INTEGRATION OF MARKETING AND INSURANCE TECHNOLOGIES INTO RISK MANAGEMENT SYSTEM

Анотація

Zheliuk T.L., Holias V.I. INTEGRATION OF MARKETING AND INSURANCE TECHNOLOGIES INTO RISK MANAGEMENT SYSTEM Purpose. The aim of the article is to substantiate the theoretical and practical principles of integrating marketing and insurance technologies into the risk management system and to develop scientifically based recommendations for their effective application. Methodology of research. To achieve the goal and implement the objectives of the study, the article uses a set of scientific methods that provide a comprehensive, structured and systematic approach to analysing the integration of marketing and insurance technologies in the context of modern risk management: the method of generalisation and analogy is used to systematise scientific approaches to risk management, identify similar elements in marketing and insurance strategies, and identify the possibility of their integration into a single management model. The methods of structural and system analysis are used to determine the role and functional place of insurance as a key risk management tool, to build relationships between the elements of the risk management, insurance and marketing system in the modern business environment. The method of data visualisation (in the form of tables, graphs and diagrams) allowed us to clearly track the dynamics and structure of the insurance market. The comparative analysis allowed us to compare approaches to the integration of marketing strategies into insurance activities. Findings. The essence and place of insurance in the risk management system were analysed, its main types are identified, and innovative business insurance technologies are substantiated taking into account the challenges of digitalization and martial law. The specifics of using marketing to promote insurance services and increase the culture of using insurance technologies by modern business structures in the risk-based management system are substantiated. Originality. The organizational and scientific foundations for the integration of marketing and insurance technologies into the business ecosystem to enhance the effectiveness of risk-oriented management in the face of security challenges and threats are substantiated. Practical value. The research results are aimed at intensifying the use of insurance instruments in the risk-oriented management system through the use of innovative marketing technologies. Key words: business insurance, adaptive ecosystem, risk management, marketing technologies, strategies, insurance services.

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