人寿保险公司品牌竞争力的研究——以平安人寿保险公司为例

人寿保险公司品牌竞争力的研究

——以平安人寿保险公司为例

摘要

首先，本文对人寿保险和人寿保险公司的概念进行了界定。人寿保险指的是当被保险人的生命发生了保险事故时，由保险人支付保险金。人寿保险分为风险保障型人寿保险和投资理财型人寿保险。保障型人寿保险又分为定期死亡寿险、终身死亡寿险和两全保险；投资理财型人寿保险分为分红保险、投资连结保险和万能人寿保险。

然后，本文论述了品牌竞争力的特征与构成。品牌竞争力是某一品牌产品超越其他同类产品的竞争能力，是其它同类产品不易甚至是无法模仿的能力，是开拓市场、占领市场并获取更大市场份额的能力，它具有能力比较性、目的利益性、竞争动态性、形成过程性和资源整合性。有学者将品牌竞争力划分为八大层次力：品牌核心力、品牌市场力、品牌忠诚力、品牌辐射力、品牌创新力、品牌生命力、品牌文化力和品牌领导力，从核心力向领导力依次延伸递进。

结合人寿保险公司的特点，本文认为，人寿保险公司的核心竞争力主要由公司的规模、人力资本、风险管理能力和创新能力决定。最后，本文以平安人寿保险公司为例分析了人寿保险公司的核心品牌竞争力。结合人寿保险公司的管理经验和经营经验，本文认为，人寿保险公司在中国业界首屈一指的原因是拥有较好的精算技术、核保核赔标准建立和资产管理能力、个人营销渠道能力、品牌建设能力、服务客户能力、管理能力和企业创新能力。

关键词人寿保险；品牌竞争力；平安人寿保险公司

Abstract

First of all, in this paper, the concept of life insurance and life insurance companies is defined. Life insurance is when life when insurance accident happens, insurant pay insurance gold by the underwriter. Life insurance is divided into the risk safeguard life insurance and investment managing finances life insurance. Safeguard life insurance is divided into regular death life insurance, life insurance and endowment insurance; Type investment managing finances life insurance can be divided into dividends insurance, investment linked insurance and universal life insurance.

Then, this paper discusses the characteristics and composition of brand competitiveness. Brand competitiveness is a brand product beyond the other similar products competitive ability, is not easy or even to the ability to mimic other similar products, is to exploit market and occupy the market and obtain more market share, it has the ability of comparative interests, goals, competition is dynamic, forming process and resource integration. Some scholars will brand competitiveness is divided into eight levels: core brand, brand, market forces, brand loyalty, brand, brand innovation, brand vitality, radiation, brand culture and brand leadership, from the core force to progressive leadership in turn.

Combining with the characteristics of life insurance companies, this paper argues that the life insurance company's core competitiveness is mainly composed of the company's scale, human capital, the risk management ability and innovation ability. Finally, with Ping An life-insurance company as an example, this paper analysed the life insurance company's core brand competitiveness. Combined with the life insurance company management experience and management experience, this paper argues that life insurance companies in the industry's leading reason is that China has good actuarial technology, underwriting standard establishment and asset management capabilities, personal abilities