Study On Optimizing For Apparel Enterprises Brand Promotion In E-commerce Platform By Using CI

The emergence of the Internet and its development provide convenience for peoplesince, on the one hand, Online shopping saves more time and energy for consumerswhile offering more options; on the other hand, it explores new marketing channelsand platforms for enterprises. So it has been a long time for apparel enterprises topromote their bands and merchandises, especially apparels, on the E-commercePlatform. But many difficulties are brought in to the E-commerce platform for itslarge information content and complex environment though with advantages such ashigh efficiency and quick transmission. Moreover, many problems exist in the brandpromotion due to invalid popularization and maintenance of enterprise image on theE-commerce Platform, as well as imperfect service of the staff and goods on theInternet.Based on the above, this paper reviews the problems emerging in the brand promotionof apparel enterprises on the E-commerce platform from a new angle while combiningwith CI design concept. Besides, we employ the CI design concept to guide andoptimize the promotion, then raise specific optimizing tips. The study of this paperincludes five parts as follows:Firstly, we went through relevant papers to research basic theories of e-commerceplatform, the clothing brand promotion and CI design concept, determining the mainform and influencing factors of apparel enterprises in the promotion of e-commerceplatform.In the second part, we analyzed the status quo of apparel enterprises’ brand promotionin the e-commerce platform, including the market data analysis of the C2C and B2Cplatform, analysis of the framework of different e-commerce platform in differenttypes of apparel enterprises (traditional apparel enterprises, the Internet clothingbrands, TAO brand enterprises). Besides, the brand promotion problems existing inthe e-commerce platform of apparel enterprises were specifically addressed. In the third part, I analysis the good apparel enterprises in the e-commerce platform.In the forth part, through the interviews between Taobao sellers and buyers, wecollected first-hand information and benchmarking analysis method to analyze thebrand promotion of outstanding garment enterprises in e-commerce. Aiming at theissues raised by the second part, combined with the CI design concept, theoptimization strategy and specific measures implemented were systematicallyproposed.Finally，it’s the conclusion，insufficient and prospect of the paper.