《保险研究》20240502-《数字赋能品牌价值提升研究——以国任保险为例》（欧阳桃花、蔡家玮、伊婷、曹鑫）

［摘   要］保险具有无形性、不可预知性等特点，因此，承载用户对产品认知程度的品牌成为保险企业竞争的关键要素，品牌价值提升成为学术界和实践界关注的重要课题。数字经济时代，保险企业纷纷开启品牌数字化转型，本文以国任保险为案例研究对象，通过纵向单案例研究，探讨其在创新转型初期面临知名度低和服务同质化的难题时，如何通过数字赋能品牌价值链的各个环节提升整体品牌价值。研究有四点发现：第一，企业利用数字化技术、产品和平台，开展智能化服务和数字营销，赋能营销活动，扩大品牌价值范围；第二，构建客户数据闭环和培养数字服务能力，提升客户数字化交互与体验，赋能客户感知，丰富品牌价值内涵；第三，制定数字品牌战略和树立数字品牌形象，赋能市场业绩，推动品牌价值商业化；第四，数字赋能企业构建品牌生态圈，实现品牌价值的可持续发展与指数级增长。本研究探讨了数字经济时代下保险品牌价值增长背后的路径及其内在机理，丰富和完善了品牌价值理论，并为中小保险企业数字化转型、品牌价值提升实践提供了有益的管理启示。

［关键词］数字赋能；保险品牌；品牌管理；品牌价值链；品牌生态圈

［基金项目］国家自然科学基金面上项目(71972008)；国家社会科学基金重大项目(21ZDA012)。

［作者简介］欧阳桃花，北京航空航天大学经济管理学院教授、博士生导师；蔡家玮，北京航空航天大学经济管理学院博士生；伊婷，国任财产保险股份有限公司河北分公司客户营销管理部职员；曹鑫(通讯作者)，杭州电子科技大学管理学院副教授、硕士生导师。

Research on Digital Empowerment of Brand Value Enhancement—Taking Guoren Insurance as an Example

OUYANG Tao-hua,CAI Jia-wei,YI Ting,CAO Xin

Abstract：Insurance has the characteristics of intangibility and unpredictability.Therefore,brands that carry user awareness of products have become a key competitive element for insurance companies,and enhancing brand value has become an important subject of research in academia and practice.In the era of digital economy,insurance companies have started digital transformation of their brands.This article takes Guoren Insurance as a case study object and explores how to enhance the overall brand value through digital empowerment of various links in the brand value chain when facing the problems of low visibility and service homogenization through vertical single case study methods.There are four findings in the study: firstly,enterprises utilize digital technology,products,and platforms to carry out intelligent services and digital marketing,empower marketing activities,and expand the scope of brand value;secondly,build a closed loop of customer data and cultivate digital service capabilities,enhance customer digital interaction and experience,empower customer perception,and enrich the connotation of brand value;thirdly,formulate a digital brand strategy and establish a digital brand image,empower market performance,and promote the commercialization of brand value;fourthly,digital empowerment empowers enterprises to build a brand ecosystem,achieving sustainable development and exponential growth of brand value.This study explores the path and underlying mechanism behind the growth of insurance brand value in the digital economy era,enriches and improves brand value theory,and provides useful management insights for the digital transformation and brand value enhancement practice of small and medium-sized insurance enterprises.

Key words：digital empowerment;insurance brand;brand management;brand value chain;brand ecosphere