saxelovnebo mecnierebaTa Ziebani #1 (38), 2009 ART SCIENCE ...

nino xuciSviliinternet-teqnologiebis gamoyeneba marketingul saqmianobaSiradgan marketingis ZiriTadi mizani mainc produqtis winwaweva da gayidvaa, amisaTvis gverds ver avuvliT erT-erTwarmatebul gzas, reklamas, internetSi. aseve momxmareblisda maTi moTxovnis Seswavla-analizisaTvis saWiroa Catardesmarketinguli kvlevebi internetis meSveobiT. zemoT CamoTvlilisaSualebebi da gzebi namdvilad xels Seuwyobs marketingulisaqmianobis ganxorcilebaSi.marketingis miznebi kulturaSi orientirebulia, pirvelrigSi, bazris moZiebaze da Semdeg auditoriis Seswavlaze dagazrdaze, produqtis popularizaciaze. kulturis sferosmomxmarebels aqvs saSualeba, swrafad, konfidencialurad,saxlidan gausvlelad miiRos informacia kompaniis da misiproduqciis Sesaxeb. SeiZinos bileTebi, xelovnebis nimuSebi.internet-teqnologiebi ki ayalibebs axal, aqtualur da, xSirSemTxvevaSi, martiv gzebs marketinguli saqmianobisaTvis.mniSvnelovania kompaniis web-gverdi, romelic mis saxeswarmoadgens da misi saSualebiT SegviZlia marketingulisaqmianobisaTvis aucilebeli informacia miviRoT. web-gverdisgamoyenebiT marketingis menejerebs SeuZliaT: auditoriasTan mizanmimarTuli saqmianoba; auditoriis daintereseba; detaluri infromaciis gadacema; aqtualuri da operatiuli infromaciiT uzrunvelyofa; interaqtiuli urTierToba da ukukavSiri; pirdapiri gayidvebi; statistikis warmoeba da analizi; kvlevebisa da gamokiTxvebis warmoeba.web-gverdi maqsimalurad efeqturi unda iyos, misivizualuri gaformeba mniSvnelovania. dizaini amave dros martivida gasagebi unda iyos, momxmarebelma Seucdomlad da adviladunda moipovos misTvis saWiro informacia.dRevandel dRes internetSi didi raodenobis informaciaawarmodgenili, maT Soris: romelime organizaciaze sxvadasxvaanalitikuri da finansuri informacia, politikis da ekonomikissiaxleni da uamravi sxva. organizaciaTa umravlesobas,miuxedavad mimarTulebebisa, aqvs Tavisi warmomadgenlobainternetSi (web -gverdi), sadac kompaniis moRvaweobis,SeTavazebebis, moTxovnilebebis Sesaxeb informaciaawarmodgenili. aqedan gamomdinare, internetiT warmoebulikvleva saukeTeso gzas warmoadgens. sxva kvlevebisgangansxvavebiT aseTi saxiT Catarebuli kvleva saSualebas iZleva,sasurveli informacia sakmaod operatiulad da didimoculobiT SeiTvisos organizaciam. es aseve aucilebeliakompaniis saqmis warmoebis strategiis ganviTarebisaTvis, bazriscvlilebebze swrafi reagirebisa da sareklamo saqmianobiswarmoebisaTvis.interneti – marketingis mxolod erT-erTi iaraRia, anu,kidev erTi marketinguli arxi organizaciis saerTomarketingul kompleqsSi. internetis momxmarebelTa raodenobaukve zogadad masobrivi informaciis saSualebebs (masmediis),auditorias utoldeba, amitom aucilebelia ganvsazRvroTmarketinguli strategiis ganviTarebisas, aris Tu ara internetismomxmarebeli Cveni mTliani auditoriis garkveuli nawilida ramdenad advilia momxmarebelTa internetis meSveobiTmozidva. interneti Zalian did gavlenas axdens msoflioSiinformaciis gavrcelebaze. rogorc socialuri movlena –interneti globaluri sakomunikacio saSualebaa, romelicuzrunvelyofs teqsturi, grafikuli, aduio Tu videoinformaciis gacvlas da xelmisawvdomobas. _ onlain servisebiteritoriuli Tu nacionaluri sazRvrebis gareSe, _ es ariskvlevis efeqturi instrumenti, romelic xels uwyobs vaWrobisda biznesis auditoriasTan urTierTobas. internetisganviTarebasTan erTad swrafad icvleba mmarTvelobiTi midgomabiznessa da marketingSi, romelic misi erT-erTi nawilia.m. dragiSeviC-SeSiCi, branimir stoikoviCi, `kultura, menejmenti, animacia,marketingi~, Tbilisi, 2007.s. razmaZe, `internetis Tanamedrove teqnologiebi~, Tbilisi, 2003.g. armstrongi, a. kotleri, `marketingis safuZvlebi~, 2005.www.wikibooks.org174 175