O‘ZBEKISTONNING YANGI BOZORLARGA CHIQISHIDA FAOL MARKETING VOSITALARIDAN FOYDALANISHNING INTEGRALLASHGAN MODELI
DOI:
https://doi.org/10.5281/zenodo.18547563Keywords:
faol marketing vositalari, yangi bozorlarga chiqish, eksport strategiyasi, raqamli marketing, integral model, EXPOMARKET, marketing kommunikatsiyalari, raqobatbardoshlikAbstract
Ushbu maqolada O‘zbekiston korxonalarining yangi bozorlarga chiqish jarayonida faol marketing
vositalaridan foydalanishning integrallashgan modeli ishlab chiqiladi. Raqamli iqtisodiyot sharoitida an’anaviy eksport
yondashuvlari ko‘p hollarda yetarli natija bermayotgani sababli, korxonalar uchun interaktiv, tezkor va o‘lchanadigan
marketing instrumentlariga ehtiyoj kuchaymoqda. Tadqiqotdagi asosiy bilim bo‘shlig‘i shundan iboratki, O‘zbekistonda
yangi bozorlarga chiqishda faol marketing vositalari ko‘pincha fragmentar qo‘llaniladi va ularni bosqichma-bosqich
integratsiyalovchi konseptual model yetarli darajada shakllanmagan.
Tadqiqot metodologiyasi sifatida tizimli tahlil, SWOT va PESTEL, ekonometrik baholash hamda xorij tajribasini (xususan,
Xitoy raqamli marketing modeli) qiyosiy o‘rganish usullaridan foydalanildi. Natijada O‘zbekiston sharoitiga mos 10
bosqichli EXPOMARKET konseptual modeli taklif etildi. Model bozorga kirish jarayonini to‘liq hayotiy sikl sifatida qamrab
olib, har bir bosqichda mos faol marketing vositalarini belgilaydi.
Tadqiqot natijalari faol marketing vositalarini integrallash korxonalarning bozorga moslashuvi va eksport natijalarini
oshirishini ko‘rsatadi. Ushbu yondashuvning amaliy ahamiyati eksportga yo‘naltirilgan korxonalar uchun strategik
rejalashtirishni tezlashtirish, marketing xarajatlari samaradorligini oshirish va raqobatbardoshlikni kuchaytirishda namoyon
bo‘ladi.
References
1. P. Kotler and K. L. Keller, Marketing Management, 15th ed. Pearson, 2016.
2. P. Kotler and G. Armstrong, Principles of Marketing. Pearson, 2016.
3. R. T. Rust, T. Ambler, G. S. Carpenter, V. Kumar, and R. K. Srivastava, “Measuring Marketing Productivity: Current
Knowledge and Future Directions,” Journal of Marketing, vol. 68, no. 4, pp. 76–89, 2004.
4. D. Chaffey and F. Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice. Pearson, 2022.
5. N. H. Borden, “The Concept of the Marketing Mix,” Journal of Advertising Research, 1953.
6. E. J. McCarthy, Basic Marketing: A Managerial Approach. Homewood, IL, USA: Richard D. Irwin, 1960.
7. B. H. Booms and M. J. Bitner, “Marketing Strategies and Organization Structures for Service Firms,” in Marketing of
Services, J. H. Donnelly and W. R. George, Eds. Chicago, IL, USA: American Marketing Association, 1981.
8. R. Lauterborn, “New Marketing Litany: 4P’s Passe; C-Words Take Over,” Advertising Age, 1990.
9. J. D. Lenskold, Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability. New York, NY, USA:
McGraw-Hill, 2003.
10. M. E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance. New York, NY, USA: Free Press,
1985.
11. J. H. Dunning, “The Eclectic Paradigm of International Production: A Restatement and Some Possible Extensions,”
Journal of International Business Studies, vol. 19, no. 1, pp. 1–31, 1988.
12. Uzbekistan State Committee on Statistics, “Official statistics database,” Accessed: 2026. [Online]. Available: www.stat.
uz
13. China Internet Network Information Center (CNNIC), “Statistical reports on internet development in China,” Accessed:
2026. [Online]. Available: www.cnnic.cn
14. Statista Research Department, “Digital marketing and e-commerce statistics,” Accessed: 2026. [Online]. Available:
www.statista.com
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 GREEN ECONOMY AND DEVELOPMENT
This work is licensed under a Creative Commons Attribution 4.0 International License.