创新的扩散（第五版）

内容概要

E.M.罗杰斯（Everett M. Rogers），全球知名的创新及传播学教授，40年专注创新扩散研究，世界创新扩散领域公认的第一权威。

《创新的扩散》一书奠定了罗杰斯作为创新扩散开创者的地位。在书中，罗杰斯用细腻的文笔阐述创新如何在人群中得以扩散，并梳理了许多重要的概念，如S曲线、临界大多数、扩散曲线，以及商界耳熟能详的“跨越鸿沟”等，不仅改变了许多知名企业的新产品营销策略，而且重新定义了扩散的实务。

2004年10月大师驾鹤西去，《创新的扩散（第五版）》成为这部经典著作的最后一版。

唐兴通，数字营销专家，互联网策略顾问。近年的使命是构建“互联网社会学”，以刻画未来120年互联网社会运行规则。因其跨界多个学科、独特的互联网视角，被圈内人戏称为“互联网时代的彼得·德鲁克”。

著译有《引爆社群--移动互联网时代新4C法则》、《社会化媒体营销大趋势》（第1、2版）、《创新的扩散（第五版）》、《决战第三屏——移动互联网时代的商业与营销新规则》、《视觉营销》、《移动营销的魔力》等。

书籍目录

目 录

第一章 扩散的要素 ·········································001

秘鲁小村落的烧开水计划：失败的扩散 ··············· 003

一、什么是扩散 ··············································007

英国海军控制坏血病的创新扩散 ························ 009

德沃夏克键盘的失败扩散 ································· 010

二、创新扩散的四大要素 ································· 013

爱荷华州杂交水稻的扩散 ································· 033

小结 ···························································· 037

第二章 扩散的研究史 ······································ 041

一、起源于欧洲 ············································· 044

二、扩散研究传统 ·········································· 047

巴厘岛的神奇水稻：水神与计算机高度一致 ········· 053

现代数学在匹兹堡地区的扩散 ··························· 064

幼儿园在全世界的扩散 ···································· 065

哥伦比亚大学药物扩散研究 ······························ 067

台中的田野实验 ············································· 073

旧金山的“遏制艾滋病”运动 ··························· 075

“9·11”恐怖袭击新闻扩散 ································ 082

电动车扩散中意见领袖和专家的作用 ·················· 089

“自由之夏”的招募网络 ··································094

三、扩散研究的类型学 ···································· 097

小结 ··························································· 102

第三章 扩散研究的贡献和批判 ························· 103

一、扩散研究的现状 ······································· 105

二、对扩散研究的批判 ···································· 108

埃及村庄饮用纯净水的研究 ······························ 109

印度及中国的重男轻女案例 ······························ 118

小结 ···························································· 136

第四章 创新的产生 ········································· 137

一、创新-发展的过程 ······································ 139

东芝公司的第一台笔记本电脑 ··························· 146

为什么冰箱会嗡嗡响 ······································· 149

赛格威的分类 ················································ 150

探索未来的施乐帕洛阿尔托研究中心 ·················· 155

探索华法林灭鼠药的意外收获 ··························· 160

二、社会经济地位、平等与创新-发展 ················· 162

加州的硬西红柿 ············································· 162

三、追踪创新-发展过程 ··································· 165

四、农业推广模型 ·········································· 168

小结 ···························································· 170

第五章 创新-决策的过程 ·································· 173

一、创新-决策过程的一个模式 ·························· 175

二、认知阶段 ················································ 177

三、说服阶段 ················································ 182

四、决策阶段 ················································ 184

五、执行阶段 ················································ 186

印第安平原人对马文化的再发明 ························ 196

六、确认阶段 ················································ 197

吸烟的终止 ··················································· 200

化肥禁用与有机农业的兴起 ······························ 202

七、这些阶段都会出现吗 ································· 203

关于四环素的创新-决策过程中的传播渠道 ··········· 210

八、各阶段的传播渠道 ···································· 213

九、以采用者类型来看待沟通渠道 ····················· 219

小结 ···························································· 224

第六章 创新的属性及采用率 ····························· 227

说唱乐——黑人音乐在美国白人中的扩散 ·············229

一、采用率 ··················································· 231

闭门造车的土壤测试包 ···································· 236

二、相对优势 ················································ 239

三、兼容性 ··················································· 251

太阳能发电的成与败 ······································· 258

大家都爱“不说话的好媳妇” ··························· 259

四、复杂性 ··················································· 270

五、可试性 ··················································· 271

六、可观察性 ················································ 272

手机和生活形态的改变 ···································· 272

小结 ···························································· 279

第七章 创新性及采用者分类 ····························· 281

哥伦比亚农村的农业创新-扩散研究 ···················· 283

一、采用者的分类标准 ···································· 287

对创新永远都说“不”的人 ·······························301

二、采用者特性的比较 ···································· 305

香港手机落后者 ············································· 311

小结 ···························································· 315

第八章 扩散网络 ············································ 317

现代数学教育的意见领袖 ································· 319

一、大众传播流向模型 ···································· 322

二、扩散网络中的同质性和异质性 ····················· 325

三、如何找出意见领袖 ···································· 328

让电子游戏大卖的“酷小狗” ··························· 332

抗英行动中最知名的“报马仔” ························ 334

新药物扩散网络 ············································· 346

四、扩散网络 ················································ 351

在多米尼加共和国建立光伏扩散网络 ·················· 352

约翰·斯诺博士与伦敦的霍乱蔓延 ······················· 357

五、临界大多数造成的引爆点 ··························· 364

请问你的传真号码是多少 ································· 366

互联网的扩散 ················································ 367

沉睡效应 ······················································ 375

小结 ···························································· 383

第九章 创新推广人员 ······································ 387

一、设定目标 ················································ 390

印度尼西亚避孕计划行动 ································· 395

可持续性的问题：尼日利亚“鸡博士”的故事 ······ 400

二、传播活动 ················································ 402

埃及婴幼儿脱水夭折事件 ································· 405

美国巴尔的摩针头交换计划 ······························ 411

三、创新采纳示范的效果 ································· 413

农业推广服务中心案例 ···································· 416

四、“中心化”和“非中心化”扩散系统 ············ 420

小结 ···························································· 424

第十章 组织内创新 ········································· 427

一、决策类型 ················································ 429

二、组织的创新性 ·········································· 434

三、组织的创新过程 ······································· 443

采纳新的通信技术的过程 ································· 444

美国洛杉矶圣地摩尼卡高速公路钻石车道

有效却被喊停的创新 ······································· 455

小结 ···························································· 458

第十一章 创新的结果 ······································ 459

北极的雪地摩托车革命 ···································· 461

一、结果研究 ················································ 464

二、结果的三种方向 ······································· 467

ORT：结果引发的结果 ···································· 470

土著人与钢斧 ················································ 474

三、创新的形式、功能和意义 ··························· 475

爱尔兰的土豆灾荒 ·········································· 477

四、动态的平衡 ············································· 478

灭蚊计划的故事 ············································· 478

五、创新加剧不公平？ ···································· 482

六、传播效果的差距 ······································· 484

数字鸿沟 ······················································ 493

小结 ···························································· 495

创新扩散大家谈···············································497

作者简介

创新扩散理论是传播效果研究的经典理论之一，是由本书作者E.M.罗杰斯于20 世纪60年代提出的一个关于通过媒介劝服人们接受新观念、新事物、新产品的理论，侧重大众传播对社会和文化的影响。

本书阐述了创新过程中的各个环节，如创新产品产生的过程、创新决策过程、创新产品传播的进程、创新采用者的种类、创新的影响等。本书是对创新扩散理论最权威的阐述，是创新研究领域的一本圣经，几乎适用于任何创新和革新，人们在生产、生活中的创新及产品和推广都与该理论息息相关。

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