【作者】 王杜春；

【导师】 梁学庆；

【作者基本信息】 东北农业大学 ， 农业经济管理， 2003， 硕士

【摘要】 当今世界经济正以势不可挡的趋势朝着全球市场一体化、企业生存数字化、商业竞争国际化的方向发展，以互联网、知识经济、高新技术为代表，以满足消费者的需求为核心的新经济迅速发展。站在新旧经济交界处的营销正是处在这样一个高度竞争，瞬息万变的宏观环境之中，新经济的发展要求新的营销手段必须满足市场发展的需要。 营销创新是提高企业市场竞争力的最根本、最有效的途径，尤其对置于世界经济一体化大潮中的中国企业，面临新经济时代和加入WTO的双重挑战，不创新就没有出路。为此，探讨新经济时代市场营销模式的内容和特点，并在理论和实践上有所突破，对于推动中国企业参与国际市场竞争和占领国际市场，具有重要的理论意义和现实意义。 本论文首先分析了新经济的内涵、特征，以及新经济对传统营销的冲击，并结合营销创新的概念，总结了新经济时代营销观念创新、营销组织创新、营销策略创新和营销创新要注意的问题。然后，分别就新经济的全球化、网络化、持续化等主要特征所针对的国际营销、网络营销、绿色营销等方面，提出中国企业的创新对策。最后，针对新经济条件下其它的营销理论创新与实践创新，如服务营销、知识营销、整合营销、关系营销等，分别提出中国企业的发展对策。 全文共分六个部分： 1．本项研究的意义、国内外研究概况、研究方法 2．新经济与营销创新 3．全球化与国际营销 4．网络化与网络营销 5．持续化与绿色营销 6．新经济条件下其它营销理论与实践创新更多还原

【Abstract】 Nowadays world economy is developing with the unresisting trend of integrated global market, digital business survival and internationalized business competition, which is represented by Internet, knowledge-based economy and high and new technology with new economy seeing satisfaction of consumer’s needs as cores. Standing in the crossing of new and old economy, marketing is in such environment of strong competition and changes. The development of new economy calls for a new way of marketing to satisfy the needs of market development. Marketing innovation is the most essential and effective way to improve the competitive ability of market for enterprises, particularly for Chinese enterprises within the big tide of integral worldwide economy. Facing the dual challenges of new economy and the entry to WTO, enterprises in China have no choices but to be innovative. Therefore, it is of great significance in theory and practice to discuss the contents and features of marketing models in the background of new economy and have the breakthrough on the theories and practice promoting enterprises in China to compete in international market and occupy international market.In the first place, the thesis analyzes the connotations and features of new economy which has forces to traditional marketing and sums up questions that want attention of the marketing concept innovation for new economy, marketing organizational innovation, marketing strategic innovation and marketing innovation.In the second place, the thesis raises respectively the countermeasures for enterprises in China in terms of the mam features of globalization, Internet and continuity in new economy with the aim of international marketing, online marketing and green marketing etc.Finally, the thesis brings respectively up with development countermeasures for enterprises in China aiming at other marketing innovation in theory and practice in new economy, such as Service Marketing, Knowledge-based Marketing, IMC and Relationship Marketing etc.The full passage falls into six categories: the meaning, general situation of domestic and international research and research methods for the entry new economy and marketing innovation globalization and international marketingnetwork and online marketingcontinuity and green marketingmarketing innovation in theory and practice in new economyPostgraduate: Wang DuchunMajor: Agricultural Economic ManagementSupervisor: Prof. Liang Xueqing更多还原