How Public Relations Builds Corporate Brand Image- A case study of Nan Shan Life Insurance Company

• Main Authors: Yen-Chieh Lien, 連彥婕
• Other Authors: 黎佩芬
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/92581356107788025728

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 98 === With updating of technology, marketing tools of goods are becoming increasingly diversified, consumers have to face many kinds of messages almost daily, in the case of highly competition, many enterprises have been gradually put their resources into the establishment of long-term relationships with consumers and build their own brand image, hoping to improve in the past focused on short-term sales volume of goods. “Building and disseminating favorable image” is the basic object and task of corporate public relations. Corporate brand image is good or bad, management of corporate public relations plays a key role. Therefore, enterprises try to use public relations to build corporate brand image, it must have a clear direction and integration of strategy, because the brand image does not have substantial visible features, it is an invisible force, we should be more careful when we deliver and maintain it. Especially for the insurance industry, invisible features of goods become a reason that they must value corporate brand image. Nan Shan Life Insurance Company won RMIM “The Best Famous Life Insurance Company”, “The Best Agent”, “The Best Claim and Service” and “The Most Recommendable Life Insurance Company” awards in 2008. In 2008, Nan Shan Life Insurance Company coincided with the financial crisis of AIG. AIG sold Nan Shan in 2009, then Primus strategic holdings became a new owner. Because Nan Shan agents requested national provident funds through various channels, the social perceptions of Nan Shan face challenges. Nan Shan Life Insurance Company faced an unprecedented crisis of confidence in 2009, but Nan Shan had managed life insurance in Taiwan for 47 years, it still won many awards. The achievement of Nan Shan Life Insurance Company values and manages brand image is obvious. In this research, Nan Shan Life Insurance Company is a case study. Using a case study of qualitative research and in-depth interview to obtain primary data, supplemented by secondary data to explore how Nan Shan Life Insurance Company uses corporate resources to build brand image, and Nan Shan Life Insurance Company presents their brand image of PR campaigns. By the final research results, to provide specific recommendations to the insurance industry and even in the general business, in corporate public relations and corporate brand image whether there is a new management orientation, where you can strengthen and improve. The results suggest that corporate public relations of Nan Shan Life Insurance Company are divided into internal and external public relations, the core concept of corporate brand image is "integrity first, service first", this concept completely through the enterprise''s internal and external and brand image of PR campaigns. The target audience of internal public relations are staves, external public relations are college students, youth and children. When the corporate manages public relations, corporate’s internal and external position and concepts need for consistency. When decide the brand image should be combined with corporate culture and business, for the promotion and maintenance of brand image, it must have long-term plans.