重庆社会科学

当今，全球化倒退、单边主义、贸易保护主义等问题使国际经济大循环动能被削弱；而我国国内超大规模的内需市场和完整的产业链体系正释放极大的发展潜力。面对新的外部经济环境和内部发展状况，“双循环”新发展格局的构建已提上日程。畅通国内大循环、建设国内国际双循环，企业品牌建设成为重要抓手。“双循环”新发展格局中企业品牌建设可以为提升企业自主创新能力、提高产业链现代化水平、推动消费结构升级及促进高水平对外开放提供助力。有鉴于企业品牌建设在“双循环”新发展格局中丰富的价值内涵，企业品牌建设实践路径规划的重要性和迫切性也凸显出来，这不仅可以为我国企业的品牌建设提供实践依据和思路，也可以推动“双循环”新发展格局的进一步建设和完善。

Nowadays, problems such as retrogression of globalization, unilateralism and trade protectionism have weakened the momentum of the international economic circulation; China's large-scale domestic demand market and complete industrial chain system are releasing great development potential. Facing the new external economic environment and internal development situation, China puts forward the “Dual Circulation ” Development Pattern. Smooth domestic circulation and build domestic and international double circulation, enterprise brand construction has become an important starting point. In the “Dual Circulation ” Development Pattern,enterprise brand construction helps enterprises to improve their independent innovation ability, improve the modernization level of industrial chain, promote the upgrading of consumption structure and promote high-level opening to the outside world to a certain extent. In view of the rich value connotation of enterprise brand construction in the “Dual Circulation ” Development Pattern, the importance of enterprise brand construction practice path planning is also highlighted, which can not only provide practical basis and ideas for China's enterprise brand construction, but also promote the further improvement of the “Dual Circulation ” Development Pattern.