市场营销作为贯穿企业经营整个过程的企业活动,在知识经济来临之际,无论在观念上还是在实践中都面临着创新的冲击。 一、观念创新:知识经济时代的营销基础 营销观念作为企业营销活动的指导,是随着时代变迁而不断演化发展的。知识经济时代的来临,带来了社会经济、技术、文化、竞争等环境因素的变化,使市场竞争日趋激化、市场需求 As an enterprise activity running through the whole process of enterprise management, marketing faces the impact of innovation both in concept and in practice when the knowledge economy is approaching. First, the concept of innovation: the era of knowledge-based marketing, marketing concept of marketing as an enterprise marketing concept, as the times evolve and evolve. The advent of the era of knowledge-based economy has brought about the changes of environmental factors such as social economy, technology, culture and competition, intensified market competition and the market demand