Facing international economic developments in the situation, facingintense competition in international markets, facing challenges from othercountries in the 21st century, what is the way out for zhejiang foreign trade enterprises? After more than 20 years of reform and development, it has been proven in practice that zhejiang foreign trade enterprises must implement brand strategy to expand exports and create more foreign exchange for the country. zhejiang foreign trade enterprises must develop its own brand-name products so as to survive in the complicated domestic and international markets, and to play a leading role in national economic development.
Beginning with the background of the zhejiang foreign trade enterprises' implementing brand strategy, this article stated the purpose and significance of this subject. In the second chapter, it described the meaning of brand, analyzing brand identity. Then, it introduced the concept of brand strategy in detail, illustrating the scope of brand strategy, and the operation and application of brand strategy. Chapter Three analyzed zhejiang foreign trade industry representing the situation of brand marketing in zhejiang foreign trade. Chapter Four showed the problems and reasons of brand strategy of zhejiang foreign trade enterprises. Finally, from the specific measures and strategic measures, it discussed the countermeasures of implementing brand strategy for zhejiang foreign trade enterprises.
Keywords: The Brand foreign trade enterprises Foreign Trade
