Research On The Influence Of Brand Strategy And Perceived Product Innovation On New Product Adoption

With the development of science and technology,product iteration speed is getting faster and faster,and companies can only survive in the market if they respond quickly to market demands and launch new products that meet consumer needs,but aiming at how to increase consumer adoption of new products has always been a problem to companies.Therefore,more and more scholars have shifted their research focus from product innovation to consumer perception of product innovation,because only the innovation perceived by consumers is meaningful then it can truly influence the purchase decision of consumers.The brand is also an important factor influencing consumers' purchase decision.The competition of modern enterprises is not only the competition of products,but also the competition of the brand.The brand plays a crucial role in the success or failure of the products and the entire enterprise.Therefore,this paper takes the brand marketing and diffusion of innovation as the theoretical basis,and uses experimental methods,such as analysis of variance and other methods to explore the impact of brand strategy,perceived product innovation on the adoption of new products,and the interactive effects of the two on the adoption of new products and the regulatory role of product categories.The research results show that:First,the brand strategy has a significant impact on the adoption of new products.When the product is an experiential product,the difference of the adoption willingness is not significant between the original brand and original brand combined with sub-brand strategy,but it is significantly higher than that of the new brand strategy.When the product is a search product,the adoption willingness of consumers will be reduced in the turn of the original brand,the original brand combined with sub-brand,and the new brand strategy.Second,compared to the low level of perceived product innovation,the high level of perceived product innovation will significantly increase consumers' willingness to adopt,and their positive impact on search products will be greater than that of experiential products.Thirdly,when the consumer perceives a high degree of product innovation,the original brand combined with sub-brand strategy is most suitable to the adoption of new products if the product is an experiential product;the original brand,the original brand combined with sub-brand and the new brand strategy have no significant impact on the adoption of new products while the product is a search product;when consumers perceive a low degree of product innovation,whether the product is an experiential product or a search product,the original brand strategy is always most beneficial to the new product adoption.Thus,when companies are upgrading their products,they should strive to improve the degree of product innovativeness and pass on information of new product to consumers to ensure that innovativeness can be perceived by consumers and promote the adoption of new product.In addition,companies should flexibly choose the most conducive brand strategy to the adoption of new product based on different types of products to increase the success rate of new product,according to the different levels of consumers' perceived innovativeness.