Research On Innovation And Diffusion Strategy Of Nanjing Media Media

With the transformation of economic structure in our country, the government leads the development of Three Networks Convergence. The same business has been begun to operate among the telecommunication network, the internet and the broadcast network. The competition in the market has begun. The new competitive products have launched for their share of communications industry market. For technological innovation and product innovation, more and more domestic scholars research the innovation diffusion theory. Telecommunications and other communications products at the same time as the research object are also very common. The TV of cloud media in Jiangsu Nanjing branch is essentially interactive TV media, with products such as IPTV, applicable to the innovation diffusion theory. This paper will the TV of cloud media as the research object, using the theory of innovation diffusion, analyzing the market TV of cloud media is diffusion strategies.The thesis systematically summarizes the research status about the innovation diffusion theory research at Domestic and foreign. On the basis of innovation diffusion theory of Rogers, integrated all aspects of scholars for rich and complement the theory, emphatically expounds the factors affecting diffusion. Also summarizing the communications industry diffusion factor in other similar products of research, through in-depth theoretical analysis, proposed the TV of cloud media influence factors of spread in the market, and according to the actual circumstance of the company.From the influence factors of diffusion of innovation, and according to the present status, for the TV of cloud media of Jiangsu Nanjing branch, the thesis find out problems and puts forward the countermeasures.The paper belongs to applied paper. The TV of cloud media is the product of technology innovation in Broadcast television industry. Combined with domestic and foreign scholars on innovation diffusion theory of empirical research and empirical research of the communications industry products, that can determine cloud TV media have conforms to the characteristics of the innovation diffusion theory. Therefore, the advice for company is to aim at the competition, enhance core competitiveness, product set to conform to the requirements of the market segmentation, and the diversity of the charges and easy to understand, at the same time to build a fine market service system.