Baidu, Ping An Insurance Partner on Marketing
Ce.cn, 1/18/13
Following a visit from a group of Ping An Insurance executives to Chinese internet company Baidu (Nasdaq: BIDU) for talks with Baidu VP Wang Kan and others, the two companies signed a joint business plan today under which the companies will partner in areas including data research, brand development, and sales models this year.
The "joint business plan" calls for Baidu and Ping An to draft and implement marketing and sales plans within a certain timeframe, allowing both companies to jointly increase investment and return. Baidu's goal in introducing the strategic partnership plan is to shift away from its previous model, which relied on ad placements and joint campaigns, toward a mutually beneficial model under which it will partner with clients on setting targets and on investing resources and manpower in campaigns. Baidu and Ping An will share responsibility for KPIs under the plan, and will both work to meet market and sales targets.
Keywords: Internet Baidu BIDU Ping An Insurance Wang Kan insurance online search search advertising
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