The Study Of Network Customization Strategy Influence On Consumers’ Brand Loyalty

With the development of Web technology，Virtual Brand Community gradually infiltratedinto people’s lives，and the brand under line constantly stationed toward the network. Soconsumers gradually join into or spontaneously form a virtual brand community. However,the current study focused on the relationship between brand virtual communities and brandloyalty, customized marketing and brand loyalty. The research for exploring how thecharacteristics of the virtual brand community affecting customized marketing is few. Thisstudy explored how the features of virtual community affecting brand loyalty through theconsumers’ perception of the network customized strategy.Firstly, on the basis of the existing literature, we build a model of virtual brandcommunity features affecting brand loyalty. The study divided into two parts:the first is basedon virtual brand community perspective to study the relationships between the features ofvirtual brand community and customization strategy; the second is exploring the impact ofnetwork customization strategy on brand loyalty. Using literature research, brainstorming,interviews and other methods to design and modify the questionnaire. Then we used SPSSfactor analysis, reliability and validity analysis and regression analysis to analyze data.The empirical results showed:(1) the interactive and knowledge sharing feature of virtualbrand community members can significantly affect network customization strategy;(2)network customized strategies have a direct positive impact on brand loyalty. This study canbe used for the enterprise virtual brand community to promote the development of customizedmarketing, then provide theoretical guidance to enhance brand loyalty.