Research On Communication Strategy Based On Customer Loyalty Of Soft Digital Mall

As a result of the development of market economy since more than twenty years, the Chinese terminal retail trade has made great progress in the aspect of service quality. However, influenced by the long-term planned economy and the situation of seller's market, it has also some non-negligible defects. Actually, we find that many enterprises haven't realized the importance of immaterial products, participation degree of customers and production-consummation synchronization which influence a lot the enterprises. They know superficially the marketing concept of "take the customer as center and take the market as pilot". Hence, there is nothing good to report in respect of raising customer loyalty degree and developing honest customer. Their key problem is lacking of perfect and strategic customer communication policy.We propose in this paper to carry on effective communication with the customer, on the one hand, an effective communication with customer helps the business enterprise to obtain customer's approbation, to enhance the good relationship between them and the customer's positive attitude and behavior in process of service participation and consummation, to avoid customer's extreme behavior of "picking bones", to form an appropriate expected service quality level of customer and raise customer's evaluation and satisfaction degree to service quality; on the other hand, an effective communication with customer contributes to form service enterprise's culture including the customer, to understand better customer's need, to provide superior quality service better than the anticipation and to create the customer's loyalty.Having worked in Soft - a terminal retail trade enterprise - for many years, we find some problems in its management in this aspect, by example, the communicating mode with customer is too single and outdated, the communicating content lags trail, etc. Therefore, this paper tries to analyze thoroughly the actual management situation of Soft on the basis of theoretical exploration of customer loyalty and communication, and to seek for new communicating strategy with customer, in order to establish a perfect service system, strengthen market competitive power, improve the customer loyalty and develop better the enterprise in the drastic commercial competition.