摘要:在当今信息技术高速发展的时代，国内大部分中小品牌服装企业依然沿用着传统的经营方式，以代理分销、批发零售、实体加盟店等形式进行销售活动，从中获取一定的差价作为利润，然而，这种看似成熟的模式在如今似乎已经不合时宜。目前，最流行建立自己的电子商务体系，利用互联网迅速扩张自己的品牌，缩短运作周期，降低成本，占领市场，达到快速盈利。因此，对于中小品牌服装企业来说，合理而有效地开展电子商务建设显得尤为重要。

　　　本文在介绍电子商务概念、电子商务模式分类以及服装业电子商务发展历程的基础上，结合我国中小品牌服装企业电子商务发展的现状，对中小品牌服装企业的电子商务模式进行了分类，重点分析了各种电子商务模式的特点及存在的问题。然后，本文结合了一个特定的中小品牌服装企业，分析了该企业的发展现状，对其进行了SWOT分析。最后，根据实际情况设计出了适合该企业发展的电子商务模式，并给出了具体实施方案。

关键词：中小品牌服装企业；电子商务；电子商务模式

Abstract:In today's information era of rapid development, the majority of small and medium-sized domestic branded apparel companies still use the traditional way of doing business, agents and distributors, wholesale and retail, in the form of physical stores sales derive the difference as profit, however, this seemingly mature model now seems outdated. Currently, the most popular build their own e-commerce system, using the Internet to the rapid expansion of their own brands, shorter operation cycles, reduce costs, capture the market to achieve rapid earnings. Therefore, it is reasonable and effective to build e-commerce for small and medium-sized brand clothing enterprises is particularly important.

　　　In this paper, on the basis of a comprehensive study on the status of domestic garment enterprises in e-commerce, small and medium-branded apparel business e-commerce model classification, focusing on the characteristics of a variety of e-business models and existing features. Then, the article makes a combination of a particular small and medium-branded apparel business, the status of the development of enterprises, and SWOT analysis. Finally, according to the actual situation designed for the development of the enterprise e-business models as well as specific embodiments.

Keywords: Small and medium-brand clothing enterprises；E-commerce；E-commerce model