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, the consumers were out of the blind consumption stage and entered the stage of rational consumption. Rational consumer decision making means that consumer attaches great importance to quality and service quality and requires the goods not justto meet the health standards but others such as environmental protection requirements. Green consumption has become fashionable. Ever-changing face of business promotions, consumers tend to take appropriate measures to deal more sensible to replace the impulse buying.In addition, the world's population whichreached 7 billion in the October 31, 2011 continues to grow, particularly in developing countries. Regardless of the population pressure to the environment, increasing population means increasing potential consumption market which is the opportunity for the enterprise.
      Technological Factors:Technohttps://www.51lunwen.org/strategy/ logical development, especially application of 3G and smart phone, speed up and change the process of retail industry development. For example advanced science and technology makes logistics applications,information gathering,remote communication, and data processing possible which improve work efficiency greatly. With the use of mobile 3G technology and smart phone, more and more consumersuse mobile devices such as mobile phone to purchase online. That will leadto tremendous change in the future consumption market.

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