صلاحیت‌های متخصصین آینده بازاریابی جهت توسعه صنعت بیمه

با توجه به تحولات عرصه فناوری الکترونیکی و توسعه رسانه های اجتماعی، صلاحیت های آیندۀ بازاریابان برای همگامی با این تحولات در صنعت بیمه مبهم است. بنابراین، هدف پژوهش، شناسایی عوامل موثر بر صلاحیت‌ های متخصصین آیندۀ بازاریابی جهت توسعه صنعت بیمه کشور است. جامعه آماری در دو بخش شامل بخش اول نتایج پژوهش های پیشین و بخش دوم شامل مدیران، نمایندگان فروش و بازاریاب های فعال در شرکت های مختلف بیمه هستند که حداقل از 5 سال سابقه کاری مرتبط با صنعت بیمه برخوردارند. انتخاب نمونه‌ ها با روش نمونه‌ گیری هدفمند انجام پذیرفت و از تعداد 36 مقاله، 28 مقاله انتخاب شدند و 12 مصاحبه نیمه‌ساختاریافته با طرح 6 سوال کلی تا تحقق اشباع نظری ادامه یافت. تحلیل داده ها با روش تحلیل مضمون و در سه مرحله کدگذاری باز، محوری و انتخابی منجر به استخراج 68 مفهوم، 7 مضمون سازمان دهنده اصلی و 17 سازمان دهنده فرعی از تلفیق مفاهیم شد. نتایج نشان داد که عوامل موثر بر صلاحیت‌ های متخصصین آیندۀ بازاریابی جهت توسعه صنعت بیمه شامل صلاحیت عمومی نوین و صلاحیت تخصصی نوین، پیدایش مدل های تجاری پویا، ورود به عصر ابرهوش‌ های مصنوعی، عوامل محیطی، و توسعه قابلیت‌ های بازاریابان بیمه است.

the competencyies of future marketing specialists for the development of the insurance industry

introduction: social media in companies helps facilitate the flow of information, share knowledge within the company, strengthen the company’s interaction with customers, and improve the company’s internal and external cooperation. therefore, relying on the development of media and social media, businesses and companies have gained unique opportunities to communicate easily with their customers in a dynamic manner. considering the developments in the field of digital technology and the development of social media, the competences and capabilities of marketers in order to optimally use these tools and keep pace with these developments in the insurance industry are vague and unclear. in the last two decades, iran’s insurance industry has faced major structural changes such as privatization, liberalization and changes in regulatory frameworks. despite such developments, the country’s insurance industry is still facing a low penetration rate and inappropriate development indicators compared to global and regional statistics. the low level of these indicators can be attributed to the weak performance of companies in formulating and implementing strategies suitable for the insurance industry and market in iran. the emergence of insurance technology has provided an opportunity to increase the sales position of insurance services by gaining the trust of people and industries, and by relying on these services, individuals, businesses and entrepreneurs can increase the security of business and economic activities. therefore, the main purpose of the research is identifying the factors affecting the competencyies of future marketing specialists for the development of the insurance industry.methodology: in terms of purpose, this research is in the category of applied-developmental research. this study has two statistical populations. the first statistical population includes previous researches related to the subject of the present study and the second statistical population includes managers, sales representatives and marketers active in different insurance companies who have at least 5 years of work experience in sectors related to the insurance industry. the selection of samples was done with the purposeful sampling method and out of 36 articles, only 28 articles related to concepts such as competencies and skills of the future of marketing were selected. also, semi-structured interviews with 6 questions were continued until theoretical saturation was achieved in the 12th interview. using the qualitative method of theme analysis, the dimensions, components and indicators of the competence model of the future marketing specialists in the insurance industry will be identified. after identifying the themes, three-stage open, central and selective coding was done manually and it was shown in the theme grid. the statistical population of the research consists of managers and active marketers in different insurance companies of the country. non-probability methods are often used in qualitative research to select samples.