PICC(中国人保财险,以下统一称PICC)是中国最大的财险公司,在之前很多人印象中,PICC具有传统国企的通用特征,即“有国家背景、机构庞大、财大气粗、不和消费者沟通”等,相对官僚、冷漠而离自己很远。而纵观整个保险行业,广告投放量呈增长趋势,品牌形象广告日益增多,中国太平洋财险、中国平安财险、华泰财险等品牌分别在全国性媒体进行品牌形象广告投放, PICC (PICC, hereinafter collectively referred to as PICC) is China’s largest property and casualty insurance company. In the past many people’s minds, PICC has the common features of traditional state-owned enterprises that “there is a country background, a large organization, Communication ”and so on, relatively bureaucratic, indifferent and far away from their own. Throughout the insurance industry, advertising volume showed an increasing trend, increasing brand image advertising, China Pacific Property Insurance, China Pacific Insurance, Huatai Insurance and other brands in the national media brand advertising,