如何加强消费教育和引导、提振消费信心、增加内需,是我国消费品市场目前面临的首要问题。本文从消费品生产主体——企业的角度,提出做好知识营销是企业实现消费者教育的有效手段,讨论了知识营销对企业重建与消费者的信任关系、培养消费者正确的消费理念、培育健康市场环境、迎接知识经济时代挑战的重要性,提出了知识营销应作为企业的长期经营策略。 How to strengthen consumer education and guidance, boost consumer confidence and increase domestic demand are the primary issues facing the consumer goods market in China. From the perspective of the main body of consumer goods production companies, this paper puts forward that doing a good job of knowledge marketing is an effective means for enterprises to achieve consumer education. It discusses the relationship between knowledge marketing and corporate rebuilding and consumers’ trust, cultivates consumers’ correct consumption concepts, and cultivates health. The market environment and the importance of meeting the challenge of the era of knowledge-based economy suggest that knowledge marketing should be used as a long-term business strategy.