Research Of Silk Clothing Brand "Visual Forest" Online Marketing Strategy

Sustained and stable growth of the national economy and people’s living standardcontinues to improve, so that the development of the basic consumer demand began togradually from the "subsistence" to "comfortable", clothing, food, shelter, as the fieldof social residents basic consumption in content, style, quality place the intensechange. Especially with the development of IT and network, communication andinformation technology and the increasingly perfect, e-commerce is no longer freshthings in social life, change effect and influence on the modern people’s life style isgradually enhanced. China as raw silk producer and exporter position has always beenin the world silk industry market plays an important role, the current internationaleconomic situation is not clear, is still in the stage of adjustment after the economiccrisis, economic growth weakened, while the domestic economic environment is good,in the smooth transition stage, provides the environment for the development of morefavorable effective measures for implementing the proactive fiscal policy, monetarypolicy and the expansion of domestic demand, stimulate consumption, the entityeconomy development, which includes the silk enterprises, the development ofenterprises in our country. Under this background, China’s silk enterprises mustfurther transform business ideas, to adjust the train of thought, to seek a way out ofthe industry structure adjustment, change the mode of operation management, whichincrease the domestic marketing development, strive for application and reform of thedevelopment of network marketing, marketing, network marketing mode andexploration of silk goods marketing combination, will China’s silk enterprisesimprove management efficiency, an important strategy to realize the market growthand the development of the enterprise.This study using silk clothing brand "vision forest" network marketing strategyas the research proposition, in Zhejiang Province, Hangzhou Tianyu silk company asthe research object, combined with brand management, network marketing theory,SWOT analysis method as the theoretical foundation and technical basis of SWOT analysis, analysis of environment Hangzhou Tianyu silk clothing company brandmarketing tactics of the network is analyzed, the research process is systematic,comprehensive analysis and implementation of the enterprise "vision forest" silkclothing brand the network marketing has the influence, the relevance of the internaland external factors, based on the analysis of actuality of the brand marketing tacticsof the network system, and puts forward some concrete implementation guidelines.