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This paper searches the breakthrough point to improve the current dilemma of Chinese silk enterprises. Creswell (2012) stated that the case study methodology is a qualitative approach that explores one or multiple cases through in-depth data collection from multiple sources. This paper use case studies for inductive reasoning that is feasible for marketing strategies, and provides an upgrading strategy to help Chinese silk enterprises to transform their market positioning and operating modes to obtain better development opportunities.

Silk Road 4.0: Initiative Transformation for Chinese Silk Enterprise