Study On Design And Marketing Strategy Of Internet Original Brand

Nowadays, with the further popularization of the Internet, online shopping has stepped into a new stage. The development of the third party Online-shopping site brings internet original brand unprecedented chances and chal enges.Product similarity is one of the most outstanding features of market environment. Then how to build brand with the lack of funds and labor in this kind of circumstances is the main problem that designer face.In the first part of this article, research background of internet original brand is stated. Then the author sorts through the history of its development. Based on that, the author proposes the writing motivation and purpose. In the end of this part, research framework of this paper is introduced.In the second part, the author firstly sorts the opportunities and challenges of internet original brand then collects and introduces the most important modern marketing theory. Secondly, by using SWOT and STP theory, the above knowledge is analyzed. The result shows that using combination of marketing elements alone is not enough. Crating and promoting its exclusive visual identity system is the way to succeed.In the third part, TEPS model is modified based on advantages and demands of internet original brand. And then the author introduced the operation mechanism of this new model.The modified model is used in the design and promotion of a certain internet original brand, which name is PLUMO creative studio. Then the results are evaluated by product sales, assessment of consumers. The results show that the new model works. It promotes product sales and helps to decrease complaint from consumers.In the end of this paper, conclusion and prospection is stated.