危机之后,企业能否活下来不以规模论,而是看是否有适应新环境的能力。每次危机,都有一批曾经的行业翘楚倒下,同时也诞生一批行业新贵。危机之后,环境变了,企业的活法也变了。因为危机(特别是重大危机)是对行业生存环境的最大改变,也是推动变革的最重要动力,是一种强制性的动力。我一直视1997年为中国营销元年。因为1997年的亚洲金融危机,使中国从短缺经济直接跳到 After the crisis, companies can not survive the scale theory, but to see if there is ability to adapt to the new environment. Each crisis, there is a group of industry leaders have fallen, but also the birth of a group of industry upstart. After the crisis, the environment has changed, corporate life law has changed. Because the crisis (especially the major crisis) is the biggest change in the industry’s living environment, but also the most important driving force for change, is a mandatory impetus. I have always regarded 1997 as the first year of marketing in China. Because of the Asian financial crisis in 1997, China directly jumped from a shortage economy