随着市场经济的发展,品牌在企业竞争的重要性愈发明显。对于我国这样一个发展中国家,各产业结构初具规模,面对各领域中发达国家品牌占主导的形势,各企业艰难地寻觅出路,其中有被洋化的,有被吞并的,有湮没的但也不乏傲然挺立者。寻求一条民族企业品牌发展的出路是企业所关心的话题。纵观世界上的成功品牌,其背后无不蕴涵着强烈的民族价值内涵,因为“只有民族的才是世界的”。本文将以通过民族化的品牌营销在国内市场获得成功的民族企业为例,探询民族化因素在民族企业品牌创立、推广过程中的启示以及在品牌成长初期如何开拓国际市场的策略。 With the development of market economy, the importance of brand competition in the enterprise becomes more and more obvious. For such a developing country as China, the industrial structure has begun to take shape. Facing the situation that developed countries in various fields dominate the brands, enterprises find it difficult to find a way out. Some of them are foreignized, annexed and annihilated But there is no lack of proud to stand up. Seeking a national enterprise brand development is the way enterprises are concerned about the issue. Looking at the successful brands in the world, there is a strong connotation of national values ​​behind all because “only nationalities are the world’s.” In this paper, we will use nationalized national brands that have succeeded in the domestic market through national brand marketing as an example to probe into the enlightenment of nationalization factors in the process of brand establishment and promotion of national enterprises and how to explore the international market in the early stage of brand growth.