Research On The Influence Of Haier Group's Content Marketing On Customer Loyalty

With the development of modern society,network runs through all sectors and aspects of social life.If there is demand,then there will be development,and if there is development,there will be innovation.With the advent of the era of social media,all walks of life begin to search for innovative marketing methods,and begin to pay more and more attention to the content marketing mode with strong stories,interesting and highly interactive participation of consumers..In the process of content marketing,the information content itself,the mode of transmission of information content,the influence of marketing information on the tightness of customers and enterprises,and the effect of content marketing on the loyalty of customers have become the focus of discussion by experts and scholars from all walks of life.Although most of the current related studies believe that content marketing can help promote long-term affiliation between customers and enterprises,and strengthen the contact between users and enterprises,and enable both sides to gain mutual trust from long-term exchanges,thus enabling users to form loyalty to the brand.Approve the content marketing logic:that is to say,enterprises can satisfy their material and spiritual pursuit of commodities and generate positive emotional identity by establishing emotional relationship with users.And users' own needs are satisfied with the goods,which in turn increases the sales volume of the products and achieves better marketing effect.However,in the field of marketing,content marketing is still a relatively new concept.There is no clear and unified definition of content marketing related concepts in different research materials,which results in the content marketing dimension and its impact on customer loyalty relatively little.Based on this,this paper studies the effect of content marketing on Haier's customer loyalty in a well-known industry company.Starting from the basic situation of the content marketing of the group,with the support of rigorous theory,it makes a deep analysis of the content marketing dimension and communication mode of the group,and tries to establish a mechanism model of "content marketing customer participation customer loyalty" mechanism.The research results show that dialogue,story marketing content and customer interaction in content marketing context are related to customer participation,and customer participation is related to customer loyalty.In order to enrich and improve the existing content marketing research system,and provide theoretical support for the future development of new media and industry enterprise content marketing.It is worth pointing out that the Haier content marketing activities and forms mentioned in this paper refer to the marketing activities and forms under Haier's new media operation,which is developed on the basis of traditional media operation.