Abstract: Abstract: Fashion industry is an important drive of shanghai’s construction for the world International fashion capital. The successful cases of some international high-end brand combine self-development conditions and brand cyberspace together thus to promote its brand cognitive and brand image. This article compared brand cognitive and brand image, network flow and between international and domestic brand by means of questionnaire survey, and network flow statistic. Furthermore, it is aim to find out inadequate of domestic brand and finally put forward rational countermeasure and suggestion.

摘要： 摘 要：服装产业是上海建设时尚之都的重要推动力量。国际时尚之都的服装产业能实现品牌化发展，究其根源是在优越的发展基础上创新电商平台的营销模式完善品牌的网络空间结合，从而提升品牌的认知度及品牌形象。本文通过运用问卷调查以及网络统计分析的方法，对国内外服装品牌的网络流量进行了比较分析。最后通过比较研究得出本土品牌发展的不足，并针对其发展瓶颈提出合理的建议对策。