The Research Of The Silk Cultural Brand Strategy In Wensli

With the rapid development of economic globalization, the Chinese silk industry in the current business environment are facing unprecedented challenges. Brand competitiveness has become symbol of the strength and international competitiveness of silk enterprises. The best way to gain a competitive advantage is depend on the implement the different brand strategy and tactics combination. Now, Chinese silk industry has the advantages in the development of the products, the innovation of materials processing technology and the upgrading of the manufacturing machines, but we have ignored the research of the cultural and brand strategy of silk.In the essay, the author takes Wensli Group Co., Ltd. as the penetrate point of view. Combine the research of the cultural and brand strategy of the silk in Wensli. With the development of Chinese silk industry, the essay focuses on the different brand strategies in different environment of Wensli. She hopes from the achievements of brand strategy and innovation of Wensli the conclusion is through the design and plan of human resource, capital, technique, brand marketing and enterprise risk management can realize the purpose of the appreciation of brand assets. At the same time, she also hopes the essay’s research findings can let more silk enterprises realize the importance of brand strategy and also make a beneficial exploration to brand strategy research.