ارائه الگوی موثر بازاریابی در شرکت های بیمه در ایران
محورهای موضوعی : مدیریت بازاریابی
بهروز کافی
1
(
تهران- خیابان ستارخان انتهای خیابان خسرو جنوبی- دانشکده نفت تهران دانشگاه صنعت نفت
)
فتانه علیزاده مشکانی
2
(
استادیار، عضو هیات علمی دانشگاه آزاد اسلامی واحد تهران جنوب
)
کلید واژه: مدیریت بازاریابی, ساختار, عامل قابل کنترل, عامل غیرقابل کنترل, فرهنگ, برون سازمانی, درون سازمانی,
چکیده مقاله :
تئودور لویت یکی از اندیشمندان معاصر مدیریت می گوید ارزشمندترین دارائی های شما - کارکنان، نامنیک، نا مهای تجاری و مشتریان شما م یباشند که در دفاتر حسابداری ثبت نشد هاند.در این پژوهش سعی گردیده که عوامل موثر در اعمال مدیریت موثر بازاریابی و تاثیر آن در عملکردشرکت های بیمه کشور مورد بررسی و تجزیه و تحلیل قرار گیرد.در این پژوهش ضمن بررسی موضوع، فرضیه هایی به شرح زیر مطرح شده است:فرضیه 1- سود خالص شرک تهای بیمه با هزینه بازاریابی بیمه رابطه مستقیم دارد.فرضیه 2- حجم بیمه نامه ها با حجم هزینه بازاریابی بیمه رابطه مستقیم دارد.فرضیه 3- عامل قیمت بیم هنامه ها بیشتر از سایر آمیخت ههای بازاریابی جذب و رضایت مشتریان اثر دارد. فرضیه 4- عامل انگیزش م ادی در مقایسه با سایر عوامل درون سازمانی بیشترین نقش را در ارتقای کم و کیفی عملکرد کارکنان شرک تهای بیمه دارد. فرضیه 5- در اعمال مدیریت موثر بازاریابی در شرک ت های بیمه کشور نقش عوامل موثر در درونسازمانی بیشتر از درون سازمانی است. به منظور بررسی فرضیه ها از آمارهای صورت های مالی شرک ت های بیمه و همچنین سه نوع پرسشنامه (مشتریان، کارکنان و مدیران) استفاده گردید. جامعه آماری پژوهش شامل پنج شرکت بیمه دولتی می باشد، بع د از اطمینان از اعتبار و اعتمادپذیری اطلاعات و آمارهای جمع آوری شده از طریق توابع نمونه ای اسپرم ن و چی دوکارل پیرسون فرضیه های برابر 5 درصد آزمون گردید و همچنین از طریق ملاک آنتروپی به عوامل و متغیرهای α فوق در سطح فرضیه ها وزن داده شده است: در ابتدا مدل خا م تحقیق ارائه شده و در آخر الگوی ی که تحت تاثیر عوامل موثر در سه گروه مشتریان- کارمندان و مدیران و نحوه بازاریابی آنها ارائه شده است
Theodore Levitt, one of the recent thinkers of mangement says: your most valuable assets are your employees, good name, business (trade) name, and your customers which are not mentioned in your accounthing books. 10 start with, you can say that the employees of an organization consist of managers and workers who have direct impact on the customers in the service area specially insurance companies. They also have an impact on the business itself. But, if we consider the staff as the customers, then we can say that we have to use He customer-oriented method. This research seeks to investigate the factors that have an impact on the effective marketing management and the result of it in insurance organizations in the country should be analysed. Some hypotheses are given in order to do the research. They are as fallowed: - Net profit has a direct relation with marketing expenses of an insurance company. - The volume of insurance polices has a direct relation with the volume of marketing expenses. - The element of price of insurance polices has the most effect on attracting and maintaining the customers than any other marketing mix. - Financial motivator has the most effective role on employees performance compared to other internal organizational factors. - In executing (exertion) of effective marketing management the role of external factors are more important than any other internal organizational factors in insurance companies. - The statistics of financial statements and also three types of questionares (customers, employees, and managers) were used in order to analyse the hypotheses. The statistical research population consist of fire state (governmental) insurance companies. Private insurance companies were not included in this research due to the pact that they were recently set up and didn't have their annual statistics for their previous (recent) years. Ten percent of branches of the insurance companies mentioned above were randomly teen selected in Tehran by seperating the areas. These were the samples of this statistical research. After using the internet sites doing a Pilot STUDY asking the opinions of the connoisseurs, using books and articles, the three questionnaires were designed and distributed to the three groups of customers, managers, and employees of the insurance companies. After completion, they were gathered and after ensuring that the information and statistics were right by samples allies of Sperman and Chedokarl Pearson, the above hypothesis at a level equal to 5% was axamined and also by Antropy standards to factors and variables the hypothesis were given values. The results are as followed: - First hypothesis shows that an increase in marketing expenses results in an increase in annual profits. - Second hypothesis also shows that marketing expenses leads to attracting and maintaining the customers and an increase in annual insurance policies. - Third hypothesis, reviewing the controllable factors, revealed that the price and cultural factors are in priority compared to non-controllable factors. - The fourth hypothesis shows that the salary and benefits of employees in other branches (financial motivations) are the most important factors. - By the fifth hypothesis, the external organization factors have the most effective provocation and satisfaction on the managers which this was approred by the calculations made. First (in the begining) the raw model of research was presented and later, the model influenced by effective factors in three groups of customers, employees and managers and gheir marketing methods were presented.
