摘要:现代企业竞争核心已由产品为中心的生产和成本为核心的竞争转为以消费者导向为基础的营销。市场经济条件下，买卖双方地位的转变，消费者主权地位上升，使得企业的生存受到威胁。企业要想在激烈的竞争中存在并发展，就需要不断的探讨自己的销售策略，不断更新自己的营销手段。

　　　本文基于消费者角度对企业营销战略创新进行探究，消费者主权地位上升，企业营销导向转变的背景下，明确研究目的与意义，分析了消费者需求状况、心理变化趋势、购买行为、消费结构的基础，提出企业营销策略存在的问题，根据消费者导向，以消费者对产品健康化的需求特性，开展生态营销策略创新；以消费者需求品牌化特征，加强品牌营销策略创新；根据消费者情感化的消费趋向，开展情感营销策略创新；以消费者购买行为和消费结构的变化，注重网络营销策略创新，包括：互动沟通策略、SEM策略、博客营销策略。新型营销策略是基于消费者导向的企业营销战略创新模式和解决方案，对企业的发展有深远意义。

关键词： 消费者  营销策略  创新探讨

ABSTRACT:The core of modern enterprise competition has been product-centric production and cost competitiveness as the core into consumer-oriented based marketing. Market economy conditions, buyers and sellers change of status, the status of consumer sovereignty rise, making the company's survival is threatened. Enterprises in the fierce competition in the presence and development, we need to constantly explore their sales strategy, and constantly update their marketing tool.

　　　Based on the perspective of the consumer business marketing strategy to explore innovations, rising consumer sovereignty, corporate marketing orientation in the context of transition, a clear purpose and significance of research, analyzes consumer demand conditions, psychological trends, buying behavior, consumption structure proposed based on the problems of corporate marketing strategy, according to consumer-oriented health of the consumer demand for the product characteristics, carry out ecological marketing strategy; branding to consumer demand characteristics, strengthen the brand marketing strategy; based on consumer sentiment of consumer trends, innovative marketing strategies to carry out emotion; consumer purchasing behavior and changes in consumption structure, focusing on innovative online marketing strategies, including: interactive communication strategy, SEM strategy, blog marketing strategy. New marketing strategy is based on consumer-oriented marketing strategy innovative models and solutions for enterprise development has far-reaching significance.

Keywords： Cnsumer； Mrketing； Srategy innovation