市场营销已经成为增强企业核心竞争能力、扩大市场份额和品牌的影响力的重要途径。面对国际竞争的挑战,企业市场营销手段的创新与实践是当务之急。通过对市场营销概念的探讨,总结了创新市场营销手段的主要内容和方法,并以中铁集装箱运输有限责任公司为例,阐述了其创新市场营销手段的探索与实践。 Marketing has become an important way to enhance the core competitiveness of enterprises, expand market share and brand influence. In the face of the challenge of international competition, innovation and practice of marketing means of enterprises are urgent tasks. Through the discussion of marketing concept, the author summarizes the main contents and methods of innovative marketing methods. Taking China Railway Container Transport Co., Ltd. As an example, this paper expounds the exploration and practice of its innovative marketing methods.