我国寿险企业品牌营销策略探讨

摘要

With the brand marketing as the focus, combined with the characteristics of life insurance sale, the analysis is conducted about the brand strategies adopted by domestic famous insurance companies under different situations. Then it is proposed that brand construction of insurance industry should give priority to the unique product brand and service brand.%以品牌营销为着眼点，结合寿险销售的特点，通过对国内几家著名保险公司在不同形势下采取的品牌战略进行分析，提出保险业品牌构筑应该以独特的产品品牌和服务品牌为主。