The Research Of Enterprise We Media Marketing On Brand Loyalty In The Era Of Big Data

With the rapid spread of the Internet,the widespread use of mobile terminals,and the explosive production of information,these all herald the arrival of the Internet economy era.Big data is an Internet-based technology application.Its characteristics of scale,diversity,speed and value have profoundly affected people's lifestyle,social development,and economic operation,especially for the media industry.As a new media,the we media has to change its business ideas and reform and innovation by virtue of its rapid spread and strong interaction.At the same time,the gradual rise of the we media has made enterprises pay more attention to the application of we media to marketing activities,providing enterprises with new marketing models and ideas,but at present the we media marketing system in most of the enterprises is not perfect,and the phenomenon of homogenization is serious.In this context,through the use of big data technology and internet marketing thinking,it is an important issue to study how companies attract and retain consumers in we media marketing,gain consumer trust and enhance their brand loyalty.This paper first combs the previous related research,according to the theory of "use and satisfaction",based on big data as the background,combined with the characteristics of we media,summarizes the characteristics of the we media marketing activities,such as content originality,activity interest,service professionalism and communication interaction.The content originality refers to the use of big data technology information mining to accurately track the user's attention to the content,so that the content released from we media marketing is more targeted and original.Activity fun refers to the activity of planning fun and entertainment on the we media platform,attracting users to participate,helping companies to promote products or brand image.Service professionalism refers to the use of we media platform to provide customers with unique and professional services,continuous service innovation,and more professional services to meet new customer needs and expectations.Communication interactivity refers to the promotion and marketing of enterprise products or services by means of the strong interaction and efficient dissemination of the we media,allowing users to participate in the process from product design to promotion and dissemination through media platform.Then,according to the "stimulus-organism-response" theory,the characteristics of we media marketing activities based on the use and satisfaction theory are taken as an external stimulus,and the consumer behaviors that are satisfied by the consumers through these stimuli are treated as one reaction.Usually,the cognitive and emotional states of consumers such as risk,trust and attitude are taken as the body variables,so the research model of “the we media market activity characteristics-brand trust-brand loyalty” is constructed.On this basis,the questionnaire is designed,the data is analyzed,and the quantitative analysis method is used to verify the constructed conceptual model and the proposed research hypothesis.According to the results of empirical analysis,the following three conclusions are drawn: First,content originality,activity interest,and service professionalism in the characteristics of the we media marketing activities have a significant positive impact on consumer brand trust;Second,content originality,activity interest,and service professionalism in the we media marketing characteristics are positively affecting consumer brand loyalty;Third,brand trust affects consumer brand loyalty;Fourth,brand trust plays a partial mediating role in the relationship between the we media marketing characteristics and consumer brand loyalty.Based on the above research,combined with the results of empirical analysis to explore the current problems in we media marketing,and from the perspective of integrated marketing theory,combined with the background of big data,this article put forward management recommendations for we media marketing for existing problems: First,explore new ways of the we media marketing to improve the stickiness of we media users;Second,conduct flexible design of the we media marketing organizations to lay the foundation for resources,systems and culture for enterprises to implement marketing strategies;Third,enterprises should build the we media marketing operation team to improve the business operation system.