实施品牌战略 提升竞争实力——以保险企业为例  

Brand Strategy and Promotion of Competitiveness——A Case of Insurance Companies

作　　者：黄广群[1] 李洪浩[2] 

机构地区：[1]安徽警官职业学院,安徽合肥230031 [2]安邦财产保险股份有限公司安徽分公司,安徽合肥230031

出　　处：《安徽警官职业学院学报》2012年第5期104-107,共4页Journal of Anhui Vocational College of Police Officers

摘　　要：在产品、服务日益同质化的时代,未来市场竞争就是品牌的较量。建立知名品牌,可以增加保险企业核心竞争力,占领更多的市场份额,使保险企业摆脱低价竞争,获取较大的经营利润,并有助于招揽优秀员工,提高雇员的忠诚度。面对国内外保险企业激烈的竞争,国内保险公司要想做大做强,提高自身的竞争实力,就必须加强诚信建设,进行产品和服务的创新,完善公司的管理体系,注重企业文化建设并能准确地进行市场定位,努力打造自己的优势品牌,提高企业的知名度和美誉度。In a time when products and services are getting more and more homogenous, the competition of fu- ture market lies in brand. Construction of famous brand can increase the core competitiveness of insurance com- panies and their market shares, avoid low price competition and obtain more profits. It is also helpful to recruit excellent employees and enhance their loyalty. Faced with fierce competition from abroad and in order to grow, domestic insurance companies must promote credit, innovate products and service, perfect the management sys- tem, pay attention to enterprise culture and accurately position themselves in the market. Advantageous brands, as well as the fame and good reputation of the enterprises, must be cultivated.

关 键 词：品牌战略 竞争优势 品牌美誉度 制度创新 企业文化 

分 类 号：F279.23[经济管理—企业管理]