With the advent of the era of knowledge economy, the application of knowledge management in modern enterprises is becoming more and more important. On the basis of summarizing the basic ideas of knowledge management, this paper expounds the application of knowledge management in enterprises from aspects of enterprise knowledge base, enterprise product innovation and enterprise customer management. Keywords: knowledge management knowledge base product innovation customer management Deng Lizhi copyright With the emergence of knowledge economy, meeting the challenges of the knowledge economy era has become a global development strategy. The concept of knowledge as a new resource of enterprises has been gradually recognized and accepted by people. In order to make good use of this resource, knowledge management will become the most concerned topic for enterprise managers. 1. Enterprises under knowledge management and knowledge economy With the advent of the era of knowledge economy, enterprises will gain competitive advantages mainly through knowledge rather than financial capital or natural resources. The knowledge of an enterprise will become the most important resource alongside human resources and capital. Laurence Prusak pointed out that the only thing that can give an organization a competitive advantage is what it knows, how to use the knowledge it has and how to acquire new knowledge at a faster speed. Therefore, knowledge management is in a strategic position in enterprises, and any modern enterprise should consider it from a strategic perspective. (1) The present situation of knowledge management Enterprise knowledge management is a new management idea, which examines and analyzes management problems from a new angle. In recent years, many scholars and groups have put forward the definition of knowledge management from different angles. Representative examples are: "Knowledge management refers to the process of creating, acquiring and using knowledge in order to improve the performance of an organization" (Bassi, 1997). "Knowledge management is a process of systematically discovering, selecting, organizing, filtering and presenting information, aiming at improving employees' understanding of specific problems. Wheat color, 1998. In short, the basic idea of knowledge management is "on the basis of fully affirming the value of knowledge to enterprises, by creating an environment, every employee can acquire and enjoy knowledge. "Use the knowledge and information inside and outside the organization to form personal knowledge and innovate new knowledge on this basis. And support and encourage individuals to apply knowledge to the organization's products and services, and ultimately improve the efficiency and economic benefits of enterprises. " Enterprise knowledge management has three basic functions, as shown in figure 1, namely externalization, internalization and cognitive process. (1) Externalization: Externalization includes a powerful search, filtering and integration tool. It obtains all kinds of explicit and implicit knowledge that are useful to the present and future of the enterprise from the internal and external knowledge of the enterprise, stores it in the knowledge base, classifies the stored knowledge with a file management system, and finds out the hidden connections and relationships between them. (2) Internalization: it refers to finding knowledge related to knowledge seekers in the knowledge base and presenting relevant knowledge to knowledge demanders. The demanders of knowledge will innovate knowledge according to this knowledge, and then circulate it. (3) Cognition: Cognition is the application of knowledge acquired through the exchange with the former function, and it is the ultimate goal of knowledge management. (II) Importance of knowledge management to modern enterprises Knowledge management is very important to modern enterprises. In addition to establishing a mechanism for knowledge accumulation, sharing and transmission within enterprises, it is necessary to strengthen the management of knowledge resources. There are also the following direct factors: the flow of personnel, especially the flow of key personnel, will bring huge losses to enterprises, so enterprises may lose some valuable experience and methods accumulated in years of practice; ● There are fewer and fewer opportunities for direct face-to-face communication between employees; ● Some complex business processes are difficult to be understood and accepted in a short time; ● Conduct customer relationship management, improve customer satisfaction and then improve customer loyalty to the company and brand; ● Due to the continuous generation of knowledge and the strong timeliness of knowledge itself, especially some specialized knowledge, employees have the need to continue to study again to adapt to the changing environment and requirements and meet new challenges; ● Make quick and agile response and adjustment to market changes. Therefore, in order to solve the above situation, it is very necessary for enterprise managers to introduce knowledge management. Knowledge management can provide a new way for enterprise managers to enjoy explicit knowledge and tacit knowledge. Explicit knowledge is easy to organize and store, while tacit knowledge is concentrated in the minds of workers. Knowledge management is helpful to deal with explicit knowledge and tacit knowledge, and show it in a way suitable for social environment. Managers who implement good knowledge management can respond to external demand quickly, use internal resources wisely and predict the development direction and changes of external markets. Second, the application of knowledge management in modern enterprises (I) Knowledge management and the establishment of enterprise knowledge base Most knowledge-based enterprises abroad attach great importance to the organization and construction of enterprise knowledge base, collect a wide range of experiences and knowledge related to enterprise management and development, store and accumulate them by computer and network technology after classification and cataloguing, and become the necessary infrastructure for enterprise knowledge enjoyment and use, constitute an important part of enterprise knowledge management, and form a distribution center for enterprise knowledge resources. However, domestic enterprises are lacking in this respect, so it is very important for modern enterprises to establish enterprise knowledge base for orderly management of knowledge. The knowledge base of an enterprise can be very rich, including: (1) the human resource status of the company. Knowledge management begins with emphasizing the importance of people, people's work practice and culture, and then there are technical problems. Therefore, the company's human resources status is the preferred knowledge base. (2) Various experiences and suggestions of company employees. The successful experience or method suggestions of employees in solving various problems are reviewed by the expert review team, filtered and stored in the knowledge base, and the names of providers are listed to encourage their enthusiasm. (3) Internal information of various departments and local branches of the company. (4) All the information of the company's customers. From this, we can understand the new trend of customer demand and their preference for products. (5) Details of the company's main competitors and partners. This can provide a platform for company personnel to understand the opponent's dynamics. (6) Research documents and reports of internal researchers. The knowledge base with such extensive and rich content provides fast and convenient services for all employees through the internal network system of the enterprise. Employees of the company can use the system to inquire and obtain necessary knowledge and information, and also meet, exchange and discuss various issues on the virtual bulletin board. Enterprise knowledge base is of great help to enterprise knowledge management, mainly including: (1) Enterprise knowledge base is an advanced form developed by these enterprise information bases or databases, which is promoting the transformation from tacit knowledge to explicit knowledge, and promoting the compilation and coding process of tacit experience knowledge that is difficult to "speak" but only "understand" and "teach by example", so as to realize barrier-free communication and * * * enjoyment of more knowledge. The repository is also wider and richer than the general information base. (2) The establishment and function of enterprise knowledge base is to accelerate and improve the orderly process of enterprise knowledge collection and processing, accumulation and exchange, and * * * sharing and utilization. Among them, the classification of knowledge, the opening of current affairs and news columns, the optimization of production methods, the report of successful business experience and management experience, employee suggestions and the entry of customer knowledge into the knowledge base fully illustrate this point. (3) The cultural environment of enterprise knowledge base is the basic condition for its successful establishment and continuous function, and the enterprise culture and the mental state of employees are the main restrictive factors for the construction and development of knowledge base. The cultural atmosphere of enterprise's hard work and continuous development, employees' aggressive and strong desire for knowledge, the spirit of striving for strength, and the character and demeanor of * * * and partners have all become the cultural support and source of strength for the successful practice of enterprise knowledge base. (2) Knowledge management and enterprise product innovation process Knowledge management has played a very important role in the process of enterprise product innovation and penetrated into all the processes of enterprise product innovation. Here we can divide the process of product innovation into four parts, namely, the process of generating product innovation ideas, the process of realizing product innovation ideas, the process of commercializing innovative products and the process of enjoying new product knowledge. (1) The process of product innovation idea generation: It takes a certain motivation to generate the impulse of product innovation. The awareness and spark of product breathing is based on existing knowledge and experience. Before an innovative idea came into being, the internalization of knowledge had already taken place, that is, the sharing and exchange of related knowledge had already taken place. It is on this basis that individuals can innovate their own products through knowledge acquisition, their own experience and communication with others. Therefore, product innovation is inseparable from the internalization process of knowledge. (2) The realization process of product innovation: How to realize this product innovation? The most important thing is to let relevant departments and personnel understand the basic concept contained in this concept, that is, to externalize this personal tacit knowledge into a clear concept. This concept can be written description, prototype, experiment, etc. And it can be realized by people throughout the organization. Only in this way can the idea be proved step by step and eventually become a product-based invention. (3) The commercialization process of innovative products: In order to successfully realize the commercialization of products, the first thing to do is to have a holistic method to effectively integrate the existing knowledge of enterprises and the knowledge of partners. The combination of these knowledge is very important to finally develop innovative products with market value. Secondly, this knowledge needs to be integrated across organizations. Therefore, we can also exchange knowledge with suppliers, distributors and advertising agents, conduct market research and formulate the company's product strategy, so that the commercialization of new products can be effectively supported by resources. If this product can be accepted by customers and create economic value, it will eventually become an innovative product and finally realize its commercialization process. (4)* * * Process of sharing new product knowledge: After commercialization, summarize the knowledge of new products and provide it to relevant personnel. Only in this way can we lay a good foundation for the next product innovation. Thus forming a virtuous circle. (3) Enterprises should set up knowledge management departments and establish a knowledge manager system. As an intangible asset, knowledge must be managed by specialized departments and personnel to improve its utilization effect and give full play to the great value of knowledge in creating wealth. At present, many large foreign enterprises have established a knowledge management system centered on CKO (Chief Knowledge Officer), which is the most challenging position in the company, and its main task is to make knowledge capitalization. Specific responsibilities should include: First, establish a knowledge management information infrastructure for the organization. It includes comprehensive technical infrastructure, such as the establishment of technical support environment and the selection of knowledge management tools. Human infrastructure, such as the development mechanism of human resources and the establishment and maintenance of knowledge base; Environmental infrastructure, such as knowledge networks and knowledge organizations (teams) linked to the international business environment. Secondly, create a corporate culture of knowledge sharing and knowledge innovation for the organization. CKO must cooperate with the top management team of the organization and introduce a series of incentive mechanisms to promote knowledge-based work. Usually, CKO will really feel the challenges and pressures from many aspects and levels of the organization at this time. Finally, get economic returns for the organization. CKO must decide how to better produce knowledge products through knowledge management to help organizations make money or save money. (4) Knowledge management of enterprise customers It is very important for enterprises to know the knowledge of customers, but the current situation is that most enterprises lack detailed customer information. In modern enterprises, we should spare no effort to understand the knowledge of customers, what they really need, and improve their loyalty to this enterprise. In practice, it can be achieved in the following ways, for example: (1) When a salesperson comes into contact with a customer, he can learn his personal information in various ways, which will be aggregated into the enterprise knowledge base, and the information will be refined and data mined to form knowledge about the customer, such as "young people like casual clothes" and "students like to buy audio-visual products". The knowledge base summarizes the customer's purchasing tendency according to the customer's information and generates customer knowledge, so as to provide personalized services for customers, and the results of each personalized service will be recorded in the customer knowledge base. Customer knowledge base will be kept as simple as possible. In the ever-changing market environment, it is meaningless to keep old records. Therefore, it is necessary to update and systematize customer information in time, so as to replace data garbage in time, provide knowledge and information for customers' future services, improve the speed for enterprises to reflect customers' needs, and shorten the time for serving customers. Only in this way can knowledge management of customers increase customer service satisfaction. (2) In the process of investigation and feedback to agents and manufacturers, we can know the latest trends of customer demand. After being processed and summarized by specialized personnel, it can be systematized and incorporated into the enterprise knowledge base. This provides a convenient way for other departments that are not in contact with customers to understand customers and the market, so that customers can enjoy their knowledge. Only in this way can we give full play to the subjective initiative of enterprise personnel. (3) Knowledge management of customers can better retain customers, make consumers become long-term loyal customers of enterprises, and ensure that enterprises can have a stable customer base. In marketing, enterprises can analyze who customers are and what measures should be taken from the knowledge management of customers, so as to understand their knowledge, adopt some good promotion methods and establish close contact with customers, so that customers will no longer turn to competitors. Therefore, in the process of enterprise customer knowledge management, the main consideration is how to effectively provide customized services for customers and effectively solve the complex and complicated affairs faced by enterprises, provide enterprises with rapid response to customer needs and market changes, shorten customer service time and process, increase customer service satisfaction and improve customer loyalty to enterprise products.