Research On Luxury Brand Loyalty Based On Consumer Experience

With the continuous improvement of people's living standards and the rapid development of economy,the rapid rise of China's luxury market expansion.However,China's luxury market,especially the mainland market,in the marketing mode and consumer behavior has not yet developed a mature.The arrival of the era of economic experience luxury goods companies to bring greater challenges,whether for consumers to provide advantage of consumer experience directly related to the enterprise life and death.And the high-end customers based on the luxury market,in particular,focus on the role of consumer experience marketing.Quality consumer experience can better meet customer needs,improve customer satisfaction and brand loyalty.Therefore,under the background of experience economy,development of good Shanghai Automotive Marketing Case Analysis and Research on automotive luxury jewelry(BMW products,for example)consumption experience and the luxury brand loyalty research on the relationship between,with important theoretical and practical significance.This paper constructs the research model of "consumer experience-luxury brand loyalty",taking the luxury of BMW as a case study to study the relationship between consumer experience and brand loyalty in luxury marketing.Empirical research through questionnaire design,distribution and questionnaire analysis.Data collected through questionnaires,especially for the BMW experience store questionnaire,is more conducive to the research data and consumer behavior as well as the actual consumer experience.Then,the data correlation and regression analysis are carried out by using the software SPSS.Through the analysis of the data,the relationship between the consumer experience and the brand loyalty of luxury brand is studied in the empirical study,and the following conclusions are drawn as follows:Overall,the consumption experience has a positive impact on the luxury brand loyalty,and there is a positive relationship between the emotional and sensory experience and brand loyalty.Finally,according to the research results,this paper puts forward some suggestions on how to enhance the brand loyalty from the aspects of sense,emotion,service related experiential marketing in the aspects of the characteristics of BMW products,which has a certain practical significance.