多品牌数码相机跨城市扩散研究-工商管理专业论文.docxVIP

多品牌数码相机跨城市扩散研究 摘 要 作为影像记录工具,照相机和胶卷的发明已经超过 160 年的历史,最 近 20 年间，随着电子技术的发展，数码科技逐步和传统照相器材完美 地结合起来，并且成为一个快速发展的新兴产业-数码相机产业。数码 相机作为消费品的市场普及最先从日本开始，并在 10 年前开始进入中 国市场，伴随着中国经济的高速发展以及电子消费产品的而日益广泛 的为普通消费者接受。在数码相机普及的过程中，有两个明显的趋势 是：其一是消费级数码相机时尚化，产品向轻、薄方向发展，另一个 趋势就是专业型的数码单反相机平民化。自 2005 年开始，低端数码单 反相机产品线日益丰富，并且成为越来越多的摄影爱好者的入门选 择。 多个日韩数码相机品牌系列新产品在中国 30 多个城市展示和销 售，客观上可以视作为新产品在中国不同地域的扩散。由于各地经济 收入水平、人文地理、以及文化环境差异很大，故扩散的速度和加速 度，接受程度均有较大的差异。本文就是针对不同数码相机产品的市 场渗透过程，利用巴斯扩散模型以及 SPSS 等软件进行新产品扩散分 析，同时给出相应得营销策略建议以及相应产品的销售预测。 关键字：数码相机、新产品扩散、巴斯模型 A Study on Digital Camera Product Diffusion Across Brands and Cities ABSTRACT As imagine recorder, camera and film were invented more than 160 years ago. In the recent 20years, digital technology was combined with traditional photography equipments, stepping with the development of electronic technology. Digital camera was introduced as consumed products in Japan firstly, and penetrated to China about 10 years ago, and was adopted by many Chinese consumer step by step. During the diffusion course, there are to trends: the first trend is consuming compact digital camera are designed slim and fashion; another one is digital single reflection lens (DSRL) products are becoming more and more popular. Since the year of 2005, there are many new products spring up in the line of changeable lens product. Now, several brands origin from Japan and Korea dominate China digital camera market, and they are distributed cross more than 30 cities, the process can be regarded as the diffusion in deferent areas. As a result of difference in the incoming and afford ability, and consuming habits, there are outer-synchronous of diffusion speed and acceleration. This thesis focuses on digital camera products penetration process, take use of the BASS model and SPSS to bring out the marketing strategy and sales forecast. KEY WORDS: digital camera, product diffusion, BASS model 目 录 引 言 ······························································································