改革开放30多年来,有不少中国品牌从本土成长并走出国门,开始走向国际化,但是,也有很多中国本土品牌,曾经叱咤风云,妇孺皆知,却因种种原因走向没落,像流星一样淡出了人们的视线。本文通过缅怀那些镌刻着中国消费者情感记忆的品牌,试分析分析其走向衰落的原因,并反思中国究竟应该如何去打造经久不衰的民族品牌。 In the more than 30 years of reform and opening up, many Chinese brands have grown from their native lands and gone abroad to start internationalization. However, many Chinese local brands, once all-powerful and well-known, have fallen off for various reasons and faded like meteors People’s attention. By remembered those brands engraved with the emotional memory of Chinese consumers, this paper tries to analyze and analyze the reasons for its decline and reflect on how China should build an enduring national brand.