Imported brand silicones are mainly accepted and popularly used as domestic chemical building materials. This study takes Dow Corning brand of USA as the research object, trying to find out the difference in agents and pathways of different silicone brands, using experience, sale efficiency and so on by means of phone-visiting to the managers and users, as well as to verify the loyalty to this brand by sending out questionnaires to the agents and downstream customers.This study utilizes structural equation modeling (SEM) to build three aspects of brand equity, salesmen personnel characteristics and the relationship model of delivery performance relating to customer loyalty, and then explores the influence to customer loyalty caused by previously mentioned aspects in taking the product price as a disturbance variable condition according to the verified results of analysis and the issues of sales strategy and management recommendations.
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