Ontýstik Qazaqstan oblysynyng auyl sharuashylyghyndaghy jalpy ónimdi salystyra kelgende, ósimdik sharuashylyghynda eng ýlken ýlesting payyzy maqtagha keledi. Búl ónirdegi halyq maqta ósiruge daghdylandyqtan, auyl sharuashylyghymen shúghyldanatyn auyldardyng barlyghy maqta ósirumen ainalasady. 2000 jyldan bastap Qazaqstan Respublikasy maqtalyq egistik aimaqtardy úlghaytu jýrgizildi. OQO-nyng statistikalyq ortalyghynyng mәlimetine sýiensek 2002 jyly azghantay qysqartu jýrgizildi. Al 2003 jyly maqta ósiretin egistik alqaby 199,9 myng gektargha qaytadan úlghaydy. Qazirgi uaqytta әr jyly maqta alqaptarynyng jer kólemderining úlghayghanyn kóre alamyz.

Ontýstik ónirindegi jergilikti halyqtyng auylaruashylyq ónimi maqta bolghandyqtan ýkimet tarapynan jәne atqarushy jergilikti әkimshilikterding manyzdy mindetterining biri óndiristi úiymdastyrudyng әlemdik tәjiriybesin paydalanugha úmtylu qajet. Osyghan baylanysty olar ónirding marketingi boyynsha mynanday baghyttary qamtityn jeke is-qimyl josparyn әzirleu qajet.

• ónirding brendin qalyptastyru jәne ilgeriletu-investisiyalyq marketing;

• ónirding aqparattyq sayasaty;

• ónirding brendin qalyptastyru jәne ilgeriletu;

Ónirding startegiyalyq resurstaryn aiqyndaumen marketing zertteuler jýrgizudi qalpyptastyru qajet jәne osy zertteuler nәtiyjesinde maqta salasynyng damu strategiyasyn jergilikti ónirding erekshelekterin, naryqtyng ózgeristerin eskere otyryp, qalyptastyrudy qamtidy.

Agroóndiristik keshendi basqaru jýiesin jetildiru degenimiz agroónerkәsiptik óndiris oshaqtarynyng keleshegindegi basyp baghyttaryn, syrtqy makroortanyng ózgeristerin esepke ala otyryp,naryqtyq qatynastardyng damu barysyn, әlemdik arenagha kiru barysyna kónil bólinui qajet.

Qazaqstan ózining damuyndaghy jana serpilis jasau qarsanynda Qazaqstannyng әlemdegi bәsekege barynsha elu elding qataryna kiru ýshin ózining strategiyasyn belgiledi. Qazaqstannyng keleshektegi damu belesindegi basty basymdylyq ekonomika ekeni aiqyndaldy.

Qazaqstan býgingi tanda әleumettik - ekonomikalyq janaru men sayasy demokratiyalandyrudyng jana kezenine qadam basqaly túr,ózimizding әlemdik reyting kestesining jogharghy bóligine ilikken elder tobynyng ishinen oryn aluymyzdyng maqsaty,negizgi baghyty: “birinshiden órkendi de órshil damyp kele jatqan qoghamnyng irgetasy tek ghana osy zamanghy, bәsekege qabiletti jәne bir shiykizat sektorynyng shenberimen shektelip qalmaytyn ashyq naryq zkonomikasy bola alady” - dedi N.Nazarbaev [3].

Ontýstik Qazaqstan oblysyndaghy maqta klasterin damytudyng basty ereksheligi búl ósirilgen maqtanyng tek shiykizat kózi retinde eksportqa shygharyluyn azaytyp, osy ónirde óndelip tauar boluyn, mata men dayyn toqyma kiyim boluyn qamtamasyz etu. Qazaqstandaghy maqta salasyn әlemdik dengeydegi bәsekelestikke qabiletti etuge baghyttalady.

1. Maqta salasynyng marketingting saraptamasyn jasau, saraptama negizinde maqta daqylyn ósiretin sharualardyng jaghdayyn bilu, tútynushynyng súranysyna marketingtik zertteuler jýrgizu, maqtanyng sapasyn arttyru bolyp sanalady.

2. Qazaqstandaghy maqta ónimderining bәsekelestikke qabiletti etu ýshin ony zertteytin jәne sorttaryn jetildire bilu ýshin, qazaqstandyq ghylymy - zertteuler ortalyqtaryn ashu qajet. Qazaqstannyng maqtasynyng sorttary , maqta ósiretin aimaqtardyng klimattyq jaghdaylaryna beyimdeu ýshin ghylymy júmystary jýrgizilui jәne búl zertteuler ýkimet tarapynan qarjylandyryluy tiyis.

3. Qazaqstannyng agroóndiristik keshenderine sheteldik investorlardy tartu qajet, tek múnay, qúrylys salasy emes, auylsharuashylyghyna investisiya salugha mindetteu kerek. Búl pikirdi jýzege asyru tek ýkimetting qolynynan ghana keledi.

4. Jergilikti maqta ósirushi fermerlerding bir-birine tyghyz baylanysyn nyghaytu, maqtanyng bagha sayasatyn birge jýrgizu. Qazirgi tandaghy jaghdayda, fermerler arasynda birlik joqtyqtan maqtany satu barysynda, baghalauda әr týrli qiyndyqtardy azaytu.

5. Qazaqstandaghy onyng ishinde ontýstik ónirining suarmaly jerlerining qúnarlylyghyn arttyru. Búl ýshin auyspaly egisti qolgha alu.

6. Jeri óte az 2-3 gektardan aspaytyn sharualardy bir sharua qojalyghyna biriktiru. Jergilikti әkimshilikpen, sharualardyng óz qalaularymen jýzege asuy tiyis.

7. Maqta ósirushilerge ýkimet jәne jergilikti әkimshilik tarapynan qarjylay kómek kórsetu, jenildetilgen janar- jaghar maydy aludy deldal firmalar arqyly emes, tikeley may óndeushi zavodpen tikeley kelisim- shartqa otyru.

8. Marketolog maman ónirding barlyq resurstaryn(adam faktory, sharua qojalyqtary, sharualardyng tehnikalary, tasymaldau, maqta sortynyng sapasy, t.b.) faktorlardy zerttey otyryp, shyghyny eng az jerlerge maqta jip iyiru, toqyma óndiristerden ashugha ghylymy túrdyghydan saraptamalar jýrgizu.

Marketing negizinde bir tauardyng ónimin úiymdastyru ýshin naryqtaghy búl tauar tútynushynyng súranysyn bar ma, joqpa, tauardyng satylu mýmkindikterin zertteu qajet.

Ishki( júmys kýshi, olqylyq tústary, mýmkindikter jәne tәuekel etuler) jәne syrtqy (sayasat, ekonomika, әleumettik jaghdaylar, tehnologiyalar) faktorlardy analiz retinde saraptalu qajet.

Agroóndiristik keshendegi kәsiporyndardy kýrdeli ekonomikalyq jýie retinde qarastyra alamyz. Olardyng qúrylymdyq bólimderi ózderine tәn qyzmetterdi atqara otyryp, ónimdi songhy tútynushygha jetkizuding ortaq tehnologiyalyq ýrdisine qatysady.

Auylsharuashylyq keshendegi agromarketing qyzmeti - búl marketing qaghiadalaryn men әdisteri negizinde әreket etetin bir bólimshe.Onyng qúzyryna kiretin qyzmetter ekonomikalyq josparlau, tehnika - óndiristik, zertteushilik,ótkizu men valuta-qarjylyq sipatyndaghy keshendi júmystardy shoghyrlandyryp, onyng qyzmetkerlerining teoretikalyq jәne praktikalyq dayyndyghynyng jogharghy dengeyin talap etedi [4].

Marketingtik basqarudydaghy jetildirudi ghylym túrghydan saralau ýshin

mindetti týrde maqta daqylynyng túqymy sebilgennen bastap dayyn ónim boluyna deyingi aralyqtaghy júmystardyng ontayly úiymdastyryluy naryqtyq sharttar negizinde jýzege asyrylugha tiyis.

• Maqta túqymynyng baghasy, onyng qolayly mezgilde sebilui;

• Aua –rayyn boljau arqyly oghan qansha kýnnen keyin su beriluin anyqtau;

• Maqta daqylyn kulitivasiya jasau;

• Maqtanyng ashyluy ýshin qosymsha himiyalyq óndeulerdi qarastyru;

• Maqta daqylynyng jetilu barysyna laboratoriyalyq zertteu jýrgizu;

• Pisip jetilgen maqtany jinaudy úiymdastyru;

• Maqtany ótkizudi satudy jýieli týrde úiymdastyru;

• Maqtany shiykizattan dayyn ónim tekstili-jip ónimine ainaldyru;

• Osy aralyqtardy barlyq shyghyndardy esepteu;

• Shyghyndardyng azangyn qadaghalau arqyly maqtanyng ónimdiligin arttyru.

Qazirgi tanda amerikandyq marketing zertteuler J.E.Austin firmasymen birge Qazaqstandaghy marketingtik – saraptamalyq zertteu ortalyghy OQO–ndaghy maqta-tekstili klasterining damytu strategiyasyn dayyndady. Osy analitikalyq zertteulerdi negizge ala otyryp, klasterding negizgi baghyty maqta daqylynyng tek shiykizat retinde eksportqa shygharyluy emes, dayyn ónim shygharatyn toqyma óndirisin ashu jәne ony ary qaray jetildiru.

Qazaqstan strategiyalyq zertteuler instituty

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