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No. 7 (2026)
Marketing

Scientific articles

XIZMAT KOʻRSATUVCHI KORXONALAR MARKETING STRATEGIYASI VA UNI BOZORGA YOʻNALTIRISH ASOSLARI

Published 2026-07-07

Authors
Raxmatova Sitora Shuxratjon qizi
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Abstract

Mazkur maqolada xizmat koʻrsatuvchi korxonalar marketing strategiyasining nazariy asoslari hamda uni bozorga yoʻnaltirish masalalari tahlil qilingan. Tadqiqotning maqsadi “strategiya” va “bozorga yoʻnaltirilganlik” tushunchalarining mohiyatini ochib berish va xizmat koʻrsatuvchi korxonalar uchun bozorga yoʻnaltirilgan marketing strategiyasi asoslarini ishlab chiqishdan iborat. Qiyosiy tahlil, tasniflash va kontent-tahlil usullari qoʻllanildi. “Strategiya” tushunchasiga berilgan taʼriflar umumlashtirilib, muallif talqini asoslandi; strategiyaning asosiy xususiyatlari tizimlashtirildi. G.Mintzbergning besh “P” yondashuvi va strategik marketingning bosqichlari koʻrib chiqildi. Bozorga yoʻnaltirilganlik konsepsiyasining shakllanishi) hamda asosiy yondashuvlari - qaror qabul qilish, bozor razvedkasi va xulq-atvor-madaniyat - qiyoslandi. Empirik tadqiqotlar umumlashtirilib, MKTOR va MARKOR shkalalari baholandi. Natijalar xizmat koʻrsatuvchi korxonalar marketing strategiyasini takomillashtirishda amaliy ahamiyatga ega.

Keywords

: marketing strategiyasi, strategiya, strategik marketing, bozorga yoʻnaltirilganlik, MKTOR, MARKOR, raqobatbardoshlik, xizmat koʻrsatuvchi korxonalar.

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