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随着经济一体化的加深,市场结构的变化与消费者生活水平的提高,品牌逐步成为消费者选择商品的重要依据。如今,保险这一重要的产业在品牌效应中也存在激烈的竞争,尤其是发展较早较迅速的产险市场,各家公司都在努力的提高在国内甚至是在国际上的品牌竞争力。本文通过对产险公司品牌竞争力的阐述,运用因子分析方法以及结构方程模型分析了影响我国产险公司品牌竞争力的主要因素,最后针对实证分析的结论提出可行性的建议以加强产险公司的品牌竞争力。
With the deepening of economic integration, changes in market structure and improvement of living standards of consumers, the brand has gradually become an important basis for consumers to choose their products. Nowadays, there is fierce competition in the brand effect of this important industry of insurance, especially in the relatively rapid property and property insurance market. Various companies are trying their best to enhance the brand competitiveness in China and even in the world. This article analyzes the main factors affecting the brand competitiveness of China’s property insurance companies through the elaboration of the brand competitiveness of property insurance companies, using the method of factor analysis and the structural equation model. Finally, based on the conclusions of the empirical analysis, the author puts forward feasible suggestions to strengthen the property insurance companies The brand competitiveness.