在网络零售快速崛起的背景下,消费升级的趋势也愈加明显。消费品市场结构持续优化,新兴业态快速增长,品质消费、绿色消费、智能消费等亮点频现。2017年4月6日,阿里研究院发布《阿里品质消费指数报告》,这是国内第一个通过大数据角度挖掘居民消费升级趋势的指数报告。报告梳理出了我国消费升级的5大特征。北京大学光华管理学院营销学系徐菁教授从营销角度重新定义了“需求”的概念。在需求1.0阶段,消费者 In the context of the rapid rise of online retail, the trend of consumer escalation is also more obvious. The market structure of consumer products continued to be optimized, the rapid growth of emerging formats, the frequent occurrence of bright spots such as quality consumption, green consumption and smart consumption. On April 6, 2017, Ali Research Institute released the “Ali Quality Consumer Index Report”, which is the first index report in China to tap the upward trend of household consumption through big data. The report drew out five major characteristics of China’s consumption upgrade. Guanghua School of Management, Peking University, Professor Xu Jing Marketing from the marketing point of redefinition of the “demand” concept. In the demand 1.0 stage, consumers