摘要：个性化需求已经成为商务中一个重要的。本文从网站策略需求、产品策略需求研究个性化需求的`内在性，从生产模式、模式、经营模式、价值模式的变化和相关案例，研究电子商务活动的个性化需求的必然性，从而得出个性化需求条件形成之必然。

关键词：电子商务，个性化服务，个性化产品，无差异产品


Abstract: individualization requirement has become an important research question in e-commerce development. The inherent individualization requirement is studied from these requirements of Web site tactics and product tactics, the inevitability of e-commerce activity-based individualization requirement is studied from some related cases and the changes of production model, economic model, management model and value model, and then to get the inevitability of forming the individualization requirement in this ***.

Keywords: E-Commerce, individualization service, individualization product, Non-divergence product

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