TOʻQIMACHILIK KORXONALARI B2B BOZORIDA STRATEGIK MARKETING REJALASHTIRISH MODELI
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B2B marketing, strategik rejalashtirish, toʻqimachilik sanoati, munosabat marketingi, marketing miksi 7P, qiymat zanjiri, SMMRM modeli, eksport strategiyasi.Abstrak
Mazkur maqolada Oʻzbekiston toʻqimachilik korxonalarining B2B bozorida strategik marketing faoliyatini rivojlantirish masalasi tahlil qilindi. Tadqiqot jarayonida B2B marketing nazariyasi, munosabat marketingi, qiymat zanjiri integratsiyasi hamda 7P marketing miksi yondashuvlari oʻrganildi. Adabiyotlar sharhi va qiyosiy tahlil asosida toʻqimachilik korxonalari uchun strategik marketing rejalashtirish modeli ishlab chiqildi. Model tashqi muhit tahlili, ichki resurslar baholashi, bozor segmentatsiyasi, marketing strategiyasini shakllantirish hamda samaradorlikni baholash bosqichlarini qamrab oldi. SMMRM modeli korxonalarning B2B munosabatlarini tizimli boshqarish va eksport faoliyatini rivojlantirish imkoniyatlarini koʻrsatdi. Tadqiqot natijalari toʻqimachilik korxonalarida marketing boshqaruvini takomillashtirish va raqobatbardoshlikni oshirish boʻyicha amaliy tavsiyalar ishlab chiqishga xizmat qildi.
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