Chinese Enterprises’ Marketing Strategy Innovation Under the New Economic Environment

Abstract

As China’s 40th reform and opening-up anniversary approaches, earthshaking changes have taken place in China’s corporate marketing. In the past 30-odd years, Chinese enterprises have taken an imitation path most of the time. However, after entering the 21st century, is the path still applicable to Chinese market? With accelerated global economic integration, does the path still meet the demands of Chinese market? Should it keep copying or open up a way of innovation? Domestic and foreign experts and scholars as well as the corporate circle provide their own opinions. China has its own conditions and market status. However, on the contrary, numerous Chinese enterprises can’t combine the path with their actual conditions, which is fatal to an enterprise. Temporary prosperity doesn’t necessarily make Chinese enterprises “evergreen trees”. Advanced economy with rich cultures is one of market economic forms. Such economy is innovative and its function is to promote constant growth and sustainable development of market economy. Hence, under the new situation of knowledge-based economy, enterprises’ ability is determined by their innovation ability.