当前产品间的竞争已转变成品牌间的竞争 ,由于产品成本下降空间有限和形式差异化的困难 ,各企业之间的产品同质化程度相当严重 ,导致竞争的恶化和假冒伪劣产品的猖獗。为了从无形的服务中建立差异化 ,从而建立起产品的竞争优势 ,本文提出建立供应链品牌。供应链品牌除了以上益处外 ,还能解决成本和服务之间的矛盾。 The competition among the current products has been transformed into the competition among the brands. Due to the limited space for product cost reduction and the difficulty of different forms, the homogeneity of products among the enterprises is quite serious, resulting in the deterioration of competition and the rampant fake and shoddy products. In order to establish differentiation from intangible services, thus establishing the competitive advantage of products, this paper proposes to establish the supply chain brand. Supply chain brands in addition to the above benefits, but also to solve the contradiction between cost and service.