进入21世纪,人们消费总体层次和构成向高层化、舒适化、情感化方向发展,人们消费需求亦日趋差异化、多样化、个性化、情绪化,更加注重个性的张扬和精神的愉悦,“情绪价值”消费观愈发明显,“机能价值”消费观日趋弱化。美国营销大师菲利普·科特勒先生曾把人们的消费行为大体分为三个阶段:第一是量的消费阶段;第二是质的 In the 21st century, the general level of people’s consumption and composition have moved toward high-level, comfort and emotional orientation. People’s consumption needs have also been increasingly differentiated, diversified, personalized, emotional, and more individual-oriented and delightful. “Emotional value ” concept of consumption is more obvious, “function value ” view of consumption is getting weaker. Philip Kotler, a great American marketing guru, divided people’s consumption behavior into three stages: the first is the consumption stage; the second is the quality