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1.绪论1.1研究背景伴随着中国经济的持续高速发展、国际化程度的提高以及消费新生代力量的成长,人们的消费观念日益贴近西方主流的消费文化,消费者的个性诉求不断增强,中国正逐渐进入新消费时代。在新消费时代,顾客的消费需求日趋复杂化、多样化、个性化,关注购买过程中所得到的服务,更加关注质量和品牌。这在一定程度上有利于品牌的发展。在新消费时代,网络经济得以快速发展,网购市场规模不断扩大,
1. Introduction 1.1 Research Background With the sustained and rapid development of China’s economy, the enhancement of internationalization and the growth of the consumer Cenozoic generation, people’s consumption concepts are increasingly close to the mainstream Western consumer culture. Consumer appetite has been steadily increasing. Gradually enter the new consumer era. In the new consumer era, consumer demand for consumer products has become more and more complicated, diversified and personalized. The services they receive during the purchase process are paid more attention to quality and brand. This is to a certain extent, conducive to the development of the brand. In the new consumer era, the rapid development of the Internet economy, online shopping market continues to expand,