当前在某些企业中,创新营销成为一种时尚,许多人把创新当作救命仙丹,但据国外咨询界的一份统计资料表明:在所有的市场创新实践案例中,真正获得成功的比率还不到10%,而80%以上的创新努力都以失败而告终。由此可见,营销创新并非是使企业一步登天的法宝,而就整个市场经济的发展规律和市场经济的趋势来看,创新却是企业自然的选择。那么,如何减少创新的风险,使企业通过创新得到迅猛的发展?这需要我们更深一层的研究和探讨。此次,被授予“中国企业营销创新奖”的6家企业,不但在2003年度对本 At present, in some enterprises, innovation marketing has become a fashion, and many people regard innovation as a lifesaver. However, according to a statistical data from foreign consultants, the true success rate in all market innovative practice cases Less than 10%, while more than 80% of innovation efforts ended in failure. This shows that marketing innovation is not a magic weapon for enterprises to step into the sky. In terms of the development of the market economy and the trend of the market economy, innovation is the natural choice of the enterprise. So, how to reduce the risk of innovation so that enterprises can get rapid development through innovation? This requires our further study and discussion. This time, was awarded the “China Enterprise Marketing Innovation Award” of the six companies, not only in the year 2003