آینده پژوهی بازاریابی هوشمند بر مبنای اینترنت اشیا (مورد مطالعه: تأمین اجتماعی ایران) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
در عصر کنونی فناوری ها و تکنولوژی ها با سرعت باورنکردنی در حال تغییر هستند که یکی از مصداق های آن تحولات فناور اطلاعات و ارتباطات است و این تحولات زمینه ساز تغییرات بنیادین در بازاریابی و توسعه شاخه های نوین ازجمله بازاریابی هوشمند مبتنی بر اینترنت اشیا شده است. هدف پژوهش بررسی سناریوهای بازاریابی هوشمند بر پایه اینترنت اشیا در صنعت بیمه تأمین اجتماعی است. پژوهش حاضر ازلحاظ ماهیت از نوع اکتشافی، ازلحاظ هدف از نوع پژوهش های کاربردی، ازلحاظ شیوه گردآوری داده ها توصیفی از نوع پیمایشی و بر مبنای ماهیت داده ها پژوهشی آمیخته (کیفی-کمی) به شمار می آید. در مرحله نخست با بهره گیری از روش کیفی داده بنیاد برگرفته از نظریه Strauss & Corbin (1998) مدل نظری ایجاد شد. سپس در راستای آینده پژوهی، از روش های تحلیل اثر متقابل و سناریوسازی بهره گرفته شد. جامعه آماری پژوهش 16 نفر از خبرگان بیمه تأمین اجتماعی و اینترنت اشیا و بازاریابی هوشمند در شعب تأمین اجتماعی خراسان رضوی هستند؛ در نهایت، داده های جمع آوری شده توسط نرم افزار سناریو ویزارد تحلیل شد. نتایج این پژوهش نشان داد که سناریوها در چهار گروه دسته بندی می شوند. در سناریوهای گروه اول (مطلوب)، اطمینان از یکپارچگی رویکردها و تربیت افراد ماهر به عنوان عوامل علّی نقش دارند. این سناریوها در شرایط زمینه ایِ وجود استانداردهای فناوری و مدیریت فناوری، به تحقق بازاریابی هوشمند منجر خواهند شد. در عوامل مداخله گر، حمایت مدیریت ارشد از توسعه و تداوم اجرای عملیات مورد توجه قرار دارد. در بُعد پیامدها نیز انتظار می رود تصمیم گیری صحیح در ارائه خدمات بیمه ای توسط کارشناسان بیمه انجام شود و چابک سازی بازاریابی و هوشمندسازی خدمات بیمه ای تحقق یابد.Future Research on Smart Marketing Based on the Internet of Things (Case Study: Iranian Social Security Organization)
In today's rapidly evolving technological landscape, advancements are occurring at an unprecedented pace. A notable example is the development of information and communication technology, which has facilitated significant changes in marketing and given rise to new branches, such as smart marketing based on the Internet of Things (IoT). This research aimed to explore smart marketing scenarios within the social security insurance industry. The study employed an exploratory, applied, and descriptive methodology for data collection, utilizing a mixed-methods approach that encompassed both qualitative and quantitative data. In the initial phase, a theoretical model was developed using a qualitative data-driven method inspired by Strauss and Corbin's theory (1998). Subsequently, interaction analysis and scenario-building techniques were applied to guide future research. The research population consisted of 16 experts in social security insurance, IoT, and smart marketing specific to the social security branches in Khorasan Razavi. The data gathered were analyzed using Scenario Wizard software, resulting in categorization into 4 distinct groups. The first group included "desirable" scenarios that emphasized the integration of approaches and training of skilled individuals. These scenarios were expected to unfold within the framework of technological standards and effective technology management in smart marketing. Among the key intervening factors, the support of senior management for the development and continuation of operations emerged as crucial. Consequently, desirable outcomes included improved decision-making in insurance services by experts, enhanced marketing agility, and advancement of smart insurance services. Introduction In today’s fast-evolving technological landscape, organizations must adopt modern strategies to ensure their success. This is particularly crucial for industries like insurance, which are facing shifting market dynamics and heightened competition. Insurance companies, including those offering social security services, encounter numerous challenges and opportunities driven by technological advancements, changing customer needs, and emerging risks. A significant opportunity exists in leveraging marketing innovations, particularly the Internet of Things (IoT). The IoT refers to a network of interconnected physical devices that communicate via the internet. Devices, such as smartphones, tablets, smart TVs, vehicles, and various other objects, utilize sensors to collect and exchange data. As the IoT expands rapidly, industries—including marketing—are experiencing substantial transformations. The IoT enables the collection and analysis of vast amounts of real-time data, allowing businesses to customize their marketing strategies to better meet individual customer needs. This research aimed to explore how the IoT could enhance smart marketing strategies within the Iranian social security insurance sector. Social security is vital for delivering essential public services and adopting IoT-driven marketing strategies can significantly enhance operational efficiency and responsiveness. Therefore, this study sought to develop a framework for smart marketing based on IoT and investigate future scenarios for its integration within Iran’s social security insurance system. Materials & Methods This research adopted an exploratory approach with an applied focus, investigating the future of IoT-driven smart marketing in the Iranian social security insurance sector. A mixed-methods approach was employed, integrating both qualitative and quantitative research methods. Data collection involved semi-structured interviews with 16 experts in social security insurance, IoT, and smart marketing selected for their extensive knowledge and professional experience. Initially, a theoretical model was developed using qualitative data-driven methods grounded in the framework proposed by Strauss and Corbin (1998). This model aimed to identify the key components, barriers, and facilitators of IoT adoption in marketing. In the second phase, future research methodologies, including interaction analysis and scenario-building techniques, were employed to explore potential future scenarios for IoT-based smart marketing. Data analysis utilized Scenario Wizard software to identify and categorize various scenarios that reflected different possible trajectories for IoT-driven marketing within the social security insurance sector. The insights gathered from expert perspectives formed the foundation for constructing multiple potential scenarios. Research Findings The study identified 4 distinct future scenarios for IoT-based smart marketing in the Iranian social security insurance sector categorized by desirability, likelihood, and potential impact. The "desirable scenarios" highlighted the integration of strategic approaches and the development of a skilled workforce contingent upon establishing appropriate technological standards and effective management practices in smart marketing. Key success factors included strong senior management support and cultivation of a technologically progressive organizational culture. The anticipated outcomes of these scenarios involved improved decision-making in insurance services, enhanced marketing agility, and smarter, customer-responsive insurance offerings. Additionally, senior management support emerged as a crucial factor influencing the success of IoT-based marketing initiatives. Involvement of senior leaders was essential for the smooth implementation and ongoing success of smart marketing efforts, which entailed not only the adoption of technology, but also ensuring that staff members received adequate training and resources. The first and third scenarios represented the most favorable conditions for the development of the Social Security Organization with all aspects of these scenarios deemed desirable. The fourth scenario depicted a static state, maintaining the current trend and involving gradual development focused on caution, internal capacities, and alignment with domestic cultural and social standards. Conversely, the second scenario illustrated a critical situation; if realized, it would lead to a significant decline in the factors influencing technological advancement and effective marketing within the Social Security Organization. In this scenario, nearly all conditions would trend toward crisis. Discussion of Results & Conclusion The study concluded that the successful implementation of IoT-driven smart marketing in the Iranian social security insurance sector relied on 3 core pillars: establishment of ICT infrastructure, effective managerial practices, and development of a skilled workforce. Together, these elements created an environment where IoT could significantly enhance marketing strategies, improve customer experiences, and streamline organizational operations. This research presented a conceptual framework for IoT-based smart marketing, utilizing both qualitative and quantitative methods. The proposed framework emphasized the importance of a holistic approach that integrated technology, management practices, and human resources to ensure the successful implementation of smart marketing. The findings contributed valuable insights to the academic literature on marketing intelligence and future research, offering practical implications for practitioners in the social security insurance sector and laying a foundation for future research on IoT marketing applications. Key influencers in the country's insurance industry included government and regulatory authorities, while insurance companies, particularly those providing social insurance, were the primary players. By minimizing direct intervention, adopting a primarily supervisory role, identifying resources, and directing them toward the development of insurance infrastructure, the government could significantly facilitate the growth of the Social Security Organization. A significant challenge facing the Social Security Organization was its inability to effectively envision a realistic and credible future. While technology had been introduced, the necessary infrastructure for its adoption and utilization remained inadequate. The organization faced weaknesses in knowledge, technological capabilities, developmental processes, and essential skills. Its primary strength lay in available resources though these were constrained by cumbersome laws and regulations. Consequently, reforms in financial policy, development of effective marketing strategies, and incorporation of systemic thinking into decision-making processes could substantially enhance the development of social insurance. A limitation of this study was its reliance on qualitative opinions and expert analyses within the Micmac and Scenario Wizard software frameworks, which might be influenced by individual biases related to impact assessment and acceptance of uncertainty. Additionally, the rapid pace of IoT technological advancements and ongoing changes in security and legal standards might necessitate periodic updates to the scenarios, rendering the results somewhat provisional.
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