Early Market Emerging Technology Products With The Intention Of Empirical Research

Emerging technology can create a new industry or destroy an old industry, the emerging technology companys have their own strong competitive advantages, they can use their emerging technology products reap a rich market returns.However, everything has two sides, the market of emerging technology products is in a powerful magnet and also rife with great risks, especially in the early market, the promotion of most emerging technology products is failing to identify the factors of target users's purchase intentions,leading the marketing strategies are not strong enough and therefore can not enter the mass market to achieve large-scale production and sales. To solve the above problem, we research in the factors of target users's intention in the early market and the marketing strategy of these factors.First, the paper reviews a large number of historical literatures, and defines the relevant concepts, then uses the theories of psychology and marketing to summarize the different characteristics of the users at different stages. The paper uses Philip kotler's value model and Schwartz's value system as foundations, to identify the factors of target users's purchase intention, to build the users'model in phases;Secondly, this paper uses empirical research methods, combined with China's national conditions, to design the questionnaire on the innovators and early adopters.We collected 393 valid questionnaires and analyzed these questionnaires by SPSS16.0, verifying the purchase intention models.The personalized products,interpersonal communication, user involvement, innovators identity, perception of functional innovation are the key factors to the innovators'purchase intention; design of products, technologies, services, user involvements, early adopters identity, perceived usefulness are the the key factors to the early adopters'purchase intention. Then we propose a marketing proposal to the emerging technology companys;Finally, the paper uses China's 3G market as an example, through the Ministry of industry's data to analyze and demonstrates the 3G technology is still in the early stages of diffusion, is suitable for the proposed model in this paper, and points out that the operator's existing marketing strategies are not that right , based on the application of this model we put forward the improvement suggestions and explains the model how to play a role in practice, to provide a reference to the market of emerging technology products in our country.