本文在分析了中国企业品牌国际化的现状的基础上,提出了以提升品牌资产与品牌价值,构建品牌竞争力为核心的6C模型,该模型从品牌文化(Cultural)、品牌管理(品牌内容管理Content management、品牌关系管理Correlations management、品牌创新管理Creative management、品牌保护管理Coordinated defense)、品牌资产定位(Capital Positioning)3个层面6大因素对中国企业国际营销的品牌战略进行阐述。 Based on the analysis of the status quo of Chinese enterprises’ internationalization, this paper proposes a 6C model with the core values ​​of enhancing brand equity and brand value and building brand competitiveness. The model starts from the aspects of brand culture, brand management Content management, Brand Relationship Management, Correlations management, Creative management, Coordinated defense and Capital Positioning. It also expounds the brand strategy of international marketing of Chinese enterprises.