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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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