无论一个地方,一个企业、一种产品,甚至一个人,都存在造名与造实的关系。对于一个地方来讲,环境再优美,没有知名度,照样不能成为旅游热点,而不少旅游景点,其实没有什么特别,但因会造名,都成了旅游热点。有的学者埋头做学问,学问做得也不错,但因没有知名度,其学术思想难以对社会产生影响;也有的学者学问做得并不怎么样,但因为会造名,知名度很高。企业更是如此。近年来,媒体相继报道了沈阳飞龙、山东秦池、三株公司、爱多公司、巨人集团等许多知名企业成败的经过。从它们的兴衰历史,我们发现一个共同的轨迹,即成也造名,败也造名。 Regardless of a place, a company, a product, or even a person, there is a relationship between name creation and reality. For a place, the environment is beautiful, there is no visibility, and it still can not become a tourist hot spot, and many tourist attractions are actually nothing special, but because of their name, they have become a tourist hot spot. Some scholars immerse themselves in learning and doing well in learning. However, due to their lack of visibility, their academic ideas are difficult to affect the society. Some scholars do not learn how to do it, but they are known for their high reputation. This is especially true of companies. In recent years, the media have successively reported on the success or failure of many well-known companies such as Shenyang Feilong, Shandong Qinchi, three companies, Aida Company, and Giant Group. From their rise and fall, we have found a common trajectory.