银保领域的品牌策略研究

he current era of the knowledge economy, a brand has became a tool that acquire the customers and win the market competitive whether in the strategic or tactical level layer, it should be given attention. The research from the concept and development process of brand, explore the application of current brand strategy in the market competition. Through the environmental analysis, SWOT analysis and consumer types of psychological research, to make out a qualitative analysis. And according to the specific conditions of Beijing branch of China Life, in the bank assurance products, mutual penetrate between brand application and marketing strategy. Some view were suggested that intergrade brand positioning and product positioning in the area of bank assurance products and some recommendations about channel-building. Finally, from the different perspective to given the advises of brand in credibility-building, services-building and culture-building in the Beijing branch of China Life insurance company.