Research on marketing innovation of small and medium-sized enterprises in China Abstract Small and medium-sized enterprises often pay attention to "point" innovation in marketing innovation, but fail to systematically carry out marketing innovation. This paper discusses the marketing innovation strategy of small and medium-sized enterprises in China from the aspects of marketing concept innovation, marketing means innovation, marketing strategy innovation and marketing model innovation. Keywords marketing innovation; Marketing concept; Marketing Strategy During the 11th Five-Year Plan period, the national policy will be inclined to small and medium-sized enterprises, which will create a social and policy environment more suitable for the development of small and medium-sized enterprises, and small and medium-sized enterprises will have good development opportunities. But in real life, we also find that the competitiveness of small and medium-sized enterprises is very weak, the average life expectancy is very short compared with that of large enterprises, and their living conditions are quite worrying. Especially in the process of improving their own competitiveness, small and medium-sized enterprises often ignore the role of marketing in enterprises. The marketing ability and innovation of enterprises are far from being discovered. As an extremely effective means of competition and development, marketing innovation has never been integrated into the daily functions of enterprises. 1. Innovation of marketing concept is the premise (1) Knowledge marketing concept Knowledge economy is an economy based on the production, storage, use and consumption of knowledge and information. It corresponds to agricultural economy and industrial economy, and it is a brand-new economic form based on the latest technology and the essence of human knowledge. It is based on innovative knowledge, and its most important feature is to develop economy with knowledge as capital. When knowledge becomes the first factor of production, the product structure of enterprises will inevitably change. Therefore, small and medium-sized enterprises in China should keep up with the pace of this era and establish the concept of knowledge marketing. Only in this way can enterprises occupy a place in the tide of knowledge economy. (2) Green marketing concept Green marketing concept is the guiding ideology of enterprise production and operation under the condition of green marketing environment. The traditional marketing concept holds that under the market economy, enterprises should always pay attention to and study the central issues such as consumer demand, enterprise's own conditions and competitors' conditions in production and operation, so as to meet consumer demand, improve enterprise conditions and create more favorable advantages than competitors in order to achieve marketing results. Small and medium-sized enterprises in China still have these problems while establishing the concept of green marketing, especially the loss of immediate interests, which may have a certain impact on the short-term interests of enterprises, but in the long run, this concept of green marketing not only considers the actual needs of enterprises, but also considers the potential needs of enterprises. But also plays a very positive role in saving energy resources and protecting the natural environment, and is more conducive to establishing a brand-new corporate image, so that enterprises can base themselves on sustainable development and focus on the long-term social and economic interests and global interests. (3) Family Marketing Concept Under the current trend of commodity homogenization and consumer personalization, brand creation and brand development must link products with consumers. The wider and closer the link, the higher the brand's popularity and reputation. The concept of family marketing is the best marketing strategy to close the distance between enterprises and consumers with feelings as a link, and it is showing great vitality day by day. China's small and medium-sized enterprises should firmly grasp the pulse of this market, accelerate the establishment of the concept of family marketing, strengthen psychological promotion and cultural marketing, and introduce family marketing into the successful mode of enterprise marketing activities. Second, the innovation of marketing means is the foundation (1) Talent innovation First of all, talent is a major driving force for the development and progress of enterprises; Secondly, China's small and medium-sized enterprises can stand firm in the future market competition only by innovation, and talents are the basis to ensure enterprise innovation. Finally, small and medium-sized enterprises in China should have a system to retain and cultivate talents. (2) Organizational Innovation Any organization is not static after reasonable design and implementation. Like living things, they must constantly adjust and change with the changes of external environment and internal conditions in order to grow and develop smoothly and avoid aging and death. The purpose of organizational innovation in China's small and medium-sized enterprises is to adjust the original organizational structure, so that all parts of the organization can be effectively United to achieve the purpose of coordinated and unified action, and ultimately to improve labor productivity and increase enterprise efficiency. Secondly, through continuous adjustment, we can realize a reasonable organizational structure to meet the needs of future competition. (3) Market innovation Market innovation is the source of power for the survival and development of enterprises. The success of market innovation is related to the life and death of enterprises. It is the key to the sustainable and stable development of small and medium-sized enterprises. In view of the inherent weaknesses of small and medium-sized enterprises, we should foster strengths and avoid weaknesses in market innovation activities and formulate our own unique market innovation strategies. First, information strategy. Enterprises should strengthen market information management, establish a rapid response mechanism for market information, collect, sort out and analyze market supply and demand information, product information, technical information and competitor information through various channels, and provide scientific basis for enterprise's product development, technological transformation and innovation decision-making. Second, joint strategy. The so-called joint competition strategy refers to the multi-cooperation strategy between small and medium-sized enterprises. Small and medium-sized enterprises have weak strength and poor technical level, so it is difficult to form the scale advantage of large enterprises, but they can unite on the basis of equality and mutual benefit, learn from each other's strengths, jointly develop the market and seek survival and development. Third, the characteristic strategy. Characteristic strategy is based on the narrow business scope of small and medium-sized enterprises, which is relatively easy to get close to customers. In the process of production and operation, through technological development and innovation, small and medium-sized enterprises can obtain scientific and technological achievements with novelty, advancement and practicality, or time-honored products with unique skills or formulas, or have a certain reputation for providing special sales services, which can make the products or services of small and medium-sized enterprises have distinctive characteristics and thus take the initiative in the competition with unique advantages. Third, marketing strategy innovation is the core (1) product innovation is the material basis of marketing innovation. In the era of knowledge economy, knowledge including science and technology is the most important resource and production factor. Only technological competition and new product innovation determined by technology can win a sustainable competitive advantage. Any enterprise that ignores product innovation will eventually decline. At present, many small and medium-sized enterprises in China have weak vitality, poor efficiency and exhausted competitiveness, which are largely caused by weak product innovation function and aging product structure. Therefore, the basic driving force to strengthen product innovation comes from the intensification of competition with the market and the changes in customer demand. In product innovation, we should pay attention to the following points: First, strengthen the market research work in the early stage of product innovation. The basic purpose of product innovation of small and medium-sized enterprises is to meet the actual market demand, tap the potential market demand and explore the future market demand. Future product development must be more "friendly" to customers, and even one-to-one "tailor-made" according to specific goals and market customers' needs. Therefore, small and medium-sized enterprises should pay close attention to market dynamics and do a good job in market research. Only through market research can they thoroughly understand the influence of environmental variables such as consumers, their needs and competitors, so as to minimize the blindness of product innovation and improve the success rate of product innovation. Second, guided by the correct product innovation strategy. Product innovation is an important activity related to the future and destiny of enterprises. Because of its high investment, high risk, long cycle and wide coverage, it needs to be organized and planned. Therefore, small and medium-sized enterprises must formulate correct product innovation strategies to guide their product innovation activities. Third, improve the product innovation mechanism and maintain vigorous product innovation vitality. Therefore, small and medium-sized enterprises should realize the transformation from accidental and one-off innovation to inevitable and continuous innovation; The transformation from single product innovation to series product innovation; From individual innovation to collective innovation. Fourth, enhance the product innovation ability of enterprises. Small and medium-sized enterprises should take practical measures to improve the quality of scientific and technological personnel and scientific research conditions; Increase investment in science and technology, make full use of cooperation and innovation with universities, scientific research institutions and brother enterprises, and gradually improve the product innovation ability of enterprises. (2) The price innovation is based on the main factors that affect the price, and the price innovation mainly focuses on the methods of changing the strategy of cost, competition and demand. First of all, from the perspective of cost, price innovation must achieve the best market effect on the basis of effective cost control. With the acceleration of product development, the future small and medium-sized manufacturing and service industries will no longer pay attention to economies of scale, but pay more attention to the market effect of a certain part and sector, which requires small and medium-sized enterprises to provide diversified products and pay attention to effectively controlling product costs. Secondly, from the perspective of competition, with the improvement of market competition, the possibility of an enterprise monopolizing market opportunities is getting smaller and smaller. Although the income of customers has increased, as far as the general mass market is concerned, their spending power is still very limited, because their choices have expanded and they need to consume more and more items. Therefore, how to effectively formulate a price strategy with comparative advantages is very important for small and medium-sized enterprises. Leading price strategy, quantity discount strategy, seasonal discount strategy and saving circulation cost are still problems that need to be considered in price strategy innovation. According to this view, price innovation should be based on different customer preferences, different product types and different competitors, combined with the conditions of enterprises. Thirdly, from the perspective of demand, with the improvement of the overall consumption level of society, people begin to consider the brand value of products and the value of personal preferences. Therefore, the fundamental point of price innovation is to deeply understand the target object and achieve the purpose of price competition by influencing customers' expectations of products or services. Those high-brand and high-service price strategies that emphasize intangible value have become important innovations in current price strategies. In addition, with the technology updating and the shortening of product life cycle, SMEs should fully consider the time pressure of pricing strategy and maintain a certain price elasticity. (3) Channel innovation Channel innovation will become more and more important in the marketing management of small and medium-sized enterprises in the future, especially with the development of information technology, which will pose a severe challenge to traditional channels in both space and time. This is embodied in the following aspects: First, the zero-distance supply and demand relationship. Because information technology can realize "door-to-door" exchange, the market can be established online, advertisements can be cashed online, and even fund settlement can be cashed online, which greatly shortens the distance between production and sales. This networked circulation mode has led to an important breakthrough in communication channels, that is, from occupying market space in the past to occupying market time now. Second, the zero-level management structure. This is a special contribution of network platform to channel management, and its characteristics are: ① systematic, which can effectively prevent congestion and interference; (2) The controlled and zero-level management structure enables individuals or institutions to be placed in the overall goal of the enterprise, rather than the economic behavior driven by the will of the dragon officials; (3) Models, network management can build some models, so that incentive factors can be added to achieve the purpose of better coordinating the enthusiasm of employees. In short, the innovation of marketing channels must be closely combined with the control and management of channels. With the internationalization, flexibility and complexity of market economy, it is more and more difficult to coordinate and control. How to strengthen the cooperation between small and medium-sized enterprises and all kinds of distribution, how to improve the control system of marketing channels and how to use advanced scientific management methods are all important tasks of channel innovation for small and medium-sized enterprises. (D) Promotion Innovation Promotion innovation is the most innovative field in the 4p strategy. Few two products are promoted in the same way. In the future market, the promotion activities without creativity will lose their appeal more and more. Promotion innovation mainly includes the innovation of promotion objectives, promotion methods and promotion concepts. 1. Promote target innovation. With the development of market segmentation, it is necessary to carry out differentiated promotion for specific markets, and the promotion activities are more concentrated and professional. For example, an advertisement used to be spread in different regions or countries, but now it must be designed and produced in a targeted manner. This is not only manifested in language and writing, but also in advertising slogans, backgrounds, characters and themes, which require closer contact with specific customer groups. 2. Innovative promotion methods. In the face of the era of information explosion and the increasing cost of promotional activities, those negative and boring frequent promotions have become less and less marketable. In this case, people pay more and more attention to the choice of promotion organizations and media. For example, local media should be used to strengthen promotional activities under the focus environment, and direct mail promotion and cable TV networks should be used. In addition, people pay more attention to the effect of interactive communication, especially hope to exchange information in a relaxed and pleasant atmosphere. 3. Promote the innovation of ideas. Promoting innovation must be closely combined with the company's business philosophy, because in the case of overall marketing, the outside public can better understand the pursuit and concept of the company through the promotion activities of the company. It should be noted here that the concept of enterprise is not a simple slogan to boost morale, but focuses on the essence of enterprise success. In addition, the strategic concept cannot be easily changed with the passage of time, otherwise customers will be at a loss and eventually unable to form a unified brand image. Fourth, the innovation of marketing methods is the key (I) Relationship Marketing Small and medium-sized enterprises carry out relationship marketing, and regard marketing activities as the process of interaction between enterprises and consumers, suppliers, distributors, competitors, government agencies and other public, the core of which is to establish and develop good relations with these public. (2) Network Marketing Network marketing is one of the necessary means for the development of small and medium-sized enterprises. First, SMEs use the Internet to build their own brands. In the Internet age, building a good brand is a powerful weapon to defeat competitors. Secondly, serving customers is an important part of product marketing. Providing good service is an important link to realize marketing, and it is also an important aspect to improve customer satisfaction and establish a good image. Finally, for the establishment of enterprise sales channels, the Internet allows people to communicate directly, which enables manufacturers to sell products directly to end users through the Internet. (III) Event Marketing Event marketing is a marketing method for small and medium-sized enterprises to improve the visibility and reputation of enterprises or products, establish a good brand image and ultimately promote the sales of products or services through "taking advantage of the situation" and "creating momentum". Because the event marketing communication ability is strong, get twice the result with half the effort. Reference [1] Tan Kunzhi. Marketing innovation of modern enterprises [M]. Guangzhou: Sun Yat-sen University Press, 2007. [2] Zhang. Marketing innovation of small and medium-sized enterprises [M]. Beijing: Economic Management Press, 2006. [3] Liu Xuelin. Strengthening marketing management and innovation is the road of marketing development for small and medium-sized enterprises [J]

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