A Study on the Reconstruction and Paradigm of Marketing Innovation

In order to maintain a sustainable development in this dynamic plight of current world financial crisis, a firm must make marketing innovation as one of the core topics. However, the theoretical system of marketing innovation neither has yet entered the field of innovative research nor formed its own system because it is still mainly in the period of practicing both at home and abroad. Therefore, marketing innovation has become a new field of marketing research. In this paper, the author firstly reviews and analyzes the latest literature of marketing innovation and then reconstructs it from the perspective of strategic value innovation. By combining with the practice of marketing innovation both at home and abroad, the author puts forward structured marketing innovation paradigm.