Marketing innovation in the new era

After entering the new economic era, the marketing of China enterprises has been affected. First of all, with the deepening of economic globalization, the domestic market and the international market have gradually merged, and the marketing field of enterprises has been greatly expanded, which means that China has embarked on the road of building an open economy. The internationalization of market competition puts forward higher requirements for the strategic positioning of enterprises. Starting from the global market, set the marketing objectives of enterprises according to the requirements of the market, and then constantly strengthen the innovation of marketing strategies, dig deep into domestic and foreign markets, and improve the initiative of market competition.

Secondly, China is in the transition period from the industrial economy era to the knowledge economy era. Knowledge economy is a new economic form based on the production, distribution and use of knowledge, which has a far-reaching impact on the whole society, especially on the production and business activities of enterprises. Enterprise marketing is an important aspect of enterprise's production and operation activities, which is being impacted and challenged unprecedentedly. Thirdly, the current social economy advocates sustainable development, and this new concept also poses new challenges to the marketing of enterprises. Enterprises are the main body of all economic activities, consumers of resources, producers of products and wastes, and play a direct and irreplaceable role in the sustainable development of the whole society. Secondly, the marketing of enterprises is the starting point and core step of the whole production and operation activities, and it will also become the key point to break through the problem of sustainable development. In the whole marketing process, enterprises must actively implement the basic concepts of modern marketing, meet the green needs of consumers and the environmental protection needs of society, and coordinate their own development with the sustainable development of society.

2. Innovative measures of enterprise marketing

2. 1 Marketing concept innovation

(1) Turn the marketing concept from domestic to international.

With the deepening of globalization, the internationalization of the market is becoming more and more obvious, and with the connection of the Internet to domestic and foreign markets, the global market will gradually take shape. The competition object of enterprises will also change from domestic counterparts to multinational companies with strong marketing ability and rich marketing experience. Undoubtedly, in today's era, those powerful multinational companies have divided the global market into their own marketing scope, and have used a global marketing concept to guide their marketing activities. In this context, China enterprises need to establish a global marketing concept, broaden their horizons and look at the world. Only in this way can China enterprises improve their international competitiveness and realize their global marketing strategy.

(2) The marketing concept has changed from large-scale to personalized. With the all-round development of social economy, the market is undergoing a more detailed division of labor, and personalized marketing has become an inevitable requirement of the times. This concept requires enterprises to meet the personalized requirements of customers. The traditional way of scale marketing is to use a single product or service to meet the needs of many consumers through factories. However, the market division of labor is urgent to this extent. One to one marketing? A way to achieve a higher degree of consumer satisfaction according to each consumer's unique personalized needs. Therefore, if enterprises want to gain more market share, they need to design and produce corresponding products according to the specific requirements of consumers to meet their needs. Only in this way can they gain a broader market. Which enterprise will do the most in-depth personalization, which enterprise can take the lead and occupy the world market faster.

(3) The marketing concept has changed from hard management to flexible management. The characteristics of old-style marketing management are generally centralized management and rigid management. Many rigid indicators and systems are used to strengthen the restraint and management of marketing personnel, which seriously hinders the communication between marketing managers and the managed, resulting in low management efficiency and declining performance. In today's new economic era, this backward marketing management method is not only ineffective but also counterproductive, and it is doomed to be eliminated. Nowadays, marketers need to strengthen communication with managers, and the single communication mode of uploading and distributing needs to change to two-way communication. On the other hand, under the background of knowledge economy era, enterprises should not continue the mode of pursuing goals with factors such as speed and output in the traditional economic era, and should not focus on strict organizational forms and technological processes. Instead, they should strengthen the exploration and cultivation of people's initiative, independence and creativity.

(4) Change the marketing concept from one-way marketing to interactive marketing. Old-fashioned marketing methods are often one-way. Enterprises transmit sales and service information to consumers through media, advertisements and other media, while consumers are in a passive position. The development of the current network provides an excellent communication opportunity and platform for marketers and consumers. Enterprises and marketers can use the characteristics of network interaction to promote the interactive communication of marketing, so as to ensure that marketers can take consumers as the core in the whole process from product design to after-sales service, and let consumers also integrate into this process. Doing so can not only cater to consumers' tastes, but also maximize the sales of products and services and improve the economic benefits of enterprises.

2.2 Innovation of marketing strategy

(1) Implement cooperative marketing strategy. Under the background of the in-depth development of knowledge economy, the market competition is becoming more and more fierce. For the old marketing thinking, marketing is equal to competition, and defeating competitors through various marketing means often ends in failure. In the global market, some business operators are gradually inclined to? Marketing concurrence? , marketing * * * enjoy? New ways, through these ways, to achieve the continuous expansion of marketing benefits. Objectively speaking, they want to enjoy resources and complement each other. This win-win strategy enables partners to complement each other in technology and products, greatly improving the competitiveness of many parties. Enterprise? Marketing concurrence? In essence, the idea is to integrate management, emphasize coordination, cooperation and innovation, and constantly create new competitiveness to create a broader market share, so as to achieve? Win more? .

(2) Implementing the relationship marketing strategy. Compared with traditional marketing, relationship marketing tends to pay more attention to consumers and emphasize good relations with customers. Consumers buy goods, on the one hand, to satisfy some kind of objects, on the other hand, to pursue the spiritual culture covered by these objects. Therefore, in the new era, product-oriented marketing will gradually change into customer-centered marketing, meet customer requirements from all angles and constantly update products and services; Secondly, the core of marketing management should also change from the previous business growth to confrontation; Third, the goal of marketing should be changed from reducing costs to developing business and improving customer loyalty. Relationship marketing strategy needs to be based on highlighting products and then pursuing high-quality services, which is the key to success. In the traditional period, the center of market competition is products and prices, and enterprises often improve efficiency by reducing production costs, which hinders normal competition; Under the background of new economy, the core of enterprise competition is to grab customers.

(3) Implement digital marketing strategy. 2 1 the advent of the digital age has also brought new opportunities and challenges to the marketing of modern enterprises. It has the advantages of short time, convenient operation, strong interaction, low cost, etc., which greatly expands the range of consumers' choices, reduces the dependence of marketing on traditional documents, increases the information value of products to a certain extent, and eliminates the obstacles to doing business in the global market; Secondly, it has updated some old marketing concepts and traditional practices. At the same time, digital marketing has changed the traditional characteristics of consumers passively accepting publicity information, allowing consumers to interact and communicate with enterprises through the Internet.

(4) Implementing knowledge marketing strategy. Under the background of knowledge economy, knowledge is the strongest power and source to promote economic development, which will have a great effect and influence. In view of this, the development of human resources has become a prerequisite for the existence and development of knowledge economy, which is essentially the development and utilization of intellectual capital and human resources. In the traditional period, everything was centered on things and people's innovative spirit was not emphasized. In the era of knowledge economy, the innovation of marketing is embodied in the liberation of people's innovation potential, the prominence of intrinsic value, the promotion of innovation responsibility and people's self-breakthrough and transcendence.

(5) Implement the speed marketing strategy. Creating the most value in the shortest time is a way for enterprises to improve efficiency. Creating more value for consumers, improving speed and saving consumers' time is a brand-new marketing strategy. The new era is an information society, which is characterized by networking and automation. The speed, efficiency and uncertainty brought by the network force the marketing organization of enterprises to adapt to the brand-new market environment through reform. There is a strong uncertainty in today's society, which fundamentally changes the thinking of the old marketing organization. Marketing organizations that adapt to the changes in the network era need to have the advantages of quick response, smooth communication and internal and external coordination. In short, with the rapid development of science and technology, the competition is becoming increasingly fierce, and the renewal cycle of products and services is getting shorter and shorter. If enterprises want to be in an invincible position in the market, they must speed up the upgrading of products and win quickly.