Based On Analysis Of Brand Value And Customer Loyalty

Since China’s accession to the WTO organization, the Chinese market has also been open to the world. The market has exposed to the fully competitive environment, the focus has changed from the previous product-oriented to customer-oriented. Customer value is increasingly being valued by the enterprise, today, businesses can stand out in the fierce competitive market basis is the brand’s loyal customers. More and more enterprises will be an important strategic direction of its development on cultivating brand loyal customers.This article focuses on the research direction is from the brand value of the point of view to develop programs to cultivate loyal customers, enhance customer loyalty. This study draws on domestic and international brand value and customer loyalty research, as the prototype of Procter&Gamble, the use of theoretical analysis, qualitative analysis, and a quantitative analysis of the combination of research methods to analyze its brand strategy to enhance its customer loyalty an important role to be to learn from China’s enterprises.First of all, the scholars reviewed and summarized the theory of brand value, customer satisfaction, customer loyalty theory, research and analysis, discusses the problems in these two areas, and can learn from this study, research results and methods. According to theoretical studies, the academic determine to significance of this study.Then, from the concept, characteristics, evaluation methods, research the meaning of the basic theory of the theory of brand value and customer loyalty analysis and elaboration, and to identify the relationship between the two, lay a theoretical foundation for the model in the context.This study will be Procter&Gamble’s brand management strategy is analyzed, through the description of the Procter&Gamble’s brand strategy and maintain customer loyalty in the process of branding strategy, revealing its branding elements of success. According to the theoretical research and case studies, this study, conceptual model building, and the variables in the model definition of the underlying assumptions.In the present study, using survey methods to collect data, the survey mainly for the public customers of consumer goods, Procter&Gamble, the main content of the questionnaire is related to the refinement of the evaluation of customer loyalty and brand value. Then do the data analysis on SPSS17.0software and data results of the validation of combination and assumptions.Finally, on the basis of the theoretical research and data analysis from two perspectives of the brand value management and intra-brand management for China’s enterprises to enhance customer loyalty to make relevant recommendations and strategies. Strengthen the brand value management on the one hand, from the external factors of the corporate brand to start, expand brand awareness and reputation in order to increase more loyal customers; on the other hand, strengthen the brand’s internal management, the use of corporate quality manpower, material and financial resources to the formation of a high degree of brand differentiation degree of brand association to gain a competitive market, increase customer to make customers more loyal to the brand. Ultimately enable brand managers to get more profits, and enable enterprises to maintain long-lasting and stable development.