| In the experience of economic times,brand experience plays an increasingly important role in experience marketing management.The direct selling model has the characteristics of customer-oriented and personalized sales.It studies the brand experience and customer loyalty of direct selling companies,and companies can think about what they want to provide Experience,What kind of experience customers want,then design services,provide specific brand experiences,and win customer loyalty;Continuous good brand experience can bring good perceived value and will further promote customer loyalty.Thus,enterprises strive for more market share and customer groups,in the competition to gain an advantage.In this paper,we draw on the mature related theories,combine the characteristics of the direct selling industry and the marketing practice experience of our country,take the brand experience as the starting point and customer loyalty as the end of the research,introduce the intermediate variable customer perception value,and build a research model.A reasonable research hypothesis is put forward,and an empirical study on the impact of brand experience on customer perceived value and loyalty is carried out.Identify research ideas through literature references and exchanges with industry practitioners and customers,and then design and distribute questionnaires.The questionnaire was distributed to customers of Mary Kay,Infinitus,Perfect,Herbalife and Amway direct-selling companies in the direct selling industry,and 256 effective questionnaires were recovered.Then the effective data are processed,and the influence on customer loyalty is discussed from the direct path of brand experience and the indirect path of brand perceived value,especially the intermediary effect of perceived value is verified.By collating and analyzing the data of the collection questionnaire,it is found that the five dimensions of brand experience have a positive effect on customer loyalty.The five dimensions of brand experience have a significant positive impact on customer perceived value;Perceptual value has a partial intermediary role in brand experience and customer loyalty;Through qualitative and quantitative research,this paper introduces large brand enterprises in direct selling enterprises as the research object,and analyzes the impact of brand experience on customer perceived value and customer loyalty.This paper puts forward some suggestions on brand experience and marketing management from the perspective of establishing brand experience and improving customer’s perceived value to brand.Enterprises can enhance customer’s perceived value to brand by enhancing customer’s brand experience.This makes the customers make positive evaluation of the brand experience of the company,eventually win the customer’s recognition and trust of the company and the brand,form a stable value and loyalty,so that the company has a larger market in the competitive market environment. |
