在中国全面改革创新激变的时代背景下,消费者需求发生了很大改变,对品牌意识与日俱增,驱动着企业发展不断地转型与升级。然而中国仍然有许多企业品牌战略目标模糊,存在着坐守其成、不愿改变的求稳心理,以及缺乏应对时代变化的能力,在市场竞争中企业发展逐渐式微,导致企业利润的下降,步步维艰。对此中国企业构建强势品牌,寻求适合本身的发展之路势在必行,通过从品牌的作用和意义出发,分析当前企业品牌的现状,并提出政府层面和企业层面的建议。 Under the background of the full reform and innovation in China, the consumer demand has undergone great changes and the brand awareness has been increasing day by day, driving the continuous transformation and upgrading of the enterprise. However, there are still many ambiguities in China’s corporate branding strategy. There is a steady and unwillingness to change and there is a lack of ability to cope with the changes of the times. In the course of market competition, the development of enterprises is gradually diminished, resulting in the decline of corporate profits. Difficult step. Therefore, it is imperative for Chinese enterprises to build a strong brand and seek suitable development for themselves. By analyzing the current status of the corporate brand from the perspective of the brand’s role and significance, this paper proposes the government-level and enterprise-level suggestions.