FRANCHAYZING FAOLIYATIDA RAQAMLI MARKETING VA BIG DATA TEXNOLOGIYALARIDAN FOYDALANISH SAMARADORLIGINI OSHIRISH MEXANIZMLARI

Anvar Xodjayev and Dilshodbek Nasimov

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4

Abstract: Mazkur maqolada franchayzing faoliyatida raqamli marketing va Big Data texnologiyalaridan foydalanishsamaradorligini oshirish mexanizmlari ilmiy jihatdan asoslangan. Tadqiqot O‘zbekistonda 2021–2024-yillarda faoliyatyurituvchi 72 ta franchayzing tarmog‘ini qamrab olgan. Raqamli marketing va Big Data integratsiyasining besh o‘lchovliindeksi (RMBD-indeks) ishlab chiqilib, uning franchayzing tarmog‘ining moliyaviy va marketing ko‘rsatkichlariga ta’siriOLS regressiya, korrelyatsion tahlil va DEA usullari yordamida baholangan. Natijalarga ko‘ra, RMBD-indeksi 10 balgaoshganda franchayzing tarmog‘ining o‘rtacha chekiga 6,4 foizga, mijoz hayoti qiymatiga (CLV) 12,7 foizga oshadi,mijozlarni jalb qilish qiymati (CAC) esa 17,8 foizga kamayadi. Maqolada Big Data asosidagi prediktiv analitikaningto‘rt yo‘nalishi (talab prognozi, mijozlar segmentatsiyasi, dinamik narxlash, inventar optimallashtirish) bo‘yicha amaliytavsiyalar ishlab chiqilgan.

Keywords: franchayzing; raqamli marketing; Big Data; prediktiv analitika; mijoz segmentatsiyasi; dinamik narxlash; CLV; CAC; O‘zbekiston. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:id:10136

DOI: 10.5281/zenodo.19924893

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