Yosh tadbirkorlik subyektlarida Martech ekotizimini shakllantirishning ko‘p darajali institutsional mexanizmi
##semicolon##
MarTech, yosh tadbirkorlik, MarTech_Index, institutsional mexanizm, Business Model Canvas, raqamli infratuzilma, CRM, marketing analitikasi, raqamli ko‘nikmalar, monitoringAbstrak
Maqolada yosh tadbirkorlik subyektlarida marketing texnologiyalarini (MarTech) joriy etishning institutsional shartlari va ularni ko‘p darajali boshqaruv mexanizmiga birlashtirish masalasi tadqiq etilgan. Empirik baza O‘zbekiston hududlarida faoliyat yuritayotgan 18–30 yoshli 1250 nafar tadbirkor o‘rtasida o‘tkazilgan kvotali-maqsadli so‘rov natijalariga asoslanadi. MarTech_Index SMM, CRM, veb-sayt, elektron pochta marketingi, analitika hamda chatbot/sun’iy intellektdan foydalanish bo‘yicha oltita binar komponentning teng vaznli qamrov indeksi sifatida shakllantirilgan. OLS va Ordered Probit natijalari internet sifati, raqamli reklama xarajatlari, daromad, tadbirkorlik tajribasi, biznes hajmi va ta’lim darajasi MarTech qamrovi bilan ijobiy statistik bog‘liqligini ko‘rsatdi; hududiy omil qisman qo‘llab-quvvatlandi. Ushbu empirik natijalar asosida mikro, mezo va makro darajadagi institutlar, Business Model Canvas diagnostikasi va kesishuvchi monitoring konturini birlashtiruvchi ko‘p darajali mexanizm taklif etildi. Ilmiy yangilik empirik omillarni aniq institutsional ishtirokchilar va qo‘llab-quvvatlash instrumentlari bilan funksional bog‘lash, shuningdek MarTech_Index qamrov guruhlari va BMCdagi ehtiyojlar asosida manzilli qo‘llab-quvvatlashni asoslashdan iborat. MarTech_Index raqamli yetuklik emas, texnologiyalardan foydalanish qamrovini ifodalaydi; ekonometrik natijalar esa sababiy ta’sir emas, statistik bog‘liqlik sifatida talqin qilinadi.
##submission.citations##
Kotler P., Kartajaya H., Setiawan I. Marketing 5.0: Technology for Humanity. Hoboken: Wiley, 2021.
Kannan P.K., Li H.A. Digital marketing: A framework, review and research agenda // International Journal of Research in Marketing. 2017. Vol. 34(1). P. 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Nambisan S. Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship // Entrepreneurship Theory and Practice. 2017. Vol. 41(6). P. 1029–1055. https://doi.org/10.1111/etap.12254
Sussan F., Acs Z.J. The digital entrepreneurial ecosystem // Small Business Economics. 2017. Vol. 49. P. 55–73. https://doi.org/10.1007/s11187-017-9867-5
Tornatzky L.G., Fleischer M., Chakrabarti A.K. The Processes of Technological Innovation. Lexington: Lexington Books, 1990.
Venkatesh V., Morris M.G., Davis G.B., Davis F.D. User acceptance of information technology: Toward a unified view // MIS Quarterly. 2003. Vol. 27(3). P. 425–478. https://doi.org/10.2307/30036540
Osterwalder A., Pigneur Y. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Hoboken: Wiley, 2010.
Chaffey D., Ellis-Chadwick F. Digital Marketing: Strategy, Implementation and Practice. 7th ed. Harlow: Pearson, 2019.
Järvinen J., Karjaluoto H. The use of Web analytics for digital marketing performance measurement // Industrial Marketing Management. 2015. Vol. 50. P. 117–127. https://doi.org/10.1016/j.indmarman.2015.04.009
Karimova M.N., Karimov X.A. Raqamli marketingning mamlakatimizda hozirgi holati va uni rivojlantirish yo‘llari // MMIT Proceedings: Proceedings of MMIT’24 International Conference. 2024. B. 70–75. https://doi.org/10.61587/mmit.tiue.uz.v1i1.117
Amonov M. Korxonalarda raqamli marketing: nazariy asoslar va amaliy imkoniyatlar // Green Economy and Development. 2025. Vol. 3, No. 2. https://doi.org/10.5281/zenodo.15159985
Musurmonov O. Yoshlar orasida zamonaviy tadbirkorlik muhiti va unda marketing texnologiyalarining mazmuni // “Raqamli iqtisodiyot” ilmiy-elektron jurnali. 2025. №12. B. 397–404.
