Study Of Brand Operation Of Ping An Insurance(Group)Company Of China,Ltd.

As insurance&financial market competition becomes increasingly fierce, brand building has received greater attention by insurance&financial company.How to build and ensure a strong brand position, that’s an important issue must be confronted and be solve d by insurance&financial or other large-scale enterprise.In this thesis, the brand building of Ping An Insurance of China, Ltd. is the main object of research. The first part of this thesis is a summary on the company consist of the major businesses, organization structure, development strategy, brand management status in quo. Then according to the theories on brand valuation, brand creation and management,This thesis make an intensive study on the brand building progress, brand management and current situation of Ping An Insurance of China, Ltd. by making full use of the methods of questionnaire investigation, interview and literature access, etc. Through detailed analysis, the author put forward some maintenance strategies and concrete measures on strengthening brand management.By means of intensive study on the brand building of Ping An Insurance of China, Ltd. The author believe that the proposed business strategies and specific measures putted forward by the author according to current situation of the company also have high reference value for other enterprise.