Research On The Influence Of Enterprise Microblog Marketing Impact On Brand Equity

Market is becoming more and more complex,the pressure of competition between enterprises is bigger and bigger,the enterprise in order to win the war of no gunpowder smoke,constantly develop new products or new services,which makes the same type of products or services on the market there are thousands of kinds.Homogeneity in the product or service,consumers choose a product or service a large part of the reason is that brand.In recent years,as one of the important concepts in the study of brand,brand equity has been scholars widely discussed,and the famous people have also emphasized the importance of brand equity.All kinds of enterprises and research institutions have also study of brand equity,and hope to be able to as much as possible to take practical and reliable,and perfect the detailed methods to measure evaluation of brand,maximum mining profits and value of the brand.In today's economic globalization,enterprises with the enhancement of comprehensive strength,in succession on the pace of globalization,mergers and acquisitions or mergers between companies become inevitable,brand equity as an intangible asset of enterprise,how to measure and how to promote its continued growth for companies becomes especially important.With the development of the Internet and mobile client's popularization,microblog users more and more,and because microblog immediacy of information transmission and extensive influence,more and more enterprises take microblog as a brand new marketing tool.Enterprise microblog marketing has incomparable advantage over traditional marketing,marketing costs is lower,it can release information independently,and through two-way interaction with customers to establish good relationship with guest mood,make up for the deficiency of the traditional marketing channels,especially through the enterprise microblog powerful fission spread effect and agglomeration effect,can help enterprises to improve the brand assets.The use of scientific and effective enterprise microblog in brand marketing,for an enterprise to achieve strategic goals has twice the result with half the effort.So how to make good use of microblog real-time social networking platform for this increase brand awareness,brand image,improve the quality of awareness of consumers to the brand that increase consumer loyalty of a product or service becomes the enterprise is a very important topic.From consumer perspective,this paper adopts the method of empirical study,through the influence factor,enterprise microblog marketing research enterprise microblog marketing influence on brand equity,in order to go through the micro blogging marketing means to improve enterprise brand assets to provide some ideas and methods.Through the theoretical research and the interview to microblog users,determine the measurement dimensions of enterprise microblog marketing,namely enterprise microblog popularity,and fan interaction,information quality,event marketing and opinion leaders' participation.Dimension of brand equity research selected the Yoo and Donthu(2001)from a consumer perspective of multidimensional model of brand equity,brand equity can quality be through brand loyalty,brand awareness,brand association and brand awareness for measurement.Based on this,paper build research model and research hypotheses are put forward.Through the form of a questionnaire for data collection,through SPSS20.0 was carried out on the sample data reliability analysis,validity analysis,correlation analysis and regression analysis,obtained the enterprise microblog marketing results impact on brand equity.Research results show that,from a consumer perspective,the enterprise microblog marketing a positive impact on brand equity,namely enterprise microblog popularity,and fan interaction,information quality,event marketing and opinion leaders'participation and brand assets quality of brand loyalty,brand awareness and brand association has significant positive influence.Based on this,this study targeted Suggestions are put forward for the enterprise to improve brand assets,so as to provide a good reference for weibo marketing,but also for enterprises to improve brand assets provides a new way.