消费者文化创作跟扩散.ppt

文档介绍：InformalGatekeepersConsumerInnovation/anizationsresponsibleforcreatingandmarketingaculturalproductisaCulturalProductionSystem(CPS).Itconsistsof:CreativeSubsystem-eneratingnewsymbolsand/-responsibleforselecting,makingtangible,massproducing,andmanagingthedistributionofnewsymbolsand/municationsSubsystem-CultureCultureProductionSystemscreatemanydiversekindsofproducts,suchasArtsandCrafts:&’%34%34%16%LaggardsLateMajorityDiffusionofInnovationsReferstotheProcessWherebyaNewProduct,Service,%AdopterCategoriesInnovators-%ofthepopulation,thefirsttobuy,-%ofthepopulation,sharemanycharacteristicswiththeInnovators,-68%ofthepopulation,mainstreampublic,interestedinnewthings,-16%ofthepopulation,essfulpatibilityMustFitConsumer’sLifestyleRelativeAdvantageMustGiveAdvantagesOtherProductsDon’essfulAdoption