中国加入WTO后,对外贸易的国际环境得到一定的改善,我国出口贸易的进一步发展,越来越多的人意识到品牌竞争和商标战略已成为贸易中的新亮点和核心问题。因此,本文分析了我国外贸企业品牌战略所存在的问题和原因,并探讨我国外贸企业品牌战略的对策。 After China’s accession to the WTO, the international environment for foreign trade has been somewhat improved. With the further development of China’s export trade, more and more people are aware that brand competition and trademark strategy have become new highlights and core issues in trade. Therefore, this article analyzes the existing problems and reasons of the brand strategy of China’s foreign trade enterprises, and discusses the countermeasures of the brand strategy of foreign trade enterprises in our country.