保险公司品牌营销问题研究

保险公司品牌营销可以通过不同方式替保险公司创造经济价值。但是从目前各家保险公司市场经营的实际状况来看,我国保险公司存在着品牌观念滞后、品牌战略规划缺失、品牌定位模糊、品牌保护意识薄弱、品牌误解和歧义等问题。基于这些问题,保险公司进行品牌营销的对策选择有:制定保险公司品牌营销的总体战略规划、设计营销策略、创建品牌资产、实施保险公司品牌营销的服务策略、实施保险公司品牌整合传播策略和保险公司品牌文化策略。

A study on brand distribution by insurance companies

Insurers can create economic values through different forms of brand distribution.But the actual situation of insurance companies today shows that Chinese insurers have various problems such as weak awareness towards the importance of brand buildup,lack of branding strategy,unclear brand positioning,weak awareness of brand protection,brand misinterpretation or misunderstanding,etc.The measures for insurers to conduct brand distribution are as follows: drawing up the overall strategic plan for brand distribu...