Research On Influence Of Page Set In Wechat Public Accounts On Apparel Brand’s Relation Quality

Since We Chat launched in 2011, because of its convenient and fast, and many other advantages, more and more consumers and enterprises begin to pursuit and trust this software. According to relevant data, up to October 2015, the We Chat active users every month has reached 549 million, becoming the domestic APP ranking champion in China. Based on the big amount of users, more and more companies find the great influence of We Chat. They build public flats to broadcast their brands. Till now, there have been 8 million public flats. But through the study it is found that the effects of broadcasting by public flats to achieve brand awareness is not satisfactory. Therefore, the research on the We Chat public flats marketing will have important theoretical guidance and practical value for the clothing enterprises.Using the brand relationship quality index the stability and the continuity of the relationship between the consumer and the brand can be measured, the brand relationship quality is the foundation of the enterprise brand competition ability. Therefore, this study selects the brand relationship quality as a variable.Based on the previous studies, page setups of clothing public flats are objects of study,which choose people who come from different cities, who have different ages, jobs as main research samples. The study shows: First, page setups have a positive influence on brand relationship quality. It influences the emotional brand relationship deeply. Second, pushing contents also have the positive influence on brand relationship quality. Third, the time when to push contents has influences on brand relationship quality as well. It influences cognitive brand relationship quality deeply. It suggests that reasonable pushing time can let customers have better knowledge about brands. Forth, online selling has positive influence,which is the greatest factors in these five. It shows that selling on We Chat has become an important demanding for customers. Fifth, customer service online has great positive influence. It also influences cognitive brand relationship quality deeply. It suggests that if service could be offered in time, acknowledge of brands in customers’ hearts will be improved greatly.According to the research results, the suggestions for the Wechat marketing of clothing brand are put forward.