关键词: 
• silk,terminalchannels,marketingstrategies,consumerbehavior

摘要: Silk products ,with particular Chinese traditional culture ,face challenges in today's diversified market competition of terminal channels .So scientific and rational market promotion and marketing strate‐gy need to be studied .This paper is aimed at both entity terminals and online terminals in marketing chan‐nels .Differences of consumers' awareness between entity terminals and online terminals have been ana‐lyzed by market research and consumer research .Meanwhile ,on the basis of theory of customer perceived value ,the main characteristics of consumer preferences for terminal channels have been summarized by de‐scriptive statistical analysis ,factor analysis and ANOVA ,which contributes to making marketing strate‐gies of terminal channels of silk products .