“顾客体验:把握它。”——在戴尔公司总部差不多每间办公室都写着的一句口号。正如美国营销学家菲利普·科特勒所说:“市场再也不是它过去那个样子了。顾客意识到真正的产品差异很少,并显示出较少的品牌忠诚。他们能从因特网和其他的资源中获得广泛的、允许他们更理智的购买东西的产品信息。他们甚至可以具体说明愿意付给的价钱,并等候最合适的卖主的回应。”对顾客而言,信息技术的发展使人们依靠媒体或网络获得某一方面的知识的过程变得异常轻松;越来越多的 “Customer Experience: Take It.” - A slogan that is written in almost every office at Dell’s headquarters. As the American marketing scientist Philip Kotler said: “The market is no longer what it used to be. Customers realize that there are few real product differences and show less brand loyalty. They can get from the Internet and other The resources are given extensive information about products that allow them to be more sensible. They can even specify the price they are willing to pay, and wait for the response from the most appropriate seller.” For customers, the development of information technology The process by which people rely on the media or the Internet to gain a certain amount of knowledge becomes extremely easy; more and more