A Research On Brand Image Promotion Strategy Of Lyfen Based On MOT Of Store Experience

In recent years,China’s economy has developed rapidly,with increasing per capita disposable income and increasing growth rate of household consumption.The rise of residents’ income promotes the upgrading of consumption.Consumers are no longer satisfied with food and clothing,but strive to pursue higher-level products and services,and put forward new requirements.On May 18,2020,aiming at the growing demand of nutrition and health consumption upgrading in the market,LYFEN officially started the brand strategy upgrading of "fresh snacks" with 20 years of "fresh" core accumulation as the support point,and took "young,fashionable,energetic,fresh,sunny,healthy and happy" as the direction of its brand image construction.Under the trend of brand development in the snack food industry,how to promote the brand image,deepen the perception in the hearts of consumers,and continue to attract "Generation Z" young snack consumption groups,has become a very important issue in front of LYFEN at the present stage.This paper takes LYFEN as the research object and puts forward brand image promotion strategy from the perspective of customer experience.Firstly,review the existing research results of brand image,customer experience and MOT theory,understand the general situation of LYFEN company and the current situation of the industry,summarize the development process of LYFEN brand image,and sort out MOT in the consumption process of offline stores of LYFEN.Then conduct the questionnaire survey on snack consumers.Through descriptive statistical analysis,understand the consumption needs and behaviors of "Generation Z" young snack consumption groups focused on by LYFEN,master the brand image perception and customer experience,find out the key points and corresponding MOT to improve each dimension of customer experience.Finally,through reliability,validity,correlation and regression analysis,the relationship between brand image and each dimension of customer experience is " brand image =0.572* product experience +0.131* service experience +0.132*environmental experience +0.589".This paper draws three main conclusions:(1)There are 16 MOT affecting customer experience in LYFEN’s offline store consumption,including 5 in product experience,6 in service experience and 5 in environment experience.(2)Price and promotion activities are the keys to improve the product experience of offline stores in LYFEN,corresponding MOT are “C4-Customer contact with the snack packaging: see the name,flavor,production date and other information” and “C1-Customer contact with the poster at the door: see the new products and promotions in LYFEN”.Complaint handling efficiency and service remedy measures are the keys to improve the service experience of offline stores in LYFEN,corresponding MOT are “F5-Customer contact with shop assistants: Perceived effectiveness of shop assistants in handling disputes and complaints”and “F6-Customer contact with shop assistant: Feel whether the remedy proposed by the shop assistant is appropriate”.The convenience of searching snacks and the modern sense of equipment are the keys to improve the environmental experience of offline stores in LYFEN,corresponding MOT are “H3-Customer contact with shelves: See the display and layout of products in the store” and “H5-Customers contact with in-store equipment: feel the modern sense of equipment in LYFEN stores”.(3)Product experience,service experience and environment experience all have significant positive influence on brand image,and the product experience has the greatest influence.With the support of the relationship between the brand image and the dimensions of customer experience,taking the key points of product experience,service experience and environmental experience as the direction of the scheme design,aiming at the corresponding MOT,combined with the consumption demand and behavior characteristics of "Generation Z" young snack consumer groups,from the perspective of customer experience,I propose the following brand image promotion strategies:The first strategy is to enhance product experience.In terms of price,aiming at "C4-Contact between customers and snack packaging",LYFEN can add awards and honor information on the packaging to show the features of LYFEN brand and improve the price acceptance of consumers.In terms of promotional activities,aiming at " C1-the contact between customers and the posters posted at the door",LYFEN can strengthen the publicity of promotional activities,so that consumers can know the latest promotional activities of LYFEN in time.The second strategy is to improve the service experience.In terms of complaint handling efficiency,LYFEN can construct a relatively flat organization for "F5-Contact between customers and shop assistants",so that shop assistants can deal with complaints in the first time and improve the efficiency of complaint handling.In terms of service remedy measures,LYFEN should train employees with legal knowledge and communication service skills for "F6-Contact between customers and shop assistants",so as to provide consumers with reasonable and legal service remedy measures.The third strategy is to optimize environmental experience.In terms of the convenience of snacks,for the "H3-customer contact with the shelf",LYFEN can change the category name color on the shelf to "LYFEN orange",improve the category name eye-catching,convenient for consumers to buy the required snacks;In terms of the modern sense of equipment,LYFEN can introduce a new facial payment device for "H5-customer contact with in-store equipment ",which not only brings consumers more convenient payment methods,but also improves the modern sense of store equipment.