致读者 LETTER FROM THE EDITOR
既非空前，也非绝后。2008年在全球蔓延的金融危机不但让人们切实感受到经济周期存在的痛楚，更是通过这一极端考验提醒我们的确生活在一个全球化的世界中：在这个世界里，经济进步的福祉固然要人们一起分享，而经济危机所带来的苦难，也需要人们共同承担。
痛定思痛，一个问题迫切需要人们的回答：既然经济周期存在，我们应该需要建立一个什么样的预警系统，才能确保在灾难发生之前，唤起人们足够的危机意识，从而未雨绸缪？
自10年前中国经济改革进入攻坚阶段以来，商业媒体—尤其是具备国际视野的商业媒体—在中国经济社会中的角色，从来没有像现在这样重要过。
相当一批有竞争力的中国企业，如华为和联想，正在以远超出外界预期的速度跃上国际舞台，与世界一流企业同台竞技。但在这个过程中，却鲜有与其触角相匹配的商业媒体扮演灯塔作用：在顺境中提醒风险所在，在逆境中给予前行鼓励。
在未来10年，描绘中国向市场经济体制转轨的激情长征以及这一征途过程中所需承受的苦难，无疑仍将是新生的中国商业媒体的最大主题。但在描述的过程中如果不重拾“睁眼看世界”的中国近代启蒙传统，我们则很有可能在“中国奇迹”和“脱钩论”（新兴市场国家正逐渐减少以美国为代表的发达市场国家经济的依赖，因此能够比过去更好地抵御发达国家经济下滑带来的冲击）的自我陶醉和安慰中，无法辨识潜伏的威胁。也可能即便意识到基本面在恶化，却不能看到前路已是悬崖。否则，我们就不至于在美国“次贷危机”爆发一年后的2008年9月，才突然痛苦地意识到：这场危机虽是“美国制造”，如今却已属于所有人。
2008年迎来创刊15周年纪念的《环球企业家》，在倾情见证并记录四川大地震和北京奥运给中国带来的改变的同时，也完整地追踪了发端于美国的房地产泡沫如何演变成一场真正的全球性危机的过程。本刊坚信，在所谓的扁平世界里，经济全球化的列车只有单程票。当这架列车在高速行驶之际，商业媒体的最重要使命，即是秉承全球视野和用比较分析的方法，去解剖其日益复杂的动力系统，以探测任何一个轻微的经济泡沫破裂可能引发的蝴蝶效应。事后的总结与梳理对商业媒体来说固然重要，但在这个商业信息海量化以及碎片化的时代，最重要的仍是“走在曲线前面”的预见能力。要达致此，商业媒体需要把如下精神铸成自己的DNA：相信常识，怀疑一切；无所偏袒，无所畏惧。
而当盛宴散场，当恐惧压倒贪婪，商业媒体最重要的工作则是给出信心和希望。本刊坚信，正如在过往任何经济下行周期所显示的那样，企业的成败并不取决于多少成本被削减，而是这些成本是如何被削减的—以及更重要的：哪些成本是不能被削减的。经济下行周期之所以通常都是开创新生意和新局面的时机，一个原因便是那些很早功成名就的企业太快地放弃了大有可为的增长机会。事实上，微软和甲骨文这两家伟大的科技公司，正是诞生于艰难时世。
新的一页即将翻开，但2008这个转折之年给中国商业带来的印记，需要在未来很长时间才会被抹平。《环球企业家》将继续秉承“推动中国商业国际化”的不变使命，以最大的热情和责任感，去记录中国商业“寻找新希望”的旅程。前路想必充满颠簸，但重生的喜悦，也就在其中。
期待与您同行。
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简 介 INTRODUCTION
《环球企业家》杂志创刊于1993年7月，以“推动中国商业国际化”为使命，是目前国内惟一一本以国际化为核心标识的高端商业杂志，
亦是国内报道世界级企业、企业家以及传奇商业人物最频密的杂志；作为“家乡媒体”，我们同时关注最具国际竞争力的中国公司—
它们已在与跨国公司的同台竞技中逐步长大成人。
秉持国际视野，专业精神，16
年来，《环球企业家》始终致力于运用比较分析框架，提供全球化背景下的一流商业故事和见解，搭建
中外商业人士的无边界社区，以此获得高端商业人群的充分认可。如今，随着国际化成为中国商界的最热门话题，且中国市场日益成
为跨国企业的重要战略支点，《环球企业家》已被广泛誉为中国最具影响力的主流商业杂志之一。
《环球企业家》杂志由中国作家出版集团主办，每月5日和20日出版。单期发行量为11.2万份；每日更新的《环球企业家》网站www.
gemag.com.cn亦在Alexa排名中居国内商业媒体前列；一年一度的“环球企业家高峰论坛”更成为众多中外商业精英探讨国际和中国商业
趋势的聚会首选。
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