品牌战略是企业管理和市场营销中至关重要的一环。各大企业为了让自己的产品能在海外市场占一席之地而绞尽脑汁给自己的产品冠以了洋味十足的英文名称。但是，“洋”品牌名称的泛滥给汉语的母语地位带来了不可忽视的负面影响。要拯救母语，首先要重建国人对民族语言的自豪感，继而提倡民族语言的尊崇感和民族身份的确认感，并树立民族身份的自信心，才能从根本上保证汉语的母语地位，使汉民族的语言文化源远流长，生生不息。%The brand strategy, as a vital part of the enterprise management and marketing, also can't wait to be put on the agenda of WTO. Com-panies try their best to name their products in English to keep their products in line with international standards and strive to break into overseas markets to win a place abroad. Under economic globalization, fake foreign brand has brought the noticeable negative influence to the status of Chinese as moth-er tongue, and Chinese are facing the chal enges of components from home and abroad. The article, based on the post-colonial theory, discusses the influence of English infiltration on Chinese language. Through the analysis of the causes of Chinese crisis, the specific strategies are put forward as fol-lows:to save the mother tongue, firstly, we must rebuild the people’s pride of national language;then promote the homage sense to national language and sense of national identity confirmation, and set up people’s confidence of national identity;only in this way, we can ensure the status of Chinese as our mother tongue, and make sure Chinese language and its culture have a long circle of life .
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