基于微信营销的品牌意见领袖对品牌关系质量影响分析

微信以其即时性、精准性、移动性等特点，迅速成为商家进行移动互联网品牌营销的绝佳平台。文章基于微信营销，探讨了品牌意见领袖与品牌关系质量之间的内在联系。通过对以往文献的回顾，构建了品牌意见领袖基于微信营销影响品牌关系质量的研究模型，采用实证分析法展开相关研究，得出研究结论：品牌意见领袖微信内容质量正向显著影响品牌关系质量，品牌意见领袖微信活跃度正向显著影响品牌关系质量，品牌意见领袖与粉丝的互动正向显著影响品牌关系质量。根据研究结论，对企业基于微信的品牌意见领袖营销提出了参考性建议。

Impact of Brand Opinion Leaders Based on Wechat Marketing on Brand Relationship Quality

Micro channel with its real-time,accuracy,mobility and other characteristics quickly becomes a good platform for the business of mobile Internet brand marketing.Based on micro channel marketing,this paper discusses the inner link between brand opinion leaders and brand relationship quality.Through the review of previous literature,this paper constructs the research model of brand relationship quality based on micro channel marketing,and uses empirical analysis method to research conclusions:brand opinion leader micro channel content quality has significant impact on brand relationship quality.And according to the research conclusion,the reference suggestion is putforward for the enterprise based on micro channel brand opinion leader marketing.