The Research On Innovation And Imitation Effect Of Tinplate Product Diffusion In China

Different product will appear different characteristic in product diffusion progress , innovation (external ) and imitation (internal) effect are two important push factors in new product market diffusion progress. Weakness and strongness of those two factors will directly affect the new product market diffusion progress. The understanding of the product market diffusion progress is crucial for enterprise to study the diffusion characteristic of their product and predict the speed of the product market diffusion in the future and diffusion trend.Tinplate is one of the major metal packing material . The research on innovation (external ) and imitation (internal) effect of market diffusion in China is very important. It can help the enterprise in tinplate industry understand the tinplate market diffusion characteristic and take proper measure according their resource.This paper introduce the development and current situation of tinplate product and market in China and make research toward innovation and imitation effect in tinplate market diffusion in China , which based on the historical data in the past 16 periods. The key parameter of BASS model are P and Q, P expresses innovation coefficient and Q expresses imitation coefficient. P means the development speed of the primary customers, the value varies between 0.00 and 1.00. The more approach to 1 the data , the fast the innovator will accept the product. Q means the coeffecient of product diffusion , it also means the sustained degree of the followers accept the product, the value varies between 0.00 and 1.00. The more approach to 1 the data , the fast the diffusion speed will be in potential customers. This paper estimates the P and Q coefficient of the tinplate market diffusion model in China by applying the relative marketing engineering software. And the date also got across validity test.The running results of tinplate market diffussion model shows:p=0.036 shows that the innovation coefficient is very low during tinplate product diffusion progress in China, it also means that the innovator accept the product very slowly, the affect force of public media is very small.q=0.303 shows that the imitation coeffecient is comparatively high during tinplate product diffusion progress in China, the tinplate diffusion speed is quick during potential customers quickly, the affect force of oral communication is comparatively big.After the P and q coeffecient are evaluated through BASS diffusion model software , this paper forecast the china tinplate market diffusion trend in the 5 years .Finally the paper analyze the result of BASS model how to affect the operation of tinplate enterprises and how to affect their market strategy.