QURILISH MATERIALLARI ISHLAB CHIQARUVCHI KORXONALARDA MARKETING REJALASHTIRISH TIZIMINI TAKOMILLASHTIRISH
DOI:
https://doi.org/10.55439/EIT/vol14_iss1/788Kalit so‘zlar:
marketing rejalashtirish, qurilish materiallari, strategik boshqaruv, bozor segmentatsiyasi, raqamli marketing, marketing-miks, raqobat tahlili.Abstrak
Tadqiqotda qurilish materiallari ishlab chiqaruvchi korxonalarda marketing rejalashtirish tizimining nazariy asoslari oʻrganildi. Jahon ilmiy adabiyotlarini tizimli tahlil qilish orqali marketing rejalashtirish jarayonining asosiy komponentlari, bosqichlari va samaradorlik mezonlari aniqlandi. Strategik marketing rejalashtirish modellari, bozor segmentatsiyasi yondashuvlari hamda raqamli transformatsiya tendensiyalari nazariy jihatdan asoslandi. Qurilish materiallari sanoatining oʻziga xos xususiyatlari - uzoq sotish sikllari, koʻp qatlamli xaridor strukturasi va yuqori texnik talablar - marketing rejalashtirish tizimiga qoʻyiladigan maxsus talablar sifatida identifikatsiya qilindi. Tadqiqot natijalari marketing rejalashtirish tizimini takomillashtirish boʻyicha nazariy tavsiyalar shaklida umumlashtirildi.
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