Research On The Impact Of Customer Perceived Value On Brand Loyalty Based On Digital Intelligent Customization

As Germany proposed industrial 4.0 strategy,and the United States proposed a new round of industrial revolution in the industrial Internet,China launches ‘China made 2025'strategy,which is deep integration of information technology and manufacturing industry,to promote the transformation and upgrading manufacturing industry,to resolve overcapacity in the manufacturing sector,to achieve structural reform of the supply side.Production and marketing of traditional clothing manufacturing industry has changed because of the injection of Internet thinking.With the use of information technology in the mobile Internet,the network hardware module has increased in ‘Internet plus' mode,the interoperability of each product under the new industrial revolution has promoted.By implementing the user's remote control,automatic collection and data analysis,it can optimize the manufacturing information,real-time data transmission and analysis.By optimizing the work flow,it can improve the garment production and processing procedures,and speed up the allocation of production resources.The field of retail and e-commerce have to transition to intelligent,automation,digitization intelligent products based on cloud computing technology,and try to build software service platform to improve the user experience,while in the traditional marketing mode of traditional clothing enterprises,it is difficult to meet the market under the fine analysis of the individuation of customer demand for diversity,how to achieve customized apparel industry business model by means of technology the transformation and upgrading of information organization and management,to optimize the integration of resources and become the development of new export garment customization.Digital intelligent customization is based on intelligent manufacturing industrial production speed and cost,in order to meet the demand of customer diversified and personalized clothing and intellectualization,the efficiency of consumption experience,according to the special needs of each customer,through the human-computer interaction,with digital and intelligent information network technology to efficiently implement custom products from design,production,processing,production and after-sales service to the order of a series of order process,it can achieve low cost,product diversification,and meet customers personalized needs.Through the analysis of digital intelligent custom operation mechanism,listing the key to its operation nodes: modular design,the three dimensional body and intelligent plate making,virtual fitting,MTM intelligent manufacturing,integration platform,analyzing the key nodes in digital and intelligent custom business model of operating mechanism in order to achieve science,system,accurate description of the digital intelligent custom business model.Research on the relationship between the perception of intelligent digital customization of customer value and brand loyalty is rare.Based on the operation mechanism of intelligent digital customization,this paper takes the perceived value as the breakthrough point,with literature review,interviews and questionnaire survey,puts forward a series of ‘Brand effect loyalty'focusing on ‘Customer perceived value',and finally determines experience,functionality,sociality,economy,individuation,intelligence and the brand 7 dimensions and 21 measurement items corresponding.Through a questionnaire survey,a total of 301 valid questionnaires are collected,and the SPSS21.0 data analysis software is used to carry out descriptive statistical analysis,reliability and validity test.And AMOS 23 software is used to build the SEM structural equation model,to test and revise the hypothesis and to test again.The establishment of H1,H2,that H5,H6,H8-a,H8-b,namely experience,functionality,,intelligence and individuation have a positive influence on brand loyalty through customer satisfaction as the intermediary variable,the influence degree of functionality(H1)>experience(H2)> intelligence(H5)> individuation(H6),the new model has been validated.According to the results of empirical analysis,this paper puts forward the digital intelligent brand clothing customization in the operation service to customers,to deepen business model innovation to improve customer experience,to deepen the transformation of technological paradigm to improve product functionality,to deepen the transformation of the mode of manufacturing system to improve intelligence,to deepen the industrial form change to meet the individual needs of customers,and to meet the diverse needs of customers to improve customer satisfaction,and enhance customer loyalty.Under the background of the digital intelligent clothing custom brand is facing a new round of industrial revolution times and the integrity of the online operation mode,this paper puts forward the method of how to enhance customer perceived value,and how to deepen the digital intelligent custom brand technology ways to make change in order to increase brand loyalty.Verify digital intelligent custom dimension of customer perceived value of four indexes,and according to the dimension of each index and the influence of the relationship between customer satisfaction and put forward the corresponding marketing advice.