网购作为一种交互式的购物形态和消费方式,如果能够成为消费者减轻压力的理想出口,就可避免成为消费者的又一种“心灵鸡汤”。经典的营销学理论认为,现代企业的营销工作应该从选择顾客价值开始,接下来才是提供顾客价值并沟通顾客价值的工作。然而,企业该如何选择所要提供的顾客价值,似乎是一个非常难以回答的问题。由于营销者常常不了解消费者的真正价值需要,消费者也很难找到真正帮助自己 As an interactive shopping form and mode of consumption, online shopping can be another “chicken soup of heart” consumers if it can become an ideal outlet for consumers to reduce stress. Classic marketing theory that the marketing of modern enterprises should start from the choice of customer value, the next is to provide customer value and customer value communication work. However, how a firm chooses to provide the customer value it seems seems to be a very difficult question to answer. Because marketers often do not understand the true value needs of consumers, it’s hard for consumers to find ways to really help themselves