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对于企业来讲,要想获得长远发展,必须依靠知识与信息的作用,在生产经营中对智力的依赖程度逐渐高于对体力的依赖程度。在这种以知识密集型和智慧型经济形态为代表的时代下,传统的生产生活方式、社会的经济、文化与政治等多方面都发生了深刻变革,企业的现存环境也是发生了翻天覆地的变化,其市场营销行为受这场革命的影响也势必发生变化。本文对知识经济及其特征做了详细介绍,指出了知识经济时代市场营销的概念,为了确保企业市场营销能够适应时代变化,对知识经济时代我国市场营销的创新发展策略做了深入研究。
For enterprises, in order to obtain long-term development, we must rely on the role of knowledge and information in the production and operation of the degree of dependence on intelligence gradually higher than the physical dependence. Under such an era characterized by knowledge-intensive and smart economic forms, profound changes have taken place in many aspects of the traditional modes of production and life, social economy, culture and politics, and the existing business environment has undergone tremendous changes. , Its marketing behavior is bound to change under the influence of this revolution. This paper introduces the knowledge economy and its characteristics in detail, and points out the concept of marketing in the era of knowledge economy. In order to ensure that the enterprise marketing can adapt to the changes of the times, this dissertation makes an in-depth study on the innovation and development strategy of China’s marketing in the era of knowledge-based economy.