保险公司品牌形象的核心价值分析

Analysis of the Core Values of Insurers′ Brand Image

在保险市场信息极不对称的情况下,作为一般的消费者实际上只能观察到保险公司的品牌,而不能观察到保险公司产品与服务的质量,品牌的本质实际上就是在市场竞争中保险公司的产品与服务向消费者发出的信号。而由这些信号构成的消费者联想中有一个对消费者购买行为起最终决定作用的因素,它就是公司品牌形象的核心价值。保险公司经营特性决定构成它的品牌形象的核心价值就是公司的诚信,它取决于消费者心目中认知的公司实力及公司提供的优质服务。

Under the situation of information asymmetry in the insurance market, general consumers can only oevel- op an impression on the insurer＇s brand image,but cannot observe the quality of the insurer＇s products and services. The essence of brand name is the signals sent to consumers by the insurer＇s products and services amid market competition. Among these signals forming the consumer association, the signal that holds the final decision on purchase is the core value of the brand image. The characteristics of insurance companies＇ operation determine that the insurers＇ credibility is the core value of its brand image, and credibility is cultivated in the minds of consumers by the insurer＇s financial strength and quality services.