在合作竞争时代 ,零售企业与消费者结盟具有重要意义。联盟关系主要通过消费者对零售企业商品及服务的忠诚及双方的默契来维系。零售企业应主动创造条件 ,将消费者纳入其长期合作的联盟网络。 In the era of cooperative competition, the alliance between retailers and consumers is of great significance. Affiliation is maintained primarily through consumer loyalty to the retail business of goods and services and the tacit understanding of both parties. Retail companies should take the initiative to create the conditions for consumers to be included in their long-term alliance network.