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论文编号：	13625
作者编号：	2320200561
上传时间：	2022/12/5 11:48:59
中文题目：	B寿险公司品牌策略研究
英文题目：	A thesis on the brand strategy of B Life Insurance Company
指导老师：	杜建刚
中文关键字：	保险行业；B寿险公司；品牌策略
英文关键字：	Insurance industry；B life insurance company；Brand strategy
中文摘要：	品牌作为一种战略性资产，不仅是一个企业核心竞争力的灵魂，而且是产业整体素质的体现，是国家经济实力的象征。作为国家经济“减震器”和社会“稳定器”的保险业，改革开放以来发展取得了显著成就，但保险业的整体社会形象和品牌声誉仍然欠佳，尤其是中小险企文化积淀不够丰厚，品牌建设缺乏战略高度的宏观把握，普遍存在品牌定位趋同、品牌管理机制不健全等问题，与国家赋予保险业的战略定位和行业发展水平难以相称。 寿险业作为经营风险和信用的特殊行业，比其他行业更强调契约精神和品牌声誉。在进行前端无形产品的销售和后端可能长达数十年的服务过程中，消费者看重企业品牌带给自身的踏实感和信赖感，也更加关注科技进步、人文关怀带来的品牌服务体验。在当前全行业战略转型进入深水区的市场环境下，大公司垄断格局未被打破，马太效应明显，对于B公司这样的中小险企而言，在品牌效应、资源配置、渠道控制等领域仍然处于明显劣势，需要对自身发展环境、品牌定位、客户需求具备深刻、清醒、准确的认识，并据此探索差异化、特色化、细分化发展之路，才能创建自身生存发展的蓝海，提升自身品牌价值。 本研究借助PEST和SWOT营销环境分析工具，对B公司所处宏观市场环境、企业竞争环境等进行了较为全面的分析，梳理总结了其运营服务、营销渠道、产品体系和公司整体的运营现状，并通过调研资料对消费者购买动因、产品偏好、服务偏好进行了分析研究；应用品牌管理理论，剖析了B公司在品牌定位、品牌设计、品牌传播、品牌体验、危机管理等方面存在的主要不足，并提出了相应的品牌管理改善策略；结合企业实际，提出了在组织结构、制度文化、资金人才、危机应急方面的品牌策略实施保障。本研究旨在对B公司在经历发展低谷后的品牌重塑提供一些参考，也为国内中小险企加强品牌建设，寻求特色化、高质量发展之道带来一点启发和思考。 关键词：保险行业；B寿险公司；品牌策略
英文摘要：	As a strategic asset, brand is not only the soul of an enterprise's corecompetitiveness, but also the embodiment of the overall quality of the industry and the symbol of national economic strength. As the "shock absorber" of the national economy and the "stabilizer" of the society, the insurance industry has made remarkable achievements in its development since the reform and opening up. However, the overall social image and brand reputation of the insurance industry are still poor, especially the cultural accumulation of small and medium-sized insurance enterprises is not rich enough, the brand construction lacks a strategic macro grasp, and there are generally problems such as the convergence of brand positioning and the imperfect brand management mechanism, It is difficult to match the strategic positioning and development level of the insurance industry entrusted by the state. As a special industry of business risk and credit, the life insurance industry emphasizes the spirit of contract and brand reputation more than other industries. In the process of selling front-end intangible products and providing back-end services that may last for decades, consumers attach great importance to the sense of sureness and trust brought by the enterprise brand, and also pay more attention to the brand service experience brought by scientific and technological progress and humanistic care. In the current market environment of the whole industry's strategic transformation into the deep-water area, the monopoly pattern of large companies has not been broken, and the Matthew effect is obvious. For small and medium-sized insurance companies such as Company B, they are still at a significant disadvantage in the fields of brand effect, resource allocation, channel control, etc. They need to have a deep, clear and accurate understanding of their own development environment, brand positioning, and customer needs, and explore differentiation, characteristics Only by subdividing the road of development can we create a blue ocean for our own survival and development and enhance our own brand value. With the help of PEST and SWOT marketing environment analysis tools, this study conducted a more comprehensive analysis of the macro market environment and enterprise competition environment of Company B, sorted out and summarized its operation services, marketing channels, product system and the overall operation status of the company, and analyzed and studied the consumer's purchase motivation, product preference and service preference through research data; Applying the theory of brand management, this paper analyzes the main shortcomings of Company B in brand positioning, brand design, brand communication, brand experience, crisis management, and puts forward corresponding strategies for improving brand management; Combined with the actual situation of the enterprise, the implementation guarantee of brand strategy in terms of organizational structure, system culture, capital and talents, and crisis emergency is proposed. The purpose of this study is to provide some reference for the brand reconstruction of Company B after the downturn of development, and also to bring some inspiration and thinking for domestic small and medium-sized insurance enterprises to strengthen brand construction and seek the way of characteristic and high-quality development. Keywords: Insurance industry；B life insurance company；Brand strategy
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