随着经济全球化的不断发展,网络经济日益显示出其优势,世界零售业正面临着巨大的冲击。一方面,近几年来世界经济动荡频繁,金融危机时有发生,由于经济全球化制约因素的作用,使国际市场受到不同程度的影响,市场营销的周期性变化呈现出复杂化趋势;另一方面,随着社会发展和科技进步,新的消费群体正在形成,他们的文化程度越来越高,掌握的信息量越来越大,这一群体的消费出现向理性化方向发展的趋势,使零售商应对市场营销的难度越来越大。一 With the continuous development of economic globalization, the internet economy is showing its advantages day by day. The world retail industry is facing a huge impact. On the one hand, the world economic turmoil has been frequent and the financial crisis has occurred in recent years. Due to the restriction of economic globalization, the international market has been affected to varying degrees. The cyclical changes in marketing have become more complicated. On the other hand, With the social development and scientific and technological progress, new consumer groups are taking shape. Their educational level is getting higher and higher, and the amount of information they hold is getting larger and larger. The consumption trend of this group shows a trend toward rationalization. Retail sales Business response to marketing more and more difficult. one