Volume II Tamil - CA Sri Lanka · CA SRI LANKA CURRICULUM 2020 STUDY TEXT (Tamil ) Volume II Draft Version

C A S R I L A N K A C U R R I C U L U M 2 0 2 0

S T U D Y T E X T

(Tamil )

Volume II

Draft Version

,yj;jpudpay; tzpfj;jpw;fhd mwpKfk; mwpKfk;xU rpy tzpfq;fs; khj;jpuNk mjd; midj;J kl;lq;fspYkhd nraw;ghLfSf;F

Kd;Nehf;fp ,af;fpr; nry;Yk; je;jpNuhghaj;jpw;fhd ,izaj;jpd; ,aYikiag;

Gwf;fzpf;fj;jf;f jd;ikapidf; nfhz;Ls;sd. ,izag; gad;ghlhdJ

kpd;dQ;ry; Kjy; xyp kw;Wk; xspg;gl jutpwf;fk; kw;Wk; Vida topfspy;

gpujpepjpj;Jtg; gLj;jg;gLk; Kw;WKOjhd nka;epfu; tzpf khjpupfs; tiuapy;

gue;Jgl;L fhzg;gLfpd;wd.

,yj;jpudpay; tu;j;jfkhdJ ghuk;gupa tzpf khjpupfis rthYf;F cl;gLj;jp>

G+Nfhs re;ijapid rpwpa tzpfq;fSf;Fk; fpilf;fr; nra;tJld; tpiyaply;

njhlu;ghd ntspg;gilj;jd;ik epiykhw;wj;Jld; Gjpa re;ijj; Jz;lq;fSf;fhd

tha;g;GfisAk; Vw;gLj;JfpwJ.

Gjpa ,yj;jpudpay; tu;j;jf nfhLg;gdTfs; kw;Wk; tpepNahf topKiwfs; Nghd;w

,yj;jpudpay; tzpfj;jpy; ,lk;ngWk; khw;wj;jpid epWtdq;fs; Vw;gpirT nra;J

nfhs;Sjy; Kf;fpakhdjhFk;. ,e;j fhuzj;jpw;fhf> xU tzpf khjpupia

cUthf;fp eilKiwg;gLj;Jk; NghJ mJ Efu;Nthu; kPJ nfhz;Ls;s

jhf;fj;jpid tzpfk; fUj;jpw; nfhs;tJld; me;j khjpup njhlu;ghd ed;ikfs;

kw;Wk; jPikfis KOikahf Ma;T nra;jy; Ntz;Lk;.

mwpTf; $W

C ,yj;jpudpay; tzpfj;jpd; ,ay;G kw;Wk; gug;ngy;iy 3.1 ,yj;jpudpay;

tzpfj;Jf;fhd mwpKfk;

3.1.1 ,yj;jpudpay; tu;j;jfk; kw;Wk; ,yj;jpudpay; tzpfk; Mfpatw;wpd; ,ay;G kw;Wk; gug;ngy;iyapd; xg;gPL kw;Wk; NtWghL

3.1.2 etPd tzpfq;fshy; gpd;gw;wg;gLk; ,yj;jpudpay; tu;j;jf nfhLf;fy; thq;fy;fspy; tiffis tpsf;Fjy;

3.1.3 NtWgl;l ,yj;jpudpay; tzpf khjpupfspd; ,ay;Gfs; kw;Wk; gpuNahfq;fis fye;JiuahLjy;

3.1.4 ,yj;jpudpay; tu;j;jfk; khjpupfspd; %yf;$Wfs; kw;Wk; thbf;ifahsu;fSf;fhd ngWkjp epiyg;gLj;jy;fis cUthf;Ftjw;fhf ,k;%yf;$Wfspd; xUq;fpizg;gpid milahsk; fhZjy;

3.1.5 ,yj;jpudpay; tu;j;jfk; kw;Wk; ,yj;jpudpay; tzpfk; Mfpatw;wpy; mD$yq;fs; kw;Wk; tiuaiwfis Vw;gpirT nra;jy;

125

mj;jpahak;

Draft Version

BL8 | mj;jpahak; 6: ,yj;jpudpay; tzpfj;Jf;fhd mwpKfk;

126 CA Sri Lanka

mj;jpaha cs;slf;fq;fs;

1 ,yj;jpudpay; tu;j;jfk; vjpu; ,yj;jpudpay; tzpfk; 2 ,yj;jpudpay; tu;j;jf nfhLf;fy; thq;fy;fspy; tiffs; 3 ,yj;jpudpay; tzpf khjpupfs;

4 ,yj;jpudpay; tzpf khjpupfspd; %yf;$Wfs;

5 ,yj;jpudpay; tzpfk; kw;Wk; ,yj;jpudpay; tzpfj;jpd; mD$yq;fs;kw;Wk; tiuaiwfs;

fw;wy; NgW

3.1.1 3.1.2 3.1.3 3.1.4 3.1.5

1 ,yj;jpudpay; tu;j;jfk; vjpu; ,yj;jpudpay; tzpfk;

1.1 ,yj;jpudpay; tu;j;jfk; ,yj;jpudpay; tzpfj;jpd; ,ay;Gfs;

kw;Wk; jfty; Kiwik gug;ngy;iy

,yj;jpudpay; tu;j;jfk; vd;gJ ,izak; cs;slq;fyhd ,yj;jpudpay;

njhopy;El;gq;fisg; gad;gLj;jpg; nghUl;fs; kw;Wk; Nritfis nfhs;tdT

tpw;gid nra;jiy Fwpg;gpLk;.

,yj;jpudpay; tzpfk; vd;gJ ,izak; cs;slq;fyhd ,yj;jpudpay;

njhopy;El;gj;jpid gad;gLj;jp gpujhd tzpf nrad;Kiwfis

epiykhw;Wtijf; Fwpg;gpLk;.

,yj;jpudpay; tzpfkhdJ ,izaj;ijg; gad;gLj;Jtjd; fhuzkhf jfty;

njhopy;El;gj;jpd; Vida mk;rq;fspy; ,Ue;J NtWgLfpwJ. ,yj;jpudpay;

tzpf nrad;KiwahdJ gpd;tUtdtw;iw cs;slf;Fk;:

• ,izatop re;ijg;gLj;jy;

• ,izatop tpw;gid

• ,izatop nfhLg;gdTfs;

• toq;fy; rq;fpyp kw;Wk; tpepNahfr; rq;fpyp Kfhikj;Jtk;

• cw;gj;jp nrad;Kiw kw;Wk; ,Ug;G fl;Lg;ghL

• epjpapay; njhopw;ghLfs;

• xl;Lnkhj;j epWtdj;jpd; Copau; Ntiyg;gha;T nrad;Kiwfs;

,yj;jpudpay; tzpfk; my;yJ ,-tzpfk; vd;gJ midj;J tifahd tzpf

nrad;KiwfisAk; ,yj;jpudpay; Kiwfspy; jd;dpaf;fkhf;Ftijf;

Fwpg;gpLk;. ,J kpd;dQ;rYf;F khj;jpuk; tiuaWf;fg;gl;ljhfNth my;yJ

KOikahd trjpfis toq;ff;$ba xU tiyj;jsk; my;yJ ,yj;jpudpay;

re;ijg; gug;ngy;iyf;F trjpaspf;fg;gl;ljhfNth fhzg;glyhk;.

,yj;jpudpay; tzpfk; vd;gJ IBM epWtdj;jpdhy; “,izaj;

njhopy;El;gq;fisg; gad;gLj;jp gpujhd tzpf nrad;Kiwfis epiykhw;wk;

nra;jy;" vd tiutpyf;fzk; nra;ag;gl;Ls;sJ.

Draft Version


CA Sri Lanka 127

mtrpakhf> ,yj;jpudpay; tzpfj; njhopy;El;gq;fs; thbf;ifahsu;fs;>

Copau;fs;> toq;Fdu;fs;> tpepNahf];ju;> Nritahsu;fs; kw;Wk;

gq;fhspfSf;F jfty; Kfhikj;Jtk; kw;Wk; njhlu;ghlYf;fhd tYkpf;f

fUtpfis toq;FfpwJ.

,e;j tiutpyf;fzj;jpd; tptuk; Kf;fpakhdJ> Vnddpy; ,J ,yj;jpudpay;

tu;j;jfk; kw;Wk; ,yj;jpudpay; tzpfk; Mfpatw;Wf;fpilapyhd NtWghl;bidg;

nghJthf Kf;fpaj;Jtg;gLj;jpf; fhl;LfpwJ. ,yj;jpudpay; tzpfkhdJ

,izatop re;ijg;gLj;jy; kw;Wk; tpw;gidfis khj;jpuk;

cs;slf;fpAs;sJld;> toq;fy; rq;fpyp kl;Lk; tpepNahfr; rq;fpyp> cw;gj;jp

nrad;Kiw kw;Wk; ,Ug;G fl;Lg;ghL> epjpapay; njhopw;ghLfs; kw;Wk; epWtdk;

KOtJkhd kdpjts Kfhik Kjypatw;wpd; gue;Jgl;l epiykhw;wj;ijAk;

cs;slf;FfpwJ. me;j tifapy;> ,yj;jpudpay; tzpfkhdJ ngWkjpr;

rq;fpypfs; kw;Wk; toq;fy; rq;fpypfs; ,ilapyhd gpujk nrad;Kiwfis

epiykhw;wj; jf;fjhFk;> ,yj;jpudpay; re;ijg;gLj;jyhdJ ,yj;jpudpay;

tzpfj;jpy; xU Kf;fpakhd mk;rkhf fhzg;gLtJld;> Gjpa Kiwikfspd;

fl;likg;gpd; (Nkfj;js mbg;gilapyhd Nrkpg;gfk; Nghd;w) cUthf;fj;jpw;Fk;

cjtp mspf;Fk;. Kf;fpakhd tifapy;> ,yj;jpudpay; tu;j;jfkhdJ

thbf;ifahsu;fSf;fhd nghUl;fs; Nritfis ,izatopapy; tpw;gid

nra;tJldhd nfhLf;fy;thq;fy;fSld; njhlh;GgLfpwJ.

,yj;jpudpay; tzpfk; mbf;fb ,yj;jpudpay; tu;j;jfj;Jld; Fog;gk; milfpwJ.

(a) ,izak; Clhd ,yj;jpudpay; nrad;Kiwapy; ,lk;ngWk; ve;jnthU

nfhLf;fy;-thq;fYk; ,yj;jpudpay; tzpfk; MFk;.

(b) ,izaj; njhopy;El;gq;fisg; gad;gLj;jp Nkw;nfhs;sg;gLk; epjprhu;

nfhLf;fy; thq;fy;fs; ,yj;jpudpay; tu;j;jfk; MFk;. cw;gj;jp xd;wpid

,izatopapy; nfhs;tdT nra;jy; ,yj;jpudpay; tu;j;jfk; MFk;.

toq;Fdu; xUtUld; ,izak; xd;wpD}lhf jfty;fis gupkhw;wj;jpy;

,yj;jpudpay; tzpfk; MFk;.

,yj;jpudpay; tu;j;jfk; vd;gJ ,yj;jpudpay; tzpfj;jpd; xU mk;rk; khj;jpuNk

MFk;.

,yj;jpudpay; tu;j;jfkhdJ gy;NtWgl;l mk;rq;fis cs;slf;Fk;. mtw;wpy;

rpy gpd;tUkhW:

(a) ghuk;gupa topKiwfshf jghy; my;yJ nghjp mDg;Gjy; %ykhf

tpepNahfpf;fg;gLk; nghUl;fs; my;yJ Nritfspd; ,iza topapyhd

fl;lisaply; (Neupy; ,yj;jpudpay; tu;j;jfk;)

(b) nkd;nghUl;fs;> ,yj;jpudpay; rQ;rpiffs;> fspahl;l Nritfs; kw;Wk;

jfty; Nritfs; Kjypatw;iw ,izatopapy; fl;lisapl;L>

nfhLg;gdit Nkw;nfhz;L tpepNahfj;ij ngw;Wf; nfhs;sy; (Neub

,yj;jpudpay; tzpfk;)

Draft Version


128 CA Sri Lanka

2 ,yj;jpudpay; tu;j;jf nfhLf;fy; thq;fy;fspy; tiffs;

2.1 ,yj;jpud; tu;j;jfj;jpd; tiffs; ,yj;jpudpay; tu;j;jfkhdJ ,uz;L tzpfq;fSf;F ,ilapNyNah (B2B)my;yJ xU tzpfk; kw;Wk; xU Efu;NthUf;F ,ilapNyNah (B2C)fhzg;gLtJ khj;jpukd;wp Efu;Nthh;fs; kw;Wk; tzpfq;fSf;F ,ilapNy (C2B)kw;wk; Efu;Nthu;fSf;F ,ilapNy (C2C) fhzg;glf;$Lk;.

tzpfj;jpy; ,Ue;J tzpfk; (B2B) vd;gJ> fk;ngdpfs; xd;Wlndhd;W

tzpfj;jpy; <LgLtjidf; Fwpg;gpLk;> cjhuzkhf cw;gj;jpahsu;fs;

tpdpNahf];ju;fSf;F tpw;gid nra;jy; kw;Wk; nkhj;j tpahghupfs; rpy;yiw

tpahghupfSf;F tpw;gid nra;jy;. tpiyaplyhdJ fl;lisj; njhifapd;

mbg;gilapy; fhzg;gl Nguk; Ngrj; jf;fjhf ,Uf;Fk;.

tzpfj;jpy; ,Ue;J thbf;ifahsUf;F (B2C) vd;gJ nghJ r%fj;jpy;

fhzg;gLfpd;w Efu;NthUld; ,izaj;jpid gad;gLj;jp njhlu;G nfhs;tjid

Fwpg;gpLk;. tzpfj;jpy; ,Ue;J thbf;ifahsu;fis ,yj;jpudpay; tzpfj;jpd;

ngUk;gFjp ,iza topKiwapy; nra;jy; nfhs;tdT kw;Wk; tpw;gid nra;jy;

mj;Jld; ,izatop re;ijg;gLj;jy; (,yj;jpudpay; tu;j;jfk;) Mfpatw;iw

Fwpg;gpLk;. ,J nfhs;tdT tz;b nkd;nghUSld;> tof;fkhf nghUs;

ml;ltizfis gad;gLj;Jtij Fwpf;Fk;. cjhuzk;: wow.lk.

Efu;NthupypUe;J tzpfq;fs; (C2B) - Efu;Nthu; xUtu; jkJ nraw;jpl;lj;jpid

mjw;fhd tuT-nryTj; jpl;lj;Jld; ,izatopapy; ,Lifapl me;j

Efu;NthuJ Njitg;ghl;bid epWtdq;fs; kPsha;T nra;J nfhz;L me;j

nraw;jpl;lj;jpw;fhd jkJ tpiy$wy;fis toq;Fk;. me;j tpiy$wy;fis

Efu;Nthu; kPsha;Tnra;J> nraw;wpl;lj;ij epiwT nra;af; $ba fk;ngdpia

njupT nra;thu;.

Efu;NthupypUe;J Efu;Nthu; (C2C) Kiwf;fhd rpwe;j xU cjhuzk; eBay ,y;fhzg;gLfpwJ> ,q;F thbf;ifahsu; jkJ nghUl;fs; Nritfis Vida

Efu;NthUf;F tpw;gid nra;tu;. Efu;NthupypUe;J Efu;NthUf;fhd tzpf

Kiwia Mjhpf;f cUthd kw;nwhU njhopy;El;gkhdJ nfhLg;gdT

,ilepiyahsuhfpa PayPal ,idf; Fwpg;gplyhk;. njupahj> ek;gpf;ifaw;w

egu;fsplk; ,Ue;J Neubahf nghUl;fis nfhs;tdT nra;tjw;F gjpyhf

nfhs;tdthsu; jkJ gzj;jpid PayPal f;F mDg;g mJ ikman.lk Nghd;wtoq;Fdu;fsJ fzf;fpw;F njhifapid khw;Wk;.

,yj;jpudpay; tzpfk; kw;Wk; ,yj;jpudpay; tu;j;jfk; Mfpa ,uz;L nrhw;fSNk

mbf;fb Fog;gk; miltjdhy;> ,it ,uz;Lf;Fk; ,ilapyhd njspthd

NtWghl;il Gupe;J nfhs;Sjy; Kf;fpakhdjhFk;. epWtdk; xd;W jdJ

njhopw;ghLfSf;F MjuT mspg;gjw;fhf nray;Kiwfs; kw;Wk; ,iza

njhopy;El;gj;ijg; gad;gLj;jpdhy;> mJ ,yj;jpudpay; tzpfk; MFk;. mq;F xU

epjprhu; nfhLf;fy; thq;fy; njhlu;Ggl;lhy; khj;jpuNk ,yj;jpudpay;

nrad;Kiwnahd;W ,yj;jpudpay; tu;j;jfk; MfpwJ.

Draft Version


CA Sri Lanka 129

tzpfk; kw;Wk; Efu;Nthu; ,ilapyhd nfhLf;fy; thq;fy; khw;WtopKiwfs;

fPNo ml;ltizapy; jug;gl;Ls;sd.

tpepNahfj;ij Nkw;nfhs;gtu; tzpfk;

tzpfk;

B2B tzpf khjphpfs;

c-k;:BusyTrade.com

Efu;Nthu;

B2C tzpf khjphpfs;

c-k;:Amazon.com

Efu;Nthu;

C2C tzpf khjphpfs;

c-k;: Priceline.com

C2C tzpf khjphpfs;

c-k;:ebay.com

2.2 ,yj;jpudpay; tzpf ,aYikfis cUthf;Fjy;. ntw;wpfukhd ,yj;jpudpay; tu;j;jf je;jpNuhghak; xd;wpid eilKiwg;

gLj;Jk; Nehf;fpy;> ,yj;jpudpay; tu;j;jf Kiwikf;F cjtp mspg;gjw;fhf

njhopy;El;gj;jpid kpfr;rpwe;j Kiwapy; gad;gLj;Jk; tifapy; jkJ

nraw;ghLfis fl;likg;G nra;J nfhs;sNtz;ba Njit fhzg;gLk;.

vdpDk;> ,yj;jpudpay; tzpfk; kw;Wk; ,yj;jpudpay; tu;j;jfk; njhlu;Ggl;l

tifapy; epWtdq;fsJ ,aYikfis Nehf;Fk; NghJ> ,yj;jpudpay;

tu;j;jfj;ij mwpKfg;gLj;Jk; NghJ fle;J nry;y Ntz;ba tof;fkhd ehd;F

fl;lq;fis milahsk; fz;L nfhs;s KbAk;.

• ,iza gpurd;dk; (Web presence)- epWtdk; xU tiyj;jsj;ij

nfhz;bUf;Fk; Mdhy; mJ ,izaj;jpy; xU tpsk;gu ifNalhf khj;jpuk;

fhzg;gLk;. epWtdj;jpd; tiyj;js gf;fq;fs; epWtdk; kw;Wk; mjd;

nghUl;fs; Nritfs; njhlu;ghf jfty;fis my;yJ mbf;fb tpdtg;gLk;

tpdhf;fs; (FAQs) njhlu;ghf tpilfis toq;Ftjhf ,Uf;Fk;.

• vspa ,yj;jpudpay; tu;j;jfk; (Basic e-commerce) epWtdk; toq;Fdu;fsplk; ,Ue;J ,izatopapy; nfhs;tdTfis Nkw;nfhs;tJld;> thbf;ifahsu;

jk;kplkpUe;J nghUl;fis ,iza topapy; fl;lisaplTk; nfhLg;gdTfis

Nkw;nfhs;sTk; mDkjpf;Fk;. ,J Neubahf toq;Fdh;fs; kw;Wk; ,Wjp

Efh;NthUlDk; njhlh;Gnfhs;s mDkjpg;gJld; (,jd; fhuzkhf toq;fy;

rq;fpypapy; cs;s rpy ,ilepiyahsu;fs; ePf;fg;gLthu;fs;) Mdhy;

epWtdj;jpd; tzpf khjpupapNyh mjd; nrad;KiwfspNyh Kf;fpa

khw;wq;fs; Vw;gLtjpy;iy.

• xUq;fpize;j ,yj;jpudpay; tu;j;jfk; (Integrated e-commerce)- epWtdk; jkJ thbf;ifahsu;fs; kw;Wk; toq;Feu;fSld; neUf;fkhd

cwTKiwfis fl;bnaOg;Gtjw;fhf ,yj;jpudpay; njhopy;El;gj;jpid

cUthf;Fk; (cjhuzkhf> mNjNeu nrad;Kiwg;gLj;jy; kw;Wk; toq;fy;

rq;fpyp xUq;fpizg;gpd; %yk;). thbf;ifahsu;fs; kw;Wk; mtu;fSila

nfhs;tdT elj;ijfs; Kjypait njhlu;ghf epWtdk; jfty;fis

Nrfupj;Jf; nfhz;L mjd;%yk; jkJ re;ijg;gLj;jy; eltbf;iffis

Jy;ypakhf NgZtJld; cwTKiw Kfhikj;Jtj;jpw;Fk; gad;gLj;jpf;

nfhs;Sk;.

gupkhw;wj;ij

Nkw;nfhs;gtu;

Draft Version


130 CA Sri Lanka

• ,yj;jpudpay; tzpfk; - epWtdj;jpd; njhopw;gLKiwikfs; KOikahf

xUq;fpizf;fg;gl;L ,Ug;gJld;> kpff;Fiwe;j kdpj jiyaPL Njitg;gLk;.

,yj;jpudpay; njhopy;El;gkhdJ epWtdj;jpd; tzpfj; je;jpNuhghaj;jpw;F

mbg;gilahff; fhzg;gLk;. ,e;j ehd;F fl;lq;fs; njhlu;ghf mjd; jw;Nghija epiyikapid gFg;gha;T

nra;jy; tzpfk; xU ntw;wpfukhd ,yj;jpudpay; tzpf je;jpNuhghaj;ij

eilKiwg;gLj;Jtjw;F mJ tpUj;jp nra;Jnfhs;s Ntz;ba FiwghLfis

milahsk; fz;L nfhs;s cjTk;.

mNjNghy> mjd; jw;Nghija tzpf nraw;ghLfis gFg;gha;T nra;jyhdJ

,yj;jpudpay; njhopy;El;gq;fis gad;gLj;jpf; nfhs;s Ntz;ba Kiw kw;Wk;

mjd; ngWkjp rq;fpyp kPJ fhzg;gLfpw gpujhd nraw;ghLfis nfhz;L elhj;j

Ntz;ba Kiwik Mfpatw;iw milahsk; fz;Lnfhs;s KbAk;.

3 ,yj;jpudpay; tzpf khjpupfs;

3.1 ,yj;jpudpay; tu;j;jf je;jpNuhghak; ntw;wpfukhd ,yj;jpudpay; tu;j;jfj;jpw;fhd je;jpNuhghak; Vw;fdNt

fhzg;gLfpd;w nrad;Kiwfs;> Kiwikfs;> tpepNahf topfs; kw;Wk;

khjpupfspDs;Ns ,yFthf epiyg;gLj;jg;gl KbahJ vd;gjid ngUk;ghyhd

mtjhdpg;ghsu;fs; kw;Wk; epGzu;fs; Vw;Wf; nfhs;fpwhu;fs;. mjw;Fg; gjpyhf>

Kfhikj;Jtf; FOf;fs; gpd;tUk; tpdhf;fis jk;kpilNa tpdtpf; nfhz;L

kPsTk; Muk;gpj;jy; Ntz;Lk;. • thbf;ifahsu;fs; vk;kplkpUe;J vjid nfhs;tdT nra;a tpUk;Gfpwhu;fs;? • ve;j tifahd tzpfj;jpDs;Ns ehk; ,Uf;f Ntz;Lk;? • ve;j tifahd gq;fhspfs; vkf;Fj; Njitg;gLfpwhu;fs;? • ve;j tifahd thbf;ifahsu;fis ehk; ftu;e;jpOj;J jf;fitj;Jf;

nfhs;Sjy; Ntz;Lk;?

kWGwkhf> epWtdq;fs; %d;W ,ilj; njhlu;Ggl;l kl;lq;fspy; mtrpakhd

khw;wq;fis milahsk; fz;L nfhs;Sk;. kl;lk; 1 - Copau;fs;> thbf;ifahsu;fs; kw;Wk; toq;Feu;fSld; ,yj;jpudpay;

Kiwapy; njhlu;G nfhs;tjw;fhd Gjpa njhopy;El;gj;jpd; vspikahd mwpKfk;

(cjhuzkhf mf ,izak;> Gw ,izak; my;yJ tiyj;jsk; Clhf)

kl;lk; 2 - Gjpa njhopy;El;gj;jpd; rpwe;j gad;ghl;bid ngw;Wf;nfhs;Sk;

Nehf;fpy; Ntiyg;gil> nrad;Kiwfs;> Kiwikfs; kw;Wk; je;jpNuhghak;

Mfpatw;iw kPs;fl;likj;Jf;nfhs;sy;.

kl;lk; 3 - cUthfptUk; ,yj;jpudpay; nghUshjhuj;jpw;F ,zf;fkhFk;

tifapy; epWtdj;jpid kPsepiyg;gLj;jy;.

,Jtiuapy;> xU rpy epWtdq;fs; khj;jpuNk kl;lk; xd;W kw;Wk; ,uz;L

Mfpatw;iw fle;J nrd;Ws;sd. gjpyhf> Amazon.com kw;Wk; eBay Kjypa

J}a ,iza tzpfq;fs; gpd;tUk; Gjpa tpjpfis cUthf;fpAs;sd: ngsjPf

nrhj;Jf;fshy; Rikaw;W ,Uj;jy;> mtu;fSila Nghl;b ed;ikahdJ mwpT

,yj;jpudpay; tu;j;jf khjpupfs; xl;Lnkhj;j ,yj;jpudpay; tzpf je;jpNuhghaj;jpd;

Kf;fpa %yf;$Wfshf fhzg;gLfpd;wd. xl;Lnkhj;j ,yj;jpudpay; tzpfj;

jsj;jpy; mJ ntw;wpfukhf njhopw;gLtjw;fhf> rupahd khjpupapidj; njupT

nra;tjid epWtdk; cWjp nra;J nfhs;Sjy; Ntz;Lk;.

Draft Version


CA Sri Lanka 131

Kfhikj;Jtk; kw;Wk; thbf;ifahsu; cwT KiwfspNyNa fhzg;gLjy;.

thbf;ifahsu; xUtu; %yk; vjpu;fhyj;jpy; cUthf;ff;$ba epfu ,w;iwg;

ngWkjp ,yhgkhf fhzg;gLk;NghJ khj;jpuNk thbf;ifahsu; xUtiu

epWtdk; Vw;Wf;nfhs;s Ntz;Lk; vd ghuk;gupa rpe;jid fUJfpwJ. vdpDk;>

,yj;jpudpay; tu;j;jf eilKiwapNy> thbf;ifahsu;fs; vt;tsT tpiuthf

kiwe;J Nghfpwhu;fs; vd;gijf; fUj;jpy; nfhs;shJ thbf;ifahsu;fis

ngw;Wf; nfhs;tjw;fhf epWtdq;fSf;F KjyPl;lhsu;fs; ntFkjp

mspf;fpwhu;fs;. ,e;j rhd;wpd; %yk; ngUk;ghyhd ,izatop epWtdq;fs;

ePbj;j tho;Tj; jd;ikkpf;f ,yhgj;jd;ik> my;yJ xl;L nkhj;jkhf ,yhg

jd;ikapid mile;Jnfhs;s KbahJ fhzg;gLfpd;wik GydhfpwJ.

nka;epfu; xOq;fikg;Gfs; (Virtual arrangements)

Ntiyj;jsq;fspy; kw;Wk; tPl;by; ,Ue;J Ntiy nra;Ak; Copau;fis

xUq;fpizg;gjw;F tiyaikg;Gj; njhopy;El;gq;fis epWtdq;fs;

gad;gLj;Jfpd;wd. gue;jtPr;R (Broadband) njhopy;El;gj;jpyhd tpUj;jpfs;> kpff; Fwpg;ghf ,aydT kw;Wk; rpwe;j juTg; ghJfhg;G Mfpatw;iw

Nkk;gLj;jpAs;sJld; njhlu;ghlYf;fhd ,aYikiaAk; tpUj;jp nra;Js;sJ.

gue;j tPr;R njhiyj; njhlu;ghly; Kiwikfs; njhiytpYs;s fzzp

gadhsu;fs; xUtUld; xUtu; njhlu;G nfhs;tJld; jfty;fis mDg;gTk;

ngw;Wf; nfhs;sTk; mDkjpf;fpwJ.

nka;epfu; epWtdq;fs; (Virtual organisations)

nka;epfu; epWtdq;fs; vd;gJ G+Nfhs uPjpahf gue;Jgl;L fhzg;gLfpd;w>

cw;gj;jp nrad;Kiwapid epiwT nra;tjw;fhf ,yj;jpudpay; ,izg;Gfspy;

jq;fpAs;s jdpegu;fs;> FOf;fs;> epWtd myFfs; (,it xNu epWtdj;jpw;F

nrhe;jkhditahf fhzg;gl Ntz;ba mtrpak; ,y;iy) my;yJ xl;Lnkhj;j

epWtdq;fs; Kjypatw;wpd; jw;fhypfkhd my;yJ epue;jukhd Nrh;f;if MFk;.

njhlu;ghlYf;fhd jfty; njhopy;El;gg; gad;ghL kw;Wk; fl;Lg;ghL Mfpad

iftplg;gl;Ls;sik fhuzkhf nka;epfu; epWtdk; vd;Dk; rpe;jid fzprkhd

ftdj;jpid <u;j;Js;sJ. nka;epfu; epWtdq;fSf;fhd Kf;fpakhdJ

Fiwghlhf G+Nfhs mikg;gpy; rpjwpf; fhzg;gLk; $WfSf;fhd ,yj;jpudpay;

,izg;G fhzg;gLfpwJ.

nka;epfh; epWtdk; vd;gjw;fhd Jy;ypakhd tiutpyf;fzk; njhlu;gpy;

xt;nthU fy;tpahsh; epWtdq;fspilNa ,zf;fkpd;ik fhzg;gLfpd;w NghJk;>

G+Nfhs uPjpahd gue;Jgl;l jd;ik kw;Wk; cw;gj;jp nrad;Kiwf;fhd jfty;

njhopy;El;gj;jpd; ikag;gLj;jy; Mfpait njhlu;ghf ,zf;fg;ghL

fhzg;gLfpwJ. nka;epfu; epWtdq;fs; jw;fhypfkhd Fztpay;gpidf;

nfhz;bUg;gjhf gyu; ,zq;fpAs;sdu;. Vida Fztpay;Gfshf> nefpo;r;rp

kpf;f fl;likg;G kw;Wk; xj;Jiog;G kpf;f fyhr;rhuk; Mfptw;iw Fwpg;gplyhk;.

nka;epfu; epWtdq;fs; kf;fs;> nrhj;Jf;fs; kw;Wk; vz;zq;fis ,izj;J

mjd;%yk; nka;epfu; epWtdq;fs; ghuk;gupa epWtd vy;iyfs; kw;Wk; ngsjPf

vy;iyfshy; tiuaWf;fg;glhj tifapy; nghUl;fs; kw;Wk; Nritfis

cUthf;fp toq;Ffpd;wd. nka;epfu; tiyaikg;G xd;wpDs;> epWtdk; xd;W

kw;nwhU epWtdj;Jld; ngsjPfuPjpahf njhlu;G nfhz;buhjNghJk; me;j

epWtdj;jpd; ,aYikfisg; gad;gLj;jpf; nfhs;s KbAk;.

Draft Version


132 CA Sri Lanka

epWtdnkhd;W ntspthup toq;Fdu; xUtuplkpUe;J nghUl;fs;> Nritfs;

my;yJ ,aYikfis Fiwe;j tpiyapy; ngw;Wf;nfhs;sj; jf;fjhf

,Uf;Fk;NghJ my;yJ mJ Gjpa re;ij tha;g;Gfis Njb efu Ntz;ba

fl;lhaj;jpd; NghJ mjdplk; me;j tha;g;Gf;fis gad;gLj;jpf; nfhs;tjw;fhf

nrhe;jkhf Neuk;> tsq;fs; fhzg;glhjNghJ> nka;epfu; epWtd khjpup

gad;kpf;fjhf fhzg;gLk;.

vt;thnwdpDk;> epWtdnkhd;W jfty; njhopy;El;gj;ij gutyhf

gad;gLj;JtJld; gy;NtW miktplq;fspy; fhzg;gLfpd;w NghJ mjid

nka;epfu; vd Fwpg;gpl;L tpl KbahJ> Vnddpy; nka;epfu; epWtdnkhd;wpd;

njhopw;ghl;bw;F mjd; cWg;gpdu;fspilNa jfty;fis gfpu;e;J nfhs;sf; $ba

,aYik gpujhdkhdjhff; fhzg;gLfpd;wJ.

fs Ma;T

Li & Fung ngUk; vz;zpf;ifapyhd etehfuPf epWtdq;fs; `hq;fhq; ehl;ilj; jskhff;

nfhz;l Li & Fung epWtdj;jpid jkJ Milfis cw;gj;jp kw;Wk; fg;gy;

Nrit tplaq;fis Kfhik nra;tjw;fhf gad;gLj;jp tUfpd;wd. Li & Fung epWtdkhdJ cw;gj;jp cUthf;fk;> %yg; nghUs; nfhs;tdT> cw;gj;jp

jpl;lkply;> ju cWjpg;gLj;jy; kw;Wk; fg;gy; Nrit Mfpatw;iw ifahz;L

tUfpwJ. vdpDk;> Li & Fung epWtdk; jkf;Fr; nrhe;jkhf ve;jtpjkhd Jzp

Miyfs;> njhopw;rhiyfs; my;yJ ,ae;jpuq;fs; vjidAk; nfhz;bUf;fhJ>

,Ug;gJld; mJ jk;Kila midj;J NtiyfisAk; cyfk; KOtJk; 30f;F

Nkw;gl;l ehLfspy; gue;J fhzg;gLk; 7500 f;Fk; Nkw;gl;l toq;Fdh;fspd;

tiyaikg;gpd; Gwtoq;fy; nra;jpUf;fpwJ.

thbf;ifahsu;fs; Li & Fung epWtdj;jpd; Gw ,izaj;jpd; %yk; jdpg;gl;l

Kiwapy; fl;lisfis Nkw;nfhs;tu;. mjd; gpd;du; Li & Fung epWtdk;

nghUj;jkhd %yg;nghUs; toq;Feu;fs; kw;Wk; mtu;fsJ cw;gj;jpfs;

,lk;ngWk; njhopw;rhiyfSf;F mwpTWj;jy;fis toq;Fk;.

Li & Fung epWtdj;jpd; Gw ,izak; jkJ fl;lisf;fhd xl;Lnkhj;j cw;gj;jp

nrad;Kiwapidj; jlq;fhZk;.

xU nka;epfu; epWtdkhfj; njhopw;gLk; Li & Fung nefpo;r;rpj; jd;ikahdjhf

,Ug;gJld; mjpNtfj;jpy; khwptUk; ehfuPfkw;w Nghf;FfSf;F mikthd

tifapy; thbf;ifahsu;fs; fl;lisfisf; Fiwe;j fhyj;jpy; cw;gj;jp nra;J

tbtikg;gjw;Fg; nghUj;jkhdjhf fhzg;gLfpwJ.

Draft Version


CA Sri Lanka 133

3.2 ,yj;jpudpay; je;jpNuhghak; xd;wpid fl;bnaOg;Gjy; ,yj;jpudpay; tu;j;jfj;jpw;fhd je;jpNuhghakhdJ epWtdj;jpd; xl;Lnkhj;j

je;jpNuhghaj;ij cs;slf;fp ,Uf;f Ntz;Lk; vd;gJ mtrpakpy;iy> mj;jifa

je;jpNuhghakhdJ epWtdj;jpy; cs;s xd;Wf;F Nkw;gl;l njhopw;ghLfs; kw;Wk;

jpizf;fsq;fspy; jhf;fk; nrYj;Jtjpy; tpistpidf; nfhz;L ,Uf;ff;

$bajhFk;. MfNt mJ cau;kl;l KfhikAld; njhlu;Gnfhs;sg; gLtJld;>

mJ je;jpNuhghaj; njhptpd; %d;W epakg; gpukhzq;fshfpa nghUj;jkhd

jd;ik> Vw;Wf;nfhs;sf;$ba jd;ik kw;Wk; rhj;jpakhd jd;ik Mfpatw;Wf;F

,zf;fkhf fhzg;gLjy; Ntz;Lk;. ,J epWtdj;jpd; Nghl;bj; jd;ikapidAk;

mNjNghy fhyhfhykhf cUthf;fg;gl;L tUk; cs;sf uPjpahd R+oy;

Kiwikapd; kPJk; nry;thf;Fr; nrYj;Jk;.

nghUj;jkhd jd;ik (Suitability)

xl;Lnkhj;j tzpf je;jpNuhghaj;ij ,yj;jpudpay; tu;j;jf jsj;jpy; nfhz;l

Amazon Nghd;w xU rpy ghupa epWtdq;fs; fhzg;gLfpd;wd. vt;thnwdpDk;>

ngUk;ghyhd epWtdq;fSf;F> ngUk;ghyhd ghuk;gupa njhopw;ghLfSf;F Xu;

Nkyjpf Jizahf njhlu;ghly; kw;Wk; tpw;gidfSf;fhd Clfq;fshf xU

Jiz Kiwikahf cUthf;fg;gl;l ,izajsj;Jld; $ba ,yj;jpudpay;

tu;j;jfk; fhzg;gLfpwJ. ,yj;jpudpay; tu;j;jf je;jpNuhghak; nkhj;j

je;jpNuhghaj;Jf;F MjuT mspg;gJ Kf;fpakhdjhFk;. tp];jupf;fg;gl;l re;ijf;

fyitfs; kw;Wk; mtw;wpd; %yf;$WfSf;F ,ilapyhd rkj;Jtk;>

epiykhwhj jd;ik kw;Wk; gu];gu MjuT Mfpatw;iwf; fUj;jpy; nfhs;tJ

,tw;wpid mZFtjw;fhd xU top KiwahFk;.

fs Ma;T

Amazon

nka;epfu; epWtdq;fSf;F cjhuzkhf Fwpf;fg;gLk; epWtdq;fspy; xd;whfpa

Amazon.com epWtdj;jpd; nrad;KiwahdJ nka;epfh; tzpfq;fspd;

Njhw;wg;ghl;iltpl Nkk;gl;lnjhd;whFk;.

thbf;ifahsu;fs; njhlh;Ggl;l tiyj;js; ,izg;Gf;fs; Clhf ,izaj;js

Nrit toq;Fdu;fs; (ISP) Clhf Amazon tiyj;jsj;jpw;F tUif jUth;.

Amazon epWtdk; thbf;ifahsu;fsJ fl;lisfis nrad;Kiwg;ggLj;Jfpd;w

NghjpYk;> mJ jd;dfj;ij ,Ug;Gfis itj;jpUg;gjpy;iy. Amazon epWtdj;jpd; Clhf thbf;ifahsu; xUtu; xU Gj;jfj;jpw;F fl;lisapl;lhy;>

me;jg; Gj;jfkhdJ ntspaPl;lhsuJ fsQ;rpaj;jpy; ,Ue;J tpLtpf;fg;gl>

tpepNahfkhdJ ,Ug;Gf; ifahSk; my;yJ jghy; ifahSk; epWtdj;jpdhy;

ifahsg;gLk;. ,Ue;jNghJk;> thbf;ifahsu; jhk; NtW fk;ngdpfSld; md;wp>

Amazon clNdNa njhlh;GgLtjhf czu;e;J nfhs;tu;.

vt;thnwdpDk; ,j;jifa cwTKiw rupahfj; njhopw;gLtjw;F> Amazon epWtdk; gq;fhspfsplkpUe;J jfty;fis Njitg;gLj;Jk;- cjhuzkhf mJ

,Ug;Gfspd; fpilg;gdTj; jd;ik kw;Wk; kjpg;gplg;gl;l tpepNahff; fhyq;fs;

Mfpatw;iw njupe;J nfhs;tjd; %yk; thbf;ifahsu; fl;lisfis

Nkw;nfhs;Sk;NghJ mjw;fhd jfty;fis toq;f KbAk;. mijg;Nghy>

Amazon epWtdk; jkJ gq;fhspfs; toq;Ftjw;F ,zq;fpf;nfhz;Ls;s

Nritapid toq;Ftjw;F ek;gpf;ifahf ,Uf;Fk;) cjhuzkhf> tzpf

gq;fhsp xUtu; ,Ug;G 48 kzp Neuj;jpy; fpilf;fj; jf;fjhf ,Uf;Fk; vdf;

Fwpg;gpLk; NghJ> mJ 48 kzp Neuj;jpy; fpilf;f jf;fjhf ,Uf;f Ntz;Lk;)

Draft Version


134 CA Sri Lanka

,izaj;jsj;jpid xU Kf;fpakhd njhopw;ghLfSf;fhf khj;jpuk;

cUthf;Ftjh my;yJ KOikahd mk;rq;fs; toq;fg;gl;l ,izatop

nfhs;tdT trjpapid toq;Ftjh vd;Dk; tpdhtpid Nfl;gJ ,jw;fhdNjhu;

,yFthd cjhuzkhFk;. cjhuzkhf Kfhkply; (camping) kw;Wk; ntspf;fs cgfuzq;fis toq;Fk; xU epGzj;Jtk; tha;e;j filj;njhFjp ,iza

topf; nfhs;tdT ,iza trjpia mspg;gjd; %yk; mjd; re;ijg; gug;gpid

tp];jupj;J tpUj;jp nra;a KbAk;. kWGwkhf> fountain Ngdhf;fs; Nghd;w

tpNrlj;Jtk; tha;e;j Mlk;gug; nghUl;fspd; cw;gj;jpahsu; ftdkhf njupT

nra;ag;gl;l rpy;yiw tpahghupfs; Clhd tpepNahff; nfhs;ifapid

nfhz;bUg;ghu;. mtu;fSila ,yf;Fre;ij Jz;lj;jpw;F ,izatop

nfhs;tdTKiw nghUj;jkhf ,Uf;fhJ: mtu;fs; nfhs;tdT mDgtj;ij

mDgtpf;f tpUk;Gfpd;w NghJ> Kd;du; thq;fpa nghUl;fis tpl Gjpa

nghUl;fisNa nfhs;tdT nra;a tpUk;Gthu;fs;.

Vw;Wf;nfhs;sf;$ba jd;ik (Acceptability)

,yj;jpudpay; tu;j;jf je;jpNuhghakhdJ mf;fiwAs;s jug;gpdUf;F

Vw;Wf;nfhs;sj; jf;fjhf ,Uj;jy; Ntz;Lk;. tpepNahf];ju;fs; Fwpg;ghf ,q;F

Kf;fpaj;Jtk; ngWfpwhu;fs;. cjhuzkhf> Mlk;gu nghUl;fSf;fhf rpy;yiw

tpahghupfsplk; cah;jukhd fl;llj; njhFjp> jpwd; kpf;f kw;Wk; ftuj;jf;f

Copau;fs;> kw;Wk; Mlk;gukhd Rw;Wr;R+oy; Mfpatw;iw vjpu;ghu;g;Gk;

thbf;ifahsu;fs; ,izajsk; %yk; nfhs;tdT nra;Ak;NghJ kfpo;r;rp

mila khl;lhu;fs;.

rhj;jpakhd jd;ik (Feasibility)

rhj;jpakhd jd;ik vd;gJ tsq;fs; njhlu;ghd tplakhFk;. mbg;gilahd

tskhdJ gzkhfTk;> Mdhy; jpwd;kpf;f Copaj;jpd; fpilg;gdT>

,izaj;jsj;jpid epu;thfk; nra;tij cUthf;Fk; Kiwikf;fhd Xu;

mtrpakhd Njitg;ghlhf ,yj;jpudpay; tu;j;jf je;jpNuhghaj;jpy;

fhzg;gLfpwJ. ,e;j Nehf;fq;fSf;fhf tpNrl MNyhrfu;fis Ntiyf;F

mku;j;Jjy; nghUj;jkhdjhf fhzg;gLk;.

rhj;jpaj;jd;ikapd; fPo;> gpd;tUk; tplaq;fis fUj;jpy; nfhs;tJ mtrpakhdjhf fhzg;gLk;:

(a) Kjd;Kjyhf nra;a Ntz;baJ vd;dntd;why; %yf;$Wf;fhd

Jy;ypakhd Nehf;fq;fis cUthf;fpf; nfhs;tjhFk;. jPu;f;fkhd Kbthf

,jid Nkw;nfhs;tJ rhj;jpakhf ,Uf;fhJ> mj;Jld; fPNo

Fwpg;gplg;gl;Ls;s> xd;Wld; xd;W njhlu;Ggl;l gy njhlu;Gfis

fle;Jnry;Yk; nrad;Kiwfspd; njhlu;r;rpj;jd;ik njhlu;ghd

Fwpf;Nfhs;fisAk; fUj;jpy; nfhs;s Ntz;Lk;.

(b) gad;fs; kw;Wk; fpuaq;fs; njhlu;ghd xU kjpg;gPL kw;Wk; gFg;gha;T

Nkw;nfhs;sg;gLk;. ,J vd;d tifahd Nritfs; toq;fg;gl cs;sd>

xU KOikahd tptug;gl;bay; ,izatopapy; gpuRupf;fg;gl;l cs;sjh>

,iza top tpw;gidfs; vjpu;T $wg;gl;Ls;sjh> Njly; njhopw;ghL

mtrpakhdjh Nghd;w rhj;jpakhd njupTfis cs;slf;fp ,Uj;jy;

Ntz;Lk;.

(c) xU tpgukhd ghjPL jahupf;fg;gLjy; Ntz;Lk;> ngUk;ghYk; ,it fpuag;

gad; gFg;gha;tpy; ,Ue;J kjpg;gPLfis gad;gLj;Jk;. ,iza topapyhd

tpw;gid toq;fg;gLk; NghJ> tpiyf; nfhs;if cUthf;fg;gLjy;

Ntz;Lk;: ,izatopapy; tpw;fg;gLk; NghJ> ghuk;gupa tpepNahf

topKiwfSld; xg;gpLk;NghJ epu;thff; fpuaq;fs; Fiwthf fhzg;gLk;

vd thbf;ifahsu; mwpe;J ,Ug;gjdhy; nghUl;fs; kw;Wk; NritfSf;F

Draft Version


CA Sri Lanka 135

tpiyf; fopT toq;fg;gl Ntz;Lk; thbf;ifahsu; vjpu;ghu;f;Fk; Nfhl;ghL

xd;W fhzg;gLfpwJ.

(d) gpuj;jpNaf njhopw; jpwd; Njitg;ghLfs; • ,iza Kd;dpiyahf;fy; nkd;nghUs; • Nrit toq;fy; fzpdpfs; (xd;Wf;F Nkw;gl;l Kiwfs; tpuakhd

jd;ikia Vw;gLj;jf;$Lk;)

re;ij ntspaPL (Launch)

,izaj;jsj;jpd; njhopw;ghL jpUg;jpfukhf ,Ug;gjid cWjp nra;Ak;

tifapy;> tiuaWf;fg;gl;l vz;zpf;ifapyhd rhj;jpakhd

thbf;ifahsu;fSf;F khj;jpuk; mjid ntspapl;L itj;jy; nghUj;jkhdjhf

,Uf;Fk;. ,J xU gpuhe;jpa mbg;gilapy; Nkw;nfhs;sg;gLtJld;> ,jw;fhd

Nkk;gLj;jy; nghUj;jkhd mr;R Clfk; kw;Wk; njhiyf;fhl;rp miytupirfs;

Clhf Nkw;nfhs;sg;gLk;. Njrpa uPjpahd ntspaPL mq;fPfupf;fg;gl;lJk;>

,izajsj;jpid Njrpa uPjpahf Nkk;gLj;JtJld; epWtdj;jpd; midj;J

$l;L tzpf ghtidg; nghUl;fs; kw;Wk; fhl;rpg; nghUl;fspy; ,izaj;js

Kftup cs;slf;fp ,Ug;gij cWjp nra;jy; Ntz;Lk;.

3.3 ,izak;> ,yj;jpudpay; tzpfk; kw;Wk; ghuk;gupa tzpfk;

mikg;Gf;fSf;fhd rthy;fs; ghuk;gupa> ,izaky;yhj tzpf khjpupfspy; ,Ue;J ,yj;jpudpay; tzpfk;

kw;Wk; ,izaj;jpid ghupa tifapy; NtWgLj;Jk; gy;NtW fhuzpfs;

fhzg;gLfpd;wd.

(a) mJ ghuk;gupa tzpf khjpupfis rthYf;F cl;gLj;JfpwJ - Vnddpy;>

cjhuzkhf ,J nghUs; my;yJ Nrit toq;Fdu;fs;

,ilepiyahsu;fis (cau;uf rpy;yiwf; filfs;> Nghf;Ftuj;J

Kftu;fs;> fhg;GWjpj; jufu;fs; kw;Wk; ghuk;gupa tq;fpfs; Kjypa) ehlhJ

Neubahf jkJ thbf;ifahsu;fSld; njhlu;Ggl trjpaspf;fpwJ.

(b) ,izakhdJ mjd; njhopw;ghl;by; G+NfhsuPjpahf fhzg;gLk; NghjpYk;>

mjd; ed;ikfs; ghupa (my;yJ g+Nfhs) tzpfq;fSf;F khj;jpuk;

tiuaWf;fg;gltpy;iy. rpwpa tzpfq;fs; $l cldbahf G+Nfhs re;ij

gug;gpDs; jkJ nrhe;j Kaw;rpapd; %yNkh my;yJ “thbf;ifahsu;

,iza Kfg;G” %yNkh cs;Eiofpd;wd.

(c) ,J Gjpa jfty; rpf;fdq;fis toq;FfpwJ - Vnddpy;> ,izaj;jpd;

%yk; jftyhdJ ,ytrkhf fpilf;fpd;wJ. ,iza mZifapidf;

nfhz;l kf;fs; cyfj;jpd; gpujhd nra;jp gj;jpupiffs;> rQ;rpiffs;

Kjypatw;iw fl;lzkpd;wpg; ghu;itapl KbAk;.

(d) epWtdq;fSf;fhd cldb nka;epfu; mZifapid toq;FtJld; rpy

tpdhbfspy; nfhs;tdT nfhLf;fy; thq;fy;fis epiwT nra;tjw;fhd

,aYikia toq;Ftjd; %yk; epidj;Jg; ghu;f;f Kbahj msT

Ntfkhd njhlu;ghlYf;F toptFf;fpwJ.

(e) 24 kzp Neu mZif. thbf;ifahsu;fs; ,izajsq;fSf;F ehspd; 24

kzpj;jpahyq;fSk;> thuj;jpd; VO ehl;fSk; mZifapidf;

nfhz;bUf;fpwhu;fs;. MfNt> ,izatop tzpfkhdJ vg;NghJNk

G+l;LtJ ,y;iy.

Draft Version


136 CA Sri Lanka

(f) mJ epWtdq;fs; kw;Wk; thbf;ifahsu;fs; ,ilNa (jdpj;jdpahf

my;yJ FOthd Kiwapy;)> kw;Wk; thbf;ifahsu;fs; jk;kpilNa

kw;Wk; epWtdq;fs; toq;Fdu;fs; ,ilNa tpiyFiwe;j njhlu;ghly;

tiyaikg;Gfis cUthfpapUf;fpd;wJ.

(g) rpy Mz;LfSf;F Kd;du; rhj;jpakw;wJ vd fUjg;gl;l mstpyhd

thbf;ifahsu; mZifapid tzpf Kaw;rpfSk; ngw;Wf; nfhs;tjw;fhd

Gjpa gq;Flikfspd; cUthf;fj;jpw;F toptFj;jJ.

(h) NtiyahdJ miktplj;jpy; jq;fpajy;yhjjhf khw;wkilfpd;wJ.

vOJtpidQu;> epu;thf kw;Wk; mwpTrhu;e;j Ntiyfis ve;j xU

miktplj;jpy; ,Ue;Jk; Nkw;nfhs;sf; $bajhff; fhzg;gLfpwJ. ,J

epu;thfk; kw;Wk; Nghf;Ftuj;J nrytpdq;fis Fiwg;gJld;> kpf

tpNrlkhf kf;fs; tPl;bypUe;J Ntiynra;a mDkjpf;fpwJ. Mdhy;

egu;fspilNaahd njhlu;G ,of;fg;gLtjd; fhuzkhf Cf;Ftpg;G kw;Wk;

Ntiyj; jpUg;jp ,of;fg;glyhk;.

(i) fpilf;fj;jf;fjhfTs;s juTfspd; msT mjpfupj;J nry;tjhYk;

gFg;gha;T kw;Wk; kjpg;gPL nra;Ak; ,aYikapd; msT mjpfupg;gjd;

fhuzkhf Fwpj;j ,yf;F re;ijj; Jz;lq;fSf;F kpfj; Jy;ypakhd

tifapy; cw;gj;jp nghUl;fis toq;Ftjw;fhd ftdk; mjpfupf;f ,jd;

fhuzkhf Ntiyapd; jd;ikapy; khw;wk; Vw;gLfpwJ.

(j) ,J ntspg;gilahd tpiyapliy Nkk;gLj;JfpwJ- thbf;ifahsu;fs;

ehl;by; cs;s toq;Fdu;fs; khj;jpukd;wp> cyfshtpa uPjpapy; gue;J

thOk; toq;Fdu;fsJ tpiyfisAk; cldbahf xg;gplf; $bajhf

fhzg;gLfpwJ.

(k) ,J jdpg;gl;l egu;fSf;fhd ftdj;jpid Nkk;gLj;JfpwJ- midj;J

egu;fSf;Fk; NghJkhd ftdk; toq;fg;gl;lhYk;> Nkk;gLj;jg;gl;l

jfty;njhopy;El;g Kiwikfs; kw;Wk; thbf;ifahsu; juTj;js

khw;wq;fs; Mfpad ,jw;F trjp mspf;fpd;wd.

(l) ,J Nkk;gl;l re;ij Jz;lkhf;fy; tha;g;GfSf;F trjp mspf;fpwJ.

,yj;jpudpay; tu;j;jfk; Kaw;rpahsu;fs; Nghl;b ed;ikia

cUthf;Ftjw;fhd topfspy; xd;whf Jz;lq;fis mZFjy;

fhzg;gLfpwJ.

(m) ,iza tiy xU jdpahd ClfkhfNth my;yJ Vw;fdNt

fhzg;gLfpd;w ,izak; my;yhj topKiwAld; ,ize;j ClfkhfNth

fhzg;glyhk;.

(n) khw;wkilAk; tpiyaply; vd;Dk; etPd vz;zf;fU xd;W cUthfp

tUfpwJ. jw;Nghija Nfs;tp kw;Wk; epuk;gy; epiyikfis gpujpgypf;ff;

$ba tifapy; cldbahf epWtdk; tpiyfis khw;wf; $bajhf

cs;sJ.

(o) ,J Gjpa ,ilepiyahsh;fspd; Njhw;wj;jpw;F mDkjp mspg;gJld;

Vw;fdNt ,Ue;j rpy ,lu;fis ePf;fp cs;sJ. tzpfq;fs; ,yj;jpudpay;

tq;fpapay;> fhg;GWjp gpuRupj;jy; kw;Wk; mr;rply; Mfpa Kjd;ikahd

cjhuzk; Kiwfs; Clhf ,ilepiyahsu;fis ePf;Ffpd;wd.

Draft Version


CA Sri Lanka 137

cjhuzk;

gy;fiyf;fofk; xd;W mjd; thrpg;Gg; gl;baiy tiyj;jsj;jpy; gpuRupf;f>

mjidf; nfhs;tdT nra;a tpUk;Gfpd;w khztu;fs; mjid nrhLf;Ftjd;

%yk; Amazon.com Nghd;w ,izatop Gj;jf tpw;gidahsu;fis mila

KbAk; tifapy; gpuRhpf;Fk;. gy;fiyf;fofk; juFg; gzj;ij ngw;Wf;

nfhs;tJld;> Gj;jf tpw;gidahsu; jkJ tpw;gidia mjpfupj;J nfhs;s>

khztu;fSf;Fk; Xu; fopT fpilf;fpd;wJ. ghuk;gupa Gj;jf tpw;gidahsu; jtpu>

Vida midtUk; ed;ik milfpd;wdu;.

,e;j Gjpa Nghf;fhdJ epWtdq;fSf;F mOj;jj;jpid cUthf;FfpwJ.

epWtdq;fs; vjpu;nfhs;Sk; Kf;fpakhd mr;RWj;jyhdJ> Efu;NthuJ

nfhs;tdT nra;Ak; Mw;wypdhy; ,af;fg;gLk; tpiyfs; MFk;. kw;nwhU

mr;RWj;jyhdJ Gjpa Nghl;bahsu; tUiff;fhd jilfs; Fiwf;fg;gLjy;

MFk;.

,yj;jpudpay; tu;j;jfk; kw;Wk; ghuk;gupa tu;j;jfk; Mfpatw;Wf;F ,ilapyhd

xU gpujhd NtWghlhf> re;ijg;gLj;jy; eltbf;ifapy;> thbf;ifahsuJ

tfpghfk; fhzg;gLfpwJ. tpsk;gug;gLj;jy; kw;Wk; Neub mQ;ry; Nghd;w

ghuk;gupa re;ijg;gLj;jy; Clfq;fspy; re;ijg;gLj;jy; nra;jpahdJ

toq;Fdu;fshy; cUthf;fg;gl;L rhj;jpakhd thbf;ifahsu;fSf;F mDg;gp

itf;fg;gLk;. vdpDk;> thbf;ifahsu;fSld; njhlu;G tiuaWf;fg;gl;Lf;

fhzg;gLfpd;wJ. ,yj;jpudpay; Clfj;jpy;> thbf;ifahsu; kpfTk; <LghL kpf;f

tfpghfj;jpid tfpf;fpd;whu;fs;> cjhuzkhf xU cw;gj;jp my;yJ toq;Fdh;

gw;wp mwpe;J nfhs;tjw;fhf tiyj;jsj;jpw;F tUif jUth;. ,q;F

thbf;ifahsu; kw;Wk; toq;FdhpilNa $Ljyhd ,ilj;njhlu;G

fhzg;gLfpwJ.

3.4 B2C ,yj;jpudpay; tu;j;jfk; ,yj;jpudpay; tzpf khjpupfs; NtWgl;l tbtq;fisf; nfhz;bUf;fpd;wd.

,yj;jpudpay; tu;j;jfj;Jf;F khw;wkila tpUk;Gk; epWtdq;fs; jhk; gad;gLj;j

tpUk;Gk; khjpup> jhk; ,yf;F itf;Fk; re;ij> ,yhgj;jpw;fhf rhj;jpak; kw;Wk;

Nghl;b ed;ik fhzg;gLkh Mfpa fhuzpfisf; vLj;Jf;nfhs;tjd; %yk;

mg;gbNa ntw;wp tha;g;Gf;F cjtpahf mikAk;.

NtWgl;l B2C ,yj;jpudpay; tu;j;jf khjpupfs; fhzg;gLfpd;wd.

khjpup

tpsk;gug;gLj;jy; khjpup

Advertising model

tzpfk; Efu;NthUf;F xU nghUs; my;yJ

Nritapid toq;Fk;> Mdhy; mtu;fsplkpUe;J

fl;lzq;fis mwtpLtjpy;iy. mjw;F gjpyhf> mJ

tpsk;gu tUkhdj;jpd; %yk; tUkhdj;ij ngw;Wf;

nfhs;fpwJ. Google Kjypy; Njly; nghwpfs; kw;Wk;

Kfg;Gj;jfk; Kjypa r%f tiyj;js gf;fq;fs;

jkf;fhd gzj;jpid tpsk;gug;gLj;jy; kw;Wk;

re;ijg;gLj;jy; Nritfs; %yk; cioj;Jf;

nfhs;fpd;wd.

Draft Version


138 CA Sri Lanka

Model

jfty; ,ilepiyahsh; khjpup

Infomediary model

tzpfk; Efu;Nthu; kw;Wk; mtu;fsJ nfhs;tdT

gof;ftof;fq;fs; njhlu;ghd juTfis Nrfupj;J me;j

jfty;fis Vida tzpfq;fSf;F tpw;gid

nra;fpd;wd. tpiy xg;gpl;L tiyj;jsq;fs; ,jw;fhd

xU rpwe;j khjpupfs; MFk;. NtWgl;l

toq;Fdu;fspilNa xj;j tpjkhd nghUl;fspd;

tpiyfis xg;gPL nra;tjw;fhd (Fwpj;j xU fhg;GWjp

njhlh;ghf> NtWgl;l fhg;GWjp epWtdq;fspd; tpiy

Nghd;w) tiyj;jsk; xd;iw epWtdk; njhopw;gLj;Jk;.

,jw;fhf Efu;Nthu; nfhLg;gdT nra;tjpy;iy> tpiy

xg;gPl;L epWtdk; me;j Efu;Nthu; jkJ ,izaj;

jsq;fs; Clhf nghUl;fSf;fhd fl;lisfis

Nkw;nfhs;Sk;NghJ> mjpypUe;J fpilf;Fk; juFg;

gzk; %yk; tUkhdj;ij cioj;Jf; nfhs;fpwJ.

tzpfu; khjpup Merchant model

epWtdq;fs; nghUl;fis tpw;gid nra;tjw;fhf

,izaj;jpid gad;gLj;Jk;. thbf;ifahsu;fs;

jkf;F Njitahd nghUl;fis ,izatopapy;

fl;lis ,lTk;> nfhLg;gdTfis Nkw;nfhs;sTk;

KbAk;. nfhs;tdT nra;ag;gl;lJ Xu; ngsjPf

nghUshf ,Ug;gpd;> me;jg; nghUis thbf;ifahsu;

Kftupf;F tpepNahfk; nra;tjw;fhd Vw;ghLfis

fk;ngdp nra;a Ntz;Lk;. ,ir> jpiug;glk; kw;Wk;

Gj;jfq;fs; Nghd;w rpy cw;gj;jpfs;

,izatopapNyNa tpepNahfpf;fg;gl KbAk;.

vz;zpay; tbtpy; tpepNahfpf;fg;gLk; ,ir>

Gj;jfq;fs; cjhuzkhf> Vw;fdNt cs;s

FWe;jl;Lfs; kl;Lk; mr;rplg;gl;l Gj;jfq;fs;

Kjypatw;wpd; re;ijf;fhd mr;RWj;jyhf

fhzg;gLfpd;wd." epoy; tq;fpapy;" (Shadow Banking) epWtdq;fs; thbf;ifahsu;fSf;F ,izatopapy;

fld;fis toq;Ffpd;wd.

cw;gj;jpahsu; khjpup Manufacturer model

,e;j khjpupfs; nraw;gLk; epWtdkhdJ> ekJ nrhe;j

cw;gj;jpg; nghUl;fis rpy;yiw ,ilepiyahsu;fs;

Clhf tpw;gid nra;ahJ> ,iza topapy; Neubahf

thbf;ifahsu;fSf;F tpw;gid nra;Ak; cw;gj;jp

epWtdq;fshFk;.

re;jhjhuu; khjpup Subscription model

,e;j khjpupapy;> Efu;Nthu; (gadhsu;fs;) tof;fkhf

ngWkjpkpf;f cs;slf;fq;fisf; nfhz;l ,izaj;jpd;

mZiff;fhd xU fl;lzj;ij nrYj;Jtu;.

cjhuzkhf> epjprhu; jfty;fis tpw;gid nra;Ak;

epWtdq;fs; kw;Wk; ,iza topapyhd nra;jp

gj;jpupiffspy; kw;Wk; tpNrl rQ;rpiffs; Mfpatw;iw

Fwpg;gplyhk;.

epWtdnkhd;W ,yj;jpudpay; tu;j;jf tzpfj;ij cUthf;FtJ njhlu;ghf

ve;j khjpupiag; gad;gLj;jpdhy; ngWkjp cUthf;fk; fhzg;gLk; vd;gjid

ftdj;jpy; nfhs;Sjy; gad;kpf;fjhf mikAk;.

Draft Version


CA Sri Lanka 139

,yj;jpudpay; tu;j;jfj; njhopw;ghL xd;wpid Muk;gpj;jy;: fUj;jpw; nfhs;s Ntz;ba gpur;rpidfs;

,yj;jpudpay; tu;j;jfj;ij Muk;gpj;jy;: fUj;jpw; nfhs;s Ntz;bait

ngWkjp Kd;nkhopT ,yj;jpudpay; tu;j;jf xOq;fikg;Gf;fs;

thbf;ifahsUf;fhd ngWkjpapid vt;thW

cUthf;Fk;?? tUkhdk;

tzpf eltbf;iffs; epWtdj;jpw;F vt;thW

tUkhdj;ij cioj;Jf; nfhs;Sk;? re;ij tha;g;G

epWtdk; jkJ re;ij kw;Wk; Jz;lkhf;fy;

Mfpatw;iwf; ftdj;jpy; vLj;Jf; nfhs;Sjy;

Ntz;Lk;. ,e;j re;ijapy; fhzg;gLk; tu;j;jf

uPjpahd tha;g;Gfs; vit? re;ijapd; rhj;jpakhd

msT vd;d? Nghl;b kpf;f R+oy;

,Nj Nghd;w tzpf khjpupapid re;ijapy;

Vw;fdNt vj;jid Nghl;bahsu;fs;

njhopw;gLj;Jfpd;whu;fs;? Nghl;b ed;ik

Nghl;bahsu;fshy; toq;f Kbahj vjid vkJ

epWtdj;jhy; toq;f KbAk;?

re;ij je;jpNuhghak;

epWtdk; vt;thW re;ijapy; Eiotjw;Fk;

thbf;ifahsu;fis ftu;e;J nfhs;tjw;Fk;

tpUk;GfpwJ? njhopw;ghLfspd;

xOq;fikg;G

Nritapid toq;Ftjw;fhd Ntiyfis

epWtdk; vt;thW xOq;fikj;Jf; nfhs;Sk;?

njhopw;ghl;L eltbf;iffspy; ve;j tifahd

khw;wq;fs; Vw;gLj;jg;gl Ntz;Lk;?

Kfhikj;Jtf; FO

njhopw;ghLfis Kfhik nra;tjw;fhd nghWg;G ahhplk; fhzg;gl Ntz;Lk;?

,izak; vt;thW B2C tzpfj;jpid khw;wpAs;sJ

,izakhdJ B2C tzpf njhopw;ghLfis mstpy; khw;wk; nra;J ,Uf;fpd;wJ

,izakhdJ B2C ,lj;jpNyNa khw;wq;fis Vw;gLj;jpAs;sJ

thbf;ifahsUld;

Neubahd njhlu;G

toq;Fdu;fs; my;yJ cw;gj;jpahsu;fs; Kjypa

tzpfq;fs; rpy;yiwf; filfs;> Nghf;Ftuj;J

Kftu;fs;> fhg;GWjpj; jufu;fs; kw;Wk; ghuk;gupa

tq;fpfs; Nghd;w ,ilepiyahstu;fSld;

njhlu;GglhJ Neubahf jkJ

thbf;ifahsu;fSld; njhlu;GgLtjw;F

,izak; toptFf;fpwJ. tzpfk; my;yJ

,ilepiyahsu;fis (rpy;yiw tpahghupfs;

kw;Wk; jufu;fs;) ePf;FtJ rhj;jpakhfpwJ.

fhg;GWjp ,jw;fhd xU cjhuzk; MFk;.

Draft Version


140 CA Sri Lanka

,izakhdJ B2C ,lj;jpNyNa khw;wq;fis Vw;gLj;jpAs;sJ

Efu;NthUf;fhd

trjp

ehspd; my;yJ thuj;jpd; ve;j xU ehspYk; my;yJ ve;j xU Neuj;jpYk; ve;jnthU ,lj;jpYk; ,Ue;J ,izak; %yk; Efh;Nthh; jkf;fhd nfhs;tdTfis Nkw;nfhs;s KbAk;.

,J Efu;NthuJ nfhs;tdT gof;ftof;fq;fspy; jhf;fk; nrYj;JfpwJ.

rpwpa epWtdq;fs;

ntw;wpailayhk;

,izak; G+Nfhs uPjpahf njhopw;gLfpd;w

NghJk;> mjd; ed;ikfs; ghupa epWtdq;fSf;F

(g+Nfhs) khj;jpuk; tiuaWf;fg;gl;L

fhzg;gltpy;iy. rpwpa epWtdq;fs; kpf

Ntfkhf G+Nfhs re;ijg; gug;gpy; Eiofpd;wd.

nka;epfu; tzpfq;fs;

nka;epfu; tzpfk; vd;gJ ngsjPf uPjpahd

gpurd;dj;ij vq;FNk nfhz;buhj epWtdq;fis

Fwpg;gpLk;. vspikahf ,izak; %yk; xUtUld;

xUtu; njhlu;Ggl;l jdp egu;fisf; Fwpf;fyhk;. rpy

re;ju;g;gq;fspy;> nka;epfu; epWtdkhdJ> cg

xg;ge;jjhuu; tiyaikg;G xd;wpid gad;gLj;jp

thbf;ifahsu;fSf;F Nritia toq;Ftjw;fhf

tPl;by; ,Ue;J Ntiy nra;Ak; xU jdp eguhfTk;

,Uf;fyhk;. Gjpa jfty;

rpf;fdq;fs;

,izaj;jpd; %yk;> ngUk;ghyhd jfty;fs;

,ytrkhf fpilf;fpd;wd. ,iza

mZifapidf; nfhz;Ls;stu;fs; cyfj;jpy;

cs;s nra;jpj;jhs;fs; kw;Wk; rQ;rpiffis

fl;lzk; nrYj;jhJ ghu;itapl KbAk;.

nfhLg;gdT VJk; Nkw;nfhs;shJ> ,ytrkhf

jfty;fis (rpy tifahd fzpdp

tpisahl;Lf;fs;) ngw;Wf; nfhs;tjw;fhd

vjpu;ghu;g;G thbf;ifahsu;fNs fhzg;gLfpwJ.

nfhLf;fy; thq;fypd; Ntfk;

nfhs;tdT eltbf;iffis rpy tpehbfspNyNa

g+h;j;jp nra;tjw;fhd rhj;jpaj;jpid ,izak;

toq;FfpwJ.

3.5 B2B ,yj;jpudpay; tzpfk; epWtdq;fs; Vida tzpfq;fSld; njhlu;ghliy Nkw;nfhs;tjw;fhfTk;

,izaj;jpid gad;gLj;Jjy; Ntz;Lk;. rpy tzpfq;fs; ,yj;jpud;

tu;j;jfj;jpd; tbtj;jpid ngw;Wf;nfhz;L> Mdhy; $Ljyhd jfty;

gupkhw;wj;ijAk; nra;fpd;wd> cjhuzkhf ,yj;jpudpay; juT gupkhw;wk;

my;yJ Gw ,izaj; njhlu;Gfs; %yk;.

B2B ,yj;jpudpay; tzpfj;jpd; tpUj;jp

Rayport kw;Wk; Jaworski Mfpa vOj;jhsu;fs; ,izaj;ij jskhff; nfhz;l

tzpfq;fspd; tsu;r;rpg; gbKiwf;fhd ehd;F fl;lq;fisf; nfhz;l

khjpupapid gupe;Jiu nra;jpUf;fpwhu;fs;. nghJthf> mjd; tzpfj;jpy; ,Ue;J

tzpfj;jpw;fhd eltbf;iffis Nkw;nfhs;Sk; NghJ ,e;j ehd;F fl;lq;fspd;

Clhf fle;J nry;fpd;wd vd mtu;fs; thjpLfpwhu;fs;.

Draft Version


CA Sri Lanka 141

B2B ,d; tpUj;jp fl;lq;fs;

1 ntspg;ghL- xspgug;G

Emission – Broadcast

epWtdk; jkJ Nrit ngWdh;fSf;fhf jfty;

tiyj;jsk; xd;wpid cUthf;Ftjd; %yk;

Muk;gpf;fpwJ.

2 ,ilj;njhlu;G Interaction

kpd;dQ;ry;fs;> thbf;ifahsu; juT Nrfupj;jy;

kw;Wk; gpd;D}l;lk; Kjypa thbf;ifahsh;

njhlu;ghlYf;fhf ,izaj;ijg; gad;gLj;jy;.

3 nfhLf;fy; thq;fy;

Transaction

,izatop fl;lisaply; Kiwik Kjypa

thbf;ifahsu;fSldhd nfhLf;fy;

thq;fy;fis Kfhik nra;tjw;Fk; MjuT

mspg;gjw;Fkhf ,izaj;jpid gad;gLj;Jjy;.

4 xUq;fpizT Collaboration

epWtdk; kw;Wk; mjd; tu;j;jf gq;fhsu;fspdhy;

mZif nra;ag;glf;$ba kw;Wk; gad;gLj;jf;

$ba epWtdq;fSf;F ,ilapyhd Nritfis

toq;Ftjw;fhf ,izaj;jpid gad;gLj;Jjy;.

3.6 B2B gpuNahfq;fs; B2B gpuNahfq;;fSf;fhd ,yj;jpudpay; tzpf cjhuzq;fs; gpd;tUkhW:

B2B gpuNahfq;fs;

toq;fy; rq;fpyp

Kfhikj;Jtk;

Supply chain management

Kiwikfis ,izj;J jfty;fisg; gwpkhWtJ

%yk; epWtdq;fs; kpf ,yFthf jkJ toq;Fdu;fs;

kw;Wk; thbf;ifahsu;fSld; njhlh;ghly;fis

Nkw;nfhs;sf; $bajhf cs;sJ. rpwe;j jfty;fspd;

gad;ghL toq;fy; rq;fpypj; njhopw;ghLfis NkYk;

tpidj;jpwd; kpf;fjhf;Fk;. cjhuzkhf> fl;lis

ml;ltizg;gLj;jy; kw;Wk; mNjNeu nfhs;tdT

Mfpad jfty;fisg; gupkhwpf; nfhs;tjw;fhf

toq;Fdh;fs; kw;Wk; thbf;ifahsu;fis Kiwik

xd;wpd; %yk; ,izj;Jf; nfhz;bUf;Fk;NghJ

eilKiwr; rhj;jpak; kpf;fjhFk;.

thbf;ifahsu;

cwTKiw

Kfhikj;Jtk; (CRM)

gpujhd thbf;ifahsu;fsJ cwTKiwia

Nkk;gLj;Jtjw;Fk; mtu;fSldhd Gupe;Jzu;it

mjpfupg;gjw;Fk; epWtdq;fs; jfty; ,izg;Gfis

gad;gLj;j KbAk;.

Gw toq;fy; Outsourcing

epWtdq;fs; ,izf;fg;gl;l fzpdp Kiwikfis

nfhz;bUf;Fk;NghJ jkJ rpy eltbf;iffis

ntspthup toq;Fdu;fSf;F Gw xg;ge;j toq;fy;

nra;tjw;F tpUg;gk; nfhz;bUf;ff;$Lk;.

,izf;fg;gl;l Kiwikfspd; %yk;> Gw toq;fy;

nra;ag;gl;l toq;Fdu;fsJ nraw;jpwid

fz;fhzpg;gJ ,yFthf ,Ug;gJld; njhopw;ghl;L

jfty;fis gupkhwpf;nfhs;tJ ,yFthFk;.

,yj;jpudpay; nfhs;tdT

E-procurement

fPNo ghu;f;fTk;

Draft Version


142 CA Sri Lanka

4.1 ,yj;jpudpay; nfhs;tdT ,yj;jpudpay; nfhs;tdT vd;gJ ,yj;jpudpay; topKiwapy; tzpfq;fs;

nghUl;fis nfhs;tdT nra;tij Fwpg;gpLtjw;fhf gad;gLj;jg;gLk; xU

nrhy; MFk;. cjhuzkhf> gpujhd toq;Fdu;fsplkpUe;J ,iza topapy;

,yj;jpudpay; juT gupkhw;w Kiwapidg; gad;gLj;jp nfhs;tdT nra;jy;.

khjpup njhopw;gLk; Kiw

nghJ tiy

Public web

jdpj;jdpahd nfhs;tdthsu;fs; jdpj;jdpahd

toq;Fdu;fis cyfstpy; gue;j tiy %yk;

njupT nra;J nfhs;tdtpy; <LgLtu;. ,q;F

nfhs;tdthsu; kw;Wk; toq;FdhpilNa

ve;jtpjkhd fl;likf;fg;gl;l cwTKiwfSk;

fhzg;gLtjpy;iy.

gupkhw;W

Exchange

toq;Fdu;fs; kw;Wk; nfhs;tdthsu;fs; xU

%d;whk; jug;G jpwe;j re;ijg; gug;gpd; Clhf

tpahghuj;jpy; <LgLthu;. mtu;fs; xUtUld; xUtu;

mbf;fb njhlh;Ggl;lhYk; mtu;fspilNa xU

fl;likf;fg;gl;l cwTKiw fhzg;gLtjpy;iy.

4 ,yj;jpudpay; tzpf khjpupfspd; %yf;$Wfs;

,yj;jpudpay; tzpf khjpupfspy;> gy;NtW %yf;$Wfs; fhzg;gLfpd;wd. ,it xt;nthd;WNk ntt;NtW gFjpfis gpujpepjpj;Jtg;gLj;Jk;. xU Kf;fpakhd Nehf;fpid toq;Ftjw;fhf> xU epiyj;jtifapyhd khjpup xd;iw cUthf;Ftjw;fhf ,it ahTk; vt;thW xd;wpizf;fg;gl Ntz;Lk; vd;gjid epWtdk; tpsq;fpf; nfhs;Sjy; mtrpakhdjhFk;.

Draft Version


CA Sri Lanka 143

khjpup njhopw;gLk; Kiw

toq;Fdu; ikag;gLj;jpa

Supplier centric

Kd;dNu Nguk;Ngrg;gl;l cw;gj;jp tPr;nry;iyapDs;

jkJ fzpdp Kiwik my;yJ ,izaj;

jsj;jpw;fhd mZifapid rpy nfhs;tdT

epWtdq;fSf;F toq;fp ,Ug;ghu;. nfhs;tdthsh;

kw;Wk; toq;Fdu; xU xg;ge;juPjpahd

cwTKiwapid nfhz;bUg;gu;.

nfhs;tdthsh;

ikag;gLj;jpa

Buyer centric

jdpj;jdpahd epWtdq;fs; gy toq;Fdu;fSld;

xg;ge;jq;fis nfhz;bUf;Fk;. nfhs;tdT nra;Ak;

epWtdq;fspilNa tpgug;gl;bay; kw;Wk;

fl;lisaply; Kiwik Mfpad guhkupf;fg;gLk;.

KiwikahdJ Kw;WKOjhf $l;Ltzpf epjpf;

fl;Lg;ghL kw;Wk; mwpf;ifaply; KiwikapDs;

xd;wpizf;fg;gl;bUf;Fk;.

re;ijg;gug;G B2B marketplace

xU RahjPdkhd %d;whk; jug;G Fwpj;j

vz;zpf;ifapyhd nfhs;tdthsu;fs; kw;Wk;

tpw;gidahsu; epWtdq;fSld; cld;gbf;if

Nkw;nfhs;Sk;. nfhs;tdthsu;fs; kw;Wk;

toq;Fdu;fs; re;ijg; gug;gpd; Clhf xUtUld;

xUtu; njhlu;G nfhs;tu;. ,uz;L jug;gpdUNk

re;ijapy; fhzg;gLk; cld;gbf;ifapdhy;

fl;Lg;gLj;jg;gLfpwhu;fs;.

ngau;ngw;w toq;Fdh;;fsplkpUe;J nfhs;tdT nra;Ak;NghJ nfhLf;fy;

thq;fyhdJ tof;fkhf xU ghJfhg;ghd tiyj;jsk; my;yJ

fzpdpKiwfSf;F ,ilapyhd Neubahd ,izg;Gf;fs; %yk; Nkw;nfhs;sg;

gLtJld; ,yj;jpudpay; nfhLggdT my;yJ ,yj;jpudpay; epjp khw;wy;

(electronic fund transfer) Mfpad gad;gLj;jg;gLk;.

,yj;jpudpay; nfhs;tdtpy; nfhs;tdTf; fl;lisfs;> nfhs;tdT

cWjpg;gLj;jy;fs;> tpepNahf mwpTWj;jy;fs;> nfhs;tdTg; gl;bay;fs; Kjypa

tu;j;jf Mtzq;fsJ ,yj;jpudpay; uPjpahd gupkhw;wj;jpid cs;slf;Fk;.

fzpdp KiwfSf;F ,ilapyhd ,izg;ghdJ Kfhikj;Jtj;jpd;

njhlu;ghly;fs;> tpiyNfhuy;fs;> tpdhf;fs; kw;Wk; tpilfs; kw;Wk; Kd;ida

tpiyaply; Mfpad njhlu;ghd jfty;fSf;F trjp mspf;fpwJ.

,yj;jpudpay; nfhs;tdT tiyj;jsq;fs;

tof;fkhf> ,yj;jpudpay; nfhs;tdT tiyj;jsq;fs; toq;FduhNyNa

njhopw;gLj;jg;gLfpd;wd. ,e;j tiyj;jsk; mjpfhukspf;fg;gl;l kw;Wk; gjpT

nra;ag;gl;l gadhsu;fis xU flTr;nrhy;iyg; gad;gLj;jp cs;Eioa

mDkjpf;Fk;. toq;Fdh; epWtdk; nfhs;tdthsu; cs;Eioe;jJk; milahsk;

fz;Lnfhz;L> mtu; tof;fkhf nfhs;tdT nra;Ak; nghUl;fspd; gl;baiy

mtUf;F fhl;lj; jf;fjhf tiyj;jsj;ij mikj;jpUf;Fk;. (,J nghUl;fis

NjLtjw;fhd Kaw;rp kw;Wk; Neuj;jpid Nrkpg;gJld;> ngau; kw;Wk; tpepNahf

tptuq;fs; Mfpatw;iw cs;sPL nra;tjid jtpu;f;fpwJ).

• mZFKiwapd; mbg;gilapy;> nfhs;tdthsu;fs; kw;Wk; tpw;gidahsu;fs;

tpiyfis Fwpg;gplyhk; my;yJ tpiyNfhuy;fis miof;fyhk;.

• nfhLf;fy;thq;fy; cUthf;fg;gl;L G+u;j;jp nra;ag;glyhk;.

• nfhs;tdT Nkw;nfhs;sg;gl;lJk;> epWtdk; toq;FdUf;F fhy uPjpahd

Draft Version


144 CA Sri Lanka

mbg;gilapy; nfhs;tdTg; gl;baypliy Nkw;nfhs;Sk;.

• njhlu;r;rpahd nfhs;tdTfs; mtu;fSf;F ghhpa msTfSf;fhd fopTfs;

kw;Wk; tpNrl toq;fy;fSf;F mDkjpaspf;Fk;.

,yj;jpudpay; nfhs;tdtpd; mD$yq;fs;

fpuak; Fiwf;fg;gLjy;

,J nrad;Kiw tpidj;jpwd;> nghUl;fs; Nritfspd; cz;ikahd fpuaj;jpyhd Fiwg;G kw;Wk; Fiwf;fg;gl;l nfhs;tdT KftuJ Nke;jiyfs; Mfpatw;iw cs;slf;fyhk;.

Fiwe;j ,Ug;G

kl;lq;fs;

Vida toq;Fdu;fs; mtrpakhd jfty;fis ngw;Wf; nfhs;tjw;F jLkhw;wk; milAk; NghJ cw;gj;jp vz;zpf;iffs;> Nfhug;gl;l tpiyfs; kw;Wk; njhlu;G Gs;spfs; Mfpatw;iw mwpe;J nfhs;Sjy; tzpfk; rpwg;ghd Kiwapy; nraw;ghl;il epiwNtw;wpf; nfhs;s cjTk;.

fl;Lg;ghL

,Ug;Gf;fis fl;Lg;gLj;Jtjw;fhd ,aYik kpfTk; gaDs;sjhf fhzg;gLk;.

gue;jsT

toq;Fdh;fspd;

njhpT

Nfhl;ghl;L uPjpahf> cynfq;Fk; gue;J fhzg;gLk; toq;Fdu;fsplkpUe;J tsq;fisg; ngw;Wf; nfhs;sf;$bajhf ,Ug;gjdhy; cs;ehl;L toq;Fdu;fis khj;jpuk; fUj;jpw;nfhz;L ngw;Wf; nfhs;sj;jf;f tpiyfspYk; ghh;f;f> rhj;jpakhf Fiwthd tpiyfspy; ngw;Wf; nfhs;s KbAk;.

Nkk;gl;l

cw;gj;jp

rf;fuq;fs;

,yj;jpudpay; topKiwapy; ngw;Wf;nfhs;Sk; nrad;Kiw ngUkstpy; tpiuthdjhf ,Ug;gJld;> mjpfupj;j Ntfk; kw;Wk; tpidj;jpwd; Mfpatw;Wf;F <LnfhLf;f Kbahj toq;fy; rq;fpypapd; Vida gFjpfs; mOj;jj;Jf;F cs;shtJ %yk; mj;jifa gFjpfspYk; Ntfk; mjpfupf;Fk;.

4.2 ,yj;jpudpay; tu;j;jfj;jpw;F MjuT mspg;gjw;fhd njhopy;El;g

gpuNahfq;fs; ngWkjp rq;fpyp gFg;gha;tpy; ,Ue;J kpfTk; tpidj;jpwd; my;yJ gaDWjp

kpf;fjhf fhzg;glf;$ba gFjpfis milahsk; fz;lJk;> jfty; Kiwik

jfty; njhopy;El;g je;jpNuhghakhdJ ,e;j eltbf;iffis vt;thW kpf

Fwpg;ghf Nghl;bkpf;f tifapy; Kf;fpakhd eltbf;iffis Nkk;;gLj;j KbAk;

vd;gjid jPu;khdpg;gjw;fhf gad;gLj;jg;gl KbAk;.

(a) jfty; njhopy;El;gj;jpd; gad;ghl;bd; %yk; NtWgl;l eltbf;iffSf;F

,ilapyhd ,izg;G Nkk;gLj;jg;gl KbAkh? cjhuzkhf> Jiz

eltbf;iffspy; ,Ue;J ngwg;gLk; jfty;fs; cupa fhy mbg;gilapy;

gpujhd eltbf;iffSf;F fpilf;fr; nra;ag;gl KbAk;.

(b) jfty; Kiwik jfty; njhopy;El;gkhdJ gpujhd eltbf;iffs; Clhd

jfty; gha;r;rypid Nkk;gLj;j KbAkh? cjhuzkhf> tpw;gid kw;Wk;

re;ijg;gLj;jy; eltbf;iffis njhopw;ghl;Lld; ,izg;gjd; %yk;

my;yJ ikag;gLj;jg;gl;l juTj;;jsk; xd;iw gad;gLj;jp cw;gj;jp

nra;ag;gLk; nghUl;fs; njhlu;ghd tpguq;fis tpw;gid kw;Wk;

re;ijg;gLj;jYf;F toq;ff;$ba Xu; ntspthup xOq;fikg;gpid

Vw;gLj;Jjy;.

(c) ntspthup epWtdq;fSld; gaDWjpkpf;f ,izg;Gf;fs; Vw;gLj;jg;gl

Draft Version


CA Sri Lanka 145

KbAkh? cjhuzkhf> ,yj;jpudpay; juTg; ghpkhw;wj;ijf; nfhz;L

cs;sf xOq;fikg;G Nkk;gLj;jg;gl KbAkh?

(d) jfty; Kiwik jfty; njhopy;El;gkhdJ eltbf;iffspd; fpusaj;ijf;

Fiwg;gjw;fhfg; gad;gLj;jggl KbAkh? cjhuzkhf> jd;dpaf;fkhf;fy;

my;yJ epiykhw;wy; my;yJ jw;NghJs;s jfty; njhopy;El;g fUtpfs;

kw;Wk; El;gq;fis gad;gLj;jp kPs;nghwpKiwahf;fk; nra;ag;gl KbAkh?

ngWkjpr; rq;fpypf;fhd mjpfupj;j khw;wq;fis Nkw;nfhs;tJld;>

njhopy;El;gkhdJ epWtdq;fs; rthy; kpf;f njhopy;El;gk; kw;Wk; cw;gj;jpfs;>

nrad;Kiwfs; kw;Wk; Nritg; Gj;jhf;fq;fs; Mfpatw;wpd; %yk; jkJ

njhopw;ghLfis epiykhw;wpf;nfhs;s cjTk;.

Draft Version


146 CA Sri Lanka

5 ,yj;jpudpay; th;j;jfk; kw;Wk; ,yj;jpudpay; tzpfj;jpd; gad;;fs; kw;Wk; tiuaiwfs;

5.1 ,yj;jpudpay; tu;j;jfj;jpd; mD$yq;fs; kw;Wk; gpujp$yq;fs; ghuk;gupa tzpfj;Jld; xg;gpLk;NghJ> ,yj;jpudpay; tu;j;jfkhdJ

ngUkstpyhd Gjpa Kfhikj;Jt kw;Wk; epWtdk;rhu; ed;ikfis

toq;FtJld;> gpur;rpidfisAk; nfhz;Ls;sJ.

mt;thwhd rpy ed;ikfs; gpd;tUtdtw;iw cs;slf;Fk;:

1 G+Nfhs uPjpahd tiuaiwfisj; jPu;j;jy; (Hero Images/Getty Images) 2 Njly; nghwp fl;Gyj; jd;ikapd; %yk; Gjpa thbf;ifahsu;fis

ngw;Wf;nfhs;Sjy;

3 fpuaq;fis Fiwj;jy;

4 cw;gj;jpfis kpftpiuthf miktplg;gLj;Jjy;

5 Nghf;Ftuj;Jf;fhd Neuk; kw;Wk; fpuaj;jpid ePf;Fjy;

6 xg;gPl;LuPjpahd nfhs;tdT mDgtj;jpid toq;Fjy;

7 xg;ge;jq;fs;> Nguk; Ngry;> fopTf; $g;gd;fs; kw;Wk; FOf; nfhs;tdT Mfpatw;Wf;F trjpaspj;jy;

8 ngUe;njhifahd jfty;fis toq;Fjy;

vt;thnwdpDk;> ed;ikfs; fhzg;gLtijg; Nghy mjw;F vjpuhf rpy

jPikfSk; fhzg;gLfpd;wd. ,yj;jpudpay; tu;j;jfkhdJ tof;fkhf kf;fs;-

ghJfhg;G> tiyj;njhopy;El;gk;> tbtikg;ghsu;fs;> re;ijg;gLj;jy; egu;fs;

,t;thwhd Nrh;f;ifffisf; nfhz;Ls;sjd; fhuzkhf Kfhik nra;tJ

fbdkhFk;. ,yj;jpudpay; tzpf eltbf;iffs; epGzj;Jtk; tha;e;j

Nkw;ghu;itahsu;fs; njhlu;GgLtjdhy; nrytpdk; mjpfupf;Fk;.

ghupastpyhd tsu;r;rp Vw;gl;l NghjpYk;> re;ij ,d;dKk; njsptw;wjhf

tiuaWf;fg;glhjjhf fhzg;gLfpwJ. ,iza vz;zpay; tzpfj;jpd; Kd;dzp

tzpfkhfpa kpfTk; mwpag;gl;l Amazon.com Nghd;w epWtdq;fs; kpf

mz;ikf; fhyj;jpy; khj;jpuNk ,yhgq;fis ciog;gjhf mwpf;ifapl;Ls;sd.

,yj;jpudpay; tzpfkhdJ Kw;WKOjhf Muk;gj;jpypUe;J Gjpjhf

tbtikf;fg;gl;l NghJ jtpu> nghUj;jg;gLk; Gjpa njhopy;El;gk; Vw;fdNt

cs;s tzpf KiwfSld; ,izf;fg;gl Ntz;Lk;. ,e;j re;ju;g;gj;jpy;

ePz;lfhy epfo;r;rpj; jpl;lkply; mtrpakhFk;. ,J njhlu;Ggl;l Kaw;rp kw;Wk;

fhyj;jpidf; Fiwthf kjpg;gpLjy; xU gutyhd jilapid cUthf;Fk;.

tiyj;jsj;jpd; ru;tNjr ,aYik vd;gJ nfhLf;fy; thq;fy;

Nkw;nfhs;sg;glTs;s midj;J ehLfspdJk; rl;lq;fisAk; fUj;jpw; nfhz;L

,Uj;jy; Ntz;Lk;. ,yj;jpudpay; tu;j;jfj;ij R+oTs;s rl;lk; njhlu;ghd

tplaq;fs; rpf;fyhditahfTk; cUthfpf; nfhz;L ,Ug;gitahfTk;

,Uf;fpd;wd.

,yj;jpudpay; tu;j;jfk; kw;Wk; ,yj;jpudpay; tzpfk; Mfpad rupahd Kiwapy;

eilKiwg;gLj;jg; gLk;NghJ tzpfj;jpw;F Kf;fpakhd ngWkjpapid cUthf;Fk;.

xU ntw;wpfukhd ,yj;jpudpay; tzpfj;jpd; %yk; gy ed;ikfs; Vw;gLfpd;wd>

Mdhy; mq;F FiwghLfSk; gpujp$yq;fSk; fhzg;gLfpd;wd.

Draft Version


CA Sri Lanka 147

5.2 ,izaj;jpd; RUf;fkhd Nehf;F ,izaj;Jld; ,ize;j tifapyhd “ngUk; Nghf;Ffs;" vdg;gLk;

elj;ijfis tpku;rfu;fs; Fwpj;Jf; fhl;Lfpd;whu;fs;. ,it tzpfj;jpd;

Kfg;gpid khw;Wfpd;wd:

(a) Gjpa tpepNahf topKiwfs;> tpw;gid kw;Wk; gz;lf;Fwp (brand) Kfhikapid Gul;rpfukhd khw;wj;Jf;F cl;gLj;Jfpd;wd. ,J njhlu;ghf>

,yj;jpudpay; tu;j;jfkhdJ njhopw;JiwapYs;s Nghl;bahsu;fspilNa

Nghl;bapid mjpfupf;fpwJ vd gupe;Jiuf;f KbAk;.

(b) Efu;Nthu; Nehf;fpa njhlu;r;rpahd tY efu;T. cjhuzkhf> NtWgl;l

,izatop rpy;yiw tpahghupfSf;F ,ilapyhd tpiyfis Neubahf

xg;gplf;$ba jd;ik mjpfupj;J nry;tjd; fhuzkhf> thbf;ifahsu;fsJ

Nguk;NgRk; gyk; mjpfupf;fpwJ.

(c) gpuhe;jpa uPjpahd> ru;tNjr uPjpahd kw;Wk; G+Nfhs uPjpahd Nghl;b

mjpfupg;G. njhopw;JiwapDs; Eiotjw;fhd rpy jilfis ,izak;

ePf;FfpwJ. cjhuzkhf> tzpfj;jpd; ,izatopapy; cUthf;Ftjd;

%yk;> thlif kw;Wk; njhlu;Ggl;l tupfs; Nghd;w Nke;jiyr;

nrytpdq;fis vjpu;nfhs;s Ntz;ba Njit ,dpNkYk; ,y;iy.

(d) mjpfupj;j jd;dpaf;fkhf;fy;> tzpff; nfhLf;fy;thq;fy;fs; kw;Wk;

Ntiyg;gha;Tfs; Mfpatw;Wld; ,ize;j tifapy; tzpfj;jpd;

nraw;ghl;L Ntfk; mjpfupj;J nry;fpwJ.

(e) rhjhuz tzpfq;fspy; ,Ue;J “tp];jupf;fg;gl;l njhopy; Kaw;rpfshf"

epiykhWk; jd;ik tzpfj;jpd; nka;epfu; FOf;fs;> thbf;ifahsu;fs;

kw;Wk; toq;Fdu;" MfpNahUld; ,ize;j topapy; Ntiy nra;jy;.

(f) miktplj;jpd; Kf;fpaj;Jtk; Fiwf;fg;gLjy;. ,izaj; njhlu;Gfspd;

fbdj;jd;ik fhuzkhf tzpfj;jpd; egu;fs; vq;F Ntiy nra;fpwhu;fs;

vd;Dk; miktplj;jpd; Kf;fpaj; jd;ik Fiwf;fg;gLfpwJ.

(g) epWtdq;fs;> mtw;wpd; gq;fhspfs; kw;Wk; Nghl;bahsu;fs; jkf;fhf

khj;jpuk; ngWkjpia Nru;g;gjhf kl;Lkd;wp gue;Jgl;l mstpy; Rw;Wr;R+oy;

kw;Wk; r%fj;jpw;F ngWkjp Nrh;g;gjw;fhd kPsha;T.

(h) “mwpT" xU je;jpNuhgha tskhf Vw;Wf; nfhs;sg;gLjy;.

5.3 jPh;khdk; Nkw;nfhs;sypy; njhopy;El;gk; vt;thW fzf;fpay;

kw;Wk; epjpj; njhopy;rhh; egh;fshy; gad;gLj;j;g;gl KbAk;? fzf;fhsu;fs; kw;Wk; epjpj;njhopy;rhh;egu;fs; ,yj;jpudpay; tzpfj;jpd;

epWtdq;fs; kPjhd jhf;fk; njhlu;ghf tpopg;Gzu;Tld; ,Ug;gJld; NtWgl;l

khjpupfspd; gad;ghlhdJ jPu;khdk; Nkw;nfhs;sypy; vt;thW jhf;fj;ij

Vw;gLj;JfpwJ vd;gij Gupe;J nfhs;Sjy; Ntz;Lk;. cjhuzkhf>

Kw;WKOjhf xUq;fpizf;fg;gl;l khjpupahdJ fzf;fhsu;fs; tpw;gid kw;Wk;

nfhs;tdT cs;slq;fyhd midj;J nrad;KiwfSlDk; njhlu;Ggl;l

mNjNeu jfty; %yhjhuq;fSf;fhd mZifapidf; nfhz;bUg;gu;. vdpDk;>

Fiwe;j mstpy; xUq;fpizf;fg;gl;l khjpupfs; gFg;gha;tpw;fhff; Fiwe;jsT

juTfisNa toq;FtJld; xU KidapypUe;J kw;nwhU Kidf;fhd

nrad;Kiwfspy; ,ilntspfis Vw;gLj;JfpwJ. cjhuzkhf> epjpapay;

KiwikAld; mNjNeu xUq;fpizj;j njhlu;gpid nfhz;buhj thbf;ifahsu;

nfhLg;gdT Kiwik.

Draft Version


148 CA Sri Lanka

CHAP

TER

ROU

ND

UP

,yj;jpudpay; tzpfk; vd;gJ midj;J tifahd tzpf nrad;KiwfisAk;

,yj;jpud; topKiwfspy; jd;dpaf;fkhFk; nrad;Kiwapidf; Fwpg;gpLk;. ,J

kpd;dQ;rYf;F khj;jpuk; kl;Lg;gLj;jg;gl;ljhfNth my;yJ KOikahd

,ay;Gfs; toq;fg;gl;l tiyj;jsk; my;yJ ,yj;jpudpay; re;ijg; gug;gpidf;

Fwpg;gplyhk;. epjprhu; nfhLf;fy;thq;fypid cs;slf;fpa ,yj;jpud;

tzpfkhdJ ,yj;jpudpay; tu;j;jfk; vd miof;fg;gLk;.

epWtdnkhd;W jkJ njhopw;ghLfSf;F MjuT toq;Ftjw;fhf ,yj;jpudpay;

nrad;Kiwfs; kw;Wk; ,izaj; njhopy;El;gj;ijg; gad;gLj;jpdhy; mJ

,yj;jpudpay; tzpfk; MFk;. mq;F xU epjprhu; nfhLf;fy; thq;fy;

njhlu;Ggl;lhy; khj;jpuNk mJ ,yj;jpudpay; tu;j;jfk; MFk;.

,yj;jpudpay; tu;j;jf khjpupfs; gy;NtW tbtq;fisf; nfhz;bUf;Fk;.

,yj;jpudpay; tu;j;jfj;jpw;F efu;tjw;F tpUk;Gk; tzpfq;fs; mit gad;gLj;j

tpUk;Gk; khjpup> mtu;fs; ,yf;F itf;Fk; re;ij> ,yhgj;Jf;fhd rhj;jpak;

kw;Wk; Nghl;bed;ik fhzg;gLfpwjh Kjypa tplaq;fis fUj;jpy; nfhs;tJ

ntw;wp tha;g;Gfis cWjpg;gLj;Jk;.

,yj;jpudpay; tzpf khjpupfspy;> gy;NtW %yf;$Wfs; fhzg;gLfpd;wd. ,it

xt;nthd;WNk ntt;NtW gFjpfis gpujpepjpj;Jtg;gLj;Jk;. xU Kf;fpakhd

Nehf;fpid toq;Ftjw;fhf> xU epiyj;jtifapyhd khjpup xd;iw

cUthf;Ftjw;fhf ,it ahTk; vt;thW xd;wpizf;fg;gl Ntz;Lk; vd;gjid

epWtdk; tpsq;fpf; nfhs;Sjy; mtrpakhdjhFk;.

,yj;jpudpay; nfhs;tdT vd;gJ ,yj;jpudpay; topKiwfspy; nghUl;fis

nfhs;tdT nra;tij Fwpg;gpLtJ MFk;. cjhuzkhf> gpujhd

toq;Fdu;fsplkpUe;J ,yj;jpud; gupkhw;wk; %ykhf my;yJ ,izaj;jsk;

%ykhf nfhs;tdT nra;jy;.

,yj;jpudpay; tu;j;jfk; kw;Wk; ,yj;jpudpay; tzpfk; Mfpad rupahd Kiwapy;

eilKiwg;gLj;jg;gLk; NghJ tzpfj;Jf;F ngUksT ngWkjpfis Vw;gLj;Jk;.

ntw;wpfukhd ,yj;jpudpay; tzpfk; gy;NtW ed;ikfis nfhz;Ls;sJld;>

rpy tifahd FiwghLfs; kw;Wk; tiuaiwfisAk; nfhz;Ls;sJ.

mj;jpahar; RUf;fk;

Draft Version


CA Sri Lanka 149

PRO

GRES

S TE

ST

PRO

GRES

S TE

ST

1 ,uz;L tifahd ,yj;jpudpay; th;j;jfq;fis ngaupLf

1 ,yj;jpudpay; tu;j;jfj; je;jpNuhghaj;jpy; vj;jid kl;lq;fs; fhzg;gLfpd;wd?

2 nka;epfu; epWtdk; vd;why; vd;d?

3 je;jpNuhgha njupT xd;iw Nkw;nfhs;Sk;NghJ fUj;jpw; nfhs;sg;gl Ntz;ba

%d;W %yg; gpukhzq;fs; vit?

4 $Ljyhd ngWkjp Nru;f;fg;gl;l cs;slf;fq;fisf; nfhz;l

,izajsj;jpw;fhd mZiff;fhf Efu;Nthu; gzj;ij nrYj;Jk; tzpfj;jpy;

,Ue;J Efu;NthUf;fhd (B2C) ,yj;jpudpay; tu;j;jf Kiwik vt;thW

miof;fg;gLk;?

Kd;Ndw;wg; ghPl;ir

Draft Version


150 CA Sri Lanka

ANSW

ERS

TO P

ROGR

ESS

TEST

1 B2B, B2C, C2B, C2B

2 %d;W

3 nka;epfu; epWtdk; vd;gJ cw;gj;jp nrad;Kiwfis epiwNtw;Wtjw;fhf ,izf;fgl;l G+Nfhs uPjpahf gue;JthOk; jdpegu;fs;> FOf;fs;> epWtd myFfs; (,it xNu epWtdj;jpd; myFfshf fhzg;gl Ntz;ba mtrpak; ,y;iy) my;yJ xl;Lnkhj;j epWtdq;fs; Mfpatw;wpd; jw;fhypfkhd my;yJ epue;jukhd Nrh;f;if MFk;.

4 nghUj;jkhd jd;ik> rhj;jpakhd jd;ik Vw;Wf;nfhs;sj;jf;f jd;ik

5 re;jhjhuh; khjpup

Kd;Ndw;wg; ghPl;irf;fhd tpilfs;

Draft Version

,yj;jpudpay; tzpfr; #oy;

mwpKfk; ,yj;jpudpay; tzpfr; R+oypid tpsq;fpf; nfhs;tjw;fhf> mtw;wpd;

Nghf;Ffs; kw;Wk; mtw;wpdhy; tzpfj;jpd; kPJ Vw;gLk; jhf;fk;

Mfpait njhlu;ghf tpopg;Gzu;tpid nfhz;bUj;jy; mtrpakhFk;.

Gjpa Nghf;Ffs; cUthfp mjdhy;> epWtdk; fl;Gyj; jd;ikapid

nfhz;bUg;gJld; mjd; %yk; Vw;glf;$ba ed;ikfis epWtdk;

czuf;$bajhf fhzg;gLk;.

,yj;jpudpay; re;ij njhopw;ghLfis> mtw;wpd; Fztpay;Gfs;

kw;Wk; ,yj;jpudpay; tzpfj;ij gad;gLj;Jk; vz;zpay;

thbf;ifahsu; epWtdj;ij rpwe;j tifapy; Kfhik nra;tjw;Fk;

tpahf;fpahdk; nra;tjw;Fk; vz;zpay; ntspj; jsj;jpy; cjtp

kpf;fjhf ,Uf;Fk; vd;gjid tpsq;fpf; nfhs;Sjy; Ntz;Lk;.

mwpTf; $W

C tzpf je;jpNuhghak; kw;Wk; njhopy;El;gj;jpw;fhd mwpKfk; 3.2 ,yj;jpudpay; tzpfr; #oy; 3.2.1 21Mk; E}w;whz;by; tzpf R+oypd; Nghf;Ffs; kw;Wk; mit

tzpfj;jpd; kPJ nfhz;bUf;Fk; jhf;fq;fis tpsf;Fjy;

3.2.2 ,yj;jpudpay; re;ijg; gug;;gpd; tiffs;> njhopw;ghLfs; kw;Wk;

Fztpay;Gfis milahsk; fhZjy;

3.2.3 thbf;ifahsuJ ,izatop elj;ij kw;Wk; njhopy;El;g

gpd;gw;Wif elj;ij ntspg;ghL Mfpatw;iw fye;JiuahLjy;

3.2.4 vz;zpayhf;fk; nra;ag;gl;l thbf;ifahsuJ Ratpguj;ij

tpsf;Fjy;

3.2.5 ghuk;gupa thbf;ifahsu;fs; gpuj;jpNaf elj;ijf; Fwpfhl;bfis

milahsk; fhZjy;.

149

mj;jpahak;

Draft Version

BL8 | mj;jpahak; 7: ,yj;jpudpay; tzpfr; #oy;

150 CA Sri Lanka

tzpfj;jpd; Nghf;Ffs; r%f> murpay; kw;Wk; nghUshjhu khw;wq;fspdhy;

kw;Wk; r%fj;jpd; Nkk;ghLfspdhy; Vw;gLfpd;wJ. mj;jifa Nghf;Ffs;

tzpfk; tsu;r;rp mila kw;Wk; tpUj;jpailAk; tpjj;jpy; nry;thf;F

nrYj;Jfpd;wd.

1 21 Mk; E}w;whz;by; tzpfr; R+oypd; Nghf;Ffs;

1.1 cs;sf kw;Wk; ntspthhp #oy; epWtdk; njhopw;gLk; R+oy; epWtdq;fspd; njhopw;ghLfs; kPJ kw;Wk;

mtw;wpd; ePbj;J epiyf;ff;$ba kw;Wk; tsu;r;rpf;fhd ,aYikffspy;

jhf;fj;ij Vw;gLj;Jfpd;wd. je;jpNuhghaj; jPu;khdk; Nkw;nfhs;gtu;fs; kw;Wk;

jpl;lkplyhsu;fs; ,tw;wpd; rhj;jpakhd jhf;fq;fis ftdj;jpy; vLj;Jf;

nfhs;tjd; %yk; eilKiw rhj;jpakhd kw;Wk; milag;glj;jf;f

jpl;lq;fis cUthf;fpf;nfhs;s KbAk;. cs;sf R+oy; vd;gJ epWtdj;jpd;

eltbf;iffs; kPJ nry;thf;Fr; nrYj;jf;$ba epWtdj;jpDs;

fhzg;glf;$ba fhuzpfs;> jug;gpdu; kw;Wk; rf;jpfis cs;slf;Fk;

(cjhuzkhf> Copau;fs; kw;Wk; epWtd fyhr;rhuk;).

ntspthhp R+oy; vd;gJ epWtdj;jpw;F tha;g;Gf;fs; kw;Wk; mr;RWj;jy;fis

Vw;gLj;Jk; R+oy; fhuzpfis cs;slf;fpapUf;Fk;> mjidg; gFg;gha;T

nra;tjd; %ykhf epWtdq;fs; tha;g;Gfspy; ,Ue;J fpilf;ff;$ba

ed;ikfis mjpfupj;Jf; nfhs;tJld; mr;RWj;jy;fis vjpu;nfhs;tjdhy;

Vw;gLk; jPikfis Fiwj;Jf; nfhs;s KbAk;.

epWtdk; ru;tNjr uPjpahd my;yJ G+Nfhs uPjpahd njhopw;ghLfis

Nkw;nfhs;Sk; NghJ> NtWgl;l gpuhe;jpaq;fs; kw;Wk; ehLfspy; epWtdq;fs;

vjpu;nfhs;sj;jf;f R+oy; epiyikfs; NtWgl;litahf fhzg;gLk; vd;gjid

tpsq;fpf; nfhs;Sjy; mtrpakhdjhFk;.

epWtdk; vjph;nfhs;Sk; R+oyhdJ epWtdj;jpd; vy;iyfSf;F mg;ghw;gl;l

midj;ijAk; cs;slf;FtJld;> ,it gpd;tUk; tiuglj;jpd; %yk;

RUf;fkhf Fwpg;gplg;gl KbAk;:

mj;jpaha cs;slf;fq;fs;

1 21 Mk; E}w;whz;by; tzpfr; R+oypd; Nghf;Ffs; 2 ,yj;jpudpay; re;ijg; gug;gpd; tiffs;> njhopw;ghLfs;

kw;Wk; Fztpay;Gfs; 3 Vyq;fs;> EioT jsq;fs; Kjypad

4 Efu;NthuJ ,izatop elj;ij kw;Wk; njhopy;El;g gpd;gw;Wif

5 vz;zpay; thbf;ifahsh; Ratpgug;gLj;jy;

6 Efh;Nthh; elj;ijfs;

fw;wy; NgW

3.2.1 3.2.2 3.2.2 3.2.3 3.2.4 3.2.5

Draft Version


CA Sri Lanka 151

epWtdk; xd;wpd; #oy;

nghJr; R+oy; (my;yJ Nguz;l R+oy;) vd;gJ jdpj;jdpahd epWtdq;fspd;

kPJ khj;jpukd;wp> Vida Rw;Wr;R+oy; fhuzpfs; kPJk; jhf;fj;ij Vw;gLj;Jk;

murpay; rl;l> nghUshjhu> r%f fyhr;rhu kw;Wk; njhopy;El;g (PEST) fhuzpfis cs;slf;Fk;.

Ntiyr; R+oy; (my;yJ rpw;wpd R+oy;) vd;gJ epWtdk; mjd; njupT

nra;ag;gl;l re;ijfs;> thbf;ifahsu;fs;> Nghl;bahsu;fs;> tpepNahf];ju;fs;

kw;Wk; toq;Fdh;fs; njhlu;ghf nraw;gLk; jd;ikapy; jhf;fj;ij

Vw;gLj;jf;$ba Neubahd #ow; fhuzpfis Fwpg;gpLk;.

1.2 PEST gFg;gha;T

Nguz;lr; #oy; fhuzpfis Ma;T nra;tjw;fhf Kfhikj;Jtk; PEST fl;likg;gpid gFg;gha;T nra;J epWtdj;Jf;F fhzg;glf;$ba tha;g;Gf;fs;

kw;Wk; mr;RWj;jy;fis milahsk; fz;L nfhs;Sk;. PEST vd;Dk; RUf;ff;

FwpaPlhdJ murpay;> nghUshjhu> r%f fyhr;rhu kw;Wk; njhopy;El;g

fhuzpfis Fwpg;gpLtJld;> ,aw;ifr; R+oy;> $l;L tzpf r%f nghWg;G

kw;Wk; ePbj;jtho;Tj;jd;ik Mfpatw;Wf;fhd mjpfupj;j ftdk; mz;ikf;

fhyj;jpy; tsu;r;rp mile;J nry;tjd; fhuzkhf ,aw;if R+oy; fhuzpfis

Fwpg;gpLtjw;fhd "P" xd;W Nru;f;fg;gl;Ls;sJ. mNjNghy rl;lk; njhlu;ghd

fhuzpfs; (njhopy; rl;lk;> ghFghLfSf;F vjpuhd nfhs;iffs;> Efu;Nthu;

ghJfhg;G kw;Wk; Rfhjhuk; kw;Wk; ghJfhg;G njhlu;ghd rl;lq;fs; Kjypad)

jdpahdnjhU jiyaq;fj;jpd; fPo; RUf;f FwpaPl;by; cs;slf;fg;gLtjd;

fhuzkhf "L" ,d;Dk; FwpaPl;Lld; “PESTEL” tpUj;jp mile;jJ.

,Ug;gpDk;> ,e;j xNunahU tifg;gLj;jypd; fPo; midj;J R+oy; fhuzpfSk;

cs;slq;Fk; vd vjpu;ghu;f;f KbahJ. mjw;F gjpyhf> mit rpf;fyhd

Kiwapy; njhlu;GgLtJld; tpisTfisAk; Vw;gLj;Jk;.

Draft Version


152 CA Sri Lanka

cjhuzkhf murhq;f nfhs;ifahdJ> nghUspay; fhuzpfs; kPJk;

jhf;fj;ij Vw;gLj;Jk;.

murpay; rl;l fhuzpfs; - murpd; nfhs;iffs; Njrpa nghUshjhuj;jpd; kPJ

jhf;fk; nrYj;JtJld; tzpfj;ij nfhz;L elhj;Jtjw;fhd rupahd

fl;likg;G xd;iw cUthf;f Ntz;ba nghWg;G murhq;fj;ij rhUk;. mur

nfhs;iffs; gpd;tUtd njhlu;ghfTk; Kf;fpakhditahFk;:

• ngsjpf cl;fl;likg;G (Nghf;Ftuj;J> gue;j tPr;Rtiy mikg;Gfs;)

• r%f cl;fl;likg;G (fy;tp> eyd;Gup> rl;l mKyhf;fk;> rkkhd tha;g;Gfs;)

• tup

• tu;j;jf xOq;F tpjpfs;

ehl;bd; murpay; uPjpahd mikjp epiyik epWtdk; njhopw;gLk; Nguz;l

R+oy; fhuzpfs; kPJ jhf;fj;ij Vw;gLj;Jk;. cjhuzkhf> xU ehl;by;

murhq;fj;jpy; Vw;gLk; khw;wkhdJ me;j ehl;by; tzpfk; nra;tjh ,y;iyah

vd;gJ njhlu;ghd epWtdj;jpd; jPu;khdj;jpd; kPJ Kf;fpakhd jhf;fj;ij

Vw;gLj;Jk; fhuzp MFk;.

nghUspay; fhuzpfs; - tzpfk; gpd;tUtd cs;slq;fyhd Njrpa kw;Wk;

ru;tNjr nghUspay; fhuzpfshy; jhf;fkilAk;:

• gztPf;fk;

• tl;b tPjq;fs;

• ehza khw;W tpfpjq;fs;

• Ntiytha;g;gpd;ik kl;lq;fs;

• tzpf rf;fuq;fs; kl;Lk; Njrpa tUkhdj;jpd; Nghf;Ffs;

• ru;tNjr tu;j;jfk; (kw;Wk; nrd;kjp epYit)

r%f fhuzpfs; - Fbapay; fhuzpfs; (gpwg;G kw;Wk; ,wg;G tpfpjq;fs;> ruhrup

taJ kw;Wk; ,df;fl;likg;G Kjypad) kw;Wk; fyhr;rhu fhuzpfs;

re;ijapidg; Gupe;Jnfhs;tjw;Fk; re;ijg;gLj;jy; je;jpNuhghaj;jpid

cUthf;fpf; nfhs;sTk; Kf;fpakhditahFk;. ,it epWtdj;jpd; kdpjtsf;

nfhs;iffis cUthf;fpf; nfhs;tjw;Fk; mtrpakhditahFk;.

Vida Kf;fpa r%f fhuzpfs; gpd;tUtdtw;iwAk; cs;slf;Fk;:

• tUkhd gq;fPL

• fy;tp kl;lq;fs;

• Ntiy kw;Wk; Xa;T njhlu;ghd kdg;ghq;Ffs;

• Efu;T kw;Wk; tho;f;if ghzp njupTfs; njhlu;ghd kdg;ghq;F

njhopy;El;g fhuzpfs; - njhopy;El;g tpUj;jpfs; tzpfj;jpd; midj;J

gFjpfspYk; fpuaj;ij Fiwj;J> juj;jpid Nkk;gLj;jp Gj;jhf;fk; kw;Wk; Gjpa

Draft Version


CA Sri Lanka 153

nghUl;fspd; tpUj;jpf;F cjTtjd; %yk; jhf;fk; nrYj;JfpwJ. njhopy;El;g

tpUj;jpahdJ gpd;tUk; tpisTfisf; nfhz;Ltuyhk;:

• Gjpa nghUl;fs; kw;Wk; Nritfs;

• nghUl;fs; kw;Wk; Nritfis cw;gj;jp nra;Ak; my;yJ toq;Fk;

Kiwfs; (,jd; fhuzkhf epWtdj;jpd; nryT fl;likg;gpy; khw;wk;

Vw;glyhk;)

• tpw;gid topKiwfs; (,yj;jpudpay; tu;j;jfk; Kjypa) kw;Wk; Clf

njhlu;ghly; (cjhuzkhf ,izak; kw;Wk; r%f tiyj;jsk;)

• re;ijfis gFg;gha;T nra;tjw;fhd topfs; (juT mfo;tpw;F toptFf;Fk;

juTj;js Kiwikfs; Kjypad)

• njhopy;El;gj;ij gad;gLj;Jtjw;fhd epWtdj;jpd; fl;likg;Gfs;

(cjhuzkhf> toq;fy; rq;fpyp Clhd njhiy Ntiy kl;Lk; $Ljyhf

xUq;fpizg;G)

murhq;fj;jpd; Muha;r;rpfs; kPjhd nrytpdkl;lk; kw;Wk; Muha;r;rp njhlu;ghd

murhq;fj;jpd; kdg;ghq;F Mfpad ehl;by; Gjpa nghUl;fspd; tpUj;jp

kl;lj;jpd; kPJ jhf;fk; nrYj;Jk;.

xU ehl;by; my;yJ njhopy; Jiwapy; Gj;jhf;fj;jpid Cf;Ftpf;Fk;

mstpidj; jPu;khdpg;gjpy; njhopy;El;g fhuzpfs; Kf;fpa gq;fpid

tfpf;fpd;wd. kWGwkhf> njhopy;El;gkhdJ tha;g;Gfis toq;FfpwJ (Gjpa

nghUl;fs; kw;Wk; Nritfspd; cUthf;fj;jpd; Clhf). Mdhy; mJ

Vw;fdNt cs;s nghUl;fs; tof;nfhope;J Nghff;$ba xU mr;RWj;jiyAk;

Vw;gLj;JfpwJ.

Rw;Wr;R+oy; fhuzpfs; - ,J ,aw;ifr; R+oy;> $l;L tzpf r%f nghWg;G

kw;Wk; ePbj;j tho;T jd;ik Mfpatw;Wf;fhd r%fj;jpd; ftdj;ij

cs;slf;Fk;. Rw;Wr;R+oy; fhuzpfs; cs;Sh;> Njrpa kw;Wk; cyfshtpa

hPjpapy; njhopw;glf;$Lk; vd;gjid Vw;Wf; nfhs;Sjy; mtrpakhFk;. (,e;j

cyfshtpa hPjpapy; milahsk; fz;Lnfhs;Sjy; gy;Njrpa fk;gdpfSf;F

xt;nthU ehLfspy; fhzg;gLk; tha;g;Gf;fs; kw;Wk; mr;RWj;jy;fis kjpg;gPL

nra;tjw;F mtrpakhFk;).

epWtdnkhd;W mjd;kPJ jhf;fk; nrYj;jf;$ba Rw;Wr;R+oy; fhuzpfis

milahsk; fz;L nfhz;lTld;> mjd; jhf;fj;jpd; kl;lj;jpid nrhe;j

gpuhe;jpaj;jpy; khj;jpukh (cs;Shu;)> nrhe;j ehL KOtJkh (Njrpa) kw;Wk;

gy;NtW ehLfspilNa (g+Nfhs) cs;sjh vd fUj;jpw; nfhs;Sjy;

Ntz;Lk;. epWtdk; xd;wpd; kPJ ,f; fhuzpfs; ve;jsT jhf;fj;jpid

nrYj;Jk; vd milahsk; fz;L nfhs;tJ epWtdk; vjpu;nfhs;stpUf;Fk;

tha;g;Gf;fs; kw;Wk; mr;RWj;jy;fis Kd;DhpikgLj;Jtjw;fhd Kf;fpa

tplakhf fhzg;gLk;.

rl;lf; fhuzpfs; - njhopy; rl;lk;> ghFghl;Lf;F vjpuhd nfhs;iffs;>

Efu;Nthu; ghJfhg;G kw;Wk; ghJfhg;G kw;Wk; Rfhjhuk; njhlu;ghd rl;lq;fs;

Kjypad ,e;j rl;l fhuzpfspd; cs;slf;fg;glyhk;.

,jd; tpisthf LoNGPEST fl;likg;gpd; gFg;gha;T gpd;tUkhW xU

ml;ltiz %yk; Nkw;nfhs;sg;glyhk;:

Draft Version


154 CA Sri Lanka

G+Nfhs

Njrpa

cs;ehl;L

njhopEl;g

r%f

nghUshjhu murpay;

cjhuzkhf> njhopy;El;g fhuzpfs; cs;Shupy; my;yJ Njrpa uPjpahf r%f

fhuzpfs; nfhz;bUf;Fk; NghNj jhf;fj;jpid nfhz;bUf;ff;$Lk; vd

tpthjpf;f KbAk;. ,J njhlu;gpy;> cs;Shu; kw;Wk; Njrpa kl;lq;fs; xd;whf

fUj;jpw; nfhs;sg;gl;L ,Ue;jhYk;> njhopy;El;gf; fhuzpfs; ,e;j %d;W

kl;lq;fspYk; (cs;Shu;> Njrpa kw;Wk; G+Nfhs) jhf;fk; nrYj;Jk;

Kiwapid xd;whf fUjpf; nfhs;tJ mtrpakhFk;.

1.3 PEST gFg;gha;tpd; tiuaiwfs; PEST gFg;gha;thdJ epWtdq;fs; jkJ R+oiy tpsq;fpf; nfhs;tjw;F kw;Wk;

mtw;wpy; fhzg;gLk; tha;g;Gf;fs; kw;Wk; mr;RWj;jy;fis milahsk;

fz;Lnfhs;s cjtpdhYk;> mjidg; gad;gLj;Jtjpy; rpy tifahd

tiuaiwfs; fhzg;gLfpd;wd.

(a) ntspthhpf; fhuzpfspd; mbf;fb Ntfkhf khw;wkilAk; (cjhuzkhf>

njhopy;El;g tpUj;jpfs; fhuzkhf). me;jtifapy;> gFg;gha;tpy;

milahsk; fhzg;gl;l fhuzpfs; kpf tpiutpy; tof;nfhope;J

NghtJld;> ,it vjpu;fhy je;jpNuhgha jpl;lkply; njhlHgpy; Fiwe;j

msT ngWkjpiaNa nfhz;bUf;Fk;.

(b) khw;wPlhf> R+oy; fhuzpfshy; Vw;gLk; jhf;fq;fis gpujpgypf;Fk;

tifapy; epWtdnkhd;W gFg;gha;tpidj; njhlu;r;rpahf GJg;gpj;Jf;

nfhz;L te;jhy;> ,e;jg; gFg;gha;Tf;fhd Neuk; kw;Wk; fpuak; mjpfkhf

fhzg;gLk;.

(c) gFg;gha;tpd; tpisthdJ epWtdj;jpd; kPJ my;yJ nraw;jpl;lj;jpd; kPJ

jhf;fk; nrYj;jf;$ba R+oy; fhuzpfs; njhlu;ghd xU rpwpastpyhd

ml;ltizapy; cs;slf;fpa jfty;fs; MFk;. vdpDk;> mtw;wpd;

jhf;fk; kw;Wk; mit Vw;gLtjw;fhd epfo;jfT njhlu;gpy; ,e;jf;

fhuzpfs; Kd;Dupik gLj;jg;glhjtplj;J> epWtdk; vjpu;nfhs;Sk; R+oy;

fhuzpfis milahsk; fz;L nfhs;sTk; tha;g;Gf;fs; kw;Wk;

mr;RWj;jy;fis milahsk; fz;L nfhs;tjw;Fkhd gad;ghL

Fiwf;fg;gLk;.

(d) mNjNghy> epWtdj;jpd; kPJ jhf;fk; nrYj;jf;$ba midj;J

fhuzpfisAk; epWtdk; milahsk; fz;Lnfhs;Sk; vd;gjw;F

ve;jtpjkhd cj;juthjKk; ,y;iy. ,J mj;jpahak; 1 ,y; ehq;fs;

Fwpg;gpl;lJ Nghd;W> tiuaWf;fg;gl;l gFj;jwpT epiyikapd; kw;WnkhU

tbtkhFk;. je;jpNuhghaj; jpl;lkplyhsh;fs; jhk; mwpe;jpUf;Fk; R+oy;

fhuzpfis ftdj;jpy; vLj;Jf; nfhz;lhYk; $l> xU rpy fhuzpfs;

mtu;fSf;F njupahJNghtjw;Fk; tha;g;Gfs; cs;sJ.

Draft Version


CA Sri Lanka 155

(e) ,J njhlu;Ggl;l tplaj;jpy;> PEST gFg;gha;thdJ je;jpNuhghaj;

jpl;lkplYf;F cjTtjw;fhd gad;kpf;f jfty;fis

toq;ff;$bajhapDk;> epWtdk; ntw;wpfukhf Kd;ndLj;Jr;

nry;yf;$ba je;jpNuhghaj; njupthdJ epWtdj;jpw;F R+oy;

epiyikfspdhy; toq;fg;gLk; tha;g;Gf;fs; kw;Wk; mr;RWj;jy;fspy;

khj;jpuk; jq;fpapUf;fhJ> mjd; cs;sf tsq;fs;> jpwd;fs; kw;Wk;

,aYikfs; kPJk; jq;fpapUf;fpd;wJ.

PEST gFg;gha;tpd; tiuaiwfis epWtdq;fs; Vw;Wf; nfhz;bUg;gjdhy; rpy

epWtdq;fs; R+oiy tpsq;fpf; nfhs;tjw;fhd khw;W topKiwfis

Muk;gpj;J ,Uf;fpd;wd. ,j;jifa Kd;dwpTf;fhd Kiwfspy; xd;whf>

je;jpNuhgha Kfhikahsu;fs; vjpu;fhy R+oy; khw;wq;fis Kd;dwpe;J

mtw;wpd; rhj;jpakhd jhf;fq;fis gFg;gha;T nra;J mtw;iw gaDWjp

tha;e;j Kiwapy; gjpypWf;if nra;Ak; jpl;lq;fs; njhlu;ghd tplaq;fis

cs;slf;Fk;. NkYk;> vjpu;fhy R+oy; fhuzpfspd; khw;wq;fis

vjpu;T$Wtjw;fhd jdpnahU Kiwapy; jq;fp ,Uf;fhJ> mjw;fhd

KiwahdJ R+o;epiy jpl;lkply;> J}uNehf;F cUthf;fk; kw;Wk; nly;gp Kiw

Mfpait cs;slq;fyhd gy;NtW tPr;nry;iyapyhd El;gq;fis

nfhz;bUf;f Ntz;Lk;.

1.4 J}z;Ljy;fs; (Triggers) ntspthup R+oyhdJ tha;g;Gf;fs; kw;Wk; mr;RWj;jy;fSf;fhd %yhjhukhf

fhzg;gLfpwJ. ,j;jifa tha;g;Gfs; kw;Wk; mr;RWj;jy;fSf;Fg; gaDWjp

tha;e;j Kiwapy; gjpypWf;if toq;Ftjw;fhf> epWtdq;fs; mtw;wpd;

jw;Nghija cw;gj;jpfs;> re;ijfs; kw;Wk; nrad;Kiwfspy; khw;wq;fis

Vw;gLj;Jjy; Ntz;Lk;. ,e;j topapy;> R+oyhdJ khw;wj;jpw;fhd J}z;Ljyhf

njhopw;gl KbAk;.

khw;wj;jpw;fhd Jy;ypakhd J}z;LjyhdJ epWtdj;jpd; R+o;epiyfspy; kw;Wk;

mjd; njhopy;Jiwapy; jq;fpapUg;gJld;> gpd;tUk; fhuzpfSk; khw;wj;jpw;fhd

J}z;Ljyhf njhopw;gl KbAk;:

kiwKfkhd J}z;Ljy;fs;

(a) nghUshjhu rf;fuj;jpyhd khw;wq;fs; (cjhuzkhf> xU nghUshjhu

tPo;r;rp my;yJ ke;j epiyapy; ,Ue;J kPSk; epiyikapypUe;J

nghUshjhu tsu;r;rpia Nehf;fpa fhyfl;lk;> cs;ehl;L uPjpahf my;yJ

ru;tNjr uPjpahf)

(b) Gjpa rl;lq;fs; my;yJ thbf;ifahsu;fs; vjpu;ghu;g;Gfs; kw;Wk; Rit

khw;wq;fs;> thbf;ifahsu; mOj;jq;fSf;fhd Jyq;fy; (cjhuzkhf>

Nkhl;lhu;f;fhu; cw;gj;jpahsu;fs; thbf;ifahsu; Kiwg;ghLfs; kw;Wk;

fhgd; ntspaPL kw;Wk; R+oy; khrilT Mfpad fhuzkhf

Rw;Wr;R+oYf;F rpNdfkhd Nkhl;lhu; fhu;fspd; cw;gj;jpia Nehf;fp

efu;jy;).

(c) cw;gj;jp my;yJ nra;Kiw njhopy;El;gj;jpd; khw;wk; (cjhuzkhf>

Ntfkhd njhlu;ghly; kw;Wk; ,ir kw;Wk; jpiug;gl fspahl;l

Jiwapyhd vz;zpay; gupghilj; jutpwf;fk;)

(d) njhlh;ghly; Clfq;fspyhd khw;wk;> Fwpg;ghf ,yj;jpudpay; tzpfk;

kw;Wk; ,yj;jpudpay; tu;j;jfj;jpd; tsu;r;rp

Draft Version


156 CA Sri Lanka

Neubahd J}z;Ljy;fs;

(a) Gjpa Nghl;bahsu;fspd; re;ij tUif> my;yJ ,uz;L Nghl;bahsu;

,izT my;yJ ifafg;gLj;jy;.

(b) Nghl;bapd; kl;lk; my;yJ fbdj;jd;ikapyhd khw;wk;

(,yhgkPl;Ltjw;fhd my;yJ re;ijg; gq;if ghJfhg;gjw;fhd mtrpak;)

(c) toq;fy; rq;fpyp my;yJ tpepNahf tiyaikg;Gfspyhd khw;wq;fs;

nghJthf epWtdq;fs; kw;Wk; mtw;wpd; Kfhikahsu;fs; njhlu;r;rpahf

khw;wkilAk; NkYk; rpf;fyhf khWk; R+oy; epiyikfis vjpu;nfhs;tJ

khj;jpukd;wp ,e;j khWk; jd;ik kw;Wk; fbdj;jd;ik Mfpad Vw;gLj;Jk;

mOj;jq;fspw;Fk; Kfk; nfhLf;f Ntz;bapUf;Fk;.

epWtdq;fs; njhopw;gLk; re;ijfSf;F Vw;g njhopw;Jiwfs; kw;Wk;

cw;gj;jpfs; khw;wkila> epWtdq;fs; mtw;Wf;F Vw;w tifapy; khw;wq;fis

gpd;gw;Wjy; Ntz;Lk;. mj;jifa khw;wq;fs;> vg;NghJNk Fiwtile;J

nfhz;L nry;Yk; Neu ml;ltizfs; (Fiwe;J nry;Yk; tho;f;if

tl;lq;fspd; tpisthf) epWtdq;fs; Gj;jhf;fq;fis mwpKfg;gLj;Jtjw;fhd

NjitAld; ,ize;j tifapy;> xU epWtdk; ntw;wpfukhf ,Ug;gjw;F

mtrpakhd jpwd; Njitg;ghLfspd; kj;jpapy; khw;w Kfhikj;Jtj;jpid

Kd;dzpapy; nfhz;L nry;fpwJ.

khw;wj;ij J}z;Lk; fhuzpfs; Njrpa uPjpahditahfNth my;yJ ru;tNjr

uPjpahditahfNth fhzg;glyhk;. cjhuzkhf> INuhg;gpa gpuhe;jpaj;jpy;

midj;J ehLfSk; INuhg;gpa xd;wpakhf xd;wpize;J Ntiy Neuq;fs;>

Ntiy eilKiwfs; Mfpait njhlu;ghd tpjpKiwfis toq;fp

,Ug;gJld; me;jg; gpuhe;jpaj;jpy; njhopw;gLfpd;w ehLfspd; epWtdq;fs;

mit vjpu;nfhs;Sk; Ntiyr;R+oYf;fhd khw;wq;fSf;F Kfk; nfhLf;f

Ntz;bapUf;Fk;.

G+Nfhskakhjy;

Nghf;Ftuj;Jj; Njitfs;> jfty; kw;Wk; njhlu;ghly; nrytpdq;fs;

Mfpait Fiwf;fg;gl;L etPd ,yj;jpudpay; tzpf njhopy;El;gq;fs; kw;Wk;

njd;fpof;fhrpa gpuhe;jpaq;fspy; “Gyp" nghUshjhuq;fs; Kjypa tpahghu

xd;wpaq;fspd; Njhw;wk; Kjypad 1960 fspypUe;J cyf tu;j;jfj;jpw;fhd

G+Nfhstpay; khw;wkile;Js;sJ fhl;LfpwJ.

epWtdq;fs; (gpujhdkhf mgptpUj;jpaile;j Nkw;fj;ija ehLfspy;) Fiwe;j

nrytpy; Nghl;bj;jd;ik nfhz;l ehLfspy; ,Ue;J cUthd Nghl;b

epiyikfspd; tsu;r;rpf;F vt;thW <L nfhLf;f Ntz;Lk; vd;gJ njhlu;ghd

jpl;lq;fis itj;jpUf;fpd;wd.

ru;tNjr uPjpahd cw;gj;jpf;F khw;wkilAk; my;yJ xd;Wf;F Nkw;gl;l

ehLfspd; thbf;ifahsu;fSf;F nghUl;fis tpw;f tpUk;Gk; epWtdq;fSf;F>

G+Nfhskakhjy; tha;g;Gfis Vw;gLj;jp nfhLf;fpwJ. ,j;jifa khw;wq;fs;

epWtd toq;fy; rq;fpypia Kfhik nra;Ak; KiwapNy Kf;fpakhd

khw;wq;fis Vw;gLj;Jfpd;wd.

Draft Version


CA Sri Lanka 157

,aw;if R+oy;

r%fg; nghWg;G kw;Wk; ePbj;jtho;Tj; jd;ikf;fhd mjpfupj;j Kf;fpaj;Jtk;

epWtdq;fs; kPJ ,aw;ifr; R+oypd; nry;thf;fhdJ mjpfhpj;Jr; nry;tij

Fwpj;Jf; fhl;LfpwJ. ,aw;if tsq;fspd; moptpw;fhd rhj;jpakhf ,Uf;Fk;

epiyikfs;> fpuaq;fs; kw;Wk; Rw;Wr; R+oy; khrilTfspd; kl;lq;fs;>

fhyepiy khw;wk; kw;Wk; Gtp ntg;gkhjypd; mr;RWj;jy; Mfpad epWtdq;fs;

jkJ elj;ijfis tpiuthfTk; fhyk;flf;Fk; NghJk; khw;wpf; nfhs;s

Ntz;ba Njitapid fhl;Lfpd;wd.

epWtdq;fs; jw;NghJ mjpfupj;j tifapyhd Fbkf;fSf;F kpfTk; nghWg;G

tha;e;jtu;fshf ,Ug;gjid fhl;LtJld; kpftpiuthf khw;wq;fis

Vw;gLj;Jtjd; %yk; jkJ $l;L tzpf r%fg; nghWg;Gfis ntspg;gLj;jpf;

nfhs;fpd;wd.

khwptUk; Ntiyj;js fl;likg;Gf;fs;

tuyhw;W uPjpahf> ghuk;gupa epWtd fl;likg;Gfs; gpujhdkhf Copag;

gilapd; %yk; Copahplg;gl;L te;jpUf;fpd;wd.

vt;thnwdpDk;> jw;NghJ epWtdq;fs; Ntiyg;gil kw;Wk; ,ae;jpu

cgfuzq;fs; ,aw;ifahd epWtd fl;likg;G khw;wkile;J tUtJld;

(cjhuzkhf> tPl;by; ,Ue;J Ntiy nra;Ak; Copau;fs;) rpytifahd

NritfSf;fhf Copaj;ijg; Gwtoq;fy; nra;fpd;wd.

,e;j khw;wq;fSf;F ,ilapy;> r%f kw;Wk; Fbapay; khw;wq;fs;

Ntiyj;jsj;jpy; kPJ jhf;fk; nrYj;Jk;. cjhuzkhf> rkj;Jtkhd

tha;g;Gfs; njhlu;ghd rl;l jpl;lq;fSf;F epWtdk; vt;thW Ml;Nru;g;G

njhlu;ghd jPu;khdq;fspy; ghy; NtWghL kw;Wk; taJ NtWghL

Mfpatw;iwf; vLj;Jf;nfhs;Sk;.

Nkk;gl;l njhlu;ghly; njhopy;El;gq;fspd; njhlu;r;rpahd jhf;fk;

1980 Mz;LKjy;> cyfpYs;s ngUk;ghyhd mgptpUj;jpaile;j

nghUshjhuq;fs; ifj;njhopy; Gul;rpapd; %d;whk; miyfshd ePuhtp

,ae;jpuk; kw;Wk; cs;sf tYT+l;ly; ,ae;jpuk; Mfpatw;wpidj; njhlu;e;J

Mokhd khw;wj;ij Vw;gLj;Jk; %d;whtJ miyia cUthf;fp tUfpd;wd.

Nkk;gl;l njhlu;ghly; njhopy;El;gq;fs; Gjpa njhopw;Jiwfis

cUthf;fpAs;sJld; Gjpa nghUl;fs; kw;Wk; tho;f;if Kiwfs;

epWtdq;fis nka;epfu; epWtdq;fshf khw;wkilar; nra;J Kd;du;

epWtdq;fSf;Fs;Ns Nkw;nfhs;sg;gl;l Nritfs; jw;NghJ cyfk; KOtJk;

toq;fy; nra;ag;gl;L tUfpd;wd. Gjpa njhopy;El;gq;fs; Gjpa epWtdf;

fl;likg;Gfis cUthf;fpAs;sJld; epWtdq;fs; jdpegu;fs; kw;Wk;

thbf;ifahsu; FOf;fs; njhlu;ghd jfty;fis itj;jpUf;fpd;wd.

vt;thnwdpDk;> ,e;j Gjpa njhopy;El;gq;fs; jftypd; ,ufrpakhd jd;ik

kw;Wk; fz;fhzpg;G Mfpait njhlu;ghd gpur;ridfis Vw;gLj;jp

,Uf;fpd;wd.

Draft Version


158 CA Sri Lanka

ghuk;gupa re;ijg; gug;ghdJ njhlu;Ggl;l Fztpay;Gfs; kw;Wk;

njhopw;ghLfis nfhz;l ,yj;jpudpay; re;ijg;gug;gpdhy; gjpyPL

nra;ag;gl;Ls;sJ. ,yj;jpud; re;ijg;gug;ghdJ urpfu; kd;wq;fs; Kjy;

nka;epfh; kPs;tpw;gidahsu;fs; tiu gue;Jgl;L> ,it midj;JNk

Efu;NthUf;F jdpj;Jtkhd njhpTfs; kw;Wk; ed;ikfis toq;Ffpd;wd.

2 ,yj;jpudpay; re;ijg; gug;gpd; tiffs;> njhopw;ghLfs; kw;Wk; Fztpay;Gfs;

2.1 ,yj;jpudpay; re;ijg;gug;gpd; tiffs;> njhopw;ghLfs; kw;Wk;

Fztpay;Gfs; ,ilepiyahsu; ePf;fk; ,ilepiyahsu; ePf;fk; vd;gJ toq;fy; rq;fpypapNy Kd;du; epWtdj;ijAk;

thbf;ifahsupd; ,izf;Fk; jufuhf fhzg;gl;l ,ilepiyahsiu toq;fy;

rq;fpypUe;J ePf;Fk; Vw;ghL MFk; (Chaffey, 2007: p.45). Chaffey (2007) Fwpg;gpLtjd;gb> tpepNahf];ju;> nkhj;j tpahghup> jufu; my;yJ Kftu;

Kjypatu;fSld; ghuk;gupa tpepNahfr; rq;fpyp Kiwfs; Clhf tzpfk;

nra;tijtpl epWtdq;fs; jw;NghJ ,izatopapy; Neubahf

thbf;ifahsiuj; njhlu;G nfhs;s KbAk;. nly; fzdpfs; ,e;j njsptpid

gad;gLj;jp jkJ fPo;Nehf;fpa toq;fy; rq;fpypapy; (jkf;Fk;

thbf;ifahsu;fSf;Fk; ,ilapy;) ,ilepiyahsu;fis ePf;fpAs;sJ.

cjhuzq;fs;

Ra gpuRu ,izaj;jsq;fs; Clhf ePq;fs; Gj;jfq;fis mr;rpLk; NghJ

gpuRhpg;ghsu;fis ePq;fs; jtpu;j;Jf; nfhs;s KbAk;. R+jhl;lkhdJ jw;NghJ

,izatopj;jsq;fSf;F khw;wkiltjd; %yk; ge;jaq;fs; jdpegu;fSf;F

,ilNa Neubahf Nkw;nfhs;sg;gLtjdhy; ge;ja Kftu;fs; mtrpakw;Wg;

Nghfpd;whu;fs;. If;fpa ,uhr;rpaj;jpd;> gadhsu;fSf;F ,ytrkhd Fuy;

topahd njhiyj;njhlu;ghly; Kiwfshd ];ifg; Kjypatw;iw gad;gLj;j

mDkjpg;gjd; %yk; Fuy;top njhlu;ghlyhdJ Gul;rpf;F cl;gLj;jg;gLfpwJ.

eyd;Gup ,ilepiyahsu;fshfpa E}yfq;fs; KjypadTk; jw;NghJ Fwpg;Giu

Gj;jfq;fs; glk; gpbf;fg;gl;L $Fs; jsj;jpd; %yk; Vidatu;fSld;

gfpug;gLtjd; fhuzkhf ghjpg;Gf;F cl;gLfpd;wd.

cw;gj;jpahsu;fs; my;yJ nkhj;j tpahghupfsplkpUe;J toq;fy; tpiyapid

thbf;ifahsu;fs; mwpe;J itj;jpUg;gjd; fhuzkhf ,ilepiyahsu;

ePf;fkhdJ thbf;ifahsu;fshy; Nkw;nfhs;sg;glyhk;. khw;whf> jkJ

Gj;jfq;fis tpw;gid nra;Ak; vOj;jhsu; my;yJ cUthf;Fdu; Neubahf

thbf;ifahsUf;F tpw;gidia Nkw;nfhs;s KbAk;.

Draft Version


CA Sri Lanka 159

ghuk;gupa kw;Wk; ,yj;jpud; re;ijg; ngWkjpr; rq;fpypfs;

(Diagram: Traditional and e-market value chain)

kPs; ,ilepiyahsu; cUthf;fk;

Chaffey (2007) Fwpg;gpLtjd; gb Gjpa ,ilepiyahsu; cUthf;fk; vd;gJ

ghuk;gupa ,ilepiyahsu;fs; ePf;fg;gl;l ,lj;jpw;F Gjpa ,ilepiyahsu;

tfpghfq;fis cUthf;FtjhFk;. rpy re;ju;g;gq;fspy;> Gj;jf

,ilepiyahsu;fis mNkrhd; epWtdk; gjpyPL nra;jJ Nghy toq;fy;

rq;fpypapd; Gjpa %yf;$W xd;W Vw;fdNt ePf;fg;gl;l Clfj;ij gjpyPL

nra;Ak;. Vida re;ju;g;gq;fspy;> kPs ,ilepiyahsiu cUthf;Fk;

epWtdk; toq;fy; rq;fpypapd; gy %yf;$Wfis gjpyPL nra;Ak;. ,e;j Gjpa

,ilepiyahsu;fs; gpd;tUk; ,uz;by; VNjDk; xd;iw Nkw;nfhs;tu;:

(a) Gjpa Neubahd Kd;dh; thbf;ifahsu; cwT KiwapNy toq;fg;glhj

tifapyhd ngWkjp$l;ba Nritapid thbf;ifahsu;fSf;F

toq;Fjy;. cjhuzkhf> nfhs;tdT tpiy xg;gPL ,izajskhd

Kelkoo.

(b) tzpf nfhLf;fy; thq;fy;fSf;fhd kpfTk; gaDWjptha;e;j

topKiwfis thbf;ifahsu;fSf;F toq;Fjy;.

mjpfupj;JtUk; vz;zpf;ifapyhd ikaq;fs; (hubs)> EioT jsq;fs;

(portals)> jpul;bfs; (aggregators)> jPu;f;Fk; tPLfs; (clearing houses) kw;Wk; gupkhw;wq;fs; (exchanges) Kjypatw;wpdhy; fhuzkhf tzpfj;ij

Nkw;nfhs;tjw;fhd Kw;wpYk; Gjpa topKiwfs; cUthf;fg;gLfpd;wd. Chaffey (2007) Fwpg;gpLtjd; gb ,e;j epWtdq;fs; (my;yJ jdpegu;fs;) ,iza

tiyapdhy; toq;fg;gLk; tha;g;Gfis njspthf Vw;Wf;nfhs;sf;$ba

jpwikkpf;f tifapyhd ,izatopapy; Efu;Nthu; kw;Wk;

toq;Fdu;fs;fSf;F ngWkjp $l;ba Nritfis toq;Fk; “,izatop

,ilepiyahsu;fs;" my;yJ “jfty; ,ilepiyahsu;fs;" vdf; fhl;bf;

nfhs;fpd;wd.

Draft Version


160 CA Sri Lanka

vjph; ,ilepiyahsu; cUthf;fk;

Chaffey (2007) Fwpg;gpLtjd; gb> vjph; ,ilepiyahsuhf;fk; vd;gJ Vw;fdNt

cs;s ,ilepiyahsu;fSld; ,yj;jpudpay; tzpfk; Clhf

Nghl;bapLtjw;fhf ngau;ngw;w epWtdq;fshy; Gjpa ,ilepiyahsu;fs;

cUthf;fg;gLjyhFk;. Chaffey (2007) mtu;fsJ Fwpg;gpd;gb jkJ nrhe;j

,izzj;jpy; Rakhfr; nraw;gLj;Jk; tifg;gLj;Jk; (DIY) egu;fSf;F cjtp

Guptjw;fhf B&Q epWtdk; DIY ,id cUthf;fpf; nfhz;lJ. mj;Jld;

xg;NghNlh tiyj;jskhdJ xd;gJ INuhg;gpa tpkhdNrit epWtdq;fs;

,ize;J cUthf;fg;gl;ljhFk;.

cjhuzq;fs;

tpkhd Nrit epWtdq;fs;: ,izaj;jpd; jhf;fkhdJ Nghf;Ftuj;J

njhopw;Jiwapy; kpfj;njspthf fl;GydhfpwJ. tpkhd Nrit epWtdq;fs;

mtw;wpd; thbf;ifahsu;fs; tpkhdg;gjpT Kiwikf;F Neubahd

mZifapidf; nfhz;bUg;gjd; fhuzkhf jw;NghJ kpfTk; gaDWjp tha;e;j

tifapy; jkJ ,ilepiyahsu;fis (Nghf;Ftuj;J Kftu;fs;) jtpu;j;Jf;

nfhs;fpd;wd.

Nghf;Ftuj;J Kftu;fs;. Nghf;Ftuj;J Kftu;fs; xU gpujhd efug;gFjpapy;

jkJ mYtyfj;ij nraw;gLj;Jtjw;fhd ,aYikapd;ik fhuzkhf

jw;NghJ ,izatopapy; Nghf;Ftuj;J Kftu;fSf;fhd Fiwe;j fpuaj;jpyhd

trjpfs; cUthf;fg;gl;Ls;sd. mj;jifa epWtdq;fs; Fiwe;j fpupa

fl;likg;ig nfhz;L Fiwe;j tpiyapy; tpkhd rPl;Lfs;> Rw;Wyh gFjpfs;

kw;Wk; cy;yhr gpuahzq;fs; Mfpatw;iw toq;Ffpd;wd.

nl];Nfh epWtdk; ,izaj;jsj;jpy; 20 tUlq;fSf;F Nkyhf nraw;gl;L

te;jJld; ,d;W If;fpa uh[;[paj;jpd; ghupa ,izatop gyruf;F

tpahghukhff; fhzg;gLfpwJ. mJ ,izatopapy; gyruf;F tpw;gidf;F

Nkyhf> jkJ Neub re;ijg;gLj;jy; ,iza topKiwahf nl];Nfh Neub

Kiwikapid cUthf;fp mjd;%yk; kpd; cgfuzq;fs;> tPl;L jsghlq;fs;

kw;Wk; gyruf;F my;yhj nghUl;fisAk; tpw;gid nra;fpwJ. epjpapay; Nritfs;. ,izaj;jpd; jhf;fkhdJ epjpapay; Nritfs;

njhopw;Jiwapy; kpfTk; gue;jjhff; fhzg;gLfpwJ. Gjpa ,ilepiyahsu;fs;>

rhj;jpakhd thbf;ifahsu;fs; Xa;T+jpaj; jpl;lq;fs;> tPl;Lf; fld;fs;> kw;Wk;

Vida epjpapy; cw;gj;jpfSf;fhd tl;b tPjq;fs; kw;Wk; tpiyfis xg;gPL

nra;tjw;fhd ,ay;Gfis toq;Ffpd;wd. ,jd; fUj;jhdJ epjpapay;

Nritfis toq;Fk; epWtdq;fs; jkJ cw;gj;jpfSf;fhd re;ijg;

gLj;jYf;fhd fl;Lg;ghl;il ,og;gJld;> mq;F tpiyfs; njhlu;ghf xU fPo;

Nehf;fpa mOj;jk; fhzg;gLk;> kpff; Fwpg;ghf rl;luPjpahd Kiwapy; rhjhuz

nghUl;fshf fhzg;glf;$ba NritfSf;F (tPl;L kl;Lk; cs;slf;fq;fs;

njhlu;ghd fhg;GWjpfs;) ,J nghJthdjhf fhzg;gLk;.

tiffs;

mNkrhd; Kjypa ,izatop rpy;yiw tpahghupfs; (E-tailers) my;yJ

Efu;Nthu; nfhs;tdT tiyj;jsq;fs;. ,iza topapy; ,yFthf xU Gj;jf

epiyaj;jpid Muk;gpj;jjpypUe;J> mJ NtWgl;l nghUl;fs; kw;Wk;

Nritfspd; tiffis toq;FfpwJ. ,jw;F khw;whf> nl];Nfh epWtdk;

,izajs mbg;gilapyhd fl;lisfs; kw;Wk; tpepNahf Nritfis

Draft Version


CA Sri Lanka 161

toq;Fk; Xu; ,izak; ,y;yhj tzpfk; MFk;.

filj; njhFjpfs; (Malls) vd;gJ NtWgl;l ,izatop epWtdq;fs; kw;Wk;

Neub epWtdq;fspd; njhFg;Gfs; MFk;. filj; njhFjpfs; ,izatop

cl;fl;likg;Gf;fis toq;FtJld; mj;jifa nghUl;fis Neubahf ,Ug;G

itg;gNjh tpw;gJ ,y;iy (Chaffey, 2007).

<Ng Nghd;w Vy tiyj;jsq;fs; (Auction sites) ,iza topapyhd Vyq;fSf;F trjp mspf;fpd;wd.

gpuRhpg;Nghh; tiyj;jsq;fs; (Publisher websites) Efu;NthUf;fhd mf;fiw kpf;f cs;slf;fq;fis toq;Ftjd; %yk; ,izajs neupry;fis cUthf;Ffpd;wd.

nka;epfu; rpy;yiw tzpfu;fs; (Virtual resellers) vd;gJ Efu;NthUf;F

tpw;gid nra;tjw;fhf fhzg;gLk; ,ilepiyfs; MFk; (Chaffey, 2007). mtu;fs; gue;Jgl;l rpy;yiw tpahghupfs; gak; fhuzkhf ,d;dKk; rpy;yiw

tpahghupfs; jhq;fpapUe;J Neubahf Efu;NthUf;F tpw;fj; jaf;fk; nfhs;Sk;

cw;gj;jpahsu;fsplk; ,Ue;J Neubahf nghUl;fis nfhs;tdT

nra;af;$bajhf ,Uf;fpd;wJ.

,izaj;js gFg;gha;thsu; (Website evaluators) Efu;NthuJ ,lu;fis

Fiwf;fj; jf;fjhd rpy tifahd kjpg;gPLfis toq;Fk; jdpahdnjhU

tiyj;jsj;jpypUe;J cw;gj;jpahsu; tiyj;jsj;jpw;F Efu;Nthiu topelj;Jk;.

tpthj muq;Ffs;> urpfu; kd;wq;fs; kw;Wk; gadhsu; FOf;fs; Efu;Nthu;

cw;gj;jpahsu; gpd;D}l;lq;fis toq;Ftjw;Fk; re;ijg;gLj;jy;

Muha;r;rpfSf;F MjuT toq;Ftjw;Fk; xU Kf;fpakhd tfpghfj;ij

nfhz;bUf;fpd;wd.

epjprhu; ,ilepiyahsu;fs; (Financial intermediaries). ,e;j tifahd

,yj;jpudpay; tu;j;jf tbtkhf ,Ue;jhYk; nfhs;tdthsu; kw;Wk;

tpw;gidahsu;fsJ nfhLg;gdTfis Nkw;nfhs;sTk; rpytifahd

,ilepiyahsu;fs; mtrpakhfpd;wd (Chaffey, 2007).

2.2 khjphpfs; ,aYikapd; Kjph;Tj;jd;ikia kjpg;gPL nra;tjw;fhf gy;NtW fl;l

khjpupfs; gupe;Jiu nra;ag;gl;Ls;sd. mj;jifa khjpupfs; vjpu;fhy

tpUj;jpf;fhd topfhl;bfshfTk; gad;gLj;jg;gLk; KbAk;.

Draft Version


162 CA Sri Lanka

Rao et al (2003) mtu;fspdhy; gupe;Jiu nra;ag;gl;l khjpupahdJ ,yj;jpudpay;

tzpf cUthf;fj;jpd; Fztpay;Gfs; njhlu;ghf gpd;tUk; fl;lq;fis

gupe;Jiuf;fpwJ.

tsu;r;rpf;fl;l khjpupfshdit> epWtdk; fUj;jpw;nfhs;sNtz;ba

je;jpNuhghaq;fspy; nry;thf;F nrYj;Jk; Kf;fpakhd fhuzpfis rpwg;ghf

tpsq;fpf; nfhs;s toptFg;gJld; Kfhikj;Jtk; jkJ jpl;lkply; nra;Ak;

Kiwfis ntw;wpfukhf Kfhik nra;ag;gl cjtp mspf;Fk;. xU fl;lj;jpy;

,Ue;J kw;nwhU fl;lj;jpw;fhd Kfhikj;Jtj;jpd; Nfhl;ghLfs; NtWgLk;.

NtWgl;l njhopy;El;gq;fs; kl;Lk; epWtdj;jpd; NtWgl;l njhopw;ghl;Lg;

gug;Gfs; xt;nthU fl;lq;fspy; xNufhyj;jpy; NtWgl;Lf; fhzg;gLk;. MfNt>

,e;j NtWghLfSf;F Vw;wtifapy; ,e;j khjpupfs; NtWgl;l je;jpNuhgha

Nru;f;iffis nfhz;bUf;Fk;. ,e;jf; fl;lk; fl;lkhd mZFKiw ntt;NtW Nehf;fq;fSf;fhf gad;kpf;fjhf fhzg;gLk;.

(a) xU rpwpa my;yJ eLj;justpyhd ghupa Nghl;bahsu; xUtUldhd

xg;gPl;Lf;fhf gad;gLj;jg;glKbAk;> ,J ,ilntspfis milahsk;

fhl;b mtrpakhd je;jpNuhghak; eltbf;iffSf;F toptFf;Fk;.

(b) mLj;j fl;lj;Jf;F efu;tjw;F epWtdq;fs; czu;jpwd; kpf;fitahf

,Uf;fpd;wdth vd;gij jPu;khdpg;gjw;fhd xU topfhl;liy toq;FfpwJ.

(c) mJ ,yj;jpudpay; tu;j;jfj;Jldhd fle;jfhy. epfo;fhy kw;Wk;

vjpu;fhy njhlu;Gfis tpsf;FfpwJ.

(d) mLj;j fl;lk; mq;F Nehf;fpr; nraw;gLj;jg;gl Ntz;Lk; kw;Wk;

epWtdq;fs; jkJ ,yf;Ffs; kw;Wk; tsq;fs; njhlu;ghf

fUj;jpw;nfhs;s Ntz;ba tplaq;fs; njhlu;ghd topfhl;ly; kw;Wk;

fl;lisfis toq;Ftjw;F ,J gad;kpf;fjhf ,Uf;Fk;.

(e) epWtdj;jpd; ,yj;jpudpay; tzpf Kd;Ndw;ghLfis gFjpfshf

cilg;gjd; %yk; mtw;wpy; rpf;fy;jd;ikapid Fiwg;gJld;

B2B KO xUq;fpizT

,-tzpfk;

CRM kw;Wk; toq;fy; rq;fpyp Mfpatw;wpd; Kfhikf;fhf ,-tu;j;jf gad;ghL

ngWkjpr; rq;fpyp xUq;fpizg;G

cau;kl;l xUq;fpizg;G

B2B/B2C r%fq;fs;

,yj;jpudpay; re;ijg;gug;G

Vyq;fs;

%d;whk; jug;G re;ijg;gug;G

Fiwe;j kl;lj;jpyhd xUq;fpizg;G

,iza top epjprhu; CLnray;

Ratptuk;

,Utopj; njhlu;ghly;

kpd;dQ;ry;

fl;lis cUthf;fk;

,izaj; Jzpf;iffs;

(Cookies) ,izatop epjprhu; nfhLf;fy; thq;fy;fs;

cs;slf;fk;

tiyj;jsj;jpw;fhd rhsuk;

xUq;fpizg;G ,y;iy

kpd;dQ;ry;

epWtd

xOq;fpirT CLnray;

xUq;fpizg;G

EioTj;jsk;

Portals

gpurd;dk; Presence

fl;lk; 4 fl;lk; 3 fl;lk; 2 fl;lk; 1

Draft Version


CA Sri Lanka 163

,yj;jpudpay; tzpfj;jpidf; nfhz;L elhj;Jtjw;F gy;NtWgl;l

topKiwfs; fhzg;gLfpd;wd. ,tw;wpy; rpy %d;whk;jug;G tzpfg;

gq;fhsu;fs; Clhf nfhz;L elhj;jg;gLtjhFk;.

nefo;r;rpkpf;f kw;Wk; Kfhik nra;af;$ba gFjpfshf toq;FfpwJ.

,t;thW nra;tjd;%yk;> epWtdk; ifapYs;s fUkk; njhlu;ghf

$Ljyhd ftdk; nrYj;JtJld; ,yj;jpudpay; tzpf

Kd;Ndw;ghLfis kjpg;gPL nra;aTk; mtw;wpd; Kd;Ndw;w fl;lq;fis

gFg;gha;T nra;aTk; KbAk;.

(f) Njitg;gLk; tpUj;jpf;fhd fl;lq;fis milahsk; fhz;gJld;

Kfhikapdhy; ngWNgw;W kjpg;gPl;bw;F mtrpakhd Kd;Ndw;wf;

fl;lq;fisAk; milahsk; fz;L nfhs;s ,J cjTk;.

(g) ,J fpuaq;fisf; fl;Lg;gLj;jTk; tpUj;jp nrad;Kiwapd; NghJ

Njitahd khw;wq;fis Vw;gLj;jTk; cjTk;.

3 Vyq;fs;> EioTj; jsq;fs; Kjypad

3.1 Gjpa tifahd ,ilepiyahsh;fs;

Njly; nghwpfs; kw;Wk; tptug; Gj;jfq;fs; (Search engines and directories)

$Fs; Kjypa Njly; nghwpfs; tiyj;jsq;fspy; NjLfpd;w nkd;nghUl;fs;

%yk; Nrfupf;fg;gl;l juTfspd; mbg;gilapy; Njly; trjpfis toq;Ffpd;wd.

ah`_ Nghd;w tptug;Gj;jfq;fs; gy;NtWgl;l tiyj;jsq;fspd; gutyhd

tiffspd; nghJthd FwpaPLfis toq;Ffpd;wd.

,j;jifa Kftu;fs; (Njly; jsq;fs;) Vida jsq;fspy; ,Ue;J

jfty;fis ngw;Wf; nfhs;fpd;wd.

Vyq;fs;

gpd;Gw Vyj;jsq;fs; thbf;ifahsu;fs; jhk; nfhs;tdT nra;a tpUk;Gk;

nghUl;fisf; Fwpg;gpl;L mjw;fhd eilKiwfisAk; Fwpg;gpl;L mjd; %yk;

Vyk;ngw tpUk;Gtu;fis mDkjpaspf;Fk;.

Efu;Nthiu Fiwe;j tpiyfisg; ngw;Wf; nfhs;Sk; tifapy;

cw;gj;jpahsu;fSld; njhlu;GgLj;Jk; %d;whk; jug;G jfty;fs; kw;Wk;

nfhs;tdthsh; fofq;fs; MfpadTk; fhzg;gLfpd;wd.

EioTj; jsq;fs;

EioTj; jsq;fs; tiyj;jsq;fSf;fhd mZifapid toq;FtJld; FwpaPL

fhl;Ljy;> njupT nra;ag;gl;l ,izg;Gfs; kw;Wk; Vida Nritfs; %yk;

gadhsu;fis ftu;e;J ,Of;fpd;wd. Chaffey (2007) mtu;fs; Fwpg;gpLtjd;

gb gy;NtW tifahd EioTj;js tiffs; fhzg;gLfpd;wd. AOL Nghd;w ,izaNrit toq;Fdu;fsJ Kfg;Gg; gf;fq;fs; ,e;j EioTj;

jsq;fSf;fhd cjhuzq;fshf fhzg;gLtJld; ngUksthd ,izaj;js

Nrit toq;Fdu;fs; ngUksthd ngWkjp Nru;f;fg;gl;l Nritfis

toq;Ffpd;wd. EioTj; jsj;jpd; khWgl;l tbtq;fshf fpilahd EioTj;

jsq;fs; my;yJ gadhsu; jdpg;gadhf;fk; nra;ag;gl;l EioTj; jsq;fs;

Draft Version


164 CA Sri Lanka

juT mfo;T kw;Wk; thbf;ifahsu; Ratpgug;gLj;jy; Kjypa eltbf;iffs;

Clhf ngw;Wf;nfhs;sg;gl;l juTfis ,izf;Fk; tifapy; epWtdq;fs;

juTg; gFg;gha;tpid Nkw;nfhs;Sjy; Ntz;Lk;. thbf;ifahsuJ elj;ij

Gupe;J nfhs;sg;gl;lJk;> tzpfk; thbf;ifahsUf;F rpwg;ghf Nrit toq;ff;

$bajhf ,Ug;gJld; njhopEl;gj;jpid rPuhf;Ftjd; %yk; rpwg;ghd

tpisTfis cUthf;fp nfhs;s KbAk;.

(cjhuzk;:)> epiyf;Fj;jhd EioTj;jsk; my;yJ tpNrl ehl;l EioTj;

jsk;> cjhuzkhf jfty; njhopy;El;g tpUj;jpfspy; ehl;lk; nfhz;l

gadhspfSf;fhd EioTj;jskhfpa C-Net> kw;Wk; Copau;fSf;fhd $l;L

tzpf jfty;fs; kw;Wk; njupTnra;ag;gl;l ,izg;Gfs; cs;slq;fyhd

epWtd Kaw;rprhu; jfty;fSf;fhd EioTj;jsk; Mfpa tiffisf;

nfhz;bUf;Fk;.

4 Efu;NthuJ ,izatop elj;ij kw;Wk; njhopy;El;g gpd;gw;Wif

4.1 ,izatop elj;ij kw;Wk; gFg;gha;T epWtdq;fs; thbf;ifahsu; Njitfis G+u;j;jp nra;tjw;fhd Gjpa

nghUl;fs; kw;Wk; Nritfis cUthf;Ftjw;fhf kw;Wk; Vw;fdNt cs;s

nghUl;fs; Nritfis nfhz;L rpwe;j Kiwapy; thbf;ifahsu; Njitfis

epiwT nra;tjw;fhf r%fg; Nghf;Ffs; kw;Wk; Efu;Nthu; elj;ijfs;

njhlu;ghd juTfis gad;gLj;Jk;. cjhuzkhf> kf;fs; jkJ Nkhl;lhu;

thfdq;fis vq;F vt;thW nrYj;Jfpwhu;fs; vd;gij mwpe;J nfhs;tjw;fhf

Nghf;Ftuj;J rkpf;if czu;jpwd; fUtpfs; kw;Wk; nra;kjp ,l mikT

mZif Kiwik Mfpatw;wpd; %ykhd mNjNeu miktpl juT

cUthf;fk; fhg;GWjp epWtdq;fs; jkJ fhg;GWjp nfhs;iffs;

kpfg; nghJthd tifapy;> ngUk; juT Gjpa tzpf tha;g;Gfis Rakhf

cUthf;Fk;. cjhuzkhf> Kfg;Gj;jfj;jpy; tpsk;guk; nra;tjd; %yk;

gadu;fSila elj;ij kw;Wk; mtu;fSila ez;gu;fspd; elj;ij Mfpait

njhlu;ghd gFg;gha;Tfis ngw;Wf;nfhs;sKbAk;. mNjNghy mNkrhd;

epWtdk; juT kw;Wk; gFg;gha;T Kiwfis nfhz;l tzpf je;jpNuhghaj;jpy;

njhopw;gLk; xU tzpfj;jpw;fhd cjhuzkhFk;. ,J cjhuzkhf> xNu

tifahd ehl;lj;ijf; nfhz;l Efu;Nthh;; nfhs;tdT nra;j nghUl;fspd;

mbg;gilapy; thbf;ifahsu;fSf;fhd gupe;Jiufis ,izg;gjd; %yk;

jkJ tzpfj;ij elj;JfpwJ.

4.2 thbf;ifahsUf;fhd elj;ij tiy 2.0 njhopEl;;gq;fs;

tiy 2.0 vd mwpag;gLk; njhopy;El;gkhdJ kpf mz;ikf; fhyq;fspy;

Efu;NthupilNa gutyhf guk;gy; mile;Js;sJ. tiy2.0 ,d; gpurpj;jk;

tsu;r;rp mila> Efu;Nthu; $Ljyhd mstpy; njhopy;El;gj;Jld; <LgLk;

topKiwfis ,e;epWtdq;fs; ftdpj;Js;sJld;> ,J Kf;fpakhd tzpf

jhf;fq;fisf; nfhz;bUf;Fk; vd;gjid czu;e;J nfhz;Ls;sd- Kf;fpakhf>

re;ijg;gLj;jy; kw;Wk; Gjpa nghUs; cUthf;fj; je;jpNuhghaq;fs; njhlu;ghf.

tiy 2.0 vd;Dk; nrhw;nwhlu; tiyj; njhopy;El;gq;fs; kw;Wk; nkd;nghUs;

njhlu;ghd Gjpa jiyKiwAld; ,zf;fkhd xU nrhw;nwhluhf

Draft Version


CA Sri Lanka 165

khw;wkile;Js;sJ. mj;Jld; kpfTk; rhj;jpakhf tiyg; gadu;fs;

cs;slf;fq;fs;> gpupTfs; Mfpad xd;Wf;nfhd;W vt;thW njhlu;GgLfpd;wJ

vd;gijAk; Fwpg;gpLfpwJ.

Tiy 2.0 njhopy;El;gq;fs; mjpfupj;j tifapy; thbf;ifahsh; kw;Wk;

epWtdq;fSf;F fpilf;fj;jf;fjhf cs;sJ vd;gij Fwpf;fpwJ.

thbf;ifahsUf;F Kw;WKOjhd fl;Gy jd;ikapid toq;Ftjd; %yk;>

mtu;fs; epWtdj;jpdhy; toq;fg;gLk; njhopy;El;gq;fspd; Muk;g

gpd;gw;Wgtu;fshf ,Ug;gjw;fhd rhj;jpaj;ij Vw;gLj;Jk;.

cjhuzkhf> ,izatop thbf;ifahsu; kPsha;Tfs; jw;NghJ nghJg;

gug;gpYk;> jpwd;Ngrpfspd; nra;jpfs; jw;NghJ cw;gj;jpfspd; tpiyfis mNj

Neuj;jpy; Ma;T nra;J nfhs;tjw;F thbf;ifahsUf;F trjp mspf;fpwJ>

,e;j mjpfupj;j juT fpilg;gdT thbf;ifahsu;fs; ,e;j nghUl;fis

ahuplkpUe;J ngw;Wf; nfhs;fpwhu;fs; vd;gJ njhlu;ghd $Ljyhd re;ij

ntspg;gilj; jd;ikia Vw;gLj;Jk;.

,e;j tplaj;jpy;> nfhs;tdTj; jPu;khdq;fSf;F mbg;gilahf fhzg;gLk;

Nju;T tpiy khj;jpukd;wp> epWtdj;jpd; r%f ed;kjpg;G cjhuzkhf>

thbf;ifahsu;fs; ngw;Wf;nfhz;l Nritfs; njhlu;ghf

thbf;ifahsu;fSf;F gpd;Ndhl;lk; ,Jnjhlu;ghd juTfSk; fpilf;Fk;.

gadhsu; mDgtk; kw;Wk; gq;Fgw;wy;

tiy 2.0 njhopy;El;gk; ,iza gadhsu;fis (kw;Wk; tzpfj;jpw;fhd

rhj;jpakhd thbf;ifahsu;fs;) clDf;Fld; ngw;Wf; nfhs;sTk; juTfspd;

cUthf;fk;> gfpu;T kw;Wk; kjpg;gPL Mfpatw;wpy; gq;Fgw;Wk; trjpiaAk;

mspf;fpwJ. NtW nrhw;fspy; $wpdhy;> gadhsu;fs; jw;nghOJ gyuplkpUe;J

gyUf;fhd njhlu;ghlypy; Mu;tkhf gq;Fgw;Wfpwhu;fs;. tiy 2.0

njhopy;El;gj;jpd; xU Kf;fpakhd mk;rkhf cs;sJld; mJ gadhsu;

mDgtk; kw;Wk; gq;Fgw;wypy; ftdk; nrYj;JfpwJ.

,JTk; tzpfj;jpw;F Kf;fpakhdJ> Vnddpy; tiy 2.0 ve;j mstpYkhd

epWtdKk; thbf;ifahsu;fs;> Copau;fs; kw;Wk; toq;Fdu;fSld; Gjpa

topKiwfspy; njhlu;GgLtjw;F mDkjpf;fpwJ. kpff; Fwpg;ghf> Gjpa

nghUl;fspd; cUthf;fj;jpw;F thbf;ifahsu;fs; cz;ikahd <LghL

mtrpak; Mifahy; epWtdq;fs; Gjpa nghUl;fspd; cw;gj;jp thbf;ifahsu;

Nehf;fpyhd mZFKiwia gpuNahfpf;f mDkjpf;Fk;.

epiyahd tzpf nrad;Kiwfs; Clhd midj;J tzpfj;jpw;fhd

nfhLf;fthq;fy;fis khj;jpuk; fUj;jpy; nfhs;shJ> tiy 2.0 khwptUk;

r%f ,ilj;njhlu;Gfspd; R+oypyhd Kf;fpaj;Jtj;jpid Fwpg;gpl;Lf;

fhl;LfpwJ.

tiy 2.0 Gj;JUthf;fk;> xUq;fpizg;G> mwpTg;gfpu;T kw;Wk; cr;rkhf

Gj;jhf;fk; Mfpatw;Wf;F MjuT toq;Ftjd; %yk; mwpTg; nghUshjhuj;jpy;

Kf;fpakhd gq;fpid tfpf;fpwJ.

tiy 2.0 ,d; Fztpay;Gfs;

tiy mbg;gilapyhd r%fq;fs; gpd;tUtdtw;wpy; gLfpd;wd:

• r%f tiyaikg;G - r%f tiyaikg;Gfs; (Facebook kw;Wk; Twitter Kjypa) gadhsu;fs; xUtUld; xUtu; njhlu;gpid Nkw;nfhs;s

cjTfpwJ.

Draft Version


166 CA Sri Lanka

• tiyg;gjpT - tiyg;gjpTfs; gadhsu;fs; jkJ nrhe;j cs;slf;fj;ij

gpuRupf;f ,yFthd topia toq;Fk;. tiyg;gjpTfs; tof;fkhf nrhw;fs;

%yk; mike;jit. gadhsu;fs; xyptbt kw;Wk; fl;Gydhff;$ba

cs;slf;fq;fis gjptpwf;fk; nra;aj;jf;f RUf;fkhd tbtpy; gpuRupf;f

KbtJld;> tiynahsp (youtube) Kjypa jsq;fspd; tsu;r;rp ,j;jifa

gjpTfs; vt;tsT gpugykhf mile;Js;sJ vd;gjidAk; fhl;lf; $bajhf

,Uf;fpwJ.

• tpf;fp - tpf;fp khw;wk; nra;ag;glf;$ba cs;slf;fq;fis xUq;fpizf;f

gadhsu;fSf;F cjTfpwJ. xUq;fpize;j ,iza topapyhd

fiyf;fsQ;rpakhfpa tpf;fpgPbah> ,jw;fhd xU rpwe;j cjhuzk; MFk;.

• cldb nra;jp toq;fy; - ,J ,uz;L my;yJ ,uz;Lf;F Nkw;gl;l

gq;Fgw;WdhpilNa clDf;Fld; nra;jp vr;rupf;if toq;ff;$ba

ciuahly; ngl;bfSld; (cjhuzkhf> ];ifg; nkd;nghUspy; cs;s

cldb nra;jp toq;fy;) Kjypatw;wpd; Clhf mNjNeu ciuahlYf;F

trjp mspf;fpwJ.

tiy mbg;gilapyhd r%fq;fs; vd;gJ jw;NghJ gadhsh;fs; rhjhuzkhf

mtjhdpg;ghsh;;fshf khj;jpuk; ,Uf;fhJ> tiy mDgtk; njhlu;ghd

gq;Fgw;Wdh;fshff; fhzg;gLfpd;wdu; vd;gijf; fUJk;.

mwpTg; gfpu;tpd; r%fkakhf;fk;

tiy 2.0 njhopy;El;gk; mwpTg; gfpu;T r%fkakhf;fYf;F Cf;fk; mspf;fpwJ.

• jfty;fis Nkw;Nfhs; ,izg;G toq;Fjy; (Tagging)- jfty; Nkw;nfhs; ,izg;G vd;gJ xU Fwpj;j jftiy (xU Nfhg;G> glk; my;yJ ,iza

top E}y;Fwp/bookmark) tpthpg;gjw;fhf gadhsu;fshy;’ xg;gilf;fg;gLk;

gpujhd nrhy; MFk;. ngUk;ghyhd tiy 2.0 gpuNahfq;fspy; ,izg;G

toq;Fjy; Nfhg;Gfis Nrkpj;J itf;Fk; kw;Wk; gfpu;e;Jnfhs;Sk;

jsq;fspy; xU Kf;fpakhd mk;rkhf fhzg;gLfpwJ. xU Nfhg;G Nkw;Nfhs;

,izg;G toq;fg;gl;lJk;> nghUj;jkhdJ Njly; tprhuiz Nkw;nfhs;sg;

gl;lJk; mJ fz;lwpag;glj; jf;fjhff; fhzg;gLk;.

• Nkw;nfhs; ,izg;G toq;Fjy; tzpfq;fs; fUj;jpw; nfhs;s Ntz;ba xU

Kf;fpakhd tplaj;ij Fwpj;Jf; fhl;LfpwJ. Gjpa njhopy;El;gq;fs;

,izaj;jpy; fpilf;ff;$bajhf cs;s jfty;fis njhlu;r;rpahf mJ

vLj;Jr; nry;fpwJ. vt;thnwdpDk;> mJ Njbf; fz;lwpag;gl Kbahtpl;lhy;>

mJ gadw;wjhFk;. MfNt Njly; nghwp cj;jkkhf tzpfj;jpw;F

mjpfupj;j tifapy; gad;kpf;fjhf ,Ug;gJld;> tiyj;jsk; xd;wpy;

fhzg;gLfpd;w jfty;fs; fz;lwpaj; jf;fjhfTk; nghUj;jkhdjhfTk;

fhzg;gLtij cWjp nra;Ak;.

• gy;jsg; gpuRuk; (mashup) - gy;jsg; gpuRuk; vd;gJ xd;Wf;F Nkw;gl;l

Mjhuq;fspy; ,Ue;J xU jdpahd tiyg;gf;fkhfg; Mf gpuRupg;gijf;

Fwpg;gpLk;. cjhuzkhf> cztfq;fspy; kjpg;gPl;bid Nkw;nfhs;Sk;

tiyj;jsk; xd;W> me;j gpuNjrj;jpy; cs;s midj;J cztfq;fs;

njhlu;ghd jfty;fisg; ngw;Wf;nfhz;L mtw;iw xU jdpahd $fps;

tiugl gf;fj;jpNy tiuglq;fspy; Fwpj;J fhl;Lk;.

• $l;Lg;Gydwptpid Nkk;gLj;Jjy;- $l;Lg GydwpT vd;gJ fl;likf;fg;gl;l

kw;Wk; fl;likf;fg;glhj $l;L xUq;fpizg;gpidf; Fwpg;gpLk;. $l;Lj;

Draft Version


CA Sri Lanka 167

jPu;khdq;fspy; ,Ue;J Vidatu;fs; fw;Wf;nfhs;s $ba tifapy;

kf;fSila mgpg;gpuhaq;fs; kw;Wk; elj;ijfs; GJg;gpf;fg;gLk; Kiwapy;

,J tptupf;Fk;.

<Ng Kjypa ,izatopapyhd Vyj;jsq;fs; jkJ toq;Fdu;fs; XusT

tpidj;jpwdhd kl;Lk; ek;gfkhdtu;fs; vd;gij mwpe;J nfhs;tjw;F

$l;Lg; Gydwptpidg; gad;gLj;Jk;. mNjNghy> mNkrhd; kw;Wk; gy;nghUs;

,izatop tzpfq;fs; cw;gj;jp kPsha;Tfis gpuRupj;J me;j nghUis

nfhs;tdT nra;j egu;fs; mjd; nraw;jpwd; njhlu;ghf fUj;J

njuptpg;gjw;F mDkjpf;fpd;wd.

mNkrhd; epWtdk; nfhs;tdT elj;ijfspd; mbg;gilapy; cw;gj;jp

gupe;Jiufis Nkw;nfhs;tjw;fhf $l;Lg; Gydwptpidg; gad;gLj;JfpwJ.

gadhsu; xU nghUisf; nfhs;tdT nra;tjw;fhf njupT nra;Ak;NghJ>

,Nj nghUspid njupTnra;j thbf;ifahsu;fs; njupT nra;j Vida

nghUl;fspd; gl;baiyAk; fhl;Ltjd; %yk;> thbf;ifahsu; jkJ

nfhs;tdT Ntiyiaj; njhlu;e;J Nkw;nfhs;tjw;F Cf;Ftpg;G tsq;Fk;.

• gadhsu; cUthf;f cs;slf;fk; (User generated content)- tiyj;jsq;fs; jw;NghJ mtw;wpd; thrpg;ghsu;fshy; cUthf;fg;gl;l

cs;slf;fq;fisAk; cs;slf;Fk;. tiy 2.0 njhopy;El;gj;jpd; gpd;dzpapy;

cs;s Kf;fpakhd xU rpe;jidahf thrpg;gtu;fs; jkJ nrhe;j

cs;slf;fq;fis jhkhfNt cUthf;FtJld;> mtw;wpid cUthf;Fjy;>

gpuRhpj;jy;> ifg;gw;Wjy; kw;Wk; tiy KOtJk; jfty;fisg; gfpu;e;J

nfhs;sy; Mfpatw;wpy; njhopy;El;gq;fs; cjTfpd;wd. xspg;glq;fis

gpupg;gjw;fhd tiynahyp ,izajsk; ,jw;fhd rpwe;j cjhuzkhFk;.

• Efu;Nthu; cUthf;f cs;slf;fk; (Consumer generated content): tiyj;jsq;fs; jw;NghJ Efu;Nthuplk; ,Ue;J gfpug;gl;l gpd;D}l;lj;ij

cs;slf;fpAs;sJ. cjhuzkhf> cw;gj;jp kPsha;;Tfs;. jw;NghJ

thbf;ifahsu;fs; Vida (rhj;jpakhd) thbf;ifahsUld; ,yFthf

njhlu;ghly; nra;af; $bajhf fhzg;gLtjdhy;> ,J tzpfj;jpd; kPJ

Kf;fpakhd jhf;fj;jpid nfhz;Ls;sJ. thbf;ifahsu; xUtUf;F

Nkhrkhd thbf;ifahsu; Nrit toq;fg;gl;lhy;> ,J njhlu;ghf

Vidatu;fSf;Fk; $wg;gl;L> ,jd;%yk;> me;j tzpfj;jpd; ed;kjpg;G

ghjpf;fg;gLtJld;> tpw;gidapYk; tPo;r;rp Vw;gLk;.

Efu;Nthu; cs;slf;f cUthf;fj;jpw;fhd rpwe;j cjhuzkhf> NkNy

Fwpg;gplg;gl;lthW mNkrd; epWtdj;jpdhy; cUthf;fg;gl;l gadhsu;fs;

kPsha;Tfis $wyhk;. rhj;jpakhd nfhs;tdtpid Nkw;nfhs;Sk; NghJ>

gadhsu;fs; ,iza gadhsu;fsJ cw;gj;jp kPsha;Tfis gad;gLj;Jtu;.

4.3 tzpfg; gq;fhspaplkpUe;jhd cs;thq;fYf;fhd Njit Gjpa njhopy;El;gj;jpid gpd;gw;Wtjw;F Kd;ghf> tzpfkhdJ Efu;Nthu;>

Copau;fs;> tzpfg; gq;fhspfs; MfpNahuplkpUe;J mtu;fSldhd

,ilj;njhlu;Gfs; njhlu;gpy; fpilf;ff;$bajhfTs;s midj;J tifahd

gFg;gha;Tj; jfty;fisAk; gad;gLj;Jjy; Kf;fpakhdjhFk;.

Draft Version


168 CA Sri Lanka

,J ,lk;ngwhjtplj;J> mj; njhopy;El;gj;jpidg; gpd;gw;wy; %yk; vjpu;f;fzpa

tpisTfs; Vw;glyhk;.

fs Ma;T

O'Connor (2015) mtu;fs; etPd mzpAk; njhopy;El;gkhdJ Ntiyapd; NghJ

Copau;fsJ nraw;jpwd;kPJ jhf;fk; nrYj;Jk; fhuzpfis rpwg;ghf tpsq;fpf;

nfhs;tjw;F cjtp GupAk; tfpghfj;jpid Fwpj;Jf; fhl;bAs;shu;. Copau;fs;

Ntiy nra;Ak; NghJ mtu;fsJ nraw;wpwd; kw;Wk; mtu;fs; Ntiyapy;

(my;yJ tPl;by;) vq;F ,Uf;fpwhu;fs; vd;gJ njhlu;ghd jfty;fis

fz;fhzpf;Fk; njhopy;El;gq;fis mzpe;J ,Uf;FkhW tpdTk; nraw;ghL>

ngUk; juT vz;zf;fUTf;F neUf;fkhf njhlu;G nfhz;ljhFk;.

,e;j fl;Liuapy;> Copau;fsJ jdpg;gl;l tplaq;fshd J}f;f Neu msT>

,ja Jbg;G tPjk;> miktplk; kw;Wk; ,iza cyhty; gof;ftof;fq;fs;

Kjypa jfty;fis ngw;Wf;nfhs;Sk; tifapy; Fwpg;gpl;l rpy

cgfuzq;fis mzpe;J nfhs;SkhW Copau;fs; $wg;gLk; Nghf;F

mjpfhpj;Jr; nry;tjhf mtu; Fwpg;gpl;lhu;. NkYk; mtu; Fwpg;gpLk; NghJ>

,j;jifa cgfuzq;fspy; ,Ue;J ngw;Wf;nfhs;Sk; jftiy gad;gLj;jp

Copau;fis ghJfhg;ghf my;yJ kpfTk; cw;gj;jpj;jpwdhfg; gad;gLj;JtJ

ngUk; rhjidahFk; vdf; Fwpg;gpLfpwhu;. Copau;fis neUf;fkhf

mtjhdpj;jy; mtu;fs; kPJ $Ljyhd ftdj;ij Vw;gLj;Jk; vdf;

Fwpg;gpl;lhu;. cjhuzkhf> ifg;gw;wg;gl;l juTfspd; mbg;gilapy; rpy

Copau;fs; vl;Lk; tifapy; mOj;jj;Jf;F cs;shfp tUtJ fz;lwpag;glyhk;.

mj;jifa R+o;epiyfspy; me;j epiyikfs; kpfTk; ghuJ}ukhd rpf;fy;fis

cUthf;Ftjw;F Kd;du; mJ njhlu;ghd epiyikfis Nkk;gLj;Jtjw;F

njhopy; nfhs;Nthu; eltbf;if vLf;f KbAk;.

Copau;fs; njhlu;ghd $Ljyhd jfty;fis ngw;Wf; nfhs;tJ ed;ik

mspf;ff; $bajhf ,Ue;jhYk;> mzpaj;jf;f njhopy;El;gq;fs; rpy

rthy;fisAk; toq;Ffpd;wd. kpfTk; gpujhdkhd rthy;fs; xd;whf

Copau;fs; njhlu;ghd kpff; $Ljyhd jfty;fs; mij itj;jpUf;Fk;

msTf;F ngWkjp tha;e;jjhf ,Ug;gjpy;iy. ,g;gbg;gl;l xU gpur;rpid

London Muk;g tzpfj;jpd; cupikahsuhfpa Rob Symes mtu;fshy;

Kd;$l;bNa Fwpj;Jf; fhl;lg;gl;ljhf O'Connor mtu;fs; Fwpg;gpl;lhu;. epWtdk;

The Outside View 2014 ,y; Copau;fSf;F mzpaj;jf;f njhopy;El;gj;jpy;

,Ue;J ngw;Wf;nfhs;sg;gl;l rfy jfty;fSk; “midj;J jfty;fSk;

ngw;Wf; nfhs;sg;gl;ld> ,g;NghJ vd;d nra;a Ntz;Lk;?” vd;Dk; Nghf;fpy;

itj;jpUf;fg;gl;ld. Nrkpj;J itf;fg;gLk; jdpg;gl;l jfty;fs; jfty;

jpUlu;fshy; vg;nghOJNk jpUlg;gl;l $ba mghak; fhzg;gLtjdhy;>

mzpaf;$ba njhopy;El;gq;fs; njhlu;ghf ghJfhg;G fUJNfhs;fs; tsu;r;rp

mile;Js;sd. ,izaj; juT ghJfhg;G epWtdkhfpa Darktrace epWtdj;ijr; Nru;e;j Dave Palmer mtu;fs; Fwpg;gpLk; NghJ> ',J xU ghupa

jfty; toq;Fdu; vd ePq;fs; epidf;ff; $Lk;> Mdhy; vdJ iff;fbfhuk;

my;yJ ,jaj;Jbg;G thrpg;Gkhdp jfty; jpUluhy; jpUlg;gLtjw;fhd

rhj;jpaq;fs; vd;d? tplaq;fspd; ,izakhdJ ghJfhg;G tplaj;jpYk; ghu;f;f

njhopw;ghl;L tbtq;fspy; Kd;Ndhf;fp nrd;W nfhz;bUf;fpwJ" vdf;

Fwpg;gpLfpwhu; (O'Connor, 2015).

mzpaj;jf;f njhopy;El;gq;fspd; cUthf;fk; rl;luPjpahd kw;Wk; xOf;f newp

rhu;e;j rpy gpur;rpidfis cUthf;fpapUf;fpwJ. O'Connor mtu;fs; Fwpg;gpLk;

Draft Version


CA Sri Lanka 169

mz;ikf; fhyq;fspy;> Gjpa ,izatop epWtdq;fspd; cUthf;fj;ij ehk;

fz;L tUfpd;Nwhk;. mtw;wpy; ngUk;ghyhdit kpf ,staJ

Kaw;rpahsu;fspdhy; njhopy;El;gj;jpd; mbg;gilapy; tzpf je;jpNuhghaj;ij

cUthf;fp ,af;fg;gLfpd;wd. ,e;j epWtdq;fs; thbf;ifahsu;fs; rpwe;j

tzpfj; njhlu;Gf;F Ratptug;gLj;jy; Kiwik njhlu;ghd gFg;gha;Tfspy;

tpNrl epGzj;Jtk; ngWfpd;wd.

NghJ “rl;l vy;iyahdJ ,Jtiuapy; Muhag;gltpy;iy. njhopy;El;gj;jpd;

%yk; Copau;fsJ jdpg;gl;l juitg; ngw;Wf;nfhz;L mtw;iw Copau;fsJ

nraw;wpwd; tplaq;fs;; kw;Wk; Vida jfty;fspy; njhlu;GgLj;Jtjw;F

Kd;du; Copau;fsJ ntspg;gilahd rk;kjk; ngwg;gl Ntz;Lk; vd rl;l

ty;Ydu;fs; Fwpg;gpLfpd;wdu;. Ntiyg; gFjpfspy; mj;jifa mzpAk;

njhopy;El;gq;fis mzpe;Jnfhs;tjw;F Copau;fs; ntspg;gilahd rk;kjk;

njuptpf;f Ntz;ba mtrpak; ,y;yhjNghJk;> mjid fl;lhaj;jpd; Ngupy;

mzpe;J nfhs;tjhf> kpf tpNrlkhf Vida rfghbfSk; mjid

kfpo;r;rpahf mzpe;J nfhz;bUf;Fk; NghJ> Copau;fs; czu;e;J nfhs;sf;

$ba Mgj;jhd epiyik fhzg;gLfpwJ. fzf;fpay; epWtdkhfpa PwC mz;ikapy;> 2000 If;fpa ,uhr;rpa Copah;fsplk;" Ntiyj;jsj;jpy; mzpaf;

jf;f njhopy;El;gq;fis mwpe;J nfhs;s mtu;fs; jahuhf ,Uf;fpwhu;fsh

vdf; Nfl;fg;gl;lNghJ> 40% Mdtu;fs; jhq;fs; jahuhf ,Ug;gjhfTk; 50%

f;Fk; Nkw;gl;ltu;fs; njhopy;El;gj;jpd; Nkk;ghL fhuzkhf jkJ eyd;

mjpfupf;Fk; tha;g;G ,Ue;jhy; rk;kjpg;gjhfTk; Fwpg;gpLfpd;wdu;. me;j

njhopy;El;gj;ij Vw;f kWf;Fk; Copau;fs; Fwpg;gpLk; kpfKf;fpakhd

fhuzkhdJ> jkJ jdpg;gl;l jfty;fis jkf;F vjpuhf Copau;fs;

gad;gLj;j $Lk; vd;w ek;gpf;ifaw;w epiyikahFk; (O'Connor, 2015).

5 vz;zpay; thbf;ifahsh; Ratpgug;gLj;jy;

5.1 gad;gLj;jg;gLk; Kiwfs; RUf;fj; njhFg;ghf;Ftjd; %yk; my;yJ rpy Ntisfspy; fUj;jpw;nfhs;sy;

kw;Wk; kjpg;gPl;L kl;lq;fis ePf;Ftjd; %yk; thbf;ifahsu; jPu;khd

,lj;jpid Cf;fg;gLj;Jk; epWtdq;fs; Nghl;b ed;ikiag; ngw;Wf;

nfhs;fpd;wd.

Draft Version


170 CA Sri Lanka

thbf;ifahsh; tpRthr tl;lk;

Draft Version


CA Sri Lanka 171

aluate

Buy

%yhjhuk;: www. McKinsey.com

tzpfq;fs; r%f tiyj;jsq;fs; kw;Wk; tiyg;gjpTfs; %yk; gq;fhspfs;>

xUq;fpizg;ghsu;fs;> thbf;ifahsu;fs; kw;Wk; toq;Feu;fisg; ngw;Wf;

nfhs;s KbAk;.

• tzpfq;fs; jkJ gpugyj;jd;ik kw;Wk; jk;ik re;ijg;gLj;Jtjw;fhf r%f

tiyj;jsq;fs; kw;Wk; tiyg;gjpTfis gad;gLj;JtJld;> mj;jifa

jsq;fspy; thbf;ifahsu;fis gpd;D}l;lj;ij tpl;Lr;nry;y Cf;Ftpf;Fk;

(thbf;ifahsu; cUthf;f cs;slf;fk;).

• Ntiyg;gha;tpid xUq;fpizf;f> Gj;jhf;fk; nra;a kw;Wk; Kfhik nra;a

Mjutspf;Fk; nka;epfu; Ntiyg;gug;Gfs; kw;Wk; tpf;fp Mfpatw;wpd;

epWtdq;fs; jkJ cw;gj;jpfspd; tpUj;jp> cUthf;fk; kw;Wk; tpepNahfk;

Mfpatw;iw Kfhik nra;a KbAk;.

• epWtdq;fs; tiyg;gjpTfs; gw;wpa ,izatopf; Fwpg;Giuj; jsq;fs;

%yk; re;ijg; Gydwpitg; ngw;Wf;nfhs;s KbAk;. NkYk; epWtdq;fs;

jk;Kila nghUl;fs; Nritfs; njhlu;ghf nfhz;bUf;Fk;

gpd;D}l;lj;ijAk; ngw;Wf;nfhs;sKbAk;.

Copau;fs; - kpf Kf;fpakhf> tzpfkhdJ ,staJ> khw;wj;jpw;F <L

nfhLf;ff; $ba Copau;fis mtu;fSf;F jf;f itj;Jf;nfhs;s

tpUk;gpdhy;> Copau;fSf;F kpfTk; gupr;rakhd fUtpfis toq;FtJld;

mtu;fSila tho;f;if Kiwf;F nghUj;jkhd xU Ntiy R+oiyAk;

toq;Fjy; Ntz;Lk;.

re;ijg;gLj;jy; - tiy 2.0 re;ijg;gLj;jy; mZFKiwfSf;fhd xU

Kf;fpakhd jhf;fj;jpid nfhz;Ls;sJ. ,stajpdu; ngUk;ghyhd

tzpfq;fSf;fhd Fbapay; rhu; FOf;fshf fhzg;gLtJld;> mtu;fSila

Draft Version

http://www/


172 CA Sri Lanka

thbf;ifahsu; elj;ijahdJ fhyj;Jf;F fhyk; jPu;khdk; Nkw;nfhs;Sk;

myFfshy; Fwpj;j xU toq;fypd; Efu;T njhlu;ghf Nkw;nfhs;sg;gLk;

jPu;khdq;fspd; xl;Lnkhj;j epiyikia gpujpgypf;fpwJ. ,yj;jpudpay;

tzpfk; njhlh;Ggl;l thbf;ifahsu;fs; elj;ijahdJ ghuk;gupa tzpfr;

R+oypy; thbf;ifahsu;fsJ elj;ijfspy; ,Ue;J NtWgLk;.

tho;f;ifapy; KfE}y; kw;Wk; l;tpl;lu; Kjypa tiyj;jsq;fs; Kf;fpa gq;F

tfpf;fpd;wd. ,e;j tifapy;> gpugykhd r%f tiyj;jsq;fspy;

gpur;rhuq;fis Nkw;nfhs;tjd; %yk; tzpfq;fs; gadhsu;fSld; <Lghl;il

nfhz;bUg;gjw;Fk; ghuk;gupakhf milag;gl Kbahj Fbapay;rhu;

Jz;lq;fis ,yFthf mile;J nfhs;tjw;Fk; KbfpwJ.

vdpDk;> Nkhrkhf cUthf;fg;gl;l my;yJ Kd;dpiyg;gLj;jg;gl;l

cs;slf;fq;fs; njhlu;ghf gadhsu;fs; vjpu;f;fzpag; gpd;D}l;lj;ij toq;ff;

$bajhf fhzg;gLtjd; fhuzkhf> gz;lf;Fwp Kfhikj;Jtk; kpfTk;

Kf;fpakhdjhf fhzg;gLfpwJ.

KfE}y; kw;Wk; fPr;rfk; Kjypa tiyj;jsq;fspy; nrtyplg;gLk; Neuk;

ehshe;jk; mjpfupj;Jr;nry;y> r%ftiyj;jsq;fspy; tzpfq;fs;

tpsk;guq;fis Nkw;nfhs;tjw;fhd Nghf;Fk; mjpfupj;J fhzg;gLfpwJ.

6 Efh;Nthh; elj;ijfs;

6.1 thbf;ifahsh; jPh;khdk; Nkw;nfhs;sy; fPo;tUk; tiuglkhdJ> nghJthd tifapy; thbf;ifahsu; elj;ijia

fhl;LfpwJ. ,yj;jpudpay; tzpfk; njhlu;ghf mJ ghuk;gupa tzpf

R+oypypUe;J vt;thW NtWgLk; vd;gijf; fw;Nghk;.

thbf;ifahsh; elj;ij gpujpgypg;gJ

%yhjhuk;: Wayne (Consumer Behavior, 6th Edition)

Draft Version


CA Sri Lanka 173

thbf;ifahsu; elj;ijf; Nfhl;ghLfs; ,yj;jpudpay; tzpfk; kw;Wk; ghuk;gupa re;ijfSf;Fg; nghJthdjhf cz;ikahdjhf fhzg;gLtJld;> me;j elj;ijfspd; gpuNahfkhdJ NtWgLk;. ,J nfhs;tdT Nkw;nfhs;sg;gLk; Kiw> nfhs;tdT nra;ag;gLk; cw;gj;jpapd; jd;ik Mfpatw;iw nghWj;jjhFk;.

fPNo jug;gl;Ls;s ml;ltiz ,j;jifa NtWghLfis fhl;LfpwJ.

elj;ijapd; tif ,yj;jpudpay; tzpfk; ghuk;ghpa re;ij

jPu;khdk; Nkw;nfhs;sg;gLk; ,lk;

tpw;gidahsuJ tiyj;jsk;

tpw;gidahsuJ fl;llj;jpy; my;yJ njhiyNgrp Clhf

cw;gj;jp gad;gLj;jg;gLk; Kiw

,yj;jpudpay; tbtpy; (Mdhy; fl;lhakhdJ my;y) cUthf;fg;gLtjd; %yk; fzdp> kbf;fzpdp my;yJ jpwd;Ngrp %yk; gad;gLj;jg;gl KbAk;.

cw;gj;jp jpz;k tbtpy; fhzg;gLtjhy; ngsjpf uPjpahf gad;gLj;jg;gl KbAk;

cw;gj;jpapd; jd;ik

vz;zpay; tbtkhdjhf (,ir> tpisahl;L jutpwf;fq;fs;) Nghd;wjhf ,Uf;Fk;

CDs kw;Wk; DVD Kjypa ngsjPf cw;gj;jpfis cw;gj;jpfs;

jPu;khdj;ij Nkw;nfhs;Sk; jug;gpdu;

cw;gj;jpahsu;fSila nrhe;j fUtpfs; jutpwf;fk; nra;ag;gl;lhy; cw;gj;jpapd; ,Wjpg; gadhsuhf ,Uf;ff;$Lk;.

,Wjpg; ghtidahsu; my;yhj> NtW rpyUf;fhf nfhs;tdtpid Nkw;nfhs;Sk; jPu;khdk; Nkw;nfhs;gtuhf ,Uf;fyhk;.

jPh;khdk; Nkw;nfhs;Sk; fhyg;gFjp

cldbahd fhyk; (ngUk;ghYk; epkplq;fs; my;yJ kj;jpahdk;)

eLj;ju fhy my;yJ ePz;l fhyk; (jPu;khdj;ij vLj;Jf; nfhs;sg;gLk; mstpw;F ehl;fs; my;yJ mij tpl $Ljyhf)

Draft Version


174 CA Sri Lanka

6.2 fzf;fpay; kw;Wk; epjpj; njhopy;rhh; egh;fspdhy;

njhopy;El;gq;fs; vt;thW gad;gLj;jg;gl KbAk;?

tiy2.0 njhopy;El;gj;jpd; rpe;jidAld; epjpj;njhopy; rhu;e;jtu;fs; vz;zpay;

Mf;fg;gl;l thbf;ifahsu;fs; kw;Wk; mtu;fSila gof;ftof;fq;fs; kw;Wk;

Kd;Dupikfs; Mfpait tzpfk; jkJ gadhsu;fSf;F tpepNahfpf;Fk;

kw;Wk; njhlu;ghly; nra;Ak; tplaq;fspy; nry;thf;fpid nfhz;bUg;gjdhy;

mit njhlu;ghd Gupjiy nfhz;bUj;jy; mtu;fSila tfpghfj;jpy;

Kf;fpakhdjhFk;. gadu; cUthf;f cs;slf;fq;fs; kw;Wk; xUq;fpizg;G

njhlu;ghd Gjpa tpjpfs; kpfTk; tYkpf;f juT kw;Wk; jfty;fis Vw;gLj;jp

epjprhu; mf;fiw cs;s jug;gpdu; rpwe;j jPu;khdk; Nkw;nfhs;tjw;fhd

,aYikfis mDkjpf;Fk;.

Draft Version


CA Sri Lanka 175

tzpfj;jpd; Nghf;Ffs; r%f> murpay; kw;Wk; nghUshjhu khw;wq;fspdhy;

kw;Wk; r%fj;jpd; Nkk;ghLfspdhy; Vw;gLfpd;wJ. mj;jifa Nghf;Ffs;

tzpfk; tsu;r;rp kw;Wk; tpUj;jpailAk; tpjj;jpy; nry;thf;F nrYj;Jk;.

ghuk;gupa re;ijg; gug;ghdJ njhlu;Ggl;l Fztpay;Gfs; kw;Wk;

njhopw;ghLfis nfhz;l ,yj;jpudpay; re;ijg;gug;gpdhy; gjpyPL

nra;ag;gl;Ls;sJ. ,yj;jpud; re;ijg;gug;ghdJ urpfu; kd;wq;fs; Kjy;

nka;epfh; kPs;tpw;gidahsu;fs; tiu gue;Jgl;L> ,it midj;JNk

Efu;NthUf;F jdpj;Jtkhd njhpTfs; kw;Wk; ed;ikfis toq;Ffpd;wd.

,yj;jpudpay; tzpfj;jpidf; nfhz;L elhj;Jtjw;F gy;NtW topKiwfs;

fhzg;gLfpd;wd. ,tw;wpy; rpy %d;whk;jug;G tzpfg; gq;fhsu;fs; Clhf

nfhz;L elhj;jg;gLtjhFk;.

juT mfo;T kw;Wk; thbf;ifahsu; Ratpgug;gLj;jy; Kjypa eltbf;iffs;

Clhf ngw;Wf;nfhs;sg;gl;l juTfis ,izf;Fk; tifapy; epWtdq;fs;

juTg; gFg;gha;tpid Nkw;nfhs;Sjy; Ntz;Lk;. thbf;ifahsuJ elj;ij

Gupe;J nfhs;sg;gl;lJk;> tzpfk; thbf;ifahsUf;F rpwg;ghf Nrit toq;ff;

$bajhf ,Ug;gJld; njhopy;El;gj;jpid rPuhf;Ftjd;%yk; rpwg;ghd

tpisTfis cUthf;fp nfhs;s KbAk;.

tiy2.0 vd mwpag;gLk; njhopy;El;gkhdJ kpf mz;ikf; fhyq;fspy;

Efu;NthupilNa gutyhf guk;gy; mile;Js;sJ. tiy2.0 ,d; gpurpj;jk;

tsu;r;rp mila> Efu;Nthu; $Ljyhd mstpy; njhopy;El;gj;Jld; <LgLk;

topKiwfis ,e;epWtdq;fs; ftdpj;Js;sJld;> ,J Kf;fpakhd tzpf

jhf;fq;fisf; nfhz;bUf;Fk; vd;gjid czu;e;J nfhz;Ls;sd- Kf;fpakhf>

re;ijg;gLj;jy; kw;Wk; Gjpa nghUs; cUthf;fj je;jpNuhghaq;fs; njhlu;ghf.

epWtdq;fs; r%f Nghf;Ffs; kw;Wk; Efu;Nthu; elj;ijfs; njhlu;ghd

juTfis Gjpa cw;gj;jpfs; kw;Wk; Nritfis toq;Ftjd; %yk;

thbf;ifahsu; Njitfis epiwNtw;wTk;> Vw;fdNt cs;s nghUs;fs;

kw;Wk; Nritfs; njhlu;e;J thbf;ifahsu; Njitfisj; Jy;ypakhf jpUg;jp

nra;Ak; tifapy; khw;Wtjw;fhfg; gad;gLj;j KbAk;.

epWtdk; njhopw;gLk; R+oyhdJ mtu;fSf;F nrad;Kiwfs;> nraw;ghLfs;

epiwNtw;wg;gLk; Kiw> kw;Wk; mtu;fs; ePbj;J epiyg;gjw;Fk; tsu;r;rp

miltjw;fhd Nghl;b ed;ikfis gad;gLj;Jtjw;fhd ,aYik kPJ

nry;thf;Fr; nrYj;Jk;. je;jpNuhghaj; jPu;khdk; Nkw;nfhs;gtu;fs; kw;Wk;

jpl;lkplyhsh;fs; ,j; jhf;fq;fis ftdj;jpw; nfhs;tjd; %yk; rhj;jpakhd

kw;Wk; milaj;jf;f jpl;lq;fis cUthf;fp nfhs;th;.

mz;ikf; fhyq;fspy;> Gjpa ,izatop epWtdq;fspd; cUthf;fj;ij ehk;

fz;L tUfpd;Nwhk;. mtw;wpy; ngUk;ghyhdit kpf ,staJ

Kaw;rpahsu;fspdhy; njhopy;El;gj;jpd; mbg;gilapy; tzpf je;jpNuhghaj;ij

cUthf;fp ,af;fg;gLfpd;wd. ,e;j epWtdq;fs; thbf;ifahsu;fs; rpwe;j

tzpfj; njhlu;Gf;F Ratptug;gLj;jy; Kiwik njhlu;ghd gFg;gha;Tfspy;

tpNrl epGzj;Jtk; ngWfpd;wd.

thbf;ifahsu; elj;ijahdJ fhyj;Jf;F fhyk; jPu;khdk; Nkw;nfhs;Sk;

myFfshy; Fwpj;j xU toq;fypd; Efu;T njhlu;ghf Nkw;nfhs;sg;gLk;

jPu;khdq;fspd; xl;Lnkhj;j epiyikia gpujpgypf;fpwJ. ,yj;jpudpay; tzpfk;

njhlh;Ggl;l thbf;ifahsu;fs; elj;ijahdJ ghuk;gupa tzpfr; R+oypy;

thbf;ifahsu;fsJ elj;ijfspy; ,Ue;J NtWgLk;.

mj;jpahar; RUf;fk;

Draft Version


176 CA Sri Lanka

1 PEST gFg;gha;tpd; ehd;F %yf;$WfSk; mit?

2 UGC vd;gJ jdpj;Jtkhd Kiwapy; ngw;Wf;nfhs;sg;gl;l jfty; vdg;gLk;.

,f;$w;W rupahdjh jtwhdjh?

3 ,ilepiyahsh; ePf;fk; vd;why; vd;d?

4 Efu;Nthu; jhk; nfhs;tdT nra;a tpUk;Gk; nghUl;fisf; Fwpg;gpl;L> mjdbg;gilapy; cw;gj;jpahsu;fis Vyj;jpw;F miof;Fk; trjpapid toq;Fk; ,ilepiyahsu; ve;j tifiar; Nru;e;jtu;?

5 Tiy 2.0 njhopy;El;gk; njhlu;gpy;> $l;Lg; GydwpT vd;why; vd;d?Kd;Ndw;wg; ghPl;ir

Draft Version


CA Sri Lanka 177

1 murpay;> nghUspay;> r%f kw;Wk; njhopy;El;gk;

2 jtwhdJ. gadhsu; cUthf;f cs;slf;fk;

3 ,ilepiyahsu; ePf;fk; vd;gJ Kd;dhs; tsq;fs; rq;fpypapy; epWtdj;ijAk;

tUNthiuAk; njhlu;GgLj;jp ,ilepiy xUtiu ePf;Fk; nrad;KiwahFk;.

4 gpd;Gw Vyj;jsk; Efu;Nthu; jhk; nfhs;tdT nra;a tpUk;Gk; nghUl;fis

Fwpg;gpl;l> mjw;fhd cw;gj;jpahsu;fis ,lj;jpw;F tUkhW miof;Fk;

trjpapid toq;Fk;.

5 $l;Lg; GydwpT vd;gJ fl;likf;fg;gl;l kw;Wk; fl;likf;fg;glhj FO

xUq;fpizg;G MFk;. ,J kf;fSila mgpg;gpuhaq;fs; my;yJ elj;ijfis

xd;Wjpul;b mtu;fSila $l;Lj; jPu;khdk; Nkw;nfhs;sy; %yk; egu;fs;

fw;Wf; nfhs;tjw;F top tFf;Fk; Kiwikapid tptupf;Fk;.

Kd;Nd;Ndw;wg; ghPl;irf;fhd tpilfs;

Draft Version

,yj;jpudpay; tzpfg; gpuNahfq;fs;

mwpKfk;

Gjpa njhopy;El;gq;fspd; cUthf;fk; kw;Wk; ngUk; juT> tplaq;fspy; ,izak;>

,ae;jpu fw;wy; kw;Wk; r%f tiyj;jsq;fs; Mfpatw;wpd; Nkk;ghL Mfpatw;Wld;

epWtdq;fs; Kd;Nehf;fp ,j;jifa gFjpfspy; ,Ue;J $Ljyhd ed;ikfisg; ngw;Wf;

nfhs;s Kaw;rpf;fpd;wd. tzpfk; 4.0 ,id gpd;gw;Wgtu;fs; tpisthf vg;NghJNk

khwpf;nfhz;bUf;Fk; ,e;j njhopy;El;gq;fis tpsq;fpf; nfhz;L ntFkjpfisg;

ngw;Wf; nfhs;tJld;> ,j;jifa Gjpa njhopy;El;gq;fs; ghuk;gupa tzpf

nrad;Kiwfs; kPJ vj;jifa jhf;fj;ij nfhz;bUf;fpd;wJ vd;gij tpsq;fpf;

nfhs;thu;fs; Gjpa vz;zpay; cyfj;jpw;F Kw;WKOjhf khw;wk; miltjd; %yk;

mD$yq;fisg; ngw;Wf;nfhs;Sk;.

kdpjts Kfhikj;Jtk; kw;Wk; toq;fy; rq;fpyp Kfhikj;Jtk; Nghd;w tzpf

nrad;Kiwfs; njhlu;ghd Kw;WKOjhd Gupe;Jzu;it cWjp nra;tjd; %yk;

epWtdq;fs; njhopw;ghLfis xUq;fpizj;J mjd; %yk; mjpfupj;j ngWkjp

cUthf;fj;jpid Nkw;nfhs;fpd;wd. vdpDk;> ,yj;jpudpay; tzpfg; gpuNahfq;fspd;

eilKiwg;gLj;jYld; njhlu;Ggl;l gpur;ridfis epWtdq;fs; tpsq;fpf; nfhz;L

mtw;iw jLg;gjw;fhfTk; ,lu;fis Fiwj;Jf; nfhs;tjw;fhfTk; mtrpakhd

nraw;ghLfis Nkw;nfhs;Sjy; Ntz;Lk;.

mwpTf; $W

C tzpf je;jpNuhghak; kw;Wk; njhopy;El;gj;jpw;fhd mwpKfk; 3.2 ,yj;jpudpay; tzpfr;

#oy;

3.3.1 epWtdj;jpd; gpujhd tzpfr; nraw;ghLfs; ,ilapyhd xUq;fpizg;ig cWjp nra;tjw;fhf ,yj;jpudpay; tzpf mbg;gilfis gad;gLj;Jk; Kiwfis fye;JiuahLjy;

3.3.2 toq;fy; rq;fpyp Kfhikj;Jtk; %yk; ngWkjp cUthf;fj;jpw;fhd njhopy;El;gg; gpuNahfq;fis milahsk; fhZjy;

3.3.3 kdpj ts Kfhikj;Jtj;jpd; njhopy;El;g gpuNahfq;fs; kw;Wk; kdpjts cw;gj;jpj; jpwDf;fhd kdpjts gFg;gha;T Kiwg; gpuNahfq;fSf;fhd rhj;jpaq;fis Vw;gpirT nra;jy;

3.3.4 njhopw;ghl;L ngWNgw;iw Nkk;gLj;Jtjw;fhd njhopw;ghl;L Kfhikj;Jtj;jpd; gpuNahfq;fis milahsk; fhZjy;

3.3.5 ,yj;jpudpay; tzpf R+oypy; nfhLg;gdT jPu;TfSf;fhd khw;W nfhLg;gdT Kiwfs; kw;Wk; fl;lis epiwNtw;Wk; Mfptw;iw fye;JiuahLjy;.

3.3.6 ,yj;jpudpay; re;ijg;gLj;jy; kw;Wk; ghuk;gupa re;ijg;gLj;jy; Fztpay;Gfs; kw;Wk; gug;ngy;iy xg;gPL kw;Wk; NtWghL.

175

mj;jpahak;

Draft Version

BL8 | mj;jpahak; 8: ,yj;jpudpay; tzpf gpuNahfq;fs;

176 CA Sri Lanka

3.3.3 3.3.4

3.3.5 3.3.6

1.1 xUq;fpizj;jy; Kiwfs; epWtdk; njhopy;El;gj;ij xUq;fpizg;gjw;fhfTk; njhlu;GgLtjw;fhfTk;

njhopy;El;gj;ijg; gad;gLj;JtJ Kf;fpakhdjhFk;. ,J ,yj;jpudpay;

tzpfj;jpw;F Mjutspg;gjw;F mtrpakhdnjhd;whFk;.

,yj;jpudpay; tzpf xUq;fpizg;G gFjpapNy njhopy;El;gk;

gad;gLj;jg;gLtjw;fhd rpy cjhuzq;fisf; fPo;tUk; gFjpfs; Fwpj;Jf;

fhl;Lfpd;wd:

1 jdpegu; fzpdp (PC ) > ,iza ,izg;ghd; (modem) > jpirtp (router) > Nritf;fzdp (server)

2 kpd;dQ;ry; > ,izak; > tiynewpKiwfs; (web protocols) 3 tiyj;njhlu;Gj;jpwd; nkd;nghUs; (web connectivity software) > juTj;js

Kfhikj;Jt nkd;nghUs; (database management software) 4 nfhs;tdT tz;b nkd;nghUs; (shopping cart software) > fg;gw;gLj;jy;

jlq;fhzy; nkd;nghUs; (shipment tracking software)

mj;jpaha cs;slf;fq;fs; fw;wy; ntspg;ghL

1 ,-tzpf mbg;gilfis epWtd nraw;ghl;L KfhikapDs;

xUq;fpizj;jy;

3.3.1

2 toq;fy; rq;fpyp Kfhikapd; njhopy;El;gg; gpuNahfq;fs; (,-

nfhs;tdT Kiwik> toq;fy; rq;fpypj; jfty; Kiwik> Kjypad)

3.3.2

3 kdpjts Kfhik> kdpjtsg; gFg;gha;tpDs; njhopy;El;gg; gpuNahfk; 3.3.3

4 njhopw;ghl;L KfhikapDs;shd njhopy;El;gg; gpuNahfq;fs; (vspa

cw;gj;jpKiw> nkhj;jj; ju Kfhikj;Jtk;> tzpf nrad;Kiw

kPs;nghwpKiwahf;fk;)

3.3.4

5 ,-nfhLg;gdT Kiwik (nfhLg;gdTj; jPh;Tfs; kw;Wk; fl;lis

epiwNtw;wk;

3.3.5

6 ,yj;jpudpay; tzpfg; gpuNahfq;fsJ gpur;rpidfs; 3.3.6

1 ,-tzpf mbg;gilfis epWtd nraw;ghl;L Kfhikapy;

xUq;fpizj;jy;

,yj;jpudpay; tzpf mbg;gilfs; tzpfj;jpd; nraw;ghl;L Kfhikj;Jtj;jpDs;

xUq;fpizf;fg;gLjy; ve;j xU epWtdj;Jf;Fk; mtrpakhdnjhd;whFk;. ,jd;

%yk; jlq;fyw;w nray;Kiwfs;> rpwe;j gFg;gha;T ,aYikfs; kw;Wk;

tzpfk; KOtJkhd fl;GydhFk; jd;ik Mfpad cWjpg;gLj;jg;gLfpwJ.

Draft Version


CA Sri Lanka 177

Kiwikf; fl;likg;G vd;gJ nkd;nghUl;fs;> ve;jpu rhjdq;fs; kw;Wk;

fUkq;fs; Mfpad jfty; Kiwik xd;wpDs;Ns Fwpj;j tifahd nraw;ghL

xd;iw epiwNtw;Wtjw;fhf xUq;fpizf;fg;gl;Likia Fwpg;gJld;

nra;Kiwfis xUq;fpizg;gjw;fhfTk; njhlu;GgLj;Jtjw;fhfTk;

njhopy;El;gj;ij vt;thW gad;gLj;j KbAk; vd fye;JiuahLk; NghJ ,J

Kf;fpakhdjhFk;.

Chaffey (2007) mtu;fSila Ma;tpd; gbahd fPNo jug;gl;Ls;s

ml;ltizahdJ ,yj;jpudpay; tzpf cl;fl;likg;gpd; %yf;$Wfs; xd;Wld;

xd;W vt;thW njhlu;G gLfpd;wd vd;gij fhl;LfpwJ. mit njspthf

tiuaWf;fg;gl;l ,ilj;njhlu;Gfshf xt;nthU gilfSf;F ,ilapYk;

gfpug;gl;l gilfshf fhl;lg;glyhk;.

,yj;jpud;

tzpfg;

nghwpaikg;G

cl;fl;likg;G gq;Fgw;Wdh;fs;

,yj;jpudpay; tzpf Nritfs;- gpuNahf gil E-business services – application layer

,yj;jpudpay; tu;j;jfk;

nkd;nghUs; Kiwik

thbf;ifahsu; cwTKiw

Kfhikj;Jt Kiwik

nraw;jpwd; Nkk;ghL

tsq;fy; rq;fpyp

Kfhikj;Jtk;> juT mfo;jy;

kw;Wk; cs;slf;f

Kfhikj;Jt Kiwikfs;.

Microsoft, IBM, Ariba, BroadVision PeopleSoft, Siebel Akamai

Kiwik

nkd;nghUs; gil Systems software layer

,iza cyhtp> njhopw;ghl;L Kiwikfs;> Nritf;fzdp nkd;nghUs; kw;Wk; epakq;fs;> tiyaikg;G nkd;nghUs; kw;Wk; juTj;js Kfhikj;Jt Kiwikfs;.

Microsoft, Sun, Linux Oracle, Sybase, IBM, Microsoft. Verisign, Checkpoint

Nghf;Ftuj;J

my;yJ

tiyaikg;G

gil Transport or network layer

FwpaPlhf;fy; nkd;nghUs;

Nritf; fzdpfs;

ngsjpf tiyaikg;G-

jpirtpfs; kw;Wk;

Nghf;Ftuj;J epakq;fs;

(TCP/IP)

IBM, Dell, Sun Cisco, Lucent

fsQ;rpag;gLj;jy;

my;yJ ngsjPfg;

gil Storage/physical layer

tiy Nritf; fzdpfSf;fhd epue;ju fhe;j Nrkpg;gfk;.

xsp tbt jfty; gpw;fhg;G

jw;fhypf Nrkpg;gfk; (RAM)

N/A

Draft Version


178 CA Sri Lanka

cs;slf;fk; my;yJ

juT gil

Content and data layer

,izaj;Jf;fhd tiy

cs;slf;fk;> mf

,izak; kw;Wk; gpw

,izaj; jsq;fs;.

thbf;ifahsu;fsJ

juTfs;

nfhLf;fy; thq;fy;

juTfs;

nfhLg;gdT Kiwikfs;

Clf jPu;Tfis

Vw;gLj;jy;

njhFj;jy; Nritfs;

PayPal, Microsoft, Real Networks, Apple IBM, webIntellects

gpuNahfg; gilahdJ NtWgl;l tifahd thbf;ifahsu;fSf;fhd NtWgl;l

foptPl;Lj; je;jpNuhghaj;jpd; mbg;gilapy; tpiyapliyj; jPu;khdpg;gjw;fhf

tzpf tpjpfis gad;gLj;Jk;.

juTg; gilahdJ epWtd mstpy; gue;j juTj;jsk; xd;wpypUe;J tpiy kw;Wk;

nghUs; tpguk; Kjypa jfty;fis gpupj;njLf;Fk;.

,yj;jpudpay; tzpf njhopw;ghLfspd; xUq;fpizg;ghsu; xt;nthU Kf;fpa

tzpfg; gug;GfsJ njhopw;ghLfSk; ,yj;jpudpay; tzpfj;jpw;fhd

xUq;fpize;j mZFKiwapidf; nfhz;L ,Ug;gjid cWjp nra;tjd; %yk;

milag;gl KbAk;.

re;ijg;gLj;jy; %yf;$whdJ ,uz;L NtWgl;l njhopw;ghLfshfg; gpupf;fg;gl

KbAk;. mjpy; xd;W gupkhw;wq;fis trjp mspg;gjw;Fk; epiwNtw;Wtjw;fhd

topKiwfis toq;Fk; kdpj njhopw;ghLfs; MFk;. MfNt mJ tzpfj;jpd;

xl;Lnkhj;j eltbf;ifg; gug;gpidAk; cs;slf;FfpwJ. re;ijg;gLj;jypd;

kw;iwa tifahdJ thbf;ifahsu;fsJ Njitg;ghLfis tpidj;jpwd; kw;Wk;

,yhgj;jd;ik kpf;f tifapy; ,dq;fz;L> vjpu;T$WtJld; njhlu;G gLfpwJ.

njhopy;El;gj;jpd; tpisT

cw;gj;jpfis re;ijg;gLj;jypd; midj;J mk;rq;fSNk njhopy;El;g tpUj;jp>

kpf tpNrlkhf GydwpTkpf;f Kiwikfspdhy; mjpfupj;jstpy; jhf;fk;

milfpd;wd. cjhuzkhf> tpkhdg; gazq;fis re;ijg;gLj;Jk; NghJ>

thbf;ifahsu; ,iza topapyhd gjpT nra;Ak; Kiwik gad;gLj;Jk;NghJ

Neu fhyg;gFjpia fUj;jpy;nfhz;L xU GydwpT kpf;f Kiwikapd; Clhf

re;ijg;gLj;jy; fyit Mfpa tpiyapd; mk;rkhdJ rPuhf;fg;gl KbAk;.

vjpu;T$wg;gl;l Nfs;tp mbg;gilapy; tpiyfs; mike;Js;sJld; $Ljyhd

Mrdq;fs; gjpT nra;ag;gLk;NghJ tpiyfs; mjpfupf;Fk; tifapy; my;yJ

tpkhd gazj;jpw;fhd fhyk; neUq;fp tUk;NghJ tpiyfs; mjpfupf;f jf;f

tifapy; Kiwikg;gLj;jg;gl;bUf;Fk;. MfNt> mtu;fs; gjpT nra;Ak; tpkhd

gazj;jpw;fhd fhyk; neUf;fkhdjhf ,Uf;Fk;NghJ mtu;fs; nrYj;j

Ntz;ba tpiy mjpfkhdjhf fhzg;gLk;.

1 nfhs;tdT

kpfTk; rhj;jpakhd cupikf;fhd nkhj;jf; fpuaj;jpy; rhpahd msT kw;Wk;

rhpahd juj;jpy;> rupahd Neuj;jpy; rupahd ,lj;jpy; rupahd topKiwfs;

%yk; tzpfj;jpd; Neubg; gad;ghl;bid ngw;Wf;nfhs;Sk; tifapy;

nghUl;fs; my;yJ Nritfis ifafg;gLj;Jk; nrad;Kiw.

Draft Version


CA Sri Lanka 179


nghUl;fs; kw;Wk; Nritfspd; cw;gj;jp kw;Wk; tpepNahfj;ij

fl;Lg;gLj;Jtjw;Fk; fz;fhzpg;gjw;Fk; jd;dpaf;fkhdJ gad;gLj;jg;

glyhk;. cjhuzkhf> kPz;nlOk; fUkq;fspy; kdpju;fSf;F gjpyhf

NuhNghit gad;gLj;Jtjd; %yk; gy Mz;Lfshf Nkhl;lhu; fhu;

cw;gj;jpj;Jiw ed;ikfis mile;J tUfpwJ.

,yj;jpudpay; nfhs;tdthdJ toq;FdUldhd jlq;fyw;w

,ilj;njhlu;G kw;Wk; nfhs;tdT Kjy; nfhLg;gdT tiuapyhd

njhopw;ghLfs; midj;Jk; chpatifapy; ,lk; ngWtjw;F cjtp

nra;fpwJ.

2 kdpj ts Kfhikj;Jtk;

tzpfj;jpd; Njitg;ghLfSf;F ,zf;fkhd tifapy;> R+oYf;F Jyq;fy;

mspf;ff;$bajhf gaDWjpkpf;f Ntiyg;gilapid cUthf;fp>

tpUj;jpnra;J NgZk; nrad;Kiw.


GydwpTkpf;f Kiwikfs; kw;Wk; nraw;if Ez;zwpT Mfpad kdpjts

Kiwikfspy; gad;gLj;jg;gl Muk;gpj;Js;sd. cjhuzkhf> Ntiy

tpz;zg;gjhupfsJ jpiuaply; nrad;Kiwf;fhd Neuj;jpid Fiwj;J

tpz;zg;gjhupapd; Fwpj;j gjtpepiyf;F nghUj;jkhd jd;ikapid

kjpg;gPLnra;a Ml;Nru;g;ghsUf;F cjtp Guptjw;fhf Muk;g jpiuaply;

nrad;Kiw Nkw;nfhs;sg;gLfpwJ.

2.1 toq;fy; rq;fpyp Kfhikj;Jtj;jpd; %yf;$Wfs; toq;fy; rq;fpyp vd;gJ NtWgl;l nrad;Kiwfs; kw;Wk; eltbf;iffspy;

<Lgl;L ,Wjp Efu;NthUf;F ngWkjpia cUthf;Ftjw;fhf %yg;nghUl;fis

KbTg; nghUl;fs; kw;Wk; Nritfshf epiykhw;wk; nra;Ak; tiyaikg;G

MFk;.

epWtdnkhd;W jkJ toq;fy; rq;fpypapy; fl;Lg;ghl;bidf; nfhz;bUf;ff;$ba

ehd;F gFjpfs; fhzg;gLfpd;wd: • mjd; toq;Fdu;fSldhd cwT Kiw

• mjd; toq;Fdh;fSldhd njhlu;G Kfg;G: cs;sf xOq;fikg;Gk; kw;Wk; fsQ;rpa Kfhikj;Jtk;

• mjd; thbf;ifahsu;fSldhd cwT Kiw

• mjd; thbf;ifahsu;fs; cldhd njhlu;G Kfg;G: fsQ;rpa Kfhikj;Jtk; kw;Wk; ntspthup xOq;fikg;G

toq;fy; rq;fpyp Kfhikj;JtkhdJ toq;fy; rq;fpypapd; epWtdk; fl;Lg;ghL

my;yJ nry;thf;fpid itj;jpUf;Fk; gFjpfs; njhlu;Ggl;l %yf;$Wfis

Kfhik nra;Ak; nrad;Kiwia Fwpf;Fk;. ,yj;jpudpay; nfhs;tdT

cs;slq;fyhd vz;zpay; mk;rq;fs; njhlu;Ggl;l toq;fy; rq;fpypapyhd

njhopEl;gj;jpd; gad;ghL mjd; njhopw;ghLfspd; KOikahd fl;Gyj;

jd;ikapid cWjp nra;tjw;F mtrpakhdjhFk;.

2 toq;fy; rq;fpyp Kfhikapd; njhopEl;gg; gpuNahfq;fs; (,-nfhs;tdT Kiwik> toq;fy; rq;fpypj;jfty; Kiwik> Kjypad)

Draft Version


180 CA Sri Lanka

toq;fy; rq;fpypahdJ %yg;nghUs; cw;gj;jpahsu;fs; Kjy; ,Wjpg;

nghUl;fSf;fhd thbf;ifahsu; tiu gha;r;ryiltJld; ngUk;ghyhd

epWtdq;fs; (rpy;yiw tzpf epWtdq;fis jtpu) rq;fpypapd; ,ilepiyfspy;

fhzg;gLgit MFk;.

• tsq;fs; rq;fpypad; “Nky;Nehf;fpa eltbf;iffs;" (upstream activities) vd;gJ toq;fy; rq;fpypapd; Kd;ida gFjpfspyhd epWtdq;fspd;

eltbf;iffshFk;. epWtdnkhd;wpd; toq;Fdu;fs; mjd; toq;fy;

rq;fpypapd; Nky;Nehf;fpa eltbf;iffshFk;.

• “fPo;Nehf;fpa eltbf;iffs;" (Downstream activities) vd;gJ toq;fy;

rq;fpypapd; gpw;gFjpapy; Vw;gLk; ,Wjp Efh;NthUf;F nghUl;fis tpw;gJld;

KbtilAk; eltbf;iffisf; Fwpg;gpLk;. epWtdk; xd;wpd;

thbf;ifahsu;fs; mjd; toq;fy; rq;fpypapy; fPo;Nehf;fpa

eltbf;iffshFk;.

3 toq;fy; rq;fpypapy; ngWkjpapid cUthf;Fjy;

ngWkjpahdJ gpd;tUk; topKiwfspy; VNjDk; xd;wpd; %yk; cUthf;fg;glyhk;: • nryTfis Fiwj;jy; • cw;gj;jpfSf;F $Ljyhd tpiyfis nrYj;Jtjw;F thbf;ifahsu;fis

epahag;gLj;jy; • mjpf mstpy; tpw;gid nra;jy; • kpfTk; ,yhgfukhf cw;gj;jpr; Nru;f;iffis tpw;gid nra;jy;

toq;fy; rq;fpyp Clhf ngWkjpapid cUthf;Fjy; gpd;tUk; ehd;F topfspy; rhj;jpakhdjhFk;:

• nghWg;Glik jd;ik (Responsiveness)

epWtdk; jdJ thbf;ifahsu;fSf;F kpf tpiuthf toq;fy; nra;af;$ba

,aYik.

• ek;gfj;jd;ik (Reliability)

toq;fy; rq;fpyp Clhd tpepNahfq;fs; Neufhyj;jd;ik> juk; kw;Wk; msT

njhlu;ghf ek;gfkhditahf ,Uj;jy; Ntz;Lk;.

• cwT Kiwfs; (Relationships) nghWg;Glik jd;ik kw;Wk; ek;gfj;jd;ik Mfpatw;Wf;fhd Njit vd;gJ epWtdk; jkJ thbf;ifahsu;fs; kw;Wk; toq;Feu;fSld; ek;gpf;if kw;Wk; gu];gu Gupe;Jzu;T Mfpatw;wpd; ngaupyhd gykhd cwTKiwapid cUthf;fpf;nfhs;s KbAk; vd;gjhFk;. toq;fy; rq;fpyp vd;gJ xUq;fpizg;G kw;Wk; nghJehl;lk; Mfpait ,ize;j xU tiyaikg;ghf Nehf;fg; glyhk;.

• cs;sf njhopw;ghl;L nrad;Kiwfspy; tpidj;jpwid Kfhik nra;jy;.

fsQ;rpaq;fs; kw;Wk; fsQ;rpaj; njhopw;ghLfspy; tpidj;jpwid

Nkk;gLj;Jtjd; %yKk; Kfhikj;Jtk; ngWkjpia cUthf;fpf;

nfhs;sKbAk;.

NtWgl;l jfty;njhopy;El;g gpuNahfq;fs; rq;fpyp nrad;Kiwapid

Nkk;gLj;Jtjw;fhf gad;gLj;jg;gLk; KbAk;. ,it gpujhdkhf fPNo vq;fis

Fiwg;gJld; tpidj;jpwid Nkk;gLj;Jtjw;fhf gad;gLj;jg;gLk;>

Draft Version


CA Sri Lanka 181

gpuNahfk;

,izak; ,izakhdJ nghUl;fs; njhlu;ghd toq;Fdu;fsplk;

miktplg;gLj;jTk; ,izatopapy; fl;lisfis

Nkw;nfhs;tjw;Fkhd Kiwahf gad;gLj;jg;gLk;. ,izatop

nfhs;tdT my;yJ tzpfq;fs; kw;Wk; Efu;NthUf;F fpilf;f

jf;fjhf fhzg;gLfpwJ vd;gij epidtpy; nfhs;tJ

mtrpakhdJ. xNu tpjkhd nghUSf;F gy;NtW toq;Fdu;fs;

fhzg;gLk; NghJ nfhs;tdthsu;fs; jkf;F Njitahd

nghUl;fs; vq;fpUf;fpd;wd vd;gij milahsk; fz;L rpwe;j

tpiyapidg; ngw;Wf; nfhs;s cjTk;. mf ,izak; mf ,izak; vd;gJ gadhsu;fSf;F ,iza trjpAld;

njhlu;GgLj;jg;gl;l tifapy; epWtdk; xd;wpy; cs;s jfty;

njhopy;El;g tiyaikg;G MFk; vd rpe;jpj;Jf; nfhs;tJ gad;

kpf;fjhFk;. Mf ,izakhdJ ,izaj;jsk; NghyNt

ntspthup toq;Fdu;fsplkpUe;J nfhs;tdT nra;tjw;fhd

ed;ikfis nfhz;Ls;sJ. mj;Jld; ,J rpy Nkyjpf

mD$yq;fisAk; nfhz;bUf;fpwJ: • mf ,izakhdJ Njitahd nghUl;fspid

epWtdj;jpDs;Ns fl;lisapLtjw;F gad;gLj;jg;gLk;>

cjhuzkhf epWtdj;jpd; nfhs;tdT gpupTf;F nfhs;tdT

Nfhupf;iffis rku;g;gpf;f KbAk;. • ,izaj; njhlu;G %yk; epWtdj;jpd; mf ,izaj;jpw;F

ntspthup toq;Fdu;fSf;F mDkjp toq;fg;glyhk;. mjd;

Clhf toq;Fdu;fs; jkf;fhd vjpu;fhy fl;lisfis

mwpe;Jnfhs;tjw;fhf epWtdj;jpd; cw;gj;jp ml;ltizfis

fz;fhzpf;f KbAk;. Mf ,izak; toq;Fdu;fsplk;

fl;lisfis Nkw;nfhs;tjw;Fk; gad;gLj;jg;glyhk;.

,yj;jpudpay;

juTg;

ghpkhw;wk;

,yj;jpudpay; juT gupkhw;wk; epWtdq;fs; jkJ toq;Fdu;fs;

my;yJ thbf;ifahsu;fSld; ,yj;jpudpay; tbtpy;

fl;lisfis toq;Ftjw;Fk; nghUl;fisg; ngwTk;

mtw;Wf;fhd nfhLg;gdit toq;fTk; gad;gLj;jyhk;.

,yj;jpudpay; juT gupkhw;wk; njhlu;ghd tplaq;fs; ,t;

mj;jpahaj;jpd; gpd;du; tUk; gFjpfspy; fw;Wf;nfhs;s KbAk;

thndhyp kPbwd;

mwpfUtp (RFID) thndhyp kPbwd; mwpfUtpahdJ nghUl;fis milahsk;

fz;L nfhs;tjw;fhd jd;dpaf;fkhd Kiw MFk;. nghUs;

ifahsypy;> nghUl;fs; tpepNahfpf;fg;gl;L nfhz;bUf;Fk;NghJ

my;yJ kpfg; nghJthf toq;Fdu;fsplkpUe;J fsQ;rpaj;Jf;F

ngwg;gLk;NghJ nghUl;fs; njhlu;ghd tplaq;fis

jd;dpaf;fkhf milahsk; fz;L nfhs;tjw;fhf ,J

gad;gLj;jg;gLk;. thndhyp kPbwd; mwpfUtp njhlu;ghd

tpguq;fs; ,t; ,j;jpahaj;jpd; gpw;gFjpapy; fw;gpf;fg;gLk;.

Draft Version


182 CA Sri Lanka

3.1 ,yj;jpudpay; juT gupkhw;wk; (EDI) ,yj;jpudpay; juT gupkhw;wk; 1996 ,y; If;fpa mnkupf;fhtpd; epakq;fs; kw;Wk;

njhopy;El;gj;jpw;fhd Njrpa epWtfj;jpdhy; “epjp rhu;e;j rhjdq;fs; jtpu;e;j Vida jfty;fis gpujpepjpj;Jtk; nra;Ak; ,Wf;fkhf fl;likf;fg;gl;l

nra;jpfs; fzpdpfspilNa gupkhwg;gLjy;" vd tiutpyf;fzk;

nra;ag;gl;Ls;sJ. ,yj;jpudpay; juT gupkhw;wkhdJ> cUthf;Fjy; kw;Wk;

ngWdu; vd;Dk; ,Ujug;gpdupilNa njhlu;r;rpahd nra;jpfis gupkhWtJld;

njhlu;GgLfpwJ. Mtzq;fis gpujpepjpj;Jtg;gLj;Jk; fl;likf;fg;gl;l juT

cUthf;Fdup,ypUe;J ngWdh; Nehf;fp njhiyj;njhlu;ghly; my;yJ ngsjPf

uPjpahd ,yj;jpudpay; Nrkpg;gf Clfj;jpd; %yk; khw;wg;gLk;.

,yj;jpudpay; juT gupkhw;wkhdJ ,zq;fg;gl;l nra;jp epakq;fs; kdpj

jiyaPL ,d;wp xU fzpdpapypUe;J kw;nwhU fzpdpf;F fl;likf;fg;gl;l juT

tbtj;jpy; khw;wg;gLtjhFk;.

toq;Fdu; my;yJ thbf;ifahsiu ,izaj;jpid mZf mDkjpg;gJ

Nghyd;wp> ,yj;jpudpay; juT gupkhw;wkhdJ ,uz;L jdpj;jdpahd fzpdp

Kiwikfs; fhzg;gl me;j xt;nthU KiwAk; kw;iwaJld; njhlu;ghly;

nra;J nfhs;tdT fl;lis Kjypa Mtzq;fis khw;Wk; KiwahFk;.

,yj;jpudpay; juT gupkhw;w nra;jpfs; fl;lisfspd; Kd;Ndw;w epiyikia

jlq;fhzg; gad;gLj;jg;gLk;.

jfty;fs; gupkhw;wj;ij fzpdpkag;gad;gLj;Jtjd; %yk;> ,yj;jpudpay; juTg;

gupkhw;wkhdJ fl;lisr; nrad;Kiwapidj; jd;dpaf;fkhf;fp> ,e;j Kiwfspy;

kdpj jtWfs; Vw;gLtjw;fhd re;ju;g;gj;ij Fiwf;fpwJ.

3.2 thndhyp kPbwd; milahsk; fhzy; njhopy;El;gk; (RFID) thndhyp kPbwd; Fwpfhl;b vd;gJ topapy; cs;s nghUl;fs; Kjypa

cUg;gbfis milahsk; fhz;gjw;fhd jd;dpaf;f Kiw MFk;.

xU thndhyp kPbwd; mwpfUtp gpd;tUk; %d;W Kiwikfis nfhz;bUf;Fk;.

(a) xU RFID gl;b. ,J nghUl;fs; kPJ nghUj;jg;gl;L ,Uf;Fk; xU ,yj;jpudpay; gl;b MFk;.

(b) RFID thrpj;jwp fUtp. ,J gl;bapy; cs;s jfty;fis thrpj;J mwpaf;$ba ifapy; vLj;Jr; nry;yf;$ba xU fUtpahFk;. ,J gl;bapypUe;J thndhyp miytupirfs; %yk; njhiyj;njhlu;ghly; nra;Ak;.

(c) gpw;Gyj; jfty; njhopy;El;g Kiwik> thrpj;jwp fUtpapdhy; ifg;gw;wg;gl;l jfty;fis tpahf;fpahdk; nra;Ak;. ,J thndhyp kPbwd; mwpfUtp %yk; milahs ,yf;fj;jpid juTj;jsj;jpd; gjpTfSld; njhlu;GgLj;jp> mJ ,izf;fg;gl;Ls;s nghUs; njhlu;ghd jfty;fis ngw;Wf;nfhs;Sk;.

thndhyp kPbwd; mwpfUtpahdJ gl;ilf;Fwp thrpg;ghDld; rpy xj;j

,ay;Gfis nfhz;bUf;fpd;wJ. ,U njhopy;El;gq;fSk; FwpaPLfis

gad;gLj;JtJld;> me;jf; FwpaPLfis thrpj;J mwpe;J fpilf;fg; ngw;Ws;s

jfty; njhopy;El;g KiwAld; milahs ,yf;fq;fis thrpj;J nghUl;fs;

njhlu;ghd jfty;fis juTj;js Kiwikapid gad;gLj;jp ngw;Wf;

Draft Version


CA Sri Lanka 183

nfhs;fpd;wJ.

thndhyp kPbwd; mwpfUtp gl;ilf;Fwp thrpg;ghdpYk; ghu;f;f rpy Nkk;gl;l

mD$yq;fis nfhz;Ls;sJ.

• gl;ilf;FwpaPL kw;Wk; thndhyp kPbad; thrpj;jwp fUjp Mfpatw;Wf;fpilNa

Neubahd fl;Gyj; njhlu;G mtrpakpy;iy. xU thndhyp kPbwd;

thrpj;jwpfUtpahdJ gl;bia Neubahfg; ghu;itaplhJ jfty;fis

ngw;Wf;nfhs;Sk;.

• nghUl;fspd; tiffis milahsk; fhz;gjw;F gjpyhf> jdpj;jdpahd

nghUl;fis milahsk; fhzg;gLk;. NtW nrhw;fspy; $wpdhy;> thndhyp

kPbwd; mwpfUtpfs; jdpj;jdpahf nghUl;fs; kPJ gl;bapLtjw;fhf

gad;gLj;jg;glyhk;.

• xNunahU jlit Nrhjid nra;tjd; %yk;> gy;NtW cUg;gbfis thrpj;J

mwpa KbAk;.

• nraw;jpwd; tha;e;j gl;bfs; kpfj; njhiythd ,lq;fspypUe;Jk; thrpj;J

mwpag;gl KbAk;.

• tiuaiwaw;w gl;bfs; MAl;fhyk; tiuaWf;fg;glhjit

thndhyp kPbwd; thrpj;jwpfUtp gl;baplg;gLk; kl;lq;fs; nghUs; ifahSjy;> thndhyp kPbwd; mwpfUtp gl;bay;> %d;W kl;lq;fspy; Vw;glyhk;.

(a) thndhyp kPbwd; mwpfUtpahdJ> thbf;ifahsUf;F toq;fg;gLk;

nghUl;fspd; nghjpj;njhFjp kPJ gl;baplg;glyhk;. nghUl; njhFjpahdJ

fg;gypy; Vw;Wtjw;F jahuhFk; NghJ> milahsf; FwpaPL gl;bahdJ

epfo;r;rpj; jpl;lkplg;gLk;. ,e;jg; gl;bapd; milahsf; FwpaPL xU

nfhs;tdTf; fl;lisAld; ,izf;fg;gl;L me;jg; nghjpj; njhFjpapYs;s

nghUl;fs; gl;bayplg;gLk;. fg;gy; tpepNahf miktplj;jpy;> me;jg;

gl;;bapDila milahsf; FwpaPL nghjpj; njhFjp njhlu;ghd jfty;fis

nfhz;bUf;Fk; juTj;jsj;Jld; njhlu;GgLj;jg;gLk;.

(b) mNjNghy> thndhyp kPbwd; Fwpfhl;bfs; milahsf; FwpaPLfs;

nghUl;fspd; $ilfs; kPJ gl;baplg;glyhk;. nghjpj;njhFjp kPJ

gl;baplg;gLtJ NghyNt> $ilfs; kPJ gl;baplg;gl;L gl;bahdJ

nfhs;tdTf; fl;lis kw;Wk; ,Ug;Gj; jfty;fSld; njhlu;GgLj;jg;gLk;.

$ilfisg; gl;bapLjy; ghhpa nghjpj;njhFjpfis gl;baypLtJ ghu;f;f

$Ljyhd jfty;fis ngw;Wf;nfhs;s cjTk;. ,J $ilfspd;

vz;zpf;ifia jd;dpaf;fkhf rupghu;g;gjd; %yk; Copa Neuj;jpid

Fiwg;gJld;> tpepNahfpf;fg;gl;l my;yJ ngw;Wf; nfhs;sg;gl;l $ilfspy;

vz;zpf;ifia kPsTk; vz;Zk; Ntiyapidj; jtpu;f;fpwJ.

(c) thndhyp kPbwd;Fwpfhl;bfs; jdpj;jdpahd nghUl;fSf;F gad;gLj;jg;

glyhk;. mit me;j xt;nthU nghUl;fspd; kPJk; nghUj;jg;gLk;.

jdpj;jdpahd nghUl;fSf;F nghUj;JtjhdJ ghupa ngWkjpAila

nghUl;fis cw;gj;jp nra;Ak; epWtdq;fSf;F khj;jpuNk fpua

tpidj;jpwd; tha;e;jjhf ,Uf;Fk;. rpy;yiw tpahghu epWtdq;fs;

nghUl;fs; fsQ;rpaj;jpypUe;J fsthlg;gLtjid jLg;gjd; %yk; ,e;j

topapy; fpuaq;fis Fiwj;Jf;nfhs;s KbAk;.

Draft Version


184 CA Sri Lanka

3.3 ,yj;jpudpay; nfhs;tdT ,yj;jpudpay; nfhs;tdT vd;gJ ,yj;jpudpay; juT gupkhw;wk; Nghd;w

tiyaikg;G Kiwfs; kw;Wk; ,izaj;jpD}lhf nghUl;fspd; toq;fy;fs;

kw;Wk; Nritfisg; ngw;Wf; nfhs;Sk; xU nghJthdtif MFk;. ,J

fl;lisfs; ,yj;jpudpay; Kiwapy; toq;fg;glf;$ba xU ghJfhg;ghd

tiyj;jsj;jpd; %yk; Vw;gLj;jg;gLk;.

ghuk;gupa uPjpahf> ,yj;jpudpay; nfhs;tdthdJ xU vspikahd nrad;Kiwahf gpd;tUtdtw;iw cs;slf;fpaJ.

1 VNjDk; nfhs;tdTfis Nkw;nfhs;tjw;fhd Njitg;ghl;bid milahsk; fhZjy;.

2 toq;FdUld; ,yj;jpudpay; tbtpyhd nfhs;tdTf; fl;lisapid toq;Fjy;.

3 ,yj;jpudpay; tq;fpf; nfhLg;gdT Kiw xd;wpd; Clhf fl;lisf;fhd nfhLg;gdTfis Nkw;nfhs;Sjy;.

nfhs;tdT nra;jy;> Nghf;Ftuj;J> nghUl;fisg; ngw;Wf; nfhs;Sjy; kw;Wk;

fsQ;rpag;gLj;jy; Kjypa nfhLf;fy; thq;fy;fs; xl;Lnkhj;jkhd ,yj;jpudpay;

nfhs;tdT njhopw;ghl;L gFjpfs; khj;jpuNk MFk;. Kiwahf

eilKiwg;gLj;jg;gl;l ,yj;jpudpay; KiwikahdJ epWtdq;fs; kw;Wk;

mtw;wpd; tzpf nrad;KiwfSld; Neubahf toq;Feiu njhlu;GgLj;jp

mtu;fSf;F ,ilNaahd njhlu;Gfis Kiwahf Kfhik nra;Ak;. ,J

njhlu;G tptuq;fs;> tpiyNfhuy;fs;> tpdhf;fs; kw;Wk; tpilfs; kw;Wk;

Kd;ida tpiyaply; Kjypatw;wpy; Kfhik nra;Ak;. ,J Nritfs; tpepNahfpf;fg;gLk;Nghjhd KOikahd nfhs;tdT fyit>

my;yJ nfhs;tdTf;fhd Ie;J cupikfs; kPJ ftdj;ij nfhz;bUf;Fk;:

• rupahd Neuj;jpy; • rupahd mstpy;

• rupahd juj;jpy; • rupahd tpiyapy;

• rupahd toq;FduplkpUe;J

,yj;jpudpay; nfhs;tdT tiyj;jsq;fs; ,yj;jpudpay; nfhs;tdT tiyj;jsk; gjpT nra;ag;gl;l kw;Wk; mDkjpf;fg;gl;l gadhsu;fs; xU flTr;nrhy;iy gad;gLj;jp cs; Eioa mDkjpf;Fk;. toq;Fdu; jsj;ij cUthf;fp> nfhs;tdthsu; cs;Eioe;jJk; mtu;fis milahsk; fz;L nfhs;tu;. gpd;du; nfhs;tdthsu; tof;fkhf nfhs;tdT nra;Ak; cUg;gbfspy; gl;baiy mJ fhl;Lk;. ,J Njitahd nghUl;fisj; NjLk; nraw;ghl;il kw;Wk; kPsTk; nfhs;tdthsUila ngau;> Kftup> tpepNahf tptuq;fs; Nghd;wtw;wpid cs;sPL nra;tjid jtpu;f;fpwJ. ,e;j mZFKiwapd; mbg;gilapy;> nfhs;tdT kw;Wk; tpw;gidahsu;fs; jkJ tpiyfis Fwpg;gplyhk; my;yJ tpiyNfhuy;fis Nfl;fyhk;. mjd; gpd;du; nfhLf;fy;thq;fy;fs; cUthf;fg;gl;l epiwNtw;wg;glyhk;.

Draft Version


CA Sri Lanka 185

,yj;jpudpay; nfhs;tdtpd; mD$yq;fs;

fpuak; Fiwf;fg;gly;

nrad;Kiw tpidjpwd;> nghUl;fs; NritfSf;fhd cz;ikahd fpuaj;ij Fiwj;jy;> Fiwf;fg;gl;l nfhs;tdT Kftu; Nke;jiy nrytpdq;fs; Kjypatw;iw ,J cs;slf;fyhk;.

Fiwe;j ,Ug;G

kl;lq;fs; fl;lisfisapLtJk; nrad;Kiwg;gLj;JtJk; fpuak; Fiwthf fhzg;gLtjhy;> epWtdq;fs; $Ljyhd fl;lisfis Nkw;nfhs;sf; $bajhf fhzg;gLtJld;> Fiwe;j ,Ug;G kl;lq;fis vg;NghJk; Ngzf;$Lk;.

fl;Lg;ghL

gFjpfs; kw;Wk; ,Ug;Gfis gaDWjp tha;e;j Kiwapy; fl;Lg;gLj;jf; $bajhf ,Uf;Fk;. mj;Jld; ,yj;jpudpay; nfhs;tdT nrad;KiwkPJ $Ljyhd epjprhu; ntspg;gilj; jd;ik kw;Wk; nghWg;Gf;$Wk; jd;ikapid ntspg;gLj;JfpwJ.

gue;jsT

toq;Fdh;fspd;

njhpT

Nfhl;ghl;L uPjpahf> cyfpy; vg;gFjpapy; ,Uf;Fk; toq;Fduplk; ,Ue;Jk; nghUl;fis nfhs;tdT nra;af;$bajhf ,Ug;gjdhy;> epWtdk; cs;ehl;L toq;Fdu;fs; khj;jpuk; fUj;jpy; nfhs;tjdhy; ngw;Wf; nfhs;sf;$ba tpiyfis tpl Fiwe;j tpiyfspy; ngw;Wf; nfhs;s KbAk;.

,e;j tplaj;jpy;> ,yj;jpudpay; nfhs;tdtpd; fl;lq;fspy; xd;whd ,yj;jpudpay; thq;fy;: Gjpa toq;Fdu;fisf; fz;lwptjw;Fk; mtu;fSld; njhlu;Gfis Vw;gLj;Jtjw;Fk; ,yj;jpudpay; topKiwfisg; gad;gLj;Jjy;.

Ntfkhd

fl;lisaply; ,yj;jpudpay; nfhs;tdT Kiwikapd; ,uz;lhk; fl;lk;

,yj;jpud; top thq;Fjy;> ,J cw;gj;jp njupT kw;Wk;

fl;lisapliy cs;slf;FfpwJ. ,yj;jpudpay; thq;FjyhdJ

,yj;jpudpay; nghUs; gl;baypypUe;J epakkhd nghUl;fisj;

njupTnra;J mtw;Wf;fhd ,yj;jpudpay; nfhs;tdTf;

fl;lisapidg; Gw ,izak; %yk; toq;FdUf;F

jd;dpaf;fkhf mDg;gpitf;Fk;.

mUt

ed;ikfs; Copau;fs; jkJ Kjd;ikj; njhopw;ghl;bd; kPJ ftdj;ij

nfhz;bUg;gjdhy; mq;F epjprhu; ntspg;gilj;jd;ik kw;Wk;

nghWg;Gf;$Wk; jd;ik fhzg;gLfpwJ.

toq;FdUf;fhd

ed;ikfs; toq;Fdu;fSf;fhd ed;ikfs; fl;lisaply; kw;Wk;

nrad;Kiwg;gLj;jy; fpuak; Fiwf;fg;gLjy;> Fiwe;j

msthd fhfpj Ntiyfs;> Nkk;gl;l fhRg;gha;r;ry; kw;Wk;

fld; fl;Lg;ghl;Lf;fhd ,e;j mstpyhd fpufq;fs;.

Draft Version


186 CA Sri Lanka

Maannadger

Source: www.hrmpractice.com

3.1 kdpj ts Kfhikj;Jt Kiwikfs;

ERP jsk; kw;Wk; Gjpa njhopy;El;gq;fs;

ERP Kiwikfs; kdpjts Kfhikj;Jt myFfis ,e;ehl;fspy;

Nkk;gLj;jpAs;sd. ngUk;ghYk; tzpfj;jpd; ,e;jg; gFjpahdJ ,ufrpakhd

jd;ik kw;Wk; ghJfhg;ig cWjp nra;Ak; tifapy; gpupf;fg;gl;bUf;Fk;. vdpDk;

jw;NghJ kdpjts Kfhikj;JtkhdJ ghuk;gupa uPjpahd Mszp

Kfhikj;Jtk; kw;Wk; rk;gs Kfhikj;Jtk; vd;gjidAk; jhz;b KOikahf

xUq;fpizf;fg;gl;l ,aystpid nfhz;Ls;sJ.

SAP Success Factors Kjypa nkd;nghUs; toq;fy;fs; R+oYf;F KOikahd

xUq;fpizg;gpid toq;FtJld; epWtdj;jpw;F Ml;Nru;g;Gf;F Kd;duhd

nrad;KiwapypUe;J Copau;fs; njhlu;ghd Neubahd ,izg;gpidg; ngw;Wf;

3 kdpjts Kfhik> kdpjtsg; gFg;gha;tpy; njhopy;El;gg; gpuNahfk;

kdpj ts Kfhikj;Jt njhopy;El;gk; epWtdj;jpDs;Nsahd tzpf

nrad;Kiwapd; xU gFjpahf> xl;Lnkhj;j kdpjts rf;fuk; KOtJk; epWtdj;jpDs;Sk;> epWtdj;jpd; gzpf;fkh;j;jy; nrad;KiwapYk;

gad;gLj;jg;glj;jf;f gy;NtWgl;l tzpf nray;Kiwfis cs;slf;fpajhFk;. gFg;gha;T ,aYikfs; jpwd;kpf;fjhf khw;wkile;Jtu>Copah;fs; jkJ tfpghfj;jpy;

vt;thW rpwg;ghfj; njhopw;gLfpd;wdh; mj;Jld; xU tpz;zg;gjhhp epWtdf;

fyhr;rhuj;Jld; xUq;fpistjw;fhd rhj;jpaj;ij cWjpnra;jy; Mfpatw;Wf;fhf>

ngUe;juT kw;Wk; juTg; gFg;gha;T Mfpad epWtdq;fshy; jw;NghJ

gad;gLj;jg;gLfpd;wd.

Draft Version

http://www.hrmpractice.com/


CA Sri Lanka 187

nfhs;tjw;fhf KOikahd fl;Gyj; jd;ikapid Vw;gLj;JfpwJ.

gzpf;fku;j;Jjy; kw;Wk; njhopYf;F mwpKfk; nra;jy; kw;Wk; mjw;Fg; gpd;duhd

fPo;Nehf;fpa njhopw;ghLfs; Kjypatw;wpy; kdpjts Kfhik nraw;ghl;bdhy;

tzpf Kfhikj;Jt nrad;Kiwfis mDkjpf;fpwJ.

Source: www.quora.com

Copau; RaNrit Kiwik (ESS)/Kfhikahsu; Rarupij (MSS) ERP nkd;nghUSld; ,ize;j tifapy;> Copau;fs; kw;Wk; Kfhikahsu;fs;

tzpfg; gadhsu; njhlu;ghd juTfis NgZtjw;F my;yJ ,aYikfis

mwpf;ifapLtjw;F tzpfg; gadhsh;fs; kPJ jq;fpapUf;fhJ RahjPdj;

jd;ikia mDgtpf;fpd;whu;fs;. mtu;fs; jw;NghJ Copau; RaNrit Kiwik

kw;Wk; Kfhikahsu; RaNrit Kiwik Mfpatw;wpd; %yk; jkJ juTfisg;

NgZtJld; epWtdj;jpdhy; Ngzg;gLk; jfty;fs; njhlu;ghd njspthd

ntspg;gilj;jd;ikapid mDgtpf;ff; $bajhf ,Uf;fpwJ.

Draft Version

http://www.quora.com/


188 CA Sri Lanka

3.2 kdpjts Kfhikj;Jtj;jpd; gFg;gha;Tfs; tzpfj;jpd; Vida tplaq;fSld; njhlu;Ggl;l tifapy;> kdpjts

KfhikahdJ gFg;gha;T> OLAP Kiwapd; gad;ghL> ngUe;juT kw;Wk;

nraw;if Ez;zwpT Mfpatw;wpd; %yk; NtWgl;l mZFKiwfis nfhz;L

Mokhd jfty;fis ngw;Wf; nfhs;tjpy; gad;ngWfpwJ.

1 Copau;fSf;F nraw;jpwd; njhlu;ghd tpgukhd kw;Wk; Kw;Jzpthd

gFg;gha;thdJ> epWtdk; KOtJk; fhzg;gLk; fle;jfhy jfty;fis

gad;gLj;JfpwJ.

2 RfaPdk;> tpLKiw Kjypad njhlu;ghf vjpu;fhy epfo;Tfis

Kw;Jzptjw;F Neu Kfhikj;Jtg; gFg;gha;T gad;gLj;jg;gLk;.

3 r%f Clfq;fs;> tzpf tiyaikg;G> fy;tprhu; kw;Wk; nra;jpj; jsq;fs;

Kjypatw;wpy; tiy KOtJk; fhzg;gLk; juTfspd; mbg;gilapy;>

Ml;Nru;g;Gf;F Kd;duhd Nrhjidfis Nkw;nfhs;tjw;F juT mfo;T

njhopy;El;gq;fs; kw;Wk; ngUe;juT gFg;gha;Tfs; gad;gLk;.

kdpj ts Kfhikg; gFg;gha;T KiwapNy> vy;iyfis cUthf;Ftjw;F

xOf;f newpKiwfs; Kf;fpakhdit vd;gjid fUj;jpy; nfhs;Sjy; Ntz;Lk;. xOf;f newpKiwfs; vd;gJ rup my;yJ gpio njhlu;ghd tplaq;fs; kw;Wk;

xU elj;ij rupahdjh jtwhdjh vd;gJ njhlu;ghd RajPu;g;Gfs;

njhlu;Ggl;ljhFk;. ehk; vt;thW tho;e;J nfhs;s Ntz;Lk;> kpff; Fwpg;ghf

VidNahh; njhlu;ghf ehk; vt;thW ele;Jnfhs;s Ntz;Lk; vd;gJ

njhlu;ghdjhFk;. tzpf tho;f;ifapNy gy;NtWgl;l xOf;fnewprhu;

gpur;rpidfs; fhzg;glyhk;> Vnddpy; tzpfj;jpd; KOikahd Nehf;fkhdJ

tUkhdq;fs; kw;Wk; ,yhgq;fis cioj;jyhFk;. tzpfj;jpd; ntw;wpahdJ

epiyahd> rhj;jpakhd ed;ikfSf;fhd Njly; Nehf;fpa mOj;jk;

fhzg;gLtjd; fhuzkhf> tUkhdj;ij toq;ff;$ba ve;jf; fUkj;ijAk;

Nkw;nfhs;s Ntz;b ,Uf;Fk;.

3.3 jd;dpaf;fk;> fzpj Kiw kw;Wk; ,izj;jy; jsq;fs; jd;dpaf;fkakhjy;> ,ae;jpuf; fw;wy; kw;Wk; fzpj Kiwg; gpuNahfq;fspd;

gad;ghl;bd; %ykhd tpjpfSld;. kdpjts Kfhikj;Jt eilKiwfs;

jw;NghJ njhopy;nfhs;Nthu; kw;Wk; Copau;fs; jkJ tfpghfq;fs; njhlu;ghd

tplaq;fis gfpu;e;J nfhs;tjw;fhd ,izj;jy; jsj;jpid cUthf;FfpwJ.

,e;jj; jsq;fs; ngUk;ghYk; jd;dpaf;fkhf njhopw;gLtJld; Copau;fSf;fhd

Ml;Nru;g;G epWtdq;fspy; ,Ue;jhd njspthd mwpTWj;jy;fs; kPJ

jq;fpAs;sJ. tpz;zg;gjhuiuAk; tfpghfj;ijAk; ntw;wpfukhf ,izf;ff;$ba

tifapy; fzpjKiw nraw;ghl;il Vw;gLj;Jtjw;fhf tpz;zg;gjhuu;fs; jkJ

jfikfs;> mDgtq;fs; kw;Wk; jpwd;fs; njhlu;ghd Jy;ypakhd jfty;fis

toq;Fjy; Ntz;Lk;.

Draft Version


CA Sri Lanka 189

4.1 vspa cw;gj;jp (Lean manufacturing) vspa cw;gj;jp Kiw vd;gJ tpuaq;fs;> ,Ug;Gitj;jy; Nghd;w ngWkjp

Nru;f;fhj midj;J nrad;KiwfisAk; ePf;Ftjid Nehf;fhff; nfhz;l xU

cw;gj;jp KiwahFk;.

vspa cw;gj;jp Kiwapd; Nehf;fq;fshtd:

• ngWkjpapid mjpfupj;jy;

• cw;gj;jpj; njhopw;ghl;by; tsg; gad;ghl;il (Neuk; cs;slq;fyhf) ,opT gLj;Jjy;.

,J midj;J tpjkhd ngWkjp Nru;f;fhj eltbf;iffisAk;

(thbf;ifahsUf;F ngWkjp Nru;f;fhj eltbf;iffs; my;yJ mit toq;Fk;

ngWkjpapYk; tplf; $Ljyhd fpuaq;fis Vw;gLj;Jk; eltbf;iffs;)

milahsq;fz;L ePf;FtJld; njhlu;GgLfpd;wJ.

vspa cw;gj;jp Kiwapd; gpd;dzpapy; cs;s vz;zf;fUf;fs; epWtdj;jpYs;s

Nritfs; kw;Wk; KiwikfSf;Fk; gpuNahfpf;fg;gl KbAk;. vspa

cw;gj;jpKiw nkhj;jj;ju Kfhikapd; mk;rq;fSld; njhlu;GgLk;.

vspa cw;gj;jp Kiwapd; Nehf;fkhdJ fpuaq;fis ePf;fp cw;gj;jpg; gha;T

kw;Wk; juj;jpid Nkk;gLj;JtjhFk;. vjpu;fhy cw;gj;jpj; Njitf;fhf

tsq;fis xJf;fPL nra;J Nfs;tp Vw;gLk; vd;w vjpu;ghu;g;gpy; ,Ug;igj; jf;f

itj;Jf; nfhs;Stjw;F (js;Sjy; Kiwik vdf; Fwpg;gplg;gLk;) gjpyhf>

vspa cw;gj;jp KiwahdJ Xu; ,Og;G Kiwik MFk;. ,J thbf;ifahsh;

Nehf;fpa Jyq;fy; Neuj;ijf; Fiwg;gjd; %yk; cw;gj;jp KiwikapNy

gpd;tUk; ,aYikfis cUthf;Fk;:

• fl;lis xd;W ngwg;gLk;NghJ kpf tpiuthf nghUl;fis cw;gj;jp nra;jy;

• re;ijf; Nfs;tpapidj; jPu;f;Fk; Kfkhf kpf tpiuthf khw;wkiljy;

• thbf;ifahsu;fspd; Njitfis eptu;j;jp nra;jy; Clhf thbf;ifahsu;fSf;F ngWkjpapid toq;Fjy;.

,ij nra;tjw;fhf> cw;gj;jp Kiwfs; cau;thd juj;Jld;> Fiwe;j Neu

tpuak; kl;Lk; cw;gj;jpapy; Fiwe;jsT FiwghLfs; Mfpatw;iw

nfhz;bUj;jy; Ntz;Lk;. vspa cw;gj;jp Kiwapy;> Nfs;tpapid eptu;j;jp

nra;tjw;fhf cw;gj;jpahdJ jilapd;wp gha;r;ry; mila Ntz;Lk;.

4 njhopw;ghl;L KfhikapDs; njhopy;El;gg; gpuNahfq;fs;

(vspa cw;gj;jpKiw> nkhj;jj; ju Kfhikj;Jtk;> tzpf

nrad;Kiw kPs;nghwpKiwahf;fk;)

nkhj;j ju Kfhikj;Jtk; (TQM) vd;Dk; vz;zf;fUtpdhy;> juk; vd;gJ Kjy; jlitapNyNa rupahdij nra;jYk; njhlu;r;rpahf Nkk;gLj;jiyAk; Fwpg;gpLk;. nkhj;jj;ju Kfhik vd;gJ midj;J tifahd tsq;fspd; Kfhikj;Jtk; kw;Wk; epWtdj;jpDs; fhzg;gLk; cwTKiwfs; Mfpatw;iw tpUj;jpnra;Ak; kw;Wk; thbf;ifahsu; vjpu;ghu;g;Gfis epiwTnra;af;$ba Nehf;fpyhd njhlu;r;rpahd Nkk;gLj;jy;fis toq;ff;$ba xU ePbj;J epiyf;ff;$ba fyhr;rhuj;ij cUthf;Ftjw;fhd tifapy; G+r;rpaj; jtWf; nfhs;ifapid

gpd;gw;Wk; nray;KiwahFk;. “vspa cw;gj;jp Kiw" vd;gJ cw;gj;jpf;fhd xU mZFKiw my;yJ cw;gj;jpf;fhd xU jj;Jtk; MFk;.

Draft Version


190 CA Sri Lanka

Womack and Jones (Lean Thinking, 1996) MfpNahu; vspa cw;gj;jpKiw rpe;jidf;fhd Ie;J Nfhl;ghLfis tiuaWf;fpd;whu;fs;:

vspa cw;gj;jp Kiwapd; Nfhl;ghLfs;

ngWkjp Fwpj;Jiug;G

Specify value

vspa cw;gj;jp Kiwapd;> Kf;fpa Muk;g Gs;spahdJ

thbf;ifahsUf;Fj; Njitahd ngWkjpapy; ,Ue;J

Muk;gpf;fpwJ. ngWkjpahdJ thbf;ifahsu;fshy; khj;jpuNk

tiuaWf;fg;gl KbAk;. MfNt> KjyhtJ Nfhl;ghlhdJ

thbf;ifahsu; Nehf;fpy; ngWkjpapid cUthf;FtJ vJ

vd;gJ njhlu;ghdjhFk;.

ngWkjpj; njhFg;G

Value stream

xt;nthU cw;gj;jpf;Fk;> ngWkjpj; njhFg;Gfis milahsk;

fhZjy; Ntz;Lk;. ,J thbf;ifahsu;fs; Njitahd

ngWkjpapid cUthf;Ftjw;fhd cw;gj;jp nra;Kiwapd;

eltbf;iffshFk;.

gha;T

Flow nraypog;G my;yJ Fiwghlhd cw;gj;jp Kjypa ve;jtpjkhd

jilfSk; ,d;wpa cw;gj;jpg; gha;r;ryhdJ Nfs;tpapid

eptu;j;jp nra;Ak; tifapy; njhlu;r;rpahf gha;r;ry;

milaNtz;Lk;.

,Og;G

Pull thbf;ifahsu; cw;gj;jpahsuplkpUe;J ngWkjpapid “;,Oj;J” vLj;Jf; nfhs;sf;$bajhf ,Uj;jy; Ntz;Lk;. cw;gj;jpahsu;

thbf;ifahsuhy; vJ ngWkjp kpf;fjhf fUjg;gLfpwNjh

(,Of;fg;gLfpwNjh)> mjid cw;gj;jp nra;jy; Ntz;Lk;.

mj;Jld; thbf;ifahsu; Nfs;tpia eptu;j;jp nra;tjw;fhf

mNj Neuj;jpy; cUthf;fg;gLjy; Ntz;Lk;. vspa cw;gj;jp

KiwahdJ mNjNeu nfhs;tdT kw;Wk; cw;gj;jp

KiwfSld; njhlu;Ggl;lJ.

G+uzj;Jtk;

Perfection njhlu;r;rpahf tpuaq;fspd; gilfis ePf;FtJld; toq;fy;

rq;fpyp kw;Wk; cw;gj;jp nrad;Kiwfspy; jhkjq;fs; kl;Lk;

njhlu;r;rpapd;ik Mfpatw;iw ePf;Ftjd; %ykhd G+uzj;

jd;ikf;fhd (G+r;rpa jtWfs;) nrad;Kiw.

4.2 nkhj;j ju Kfhikj;Jtk; (TQM) nkhj;jj;ju Kfhikj;Jtk; vd;gJ nghUl;fs; my;yJ Nritfs;

thbf;ifahsu;fsJ vjpu;ghu;g;gpid jpUg;jp nra;Ak; tifapy; my;yJ tpQ;rp

epw;Fk; tifapy; cw;gj;jp nra;ag;glj; jf;fthW midj;J tzpf

nrad;KiwfisAk; jpl;lkpl;L> fl;Lg;gLj;Jtjw;fhd xUq;fpize;j

KOikahd Kiwik MFk;.

nkhj;j ju Kfhikj;Jtk; thbf;ifahsu; Njitfis jpUg;jp nra;tjd;

Kf;fpaj;Jtj;ij Fwpj;Jf; fhl;Lk; xU tzpfj; jj;Jtk; MFk;. nkhj;jj; ju

Kfhikj;Jtk; njhlu;r;rpahd Nkk;ghL> Copau;fSf;F tYtspj;jy; kw;Wk;

juk;tha;e;j nrad;Kiwfs; Mfpa Kfhikj;Jt El;gq;fisg;

gad;gLj;Jfpd;wd.

nkhj;jj;ju Kfhikj;JtkhdJ xU nghJthd tzpf jj;Jtkhf fhzg;gbDk;

$l> gy topKiwfspy; ,J vspa cw;gj;jp Kiwikf;F xj;jjhf> gy;NtW

tifahd nghJthd Nfhl;ghLfis nfhz;Ls;sJ. ,it ntt;NtW

fhyg;gFjpfspy; cUthf;fg;gl;lJ. ,tw;wpd; Muk;gk; 1940 kw;Wk; 1950 fspy;

[g;ghdpy; epfo;e;jjhFk;. [g;ghdpa cw;gj;jpahsu;fSf;fhd rpy If;fpa

Draft Version


CA Sri Lanka 191

mnkupf;f MNyhrfu;fs; juk; njhlu;ghd vz;zq;fis cUthf;fpdhu;fs;.

Nkhl;lhu;f;fhu; cw;gj;jpj; Jiwapy; mwpag;gl;l tzpfkhd nlhNahl;lh

cs;slq;fshf gy gpujhd [g;ghdpa epWtdq;fs; nkhj;jj;ju Kfhikj;Jtj;

jj;Jtj;jpid gpd;gw;wpd.

Deming

W Edwards Deming mtu;fs; ju mikg;gpDila Muk;gpg;ghsu;fspy; xUtuhthu;.

mtuJ Nehf;fpy; [g;ghdpy; gpd;gw;wg;gl;L gpd;tUk; mbg;gilfs; fhzg;gl;ld:

1 tzpfk; njhlu;r;rpahf jkJ nghUl;fs; kw;Wk; Nritfis Nkk;gLj;jy; Ntz;Lk;.

2 midj;J tpuaq;fSk; ePf;fg;gLjy; Ntz;Lk;. FiwghLs;s cw;gj;jpfs; ePf;fg;gLjy; Ntz;Lk;.

3 juj;ij miltjw;fhf Nrhjidg; gbKiwapy; jq;fpapUj;jy; MfhJ. Nrhjidg; gbKiwfs; ngWkjpia cUthf;fhJ tsq;fis gad;gLj;Jfpd;wd.

4 toq;Fdu;fisj; njupT nra;Ak;NghJ> tpiy khj;jpuk; xNunahU fUjg;gLk; fhuzpahf ,Uf;fyhfhJ. juk; kw;Wk; toq;Feu;fsJ ek;gfj;jd;ik Mfpait Kf;fpakhFk;.

5 cw;gj;jp Kiwikapid Nkk;gLj;Jjy;. ,J fpuaj;jpidf; Fiwg;gJld; juj;jpid Nkk;gLj;Jk;.

6 Copau;fSf;Fg; gapw;rp mspg;gjd; %yk; mtu;fs; jhk; nra;Ak; Ntiyfspy; rpwe;jtu;fshf tuKbAk;.

Nrhjidg; gbKiwfspy; jq;fpapUg;gij epWj;Jtjw;fhf> FiwghLs;s

cw;gj;jpfs; ,lk;ngwhJ jLj;jy; mtrpakhFk;. ,J cw;gj;jp nrad;Kiwapy;

cau;thd juq;fis mile;J nfhs;tij fUJk;.

Crosby

Philip B Crosby mtu;fs; nkhj;jj;ju Kfhikj;Jtj;jpd; ,uz;L gpujhd vz;zf;fUf;fSf;fhf ed;F mwpag;gl;L ,Uf;fpwhu;:

1 G+r;rpa FiwghLfs;. cw;gj;jpapy; vg;NghJNk vJtpjkhd FiwghLfSk;

,Uj;jyhfhJ. ,J eilKiw tzpfj;jpy; rhj;jpakw;wJ Nghy

njd;gl;lhYk;> tzpfj;jpd; ,yf;fhdJ E}W rjtPjkhd juj;ij mile;J

nfhs;tjw;fhf> midj;J tifahd FiwghLfisAk; ePf;Ftjhf

,Uf;fNtz;Lk;.

2 Kjy; KiwapNyNa rupahf nra;jy;. cw;gj;jp Nkw;nfhs;sg;gl;lJk; mJ

jpUj;jg;gLjy; MfhJ. “Kjw;jlitNa rupahf" vd;gJ “G+r;rpa FiwghLfs;" vz;zf;fUTld; epiyj;jjhFk;.

xt;nthU Copau;fSk; jkJ NtiyfSf;fhd KOikahd nghWg;ig

Vw;Wf;nfhs;s Ntz;Lk;. juk; vd;gJ midtuJk; nghWg;ghFk;.

Juran

Joseph Juran mtu;fsJ Gj;jfkhfpa> juf;fl;Lg;ghl;Lf; ifNaL 1951 ,y;

Draft Version


192 CA Sri Lanka

gpuRupf;fg;gl;lJ. mth; juj;ij mjpfupg;gjw;fhd gpuj;jpNafkhd topKiwfis

milahsk; fz;Lnfhz;lhu;. mtw;wpy; rpy vz;zq;fs; gpd;tUkhW:

juj;ij mjpfupg;gjw;fhd rpwe;j KiwahdJ “gpuj;jpNafkhd tha;g;Gfis

milahsk; fz;L> KjyPl;bd; kPjhd jpUk;gy; Nghd;w ghuk;gupa Kiwfisg;

gad;gLj;jp mtw;wpd; Vw;Wf;nfhs;sj;jf;f jd;ikia kjpg;gPL nra;J>

njupTnra;ag;gl;l nray;jpl;lj;ij ftdkhfj; jpl;lkpl;L> ngWNgWfis

fz;fhzpj;jy;".

• [_uhd; mtu;fs; juk; vd;gij “gad;ghl;Lf;fhd nghUj;jkhd jd;ik" vdf;

Fwpg;gpl;lhu;. ,J gpd;tUk; ,uz;L %yf;$Wfis cs;slf;Fk;:

– tbtikg;gpd; juk;> ,J cw;gj;jpapDs;Ns thbf;ifahsu; jpUg;jp

cs;slf;fg;gl;bUg;gijf; Fwpf;Fk;.

– ,zf;fg;ghl;bd; juk;> NtW nrhw;fspy; $Wtjhdhy; KbTg; nghUl;fspy;

vJtpjkhd FiwghLfSk; fhzg;glhj epiyik.

Kaizen nkhj;j ju Kfhikj;Jtj;jpd; kw;nwhU Kf;fpakhd mk;rkhdJ> [g;ghdpy;

Muk;gpj;J itf;fg;gl;l ifrd; Nfhl;ghL MFk;.

ifrd; vd;gJ “njhlu;r;rpahd Nkk;ghL" vd mu;j;jg;gLk;. ,J njhlu;r;rpahf

rpwpa Nkk;ghLfisj; Njl> Nkk;ghLfis fz;lwpjy; vg;NghJNk Kbtpy;yhj

nrad;Kiwahf mikAk; xU jj;Jtj;jpid Fwpg;gpLfpwJ.

juj;ij Nkk;gLj;Jk; ,uz;L mbg;gilahd mZFKiwfs; fhzg;gLfpd;wd:

• KjyhtJ mZFKiwahdJ cw;gj;jp nrad;Kiwapy; gpujhd khw;wq;fis

Vw;gLj;jp Vw;fdNtAs;s cw;gj;jp Kiwapid xU NtWgl;l rpwe;j Kiwapd;

%yk; gjpyPL nra;jy;.

• ,uz;lhtJ mZFKiwahdJ nrad;Kiwfs; kw;Wk; Kiwfs; Nkk;gLj;jg;

glf;$ba njhlu;r;rpahd rpwpa Kiwfis milahsk; fz;L

eilKiwg;gLj;jy;. fhyg;Nghf;fpy;> rpWrpW njhlu;r;rpahd Nkk;gLj;jy;fs;

juj;jpd; kPJ xU ghupa tpUj;jpia Vw;gLj;Jk;.

ifrd; vd;gJ juk; njhlu;r;rpahd rpwparpwpa Nkk;;ghLfshy; Nkk;gLj;jg;gLk;

vd;Dk; fUj;jpid nfhz;L ,Uf;fpwJ. ,jw;fhf Copau;fs; Cf;Ftpf;fg;gl;L>

gapw;rp mspf;fg;gl;L khw;wj;jpid NjLtu;. midj;J Copau;fsJk;

njhlu;r;rpahf Nkk;;gLj;jy; nrad;Kiwapy; <LgLjy; Ntz;Lk;. Copau;fis

gpur;ridfis cUthf;Fgth;fshf Nehf;fhJ> ifrd; KiwikahdJ

Copau;fis xU jPu;T %yhjhukhf Nehf;fp> njhlu;r;rpahd Nkk;gLj;jy;fis

Vw;gLj;Jtjw;fhd jPu;Tfis toq;Ftjw;fhf Copau;fSf;F tYtspf;fpwJ.

4.3 tzpf nrad;Kiw kPs;nghwpKiwahf;fk;

(Business process re-engineering)

tzpfr; nrad;Kiw kPs;nghwpKiwahf;fk; vd;gJ tzpf Kiwfs; kw;Wk;

mit mile;J nfhs;sNtz;ba Nehf;fq;fs; Mfpait njhlu;ghd mbg;gil

vLNfhs;fis rthYf;F cl;gLj;Jtjw;fhd Xu; gad;kpf;f mZFKiwahFk;.

jfty; njhopy;El;gkhdJ ,q;F gad;kpf;fjhff; fhzg;gLk;> Mdhy;

nrad;Kiwfis ,yFthf jd;dpaf;fkhf;Fjy; khj;jpuk; kPs;nghwpKiw

Mf;fYf;F rkkhdjhf MfhJ.

Draft Version


CA Sri Lanka 193

tzpf nrad;Kiwfs; kw;Wk; tzpf nrad;Kiw kPs;nghwpKiwahf;fk;

Mfpad ,Jtiu ehq;fs; fw;Wf;nfhz;l NtWgl;l rpe;jidfSld; vt;thW

njhlu;GgLfpd;wJ vd;gij fUj;jpw; nfhs;Sjy; Kf;fpakhdjhFk;. fPNo

fhzg;gLk; tiuglkhdJ> mj;jifa rpy njhlu;G Kiwfis fhl;LfpwJ.

gpujhd ,izg;Gf;fs;

(Diagram: Key linkages) nrad;Kiw khw;wj;jpw;fhd gpd;dzp

midj;J tifahd tzpf nrad;KiwfSk; gy Mz;L fhykhf tpUj;jp

milAk; Kaw;rpapy; <Lgl;L te;Js;sd. ifj;njhopy; Gul;rpahdJ cw;gj;jp

kw;Wk; epu;thf nrad;Kiwfspy; Kf;fpa El;gq;fisf; nfhz;Lte;jJ.

kl;ghz;lk; kw;Wk; khgpd; cw;gj;jpg; nghUl;fs; cw;gj;jp Jiwapy;

Gj;jhf;fj;jpw;Fg; ngau;ngw;w mtu;fs; epakf;fpuaq;fs; cs;slq;fyhd fpuaf;

fzf;fpay; gFjpfspy; Kf;fpakhd tpjpfis cUthf;fpdhu;. Kfhikj;Jt

Gj;jhf;fj;jpd; tuyhw;wpy; Vida Kf;fpakhdtu;fshf Henry Ford, Alfred Sloan kw;Wk; Peter Drucker MfpNahiuf; Fwpg;gplyhk;. nray;fis epiwNtw;Wtjpy;

rpwe;j top KiwfSf;fhd Njly; ePz;l fhykhf Nkw;nfhs;sg;gl;L tUfpwJ.

,e;jg; gFjpapNy mj;jifa rpy Kf;fpakhd fl;lq;fis ehk; fw;Wf; nfhs;s

,Uf;fpNwhk;.

tzpf nrad;Kiw kPs;nghwpKiwahf;fk; xU epWtdk; njhopw;gLk;

Kiwikapy; mbg;gilahd khw;wq;fis Vw;gLj;JtJld; njhlu;GgLfpwJ.

cjhuzkhf> fhfpjr; nrwpthd #oypy; cUthf;fg;gl;l nrad;Kiwfs; jfty;

njhopy; El;gj;jpd; xd;wpize;j R+oYf;F nghUj;jkhdjhf ,Uf;fhJ.

Vd; nrad;Kiwfspy; ftdj;ij nrYj;j Ntz;Lk;

nrad;Kiwfspd; ClhfNt ngWkjpahdJ toq;fg;gLfpwJ vd;gij gy

epWtdq;fs; Vw;Wf; nfhz;bUe;jhYk; $l> mtw;wpd; njhopw;ghl;L tfpghfq;fs;

ClhfNt tiutpyf;fzk; nra;fpd;wd. epWtdj;jpNy fhzg;gLk; tsq;fis

rupahd Kiwapy; ,izg;gjw;F nrad;Kiwfspy; Kfhikj;Jtk; kw;Wk;

eilKiwg;gLj;jy; Mfpatw;Wf;fpilapyhd njspthd ,zf;fg;ghL

mtrpakhFk;. ,J ,y;yhjtplj;J nrad;Kiwfs; kPjhd Nehf;fhdJ:

ngWkjpr; rq;fpypfs;

toq;fy; rq;fpyp Kfhik

khw;w Kfhik

nraw;wpl;l Kfhik

tzpf nrad;Kiw kPs;nghwpKiw

Mf;fk;

Draft Version


194 CA Sri Lanka

(a) vt;thW milag;glyhk; my;yJ miltJ njhlug;gLk; vd;gJ njsptw;wjhf fhzg;gLk;.

(b) tzpfj;jpd; njhopw;ghLfspy; Vw;gLk; khw;wq;fspd; tpisT vjpu;T$Wtjw;F fbdkhdJ.

(c) njhlu;r;rpahd tzpf nraw;wpwid mile;J nfhs;tjw;fhd mbg;gil fhzg;gLtjpy;iy.

(d) epWtdj;jpypUe;J Copau;fs; tpyfpr; nry;tjdhy; mwpT ,of;fg;gLk;.

(e) njhopw;ghLfSf;F ,ilapyhd xUq;fikg;G Cf;Ftpf;fg; gLtjpy;iy.

(f) epWtdj;jpd; je;jpNuhghaj;jpid kf;fs;> tsq;fs; kw;Wk; KiwikfSld; je;jpNuhghak; milag;glj;jf;f tifapy; xUq;fpizg;gJ fbdkhFk;.

,J njhlu;ghd gpujhdkhd fl;Liu Hammer and Champy (2001) MfpNahupdhy; tiuag;gl;lJ.

tzpf nrad;Kiw kPs;nghwpKiwahf;fk; vd;gJ “fpuak;> juk;> Nrit kw;Wk;

Ntfk; Mfpa Kf;fpa rkfhy ngWNgw;W mstPLfs; njhlu;gpy; ghupastpyhd

Kuz;ghLfis mile;J nfhs;tjw;fhd tzpf nrad;Kiwfs; kPjhd

mbg;gilahd kPs;rpe;jid kw;Wk; mtrpakhd kPs;tbthf;fk; MFk;. (Hammer and Champy, 2001: p.50)

,q;F fhzg;gLk; gpujhd nrhw;fshf “mbg;gilahd"> “mtrpakhd">

“ghupastpyhd" kw;Wk; “nrad;Kiwfs;" Mfpatw;iw Fwpg;gplyhk;.

(a) “mbg;gilahd” kw;Wk; “mtrpakhd” vd;gJ tzpf nrad;Kiw

kPs;nghwpKiwahf;fj;jpNy vJtpjkhd vLNfhs;fSk; mw;wJ: ,J

fle;jfhy nrad;Kiwfspy; jpUk;gpg;ghu;f;fhJ my;yJ vLNfhs;fis

Nkw;nfhs;shJ" ehk; Vd; nra;fpNwhk; ehk; vjid nra;fpNwhk;" vd;Dk;

tpdhf;fis tpdTtjd; %yk; Muk;gpf;fpwJ (Hammer and Champy, 2001: p.35).

(b) “ghupastpyhd" vd;gjd; fUj;J rpwpa> gbg;gbahd Kd;Ndw;wq;fis

nfhz;bUf;fhJ tzpf nrad;Kiw kPs;nghwpKiwahf;f nrad;Kiwfs;

njhlu;ghf ghupa Kd;Ndw;w gha;r;riy nfhz;bUf;f Ntz;Lk; vdf;

fUJk; (Hammer and Champy, 2001: p.36).

(c) “nrad;Kiwfs;" vd;gJ gpd;tUk; ge;jpapNy tpsf;fg;gLfpwJ: tzpf nrad;Kiw kPs;nghwpKiwahf;fk; vd;gJ jd;dpaf;fk; my;yJ epahakhf;fy; my;y. jd;dpaf;fk; vd;gJ Vw;fdNt cs;s nrad;Kiwfspy; nraw;wpwd; Ntfj;ij mjpfupg;gjw;fhf fzpdp kag;gLj;jiyg; gad;gLj;Jk; Kiwfs; MFk;. epahag;gLj;jy; vd;gJ njhopw;ghl;L nrad;Kiwfspy; cz;ikahd tpidj;jpwd; ,y;yhj epiyikfis xOq;FgLj;Jjy; MFk;. Harmon (2003) mtu;fs; Fwpg;gpl;ljd; gb> vjpu;ghu;f;fg;gLk; khw;wk; njhlu;gpy; nrad;Kiw khw;w Kaw;rpfSf;fhd gpuj;jpNafkhd nrhw;nwhluhf %d;W gjq;fs; fhzg;gLfpd;wd:

• nrad;Kiw Nkk;ghL vd;gJ cghauPjpahd gbKiw El;gkhFk;.

nrad;Kiw Nkk;ghL vd;gJ cgha kl;lj;jpy;> Vw;fdNt cs;s nrad;Kiwfspy; rpwpa gbKiw tpUj;jpfis Vw;gLj;Jtjw;fhd El;gkhFk;.

• nra;Kiw KO nghwpKiwfs; vd;gJ ika nrad;Kiwfspd; je;jpNuhgha kl;lj;jpyhd rpe;jid MFk;.

Draft Version


CA Sri Lanka 195

nrad;Kiw kPs;nghwpKiwahf;fk; epWtdj;jpd; ngWkjpr; rq;fpypapd; ika

njhopw;ghl;bw;F Kf;fpakhf fhzg;gLk; msTj; jpl;lk;> ika nray;

Kiwfs; njhlu;ghd mtrpakhd khw;wq;fis gpujhdkhd R+oy;

mr;RWj;jy;fs; my;yJ tha;g;Gf;fs; Njitg;gLk;NghJ je;jpNuhgha kl;lj;jpy;

gad;gLj;jg;gLk;.

• nrad;Kiwfspid tbtikj;jy; vd;gJ Kf;fpakhd khw;wj;jpid Nkw;nfhs;Sk; ,ilepiy msthd nrad;KiwahFk;.

nrad;Kiw kWtbtikj;jy; vd;gJ $Ljyhd mstPLfs; my;yJ

khw;wq;fs; Njitg;gLk; eLj;jusT nrad;KiwfSf;fhd mtrpa khw;wj;ij

mjpfupg;gjw;fhd nghUj;jkhd Kiw MFk;.

tzpf nrad;Kiw kPs;nghwpKiwahf;fj;jpd; Nfhl;ghLfs;

Hammer and Champy (2001) tzpf nrad;Kiw kPs;nghwpKiwahf;fk; njhlu;ghf VO Nfhl;ghLfis toq;Ffpwhu;fs;:

(a) nrad;Kiwfs; Vw;fdNt cs;s nrayKiwfspd; kPJ my;yhJ

tpUk;gg;gl;l thbf;ifahsu; Nehf;fpyhd miltpid ngw;Wf; nfhs;Sk;

tifapy; tbtikf;fg;gl Ntz;Lk;. xl;Lnkhj;j nrad;KiwANk re;ij

Nehf;fpajhf ,Uf;f Ntz;Lk;.

(b) nrad;Kiw xd;wpd; ntspaPL mjidg; gad;gLj;Jk; egu;fshy;

nraw;gLj;jg;gl Ntz;Lk;. cjhuzkhf> epWtdk; mq;fPfupf;fg;gl;l

toq;Feu;fsJ juTj;jsj;jpid cUthf;fpf; nfhs;Sk;> ,J toq;fy;

Njitg;gLk; ,izaj;jsj; njhopy;El;gq;fis gad;gLj;jp egu;fs;

jhkhfNt fl;lisfis Nkw;nfhs;s mDkjpg;gjd; %yk;> jdpahdnjhU

nfhs;tdTg; gpupTf;fhd Njitapid ePf;FfpwJ.

(c) jfty;fis cUthf;Fk; Ntiyfs; jfty; nrad;Kiwg;gLj;jypDs;

cs;slf;fg;gLjy; Ntz;Lk;. ,J jfty; Nrfupj;jy; kw;Wk; jfty;

nrad;Kiwg;gLj;jy; Mfpatw;Wf;F ,ilapyhd NtWghl;bid ePf;Fk;.

(d) G+Nfhs uPjpahf gue;J fhzg;gLk; tsq;fs; mit ikag;gLj;jg;gl;Ls;sJ

Nghy ifahsg;gl Ntz;Lk;. ,J gutyhf;fypd; ed;ikfshfpa nefpo;r;rpj;

jd;ik kw;Wk; tpiuthd Jyq;fy; Mfpatw;wpid ,of;fhj

mNjNtisapy; ikag;gLj;jypd; ed;ikfshf toq;fy; xg;ge;jq;fSf;F

ikag;gLj;jg;gl;l Nguk;Ngry; %ykhd msTj;jpl;l rpf;fdq;fs; Nghd;w

ed;ikfisAk; ngw;Wf; nfhs;Sk;.

(e) rkhe;jukhd eltbf;iffs; xUq;fpizf;fg;gLtjpYk; ghu;f;f

,izf;fg;gLjy; Ntz;Lk;. cjhuzkhf xNu nrad;Kiwapd; NtWgl;l

mk;rq;fspy; Ntiy nra;gth;fSf;F ,ilapyhd xUq;fpizg;G.

(f) Ntiyapy; cs;s egu;fs; Ntiyapy; $Ljyhd RahjPdj; jd;ikiag;

gad;gLj;jp RaKfhikj;Jtj;jpid Nkw;nfhs;Sjy; Ntz;Lk;. Copau;fs;

kw;Wk; Kfhikahsu;fs; ,ilapyhd ghuk;gupa uPjpahd NtWghL ePf;fg;gl

Ntz;Lk;: Njitg;gLk; gFjpfSf;F epGzj;Jt Kiwik Kjypa jPu;khd

cjtpfs; toq;fg;gLjy; Ntz;Lk;.

(g) %yhjhuj;jpypUe;J xNu jlitapy; jfty;fs; ngw;Wf; nfhs;sg;gl

Ntz;Lk;. ,yj;jpudpay; uPjpahd jfty; guk;gy; ,jid rhj;jpakhf;FfpwJ.

Draft Version


196 CA Sri Lanka

tzpf nrad;Kiw kPs;nghwpKiwahf;f Kiw fhzg;gLfpwjh?

Davenport and Short (1990) tzpf nrad;Kiw kPs;nghwpKiwahf;fj;jpw;fhd 5 fl;l nrad;Kiwapid gupe;Jiu nra;jpUf;fpwhu;fs;. fl;lk; 1 epWtdj;jpd; J}uNehf;F kw;Wk; nrad;Kiwf; Fwpf;Nfhs;fis

cUthf;Fjy;> fpuaj;jpidf; Fiwj;jy;> Neuj;ijf; Fiwj;jy;>

topfhl;lypd; ju Nkk;ghL> nkhj;jj;ju Kfhikj;Jtk; kw;Wk;

tYt+l;ly; Kjypa Fwpf;Nfhs;fs; mlf;fkhd tzpfj;Jiw Nehf;fk;

xd;wpd; %yNk tzpf nrad;Kiw kPs;nghwpKiwahf;fk;

,af;fg;gLk;.

fl;lk; 2 kPs tbtikf;fg;gl Ntz;ba nrad;Kiwapid milahsk;

fhZjy;. ngUk;ghyhd tzpfq;fs; Kf;fpa nrad;Kiwfs; kPJ

ftdj;ij nfhz;l my;yJ tzpfj;jpd; Fwpf;Nfhs;fSld;

Kuz;ghl;bid nfhz;l nrad;Kiwfs; kPJ ftdj;ij nfhz;l

“cah;jhf;f mZFKiwapid” (high impact) gad;gLj;Jfpd;wd.

Fiwthd vz;zpf;ifapyhd tzpfq;fNs epWtdj;jpDs;Ns

fhzg;gLk; nrad;Kiwfis midj;ijAk; milahsk; fz;L

mtrukhd kPs;tbtikg;Gf;F Kd;Dupik toq;Fk; “Kw;wlf;f

mZFKiw” (exhaustive approach) Mfpa mlf;FKiw

gad;gLj;Jfpd;wd.

fl;lk; 3 Vw;fdNt fhzg;gLk; nrad;Kiwfis tpsq;fpf; nfhz;L

mstpLjy; - Kd;ida jtWfs; kPsTk; Nkw;nfhs;sg;glhJ

,Ug;gjid cWjp nra;tjw;fhfTk; vjpu;fhy Nkk;ghLfSf;fhd

mbj;jsj;ij toq;Ftjw;fhfTk;.

fl;lk; 4 khw;wf; fhuzpfis milahsk; fhZjy;. nrad;Kiwia

tbtikf;Fk; NghJ jfty; njhopy;El;g ,aYikfs; njhlu;ghd

tpopg;Gzu;T gad;kpf;fjhf fhzg;gLk;.

fl;lk; 5 Gjpa nrad;Kiwapd; khjpuptbtk; xd;iw tbtikj;J

cUthf;Fjy;. cz;ikahd tbtk; vg;NghJNk tzpfj;jpd;

nghwpKiwahf;fj;jpd; Kbthf Nehf;fg;gLyhfhJ. mJ xU khjpup

tbtkhfTk;> njhlu;r;rpahd khw;wq;fSf;F cl;gLtjhfTk; ,Uf;f

Ntz;Lk;. khjpup tbtj;jpd; gad;ghL thbf;ifahsu;fisj;

njhlu;GgLj;j cjtpaspf;f Ntz;Lk;.

jfty; njhopy;El;gk; kw;Wk; tzpf nrad;Kiw kPs;nghwpKiwahf;fk;

jfty; njhopy;El;gkhdJ xU jPu;T my;y> mJ jPu;T toq;Fk; KiwahFk;.

tzpf nrad;Kiw kPs;nghwpKiwahf;fk; epWtdq;fs; Vw;fdNt nra;jpuhj

nraw;ghLfis Nkw;nfhs;tjw;fhd jfty; njhopy;El;gj;ij gad;gLj;Jk;.

cjhuzkhf> tzpf nrad;Kiw kPs;nghwpKiwahf;fkhfpa njhiykhehLfs;

$l;lq;fSf;fhd Nghf;Ftuj;Jr; nrytpid Fiwf;Fk;> mj;Jld; njhiykhehL

$Ljyhd vz;zpf;ifapyhd $l;lq;fis elj;Jtjw;Fk; trjp mspf;Fk;.

Hammer and Champy (2001: p.95) mtu;fs; $wpaijg; Nghy mJ

njhopy;El;gj;jpd; rthy; kpf;f tYthFk;> mj;Jld; ehk; tof;fkhf Ntiyfis

nra;tjw;fhd tpjpfis cilg;gjw;fhd ,aYik nfhz;Ls;sJ> mjd;%yk;

Nghl;b ed;ikapid Nehf;Ftjw;fhd Kf;fpa epiyikapid Vw;gLj;JfpwJ.

tzpfj;ijAk; xU KO nghwpKiw Nehf;fj;Jldhd gpur;rpidfs;

tzpf nrad;Kiw jtWjyhf tpsq;fpf; nfhz;bUf;fg;gLtJ xU Kf;fpakhd

gpur;rpidahf fhzg;gLfpwJ. rpy re;ju;g;gq;fspy;> tzpf nrad;Kiw

Draft Version


CA Sri Lanka 197

kPs;nghwpKiwahf;fkhdJ Kfhikahsh;fsJ kdjpNy Copah;fisf;

Fiwj;jy; kw;Wk; Vida nryTf; fl;Lg;ghl;L Kiwfs; vd;Dk; xLf;fkhd

,yf;Ffis Vw;gLj;jp ,Uf;fpwJ.

Copau; vz;zpf;if njhlu;ghd kdg;ghq;Ff;F Nkyjpfkhf> ,e;j vz;zk;

eilKiwg;gLj;jg;gLk; kl;lj;jpy; NkYk; rpy tpku;rdq;fs; Kd;

itf;fg;gLfpd;wd:

(a) ve;j xU ntw;wpfukhd tzpf nrad;Kiw kPs;nghwpKiwahf;f

epfo;r;rpj;jpl;lKk; gue;jstpy; Copau;fs; kPJ jhf;fk; nrYj;Jk;

Kf;fpaj;Jtj;jpid nfhz;Ls;sJ.

(b) Tzpf nrad;Kiw kPs;nghwpKiwahf;fkhdJ Xu; tpQ;Qhd Kfhik

Kiwahf gpd;gw;wg;gLfpwJ: ,J tpidj;jpwid Nkk;gLj;Jtjw;fhd Xu;

gFj;jwpTs;s mZFKiw MFk;. ,J Muk;gj;jpy; vjpu;g;T$wg;gl;l

gaDWjpAldhd ,izg;gpid Gwf;fzpg;gJld; Kfhikahsu;fs;

vz;zpf;ifia Fiwj;J> Gj;jhf;fj;jpidf; Fiwj;J mNj Neuj;jpy;

Gj;JUthf;fk; jd;ikapidAk; Fiwf;Fk;.

(c) tzpf nrad;Kiw kPs;nghwpKiwahf;fk; tof;fkhf Copau;fis

guTtjw;fhd Nehf;fj;jpid nfhz;Ls;s NghJk;> Vidatu;fshy;

eilKiwg;gLj;jg;gLk; fl;likg;Gfs; kw;Wk; Kiwikfspy; cs;NsNa

nraw;gLk; vd vLNfhs; Nkw;nfhs;sg;gLfpwJ. FONtiy nra;jy; kw;Wk;

gapw;rptop fhl;Ljy; Nghd;w etPd vz;zq;fspy; jkJ jpwd;fis

ntspg;gLj;Jtjw;F ,J tiuaiwfis nfhz;Ls;sJ.

(d) ed;F cUthf;fg;gl;l Kiwikfs; ngWkjpkpf;f Mdhy; Vw;gpirT

nra;ag;glhj %yfq;fis nfhz;Ls;sJ> kpf Fwpg;ghf fl;Lg;ghl;Lg;

gug;gpy;. nrytpid Fiwf;Fk; Nehf;fpy; xU rpW JUtypy; ,Ue;J

nrad;KiwahdJ kPs;nghwpKiw nrad;Kiwg; gLj;jg;gLk; NghJ flik

gfpu;T kw;Wk; Kfhikj;Jt Nkw;ghu;it Kjypa tpUk;gj;jf;f mk;rq;fs;

,of;fg;gLk;.

5.1 ,yj;jpudpay; nfhLg;gdT Kiwikapd; tiffs; ,izatop fldl;il %y nfhLg;gdTfs; ,izatop fld; ml;ilfs; jw;Nghija vz;zpay; cyfj;jpNy Efu;Nthuhy; ghupastpy; gad;gLj;jg;gLfpd;wd. mtw;iw gad;gLj;Jk; Kiwapy; Xu; trjpahd jd;ik fhzg;gLtjdhy; ,it vkJ ehshe;j tho;f;ifapy; xd;wpize;J gad; jUfpd;wd.

,izatop tq;fpapay; vz;zpay; tq;fpKiw rpyfhykhf gadhsu;fSf;F fpilf;ff; $bajhf ,Ug;gJld; Gjpa njhopy;El;gj;Jld; ,ize;j tifapy; ghuk;gupa czu;tpid

5

,yj;jpudpay; nfhLg;gdTj; njhopy;El;gk; Ntfkhf efu;fpd;w> ,izatopapy; fldl;il %ykhd nfhLg;gdT Kjy; njhFjpr;rq;fpyp tiuahd gy;NtW Kiwfis cs;slf;fpajhFk;. xt;nthU KiwANk Kiwikapd; epiyj;j jd;ikapd; mbg;gilapy; NtWgl;l ed;ikfs; kw;Wk; njhlu;Ggl;l ,lu;fisf; nfhz;bUf;Fk;.

,-nfhLg;gdT Kiwik (nfhLg;gdTj; jPh;Tfs; kw;Wk; fl;lis epiwNtw;wk;

Draft Version


198 CA Sri Lanka

toq;Ffpd;wd. ,izatop tq;fpfs; vt;thW njhopw;gLfpd;wd vd;gJ njhlu;ghf Efu;Nthu; gupr;rakhf ,Ug;gJld;> ,izatop tq;fpapay; njhlu;ghd ghJfhg;G kw;Wk; jdpg;gl;ljd;ik Nghd;w %yf;$Wfs; mtu;fshy; ed;F tpsq;fpf; nfhs;sg; gl;bUf;fpd;wd.

,yj;jpudpay; gzg;ig kw;Wk; gzg; gpuNahfq;fs; (Elcetronic Vollets and Money Apps)

,e;j Gjpa tifahd njhopy; El;gq;fs; Fwpj;j Fbapay; jd;ikia

nfhz;bUg;gJld; ifj;njhiyNgrpapyhd njhopy;El;gj;jpd; %yk;

Vw;gLj;jg;gLfpd;wd. ,j;jifa gy nraypfs; Efu;NthupypUe;J tzpfj;Jf;F

kw;Wk; Efu;NthupypUe;J Efu;NthUf;F njhl;L nrYj;Jtjw;F gadhsu;fis

mDkjpg;gjhy; ,izatop tq;fpapay; kw;Wk; gz ,ae;jpuq;fspy; jq;fpapUf;f

Ntz;ba Njit ,dpNkYk; ,y;iy.

vz;zpay; gzk; kw;Wk; FwpaPl;L ehzak; (Digital money and cryptocurrency)

,e;j tif ,yj;jpudpay; nfhLg;gdT Kiwfs; ,d;dKk; nghJkf;fspd;

ghtidf;fhd Muk;gf;fl;lj;jpNyNa fhzg;gLfpd;wd. gad;gLj;Jtjw;fhd

Kf;fpa fhuzpahf ,lu; ,d;dKk; fUj;jpy;nfhs;sg;gLtJld; vz;zpay; gz

Mjuthsu;fshy; gad;gLj;jg;gLk; nrad;Kiwfs; kw;Wk; Nfhl;ghLfspd; R+oy;

njhlu;ghd Gupe;Jzu;tpd;ikAk; fhzg;gLfpwJ.

5.2 ,yj;jpudpay; nfhs;tdT eilKiwg;gLj;Jtjw;fhd njupTfs; kw;Wk; khjpupfs;

khjphpfs; Nrit ngWdh; tzpfk; Nghd;w rpf;fyhd epiyikfis

gpujpepjpj;Jtg; gLj;Jtjw;fhd Kfhikj;Jt Nfhl;ghLfspy;; gad;ghl;by;

cs;sd. ,it fUj;Jkpf;f gFjpfshf gFg;gha;T nra;J gpupf;fg;glyhk;.

Kfhikj;Jt Nfhl;ghLfs; njhlu;ghd vOj;jhsu; Mfpa Charles Handy mtu;fs; gpd;tUk; Kfhikj;Jt khjphpfis milahsk; fhl;Lfpwhu;:

• fle;j fhyq;fis tpsf;Ftjw;F cjTk;> mjd;%yk; • epfo;fhyj;ij tpsq;fpf;nfhs;s cjTk;> mjd; topahf

• vjpu;fhyj;ij Kd; czu;e;Jnfhz;L> mjd; tpisthf

• vjpu;fhy epfo;Tfs; kPJ $Ljyhd nry;thf;fpidAk;> mj;Jld;

• vjpu;ghuhj epfo;TfspypUe;jhd Fiwe;j jlq;fy;fisAk; tpisthfj; jUk;.

tzpfj;jpd; fyhr;rhuk; mJ Nkw;nfhs;Sk; midj;Jf; fUkq;fspYk;

Nkk;gl;bUf;Fk; vd;Dk; mbg;gilapy; rpy Kfhik khjphpfs; mike;Js;sd.

Kf;fpaj;Jtj;jpd; mbg;gilapy;> ,U fl;Lg;ghl;L mbg;gilf; fyhr;rhuq;fs;

fhzg;gLfpd;wd: gFj;jwpthd ,yf;Ffs; kw;Wk; cs;sf nrad;Kiwfs;.

,yj;jpudpay; nfhLg;gdTfs; Nkw;nfhs;sg;glj;jf;f NtWgl;l topKiwfs;

fhzg;gLfpd;wd.

khjpup njhopw;gLk; Kiw cjhuzk;

nghJ tiy

Public web

jdpj;jdpahd nfhs;tdthsu;fs;

jdpj;jdpahd toq;Fdu;fis cyfstpy;

gue;j tiy %yk; njupT nra;J

nfhs;tdtpy; <LgLtu;. ,q;F

nfhs;tdthsu; kw;Wk; toq;FdhpilNa

Web shops like Amazon

Draft Version


CA Sri Lanka 199

ve;jtpjkhd fl;likf;fg;gl;l

cwTKiwfSk; fhzg;gLtjpy;iy.

gupkhw;W

Exchange

toq;Fdu;fs; kw;Wk; nfhs;tdthsu;fs; xU

%d;whk; jug;G jpwe;j re;ijg; gug;gpd;

Clhf tpahghuj;jpy; <LgLthu;. mtu;fs;

xUtUld; xUtu; mbf;fb njhlh;Ggl;lhYk;

mtu;fspilNa xU fl;likf;fg;gl;l

cwTKiw fhzg;gLtjpy;iy.

Autobytel

toq;Fdu; ikag;gLj;jpa

Supplier centric

Kd;dNu Nguk;Ngrg;gl;l cw;gj;jp tPr;nry;iy

xd;wpDs; jkJ fzpdpKiwik my;yJ

,izaj; js mZifapid rpy

nfhs;tdT epWtdq;fSf;F toq;fp

,Ug;ghu;. nfhs;tdthsh; kw;Wk; toq;Fdu;

Xh; xg;ge;j cwTKiwapid nfhz;bUg;gu;.

Dell

nfhs;tdthsh

ikag;gLj;jpa

Buyer centric

jdpj;jdp epWtdq;fs; gy toq;Fdu;fNshL

xg;ge;jq;fis nfhz;bUf;Fk;. nfhs;tdT

nra;Ak; epWtdq;fspilNa tpgug;gl;bay;

kw;Wk; fl;lisaply; Kiwik Mfpad

guhkupf;fg;gLk;. Kiwik Kw;WKOjhf

$l;Ltzpf epjpf; fl;Lg;ghL kw;Wk;

mwpf;ifaply; KiwikAs; xd;wpizf;fg;

gl;bUf;Fk;.

Many software suppliers

re;ijg;gug;G B2B marketplace

xU RahjPdkhd %d;whk; jug;G Fwpj;j

vz;zpf;ifapyhd nfhs;tdthsu;fs;

kw;Wk; tpw;gidahsu; epWtdq;fSld;

cld;gbf;if Nkw;nfhs;Sk;.

nfhs;tdthsu;fs; kw;Wk; toq;Fdu;fs;

re;ijg; gug;gpd; Clhf xUtUld; xUtu;

njhlu;G nfhs;tu;. ,uz;L jug;gpdUNk

re;ijapy; fhzg;gLk; cld;gbf;ifapdhy;

fl;Lg;gLj;jg;gLfpwhu;fs;.

Alibaba

epWtdq;fSf;Ff; fpilf;fj;jf;fjhfTs;s njhpTfs; njhlh;gpy;> tuyhw;W

hPjpahf Kiwikfis nfhs;tdTr; Rw;WNwhl;lk; njhlh;ghd gFjpfis

khj;jpuk; cs;slf;fpa Kiwikfis eilKiwg;gLj;jy; ,yFthdjhf ,Ue;J

te;Js;sJ.

cjhuzkhf> ,Ug;Gf; fl;Lg;ghl;L Kiwik my;yJ tiy mbg;gilapyhd

gl;bay; kPJ Mff; Fiwe;j fl;Lg;ghl;ilNa Nkw;nfhs;sj; njhpT nra;ayhk;

my;yJ juTj;js Ntiyg;gha;r;ry; xd;wpd; %ykhf fl;lisapd; cs;sPl;L

nrad;Kiwia xUq;fpizf;fyhk;. rpy tiyaikg;G nra;ag;gl;l fzf;fpay;

Kiwikfs; nfhs;tdTj; jpizf;fsj;jpYs;s Copah;fis toq;FduJ

gl;bay; fpilf;fg;ngWk; NghJ fzf;fPl;L Copah;fs; nfhLg;gdTfis

Nkw;nfhs;Sk; tifapy; fl;lis xd;iw cs;sPL nra;a mDkjpf;Fk;.

Draft Version


200 CA Sri Lanka

6.1 ,yj;jpudpay; nfhs;tdtpd; ,lu;fs; (a) fl;Lg;ghL: vtNuDk; xUtu; vq;fhtJ xU ,lj;jpy; ,Ue;J nghUl;fisf;

fl;lisapl;lhy;> mq;fPfhukw;w nfhs;tdTfs; Nkw;nfhs;sg;gLtjw;fhd

,lu; fhzg;gLfpwJ. Njitahd juj;jpyhd nghUl;fis toq;fKbahj

(my;yJ mwNt toq;fKbahj) toq;Fdu;fsplkpUe;J nfhs;tdT

nra;tjw;fhd mjpfupj;j rhj;jpak; fhzg;gl> ngUe;njhifahd

nfhs;tdtpw;fhd fopTfis ngw;Wf; nfhs;tjw;fhd rhj;jpak;

,of;fg;gLfpwJ.

(b) mikg;G rhu;e;j ,lu;fs;: ,yj;jpudpay; nfhs;tdTf; fl;likg;G

khw;wkiltjdhy;> mjidg; gpd;gw;Wk; epWtdk; nkd;nghUs; kPJ ghupa

msT KjyPl;bid Vw;gLj;Jk;> Mdhy; rpygy fhuzq;fSf;fhf

eilKiwg;gLj;jy; ,lk;ngwhJ. gadhspfSk; mij gpd;gw;w khl;lhu;fs;.

toq;Fdu;fs; Gjpa njhopy;El;gk; my;yJ nra;Kiwfis epuhfupg;G

nra;tu;. njhopy;jpwd; rhu;e;j gpur;ridfs; eilKiwg;gLj;jypy; xU

jilia Vw;gLj;Jk;. mj;Jld;> khw;wj;jpdPwhf cs;sf epWtd Kiwfis

Kfhiknra;jy; rthy; kpf;fjhf mikAk;.

(c) juTg; ghJfhg;G: epWtdj;jpd; nrytpdj;ij ,izatopapy;

Nkw;nfhs;Sjy; vd;gJ ,izak; njhlu;Ggl;l nrad;Kiwfspy;

,lk;ngWk; ghJfhg;G gpur;ridfSld; njhlu;GgLtjhFk;. ,J gpd;tUk;

tpdhf;fis cUthf;Fk;: juT kPjhd mZifapid ahu;

nfhz;bUf;fpd;whu;fs;? mJ vq;F Nrfupf;fg;gl;L ,Uf;fpd;wJ? mJ

vt;thW ghJfhf;fg;gLfpwJ? Nrit toq;Fgtiu khw;wpdhy; vd;d

epfOk;? vkJ jutpidj; jpUk;gTk; ngw;Wf;nfhs;s KbAkh? vkJ

nrytpd juTfis Nghl;bahsh;fSf;F tpw;fpd;whu;fsh?

(d) Kfhikj;Jtk; nryT fl;Lg;ghl;il ,oj;jy;: ,yj;jpudpay; nfhs;tdT

Kiwikf;F khw;wkiltJ nrytpdq;fs; njhlu;ghd jPu;khdq;fis

jtwhd fuq;fspy; toq;FtJld; ahu; ve;j njhifapid nrytpl KbAk;

vd;gJ njhlu;ghd Kfhikj;Jtj;jpd; jPu;khdk; kPjhd fl;Lg;ghL

,of;fg;gLk;.

(e) toq;fy; rq;fpyp gpur;ridfs;: ,yj;jpudpay; toq;fy; Kiwikf;F

khw;wkiltjd; %yk; nrad;Kiw mjpfupj;j tifapy; tpiuT

gLj;jg;gLtJld; ,e;j mjpfupj;j nfhs;tdT nrad;Kiwf;F Vw;w

tifapy; toq;fy; rq;fpypapYs;s Vida %yf;$Wfs; khw;wkila

Kbahj NghJ Vida nrad;Kiwfspy; Xu; ];jk;gpj;j epiy Vw;gLk;.

6.2 ,yj;jpudpay; tzpfk; kw;Wk; ,yj;jpudpay; tu;j;jf

gpd;gw;WYf;fhd jilfs; ,yj;jpudpay; gpd;gw;Wiff;fhd jilfs; (jlq;fy;fs;> tiuaiwfs; my;yJ

FWf;fPLfs; vdTk; Fwpg;gplg;glyhk;) kdg;ghq;Ffs;> ehL> nghUshjhur;

6 ,yj;jpudpay; tzpfg; gpuNahfq;fsJ gpur;rpidfs;

njhopy;El;g ,yj;jpudpay; tzpfg; gpuNahfq;fs; Vida njhopy;El;gq;fSld;

,ize;j tifapy; ,lu; mw;wit my;y. eilKiwg;gLj;j Muk;gpg;gjw;F

Kd;du; ,e;j gFjpfs; epWtdj;jpdhy; gjpy; ,Wf;fg;gl;L Kfhik nra;ag;gLjy;

Ntz;Lk;.

Draft Version


CA Sri Lanka 201

rpf;fy;fs;> njhopy;El;gk;> fyhr;rhuk;> rl;lk; kw;Wk; newpKiwfs; kw;Wk;

epWtd tif Mfpatw;wpd; mbg;gilapy; NtWglyhk;.

Fiwthd vz;zpf;ifapyhd Copah;fisf; nfhz;l ,yj;jpudpay; tzpfq;fs;

ngUksT jilfis vjph;nfhs;tjhf Chaffey (2007) mth;fs; Fwpg;gpl;Ls;shh;.

,q;F %d;W tpthjq;fs; gad;gLj;jg;gLfpd;wd.

• ,yj;jpudpay; tzpfq;fs; mth;fSf;Fj; njhlh;gw;wit • Copah;fsplk; mtrpakhd mwpT kw;Wk; jpwd;fs; fhzg;gLtjpy;iy. • mth;fsJ thbf;ifahsh;fs; ,yj;jpudpay; tzpfj;ijg; gad;gLj;Jtjpy;iy

Vida jilfs;

(a) ehL – ntw;wpfukhd ,yj;jpudpay; tzpfq;fs; ,Jtiuapy; ngUk;ghyhd

ehLfspy; mile;Jnfhs;sg;glhJs;s ghhpasthd ,izag;

gadhsh;fspy; jq;fpAs;sd. mj;Jld;> njhlh;Gj;jd;ik kw;Wk; gad;ghl;Lf;

fl;lzq;fs; Kjypad gy ehLfspYs;s ,iza tsh;r;rpAld; Muk;gpj;J>

guk;gyiltjd; %yk; ,yj;jpudpay; th;j;jf eltbf;iffisf;

Fiwf;fpd;wd. cz;ikapy;> $Ljyhd kf;fs; ,izatopf;Fr; nry;y>

fl;lzq;fSk; Nghl;bkpf;fitahf khw;wkila> xl;Lnkhj;j

tiyaikg;gpdJk; ngWkjpfs; kw;Wk; ,yj;jpudpay; tzpfj;Jf;fhd

tha;g;Gf;fs; ghhpastpy; mjpfhpg;gJld;> ,e;j Muk;gj;jil

Kwpabf;fg;gLk;.

(b) nghUshjhug; gpur;rpidfs; - thbf;ifahsh; cyfpd; ngUk;gFjp

,d;dKk; fldl;il %ykd;wp> gzk; %yNk nfhLg;gdTfis

Nkw;nfhs;fpd;wd. fld; eltbf;iffs; kPjhd ,aYik my;yJ

ehl;lkpd;ik ,yj;jpudpay; tzpfj;Jf;fhd Kf;fpakhdnjhU

jilahfTs;sJ. mj;Jld;> ,izak; %ykhd nfhLf;fy;thq;fy;

ghJfhg;G njhlh;ghd tplaq;fs; gy thbf;ifahsh;fshy; fUj;jpy;

nfhs;sg;gLk; Kf;fpa tplakhfTs;sJ.

(c) fyhr;rhuk; - NtWgl;l nkhopfs; kw;Wk; fyhr;rhu jsq;fs; ntspehLfspy;

,yj;jpudpay; tzpfj;ij Nkw;nfhs;tjw;fhd jilahfTs;sd.

,lh;jtph;epiy> jdpg;gl;l jd;ikf;fhd kdg;ghq;F kw;Wk; tho;f;iff;

Nfhy NtWghLfs; Mfpad ,izag; ghtidapy; jhf;fk; nrYj;Jfpd;wd.

(d) epWtd tif – rpy;yiw tzpfk;> Rw;Wyhj;Jiw kw;Wk; cw;gj;jpj;Jiw

Mfpad jdpg;gl;l jd;ik> ek;gpf;if> epjprhh; jpUk;gy;fs; kw;Wk;

ek;gfkhd mstPLfs; njhlh;ghd epr;rakw;w jd;ik> Nkhrb> MjuT

kw;Wk; Kiwikg; guhkhpg;G cs;slq;fyhd gpujhd gpur;rpidfis

milahsk; fz;Ls;sd. rpwpa kw;Wk; eLj;ju mstpyhd chpkq;fSf;F>

gyjug;gl;l jilfs; fhzg;gLfpd;wd: (i) eilKiwg;gLj;jYf;fhd fpuak; (ii) KjyPl;bd; kPjhd cldbahd jpUk;gYf;fhd Njit (iii) Gjpa jpwd;fisj; Njitg;gLj;Jk; ,yj;jpudpay; juTg; ghpkhw;wk;

Kjypa njhopy;El;g rpf;fy;jd;ikfs; (iv) Vw;fdNtAs;s tiuaWf;fg;gl;l jfty; njhopy;El;g tsq;fisf;

nfhz;l rpwpa kw;Wk; eLj;ju mstpyhd chpkq;fspd; epWtdk;rhh;

jahuw;w epiyik

(v) czug;gl;l ed;ikfspd;ik

(vi) chpikahsh; my;yJ KfhikahsuJ jplkpd;ik

(vii) ,ufrpaj;jd;ik kw;Wk; Nkhrb njhlhlghd ghJfhg;G

Draft Version


202 CA Sri Lanka

6.3 fzf;fpay; kw;Wk; epjp njhopy;rhu; egu;fspdhy; jPu;khdk;

Nkw;nfhs;sypy; njhopy;El;gk; vt;thW gad;gLj;jg;glyhk; ,yj;jpudpay; tzpfg; gpuNahfq;fs; epWtdj;jpd; midj;J nraw;ghl;Lg;

gug;Gf;fspYk; tzpfr; nraw;ghLfs; kw;Wk; njhopw;ghLfspd; xUq;fpizg;gpd;

kPJ njhopy;El;gj;ij ,yf;Fitj;j tifapy; jhf;fk; nrYj;Jk;. ,e;jf;

fhuzj;Jf;fhf> epjpj; njhopy;rhh; egh;fs; epjpf; nfhLf;fy;thq;fy; gjpT

nra;jy;> Kiwikf; fzf;fha;T kw;Wk; gFg;gha;T mwpf;if Kfhikj;Jtk;

kw;Wk; ntspaPL njhlh;ghd NtWgl;l Kiwfs; kw;Wk; fUtpfs; njhlh;ghf

mtjhdkhf ,Ug;gJ mtrpakhFk;.

Draft Version


CA Sri Lanka 203

CHAP

TER

ROU

ND

UP

ve;jnthU epWtdj;Jf;Fk; mjd; ,yj;jpudpay; tzpf mbg;gilfs; tzpfj;jpd;

njhopw;ghl;L Kfhikj;Jt nrad;KiwfspDs; xUq;fpizf;fg;gLtJ

mtrpakhdjhFk;. ,J jilaw;w nrad;Kiwfs;> rpwe;j gFg;gha;T

,aYikfs; kw;Wk; epWtd nraw;ghLfs; njhlu;ghd KOikahd fl;Gyf;

jd;ik Mfpatw;iw cWjp nra;Ak;.

toq;fy; rq;fpyp Kfhikj;JtkhdJ toq;fy; rq;fpypapd; epWtdj;jpd;

fl;Lg;ghL my;yJ nry;thf;Ff;F cl;gl;l gFjpfis Kfhik nra;tjid

Fwpg;gpLk;. ,yj;jpudpay; nfhs;tdT cs;slq;fyhd vz;zpay; Kiwfs;

Nru;e;j toq;fy; rq;fpypapyhd njhopy;El;gj;jpd; ghtidahdJ epWtdk; jdJ

njhopw;ghLfs; njhlu;ghd KOikahd fl;Gy jd;ikia cWjp nra;tjw;F

mtrpakhdjhFk;.

kdpj ts Kfhikj;Jt njhopy;El;gk; epWtdj;jpDs;Nsahd tzpf

nrad;Kiwapd; xU gFjpahf> xl;Lnkhj;j kdpjts rf;fuk; KOtJk;

gad;gLj;jg;glj;jf;f gy;NtWgl;l tzpf nrad;Kiwfis cs;slf;fpajhFk;.

nkhj;jj;ju Kfhikj;Jtk; vd;gJ cw;gj;jp nra;ag;gLk; nghUl;fs; my;yJ

Nritfs; thbf;ifahsu;fsJ vjpu;ghu;g;gpid jpUg;jp nra;tJ my;yJ tpQ;rp

epw;gjid cWjpg;gLj;Jk; tifapyhd tzpf njhopw;ghLfis jpl;lkply; kw;Wk;

fl;Lg;gLj;jYf;fhd Kw;WKOjhd xUq;fpizf;fg;gl;l Kiwik MFk;.

Harmon (2003) mtu;fs; Fwpg;gpLtjd;gb vjpu;ghu;f;fg;gl;l mstpw;fhd

nrad;Kiw khw;wj;ij cUthf;Ftjw;F %d;W tifahd Nkk;ghLfs;

gad;gLj;jg;gLfpd;wd:

• nrad;Kiw Nkk;ghL vd;gJ xU cgha uPjpahd> mjpfupj;j El;gk; MFk;.

• nrad;Kiw kPs;nghwpKiwahf;fk; vd;gJ ika nrad;Kiwfs; njhlu;ghd je;jpNuhgha kl;lj;jpyhd KO rpe;jid MFk;.

• nra;Kiw kPs;tbtikg;G vd;gJ Kf;fpakhd khw;wq;fis Njitg;gLk; ,ilepiy kl;lj;jpyhd nraw;ghl;L mstPL MFk;.

ESS kw;Wk; MSS Mfpad Copau;fs; kw;Wk; Kfhikahsu;fs; kdpjts

Kfhikj;Jt Kiwik Rw;Wr;R+oypy; ekJ Ra jfty;fis Kfhik

nra;tjw;fhd Kiwfs; MFk;.

,yj;jpudpay; nfhLg;gdTj; njhopy;El;gk; Ntfkhf efu;fpd;w> ,izatopapy;

fldl;il %ykhd nfhLg;gdT Kjy; njhFjpr;rq;fpyp tiuahd gy;NtW

Kiwfis cs;slf;fpajhFk;. xt;nthU KiwANk Kiwikapd; epiyj;j

jd;ikapd; mbg;gilapy; ngwg;gl;l ed;ikfs; kw;Wk; njhlu;Ggl;l ,lu;fisf;

nfhz;bUf;Fk;.

njhopy;El;g ,yj;jpudpay; tzpfg; gpuNahfq;fs; Vida njhopy;El;gq;fSld;

,ize;j tifapy; ,lu; mw;wit my;y. eilKiwg;gLj;j Muk;gpg;gjw;F

Kd;du; ,e;j gFjpfs; epWtdj;jpdhy; gjpy; ,Wf;fg;gl;L Kfhik nra;ag;gLjy;

Ntz;Lk;.

mj;jpahar; RUf;fk;

Draft Version


204 CA Sri Lanka

PRO

GRES

S TE

ST

1 EDI vd;gJ ,yj;jpudpay; tu;j;jf ehshe;j xUq;fpizg;G MFk;- ,J rupahdjh

jtwhdjh?

2 ,uz;L tifahd ,yj;jpudpay; nfhLg;gdT Kiwfis ngahpLf.

3 RFID njhopy;El;gk; vd;gJ vd;d?

4 ifrd; vd;gjd; fUj;J vd;d?

5 ,yj;jpudpay; nfhLg;gdTg; gupkhw;w Kiw vd;gjd; fUj;jpid tpsf;Ff.

Kd;Ndw;wg; ghPl;ir

Draft Version


CA Sri Lanka 205

ANSW

ERS

TO P

ROGR

ESS

TEST

1 jtwhdJ- ,yj;jpudpay; juT gupkhw;wk;.

2 ,izatopf; fldl;il %yf; nfhLg;gdT> ,izaj;js tq;fpapay;> vz;zpay; ehzak; my;yJ FwpaPl;L ehzak;> ,yj;jpudpay; gzg;ig.

3 RFID vd;gJ topapy; cs;s nghUl;fs; Nghd;w cUg;gbfis milahsk; fhz;gjw;fhd xU jd;dpaf;fkhd Kiw MFk;.

4 ifrd; vd;gjd; fUj;J “njhlu;r;rpahd Nkk;gLj;jy;” MFk;. ,J njhlu;r;rpahd rpwpa Nkk;gLj;jy;fs; %yk; vg;NghJNk Kbtilahj njhlu;r;rpahd Kiwapy; juj;ij Nkk;gLj;Jk; nrad;KiwahFk;.

5 gupkhw;w KiwapNy> toq;Fdu;fs; kw;Wk; nfhs;tdthsu;fs; %d;whk; jug;G jpwe;j re;ij gug;gpd; Clhf tu;j;jfj;jpy; <LgLtu;. mtu;fs; gof;fkhf xUtUld; xUtu; njhlu;G nfhz;lhYk;> mtu;fSila ve;jtpjkhd fl;likf;fg;gl;l cwT KiwfSk; fhzg;glhJ.


Draft Version

vz;zpay; js re;ijg;gLj;jy; eilKiwfs;

mwpKfk; re;ijg;gLj;jy; eilKiwfs; ,g;NghJ vz;zpay; jsq;fSld; ,izfpd;wd> NkYk;

,e;j $Wfis ,zf;fkhf epu;tfpf;f gy;NtW topfs; cs;sd. ,-re;ijg;gLj;jy; kw;Wk;

kpfTk; ghuk;gupa re;ijg;gLj;jy; ,ilNa gy xg;gPLfs; kw;Wk; khWgl;l mk;rq;fs;

cs;sd> NkYk; fUtpfs; kw;Wk; gad;ghLfis ntw;wpfukhfg; gad;gLj;Jtij

cWjpnra;a xU epWtdk; ,tw;iw gFg;gha;T nra;J Gupe;Jnfhs;tJ Kf;fpakhFk;;>

cjhizkhf> thbf;ifahsu; njhlu;G kw;Wk; NjLnghwp cfg;ghf;fk;.

khWgl;l ,-re;ijg;gLj;jy; fUtpfs; kw;Wk; topKiwfisg; Gupe;Jnfhs;tJ

re;ijg;gLj;Jgtu;fSf;F ntt;NtW Clfq;fs; topahf jfty;fis toq;f

mDkjpf;Fk;> ,jdhy; gz;lf;Fwp tpopg;Gzu;T> tpw;gid kw;Wk; thbf;ifahsu; cwT

Kfhik tha;g;Gfs; mjpfupf;Fk;.

mwpTf; $W

D vz;zpay; Afj;jpyhd re;ijg;gLj;jy; je;jpNuhghak; 4.1 vz;zpay; jsj;jpyhd

re;ijg;gLj;jy;

eilKiwfs;

4.1.1 etPd tzpf epWtdq;fshy; gpd;gw;wg;gLk; ,yj;jpudpay; re;ijg;gLj;jypd;

%yf;$Wfis Vw;gpirT nra;jy;.

4.1.2 ,yj;jpudpay; re;ijg;gLj;jy; fUtpfs; kw;Wk; mtw;wpd; rhj;jpakhd

gpuNahfq;fis tpsf;Fjy;.

4.1.3 cw;gj;jpfs; kw;Wk; Nritfspd; ,yj;jpudpay; rpy;yiw tpahghu nrad;Kiwia

fye;JiuahLjy;.

4.1.4 ,yj;jpud; rpy;yiw tpahghu nrad;Kiwapd; ed;ikfs; kw;Wk; tiuaiwfis

thbf;ifahsu; kw;Wk; tzpf Nehf;fpy; milahsk; fhZjy;.

4.1.5 jkJ thbf;ifahsu;fSf;F GJik kpf;f nra;jpfis toq;Ftjw;fhf

re;ijg;gLj;Jdu;fs; gpd;gw;Wk; vz;zpay; jsq;fis milahsk; fhZjy;.

4.1.6 je;jpNuhgha Nehf;fpy; tzpfq;fspd; Njly; nghwp cfg;ghf;fk;; nra;Kiwf;fhd

rhj;jpakhd gpuNahfq;fis fye;JiuahLjy;.

4.1.7 vz;zpay; R+oypy; thbf;ifahsu; cwTKiw Kfhikj;Jtg; gpuNahfq;fis

milahsk; fhZjy;.

4.1.8 NtWgl;l Nehf;Ffspy; r%f Clf tzpfg; gpuNahfq;fis Vw;gpirT nra;jy;.

203

mj;jpahak;

Draft Version

BL8 | Chapter 9: Marketing Practices in Digital platform

2 CA Sri Lanka

1.1 re;ijg;gLj;jy; njhlu;ghd gpur;rpidfs; mryhd re;ijg;gLj;jy; fyit ehd;F %yf;$Wfshd cw;gj;jp> tpiy>

,lk; kw;Wk; Nkk;gLj;jy; Mfpatw;iw khj;jpuNk nfhz;bUe;jJ. nghUl;fis

re;ijg;gLj;Jtjpy; ,j;jifa ehd;F %yf;$WfSk; NghJkhditahf

fUjg;gl;ld. ,e;j ehd;F %yf;$Wfs; njhlu;ghd re;ijg;gLj;jy;

je;jpNuhghak; gpd;tUk; tplaq;fis fUj;jpy; nfhs;fpwJ:

re;ijg;gLj;jy; fyit %yf;$W

tpguzk;

1. cw;gj;jp cw;gj;jpfSf;F Nkk;ghLfis Vw;gLj;Jjy;

kw;Wk; tpw;gidf; Nfs;tpiag; guhkupf;f

kw;Wk; cw;gj;jpapd; MAis ePl;bf;f

Kaw;rpj;jy;.

2. tpiy re;ijapy; tpiy Nghl;b njhluf;$Lk;> Mdhy;

tPo;r;rpailAk; tpw;gidAld; myFf; fpuaq;fs;

mjpfupf;Fk; NghJ> ngUksTj; njhiff;fhd

tpiy Fiwg;G fbdkhf ,Uf;fyhk;. ,J

njhlu Ntz;Lkhdhy; ,yhgj;jd;ik

,yhgfukhdjhf ,Uf;f Ntz;Lk; vd;gNj

,jw;Ff; fhuzk;.


1 ,yj;jpudpay; re;ijg;gLj;jy; vjpu; ghuk;gupa re;ijg;gLj;jy; 4.1.1

2 ,yj;jpudpay; re;ijg;gLj;jypd; $Wfs; 4.1.2

3 ,yj;jpudpay; re;ijg;gLj;jy; fUtpfs; 4.1.3

4 ,yj;jpudpay; rpy;yiw tpahghu nghUl;fs; kw;Wk; Nritfs;

4.1.4

5 ,yj;jpudpay; rpy;yiw tpahghuk; %ykhd thbf;ifahsu; kw;Wk; epWtdj;jpw;fhd mD$yq;fs; kw;Wk; gpujp$yq;fs;

4.1.5

6 ,yj;jpudpay; re;ijg;gLj;jy; njhlu;ghly; 4.1.6

7 Njly; nghwp cfg;ghf;fk;; 4.1.7

8 thbf;ifahsu; cwTKiw Kfhikj;Jtk; 4.1.8

,yj;jpudpay; tzpf je;jpNuhghak;: $l;Ltzpf je;jpNuhghaj;jpw;F

Mjutspf;ff;$ba kw;Wk; nry;thf;F nrYj;jf;$ba cs;sf kw;Wk;

ntspthhpahd ,yj;jpudpay; njhlu;ghly;fspd; gpuNahfj;jpw;fhd mZFKiw

1 ,-re;ijg;gLj;jy; vjpu; ghuk;gupa re;ijg;gLj;jy;

Draft Version


CA Sri Lanka 3

re;ijg;gLj;jy; fyit %yf;$W

tpguzk;

3. ,lk; Fiwthd tpepNahf Clfq;fs; ,Uf;fyhk;.

kPjKs;s thbf;ifahsu;fis miltjw;F

NghJkhd tpepNahf Clfq;fis vt;thW

jf;f itj;Jf; nfhs;tJ vd;gij

cw;gj;jpahsu;fs; fUj;jpy; nfhs;s

Ntz;bapUf;fyhk;. 4. Nkk;gLj;jy; tpsk;guk; kw;Wk; Nkk;gLj;jy;fSf;fhd nryT

FiwAk;> Vndd;why; mjpf nryT ,dp

epahag;gLj;jg;glhJ.

NritfSf;fhd re;ijg;gLj;jy; cUthf;fg;gl;lJk;> re;ijg;gLj;jy;

njhlu;Ggl;l midj;J tplaq;fisAk; milahsk; fhzg;gl;l ehd;F

%yf;$Wfs; NghJkhd mstpy; jpUg;jp nra;J nfhs;stpy;iy vd

czug;gl;lJ.

MfNt> NritfSf;fhd re;ijg;gLj;jy; fyit egu;fs;> nrad;Kiwfs;

kw;Wk; ngsjPf rhd;Wfs; Mfpa %d;W %yf;$Wfis cs;slf;fp VO

%yf;$w;Wf; fyitahf tp];jupf;fg;gl;lJ: ,e;j Nkyjpf %yf;$Wfs;

gpd;tUkhW tpsf;fg;gLfpd;wd:

5. kf;fs; 'kf;fs; "vd;gJ Kf;fpakhf Copau;fisf;

Fwpf;fpwJ. ngUk;ghyhd (Mdhy; midj;JNk

,y;iy) Nritfs; thbf;ifahsu;fSf;F

epWtdj;jpd; Copau;fshy; toq;fg;gLfpd;wd.

vdNt Nritia re;ijg;gLj;j cjTtjpy;

gzpahsu;fs; Kf;fpak;: thbf;ifahsu;

NritapypUe;J ngWk; kjpg;gpy; mit Neub

tpisitf; nfhz;Ls;sd.

6. ngsjPf rhd;Wfs; ngsjPf rhd;Wfs; gz;lf;Fwpapd; Njhw;wk;

kw;Wk; czu;T Nghd;w mUt mk;rq;fisf;

Fwpg;gJld;> mJ ,aq;Fk; fl;blq;fs; kw;Wk;

epWtdj;jpd; toq;fy;> rPUilfs;> fbjj;

jiyg;G kw;Wk; gytw;iwg; gad;gLj;Jjy;

Nghd;w ngsjPf rhd;WfSkhFk;.

7. nrad;Kiwfs; nray;Kiw vd;gJ thq;Ftjw;Fk; tpw;gid

nra;tjw;Fk; gadu; el;G mikg;Gfisg;

gad;gLj;jp Nritfs; toq;fg;gLtijf;

Fwpf;fpwJ.

,e;j VO %yf;$WfSk; ,ize;j tifapy; tp];jhpf;fg;gl;l re;ijg;gLj;jy; fyitfs; vd Fwpg;gplg;gLfpd;wd.

NritfSf;fhd tp];jupf;fg;gl;l re;ijg;gLj;jy; fyitfs; (7Ps) cw;gj;jp>

tpiy> ,lk;> Nkk;gLj;jy;> egu;fs;> ngsjpf rhd;Wfs; kw;Wk; nrad;Kiwfs;

Mfpatw;iw cs;slf;Ffpd;wd. nghJthf jw;NghJ tzpfq;fs; Nrit

xd;Wf;fhd re;ijg;gLj;jy; fyitapid cUthf;Fk; NghJ ,tw;iwf;

ftdj;jpy; nfhs;fpd;wd.

,e;j xt;nthU fhuzpAk;> mjd; rhu;gsthd Kf;fpaj;JtkhdJ toq;fg;gLk;

Nritapy; jq;fp ,Uf;fpwJ.

Draft Version


4 CA Sri Lanka

1.2 NritfSf;fhd cw;gj;jp> tpiy> ,lk; kw;Wk; Nkk;gLj;jy; nghUl;fis re;ijg;gLj;JtJ Nghy Nritfis re;ijg;gLj;Jk; NghJk;

mry; ehd;F re;ijg;gLj;jy; fyitfSk; Kf;fpakhdjhff; fhzg;gLfpd;wd.

cw;gj;jp vd;gJ thbf;ifahsu;fSf;F toq;fg;gLk; Nrit kw;Wk; mjd;

,ay;Gfisf; Fwpf;Fk;. vdpDk; gy;NtWgl;l Nritfs; fhzg;gLfpd;wd

vd;gjid epidtpy; itj;jpUj;jy; Ntz;Lk;. cjhuzkhf>

(a) njhiyj;njhlu;G epWtdq;fshy; toq;fg;gLk; ifj;njhiyNgrp

NritAld; xg;gpLk; NghJ fzf;fhsu;fshy; Nrit toq;Fdh;fSf;F

toq;fg;gLk; Nrit kpfTk; NtWgl;ljhFk;. MfNt> epWtdq;fspd;

Nritapd; xUgFjpahf Vida mk;rq;fisAk; toq;ff; $bajhf

fhzg;gLtjdhy;> ngsjPfg; nghUl;fspYk; ghu;f;f Nritfs;

Fiwe;jsT xg;gplj;jf;fitahf fhzg;glyhk;. Nritapy; cs;slf;fg;

gl;Ls;s mk;rq;fs; vit kw;Wk; me;j Nritapdhy; Efu;NthUf;F

fpilf;Fk; ed;ikfs; vit vd;gJ njhlu;ghf Efu;NthUf;F

njspTgLj;Jk; tfpghfk; re;ijg;gLj;jiy rhu;e;jjhFk;.

(b) rpy tifahd NritfSf;F ghupasT %yjd KjyPL

Njitg;gLtJld; rpytifahdtw;Wf;F Fiwe;jsT %yjdk;

NghJkhdjhFk;. xNu njhopw;JiwapDs;Ns NtWgl;l epWtdq;fs;

NtWgl;l %yjd KjyPl;L mstpy; njhopw;gLfpd;wd. cjhuzkhf>

Nghf;Ftuj;Jj; Jiwapy; gy;NtW Rw;Wyh njhopw;ghl;lhsh;fs;

Fiwe;jsT KjyPl;bid nfhz;bUf;f fg;gy; Nghf;Ftuj;J epWtdq;fs;

fg;gy;fSf;fhff; $Ljyhd KjyPl;bid nrytpLfpd;wd.

,lk; vd;gJ Nritfs; toq;fg;gLk; ,lk; kw;Wk; thbf;ifahsu;fs; ngw;Wf;

nfhs;Sk; ,lk; Mfpatw;iw Fwpg;gpLk;. ,it ,uz;Lk; vg;NghJk; xNu

,lkhf ,Ug;gJ ,y;iy. cjhuzkhf> njhiyj;njhlu;ghly; Nritfs; xU

njhiyj;njhlu;ghly; tiyaikg;gpypUe;J toq;fg;gLfpd;wd> Mdhy;

thbf;ifahsu;fs; ve;j ,lj;jpy; jkJ njhiyNgrpia gad;gLj;Jfpwhu;fNsh

me;j ,lj;jpNyNa gjtpia ngw;Wf; nfhs;fpwhu;fs;.

xU ngsjPf cw;gj;jpia tpl NritahdJ Fiwe;j ngsjPfj; jd;ikapid

nfhz;bUg;gjdhy; Nritf;fhd tpiy kpff; ftdkhd Kiwapy; fUj;jpy;

nfhs;sg;gLk;. tpiyf;F MjuT toq;Ftjw;fhf> vd;d tifahd Nritfs;

toq;fg;gLfpd;wd vd;gJ njhlu;gpy; kpff; Fwpg;ghf Nkyjpf my;yJ rpwg;ghd

Nrit toq;fg;gLtjdhy; Nghl;bahsu;fs; tpiyapYk; ghu;f;f $Ljyhd

tpiy mwtplg;gLfpd;wjh vd;gjpy; Efu;Nthu; KOikahd ftdj;ij

nfhz;bUf;fpwhu;fs;.

Nkk;gLj;jy; njhlu;ghd tplaq;fs; nghUl;fs; NghyNt NritfSf;Fk;

fhzg;gLfpd;wd vdpDk;> filKfg;gpy; vt;thW cw;gj;jpapid

fhl;rpg;gLj;JtJ vd;gJ xU rthyhFk;. ngsjPf nghUl;fisf; nfhs;tdT

nra;a Kd;du; Efu;Nthu; mjidj; njhl;Lg; ghu;j;Jf; nfhs;s KbAk;.

NritfSf;F> ,J Fiwe;j msT nghUj;jkhdjhf ,Ug;gJld; Efu;Nthu;

ngUk;ghYk; tha;nkhop %y cWjpg;ghL kw;Wk; Vidatu;fsJ mDgtj;jpy;

jq;fpapUf;fpwhu;fs;. MfNt Nritfspd; Nkk;gLj;jypd; xU gFjpahf>

EfUk;NghJ VidNahh; ngw;Wf; nfhz;l Neu;f;fzpa mDgtq;fis

ntspf;fhl;Lk; xU kPsha;T %yf;$W ngUk;ghYk; cs;slf;fg;gLk;. Ma;Tfs;

xU RahjPdkhd cWjpg;ghL kw;Wk; ek;gpf;ifapid toq;Fk; Mdhy;>

Nritapd; re;ijg;gLj;jy; tpguj;jpy; Fwpg;gplg;gl;Ls;s gad;fis vtNuDk;

xUrpyu; Neu;f;fzpakhf ngw;Wf; nfhz;lhy; khj;jpuNk Vida Efu;Nthu;

Nritapid Efu;tJ ghJfhg;ghdjhf czu;e;J nfhs;th;.

Draft Version


CA Sri Lanka 5

1.3 kf;fs; xU nghUs; my;yJ Nritia toq;Ftjpy; thbf;ifahsu; njhlu;gpd; msT

vt;tsT mjpfkhf ,Uf;fpwNjh> mt;tsT Kf;fpakhdJ epWtdj;jpy;

cs;stu;fspd; gq;F. ,q;Nf> kf;fs; vd;gJ epWtdj;jpy; gzpGupAk;

Copau;fs; kw;Wk; tpw;gidahsu;fisf; Fwpg;gpLk;.

gy re;ju;g;gq;fspy;> xU Nritia toq;FtJ kw;Wk; rk;ge;jg;gl;l

Copau;fspd; ngsjPf gpurd;dk; Mfpait gpupf;f KbahjitahFk;. ,jdhy;

jhd;> Nrit re;ijg;gLj;jiy ,d;Dk; KOikahf gpujpgypf;Fk; nghUl;L>

Nrit re;ijg;gLj;jy; fyitapy; 'kf;fs;” vd;w nrhy; Fwpg;ghf

Nru;f;fg;gl;lJ.

rpy re;ju;g;gq;fspy;> cz;ikapy; Ntiyiar; nra;Ak; egu;fspd; ngsjPf

gpurd;dk; thbf;ifahsu; jpUg;jpf;fhd Kf;fpa mk;rkhFk;. xU cztfj;jpy;

ghpkhWgth;fsJ Nrit my;yJ xU KbjpUj;j epiyaj;jpy; jiyKb

myq;fhu epGzh;fsJ Nrit Kjypad ntspg;gilahd cjhuzq;fshFk;.

rk;ge;jg;gl;l egu;fs; Nritiar; nra;jy; my;yJ 'cw;gj;jpia Nkw;nfhs;sy;>

Nritia tpw;wy; kw;Wk; Nritia Nkk;gLj;Jjy;> jfty;fisr; Nrfupj;jy;;>

thbf;ifahsu; NjitfSf;F gjpyspj;jy; kw;Wk; thbf;ifahsUld; njhlu;G

nfhs;Sjy; Mfpatw;wpy; <LgLth;.

xU Nritia toq;Ftjpy; Copau;fs; thbf;ifahsu;fSld; Neubahfj;

njhlh;GWk; NghJ> mtu;fs; thbf;ifahsu; ngWk; jpUg;jp kw;Wk; ngWkjpapy;

Neubahd jhf;fj;ij Vw;gLj;JfpwJ vd;gij mtu;fs; Gupe;J nfhs;s

Ntz;Lk;. re;ijg;gLj;jy; njhlu;ghd 'kf;fs;” njhlh;ghd tplaq;fspy;

gpd;tUgit cs;slq;fyhk;:

• Njhw;wk; • thbf;ifahsiuf; ifahs;tjpyhd mZFKiw • elj;ij • jpwd;> my;yJ czug;gl;l jpwd; • xU ey;y Nritia toq;Ftjw;fhd mu;g;gzpg; • ey;nyz;zk; / ,ufrpaj;jd;ik • Neu;ik / newpKiwfs; • njhopy;rhh;epiy Copau;fs; Gupe;Jnfhz;L Vw;Wf;nfhs;sj; jf;fthW thbf;ifahsu; Nritf;

fyhr;rhuj;ij cUthf;Fk; tifapy; Kfhikahsh;fs; thbf;ifahsu;

Nritapd; ngWkjpapid Nkk;gLj;j Ntz;Lk;. thbf;ifahsu; guhkupg;G

kw;Wk; kf;fs; njhlu;Gfspy; Fwpg;ghf ftdk; nrYj;jp Kd;thpir Copau;fs;

njupT nra;ag;gl;L> gapw;rpaspf;fg;gl;L Cf;Ftpf;fg;gl Ntz;Lk;.

Copau;fs; vt;thW Nritia toq;f Ntz;Lk; kw;Wk; thbf;ifahsiu

jpUg;jpg;gLj;Jtjw;fhf Nritia vt;thW toq;f Ntz;Lk; vd;gij

re;ijg;gLj;jy; Kfhik fUj;jpy; nfhs;s Ntz;Lk;.

thbf;ifahsu; cwT Kfhikf;F (CRM) Kd;thpir Nrit Copau;fSk;

Kf;fpakhth;> ,J gpd;du; gpupT 8 ,y; tptupf;fg;gl;Ls;sJ.

Draft Version


6 CA Sri Lanka

1.4 nrad;Kiwfs; re;ijg;gLj;jy; fyitapy; cs;s 'nrad;Kiw” vd;gJ Nritapd;

nraw;ghl;il ghjpf;Fk; epWtdj;jpd; Kiwikfs; kw;Wk; nrad;KiwfSld;

njhlu;GilajhFk;.

gy;kUj;JtUf;fhd gazj;Jld; njhlu;Gila nrad;Kiwfisg; gw;wp

rpe;jpAq;fs;. cq;fs; re;jpg;ig Kd;gjpT nra;a gy; kUj;Jtu; xU Fwpg;gpl;l

Kiwiaf; nfhz;bUg;ghu; - cjhuzkhf xU ,izatop Kd;gjpT trjp

,Uf;fyhk;> my;yJ njhiyNgrp Kd;gjpT my;yJ xt;nthU tUifapYk;

cq;fs; mLj;j Nrhjid re;jpg;igr; nra;Ak; eilKiw ,Uf;fyhk;. cq;fs;

eilKiwapy; xU nrad;Kiw my;yJ tof;fkhdjhf ,Uf;fyhk;> ,J

ePq;fs; mWit rpfpr;irf;F tUk;NghJ gpd;gw;w Ntz;ba eilKiwahf>

cjhuz;khf xU Fwpg;gpl;l tupirKiw kw;Wk; jhkjkhf tUgth;fspy;

mtrukhdth;fis ifahs;tjw;fhd rpy Kiwfs; ,Uf;fyhk;. jukhd

Nritia toq;Ftjw;fhd KOikahd nrad;Kiw rpyNeuq;fspy; Mjp

Kjy; me;jk; tiuahd thbf;ifahsu; Nrit vd Fwpg;gplg;gLfpwJ> NkYk;

Nrit re;jpg;gpd; xt;nthU mk;rj;ijAk; njhlf;fj;jpypUe;J KbT tiu

cs;slf;fpajhFk;.

thbf;ifahsu;fSf;F xU Nritia toq;Ftjpy;> nrad;Kiwfs; kw;Wk;

eilKiwfs; rPuhf nray;gLtJ Kf;fpakhf ,Ug;gJld;> thbf;ifahsu;

Nritia rpf;fypy;yhky; ngWtJld; thbf;ifahsupd; vjpu;ghu;g;Gfs; G+u;j;jp

nra;ag;gLk;.

1.5 ngsjPf rhd;W ngsjPf rhd;Wfs; vd;gJ 'Nrit toq;fiy Mjupf;Fk; kw;Wk; Nritapd;

epiyg;ghL Fwpj;j jlaq;fis toq;Fk; my;yJ thbf;ifahsUf;F mtu;fs;

ngw;w mUtkhd ed;ikfis milahsg;gLj;Jtjw;fhf mtu;fSld; vLj;Jr;

nry;y toq;fg;gLk; cUtKs;s %yfq;fisf; Fwpf;Fk;" (gpuhrpq;ld; kw;Wk;

ngl;bl;> 1999).

Nritfspd; mUtj;jd;ik fhuzkhf> tUq;fhy thbf;ifahsu;fs;

ntt;NtW Nrit toq;Feu;fspilNa Nju;T nra;Ak;NghJ kjpg;gPL nra;tjw;F

Fiwthd Mjhuq;fisf; nfhz;bUg;gh; my;yJ vJtpjkhd rhd;WfSk;

mw;wpUg;gh;. cjhuzkhf> tup MNyhridiag; ngWtjw;F ,uz;L

fzf;fhsu;fspilNa cq;fSf;F tpUg;gk; ,Ue;jhy;> ,UtUk; xNu

fl;lzj;ij tR+ypg;ghu;fs; vd;why;> ve;j fzf;fhsiug; gad;gLj;j Ntz;Lk;

vd;gij ePq;fs; vt;thW jPu;khdpg;gJ?

re;ijapy;> ngsjPf rhd;Wfs; thbf;ifahsu;fs; Nritapd; juj;ij

jPu;khdpf;ff;$ba topKiwahf tpsq;Fk; mUtkhd Nrit jahupg;Gfspd;

cUtKs;s mk;rq;fisf; Fwpf;fpd;wd.

xU Nritapd; ngsjPf rhd;Wfs; thbf;ifahsiu Nritia thq;Ftjw;F

mjpf tpUg;gj;ij Vw;gLj;Jk; my;yJ ngwg;gl;l Nritapy; mjpf jpUg;jp

mila itf;Fk; Nehf;fpy; ntt;NtW topfspy; toq;fg;glyhk; - Nrit

,aw;ifapy; mUtUg;ghdjhf ,Ue;jhYk; $l.

Draft Version


CA Sri Lanka 7

1.5.1 ngsjPf rhd;WfSf;fhd cjhuzq;fs;

Nrit tpepNahfr;

#oy;

trjpfs; nfhs;tdTf;fhd

ngsjPf rhd;Wfs;

• ,yr;rpid>

th;zq;fs;

• fl;likg;G tbtk;

• Copah; rPUilfs;

• xyp kl;lq;fs; • kzk;

• ,aw;#oy;

(Ambience) • Jiz thrpg;Gg;

nghUl;fs;

mjhtJ

gpuRuq;fs;>

nkDf;fs;

• tiyj;js

tbtikg;G>

glq;fs;

• thfdq;fs;> tpkhdq;fs;

• cgfuzk;>

fUtpfs;

• fhj;jpUf;Fk; gFjpfs; kw;Wk;

trjpfs; mjhtJ

NjePu; kw;Wk;

Nfhg;gp

• nghjp ciwfs; kw;Wk; gpw mr;rplg;gl;l jfty;fs;

• rPl;Lf;fs;> ifr;rhj;Jf;fs; kw;Wk; nfhs;Kjy; cWjpg;gLj;jy;fs;

• NyhNfhf;fs; kw;Wk; gz;lf;Fwp milahsj;jpd; gpw Gyg;gLk; rhd;Wfs;

• nghjpaply;

1.5.2 #oy; kw;Wk; Rw;Wr;#oy; Nritfs; mUtkhdit. NritahdJ epfo;e;jpUg;gij cWjpg;gLj;j

cUtKs;s VNjDnkhd;iw ngsjPf rhd;Wfs; toq;Fk;. NkYk; Nritapd;

juj;ij 'czu” kf;fSf;F cjTk;. xU filf;F vj;jid Ngu; tUfpwhu;fs;?

mtu;fs; filapy; vt;tsT Neuk; nrytpLfpwhu;fs;? mtu;fs; thq;FtJ

vjid Kjypait filapd; R+oy; kw;Wk; ngsjPf tbtj;jpdhy;

ghjpf;fg;gLfpwJ. ntspr;rkhf;fy;> ntg;gkhf;fy;> xyp (,ir Nghd;wit)> epwk;

kw;Wk; third ,it midj;Jk; $l gq;fspf;fpd;wd.

mj;Jld; rpy;yiwf; filfs;> tq;fpfs;> tpkhd epWtdq;fs;>

fiyauq;fq;fs;> tuNtw;Giufs;> clw;gapr;p epiyaq;fs; kw;Wk;

mUq;fhl;rpafq;fs; midj;Jk; mtw;wpd; ngsjPf R+oy;fis ftdpj;Jf;

nfhs;fpd;wd.

Draft Version


8 CA Sri Lanka

2 ,yj;jpudpay; re;ijg;gLj;jypd; $Wfs;

2.1 ,yj;jpudpay; tu;j;jfk; kw;Wk; ,yj;jpudpay; re;ijg;gLj;jy; ,yj;jpudpay; tzpfk; kw;Wk; ,yj;jpudpay; re;ijg;gLj;jy; Mfpatw;Wf;F ,ilNaahd njhlu;Gfs; Fwpj;J tpopg;Gld; ,Ug;gJ Kf;fpakhFk;. xU 'ghuk;gupa” tzpf khjpupf;fhd tzpfj; je;jpNuhghaj;ij xU re;ijg;gLj;jy; je;jpNuhghak; Mjupf;f Ntz;baJ Nghy> xU epWtdj;jpd; re;ijg;gLj;jy; je;jpNuhghak; mjd; ,yj;jpudpay; tzpf je;jpNuhghaj;ij Mjupf;f Ntz;Lk;.

,Ug;gpDk;> ,-th;j;jfj;jpd; ClhLk; jd;ik vd;gJ ,-re;ijg;gLj;jypd; gy gz;Gfisf; nfhz;Ls;sJld; ghuk;gupa re;ijapypUe;J NtWgLj;Jk; gz;Gfs;

MW vd RUf;fkhff; $wyhk;;: ClhLk; jpwd; (Interactivity)> Ez;zwpT

(Intelligence)> jdpg;gadhf;fk; (Individualisation)> xUq;fpizg;G (Integration)> njhopw;Jiwf; fl;likg;G (Integration) kw;Wk; miktplj;jpd; RahjPdj;jd;ik

(Independence of location). ,it gpd;du; gpupT 6 ,y; tpupthf tpthjpf;fg;gLk;.

2.2 ,yj;jpudpay; re;ijg;gLj;jy; vjpu; ghuk;gupa gz;lf; Fwpaply; xU gz;lf;Fwp (brand): xU toq;Fdhpd; cw;gj;jpfis Nghl;bahsu;fs;

toq;Fk; nghUl;fspypUe;J milahsk; fhzTk; NtWgLj;jTk;

thbf;ifahsu;fSf;F cjTk; xU ngau;> rpd;dk;> nrhy;> Fwp my;yJ

tbtikg;G (gpiul; mz;l; /ngnuy;> 2014).

gz;lf;Fwp jq;fs; ,yf;F re;ijapy; ek;gpf;if> juk; kw;Wk; ek;gfj;jd;ik

gw;wpa nra;jpia njuptpf;fpd;wd> ,J ,yj;jpudpay; th;j;jfj;jpy; Fwpg;ghf

Kf;fpakhdJ> mq;F jdpAupik kw;Wk; ghJfhg;G Fwpj;J mbf;fb fhpridfs;

fhzg;gLfpd;wd.

gz;lf;FwpahdJ Efu;NthUf;F ngUk;ghYk; kypthd khw;Wj; njhptpYk;

ghh;f;f ngah;ngw;w gz;lf;Fwpiaj; Nju;e;njLf;Fk; tifapy; rf;jp kpf;fjhFk;.

,jw;fhd fhuzq;fs; gpd;tUkhW

• ngWkjpf;fhd cWjp> juk; my;yJ njhopw;gLjpwd; njhlh;ghf cw;gj;jp

my;yJ Nrit Nkw;nfhs;Sk; ek;gpf;if.

• cw;gj;jp my;yJ Nrit Njhy;tpailtjdhy; kPsTk; nfhs;tdT nra;a

Ntz;bapUf;Fk;> vdNt gz;lf;Fwpapl;l cw;gj;jp my;yJ Nritf;F

Muk;gj;jpy; mjpf fl;lzk; nrYj;JtJ nghUshjhu hPjpahf mu;j;jk;

kpf;fjhFk;.

• khw;Wtjw;fhd Kbit vLg;gij tpl> Kd;G mDgtpj;j gz;lf;Fwpiaj;

Nju;e;njLg;gJ vspJ.

,izak; kw;Wk; ,-th;j;jf epWtdq;fs; ghuk;gupa tzpf khjpupfis

rthYf;F cs;shf;fp> tpw;gidahsu;fs; kw;Wk; thbf;ifahsu;fs;

,ilapyhd cwit khw;wpAs;sd. ,Ug;gpDk;> xU tzpfj;jpd; ,-th;j;jf

jepjpNuhghak; mjd; xl;Lnkhj;j tzpf je;jpNuhghaj;Jld; xj;Jg;Nghf

Ntz;Lk;.

Draft Version


CA Sri Lanka 9

jw;Nghija vz;zpay; R+oypy; tzpfj;jpw;F vg;NghJk; tpuptilAk; fUtpfs;

cs;sd. epWtdq;fs; mj;jifa fUtpfisf; fz;Lgpbj;J gad;gLj;j

fw;Wf;nfhs;tjhy;> ,-re;ijg;gLj;jy; nrad;Kiw nkd;ikahfTk;>

Gj;jprhypj;jdkhfTk;> NtfkhfTk;> Nghl;bj;jd;ikAlDk; khWk;.

,izatop rpy;yiw tpw;gidahsu;fisg; nghWj;jtiu> Efu;Nthu;

ek;gpf;if> epidT$Ujy; kw;Wk; nfhs;tdT ek;gpf;iff;F gz;lf;Fwpaply;

Kf;fpakhdJ> mj;Jld; gz;lf;FwpaplyhdJ Kfg;G my;yJ tuNtw;G gf;f

tbtikg;G> ,yr;rpidfs;> glq;fs;> epWtdk; kw;Wk; mjd; kf;fisg; gw;wpa

jfty;fs;> js topnrYj;jy; kw;Wk; ,izatop cw;gj;jp MjuT (cw;gj;jp

tptuf;Fwpg;Gfs; Nghd;wit) mwpTWj;jy;> Neub mul;il my;yJ Efu;Nthu;

cjtp njhiyNgrpia epWTjy;) Mfpatw;iw cs;slf;Fk;.

fl;Gy ,dq;fhzy; (Visual identity)

,izatopay;yh kw;Wk; vz;zpay; jsj;jpy; xU cw;gj;jpapd; Njhw;wj;ijAk;

czu;itAk; jPu;khdpg;gjhy; fl;Gy milahsk; xU epWtdj;jpw;F

Kf;fpakhdjhFk;. fl;Gy milahsj;ij gz;lf;Fwpaply; kw;Wk;

epWtdj;Jld; njhlu;Gila tiyj;jsj;Jld; nghUj;JtJk; ed;ik gaf;Fk;.

,e;j topapy;> xU Efu;Nthu; cldbahf cw;gj;jp my;yJ Nritia

,izatop milahsj;Jld; ,izf;f KbAk;.

3 ,yj;jpudpay; re;ijg;gLj;jy; fUtpfs;

3.1 ,yj;jpudpay; tzpfj; njhopy;El;gq;fs; Clhf

thbf;ifahsu;fis ngw;Wf; nfhs;Sjy;

ifafg;gLj;jiy mile;Jnfhs;Sk; El;gq;fs; gpd;tUkhW:

(a) NjLnghwp cfg;ghf;fk; - jpwikahd tiyj;js tbtikg;G Njly;

KbTfspy; xU toq;Fdiu cau;j;j KbAk;.

(b) epGzu;fspd; fUj;ijAk; gaDs;s cjtpfisAk; toq;Fk;

nra;jpf;FOf;fs; kw;Wk; kd;wq;fs; Kiwrhuh R+oypy; tzpfq;fs; jq;fs;

rfhf;fs; kw;Wk; thbf;ifahsu;fSld; njhlu;Gnfhs;tjw;fhd xU

topahFk;.

(c) nra;jpkly;fs; xU epWtdj;ij kpd;dQ;ry; topahf> epWtdj;ijg;

gw;wpa nra;jpfs;> Gjpa cw;gj;jpfs; my;yJ Nritfs; kw;Wk;

,izajsj;jpy; ntspaplg;gl;l Gjpa jfty;fis mDg;g

mDkjpf;fpd;wd.

(d) tiyj;js ,izg;G fl;blk; kw;Wk; $l;lhz;ik gpur;rhuq;fs; xU

tzpfj;jpw;F ngupJk; gadspf;Fk;> mjd; ,izatop ,Ug;ig fzprkhf

mjpfupf;Fk;. gu];gu ,izg;Gfs; ,uz;L js cupikahsu;fSf;F

,ilNaahd ,izg;Gfspd; gupkhw;wk; MFk;. ,izg;G

tiyaikg;Gf;fs; gpw jsq;fspypUe;J Fwpg;gplg;gLk; tpw;gidapy;

juFg;gzk; nrYj;Jtij mbg;gilahff; nfhz;lit.

(e) gug;gy; re;ijg;gLj;jy; (Viral marketing) vd;gJ cw;gj;jpfs; my;yJ

Nritfisg; gw;wp xU ryryg;ig cUthf;FtjhFk;. gug;gy;

re;ijg;gLj;jy; tha;%y thu;j;ijia ek;gpAs;sJ my;yJ ,izatop

Draft Version


10 CA Sri Lanka

mu;j;jj;jpy;> ,izatop gpuNahfj;ij kw;wtu;fSld; gfpu;e;J nfhs;s

kf;fisg; ngWfpwJ.

(f) gjhij tpsk;gukhdJ nra;jpj;jhs;fs; kw;Wk; gj;jpupiffspy; fhzg;gLk;

tpsk;guq;fisg; Nghd;wjhFk;. tiyj;jsg; gf;fq;fspd; Nky; nghJthff;

fhzg;gLk; tiufiy fPw;Wfs; (graphical strips) mitahFk;.

3.2 ,-tu;j;jf njhopy;El;gq;fs; Clhf thbf;ifahsu;fis

Kfhik nra;jy; 'xl;Lk; thbf;ifahsu;fis” <u;f;f Kaw;rpg;gJ (kPz;nlOk; tzpfj;ijf;

nfhz;LtUk; thbf;ifahsu;fs;) gy ,izatop tzpfq;fSf;F xU

Kf;fpakhd Fwpf;NfhshFk;. ,izatop nfhs;tdT xU ngsjPftop

nfhs;tdT KiwapYs;s mq;fhb toq;fpa Nritiag; Nghd;w mDgtj;ij

toq;fhj NghJ tpRthrj;ij miltJ fbdkhdjhFk;. ,Nj Nghd;w

cw;gj;jpfs; kw;Wk; Nritfis tpw;Fk; khw;W tiyj;jsq;fisf; fz;lwptJ

vspjhFk;.

re;ijg;gLj;Jgtu;fs; gy;NtW tifahd Nkk;gLj;jy;fis toq;Ftjd; %yk;

,ijr; nra;tij Nehf;fkhff; nfhz;Ls;sdu;. ,e;j Nkk;gLj;jy;fs;

js;Sgbfs; kw;Wk; rPl;bOg;Gf;fs; Kjy; tpRthrj; jpl;lq;fs; kw;Wk; ed;wp

Fwpg;Gfs; kw;Wk; gpwe;jehs; ml;ilfs; Nghd;w cau; vz;zf;fU

mZFKiwfs; tiu gue;Jgl;Ls;sd.

Gw ,izaq;fs; njhiyepiy juTj;jsq;fSf;F ghJfhg;ghd Mo;epiy

mZifapid toq;Ffpd;wd> mit gadu;fSf;F ,Ug;Gj; juit mZfTk;>

rpwg;Gj; js;Sgbia MuhaTk;> tpepNahfj; jahh;epiy> Muha;r;rp cw;gj;jpfs;>

fl;lisfis Nkw;nfhs;sTk;> G+u;j;jp nra;aTk; kw;Wk; ghJfhg;ghd ,iza

,izg;G topahf xj;Jiof;fTk; mDkjpf;fpd;wd.

,izatop rKjhak; vd;gJ gytop ,izatop R+oyhFk;> mq;F

cWg;gpdu;fs; xUtUf;nfhUtu; cs;slf;fj;ij gq;fspf;fTk; njhlu;G

nfhs;sTk; Cf;Ftpf;fpd;wdu;. ,it r%f Clfq;fspy; my;yJ epWtdj;jpd;

nrhe;j mikg;Gfspy; toq;fg;glyhk;.

Baxter (n.d.) gpd;tUk; tifahd rKjha ,Ug;ig cjhuzk; jUfpwhh;.

Draft Version


CA Sri Lanka 11

Nehf;fq;fspd; rKjhak;

cWg;gpdh;fs; xU nghJthd Nehf;fj;ijg; gfph;e;J nfhs;Sjy;

,izatop rKjhaj;jpd; tiffs;

tpUg;g kpd;dQ;ry;fs; (Opt-in emails) vd;gJ mtw;iwg; ngWk; jdpeguhy;

Nfhug;gLk; tpsk;gu kpd;dQ;ry;fs; MFk;. ngWeu;fs; jfty;fis

tpUk;Gfpwhu;fsh ,y;iyah vd;gijg; nghUl;gLj;jhky; ghupa kd;dQ;ty;

Kfthpg; gl;bay;fSf;F mDg;gg;gLk; tpsk;gu kpd;dQ;ry;fisg; Nghyd;wp>

tpUg;g kpd;dQ;ry;fs; Fwpg;ghff; NfhUk; egu;fSf;F kl;LNk

mDg;gg;gLfpd;wd.

,e;j Efu;Nthu; cq;fs; cw;gj;jpfspy; Fwpg;ghf Mu;tKs;s kpd;dQ;ry;

njhlu;Gfspd; gupRg;gl;baiy cUthf;fp Nju;T nra;tjd;%yk; rpy gz;lf;Fwp

tpRthrj;ij ep&gpj;Js;sdu;. vdNt kpd;dQ;ry;fisj; Nju;e;njLg;gJ ,e;j

FOit rpwg;ghdjhf czu itg;gJld; epWtdj;jpd; epfo;Tfs;>

tpsk;guq;fs; kw;Wk; cw;gj;jp Nkk;ghLfspy; Nru;f;fg;gLk;. ,e;jf;FO epWtdj;Jldhd njhlu;G fhuzkhf juT kjpg;gPLfspy;

gq;Nfw;fTk; tha;g;Gs;sJ. ,e;j FOtpdJ gpd;D}l;ly; kjpg;gPl;Lf;

fUj;Jf;fisf; Nfl;f Ntz;Lk;> Vnddpy; ,e;j xUq;fpize;j kf;fs; FO

xU epWtdj;jpd; cw;gj;jpfisg; gw;wp rpe;jpf;f Neuk; vLj;Js;sJ.

juT mfo;T (Data mining) vd;gJ ghupa juTfspy; cs;s Nghf;Ffs;>

tbtq;fs; kw;Wk; cwTfis milahsk; fhzTk;> epWtdq;fs; jq;fs;

cw;gj;jpfisAk; tpsk;guq;fisAk; mjd; Efu;Nthupd; Nfhupf;iffSf;F

Vw;wthW Nkk;gLj;j cjTk; Gs;sptptu juTfspd; njhFg;ghFk;. ngUk;ghyhd

juT mfo;T khjpupfs; gpd;tUk; ,uz;L tiffspy; xd;whFk;:

(a) Kd;fzpg;G juT nrayhf;fk; (Predictive data mining): ,J vjpu;fhy epfo;Tfis fzpf;f mwpag;gl;l mtjhdpg;Gfisg; gad;gLj;JfpwJ

(cjhuzkhf> xU ngWeu; kpd;dQ;ry; gl;baypypUe;J tpyFtjw;fhd

epfo;jfitf; fzpj;jy;).

(b) tpsf;f juTr; nrayhf;fk; (Descriptive data mining): ,J

tbtq;fisAk; cwTfisAk; milahsq;fhz juTj;jsj;ij

tprhupf;fpwJ (cjhuzkhf> xU Fwpg;gpl;l tpsk;gu gpur;rhuj;jpd;

ghu;itahsu;fis tptuf;Fwpg;G nra;fpwJ).

eilKiwfspd; rKjhak; cWg;gpdh;fs; njhopy;epiy my;yJ cah;njhopiyg; gfph;e;J nfhs;th;

#o;epiyfspd; rKjhak;

cWg;gpdh;fs; xU gpuj;jpNafj; jPh;itg; gfph;e;J nfhs;Sjy;

ehl;lq;fspd; rKjhak; cWg;gpdh;fs; xU xU nghOJNghf;F my;yJ ehl;lj;ijg; gfph;e;J

nfhs;Sjy;

G+Nfhstpaypd; rKjhak;

cWg;gpdh;fs; xNu gpuhe;jpaj;jpy; trpj;jy;

Draft Version


12 CA Sri Lanka

,yj;jpudpay; rpy;yiw tpahghuk; vd;gJ ,izaj;jpD}lhf nghUl;fs; kw;Wk;

Nritfis tpw;gid nra;Ak; eltbf;ifahff; fhzg;gLtJld; ,J

tzpfj;jpypUe;J tzpfj;jpw;fhfNth my;yJ tzpfj;jpypUe;J

Efu;NthUf;fhdjhfNth fhzg;glyhk;. xU epWtdk; ,yj;jpudpay; rpy;yiw

tpahghuj;ij Kw;WKOjhfg; gad;gLj;Jtjw;fhf> MjpKjy; me;jk; tiuahd

thbf;ifahsh; ,ilj;njhlh;Gfis Kfhik nra;tjw;fhf tifapy;

tzpfkhjphpahdJ cUthf;fg;gl;L> gpd;gw;wg;gl Ntz;Lk;.

,izaj; JZf;Ffs; (Cookies) vd;gJ jdpg;gl;l ghu;itahsu;fspd;

cyhty; kw;Wk; tuyhW kw;Wk; tpUg;gq;fis thq;f tiyj;jsj;ij

mDkjpf;Fk; njhopy;El;gk;. ,e;j jfty; ghu;itahsupd; td;jl;by;

itf;fg;gl;Ls;sJld;> mtu;fs; jsj;ij kPz;Lk; ghu;itapLk;NghJ> mJ

,izaj; JZf;iff; Fwpg;gpl;L> ghu;itahsu; cw;gj;jpj; Nju;Tfs; kw;Wk;

gupe;Jiufisf; fhz;gpf;fyhk;. NkYk; jdpg;gadhf;fg;gl;l tuNtw;Gfs; kw;Wk;

newpg;gLj;jg;gl;l tupirg;gLj;Jjy; (ngau;fs;> Kftupfs; kw;Wk; fldl;il

tptuq;fis epidtpy; nfhs;tjd; %yk;).

4 ,yj;jpudpay; rpy;yiw tpahghu nghUl;fs; Nritfs;

4.1 ,yj;jpudpay; rpy;yiw tpahghuj;jpw;fhd Njitg;ghLfs; epWtdq;fs; ,iza topapy; tpw;f tpUk;Gk;> ghuk;gupa ',izatopay;yh” tzpfq;fs; my;yJ 'vz;zpay; khj;jpukhd” ,-th;j;jf nraw;ghLfs;

vJthfpDk;> ntw;wpfukhf ,-rpy;yiw tzpfj;ij Nkw;nfhs;s tpUk;gpdhy;>

mit G+u;j;jp nra;ag;gl Ntz;ba gy Njitfs; cs;sd>

tYthd gz;lf;Fwpaply;

cw;gj;jpfs; kw;Wk; Nritfs; Nghl;bahsu;fsplkpUe;J jdpj;Jtkhf epw;f

Ntz;Lk;. ,ij gy topfspy; milayhk;;

1 ghu;itia <u;f;Fk; xU gz;lf;Fwp

2 xU cw;gj;jp my;yJ Nritg; ngauhd xU gz;lf;Fwp

3 xU tiyj;jsg; ngaiug; gfpUk; xU gz;lf;Fwp

4 xU NjLnghwpapd; KbTfspd; rpwe;j KbTfspy; vspjhf Njlg;glj;jf;f kw;Wk; fhz;gpf;Fk; KbTfs;

tYthd tiyj;jsq;fs; tiyj;jsq;fs; cs;Szu;Tld; nry;yTk; vspjhdjhf ,Uf;f Ntz;Lk;.

,g;Nghnjy;yhk;> Efu;Nthu; tpiuthd> Neub mZfiyf; NfhUtJld;>

Neu;f;fzpa gadu; mDgtj;ij (UX) toq;Fk; ed;F tiuaWf;fg;gl;l

thbf;ifahsu; njhlh;G Kfg;G topahf tiyj;jsj;Jld; njhlu;G nfhs;s

tpUk;Gfpwhu;fs;. ,ijf; fUj;jpy; nfhz;L jq;fs; tiyj;jsq;fis

cUthf;Fk; epWtdq;fs;> jq;fs; Muk;g mDgtk; %yk; thbf;ifahsu;fis

<u;g;gjw;Fk; jf;fitj;Jf; nfhs;tjw;Fk; rpwe;j tha;g;ig; ngWfpd;wd.

jpwikahd tpepNahf topKiwfs;

tpepNahf topKiwfs; vd;gJ xU cw;gj;jpahsu; cw;gj;jp trjp my;yJ

njhopw;rhiyapypUe;J nghUl;fis thbf;ifahsUf;F toq;Ftjw;fhd

Vw;ghLfSf;fhd xU nrhy; MFk;. ,J cs;slf;FtJ:

Draft Version


CA Sri Lanka 13

(a) tpepNahfg; guk;gy; (Distribution): ,e;j ngsjPf ,af;fj;jpd; fl;lq;fs; ,Jjhd;> ,J cw;gj;jpapy; ,Ue;J xU ngupa kj;jpa fplq;fpw;F rpwpa

gpuhe;jpa fplq;FfSf;F nghUl;fis nfhz;L nry;tJk;> gpd;du; xU

nkhj;j tpw;gidahsupd; fplq;fpw;F nghUl;fis toq;FtJk; mlq;Fk;.

rpy;yiw tpw;gidahsu;fSf;F cly; tpepNahfj;jpy; mLj;j fl;lj;jpw;F

nkhj;j tpw;gidahsu; nghWg;Ngw;fpwhu;.

(b) tpepNahfk; (Delivery): ,J thbf;ifahsUf;F toq;fg;gLk; my;yJ

nghUl;fs; thq;fpa filapypUe;J thbf;ifahsu;fshy; vLj;Jr;

nry;yg;gLk; ,lj;jpw;F nghUl;fspd; ,Wjp ngsjPf Nghf;Ftuj;J MFk;.

,Ug;Gf; ifahSif kw;Wk; ngsjPf tpepNahfj;jpd; mk;rq;fs;

fsQ;rpaq;f

spd;

miktplk;

xU ikaf; fsQ;rpaj;jpw;Fg; gjpyhf gy

fsQ;rpaq;fisf; nfhz;bUf;f xU epWtdk; KbT

nra;ayhk;. tpepNahf Neuq;fisAk; nryTfisAk;

Fiwg;gNj ,jd; Nehf;fk;> Vndd;why;

thbf;ifahsu;fSf;F toq;fy; mjpf 'cs;Shu;'

Mf ,Uf;Fk;.

Nghf;Ftuj;J Kiw gy nghUl;fs; tPjp my;yJ jghy; %yk;

thbf;ifahsu;fSf;F toq;fg;gLfpd;wd. rpy

njhopy;fs; kw;Wk; nghUl;fSf;F> mDg;Gk; gpw

Kiwfs; gad;gLj;jg;gLfpd;wd> Fwpg;ghf ru;tNjr

tu;j;jfj;jpw;F. tpkhdg; Nghf;Ftuj;J tpiuthd

tpepNahfj;ij milfpwJ> Mdhy; gUkdhd

nghUl;fSf;F kpfTk; nryT cau;thdJ. ,jw;fhf

fly; topahf Nghf;Ftuj;J gad;gLj;jg;glyhk;>

Mdhy; ,J ngUk;ghYk; kpf nkJthf ,Uf;Fk;.

epyg;gug;G Nghf;Ftuj;jpw;fhd tPjpf;Fk; Gifapuj

topf;Fk; ,ilapyhd Nju;T Nghf;Ftuj;J trjpfs;

,Ug;gijAk;> tPjp tiyaikg;gpd; juj;ijAk;

nghWj;jJ.

nfhs;fyd;fspd; gad;ghL XusT epyk; kw;Wk;

XusT fly; topahf mDg;gg;gLk; nghUl;fSf;fhd

tpepNahf nray;Kiwia Jupjg;gLj;JfpwJ.

Nghf;Ftuj;J

thfdj;jpd;

msT

xU nghJthd tpjpahf> ngupa Nghf;Ftuj;J

thfdq;fs; ngupa mstpyhd jahupg;GfSf;fhd

Nghf;Ftuj;J nryTfis Fiwf;fpd;wd. fg;gy;

vz;nza; kw;Wk; jputkhf;fg;gl;l ,aw;if

vupthATf;F ghhpa njhl;bf; fyd;fis

gad;gLj;JtJ xU cjhuzkhf ,Ug;gpDk;> ,e;j

fg;gy;fSf;F rpwg;G Mo;fly; JiwKf trjpfs;

NjitahFk;.

jhkjk;> Nrjk; my;yJ ,og;G VJkpd;wp rupahd cw;gj;jp(fs;) %yk; rupahd

,lj;jpw;F thbf;ifahsUf;F Jy;ypakhf toq;FtJ ,izatopapy; thq;Fk;

Efu;NthUf;F kpf Kf;fpakhdjhFk;. tpepNahfk; ,e;j mjpfhpj;j

vjpu;ghu;g;Gfis G+u;j;jpnra;jhy; Efu;Nthu; thq;Ftij kPsTk; thq;f

tha;g;Gs;sJ> ,Ug;gpDk;> tpepNahf nrad;Kiw rPuhf ,aq;fhJ>

vjpu;ghu;g;Gfs; g+h;j;jp nra;ag;glhjpUe;jhy; mtu;fs; Nghl;bahsu;fisg;

gad;gLj;j tha;g;Gs;sJ. vdNt ,izatop epWtdq;fs; nfhs;tdT

nrad;Kiwapd; Kf;fpa mk;rkhf mtw;wpd; tpepNahfk; kw;Wk; tpepNahf

tiyaikg;gpy; KjyPL nra;a Ntz;Lk;.

Draft Version


14 CA Sri Lanka

,d;W thbf;ifahsu;fs; xNu ehs; tpepNahfk; my;yJ Fiwe;jgl;rk; mLj;j

ehs; tpepNahfk;> mu;g;gzpg;ghd fhyf;nfL> cldb tUkhdk; kw;Wk;

epfo;Neuj;jpy; jpwikahd thbf;ifahsu; Mjuit vjpu;ghu;f;fpwhu;fs;

vd;gjhy; ,J ,d;Dk; rthy;kpf;fjhf cs;sJ.

epWtd tpw;gidia tpepNahfr; rq;fpypf;F xU nkd;ikahd kw;Wk;

xUq;fpize;j Kiwapy; ,af;f KbAk; vd;gij cWjpg;gLj;JtJ

ntw;wpfukhd ,yj;jpudpay; rpy;yiw tpahghuj;ij cUthf;Fk;.

,jw;F xU cjhuzk; mNkrhd; toq;Fk; 'mNkrhd; gpiuk;” NritahFk;>

,J Nritia gjpTnra;Ak; thbf;ifahsu;fSf;F tpiuthd tpepNahfj;ijg;

ngw cjTfpwJ. khjhe;jpu fl;lzj;jpw;F> thbf;ifahsu;fs; ngUk;ghyhd

re;ju;g;gq;fspy;> xNu ehs; tpepNahfj;ij vjpu;ghu;f;fyhk;.

khjhe;jpu fl;lzj;jpy; gjpTnra;j Efu;Nthu; me;j epWtdj;jpy; KjyPL

nra;ag;gLfpwhu;fs;> NkYk; kPz;Lk; kPz;Lk; nfhs;tdT nra;tjw;fhd

tha;g;Gfs; mjpfkhFk;. vdNt epWtdq;fs; kPz;Lk; kPz;Lk; tzpfj;ijf;

ifg;gw;w Fiwe;j fl;lzk; my;yJ ,ytr tpepNahfj;ij toq;Ffpd;wd.

gaDs;s ,izatop re;ijg;gLj;jy;

cw;gj;jpfs; kw;Wk; Nritfs; ghypdk; my;yJ taJ Nghd;w ghuk;gupa

FOf;fspd; mbg;gilapy; ,dpNkYk; tpsk;gug;gLj;jg; gLtjpy;iy> Mdhy;

Ke;ija 'tpUg;gq;fs;”> nfhs;tdT tuyhW> Mu;tq;fs;> gpd;dzp kw;Wk; gpw

Gs;sptptuq;fs; kw;Wk; mtw;wpd; r%f Clfj;jpd; mbg;gilapy; jdpegu;fspd;

kpfr; rpwpa Jizf;FOf;fis mZFtjpy; ,g;NghJ kpfTk; Nkk;gl;Ls;sd.

Kd;Dupikfs;> mjhtJ tpUg;gq;fs;> fUj;Jfs;> tpUg;G ntWg;Gfs; kw;Wk;

Kd;du; thq;fpa cw;gj;jpfs; kw;Wk; Nritfs; Mfpatw;wpd; mbg;gilapy;

thbf;ifahsiu ,yf;fhff; nfhz;l re;ijg;gLj;jy; epWtdj;jpd; ,izatop

re;ijg;gLj;jy; gpur;rhuj;jpd; mbg;gilahf ,Uf;f Ntz;Lk;.

tYthd thbf;ifahsu; juT gFg;gha;T

'juT vd;gJ Gjpa vhpnghUshFk;” vd;w mwpf;if 2006 ,y; fzpjtpayhsu;

fpist; `k;gpdhy; cUthf;fg;gl;Ls;sJld;> NkYk; mjd; xg;Gikapy;

(analogy) rupahf ,y;iy vd;whYk;> czu;T (sentiment) epr;rakhf

cz;ikahff; fUjg;gLfpwJ.

,d;W ngUe;juT kpfTk; kjpg;Gkpf;f kw;Wk; ngupa tzpfkhFk;> NkYk; ,J

tzpfj; Jiwf;F (kw;Wk; gpw midj;J gFjpfSf;Fk;) mjd; Ez;zwpT

kw;Wk; rf;jpia toq;Fk; juT mfo;Tj; Copaufs; kw;Wk; juT gFg;gha;Tfs;

MFk;. xU epWtdj;jhy; epu;zapf;fg;gl;l Fwpg;gpl;l msT Nfhy;fis G+u;j;jp

nra;a> ngUe;juTfspypUe;J tbfl;lg;gl;l> juT gFg;gha;T El;gq;fis

gad;gLj;jp> rhj;jpa thbf;ifahsu; njhlu;G gl;bay;fSf;fhf ngupa

njhiffis nrYj;j epWtdq;fs; jahuhf cs;sd. epWtdq;fsJ

cw;gj;jpfis thq;Ftjpy; jw;Nghija Mu;tk; nfhz;l jdpegu;fspd;

FOthf ,e;j KbTfs; vjpu;ghu;f;fg;gLfpd;wd. ,J re;ijg;gLj;Jgtu;fSf;F

'nghd;kakhdjhFk;”> Vnddpy; ,J re;ijg;gLj;jypd; kpfTk; fbdkhd

mk;rq;fspy; xd;iwf; flf;fpwJ> ,J cq;fs; re;ijg;gLj;jy; cs;slf;fk;

,yf;F Efu;Nthuhy; ghu;f;fg;gLtij cWjp nra;fpwJ. vz;zpay; cyfpy; fpilf;Fk; juitg; gad;gLj;JtJ ek;gKbahjsT rf;jp

tha;e;jjhFk;> NkYk; thbf;ifahsupd; gof;ftof;fq;fis fzpg;gjw;Fk;

mtu;fSf;F gupe;Jiug;gjw;Fk; cs;s tpj;jpahrj;ij mtu;fs; Njit vd;W

epidf;fpwhu;fs;.

Draft Version


CA Sri Lanka 15

tpsf;fkhd gFg;gha;T> mjhtJ gof;ftof;fq;fisg; ghu;g;gJ re;ijiag;

Gupe;Jnfhs;s gaDs;sjhf ,Uf;Fk; kw;Wk; jw;Nghija thq;Fk;

Nghf;Ffisg; ghu;f;fpwJ. me;j Nghf;FfSf;F gjpyspg;gjw;Fk; ,e;j Nghf;if

ntspg;gLj;Jk; Efu;Nthiu Fwpitg;gjw;Fk; epWtdq;fs; jq;fs;

re;ijg;gLj;jy; cs;slf;fj;ij khw;wpaikf;f ,J mDkjpf;fpwJ.

Kd;fzpg;G gFg;gha;T Efu;Nthu; mLj;J vd;d nra;thu; vd;gijg; gw;wpa

Mokhd Gupjiy ,J mDkjpg;gjhy; rpwg;ghdjhFk;. ,Ug;gpDk;> juTg;

gFg;gha;Tfspd; ngWkjpiag; nghWj;jtiu> gupe;Jiuf;fg;gl;l gFg;gha;T xU

Fwpg;gpl;l ghij my;yJ nrad;Kiwiag; gpd;gw;w Efu;Nthiu Cf;Ftpf;Fk;

je;jpNuhghaj;jpw;F khWtjd; %yk; tpw;gidia mLj;j fl;lj;jpw;F vLj;Jr;

nry;fpwJ. xU jdpg;gl;l Efu;Nthu; kl;lj;jpy;> ,jd; nghUs; re;ijg;gLj;jy;

my;yJ tpsk;gu nra;jpfis khw;WtJ my;yJ me;j Efu;NthUf;fhd

Nju;Tfis tbfl;Ljy; vd;gJ Mu;tKs;s cw;gj;jpfs; my;yJ NritfSf;F.

NkYk;> Kd;fzpg;G gFg;gha;T Gjpa cw;gj;jp Nkk;ghL kw;Wk; GJikfisj;

njuptpf;ff;$Lk;> vdNt Kd;dwptpg;G tpUg;gq;fspd; mbg;gilapy; vjpu;fhy

fzpf;fg;gl;l Efu;Nthu; Njitia G+u;j;jp nra;a xU Kiwikia

khw;wpaikf;fpwJ.

4.2 ,yj;jpudpay; rpy;yiwtpahghu khjpupfs; B2B kw;Wk; B2C f;fhd ,-rpy;yiwtzpf khjpup kw;Wk; fl;likg;Gfs; rpf;fyhditahf cs;sJld;> tzpf nrad;Kiwia KbTf;Ff; nfhz;L tUtjw;fhd KOikahd gytpjkhd cwTfis ,izj;Js;sd. thbf;ifahsu; me;jj;jpYk;> epWtdj;jpd; nrhe;j cs;sf tzpf nrad;KiwfspYk; nkd;ikahd nraw;ghLfis cWjpnra;a jfty;fspd; gha;T xU xUq;fpize;j topapy; epu;tfpf;fg;gLtJ mtrpakhFk;.

,-rpy;yiwtzpf tpepNahfr; rq;fpypapy; gq;fhspfspilNa cs;s cwTfs; gpd;tUkhW:

,-rpy;yiw tzpfk; kw;Wk; jd;dpaf;fkhf;fy; Mfpad ghuk;ghpa tzpf

Kiwfspy; Kfhik nra;af; fbdkhdjhff; fhzg;gl;l rpf;fyhd

cwTKiwfisAk; ,yFthdjhf Kfhik nra;tij rhj;jpakhf;fpAs;sJ.

Draft Version


16 CA Sri Lanka

5.1 epWtdj;jpw;fhd ,yj;jpudpay; rpy;yiw tpahghuj;jpy; ed;ikfs; filfs; KOikahf ,iza topapy; ,Uf;Fk; ,lq;fspy;> mjhtJ

nrq;fw;fs; kw;Wk; Nkhl;lhu; my;yJ ghuk;gupa 'fil Kidfs;” vJTkw;w> filfs; kw;Wk; tpepNahf ikaq;fs; my;yJ fsQ;rpaq;fspy; Copau;

nryTfisf; Fiwj;J> Copau;fisg; nghWj;jtiu Njitfs; khwptpl;ld.

ghuk;gupakhf xU KO FOitg; gad;gLj;jpNa cw;gj;jp nra;a> tpepNahfpf;f

kw;Wk; tpw;f Ntz;ba Njit ,Ue;jpUf;Fk;> ,Ug;gpDk;> ,g;Nghnjy;yhk;

,e;j Njit Fiwf;fg;gl;Ls;sJ> ,ijnahl;b gy;NtW ed;ikfis

toq;FfpwJ:

1 rk;gsk; kw;Wk; Cjpaq;fs;> fhg;gPL kw;Wk; gpw ed;ikfs; cs;spl;l

Fiwthd Copau; nryTfs;.

2 kPz;nlOk; tpdhf;fs; cs;slq;fyhf> tiyj;jsj;jpd; topahf Neub

thbf;ifahsu; Nfs;tpfSf;F gjpyspf;f ,ae;jpu fw;wy; 'mul;ilg;

gl;bfs;” mjpfupj;Js;sd. ,e;j gl;bfs; Ke;ija Nfs;tpfs; kw;Wk;

gjpy;fspypUe;J fw;Wf; nfhs;fpd;wd> NkYk; 'ngUe;juT” Nrkpg;gplk;

kw;Wk; gFg;gha;T jpwd;fisg; gad;gLj;jp Ke;ija njhlu;Gfspd;

mbg;gilapy; thbf;ifahsupd; jdpg;gl;l NjitfSf;F gjpyspf;fyhk;.

3 njhopw;rhiyfs;> fzQ;rpaq;fs; kw;Wk; tpepNahf ikaq;fspy;

Nuhghl;bf;]; kw;Wk; jd;dpaf;fkhf;fy;; gad;ghL mjpfupj;jJ> mjhtJ

,e;j gFjpfSf;Fs; cs;s Copaufspd; Njit Fiwthf cs;sJ.

4 Neh;f;fzpa nfhs;tdT mDgtj;ij toq;f Ntz;ba

thbf;ifahsUf;F ey;y gadu; mDgtk;. ,jpy; gpd;tUtd mlq;Fk;;:

(i) kW gad;ghl;bw;fhd tptuq;fis Nrkpg;gjd; gad;ghL> mjhtJ

xU gadu; fzf;F my;yJ cs;EioT. ,izatopay;yh

nfhs;tdT R+oypy; Nfhug;glhj thbf;ifahsiug; gw;wpa juitg;

gpbf;f epWtdj;ij ,J mDkjpg;gjhy; ,J kpfTk; gadspf;Fk;.

cz;ikapy;> ,e;jj; juT ,izatopay;yh filapy;

Nfhug;gl;lhy;> thbf;ifahsu; jdpg;gl;l jd;ikai kPWtjhf

czuf;$Lk;.

(ii) 'mjpjpahf (guest)” nfhs;tdT nra;Ak; ,aYik. ,J xU

epWtdj;jpw;F gaDs;sjhf ,Uf;Fk;> Vnddpy; ,J 'xNujlit” nfhs;tdthsh;fis tpiuthf xU jsj;jpw;F mZf mDkjpf;Fk;.

rpy Efu;Nthu; KOikahd ePz;l fzf;F gbtq;fis g+h;j;jp

,d;W epWtdq;fs; jhk; tpw;gid nra;Ak; cw;gj;jp my;yJ Nritia tpl $Ljyhdtw;iwf; fUj;jpy; nfhs;Sjy; Ntz;Lk;. vjpu;fhy tpw;gidia tpiuthf ghjpf;Fk; vd;gjhy; tzpfq;fs; thbf;ifahsUld; vt;thW njhlu;G nfhs;fpd;wd vd;gijf; fUj;jpy; nfhs;s Ntz;Lk;.

,-rpy;y;iwtzpfk; ed;ik gaf;Fk;> cz;ikapy; mtrpakhdJ vd;whYk;> ngUk;ghyhd ntw;wpfukhd epWtdq;fSf;F> 'nkhj;j ,izatop mDgtj;jpw;F' tuk;Gfs; kw;Wk; vjpu;kiw $Wfs; fhzg;gLfpd;wd.

5 ,-rpy;yiw tpahghuk; %ykhd thbf;ifahsu; kw;Wk; epWtdj;jpw;fhd mD$yq;fs; kw;Wk; gpujp$yq;fs;

Draft Version


CA Sri Lanka 17

nra;tij tpl NtW ,lq;fSf;Fr; nry;thu;fs;.

(iii) cw;gj;jpfspd; Gifg;glq;fs; my;yJ Nritapd; KO tpsf;fk;. ,J

toq;fg;gLk; cw;gj;jpapd; tpupthd fhl;rpfis thbf;ifahsUf;F

toq;Ftjhy; ,J Kf;fpakhdJ.

(iv) fpilf;ff;$ba js;Sgbfs; cl;gl tpiyf; fl;likg;G. ,J

njspthf milahsk; fhzg;gl thbf;ifahsUf;F

fpilf;fj;jf;fjhf ,Uf;f Ntz;Lk;.

(v) thq;fg;gl;l ve;jnthU cw;gj;jp my;yJ Nritapd; gz;Gfs;

kw;Wk; tpjpKiwfis tptupf;Fk; nghUz;ikj; jfty;.

(vi) Nkyjpf nryTfs; - thq;fpa cw;gj;jp my;yJ Nritiaj; jtpu

NtW ve;j Nkyjpf nryTfspypUe;Jk; vof;$ba rhj;jpakhd

Nkhjy;fisf; Fiwf;f mtrpakhFk;.

(vii) fg;gy; kw;Wk; nghjp tpUg;gq;fs; - thbf;ifahsu; khWgl;l

Nju;Tfs; kw;Wk; ve;j fz;fhzpg;G nrad;Kiw jfty;fisAk;

mDkjpf;f Ntz;Lk;.

(viii) tUkhdk;> cj;juthjq;fs; kw;Wk; gzj;ijj; jpUk;gg; ngWjy;

gw;wpa tptuq;fs;. ve;jnthU rhj;jpakhd Nkhjy;fSk;

jtpu;f;fg;gLtij cWjpnra;a ,J epWtdj;jpw;F mtrpakhFk;.

(ix) vspjhd fl;lz Kiwfs; kw;Wk; cldb fl;lzk;. ,J cldb

fl;lzj;ijg; ngw epWtdj;ij mDkjpf;fpwJ> ,J gpd;-,Wjp

fzf;fpay; Kiwikapy; gpujpgypf;f KbAk;. ,J epjp Fwpj;j

epfo;Neu ghu;itia toq;FfpwJ.

(x) fl;lzk; nrYj;Jk; Kiwia epu;tfpf;Fk; NghJ epWtdj;jpw;fhd

cstpay; ed;ik> xU thbf;ifahsu; ml;il tptuq;fisr;

Nru;f;fj; Njitapy;yhj NghJ mtu;fs; thq;Ftjw;fhd tha;g;Gfs;

mjpfk;. Efu;Nthu; xU 'xU nrhLf;fy;” Kiwiag; gad;gLj;jyhk;>

,J cz;ikapy; nrytopj;j gzj;jpd; msitf; Fiwg;gjw;fhd

xU topahf nray;gl KbAk;.

5 thbf;ifahsu; nfhs;tdT kw;Wk; juit kjpg;gha;T nra;J> ,izak;

topahf mfog;gl;l gpw 'ngUe;juTfSld;” gFg;gha;T nra;Ak; jpwd;. ,J Ez;zwpit mDkjpf;fpwJ> ,ijnahl;b epWtdj;jpw;F Kd;fzpg;G

kw;Wk; gupe;Jiuf;Fk; gFg;gha;T jpwd;fis toq;FfpwJ> mjhtJ

Ke;ija jutpd; mbg;gilapy; xU gadu; vij thq;Fthu; vd;W

fzpg;gJ kw;Wk; xU gadUf;F ifahSk; my;yJ 'gupe;Jiuf;Fk;” fl;Lg;ghLfis nraw;gLj;JfpwJ> cjhuzkhf js;Sgb my;yJ

Cf;fkspj;jy; rpy epfo;Tfspd; mbg;gilapy; thq;Fjy;.

6 cw;gj;jp fpilg;gij cWjp nra;tjw;fhf ,Ug;Gf; fl;Lg;ghl;Lf;fhd

tpiuthd jpUk;gy;> mjhtJ xU thbf;ifahsu; xU fl;lisia

toq;Fk; NghJ> ,ij cldbahf Gfhuspj;J gpd;jsj;jpy; ERP Kiwikapy; xUq;fpizf;f KbAk;. cw;gj;jp tho;f;if tl;lj;jpd;

topahf cw;gj;jp kw;Wk; %yg;nghUs; jpl;lkply; (MRP) ntw;wpfukhf

epu;tfpf;fg;gLtij ,J cWjp nra;fpwJ. ,J gpugykhd cw;gj;jpfspd;

KOf; fpilg;gdTj; jd;ikf;F toptFf;fpwJ.

Draft Version


18 CA Sri Lanka

5.2 epWtdj;jpw;fhd ,-rpy;yiw tpahghuj;jpd; tiuaiwfs; kw;Wk; FiwghLfs;

,e;j ehl;fspy; Efu;Nthu; nghWikaw;wtu;fshf ,Uf;fpwhu;fs;> ngUk;ghYk;

mtu;fs; NjLtij cldbahf fz;Lgpbf;f Kbahtpl;lhy; mtu;fs; NtW

vq;Fk; ghu;f;fpwhu;fs;.

Nkhrkhd njhlu;G> Nkhrkhd tpepNahfk;> Nkhrkhd cwit cUthf;Fjy;

my;yJ vjpu;kiwahd gadh; mDgtk;; Nghd;w gy;NtW fhuzq;fSf;fhf

xU thbf;ifahsu; xU tzpfj;jhy; Vkhw;wkilthu;> NkYk; tpiuthf

tzpfj;ij KbTf;Ff; nfhz;L tUtJ khj;jpukd;wp> tzpf cwitAk;

ghohf;FtJld;> Nkhrkhd my;yJ vjpu;kiwahd gz;lf;Fwp tpk;gj;jpw;F

toptFf;Fk;.

xU rhj;jpakhd Efu;Nthu; cq;fs; jsj;ijf; fz;lwpe;jhy;> ,J

nfhs;tdthsh;; xU filf;Fr; nry;tjw;F rkk;. js ghu;itahsu; thq;fj;

jtwpdhy; mJ tPzhd tpw;gid tha;g;G. vdNt> gy ,izatop

epWtdq;fs; jq;fs; tiyj;jsj;jpd; juk;> Njhw;wk;> jstikg;G kw;Wk;

topnrYj;jy; vspik Mfpatw;wpy; KjyPL nra;fpd;wd.

ghu;itahsu;fs; jq;fs; jsj;jpy; vt;tsT Neuk; nrytpLfpwhu;fs;> vj;jid

ghu;itahsu;fs; tpw;gidahf khWfpwhu;fs; vd;gijAk; epWtdq;fs;

mstpLfpd;wd. epWtdq;fs; jq;fs; tiyj;jsj;jpd; juk; kw;Wk; ,-th;j;jf

mDgtj;jpy; KjyPL nra;a Ntz;Lk;> mq;F ghu;itahsu;fis tpw;gid

tpfpjj;jpw;F khw;wyhk;. ,izatop nfhs;tdT mDgtj;ijg; gw;wpa

fUj;Jf;fis toq;f epWtdq;fs; ngUk;ghYk; ntsp MNyhrfu;fisAk;

'ku;k nfhs;tdthsh;;fisAk;” gad;gLj;Jfpd;wd> js Nkk;ghLfisr; nra;a

KbAk;> ,J ghu;itahsiu tpw;gid khw;wj;jpw;F mjpfupf;Fk;.

5.3 thbf;ifahsu;fSf;fhd ,yj;jpudpay; rpy;yiw tpahghuj;jpy;

ed;ikfs; xU thbf;ifahsu; epWtdj;Jld; Neh;f;fzpa mDgtj;ijg; ngw;wpUe;jhy;>

mtu;fspd; tiyj;js njhlu;G> thbf;ifahsu; Nrit my;yJ cw;gj;jp

kfpo;r;rp Mfpatw;wpd; %yk;> xU tof;fkhd thbf;ifahsuhf khWthh;.

thbf;ifahsu; ed;ikfSf;fhd cjhuzq;fs; gpd;tUkhW:

1 xU thbf;ifahsu; xU Kiw cs;Eioe;J tof;fkhf ePz;l

fhyj;jpw;F cs;Eioe;J ,Uf;fyhk;. flTr; nrhw;fis ,g;NghJ

Ff;fPfshf ghJfhg;ghf Nrkpf;f KbAk;> ,J kPz;Lk; cs;Eioa

Njitapy;yhky; vspjhf mZf mDkjpf;fpwJ.

2 xU ey;y ,-rpy;yiw tzpf mDgtk; thbf;ifahsuJ cs;Eiotpd;wp>

mjhtJ tpUe;jpduhf thq;f mDkjpf;Fk;> Mdhy; tpUk;gpdhy;>

jhdhfNt gadu; fzf;if cUthf;Fk; tpUg;gj;ijAk; toq;Fk;. epue;ju

fzf;F vd;gJ Efu;Nthu; jq;fs; fzf;if vspjpy; mZff;$bajhf

,Ug;gjhy; jpUk;gp tUtjw;fhd tha;g;Gfs; mjpfk; vd;gNjhL> tpepNahf

kw;Wk; fl;lz tptuq;fis kPz;Lk; cs;sPL nra;a Ntz;ba

mtrpakpy;iy.

3 fl;lz tptuq;fis ghJfhg;ghf Nrkpf;f KbAk;> ,J gadUf;F

trjpahdJ. ,J xU ml;il Njitapy;yhky;> gy;NtW tifahd

rhjdq;fspy; thq;Ftjw;F thbf;ifahsiu mDkjpf;fpwJ. 'xU

nrhLf;fypy;” nfhs;tdT nra;tJ Rygkhf ,Uf;Fk;NghJ

Draft Version


CA Sri Lanka 19

jq;fs; thbf;ifahsu;fSf;F Mf;fG+u;tkhd nra;jpfis toq;Ftjw;fhf

re;ijg;gLj;Jgtu;fshy; Vw;Wf;nfhs;sg;gl;l gy;NtW Gjpa vz;zpay; topfs;

fhzg;gLfpd;wd. epWtdq;fs; jq;fs; ,izatop ,Ug;ig ntw;wpfukhf

epu;tfpg;gij mDkjpf;f ,e;j Kiwfis mq;fPfupj;J jOTtJ Kf;fpakhFk;.

thbf;ifahsu;fs; ngUk;ghYk; mjpfkhf nfhs;tdT nra;tjhy; ,jw;F

cshPjpahd ed;ikfSk; cs;sd.

4 thbf;ifahsu;fs; jq;fs; nfhs;tdT gof;fk; epWtdj;jpw;Fj;

njupe;jpUf;Fk;NghJ ve;jnthU ed;ikiaAk; ngw KbAk;> Vnddpy;

,J $g;gd;fs;> xg;ge;jq;fs; kw;Wk; js;Sgbfs; Nghd;w tpsk;guq;fis

thbf;ifahsUf;F mtu;fspd; nfhs;tdT tuyhW kw;Wk; cw;gj;jp

Mu;tj;jpd; mbg;gilapy; mDg;g cjTfpwJ.

5.4 thbf;ifahsu;fSf;fhd ,yj;jpudpay; rpy;yiw tpahghuj;jpy; tiuaiwfs; kw;Wk; FiwghLfs;

,-rpy;yiw tzpfj;jpy; <LgLk;NghJ thbf;ifahsu;fs; rpy tiuaiwfs;

tuk;Gfis mghaq;fisAk; re;jpf;f NeupLk;.

1 mikg;G juTf; fsthly; (hack) nra;ag;gl;lhy; thbf;ifahsu; ghJfhg;G

kw;Wk; juT rkurk; nra;ag;glyhk;. jdpg;gl;l juit ,oe;j

epWtdq;fspd; gy cjhuzq;fs; me;j ,-rpy;yiwtzpfk; kPjhd

ek;gpf;iff; Fiwkjpg;gpw;F cl;gLj;jpAs;sd.

2 juT ghJfhg;G tpjpKiwfs; kw;Wk; juT jdpAupik fl;Lg;ghLfs;

fhuzkhf ntt;NtW Gtpapay; kz;lyq;fspy; thq;FtJ ngUk;ghYk;

fbdk;> cjhuzkhf> INuhg;gpa xd;wpak; kw;Wk; INuhg;gpa xd;wpak;

my;yhj gFjpfs; kw;Wk; rPdh> tl nfhupah kw;Wk; kpahd;ku; Nghd;w

ehLfspy; nray;gLk; jPr;Rth;fs;.

3 thbf;ifahsu;fSf;F ifj; njhiyNgrp my;yJ njhlu;Gila

,uz;lhk; epiy rhjdk; ,y;iynad;why; nfhs;tdTf; fl;lisia

epiwNtw;w Kbahky; Nghfyhk;> mjhtJ ,uz;L fhuzp mq;fPfhuk;

Njitg;gLfpwJ. Njitahd rhjdq;fs; mtu;fsplk; ,Ue;jhYk;>

fl;lisia epiwNtw;w kWf;Fk; rpy Efu;NthUf;F ('mjpf rpukk;”) kpfTk; rpf;fyhd mq;fPfhuKiw vupr;riy Vw;gLj;Jk; my;yJ

njhopy;El;g uPjpahf vz;zk; ,y;yhj Efu;Nthupd; jpwd;fisj; jhz;b

(vg;gb vd;W njupatpy;iy”).

6 ,yj;jpudpay; re;ijg;gLj;jy; njhlu;ghly;

6.1 ,yj;jpudpay; re;ijg;gLj;jypd; Fztpay;Gfs;: MW fhuzp

khjpup nkf;nlhdhy;l; kw;Wk; tpy;rd; (2011) MfpNahuhy; cUthf;fg;gl;l

repijg;gLj;jypd; MW I fs;> ,izakhdJ thbf;ifahsu; ngWkjpiar;

Nru;f;ff;$ba topfisr; RUf;fkhff; $Wtjd; %yk; epWtdj;jpd;

re;ijg;gLj;jy; jpwid Nkk;gLj;JfpwJ.

Draft Version


20 CA Sri Lanka

MW I fs; vd;gJ xU eilKiw kw;Wk; je;jpNuhgha fz;Nzhl;lj;jpy; ,-

re;ijg;gLj;jy; Fwpj;Jf; fhl;LfpwJ. ,-re;ijg;gLj;jyhdJ ,e;j xt;nthU

mk;rj;ijAk; fUj;jpy; nfhs;tjd; %yk;> re;ijg;gLj;jy; FOf;fs; xt;nthU

mk;rj;jpw;Fk; ,lkspf;Fk; jpl;lq;fis cUthf;f KbAk;> ,J ,-

re;ijg;gLj;jy; toq;fy; kw;Wk; nray;jpwid Nkk;gLj;Jk;.

ClhLk; jd;ik (Interactivity): thbf;ifahsu;fs; njhlu;igj; njhlq;f

KidtJk;> xU epWtdk; gjpy;fisr; Nrfupj;J Nrkpf;fj;jf;f> NkYk; ,it

vjpu;fhy njhlu;Gfisj; jf;fitf;fg; gad;gLk;. ghuk;gupa Clfq;fs;

Kf;fpakhf 'js;Sif” Clfq;fs; - re;ijg;gLj;jy; nra;jp epWtdj;jpypUe;J

thbf;ifahsUf;F xspgug;gg;gLfpwJ - tiuaWf;fg;gl;l njhlu;Gld;.

,izaj;jpy;> ,J tof;fkhf xU tiyj;jsj;jpNyNa jfty;fisj; NjLk;

thbf;ifahsu; - ,J xU ',Oj;jy;” nghwpKiwahFk;. epWtdq;fSf;Fk;

mtw;wpd; thbf;ifahsu;fSf;Fk; ,ilapyhd njhlu;G kpd;dQ;ry;>

gupe;Jiufs;> r%f jsq;fs;> tiyg;gjpTfs; kw;Wk; Gifg;glq;fis

cs;slf;fpajhFk;. jdpg;gl;l thbf;ifahsu;fSld; ,izatop njhlu;G

rhj;jpakhd ,lq;fspy;> ,-re;ijg;gLj;jy; rhj;jpakhFk;.

Ez;zwpT (Intelligence): cw;gj;jpfs; kw;Wk; Nritfspd; thbf;ifahsu;

czu;Tfs; gw;wpa re;ijg;gLj;jy; jfty;fisr; Nrfupg;gjw;fhd Fiwe;j

tpiy Kiwahf ,izaj;ijg; gad;gLj;jyhk;. ve;j gf;fq;fs; ghu;itaplg;

gLfpd;wd> gadu;fs; vq;fpUe;J Fwpg;gplg;gl;lhu;fs;> mtu;fs; vq;F

,Uf;fpwhu;fs;> gadu;fs; ,Uf;Fk;NghJ mtu;fs; vjid nrhLf;Ffpwhu;fs;

vd;gij tiyg; gFg;gha;T fhl;LfpwJ. tiyj;jsj;ij kpfTk;

ftu;r;rpfukhdjhf Mf;Ftjw;Fk; thq;Ftij Cf;Ftpg;gjw;Fk; my;yJ gpw

njhlu;Gfis Cf;Ftpg;gjw;Fk; ,e;j jfty; gad;gLj;jg;glyhk;. Nrfupf;fg;gl;l

juit xU Kiwik Nrfupj;J gjpyspf;ff;$ba ,lj;jpy;> ,-re;ijg;gLj;jy;

kpfTk; ngWkjp kpf;fjhf ,Uf;Fk;. ,jd; nghUs; jw;NghJ Njitahd

jfty; njhopy;El; Kiwikfs; ,y;yhj Mdhy; ,yj;jpud; th;j;fj;ij

toq;f Ntz;Lk; vd;gij mwpAk; epWtdq;fs;> juT Nrfupg;G kw;Wk; ,-

re;ijg;gLj;jy; ntw;wpfukhf ,Ug;gjw;fhd gFg;gha;Tfspy; KjyPL nra;a

Ntz;Lk;.

jdpg;gadhf;fk; (Individualisation): midtUf;Fk; xNu nra;jp xspgug;gg;gLk;

ghuk;gupa Clfq;fisg; Nghyy;yhky;> jfty;njhlu;Gfs; jdpegUf;F

Vw;wthW tbtikf;fg;glyhk;. thbf;ifahsu; kw;Wk; xj;j FOf;fs; gw;wp

Kd;du; Nrfupf;fg;gl;l csTj;Jiwapd; mbg;gilapy; ,J ,Uf;f KbAk;.

,NjNghd;w Efu;Nthu; FOf;fspd; nfhs;tdT tuyhw;wpd; mbg;gilapy;>

nfhs;tdT tuyhW> cw;gj;jp cyhTjy; kw;Wk; cw;gj;jp Mu;tk;

Mfpatw;Wld; ,ize;j jdpj;Jtkhd (bespoke) gupe;Jiufis toq;Fk;

my;yJ jdpg;gl;l re;ijg;gLj;jy; nra;jpfis mDg;Gk; jpwid epWtdq;fs;

cUthf;f Ntz;Lk;.

Draft Version


CA Sri Lanka 21

cjhuzkhf> xU Efu;Nthu; cw;gj;jp A I thq;fpapUe;jhy;> cw;gj;jp A I thq;Fk; gpw FOf;fs; B, C, D kw;Wk; E cw;gj;jpfspy; Mu;tk; fhl;bapUe;jhy;>

re;ijg;gLj;jy; nra;jpfs; my;yJ ,izatop gupe;Jiu B, C, D kw;Wk; E cw;gj;jpfspy; ftdk; nrYj;j Ntz;Lk;.

xUq;fpizg;G (Integration): ,-re;ijg;gLj;jyhdJ Vida re;ijg;gLj;jy;

topKiwfSld; xUq;fpizf;fg;glyhk;. epWtdj;jpypUe;J

thbf;ifahsUf;fhd jfty; njhlu;GfSf;F ,J nghUe;jf;$Lk;>

cjhuzkhf> vjpu;fhy fopT toq;Fk; NghJ thbf;ifahsu;fs; xU

ifr;rhj;ijg; ngwyhk; my;yJ epWtdj;jpd; tiyj;jsk; topahf

ntFkjpiaf; Nfhuyhk;. thbf;ifahsuplkpUe;J epWtdj;jpw;fhd jfty;

njhlu;GfSf;Fk; ,J nghUe;jf;$Lk;> cjhuzkhf> njhiyNgrp miog;igj;

jpUk;gf; Nfhu tiyg;gbtj;ijg; gad;gLj;Jjy;.

njhopw;Jiwf; fl;likg;G (Industry structure): ,-re;ijg;gLj;jy; vd;gJ

njhopy;fspd; KO fl;likg;gpYk; khw;wq;fisf; nfhz;L tu KbAk;. NkNy

tpthjpf;fg;gl;lgb> ,J ,ilepiyahsh; ePf;fk; my;yJ kW

,iepiyahsuhf;f tbtj;ij vLg;gJld;> tzpf nrad;Kiwfis

kWtbtikg;G nra;tJ (cjhuzkhf> tpepNahfk; kw;Wk; jsthlq;fs;)>

re;ijg;gLj;jy; vy;iyfis mjpfupj;jy; kw;Wk; ,-tzpfk; kw;Wk; juT jfty;

njhopy;El;g Kiwikfs; kw;Wk; Nritfspy; KjyPL nra;jy; Mfpatw;iw

cs;slf;fpaJ.

miktplj;jpd; RahjPdj; jd;ik (Independence of location): cs;Shu;

tpw;gidg; gil my;yJ thbf;ifahsu; Nrit FO my;yJ kpfr; rpwpa

mzpfsy;yhj ru;tNjr re;ijfspy; tpw;f KbAk;> ,jdhy; Gjpa tpw;gid

tha;g;Gfisj; jpwf;Fk;. xU ngsjPf tpw;gid epiyaj;ij itj;jpUf;f

Ntz;ba Njit ,y;yhjNghJ cw;gj;jpfs; nka;epfu;> nkd;nghUs; my;yJ

vz;zpay; cs;slf;fk; Nghd;wjhf ,Uf;Fk;NghJ ,J vspikahdjhf

,Uf;Fk;. jilaw;w ,iza mZfy; fpilf;Fk; ,lj;jpy; cw;gj;jp ,izak;

topahf Efug;gLtJld; cyfshtpa uPjpapy; milaf;$bajhf ,Uf;Fk;.

6.2 rthy;kpf;f njhopy;El;gq;fs; rthy;kpf;f jd;ik vd;gJ vd;gJ tzpfj;ij ,af;Fk; tof;fkhd topia

rthYf;F cl;gLj;JtjhFk;.

Rthy;kpf;f Gj;jhf;fk; (Disruptive innovation): xU cw;gj;jp my;yJ Nrit

Muk;gj;jpy; re;ijapd; mbg;gFjpapy; cs;s vspa gad;ghLfspy; Nt&d;wp

gpd;du; ,iltplhky; re;ijia efu;j;jp> ,Wjpapy; epWtg;gl;l

Nghl;bahsu;fis ,lk;ngau;fpwJ. xU rpwe;j cjhuzk; vd;dntd;why;>

Fiwe;j fl;lz tpkhd epWtdq;fs; ,izatop Kd;gjpT KiwfSld;

re;ij gq;ifg; ngw;W tpkhd epWtdq;fshy; ,af;fg;gLk; miog;G

epiyaq;fs; kw;Wk; gaz Kftu;fspd; ghuk;gupa re;ijia rPu;Fiyj;jJ.

tpkhd gazr;rPl;Lf;fis ,iza topapy; Kd;gjpT nra;tJ ,g;NghJ

epWtg;gl;l tpjpKiwapd; fPo; ,lk;ngWfpwJ.

rhj;jpakhd thbf;ifahsu;fspd; ftdj;ijg; ngw epWtdq;fshy; gy Gjpa

Kiwfs; Nrhjid nra;ag;gLtjhy; ,J ,-re;ijg;gLj;jy; tp\aj;jpYk;

cz;ikahFk;.

nghJthf rpwe;j njhopy;El;gk; kw;Wk; nrayhf;f rf;jpapd; tpisthf tUk;

GJikahd Gjpa Kiwfs; gad;gLj;jg;gLk;NghJ rthy;kpf;f jd;ik kw;Wk;

re;ij ,lj;jpd; mwpFwpahf> ,-re;ijg;gLj;Jgtu;fs; jq;fs; JiwapYk;>

jq;fs; Jiwf;F ntspNaAk; njhlu;e;J re;ijg;gLj;jy; eltbf;iffis

Draft Version


22 CA Sri Lanka

NjLnghwp cfg;ghf;fk; vd;gJ gadu;fspd; Njly; gof;fj;ij epWtdq;fs;

vt;thW Nkk;gLj;Jfpd;wd vd;gijAk;> mj;jifa Njly;fspd; KbTfis

vt;thW Nghl;bj;jd;ikAld; epu;tfpf;f KbAk; vd;gijAk; tptupf;Fk; xU

nrhy; MFk;. ed;F tbtikf;fg;gl;l tiyj;jsk; Njly; nghwp

cfg;ghf;fj;ij mjd; KO mstpy; nray;gl mDkjpf;fpwJ> NjLnghwpfspd;

Kjy; jutupirapy; tiyj;jsj;ijf; fhz;gpg;gjd; %yk;> mjhtJ $fps;.

,ijnahl;b> epWtdq;fs; jq;fs; tiyj;jsj;jpw;F mjpfupj;j Nghf;Ftuj;ij

topelj;Jk; KbTfs; gf;fj;jpy; xU rpwe;j 'ntw;wpia' ngw epWtdq;fis

mDkjpf;fpwJ.

fz;fhzpg;gJ Kf;fpakhFk;. epWtdq;fs; RWRWg;ghf ,Ug;gJld;>

Nghl;bahsiu tpl Kd;Ndw mtu;fspd; re;ijg;gLj;jy; je;jpNuhghak; kw;Wk;

Kiwikia khw;wpaikf;fTk; jahuhf ,Uf;f Ntz;Lk;.

7 Njly; nghwp cfg;ghf;fk;;

7.1 ,yj;jpudpay; tzpf njhopy;El;g cfg;ghf;fk; %yk;

thbf;ifahsu;fis ngw;Wf;nfhs;Sjy; ,-tzpf njhopy;El;gj;jpy; gpd;tUk; gad;ghl;bd; %yk; thbf;ifahsu;fisg;

ngw gy;NtW topfs; cs;sd.

NjLnghwp cfg;ghf;fk; (Search engine optimisation) - NjLnghwp KbTfspd; cr;rj;jpy; epWtdj;ijf; fhl;l mDkjpf;fpwJ

nra;jpf;FOf;fs; kw;Wk; kd;wq;fs; (Newsgroups and forums)- Vuhskhd ,iza ntspfspy; ,Ug;gJ kw;Wk; nraw;gjy;

nra;jpkly;fs; (Newsletters)- jdpegu;fSf;F ,yf;F nra;jpkly;fis mDg;Gjy;

,izg;G fl;blk; kw;Wk; $l;lhz;ik gpur;rhuq;fs; (Link building and partnership campaigns)- ,izg;Gfis %d;whk; gq;fhsp tiyj;jsq;fspy; Neub nehpriyg; ngw mDkjpf;fpwJ

gug;gy; re;ijg;gLj;jy; (Viral marketing)- ,izatop gpur;rhuq;fs; ,Oit

,lk;ngWtij cWjpnra;fpd;wd kw;Wk; 'jw;Nghija NgRNghUs; (trending) mbg;gilapy; gutyhd ghu;itahsu;fSf;Fj; njupAk;.

gjhij tpsk;guk; (Banner advertising)- gq;fhspfspd; tiyj;jsq;fspy; tpsk;guk;.

7.2 Njly; nghwp ngWNgWfis xd;wpizj;jy; ,iza topapy; thq;f tpUk;Gk; gy Efu;NthUf;F> mtu;fs; xU epWtdk;>

cw;gj;jp my;yJ Nrit my;yJ me;j cw;gj;jp my;yJ Nritapd;

mk;rj;ijj; Njl ,iza cyhtp kw;Wk; NjLnghwpiag; gad;gLj;Jthu;fs;.

epWtd tiyj;jsj;jpw;fhd ,izg;G Nju;T nra;ag;gLtjhy;> mjpf mstpy;

Njhd;WtJ my;yJ NjLnghwp KbTfspd; Kjy; gf;fj;jpyhtJ ,Ug;gJ

epWtdq;fSf;Ff; fpilf;Fk; ed;ikahFk;. $Ljyhf> Njlypy; xU

Nghl;bahsu; ngauplg;gl;l Njly; KbTfspy; Njhd;WtJk; rhjfkhdJ.

cjhuzkhf> xU Efu;Nthu; Gjpa gp.vk;.lgps;A+ fhiuj; Njbdhy;> nku;rpb]{k;

khw;whf nku;rpb]py; Efu;Nthu; Mu;tj;ij mjpfupf;f> Njly; KbTfspy;

Njhd;w tpUk;gyhk;.

Draft Version


CA Sri Lanka 23

thbf;ifahsu; cwT re;ijg;gLj;jy; vd;gJ thbf;ifahsu;fis <u;g;gij

tpl> jf;fitj;Jf;nfhs;s re;ijg;gLj;jy; tsq;fisg; gad;gLj;JtjhFk;.

jw;NghJs;s thbf;ifahsu;fspilNa tpRthrj;ij Vw;gLj;Jtjpy; ,J ftdk;

nrYj;JfpwJ.

Gjpa thbf;ifahsu;fis <u;g;gjw;fhf re;ijg;gLj;jy; tsq;fis kl;LNk

gad;gLj;Jtij tpl> epWtdj;jpd; jw;Nghija thbf;ifahsu;fisg;

guhkupf;fTk; Nkk;gLj;jTk; re;ijg;gLj;jy; tsq;fisg; gad;gLj;Jk; cwT

re;ijg;gLj;jy; MFk;.

gaDs;s thbf;ifahsu; cwT Kfhik %yk; epWtdq;fs; jq;fs; cwT

re;ijg;gLj;jy; je;jpNuhghaj;ij nray;gLj;j KbAk;.

NjLnghwp cfg;ghf;fk; (Search engine optimization -SEO) jpwikahd tiyj;js tbtikg;G Njly; KbTfspy; xU toq;Fdiu

Nkk;gLj;j KbAk;. ,J> KbTfis Nkk;gLj;jTk;> mjpfj; njupTepiyiag;

ngwTk;> NkYk; Neub 'ntw;wpfis” ngwTk; KbAk;.

$Ljyhf> epWtdq;fs; NjLnghwpfis nrYj;jyhk;> mj;jifa $fps;

Nghd;w tiuaWf;fg;gl;l Njly;fspy; fl;lzk; mjpfkhf Njhd;Wk; NghJ

Efu;Nthu; mjd; tiyj;jsj;jpw;fhd ,izg;igj; Nju;e;njLg;gjw;fhd

tha;g;Gfs; mjpfk;.

NjLnghwp cfg;ghf;fj;jpw;F gpd;tUk; Kiwfs; kw;Wk; fUtpfs; gad;gLj;jg;

gLfpd;wd:

(1) NjLnghwp KbT gf;fq;fs; (search engine results pages - SERP)

NjLnghwp KbTg; gf;fq;fs; $fps; Nghd;w NjLnghwpiag; gad;gLj;jp

,iza topapy; vijahtJ NjLk;NghJ gadu;fSf;F toq;fg;gLk;

tiyg;gf;fq;fs;. gadu; mtu;fspd; Njly; tpdtypy; Eiofpwhu;

(ngUk;ghYk; nrhw;fs; vdg;gLk; Fwpg;gpl;l nrhw;fs; kw;Wk;

nrhw;nwhlu;fisg; gad;gLj;Jfpwhu;)> mjd; kPJ NjLnghwp mtw;iw xU

NjLnghwp KbT gf;fq;fSld; toq;FfpwJ.

Source: https://www.wordstream.com/serp

(2) gf;f jutupir (Page Ranking)

$fpspd; jutupir mikg;gpd; kpf Kf;fpakhd gFjpahf> Mdhy; ,g;NghJ

E}w;Wf;fzf;fhd NjLnghwp topKiwfspy; xd;whd gf;fj;jutupir

NjLnghwp cfg;ghf;fk; (v];rpX) fle;j kw;Wk; jw;Nghija tuyhw;wpy; xU

Kf;fpa gFjpahFk;. gf;fj;jutupir xU ,izg;G gFg;gha;T cyfshtpa

tiyaikg;gpy; cs;s xt;nthU tiyapizg;G nra;ag;gl;l (hyperlinked) tiyg;gf;fj;jpw;Fk; xU vz; my;yJ juj;ij xJf;Fk; $Fs; jsj;jpdhy;

gad;gLj;jg;gLk; topKiwahFk;. gf;fj;jutupirapd; mbg;gil Nehf;fk;

kpf Kf;fpakhditapypUe;J kpff; Fiwthd Kf;fpa tiyg;gf;fq;fis

gl;baypLtjhFk;> ,J xU Kf;fpa Njly; epfOk;NghJ xU NjLnghwp

KbTfs; gf;fj;jpy; gpujpgypf;Fk;.

Source: https://www.brickmarketing.com

8 thbf;ifahsu; cwTKiw Kfhikj;Jtk;

Draft Version

http://www.wordstream.com/serp

http://www.brickmarketing.com/


24 CA Sri Lanka

8.1 thbf;ifahsu; cwTKiw re;ijg;gLj;jy; thbf;ifahsu; cwTKiw re;ijg;gLj;jy;: Gjpa thbf;ifahsu;fis

<u;g;gij tpl> jf;fitj;Jf; nfhs;s re;ijg;gLj;jy; tsq;fisg;

gad;gLj;Jjy;. ngUk;ghyhd epWtdq;fisg; NghyNt jw;NghJs;s

thbf;ifahsu;fspilNa tpRthrj;ij Vw;gLj;Jtjpy; ,J ftdk;

nrYj;JfpwJ> ,Jtiu mtu;fspd; tUthapd; kpfg;ngupa tpfpjk; kPz;Lk;

kPz;Lk; nfhs;tdT my;yJ gpd;njhlu;jy; nfhs;tdT nra;Ak;

thbf;ifahsu;fsplkpUe;J tUfpwJ.

re;ijg;gLj;jy; Kaw;rpapd; ngUk;gFjp Gjpa thbf;ifahsu;fis

nty;tjw;Fk; re;ijg; gq;if mjpfupg;gjw;Fk; topelj;jg;gl Ntz;Lk;

vd;whYk;> thbf;ifahsu;fisj; jf;f itj;Jf; nfhs;tJk;> kPz;Lk; kPz;Lk;

tzpfj;ijg; ngWtJk; Kf;fpakhFk;.

thbf;ifahsu; jf;fitg;Gf;fhd ,e;j Kf;fpaj;Jtk; thbf;ifahsu; cwT

Kfhikapy; mjpf ftdk; nrYj;j toptFj;jJ. tpw;gid kw;Wk;

re;ijg;gLj;jy; Copau;fs; ntWkNd 'xw;iw tpw;gidia” nra;tjw;fhd

topfisj; Njlf;$lhJ> mtu;fs; ePz;lfhy cwit cUthf;Ftjw;fhd

topfisj; Njl Ntz;Lk;> ,J epWtdk; kw;Wk; thbf;ifahsu; ,UtUf;Fk;

gu];gu ed;ik gaf;Fk;.

cwT re;ijg;gLj;jy; kw;Wk; thbf;ifahsu; cwT Nkyhz;ik Mfpatw;wpd;

gpd;dhy; cs;s ju;f;ftpay; ,JNtahFk;.

thbf;ifahsu; cwT Kfhik vd;gJ Efu;Nthu; kw;Wk; epWtdq;fSf;F

,ilapyhd ePz;lfhy> gu];gu kjpg;Gkpf;f> cwTfis cUthf;Fjy;>

tpUj;jpnra;jy;> NgZjy; kw;Wk; Nkk;gLj;jy; MFk;. ntw;wpfukhd thbf;ifahsu; cwT Kfhik eilKiwapy; Ntiy nra;a>

guptu;j;jid kw;Wk; cwT re;ijg;gLj;jy; ,ilNa cs;s NtWghLfisg;

Gupe;Jnfhs;tJ Kf;fpakhFk;.

nfhLf;fy;thq;fy; re;ijg;gLj;jy; cwTKiw re;ijg;gLj;jy;

xw;iw tpw;gidapd; Kf;fpaj;Jtk; thbf;ifahsu; cwtpd; Kf;fpaj;Jtj;jpw;F Kd;Dupik mspj;jy;

cw;gj;jp mk;rq;fspd; Kf;fpaj;Jtk; thbf;ifahsu; ed;ikfspd; Kf;fpaj;Jtk;; ,tw;iw Efu;NthUf;Fj; njuptpf;fTk;

FWfpa nrYj;Jk; Neu msTNfhy; ePz;l nrYj;Jjy; Neu msTNfhy;

Nritf;F Fiwe;j Kf;fpaj;Jtk; thbf;ifahsu; Nritf;F tYthd Kf;fpaj;Jtk; kw;Wk; thbf;ifahsu; gpur;rpidfisj; jPu;g;gJ

juk; vd;gJ cw;gj;jpapd; kPjhd mf;fiw

'thbf;ifahsu; mDgtj;ij' mjpfupf;f midtupd; mf;fiwAk; juk;

Nghl;b mu;g;gzpg;G mjpf thbf;ifahsu; mu;g;gzpg;G

re;ijf;F ,zf;fkhd njhlu;ghly; Efu;NthUf;fhd tof;fkhd njhlu;G (GJg;gpg;Gfs;> tpsk;guq;fs;> co;Eioif)

Draft Version


CA Sri Lanka 25

8.2 thbf;ifahsu; cwTKiw Kfhikj;Jtj;jpw;fhd Njit re;;ijg;gLj;jy; tplaq;fspy; thbf;ifahsh; cwT Kfhik Vd; Kf;fpakhdJ vd;gjw;fhd gy;NtW fhuzq;fs; fhzg;gLfpd;wd.

tpRthrk; xU nghUis kPz;Lk; thq;Ftjw;F

thbf;ifahsu;fs; gpw toq;Fdu;fisg;

gad;gLj;Jtijj; jLg;gJ vd;d?

thbf;ifahsu;fs; xU Fwpg;gpl;l rg;isaUf;F

Vd; tpRthrkhf ,Uf;f Ntz;Lk;?

fpuak; Gjpatu;fis <u;g;gij tpl> Vw;fdNt cs;s

thbf;ifahsu;fisj; jf;fitj;Jf;nfhs;tjpy;

ftdk; nrYj;JtJ kypthdJ. Gjpa

thbf;ifahsu;fis <u;g;gJ tpiy cau;e;jJ>

cjhuzkhf Fiwe;j Muk;g tpiyfs; my;yJ

tpsk;gu nryTfs; fhuzkhf

tUkhdk; kw;Wk; ,yhgk; Kjpu;e;j re;ijfspy;> ,Uf;Fk;

thbf;ifahsu;fs; vjpu;fhy tUtha; kw;Wk;

tUthapd; ngUk;ghYk; Mjhuj;ij

toq;Ffpwhu;fs;

cw;gj;jp tPr;ir tpupTgLj;Jjy;

jw;NghJs;s thbf;ifahsu;fisj; jf;f

itj;Jf; nfhs;s Kbahtpl;lhy;> epWtdk;

tpw;Fk; jahupg;Gfspd; tuk;ig

tpupthf;Ftjw;fhd cj;jpfs; mu;j;jkw;wit.

thbf;ifahsu;fSf;F xU cw;gj;jp my;yJ Nritia tpw;Fk; NghJ>

thbf;ifahsu; jpUg;jp mila Ntz;Lk;> NkYk; mtu;fs; nrYj;Jk;

gzj;jpw;F kjpg;G fpilg;gjhf czu Ntz;Lk;.

Thbf;ifahsh; Nrit Kfhikj;Jtk; cw;gj;jp my;yJ Nritapd; juk;

kw;Wk; thbf;ifahsu; jpUg;jpapd; msit tpl mjpfkhf mf;fiw

nfhz;Ls;sJ.

,J thbf;ifahsUld; xU tYthd cwit tsu;g;gJld;> thbf;ifahsu;

tpRthrj;ij tsu;g;gjpy; mf;fiw nfhz;Ls;sJ. vdNt ,jd; Kf;fpa

mk;rq;fshtd:

• thbf;ifahsiu ed;F mwpe;Jnfhs;sy;

• epWtdk; jhk; Nkw;nfhs;Sk; tzpfj;ijg; ghuhl;LfpwJ vd;gij

thbf;ifahsUf;Fg; Gupa itg;gJ

• thbf;ifahsupd; Mu;tj;ijAk; epWtdj;jpw;F tpRthrj;ijAk; tsu;g;gJ

Draft Version


26 CA Sri Lanka

8.3 Efu;Nthu; (gadhsu;) kw;Wk; thbf;ifahsu; ,ilapyhd NtWghLfs;

thbf;ifahsu;fs; xU epWtdj;jpd; cw;gj;jpfs; kw;Wk; Nritfis

thq;Fgtu;fs;. mtu;fSld; jpwk;gl njhlu;G nfhs;s> xU epWtdk; njupe;J

nfhs;s Ntz;Lk;:

• ahu; mtu;fs; • jpUg;jp nra;a vd;d cw;gj;jpfs; my;yJ Nritfs; Njit • jq;fs; thbf;ifahsu;fs; mike;Js;s ,lk; • mtu;fSld; njhlu;Gnfhs;tjw;fhd kpfTk; nryT Fiwe;j Kiwfs;

,ijr; nra;tjd; %yk;> tpsk;guk;> tpw;gid ,yf;fpak;> nghjpaply; kw;Wk;

cw;gj;jp mwpTWj;jy;fs; Nghd;w gaDs;s jfty; njhlu;Gfis

cUthf;FtJ vspjhf ,Uf;Fk;> ,J thbf;ifahsiu <u;f;Fk; kw;Wk;

Gupe;Jnfhs;Sk;.

xU cw;gj;jpf;fhd thbf;ifahsu; kw;Wk; cw;gj;jp Efu;Nthu; ,ilNa rpy

re;ju;g;gq;fspy; NtWgLj;JtJ Kf;fpak;. xU thbf;ifahsu; vd;gJ nghUis

thq;Fk; egu;> Efu;Nthu; mijg; gad;gLj;Jk; my;yJ EfUk; egu;. ,tu;fs;

vg;NghJk; xNu egu;fs; my;y.

thq;Fk; Kbit vLf;Fk; egu; my;yJ egu;fis jPh;khdk; Nkw;nfhs;Sk;

myF (decision-making unit or DMU) vdf; Fwpg;gplyhk;.

8.4 re;ijg;gLj;jy; ika mZFKiwapd; ed;ikfs; re;ijg;gLj;jy; rhu;e;j mZFKiwapd; Kf;fpa ed;ikfshtd:

(a) thbf;ifahsupd; Njitfspy; Kjd;ikahd ftdj;ij nrYj;Jtjd;

%yk;> epWtdq;fs; thbf;ifahsu;fspd; Njitfisg; G+u;j;jp nra;Ak;

cw;gj;jpfs; kw;Wk; Nritfis cUthf;f mjpf tha;g;Gs;sJ.

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CA Sri Lanka 27

thbf;ifahsu;fs; mjpf msT jpUg;jpia mDgtpg;gjhy; kPz;Lk;

nfhs;tdT kw;Wk; gz;lf;Fwp tpRthrk; mjpfupf;Fk; tha;g;G

mjpfupj;Js;sJ.

(b) thbf;ifahsu;fs; tpUk;Gtij njhlu;e;J Gupe;Jnfhs;tJk; toq;FtJk;

ePz;l fhy ,yhgj;jpw;F toptFf;fpwJ.

re;ij rhu;e;j epWtdq;fs; xUKiw thq;Fgtu;fis mjpf tpiyia

nrYj;j mjpf tpUg;gKs;s gy tpRthrkhd thbf;ifahsu;fis

tsu;g;gjw;fhd ,Wjp Fwpf;NfhSld; kPz;Lk; thbf;ifahsu;fshf khw;w

KbAk;.

thq;Fgtu;fis kPz;Lk; thbf;ifahsu;fshf khw;w> xU epWtdk;

mtu;fSld; cwit tsu;g;gjw;fhd topfisj; Njl Ntz;Lk;.

8.5 fzf;fpay; kw;Wk; epjpj;njhopy;rhu; egu;fshy; jPu;khdk;

Nkw;nfhs;Sk;NghJ vz;zpay; jsq;fSf;fhd re;ijg;gLj;jy;

eilKiwfs; vt;thW gad;gLj;jg;gLk;? vz;zpay; re;ijapy; gad;gLj;jg;gLk; Gjpa Kiwfs; kw;Wk;

eilKiwfisg; Gupe;Jnfhs;tjd; %yk; epjp ty;Yeu;fs; kw;Wk;

fzf;fhsu;fs; gadilayhk;. mj;jifa Kiwfis toq;Ftjw;Fk;

epu;tfpg;gjw;Fk; Neubahfg; nghWg;Ngw;ftpy;iy vd;whYk;> gq;Fjhuu;fs;

tpopg;Gld; ,Uf;f Ntz;ba xU epjpj;jhf;fk; ,Uf;Fk;> cjhuzkhf>

thbf;ifahsu; cwT Kfhik> thbf;ifahsu; vij tpUk;GfpwJ vd;gjpy;

epWtdj;jpw;F njspTgLj;Jk; jpwidf; nfhz;Ls;sJ> Kd;dzp

tpRthrj;jpw;F> ,jdhy; tpw;gid kw;Wk; ,yhgk; mjpfupf;Fk;. ,e;j

Nghf;Ffis gFg;gha;T nra;tJ gFg;gha;T kw;Wk; jPh;khdpj;jypy; epjp

epGzu;fSf;F rpwe;j Kiwapy; MNyhrid toq;f KbAk;.

,-re;ijg;gLj;jy; R+oiy vt;thW khw;WtJ kw;Wk; rf;jptha;e;j jfty;

njhopy;El;g Kiwikfs; kw;Wk; juTg; gFg;gha;TfSld; ,-th;j;jfk; kw;Wk;

,-re;ijg;gLj;jy; Mfpatw;iw Mjupf;f Ntz;bajd; mtrpaj;ijg;

Gupe;Jnfhs;tjd; %yk;> ,e;j gFjpfspy; %yjd KjyPl;ilg; Gupe;J

nfhs;sTk;> Mjupf;fTk; kw;Wk; kjpg;gPL nra;aTk; epjp ty;Yeu;fSf;F

cjTk;.

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28 CA Sri Lanka

CHAP

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UP

,yj;jpudpay; tzpf je;jpNuhghak;: ,J $l;Ltzpf je;jpNuhghaj;jpw;F

Mjutspf;ff;$ba kw;Wk; nry;thf;F nrYj;jf;$ba cs;sf kw;Wk;

ntspthhpahd ,yj;jpudpay; njhlu;ghly;fspd; gpuNahfj;jpw;fhd mZFKiw

vd tiutpyf;fzk; nra;ag;gLfpwJ.

McDonald and Wilson (2011), mtu;fspdhy; cUthf;fg;gl;lthW>

re;ijg;gLj;jYf;fhd MW I topKiwfs; ,yj;jpudpay; tu;j;jfk;

thbf;ifahsUf;F ngWkjp Nru;f;Fk; Kiwfs; kw;Wk; ntw;wpfukhd

,yj;jpudpay; tu;j;jfk; kw;Wk; ,yj;jpudpay; re;ijg;gLj;jiy cUthf;Fk;

NghJ ftdj;jpy; nfhs;sg;gl Ntz;ba mk;rq;fisj; njhFj;Jj; jUfpwJ.

mj;jifa MW fhuzpfshf: ,ilj;njhlu;G nrad;Kiw> GydwpT>

jdpahf;fy;> xUq;fpizg;G> ifj;njhopy; fl;likg;G kw;Wk; miktpl

RahjPdj; jd;ik.

,yj;jpudpay; re;ijg;gLj;jy; fUtpfs; xU epWtdj;ij rPuhdjhf>

jpwd;kpf;fjhf> tpiuthdjhf kw;Wk; Nghl;bj;jd;ik kpf;fjhf khw;WfpwJ.

,yj;jpudpay; rpy;yiw tpahghuk; vd;gJ ,izaj;jpD}lhf nghUl;fs; kw;Wk;

Nritfis tpw;gid nra;Ak; eltbf;ifahff; fhzg;gLtJld; ,J

tzpfj;jpypUe;J tzpfj;jpw;fhfNth my;yJ tzpfj;jpypUe;J

Efu;NthUf;fhdjhfNth fhzg;glyhk;.

Njly;nghwp cfg;ghf;fk;; vd;gJ gadhsu;fsJ Njly; gof;ftof;fq;fis

epWtdq;fs; ,izj;Jg; gad;gLj;jpf;nfhs;sj;jf;f Kiw> rpwg;ghf

tbtikf;fg;gl;l ,izajsk; Njly; nghwpfspy; cau;thd epiyapid

ngw;W jkJ tiyj;jsj;jpw;fhd mjpfupj;j neupriy cUthf;Fk; tifapy;

cau;thd miliffis mile;Jnfhs;tij tpgupf;Fk;.

thbf;ifahsu; cwTKiw Kfhikj;Jtk; vd;gJ Efu;Nthu; kw;Wk;

epWtdj;jpd; ,ilNa ePz;lfhy> gu];guk; ngWkjpkpf;f cwTKiwapid

cUthf;Fjy;> tpUj;jp nra;jy;> NgZjy; kw;Wk; cfg;ghf;fk;; nrad;Kiw

MFk;.

mj;jpahar; RUf;fk;

Draft Version


CA Sri Lanka 29

PRO

GRES

S TE

ST

1 NritfSf;fhd tp];jupf;fg;gl;l re;ijg;gLj;jy; fyitapd; VO

%yf;$WfSk; vit?

2 CRM vd;gJ vjidf; fUJfpwJ?

3 fye;Jiuahlg;gl;l ,uz;L gpujhd tifahd gFg;gha;Tfisg; ngaupLf.

4 ,ilj;njhlu;Gj;jd;ik kw;Wk; miktplj;jpd; RahjPdj;jd;ik Mfpatw;wpdhy;

fUjg;gLtJ ahJ?

5 rthy; kpf;f Gj;jhf;fk; vd;why; vd;d?

6 cwTKiw re;ijg;gLj;jypy; Fztpay;Gfs; vit?

Kd;Ndw;wg; ghPl;ir

Draft Version


30 CA Sri Lanka

1 NritfSf;fhd tp];jupf;fg;gl;l re;ijg;gLj;jy; $Wfshtd: cw;gj;jp>

tpiy> ,lk;> Nkk;gLj;jy;> kf;fs;> ngsjPf rhd;W kw;Wk; nrad;Kiwfs;

2 thbf;ifahsu; cwTKiw Kfhikj;Jtk;

3 tpguuPjpahd kw;Wk; Kw;Jzpthd

4 ,ilj;njhlu;G epiy: ,izaj;jpy; tiyj;jsk; xd;wpy; jftiy NjLgtu;

tof;fkhf thbf;ifahsNu Mthu;. epWtdk; kw;Wk; mtu;fSila

thbf;ifahsu;fSf;F ,ilapyhd ,ilj;njhlu;ghdJ kpd;dQ;ry;>

gupe;Jiufs;> r%fgf;fq;fs;> tiyg;gf;fq;fs; kw;Wk; Gifg;glq;fs;

Kjypatw;iw cs;slf;Fk;. jdpj;jdpahd thbf;ifahsu;fSld; ,iza

topapyhd njhlu;G rhj;jpakhf ,Uf;Fk; NghJ> ,yj;jpudpay; re;ijg;gLj;jy;

rhj;jpakhdjhFk;.

miktplj;jpd; RahjPd jd;ik: nkd;nghUs; my;yJ vz;zpay; cs;slf;fk;

Kjypa tifapyhd cw;gj;jpfs; nka;epfuhdjhf fhzg;gLk;NghJ>

tiuaiwaw;w ,iza mZif fpilf;fj;jf;fjhf ,Uf;Fk; NghJ

cw;gj;jpahdJ G+NfhsuPjpahf mile;J vspa topapy; Efuj; jf;fjhf

fhzg;gLtjdhy; Fwpj;jnjhU miktplj;jpy; ngsjPfuPjpahf tpw;gid

epiyak; xd;iw itj;jpUf;f Ntz;ba Njitg;ghL fpilahJ.

5 rthy; kpf;f Gj;jhf;fk; vd;gJ Gjpa nghUs; my;yJ NritahdJ NtWgl;l

topKiwapy; tpepNahfpf;fg;gLjy; my;yJ re;ijg;gLj;jg;gLtJld; ,J

re;ijapd; mbkl;lq;fspy; ed;F CLUtp gpd;du; xl;Lnkhj;j re;ij Nehf;fp

epiyj;jtifapy; efu;e;J ,Wjpahf Kd;du; ngau;ngw;wpUe;j Nghl;b

tzpfq;;fisAk; re;ijapypUe;J ntspaDg;Gk; nrad;KiwahFk;.

6 cwTKiw re;ijg;gLj;jypd; Fztpay;Gfs; gpd;tUtdtw;iw cs;slf;Fk;:

thbf;ifahsu; cwTKiwapd; Kf;fpaj;Jtk;> thbf;ifahsu; ed;ikfspd;

Kf;fpaj;Jtk;> ePz;lfhy ml;ltiz> thbf;ifahsu; Nrit kPjhd xU

mjpfupj;j Kf;fpaj;Jtk;> juk; midtuJk; Kf;fpa tplakhf ,Uj;jy;>

cau;thd thbf;ifahsu;fs; <LghL kw;Wk; fpuhkkhd thbf;ifahsu;

njhlu;ghly;


Draft Version

ifj;njhiyNgrp kw;Wk; r%f Clf re;ijg;gLj;jy;;

mwpKfk; ifj;njhiyNgrp kw;Wk; r%f Clf re;ijg;gLj;jy; ,g;NghJ tzpfj;jpw;F

xUq;fpize;jjhf cs;sJ. tiy 2.0 Ij; jOtpa epWtdq;fs; jq;fs;

thbf;ifahsu; jsj;ij miltJ kl;Lky;yhky;> ePz;l fhyj;jpw;F

Efu;Nthiuj; jf;fitj;Jf;nfhs;tjw;fhd Gjpa topfisf; fz;Lgpbg;gjhy;>

ed;ikfisAk; ntFkjpfisAk; mWtil nra;Ak;.

r%f Clf re;ijg;gLj;jy; gad;ghl;il epWtdq;fs; Gupe;Jnfhs;tJ

Kf;fpakhf cs;sJld;> khWgl;l fUtpfs; KOikahf Gupe;J

nfhs;sg;gLfpd;wd> cjhuzkhf guk;gy; re;ijg;gLj;jy; kw;Wk; kpd;dQ;ry;

re;ijg;gLj;jy; kw;Wk; ifj;njhiyNgrpj; njhopy;El;gk;. ,J epWtdj;jpw;F

xU Nghl;b ed;ikiag; ngw mDkjpf;Fk;.

mwpTf; $W

D vz;zpay; Afj;jpyhd re;ijg;gLj;jy; je;jpNuhghak; 4.2 ifj;njhiyNgrp kw;Wk; r%f

Clf re;ijg;gLj;jy;

4.2.1 NtWgl;l Nehf;Ffspy; r%f tiyj;js tzpfg; gpuNahfj;ij Vw;gpirT

nra;jy;

4.2.2 nghJthd ,yj;jpudpay; re;ijg;gLj;jy; gpuNahfq;fSld; xg;gpLk;NghJ

r%f Clf re;ijg;gLj;jy; Kiwikapd; Fztpay;Gfs; kw;Wk; tpNrl

jd;ikapid guPl;rpj;jy;.

4.2.3 r%f Clf jsj;jpd; mbg;gil fl;likg;Gfis fye;JiuahLjy;.

4.2.4 Gjpa tzpf tha;g;Gfis NjLtjw;fhd r%ftiyj;js gFg;gha;Tg;

gpuNahfq;fis guPl;rpj;jy;

4.2.5 tzpfj;jpd; gz;lf; Fwpapidf; fl;bnaOg;Gtjw;fhf gug;gy;

re;ijg;gLj;jy; gad;gLj;Jtjw;fhd rhj;jpaj;ij fye;JiuahLjy;.

4.2.6 r%f tiyj; jsg; gFg;gha;T kw;Wk; fz;fhzpj;jYf;fhd rhj;jpakhd

fUtpfs; kw;Wk; El;gq;fis milahsk; fhZjy;.

4.2.7 tzpfj;jpw;F Nghl;b ed;ikapid cUthf;Ftjw;fhf r%f Clf

Kfhikj;Jt fUtpfspd; gpuNahfj;ij fye;JiuahLjy;

4.2.8 Vida re;ijg;gLj;jy; gpuNahfq;fSld; xg;gpLk;NghJ ifj;njhiyNgrp

njhopy;El;gj;jpy; gad;gLj;jg;gLk; gpuj;jpNaf re;ijg;gLj;jy;

gpuNahfq;fis Vw;gpirT nra;jy;.

233

mj;jpahak;

Draft Version

BL8 | Chapter 10: Mobile and Social Media Marketing

2 CA Sri Lanka

1 r%f Clfj;jpd; ,ay;G kw;Wk; Nehf;nfy;iy

1.1 r%f Clf tzpfj;jpd; gug;ngy;iy r%f Clf tzpf epWtdq;fs; jq;fs; thbf;ifahsu;fSlDk; rhj;jpakhd

thbf;ifahsu;fSlDk; njhlu;G nfhs;tjw;fhd xU topahfg; gad;gLj;jg;

gLfpd;wd. r%f Clfq;fspd; ,ay;G> cwTKiwfis milahsk; fhZjy;>

cUthf;Fjy; kw;Wk; jf;fitj;jy; MFk;.

,J gpd;tUk; Kf;fpa $Wfshy; MdjhFk;:

r%f Clfq;fspyhd re;ijg;gLj;Jjy;

r%f Clf re;ijg;gLj;jy; vd;gJ rhj;jpakhd Efu;NthuplkpUe;J

'thq;Ftjw;F' gad;gLj;jf;$ba cwTfis tsu;g;gjw;Fk; jf;f itj;Jf;

nfhs;tjw;Fk; gadu; jsj;Jld; njhlu;Gnfhs;tJk; MFk;. tof;fkhd

nra;jpfs;> glq;fs;> xspg;glq;fs; kw;Wk; GJg;gpg;Gfis ,Lifapl gadu;fs;

xU r%f Clf jsj;jpy; Ratptuf; fzf;ifg; gad;gLj;Jthu;fs;. gadu;

fzf;ifg; gpd;njhlu;gtu;fSf;F ,J cldbahf te;J NrUk;. $Ljyhf> xU

,Lifia kw;w gadu;fshy; mtu;fs; ,izf;fg;gl;ltu;fSf;F mDg;gyhk;>

nra;jpapd; tuk;ig mjpfupf;Fk;> r%f Clf nry;thf;F nrYj;Jgtu;fs;

fzprkhd vz;zpf;ifapyhd gpd;njhlu;gtu;fisf; nfhz;ltu;fs;> nghJthf

,NjNghd;w taJ tuk;G kw;Wk; kf;fs; njhif nfhz;ltu;fs;> mtu;fs;


1 r%f Clfj;jpd; ,ay;G kw;Wk; Nehf;nfy;iy 4.2.1

2 r%f Clf re;ijg;gLj;jypd; mwpKfk; 4.2.2

3 r%f Clf mbj;jsj;jpd; fl;likg;G Mf;ff; $Wfs; 4.2.3

4 r%ftiyj;js gFg;gha;T 4.2.4

5 guk;gy; re;ijg;gLj;jy; 4.2.5

6 r%f Clfj;jpd; gFg;gha;T kw;Wk; fz;fhzpj;jy; 4.2.6

7 r%f Clf Kfhik fUtpfspd; gpuNahfk; 4.2.7

8 re;ijg;gLj;jy; je;jpNuhghaj;jpy; ifj;njhiyNgrp gpuNahfq;fs;

4.2.8

KO vz;zpay; mDgtj;jpy; gq;Nfw;f tpUk;Gk; midj;J epWtdq;fSf;Fk;

r%f Clf tzpfk; ,g;NghJ Kf;fpakhdJ. r%f Clfq;fs; ,g;NghJ xU

KOikahd> xUq;fpize;j tzpf nrad;Kiwahf kl;Lky;yhky;> ,e;j

nrad;KiwapypUe;J ngwg;gl;l juTfSk; jfty;fSk; epWtdj;jpd; kpfTk;

ghuk;gupa nrhj;Jf;fSld; ,ize;J ,g;NghJ xU nrhj;jhff; fUjg;gLfpd;wd.

Draft Version


CA Sri Lanka 3

re;ijg;gLj;jy; nra;jpfis Vw;Wf;nfhz;L gy gpd; njhlu;gtu;fSf;F

cldbahf mDg;Gk;.

gug;gy; re;ijg;gLj;jy; (Viral marketing)

gug;gy; re;ijg;gLj;jy; vd;gJ tiynahsp> fPr;rfk; kw;Wk; ,d;];lhfpuhk;

Nghd;w r%f Clf jsq;fs; topahf gug;gy; Nghy nraw;gLk; xU nra;jpia

my;yJ Nahridia toq;FfpwJ> gadu;fs; nrhe;j tiyaikg;GfSf;Fs;

nra;jpfis mDg;Gtjhy; ,izatop r%fk; topahf guTfpwJ> gpd;du; kPz;Lk;

Kd;Ndhf;fp mDg;Gfpwhu;fs;> kw;Wk; gytw;why; cs;slf;fj;jhy; ,af;fg;gl;L>

cldb czu;r;rp jhf;fj;ij Vw;gLj;JfpwJ> mjhtJ nra;jpapy; eifr;Rit>

Nrhfk; my;yJ fhjy; my;yJ mjpu;r;rp ngWkjp cs;sJ. gug;gy;

re;ijg;gLj;jiyj; jpl;lkply; my;yJ fzpg;gJ fbdk;> Vnddpy; xU Gjpa

nra;jp> glk; my;yJ xspg;glk; ,izatopapy; mDg;Gtjw;fhd J}z;Ljiy

cUthf;Fk;.

juT mfo;T (Data mining)

rpf;fyhd juT gFg;gha;T El;gq;fisr; nra;tjw;fhf> 'ngUe;jutpd;” gpujpepjpahd midj;J vz;zpay; jsq;fspypUe;Jk; juTfis mWtil

nra;jy;> Nrfupj;jy; my;yJ 'mfo;jy;” %yk; ve;jnthU %yj; juTfspdJk;

ghupa njhFg;gpypUe;J gad;gLj;jf;$ba juitg; gpupj;njLf;Fk; nrad;KiwNa

juT mfo;T MFk;.

juT gFg;gha;T (Data Analytics)

juTg; gFg;gha;T vd;gJ Gjpa kw;Wk; gaDs;s jfty;fspd; mwpT tq;fpia

cUthf;f juT mfo;tpd; %yk; ngwg;gl;l %yj; juitg; gad;gLj;Jtij

cs;slf;FfpwJ. tpUg;gq;fs;> tpUg;G ntWg;Gfs; kw;Wk; gpw czu;r;rpj;

J}z;Ljy;fs; cs;spl;l thbf;ifahsu; my;yJ thbf;ifahsupd; elj;ij

gw;wpa Ez;zwpTfisg; ngw ,e;j jftiy gFg;gha;T nra;ayhk; my;yJ

thbf;ifahsu; Ratptuq;fs; kw;Wk; thq;Fk; gof;ftof;fq;fSf;F ,ilapy;

njhlu;Gfis Vw;gLj;jyhk;> ,J epWtdq;fSf;F Nghf;Ffis milahsk;

fhz my;yJ cw;gj;jpfSld; Fwpg;gpl;l r%f FOf;fis Fwpitf;f cjTk;

KiwaPL nra;af;$ba Nritfs;.

2 r%f Clf re;ijg;gLj;jypd; mwpKfk;

2.1 r%f Clf re;ijg;gLj;jy; vd;why; vd;d? r%f Clf re;ijg;gLj;jy; vd;gJ r%f Clfj; jsq;fs; %yk;

thbf;ifahsu;fisg; ngWtjw;Fk; thbf;ifahsu;fspd; ftdj;ij

<u;g;gjw;Fkhd nrad;Kiw MFk;.

r%f Clf re;ijg;gLj;jy; vd;gJ rupahd ghu;itahsu;fis> rupahd Neuj;jpy;

rupahd nra;jpAld; nrd;wiltjdhy; mjpu;T Vw;gLfpwJ. mjhtJ> ,J

tpopg;Gzu;it cUthf;FfpwJ> my;yJ Gjpa cw;gj;jp Njitia

cUthf;FfpwJ> my;yJ cs;slf;fq;fspd; czu;r;rp jhf;fj;jpd; fhuzkhf

nra;jpiag; gfpu Ntz;Lk; vd;w J}z;Ljiy cUthf;FfpwJ.

r%f Clf tzpfj;ij vt;thW rpwg;ghfg; gad;gLj;JtJ vd;gijj; jPu;khdpf;f>

r%f Clfq;fisg; gad;gLj;Jtjd; %yk; mila Ntz;ba

Fwpf;Nfhs;fisAk;> ,e;j re;ijg;gLj;jy; Kiw vt;tsT gaDs;sjhf

,Uf;Fk; vd;gijAk; epWtdk; Kjypy; jPu;khdpf;f Ntz;Lk;.

Draft Version


4 CA Sri Lanka

tiy 2.0 njhopy;El;gq;fs; epWtdq;fs; thbf;ifahsu;fSld; njhlu;G

nfhs;Sk; KiwiaAk;> thbf;ifahsu;fs; (my;yJ rhj;jpakhd

thbf;ifahsu;fs;) cs;slf;fk; kw;Wk; xUtUf;nfhUtu; njhlu;G nfhs;Sk;

KiwiaAk; khw;wptpl;ld. tiy 2.0 njhopy;El;gq;fs; - Fwpg;ghf r%f Clf

jsq;fs; - gadu;fs; jq;fisg; gw;wpa jfty;fis toq;f mDkjpf;fTk;> ,e;j

jfty; re;ijg;gLj;Jgtu;fSf;F kjpg;Gkpf;fjhf ,Uf;Fk;.

cjhuzkhf> tpsk;gujhuu;fs; KfE}ypy; jq;fs; gz;lf;Fwpfs; my;yJ

cw;gj;jpfis 'tpUk;Gk;” egu;fis gFg;gha;T nra;J> mtu;fspd; ,yf;F

FbapaYf;F nghUe;jf;$batu;fis milahsk; fhzyhk;. r%f Clfq;fspy;

me;j urpfu;fspilNa ciuahliyf; ftdpg;gjd; %yk;> re;ijg;gLj;Jgtu;fs;

jq;fs; nrhe;j gz;lf;Fwpfs; kw;Wk; Nghl;bahsu; gz;lf;Fwpfs; gw;wpa

czu;Tfis kl;Lky;yhky;> mtu;fspd; ,yf;F Fbapay;rhh; gue;j

eyd;fisAk; milahsk; fhz KbAk;;. cjhuzkhf> gpugyq;fs; kw;Wk;

njhiyf;fhl;rp epfo;r;rpfs; gw;wp Ngrpdhy; mbf;fb tpthjpf;fg;gLk; epfo;Tfs;;

nghJthf gfpug;gLk; jiyg;Gfs; (fl;Liufs;> tPbNah fpspg;Gfs; my;yJ

Gifg;glq;fs;); kw;Wk; nghJthf ghu;itapLk; tiyj;jsq;fs;.

,ijnahl;b> tpw;gidahsu;fs; jq;fs; nrhe;j re;ijg;gLj;jy; nraw;ghl;il

tbtikf;f ,e;j jftiyg; gad;gLj;jyhk;;. cjhuzkhf> mbf;fb

Fwpg;gplg;gLk; tiyj;jsq;fspy; gjhij tpsk;guq;fis thq;FtJ>

tpthjpf;fg;gLk; xU njhiyf;fhl;rp epfo;r;rpapy; tpsk;gu ,lj;ij thq;FtJ>

ngauplg;gl;l gpugyj;ij jq;fs; cw;gj;jp my;yJ gz;lf;Fwpf;F xg;Gjy; mspf;f

kw;Wk; gpw njhopy;fspy; gpw gz;lf;FwpfSld; gq;Flikfis cUthf;Fjy;

(me;j gz;lf;Fwpfs; ,yf;F kf;fs;njhifapy; gpugykhf cs;sd).

r%f Clfq;fs; kw;Wk; ,yf;F re;ijg;gLj;jy;

kpfTk; nghJthf> r%f Clf re;ijg;gLj;jy; epWtdq;fs; Ke;ija

guptu;j;jidfspypUe;J jq;fs; nrhe;j Kiwikfspy; Nrfupj;j juTfspd;

mbg;gilapy;> jq;fs; thbf;ifahsu;fs; kw;Wk; rhj;jpakhd

thbf;ifahsu;fisg; gw;wp gFg;gha;T nra;j juTfspd; mbg;gilapy;>

njhlu;Gila re;ijg;gLj;jg;gl;l nra;jpfis FWfpa tiuaWf;fg;gl;l re;ijg;

gpupTfSf;F ,yf;fhff; nfhs;s epWtdq;fSf;F cjTfpwJ. ,e;j tifahd

juT-,aq;Fk;> ,yf;F re;ijg;gLj;jy; ghuk;gupakhd ntF[d tpsk;guq;fis

(cjh: njhiyf;fhl;rp my;yJ nra;jpj;jhs;) tpl kpfTk; gaDs;sjhf ,Uf;Fk;>

Mdhy; mjpf nryT Fiwe;jjhf ,Uf;Fk;.

$Ljyhf> gy epWtdq;fs; Fwpg;gpl;l taJ> gpd;dzp> Gtpapay; ,Ug;gplk;>

fy;tp> murpay; ghu;itfs;> ghypdk;> Ke;ija nfhs;tdT tuyhW

Mfpatw;iwr; re;jpg;gtu;fis tbfl;Ltjd; %yk; jq;fs; cw;gj;jpfis thq;f

tha;g;Gs;sJ vd;W ek;Gk; jdpegu;fspd; jdpg;gl;l juTfSf;F ngupa njhifia

nrYj;j jahuhf cs;sd. ,yf;F re;ijg;gLj;jy; trjpf;fhf jdpg;gl;l juitj;

njhFj;J tpw;gid nra;tNj Kjd;ik nray;ghlhd epWtdq;fspd; ngupa

njhopy; ,g;NghJ cs;sJ.

Draft Version


CA Sri Lanka 5

fs Ma;T

Shake Shack

mnkupf;f Jupj czT epWtdkhd N\f; N\f; tzpfkhdJ> nkf;nlhdhy;l;

kw;Wk; gu;fu; fpq; Nghd;w Nghl;bahsu;fis tpl kpfr; rpwpajhf ,Ue;jhYk;>

mjd; tpw;gidia kpf ntw;wpfukhf mjpfupf;f mjd; r%f Clf ,Ug;igg;

gad;gLj;jpAs;sJ.

nkf;nlhdhy;l;]; kw;Wk; gu;fu; fpq; Nghd;w njhopw;Jiw epWtdq;fs; ghuk;gupa

Clfq;fspy; (njhiyf;fhl;rp my;yJ tpsk;gu gyiffs; Nghd;wit) mbf;fb

tpsk;guk; nra;ifapy;> N\f; \hf; mjw;F gjpyhf ,d;];lhfpuhk; kw;Wk; itd;

Nghd;w r%f Clf jsq;fs; %yk; ghu;itahsu;fis cUthf;Ftjpy; ftdk;

nrYj;jpAs;sJ - ,J ehl;bd; kf;fs; njhifapy; ,isQu;fspilNa mjpf

mstpy; gad;ghl;ilf; nfhz;Ls;sJ.

N\f; N\f;fpd; mZFKiw ey;y tpisitj; jUtjhfj; Njhd;WfpwJ>

Vnddpy; mjd; gz;lf;Fwp mnkupf;fhtpd; ,isa Jupj czT cz;gtu;fspd;

ey;nyz;zj;ij ntd;wJ kl;Lky;yhky;> ,J ,izatopapy; xU topghl;L

Kiwiag; gpd;gw;WfpwJ.

[dtup 2015 ,y; epWtdj;jpd; IgpX njhlu;ghd Nfhy;l;Nkd; rhr;]pd; xU

mwpf;if> N\f; N\f; mbg;gilapy; ghuk;gupa khu;f;nfl;bq; vJTk;

nra;atpy;iy> Mdhy; r%f Clfq;fspy; tYthd ,Ug;igf; nfhz;Ls;sJ>

,J Gj;jhapukhk; Mz;L re;jjpapdhpilNa mjd; nghUj;jj;ijg; NgRfpwJ

'(Gjpa kpy;Nydpaj;jpd; njhlf;fj;jpy; gpwe;j kf;fs;). 'itd; kw;Wk;

,d;];lhfpuhk; ,uz;ilAk; cjhuzq;fshfg; gad;gLj;Jtjhy;> mjd; fzpdp

tpw;gid gupe;Jiug;gij tpl mijg; gpd;njhlu;gtu;fs; kpf mjpfkhfth;."

mnkupf;fhtpy; 40 f;Fk; Fiwthd cztfq;fisf; nfhz;l N\f; N\f;if

tpl 300 klq;F mjpfkhd Jupj czit nkf;nlhdhy;L tpw;wpUe;jhYk; -

nkf;nlhdhy;bd; ,d;];lhfpuhk; njhlu;e;J 3 klq;F ngupaJ (155>000

gpd;njhlu;gtu;fSld; xg;gpLk;NghJ 500>000) vd;W Nfhy;l;Nkd; rhr;]pd;

mwpf;if Rl;bf;fhl;bAs;sJ.

NkYk;> N\f; \hf; r%f Clfq;fisg; gad;gLj;Jtjhy; mjd; re;ijg;gLj;jy;

eltbf;iffs; Fiwe;j nryitf; nfhz;bUf;fpd;wd> mNj Neuj;jpy;

kf;fs;njhifapy; kpfg;ngupa gpupthf khwtpUf;Fk; kf;fs;njhif FOit

(kpy;ypdpay;fs;) mila ,J cjTfpwJ.

jp th\pq;ld; Ngh];by; uhgu;Nlh/ngu;l;Nkd; vOjpa xU fl;Liuapd;

mbg;gilapy;: 'N\f; N\f;fpy; nkf;nlhdhy;L - kw;Wk; gpw Jupj czT

rq;fpypfs; - gPl;'> gpg;utup 25> 2015> www.washingtonpost.com

r%f Clf re;ijapDs; tzpf nrad;Kiwia tiuaWf;Fk; Kf;fpa $Wfs;

cs;sd. ,e;j $Wfis ‘Ie;J ikaj; J}z;fs;’ vd;W tptupf;fyhk;> NkYk;

mit gpd;tUkhW tptupf;fg;gLfpd;wd:

1. ftdpj;jy;: Neu; kw;Wk; vjpu;kiwahd nra;jpfs; kw;Wk; fUj;Jf;fis

‘ftdpf;f’ fz;fhzpg;G ,izatop tpthjj;ij epWtdq;fs; tsg;gLj;j

Ntz;Lk;. njhlu;Gila fUj;Jf;fisf; Nfl;gJ> epWtdj;ij cs;ehl;by;

my;yJ Gwtoq;fy; nra;a Ntz;Lk;> NkYk; jpwk;gl fz;fhzpf;f fUtpfs;

kw;Wk; mDgtKs;s rpwg;G epWtdq;fSf;F Gwtoq;fy; nra;ag;gLk;.

Draft Version


6 CA Sri Lanka

2. gFg;gha;T: epWtdq;fs; Neh;f;fzpa kw;Wk; vjpu;kiwahd ,izatop

fUj;Jfspd; Nghf;Ffs; my;yJ kPs;jpwd;fis milahsk; fhz Kw;gl

Ntz;Lk;> NkYk; ,e;j nra;jpfs; gpw Efu;Nthiu vt;thW ghjpf;fyhk;

vd;gijf; fUj;jpy; nfhs;s Ntz;Lk;. ,jpypUe;J> nghUj;jkhd jfty;

njhlu;ghly; gjpy; kw;Wk; xl;Lnkhj;j je;jpNuhghaj;jpw;fhd tpUg;gq;fis

tFf;f KbAk;.

3. <LghL: ftdkhf cUthf;fg;gl;l kw;Wk; ,yf;F itf;fg;gl;l njhlh;ghly;

je;jpNuhghaj;ij nraw;gLj;Jtjd; %yk; Neh;f;fzpa ,izatop nra;jpfis

tYg;gLj;JtJ my;yJ vjpu;kiw nra;jpfs; my;yJ fUj;Jf;fis vjpu;g;gJ

epWtdq;fs; Nehf;fkhf ,Uf;f Ntz;Lk;.

4. nry;thf;F: nra;jp epWtdq;fs;> epWtdj;jpd; nrhe;j gpd;njhlu;gtu;fs;

kw;Wk; gpw r%f Clf nry;thf;F nrYj;Jgtu;fspd; gjpy;fisg; ngUf;Ftjd;

%yKk;> mjd; jhf;fj;ij mjpfupg;gjw;fhd njhlh;ghly; je;jpNuhghaj;jpd;

%ykhfTk; epWtdq;fs; jhf;fj;ij Vw;gLj;j Ntz;Lk;.

5. mstpLjy; - epWtdq;fs; gpd;du; Neh;f;fzpa kw;Wk; vjpu;kiw

nra;jpfSf;Fk; fUj;Jf;fisAk; kPz;Lk; nrtpkLf;f Ntz;b ,Ug;gJld;>

jw;Nghija nra;jpapd; ,ay;G kw;Wk; kPs;jpwid Ke;ija gFg;gha;NthL xg;gpl

Ntz;Lk;. gjpy; kw;Wk; njhlh;ghly; je;jpNuhghak; ed;ik gaf;Fkh vd;gij

,J jPu;khdpf;Fk;.

r%f Clfj;jpd; Ie;J ikaj;J}z;fSNk xd;Wld; xd;W fPNo fhl;lg;gl;lJ

Nghy Xh; kPz;nlOk; Rw;Nwhl;lj;jpy; ,izf;fg;gl;litahFk;. ,jd; fUj;jhdJ>

ftdpj;jy; Xh; njhlh;r;rpahd nrad;KiwahFk;;.

%yhjhuk;: https://blog.rackspace.com/social-marketing-strategy

Draft Version


CA Sri Lanka 7

to brand content

Owned: Posts

Owned: Posts

Owned: Posts with CTAs

Owned: Customer interactions

Owned: Posts

Earned: Responses

Earned: Shared links

Earned: Interactions

Paid: Pormotions, Boosts

Paid: Boosted influencer posts

2.2 njhlh;ghlYf;fhd Kiwfs; re;ijg;gLj;jiy Nkw;nfhs;s> r%f Clfq;fisg; gad;gLj;JtJ ,U top

nrad;KiwahFk;. ghu;itahsu;fSld; njhlu;Gnfhs;tJ khj;jpuk; NghjhJ.

epWtdk; ,e;j Kiwia njhlu;G nfhs;sTk;> thbf;ifahsu;fs; kw;Wk;

vjph;fhy thbf;ifahsu;fsplkpUe;J fUj;Jf;fis Nrfupf;fTk; gFg;gha;T

nra;aTk; gad;gLj;j Ntz;Lk;.

r%f Clf re;ijg;gLj;jy; gw;wp Buffer.com tptupf;fpwJ: 'cq;fs;

gz;lf;Fwpia cUthf;f> tpw;gidia mjpfupf;f kw;Wk; tiyj;js nehpriy

,af;f cq;fs; ghu;itahsu;fSld; ,izf;Fk; tifapyhd r%f Clfj;

jsq;fspd; gad;ghL. ,J cq;fs; r%f Clf Ratptuq;fspy; rpwe;j

cs;slf;fj;ij ntspapLtJ> cq;fisg; gpd;njhlu;gtu;fisf; Nfl;gJ kw;Wk;

<LgLtJ> cq;fs; KbTfis gFg;gha;T nra;tJ kw;Wk; r%f Clf

tpsk;guq;fis ,af;FtJ Mfpatw;iw cs;slf;Fk;.

'cq;fs; Gdypd; mbg;gilapy;' r%f Clf ,yf;Ffisj; Nju;e;njLf;f

Ntz;Lk; vd;W SproutSocial.com gupe;Jiuf;fpwJ.

'ePq;fs; Gdypy; NkYk; fPNo ,wq;Fk;NghJ> cq;fs; thbf;ifahsu;fSf;F

cz;ikapy; gjpyspg;gJk; rpwe;j cwTfis cUthf;FtJk; kpf

Kf;fpakhdJ.”

Social Metrics Map

BUYER'S JOURNEY OBJECTIVE

SOCIAL MEDIA

SOCIAL ACTIVITY SOCIAL KPIs BUSINESS IMPACT

Caw

rearteness G

d

emne

arnadte

Dco

rniv

veersion

Dcu

eslitgohm

ters

Ie

nvsapnigrelism

S

E

T

xp

R

o

A

s

T

et

G

ar

Y

get audience

Dau

rdiv

ienecnega

wgiethm

bernatnodf

ctaorngtetnt M

broavned

toafrfger

ts

audience

to Mbr

oavned

toafrfger

ts

audience to

Activate customer influencers

com

Earned: Influencers engaged

Paid: Boosted Posts, targeted ads

Owned: Targeted ads with CTAs

Paid: Promoted customer content

Earned: Outreach to influencers

Icmos

ptr-pes

esri-

oimns

p,reesasciho

,n

#ty

op

fes

enogfaegne

gmag

enmts

e, nts

Lco

inskt-p

cleicr-

kcsl,ick

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Ec,ua

t

rsim

nto

e

emd

s,eqrtcya)re

E

reaarcnhe,dso

imci

pal

reUsGsi

Cons,

SOV, ToMA

Visitors/traffic (online or offline)

Cap

opnv

deorwsi

no

lnosa(dpsu, erc

tch)ases, leads,

Sentiment and satisfaction

Rpo

esfeitrirvaelsw, i

onrfdlu

oefnmce

oruatch

t,iNvi

PADVOCACY

ADOPTION

DECISION

CONSIDERATION

AWARENESS

%yhjhuk;: www.socialpilot.com.

Draft Version

http://www.socialpilot.com/


8 CA Sri Lanka

2.3 ,yj;jpudpay; Clfq;fisg; gad;gLj;jp thbf;ifahsu;fisg;

ngWtjw;fhd Kiwfs; gutyhd El;gq;fisg; gad;gLj;jp thbf;ifahsu;fisg; ngw ,yj;jpudpay;

Clfq;fs; gad;gLj;jg;glyhk;. ,it tpsk;guk; kw;Wk; nra;jpkly;fs; Nghd;w

ghuk;gupa ntF[d njhlh;ghly; KiwfspypUe;J> NjLnghwp gjpT Nghd;w

rpwg;G ,izatop gbtq;fs; %yk;> Kd;du; ,yf;F itf;fg;gl;l

jdpg;gadhf;fg;gl;l kpd;dQ;ry;fs; kw;Wk; tiyj;js nra;jpfs; Nghd;w

thbf;ifahsu;fSf;F cs;Eioe;j thbf;ifahsu;fSf;F khWgLk;.

ifafg;gLj;jy; milAk; El;gq;fspy; ghuk;gupa ,izatop ntF[d Clf

El;gq;fs; kw;Wk; rpwg;G ,izatop El;gq;fs; mlq;Fk;.

(a) NjLnghwp gjpT (Search engine registration) kw;Wk; Nfhg;gfq;fs;

gjpTnra;ag;gl;l jsq;fspy; cs;slf;fj;jpd; FwpaPl;il Kf;fpa nrhw;fshy;

Njlyhk;. jpwikahd tiyj;js tbtikg;G Njly; KbTfspy; xU toq;Fdiu

Nky; cau;j;j KbAk;.

(a) nra;jpf;FOf;fs; kw;Wk; kd;wq;fs; (Newsgroups and forums) epGzu;fspd; fUj;ijAk; gaDs;s cjtpfisAk; toq;Fk; Kiwrhuh

R+oypy; tzpfq;fs; jq;fs; rfhf;fs; kw;Wk; thbf;ifahsu;fSld;

njhlu;Gnfhs;tjw;fhd xU topahFk;.

(b) nra;jpkly;fs; (Newsletters) epWtdk;> Gjpa cw;gj;jpfs; my;yJ

Nritfs; kw;Wk; ,izajsj;jpy; ntspaplg;gl;l Gjpa jfty;fisg;

gw;wpa nra;jpfis mDg;g xU epWtdj;ij mDkjpf;fpd;wd.

(c) ,izg;G cUthf;fk; (Link building) kw;Wk; gq;Flik gpur;rhuq;fs; xU

tzpfj;jpw;F ngupJk; gadspf;Fk;> mjd; ,izatop ,Ug;ig fzprkhf

mjpfupf;Fk;. gu];gu ,izg;Gfs; ,uz;L js

cupikahsu;fSf;fpilNaahd ,izg;Gfspd; gupkhw;wk; MFk;. ,izg;G

fl;likg;gpd; tiffspy; fl;Liu kw;Wk; nra;jp ntspaPl;L xd;wpg;G>

kpd;dQ;ry; gpur;rhuq;fs; kw;Wk; milT rku;g;gpg;G Mfpait mlq;Fk;.

,izg;G tiyaikg;Gf;fs; gpw jsq;fspypUe;J Fwpg;gplg;gLk;

tpw;gidapy; juF nrYj;Jtij mbg;gilahff; nfhz;lit.

(d) gug;gy; re;ijg;gLj;jy; (Viral marketing) vd;gJ cw;gj;jpfs; my;yJ

Nritfisg; gw;wp xU ryryg;ig cUthf;FtjhFk;. gug;gy;

re;ijg;gLj;jy; tha; thu;j;ijia ek;gpAs;sJ my;yJ ,izatop

mu;j;jj;jpy;> ,izatop tpz;zg;gj;ij kw;wtu;fSld; gfpu;e;J nfhs;s

kf;fisg; ngWfpwJ. kw;wtu;fSf;F vspjhf mDg;gf;$ba

tiyg;gf;fq;fis toq;Ftjd; %yk; ,ij mila KbAk;.

tzpfq;fisg; nghWj;jtiu> gug;gy; re;ijg;gLj;jy; mtu;fspd;

nghUl;fs; my;yJ Nritfspd; ngWkjpia typAWj;jyhk;> rpwg;G

rYiffis Cf;Ftpf;fyhk; kw;Wk; tzpfj;jpy; my;yJ mjd; cw;gj;jpfs;

kw;Wk; Nritfspy; tha; thu;j;ijapd; %yk; Mu;tj;ij cUthf;f KbAk;.

(e) gjhij tpsk;guk; (Banner advertising) nra;jpj;jhs;fs; kw;Wk;

gj;jpupiffspy; fhzg;gLk; tpsk;guq;fisg; Nghd;wJ. tiyj;js

gf;fq;fspd; Nky; nghJthff; fhzg;gLk; tiufiyf; fPw;Wfs;

mitahFk;. gy epWtdq;fs; ,izg;G epuy;fs;> kpd;dQ;ry;fs; kw;Wk;

njhlu;Gila tiyj;jsq;fspy; gjhij tpsk;guj;ijg; gad;gLj;Jfpd;wd.

gjhijia itf;f ve;j Clfk; Nju;T nra;ag;gLfpwJ vd;gijg; nghWj;J>

mikg;G vz;zk;> iky;> nrhLf;fy; my;yJ nray; %yk; nrYj;j KbAk;.

Draft Version


CA Sri Lanka 9

(f) kpd;dQ;ry; re;ijg;gLj;jy; vd;gJ njhiyNgrp fz;Lgpbf;fg;gl;ljpypUe;J

kdpju;fs; njhlu;G nfhs;Sk; tpjj;jpy; kpfg;ngupa khw;wj;ij Fwpf;fpwJ.

2.3.1 r%f Clfk; kw;Wk; Nkk;gLj;jy;fs;

Gjpa thbf;ifahsu;fs; my;yJ Nrit ngWdh;fis xU epWtdj;jpw;F

<u;g;gjw;fhd js;Sgbfs; kpf Kf;fpakhd re;ijg;gLj;jy; fUtpahFk;> NkYk;

gy epWtdq;fs; ,g;NghJ rpwg;G rYiffs; kw;Wk; tpsk;gu FwpaPLfis

KfE}y; topahf tpepNahfpf;fpd;wd. ,jd; tpisthf> epWtdq;fs; jq;fs;

KfE}y; gf;fj;ij 'tpUk;Gk;” gadu;fSf;F js;Sgbia toq;Ffpd;wd.

Kf;fpakhf> tpsk;guf; FwpaPLfs; KfE}ypy; xU epWtdk; my;yJ

gz;lf;Fwpapd; gf;fj;ij 'tpUk;Gk;” egu;fSf;F kl;LNk toq;fg;gLfpd;wd.

,e;j topapy; tpsk;gu FwpaPLfisg; gad;gLj;Jtjd; %yk;> xU epWtdk; jdJ

KfE}y; urpfu;fspilNa tpRthrj;ij Cf;Ftpf;Fk; vd;W ek;gyhk;> Mdhy;

gadu;fs; jq;fs; FwpaPl;il rupghu;f;f ,e;j tptuq;fis toq;f Ntz;Lkhdhy;

mJ gw;wpa jfty;fisAk; (cjhuzkhf> kpd;dQ;ry; Kftup kw;Wk; taJ)

Nrfupf;f KbAk;. epWtdq;fs; gadupd; tiyaikg;gpw;fhd mZfiyg;

ngwyhk;> NkYk; r%f tiyg;gpd;dy; kw;Wk; 'ez;gu;' njhlu;G topahf NkYk;

mZfiy toq;Fk;.

,NjNghy;> epWtdq;fs; thbf;ifahsu;fis fPr;rfj;jpy; 'gpd;njhlu” Cf;Ftpf;fpd;wd> tTr;ru; FwpaPLfisAk; gpw rpwg;G rYiffs; Fwpj;j

GJg;gpg;GfisAk; ngWfpd;wd.

,Ug;gpDk;> r%f Clfq;fspd; kjpg;G> thbf;ifahsu;fSld; <LgLtjw;Fk;

mtu;fSld; cwTfis cUthf;Ftjw;Fk; epWtdq;fis mDkjpg;gjd;

%yNk tUfpwJ> ntWkNd mtu;fSf;F tpw;gid nra;tjpypUe;J my;y.

cjhuzk;

];lhu;gf;]; KfE}ypy; rYiffs; kw;Wk; ed;ikfspd; njhFg;Gld; urpfu;fSld;

njhlu;r;rpahd mbg;gilapy; njhlu;Gnfhs;fpwJ. mtw;wpy; rpytw;wpy; kl;LNk

tUtha; <l;Lfpd;wd. ];lhu;gf;]; KfE}y; gf;fk; mjd; rYiffis gz;lf;Fwp>

mjd; Nfhg;gpg; ghdj;jpd; tuyhW kw;Wk; ];lhu;gf;]; filfspd; tuyhW gw;wpa

fijfSld; xUq;fpizf;fpwJ. NkYk;> ];lhu;gf;]; KfE}y; gf;fk;

ez;gu;fSld; gf;fj;ij 'gfpu” kf;fis Cf;Ftpf;fpwJ. ,ijnahl;b> ,e;j

gfpu;T thbf;ifahsu;fspd; vz;zpf;ifia (kw;Wk; rhj;jpakhd

thbf;ifahsu;fis) Nru;g;gjd; %yk; ];lhu;gf;]; xU cwit cUthf;f

KbAk;.

nrg;lk;gu; 2019 f;Fs;> ];lhu;gf;]; KfE}ypy; 36 kpy;ypaDf;Fk; mjpfkhd

kf;fshy; tpUk;gg;gl;lJ kw;Wk; 11.3 kpy;ypaDf;Fk; mjpfkhd l;tpl;lu; gpd;

njhlu;gtu;fisf; nfhz;bUe;jJ.

2.4 r%f Clf re;ijg;gLj;jy; njhlu;ghd rhj;jpakhd

tiuaiwfs; kw;Wk; ,lh;fs; rkPgj;jpa Mz;Lfspy;> r%f Clfq;fspd; tsu;r;rpiag; gw;wp fzprkhd

fUj;Jf;fs; cs;sd. ,Ug;gpDk;> rpy tu;zidahsu;fs; r%f Clfq;fs;

cz;ikapy; thq;Fk; KbTfspy; Vw;gLj;Jk; jhf;fj;ijg; gw;wp vr;rupf;ifAld;

Draft Version


10 CA Sri Lanka

Nfl;Lf;nfhs;fpd;wd. Fwpg;ghf> r%f tiyg;gpd;dy; jsq;fspy; kf;fs;

gupkhwpf;nfhs;Sk; jfty;fisg; gw;wp Nfs;tpfs; vOg;gg;gLfpd;wd.

kf;fs; r%f Clfq;fis Kf;fpakhf r%fkakhf;f gad;gLj;Jfpwhu;fs;>

nghUl;fs; my;yJ Nritfis thq;Ftjw;fhf my;y. ,jd; tpisthf>

gupkhwpf;nfhs;sg;gLk; ngUk;ghyhd jfty;fs; tzpfuPjpahdit my;y> vdNt

tzpfq;fSf;F ,q;F kl;Lg;gLj;jg;gl;l ngWkjpNa ,Uf;fyhk;.

njspthf> kf;fs; jq;fs; fUj;Jf;fs; kw;Wk; r%f tho;f;ifiag; gw;wpa

ciuahly;fs; kw;Wk; cw;gj;jpfs;> Nritfs; kw;Wk; gz;lf;Fwpfs; gw;wpa

ciuahly;fSf;F ,ilapy; xd;Wld; xd;W NtWghLfs; cs;sd. ,e;j

tifapy;> thbf;ifahsu;fs; jq;fs; gz;lf; Fwpfisg; gw;wp vd;d

nrhy;fpwhu;fs; vd;gij 'Nfl;f” r%f tiyg;gpd;dy; jsq;fs; xU rpwe;j

topahf ,Uf;fyhk;.

,NjNghy;> tiyaikg;ghf;fk;> cwTfis cUthf;Fjy; kw;Wk;

thbf;ifahsu;fSlDk; tha;g;GfSlDk; <LgLtjw;F r%f Clfq;fs; kpfTk;

gaDs;sjhf ,Uf;Fk;. ,Ug;gpDk;> r%f Clfq;fs; %yk; cUthf;fg;gl;l

cz;ikahd thbf;ifahsu; nrytpdk; ,Jtiu xg;gPl;lstpy; FiwthfNt

cs;sJ> NkYk; thbf;ifahsu;fspd; thq;Fk; KbTfspy; nry;thf;F

nrYj;Jtjw;F gpw re;ijg;gLj;jy; Clfq;fs; kpfTk; nghUj;jkhdjhfTk;

rf;jptha;e;jjhfTk; ,Uf;fyhk;.

cjhuzkhf> gy gz;lf;Fwpfs; mjpf vz;zpf;ifapyhd KfE}y; urpfu;fs;

my;yJ 'tpUg;gq;fis” ngUikg;gLj;Jfpd;wd. Mdhy; ,e;j 'tpUg;gq;fs;” cz;ikapy; xU gz;lf;Fwpf;F vd;d ed;ikfisj; jUfpd;wd vd;W Nfl;gjpy;

re;ijg;gLj;jy; ,af;Feu;fs; epahag;gLj;jg;glyhk;. KfE}ypy; xU

gz;lf;Fwpia 'tpUk;GtJ” ahNuh me;j gz;lf;Fwpia thq;fg; Nghfpwhu;fs;

vd;W mu;j;jky;y.

epWtdq;fs; / gz;lf;FwpaPLfSf;F rhj;jpakhd mr;RWj;jy; - r%f Clfq;fs;

thbf;ifahsu;fSf;F nra;jpfis mDg;g my;yJ gfpu;e;J nfhs;s

mDkjpf;fpd;wd> mit epWtdq;fs; cz;ikapy; mDg;g tpUk;Gk; nra;jpfshf

,Uf;ff;$lhJ (cjhuzkhf> xU tpUe;jpdu; xU cztfj;jpy; jpUg;jpaw;w

czit cl;nfhz;bUe;jhy;> my;yJ jq;fTk; xU N`hl;lypy;> bupg; ml;itru;

Nghd;w kWMa;T jsq;fspy; ,ij mtu;fs; tpsk;gug;gLj;jyhk;).

mNjNghy;> r%f tiyg;gpd;dy;fSf;F ,ilapyhd ciuahly;fs; xU

epWtdj;jpd; rpwe;j eyd;fSf;fhf ,Uf;fhJ. cjhuzkhf> gy KfE}y;

FOf;fs; mikg;Gfisg; gw;wp Gfhu; nra;a mikf;fg;gl;Ls;sd.

,e;j topapy;> ,izak; kw;Wk; r%f Clfq;fs; re;ijg;gLj;jy; nraw;ghl;by;

Efu;Nthupd; gq;if ntWkNd mjpfupf;ftpy;iy> re;ijg;gLj;jy;

nrad;Kiwapd; kPJ Efu;Nthupd; rf;jpia mjpfupg;gijAk; mtu;fs; fhzyhk;

- NkYk; me;j nrad;Kiwia fl;Lg;gLj;Jk; xU epWtdj;jpd; jpwid

rPu;Fiyf;fpwJ.

Draft Version


CA Sri Lanka 11

r%f Clf ,lh;fs;

r%f Clfq;fisg; gad;gLj;Jtjhy; ehd;F Kf;fpa ,lh;fis mwpf;if

milahsk; fhl;LfpwJ:

1. gz;lf;Fwp ew;ngaUf;F Nrjk;

2. jdpAupk kw;Wk; ufrpa jfty;fis ntspapLjy;

3. $l;Ltzpf milahs jpUl;L

4. rl;l> xOq;FKiw kw;Wk; ,zf;f kPwy;fs;

'fzf;nfLf;fg;gl;l epu;thfpfspy; fpl;lj;jl;l Kf;fhy;thrp (71%) Ngu; r%f

Clfq;fisg; gad;gLj;Jtjpy; Vw;glf;$ba mghaq;fs; Fwpj;J mf;fiw

nfhz;bUe;jdu;> Mdhy; mghaq;fisj; jzpf;fyhk; my;yJ jtpu;f;fyhk; vd;W

ek;Gfpwhu;fs;'.

jq;fs; r%f Clf jfty; njhlu;Gfis jpwk;gl epu;tfpf;fj; jtwpa

epWtdq;fspd; rpy cjhuzq;fis ,e;j mwpf;if cjhuzk; jUfpwJ> ,jpy;

gpd;tUgit r%f Clf mghaq;fs; gpd;tUgit Gap kw;Wk; Netflix cl;gl:

Gap – 2012 ,y;> rhz;b R+whtsp mnkupf;fhtpd; rpy gFjpfis jhf;fp

fLikahd Nguopit Vw;gLj;jpaJ. rpy;yiw tpw;gidahsu; fg; l;tpl;lu;

topahf xU l;tPl;il ntspapl;lhu;> ,J thbf;ifahsu;fSf;F 'ghJfhg;ghf

,Uf;fTk;> xUNtis Gap.com' ,y; nfhs;tdT nra;aTk;” vd mwpTWj;jpaJ.

Gap rpwpJ Neuj;jpy; kd;dpg;G Nfl;L nra;jpia ePf;fpaJ.

Netflix – epWtdj;jpd; jiyik epu;thf mjpfhup uPl; N`];bq;]; KfE}ypy;

jfty;fis ntspapl;l gpd;du;> mjd; gq;F tpiy cau;e;jikiaj; njhlh;e;J>

mnkupf;f gj;jpuq;fs; kw;Wk; guptu;j;jid Mizak; (v];.,.rp) 2012 ,y;

nel;/gpf;]; Fwpj;J tprhuiz elj;jpaJ.

Reed Hastings ,d; ,Liffs; r%f Clf njhlu;Gfs; kw;Wk; mjDld;

njhlu;Gila mghaq;fs; Fwpj;J xU Rthu];akhd rpf;fiy vOg;gpd.

tzpfq;fs; vt;thW njhlu;G nfhs;fpd;wd vd;gjpy; r%f Clfq;fs; ngUfpa

gq;if tfpf;fj; njhlq;Fifapy;> jdpg;gl;l fUj;Jf;fis ntspg;gLj;Jk;

jdpg;gl;l nra;jpfs; cj;jpNahfG+u;t $l;Ltzpfj; jfty; njhlu;Gfshf

fUjg;gLtjpy;iy vd;gij cWjpg;gLj;Jtjw;F> mtw;iwf; ftdkhf guprPypf;f

Ntz;Lk;.

fs Ma;T

r%f Clfq;fspypUe;jhd rhj;jpakhd ,lh;fs;

nrg;lk;gu; 2013 ,y;> fzf;fpay; epWtdkhd fpuhz;l; Njhu;d;ld; 'r%f Clf

,lh;fs; kw;Wk; ntFkjpfs;" vd;w jiyg;gpy; xU mwpf;ifia ntspapl;lJ.

ngupa epWtdq;fshy; r%f Clfq;fspd; mjpfupj;JtUk; gad;ghL kw;Wk;

mj;jifa jfty;njhlu;G nfhz;L tUk; Gjpa tif mghaq;fis ,e;j

mwpf;if Muha;e;jJ. ngUtzpfq;fspilNa r%f Clfq;fspd; tsu;e;J tUk;

Kf;fpaj;Jtk; mwpf;ifapd; fz;Lgpbg;GfspypUe;J njspthfpwJ:

• fzf;nfLg;Gf;F gjpyspj;j epu;thfpfspy; ghjpf;Fk; Nkw;gl;ltu;fs; (55%)

r%f Clfq;fs; ngUepWtd re;ijg;gLj;jy; Kaw;rpfspy; xU Kf;fpa

mq;fkhf ,Uf;Fk; vd;W fUJfpd;wdu;.

• gjpyspj;jtu;fspy; %d;wpy; ,uz;L gq;F (66%) Ngu; mLj;j 12 khjq;fspy;

jq;fs; epWtdj;jpd; r%f Clfq;fspd; gad;ghL rw;W my;yJ fzprkhf

mjpfupf;Fk; vd;W vjpu;ghu;f;fpwhu;fs;.

Draft Version


12 CA Sri Lanka

epWtd Copau;fshy; toq;fg;gl;l jdpg;gl;l nra;jpfSk; ,jpy; mlq;Fk;> mit

mjpfhug;G+u;t epWtd njhlh;ghly;fshf jtwhf fUjg;glyhk;. epWtg;gl;l r%f

Clf nry;thf;F nrYj;Jgtu;fs; jq;fs; cw;gj;jpfisg; gw;wp vjpu;kiwahd

topapy; NgRtjpy;iy vd;gJk; epWtdq;fs; Mu;tkhf cs;sd> ,jd; nghUs;

rpy r%f Clf nry;thf;F nrYj;Jgtu;fSf;F jq;fs; cw;gj;jpfSf;F xg;Gjy;

mspf;f Ntz;Lk; vd;gjhFk;.

gp.vk;.lgps;A+> Mg;gps; kw;Wk; b[pNahu;Ndhtpd; jtWfs; cl;gl> r%f Clf

njhlh;ghly;fis jpwk;gl epu;tfpf;fj; jtwpa epWtdq;fspd; cjhuzk;fisAk;

vfdhkp];l; gj;jpupif (2015 gp) cjhuzk; jUfpwJ.

fs Ma;T

gp.vk;.lgps;A+

2015 Mk; Mz;by; rPdhtpy; fhu; jahupg;ghsuhd gp.vk;.lgps;A+ jdJ

thfdq;fis xt;nthU khjKk; 550 kpy;ypad; gadu;fisf; nfhz;l xU

jdpg;gl;l nra;jp mul;ilj; jskhd WeChat ,y; tpsk;gug;gLj;j Kad;wJ.

epWtdk; mjd; tpsk;guq;fs; gp.vk;.lgps;A+ Nghd;w tpiyAau;e;j fhiu

toq;Ftjpy; ty;yit vd;gijf; Fwpf;Fk; gadu; Ratptuq;fspy; kl;LNk

Fwpitj;jJ. gpw tPr;rl; gadu;fs; jpwd;Ngrpfs; Nghd;w kypthd

nghUl;fSf;fhd tpsk;guq;fisNa ngw;wdh;> ,J gpvk;lgps;A+ nra;jpiag;

ngwhtpl;lhy; xU Fw;w czh;it Vw;gLj;jpaJ. jp vfdhkp];l; gj;jpupif (2015

gp) Fwpg;gpl;Ls;sgb> 'gpur;rhuk; xU rpy <Nfhf;fis eRf;fpaJ. gp.vk;.lgps;A+

tpsk;guk; fhl;lg;glhju;fspy; rpyu; jq;fis ilNah (mope;J nry;Yk; ,dk;

my;yJ Njhy;tpAw;wtu;fs;” vd;W Fwpg;gplg;gLfpwhu;fs;> vd;W Gfhu; $wpdu;.

mg;gps;

2013 Mk; Mz;by; Mg;gps; l;tpl;lu; topahf rkPgj;jpa INghid ntspapl;lJ>

,J jq;fk; cs;spl;l gy;NtW tz;zq;fspy; thq;fg;glyhk;. mjw;F

gjpyspf;Fk; tpjkhf> nld;dp]; epWtdj;jpd; l;tpl;lu; fzf;F topahf xU

nra;jpia ntspapl;lJ> mjpy; jkJ epWtdj;jpd; mg;gk; 'Vw;fdNt jq;fj;jpy;

fpilf;fpwJ” vd;w glj;ij cs;slf;fpaJ> ,J Mg;gpspd; Ke;ija nra;jpia

Nfyp nra;tJk; Fiwkjpg;gpw;F cl;gLj;JtJk; MFk;. (jp vfdhkp];l; ,jo;>

2015 gp).

DiGiorno

nrg;lk;gu; 2014 ,y;> ciwe;j gP];]h jahupg;ghsuhd b[pNahu;Ndh> cs;ehl;L

J\;gpuNahfj;ij ntspr;rk; Nghl;Lf; nfhz;l gpd;du; l;tpl;lu; topahf mjd;

Mjuthsu;fsplk; kd;dpg;G Nfl;f Ntz;ba fl;lhak; Vw;gl;lJ. '#WhyIStayed” vd;w N`\;Nlf;fpd; gpugyj;ijg; gw;wp epWtdk; njupe;Jnfhz;L> N`\;Nlf;fpd;

R+oiy tprhupf;fhky; E}ypy; xU fUj;ijr; Nru;j;jJ. jdpg;gl;l cwTfspy;

cly; kw;Wk; czu;r;rp uPjpahd J\;gpuNahfk; vd;w jiyg;gpy; kf;fs; tpthjpf;f

,e;j N`\;Nlf; mikf;fg;gl;bUe;jJ. b[pNahu;Ndh '#WhyIStayed you had pizza” vd;W l;tPl; nra;Js;shu;> ,J rpf;fiy mw;gkhf;fpaJ. Mr;rupag;glj;jf;f

tifapy; ,J Efu;Nthu; kj;jpapy; ngUk; kd cisr;riy cUthf;fpaJ. (jp

vfdhkp];l; ,jo;> 2015

).

Draft Version


CA Sri Lanka 13

3 r%f Clf mbj;jsj;jpd; fl;likg;G Mf;ff; $Wfs;

3.1 r%f Clfj; jsq;fs; vd;Nghh; ahu;? gytpjkhd r%f Clf '[hk;gthd;fs;” cs;sd> midj;Jk; ntt;NtW

Nritfis toq;Ffpd;wd> mtw;wpy; rpy fhl;rpfs;> glq;fs; kw;Wk;

xspg;glq;fspy; ftdk; nrYj;Jfpd;wd> kw;wtu;fs; tpiuthf toq;ff;$ba

ciu mbg;gilapyhd nra;jpia toq;Ffpd;wd.

cq;fs; tzpfj;Jf;fhd rhpahd r%f Clfj;ijj; njhpT nra;jy;

%yhjhuk;: www.socialpilot.com

rupahd nra;jpia rupahd gadu; jsj;jpw;F toq;f KbAk; vd;gij

cWjpg;gLj;j epWtd mikg;G mtu;fspd; r%fj; je;jpNuhghaj;jpw;fhd rupahd

jsq;fisj; Nju;e;njLg;gJ Kf;fpakhdjhFk;;. r%f Clfq;fspd; xt;nthU

gFjpapYk; cs;slf;fj;ij epu;tfpf;f Kaw;rpg;gij tpl> ,yf;F

ghu;itahsu;fSld; ,izAk; xd;W my;yJ ,uz;L jsq;fisj;

Nju;e;njLg;gJ ngUk;ghYk; ey;yJ. ,J mikg;gpd; je;jpNuhghaj;jpd; xU

gFjpahFk;.

nra;jp> Nahrid my;yJ jahupg;G> mjhtJ Gifg;glq;fs;> tPbNah my;yJ

fijj; jsj;Jf;F ve;j tifahd jfty; njhlu;G kpfTk; nghUj;jkhdJ

vd;gij jPu;khdpg;gJ mLj;j fl;lkhFk;.

,d;];lhfpuhk; kw;Wk; A+bA+g; Nghd;w jsq;fs; glq;fs; kw;Wk; tPbNahit

toq;Ftij toq;Ffpd;wd> Mdhy; xg;gpLifapy; ypq;f;l;,d; kw;Wk; Ng];Gf;

mjpf gf;f ce;Jjy; kw;Wk; Ratptu cs;slf;fj;ij toq;Ffpd;wd. FWfpa>

$u;ikahd nra;jpfis toq;f tpUk;Gk; me;j mikg;GfSf;F> l;tpl;lu; ,ij

toq;FfpwJ.

ngwg;gl;l juT my;yJ jfty;fis tzpfj;jpw;F ed;ik mspf;f gad;gLj;j

KbAk; vd;gij cWjpg;gLj;j r%f Clf jsj;jpd; juT mfo;T kw;Wk;

gFg;gha;T jpwd;fis epWtdk; kjpg;gha;T nra;tJ Kf;fpakhdjhFk;.

r%f Clf je;jpNuhghaj;ij KOikahf cUthf;f xU epWtdj;ij

nraw;gLj;j> mtu;fs; fpilf;ff;$ba r%fj; jsq;fis Gupe;J nfhs;s

Ntz;Lk;> NkYk; xt;nthd;wpd; jpwd;fisAk; jPu;khdpf;f Ntz;Lk;.

Draft Version

http://www.socialpilot.com/


14 CA Sri Lanka

,Wjpahf> jsj;jpy; mjd; gadu; ngaUldhd njhlu;ig vt;thW epu;tfpf;fg;

NghfpwJ vd;gij epWtdk; jPu;khdpf;f Ntz;Lk;> cjhuzkhf> Neuk;> kPbwd;>

msT Nghd;wit.

4 r%ftiyj;js gFg;gha;T

4.1 nfhs;tdthsh; elj;ijapyhd NtWghL Njitapd; jd;ikiag; nghWj;J> nfhs;tdT nra;tjpy; cs;s nrad;Kiwfs;

rpf;fyhdjhfNth my;yJ xg;gPl;lstpy; vspikahfNth ,Uf;fyhk;.

tzpfj;jpw;Fk; Efu;Nthu; nfhs;tdTfSf;Fk; ,ilapy; kpfg; ngupa NtWghL

cs;sJ. ,izatop thq;Fgtupd; elj;ij ,izatop R+oypd; rpwg;G

epge;jidfshy; rpf;fyhdjhf;fg;gLk;.

,izatop Efu;Nthu; thq;Fgtu;fspd; gpupT nghJthd ,izatop nray;ghL

kw;Wk; fhl;lg;gLk; ek;gpf;if kw;Wk; jpwdpd; msit mbg;gilahff;

nfhz;ljhFk;.

xU thbf;ifahsu; my;yJ thq;Fgtu; Vd; thq;Ffpwhu; vd;gijg;

Gupe;Jnfhs;tJ re;ijg;gLj;jy; nrad;Kiwapd; xU Kf;fpa gFjpahFk;.

mj;jifa Gupjy; ,y;yhky;> tzpfq;fs; thbf;ifahsupd; NjitfSf;Fk;

tpUg;gq;fSf;Fk; gjpyspg;gJ fbdkhdjhFk;.

Nfhl;yu; kw;Wk; Mk;];l;uhq; (2010) thbf;ifahsu;fs; ve;jnthU thq;fypYk;

Ie;J fl;l KbntLf;Fk; nrad;Kiwia Nkw;nfhs;s Ntz;Lk; vd;W

gupe;Jiuf;fpd;wdu;. ,J fPNo cs;s tiuglj;jpy; fhl;lg;gl;Ls;sJ:

Ie;J fl;l jPh;khdk; Nkw;nfhs;sy; nrad;Kiw

r%f tiyg;gpd;dy; vd;gJ jdpikapy; gad;gLj;jf;$ba xU fUtp my;y.

r%f tiyg;gpd;dypd; tzpf jpwid KOikahfg; gad;gLj;j> epWtdq;fs;

xU ,zf;fkhd je;jpNuhghaj;ij cUthf;fp> r%f tiyg;gpd;diy kw;w

tzpf nray;ghLfspy; kjpg;gPL nra;J xUq;fpizf;f Ntz;Lk;.

Draft Version


CA Sri Lanka 15

xt;nthU nfhs;tdtpd; NghJk; thbf;ifahsu;fs; vy;yh epiyfisAk; fle;J

nry;tij ,e;j khjpup Fwpf;fpwJ. ,Ug;gpDk;> tof;fkhd nfhs;tdTfspy;>

thbf;ifahsu;fs; ngUk;ghYk; rpy fl;lq;fisj; jtpu;f;fpwhu;fs; my;yJ

jiyfPohf khw;Wfpwhu;fs;. Nfhl;yu; kw;Wk; Mk;];l;uhq;fpd; (2010) Ie;J-epiy-

KbntLf;Fk; nrad;Kiwapd; Kf;fpa mk;rq;fs; gpd;tUkhW fUjg;gLfpd;wd:

fl;lk; 1 nfhs;tdT nrad;Kiw Njit mq;fPfhuj;Jld; njhlq;FfpwJ:

cjhuzkhf> 'vdf;Fg; grp”> “vq;fSf;F xU Gjpa Nrhgh Njit”> “vdf;F xU jiytyp ,Uf;fpwJ”> my;yJ re;ijg;gLj;jy;

J}z;LjYf;F gjpyspf;fpwJ> cjhuzkhf> xU cztfj;ij fle;J

nry;Yk;NghJ kw;Wk; thridahy; <u;f;fg;gLk;NghJ.

fl;lk; 2 thbf;ifahsu; vt;tsT jfty; (VNjDk; ,Ue;jhy;) Njit vd;gij

jPu;khdpf;f Ntz;Lk;. Njit tYthf ,Ue;jhy;> Njitia iff;F

mUfpy; G+u;j;jp nra;Ak; xU cw;gj;jp my;yJ Nrit ,Ue;jhy;> gpd;du;

xU nfhs;tdT KbT vLf;fg;glyhk;. ,y;iynad;why;> jfty;

Njlypd; nrad;Kiw njhlq;FfpwJ. xU thbf;ifahsu; jdpg;gl;l>

tzpf> nghJ kw;Wk; mDgt %yq;fspypUe;J jfty;fisg; ngwyhk;.

fl;lk; 3 kjpg;gPl;L fl;lj;jpy;> thbf;ifahsu; khw;W gz;lf;Fwpfs;> cw;gj;jpfs;

kw;Wk; NritfSf;F ,ilNa Nju;T nra;a Ntz;Lk;. xU

nfhs;tdT 'kpfTk; njhlh;Ggl;ljhf” ,Uf;Fk; ,lj;jpy;

thbf;ifahsu; tpupthd kjpg;gPl;il Nkw;nfhs;s tha;g;Gs;sJ.

fl;lk; 4 nfhs;tdT KbT vLf;fg;gLfpwJ.

fl;lk; 5 Kbtpd; gpe;ija nfhs;tdT kjpg;gPL MFk;. nfhs;tdT Kbit

vLj;j gpwF thbf;ifahsu;fs; ftiyfis mDgtpg;gJ

nghJthdJ. ,J mwpthw;wy; xj;jpirT vdg;gLk; epfo;tpypUe;J

vOfpwJ. thbf;ifahsu; ,uz;L ek;gfkhd %yq;fspypUe;J

NtWgl;l jfty;fisg; ngWk;NghJ Fog;gk; kw;Wk; cWjpaw;w jd;ik

Mfpatw;iw mDgtpf;Fk; NghJ ,J epfo;fpwJ. thbf;ifahsu;> xU

nghUis thq;fpa gpd;du;> xU khw;W tpUk;gj;jf;fjhf ,Ue;jpUf;Fk;

vd;W czuyhk;. ,e;j R+o;epiyfspy;> me;j thbf;ifahsu;

cldbahf kW nfhs;tdT nra;a khl;lhu;> NkYk; mLj;j Kiw

gz;lf; Fwpfis khw;w tha;g;Gs;sJ.

4.2 nfhs;tdT elj;ijapd; tiffs; Nfhl;yu; kw;Wk; Mk;];l;uhq; (2010) Fwpg;gpLifapy;> thq;f Ntz;ba cw;gj;jp

tifapd; mbg;gilapy; ehd;F tof;fkhd nfhs;tdT elj;ij cs;sJ.

(a) jdpegu; mjpf kjpg;Gs;s gz;lf;Fwpia thq;Fk;NghJ> nfhs;tdT

nra;tjw;F Kd;G epiwa jfty;fisj; NjLk;NghJ rpf;fyhd nfhs;tdT

elj;ij Vw;gLfpwJ.

(b) xU nra;jpj;jhs; Nghd;w gof;ftof;fj;jpypUe;J xU nghUis jdpegu;

thq;Fk;NghJ gof;fkhd nfhs;tdT elj;ij Vw;gLfpwJ.

(c) jdpegu; nfhs;tdT nra;a tpUk;GtJk;> ntt;NtW cw;gj;jpfSld;

gupNrhjid nra;tJk; gy;NtW tifahd nfhs;tdT elj;ijia

Vw;gLj;JfpwJ.

(d) thq;Fgtu;fs; cw;gj;jpia thq;Ftjpy; mjpf <LghL nfhz;bUf;Fk;

NghJ nfhs;tdT elj;ij Fiwf;Fk; jd;ik Vw;gLfpwJ> Vnddpy;

Draft Version


16 CA Sri Lanka

nfhs;tdT tpiy$bajhf my;yJ kPz;nlOk; jd;ik Fiwthf

cs;sJ. jw;NghJs;s gz;lf; FwpfSf;F ,ilNa rpwpa tpj;jpahrk;

cs;sJ. jw;NghJs;s itu gz;lf;Fwp cw;gj;jpahsu;fspilNa rpwpa

tpj;jpahrk; ,Ug;gjhf czug;gLtjhy;> xU itu Nkhjpuj;ij thq;FtJ

xU cjhuzk; MFk;.

4.3 tzpf kw;Wk; Efu;Nthu; re;ijfs; nfhl;yu; kw;Wk; Mk;];l;uhq; (2010) B2B kw;Wk; B2C re;ijfSf;F ,ilapy;

thq;Fgtupd; elj;ijapy; gy Kf;fpa NtWghLfis vLj;Jf;fhl;Lfpd;wdh;.

NtWghLfs; B2B B2C re;ij mikg;G Fiwthd

nfhs;tdthsh;fs;

Mdhy; ghupa

nfhs;tdT

Nfs;tp ngUk;ghYk;

Efu;Nthu;

NjitapypUe;J

ngwg;gLfpwJ> c-k;: fhu;

njhopw;Jiw cUf;fpid

thq;FfpwJ> Vnddpy;

Efu;Nthu; fhu;fis

thq;Ffpwhu;fs;.

rpwpa nfhs;tdit Nkw;nfhs;Sk; gy nfhs;tdthsh;fs;

nfhs;tdT myfpd; ,ay;G

nfhs;tdT myF

NtWgLfpwJ - mjpf

gFj;jwpT mZFKiw>

mjpfkhd kf;fs; ,jpy;

<Lgl;Ls;sdu;.

jdpegu;fs; my;yJ FLk;gq;fs;

nfhs;tdT tif Fwpg;gpl;l tzpfj;

Njitfisg; G+u;j;jp

nra;a jahupg;Gfis

thq;fTk; -

jdpg;gadhf;fg;gl;l

jahupg;G njhFg;G

Ntz;Lk;.

nghUshjhu ed;ikfis typAWj;Jk;

jdpg;gl;l my;yJ

FLk;gj; Njitfisg;

G+u;j;jp nra;tjw;fhd

cw;gj;jpfspd;

nfhs;tdT

,ilepiyahsu;fsplk;

,Ue;J nfhs;tdT

nfhs;tdTj; jPh;khd tif

tzpf nfhs;Kjy;

Kiwahd> ePz;l

nfhs;Kjy;

nfhs;iffSld; kpfTk;

rpf;fyhd KbntLf;Fk;

nray;Kiwia

cs;slf;fpaJ.

ce;Jtpir my;yJ

Fiwe;jgl;r

nray;KiwfSldhd

nfhs;tdT

Draft Version


CA Sri Lanka 17

njhlu;ghly; NtWghLfs;

jw;NghJs;s

thbf;ifahsu;fis

Neubahf njhlu;G

nfhs;syhk;.

thbf;ifahsu;fis

Mjupg;gjw;Fk;

tpRthrj;ij

Cf;Ftpg;gjw;Fk; jfty;

tiyapy;

itf;fg;gl;Ls;sJ.

tiyj;js cs;slf;fk;

gadu;fs;> nry;thf;F

nrYj;Jgtu;fs; kw;Wk;

jPu;khdpg;gtu;fspd;

NjitfSf;F Vw;g

tbtikf;fg;gl

Ntz;Lk;.

tiyj;jsj;ij

tpsk;gug;gLj;JtJ>

gjhij> tpsk;guq;fs;

kw;Wk; NjLnghwpfs;

Nghd;w Kiwfisg;

gad;gLj;JfpwJ

4.4 ,izatop r%fk; ,izatop r%fk; vd;gJ gytop ,izatop R+oyhFk;> mq;F cWg;gpdu;fs;

xUtUf;nfhUtu; cs;slf;fj;ij gq;fspf;fTk; njhlu;G nfhs;sTk;

Cf;Ftpf;fg;gLfpd;wdu;.

ClhLk; ed;ikfs;

(a) tzpf tiyj;jsq;fSf;Fs;> r%f cWg;gpdu;fs; midj;J gadu;fspy;

%d;wpy; xU gq;iff; nfhz;Ls;sdu; vd;gJ nghJthf

re;ijg;gLj;Jgtu;fshy; Vw;Wf;nfhs;sg;gLfpwJ> Mdhy; midj;J

gupkhw;wq;fspYk; %d;wpy; ,uz;L gFjpapdh; gq;Fgw;Wfpd;wdh;. ,-

re;ijg;gLj;jypy; r%fq;fspd; Kf;fpaj;Jtj;ij ,J ep&gpf;fpwJ.

(b) nrayw;w Rtnuhl;bfs; nrayw;w gadu;fisf; fhl;bYk; xU

tiyj;jsj;jpw;F xd;gJ tUif jUfpd;wd.

(c) nraypy; cs;s cWg;gpdu;fs; kw;w vy;yh gadu;fisAk; tpl xU

jsj;jpw;F ,U klq;F tpRthrKs;stu;fs;.

tsUk; Nahridfs; - NkYk;> tiy gadu;fis fUj;Jf;fis toq;fTk;

fUj;Jf;fisg; gfpuTk; mDkjpg;gjd; %yk;> tiy 2.0 xU khjpupia

Cf;Ftpf;fpwJ> mjpy; xU epWtdj;jpw;F ntspNa cs;stu;fs; me;j

epWtdj;jpd; je;jpNuhghaj;jpy; jhf;fj;ij Vw;gLj;jyhk;.

,e;j topapy;> ,izak; xU Muha;r;rp fUtpahf khWfpwJ> mq;F epWtdq;fs;

cw;gj;jpfs; kw;Wk; Nritfisg; gw;wpa thbf;ifahsu;fspd; fUj;Jfisg; gw;wp

mwpayhk;. Nahrid cUthf;fk; kw;Wk; je;jpNuhgha KbntLg;gij topelj;j

gy;NtW egu;fsplkpUe;J fUj;Jf;fis xUq;fpizf;f tiy 2.0 tzpfq;fis

mDkjpf;fpwJ.

,jd; tpisthf> thbf;ifahsu; tiyaikg;Gf;fs; kw;Wk; r%fj; njhlu;G

Mfpait re;ijg;gLj;jypy; kpfTk; Kf;fpakhditahFk;.

Baxter (n.d.) Ie;J tifahd r%fj;jpd; ,Ug;ig gpd;tUkhW cjhuzk;

jUfpwJ:

Draft Version


18 CA Sri Lanka

eilKiwrhh; rKjhaq;fs; cWg;gpdu;fs; xU njhopy; my;yJ njhopiyg; gfpu;e;J nfhs;fpwhu;fs;> mjhtJ fzf;fhsu;fs;

R+o;epiythh; rKjhaq;fs; cWg;gpdu;fs; jdpg;gl;l R+o;epiyiag; gfpu;e;J nfhs;fpwhu;fs;> mjhtJ Gjpa gl;ljhup Ntiy NjLgtu;fs;

Nehf;fk;rhh; rKjhaq;fs; cWg;gpdu;fs; nghJthd Nehf;fj;ijg; gfpu;e;J nfhs;fpwhu;fs;> mjhtJ fhyepiy khw;wk;

Mu;tk;rhh; rKjhaq;fs; cWg;gpdu;fs; xU nghOJNghf;F my;yJ Mu;tj;ij mjhtJ Nkhl;lhu; irf;fps;fisg; gfpu;e;J nfhs;fpwhu;fs;

Gtpapay;rhh; rKjhaq;fs; cWg;gpdu;fs; mNj gFjpapy; mjhtJ epA+ahu;f;fpy; tho;fpd;wdu;

rpy tiyj;jsq;fs; ,ay;ghfNt ‘xl;Lk;’> vdNt xU Fwpg;gpl;l r%fj;jpid

kl;LNk <u;f;fpd;wd> Vnddpy; mit xU Fwpg;gpl;l tfpghfj;jpw;F Nrit

nra;fpd;wd> cjhuzkhf> xU urpfu; kd;wk; my;yJ fhy;ge;J mzp. ,it

jq;fsJ nrhe;j nra;jpfis jtwhky; cUthf;Fk; kw;Wk; rpwg;G J}z;Ljy;

,y;yhky; mu;g;gzpg;G kw;Wk; ke;jkhd gpd;gw;Wgtu;fshy; mbf;fb

ghu;itaplg;gLk;.

mNkrhd; kw;Wk; <Ng Nghd;wit jkJ ,ay;G fhuzkhf kw;w

tiyj;jsq;fSk; tof;fkhd ghu;itahsu;fis <u;f;fpd;wd> ,jd; Kjd;ik

Nehf;fk; ed;F mwpag;gl;l kw;Wk; rpy egu;fSf;F mbf;fb gad;gLtJld;> rpy

Gjpa Efu;Nthu; xU Gjpa my;yJ Muha;r;rp nra;tjw;fhd Kjd;ik ,lkhf

gof;fkhfg; gad;gLj;Jfpd;wdu;. xU cw;gj;jpf;fhd njhlu;r;rpahd Njit.

tUtha; gpd;du; Neub tpw;gid my;yJ guptu;j;jidfSf;fhd juF my;yJ

ghu;itahsu;fspd; vz;zpf;ifapd; mbg;gilapy; tpsk;gujhuu;fsplkpUe;J $l

tUfpwJ.

4.5 jdpg;gadhf;fk; juTj;jsk;> Mtz cUthf;fk; kw;Wk; tiy njhopy;El;gq;fs; epWtdq;fs;

kw;Wk; thbf;ifahsu;fSf;F ,ilNaahd njhlu;ig ,yf;F kw;Wk;

jdpg;gadhf;Fjypd; vspik kw;Wk; El;gj;ij Nkk;gLj;jpAs;sd. ,q;Nf rpy

cjhuzq;fs;:

(a) gadu;fs; jq;fs; jdpg;gl;l eyd;fs; kw;Wk; RitfSf;fhf

tiyg;gf;fq;fisj; jdpg;gadhf;f mDkjpf;fpwJ.

(b) cyhty; my;yJ thq;Fk; elj;ij mbg;gilapy; jdpj;jdpahf

Fwpitf;fg;gl;l cw;gj;jp rYiffs; kw;Wk; gupe;Jiufis cUthf;Fjy;.

(c) thbf;ifahsu;fSf;F jdpg;gl;l Kiwapy; ciuahw;wg;gl;l kw;Wk;

,yf;F-cs;slf;f nra;jpfis mDg;Gjy;.

(d) nka;epfu; r%fq;fis cUthf;f gadu;fs; my;yJ thbf;ifahsu;fis

Cf;Ftpj;jy; (cjhuzkhf> mul;il miwfs;> fye;Jiuahly; gyiffs;

kw;Wk; nra;jpf;FOf;fisg; gad;gLj;Jjy;).

Draft Version


CA Sri Lanka 19

4.6 epWtg;gl;l> jf;fitf;fg;gl;l thbf;ifahsu;fspd; nraw;ghL

kw;Wk; ngWkjpia mjpfupj;jy; juT mfo;T kw;Wk; ,izaj; JZf;Ffspd; gad;ghL Mfpatw;why;

thbf;ifahsu; nraw;ghL Nkk;gLj;jg;glyhk;> mit ghu;itapLk;NghJ

jsj;ijg; gad;gLj;Jk; egiu jhdhfNt milahsk; fhZk;.

,izaj; JZf;Ffs;

,izaj; JZf;Ffs; (Cookies) jdpg;gl;l ghu;itahsu;fspd; cyhty; kw;Wk;

tuyhW kw;Wk; tpUg;gq;fis thq;f tiyj;jsj;ij mDkjpf;Fk;

njhopy;El;gkhFk;. ,e;j jfty; ghu;itahsupd; td;jl;by; itf;fg;gl;Ls;sJ>

mtu;fs; jsj;ij kPz;Lk; ghu;itapLk;NghJ> mJ Ff;fPiaf; Fwpg;gpLfpwJ

kw;Wk; ghu;itahsu; cw;gj;jpj; Nju;Tfs; kw;Wk; gupe;Jiufisf; fhz;gpf;f

KbAk;> NkYk; jdpg;gadhf;fg;gl;l tuNtw;Gfs; kw;Wk; newpg;gLj;jg;gl;l

tupirg;gLj;jiyf; fhz;gpf;f js cs;slf;fj;ij khw;wpaikf;fpwJ (ngau;fs;>

Kftupfis epidtpy; nfhs;tjd; %yk; kw;Wk; fpnubl; fhu;L tptuq;fs;)

my;yJ jdpegu;fs; ngUk;ghYk; Mu;tKs;s cw;gj;jpfisf; fhz;gpj;jy; kw;Wk;

,tw;wpw;fhd jdpg;gadhf;fg;gl;l tpsk;gu rYiffisf; fhz;gpj;jy;.

thbf;ifahsu; cwT Nkyhz;ik ftdkhf ,yf;F itf;fg;gl;l

thbf;ifahsu;fs; kw;Wk; thbf;ifahsu; FOf;fSld; jdpg;gadhf;fg;gl;l

thbf;ifahsu; cwTfis cUthf;Fjy;> Nkk;gLj;Jjy; kw;Wk; Nkk;gLj;Jtjpy;

mf;fiw nfhz;Ls;sJ.

Ngh];l;kh (1999) Gjpa re;ijg;gLj;jy; rfhg;jj;jpy; thbf;ifahsu; jfty;fs;

gad;gLj;jg;gLtjpy; ,uz;L Kf;fpa khw;wq;fis cjhuzk; jUfpwJ:

(a) 'xU ghuk;gupa re;ij mZFKiwapy;> ,yf;F FOitg; gw;wp kf;fSf;F

vy;yh tifahd NahridfSk; cs;sd> my;yJ xU Fwpg;gpl;l

cw;gj;jpf;fhd ntspg;gilahd ,yf;F FOit mtu;fs; epidf;fpwhu;fs;.

re;ijg;gLj;jy; juTj;jsk; ,y;yhky;> rupahd tpsk;gu Clfj;ijj;

Nju;e;njLg;gjd; %yKk;> epu;zapf;fg;gl;l ,yf;F FOtpw;F Mf;fG+u;tkhd

Nahridfis tbtikg;gjd; %yKk; kf;fs; ,e;j ,yf;F FOit xU

nghJthd xl;Lnkhj;jkhf kl;LNk mZf KbAk;. Gjpa

mZFKiwapy;… ehq;fs; ,dp epWtdj;jpw;Fs;NsNa re;ijia fzf;fpl

khl;Nlhk;> khwhf njhlu;G nfhs;Sq;fs;> NfSq;fs; kw;Wk; gjpT

nra;fpNwhk;. re;ij vd;d nrhy;y Ntz;Lk; vd;gij juTj;jsk; ekf;Ff;

fw;gpf;Fk;… '(Ngh];l;kh> 1999: g .46).

(b) 'Gjpa re;ijg;gLj;jy; rfhg;jj;jpy;> ehq;fs; topj;Njhd;wy; kw;Wk; Ra-

mwpf;ifaplg;gl;l jfty;fspypUe;J elj;ij gFg;gha;tpw;F khWfpNwhk; ...

jfty; njhopy;El;gk; xU jdpg;gl;l kl;lj;jpypUe;Jk;> ntF[d

re;ijfspYk; $l elj;ij jPu;khdpf;f cjTfpwJ. vjpu;fhy elj;ij

Kd;dwptpf;Fk; NghJ ,e;jj; jfty; kpfTk; ek;gfkhdjhFk;. '(Ngh];l;kh>

1999: g .51).

Draft Version


20 CA Sri Lanka

5 guk;gy; re;ijg;gLj;jy;

5.1 gug;gy; re;ijg;gLj;jy; vd;why; vd;d? gug;gy; re;ijg;gLj;jy; (Viral marketing) vd;gJ Kbe;jtiu gue;j

ghu;itahsu;fSf;F cs;slf;fj;ij toq;Ftjw;fhd xU topahFk;. gug;gy;

re;ijg;gLj;jy; cyfstpy; nry;yyhk;. xU nra;jp ntspahdJk;> mij ahu;

ghu;f;fpwhu;fs;> ahUf;F mDg;gg;gLfpwhu;fs; my;yJ mJ vt;thW Clfq;fspy;

njuptpf;fg;gLfpwJ vd;gijf; fl;Lg;gLj;j KbahJ. Mifahy;> ,e;j

mZFKiwiag; nghWj;jtiu> ,e;j mZFKiwiag; gad;gLj;Jk;

epWtdq;fs;> mtu;fspd; rhj;jpakhd Efu;Nthu; jsj;jpy; nra;jp ngUk;ghYk;

ghjfkhd my;yJ vjpu;kiwahd vjpu;tpisTfis cUthf;f tha;g;gpy;iy

vd;gjpy; cWjpahf ,Uf;f Ntz;Lk;.

gug;gy; nraw;ghl;bd; %d;W Kf;fpa $Wfs; cs;sd:

1 J}ju;

2 nra;jp

3 R+oy;

J}ju; (The messenger)

,J xU Nahrid my;yJ nra;jpapy; jq;fpapUf;fr;nra;a milahsk; fz;Ls;s

mikg;G my;yJ tzpf gadiuf; Fwpf;fpwJ. ,J ngUk;ghYk; epWtdj;jpw;Fs;

xU tskhf my;yJ FOthf ,Uf;Fk;> ,J r%f Clfq;fs; kw;Wk;

re;ijg;gLj;jy; Mfpatw;wpw;F nghWg;ghFk;> NkYk; gug;gy; gpur;rhuj;ij

Nkw;nfhs;s rupahd fUtpfSk; GupjYk; ,Uf;Fk;.

nra;jp

nra;jp> epidT my;yJ Nahrid 'gug;gy;” vd;W miof;fg;gLfpwJ> vdNt

gug;gy; vd;w thu;j;ijapd; gad;ghL> xU ghuk;gupa re;ijg;gLj;jy;

je;jpNuhghaj;jpd; midj;J gaDs;s jfty;fSk; nra;jpapy; ,Ug;gjd;

Kf;fpak;> Vndd;why; xt;nthU KiwAk; gfpug;gLk; NghJ mijg; Gupe;Jnfhs;s

Ntz;Lk;.

nra;jp gadupd; czu;r;rpfisj; jl;l Ntz;Lk;. gadu; <Lghl;il cWjpg;gLj;j

,J Neubahf ,izf;f Ntz;Lk;.

ngUk;ghYk; tzpfj;jpw;F 'cw;gj;jpia tpw;f” Njitapy;iy> mJ xU

czu;r;rpG+u;tkhd njhlu;G %yk; <Lgl Ntz;Lk;.

r%f Clf re;ijg;gLj;jYld; ,ize;J> gug;gy; re;ijg;gLj;jy; vd;gJ xU

gue;j ghu;itahsu;fis ,izf;f tpUk;Gk; NghJ epWtdk;

me;epag;gLj;jf;$ba xU rpwe;j fUtpahFk;. ,Ug;gpDk;> gug;gy; re;ijg;gLj;jy;

%yk;> gadUld; jdpg;gl;l ,U top njhlu;Gfis Nkw;nfhs;tJ my;y> khwhf>

xU nra;jpia toq;Ftjw;Fk; cldb czu;r;rpG+u;tkhd gjpiy miltjw;Fk;

,J gad;gLj;jg;gLfpwJ.

Draft Version


CA Sri Lanka 21

Rw;Wr;R+oy;

,J ghu;itahsu;fis my;yJ gadu;ngaiuf; Fwpf;fpwJ kw;Wk; nra;jp

ahUld; njhlu;G nfhs;sg;gLfpwJ vd;gijg; Gupe;Jnfhs;tjpy; Kf;fpakhdJ.

,J nra;jpapd; njhdpia ghjpf;fpwJ kw;Wk; gug;gy; gpur;rhuj;ij cUthf;fyhk;

my;yJ cilf;fyhk;.

gug;gy; re;ijg;gLj;jy; ntw;wpngw> %d;W msTNfhy;fSk; epWtdj;jhy;

ntw;wpfukhf nraw;gLj;jg;gl Ntz;Lk;. 'gug;gy;” gfpug;gl;lhy;> mJ mjd;

,yf;fpy; ntw;wp ngw;Ws;sJ.

xU gug;gy; re;ijg;gLj;jy; gpur;rhuk; gadu;fspd; czu;r;rpfisj; jl;lTk;>

Fwpg;ghf kfpo;r;rp kw;Wk; gpukpg;G Nghd;w Neh;f;fzpakhdit gpd;tUk;

tiuglj;jpy; fhl;lg;gl;Ls;sJ.

,izatop cs;slf;fj;ijg; gug;gj; J}z;Lk; czh;Tfs;

tiyapy; mjpfk; gfpug;gl;l 10>000 fl;Liufspy; mwpag;gl;l czh;Tfs;

%yhjhuk;: www.semrush.com

Vidad

Nrhfk;

Mr;rhpak;

gr;rhjhgk;

Nfhgk;

kfpo;r;rp rphpg;G

Nfspf;if

gf;jp

Draft Version

http://www.semrush.com/

22 CA Sri Lanka


nra;jpiag; nghWj;jtiu r%f Clf re;ijg;gLj;jypd; tiuaiwfshff;

fUj;jpy; nfhs;tJ cjhuzkhf> nrhy; vz;zpf;if tiuaiw kw;Wk; Nfhg;G

msT Nghd;wit. gug;gy; re;ijg;gLj;JjYf;fhd r%f Clf jsq;fis

vt;thW Nju;T nra;tJ vd;gij jPu;khdpf;Fk; NghJ ,J epWtdj;jhy; fzf;fpy;

vLj;Jf;nfhs;sg;gl Ntz;Lk;.

gug;gy; khu;f;nfl;bq; eltbf;if:

1 nra;jpia gadu;fs; vj;jid Kiw tpthjpf;fpd;wdu; 2 vj;jid gadu;fs; nra;jpiag; gw;wp tpthjpf;fpwhu;fs; 3 nra;jp vt;tsT Neuk; tpthjpf;fg;gLfpwJ

gpur;rhuj;jpd; ntw;wpapd; ,ufrpak; 'thbf;ifahsu;fSf;F Xy;l; ];ig]; thq;fr;

nrhy;tJ” my;yJ 'js;Sgbia toq;FtJ” my;y> khwhf xU Nahridia

czu;r;rpAld; njhlu;Gnfhs;tJld;> Ng];Gf; kw;Wk; l;tpl;lu; Nghd;w gpw r%f

Clf jsq;fs; topahf njhlu;Gnfhs;tjd; %yk; me;j cldb

'czu;r;rpG+u;tkhd ntw;wpia” gpd;njhlu;tJ.. nra;jpapy; fUj;J njuptpj;j

gpugyq;fSld; njhlu;Gnfhs;tjd; %yk;> ,J kw;w vy;yh gadu;fisAk;

cs;thq;fpf; nfhs;lJ> gpd;du; mj;jifa gpugyq;fSld; xNu jsq;fspy;

milahsk; fhz Kbtjdhy; ,ize;jpUg;gjhf czuitf;fyhk;.

6 r%f Clfj;jpd; gFg;gha;T kw;Wk; fz;fhzpj;jy;

6.1 gFg;gha;T kw;Wk; fz;fhzpg;G nrad;Kiw gFg;gha;T kw;Wk; fz;fhzpg;G Mfpait vLf;fg;gl;l KbTfSf;fhd

mbg;gilia cUthf;Ffpd;wd> NkYk; gadu;ngaupd; ,af;fq;fs; kw;Wk;

gof;ftof;fq;fs; Fwpj;j tzpf Ez;zwpTfis toq;Ftjpy; mit

mtrpakhFk;.

juT Nrfupg;G cWg;G Kf;fpakhdJ> Mdhy; jftiy mbg;gilahff; nfhz;l

mwpitg; ngWtJ Ez;zwpit toq;FfpwJ> ,jd; tpisthf epWtdk;

re;ijapy; mjd; epiyia fl;Lg;gLj;j KbAk; vd;gij cWjp nra;fpwJ.

fs Ma;T

' Old Spice Campaign” gpur;rhuk; 2010 ,y; itnld; kw;Wk; nfd;db Nghu;l;Nyz;l;

MfpNahuhy; GNuhf;lu; & Nfk;gps; vd;w mikg;gpd; rhu;ghf ntspaplg;gl;lJ.

mjd; nra;jp vspikahdJ kw;Wk; njspthdJjhf ,Ue;jJld;> 'kdpjd;>

cq;fs; kdpjd; rpwg;ghf kzk; tPRthh;” vd;w fUj;ij nfhz;bUe;jJ. ,J

xNu ,utpy; gug;gy; gugug;ghf khwpaJld;> ,d;Wtiu tiynahspapy; 50

kpy;ypaDf;Fk; mjpfkhd ghu;itfisg; ngw;Ws;sJ.

Mjhuk;: www.semrush.com

xU gpuj;jpNaf tzpf nray;Kiwapd; %yk; r%f Clfq;fspd; gad;ghl;il

epWtdq;fs; epu;tfpf;f Ntz;Lk;. ,dp ,izatopapy; gadu;fisf;

fz;fhzpg;gJ xU 'gf;f Ntiy' vd;W fUjg;gLtjpy;iy> khwhf> r%f Clf

gFg;gha;T vd;gJ xU xUq;fpize;j nray;ghlhFk;> ,J epu;tfpf;f mu;g;gzpg;G

tsq;fs; Njitg;gLk;.

Draft Version

CA Sri Lanka 23


%yhjhuk;: Minim Augmented

cjhuzk; jp vfdhkp];l; gj;jpupifapd; (2015 gp) xU mwpf;if Fwpg;gpLfpwJ> ',t;tsT

fhyj;jpw;F Kd;G r%f Clf re;ijg;gLj;jy; vd;gJ gz;lf;Fwp

Kfhikahsu;fs; jq;fs; Nfhilfhy gapw;rpahsu;fisf; ifahsf;

Nfl;ff;$ba xd;whf ,Ue;jJ. ,d;W mJ tpsk;guj; Jiwapd; J}zhf

khwpAs;sJ”. cyfstpy; Rkhu; ,uz;L gpy;ypad; kf;fs; ,g;NghJ r%f Clf

tiyj;jsq;fisg; gad;gLj;Jfpd;wdu; vd;W mwpf;ifapy; njuptpf;fg;gl;Ls;sJ.

gy epWtdq;fSf;F r%f Clfq;fisg; gad;gLj;Jtjw;fhd <u;g;G jdpg;gl;l

gadu;fisg; gw;wpa Ez;zwpitg; ngWtjw;fhd jpwidg; gw;wp ftdk;

nrYj;JfpwJ> mtw;iwg; gw;wpa gue;j mstpyhd juTfis Nrfupg;gjd; %yk;

(c-k;: taJ> Efu;T Kiwfs;). ,e;jj; juT tpsk;gujhuu;fSf;F gadu;fs;

jq;fs; re;ijg;gLj;jy; nra;jpia Neubahf Fwpitf;f cjTfpwJ. ,e;j

topapy; Efu;Nthiu ,yf;F itg;gJ tpsk;gujhuu;fis kpfTk;

jdpg;gadhf;fg;gl;l re;ijg;gLj;jy; nra;jpfis cUthf;f mDkjpf;fpwJ>

,g;NghJ gyu; jq;fs; tpsk;guq;fis jdpg;gl;l tpUg;gq;fSf;Fk;

NjitfSf;Fk; Vw;wthW tbtikf;f KbAk;.

vfdhkp];l; gj;jpupif (2015 gp) mwpf;if mnkupf;f epWtdq;fshd

nrt;Nuhnyl;> fhu; jahupg;ghsu; kw;Wk; tPl;L Nkk;ghl;Lf; filfspd; rq;fpypahd

Nyht;]pd; vLj;Jf;fhl;Lfis vLj;Jf;fhl;LfpwJ. nrt;Nuhnyl; 'Ng];Gf;

gf;fq;fSf;Fk; l;tpl;lu; Cl;lq;fSf;Fk; tpsk;guq;fis mDg;gpaJ> Mu;tKs;s

egu;fspd; Mu;tj;ij ntspg;gLj;jpa> my;yJ nl];l; biut;> Nghl;bahsupd;

thfdj;jpy; gjpTnra;jJ. ',jw;fpilapy;> Nyhtpd; 'Ng];Gf;fpy; xU gpur;rhuj;ij

elj;jpaJ> mjpy; gadu;fs; mjd; tpsk;guj;jpd; gy l[d; gjpg;Gfspy; xd;iw

mDg;gpdu;> ,J r%f tPLfspy; mtu;fs; Fwpg;gpl;l tPLfspd; ve;jg; gFjpiag;

nghWj;J mDg;gg;l;lJ” (jp vfdhkp];l; gj;jpupif> 2015 gp).

%yhjhuk;:: www.intelligenthq.com

Draft Version

http://www.intelligenthq.com/

24 CA Sri Lanka


7 r%f Clf Kfhik fUtpfspd; gpuNahfk;

7.1 r%ftiyj;js fz;fhzpj;jypy; gad;gLj;jg;gLk; fUtpfs; ,ytrkhf kw;Wk; gzk; nrYj;jpg; ngw;Wf; nfhs;sf;$ba ,uz;L tifapYkhd r%f Clf Kfhikj;Jt fUtpfs; gy;NtW tiffspy; fhzg;gLfpd;wd.

Google Analytics kw;Wk; Facebook Insights Nghd;w ngUk;ghyhd r%f mbj;jsq;fs;> jhk; RakhfNt gLj;jp nra;Jnfhz;l Nghd;w gFg;gha;T fUtpfis thbf;ifahsu; gFg;gha;Tf;F toq;Ffpd;wd.

vdpDk;> mu;g;gzpf;fg;gl;l fUtpfs; kw;Wk; Kiwfs; gue;Jgl;l jsq;fspd;

mbNa njhopw;ghLfis gwq;fp> NtWgl;L tpz;zpay; Mjhuq;fspypUe;J

ngUe;ju tpid mfo;jy;> Nrfupj;jy; kw;Wk; gFg;gha;T nra;jy; Mfpa njhopy;

ghLfSf;F trjp mspf;Fk; tifapy; ,g;NghJ re;ij gug;gpy; fpilf;f

jf;fjhf ,Uf;fpd;wd. ,e;jf; fUtpfs;> gyg; gy iffs;> fl;Gyd; Mupau;fs;

kw;Wk; gFg;gha;Tfs; Mfpatw;iw toq;FtJld; gadhsu;fs; vz;zpay;

jsj;jpNy vt;thW njhlu;G gLfpd;whu;fs; njhlu;ghd Mokhd ,lj;jpidAk;

toq;FfpwJ.

ngUe;juT Kfhikj;Jtj;jpYs;s jw;Nghija re;ijj;jiyik tzpf

epWtdq;fSf;fhd rpy cjhuzq;fshf:

• Hootsuite • Buffer • Sprout • Social • Keyhole

epWtdq;fs; ngUe;jug;gpy; KjyPL nra;tjw;Fk; r%f Clf Kfhikj;Jtf;

fUtpfis gad;gLj;Jtjw;Fk; Kd;duhf rpy tpdhf;fis tpdtpf;

nfhs;Sjy; Ntz;Lk;. mj;jifa rpy tpdhf;fis rivaliq.com ,izaj;jsk;

gupe;Jiu nra;fpwJ: • vkJ gz;lf;Fwp my;yJ Kftu; vt;tsT ghupaJ?

• vkJ r%f Clf ,yf;Ffs; vit?

• ,j;jid Nghl;bahsu;fis ehk; fz;fhzpj;Jf; nfhs;s Ntz;Lk;?

• vkJ r%f Clf ghjPL vd;d?

• vkJ r%f Clff;FO vt;tsT ghhpaJ?

• gFg;gha;tpw;F ehk; vt;tsT Neuj;ij xJf;fPL nra;a tpUk;GfpNwhk;?

Source: www. rivaliq.com ,e;j tpdhf;fspy; xd;Wf;Fg; gjpyspf;fg;gl;Ls;sJ> epWtdk; jdJ r%f tiyj;js

njupTnra;jy; nrad;Kiwapy; milahsk; fhzg;gl;l %yg;gpukhzk; ghjPl;L

vy;iyfspDs; mKyhf;fj;ij Nkw;nfhs;s KbAk;.

njhlu;r;rpahf mjpfupj;J tUk; r%f tiyj;js gad;ghl;Lld; epWtdq;fs; jkJ

nrad;Kiwfis Kfhik nra;tjw;fhf rupahd ,lj;jpy; rupahd tsq;fis

gad;gLj;Jfpd;wjh vd;gJ khj;jpukd;wp rupahd nrad;Kiwia toq;fj;jf;f

nghUj;jkhd fUtpfs; epWtdj;jpd; Njitg;ghLfis epiwT nra;tjw;fhf

fpilf;fj;jf;fjhf ,Uf;fpd;wdth vd;gij cWjp nra;jy; Ntz;Lk;.

Draft Version

http://www/

CA Sri Lanka 25


8 re;ijg;gLj;jy; je;jpNuhghaj;jpy; ifj;njhiyNgrp gpuNahfq;fs;

8.1 ifj;njhiyNgrp nraypfspd; gad;ghL nraypfspd; cUthf;fj;Jld;> kf;fs; jkJ fzpdpfis ,af;Fk; tiu

fhj;jpUf;fhJ cldbahfNt mtu;fs; mile;J nfhs;sf;$bajhf ,Uf;fpwJ.

ngUk;ghyhd njhopy;El;g gadhsu;fs; xU ifj;njhiyNgrp cgfuzk;

xd;wpid itj;jpUg;gJld;> kpf mz;ikapy; ntspte;j nraypfis nfhs;tdT

nra;tjw;F Mu;tk; cs;stuhf ,Ug;gu;. ,e;j fhuzj;jpw;fhf>

njhopy;El;gtpayhsu;fs; thbf;ifahsu; mbg;gilapy; mike;j ve;Neuj;jpYk;

vq;fpUe;Jk; gad;gLj;jf;$ba tiy kw;Wk; vz;zpay; njhopy;El;g tYitf;

fhl;Lk; ifj;njhiyNgrp fUtpfis cUthf;f ehl;lk; nfhz;Ls;sdu;.

,j;jifa epWtdq;fSf;F> re;ijg;gLj;jyhdJ xd;W my;yJ xd;Wf;F

Nkw;gl;l ghuk;gupa tpepNahf Kiwfspy; jq;fpapUf;fhj tifapy; kpd;dQ;ry;

my;yJ tiy mbg;gilapyhd jsq;fspy; nraw;gLtJld; mit NkYk;

ifj;njhiyNgrp mbg;gilapy; gpuj;jpNafkhd WhatsApp, Snapchat, Facebook Messenger kw;Wk; Wechat Kjypa nraypfs; %yk; njhopw;gLfpd;wd.

ngUk;ghyhd gadhsu;fSf;F ,it 24/7 mZifapid toq;FtJld;

mt;thwy;yhjNghJk; ifj;njhiyNgrp njhopy;El;gj;jpy; cUthf;fg;gl;Ls;s

mwptpg;G kw;Wk; nraw;ghl;L Kiwfs; gadhsu;fSf;F cldbahd

mZifapid toq;Ffpd;wd. mtw;iwg; ghu;itapLtjw;F> njhlu;G

nfhs;tjw;F my;yJ Jyq;fs; toq;Ftjw;F kf;fs; fhj;jpUg;gjpy;iy.

vy;yhNk clDf;Fld; ,lk;ngWk;.

8.2 ifj;njhiyNgrp kw;Wk; r%f Clf re;ijg;gLj;jy; fzf;fpay;

kw;Wk; epjpj; njhopy;rhu; egu;fSila jPu;khdk; Nkw;nfhs;sypy;

vt;thW gad;gLj;jg;gLk; KbAk;? ghuk;gupa gpur;rhuq;fs; kw;Wk; njhiyNgrp re;ijg;gLj;jy; Mfpatw;wpd; topNa

cldbahd nra;jp toq;fy; mjpfupg;gjdhy;> ,e;j epWtdq;fs; midj;JNk

tpepNahfpf;fg;gl;l nra;jp njhlu;ghd Kfhikapy; gq;Fgw;Wk;. epjpj; njhopy;

rhu;e;jtu;fs; ,jw;F tpjptpyf;fhdtu;fs; my;y mj;Jld; FOtpy; cs;s

midj;J cWg;gpdu;fSk; Fwpj;j mstpyhd nghWg;Gf;$Wk; jd;ik

nfhz;bUg;ghu;fs; vd;Dk; vjpu;ghu;g;G tpjptpyf;fhdJ my;y. gadhsu;fs;

kw;Wk; epWtdq;fs; ,ilapy; ,d;iwa Ntfkhf efUk; ,yj;jpudpay;

cyfkhdJ epjprhu; mf;fiwAs;s jug;gpdu; Mf;ff;$ba my;yJ mopf;f$ba

jd;ik tha;e;j nra;jp kw;Wk; ,ilj;njhlu;gpid tpsq;fpf; nfhs;tjd; %yk;

mtrpakhd jPu;khdq;fis vLf;f KbAkhifahy; r%f Clf ,ilj;njhlu;G

gw;wpa tpopg;Gzu;T mtrpakhFk;.

re;ijg;gLj;jy; je;jpNuhghakhdJ fle;j jrhg;jj;ij tpl kpf tprhykhd mstpy;

khw;wk; mile;Js;sJ. tiy mbg;gilapyhd r%f Clf fUtpfs;> ifj;njhiyNgrp

njhopy;El;gk; %yk; Nkk;gLj;jg;gl;L jw;fhyj;jpy; gad;gLj;jg;gLk; ,yj;jpudpay;

re;ijg;gLj;jy; Kiwfspy; gpujhdkhd xd;whf fhzg;gLtJld; nraypfspd;

Nkk;gLj;jg;gl;l jd;ik kw;Wk; gadhsu;fspd; 24/7 fpilg;gdTj; jd;ik Mfpatw;wpd;

fhuzkhf ,J kpfTk; nghUj;jkhd je;jpNuhghakhf fhzg;gLfpwJ.

Draft Version

26 CA Sri Lanka


Kotler and Armstrong (2010) MfpNahu; thbf;ifahsu; ve;jnthU nfhs;tdT

jPu;khdj;jpd; NghJk; Ie;J fl;lj; jPu;khdk; Nkw;nfhs;sy; nrad;Kiw Clhf

nry;fpd;wdu; vd gupe;Jiuf;fpd;wdu;.

r%f Clf mbj;jsj;jpy; njhlu;ghly;fis Kfhik nra;tjw;fhd Ie;J J}z;fshf 1. ftdpj;jy;> 2. gFg;gha;T nra;jy;> 3. <LgLj;jy;> 4. nry;thf;F nrYj;jy; kw;Wk; 5. mstpLjy; Mfpad fhzg;gLfpd;wd.

ehd;F tifahd nfhs;tdT elj;ijfs; fhzg;gLfpd;wd: rpf;fyhd>

gof;ftof;fk; rhu;e;j> NtWghl;ilj; NjLk; kw;Wk; Kuz;ghlhd.

guk;gy; re;ijg;gLj;jy; vd;gJ ,aYkhdsT ngUkstpy; cs;slf;fj;jpid

tpdpNahfpf;Fk; topKiwahFk;.

r%f tiyj;js re;ijg;gLj;jyhdJ r%f tiyj;jsq;fspd; Clhf

rhj;jpakhd thbf;ifahsu;fsJ ftdj;ij <h;f;Fk; nray;KiwahFk;.

mj;jpahar; RUf;fk;

Draft Version

CA Sri Lanka 27


PRO

GRES

S TE

ST

1 ,uz;L r%f Clf jsq;fspd; ngaupid Fwpg;gpLf.

2 juT mfo;T vd;gJ vd;d?

3 juT gFg;gha;T vd;why; vd;d?

4 guk;gy; gpur;rhuj;jpd; %d;W %yf;$WfSk; vit?

5 r%f Clfg; gpur;rhuq;fis Nkw;nfhs;tjpy; cjtpGupAk; Ie;J tifahd

r%fq;fSk; mit?

Kd;Ndw;wg; ghPl;ir

Draft Version

28 CA Sri Lanka


ANSW

ERS

TO P

ROGR

ESS

TEST

1 Facebook, Twitter, YouTube, LinkedIn, Snapchat, Instagram

2 juT mfo;T vd;gJ rpf;fyhd juT gFg;gha;T El;gq;fis Nkw;nfhs;tjw;fhf

mWtil nra;jy;> midj;J tifahd ngUk; jutpidg; gpujpepjpj;Jtk;

nra;Ak; vz;zpay; jsq;fspypUe;J Nrfupj;jy; my;yJ jutpid “mfo;jy;">

Mfpatw;wpd; %yk; VNjDk; %yj;juTfspy; ,Ue;J ghupastpyhd

gad;gLj;jj;jf;f jutpid gpupj;njLf;Fk; nrad;KiwahFk;.

3 juTg; gFg;gha;T vd;gJ Gjpa kw;Wk; gad;kpf;f jfty;fspd; mwpT tq;fpapid

cUthf;Ftjw;fhf jfty; mfo;tpd; %yk; ngw;Wf;nfhs;sg;gl;l %yj; jutpid

gad;gLj;Jtij Fwpf;Fk;. xU rhj;jpakhd thbf;ifahsu; my;yJ

thbf;ifahsuJ tpUg;gq;fs;> tpUg;gkpd;ik kw;Wk; Vida czh;T

ntspg;gLj;jy; Kjypa thbf;ifahsu; elj;ij my;yJ thbf;ifahsu;

Ratptuq;fs; kw;Wk; nfhs;tdT elj;ijfs; ,ilapyhd ,izg;gpid

cUthf;Ftjw;fhf ,e;j jfty; gFg;gha;thdJ Nkw;nfhs;sg;glyhk;.

4 nra;jpfhTgtu; (Messenger)> nra;jp kw;Wk; R+oy;

5 njhopw;gapw;rp rKjhaq;fs;

R+o;epiy rKjhaq;fs;

Nehf;fk; rhu;e;j rKjhaq;fs;

ehl;lk; nfhz;l rKjhaq;fs;

G+Nfhstpay; rKjhaq;fs;

Kd;Nd;Ndw;wg; ghPl;irf;fhd tpilfs;

Draft Version

cs;slf;f re;ijg;gLj;jy;

mwpKfk; cs;slf;f re;ijg;gLj;jy; vd;gJ epWtdj;jhy;> thbf;ifahsUf;F cs;slf;fj;ij

toq;Ftjpy; mf;fiw nfhz;Ls;sJld;> mJ epWtdj;jpd; r%f Clf

re;ijg;gLj;jypd; xU xUq;fpize;j gFjpahFk;. Kf;fpa Nfhl;ghLfisg;

gpuNahfpg;gjd; %yk;> xU gue;j vz;zpay; je;jpNuhghaj;jpd; xU gFjpahf>

tiyg;gjpT kw;Wk; ,-E}y; tpepNahfk; Nghd;w El;gq;fisAk;> kpd;dQ;ry;

re;ijg;gLj;jy; Nghd;w gpw vz;zpay; re;ijg;gLj;jy; Nghd;wtw;iwAk;

gad;gLj;Jtjd; %yk; epWtdk; kfj;jhd ed;ikfisg; ngw KbAk;.

cs;slf;f re;ijg;gLj;jy; kw;Wk; khWgl;l khjpupfs; kw;Wk; cj;jpfspd; jd;ikia

Muha;tjd; %yk;> tzpfj;jpd; Nehf;fq;fis G+u;j;jp nra;a> Kd;nkhopag;gl;l xU

je;jpNuhghak; vt;tsT Kjpu;r;rpaile;jJ kw;Wk; re;ijg;gLj;jg;gLk; cs;slf;fk;

ntw;wpfukhf ,Uf;Fkh ,y;iyah vd;gijg; gw;wpa jfty;fis epWtdq;fs; ngw

KbAk;.

mwpTf; $W

D vz;zpay; Afj;jpyhd re;ijg;gLj;jy; je;jpNuhghak; 4.3 4.3.1 cs;slf;f re;ijg;gLj;jypd; ,ay;G kw;Wk; gug;ngy;iyia ghpl;rpj;jy;

4.3.2 xU je;jpNuhgha njhlu;ghly; fUtp vd;w tifapy; cs;slf;f

re;ijg;gLj;jypd; gpuNahfj;ij fye;JiuahLjy;

4.3.3 tzpfj;Jf;fhd rpwe;j khjpupiaj; njupTnra;Ak; je;jpNuhgha Nehf;fpy;

NtWgl;l cs;slf;f re;ijg;gLj;jy; tzpf khjpupfis milahsk;

fhZjy;

4.3.4 cUthf;fg;gl;l cs;slf;fk; njhlu;Ggl;l tha;g;Gf;fs; kw;Wk;

rthy;fis milahsk; fhz;gjw;fhd cs;slf;f Kjpu;T khjpupapd;

rhj;jpakhd gpuNahfj;ij fye;JiuahLjy;

4.3.5 eilKiw Nehf;fpy; cs;slf;f re;ijg;gLj;jy; Nfhl;ghLfis

milahsk; fhZjy;

4.3.6 kpd;dQ;ry; re;ijg;gLj;jypd; fpuaq;fs; kw;Wk; ed;ikfis fUj;jpw;

nfhz;L mtw;wpd; tpNrl Fztpay;Gfs; kw;Wk; gz;Gfis guPl;rpj;jy;

4.3.7 cs;slf;f re;ijg;gLj;jypd; gaDWjpia Nkk;gLj;Jtjw;fhf

kpd;dQ;ry; re;ijg;gLj;jypy; gad;gLj;Jtjw;fhd rhj;jpaj;jpid

Vw;gpirT nra;jy;

259

mj;jpahak;

Draft Version

BL8 | mj;jpahak; 11: cs;slf;f re;ijg;gLj;jy;

260 CA Sri Lanka

1.1 cs;slf;f re;ijg;gLj;jy; vd;why; vd;d? 'cs;slf;f re;ijg;gLj;jy; vd;gJ ,yhgfukhd thbf;ifahsu; eltbf;ifia

,af;Fk; Nehf;fj;Jld; xU njspthf tiuaWf;fg;gl;l ghu;itahsu;fis

ftuTk; ngw;Wf; nfhs;tjw;Fk; ngWkjpkpf;f> nghUj;jkhd kw;Wk; epiyj;j

jd;ikahd cs;slf;fj;ij cUthf;fp tpepNahfpf;Fk; xU re;ijg;gLj;jy;

El;gkhFk;;”. %yhjhuk;;: www.Forbes.com

Ke;ija mj;jpahaj;jpy; kjpg;gha;T nra;ag;gl;lgb ,J r%f Clf re;ijapypUe;J

,J t;thW NtWgLfpwJ? sproutsocial.com; tiyj;jsj;jpd; gb>

'r%fkhdJ xU ClfkhFk;> cs;slf;fk; xU cghakhFk;” Mjhuk;: www.sproutsocial.com ,jd; nghUs; vd;d?

xU epWtdk; vz;zpay; re;ijg;gLj;jy;; nra;tjw;fhd xU je;jpNuhghaj;ij cUthf;Fk;NghJ> mjd; nra;jpia ghu;itahsu;fSf;F toq;Ftjw;Fk; nrYj;Jtjw;Fk; kpfTk; nghUj;jkhd Clfq;fs; kw;Wk; Kiwfis kjpg;gha;T nra;fpwJ. toq;fg;gLk; cs;slf;fk; ,e;j Clfk; my;yJ fUtpf;fhf cUthf;fg;gl;ljhFk;.


1 cs;slf;f re;ijg;gLj;jYf;fhd mwpKfk; 4.3.1 2 cs;slf;f re;ijg;gLj;jy; kw;Wk; je;jpNuhgha

njhlu;ghly; 4.3.2

3 cs;slf;f re;ijg;gLj;jy; tzpf khjpup 4.3.3 4 cs;slf;f Kjph;Tj;jd;ik khjpup

4.3.4

5 cs;slf;f re;ijg;gLj;jypd; Nfhl;ghLfs;

4.3.5

6 ,yj;jpudpay; re;ijg;gLj;jypd; ,ay;G kw;Wk; Nehf;nfy;iy

4.3.6

7 cs;slf;f re;ijg;gLj;jypy; ,yj;jpudpay; re;ijg;gLj;jypd; gpuNahfk;

4.3.7

1 cs;slf;f re;ijg;gLj;jYf;fhd mwpKfk;

khWgl;l topfspy; thbf;ifahsUf;F cs;slf;fj;ij toq;Ftjw;fhd

epWtdj;jpd; xl;Lnkhj;j vz;zpay; je;jpNuhghaj;jpd; xU gFjpahf cs;slf;f

re;ijg;gLj;jy; gad;gLj;jg;glyhk;. gz;lf;Fwp tpopg;Gzu;it toq;FtJk;>

epWtdk; toq;Fk; jahupg;Gfs; kw;Wk; Nritfis Cf;Ftpg;gJk; ,jd; Nehf;fk;

MFk;.

Draft Version

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CA Sri Lanka 261

1.2 cs;slf;f re;ijg;gLj;jypd; tiffs; gpd;tUgit epWtdj;jhy; gad;gLj;jf;$ba gy;NtW tifahd cs;slf;f

re;ijg;gLj;jy;fshFk;. rupahfg; gad;gLj;Jk;NghJ> ,it xt;nthd;Wk;

epWtdj;jpw;F khWgl;l ngWkjpia toq;Ffpd;wd> cjhuzkhf> > NfhNfh

NfhyhtpypUe;J ntw;wpfukhd cs;slf;f re;ijg;gLj;jy; gpur;rhuk; - 'xU

Nfhf;ifg; gfpuTk;” ('Share a Coke').

1.2.1 tiyg;gjpTfs; (Blogging)

tiyg;gjpTfs; nghJthf xU epWtdj;jpd; cs;slf;f re;ijg;gLj;jy; cj;jpf;F

ikakhf ,Uf;Fk;. tiyg;gjpTfs; xg;gPl;lstpy; tpiuthf

njhFf;fg;glj;jf;fjhf ,Ug;gJld;> xU FWfpa nra;jp my;yJ ePz;l

,Lifiag; gad;gLj;jp rupahd nra;jpia njuptpf;f KbAk;.

,Ug;gpDk;> cs;slf;fk; ngUk;ghYk; GJg;gpf;fg;glhtpl;lhy; my;yJ NghJkhd msT <Lgltpy;iy vd;why;> gadu; jsk; Mu;tj;ij ,of;ff;$Lk;> NtW ,lq;fSf;Fr; nry;Yk;. ,J xU epWtdj;jpw;F jPq;F tpistpf;Fk;> Vnddpy; ghu;itahsu;fspd; ftdj;ij jpUk;gg; ngWtjw;F NkYk; tsu;r;rp Njitg;gLfpwJ.

1.2.2 xspg;glq;fs; (Videos) cs;slf;f re;ijg;gLj;jy; njhFg;gpy;> xspg;glq;fs; ek;gKbahjsT gaDs;s

fUtpahf ,Uf;fyhk;> Fwpg;ghf cs;slf;fj;jpd; gpw Mjhuq;fSld;

,izf;fg;gLk;NghJ my;yJ cl;nghjpf;fg;gLk; NghJ. gadu;fs; mtw;iw

vspjhf mZFtijf; fhzyhk;> cjhuzkhf> tiynahsp Nghd;w jsq;fs;

topahf> mtu;fs; rpwpa <LghL Njitg;gLk; cs;slf;fj;ij toq;Ffpwhu;fs;>

mjhtJ gbf;f Njitapy;iy> ghUq;fs;.

,Ug;gpDk;> rupahf ,izf;fg;glhtpl;lhy;> njhlh;G ,izg;G

toq;fg;glhtpl;lhy; my;yJ tifg;gLj;jg;glhtpl;lhy; xspg;glq;fisf;

fz;Lgpbg;gJ fbdkhFk;.

1.2.3 jfty; tiuglq;fs; (Infographics) Gs;sptptuq;fs; Fwpg;gplg;gl Ntz;ba ,lj;jpy; FWfpa> RWRWg;ghd kw;Wk; ghu;it Mf;fG+u;tkhdjhf ,Uf;fyhk;. kjpg;gha;T kw;Wk; [Puzpf;f vspjhd

xl;Lnkhj;j 'jsg;gyifapid” ghu;itahsu;fSf;F mit toq;Ffpd;wd.

,Ug;gpDk;> cau; kl;l Nkyha;Tfs; vg;NghJk; tuyhW> gpd;dzp my;yJ tptuq;fis toq;fhJ> NkYk; ngUk;ghYk; jdpikapy; ghu;f;fj;jf;fjhFk;.

1.2.4 fs Ma;Tfs; kw;Wk; nts;is jhs;fs; (Case studies and white papers) ghu;itahsu;fSf;F Gjpa> Mokhd jfty;fis toq;f ,e;j tifahd cs;slf;fk; kpfTk; gaDs;sjhf ,Uf;Fk;.

,Ug;gpDk;> mtw;iwj; jahhpf;f epWtdk; mjpf Neuk; vLj;Jf; nfhs;tJld;> NkYk; ngUk;ghYk; epGzu;fis cUthf;f ek;gpapUf;fpwhu;fs;> ,J mjpf nryTfSf;F toptFf;Fk;.

Draft Version


262 CA Sri Lanka

1.2.5 ,yj;jpud; Gj;jfq;fs; (eBooks) xU ghuk;gupa Gj;jfj;ijg; Nghd;w xU tif 'ePz;l tbt” Mdhy; ,izatopapy; fpilf;fj;jf;f Mtzk;. ,e;j Mtzq;fs; tpupthd cs;slf;fj;ij toq;FtJld;> gadUf;F kjpg;Gkpf;f jfty;fis toq;Fk;.

,Ug;gpDk;> mit gbf;f mjpf Neuk; vLf;fyhk;> NkYk; Gs;sptptuq;fSf;fhf> vz;zpay; re;ijg;gLj;jy;; kw;w tbtq;fSld; njhlu;Gila FWfpa> rpf;fyhd ghzpAld; xg;gpLifapy; nghUe;jhJ ,Uf;fyhk;.

1.2.6 Nrhjid gl;bay;fs; (Checklists) Nrhjidg; gl;bay;fs; epWtdj;jpw;F rpwe;j ngWkjpia toq;f KbAk;> Vnddpy; mit tpiuthfTk; vspjhfTk; njhFf;fg;gLfpd;wd. mit xU tiyg;gjpT my;yJ gpw ,Liff;Fs; gad;gLj;jg;glyhk;> NkYk; gaduplkpUe;J fUj;J Njitg;glyhk;> ,J tpUg;gj;Nju;Tfs; njhlu;ghf epWtdj;jpw;F rpwe;j Ez;zwpit toq;f KbAk;.

,Ug;gpDk;> ,e;j Mtzq;fs; gadiu vspjpy; Kbf;f mDkjpf;Fk; nghUj;jkhd kw;Wk; gad;gLj;j vspjhd fhl;rpfs; %yk; rupahf tbtikf;fg;gl Ntz;Lk;. xU jdpg;gl;l Mtzkhf my;yJ xl;Lnkhj;j rYifapd; xU gFjpahf js;Sgb FwpaPL my;yJ gy $g;gd;fSld; ,ize;jhy;> rupghu;g;G gl;baiy Kbf;f gadUf;F xU Cf;fKk; ,Uf;f Ntz;Lk;> my;yhjtplj;J Jyq;fy; Fiwthf ,Uf;fyhk;.

1.2.7 xspg;glk;> ,izg;G kw;Wk; Neu;Kfk; cs;spl;l r%f tiyj;js gjpT epWtdq;fs; ed;F tbtikf;fg;gl;l r%f Clf ,LifAld; mjd; gpd;njhlu;gtu;fSf;F cldbj; jhf;fj;ij Vw;gLj;jf;$Lk;> gpd;du; mijg; gpd;njhlu;gtupd; njhlu;Gfs; gl;baYf;F mDg;gyhk; kw;Wk; nra;jp> tzpf kw;Wk; re;ijg;gLj;jy; epiyaq;fshy; vLf;fg;glyhk;.

fl;Liufs;> gpw tiyj;jsq;fs;> epWtdj;jpd; ,af;Feu;fs; my;yJ Copau;fSldhd Neu;fhzy;fs;> mjd; thbf;ifahsu;fs;> toq;Fdh;fs; my;yJ epWtdj;ijg; gw;wp Nehf;fzpa kw;Wk; Rthu];akhd xd;iwf; $Wk; gpw jug;gpdUldhd njhlu;Gila Neu;fhzy;fs; r%f Clf ,Liffs; kw;Wk; mjd; cw;gj;jpfs; mjpf jhf;fj;ij Vw;gLj;jf;$Lk;.

cs;slf;f re;ijg;gLj;jy;; tiffspDs; gpw KiwfSk; cs;slq;Fk;.

2 cs;slf;f re;ijg;gLj;jy; kw;Wk; je;jpNuhgha njhlu;ghly;

2.1 je;jpNuhgha njhlu;ghly; Vd; Kf;fpak; tha;e;jJ? epWtdq;fs; ngUk;ghYk; njhopEl;g fUtpfs; kw;Wk; vz;zpay; tpepNahfj;jpw;fhf cUthf;fg;gl;l cs;slf;fk; Mfpatw;iwf; nfhz;Ls;sd> Mdhy; ,e;j $Wfs; xU njhlh;ghly; je;jpNuhghaj;jpd; %yk; xU xUq;fpize;j topapy; rPuikf;fg;gLk;NghJjhd;> epWtdk; gadilfpwJ.

'cs;slf;fj; jpl;lk; xj;jpirthd $l;Ltzpf njhlh;ghly;fSf;F Kf;fpakhFk;.'

Mjhuk;: www.gartner.com

epWtdq;fs; rkPgj;jpa fUtpfs; kw;Wk; rpwe;j cs;slf;fj;ijf;

nfhz;bUf;fyhk;> Mdhy; xU je;jpNuhgha topapy; vt;thW njhlu;Gnfhs;tJ

vd;gJ mtu;fSf;Fg; Gupatpy;iy vd;why;> mtu;fSila ghu;itia

mtu;fspd; xl;Lnkhj;j vz;zpay; je;jpNuhghaj;Jld; rPuikf;f KbahJ.

Draft Version


CA Sri Lanka 263

kpifg;gLj;jg;gl;l nra;jp> nra;jp toq;fg;gLk; Kiw kw;Wk; tpepNahf Neuk; Mfpait cau; kl;l je;jpNuhghaj;jpw;F Kf;fpakhditahFk;.

gpd;tUk; fs Ma;T rupahd Neuj;jpy; rupahd nra;jpiag; ngWtjd; Kf;fpaj;Jtj;ij vLj;Jf;fhl;LfpwJ.

Neuk; fhiy 6.30 kzp. khu;l;bd; jdJ kpd;dQ;riy Nrhjpf;fpwhu;. mq;F

epWtdj;jpd; xU mwptpg;G cs;sJ: epWtdj;jpd; cw;gj;jp re;ijg;gLj;jy;

rpNu\;l cgjiyth; nfy;yp gjtp tpyFfpwhh; vd;gNj mJthFk;. mtu;

topelj;Jk; xU rpwg;G jpl;lj;jpy; mtu; gzpahw;wp tUtjdhy; khu;l;bDf;F ,J

xU nra;jpahFk;. ,e;j mwptpg;gpy; $l;Ltzpf ,iaj;jsj;Jf;fhd ,izg;G

cs;sJ> mq;F nfy;ypapd; gpd;njhlUdh; (successor) vd;W ngaupLk;

nra;jpf;Fwpg;G cs;sJ> Mdhy; $Ljy; tptuq;fs; ,y;iy. khu;l;bd;

cldbahf jdJ nraw;jpl;l rfhf;fSf;F kpd;dQ;ry; mDg;Gfpwhu;. epu;thf

kWrPuikg;G kw;Wk; vq;fs; jpl;lj;jpd; epiy Fwpj;J 'cq;fSf;F vd;d

njupAk;?” vdf; Nfl;lhh;.

$l;Ltzpf njhlh;ghly;fs; jpl;lkpl;L kw;Wk; nraw;jpwd; kpf;f cs;slf;f je;jpNuhghaj;ijf; nfhz;bUe;jhy;> gzpahsu; kw;Wk; jiyikj; njhlh;ghly;fisAk;> nghJ cwTfisAk; xUq;fpizj;jpUe;jhy; ,e;j epr;rakw;w R+o;epiyiaj; jLf;f KbAk;.

gzpahsu; kw;Wk; jiyikj; njhlh;ghly;fs; kw;Wk; nghJ cwTfs; cs;spl;l njhlh;ghly;fs; nra;Ak; vy;yhtw;wpd; ikaj;jpYk; rpwe;j cs;slf;fk; cs;sJ. Mdhy; jiytu;fs; jpl;lkpl;L Kd;Dupik mspf;f Ntz;Lk;> jpl;lkpl Ntz;Lk;> gaDs;s cs;slf;fj;ij ntspapl Ntz;Lk; my;yJ ghu;itahsu;fs;

ntWkNd Fog;gkilthu;fs;” vd;W fhu;l;du; Muha;r;rpj; jiytu; vyprngj; ghnul; $Wfpwhu;.

jiyik khw;wq;fisg; nghUl;gLj;jhky;> jdJ jpl;lj;jpd; je;jpNuhgha Kf;fpaj;Jtk; fhzg;gLfpwJ> mjd; Fwpf;Nfhs;fs; mg;gbNa cs;sd vd;gij ed;F cUthf;fpa kw;Wk; njhlu;GgLj;jg;gl;l cs;slf;f cj;jp khu;l;bDf;F njupag;gLj;jpapUf;Fk;.

%yhjhuk;: www.gartner.com rthy;fs; gy;NtW fhuzq;fSf;fhf cs;slf;f re;ijg;gLj;jy; je;jpNuhghaj;ij nraw;gLj;Jk;NghJ epWtdk; Njhy;tpailAk;.

Njhy;tpapd; rhj;jpakhd gFjpfs; Muk;gj;jpy; milahsk; fhzg;gLtJ Kf;fpakhFk;> ,J rthy;fis kjpg;gPL nra;a kw;Wk; epu;tfpf;f tzpfj;ij mDkjpf;fpwJ. mikg;G nra;j kpfg; ngupa jtWfspy; rpytw;iw 'kpfg;ngupa

cs;slf;f re;ijg;gLj;jy; rthy;” tiuglj;jpy; fhzyhk;.

fs Ma;T

'nra;jptoq;fy; xU jhf;fj;ij Vw;gLj;JfpwJ vd;gij cWjpg;gLj;j>

$l;Ltzpfj; njhlh;ghlYf;F Nehf;fk; kw;Wk; ghu;itahsu;fshy; Kd;Dupik

mspf;fg;gl;l xU cWjpahd cs;slf;f cj;jp NjitahFk;"

Draft Version

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264 CA Sri Lanka

3 cs;slf;f re;ijg;gLj;jy; tzpf khjpup

3.1 khjpup tiffs; cs;slf;f re;ijg;gLj;jy; epWtfk; ehd;F tifahd tzpf khjpupfis milahsk; fz;Ls;sJ:

nraw;jpwdhsp (Performer)> ,aq;Fjsk; (Platform)> nraw;gLj;Jdh; (Player) kw;Wk; nrad;KiwayF (Processor). 'xt;nthd;Wk; ,uz;L mstPLfspDs; mlq;Fk;. KjyhtJ tzpf xUq;fpizg;G mstPL. xU Kidapy;> re;ijg;gLj;jy; kw;Wk; njhlh;ghly; FOf;fspd; gpw gFjpfspd; gq;fspg;ghsuhf MjuT toq;Ftjhf cs;slf;f re;ijg;gLj;jy; fhzg;gLfpwJ. tzpf xUq;fpizg;G mstPl;bd; kw;nwhU Kidapy; xU Kf;fpa tzpf je;jpNuhghakhf cs;slf;f re;ijg;gLj;jy; fhzg;gLfpwJ.

kw;iwa mstPL nraw;ghL MFk;. xU Kidapy;> cs;slf;f re;ijg;gLj;jy; vd;gJ cs;Kfkhff; ftdk; nrYj;JfpwJ> mtw;wpd; je;jpNuhgha NjitfSf;F cs;sfj; njhFjpfis Mjupf;fpwJ. kWKidapy;> cs;slf;f re;ijg;gLj;jy; ghu;itahsu;fSldhd Neub cwTfspy; ntspg;Gwkhf ftdk; nrYj;JfpwJ> ePq;fs; thbf;ifahsu;fSf;F toq;ff;$ba mNj ftdj;Jld; ghu;itahsu;fis epu;tfpf;f Ntz;Lk;.

%yhjhuk;;: www.contentmarketinginstitute.com

cs;slf;f re;ijg;gLj;jy; tzpf khjpup vd;gJ mu;g;gzpg;Gs;s tzpf

nrad;Kiwfisg; gad;gLj;jp tzpfj;jpy; je;jpNuhghaj;ij Kiwahf;Ftjw;fhd

xU topahFk;.

Draft Version


CA Sri Lanka 265

%yhjhuk;;: www.contentmarketinginstitute.com

,e;j khjpupfspy; rpy ghu;itahsu;fspd; tpupthf;fj;ij nraw;gLj;Jk; Kfkhf ntspg;Gwkhf ftdk; nrYj;JtJld;> NkYk; rpy tzpfj;jpd; Fwpf;Nfhs;fis Mjupg;gjw;fhf epWtdj;jpw;Fs; cs;sfj;jpy; ftdk; nrYj;Jfpd;wd.

ehd;F tzpf khjpupfspdJk; xU tpupthd tpsf;fk; fPNo nfhLf;fg;gl;Ls;sJ.

nraw;jpwdhsp – Nkd;ikj;Jt ika cs;slf;fk; (COE) ,e;j cs;slf;f re;ijg;gLj;jy; khjpupapd; Kjd;ik ,af;fp ntspg;Gw ghu;itahsu;fSf;F Rthu];akhd cs;slf;fj;ij Neubahf mZFtNjhL xU re;ijg;gLj;jy; JiwAk; ,e;j ghu;itahsu;fSldhd mjd; cwitg; gad;gLj;jp re;ijg;gLj;jy; kw;Wk; njhlh;ghly; ,yf;Ffis ,af;FfpwJ.

nrhe;jkhd Clfj; jsq;fs; my;yJ TedTalks> mjd; nrhe;j A+bA+g; Clfk; my;yJ gpw r%f Clf jsq;fs; Nghd;w ntspg;Gw jsq;fspy; Kftupaplf;$ba ghu;itahsu;fis cUthf;FtNj re;ijg;gLj;jypd; Fwpf;Nfhs; MFk;. Nkd;ikj;Jt ika cs;slf;fk;> epWtdk; kw;Wk; mjd; cw;gj;jpfspy; ntspg;Gw Mu;tj;ij xU jdpj;Jtkhd kw;Wk; ftdk; nrYj;Jk; re;ijg;gLj;jy; cj;jpahf ,af;f gad;gLfpwJ.

,e;j khjpupahdJ Fwpg;ghf gaDs;sjhf ,Uf;Fk;> mq;F irf;fps; Xl;Ljy; Nghd;w gfpug;gl;l Mu;tj;Jld; cw;gj;jpfs; r%fq;fis <u;f;fpd;wd. cjhuzkhf> tpsk;gug;gLj;jg;gl;l epfo;Tfspy; ghu;itahsu;fisg; GJg;gpf;f xU irf;fps; Xl;Ljy; mjd; jsj;ijg; gad;gLj;jyhk;.

nraw;gLj;Jdh; - gq;fspg;ghsh; cs;slf;fk;

,q;Nf> cs;slf;f re;ijg;gLj;jy; vd;gJ gpw cw;gj;jp re;ijg;gLj;jy; kw;Wk;

tzpfj; njhlu;ghly; je;jpNuhghaq;fis ,izj;J Efu;Nthu; Njit

cUthf;fj;jpw;fhd gq;fspg;ghsuhf ghu;f;fg;gLfpwJ. ,e;j khjpup Kjd;ikahf

ghuk;gupa tpsk;gu gyif cs;spl;l xUq;fpize;j re;ijg;gLj;jy;

gpur;rhuq;fspd; Jiz $Wfshff; fhzg;gLfpwJ. nra;jpj;jhs; kw;Wk;

gj;jpupiffs; tpsk;guq;fs; kw;Wk; njhiyf;fhl;rp kw;Wk; thndhyp

tpsk;guq;fs;. gy epWtdq;fs; ,e;j khjpupiag; gad;gLj;jp cs;slf;f

re;ijg;gLj;jiyj; njhlq;Ffpd;wd> mq;F cs;slf;f mzpfs; ghuk;gupa

Draft Version


266 CA Sri Lanka

re;ijg;gLj;jy; kw;Wk; tzpfj;jpy; cs;s gpw jpwd; epiyfs;> nraw;ghLfs;

my;yJ tpw;gid Nghd;wtw;wpw;F ,ilapy; gpupf;fg;gl;l tfpghfq;fis

Nkw;nfhs;fpd;wd. ,q;Nf r%f Clfq;fspd; gad;ghL Fiwthf cs;sJld;

gzpapy; nrhe;jkhd Clfj; jsq;fs; vJTk; ,y;iy.

,e;j khjpup Gjpa njhlf;f epWtdq;fs; my;yJ rpwpa epWtdq;fshy;

gad;gLj;jg;gLfpwJ> mtu;fs; xU jdp re;ijg;gLj;jy; Jiwapy; KjyPL

nra;tjw;fhd Mjhuq;fs; ,y;iy.

,aq;Fjsk; - xUq;fpize;j tzpf cs;slf;fk;

,e;j khjpupapy;> xU epWtdk; cs;slf;f re;ijg;gLj;jy;; tzpfj;jpw;Fs; xU xUq;fpize;j kw;Wk; KOikahf nraw;gLk; tzpfkhf fUJfpwJ> mq;F xU Clf nray;ghl;bd; midj;J mk;rq;fisAk; gz;lf;Fwpapd; vy;iyf;Fs; epu;tfpf;f re;ijg;gLj;jy; FO nghWg;ghFk;. ,e;j khjpupapy;> cs;slf;f re;ijg;gLj;jy; xt;nthU nraw;ghL kw;Wk; KbNthL ,ize;J nraw;gLfpwJ> vdNt midj;J ghuk;gupa Clfq;fs; kw;Wk; r%f Clf jsq;fspy; mjd; midj;J nray;ghLfspYk; Kw;wpYk; rPuikf;fg;gl;l re;ijg;gLj;jy; kw;Wk; njhlh;ghly; je;jpNuhghaj;ij toq;f tzpf eltbf;iffspd; midj;J gFjpfSk; ve;j Neuj;jpYk; KOikahf Gupe;J nfhs;sg;gLfpd;wd.

,e;j khjpupahdJ kpfg; ngupa epWtdq;fspy; kpfTk; gaDs;sjhf ,Uf;fpwJ> Vnddpy; mjd; midj;J cj;jpNahfG+u;t njhlh;ghly;fspd; kPJk; fl;Lg;ghl;il toq;FfpwJ> vdNt ntt;NtW %yq;fspypUe;J Kuz;gl;l ntspg;Gw nra;jpfisj; jtpu;f;fpwJ> ,J xU gz;lf;Fwpapidf; Fiwkjpg;gpw;F cl;gLj;jyhk; my;yJ rPu;Fiyf;fyhk;.

nrad;KiwayF – Nrit cs;slf;fk;

rpy tzpfq;fspy;> mjd; cw;gj;jpfs; my;yJ Nritfspd; jd;ik fhuzkhf cs;slf;fk; kpfTk; rpwg;G tha;e;jjhFk;. vdNt rpwg;G cs;slf;fj;ij cUthf;f Ntz;ba mtrpak; ntspg;gLfpwJ. ,e;j tzpf khjpupapy;> xU Neubf; FO rpy ikag;gLj;jg;gl;l cs;slf;f nray;ghLfSf;F nghWg;Ngw;ff;$Lk;> Mdhy; cs;slf;fj;ij cUthf;Ftjw;F my;y> ,J cs;slf;ff; FOtpd; RUf;fkhd tbtikg;igj; njhlu;e;J cs;slf;fj;ij cUthf;Fk; cw;gj;jp epGzj;Jtj;jpw;F Gwtoq;fy; nra;ag;gLfpwJ.

cjhuzkhf> cau; tptuf;Fwpg;G fzpdp cw;gj;jpahsUf;F> cw;gj;jpfspd; mk;rq;fspd; rpf;fiy tpsf;Fk; rpy cs;slf;fk; Njitg;gLk;> NkYk; njhopEl;g ghu;itahsu;fsplk; rupahd nkhopiag; NgRk;. cw;gj;jp my;yJ njhopEl;g ty;Yeu;fshy; ,ij cUthf;f Ntz;Lk;.

4.1 Kjpu;r;rpj; jd;ik khjpup vd;why; vd;d? cs;slf;f Kjpu;T khjpup re;ijg;gLj;jy; Kjpu;r;rpapd; Kf;fpa gbfis fl;lk;

fl;lkhd Kiwapy; milahsk; fhl;LfpwJ. xt;nthU fl;lKk; mjd;

4 cs;slf;f Kjph;Tj;jd;ik khjpup

epWtdq;fs; jq;fs; cs;slf;f re;ijg;gLj;jy; je;jpNuhghak; vt;tsT typikahdJ my;yJ gytPdkhdJ vd;gij jpwk;gl mstpl KbAk; vd;gij cWjpg;gLj;j Ntz;Lk;. Kjpu;Tj;jd;ik khjpupahdJ tzpfj;jpw;F Kjpu;r;rpapd; mbg;gilapy; ve;epiyapy; ,Uf;fpwJ vd;gijAk;> mtu;fspd; je;jpNuhghaj;ij Kd;Ndw;w my;yJ Nkk;gLj;j mtu;fs; vd;d nra;a Ntz;Lk; vd;gijAk; Gupe;Jnfhs;s cjTfpwJ.

Draft Version


CA Sri Lanka 267

re;ijg;gLj;jy; cs;slf;f Kjpu;r;rpapd; mbg;gilapy; epWtdk; vq;F

mku;e;jpUf;fpwJ vd;gij jPu;khdpg;gJld;> xt;nthU fl;lj;jpYk;> Kjpu;T

khjpupapd; fl;lj;jhy; mstplf;$ba jhf;fq;fSk; tpisTfSk; cs;sd.

cs;slf;f nrad;Kiw Kjph;Tj;jd;ik khjphp

fl;lk; 1 xl;L nkhj;j

fl;lk; 2 mbg;gil

fl;lk; 3 xOq;F gLj;jg;gl;l kw;Wk; kPz;nlOk;

fl;lk; 4 Kfhik nra;aj; jf;f kw;Wk; ePbj;j epw;fj;jf;f

fl;lk; 5 cr;rkhd

Fz

tpay;Gfs;

xUrPuhd eilKiwfs; ,d;ik

rpy cs;slf;f MjuTf; fl;likg;Gf;fs; fhzg;gly;

Copah;fs; epakq;fSf;F <Lghlhf ,Ug;gJld;> gykhd cwTKiw fhzg;gLk;

epakq;fspd; ,og;G ,d;wp jiyikj;Jtk; khw;wg;glyhk;. thbf;ifahsh; NjitfSf;fhd <LghL

epWtdk; KOJk; juk;kpf;f cs;slf;fj;jpd; ngWkjpia Nkk;gLj;jy;

Kd;Ndw;w

nrad;Kiw nghJ

epakq;fs; kw;Wk; nrad;Kiwfis Gjpjhf Muk;gpj;jy;

epakq;fis eilKiwg;gLj;Jtjw;fhd epiyj;j <LghL

Neu mOj;jq;fspd; NghJk; cah; jukhd eilKiwfSf;fhd <LghL

tzpf kw;Wk; thbf;ifahsh; Ghpjy;fis mjpfhpj;jy;

ePbj;J epw;wy; kPjhd Nehf;F

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Ie;J fl;lq;fspy; xt;nthd;Wk; re;ijg;gLj;jy; Kjpu;T khjpupapd; milahsk;

fhzj;jf;f Kf;fpa $Wfs; my;yJ gz;Gfisf; fhl;LfpwJ. xt;nthU fl;lKk;

jw;Nghija fl;lj;ij vt;thW Kd;Ndw;WtJ kw;Wk; mtw;wpd; cs;slf;f

je;jpNuhghaj;ij NkYk; Nkk;gLj;JtJ gw;wpa njspthd topKiwfisAk;

epWtdj;jpw;F toq;FfpwJ.

cs;slf;f je;jpNuhghaj;jpd; Ie;J fl;l nrad;Kiwia gpd;tUkhW tiuaWf;fyhk;:

fl;lk; 1 – xl;Lnkhj;j gz;Gfs;

• cs;slf;f Nkk;ghL njhlu;ghf fl;likg;G kw;Wk; rPuhd eilKiw ,Ug;gjpy;iy

• vOj;jhsu;fs; ngUk;ghYk; NtnwhU Jiwiar; Nru;e;j xUtuhy; gzpaku;j;jg;gLfpwhu;fs; kw;Wk; epu;tfpf;fg;gLfpwhu;fs;.

• vOj;jpd; juk; Kw;wpYk; jdpg;gl;l vOj;jhsiug; nghWj;jjhFk;.

• thbf;ifahsu; Njitfisg; Gupe;J nfhs;s rpwpasT tha;g;Gf;fNs fhzg;gLk; my;yJ tha;g;Gf;fNs ,y;iy.

Draft Version

http://www.slideshare.net/


268 CA Sri Lanka

mLj;j fl;lj;jpw;F Kd;NdWtJ vg;gb:

• jdpg;gl;l cs;slf;f cUthf;Feu;fspilNa xj;Jiog;ig cUthf;Fjy; kw;Wk; nghJthd nrad;Kiwfs; kw;Wk; tbtikg;G juq;fisj; njhlq;f xU Kfhikahsiu epakpj;jy;.

fl;lk; 2 - mbg;gil gz;Gfs;:

• rpy cs;slf;f fl;likg;Gfs; fhzg;gly;.

• Gjpa Kfhik Kd;G jdpikg;gLj;jg;gl;l cs;slf;f cUthf;Feu;fis xd;wpizf;fpwJ.

• efy; rPuhf;fy;> Nkk;ghl;L rPuhf;fy; kw;Wk; rf kjpg;Giufs; cs;spl;l ju cj;juthj eilKiwfis nraw;gLj;Jj; njhlq;Fjy;

• Gjpa eilKiwfs; ngUk;ghYk; fhyf;nfLtpd; mOj;jk;> njhlu;e;J khwptUk; Njitfs; kw;Wk; khw;wj;jpw;F vjpu;g;G Mfpatw;wpd; fPo; iftplg;gLfpd;wd.


• epiyahd thu;g;GUf;fs;> xU eil topfhl;b> xU jpl;l gzpg;gha;T kw;Wk; jpl;l Kfhik eilKiwfis nraw;gLj;Jk; kw;Wk; gpd;gw;w epu;thfj;jpw;F cWjpahd mu;g;gzpg;G Njit.

fl;lk; 3 - xOq;fikf;fg;gl;l kw;Wk; kPz;nlOk; gz;Gfs;:

• ngUk;ghyhd Copau;fs; xNu khjpupahd nrad;Kiwfs;> thu;g;GUf;fs; kw;Wk; juq;fisg; gpd;gw;Wtjpy; cWjpahf cs;sdu;.

• epWtdj;jpw;fhd ghu;it kw;Wk; ,e;j ghu;itia miltjpy; cs;slf;fj;jpd; Kf;fpaj;Jtj;ijf; fhZk; xU tYthd jiytupd; MjuT.

• jpl;lkply; kw;Wk; ju cj;juthj eltbf;iffs; tof;fkhdit kw;Wk; xt;nthU jpl;lj;jpYk; ,izf;fg;gLfpd;wd.

• kuG cs;slf;fj;ij kWtbtikg;G nra;tjw;Fk;> thbf;ifahsu; Ma;Tfs; kw;Wk; cs;slf;f Nrhjidfis Nkw;nfhs;tjw;Fk;> njhlu;r;rpahd fy;tpia Copau;fSf;F toq;Ftjw;Fk; tha;g;Gfs; fhzg;gLfpd;wd.


• Neu mOj;jq;fspd; fPo; $l> jpl;l Kfhik eilKiwfs; cl;gl cau;ju eilKiwfisg; gpd;gw;w epu;thfj;jpw;F cWjpahd mu;g;gzpg;G Njit.

• thbf;ifahsu; Njitfis cs;slf;f Nkk;ghl;Lf;F nfhz;L tUtjw;fhd thbf;ifahsu; Ma;TfSf;fhf cj;Ntfkhd <LghL kw;Wk; xt;nthU tha;g;gpdJk; gad;ghL.

fl;lk; 4 - epu;tfpf;fg;gl;l kw;Wk; epiyahd gz;Gfs;:

• jpl;lkply;> ju cWjp> gzpaku;j;jy; kw;Wk; gapw;rp kw;Wk; ghjPL Mfpatw;wpy; mu;g;gzpg;G ,of;fhky; jiyik khwyhk;.

• thbf;ifahsu; Ma;Tfs;> Njitfs; gFg;gha;T> gad;ghl;bid gFg;gha;T nra;jy; kw;Wk; KjyPl;bd; tUthia epu;tfpj;jy; Mfpatw;wpyhd mjpetPd Kiwfs;.

• ngupa epWtdj;jhy; jpwk;gl mq;fPfupf;fg;gl;L> cw;gj;jp tbtikg;G> re;ijg;gLj;jy;> MjuT> tpw;gid my;yJ gapw;rp Nghd;wd epWtd tpUj;jKiwfs; KOtJk; ngUk;ghYk; Kf;fpa gq;F tfpf;fpwJ.

Draft Version


CA Sri Lanka 269


• jiyikj;Jtj;jpw;F mtu;fspd; tzpf Gupjy; kw;Wk; mjpfupj;j cw;gj;jpj;jpwd;> nryTf; Fiwg;G> thbf;ifahsu; jpUg;jp kw;Wk; je;jpNuhgha tzpf ,yf;FfSf;fhd $l;lzp Mfpatw;iw mjpfupf;f Ntz;Lk;.

fl;lk; 5 – cah;epiyj; jd;ik

gz;Gfs;:

• epWtdk; KOtJk; jukhd cs;slf;fj;jpd; ed;ikfis Nkk;gLj;Jtjpy; jPtpukhf

<LgLjy;

• FO r%f tzpf gFg;gha;Tfis xg;Gf;nfhs;sy;> Vw;Wf;nfhs;sy; kw;Wk; tsu;j;jy;

• cs;slf;f je;jpNuhghak; epWtdj;jpd; tzpf je;jpNuhghaj;Jld; neUf;fkhf

,izf;fg;gLjy;

• FO epWtdj;jpw;Fs;Sk;> cs;slf;f-Nkk;ghl;L r%fj;jpYk; cs;slf;fj;

jiyikia toq;Fjy;

• cs;slf;f ty;Yeu;fs; ,q;F gzpahw;w $Ljyhf tpUk;Gjy;

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4.2 re;ijg;gLj;jy; Kjpu;r;rpj;jd;ik khjpupapd; rthy;fs; kw;Wk; tha;g;Gfs;

rthy;fs; Kjpu;Tj;jd;ik khjpupapy; jw;NghJ epWtdk; vq;F nghUe;JfpwJ vd;gij Vw;gpirT nra;jy; Kf;fpakhFk;. vdNt mjid rupahd Kiwapy; gjpyspf;fTk; khw;wpaikf;fTk; Ntz;Lk;. ,jd; tpsf;fkhdJ> gy mf;fiwjhuu;fspd; cs;sPL my;yJ thbf;ifahsu; gadu; fUj;J $l Njitg;glyhk; vd;gjhy; ,J xU rthyhf ,Uf;fyhk;. ,J jtwhf tiuaWf;fg;gl;lhy;> mtw;wpd; cs;slf;f Kjpu;r;rpapd; mbg;gilapy;> mit jq;fis tpl rpwe;jit vd;W ek;Gtjw;F epWtdj;ij topelj;Jk;.

Kfhik> tsq;fs; my;yJ njhopEl;g nrayhf;fq;fspy; khw;wk; Nghd;w xU epWtdj;jpd; Kjpu;r;rp msit ghjpf;Fk; fhuzpfs; cs;sd vd;gijAk; ftdj;jpy; nfhs;s Ntz;Lk;.

tha;g;Gf;fs; ,jw;F Neu;khwhf> re;ijg;gLj;jy;; Kjpu;T khjpupahdJ fUj;J rupghu;f;fg;gl;lhy; epWtdj;jpw;F xU rpwe;j topfhl;bia toq;f KbAk;. ,e;j khjpupiaj; jOtp> Ra-gpujpgypf;Fk; epWtdq;fs;> mtu;fs; vij Nkk;gLj;jyhk; vd;gjw;fhd cz;ikahd njupTepiyiag; ngw KbAk;> ,Wjpapy; mjd; nray;jpwid mjpfupg;gjd; %yk; mtu;fspd; xl;Lnkhj;j re;ijg;gLj;jy; cj;jpf;F gadspf;Fk;.

5 cs;slf;f re;ijg;gLj;jypd; Nfhl;ghLfs;

cs;slf;f re;ijg;gLj;jy; Nfhl;ghLfs; xU rpe;jidfspd; njhFg;ghFk;. ,e;j

Nahridfs; vz;zpay; re;ijg;gLj;jy;; KOtJk; gy;NtW topfspy;

gad;gLj;jg;gLfpd;wd. tpguk; ngUk;ghYk; NtWgl;lJ> Mdhy; mit xNu

khjpupahd nra;jp kw;Wk; re;ijg;gLj;jy; Nehf;fj;ijg; gfpu;e;J nfhs;fpd;wd.

Draft Version

http://www.contentstrategyinc.com/


270 CA Sri Lanka

5.1 cs;slf;f re;ijg;gLj;jypd; Nfhl;ghLfs; cs;slf;f re;ijg;gLj;jy;; Fwpj;j rupahd nfhs;iffisg; gw;wp khWgl;l fUj;Jf;fs; cs;sd. vdNt xU Fwpg;gpl;l epWtdj;jpidj; jOtp

gad;gLj;jf;$ba gytpjkhd 'nfhs;ifj; njhFjpfs;” cs;sd.

• cs;slf;f re;ijg;gLj;jy;; gFjpapy; Ie;J Kf;fpa nfhs;iffs; cs;sd

vd;W Sumo.com mwpTWj;JfpwJ.

• Nfhl;ghL 1: xU ,yf;fpid itj;jpUj;jy;

• Nfhl;ghL 2: xU tpdhTf;F gjpyspj;jy; my;yJ rpf;fiyj; jPu;j;jy;

• Nfhl;ghL 3: MokhfTk; FWfyhfTk; cl;nry;yy; (mfykhfTk; MokhfTk; ,y;yhky;)

• Nfhl;ghL 4: gadu; mDgtk; (UX) kw;Wk; fl;Gyf; $Wfs; Mfpatw;iw cs;slf;Fjy;;

• Nfhl;ghL 5: fhyNeukw;w cs;slf;fj;ij cUthf;Fq;fs;

xt;nthU cs;slf;f re;ijg;gLj;jy; Nfhl;ghLfSk; gpd;tUkhW NkYk; tpsf;fg;gl;Ls;sJ.

Nfhl;ghL 1: xU ,yf;fpid itj;jpUj;jy;

epWtdq;fs; jw;NghJ vd;d Ntiy nra;fpd;wd vd;gijg; ghu;j;J njhlq;f Ntz;Lk;.

• ,-re;ijg;gLj;jy;; cq;fSf;fhf Ntiy nra;jhy;> kpd;dQ;ry; njhlu;G gl;bay;fis Nrfupj;J tpupthf;Ftij ,yf;fhff; nfhs;Sq;fs;.

• Njly; nehpriy ePq;fs; khw;wpdhy;> Njly; nehpriy cq;fs; ,yf;fhf khw;wTk;.

epWtdq;fSf;F re;ijg;gLj;jy; ,yf;F ,y;iynad;why;> jw;Nghija re;ijg;gLj;jy; cs;slf;fk; nraw;gLfpwjh vd;gij jPu;khdpf;f top fpilahJ. tpw;gid khw;W tpfpjj;jpw;F mjpf re;ijg;gLj;jy;; ve;j Clfj;jpd; mbg;gilapy; xU ,yf;if (Njly; Nghf;Ftuj;J> kpd;dQ;ry; gl;bay;fs; my;yJ ,izatop tpw;gid) Nju;T nra;a epWtdq;fs; fLikahf mwpTWj;jg;gLfpd;wd.

Nfhl;ghL 2: xU Nfs;tpf;F gjpyspf;Fk; my;yJ rpf;fiy jPu;f;Fk; gjpYld; re;ijg;gLj;jy; cs;slf;fj;ij cUthf;Fjy;

,izatopapy; kpfg; ngupa tiyj;jsq;fspy; kpfTk; gpugykhd tiyg;gjpT cs;slf;fj;jpw;F 175 kpy;ypad; tUiffisg; gFg;gha;T nra;tjpypUe;J>

,Jtiu kpfTk; gpugykhd cs;slf;f tif 'vg;gb ,LifapLtJ” vdf;

fz;lwpag;gl;lJ> ,J fpl;lj;jl;l 23% Nghf;Ftuj;ij nrYj;JfpwJ.

• ,e;j tif fl;Liu xU nghJthd Nfs;tpf;F gjpyspg;gjhy; my;yJ

rpf;fiy jPu;f;Fk; vd;gjhy; ,J mu;j;jKs;sjhf ,Uf;fpwJ. cjhuzkhf>

cq;fs; cw;gj;jpia vt;thW epWTtJ.

• ,e;j rpf;fy;fisf; fz;Lgpbf;f> cq;fs; njhopy;Jiwapy; cs;s Efu;Nthu;

jq;fs; ,izatopj; Njly;fspy; vd;d Njly; nrhw;fs; (my;yJ Kf;fpa

nrhw;fs;) gad;gLj;Jfpwhu;fs; vd;gij epWtdq;fs; mwpe;J nfhs;s

Ntz;Lk;.

,e;jg; gFjpapy; ,izatopg; Nghl;bahsh;fs; njhopw;gLk; NghJ> Muha;r;rpia

vt;thW njhlq;FtJ vd;gJ ,e;j tplaq;fisf; ftdj;jpy; nfhs;tjpy;

Muk;gpf;fg;gl Ntz;Lk;.

Draft Version


CA Sri Lanka 271

Nfhl;ghL 3: MokhfTk; FWfyhfTk; (mfykhfTk; MokhfTk; ,y;yhky;)

gue;j jiyg;ghf FWfpa kw;Wk; Mokhd re;ijg;gLj;jy; cs;slf;fj;ij cUthf;f Ntz;Lk;> ,J ,yf;F ghu;itahsu;fis <u;f;Fk;. xU jiyg;G kpfTk; tpupthdjhf ,Ue;jhy;> mJ thrfUld; ,izf;fj; jtwptpLk; my;yJ ftdj;ij rpjwbf;Fk; gy $Wfisf; nfhz;Ls;sJ. Mok; ,y;yhj cs;slf;fk; thrfUf;F Mu;tj;ij Vw;gLj;jhJ> vdNt mit tpiuthf rypg;gile;J NtW vijahtJ efu;j;Jtjhy; ve;j vjpu;tpidAk; ,y;iy.

cjhuzkhf> Fly; MNuhf;fpaj;ijg; gw;wp vy;yhtw;wpYk; xU KO topfhl;bia vOj Kaw;rpg;gij tpl> nfl;by; kw;Wk; gau; (,J fupk vYk;G Fok;ig tpw;fpwJ) frpTs;s Fliy Fzg;gLj;j rpwe;j kw;Wk; Nkhrkhd czTfis vOjpaJ. ,J xU mq;Fy mfyk; (frpT FlYf;fhd czTfs;)> Mdhy; xU iky; Mok;. mit Fzkila xt;nthU topiaAk; tpl> frpAk; Fliyf; Fzg;gLj;j czTfspy; ftdk; nrYj;Jfpd;wd.

Nfhl;ghL 4: gadu; mDgtk; kw;Wk; fl;Gy $Wfis cs;slf;Fjy;

fl;Gyf; fhl;rpfs; nfhz;l fl;Liufs; ,y;yhjij tpl 94% mjpfkhd ghu;itfisg; ngWfpd;wd> NkYk; xspg;glq;fis cs;slf;fpa fl;Liufs;

ntw;W ciu ,Lifia tpl fpl;lj;jl;l 300% cs;tUk; ,izf;Fk; fsq;fisf; fhz;fpd;wd. Vndd;why; fhl;rp cs;slf;fk; kw;Wk; xspg;glq;fs; cs;slf;fj;ij ClhLk; kw;Wk; kpf Kf;fpakhf tUlf; $bajhf Mf;Ffpd;wd.

cq;fs; cs;slf;fj;ij rpyu; gbg;gij mwpe;J nfhs;s Ntz;Lk;. fz;fhzpg;G Ma;Tfs; cq;fs; gadu;fs; cq;fs; KO fl;LiufisAk; gbf;ftpy;iy vd;gijf; fhl;Lfpd;wd> khwhf mtw;iw NkNyhl;lkhfg; ghh;f;fNt fpd;wdh;. ftdk; ciuia tpl gl;bay;fs;> xspg;glq;fs; kw;Wk; glq;fSf;Fr; nry;fpwJ.

vdNt> epWtdq;fs; jq;fs; re;ijg;gLj;jy; cs;slf;fj;ij kpfTk; gaDs;sjhf khw;w ,uz;L tp\aq;fis cWjpg;gLj;j Ntz;Lk;:

• glq;fis ,izj;jy;> jiyg;G> ciuia cilj;jy; kw;Wk; FWfpa xspg;glq;fis cl;nghjpg;gjd; %yk; cs;slf;fj;ij vspjhf ];Nfd; nra;a KbAk; vd;gij cWjpg;gLj;jTk;.

• cq;fs; cs;slf;fj;ij vspjpy; nry;yf;$bajhf;Ftjd; %yk; ,yf;F ghu;itahsu;fis tiyg;gf;fj;jpy; itj;jpUq;fs;.

Nfhl;ghL 5: fhykw;w cs;slf;fj;ij cUthf;fTk;

,e;j Nfhl;ghLfisg; gpd;gw;Wk; cs;slf;f re;ijg;gLj;jy; cUthf;f xU

Fwpg;gplj;jf;f Neu KjyPl;il vLf;fyhk;.

• ,e;j tif cs;slf;fj;ij cUthf;f Fiwe;jJ 12 kzpNeuk; Kjy; 60

kzpNeuk; tiu nrytopf;f epWtdq;fs; jpl;lkpl Ntz;Lk;> (my;yJ mjw;F

Nkw;gl;lit).

• epWtdq;fs; xU khjj;jpy; my;yJ xU tUlj;jpy; fhyhtjpahd

cs;slf;fj;ij cUthf;Ftjpy; Fwpg;gplj;jf;f Neuj;ij nrytpLtijj;

jtpu;f;f Ntz;Lk;. mjdhy;jhd;> cs;slf;f re;ijg;gLj;Jgtu;fs; vd;Wk;

gRikahd cs;slf;fk; (Evergreen Content) vd;W miog;gij cUthf;f

epWtdq;fs; Mirg;gl Ntz;Lk;> ,J khu;f;nfl;bq; cs;slf;fkhFk;> ,J

ePz;l fhyj;jpw;F gaDs;sjhf ,Uf;Fk;> NkYk; re;ijapy; gz;lf;Fwp

tpopg;Gzu;T> mq;fPfhuk; kw;Wk; tpRthrj;ij tYg;gLj;j kPz;Lk; kPz;Lk;

gad;gLj;jg;gl Ntz;Lk;.

'rw;WKd; fpilj;j nra;jp” ,Liffs; Nghd;w Neuj;jpw;Fl;gl;l cs;slf;fk;

Muk;gj;jpy; rpwg;ghf nray;gLfpwJ> Mdhy; ,J tiy neupry;> kpd;dQ;ry;

re;jhjhuu;fs; my;yJ ,izatop tpw;gidahf khw;Wtjw;fhd ePbj;j

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272 CA Sri Lanka

Mjhuky;y.

gRikahd cs;slf;fj;Jld; $l> Kf;fpa nra;jpfisg; GJg;gpg;gjd; %yKk;>

gioa vLj;Jf;fhl;Lfis khw;Wtjd; %yKk;> Gjpa Rthu];akhd Muha;r;rp>

Gs;sptptuq;fs; kw;Wk; epGzu; Nkw;Nfhs;fSld; cs;slf;fj;ijg; GJg;gpg;gjd;

%yKk; epWtdq;fs; jq;fs; re;ijg;gLj;jy; cs;slf;fj;ij jtwhky;

GJg;gpf;FkhW mwpTWj;jg;gLfpd;wd. epWtdq;fs; jq;fs; re;ijg;gLj;jypy;

cs;slf;fk; Fwpj;j Efu;Nthu; fUj;Jf;fisg; gbj;J vLj;Jf;nfhs;tJld;

,izatopf; fUj;JfSf;F gjpyspf;f Ntz;Lk;.

%yhjhuk;;: www.sumo.com

epWtdq;fs; Mz;Lf;F xU Kiw jq;fs; %yf;fy;ypd; re;ijg;gLj;jy;

cs;slf;fj;ijg; GJg;gpf;f mwpTWj;jg;gLfpd;wd> NkYk; mij vg;NghJk;

Nkk;gLj;jpf; nfhz;Nl ,Uf;Fk;.

cs;slf;f repijg;gLj;jypy; ,e;j Ie;J Nfhl;ghLfspypUe;J Kf;fpakhd

cjhuzk; vd;dntd;why;> epWtdj;jpw;F xU re;ijg;gLj;jy; %Nyhghaj;ij

Kiwg;gLj;j my;yJ mjd; ,izatop cs;slf;fj;jpw;fhd jpl;lj;ij

nraw;gLj;j xU nfhs;iffs; my;yJ topfhl;Ljy;fs; mtrpak;. Efu;Nthu;

fUj;J> Nghl;bahsu; eltbf;iffs; my;yJ ,iatop nehprypy; tPo;r;rpf;F

kl;LNk gjpyspf;Fk; xU tzpfj;jpw;F mupjhd> jw;fhypf jPu;Tfis toq;FtJ

NghjhJ.

cs;slf;fk; kw;Wk; vz;zpay; je;jpNuhghaj;ij tsu;g;gjpy; cz;ikapNyNa

Nghl;b kw;Wk; ntw;wpfukhf ,Uf;f> xU epWtdk; mjd; cs;slf;f

re;ijg;gLj;jy; xU KOikahd xUq;fpize;j tzpf nrad;Kiwahf

njhlu;e;J epu;tfpj;J Nkk;gLj;j Ntz;Lk;.

6 ,yj;jpudpay; re;ijg;gLj;jypd; ,ay;G kw;Wk; Nehf;nfy;iy

6.1 kpd;dQ;ry; re;ijg;gLj;jy; vd;why; vd;d? kpd;dQ;ry; re;ijg;gLj;jiy Oberlo.com tptupf;fpwJ:

epWtdq;fs; jq;fs; kpd;dQ;ry; re;ijg;gLj;jy; gpur;rhuj;jpy; ifnaOj;jpl;l

egu;fspd; gl;baYf;F jdpg;gadhf;fg;gl;l tzpf re;ijg;gLj;jy; nghUl;fSld;

,yf;F nra;jpfis mDg;Gk; re;ijg;gLj;jy; ClfkhFk;. kpd;dQ;ry;

repijg;gLj;jypd; Nehf;fk; kf;fis xU epWtdj;jpd; tiyj;jsj;jpw;F

mioj;Jr; nry;tJ my;yJ tpw;gidahsuplkpUe;J thq;FtjhFk;. rkPgj;jpa

Mz;Lfspy; kpd;dQ;ry; re;ijg;ggLj;jy; Ntfkhf tsu;r;rpaile;Js;sjd;%yk;

kpd;dQ;ry;fSf;Fs; cs;slf;fj;ijj; jdpg;gadhf;FtJld;> mjpf gpupT

ghu;itahsu;fisAk; cUthf;f KbAk;. '

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'vz;zpay;" R+oypy;> kpd;dQ;ry; re;ijg;gLj;jy; vd;gJ kpfTk; ghuk;gupakhd

re;ijg;gLj;jy; tbtq;fspy; xd;whFk;. r%f> ifj;njhiyNgrp kw;Wk;

gug;giyg; Nghyd;wp> kpd;dQ;ry; re;ijg;gLj;jy; xU jrhg;jj;jpw;Fk; Nkyhf

epWtdq;fshy; ntw;wpfukhfg; gad;gLj;jg;gLtJld;> vz;zpay;

re;ijg;gLj;jy;; kpf Kf;fpakhd tbtkhf cs;sJ.

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CA Sri Lanka 273

6.2 kpd;dQ;ry; re;ijg;gLj;jy; nrad;Kiw kpd;dQ;ry; re;ijg;gLj;jy; gy jdpg;gl;l gbfshf gpupf;fg;glyhk;. ,it xd;whf

nraw;ghl;il cUthf;Ffpd;wd.

,yj;jpudpay; re;ijg;gLj;jy; nrad;Kiw

%yhjhuk;;: www.soffront.com ntw;wpfukhd kpd;dQ;ry; re;ijg;gLj;jy; gpur;rhuj;jpw;F 'ftdpf;fg;gLtJ'> mj;Jld; nghUj;jkhd 'nghUs; NfhLfs;' Mfpait gpd;tUtdtw;NwhL

,ize;J ,Ug;gij Suffront.com jPu;khdpf;fpwJ.

• RUf;fkhf itj;jpUj;jy;: ,Wf;fkhd nghUs; tupir jpwe;jjhff; fhzg;gl mjpf tha;g;Gs;sJ

• jdpg;gadhf;Fjy;: jdpg;gadhf;fg;gl;l kpd;dQ;ry; nra;jpfs; nrhLf;fy; tpfpjq;fis fzprkhf Nkk;gLj;Jfpd;wd

• fye;Jitj;jy;;: ePq;fs; nra;jpkly;fis mDg;GfpwPu;fs; vd;why;> cq;fs; nghUs; tupia jtwhky; GJg;gpf;f Ntz;Lk;.

%yhjhuk;: www.soffront.com

Draft Version

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274 CA Sri Lanka

6.3 kpd;dQ;ry; re;ijg;gLj;jYf;fhd fpuak; kpd;dQ;ry; re;ijg;gLj;jy; rk;ge;jg;gl;l xU gpur;rhuk; rpy fhuzpfisg;

nghWj;jjhFk;> cjhuzkhf> cs;slf;fk; vt;tsT fhyj;Jf;F xUKiw

tpepNahfpf;fg;gl Ntz;Lk;> mJ vt;tsT jdpg;gadhf;fg;gLk;> mjhtJ

Fwpg;gpl;l Gs;sptptuq;fs; my;yJ ,yf;F gadu;fSf;F njhlu;Gila

cs;slf;fj;jpy; khw;wq;fs; cs;sdth?

Clf jsj;ij mikg;G vt;thW jPu;khdpf;fpwJ vd;gJk; tpiyapy; jhf;fj;ij

Vw;gLj;Jk;.

'kpd;dQ;ry; re;ijg;gLj;jy; nra;tjw;F ePq;fs; xJf;Fk; rupahd njhif gy

fhuzpfisg; nghWj;jJ' vd;W Webfx.com epWtpAs;sJ.

,it cs;slf;FtJ: • Mz;L tUtha;

• ,izatopapy; cUthf;fg;gLk; xl;Lnkhj;j tUthapd; rjtPjk;

• njhopw;Jiw

• ePq;fs; tpw;Fk; cw;gj;jp my;yJ Nrit

• cq;fs; xl;Lnkhj;j vz;zpay; re;ijg;gLj;jy; ,yf;Ffs; NkYk;> 'ruhrupahf> xU eLj;ju mstpyhd tzpfk; jq;fs; gpur;rhuq;fis Rakhf epu;tfpj;jhy; (jsk; kw;Wk; re;jhjhuu;fspd; vz;zpf;ifiag; nghWj;J)

kpd;dQ;ry; re;ijg;gLj;jy; kPJ khjj;jpw;F $9 - $1,000 nrytopf;f

vjpu;ghu;f;fyhk;” my;yJ

'mtu;fs; xU epWtdj;Jld; gzpGupe;jhy; khjj;jpw;F '$300 - $500 vjph;ghh;f;fyhk;”.

%yhjhuk;: www.webfx.com

,jd; ,yq;if &gh ngWkjp &gh 1>585.89 - &gh 176>210.46 Ra Kfhik kw;Wk;

&gh 52>863.14 - &gh 88>105.23 khjj;jpw;F xU epWtdj;jpy; Kftuhfg; gzpGupAk;.

[%yhjhuk;: XE.com accessed 24th July 2019].

6.4 kpd;dQ;ry; re;ijg;gLj;jypd; mD$yq;fs; kpd;dQ;ry; re;ijg;gLj;jypd; tzpf ed;ikfis Optin Monster ,t;thW tptupf;fpwJ:

1 kpd;dQ;ry; vd;gJ jfty; njhlu;G Clfq;fspy; Kjyplj;jpy; cs;sJ.

Fiwe;jJ 99% Efu;Nthu; jpdrup jq;fs; kpd;dQ;riy rupghu;f;fpwhu;fs;

vd;W fUjg;gLfpwJ. r%f Clf jsq;fs; cl;gl NtW ve;j njhlh;ghly;

Clfq;fisAk; gw;wp nrhy;y KbahJ.

2 epWtdq;fs; jq;fs; kpd;dQ;ry; gl;baiy itj;jpUf;fpd;wd.

ve;jnthU r%f Clf jsj;jpYk;> cq;fs; fzf;F (cq;fs; urpfu;fs;

kw;Wk; ,LiffSld;) ve;j Neuj;jpYk;> ve;j fhuzj;jpw;fhfTk;>

Kd;dwptpg;gpd;wp ,ilepWj;jg;glyhk; my;yJ ePf;fg;glyhk;. ,Ug;gpDk;>

kpd;dQ;ry; fzf;Ffs; khwhJ kw;Wk; r%f Clf jsj;jhy;

,ilepWj;jg;gl KbahJ. ,jd; nghUs; epWtdq;fs; mtw;wpd;

nrhe;jkhFk;. r%f Clf gl;bay;fis tpl epue;ju kw;Wk; ek;gfkhd

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CA Sri Lanka 275

kpd;dQ;ry; gl;bay;fs; kw;Wk; ve;j r%f Clf jsKk; me;j kpd;dQ;ry;

jlq;fis mfw;w KbahJ.

3 r%f Clf re;ijg;gLj;jiy tpl kpd;dQ;ry; re;ijg;gLj;jy; tpw;gidia rpwg;ghf khw;WfpwJ

kpd;dQ;ry; rYiffs; ngwhjtu;fis tpl kpd;dQ;ry; %yk; tpw;gid

nra;ag;gLk; nghUl;fis thq;Fk; egu;fs; mjpf gzk; nrytpLfpwhu;fs;.

,e;j FO jahupg;GfSf;F gzj;ij nrytopf;f mjpf tpUg;gk;

nfhz;bUe;jhy;> kpd;dQ;ry; re;ijg;gLj;JjYf;F gjpyspf;Fk; egu;fis

Fwpitg;gJ xU re;ijg;gLj;Jgtu; Gj;jprhypahthh;. r%f Clfq;fs;

,d;Dk; rpwg;ghf khw;wg;gLfpwjh vd;W ePq;fs; Nahrpf;fpwPu;fs; vd;why;>

kPz;Lk; rpe;jpAq;fs;: xU kpd;dQ;rypd; ruhrupf; fl;lisg; ngWkjp r%f

Clfq;fis tpl Fiwe;jJ 3 klq;F mjpfkhFk;.

%yhjhuk;: www. optinmonster.com

gpw tifahd ,iza tpsk;guq;fis tpl kpd;dQ;ry; re;ijg;gLj;jypd;

ed;ikiaAk; fUj;jpy; nfhs;tJ ngWkjp kpf;fjhFk;. kpd;dQ;ry; tpsk;guk;

gadupd; fzf;fpw;F Neubahf mDg;gg;gLk;> jpwe;jTld; kjpg;gha;T

nra;ag;gLk;. tiyg;gf;fq;fspy; ,iza tpsk;guk; ,J nra;jpia Nehf;fk;

nfhz;l ghu;itahsu;fSld; njhlu;Gnfhs;tijj; jLf;Fk; itu];

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nkd;nghUshy;' jLf;fg;gLtjw;fhd rhj;jpaf;$Wfisf; nfhz;Ls;sJ>

7 cs;slf;f re;ijg;gLj;jypy; ,-re;ijg;gLj;jypd; gpuNahfk;

7.1 kpd;dQ;ry; kw;Wk; cs;slf;f re;ijg;gLj;jy; xUq;fpizj;jy; kpd;dQ;ry; kw;Wk; cs;slf;f re;ijg;gLj;jy;; xUq;fpizg;gjw;fhd Kf;fpa mk;rk; thbf;ifahsu; re;jhjhuu;fsplkpUe;J tUk; gpd;D}l;lj;jpd; mbg;gilapy; cs;slf;f re;ijg;gLj;jy;; khw;wpaikg;gjhFk;> Mdhy; mtu;fspd; fUj;ijf; Nfl;gJ kw;Wk; fUj;Jf;F gjpyspg;gjpYk; ftdk; nrYj;j Ntz;Lk;.

xU epiyahd nra;jpia tYg;gLj;jTk;> ,e;j nra;jpfisg; gfpu Efu;Nthiu Cf;Ftpf;fTk; midj;J re;ijg;gLj;jy; kpd;dQ;ry; njhlh;ghly;fspYk; cs;slf;f re;ijg;gLj;jy; nra;jpfis ,izg;gJNk ,jd; fUj;jhFk;.

kpd;dQ;rypy;> ,iza jsq;fs; kw;Wk; r%f Clfq;fspy; Kd;Ndhf;fp nghj;jhd;fs; cs;slf;fj;ijg; gfpu;tJ nghJthdjhFk;> xU egupd; njhlu;Gfspd; gl;baYld;> Kbe;jtiu vspjhdJ> vdNt mit mt;thW nra;a mjpf tpUg;gk; nfhz;Ls;sdh;. kpd;dQ;ry; re;ijg;gLj;jy;; cs;slf;f khu;f;nfl;by; ,izf;f kw;Wk;

gad;gLj;j VO topfis Campaignmonitor.com gupe;Jiuf;fpwJ.

1 cq;fs; kpd;dQ;ry; re;jhjhuu; gl;baiy ntt;NtW Efu;Nthu; tiffshfg; gpupf;fTk;> vdNt ntt;NtW FOf;fSf;F KiwapLk; Nehf;fpy; ntt;NtW re;ijg;gLj;jy; nra;jpfis ntt;NtW ,yf;F FOf;fSf;F mDg;g KbAk;.

2 cq;fs; re;jhjhuu;fspd; re;ijg;gLj;jy; cs;slf;f tpUg;gq;fisg; gw;wp kpd;dQ;ry; fzf;nfLg;Gfis mDg;gTk;.

xU ey;y je;jpNuhghaf; fl;likg;gpd; xU gFjpahf cs;slf;f

re;ijg;gLj;jYld; ,ize;J kpd;dQ;ry; re;ijg;gLj;jy; Nkw;nfhs;sg;gLfpwJ.

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276 CA Sri Lanka

3 cq;fs; re;ijg;gLj;jy; cs;slf;fj;ij r%f Clfq;fspy; gfpu re;jhjhuu;fis Cf;Ftpf;fTk;.

4 cq;fs; vy;yh re;ijg;gLj;jy; cs;slf;fj;jpYk; epiyahd gz;lf;Fwpf; Fuiyg; NgzTk;.

5 kpd;dQ;ry; nra;jp> gpuj;jpNaf rYiffs;> tpsk;guq;fs; kw;Wk; gpuj;jpNaf epfo;Tfs; my;yJ cw;gj;jpfs; %yk; gz;lf;Fwp tpRthrj;ijAk; ek;gpf;ifiaAk; cUthf;Fq;fs;.

6 miltpid mjpfhpf;f cq;fs; re;jhjhuu; gl;baiy njhlu;e;J mjpfupf;fTk;.

7 ,Wjp re;ijg;gLj;jy; cs;slf;fk; ntspaplg;gLtjw;F Kd;du; jhf;f nray;jpwid mstpl ntt;NtW Jizf;FOf;fSld; ntt;NtW

re;ijg;gLj;jy; cs;slf;f jiyg;Gfspd; A/B Nrhjidiag; gad;gLj;jTk;.

%yhjhuk;: www.campaignmonitor.com

xU khjpup ,yf;F ghu;itahsu;fSld; rpwg;ghf nraw;gLtij jPu;khdpf;f>

tiyg;gf;fj;jpd; ,uz;L ntt;NtW gjpg;Gfs;> kpd;dQ;ry; nra;jp my;yJ

re;ijg;gLj;jy; cs;slf;fk;> mry; kw;Wk; khWghl;il xg;gpl;Lg; ghu;f;f

re;ijg;gLj;Jgtu;fis V/gp Nrhjid mDkjpf;fpwJ. kpfTk; Gs;sptptu uPjpahf

gaDs;s gjpg;igj; Nju;e;njLg;gNj ,jd; Fwpf;NfhshFk;. ntWkNd> mry;

kw;Wk; khWghl;bw;F ,ilNa xNu xU Fwpg;gplj;jf;f tpj;jpahrk; ,Uf;Fk;>

vdNt xU epWtdk; re;ijg;gLj;jy; cs;slf;fj;jpw;F vjpu;tpid

Mw;Wtjw;fhd fhuzj;ij Rl;bf;fhl;l KbAk;.

tiyg;gf;fq;fs; kw;Wk; cs;slf;f re;ijg;gLj;jy; Mfpatw;wpd; jhf;fj;ij

mjpfupf;f gy;NtW khw;wq;fSld; A/B Nrhjid gyKiw nra;ag;glyhk;. A/B Nrhjid re;ijg;gLj;jy;; nra;tjw;F tpQ;Qhd Kiwia nfhz;L tUtJld; re;ijg;gLj;jy;; nra;jpfis Nkk;gLj;j juT MjuT KbTfis toq;Ftjhy; vLNfhs;fis ePf;fp gytpjkhd njhlh;ghly;fspYk; gad;gLj;jyhk;. mj;Jld; ,Wjp re;ijg;gLj;jy; cs;slf;fk; ntspaplg;gLtjw;F Kd;G gy khwpfisf; fUj;jpy; nfhs;syhk;.

2000 Mk; Mz;by;> $fps; mjd; gl;bay;fs; gf;fq;fspy; fhz;gpf;f cfe;j

Njly; KbTfspd; vz;zpf;ifia mwpa V/gp Nrhjidiag; gad;gLj;jpaJ.

%yhjhuk;: https://digitalmarketingmagazine.co.uk

kpd;dQ;ry; re;ijg;gLj;jypd; vjpu;fhyk; kpd;dQ;ry; re;ijg;gLj;jy;; kw;Wk; mjd; gad;ghL Mfpatw;wpd; vjpu;fhyk; jdpg;gadhf;fk;> ngUe;juT kw;Wk; gFg;gha;T Mfpatw;wpy; ngupJk; ftdk; nrYj;JfpwJ. vjpu;fhy nfhs;Kjy; elj;ijfis vjpu;ghu;g;gjw;F ngUe;juT gad;gLj;jg;gLtJld; Njit kw;Wk; mikg;Gfs; ,e;j elj;ijfspd; mbg;gilapy; gpupf;fg;gl;l kw;Wk; jdpg;gl;l kl;lq;fspy; jhdhfNt re;ijg;gLj;jy; cs;slf;fj;ijj; jdpg;gadhf;Ffpd;wd.

RWRWg;ghd kpd;dQ;ry; re;ijg;gLj;jy;; ngWtJ xU epWtd ,yf;fhf ,Uf;fyhk;> mq;F jhdhf cUthf;fg;gl;l kpd;dQ;ry; jdpg;gadhf;fk; epfo;Neuj;jpy; epfOk;> ,J GJg;gpj;j> njhlu;e;J gFg;gha;T nra;ag;gl;l jutpd; mbg;gilapy;.

juTg; gpbg;G> nrayhf;f rf;jp kw;Wk; GJikf;fhd njhopEl;gk; ngupa juT gFg;gha;T> epfo;Neuj;jpd; mbg;gilapy; jdpj;Jtkhd> jdpg;gadhf;fg;gl;l cs;slf;fj;ij cUthf;f epWtdq;fis mDkjpf;Fk; xU fl;likg;ig

toq;FfpwJ. ,J jd;dpaf;fj;ij mbg;gilahff; nfhz;l B2C jdpg;gl;l cwTfis mDkjpf;Fk;> ,J tzpfj;jpw;F xt;nthU Efu;Nthu; elg;G kw;Wk; fzpf;fg;gl;l nfhs;Kjy; KiwfisAk; mwpa cjTk;.

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CA Sri Lanka 277

7.2 fzf;fpay; kw;Wk; epjpj;njhopy;rhu; egu;fspdhy; jPu;khdk;

Nkw;nfhs;s cs;slf;f re;ijg;gLj;jy; vt;thW gad;gLk;? Fwpg;gpl;l Fwpf;Nfhs;fis miltjw;fhf> epWtdj;jpd; mf;fiwjhuu;fshy; gFg;gha;T kw;Wk; KbTfshy; cs;slf;f re;ijg;gLj;jy; ,af;fg;gLk;. ,e;j Row;rpapy; epjprhh; mf;fiwjhuu;fs; <Lgl Ntz;Lk;> ,J epWtdj;jpd; xl;Lnkhj;j Njitfisg; Gupe;Jnfhs;s cjTfpwJ> Vnddpy; ,J vjpu;fhy jPh;khdk; Nkw;nfhs;Sk; midj;J gFjpfisAk; ghjpf;Fk;.

tiyj;js nehpry; kw;Wk; cs;slf;f re;ijg;gLj;jiyf;; nfhs;tdTf; nfhLf;fy;thq;fy;fshf khw;Wtjd; mbg;gilapy; re;ijg;gLj;jy; nrytpdq;fis xg;gpl;L> re;ijg;gLj;jy; ghjPl;by; ifnahg;gkpl my;yJ gzg; ngWkjpf;fhd Ntiyfis kjpg;gPL nra;a epjpf; FO Nghd;w epjprhh; mf;fiwFjhuu;fs; Njitg;gLj;jg;glyhk;.

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278 CA Sri Lanka

cs;slf;f re;ijg;gLj;jy; vd;gJ ,yhgfukhd thbf;ifahsu; eltbf;ifia

,af;Fk; Nehf;fj;Jld;. xU njspthf tiuaWf;fg;gl;l ghu;itahsu;fis

<u;f;fTk; ngwTk; kjpg;Gkpf;f> nghUj;jkhd kw;Wk; epiyahd cs;slf;fj;ij

cUthf;fp tpepNahfpf;Fk; xU re;ijg;gLj;jy; El;gkhFk;.

cs;slf;f Kjpu;T khjpupahdJ Kjph;Tj;jd;ikapd; Kf;fpa gbfis fl;lk;

fl;lkhf milahsk; fhl;LfpwJ. xt;nthU fl;lKk; mjd; cs;slf;f

Kjpu;r;rpapd; mbg;gilapy; mikg;G vq;F mike;jpUf;fpwJ vd;gij

jPu;khdpf;fpwJ.

cs;slf;f re;ijg;gLj;jy; epWtfk; ehd;F tifahd tzpf khjpupfis milahsk; fz;Ls;sJ: nraw;jpwd;> ,aq;Fjsk;> nraw;gLdh; kw;Wk; nrad;KiwayF.

kpd;dQ;ry; re;ijg;gLj;jy; vd;gJ epWtdq;fs; jq;fs; kpd;dQ;ry; re;ijg;gLj;jypy; gpur;rhuj;jpy; ifnaOj;jpl;l egu;fSf;F jdpg;gadhf;fg;gl;l tzpf re;ijg;gLj;jy; nghUl;fSld; ,yf;F nra;jpfis mDg;GjyhFk;.

re;ijg;gLj;jy; fUtpahf kpd;dQ;rypd; ed;ikfs;: kpd;dQ;ry; vd;gJ jfty;

njhlu;G Clfq;fspy; Kjyplk;; ngWtjhy; epWtdq;fs; jq;fs; kpd;dQ;ry;

njhlu;G gl;baiy itj;jpUg;gJld; kpd;dQ;ry; re;ijg;gLj;jy; r%f Clf

re;ijg;gLj;jiy tpl tpw;gidia rpwg;ghf khw;WfpwJ.

A/B Nrhjid vd;gJ khjpup ,yf;F ghu;itahsu;fSld; rpwg;ghf

nray;gLfpwJ vd;gij jPu;khdpf;f> ,uz;L ntt;NtW gjpg;Gfis mry; kw;Wk;

khWghl;il xg;gpl;L khu;f;nfl;bq; cs;slf;fj;ij Nrhjpf;f xU rpwe;j

fUtpahFk;.

mj;jpahar; RUf;fk;

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CA Sri Lanka 279

PRO

GRES

S TE

ST

1 kpd;dQ;ry; re;ijg;gLj;jypy; vj;jid gbfs; Fwpg;gplg;gLfpd;wd?

2 %d;W tifahd cs;slf;f re;ijg;gLj;jy;fisg; ngahpLf.

3 cs;slf;f re;ijg;gLj;jy; gFjpapy; ftdpf;fg;gl Ntz;ba Ie;J Kf;fpa Nfhl;ghLfisg; gl;baypLf.

4 Gjpa njhlf;f epWtdj;jpw;F ve;j cs;slf;f re;ijg;gLj;jy; tzpf khjpup gupe;Jiuf;fg;gLfpwJ?

5 capupay; kw;Wk; ,urhadtpay; gFg;gha;T ,ae;jpuq;fs; Nghd;w tpQ;Qhdf; fUtpfspd; cw;gj;jpahsUf;F ve;j cs;slf;f re;ijg;gLj;jy; tzpf khjpup gupe;Jiuf;fg;gLfpwJ?

6 re;ijg;gLj;jy; fUtpahf kpd;dQ;ry; Vd; kpfTk; gaDs;sjhf ,Uf;fpwJ?

7 cs;slf;f re;ijg;gLj;jypy; fhyNeukw;w cs;slf;fj;ij cUthf;Fk; nfhs;ifia tpsf;Ff.

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280 CA Sri Lanka

ANSW

ERS

TO P

ROGR

ESS

TEST

1 Ie;J gbfs; cs;sd. mitahtd: tiuaWj;jy;> Nrhjid> mDg;Gjy;> mstpLjy; kw;Wk; mwpf;ifaply;.

2 cs;slf;f re;ijg;gLj;jy; tiffspy; tiyg;gjpTfs;> jfty; tiufiyfs;>

,-E}y;fs;> nts;isj;jhs;fs;;> Nrhjidg; gl;bay;fs;> xspg;glk;> Neu;fhzy;fs;>

tPbNahf;fs;> r%f Clf ,Lif kw;Wk; fs Ma;Tfs; Mfpait mlq;Fk;.

3 cs;slf;f re;ijg;gLj;jy; gFjpapy; ftdpf;fg;gl Ntz;ba Ie;J Kf;fpa

Nfhl;ghLfshtd:

• Nfhl;ghL 1: xU Fwpf;Nfhis itj;jpUj;jy;

• Nfhl;ghL 2: xU tpdhTf;Fg; gjpyspj;jy; my;yJ rpf;fiyj; jPu;j;jy;

• Nfhl;ghL 3: MokhfTk; FWfyhfTk; (mfykhfTk; MokhfTk; ,y;yhky;)

cl;nry;yy;

• Nfhl;ghL 4: gadu; mDgtk; (Avf;];) kw;Wk; fl;Gyf;$Wfs; Mfpatw;iw

cs;slf;Fjy;

• nfhs;if 5: fhyNeukw;w cs;slf;fj;ij cUthf;Fjy;

4 xU RahjPd re;ijg;gLj;jy; Jiwia tsg;gLj;j tzpf NghJkhd msT

tsUKd;> tzpfj;jpy; cs;s ghuk;gupa re;ijg;gLj;jy; kw;Wk; gpw jpwd;

epiyfSf;F ,ilapy; tfpghfq;fs; gpupf;fg;gl Ntz;bapUg;gjhy; cs;slf;f

nraw;gLdh; khjpup gupe;Jiuf;fg;gLfpwJ.

5 mjd; cw;gj;jpfs; kw;Wk; Nritfspd; rpf;fyhd jd;ik my;yJ njhopEl;gj;

jd;ik fhuzkhf cs;slf;fk; kpfTk; rpwg;G tha;e;jjhf ,Uf;f Ntz;Lk;

vd;gjhy; cs;slf;f nrad;KiwayF khjpup gupe;Jiuf;fg;gLfpwJ.

6 re;ijg;gLj;jy;; fUtpahf kpd;dQ;ry; kpfTk; gaDs;sjhf ,Uf;fpwJ> Vnddpy;

Fiwe;jJ 99% Efu;Nthu; jpdrup jq;fs; kpd;dQ;riy ghPl;rpg;gJld;> xU

kpd;dQ;rypd; ruhrupf; fl;lisg; ngWkjp r%f Clfq;fis tpl Fiwe;jJ 3

klq;F mjpfkhf ,Uf;Fk; vd;W fUjg;gLfpwJ. $Ljyhf> epWtdq;fs;

kpd;dQ;ry; njhlu;G gl;bay;fis r%f Clf fzf;Ffisg; Nghyd;wp r%f

Clf jsq;fshy; epWj;jyhk;.

7 cs;slf;f re;ijg;gLj;jypy;> cs;slf;fj;ij cUthf;f xU Fwpg;gplj;jf;f

fhyNeu KjyPl;il vLf;f KbAk; vd;gjhy;> fhyNeukw;w cs;slf;fj;ij

cUthf;FtJ Ie;J nfhs;iffspy; xd;whFk;. epWtdq;fs; xU khjj;jpy;

my;yJ xU tUlj;jpy; fhyhtjpahfj;jf;f cs;slf;fj;ij cUthf;Ftjpy;

Neuj;ij nrytpLtijj; jtpu;f;f Ntz;Lk;.

Draft Version

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Volume II Tamil - CA Sri Lanka · CA SRI LANKA CURRICULUM 2020 STUDY TEXT (Tamil ) Volume II Draft Version