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Son 9 (2026)
Marketing

Ilmiy maqolalar

TIBBIY SUGʻURTA XIZMATLARI RAQOBATBARDOSHLIGINI SHAKLLANTIRUVCHI OMILLAR VA MARKETING STRATEGIYALARINING AHAMIYATI

DOI 10.67668/mj/2026iss9/2137 Betlar 878-889

Nashr qilingan 2026-09-07

Mualliflar
Roʻzmetov Akbar Bahodirovich
Tashkilot
Davlat tibbiy sugʻurtasi jamgʻarmasi
Marketing jurnali — 2026-yil sentabr, 9-son
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Annotatsiya

Maqolada tibbiy sugʻurta xizmatlari raqobatbardoshligini shakllantiruvchi omillar tizimlashtirildi va ularni boshqarishda marketing strategiyalarining oʻrni asoslandi. Muallif M. Porterning besh raqobat kuchi modeli, SERVQUAL xizmat sifati konsepsiyasi, xizmatlar marketingining 7P majmuasi hamda munosabatlar marketingidagi ishonch nazariyasini yagona tahliliy doiraga birlashtirdi. Omillar ichki va tashqi, narx va narxsiz guruhlarga ajratilib, har biriga mos marketing richaglari belgilandi. Raqobatbardoshlikning integral koʻrsatkichi omillarning tortilgan meʼyorlashtirilgan baholari yigʻindisi sifatida taklif etildi. Jahon banki va Istiqbolli loyihalar milliy agentligi maʼlumotlari asosida sogʻliqni saqlash xarajatlari va sugʻurta bozori koʻrsatkichlari tahlil qilindi, tibbiy sugʻurta mukofotlarining 2025-yilda 2024yilga nisbatan 8,1 baravar oʻsgani aniqlandi. Raqobat ustunligi asosan narxsiz omillar hisobiga shakllanishi koʻrsatildi. Davlat tibbiy sugʻurtasining kafolatlangan paketi bilan uygʻunlashgan toʻldiruvchi mahsulotlar, raqamli kanallar va mijoz ishonchiga yoʻnaltirilgan strategiyalar boʻyicha takliflar ishlab chiqildi.

Kalit so'zlar

tibbiy sugʻurta, raqobatbardoshlik, marketing strategiyasi, xizmat sifati, SERVQUAL, 7P, mijoz ishonchi, raqamli kanallar

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