论通达公司营销创新的应用 [中文摘要] 在当今企业营销中，无可置疑，可口可乐、百事可乐、海尔、宝洁等都是杰出的营销高手，新招不断，令人耳目一新，赢得了消费者，占领了市场。当这些国际型大公司，以全新的营销模式出击国内市场时，许多国内企业自认为“优秀”的营销模式已变得黯淡无光。另外，可口可乐与百事可乐的百年大战同样给了我们一个很好的启示：一味的模仿只会永远处于落后状态，只有敢于创新、勇于挑战，才能在激烈的竞争中赢得优势。因此，在我国这个环境变化多端、竞争日趋激烈，消费者越来越成熟、越来越理智的市场中，要想赢得消费者、赢得竞争优势，必须在变化的环境中变革营销模式和运用具有创造性的营销手段。目前，企业所要面对的是更为激烈的国际竞争，所以营销创新成为当前企业营销管理的重要研究课题之一。本文根据当今中国企业营销形势,首先从创新的起源介绍了营销创新的概念及特点,然后从我国中小企业－通达公司所面临的市场环境变化及严峻市场形势、企业专业技术人才及营销队伍的缺乏和企业对营销网络功能的忽视几个角度分析通达公司营销创新的劣势，再从通达公司受传统因素影响相对较少，易于创新；规模小，易于“变通”；公司时刻关注市场的变化和顾客的需求,及时满足顾客的需要三方面分析公司营销创新的优势。并进一步从社会市场营销观念创新、营销组织创新、强化产品创新、 营销渠道创新层面论了通达公司的营销创新策略。 [关键词] 通达公司 营销 创新 [ABSTRACT] In now enterprise marketing, indubitable, the Coca-Cola, Pepsi Cola, Haire, valuable clean and so on all are the outstanding marketing masters, new move unceasingly, showy, has won the consumer, has seized the market.When these transnational big company, launches an attack the domestic market by the brand-new marketing pattern, many domestic enterprises confessed is “outstanding” the marketing pattern has become gloomy.Moreover, the Coca-Cola and Pepsi Cola's hundred years war has similarly given us a very good enlightenment: The constantly imitation only can forever be at backwardness condition, only then dares to innovate, dares to challenge, can win the superiority in the keen competition.Therefore, in our country this environment changeable, the competition is day by day intense, the consumer is more and more mature, more and more in the reason market, must want to win the consumer, to win the competitive advantage, must transform the marketing pattern and the utilization in the change environment has the creative marketing method.At present, the enterprise needs to face is a more intense international competition, therefore the marketing innovation becomes one of current enterprise marketing management important research topics.This article according to now the Chinese Enterprise marketing situation, first introduced from the innovation origin the marketing innovation concept and the characteristic, then the market environmental variation and the stern market situation, the enterprise specialized technology talented person and marketing troop's lacking which faces from Our country Small and medium-sized enterprise - understanding company with the enterprise to the marketing network function nf neglect several angle analysis understanding company marketing innovation inferiority, again from the understanding company the traditional factor influence relative few, easy to innovate; The scale is small, easy “to be accommodating”; The company time pays attention to the market the change and customer's demand, satisfies customer's need three aspects to analyze the company marketing innovation promptly the superiority.And further from the social market marketing idea innovation, the marketing organization innovation, the strengthened product innovation, the marketing channel innovation stratification plane elaborated the understanding company's marketing innovation strategy. [Key words ] Tongda； Marketing； innovation
