Brand Loyalty Base On Customer Value Reaserch

The 21st century is the century of competitive brands, the world has entered the era of competitive brands. It has become a main strategy in marketing competition for enterprises to build brands loyalty and nurture their competitive advantage. How to make their products stand out in a number of competitors, and be accepted by consumers has been an important issue which relate to the survival of company. Among of them, the core issue of brand building is to build and maintain customer brand loyalty. Comparing with foreign companies, Chinese companies still have many deficiencies in the aspects of nurture and sustain consumer brand loyalties. For example, how to build, measure, maintain and enhance customer loyalty, has caused the domestic enterprises'common attention and is becoming a urgent problem which needs them to solve quickly. Thus research on brand loyalty has extremely practical significance.This article bases on customer value, integrates customer value and brand loyalty, does a in-depth analysis about the formatting process and influencing factors of brand loyalty through review and analysis domestic and foreign scholars'relevant theoretical research on customer value and brand loyalty. As a basis of this, propose a theoretical assumption of brand loyalty which bases on customer value, and established a corresponding evaluation index system of brand loyalty, takes the mobile phone for example, verifies the reasonableness of these assumptions. Finally, draw conclusions in four areas:Firstly, Brand loyalty formation process is divided into four stages: Consumer awareness- Customer value assessment- Consumer emotional attachment- Brand loyalty.Secondly, customer value is the only key drivers of brand loyalty, brand loyalty play a key role in the formation.Thirdly, for college students, the factors which impact brand loyalty of mobile phone include six aspects: advertisement, function, price, brand lenovo and reputation, quality.Finally, this article gives some suggestion about how to nurture and enhance mobile phone brand loyalty contrary to college students in the hope of providing certain reference value for the mobile phone manufacturers, especially domestic mobile phone manufacturers.