近年来,我国居民对品牌商品的消费快速增加,同时,我国制造业也处在转型升级和打造自主品牌的转折时期。本文首先分析总结我国品牌升级中面临的问题,并针对品牌商品的价格决定机制进行理论分析,提出发展我国自主品牌、提高我国企业竞争力的对策建议。 In recent years, the consumption of brand products by Chinese residents has rapidly increased. At the same time, China’s manufacturing industry is also in the transitional period of restructuring and upgrading and building its own brand. This article first analyzes and summarizes the problems in the brand upgrading of our country, and analyzes the pricing mechanism of the brand goods theoretically, and puts forward countermeasures and suggestions on how to develop our own brand and enhance the competitiveness of Chinese enterprises.