近年来，品牌战略已上升到国家战略层面，企业也越来越重视品牌建设。而随着我国经济向高质量和数字化转型，以及国内国际双循环的新发展格局的提出，品牌战略的理论和实践也面临着新的问题。在讨论经济转型和“双循环”国际化背景的主要特点，以及梳理品牌战略理论脉络的基础上，本研究针对品牌战略的“企业导向”和“市场导向”两大核心理论中新出现的挑战进行探讨，并给出了相应的未来的研究重点和展望。本研究有助于理论界更好地理解品牌战略的内涵，进而基于经济转型和“双循环”国际化背景，拓展品牌战略的全新议题，并为指导品牌战略的实践问题提供有益的参考和借鉴。

In recent years, branding strategy has risen to the level of national strategy. Enterprises also attach more importance to their brand building. While our economy is shifting towards one of high quality and digitalization, and the new economic pattern of dual circulation is forming, the theory and practices of branding strategy are facing new problems. Based on the characteristics of economy transformation and internationalization with dual circulation, and the development of branding strategy theory ,we discussed the emerging challenges in the core theories of firm-oriented and market-oriented branding strategy, and proposed the prospects of future research. Our research helps to improve the understanding of branding strategy theory, further, to develop the new topics of branding strategy and provide references to solve the practical problems of branding strategy in the context of economy transformation and dual circulation.