi,

SeiZleba

fulis

saqonelze.

klientebs

monacemebi

naxsenebi

mier.

fasdaklebas

SemTxvevaSi,

izrdeba

momsaxurebaze

momxmareblis

gamoricxuli, man reklamc ki gauwios firmis

gacilebiT

an

nomeri

da

maTi

msgavsi

mowmobis

sxva
nomeri.

romelsac biznes-firma gamoarCevs iuridiuli

identiicireba amis Semdeg xdeba avtomaturad.

da fizikuri pirebis saerTo masidan. klientTa

klientis

identificirebis

Sesaxeb

biznes

amocana

mimarTulebebisaTvis

tradiciul

biznesSi

anu,

internet-teqnologiebs
dakavSirebulia

wydeba

sxvadasxvanairad.
sadac
da

masiur

sxavasxva

ar

mier nayidi yoveli nivTis (saqonlis)
avtomaturad

formirdeba

romelic

profilebis
marketolgebi

klientis
analizis
Semdeg

(savaWro qseli, mobiluri (fiWuri) kavSirebi,

aqciebs,

magaliTad,

dasasvenebeli adgilebi da a.S.) identificireba

mTel

seriaze,

profili.
Sedegad

specialur

fasdaklebebi
romelic

92

aseTi
kompaniis

gegmaven

SeiZleba moxdes mxolod erT adgilze, sadac
91

informacia,

romlis Sedegad, garkveuli xnis ganmavlobaSi

iyeneben

momsaxurebasTan

grovdeba

saqonlis

warmoadgens

klientisaTvis

motivirebas,

iyidos

saqonlis

misamarTiT informaciis miReba. IP–aris misamarTi,

damatebiTi raodenoba.
axla ganvixiloT, Tu rogr dgas saqme
klientis

mesame SesaZleblobaa kompiuteris IP (aipi)

(momxmareblis)

identificirebis

romlis

mixedviTac

Sesabamisi

SeiZleba

kompiuteri

da

vipovoT

romlis

qselSi

mixedviTac

sakiTxSi internetis gamoyenebiT. principulad,

momxmarebeli Sedis internetSi. ra Tqma unda, am

arsebobs

SemTxvevaSic klientis identificireba ver iqneba

momxmareblis

identificirebis

ramdenime SesaZlebloba.
pirvelia

srulfasovani, radgan, erTidaigive momxmarebeli

parolis

sistema.

Ees

sistema

SeiZleba sxvadasxva

momxmarebels saSualebas aZlevs miebas konkretul

adgilidan

veb-gverds,

internet-kafedan,

magram

aseTi

saxiT

SeuZlebelia

momxmareblis `profilis” ageba internetSi.
meore

saSualebaa

identificireba

sabanko

momxmareblis

baraTis

saSualebiT,

romliTac momxmarebeli internetis saSualebiT

misamarTiT, sxavasxava

Sevides

internetSi.
megobris

samsaxuris

adgilidan

dros

ver

ki

da

kompiuteridan,

a.S.

gavarkvevT,

magaliTad:

identificirebis
es

momxmarebeli

erTidaigivea, Tu sxavdasxva.
identificirebis

meoTxe

SesaZleblobaa,

ixdis saqonlis an momsaxurebis fass. am dros

roca momxmarebels TviTon Sehyavs internetSi

mxolod

informacia

Tavisi

klientis identificireba, romelic ver iqneba

saxeli,

wlovaneba,

srulyofili, radgan kliens SeiZleba hqondes

sacxovrebeli

ramdenime

misamarTi

calmxrivad

SeiZleba

sabanko-sakredito

movaxdinoT

baraTi

da

am

pirovnebis

adgili,

da

a.S.

Sesaxeb:

gvari,

samuSao

adgili,

eleqtronuli

fostis

gasagebia,

rom

verc

es

SemTxvevaSi Zneli iqneba gavarCioT es sabanko-

SesaZlebloba

sakredito baraTi erT pirovnebas ekuTvnis, Tu

garanti,

misi mflobeli sxvadasxva pirovnebaa.

informacia SeZleba gangeb iyos damaxinjebuli

93

iqneba

radgan

sruli

momxmareblis

94

identificirebis
mier

Setanili

(rogorc xSir SemTxvevaSi xdeba kidec) da misi

1.9. biznes-komunikaciebi da biznesmodelebi, rogorc internetis

umtyunobis saimedooba Zalze dabalia.

ZiriTadi arsi

miuxedavad amisa, specialistebi cdas ar
akleben daamuSaon iseTi internet-saSualebebi,
rac

gaadvilebs

identipicirebas
maRali

iqneba.

da

internetiT
misi

cxadia,

klientebis

saimedooba

internetis

klientis

identificirebisaTvis

momgebiania

rogorc

droSi,

ufro

gamoyeneba
gacilebiT

aseve

finansuri

TvalsazrisiT.

internetis

biznes-modelebi,

ZiriTdi

arsi,

ramdeni

jgufi

arsebobs

da

rogoria es jgufebi?
3. momxmereblis

identificirebis

interneti,
saSualeba,

rogorc

Tavidan

ar

SesaZlebloba arsebobs?

iyo
da

gansazRvruli
igi

samxedro

Seiqmna.

msoflios

telekomunikaciuri

sistemebis

arnaxulma

ganviTarebam safuZveli daudo internetis axal
da

igi

efeqturi

marvalwaxnagovani,

saSualeba

gaxda

yvela

arsebuli dargisaTvis da maT Soris biznesprocesebis sferoSic daimkvidra Tavisi adgili.
internetis
gamomuSavebis
modelebi
saZiebo

saSualebiT

pirveli

iyo

nabiji

saZiebo

samsaxurebis

reitinguli
95

sakomunikacio

daniSnulebisaTvis

fenomenuri
ramdeni

momxmareblis

SesaZlebelia fulis gamomuSaveba.

SesaZleblobebs

2. ra aris klientTa identificireba?

rogorc

sakomunikacio saSualeba, romlis daxmarebiTac

biznes-procesebisaTvis

sakontrolo kiTxvebi:
1. klientebis

ganvixiloT

Seqmnis
96

anu

samaxurebis

Seqmna

sistemis

fulis
pirveli
Seqmna.

iTveliswinebda
teqnologiis


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