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研究背景20世纪60年代罗杰斯(Rogers)提出了著名的创新扩散理论,描述了一项新产品或服务如何为人知晓并在社会系统中得以推广的过程。作为传统报媒衍生的数字创新产品,手机报也面临扩展战略的选择和推进问题,然而当下手机报的消费者采纳状况及扩散研究却寥若星辰。本文选取江西省域为调查样本,分析影响手机报扩散效果的因素及消费者决策使用等现实命题,希冀以此区域个案为观照,形成对手机报产品营销及用户开发的深入思考。
Research Background In the 1960s, Rogers proposed the well-known theory of innovation diffusion, which describes how a new product or service is known and promoted in a social system. As a traditional newspaper media derivative digital innovation products, mobile newspaper also faces the choice of expansion strategy and promote the issue, but the current mobile phone consumer adoption status and proliferation of research is very rare. This paper selects Jiangxi Province as the sample of the survey, analyzes the factors that affect the proliferation of mobile phone newspapers and consumer use of real decisions and other real proposition, hoping to look at the case of the region to form a mobile phone product marketing and user development in-depth thinking.