宁波裕人企业营销创新研究毕业论文.docVIP

毕业论文 （20_ _届） 宁波裕人企业营销创新研究 摘 要 营销创新是我国企业与国际竞争环境接轨的必然结果，亦是企业在竞争中生存与发展的必要手段。在日益激烈的竞争环境下，创新已成为企业赢得可持续竞争优势的关键，营销创新是提高企业市场竞争力最根本、最有效的途径。另外，通过营销创新，企业能科学合理的整合各种资源，并能提高产品的市场占有率。本文在创新理论的基础上，结合当前通过案例研究方法对其创新方式、过程和路径进行了系统的归纳与总结，。 本文关键词：；宁波 Abstract Marketing innovation is our business and international competitive environment the inevitable result of convergence, is also the enterprise survival and development in the competition a necessary means. In the increasingly intense competitive environment, Ningbo has become the marketing innovation of private enterprises to win the key to sustainable competitive advantage; Marketing innovation is to improve the market competitiveness of enterprises the most fundamental and most effective way. In addition, through marketing innovation, enterprises can integrate various resources of scientific and rational, and to increase market share. In this paper, based on the theory of marketing innovation, combined with the current situation of the development of Private sector, selected in the success of marketing innovation in the Yu-person enterprise in Ningbo as an example, through case study method for its use of innovative ways of marketing, process and path of the system Induction and summarized, and other marketing innovation of private enterprises to make recommendations. This article will theory and practice of marketing innovation conference marketing innovative ways to take people to the actual margin combined analysis of case-based, the specific meeting for the margin of human enterprise marketing mode of analysis.private enterprises in innovative marketing conference marketing companies use to inspire, to help enhance the competitiveness of its ability to achieve good results. Keywords: Innovative Marketing; Conference ; Yu-person enterprise in Ningbo; competitiveness 目 录 1 1 1.1 选题背景 1 1.2 研究意义 1 1.3 研究内容框架与方法 2 2 相关理论回顾 3 2.1 概念界定 3 2.2 研究现状 3 2.3 民营企业营销现状分析 5 2.3.1 市场适应性强，但市场竞争力弱 5 2.3.2 营销创新能力差 6 2.3.3 营销观念落后，缺乏理性的营销战略 6 2.3