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Study on Brand Competitiveness Based on Customer Loyalty

Author: YuanBo
Tutor: HaoSuo；ZhangXiaoMin
School: Northwestern University
Course: Business management
Keywords: customer loyalty brand brand competitiveness evaluation index system
CLC: F273.2
Type: Master's thesis
Year: 2009
Downloads: 515
Quote: 7
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Abstract


With the arrival of the buyer’s market, various types of merchandise in the market tends to be more and more diversify and homogeneous, on the one hand consumers have more selection when they consuming, the enterprises pay more and more attention to the brand, and hope that they can gain a competitive advantage by strengthening the operation of brand. On the other hand, homogenization of products requires the enterprises to pay much attention to consumers’ demand in the course of their daily operation, and requires the enterprises to produce goods by taking full consideration of the consumers’ demand. Enterprises can not provide satisfactory products and services to customers until they place much emphasis on consumer’s demands. And only in this way will it be possible to gain customers’ brand loyalty, which makes the brand competitive in the market.This article studies the enterprise’s brand competitiveness from the perspective of customer loyalty. It firstly analyze the relationship between customer loyalty and brand competitiveness, indicated that customer loyalty serves as the primary driving factor for brand competitiveness. After that, it elaborates and selects the evaluation index for brand competitiveness from the perspective of customer loyalty, and constructs the evaluation index system of brand competitiveness based on customer loyalty, from each index of which the issue is considered and promotion strategy about brand competitiveness is put forward directed to each index. Finally, it takes Xi’an laptop market as a sample for conducting empirical research. In accordance with the constructed evaluation index system of brand competitiveness, it quantitatively analyzes six representative laptop brand’s brand competitiveness in Xi’an laptop market by employing analytic hierarchy process (AHP).Theoretical studies show that customer loyalty plays an important role for enterprise in acquiring brand competition advantage; at the same time, constructs the evaluation index system of brand competitiveness based on customer loyalty. While, it points out that enterprises have to not only strengthen brand concept, but also improve overall brand competitiveness by increasing index in the system. By empirical analysis, we acquired the relative impact degree in every index exerts on brand competitiveness. Combining the relative impact degree with the data from consumer questionnaire, we can figure out the brand competitiveness rank of the 6 representative brands in Xi’an laptop market.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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