Abstract: At present, the world economy is slowly approaching the global economy and gradually developing towards integration. However, in the face of enterprises, the economic environment is not optimistic, and we must rely on our own ability to survive and develop. This paper mainly summarizes enterprise innovation, and discusses enterprise marketing in depth to promote its further promotion in marketing.

Keywords: enterprise; Marketing; Innovation problem

With the rapid development of the global economy, the competition among countries has gradually intensified. The world economy is gradually moving closer to the world and towards integration, and the current economic environment that enterprises are facing urges them to innovate in order to gain a foothold in today's environment. This paper mainly discusses the marketing innovation of enterprises.

First, the status quo of enterprise marketing

1. Old concept, lack of comprehensive marketing strategy.

At present, although the marketing of the market occupies a dominant position in the hearts of enterprises, the marketing strategies and concepts of enterprises need to be further improved. At present, most enterprises take the production of products as the primary purpose, are at a low level, do things in their own way, do not take the requirements of consumers as the center, and frequently carry out activities, hoping to obtain greater profits in quantity.

2. Single goal, ignoring product marketing innovation.

Most enterprise executives can clearly understand the importance of innovation, and only by making clear innovation can the survival of enterprises be guaranteed. Therefore, many enterprises have a strong innovation mentality, and put their enthusiasm into innovation issues more deeply, which greatly improves the quality and quantity of products and has a high level of innovation. However, market innovation is an important link in the development of an enterprise, but few enterprises attach importance to it, so many enterprises cannot occupy a favorable position in the new market and lead to their own development.

3. Lack of resources, lack of marketing funds and talents.

The reason why the marketing activities of enterprises can't be carried out is also because of the lack of marketing capital talents. Can not carry out promotional activities and product promotion, so that consumers can not get product information in time, affecting product sales. Moreover, the managers of many enterprises are not professional enough to grasp the marketing of enterprises.

Second, the necessity of innovation

1. Challenges brought by unreasonable supply and demand

Now, China has gradually changed from a buyer's market to a seller's market. For the seller's market, if the supply exceeds the demand, it is easy for enterprises to guarantee their own interests. But for the buyer's market, supply exceeds demand, and enterprises can't get benefits by imitation. Therefore, enterprises can only strengthen innovation on their own basis, create their own unique styles and products, and attract more consumers.

2. Challenges brought by economic globalization

Not only the economic development of countries, but also the global economy is facing great challenges. In order to meet the needs of more consumers and diversify, China enterprises have also gained opportunities because of the changes in the global economy. Therefore, China enterprises should pay more attention to the innovation of marketing, rather than simply imitating it, but should embark on a marketing road with China characteristics.

3. Challenges brought by sustainable development

At present, the green economy is developing rapidly. With this wave, we promise to stick to the road of sustainable development. Therefore, in order to achieve sustainable development, we must realize the "purification" of marketing and avoid "pollution first and then treatment", which requires China to abandon the original marketing model and explore new channels and methods.

Third, the main methods of marketing innovation

1. The marketing model adapts to the contemporary economy.

In the innovation of enterprises, ideas occupy a dominant position. Enterprise innovation is mainly the innovation of ideas, or the improvement under the guidance of concept innovation can be successfully completed. Without innovative ideas and awareness, new actions will not make progress. Innovation is inseparable from more advanced ideas as guidance. With the rapid development of contemporary economy, we must get rid of old ideas and keep pace with the times, if we want to connect with the world as soon as possible. Therefore, enterprises should intensify their efforts to pursue a marketing model that matches the modern economy in order to be close to the development trend of the contemporary economy.

2. Innovation of marketing methods

The marketing model of enterprises should be based on the international marketing model, boldly put forward new methods and dare to implement them, and try to verify whether the methods can be implemented. In addition, we should consider the problem from the consumer's point of view, set new ways suitable for playing from more angles, and break through the traditional marketing. Let marketing be diversified, humanized and personalized. The main purpose of flexible marketing is to improve the flexibility of marketing and make correct adjustments to marketing activities in time.

3. Marketing channel innovation

Marketing channel is a bridge between consumers and enterprises, in order to make services and products be consumed and used smoothly. Enterprises' choice of marketing channels will greatly change their own interests. Enterprises should not stick to the previous channels to obtain benefits, but should boldly open up new routes to adapt to the development of modern economy. Consumers' demands and preferences are not only face-to-face consumption, but more importantly, they are simple, convenient and economical. Therefore, in addition to maintaining the original channels, enterprises should also develop new marketing channels and make adjustments. In addition, with the increasingly serious global environmental pollution, environmental protection has become the focus of consumers' attention, and countries are also paying attention to environmental protection issues, so green marketing is also an effective channel for enterprise innovation.

4. Expansion of marketing crowd

At present, enterprises in China are mainly aimed at domestic consumers. In fact, the requirements for consumers are not very demanding now. We should develop consumers in other countries while retaining old customers as soon as possible, which is an important means for enterprises to become more international and promote enterprises. But also to understand their own shortcomings in other countries' consumers, so as to improve them, cater to the public and develop in an all-round way.

Four. conclusion

Under the environment of marketing innovation faced by enterprises, China should set up a model of new marketing methods as soon as possible, seize every opportunity, accurately locate the world economy and market, seek and improve new marketing models and channels, open up new online marketing, and constantly enhance the market competitiveness of enterprises under the requirements of diversified consumers.

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