进入新时代，实现品牌国际化是中国社会组织“走出去”的未来发展方向。当前，中国社会组织主要以官方型、草根型和成员型三种形式参与“走出去”；官方型和草根型社会组织普遍存在品牌国际化建设重视度不足、基础薄弱和特色缺乏等问题，没有真正树立起国际优势品牌。因此，需要进一步认识中国社会组织“走出去”的实践过程和身份特征，系统地、针对性地加强中国社会组织品牌国际化建设。 结合国际关系建构主义理论和企业战略品牌管理理论，首先，提出了要基于观念的建构作用；结构的建构作用；实践的过程性、阶段性和战略性；组织内部与外部建设等四个视角来认识中国社会组织“走出去”。其次，定义了“品牌国际化”是指，使社会组织品牌能够传递理念、特色与能力的象征意义并获得国际社会普遍认可与信任的过程；“品牌国际化建设”是指，使社会组织品牌具备传递理念、特色与能力的象征意义并获得国际社会认可与信任的条件与实力。最后，提出了品牌国际化建设的研究设计。 中国社会组织“走出去”的品牌国际化建设研究设计包括两个部分，即品牌国际化的组织条件与组织实力、品牌国际化建设发展阶段及特征。第一部分奠定了品牌国际化建设的基础，决定了建设的水平；界定了衡量组织条件与实力的标准与要求。第二部分提出了实现品牌国际化的三个实践发展阶段，即“创建品牌—推广品牌—维护与提升品牌”；总结出了三个身份阶段特征，即“参与者——主动者——主持者”。 基于研究设计，对官方型的世界中医药学会联合会和草根型的公羊会进行案例比较分析，认识到中国社会组织品牌国际化建设尚处初级阶段，需要与国际接轨，打造中国特色品牌。为此，中国社会组织“走出去”的品牌国际化建设可以从以下五个方面着手：第一，基于组织专业，打造品牌特色优势。从事中国特色专业的社会组织，要发挥文化的建构作用；从事普遍性专业的社会组织，要注重互动的建构作用。第二，按照“创建品牌——推广品牌——维护与提升品牌”的顺序，对社会组织实行战略品牌管理，循序渐进，与时俱进。第三，与国际接轨，推动品牌在整体上依次获得“参与者——主动者——主持者”的身份，实现阶段性目标。第四，组织建设和国际实践中要凝聚中国特色，传播中国文化。第五，自主培养海内外人才，积极团结民间力量。

Entering a new era, realizing brand internationalization is the future development direction of China social organizations in the process of “going global”. At present, China social organizations mainly participate in “going global” in the form of official, grassroots and member types; official and grassroots social organizations generally have problems such as insufficient attention to brand internationalization construction, weak foundation and lack of features, failing to establish an advantageous international brand. Therefore, it is necessary to further understand the practice and identity features of China social organizations in the process of “going global”, and try to systematically strengthen their brand internationalization construction. Based on the theory of constructivism in international relations and the theory of strategic brand management, firstly, it emphasizes the role of the concept; the structure; the procedural, phased and strategic nature of practice; the internal and external construction of organization in understanding China social organizations "going global".Secondly, it defines that “brand internationalization” refers to the process of enabling social organization brands to convey the symbolic meaning of ideas, characteristics and capabilities and gain universal recognition and trust from the international community; “brand internationalization” refers to the conditions and strengths of realizing brand internationalization. Lastly, it defines the research design of band internationalization construction. The research design of China social organizaitons’ brand internalization construction in the process of “going global” includes two parts, namely, the organizational conditions and strength of brand internationalization, and the practice stage and the characteristics of identity . The first part lays the foundation for the internationalization of the brand and determines the level of construction.It defines the standards and requirements for measuring organizational conditions and strength. The second part puts forward three practical development stages of realizing brand internationalization, namely “creating brand - promoting brand - maintaining and upgrading brand”; sums up the characteristics of three identities, namely “participant - the active - host” . Based on the research design, the author compares the official WFCMS and the grassroots Ramunion, it realizes that the internationalization of China social organization brands is still in its infancy, and needs to be in line with international standards and create China brands. To this end, the internationalization of the brand of “going global” of China social organizations can be started from the following five aspects: First, based on organizational expertise, create brand advantages. Social organizations with Chinese characteristics should emphasize the role of cultural construction; social organizations engaged in universal professions should pay attention to the interactive construction. Second, we should implement strategic brand management for social organizations in the order with“creating brands – promoting brands – maintaining and upgrading brands”, step by step, and keep pace with the times. Third, to be in line with international standards, to promote the brand as a whole to get the "participant - the active - host" identity, to achieve the stage goals.Fourth, in organizational construction and international practice, we must unite Chinese characteristics and spread Chinese culture. Fifth, we will cultivate talents at home and abroad and actively unite with the people.