Study On The Customer Loyalty Of Minglongxuan-TS Co.

With the further development of economic reform and gradual improvement of socialist market economy in our country, the marketing of enterprise operation has come to a greater extent. Meanwhile, the enterprises have been facing fierce competition and challenges with the rapid development of diversification in markets and economic globalization. Compared with other industries, the service industry has shed light on the contest and occupation to customer resources. If a multitude of loyal customers support an enterprise, then the extraordinary advantages of resources and contests have formed in the enterprise to ensure the stable market status and profits. Therefore, based on the investigation on the development in Minglongxuan-TS, the special studies on problems of customer loyalty management the paper has been done in the paper with many related theories.In the paper, on the basis of introduction to the general situation and running status on Minglongxuan-TS, the test questionnaire on customer loyalty has been designed by the relative theory models. After the scientific analysis on the investigation and data of questionnaire, the existing status has been described. And based on the former research, the driving model of five factors on customer loyalty has been established, of which the research assumption has been done. The comprehensive investigation questionnaire on customer loyalty in the corporation of Minglongxuan-TS has been designed. The relativity between each driving factor and customer loyalty has been discussed by the data analysis of the questionnaire. The emphasis has focused on the analysis of the major problems and its reasons on customer loyalty, of which the probability on improvement has been discussed. According to the existing problems and the changes of industries and markets, a series of improved strategies have been put forward, such as the extractive production strategy, the price discrepancy strategy, the standard quality control strategy, professional human resources strategy, customer guidance strategy, positive brand strategy, customer management information strategy and so on. Meanwhile, according to the improved strategies and practical and specific characteristics of the enterprise, the preliminary improved solution has been mapped out, which aims to make Minglongxuan-TS be the most professional, most cultural excellent tea corporation with the best spirit of tea and highest customer value and highest customer loyalty. The implementation of the improved solution has been discussed simultaneously, and then the feasibility and sustainability of the solution has been further discussed.The purpose of the paper is to seek key factors which have an effect on customer loyalty by the research on the corporation of Minglongxuan-TS and provide effective strategies and solutions to the existing problems for better customer loyalty and higher market competition level. Meanwhile, the example research can be referenced by other enterprises.