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新华网北京8月30日电(晏珊)民族品牌是国家名片,既是一个国家的“硬实力”,也是一个国家“软实力”的重要体现。中央财经大学教授王晓乐8月30日在做客新华网时表示,品牌对社会的意义不仅仅停留在企业层面,它对国家也是有意义的,对于保险业,其行业形象还存在一些问题,这直接影响了保险业品牌的发展,影响保险业发展的深度和密度,如果能够打造一个良好的行业品牌,对保险业的发展是有价值的。
如今保险品牌在金融业发展的现状如何呢?王晓乐认为,目前金融品牌的塑造相对快销品而言还是滞后的,原因是金融业长期以来模式同质化严重、产品同质化严重,这就造成品牌同质化很严重,也就是品牌的识别度不高。而另一方面,品牌关系连接性也不是很强。
同时,他指出,未来保险业品牌发展仍有三个地方需要改进。一是改变姿态,过去很大程度上做保险的品牌姿态是属于消极防御型品牌建设道路,未来可能更多的是一种积极进取型;二是改变服务体验,我们需要把累积到头脑中的企业品牌认知改进,这是品牌的核心要素;最后还要改进与大众的沟通和互动,这样才能打造出好的保险品牌。
对于诚信品牌如何落地?王晓乐称,品牌和企业文化在我看来是一个硬币的两面,把企业文化向外传播就是品牌,把品牌内化就是企业文化,因此诚信品牌没有企业文化作为支撑就是无本之木、无源之水,是实现不了的。
他说,“服务业有其复杂性,是一个全流程、长流程的过程,任何一个环节做得不足都能让品牌的信任度受损,因此,保险业品牌应该建立从售前、售中、售后的诚信服务,这样才不会让保险业品牌信任度受损。其次,还有一个品牌共鸣问题。换句话说就是对社会的承诺,就是我们所说的和所做是一致的,才能达成一种共鸣,当我们所做的和所说的是分裂的,那品牌其实就被撕裂了。因此把品牌共建和品牌共鸣做好,整个诚信品牌才能搭建起来。”
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