我国保险公司的品牌行为尚处在起步和发展阶段,存在着缺乏完整统一的视觉识别系统、定位不清晰、文化价值缺乏和内化管理不足等问题,因此,应实施积极的品牌战略,充分发挥品牌作用;细分保险市场,明确品牌定位;完善品牌识别,挖掘文化内涵;加强品牌内化管理,提高员工品牌意识;加强诚信建设,提升行业品牌形象等。 China’s insurance company’s brand behavior is still in its infancy and development stage. There is a lack of a complete and unified visual identification system, with unclear positioning, lack of cultural value and insufficient internal management. Therefore, a positive brand strategy should be implemented to give full play to Brand role; subdivision of the insurance market, a clear brand positioning; improve brand recognition, mining cultural connotations; strengthen internal management of brands and enhance employee brand awareness; strengthen the integrity of construction, enhance the brand image of the industry.