企业的品牌营销战略研究——以中国人民保险集团股份有限公司为例.docVIP

PAGE PAGE 4 企业的品牌营销战略研究 ——以中国人民保险集团股份有限公司为例 摘 要 随着保险业的改革创新进入新的阶段，将进一步释放生产力，最大程度得激发市场的活力，重构行业的价值体系，塑造崭新的保险形象。中国的保险行业如今依旧还处于初步的发展阶段，只有将现在的发展模式进行一定的转变，才可以将寿险公司的规模以及效率给迅速的提升起来，也才能够让越来越多的大企业、越来越多的小企业实力更加强大。对于保险产品的创新问题，这是不少保险公司常婵报告最容易忽略的，可确是市场和消费者常常所关注的问题。产品创新是我国促进和发展寿险市场的最有利的办法，只有如此才能够更好的将企业规模扩张的更大，更快，也恰好是目前及未来寿险行业竞争的关键所在。在此背景下，本文以中国人民保险集团股份有限公司为例，对互联网背景下的保险产品品牌创新策略进行探讨。本文的研究提出了保险产品创新策略，以为我国保险行业的产品创新提供借鉴。 关键词：保险公司；人寿保险；产品 Abstract With the reform and innovation of the insurance industry entering a new stage, it will further release the productivity, maximize the vitality of the market, restructure the value system of the industry and create a brand new insurance image. Chinas insurance industry is still at the preliminary stage of development, now only will now change the development mode of, can to the scale and efficiency of the life insurance companies to quickly boost up, also can let more and more large enterprises, more and more small businesses more powerful. As for the innovation of insurance products, this is the most easily ignored by many insurance companies, but it is the problem that the market and consumers often pay attention to. Product innovation is the promotion and development of life insurance market in China, the best way to only then can better the more the expansion of enterprise scale, faster, and also happens to be the key to current and future life insurance industry competition. In this context, this paper takes the Chinese people insurance group co., ltd. as an example to discuss the brand innovation strategy of insurance products under the Internet background. The research of this paper puts forward the innovation strategy of insurance products, which can provide reference for the product innovation in Chinas insurance industry. Key words: insurance company; Life insurance; Products  目 录 TOC \o 1-3 \h \z \u 1 引言 4 2 相关理论基础 5 2.1 品牌营销 5 2.2 保险行业产品品牌效应给企业带来的利益 5 2.2.1 通过品牌识别创建强势品牌 5 2.2.2 品牌顺应消费者多元化、个性化的必然要求 5 3 中国人民