The Analysis Of Insurance Service Marketing In Brand Building

The service marketing deals customer interrelationship, satisfying customer expectation is his pursuing target, managing brand bases on creating loyalty customer community, the achievement employee is a corporation to pursue an outstanding result. The service marketing passes the employee's excellent performance in process and process to give the customer delighted, procures improving brand image and enhances performances. The corporation relatively pays attention to external marketing currently and neglecting internal marketing, under the condition of this, dealing corporation brand even need to manage service marketing well.This thesis makes use of service characteristic, operating and requesting, combining the present condition of service marketing with general the brand of corporation develop of circumstance, analysis internal marketing and operating of Taiping and Xincheng Insurance Companies, such as organize environment, personnel's spirit feature, recruiting and training, assessing and internal service to employee, relies on providing of five degree of latitudes of the service, and adoption SERVQUAL quantity form, employer origin's value and value chain of service, combines Service Quality Stairs, evaluates two insurance companies to provide the customer of the service perception with expectation, evaluating their service quality and customer's impression to influence its brand image.Concluded to control service operation and service quality, enhancing internal marketing and surpasses customer's expectation feeling. Makes use of the Integrated Marketing Communications, take service satisfaction as core, builds up the brand of customer loyalty, promotes the image position within heart of the target customer, and the cognition of its brand image, and manages the brand equity to win the competitive advantage, enhancing brand image.