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ZAMONAVIY MARKETING YONDASHUVLARI ASOSIDA CHAKANA SAVDODA BREND STRATEGIYASINI ISHLAB CHIQISHNING NAZARIY ASOSLARI

DOI 10.67668/mj/2025issspecial/1758 Betlar 579-584

Nashr qilingan 2025-10-16

Mualliflar
Roʻzimatov Shohboz Hamdambek oʻgʻli a , Abidjonov Nodirbek Odiljon oʻgʻli b
Affiliations
a Toshkent Davlat Iqtisodiyot Universiteti image/svg+xml
b “Tadbirkor va Ishbilarmon” MCHJ xodimi
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Annotatsiya

Mazkur tadqiqotda chakana savdoda brend strategiyasini ishlab chiqishning nazariy asoslari zamonaviy marketing yondashuvlari asosida tizimlashtirildi. Brend kapitali, omnikanal integratsiya, raqamli shaxsiylashtirish va barqaror pozitsiyalash konsepsiyalarining chakana savdo faoliyatiga taʼsiri tahlil qilindi. Mijozga asoslangan brend qiymatini shakllantirish omillari hamda isteʼmolchi sodiqligini oshirish mexanizmlari aniqlandi. Tadqiqot natijasida chakana korxonalarda brend raqobatbardoshligini mustahkamlash va marketing samaradorligini oshirishga qaratilgan amaliy takliflar ishlab chiqildi.

References

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  2. Consumer Behavior and Sustainable Marketing Development in Online and Offline Settings // Sustainability (MDPI), 2024, Vol. 16, No. 7, 2829. URL: https://www.mdpi.com/2071-1050/16/7/2829
  3. Brands in Transition: Balancing Brand Differentiation and Standardization in Sustainable Packaging // Sustainability (MDPI), 2025, Vol. 17, No. 6, 2381. URL: https://www.mdpi.com/2071-1050/17/6/2381
  4. Brand Management: Research, Theory and Practice (review of brand strategy and management foundations). URL: https://www.academia.edu/20040774/Brand_Management_Research_theory_and_pra ctice

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