Innovation means to create or produce something new. In economics, innovation refers to the act of using existing knowledge and materials to improve or create new things (including but not limited to various methods, elements, paths, environments, etc.) in a specific environment, and to obtain certain beneficial effects. Therefore, innovation often produces new products, services or methods, etc., and usually brings positive and beneficial effects. We can believe that innovation must have three characteristics: usefulness, novelty and application.
Innovation occurs in various fields such as society, economy, philosophy, and technology, and is driven by a variety of factors. The root driving force is the development needs of people and materials themselves, which stimulates the negation of existing ways and methods, thereby transcending the past. In the economic field, the most important driving factor of the three characteristics of innovation is scientific and technological progress.
Marketing innovation is innovation in the field of marketing, including both creation from scratch and improvement on existing methods. For example, the proposed 13N1 model is to make adaptive improvements on the basis of Western marketing management represented by Kotler (existing knowledge) in the specific environment of the subdivided field of cross-border e-commerce marketing, and to build a marketing framework system (new method) to guide cross-border e-commerce companies to establish their own marketing system and make their marketing work systematic (beneficial effect). Therefore, it can be said that the 13N1 model is an innovation of the marketing framework system.
When a brand new market emerges or when it is necessary to actively explore new markets, the old marketing strategy is no longer effective in the brand new field, and then there will be a need for marketing innovation. For example, the paper media that was once everywhere is now rarely seen; the elevator LCD screen advertisements that once appeared to alleviate the embarrassment in the elevator have also shown a decline today with the popularization of smart phones. For another example, through marketing, some seemingly worthless things can be sold, such as the stones mentioned in Case 11-1. In fact, this is not entirely true. Because strictly speaking, diamonds are also stones, until the classic diamond ring advertising slogan of De Beers appeared. In fact, both the stones in the case and the diamonds here meet the three characteristics of innovation, so they are both marketing innovations.