党的十八大报告中,把品牌发展作为全面提升开放型经济水平、形成出口竞争新优势的核心之一。报告明确提出“坚持出口和进口并重,强化贸易政策的协调,形成以技术、品牌、质量、服务为核心的出口竞争新优势,促进加工贸易升级,发展服务贸易,推动对外贸易平衡发展。对于正处于经济转型关键时期的上海而言,亟需能够彰显自身形象与水平的品牌力量助推创新驱动、转型发展,对于地处上海——中国开放型经济前沿城市的企业,亟需以塑造企业、产品品牌来打造自身的软实力,提升企 In the report to the 18th CPC National Congress, brand development as one of the core of the new advantages of export competition has been taken as the overall enhancement of the open economy. The report clearly stated: ”We will adhere to equal emphasis on exports and imports, strengthen the coordination of trade policies and form new export competition with technology, brand, quality and service as the core, promote the upgrading of processing trade, develop the service trade and promote the balanced development of foreign trade. In the critical period of economic restructuring, Shanghai is in urgent need of brand strength that can demonstrate its own image and level to boost innovation-driven and transformational development. For Shanghai, an economically advanced and open economy in China, there is an urgent need to shape the enterprises , Product brands to create their own soft power, enhance the business