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(. 3.1).
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apoae cpae , c oo copo, ec occeo cpaeecoo ypae, c pyo, oo pecae cyocy ocoy poecca cpaeecoo apoa, oopoe oaec o eo aa peaa o ce y e oe cpa e. oy oo e pae o apoae cpae cpaeecoe apoae.
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paeecoe e o poecc opypoa cc ee , opa x opeee oye x pecypco x pacpeee c e oecee eo pao .
poecc ecoo ec cpyeo, ooa p ypaeecx pee. aa aaec oecee ooee ee ocaoo oee aeao pea a ee o ee cpee.
pae e aepaec a-o eee ece. oo aaaec ycaoee ox apae, ceoae oop oeceae poc ypeee o .
ax xapaepx ep ecoo aa ec eo aaoc, e cocooc ac pa c aopa. poecc cpeae p cooce p eo peaa.
coa pyoc aaec o, o poecc p peapex pee axoc acoc o cpyyp ooo .
pya cyecea poea aaec o, o epee ecoo po oy ey pe a eeoc (oepa ypaee), oecea oyee p, o.
poecc ecoo ae ce ceye ocoe a:
1. opypoae ee .
2. a ee o yo eceo oooc oce o ca e x ee.
3. ( SWOT -).
4. .
5. () .
.
opypoae ee
op cc ee ec ep ca oece peee p eco . opypoa cc aoee aoe peee ee ocoaee cx eeepo. eee cc aec oaae ape pee ope a e ece oo, yc ae o e e aae.
cc cepe , aoee yco a ac e opaa. cc o e, oopo cyecye oopa oa oea aoo epoe. cyae pooo oa cc paccapaec a ocaa oco cca cyecoa . oco opeee eoc, epoa p, cooec c oop epeaec ocyec co eeoc.
o cyae, ec eec yoe oae cc, oa paccapaec a oe yepee ooceo oo, eo o ao pe cyecye opaa, o ec cc oaec a yepee, pacpaee cc cyecoa , oopo poec oe o ooo.
cc ec oee ope opepo, e ee. oe o e y cc ec co a epa epo pee, o ceee oopoo oa oa oea. cc oa a a, o ee oee coeaoc c apee c c opeee pco eeoc. po oe cc oe oo ocaoo ee (ae ceo o e) oo, o eee ooee pa o o oo ye peya coeo pya.
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oepa e cc oe a ce y e ocoe :
ocae / ycy, peaaex ;
xapaep pa opeee cox ocox opeee, eo, ooaee;
e , paee epax a, poca oxooc;
exoo a oopyoa, exooecx poecco, oa oac exoo;
oco ec o pae aoe eoc , cyae ocoo coa cce oa;
ype oe, paax oopo ocae coceoe eaee o cee, yaa co c, ocoe caoc, cee ococooc, a;
e opa , e .
o ca co cc o ee opye ( ), a a oo ocooe oepae coao aoc oeceae e ae yco oe yopoae .
p e oe pooaac ao e , ooy o p o cyyo ype poea, xo oe aa.
e o opeoe cocoe oe x , ocee o opx ec e eae a ocee oo px apaea e eeoc.
e, oe o cc, paa oee opee apae eeoc .
aoc opeee ee caa c e, o o:
c yaeo poecca eeea eo;
ea ocoe p oo ypaeecoo pee;
c cxoo oo ;
ea ocoe ocpoe opaaox ooe;
opee ccey oa, coyey ;
c oo ocea poecce opo oe peyao pya oex paoo, o pa e e eo;
cya o oppoa o pex aox oaaee;
opee coco oe e oc .
ooece e , paee oaaex xoceo eeoc, oo o pae a oecee aecee.
e e oo oec coae e, apep, yyee yco pya.
oocpoe e , a pao, e e eo paex oecex xapaepc, o oe cee ca c cce .
paocpoe e oaeo e opeoe coepae yaa:
o oo oc y o ( o ce oeceo pae);
o opeo (aoe o pa e ee ) oe aay o oce e.
, :
1. .
2. .
3. , .
4. , .
5. , , .
6. .
a ee cpe cy cpyeo, p oo oopoo papao ee o c e pee o e a e ypo o opaec oooc.
1.
oec
oe
oype
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oae
6. eyapo
, a ee cpe ooe coepeeo cpoopoa o e e ypo oooce, papaoa cyaoe a a cya ooe epeex ocoec, papaoa , oopa oo ocy ee pepa o e a e ypo oe oooc.
3. ( SWOT-)
oce aaa oe o ee cpe pyooco oo opee, oaae ype ca, o ocooac opac oooc, ae ypee caoc oy oco peee yyx poe, cax c e oacoc. e cy aa cx cax copo .
ype cpea o a ac oe cpe, oopa axoc paax . a oaae oc o oe caoe eocpeceoe o ece a yopoae. eo, oop c oy aoc ypex poe, aa ypaeec oceoae. ype cpea , a oopx ae aop ex poecco eeo , cocoe oopx cooyoc opeee o oea e oooc, oop pac o aae.
apo
paao
pooce
apeo
5. aco
SWOT-
pee aaa cpe eo SWOT- (apeaypa cocaea epx y acx co: S trengths (C); W eaknesses (); O pportunities (); T hreats ()) ec ooo poo pa oxoo, oo poec coecoe yee ee ypee cpe.
eooo SWOT - peoaae caaa ee c x cax , a ae ypo oooce, a aee ycaoee eoe c e ey , oope aee oy c ooa opypoa cpae .
aaa, c yeo opeo cya, oopo axoc , cocac cco e cx cax copo, a ae cco ypo oooce.
oce oo a cocae ope cco c x cax copo , a ae ypo oooce, acyae a ycaoe ce ey . ycaoe x ce cocaec apa SWOT -, oopa 3.3
e e a paea (ce copo, cae copo), oope cooeceo oc ce ee a epo ae c e cae . epxe ac ap ae e c a paea (oooc ypo), oope oc ce ee oooc ypo.
a epecee paeo opayec epe o. a ao ax oe cceoae oe paccope ce ooe ape oa e e, oope o ye p pa pa o e oee . ex ap, oope pa c o », ceye papaaa cpae o cooa c x oo, o oy oay o oooce, o ope oc o ee cpee. ex ap, oope oaac a oe », oa ocpoea a opao, o a ce oxc oo oc e oac peooe eec caoc. c apa axoc a oe ӻ, o oa peoaa cooae c ycpae ypo. aoe, ap, axoxc a oe ӻ, o paa a ay , oopa ooa e a ac o caoc, a oac pe o pa acy a e ypoy.
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ce cae ec o cee aoc, o oe opee e yoae o, oope pey eeeoo eaeca oy ooa, a ae e, a oope oo oepec p pa pa o e .
poaapoa ee oacoc oe oo oc , pe cooece c opaaoy cpy y py, o pcyae opy . op epa oe ecoo . o pae ecox a ep a x apao.
p ope o ye ce ye ee :
e ;
epec e ceo a;
acoe pecypc ;
aa paoo;
aeca ;
ee a c oc o ee cpe;
peeo .
poecc opa coco ao papao, oo aaa (oe). a pae a pyo pae, a a o peca coo pae ypo ooo poecca aaa, o coy pae eo.
a ae papa o opypyc cpae, ooe oc o ca e x ee. ao aae aoo aa ec pa pa o a ooo o e o ca aepax , oox oc o ca e x ee. o o pacpe op ooe e poyc oeao y apa. ooy paoe peac e oo ce pyooe, o eeep cpeeo ea.
a pao aaec ooe oe o ypo ee aeaoc e pa o ce x ooopa.
aoe cya apaa oe cpae . a aoec ope coepae poecce oo, oop ae ce:
poepy a cooece e ;
coocaee c cooecy ca eoo a oapa, cpoca exoo;
opypoy ecx aa, oope pec pea poecce oce ee;
ycaoee cpoo pee aa (o aa);
opeeee opeoce pecypcax.
, ea opa pa ec aa oea a ep a x apao. aaa oe aaec ope ao , oopa oeceaa acay e oc eeoc oce ee ax ee. pocxo ao e e oe ope co ep a e.
ce ooopae , oope oepece eoepece eocppy pe ao , pa oa ecox aox . aa x e a cya, opeeeo ao pa ypee ee cpe, ooy ao paccapa p opa opeeeoo apaa.
1. pae poc pee o co coxc opacx co cao exooe. p opaeoo poca e pa ycaaac o ocyoo oppepyc p ee cya. c o, ocoo, yoeopeo ooee , o oeo, o epcee oo ye pepac o e , a a o ca poco aeee pcoa y ec.
2. oc ae ceo peec ao paaxc opacx c cpo eec exooe. ee xapaepo oe eeooe peee ypo pa a ypoe peyeo oa.
e cae oy pa peay po p ope poca .
, . oco . pa peo ceyy apy opa cpae acoc o a poca pa a poy (ae pocy opac) oypeo o (pc. 3.4)
3. opae, oceeo cpeca, paec pee ceo, ee xapaepo ycaoee ee e ypo, ocyoo poo. copae pea oa, oa oaae eeoc popea ycoy ee yxye ae ep e oy e y cya.
4. opoaa pecae coo oe coeae paccopex a ep a opaeoo poca, poca copae. opoao pepac, a pao, pye , oope ao yopy ecox opacx. apep, oe poa poa oo cox ae popec oo ecoo pyx.
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aa aoa ee oeco aepa x apao.
1. pae poca oe ocyecc ye popee pyo e poc ye oo pacpe accopea yc aeo
poy ype poc.
2. pae copae ee ceye aepa: a ca paa apa, oa epecae cyecoa; oceee eo, p oopo pye epe popye co eee opaee.
oe pao pooc aa paoc ocaooc yea ocox a opo, opeex oooc ocyece cpa e. c cooecye e , o aea ee oea pooc o ce y a pae:
ooece pao coco peoa opye;
ooece pao oeay oooc ;
peeoc pca, aoeoo .
poeypa opa oeo cee oea : pee paa oce cox ee, c oco pepe oe pao .