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面对社会需求不旺,科技与信息高速发展,全球化经济竞争日益加剧的严峻挑战,提高企业全方位营销创新能力至关重要。经对世界知名企业开掘市场的奇特思路研究,看到企业现代营销创新不仅直接关系到需求扩大,还影响到产品创新与市场创新的进程。爱立信公司负责市场经营经验认为,爱立信之所以能够与摩托罗拉争强于中国电信市场,主要得力于不懈的营销创新和对市场开掘精神。这对我们的企业实施营销创新并推动需求扩张是很有启迪的。
In the face of sluggish social demand, rapid development of science and technology and information, and increasingly severe challenges in the global economic competition, it is of utmost importance to improve the company’s ability in all aspects of marketing innovation. After researching the strange ideas of world-renowned companies in digging the market, we can see that corporate modern marketing innovation not only directly affects the expansion of demand, but also affects the process of product innovation and market innovation. Ericsson’s experience in market operations suggests that Ericsson’s ability to compete with Motorola in the Chinese telecommunications market is mainly driven by unremitting marketing innovation and a spirit of market digging. This is instructive for our company to implement marketing innovation and promote demand expansion.