The Promotion Research Of 'Shidanli' Fertilizer Brand By The Theory Of Diffusion Of Innovation

The theory of diffusion of innovation, as one of the development communication, was found on the western social reality and humanistic environment. In this article, combining China's special national conditions and social environment, the writer applied the Rogers' five stages of diffusion of innovation to the promotion of 'Shidanli' fertilizer brand.In this article, the writer combines the theory of diffusion of innovation with field survey. Under the background of fertilizer industrial cluster in Shandong province and Linyi City, putting the promotion of 'Shidanli' brand in Cangshan County as research object, the writer investigated all stages of diffusion of innovation in the promotion of fertilizer brand, studied the influencing factors of buying fertilizer for consumers and researched the theory of diffusion of innovation in fertilizer industry under the background of Chinese market economy.In order to clarifying these problems, the first chapter presented the origin of problems, the research significance and literature reviews. The second chapter analyzed the inner and exterior environments of 'Shidanli' company. In charpter three, the writer studied all the stages of diffusion of innovation in Cangshan County. At last, the writer gave some constructive suggestions in investigation.