| In the marketing theory exploration and practical application scenarios,the brand theory has a high activity.In the brand asset,brand loyalty is in a key position.If a brand lacks loyalty,there makes no sense in building it.Because brand loyalty brings many benefits to enterprises,such as increasing sales volume,reducing marketing costs,and attracting potential customers,etc.Therefore,it is an important part of enterprise research content.In the national economy,the automobile industry plays an important role,but the domestic automobile industry has a serious congenital weakness,the acquired imbalance problem.And foreign automobile brands have a certain threat to the market technology and sales share.In order to avoid this problem,it is particularly important to enhance brand loyalty,and in reality,it is also necessary to study this subject.At the same time,there is also some theoretical value in exploring the driving factors of brand loyalty around the characteristics of the automobile industry or based on product attributes.The research object of this paper is YT Automobile Company.Relying on the relationship between brand loyalty and customer value,it first explores the actual situation of the current brand loyalty of YT Automobile Company.Based on this,the factors affecting brand loyalty are explored.The article mainly contains the following research content: First,the relevant research results at home and abroad were summarized and refined,on this basis,the research significance and research background of this paper were determined,and the relevant concepts during the research period were summarized to lay the foundation for the follow-up research;Second,To investigate YT Automobile Company,find out the shortcomings of its brand loyalty at the present stage,and build a brand loyalty evaluation index system based on customer value.Through factor analysis,find out the important factors that affect enterprise automobile brand loyalty.Thirdly,In view of the problems related to brand loyalty,formulate relevant strategies to promote brand loyalty for enterprises.The research shows that the repeated purchase rate of the enterprise customers needs to be improved,and the product price is a very sensitive influencing factor,and the customers are very likely to transfer the purchase behavior.From the perspective of the customer purchasing characteristics of the enterprise,the behavior loyalty is more appropriate,but the emotional loyalty is not high,so the loss of loyal customers may be relatively large,and it is more difficult to attract new customers.There are five main factors that will affect the emotional loyalty of the company’s customers,namely,product price,product quality,brand emotion,brand reputation and association,and advertising.Based on the current lack of YT company brand loyalty,this paper designs a targeted solution.The main aspects include: formulate appropriate price strategies,promote the continuous improvement of product quality,increase brand publicity and communication efforts,focus on the management of brand reputation,and actively build corporate brand culture. |
