The Brand Loyalty Study On Beijing Time-Honored Enterprise

In the modern society, competition of enterprises is not just showed on the area of products and services, but also performed in the brand and other aspects. According to a survey, the 80% of the corporate profits comes from the 20% of the loyal customer of the enterprise. Also, the cost of maintaining an old customer are far lower than the cost of developing a new customer. Therefore, study on how to promote consumer brand loyalty becomes a very important task which have practical significance.Beijing time-honored firms are canpanies which have a long operating history and unique products and services of their owns. Generally, Beijing time-honored firms have distinct cultural backgrounds and culture. Nowadays, the old firms appeared on a variety of operational difficulties, some even in the bankruptcy condition. Based on this background, with the line of brand loyaty and customer satisfaction, the paper take Daoxiangcun, a particular Beijing time- honored company, as a case, research the factors of Beijing time-honored brand loyalty. Factors affecting brand loyalty of Beijing time-honored brand are discuss from two aspects, one is the comsumer characteristic, the other is the enterprise marketing. In the empirical study of the "Daoxiangcun" brand loyalty, we use the questionnaire to get the survey data, and use the structural equation model to analysis factors affecting brand loyalty of Beijing time-honored brand. Combined results of the research, we find out the relevant affecting factors of Beijing time-honored enterprises and made recommendations for brand management.