在制造强国战略、全面推动供需结构升级的发展背景下，提升国际品牌评价话语权已成为加强我国自主品牌建设，提升自主品牌形象，获得公正公平价值评估的国家战略需要。厘清中国话语场中的国际品牌评价话语体系和国际品牌评价机构话语权现状及其存在的问题，对深刻理解我国品牌评价话语权缺失的现状具有重要的学术价值和应用价值。本研究首先对品牌评价话语权的内涵做了探究，分析了国际上主流的四种品牌评价机构及其标准的异同；其次结合内容分析法和文本分析法，从国际品牌评价机构和中国媒体关于国际品牌评价议题的报道入手，探析西方品牌评价机构在中国话语场中拥有怎样的媒介话语权；最后从宏观、中观和微观三个角度进行媒介框架分析。在此基础上，建构出中国话语场中的国际品牌评价话语权媒介框架。

Under the development background of manufacturing power strategy and comprehensively promoting the upgrading of supply and demand structure, enhancing the discourse power of international brand evaluation has become a national strategic need to strengthen China's independent brand construction, enhance the independent brand image and obtain fair value evaluation. Clarifying the current situation and existing problems of the discourse system of international brand evaluation and the discourse power of international brand evaluation institutions in China's discourse field has important academic and application value for a deep understanding of the current situation of the lack of discourse power of brand evaluation in China. Firstly, this study explores the connotation of the discourse power of brand evaluation, and analyzes the similarities and differences of four mainstream brand evaluation institutions in the world and their standards; Secondly, combined with content analysis and text analysis, starting with the reports of international brand evaluation institutions and Chinese media on international brand evaluation issues, this paper analyzes what kind of media discourse power Western brand evaluation institutions have in the Chinese discourse field; Finally, it analyzes the media framework from the macro, meso and micro perspectives. On this basis, it constructs the media framework of the discourse power of international brand evaluation in China's discourse field.