CHAKANA SAVDO KORXONASIDA BREND STRATEGIYASINI ISHLAB CHIQISHNING INNOVATSION YONDASHUVLARI VA ULARNING RAQOBATBARDOSHLIKKA TA'SIRI
CHAKANA SAVDO KORXONASIDA BREND STRATEGIYASINI ISHLAB CHIQISHNING INNOVATSION YONDASHUVLARI VA ULARNING RAQOBATBARDOSHLIKKA TA'SIRI
Ushbu maqolada chakana savdo korxonalarida brend strategiyasini ishlab chiqishning innovatsionyondashuvlari hamda ularning raqobatbardoshlikka ta’siri nazariy jihatdan tahlil qilingan. Tadqiqotda D.A. Aaker va K.L.Keller tomonidan ishlab chiqilgan brend kapitali modellari asosida chakana savdo segmentida brendlashning zamonaviytendensiyalari o‘rganilgan. Omnikanal strategiyalar, raqamli texnologiyalar va personalizatsiya mexanizmlarining brendqiymatini oshirishdagi ahamiyati yoritib berilgan. O‘zbekiston chakana savdo bozori kontekstida innovatsion brendstrategiyalarini joriy etish imkoniyatlari nazariy jihatdan asoslangan. Tadqiqot natijalari shuni ko‘rsatadiki, Aaker va Kellermodellarini chakana savdo korxonalariga moslashtirilgan holda qo‘llash ularning raqobatbardoshligini oshirish uchunsamarali nazariy asos bo‘lib xizmat qiladi
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