随着我国汽车工业的迅猛发展,车用润滑油市场的竞争变得异常激烈。面对不断变化的营销环境,惟有审时度势不断创新才能跟上时代的步伐,才能在竞争中立于不败之地。本文从营销环境的变化着手,分析营销创新的必要性,并提出了营销创新体系的构建以及在营销创新中应注意的问题。 With the rapid development of China’s auto industry, auto lubricants market competition has become extremely fierce. In the face of ever-changing marketing environment, only the pace of continuous innovation in order to keep up with the pace of the times in order to remain invincible in the competition. This article starts from the change of marketing environment, analyzes the necessity of marketing innovation, and puts forward the construction of marketing innovation system and the problems that should be paid attention to in marketing innovation.