UZUMCHILIK XO‘JALIK YURITUVCHI SUBYEKTLARI EKSPORTINI OSHIRISH BO‘YICHA MARKETING STRATEGIYALARINI TANLASH
DOI:
https://doi.org/10.55439/EIT/vol14_iss1/790Kalit so‘zlar:
Eksport marketing strategiyasi, Uzumchilik korxonalari, Analitik Ierarxiya Jarayoni (AHP), Strukturaviy Tenglamalar Modellashtirish (SEM), Marketing salohiyatini rivojlantirish, Strategik marketing yo‘nalganligi, Eksport o‘sish samaradorligi.Abstrak
Uzumchilik korxonalari tobora global bozor raqobati bilan bog‘liq muammolarga duch kelmoqda, bu esa strategik marketingga alohida e’tibor qaratishni talab etadi. Ushbu empirik tadqiqotda marketing strategiyalari va eksport samaradorligi o‘rtasidagi o‘zaro ta’sir o‘rganiladi hamda resurslari cheklangan korxonalarda boshqaruv salohiyati va bozor yo‘nalganligi muhim determinant sifatida tahlil qilinadi. Shuningdek, mazkur maqola marketing strategiyalarini tanlash va eksport o‘sishi o‘rtasidagi bog‘liqlikni AHP va SEM tahlillari asosida o‘rganishni maqsad qiladi. Tadqiqot Toshkent, O‘zbekiston hududida joylashgan uzumchilik korxonalari sektorida AHP va SEM usullarini qo‘llash orqali eksport marketing strategiyalarining ustuvor yo‘nalishlari va determinantlarini menejerlar hamda bitiruvchi kurs talabalari nuqtai nazaridan aniqlashga qaratilgan. Taklif etilgan tadqiqot modeli baholash uchun Analitik Ierarxiya Jarayoni (AHP) va Strukturaviy Tenglamalar Modellashtirish (SEM) statistik tahlil usullari qo‘llanildi. Tadqiqot doirasida birlamchi va ikkilamchi ma’lumotlar tizimli ravishda yig‘ildi hamda tadqiqot savollariga javob topish uchun ularning natijalari integratsiya qilindi. Empirik natijalar marketing ko‘nikmalarini rivojlantirish eng muhim omil sifatida baholanganini, undan keyin esa eksportni boshqarish ko‘nikmalari muhim o‘rin egallaganini ko‘rsatdi. Bundan tashqari, AHP yoki SEM orqali olingan miqdoriy tahlil natijalari strategik marketing yo‘nalganligi boshqaruv va operatsion jihatlardan ahamiyatli ekanligini, ayniqsa brending faoliyati, bozor tadqiqotlari, narx belgilash strategiyalari va taqsimot kanallari orqali namoyon bo‘lishini ko‘rsatdi. Shu sababli, mazkur tadqiqot natijalari uzumchilik korxonalari uchun xalqaro bozorlarda eksportni rivojlantirishning yangi yo‘nalishini asoslab berishda foydali bo‘lishi mumkin. Bundan tashqari, tadqiqot xulosalari savdo organlari, korxona menejerlari va qishloq xo‘jaligi investorlari kabi siyosat ishlab chiquvchilar uchun eksport raqobatbardoshligini oshirishda yanada aniq yo‘nalish va asoslangan qarorlar qabul qilishga yordam berishi mumkin.
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