论营销创新

On Marketing Concept Innovation

本文认为,营销创新是提升企业形象和增强企业市场竞争力的重要途径,是企业全面创新的重要组成部分,而营销观念的转变是营销创新的前提。营销观念的转变具体讲就是:从满足市场需求向创造市场需求的观念转变;从封闭和独立的营销向开放和合作营销的观念转变;从功能营销向绿色营销的观念转变;从产品营销向服务营销的观念转变以及从采用单一的营销手段向采取整合营销手段的观念转变。

This article maintains that marketing is the important way of promoting enterprises' image and competitiveness and an important component of enterprises' overall innovation. Based on this idea, this article discusses the flowing five aspects of marketing concept transformation: from meeting the market demand to creating market demand; from closing and independence orientation to openness and cooperation orientation; from function orientation to green orientation; from products marketing to service marketing and from a single marketing measure to an integrating marketing measure.