本文以国内外品牌价值、品牌创建与管理基础理论为依据,对中国平安品牌历程进
行了梳理,并对中国平安品牌管理现状进行了分析,在此基础上,提平安公司品牌经营、
品牌维护改进和实施措施。本文首先概述了中国平安主营业务、组织结构、发展战略、
品牌建设现状,随后运用问卷调查、走访座谈、查阅历史资料等方法,对中国平安品牌
品牌建设历程和管理现状进行了深入研究进行分析,查找问题,探寻成因。然后,运用
理论知识,就该公司品牌建设提出了具体的解决方案。最后,针对此方案分析了实施过
程中应注意的问题,提出了实施措施。

本文主要以品牌建设理论体系为依据,围绕中国平安战略发展目标,针对其品牌建
设现状,提出了规划思路、原则、总体方案,尤其是企业公民建设、一体化传播、危机
管理等方面,对于其它企业具有一定的参考价值。

[关键词]中国平安品牌发展品牌经营
[研究类型]应用研究
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.
[Key Words]Ping An of China brand development brand operation
Abstract
[Research Type] Application study