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[Abstract] With the rapid development of science and information technology in China and the gradual integration of the global economy, China has entered a new socialism market economy In the era, in order to meet the requirements of our socialist market economy, Chinese enterprises should strengthen marketing innovation. Only continuous innovation can gain advantages in market competition and promote enterprise development.
[Key words] Market economy Marketing innovation
1、 Introduction
With China's entry into WTO, China's economic market has gradually integrated with the international market, which has promoted the development of China's social economy and brought many opportunities and challenges to Chinese enterprises. In this market economy Under conditions Chinese enterprises should marketing management innovate As the focus of development. The brand new marketing concept is an important prerequisite for Chinese enterprises to gain competitive advantage. Scientific and rational use of existing science and technology and market economy conditions will strengthen marketing innovation, so as to enhance core competitiveness, gain market initiative and maintain the market position of enterprises.
2、 The Influence of Market Economy on the Marketing of Chinese Enterprises
First of all, after the reform and opening up, the degree of marketization of China's economy has become increasingly deepened, and a nationwide marketization pattern has been formed. The factors restricting economic development have changed from investment capacity to market demand growth. China's domestic market economy has provided a good environment for China's enterprises' marketing innovation and reform, and the market economic system has created favorable conditions for enterprises' marketing innovation. Then, since China's entry into the WTO, it has promoted the development of China's market economy and brought many opportunities for Chinese enterprises, which will help Chinese enterprises to introduce and effectively use various resources, and at the same time, it can have a better understanding of foreign markets, so that Chinese enterprises can introduce advanced management [1]. In addition, it also provides more opportunities for Chinese enterprises to expand their market scope and business areas, which is conducive to strengthening their market competitiveness. Finally, China's socialist market economy has brought many challenges to marketing while bringing opportunities to Chinese enterprises. On the one hand, the main body of marketing tends to be diversified, and the consumption mode is becoming more and more intelligent; On the other hand, with the continuous improvement of social level, people are more and more seeking for differentiation, and the personalized demand is higher and higher. The requirements for enterprise marketing are increasing, and more and more attention is paid to consumer experience. In addition, due to the rapid development of science and technology, the life cycle of products and the time spent on research and development of new products are gradually reduced, accelerating the speed of product renewal.
3、 Problems in current marketing
First, the marketing concept is backward. Nowadays, China's economy has become a socialist market economy, but the marketing concepts of many enterprises have not changed. They still regard products, production and traditional marketing in the planned economy as the main concepts, and are not aware of the diversified and personalized needs of current customers. Some enterprises still adhere to the concept of "popularity is market welcome" [2], which leads to a large number of products in stock, difficulties in capital turnover and other problems, and has a lot of impact on the survival and development of enterprises. Secondly, marketing methods follow the trend blindly. The marketing theories and methods of many Chinese enterprises are imitated. They blindly copy and imitate the marketing theories and methods of successful domestic enterprises or foreign enterprises. The marketing theories are too mechanized and the marketing methods are too popular. Therefore, in order to obtain a large share of marketing, enterprises usually reduce the quality and price, which not only reduces the economic benefits of enterprises, but also leads customers to reduce their trust in products. Then, the innovative consciousness of marketing is weak. Some enterprises in China do not have a strong sense of marketing innovation. The main reason is that managers do not pay enough attention to marketing, do not have effective ideological guidance, and do not in-depth study marketing theories and methods under the conditions of market economy [3]. In addition, the marketing department of the enterprise has not really become the main body of marketing, and has not timely understood and analyzed the changes in the actual demand of the market in China, thus hindering marketing innovation. Finally, the lack of marketing ethics. At present, the more serious problem in marketing is the lack of morality. The essence of market economy should be credit economy, which is basically the marketing morality with integrity as the core. However, in order to pursue more economic benefits, some enterprises are unscrupulous and ignore business ethics. In marketing activities, there are often accidents that damage the interests of consumers, partners and competitors, and even illegal acts that harm society and the environment. The lack of marketing ethics has caused many adverse effects on consumers, enterprises and society, and marketing ethics has become the focus of attention of all sectors of society.
4、 Marketing Innovation under Market Economy
（1） The innovation of marketing concept is specifically shown as follows
First of all, enterprises should recognize the marketing situation under the current market economy and focus on consumers. For a long time, the marketing concept of enterprises is to maximize profits, while ignoring the needs of consumers. Under the current market economy, the market has changed from seller to buyer, and enterprises must change the outdated marketing concept. They should focus on consumers and take meeting the needs of consumers as the starting point of enterprise marketing. As the needs of consumers are constantly changing, the marketing concept of enterprises should also be constantly innovated to meet consumer needs as the core. Secondly, enterprises should hold the concept of knowledge marketing. Marketing relying on experience has been unable to gain market competitiveness, and knowledge has become the core content of marketing. When launching marketing activities, enterprises should add knowledge and cultural connotation. The effective dissemination and application of knowledge can not only bring added value to enterprises, but also help consumers acquire relevant professional knowledge. Therefore, enterprises should constantly strengthen the concept of knowledge marketing. Moreover, enterprises should carry out experiential marketing. With the rapid development of economy and the continuous improvement of social level, people not only pay attention to the value that products can bring, but also pay more attention to the experience in the use or consumption of products. Therefore, enterprises should adopt an experiential marketing model, strengthen interaction with consumers, and jointly create an experience environment to enable consumers to obtain personalized experience, so that consumers can have a deep impression on the enterprise and obtain spiritual satisfaction. Then, enterprises should establish the concept of global marketing. Economic globalization urges enterprises from all over the world to go abroad, promote their own products and services to countries around the world, and seek development opportunities in the global market. Under the background of economic globalization, Chinese enterprises should also constantly expand the scope of marketing and apply new marketing concepts to guide marketing activities in the international market.
（2） Marketing method innovation mainly includes the following points
First, technological innovation. With the continuous development of science and technology, modern electronic means and communication technology have been widely used in marketing. Chinese enterprises should broaden the traditional marketing methods, take comprehensive consideration of the actual situation of the market, make full use of electronic means and communication technology, and constantly develop new marketing channels. Then, service innovation. With the continuous improvement of social civilization, people's personalized needs have become increasingly prominent. Chinese enterprises should develop more service projects to provide consumers with high-quality, personalized services, so as to promote the formation of good relations between enterprises and customers. Finally, market innovation. The rapid development of market economy has made the market competition between enterprises in China more and more fierce. Enterprises usually use price wars, but the economic benefits of both sides are damaged. Therefore, enterprises should constantly develop new markets, with consumers' personalized needs as the core.
5、 Summary
At present, China's market economy has entered a new period of development, which has created a good environment for the development of China's enterprises and brought more opportunities and challenges. Under this background, China's enterprises should strengthen marketing innovation, strive to expand the market scope, so as to promote the long-term and stable development of enterprises.
reference
[1] Jiang Fan, Jing Ying. Discussion on the New Thinking of Enterprise Marketing Strategy under the New Economic Background [J]. Modern Commerce, 2015, 07:47-49
[2] Yang Shuli. On Marketing Innovation in the New Economy [J]. Science and Technology Information, 2014, 15:346+350
[3] Luo Dongshuai. Innovative Development of Power Marketing under Market Economy [J]. Heilongjiang Science and Technology Information, 2015, 07:69
Author: Guo Yanchun Unit: Tianjin Steel Pipe Group Co., Ltd
