CHAKANA SAVDO KORXONALARIDA MERCHANDAYZING STANDARTLARINI QO‘LLASH MEXANIZMINI ISHLAB CHIQISH MASALALARI
DOI:
https://doi.org/10.5281/zenodo.18174824Ключевые слова:
merchandayzing standartlari, raqamli vositalarni integratsiya qilish, iste’molchilar xulq-atvori, chakana savdo operatsiyalari, raqamli transformatsiya, iste’molchi bilan aloqalar, chakana strategiya.Аннотация
Merchandayzing standartlarini ishlab chiqish chakana savdo korxonalarining kelgusidagi rivoji uchun
muhim va amaliy model sifatida e’tirof etiladi. Biroq har bir merchandayzing strategiyasini iste’molchilar xulq-atvori
bilan samarali integratsiyalash zarurati mavjud. Ushbu standartlarni amaliyotga joriy etish va ularning samaradorligini
oshirish jarayonida nazariy yondashuvlarni amaliyotga moslashtirish muayyan qiyinchiliklarni yuzaga keltiradi. Mazkur
tadqiqotning maqsadi chakana savdo korxonalarida merchandayzing standartlarini qo‘llash jarayonida yuzaga keladigan
asosiy muammolarni aniqlash hamda ularning chakana savdo operatsiyalari samaradorligiga ta’sirini tahlil qilishdan
iborat. Tadqiqot davomida chakana savdo menejerlarining o‘zgaruvchan bozor sharoitlariga moslashish jarayonida duch
kelayotgan muammolari baholandi. Empirik tahlil chakana savdo mutaxassislari o‘rtasida o‘tkazilgan so‘rovnomalar va
intervyular asosida to‘plangan ma’lumotlarga tayangan holda regressiya usullari yordamida amalga oshirildi. Miqdoriy
tahlil standartlashtirilgan metodologik ramka asosida olib borilib, hududlar kesimida statistik ahamiyat nuqtayi nazaridan
taqqoslandi. Merchandayzing samaradorligini oshirish va chakana savdo jarayonlari natijalarini baholash to‘rtta asosiy
yo‘nalish bo‘yicha umumlashtirildi: bozor tendensiyalariga moslashuv darajasi, raqamli vositalarni joriy etish samaradorligi,
xodimlarni tayyorlash va trening dasturlarining natijadorligi hamda operatsion samaradorlik. Aniqlangan muammolar
uchta yirik kategoriya bo‘yicha guruhlanib, ochiq manbali yondashuv asosida ishlab chiqilgan boshlang‘ich strategiyalar
kontekstida talqin qilindi. Tadqiqot natijalari merchandayzing standartlarini joriy etish xarajatlarni minimal darajada
oshirgan holda boshqaruv qarorlarini qabul qilish sifatini yaxshilash, ma’muriy nazoratga bo‘lgan ehtiyojni kamaytirish
hamda dizayn, joriy etish va baholash jarayonlarining samaradorligini oshirish imkonini berishini ko‘rsatdi. Shuningdek,
ushbu standartlarni qabul qilish bozorda faoliyat boshlash muddatini qisqartirishga, ta’lim va trening jarayonlarini tez
va samarali tashkil etishga hamda raqamli va ochiq manbali platformalar asosida barqaror merchandayzing tizimini
shakllantirishga xizmat qilishi aniqlandi.
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