Study On The Influence Of Enterprise Wechat Marketing On Consumers’ Brand Loyalty

With the progress of science and technology, the mobile Internet era has arrived. Under this background, the WeChat arises at the historic moment. As a new medium, the WeChat has been gradually integrated into our life. In the information age, the market competition between enterprises are becoming increasingly intense, the traditional marketing model has been difficult to meet the needs. The WeChat marketing,with its low cost, strong interactivity, transmission speed, accurate target positioning advantages, provides a new marketing model and concept for the enterprise. In reality, many enterprises has used the WeChat platform for marketing, and achieved great success. Practice has proved that the era of WeChat marketing arrived.In recent years, the theory around the WeChat marketing research is gradually increasing, but still did not form a complete theoretical system. Therefore, this article researches of the reference and draw lessons from the former people, using the method of empirical analysis, to explore the enterprise WeChat marketing how to influence consumers’ brand loyalty.Studies in this article, the author build the enterprise WeChat marketing theory model of the impact of consumer brand loyalty, according to the actual research of this paper, after reading the related literatures, combined with small-scale interview, the author extracts the three impact factors of enterprise WeChat marketing on consumers’ brand loyalty:the mode of WeChat marketing, one-to-one interaction, and WeChat information quality. After determining the research model of this paper, put forward 10 research hypothesis of this paper, the raw data collected through questionnaires, with SPSS21.0 and Amos21.0 statistical software for data correlation analysis, and then test the impact of the enterprise WeChat marketing factor’s influence on brand loyalty and brand trust, at the same time the paper introduce the brand trust as a intervening variable, verify the three factor of enterprise WeChat marketing is how to affect consumers’ brand loyalty through brand trust. Finally, according to the research conclusion of this study, put forward some practical suggestions for the enterprise’s WeChat marketing.