SAVDO KORXONALARINING RAQOBATBARDOSHLIGINI OSHIRISHDA MA’LUMOTLAR TAHLILI VA MAQSADLI MARKETINGDAN FOYDALANISH YO‘NALISHLARI
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https://doi.org/10.5281/zenodo.20446145##semicolon##
data analytics, target marketing, raqobatbardoshlik, savdo korxonalari, mijoz segmentatsiyasi, RFM-tahlil, CLV, personalizatsiya, prediktiv analitika, mashinaviy o‘rganish, e-commerce##article.abstract##
Maqolada savdo korxonalarining raqobatbardoshligini oshirish maqsadida data analytics (ma’lumotlar tahlili)
va target marketing (maqsadli marketing) vositalaridan foydalanish mexanizmlari tahlil qilingan. Tadqiqotda zamonaviy
analitik texnologiyalar — RFM-tahlil, mijoz hayotiy qiymati (CLV), prediktiv analitika, mashinaviy o‘rganish algoritmlari
— va target marketingning amaliy yondashuvlari, ya’ni personalizatsiya, behavioral targeting, geomarketing o‘rganildi.
Tahlilda O‘zbekistondagi yetakchi savdo korxonalari — Uzum Market, Korzinka, Makro, Magnum — misolida data-driven
yondashuvning samaradorligi baholandi. Tadqiqot natijalariga ko‘ra, data analytics va target marketingni kompleks tarzda
joriy etish savdo korxonasining sof foyda marjasini 12–18 foizga, mijoz konversiyasini 22–35 foizga oshirish imkonini
beradi. Maqola IMRAD strukturasi asosida tayyorlangan va savdo korxonalari rahbariyati, marketing mutaxassislari
hamda akademik tadqiqotchilar uchun ahamiyatga ega.
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