OʻZBEKISTON KICHIK VA OʻRTA KORXONALARI OʻRTASIDA RAQAMLI MARKETINGNI QOʻLLASHDAGI TOʻSIQLAR
DOI:
https://doi.org/10.5281/zenodo.20121738Keywords:
raqamli marketing, kichik va o‘rta korxonalar (KO‘K), Analitik Ierarxiya Jarayoni (AHP), regressiya tahlili, raqamli transformatsiya, marketing samaradorligi, raqamli salohiyat, tashkiliy tayyorgarlikAbstract
Mazkur maqolada kichik va o‘rta korxonalarda raqamli marketingni joriy etish jarayonida ko‘p mezonli qaror
qabul qilish tizimidan foydalanishning ahamiyati tahlil qilingan. Tadqiqotda raqamli marketingni qabul qilish va amaliyotga
tatbiq etish jarayonida yuzaga keladigan asosiy to‘siqlar aniqlanib, ularning korxonalar faoliyati samaradorligiga ta’siri
baholangan. Tahlil Analitik Ierarxiya Jarayoni (Analytical Hierarchy Process — AHP) hamda regressiya tahliliga asoslangan
bo‘lib, ushbu metodlar asosiy omillarni ustuvorlashtirish, natijalarni baholash va qaror qabul qilish samaradorligini oshirish
imkonini berdi. Tadqiqot natijalari raqamli marketingdan samarali foydalanayotgan korxonalarda marketing samaradorligi
sezilarli darajada oshganligini ko‘rsatdi. Shuningdek, ishtirokchilarning 78 foizi mazkur analitik yondashuvni ijobiy
baholagan. Tadqiqot natijalari kichik va o‘rta korxonalarda raqamli salohiyatni rivojlantirish hamda raqamli transformatsiya
jarayonlarini takomillashtirish uchun muhim ilmiy-amaliy tavsiyalarni shakllantiradi
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