经济全球化条件下,消费者在选择产品时有更大的空间,因此在企业产品趋同的条件下,为了占领更多的市场,各企业必须考虑到品牌的作用。本文在阐述我国企业品牌及国际竞争力现状的基础上,深入分析了我国企业在这两个方面存在的缺陷,并提出了提升我国企业国际竞争力的品牌战略措施。 Under the condition of economic globalization, consumers have more space to choose their products. Therefore, in order to occupy more markets, enterprises must consider the role of brands in the convergence of their products. On the basis of elaborating the current situation of Chinese enterprises’ brand and international competitiveness, this paper deeply analyzes the defects of Chinese enterprises in these two aspects and puts forward the brand strategy measures to enhance the international competitiveness of Chinese enterprises.