摘要
国有企业作为中国特色社会主义的重要政治基础和物质基础,在新发展理念引领下推进营销创新,不仅可以提升其整体竞争力,还有助于推动新时代经济社会高质量发展。文章对淮河能源控股集团有限责任公司这一典型的大型国有企业的营销创新路径进行深入探究,研究发现,该企业采取注重创新发展转变营销理念、注重协调发展共创多方价值、注重绿色发展节能减排、注重开放发展实现合作共赢、注重共享发展彰显国企担当等实践路径,全面推进营销创新,有效提升了企业核心竞争力。在此基础上,聚焦我国大型国有企业在创新、协调、绿色、开放、共享的新发展理念引领下营销创新的实践路径,论证了提升企业核心竞争力的中国智慧与中国方案。
As an important material and political foundation of socialism with Chinese characteristics,the marketing innovation of state-owned enterprises under the guidance of the new development philosophy can not only enhance their overall competitiveness,but also help promote high-quality economic and social development in the new era.This paper explores the marketing innovation paths of Huaihe Energy Holding Group Co.,Ltd.,a typical large-scale state-owned enterprise.It is found that it has promoted all-round marketing innovation and strengthened its own core competitiveness through the following approaches,such as focusing on the innovative development and renewing marketing strategies,the multi-party value via coordinated growth,the green development via energy conservation and emission reduction,the double-win cooperation via the opening-up strategy,and highlighting responsibilities via shared development.On this basis,this paper centers on the innovative marketing paths of large-scale state-owned enterprises guided by the concept of innovative,coordinated,green,open and shared development,thereby,expounding Chinese wisdom and solutions in improving enterprises’core competitiveness in the new era.
作者
郭国庆
王紫依
牛佳欣
GUO Guoqing;WANG Ziyi;NIU Jiaxin(Business School,Renmin University of China,Beijing 100872,China;Marketing Research Center,Renmin University of China,Beijing 100872,China;Business School,Guilin University of Technology,Guilin,Guangxi 541004,China)
出处
《河北工程大学学报（社会科学版）》
2024年第2期1-7,共7页
Journal of Hebei University of Engineering(Social Science Edition)
基金
国家社会科学基金项目(编号:19BGL107)
中国人民大学重大规划项目(编号:22XNLG08)
中国人民大学商学院助力世界一流企业建设项目。
关键词
新发展理念
营销创新
国有企业
new development philosophy
marketing innovation
state-owned enterprises
