Study On Brand Strategy Management Of Xinjiang Branch Of Ping An Insurance Company

The resumption of business of China insurance industry started since 35 years ago. After many Years of hard work, the development of China insurance industry is great. Along with the China Insurance Enterprises developing, the insurance enterprise had known that it was the important means to enhance the competitiveness of insurance enterprises and pay more and more impress on brand strategy and brand management, Since the beginning, the Ping An Insurance Company of China is a modern insurance enterprise, and the China insurance industry brand, working hard for this goal, it has made remarkable achievements. The branch of Ping An Insurance Company in Xinjiang was with the characteristics of Xinjiang. Brand management had been into enterprise strategic planning, and try to implement the brand construction, provide a great of products and services, build enterprise culture, optimize the external environment and other aspects of a more comprehensive perspective.This paper analyzes the brand construction and existing problems of Ping An insurance company of Xinjiang. The first chapter discusses the background and significance, the literature, research framework, methods and innovation of this article. It points out that in the region, the implementation of brand strategy research is still in the blank.The second chapter introduces the development status of Xinjiang insurance industry,Xinjiang insurance enterprise brand construction, state the effects and the existing problems, which is that the building of brand has been started, but the implementation of the brand strategy is fragmented, and the brand management is in a spontaneous the third chapter focuses on the property insurance, life insurance and pension insurance companies of Ping An insurance of Xinjiang. Analyses the brand building measures for internal brand influence factors, by SWOT analysis, and puts forward measures to promote internal impetus. The fourth chapter analyses the influencing factors of external brand construction of Xinjiang Ping An insurance company by Potter’s five forces model. The fifth chapter gives suggestions and opinions of the company brand construction of the Xinjiang Ping An insurance company, Ping An insurance company in Xinjiang, the implementation of brand strategy, brand management, is conducive to the healthy and sustainable development of the company, but this process still depends on the optimization of the external environment and the company’s attention.