Research On The Influence Of Opinion Leaders On Brands Of Companies Under The Context Of Micro-blog

With the implementation of “Internet +”strategic planning, China has entered the golden era of the development of e-commerce.Internet era is different from the one of the industrial era in it’s characteristics, that is, a new dimension of the virtual world. People in real world can live in the virtual space, and their life span is gradually beyond reality. Based on the characteristics of the times and the needs of the national strategy, the traditional production and management mode of enterprises are difficult to adapt to the new economic norm. Marketing, as an important part of the enterprise products or services and consumer contact, attracts much more attention.Micro-blog, We-chat and other social media tools have become an important part of public life. Especially, micro-blog has attracts much recognition and pursue and admire of enterprises’ marketing personnel in the cause of explosive, viral spread modes of information and it’s high influence on public opinion. The opinion leaders, based on micro-blog platform, integrate two characters of communicator and influencer in one, who relied on the scale effect of fans to influence the audience’s attention and preference changes. Therefore, the study on micro-blog opinion leaders to enhance the brand influence of the enterprise has theoretical and practical significance. However, scholars at home and abroad focus more on the monitoring, classification and characteristic analysis of the micro-blog opinion leaders, and the relationship between them and the brand marketing is relatively small.Through literature reading and empirical analysis, qualitative and quantitative research methods, this paper sums up related arguments of domestic and foreign scholars concerning micro-blog opinion leaders, brand influence for the theoretical foundation. And it extracts the visuality, professionality, interactivity, activity as the measurement variables of the micro-blog opinion leaders, brand image, brand persuasion and brand cohesion as the evaluation criteria of brand influence, relationship strength, perceived value, and other emotional factors as intermediary variables. Based on the theories of interpersonal communication, the "spiral of silence", the social network theory, the structural holes, the customer perceived value, and the stimulation- reflection, it constructs a structure model, designs the questionnaire and uses statistical software of SPSS20.0, AMOS21.0 analysis to collect data to verify the authenticity of the hypothesis. According to the empirical results, the following conclusions are drawn:(1)Based on micro-blogging, the opinion leaders have built a new model of interaction between users, to enhance brand the influence of enterprises.(2)Micro-blog opinion leaders endow bands with emotional value, and provide standardized information, professional services to enhance the brand influence of enterprises.(3)Value is the link between micro-blog opinion leaders and users.Finally, according to the above conclusions, it provides suggestions and references for the practical marketing strategy of the traditional enterprises, and reviews the limitations, future prospects and feasibility of the process.