在世界登山旅游用品竞争日趋激烈的今天,我国登山旅游用品存在着产品技术含量低、国际化经营进程缓慢、开拓国际市场的路径单一等品牌缺失问题,其原因在于营销过程中的品牌意识不强、缺乏产品营销的特色创新能力、营销推介不足等。应当从提升我国登山旅游用品企业综合竞争力出发,积极实施品牌营销提升的前瞻策略。 In the increasingly competitive world of mountaineering travel goods, there are some problems in our country such as the lack of brand, the low technology content, the slow internationalization process and the single international market. The reason is that the brand awareness in marketing is not strong , The lack of innovative features of product marketing, marketing and promotion of inadequate. We should proceed from improving the comprehensive competitiveness of our country’s mountaineering tourism products enterprises and actively implement the forward-looking strategy of enhancing brand marketing.