The Study On Internet Strategy Of Luthai Textile Company

Since the Finance Crisis, affected by the export reduction exchange rate rise and trade protection, China's textile and apparel industry that has relied on the export has turned to explore the domestic market, hoping to solve the over-capacity and chase growing opportunities.At the same time, the volume of China online shopping market in 2009 has tremendous growth, the number of the online customers has reached to 87.88 million and sales reached to 250 billion RMB, as twice as that of 2008.Because of the development of online apparel business, the internet strategy has become extremely important to the strategy planning of companies. The thesis is based on the study and analysis of internet strategy of Luthai Textile Company who has the industry chain resource competency, adopting model analysis and theories, aiming to find out the problems that companies need to pay attentions to and solve. By means of comparing the website operating performance online marketing effectiveness with other brands, we can get the conclusion and suggestions for Luthai internet strategy.As a typical textile and apparel company who has industry chain competencies, Luthai's internet strategy planning and implementations can help the textile and apparel industry internet industry and related industries to rethink and reposition for their business actions.