A Research On Enhancing Brand Influence Of Ping An Company

In recent years,public concerns for enterprises have been extended from simple product and service quality to social responsibility that an enterprise bears and its brand image.With the maturity of enterprises,the public has more expectation and demands on enterprises as social individuals.As the symbol of enterprises,brand images directly influence the economic efficiency of enterprises.If enterprises conscientiously fulfill their social responsibility,it would help to enhance customer loyalty and employee recognition,and then enterprises would establish a good brand image and gain competitive advantages.However,presently many domestic enterprises still put economic interests at the first place and regard social responsibility as forced and reluctant burden.There's a lot of room for improvement of their thinking and performance.This article took Ping An Insurance(Group)Company of China,LTD(hereinafter referred to as “Ping An”)as the research object.Firstly,it reviewed and teased literature of enterprise social responsibility and brand influence and other related theories and literature,in order to know the overall context of theory evolution of enterprise social responsibility and make the relationship between social responsibility and brand influence clear.On this basis,status of enterprise social responsibility of Ping An of China was analyzed with the case analysis method.Then,problems in brand influence of Ping An of China were raised from the perspective of enterprise social responsibility so as to come up with countermeasures and advices from the perspective of enterprise social responsibility on how to enhance its brand influence.At last,conclude and outlook.Research data were mainly obtained from public annual reports of listed companies and social responsibility reports of enterprises with third party certification.Through analysis and study of enterprise social responsibility of Ping An of China,this article mainly have following conclusions: First,consciously and actively fulfilling enterprise' social responsibility can effectively enhance enterprise brand influence and gain competitive advantages;Second,simultaneously promoting social responsibility strategy and brand strategy is helpful to efficiently implement enterprise social responsibility,meanwhile beautify brand image and enhance brand influence;Third,discarding the misconception of social responsibility burden anddynamically integrating enterprise social responsibility strategy and enterprise development strategy,can contribute to lowering enterprise cost,as well as persistence,systematicness and scientificity of fulfillment for social responsibility.