Education, Science, Technology, Innovation and Life
Open Access
Sign In

Study on Influencing Factors of Wine Customer Loyalty in Ningxia and Its Brand Development Path

Download as PDF

DOI: 10.23977/msom.2023.040102 | Downloads: 18 | Views: 461


Sun Yu 1, Sun Qiong 1, Wang Zhongsheng 1


1 Management College, Beijing Union University, Beijing, 100101, China

Corresponding Author

Sun Qiong


Based on 110 national questionnaire samples, based on the Swedish Customer Satisfaction Index (SCSB) model, 20 observation variables were designed from four dimensions: promotion perception, product experience, channel experience and customer loyalty to explore the factors affecting wine brand loyalty in Ningxia producing areas by SPSS. Research shows that promotion perception, product experience and channel experience have direct or indirect positive effects on customer loyalty. Finally, according to the research results, the development path of wine brands in Ningxia producing areas is explored.


Ningxia producing area; Wine marketing; Customer loyalty; Brand development


Sun Yu, Sun Qiong, Wang Zhongsheng, Study on Influencing Factors of Wine Customer Loyalty in Ningxia and Its Brand Development Path. Manufacturing and Service Operations Management (2023) Vol. 4: 7-14. DOI:


[1] He Renwei. Urban-rural integration and rural revitalization: theoretical discussion, mechanism explanation and realization path [J]. Geographical Research, 2018, 37(11): 2127-2140.
[2] Lin Lu, Ren Yisheng, Zhu Daocai, et al. Research Framework and Prospect of Rural Tourism Guiding Rural Revitalization [J]. Geographical Research, 2019, 38(1): 102-118.
[3] Zhang Haizhou, Lin Lu, He Yanan. Industrial chain tourism: concept connotation and case analysis [J]. World Geographic Research, 2020, 29(5): 1006-1016.
[4] Li Yuanyuan, Wang Luquan, Zhang Dong. Analysis on the ways to enhance the competitiveness of China's wine industry [J/OL]. Grape and wine at home and abroad, 2022 (3): 78-83. DOI: 10.13414/J.CNKI.ZWPP.2022.03.014.
[5] Wang Linying. Multi-dimensional integration of wine tourism in the eastern foot of Helan Mountain in Ningxia under the new regionalism paradigm [J]. Northern Horticulture, 2016(23): 174-179.
[6] Guang Defu, Li Bo, Huang Fei, et al. Investigation report on the development of Italian wine industry [J]. World Agriculture, 2022(12): 5-9.
[7] Miomir M Jovanovic et al. Decision tree analysis of wine consumers' preferences: evidence from an emerging market [J]. British Food Journal, 2017, 119(6) : 1349-1361.
[8] Gao Xiaoqin. Analysis of China wine marketing strategy based on factor analysis [J]. China Business, 2009, No.448 (07):4-5.
[9] Mu Weisong, Feng Yumeng, Wu Xiaoqian, et al. Analysis of wine marketing model and development suggestions in the eastern foothills of Helan Mountain in Ningxia [J]. China Brewing, 2022,41(08):246-251.
[10] Ji Junlin, Yang Yi, Chen Hongyao, et al. Structural Equation Analysis of Influencing Factors of Wine Brand Loyalty-Taking Jiaodong as an Example [J]. China Brewing, 2020, 39(5): 216-220.
[11] Julia, Hu Chaping. Research on the performance improvement of Ningxia wine brand: from the perspective of origin image theory [J]. Social sciences in ningxia, 2018, No. 208 (02):94-98. 
[12] Zhu Zhenzhong, Li Xiaodan, Cheng Junmo. Research on the formation mechanism of brand loyalty based on brand love [J/OL]. Foreign Economy and Management, 2014,36 (11): 33-44.doi: 10.16538/j.cnki.fem.2014.11.005.
[13] Yao Chunling. Experience in building regional brands of French wine [J]. China Trademark, 2015(3): 87-88.
[14] Huang Liye. Analysis of the main body and mechanism of regional brand building of agricultural products [J]. Research on Science and Technology Management, 2008(5): 51-52+55.
[15] Li Ting, Zheng Chuiyong. Tripartite Game Analysis of Regional Brand Development of Industrial Clusters [J/OL]. Reform and Strategy, 2015,31 (8): 130-133. DOI: 10.16331/J.CNKI.ISSN 1002-736x.2015.08.033.
[16] Yang Hecai, Cheng Xiaobei. Exploring wine marketing strategy from the perspective of wine culture [J]. China Brewing, 2014, 33(12): 163-165.
[17] Xiao Yan, Zhang Liqun. Research on the development mechanism of regional brand economy [J]. social science front, 2017(9): 251-255.
[18] Xia Zengyu, Xie Jian. Discussion on regional brand building-Wenzhou case study [J/OL]. China Industrial Economy, 2003 (10): 43-48. DOI: 10.19581/J.CNKI.CIEJournal.2003.10.006. 

Downloads: 3281
Visits: 64720

All published work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2016 - 2031 Clausius Scientific Press Inc. All Rights Reserved.