AVTOMOBIL SANOATI KORXONALARIDA BREND STRATEGIYASINI BOSHQARISHNING ZAMONAVIY MODELLARI
DOI:
https://doi.org/10.5281/zenodo.19555410Keywords:
korporativ boshqaruv; raqamli transformatsiya; raqobatbardoshlik; innovatsion rivojlanish; brend imiji; qiymat zanjiri; marketing samaradorligi; adaptiv boshqaruv modellari.Abstract
Mazkur maqolada avtomobil sanoati korxonalarida brend strategiyasini boshqarishning zamonaviy modellari
ilmiy-nazariy va amaliy jihatdan kompleks tahlil qilinadi. Tadqiqotning dolzarbligi global avtomobil bozorida raqobatning
keskin kuchayishi, raqamli transformatsiya jarayonlarining jadallashuvi hamda iste’molchilar xulq-atvorining dinamik
o‘zgarishi sharoitida brend boshqaruvining strategik ahamiyati ortib borayotgani bilan izohlanadi. Tadqiqotning asosiy
maqsadi avtomobil sanoati korxonalarida brend strategiyasini samarali boshqarishning zamonaviy modellari hamda
ularning korxona raqobatbardoshligi va bozor pozitsiyasiga ta’sir mexanizmlarini aniqlashdan iborat.
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