中国人寿体制转型中的品牌战略研究

发布时间：2018-06-08 00:51

本文选题：中国人寿保险公司 + 品牌建设　；参考：《上海交通大学》2013年硕士论文

【摘要】：自中国1949年建国成立了第一家保险公司-中国人民保险公司以来,中国保险业经历了多重改革,并不断壮大。不仅保险的种类随着人们的需求和社会状态不断增加变化,行业的竞争也日益激烈。目前,保险市场可谓百花齐放,作为国有控股保险公司之一的中国人寿保险公司在各个方面都受到机制更加灵活的私有保险公司,以及经验更加丰富的外资保险公司的冲击。在发展如此迅速、竞争日益激烈的当下,保险公司的品牌建设变得尤为重要。对于中国人寿保险公司来说,由于其正处于由国有企业到国有控股再到如今的不断引进其他资本转型为多元化股份制企业的阶段,如何有效地树立品牌形象,利用品牌的优势来推动公司的发展并且进一步增加公司的价值,是值得认真思考和追求的一个目标。品牌建设必须与公司的整体战略相对应、相适应。同时还要力求保证:保持一定的品牌差异,形成强大的品牌竞争力;由内而外地进行调整改革,营造融合的品牌氛围;充分利用品牌在增强公司竞争力中有力的杠杆作用,进一步延伸品牌对消费者及大众媒体的影响;寻求并缔造合理的品牌联盟,实现双赢局面。本文将客户满意度模型运用到中国人寿保险公司在体制转型中关键致胜的品牌建设中,从而分析出合理可行的品牌战略建议。
[Abstract]:Since 1949, the founding of China's first insurance company, the people's Insurance Company, China's insurance industry has undergone a number of reforms, and continued to grow. Not only are the types of insurance increasing and changing with people's needs and social conditions, the competition in the industry is becoming increasingly fierce. At present, the insurance market is full of flowers. As one of the state-controlled insurance companies, the Chinese life insurance companies are affected by the more flexible private insurance companies and the more experienced foreign insurance companies. In such a rapid development, increasingly fierce competition, the insurance company brand building has become particularly important. For Chinese life insurance companies, since they are in the stage of continuously introducing other capital from state-owned enterprises to state-owned holding companies and transforming other capital into diversified joint-stock enterprises, how to effectively establish the brand image, Making use of the advantages of brand to promote the development of the company and further increase the value of the company is a goal worthy of serious consideration and pursuit. Brand building must be in line with the company's overall strategy. At the same time, we should make every effort to ensure that: to maintain certain brand differences, to form a strong brand competitiveness; to adjust and reform from inside to outside, to create an integrated brand atmosphere; to make full use of the leverage role of brands in enhancing the competitiveness of the company, Further extend the impact of brand on consumers and mass media; seek and create a reasonable brand alliance to achieve a win-win situation. In this paper, the customer satisfaction model is applied to the key success brand construction of Chinese life insurance company in the system transformation, and the reasonable and feasible brand strategy suggestions are analyzed.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3;F273.2

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