The Powerful Brand Strategy Research Of China Insurance Company

In recent years, the insurance industry make significant achievements and growing social impact, but its overall brand image is still weak, and is not commensurate with its industry conditions and status. Insurance companies have a long way to go in brand construction and management.China Insurance Company was founded in July 15,1986, and is the second wholly state-owned insurance company with independent legal entity. In the latest 20 years, The china Insurance Co. has successfully achieved our country's market, making the company which started as a agricultural insurance, born in Xinjiang, a little-known regional company develop into a property insurance company whose service organization covering the whole country, and the size of property and casualty insurance business is in the fourth in the whole nation.Since its establishment, China Insurance Co. initially lagged behind brand set and management. For example, they did not have unique feature and market location in brand construction that affect brand image in consumers and consumer cannot accept the firm's produce. Therefore, it is meaningful to analyze and resolve the problem of China Insurance Co., and we look forward to offer some elicitation to brand construction and management of China's Insurance.The Paper studies overviews on development of China Insurance Co. and its brand position, introduces its strategic objectives and planning, and analyzes the inside and outside strategic situation. Using the method of SWOT, We analyze the company's strength, weakness, opportunities and threat, set strategic objectives of brand that combine the knowledge of consumer behavior and brand goals. Later, we give some suggestions, as follows:under violent market competition, China Insurance Co. needs to grow brand objectives and make adjustment if inside and outside situation take place. Thus, the firm would embark on the track of sound development, and receive firm's strategic objectives.