Knowledge marketing refers to the dissemination of new science and technology and their impact on people’s lives to the public. Through popular science propaganda, consumers can not only know what it is, but also why it is, re-establish new product concepts, and then make consumers need new products, so as to achieve the purpose of expanding the market. With the advent of the knowledge economy era, knowledge has become the capital for economic development, and the accumulation and innovation of knowledge have become the main driving force for promoting economic growth. Therefore, as an enterprise, while engaging in scientific research and development, it is necessary to think about the promotion of knowledge to minimize the market risk of a new product development. To achieve this, knowledge marketing must be operated.
Compared with traditional marketing methods, knowledge marketing has the following characteristics.
The marketing environment has undergone a qualitative change. The marketing environment of enterprises in the knowledge economy era will undergo tremendous changes. First, the competition is becoming increasingly fierce. With the rapid development of information network technology and the continuous evolution of world economic integration, “internationalization of domestic markets and domesticization of international competition” will gradually become a reality, and competition will intensify; secondly, the way of competition will also change. Everyone shares information technology, knowledge resources, and jointly develops the market. They compete in cooperation and cooperate in competition to form a virtuous cycle of competition.
Marketing products have undergone a qualitative change. Traditional marketing products are gradually replaced by knowledge-based products. The so-called knowledge-based products are the sublimation of high-tech products, and the products have high technological content, such as digital color TVs. The marketing of these knowledge-based products must require marketers to be highly qualified, not only to be proficient in marketing skills, but also to master product knowledge and be able to sell this knowledge to consumers. If marketers have a vague understanding of the technical content, usage functions, and maintenance knowledge of the product itself, and are vague in answering consumers’ inquiries, and cannot quickly provide after-sales service when the product fails after being sold, consumers will be full of doubts, and marketing will be difficult to succeed.
Marketing methods have undergone a qualitative change. Traditional marketing methods rely on media, advertising, etc. to convey product information to consumers. This transmission is one-way, and marketers are often more active while consumers are passive. Information feedback is slow and limited, and the cost is high, so it is often impossible to formulate appropriate marketing strategies. In the knowledge economy era, the realization of networking has made marketing channels more extensive. Not only can the marketing department quickly convey product information to consumers through the network, greatly reducing the marketing links and thus reducing costs, but consumers can also communicate with the marketing department through the network, put forward their own wishes and requirements, and encourage manufacturers to produce products that are more suitable for market demand.