随着人们生活水平的提高,消费者购买一件产品的时候不仅是为了获得商品的使用价值,在很多情况下是为了追求一种情感上的满足,或自我形象的展现。人们的需求,不再仅仅获得更多的对物质产品本身,而是越来越多的出于对商品的象征意义、个性特点的追求上。 As people’s living standards improve, consumers purchase a product not only for the purpose of obtaining the use value of the product, but also for pursuing an emotional satisfaction or self-image in many cases. People’s needs, no longer just get more of the physical product itself, but more and more out of the symbolic meaning of goods, the pursuit of personality traits.