Research On The Influence That The Small And Medium-Sized Enterprises Blog Marketing Act On Customers Brand Choice

Chinese blog in recent years has been rapid development. With many enterprises to enter blogosphere, blog market is becoming more and more big. As a network marketing in the new force, in theory, have a unique blog marketing advantage.Although the blog has become a new kind of network marketing, blog network marketing’s concept and development strategy to most businesses is still unknown. as a cutting-edge field of network marketing, blog marketing’s the depth of application is still confined to a small number of a high level of Internet applications, corporate websites, more companies also need to explore a longer time in order to gradually come to understand this new network marketing tool. The study work of Blog marketing, either in theory or in Practice, is still at the exploratory stage. As a result, most of the SMEs operators haven’t achieved magnificent effect through blog marketing. Therefore, it is a necessary and essential problem for SMEs to settle:how to help SME attract target customers via their blog marketing, how to build brand asset and establish the brand personality and how to effectively grasp the critical factors of SMEs blog marketing.The thesis according to the specific characteristics of blog, tries to integrate the theories of virtual community marketing, brand attitude. Then preliminary research model was constructed and some hypotheses were posited as well as the questionnaire was designed. The author chose the potential customers of the company as sample and tell the respondents the questionnaire.After the data was collected, the author used SPSS software to analyze the data such as reliability analysis, regression analysis. Then the thesis came to such conclusions:Blog marketing characteristics:blog environment, information quality, service quality, customer participation and bloger and all of them have positive effect on bran attitude. .Finally, due to the research findings, the thesis proposed some countermeasures and suggestions in the future post-purchase phase and so on.