随着生活水平和生活质量的提高,现代社会中人们消费的观念不再停留于仅仅获得更多的物质产品以及获得产品本身,相反,消费者购买商品越来越多是出于对商品象征意义和象征功能的考虑,即人们更加注重通过消费获得个性的满足。企业要想在市场上立于不败之地,必须根据消费者需求新特 With the improvement of living standards and quality of life, the concept of people’s consumption in modern society no longer rests solely on obtaining more material products and obtaining the products themselves. On the contrary, consumers increasingly buy commodities out of symbolic meaning And the symbolic function consideration, namely the human pay more attention to obtain the individual satisfaction through the consumption. Enterprises want to be invincible in the market, must be based on consumer demand for new special