| 知识经济时代的创新营销 |
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| 引用本文： | 刘波,叶明海.知识经济时代的创新营销[J].武汉科技大学学报(社会科学版),2000,2(3):21-25. |
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| 作者姓名： | 刘波 叶明海 |
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| 作者单位： | 1. 同济大学中德学院,上海 200092
2. 同济大学经济与管理学院,上海 2000092 |
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| 摘 要： | 从保持和发展企业创新能力出发,探讨了传统的顾客导向的营销观念的缺陷,认为在知识经济时代,营销成功的关键在于要将企业的创新能力与顾客需求并重,对营销组合进行完善,提出4Ps+I的新营销组合模式.此外还指出了营销过程中要重视顾客学习能力的问题.
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| 关 键 词： | 创新营销 创新能力 知识经济 顾客学习能力 市场营销 |
| 文章编号： | 1009-3699(2000)03-0021-05 |
| 修稿时间： | 2000年4月15日 |
Innovative Marketing in the Era of Knowledge Economy |
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| LIU Bo YE Ming-hai,YE Ming-hai.Innovative Marketing in the Era of Knowledge Economy[J].Journal of Wuhan University of Science and Technology(Social Science Edition),2000,2(3):21-25. |
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| Authors: | LIU Bo YE Ming-hai YE Ming-hai |
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| Abstract: | Starting from the discussion of retaining and developing the enterprise's innovative capability, the paper has studied the defects of traditional customer oriented marketing strategies. It proposes that, in the era of knowledge economy, the success of marketing lies in attaching equal importance to the enterprise's innovative capability and the customer's demands in order to perfect the marketing package. On this basis, the paper has put forward a new marketing model named 4Ps I. Furthermore, it points out that the customer's learning capability must be taken seriously in the marketing process. |
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| Keywords: | innovative marketing innovative capability knowledge economy learning capability of customers marketing |
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