消费者需要是现代营销活动的出发点，企业能否赢得市场取决于其产品（包括服务）能否满足消费者的需要。然而长期以来，营销理论界对消费者需要的研究主要采用静态分析法，而很少动态地去分析“消费者需要”。实时营销正是一种动态把握、动态适应消费者需要的营销理论。它由美 Consumer needs are the starting point of modern marketing activities, whether a company can win the market depends on whether its products (including services) can meet the needs of consumers. For a long time, however, marketing theorists’ research on consumer needs has mainly adopted the static analysis method, while rarely analyzed the “consumer needs” dynamically. Real-time marketing is a kind of marketing theory that is dynamically controlled and dynamically adapted to the needs of consumers. It is by the United States