FARMATSEVTIKA IMPORT KOMPANIYALARIDA REKLAMA SIYOSATINI TAKOMILLASHTIRISH: “SHINING IMPEX” AJ MISOLIDA EMPIRIK TADQIQOT

Nargiza Alimxodjayeva and Ilyosbek Nurullayev

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 5

Abstract: Ushbu maqolada O‘zbekiston farmatsevtika mahsulotlari import sektori vakili — Shining Impex aksiyadorlikjamiyati misolida farmatsevtika import kompaniyalarida reklama siyosatini takomillashtirish masalasi empirik va tahliliyjihatdan o‘rganilgan. Tadqiqot uch bosqichni o‘z ichiga oladi: (1) korxonaning tashkiliy-iqtisodiy va marketing faoliyatinitahlil qilish, (2) 2026-yil fevral–may oylarida kompaniyaning maqsadli auditoriyasi vakillari — iste’molchilar (n=71) vatibbiyot mutaxassislari (n=43) orasida o‘tkazilgan so‘rovnoma asosida birlamchi empirik ma’lumotlarni yig‘ish hamda (3)raqobatchilar faoliyati, SEO va raqamli marketing tizimini diagnostik tahlil qilishRespondentlarning 32,5 foizi mahsulot haqida shifokor tavsiyasi orqali ma’lumot olishini bildirgan bo‘lsa, Instagramplatformasidagi @shifokor.82 sahifasi 24,6 foiz bilan ikkinchi eng muhim axborot manbai sifatida qayd etilgan.Tadqiqot asosida reklama kanallarini omnikanallar yondashuvi asosida integratsiyalash, medical detailing tizimini joriyetish hamda SEO strategiyasini kuchaytirish kompaniya uchun ustuvor rivojlanish yo‘nalishlari sifatida tavsiya etilgan

Keywords: farmatsevtika marketingi; reklama siyosati; medical representative; raqamli marketing; SEO; raqobatbardoshlik; omnikanallar yondashuvi; import kompaniyalari; O‘zbekiston farmatsevtika bozori (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:i:5:id:10702

DOI: 10.5281/zenodo.20465409

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