CHAKANA SAVDO KORXONASIDA BREND STRATEGIYASINI ISHLAB CHIQISHNING INNOVATSION YONDASHUVLARI VA ULARNING RAQOBATBARDOSHLIKKA TAʼSIRI
DOI:
https://doi.org/10.5281/zenodo.18484691Keywords:
brend strategiyasi, brend kapitali, chakana savdo, innovatsiya, raqobatbardoshlik, omnikanal marketing, Aaker modeli, Keller modeliAbstract
Ushbu maqolada chakana savdo korxonalarida brend strategiyasini ishlab chiqishning innovatsion
yondashuvlari hamda ularning raqobatbardoshlikka ta’siri nazariy jihatdan tahlil qilingan. Tadqiqotda D.A. Aaker va K.L.
Keller tomonidan ishlab chiqilgan brend kapitali modellari asosida chakana savdo segmentida brendlashning zamonaviy
tendensiyalari o‘rganilgan. Omnikanal strategiyalar, raqamli texnologiyalar va personalizatsiya mexanizmlarining brend
qiymatini oshirishdagi ahamiyati yoritib berilgan. O‘zbekiston chakana savdo bozori kontekstida innovatsion brend
strategiyalarini joriy etish imkoniyatlari nazariy jihatdan asoslangan. Tadqiqot natijalari shuni ko‘rsatadiki, Aaker va Keller
modellarini chakana savdo korxonalariga moslashtirilgan holda qo‘llash ularning raqobatbardoshligini oshirish uchun
samarali nazariy asos bo‘lib xizmat qiladi
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