Ta'lim fidoyilariZakirova Gulnoza Qudratovna
Madaminov Shahboz Maxmudjon o‘g‘li
10.5281/zenodo.20628889
Annotatsiya
Mazkur ilmiy maqolada marketing strategiyalarining shakllanishining iqtisodiy asoslari, ularning korxona raqobatbardoshligi va bozor qiymatini yaratishdagi o‘rni, shuningdek, raqamli iqtisodiyot sharoitida yuzaga kelayotgan zamonaviy tendensiyalar kompleks tarzda tahlil qilinadi [3]. Tadqiqotning maqsadi marketing strategiyalarining nazariy-evolyutsion rivojlanishini, ularning shakllanishiga ta’sir etuvchi makro va mikroiqtisodiy omillarni hamda sun’iy intellekt, Big Data, omnichannel, kontent va yashil marketing kabi yangi yo‘nalishlarning iqtisodiy mazmunini ochib berishdan iborat [2]. Tadqiqot metodologiyasi sifatida tizimli tahlil, qiyosiy tahlil, statistik tahlil, SWOT tahlil, trend tahlili, shuningdek, deduktiv va induktiv yondashuvlardan foydalanildi [9]. Tahlil natijalari marketing strategiyasi resurslarni taqsimlash, qiymat yaratish, talabni shakllantirish va korxonaning bozor moslashuvchanligini kuchaytirishda muhim iqtisodiy instrument ekanini ko‘rsatdi [3]. Raqamli iqtisodiyot sharoitida marketing faoliyatining ma’lumotlarga asoslangan, algoritmik va ko‘pkanalli tus olishi korxonalar oldiga yangi imkoniyatlar bilan birga maxfiylik, etik me’yorlar va kompetensiyalar yetishmasligi kabi chaqiriqlarni ham qo‘ymoqda [1]. O‘zbekiston misolida elektron tijorat hajmining oshishi, internet qamrovining kengayishi va mahalliy marketplace ekotizimlarining rivojlanishi marketing strategiyalarini qayta ko‘rib chiqishni zaruratga aylantirmoqda. Maqolaning ilmiy ahamiyati marketing strategiyasining iqtisodiy asoslari va zamonaviy tendensiyalarini yagona konseptual tizimda umumlashtirish bilan, amaliy ahamiyati esa korxonalar va siyosat ishlab chiquvchilar uchun strategik tavsiyalar ishlab chiqish bilan belgilanadi [30].
Kalit so'zlar:
marketing strategiyasi, strategik marketing, raqamli iqtisodiyot, sun’iy intellekt, Big Data, iste’molchi xulq-atvori, bozor segmentatsiyasi, omnichannel marketing, yashil marketing, elektron tijorat, O‘zbekiston, raqobatbardoshlik.
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