Research On Customer Loyalty Promotion Strategy Of B Food Company

The continuous growth of Chinese per capita disposable income and the transformation of consumption concept drive the expansion of leisure snack market scale.Under the influence of the increasing material standard of living,people’s consumption demand for snacks becomes more and more rich and diversified,which in turn puts forward higher requirements for manufactures and brands.In order to win the favor of more customers and improve customer loyalty,a wide range of manufactures and brands turn to transformation according to the changes of market demand in the product,channel,supply chain,so as to establish a sustainable competitive advantage of differentiation.B Food Company is a local leading snack company in Chenghai City,Guangdong Province,which is committed to the research,development and sales of low-calorie and zero-calorie food.After years of development,its brands have accumulated sufficient loyal customers and laid a solid foundation for the company’s development and profit growth.However,with the dual changes of the market pattern and consumer demand,it is also faced with the loss of regular customers and less repeat purchase of new customers,so it is urgent to cope with the customer loyalty problem of B Food Company.Based on the operating status of B Food Company and the research achievements made by scholars on customer loyalty,the thesis collects relevant data through questionnaire survey and use them to analyze the problems and causes of B Food Company in customer loyalty construction.In addition,corresponding improvement countermeasures are put forward.It can be shown in accordance with the results that the factors affecting the customer loyalty of B Food company include brand image,perceived quality,perceived value and customer satisfaction.Having classified the problems facing the company such as high price,low brand power and poor service awareness,it proposes countermeasures from the above four perspectives,such as strengthening quality control,improving brand image,implementing relationship marketing,adopting reasonable pricing,enhancing customer-enterprise relationship,etc.,so as to connect with the upstream and downstream of the industrial chain in terms of production strategy,build competitive advantages of product strategy and carry out omni-channel marketing layout from perspective of sales strategy.In this way,customers of B food company are retained in the highly competitive leisure snack market and consolidate the foundation for development.The customer loyalty construction of B Food Company has theoretical basis and specific countermeasures in this thesis,which can help the company deeply understand customer needs,improve product quality and service level,and also provides certain reference value for similar company to solve similar problems.