现代企业正处在不断创新与变革的时代,这使得企业的生存空间充满了风险和不确定性,也使传统的营销方式面临新的挑战。过去,也讲向管理要效益,但这个时候,更显得份量大了。因此,企业已经面临用一种新的方式来思考营销问题的时候了。笔者以为,市场经济条件下,营销管理的关键是营销创新。本文试图从理论与实践的结合上谈点认识。 一、以动态营销取代静态营销。现代企业必须抛弃过去传统的以静制动、以不变应万变的静态营销思想,时刻保持高度的危机感和紧迫感。因为在计划经济时期,企 Modern enterprises are in an era of constant innovation and change, which makes the company’s living space full of risks and uncertainties, and also makes traditional marketing methods face new challenges. In the past, we also talked about the benefits of management, but this time, it seemed even more weighty. Therefore, companies have already faced a new way to think about marketing issues. The author believes that under the conditions of market economy, the key to marketing management is marketing innovation. This article attempts to discuss the understanding from the combination of theory and practice. First, replace static marketing with dynamic marketing. Modern enterprises must abandon the traditional static marketing ideas that are based on static braking and remain unchanged, and always maintain a high level of sense of crisis and urgency. Because in the period of planned economy, enterprises