随着市场中消费品呈现同质化和多样化趋势，消费者需求日益准确，这就必然要求企业提供的商品和服务的准确化。
There is a new trend in the market-homogeneity and variety, thus, it is necessary for enterprise to provide right commodity and service.
在如今这个同质化商品竞争愈演愈烈的时代，消费者的需求正在发生重大转移，即由物质利益为主逐渐转向以精神和心理满足为主。
At present the commodities with same quality are competing more and more seriously, and consumer's demand is changing from material benefit to getting the satisfaction of spirit and psychology.
与此同时，企业面临着商品、服务同质化严重、市场过度竞争的环境。
At the same time enterprises are facing a fierce competition situation with almost identical products or services.
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