The paper chooses 30 famous enterprises , which are national - known , certain scale and had ever deep influenced the economy or brought about bad influence , or the enterprises which reflects the common pattern of going on market company in rising bond market . using the scientific standards , the article generalizes the marketing failure factors as five sides : environment , marketplace , strategy , tactics and operation . the factors which result in the marketing failure are explored and analyzed in the aspect of marketing theory 本论文以实证的方法，选取有一定规模、全国知名、在经济生活中影响巨大或造成恶劣影响，社会反响强烈、或反映了我国新兴证券市场上市公司某种普遍作法的30家知名企业为样本，采用科学的方法，将影响企业营销失败的因素归纳为环境、市场、战略、策略、运作五大方面，从市场营销学的角度重点探讨了影响企业营销失败的因素，并且对影响因素进行了分析，得出了这样的结论：对企业营销失败影响最大的因素是策略因素，位列第二位的因素是战略因素。
