导　　师： 张德鹏

学科专业： 1202

授予学位： 硕士

作　　者： ;

机构地区： 广东工业大学

摘　　要： A保险公司1988年诞生于我国改革开放前沿蛇口,是我国金融保险业改革试点,26年来从无到有、从小到大,进入世界500强,成为横跨保险、银行、投资为一体的综合金融服务商。短短26年,资产由5000万,发展为今天的3.2万亿元,增长6.4万倍,堪称民族品牌的奇迹。A公司是如何从一个不知名的保险品牌,而走向亚洲品牌500强,又是如何在从单一的保险品牌走向综合金融的品牌,这是一个值得研究的问题。 经过26年的创新快速发展,今天A保险公司站在国际金融巨头的肩上,成为开创和引领中国综合金融服务的先锋,是中国唯一一家全牌照综合金融集团,它打造的服务平台超出同行10年以上,而且广受赞誉的金字招牌：世界500强,全球最具价值品牌100强等等。因此,选择这个命题作为研究对象具有一定的现实意义和指导作用,具体体现在以下几个方面： 第一,为保险行业战略目标提供思路及支持。A保险公司建立二十多年来,一直在管理创新中发展,随着保险、银行、投资三大主营业务的形成,综合金融平台对其品牌影响力越来越大。但是在品牌建设中也存在些不足,有待于完善和解决。 第二,为类似企业品牌建设提供参考。选取A保险公司的品牌建设作为对象,既具有特定意义,又具有代表性。在研究过程中,努力借鉴现有的理论成果,以历史的眼光看问题,采用多种措施,解决品牌建设中的问题,对其它企业也具有一定的参考意义。 In1988, A insurance company was born in the forefront of China's reform and opening up, Shekou, is reform of finance and insurance,26years from small to large, Fortune500, becoming across the insurance, banking, investment in integrated financial services provider. Short span of25years, the assets of50million, the development of today's3.2trillion yuan, an increase of6.4times, called national brands miracle. How safe is the insurance from an unknown brand, and to Asia's top500brands, but also how the insurance from a single integrated financial brand to brand, it is a question worthy of study. A insurance company International Financial standing on the shoulders of giants, and create and lead China to become a comprehensive financial services pioneer, is China's only all licenses Comprehensive Financial Group, to build a service platform beyond its peers over10years, and acclaimed flagship:Fortune500, the world's most valuable brands in the top100, and so on. Therefore, the choice of this proposition as the object of study has some practical significance and guiding role, embodied in the following aspects: First, provide ideas and support for the insurance industry strategic objectives. A insurance company established twenty years, has been developed in the management of innovation, with the formation of insurance, banking, investment three main business, integrated financial platform for its brand influence is growing. But there are also some brand building enough to be perfect and resolved. Second, to provide a reference for similar corporate brand building. Select A insurance company Co. of brand building as an object, not only has a specific meaning, but also has representative. During the study, the results of efforts to draw on existing theories, historical perspective to the problem, using a variety of measures to address the problem of building brands for other companies also have some reference value.

关 键 词： 综合金融 保险公司 品牌提升

分 类 号： [F274 F842.3]

领　　域： [经济管理] [经济管理] [经济管理]