The Study On Promotion Strategy Of Balabala Brand Children's Wears Customer Loyalty

With the continuous improvement of people's living standards in recent years,families are willing to spend more and more money on their children.Concerning the children's clothing,parents also put forward higher requirements.Comparing with the adult with saturation,children's clothing market has become a blue ocean.Especially after the full liberalization of the national two-child policy,demand of children showed a rising trend.Many companies have targeted the children's clothing market "billion cake",hoping to achieve a new economic growth point of enterprises in the clothing market.Compar ing to the previous price war,children's clothing market consumption has already stepped to the "brand consumption" stage because of the rational consumption of customers and the change of consumption concept.So how to focus on customer and understand the individual needs of customers,improve customer perceived value,to provide good quality and service,won the customer loyalty is the clothing enterprises imminent problem to solve.This paper studies the Balabala clothing enterprises,from the total volume and sales market expansion has become a leading brand in the domestic market.On one hand,Balabala is face with numerous domestic and foreign competition;on the other hand,expect some well-known foreign brands,consumers are basically in a state of lack of brand loyalty in currently children's clothing market including Balabala.Acquisition of customers,especially winning of loyal customers,is the future development goals and direction.First of all,I analyze Balabala macro environment,which is including political,economic,social and technical environment analysis,through the analysis I found that it is very conducive to the development of the children's clothing brand Balabala.However,because of the considerable prospects of the industry,relatively speaking,the competition will be very fierce.So second,I analyze Balabala industry competitiveness analysis,5 main aspects which are including suppliers,buyers,potential competitors,competitors and substitutes.Through the analysis I found that Balabala has its own advantages,but the brand position is still unstable.Then I do a lot of survey about the theory of marketing,brand and brand value,especially for customer perceived value,service quality,customer satisfaction,customer loyalty.On the basis of loyalty theory,I designed a questionnaire survey for Balabala brand.After collecting the data,I have used SPSS software to analyze reliability and validity of data,mean and correlation.On one hand,I have understood the customer actual demand for children's clothing;on the other hand,I also have known the impact of customer perceived value,service quality and customer satisfaction on customer loyalty for Balabala.From the survey results,Balabala customer loyalty is not high.Through the above analysis,I propose some suggestions for improvement the loyalty of Balabala.Mainly from cognitive loyalty,affective loyalty and behavior loyalty,the proposal such as innovation the quality of products and services,marketing combination strategy of online and offline,multi brand strategy and customer effective management and so on.By all these proposals hope that Balabala could achieve the goal of enterprise development,has become the global well-known brand enterprises finally.