Brand Development Strategy Of New Joint Venture Company In China

30years since the reform and opening up, China’s market opening to the outside world continuously, the economy is sustained rapid growth, China’s insurance market also continues to grow as a major pillar of the financial sector, it has a huge potential for development attract a growing number of international insurance giant to shift attention to the Chinese market. At this moment, China seems to become the battleground of many multinational insurance groups. In recent years, Chinese government is constantly strengthened to support insurance industry, CIRC also timely introduce a variety of policies to meet the market development needs, and lead Chinese insurance market go to the direction of healthy, robust. At the same time, CIRC is constantly doing a variety of fresh attempts to seek a breakthrough of the Chinese insurance market. In early2008, the State Council approved a referral file ("160" file) from CBRC and CIRC. This document shows that the bank invest insurance company’s stake has agreed in principle. Since then, Chinese commercial banks start to go into insurance industry. How to develop bank-based insurance company in China, and where the road to success is in the future, these questions have become a common topic among many market players.In this context, the research use G Life as an example to explore brand building and promotion strategy. This research not only guides the brand building of G Life, but also can provide a reference for similar enterprises and future challenger.First, this research starts from the basic contents, such as the overview of Chinese insurance market and the development of Bancassurance in China. Use the Porter five forces and SWOT analysis to mining the strengths and weaknesses, opportunities and challenges of G Life. Secondly, the consumer research and brand awareness analysis will provide reference and recommendations to G Life brand building and advertising strategy.