在全球经济一体化的时代,市场竞争在不断加剧,产品营销已被品牌营销所取代。品牌成为构建核心竞争力、整合市场和生产要素的核心环节。我国由于在品牌建设上的落后,在全球经济竞争中处于不利的地位,虽然被称为世界工厂,但是产品附加值很低。我国的一些企业对品牌的理解也存在着误区,以为品牌建设就是做广告。其中,也有品牌研究的滞后造成的理解的偏差。本文通过对品牌理论的梳理,提出了正确的品牌理念,阐述了品牌营销是由中国制造到中国创造的必然选择。 In the era of global economic integration, market competition is constantly aggravating and product marketing has been replaced by brand marketing. Brand has become the core of building core competitiveness, market integration and production factors. Because of its backwardness in brand building, China is in a disadvantageous position in the global economic competition. Although it is called the world factory, its added value is very low. Some Chinese enterprises understand the brand is also misunderstood, that brand building is advertising. Among them, there are deviations caused by the lag of brand research. This paper puts forward the correct brand concept by combing the brand theory and expounds that the brand marketing is the inevitable choice created by China to China.