Empirical Study On Innovation Diffusion Based On Network Direct Sales Marketing

Network direct sales marketing in have developed in our country only four or five years old, However, many companies has become the well-known enterprises, and spreading from men trappings to the home filed of clothing, digital products, showing the diffusion potential. But the core of the network direct sales marketing still depend on direct sales mode on internet, to shorten the traditional industrial chain, simplifying the middle part of the capital and time, direct sale products to consumers. This thesis will put the mode under the perspective of communication studies, with Rogers'the innovation diffusion theory, in order to analyze the problem in depth, such as it's spread trend from manufacturer to consumer.And which factors play a key role in this progress.Author used the content analysis in this thesis, diachronic describing the development of network marketing in men's wear brands. So the diffusion of innovation in this mode has a clear outline. Depended on shopping online data offered by Internet Network Information Center (CNNIC)in recent years, And five W mode in communication, detailed analysis the spread progress and its features of the model on the internet. Finally find the communication rule in the network marketing and innovation diffusion. In conclusion, author depended on the social development situation, based on the findings, proposed continuing spread of the three measures:consumer demand-oriented; focus on brand building; service system improvement.