The Research Of Brand Loyalty Based On Customer Value

The 21st century is the century of competitive brands, with brands to build and nurture their competitive advantage has become a main strategy in marketing competition for enterprises. But in order to permanently brand invincible, the key lies in cultivating consumer brand loyalty, wins the trust and support of consumers. Who can maintain communication with customers, identify customer needs, and build the reliable relations with the customers, increase customer value, maintain customer loyalty, who can gain a competitive advantage. Thus, research brand loyalty has extremely practical significance.For the enterprise, makes own brand must take the brand loyalty construction, because brand loyalty is the source of corporate wealth, also is the core of the brand property, how to establish, measure, maintain and enhance customer brand loyalty has become a common concern problem of the enterprises. This article analyzes the preliminary discussion to the brand loyalty of these aspects questions from the perspective of customer value.This article based on customer value as a starting point, through literature research, summarized the concept of customer value, the characteristic and the customers pay attention to the key elements of value when they purchase product, then summed up the real content of brand loyalty: loyalty behavior and attitude of loyalty, analyzed the brand loyalty classification, the constitution, the level, the survey and the brand loyalty existence understanding erroneous zone. Through analysis of brand loyalty influencing factors and formation process, reveals the relationship of the customer value and brand loyalty, then uses multi-level fuzzy math methods established brand loyalty measurement model. Finally, the article with brand loyalty evaluation of the indicators system, puts forward a concrete way to increase the brand loyalty and the enterprises how to implement customer brand loyalty management from increase the customer value.This article research has the certain reference value for the enterprise. Enterprises can put the brand loyalty of this measurement method to its products loyalty measurement and comparison with competitive brands, in order to find their own insufficiency and adopt the correct market strategy. Thus, the enterprise not only can maintain the stable customer group and the higher customer loyalty, but also may further enhance the market share, the enterprise's profits also can further obtain the enhancement.