Elektron savdo platformalarida raqamli marketing strategiyalarining raqobatbardoshlikka taʼsirini platformalararo foydalanuvchi migratsiyasi asosida baholash

Nasirova Dilfuza Xayrullayevna

Marketing · 2026-yil

Annotatsiya

The article assessed the competitiveness of e-commerce platforms through crossplatform user migration. A Markov chain of primary platform choice was built for Uzum Market, Wildberries, Yandex Market, Ozon, and OLX with other channels. Transition probabilities were linked to two indices of digital marketing tools: cashback and instalments determined retention, while the delivery network, personalised recommendations, social advertising and seller promotion determined acquisition. Market indicators were taken from official and company sources, and the transition matrix was calibrated as an illustrative case. Steady-state shares, expected retention time, the net migration balance and the Herfindahl-Hirschman index were calculated. Retention tools had the stronger effect for the market leader, acquisition tools for recent entrants. Rating portability combined with transparent ranking lowered illustrative concentration from 2,603 to 2,202 points.

Maqola ma’lumotlari
MualliflarNasirova Dilfuza Xayrullayevna
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2026-10-15
Son10
Betlar397-407
TilO‘zbek
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2026iss10/2232
Indeksga qo‘shilgan2026-10-29

DOI: 10.67668/mj/2026iss10/2232 · Maqolaning asl sahifasi

Kalit so‘zlar

elektron savdo platformasi, marketpleys, foydalanuvchi migratsiyasi, Markov zanjiri, almashtirish xarajatlari, raqamli marketing, raqobat siyosati, электронная торговая платформа, маркетплейс, миграция пользователей, цепь Маркова, издержки переключения, цифровой маркетинг, конкурентная политика, e-commerce platform, marketplace, user migration, Markov chain, switching costs, digital marketing, competition policy

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APANasirova Dilfuza Xayrullayevna (2026). ELEKTRON SAVDO PLATFORMALARIDA RAQAMLI MARKETING STRATEGIYALARINING RAQOBATBARDOSHLIKKA TAʼSIRINI PLATFORMALARARO FOYDALANUVCHI MIGRATSIYASI ASOSIDA BAHOLASH. Marketing, (10), 397-407. https://doi.org/10.67668/mj/2026iss10/2232
GOST (OAK)Nasirova Dilfuza Xayrullayevna ELEKTRON SAVDO PLATFORMALARIDA RAQAMLI MARKETING STRATEGIYALARINING RAQOBATBARDOSHLIKKA TAʼSIRINI PLATFORMALARARO FOYDALANUVCHI MIGRATSIYASI ASOSIDA BAHOLASH // Marketing. – 2026. – № 10. – B. 397-407. – DOI: 10.67668/mj/2026iss10/2232.
MLANasirova Dilfuza Xayrullayevna. “ELEKTRON SAVDO PLATFORMALARIDA RAQAMLI MARKETING STRATEGIYALARINING RAQOBATBARDOSHLIKKA TAʼSIRINI PLATFORMALARARO FOYDALANUVCHI MIGRATSIYASI ASOSIDA BAHOLASH.” Marketing, (10), 397-407, 2026. https://doi.org/10.67668/mj/2026iss10/2232
ChicagoNasirova Dilfuza Xayrullayevna. “ELEKTRON SAVDO PLATFORMALARIDA RAQAMLI MARKETING STRATEGIYALARINING RAQOBATBARDOSHLIKKA TAʼSIRINI PLATFORMALARARO FOYDALANUVCHI MIGRATSIYASI ASOSIDA BAHOLASH.” Marketing, (10), 397-407 (2026). https://doi.org/10.67668/mj/2026iss10/2232
HarvardNasirova Dilfuza Xayrullayevna (2026) ‘ELEKTRON SAVDO PLATFORMALARIDA RAQAMLI MARKETING STRATEGIYALARINING RAQOBATBARDOSHLIKKA TAʼSIRINI PLATFORMALARARO FOYDALANUVCHI MIGRATSIYASI ASOSIDA BAHOLASH’, Marketing, (10), 397-407. https://doi.org/10.67668/mj/2026iss10/2232
BibTeX
@article{nasirovadilfuzaxayrullayevna2026,
  title = {ELEKTRON SAVDO PLATFORMALARIDA RAQAMLI MARKETING STRATEGIYALARINING RAQOBATBARDOSHLIKKA TAʼSIRINI PLATFORMALARARO FOYDALANUVCHI MIGRATSIYASI ASOSIDA BAHOLASH},
  author = {Nasirova Dilfuza Xayrullayevna},
  journal = {Marketing},
  year = {2026},
  number = {10},
  pages = {397-407},
  doi = {10.67668/mj/2026iss10/2232},
  url = {https://doi.org/10.67668/mj/2026iss10/2232}
}

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