FARMATSEVTIKA IMPORT KOMPANIYALARIDA REKLAMA SIYOSATINI TAKOMILLASHTIRISH: “SHINING IMPEX” AJ MISOLIDA EMPIRIK TADQIQOT
DOI:
https://doi.org/10.5281/zenodo.20465409Ключевые слова:
farmatsevtika marketingi, reklama siyosati, medical representative, raqamli marketing, SEO, raqobatbardoshlik, omnikanallar yondashuvi, import kompaniyalari, O‘zbekiston farmatsevtika bozoriАннотация
Ushbu maqolada O‘zbekiston farmatsevtika mahsulotlari import sektori vakili — Shining Impex aksiyadorlik
jamiyati misolida farmatsevtika import kompaniyalarida reklama siyosatini takomillashtirish masalasi empirik va tahliliy
jihatdan o‘rganilgan. Tadqiqot uch bosqichni o‘z ichiga oladi: (1) korxonaning tashkiliy-iqtisodiy va marketing faoliyatini
tahlil qilish, (2) 2026-yil fevral–may oylarida kompaniyaning maqsadli auditoriyasi vakillari — iste’molchilar (n=71) va
tibbiyot mutaxassislari (n=43) orasida o‘tkazilgan so‘rovnoma asosida birlamchi empirik ma’lumotlarni yig‘ish hamda (3)
raqobatchilar faoliyati, SEO va raqamli marketing tizimini diagnostik tahlil qilish
Respondentlarning 32,5 foizi mahsulot haqida shifokor tavsiyasi orqali ma’lumot olishini bildirgan bo‘lsa, Instagram
platformasidagi @shifokor.82 sahifasi 24,6 foiz bilan ikkinchi eng muhim axborot manbai sifatida qayd etilgan.
Tadqiqot asosida reklama kanallarini omnikanallar yondashuvi asosida integratsiyalash, medical detailing tizimini joriy
etish hamda SEO strategiyasini kuchaytirish kompaniya uchun ustuvor rivojlanish yo‘nalishlari sifatida tavsiya etilgan
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