知识经济时代的创新营销

Innovative Marketing in the Era of Knowledge Economy

从保持和发展企业创新能力出发 ,探讨了传统的顾客导向的营销观念的缺陷 ,认为在知识经济时代 ,营销成功的关键在于要将企业的创新能力与顾客需求并重 ,对营销组合进行完善 ,提出 4 Ps+I的新营销组合模式。

Starting from the discussion of retaining and developing the enterprise's innovative capability, the paper has studied the defects of traditional customer oriented marketing strategies. It proposes that, in the era of knowledge economy, the success of marketing lies in attaching equal importance to the enterprise's innovative capability and the customer's demands in order to perfect the marketing package. On this basis, the paper has put forward a new marketing model named 4Ps+I. Furthermore, it points out that the customer's learning capability must be taken seriously in the marketing process.