当今社会,商品竞争已经从产品竞争上升为品牌间的竞争,品牌竞争力是企业得以发展的核心竞争力。在品牌竞争方面,国产婴幼儿奶粉由于缺乏品牌优势,在国际同行业竞争中尚处于弱势地位,在高端市场更是缺乏立足之地。中国奶粉企业要想赢得国际市场,必须加强自身品牌建设,提升品牌优势。 In today’s society, commodity competition has risen from product competition to brand competition. Brand competitiveness is the core competitiveness that enterprises can develop. In terms of brand competition, due to the lack of brand advantage, the domestic infant milk powder is still in a weak position in the international competition in the same industry and lacks a foothold in the high-end market. Chinese milk powder enterprises in order to win the international market, we must strengthen their own brand building and enhance brand.