本文从国家实力、市场竞争力和国际消费需求等三个方面分析了外贸企业在营销活动中加强品牌构建的重要意义,并总结出存在的主要问题。同时,从政府和企业两方面分别提出了加强品牌构建工作的对策和建议。对我国外贸企业营销的品牌构建研究具有重要指导意义和借鉴价值。 This article analyzes the importance of foreign trade enterprises in strengthening brand building in marketing activities from three aspects: national strength, market competitiveness and international consumer demand, and summarizes the main problems. At the same time, from the government and enterprises both put forward the countermeasures and suggestions to strengthen brand building. It is of great guiding significance and reference value to the brand building of foreign trade enterprise marketing in our country.