A Study On Digital Camera Product Diffusion Across Brands And Cities

As imagine recorder, camera and film were invented more than 160 years ago. In the recent 20years, digital technology was combined with traditional photography equipments, stepping with the development of electronic technology. Digital camera was introduced as consumed products in Japan firstly, and penetrated to China about 10 years ago, and was adopted by many Chinese consumer step by step. During the diffusion course, there are to trends: the first trend is consuming compact digital camera are designed slim and fashion; another one is digital single reflection lens (DSRL) products are becoming more and more popular. Since the year of 2005, there are many new products spring up in the line of changeable lens product.Now, several brands origin from Japan and Korea dominate China digital camera market, and they are distributed cross more than 30 cities, the process can be regarded as the diffusion in deferent areas. As a result of difference in the incoming and afford ability, and consuming habits, there are outer-synchronous of diffusion speed and acceleration. This thesis focuses on digital camera products penetration process, take use of the BASS model and SPSS to bring out the marketing strategy and sales forecast.