二十世纪末，互联网络的狂潮正快速地席卷全世界．而直接面对消费者的服务业，也开始运用互联网络创造商机。企业跨国做生意的时空界线被打破，中间渠道、中间商被取代，营销流程缩短；从航空、旅游到百货业，企业开始和消费者进行互动沟通，提供大量廉价的服务．然而，企业在 At the end of the twentieth century, the Internet frenzy is rapidly sweeping the world. The service industry that directly faces consumers has also begun to use the Internet to create business opportunities. The temporal and spatial boundaries of the transnational business of corporations have been broken, intermediate channels and middlemen have been replaced, and the marketing process has been shortened. From aviation and tourism to department stores, companies have begun to interact with consumers and provide a large number of cheap services. However, companies are