“贴牌论” ,认为重庆企业整体素质低 ,主张“重庆为全球贴牌”。“创牌论” ,认为只有创牌 ,才能有效抵御国外名牌的“入侵” ,主张“大胆走出去 ,创造大品牌”。这两种观点均有偏颇 ,前者在于缺乏长远的战略眼光 ,后者在于脱离重庆的实际。正确的对策是 :创牌立身 ,贴牌借势 ,创贴结合 ,品牌兴渝 “OEM theory” that the overall low quality of enterprises in Chongqing, advocating “Chongqing global OEM.” According to “Creating a Brand Theory”, we think that only by creating a brand can we effectively resist the “invasion” of foreign famous brands and advocate “going out boldly and creating big brands.” The two views are biased, the former lies in the lack of long-term strategic vision, the latter lies in reality from Chongqing. The correct countermeasures are: a brand-name body, OEM potential, a combination of creative, brand Xing Yu