Research On Marketing Innovation Of NJZD Commercial Company As A State-owned Basd On The Influence Of Entrepreneurial Spirit

The technological innovations represented by Internet plus and Industry 4.0 have made the operating mode of traditional enterprises no longer adapt to the needs of the emerging productive forces.Many traditional enterprises are struggling to survive.To break the situation and regain a firm foothold in the market,enterprises can no longer maintain their previous ways of production and management.Instead,they should to carry out multi-faceted upgrades.Marketing innovation is an important part of upgrading,especially for trade-oriented enterprises marketing innovation has become the highest priority.However,marketing innovation is not an independent action of the corporate marketing department.It often requires entrepreneurs and top management teams to attach great importance to it,and even take action to implement it firstly,among which the influence and leading role of entrepreneurship is extremely important.So how entrepreneurship can lead traditional enterprises to keep pace with the new era has become a valuable issue.This article will take NJZD Panda Trade Co.,Ltd.as an example to conduct an in-depth discussion of this topic.This article first introduces the background of the topic selection and the research significance,research content,and research methods.Then it reviews the research on marketing innovation and entrepreneurship at home and abroad,as well as reviews the related theories of entrepreneurship and marketing innovation.It highlights the theoretical model of entrepreneurship in China's national conditions,including personality,business philosophy and management culture.Next,this article focuses on the NJZD Panda Trade Co.,Ltd.as an example to study how entrepreneurship can play a role in the marketing innovation of state-owned enterprises.In the case analysis,it firstly introduces the enterprises' history and operations,and describes the enterprises' marketing status.Then,it expounds the background and status of the top management teams including the chairman of the board,and analyzes the problems and difficulties faced by the marketing innovation.At last,it proposes the specific practices and implementation effect of the Entrepreneurship in the enterprises' marketing concept innovation,marketing system innovation,and marketing strategy innovation,and it demonstrates the positive role played by entrepreneurship in the marketing innovation of state-owned enterprises.Based on the above specific research,this paper provides effective suggestions and countermeasures for the enterprise to achieve marketing innovation,and has important guiding significance for improving the market adaptability and enhancing the competitiveness of the enterprise.