Esearch About Brand Loyalty Management For Fresh Agricultural Product In Urban Arket Based On Customer Experience

The subject we studied in this paper came from the marketing consulting projects of Zhengda food co., LTD. Lanzhou branch. In practice, we found a contradiction in the fresh agricultural products market:on the one hand, because of all sorts of food safety issues, the customers show anti-dependence attitudes to the fresh agricultural products on the market and are willing to pay higher prices to buy high quality fresh agricultural products; on the other hand, some enterprises do produce high quality products, but for the reason that fresh agricultural products belong to experience product and it is extremely difficult to judge the quality of product from the appearance, this leads to the phenomenon that it is tough for enterprise to get the trust of the customers. So fresh agricultural products enterprises need to obtain customer brand loyalty to gain competitive advantage and enhance the brand equities.Based on referring to copious literature about customer experience and brand loyalty, this paper studied about how to conduct the brand loyalty management in urban markets from the perspective of customer experience by making full use of platform for project practice in Lanzhou chia tai food co., LTD. First of all, from the five dimensions of customer experience, this paper studied about the influence factors of customer experience for the loyalty management for fresh agricultural products from the perspective of five dimensions in customer experience. The five dimensions are "feeling experience""sensing experience","act experience","think experience" and "relating experience". Secondly, this paper explored the mechanism of customer experience influences the brand loyalty. Then, this paper built a brand loyalty management system for fresh agricultural product, the system includes planning system, implementation system, assessment system and control system for fresh agricultural products brand loyalty. Next, this paper proposed strategies for brand loyalty management for fresh agricultural products enterprise from the perspective of customer experience.Finally, the author verified the feasibility of management system presented in this paper, which can be used as a reference for the enterprise, through the case of egg brand loyalty management practice in Lanzhou chia tai food co., LTD.