RAQAMLI VA ZAMONAVIY OʻZGARISHLAR SHAROITIDA CHAKANA SAVDO KORXONALARI BRENDLARINI SHAKLLANISHI VA RIVOJLANTIRISH TENDENSIYALARI VA ISTIQBOLLARI
DOI:
https://doi.org/10.5281/zenodo.20787468Ключевые слова:
raqamli marketing, brend strategiyasi, chakana savdo, indeksli usul, ijtimoiy tarmoqlar, iqtisodiymatematik usul, mijozlar sadoqati, zanjir bog‘liqliklar usuli, ekspert baholash usuli.Аннотация
Ushbu maqola chakana savdo korxonalarida brend strategiyasini shakllantirishda raqamli
marketing texnologiyalarining o‘rni hamda korxonalar faoliyatiga ta’sir etuvchi omillarni baholash usullarini
nazariy jihatdan tahlil qilishga bag‘ishlangan. Tadqiqot davomida ijtimoiy tarmoqlar marketingi va
personallashtirish texnologiyalarining brend kapitali, mijozlar sadoqati hamda xarid niyatiga ta’siri o‘rganildi.
Metodologik jihatdan tizimli adabiyotlar tahlili va hujjatli tadqiqot usullari qo‘llanildi. Tadqiqot natijalari
O‘zbekiston chakana savdo sektorida raqamli marketingni integratsiyalash orqali korxona brendlarini
shakllantirish va rivojlantirish tendensiyalari hamda istiqbollarini belgilashga xizmat qiluvchi amaliy tavsiyalar
ishlab chiqishga imkon beradi.
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