ChineseEnterprises’MarketingStrategyInnovationUndertheNewEconomicEnvironment[权威资料].doc

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1、Chinese Enterprises Marketing Strategy Innovation Under the New Economic Environment bstract As Chinas 40th reform and opening-up anniversary approaches， earthshaking changes have taken place in Chinas corporate marketing. In the past 30-odd years， Chinese enterprises have taken an imitation path mo

2、st of the time. However， after entering the 21st century， is the path still applicable to Chinese market？ With accelerated global economic integration， does the path still meet the demands of Chinese market？ Should it keep copying or open up a way of innovation？ Domestic and foreign experts and scho

3、lars as well as the corporate circle provide their own opinions. China has its own conditions and market status. However， on the contrary， numerous Chinese enterprises cant combine the path with their actual conditions， which is fatal to an enterprise. Temporary prosperity doesnt necessarily make Ch

4、inese enterprises “evergreen trees”. Advanced economy with rich cultures is one of market economic forms. Such economy is innovative and its function is to promote constant growth and sustainable development of market economy. Hence， under the new situation of knowledge-based economy， enterprises ab

5、ility is determined by their innovation ability. Key words： Marketing， Strategy， Innovation INTRODUCTION Under the new economic environment， the market competition is especially intense amid Chinese enterprises. With constant economic development and social progress， if enterprises want to remain in

6、vincible on the market， they must conduct strategic innovation， establish improved market strategy innovation system and have their own marketing philosophies on the market. Besides， they should constantly reform their own philosophies as the society develops， abandon backward marketing philosophy，

7、build marketing philosophy that goes with the market and social trends， reasonably allocate corporate resources， give full scope to their advantages， realize maximized profit and thus promote long-term corporate development. 1. CONNOTATION AND FEATURES OF THE NEW ECONOMY ERA Economists maintain that

8、 “new economy” is economy led by seven high-tech industries including life sciences and biotechnology， new energy technology， new material technology， space technology， marine technology， environmental technology and management technology which are driven by economic globalization and information te

9、chnology revolution. The core of new economy is technological innovation and innovation in a series of driven fields. Global economic integration has promoted the emergence of new economic and meanwhile the development of information technology boosts the appearance of new economy， which will inevit

10、ably speed up the global integration progress in return. New economy has the following features： a） new economy regards high-tech and information， etc. as its motive growth power. b） New economy focuses on intensive mode of production. Enterprises marketing purpose is more apparent and they concentr

11、ate on marketing goals. c） New economy deems e-commerce as its major marketing channel and network marketing play an important role in the entire market. 2. INFLUENCES OF THE NEW ECONOMY ERA OVER CHINESE ENTERPRISES MARKETING 2.1. Formation of the Buyers Market The year of 1996 is a crucial year whe

12、n the buyers market was formed in China. The success of economic “soft landing” led to overall surplus on Chinese market. Surplus happened in means of livelihood and means of production， and even “bottleneck industries” which have long disturbed Chinas economic development such as electricity， coal

13、and transportation experienced excessive supply. Chinese market has turned into the buyers market from the sellers market. Under the sellers market conditions， the total supply is smaller than the total demand. Enterprises can make profits as long as they imitate others production and marketing mean

14、s. However， under the buyers market conditions， the total supply is greater than the total demand so its hard for enterprises to succeed by following suit. Only when they take the innovation path and form their marketing features can they truly survive and develop. Chinese market in the 21st century

15、 is a long-term buyers market. Persistence in marketing innovation is the secret enterprises to be established in the buyers market. 2.2 Influences of WTO Entry over Chinese Enterprises Marketing China eventually joined in WTO after a dozen of years Marathon negotiation. After Chinas entry into WTO，

16、 it will further open its domestic market and reduce tariff， which will inevitably attract more foreign enterprises and products to enter Chinese market， thus nationalizing the international competition. Foreign enterprises usually have abundant strength and strong marketing. If domestic enterprises

17、 want to contend against them， they should unite and strengthen marketing innovation. If they just follow what foreign enterprises do in marketing， they will be likely to be defeated in the contest. Hence， after Chinas entry into WTO， it faces more intense market competition and stronger foreign riv

18、als. Only marketing innovation can bring about success. 2.3 Challenge of Knowledge Economy The development of knowledge economy has proposed higher innovation requirements for enterprises marketing. Nowadays， the world economy is moving towards knowledge economy， which is a major blow to enterprises

19、 traditional business patterns. In particular， it influences enterprises marketing to a great extent： marketing subjects are getting diversified and consumption models are more intelligent； consumers emphasize their own individualized demands and pursue differentiation； at the same time， with rapid

20、improvement of production technologies， the life cycle of products and new product research and development period are greatly shortened， thus speeding up update and upgrade of products. Under such circumstances， enterprises must keep a close eye on market changes and innovate in their marketing mod

21、els and strategies in order to maintain stable and rapid development. 2.4 Requirements of Sustainable Development In the new economy environment， Chinese enterprises should stick to the principle of sustainable development in their marketing strategy. With constant development of social economy and

22、improvement of material level， a series of development problems have emerged， such as damage of ecological environment， excessive population increase and severe environmental pollution. In this way， mankind should develop economy while other aspects are coordinated. Enterprises should pay attention

23、to the guiding role of marketing in social sustainable development and boost sustainable and healthy development of social economy through marketing model innovation. 3. PROBLEMS EXISTING IN CHINESE ENTERPRISES MARKETING AND SOLUTIONS 3.1 Analysis of Problems Existing in Chinese Enterprises Marketin

24、g Marketing innovation is extremely important for corporate development. The following problems still exist in the marketing of Chinese enterprises： Firstly， enterprises marketing concepts are conservative. Affected by the planned economy system， many Chinese enterprises cannot have enough insight i

25、nto the buyers market and still apply traditional production and production concepts in their marketing activities. Today， with social economy development， Chinas economic market has become a buyers market and the total supply of products is far greater than the buyers demands. Under such social eco

26、nomic context， if enterprises keep imitating others marketing methods or use traditional ones， they can no longer satisfy the demand for corporate development. The buyers market will exist for a long time to come. Strengthening innovation in marketing is an important channel for enterprises to gain

27、development vitality. Secondly， marketing features are not obvious. Enterprises marketing strategy plays an important role in corporate competitiveness. However， many enterprises fail to find a marketing strategy with clear directions so they cant find their way and have no way of formulating reason

28、able marketing methods. China has joined in WTO and more overseas products enter Chinese market. China faces not only domestic competition but also internationalized market competition. Enterprises falls short of marketing models with Chinese characteristics and cannot find their foothold on the mar

29、ket. Thirdly， enterprises marketing innovation ability is insufficient. Todays era is a knowledge economy era and knowledge becomes the optimal competition rather than the industry does. In the knowledge economy era， more requirements are proposed for enterprises innovation ability. Only innovation

30、ability can make enterprises obtain development impetus. Amid enterprises innovation abilities， marketing innovation ability is the top priority. Many Chinese enterprises have followed traditional marketing models all the time so their profit level isnt improved and even falls back. 3.2 STUDY ON SOL

31、UTIONS FOR PROBLEMS EXISTING IN CHINESE ENTERPRISES MARKETING To be successfully included in the worlds market mainstream， Chinese enterprises need to reform their marketing concepts and methods， motive their innovation and promote the generation of opportunities. First of all， strengthening innovat

32、ion in marketing concepts. To realize such innovation， enterprises should work out new marketing concepts first ranging from enterprises product concept and detailed production theories to sales concepts. Market changes and changes in corporate development goals lead to changes in marketing concepts

33、. With rapid development of network technology， the internet has become an important factor influencing marketing. Corporate managers should go beyond their traditional market concepts first， expand the marketing scope to the entire world and set up the philosophy of international marketing. In addi

34、tion， they should get rid of homogenous marketing philosophies， organize marketing activities with custom-made methods， transform from single marketing to multi-directional marketing， and reinforce marketing interaction. In traditional marketing activities， marketing information is delivered one way

35、 and consumers have always been passive. At present， corporate managers need to conduct practical surveys on the market， make product design standards based on their needs， facilitate interactive marketing and realize innovation in corporate marketing. Secondly， strengthening innovation in marketing

36、 strategy. Whether product marketing strategy is in line with the market demand or not directly influences their sales. The development of network economy makes changes take place in basic product concepts and significance. Product knowledge is rapidly increased and product variety is richer. Servin

37、g knowledge is also an important product. Hence， at a corporate level， enterprises need to innovation in product marketing strategy. In the innovation process， they should attach importance to information technology， update product types with advanced information technology and thus meet with consum

38、ers multiple demands. Besides， they should start from network economy environment， learn more about their personalized consumption demands and provide more and better services for consumers. Enterprises shall also be concerned with innovation in product price strategy. The rapid development of netwo

39、rk expands the online sales. Information communication timeliness is greater and market influences are greater in the marketing process. Enterprises should focus on reasonability of product price and let consumers see the best price first time， thus promoting the implementation of consumption behavi

40、ors. Thirdly， strengthening innovation in marketing management. In traditional marketing management process， managers attach importance to the business volume. In todays new marketing environment， marketing managers pay more attention to marketing behavior quality. Marketing goals not only include r

41、eduction of marketing cost and enhancement of efficiency but also business expansion and improvement of customer loyalty. Marketing innovation requires enterprises to care about the maintenance of relations between enterprise and customers， use new management concepts to set up innovative marketing

42、systems， let customers know the corporate development direction all the time， strengthen product planning and design， and provide one-stop marketing from product design and production to logistics. Such marketing behaviors can win trust from customers more easily， intensify marketing innovation and

43、expedite corporate development. 4. SIGNIFICANCE OF INNOVATION IN CHINESE ENTERPRISES MARKETING 4.1 Increasing Long-term and Efficient Economic Benefits for Enterprises Marketing innovation enables internal corporate resources to be allocated in a better way and enhances their utility rate， thus guar

44、anteeing maximized economic benefits while reducing corporate cost. Moreover， marketing innovation can build a favorable corporate image which can bring about long-term profits for enterprises. 4.2 Creating Favorable Social Benefits for Enterprises Under the new economic conditions， marketing innova

45、tion can not only create permanent and high profits for enterprises but also enhance their sense of social responsibility. Meanwhile， the corporate image can be well shaped in the eyes of consumers， thus making the enterprise enjoy a good reputation. Besides， corporate marketing innovation can impro

46、ve the life quality of social groups and promote enterprises to carry out further sustainable development and set up favorable environment thats suitable for corporate survival and growth as well. 4.3 Reducing Government Management and Barriers to Enterprises Enterprises can shoulder more social res

47、ponsibilities and reduce government control over enterprises via marketing innovation. Marketing innovation not only brings economic benefits but also strengthens their strengths to fight against domestic and foreign enterprises. As a result， marketing innovation is an inevitable choice for enterpri

48、ses. 5. INNOVATION IN CHINESE ENTERPRISES MARKETING STRATEGY AND ITS IMPLEMENTATION 5.1 New Product R Under the new economy conditions， enterprises pay close attention to the development of science and technology， research and develop products independently with the most advanced technologies or wor

49、k together with scientific research institutes and enterprises to develop products （services） based on customers demands. Innovation is reflected in the following aspects： Firstly， innovation is conducted in product standards. They strictly follow the national or industrial standards in the product development process a