1. strategy is to determine the long-term development goals of enterprises and point out the strategies and ways to achieve them. The goal set by the strategy must be consistent with the purpose and mission of the enterprise. Strategy is an idea, a way of thinking, an analytical tool and a long-term and overall plan.
2. Marketing refers to the overall marketing activities of enterprises to provide goods or services to meet the needs of consumers or users.
Marketing strategy —— Based on the established strategic objectives of the enterprise, the comprehensive factors that must be paid attention to in the process of market transformation, such as the determination of customer needs, the analysis of market opportunities, the analysis of their own advantages, the reflection of their own disadvantages, the consideration of market competition factors, the prediction of possible problems, and the cultivation and promotion of teams, are finally determined as the direction and criteria for guiding the enterprise to transform its established strategy into the market.
Innovation strategy—
Innovation is the soul of the era of knowledge economy. The era of knowledge economy provides a good external environment for enterprise innovation. As the basic strategy of enterprise marketing, innovation mainly includes the following aspects. (1) Conceptual innovation. Knowledge-based economy is a challenge to the old traditional concepts of human beings, as well as to the modern marketing concepts. In order to adapt to the new economic era and make the innovation strategy fruitful, we must establish a new concept, that is, taking conceptual innovation as the guide and driving other innovations to go hand in hand. First of all, we should correctly recognize and understand the value of knowledge. Knowledge is not only an indispensable resource for an enterprise, but also a real source of power for its development. At the same time, under the condition of market economy, knowledge itself is a commodity with value. Secondly, we should have a strong sense of innovation and consciously improve our innovative ability. If you don't innovate, you can only run out of water and go to a dead end; Innovation is the most fundamental and effective means to improve the marketing competitiveness of enterprises. Marketing innovation is not an individual behavior of an enterprise, but an organized overall activity in which all employees participate. (2) Organizational innovation. Organizational innovation includes organizational form, management system, institutional setup and rules and regulations, which is the guarantee of marketing innovation strategy. The work in this area is still very arduous. For example, in organizational form, many enterprises have not completed the transformation of modern enterprise system, and the old organizational form has become a stumbling block to enterprise innovation to a certain extent. Unreasonable institutional setup and fine division of labor are not conducive to innovation. (3) Technological innovation. With the acceleration of scientific and technological progress, new technologies are constantly emerging, and the life cycle of technology tends to be shortened. Technological innovation is the core of enterprise marketing innovation. Generally speaking, large and medium-sized enterprises should have their own R&D institutions. It is necessary to constantly develop new technologies to meet the new needs of customers, and even traditional products should increase their technical content. (4) product innovation. Technological innovation will eventually be implemented in product innovation, so product innovation is the key. Due to the accelerated frequency of technological innovation, the market life of new products is getting shorter and shorter. (5) Market innovation. The market is complex and changeable. The unsatisfied demand of consumers exists objectively. Marketers should be good at catching market opportunities, discovering new demands of consumers and seeking the best target market. At present, many enterprises in China do not attach importance to market segmentation, fail to see the difference of consumer demand, regard all parts of the country as their own markets, and lack pertinence in market innovation, which leads to the reduction of marketing effect and competitiveness. In market innovation, on the basis of scientific market segmentation, it is very important to find out the innovation points from the differences of consumers' different needs.
In short, in the era of knowledge economy, innovation strategy is the lifeline of enterprise survival and development. Idea innovation is the forerunner, organization innovation is the guarantee, technology innovation is the core, product innovation is the key, and market innovation is the destination.