The Research Of Pacific Insurance Company Brand Strategy Optimization

The Pacific insurance company as the leading industry of the insurance industry,after decades of development,also will encounter bottlenecks in brand management,for example,aging brand image,brand recognition,fuzzy brand management problems.How to improve their market share in the future under the fierce competition,enhance the company's brand awareness and loyalty,this will be a concern problem for the company.To study the problem of brand strategy optimization of Pacific insurance company,will create good development opportunities for the insurance company,and welcomed a new development situation.How to use the new development opportunity to reform the brand management of insurance companies,it will be the key of this study.In view of this,this paper use literature research,case analysis and interview method to study the status situation of the Pacific insurance company brand management,to analysis the problems of Pacific insurance company in brand strategy,furthermore put forward the corresponding improvement measures from the brand positioning,brand influence,brand marketing and maintenance management and so on six aspects,so as to provide theoretical guidance for insurance enterprise brand management activities.The improtant content of the paper is as follows.Chapter one is introduction.This chapter mainly introduces the research background,research significance,research methodsof this article.The second chapter is the literature review.This chapter mainly reviews the domestic and foreign literatures on brand,brand management and brand strategy optimization.The third chapter is the analysis of the operating environment of Pacific insurance company.This chapter mainly use the PEST and SWOT method to analyze the operating environment,and provides the basis for the follow-up study of this paper.The fourth chapter analyzed the status quo of brand strategy of Pacific insurance company.The basic situation of Pacific insurance company,brand development,brand value,competitors and brand management are analyzed in this chapter.The fifth chapter is the Pacific insurance company brand strategy optimization Suggestions.Namely: the Pacific insurance company should enhance brand strategy management,clear brand positioning,brand planning and management,to strengthen the brand dissemination and promotion,strengthen the brand influence,positive for brand management and maintenance.The sixth chapter is the research conclusion and prospect.This chapter puts forward a specific path to optimize and develop the brand construction of Pacific insurance company,and expounds the existing problems in the research and points out the research direction.