基于综合金融发展平台的A保险公司品牌提升研究

发布时间：2018-03-20 12:29

本文选题：综合金融　切入点：保险公司　出处：《广东工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：A保险公司1988年诞生于我国改革开放前沿蛇口,是我国金融保险业改革试点,26年来从无到有、从小到大,进入世界500强,成为横跨保险、银行、投资为一体的综合金融服务商。短短26年,资产由5000万,发展为今天的3.2万亿元,增长6.4万倍,堪称民族品牌的奇迹。A公司是如何从一个不知名的保险品牌,而走向亚洲品牌500强,又是如何在从单一的保险品牌走向综合金融的品牌,这是一个值得研究的问题。经过26年的创新快速发展,今天A保险公司站在国际金融巨头的肩上,成为开创和引领中国综合金融服务的先锋,是中国唯一一家全牌照综合金融集团,它打造的服务平台超出同行10年以上,而且广受赞誉的金字招牌：世界500强,全球最具价值品牌100强等等。因此,选择这个命题作为研究对象具有一定的现实意义和指导作用,具体体现在以下几个方面：第一,为保险行业战略目标提供思路及支持。A保险公司建立二十多年来,一直在管理创新中发展,随着保险、银行、投资三大主营业务的形成,综合金融平台对其品牌影响力越来越大。但是在品牌建设中也存在些不足,有待于完善和解决。第二,为类似企业品牌建设提供参考。选取A保险公司的品牌建设作为对象,既具有特定意义,又具有代表性。在研究过程中,努力借鉴现有的理论成果,以历史的眼光看问题,采用多种措施,解决品牌建设中的问题,对其它企业也具有一定的参考意义。
[Abstract]:In 1988, A Insurance Company was born in Shekou, the frontier of China's reform and opening up. It is a pilot project of financial and insurance reform in our country. In the past 26 years, it has grown from nothing, from small to large, into the top 500 in the world, and has become a trans-insurance, a bank, A comprehensive financial service provider that invests in one body. In just 26 years, the assets have grown from 50 million yuan to 3.2 trillion yuan today, an increase of 64,000 times. This can be called a miracle of national brand. A company is a miracle from an unknown insurance brand. However, it is worth studying how to move from a single insurance brand to a comprehensive financial brand. After 26 years of rapid innovation and development, today, Insurance Company A stands on the shoulders of the international financial giants and becomes the pioneer in creating and leading China's comprehensive financial services. It is the only full-license comprehensive financial group in China. Its service platform is more than 10 years from its peers, and it is widely praised for its gold-lettered signboard: top 500 in the world, top 100 of the most valuable brands in the world, and so on. Therefore, choosing this proposition as the object of study has certain practical significance and guiding role. This is reflected in the following areas:. First, to provide ideas and support for the strategic objectives of the insurance industry. Since the establishment of the insurance company for more than 20 years, it has been developing in management innovation. With the formation of three major businesses, insurance, banking and investment, The comprehensive financial platform has more and more influence on its brand, but there are some shortcomings in brand construction, which need to be improved and solved. Second, to provide reference for the brand construction of similar enterprises. Select A insurance company brand construction as the object, both specific significance and representativeness. In the process of research, try to learn from the existing theoretical results. Looking at the problems from the historical perspective and adopting various measures to solve the problems in brand construction are also of certain reference significance to other enterprises.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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