Research On The Promotion Of Coach Brand Loyalty

China is playing an increasingly important role in the global luxury market.In fact,the Chinese market has witnessed a boom in luxury consumption in recent years,but since 2011,the growth rate of luxury goods in China has been declining.However,with the continuous growth of the middle class,the entry luxury brands,which are positioned at the middle and high-end and have a wider audience,have come into people's vision and are being accepted by the public.The entry luxury brands represented by Coach are rapidly occupying the Chinese market.Although more and more people start to buy entry luxury products,the development of the light luxury industry is faced with both opportunities and challenges.As one of the first entry luxury brands to enter the Chinese market,Coach needs to continuously improve its brand awareness and occupy more market share,and enhancing its brand loyalty is a magic weapon to succeed in market competition.Maintaining the existing consumers,building brand advantages on this basis,improving consumers' satisfaction with the brand,winning more loyal customers,further improving consumers' recognition of the brand and gradually increasing market share,which is the key for Coach to enhance consumers' brand loyalty.Coach as the research object,this paper uses the brand loyalty and brand management related theory on coach,analyzing the present situation and problems of the current brand management in order to better understand the coach brand loyalty,and adopts questionnaire and individual interview method,and expert consultation method to survey of consumers,analyzing the main factors influencing the Coach brand purchase behavior,to understand consumer demand and motivation.Through questionnaire processing and brand loyalty measurement,Coach's brand loyalty status was obtained.SPSS software and Excel were used to conduct statistical analysis on the survey results,and further combined with qualitative and quantitative research methods,the brand positioning of Coach was conducted and the marketing environment and media communication channels were systematically analyzed.Through research of the coach brand purchase behavior,to extract the key factors affecting the brand loyalty,to coach the existing development strategy put forward reasonable Suggestions for improvement,and put forward new brand loyalty promotion strategy,in order to optimize the product structure of the Coach,Coach of the perfect marketing system,improve the coach brand loyalty and brand sa tisfaction,enhance the market competitive position.Through the research and analysis found that Coach in the Chinese market opportunities and challenges co-exist.On the one hand,Coach faces competition from top luxury brands and mass consumer brands,on the other hand,it faces the threat of alternatives from other entry luxury brands.But China's rising GDP growth and rising urban consumption have given coach a shot in the arm.In addition,"millennials" have become the most potential consumers in China's luxury market,injecting fresh impetus into the luxury industry.Coach,the "leader of the top entry luxury brands," still has a number of problems.In order to find out the problem,a questionnaire survey and brand loyalty measurement were conducted for Coach's customers.The results showed that most of them were vulnerable loyalists with high levels of behavioral loyalty and low emotional loyalty,which Coach was very likely to lose.Finally,according to the current situation of Coach brand loyalty and a series of problems existing in brand management,this paper proposes a feasible brand loyalty promotion strategy,mainly from the strengthening of brand image,promote brand communication,improve brand satisfaction,and convey brand emotion four aspects.