本文立足于社会主义市场经济的发展和知识经济时代的挑战，提出了建立市场营销创新体系这一重大课题。把市场营销思维创新、观念创新、方法与技术创新作为建立市场营销创新体系的关键加以详细的论述。并且着眼于发展的根基，探讨了建设有中国特色市场营销学，为建立市场营销创新体系提供理论支撑的必要性、可行性和紧迫性。 Based on the development of socialist market economy and the challenge of knowledge-based economy, this article puts forward the major issue of establishing an innovation system of marketing. The marketing thinking innovation, concept innovation, methods and technological innovation as the key to establish a marketing innovation system to be discussed in detail. It also discusses the necessity, feasibility and urgency of establishing marketing with Chinese characteristics and providing theoretical support for the establishment of marketing innovation system.