Research On Public WeChat Influence And Service Quality Of Logistics Enterprises Based On HSM Theory

Following the upsurge in “Internet +”,the traditional industry has shown an unprecedented market vitality.Driven by online shopping,logistics industry has attracted much attention.Due to the increasing status of the modern logistics industry in the regional economy,and the characteristics of virtual product,timely information and random transaction in logistics service,the enterprise mobile social platform has become a kind of rapid developed information platform in the Internet platform economy.Integrate all kinds of resource through the mobile social platform,the enterprises can provide services for customers and consumers more effectively,and improve the core competitiveness to achieve the increasing of business value.At the same time,logistics enterprises need to market by social media and interact with consumers in the social circle,so that can help enterprises maintain long-term customer relationships,and improve spreading word of mouth.As the We Chat first to achieve social media payment function,it is very suitable for the need of logistics enterprises' online order business,so a considerable number of logistics companies register public We Chat,and actively use We Chat to interact with user,promote business development by social media marketing and dissemination.Because of the influence relationship between the using and dissemination of public We Chat on the competitiveness of logistics enterprises is not clear,and the factors that change the influence of We Chat are still being studied and discovered,logistics enterprises is confused in terms of the balance of benefit relationship and actual operation in the actual use of We Chat,which can not realize user traffic conversion of public We Chat.This paper takes logistics enterprises as the main research object,and captures content data of 220 logistics enterprises' public We Chat and logistics quality complaints of 24 logistics enterprises from Qingbo new media index(www.gsdata.cn)and the State Post Bureau website(www.spb.gov.cn),constructs the relationship model between public We Chat influence and logistics service quality in the background of HSM cognitive theory,uses content mining,statistical analysis and other methods to conduct empirical research.This paper has some theoretical and practical value.On the theoretical side,the author studies the influence relationship between social media and logistics industry,and finds out four heuristic-system cognitive clues that cause the change of the influence of public We CHat,and establish the relationship model between public We Chat influence and logistics service quality,provided a theoretical basis to explain the improvement of logistics enterprises service quality,and further enriched the research results in the cross-field of logistics enterprises and social media.On the practical side,the author provided basis and design reference to use public We Chat for enterprise promotion and actual marketing to the traditional industry,and offer practical guidance for mobile socialization strategy to logistics enterprises.