The Research Of Enhancingthe Cultural Soft Powerof China United Property Insurance Company

Insurance is an industry which benefits the country. It can greatly elevate people’s ability to cope with the risks in their life, as well as escorting people’s career, physical and mental health, and family harmony, thus promoting national, social and personal steady progresses. However, it’s the reality that insurance industry is in a highly competitive market environment. As a result, any insurance company has to face with the intense competition. In the current fierce competition market, how to enhance their reputation and competitiveness of enterprise, and create high-quality corporate image, has become an important issue for many insurance companies.Based on this, the research main contents are as follows:Firstly, the paper systematically analyzes the basic enterprise culture and soft power, the content and structure, the great value and evaluation methods and so on, therefore laying the foundation for research of the following cultural soft power of China United Property Insurance Company; Secondly, this paper comprehensively analyzes the content of its cultural soft power structure, the strategic objectives to diversify the industry, the business philosophy of respecting the customer, giving priority to efficiency, and the slogan of " sharing weal and woe"; Thirdly, according to strict procedures, the article conducted a systematic review of the cultural soft power of China United Property Insurance Company. It also indicates that the enterprise cultural soft power still exists a series of problems to be solved, and has large space to promote the healthy development of the enterprise. Fourth, according to the content and structure of the cultural soft power, evaluation model and China United Property Insurance Company’s development status, some problems are found in the construction and dissemination process of enterprise cultural soft power. Finally, based on the status quo of China United Property Insurance Company cultural soft power development, several measures can be taken to enhance cultural soft power to improve their visibility, build corporate image, and improve its competitiveness in the market.Overall, China United Property Insurance Company has experienced nearly three decades of development, not only formed a strong enterprise strength and high popularity and reputation in the industry; but also deeply realized the importance of the building of enterprise culture in the enterprise development process. However, its enterprise culture has not brought benefits to improve their visibility, build enterprise image, and enhance the market competitiveness. Thus, updating the concept of enterprise culture, improving enterprise culture content and promotion has become the only way for China United Property Insurance Company to elevate cultural soft power in the process.