探索“互联网+”时代保险营销变革中的“品牌智造”

An Exploration of the “Brand Building of Intelligence” in the Insurance Marketing Changes in the Era of Internet +

"互联网+"促进保险营销变革与发展,使品牌成为了不可复制的核心竞争力,因此有必要为之赋予新的内涵。本文顺应保险营销变革趋势,立足"智能"和"智士"这两个重点,分析了"品牌智造"的基本内涵和价值,反思目前保险营销中"品牌智造"存在的主要问题,探讨了如何以大数据分析为基础精准品牌定位,以及以人才创新为核心提升品牌忠诚度的问题,旨在加快保险营销变革中"品牌智造"的步伐,强化公众对于保险行业的信任和信心,提高品牌忠诚度,促进行业蓬勃发展。

The Internet plus era promotes the reform and development of insurance marketing, making the brand become a non-replicable core competitiveness, therefore, it is necessary to give new meaning. Based on the two key points of ＂intelligence＂ and ＂intellect＂, the paper conforms to the change trend of insurance marketing, analyzes the basic connotation and value of ＂brand intelligent made＂, reflects the main problems of ＂brand intelligent made＂ in insurance marketing, probes into accurate brand positioning based on big data analysis and taking talent innovation as the core to enhance brand loyalty, in order to speed up the pace of ＂brand intelligent made＂ in insurance marketing change, strengthen public trust and confidence for insurance industry, enhance brand loyalty, and promote the industry to flourish.