“RAQAMLI MARKETING STRATEGIYALARINING KICHIK BIZNES RAQOBATBARDOSHLIGIGA TA’SIRI: MAHALLIY BRENDLAR MISOLIDA”
Abstract
Ushbu maqolada raqamli marketing strategiyalarining kichik biznes raqobatbardoshligiga ta’siri o‘rganiladi. Zamonaviy bozor sharoitida kichik va o‘rta biznes korxonalari raqobat ustunligini saqlab qolish uchun raqamli marketing vositalaridan samarali foydalanishlari zarur. Tadqiqot davomida O‘zbekiston sharoitida faoliyat yuritayotgan mashhur mahalliy brendlar — Artel, Korzinka.uz, Makro hamda Uzum Market’dagi kichik sotuvchilar misolida ularning onlayn reklama, ijtimoiy tarmoq kampaniyalari va mijoz bilan raqamli muloqot samaradorligi tahlil qilindi. (1) Natijalar shuni ko‘rsatadiki, raqamli marketing strategiyalarini tizimli qo‘llaydigan korxonalar o‘z brend taniluvini, sotuv hajmini va mijoz ishonchini sezilarli darajada oshirishga erishmoqda. Tadqiqotda tahliliy va taqqoslama yondashuvlar qo‘llanilib, natijalar amaliy takliflar shaklida taqdim etiladi. (2)
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