中国企业营销创新的研究.pdfVIP

ANALYSIS OF THE MARKETING INNOVATIoN OF ENTERPRISE IN CHINA ABSTRACT Nowadays world economy is developing with the unresisting trend of integrated global market， digital business survival and internationalized business competition，which is represented by intemet，knowledge based economy and high and new technology with new economy seeing satisfaction of consumer’S needs as cores．Enterprise is in such environment of strong competition and changes．The development of new economy calls for a new way of marketing to satisfy the needs ofmarket development． Innovation is the life of enterprise．Innovation is immutable motif of the marketing of enterprise．Marketing innovation is the most essential and effective way to improve the competitive ability of market．Facing the marketing condition，it is necessary that the enterprise innovate for surviving and developing．Therefore，it is ofgreat significance to discuss the contents and tendency ofmarketing innovation in the background ofnew economy and have breakthrough on the theories and practice promoting enterprise in China to compete in international market and occupy international market． In this dissertation applying the method of the combination of marketing theories and practices，according to the objective law of economic development，from the angle of 01／1business， firstly,we discuss the expression and comaation of new economy，secondly，we analogy the changes of marketing environment and marketing state of our business，then with the problems and shortcomings ofour enterprises，we state the main contents ofmarketing innovation in China，lastly， we put forward how to innovate and what we should pay attention to?and make a forecast of tendency on marketing innovation in order to do OLlr best to help our enterprises take corresponding measures and meet this challenge of new economy and make Our enterprises succeed in the world market competition． KEYWORDS：new economy，marketing innovation， marketing concept，marketing strategy 一、问题的提出及