分析了丝绸品牌形象建设中存在的问题及发展要点,就如何运用视觉营销策略成功打造品牌形象、形成丝绸文化特色、提升品位、创造品牌附加值,提出了丝绸品牌视觉营销策略的要点,并从标志识别、空间展示、包装设计、平面宣传设计、网页设计几方面探讨了视觉系统化的应用.“,”This paper analyzed the problems and key points in the present situation of silk brand image construction,and discussed how to use visual merchandising strategy to build up a brand image,form the silk culture,promote the brand aesthetic taste and create the brand additional value.At last,the paper pointed out the keys of visual merchandising strategy,and discussed how to systematic apply the visual merchandising strategy from several parts.