"valley" In The Process Of Emerging Technology Products Commercialization Across Studies

Emerging technology is changing the appearance of today’s world. As a final form of emerging technologies, emerging technology products are also changing the lives of consumers, as well as the situation of industries and enterprises. If an emerging technology wants to obtain the success of commercialization, its products must go into mass market, otherwise it can only become precocious technology, or the game of minority, not to mention realizing its characteristics of creative destruction. The commercialization of new technologies has become a hot study point, and adoption life cycle of technology is a specific theory based on the law that high-tech products were adopted by consumers in market. This theory points out that high-tech products must cross technology chasm if it wants to gain the success of commercialization. Technology chasm is formed between two kinds of consumers (visionary and pragmatist) who have totally different psychology and behavior, which is easily ignored by enterprises. This situation results in the failure of emerging technology products’ commercialization. This paper based on this theory was trying to discuss technology chasm’s existence and formation mechanism, construct crossing model and do empirical research on it, and give some relevant suggestions for enterprises.First, based on reviewing and summarizing a large number of historical documents, this paper defined related concepts, confirmed that emerging technologies adoption life cycle was constituted by innovator stage, visionary stage and pragmatist stage, and then analyzed characteristics of every stage.Second, after contrasting phase characteristics of visionary and pragmatist stage for differences, this paper studied the chasm’s formation mechanism. Through analysis, this paper came to the conclusion that enterprise had achieved success in visionaries’market when it entered the chasm stage, so it needed to focus on pragmatist stage if wants to cross the chasm. Then, by analyzing the characteristics of pragmatists, it studied the key influencing factor, the medium of crossing chasm.Third, using the method of empirical research, we designed questionnaire to investigate pragmatists. Applying to SPSS17.0and structural equation modeling this paper analyzed the data of208valid questionnaires collected. The results verified that the same type people’s buying behavior in specific subdivision market, provided overall product, market leadership were key factors affecting the buying behavior of pragmatists in mass market. Based on the study and these key factors, this paper provided three targeted market promotion proposals to enterprises.Finally, taking3G technology’s condition in China as an example, after simple statistical analysis of the data gathered, this paper proved that3G technology in China was gradually entering the stage of chasm, and it was suitable to the chasm crossing model. By analyzing actual market promotion strategies of three operators in China, this paper pointed out deviations and errors existed in these strategies, and put forward some suggestions using the model this paper constructed. This paper took the actual usage of the model as an example to show how the research results acted, providing theory references on how emerging technology products can successfully proliferate from niche markets to mass markets and realize commercialization.