KORXONANING RAQOBAT USTUNLIGINI TAʼMINLASHDA BOZOR SEGMENTATSIYASI STRATEGIYALARINING OʻRNI
DOI:
https://doi.org/10.5281/zenodo.18074616Keywords:
bozor segmentatsiyasi, raqobat ustunligi, STP modeli, maqsadli marketing, pozitsiyalashtirish, strategik boshqaruv, differensiatsiya, Porter strategiyalari, kichik va oʻrta biznes, Oʻzbekiston.Abstract
Ushbu maqolada korxonalarning raqobat ustunligini shakllantirish va mustahkamlashda bozor
segmentatsiyasi strategiyalarining roli chuqur tahlil etilgan. Tadqiqot doirasida segmentatsiya, maqsadli bozorni tanlash
va pozitsiyalashtirish (STP) modelining nazariy asoslari oʻrganilgan hamda M. Porterning umumiy raqobat strategiyalari
bilan integratsiyasi koʻrib chiqilgan. Empirik maʼlumotlar asosida bozor segmentatsiyasining korxona samaradorligiga
taʼsiri baholangan. Tadqiqot natijalari shuni koʻrsatadiki, segmentatsiya strategiyalarini samarali qoʻllagan korxonalar
daromadni 10-15 foizga oshirish, mijozlarni jalb qilish xarajatlarini 50 foizgacha kamaytirish va marketing investitsiyalari
rentabelligini 30 foizgacha yaxshilash imkoniyatiga ega. Maqolada Oʻzbekiston bozori sharoitida kichik va oʻrta biznes
subyektlari uchun segmentatsiya strategiyalarini joriy etish boʻyicha amaliy tavsiyalar ishlab chiqilgan.
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