УПРАВЛЕНИЕ КАЧЕСТВОМ В ВЫСОКОТЕХНОЛОГИЧНЫХ ПРОЕКТАХ С ИСПОЛЬЗОВАНИЕМ ТЕХНОЛОГИЙ ЦИФРОВОГО МАРКЕТИНГА В КАЗАХСТАНЕ

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.

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