Studies On The Cultivation Of Brand Loyalty

Theoretical researches in brand enter into a new stage now: the brand concerns stage. In today, marketing should not confine products, price, promote, place factor, responsibility of it should to create one relation of brand loyalty lead, stand the test of time, can create the profit.Brand loyalty is supreme realm of brand relation. It is unity of consumer attitude loyal with behavior loyalty toward brand. Brand loyalty is the important component of brand assets, what have important value to consumer and enterprise. If carry on proper, effective management and use to it, it will give play to enormous value. But a lot of enterprise can't hold what kind of marketing behavior favorable to loyalty really, and anything has been damaged loyalty. Have resulted in presenting some questions or mistaken ideas.On the basis of forefathers' research to the brand and brand loyalty, Firstly, my paper defines to brand and brand loyalty concept, analyze brand loyalty to consumer and important value of enterprise. Find out the loyal main factor that form of brands, Namely only customer's value and customer promote customer's loyalty to brand on the inherent emotion and external behavior satisfied at the same time, and other factor such as conversion cost to urge repeated to buy behavior. Then analyze question about brand loyal to cultivate in practice exist. Propose that enterprises should come to foster brand loyally from three respects: Being establishing the system of customer's value transfer, design, deliver and propagate its value association. Get super satisfied and keep the brand loyal draw support from controlling the expectation level of the customer. Lock customers and force the customer to be loyal to the brand draw support from raising the customer's cost of transfer properly. Lastly, the thesis forms one model about brand loyalty's influence factor and how to foster brand loyalty.