1．问题的提出现代市场营销学或市场营销理论是以研究消费者的消费行为为基础,在深入分析消费者的需要、需求、欲望及其基本影响因素之后,阐述了市场营销的主要任务、基本策略和具体营销技术。从消费的形成过程看,是有一种力量决定了消费行为乃至人的需要、需求、欲望的千差万别,我们把这种力量称之为消费驱动力。 1. Problems raised Modern marketing or marketing theory is to study consumer behavior based on consumer behavior, in-depth analysis of consumer needs, needs, desires and their basic influencing factors, elaborated the marketing of the main tasks, the basic strategy And specific marketing techniques. From the formation of consumption process, there is a force that determines the consumer behavior and even human needs, needs and desires vary widely, we call this power consumption driving force.