Research On The Brand Value Enhancement Of Economic Forest Products Based On Internet

Economic forest industry is an important base to the rural revitalization strategy,accurate poverty alleviation,and enriching the rural people.The market of economic forest products is close to a perfect competition market,so,making a brand is important to corporation to compete with other ones.In the economic forest products,such as wolfberry,jujube,blueberry,auricularia auricula,walnut,torreya grandis,hazelnut,chestnut,there are already many brands.But for the majority of the owners of the economic forest products,to create a brand are also a difficult mission and long-run tour.The advent of the Internet era brings many types internet platforms,which give corporations some new tools and possibilities to creating a known brand.WeChat official accounts form a new type of internet brands' communities,which is an important platform between consumers and brand,as well as brand management of enterprises.The market of economic forest products is close to the completely competitive market,and brand effect have become much important in homogeneous competition,that's why enterprises need to gain sustainable competitive advantages through brand management.Therefore,the improvement of consumer brand engagement and the enhancement of brand value in internet brands'communities will benefit a lot to enterprises,for example,by mobile internet,the WeChat official accounts gain much sustainable competitive advantages.With the characters of economic forestry products and the condition of mobile internet,this work constructs an effect model which based on the forestry nuts corporation in WeChat official accounts,to analysis not only the promotion of consumer brand engagement but brand value of forestry nuts enterprises by mobile internet.During this study,a new structure of consumer brand engagement process and brand value based on forestry nuts enterprise WeChat official accounts,and a series of hypothesis were proposed.In addition,through this study,a proper questionnaire was designed and an accurate data among research objects was obtainedA case study for two companies and an empirical evidence from consumers of forestry nuts WeChat official accounts are carried out.The results demonstrate that consumer brand engagement was severely affected by utilitarian experimental value,emotional experimental value and social experimental value Besides,WeChat official accounts community identity mediates the relationship between consumer brand engagement and experimental values.In contract,learning experimental value has no significant effect on consumer brand engagement.Consumer brand engagement directly induces brand value.However,consumer's brand value creation is a mediator of Consumer brand engagement and brand value Meanwhile,the official accounts integration play a positive role in moderating effect between official account identity and brand engagement.The same role of consumer's perceived community supports is among consumer's brand value creation and brand engagementAbove all,to promote consumers' virtual brand community identity and brand engagement,Forest economic products enterprises should pay more attention to brand management,develop the virtual brand community experimental values meeting or further exceeding consumers' expectations.Thus,organizing/inducing a series of brand engagement activities is quite important to promote consumer's brand value creation and brand value.Meanwhile,consumer community integrations significantly enhance the positive relationship between community identity and consumer brand engagement.Also,the relationship between brand engagement and consumer's brand value creation were reinforced by perceived community supportEconomic forest products enterprises should pay attention to the importance of mobile internet to brand management,and choose a suitable internet platform to promote brand building and brand value The basis for the improvement of brand value comes from the indispensable dimension of virtual brand community utilitarian experience value,emotional experience value and social experience value in the internet platform.In the path of brand value improvement,it is necessary to enhance the perception of user experience value from multiple angles,enhance the fit between users and brands,and enhance the willingness and behavior of consumers to create brand value.At the same time,it is necessary to enhance the positive relationship strength in the value improvement path by enhancing the user's virtual brand community integration level and community support perception.