kaz29Вестник Казахстанско-Британского технического университетаHerald of the Kazakh-British Technical University1998-66882959-8109Казахстанско-Британский Технический Университет10.55452/1998-6688-2024-21-3-384-395kaz29-1401Research ArticleЭКОНОМИКА И БИЗНЕСECONOMY AND BUSINESSУПРАВЛЕНИЕ КАЧЕСТВОМ В ВЫСОКОТЕХНОЛОГИЧНЫХ ПРОЕКТАХ С ИСПОЛЬЗОВАНИЕМ ТЕХНОЛОГИЙ ЦИФРОВОГО МАРКЕТИНГА В КАЗАХСТАНЕQUALITY MANAGEMENT IN HIGH-TECH PROJECTS USING DIGITAL MARKETING TECHNOLOGIES IN KAZAKHSTANhttps://orcid.org/0000-0002-1730-6490ТажиеваЖ. Н.TazhiyevaZh. N.

PhD докторант 

050000, г. Алматы

PhD student 

050000, Almaty

zhanzari@gmail.comhttps://orcid.org/0000-0003-0360-7492КесерE.KeserE.

магистр экономики 

г. Стамбул

MBA in Economics 

Istanbul

emrekeser1987@gmail.comСандыкбаеваУ. Д.SandykbayevaU. D.

к.филос.н., ст.преподаватель 

050000, г. Алматы

Cand. of Philos. Sc., Senior Lecturer 

050000, Almaty

sandykbaeva@mail.ruКазахский национальный университет имени аль-ФарабиКазахстанKazakh National University named al-FarabiKazakhstanИшик университетТурцияIsik UniversityTurkey202403102024213384395Copyright © Тажиева Ж.Н., Кесер E., Сандыкбаева У.Д., 20242024Тажиева Ж.Н., Кесер E., Сандыкбаева У.Д.Tazhiyeva Z.N., Keser E., Sandykbayeva U.D.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.kbtu.edu.kz/jour/article/view/1401

Целью этой статьи является определение вклада цифровых маркетинговых технологий в повышение качества высокотехнологичной продукции в Казахстане, а также выявление перспектив совершенствования практики управления качеством в высокотехнологичных проектах в Казахстане с помощью цифрового подхода к маркетингу. С опорой на международную статистику IMD и WIPO за 2013–2022 гг. с помощью метода корреляционного анализа сопоставлены результаты реализации высокотехнологичных проектов при управлении качеством с использованием альтернативных подходов (цифрового и доцифрового) к маркетингу в Казахстане. Ключевой вывод состоит в том, что в Казахстане предпочтительно управление качеством в hightech проектах с помощью цифровых маркетинговых технологий. Ключевыми из них являются: маркетинг персонала, маркетинг продукта и маркетинг процессов. Теоретическая значимость полученных результатов состоит в том, что они позволили переосмыслить процессы управления качеством при реализации высокотехнологичных проектов в условиях цифровой экономики Казахстана, а также раскрыли перспективные цифровые маркетинговые технологии с опорой на AI, IoT, Большие данные, Интернет, мобильные устройства, чат-боты, машинное зрение, «умных» консультантов и виртуальных помощников (VR/AR). Практическая значимость связана с тем, что разработанный цифровой подход к маркетингу позволяет усовершенствовать практику управления качеством в high-tech проектах в Казахстане. Авторский подход включает в себя маркетинг микс управления качеством в high-tech проектах с помощью цифровых маркетинговых технологий в Казахстане. Подход также раскрывает организационно-технологические аспекты управления качеством в high-tech проектах в Казахстане при цифровом подходе к маркетингу.

The purpose of this article is to determine the contribution of digital marketing technologies to improving the quality of high-tech products in Kazakhstan, as well as to identify prospects for improving quality management practices in high-tech projects in Kazakhstan using a digital approach to marketing. Based on international statistics from IMD and WIPO for 2013–2022, using the correlation analysis method, the results of implementing high-tech projects in quality management using alternative approaches (digital and pre-digital) to marketing in Kazakhstan are compared. The key conclusion is that in Kazakhstan, quality management in high-tech projects using digital marketing technologies is preferable. The key ones are: personnel marketing, product marketing and process marketing. The theoretical significance of the obtained results is that they allowed us to rethink quality management processes in the implementation of high-tech projects in the digital economy of Kazakhstan, and also revealed promising digital marketing technologies based on AI, IoT, Big Data, the Internet, mobile devices, chatbots, machine vision, smart consultants and virtual assistants (VR / AR). The practical significance is due to the fact that the developed digital approach to marketing allows us to improve the practice of quality management in high-tech projects in Kazakhstan. The author's approach includes a marketing mix of quality management in high-tech projects using digital marketing technologies in Kazakhstan. The approach also reveals the organizational and technological aspects of quality management in high-tech projects in Kazakhstan with a digital approach to marketing. 

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The authors declare that there are no conflicts of interest present.