The Research Of The Enterprises' Brand Building And Brand Awareness On Wechat

Nowadays, the development of mobile Internet makes the consumer behavior of e-commerce rapidly transfer to the mobile terminal. WeChat, as a new social media based on mobile Internet, has a huge user groups, the interaction between the user and the user is extremely strong, and the information transferred by WeChat is of highly acceptable for the users. And with the information push as well as the extremely low cost, has become an important channel for the construction enterprises to improve their own brand competitiveness of the brand. It is easy to find that WeChat, which has a strong brand construction advantage, is only used as a means of information dissemination in the brand construction when summing up the brand building activities based on WeChat already. However, brand communication can not be simply equated with the brand building, it is just because nowadays most enterprises to understand social media brand construction based on the error process makes the enterprise brand brand building in the application of WeChat actually ignored its characteristics as an unique media can really bring more value.In this study, WeChat and brand building at home and abroad related literature and research were summarized and analyzed to further clarify the limitations of the current brand building in WeChat brand. On the basis of literature research, this paper tries to find out the cognitive effects of brand formation in the process of brand building from the perspective of WeChat users through questionnaire survey. Due to the special media characteristics of WeChat, the scales of brand building can not be fully applicable to the research of this topic. Therefore, through the form of interviews, and with the four stages of the content of brand building, we analysis the relevant measure of brand building based on WeChat and extract the main factors, namely brand recognition, information dissemination, opinion leaders, friendly interaction, also, based on the existing research of brand awareness we come up with the three dimensions namely brand perception,brand attitude and brand association, we finally complete the definition of research variables. According to the defined variables, the conceptual model of the influence of brand building on consumer brand awareness was constructed based on WeChat, and the hypothesis of the influence relationship among variables was proposed. Then, on the basis of the brand construction and brand awareness of the relevant content, determine the questionnaire survey questions, form a questionnaire, and through online communication way to complete a questionnaire survey. The questionnaire data were analyzed and the variables were adjusted according to the results of the analysis. The conceptual model was revised and the research hypotheses were adjusted according to the redefined variables. Through linear regression analysis of variables, we finally get the model of brand recognition based on WeChat in the current environment and the influence of brand building on consumer brand awareness. Combined with the previous literature analysis, in view of the current enterprise in the brand construction of WeChat platform application obstacles and proposes the Countermeasures of media features and functions to help enterprises brand more effective application of WeChat's brand building and communication.