SaqarTvelos teqnikuri universiteti biznes-inJineringis fakulteti ekonikuri kvlevis meTodebi

3. internet-momxmareblebis qcevis kvleva

interneti sxvadasxva tipis individsa da bizness erTmaneTTan da msoflios informaciul wyaroebTan akavSirebs. interneti axali ekonomikis teqnologiad aRiares. is saSualebas gvaZlevs nebismier dros, nebismier adgilas davukavSirdeT sainformacio, gasarTob da sakomunikacio saSualebebs. ramac ganapiroba internet momxmarebelTa mkveTri zrda.

interneti globaluri fenomenia. gasul wels momxmarebelTa ricxvma msoflioSi 2 405 mln gadaaWarba. misi gamoyenebis aseTi zrda miuTiTebs imaze, rom yvelanairi tipis adamiani Sedis eleqtronul sivrceSi informaciis mosapoveblad. eleqtronuli teqnologiebis udidesi mniSvneloba da potenciali pirdapir kavSirSia msoflio mosaxleobis dainteresebasTan am qselis mimarT. bolo monacemebiT msoflios mosaxleoba 7,017 mln adamiania da aqedan 34,3% CarTulia internetSi, xolo 2000-2012 wlebSi momxmareblebis raodenoba 566,4%-iT gaizarda.

Znelia ipovo kompania, romelic ar iyenebs internets, yvelaze tradiciuli kompaniebi axla virtualur-tradiciul kompaniebad iqcnen. maT eleqtronul kavSirs mimarTes, raTa axali myidvelebi miezidaT da arsebul myidvelebTan ufro Zlieri urTierTobebi SeeqmnaT. internetma sruliad axali ram Seqmna _ “virtualuri kompaniebi,” e.w. dot.com-ebi. romelTa raodenoba yovelwliurad izardeba. iseTma gigantebma rogoricaa IBM, DELL, Cisco Sistems, Microsoft da sxva mravali, swrafad daipyres interneti.⁵⁹

aRsaniSnavia is faqti, rom axalgazrdebi ufro aqtiurad iyeneben internets, vidre ufrosi Taobis warmomadgenlebi. msoflioSi 30 wlamde asakis momxmareblebis 89% iyenebs saZiebo sistemebs, 30-49 ww - 85%, 50-64ww - 79%, xolo 65 wlis zemoT 67%.

saZiebo sistemebs dReSi ramdenjerme iyenebs 30 wlamde mosaxleobis 27%, 30-49 ww - 25%, 50-64ww - 15% da 65 welze metis 8%.

sakuTar SesaZleblobebSi Tavdajerebulebi arian 30 wlamde mosaxleobis 97%, 30-49ww _ 93%, 50-64ww _ 83%, 65w da meti 79%. axalgazrdebis umravlesoba miiCnevs, rom yovelTvis poulobs saWiro informacias. 30-49 wlis asakis 16%, 50-64w - 13%, 65-is zemoT - 9%.

informaciuli teqnologiebis gamoyenebis, kompiuterTan da internetTan urTierTobis, informaciis moZiebis, adamianuri resursebis bazarze konkurentunarianobis, ganaTlebis donis zrdisaTvis momxmareblebi prioritetulad miiCneven inglisurs, meore pozicias ikavebs Cinuri, rac CineTis mosaxleobis didi raodenobiTaa ganpirobebuli.

internetSi daSvebisa da gamoyenebis enebis aTeulSi pirvel pozicias ikavebs inglisuri ena. am enaze internet-momxmarebelTa raodenoba 565 004 126 adamians Seadgens, rac msoflio mosaxleobis internet-momxmarebelTa raodenobis 26.8%-ia. inglisurad mosaubre 1 302 275 670 adamianidan 43.4% moixmars internets, xolo msoflios inglisurenovani mosaxleobis mier internetis gamoyenebis zrdis tempi 2000-2011 wlebSi 301.4%-ia.

biznesis marTvisa da warmatebuli funqcionirebis erT-erTi mTavari safuZvelia informaciuli uzrunvelyofa. Tanamedrove biznesi, praqtikulad mTlianad damokidebulia informaciul sivrceze. biznespraqtikidan gamomdinare, komunikaciis eleqtronuli formebis gamoyeneba sagrZnoblad amcirebs organizaciul, droiT da biznesis mTliani infrastruqturis (reklama, SekveTebis gaformeba da a.S.) xarjebs. Sedegad miiReba axali ekonomikuri modeli, romelic bazirebulia informaciis globalur eleqtronul gacvlaze. es iZleva safuZvels iTqvas, rom uaxloes momavalSi Camoyalibdeba internetze dafuZnebuli axali sabazro gaerTianeba. igi uzrunvelyofs kompaniis iaf da mudmiv reklamas, servisis amaRlebas.

internet-qselis erT-erT ZiriTad funqcias, rogorc realur droSi (informaciis gadacema da komunikacia), aseve Secvlil masStabSi (Senaxva, ganawileba da informaciis warmodgena) warmoadgens efeqturi marketinguli gacvlis uzrunveyofa. igi adamianebs aZlevs Seuferxebeli urTierTkavSiris saSualebas, rasac mivyavarT saerTaSoriso garigebis urTierTSeuTanxmeblobasTan internet-qselSi (marketinguli qmedebebi, SekveTebis ganlageba, gadaxdebi, kontraqtebis Tanqona, pretenziebi da reklamaciebi) da realur fizikur garemoSi (fiziologiuri logistikuri qmedebebi da fizikuri distribucia).

interneti axali aTaswleulis revoluciuri teqnologiaa, romelic aZlierebs momxmareblebisa da biznesebis urTierTkavSirs. axali ekonomikis TiTqmis yvela inovacias Soris, romelTac bolo aTwleulSi iCines Tavi, internetma yvelaze mniSvnelovani roli Seasrula. kvlevebi cxadyofs, rom momxmareblebi mniSvnelovani cxovrebiseuli gadawyvetilebebis miRebamde, informacias internetis meSveobiT iReben. yoveli sami momxmareblidan erTi maqsimalurad eyrdnoba internetis informacias iseT qmedebaTa ganxorcielebisas, rogoricaa manqanis yidva, samsaxuris moZebna, avadmyofobis dadgena, Tu investiciebTan dakavSirebuli gadawyvetilebebis miReba.⁶⁰

interneti, rogorc informaciuli teqnologiebis globaluri eleqtronuli bazari, teqnikuri, socialur-ekonomikuri da komerciuli fenomenia. igi amave dros unikaluri sistemaa, romelic marketingis efeqtur garemos da saSualebas warmoadgens. internetma safuZveli Cauyara eleqtronul civilizacias. informaciis done da informaciuli teqnologiebi gansazRvravs nebismieri qveynis ganviTarebas.

eleqtronul bazarze xdeba warmoebis procesebis realizeba, marketinguli kvleva, vaWroba, angariSsworeba, monacemTa gacvla. interneti saqonlisa da momsaxurebis Sesaxeb informaciis ZiriTadi wyaro da gasaRebis arxia, biznesis marTvis instrumentia.

eleqtronul bazarze monawile subieqtebis mier nebismieri saqmianoba da urTierTqmedeba xdeba informaciuli teqnologiebiT, rogoricaa yidva-gayidva (eleqtronuli vaWroba); eleqtronuli teqnologiebiT biznes-procesebis ganxorcieleba (eleqtronuli komercia); marketinguli operaciebi internet-garemoSi (eleqtronuli marketingi).

eleqtronuli biznesiT xorcieldeba biznes-procesebis realizacia sainformacio da telekomunikaciuri teqnologiebisa da sistemebis gamoyenebiT.⁶¹ igi iseTi saqmiani aqtivobaa, romelic iyenebs globaluri informaciuli qselis SesaZleblobebs mogebis misaRebad. eleqtronuli biznesis ZiriTadi Semadgenelia eleqtronuli marketingi.⁶²

kvlevam gviCvena, rom internetma moaxdina marketingis transformireba. Sedegad gamovlinda axali Taviseburebani, maxasiaTeblebi da upiratesobani. aRniSnulma gansazRvra marketingis ganviTarebis axali etapi _ eleqtronuli marketingis formireba, romelic warmoiSva internetis qselis ganviTarebasTan erTad. internet-qselisa da informaciuli teqnologiebis gavrcelebam xeli Seuwyo am axali mimarTulebis warmoqmnas. interneti gaxda ZiriTadi sfero marketinguli codnis gamoyenebisaTvis, romlis ganviTarebasTan erTad viTardeba eleqtronuli marketingis mecnierebac. faqtobrivad eleqtronuli marketingi wyvets im amocanebs, rasac Ceulebrivi marketingi. sxvaoba imaSia, rom eleqtronuli marketingis SemTxvevaSi marketologi iyenebs im instrumentebsa da upiratesobebs, romlebsac iZleva interneti.

eleqtronul marketingSi strategiuli gadawyvetilebebis safuZvelia marketinguli informacia da informaciuli baza.⁶³ eleqtronul marketingSi kompaniebis ZiriTad strategiaa loialurobis SenarCuneba. loialuroba gulisxmobs momxmareblis grZelvadian urTierTobas kompaniasTan.⁶⁴ momxmareblis SenarCuneba SesaZlebelia mxolod loialurobis mopovebiT da amaRlebiT. eleqtronul bazarze loialuroba warmatebis centraluri pirobaa.⁶⁵

eleqtronuli marketingis kvlavaSi gamoiyeneba marketing-miqsi, e.w. 4P-is kompleqsi: produqti (Product), fasi (Price), gavrceleba (Place), stimulireba (Promotion) da 7С-s integrirebuli modeli: xelsayreloba (Convenience); Semcveloba (Content); personaluroba (Customisation); sazogadoeba (Community); urTierTqmedeba (Connectivity); myidvelebze zrunva (Customer Care); komunikacia (Communication) elementebi.⁶⁶ eleqtronuli marketingis kompleqss SeiZleba daematos kidev erTi komponenti - monacemTa damuSaveba (Processing), rac ganpirobebulia marketingul saqmianobaSi Tanamedrove teqnologiebis gamoyenebiT.⁶⁷ metad mniSvnelovania marketinguli kompleqsis elementebis integracia da konvergencia. saitis dizaini da navigacia ganekuTvneba marketingis kompleqsis kvlevis oTxive elements.⁶⁸

eleqtronuli biznesis kvleva sam etapad iyofa: pirvel etapze - eleqtronuli biznesi Seiswavleba erTi organizaciis farglebSi lokaluri qselis daxmarebiT (aseTi qselebi internetis standartebs iyeneben informaciis eleqtronuli gacvlisaTvis). organizaciis muSakebi sargebloben TavianTi organizaciis saitiT. aseTi saitebi danarCeni kibersivrcisagan daculia. mosargebleebs sxva organizaciebidan ar SeuZliaT sargebloba mocemuli kompaniis Sida informaciiT. Tuki kompania Tavis TanamSromlebs saqonels ufro dabali fasebiT miyidis da amis Sesaxeb cnobili gaxdeba kompaniis farglebs gareT, myidvelebs SeuZliaT moiTxovon, rom kompaniam maTTvisac Seamciros fasebi.

eleqtronuli biznesis kvlevis meore etapze meTodurad xorcieldeba garigebebis Sefaseba kompaniebs Soris Sida qselebis urTierTqmedebis farglebSi. amasTan, organizaciisTvis xelmisawvdomi xdeba partnioris informacia, romelic daxurulia sxva mosargebleebisaTvis. Cveulebriv partniorisTvis xelmisawvdomi xdeba kompaniis informaciis Zalian mcire nawili, romlis gareSec SeuZlebelia efeqtiani TanamSromloba. kompaniebis SemaerTebeli qselebi arsebobda internetis gaCenamdec, Tumca, maTi dayeneba Zalian Zviri jdeboda. internetis wyalobiT ki sakuTari qselebis Seqmnisa da gamoyenebis xarjebi mkveTrad Semcirda.

kvlevis mesame etapze Seiswavleba biznesi momxmareblebisaTvis. es modeli sxvebze ukeTaa ganviTarebuli da mosargebleTa umetesobisTvis TvalsaCinoa.

eleqtronuli biznesis is upiratesobebi, romlebic kompaniebs aRniSnuli miznebis miRwevis saSualebas aZleven, internetis upiratesobebis analogiuria.

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  internetis qseli xelmisawvdomia msoflios nebismier wertilSi, dReRamis nebismier monakveTSi da gamosasvleli dReebis gareSe.
  
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  interneti martivi mosaxmaria, misi saboloo Rirebuleba ki SedarebiT dabalia.
  
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  informaciis gavrcelebis siCqare qselSi Zalian maRalia, bevri procesi ki realuri drois reJimSi mimdinareobs.
  
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  movaWreTa xarjebi qselSi Zalian dabalia gavrcelebis tradiciul arxebTan SedarebiT.
  

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  interneti interaqtiuri urTierTobis SesaZleblobas qmnis da Ria, sayovelTaod xelmisawvdom standartebzea dafuZnebuli. momxmarebels advilad SeuZlia kompaniebis winadadebebis Sedareba.
  

eleqtronuli komercia eleqtronuli biznesis mTavari Semadgeneli nawilia. igi gvTavazobs internetSi iseTi formebs, rogoricaa kompaniis saqmianobisa da informaciis Semcveli veb-gverdi, romelic faqtobrivad eleqtronul savizito baraTia, radgan radgan sareklamo xasiaTis samsaxurs atarebs. aseve sayuradReboa eleqtronuli katalogi, eleqtronuli vaWroba, eleqtronuli maRaziebi, eleqtronuli buRaltruli aRricxva da a.S.

eleqtronuli komerciis zogad modelSi klasificirebulia ZiriTadi biznesurTierTobebis Semdegi meTodebi:

a) biznes-biznesi (business-to-business, B2B) meTodi;

b) biznes-momxmarebeli (business-to-consumer, B2C) meTodi;

g) biznes-mTavroba (business-to-government, B2G) meTodi;

ganvixiloT SedarebiT gavrcelebuli meTodi, e.w. biznes-biznesis (business-to-business, B2B). es meTodi firmaTaSorisi (sawarmoTaSorisi) eleqtronuli komerciaa, romelic moicavs yvela donis informaciul kavSirs kompaniebs Soris. B2B sistemebis danergvis Sedegad, ama Tu im kompaniiT dainteresebul nebismieri pirs, geografiuli adgil-mdebareobis miuxedavad, SesaZlebloba eqneba gaecnos kompaniis pirobebs, mimdinare momsaxurebas, ganaxorcielos SekveTa, yidva, dagegmos miwodeba, gansazRvros transportirebis vadebi, xerxebi, xarjebi da a.S.

meore meTodi, e.w. biznes-momxmarebeli (business-to-consumer, B2C) eleqtronuli komerciis is SemTxvevaa, sadac myidveli kerZo piria. magaliTad, internetmaRazia, fasiani sainformacio samsaxuri da a.S.

mesame meTodiT, e.w. biznesi-mTavroba (business-to-government, B2G) kompaniebi sagadasaxado da saregistracio procedurebs gadian eleqtronuli qselis saSualebiT. es meTodi ganviTarebul samyaroSi ufro prioritetulia, Tumca misi intensiuri ganviTarebis tendencia sxva regionebSic TandaTanobiT Zlierdeba.

internetSi arsebuli informaciuli resursebis kvleva gvarwmunebs, rom isini erTmaneTisagan gansxvavdeba misawvdomobiTa da RirebulebiT. arsebobs fasiani da ufaso informacia. internet-resursebis umravlesoba meoradi monacemia, e.i. Sekrebili da gaanalizebulia, xolo monacemTa aqtualurobisa da sandoobis xarisxis Semowmeba rTulia. internetSi mocemuli meoradi informacia Seqmnilia sxva problemis gadasawyvetad. Sesabamisad, is SeiZleba iyos xandazmuli, arasruli, ar hqondes pirdapiri urTierToba gadasawyvet problemasTan, ar iyos sarwmuno. xSir SemTxvevaSi, internetSi arsebuli monacemebi Seicaven uzustobebs. komerciuli samsaxurebi xSirad gaurbian pasuxismgeblobas cnobarebSi arsebuli informaciis sisworeze. es dakavSirebulia imasTan, rom komerciuli samsaxurebi qmnian monacemTa bazebs sxvisgan gadmoRebuli wyaroebidan, xolo monacemebis dazusteba da Semowmeba Secdomebis garantias ar iZleva.⁶⁹ marketinguli gadawyvetilebebisaTvis ki saWiroa zusti da „saimedo“ pirveladi informacia, romelic marketinguli kvlevebiT miiReba.⁷⁰