What is the research (application) of marketing innovation of small and medium-sized enterprises in China at home and abroad at present?

The research on marketing innovation abroad started earlier, and different concepts and theories were put forward. Theodore? 6? 1 Levitt put forward the idea of "global marketing", Schultz put forward integrated marketing, Barbara? 6? 1 Bender？ 6? 1 Jackson emphasized the importance of relationship marketing, and Sanfit's research further believed that marketing innovation, as a part of strategic innovation, is an enterprise capability, which is manifested in creating new value for customers, weakening competitors and creating new wealth for all stakeholders.

The research on marketing innovation in China is relatively late, but it has entered the era of comprehensive innovation and expansion from the stage of pure theoretical research. For example, Li's "Establishing Marketing Innovation System", Chang Yongsheng's "Talking about Marketing Innovation and Application in the New Economic Era", Zhao Jingjie's and Yang Gang's "Talking about Enterprise Marketing Innovation in the New Economic Era" and so on. However, due to the lack of effective exploration of the application of western marketing theory to China practice and the lack of attempts to innovate China's marketing theory, these papers failed to effectively combine modern marketing theory with China's national conditions and find ways for China enterprises to innovate in marketing.

This paper studies ...