The primary purpose of this study is to examine factors affecting brand strategies decision in Chinese companies based on two factors(environmental uncertainty and entrepreneurial orientation)and on the model of Environmental Management Strategies(EMS).With the literatures logical reasoning and empirical analysis,this study proposes a contingency framework,indicating that under what conditions Chinese companies prefer to adopt one of brand strategies including OBM(Own-Brand Manufacturing),acquired brand,licensed brand and OEM/ODM(Original Equipment Manufacturing/ Original Design Manufacturing).This study is very important in its theoretical contribution and managerial implication to Chinese companies which now is on the way of autonomy and innovation.Therefore the significance of this study deserves being attached intention to.