Research On Brand Loyalty Promotion Strategy Of H City HM(Xizhi Changle)

At present,the overall growth rate of the domestic tobacco industry has slowed down,the market size of fine cigarettes has grown against the trend,and the rapid growth of fine tobacco sales has attracted the attention of tobacco enterprises.As a Chinese-style fine cigarette,"Changle Xizhi"(HM)faces the problem of customer loss after good brand influence and market response in the early stage of listing.How to maintain and enhance customer brand loyalty has become a difficult point in marketing.This article starts with the "Changle Xizhi"(HM)product in H City and studies how HM(Changle Xizhi)can improve its brand loyalty.Brand loyalty is after a long time and repeated purchase and use,with a certain trust and commitment to the brand,emotional maintenance and even emotional dependence will be formed.This paper uses literature research and case studies to comprehensively apply brand loyalty related theories,emotional behavior models,marketing management related theories,etc.,and constructs a brand loyalty model for tobacco consumers on the basis of theoretical research.The results show that brand loyalty of tobacco products is affected by six dimensions:brand recognition,brand satisfaction,emotional value,frequency of use,recommendation willingness and marketing activities,while brand loyalty includes brand trust and purchase behavior in addition to behavioral loyalty and emotional loyalty.Taking the HM cigarette brand market in H City as the empirical research object,this paper conducts a questionnaire survey on the H market based on the theoretical model,tests the reliability and validity of the questionnaire with the collected data,and verifies the model by means of correlation analysis and factor analysis.The results of the study show that at present,most consumers of Shaanxi Tobacco "Changle Xizhi" have high behavioral loyalty,but not high emotional loyalty,mainly belonging to vulnerable loyalists.Based on the results of empirical analysis,this paper puts forward specific strategies: first,for "non-loyal consumers",emphasize brand differentiation,serve brand internalization and externalization,and build brand trust;Second,for "vulnerable and loyal consumers",increase brand conversion costs,take market demand as the guide,establish brand communities,and dig deep into experiential marketing;Third,for "potential loyal consumers",promote the transformation of consumer behavior through brand emotional identity,and open pop-up stores to build a communication bridge between brand consumers.In this way,consumers will gradually increase their loyalty to Shaanxi Tobacco’s HM(Changle Xizhi)brand.