| In order to improve the benefit of cable industry, the actualizing of marketing innovation in Shandong Luneng Taishan Cable Co., Ltd is studied in the text. First, the SWOT method is adopted to analyze the advantage, disadvantage, chance and threatening existed in the cable marketing of Shandong Luneng Taishan Cable Co., Ltd; then, adopt the systemic method, make use of the marketing management, strategy management, organizing behavior subject, financial management, human resource management, management communication, enterprise ethics learns, put forward the problem-solving creative measure-innovation of marketing concept, innovation of marketing organize, innovation of marketing method and the innovation of marketing products; finally, carry out the guarantee measure-figuring the interior "changing" culture, actualizing interior marketing.The essence of marketing innovation lies in the excavation of the potential of the employees and then obtains the actual benefit with this. Actualizing the marketing innovation requires using sufficiently all the existing resources, strengthening the cooperation of the employees, setting free the interior innovating potential. The marketing innovation runs through the integrated thought, and is the whole activity of enterprise, which represents as follows: (1) the integrating application of marketing strategy and measure. (2) the integrating marketing management of marketing department and non-marketing department. (3) the integrating consistency of internal and external marketing.After researching, taking the internal marketing as the guarantee measure of marketing innovation, the measure of "estimate-target-sale equilibrium" is adopted to ensure the annual target of marketing office. It is sure that this measure can be used as reference to the cable industry and even other industry.The unique constant rule in the world is "changing". The proceed of innovation needs to be kept on the time and the enterprise needs to be innovated constantly. |
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