论知识营销在企业中的应用

摘  要

20世纪90年代以来，伴随着经济发展中的信息化和全球化两种趋势，知识经济开始萌芽并迅速发展，对生产方式、生活方式、思维方式、价值观念、教育模式、市场行为、经营管理及领导决策等方面产生重大冲击，这就要求营销主体所进行的市场营销活动也要相应改变，知识营销作为一种适应知识经济的新营销理念运营而生。知识经济时代的到来让知识成为发展经济的资本，知识的积累和创新，成为促进经济增长的主要动力源。因此在企业中通用知识营销显得尤其重要。
本文尝试从企业的角度来阐述知识营销的内涵及特征，并对我国企业知识营销的背景和现状进行了分析，在此基础上总结了我国企业进行知识营销面临着缺乏技术创新能力，缺乏基础和配套设备，缺乏知识营销人才等问题，并提出了知识营销挖掘产品文化内涵，注重与消费者建立起结构层次上的营销关系，加速营销网络的基础建设、加速企业提出技术创新能力的一些建议。

关键词：知识营销；企业；营销
ABSTRACT

 Since the 90s of the 20th century, along with two trends the information and globalization in economic development, knowledge-based economy began to grow and develop rapidly, acting a significant influence on the mode of production, lifestyle, thinking, values, education model, market behavior, management and leadership in decision-making, which requires the main part of marketing’s activities changes correspondingly, as a result, Knowledge Marketing as a new marketing concept which adapt to knowledge-based economy was created. In knowledge-based economy era, knowledge becomes the capital for developing economy, the accumulation of knowledge and the innovation, turn into the main force to promote economic growth. Therefore, the operation of knowledge marketing in enterprises is particularly important.
 This article attempts to explain the meaning and characteristics of knowledge marketing through the enterprise point, and analyzed the background and currently situation of knowledge marketing in our country, concluded on this basis that in the operation of knowledge marketing Chinese enterprises face a shortage of technical innovation ability, lack of foundation and ancillary equipment, lack of knowledge such as marketing, human resources issues, and so forth, and also made some suggestions for using knowledge marketing to excavate products’ cultural connotation, establish a well-structured marketing relationship with consumers, and accelerate the development of marketing network infrastructure and enhance the technological innovation ability.

Key words: knowledge marketing; enterprise; marketing

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