由于经济生活的复杂性,人的认识的滞后性,以及人对社会经济生活控制能力的局限性,往往使企业在生产经营中,面临着遭受损失甚至破产的风险。例如上海市一百余家领带厂在“西装热”降温后纷纷倒闭、转产。贵州省20％的服装厂也因跟不上服装流行的速度而关门。面对如此严酷的现实,企业要想在生产经营中避免风险,在市场竞争中立于不败之地,就必须深入研究市场流行消费。 Due to the complexity of economic life, the lag of people's understanding, and the limitation of people's ability to control social and economic life, enterprises often face the risk of losses or even bankruptcy in their production and operation. For example, more than 100 tie factories in Shanghai have closed down and converted their products after the “suit suit fever” cooled. 20% of the clothing factories in Guizhou province have also been shut down because they are not keeping pace with the popularity of clothing. In the face of such a harsh reality, companies that want to avoid risks in their production and operations and remain invincible in market competition must deeply study the market's popular consumption.