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以前面对西方企业先进的营销理念与方法,我国企业市场营销一直是模仿学习的过程,多数企业基本上是照搬照学,创新较少。进入知识经济蓬勃发展的21世纪后,我国企业应抛弃简单的模仿学习模式,结合中国企业自身特色,创新市场营销理念和方法,积极应对严峻的市场竞争。本文以创新的内涵为切入点,通过以营销理念创新为先导,带动其他各项营销管理创新齐动,从而全面提高企业的创新能力。
In the past, facing the advanced marketing concepts and methods of western enterprises, the marketing of enterprises in our country has been the process of imitation learning. Most enterprises basically copy photos and learn less and innovate less. After entering the thriving 21st century of knowledge-based economy, Chinese enterprises should abandon the simple mode of imitation learning, combine the characteristics of Chinese enterprises, innovate the marketing concepts and methods, and actively cope with the severe market competition. In this paper, the innovative connotation as the starting point, through the marketing idea of innovation as the guide, driving all the other marketing management innovation move together, so as to improve the overall innovation capability of enterprises.