Research On The Marketing Strategy Choice Of PC Enterprise Based On The Technology Innovation Ddiffusion Theory

As the symbol of advanced productive forces, PC technology has led the mankind into the age of the knowledge economy, so PC industry becomes the leading industry of the knowledge economy. The economic globalization and the supports from all countries have impelled the PC marketing competition into the white-hot stage, when the choice of the marketing strategy turns into the sticking point of PC enterprises survival.Previous researches on the choice of enterprises' marketing strategies were carried out based on the economic law, while the knowledge economy breaks the traditional law of diminishing marginal utility, underlining the phenomenon that the marginal utility of knowledge is increasing, so it is critical that the marketing strategy should be chosen according to the law of the knowledge economy instead of the traditional.This dissertation innovatively studies from the technology innovation diffusion theory innovatively. Firstly, according to the knowledge economy law, it makes a comprehensive and systematic analysis of the PC industrial properties and environment, and inducts out the law of PC products'market diffusing. Secondly, combining the PC industrial life cycle theory, enterprise capacity analysis and Bass model prediction, this dissertation builds the model for PC enterprises'marketing major strategies choosing, and puts forward the PC enterprise'sustainable marketing major strategy thinking, then further defines the choice of the marketing mix strategy. Finally, Chinese PC market is taken as the objective to validate and analyze the choice of the PC enterprises'marketing major strategy and marketing mix strategy.This dissertation combines quantitative and qualitative analysis. The Bass model of the technology innovation theory is applicated in the quantitative analysis of the products'spreading trends in our PC market and the choice model of marketing major strategy. By the comparison of the domestic and international marketing strategy management literature and data on the PC companies, the elements impacting product proliferation in the corporate marketing strategic environment are found and the market diffusing laws are analyzed qualitatively.The content in this dissertation is of practical significance, which will provides the theory guidance for the PC company's choice of Marketing strategy, optimizes the allocation of marketing resources, enhances the PC company's competitiveness and encourage the upgrading of knowledge industry.