转型升级背景下保险营销团队持久战略型品牌构建研究  

Research on the Construction of Sustainable Strategic Brand of Insurance Marketing Team Under the Background of Transformation and Upgrading

作　　者：张倩[1] ZHANG Qian(Insurance Professional College,Changsha 410114,China)

机构地区：[1]保险职业学院,长沙410114

出　　处：《中小企业管理与科技》2021年第33期122-124,共3页Management & Technology of SME

摘　　要：保险营销团队是保险公司的“核心资产”,品牌建设任重道远。论文简述了保险行业转型升级的基本背景,分析了保险营销团队面临的挑战与困境,立足持久战略型品牌理论,从促进战略落地、贯彻以人为本、建立深度互信这3个方面探讨了保险营销团队品牌构建的基本路径,旨在夯实团队基础,提升优质人力占比,彰显团队品牌效应,提振公司品牌形象,助力保险行业改革顺利推进。The insurance marketing team is the"core asset"of the insurance company,and the brand construction is of great responsibility and requires long-term hard work.This paper briefly describes the basic background of the transformation and upgrading of the insurance industry,analyzes the challenges and difficulties faced by the insurance marketing team,and based on the sustainable strategic brand theory,discusses the basic paths of the brand construction of the insurance marketing team from three aspects:promoting the implementation of the strategy,implementing people-oriented and establishing deep mutual trust,so as to consolidate the team foundation,improve the proportion of high quality human resources,highlight the team brand effect,boost the company's brand image and help the smooth progress of insurance industry reform.

关 键 词：转型升级 保险营销团队 持久战略型品牌 

分 类 号：F272.92[经济管理—企业管理] F842.3[经济管理—国民经济]