monacemTa kvleva-Ziebis etapebi samedicino marketingSi

doc. Gg. kuxalaSvili, doc. Mm. kereseliZe, doc. Nn. CixlaZe

bazris Seswavlis procesi marketingis umniSvnelovanesi elementia da mas marketingul kvlevas uwodeben (marketing research).

marketinguli kvlevis Teoriis safuZvlebi, bazris Semswavlel sxvadasxva mecnierebaTa meTodologiaa, romelic damuSavebulia da adaptirebulia marketingul miznebTan. marketinguli marTva, garkveulwilad, gadawyvetilebis miRebis Tavisufali arCevis saSualebas iZleva, xolo marketinguli kvlevis, praqtikisa da Teoriis safuZveli mkacrad gansazRvruli mecnieruli midgomaa. marketinguli kvleva moicavs statistikis, ekonometriis, sociometriis, kvalimetriis, biheviorizmisa da specifiuri araformaluri marketinguli xerxebis sinTezs.

marketinguli kvleva - bazris Sefasebis, tendenciebisa da kanonzomierebebis gamovlenis meTodia. amave dros marketinguli kvleva akmayofilebs marketingis erT-erT ZiriTad moTxovnilebas - iZleva bazris ganviTarebis prognozirebis saSualebas.

1. sociometria - mosaxleobis garkveuli jgufis struqturisa da funqcionirebis amsaxveli raodenobrivi maCveneblebis mopovebisa da analizis meTodebi.

2. kvalimetria - nawarmis xarisxis raodenobrivi Sefasebis meTodologia.

3. biheviorizmi - mecniereba gemovnebisa da upiratesobebis miniWebis Sesaxeb, kerZod moTxovnilebaTa reaqciebze saqonlis SemoTavazebis xarisxobriv cvlilebebze.

marketingul kvlevaSi gamoyofen erTmaneTisgan gamomdinare sam qvesistemas, romelic moicavs xuT ZiriTad etaps. (ix. sqema 1).

^^^ I. etapi informaciis mopoveba da damuSaveba

^II. etapi informaciis analizi da prognozireba

{

III. etapi daskvnebi da rekomendaciebi, marketinguli kvlevis Sefaseba.

sqema 1. marketinguli kvlevis etapebis funqcionaluri sqema.

marketinguli kvlevis qvesistemebia:

1. marketinguli kvlevis dagegmva da momzadeba (I da II etapi)

2. informaciis mopoveba, damuSaveba, dajgufeba da sainformacio bankis Seqmna ( III etapi).

3. monacemTa gamoyeneba, analizi, prognozi, rekomendaciaTa SemuSaveba (^IV da V etapi).

ganasxvaveben marketinguli kvlevis or mimarTulebas:

1. meoradi (ukve arsebuli) informaciis damuSaveba (Desk-research)

2. konkretuli marketinguli analizisaTvis saWiro specialur monacemTa mopoveba da damuSaveba (Field-research).

orive mimarTuleba wyvets konkretul amocanebs da amave dros avsebs erTmaneTs.

marketinguli gamokvlevebis Sedegad mopovebuli informacia marketinguli garemosa da mocemuli samedicino dawesebulebis SesaZleblobebis segmentis SerCevis safuZvelia.

marketinguli meTodologiis Tvalsazrisad, 20 saukuneSi mwarmoeblisa da momxmarebelTa urTierTobebma evolucia ganicada. Tu saukunis dasawyisidan sabazro urTierTobebi ZiriTadad mogebis miRebas emyareboda, 70-ian wlebSi gaCnda marketingis koncefcia, rogorc moTxovnilebaTa dakmayofilebis strategia. dRes ukve saubaria sazogadoebis interesebis dacvaze. socialur-eTikuri marketingis koncefcia samive faqtoris – (mogebis miRebis, moTxovnilebaTa dakmayofilebisa da sazogadoebis interesebis dacvis) ganxorcielebis safuZvelia.

marketinguli koncefciaTa realizacia marketingis marTvasTan dakavSirebuli Tanmimdevruli etapebis ganxorcielebas gulisxmobs. Tavis mxriv TiToeuli etapi samuSaoTa ramodenime aspeqts moicavs. amgvarad marketingis marTvis procesi rTuli kompleqsuri struqturaa, romelsac Semdegi saxe aqvs.

1. sabazro SesaZleblobaTa analizi

a) marketingul kvlevaTa Catareba da informaciis mopoveba.

b) marketinguli garemos Sefaseba da sabazro SesaZleblobaTa organizacia.

2. miznobrivi bazrebis SerCeva

a) moTxovnilebaTa moculobis Sefaseba

b) bazris danawevreba da miznobrivi segmentis SerCeva.

3. marketingis kompleqsis SemuSaveba

a) saqonlis an momsaxurebis SemuSaveba

b) faswarmoqmna

g) saqonlis an gavrcelebis meTodebis SerCeva

d) gasaRebis stimulirebis sistemis SemuSaveba.

4. marketingul RonisZiebaTa realizacia

a) ganviTarebis strategiis arCeva

b) saqmianobis mokle da grZelvadiani dagegmareba

g) marketingul RonsZiebaTa Sesrulebaze kontrolis sistemis SemuSaveba.

marketingul kvlevebSi monacemTa mopovebis, damuSavebisa da analizis statistikur meTodebs metad mniSvnelovani adgili uWiravs.

marketinguli kvlevebis organizacia garkveuli wesebisa da SemuSavebuli meTodologiiT xorcieldeba.

marketingul kvlevaTa mizani _ samedicino momsaxurebis bazarze arsebuli obieqturi informaciis mopoveba da analizi, samedicino daxmarebis aRmoCenis strategiis daxvewaa, momsaxurebaze moTxovnilebis ufro sruli dakmayofilebisaTvis. amitom samedicino momsaxurebis marketingisaTvis metad mniSvnelovania mosaxleobis janmrTelobisa da jandacvis statistikur maCvenebelTa srulyofili sistemis Seqmna da analizi. samedicino bazari gamosaxuli unda iyos statistikur maCvenebelTa sistemiT. gansakuTrebuli mniSvneloba eniWeba mosaxleobis avadobisa da sikvdilianobis statistikuri maCveneblebis Seswavlas, romelTa mopoveba winaswar da detalurad SemuSavebuli gegmiT warmoebs, da romelic miznad isaxavs programul-meTodologiuri da organizaciuli sakiTxebis gadaWras.

marketingis teqnologiebSi gamoiyeneba arasruli dakvirvebis meTodebi. kerZod ki - SerCeviTi meTodi. monacemTa SerCevis xerxebidan xSirad sakuTriv - SemTxveviT, meqanikur seriuls an tipiurs mimarTaven. SerCeviTi erTobliobis reprezentatulobis uzrunvelyofisaTvis aucilebelia ori ram: jer erTi, SerCeviTi erToblioba unda asaxavdes generaluri erTobliobis Tvisebebs, rasac SerCevis wesebis dacva ganapirobebs da meorec - SerCeviT erTobliobas unda gaaCndes sakmarisi moculoba.

statistikur maCvenebelTa Seswavlis daskvniTi etapi monacemTa bankSi arsebuli masalis analizia. Sesaswavli movlena umeteswilad gamosaxulia absolutur ricxvebSi, statistikuri analizisas aucilebelia maTi transformacia SefardebiT maCveneblebad, rac monacemTa urTierTSedarebis saSualebas iZleva.

umetes wilad gamoiyeneba eqstensiuri da intensiuri maCveneblebi, Tanafardobisa da TvalsaCinoebis koeficientebi.

sxvadasxva asakobrivi struqturis gavlenis eliminirebisaTvis sargebloben standartizebuli koeficientebiT, romelTa gamoangariSebisaTvis SearCeven standartizaciis pirdapir meTods. monacemTa dinamikis SeswavlisaTvis gamoiyeneba matebis tempi, TvalsaCinoebis maCvenebeli, dinamikuri mwkrivebi.

marketingul gadawyvetaTa dasabuTebisaTvis gamoiyeneba dispanseruli, korelaciur-regresiuli da mraval-ganzimilebiani analizis meTodebi.

marketinguli kompleqsis SemuSaveba ramdenime etaps moicavs. es aris momsaxurebaTa SemuSaveba, fasebis dadgena, saqonlis anu samedicino momsaxurebis gavrcelebis meTodebis SerCeva da realizaciis stimulirebis sistemis SemuSaveba. samuSaoTa aRniSnuli aspeqtebis Sesrulebis Sedegad organizacia ganaxorcielebs marketingul RonisZiebebs, anu irCevs ganviTarebis strategias.

amgvarad, sabazro ekonomikur urTierTobaTa da samedicino dazRvevis pirobebSi marketingis koncefcia samneidicno statistikuri monacemebis mopovebis, dajgufebis da analizis (anu marketinguli kvlevis ZiriTadi etapebis) safuZvelze gvTavazobs jandacvis axali ekonomikuri subieqtebis - samedicino sadazRvevo organizaciebis warmoqmnasa da ganviTarebas, romelebic Tavis mxriv uzrunvelyofen samkurnalo-profilaqtikur dawesebulebebsa da pacientebs Soris kavSirs, axorcieleben Tanxebis akumulacias, anazRaureben gaweuli samedicino momsaxurebis Rirebulebas.

gamoyenebuli literatura

1. d. ZnelaZe; sabazro ekonomikaze gadasvlis problemebi. Tbilisi 1991w.

2. А. Н. Зубец. Страховой маркетинг, Москва «Анкил», 1998

3. Ф. Котлер. Основы маркетинга. М., «Прогресс», 1990

4. Badoc M. Marketing management pour la banque et l’assurance eoropeene. Les editions d’organisation. Paris, 1986.

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Stages of data research in medical marketing

Doc. G. Kukhalashvili, doc.M. Kereselidze, doc. N. Chikhladze

Summary

The article deals with the main stages of marketing research, as well as significance of statistic indices of healthcare in the process of analysis of possibilities of the medical market.