Earticle

초록

영어

The purpose of this study is to find the 'Integrated Marketing Communication(IMC)' strategies for the reinforcement of brand power in the insurance company. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand power, decisions on a product differentiation and Brand portfolio, market segmentation and Brand Positioning under various strategic marketing factors based on the reinforcement strategies of brand power. Second, there is a significant difference between insurance company names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between insurance company and brands. From this study, the following conclusions are drawn. First, insurance company and brand power should be carefully developed and used as a tool to secure competitive advantages. Second, insurance company and brand power should be considered and continuously enhanced as an important asset for the insurance company. With growing brand importance, brand management is an essential step for powering brands.

목차

I. 서론
 II. 보험기업의 브랜드파워의 전략적 중요성
 III. 보험기업의 브랜드마케팅 현황
  1. 생명보험 브랜드마케팅 실태
  2. 손해보험 브랜드마케팅 실태
 IV. 보험기업의 브랜드파워 강화를 위한 IMC전략 전개 방향
  1. 보험기업의 브랜드 포지셔닝 전략의 전개
  2. 보험기업의 공통적인 IMC전략 전개방향
  3. 보험기업의 STP단계별 IMC전략 전개방향
 V. 결론
 참고문헌
 Abstract

저자

• 권금택 [ Kwon, Kum-tack | 영산대학교 경영학부 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경영과 정보연구 [Management Information Systems review]

• 간기

  계간

• pISSN

  1598-2459

• 수록기간

  1997~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658