Research On Customer Satisfaction Promotion Strategy Of Yili Children Dairy Products QQ Star Promotional Gifts

With the improvement of Chinese residents’ health awareness,the implementation of the national fertility policy and the positive impact of market demand,people gradually form the habit of drinking dairy products,the consumption of dairy products has surged,and domestic children’s dairy products continue to attract attention and development.At present,the competition of children’s milk brands in the industry mainly depends on price reduction strategy and gift marketing strategy.QQ Star is the only children’s dairy brand under Yili Dairy Group,and Yili Group invests 800 million yuan for promotional gifts to help sales.Gift marketing plays an immeasurable role in promoting the completion of transactions,the establishment and dissemination of product brands,and the attraction of gifts and customer satisfaction with gifts are closely related to the promotion performance.This paper takes customer satisfaction of promotional gifts of QQ Star,yili children’s dairy brand,as the research object,aiming to clarify customer satisfaction of current promotional gifts and related services of QQ Star.Through a specific analysis of the status quo of QQ Star promotional giveaways,combined with field investigation and questionnaire survey,descriptive statistical analysis of the survey data using SPSS,difference analysis to find out the deficiencies and problems of QQ Star promotional giveaways and find out the reasons for dissatisfaction.QQ Star as a competitive brand of children’s milk,the gift of choice and creative services,quality of gifts,gift is affects the three important aspects of satisfaction,the gift on the form is too single,gifts of the selected product and design innovation,lack of quality control of gifts,gifts of service quality improvement is not clear and so on are all problems.According to the questionnaire puts the consumer’s satisfaction and feedback in the brand culture,image and aspects of environmental protection concept combined with changes in improving brand relational gifts,gift marketing and put on the form,strengthen gifts production control and logistics efficiency,increase and improve the gift delivery service and establish feedback mechanism and a series of ascending QQ Star promotional giveaways customer satisfaction strategy.This study provides more constructive marketing suggestions for QQ Star’s future giveaways,so as to promote the development of QQ Star’s promotional giveaways.We hope that QQ Star can continue to improve the gift marketing and provide consumers with more high-quality and efficient gift services.