The Research On Marketing Diffusion Strategy Of Innovative Consumer Electronics Product

Consumer electronics, as an important part of electronic information industry,has become an important engine of Chinese economy. With the pace of 3C integration,product innovation appears endlessly. Accelerating innovation diffusion has becomean important means for an enterprises to improve its competitiveness. But most ofconsumer electronics enterprises in China, are short of enough innovation abilities,resources and skills, can't satisfy the diversified market demands and fiercecompetition in the market, and lack of targeted and measurable marketing strategies inmarket diffusion of product innovation.This thesis, based on the rapid development of the consumer electronics industry,selects the innovative consumer electronics products for research, reviews andassesses the theories of market diffusion, analyzes the market diffusion of theinnovative consumer electronics products in China through abundant examples, sumsup the successful experience and existent problems in this field, studies the marketdiffusion process and its factors of the innovative consumer electronics products, anddiscusses the effective market diffusion strategies of the innovative consumerelectronics product, which include consumer electronics company, consumerelectronics product, diffusion environment and diffusion four levels, in order toimprove the social and economic efficiencies in China.