The Influential Factors on Customer Loyalty Based on Marketing Mix Theory

Abstract

With the rapid growth of China's luxury market, many luxury brands have shifted their sales focus to China, in which resulting in many brands taking root in China one after another. The purpose of this report was to explore how Hermes utilized its marketing methods to influence customers' loyalty. A good marketing strategy can not only bring better benefits to the company but also reflect the influence of a brand in the market to a great extent. And this paper was based on SWOT analysis by adding 4Ps into the model, and it was appropriate to analyze which sectors will affect loyalty more. Based on SWOT analysis, the paper can find that product and price are the biggest factors affecting customer loyalty because product and price are the faces of a brand, and play a very important role. Even though product and price are very important, promotion and location in 4Ps also have little impact on customers. However, if compared with price and product, its impact is less obvious.