创新消费力|专访北京大学国家发展研究院营销管理学教授、发树讲席教授、BiMBA商学院前任院长张黎 ：创新是比竞争对手更好地洞悉用户需求

Core Insights - Marketing innovation is crucial for driving consumer spending and should not be limited to short-term trends or imitation of successful models [3][4][9] Group 1: Marketing Innovation - Successful marketing innovation examples include product quality improvement, service enhancement, and customer management optimization, rather than merely following trends [3][4] - Companies should focus on developing products that meet customer needs through precise positioning and a long-term commitment to quality [4][8] Group 2: Differentiation Strategies - Small and medium-sized enterprises (SMEs) should leverage their unique positioning and strengths to differentiate themselves in niche markets [6] - SMEs can innovate by adapting to changing consumer preferences and providing tailored services, such as home delivery for elderly customers [6] Group 3: Role of Technology - Digital tools like big data and AI can empower marketing innovation, but they cannot replace the deep communication and strategic thinking required in marketing [7] - Companies must first identify the specific problems they want to solve before effectively utilizing AI and data analytics [7] Group 4: Traditional Brands and Innovation - Traditional brands face challenges in innovation due to rigid management structures, but they must maintain their core strengths while embracing new ideas [8] - Innovation should focus on understanding new consumer demands and adapting strategies accordingly, rather than superficial changes [8] Group 5: Effective Innovation Practices - Companies should avoid "innovation for innovation's sake" and instead focus on genuinely understanding and meeting customer needs [9] - Effective marketing involves a deeper understanding of customer behavior and integrating marketing into overall business strategy [9] Group 6: Collaboration and Policy Alignment - Companies should align their innovation efforts with genuine market demands rather than merely responding to government policies [10] - Collaboration across the supply chain should be guided by clear objectives that prioritize customer needs [10]