Research On The Impact Mechanism Of Customer Engagement Of Enterprise Micro-blog Users

Micro-blogging is a customer-based social network to exchange for sharing information platform as a new social media; micro-blogging has become a very influential marketing platform. Since the. first micro-blogging website twitter "was established in2006, it is transmitted from a speed of at least12languages in over120countries. In China, from August2009Sina micro-blogging beta operating a result, mainstream micro-blogging Sina, Tencent micro-blogging, Netease micro-blogging site in a year of explosive growth, and now it has become a social network major force in the industry.We construct a conceptual model to study the micro-blogging users’online experience. Our customer participation to explain the impact of customer participation factors as a guide to good customer relations and a positive customer attitude and behavior of key indicators, the same time, we have a sense of distance as a Sina micro-bloggers, consumer customer sense of distance customers to participate in the mutual relations of the sense of positive customer emotional awareness. We first set up a research model, after an empirical study by questionnaire. SPSS16.0software to analyze the data obtained the following conclusions:(1) micro-blogging users away from the sense of including the media, interactive, media, utility and media structure of three dimensions.(2) micro-blogging users away from the sense of three dimensions of the customer a sense of participation, positive and significant impact.(3) micro-blogging media, interactive, media, utility and media impact of the structure of the customer a sense of participation by the regulatory role of the characteristics of micro-blogging users; micro-blogging media, interactive, media effectiveness and media structures impact on the customer a sense of participation by the micro-blogging users use micro-blogging regulatory role.From the customer a sense of participation theory in-depth analysis of the propagation mechanism and influence of the micro-blogging platform to help enterprises to better understanding and application of this emerging effective platform for other companies to develop marketing strategies to make recommendations.(1) Focus on content optimization, Keywords crawl way to grasp customer needs, industry and living information.(2) Timely and effective communication, micro-blogging as a positive public relations tool.(3) Word of mouth marketing, the use of fission to spread the advantages of integrated marketing strategy.(4) The use of statistical laws of special marketing strategies for clients.