MIJOZNING UZOQ MUDDATLI QIYMATI (CUSTOMER LIFETIME VALUE) ASOSIDA MARKETING STRATEGIYALARINI TAKOMILLASHTIRISH
Keywords:
mijozning uzoq muddatli qiymati, CLV, marketing strategiyasi, mijoz segmentatsiyasi, mijozlarni saqlab qolish, daromadlilik tahlili, shaxsiylashtirilgan marketing, CRM tizimi, mijoz xatti-harakati modellari, marketing resurslari allokatsiyasi.Abstract
Ushbu maqolada mijozning uzoq muddatli qiymati (Customer Lifetime Value
— CLV) kontseptsiyasidan foydalangan holda marketing strategiyalarini
takomillashtirish masalasi ilmiy-metodologik jihatdan tahlil qilinadi. CLV ko'rsatkichi
nafaqat mijozning joriy xarid faolligini, balki uning kompaniyaga kelajakda keltirishi
mumkin bo'lgan iqtisodiy foyda potentsialini ham hisobga oladi. Maqolada CLV ning
nazariy asoslari, uni hisoblash metodologiyalari, shuningdek, CLV asosida mijozlarni
segmentatsiya
qilish,
resursal
ajratish
va
shaxsiylashtirilgan
marketing
kommunikatsiyasini shakllantirish yo'nalishlari batafsil ko'rib chiqiladi. Tadqiqotda
CLV ni marketing qarorlar qabul qilish jarayoniga integratsiya qilish modellari ishlab
chiqilgan va ularning samaradorligi empirik ma'lumotlar asosida baholangan. Natijalar
shuni ko'rsatadiki, CLV asosidagi yondashuv an'anaviy demografik segmentatsiyaga
nisbatan mijozlarni saqlab qolish darajasini va daromad rentabelligini sezilarli
darajada oshiradi. Maqola marketing menejerlari, tahlilchilar va iqtisodchilar uchun
amaliy ahamiyat kasb etadi.
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