Tijorat banklarida yashil moliyaviy mahsulotlarni ilgari surishda raqamli marketing strategiyalaridan foydalanishni takomillashtirish

Xayitaliyev Nazirjon Yunusaliyevich

Marketing · 2026-yil

Annotatsiya

The article examined the theoretical and methodological foundations of using digital marketing strategies to promote green financial products in commercial banks. Synthesising green banking, green trust, customer journey and technology acceptance concepts, the author substantiated that reducing information asymmetry is central to promoting green loans, deposits, cards and retail bonds. Formulas for an integral effectiveness index across customer journey stages and for a conversion chain were proposed. It was shown that bank cards in circulation in Uzbekistan reached 63.6 million, remote banking users 62.1 million, and green credit lines of international financial institutions together with sovereign green bonds created a broad base for digital promotion. A conceptual model combining segmentation, personalisation, educational content and greenwashing risk control was developed, and recommendations for banks were substantiated. The results can be used by commercial banks in developing marketing policy for green products and in assessing the effectiveness of digital channels.

Maqola ma’lumotlari
MualliflarXayitaliyev Nazirjon Yunusaliyevich
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2026-09-25
Betlar213-224
TilO‘zbek
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2026issmaxsus/2078
Indeksga qo‘shilgan2026-10-18

DOI: 10.67668/mj/2026issmaxsus/2078 · Maqolaning asl sahifasi

Kalit so‘zlar

yashil bank faoliyati, yashil moliyaviy mahsulotlar, raqamli marketing, mijoz sayohati, yashil ishonch, grinvoshing, mobil banking, shaxsiylashtirish, зеленый банкинг, зеленые финансовые продукты, цифровой маркетинг, клиентский путь, зеленое доверие, гринвошинг, мобильный банкинг, персонализация, green banking, green financial products, digital marketing, customer journey, green trust, greenwashing, mobile banking, personalisation

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAXayitaliyev Nazirjon Yunusaliyevich (2026). TIJORAT BANKLARIDA YASHIL MOLIYAVIY MAHSULOTLARNI ILGARI SURISHDA RAQAMLI MARKETING STRATEGIYALARIDAN FOYDALANISHNI TAKOMILLASHTIRISH. Marketing, 213-224. https://doi.org/10.67668/mj/2026issmaxsus/2078
GOST (OAK)Xayitaliyev Nazirjon Yunusaliyevich TIJORAT BANKLARIDA YASHIL MOLIYAVIY MAHSULOTLARNI ILGARI SURISHDA RAQAMLI MARKETING STRATEGIYALARIDAN FOYDALANISHNI TAKOMILLASHTIRISH // Marketing. – 2026. – B. 213-224. – DOI: 10.67668/mj/2026issmaxsus/2078.
MLAXayitaliyev Nazirjon Yunusaliyevich. “TIJORAT BANKLARIDA YASHIL MOLIYAVIY MAHSULOTLARNI ILGARI SURISHDA RAQAMLI MARKETING STRATEGIYALARIDAN FOYDALANISHNI TAKOMILLASHTIRISH.” Marketing, 213-224, 2026. https://doi.org/10.67668/mj/2026issmaxsus/2078
ChicagoXayitaliyev Nazirjon Yunusaliyevich. “TIJORAT BANKLARIDA YASHIL MOLIYAVIY MAHSULOTLARNI ILGARI SURISHDA RAQAMLI MARKETING STRATEGIYALARIDAN FOYDALANISHNI TAKOMILLASHTIRISH.” Marketing, 213-224 (2026). https://doi.org/10.67668/mj/2026issmaxsus/2078
HarvardXayitaliyev Nazirjon Yunusaliyevich (2026) ‘TIJORAT BANKLARIDA YASHIL MOLIYAVIY MAHSULOTLARNI ILGARI SURISHDA RAQAMLI MARKETING STRATEGIYALARIDAN FOYDALANISHNI TAKOMILLASHTIRISH’, Marketing, 213-224. https://doi.org/10.67668/mj/2026issmaxsus/2078
BibTeX
@article{xayitaliyevnazirjonyunusaliyevich2026,
  title = {TIJORAT BANKLARIDA YASHIL MOLIYAVIY MAHSULOTLARNI ILGARI SURISHDA RAQAMLI MARKETING STRATEGIYALARIDAN FOYDALANISHNI TAKOMILLASHTIRISH},
  author = {Xayitaliyev Nazirjon Yunusaliyevich},
  journal = {Marketing},
  year = {2026},
  pages = {213-224},
  doi = {10.67668/mj/2026issmaxsus/2078},
  url = {https://doi.org/10.67668/mj/2026issmaxsus/2078}
}

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