营销创新理论（Marketing innovation theory）.doc

营销创新理论（Marketing innovation theory） The enterprise must maximize the customers demand and benefit to the same position, and take the pursuit of customer value realization as the starting point, and form the integration model of enterprise marketing in the information age. In this mode, through continuous communication between enterprise and customers, clearly understand the personalized 4C of each customer (customer needs and expectations, customer cost, convenience, customer purchase and Enterprise Communication Survey) requirements, accordingly to enable enterprises to maximize profits on this basis (4P product, price, channel, promotion strategy decision). Two, innovative marketing methods: relationship marketing Jueqi In the information age, with the development and popularization of the Internet, a concept called relationship marketing is gradually becoming the new hot spot of marketing. According to the Swedish marketing scholars point of view, the so-called relationship marketing refers to the enterprise through their own efforts, the relationship between the establishment and the maintenance and consolidation of its stakeholders, to mature and commitment as the main way, the enterprise can realize the marketing targets in coordination with the parties. The theory of relationship marketing is built on the basis of system theory. The point of view of system theory is that the system is composed of several interacting and interdependent elements, and has a specific function. For each system, it must belong to a more advanced system, that is, to relate to a certain environment. On the one hand, the system will be affected and restricted by the environment, to adapt to the environment; on the other hand, the system has a relatively independent and dynamic reflection, can react to the environment and transform the environment. Only a single enterprise, stakeholders, traders and consumers, suppliers, competitors, government and social organizations constitute the i