ҚАЗАҚСТАНДАҒЫ ЦИФРЛЫҚ МАРКЕТИНГ ТЕХНОЛОГИЯЛАРЫН ҚОЛДАНУ АРҚЫЛЫ ЖОҒАРЫ ТЕХНОЛОГИЯЛЫҚ ЖОБАЛАРДАҒЫ САПАНЫ БАСҚАРУ

Бұл мақаланың мақсаты – Қазақстандағы жоғары технологиялық өнімдердің сапасын арттыруға цифрлық маркетинг технологияларының қосқан үлесін анықтау, сондай-ақ цифрлық маркетинг әдісі арқылы Қазақстандағы жоғары технологиялық жобалардағы сапаны басқару тәжірибесін жетілдіру болашағын айқындау. IMD және WIPO-ның 2013–2022 жж. халықаралық статистикасына сүйене отырып, корреляциялық талдау әдісі арқылы Қазақстандағы жоғары технологиялық жобаларды жүзеге асыру нәтижелері сапаны басқаруда маркетингке балама тәсілдерді (цифрлық және цифрға дейінгі) қолдану арқылы салыстырылды. Негізгі қорытынды – Қазақстанда жоғары технологиялық жобаларда сапаны цифрлық маркетингтік технологияларды пайдалана отырып басқарған жөн. Олардың негізгі бағыттары: персонал маркетингі, өнім маркетингі және процесс маркетингі. Алынған нәтижелердің теориялық маңыздылығы Қазақстанның цифрлық экономикасында жоғары технологиялық жобаларды жүзеге асыру кезінде сапаны басқару процестерін қайта қарастыруға мүмкіндік бергендігінде, сондай-ақ AI, IoT, Big Data, интернет, мобильді құрылғылар, чат-боттар, машиналық көру, «ақылды» кеңесшілер мен виртуалды көмекшілер (VR/AR) негізіндегі перспективалы цифрлық маркетинг технологияларын ашып көрсеткендігінде. Тәжірибелік маңыздылығы – маркетингтің дамыған цифрлық тәсілі Қазақстандағы жоғары технологиялық жобаларда сапаны басқару тәжірибесін жетілдіруге мүмкіндік береді. Авторлық тәсіл Қазақстандағы цифрлық маркетингтік технологияларды пайдалана отырып, жоғары технологиялық жобаларда сапаны басқару маркетингтік кешенін қамтиды. Бұл тәсіл сондай-ақ Қазақстандағы high-tech жобаларында сапаны басқарудың ұйымдық-технологиялық аспектілерін цифрлық маркетинг тәсілін қолдану арқылы ашып көрсетеді.

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