Designing a model of marketing strategies in Hafez Atieh Sazan Insurance Company

Background and Aim: In order to survive in the competitive market of various products and services, the use of marketing strategies is inevitable so that the success or failure of companies depends on it. Therefore, the present study was conducted with the aim of presenting a model of insurance marketing strategies for Hafez Atieh Sazan Insurance Company. Materials and Methods: This research was conducted qualitatively using the grounded theory method. Participants were selected by purposive sampling method and after ۱۱ semi-structured interviews, theoretical saturation was obtained and the gathered data were analyzed by Strauss and Corbin approach with Atlas.ti Software. Results: As a result of data analysis, ۱۳۴۰ codes derived from open coding, ۵۷ concepts and ۱۳ categories were classified into six dimensions. "Strategic management" was identified as causal conditions, categories of "public relations", "personal selling", "direct marketing", "electronic marketing", "advertising", "technology tools", and "management tools" as strategic conditions "strategic marketing" as an axial phenomenon, "investment management" as context condition, "corporate social responsibility" and "market orientation" as intermediary/ intervening conditions, and "performance" was identified as outcome. Conclusion: According to the identified concepts and categories related to the marketing strategies, it was suggested that Hafez Atieh Sazan Insurance Company must improve and expand the marketing strategies by providing the model conditions presented in this study.

کلیدواژه ها:

Marketing Strategy ، grounded theory ، Insurance