【正文】 ，如我國現(xiàn)有 20 多萬個“三資”企業(yè)中，有 90%以上的合資企業(yè)在使用外方品牌；廣州潔銀牙膏廠以 200萬元低價將品牌轉(zhuǎn) 讓給合資企業(yè)等，就是這樣的突出事例，現(xiàn)今其可怕后果已日漸顯現(xiàn)出來 —— 喪失了本國企業(yè)自身品牌、產(chǎn)品與知識產(chǎn)權(quán)，民族企業(yè)競爭力究竟何在！ 產(chǎn)品是企業(yè)在市場競爭中競爭優(yōu)勢可以很快被競爭對手模仿、超越，而品牌卻難以逾越，真正持久的競爭優(yōu)勢來自于不斷創(chuàng)新，以“不變”應(yīng)“萬變”。可口可樂公司前任首席營銷官塞爾奇曼說，“品牌是唯一使公司產(chǎn)品和服務(wù)有別于競爭對手標(biāo)志， 是開辟市場最有效的武器，優(yōu)秀的品牌讓你的品牌脫穎而出。 四、名族企業(yè)在品牌國際化進程中如何進行品牌定位 以科技為后盾，樹立“質(zhì)量第一，以質(zhì)取勝”的理 念，品牌的時尚要素、個性化的突出。 此外，企業(yè)還應(yīng)借鑒國外成功經(jīng)驗，提高自己的設(shè)計開發(fā)才能。 市場營銷是實施品牌戰(zhàn)略中的重要一環(huán)。 Brand Strategy Research Strategic Brand Management [J].Kogan Page, London [J].Marketing Science,2020(2):5261. Economic globalization, how to adapt to international trends, establish, a strong brand and enhance our petitiveness, have bee pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role. Enterise needs to sue a variety of means of petition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese brands across the board defeat. November 22,2020 morning, NEC announces that it would withdraw from 2G and phone market, with means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the Chinese household appliance market， today any different from ten years ago， I think the biggest difference is that Japanese panies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterpris system, decisionmarketing difficult, the reaction was slow, inpatible with the reality of the Chinese market。 in Consumer Goods market, “Pamp。brabd positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policy, exortoriented policies for different sectors play different role in the promotion and limitation, the financial environment for business investment capacity and market expansion ability and the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect,there still has not really adapt to the market economy, consumer psychology has not yet fully mature. current situation of global economic integration, the error of the brand strategy implementation. (1)Ignore the brand investment, profitoriented Background of economic globalization, international petition is increasingly reflected in the brand’s petition, the overwhelming majority of the brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the international market. It is no exaggeration to say that now, the brand has achieced global strategic objectives of transnational corporations sharp weapon, is an important means to cheieve capital expansion. Rome was not built in a day never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the longterm planning and strategy. (2)Brand strategy is a systematic The implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important ponent of petitive strategy. The emplementation of brand strategy is not rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the emergence of many such errors: If that job is no create a brand to take a good brand is drawing a satisfactory visualsigns only。 clean silver toothpaste fctory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding erample of the terrible consequences of today has bee increasingly apparentlost dometic ernterprises own brand, product and intellectual property rights, national industrial petitiveness lie! (3)Product is the enterprise petitive advantage in the market can be quickly imitated by petitors, beyond, the brand is insurmountable, real and lasting petitive advantage es from innovation, in order to “change” should be “status quo”. Brand is the concentrated expression of the core petitiveness. The market is constrantly changing face of any brand at any time to be out of danger. Too much emphasis on the existing achievements, do not attach importance to innovation, leading to a lot of brandname “dismount” the major reason. CocaCola’s former chiefmarketing officer Sergio Zyman, “the brand is only the pany logo products and services are different from petitors, is the most effective weapon to open up the market, execellent brand can make your product stand out. “Products physical properties, quantitiy, price, quality, service is very easy to imitate petitors, Er brands, along with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises Yong Yuan Li in the petition undefeated. Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness deciding the fate of the brand has a direct impact on consumer awareness. Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has bee a cor porate restructu