With the arrival of the new century, the global economy is developing towards diversification and integration. In the context of development, reform and innovation are deepening and competition is becoming more intense. The enterprise's own marketing concept has been proved to be the foundation of survival. Paying attention to marketing, paying attention to users' needs, paying attention to the coordinated development with other enterprises and paying attention to the overall image and quality of enterprises have become the strategic guiding ideology for enterprises to survive and develop in the new century.

Marketing is the lifeline of enterprise management and an important weight for enterprises to participate in market competition. The competition of modern enterprises is a marketing "war", and it is a war with price, channel, media and promotion as weapons. How to formulate correct marketing strategy and efficient operation ability is the core issue of market competitiveness.

Marketing is suitable for all enterprises, but how to win in the fierce and cruel market competition as an enterprise lies in the use of limited resources in marketing strategy, tapping the greatest potential and creating infinite value. Only by in-depth research and reasonable analysis will the market be in its own hands and the enterprise will have long-term development. Therefore, it has become a top priority for every enterprise to formulate a reasonable enterprise marketing strategy and enhance its re-competitive strength.

With the rapid development of the new economy, new marketing models have emerged, such as service marketing, network marketing, concept marketing and integrated marketing. There are differences and connections between new marketing and traditional marketing. The former is consumer-oriented and "consumer-centered", while the latter is production-oriented and "production-centered". The innovation of the new market economy model has seriously destroyed the traditional marketing model that only pays attention to immediate interests, and also brought new opportunities for the development of enterprises. This leap has also changed the marketing concept of enterprises from the past enterprise-centered to the current customer-centered management model, thus forming a real people-oriented management model. Through the research and investigation of enterprise marketing strategy, we can constantly summarize the development and evolution of marketing model, formulate market operation norms and improve operation mechanism according to its characteristics and laws, focus on giving full play to the advantages of enterprises, stimulate the creativity of marketing teams, and carry out scientific marketing.

This paper attempts to explain the history and present situation of marketing strategy and its development in China, and studies its marketing strategies such as market research, product strategy, pricing strategy, promotion strategy and distribution strategy. And make a brief comment on the enterprise marketing strategy to find out the shortcomings of the research. Put forward relevant solutions to enhance the competitiveness of enterprises.

Keywords enterprise; Marketing strategy; Introduction to investigation and research 1

With the development of economy, the characteristics of global economy are becoming more and more obvious. However, the only constant active factor is marketing. No matter how the market economy promotes the development of enterprises, the marketing ideas and strategies of enterprises themselves are the foundation of survival, which determines everything and leads the rise and fall of enterprises. Paying attention to the formulation and implementation of marketing strategy and the coordinated development of the overall image and quality of enterprises have become the strategic guiding ideology for enterprises to survive, develop and meet new challenges in the new century. With the rapid development of new economy, how to use new marketing strategies correctly is the key to gain strong market competitiveness. We should constantly sum up the development and evolution of marketing strategy, and take how to innovate enterprise marketing under the new economic conditions as the primary task at present according to its characteristics and laws.

2 The formation, development and present situation of marketing strategy

2. 1 Introduction to Western Marketing Strategies

Marketing ideas was first established in the 20th century in the west. Later, with the establishment of market research companies, the opening of related marketing courses and the establishment of market research companies, marketing became an important part of the market. In 1950s, marketing environment and market research became hot spots, and market segmentation began to appear. In 1960s, market research strengthened the research on consumers' attitudes and usage. In 1970s, service marketing promoted and opened up a new field of competition. In 1980s, customer satisfaction and brand equity became popular. With the process of global integration, theodore levitt put forward the idea of "global marketing"; Later Schultz put forward integrated marketing and relationship marketing; With the development of information technology, database marketing appears again. In 1990s, anti-ideological marketing activities appeared in enterprises, so 4S began to challenge 4P.

2.2 Description of domestic marketing strategy

From the initial stage of 1978- 1982, I began to have a superficial understanding of western marketing theory; From the spreading stage of 1983- 1985, marketing has spread all over the country in theory; 1985- 1992 economic system reform has created conditions for the application of marketing; From 1992 to 2002, the research, teaching and application of marketing have made great progress. However, due to the lack of full exploration of the application of western marketing theory in practice and effective combination with China's specific national conditions, there are still many problems in the development of Chinese marketing. How to integrate the internationally mature marketing theories and methods with the transitional market in China is an important issue facing the current marketing academic and business circles.