英语论文网

er they have the potential to increase consumption. Finally, for the "strangers" who will neither loyal customers and not profitable, the answer, of course, is very simple: o recognizes them early and they do not make any investment.

Managers are faced with such a reality, products’ differentiation getting smaller and smaller, the promotional ways are similar, there are more and more competitors, and customers are becoming more and more critical. How can enterprise survive in this environment at the end? But the original aim, enterprises’ driving force to keep stable development, is no more than three points: operational efficiency, market share and customer retention. Customer Relationship Management need to solve two key issues: increase market share and increase customer retention. The solution of these two issues is bringing them into core issue, it is about maintain and enhance customer loyalty.

Different brands have different value on the market. The most typical polarization between two brands is that only a small number of people know one brand, while the other brand has a large number of loyal consumers in the same product market, which is the formation of brand loyalty. If the corporations need to improve brand’s popularity and consumers’ loyalty, they must pay attention to analysis the value of the brand to consumers, in order to reduce the cost of the brand and enhance the brand’s effectiveness. That will influence the consumers’ behavior. A company should view its brand to be not just a product or service, but as an overall brand image that defines a company's philosophies. A brand needs more than identity and personality. Just like a person without attention-grabbing characteristics, a brand with no personality can easily be passed right over. A strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable.

Between the similar products, https://www.51lunwen.org/ecommercebusa/ products with high-quality brand, their prices are usually higher, this is the common view for the consumers. However, how do the brand quality and the price influence consumers’ behaviour for the products in the business?

A brand known by the popularity first, then as the increasing brand awareness and in-depth about brand awareness, here comes up the brand loyalty. When consumers recognize that a brand or service satisfies their needs to greater extent than others do, then they decide to buy the same brand repeatedly. Essentially, brand loyalty results from positive reinforcement of a performance-related choice tactic. Brand loyalty can also develop when consumers become be familiar with in using a particular offering, such as a specific brand of household appliance.

In recent years, the household appliance industry is recognized as the most intense industry competition in China. All markets compete on price in China, especially in the household appliance industry, but Haier, a thirty years old famous household appliance brand, has always not participate in this price war and Haier’s products don’t sold less than those of the brand which join the price competition. Those brands rely on the price war, once they out of the low-price support, the product cannot be sold, while Haier can be unique. From the perspective of brand management，it is not difficult to see that most ap