“80后”消费者对于新产品的采用过程分析.doc

Analysis on 80’s consumers adopting new products process –the instance of 3G cellphone Abstract: Companies handle the organizational aspect of new-product development in several ways. New-product adoption is an individual’s decision to become a regular user of product. How do potential customers learn about new products, try them, and adopte or reject them? The consumer-adoption process is later followed by the consumer-loyalty process,which is the concern of the established producer. Years ago, new-product marketers used a mass-market approach to launch product. However,this approach did not achieve its target. New-product marketers now aim at consumers who are early adopters. The consumer-adoption process focues on the mental process through which an individual passer from first hearing about an innovation to final adoption.adopters of new products have been observed to move through five stages:awareness,interest,evaluation,trial,adoption. The new-product marketer should facilitate movement through these stages. This paper based on the consumer using new products, the relevant theory of using process for new products to 80’s consumers as the core of the study. In reading a relevant literature, sums up the basis of consumer behavior, consumption, and analyze their special for new product uses all phases of the process. Finally the new products for the enterprise marketing strategy and provide guidance. For 80s consumers, this special group of consumer groups, analysis and study on the new product, according to the using process, the enterprise by the channel, advertising strategy, targeted for new product pricing, publicity and promotion. Keywords:80’s Consumers; Consumer behavior; New products “80后”消费者对于新产品的采用过程分析 —以3G手机的采用过程为例 摘要：新产品采用过程是消费者从获悉新产品到采用新产品的心理过程，对于不同年龄段的消费者，由于他们的成长的社会环境不同，从而使得他们对新产品的采用过程不同。本文基于消费者对于新产品采用过程的有关理论，以“80后”消费者对于新产品的采用过程作为研究的核心，在阅读一定量相关文献的基础之上，归纳出“80后”消费者的消费行为、消费特征，从而分析他们对于新产品采用过程的各个阶段。最终为企业的新产品营销战略提供指导方向。对于“80后”，这一群特殊的消费群体，做出分析、研究后，根据其对于新产