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FIRMA DE TURISM
ù,
familiarizeze cititorul cu
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3(5)250$1 (/(
turism, indiferent de statutul
úL DFWLYLWDWHD ORU KRWHOXUL

restaurante, cafenele,
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de turism sunt determinate

de variabile specifice, care
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DFWLYLWDWH LQGXVWULDO  'H

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modul de formare a cererii CAPITOLUL 1

turistice în contextul strate-
giilor adoptate de firme dar
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STRUCTURA,
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FIRMELOR DE TURISM
CAPITOLUL 2

FORMAREA CERERII
TURISTICE
Capitolul 1
Structura, performantele
si strategiile firmelor
de turism

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 6758&785$3(5)250$1 (/(ù,

STRATEGIILE FIRMELOR
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PLANUL firmelor
CAPITOLULUI 1.2 Mediul economic industrial
1.3 Modele comportamentale ale firmei
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intermediarilor din turism

1.5 Sectorul tour-operatorilor în paradigma SCP
1.6 Gradul de concentrare în paradigma SCP
1.7 Comportamentul úLSHUIRUPDQ HOHWRXU-operatorilor
din Marea Britanie
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turistice
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• 3LH HFRPSHWLWLYHúLSLH HFRQWHVWDWH

• (FRQRPLHHYROX LRQLVW
• (FRQRPLHLQVWLWX LRQDO
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• Industria de servicii
CONCEPTE • 3HUIRUPDQ DILUPHL
• Elementele structurale ale sectorului
tour-operator
• Grad de concentrare
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 1 Structura, performan HOHúLVWUDWHgiile
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economice în
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domeniul industrial mai întâi principalele curente economice din domeniul industrial,
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în literatura despre turism, aceste concepte sunt utile în definirea

FRQWH[WXOXLQHFHVDUDQDOL]HLúL YRU IL XWLOHFHUFHW ULORUYLLWRDUH
Va fi
DSRL H[SOLFDW  SDUDGLJPD 6&3 LQGLcându-VH DSOLFD LLOH DFHVWHLD vQ

servicii, inclusiv în cazul intermediarilor din turism. Vor fi evaluate

úL S U LOH IRUWH FD úL OLPLWHOH 9D IL VXEOLQLDW UROXO WHRULHL MRFXULORU vQ

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modifiF ULOHDIHUHQWHvQVWUXFWXUDSLH HORUWXULVWLFH

 1.2 Mediul economic industrial

Paradigma SCP (Chamberlin 1933, Bain 1956, Marin 1917) a

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SDUDGLJPH VWUXFWXUD SLH HL SH FDUH RSHUHD]  ILUPHOH HVWH vQ XOWLP 
Paradigma SCP
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SHUIRUPDQ HORUúLHVWHP VXUDW SULQLQWHUPHGLXOXQRULQGLFDWRULFXP

DU IL SURILWDELOLWDWHD 9DULDELOHOH VWUXFWXULL SLH HL FXP DU IL QXP UXO

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presupun stabLOHvQDFHDVW SDUDGLJP 

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SHUIHFW  $VWIHO GDF  ILUPHOH vúL VWDELOHVF SUH XULOH PXOW SHVWH

costurile marginale, vor avea loc interYHQ LLJXYHUQDPHQWDOHúLVHYRU

LQWURGXFH P VXUL GH VWLPXODUH D FRPSHWL LHL 'HFL 6&3-ul este

orientat politic.

În contrast cu modelul empiric SCP, úFRDOD GH OD &KLFDJR a

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ùFRDOD FRQYHQ LRQDO DO HFKLOLEUXOXL SH WHUPHQ OXQJ vQ FDGUXO SLH HORU

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de la Chicago
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2FRQWULEX LHVHPQLILFDWLY FDUHPRGLILF SDU LDOSR]L LLOHRDUHFXPUHVWULFWLYHúLFRQYHQ LRQDOHDIRVWFHDD

lui Barimol (1982). Acesta a promovat teoria SLH HORU FRQWHVWDWH SOHFkQG GH OD DGHY UXO F  PR delele
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&KLFDJR DX IRVW DGRSWDWH úL GH XQLL HFRQRPLúWL GLQ (XURSD -XQJ úL 6KHSKHUG  úL +R\ úL 0RUULV

(1991)).

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- hicago
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RSHUDWRULL GH WXULVP úL DJHQ LL GH turism. Comisioanele oferite de

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proceselor realizate, cum ar fi “cRQWUROXO WRWDO DO FDOLW LL´ úL FRVWXULOH GHVFRSHULULL úL DGRSW ULL ORU VXQW

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D PRGHOD LQRYD LD úL FUHúWHUHD V DX I FXW vQ FDGUXO PRGHOHORU QHRFODVLFH H[ 'RVJXSWD úL 6WLJOLW]
- – 1980,
3ULVVPDQúL6XOSPDQ –$JKLPúL+HZLWW– 1992, 1998).
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- –HVWHDFHHDF 

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SUREOHP GHLPSRUWDQ IXQGDPHQWDO vQDQDOL]DRIHUWHLúLDQXPHDUDQMDPHQWHOHRUJDQL]D LRQDOH .

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preocuparea de a DYHD R ED]  WHRUHWLF  VROLG  'DYLHV úL

colaboratorii –6FKPDOHQVHHúL:LOOLQJ– 1989; Basn – 1993;
Teoria jocului S. Martin –'HDFHHDHVWHMXVWLILFDW XWLOL]DUHDXQRUWHUPHQL
úLPRQRSROXULOH ca 1RXD(FRQRPLH,QGXVWULDO úLNoua Organizare ,QGXVWULDO  Nu
este în totalitDWH R FRLQFLGHQ  IDSWXO F  DFHVWH PLúF UL DX IRVW
stimulate de teoria jocului, ca un mijloc de a analiza strategiile de
afaceri. Utilizarea teoriei jocului permite nu numai încorporarea
LQFHUWLWXGLQLL úL D LQIRUPD LLORU DVLPHWULFH GDU IDFH SRVLELO  úL

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monopolurilor, a modelelor oligopolurilor, ca cele descrise de

%HWUDQG &RQUXVW úL 6WDFNHOEHUJ 6 0DUWLQ – 1993), incluse în
textele de ED]  DOH PDFURHFRQRPLHL DVWIHO F  GH]YROWDUHD WHRULHL
oligopolului este acum un element dominant în economia
LQGXVWULHL$FHDVW DQDOL] DJHQHUDWQRLFRUHO ULDOHXQRUSUREOHPH

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ofere modele asupra comportamentului industriei, testabile

HPSLULF D HúXDW 'H DVHPHQHD V D GDW R DWHQ LH PDL PDUH
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ate în
cadrul teoriei alegerii publice (de exemplu, Buchanon – 1968).

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teoriile comportamentale ale firmelor, teorii care s-au dezvoltat în
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 1.3 Modele comportamentale ale firmei

Modelele comportamentale ale firmei au evoluat simultan FX QRXD HFRQRPLH LQGXVWULDO  vQ VSHFLDO vQ
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Õ deciziile în firme sunt identice cu cele ale indivizilor din firme;

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empirice.
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studiul asupra ofertei turistice.

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intermediarilor din turism

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1.5. Sectorul tour - operatorilor în paradigma SCP

Modelul SCP poate furniza analize economice, de exemplu în sectorul tour-operatorilor acest sector
GH LQkQGRFRW LPSRUWDQW DRIHUWHLWXULVWLFH

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Tabelul 1.1.

Elemente structurale Dimensiunea elementelor structurale

• 1XP UXOFXPS U torilor )RDUWHPXQ LGHH[HPSOXPLOvQ0DUHD Britanie în 1994
• 1XP UXOILUPHORU )RDUWHPXOWHGHH[HPSOXSHVWHvQ68$úLSHVWHvQ0%

• 0 ULPHDILUPHORU 'LIHULW  úL GLYHUVLILFDW  vQ IXQF LH GH QXP UXO GH YDFDQ H YkQGXWH úL FRWD

GHSLD

ÌQ JHQHUDO FRVWXUL MRDVH FX H[FHS LD PDULORU ILUPH WRXU
• Bariere de intrare -operatoare.
8úXULQ DLQWU ULLLHúLULLVHP VRDU SULQ

• ULWPXO GH FUHúWHUH DO QRLORU ILUPH  vQ 68$ vQ  DQL SHULRDGD
1982-úLWRW0%vQDQLSHULRDGD-1994;
• ULWPXOGHGLVSDUL LHvQ68$úL(XURSDvQDQLSkQ vQ
• 6WUXFWXUDúLP ULPHD Costuri fixe relativ ridicate la contractare, reduse uneori prin clauze
costurilor speciale.
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ÌQ JHQHUDO VF ]XW  FX H[FHS LD PDULORU RSHUDWRUL FDUH IDF SDUWH GLQ
• Diversificare
conglomerate
5LGLFDW P VXUDW SULQFRWDGHSLD 
• Concentrarea
• în SUA 10 mari firme controlau în 1992, 30% diQSLD
• vQ0%SULPHOHILUPHFDP ULPHFRQWURODXGLQSLD vQ

• Caracteristicile produsului (WHURJHQH SXWHUQLF GLIHUHQ LDWH SUH XUL GLVFULPLQDWRULL VWUDWHJLL VSHFLILFH

de segmentare
Comportament
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• Publicitatea GHSLD 

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• ,QRYD LD Teoretic nici una

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• Prevederi legislative sectorului

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primele 5-10 firme.
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&RVWXULOHLQWU ULL
sunt avantajate. De exemplu, acestea pot ridica bariere de pre-intrare
SHSLD DWXULVWLF
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GH DVLPHWULL vQWUH SR]L LLOH FHORU FDUH GRUHVF V  LQWUH úL FHL FDUH VXQW

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iar mai recent au fost interpretate ca avantaje ale primului venit

/LHEHUPDQ úL 0RQWJRPHU\  %DULHUHOH SRVW-intrare, cum ar fi

HFRQRPLDGHVFDO úLSUH XULOHGHLQWUDUHVF ]XWHSRWILLGHQWLILFDWHúL

pot conferi în teUPHQLDEVROX LDYDQWDMHGHFRVW

Barierele strategice de intrare sunt instaurate prin eforturile

FRQúWLHQWH I FXWH GH ILUPHOH H[LVWHQWH SH SLD  GH D vPSLHGLFD
Bariere strategice accesul firmelor nou venite. Exemple tipice sunt adoptarea de
GHLQWUDUHSHSLD  SUH XULOLPLW SHQWUXGLIHUHQ LHUHDSURGXVHORUFUHúWHUHDFKHOWXLHOLORU

FX SXEOLFLWDWHD HIRUWXUL VSRULWH SHQWUX FUHúWHUHD HILFLHQ HL VDX D

a tour-operatorilor
FDSDFLW LORU SHQWUX VF GHUHD FRVWXULORU GH SURGXF LH )LUPHOH vúL

vQW UHVFGH DVHPHQHDDFWLYLWDWHDVWUDWHJLF GHED] 3ULQDFWLYLWDWHD

strategic  GH ED]  ILUPD vúL DWLQJH RELHFWLYHOH LQkQG FRQW GH

RSRUWXQLW LOH DPHQLQ ULOH SXQFWHOH WDUL úL FHOH VODEH DOH VDOH ÌQ

WHUPHQL HFRQRPLFL DFWLYLWDWHD GH ED]  SHUPLWH DWLQJHUHD vQ

GLQDPLF  D HFRQRPLLORU GH VFDO  VDX R H[WLQGHUH D GLIHUHQ LHULL

produsHORU ÌQ XQHOH FD]XUL ILUPHOH H[LVWHQWH SH SLD  vúL FUHHD] 

FDSDFLW L GH UH]HUY  SHQWUX D FUHúWH UDSLG UH]XOWDWHOH úL SUH XULOH

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QHSURILWDELO  ILLQG IRU D L V  LDV  UDSLG GH SH SLD  0HQ LQHUH a de
FDSDFLW L GH UH]HUY  HVWH R VWUDWHJLH FDUH vQVHDPQ  R UHDO 

DPHQLQ DUH SHQWUX SRWHQ LDOLL QRX YHQL L úL FDUH HVWH VSULMLQLW  GH R

VWUDWHJLH GH SHGHSVLUH SULQ LQWHUPHGLXO XQXL U ]ERL DO SUH XULORU

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DFKL]L LRQDUHD XQHL OLQLL DHULHQH VDX D XQXL ODQ  GH KRWHOXUL SRDWH

constitui un "pre-DQJDMDPHQW FDUH DF LRQHD]  FD R RSUHOLúWH OD

LQWUDUHúLLHúLUHvQVSHFLDOvQVLWXD LD în care se pot realiza economii

VXEVWDQ LDOHODFDSLWROXOFRVWXULORU

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de a-L H[FOXGH SH FHL QRX YHQL L ÌQ DFHVW VHQV WHRULD HFRQRPLF  VXJHUHD]  F  LQYHVWLUHD vQ HOHPHQWH FX

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noX YHQL L 8Q DVWIHO GH SXQFW GH YHGHUH SDUH DSOLFDELO vQ VHFWRUXO WRXU-operatorilor din Anglia de la
mijlocul anilor 90.

,SRWH]DXQXLQLYHOVF ]XWDOFRVWXULORUFDUHQXSRWILDFRSHULWHSHWHUPHQVFXUWGHF WUHWRDWHVHFWRDUHOHHVWH

FRQVLGHUDW  R DERUGDUH VLPSOLVW  VWUDWHJLF (VWH PDL SUREDELO FD DFHVW QLYHO V  YDULH]H GHSLQ]kQG GH

VHJPHQWXOGHSLD SHFDUHVHGRUHúWHLQWUDUHDúLGHJUXSXOVWUDWHJLFGHFDUHDSDU LQHRDQXPLW ILUP 

&RQGL LLOH GH LQWUDUHLHúLUH QX VXQW vQ PRG QHFHVDU DFHOHDúL úL vQ OHJ WXU  XQHOH FX DOWHOH SH vQWUHDJD

LQGXVWULH VDX SLD  GDU SRW IL VSHFLILFH XQRU DQXPLWH VHFWRDUH VDX VHJPHQWH 9RP GD XQ H[HPSOX FDUH

LOXVWUHD] QXQXPDLFRQGL LLOHGHLQWUDUHLHúLUHGDUúLOHJ WXULOHGLQWUHDFHVWHD

6  SUHVXSXQHP F  XQ WRXU –operator de SH XQ VHJPHQW VSHFLDOL]DW SH XQ SURGXV GH H[HPSOX GH YDFDQ 

GRUHúWH V  VH H[WLQG  SH SLD  (FRQRPLD GH VFDO  úL GHFL UHGXFHUHD FRVWXULORU XQLWDUH SRW DF LRQD GUHSW

FRQGL LL GH LQWUDUH FDUH WUHEXLH vQGHSOLQLWH 3HQWUX D UHDOL]D DVHPHQHD HFRQRPLL RSHUD torul poate lucra cu
SURSULDOLQLHDHULDQ  úLFXODQ XOSURSULXGHKRWHOXULFHHDFHvQVHDPQ FRVWXULVXEVWDQ LDOHúL FDUHQXSRWIL

DFRSHULWHSHWHUPHQVFXUWDGLF REDULHU GHLQWUDUH

,GHHDJUXSXOXLVWUDWHJLFHVWHF SHRSLD GLYHUVLILFDW GLQSXQFWXOGHYHGHUHDOGLPHQVLXQLLúLLPSRUWDQ HL

ILUPHL DO SURGXVHORU H[LVW  VLPLOLWXGLQL vQWUH XQ QXP U GH FRPSDQLL úL SURGXVHOH ORU FHHD FH VXJHUHD] 

LQWHUHVH FRPXQH úL GH DFHHD DFHVWH FRPSDQLL SRW IL FODVLILFDWH vQ FDGUXO XQRU JUXSH LGHQWLILFDELOH úL

distincte. Pentru tour-RSHUDWRULFRQIRUP1(YDQVúL6WDEOHUVXQWWUHLQLYHOXULGHFRPSDQLLLGHQWLILFDWH

SULQGLPHQVLXQHFDSLWDOL]DUHVHJPHQWGHSLD úLJDPDGHSURGXVHRIHULWH(VWHXWLOV UHH[DPLQ PDFHDVW 

FDUDFWHULVWLF  SHQWUX D LOXVWUD FRQFHSWXO de grup strategic. Primul nivel, constând din aproximativ 10
RSHUDWRULHVWHPDLLQWHJUDWúLELQHFDSLWDOL]DWúLVHUYHúWHPDLPXOWHVHJPHQWHGHSLD 5HDOL]HD] HFRQRPLL

GH VFDU  úL GH LQH R SXWHUH FRQVLGHUDELO  SH SLD  $O GRLOHD QLYHO GH OD  OD  de firme, este mai
VSHFLDOL]DW GDU DUH XQ VHJPHQW GH SLD  FRQVLGHUDELO &HHD FH D U PDV DO WUHLOHD QLYHO HVWH IRUPDW GLQ

QXPHURDVHFRPSDQLLPLFLDGHVHDGHVLQHVW W WRDUHFXLQYHVWL LLUHGXVH

1.6. Gradul de concentrare în paradigma SCP

În cadrul modelului SCP s-a încercat determinarea celei mai bune

metode de evaluare a gradului de concentrare, ca un indicator al
FRPSHWLWLYLW LL SLH HL&RQFHQWUDUHD ULGLFDW  DUVXJHUDRVWUXFWXU GH

ROLJRSRO SH FkQG R LQFLGHQ  VF ]XW  D DFHVWHLD DU LQGLFD R SLD 

Gradul SXWHUQLF FRPSHWLWLY  7RWXúL DSDU OLPLWH vQ XWLOL]DUHD XQRU DVWIHO GH

GHFRQFHQWUDUHúL LQGLFDWRUL EUX L FXP DU IL QXP UXO GH ILUPH (VWH GH SUHVXSXV FD vQ

FD]XO H[LVWHQ HL XQXL QXP U UHGXV GH ILUPH DFHVWHD V  ILH DQJDMDWH
competitivitatea
într-R FRPSHWL LH V OEDWLF  SH FkQG vQ FD]XO H[LVWHQ HL PDL PXOWRU
SLH HL
ILUPHHOHV ILHVHSDUDWHVSD LDOVDXV VHUYHDVF VHJPHQWHGLIHULWHGH

SLD  úL DVWIHO V SRDW  FUHDR VLWXD LHUHODWLYQHFRPSHWLWLY  DúDFXP

GHILQHúWH &KDPEHUOLQ QR LXQHD GH FRPSHWL LH PRQRSROLVW  &D DWDUH

HVWH QHFHVDU V  VH LD vQ FRQVLGHUDUH GLPHQVLXQHD UHODWLY  D ILUPHORU

FD úL SUH XULOH FRVWXULOH QLYHOXULOH GH SURILW úL VHJPHQWHOH GH SLD 

SHQWUXDVHLGHQWLILFDFkWGHFRPSHWLWLY HVWHRSLD $O LIDFWRULFXP

DU IL LQWHQVLWDWHD OHJ WXULORU vQWUH ILUPH DX GH DVHPHQHD XQ impact
asupra gradului de concentrare.

Tour-RSHUDWRULL vQ VSHFLDO FHL FDUH RIHU  SDFKHWH GH SURGXVH vQ
PRG QRUPDODX QHYRLHGHOLFHQ SHQWUXDDYHD DFFHV ODPLMORDFHOH
Indicatori GH WUDQVSRUW DVWIHO F  HVWH SRVLELO V  VH HVWLPH]H GHVWXO GH ELQH
QXP UXO ILUPHORU 3H GH DOW  SDUWH GLPHQVLXQHD RIHUWHL SRDWH IL
de m VXUDUH GHILQLW vQPDLPXOWHPRGXUL)UHFYHQWVHIRORVHVFLQGLFDWRULVLPSOL
DSHUIRUPDQ HORU GH FRQFHQWUDUH FDOFXOD L vQ IXQF LH GH VHJPHQWXO GH SLD  QXP U
GH YDFDQ H DXWRUL]DWH SULQ OLFHQ  VDX HIHFWLY YkQGXWH úL QXP U GH
tour-operatorilor firme. În Anglia, sectorul dominant de ofertare este cel al
SDFKHWHORU GH YDFDQ  vQ VWU LQ WDWH úL XQ LQGLFDWRU FKHLH SHQWUX
P VXUDUHD FRQFHQWU ULL HVWH VHJPHQWXO GH SLD  GHULYDW GLQ
QXP UXO GH YDFDQ H YkQGXWH ,QIRUPD LL GHVSUH YDULDELOH FXP DU IL
capitalL]DUHD QXP UXO GH DQJDMD L FLIUD GH DIDFHUL VXQW JUHX GH
RE LQXW vQ FD]XO ILUPHORU PLFL &RPSDUkQG WRXU -operatorii din
$QJOLDúL68$VHFRQVWDW F vQ68$vQ -1994 primele 40 de
ILUPH GH WXULVP FRQWURODX  GLQ WRDWH YDFDQ HOH YkQGXWH ÌQ
Anglia, gUDGXOGHFRQFHQWUDUHHUDúLPDLULGLFDWSULPHOHILUPHGH
WXULVP DX YkQGXW  vQ  úL  vQ  GLQ WRWDOXO GH
PLOLRDQHGHYDFDQ H
8QDOWH[HPSOXGHFRQFHQWUDUHvQWXULVPVXQWOLQLLOHDHULHQH0 VXUDUHDFRQFHQWU ULLVHJPHQWXOXLGHSLD se
IDFHSULQLQGLFDWRULFXPDUILYHQLWXULOHGLQYkQ] ULSURILWXOúLQXP UXOGHSDVDJHULVDXNLORPHWULSDVDJHU

'DWRULW UHJOHPHQW ULORUVWDWXOXLúL D VXEVLGLLORU DFRUGDWHFRPSDQLLORUQD LRQDOHXWLOL]DUHDGDWHORUVWDWLVWLFH

SHQWUX HYDOXDUHD SURILWXOXL úL YHQLWXULORU GLQ YkQ] UL SH SLD D LQWHUQD LRQDO  QX VXQW vQWRWGHDXQD UHOHYDQWH

La începutul anilor 90, primele 10 dintre cele mai mari linii aeriene, din punct de vedere al indicatorului
“Kilometri pasager”, au înregistrat pierderi. Deoarece nu sunt dispRQLELOHGDWHFRUHVSXQ] WRDUHSHQWUXWRXU-
RSHUDWRULSHQWUXLOXVWUDUHDFRQFHQWU ULLV-DXXWLOL]DWGDWHOHGHODPDULOHFRPSDQLLGLQ68$FDUHHIHFWXHD] 

zboruri charter interne.

&RPSRUWDPHQWXOúLSHUIRUPDQ HOHWRXU -operatorilor din Marea Britanie

5HOD LLOH vQWUH WRXU RSHUDWRULL

- GLQ 0DUHD %ULWDQLH DX WHQGLQ H

DQWDJRQLVWH DúD FXP VWDX P UWXULH GLIHULWHOH DF LXQL vQWUHSULQVH GH

DFHúWLD U ]ERDLHOH SUH XULORU QXPHURDVH GLVFRXQWXUL VWLPXOHQWH úL

FRPLVLRDQH RIHULWH DJHQ LORU GH WXULVP FDUH YkQG YDFDQ H &RVWXULOH

VF ]XWH GH LQWUDUH QX QXPDL vQ FD]XO WRXU -operatorilor ca sector dar
úL SH VHJPHQWH VSHFLILFH DOH DFHVWXLD LQGLF  R SRVLELO  L]EXFQLUH D

U ]ERLXOXLSUH XULORUGHRDUHFHWRXU RSHUDWRULLvQFHDUF V

- -úLPHQ LQ 
Tour-operatorii VDXV -úLFUHDVF FRWDGHSLD úLFkúWLJ GLQHFRQRPLDGHVFDU úLQX
englezi din primul din carteluri oficializate sau nu. Marile companii au înregistrat o
H[SDQVLXQHvQFUHúWHUHúLFDVHJPHQWHGHSLD PDLPXOWFXVFRSXOGH
QLYHODXGH LQXW
D DYHD R SR]L LH PDL VLJXU  GHFkW ULYDOLL ORU SH R SLD  YRODWLO  úL
SLD DvQGHFHQLXO¶
LQVWDELO  Cei mai mari tour-RSHUDWRUL DX IRVW VXSXúL XQRU
constrângeri legislative vizând strategiile lor anti-FRPSHWLWLYHúLV-au
ORYLW GH R FRPSHWL LH SXWHUQLF  GLQ SDUWHD RPRORJLORU ORU DSDU LQkQG

QLYHOXOXL GRL 'HúL SHQWUX RSHUDWRULL GLQ DO GRLOHD QLYHO V -au
vQUHJLVWUDW FHOH PDL PDUL FUHúWHUL OD vQFHSXWXO DQLORU  R SDUWH D

DFHVWRUD ILLQG FDSDELOL V  RIHUH FOLHQ LORU SURGXVH OD FHUHUH SH OD

PLMORFXO DQLORU  DX vQFHSXW V  SLDUG  WHUHQ DWkW vQ FD]XO SLH HL

JOREDOH GH YDFDQ H FkW úL vQ FD]XO SLH HORU VSHFLDOL]DWH GH YDFDQ H

6LWXD LD QX D IRVW DQWLFLSDW  GHRDUHFH VH S UHD F  VXQW ELQH SODVD L

SHQWUXDVHUYLQHFHVLW LOHDJHQ LORULQGHSHQGHQ LVDXQX(DVW

'DWRULW  VWUDWHJLLORU DGRSWDWH GH RSHUDWRULL GLQ SULPXO QLYHO GH D úL FRQVROLGD SDUWHD SH SLD D JOREDO  úL
-
SHQWUX D R vPS U L vQ VHJPHQWH VSHFLDOL]DWH XQ PDUH QXP U GH WRXU RSHUDWRUL GLQ QLYHOXO DO GRLOHD úL GLQ
-
nivelul al treilea s-au confruntat cu un nivel ridicat de risc. Anumite companii sunt foarte expuse la risc,
deoarece vând pachete de SURGXVH VWDQGDUGL]DWH SH R SLD  FDUH vQWU-R PDUH P VXU  HVWH FRQWURODW  GH
PDULOH FRPSDQLL LQWHJUDWH SH YHUWLFDO  $FHVWH ILUPH RIHUWDQWH GH SURGXVH VWDQGDUGL]DWH HúXHD]  FHO PDL

IUHFYHQW vQ FD]XOvQFDUH QXUHDOL]HD] vQPRGFODUGLYHUVLILFDUHDSURGXVHORUúLQX úLFODULILF VHJPHQWXOGH

-
SLD  2ULFXP IOX[XULOH GH QRL VDX YHFKL WXULúWL FHU SURGXVH PDL LQRYDWLYH PDL IOH[LELOH PDL ELQH

FRQFHSXWHvQIXQF LHGHQHFHVLW LLDURSHUDWRULLPLFLúLPLMORFLLQXSRWIDFHID DFHVWRUFHULQ H9kQ WRDUHD

pentUXSLH HúLSHQWUXYHFKLXOWXULVPGHPDV QXPDLHVWHRVWUDWHJLHYLDELO H[FHS LHI FkQGSRDWHSULPLL

5-WRXURSHUDWRULFKLDUGDF YRUFRQWLQXDV vQUHJLVWUH]HFLFOLFSURILWXULVF ]XWHVDXSLHUGHUL
 'LQ SXQFWXO GH YHGHUH DO SHUIRUPDQ HORU VH SDUH F  WRXU -operatorii
GLQ0DUHD%ULWDQLHQXDXvQUHJLVWUDWYHQLWXULPDULSkQ SHODPLMORFXO

DQLORU1(YDQVúL6WDEOHUQXVXQWSUHDHYLGHQWHÌQFDGUXO

sectorului de tour-RSHUDWRUL SURILWXO D IRVW UHODWLY VF ]XW GLQ FDX]D

YDULDELOLW LL FHUHULL FRVWXULORU VF ]XWH GH LQWUDUH UDWHL ULGLFDWH D

ILUPHORUFDUH DX LQWUDWúLDXúLLHúLWGHSHSLD úL QLYHOXOXL ULGLFDW GH

Strategiile FRPSHWLWLYLWDWH&HDUWUHEXLV IDF WRXU -operatorii pentru a stabiliza
alternative SLD D úL SHQWUX D-úL DVLJXUD R SURILWDELOLWDWH SH WHUPHn lung? Pot fi

OXDWH vQ FRQVLGHUDUH XUP WRDUHOH LQVWUXPHQWH VWLPXOHQWH SHQWUX D-i

de stabilizare
FRQYLQJH SH DJHQ L V  ILH XQLFL GLVWULEXLWRUL OLPLWDUHD VLVWHPHORU
DSLH HL
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DUDQMDPHQWH SH ED]  GH UHFLSURFLWDWH 'DU este dificil de a

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F WUH RUJDQLVPHOHGHUHJOHPHQWDUH D SLH HL FDILLQGDQWL -competitive.

'LIHUHQ LHUHD SURGXVHORU PDUNHWLQJXO vQ QLúH úL GLVFULPLQDUHD

SUH XULORU VXQW VWUDWHJLL DOWHUQDWL

ve care pot avea efecte mai mari.
Tour-RSHUDWRULL SRW vQFHUFD V  vPSLHGLFH LQWUDUHD DOWRUD vQ VHFWRUXO
lor, convingându-L SH SRWHQ LDOLL ULYDOLF LQWUDUHDDUILQHSURILWDELO 
%DULHUHOH GH LQWUDUH WLQG V  FUHDVF  FRQFHQWUDUHD FX WRDWH DYDQWDMHOH

rezultatHGLQHFRQRPLLOHGHVFDU úLGLQSXWHUHDSHSLD SHFDUHRSRW

GH LQHDVWIHO

5\DQXWLOL]kQGWHKQLFD'HOSKLGHHYDOXDUHDSXQFWHORUGHYHGHUHDOHXQXLQXP UGHGHSUDFWLFDQ L

de renume din domeniu, a identificat trei mari constrângeri care ac LRQHD] DVXSUDFRQFHQWU ULL

Õ SULPD GDF  FRPSHWL LD VH ED]HD]  PDL PXOW SH FDOLWDWHD SURGXVXOXL GHFkW SH SUH  WRXU -
RSHUDWRULLPLFLSRWIDFHID FRPSHWL LHL

Õ DGRXDDPHQLQ ULOHGLQSDUWHDOHJLVOD LHLDQWL PRQRSROSRWDF LRQDFDSLHGLFLSHQWUXVWUDWHJL

- ile
FDUH LQWHVFV EORFKH]HFRPSHWL LD

Õ a treia, tour-RSHUDWRULL PDUL SRW IL LQVXILFLHQW GH DGDSWDELOL úL IOH[LELOL vQ D-úL PHQ LQH FDOLWDWHD
vis-à-YLVGHFOLHQ L

&X WRDWH DFHVWH  FRQVWUkQJHUL 5\DQ D DILUPDW F  PDMRULWDWHD WRXU -

operatorilor pot înfiLQ D FRPSDQLL VXEVLGLDUH FDUH V  RIHUH SURGXVH
Strategii pentru a VSHFLDOH úL V  SURILWH GH HFRQRPLLOH GH VFDU  GLQ GRPHQLXO
evita concentrarea DGPLQLVWUD LHL úL DO WUDQVSRUWXOXL $VWIHO FKLDU GDF  SLD D HVWH

RULHQWDW VSUHPDUNHWLQJXOGHQLú FRPSDQLLOHPDLPLFLVSHFLDOL]DWH

FXFOLHQ LLPDLILGHOLOLPLWH]D] LQGLFHOHGHFUHúWHUHDFRQFHQWU ULL

Ce alte strategii pot adopta tour - operatorii mari pentru a se extinde

sau pentru a-úL SURWHMD DIDFHULOH" 3RW V  VH H[WLQG  OD QLYHO
LQWHUQD LRQDOSHQWUXD-úLDOLPHQWDSRVLELOLW LOHGHFUHúWHUH Thomson,

GH H[HPSOX D SXUWDW GLVFX LL FX OLQLLOH DHULHQH VFDQGLQDYH 6$6

SHQWUX DFKL]L LRQDUHD FHOXL PDL PDUH WRXU -operator, SAS Leisure
YH]L 2XWERXQG 7UDYHO ,QGXVWU\ 'LJHVW vQDLQWH FD DFHDVWD V 

ILH YkQGXW  vQ LXQLH  $LUWRXUV úL -a crescut capitalul prin

YkQ]DUHDDF LXQLORUF WUH&DUQLYDO&RUSRUDWLRQFHDPDLPDUHOLQLHGH

FURD]LHU %ODFNZHOO

0RGXOXL GH VWDELOLUH D SUH XULORU FRPSHWLWLYH úL SURILWXO UHODWLY VF ]XW DUDW  IDSWXO F  WRXU -operatorii din
0DUHD%ULWDQLHúL DXGHVI úXUDWRSHUD LXQLOHvQLQWHUHVXOFRQVXPDWRULORU$FHVWUH]XOWDWDSHUVLVWDWvQWLPSúL
-
SDUHDILvQFRQWUDGLF LHFXLPSOLFD LLOHPRGHOXOXL6&3FDUHVSXQHF DFFHQWXDUHDFRQFHQWU ULLVWUXFWXUDOHDU

GXFH OD SUH XUL PDL PDUL úL OD FUHúWHUHD SURILWDELOLW LL 2 H[SOLFD LH SRVLELO  FDUDFWHULVWLFLOH RIHUWHL WUHEXLH

MXGHFDWHvQFRQWH[WLQWHUQD LRQDO$VWIHOGHúLWRXU RSHUDWRULLVHSRWFRQVWLWXLvQROLJRSROXULSHSLD DLQWHUQ 

-
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YUHRFRPSDQLHVDXYUHXQJUXSGHILUPHFDUHV GRPLQH&RPLVLDGHPRQRSROXULúLIX]LXQL

 (YDOXDUHDSDUDGLJPHL6&3vQFRQWH[WXOSLH HORUWXULVWLFH

3DUDGLJPD 6&3 HVWH LQGLFDW  SHQWUX D DQDOL]D FDUDFWHULVWLFLOH VWUXFWXULL SLH HL DOH FRPSRUWDPHQWXOXL úL

SHUIRUPDQ HORU ILUPHORU SHUPL kQG XWLOL]DUHD XQHL JDPH ODUJL GH YDULDELOH 'H DVHPHQHD 6&3 RIHU  XQ

FDGUXXWLOvQFDUHV ILHGHVFULVHVHFWRDUHOHGHDFWLYLWDWHúLSLH HOHFDED] SHQWUXDQDOL]H

&ULWLFLOH DGXVH 6&3 VH UHIHU  OD IDSWXO F  VH SUHVXSXQH VWUXFWXUD

Critica SLH HL IL[DW  vQ FDGUXO HFKLOLEUXOXL VWDWLF DO WHRULHL QHRFODVLFH

limitându-VH DVWIHO OD DQDOL]HOH DVXSUD SURFHVHORU SLH HL (VWH

paradigmei SCP DGHY UDW F  LHúLQG GLQ WLSDUXO DQDOL]HL FRQYHQ LRQDOH D SLH HORU

abordarea aceasta a fRVW XWLOL]DW  vQ VFRSXO VWDELOLULL FRQGL LLORU GH

SH SLH HOH IRDUWH FRPSHWLWLYH ROLJRSROLFH úL PRQRSROLVWH

3DUDGLJPD 6&3 vQ IRUPD HL RULJLQDO  QX DUH SUHWHQ LD GH D

SUH]HQWD SURFHVXO VFKLPE ULORU SH SLH H QX H[SOLF  vQ VSHFLDO

VWUXFWXUD SUHFLV  D SLH elor, impactul asupra barierelor de intrare,

GLPHQVLXQLL úL QXP UXOXL GH ILUPH úL HIHFWHOH FUHúWHULL DFHVWRUD

DVXSUD VWUXFWXULL 3UREOHPD LGHQWLILF ULL FRQH[LXQLORU FDX]DOH

GHFXUJH vQ PDUH GLQ DQDOL]D HFKLOLEUXOXL VWDWLF DO PRGHOXOXL úL GLQ

presupunerea unHL VWUXFWXUL D SLH HL GHWHUPLQDWH FDUH OD UkQGXO HL
GHWHUPLQ FRQGXFHUHDúLSHUIRUPDQ HOHILUPHL

&HUFHW ULOH PDL UHFHQWH FDUH vQFHDUF  V  LD vQ FDOFXO QDWXUD GLQDPLF  úL LQFHUWLWXGLQLOH SLH HORU DX SXV

accent pe structura costurilor firmelor individuale, incluzându-OH SH DFHOHD DVRFLDWH GH DFKL]L LD GH

LQIRUPD LL úLGHUXODUHDWUDQ]DF LLORU$XIRVWLQYHVWLJDWHvQVSHFLDO LPSDFWXO QDWXULL DFWLYHORUIL[H QHFHVDUH

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LHúLULORU

3DUDGLJPD 6&3 QX DU WUHEXL XWLOL]DW  QXPDL SHQWUX DQDOL]  FL úL FD

un punct de plecare pentru examinarea problemelor economice în

JHQHUDO )RU D HL FRQVW  vQ IDSWXO F  HVWH R PHWRG  FRUHVSXQ] WRDUH

pentru oferirea XQHL SHUVSHFWLYH D SLH HL vQ RSR]L LH FX FHD ED]DW 

QXPDL SH VHFWRU $UH PHULWXO GH D RIHUL R YL]LXQH KROLVWLF  úL GH D

LGHQWLILFD R JDP  ODUJ  GH YDULDELOH FDUH VXQW VXSXVH H[DPLQ ULL

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Analiza coQGL LLOH GH LQWUDUH FDUH DX LPSRUWDQ  DVXSUD QXP UXOXL úL

GLPHQVLXQLORU ILUPHORU úL SXQH vQ HYLGHQ  FRQFXUHQ LDOLWDWHD

VHFWRULDO FX
SLH HORU FRPSRUWDPHQWXO ILUPHL vQ GLUHF LD  SUH XULORU VWUDWHJLLORU úL
metoda SCP SURILWDELOLW LL) U vQGRLDO GDF DúDFXPV DVSXVSLH
- ele turistice
VXQW QX QXPDL FRPSOH[H GDU úL vQ GH]HFKLOLEUX DWXQFL DU WUHEXL

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cooperare, (ca cele care au fost descrise anterior pentru liniile

aeriene), sau pot decide ce strategii competitive sunt necesare, ca în
FD]XO RSHUD LXQLORU DJHQ LORU GH WXULVP vQ FDUH SRW FkúWLJD DYDQWDM

competitiv dintr-R FRQWLQX  DGDSWDUH úL VFKLPEDUH D VWUDWHJLLORU

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Teoria jocului poate fi utilizat  vQ H[SOLFDUHD DWkW D

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Utilizarea teoriei
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SUHVXSXVH FRPSRUWDPHQWXO UD LRQDO DO FRPSHWLWRULORU PD[LPL]DUHD

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jocului.
ÌQ SOXV ID  GH MRFXULOH FRRSHUDQWH úL QRQ -cooperante, este posibil
V VH DSOLFH MRFXULOHFXÄR VLQJXU  WUDJHUH´ VDXFHOH ÄUHSHWLWLYH´ úL
Jocurile cooperante PDL PXOW FKLDU V  VH IDF  GLVWLQF LH vQWUH MRFXULOH VLPXOWDQH úL FHOH
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în turism
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VLQJXU GDW GHH[HPSOXV VHIDF RLQYHVWL LHGHFDSLWDOSHQWUXXQ

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GH D FkúWLJD DYDQWDMH SH WHUPHQ VFXUW 'H H[HPSOX VWUDWHJLLOH GH

GLIHUHQ LHUH D SUH XULORU úL SUR duselor se pot schimba frecvent,
DVWIHO F  ILUPHOH ULYDOH VH DQJDMHD]  SHULRGLF vQ MRFXUL QRQ -
FRPSHWLWLYH6XQWVLWXD LLvQWXULVPvQFDUHDúDVHúLvQWkPSO OLQLLOH

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ia o astfel de decizie LQGHSHQGHQW LDU ULYDOLL UHDF LRQHD]  $FHVWD

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-
Jocurile
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VLPXOWDQHúL
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- 

mai mare. De exemplu, în cazul pachetelor GHSHWUHFHUHDYDFDQ HORU

GH YDU  RIHULUHD GH F WUH XQ WRXU-operator de discounturi la

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SLHUGHFRWDGHSLD 

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OD VWDELOLUHD SUH XULORU QLYHOXOXL RIHUWHL GLIHUHQ LHULL úL PDUF ULL SURGXVHORU VHJPHQWDUHD SLH HL

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DSOLFDUHD WHRULHL MRFXOXL vQ WXULVP VH YRU OXD vQ GLVFX LH FD]XO SXEOLFLW LL DO GHFL]LLORU GH VWDELOLUH D

SUH XULORU úL FHO GH FRQVWUXLUH GH EDULHUH OD LQWUDUH FX FDUH V -ar putea confrunta tour-operatorii. Primul
HOHPHQW SUH]LQW  MRFXO QRQ FRPSHWLWLY úL VLPXOWDQ DO LPSDFWXOXL SXEOLFLW
- LL DVXSUD GLPHQVLXQLL úL FRWHL GH

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-
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-
comportamentului cooperant.

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DOWFHYD GHFkW ULYDOLL ORU $FHVW FRQFHSW GH ED]  DO WHRULHL MRFXULORU HVWH L
lustrat de cazul tour–operatorilor,
FDUHGHFLGGDF úLFXPV IDF SXEOLFLWDWH6HSUHVXSXQHF SXEOLFLWDWHDHVWHRDFWLYLWDWHFRPSHWLWLY DWRXU -
RSHUDWRULORUGHDFDSWDRFRW FkWPDLPDUHGHSLD GDUúLLQIRUPDWLY )LJSUH]LQW RPDWULFHGH × 2

într-XQ MRFFXGRX ILUPH FDUHUHSUH]LQW  XQ GXRSROIRUP D ROLJRSROXOXLúLFDUHSO WHúWH XQ tour-operator
XV IDF VDXQXSXEOLFLWDWH

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face publLFLWDWH FkúWLJXO SHQWUX ; HVWH  LDU GDF  < IDFH SXEOLFLWDWH ; YD FkúWLJD  ,GHQWLF SHQWUX <
FkúWLJXOHVWHUHVSHFWLYGDF DPELLIDFSXEOLFLWDWHúLGDF ;QXIDFH6HSRDWHYHGHDF GDF DPELLYRU

IDFHSXEOLFLWDWHFkúWLJXOWRWDOYDILGH; , 10Y) pentru a-úLDVLJXUDRSR]L LHVWDELO 

Tour-operatorul Y
Cu publicitate ) U SXEOLFLWDWH

Tour-operatorul X Cu publicitate 20 (10) 25 (0)

) U SXEOLFLWDWH 10 (15) 15 (5)

)LJ3XEOLFLWDWHDFD]GHVWUDWHJLHGRPLQDQW
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DFHHD ; WUHEXLH V  JKLFHDVF  FH YD IDFH < 'HRDUHFH < DUH DFHHDúL VWUDWHJLH GRPLQDQW  FD înainte, va fi
HYLGHQWF YDIDFHUHFODP GHRDUHFHRULFHDUIDFH;HVWHFHDPDLEXQ DF LXQH'DF ;IDFHRSUHVXSXQHUH

FRUHFW  DVXSUDDF LXQLORUOXL<FHHDFHHVWHúLSUHVXSXQHUHDPRGHOXOXLDWXQFLVHSRDWHRE LQHXQHFKLOLEUX

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GHFkW FRWD GH SLD  SHQWUX DQXPL L WRXU –RSHUDWRUL SUREOHPD FDUH DSDUH HVWH GDF  VH SRDWH DWLQJH XQ

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F  QX H[LVW  QLFL XQXO &D DWDUH HVWH SRVLELO V  VH H[SOLFH GH FH DSDUH LQVWDELOLWDWHD vQ DQXPLWH VHFWRDUH în
FDUHSUHYDOHD] DQXPLWHFRQGL LL

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JUDGXOXL GH H[WHQVLH D SLH HL úL D FDSDFLW LORU IL[H DOH OLQLLORU DHULHQH úL KRWHOXULORU FDUH SRW IL vQ H[FHV vQ
extrasezon, tour-RSHUDWRULL LQGLYLGXDOL UHFXQRVF IDSWXOF  FOLHQ LL QX QXPDL F  VXQW VHQVLELOLOD SUH  GDU SRW
V -úL DPkQH GHFL]LD GH D FXPS UD vQ VSHUDQ D XQRU UHGXFHUL XOWHULRDUH 7RXU-operatorii pot lua în
FRQVLGHUDUHRIHUWDGHYDFDQ HODSUH XULPDLVF ]XWHSHQWUXDVWLPXODFRQVXPDWRUXOV -úLIDF UH]HUYDUHDGLQ
WLPS 'DU GLQ FDX]D PDUMHORU IRDUWH VF ]XWH vQ DFHVW GRPHQLX R DVWIHO GH strategie poate duce fie la profit

IRDUWH VF ]XW ILH FKLDU OD SLHUGHUL 6WUDWHJLD SUHIHUDW  GH WR L DU IL DFHHD GH D SUDFWLFD SUH XUL PDUL GDU QX
H[LVW FHUWLWXGLQHDF ULYDOLLDUDGHUDODRDVWIHOGHLGHHODvQFHSXWXOVDXvQFXUVXOVH]RQXOXL
Jocurile reSHWLWLYH SRW UHSUH]HQWD DVWIHO YLD D UHDO  SURJQR]kQG vQ PRG IH]DELO FDUH YRU IL UH]XOWDWHOH
RELHFWLYXOSULQFLSDOGHVLPXODUHDSLH HLLGHQWLILFDUHDFHOHLPDLYDOLGHVWUDWHJLL

Rezumat
 &RQGXFHUHDúLSHUIRUPDQ HOHILUPHORUSHSLD DXIRVWVWXGLDWHUHcurgându-VHODGRX DERUG UL

• SDUDGLJPDVWUXFWXULLFRPSRUWDPHQWXOXLúLSHUIRUPDQ HLXWLOL]DW PDLDOHVvQVWXGLLOHHPSLULFH

• WHRULD MRFXOXL XWLOL]DW  SHQWUX VWXGLHUHD VWUDWHJLLORU SH FDUH ILUPHOH OH DGRSW  ID  GH
competitori
 Paradigma SCP, ca abordare, DIRVWDYDQVDW úLSXV vQSUDFWLF GHPDLPXOWHúFROLHFRQRPLFH
Õ úFRDODGHOD&KLFDJR

Õ úFRDODDXVWULDF 

 0RGHOHOH FRPSRUWDPHQWDOH DOH ILUPHL QX VH ED]HD]  SH FRQVLGHUD LLOH DQDOL]HORU FRQYHQ LRQDOH úL

anume:
Õ GHFL]LLOHvQILUP VXQWLGHQWLFHFXFHOHDOHLQGLYL]LORUGLQILUP 

Õ RSWLPL]DUHDSR]L LLORUvQFDGUXOILUPHLLQIOXHQ HD] FRPSRUWDPHQWXOILUPHL

$FHVWHD DX vQ YHGHUH FRQFHSWHOH SVLKRORJLHL HFRQRPLFH FDUH DERUGHD]  HPSLULF RUJDQL]D LD úL VH

FRQFHQWUHD] SHSUREOHPHOHFRPSRUWDPHQWDOH

 Atunci când se aplic SDUDGLJPD6&3vQWXULVPVHDXvQYHGHUHXUP WRDUHOHFRQGL LLGHED] 

Õ FHUHUHDúLRIHUWDGHSURGXVHWXULVWLFH

Õ VWUXFWXUDILUPHLúLDSLH HL

Õ FRPSRUWDPHQWXOúLSHUIRUPDQ HOHILUPHLúLDSLH HL

Õ SROLWLFDLQVWLWX LLORUSXEOLFH

În cadrul modelului SCP se evDOXHD]  úL JUDGXO GH FRQFHQWUDUH FD XQ LQGLFDWRU DO QLYHOXOXL GH

FRPSHWLWLYLWDWHSHSLD 

 ÌQWXULVPFRQFHQWUDUHDVHPDQLIHVW PDLDOHVvQ

Õ transporturile turistice aeriene;

Õ IRUPDUHDODQ XULORUGHKRWHOXULúLUHVWDXUDQWH

 7HRULD MRFXOXL SRDWH IL XWLOL]DW  vQ H[SOLFDUHD DWkW D FRPSRUWDPHQWXOXL FvW úL vQ SURJQR]DUHD

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Õ MRFXULFXRVLQJXU WUDJHUH

Õ jocuri repetitive;
Õ jocuri simultane
Õ MRFXULVHFYHQ LDOH

Õ MRFXULFRRSHUDQWHúLQRQ -cooperante
 ÌQ FD]XO WXULVPXOXL GHFL]LLOH FDUH VH DGRSW  vQ XUPD DSOLF ULL WHRULHL MRFXOXL VXQW DGHVHD OXDWH SH

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 Cuvinte cheie
 evaluare = aprecierea valorii monetare reale a unui activ corporal sau necorporal
 apreciere, clasificare, rang vPS U LUHDVLVWHPDWLF UHSDUWL]DUHDSHFODVHVDXvQWU-RDQXPLW RUGLQH

DGHWHUPLQDDVWDELOLSUH XOYDORDUHDQXP UXOFDQWLWDWHDHWFDSUH XLDHVWLPD

 libertDWHFRQWUDFWXDO  GUHSWXOGHDQHJRFLDúLDvQFKHLDXQFRQWUDFWSHED]DXQXLVLVWHPGHQRUPH

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FD]DUH GH OD SURGXF WRULL ORU FRPSDQLL GH WUDQVSRUW VDX KRWHOXUL úL FDUH OH FRPELQ  vQWU -un pachet
ÄWRXU´FDUHHVWHYkQGXWFXXQFRPLVLRQGLUHFWFOLHQ LORUSULQLQWHUPHGLDUL

 valoare de utilizare  HVWLPDUHD VXELHFWLY  D VDWLVIDF LHL SH FDUH R SURGXFH direct sau indirect,
SRVHGDUHD VDX XWLOL]DUHD XQXL EXQ  OD XQ PRPHQW GDW úL vQWU XQ FRQWH[W VRFLDO SUHFLV vQ IXQF LH GH
-
LQGLYL]LPRG ]RQ JHRJUDILF HWF

 venit disponibil = YHQLW SHUVRQDO DO XQXL LQGLYLG VDX DO XQHL IDPLOLL U PDV GXS  GHGXFHUHD
impo]LWXOXL úL DOWRU WD[H REOLJDWRULL QLYHOXO úL HYROX LD YHQLWXOXL GLVSRQLELO LQIOXHQ HD]  GLUHFW
PDQLIHVWDUHDFHUHULLúLFDUDFWHULVWLFLOHFRQVXPXOXLWXULVWLFvQWU -RDQXPLW SHULRDG 

 concentrare  SURFHV GH FUHúWHUH D GLPHQVLXQLORU vQWUHSULQGHULORU FDUH VH poate realiza prin:
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financiare.

%LEOLRJUDILHVXSOLPHQWDU

CHAMBERLAIN, The theory of monopolistic competition, Cambridge, Mass.: Harvard

E.H. University Press.
BAIN, J.S. Barriers to new competition, Cambridge, Mass.: Harvard Universtiy Press.
MARTIN, C.A. Tourism demand forecasting models: choice of appropriate variable to
AND WITT, S.F. represent tourists cost of living”, Tourism – Management, 8,3: pg.233-246.
LITTLECHILD, S.C. The pollacy of the mixed economy, Institute of Economic Affairs, London.
HIRSHLEIFER, J. Research in law and economics vol.4, Evolutionary models in economics
and law, London, JAI Press.
STONEMAN, P. The economic analysis of technological change, Oxford, Oxford University
Press.
SIMON, H.A. A behavioural model of rational choice, Quarterly Journal of Economics,
pg.99-118.
STIGLITZ, J.E. Imperfect information in the product market, Handbook of industrial
organization, Amsterdam.

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cu impozitele 7807 4066 -47.9
cu personalul (total) 49111 63333 28.9
cu amortizarea 1930 6409 232.1
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altele 93280 3385 -96.4
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