中国企业品牌要想屹立于世界品牌之林,需要解决品牌创建与品牌维护两个问题。通过看似矛盾、实则统一的长板理论和短板理论对这两个问题进行了分析,并提出在资源稀缺的情况下,应遵从长板理论快速创建品牌,把握机会;而品牌的发展是一个系统工程,应遵从短板理论逐步补足短板,持续长久。 Chinese enterprises want to stand in the brand of the world forest, you need to solve the two issues of brand creation and brand maintenance. Through the seemingly contradictory, but in reality a unified long board theory and short board theory to analyze these two issues and proposed in the case of scarce resources, should follow the long board theory to quickly create a brand to seize the opportunity; and brand development is A systematic project, should follow the short board theory to make up for the short board, lasting for a long time.