A Study Of HuaHuaNiu Liquid Milk Consumer Brand Loyalty

With the market economic system continuously improved, the competition between enterprises has reached a fervor, coupled with the information explosion today, the consumer behaviors also tend to be more and more rational. How do enterprises in such a competitive environment keep consumers and let them loyal to the brand, which is a very important issue now. To understand the factors influencing consumers’ brand loyalty and consumers’ brand loyalty in reality, not only help enterprises to clear their own market position, but also help enterprises to formulate corresponding marketing strategies.The paper studies consumer brand loyalty based on the liquid milk. Based on the theory of the consumer behavior, two-factor theory, etc, and discusses the factors that influence consumers brand loyalty to liquid milk from the consumer level, the enterprise level and another level, and construct the liquid milk brand loyalty evaluation system. Then, it designs questionnaire of consumer brand loyalty combined with the specific situation of Zhengzhou consumers and carries out investigation. In the analysis method, first, it describes the demographic characteristics of consumers and consumer behavior characteristics; second, it uses the regression model to verify influence factors of brand loyalty, by verifying the results determined the construction of brand loyalty evaluation system from three aspects of consumer awareness, consumer attitudes, consumer behavior. In addition, based on the establishment of index system of brand loyalty, it evaluates and studies the top five liquid milk brands in consumption in Zhengzhou by using fuzzy comprehensive evaluation of entropy weight, then it analyses the gap between Zhengzhou local brands and leading brands in the industry.Through research and analysis of regression, The deep reason of influence consumer brand loyalty is the consumer level, consumers’ age, sex, variety seeking, brand satisfaction, brand trust, The enterprise level, advertising, sales promotion, quality, prices and Consumption environment factors of food safety in the other levels. Others like the risk aversion attitude, education level, income packaging, switching cost, sales channel, brand awareness have not passed validation. The indexes of Construction of evaluation system passed the significant test and ultimately determine the evaluation index system of brand loyalty.Through the research and evaluation of brand loyalty, the brand loyalty of Zhengzhou consumers’ top five brands in consumption shows that evaluation results are between in general and higher, purchasing power is not proportional to attitude. Although consumers speak highly of some brands, but the high evaluation has not been translated into actual purchasing power, this kind of consumers is the enterprise potential brand loyalty, enterprises should actively seek. While the local brand Huahuaniu is greatly different from Mengniu in behavior and attitudinal.Combined with the specific situation of Huahuaniu, it puts forward follow practical suggestions for enhancing consumer brand loyalty. From the personal characteristics and consumption habits of consumers; speed up product development, improve the product differentiation; integrated marketing communication, enhance consumer brand awareness; the National School Milk Program as an opportunity, enhance brand awareness; subdivision consumer groups, establish and perfect the database marketing.