Construction of Consumer-brand Relationship Based on Information Network Era

摘要

Construction of consumer-brand relationship by information network technology is an inevitable development tendency of enterprises in the era of new market economy. Since microblog was issued in 2009, Chinese microblog users sharply increased to 200 million within only 2 years. This also offers new marketing strategy and consumer-brand relationship construction thought for enterprises. This paper analyzes loyalty index and credibility between consumers and brand through conceptual model based on microblog interactive strategy, brand trust theory and regression theory.