GEORGIAN BUSINESSTODAY
GEORGIAN BUSINESSTODAY
GEORGIAN BUSINESSTODAY
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<strong>GEORGIAN</strong> BUSINESS TODAY
<strong>GEORGIAN</strong> BUSINESS TODAY
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
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sarCevi<br />
biznessiaxleebi<br />
`saerTaSoriso kerZo<br />
mewarmeobis centri~ _ CIPE<br />
biznesmignebebi<br />
gWirdebaT marketinguli<br />
kvlevebi?<br />
saxelmwifo dasaqmebis<br />
programebi _ ekonomikis<br />
ganviTarebis mTavari<br />
berketi Tu siRaribis<br />
aRmofxvris meqanizmi?!<br />
yvelaze `TuxTuxa~<br />
momxmareblebis `favoriti~<br />
brendebi<br />
qarTuli brendebis<br />
warmatebuli biznesi -<br />
saintereso istoriebi<br />
sagadasaxado kodeqsSi<br />
momxdari cvlilebebis statistika<br />
uZravi qonebis bazari<br />
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kreatiuli ideebis frTebSemkveci<br />
biujeti<br />
satelevizio reklamis<br />
alternativa _<br />
Indoor & Outdoor TV<br />
cnobili brendis mTvari<br />
sazrunavi<br />
versus starbaqsis yava<br />
turistuli infrastruqtura<br />
saqarTveloSi<br />
samTo saTxilamuro<br />
sportis mimdevrebo, ar<br />
gamogrCeT<br />
3
edaqtori<br />
dodo WumburiZe<br />
nomerze muSaobdnen:<br />
ana qaTamiZe<br />
oliko zedelaSvili<br />
mariam nanitaSvili<br />
qeTi facacia<br />
salome kiRuraZe<br />
mixeil adeiSvili<br />
Temur yanCaveli<br />
qeTi WiTanava<br />
eka kevliSvili<br />
daviT merabiSvili<br />
irakli RuRuniSvili<br />
laSa RuRuniSvili<br />
naTia daReliSvili<br />
elene xaCiZe<br />
nino qitiaSvili<br />
naTia qurcikiZe<br />
Tengo joxaZe<br />
ana oxanaSvili<br />
nino xarCilava<br />
soso yifiani<br />
xatia WumburiZe<br />
dizaini<br />
naTia zedelaSvili<br />
foto<br />
laSa RuRuniSvili<br />
irakli RuRuniSvili<br />
stilist-redaqtori<br />
naTia daReliSvili<br />
stamba: Sps `sezani~<br />
tiraJi: 2000 cali<br />
UDC (uak) 338.22 (47922)<br />
a-37<br />
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55<br />
bora - bora<br />
germaniis<br />
federaciuli<br />
respublika<br />
CineTi<br />
avtomobilebi<br />
2008 wlis yvelaze<br />
cudi avtomobilebi<br />
wignebi<br />
biznesstilis<br />
ganuyofeli<br />
aqsesuari<br />
momajadovebeli<br />
da idumali. . .<br />
jinsi - ubralo<br />
muSis samosi Tu<br />
`Tavisuflebis~<br />
etaloni?<br />
oqro Tu namdvilia<br />
Jangi ar ekideba<br />
stumarTmoyvareobis<br />
`saamayo~<br />
tradicia da...<br />
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<strong>GEORGIAN</strong> BUSINESS TODAY<br />
testi : ramdenad<br />
kargad arTmevT<br />
Tavs samuSaos?<br />
rogor visaubroT<br />
telefoniT<br />
bizneskalendari<br />
ekonomikuri<br />
indikatorebi<br />
sarCevi
iznessiaxleebi<br />
`Clobal Finance~is<br />
rCeuli banki<br />
saqarTveloSi 2008<br />
wlis saukeTeso bankad<br />
`Clobal Finance~-ma<br />
`saqarTvelos banki~<br />
daasaxela. jildos<br />
miRebis SemTxvevaSi<br />
igulisxmeba, rom banki<br />
unda gamoirCeodes<br />
Semdegi miRwevebiT: aqtivebis,Semosavlianobisa<br />
da strategiuli<br />
kavSirebis zrdis kuTxiT,<br />
aseve konkurentu-<br />
li fasebiT, produqtebis<br />
inovaciiTa da<br />
momsaxurebis maRali<br />
xarisxiT.<br />
`Clobal Finance~- ukve<br />
15 welia yovelwliurad<br />
aqveynebs saukeTeso<br />
bankebis sias aziis regionSi.<br />
igi 1987 wlidan<br />
ibeWdeba da erT-erT<br />
wam-yvan saerTaSorisogamocemadaa<br />
aRiarebuli.<br />
mobilurebze da qalaqis<br />
telefonebze<br />
tarifis Semcireba<br />
igegmeba<br />
1 maisidan saqarTvelo-<br />
Si mobilur telefonze<br />
saubris tarifi<br />
4 TeTriT Semcirdeba.<br />
komunikaciis erovnuli<br />
maregulirebeli<br />
komisiis informaciiT<br />
tarifis Semcireba mobilurebTan<br />
erTad<br />
qalaqis nomrebzec<br />
gavrceldeba.<br />
aRsaniSnavia isic, rom<br />
sacalo tarifze fasebis<br />
cvlileba sabolood<br />
mainc TiToeuli kompaniis<br />
gadasawyvetia.<br />
navTobproduqtebidan<br />
mobilizebuli Tanxebi<br />
2008 wlis ianvar -<br />
martSi saqarTveloSi<br />
importirebuli nav-<br />
Tobproduqtebidan mobilizebulma<br />
Tanxam 90<br />
623 020 lari Seadgina,<br />
rac 2007 wlis analogiur<br />
maCvenebels 26%iT<br />
aRemateba.<br />
`badagonis~ warmateba<br />
italiis qalaq veronaSi<br />
gamarTul Rvinis festival<br />
`vinitalze~, Rvinis<br />
kompania `badagoni~<br />
meored warsdga.<br />
mis mier warmodgenil<br />
Rvinoebs Soris iyo<br />
wels Camosxmuli<br />
`xvanWkara~, romelmac<br />
gamofenis monawileTa<br />
mxridan didi mowoneba<br />
daimsaxura.<br />
`badagonis~ 7 dasa-<br />
xelebis Rvino 160 specialistis<br />
mier iqna dagemovnebuli.<br />
gamofenaze sxvadasxva<br />
qveynebidan sul<br />
4200-mde Rvinis kompania<br />
monawileobda.<br />
Warren Buffett aris<br />
planetis yvelaze<br />
mdidari adamiani.<br />
amerikis yvelaze cnobili<br />
investoris Warren<br />
Buffett - is kapitalma<br />
Seadgina 62 miliardi<br />
amerikuli dolari,<br />
2007 wels misi Semosavali<br />
iyo 10 miliardi.<br />
misma dagrovilma kapitalma<br />
gadaaWarba<br />
maikrosoftis damfuZneblis<br />
bil geiTsis<br />
kapitals, romelic<br />
iyo yvelaze<br />
mdidari adamiani 13<br />
wlis ganmavlobaSi.<br />
geiTsis kapitali am<br />
etapze Seadgens 58 miliard<br />
dolars da<br />
imyofeba msoflios<br />
umdidresi adamianebis<br />
reitingis mesame<br />
poziciaze. wina wels<br />
man miiRo mxolod 2<br />
miliardi dolari.<br />
meqsikis telekomunikaciis<br />
magnati Carlos<br />
Slim Helú aris msoflios<br />
umdidresi ada-<br />
mianebis reitingis<br />
meore poziciaze.<br />
misi kapitali Seadgens<br />
60 miliard amerikul<br />
dolars. misma Semosavalma<br />
wina wels<br />
Seadgina 11 miliardi<br />
amerikuli dolari.<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
,,energo-pro jorjiasa~<br />
da `saqkabelis~<br />
erToblivi kontraqti<br />
,,energo-pro jorjiam~<br />
`saqkabelis~ qarxanas-<br />
Tan 15 milioni laris<br />
Rirebulebis kontraqti<br />
gaaforma, rac sxvadasxva<br />
tipis sakabelo<br />
produqciis warmoebas<br />
gulisxmobs.<br />
`energo-pro jorjia~<br />
gamricxvelianebis procesSi<br />
`saqkabelis~ mier<br />
warmoebul produqcias<br />
gamoiyenebs.<br />
25 yvelaze Zalauflebiani<br />
adamiani<br />
biznesSi:<br />
zogierTi maTgani aris<br />
mSenebeli, zogierTi<br />
daqiravebuli `iaraRi~,<br />
magram isini cnobilni<br />
arian msofliosTvis<br />
rogorc yvelaze, Zalauflebianiadamianebi.<br />
maTi aTeuli ase<br />
gamoiyureba:<br />
• Steve Jobs<br />
• Rupert Murdoch<br />
• Lloyd Blankfein<br />
• Eric Schmidt, Larry Page,<br />
and Sergei Brin<br />
• Warren Buffett<br />
• Rex Tillerson<br />
• Bill Gates<br />
• Jeff Immelt<br />
• Katsuaki Watanabe<br />
• A.G. Lafley<br />
6 biznessiaxleebi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
foTis wisqvilqarxnis<br />
aqciebi gaiyida<br />
foTis `wisqvil qarxnis~<br />
aqciaTa paketis<br />
92.8%-is mflobeli<br />
gaxda Sps `sonata<br />
alians jorjia~. saaqcio<br />
sazogadoebis 543848<br />
aqciaze 5 marts dadebuli<br />
arasabirJo garigebis<br />
Sedegebi qarxnis<br />
mepatronem kanoniT<br />
gansazRvrul vadaSi<br />
saqarTvelos safondo<br />
birJas miawoda. garigebis<br />
moculoba 2 692<br />
047 lariT ganisazRvra.<br />
vagzlis Senobis<br />
restavrireba 1 weliwadSi<br />
dasruldeba<br />
saqarTvelos rekonstruqciasa<br />
da ganviTarebis<br />
kompania (GRDC)<br />
ramdenime dReSi<br />
Tbilisis centraluri<br />
vagzlis SenobaSi<br />
samSeneblo samuSaoebs<br />
daiwyebs. kompania 20<br />
milioni dolaris Cadebas<br />
gegmavs.<br />
investicia rkinigzis<br />
sadgurSi axali tipis<br />
satransporto da<br />
savaWro kvanZebis Seqmnas<br />
moxmardeba. obieqti<br />
GRDC - ma GMC<br />
holdingTan erTad 49-<br />
wliani ijariTa aiRo.<br />
kompaniam sacxovrebeli<br />
farTiT ukve<br />
daakmayofila afxa-<br />
zeTidan devnili 90<br />
biznessiaxleebi<br />
ojaxi, romlebic wlebis<br />
manZilze rkinigzis sadguris<br />
SenobaSi cxovrobdnen.restavrirebul<br />
rkinigzis sadgurs<br />
investori momavali<br />
wlis gazafxulze gaxsnis.<br />
biznesis warmoebisaTvis<br />
yvelaze iafi<br />
qveyana<br />
biznesis warmoebisTvis<br />
iafi qveynis gamosavlenadauditoriulsakonsultacio<br />
saer-<br />
TaSoriso kompaniam<br />
gamokvleva Caatara.<br />
kvlevis Sedegebis mixedviT,<br />
biznesis warmoebisaTvis<br />
uiafes qveynad<br />
meqsika dasaxelda.<br />
am qveyanaSi biznesis<br />
warmoeba aSS-sTan<br />
SedarebiT 20.5%-iT<br />
iafia. am mxriv meqsikuri<br />
qalaqebi puabla, gvadalaxara<br />
da montereia<br />
gamoirCeva. kvlevisas<br />
iseTi maCveneblebi iqna<br />
gaTvaliswinebuli, rogorebicaa<br />
muSaxelis<br />
Rirebuleba, infrastruqturisganviTareba,<br />
sagadasaxado sistema,<br />
uZravi qonebis bazarze<br />
arsebuli mdgomareoba<br />
da a.S. meqsikis Semdeg,<br />
reitingis pirvel<br />
aTeulSi kanada, aSS,<br />
avstralia, safrangeTi,<br />
didi britaneTi, niderlandebi,<br />
italia, iaponia<br />
da germania moxvdnen.<br />
saerTaSoriso<br />
turistuli gamofena<br />
10-12 aprils `Expogeorgia~-s<br />
sagamofeno<br />
darbazSi gaimarTa<br />
me-10 saerTaSoriso<br />
turistuli gamofena.<br />
qarTul turistul<br />
organizaciebTan erTad<br />
warmodgenili iyo aseve<br />
saerTaSoriso organizaciebic.<br />
gamofenis monawileni<br />
iyvnen saerTaSoriso<br />
turistuli organizaciebi,<br />
turistuli<br />
saagentoebi da turoperatorebi.<br />
monawileobas Rebulobdnen<br />
aseve sastumroebi<br />
da sazafxulo<br />
saxlebi, samTo da saz-<br />
Rvao kurortebis, axalgazrduli<br />
banakebisa<br />
da turistuli aRWurvilobebiswarmomadgenelni.<br />
aRniSnuli gamofenis<br />
monawileni turistul<br />
momsaxurebasTan<br />
erTad gvTavazobdnen<br />
sxvadasxva produqtsa<br />
da momsaxurebas: sakonsultacio<br />
momsaxurebas,<br />
sazogadoebriv urTierTobebs,<br />
ganaTlebas,<br />
turistul JurnalgazeTebs,<br />
gamomcemlobas,<br />
turistul dazRvevas,<br />
sainvesticio programebs,<br />
amave dros musikalur<br />
festivalebs,<br />
restornebs, Teatrsa da<br />
muzeumebs.<br />
`semekma~ mierTebis<br />
tarifebi gansazRvra<br />
saqarTvelos energetikis<br />
maregulirebelma<br />
erovnulma komisiam,<br />
(semeki) eleqtroenergiis<br />
gamanawilebel<br />
qselze mommareblis mierTebis<br />
axali tarifebi<br />
gansazRvra.<br />
semekis informaciiT,<br />
gamanawilebel qselze<br />
mierTebisas momxmarebeli<br />
erTjerad gadasaxads<br />
ixdida.<br />
axali dadgenilebiT, gadasaxadi<br />
kilovatsaa-<br />
Tebis odenobaze iqneba<br />
damokidebuli. semekma<br />
mierTebis tarifi Semdegnairad<br />
gansazRvra:<br />
0kvt-dan 6 kvt-s CaTvliT<br />
– 0 lari; 6 kvtdan<br />
20kvt-s CaTvliT<br />
– 20 lari; 20 kvt-dan<br />
50kvt-s CaTvliT – 70<br />
lari; 50 kvt-dan 100kvt-s<br />
CaTvliT 120 lari<br />
da 100 kvt-dan zeviT<br />
170 lari.<br />
axali tarifi vrceldeba<br />
mxolod im<br />
sacxovrebeli binis,<br />
sawarmos an sxva obieqtis<br />
gamanawilebel<br />
qselTan mierTebaze,<br />
romlebic ar arian<br />
mierTebulni gamanawilebel<br />
qselTan.<br />
7
`saerTaSoriso kerZo mewarmeobis centri~ _ CIPE<br />
`saerTaSoriso kerZo mewarmeobis centri~<br />
_ CIPE amerikis SeerTebuli Statebis<br />
savaWro palatisa da aSS-s demokratiis<br />
erovnuli mxardaWris organizaciis arakomerciuli<br />
wevria. CIPE-i amerikis SeerTebuli<br />
Statebis savaWro palatis mier 1983<br />
wels dafuZnda. CIPE-s mxardaWerili aqvs<br />
1000-ze meti proeqti, maT Soris 100-mde<br />
iniciativa ganviTarebad qveyanaSi. CIPE-i<br />
iTvaliswinebs kerZo seqtoris CarTulobas<br />
saxelmwifo politikis xelSewyobasa<br />
da institucionalur reformeSi, aseve<br />
saxelmwifo mmarTvelobis gaumjobesebasa<br />
da sabazro sawyisebze dafuZnebuli demokratiuli<br />
sistemis mSeneblobas.<br />
CIPE-is misia _ msoflios masStabiT demokratiis<br />
gaZliereba kerZo mewarmeobisa<br />
da sabazro reformebis xelSewyobis gziT.<br />
CIPE-is amocanebi:<br />
• legaluri da instituciona- luri<br />
struqturis ganviTarebis xelSew-yoba,<br />
romelic aucilebelia Ria sabazro sazogadoebis<br />
formirebisa da SenarCunebisaTvis;<br />
• demokratiul procesebSi biznesis<br />
CarTulobis gazrda;<br />
• kerZo moxaliseobrivi biznesorganizaciebisa<br />
da asociaciebis damoukideblobis<br />
xelSewyoba;<br />
• iseTi programebis xelSewyoba, romlebic<br />
uzrunvelyofs biznesis Sesaxeb<br />
codnis amaRlebasa da kerZo seqtoris mewarmeobrivi<br />
kulturis gaZlierebas;<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
• mxardaWeris gazrda uflebebis, Tavisuflebisa<br />
da valdebulebis Sesaxeb, romelic<br />
ganuyofelia demokratiuli kerZo<br />
mewarmeobis sistemisaTvis;•<br />
• biznessazogadoebisaTvis informaciaze<br />
xelmisawvdomobis gazrda, rac aucilebelia<br />
gadawyvetilebebis misaRebad.<br />
•<br />
CIPE-i muSaobs oTxi principuli kuTxiT,<br />
romelic moicavs biznessazogadoebis<br />
daxmarebas, gaxdnen sabazro reformebisa<br />
da demokratiuli mmarTvelobis wamyvani<br />
xelSemwyobebi.<br />
CIPE-i TanamSromlobs biznesasociacieb-<br />
Tan da sxva kerZo seqtoris organizaciebTan<br />
iseT qveynebSi, sadac aris progresis<br />
saWiroeba da reformebis SesaZlebloba.<br />
2007 wlis seqtembridan saqarTvelos axalgazrda<br />
ekonomistTa asociacia CIPE-is<br />
partnioria. TanamSromlobis farglebSi<br />
saqarTvelos axalgazrda ekonomistTa<br />
asociacia axorcielebs proeqts - `biznesgaremos<br />
gaumjobeseba saqarTveloSi~.<br />
8 CIPE
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
biznesmignebebi<br />
saqarTvelos axalgazrda<br />
ekonomistTa asociaciis<br />
proeqtis - “`biznesgaremos<br />
gaumjobeseba saqarTveloSi~<br />
farglebSi ganxorcielda<br />
biznesgaremos kvleva, romlis<br />
Sedegadac Seswavlil<br />
iqna 1000 sawarmo saqarTvelos<br />
masStabiT. aRniSnuli<br />
raodenobrivi kvlevis<br />
Sedegad gamovlinda, rom<br />
kanonebis xSiri cvalebadoba,<br />
aseve mravali orazrovani<br />
da rTulad gasagebi Canaweri<br />
yvelaze mniSvnelovani problemebia<br />
kerZo seqtorisaTvis.<br />
biznesis winaSe mdgari<br />
problemebisa da sxvdasxva<br />
setorebis SesaZlo rolebis<br />
Sesaxeb wina nomerSi visaubreT.<br />
axla gTavazobT<br />
uSualod kanondeblobasa<br />
da masTan dakavSirebuli<br />
gamovlenili mniSvnelovani<br />
sakiTxebis mimoxilvas.<br />
zogadi Sefasebebi<br />
Seswavlili sawarmoebis<br />
42% -s mxolod 1-dan 5 wlamde<br />
operirebis gamocdileba aqvs.<br />
TiTqmis yovelTviurad izrdeba<br />
registrirebul sawarmoTa<br />
raodenoba, Tumca bevri<br />
maTgani ver axerxebs biznesis<br />
warmatebul marTvas da sakmaod<br />
mokle periodSi tovebs<br />
bazars. yovelive es kidev<br />
erTxel adasturebs im garemoebas,<br />
rom biznesis marTvisa<br />
da dagegmvis kultura Zalian<br />
dabalia. am mimarTulebiT<br />
biznesmignebebi<br />
sakmaod bevria gasakeTebeli,<br />
gansakuTrebul xelSewyobas<br />
ki mikro da mcire biznesi<br />
saWiroebs.<br />
Seswavlili sawarmoebis<br />
funqcionirebis periodebi:<br />
Catarebul kvlevaSi Seswavlilia<br />
mewarmeTa damokidebulebebi<br />
da xedvebi biznesgaremos<br />
sxvadasxva aspeqtebis<br />
mimarT. respodentebma aseve<br />
moaxdines biznesgaremos zogadi<br />
Sefaseba. gamokiTxulTa<br />
umravlesobis (61%) azriT,<br />
biznesgaremo saqarTveloSi<br />
met-naklebad normaluria.<br />
26%-s miaCnia, rom arsebuli<br />
garemo aferxebs biznesis ganviTarebas.<br />
gamokiTxulTa<br />
mxolod 7%-saTvis aris biznesgaremo<br />
_ pozitiuri da<br />
xels uwyobs kerZo seqtoris<br />
ganviTarebas.<br />
biznesgaremos zogadi<br />
Sefaseba<br />
biznesis operirebis ZiriTad<br />
wesebs awesebs saxelmwifo Sesabamisi<br />
sakanonmdeblo baziT.<br />
swored kanonmdeblobazea<br />
damokidebuli, ramdenad gam-<br />
Wvirvale, samarTliani da moqnilia<br />
biznesgaremo. Tumca es<br />
medlis mxolod erTi mxarea.<br />
ara nakleb mniSvnelovania,<br />
ramdenad floben mewarmeebi<br />
informacias maTi saqmianobis<br />
maregulirebeli kanonisa Tu<br />
normatiuli aqtis Sesaxeb.<br />
kvlevis Semdegi bloki miznad<br />
swored kanonmdeblobasTan<br />
mimarTebaSi kerZo seqtoris<br />
cnobierebis donisa da<br />
damokidebulebis gamovlenas<br />
isaxavda.<br />
sakanonmdeblo regulirebis<br />
zogadi Sefaseba<br />
gamokiTxuli 1000 sawarmodan<br />
kiTxvaze: `romeli<br />
kanonebi aregulirebs Tqvens<br />
bizness?~_ sagadasaxado kodeqsi<br />
77%-ma daasaxela. sxva<br />
kanonebze gacilebiT dabali<br />
maCvenebeli modis (saSualod<br />
5%), rac miuTiTebs imaze,<br />
rom mewarmeebis umravlesoba<br />
ubralod ar flobs informacias,<br />
Tu romeli kanonebi<br />
aregulirebs maT saqmianobas.<br />
zogadad, sagadasaxado kodeqsis<br />
mxrivac sakmaod dabali<br />
maCvenebelia, anu Seswavlili<br />
sawarmoebis 23%-ma arc ki<br />
icis, romeli kanonis mixedviT<br />
ixdis gadasaxadebs. amas adasturebs<br />
is faqtic, rom zogierTma<br />
mcire mewramem kiTxvaze:<br />
`ra gadasaxadebs ixdiT?~ -<br />
9
saSemosavlo gadasaxadTan<br />
erTad eleqtroenergiis, gazisa<br />
da sxva komunaluri gadasaxadebic<br />
daasaxela. respodentTa<br />
14%-ma saerTod<br />
ver daasaxela verc erTi<br />
kanoni, romelic mis bizness<br />
aregulirebs. es, albaT, sakmaod<br />
sagangaSo monacemia.<br />
respodentTa TiTqmis 40%-s<br />
miaCnia, rom kanonebi saWiroebs<br />
cvlilebebs; daaxloebiT<br />
25 %-is azriT, kanonmdebloba<br />
Zalian xSirad icvleba<br />
da, amasTan, mravladaa rTuli<br />
da orazrovani Canawerebi.<br />
mxolod mewarmeTa 9%-ma Seafasa<br />
qarTuli biznesmaregulirebeli<br />
kanonmdebloba, rogorc<br />
gamarTuli da savsebiT<br />
gasagebi.<br />
arsebuli kanonmdeblobis<br />
zogadi Sefaseba<br />
licenziebi da nebarTvebi<br />
licenziebi da nebarTvebi<br />
qarTuli biznesis erT-erTi<br />
mZime tvirTi iyo wlebis ganmavlobaSi.<br />
2004 wels miRebuli<br />
axali kanonis Sedegad<br />
mniSvnelovnad Semcirda licenziebisa<br />
da nebarTvebis<br />
raodenoba. aRniSnuli reformis<br />
dadebiTi zegavlena<br />
kidev erTxel daadastura<br />
Catarebulma kvlevam. res-<br />
podentTa mxolod 23%<br />
saWiroebda licenzias, 3%-ma<br />
ki ar icoda eqvemdebareboda<br />
Tu ara maTi saqmianoba licenzirebas.<br />
aq isev informirebulobis<br />
problemas vxvdebiT.<br />
Tumca, sxva kanonebisgan gansxvavebiT<br />
am mimarTulebiT<br />
mewarmeebi yvelaze metad<br />
arian informirebulni. rac<br />
Seexeba im mewarmeebs, romlebic<br />
saWiroeben licenzias an/<br />
da nebarTvas, maTi 96% ukve<br />
flobs Sesabamis licenzias/<br />
nebarTvas, xolo danarCeni 4%<br />
ki kvlevis Catarebis periodisaTvis<br />
Sesabamisi dokumentis<br />
miRebis procesSi<br />
iyo. licenziis mflobelTa<br />
naxevarze metma procedura<br />
uproblemod gaiara, xolo<br />
danarCenTaTvis licenziis/nebarTvis<br />
miRebis procedura<br />
sakmaod problematuri aRmoCnda.<br />
licenziis mflobelTa 31%-s<br />
miaCnia, rom aucilebelia licenziis/nebarTvis<br />
misaRebad<br />
saWiro drois Semcireba, 31%is<br />
azriT ki procedura gamar-<br />
Tulia da ar saWiroebs gaumjobesebas,<br />
23% ukmayofiloa<br />
warsadgeni dokumentebis<br />
saxeebiTa da raodenobiT.<br />
licenziis/nebarTvis miRebis<br />
procesis Sefaseba<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
sagadasaxado kanonmdebloba<br />
rogorc aRiniSna, sagadasaxado<br />
kodeqsi yvelaze xSirad<br />
dasaxelda mewarmeebis mier.<br />
zogadadac, es biznesis maregulirebeli<br />
erT-erTi yvelaze<br />
mniSvnelovani iuridiuli<br />
dokumentia. kvlevis erTerTi<br />
mizani konkretuli<br />
mimarTulebebis mimarT mewarmeebis<br />
cnobierebis donisa da<br />
damokidebulebis Sefasebaa.<br />
kvlevis Sedegad dadginda,<br />
rom mewarmeTa 96% ixdis<br />
saSemosavlo gadasaxads, 86%<br />
ki –socialur (SeniSvna:<br />
savele kvlevis periodisaTvis<br />
sakanonmdeblo cvlileba<br />
socialuri gadasaxadis gauqmebis<br />
Sesaxeb ZalaSi ar iyo<br />
Sesuli). sagulisxmoa is monacemi,<br />
rom sawarmoTa mxolod<br />
61% ixdis mogebis gadasaxads.<br />
damatebuli Rirebulebis gadasaxadis<br />
gadamxdeli gamokiTxul<br />
respodentTa 27%-ia.<br />
gadasaxadebi, romlebsac<br />
ixdis qarTuli biznesi<br />
respodentebma Seafases sagadasaxado<br />
kodeqsi: maT 27%-s<br />
miaCnia, rom kanoni met-naklebad<br />
gamarTuli da gasagebia. Tumca,<br />
respodentTa umravlesobis<br />
(41%) azriT, kodeqsi saWiroebs<br />
cvlilebebs da igi sakmaod<br />
dasaxvewia; 12%-isaTvis<br />
10 biznesmignebebi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
ki problematuria xSiri<br />
sakanonmdeblo cvlilebebi.<br />
sagadasaxdo kanonmdeblobisa<br />
da mewarmeebis cnobierebis<br />
doneze saubrisas aucilebelia<br />
SevafasoT, ramdenad<br />
xelmisawvdomia informacia<br />
sakanonmdeblo cvlilebebisa<br />
da axali procedurebis Sesaxeb.<br />
respodentTa mxolod<br />
27%-s miaCnia, rom isini sruliad<br />
informirebulni arian;<br />
37% flobs maTTvis aucilebel<br />
ZiriTad informacias;<br />
xolo 35%-sTvis ki informacia<br />
an saerTod araa xelmisawvdomi,<br />
an Zalian uWirT kiTxvebze<br />
pasuxebis miReba.<br />
Seswavlil sawarmoTa 51%<br />
sagadasaxado informacias<br />
uSualod sagadasaxado organoSi<br />
iRebs, rac, alabaT,<br />
sakmaod kargi maCvenebelia<br />
da sagadasaxado organoebis<br />
muSaobis gaumjobesebaze<br />
miuTiTebs.<br />
aseve gamoikveTa mas-mediis<br />
roli. mewarmeTa 39% saWiro<br />
informacias televiziis, radios<br />
an/da gazeTis saSualebiT<br />
iRebs. aqve, albaT, unda<br />
gaviTvaliswinoT finansTa<br />
saministros mier warmoebuli<br />
kampaniebic.zogadad, respodentebma<br />
sagadasaxado procedurebi<br />
Seafases rogorc<br />
uproblemo an naklebad problematuri.<br />
sakmaod kritikulad<br />
Sefasda gadasaxadebis<br />
moculoba, miuxedavad ganxorcielebuli<br />
reformebisa.<br />
unda gaviTvaliswinoT isic,<br />
rom mewarmisaTvis yovelTvis<br />
biznesmignebebi<br />
sasurveli iqneba yvelaze dabali<br />
gadasaxadis Semcirebac ki.<br />
respodentTa 53%-is SefasebiT,<br />
Zalian maRalia saSemosavlo<br />
gadasaxadi. rac Seexeba<br />
mogebis gadasaxads, mewarme-<br />
Ta 40%-sTvis misi ganakveTi<br />
normaluria, xolo 58%-sTvis<br />
_ maRali. respodentTa TiTqmis<br />
60% miiCnevs, rom aseve<br />
Zalian maRalia damatebuli<br />
Rirebulebis gadasaxadi.<br />
qonebis gadasaxadis Sefasebisas<br />
ki respodentTa umravlesobam<br />
(55%) aRniSna, rom<br />
misi ganakveTi normaluria.<br />
savele kvlevis procesisaTvis<br />
cvlileba socialuri<br />
gadasaxadis gauqmebasa da<br />
saSemosavlos zrdasTan dakavSirebiT<br />
sagadasaxado kodeqsSi<br />
ukve Sesuli iyo, Tumca<br />
ar iyo ZalaSi Sesuli. respodentTa<br />
49% ar flobda informacias<br />
am mniSvnelovani<br />
cvlilebis Sesaxeb. instruqciis<br />
Sesabamisad intervius<br />
procesSi maT miewodaT Sesabamisi<br />
informacia. cnobilia,<br />
rom aRniSnul cvlilebas<br />
araerTgvarovani reaqciebi da<br />
Sefasebebi mohyva. sainteresoa<br />
uSualod mewarmeebis azri, Tu<br />
ra gavlenas moaxdenda aRniSnuli<br />
cvlileba maT biznesze.<br />
sakanonmdeblo cvlilebis<br />
zegavlenis Sefaseba<br />
sabaJo kanonmdebloba<br />
Seswavlil sawarmoTa mxolod<br />
13% axorcielebs eqsports<br />
an/da imports. es maCvenebeli,<br />
albaT, imazec miuTiTebs,<br />
rom saerTaSoriso bazrebze<br />
ZiriTadad msxvili kompaniebi<br />
axerxeben gasvlas. amdenad,<br />
aucilebeli iqneba eqsportis<br />
xelSemwyobi RonisZiebebis<br />
gatareba. gamokiTxulTa 51%s<br />
miaCnia, rom kodeqsi sakmaod<br />
dasaxvewia; 25%-is azriT,<br />
sabaJo kanonmdebloba metnaklebad<br />
gamarTulia;13% ki<br />
fiqrobs, rom kodeqsSi mravladaa<br />
orazrovani da rTulad<br />
gasagebi Canawerebi.<br />
informaciaze xelmisawvdomobis<br />
sakiTxebis gamovlenisas<br />
dadginda, rom ZiriTad<br />
sabaJo informacias respodentebis<br />
43% ukve flobs, 32%-s<br />
ki miaCnia, rom sruliad informirebulebi<br />
arian. rac<br />
Seexeba informaciis wyaroebs,<br />
respodentTa 49% informacias<br />
uSualod sabaJo organoebidan<br />
iRebs, xolo 28% ki<br />
_ masobrivi informaciis sa-<br />
Sualebebidan. sabaJo kanonmdebloba,<br />
SeiZleba iTqvas,<br />
sruliad Seicvala da axali<br />
pirobebi daawesa. respodentebma<br />
Seafases sxvaobebi Zvel<br />
da axal sabaJo kanondeblobas<br />
Soris. 35% sakmaod skeptikurad<br />
afasebs axal kodeqss<br />
da fiqrobs, rom araferi<br />
ar Secvlila; 30%-is azriT,<br />
mniSvnelovani sxvaoba imaSi<br />
mdgomareobs, rom gamartivda<br />
procedurebi; 8% ki miiCnevs,<br />
rom Semcirda tarifebi.<br />
11
publikacia<br />
`biznesgaremo saqarTveloSi~<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
publikacia `biznesgaremo saqarTveloSi~ warmoadgens sxvadasxva tipis kvlevebis gaer-<br />
Tianebul analizs, romelic asaxavs saqarTveloSi arsebuli biznesgaremos problemebsa da<br />
gamowvevebs. igi SemuSavebulia saqarTvelos axalgazrda ekonomistTa asociaciis mier proeqtis<br />
farglebSi _ `biznesgaremos gaumjobeseba saqarTveloSi~.<br />
angariSi momzadebulia proeqtis farglebSi ganxorcielebuli kvlevebis safuZvelze: sami<br />
fukus-jgufi mcire, saSualo da msxvili biznesis monawileobiT; CaRrmavebuli interviuebi<br />
eqpertebTan; biznesmaregulirebeli kanonmdeblobis analizi da raodenobrivi kvleva saqar-<br />
Tvelos masStabiT (SerCevis zoma: 1000 sawarmo).<br />
publikacia SegiZliaT miiRoT saqarTvelos axalgazrda ekonomistTa asociaciis saTao<br />
ofisSi (misamarTi: Tbilisi, orbelianis q. #35)<br />
an eleqtronuli versia gadmotvirToT veb-gverdidan www.economists.ge.<br />
damatebiTi informaciisaTvis dagvikavSirdiT: 990443; 922839; 923122.<br />
12 biznesgaremo saqarTveloSi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
gWirdebaT marketinguli kvlevebi?<br />
dRes kompaniebi cdiloben sxvadasxva xerxebiTa<br />
da meTodebiT daimkvidron kuTvnili adgili<br />
qarTul biznesseqtorSi, swored amitom isini<br />
xSirad gvevlinebian axali produqtebisa Tu<br />
momsaxurebebis iniciatorebad. xSir SemTxvevaSi<br />
xdeba ise, rom kompaniebi jer awarmoeben ama Tu<br />
im axal produqts/momsaxurebas da mxolod Sem-<br />
dgom aRmoaCenen xolme, rom maT mier SeTavazebuli<br />
produqtis/momsaxurebis gayidva arc Tu ise<br />
advili yofila. Semdeg ki xSirad Cndeba kiTxvebi:<br />
ratom ar iyideba produqti? ra aris amis mizezi?<br />
da bolos ki fiqrobT, rom Tqven ubralod ar<br />
gagimarTlaT.<br />
pasuxi martivia - biznesebis umravlesobas “ar esmis<br />
bazris xma, rac gulisxmobs, rom isini sTavazoben<br />
iseT produqts an momsaxurebas, romelic ar<br />
pasuxobs momxmarebelTa da bazris saWiroebebsa<br />
da moTxovnebs. swored amitom produqciis an<br />
servisis Seqmnamde da SeTavazebamde, TiToeulma<br />
kompaniam kargad unda gaarkvios, ra unda momxmarebels,<br />
ra fasad iyidis am produqts da ratom<br />
iyidis swored am produqts da ara sxvas.<br />
am specifikuri marketinguli problemebis mogvarebis<br />
gza aris marketinguli kvlevebi. aq Cndeba<br />
kidev ramodenime kiTxva: ra aris marketinguli<br />
kvleva da risTvis gvWirdeba igi?<br />
imisaTvis, rom menejerma miiRos marTebuli<br />
gadawyvetileba nebismier sakiTxTan dakav-<br />
SirebiT, igi aucileblad unda flobdes yvela<br />
saxis saWiro informacias. saWiro informaciis<br />
floba xSir SemTxvevaSi did problemas warmoadgens,<br />
menejerebi mimarTaven sxvadasxva meqanizmebsa<br />
da wyaroebs. informaciis moZiebis<br />
erT-erT gavrcelebul da yvelaze aqtualur<br />
wyaros wamoadgens marketinguli kvleva, romlis<br />
mizania uzrunvelyos menejeri gadawyvetilebis<br />
miRebisaTvis saWiro informaciiT.<br />
marketinguli kvlevebis gamoyenebis mizezebi<br />
sxvadasxvaa:<br />
1. bazris SesaZleblobebisa da problemebis identificireba;<br />
2. saWiro marketinguli qmedebebis ganxorcieleba,<br />
daxvewa da Sefaseba;<br />
biznesgaremo saqarTveloSi<br />
3. marketinguli aqtivobebis Sesrulebis monitoringi;<br />
4. marketingis, rogorc procesis gaumjobeseba.<br />
marketinguli kvlevebis ganxorcieleba moicavs<br />
11 etaps:<br />
biznessakonsultacio qseli - saqarTvelo mcire<br />
da saSualo biznesis warmomadgenlebs sTavazobs<br />
konsultaciebsa da treningebs biznesis sxvadasxva<br />
mimarTulebiT. Cven erTi wlis ganmavlobaSi ukve<br />
800-mde mewarmes davexmareT sxvadasxva kuTxiT,<br />
kerZod: sawarmoTa registracia, kadrebis daqiraveba,<br />
kadrebis gadamzadeba, marketinguli gegmis<br />
da strategiis SemuSaveba, bizneskonsultaciebi<br />
da treningebi.<br />
`biznessakonsultacio qseli - saqarTvelo~,<br />
Tbilisi konsaltingi sxvadasxva momsaxurebeb-<br />
Tan erTad gTavazobT marketinguli kvlevebis<br />
ganxorcielebas mTeli saqarTvelos masStabiT.<br />
Cveni momsaxureba moicavs kvlevis ganxorcielebisaTvis<br />
saWiro 11 etaps, anu problemis<br />
identificirebisa da kvlevis tipis dagenidan<br />
saboloo angariSis momzadebis CaTvliT. moTxovnis<br />
SemTxvevaSi Tqven miiRebT Cveni eqspertebis<br />
mier momzadebul rekomendaciebsa da konkretul<br />
qmedebebs, romlebic unda ganaxorcielos<br />
Tqvenma kompaniam. CvenTan TanamSromloba<br />
iqneba Tqveni biznesis warmatebis sawindari.<br />
13
saxelmwifo dasaqmebis programebi _<br />
ekonomikis ganviTarebis mTavari berketi Tu<br />
siRaribis aRmofxvris meqanizmi?!<br />
saqarTvelos axalgazrda ekonomistTa<br />
asocacia swavlobs Sromis<br />
bazris ganviTarebis xarisxs<br />
saqarTveloSi. proeqt `momavali<br />
siRaribis gareSe~-s fargleb-<br />
Si Seswavlil iqna saxelmwifo<br />
dasaqmebis programebi, risTvisac<br />
gamoikiTxa 1000 sawarmo.<br />
qveyanaSi siRaribis donis Sesamcireblad<br />
erT-erTi mniSvnelovani<br />
amocanaa umuSevrobis<br />
Semcireba, rac miiRweva stabiluri<br />
samuSo adgilebis SeqmniT.<br />
aRniSnulis ganxorcielebisaTvis<br />
ki aucilebelia arsebuli<br />
Sromis bazris Seswavla, misi<br />
moTxovnebis gansazRvra, saxelmwifos<br />
mxridan swori socialuri<br />
politikis SemuSaveba da<br />
gatareba.<br />
saqarTvelos axalgazrda ekonomistTa<br />
asociaciam ganaxorciela<br />
samagido kvleva proeqt<br />
_ `momavali siRaribis gareSe~is<br />
farglebSi, romelic asaxavs<br />
saqarTvelos Sromis bazris<br />
problemebsa da gamowvevebs,<br />
saxelmwifos rolis mniSvnelobas<br />
umuSevrobis Semcirebis<br />
kuTxiT, saxelmwifo dasaqmebis<br />
programebis Sefasebas da rekomendaciebs.<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
saqarTvelos axalgazrda ekonomistTa<br />
asociaciam Caatara<br />
sxvadasxva tipis kvlevebi saqarTveloSi<br />
arsebuli Sromis bazris<br />
analizis, aseve saxelmwifo<br />
dasaqmebis programebis Sefasebis<br />
mizniT.<br />
mimdinare saxelmwifo dasaqmebis<br />
programebi<br />
2007 wlis ivnisidan ekonomikuri<br />
ganviTarebis saministros<br />
mier axali samuSao adgilebis<br />
Seqmnis mizniT daiwyo mcire da<br />
saSualo biznesis dafinanseba<br />
dabalprocentiani (low-rate)<br />
kreditiT, romelic mimarTu-<br />
lia turizmis sferos ganviTarebisaken.<br />
dasaqmebis programis mizans warmoadgenda:<br />
14 saxelmwifo dasaqmebis programa
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
• regionuli infrastruqturis<br />
ganviTarebis mxardaWera da ekonomikuri<br />
saqmianobis xelSewyoba;<br />
• mosaxleobis dasaqmebis zrda;<br />
• turizmis seqtorSi mcire biznesebis<br />
da, gansakuTrebiT, ojaxuri<br />
meurneobebis mxardaWera<br />
da maTi ganviTarebis xelSewyoba;<br />
• turistul biznesSi damatebiTi<br />
samuSao adgilebis Seqmna;<br />
• turistuli infrastruqturis<br />
ganviTareba;<br />
• droebiTi sacxovrebeli adgilebiT<br />
uzrunvelyofa (mcire<br />
zomis sastumroebi da a.S.);<br />
• turizmTan dakavSirebuli aqtivobebis<br />
popularizacia, rogoricaa<br />
kempingi, jomardoba,<br />
cxenosnoba da a.S.;<br />
• mcire da saSualo sawarmoebisaTvis<br />
sakredito resursebis<br />
xelmisawvdomoba.<br />
mTavrobam `dasaqmebis programa<br />
2007~-is partniorad tenderis<br />
safuZvelze `prokredit banki~<br />
SearCia, romelsac 5-milioniani<br />
sakredito resursi gamoeyo.<br />
dagegmilisamebr, gacemuli<br />
kreditebis moculobam 1 000<br />
laridan 50 000 laramde Seadgina<br />
5 wlamde vadiT. dafinanseba<br />
gaica maTze, vinc banks warmoudgina<br />
saukeTeso biznesidea.<br />
aRniSnulma programam moicva<br />
Semdegi regionebi: imereTi, kaxeTi,<br />
samegrelo/zemo svaneTi,<br />
mcxeTa-mTianeTi, samcxe-javaxeTi,<br />
qvemo qarTli, Sida qarTli,<br />
raWa/leCxumi/qvemo svaneTi, guria,<br />
aWara. programis farglebSi<br />
upiratesoba im proeqtebs eniWeboda,<br />
romlebic xels uwyobdnen<br />
turizmis ganviTarebas Sesabamis<br />
regionebSi. fondis didi nawili<br />
(4 milioni lari) mimarTuli<br />
saxelmwifo dasaqmebis programa<br />
iyo mcire biznesisa da ojaxuri<br />
meurneobisaken, romlebic turizmis<br />
sferoSi saqmianobdnen da<br />
damatebiT finansur da adamianur<br />
resursebs saWiroebdnen.<br />
turizmis ganviTarebis sesxis<br />
pirobebi Semdegnairad iyo warmodgenili:<br />
• Tanxa _ 1000-dan 50 000<br />
laramde;<br />
• vada _ 60 Tvemde;<br />
• saprocento ganakveTi _ 12%<br />
Tanxis miuxedavd;<br />
• gacemis sakomisio _ 0%;<br />
• sesxis winaswari dafarvis sakomisio<br />
_ 0%;<br />
• sesxis uzrunvelyofa (girao)<br />
_ araa aucilebeli 10 000<br />
laramde kreditis SemTxvevaSi.<br />
kreditis dafarvis grafiki<br />
dgeboda klientTan SeTanxmebiT,<br />
ZiriTadad sesxi gaicemoda sezonuri<br />
dafarvebiT.<br />
sesxebis ganawileba regionebis<br />
mixedviT<br />
2008 wlis ianvris monacemebiT<br />
mcxeTa - mTianeTis regionze modioda<br />
gacemuli sesxebis 24 %,<br />
sul 625 000 laris odenobiT.<br />
am regionSi Tanxebi Semdegnairad<br />
gadanawilda:<br />
• mcxeTa _ 82 000 lari;<br />
• TianeTi _ 99 000 lari;<br />
• duSeTi _ 130 000 lari;<br />
• gudauri _ 125 000 lari;<br />
• yazbegi _ 189 000 lari.<br />
samcxe - javaxeTis regionSi gacemulma<br />
sesxebis jamma Seadgina 521<br />
500 lari (20%), aqedan axalcixeze<br />
- 50 000 lari, xolo borjomis<br />
xeobaze - 471 500 lari.<br />
kaxeTis regionSi gacemul iqna<br />
mTeli Tanxis 17%, anu 432 000<br />
lari, Sesabamisad:<br />
• Telavi _ 273 000 lari;<br />
• gurjaani _ 75 000 lari;<br />
• siRnaRi _ 32 000 lari;<br />
• yvareli _ 52 000 lari.<br />
krediti moculobiT 5 000<br />
(xuTi aTasi) lari miiRo 26-ma<br />
organizaciam. rogorc cxrilidan<br />
Cans, aRniSnul organizaciebze<br />
kreditis micemis<br />
Sedegad dasaqmda 270 adamiani,<br />
anu SeiZleba iTqvas, rom TiTo<br />
organizaciam saSualod daasaqma<br />
10 adamiani. 2008 wlis 31<br />
ianvris monacemebiT sul miRebulia<br />
daaxloebiT 1000-ze<br />
meti ganacxadi, maTgan gasacemad<br />
damtkicda 115 ganacxadi. Ser-<br />
Ceuli ganacxadebis safuZvelze<br />
damtkicebuli da gacemuli<br />
Tanxa udris 2 483 000 lars.<br />
gacemuli kreditebis raodenobam<br />
Seadgina 115, aqedan 92% anu<br />
106 krediti gaica ind. mewarmeze.<br />
mxolod 9 krediti gaica<br />
SezRuduli pasuxismgeblobis<br />
sazogadoebaze.<br />
15
aRsaniSnavia is faqtic, rom 29<br />
damwyebi biznesi dafinansda<br />
saerTo moculobiT _ 664 900<br />
lari, ramac gacemuli sesxebis<br />
mTliani moculobis 26% Seadgina.<br />
Tanxis danarCeni 74%<br />
(1 918 100 lari) 86 arsebuli<br />
sawarmos dafinansebas moxmarda.<br />
treningebi gaiara saqarTvelos<br />
sxvadasxva regionebis 500-ze<br />
metma mcxovrebma. aRniSnuli<br />
programis farglebSi swavlebebi<br />
ganaxorcieles satreningo<br />
centrebma TbilisSi, TelavSi,<br />
quTaisSi, zugdidSi, mestiaSi,<br />
lentexSi, axalcixesa da axalqalaqSi.<br />
prezidentis dasaqmebis es programa<br />
mimarTuli iyo regionebSi<br />
ekonomikuri infrastruqturis<br />
gaZlierebisa da turizmis sferos<br />
gaaqtiurebisaken.<br />
saxelmwifom miiCnia, rom saqar-<br />
Tvelos regionebSi, turistuli<br />
saqmianobis potencialis miuxedavad,<br />
mosaxleobas arasakmarisi<br />
informacia da unar-Cvevebi<br />
gaaCnia turistuli biznesis<br />
ganviTarebis SesaZleblobebsa<br />
da tendenciebze.<br />
moqmed da potenciur mewarme-<br />
Ta mxridan bankSi wardgenil<br />
gancxadebebSi ZiriTadi aqcenti<br />
iyo sacxovrebeli saxlebis<br />
ojaxur sastumroebad, e.w. `gesthauzebad~<br />
gadakeTebaze. unda<br />
aRiniSnos, rom es servisi gaTvlilia<br />
ara mxolod ucxoelebze,<br />
aramed Sida turizmis<br />
ganviTarebazec, garda saojaxo<br />
sastumroebisa, agreTve moTxovnaa<br />
xalxuri rewvis saqmianobis,<br />
turistul ekipirebis da mowyobilobebis<br />
gaqiravebis dafinansebaze<br />
da sxv.<br />
proeqtis monawileTa kontingents<br />
Seadgenda rogorc axalgazrda,<br />
aseve asakovani<br />
mosaxleoba, xolo proeqtis<br />
monawileTa saSualo asakobrivi<br />
maCvenebeli 46 welia. miCneulia,<br />
rom raionebSi mcxovreb<br />
asakovan adamianebs bolo 17<br />
wlis manZilze, faqtobrivad, ar<br />
ganuaxlebiaT TavianTi codnis<br />
maragi, riTac Zalzed CamorCnen<br />
Tnamedrove informacias da minimaluri<br />
codnis standartebs.<br />
Sesabamisad, satreningo programebs<br />
aqvs ori mimarTuleba:<br />
• pirveli _ zogadi informacia<br />
menejmentze, marketingze, finansuri<br />
da adamianuri resursebis<br />
marTvis Temebze, sagadasaxdo<br />
valdebulebaTa codnaze da a.S.<br />
• meore _ informacia konkretulad<br />
turistul biznessa da<br />
turizmis marketingze.<br />
programis farglebSi daibeWda<br />
saxelmZRvaneloebi, romlebic<br />
trenigebis monawileebs gadaecaT.<br />
saxelmwifo miiCnevs, rom arsebuli<br />
5 milionis grZelvadiani<br />
investireba mcire da saSualo<br />
turistul sawarmoebSi radikalurad<br />
ver Secvlis dasaqmebis<br />
kuTxiT arsebul problematikas,<br />
Tumca albaToba kreditis<br />
miRebisa moqmed TuU damwyeb<br />
mcire mewarmes bevrad meti aqvs<br />
swavlebis programis Semdeg, vidre<br />
am swavlebamde. im SemTxvevaSi<br />
Tu banki daafinansebda<br />
mewarmis turistul bizness,<br />
dasaqmebis programa Semdgom<br />
etapebzec seriozul Tanadgomas<br />
uwevda mas konsultirebisa<br />
da marketinguli daxmarebis<br />
saxiT. aseve, banki exmareboda mewarmeebs<br />
turistuli marSutebis<br />
Camoayalibebasa da turoperatorebisaTvis<br />
wardgenaSi.<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
rac Seexeba Tavad programis<br />
Sinaarss, aRniSnuli programis<br />
calkeuli elementebi dasavleT<br />
evropuli da post-komunisturi<br />
sivrcis turistuli proeqtebidan<br />
aris SerCeuli. rogorc<br />
mTavroba acxadebs, prezidentis<br />
dasaqmebis programis mTavari<br />
upiratesoba is aris, rom igi<br />
grZelvadiania da warmatebis<br />
SemTxvevaSi mcire mewarmes socialur<br />
mdgradobas da saku-<br />
Tari saqmis dawyebis SesaZleblobas<br />
aZlevs.<br />
2007-2008 wlis dasaqmebis<br />
saprezidento programa<br />
2007 wlis 5 dekembers saqar-<br />
Tvelos prezidentis iniciativiT<br />
gamoiyo 100 milioni lari<br />
dasaqmebis aqtiuri politikis<br />
ganxorcielebisaTvis, romelic<br />
iTvaliswinebda 100 000-mde samuSaos<br />
maZieblis programaSi<br />
CarTvas. kompaniebs, romlebsac<br />
hqondaT Tavisufali vakansiebi<br />
da esaWiroebodaT TanamSromlebi<br />
sxvadasxva sferoSi, registracia<br />
unda gaevloT ekonomikuri<br />
ganviTarebis saministroSi.<br />
2007-2008 wlis dasaqmebis prog-<br />
rama 25-dan 60-wlamde asakis<br />
100 000 adamianze iyo gaTvlili.<br />
programis farglebSi saxelmwifo<br />
uzrunvelyofda kompaniebisTvis<br />
saWiro kadrebis<br />
samTvian profesiul gadamzadebas,<br />
romlis mimdinareobisas<br />
TiToeuli adamiani stipendiis<br />
saxiT TveSi 200 lars miiRebda.<br />
mTlianad programis gansaxorcieleblad<br />
saxelmwifom 60<br />
milioni lari gamoyo.<br />
saregistracio punqtebi gaixsna<br />
TbilisSi, quTaisSi, rusTavSi, ba-<br />
Tumsa da foTSi.<br />
16 saxelmwifo dasaqmebis programa
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
2008 wlis Tebervlis monacemebiT,<br />
114 aTasi adamianidan 200<br />
lariani stipendia 111 aTasma<br />
adamianma miiRo, ramac jamurad<br />
22 200 000 lari Seadgina. meore<br />
Tvis stipendia aRniSnuli<br />
periodisTvis 109 aTasma adamianma<br />
miiRo. dasaqmebis saprezidento<br />
programis mesame etapi<br />
2008 wlis 5 aprils daiwyo da<br />
erTi Tvis manZilze gagrZeldeba.<br />
saqarTvelos axalgazrda ekonomistTa<br />
asociaciam ganaxorciela<br />
raodenobrivi kvleva 2007-2008<br />
wlis dasaqmebis saprezidento<br />
programis efeqturobis Sefasebis<br />
mizniT. kvleva Catarda<br />
saqarTvelos masStabiT.<br />
aRniSnuli kvleva iTvaliswinebda<br />
dasaqmebis prog-<br />
ramebis gZelvadiani da moklevadiani<br />
Sedegebis gansazRvras da<br />
maT analizs.<br />
sul gamokiTxuli iqna 1001<br />
organizacia/sawarmo. gamokiTxulTagan<br />
`2007-2008 wlis<br />
dasaqmebis saprezidento programaSi~<br />
monawileoba miiRo<br />
95%-ma anu 945-ma sawarmo/organizaciam,<br />
gamokiTxulTagan 56<br />
sawarmom ki ar miiRo monawileoba<br />
dasaqmebis programaSi.<br />
ratom ar miiReT monawileoba<br />
dasaqmebis programaSi?<br />
saxelmwifo dasaqmebis programa<br />
mizezad respodentTa ZiriTadma<br />
nawilma informaciis simwire<br />
daasaxela, xolo 44%-s ar<br />
esaWiroeboda damatebiTi kadrebi.<br />
rogorc aRvniSneT, 2007-<br />
2008 wlis dasaqmebis saprezidento<br />
programaSi monawileoba<br />
miiRo (anu registracia gaiara)<br />
945-ma respodentma, Tumca aqedan<br />
297 (anu 31.5%) sawarmos/organizaciis<br />
ganacxads ar hqonia<br />
gamoxmaureba saxelmwifos mxridan.<br />
aseTi tipis SemTxvevebi<br />
ZiriTadad dafiqsirda xelva-<br />
CaurSi (65 sawarmo), baTumSi (50<br />
sawarmo), TbilisSi (37 sawarmo),<br />
quTaisSi (33 sawarmo), xuloSi<br />
(25 sawarmo), qobuleTSi, (33<br />
sawarmo), Telavsa (14 sawarmo)<br />
da rusTavSi (6 sawarmo).<br />
im sawarmoebma, romlebmac miiRes<br />
2007-2008 wlis dasaqmebis programaSi<br />
monawileoba, programis<br />
farglebSi sul daasaqmes 50<br />
824 adamiani, Tumca grZelvadian<br />
TanamSromlobas damqiravebelebi<br />
gegmaven mxolod 5 181 kadrTan,<br />
rac Tavdapirvel dasaqmebul-<br />
Ta mxolod 10.2%-s Seadgens.<br />
respodentTa 63%-ma kmayofileba<br />
gamoTqva dasaqmebis programaSi<br />
monawileobaze, 20%<br />
nawilobriv kmayofilia, xolo<br />
17% - ukmayofilo.<br />
gamokiTxulTa 82% apirebs momaval<br />
dasaqmebis programaSi<br />
monawileobis miRebas, 3% uars<br />
acxadebs, xolo 15% jer ar aqvs<br />
gadawyvetili. rac Seexeba kiTxvas:<br />
`moitana Tu ara mimdinare<br />
saxelmwifo dasaqmebis progra-<br />
mam dadebiTi Sedegi umuSevrobis<br />
Semcirebis kuTxiT?~ -<br />
logikuria, rom procentuli<br />
maCveneblebi analogiurad gadanawilda:<br />
kerZod, respodentTa<br />
81% fiqrobs, rom umuSevrobasTan<br />
brZolaSi msgavsi tipis<br />
dasaqmebis programebi efeqturi;<br />
7%-is azriT, ar aris efeqturi;<br />
xolo 12%-s uWirs kiTxvaze pasuxis<br />
gacema.<br />
rac Seexeba kiTxvas, romlis sa-<br />
SualebiTac respodentebs unda<br />
SeefasebinaT saxelmwifos roli<br />
umuSevrobasTan brZolaSi, pasuxebi<br />
Semdegnairad gadanawilda:<br />
mewarmeebis 30% miiCnevs,<br />
rom saxelmwifos mxridan iafi<br />
kreditebis gacema kargi saSualebaa<br />
umuSevrobasTan brZola-<br />
Si; 24%-is azriT, mniSvnelovania<br />
saxelmwifom Tavis Tavze aiRos<br />
potenciur kadrTa teqnikuri<br />
da profesiuli gadamzadeba;<br />
21% Tvlis, rom mTavrobam unda<br />
ganagrZos msgavsi tipis programebis<br />
SemuSaveba, 11%-is azriT,<br />
saxelmwifo unda axdendes ganviTarebadi<br />
dargebis subsidirebas;<br />
respodentTa 9%-ma ki<br />
miuTiTa, rom saxelmwifo dasaqmebas<br />
xels Seuwyobs gadasaxadebis<br />
Rirebulebebis gziT.<br />
kerZo seqtorisTvis mniSvnelovania<br />
dasaqmebis saagentoebis<br />
efeqturi muSaoba,<br />
romlebic periodulad SesTavazeben<br />
maT gamocxadebul vakansiebze<br />
kadrebis alternativebs,<br />
rac, Tavis mxriv, xels Seuwyobs<br />
umuSevrebs dasaqmebaSi.<br />
kvlevis Sedegebma gvaCvena Sromis<br />
bazarze maRalkvalificiuri<br />
kadrebis realuri deficitis<br />
arseboba, rac saxelmwifosaTvisac<br />
ar warmoadgenda siaxles.<br />
Sromis bazris moTxovnebis pasuxad<br />
SeiZleba miviCnioT saqarTvelos<br />
ekonomikuri ganviTarebis<br />
saministros inicirebuli proeqti<br />
- `profesiuli ganaTlebis<br />
infrastruqturis ganviTarebis<br />
saxelmwifo programa~, romelic<br />
daiwyo 2008 wlis aprilSi.<br />
17
yvelaze `TuxTuxa~ momxmareblebis<br />
`favoriti~ brendebi<br />
qarTuli momxmareblis azri<br />
bazarze arsebuli ucxouri<br />
brendebis Sesaxeb, ra Tqma<br />
unda, metad saintereso da<br />
sagulisxmoa. nebismieri cnobili<br />
brendis distributorma<br />
gansakuTrebuli yuradReba<br />
unda dauTmos studentebis<br />
moTxovnilebebis gaTvaliswinebas.<br />
Tqvenc gainteresebT studentebis<br />
azri, ara?<br />
studentebi yvelaze moqnili<br />
auditoriaa. maT SeiZleba<br />
axali brendi Tavdapirvelad<br />
`kritikis qarcecxlSi~ ar<br />
gaataron, ise miiRon, magram<br />
aseve iolad SeuZliaT `favoritebis~<br />
daTmoba.<br />
sainteresoa, rogor irCeven<br />
studentebi sasurvel<br />
produqcias da ramdenad<br />
erTgulebi rCebian mis mimarT.<br />
kvlevis mizania gavarkvioT<br />
yvelaze `TuxTuxa~ momxmareb-<br />
lebis moTxovnebi da produqciis<br />
SeZenisas maTze mamotivirebeli<br />
faqtorebi.<br />
sawyis etapze saWiro iyo<br />
gagverkvia, Tu ramdenad didia<br />
sazogadoebis gavlena<br />
studentebze.<br />
unda daveTanxmoT an uarvyoT<br />
Semdegi mosazreba _ `studentebs<br />
moswonT is brendebi, rac<br />
maT garemocvaSi popularobiT<br />
sargeblobs~.<br />
Cveni hipoTezuri mosazreba<br />
saWiroebda damtkicebas.<br />
SeirCa miznobrivi auditoria<br />
- iv. javaxiSvilis saxelobis<br />
Tbilisis saxelmwifo universitetis<br />
studentebi (Tsu).<br />
kvlevisaTvis SeirCa 1000 studenti,<br />
maTi asaki ZiriTadad<br />
16-dan 21- wlamde meryeobda.<br />
mTavri kiTxvebi:<br />
• romeli brendis teqnika<br />
gaqvT saxlSi?<br />
• axla rom gqondeT yidvis<br />
SesaZlebloba, romeli brendis<br />
produqcias SeiZendiT?<br />
• ratom iyiddiT aRniSnuli<br />
brendis produqcias?<br />
• sasurveli brendis Sesaxeb<br />
informacia saidan SeityveT?<br />
kvlevis Sedegad gamovlenili<br />
Zireuli tendenciebi:<br />
gamokiTxulTa umravlesobas<br />
moswons ZviradRirebuli<br />
brendebi, magram xelmisawvdomobis<br />
mixedviT arian dabalfasiani<br />
teqnikis momxmareblebi.<br />
gamokiTxul studentTa ar-<br />
Cevani mobiluri telefonebis<br />
mwarmoebeli brendis SeZenasTan<br />
dakavSirebiT gadanawilda<br />
Semdegnairad: orive<br />
sqesis warmomadgenelebi upiratesobas<br />
aniWeben `Nokia~-s<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
mobilur telefonebs.<br />
maTi Sexedulebebi erTmaneTs<br />
daemTxva aseve `SonyErison~is<br />
produqciis arCevisas.<br />
studentTa survili televizoris,<br />
Mp3 fleeris, musikaluri<br />
centris, saojaxo kinoTeatris,<br />
DVD fleeris<br />
SeZenisa, gadanawilda Semdeg<br />
brendebze:<br />
MP3 fleeri _ mamrobiTi sqesis<br />
warmomadgenlebis arCevani<br />
TiTqmis Tanabrad gadanawilda<br />
`Sony~-sa da `apple~-is<br />
produqciaze. xolo mdedrobiTi<br />
sqesi calsaxad upiratesobas<br />
aniWebs `Sony~-s pro-<br />
duqcias.<br />
saxlis kinoTeatri - mamrobiTi<br />
sqesis arCevani Tanabrad gadanawilda<br />
`Sony~-s, `LG~-sa da<br />
`Samsung~-is produqciaze,<br />
18 yvelaze `TuxTuxa~ momxmareblebis `favoriti~ brendebi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
rac Seexeba mdedrobiTi sqesis<br />
warmomadgenlebs, maT survili<br />
aqvT moixmaron `BEKO~s<br />
saxlis kinoTeatri.<br />
rogorc musikalur centrze,<br />
aseve televizorzec orive<br />
sqesis warmomadgenlebma<br />
erToblivad gansakuTrebuli<br />
upiratesoba mianiWes<br />
`Sony~-s produqcias.<br />
musikaluri centri<br />
televizori<br />
DVD fleeri _ rogorc mamrobiTi,<br />
aseve mdedrobiTi<br />
sqesis warmomadgenlebma upiratesoba<br />
mianiWes `Sony~-s<br />
DVD fleerebs.<br />
rogorc kvlevis Sedegebma<br />
gviCvena, gamokiTxuli studentebis<br />
umravlesobis, rogorc<br />
mamrobiTi, aseve mdedrobiTi<br />
sqesis warmomadgenlebis arCe-<br />
vani erTmaneTs daemTxva da<br />
isini upiratesobas aniWeben<br />
`Sony~-s produqcias.<br />
mobilur telefonebSi<br />
yvelaze meti popularobiT<br />
sargeblobs `Nokia~-s<br />
produqcia.<br />
zemoT xsenebuli brendebis<br />
popularoba ganpirobebulia<br />
im faqtoriT, rom respodentebis<br />
azriT, maT yvelaze srulyofili<br />
servisi aqvT. dafiqsirda<br />
saintereso tendencia:<br />
studentTa umravlesobas<br />
`mouZvelda~ teqnika da survili<br />
aqvs SeiZinos axali.<br />
yvelaze `TuxTuxa~ momxmareblebis `favoriti~ brendebi<br />
sainteresoa, ZiriTadad ra<br />
wyaroebidan iReben momxmareblebi<br />
informacias produqciaze.<br />
kvlevis Sedegad gairkva,<br />
rom studentebi sasurveli<br />
produqciis Sesaxeb informacias<br />
Rebuloben sxvadasxva<br />
wyaroebidan, gansakuTrebiT<br />
ki internetisa da televiziis<br />
saSualebiT.<br />
studentTa cnobierebaze<br />
zegavlenas axdenen aseve referentuli<br />
jgufebi.<br />
Tu Tqven SeZlebT, studentebi<br />
aqcioT Tqvens ZiriTad auditoriad<br />
(momxmareblad), anu<br />
xatovnad rom vTqvaT, `daRs<br />
daasvamT~ (skandinaviurad<br />
branna-gamowva) an `cecxls<br />
waukidebT~ (Svedurad brandcecxli),<br />
CaTvaleT, rom isini<br />
TavianT dadebiT emociebs<br />
xmamaRla gaaJRereben da Tqveni<br />
produqtis popularobis<br />
xelSemwyob instrumentadac<br />
mogvevlinebian, magram gaxsovdeT,<br />
rom es yvelaferi droebiTia.<br />
studentebis `mijaWva~<br />
xangrZlivad Zalian rTulia.<br />
miiReT rTuli, Tumca amavdroulad<br />
saintereso<br />
gamowveva _ aqcieT studentebi<br />
Tqvens ZiriTad auditoriad.<br />
19
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
qarTuli brendebis warmatebuli biznesi - saintereso istoriebi<br />
qarTuli biznesis popularizaciis mizniT gTavazobT konkurs `qarTuli brendebis warmatebuli<br />
biznesi - saintereso istoriebi~. aRniSnuli konkursi iTvaliswinebs damwyeb biznes kompaniebis<br />
cnobadobis amaRlebas da bazarze ukve arsebuli brendebis gansxvavebuli rakursiT<br />
warmoCenas.<br />
moTxovnebi:<br />
konkursSi monawileoba SeuZlia yvela biznesorganizacias ganurCevlad<br />
misi zomisa da cnobadobisa.<br />
gamogzavneT Tqveni kompaniis Sesaxeb dawvrilebiTi istoria - informacia statiis saxiT, romelic<br />
SeiZleba exebodes kompaniis Seqmnas an nebismier movlenas, rac daainteresebs mkiTxvels.<br />
stili SeiZleba iyos iumoristuli an raime sxva saxis.<br />
konkursi Catardeba kompaniebidan Semosul statiebs Soris, gamarjvebuli istoria moxvdeba<br />
Jurnalis furclebze da waikiTxavs mas uamravi mkiTxveli.<br />
gamogzavneT Tqveni istoriebi eleqtronul misamarTze: business@economists.ge.<br />
ar dakargoT Sansi, saukeTesod warmoaCinoT Tqveni kompania.<br />
20 konkursi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
sagadasaxado kodeqsSi momxdari cvlilebebis<br />
statistika<br />
dRes moqmedi sagadasaxado<br />
kanonmdeblobidan sagadasaxado<br />
kodeqsi umniSvnelovanesia<br />
(axali sagadasaxado<br />
kodeqsi ZalaSia 2005 wlis 1<br />
ianvridan). dReis mdgomareobiT<br />
masSi ukve 36 cvlilebaa<br />
Sesuli, rac imaze miuTiTebs,<br />
rom kanoni sakmaod dasaxvewi<br />
Sevida parlamentSi<br />
dasamtkiceblad. imave wels<br />
10 cvlileba iqna ganxorcielebuli,<br />
romelic Seexo<br />
33 muxls. zogierT muxls es<br />
cvlileba ramdenjerme Seexo.<br />
am kuTxiT rekordsmenia 281e<br />
muxli, romelic 3-jer iqna<br />
koreqtirebuli, xolo muxlebi:<br />
121, 123, 131, 275 or-orjer<br />
iqna Sesworebuli. pirvelive<br />
cvlileba exeboda arbitra-<br />
Jis wesiT saqmis ganxilvas.<br />
rac Seexeba 2006 wels, gaumjobesda<br />
Sedegi da cvlilebebis<br />
paketma 13-s miaRwia.<br />
yvelaze masStaburi aRmoCnda<br />
25.05.2006 TariRiT Sesuli<br />
cvlilebebi, romelic 62 muxls<br />
Seexo, rac mTliani kodeqsis<br />
daaxloebiT 20%-is tolia.<br />
muxlebis raodenoba, romlebmac<br />
2006 wels cvlilebebi<br />
ganicades, 158-ia. 275-e muxli,<br />
romelic gadasaxadis gadaxdisa<br />
da gaangariSebis wess<br />
Seexeba, 3-jer iqna koreqtirebuli.<br />
281-e muxlSi ki isev mravali<br />
cvlileba ganxorcielda<br />
da imave wels 7-s miaRwia.<br />
es ZiriTadad gamowveulia<br />
imiT, rom aRniSnuli muxli<br />
exeba gardamaval debulebebs.<br />
2007 wels sagadasaxado kodeqsSi<br />
Setanili cvlilebebis<br />
paketi 9-iT ganisazRvra<br />
da saerTo jamSi 108 muxls<br />
Seexo. yvelaze meti cvlileba<br />
ki Sevida 2007 wlis<br />
11 ivliss, romelic 80 muxls<br />
moicavda da sagadasaxado<br />
kodeqsis 25 %-ze metia. Tu<br />
mxedvelobaSi ar miviRebT<br />
281-e muxls (romelic 6 jer<br />
dakoreqtirda), yvelaze meti<br />
cvlileba ganicades muxlebma:<br />
168 _ romelic Seexeba saSemosavlo<br />
gadasaxadisgan gaTavisuflebas;<br />
230 _ damatebuli<br />
Rirebulebis gadasaxadisgan<br />
gaTavisufleba da 275-e muxli<br />
- gadasaxadis gadaxdisa<br />
da angariSgebis wesi. yvela<br />
zemoT moyvanilma muxlma 3<br />
- jer ganicada cvlileba. albaT,<br />
saintereso iqneba is faqti,<br />
rom 27.04.2007 wlis cvlilebebis<br />
Sedegad moZravi nivTis<br />
mepatroneebi (ZiriTadad exeba<br />
avtomobilebs), romlebic<br />
gayidian TavianT sakuTrebas<br />
yidvidan 6 Tvis Semdeg, nameti<br />
Rirebulebis nawilSi saSemosavlo<br />
gadasaxadiT ar daibegrebian.<br />
rac Seexeba 2008 wels, dReis<br />
mdgomareobiT sagadasaxado<br />
kodeqsSi cvlilebebis<br />
mxolod erTi paketia Sesuli,<br />
Tumca ramdenime muxli,<br />
romlebSic cvlilebebi<br />
Setanil iqna 2007 wels, 1<br />
sagadasaxado kodeqsSi momxdari cvlilebebis statistika<br />
ianvridanac aris amoqmedebuli.<br />
aRniSnuli Sesworeba dakavSirebulia<br />
281-e muxlTan<br />
da moqmedebis vada gansaz-<br />
Rvrulia konkretuli vadiT.<br />
(kerZod, 4 Tvis vadiT), Semdeg<br />
ki Zaladakargulad CaiTvleba.<br />
sagadasaxado kodeqsis cvalebadobis<br />
kvaldakval<br />
icvleba masze damokidebuli<br />
sxva normatiuli aqtebi.<br />
yvelaze aucilebeli am<br />
kuTxiT yovelTviuri da<br />
wliuri deklaraciebia. ker-<br />
Zod, saSemosavlo gadasaxadis<br />
deklaracia ramdenjerme<br />
Seicvala. bolos gauqmebuli<br />
deklaracia Serwymuli<br />
iyo socialuri gadasaxadis<br />
deklaraciasTan. dResdReisobiT<br />
moqmed deklaracias ki<br />
jer-jerobiT cvlilebebi ar<br />
ganucdia. igive SeiZleba<br />
iTqvas socialuri gadasaxadis<br />
deklaraciaze, romelic<br />
sagadasaxado kodeqsis cvlilebis<br />
gamo saerTod gauqmda.<br />
rac Seexeba damatebuli<br />
Rirebulebis gadasaxadis<br />
deklaracias, pirvelad miRebulma<br />
07.02.05-dan 01.10.07mde<br />
imoqmeda. 2007 wlis 1<br />
oqtombers ki ZalaSi Sevida<br />
deklaraciis axali forma,<br />
romelic dRemde moqmedebs,<br />
Tumca masSi erTi cvlileba<br />
mainc aucilebeli gaxda.<br />
unda aRiniSnos, rom xSirad<br />
21
cvalebadobis TvalsazrisiT<br />
yvelaze kargi mdgomareobaa<br />
aqcizis deklaraciasTan,<br />
radgan misi gauqmeba ar momxdara<br />
axali sagadasaxado kodeqsis<br />
moqmedebis dros, Tumca<br />
Setanil iqna erTi cvlileba.<br />
kodeqsSi Setanili cvlilebebiT<br />
gauqmebul iqna saTamaSo<br />
biznesis gadasaxadi da,<br />
Sesabamisad, deklaraciac Zaladakargulia<br />
13.03.2007-dan.<br />
2008 wlis 1 ianvramde moqmed<br />
mogebis gadasaxadis deklaraciaSi<br />
mxolod erTi cvlileba<br />
iyo momxdari. zemoaRniSnuli<br />
TariRidan ki ZalaSi<br />
Sevida mogebis gadasaxadis<br />
axali deklaracia, romelSic<br />
jer-jerobiT cvlilebebi ar<br />
momxdara.<br />
uZravi qonebis bazari<br />
qveyanaSi rom `samSeneblo<br />
bumia~, amaze aravin kamaTobs.<br />
dRiTi dRe ufro da ufro izrdeba<br />
mSeneblobebis masStabebi.<br />
yvelaze maRali moTxovna<br />
aRiniSneba qalaqis centrSi,<br />
sadac samSeneblo farTis deficiti<br />
gansakuTrebiT Sesam-<br />
Cnevia. yovelive es da aseve<br />
samSeneblo resursebze fasebis<br />
zrda ganapirobebs stabilurad<br />
maRal fasebs ara marto<br />
axlad aSenebul binebze, aramed<br />
mTels uZrav qonebaze.<br />
TandaTan mkvidrdeba tendencia,<br />
rom mosaxleoba uZrav<br />
qonebas iyenebs dagrovebis<br />
saSualebad, rac zrdis<br />
binebze moTxovnas. samSeneblo<br />
bazris, rogorc erTerTi<br />
yvelaze mzardi bazris<br />
formirebas, mniSvnelovnad<br />
Seuwyo xeli Cveni mTavrobis<br />
agresiulma saprivatizacio<br />
politikam. Segegad saqarTveloSi<br />
Semodis didi raodenobiT<br />
ucxouri investiciebi.<br />
es kidev ufro amZafrebs<br />
konkurencias. qalaqis yovel<br />
fexis nabijze SexvdebiT<br />
iseTi msoflio brendebis proeqtebis<br />
abrebs, rogorebicaa<br />
`kontinentali~, `hiltoni~,<br />
`haiati~ da a.S.<br />
uZravi qonebis fasebis zrdis<br />
kidev erT mizezad moiazreba<br />
Tbilisis meriis axali proeqti<br />
: `rac Senia, Senia~. es<br />
proeqti gulisxmobs miwisa<br />
da masze arsebuli Senobanagebobebis<br />
legalizacias.<br />
Sedegad xdeba ara marto dokumentaluraddaudasturebeli<br />
miwebisa da Senoba-nagebobebis<br />
dakanoneba, aramed<br />
TviTneburad dakavebuli<br />
da sargeblobaSi arsebule-<br />
bisac.<br />
aRsaniSnavia, rom mniSvnelovnad<br />
gansxvavdeba SedarebiT<br />
Zveli binebisa da<br />
axali sacxovrebeli kompleqsebisa<br />
da elitaruli<br />
saxlebis fasebi. ra Tqma unda,<br />
am ukanasknelis fasebi gacilebiT<br />
maRalia. ubnebis mixedviT<br />
gasayidi erToTaxiani binebis<br />
fasebi (garda sacxovrebeli<br />
kompleqsebisa da elitaruli<br />
saxlebisa) ase gamoyureba:<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
rac Seexeba gaqiravebis bizness,<br />
aqac fasebis zrdis tendenciaa.<br />
saSualoalod erToTaxiani<br />
binebis gaqiravebis fasebi<br />
ubnebis mixedviT Semdegia:<br />
centralur ubnebSi gayidvebisa<br />
da gaqiravebis fasebs<br />
Soris damokidebulebis gasagebad<br />
magaliTisaTvis aviRoT<br />
erToTaxiani bina. sabur-<br />
Taloze aseTi binis saSualo<br />
gasayidi fasia 44270$. rac<br />
Seexeba gaqiravebas, misi sa-<br />
Sualo fasi aris 380 lari.<br />
davuSvaT, rom saburTaloze<br />
erToTaxiani bina viyideT da<br />
vapirebT mis gaqiravebas. amisaTvis<br />
dagvWirdeba misi garemonteba<br />
da keTilmowyoba, rac<br />
daaxloebiT binis fass gaz-<br />
rdis 75 000 laramde. Cven gaqiravebis<br />
SemTxvevaSi Tanxas<br />
daaxloebiT 16 w-Si amoviRebT,<br />
xolo Semdgom Cveni Tviuri<br />
Semosavali minimum 380 lari<br />
iqneba. ase rom, uZravi qonebis<br />
bazari, rogorc erT-erTi<br />
yvelaze myari da stabiluri<br />
dagrovebis saSualebis bazari<br />
saqarTveloSi TandaTan<br />
viTardeba da msofio bazris<br />
ganuyofeli nawili xdeba.<br />
22 uZravi qonebis bazari
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
kreatiuli ideebis<br />
frTebSemkveci<br />
biujeti<br />
rogor fiqrobT, gWirdebaT<br />
PR specialisti organizaciis<br />
biujetis dagegmvisas?<br />
imedi maqvs, pasuxi dadebiTi<br />
iqneba. Tumca, isic cxadia,<br />
rom garkveul nawils organizaciis<br />
sabiujeto sakiTxebis<br />
dagegmvaze zrunva mxolod<br />
da mxolod top da finansuri<br />
menejerebis prerogativad<br />
miaCniaT. `PR-ma mixedos<br />
Tavis saqmes, Cven mivxedavT finansebs~<br />
- es fraza Tqven mier<br />
uaryofilia, ara?<br />
da Tu dagegmili RonisZiebis<br />
wina dRes aRmoaCenT, rom<br />
biujetidan gamoyofili Tanxa<br />
sabrendingo saSualebebis<br />
SesaZenad arasakmarisia, es<br />
imaze miuTiTebs rom Tqveni<br />
uiRbloba PR-Tan cudma<br />
komunikaciam ganapiroba.<br />
albaT, mainc ajobebs davibaroT<br />
da guldasmiT movTxovT<br />
`arasasurveli~ fasebis kidev<br />
erTxel gadamowmeba. sasurveli<br />
`Sedegis~ molodinSi<br />
gulwrfelad vnanobT, rom<br />
`TanamSromloba~ biujetis<br />
dagegmvisas ar ganxorcielda.<br />
usiamovno siurprizebisgan<br />
Tavis daRwevaSi Tqveni PRis<br />
daignoreba namdvilad<br />
ver giSveliT. Tu Tqvens PR<br />
menejers, rbilad rom vTqvaT,<br />
aignorebT, es mxolod da mxolod<br />
imaze miuTiTebs, rom<br />
kreatiuli ideebis frTebSemkveci biujeti<br />
is Tqven ar gWirdebaT. Tu<br />
Tqvn ar cnobT mis rolsa da<br />
mniSvnelobas organizaciaSi,<br />
maSin gauSviT samsaxuridan<br />
da ganagrZeT Tqveni saqmeebi<br />
mis gareSe. Tu igi namdvilad<br />
gexmarebodaT sasurveli imijis<br />
damkvidrebaSi, mis danaklis<br />
ver SeeguebiT.<br />
saintereso ideebis mxolod<br />
mofiqreba rodi kmara, maT<br />
ganxorcieleba sWirdeba. ganaxorcieleT<br />
Tqveni kreatiuli<br />
ideebi gundTan SeTanxmebiT da<br />
nurc PR menejerebs nu daiviwyebT.<br />
SefuTvis avtorebs<br />
iluziuri ideebis realo-<br />
baSi damkvidrebis unaric<br />
SeswevT.<br />
ra roli ekisreba PR - menejers<br />
organizaciis biujetis<br />
dagegmvis procesSi?<br />
berdia nacvliSvili<br />
PRGUIDE.GE - is damfuZnebeli<br />
da redaqtori:<br />
ra roli ekisreba PR menejers<br />
organizaciis biujetis dagegmvis<br />
procesSi<br />
yvela organizacias, ganurCevlad<br />
misi sididisa, romelsac<br />
gacnobierebuli aqvs PR<br />
saqmianobis aucilebloba,<br />
sami ZiriTadi mimarTulebiT<br />
muSaobs: 1. organizaciasa da<br />
mis miznobriv jgufebs Soris<br />
keTilganwyobis Camoyalibeba<br />
da SenarCuneba; 2. organizaciis<br />
arsebuli reputaciis<br />
SenarCuneba da marTva;<br />
3. organizaciis Sida urTierTobebi.<br />
PR saqmianobas<br />
uZRveba an organizaciis mier<br />
daqiravebuli PR menejeri,<br />
an organizaciis mier dakontaqtebuli<br />
PR saagento. PR<br />
saqmianoba _ es aris dagegmili<br />
an araspontanuri procesi,<br />
romlis tipuri modeli ase<br />
gamoiyureba:<br />
• analizi, kvleva da problemis<br />
formulireba;<br />
• samoqmedo programisa da<br />
biujetis SemuSaveba;<br />
• programis koordinacia da<br />
Sesruleba;<br />
• Sedegebis kontroli, Sefasebebis<br />
gakeTeba da SesaZlo<br />
cvlilebebis Setana.<br />
ase rom, Cemi pasuxi Tqvens<br />
kiTxvaze aseTia: `organizaciis<br />
biujetis dagegmvis procesSi,<br />
PR menejers Zalian mniSvnelovani<br />
roli ekisreba. igi<br />
unda monawileobdes biujetis<br />
SedgenaSi da gawerili<br />
unda hqondes mTeli wlis<br />
PR biujeti, rogorc mTliani<br />
biujetis nawili. es gamoricxvas<br />
PR saqmianobis dros finansuri<br />
problemebis Seqmnas,<br />
ramac SeiZleba daazaralos<br />
organizaciis imijisa da reputaciis<br />
formirebisa da marTvis<br />
procesi~.<br />
jguf `fablisiTis~ eqsperti<br />
eldar pirmisaSvili:<br />
23
PR efeqturi meTodia biznesis<br />
dasawyebad da gansavi-<br />
Tareblad, radgan nebismieri<br />
organizacia orientirebulia<br />
sazogadoebaze, mis<br />
moTxovnebze. evropuli mar-<br />
Tvis stilis organizaciebi<br />
orientirebulni arian minimum<br />
erTwlian da maqsimum xuTwliani<br />
biujetis SemuSavebaze,<br />
sadac TiToeul departaments,<br />
ganyofilebas an menejers<br />
Tavisi gawerili biujeti aqvs.<br />
radgan PR procesia, romlis<br />
mTavari davaleba kompaniis<br />
imijisa da reputaciis Seqmnaa,<br />
dasavluri organizaciidan<br />
gamoyofili finansebis daaxloebiT<br />
30 % PR ganyofilebis<br />
an PR menejeris biujetia.<br />
dagegmarebis procesi moicavs<br />
kompaniis sxvadasxva mimar-<br />
Tulebebis menejerebis proeqtebis<br />
warmodgenas, Semdeg<br />
maT ganxilvasa da damtkicebas.<br />
PR specialisti kompaniis<br />
saxe da komunikaciaze<br />
pasuxismgebeli piria da igi<br />
aqtiurad unda erTvebodes<br />
biujetis dagegmvis procesSi.<br />
bil geitsma Tqva: `bolo<br />
dolariani rom mqondes dar-<br />
Cenili, PR-ze davxarjavdi~.<br />
cota vinme Tu SeewinaaRmdegeba<br />
mis biznesalRos.<br />
Tumca, ar unda dagvaviwydes<br />
PR-sTvis mniSvenlovani gamonaTqvami<br />
- `minimaluri xarjebiT<br />
maqsimaluri efeqti~.<br />
imijmeikerTa saerTaSoriso<br />
asociaciis eqsperti maia qav-<br />
TaraSvili:<br />
PR specialisti, Tu is top<br />
menejmentSi moiazreba, organizaciis<br />
biujetis dagegmvis<br />
procesSi iRebs uSualo da<br />
aqtiur monawileobas.<br />
nebismieri organizacia biujetis<br />
dagegmvisas eyrdnoba,<br />
erTi mxriv, PR-is mier gaTvaliswinebul<br />
aqciebs, rac aseve<br />
biujetSi hpovebs asaxvas da,<br />
meore mxriv, PR RonisZiebas.<br />
aseve koreqtivebi Seaqvs kompaniis<br />
mTlian saqmianobaSi.<br />
PR-is maRalprofesionalur<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
doneze dagegmva xels uwyobs<br />
kompaniis aqtivebis<br />
zrdas; sponsorebis, aqcionerebis<br />
motivacias; moxmarebelTa<br />
zrdas; produqtebis<br />
popularizacias; aqtivebisa<br />
da mTlianad kompaniis imijis<br />
ndobis xarisxis gaumjobesebas.<br />
PR-is ZiriTadi movaleobebi:<br />
• sazogadoebrivi urTierTobebi;<br />
• momuSaveTa urTierToebebi;<br />
• samTavrobo urTierToebebi;<br />
• finansuri urTierTobebi;<br />
• media urTierTobebi;<br />
• sazogadoebrivi saqmianobebi.<br />
PR -is menejmentis funqciebi:<br />
• sakomunikacio menejmenti;<br />
• krizisis menejmenti;<br />
• gamosavlebis menejmenti;<br />
•damokidebulebis menejmenti;<br />
• reputaciis an imijis menejmenti;<br />
• resursebis menejmenti;<br />
• riskis menejmenti;<br />
• startegiuli menejmenti.<br />
24 kreatiuli ideebis frTebSemkveci biujeti
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
satelevizio reklamis alternativa _<br />
Indoor & Outdoor TV<br />
nuTu yovelTvis efeqturad<br />
muSaobs Tqveni reklama?!<br />
nuTu ar giCndebaT eWvi, rom<br />
fuWad daxarjeT dro da<br />
uamravi fuli?!<br />
gavixsenoT, ras emsaxureba<br />
reklama:<br />
reklama _ momsaxurebis, nawarmis<br />
an ideis Sesaxeb informaciis<br />
arapersonaluri gziT<br />
miwodeba mediis sxvadasxva sa-<br />
SualebebiT, romelic fasiania<br />
da hyavs garkveuli sponsori.<br />
reklamis mizani _ miznobriv<br />
auditoriasTan komunikaciis<br />
konkretuli amocana, romelic<br />
miRweuli unda iyos drois<br />
gansazRvrul monakveTSi.<br />
dafiqrdiT, Tu ra xdeba im<br />
sareklamo kulisebs miRma,<br />
romelsac aniWebT upiratesobas.<br />
• SearCieT TqvenTvis sasurveli<br />
beWdviTi an satelevizio<br />
reklama?<br />
• ratom mogwonT igi?<br />
• Tqveni azriT, efeqturia?<br />
CauRrmavdiT sakiTxs da-<br />
SeiswavleT is faqtorebi,<br />
INDOOR & OUTDOOR<br />
romlebic reklamis miRma mimdinareobs.<br />
• ra aris am sareklamo kampaniis<br />
miznebi?<br />
• rogoria misi biujeti?<br />
ar imsjeloT reklamisadmi<br />
sakuTari ganwyobis mixedviT<br />
da gansazRvreT, aris es qmedebebi<br />
mogebis momtani?<br />
reklamis Setyobineba sworad<br />
emsaxureba mis mizans?<br />
... da mainc, danaxarjebi ar<br />
aisaxeba mogebaze?!<br />
es srulebiTac ar niSnavs, rom<br />
Tqveni sareklamo rgoli cudia.<br />
ubralod Tqveni reklama<br />
ver SeamCnies an misi auditoria<br />
sworad ver ganisazRvra.<br />
SeiZleba, rogorc ityvian:<br />
`saWiro dros saWiro adgilas<br />
ver aRmoCnda~.<br />
Zalian mniSvnelovania ara<br />
mxolod efeqturi sareklamo<br />
rgolis damzadeba, aramed<br />
misi miznobrivi auditoriisaTvis<br />
sworad SeTavazeba;<br />
aris ki efeqturi uamravi fulis<br />
daxarjva yovlismomcvel<br />
gamowvevebze?<br />
msoflioSi tendencia imisa,<br />
rom sareklamo bazris umetesi<br />
wili dRemde satelevizio<br />
reklamaze modioda,<br />
dRes ukve Seicvala.<br />
bolo periodSi cifruli sistemebis<br />
ganviTarebam da sxva<br />
gare faqtorebma sareklamo<br />
bazarze warmoSves iseTi<br />
produqtis gaCenis saWiroeba,<br />
rogoricaa pirdapiri marketingi<br />
anu, reklamis ganTavseba<br />
swored im adgilebSi, sadac<br />
sareklamo produqti eqvemdebareba<br />
SeZenas.<br />
albaT, gsmeniaT satelevizio<br />
reklamis alternativis<br />
_ Indoor & Outdoor<br />
TV-is Sesaxeb:<br />
Indoor TV _ es aris uSualod<br />
Senobebis SigniT damontaJebuli<br />
monitorebis qseli, romelic<br />
mTlianad orientirebulia<br />
ukve SenobaSi myof<br />
adamianebze (mayurebelze).<br />
Outdoor TV _ es aris Senobebis<br />
fasadebze damontaJebuli<br />
monitorebis qseli,<br />
romelic gamvleli adamianebis<br />
(mayureblis) mozidvazea<br />
orientirebuli;<br />
25
miznobriv jgufebad dayofili<br />
Indoor & Outdoor TVis<br />
mayureblebis vizitebis<br />
xangrZlivoba da sixSire ama<br />
Tu im adgilas pirdapir kav-<br />
SirSia monitorebze translirebuli<br />
videoreklamebis<br />
xangrZlivobasa da gaSvebebis<br />
raodenobasTan.<br />
Indoor & Outdoor TV-is meSveobiT<br />
moaxdenT miznobrivi<br />
auditoriis segmentirebas<br />
rogorc socialur-demografiuli<br />
(diasaxlisebi, saqmiani<br />
adamianebi, bavSvebi, mozardebi,<br />
pensionerebi da a.S.),<br />
aseve geografiuli kuTxiT<br />
(qalaqi, raioni, ubani da sxv).<br />
evropaSi reklamis es saxeoba<br />
sul raRac xuTiode wlis<br />
istorias iTvlis. rac Seexeba<br />
ruseTs, ukrainasa da poloneTs,<br />
iq saerTo sareklamo biujetis<br />
15-20%-s Seadgens.<br />
pirveli kompania saqarTveloSi,<br />
romelmac Seqmna reklamirebis<br />
aRniSnuli saxeoba–<br />
Indoor & Outdoor TV _ aris<br />
media kompania `SBOI~, `saqarTvelos<br />
bankis~ jgufis wevri<br />
kompania, romelic flobs da<br />
marTavs Indoor & Outdoor<br />
TV-is lokalur samauwyeblo<br />
qselebs. Indoor & Outdoor<br />
TV aris lokaluri televizia,<br />
romelic translirebs<br />
swored im adgilebSi, sadac<br />
xalxis (momxmareblebis) maRali<br />
denadobaa.optimalurad<br />
SerCeul adgilebSi damontaJebul<br />
monitorebze translirdeba<br />
videoreklamebi,<br />
romlebic erTmaneTisgan imijneba<br />
gasarTobi `kontentiT~.<br />
`saqarTveloSi sakmaod<br />
swrafad ikidebs fexs reklamirebis<br />
es saxeoba. am sferoSi<br />
muSaobis 2 wlis gamocdileba<br />
sakmaod damaimedebeli prognozebis<br />
gakeTebis safuZvels<br />
gvaZlevs. magaliTad, wels Indoor<br />
& Outdoor TV-is momxmareblebis<br />
raodenoba ukve<br />
2-jer aRemateba gasuli wlis<br />
maCvenebels. es, erTi mxriv,<br />
produqtis efeqturobis<br />
ganmsazRvrelia, xolo meore<br />
mxriv ki - Cvendami ndobis<br />
zrdis maCvenebeli~ _ acxadebs<br />
kompaniis generaluri direqtori<br />
macaco facacia.<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
cnobili brendis<br />
mTvari sazrunavi<br />
cnobili brendis mudam Cvens<br />
gverdiT yofnaze zrunva<br />
`brendmeiqerebma~ 122 wlis<br />
win daiwyes....<br />
albaT icaniT....<br />
mTavari ferebi: wiTeli da<br />
TeTri.<br />
dabadebis weli: 1886, 8 maisi.<br />
dapatentebulia: 1893 wlidan<br />
(aSS).<br />
dabadebis adgili: jorjias<br />
Stati - qalqi atlanta.<br />
slogani: `yovelTvis kokakola~<br />
(1929 weli _ `pauza,<br />
romelic gamogacocxlebs~,<br />
1979 weli _ `miiRe koka-kola da<br />
gaiRime~, 1993 weli `yovel-<br />
Tvis koka-kola~).<br />
hobi: beWdviTi da satelevizio<br />
reklamebi, aqtiuri<br />
sponsoroba.<br />
mTavari sazrunavi: rac SeiZleba<br />
meti siaxle, gamudmebuli<br />
zrunva inovaciebze.<br />
icodiT, rom `misi~ winamorbedi<br />
iyo blanti da Sokoladisferi?<br />
atlantaSi mcxovrebma af-<br />
Tiaqarma John Stithe<br />
Pemberton-ma 1886 wels<br />
Seqmna samedicino sirofi,<br />
26 cnobili brandis mTavari sazrunavi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
romlisTvisac gamoiyena<br />
Kola-s eqstraqti da Coca - s<br />
foTlebi. man miiRo sqeli,<br />
Sokoladisferi siTxe, romelic<br />
afTiaqSi gasinjvis Semdeg<br />
Seafases dadebiTad. misi<br />
Rirebuleba iyo mxolod 5<br />
centi. karbonirebuli siTxis<br />
damatebis Semdeg aRniSnuli<br />
eqstraqtidan miiRes sasmeli,<br />
romlis Tavdapirveli Sefaseba<br />
iyo - `gemrieli da gamagrilebeli~.<br />
Pemberton-ma 5 wlis Semdeg<br />
Tavis kompania Asa G.<br />
Candler-s mihyida... axalma<br />
mflobelma igi daapatenta<br />
rogorc korporacia `kokakolas<br />
kompania~(The Coca-<br />
Cola Company).<br />
pirveli boTli daibada<br />
1894 wels misisipis StatSi.<br />
es gadawyvetileba maRaziis<br />
gamyidvels ukarnaxa<br />
koka-kolaze gazrdilma<br />
moTxovnilebam. manamde kokakola<br />
mxolod Camosxmuli<br />
saxiT realizdeboda.<br />
masiurad koka-kolas boTliT<br />
gayidvebi daiwyo 1899 wlidan.<br />
koka-kola dRes<br />
kompania dReisaTvis awarmo-<br />
cnobili brandis mTavari sazrunavi<br />
ebs 2800 produqcias, aqvs 450ze<br />
meti brendi, moRvaweobs<br />
200-ze met qveyanaSi da mTel<br />
msoflioSi dasaqmebuli hyavs<br />
daaxloebiT 90500 adamiani.<br />
qarTuli bazrisTvis jerjerobiT<br />
ucnobi brendebi:<br />
1. energiuli sasmelebi<br />
Full Throttle – aris energiuli<br />
sasmeli, romelic Seicavs<br />
energiuli sasmelebis momxmareblebisaTvis<br />
sasurvel<br />
ingredientebs, Jen-<br />
Senis eqstraqts,<br />
kofeins, guaranis<br />
eqstraqtsa da vi-<br />
tamins. aseve arsebobs<br />
uSaqro<br />
Full Throttle -c,<br />
romelic ZiriTadad<br />
vrceldeba Seer-<br />
Tebul Statebsa da kanadaSi.<br />
KMX – aris mravalsivrculienergiuli<br />
sasmeli, Seqmnili<br />
gansakuTrebiT<br />
progresul, kolejis<br />
asakis xalxisTvis,<br />
romlebsac<br />
surT, ar gacdnen.<br />
dizaini aris gemovnebis<br />
gasaRviZeblad maTTvis, visac<br />
surs gamoscados cxovreba<br />
srulyofilad.<br />
2. naturaluri wvenebi<br />
Minute Maid Coolers –<br />
aris yvelgan da yovelTvis<br />
dasalevi gamacocxle-<br />
beli xilis sasmeli.<br />
is aris kargi kalciumis<br />
wyaro da Seicavs<br />
100% C vitamins.<br />
n a t u r a l u r i<br />
wveni aris xilis<br />
l o m o n a T i s<br />
saxiT, alublis,<br />
tropikuli da<br />
atmis aromatiT.<br />
is ZiriTadad vrceldeba<br />
amerikis SeerTebul<br />
StatebSi.<br />
Maaza –<br />
naturaluri<br />
wveni namdvili<br />
xilis gemoTi -<br />
Zalian uyvarT<br />
b a v S v e b s .<br />
d a m a t e b u l i<br />
aqvs kalciumi.<br />
misi qvesaTauri<br />
i n d u r a d<br />
niSnavs `megobrobis momentebi<br />
axal maaza-sTan erTad~. wveni<br />
aris mangos, forToxlisa<br />
da ananasis. igi vrceldeba<br />
bangladeSSi, indoeTsa da<br />
moldovaSi.<br />
3. ualkoholo sasmelebi<br />
Barq’s - aqvs mniSvnelovani<br />
ingredienti, rac uqmnis<br />
Tineijerebs srulyofilad<br />
cxovrebis xaliss. is<br />
aerTianebs memkvidreobiT<br />
miRebul personalurobas<br />
araTanabari muqi gemoTi. es<br />
brendi Seiqmna 1898 wels<br />
misisipiSi da Seisyida kokakolam<br />
1995 wels.sasmeli aris<br />
ludis fesvebisa da vanilis<br />
kremis.<br />
27
igi vrceldeba<br />
amerikaSi, bahamaze,<br />
kanadaSi,<br />
germaniaSi, guamaSi,<br />
marianis<br />
k u n Z u l e b z e ,<br />
f i l i p i n e b S i ,<br />
TurqeTsa da<br />
S e e r T e b u l<br />
StatebSi.<br />
diet Mello<br />
Yello – aris<br />
arakaloriuli,<br />
u a l k o h o l o<br />
s a s m e l i<br />
gansakuTrebuli<br />
gemoTi da<br />
saidumloebiT,<br />
rac kontrolis<br />
mxriv ayenebs<br />
mas sxvebisagan gamorCeulad.<br />
sasmeli aris citrusis -<br />
limniT. ZiriTadad vrceldeba<br />
amerikis SeerTebul<br />
StatebSi.<br />
4. sportuli sasmelebi<br />
Aquarius - aris mineraluri<br />
sportuli sasmeli, romelic<br />
gaTvlilia momxmareblebze,<br />
romelbsac uyvarT sporti<br />
da janmrTeli cxovrebis wesi.<br />
is iyo oficialuri sasmeli<br />
barselonas olimpiuri<br />
TamaSebis dros 1992 wels.<br />
sasmeli aris kenkris, citrusis<br />
kolas, greifrutis, Tafliani<br />
limnis, mangosa da forToxlis<br />
aromatiT.<br />
vrceldeba<br />
b e l g i a S i ,<br />
braziliaSi,<br />
C e x e T S i ,<br />
safrangeTSi,<br />
indoneziaSi,<br />
i t a l i a S i ,<br />
iaponiaSi,<br />
luqsembur<br />
gSi, holandiaSi, irlandiaSi,<br />
espaneTsa da taivanSi.<br />
5. Enviga<br />
– aris mwvane<br />
Cai, romelic<br />
x a s i a T d e b a<br />
gamacocxlebeli<br />
ZaliTa da<br />
k a l o r i e b i s<br />
d a m w v a v i<br />
TvisebebiT. Cai<br />
aris citrusis<br />
aromatiT. is<br />
vrceldeba av-<br />
striaSi, belgiaSi,<br />
CexeTSi, ungreTSi,<br />
holandiaSi, slovakeTSi,<br />
espaneTsa da SeerTebul<br />
StatebSi.<br />
6. wyali<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
Kinley – aris<br />
maRali xarisxis<br />
Camosasxmeli wyali,<br />
damzadebuli<br />
m i n e r a l e b i s<br />
damatebiT. is po-<br />
pularulia axal-<br />
gazrdebs Soris,<br />
romlebic eZeben<br />
cxovrebis ukeTes xarisxsa<br />
da janmrTeli cxovrebis wess.<br />
wyali ZiriTadad vrceldeba<br />
bangladeSSi, bulgareTSi,<br />
indoeTsa da nigeriaSi.<br />
7. k o k a -<br />
kolas supebi<br />
B i s t r o n e<br />
gemrieli marcvleulis<br />
su-<br />
pi, Zalian mosaxerxebeli<br />
m g z a v r o b i s<br />
dros.<br />
damzadebulia marcvleulisagan.<br />
supi realizdeba<br />
ZiriTadad iaponiaSi.<br />
28 cnobili brandis mTavari sazrunavi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
versus starbaqsis<br />
yava<br />
legenda iwyeba eTiopiaSi,<br />
kafas provinciaSi, iq, sadac<br />
savaraudod yavis pirveli<br />
xe ayvavda. arsebobs yavasTan<br />
dakavSirebuli bevri fantastiuri,<br />
magram ararealuri istoria.<br />
erTi legendis Tanaxmad,<br />
eTiopielma mecxvareebma<br />
SeniSnes, rom maTi cxvrebi<br />
miirTmevdnen ra am marcvlebs,<br />
mozRvavebuli energiisgan<br />
TiTqos cekvas iwyebdnen...<br />
meore mxriv, arsebobs ufro<br />
sarwmuno mosazreba, rom yavis<br />
marcvlebi pirvelad monebma<br />
daagemovnes sudanSi, iemensa<br />
da arabeTSi. swored iemenSi<br />
moxda yavis kultis Camoyalibeba.<br />
moka dRes yavis sinonimia, Tumca<br />
adre es iyo sazRavo porti<br />
meqasTan. is erT-erTi yvelaze<br />
saqmiani adgili gaxldaT im<br />
periodSi, magram arabebs mkacrad<br />
hqondaT gansazRvruli,<br />
ar gaetanaT<br />
versus starbaqsis yava<br />
arainari nergi Tu marcvali,<br />
raTa Tavidan aeridebinaT yavis<br />
gadineba sazRvargareT.<br />
Tavdapirvlead iemenis mmar-<br />
Tveloba mxars uWerda yavis<br />
gavrcelebas qveynis SigniT,<br />
radgan iTvleoboda, rom yavas<br />
bevri dadebiTi Tviseba hqonda.<br />
pirveli yavaxana gaixnsa<br />
meqaSi da mas “`kaveh kanes~<br />
ewoda, mas Semdeg mTel arabul<br />
samyaroSi aseTi dawesebulebebi<br />
farTod gavrcelda<br />
da yavaxanebi gadiqca masobrivi<br />
TavSeyris adgilebad,<br />
sadac TamaSobdnen nards,<br />
cvlidnen axal ambebs, cekvavdenen<br />
da mRerodnen.<br />
male arabuli yavis saxlebi<br />
gadaiqca politikur centrebad<br />
da mTavrobam akrZala<br />
rogroc yava, ise msgavsi dawesebulebebi,<br />
magram isini mainc<br />
ganagrZobdnen arsebobas...<br />
indoeTsa da indoneziaSi<br />
yavis gavrceleba holandielebs<br />
ukavSirdeba. holandiuri<br />
koloniebi iyvnen evropisTvis<br />
yavis marcvlebis<br />
ZiriTadi mimwodeblebi. dRes<br />
indonezia aris msoflioSi<br />
meoTxe yavis eqsportiori<br />
qveyana.evropaSi yava<br />
venecielma vaWrebma Seitanes<br />
1615 wels. pirvelad yava iyideboda<br />
limonaTebTan erTad<br />
da mas asaRebdnen rogorc samkurnalo<br />
saSualebas. pirveli<br />
evropuli yavaxana gaixsna<br />
veneciaSi 1683 wels.<br />
amerikaSi iRebs saTaves yavas-<br />
Tan dakavSirebuli yvelaze<br />
romantikuli istoria: gabriel<br />
meTiu de klieu iyo<br />
frangi sazRvao meomari, romelic<br />
1723 wels gaemgzavra<br />
parizSi, saidanac Camoitana<br />
yavis xe. mgzavrobisas rom<br />
ar dazainebuliyo mcenare,<br />
man minis WurWelSi moaTavsa.<br />
moulodnelad gems tuniseli<br />
mekobreebi daesxnen Tavs<br />
da gabrieli marto aRmoCnda<br />
mtris winaSe, mZarcvelebs mcenaris<br />
motaceba surdaT.<br />
sasamrTlom `Starbucks~-s dauwesa 106 milioni dolaris<br />
gadaxda Tavis momuSaveebisTvis<br />
sandiegos umaRlesi sasamarTlos mosamarTlem gamoutana<br />
ganaCeni `Starbucks~-s. man unda gadauxados Tavis TanamSromlebs<br />
87 milioni amerikuli dolari da aseve damatebiT<br />
momuSaveebisTvis, vinc Tqves, rom momsaxurebisTvis naCuqar<br />
fulSi ecilebodaT zedamxedveli.devid lovem, momuSaveebis<br />
advokatma, ganacxada, rom gadasaxdelma Tanxam mTlianad<br />
Seadgina 106 milioni dolari.<br />
29
Zola saastiki gamodga, mekobreebma<br />
yavis xes toti mostexes,<br />
Tumca misi motaceba<br />
ver moaxerxes.. TiTqosda<br />
yvelaferi kargad damTavrda,<br />
magram gemze sasmeli wyali<br />
TiTqmis aRar iyo. gabrielma<br />
wylis ukanaskneli wveTebi<br />
mcenares dausxa, yavis xe gadarCa,<br />
mezRvauri ki daiRupa.<br />
sabolood, gemma martinikas<br />
miaRwia, xe xelmeored Carges<br />
ukve axal miwaSi, 1726 pirveli<br />
mosavali miiRes. mas Semdeg<br />
mosavali ufro da ufro<br />
izrdeboda da 1777 wels martinikaze<br />
19 milionze meti yavis<br />
xe idga.<br />
msoflio ekonomikaSi dRes<br />
yavas Zalian mniSvnelovani<br />
adgili uWiravs, bevri qveynis<br />
ekonomikisaTvis da politikisaTvis<br />
yavis warmoeba<br />
mniSvenlovan da kritikul<br />
rols TamaSobs. milinobiT<br />
adamiani aris CarTuli yavis<br />
warmoebaSi, mis damuSavebaSi,<br />
gayidvaSi, transportirebasa<br />
Tu marketingSi.<br />
yavisadmi maRal moTxovnas<br />
Semdegi statistikac afiqsirebs:<br />
yava weliwadSi 400<br />
miliard finjanze meti moixmareba;<br />
bolo wlebis monacemebiT<br />
msoflio bazarze 600<br />
tonaze meti yavis marcvlebis<br />
realizeba xdeba; 45 qeveyana<br />
misdevs yavis warmoebas komerciuli<br />
miznebisTvis; brazialiaSi<br />
5 milionze meti<br />
adamiania CarTuli yavis<br />
mrewvelobaSi; niu-iorkSi mosaxleobis<br />
52% yovel dilas<br />
yaviT iwyebs...<br />
yava sasargebloa maSin, rodesac<br />
samsaxurSi Tavzesayreli<br />
saqmea da sifxizle gWirdebaT,<br />
is gexmarebaT SeasruloT<br />
monotonuri saqme da iyoT<br />
koncentrirebuli ukiduresi<br />
daRlilobis dros. yava exmareba<br />
organizms, gandevnos<br />
nikotoni.<br />
zogs miaCnia, rom yava karg<br />
sayvarels hgavs - is mdidaria,<br />
Tbili da SeuZlia mTeli Rame<br />
ar dagaZinos. aRsaniSnavia,<br />
rom yavas adamia-nebi ar miirTmeven<br />
mxolod misi sasargeblo<br />
Tvisebebidan gamomdinare...<br />
yavis moduReba ritualia,<br />
misi aromati _ ganumeorebeli<br />
da, marTlac, rom warmoudgenelia<br />
megobrebTan musaifi<br />
finjani yavis gareSe.<br />
`Starbucks~-ma adamianebs<br />
mouZebna myudro kuTxe saxlsa<br />
da samsaxurs Soris<br />
1971 wels daarsda yavis kompania<br />
_ `Starbucks Coffee<br />
Company~. daarsebis dRidan<br />
`Starbucks~ ar yidda<br />
xis Semwvari marcvlebidan<br />
damzadebul sasmels, romelic<br />
kofeinis Semcvelobis gamo<br />
mastimulirebel moqmedebas<br />
axdenda, aramed `Starbucks~<br />
finjan yavaSi debda sxva<br />
bevrad ufro mniSvnelovan<br />
faseulobebs, STabeWdilebas,<br />
sicocxlesa da energias.<br />
`SeigrZeni yavis surneli da<br />
cxovrebiT odnav ufro metad<br />
datkbi~ - es `Starbucks~is<br />
mTavari slogania, rac<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
ganasxvavebs mas sxva yavisgan<br />
da yavaxanebisgan.<br />
`Cveni biznesi - es sulis<br />
avsebis da ara kuWis avsebis<br />
biznesia~, `Cven SevcvaleT<br />
xalxis cxovrebis stili~.<br />
kompaniam, marTlac, SeZlo<br />
cxovrebis stilis Secvla,<br />
`Starbucks~-ma adamianebs<br />
mouZebna myudro kuTxe saxlsa<br />
da samsaxurs Soris. didia im<br />
adamianTa ricxvi, romelTac<br />
miagnes da ver elevian mas.<br />
mTel msoflioSi yovel kviras<br />
kompaniis 5900-ze met<br />
savaWro adgilas 20 milioni<br />
momxmarebeli stumrobs.<br />
dRes `Starbucks~-is momxmarebeli<br />
ukve mTeli msoflioa<br />
da isini am adgils stumroben<br />
ara finjani yavis dasalevad,<br />
aramed `Starbucks~-is yavis<br />
dasagemovneblad. kiTxvaze,<br />
Tu ris dalevas isurvebda<br />
amerikeli axalgazrda Tu<br />
xanSi Sesuli adamiani, pasuxi<br />
aris ara yava, aramed - `Starbucks~-is<br />
yava. am filosofiam<br />
gaafarTova qseli - ara<br />
marto, daarsebis dRidan vi-<br />
Tardeba da farTovdeba ara<br />
mxolod yavaxanebis raodenoba,<br />
aramed Tavad yavis arCevani.<br />
dRes `Starbucks~-Si 30-ze<br />
meti saxeobis yavaa yvela tipis<br />
momxmareblisaTvis.<br />
Tqven SegiZliaT datkbeT<br />
rogorc Cveulebrivi espreso-<br />
Ti da late klasikuriT, aseve<br />
karameliani da nayiniani civi<br />
da cxeli yaviT, Tafliani<br />
30 versus starbaqsis yava
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
lateTi, aorTqlebuli rZisa<br />
da SaqriT moxatuli mdidari<br />
espresoTi da sxva aRmoCenebiT.<br />
`Cven aseve vcdilobT, Cveni<br />
kafe iyos adgili, sadac siamovnebiT<br />
ikribebian adamianebi,<br />
cvlian ideebs da miirTmeven<br />
ugemrieles sasmels - `Starbucks~-is<br />
yavas. Cveni yavaxanebi<br />
gvinda gadavaqcioT<br />
adgilad, sadac adamianebs<br />
SeeZlebaT gaataron SesaniSnavi<br />
dro da erT finjan yavas-<br />
Tan erTad miiRon bevrad meti<br />
STabeWdileba.~<br />
2002 wlidan `Starbucks~is<br />
moxmarebeli yavaxanebSi<br />
sargeblobs ukabelo swrafi<br />
internetiT. im SemTxvevaSi, Tu<br />
ar gaqvT fuli, `Starbucks~is<br />
plastikuri baraTiT Tqven<br />
ukve aRar gaqvT problema-<br />
`Starbucks~-is maRaziebi ukve<br />
Tqvens safuleSia~.<br />
aseve, momxmarebeli sargeblobs<br />
`Starbucks~-is musikaluri<br />
diskebiT, TamaSebiT,<br />
yavis tolCebiTa da sxvadasxva<br />
saxaliso suvenirebiT.<br />
cnobili adamianebis cnobili<br />
frazebiT gawyobili yavis<br />
finjnebi namdvilad gansakuTrebul<br />
siamovnebas ganiWeben<br />
`Starbucks~-is yavaxanaSi.<br />
ukanaskneli 5 wlis ganmavlobaSi<br />
`Starbucks~-is gayidvebi<br />
da mogeba yovelwliurad<br />
sammagdeba.<br />
`Starbucks~-is mTavari saidumlo<br />
momxamrebelTan megobrobaa,<br />
man kargad icis, rom<br />
turistuli infrastruqtura saqarTveloSi<br />
momxmarebels yavaze metad<br />
sxva emocia sWirdeba; momxmarebeli<br />
iTxovs STabeWdilebas,<br />
romelic mis gulSi<br />
SeiWreba; mis cnobierebaSi<br />
darCeba; iTxovs adgils, sadac<br />
simSvidea da yavis aromati<br />
igrZnoba. `Starbucks~-i<br />
adgilia, sadac Zalian kargad<br />
mogemsaxurebian, sasurvel<br />
yavis gemos SemogTavazeben<br />
da erTi finjani yavis fasis<br />
sanacvlod dauviwyar emocias<br />
gaCuqeben.<br />
turistuli infrastruqtura saqarTveloSi<br />
turizmi, SeiZleba iTqvas,<br />
ekonomikis sakmaod ,,delikaturi~”<br />
dargia, radgan umniSvnelo<br />
faqtorzec ki swrafad<br />
reagirebs.<br />
turizmis ganviTarebis<br />
erovnuli gegma da koncefcia<br />
_ esaa safuZveli nebismier<br />
qveyanaSi turizmis ganviTarebisa,<br />
riTac unda ganisaz-<br />
Rvros, Tu ra da rogor unda<br />
gakeTdes da warimarTos.<br />
Cvens qveyanaSi turizmis ganviTareba,<br />
SeiZleba iTqvas, ori<br />
mxaris prerogativaa. pirveli,<br />
esaa saxelmwifo da meore -<br />
mewarme. swored am ori mxaris<br />
urTierTSeTanxmebis safuZvelze<br />
SeiZleba ekonomikuri<br />
stabilurobisa da ganviTarebis<br />
miRweva. maT Soris meti<br />
valdebuleba akisria pirvel<br />
mxares, raTa uzrunvelyos<br />
qveyanaSi normaluri samewarmeo<br />
saqmianobis garemos<br />
Seqmna.<br />
saqarTveloSi turistuli<br />
momsaxurebis organizatorebi<br />
arian turistuli firmebi.<br />
saqmianobis mixedviT isini<br />
SeiZleba iyvnen sruli momsaxurebis<br />
mqone da specializirebuli<br />
anu SezRuduli<br />
momsaxurebis. turistuli<br />
firmebis srul momsaxurebaSi<br />
igulisxmeba: savizo momsaxureba,<br />
bileTebis gayidva/dajavSna,<br />
tvirTis gadazidva,<br />
sastumroebis dajavSna, mogzaurobis<br />
dazRveva, turistuli,<br />
biznes, saganmanaTleblo, sa-<br />
Tavgadasaalo, avto, Sof da<br />
sxva saxis turebis momzadeba,<br />
restornebis dajavSna da sxva<br />
damatebiTi momsaxurebis gaweva.<br />
aseve arian turistuli<br />
firmebi, romlebic sTavazoben<br />
saqarTvelos turistuli,<br />
rekreaciuli da istoriul-kulturuli<br />
regionebis<br />
monaxulebas da iq dasvenebas.<br />
31
ac Seexeba turistul<br />
firmebs, romlebic turistebis<br />
gayvanaze muSaoben, xasiaTdebian<br />
agreTve SezRuduli<br />
momsaxurebiT, radgan saqarTvelodan<br />
gasuli turistebis<br />
umravlesoba didi xniT rCeba<br />
mimReb qveyanaSi da aRar<br />
saWiroebs damatebiT turistul<br />
Tu biznesmomsaxurebas.<br />
gamyvani firmebis ZiriTad<br />
saqmianobaSi Sedis: savizo<br />
momsaxureba, dazRveva, transportireba,<br />
sastumros dajavSna,<br />
agreTve zogjer firmebi<br />
sTavazoben saswavlo turebs,<br />
romlebic saqarTveloSi Zlier<br />
gavrcelebulia.<br />
saqarTvelos turistuli<br />
firmebis umravlesoba marketinguli<br />
kvlevebis Catarebaze<br />
ar aris orientirebuli,<br />
magram reklamasa da gasaRebis<br />
stimulirebas aqtiurad<br />
axorcieleben.<br />
turistuli firmebis saqmianoba<br />
mimarTuli unda iyos<br />
dadebiTi imijis formirebisaken,<br />
radgan turizmis sferoSi<br />
imiji gadamwyvetia. turistuli<br />
firmebis saqmianobis Sefaseba<br />
SesaZlebelia mxolod<br />
turistuli produqtis/momsaxurebis<br />
moxmarebis proces-<br />
Si, amitom turistebi da mogzaurebi<br />
saagentos mimarTaven<br />
imijidan gamomdinare. imijis<br />
formirebisaTvis ki saWiroa<br />
ara mxolod efeqturi<br />
sareklamo kampaniis warmoeba,<br />
aramed firmis mier gaweuli<br />
momsaxurebis maRali xarisxi<br />
da saimedoba. qveyanaSi arsebuli<br />
sxvadasxva eqstrema-<br />
luri, arasasurveli pirobebi<br />
pirdapir aisaxeba im sfero-<br />
Si, romelic adamianebis gajansaRebas,<br />
dasvenebas, rekreacias<br />
emsaxureba. aqedan gamomdinare,<br />
turistul qveyanaSi unda arsebobdes<br />
mcire garantia mainc<br />
imisa, rom am sferos ganviTarebas<br />
ar SeeSleba xeli qveyanaSi<br />
arsebuli sxvadasxva<br />
xelisSemSleli pirobebiT,<br />
romlebic mravalgvari, araprognozirebadi<br />
da saxifa-<br />
Toa. es iqneba rTuli politikur-ekonomikuri<br />
viTareba,<br />
teraqtebi, turistebisa da<br />
adgilobrivi mosaxleobis<br />
gaqurdva-gataceba, Tu regionebis<br />
dabombva; aRsaniSnavia<br />
bunebrivi stiqiuri movlenebi<br />
Tu ekologiuri problemebi<br />
da sxv.<br />
adamiani mogzaurobis, dawyebamde<br />
afasebs samogzauro<br />
qveyanas, arCevs misTvis misaReb<br />
pirobebs da cxadia, miemgzavreba<br />
iseT qveyanaSi, sadac SesaZlebelia<br />
mSvidi, usafrTxo<br />
dasveneba, sadac safrTxe ar<br />
emuqreba mis sicocxles, janmr-<br />
Telobas. Tumca, aris turistTa<br />
is kategoriac, romelic<br />
eqstremalur pirobebs eZebs,<br />
magram am tipis momxmarebels<br />
ainteresebs mxolod garkveuli<br />
sirTuleebis gadalaxva<br />
da igi sruliad ar isurvebda<br />
iseT qveyanaSi wasvlas, sadac<br />
iqneba bunebriv-ekologiuri<br />
problemebi, turistebis<br />
gaqurdva-gatacebis faqtebi<br />
da sxv.<br />
gasvliTi turizmi, romelic<br />
gansakuTrebiT bolo wlebSi<br />
gaaqtiurda, rogorc bunebrivi<br />
reaqcia sazRvrebis gaxsnaze<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
da qveynis SigniT turizmis<br />
ganuviTarebel infrastruqturaze,<br />
sazRvargareT kapitalis<br />
gadinebisa da iq samuSao<br />
adgilebis Seqmnis Zlier<br />
arxad gadaiqca.<br />
amdenad, turizmis SemorCenili<br />
infrastruqturis gamoyeneba<br />
da axali samuSao adgilebis<br />
Seqmna uSualod saqarTvelo-<br />
Si – Sida turizmis modelis<br />
ZiriTadi arsia.erovnuli<br />
turizmi msoflio turizms ar<br />
upirispirdeba, mxolod is<br />
uars ambobs korporatiuli<br />
meqanizmebis dominirebaze.<br />
erovnuli turizmis CarCoebSi<br />
unda aRmocendnen profesiuli<br />
asociaciebi (mxareTmcodneebisa<br />
da eqskursiamZRol-<br />
Ta gildiebi, muzeumebisa da<br />
turistuli klubebis asociaciebi<br />
da a.S.), romlebic<br />
koleqtiur xelSekrulebebs<br />
dadeben turoperator-<br />
ebis asociaciasTan turistuli<br />
produqtis formirebasa<br />
da bazarze misi gavrcelebis<br />
pirobebze; agreTve, mosalodnelia<br />
xelSekrulebebis<br />
gaformeba momxmarebelTa<br />
sazogadoebebTan (sabavSvo<br />
fondebi, axalgazrduli klubebi,<br />
studenturi asociaciebi,<br />
veteranTa klubebi da a.S.)<br />
socialuri partniorobis<br />
reJimSi maT momsaxurebaze;<br />
erovnuli turizmis amocanaa<br />
adamianTa yoveldRiuri rekreaciuli<br />
moTxovnebis momsaxureba<br />
da “`uik-endis~” programis<br />
organizeba, romelic<br />
socialur aspeqtSi SeiZleba<br />
ufro wonadad CaiTvalos;<br />
32 turistuli infrastruqtura saqarTveloSi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
samTo saTxilamuro sportis mimdevrebo,<br />
ar gamogrCeT<br />
albaT, am statiis mkiT-<br />
xvelTagan umetesobas garderobis<br />
yvelaze miuwvdenel<br />
Taroze saguldagulod<br />
gaqvT Semonaxuli kombinizoni,<br />
sportuli qurTuki da<br />
sxva danarCeni atributebi<br />
specialurad gudaurisTvis...<br />
Sesabamisad, TqvenTvis nacnobia<br />
sixarulis SegrZneba am<br />
Taromde miRwevis, Tqveni sagudauro<br />
aRWurvilobis Tavidan<br />
Sexebisa da Calagebisa ...<br />
Tqven mouTmenlad gixariaT<br />
kviris bolos mosvla, an Tundac<br />
kviris dasawyisis, radgan<br />
iciT, rom orSabaTs mosdevs<br />
samSabaTi, oTxSabaTi da a.S.<br />
SabaT kviramde. SabaTs diliT<br />
ki uCveulod energiulad<br />
iRviZebT da ukve mouTmelad<br />
gahyurebT gzas gudaurisken...<br />
Tqven ukve gudaurSi xarT… da<br />
yvelaferi swored aq iwyeba…...<br />
saqarTvelos zamTris kuror-<br />
tebi yovel sezonze turistebis<br />
mzard raodenobas<br />
maspinZlobs. Bbakuriansa da<br />
gudaurs Soris arCevanis<br />
gakeTebisas turistebi sxvadasxva<br />
garemoebebs iTvaliswineben<br />
da arCevansac Sesabamisad<br />
akeTeben. magaliTad,<br />
Tu gsurT daisvenoT ojaxTan<br />
erTad, bakuriani TqvenTvis<br />
saukeTeso arCevania. xolo,<br />
Tuki Tqveni mTavari mizani<br />
srialia, girCevT gezi gudaurisken<br />
aiRoT.<br />
aseve gaiTvaliswineT, rom<br />
sezonis xangrZlivobis mxriv<br />
gudauri msoflioSi popularul<br />
bevr kurorts sjobs.<br />
sezoni gudaurSi dekembris<br />
Sua ricxvebidan iwyeba<br />
da aprilis Sua ricvebamde<br />
grZeldeba. bakurianSi ki<br />
sezoni bevrad moklea da rogorc<br />
wesi, martis Sua ricxvebisTvis<br />
mTavrdeba.<br />
saqarTvelos mimzidvelia<br />
samTo saTxilamuro sportis mimdevrebo, ar gamogrCeT<br />
zamTris kurortebi ara marto<br />
adgilobrivi dam-sveneblebisTvis,<br />
aramed turistebisTvisac.<br />
bolo wlebis ganmavlobaSi<br />
mniSvnelovnad imata<br />
ucxoeli turistebis ricxvma.<br />
maTi umravlesoba Camodis<br />
ruseTidan, ukrainidan, somxeTidan<br />
da latviidan. saerTo<br />
jamSi ki, SarSan bakurians,<br />
adgilobrivi da ucxoeli<br />
turistebis CaT-vliT 40 000,<br />
xolo gudaurs 22 000 damsvenebeli<br />
ewvia. wlevandeli<br />
monacemebi ki, savaraudod,<br />
ufro maRal ricxvebs daafiqsirebs.<br />
amasTan aRsaniSnavia,<br />
rom 2006 wels saqarTvelom<br />
vizitorebis zrdis maCveneblis<br />
75 %-iani zrdis gamo<br />
pirveli adgili daikava.<br />
tursitebis raodenoba mTis<br />
kurortebSi wlidan wlamde<br />
izrdeba da Sesabamisad rodesac<br />
sezonis pikia, Znelia sastumroSi<br />
adgilis dajavSna.<br />
am mxriv bakuriani naklebad<br />
problematuria, radgan ufro<br />
did arCevans sTavazobs damsvenebels,<br />
vidre gudauri.<br />
bakurianSi sastumroebTan<br />
erTad, SegiZliaT daiqiravoT<br />
kerZo bina. es ki TavisTavad<br />
am kurortebiT dainteresebis<br />
zrdis maCvenebelia.<br />
rac Seexeba sastumroebSi<br />
nomris fass, gudaurSi igi<br />
meryeobs 40 laridan 110<br />
dolaramde dRe-RameSi.<br />
fasze gavlenas sxva danarCen<br />
faqtorebTan erTad axdens<br />
siaxlove trasebTan (liftebTan)<br />
da sastumros pirobebi.<br />
33
dResdReobiT sastumros<br />
servisis mixedviT gudaurSi<br />
liderobs sastumro “`marko<br />
polo~, romelic damsvenebels<br />
sTavazobs yvela saSualebas<br />
gantvirTvisa da dasvenebis-<br />
Tvis.<br />
rac Seexeba Txilamurebs, maT<br />
yidvasa da gaqiravebas, standartulad,<br />
erTi dRiT Txilamurebis<br />
daqiravebis fasi<br />
25 laria, igive gasaqiravebeli<br />
fasi aqvs `snoubordsac~.<br />
rogorc adgilobrivi<br />
trenerebi aRniSnaven, gudaurSi<br />
`snoubordze~ dgomis<br />
msurvelTa raodenoba da Sesabamisad<br />
snoubordebis gaqiravebis<br />
raodenoba mkveTrad<br />
gaizarda wina welTan SedarebiT.<br />
rac Seexeba Txilamurebis<br />
SeZenas, samoyvarulo Txilamuris<br />
yidva SegiZliaT adgilobriv<br />
sportul maRaziebSi 500<br />
- 800 laris farglebSi. amas-<br />
Tan, Txilamurebis gayidvebis<br />
ricxvi, wina welTan SedarebiT<br />
mkveTrad gaizarda. sportul<br />
maRaziaTa qselebma Tbilis-<br />
Si mniSvnelovnad gazar-<br />
des Txilamurebis gayidvis<br />
maCvenebeli. aseve gaizarda<br />
moTxovna `snoubordzec~.<br />
sasrialo mowyobilobaze<br />
gazrdil moTxovnaze sabanko<br />
seqtormac ar daayovna reagireba<br />
da momxmarebels Sesabamisi<br />
ganvadebis sistema da<br />
sesxi SesTavaza specialurad<br />
sasrialo aRWurvilobis Sesa-<br />
Zenad.<br />
am mxriv novatori bazarze<br />
2007 wlidan “`saqarTvelos<br />
banki~” aRmoCnda, romelmac<br />
momxmarebels Txilamuris ganvadebiT<br />
yidvis Sansi misca<br />
`ski+~- is saSualebiT.<br />
saTxilamuro sportiT dainteresebuli<br />
auditoriisTvis<br />
saintereso iqneba aseve informacia<br />
imis Sesaxeb, rom sadaz-<br />
Rvevo kompaniam `arqimedes<br />
global~ bakurianSi ganaxorciela<br />
sadazRvevo programa.<br />
dazRvevis paketis dRiuri<br />
Rirebulebaa 1 lari da masSi<br />
Sedis: saswrafo gadaudebeli<br />
daxmareba, stomatologiuri<br />
daxmareba da, saWiroebis Sem-<br />
TxvevaSi, hospitalizacia.<br />
garda zemoT CamoTvlili detalebisa,<br />
sasurvelia gaiTvaliswinoT,<br />
rom gudaurSi<br />
mTeli dRis Seuwyveteli srialisTvis<br />
SegiZliaT SeiZinoT<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
25 lariani dRis abonementi,<br />
xolo liftiT erTjeradi<br />
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erTjeradi asvla 3 lari Rirs,<br />
mTeli dRis abonementi ki gudauris<br />
msgavsad - 25 lari.<br />
yoveli SemTxvevisTvis,<br />
mogawvdiT aseve sasargeblo<br />
informacias im auditorias,<br />
romelsac jer arc kombinizoni<br />
gaqvT zeda Taroze<br />
Semodebuli da arc saWiro<br />
aRWurviloba mogimaragebiaT<br />
sasrialo sezonisTvis.<br />
savaraudod, Tqven Semdegi<br />
atributebi da biujeti dag-<br />
WirdebaT:<br />
kombinizoni :<br />
80-dan 300 laramde<br />
qurTuki:<br />
70-dan 250 laramde<br />
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40-dan 300 laramde<br />
qudi:<br />
20-dan 150 laramde<br />
saTvale:<br />
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aseve girCevT, Txilamurze<br />
an `snoubordze~ pirvelad<br />
dadgomisas isargebloT<br />
34 samTo saTxilamuro sportis mimdevrebo, ar gamogrCeT
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
treneris daxmarebT. gaiTvaliswineT,<br />
rom trenerTan erTi<br />
saaTiT varjiSisTvis 25 lari<br />
unda gadaixadoT. treneris<br />
ayvana SegiZliaT adgilze.<br />
calke Temaa, ra ar unda wai-<br />
RoT gudaurSi an bakurianSi:<br />
U<br />
susti sqesis wamomadgenlebo,<br />
upirveles yovlisa Sin datoveT<br />
makiaJisTvis saWiro yvela<br />
saSualeba higienuri pomadis<br />
garda. sastikad arasasurvelia<br />
srialisas saxeze gesvaT<br />
tonaluri kremi an raime kosmetikuri<br />
saSualeba. Tumca,<br />
aucilebelia gamoiyenoT mzis<br />
damcavi kremi, gansakuTrebiT<br />
gudaurSi, sadac didi saSiSroebaa<br />
romelime xarisxis<br />
damwvrobis miiRebisa. gansakuTrebiT<br />
erideT martis mzes<br />
da SeecadeT ar mieficxoT.<br />
aseve gaiTvaliswineT, rom<br />
Sav, elegantur saRamos kabas,<br />
mTaSi Zalian advilad cvlis<br />
irmebis gamosaxulebiani Jaketi<br />
da fumfula kaSne.<br />
rac Seexeba mamakacebs, xels<br />
nu aiRebT saxis kanis movlaze,<br />
radgan Zlieri sqesis warmomadgenlebi<br />
xarT. nu mogeridebaT<br />
damcavi kremis wasma.<br />
gamocdili moTxilamure megobris<br />
rCeviT, aseve araferSi<br />
dagWirdebaT halstuxi, Te-<br />
Tri perangi, wveris saparsi,<br />
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da TviT saqorwino beWedi.<br />
SeiZleba garkveuli doziT<br />
alkoholi gamogadgeT,<br />
trasaze mxned gasasvlelad.<br />
Tu adgilobrivi zamTris kurortebi<br />
Tqvens moTxovnilebas<br />
ver akmayofileben,<br />
girCevT ewvioT evropis cnobil<br />
saTxilamuro dasasvenebl<br />
adgilebs. safrangeTSi cnobil<br />
saTxilamuro kurortebze<br />
1 Ramis Rirebuleba saSualo<br />
donis sastumroSi daaxloebiT<br />
60 evro Rirs da fasebi sastumros<br />
varskvlavebis raode-<br />
nobis zrdis Sesabamisad<br />
izrdeba.<br />
italiaSi daaxloebiT igive<br />
situaciaa fasebTan dakav-<br />
SirebiT. garda amisa, SegiZliaT<br />
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samTo saTxilamuro sportis mimdevrebo, ar gamogrCeT<br />
evropis sxvadasxva saTxilamuro<br />
kurortebs, sadac<br />
fasebi SedarebiT naklebia da<br />
servisis done saqarTvelosTan<br />
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piradi gamocdilebidan ki<br />
alpebis dedaqalaqad wodebul<br />
insbruks girCevdiT avstriaSi.<br />
Aam ulamazes adgilas<br />
SegiZliaT Tvalyuri adevnoT<br />
zamTris olimpiur Sejibrebebs<br />
da Tavadac isrialoT<br />
gauTaveblad. sastumroebis<br />
farTo arCevani ki SesaZleblobas<br />
gaZlevT SearCioT<br />
TqvenTvis sasurveli pirobebi<br />
da fasebi. saSualod ki,<br />
biujetis Sedgenisas, girCevT<br />
erT Rameze sastumroSi 80<br />
evro gaiTvaliswinoT.<br />
imedia, mowodebulma informaciam<br />
daakmayofila da kidev<br />
ufro gaaRrmava Tqveni interesi<br />
saTxilamuro sportTan<br />
dakavSirebiT. vimedovneb, isev<br />
SevxvdebiT, oRond amjerad<br />
trasaze...<br />
35
ora - bora<br />
ocneba, romelic realobaa?!<br />
Cemi nacnobebisa da megobrebis<br />
wreSi blic-gamokiTxva<br />
Cavatare: uceb milioni rom<br />
aRmoCndes maT xelSi, rogor<br />
daxarjavdnen?! yvelas pasuxi<br />
gansxvavebuli iyo, Tumca erTi<br />
saerTo ram mainc aRmovaCine.<br />
ocnebebis grZel nusxaSi yvelas<br />
miuCenia adgili romelime<br />
gansakuTrebul, egzotikur<br />
adgilze saucxoo drois<br />
gatarebisaTvis.<br />
albaT, swored aseTi adgilia<br />
bora-bora da milioni Tu<br />
ara, 10-15 000 evro mainc unda<br />
gqondeT am saucxoo adgilis<br />
mosanaxuleblad.<br />
bora-bora Sedis franguli<br />
polineziis livordis<br />
jgufSi, romelic, Tavis mxriv,<br />
warmoadgnes safrangeTis<br />
teritorias wynar okeane-<br />
Si. bora-bora mcire zomis<br />
kunZulia, romlis garSemoc<br />
aris gamaognebeli laguna da<br />
barieruli rifi. kunZulis<br />
centrSi aris antikuri xanis<br />
vulkanuli warmoSobis ori<br />
klde _ paia da otemanu, umaRlesi<br />
wertili ki 727 metrs<br />
aRwevs.<br />
taitur enaze (miekuTvTeba<br />
avstroneziuri enebis ojaxs,<br />
gavrcelebulia frangul poloneziaSi.<br />
am enaze saubrobs<br />
mxolod 100 000 adamiani)<br />
kunZulis saxeli gamoiTqmis<br />
rogorc `fora fora~ da<br />
niSnavs `pirvel dabadebas~.<br />
kunZulze IV saukunidan<br />
cxovrobdnen polinezielebi.<br />
maT polineziur enaze moixseniebdnen,<br />
rogorc `vavau~.<br />
pirvelad es kunZuli<br />
mxolod 1769 wels iqna aRmoCenili<br />
jeims kukis mier. 1822<br />
wels londonis misionerTa<br />
sazogadoebam protestan-<br />
turi eklesia aago. 1842 wlidan<br />
bora-bora safrangeTis<br />
proteqciis qveS moeqca admiral<br />
abel aubertis ZalisxmeviT.<br />
dRes kunZuli sruliad orientirebulia<br />
turizmze. aq<br />
ZiriTadad maRali klasis<br />
sastumro kompleqsebia ganlagebuli<br />
da elitaruli<br />
garTobis savanes warmoadgens.<br />
ZiriTadi informacia,<br />
romelsac sasurvelia flob-<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
deT kunZulze gamgzavrebisaTvis:<br />
• valuta: polineziuri<br />
franki - (XPF); saSualo kursi<br />
1 XPF = 0.8 evro;<br />
• viza: franguli polineziis<br />
teritoriaze yofnisaTvis<br />
aucilebelia safrangeTis<br />
sakonsulos mier<br />
gacemuli viza.<br />
• dro: rodesac boraboraze<br />
kvira dRis SuadRea,<br />
TbilisSi orSbaTia, 12:00.<br />
• geografia: taiti da Sesabamisad<br />
kunZuli bora-bora<br />
wynar okeaneSia ganTavsebuli<br />
da evropisagan 17000 kilometriTaa<br />
daSorebuli.<br />
• klimati: tropikuli.<br />
wlis ganmavlobaSi haeris<br />
saSualo temperatura 27 gradusia,<br />
wylis ki daaxloebiT<br />
- 26. mwvel da cxel mzes arbilebs<br />
wynari okeanis grili<br />
sio.<br />
• medikamentebi. polineziaSi<br />
vizitisaTvis, sxva<br />
tropikuli adgilebisagan<br />
gansxvavebiT, ar aris saWiro<br />
ineqciebis gakeTeba. am teritoriaze<br />
ar aris saSiSi<br />
cxovelebi an/da mwerebi. amas-<br />
Tan, jandacvis sistema sakmaod<br />
maRal donezea ganviTarebuli.<br />
• tansacmeli: adgilobriv<br />
mcxovreblebsac da turistebsac<br />
ubralod acviaT.<br />
tansacmeli sasurvelia iyos<br />
36 bora-bora
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
bambis qsovilis. Tu gemiT<br />
seirnobasac apirebT, aucileblad<br />
waiReT Tbili mosasxami<br />
(saRamoobiT sakmaod grila).<br />
rac Seexeba fexsacmels,<br />
yvelaze aqtiurad dagWir-<br />
debaT sandlebi.<br />
mTebSi eqskuriaze ki rekomendirebulia<br />
moxerxebuli<br />
daxuruli fexsacmeli da,<br />
rac mTavaria, ar dagaviwydeT<br />
rezinis sandlebis waReba, romelic<br />
wyalSi SesvlisTvis<br />
gamogadgebaT (iq bevri rifia<br />
da SeiZleba SiSveli fexi dagiziandeT).<br />
savaldebuloa, Tan<br />
iqonioT mzis damcavi kremi,<br />
muqi saTvaleebi, panama da, ra<br />
Tqma unda, sacurao kostiumi.<br />
• `Sopingi~: maRaziebi iseve,<br />
rogorc sxva dawesebulebi,<br />
muSaoben dilis 8:00 saaTidan<br />
18:00 saaTamde. SuadRes<br />
12:30-dan 13.30-mde yvela obieqti<br />
daketilia. SabaTobiT<br />
didi savaWro centrebi Ramis<br />
11 saaTamde muSaoben.<br />
bora-bora<br />
• religia: adgilobrivi mosaxleobis<br />
ZiriTadi nawili<br />
protestanti an kaTolikea,<br />
daaxloebiT - 2% budisti;<br />
• sabaJo da sapasporto kontroli:<br />
sabaJo sazRvarze<br />
arsebobs standartuli Sez-<br />
Rudvebi Tambaqosa da alkoholuri<br />
sasmelis raodenobas-<br />
Tan dakavSirebiT. sxva raime<br />
specialuri da gansakuTrebuli<br />
moTxovnebi ar aris.<br />
• transportireba: kunZulebs<br />
Soris gadaadgilebis mxolod<br />
ori gza arsebobs _ sahaero<br />
da sazRvao.<br />
bora-boraze dabali donis<br />
sastumro ubralod ar<br />
arsebobs. aq yvelaze iafad,<br />
SedarebiT cudi xediT,<br />
yvelaze patara nomeri<br />
RameSi 250-300 evro Rirs.<br />
xolo Tu marTlac yvelafer<br />
saukeTesos eswrafviT, maSin<br />
Tqven saSualod 700 an/da<br />
umjobesia 1000 evrod Rirebuli<br />
bungaloSi SesaxldeT.<br />
aq Tven, SeiZleba iTqvas,<br />
gaSlil okeaneSi cxovrobT.<br />
Tqven SegiZliaT datkbeT mzis<br />
amosvlisa da Casvlis ulamazesi<br />
xedebiT, mkveTri ferebis<br />
saucxoo kontrastebiT da<br />
ubralod daiviwyoT Tqveni<br />
cxovrebis damRleli yoveldRiuroba.<br />
da Tu am mSvenier<br />
adgilze mainc moxvdiT da<br />
Tan okeaneSi SeWril erTerT<br />
saukeTeso bungaloSi<br />
cxovrobT, aucileblad unda<br />
moinaxuloT poloneziis sxva<br />
RirSesaniSnaobebi.<br />
adgilobrivi tur-agentebi<br />
maraval saintereso eqskursias<br />
SemogTavazeben - okeanesa<br />
Tu mTebSi.<br />
Tqveni turis bolos<br />
ki, rodesac moinaxulebT<br />
uamrav egzotikur adgils,<br />
datkbebiT ra mzis Cas-<br />
vliTa da ulamazesi xedebiT<br />
Tqveni brwyinvale bungal-<br />
odan, saqarTveloSi gamomgzavrebis<br />
win ar dagaviwdeT<br />
sastumros personalsa da<br />
momRimar mesazRvres uTxraT<br />
`mauruuru~, rac adgilobriv<br />
enaze madlobas niSnavs.<br />
37
germaniis federaciuli<br />
respublika<br />
zogadi daxasiaTeba<br />
germaniis federaciuli respublikis<br />
mosaxleobaa 81<br />
milioni. religiis TvalsazrisiT<br />
mosaxleoba iyofa or<br />
nawilad: romauli kaTolikebi,<br />
romlebic ZiriTadad<br />
cxovroben qveynis samxreT<br />
nawilSi da protestantebi,<br />
umetesad CrdiloeT nawilis<br />
mkvidrni. germaniis ekonomika<br />
ganixileba rogorc udidesi<br />
evropaSi da mesame msoflio-<br />
Si, aSS-sa da iaponiis Semdeg.<br />
gadawyvetilebebis miRebis<br />
procesi germaniaSi gacilebiT<br />
nelia, vidre aSS-Si, rac<br />
SeiZleba SemaSfoTebeli iyos<br />
amerikeli xelmZRvanelisTvis.<br />
biznesmenebi germaniaSi atareben<br />
Zalzed konservatiul<br />
tansacmels, rogoricaa: muqi<br />
kostiumebi, konservatiuli<br />
halstuxebi da TeTr perangebi.<br />
qalbatonebi ki ZiriTadad<br />
imosebian muq pijakebsa da<br />
TeTr bluzebSi.<br />
germanelebi individualistebi<br />
arian. maT ar uyvarT<br />
siurprizebi. moulodneli<br />
cvlilebebi biznessaqmianobebSi,<br />
maSinac ki, Tu aman SeiZleba<br />
gazardos warmoeba, miuReblad<br />
iTvleba.<br />
germaniis moqalaqeebs ar<br />
sWirdebaT da arc elian<br />
qaTinaurebs. germaniaSi iT-<br />
vleba, rom zedmeti komlimentebi<br />
saqmes ver waadgeba.<br />
punqtualuroba aucilebelia<br />
germaniaSi. dagvianeba, Tundac<br />
ramdenime wuTiT, Zalian<br />
ganarisxebs germanel ufross.<br />
germaniSi biznesi miiCneva Zalian<br />
seriozulad da iumori<br />
miuRebelia biznesurTierTobaSi.<br />
germanelebi pativs scemen<br />
ufross da yovelTvis win<br />
ayeneben biznesSi. germanelebis<br />
is nawili, romlebic wlebis<br />
manZilze erTad muSaoben, misalmebisas<br />
xels arTmeven er-<br />
TmaneTs, TiTqos es iyos maTi<br />
pirveli Sexvedra. germaneli<br />
kacebi xSirad gvariT mimar-<br />
Taven erTmaneTs, maSinac ki,<br />
roca kargi nacnobebi arian.<br />
germanelebi svamen didi raodenobiT<br />
luds, Tumca cdiloben<br />
ar dakargon zomiereba.<br />
germanuli aris oficialuri<br />
ena, mosaxlebis 99% laparakobs<br />
germanulad, magram arsebobs<br />
ramdenime dialeqtic.<br />
germanelebs uyvarT telefonze<br />
laparaki, Tumca<br />
mniSvnelovani biznes-<br />
gadawyvetilebebis miReba<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
telefoniT ar xdeba. isini<br />
ufrTxildebian pirad<br />
cxovrebas, ase rom ar daurekoT<br />
germanel ufross<br />
saxlSi nebarTvis gareSe.<br />
ekonomika<br />
germanias aqvs mdidari da<br />
teqnologiurad Zlieri ekonomika.<br />
mniSvnelovani gaumjobesebaa<br />
2007 wels, rac<br />
gamoixateba 2.6%-iani zrdiT.<br />
2001-05 wlebis xangrZlivi<br />
gaCerebis periodis Semdeg,<br />
0.7%-iani zrdiTa da maRali<br />
umuSevrobiT, 2007 wlis<br />
Zlieri zrda gaxda umuSevrobis<br />
dacemis mizezi, daaxloebiT<br />
8%-iT. yvelaze mniSvnelovani<br />
mizezebi germaniis<br />
maRali umuSevrobisa iyo makroekonomikuri<br />
gaCereba, investiciebis<br />
Semcireba, kompaniebis<br />
restruqturizacia,<br />
Sromis bazris sixiste, momsaxurebis<br />
seqtorSi konkurenciis<br />
simcire da maRali<br />
saprocento ganakveTi. modernizeba<br />
da aRmosavleT germaniis<br />
ekonomikis integrireba<br />
aris Zviri da xangrZlivi procesi,<br />
wliuri gadaricxvebi<br />
dasavleTidan aRmosavleTisaken<br />
Seadgens daaxloebiT 80<br />
miliard dolars. germaniis<br />
mTavrobam gaatara reformebi<br />
Sromis bazarze: sapensio<br />
asakis zrda 65-dan 67 wlamde,<br />
qalis wilis gazrda Sromis<br />
bazarze da sxv.<br />
2007 wlisTvis germaniis<br />
mTliani Sida produqti<br />
realuri zrdis procentis<br />
mixedviT Seadgenda 2.6%-s.<br />
mSp seqtorebis mixedviT:<br />
38 germania
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
soflis meurneoba - 0.9%,<br />
industria - 29.6% da momsaxurebis<br />
sfero - 69.5%. gasul<br />
wels umuSevrobis done Seadgenda<br />
9.1%-s, xolo inflacia<br />
18.4%-s. siRaribis zRvars<br />
qvemoT imyofeba germaniis<br />
mosaxleobis 11%. germaniaSi<br />
Zalian kargadaa ganviTarebuli<br />
industriuli seqtori.<br />
germania msoflios udides<br />
da teqnologiurad yvelaze<br />
ganviTarebul mwarmoeblebs<br />
Sorisaa rkinis, foladis,<br />
naxSiris, qimiuri nivTierebebis,<br />
manqana-danadgarebis,<br />
eleqtronikis, sakvebis, xomaldebisa<br />
da qsovilebis warmoebiT.<br />
germaniis eqsporti 2007<br />
wlisTvis Seadgenda 1361 trilion<br />
dolars, xolo importi<br />
- 1121 trilion dolars. germaniis<br />
erovnuli valuta 2002<br />
wlidan aris evro.<br />
dedaqalaqi – berlini<br />
berlini meored gaerTianebuli<br />
germaniis dedaqalaqi<br />
gaxda 1990 wels. is aris evropis<br />
aT udides qalaqs Soris<br />
erT-erTi, 890 km 2 far-<br />
TobiTa da daaxloebiT 3.5<br />
milioni mosaxliT. berlinis<br />
kedelis dangrevam 1989<br />
wels moaxdina dramatuli<br />
gavleba qalaqze. Tumca es<br />
kulturuli da ekonomikuri<br />
Zvra aRmoCnda warmatebuli<br />
da berlini gaxda msoflioSi<br />
mniSvnelovani biznescentri.<br />
berlini ekonomikuri TvalsazrisiTac<br />
miiwevs win da<br />
sagrZnoblad viTardeba. didi<br />
SesaZlebelobebi arsebobs qalaqSi<br />
infrastruqturis gasa-<br />
germania<br />
viTareblad da mimdinareobs<br />
seriozuli samuSaoebi. qalaqis<br />
kulturuli memkvidreoba<br />
aris mniSvnelovani:<br />
160-ze meti muzeumi, daaxloebiT<br />
150 Teatri, 8 simfoniuri<br />
orkestri, didi raodenobiT<br />
kafeebi, barebi, ludis saxlebi<br />
da Ramis klubebi aris qalaq-<br />
Si nebismieri gemovnebisaTvis.<br />
bolo wlebSi, berlinSi saofise<br />
farTis qiraobis fasebi<br />
uaxlovdeba msoflios bevr<br />
sxva qalaqebis fasebs. berlinSi<br />
ofisis qiraobis fasi<br />
Seadgens daaxloebiT 28.30<br />
evros kvadratul futze.<br />
cxovrebis standartebi aris<br />
maRali da mudmivad mzardi.<br />
biznesetiketi germaniaSi<br />
nebismier qyeyanaSi arsebobs<br />
gansakuTrebuli Cveulebebi<br />
da wesebi, romlebic gamoiyeneba<br />
rogorc yoveldRiur<br />
cxovrebaSi, aseve saqmiani<br />
molaparakebebis dros. gansakuTrebiT<br />
mniSvnelovania<br />
etiketis dacva restoranSi<br />
yofnis dros.<br />
tradiciulad, germaniaSi sadiloben<br />
Tormetis naxevridan<br />
oris naxevramde. maTi meniu<br />
ar Sedgeba uamravi kerZisagan<br />
- miirTmeven wvnian kerZs, mTavar<br />
saWmels da deserts. sakonferencio<br />
garemoSi biznes<br />
lanCi aris ganuyofeli nawili<br />
adamianuri urTierTobebisa<br />
da gagrZeleba msjelobisa<br />
mimzidvel garemoSi. Zveli<br />
wesebis mixedviT mandilosnebi<br />
arc Rvinos sinjavdnen, arc<br />
oficiantTan saubrobdnen da<br />
mamakacebi ixdidnen safasurs.<br />
dRes qalebis mxridan msgavsi<br />
manerebi istoriis sakuTrebaa.<br />
bizneslanCis dros ZiriTadad<br />
ualkoholo sasmelebs miirTmeven,<br />
Tumca iSviaTad arc<br />
alkoholian sasmelze amboben<br />
uars. dRes aRaravis ukvirs,<br />
Tu erTma pirovnebam alkoholuri<br />
sasmeli mxolod TavisTvis<br />
SeukveTa sxvebisTvis<br />
SeTavazebis gareSe. germaniaSi<br />
momsaxurebis procenti Seadgens<br />
5-dan 10%-mde. Tuki ukmayofilo<br />
xarT momsaxurebis<br />
xarisxiT, SegiZliaT gamoiyenoT<br />
uaryofiTi toni, an ar<br />
gadaixadoT momsaxurebis safasuri.<br />
amave dros SegiZliaT,<br />
ufro meti gadauxadoT oficiants,<br />
Tuki igi gansakuTrebulad<br />
ganebivrebT. kmayofilebis<br />
grZnoba SegiZliaT<br />
gamoxatoT aseve araverbaluri<br />
saqcieliT, Cveuli sityvis<br />
`didi madlobis~ garda.<br />
mosaubres pirvel rigSi usurveT<br />
`miirTviT gemrielad~.<br />
dajeqiT magidasTan axlos<br />
gamarTulad, xelebi ar daswioT<br />
dabla da daelodeT,<br />
sanam yvela kerZi ar iqneba<br />
sufraze motanili. aseve daelodeT<br />
sxvebs, rom daiwyon<br />
Wama da aseve sasmelis daleva.<br />
sufridan ar adgeT manam,<br />
sanam sxvebi ar morCebian<br />
sadils. sadilis damTavrebisas,<br />
ar dagaviwydeT danisa da<br />
Canglis paralelurad Tef-<br />
Sis marjvena mxares dawyoba.<br />
germaniaSi miRebulia, rom<br />
TefSi bolomde sufTa unda<br />
iyos. winaaRmdeg SemTxvevaSi<br />
es aRiqmeba, rom ar mogewonaT<br />
saWmeli.<br />
39
C i n e T i<br />
CineTs, uZvelesi civilizaciis<br />
qveyanas, aqvs ganviTarebis<br />
4000 wliani istoria. CineTis<br />
dedaqalaqia pekini, oficialuri<br />
ena _ Cinuri, romelic<br />
warmoiSva mandarinis (Cineli<br />
moxele) dialeqtidan. CineTSi<br />
bevri dialeqtia, damwerloba<br />
ki _ mxolod erTi. biznessazogadoebis<br />
umravlesoba<br />
saubrobs inglisur enaze.<br />
CineTSi aris marTvis komunisturi<br />
forma. mTavroba mxars<br />
uWers aTeizms, Tumca konstituciiT<br />
garantirebulia religiuri<br />
Tavisufleba. CineTi<br />
gamoirCeva religiis mravalferovnebiT.<br />
CineTis mosaxleoba 1992 wlis<br />
monacemebiT aris daaxloebiT<br />
1.17 miliardi adamiani. is<br />
yvelaze mWidrod dasaxlebuli<br />
qveyanaa msoflioSi.<br />
CineTSi moqmedebs mkacri<br />
kanoni bavSvis dabadebas-<br />
Tan dakav-SirebiT. kerZod,<br />
TiToeul wyvils ekrZaleba<br />
erT bav-Svze metis yola.<br />
CineTis biujetia 640.6 miliardi<br />
dolari. aq warmoebuli<br />
ZiriTadi sameurneo<br />
produqtebia: brinji, xorbali,<br />
kartofili, miwis Txili, Cai,<br />
fetvi, qeri, vaSli, bamba, Roris<br />
xorci, Tevzi da sxv.<br />
CineTis eqsporti aris daaxloebiT<br />
1.222 trilioni<br />
dolari. eqsportis ZiriTad<br />
nawils Seadgens: manqana-<br />
mowyobilebebi, eleqtronuli<br />
xelsawyoebi, tansacmeli, qsovilebi,<br />
foladi da mobiluri<br />
telefonebi.<br />
eqsportis partniori qveynebia:<br />
SeerTebuli Statebi<br />
(21%), hong-kongi (16%), iaponia<br />
(9.5%), samxreT korea<br />
(4.6%) da germania (4.2%).<br />
CineTis importi 917.4 miliardi<br />
dolaria. importis<br />
partniori qveynebia: iaponia<br />
(14.6%), samxreT korea (11.3%),<br />
taivani (10.9%), aSS. (7.5%),<br />
germania (4.8)% da a.S.<br />
CineTis mTliani Sida produqti<br />
(mSp) Seadgens 7.043 trilion<br />
amerikul dolars,<br />
umuSevarTa raodenoba - 4%s,<br />
inflaciis done ki - 4.7%-s.<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
CineTis erovnuli valuta<br />
aris renminbi (RMB),<br />
romelsac moixsenieben Cinuri<br />
ienis (CNY) saxeliT.<br />
Financial Times-is mixedviT<br />
2007 wlis CineTis popularuli<br />
brendebis aTeuli<br />
ese gamoiyureba:<br />
1. Lenovo (kompiuteruli<br />
teqnikis warmoeba);<br />
2.Tsingtao Beer (ludis warmoeba);<br />
3.Bank of China (sabanko seqtori);<br />
4. China Mobile (fiWuri kav-<br />
Sirgabmuloba);<br />
6. Baidu (internet-saZiebo portali);<br />
7. Air China (aviakompania);<br />
8. China Telecom (internet-<br />
momsaxureba);<br />
9. Huawei (internet-momsaxureba);<br />
10. China Construction Bank<br />
(sabanko seqtori);<br />
CineTi tradiciebis qveyanaa.<br />
misi kulturis ganuyofel<br />
nawilad iqca `drakonis<br />
Zvlis~ (kus da saqonlis<br />
Zvlebi) amoTxris tradicia.<br />
es Zvlebi xSirad gamoiyeneba<br />
momavlis winaswarmetyvelebisTvis.<br />
Zvlebs aweren kiTxvebs,<br />
Semdeg axureben da masze eZeben<br />
pasuxs. tradicia saTaves<br />
40 CineTi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
iRebs brinjaos xanidan. Cineli<br />
qalebi Tavs arideben<br />
maRalqusliani fexsacmlisa<br />
da mokle kabis Cacmas. mamakacebi<br />
da qalbatonebi atareben<br />
naz da naturaluri<br />
feris koservatiul yoveldRiur<br />
tansacmels. maT Seu-<br />
ZliaT ataron jinsebic, Tumca<br />
jinsi ar aris miRebuli forma<br />
biznesSexvedrebisTvis. Cineli<br />
biznesmenebi qalbatonebis<br />
mier dekoltis Cacmas ganixilaven<br />
rogorc TavdacviT<br />
pozicias.<br />
Cinelebi gamoirCevian qcevis<br />
TaviseburebebiT: saubrisas<br />
ar iyeneben xelebs, ar moZraoben<br />
gaSlili xelebiT, Seufereblad<br />
iTvleba mamakacis mier<br />
qalbatonisTvis saxalxod<br />
Sexeba da a.S.<br />
CinelebTan urTierTobisas<br />
unda airidoT piradi kontaqtebi.<br />
saubris dros ar<br />
unda miuTiToT raimeze.<br />
miTiTebis saWiroebisas sasurvelia<br />
gamoiyenoT gaxsnili<br />
xeli da ara saCvenebeli TiTi.<br />
Seufereblad iTvleba pirSi<br />
xelis Cadeba.<br />
saCuqrebis Cuqeba CineTSi<br />
CineTi<br />
Zalian delikaturi sakiTxia.<br />
aralegalurad iTvleba<br />
saCuqrebis Cuqeba mTavrobis<br />
warmomadgenlebisTvis.<br />
yvelaze misaRebi saCuqaria<br />
wveulebaze dapatiJeba. karg<br />
da Rirebul saCuqrad iTvleba<br />
xarisxiani kalami.<br />
Semdegi nivTebi an/da ferebi<br />
asocirdeba sikvdilTan<br />
da maTi Cuqeba ar SeiZleba:<br />
saaTebi, sandlebi, yaryati an<br />
wero, cxvirsaxoci, raime Te-<br />
Tri, lurji an Savi nivTi.<br />
Cinelebi stumrad yovelTvis<br />
Tavis droze an ufro adre<br />
midian. ar saubroben biznesze<br />
Wamis dros. Wama-smas iwyebs<br />
maspinZeli. tradiciis mixedviT,<br />
stumarma unda gasinjos<br />
yvela kerZi, rasac SesTavazeben.<br />
SeTavazebul kerZze<br />
uaris Tqma uzrdelobad iTvleba.<br />
Wamis dros Cxirebis Zirs<br />
davardna mianiSnebs cud iRbalze.<br />
Tu stumari saWmels<br />
mTlianad miirTmevs, Cinelebi<br />
fiqroben, rom is mSieri dar-<br />
Ca. qalbatonebi ar svamen Wamis<br />
dros.<br />
CineTSi `fexis qira~s damcirebad<br />
aRiqvamen.<br />
Cinelebis komunikaciuri<br />
unar<br />
– Cvevebi.<br />
unda daelodo<br />
Cinelebis Semo-<br />
Tavazebas da msgavsad<br />
miesalmo.<br />
gacnoba aris<br />
formaluri.<br />
CineTSi punqtualuroba sasicocxlod<br />
mniSvnelovania.<br />
kontaqtebi unda iyos mogvarebuli<br />
Casvlamde.<br />
Sexvedris dawyebamde saWiroa<br />
dokumentebis ramdenime aslis<br />
gakeTeba.<br />
gadawyvetilebis miRebis procesi<br />
CineTSi nelia da droSi<br />
gawelili.<br />
bevri Cineli konsultacias<br />
iRebs varskvlavebisgan an<br />
gadawyvetilebis miRebisTvis<br />
elodeba iRblian dRes.<br />
Cinelebs uyvarT saCuqrebis<br />
da misaloci baraTebis miReba.<br />
savizito baraTebs atareben<br />
specialuri CasadebiT.<br />
ar moswonT, rodesac akeTeben<br />
warweras savizito baraTze<br />
da inaxaven safuleSi.<br />
CineTSi mniSvnelovan Sexvedras<br />
unda uZRvebodes kompaniis<br />
an jgufis yvelaze mniSvnelovani<br />
piri.<br />
isini afaseben statuss. Sexvedras<br />
toveben pirvelebi<br />
da moswonT, rodesac stumrebi<br />
icnoben Cinelebis kul-<br />
turas.<br />
41
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
2008 Mercedes-Benz C-Class<br />
• konkurenti modelebi: BMW me-3 seria, Infiniti<br />
G35, Cadillac CTS, Audi A4.<br />
• avtomobilis monacemebi: 228 cxenis Zala,<br />
3.0 litri V-6(C300) an 268 cxenisZala, 3.5<br />
litri V-6(C350) 6 - siCqariani meqanikuri<br />
gadacemaTa kolofi (C300) an 7 - siCqariani<br />
avtomaturi gadamcemTa kolofi.<br />
• fasi: 31 000$ - 36 000$.<br />
• sawvavis wva: C 300 Sport 17/26 litri;<br />
C 300 luxury 18/25 litri;<br />
C 350 Sport 17/25 litri.<br />
`mersedes bencma~ ganaaxla C-klasis dizaini<br />
2008 wlisTvis. Zravis monacemebi igive darCa,<br />
rac wina wels: C300 V6 aqvs 228 cxenis Zala,<br />
C350 V6 268 cxenis Zala. C300 aris rogorc<br />
meqanikuri gadamcemTa kolofiT, aseve avtomaturi<br />
gadamcemTa kolofiT, magram C350 aris<br />
mxolod avtomaturi gadamcemTa kolofiT.<br />
2008 Rolls-Royce Phantom Coupe<br />
avtomobilebi<br />
garegnuli mxare;<br />
C300-Tvis SesaZlebelia rogorc Luxury,<br />
aseve sportuli variantebi. C350 aris mxolod<br />
sportuli varianti. 17-iani saburavebi<br />
standartuli modelebisTvis, xolo sportuli<br />
modelebisTvis farTe saburavebi.<br />
interieri:<br />
standartul models aqvs: ormagi sivrcis<br />
klimatkontroli da luqi, tyavis saloni, qsenonis<br />
ganaTeba da navigaciis sistema. 5-adgiliani<br />
interieri iZleva ufro did sivrces<br />
ukana savarZelze msxdomTaTvis.<br />
`kapotis qveS~:<br />
orive models, C300 da C350, aqvs V6 tipis<br />
Zravi. C300, 3.0- litriani, gamoimuSavebs<br />
228 cxenis Zalas, maSin, rodesac C350, 3.5 litriani<br />
gamoimuSavebs 268 cxenis Zalas. C300-<br />
Tvis aris SesaZlebeli 6 siCqariani meqanikuri<br />
gadamcemTa kolofi da aseve 7 siCqariani avtomaturi<br />
gadamcemTa kolofi. C350-Tvis<br />
aris mxolod avtomaturi gadamcemTa kolofi.<br />
orive modelis avtomaturi gadamcemTa<br />
kolofi aris aRWurvili meqnikuri gadam-<br />
cemTa kolofiT (tiptroniki).<br />
usafrTxoeba:<br />
standartul usafrTxoebis baliSebs daemata<br />
usafrTxoebis baliSebi karSi da jamSi gamovida<br />
6 usafrTxoebis baliSi. sxva usafrTxoebis<br />
mowyobilobas Seadgens oTxive saburavis<br />
samuxruWe mowyobilobebi da moWidebis kontroli.<br />
• konkurenti modelebi: Bentley Azure.<br />
• avtomobilis monacemebi: 453 cxenis Zala, 6.8<br />
litri, V-12, 6 siCqariani gadacemaTa kolofi,<br />
ukanamavali.<br />
• fasi: $410,000<br />
• sawvavis wva: 11/18 litri<br />
43
garegnuli mxare:<br />
avtomobilis wina mxare gamoiyureba ufro<br />
msubuqad, vidre Phantom - is sedani. wina<br />
karebi iReba iseve, rogorc Zvel Rolls-Royceze.<br />
SesaZlebelia - 20 - 21 inCiani saburavebi.<br />
interieri:<br />
oTxadgiliani saloni gawyobilia xis karbaniTa<br />
da tyaviT. avtomobilSi CamontaJebulia<br />
stereo sistema.<br />
`kapotis qveS~:<br />
6.8 litriani V-12 gamoimuSavebs 453 cxenis<br />
Lamborghini Murciélago LP640<br />
Roadster<br />
• konkurenti modelebi: Mercedes-Benz SLR<br />
McLaren, Saleen S7.<br />
• avtomobilis monacemebi: 640 cxenis Zala,<br />
6.5 litri V-12.<br />
6 siCqariani meqanikuri gadacemaTa kolofi,<br />
oTxive wamyvani Tvlebi<br />
• fasi: $345,000.<br />
• sawvavis wva: 9/14 litri.<br />
lamborjinis avtomobilebis 40 % gayidulia<br />
amerikis SeerTebul StatebSi. axali LP640<br />
roadster-i aseve SesaniSnavi iqneba mziani<br />
kaliforniisTvis.<br />
garegnuli mxare:<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
Zalas. aqvs 6 siCqariani avtomaturi gadamcem-<br />
Ta kolofi. Zravis simZlavre aZlevs avtomobils<br />
saSualebas ganaviTaros 60 milis siswrafe<br />
5.7 wamSi.<br />
is aris iseTive swrafi, rogorc Infiniti G35 da<br />
imave wonis, rogorc Ford Expedition-i.<br />
usafrTxoeba:<br />
usafrTxoebis mowyobilobas Seadgens oTxive<br />
saburavis samuxruWe mowyobiloba, usafrTxoebis<br />
baliSebi da SeWidebis sistema, romelic<br />
eqvemdebareba gaTiSvas.<br />
LP640 roadster-s aqvs axali wina da ukana<br />
bamperi, avtomobils aqvs 18 inCiani diametris<br />
da wina modelTan SedarebiT, 4.5 inCiT ufro<br />
farTe aluminis saburavebi.<br />
interieri:<br />
LP640 roadster-s aqvs 2-adgiliani karboniT<br />
gawyobili saloni.<br />
savarZlebi moTavsebulia iatakTan axlos, rac<br />
iZleva moxerxebulad dajdomis saSualebas.<br />
models aqvs aseve navigaciis sistema.<br />
`kapotis qveS~:<br />
LP640 roadster-s aqvs 6.5 litriani V-12 Zrava,<br />
romelic gamoimuSavebs 640 cxenis Zalas.<br />
6-siCqariani meqanikuri gadacemTa kolofi<br />
aris standartuli. igi 0-idan 60 milamde<br />
siCqaris ganviTarebas andomebs 3.4 wams.<br />
standartuli oTxive wamyvani Tvlebis pirobebSi<br />
wina Tvlebi iRebs 30 %-ian datvirTvas<br />
da ukana Tvlebi, Sesabamisad _ 70 %.<br />
usafrTxoeba:<br />
yvela saburavis samuxruWe mowyobiloba.<br />
44 avtomobilebi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
2008 wlis yvelaze<br />
cudi avtomobilebi<br />
popularulma amerikulma gamocem<br />
`Consumer Reports~<br />
2008 wlis yvelaze cudi avtomobilebis<br />
yovelwliuri<br />
reitingi Seadgina.<br />
msajebi 260 pretendentiavtomobilidan<br />
Semdegi kriteriumebiT<br />
irCevdnen: saimedoba,<br />
sawvavis xarji, manevrireba,<br />
salonis komfortuloba, xmaurianoba,<br />
myidvelis azri da<br />
usafrTxoebis uzrunvelsayofad<br />
sxvadasxva mowyobilobebis<br />
arseboba.<br />
siis saTaveSi moeqca amerikuli<br />
yvelganmavalebi, Tumca<br />
masSi Toyota-s zogierTi<br />
modelic aRmoCnda, im mwarmoeblis,<br />
romlis avtomobilebic<br />
am gamocemis mier yvelaze<br />
saimedod aris aRiarebuli<br />
wers `vedomosti~.<br />
yvelaze naklebi qula - 17,<br />
SesaZlo 100-dan - Jeep Wrangler<br />
Unlimited Sahar-m moagrova.<br />
eqspertebma mis erTaderT<br />
dadebiT Tvisebad kargi<br />
gamavloba daasaxeles.<br />
2008 wlis yvelaze cudi avtomobilebi<br />
yvelganmavalma Hummer H3<br />
five-cylinder-ma da Jeep Liberty<br />
Sport-ma SesaZlo 100-dan<br />
27-27 qula daagroves. sa-<br />
Sualo zomis yvelganmavals<br />
Dodge Nitro SLT-s eqspertebma<br />
saerTod verc erTi dadebiTi<br />
mxare ver upoves, Tumca<br />
mas 100-dan 33 qula misces -<br />
maRali komfortulobisTvis.<br />
2008 wlis cudi avtomobilebis<br />
siaSi aseve moxvdnen:<br />
- Dodge Nitro SLT;<br />
- Toyota FJ Cruiser;<br />
- Toyota Yaris;<br />
- Suzuki Forenza;<br />
- Jeep Patriot Limited;<br />
- Chevrolet TrailBlazer LT;<br />
- Mercury Grand Marquis;<br />
spirtze momuSave<br />
manqanebi<br />
braziliaSi im manqanebis ricxvma,<br />
romlebsac erTdroulad<br />
spirtiTac SeuZliaT moZraoba<br />
da benziniTac, xuT milions<br />
gadaaWarba~. _ aRniSnavs<br />
qveynis avtomwarmoebelTa nacionaluri<br />
asociacia.<br />
organizaciis monacemebiT,<br />
braziliaSi gayiduli manqanebis<br />
88% aRWurvilia “fleqs”<br />
sistemiT, romelic bakSi rogorc<br />
tradiciuli benzinis,<br />
ise biologiuri sawvavis Casxmis<br />
SesaZleblobas iZleva.<br />
es teqnologia, romelic qveyanaSi<br />
2002 wels daapatentes,<br />
avtorTa TqmiT, mZRolebs sa-<br />
Sualebas aZlevs, gaakeTon<br />
arCevani ara marto benzinsa da<br />
spirts Soris, aramed Seurion<br />
erTmaneTs sawvavis es ori<br />
saxeoba nebismieri proporciiT.<br />
avtomati damoukideblad<br />
amoicnobs sawvavis Semadgenlobas<br />
da mis Tvisebebs da<br />
masTan avtomobilis Zravis<br />
adaptacias moaxdens.<br />
`avtomobilebis mwarmoebel-<br />
Ta SefasebiT, 2013 wlisTvis<br />
aseTi Zravebi braziliis avtomobilebis<br />
52%-s eqneba.~<br />
aRniSnavs ”`ria novosti~.<br />
brazilias avtomobilis sawvavis<br />
saxiT spirtis gamoyenebis<br />
30-wliani gamocdileba<br />
aqvs. Tumca, me-20 saukunis<br />
70-iani wlebidan dawyebuli<br />
manqanebs aproeqtebdnen sawvavis<br />
garkveuli saxeobisTvis -<br />
avtoparkis nawili aRiWurveboda<br />
Cveulebrivi benzinis<br />
ZravebiT, danarCen avtomobilebs<br />
ki moZraoba SeeZloT<br />
mxolod iaffasian da ekologiurad<br />
sufTa spirtze.<br />
2003 wels pirveli ”universaluri”<br />
modelebis gamoCenam<br />
bazarze namdvili revolucia<br />
moaxdina, radgan is fasebis<br />
koniunqturidan gamomdinare<br />
avtomobilis konstruqciis<br />
Seucvlelad sawvavis Tavisufali<br />
arCevis SesaZleblobas<br />
iZleva.<br />
45
Marketing Warfare: 20th Anniversary<br />
Edition<br />
avtorebi: Al Ries, Jack<br />
Trout<br />
informacia produqtze:<br />
gverdebis raodenoba: 224<br />
gverdi.<br />
gamomcemeli: McGraw-Hill (22<br />
noemberi 2005 weli).<br />
ena: inglisuri.<br />
zomebi: 8.1 x 7.3 x 1.3 diumi.<br />
wignis anotacia:<br />
wigni, romelmac Secvala marketingi samudamod, ganaxlda<br />
axali aTaswleulisTvis.<br />
1986 wels marketingulma omebma gadaiyvana industria<br />
axal, Tanamedrove, mgrZnobiare da uprecedento mogebis<br />
msoflioSi. axla, ori dekadis Semdeg, es anotaciuri<br />
gamocema gTavazobT ukanasknel, yvelaze Zlier taqtikebs,<br />
romlebic gaxda Ries-s da Trout-is sinonimebi.<br />
axali gamocema moicavs ukanaskneli ori dekadis ise-<br />
Ti kompaniebis marketingul warmatebebs rogorebicaa<br />
`Volkswagen~, `Sony~, `Coca-Cola~, `Budweiser~,<br />
`IBM~, `McDonalds~.<br />
101 Biggest Mistakes Managers Make<br />
and How to Avoid Them<br />
zomebi: 9.2 x 7.2 x 1 diumi.<br />
avtori: Mary<br />
Albright.<br />
informacia produqtze:<br />
gverdebis raodenoba:<br />
352 gverdi.<br />
gamomcemeli: Prentice<br />
Hall Press (9<br />
ianvari 1997 weli)<br />
ena: inglisuri.<br />
wignis anotacia:<br />
es aris martivi gzamkvlevi imisaTvis, raTa Tavi<br />
aaridoT 100 yvelaze gavrcelebuli sayovelTao<br />
Secdomas, romelic dauSviaT menejerebs.<br />
wignis anotacia:<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
Gravitational Marketing: The Science of<br />
Attracting Customers<br />
avtorebi: Jimmy Vee;<br />
Travis Miller; Joel Bauer.<br />
informacia produqtze:<br />
gverdebis raodenoba: 272<br />
gverdi.<br />
gamomcemeli: Wiley (3 marti<br />
2008 weli).<br />
ena: inglisuri<br />
zomebi: 9.2 x 6.3 x 1.1 diumi.<br />
Tu Sen flob bizness, an xar gayidvebis profesionali,<br />
`mizidulobis martketingi~ gTavazobT momxmareblebis<br />
mizidvis martiv meTods. Tu ginda, rom gayido meti<br />
da imuSao naklebi, es wigni dagexmareba martivad da<br />
efeqturad miizido momxmarebeli. `mizidulobis martketingi~-s<br />
meSveobiT Sen SeZleb Sewyvito momxmareblis<br />
devna da neba darTo maT Tavad movidnen SenTan.<br />
Inspired Marketing!: The Astonishing<br />
Fun New Way to Create More Profits for<br />
Your Business by Following Your Heart<br />
avtorebi: Joe Vitale, Craig<br />
Perrine.<br />
informacia produqtze:<br />
gverdebis raodenoba: 224<br />
gverdi.<br />
gamomcemeli: Wiley (21 marti<br />
2008 weli).<br />
ena: inglisuri.<br />
zomebi: 9.1 x 6.1 x 1diumi.<br />
wignis anotacia:<br />
dRevandel dRes biznesSi arsebobs Zlieri konkurencia.<br />
Sen gamudmebiT giwevs gaakeTo raime axali, raTa<br />
gaxde cnobadi da gazardo gayidvebi. `STagonebiTi<br />
marketingi~ aris martivi gakveTili cxovrebaSi. Joe-s<br />
da Craig-is TqmiT, umartivesi gza warmatebisaken aris<br />
is, rom gahyve Sens gatacebebs, daamarcxo SiSebi da iyo<br />
gulwrfeli. yovelive amaSi es wigni dagexmarebaT.<br />
me ar SemiZlia movifiqro ukeTesi rCeva.<br />
46 wignebi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
Principles of Risk Management and<br />
Insurance (10th Edition) (Principles of<br />
Risk Management and Insurance)<br />
zomebi: 10.3 x 8.3 x 1.3 diumi.<br />
wignis anotacia:<br />
avtorebi: George E.<br />
Rejda.<br />
informacia produqtze:<br />
gverdebis raodenoba:<br />
747 gverdi.<br />
gamomcemeli: Addison<br />
Wesley X gamocema (20<br />
ianvari 2007 weli).<br />
ena: inglisuri.<br />
es wigni moicavs zogad warmodgenas risk-menejmentsa da<br />
dazRvevaSi, legalur principebs, piradi sakuTrebis,<br />
piradi pasuxismgeblobis, komerciuli sakuTrebis,<br />
sicoclisa da janmrTTelobis, aseve sadazRvevo industriis<br />
risks.<br />
How Come That Idiot’s Rich and I’m<br />
Not?<br />
avtorebi: Robert<br />
Shemin.<br />
informacia produqtze:<br />
gverdebis raodenoba:<br />
256 gverdi.<br />
gamomcemeli: Crown (4<br />
marti 2008 weli).<br />
ena: inglisuri.<br />
zomebi: 9.2 x 6. x 1.1<br />
diumi.<br />
wignis anotacia:<br />
odesme gifiqriaT imaze, Tu ratom aRwevs warmatebas<br />
zogierTi adamiani, sxvebi ki finansurad warumateblebi<br />
arian? daiviwyeT fulis keTebis Zveli wesebi da gamdidrdiT.<br />
es wigni gaswavliT, Tu rogor gaakeToT es.<br />
Tu mTeli cxovreba fulis saSovnelad gaatare, magram<br />
grZnob, rom finansurad arc Tu ise warmatebuli xar,<br />
maSin daexmare Sens Tavs da waikiTxe es wigni.<br />
wignebi<br />
Positioning: The Battle for Your Mind,<br />
20th Anniversary Edition<br />
avtorebi: Al Ries,<br />
Jack Trout.<br />
informacia produqtze:<br />
gverdebis raodenoba:<br />
246 gverdi.<br />
gamomcemeli: McGraw-<br />
Hill (28 dekemberi 2000<br />
weli).<br />
ena: inglisuri.<br />
zomebi: 8.2 x 7.5 x 1<br />
diumi.<br />
wignis anotacia:<br />
esaa gzamkvlevi marketingisa da sareklamo strategiisTvis.<br />
wigni efuZneba fundamentur warmodgenas, rom<br />
warmateba ar niSnavs, gqondes saukeTeso produqti an<br />
momsaxureba. warmateba gulisxmobs imas, rom momxmarebels<br />
swori warmodgena Caunergo da gamudmebiT izruno<br />
mis SenarCunebaze.<br />
Market Segmentation: How to do it,<br />
how to profit from it<br />
avtorebi: Malcolm<br />
McDonald, Ian Dunbar<br />
informacia produqtze:<br />
gverdebis raodenoba:<br />
512 gverdi.<br />
gamomcemeli: Butterworth-<br />
Heinemann (1 oqtomberi<br />
2004 weli).<br />
ena: inglisuri.<br />
zomebi: 9.6 x 7.3 x 1.2<br />
diumi.<br />
wignis anotacia:<br />
McDonald da Dunbar arian lideri avtorebi am sferoSi.<br />
segmentacia da marketinguli dagegmva aris marketinguli<br />
programebis ZiriTadi sakiTxi.<br />
araferi ar imuSavebs biznesSi, Tu bazari sworad ar<br />
aris dayofili segmentebad.<br />
es wigni dagexmarebaT bazris segmentaciaSi, gaswavliT,<br />
rogor gaakeToT es da rogor miiRoT sargebeli.<br />
47
iznesstilis<br />
ganuyofeli aqsesuari<br />
yvelaze ucnauri saaTebi:<br />
Fossil Frank Gehry Watch<br />
Tu dainteresebuli<br />
xarT ucnauri<br />
saaTebiT,<br />
maSin Frank<br />
G e h r y - s<br />
d i z a i n i T<br />
Seqmnili saaTi, romelsac aqvs<br />
`negatiuri/pozitiuri~ ekrani,<br />
aucileblad mogewonebaT.<br />
saaTi dros gviCvenebs stenografiulad:<br />
mag: `half past 11anu<br />
12 is naxevari~ an `6 till 1<br />
- 6-s aklia erTi wuTi~. dRis<br />
ganmavlobaSi saaTis ekrani<br />
aris `pozitiuri~, Ramis<br />
ganmavlobaSi avtomaturad<br />
irTveba `negatiurze~.<br />
Suunto X9 GPS Watch<br />
Tu gsurT saa-<br />
Ti, romelic<br />
gzis gagnebaSi<br />
dagexmarebaT,<br />
maSin Suunto<br />
X9 swored<br />
TqvenTisTvis aris Seqmnili.<br />
es saaTi aRWurvilia GPS<br />
navigaciis sistemiT, kompasiT,<br />
qronometriT, simaRlis sazomiTa<br />
da barometriT. mas aqvs<br />
yvelaferi, rac gWirdebaT.<br />
Mr.Gadget 1GB USB 2.0<br />
Executive Watch<br />
aRniSnuli 1 gigabaitiani USB<br />
saaTis saxeliT yvelaferia<br />
naTqvami: Mr. Gadget. Tu Tqven<br />
warmoidgenT sakuTar Tavs<br />
gajetis adgilas, romelsac<br />
aqvs mexsierebis Cipi sakuTar<br />
sxeulSi, – es saaTi swored<br />
TqvenTvis iqneba Seqmnili.<br />
maRali sixSiris LED saaTi<br />
LED saaTis ekranze aris<br />
`eqvalaizeri~, feradi kubikebis<br />
moZraoba vertikaluri<br />
da horizontaluri<br />
mimarTulebiT (rogorc xmis<br />
`eqvalaizeri~). qvemoT Casvlisas<br />
rCeba mxolod ori kubiki,<br />
es grZeldeba manam, sanam<br />
ar gamoCndeba saaTi da wuTi.<br />
ekranze dro Cans mxolod 5<br />
wamis ganmavlobaSi, Semdeg<br />
procesi iwyeba Tavidan.<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
Nixon Camweri saaTi<br />
Nixon-is Camweri saaTi<br />
agisrulebT bavSvobis ocnebas,<br />
gqonodaT xelze dawerili<br />
`Spargalka~. saaTi gaZlevT<br />
saSualebas, CaiweroT 8<br />
Canaweri (jamSi 3.5 wuTi), rac<br />
nebismieri bavSvis ocnebaa.<br />
popularuli saaTis tipebi:<br />
1. yoveldRiuri<br />
2. fufunebis<br />
3. yvinTvis<br />
4. pilotis<br />
5. moduri<br />
6. sportuli<br />
7. jibis<br />
8. tansacmlis<br />
9. klasikuri<br />
popularuli saaTebi:<br />
mamakacebis qalbatonebis<br />
1. Rolex 1. Seiko<br />
2. TAG Heuer 2. Fossil<br />
3. Omega 3. Timex<br />
4. Citizen 4. Swiss Army<br />
5. Seiko 5. Bulova<br />
6. Fossil 6. Casio<br />
7. Bulova 7. DKNY<br />
8. Tissot 8. Fend<br />
9. Breguet 9. Citizen<br />
10. Casio 10. Omega<br />
48 biznesstilis ganuyofeli aqsesuarebi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
msoflios popularuli saa-<br />
Tebi:<br />
1. ROLEX OYSTER PER-<br />
PETUAL DATEJUST<br />
S v e i c a r i i s<br />
saaTebis xelovnebisasociaciismixedviT,<br />
`Rolex~<br />
aris yvelaze<br />
p o p u l a r u l i<br />
brendi. am brendis<br />
yvelaze<br />
p o p u l a r u l i<br />
modelia Oyster<br />
Perpetual, romlis<br />
pirveli egzemplari gamovida<br />
1933 wels. igi aris yvelaze<br />
cnobadi modeli msoflioSi.<br />
2. RADO INTEGRAL<br />
1962 wels<br />
Rado-s kompaniam<br />
pirvelma<br />
daiwyo dazianebissawin<br />
a a R m d e g o<br />
(nakawrebis,<br />
nafxaWnebis sawinaaRmdego)<br />
saaTebis warmoeba. misi<br />
yvelaze popularuli modeli<br />
aris Integral Collection.<br />
3. FRANK MULLER CASA-<br />
BLANCA<br />
biznesstilis ganuyofeli aqsesuarebi<br />
Fran Muller aris popularuli<br />
Tavisi modeliT CAS-<br />
ABLANCA.<br />
4. PATEK PHILIPE CALA-<br />
TRAVA<br />
am saaTs ar aqvs araferi gansxvavebuli,<br />
erTi ramis garda.<br />
dizaini ar Secvlila 1932<br />
wlis Semdeg, rodesac es modeli<br />
Seiqmna. igi iyo Cveulebrivi<br />
saaTi, mrgvali da Txeli korpusiT.<br />
droTa ganmavlobaSi<br />
es simartive gadaiqca presti-<br />
Jis da simdidris simbolod.<br />
5. CARTIER TANK<br />
saaTi, romelic Zalian gavs<br />
tanks, Seiqmna 1919 wels. mas<br />
Semdeg ar Sewyvetila am<br />
modelis warmoeba. es saaTi<br />
popularobiT sargeblobs<br />
iseT cnobil adamianebs Soris,<br />
romlebic arian: rudolf<br />
valentino, elizabed teilori,<br />
brijit bardo, frenk sinatra,<br />
pirs brosnani.<br />
6. LONGINES LA GRANDE<br />
CLASSIQUE<br />
es aris yvelaze popularuli<br />
modeli momxmarebelTa<br />
saSualo fenisaTvis. misi<br />
warmoeba daiwyes 1982 wels.<br />
7. OMEGA CONSTELLA-<br />
TION<br />
am models<br />
Tavisuflad<br />
SegviZlia vuwodoTsaxalxo<br />
saaTi,<br />
romlis warmoebac<br />
daiwyo<br />
1996 wels.<br />
49
momajadovebeli<br />
da idumali. . .<br />
sunamo adamianis `me-s~ gamoxatvis<br />
saukeTeso saSualebad<br />
iTvleba. mcenareebisagan<br />
surnelovani siTxis Seqmna<br />
saukuneebma xelovnebis erTerT<br />
dargadac ki Camoayaliba,<br />
romelsac safuZveli<br />
Cauyares Zvelma romaelebma,<br />
egviptelebma, berZnebma da<br />
a.S. Tanamedrove qimikosebma<br />
ki maTi saxelebi daarqves da<br />
adamianTa Sinagan samyaros<br />
daukavSires. surneli adamianSi<br />
vnebas da ltolvas<br />
aRvi- vebs. dResdReobiT<br />
uamravi saxis sunamo arsebobs<br />
da TiToeul maTgans gansakuTrebuli,<br />
mxolod misTvis<br />
damaxasiaTebeli surneli aqvs.<br />
quCaSi, transportsa Tu sxva<br />
sazogadoebrivi TavSeyris<br />
adgilebSi, albaT, xSirad gigrZvniaT<br />
sunamos mZafri an<br />
Tundac tkbili surneli.<br />
dRes sunamo didi popularobiT<br />
sargeblobs. mis gareSe,<br />
faqtobrivad, warmoudgenelia<br />
Tanamedrove adamiani.<br />
Tanac, sunamo xom sawinaaRmdego<br />
sqesis moxibvlis erTerT<br />
saukeTeso saSualebas<br />
warmoadgens?! Tumca, kargi<br />
sunamos yidva sakmaod Zvir<br />
siamovnebas warmoadgens.<br />
sunamoebis cnobili brendebi<br />
saqarTvelos bazarze daaxloebiT<br />
10-12 wlis win gamoC-<br />
ndnen. 1995 wels Tbilis-<br />
Si TiTqmis erTdroulad<br />
gamoCnda ori axali qseli-<br />
`vule-vu~ da `isi-pari~.<br />
droTa ganmavlobaSi orive<br />
qseli daixvewa da gafar-<br />
Tovda. dResdReobiT saqar-<br />
TveloSi `isi-pari~-s 14 da<br />
`vule-vu~-s 11 maRaziaa warmodegnili.<br />
cota mogvianebiT,<br />
1998 wels parfiumeriebis<br />
maRaziaTa qselebs Seemata<br />
kidev erTi axali qseli `lutecia~,<br />
romelic 6 savaWro<br />
obieqts aerTianebs.<br />
parfiumeriis maRaziaTa qsels<br />
mZafr konkurencias uwevs bazroba,<br />
sadac fasebi SedarebiT<br />
dabalia da warmodgenili<br />
produqciis asortimentimravalferovani.<br />
Tumca, bazrobaze<br />
warmodgenili produqcia<br />
dabalxarisxiania da<br />
didia falsifikaciis riski.<br />
Cven CavatareT sunamoebis<br />
momxmarebelTa kvleva: gamokiTxul<br />
iqna 100-mde sunamos<br />
momxmarebeli, saidanac sakmaod<br />
mniSvnelovani da saintereso<br />
informaciis mopoveba<br />
SevZeliT.<br />
gamokiTxuli sunamos momxmareblebi<br />
ZiriTadad yiduloben<br />
50-100 laramde Rirebu-lebis<br />
sunamoebs, rasac<br />
aseve adastureben Cven mier<br />
gamokiTxuli sunamoebis maRaziebis<br />
menejerebi. Semdeg modis<br />
50 larze naklebi Rirebulebis<br />
sunamoebi, 100-150<br />
laramde yidulobs gamokiT-xulTa<br />
13.6%. 150 laris<br />
zeviT ki - mxolod 3.6%.<br />
aRmoCnda, rom is, vinc yi-<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
dulobs sunamoebs, ZiriTadad<br />
50-100 laramde xarjavs.<br />
Catarebulma kvlevam gamoavlina<br />
is ZiriTadi faqtorebi,<br />
romlebic mniSvnelovania<br />
momxmarebliTvis sunamos ar-<br />
Cevis procesSi. gamovyaviT<br />
Semdegi ZiriTadi faqtorebi:<br />
brendi, surneli, moduroba,<br />
flakonis dizaini, siaxle da<br />
fasi. momxmarebels TiToeuli<br />
maTgani unda Seefasebina<br />
qulebiT: 1. Zalian mniSvnelovania,<br />
2. mniSvnelovania,<br />
3. naklebad mniSvnelovania,<br />
4. umniSvneloa. saboloo<br />
jamSi miviReT Semdegi saxis<br />
monacemebi: momxmareblisTvis<br />
yvelaze niSvnelovani surneli<br />
aRmoCnda, Semdeg ki momxmareblis<br />
gadawyvetilebaze<br />
yvelaze did gavlenas axdens<br />
brendi. yvelaze umniSvnelo<br />
sunamos SeZenisas momxmareblisTvis<br />
aRmoCnda flakonis<br />
dizaini.<br />
aseve mniSvnelovania faqtorebis<br />
Sefaseba maRaziis<br />
arCevis dros. gamokiTxuli<br />
sunamos momxmareblebisTvis<br />
yvelaze mniSvnelovani aRmoCnda<br />
asortimentis ganaxleba<br />
axali sunamoebiT. Tumca, maT-<br />
Tvis aseve mniSvnelovania dabali<br />
fasebi da perioduli<br />
fasdaklebebi.<br />
50 momajadovebeli da idumali...
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
SedarebiT nakleb mniSvnelobas<br />
aniWeben imas, rom maT mier<br />
arCeuli maRazia iyos farTo<br />
qselis nawili.<br />
gamokiTxul momxmareblebSi<br />
yvelaze popularuli brendi<br />
aRmoCnda `Chanel~, Semdeg<br />
mas mosdevs `Dior~, `Armani~,<br />
aseve upiratesobas aniWeben<br />
`Nina Ricci~-is da `Lancome~-s.<br />
maRaziebis menejerTa<br />
gamokiTxvis Sedegadac TiTqmis<br />
igive brendebi dasaxelda<br />
yvelaze popularulad da<br />
moTxovnad brendebad. maTi<br />
TqmiT, yvelaze popularuli<br />
brendia `Chanel~, Semdeg ki<br />
mas mosdevs `Nina Ricci~.<br />
axla oriode sityviT 2008<br />
momajadovebeli da idumali...<br />
wlis mosalodnel sunamoebzec<br />
mogaxsenebT:<br />
• `Juicy Countre~ - is saxlma<br />
gadawyvita martis TveSi gamouSvas<br />
mamakcis pirveli sunamo<br />
`Dirty English~;<br />
• martis TveSi parfiumeri<br />
`Aantuin li Comme des Garcons~<br />
warmoadgens `888~-s,<br />
romelsac pirobiTad `oqros~<br />
sunamos uwodeben;<br />
• maisSi gamoCndeba mamakacTa<br />
sunamos kidev erTi<br />
versia `The One for Men<br />
Dolce&Gabbana~- meTiu<br />
makkonaxisagan;<br />
• 2008 wlis gazafxulze<br />
`Gres~-is saxli agrZelebs<br />
sakuTari sunamoebis seriebis<br />
gamoSvebas marlen ditrixis<br />
saxeliT. sameuli `Hommage<br />
a’Marlene Dietich~, klasikuri<br />
yvavilovani surneli<br />
`My Dream~, yvavilovani<br />
`Sipri My Life~ da nazi aromati<br />
`My Passion~, romelic<br />
gaZlevs saSualebas Seexo<br />
kinomatografiis klasikas;<br />
• `Givenchy~-is saxlma 2008<br />
wlis SemodgomisaTvis gadawyvita<br />
mamakacis kidev erTi<br />
sunamo `Pi Neo~ gamouSvas,<br />
romelic sxva aromatebTan<br />
erTad mandarinis surnelsac<br />
unda Seicavdes.<br />
2008 wels kidev ara erT<br />
axal da saintereso brendisa<br />
da sunamos gamoCenas elian.<br />
sunamo ukvdavia da yovelTvis<br />
ase iqneba. legendaruli<br />
jon galianos TqmiT: `qalis<br />
yvelaze mniSvnelovani samkauli<br />
misi surnelia~.<br />
sunamo harmoniulad Seqmnili<br />
mTlianobaa. surneli adamianSi<br />
vnebas da ltolvas aRvivebs.<br />
poetebi, mwerlebi, Semoqmedebi<br />
da ubralo adamianebi aRfrTo-<br />
vanebaSi mohyavda im surnels,<br />
romelic ase daufaravad<br />
amxelda susti sqesis saidumlos.<br />
51
jinsi - ubralo muSis samosi Tu<br />
`Tavisuf-lebis~ etaloni?<br />
yvela Tanamedrove adamianis<br />
garderobSi jinsis qsovilisgan<br />
damzadebuli erTi nivTi mainc<br />
moiZebneba: xelCanTa, fexsacmeli,<br />
aqsesuari da a.S. dizainerebma<br />
TiTqmis yvelaferSi<br />
gamoiyenes es qsovili, rogorc<br />
ar unda gagikvirdeT,<br />
magidis gadasafareblisa Tu<br />
qveda sacvlebis SeqmnaSic ki.<br />
modis istorikosebma Txeli,<br />
nazi denimis (jinsis qsovili)<br />
naWris saqorwilo kabac ki<br />
daafiqsires. dRes ukve aRaravis<br />
ukvirs, rom jinsi SeiZleba<br />
Rirdes rogorc 10, ise<br />
46 aTasi dolari _ asea Sefasebuli<br />
msoflioSi yvelaze<br />
Zveli, firma `Levis~_is, jinsi.<br />
modeliorTa da dizainerTa<br />
saxlebi, romelTac ar aqvT<br />
TavianTi jinsis xazi warmoebaSi,<br />
TiTze CamosaTvlelia.<br />
TiTqmis yvelam Tavidanve izruna<br />
am sakiTxze _ `Versace<br />
Jeans Couture~, `Poul Smith<br />
Jeans~, `D&G~ da bevri sxva.<br />
rogorc amboben, TiTqmis yvela<br />
modelis saxlis mogebaSi<br />
yvelaze didi wvlili jinsis<br />
xazs Seaqvs da ara eqskluziur<br />
modelebs. zogierTi savaWro<br />
niSani, romelTac moRvaweoba<br />
mxolod jinsis warmoebiT<br />
daiwyes, axla tansacmlis da<br />
aqsesuarebis srulyofili<br />
koleqcia aqvT. jinsebis aseTi<br />
saocari da mudmivipopularobis<br />
axsna mxolod misi<br />
praqtikulobiT SeuZlebelia.<br />
igi yovel sezonze moda-<br />
Sia.2003 wlis maisSi jinss 150<br />
weli Seusrulda. dRes sakmaod<br />
rTulia iseTi adamianis<br />
warmodgena, romelsac er-Txel<br />
mainc ar Caucvams igi. arsebobs<br />
iseTi sazogadoebrivi<br />
adgilebi, sadac ar SegiSveben<br />
marto imitom, rom jinsi gacviaT,<br />
ras izamT `dress code~_<br />
is dacva savaldebuloa.<br />
jinsis istoriis ori mesamedi<br />
_ `Levi’s~ - is istoriaa.<br />
Tu falsifikacias ar CavTvliT,<br />
msoflioSi am firmis 3,5<br />
miliardi Sarvalia ukve gayi-<br />
duli. `Levi’s~_is modelebi<br />
icvleba, magram `seria 501~<br />
mudmivad rCeba da mas yovelTvis<br />
eyoleba Tayvanismcemeli<br />
da momxmarebeli.<br />
20-ian wlebSi `Levi’s~-is jinsi<br />
saukeTeso samuSao tansacmeli<br />
gaxldaT. maSin misi mTavari<br />
Rirseba saimedoba iyo. im periodis<br />
sareklamo plakatebze<br />
gamosaxuli iyo adamiani,<br />
romelic Robeze xteba, xolo<br />
Sarvlis totze kbilebiT<br />
ZaRlia Cafrenili. dRemde<br />
`Levi’s~-is savaWro niSan<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
ze gamosaxulia ori cxeni,<br />
romlebic erTmaneTze jinsis<br />
SarvliT arian gadabmulni,<br />
cxenebi garbian, jinsi ki ar ixeva.<br />
muSebi jinsSi ara marto gam-<br />
Zleobas afasebdnen, aramed<br />
moxerxebulobasac _ mas<br />
uamravi jibe hqonda, sadac samuSao<br />
iaraRebs inaxavdnen.<br />
30_ian wlebSi yovelive es<br />
cotaTi Seicvala. muSebs<br />
ar SeuwyvetiaT jinsis tareba,<br />
ubralod, es Casacmeli<br />
kovboebma moirges cnobil<br />
vesternebSi, romelTac axalgazrdebmac<br />
mibaZes.<br />
40_ian wlebSi `Levi’s~_s<br />
pirveli konkurentebi gamouCndnen.<br />
seriozuli brunva<br />
hqonda firma `Lee Cooper~-s,<br />
romelmac am periodSi daiwyo<br />
jinsis warmoeba. manamde es<br />
firma samuSao formebs keravda<br />
samxedroebisTvis.<br />
yvelaze Tamami nabiji jinsis biznesSi<br />
50_ian wlebSi qalebis-<br />
Tvis Sekerili jinsis Sarvali<br />
gaxda. yvelaze gabeduli qalebisTvis<br />
ki Sarvali elva<br />
SesakraviT gamovida.<br />
60_ian wlebSi gamovida feradi<br />
jinsi. 70_iani wlebi ukve<br />
trapeciad aWrilma jinsis Sarvalma<br />
daipyro, romelic platformian<br />
fexsacmelze ecvaT.<br />
52 jinsi - ubralo muSis samosi Tu `Tavisuf-lebis~ etaloni?
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
aTwleulis dasasruls<br />
dadga cnobili teqnologiis<br />
`Stonewashed~_is dro. am<br />
teqnologiis avtoroba isev<br />
saidumlod rCeba. mas miaweren<br />
rogorc `Levi’s~_s, ise<br />
`Gap~_s. im periodisTvis<br />
jinss wvril qvebTan erTad recxavdnen<br />
da brZola saukeTeso<br />
SedegisTvis midioda. firmebi<br />
eqsperimentebs ara marto qvis<br />
zomiT, aramed misi warmoSobis<br />
mixedviTac atarebdnen.<br />
miuxedavad imisa, rom dRes<br />
es saqmianoba teqnologiebis<br />
gamoyenebis saSualebiT xdeba,<br />
mainc SemorCenilia gamoTqma<br />
– gaxexili jinsi.<br />
SeiZleba aRvniSnoT, rom jinsi<br />
orjer daibada: pirvelad 150<br />
wlis win, meored dabadebad<br />
ki SeiZleba CavTvaloT 80_<br />
iani wlebi, rodesac gamoCnda<br />
dizaineruli jinsi. axla veravis<br />
gaakvirveb imiT, rom<br />
`Armani~-s jinsis Sarvali imdeni<br />
Rirs, ramdenic `Levi’s~is<br />
ori an sami erTad, magram<br />
80_ian wlebSi amas miCveva<br />
sWirdeboda. dizaineruli<br />
jinsis gamoCenas kelvin klains<br />
miaweren.<br />
80-ian wlebSi aseve Seiqmna<br />
jinsi-streiji da Zalian viwro<br />
jinsi jibeebis gareSe. TeZoebis<br />
areSi ganlagebuli didjibeebiani<br />
Sarvalic am epoqis<br />
Svilia. amave dros gamoCnda<br />
mozrdili sazogadoebisaTvis<br />
Znelad Sesaguebeli daxeuli<br />
jinsi. jinsi im gamonaklis<br />
samosTa ricxvs miekuTvneba,<br />
romelsac pretenzia aqvs erTdroulad<br />
iyos: moduri, revoluciuri<br />
da istoriuli.<br />
oqro Tu namdvilia, Jangi ar ekideba<br />
oqro Tu namdvilia,<br />
Jangi ar ekideba<br />
`Cemi bajaRlo oqro xaro~ _<br />
metyoda xolme bebiaCemi.…<br />
maSin vifiqre pirvelad, albaT,<br />
oqro raRac Zvirfasi<br />
da lamazia, radgan bebo me<br />
madarebs-meTqi,… magram erTxelac,<br />
roca mezoblis yviTlad<br />
moelvare kbilebma mom-<br />
Wra Tvali, `oqros RimiliT~<br />
SeSinebulma uarvyavi mosazreba.<br />
SeiZleba zogs yviTeli ar moswons,<br />
iqneb am liTonis mowi-<br />
Talo da TeTri Seferilobac<br />
daiwunos vinmem,… an ubralod<br />
vercxli urCevnia _ gemovnebaze<br />
ar daobeno ityvian da silamazec,<br />
rogorc viciT, fardobiTi<br />
cnebaa, magram oqro<br />
mainc oqrod rCeba! preistoriuli<br />
xanidan moyolebuli<br />
didi pativiT sargeblobs;<br />
alqimikosebma `liTonTa<br />
mefed~ Seracxes; odiTganve<br />
dakavSirebulia ZalauflebasTan,<br />
simdidresTan… bolos<br />
da bolos, swored es keTol-<br />
Sobili liToni gamoxatavs<br />
yvela sxva saqonlis Rirebu-<br />
lebas, rogorc sayovelTao<br />
eqvivalenti da iqceva fulad!<br />
Znelia Tanamedrove samyaro-<br />
Si myari faseulobis gamonaxva.<br />
yvelaferi swraf cvalebadobas<br />
rom eqvemdebareba, amas<br />
ukve miveCvieT.… RirebulebaTa<br />
devalvaciiT dawyebuli,<br />
savaluto inflaciiT dam-<br />
Tavrebuli, ra ginda rom ar<br />
gamogvicdia.… aseT aramyar<br />
garemoSi kapitalis SenarCuneba<br />
da miT umetes, mis gazrdaze<br />
zrunva ar aris advili<br />
saqme.… qaRaldi iwvis, ixeva,<br />
Zvirfasi liTonebi ki `Wir-<br />
Sic da lxinSic~ mis mflobelebs<br />
simyaris grZelvadian<br />
garantad esaxeba...<br />
sanam gamarjvebuls oqros<br />
medliT ajildoveben, mefes<br />
oqros gvirgvins adgamen da<br />
meuRles oqros beWdiT niSnaven,<br />
urigo ar iqneba Tu gvecodineba,<br />
mainc ra Rirs dRes<br />
oqro?<br />
oqro gaZvirda da eqspertebis<br />
prognozirebiT kidev ufro<br />
gaZvirdeba. 2006 wlis bolos<br />
1 uncia (31.1034768 grami)<br />
oqro 620 dolari Rirda,<br />
2007-Si _ 800 dolari, 2008<br />
wlis dasawyisisTvis ki 1000<br />
dolaramde avida fasi.<br />
sxva saqonlis Rirebulebis<br />
msgavsad, oqros fasic<br />
moTxovnisa da miwodebis<br />
Tanafardobaze dayrdnobiT<br />
ganisazRvreba. am liTonis<br />
gamoyenebis areali, rogorc<br />
mogexsenebaT, sakmaod farToa.<br />
Sesabamisad, masze moTxovnac<br />
didia.<br />
rac Seexeba marags, dRes-<br />
53
dReobiT msoflio sabanko<br />
rezervi Seadgens 32 000<br />
tonas. mTeli es oqro rom<br />
gadavadnoT da erTi didi<br />
kubis forma mivceT, msoflio<br />
oqros kubis gverdis sigrZe<br />
sul raRac 12 metri gamova...<br />
es ki namdvilad ar aris imdeni,<br />
rom yvelas gveyos, gansakuTrebiT<br />
maSin, roca sul<br />
ufro da ufro popularuli<br />
xdeba Zvirfas liTonSi fulis<br />
dabandeba. savaraudod, kidev<br />
ufro gaizrdeba moTxovnileba<br />
e.w. investiciur oqroze,<br />
romelsac ZiriTadad zodebis<br />
an monetebis saxiT inaxaven<br />
bankebSi.<br />
Tu Tqvenc imaT ricxvSi xarT,<br />
visac fulis oqroSi dabandeba<br />
ganuzraxavs, jer Zveli gamoTqma<br />
gaixseneT - `yvelaferi<br />
rac brwyinavs, oqro ar aris!~.<br />
adre oqros testireba imaSi<br />
gamoixateboda, rom liTons<br />
kbendnen. rac ufro kargad<br />
daetyoboda nakbilari, miT<br />
ufro rbili iyo liToni, da<br />
Sesabamisad, ufro sufTa iyo<br />
oqroc. dRes amdeni garja ar<br />
dagWirdebaT.<br />
axla fasilifikaciisgan Ta-<br />
vis dasaRwevad oqros<br />
sisufTavis gansazRvris ori<br />
sistema arsebobs: britanuli<br />
e.w. karati da rusuli sinjebis<br />
sistema.<br />
1 karatiani oqro niSnavs imas,<br />
rom SenadnobSi oqros Semcveloba<br />
1/24-ia, aqedan gamomdinare,<br />
24 karatiani oqro<br />
yvelaze sufTa oqroa.<br />
rac Seexeba sinjebs, aq gazomva<br />
meaTasedebSi xorcieldeba.<br />
sinji varirebs 0-dan 1000- mde.<br />
996 sinjis oqro praqtikulad<br />
sufTa oqroa.<br />
isic unda iTqvas, rom bevr sxva<br />
`sikeTesTan~ erTad sinjebis<br />
gayalbebac xdeba, amitom Tu<br />
erT xelSi beWedi giWiravT<br />
warweriT _ 958, meore xeli ki<br />
ukve safulisken migaqvT, axali<br />
SenaZenis gasakeTeblad… fulis<br />
gadaxdamde jobia mainc<br />
eqsperts mimarToT.…<br />
marTalia, oqros stomatologiaSic<br />
iyeneben, farmacevtebic<br />
sargebloben am liTonis<br />
samkurnalo TvisebebiT,<br />
da Tqven warmoidgineT, kulinariaSic<br />
ki oqros mtvers,<br />
rogorc dekoratiul<br />
ingredients sxvadasxva sasmelebis<br />
da tkbileulis<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
gasaformeblad mimarTaven,<br />
pirvelad oqrosTan mimarTebaSi<br />
mainc samkauli asocirdeba.<br />
sainteresoa ra saxis, rogori<br />
warmoSobis da ra fasis<br />
samkaulebi iyideba metwilad<br />
qalTul bazarze.… amis gasarkvevad<br />
kiTxvariT xelSi mivmarTeT<br />
oqros gamyidvelebs<br />
da mcire `gamokvlevis~ Sedegad<br />
gairkva, rom:<br />
rusuli warmoSobis oqro<br />
yvelaze didi popularobiT<br />
sargeblobs, Semdeg erTmaneTs<br />
ejibrebian italiuri<br />
da Turquli... rac Seexeba<br />
fasebs, ZiriTadad 50-dan 200<br />
laramde Sefasebul samkaulebs<br />
iZenen, xolo sinjebidan<br />
yvelaze metad yiduloben 583,<br />
958 da 750 sinjis oqros.<br />
nakeTobebidan TiTqos<br />
yvelaferze Tanabari moTxovnaa,<br />
magram rogorc erTma<br />
gamyidvelma miTxra: `Svilo,<br />
axla marxvaa da imitom, Torem<br />
Sen unda naxo qorwilebis<br />
`bumis~ dros oqros beWdebi<br />
rogor kargad saRdebao~.…<br />
mere isic moayola: `mag qa-<br />
Raldebis frials jobia oqro<br />
iyido, icode es iseTi ramea, ar<br />
iJangebao~.<br />
54 oqro Tu namdvilia, Jangi ar ekideba
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
stumarTmoyvareobis `saamayo~ tradicia da...<br />
Cven vamayobT stumarmaspinZlobis<br />
saukunovani<br />
tradiciiT, magram momsaxurebis<br />
kultura jer kidev<br />
daxvewis procesSia...<br />
magaliTisTvis sakmarisia imis<br />
aRniSvnac, rom qarTvelebis<br />
umravlesobisTvis mimtanoba<br />
e.w. oficiantoba saTakilo<br />
profesiaTa ricxvs miekuTvneba.<br />
arian qarTul realobaSi<br />
momRimari mimtanebi?<br />
Tu Tqven gadawyvetT daZabuli<br />
samuSao kviris Semdgom<br />
sakuTar Tavs patara dResaswauli<br />
mouwyoT da emociebisgan<br />
daclis survilic gZalavT,<br />
maSin saxlSi yofnas ra<br />
Tqma unda restoranSi wasvla<br />
jobia.<br />
Cems megobrebTan erT-erT<br />
restoranSi Sexvedra Tavdapirvelad<br />
Cemi warmatebis<br />
Txrobas da, imavdroulad,<br />
oficiantis lodins daeTmo.<br />
saubarSi garTulebma verc ki<br />
SevniSnerT, rom naxevari saa-<br />
Tis ganmavlobaSi uyuradRebod<br />
visxediT. es yvelaferi<br />
umniSvnelod Caivlida, rom<br />
ara oficiantis agresiuli<br />
toniT naTqvami: `ras inebebT?~<br />
Tavidanve tonis Secvla<br />
movTxove. amas moyva mimtanis<br />
mxridan Tavisi da axloblebis<br />
biografiuli mimoxilva.<br />
roca gavacnobiere, rom<br />
stumarTmoyvareobis `saamayo~ tradicia da...<br />
musikalur gaformebasac ki<br />
gadaaWarba Cemi xmis tonalobam,<br />
gvian, magram mainc mivxvdi,<br />
rom darCenas restornis saswrafod<br />
datoveba ajobebda.<br />
logikurad daibada kiTxva:<br />
`neta am dros sad iyo menejeri?~<br />
`nuTu aravin unda<br />
akontrolebdes aseTi `Tavaziani~<br />
personalis qcevebs?~<br />
XXI saukuneSi, rodesac mTeli<br />
msoflio dRiTi dRe ukeTes<br />
momsaxurebas sTavazobs momxmarebels,<br />
saqarTveloSi ratom<br />
unda xdebodes aseTi<br />
SemTxvevebi? rodemde unda<br />
visaubroT arasrulfasovan<br />
qarTul momsaxurebaze? ganviTarebul<br />
qveynebSi xom kompaniebi<br />
momxmarebels maRali<br />
xarisxis produqtTan erTad<br />
sTavazobs damatebiT faseulobas,<br />
vinaidan momsaxureba<br />
aramaterialuria, STabeWdilebaa,<br />
es yovelive ki momxmareblis<br />
cnobierebaSi mkvidrdeba<br />
sasiamovno mogonebad.<br />
restornebi bevrad met faseulobas<br />
sTavazoben momxmareblebs,<br />
vidre, ubralod<br />
saWmliT momsaxurebaa da<br />
swored am STabeWdilebisTvis<br />
dadis iq sistematurad<br />
amdeni xalxi. rodesac momsaxurebis<br />
xarisxis sazomia momxmareblis<br />
SenarCuneba, aseTi<br />
momsaxure personali ar unda<br />
ubiZgebdeT maT restornis<br />
ukan mouxedavad datovebisken.<br />
organizaciisTvis es Zalian<br />
uaryofiTad aisaxeba,<br />
radgan wasvlis mere aseTi<br />
klientebi ar daizareben ukmayofilebis<br />
xmamaRla gaJRerebas.<br />
mas Semdeg mawvalebs kiTxva:<br />
aris ki recepti qarTul realobaSi<br />
agresiuli mimtanebis<br />
momRimar momsaxure personalad<br />
gadaqcevisa?<br />
menejerma SeiZleba sxvadasxva<br />
qmedebas mimarTos, magram<br />
saWiroa, rom TiToeul Tanam-<br />
Sromels individualurad<br />
miudges _ Tu zogze dadebi-<br />
Tad imoqmedebs problemebis<br />
Sesaxeb calke saubari, sxvebisTvis<br />
darRvevebis dros<br />
sajarod sayveduris micemaa<br />
saukeTeso gamosavali; menejerma<br />
pirdapir Tu iribad<br />
gamudmebiT unda akontrolos<br />
TanamSromlebi, iqneba<br />
es misteriuli momxmareblis<br />
instituti Tu piradi gakontroleba;<br />
SesaZloa restornebSi daidos<br />
e.w. saCivris yuTebi, sadac<br />
ukmyofilo momxmarebeli<br />
SeniSvnebs Caagdebs da saku-<br />
Tari azris gamoxatvis meti<br />
saSualeba eqneba.<br />
sabolood, yvela SemTxvevaSi<br />
Secdomebze unda viswavloT<br />
da arasdros davkmayofildeT<br />
miRweuliT.<br />
cxadia, rom momxmareblebs<br />
siamovnebT myudro garemoSi<br />
Rimiliani momsaxureba. ase<br />
rom, Tu migaCniaT, rom klienti<br />
aris `mefe~, gauRimeT...<br />
55
amdenad kargad<br />
arTmevT Tavs<br />
samuSaos?<br />
1. samuSao dRiswesrigSi<br />
gegmebisTvisac vitoveb<br />
dros:<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTqmis yovelTvis<br />
2. me gadavabareb xolme<br />
yvelafers, risi gadabarebac<br />
SeiZleba:<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTqmis yovelTvis<br />
3. me werilobiT vafiqsireb<br />
davalebebsa da<br />
miznebs, Tan vuTiTeb maTi<br />
Sesrulebis vadebs.<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTqmis yovelTvis<br />
4. vcdilob yvela oficialuri<br />
dokumenti<br />
“erTxel da samudamod<br />
davamuSao”.<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTqmis yovelTvis<br />
5. yovel dRe prioritetebis<br />
mixedviT vadgen<br />
Sesasrulebeli saqmeebis<br />
nusxas:<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTqmis yovelTvis<br />
6. vcdilob Cemi samuSao<br />
dRe SeZlebisdagvarad<br />
gavaTavisuflo “gverdiTi”<br />
satelefono saubrebisgan,<br />
daugegmavi<br />
momsvlelebisa da sxdomebisgan:<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g xSirad<br />
d TiTmis yovelTvis<br />
7. vcdilob Cemi dRiuri<br />
datvirTva sakuTari<br />
Sromisunarianobis Sesabamisad<br />
gavanawilo:<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTmis yovelTvis<br />
8. Cemi drois gegmaSi<br />
aris “fanjara”, romelic<br />
saSualebas maZlevs reagireba<br />
movaxdino aqtualur<br />
problemebze:<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTmis yovelTvis<br />
9. me vcdilob Cemi aqtivobebi<br />
imgvarad<br />
gamovavlino, rom koncentrireba<br />
movaxdino<br />
sasicocxlod mniSvnelovan<br />
problemebze:<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTmis yovelTvis<br />
10. me SemiZlia uaris<br />
Tqma, roca sxvas Cemi<br />
drois gamoyeneba surs,<br />
me ki ufro seriozuli<br />
samuSao maqvs:<br />
a. TiTqmis arasdros<br />
b. zogjer<br />
g. xSirad<br />
d. TiTmis yovelTvis<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
qulebiT Sefaseba<br />
a. 0<br />
b. 1<br />
g. 2<br />
d. 3<br />
0-15 qula: Tqven ar gegmavT Tqvens dros da<br />
garemoebaTa zegavlenis qveS xarT, zogierT mizans<br />
aRwevT Tu ki icavT winaswar Sedgenil ganrigs.<br />
16-20 qula: Tqven cdilobT marToT sakuTari<br />
dro, magram arc iseTi Tanamimdevruli xarT, rom<br />
warmatebas miaRwioT.<br />
21-25 qula: Tqven kargi TviTmenejmenti gaqvT.<br />
26-30 qula: Tqven yvelasTvis magaliTi xarT,<br />
visac surs drois racionalurad ganawileba.<br />
mieciT Tqvens irgvliv myofebs saSualeba gaiziaron<br />
Tqveni gamocdileba.<br />
Tu daagroveT 24 qulaze naklebi, aman Tavgza ar<br />
agibnioT, ubralod Tqveni energia susti mxareebis<br />
aRmofxvras unda moaxmaroT, es iqneba pirveli<br />
nabiji TviTmenejmentis ganxorcielebis gzaze.<br />
testi<br />
56 testi
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
rogor visaubroT<br />
telefoniT<br />
saqmiani urTierTobisas sakmaod<br />
xSirad aris SemTxveva,<br />
rodesac ama Tu im saqmian detalze<br />
gviwevs telefoniT<br />
saubari. aseT dros Zalzed<br />
mniSvnelovania garkveuli<br />
wesebis dacviT visaubroT<br />
telefoniT, raTa uxerxulad<br />
ar warmovaCinoT sakuTari<br />
Tavi TanamosaubresTan.<br />
satelefono saubars erTi<br />
mniSvnelovani funqcia aqvs:<br />
monawileTa daSorebis miuxedavad<br />
igi uwyvet da ormxriv<br />
informaciaTa gacvlas<br />
uzrunvelyofs.<br />
eqspertebis azriT, biznesmenTa<br />
drois danakargis 15<br />
mTavar mizezTa Soris pirvel<br />
adgilze satelefono saubrebia.<br />
maTi xangrZlivoba ki<br />
mosaubreTa emociur datvir-<br />
Tvazea damokidebuli.<br />
satelefono saubris xelovnebac<br />
is aris, rom mokled da<br />
mkafiod SevatyobinoT partniors<br />
aucilebeli informacia<br />
da garkveviT miviRoT<br />
pasuxi. saqmiani satelefoni<br />
saubrisas ar aris rekomendirebuli<br />
mosaubresTan sxva<br />
Temebis Sesaxeb bevri laparaki.<br />
amiT SesaZloa dro daakarginoT<br />
da Tqveni reputaciac<br />
SelaxoT.<br />
warmatebuli saubris<br />
safuZvelia kompetenturoba,<br />
rogor visaubroT telefoniT<br />
taqtianoba, keTilganwyoba,<br />
misi warmarTvis efeqturi<br />
meTodebis floba, problemis<br />
operatiulad da<br />
xelsayrelad gadawyvetis<br />
mcdeloba. mniSvnelovania<br />
isic, rom saqmiani satelefono<br />
saubari mSvid da Tavazian<br />
tonSi sruldebodes da<br />
dadebiT emociebs iwvevdes.<br />
saqmiani satelefono saubris<br />
dawyebamde aucilebelia ganvsazRvroT<br />
misi mizani da<br />
warmarTvis taqtika. saWiroa<br />
samoqmedo gegmis Sedgena, gadasawyveti<br />
sakiTxebisa da<br />
misaRebi informaciis Cawera<br />
da sxv. sasurvelia, pirvelive<br />
frazidan vecadoT<br />
mosaubris dainteresebas.<br />
satelefono saubris Semdeg<br />
gavaanalizoT misi Sinaarsi,<br />
CaviniSnoT mniSvnelovani momentebi<br />
da SevadginoT mokle<br />
Canawerebi. arsebobs zogirTi<br />
niuansi, rac rekomendirebulia<br />
gaviTvaliswinoT satelefono<br />
saubris dros.<br />
arasasurvelia:<br />
• yurmilis aRebis didi xniT<br />
dayovneba;<br />
• saubris dawyebisas warmoTqvaT<br />
- `salami, “ilaparakeT~;<br />
• vikiTxoT “`SemiZlia rameTi<br />
dagexmaroT?~;<br />
• or telefonze erTdroulad<br />
saubari;<br />
• telefonis yurmilis gadadeba;<br />
• CaniSvnebisTvis qaRaldis<br />
naglejebis, kalendris furclebis<br />
an sxvaTa gamoyeneba;<br />
• sxvisTvis yurmilis mravaljer<br />
gadacema;<br />
• warmoTqva “`yvelani sadiloben~”,<br />
“`aravinaa~”, “`gameorebiT<br />
darekeT~” da sxv;<br />
sasurvelia:<br />
• yurmilis meoTxe zaramde<br />
aReba;<br />
• saubris dawyebisas warmovTqvaT<br />
“`dila mSvidobisa~”<br />
da warvudginoT Cveni<br />
Tavi;<br />
• azrovnebis koncentracia<br />
da saubris yuradRebiT mosmena;<br />
• Tu sakiTxis gasarkvevad<br />
dro gvWirdeba, SevTavazoT<br />
xelaxla dakavSireba;<br />
• satelefono saubrisaTvis<br />
gankuTvnili blankebis gamoyeneba;<br />
• Tanamosaubris telefonis<br />
nomris Cawera;<br />
• miRebuli informaciis CaniSvna<br />
da sxv.<br />
57
iznessakonsultacio qseli - saqarTvelo<br />
`biznessakonsultacio qseli - saqarTvelo~ BCNG - Tqveni biznesis warmatebisaTvis.<br />
ras fiqrobT, rogor iqmneba warmatebis formula da raSi mdgomareobs qarTul bazarze<br />
damkvidrebis saidumlo? rogor movaxdinoT biznesgaremoSi swori orientiri? am<br />
da sxva aqtualur sakiTxebis gadaWraSi Tqven BCNG-is kvalificiur eqspertTa jgufi<br />
dagexmarebaT.<br />
BCNG-i momsaxureobebis ZiriTadi mimarTulebebia: bizneskonsaltingi, treningebi da<br />
marketinguli kvlevebi.<br />
biznesmenebs da nebismier dainteresebul msurvelebs SesaZlebloba eZlevaT miiRon<br />
konsultaciebi Semdegi mimarTulebiT _ sagadasaxado da sabaJo sakiTxebi, marketinguli<br />
dagegmva, buRaltruli aRricxva, biznesis dagegmva da marTva, sawarmoTa registracia,<br />
biznespartniorebis moZieba da sxva.<br />
BCNG - axorcielebs rogorc individualur, aseve korporatiul momsaxureobas. iTanam-<br />
SromleT CvenTan da Cven viqnebiT Tqveni biznesis warmatebis sawindari.
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
bizneskalendari<br />
2 aprili:<br />
• sawarmo da organizacia<br />
mogebis gadasaxadis wliur<br />
deklaracias warudgens sagadasaxado<br />
organos da gadaixdis<br />
dazustebul wliur gadasaxads.<br />
• sawarmoebis, organizaciebisa<br />
da fizikuri<br />
pirebisTvisaTvis ekonomikuri<br />
saqmianobisTvis gamoyenebuli<br />
qonebis (maT Soris miwis) gadasaxadis<br />
wliuri deklaraciis<br />
wardgenis da dazustebuli<br />
wliuri gadasaxadis gadaxdis<br />
vada;<br />
• mewarme fizikuri<br />
pirebis, agreTve ekonomikuri<br />
saqmianobis ganmaxorcielebeli<br />
amxanagobis wevri fizikuri<br />
pirebis mier saSemosavlo gadasaxdis<br />
wliuri deklaraciis<br />
wardgenis da dazustebuli<br />
wliuri gadasaxadis gadaxdis<br />
vada.<br />
bizneskalendari<br />
16 aprili:<br />
• dRg-is gadamxdelad<br />
registrirebuli pirebi,<br />
waradgenen dRg-is yovel-<br />
Tviur deklaracias da ixdian<br />
kuTvnil gadasaxads;<br />
• aqcizis gadamxdelebi<br />
waradgenen aqcizis Sesaxeb<br />
yovelTviur deklaracias da<br />
ixdian kuTvnil gadasaxads.<br />
amasTan, aqcizuri markebiT<br />
niSandebas daqvemdebarebul<br />
aqcizur saqonelze aqcizi<br />
gadaxdas eqvemdebareba aqcizuri<br />
markebis SeZenisas;<br />
• Sromis anazRaurebis<br />
Tanxebisa da dakavebuli gadasaxadis<br />
gaangariSebis da<br />
gadaxdili Tanxebis informaciis<br />
Sesaxeb yovelTviuri sagadasaxado<br />
angariSis wardgenis<br />
vada. dakavebuli saSemosavlo<br />
gadasaxadi gadaxdas eqvemdebareba<br />
Tanxis (mogebis) gadaxdisTanave<br />
(gacemisTanave);<br />
• wamaxalisebeli gaTamaSebis,sistemur-eleqtronuli<br />
formis TamaSobis,<br />
latariis momwyobi (organizatori)<br />
pirebi, waradgenen sa-<br />
TamaSo biznesis mosakreblis<br />
yovelkvartlur deklaracias<br />
da ixdian kuTvnil mosakrebels.<br />
amasTan, kazinos<br />
(samorines) magidebis, saTamaSo<br />
aparatebisa da totalizatoris,<br />
bingos, lotos salaros<br />
mowyobisas saTamaSo biznesis<br />
mosakrebeli gadaxdas eqvemdebareba<br />
saangariSo kvartlis<br />
dawyebamde mosakreblis gadaxdis<br />
niSnebis SeZenis gziT;<br />
• mineralur wylebze<br />
bunebrivi resursebiT sargeblobisTvis<br />
mosakreblis gadamxdelebi<br />
sagadasaxado<br />
organoSi waradgenen yovelkavrtlur<br />
gaangariSebas da<br />
gadaixdian gasuli kvartlis<br />
kuTvnil mosakrebels;<br />
• naxSirorJangze (gazi<br />
CO 2 ), bunebrivi resursebiT<br />
sargeblobisaTvis mosakreblis<br />
gadamxdelebi yovelTviurad<br />
gadaixdian kuTvnil mosakrebels.<br />
• bunebrivi resursebiT<br />
(garda naxSiroJangis (gazi<br />
CO 2), mineraluri wylebis,<br />
soflis meurneobaSi gamoyenebuli<br />
wylis resursebisa)<br />
sargeblobisaTvis mosakreblis<br />
gadamxdelebi sagadasaxado organoSi<br />
waradgenen yovelTviur<br />
gaangariSebas da gadaixdian<br />
kuTvnil mosakre-bels.<br />
59
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
ekonomikuri indikatorebi<br />
inflaciis, mwarmoebelTa da samomxmareblo fasebis indeqsebis dinamika<br />
Tve/weli წლიური ინფლაცია თვიური<br />
ინფლაცია<br />
წლიური ინფლაცია<br />
(სამომხმარებლო<br />
ფასების ინდექსის<br />
პროცენტული<br />
ცვლილება წინა წლის<br />
შესაბამის თვესთან)<br />
თვიური<br />
ინფლაცია, %<br />
სამომხმარებლო<br />
ფასების ინდექსი<br />
(1995=100)<br />
მწარმოებელთა ფასების<br />
ინდექსი (2000 წლის<br />
დეკემბერი=100)<br />
სფი (1995=100) მფი (2000 წლის<br />
დეკემბერი=100)<br />
იანვარი-07 10,4 2,7 288,9 146,6<br />
თებერვალი-07 11,0 0,7 291,0 146,2<br />
მარტი-07 9,7 -1,1 287,9 148,8<br />
აპრილი-07 8,1 0,3 288,7 152,0<br />
მაისი-07 7,3 1,6 293,4 156,0<br />
ივნისი-07 7,3 -0,2 292,8 155,8<br />
ივლისი-07 6,6 0,1 293,3 161,4<br />
აგვისტო-07 7,7 0,6 295,2 167,1<br />
სექტემბერი-07 9,0 1,2 298,6 169,7<br />
ოქტომბერი-07 11,2 2,8 307,1 177,2<br />
ნოემბერი-07 11,6 1,4 311,3 173,3<br />
დეკემბერი-07 11,0 0,3 312,1 173,6<br />
იანვარი-08 10,7 2,5 319,9<br />
თებერვალი-08 10,9 0,9 322,8<br />
2007 weli eqsporti<br />
ianvari<br />
69 473,8<br />
Tebervali<br />
67 521,7<br />
marti<br />
86 665,9<br />
aprili<br />
99 579,0<br />
maisi<br />
112 612,3<br />
ivnisi<br />
ivlisi<br />
agvisto<br />
seqtemberi<br />
oqtomberi<br />
noemberi<br />
dekemberi<br />
sul<br />
ekonomikuri indikatorebi<br />
108 111,1<br />
118 907,5<br />
114 434,4<br />
97 163,0<br />
130 179,1<br />
111 147,5<br />
124 389,1<br />
1 240 184,4<br />
aT. aSS dolari<br />
2007 weli importi<br />
ianvari<br />
328 475,2<br />
Tebervali<br />
334 759,4<br />
marti<br />
381 864,0<br />
aprili<br />
364 694,4<br />
maisi<br />
438 539,4<br />
ivnisi<br />
376 066,0<br />
ivlisi<br />
430 090,3<br />
agvisto<br />
463 612,3<br />
seqtemberi<br />
423 991,3<br />
oqtomberi<br />
523 049,8<br />
noemberi<br />
446 146,3<br />
dekemberi<br />
705 413,4<br />
sul<br />
5 216 702,0<br />
aT. aSS dolari<br />
61
02.04.2008 1 GBP = 2.8914 GEL<br />
01.04.2008 1 GBP = 2.9160 GEL<br />
31.03.2008 1 GBP = 2.9479 GEL<br />
28.03.2008 1 GBP = 2.9764 GEL<br />
27.03.2008 1 GBP = 2.9670 GEL<br />
26.03.2008 1 GBP = 2.9420 GEL<br />
25.03.2008 1 GBP = 2.9252 GEL<br />
24.03.2008 1 GBP = 2.9439 GEL<br />
21.03.2008 1 GBP = 2.9446 GEL<br />
20.03.2008 1 GBP = 2.9971 GEL<br />
19.03.2008 1 GBP = 3.0055 GEL<br />
18.03.2008 1 GBP = 3.0317 GEL<br />
17.03.2008 1 GBP = 3.0699 GEL<br />
14.03.2008 1 GBP = 3.0890 GEL<br />
13.03.2008 1 GBP = 3.0612 GEL<br />
12.03.2008 1 GBP = 3.0665 GEL<br />
11.03.2008 1 GBP = 3.0808 GE<br />
10.03.2008 1 GBP = 3.0794 GEL<br />
laris kursis dinamika martis mixedviT<br />
aSS dolaris kursis dinamika larTan mimarTebaSi<br />
(saSualod kursi1.504)<br />
02.04.2008 1 EUR = 2.2954 GEL<br />
01.04.2008 1 EUR = 2.3211 GEL<br />
31.03.2008 1 EUR = 2.3271 GEL<br />
28.03.2008 1 EUR = 2.3299 GEL<br />
27.03.2008 1 EUR = 2.3156 GEL<br />
26.03.2008 1 EUR = 2.2961 GEL<br />
25.03.2008 1 EUR = 2.2728 GL<br />
24.03.2008 1 EUR = 2.2936 GEL<br />
21.03.2008 1 EUR = 2.3158 GEL<br />
20.03.2008 1 EUR = 2.3556 GEL<br />
19.03.2008 1 EUR = 2.3645 GEL<br />
18.03.2008 1 EUR = 2.3747 GEL<br />
17.03.2008 1 EUR = 2.3562 GEL<br />
14.03.2008 1 EUR = 2.3665 GEL<br />
13.03.2008 1 EUR = 2.3372 GEL<br />
12.03.2008 1 EUR = 2.3447 GEL<br />
11.03.2008 1 EUR = 2.3481 GEL<br />
10.03.2008 1 EUR = 2.3545 GEL<br />
<strong>GEORGIAN</strong> BUSINESS TODAY<br />
evros kursis dinamika larTan mimarTebaSi<br />
(saSualod kursi 2.3342)<br />
funti sterlingis kursis dinamika larTan<br />
mimarTebaSi (saSualod kursi 3.008)<br />
02.04.2008 1 USD = 1.4635 GEL<br />
01.04.2008 1 USD = 1.4685 GEL<br />
31.03.2008 1 USD = 1.4760 GEL<br />
28.03.2008 1 USD = 1.4810 GEL<br />
27.03.2008 1 USD = 1.4800 GEL<br />
26.03.2008 1 USD = 1.4770 GEL<br />
25.03.2008 1 USD = 1.4770 GEL<br />
24.03.2008 1 USD = 1.4830 GEL<br />
21.03.2008 1 USD = 1.4890 GEL<br />
20.03.2008 1 USD = 1.4940 GEL<br />
19.03.2008 1 USD = 1.4990 GEL<br />
18.03.2008 1 USD = 1.5050 GEL<br />
17.03.2008 1 USD = 1.5130 GEL<br />
14.03.2008 1 USD = 1.5190 GEL<br />
13.03.2008 1 USD = 1.5220 GEL<br />
12.03.2008 1 USD = 1.5260 GEL<br />
11.03.2008 1 USD = 1.5280 GEL<br />
10.03.2008 1 USD = 1.5300 GEL<br />
62 ekonomikuri indikatorebi
<strong>GEORGIAN</strong> BUSINESS TODAY
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