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中国平安保险股份有限公司,是中国第二大保险公司,它成立于1988年,是中国首家股份制保险公司,也是中国唯一一家有外资(摩根斯坦利和高盛)参股的全国性保险公司。到2000年,平安保险已初步形成了以保险业为主,证券、信托、投资和海外业务为一体的多元、紧密、高效的集团架构。平安确立未来的发展目标是要建立国际一流的金融服务集团。随着中国即将加入WTO和市场经济的进一步成熟和发展,国际保险公司将纷纷进入中国市场。为了迎接WTO带来的机遇和挑战,稳固平安在中国市场上不可动摇的优势地位,平安保险急需建立品牌清晰的差异化形象。由于麦肯光明在过去一年中成功地对PA18.com进行了品牌定位和上市推广,平安希望麦肯光明进一步参与整合集团品牌的定位和管理。我们了解到平安保险集团需要建立具亲和力的的品牌形象以区隔未来的强势竞争压力,拟通过3A(Anywhere,Anytime,Anyway服务体系的建立,为客户提供全方位、快捷、便利的超值服务,以区隔于国内其他保险公司,并与外资保险公司抗衡。接下这个案子以后,麦肯光明广州分公司迅速通过麦
China Ping An Insurance Co., Ltd., the second largest insurance company in China, was established in 1988 as the first joint-stock insurance company in China and the only national insurance company in China with foreign investment (Morgan Stanley and Goldman Sachs). By the year 2000, Ping An Insurance has initially formed a diversified, compact and efficient group structure that focuses on the insurance industry, securities, trusts, investment and overseas operations. Safe to establish the future development goal is to establish a world-class financial services group. With China’s imminent accession to the WTO and the further maturity and development of the market economy, international insurance companies will enter the Chinese market in succession. In order to meet the opportunities and challenges brought by the WTO and to stabilize the unshakable and dominating position in the Chinese market, Ping An Insurance urgently needed to establish a clear and differentiated brand image. As McCain Bright succeeded in brand positioning and promotion of PA18.com over the past year, Ping An expressed the hope that McCann Erickson will further participate in the positioning and management of the integrated brand. We understand that Ping An Insurance Group needs to establish an affirmative brand image to isolate the pressure of future competition. It intends to provide customers with all-round, fast and convenient premium services through the establishment of 3A (Anywhere, Anytime, Anyway service system) , To separate the other domestic insurance companies and compete with foreign insurance companies.After this case, McCann Erickson Guangzhou Branch quickly through the wheat