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TIJORAT BANKLARI RAQOBATBARDOSHLIGINI OSHIRISHDA BRENDING STRATEGIYASI SAMARADORLIGINI OSHIRISH YOʻLLARI

DOI 10.67668/mj/2025issspecial/1545 Betlar 675-682

Nashr qilingan 2025-10-16

Mualliflar
Mirzajonova Maftunaxon Jaxongir qizi
Affiliation
Toshkent xalqaro moliyaviy boshqaruv va texnologiyalar universiteti
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Annotatsiya

Tijorat banklari raqobatbardoshligini oshirishda brending strategiyalarining samaradorligi tahlil qilingan. Tadqiqotda mijozga asoslangan brend kapitali modeli va raqamli brending yondashuvlari asosida konseptual model ishlab chiqilgan. Global va mahalliy bank sektoridagi marketing amaliyoti oʻrganilib, brend sadoqati, ishonch va tajriba kabi vositachi omillarning taʼsiri aniqlangan. Metod sifatida tizimli adabiyotlar tahlili va ikkilamchi maʼlumotlar tahlili qoʻllanilgan. Bank sektori misolida brending strategiyalarining qoʻllanish yoʻnalishlari koʻrsatilgan hamda raqamli transformatsiya sharoitida samaradorlikni oshirish boʻyicha tavsiyalar ishlab chiqilgan.

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