O‘ZBEKISTONDA SPORT MARKETINGI VA BRENDINGNI RIVOJLANTIRISH ISTIQBOLLARI

Mualliflar

  • Abduxalimova Madina Xasanboy Qizi Andijon davlat texnika instituti “Moliya va moliyaviy texnologiyalar” yo‘nalishi 1-kurs talabasi Muallif
  • Xamidullayev Jaloliddin Faxriddin o‘g‘li “Texnologik mashinalar va mehnat muhofazasi” kafedrasi assistenti Muallif

;

https://doi.org/10.5281/zenodo.20373050

;

sport marketingi, brending, sport iqtisodiyoti, futbol klublari, premium xizmatlar, kurash, sport turizmi, city branding, raqamli marketing, O‘zbekiston.

Abstrak

Maqolada globallashuv sharoitida sport marketingi va brending tizimining iqtisodiy samaradorligi O‘zbekiston tajribasi misolida tadqiq etilgan. Tadqiqotda iqtisodiy va qiyosiy tahlil, case-study usullaridan foydalanilgan holda, "Paxtakor", "Nasaf", "Navbahor" futbol klublari, "Chekhov Sport Club" xususiy sektori hamda milliy kurash sportining xalqaro brendga aylanish jarayonlari o‘rganilgan. Shuningdek, "Tashkent Marathon" va "Samarkand Marathon" kabi ommaviy tadbirlarning sport turizmi va shahar brendingiga (city branding) ta’siri hamda raqamli platformalarning (SMM) imkoniyatlari baholangan. Natijalar sport industriyasining xizmat ko‘rsatish, turizm va media sohalariga ijobiy ta’sirini ko‘rsatish bilan birga, sohada kadrlar yetishmovchiligi va investitsiya sustligi kabi muammolarni ham ochib beradi. Xulosada sport iqtisodiyotini rivojlantirish bo‘yicha amaliy tavsiyalar ilgari surilgan.

Iqtiboslar

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Shank, M. D., & Lyberger, M. R. (2014). Sports Marketing: A Strategic Perspective (5th ed.). Routledge.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches (4th ed.). Sage Publications.

Smith, A. C. T., & Stewart, B. (2015). Introduction to Sport Marketing. Routledge.

Mullin, B. J., Hardy, S., & Sutton, W. A. (2014). Sport Marketing (4th ed.). Human Kinetics.

Higham, J. (2005). Sport Tourism Destinations: Issues, Opportunities and Analysis. Elsevier.

Pedersen, P. M., Miloch, K. S., & Laucella, P. C. (2007). Strategic Sport Communication. Human Kinetics.

##submission.downloads##

Nashr qilingan

2026-05-25

Nashr

Jild 4 Nomeri 51 (2026)

Bo'lim

Maqolalar

Litsenziya

##submission.copyrightStatement##

##submission.license.cc.by4.footer##

Iqtibos keltirish tartibi

Abduxalimova, M., & Xamidullayev, J. (2026). O‘ZBEKISTONDA SPORT MARKETINGI VA BRENDINGNI RIVOJLANTIRISH ISTIQBOLLARI. Yosh Olimlar, 4(51), 13-17. https://doi.org/10.5281/zenodo.20373050
Innovative Academy RSC
Article metrics Views and PDF downloads
0 Views
0 Downloads