产品策略创新的研究

The Study of Product Strategy Innovation

随着社会主义市场经济的发展 ,营销管理对企业的生存和发展显示出越来越强的重要性。在新的市场环境下 ,要改善我国企业营销工作的滞后状况 ,突破传统营销理论自身的局限性 ,全面创新成为唯一选择。探讨企业营销创新尤其是更贴近市场操作实际的营销策略创新 ,对于纠正我国企业营销实践中存在的偏差和失误 ,全面增强企业的综合营销能力具有重要意义。本文尝试着对产品策略创新的理论进行研究 ,在对近年来涌现的营销新理论进行较为系统的分析和整理的基础上 ,融入一些个人的见解 ,并结合我国企业营销实际 。

With the development of socialist market economy,it becaomes the very truth that Marketing managent plays an even important role in the existence and deveopment of enterprises.Under new market environment,to improve the backward situation of China'senterpirse Marketing work,break through its own limitation of traditional Marketing theory and overall innovation becomes the only choice.For approaching enterprise Marketing innovation,especially the Marketing strategy innovation,it is very significant to correct the errors and faultsin China's enterprise Marketing practice and to strengthent product strategy innovation,creating a systematic analysis and arrangement on the new Marketing theories emerged in recent years,on the basis of which,some personal opinions are involved in the Marketing theories emerged in recent years,on the basis of which,some personal opinions are involved in the Marketing practice of China,s enterprise,in order to set up a scientific theory system that gives that gives guidelines to the practice of product strategy innovation.