The Research On The Development Of Home Gateway Under Competition

The extension of the intelligent home appliance, the innovation of broadband access technology and home network technology, as well as the national attention of digital home and home gateway, all provide the impetus for the development of home gateway. However, although numerous enterprises showed great intention in home gateway market and introduced a variety of related products and services, home gateways’development in china is still not ideal, consumers still lack perception, and none of the enterprises has obtained a significant competitive advantage in the home gateway market or accounting for an absolute competitive position. Therefore, the overall prosperity of the home gateway market still has a long way to go.Thanks to the development of digital home technology, home gateway has become more and more important as its control center. The applications of home gateway are still in the initial stage. Enterprises in the related industries are all trying to make some breakthrough in the market of home gateway service.With the emergence of a variety of new opportunities and new hot spots for home gateways, some research achievements are accumulated in business practice, market commentaries and academic papers, but most are from a macro perspective introducing technical aspects of the home gateway development, opportunities, challenges and countermeasures, or the microscopic analysis of the home gateway system design and operating technology.The lack of consumer acceptance behavior research of the home gateway, the lack of product diffusion research of the home gateway, and the lack of the relationship research between related companies, have lead to the enterprise strategies for the home gateway lack of relevance and effectiveness, and also become one main reason why the development of home gateway is so slow. This dissertation studies from the above three perspectives, and make appropriate policy recommendations in how to better meet the consumer demand of home gateway, how to promote the growth of the home gateway market faster and more reasonable, and how to establish harmonious co-opetition relations of home gateway enterprises.The most of domestic and foreign related researches focused on the technical aspect of home gateway such as system design, while pay less attention to user’s acceptance behavior of home gateway. In this dissertation, technology acceptance model and its evolution model form the basic theoretical framework. It mainly discusses the key factors which affect user acceptance most through social survey questionnaire. The dissertation has innovatively introduced the competition perception factors which include brand advantage, function advantage and price advantage, in order to fully understand user’s acceptance behavior of home gateway. It has also proved that the competition perception factor do affect use’s acceptance behavior of home gateway indeed by positivism research. The main conclusions of this part are as follows:Some factors have positive influence on user’s usage willingness, namely, perceived usefulness, perceived ease of use, subjective norms, behavioral control, brand advantage, function advantage and price advantage. Since the development of home gateway is still at an early stage, this dissertation points out that external influence and personal influence don’t have obvious positive influence on subjective norms. Self-efficacy and facilitate condition has a positive effect on control belief. Usage willingness and behavioral control both have positive effect on usage behavior. At last, this dissertation offers several practical suggestions on market strategy of home gateway.The competition perception factors, including the price advantages, function and brand advantages, are also used to study the diffusion process of home gateway, namely introducing competitive environment in diffusion model, to analyze product diffusion mechanism of and its influencing factors. This dissertation also studies the relationship between telecom operators and electrical home appliance manufactures.This dissertation is a multidisciplinary and comprehensive study, the theoretical knowledge and research methods used in the study include consumer behavior, strategic management, new product diffusion theory, game theory, knowledge transfer theory, social research methods, computer simulation and case study method, combining qualitative research and quantitative research, dynamic research and static research.In conclusion, the innovative outcomes of the dissertation mainly achieved are in the following aspects:This dissertation adopts technology acceptance model and its evolution model to study home gateway users’acceptance behavior and innovatively introduces brand advantage, function advantage and price advantage which are predictive variables of competition perception factors. It creates a home gateway user acceptance model under competition, which is theoretical innovation. By designing and handing out questionnaire and using statistical analysis technique, the research confirmations that how competition perception factors influence home gateway users’adopted behavior. Using methods of social investigation under theoretical framework, it finishes the empirical data analysis of home gateway user acceptance model, which is practice innovative. Finally, it provides reasonable and achievable strategies and recommendations for home gateway related enterprises.This dissertation studies home gateway diffusion process by adopting the competition perception factors after empirical research, including brand advantage, function advantage and price advantage. It adds in competition environment influence factors and sets up home gateway diffusion model under competition. It analyses how competitive factors influence the spread of products through the model simulation analysis, and puts forward relevant suggestions of product diffusion. This dissertation studies the relationship between telecom operators and electrical home appliance manufactures from three different angles that are enterprise co-opetition, knowledge transfer and case analysis, using tools like enterprise co-opetition game theory, evolutionary game theory, knowledge transfer theory and case study. Home gateway enterprise competition and cooperation relations are studied to provide theory basis and strategy advice for related home gateway enterprise.