随着经济发展和科技进步,企业营销越来越丰富,传统范式出现缺陷,无法体现消费者与品牌之间这超越交易、动态、互动的关系。一系列研究消费者与企业和品牌的关系兴起,顾客与企业不再仅仅局限于金钱交易,而是有各种方式和更多的互动。本文通过对顾客契合驱动因素相关文献的梳理,对其进行综述和研究。 With economic development and scientific and technological progress, corporate marketing is becoming more and more rich. The traditional paradigm is flawed and it can not reflect the trans-transaction, dynamic and interactive relationship between consumers and brands. In a series of studies, the relationship between consumers and enterprises and brands has arisen. Customers and enterprises are no longer limited to money transactions. Instead, there are various ways and more interactions. This paper summarizes and researches the relevant literature of customer engagement drivers by reviewing them.