经济低迷，如何使企业逆风飞扬，获得更优秀的业绩？资金紧张，有限的钱花在哪里，才算花在了刀刃上？
“对我们来说，这个刀刃是创新。”安踏（中国）有限公司董事局主席丁志忠说—2009年，安踏的研发费用上升至1亿元，这个数字是5年前的10多倍。由此带来的收益也非常可观：2009年前两个季度，安踏的订单数同比增加30%以上。
“没有创新的企业是没有灵魂的企业，没有精品的企业是丑陋的企业，没有核心技术的企业是没有脊梁的企业。”这是珠海格力股份有限公司总裁董明珠今年7月的一次演讲中，对创新重要性的一次精彩诠释。她所领导的格力电器是世界上最大的宅用空调生产商，拥有2000多名研发工程师和国外专家，每年投入1.5亿美元以上做研发。危机时期，格力电器没有减少对创新的投资，用领先的技术获得了30%以上的高增长。
创新对抗低迷
在“2009最具创新力公司”的评选和采访过程中，《经理人》发现，“经济越低迷，越要在创新上着力”，已经成为中国商业领袖和优秀企业家群体的共识！不少明星企业一方面想方设法开源节流，压缩成本，另一方面，却在不断加大对创新的投入，努力研究客户和市场，用最贴近市场和客户的产品和服务赢得人们的青睐。
这是《经理人》第三个年度评选“最具创新力公司”。经济危机横扫全球的大背景，使此次评选具有了更加特殊的意义。
这些经我们历时半年，千挑万选后最终上榜的企业，无一不是在恶劣环境中，借创新逆风飞扬，快速成长的企业。自然，他们也是各行各业的领军企业和佼佼者。2008~2009年度，他们克服诸多不利因素，依然在产品、技术、文化、制度、战略、商业模式、组织结构、协作等几方面（特别是产品、技术和文化），做出了典型的、在中国企业界有标杆示范意义，并且推动企业逆势高速成长的创新。而多年来倾心打造的创新文化，已经成为他们的DNA，它是一种团队精神，一种工作氛围，不仅渗透到企业经营的各个层面，也自始至终贯穿在企业员工的生产活动，使他们面对恶劣环境，依然能推出骄人的创新成果。除此之外，他们还关注环保，关注企业社会责任，是优秀的企业公民。
2008年名列PCT（全球《专利合作条约》）申请量榜首的深圳华为技术有限公司，共提交了1737项PCT国际专利申请，这个数字超过了日本松下和飞利浦。2008年，这个以核心技术傲视群雄的中国企业在全球的销售额达到了183.29亿美元，同比增长42.7%；净利润11.5亿美元，同比增长20%。而他的竞争对手认为是糟糕的2009年，华为预计销售额将增长30%，达到300亿美元。
声称要“用创新打破传统格局”的比亚迪，则秉承“技术为本、创新为王”的经营理念，不但在新能源车领域取得了实质性的进步，推出了全球首款不依赖充电站的双模电动车—F3DM，而且通过垂直整合，获得了强大的成本控制能力，不断改写汽车业的价格底线。2008年，比亚迪汽车全年销量超过18万辆，同比增长超过80%，成为中国汽车业的一匹黑马。
他们用创新对抗低迷的外部环境；而创新驱动，又使他们在逆境中更显英雄本色!
本次评选，《经理人》除着力打造“2009最具创新力公司TOP30”这个主榜外，还首次推出了“2009跨国公司在华企业创新力10强榜”，使中国境内经营的跨国公司的创新努力和优秀成果，有了亮相的舞台；并重磅打造了“2009中国金融业创新力10强榜”，让用创新的理念和策略，在金融危机中游刃有余、稳步而快速发展的中国金融企业也当上明星。
动荡时期企业创新力的着眼点
百年不遇的金融危机，给大大小小的中国企业都上了一课，使企业家们对于创新的价值，有了更加深入和透彻的认识。
一个不争的事实是，在全球市场需求急剧萎缩的情况下，那些多年来依靠贴牌生产，没有核心技术，以低价或者打价格战占领市场的出口型企业，因为处于价值链的最低端而举步维艰，甚至破产倒闭；而那些注重研发投入，注重新产品新技术开发，注重品牌打造，以核心技术占领市场，对客户需求给予高度关注的企业，始终牢牢地掌握着市场的主动权，要么很快就走出了危机，要么受危机的影响非常有限。
“当我们身处经济动荡之中，所面临的问题不是要不要创新，而是怎样去创新。这往往是拉大你和竞争对手差距的绝佳时期。”西北大学凯洛格管理学院教授Andrew J. Razeghi说。
那么，经济低迷期，企业创新的主要着眼点在哪里？
着眼核心竞争力的培育和提升。历史的经验证明，全球性经济危机往往催生重大的科技创新甚至科技革命，是创新型企业赢得市场的大好时机。民族汽车业的旗舰—奇瑞汽车，面对国际汽车大鳄或破产倒闭，或缩减投资，依然投入13%的销售收入做研发，其刚刚推出的6速高端自动变速箱，成为中国汽车自主品牌中一个突破性的技术创新，不但使汽车获得良好的动力性和燃料经济性，而且能减少发动机排放污染。
着眼消费需求的变化。这是许多企业在产品创新方面的主要着眼点。危机时代，不少创新型企业更加乐意倾听市场的声音。消费者荷包缩水，开始缩减开支、追求实用第一，消费电子等行业便刮起了简单主义旋风，于是，简单实用的上网本风靡全球，使华硕、惠普等厂商赚得盆满钵满。
“如果产品做不好，没有独特于竞争对手的东西，是不可能赢得客户的，不管价格多么低廉。”在董事长徐航这一核心理念的指引下，深圳迈瑞生物医疗电子股份有限公司对技术创新孜孜以求，把多个领域由国外巨头占据的中国市场第一的桂冠抢到了自己手中。
着眼内部管理和降本增效。白电巨头美的集团引进了国际最先进的制造管理系统，在制造工厂大力推行精益生产系统，并通过大力宣传推导，让精益管理理念深入到各事业部和基层员工的心中。另外，还通过协调各事业部间的利益分割与内耗，减少成本与定价上的扯皮现象，提升了运营效率。今年上半年，仅库存一项，就下降了50%以上。
着眼客户服务。经济低迷时期亦为企业提供了巩固与顾客关系的良机，可以提高顾客忠诚度。“在经济萧条时期，顾客跟你一样焦虑，此时继续接近他们，帮助他们获得想要的东西，他们就会长时间记住你，也会继续为你的产品打开钱包。”西北大学凯洛格管理学院教授Andrew J. Razeghi说。
面对终端客户时如此，面对企业客户亦如此。中兴通讯以关注客户需求为己任，不仅关注客户现在的需求，也考虑到客户未来的需求变化，不仅关注已经显现的客户需求，还深入分析、了解客户潜在的需求，以主动服务策略、高品质服务流程，与客户实现持久双赢。今年上半年，销售收入同比增长35%。
协作创新。经济低迷期，这一创新思维在中国企业界充分演绎。中小企业互利共赢，抱团取暖；行业领军企业则着力于与上下游打造战略产业链。钢铁航母宝钢股份与产业链下游企业海尔电器、上港集团、中国船舶相继牵手，共同对抗危机，增强企业竞争力。
CEO们的创新思维
一个不争的事实是，由于经济持续低迷，从普遍意义上说，企业的创新比以往面临更大的困难，譬如资金问题。即便如此，仍然没有阻止CEO们对创新的执着追求。
再难不省研发。“再难不省研发，再忙不减培训。”这是奇瑞汽车董事长尹同耀的理念。奇瑞这样的大企业如此，不少中小企业亦不例外。“不掌握核心技术，受制于人。”东莞一家制造型企业的CEO周凌对《经理人》说，“只有自主研发，打自主品牌，才能在竞争中掌握话语权。”尽管资金短缺正成为这家企业创新的最大障碍，周凌仍然决定，通过引进战略合作伙伴的方式获得资金，进行创新投入。
艰难时期的创新更具价值。经济不景气会使消费者捂紧钱包，曾经在市场上风光无限的产品也可能降价销售，但是消费者对创新产品的购买意愿和价值观念似乎没有明显的改变。这正是CEO们下大力气开发创新产品的重要原因。“经济不景气时期的创新过程更容易管理，也更具有成本效益。”崧顺国际有限公司总经理潘晓平说。
创新还是企业在不景气时期强身健体的有效手段。格力电器董事长朱江洪说：格力电器逆势增长的原因在于重视强身健体，在经济低迷期间亦苦练内功，不断进行管理创新。另外，格力电器对科研经费的投入从不吝啬，需要多少就投入多少，是中国家电行业投入最高的企业。
创新是个综合体系。IBM公司创新和市场观察部副总裁爱德华 · 贝文（Edward Bevan）认为，“创新越来越多地成为技术、商业模式和工作流程的综合体系，这些全都要融合在一起，任何人都很难独立完成。”实际上，就单个企业来说，创新也是一个系统工程，不仅基于产品、技术，基于流程、文化、服务，以及企业管理的方方面面。对创新上的投入亦是如此。哪一方面产生优于竞争对手的突破性的创新成果，都有可能使企业步入发展的快车道。
创新是CEO的核心职责。与入选“2009最具创新力公司”的CEO沟通交流的过程中，《经理人》发现，他们无不将创新视为自己核心职责的一部分，所以他们不仅高度重视产品创新和技术创新，而且从更宽广的层面来审视公司的各种创新活动，同时，也把自己定位为整个企业创新的“领头羊”。
另外，这些企业的CEO们普遍意识到，只有获得从高层到基层再到外部合作伙伴的共同认同，企业才能将创新进行到底。如果只是高管层有创新意向，员工的不作为会让创新险阻重重；而合作伙伴的不认同，更会使企业陷入进退维谷的险恶境地，巨额的创新投入很可能就会打了水漂。而寻求创新认同的惟一绝招就是沟通，只有公开透明反复不断的沟通，让所有人员都清楚创新的缘由与预期结果，才能在内部营造强大的创新执行力，在外部营造和谐的创新配套力。
附文：
2009最具创新力公司评选说明
这是《经理人》杂志第三个年度评选“最具创新力公司”。
本次评选从2009年3月开始，入选主榜的30家企业是按照北美产业分类体系，从数千家各行各业的优秀企业中，通过一套严密的评估体系精心挑选出来的。根据我们的评选体系，他们创新的综合得分，在中国企业界名列前茅。
30家企业都具有明显的创新特征：他们都是各个行业的领军企业；在经济危机中，他们坚持不减创新投入，仍然依靠创新推力逆势成长；2009年，在某方面做出了令业界非常瞩目的创新举措；优秀的企业文化使他们的创新具有持续性，成为支撑企业未来快速持续发展的重要基石；他们关注环保,关注企业社会责任，是优秀的企业公民。
《经理人》从产品/技术/服务、创新文化、战略、制度、商业模式、组织结构、协作/整合，共8个维度来评估企业的创新力，根据行业的不同，每个维度又被赋予不同的分值。按照国际价值导向，我们的评估指标侧重企业的产品、技术方面的创新，即产品/技术所占的权重最高，两者高达45%。
我们综合各行各业中国企业的全球竞争力，以及各行业具体创新能力等设定了一个复杂函数，来计算企业的创新得分。为了使不同行业间具有可比性，更准确地评估企业的创新能力，《经理人》以国外相关行业的创新能力作为基准数，把各企业的创新力进行了相除并赋予系数，最终得出创新力指数。创新力指数最高的30家企业，入选“2009最具创新力公司TOP30”。
入选主榜的30家企业以制造型企业为主。除主榜之外，《经理人》还针对金融业和跨国公司在华企业，各推出了一个副榜，这些企业的创新特征与主榜的企业没有大的可比性。他们的创新力指数，亦为参考分值，与主榜不可比。
译文:
Top30 Most Innovative Company of 2009
How can a company survive the gloomy economy and make a better achievement?And when the company is shortage of fund,how can the money be spent reasonably.
" As for our company,spend reasonably means to make innovation."said of Ding Zhizhong,the chairman of the ANTA Sport Products Limited.In 2009,ANTA company has spent 0.1 billion yuan on reserach and development.The figure has risen over 10 times,compared with 5 years ago,which has brought abundant profit to the company:in the early two quaters of 2009,the order in the company has grew 30% or more.
"A company without any innovation will be a compay without any soul.A company without any good quality products is poor and will be a spineless one without any core technology. "which has pointed out the importance of the innovation in a speech delieved by Dong Mingzhu in July,the president of Zhuhai Gree Electric Appliances Co.,Ltd. As the biggest home air-conditioner manufacturer in the world,Gree Group owns 2000 research engineers and foreing experts and spends 15 million dollars in reserch and development every year.During the crisis period,Gree Group didn't reduce the fund on innovation and its yield has increased by 30% by virtue of the leading technology.
Innovation Compete Downturn
In the process of interviewing and assessing the most innovative companies of 2009,The Manager found out that China's businese leaders and excellent entrepreneurs have reached a common view that more focus should be paied on innovation when the economy is in the downturn. On one hand, Some star enterprises managed to cut cost by taping new resources and economizing on expense, and on the other,they invest more to investigate customers and markets aiming to attract their attention by the products and services most close to them.
This is the third year for the evaluating of the most innovative company by The Manager.With the economy crisis swepting over the global,the awarding possesses particular sense.
All the top30 companies were selected meticulously by us over the half past year. They braved the adversity by their innovations and grew up quickly and become the leaders and outstandings in their own industries.During 2008-2009,they have overcome many unfavourable factors and make innovations to push the enterprises forward ….,which set an typical and good example in China's busines community in the aspects of product,technology,culture,system,stratergy,bussiness pattern,organization sturcture and cooperation(espectially in product,technology and culture). The innovation culture has became their DNA.It is a group spirit and a working atmosphere,seeping into every level of the management of the enterprise and runing through the process of manufacturing,which make them produce the proud innovations though facing with the bad enviroment.Besides,they are the good enterprise citizens concerning with the enviromental protection and the enterprises' social responsibility.
In 2008,Shenzhen Huawei Technology Co.,Ltd.,ranking first in the application list of PCT(global Patent Cooperation Treaty),has submitted 1737 items applying for international patent,overtaking Japan's Panasonic and Philip.In the same year,by virtue of its proud core technology,Huwei's global sales volume reached 183.29 billion dollars,up 42.7% over last year,and its net profit is 1.15 billion dollars,20% higher than the previous year.In 2009,Huwei predict its sales volume will increase 30% to 30 billion dollars ,which is a bad year in its rival's eyes.
BYD,who claimed to break the traditional pattern with innovation,stick to the sales philosophy of Technology-oriented,Innovation First.It not only make a material progress in the area of new-energy automible by launching the first dual-mode electric car (F3DM)independent of recharge station in the world,but also obtain the powerful cost controling ability by vertical integration,rewriting the bottom price of the automible industry.In 2008,BYD's annual sales increased 180 thousand cars,up 80% over the previous year,making it a black horse in China's auto industry.
They resisted the depressed situation with innovation,and the innovation make them the heroes in the adversity.
In this evaluation,The Manager focued on the The Top 30 Innovative Corprations of 2009 as well as the Top 10 Innovative Transnational Corporation In China.The purpose of this evaluation is to make the Chinese financial enterperises that develope steady and fast under the financial crisis through the philosophy and strategy of innovation become stars.
The focus of innovative in the turbulent times
The financial crisis rarely occurs once in a century.It teaches a lesson to Chinese enterprises,big or small.The entrepreneurs have a deep and thorough understand over the value of the innovation.
It is disputable that under the circumstance of dramatic shrinking global demand,those exporting enterprises who depend on oem production and take the advantange of lower price and without any core technology were on the bottom of the value chain and struggled to survive.Some even go bankrupt.On the contratry, those attach more importance on the development of new product and technology as well as the building of brand escaped from the crisis quickly or suffer little influence who held tightly the initiative over the market by using the core technology to occupy the market and pay more attention on the customer demand.
"When we are in the economic crisis,the problem facing us is not whether we should make innovation or not,but how to,which will be the best chance to widern the gap between us and our rivals."said of Andrew J,Razeghi,the professor of Northwestern University Kellogg School of Management.
Then,what should the innovation focus on in the economic downturn?
Pay attention on the improvement and enhancement of the core competitiveness.The historic experience shows that the global economic crisis always result in the great technological innovation and even technological revolution.It is the best chance for the innovative enterprises to win the market share. when confronted with the big international automible companies,Qirui,the flagship of the our national automobile industry,has either reduced their investment or went bankrupt even closed down,but it still plunge 13% of its sales income into the reserch and development.Its newly produced high-end automatic transmission has made an unprecedented innovation in China's own-brand cars.The automatic transmission can not noly provide the cars with better power performance and fuel economy performance but also reduce the pollution emission of the engine.
Stress on the change of the consuming demand. Many enterprises focus on the product innovation.During the crisis times,the innovative companies are prone to read the market.With less money in their pocket,the consumer tend to cut their spending and pursue the function of the merchandise first.Many electronics industries are cherishing the simplicity.So the simple but functional Netbook are popular over the world.ASUS,HP all earn much from it.
"If the product is not so original to combat other rivals,it can't attract any customers no matter how cheap it is."guided by the philosophy of its chairman Xu Hang,Shenzhen Mairui Biological Medical Electronic Co., Ltd. has been awarded first in many areas which was occupied by the foreign giants .
Aim to the internal management and cut the cost to increase the profit.The white goods giant Midea Group introduced the most advanced manufacturing management system in the world.It advocated the lean manufacturing system and rooted it in every department and employees by publicizing it.In addition,the sales efficiency has been improved when the profit allocation and the internal loss has been coordinated among every department and the dispute between the cost and the price has been reduced. During the first half of year,only the cost of stocks has decreased over 50%.
Pay more attention on the service.The economy crisis also offer an good chance for the enterprise to consolidate the relationship with the customer,which can enhance the cutomer's fidelity."under the financial crisis,the customer also feel anxiety.If you keep close contact with them and help them to get what they want,they will remember you forever and continue to buy your products."said of Andrew J,Razeghi, the professor of Northwestern University Kellogg School of Management.
The attitude that you face with the terminal customer and the enterprise should be the same.ZTE corporation concerns the customer's demand not only on their current demand but also their future demand.They concern about the customer's appearing demand and analyze deeply and know the customer's potential demand.It,along with its customer, has achieved the durable win-win situation since it work with the active service strategy and high quality service flow.Over the first half of this year,its sales earning has increased 35% compared with the last year.
Cooperate for innovate.In the depressed times,this idea has been displayed fully in Chinese industries.The small- and medium-sized enterprises has reached mutual benefit and win-win situation.The leading industry was working hard to build a strategic industrial chains with the upper and the lower industries.Baogang Co.,Ltd. the mega corporation of the iron and steel industry,has cooperated with Hair,Shanggang Group and China Ship Company in succession to fight crisis and strengthen the enterprises's competitiveness.
The New thoughts of the CEO
It's indisputable that the innovation in any enterprises will face more difficulties under the coutinuous despressing,such as capital problem.Even so,the CEO never give up their persistant pursuit of the innovation.
The fund on the reserch can’t be retrenched." The fund investing on the research can’t be retrenched and the training time can’t be reduced no matter how hard or how busy it is.“This is the philosophy of Yi Tongyao, the chairman of Qirui Automible Co.,Ltd.Some small- and medium-sized enterprises also hold the same view.Zhou Lin,the CEO of a manufacturing company in Dongguan, Guangdong province,said to The Manager,"If you don't control the core techonlogy,your company will always at the mercy of others.Only when a company adopt the self-research and produce their self-owned brand can they hold the initiative in the competition.The company is facing with the problem of fund shortage,but Zhou Lin still decide to obtain the capital by introducing the strategic partnership and invest them in the innovation.
The innovation made in the hard times are more valuable.The slack economy force the consumer shrink their wallets.The once popular products have to be saled in a discount,but consumers have never change their purchasing will and their value on innovative products,which is the main reason why so many CEO put into their energy in developing innovative products."The innovation process in the economy crisis are more easily to manage and has better cost-benefit."said of Pan Xiaopin,the manager of Sunshun International Co.,Ltd.
Innovation is a effective way to build up your body when a enterprise runs in a hard times,said of Zhu Jianghong,the chairman of Gree Electronic Appliance Group.During the hard times,Gree Group still persevere in struggling to keep on management innovation. Only by doing so can it grow in a contrarian trend.In addition,Gree Group has never be stingy about the investment capital on research.As a appliance enterprise in China which invest the biggest sum on reserch, it adhere to the principle of investing how much is needed.
Innovation is a complex system.Edward Bevan,the vice-president of the innovation and market department of IBM,hold that innovation is a complex system which integrate techonlogy and businese pattern with working process.None can complish it independantly.Actually,for a single enterprise,innovation is a systematic project based on product,technology,working process,culture,service and every level of the enterprise management.. The investment in innovation hold the same philosophy.Any innovation achievement outweighing the rivals can push the enterprise into a express-way of development.
Innovation is the core responsibility of the CEO.When exchanging thoughts with the CEOs of the TOP30 innovative companies,The Manager find that none of them never regard innovation as a part of their responsibilities.They attach great importance on the innovation of the product and the techonlogy.Meanwhile,they scan every kind of innovation in their compaines with a broader vision and orientate themselve as the learder of the innovation.
Moreover,the CEOS of these companies all have a common sense that only if the innovation activity has been accepted by all stuff from the top to the grass-root and to the outside cooperative partners can the enterprise make innovation thoroughly.If the innovation activity is accepted by the top rank and without the employees’s participating or the cooperative partners’ identity,the innovation will meet many chanlenges or the enterprises will be caught into the dilemma.Then the large sum of investment wil go up in smoke.The only way to seek the agreement is to communicate.By the public and transparent communication, all the employees know the reason and expection of making innovation,so we can build a great executive force inside and a harmonious supporting force outside.
appendix:
The explaination for the evaluates
This is the third year to evaluate the most innovative companies by The Manager.
The evaluate started from March in 2009. According to the Nothern American classification, we choosed with utmost care from thousands of enterprises of every industry through a set of rigious assessment system.The final 30 selected companies have took lead of other enterpries with higher mark in the innovation activity.
The 30 enterprises have a common features in innovation that they all take lead in their own industries.In the financial crisis,they have never cut their investment in innovation and grow reversely by virtue of the pushment of the innovation.In 2009,they have made some extrodanary innovation activities.The excellent enterprise culturel make their innovation continued and became the cornerstone of the enterprise to support the fast sustainable development in the future.They, concerning enviromental protection and social responsibility of the enterprise,are the excellent enterprise citizens
The Manager evaluated the enterprise’s innovation ability from 8 dimensions,including product technology,service,innovation culture,strategy,system,business pattern,orgnization sturcture and cooperation and integration.Each dimension has been given a different score in every industry.Guided by the international value,our assessment place extra emphasis on the product and the technological innovation.That means the weight of produc tand technology are the highest,both accounting as high as 45%.
We set a complicated function by combining the global competitiveness of every industry in China with their actural innovation ability to caculate the final score of every enterprise in the aspect o innovation.In order to make the comparability among different industries effective and to assess accurately their innovation ability,The Manager set the innovation ability of the foreign counterpar as the benchmark. We divided the total innovation ability score by the number of companies and a coefficient was taken.Then obtained an innovation ability index .The Top30 companies with the higest innovation ability index were choosen as the most innovative companies of 2009.
The 30 companies are mainly manufacture enterprises.Besides main board,The Manager launched a secondary board with the financial and the Chinese transnational corporations as the objets. The innovation ability of the enterprises in the secondary board can’t compare to those in the main board.Their innovative index are regarding as the reference.
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