TOVARLAR VA XIZMATLARNI TABAQALASHTIRISH STRATEGIYASINING XUSUSIYATLARI
DOI:
https://doi.org/10.5281/zenodo.19274479Keywords:
Tabaqalashtirish strategiyasi, raqobatbardoshlik, brendga sodiqlik, differensiatsiya, BKG matritsasi, marketing strategiyasi, mahsulot noyobligi, iste’molchi xulq-atvori, raqobat ustunligi, bozor segmentatsiyasi.Abstract
Ushbu maqolada bozor iqtisodiyoti sharoitida korxonalarning raqobatbardoshligini oshirishda tabaqalashtirish
(differensiatsiya) strategiyasining roli va o‘ziga xos xususiyatlari tadqiq etilgan. Tadqiqot davomida mahsulot va
xizmatlarni raqobatchilardan ajratib turuvchi asosiy parametrlar — dizayn, brending, texnologik ustunlik va mijozlarga
xizmat ko‘rsatish masalalari tahlil qilingan. Maqolada tabaqalashtirish strategiyasining afzalliklari (brendga sodiqlik, narx
sezgirligining pasayishi) bilan bir qatorda, uning salbiy jihatlari va yuzaga kelishi mumkin bo‘lgan xavf-xatarlar (imitatsiya
xavfi, xarajatlarning ortishi) ham ko‘rib chiqiladi. Shuningdek, strategiyaning samaradorligini baholashda Boston
konsalting guruhi (BKG) matritsasining qo‘llanilishi va uning korxona mahsulot portfeliga ta’siri bo‘yicha ilmiy xulosalar
berilgan.
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