The Research Of Enterprises We Media Marketing’s Influence On Brand Loyalty

In recent years, with the development of the Internet, we media gradually rises, it has rapid transmissibility and strong interactivity, which attracts a large number of enterprises. More and more companies start to use the media platform to carry out marketing activities. Under this background, It becomes an important topic to research how to attract and retain customers and promote brand loyalty in we media marketing activities of budget hotel.Signaling theory indicates that the information superiority side(such as the enterprises) transmit information related to the product quality to the disadvantage of one party in the information(such as consumers) through some observable channels. Some scholars study the forming mechanism of brand assets through the signal transmission theory. The research suggests that the brand is an important signal to transmit product quality information to consumers, the enterprise can actively and effectively deliver the brand signal to users, and enhance their brand loyalty. This paper establishes a model of budget hotels’ we media marketing influencing brand loyalty by drawing lessons from domestic and overseas scholars research, and put forward relevant assumptions.In the part of empirical research, this paper launches conceptual model,based on the signal transmission, customer relationship management, and network integrated marketing theory. The we media marketing feature dimension are established according to the result of the case analysis and focus group interviews. Assumptions among the relationship of marketing strategy, customer perceived value and brand loyalty are put forward drawing on relevant theory and the estabilshed model. After collecting data by questionnaire survey,this paper makes analysis using SPSS21.0 and AMOS17.0 and draws the following conclusions:(1) In we media’s marketing activities,economic interests, product usefulness, activity interest, personalized service and interactive communication significantly influence on brand loyalty.(2) In the impact of customer perceived value on brand loyalty, function value, social value significantly influence on brand loyalty.(3) In the impact of we media marketing on customer perceivedvalue, economic interests significantly influence on cost value, product usefulness influences significantly on the function value, personalized service,activity interest significantly influence on social value, activity interest and interactive communication significantly influence on emotion value.(4) Function value takes significant mediating effect in the impact of product usefulness on brand loyalty, and social value has significant mediating effect in the influence of activity interest and personalized service to brand loyalty.According to research conclusions, this paper combined with the problems in the budget hotel we media marketing and put forward solutions: build standards of product and service; establish CRM system; take cross-platform integration, strengthen interaction and fun. Finally, it expounds the limitations of this study.