Study On Air Liquid Brand Management Based On The Customer Satisfaction

Air Liquid is one of the world’s largest industrial gases and medicalgases and related services providers. In recent years, with the day byday saturation of Europe and America mature markets, many increasingeconomic entities represented by China have shown the huge marketpotential to the world. This attracted many multinational companiesincluding Air Liquid to intensify their strategic plan in China. Thesegas giants have a high degree of business overlap, and limited grasp ofthe technical differences. With the market competition intensifies, thecompetition in the gas product itself will replace the brand’s competition.And this will become the development mainstream of the market. But nowthe brand competition situation in gas products market is still at an earlystage. In this area, it is a common problem that the enterprises focusmore on the product itself than on the brand and there is no concrete andeffective brand management strategy. To solve this problem, this paperwill take the Air Liquid of France as a case, by investigating andanalyzing the current situation of the customer satisfaction and brandmanagement of the Air Liquid Group, we will find that the brand managementbased on customer satisfaction has profound theoretical and practicalsignificance for enhancing the competitiveness of company and products.It will be the future study emphasis in this field.In recent years, the brand management has obtained the thorough studyand application as one kind of new marketing theory in the academic andenterprise circle. Related research methods for brand management andresearch point of view are endless. In this paper, we think that carryingon the brand management based on customer satisfaction has sort offeasibility and practical significance. After summarizing the previousexperience, this article is focused on solving two issues: whether thefocus on brand equity is reflected in brand loyalty; whether customersatisfaction plays a positive role in promoting customer loyalty. Byresolving these two issues, we will be able to bridge the customersatisfaction and brand management by the concept of brand loyalty toverify the analysis.This paper is divided into five main parts: the first part focuseson the research background, purpose and significance; the second part isthe literature review of related concepts and theories; the third part put forward three focus hypotheses of this paper; the fourth partquestionnaire data is analyzed and discussed; the fifth part on the basisof analyzing the status of the Air Liquid company, including SWOT analysis,present Air Liquid’s brand management strategy from some angles.