进入21世纪以来,企业赖以生存的市场环境正在悄然地发生着一些重要变化。其一是,市场上的商品生产手段和产品技术特性的趋同化过程不断缩短,企业间的产品技术、产品质量和产品服务的同质化现象愈加明显;其二是,市场上的消费者在发生购买行为时,传统式的理性消费思维和意识逐渐 Since entering the 21st century, some important changes are quietly taking place in the market environment in which enterprises depend for existence. First, the assimilation process of commodity production means and product technical characteristics in the market is constantly shortened, and the homogenization of product technology, product quality and product service among enterprises becomes more and more obvious. Second, the market consumers The occurrence of buying behavior, the traditional rational consumer thinking and awareness gradually