The Research Of Marketing System About LittleDuck Co. Based On Knowledge Marketing

Knowledge Marketing(KM), a new concept and way of marketing, takes its root in the background of Knowledge Economy. It's practically based on knowledge products and workers. It's very important to cultivate and improve business core competitiveness by effectively carrying out KM. Early research results have been summarized after the introduction of theoretical development on KM. Overseas and domestic cases that apply KM to practice are enumerated and analyzed.Xiaoya Co. rose in the spring tide of China's market reform, and fell in the fierce market competition. It's not well known to people outside Xiaoya Co. that its last splendid seccess benefits from the practicing of KM, but such good practice was dropped for some reasons. Xiaoya's past experience and current dilemma are presented, summarized, and analyzed. It is essential for Xiaoya Co. to re-construct the KM system and put it into use effectively in order to extricate itself from the predicament and re-establish its market position. The focal point of constructing the new system is to establish the KM strategy. The blueprints for Xiaoya's KM system are drafted based on the marketing system design principal, strategy, market segmentation and target market selection, and policy making after analyzing its business managing conditions. The effectiveness of KM can only be verified by putting it into practice. The company hierarchy is re-designed to warrant practicing this new marketing system effectively. The key to the success of KM is the marketing team building. The competence level and ability of employees can be improved by training and learning. It is also vital to enhance employees' enthusiasm by setting up the performance appraisal system. Because the company achievement comes from each individual business unit, the result of the new system can be achieved in regional marketing work. There must be many difficulties and challenges in the process of practicing KM, such as lack of understanding, system or policy mistakes, or how it's carried out by each individual, and so on.Nowdays, the way out for enterprises to expand or struggle for existence is to make self-innovations and build core competitiveness. KM, as a new way of marketing in Knowledge Economy, can cultivate, build, and improve core business competitiveness and lay a solid foundation for business success if making great effort continuously.