中文摘要：

20世纪90年代至今，一方面，以计算机和因特网的普及为标志的信息革命，为大众和层阶市场转变为个体市场提供了技术和经济性支持。另一方面，实物性商品总量趋于饱和，不断积聚的物质财富和创新的生活体验驱动人们追求商品的独特性和消费过程的自主性，追求与他人有着明确差别的特征，出现需求的“自我”演化，使得消费者和网络销售商互动共同参与构思与方案的提出、改进和实现活动，营销模式从大众和层阶营销，演变为面对个人的“一对一”的个体营销模式。

英文摘要：

Since the 1990s, the general public market and the layered markets are converted into individual micro - markets with the technical and economic support from the information revolution characterized by the popularization of computers and Internet. However, material products are increasingly satiating in general. The ever - increasing material wealth and innovative life experience drive the products uniqueness and consumption freedom, and vendors strive for differentiation, with the evolution of demand individualization. Consumers and networked vendors are interactively engaged in the creation, improvement and implementation of marketing propositions and solutions. The network business marketing schemes are evolving from public and layered marketing into one - to - one individual marketing.