创新产品扩散的理论模式及其应用研究述评

A Research Review on Theoretical Mode and It's Application to Innovation Product's Diffusion

创新产品扩散理论是现代市场营销学的重要领域,涉及经济学、管理学、社会学和数学等多门学科,国外该领域的研究视角多样,难以统一.以S型扩散曲线的形成机理和特征为切入点,将现有研究从同质和异质环境下的单一产品扩散、多类别多世代产品扩散和参数估算与预测四个维度建立一个统一的创新产品扩散研究框架,并就各维度的研究主题、主要的研究内容和研究成果做了总体性的概括和评价.指出了该领域研究存在的不足和未来的发展方向.

Diffusion theory pertaining to innovative products is an important subject of modern marketing science, related to the disciplines of economics, management, sociology and mathematics. Overseas studies are conducted from various perspectives and hence hard to converge. Starting from the evolutionary mechanism and properties of S-shaped curve, it discusses a novel technique for a generalized conceptual framework to examine innovative products diffusion theory. And the effort is made to create a unifiedresearch framework for innovative new product diffusion by incorpora- ting previous overseas research work from the following four dimensions-single product diffusion under homogenous environment, single product diffusion under heterogeneous environment, multi-category and multi-generation product diffusion, and parameter estimation and forecast. It also makes a summarization and assessment about the research subjects and findings. It points out the room for improvements and the development trend in the future.