在激烈的市场竞争中,企业时时刻刻都在感受生存的危机,而不断地创新是营造更多安全和自信的出路。创新可能意味着失败,但是不创新,一定是死亡。创新要有目标、价值、责任。在动态的市场里,变化是恒定的,不变是短暂的。恰如其分地掌握变与不变之间的平衡,是麦当劳、肯德基成功经营的独到之处。不变的是品牌内在的精髓,变化的只是形式。麦当劳、肯德基食物本身并不复杂,但为什么如此简单的“洋快餐”能风靡全球?由于消费习惯和饮食习惯等在相当长时期内的不趋同性,麦当劳、肯德基敢于大胆改革,既避免了水土不 In the fierce market competition, companies are always feeling the crisis of survival, and continuous innovation is to create more safe and confident way out. Innovation may mean failure, but without innovation it must be death. Innovation must have goals, values, and responsibilities. In a dynamic market, change is constant and constant is transient. It is the uniqueness of McDonald’s and KFC’s success in managing the balance between change and change. What remains unchanged is the essence of the brand’s internality, and the only change is its form. McDonald’s and KFC foods are not complicated by themselves, but why is it so simple that “foreign fast food” can be popular all over the world? McDonald’s and KFC have dared to reform boldly because of the inconsistency in consumption habits and eating habits over a long period of time. Water and soil are not