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Study of Increasing Civil-Military Integration Enterprise Brand Equity Based on Customer Loyalty

Author: ChenJiang
Tutor: HuangPing
School: Anhui University
Course: Business Administration
Keywords: Civil-Military Integration Enterprise Customer Loyalty BrandEquity
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 18
Quote: 0
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Abstract


Civil-military integration industry has experienced50years of development. To further put forward "civil-military integration" strategy since2005, civil-military integration enterprise has deeply integrated into the economic and social development system. It makes full use of manpower, material resources, financial resources of the society; promotes the development of society and economy; effectively avoids the repeated construction, decentralized construction and maximizes resource conservation, forms benign interaction between the national defense and economic. But in the process of the development of the civil-military integration enterprise, by the influence of the early single customer market, deterministic, features such as stabilization, customer loyalty and brand equity have not been enough attention. It requires civil-military integration enterprise to deal with the relationship with customers to achieve sustained competitiveness and enhance brand value in market competition.This paper extracts the five typical elements to measure brand equity dimensions, i.e., market share, brand awareness, brand reputation, brand association and brand loyalty. It further refines customer satisfaction, switching costs, relationship trust and risk of purchase as the four kinds of typical factors affecting customer loyalty; discusses the role of brand equity promotion and puts forward some suggestions of civil-military integration enterprise promoting the brand assets. Based on the brand assets in the marketing as the theoretical starting point, this paper adopts the method of literature analysis and case study to research civil-military integration enterprise promoting the brand assets. The full text is divided into seven parts:The first part is the introduction. This part introduces the research background, significance, ideas, methods, innovation and lack of related content. This article discusses enterprise brand assets promotion under the special background of the market competition and civil-military integration enterprise development. It puts forward two practical significance of the research and summarizes the idea, content and methods about the full text research from the perspective of customer loyalty.The second part is the related literature review. First, the customer loyalty theoretical research is carried out a systematic combing. Second, the influence factors of customer loyalty, namely:customer satisfaction, switching costs, relationship trust, the risk of purchase expatiates are how to influence customer loyalty; Again, the connotation, function, evaluation of brand assets and brand assets management and promotion are analyzed and summarized; Finally, the study of customer loyalty and brand equity literature have carried on the comprehensive literature analysis, found the two links and laid a foundation for the further research of the thesis.The third part mainly introduces the role of customer loyalty about civil-military integration enterprise brand assets, and has carried the concrete analysis through the model. First of all, the paper expounds the historical vicissitude and the characteristics of the civil-military integration enterprise; Secondly, this paper analyses the particularity of the civil-military integration enterprise brand equity and customer loyalty; Finally, the research is mechanism of customer loyalty in the civil-military integration enterprise brand assets promotion.The fourth part discusses the civil-military integration bi-circulating model of brand assets promotion and value chain model, and deeply expounds the relationship elements as a whole to participate in the formation of brand equity. It puts forward the path of brand assets promotion according to model elements.The fifth part is the case study. Select the typical enterprises of civil-military integration in our country, JZ electronics group co. Ltd, as the research object. Find a lot of efforts that it has made in product quality, technological innovation, social responsibility, corporate culture and etc. But the enterprise still needs to strengthen in the customer relationship maintenance, market positioning and segmentation, etc.The sixth part is based on building the brand equity model of customer loyalty as the core, puts forward the rationalization proposal about brand assets management of civil-military integration enterprise:to grasp the customer demand, choose to have the value of customers; Clear brand positioning and value proposition, manage customer expectations; To carry out the service recovery measures, reduce customer churn rate is helpful to maintain and improve customer loyalty.The seventh part is the summary and outlook about full text research. Based on five dimensions of brand assets, this part analyses the function mechanism of customer loyalty and brand equity; analyses the value chain model and bi-circulating model of brand assets promotion; proposes the promotion path and management countermeasure of the civil-military integration brand assets and has an outlook for further research.This paper is the study of civil-military integration enterprise brand equity based on customer loyalty. The study can provide guidance for the development and planning of enterprise. It has a promoting effect to keep the core competitiveness of enterprise. Whatever from theory or from practice, it all has a positive meaning.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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