SWOT ANP PDF
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ﻲﻧﺎﻣﺯﺎﺳ ﮓﻨﻫﺮﻓ ﺖﻳﺮﻳﺪﻣ 1389 ﻥﺎﺘﺴﺑﺎﺗ ﻭ ﺭﺎﻬﺑ ،ﻢﻜﻳ ﻭ ﺖﺴﻴﺑ ﻩﺭﺎﻤﺷ ،ﻢﺘﺸﻫ ﻝﺎﺳ 176 ـ 159 ﺕﺎﺤﻔﺻ ﻱﺮﻴﮔﺭﺎﻛ ﻪﺑ ﺎﺑ ﻲﻧﺎﻣﺯﺎﺳ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻲﺑﺎﻳﺯﺭﺍ ﻭ ﻦﻳﻭﺪﺗ ANP ﻱﺍﻪ ﻜﺒﺷ ﻞﻴﻠﺤﺗ ﺪﻨﻳﺁﺮﻓ ﻭ SWOT ﻱﺎﻫﻝ ﺪﻣ 3ﻱﺩﺮﺠﺘﺳﺩ ﻲﻤﻳﺮﻛ ﺩﻭﻭﺍﺩ ،2ﺮﻘﺤﻣ ﻪﻤﻃﺎﻓ ،1∗ﻲﻜﻠﻣ ﻦﺴﺣ ﺪﻤﺤﻣ ﻥﺍﺮﻬﺗ ﻩﺎﮕﺸﻧﺍﺩ ﺖﻳﺮﻳﺪﻣ ﻩﺪﻜﺸﻧﺍﺩ ﺕﺎﻴﻠﻤﻋ ﺭﺩ ﻖﻴﻘﺤﺗ ﻱﺮﺘﻛﺩ ﻱﻮﺠﺸﻧﺍﺩ .1 ﺱﺭﺪﻣ ﺖﻴﺑﺮﺗ ﻩﺎﮕﺸﻧﺍﺩ ﻊﻳﺎﻨﺻ ﻲﺳﺪﻨﻬﻣ ﺪﺷﺭﺍ ﻲﺳﺎﻨﺷﺭﺎﻛ .2 ﻥﺍﺮﻬﺗ ﻩﺎﮕﺸﻧﺍﺩ ﺖﻳﺮﻳﺪﻣ ﻩﺪﻜﺸﻧﺍﺩ ﺭﺎﻳ ﺩﺎﺘﺳﺍ . 3 (88/11/22 :ﺐﻳﻮﺼﺗ ﺦﻳﺭﺎﺗ ؛88/5/12 :ﺖﻓﺎﻳﺭﺩ ﺦﻳﺭﺎﺗ) ﻩﺪﻴﻜﭼ ﻭ ﺖـﺴﻴﻧ ﻩﺪـﺷ ﻪﺘﺧﺎﻨـﺷ ﻞﻣﺍﻮﻋ ﺯﺍ ﻚﻳ ﺮﻫ ﺖﻴﻤﻫﺍ ﻦﻴﻴﻌﺗ ﻪﺑ ﺭﺩﺎﻗ (1SWOT) ﺪﻳﺪﻬﺗ ﻭ ﺖﺻﺮﻓ ،ﻒﻌﺿ ،ﺕﻮﻗ ﻁﺎﻘﻧ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﺮـﻈﻧ ﺩﺭﻮـﻣ ﻞﻣﺍﻮﻋ SWOT ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﻪﭼ ﺮﮔﺍ .ﺪﻫﺩﻲ ﻤﻧ ﻪﻳﺍﺭﺍ ﻞﻣﺍﻮﻋ ﻦﻳﺍ ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ ﻢﻴﻤﺼﺗ ﻱﺎﻫ ﻪﻨﻳﺰﮔ ﻲﺑﺎﻳﺯﺭﺍ ﻱﺍﺮﺑ ﺍﺭ ﻱﺭﺎﻜﻫﺍﺭ ﻞـﻴﻠﺤﺗ ﻭ ﻪـﻳﺰﺠﺗ ،ﺮﻃﺎـﺧ ﻦﻴـﻤﻫ ﻪـﺑ .ﺪﻧﻮﺷﻲ ﻣ ﻒﻴﺻﻮﺗ ﻲﻠﻛ ﻲﻠﻴﺧ ﻭ ﻪﺻﻼﺧ ﺕﺭﻮﺻ ﻪﺑ ﻻﻮﻤﻌﻣ ﻞﻣﺍﻮﻋ ﺯﺍ ﻚﻳ ﺮﻫ ﺎﻣﺍ ،ﺪﻨﻛﻲ ﻣ ﺺﺨﺸﻣ ﺍﺭ ﺯﺍ ﻲـﻀﻌﺑ (2AHP) ﻲـﺒﺗﺍﺮﻣ ﻪﻠـﺴﻠﺳ ﻞـﻴﻠﺤﺗ ﺪـﻨﻳﺁﺮﻓ ﺵﻭﺭ .ﺪﺷﺎﺑﻲ ﻣ ﺎﻫﺺ ﻘﻧ ﺯﺍ ﻲﺧﺮﺑ ﻱﺍﺭﺍﺩ ﻱﺮﻴﮔﻩ ﺯﺍﺪﻧﺍ ﻭ ﻲﺑﺎﻳﺯﺭﺍ ﻞﺣﺍﺮﻣ ﺭﺩ SWOT ﻪـﺑ ﻞـﻴﻟﺩ ﻦﻴـﻤﻫ ﻪﺑ .ﺩﺮﻴﮔﻲ ﻤﻧ ﺮﻈﻧ ﺭﺩ ﺍﺭ ﻞﻣﺍﻮﻋ ﻥﺎﻴﻣ ﻦﻜﻤﻣ ﻱﺎﻫﻲ ﮕﺘﺴﺑﺍﻭ ﺎﻣﺍ ،ﺪﻨﻛ ﻲﻣ ﻊﻔﺗﺮﻣ ﺍﺭ SWOT ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﻒﻌﺿ ﻁﺎﻘﻧ ﺭﺩ . ﺖـﺳﺍ ﺮـﺗ ﺐ ـﺳﺎﻨﻣ ،ﺩﺮـﻴﮔ ﻲ ـﻣ ﺮـﻈﻧ ﺭﺩ ﺍﺭ ﻞﻣﺍﻮﻋ ﻥﺎﻴﻣ ﻦﻜﻤﻣ ﻱﺎﻫﻲ ﮕﺘﺴﺑﺍﻭ ﻪﻛ SWOT ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﺯﺍ ﻲﺻﺎﺧ ﻞﻜﺷ ﻱﺮﻴﮔﺭﺎﻛ ﻞـﻴﻠﺤﺗ ﺪـﻨﻳﺁﺮﻓ ﺵﻭﺭ ﺯﺍ ﻞـﻣﺍﻮﻋ ﻥﺎـﻴﻣ ﻦـﻜﻤﻣ ﻱﺎـﻫ ﻲ ﮕﺘـﺴﺑﺍﻭ ﻦﺘﻓﺮـﮔ ﺮﻈﻧ ﺭﺩ ﻭ SWOT ﻲﻤﻛ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﻱﺍﺮﺑ ﺮﺿﺎﺣ ﺶﻫﻭﮋﭘ ﻞـﻣﺍﻮﻋ ﻱﺎـﻫﻥ ﺯﻭ ،ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﻞﻣﺍﻮﻋ ﻱﺎﻫﻥ ﺯﻭ ،SWOT ﻞﻣﺍﻮﻋ ﻥﺎﻴﻣ ﻦﻜﻤﻣ ﻱﺎﻫ ﻲﮕﺘﺴﺑﺍﻭ .ﺖﺳﺍ ﻩﺩﻮﻤﻧ ﻩﺩﺎﻔﺘﺳﺍ 3ANP) ) ﻱﺍ ﻪﻜﺒﺷ ﻲﻧﺎﻣﺯﺎـﺳ ﻱﺎـﻫ ﻱﮋﺗﺍﺮﺘـﺳﺍ ﻱﺪـﻨﺑ ﺖـﻳﻮﻟﻭﺍ ،ﻖـﻴﻘﺤﺗ ﻦﻳﺍ ﻑﺪﻫ .ﺪﻨﻫﺩﻲ ﻣ ﺭﺍﺮﻗ ﺮﻴﺛﺄﺗ ﺖﺤﺗ ﺍﺭ ﻦﻳﺰﮕﻳﺎﺟ ﻱﺎﻫ ﻱﮋﺗﺍﺮﺘﺳﺍ ﻱﺎﻫ ﺖﻳﻮﻟﻭﺍ ﻭ ﻲﻋﺮﻓ ﺭﺩ . ﺪـﺷ ﻩﺩﺎﻔﺘـﺳﺍ ANP ﻚـﻴﻨﻜﺗ ﺯﺍ ﺎـﻫ ﻱﮋﺗﺍﺮﺘـﺳﺍ ﻱﺪﻨﺑ ﺖﻳﻮﻟﻭﺍ ﻱﺍﺮﺑ ﻭ SWOT ﻚﻴﻨﻜﺗ ﺯﺍ ﺎﻫ ﻱﮋﺗﺍﺮﺘﺳﺍ ﻦﻳﻭﺪﺗ ﻱﺍﺮﺑ .ﺖﺳﺍﺮﺟﺍ ﻱﺍﺮﺑ .ﺪﺷ ﺏﺎﺨﺘﻧﺍ ﺍﺮﺟﺍ ﻱﺍﺮﺑ ﻱﮋﺗﺍﺮﺘﺳﺍ ﻦﻳﺮﺗ ﺖﻳﻮﻟﻭﺍﺎﺑ ،ﻥﺯﻭ ﻦﻳﺮﺗ ﺶﻴﺑ ﺎﺑ SO ﻱﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﺎﻬﻧ :ﻱﺪﻴﻠﻛ ﻥﺎﮔژﺍﻭ .ANP ،AHP ،SWOT ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ،ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﻱﺰﻳﺭﻪ ﻣﺎﻧﺮﺑ Email: maleki_management @yahoo.com 09191723105 :ﻦﻔﻠﺗ ﻝﻭﻮﺴﻣ ﻩﺪﻨﺴﻳﻮﻧ ∗ 1 Strengths, Weaknesses, Opportunities and Threats 2 Analytic Hierarchy Process 3 Analytic Network Process ﻲﻧﺎﻣﺯﺎﺳ ﮓﻨﻫﺮﻓ ﺖﻳﺮﻳﺪﻣ (cid:2) 160 ﻪﻣﺪﻘﻣ ﻪـﺑ ﺯﺍ ﻲ ـﺷﺎﻧ ﺪ ـﻳ ﺍﻮﻓ ﻪـﺑ ﻥﺎﻣﺯﺎـﺳ ﻲﺑﺎﻳﺖ ﺳﺩ ﻦﻴﻤﻀﺗ ﺪﻨﻳﺍﺮﻓ ﺯﺍ ﺖﺳﺍ ﺕﺭﺎﺒﻋ ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﺮﻳﺪﻣ ﻲﺑﺎ ـﻳ ﺯﺭﺍ ﻭ ﺍﺮـﺟﺍ ،ﻱ ﺪـﻨﺑ ﻝﻮـﻣﺮﻓ ﻢـﻠﻋ ﻭ ﺮـﻨﻫ ﻦﻴـﻨﭼ ﻢ ـﻫ ،ﺐﺳﺎﻨﻣ ﻲﻧﺎﻣﺯﺎﺳ ﻱﺎﻫ ﻱﮋﺗﺍﺮﺘﺳﺍ ﻱﺮﻴﮔﺭﺎﻛ ﻭ ﺪ ـﻴﻟﻮﺗ ،ﻲ ﻟﺎـﻣ ﺭﻮـﻣﺍ ،ﻲﺑﺎ ـﻳﺭﺍﺯﺎﺑ ،ﺖﻳﺮﻳﺪﻣ ﻞﻣﺍﻮﻋ ﻱﺯﺎﺳ ﻪﭼﺭﺎﭙﻜﻳ ﺮﺑ ﺪﻴﻛﺄﺗ ﺎﺑ ﻱﺪﻌﺑ ﺪﻨﭼ ﺕﺎﻤﻴﻤﺼﺗ ﺯﺮـﻃ ﻚ ـﻳ ﻪـﻜﻠﺑ ﺖـﺴﻴﻧ ﻪﻣﺎﻧﺮﺑ ﻚﻳ ﻱﮋﺗﺍﺮﺘﺳﺍ .(25ﺹ ،1385 ،ﻥﺎﻴﻧﺍﻮﻠﻬﭘ) ﺪﺷﺎﺑﻲ ﻣ ﻩﺮﻴﻏ ﻭ ﺕﺎﻣﺪﺧ ﻥﺁ ﺭﺩ ﻪـﺘﻔﻬﻧ ﻊﻓﺎـﻨﻣ ﻦﺘﺧﺎـﺳ ﻖـﻘﺤﻣ ﻭ ﻲ ﻠـﺻﺍ ﻱﺎـﻫﺖ ﺻﺮﻓ ﺺﻴﺨﺸﺗ ﺮﺑ ﻥﺁ ﺱﺎﺳﺍ ﻪﻛ ﺖﺳﺍ ﺵﺮﮕﻧ .(36ﺹ ،1380 ،ﻥﺎﻳﺭﺎﻔﻏ) ﺩﺭﺍﺩ ﺭﺍﺮﻗ ﺪـﻧﺮﻴﮔ ﻲ ـﻣ ﺭﺍﺮـﻗ ﻩﺩﺎﻔﺘـﺳﺍ ﺩﺭﻮـﻣ ﻚﻳ ﮋﺗﺍﺮﺘـﺳﺍ ﺖﻳﺮﻳ ﺪـﻣ ﺪـﻨﻳﺁﺮﻓ ﺭﺩ ﻱﺭﺎﻴ ـﺴﺑ ﻥﻮﻨﻓ ﻭ ﺎﻫﺩﺮﻜﻳﻭﺭ ﺎﻫﺪ ـﻳﺪﻬﺗ ﻭ ﺎـﻫ ﺖﺻﺮﻓ ،ﻒﻌﺿ ،ﺕﻮﻗ ﻁﺎﻘﻧ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ،ﺎﻬﻧﺁ ﻥﺎﻴﻣ ﺭﺩ .(11ﺹ ،2004 ،١ﺮﺴﻨﻳﺩ) .(48ﺹ ،1997 ،٣ﻙﻭﺮﺒﺘﺳﻭ ﻭ ٢ﻞﻴﻫ) ﺖﺳﺍ ﻦﻳﺮﺗ ﻝﻭﺍﺪﺘﻣ ( ) SWOT ﻪـﺑ ﻻﻮـﻤﻌﻣ ﻭ ﺪـﺷﺎﺑ ﻲ ـﻣ ﻱﺮـﻴﮔﻢ ﻴﻤﺼﺗ ﻱﺍﺮﺑ ﻢﻬﻣ ﻲﻧﺎﺒﻴﺘﺸﭘ ﺭﺍﺰﺑﺍ ﻚﻳ 4 ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ SWOT ﺩﻭﺭ ﻲ ـﻣ ﺭﺎـﻛ ﻪـﺑ ﻥﺎﻣﺯﺎـﺳ ﻲ ـﻧﻭﺮﻴﺑ ﻭ ﻲﻧﻭﺭﺩ ﻱﺎﻫﻂ ﻴﺤﻣ ﺪﻨﻣﻡ ﺎﻈﻧ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﻱﺍﺮﺑ ﻱﺭﺍﺰﺑﺍ ﻥﺍﻮﻨﻋ ،2002 ،ﻥﺍﺭﺎــﻜﻤﻫ ﻭ ٧ﺕﺭﺍﻮﺘــﺳﺍ ﻭ 43ﺹ ،2000 ،ﻥﺍﺭﺎــﻜﻤﻫ ﻭ ٦ﻼﻴﺗﺭﻮــﻛ ؛87ﺹ ،1988 ،٥ﺮﻠﺗﺎــﻛ) ﻦﻳ ﻭﺪــﺗ ﺎـﺑ ،ﺎﻫﺪ ـﻳﺪﻬﺗ ﻭ ﺎـﻫ ﺖ ـﺻﺮﻓ ، ﻒﻌـﺿ ، ﺕﻮـﻗ ﻁﺎـﻘﻧ ﻲﻳ ﺎـﺳﺎﻨﺷ ﻖ ـﻳ ﺮﻃ ﺯﺍ ﻥﺎﻣﺯﺎـﺳ .(684ﺹ ﺯﺍ ، ﻪﺘـﺷﺍﺩﺮﺑ ﻭﺭ ﺶﻴ ـﭘ ﺯﺍ ﺍﺭ ﺶﻔﻌـﺿ ﻁﺎـﻘﻧ ، ﻩﺩﻮـﻤﻧ ﻩﺩﺎﻔﺘ ـﺳﺍ ﺩﻮـﺧ ﺕﻮـﻗ ﻁﺎـﻘﻧ ﺯﺍ ﻲﻳﺎـﻫ ﻱﮋﺗﺍﺮﺘﺳﺍ .ﺩﺯﺍﺩﺮﭘﻲ ﻣ ﺎﻫﺪﻳﺪﻬﺗ ﺎﺑ ﻪﻬﺟﺍﻮﻣ ﻪﺑ ﻦﻴﻨﭼﻢ ﻫ ﻭ ﺪﻨﻛﻲ ﻣ ﻱﺭﺍﺩﺮﺑ ﻩﺮﻬﺑ ﺎﻫﺖ ﺻﺮﻓ ﻦ ـﻳﺍ . ﺪـﻨﻛ ﻲ ـﻣ ﻪـﺻﻼﺧ ﺍﺭ ﻥﺎﻣﺯﺎـﺳ ﻲﻧﻭﺮﻴﺑ ﻭ ﻲﻧﻭﺭﺩ ﻞﻣﺍﻮﻋ ﻦﻳﺮﺗﻢ ﻬﻣ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ SWOT ﻭ ٨ ﺱﺎـﮕﻧﺎﻛ) ﺪﻧﻮـﺷ ﻲ ـﻣ ﻪﺘﺧ ﺎﻨـﺷ ﻥﺎﻣﺯﺎﺳ ﻩﺪﻨﻳﺁ ﺮﺑ ﺭﺍﺬﮔﺮﻴﺛﺄﺗ ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﻞﻣﺍﻮﻋ ﻥﺍﻮﻨﻋ ﺖﺤﺗ ﻞﻣﺍﻮﻋ .(352ﺹ ،2003 ،ﻥﺍﺭﺎﻜﻤﻫ 1. Dincer 2. Hill 3. Westbrook 4. Strengths, Weaknesses, Opportunities & Threats 5. Kotler 6. Kurttila 7. Stewart 8. Kangas 161(cid:2) ... SWOT ﻱﺎﻫﻝ ﺪﻣ ﻱﺮﻴﮔﺭﺎﻛ ﻪﺑ ﺎﺑ ﻲﻧﺎﻣﺯﺎﺳ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻲﺑﺎﻳﺯﺭﺍ ﻭ ﻦﻳﻭﺪﺗ ﻭ ﻪ ـﻳﺰﺠﺗ . ﺩﻮـﺷ ﻲ ـﻣ ﻥﺎﻣﺯﺎـﺳ ﻲ ـﻧﻭﺮﻴﺑ ﻭ ﻲ ـﻧﻭﺭﺩ ﻱ ﺎـﻫﺮﻴﻐﺘﻣ ﻡﺎﻤﺗ ﻞﻣﺎﺷ ﻲﻧﻭﺮﻴﺑ ﻭ ﻲﻧﻭﺭﺩ ﻂﻴﺤﻣ ﻢـﻬﻣ ﻥﺎﻣﺯﺎـﺳ ﻱ ﻭﺭ ﺮـﺑ ﺭﺍﺬﮔﺮﻴﺛﺄﺗ ﻲﻧﻭﺮﻴﺑ ﻭ ﻲﻧﻭﺭﺩ ﻱﺎﻫﻭﺮﻴﻧ ﻉﺍﻮﻧﺍ ﺖﺧﺎﻨﺷ ﺭﺩ ﻲﻄﻴﺤﻣ ﻊﻣﺎﺟ ﻞﻴﻠﺤﺗ ﺖـﺳﺍ ﻦـﻜﻤﻣ ﺎ ـﻳ ﻭ ﺪﻨﺷﺎﺑ ﻥﺎﻣﺯﺎﺳ ﺖﻴﻘﻓﻮﻣ ﻱﺍﺮﺑ ﻱﺍ ﻩﻮﻘﻟﺎﺑ ﻙﺮﺤﻣ ﺖﺳﺍ ﻦﻜﻤﻣ ﺎﻫﻭﺮﻴﻧ ﻦﻳﺍ .ﺪﺷﺎﺑﻲ ﻣ ،1999 ، ﻥﺍﺭﺎـﻜﻤﻫ ﻭ ١ ﻦﺑﻮـﻫ) ﺪـﻨﻨﻛ ﺩﺎـﺠﻳﺍ ﻥﺎﻣﺯﺎﺳ ﺖﻴﻘﻓﻮﻣ ﻭ ﺩﺮﻜﻠﻤﻋ ﻱﺍﺮﺑ ﺍﺭ ﻱﺍﻩ ﻮﻘﻟﺎﺑ ﺖﻳﺩﻭﺪﺤﻣ ﺩﻮـﺷﻲ ـﻣ ﻞﻴﻜﺸﺗ ﺲﻳﺮﺗﺎﻣ ﻚﻳ ،ﺪﻧﺍ ﻩﺪﺷ ﻱﺭﻭﺁ ﻊﻤﺟ ﻢﻈﻨﻣ ﺭﻮﻃ ﻪﺑ ﻪﻛ ﻲﺗﺎﻋﻼﻃﺍ ﻱﺎﻨﺒﻣ ﺮﺑ .(127ﺹ ﻦﺑﻮـﻫ ؛36ﺹ ،2004 ،ﺮـﺴﻨﻳﺩ) ﺲﻳ ﺮﺗﺎـﻣ ﻦـﻳﺍ ﺭﺩ ﻞـﻣﺎﻋ ﺭﺎـﻬﭼ ﺕﻭﺎﻔﺘﻣ ﺕﺎﺒﻴﻛﺮﺗ ،(2004 ،ﺯﺮﻴﻣ ﻭ ﻦﮕﻟﻮﻳ) .ﺪﻧﻭﺭﻲ ﻣ ﺭﺎﻛ ﻪﺑ ﺕﺪﻣﺪﻨﻠﺑ ﺭﺩ ﻥﺎﻣﺯﺎﺳ ﻚﻳ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻦﻴﻴﻌﺗ ﻱﺍﺮﺑ (127ﺹ ،1999 ،ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﻱﺎـﻫ ﻱ ﮋﺗﺍﺮﺘـﺳﺍ ﻢﻴ ـﻈﻨﺗ ﻱ ﺍﺮـﺑ ﺍﺭ ﻲ ﺑﻮـﺧ ﻱﺎﻨﺒﻣ ، ﻲﻘﻄﻨﻣ ﻭ ﺐﺳﺎﻨﻣ ﻱﺮﻴﮔﺭﺎﻛ ﻪﺑ ﻪﭼ ﺮﮔﺍ SWOT ﻪـﻄﻘﻧ ﻥﻭﺪـﺑ ﻲﺑﺎ ـﻳﺯﺭﺍ ﻭ ﻱﺮـﻴﮔ ﻩ ﺯﺍﺪـﻧﺍ ﻞﺣﺍﺮﻣ ﺭﺩ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﻲﻟﻭ ،ﺪﻨﻛ ﻲﻣ ﺩﺎﺠﻳﺍ ﺮﺛﺆﻣ SWOT ﻞ ـﻴﻠﺤﺗ ﻭ ﻪ ـﻳﺰﺠﺗ ﺭﺩ .(84ﺹ ،1993 ،ﺪﻟﺎﻧﻭﺩ ﻚﻣ ؛48ﺹ ،1997 ،ﻙﻭﺮﺒﺘﺳﻭ ﻭ ﻞﻴﻫ) ﺖﺴﻴﻧ ﻒﻌﺿ ﻱ ﺩﺎﻬﻨـﺸﻴﭘ ﻱ ﮋﺗﺍﺮﺘـﺳﺍ ﺎ ـﻳ ﻪـﻣﺎﻧﺮﺑ ﻱ ﻭﺭ ﺮـﺑ ﻞـﻣﺎﻋ ﺮﻫ ﺮﺛﺍ ﻦﻴﻴﻌﺗ ﻱﺍﺮﺑ ﻞﻣﺍﻮﻋ ﺖﻴﻤﻫﺍ ،ﻲﺘﻨﺳ SWOT ﻞ ـﻴﻠﺤﺗ ﻭ ﻪ ـﻳﺰﺠﺗ ، ﺮـﮕﻳﺩ ﺕﺭﺎﺒﻋ ﻪﺑ .(208ﺹ ،2006 ،ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﺍﺭﺯﻮﺳﺎﻣ) ﺪﺷ ﻲﻤﻧ ﻲﻤﻛ SWOT ﺩﺮـﻛ ﻲ ـﻤﻧ ﻢﻫﺍﺮـﻓ ﻞـﻣﺍﻮﻋ ﺯﺍ ﻚ ـﻳ ﺮـﻫ ﻲ ﺒـﺴﻧ ﺖ ـﻴﻤﻫﺍ ﻦ ﻴـﻴﻌﺗ ﻱ ﺍﺮـﺑ ﺍﺭ ﻲﺒﺳﺎﻨﻣ ﺭﺍﺰﺑﺍ ﺖﻟﺎﺣ ﻦﻳﺍ ﺭﺩ ﺮـﻈﻧ ﺩﺭﻮـﻣ ﻞﻣﺍﻮﻋ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﻪﻛ ﻲﻟﺎﺣ ﺭﺩ .(503ﺹ ،2004 ،ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﺱﻮﻧﺎﺟﺎﻛ) SWOT ﺭﻮـﻃ ﻪـﺑ ( ﻪـﻧﺎﮔﺍﺪﺟ ﻭ ﺍﺰﺠﻣ ﺕﺭﻮﺻ ﻪﺑ) ﻞﻣﺍﻮﻋ ﺯﺍ ﻚﻳ ﺮﻫ ﺎﻣﺍ ،ﺪﻨﻛ ﻲﻣ ﺺﺨﺸﻣ ﻞﻴﻠﺤﺗ ﺪﻨﻳﺁﺮﻓ ﺭﺩ ﺍﺭ .(48ﺹ ،1997 ،ﻙﻭﺮﺒﺘﺳﻭ ﻭ ﻞﻴﻫ) ﺪﻧﻮﺷﻲ ﻣ ﻒﻴﺻﻮﺗ ﻲﻠﻛ ﻲﻠﻴﺧ ﻭ ﻪﺻﻼﺧ ﻲ ـﻔﻴ ﻛ ﻞـﻣﺍﻮﻋ ﺯﺍ ﺺﻗﺎـﻧ ﻲ ﺘـﺳﺮﻬﻓ ﺎﻓﺮـﺻ ﻞ ـﻴﻠﺤﺗ ﻭ ﻪ ـﻳ ﺰﺠﺗ ﻪـﺠﻴﺘﻧ ﻊﻗﺍﻮﻣ ﺮﺗ ﺶﻴﺑ ﺭﺩ SWOT ﻭ ﻪ ـﻳﺰﺠﺗ ، ﺮﻃﺎـﺧ ﻦﻴ ـﻤﻫ ﻪـﺑ .(352ﺹ ،2003 ، ﻥﺍﺭﺎـﻜﻤﻫ ﻭ ﺱﺎـﮕﻧﺎﻛ) ﺪـﺷﺎﺑ ﻲ ـﻣ ﻲﻧﻭﺮﻴﺑ ﻭ ﻲﻧﻭﺭﺩ . ﺖـﺴﻴ ﻧ ﻥﺎﻣﺯﺎـﺳ ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﻱﺮﻴﮔﻢ ﻴﻤﺼﺗ ﺪﻨﻳﺁﺮﻓ ﻲﺑﺎﻳﺯﺭﺍ ﻪﺑ ﺭﺩﺎﻗ ﻊﻣﺎﺟ ﺕﺭﻮﺻ ﻪﺑ ، ﻞﻴﻠﺤﺗ SWOT ﻭ ﻦﻳ ﻭﺪـﺗ ﻱ ﺍﺮـﺑ ﻲ ـﻔﻴﻛ ﻭ ﻲ ـﻤﻛ ﻱﺎـﻫ ﻚ ـﻴﻨﻜﺗ ﺯﺍ ﻪـﻛ ﺖﺳﺍ ﻲﻧﺍﺪﻴﻣ ﻖﻴﻘﺤﺗ ﻚﻳ ﺯﺍ ﻪﺘﻓﺮﮔﺮﺑ ﻪﻟﺎﻘﻣ ﻦﻳﺍ .ﺪﻨﻛﻲ ﻣ ﻩﺩﺎﻔﺘﺳﺍ ﻲﻧﺎﻣﺯﺎﺳ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻲﺑﺎﻳﺯﺭﺍ ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﺮﻳﺪﻣ ﻲﺑﺎ ـﻳ ﺯﺭﺍ ﻭ ﺍﺮـﺟﺍ ،ﻦﻳ ﻭﺪـﺗ ﻢـﻠﻋ ﻭ ﺮـﻨﻫ :ﺩﺮﻛ ﻒﻳﺮﻌﺗ ﻪﻧﻮﮔ ﻦﻳﺪﺑ ﺍﺭ ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﺮﻳﺪﻣ ﻥﺍﻮﺗ ﻲﻣ 1. Houben ﻲﻧﺎﻣﺯﺎﺳ ﮓﻨﻫﺮﻓ ﺖﻳﺮﻳﺪﻣ (cid:2) 162 ﺖـﺳﺩ ﺩﻮـﺧ ﺕﺪـﻣ ﺪـﻨﻠﺑ ﻱﺎـﻫ ﻑﺪـﻫ ﻪﺑ ﺩﺯﺎﺳ ﻲﻣ ﺭﺩﺎﻗ ﺍﺭ ﻥﺎﻣﺯﺎﺳ ﻪﻛ ﻪﻧﺎﮔﺪﻨﭼ ﻱﺍ ﻪﻔﻴﻇﻭ ﺕﺎﻤﻴﻤﺼﺗ ﺖ ـﻴ ﻘﻓﻮﻣ ﺐـﺴﻛ ﻱ ﺍﺮـﺑ ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﺮﻳﺪﻣ ﺭﺩ ،ﺩﻮﺷ ﻲﻣ ﻁﺎﺒﻨﺘﺳﺍ ﻒﻳﺮﻌﺗ ﻦﻳﺍ ﺯﺍ ﻪﻛ ﻪﻧﻮﮔ ﻥﺎﻤﻫ .ﺪﺑﺎﻳ ﻲ ﻟﺎــﻣ ﺭﻮـﻣﺍ ،ﻲﺑﺎ ـﻳﺭﺍﺯﺎﺑ ،ﺖﻳﺮﻳ ﺪـﻣ ﻥﺩﺮـﻛ ﮓـﻨﻫﺎﻤﻫ :ﺩﻮــﺷﻲ ـﻣ ﺪـﻴﻛﺄﺗ ﻞـﻣﺎﻋ ﻦﻳ ﺪـﻨﭼ ﺮـﺑ ﻲ ﻧﺎﻣﺯﺎـﺳ ،ﺪ ـﻳﻮﻳﺩ) ﻱﺍ ﻪـﻧﺎﻳ ﺍﺭ ﺕﺎـﻋﻼﻃﺍ ﻱ ﺎـﻫ ﻢﺘـﺴﻴ ﺳ ﻭ ﻪﻌـﺳﻮﺗ ﻭ ﻖ ـﻴﻘﺤﺗ ،(ﺕﺎ ـﻴﻠﻤﻋ) ﺪ ـﻴﻟﻮﺗ ،(ﻱﺭﺍﺪﺑﺎﺴﺣ) .(1999 ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﺮﻳﺪﻣ ﻞﺣﺍﺮﻣ ﻱ ﺍﺮـﺟﺍ ،ﺎـﻫ ﻱ ﮋﺗﺍﺮﺘـﺳﺍ ﻦﻳ ﻭﺪـﺗ : ﺩﻮـﺷ ﻲ ـﻣ ﻪـﻠﺣﺮﻣ ﻪـﺳ ﻩﺪﻧﺮﻴﮔﺮﺑﺭﺩ ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﺮﻳﺪﻣ ﺪﻨﻳﺁﺮﻓ .ﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻲﺑﺎﻳﺯﺭﺍ ﻭ ﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻪـﻛ ﻲ ﻠﻣﺍﻮـﻋ ﻲﻳ ﺎـﺳﺎﻨﺷ ،ﺩﻮﺷ ﻦﻴﻴﻌﺗ ﺖﻛﺮﺷ ﺖﻳﺭﻮﻣﺄﻣ ﻪﻛ ﺖﺳﺍ ﻦﻳﺍ ﻱﮋﺗﺍﺮﺘﺳﺍ ﻦﻳﻭﺪﺗ ﺯﺍ ﺩﻮﺼﻘﻣ ﻁﺎـﻘﻧ ﻲﻳ ﺎـﺳﺎﻨﺷ ،ﺪﻧﺭﻭﺁﻲ ﻣ ﺩﻮﺟﻭ ﻪﺑ ﺍﺭ ﻲﻳﺎﻫﺖ ﺻﺮﻓ ﺎﻳ ﺪﻨﻨﻛ ﻲﻣ ﺪﻳﺪﻬﺗ ﺍﺭ ﻥﺎﻣﺯﺎﺳ ،ﻲﺟﺭﺎﺧ ﻂﻴﺤﻣ ﺭﺩ ﻱﺎـﻫ ﻱﮋﺗﺍﺮﺘـﺳﺍ ﻦﺘﻓﺮـﮔ ﺮـﻈﻧ ﺭﺩ ، ﺕﺪـﻣ ﺪـﻨﻠﺑ ﻱﺎـﻫ ﻑﺪـﻫ ﻦ ﻴـﻴﻌﺗ ، ﻥﺎﻣﺯﺎـﺳ ﻲﻠﺧﺍﺩ ﻒﻌﺿ ﻭ ﺕﻮﻗ .(1999 ،ﺪﻳﻮﻳﺩ) ﺖﻴﻟﺎﻌﻓ ﻪﻣﺍﺩﺍ ﺖﻬﺟ ﺹﺎﺧ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﺏﺎﺨﺘﻧﺍ ﻭ ﻥﻮﮔﺎﻧﻮﮔ ﺎﺑ ﻲﺒﺗﺍﺮﻣ ﻪﻠﺴﻠﺳ ﻞﻴﻠﺤﺗ ﺪﻨﻳﺁﺮﻓ ﻖﻴﻔﻠﺗ SWOT ﻭ ﻱﺮـﻴﮔ ﻩ ﺯﺍﺪـﻧﺍ ﻞـﺣﺍﺮﻣ ﻒﻌـﺿ ﻁﺎـﻘﻧ ﻦﺘـﺷﺍﺩﺮﺑ ﻭﺭ ﺶﻴﭘ ﺯﺍ ﻱﺍﺮﺑ (2000) ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﻼﻴﺗﺭﻮﻛ ، ﻙﻭﺮﺒﺘـﺳﻭ ﻭ ﻞ ـﻴﻫ) ﺪـﻧﺩﻮﻤﻧ ﻩﺩﺎﻔﺘـﺳﺍ ﻲ ـﺒﻴﻛﺮﺗ ﺵﻭﺭ ﻚ ـﻳ ﺯﺍ ، ﻞ ـﻴﻠﺤﺗ ﻭ ﻪ ـﻳﺰﺠﺗ ﻲﺑﺎﻳﺯﺭﺍ SWOT ﺕﺎـﻌﻟﺎﻄﻣ ﺭﺩ ، ﺭﺩ 1 ﻱﺮﻴﮔ ﺭﺎـﻛ ﻪـﺑ ﻦـﻓ .(74ﺹ ،1993 ،ﺪﻟﺎﻧﻭﺩ ﻚﻣ ؛49ﺹ ،1997 SWOT AHP ، ﻥﺍﺭﺎـﻜﻤﻫ ﻭ ﻦﻨﻴ ﻜـﺴﻟ ؛504ﺹ ،2004 ، ﺱﻮﻧﺎـﺟﺎﻛ) ﺩﻮـﺷﻲ ﻣ ﻪﺘﺧﺎﻨﺷ ﻥﺍﻮﻨﻋ ﻪﺑ ﻒﻠﺘﺨﻣ A’WOT ﻥﺍﺭﺎــﻜﻤﻫ ﻭ ﻼﻴﺗﺭﻮــﻛ ﻲــﺒﻴﻛﺮﺗ ﺵﻭﺭ ﺯﺍ ﻖــﻴﻘﺤﺗ ﺕﺎــﻴﺑﺩﺍ ﺭﺩ ﻱﺭﺎﻴــﺴﺑ ﺕﺎــﻘﻴﻘﺤﺗ .(271ﺹ ،2006 ﻥﺍﺭﺎـﻜﻤﻫ ﻭ ﺍﺰـﺳﺮﺷ ،(2002) ﻥﺍﺭﺎـﻜﻤﻫ ﻭ ﺕﺭﺍﻮﺘـﺳﺍ ﺕﺎﻴﻘﺤﺗ ﻝﺎﺜﻣ ﻱﺍﺮﺑ .ﺪﻧﺍ ﻩﺩﺮﻛ ﻩﺩﺎﻔﺘﺳﺍ (2000) .ﺪﻧﺍﻪ ﻠﻤﺟ ﻦﻳﺍ ﺯﺍ (2006) ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﺍﺭﺯﻮﺳﺎﻣ ﻭ (2006) ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﻦﻨﻴﻜﺴﻟ ،(2004) ﺎﺑ ﻱﺍﻪ ﻜﺒﺷ ﻞﻴﻠﺤﺗ ﺪﻨﻳﺁﺮﻓ ﻖﻴﻔﻠﺗ SWOT ﻞ ـﻴﻠﺤﺗ ﻭ ﻪ ـﻳﺰﺠﺗ ﻱﺮـﻴﮔ ﻩ ﺯﺍﺪـﻧﺍ ﻭ ﻲﺑﺎ ـﻳﺯﺭﺍ ﻞﺣﺍﺮﻣ ﻱﺎﻫﺩﻮﺒﻤﻛ ﺯﺍ ﻲﻀﻌﺑ ، ﻚﻴﻨﻜﺗ ﻪﭼ ﺮﮔﺍ AHP 1. Analytic Hierarchy Process 163(cid:2) ... SWOT ﻱﺎﻫﻝ ﺪﻣ ﻱﺮﻴﮔﺭﺎﻛ ﻪﺑ ﺎﺑ ﻲﻧﺎﻣﺯﺎﺳ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻲﺑﺎﻳﺯﺭﺍ ﻭ ﻦﻳﻭﺪﺗ ﺵﻭﺭ . ﺖـﺴﻴ ﻧ ﻞـﻣﺍﻮﻋ ﻥﺎ ـﻴ ﻣ ﻦـﻜﻤﻣ ﻱﺎـﻫ ﻲ ﮕﺘـﺴﺑﺍﻭ ﻲﺑﺎﻳﺯﺭﺍ ﻪﺑ ﺭﺩﺎﻗ ﺎﻣﺍ ،ﺪﻨﻛ ﻲﻣ ﻊﻔﺗﺮﻣ ﺍﺭ SWOT ﺭﺩ ، ﺪﻨﺘـﺴﻫ ﻢـﻫ ﺯﺍ ﻞﻘﺘـﺴﻣ ،ﻲ ـﺒﺗﺍﺮﻣ ﻪﻠـﺴﻠﺳ ﺭﺎﺘﺧﺎـﺳ ﺭﺩ ﺮﻈﻧ ﺩﺭﻮﻣ ﻞﻣﺍﻮﻋ ﻪﻛ ﺪﻨﻛ ﻲﻣ ﺽﺮﻓ AHP ﻲ ـﻧﻭﺮﻴﺑ ﻭ ﻲ ـﻧﻭﺭﺩ ﻱﺎـﻫﻂ ﻴ ـﺤﻣ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﻖﻳﺮﻃ ﺯﺍ .ﺖﺴﻴﻧ ﻲﻘﻄﻨﻣ ﻪﺸﻴﻤﻫ ﺽﺮﻓ ﻦﻳﺍ ﻪﻛ ﻲﻟﺎﺣ .ﺩﺮﺑ ﻲﭘ ﻞﻣﺍﻮﻋ ﻥﺎﻴﻣ ﻦﻜﻤﻣ ﻱﺎﻫﻲ ﮕﺘﺴﺑﺍﻭ ﻪﺑ ﻥﺍﻮﺗﻲ ﻣ ﻲ ﺗﺎـﻧﺎﻜﻣﺍ ﻭ ﺎـﻫﺖ ﻴﻠﺑﺎﻗ ﻱﺍﺭﺍﺩ ﻪﻛ ﺪﻨﻛ ﻩﺩﺎﻔﺘﺳﺍ ﻮﺤﻧ ﻦﻳﺮﺘﻬﺑ ﻪﺑ ﺶﻳﺎﻫ ﺖﺻﺮﻓ ﺯﺍ ﺪﻧﺍﻮﺗﻲ ﻣ ﻲﻧﺎﻣﺯﺎﺳ ﺖـﺳﺩ ﺯﺍ ﺎـﻫ ﺖ ـﺻﺮﻓ ﺕﺭﻮـﺻ ﻦ ـﻳﺍ ﺮ ـﻴﻏ ﺭﺩ ،ﺪﺑﺎﻳ ﺖﺳﺩ ﻱﺮﺗﺮﺑ ﻪﺑ ﺪﻧﺍﻮﺘﺑ ﺎﻬﻧﺁ ﺯﺍ ﻩﺩﺎﻔﺘﺳﺍ ﺎﺑ ﻪﻛ ﺪﺷﺎﺑ ﻥﺎ ـﻴﻣ ﻲ ﻬﺑﺎـﺸﻣ ﻪـﻄﺑﺍﺭ .(54ﺹ ،2004 ،ﺯﺮ ـﻴﻣ ﻭ ﻦﮕﻟﻮ ـﻳ) ﺪﻧﻮﺷ ﻲﻣ ﺐﺣﺎﺼﺗ ﺐﻴﻗﺭ ﻂﺳﻮﺗ ﺎﻳ ﻭ ﻪﺘﻓﺭ .ﺩﺭﺍﺩ ﻲ ﮕﺘـﺴﺑ ﻥﺎ ﻣﺯﺎـﺳ ﺕﻮـﻗ ﻁﺎـﻘﻧ ﻪـﺑ ﺎﻫﺪﻳﺪﻬﺗ ﺮﺑ ﻪﺒﻠﻏ ﻲﻳﺎﻧﺍﻮﺗ .ﺩﺭﺍﺩ ﺩﻮﺟﻭ ﺕﻮﻗ ﻁﺎﻘﻧ ﻭ ﺎﻫﺪﻳﺪﻬﺗ ﻱﺎﻫﺪ ـﻳ ﺪﻬﺗ ﺕﺍﺮـﺛﺍ ﻥﺩﺮـﻛ ﻞﻗﺍﺪـﺣ ﺎﻳ ﻑﺬﺣ ﻪﺑ ﺭﺩﺎﻗ ﺩﻮﺧ ﺕﻮﻗ ﻁﺎﻘﻧ ﺯﺍ ﻩﺩﺎﻔﺘﺳﺍ ﺎﺑ ﻱﻮﻗ ﻥﺎﻣﺯﺎﺳ ﻚﻳ : ﺪـﺷﺎﺑ ﻲ ـﻣ ﻦ ﻴـﻴ ﺒﺗ ﻞـﺑﺎﻗ ﺕﺭﻮـﺻ ﻦ ـﻳ ﺍ ﻪـﺑ ﺰ ـﻴ ﻧ ﺕﻮـﻗ ﻭ ﻒﻌـﺿ ﻁﺎـﻘﻧ ﻥﺎﻴﻣ ﻪﻄﺑﺍﺭ .ﺪﺷﺎﺑﻲ ﻣ ﻲﻄﻴﺤﻣ ﺎـﺑ ﺮـﺗ ﻢ ـﻛ ﺮﻃﺎـﺧ ﻦﻴ ـﻤﻫ ﻪـﺑ ﻭ ﺪﻨﺘﺴﻫ ﻱﺮﺗﻢ ﻛ ﻒﻌﺿ ﻁﺎﻘﻧ ﻱﺍﺭﺍﺩ ﺮﺗ ﺶﻴﺑ ﺕﻮﻗ ﻁﺎﻘﻧ ﺎﺑ ﻱﺎﻫ ﻥﺎﻣﺯﺎﺳ .ﺪﻧﻮﺷﻲ ﻣ ﻪﺟﺍﻮﻣ ﻒﻌﺿ ﻁﺎﻘﻧ ﺯﺍ ﻲﺷﺎﻧ ﻱﺎﻫﺖ ﻴﻌﻗﻮﻣ ﺕﺎـﺒﻴﻛﺮﺗ ، ﻦـﻜﻤﻣ ﻲﻧﻭﺭﺩ ﻱﺎﻫﻲ ﮕﺘﺴﺑﺍﻭ ﺎﺑ ﺮﮕﻳﺩ ﻩﺮﻴﻐﺘﻣ ﻭﺩ ﺕﺎﺒﻴﻛﺮﺗ ،ﻚﻳﮋﺗﺍﺮﺘﺳﺍ ﻞﻣﺍﻮﻋ ﻥﺎﻴﻣ ﺭﺩ ﺮـﺗ ﻪ ﺘـﺴﺟﺮﺑ ﻭ ﺮـﺗ ﺶﻴـﺑ ﻒﻌـﺿ ﻁﺎـﻘﻧ ﺎـﺑ ﻱﺎﻫ ﻥﺎﻣﺯﺎﺳ .ﺪﻨﺷﺎﺑﻲ ﻣ ﻒﻌﺿ -ﺖﺻﺮﻓ ﻭ ﻒﻌﺿ -ﺪﻳﺪﻬﺗ ﺎـﻫ ﻥ ﺎﻣﺯﺎـﺳ ،ﻦﻳ ﺍﺮﺑﺎـﻨﺑ . ﺪـﻧﺮﺗﺮﻳﺬﭘ ﺐﻴ ـﺳﺁ ﻭﺭ ﺶﻴ ـﭘ ﻱﺎﻫﺪﻳﺪﻬﺗ ﺮﺑﺍﺮﺑ ﺭﺩ ﺐﻴﻗﺭ ﻱﺎﻫ ﻥﺎﻣﺯﺎﺳ ﻪﺑ ﺖﺒﺴﻧ ﺩﺭﻮـﻣ ﺍﺭ ﻲ ـﻄﻴﺤﻣ ﻱﺎﻫﺪ ـﻳﺪﻬﺗ ﻭ ﺩﻮﺧ ﻒﻌﺿ ﻁﺎﻘﻧ ﻥﺎﻴﻣ ﻪﻄﺑﺍﺭ ﺪﻳﺎﺑ ﺩﻮﺧ ﻱﺎﻫ ﻱﮋﺗﺍﺮﺘﺳﺍ ﻦﻴﻴﺒﺗ ﻡﺎﮕﻨﻫ ﺎـﻫ ﺖـﺻﺮﻓ ﺯﺍ ﻪـﻨﻴ ﻬﺑ ﻭ ﺐـﺳﺎﻨﻣ ﻩﺩﺎﻔﺘـﺳﺍ ، ﺩﺪـﻌﺘﻣ ﻒﻌـﺿ ﻁﺎـﻘﻧ ﺎﺑ ﻲﻧﺎﻣﺯﺎﺳ ﻱﺍﺮﺑ .ﺪﻨﻫﺩ ﺭﺍﺮﻗ ﻪﺟﻮﺗ ﻱﺎـﻫ ﺖ ـﺻﺮﻓ ﺯﺍ ، ﺪـﺷﺎﺑ ﻲ ﻓﺎـﻛ ﺕﺎـﻧﺎﻜﻣﺍ ﻭ ﺎـﻫﺖ ﻴﻠﺑﺎﻗ ﻱﺍﺭﺍﺩ ﻥﺎﻣﺯﺎﺳ ﻪﻛ ﻲﺗﺭﻮﺻ ﺭﺩ .ﺖﺳﺍ ﺮﺗ ﻞﻜﺸﻣ ﻦﻴ ـﻨﭼ ﺪـﻗﺎﻓ ﺮـﮔﺍ ﻪـﻛ ﻲﻟﺎـﺣ ﺭﺩ ،(54ﺹ ،2004 ،ﺯﺮ ـﻴﻣ ﻭ ﻦﮕﻟﻮ ـﻳ) ﺩﻮﻤﻧ ﺪﻫﺍﻮﺧ ﻱﺭﺍﺩﺮﺑ ﻩﺮﻬﺑ ﺩﻮﺧ ، ﺮـﺴﻨﻳﺩ) ﺩﻮـﺑ ﺪـﻫﺍﻮﺨﻧ ﻲ ـﻧﻭﺮﻴﺑ ﻂﻴ ـﺤﻣ ﻱﺎـﻫ ﺖ ـﺻﺮﻓ ﺯﺍ ﺐﺳﺎﻨﻣ ﻩﺩﺎﻔﺘﺳﺍ ﻪﺑ ﺭﺩﺎﻗ ،ﺪﺷﺎﺑ ﻲﻳﺎﻫ ﺖﻴﻠﺑﺎﻗ .(45ﺹ ،2004 ﻢـﻫ ﺯﺍ ﺎـﻬﻨﺗ ﻪـﻧ ﻞ ـﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﺭﺩ ﺮﻈﻧ ﺩﺭﻮﻣ ﻞﻣﺍﻮﻋ ،ﺪﺷ ﻥﺎﻴﺑ ﻻﺎﺑ ﺭﺩ ﻪﻛ ﺭﻮﻃ ﻥﺎﻤﻫ SWOT ﺯﺍ . ﺩﺭﺍﺩ ﺩﻮـﺟﻭ ﻲﻳﺎـﻫﻲ ﮕﺘـﺴﺑﺍﻭ ﻭ ﻂـﺑﺍﻭﺭ ﻞـﻣﺍﻮﻋ ﺯﺍ ﻲﻀﻌﺑ ﻥﺎﻴﻣ ﺕﺎﻗﻭﺍ ﻲﻫﺎﮔ ﻪﻜﻠﺑ ،ﺪﻨﺘﺴﻴﻧ ﻞﻘﺘﺴﻣ ﻦﻳ ﺍﺮﺑﺎـﻨﺑ ، ﺪـﻧﺍ ﻩﺪـﺷ ﺏﺎﺴﺣ ﻝﻼﻘﺘﺳﺍ ﺽﺮﻓ ﺎﺑ ﻲﺘﻨﺳ ﺵﻭﺭ ﻖﻳﺮﻃ ﺯﺍ ﻩﺪﺷ ﻪﺒﺳﺎﺤﻣ ﻱﺎﻫ ﻥﺯﻭ ﻪﻛ ﺎﺠﻧﺁ ﺕﺍﺮ ـﻴﻴﻐﺗ . ﺪـﻫﺩ ﻲ ـﻣ ﻥﺎـﺸﻧ ﻞـﺒﻗ ﺖـﻟﺎﺣ ﺎـﺑ ﺍﺭ ﻲﻳﺎـﻫ ﺕﻭﺎﻔﺗ ﻲﮕﺘﺴﺑﺍﻭ ﺽﺮﻓ ﺎﺑ ﻞﻣﺍﻮﻋ ﻥﺯﻭ ﻪﺒﺳﺎﺤﻣ ﻦ ـﻳﺍ ﻭ ، ﺪـﺷ ﺪـﻫﺍﻮﺧ ﻦﻳﺰﮕﻳ ﺎـﺟ ﻱﺎـﻫ ﻱﮋﺗﺍﺮﺘـﺳﺍ ﻱﺎـﻫ ﺖﻳﻮﻟﻭﺍ ﺮﻴﻴﻐﺗ ﺚﻋﺎﺑ ﻞﻣﺍﻮﻋ ﻥﺯﻭ ﺭﺩ ﻲﻟﺎﻤﺘﺣﺍ ﻱ ﺍﺮـﺑ ،ﻦﻳ ﺍﺮﺑﺎـﻨﺑ . ﺩﺍﺩ ﺪـﻫﺍﻮﺧ ﺭﺍﺮـﻗ ﺮﻴﺛﺄـﺗ ﺖـﺤﺗ ﺍﺭ ﻲ ﺑﺎـﺨﺘﻧﺍ ﻱﺎـﻫ ﻱﮋﺗﺍﺮﺘﺳﺍ ﺩﻮﺧ ﻪﺑﻮﻧ ﻪﺑ ،ﺕﺍﺮﻴﻴﻐﺗ ﻲﻧﺎﻣﺯﺎﺳ ﮓﻨﻫﺮﻓ ﺖﻳﺮﻳﺪﻣ (cid:2) 164 ، ﺎـﺑ ﻖ ـﻴﻔﻠﺗ ﺮﺑ ﻩﻭﻼﻋ .ﺖﺷﺍﺩ ﻝﻭﺬﺒﻣ ﺍﺭ ﻡﺯﻻ ﻪﺟﻮﺗ ﺪﻳﺎﺑ ﻞﻣﺍﻮﻋ ﻲﺑﺎﻳﺯﺭﺍ ﻭ ﻱﺮﻴﮔﻩ ﺯﺍﺪﻧﺍ SWOT ANP ﻱ ﺍﺮـﺑ ﻚﻴ ﺗﺎﻤﺘـﺴﻴ ﺳ ﺵﺮـﮕﻧ ﻚ ـﻳ ﻱ ﺯﺎـﻓ ﺵﻭﺭ . ﺩﻮـﻤﻧ ﻩﺩﺎﻔﺘـﺳﺍ ﻥﺍﻮﺗﻲ ﻣ ﺰﻴﻧ ﻱﺯﺎﻓ 1 ﺯﺍ ANP ANP ﻞ ـﻴ ﻠﺤﺗ ﺪـﻨﻳﺍﺮﻓ ﻭ ﻱ ﺯﺎـﻓ ﻱ ﺭﻮـﺌﺗ ﻢﻴﻫﺎﻔﻣ ﺯﺍ ﻪﻛ ﺪﺷﺎﺑﻲ ﻣ ﻞﻳﺎﺴﻣ ﻩﺭﺎﺑﺭﺩ ﺎﻫ ﺕﻭﺎﻀﻗ ﻭ ﺎﻫ ﻪﻨﻳﺰﮔ ﺏﺎﺨﺘﻧﺍ ﺯﺍ ﺮـﺗ ﻦ ﺌـﻤﻄﻣ ﻱﺍ ﻪ ﻠـﺻﺎﻓ ﻱ ﺎـﻫﺩﺭﻭﺁﺮﺑ ﻪـﻛ ﺪـﻧﺍ ﻪ ـﺘﻓﺎﻳ ﺭﺩ ﻥﺎﮔﺪـﻧﺮﻴﮔ ﻢﻴﻤﺼﺗ .ﺪﻳﺎﻤﻧﻲ ﻣ ﻩﺩﺎﻔﺘﺳﺍ ﻱﺍ ﻪﻜﺒﺷ ﻱ ﺍﺮـﺑ ﻱ ﺯﺎـﻓ ﻱﺮﻴﮔ ﻢﻴﻤﺼﺗ ﻢﺘﺴﻴﺳ ﻚﻳ ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﻮﺋﻮﻛ .ﺪﺷﺎﺑﻲ ﻣ ﺖﺑﺎﺛ ﺵﺯﺭﺍ ﺎﺑ ﻱﺎﻫﺩﺭﻭﺁﺮﺑ AHP ﻱ ﺍﺮـﺑ ﻱ ﺯﺎـﻓ ﺵﻭﺭ ﺯﺍ ﻥﺍﺭﺎـﻜﻤﻫ ﻭ ﻥﺎـﻣﺍﺮﻫﺎﻛ . ﺪـﻧﺍ ﻩﺩﻮـﻤﻧ ﻪـﻳﺍﺭﺍ ﻩﺎﮕﺘﺣﺍﺮﺘـﺳﺍ ﻥﺎـﻜﻣ ﺏﺎﺨﺘﻧﺍ AHP ﻱﺪ ـﻴﻠﻛ ﻱﺎـﻫ ﻲﻳ ﺎـﻧﺍﻮﺗ ﻦﻴﻴﻌﺗ ﻱﺍﺮﺑ ﻱﺯﺎﻓ ﺯﺍ ﻥﺎﺴﻧﺍﺭﺍ .ﺪﻧﺍ ﻩﺩﺮﻛ ﻩﺩﺎﻔﺘﺳﺍ ﺕﻼﻴﻬﺴﺗ ﻥﺎﻜﻣ ﺏﺎﺨﺘﻧﺍ AHP .ﺖﺳﺍ ﻪﺘﻓﺮﮔ ﻩﺮﻬﺑ ﻱژﻮﻟﻮﻨﻜﺗ ﺖﻳﺮﻳﺪﻣ ﺭﺩ ﻚـﻳ ﻥﺩﻮـﻤﻧ ﻢﻫﺍﺮـﻓ ﻱﺍﺮـﺑ ﺎـﺑ ﺍﺭ ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﺕﺍﺭﺍﻮﺘﺳﺍ ﻦﻴﻨﭼﻢ ﻫ ﻭ ﻥﺍﺭﺎﻜﻤﻫ ﻭ ﻼﻴﺗﺭﻮﻛ SWOT AHP ﻥﺍﺭﺎـﻜﻤﻫ ﻭ ﮓـﻧﺍژ . ﺪـﻧﺍ ﻩ ﺩﺮـﺑ ﺭﺎـﻛ ﻪـﺑ ﻞـﻴﻠﺤﺗ ﻭ ﻪـﻳﺰﺠﺗ ﻩﺩﺎﻔﺘﺳﺍ ﺖﻴﻠﺑﺎﻗ ﺩﻮﺒﻬﺑ ﻱﺍﺮﺑ ﺐﻛﺮﻣ ﺵﻭﺭ SWOT ﻩﺩﺍﺩ ﻥﺎـﺸﻧ ﺞﻳﺎـﺘﻧ . ﺪـﻧﺩ ﺍﺩ ﻪـﻳﺍﺭﺍ ﺢﻴﺤﺻ ﺩﺪﻋ ﻭ ﻱﺍ ﻪﻘﻧﺫﻭﺫ ﻱﺯﺎﻓ ﻱﺎﻨﺒﻣ ﺮﺑ ﻱﺯﺎﻓ ﺵﻭﺭ ﻚﻳ AHP MCDM .ﺪﺷﺎﺑﻲ ﻣ ﻞﻳﺎﺴﻣ ﻱﺍﺮﻳ ﺪﻴﻔﻣ ﻚﻴﻨﻜﺗ ﻚﻳ ﻱﺯﺎﻓ ﺵﻭﺭ ﻪﻛ ﺖﺳﺍ MCDM AHP ﻦـﻜﻤﻣ ﻱﺎـﻫﻲ ﮕﺘـﺴﺑﺍﻭ ﻭ ﺩﻮـﺷ ﻲ ـﻣ ﻡﺎـﺠﻧﺍ ﺯﺍ ﻩﺩﺎﻔﺘﺳﺍ ﺎﺑ ﻞﻴﻠﺤﺗ ،ﻪﻌﻟﺎﻄﻣ ﻦﻳﺍ ﺭﺩ ANP SWOT .ﺩﻮﺷﻲ ﻣ ﻪﺘﻓﺮﮔ ﺮﻈﻧ ﺭﺩ ﻞﻣﺍﻮﻋ ﻥﺎﻴﻣ ANP ﻱﺍﺮﺟﺍ ﻞﺣﺍﺮﻣ ،ﻱﺮــﻴﮔﻢ ﻴﻤــﺼﺗ ﻑﺪــﻫ ،ﻱﺯﺎــﺳ ﻝﺪــﻣ ﻪــﻠﺣﺮﻣ ﺭﺩ :ﻪﻟﺄــﺴﻣ ﻦﻳﻭﺪــﺗ ﻭ ﻝﺪــﻣ ﺩﺎــﺠﻳﺍ .ﻝﻭﺍ ﻡﺎــﮔ ﻦﻴ ـﺑ ﻪـﻛ ﻱﺍ ﻪـﻄﺑﺍﺭ ﺭﺩ .ﻢﻴﻳ ﺎـﻤﻧﻲ ﻣ ﺺﺨﺸﻣ ﺍﺭ ﻦﻜﻤﻣ ﻱﺎﻫ ﻪﻨﻳﺰﮔﻭ ﻱﺮﻴﮔ ﻢﻴﻤﺼﺗ ﻱﺎﻫ ﺺﺧﺎﺷ AHP ﺮﻴﺛﺄـﺗ ﺺﺧﺎـﺷ ﺮـﺑ ﻪـﻨﻳﺰﮔ . ﺖـﺳﺍ ﻪﻳ ﻮـﺳ ﻚ ـﻳ ﻭ ﻲ ـﻄﺧ ﺩﺭﺍﺩ ﺩﻮـﺟﻭ ﺎـﻫﻪ ﻨﻳﺰﮔ ﻭ ﺎﻫﺺ ﺧﺎﺷ ،ﻑﺪﻫ ﺯﺎـﺑ ﺭﺎﺘﺧﺎـﺳ .(414ﺹ ،1994 ،ﻦﻣﺮﻜﻨﺷ) ﺪﻧﺭﺍﺬﮔﻲ ﻤﻧ ﺮﻴﺛﺄﺗ ﺮﮕﻳﺪﻜﻳ ﺮﺑ ﻢﻫ ﺎﻫ ﺺﺧﺎﺷ ﻭ ﺩﺭﺍﺬﮔﻲ ﻤﻧ ﻪـﺑ ﻪـﺟﻮﺗ ﻥﻭﺪـﺑ ﺍﺭ ﻒـﻠﺘﺨﻣ ﺏﺎـﺨﺘﻧﺍ ﻱ ﺎـﻫﺭﺎﻴﻌﻣ ﻪﻛ ﺪﻳﺎﻤﻧﻲ ﻣ ﻢﻫﺍﺮﻓ ﺍﺭ ﻥﺎﻜﻣﺍ ﻦﻳﺍ ، ﻱﺍ ﻪﻜﺒﺷ ANP .(281ﺹ ،2007 ،ﺮﻜﻨﺷ ﻭ ﺎﻳﺭﺎﺧﺭﺍژ) ﺩﻮﻤﻧ ﻱﺯﺎﺳ ﻝﺪﻣ ،ﺎﻫ ﺺﺧﺎﺷ ﺮﺧﺎﺗ ﻭ ﻡﺪﻘﺗ ﻲ ـﺟﻭﺯ ﺕﺎـﺴﻳﺎﻘﻣ ﻱ ﺮـﺳ ﻚﻳ ﻪﻠﺣﺮﻣ ﻦﻳﺍ ﺭﺩ :ﺭﺍﺩﺮﺑ ﻪﺒﺳﺎﺤﻣ ﻭ ﻲﺟﻭﺯ ﺕﺎﺴﻳﺎﻘﻣ ﻡﺎﺠﻧﺍ .ﻡﻭﺩ ﻡﺎﮔ ﺮﺛﺆـﻣ ﻑﺪـﻫ ﺏﺎـﺨﺘﻧﺍ ﺭﺩ ﻪﻛ ﻲﻳﺎﻫﺺ ﺧﺎﺷ ﻭ ﻞﻣﺍﻮﻋ ﺯﺍ ﻡﺍﺪﻛ ﺮﻫ ﻲﺒﺴﻧ ﺖﻴﻤﻫﺍ ﻥﺩﺭﻭﺁ ﺖﺳﺩ ﻪﺑ ﻱﺍﺮﺑ ﻞـﻣﺎﻋ ﻭﺩ ﻪـﺴﻳﺎﻘﻣ ﺖﻬﺟ 9 ﺎﺗ 1 ﺯﺍ ﻲﺒﺴﻧ ﺭﺎﻴﻌﻣ ﻚﻳ ،ﻲﻳﺎﻫ ﻪﺴﻳﺎﻘﻣ ﻦﻴﻨﭼ ﺭﺩ .ﺩﻮﺷﻲ ﻣ ﻡﺎﺠﻧﺍ ،ﺪﻨﺷﺎﺑﻲ ﻣ 1 . Analytic Network Process 165(cid:2) ... SWOT ﻱﺎﻫﻝ ﺪﻣ ﻱﺮﻴﮔﺭﺎﻛ ﻪﺑ ﺎﺑ ﻲﻧﺎﻣﺯﺎﺳ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻲﺑﺎﻳﺯﺭﺍ ﻭ ﻦﻳﻭﺪﺗ 9 ﺯﺎ ـﻴ ﺘﻣﺍ ﻪـﻛ ﻲ ﻟﺎـﺣ ﺭﺩ ، ﺪـﺷﺎﺑﻲ ﻣ ﻞﻣﺎﻋ ﻭﺩ ﺮﺑﺍﺮﺑ ﺖﻴﻤﻫﺍ ﺮﮕﻧﺎﺸﻧ 1 ﺯﺎﻴﺘﻣﺍ .(1 ﻝﻭﺪﺟ) ﺩﻭﺭﻲ ﻣ ﺭﺎﻛ ﻪﺑ ﺭﺩ . ﺪـﺷﺎﺑ ﻲ ـﻣ ( ﻥﻮﺘـﺳ ﺮـﺼﻨﻋ) ﺮـﮕﻳﺩ ﻞﻣﺎﻋ ﺎﺑ ﻪﺴﻳﺎﻘﻣ ﺭﺩ (ﺮﻄﺳ ﺮﺼﻨﻋ) ﻞﻣﺎﻋ ﻞﻣﺎﻛ ﻂﻠﺴﺗ ﺯﺍ ﻲﻛﺎﺣ ﻦ ـﻳ ﺍ ﻪـﺑ ، ﺩﺩﺮـﮔﻲ ـﻣ ﻦﻴ ـﻌﻣ ﺲﻳ ﺮﺗﺎـﻣ ﻥﻭﺭﺩ ﺭﺎـﻛﺩﻮﺧ ﺭﻮﻃ ﻪﺑ ﺱﻮﻜﻌﻣ ﺵﺯﺭﺍ ﻚﻳ ،ﺱﻮﻜﻌﻣ ﻪﺴﻳﺎﻘﻣ ﻭ ﻲ ﺘﻋﺎـﺳ) ﺪـﺷﺎﺑ ﻲ ـﻣ ﻲﺘﻋﺎﺳ ﻱﺩﺎﻬﻨﺸﻴﭘ ﺵﻭﺭ ﺎﺑ ﻖﺑﺎﻄﻣ ﻪﺴﻳﺎﻘﻣ ﻉﻮﻧ ﻦﻳﺍ . 1 :ﻪﻛ ﺕﺭﻮﺻ A A = ij ji ﺵﺮـﮕﻧ ﻪـﻧﻮﮔﺮﻫ ﺯﺍ ﺰ ـﻴ ﻫﺮﭘ ﺖـﻬﺟ ﻲﺟﻭﺯ ﺕﺎﺴﻳﺎﻘﻣ ﺲﻳﺮﺗﺎﻣ ﻞﻴﻜﺸﺗ ﺭﺩ .(231ﺹ ،1986 ،ﺍﻭﺍﺰﻴﻛﺎﺗ ﻦﻳ ﺪـﻨﭼ (1992) ﻦﻣﺭﻮـﻓ ﻭ ﺮ ـﻳﺩ . ﺩﻮـﺷ ﻩﺩﺎﻔﺘـﺳﺍ ﻲ ـﻫﻭﺮﮔ ﻱﺮﻴﮔ ﻢﻴﻤﺼﺗ ﺯﺍ ﺖﺳﺍ ﻦﻜﻤﻣ ،ﻪﻧﺍﺭﺍﺪﺒﻧﺎﺟ ﻲ ـﺟﻭﺯ ﺕﺎـﺴﻳﺎﻘﻣ ﺲﻳ ﺮﺗﺎـﻣ ﺭﺩ ﻩﻭﺮـﮔ ﻱ ﺎـﻀﻋﺍ ﻱﺎﻫ ﺕﻭﺎﻀﻗ ﻭ ﺎﻫ ﺵﺮﮕﻧ ﻥﺩﺮﻛ ﻅﺎﺤﻟ ﻱﺍﺮﺑ ﺍﺭ ﻩﻮﻴﺷ ﻲ ـﺳﺪﻨﻫ ﻦﻴﮕﻧﺎ ـﻴﻣ .3 ، ﻪﺤﻟﺎـﺼﻣ ﺎ ـﻳ ﻱﺍﺭ .2 ، ﻉﺎـﻤﺟﺍ .1 : ﺯﺍ ﺪـﻨﺗﺭﺎﺒﻋ ﺎـﻫﻩ ﻮﻴﺷ ﻦﻳﺍ ﻪﻛ ﺪﻧﺍ ﻩﺩﺍﺩ ﺩﺎﻬﻨﺸﻴﭘ .ﺍﺰﺠﻣ ﻝﺪﻣ .4 ،ﻱﺩﺮﻓ ﻱﺎﻫﺕ ﻭﺎﻀﻗ ﻒﻳﺮﻌﺗ ﺖﻴﻤﻫﺍ ﺕﺪﺷ ﻥﺎﺴﻜﻳ ﺖﻴﻤﻫﺍ 1 ﺮﺗ ﻢﻬﻣ ﻲﻤﻛ 3 ﺮﺗ ﻢﻬﻣ 5 ﺮﺗ ﻢﻬﻣ ﻲﻠﻴﺧ 7 ﺮﺗ ﻢﻬﻣ ﻩﺩﺎﻌﻟﺍ ﻕﻮﻓ 9 ﻦﻴﺑﺎﻨﻴﺑ ﺮﻳﺩﺎﻘﻣ 8 ﻭ6 ﻭ4 ﻭ2 ﻲﻌﻄﻗ ﻡﺎﻗﺭﺍ ﻲﻠﺻﺍ ﺱﺎﻴﻘﻣ :1 ﻝﻭﺪﺟ ﻪـﻠﺣﺮﻣ ﻦ ـﻳﺍ ﺭﺩ :ﻱ ﺩﺭﻮﺧﺯﺎـﺑ ﻭ ﻲ ـﻧﻭﺭﺩ ﻱﺎـﻫ ﻲ ﮕﺘـﺴﺑﺍﻭ ﻱﺍﺮﺑ ﻲﺟﻭﺯ ﺕﺎﺴﻳﺎﻘﻣ ﻡﺎﺠﻧﺍ .ﻡﻮﺳ ﻡﺎﮔ ، ﺪـﻧﺩﻮﺑ ﻩﺪـﺷ ﺺﺨـﺸﻣ ﻱ ﺯﺎـﺳ ﻝﺪـﻣ ﻪـﻠﺣﺮﻣ ﺭﺩ ﻪـﻛ ﺎﻫﺺ ﺧﺎﺷ ﺮﻳﺯ ﻭ ﺎﻫ ﺺﺧﺎﺷ ﻲﻠﺧﺍﺩ ﻱﺎﻫ ﻥﺯﻭ ﻦ ـﻳ ﺍ ﺎـﺑ ﻢ ـﻳﺭﺍﺩ ﺍﺭ ﻲ ـﺟﻭﺯ ﺕﺎـﺴﻳﺎﻘﻣ ﻱﺎـﻫ ﺲﻳﺮﺗﺎﻣ ،ﻞﺒﻗ ﻡﺎﮔ ﺪﻨﻧﺎﻣ ﺰﻴﻧ ﻡﺎﮔ ﻦﻳﺍ ﺭﺩ .ﺩﻮﺷﻲ ﻣ ﻪﺒﺳﺎﺤﻣ .ﺪﻨﺷﺎﺑﻲ ﻣ ﺮﻈﻧ ﺪﻣ ﻱﺩﺭﻮﺧﺯﺎﺑ ﻭ ﻲﻧﻭﺭﺩ ﻱﺎﻫﻲ ﮕﺘﺴﺑﺍﻭ ﻪﻠﺣﺮﻣ ﻦﻳﺍ ﺭﺩ ﻪﻛ ﺕﻭﺎﻔﺗ ﻥﺎـﻴﻣ ﻲـﻠﺧﺍﺩ ﻱﺎـﻫ ﻲ ﮕﺘـﺴﺑﺍﻭ ﻞـﻴﻠﺤﺗ ﻭ ﻪـﻳﺰﺠﺗ ﻱﺍﺮـﺑ ﺲﻳﺮﺗﺎﻣﺮﭘﻮﺳ :ﺲﻳﺮﺗﺎﻣﺮﭘﻮﺳ ﻞﻴﻜﺸﺗ .ﻡﺭﺎﻬﭼ ﻡﺎﮔ ﻥﺁ ﻲـﻋﺮﻓ ﺲﻳﺮﺗﺎـﻣ ﺮـﻫ ﻪـﻛ ﺪـﺷﺎﺑ ﻲ ـﻣ ﺐـﻛﺮﻣ ﺲﻳﺮﺗﺎـﻣ ﻚﻳ ﺲﻳﺮﺗﺎﻣ ﺮﭘﻮﺳ .ﺩﻭﺭﻲ ﻣ ﺭﺎﻛ ﻪﺑ ،ﻢﺘﺴﻴﺳ ﻱﺍﺰﺟﺍ .ﺩﻮﺷﻲ ﻣ ﻩﺩﺍﺩ ﺶﻳﺎﻤﻧ ﻩﺪﻧﺮﻴﮔﻢ ﻴﻤﺼﺗ ﻂﺳﻮﺗ ﻪﻛ ﺖﺳﺍ ﻲﺣﻮﻄﺳ ﻥﻭﺭﺩ ﻭ ﻦﻴﺑ ﻂﺑﺍﻭﺭ ﺯﺍ ﻱﺍﻪ ﻋﻮﻤﺠﻣ ﻞﻣﺎﺷ ﺭﺩ ﻭ ﻩﺪـﺷ ﻞـﺻﺎﺣ ﻲﻧﻭﺭﺩ ﻱﺎﻫ ﻲﮕﺘﺴﺑﺍﻭ ﻲﺟﻭﺯ ﺕﺎﺴﻳﺎﻘﻣ ﻱﺎﻫ ﺲﻳﺮﺗﺎﻣ ﺯﺍ ﺲﻳﺮﺗﺎﻣﺮﭘﻮﺳ ﻱﺍﺰﺟﺍ ﻲ ﺒـﺴﻧ ﺖ ـﻴ ﻤﻫﺍ ﺮﮕﻧﺎـﺸﻧ ،ﺲﻳ ﺮﺗﺎـﻣ ﺮﭘﻮـﺳ ﻥﻮﺘـﺳ ﺭﺩ ﺮﻔﺻ ﺮﻴﻏ ﺵﺯﺭﺍ ﺮﻫ .ﺪﻧﻮﺷ ﻲﻣ ﻱﺭﺍﺬﮔ ﻱﺎﺟ ﻥﺁ .ﺪﺷﺎﺑﻲ ﻣ ﻲﻧﻭﺭﺩ ﻱﺎﻫﻲ ﮕﺘﺴﺑﺍﻭ ﻲﺟﻭﺯ ﺕﺎﺴﻳﺎﻘﻣ ﻱﺎﻫﺲ ﻳﺮﺗﺎﻣ ﺯﺍ ﻩﺪﺷ ﻞﺻﺎﺣ ﻥﺯﻭ ﻲﻧﺎﻣﺯﺎﺳ ﮓﻨﻫﺮﻓ ﺖﻳﺮﻳﺪﻣ (cid:2) 166 ﺖـﺑﺎﺛ ﻥﺍﺯﻭﺍ ﺯﺍ ﻪـﻋﻮﻤﺠﻣ ﻚـﻳ ﻪـﺑ ﻥﺪﻴـﺳﺭ ﻱﺍﺮﺑ ﻭ ﻲﻳﺍﺮﮕﻤﻫ ﺖﻬﺟ ﺲﻳﺮﺗﺎﻣ ﺮﭘﻮﺳ ﺯﺍ ،ﻱﺪﻌﺑ ﻪﻠﺣﺮﻣ ﺭﺩ ﻝﺎـﻤﺘﺣﺍ ﺭﺍﺩﺮـﺑ ﺕﺭﻮـﺼﺑ ﺲﻳﺮﺗﺎـﻣ ﻥﻮﺘـﺳ ﺮـﻫ ﺪﻳﺎﺑ ،ﻑﺪﻫ ﻦﻳﺍ ﻪﺑ ﻥﺪﻴﺳﺭ ﻱﺍﺮﺑ .ﺩﻮﺷ ﻲﻣ ﻩﺩﺎﻔﺘﺳﺍ ﺕﺪﻣ ﺪﻨﻠﺑ : ﺪـﺷﺎﺑ ﺕﺭﻮـﺻ ﻦـﻳﺍ ﻪـﺑ ﺪـﻳﺎﺑ ﻥﺁ ﻥﺍﻮـﺗ ﻭ ﺪﺷ ﺪﻫﺍﻮﺧ ﻲﻳﺍﺮﮕﻤﻫ ﺚﻋﺎﺑ ،ﺲﻳﺮﺗﺎﻣﺮﭘﻮﺳ ﻲﻧﺎﺳﺭ ﻥﺍﻮﺗ ﻪﺑ .ﺪﻳﺁﺭﺩ .(281ﺹ ،2007 ،ﺮﻜﻨﺷ ﻭ ﺎﻳﺭﺎﺧﺭﺍژ) (ﺪﺷﺎﺑﻲ ﻣ ﻱﺭﺎﻴﺘﺧﺍ ﻭ گﺭﺰﺑ ﻱﺩﺪﻋ ، ) 2 1 k k- ﺏﺮـﺿ ﺎـﺑ ﺎﻫﻦ ﻳﺰﮕﻳﺎﺟ ﺯﺍ ﻡﺍﺪﻛ ﺮﻫ ﻲﻠﻛ ﻥﺯﻭ ،ﻪﻠﺣﺮﻣ ﻦﻳﺍ ﺭﺩ :ﻢﻴﻤﺼﺗ ﻦﻳﺮﺘﻬﺑ ﺏﺎﺨﺘﻧﺍ .ﻢﺠﻨﭘ ﻡﺎﮔ ﻥﺁ ﻪـﺑ ﻪـﺟﻮﺗ ﺎـﺑ ﻭ ﻩﺪـﺷ ﺺﺨـﺸﻣ ﻦﻴ ـﺸﻴ ﭘ ﻞـﺣﺍﺮﻣ ﺯﺍ ﻡﺍﺪـﻛ ﺮﻫ ﺯﺍ ﻩﺪﻣﺁ ﺖﺳﺩ ﻪﺑ ﻱﺎﻫ ﻥﺯﻭ ﻥﺩﻮﻤﻧ .ﺩﻮﺷﻲ ﻣ ﺫﺎﺨﺗﺍ ﻲﻳﺎﻬﻧ ﻢﻴﻤﺼﺗ ﻖﻴﻘﺤﺗ ﻲﺳﺎﻨﺷ ﺵﻭﺭ ﻞ ـﻴﻠﺤﺗ ﻭ ﻪ ـﻳﺰﺠﺗ ،ﻱ ﺩﺎﻬﻨـﺸﻴﭘ ﻱﺎـﻫ ﻱ ﮋﺗﺍﺮﺘـﺳﺍ ﺖ ـﻳﻮﻟﻭﺍ ﻦ ﻴـﻴﻌﺗ ﺭﻮـﻈﻨﻣ ﻪـﺑ ،ﺮﺿﺎﺣ ﺶﻫﻭﮋﭘ ﺭﺩ ﺖﻛﺮـﺷ ﻚ ـﻳ ﻖ ـﻴﻘﺤﺗ ﻦ ـﻳﺍ ﻱ ﺩﺭﻮـﻣ ﻪـﻌﻟﺎﻄﻣ . ﺖـﻓﺮﮔ ﺭﺍﺮـﻗ ﻩﺩﺎﻔﺘـﺳﺍ ﺩﺭﻮﻣ ﺎﺑ ﻩﺍﺮﻤﻫ ANP SWOT ﻞ ـﻴﻠﺤﺗ ﻭ ﻪ ـﻳ ﺰﺠﺗ ﺎـﺑ ﻥﺎـﺼﺼﺨﺘﻣ ﺯﺍ ﻲﻫﻭﺮﮔ ﺍﺪﺘﺑﺍ ﺭﺩ .ﺪﺷﺎﺑﻲ ﻣ ﻲﻜﺷﺰﭘ ﻭ ﻲﺘﺷﺍﺪﻬﺑ ﻡﺯﺍﻮﻟ ﻩﺪﻨﻨﻛﺪﻴﻟﻮﺗ ﺖ ـﻴ ﻘﻓﻮﻣ ﺮـﺑ ﺭﺍﺬـﮔﺮﻴﺛﺄﺗ ﻝﺮﺘﻨﻛ ﻞﺑﺎﻗﺮﻴﻏ ﻭ ﻝﺮﺘﻨﻛ ﻞﺑﺎﻗ ﻲﻋﺮﻓ ﻞﻣﺍﻮﻋ ،ﻥﺎﻣﺯﺎﺳ ﻲﻧﻭﺭﺩ ﻭ ﻲﻧﻭﺮﻴﺑ ﻂﻴﺤﻣ ﻩﺩﺎﻔﺘـﺳﺍ ﺎـﺑ . ﺪﻨﺘـﺴﻫ ﻱﺩﺮﺒﻫﺍﺭ ﺖﻴﻤﻫﺍ ﻱﺍﺭﺍﺩ ﻩﺪﺷ ﻦﻴﻴﻌﺗ ﻲﻋﺮﻓ ﻞﻣﺍﻮﻋ .ﺪﻧﺩﻮﻤﻧ ﻲﻳﺎﺳﺎﻨﺷ ﺍ ﺭ ﻥﺎﻣﺯﺎﺳ 1 ﻝﻭﺪـﺟ . ﺩﻮـﺷﻲ ﻣ ﻞﻴﻜﺸﺗ ﻦﻳﺰﮕﻳﺎﺟ ﻱﺎﻫ ﻱﮋﺗﺍﺮﺘﺳﺍ ﻭ ﺲﻳﺮﺗﺎﻣ ، ﻲﻋﺮﻓ ﻞﻣﺍﻮﻋ ﺯﺍ SWOT SWOT ﺯﺍ ﺐـﺳﺎﻨﻣ ﻩﺩﺎﻔﺘـﺳﺍ ، ﻱﮋﺗﺍﺮﺘ ـﺳﺍ ﻡﻮـﻬﻔﻣ . ﺪـﺷﺎﺑﻲ ﻣ ﻱﮋﺗﺍﺮﺘﺳﺍ 4 ﻱﺍﺭﺍﺩ ﻥﺎﻣﺯﺎﺳ ﻪﻛ ﺪﻫﺩﻲ ﻣ ﻥﺎﺸﻧ SO ﻱ ﺭﺍﺩﺮـﺑ ﻩﺮـﻬﺑ ﻝﺎـﺒﻧﺩ ﻪـﺑ ، ﻱﮋﺗﺍﺮﺘﺳﺍ .ﺪﺷﺎﺑﻲ ﻣ ﻥﺎﻣﺯﺎﺳ ﺕﻮﻗ ﻁﺎﻘﻧ ﺯﺍ ﻱﺭﺍﺩﺮﺑ ﻩﺮﻬﺑ ﺎﺑ ﺎﻫ ﺖﺻﺮﻓ WO ﻁﺎـﺒﺗﺭﺍ ﺭﺩ ﺰ ـﻴﻧ ﻱ ﮋﺗﺍﺮﺘـﺳﺍ .ﺖﺳﺍ ﻥﺎﻣﺯﺎﺳ ﻱﺎﻫﻒ ﻌﺿ ﻪﺑ ﻪﺟﻮﺗ ﺎﺑ ﻲﻄﻴﺤﻣ ﻱﺎﻫﺖ ﺻﺮﻓ ﺯﺍ ﺐﺳﺎﻨﻣ ST ﻥﺎﻣﺯﺎـﺳ ﺕﻮـﻗ ﻁﺎـﻘ ﻧ ﺯﺍ ﺏﻮـﻠﻄﻣ ﻩﺩﺎﻔﺘـﺳﺍ ﻖ ـﻳﺮﻃ ﺯﺍ ﻲ ـﻄﻴﺤﻣ ﻱﺎﻫﺪﻳﺪﻬﺗ ﺕﺍﺮﺛﺍ ﻑﺬﺣ ﺎﻳ ﺶﻫﺎﻛ ﺎﺑ ﻱﺎﻫﺪ ـﻳ ﺪﻬﺗ ﺕﺍﺮـﺛﺍ ﻥﺎﻣﺯﺎـﺳ ﻒﻌـﺿ ﻁﺎـﻘﻧ ﻦﺘﻓﺮـﮔ ﺮـﻈﻧ ﺭﺩ ﺎﺑ ، ﻱﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﺎﻬﻧﺭﺩ ﻭ ﺪﺷﺎﺑﻲ ﻣ WT ﻞ ـﻴﻠﺤﺗ ﻭ ﻪ ـﻳﺰﺠﺗ ﻱﺮﻴﮔ ﺭﺎـﻛ ﻪـﺑ ﺯﺍ ﻑﺪـﻫ ، ﺮـﺿﺎﺣ ﺶﻫﻭﮋﭘ ﺭﺩ .ﺪﻫﺩﻲ ﻣ ﺶﻫﺎﻛ ﺍﺭ ﻲﻄﻴﺤﻣ SWOT .ﺪﺷﺎﺑﻲ ﻣ ﻥﺎﻣﺯﺎﺳ ﻱﮋﺗﺍﺮﺘﺳﺍ ﻦﻳﺮﺘﻬﺑ ﺏﺎﺨﺘﻧﺍ ﻭ ﻱﺩﺎﻬﻨﺸﻴﭘ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﺖﻳﻮﻟﻭﺍ ﻦﻴﻴﻌﺗ ﻲﺟﺭﺎـﺧ ﻭ ﻲـﻠﺧﺍﺩ ﻂﻴـﺤﻣ ﻭ ﺕﺎـﻴﻠﻤﻋ ﻪـﺑ ﺎﻨـﺷﺁ ﻩﺮـﺒﺧ ﻭ ﺺـﺼﺨﺘﻣ ﺮـﻔﻧ 5 ﻖﻴﻘﺤﺗ ﻦﻳﺍ ﻱﺭﺎﻣﺁ ﻪﻌﻣﺎﺟ ﺏﺎـﺨﺘﻧﺍ ﺮـﻔﻧ 5 ﻥﺎـﻤﻫ ﻪـﻌﻣﺎﺟ ﻢـﺠﺣ ﻥﺩﻮﺑ ﻦﻴﻳﺎﭘ ﺖﻠﻋ ﻪﺑ ﺮﻈﻧ ﺩﺭﻮﻣ ﻖﻴﻘﺤﺗ ﻱﺭﺎﻣﺁ ﻪﻧﻮﻤﻧ .ﺪﻨﺷﺎﺑ ﻲﻣ ﻥﺎﻣﺯﺎﺳ .ﺪﻳﺩﺮﮔ ﻞﺻﺎﺣ ﻥﺎﺼﺼﺨﺘﻣ ﻱﺎﻫﺕ ﻭﺎﻀﻗ ﻉﺎﻤﺟﺍ ﻖﻳﺮﻃ ﺯﺍ ﻩﺪﺷ ﻱﺭﻭﺁ ﻊﻤﺟ ﺕﺎﻋﻼﻃﺍ ﻲﻣﺎﻤﺗ .ﺪﻧﺪﺷ ﻱ ﺩﺎﻬﻨـﺸﻴﭘ ﻢﺘﻳ ﺭﻮـﮕﻟﺍ ﻱ ﺎـﻨﺒﻣ ﺮﺑ ،ﻖﻴﻘﺤﺗ ﻦﻳﺍ ﺭﺩ ﻝﺪﻣ ﻱﺮﻴﮔﺭﺎﻛ ﻪﺑ ﻱﺍﺮﺑ ﺮﻈﻧ ﺩﺭﻮﻣ ﻞﺣﺍﺮﻣ ANP ﻝﺪـﻣ ﺭﺩ ﺎـﻫﻦ ﻳﺰﮕﻳ ﺎـﺟ ﻲﻳ ﺎـﻬﻧ ﻥﺍﺯﻭﺍ ﻪﺒـﺳﺎﺤﻣ ﻱ ﺍﺮـﺑ ﻻﻮﻤﻌﻣ .ﺪﺷﺎﺑ ﻲﻣ (2007) ﻥﺮﻳﻭﺪﮔﺍﺩ ﻭ ﻞﺴﻛﻮﻳ .ﺪﻨﻨﻛﻲ ﻣ ﻩﺩﺎﻔﺘﺳﺍ ﺲﻳﺮﺗﺎﻣﺮﭘﻮﺳ ﺯﺍ ، ANP 167(cid:2) ... SWOT ﻱﺎﻫﻝ ﺪﻣ ﻱﺮﻴﮔﺭﺎﻛ ﻪﺑ ﺎﺑ ﻲﻧﺎﻣﺯﺎﺳ ﻱﺎﻫﻱ ﮋﺗﺍﺮﺘﺳﺍ ﻲﺑﺎﻳﺯﺭﺍ ﻭ ﻦﻳﻭﺪﺗ ﺕﺎ ـﻴ ﻠﻤﻋ ﺯﺍ ﻥﺍﻮـﺗﻲ ـﻣ ،ﻲﻳ ﺎـﻬﻧ ﻥﺍﺯﻭﺍ ﻪﺒـﺳﺎﺤﻣ ﻱﺍﺮﺑ ﺲﻳﺮﺗﺎﻣﺮﭘﻮﺳ ﺵﻭﺭ ﺯﺍ ﻩﺩﺎﻔﺘﺳﺍ ﺮﺑ ﻩﻭﻼﻋ ﺎﻣﺍ ﻦ ـﻳﺍ ، ﺪﻨـﺷﺎﺑ ﻢـﻛ ﻲﻧﻭﺭﺩ ﺕﺎﻃﺎﺒﺗﺭﺍ ﺎﺑ ﻞﻣﺍﻮﻋ ﺩﺍﺪﻌﺗ ﻪﻛ ﻲﻌﻗﺍﻮﻣ ﺭﺩ ﻩﮋﻳﻭ ﻪﺑ .ﺩﺮﻛ ﻩﺩﺎﻔﺘﺳﺍ ﺰﻴﻧ ﻲﺴﻳﺮﺗﺎﻣ ﺪـﻨﻳﺁﺮﻓ ﺕﺎ ـﻴﻳﺰﺟ ،ﻲ ـﺴﻳﺮﺗﺎﻣ ﺵﻭﺭ ﺭﺩ ﻦﻴـﻨﭼ ﻢﻫ .(2007 ،ﻥﺮﻳﻭﺪﮔﺍﺩ ﻭ ﻞﺴﻛﻮﻳ) ﺩﺭﺍﺩ ﺩﺮﺑﺭﺎﻛ ﺵﻭﺭ .ﺩﻮﺷﻲ ﻣ ﺺﺨﺸﻣ ﻲﻠﺧﺍﺩ ﻞﻣﺍﻮﻋ ﻒﻌﺿ ﻁﺎﻘﻧ ﺕﻮﻗ ﻁﺎﻘﻧ ﻲﺟﺭﺎﺧ ﻞﻣﺍﻮﻋ ﺖﻛﺮﺷ ﻲﻟﺎﻣ ﻒﻌﺿ .1 ﻥﺍﻭﺍﺮﻓ ﺭﺎﻛ ﻱﻭﺮﻴﻧ ﺩﻮﺟﻭ .1 ﺕﺍﺩﺎﻬﻨﺸﻴﭘ ﻡﺎﻈﻧ ﺩﻮﺟﻭ ﻡﺪﻋ .2 ﻱﺪﻴﻟﻮﺗ ﺕﻻﻮﺼﺤﻣ ﻉﻮﻨﺗ .2 ﺖﻛﺮﺷ ﺢﻄﺳ ﺭﺩ ﻥﺎﻨﻛﺭﺎﻛ ﺪﻳﺪﺷ ﺖﻳﺎﺿﺭ ﻡﺪﻋ .3 ﺐﺳﺎﻨﻣ ﺖﻤﻴﻗ ﻥﺩﻮﺑ ﺍﺭﺍﺩ .3 ﻢﺘﺴﻴﺳ ﻪﺑ ﻲﻌﻗﺍﻭ ﻱﺪﻨﺒﻳﺎﭘ ﻡﺪﻋ .4 ﺖﻴﻔﻴﻛ ﺖﻳﺮﻳﺪﻣ ﺭﺍﺮﻘﺘﺳﺍ .4 ﺖﻴﻔﻴﻛ ISO9001 ﺖﻴﻔﻴﻛ ﺎﺑ ﻭ ﺐﺳﺎﻨﻣ ﻱﺪﻨﺑ ﻪﺘﺴﺑ .5 ﺎﻫ ﺖﺻﺮﻓ ﺕﻻﻮﺼﺤﻣ ﻪﺻﺮﻋ ﺭﺩ ﻱﻮﻗ ﻱﺎﺒﻗﺭ ﺩﻮﺟﻭ ﻡﺪﻋ .1 ﻲﻠﺧﺍﺩ ﻱﺎﻫﺭﻮﺸﻛ ﻪﺑ ﺕﺍﺭﺩﺎﺻ ﻥﺎﻜﻣﺍ .2 ﻕﺍﺮﻋ ًﺎﺻﻮﺼﺧ ﻪﻳﺎﺴﻤﻫ ﺮﻳﺎﺳ ﺭﺩ ﻪﺒﻌﺷ ﻥﺩﻮﻤﻧ ﺮﻳﺍﺩ ﻥﺎﻜﻣﺍ .3 WO ﻱﮋﺗﺍﺮﺘﺳﺍ SO ﻱﮋﺗﺍﺮﺘﺳﺍ ﺭﻮﺸﻛ ﻱﺎﻫﻥ ﺎﺘﺳﺍ ﻪﻳﺎﺴﻤﻫ ﻱﺎﻫﺭﻮﺸﻛ ﻪﺑ ﺕﺍﺭﺩﺎﺻ ﻲﻧﺎﻣﺯﺎﺳ ﮓﻨﻫﺮﻓ ﺩﺎﺠﻳﺍ ﻝﺎﺳ ﻝﻮﺼﻓ ﻪﻤﻫ ﺭﺩ ﺎﺿﺎﻘﺗ ﺩﻮﺟﻭ .4 ﻕﺍﺮﻋ ﺎﺻﻮﺼﺧ ﻱﻭﺮﻴﻧ ﻲﺷﺯﺭﺍ ﺖﻳﺮﻳﺪﻣ ﺮﺑ ﺪﻴﻛﺄﺗ ﺎﻫﻥ ﺎﺘﺳﺍ ﺮﻳﺎﺳ ﺭﺩ ﻪﺒﻌﺷ ﻥﺩﻮﻤﻧ ﺮﻳﺍﺩ ﺩﺪﻌﺘﻣ ﻥﺎﮔﺪﻨﻨﻛ ﻦﻴﻣﺄﺗ ﺯﺍ ﻩﺩﺎﻔﺘﺳﺍ .5 ﻲﻧﺎﺴﻧﺍ ﺎﻫ ﺪﻳﺪﻬﺗ ﺭﺩ ﻲﺘﻟﻭﺩ ﻱﺎﻫ ﻚﻧﺎﺑ ﻱﺮﻴﮔ ﺖﺨﺳ .1 WT ﻱﮋﺗﺍﺮﺘﺳﺍ ST ﻱﮋﺗﺍﺮﺘﺳﺍ ﻡﺍﻭ ﻱﺎﻄﻋﺍ ﺕﻻﻮﺼﺤﻣ ﻲﺗﺎﻐﻴﻠﺒﺗ ﻢﻴﺗ ﻞﻴﻜﺸﺗ ﻲﺟﺭﺎﺧ ﻱﺎﻫﻩ ﺪﻨﻨﻛ ﻦﻴﻣﺄﺗ ﺯﺍ ﻩﺩﺎﻔﺘﺳﺍ ﻲﻠﻠﻤﻟﺍ ﻦﻴﺑ ﻱﺎﻫﻢ ﻳﺮﺤﺗ ﺩﻮﺟﻭ .2 ﺎﻬﻧﺎﺘﺳﺭﺎﻤﻴﺑ ﺭﺩ ﺐﺳﺎﻨﻣ ﻱﺎﻫﻡ ﺍﻭ ﺯﺍ ﻩﺩﺎﻔﺘﺳﺍ ﺮﺑ ﺪﻴﻛﺄﺗ ﺎﺑ ﻪﻠﺑﺎﻘﻣ ﻱﺍﺮﺑ ﻲﻳﺎﻫﺭﺎﻜﻫﺍﺭ ﻦﻳﻭﺪﺗ ﺪﻴﻟﻮﺗ ﻪﺻﺮﻋ ﻪﺑ ﺪﻳﺪﺟ ﻱﺎﺒﻗﺭ ﺩﻭﺭﻭ .3 ﻲﺘﻟﻭﺩ ﻲﻠﻠﻤﻟﺍ ﻦﻴﺑ ﻱﺎﻫﻢ ﻳﺮﺤﺗ ﺮﻳﺯ ﻩﺪﻨﻨﻛ ﻦﻴﻣﺄﺗ ﻞﻣﺍﻮﻋ ﺩﻮﺟﻭ .4 ﻲﻨﻴﻣﺯ SWOT ﺲﻳﺮﺗﺎﻣ :2 ﻝﻭﺪﺟ ﻲﻧﺎﻣﺯﺎﺳ ﮓﻨﻫﺮﻓ ﺖﻳﺮﻳﺪﻣ (cid:2) 168 ﻲ ﻠـﺻﺍ ﻞـﻣﺍﻮﻋ ﻥﺎ ـﻴ ﻣ ﻂـﻘﻓ ﻭ ﻩﺩﻮـﺑ ﻢـﻛ ﻲ ـﻧﻭﺭﺩ ﺕﺎﻃﺎﺒﺗﺭﺍ ﺩﺍﺪﻌﺗ ،ﺮﺿﺎﺣ ﻖﻴﻘﺤﺗ ﺭﺩ ﻪﻛ ﺎﺟ ﻥﺁ ﺯﺍ .ﺪﺷ ﻩﺩﺎﻔﺘﺳﺍ ﻲﺴﻳﺮﺗﺎﻣ ﺵﻭﺭ ﺯﺍ ،ﺩﺭﺍﺩ ﺩﻮﺟﻭ ﻲﻧﻭﺭﺩ ﺕﺎﻃﺎﺒﺗﺭﺍ SWOT ﻭ ﻞـﺴﻛﻮﻳ ﻱ ﺩﺎﻬﻨـﺸﻴﭘ ﻢﺘﻳ ﺭﻮـﮕﻟﺍ ﺯﺍ ،ﻖ ـﻴﻘﺤﺗ ﻦ ـﻳ ﺍ ﺭﺩ ﺎـﻫ ﻦﻳﺰﮕﻳﺎﺟ ﻲﻳﺎﻬﻧ ﻥﺍﺯﻭﺍ ﻦﻴﻴﻌﺗ ﺭﻮﻈﻨﻣ ﻪﺑ ﺍﺭ ﺕﺎﺒـﺳﺎﺤﻣ ﺕﺎ ـﻴﻳ ﺰﺟ ﻭ ﻩﺩﻮـﺑ ﻲ ـﺴﻳﺮﺗﺎﻣ ﺵﻭﺭ ﻚﻳ ﻢﺘﻳﺭﻮﮕﻟﺍ ﻦﻳﺍ .ﺪﺷ ﻩﺩﺎﻔﺘﺳﺍ (2007) ﻥﺮﻳﻭﺪﮔﺍﺩ .ﺪﻫﺩﻲ ﻣ ﻥﺎﺸﻧ ﻲﺑﻮﺧ ﻪﺑ :ﺪﺷﺎﺑﻲ ﻣ ﺮﻳﺯ ﺐﻴﺗﺮﺗ ﻪﺑ ﺮﻈﻧ ﺩﺭﻮﻣ ﻝﺪﻣ ﻞﺣﺍﺮﻣ ﺢﻄـﺳ 4 ﺯﺍ ﻝﺪـﻣ ﻦ ـﻳﺍ . ﺩﻮـﺷﻲ ﻣ ﻲﻫﺪﻧﺎﻣﺯﺎﺳ ﻝﺪﻣ ﺕﺭﻮﺻ ﻪﺑ ﻪﻟﺄﺴﻣ ﺍﺪﺘﺑﺍ ﺭﺩ .ﻝﻭﺍ ﻪﻠﺣﺮﻣ ANP ﺎـﺑ ﻁﺎـﺒﺗﺭﺍ ﺭﺩ ﻡﻭﺩ ﺢﻄـﺳ ﻭ ﻱ ﮋﺗﺍﺮﺘـﺳﺍ ﻦﻳ ﺮـﺘﻬﺑ ﺏﺎـﺨﺘﻧﺍ ﻪـﺑ ﻁﻮـﺑﺮﻣ ﻝﻭﺍ ﺢﻄﺳ .ﺖﺳﺍ ﻩﺪﺷ ﻞﻴﻜﺸﺗ ﺭﺍﺮـﻗ ﻝﺪـﻣ ﻡﻮـﺳ ﺢﻄـﺳﺭﺩ ، ﻲﻋﺮﻓ ﻞﻣﺍﻮﻋ .ﺪﺷﺎﺑﻲ ﻣ ﻞﻴﻠﺤﺗ ﻭ ﻪﻳﺰﺠﺗ ﻲﻠﺻﺍ ﻞﻣﺍﻮﻋ SWOT SWOT ﻞـﻣﺎﻋ ﻱ ﺍﺮـﺑ ﻲ ـﻋﺮﻓ ﻞـﻣﺎﻋ 4 ، ﺕﻮـﻗ ﻁﺎـﻘﻧ ﻲﻠﺻﺍ ﻞﻣﺎﻋ ﻱﺍﺮﺑ ﻲﻋﺮﻓ ﻞﻣﺎﻋ 5 ﻞﻣﺎﺷ ﺢﻄﺳ ﻦﻳﺍ .ﺪﻧﺭﺍﺩ ﻲ ﻠـﺻﺍ ﻞـﻣﺎﻋ ﻱ ﺍﺮـﺑ ﻲﻋﺮﻓ ﻞﻣﺎﻋ 4 ﻭ ﺎﻫﺖ ﺻﺮﻓ ﻲﻠﺻﺍ ﻞﻣﺎﻋ ﻱﺍﺮﺑ ﻲﻋﺮﻓ ﻞﻣﺎﻋ 5 ،ﻒﻌﺿ ﻁﺎﻘﻧ ﻲﻠﺻﺍ ﺩﺭﻮـﻣ ﻝﺪـﻣ . ﺪـﺷﺎﺑﻲ ﻣ ﻪﻌﻟﺎﻄﻣ ﻦﻳﺍ ﺮﻈﻧ ﺩﺭﻮﻣ ﻱﺎﻫ ﻱ ﮋﺗﺍﺮﺘﺳﺍ ﺮﮕﻧﺎﻴﺑ ﺰﻴﻧ ﺮﺧﺁ ﺢﻄﺳ .ﺩﻮﺷﻲ ﻣ ﺎﻫﺪﻳﺪﻬﺗ .ﺖﺳﺍ ﻩﺪﺷ ﻩﺩﺍﺩ ﺶﻳﺎﻤﻧ 1ﻞﻜﺷ ﺭﺩ ﺮﻈﻧ SWOT ﻱﺍﺮﺑ ANP ﻝﺪﻣ : 1 ﻞﻜﺷ
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