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62 1 . ( 8 69 :; +<
1. Internal Factor Evaluation 2. External Factor Evaluation
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.
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1. Strengths, Weaknesses, Opportunities and Threats Matrix
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al., 2010 (.
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SWOT
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M ;5 * I T * SWOT
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6 AA
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I - . J
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Abedinzadeh
et al., 2009 (
.
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5+
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.
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A 3A 9
;1 : -L A* 2 3A A4 K+E E b+*
/ :7V
; ; K+E E ^ I & *
+A . A
1. Quantitative Strategic Planning Matrix
A U 2A I & * A F % +A' /A +A
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9+T AA9+T - AA.
AA 2 AA O
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- ]9
M I & * / 9
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AAJ _`AA8 .
^AA /AAJ AA9 V 2 AA AA
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+9 * *
A9
9 / +' A B=+
3A J I & A* VA , .
A
2 AA sAA
t % 6AA +F ^AA AA. AA r
* +9 * 9 A9
A aA4 +A
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AA.
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J 2 .
- :Ah
Ac J ^ L * M ^ DA 3A
AJ A A ‚ A /A /;1 Erabi et al., )
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9
%+5 v B9
i k 3 F 9
M * w + *
/ 9 c J ^ L * -V A / A +9
+A . 2A
3 % FP /
M > B % +'
6 +F 9
6A +F M A9
/A
, AA*
. AA M AA /AA 9
-VAA
c J ^ L * 3
* >J 10 6 F >AO
9 10 >AO 6 F A9
- A /AJ
* B=+
V , 39
= T ]9 .
2 . 6 +F ^ . / 9
A9 /AJ
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AA I +AA . 2AA
\ AAk 3AA 9 . AA* AA.
\ AAk 6AA +F AA M AA - AA.
AA9
M AA 6AA +F AA
AA9 3 AA . . 2AA
\ k . / +9 + * ^ A
A* 39+A
6 +F ^ . ‡E w 9
9 /J
39 ;' DB9 * B=+
.
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.
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M AA -• AA iAA
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4 . I 9 a4 - . _`8 1
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A A89 3A .
.
9 a4 89
3 . -L A* ; 5 +
6AA +F AA \AA* +AA?
AA9 AA9
) I O ' = - T .
%+5 i Ak = . A.
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A*
. A 9 2A /A aA4
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1 . a4 3 n
2 . K aA4 -3A1 n
3 . C+B a4 - 4
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5 . 4 I 9 a4 - . A / A*
+A .
I 9 4 +QB a4 - .
r 6A' 1 „+
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)
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. A 4 I A 9 aA4 - A.
89 3 . -L * ^ . 9 a4 A.
6 +F t / /4+ O /J * 9
9
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. 35 .
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3 I a4
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6 . I AA 9 „+AA r ^AA AA. aAA4 - AA.
+ * / 9 M - . Ac J ^ L A* -VA
/ * +
. „+ r I 9 A89 a4 - .
AA -L AA* b 3AAJ /AAF+ r AA. /AAJ 3AA.
a4 8
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8 -L * .
/A /A4+ A /A 7 A*
A . :
6 +F 9
9 /J % AQ A 3 9 +
39 aW t -L * .
„+A r 2 A D1 = % &
I 9 -L A* /AF+ r . a4 - . A.
-L * ^ +;0 W9
-L A* / 9
W
* .
3 . M
X 9 /
* I3 , 4 d* G V 7 9, -3 - A.
I3 * / 8* G - .
6 R I3 J . S
\A7 5 A A I T * J ;F
1. Total Auractiveness Scores
‚ A / 9 9 6 +F * M C 34 - . 1 2 A*
. / A8* G 2A A.
9 `
/J C A* X AG D :B A*
AJ -
+ , I T 2 3
3 / * +?
\ 1
+AA /AA +AA? AA]9
‚ AA0 ^AA AA. I3AA
M \ Ak A9 A9 6A +F - A.
I -
- . i 6A 5 I3A
3 .3 . + J = * J‰
s4
A? /A Š = '
I W8 , % V Or QQ` - .
/AJ I
I T , +4 \ *
= 8 G D. LG . - A.
* I3 - /
. D. LG 2
* / = T +? / v+
. /A 3A BF
+A A? +rA89 3 * - c J b • & J 39
. b • 6A 7 2 A . /A
+ J A= 2 + )
w4
( A`
D i Ak I AT - A.
+ /J /
* 3 , 6A 5 ,
+ /]1P .
* MG - .
b r9 6A' 1 X A 9 I3
AA9 AA9 6AA +F M AA 6RAA
2
I3. 8 +
. /AJ % +A' 2 / A 9
AO9
AB= +A A9 6A +F A M 9 M O9 + 9 6 +F
A I AT ^ L A* 5+ † - + F 3AA 2 AA AA .
< AA0 6RAA
2AA I3AA
/]= k 5+
9 J : ) ( WO
5
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- /]=
/9 J +A
I O ' = 2 4 2 A i Ak v AB9 A.
. 2 3 MN*
- . . 9
: I AT 3
/AA]= AA 5+
AA /AA9 J 2 = AAT AA]9
i k /F+ r ' = .
- .
* A I3A
i k / IL /4+
' = . % +A' >AO - A.
= T . / 9 - . 5+ / /4+
Ah :
Ak W - . .
A.
) A5 4 AO
= 3 ( . G 3 V .
? 18 1 . @ ! A '
' 6 -B ,
C 0 / D-E F G'
? ' 01 ' 4'
1 . - ƒF +4 .
S / 4 ;F G
R8
%+
* J / r
\1 ' ]9 06
/ 0 2
+ 12 / 0
2 . 0B /* - +8J 5 <=+ +r89 +4 )
* J
- J 3 (
055
/ 0 2
+ 11 / 0
3 . 2 O Ka4 9
I - . - +R J I T
042
/ 0 1
+ 042 / 0
4 . I W8 , %V Or +4 QQ` - .
042
/ 0 1
+ 042 / 0
5 . /4 + /9 +r89 6' 1 3 , Q Q` - F - .
03 / 0 1
+ 03 / 0
6 . 5 + ;F \05 +8J I W89 - T
06 / 0 2
+ 12 / 0
7 . J . S IV W9 ;F 1
: • 2 = T ]9 O I W89 I W 4
05 / 0 1
+ 05 / 0
8 . v
‚ 9 + 8. LG - . I W *
4 - .
035 / 0 1
+ 035 / 0
9 . >r1 9• * :
;F %• B A LG ; 8.
2
;; 7 05
/ 0 2
+ 1 / 0
0 / C H F G'
1 .
>. W `9 >J v . T J i k
063 / 0 1 - 053 / 0 -
2 . + 9
% O r 2 < 0 / 4 - .
* - . 065
/ 0 1 - 055 / 0 -
3 . + , - ƒ= % 9 R + J
054 / 0 2 - 108 / 0 -
4 .
= J 9 . T J . W8 , % 9 R +
055 / 0 2 - 11 / 0 -
5 . D. LG - % F + J
074 / 0 1 - 064 / 0 -
6 . 9 31 D 3 Js :
/ r - 4 / D9 C B 9 / + , „3 - ,+9 - .
T3 . LG 059
/ 0 1 - 049 / 0 -
7 .
> Q > * i k J 8 - T
+4 2 39 . : / 9 QQ`
-V 052
/ 0 2 - 104 / 0 -
8 . 9 93 - .3 ' % ; F >J >O*
: + , 055
/ 0 2 - 11 / 0 -
9 .
>J . + S _Q` ? ;F .
9 + - 056
/ 0 1 - 046 / 0 -
10 .
>J /= 1 W8. LG + I T -
043
/ 0 1 - 043 / 0 -
8
D
093
/ 0 -
? 18 2 .
' 6 -B , @ ! A '
C K L
0 / ( : < ( ;
? ' 01
' 4'
1 . 9 8G
* * - . / 9 ƒO9 - b 9
- V=
*+
: 7 =
;F - . 055
/ 0 2 + 11 / 0
2 . * +4
• *
*+
: , /9 ` 8. LG U + )
;1 : 3B ( 045
/ 0 1 + 045 / 0
3 . C B * R / +4 C =
J
\05 ;F - . J
. W89 - .
057 / 0 2 + 114 / 0
4 . I W * b V7 3BF / 4 - .
5 . W89 - .31 -
2 s 9 8. LG - .
056 / 0 2 + 112 / 0
5 . - F 7 \;4 I T 3 , 9 T +? R / D`
- . g 7 045 / 0 1 + 045 / 0
6 . / . = ' D` O G 9 D. LG
/ *+
043
/ 0 2 + 086 / 0
7 . - N* - 3 9 +4 ; +4 J
I + , - .
055 / 0 1 + 055 / 0
8 . , / ; F +4 -
O I W89 * QQ` =
055 / 0 1 + 055 / 0
9 . 7 = T
* - . b O9 ) ( NGOs +8J €0* C =
047 / 0 1 + 047 / 0
10 . Y * 6 5 3 ;F +4 R
: 9 O4 % FP
054 / 0 2 + 108 / 0
1 14!
0 / ( : < ( ;
1 .
* I + 9 ;F -+W7 - ;F U + , U T
039 / 0 1 - 039 / 0 -
2 . + 9 QQ` 7 = % O r + , b ]9 \*
051
/ 0 2 - 102 / 0 -
3 . + 9 9 r * 9 b3F - = 8. LG - . 9 +8J + , b ]9 \*
/ - .
I W89 05
/ 0 1 - 05 / 0 -
&
? 18 2 .
' 6 -B , @ ! A '
C K L
0 / ( : < ( ;
? ' 01
' 4'
4 .
>8E 3B=
3 ; w 3. 39 -L * %3
*+ - . :
D` + ,
+8J 058
/ 0 1 - 058 / 0 -
5 . +8J † ? 8. LG + , = D9 3 9 * * 6h 7 ?
045 / 0 2 - 09 / 0 -
6 .
>J + F % F - = % B B b+;F >O* +
056 / 0 2 - 112 / 0 -
7 . { 3 c J U T 3 T I W89
. , & J = 6 B +r89 .
062
/ 0 2 - 124 / 0 -
8 . / 9 {39 C+
+1 + , - . I
+ J / 3 - 39
044 / 0 1 - 044 / 0 -
9 . D9 / 4 3 ;F + J D. J 61 9 W8. LG W ?+ ,
= %PR8 A
4 QQ`
043
/ 0 1 - 043 / 0 -
10 .
• + 7 = ^ \ k 8. LG /9 ,+9 - .
04
/ 0 2 - 08 / 0 -
D 8
035 / 0
Y * C 34 3 /A]= -L A* /9 /A9 J
* - w 3. /
3 ; /A /A4+ A %3A
+ s A 9
: A A + , I AT 3A
-
* /A A >A8E
3A9 Jahani )
shakib, 2009 3 2 3 (
.
% F /J 39
:
-L AA*
1 ) (WO1
: AA AA 6AAQ= * - AA.
% O K+E E J * J Y - .
9 + D`
4 - . A*+
: % A ; F
9 3 )
W2O2
(
-L * 2 ) (WO2 I :
- 39 /
3 34 - .
d* G /J 3 4 - . 9 -+T )
W6O2 (
-L AA*
3 ) (WO3 I :
AA ;F \AA05 - 3AA9
) W1O3 (
-L AAAA*
4 ) (WO4
: I J AAAA - 3AAAA9
. W89 )
W1O4, W4O5, W4O6
(
-L A*
5 ) (WO5 C = : v A A = AJ
' I W89 +1
) W5O6 (
-L AA*
6 ) (WO6
: KaAA4 . AAS AA ;F
AA8. LG AA + , )
W2O2, W1O3, W1O4,
W9O1
( -L * 7 ) (WO7
*+ : : A + , - Aƒ=
9 / R I T 8. LG KaA4
I3A )
W3O5, W4O5
(
-L * 8 ) (WO8
*+ : : I %P Q - .
; R ) „+A +rA89 U aAG 3A A]9
/ ( ) W10O7
(
-L A*
9 ) (WO8 / * + :
+rA89 J
AA - +AA8J AA AAJ 6AA R -
. AAS AA ;F
) W9O2
(
O9 -L *
* - . /A4+ A I3
A4 - A A9 A9 6A +F A 4 / -
+7 3 -3 . / 9 M I & * -V
c J ^ L * )
(QSPM -L A* - A
- A.
9 2 MG f+=
\ Ak C A F aA4
2 .
3 9 4 I MNA* 6A F A.
9 4 I
- . 2 A -L A* A. - 6 +F
3 . / = A.
-L A* A89 - A.
C 3A4 3
- • +7 A4 -
3A9 . A - , A
* 2R . +4+ / * -L * AE 3A % & /;' 1 - .
2A /AJ
-L * . 3 A . I3A A Y R 9 .
/A
A. D. LAG 2A AR A G W % F 9 :.
MR 39 + -L A* 3 J
- A.
3 < 0 .
62 2 . ' ' 6 -B @ !
? 18 3 . -M (+! , (1
; 8
' N8
WO ( ;(+! , -M
762 /
5 ;F \05 - 39I :3-L * 1
553 /
5 3 4 - . 9 -+Td* G /J 3 34 - ./ - 39I :2-L * 2
526 /
5 . W89 J - 39I : 4-L * 3
524 /
5 +1 ' I W89 v = JC = :5-L * 4
458 /
5 ; R %P Q - .I :*+ :8-L * 5
029 /
5 I3 Ka4 9 / R I T 8. LG + , - ƒ=:*+ : 7-L * 6 406
/
4 8. LG + , ;F S. Ka4: 6-L * 7
236 /
4 ;F S. J 6 R - - +8J +r89 J/ * + :9-L * 8
445 /
3 4 - .D` 9 + - .% O K+E E + , - .6Q= * :1-L * 9
4 .
> N
* 2 9
%+A5 10 i Ak 10 A' = 10
3 * 3 3O + .
/A /4+
A 9 AO9
%+5 .
>O - : - ƒF +4 .
S / A 4 ;F
G R8
%+
A* J /A r \1 A'
A]9
AA I WAA89 - AA T 5 n
i AAk AA.
>AAO - :
= J 9 . T J . W8 , % 9 R + >OA*
A 9 9 3 - .3 ' % ; F >J :
+ , n ' = . >AO - : AR /A +A4
C B AA*
C AA = AAJ
\AA05 AA AA ;F - AA.
J I W * b V7 . W89 - . / 4 - .
5 3BF . WA89 - .3A1 A
- A 2 sA
9 8. LG - . n
.3 3O
>O - : { 3 T
U T 3 i Ak A / ;g -
I & A* A.
J . i k I T - Q 9 - . 36
3' %+A5 - A.
- Q 9
* . AT 5+ * & 2 A I
% AAB B b+AA;F >OAA* +AA AA A AA +AA F % AA F - AA = /
3AA , AA*
. 2AA
„+ r /J 89 * 9
I - . i Ak A A.
I T „+ r 44
3A' A' = - .3A 3O A.
b 3J . I T - Q 9 50
3'
* . C B 9 -
/ 9 k 2 ^
> %3 A A
4 -L * J - .
/
* I3A , A
/]=
> J aT /9 J .
-L * - 4 +7 A.
/ \ I
A A A ;F \05 - 39
I / A - 39 dA* G 3A 34 - A.
A. 9 -+AT -
4
* . O % 35 /J 89 U 2
9 R + /
U +A , -V 7 AF
/A
J . 2 O 8 G 2A +
D. LAG
I3R89 ŠP~ • ‚+0*
A A - . A
€0*
` \A* - A. . 2 = - /9 / 9
+ , -V + b r9
.
! C
/AA = AA8` /AA7 B 2AA AA8. LG ‚ AA - AA.
»
/ 9 k
A U + , - .
+8J « ) -VA ‚ b OE : A*+
b+A;F (
- 4 /J * ,
A - A8J M AG /
3 aT O I W89 .
/; A* 2 3A
- A - +AO 4 A* - A = ;F 9 2A 7 A A 1 D. LAG
9 3A5 A
+A .
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