电子商务的出现,没有实质改变消费者的实际需求,却改变了消费者在需求被满足过程中的心理预期。相比于传统零售,电子商务从“消费者体验”维度赋予了“以消费者为中心”理念可被量化的可能,促进传统零售向现代零售迈进了重要的一步。现代零售以营销3.0为标志,而营销3.0的标志则是以人(消费者)为主的中 The emergence of e-commerce did not substantially change the actual needs of consumers, but changed the psychological expectations of consumers in the process of meeting their needs. Compared to traditional retail sales, e-commerce has given the concept of “consumer-centered” from the “consumer experience” dimension to be quantifiable, and has promoted traditional retail to an important step towards modern retail. Modern retail is marked by marketing 3.0, while marketing 3.0 is based on people (consumers).