新製品 擴散에 關한 硏究 = A Study on the Diffusion of New Product

다국어 초록 (Multilingual Abstract)

Since the competition among modern companies has been getting stiffer and stiffer and the rate of new product failure in the market has increased, they have concentrated their efforts on understanding and utilizing the diffusion and adoption of new products which have influenced vitally on their survival and growth.
Recognizing this situational importance, this paper attempts to analyze following subjects in order to provide modern companies with the theoretical framework required for marketing strategy development.
1.The diffusion process of new product.
2.New product development process.
3.Adoption process by individual and organization.
4.Influencing variables on the diffusion of new product.
5.Effective communication channel at the each stage of new product diffusion.
6.Roles of opinion leader and change agent.
But this paper suggests Meta Research to achieve its theoretical and empirical validity.

목차 (Table of Contents)

• I. 序論
• 1. 硏究의 意義
• 2. 硏究의 方法 및 範圍
• II. 新製品의 擴散 및 受用
• 1. 意義
• 2. 新製品의 開發過程
• 3. 個人의 新製品 受用過程
• 4. 組織의 新製品 受用過程
• 5. 新製品 特性과 受用速度
• III. 社會體系內 構成員
• 1. 受用曲線과 受用者類型
• 2. 革新性과 受用者 類型
• IV. 커뮤니케이션 經路
• 1. 커뮤니케이션 經路의 意義
• 2. 意見先導者
• 3. 變化 主導者
• V. 結論 및 提言