Research On The Strategy Of Improving A Company's Customer Loyalty

With China having the largest population in the world, the market of Medical instruments enterprises is so giant and attractive. More and more domestic and overseas medical instruments providers are absorbed in the competition under the highest profit. It's the root of market competition to fighting for customer resources, in order to pursue the quality of market share (The Number of Loyal Customers) instead of market share (Market Occupancy). It's the most important for the enterprises to improve customer loyalty in the fierce competition environment.In this paper,first of all, it analyzes market conditions, features, competitive situation and development trend of medical device industry at home and abroad taking A Company as an example, makes a clear at business strengths, weaknesses, opportunities and challenge and puts forward the need to enhance customers' loyalty .Secondly, based on customer loyalty theory, it analyzes the value of customer loyalty, reviews its customer loyalty status ,and then finds the four factors impacting on customer loyalty which are brand influence, internal value, customer satisfaction and switching costs. Third, base on the four influence factors of customer loyalty of A Company, the external implementation strategies of improving customer loyalty include the brand strategies, improving the quality of product and service, enhancing customers'satisfaction and improving conversion cost. Finally, it gives some advice to implement and carry out the external strategies of A Company.