经济全球化时代的来临,在给我国企业带来了更多机遇的同时,也造成了巨大的挑战。如何在竞争更为激励的全球化市场中树立起自己与众不同又有利于自身发展的形象,已经成为了中国众多企业头等重要的大事。本文以中国企业在全球化时代的形象定位问题作为研究的角度,在分析其中存在的问题的基础上,对我国企业如何在新时代下解决自己形象定位问题提出了相应的策略。 While the advent of the economic globalization has brought more opportunities for our country’s enterprises, it has also caused enormous challenges. How to establish their own distinctive and self-developing image in a more competitive global market has become a top priority for many Chinese enterprises. Based on the analysis of the existing problems in the image localization of Chinese enterprises in the era of globalization, this paper puts forward corresponding strategies for how Chinese enterprises solve their own image localization problems under the new era.