随着信息技术的发展和制度环境的变迁,企业正面临着商业环境的巨大变革。无论是新业务的出现、社会化网络和媒体的兴起、还是大数据时代的到来,都为企业营销创新活动提供了无限的可能性。在这种环境下,企业的营销创新变得更加容易和便利,创新成本正逐渐降低,创新方法也趋于多样化,新产品和服务被不断地创造出来。不仅如此,企业营销创新范式也在不断地发生转变,具有前瞻性视野的公司正从封闭式创新走向开 With the development of information technology and institutional environment, enterprises are facing a huge change in the business environment. Whether it is the emergence of new business, the rise of social networks and media, or the advent of the Big Data era, there are bound to be endless possibilities for corporate marketing innovation. Under such circumstances, the marketing innovation of enterprises becomes easier and more convenient, the cost of innovation is gradually reduced, the methods of innovation tend to be diversified, and new products and services are continually being created. Not only that, but also the business marketing innovation paradigm is constantly changing, forward-looking companies are moving from closed innovation to open