INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 09,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 58
INNOVATIVE PROJECTS IN IMPROVING THE MARKETING ACTIVITIES OF
INDUSTRIAL ENTERPRISES
Bazarova Mamlakat Supiyevna
Senior Lecturer of the Asian International University
Annotation.
This article analyzes the role and importance of innovative projects in improving
the marketing activities of industrial enterprises. The impact of modern marketing strategies,
digital technologies, artificial intelligence, Big Data, blockchain, and other innovative
approaches on industrial enterprises will be studied. Methods for increasing competitiveness
and establishing effective communication with clients through the implementation of innovative
projects are also highlighted.
Keywords:
industrial enterprises, marketing, innovation, digital marketing, artificial
intelligence, Big Data, blockchain, customer relations, marketing strategies.
The processes of comprehensive development of the country's economy, increasing its
potential, and improving the industrial sector of the economy are always relevant issues.
Marketing activity plays a significant role in the development of industrial enterprises. The
peculiarity of the development of marketing activity in our country lies in the fact that it is
possible to ensure its effectiveness through the natural improvement of world experience in this
area and innovative projects that can be used in the context of global competition. Modern
market economy consists of innovative development projects and pathways. In a market
economy, the effective use of the enterprise's innovative potential is required, and for this,
management needs new approaches to marketing development, representing a complex set of
marketing innovations. Studies show that in a crisis, the demand for products manufactured by
the enterprise decreases, while the demand for new or improved products increases. In the
future, regardless of the economic situation, enterprises that have improved their innovative
activities and conduct research will be in the most favorable position. In such conditions, the
enterprise must use new marketing strategies and mechanisms to enter new markets. The
increasing need to ensure enterprise innovation and the development of innovative activity in
the economy, as well as increased competition and a lack of scientific knowledge, determine the
relevance of this work. Currently, enterprises pay special attention to marketing not as a
separate function of organizational management, but as a system for managing innovative
development. Most experts consider innovative marketing as a means of introducing new
products to the market, as well as expanding the market segment. The main task in marketing
activity is to satisfy the needs of consumers, to launch a new product oriented towards the needs
of potential consumers, which is carried out using market research methods. The innovative
activity of the enterprise is carried out in such a way that the organization of information
exchange between consumers of innovations and the enterprise contributes to ensuring an
effective balance of supply and demand for goods and services. Any innovative activity of an
enterprise is carried out only after conducting marketing research, which ensures an objective
assessment of the market situation to achieve the goal set with minimal risk in the innovation
sphere. The results of marketing research help the company choose an innovation that meets
consumer demands. When introducing a new product or an innovative improved product to the
market, it is necessary to consider the types of subjects of the innovation process. They can be
divided into innovators, early adopters, the majority, and laggards. Innovative marketing tools
should be selected taking into account the rate of response to innovations. In addition, it is
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 09,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 59
necessary to take into account the specifics of the use of individual marketing tools depending
on the type of innovative product: industrial and technical products, consumer goods and
services.
• The marketing approach - based on the results of marketing research, it allows for the
formation of an initial image and the design of new industrial products. With this approach,
marketing research is relevant at all stages of the innovation life cycle.
• Technical (engineering) approach - the organization of production for the implementation of
an innovative idea is carried out through calculations and design, after which measures are
taken to find potential consumers.
Today, industrial enterprises feel the need to use innovative approaches for the successful
presentation of their products and services to the market. As traditional marketing methods are
losing their effectiveness, digital technologies and innovative projects are becoming an integral
part of marketing activities.
Innovative marketing approaches in the development of industrial enterprises are implemented
in the following main areas:
•
Digital Marketing and Artificial Intelligence:
Enterprises are gaining the ability to
analyze data and predict consumer behavior based on artificial intelligence.
•
Big Data and Data Analysis:
Enterprises identify customer preferences and needs by
analyzing large amounts of data.
•
Improving brand strategy:
Improving competitiveness by creating an innovative brand.
•
Mass customization:
Adapting products and services to individual consumer demands.
Marketing of innovative projects of industrial enterprises
advantages in activity.
Advantages
Content
1.
Increasing competitiveness
Enterprises strengthen their positions in the market.
2.
Customer-centric approach
The ability to quickly respond to consumer demands
3.
Differentiation of products
and services
Attracting customers' attention by creating identity
4.
Cost optimization
Rational use of resources through effective
marketing strategies
Based on the data in Table 1, it can be said that today the marketing activities of industrial
enterprises increase the possibilities of attracting new clients and occupiing unoccupied market
potential by increasing the number of innovative projects. If we look at world experience,
leading industrial enterprises widely use innovative marketing strategies.
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INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 09,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 60
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