| The WeChat official account has an increasingly important impact on everyone’s life,carrying multiple functions such as collecting and disseminating information,expressing opinions,marketing and services.At present,there are a lot of studies on We Chat official account,but few studies have explored in depth and comprehensively how We Chat official account can maximize its role and improve user loyalty from the perspective of the operator of We Chat official account.Based on the theory of Customer Perceived Value,this thesis studies and discusses how Customer Perceived Value affects customer loyalty in the service process of corporate social media,and puts forward suggestions to improve user loyalty in combination with the research conclusions,so as to promote the operators of corporate social media to enhance their competitiveness in the increasingly fierce new media environment.This thesis first collates the literature review and theoretical basis,constructs the research model of Customer Perceived Value in We Chat official account affecting customer loyalty,and puts forward the corresponding research hypothesis.Then,combined with the research background of this thesis and the actual case of Finance and Economics official account B,and referring to the effective research conclusions of domestic and foreign scholars,we designed a questionnaire,and then conducted a questionnaire survey on corporate social media customers to collect data.By organizing and analyzing the data,effectively collecting basic data,descriptive statistical analysis is conducted on the basic information of the questionnaire subjects.At the same time,data analysis is conducted on the questionnaire from two dimensions of reliability and validity,and the proposed hypotheses and theoretical models are demonstrated through data software.After verifying the hypotheses and theoretical models,propose research conclusions,provide effective travel plans and future research hypotheses,and finally summarize the shortcomings of this study.Through the discussion and analysis of cases,this thesis concludes that:(1)value creation,especially functional value creation,is an effective weapon to enhance the competitiveness of financial official account.Finance and Economics official account B has always believed in content marketing and carefully produced high-quality products,so that it can achieve remarkable results in the short term.The customer loyalty of the financial official account depends on the perceived value.At the same time,the perceived value of customers is multifaceted,including not only functional value but also social and emotional value.(2)The operation of financial official account B also faces the following problems:(1)low customer loyalty and stickiness;(2)The official account communication is not smooth,and the efficiency of value transmission is low.This article concludes through empirical analysis that:(1)in financial social media,information quality,product learning,interactivity,social presence,entertainment,and emotional arousal will have a positive impact on customer perceived functional value.(2)In financial social media,customer perceived functional value,customer perceived social value,and customer perceived emotional value will have a positive impact on customer loyalty.The research contribution of this thesis is: through case analysis and discussion,we propose a scheme to enhance Customer Perceived Value and loyalty in social media marketing,which can help social media operators to conduct scientific and reasonable user value assessment,deeply explore user behavior characteristics and user needs,build rich application scenarios,provide targeted services,and maintain and optimize stock users in the face of fierce competitive markets,Provide significant reference value. |
