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Empirical Study on Innovation Diffusion Based on Network Direct Sales Marketing

Author: QuanZuo
Tutor: HanZuo
School: Northwestern University
Course: Communication
Keywords: Network of direct sales Brand men Innovation and diffusion Mode of transmission
CLC: F713.32
Type: Master's thesis
Year: 2010
Downloads: 561
Quote: 1
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Abstract


Network of direct sales in the birth of our development time of just four or five years , but has become a lot of business , and gradually spread to the home apparel , digital products and other categories from the originally established in the men's field , was the proliferation of the trend . But the core of the network of direct sales model are relying on the Internet , to shorten the traditional industrial chain , to simplify the middle part of the time cost of funds diversion , directly facing the sales of Internet users . The mode of this article placed under the Communication research perspective , with the help of Rogers' innovation diffusion theory , analysis of trends in the spread of innovation diffusion network of direct sales model from the manufacturer to the channel and then to consumers , dig out to play a key role in this communication process the role of the factor. In this paper, the content analysis method , a diachronic description of the course of developments in the field of men 's network of direct sales made ??, the model of innovation diffusion process with a clear outline . According to the China Internet Network Information Center 's latest survey data , combined with Rogers' diffusion of innovation theory and dissemination 5W classic mode , respectively, from the aspects of the dealer network of direct sales model , the product itself , the marketing channel and online shopping Internet users , detailed analysis of process and its characteristics of this innovative model the spread of the Internet , draw a network of direct sales model innovation and diffusion propagation law . Finally, based on the status quo of China 's social development , the continuing spread of the three measures of the network of direct sales model for the results that consumers' demand ; emphasis on brand building ; improve the service system , in order to provide for the spread and development of the network of direct sales model targeted recommendations .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > Retail Trade
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