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Диагностический менеджерский анализ фирмы

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Einoeooo Iieiae?aee

Aeeaaiinoe/aneee aiaeec i?aaiecaoeee

(?aeeaiiia aaaionoai “E?aniue Ia?oecai”)

?oeiaiaeeoaeue: E. A. Inoaoeeia

Auiieieee: A. A. Iioi?ei

I. E. Aia?yeia

A. A. Oa?aneeia

N.TH. Naeoiaa

Iineaa 1997Auae?aaony ?aeeaiiia aaaionoai “E?aniue Ia?oecai”.
TH?eaee/aneay oi?ia – Cae?uoia Aeoeeiia?iia Iauanoai. Oi?ia
nianoaaiiinoe – /anoiay. Oa?aeoa? i?iecaiaenoaa – i?iecaiaenoai oneoa.
Iaoa i?aaei?eyoea caieiaaony neaaeothueie aeaeaie aeayoaeueiinoe:
?ac?aaioea eiiieaeniuo ?aeeaiiuo eiiiaiee, ?aciauaiea e caeoiea
iineoaeae, oaea-aeaeai ?aeeaia, ia?oaeiay ?aeeaia e iieea?aoey,
i?iaaaeaiea i?acaioaoeee, a oae aea iiaeaeueiue aecian, aeeth/athuee a
naay e oeieo iaiaeaiueoe. I?aaei?eyoea n oi/ee c?aiey oaoiieiaee
yaeyaony iaeina?eeiui. Aeaiiia i?aaei?eyoea eniieuecoao neaaeothuea
aeaeu ?ano?nia:

Iaoa?eaeueiua (Iai?oaeiaaiea, o?ainii?o, yia?aiiineoaee, ?anoiaeiua
iaoa?eaeu, oiaeiaea)

Eioi?iaoeeiiiua (I eeeaioa, i naieo iinoaaueeao, i eiieo?aioao, i oeaiao
ia aeaiiii ?uiea, i iiyaeaiee iiauo oaoiieiaee a yoie noa?a
aeayoaeueiinoe, i ?uiea o?oaea)

O?oaeiaua (Ia?niiae oe?iu)

Oeiainiaua ( N/?o a aaiea, e?aaeeo)

Iaiaoiaeeiay /eneaiiinoue oi?aaeai/aneiai ia?niiaea yaeyaony
neaaeothuae:

4 oii-iaiaaeaea?a

11 iaiaaeaea?ia n?aaeiaai caaia

Iauay /eneaiiinoue ?aaioathueo – 95 /aeiaae.

I?eioeeiu ?acaeaeaiey o?oaea: ia iniiaaiee ooieoeeiiaeueiie e
i?ioanneiiaeueiie i?eiaaeeaaeiinoe. No?oeoo?a i?aaei?eyoey i?aaenoaaeaia
ia NOAIA 1.

I?e i?aaenoaaeaiee i?aaei?eyoey eae nioeeioaoie/aneoth nenoaio
i?eoiaeeony ?anniao?eaaoue, nia/aea oaoie/aneoth e nioeeaeueioth /anoe
ioaeaeueii.

Oaoie/aneay nenoaia iaoae i?aaiecaoeee aeeth/aao a naay: iai?oaeiaaiea,
eaieoae, caeaiea, o?ainii?o, enoi/ieee eioi?iaoeee.

Nioeeaeueiay nenoaia “E?aniiai Ia?oecaia” i?aaenoaaeaia ia?niiaeii
oe?iu, anai iiiaeanoaii nioeeaeueiuo ioiioaiee, eiiioieeaoeee, eae
iaaeaeo eeeaioii e ia?niiaeii, oae e aioo?eoe?iaiiuie, iiuoii a iauaiee.

Acaeiiaeaenoaey nioeeaeueiie e iaoa?eaeueii-aauanoaaiiie nenoaiaie
i?ienoiaeeo ia iniiaa aioo?aiieo iio?aaiinoae i?aaiecaoeee, iai?aaeaiiuo
ia ?aoaiea iinoaaeaiiuo caaea/.

Iiiuoea i?iaiaeece?iaaoue aiaoiea oaeoi?u aicaeaenoaey ia i?aaiecaoeeth
auaeyaeeo oaeei ia?acii:

Oaeoi?u i?yiiai aicaeaenoaey.

Oaeoi?u einaaiiiai aicaeaenoaey.

Ninoiyiea yeiiiieee

Iieeoe/aneay ianoaiiaea

Iaaeaeoia?iaeiua niauoey

Yeieiae/aneea oaeoi?u

IOI

Nioeeieoeueoo?iua oaeoi?u

Eeeiaoe/aneea

Iiae neiaeiinoueth aiaoiae n?aaeu iiieiaaony /enei oaeoi?ia ia eioi?ua
i?aaiecaoeey iaycaia ?aaae?iaaoue, a oae aea o?iaaiue eciai/eainoe
eaaeaeiai oaeoi?a. Ia iao acaeyae neiaeiinoue aiaoiae n?aaeu ia aunieay,
iioiio /oi /enei oaeoi?ia aiaoiae n?aaeu ioiineoaeueii ia aieueoia e eo
aa?eaoeaiinoue iiaeii i?eaeeceoaeueii i?iaiice?iaaoue.

Iiaeaeaeiinoue n?aaeu – yoi nei?inoue n eioi?ie i?ienoiaeyo eciaiaiey a
ie?oaeaiee i?aaiecaoeee. Iu n/eoaai, /oi eae e neiaeiinoue,
iiaeaeaeiinoue aiaoiae n?aaeu iaoae oe?iu iaaunieay. Iaeie ec iaeaieaa
aeeiaie/iuo oaeoi?ia, eioi?ua iu ?anniao?eaaai anoue IOI e eiieo?aiou.

Eiieo?aiou – yoio oaeoi? iaeei ec iaeaieaa aeeiaie/ii iaiythueony, ii
nei?inoue aai eciaiaiey (iiaeaeaeiinoue) ia ianoieueei auniea, /oi au
ieacuaaoue ia iaoo i?aaiecaoeeth aeiaaeueiia aicaeaenoaea.

IOI – Nei?inoue eciaiaiey IOI canoaaeyao aieueoeinoai no?oeoo? iaoae
i?aaiecaoeee neaaeeoue e aaeaeaaoii ?aaae?iaaoue ia iiaeiee
iiyaeythueany a ?acoeueoaoa i?ia?anna.

Iaii?aaeaeaiiinoue aiaoiae n?aaeu – ieceay, iioiio /oi iu eiaai anaai
eeoue o?e oaeoi?a iaii?aaeaeaiiinoue eioi?uo ioiineoaeueia auniea e
ia?a/eneyaony a ii?yaeea oaaee/aiey iaii?aaeaeaiiinoe. Yoi:

Iinoaaueee.

Eeeaiou.

Eiieo?aiou.

Acaeiinaycaiiinoue oaeoi?ia aiaoiae n?aaeu – yoi o?iaaiue neeu, n
eioi?ie eciaiaiea iaeiiai oaeoi?a aicaeaenoaoao ia ae?oaie oaeoi?.
Acaeiinaycaiiinoue oaeoi?ia aiaoiae n?aaeu, iaoae i?aaiecaoeee, ieceay
iioiio, /oi eeoue aeaa oaeoi?a aiaoiae n?aaeu iiaoo ieacaoue na?ueaciia
aeeyiea ia ana ae?oaea oaeoi?u e niioaaonoaaiii ia aeayoaeueiinoue
oe?iu. Yoi:

A?oiia yeiiiie/aneeo oaeoi?ia e

A?oiia iieeoe/aneeo oaeoi?ia.

6. Aea?aai oeaeae ?aeeaiiiai aaaionoaa “E?aniue Ia?oecai” eiaaony ia
NOAIA 2. Iienaiea nenoaiu eiio?iey a aeaiiie oe?ia auaeyaeeo neaaeothuei
ia?acii:

Nicaeaia nenoaiu ieaie?iaaiey nio?oaeieeaie naiae ?aaiou ia iaaeaeth, a
ienueiaiiii aeaea e i?aaeinoaaeaiea io/?oa ?oeiaiaenoao.

Eiio?iee?oaony naiaa?aiaiiia auiieiaiea ?aaioieeaie iinoaaeaiiuo caaea/.

Iioeae?iaaiea ?aaioieeia e noeioee?iaaiea eo aeayoaeueiinoe aaae?ony ii
ieaeai?eaaae?iiie noaia:

I?aie?iaaiea ?aaioieeia i?iecaiaenoaaiiuo ioaeaeia a neo/aa auiieiaiey
iieo/aiiiai caaeaiey aein?i/ii, i?e niioaaonoaothuai caaeaieth ea/anoaa.

I?e oaea/iii i?ioiaeaeaiee caeaca i?aie?iaaiea anao nio?oaeieeia
o/anoaiaaaoeo a ?aaioa iaae caeacii.

Iaoa?eaeueiia iaeacaiea ca ia?ooaiea i?iecaiaenoaaiiie aeenoeeieeiu.

Iaoa?eaeueiia iaeacaiea nio?oaeieeia i?iecaiaenoaaiiuo ioaeaeia ca
iaea/anoaaiiia eee ianaiaa?aiaiiia auiieiaiea ii?o/aiiie ?aaiou.

Iaoa?eaeueiia iaeacaiea (aieioue aei oaieueiaiey) ca oaeaoiia ioiioaiea
e nianoaaiiie ?aaioa.

Aaaaeaiea iaoa?eaeueiie ioaaonoaaiiinoe ca ii?/o iao. oeaiiinoae
i?eiaaeeaaeaueo oe?ia.

No?oeoo?a e oa?aeoa?enoeea ia?niiaea: ia?niiae aeaeeony ia
i?iecaiaenoaaiieeia e iai?iecaiaenoaaiieeia. Oa?aeoa?enoeee
i?aaeuyaeyaiua e ia?niiaeo, i?eaiaeyony a aeaiiie oaaeeoea:

I?iecaiaenoaaiieee Iai?iecaiaenoaaiieee

– I?ioanneiiaeeci – I?ioanneiiaeeci

– Ianoaiaea?oiinoue iuoeaiey – Eiiioieeaaaeueiinoue

– Ioaaonoaaiiinoue – Ioaaonoaaiiinoue

– Niiniaiinoue ?aaioaoue a eieeaeoeaa – Eniieieoaeueiinoue

– Oeaeaono?aie?iiinoue

Noeee ?oeiaiaenoaa.

N?aaeiaa caaii iaiaaeaea?ia eiaao eeaa?aeueiue noeeue oi?aaeaiey, aunoaa
aea caaii – aeaiie?aoe/aneee noeeue oi?aaeaiey.

Eeaea?neea ea/anoaa.

O n?aaeiaai caaia iaiaaeaea?ia eeaea?neea ea/anoaa aeieaeiu auoue y?ei
au?aaeaiu, iniaaiii a i?iecaiaenoaaiiie noa?a: iie aeieaeiu oiaoue
i?aaieciaaoue aie?oa naay eieeaeoea. O aunoaai caaia iaiaaeaea?ia – ia
iaycaoaeueii. Ii iaycaoaeueia oaa?aiiinoue a naaa.

Eiiioieeaoeeiiiay noaia iaaeaeo ioaeaeueiuie iiae?acaeaeaieyie “E?aniiai
ia?oecaia” iaoiaeeony ia NOAIA 1. Aeaeaa iienuaaaony i?ioeaaeo?a
i?eiyoey oi?aaeai/aneiai ?aoaiey ia o?iaia oii-iaiaaeaea?ia iaoae oe?iu.

Niinia ?ac?aaioee ?aoaiey – iicaiaie ooo?i.

Aaeaiaaeaeueiua e?aoeia?aiaiiua ieai??ee

Iaycaoaeueiua aaeaiany/iua ano?a/e aeey ?ac?aaioee no?aoaae/aneeo ieaiia
oe?iu.

A ?acoeueoaoa ?aaiou ii au?aaioea ?aoaiee iu iieo/aai neaaeothuea aeaeu
oi?aaeai/aneeo ?aoaiee : I?eeacu e ?aeiiaiaeaoeee.

Niaea?aeaiea

I?eeacia:

*?oei noi?ioee?iaaiiia ?aoaiea, ?ann/eoaiiia ia eiie?aoiia
iiae?acaeaeaiea, iiaeeaaeauaa aacoeinieoaeueiiio, iaycaoaeueiiio
eniieiaieth.

?aeiiaiaeaoeee

Iaeia oi?aaeai/aneia ?aoaiea, iai?aaeaiiia ia eiie?aoiia
iiae?acaeaeaiea, ?aeiiaiaeaoaeueiiai oa?aeoa?a, ianouaa a naaa
eioi?iaoeeth e ?aciuoeaieth e au?aaioaiiia aeey oeo/oaiey ?aaiou
o/?aaeaeaiey.

8. Ienney iaoae i?aaiecaoeee ninoieo a iiauoaiee o?iaiy ea/anoaa
?aeeaiiie i?iaeoeoeee ia ?uiea e oi?ie?iaaiea o ianaeaiey oi?ioaai
aeona. Iaoa i?aaiecaoeey a neeo naiaai no?oeoo?iiai iino?iaiey yaeyaony
iaeiei ec nioeeaeueiuo einoeoooia. Iu inouanoaeyai eiiioieeaoeeiiioth
ooieoeeth a iauanoaa, niinianoaoy iiauoaieth ea/anoaa i?aaeeaaaaiuo
oiaa?ia e oneoa, a oae aea iu yaeyainy ?aaioiaeaoaeyie, /oi naii ii naaa
iaiaeiaaaeii.

Oeeinioey i?aaiecaoeee.

Iu iineoaee eoeueoo?u. A oiai eaeea iu naie caaeneo oi, /oi iu aeaeaai.
Iiyoiio nio?oaeieee oe?iu iinoiyiii (ii ia?a aiciiaeiinoe) aeieaeiu
noa?aoueny iiauoaoue naie eoeueoo?iue e ia?aciaaoaeueiue o?iaaiue. Yoi
iiaeao au?aaeaoueny a iai?a?uaiii iiauoaiee naiaai i?ioanneiiaeecia e
?acaeoee ee/iuo eoeueoo?iuo i?aaeii/oaiee. Iaiaoiaeeii auoue aaaeeeaui
ni anaie aaniethoii. ?aaioieee aeieaeiu oi?ioi auaeyaeaoue, a
niioaaonoaee n ?aeiiaiaeaoeeyie noeeenoia oe?iu. A oe?ia ?ac?aaioaiu
ei?ii?aoeaiua noaiaea?ou ia aeieoiaioiiai?io aioo?e i?aaiecaoeee.
?oeiaiaenoai ?ac?aaaouaaao i?ia?aiio ii oi?ie?iaaieth ei?ii?aoeaiie
eiyeueiinoe. Iai?eia? niaianoiia i?acaeiiaaiea ?acee/iuo aeao,
i?acaeieeia e Aeiae ?iaeaeaiee. ?oeiaiaenoai aeieaeii auoue ia?acoeiaui
i?eia?ii aeey naieo iiae/eiaiiuo. ?oeiaiaenoao iaiaoiaeeii n iiieiaieai
ioiineony e ioeaeai eee iaa?aaeiinoyi naieo iiae/eiaiiuo.

Iai?eia?, eaoaai?e/ii ia ea?aoue ca iiicaeaiey ia ?aaioo, a
i?aaeoi?aaeeoue, aiciiaeii ianeieueei ?ac. Oe?ia caaioeony i caei?iauea
naieo nio?oaeieeia e iiyoiio ia?eiaee/anee a?aiaeoaony nii?oeaiue cae
aeey nio?oaeieeia. Ia iao acaeyae aeeyiea aioo?aiiae eoeueoo?u, iauaiea
aioo?e iaoae oe?iu aaaeao e oeo/oaieth, a aeaaiia e onei?aieth
auiieiaiey ?aaiou. Aeaaiaea?y iaoi?iaeueiiio ioiioaieth e ?aaioa e
iiaeaea?aeaieth oaeiai ioiioaiey, o nio?oaeieeia aeieaeii
noi?ie?iaaoueny i?aaenoaaeaiea i ?aaioa iaae iauei aeaeii, acaeiiiiiiue,
acaeiiau?o/ea e neaaeaiiinoe a ?aaioa. Oaeiaieuenoaea io ?aaiou a
eieeaeoeaa aeey eaaeaeiai ?aaioieea i?eianao i/aaeaeiua ieiaeu e
iineoaeeo iieiaeeoaeueiie noi?iiie a ?acaeoee e oaeouae ?aaioa.

9. *oiau ii?aaeaeeoue no?aoaaeth iaoae oe?iu iaaei ii?aaeaeeoue neaaua e
neeueiua a? noi?iiu.

Neeueiua noi?iiu:

iieiue eiiieaen ?aeeaiiuo oneoa i?aaeinoaaeyaiuo eeeaioo

aunieee oai?/aneee iioaioeeae

i?ioanneiiaeeci

niiniaiinoue auno?iai ?aaae?iaaiey ia iiyaeaiea iiauo oaoiieiaee a noa?a
?aeeaiiiai ?uiea e oiaiea oai?/anee eniieueciaaoue iiaeiee iiyaeythueany
a ?acoeueoaoa I.O.I. ia aeaai eeeaioia.

Neaaua noi?iiu:

Ia ia/aeueiii yoaia nouanoaoao i?iaeaia caiai niaoeeaeenoia ethaeueie
oe?iu, yoi i?ienoiaeeo aeaaiaea?y iaeiio eiee/anoao eieeaeoeaa e naycaii
n yeiiiie/aneeie o?oaeiinoyie ia yoaia noaiiaeaiey i?aaiecaoeee.
Neaaeiaaoaeueii i?eoiaeeony iaieiaoue ethaeae ec aia.

Ia?niaeoeaiua iai?aaeaiey:

auoiae ia ?aaeiiu

?ac?aaioea know-how

?anoe?aiea ia?a/iy oneoa

Aiciiaeiua oa?icu ai aiaoiae n?aaea:

eciaiaiea iieeoe/aneie neooaoeee a no?aia, e , eae neaaenoaea, ia?ooaiea
yeiiiie/aneiai aaeaina nenoaiu.

aeiaaeueiua yeieiae/aneea eaoaeeeciu

iaauiieiaiea iaycaoaeuenoa ni noi?iiu iinoaaueeia

iaaeia?iniaanoiay eiieo?aioeey

Ianeieueei yooaeoeaiuo ia?ii?eyoee ii aeinoeaeaieth iinoaaeaiiuo oeaeae.

aacoei?eciaiiia auiieiaiea naieo iaycaiiinoae ?aaioieeaie oe?iu

nicaeaiea iieiaeeoaeueiiai ia?aca oe?iu a aeacao iauanoaaiiinoe

o/anoea a iauanoaaiiuo aeoeeyo naycaiiuo n oio e ?aeeaiiui aecianii

auione eiieo?aioii-niiniaiie i?iaeoeoeee

Caeiiu

Eioi?iaoeey

Iinoaaueee

Eeeaiou

Aaie

Eiieo?aiou

Aini?aaiu

Ianoiay aeanoue

E?aniue

Ia?oecai

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