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保险是金融服务行业,较一般的商品服务属性更强,服务贯穿整个业务过程。在中国加入WTO以后,保险企业的经营方式由传统型向服务型转变,服务竞争也成为主战场。而保险企业的品牌也呈现出服务型企业品牌的特点——注重信誉,以客户为主,提高服务附加值,进行服务创新。要想打造本土保险企业的服务型品牌,提升保险企业的品牌竞争力。必须注重视觉识别系统、企业服务、广告宣传和公关活动四大要素。在这方面,中国人寿、中国人保控股等保险行业的领导者抢先行动,通过四大要素打造优秀的服务型品牌,从而赢得接近垄断性的市场领先地位。
Insurance is the financial services industry, more general than the service attributes of goods and services throughout the business process. After China’s accession to the WTO, the operation mode of insurance enterprises has changed from the traditional type to the service type, and service competition has also become the main battlefield. The insurance company’s brand also shows the characteristics of service-oriented brand - focus on credibility, customer-focused, improve service added value, service innovation. To create a service-oriented brand of local insurance companies, enhance the brand competitiveness of insurance companies. Must pay attention to the visual identification system, business services, advertising and public relations activities of the four elements. In this regard, leaders such as China Life Insurance and PICC Holdings pioneered the four major elements of building a service-oriented brand to win market leadership close to monopoly.