本文通过对林产品市场供求状况分析，指出市场经济条件下林业实施名牌战略的必要性，论述了产品、质量、市场占有率、科技、企业、经营传统六个名牌战略的构成要素及浙江实施林业名牌战略的比较优势，进而提出强化品牌意识、培育主导产业、注重科技投入、加强产品开发、质量管理、商标管理及品牌宣传等对策。 Based on the analysis of supply and demand of forest products market, this paper points out the necessity of implementing brand strategy in forestry under market economy, and discusses the components of six famous brand strategies of product, quality, market share, science and technology, enterprise and management, and the implementation of forestry Brand strategy comparative advantage, and then put forward to strengthen brand awareness, nurture leading industries, pay attention to science and technology, strengthen product development, quality management, trademark management and brand promotion and other countermeasures.