我国城乡耐用消费品市场用户构成差异的研究——一个创新扩散的视角

Research on the Difference of Market Structure of Durables between Urban and Rural in China

创新扩散理论按照用户采用新产品的时间先后顺序将市场细分为创新者、早期采用者、早期大多数、晚期大多数和落后者五种类型。本文在扩散经典理论和中国市场特征的基础上,提出城镇市场和农村市场耐用消费品用户构成差异的假设。研究结果证实了全部假设:城镇的创新者比例显著高于农村,农村的早期采用者比例显著超过城镇,而各类型采用者的采用持续时间农村全面长于城镇。这些结论为更加深入地了解二元经济结构下中国市场的特征提供了有益启示。

This article examines the difference of market structure of durables between urban market and rural market by using adopter categorization which divides consumers into five categories： innovators, early adopters, early majority, late majority and laggard. Based on the basic theories of innovation diffusion and characteristics of Chinese market, we state several hypotheses on the structural difference. The results validate the hypotheses and indicate that the size of innovators in urban is remarkably larger than in rural while the size of early adopters in rural is remarkably larger than that in urban. The time interval of all categories in rural is larger than the time interval in urban. The conclusion may be helpful to understand Chinese market in the context of dual economy structure and offers some implications for marketing strategies.