摘要
保险品牌行为是保险公司为了获得持久的竞争优势围绕品牌而开展的一系列营销活动；保险品牌行为的内容涉及定位、识别、架构、延伸与更新、传播和内化管理等多方面；保险品牌行为是有其信息经济学和行为经济学基础的。
Insurance branding activities are a series of marketing activities promoting its brand recognition by insurance companies in order to secure sustainable competitive advantage. Branding activities consist of brand positioning, brand recognition, framework, extension and updating, transmission and internalized management, etc. Branding activities are based on information economics and behavioral economics.
出处
《保险研究》
CSSCI
北大核心
2006年第9期12-15,共4页
Insurance Studies
关键词
保险品牌
品牌行为
信息经济学
行为经济学
insurance brand
branding activities
information economics
behavioral economics
