O‘QUV MARKAZLARI MISOLIDA ZAMONAVIY VA AN’ANAVIY MARKETINGNING AFZALLIKLARI VA KAMCHILIKLARI
DOI:
https://doi.org/10.5281/zenodo.21512132Keywords:
o‘quv markazi, an’anaviy marketing, zamonaviy marketing, raqamli marketing, ta’lim xizmatlari, gibrid marketing, savdo voronkasi, brendga ishonch, mijozlarni saqlab qolishAbstract
Mazkur maqolada o‘quv markazlari faoliyatida qo‘llanadigan an’anaviy va zamonaviy
marketing yondashuvlari qiyosiy hamda tizimli jihatdan tadqiq etilgan. Tadqiqotning maqsadi ikki marketing
modelining auditoriyani jalb qilish, ishonchni shakllantirish, xarajatlarni boshqarish, natijalarni o‘lchash
va o‘quvchilarni saqlab qolishdagi imkoniyatlarini aniqlashdan iborat. Ishda qiyosiy tahlil, kontent-tahlil,
tizimli yondashuv va ikkilamchi statistik ma’lumotlarni umumlashtirish usullaridan foydalanilgan. Natijalar
zamonaviy marketingning segmentlash, tezkor optimallashtirish va analitik kuzatuvdagi ustunligini, an’anaviy
marketingning esa mahalliy darajada ishonchni shakllantirish, yuzma-yuz aloqa va jismoniy mavjudlikdagi
afzalliklarini ko‘rsatdi. O‘zbekiston ta’lim xizmatlari bozorining xususiyatlari hisobga olinib, an’anaviy aloqa
nuqtalarini raqamli savdo voronkasi bilan bog‘laydigan gibrid marketing modeli taklif etildi. Maqolaning ilmiy
yangiligi marketing kanallarini alohida vositalar sifatida emas, balki mijozning qaror qabul qilish yo‘li va ta’lim
natijalari bilan integratsiyalashgan boshqaruv tizimi sifatida talqin qilishdan iborat. Taklif etilgan yondashuv
o‘quv markazlariga marketing xarajatlarini o‘lchash, brendga bo‘lgan ishonchni oshirish va barqaror mijozlar
oqimini shakllantirish imkonini beradi.
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