品牌输出与经营已成为跨国企业进入中国市场最重要的竞争手段。本文就跨国企业对我国实施品牌经营战略的原因进行了深度思考,在此基础上提出了保护和开发本土品牌的应对措施。 Brand output and management has become the most important means of competition for multinational corporations to enter the Chinese market. In this paper, we deeply think about the reasons that MNCs implement the brand management strategy in our country, and put forward the countermeasures to protect and develop the local brands.