营销创新就是根据营销环境的变化情况,并结合企业自身的资源条件和经营实力,寻求营销要素某一方面或某一系列的突破或变革的过程。在这个过程中,并非要求一定要有创造发明,只要能够适应环境,赢得消费者的心理且不触犯法律、法规和通行惯例,同时能被企业所接受,那么这种营销创新即是成功的。菲利普·科特勒曾把人的消费分 Marketing innovation is based on changes in the marketing environment, combined with their own resources and business conditions of resources, to seek a certain aspect of marketing elements or a series of breakthroughs or changes in the process. In this process, it is not necessary to create inventions. This kind of marketing innovation is successful as long as it can adapt to the environment, win consumers’ minds without violating laws, regulations and common customs and can be accepted by the enterprises. Philip Kotler used to divide people’s spending