目前我国的企业只通过为客户提供产品和服务以及一些特色的功能利益来满足消费者的需要 ,缺乏对消费者利益深层次的理解和分析 ,因而这种单维营销也只能属于浅层次的市场营销。消费者利益从深层次上理解应包括功能利益、流程利益、关系利益三大方面。因此 ,市场营销应建立利益营销新体系 ,构建市场营销新模式 ,更好地满足消费者的利益需求 ,提高企业的营销能力。 At present, the enterprises in our country meet the needs of consumers only by providing products and services to customers and some special functional benefits, and lack of deep understanding and analysis of consumer interests. Therefore, such one-dimensional marketing can only belong to the shallow level Marketing. Consumer interests from a deeper understanding should include the functional benefits, process benefits, the three aspects of the relationship between benefits. Therefore, marketing should establish a new system of interest marketing, build a new marketing model to better meet the interests of consumers demand and improve their marketing capabilities.