随着互联网络的发展,网络营销作为一种新兴的营销方式有极为广阔的发展空间。本文首先对服装网络营销内涵、特点进行了界定、分析,接着分析了当前服装营销的外部环境变化及其对营销的主要影响,在此基础上,认为网络营销是市场发展的必然趋势,最后,文章进一步提出了服装网络营销发展趋势下企业应对策略。 With the development of the Internet, Internet marketing as a new marketing method has a very broad space for development. This paper first defines and analyzes the connotation and characteristics of apparel network marketing, and then analyzes the current external changes in apparel marketing and its main impact on marketing. On the basis of this, I think that internet marketing is an inevitable trend of market development. Finally, The article further puts forward the countermeasures for enterprises under the development trend of apparel network marketing.