The Brand Marketing Strategy Of AAA Life Insurance Company Limited

AAA Life Insurance Company Limited, one of the 26 nationwide insurance companies authorized to establish by China Insurance Regulatory Commission, has made great progress in business since its opening approved in 2003. At the same time, however, many problems, especially the deficiencies in marketing strategy of the company, have been found and hindered the company from further advancement.This dissertation, aiming at brand marketing and combining the characteristics of this business and the development status of the company mainstream, takes differentiation and market subdivision as the trunk line, and, in allusion to the brand marketing strategy of AAA Life Insurance Company Limited, presents decision-making suggestions as well as practical opinions. The author subsequently indicates that emphasis should be laid on the construction of popular brand of life insurance, which takes the middle- and high-income group as the target market and offers pertinent professional service.This thesis mainly contains the following four parts:1.The exterior circumstance and the present status of AAA Life Insurance Company Limited are introduced before the importance of brand marketing and the value of the research in this thesis are pointed out.2.The problems of the company existing in such aspects as brand orientation, brand management, brand popularization and brand maintenance are analyzed via full and accurate data and relevant cases, and the viewpoints of the author on brand marketing strategy are put forward whereafter.3.The brand marketing strategy is fully discussed in this part, with feasibility analysis performed and concrete practical suggestions presented.4.The important value of brand maintenance and the protracted nature of the market subdivision are discussed.