新时代背景下企业市场营销创新研究综述

Summary of Research On Enterprise Marketing Innovation in the New Era

通过收集2009—2021年以来关于营销创新的文献并对其进行分析,论文发现市场营销的理论已经从经典的4Ps、4C、4R和7Ps拓展到新的阶段。同时,由于社会经济的推动,企业营销显示出多种新特点,如营销对象精准化、营销内容特色化、营销媒介共享化、营销效应最大化、营销范围国际化、营销内容集聚化、营销发展持续化等。针对上述变化,市场对企业的营销创新也提出了新的要求。

By collecting and analyzing the literature on marketing innovation from 2009 to 2021,the paper finds that the theory of marketing has expanded from the classic 4Ps,4C,4R and 7Ps to a new stage.At the same time,due to the promotion of social economy,enterprise marketing shows a variety of new features,such as the accuracy of marketing objects,the characteristics of marketing content,the sharing of marketing media,the maximization of marketing effects,the internationalization of marketing scope,the centralization of marketing content,and the sustainability of marketing development.In view of the above changes,the market also puts forward new requirements for the marketing innovation of enterprises.