TOVARLAR VA XIZMATLARNI TABAQALASHTIRISH STRATEGIYASINING XUSUSIYATLARI
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https://doi.org/10.5281/zenodo.18875932##article.subject##:
Tabaqalashtirish strategiyasi, raqobatbardoshlik, brendga sodiqlik, differensiatsiya, BKG matritsasi, marketing strategiyasi, mahsulot noyobligi, iste’molchi xulq-atvori, raqobat ustunligi, bozor segmentatsiyasi##article.abstract##
Ushbu maqolada bozor iqtisodiyoti sharoitida korxonalarning raqobatbardoshligini oshirishda tabaqalashtirish
(differensiatsiya) strategiyasining roli va o‘ziga xos xususiyatlari tadqiq etilgan. Tadqiqot davomida mahsulot va
xizmatlarni raqobatchilardan ajratib turuvchi asosiy parametrlar — dizayn, brending, texnologik ustunlik va mijozlarga
xizmat ko‘rsatish masalalari tahlil qilingan. Maqolada tabaqalashtirish strategiyasining afzalliklari (brendga sodiqlik, narx
sezgirligining pasayishi) bilan bir qatorda, uning salbiy jihatlari va yuzaga kelishi mumkin bo‘lgan xavf-xatarlar (imitatsiya
xavfi, xarajatlarning ortishi) ham ko‘rib chiqiladi. Shuningdek, strategiyaning samaradorligini baholashda Boston
konsalting guruhi (BKG) matritsasining qo‘llanilishi va uning korxona mahsulot portfeliga ta’siri bo‘yicha ilmiy xulosalar
berilgan.
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Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education. b. 320-328. https://www.
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