Research On Customer Loyalty Of Changhong Smart TV

With the development of the new technology, new materials and new applications, smart TV is developing rapidly. Meanwhile, traditional household electrical appliance enterprises such as Changhong have to face new competitors like Xiaomi and LeTV who has different business model with traditional manufactures. At the same time, smart TV is facing with serious product homogeneity, intense market competition and lower customer loyalty. The companies who want to maintain sustainable competitive advantages should pay more attention to customer loyalty and find out the influence factors to improve them.As one of the famous household electric appliance company, Changhong also has to face these problems. In this paper, the problem and influence factors of customer loyalty will be identified and suggested. The suggestion will not only help Changhong to increase its customer loyalty, but also for other companies.On the basis of literature review, this paper analyzes the status of smart TV industry,including the development trend of industry, competitors, products, consumers and the sales channels. Then, the article also analyzes the problems and causes of the customer loyalty of Changhong. It discusses the influence factors of customer loyalty. Through collecting data in the form of questionnaire survey, using SPSS software for data analysis, the research results indicate that the core value of the TV functions, the intelligent experience value, market competition,service quality, brand image and are related to customer loyalty.According to the research conclusion, this paper gives us some suggestions on how to improve the customer loyalty.(1)Focus on the core value of the TV function.(2) Building smart ecosystems to maintain the smart TV customer loyalty.(3) Strengthening the cooperation with the content companies.(4) Improving service quality.(5) Improving enterprise brand image.(6)Building E-commerce.