The Research On Strategies Of Wechat Moments Marketing In Perspective Of Experience Marketing

Today, with the booming development of e-commerce and the trasformation of the consumption concept from purely pursing the fuctions of products to focusing on emotional needs,online experience undoubtedly will become the important tie to convey values to consumers.The competition between e-commerce enterprise has changed from tangible products and intangible service to the consumer feeling of body and mind and cheerful experience. In recent years,with the wide application of Wechat,Wechat Moments marketing has developed so rapidly.It has become the new marketing battlefield as its characteristics of building strong relationship and low-cost precision marketing.However,kinds of problems are exploesd inevitablely in its development,such as the flooding of advertising information, product quality problems, forced to buy and so on, which greatly leads to people’s favorability reduction and even results in psychological rejection. It is not good to develop the marketing effect of Wechat Moments and develop the relationship in Wechat Moments. So it has great significance in practice and theory to solve the problem with the experience marketing theory introduced to Wechat Moments marketing.This paper will take the effect mechanism of customer online experience to the quality of customer relationship in Wechat Moments as the point of research. This paper defines the concepts and dimensions of customer online experience and the quality of customer relationship based on lots of literatures. Then the perception experience online and the emotional experience online are chosen as the dimension of customer online experience.At the same time, the influencial factors of customer online experience are sorted,including perceived ease of use, perceived usefulness, interaction,which influences the perception experience online,and perceived control, perceived risk, shopping pleasure,which influences the emotional experience online.And the quality of customer relationship are researched from three aspects, including trust,satisfaction,promise.In the foundation of the theory above,the model and hypothes between customer online experience and the quality of customer relationship are put forward. Datas are collected by surveying and empirical analysis are conducted by the principal component factor analysis, correlation analysis and regression analysis.The result of the empirical analysis shows that the customer relationship quality is influenced by perception experience online; customer relationship quality is influenced by emotional experience online; perception experience online is influenced perceived ease of use,; the customer relationship quality is influenced by perceived risk, shopping pleasure, and perceived control has no significant influence on the quality of customer relationship; and perception experience online perceived usefulness, interaction and customer relationship quality completely; but it does not pay intermediary role between perceived ease of use and customer relationship quality completely.and emotional experience online plays intermediary role between the perceived risk, shopping pleasure and customer relationship quality completely, but it does not pay intermediary role between perceived control and customer relationship quality completely.