跨国公司实施全球战略，从产品输出、资本输出到品牌输出，这种以品牌为旗帜，凭借雄厚的资本和先进技术的综合输出，对国内民族品牌形成巨大冲击并提出了严峻挑战。面对外国品牌的大举抢滩，民族品牌竞争乏力的问题日益显露。通过对品牌竞争力影响要素的分析，探讨了提髙品牌竞争力的对策。

Transnational corporations carry out the global strategy, from product export, capital export to brand export. This kind of multipurpose export which relies on abundant capital and is guaranteed by the advanced technology, as a flag with brand ,impacts greatly the national brand and gives it a severe challenge. Facing the foreign brand large-scale entering, the problem appears gradually that national brands are short of competitiveness. The author tries to discuss countermeasures to improve brand competitiveness by analyzing the influencing factor of brand competitiveness.