Study On Enterprise Marketing Innovation

With the high-speed operation of China’s economy, more and more enterprises havestepped into the ranks of the rapid development. However, the traditional marketingsystem has been unable to adapt to the needs of enterprise development, and it graduallybecome a bottleneck to restrict the development of enterprises. Therefore, that is apractical significance to study how to build a new marketing system for its owndevelopment through innovation.In such a background,the author chooses Jinan Yuxing Chemical Co.,Ltd. which is inrapid development period as the object of study.Viewing from marketinginnovation,utilizing correlation theory and tools,the author analyze and research theoriginal marketing system situation and problems of this over90years old state-ownedenterprise.The author is in depth to explore how to enhance their market competitivenessand achieve sustainable development through marketing innovation, and thus bring to thedomestic similar enterprise reference.This paper takes empirical research as its’ general research idea, it is from literaturereading to putting forward the proposition to applying theory and tools to analyzingproblem to solving problem to forming conclusions, take research methods of literatureanalysis, empirical approach, the summary induction.Through the study on marketing innovation of the case enterprise,the author willform the conclusion of practical significance that is to emphasize the importance andurgency of marketing innovation for enterprises in the rapid development,to explore howto innovate on marketing for enterprises in channel strategy, customer management,market segmentation,and marketing models,and declare innovation for the great role ofsuccessful marketing.At the same time,the conclusion rich marketing theoretical researchfrom a practical perspective.