Study Of Innovation Of Marketing For Chinese Enterprises In The Background Of New Economy

Nowadays world economy is developing with the unresisting trend of integrated global market, digital business survival and internationalized business competition, which is represented by Internet, knowledge-based economy and high and new technology with new economy seeing satisfaction of consumer's needs as cores. Standing in the crossing of new and old economy, marketing is in such environment of strong competition and changes. The development of new economy calls for a new way of marketing to satisfy the needs of market development. Marketing innovation is the most essential and effective way to improve the competitive ability of market for enterprises, particularly for Chinese enterprises within the big tide of integral worldwide economy. Facing the dual challenges of new economy and the entry to WTO, enterprises in China have no choices but to be innovative. Therefore, it is of great significance in theory and practice to discuss the contents and features of marketing models in the background of new economy and have the breakthrough on the theories and practice promoting enterprises in China to compete in international market and occupy international market.In the first place, the thesis analyzes the connotations and features of new economy which has forces to traditional marketing and sums up questions that want attention of the marketing concept innovation for new economy, marketing organizational innovation, marketing strategic innovation and marketing innovation.In the second place, the thesis raises respectively the countermeasures for enterprises in China in terms of the mam features of globalization, Internet and continuity in new economy with the aim of international marketing, online marketing and green marketing etc.Finally, the thesis brings respectively up with development countermeasures for enterprises in China aiming at other marketing innovation in theory and practice in new economy, such as Service Marketing, Knowledge-based Marketing, IMC and Relationship Marketing etc.The full passage falls into six categories: the meaning, general situation of domestic and international research and research methods for the entry new economy and marketing innovation globalization and international marketingnetwork and online marketingcontinuity and green marketingmarketing innovation in theory and practice in new economyPostgraduate: Wang DuchunMajor: Agricultural Economic ManagementSupervisor: Prof. Liang Xueqing...