What is knowledge marketing?

Knowledge marketing is a process and various marketing behaviors that transfer valuable knowledge owned by enterprises (including product knowledge, professional research results, business philosophy, management ideas and excellent corporate culture) to potential users through effective ways and means of knowledge dissemination, and gradually form the knowledge of enterprise brands and products, so as to finally transform potential users into users.

Knowledge marketing needs a certain way of information dissemination, and network marketing is one of the best means to realize knowledge marketing strategy. Network marketing needs to deliver valuable information to users, and the content of knowledge marketing is the most valuable part of network marketing information sources for users. In fact, knowledge marketing and online marketing are sometimes the same thing, but in online marketing, the general concept of "knowledge marketing" is not necessarily used, but more specific online marketing terms such as blog marketing, RSS marketing and virus marketing are used. For example, blog marketing, which is very popular at present, is one of the concrete manifestations of knowledge marketing. The new observation of network marketing puts forward the definition of blog marketing: "blog marketing is a form of network information dissemination based on personal knowledge resources (including ideas and experiences). Therefore, the basic problem of blog marketing is to master, learn and effectively use knowledge in a certain field, and achieve the purpose of marketing information transmission through the dissemination of knowledge. " Strictly speaking, knowledge marketing includes network marketing, which is the most important part of knowledge marketing at present, but knowledge marketing is far more than that. Broadly speaking, knowledge marketing includes using all knowledge to achieve marketing purposes. For example, the application of network marketing is actually the use of knowledge about communication to achieve marketing results. Bill Gates' practice of teaching computers before selling them is a typical knowledge marketing. He spent 200 million yuan to set up the Gates Library Foundation to equip libraries in some low-income areas around the world with the most advanced computers, and donated software to let the public accept computer knowledge. For another example, the popular science activity "Give you a golden key" launched by Shanghai Jiaotong University Only Company, through holding popular science lectures in the community, presenting biological popular science books to the public, holding popular science knowledge contests, etc., has improved the public's scientific health concept, triggered people's demand for biotechnology products, and achieved the goal that any other form of product marketing can't achieve, making the microecological preparation market develop from zero to nearly today in a short period of 10 years.

Compared with traditional marketing methods, editing this paragraph has the following characteristics.

1, the marketing environment has undergone a qualitative change.

In the era of knowledge economy, the marketing environment of enterprises will change greatly. The first is that the competition is becoming more and more fierce. With the rapid development of information network technology and the continuous evolution of world economic integration, "internationalization of domestic market and localization of international competition" will gradually become a reality and competition will intensify. Secondly, the mode of competition will also change. Everyone * * * has information technology, * * * enjoys knowledge resources, * * * develops markets, competes in cooperation and cooperates in competition, forming a virtuous circle of competitive environment.

2. This marketing product has undergone a qualitative change.

Traditional marketing products are gradually replaced by knowledge-based products. The so-called knowledge products are the sublimation of high-tech products with high-tech content, such as digital color TV. The marketing of these knowledge-based products inevitably requires marketers to have high quality, not only to be proficient in marketing skills, but also to master the knowledge content of products and be able to sell these knowledge to consumers. If the marketing personnel have a little knowledge of the technical content, use function and maintenance knowledge of the product itself, and are vague about the inquiry of consumers, and can't provide after-sales service quickly when the product fails to sell, then consumers will be crowded with tactics, and marketing will be difficult to succeed.

3. The marketing model has undergone a qualitative change.

Computer and network technology, which originated in the 20th century, is developing rapidly day by day, and will surely make greater development and even greater breakthrough in the era of knowledge economy. Today, the Internet has integrated the world. At the same time, the Internet makes the marketing information system more perfect and faster. Traditional marketing methods rely on media and advertisements to convey product information to consumers. This kind of transmission is one-way, often because marketers are more active, consumers are more passive, the speed of information feedback is slow and limited, and the cost is high, so it is often impossible to formulate appropriate marketing strategies. In the era of knowledge economy, the realization of networking makes marketing channels extend in all directions; Not only can the marketing department quickly convey the product information to consumers through the network, but also the marketing links are greatly reduced, thus reducing the cost; Moreover, consumers can have a dialogue with the marketing department through the internet, put forward their own wishes and requirements, and urge manufacturers to produce products that are more suitable for market demand. [ 1]

Characteristics of marketing work in the era of editing knowledge economy

( 1)

Using knowledge to promote marketing, the essence of knowledge marketing requires knowledge marketing to create, use, store, upgrade and transform knowledge and intelligence, unify the main links of intellectual resources that reflect people's quality, such as information technology, market forecasting and marketing decision-making, and jointly serve enterprises in order to obtain the best economic benefits. The deepening of knowledge marketing concept is the result of collision with the development of knowledge economy. First of all, the marketing concept of knowledge marketing is the inevitable product of market creation from occupation to cultivation. It believes that the market is a dynamic rise. To meet the needs of the target market, the key for enterprises is to let customers know about products and like products. Secondly, the development of knowledge economy urges enterprises to carry out knowledge marketing. On the one hand, the rapid development of technology, the shortening of product life cycle and the rise of new enterprises make the market competition more intense and complicated; On the other hand, the growth rate of human knowledge, especially the level of knowledge about high-tech products, is far less than that of technological development. This "lag" of consumers' understanding of high-tech products has become a major obstacle to enterprise marketing. Therefore, knowledge marketing came into being. For example, Microsoft spent a lot of money to equip libraries in low-income areas with computers, train personnel and donate software. This behavior embodies the knowledge marketing concept of "teaching computers first, then buying computers". Specifically, knowledge marketing should at least include the following three aspects: 1, excavating the cultural connotation of products, increasing the knowledge content of marketing activities, and focusing on forming * * * values with consumers. In the era of knowledge economy, knowledge has become an important consumption material, and individuals in enterprises regard learning knowledge as an indispensable activity. Knowledge marketing activities should strive to make consumers learn more knowledge. At the same time, with the development of economy and the improvement of people's living standards, consumers have begun to pay attention to the conceptual value brought by them while considering the use value, that is, they pay more and more attention to the cultural connotation behind goods and services, and their purchase has a * * * value orientation. For example, "Li Ning" clothing advocates a youthful, healthy and lively spiritual life, which is consistent with the value pursuit of many teenagers, so it is favored by young people. 2. Pay attention to establishing marketing relationship with consumers at the structural level, so that consumers can become loyal customers of their products. Generally speaking, marketing relationship can be divided into three levels: financial level, that is, rewarding customers in the form of price discount, rebate and reward. This is the lowest level of competition and the easiest to emulate; At the social level, that is, establishing friendship or various social relationships with customers is a popular way at present, but excessive use will bring relationships and even corruption; The top-level marketing relationship, that is, the technical structure, knowledge structure and habit structure between products and customers, establishes a stable relationship, thus making customers become long-term loyal customers of enterprise products. With the continuous improvement of technical content of products, it is more important to establish this structural relationship. 3. Strengthen the construction of marketing team to make marketing more suitable for the requirements of high-tech productization, intelligence and personalization. In the era of knowledge economy, enterprises must win customers with knowledge. First of all, they should let customers know how to use the products and the benefits they can bring after use, so as to stimulate customers' desire to buy and expand sales. At the same time, marketing strategies should be specially designed for different types of customers, so that products or services can adapt to their consumption characteristics, cultural tastes and values. To do this, we must strengthen the construction of marketing team and improve the quality of marketing personnel, which is the top priority of China enterprises.

(2)

Marketing with modern information technology is another feature of marketing in the era of knowledge economy. Leaders of information market and production premise. If an enterprise wants to make its products occupy the market in the fierce competition, it must start with understanding the market demand trend, analyze the market, study the market and make business decisions on the basis of mastering a lot of market information. With the advent of knowledge economy, the information industry has developed rapidly. At present, there are more than 40 million users of the international computer interactive network in the world, and this number is increasing at the rate of 1 billion every year, and it is expected to reach 1 billion by the year 2000. With the rapid development of information infrastructure and the maturity of electronic transactions and payment methods, traditional marketing faces challenges in concepts, strategies and means, and it is urgent to innovate. For manufacturers, the use of interactive network can expand the market to the largest space with the least capital investment, and improve the ability to obtain information processing information at a lower cost. For consumers, using electronic transaction online shopping can save purchase time, reduce purchase cost and meet consumer demand to the maximum extent. Therefore, due to the application of modern information technology in marketing, great changes will take place in marketing target market selection, market research and marketing combination strategy, and a new marketing model will be formed.

(3)

Innovation is the soul of knowledge economy and one of the most important characteristics of knowledge marketing. In the era of knowledge economy, the main focus of innovation is the breakthrough of basic research, thus forming a new pillar industry and upgrading the industrial structure. It is different from the technological innovation in the application level of transforming new ideas into new products, new processes and new markets in the industrial economy era. In view of this, marketing work must also be innovative. For example, the innovation of marketing concept requires enterprises to establish social marketing concept, that is, through the design, analysis, implementation and evaluation of marketing scheme, it can influence the behavior of the target public and improve the welfare of the target public and its people, so as to realize the harmony and unity of the interests of enterprises and social consumers. Generally speaking, China has become a buyer's market, with supply exceeding demand for most products. Many enterprises are at a loss for this, so they have to put in advertisements and lower their prices. However, Haier took the lead in entering the color TV market with a new generation of high-definition and digital TV, which made the full color TV market a great success. Therefore, the fundamental way for innovative enterprises to remain invincible in the era of knowledge economy.

Edit the content of knowledge marketing in this paragraph.

1, learning marketing

In the era of knowledge economy, mankind will enter a learning society and realize "never too old to learn" in the true sense. With the arrival of learning society and the explosion of knowledge and information, marketing in the era of knowledge economy is "learning marketing", which mainly includes two aspects: first, enterprises publicize intelligent products and services to consumers and society and popularize new technologies. Pass on, teach and dispel doubts to consumers, realize the enjoyment of product knowledge and information, and eliminate customers' consumption obstacles, thus "making the cake bigger". Shanghai Jiaotong University Only Company has done quite well in this respect. Through the popular science activities of "Give you a healthy golden key", the company went into the community to hold popular science lectures, widely presented popular science books to the public, and held popular science knowledge contests through the media. These activities do not include product promotion and do not require participants to buy products, but the effect is beyond the reach of any form of product marketing. By improving citizens' scientific health concept. It has aroused people's desire to buy biotechnology products and stimulated market demand. The company has also rapidly developed from a school-run enterprise with assets of only 360,000 yuan into a modern biomedical pillar enterprise with an output value of 654.38 billion yuan. The second level of learning marketing is that enterprises learn from consumers, peers and society. In the process of marketing, enterprises constantly learn from customers and other partners, find their own shortcomings, learn good experiences and methods, and supplement and improve their own marketing management processes. Therefore, "learning marketing" is a two-way process, learning from each other, perfecting each other, and finally achieving overall harmony.

2. Network marketing

2 1 century is the century of network marketing, which is the product of the rapid development of knowledge economy and network technology. Simply put, it is to use the Internet for enterprise marketing. According to the data of Forester Research Market Research Company, the total online sales of 1999 has reached more than 5 billion US dollars, and it is estimated that it is expected to exceed10 billion this year. Network marketing is mainly realized by establishing virtual stores and virtual business districts on the Internet. Virtual stores, also known as cyberstore, are different from traditional stores. They don't need storefronts, shelves and service personnel. As long as they have a website connected to the Internet, they can carry out marketing activities all over the world. It has the characteristics of low cost, no inventory samples, all-weather service and no geographical boundaries. In addition, advertising, market research and information collection can be carried out simultaneously on the Internet. Internet has established a real-time interactive information exchange system between enterprises and customers, which has narrowed the distance between enterprises and consumers and has a good development prospect.

3. Green marketing

With the double improvement of living standards and their own quality, people are no longer satisfied with consuming goods and services in the traditional sense. Pay attention to and demand healthy and natural consumption, and "green products" have become people's new favorites. Demand creates its own supply. According to this latest trend, enterprises should pay special attention to the concept of "green" in marketing. The development of "green products" refers to products that are harmless or minimal to the ecological environment, meet specific environmental protection requirements, and are conducive to resource recycling. At the same time, we should pay attention to "green feelings", "green packaging" and provide "green services" in marketing strategy to realize the integration of nature and man and healthy marketing. Only in this way can we gain the affirmation of society and the trust of customers, and the marketing of enterprises can be successful. In addition, enterprises should actively strive to obtain ISO 14000 certification and "environmental label" in order to obtain the "certificate" of 2 1 century marketing.

Edit the knowledge marketing principles in this paragraph.

biographical notes

The application of knowledge marketing is very extensive, ranging from large-scale advertising and public relations activities of enterprises to the sales behavior of a single manufacturer. For a product, marketers should not only publicize its use and benefits, but also introduce its use and maintenance skills, as well as popular science knowledge about the future development trend of this product series, so as to guide people's lifestyle and consumption concept, so as to achieve the purpose of increasing sales. Without rules, Fiona Fang cannot be realized, so how to guide the healthy and rapid development of knowledge marketing under the market economy system? This needs to follow the principle of knowledge marketing.

1 Principle of honesty and trustworthiness

2 the principle of giving consideration to interests

3 the principle of mutual benefit

4 the principle of rationality and harmony

In this section, edit the key of knowledge marketing management.

1 knowledge marketer

2 to implement the marketing awareness of all employees

3 establish a marketing concept centered on customer interests

4. Create sufficient channels and environment for information exchange.

5. Combine the knowledge-centered marketing concept with the marketing process.

Edit the methods and suggestions of knowledge marketing in this paragraph.

biographical notes

From the structure of knowledge marketing framework, we can see that the process of knowledge marketing does not start from the sales of products, but runs through the whole production process of products. Only by injecting knowledge content into products can knowledge marketing be realized. The realization method of knowledge marketing is to organically couple the marketing process and knowledge management process, and connect, integrate, enjoy, innovate, utilize and publish all kinds of knowledge obtained, produced and needed in marketing, and finally realize the value transformation of knowledge. The process of knowledge marketing is a complicated one, which is market-oriented, technology-based and culture-driven. It involves all aspects of production and management, and it is a big marketing concept to test the comprehensive production capacity, goal gathering and realization ability of enterprises. The realization of knowledge marketing needs the full cooperation and cross-integration of enterprise hardware resources and software resources to be completed efficiently. Hardware resources include marketing team, technical platform, financial support, products and services, market position, etc. Software resources include organizational structure and system, corporate culture, quality and skills of marketing personnel, corporate image and product brand, knowledge management ability, organization and execution ability and so on. Among these resources, technology platform and marketing team building are the most important hardware resources, and organizational structure and system are the most critical software resources.

1) to build a science and technology platform.

According to the degree of openness, the enterprise's technology platform can be divided into intranet and extranet. Intranet is only open to employees within the enterprise, providing technical support for employees to exchange knowledge and improve their ability to learn and enjoy knowledge. Extranet is the interface for enterprises to obtain external information, intercept intelligence data, popularize product knowledge and publicize corporate image. Enterprises can fully grasp the knowledge about enterprise marketing through the docking, exchange and integration of internal network and external network, thus ensuring the high efficiency of marketing. The construction of intranet and extranet is of great significance to the knowledge flow of enterprises. According to the organizational form, it can be divided into different external forms, such as information system, technology development platform, electronic network conference system and online learning webpage, which provide support for organizations to realize different knowledge exchange functions. Competitive intelligence system can actively and timely provide enterprises with daily competitive intelligence trends and early warning information. Through this system, enterprise information officers can provide real-time information on market trends, competitors' trends, technology trends, industrial chains, policies and regulations, international markets, etc. to the management decision-making level, and gradually realize the early warning ability of the competitive environment and competitors through continuous monitoring. Network conference is an important auxiliary means for cross-regional and international operation of enterprises, and a powerful tool for management to exchange decision-making opinions and management experience, which is of great significance for enterprises to transcend organizational boundaries. Online learning is a new training method that has appeared in recent years. It puts the relevant contents of training courses on the internet, so that students can browse the relevant courses around the world and study the courses according to their own foundation and timetable. It is of great significance to develop different forms of technology platforms for enterprise knowledge flow. According to the internal operation and storage mode, it can be divided into database, expert database and knowledge base, as well as auxiliary model base, rule base and inference engine. Database is a virtual place for enterprises to store all kinds of production data, and the normal operation of enterprises cannot be separated from the support of all kinds of data; Expert database is the internal supporting foundation for the operation of expert decision-making system, in which expert knowledge precipitates into enterprise organizational knowledge to provide guidance for enterprise decision-making; Knowledge base is the general name of enterprise organizational knowledge base and personal knowledge base, and it is a virtual space for managing all kinds of knowledge and promoting knowledge cycle innovation and metabolism. The interaction between database and expert database can provide basis for enterprises to make correct decisions, while knowledge base can ensure the correctness and optimality of decisions. The construction of various technical platforms is an effective form to build a scientific and technological platform. Through the mutual support of different technology platforms, we can realize various functions and fully support knowledge marketing activities. In the process of building science and technology platforms, we need to pay attention to the standardization of interfaces of different technology platforms.

2) Build a high-quality marketing team.

The marketing team is the main body of the marketing process, who is directly responsible for pushing product knowledge and promoting corporate image, and is also responsible for collecting customer information. High-quality marketing team is the condition to ensure that the knowledge content in enterprise products can be perceived and accepted by customers, and it is the basis of successful value conversion of knowledge. A high-quality marketing team needs to have good knowledge acquisition ability, knowledge integration ability, knowledge enjoyment ability, knowledge innovation ability and knowledge expression and release ability, and realize the whole process knowledge management of marketing through the integration of various abilities. Cultivating the knowledge acquisition ability of marketing personnel is the source of enterprise knowledge renewal and the necessary ability for enterprises to resist knowledge aging and maintain product leadership. Marketers need to be able to infer the change of customer demand from customers' buying behavior, the strategic adjustment of competitors from competitors' promotion behavior, perceive the alliance trend from the joint action of allies, sniff out the development potential of products from the pulse of macroeconomics, and understand the innovation orientation and the direction of technological change of products from online news reports. Marketers are the pioneers of product developers. Cultivating the integration ability of marketers is the key to get the essence from the rough knowledge of enterprises. Marketers are the window for enterprises to contact with the outside world, and a large amount of knowledge that marketers come into contact with from the outside world can only support marketing decisions through efficient integration. High-quality marketers must have the ability to distinguish the authenticity of information and refine and integrate different knowledge. Cultivating the ability of marketing personnel to enjoy knowledge is the most powerful means for enterprises to carry out marketing. When enterprises face new markets, marketers need to share experiences and lessons with each other, and find a suitable marketing path through learning and sharing. The ability to enjoy knowledge is the basis of rapid expansion, sustainable operation and international operation of enterprises. The cultivation of marketing personnel's ability to enjoy knowledge should focus on instilling * * * consciousness and training * * * skills. Cultivating the knowledge innovation ability of marketing personnel is the key to the knowledge content of enterprises from internal promotion, and it is also the basis for enterprises to ensure the knowledge characteristics of products and services. Both external knowledge and internal knowledge are aging, so enterprises must constantly carry out knowledge innovation to maintain the circular flow of knowledge; Moreover, only by carrying out knowledge innovation can enterprises create their own characteristic culture and create brands that competitors cannot imitate. Enterprises should pay attention to innovation incentive and innovation orientation when cultivating the knowledge innovation ability of marketing personnel. Cultivating the ability of marketing personnel to express and publish knowledge is the basis for enterprises to promote knowledge products and transform knowledge value. The eloquence of marketers is the premise of good communication with customers. To a certain extent, customers first learn about products through the expression of marketers, and the expression skills of marketers are to a great extent the key factor affecting the purchase behavior of new customers. Knowledge publishing ability means that marketers should be able to accurately publish product knowledge, forge corporate image and cultivate potential customers. The ability to express and publish knowledge is the key ability of marketers, and it is also the focus of marketing personnel's ability training.

3) Establish a flat organizational structure

Flat organization is the evolution trend of organizational structure in the new century, and it is an effective way to adapt to fierce market competition, enhance response ability and improve response speed. The flat design of marketing organization contains two meanings: first, the reduction of organizational level is conducive to the vertical transmission and reverse feedback of organizational knowledge; Second, the expansion of organizational boundaries is conducive to the extensive acquisition and enjoyment of organizational knowledge, which is the performance of the growth of marketing organizations. The evolution and development process of organizational hierarchy presents fractal characteristics, that is, organizational hierarchy often has self-similarity in vertical design, which is beneficial to organizational replication management mode and organizational adaptability of employees, and is also convenient for organizational inheritance and transformation when it is further expanded. Therefore, in the process of flattening the organizational structure, we should also follow the fractal law, merge similar organizations, and gradually integrate relevant departments, personnel and knowledge to make the organization streamlined and orderly. The reduction of organizational hierarchy is conducive to the spread and diffusion of knowledge within the organization, shortening the path and cycle of knowledge circulation and improving the efficiency of knowledge value appreciation. Marketing organizations may have different combinations according to different compositions. For example, many enterprises have marketing department, customer service department and logistics department. At this time, there may be administrative monopoly in the division of departments, which is not conducive to the docking and exchange of the same product knowledge. Therefore, disrupting the original department setting and redesigning the marketing organization according to products or regions may lower the organizational level and improve the performance of knowledge marketing. The expansion of organizational boundaries is the inevitable result of market expansion. When developing the market, enterprises must recruit marketing personnel and expand the marketing area. At this time, the marketing organization will have the phenomenon of boundary expansion and space enlargement. In the process of expanding the boundaries of marketing organizations, we also follow the self-similarity law of fractal replication, that is, the marketing activities in the newly expanded market space are always similar to the marketing organization forms and the original market, which is conducive to reducing expansion conflicts, reducing market development costs and avoiding risks. Therefore, in the flat design of the organization, the expansion of the organizational boundary of the marketing department caused by the reduction of organizational hierarchy should also follow the fractal law, such as the merger and reorganization of spatially related or similar markets or departments, rather than arbitrary combination. The newly established marketing organization should also have a fractal structure, so as to reduce the operating costs of the organization and reduce the communication gap between organizations.

4) Create the organizational mechanism of * * * enjoyment

Knowledge learning and knowledge sharing within enterprises are the main contents of enterprise knowledge management. Through knowledge learning and * * * sharing, the diffusion of knowledge can be realized with high efficiency and low cost, so that most marketers can master some * * * and necessary knowledge, while the knowledge that is generally easy to * * * share is universal and effective knowledge, which can quickly improve the quality and skills of marketers. However, the learning and enjoyment of knowledge is not formed spontaneously in the organization. The relationship between the value of knowledge and the interests of knowledge * * * leads to a certain conflict between individual knowledge interests and organizational knowledge interests, and it is difficult for knowledge * * * to occur automatically in an organization on a large scale. It is necessary for organizations to establish a reasonable incentive mechanism, create a * * * enjoyment culture, and let knowledge * * * enjoy better results. The incentive mechanism of knowledge enjoyment mainly solves the problem of knowledge value distribution in the organization. The knowledge acquired by knowledge owners through hard work enables them to gain a certain personal competitive advantage within the enterprise, which can bring them economic benefits, honors, positions and so on. But if the knowledge owner shares this knowledge with other employees, the knowledge owner will not constitute a knowledge monopoly, and may even cultivate competitors. Therefore, to enjoy knowledge * * * first needs to estimate the value of knowledge, form a perfect knowledge benefit distribution mechanism within the enterprise, and encourage knowledge workers to enjoy knowledge * * * under the guidance of interest stimulation. * * * Enjoying culture is an atmosphere formed when employees widely enjoy knowledge, which further promotes employees' knowledge enjoyment activities. In the knowledge-sharing culture, marketing employees consciously and voluntarily enjoy some experience to provide knowledge convenience for other employees, so they can easily obtain the knowledge they need from other employees. Knowledge * * * enjoys a high standard. At this time, the economic value incentive of knowledge can be transformed into the mutual exchange incentive of knowledge, and the knowledge accumulation of both sides can be improved by exchanging knowledge.

Edit the spiral cycle of knowledge marketing in this paragraph.

The key of knowledge marketing is to ensure the realization of "knowledge cycle" in marketing activities. According to the flow of knowledge, we can divide knowledge marketing activities into two types. One is the process that the marketing department obtains knowledge from customers and spreads and applies it in enterprises, which we can call the internalization process of knowledge marketing; The other is the process that the marketing department sorts out and develops the knowledge about enterprise products, and then spreads it to specific customers, thus having a favorable impact on the enterprise. This process can be called the externalization process of knowledge marketing. These two processes are constantly alternating in the enterprise, forming a spiral process, starting from customers to create knowledge (production), spreading knowledge to the whole organization (dissemination), and finally integrating knowledge into the products and services (applications) of the enterprise. The marketing strategy of enterprises is also upgraded in this round of knowledge transformation. 1, the internalization process of knowledge marketing is the process that marketers discover the relationship between customer behavior and attributes, as well as the knowledge gained in the process of interacting with customers, and spread and apply this knowledge to enterprises to create value. 2. The externalization process of knowledge marketing This kind of knowledge flow was often ignored by most enterprises in the past, because most enterprises only pay attention to immediate interests and are unwilling to invest in areas that can't get benefits quickly but have great potential. The tacit knowledge of enterprises, especially the tacit knowledge of cognition, is of great positive significance to the marketing activities of enterprises, especially the brand building.