Diffusion Of Innovations:the Communications Planning Of Integrated Marketing Promotion On The New Energy-saving Production"K Film"

With the economic development, energy waste and environmental pollution present increasingly serious problems. As the biggest department of terminal energy consumption, building energy consumption accounts for thirty-five percent of total world energy consumption. In consideration of the serious situation of building energy efficiency, the reform is urgently needed in the field of energy-saving and environmental protection. However, during the real production-sale, the promotion of "K film " ——the new energy-efficient production of K Company did not progress smoothly, even meet some difficulties.This thesis take the glass film production of K company as an example, analyzing the competitiveness in the market of architecture filmed glass with Michael Porter’s Five Forces Model, SWOT matrix method analysis as well as innovation diffusion theory model. The objective of thesis is to creatively solve the problems of how to access to market, adjust marketing strategies, and overcome the communication obstacles during the promotion of high-tech production " K film " by using the network science marketing, experiential marketing, and viral marketing theories, achieving the goal of increasing the production sales and brand awareness in a short time.