Study On The Comprehensive Financial Brand Management Of China Ping An

With the intensification of market competition, domestic enterprises, especially the research and promotion of the comprehensive financial group to brand management, brand management has become a hot issue in the field of marketing. Famous marketing expert Philip Kotler believes that facing the serious challenges in the market marketing companies currently there are only two ways to deal with:one is the better understanding customer; second is the enterprise to provide the products and target market by the brand management more fit, value is more remarkable. Financial integration refers to the financial institutions under the license, the financial institutions can operate at the same time banks, securities, insurance and other financial services more than two. China Ping is a typical one full license of comprehensive financial group, and the Internet to promote the core financial business, financial business and cooperative development in recent years, initially realized the "Internet plus comprehensive financial innovation mode" and gradually improve, achieve the performance of steady growth and reflect the achievements worthy of transformation. Study on the operation and effect of the integration of the brand management mode in the comprehensive financial background.Due to the complexity of the integrated financial group’s business scope, covering two or more of the financial business, and the separation of the management, therefore facing the risk more, based on the domestic financial representative China Ping An Group, for example, China Ping an integrated financial brand management research. The in writing and the process of analysis and study, the main use of currently academia more mainstream brand management theory as a theoretical basis for the argument, for our country at present comprehensive financial industry brand management and brand strategy to make a study, using management related knowledge and case example analysis, using the SWOT model analysis of China Ping An current brand management work to do a comprehensive and effective judgment.