21世纪是知识经济时代,知识经济是创新的经济;21世纪的中国市场已完全属于买方市场。同时,由于2001年中国加入WTO,中国市场竞争更加激烈。这就要求21世纪的中国企业在生产、营销和管理等方面进行创新,其中,营销创新作为企业发展壮大的推动力之一,对企业来说越来越重要。 The 21st century is the era of knowledge-based economy, knowledge-based economy is an innovative economy; the 21st century, the Chinese market has completely belongs to the buyer’s market. In the meantime, due to China’s accession to the WTO in 2001, competition in the Chinese market is even more fierce. This requires Chinese enterprises in the 21st century to innovate in production, marketing and management. Among them, marketing innovation, as one of the driving forces behind the growth of an enterprise, is becoming more and more important to enterprises.