本文選題：綜合金融　切入點：保險公司　出處：《廣東工業(yè)大學》2014年碩士論文　論文類型：學位論文

【摘要】：A保險公司1988年誕生于我國改革開放前沿蛇口,是我國金融保險業(yè)改革試點,26年來從無到有、從小到大,進入世界500強,成為橫跨保險、銀行、投資為一體的綜合金融服務(wù)商。短短26年,資產(chǎn)由5000萬,發(fā)展為今天的3.2萬億元,增長6.4萬倍,堪稱民族品牌的奇跡。A公司是如何從一個不知名的保險品牌,而走向亞洲品牌500強,又是如何在從單一的保險品牌走向綜合金融的品牌,這是一個值得研究的問題。 經(jīng)過26年的創(chuàng)新快速發(fā)展,今天A保險公司站在國際金融巨頭的肩上,成為開創(chuàng)和引領(lǐng)中國綜合金融服務(wù)的先鋒,是中國唯一一家全牌照綜合金融集團,它打造的服務(wù)平臺超出同行10年以上,而且廣受贊譽的金字招牌：世界500強,全球最具價值品牌100強等等。因此,選擇這個命題作為研究對象具有一定的現(xiàn)實意義和指導作用,具體體現(xiàn)在以下幾個方面： 第一,為保險行業(yè)戰(zhàn)略目標提供思路及支持。A保險公司建立二十多年來,一直在管理創(chuàng)新中發(fā)展,隨著保險、銀行、投資三大主營業(yè)務(wù)的形成,綜合金融平臺對其品牌影響力越來越大。但是在品牌建設(shè)中也存在些不足,有待于完善和解決。 第二,為類似企業(yè)品牌建設(shè)提供參考。選取A保險公司的品牌建設(shè)作為對象,既具有特定意義,又具有代表性。在研究過程中,努力借鑒現(xiàn)有的理論成果,以歷史的眼光看問題,采用多種措施,解決品牌建設(shè)中的問題,對其它企業(yè)也具有一定的參考意義。
[Abstract]:In 1988, A Insurance Company was born in Shekou, the frontier of China's reform and opening up. It is a pilot project of financial and insurance reform in our country. In the past 26 years, it has grown from nothing, from small to large, into the top 500 in the world, and has become a trans-insurance, a bank, A comprehensive financial service provider that invests in one body. In just 26 years, the assets have grown from 50 million yuan to 3.2 trillion yuan today, an increase of 64,000 times. This can be called a miracle of national brand. A company is a miracle from an unknown insurance brand. However, it is worth studying how to move from a single insurance brand to a comprehensive financial brand. After 26 years of rapid innovation and development, today, Insurance Company A stands on the shoulders of the international financial giants and becomes the pioneer in creating and leading China's comprehensive financial services. It is the only full-license comprehensive financial group in China. Its service platform is more than 10 years from its peers, and it is widely praised for its gold-lettered signboard: top 500 in the world, top 100 of the most valuable brands in the world, and so on. Therefore, choosing this proposition as the object of study has certain practical significance and guiding role. This is reflected in the following areas:. First, to provide ideas and support for the strategic objectives of the insurance industry. Since the establishment of the insurance company for more than 20 years, it has been developing in management innovation. With the formation of three major businesses, insurance, banking and investment, The comprehensive financial platform has more and more influence on its brand, but there are some shortcomings in brand construction, which need to be improved and solved. Second, to provide reference for the brand construction of similar enterprises. Select A insurance company brand construction as the object, both specific significance and representativeness. In the process of research, try to learn from the existing theoretical results. Looking at the problems from the historical perspective and adopting various measures to solve the problems in brand construction are also of certain reference significance to other enterprises.
【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F842.3

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