The Study Of Fujian Unicom Brand Management Based On Customer Loyalty Theory

Currently, the increasingly fierce competition in the telecommunications market,how can an invincible position in the fierce competition in the market? Practice hasproved that improve customer loyalty, customer retention is fundamental. Becauseloyal customers bring higher value for the enterprise, while also greatly save the costof marketing. Choose Fujian Unicom as an object of study and research in order toachieve the purpose of promoting customer loyalty by enhancing brand management.First, the paper describes the customer loyalty and brand management theory andresearch status, and analyze the role of brand management to promote customerloyalty.Secondly, Fujian Unicom brand management and customer loyalty to the statusquo through surveys, analysis of the main factors affecting customer loyalty FujianUnicom, and the Fujian China Unicom to promote customer loyalty through brandmanagement feasibility analysis.Finally, from brand management to promote customer loyalty angle FujianUnicom’s brand management strategy aims to achieve customer loyalty through brandmanagement.