The Empirical Analysis On The Brand Loyalty Influencing Factor Of Secondary Market Training

Along with the fierce market competition, consumers of a more rational consumer behavior, brand conversion behavior is becoming more frequent, many businesses faced with the problem of consumers as well as the loss of market share decline. How to cultivate and maintain the loyalty of the consumer group has been winning market business has become an important issue.In this paper to absorb the results of previous studies on the basis of training for secondary market, from consumer psychology and consumer behavior to explore the formation mechanism of brand loyalty, to build a secondary market training brand loyalty model of the impact of factors, from both businesses and consumers In theory put forward relevant assumptions; to Chengdu area schools to participate in the training of middle school students to a questionnaire survey to collect data, SPSS15. 0 use of statistical software for data analysis, empirical testing a variety of factors and the relationship between brand loyalty, the final confirmation of evidence Data for the study of models and assumptions related to the degree of support.For secondary training institutions, their impact on the brand loyalty of the two main factors: First, corporate marketing, corporate training schools that own a number of factors, mainly secondary school curriculum training institutions product quality, service quality, including the physical nature , Trustworthiness, responsiveness, reliability, security, understanding of the five, as well as training institutions in the atmosphere of the environment, the impact of these factors are positive effects on brand loyalty; In addition, the companies marketing activities will have a certain brand loyalty The negative impact. Second, consumer personal factors, including the following two aspects: the business school training to consumers -that is, for middle school-related groups in the degree of importance on brand loyalty will have a positive impact; demographic characteristics, in the middle school girls than boys More brand loyalty, the higher the income of parents of middle school students, their brand loyalty have to be increased.According to the empirical analysis of the results in the conclusion part of the training school for the paper industry-related firms, and the subject of further study and recommendations put forward outlook.