روندهای فعلی در صنعت بیمه عمر و اثر آن بر توسعه بازار (مورد مطالعه: شرکت بیمه ایران در استان آذربایجان شرقی)
الموضوعات : دو فصلنامه مدیریت زنجیره ارزش
اکبر ولی زاده اوغانی
1
,
نازی پورشیری
2
,
امیرعطا علی زاده
3
1 - استادیار گروه مدیریت و حسابداری، واحد سراب، دانشگاه آزاد اسلامی، سراب، ایران.
2 - کارشناسی ارشد، گروه مدیریت مالی گرایش بیمه، موسسه آموزش عالی علم و فناوری شمس، تبریز، ایران.
3 - کارشناسی ارشد، گروه حسابداری، موسسه آموزش عالی سراج، تبریز، ایران.
الکلمات المفتاحية: تغییرات تورم, ثبات اقتصادی, امنیت اجتماعی, امید به زندگی, درآمد خانوار.,
ملخص المقالة :
در سال‌های اخیر، شناخت عوامل مؤثر بر رفتار مشتریان در بازار بیمه عمر به یکی از محورهای اساسی تحلیل‌های اقتصادی-اجتماعی بدل شده است. متغیرهایی نظیر نرخ تورم، ثبات اقتصادی، سطح درآمد خانوار، امید به زندگی، امنیت اجتماعی و آموزش بیمه‌ای به‌عنوان عناصر کلیدی در تبیین و تحلیل رفتار مصرف‌کنندگان بیمه عمر مطرح هستند. بنابراین، هدف پژوهش حاضر بررسی روندهای حاکم بر صنعت بیمه عمر و تأثیر آنها بر توسعه بازار با تمرکز بر شرکت بیمه ایران در استان آذربایجان شرقی است. این پژوهش از نظر هدف، در زمره تحقیقات کاربردی قرار می‌گیرد و از نظر ماهیت و روش، توصیفی-پیمایشی است. داده‌ها از طریق پرسشنامه محقق‌ساخته و با مشارکت مدیران و کارشناسان شرکت بیمه ایران گردآوری شده و با بهره‌گیری از نرم‌افزار SPSS و آزمون‌های آماری توصیفی و استنباطی مورد تحلیل قرار گرفته‌اند. یافته‌ها حاکی از آن است که تورم نقش منفی و معناداری در توسعه بازار بیمه عمر دارد؛ زیرا افزایش سطح عمومی قیمت‌ها با تضعیف قدرت خرید خانوارها تمایل به بیمه‌های بلندمدت عمر را کاهش می‌دهد. در مقابل، ثبات اقتصادی و درآمد خانوار تأثیر معناداری نداشته ناشی از عوامل ساختاری یا فرهنگی در رفتار خانواده‌ها باشد. همچنین افزایش امید به زندگی، ارتقای امنیت اجتماعی و آموزش بیمه‌ای با گسترش افق زمانی زندگی و آگاهی عمومی تأثیر مثبت و معناداری بر تقاضای بیمه عمر دارند. بازنگری در سیاست‌گذاری‌های بیمه‌ای در شرایط اقتصادی-اجتماعی، طراحی محصولات متنوع با سطوح درآمدی مختلف و افزایش آگاهی عمومی ضروری است.
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