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Son 9 (2026)
Marketing

Ilmiy maqolalar

СОВЕРШЕНСТВОВАНИЕ МЕТОДОЛОГИИ МАРКЕТИНГОВЫХ СТРАТЕГИЙ ВЫСШИХ ОБРАЗОВАТЕЛЬНЫХ УЧРЕЖДЕНИЙ НА ОСНОВЕ ТЕХНОЛОГИЙ ИСКУССТВЕННОГО ИНТЕЛЛЕКТА

DOI 10.67668/mj/2026iss9/1982 Betlar 327-336

Nashr qilingan 2026-09-07

Mualliflar
Аблатдинов Султанбек
Tashkilot
Toshkent Davlat Iqtisodiyot Universiteti image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
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Annotatsiya

Maqolada oliy ta’lim muassasalarining (OTM) marketing strategiyalariga generativ sun’iy intellektni integratsiya qilishga tayyorligini baholashning indeksli metodikasi taklif etildi. Scopus va Web of Science bazalaridagi adabiyotlarni umumlashtirish asosida oltita komponentni qamrab olgan ИГВИМ indeksi ishlab chiqildi. U tashkiliy tayyorlik, ma’lumotlar va CRM yetukligi, kontent arxitekturasi va GEO, muloqot qatlami, etik boshqaruv hamda o‘lchash tizimidan tashkil topdi. Komponentlar vaznlari ierarxiyalar tahlili usuli yordamida aniqlandi; matritsaning moslik nisbati CR = 0,002 ni tashkil etdi. Likert shkalasi bo‘yicha baholanadigan 24 ta bayonotdan iborat so‘rovnoma ishlab chiqildi. Hisoblash qismi baholarni normallashtirish, kompozit indeksni tuzish, sezgirlik va komponentlar bo‘yicha tafovutlarni tahlil qilishni qamrab oldi. Metodika OTMlarning to‘rtta tipologik profili misolida namoyish etildi. Yetakchi profillar tayyorlikning ilg‘or darajasiga erishgani, keyingi rivojlanish imkoniyatlari esa asosan GEO kontent arxitekturasi va o‘lchash tizimida jamlangani ko‘rsatildi.

Kalit so'zlar

generativ sun’iy intellekt, GEO, tayyorlik indeksi, ierarxiyalar tahlili usuli, so‘rovnoma vositalari

Foydalanilgan adabiyotlar

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