Research on Factors of Smartphone Diffusion Based on Innovation Diffusion Theory

摘要

During the past several years, the smartphone represented by Apple iPhone in China is like hotcakes. By examing the causes of smartphone diffusion in China, this paper seeks to shed light on how the innovational product could diffuse. This paper mainly uses the historical, the literature and logical analysis method. The research shows that the perceived innovation, celebrity and entertainment orientation of society are the key factors. It also suggests that marketer of future should pay attention to opinion leaders, 4E's of Marketing and social trend.