Abstract:As people’s demand of consumption increasingly diversified and personalized, to a great extent, market competition has become the competition between brands. Brand strategies often directly affect the growth, development or even survival of enterprises. So, brand image is the life and the core value of an enterprise. To expand export business, Chinese foreign trade enterprises need to take action now: carrying out brand strategies, developing private famous-brand products, enhancing the vitality of enterprises constantly, and increasing economic benefits. More than just branding, brand strategy is the highest strategic approach to be absolutely consistent to get noticed and retain mindshare in business, marketing and sales. Marketing, PR and advertising are parts of the tactics used in brand strategy that focuses on core values, position and innovation.

Key Words：foreign trade enterprises; brand strategy; problems; solutions

中文摘要:随着人们消费需求日趋多样化、个性化，市场竞争在很大程度上已变成品牌间的竞争。企业品牌战略运用上的成败与否往往会直接影响到企业的成长、发展乃至生存。所以说，品牌是企业的生命，是企业的核心价值所在。中国外贸企业要扩大出口业务，就必须实施品牌战略，开拓发展自己的名牌产品，不断增强企业活力，提高经济效益。品牌战略不仅仅是指建立品牌，它是与引起公众注意和保持销售额绝对一致的最高战略方针。市场营销，公关和广告是针对品牌核心价值，定位和创新的品牌战略中的部分策略。

关键词：外贸企业;品牌战略;问题;对策