MIJOZLAR QAMROVINI OSHIRISH UCHUN SUG‘URTA KOMPANIYALARIDA TIZIMLI MARKETING STRATEGIYALARINI AMALGA OSHIRISH

Raxmonberganov Surojbek Uktamboy o‘g‘li

doi:10.55439/INS/vol3_iss2/375

##article.authors##

Raxmonberganov Surojbek Uktamboy o‘g‘li Toshkent davlat iqtisodiyot universiteti “Kechki ta’lim va magistratura” fakulteti talabasi

DOI:

https://doi.org/10.55439/INS/vol3_iss2/375

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sug‘urta bozori, tizimli marketing, mijozlar qamrovi, CRM integratsiyasi, CHAID, bashoratli tahlil, raqamli marketing, mijozlarni saqlab qolish, segmentatsiya, marketing samaradorligi, strategik rejalashtirish.

##article.abstract##

Ushbu maqola sug‘urta kompaniyalarida mijozlar qamrovini oshirish maqsadida tizimli marketing strategiyalarini joriy etishning nazariy va amaliy asoslarini o‘rganadi. Tadqiqotda munosabatlar marketingi, CRM tizimlari, bashoratli analitika (xususan, CHAID va regressiya modellar), raqamli marketing vositalari hamda strategik rejalashtirishning o‘zaro integratsiyasi tahlil qilinadi. Xalqaro va Rossiya tadqiqotlari asosida tizimli marketing elementlarining sug‘urta kompaniyalari samaradorligiga ta’siri qiyosiy baholanadi. Maqolada tizimli marketingning konseptual modeli taklif qilinib, u CRM, analitik tahlil va raqamli marketing vositalarining yagona integratsiyasini asosiy omil sifatida ko‘rsatadi.

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