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With the markets and products evolve rapidly, enterprises have paid much attention to how products will grab the market share. The diffusion of innovation is the main mechanism of the product market’s forming process, and the research on the effect of the differences between different regions to innovation diffusion will be conducive to a comprehensive understanding of the characteristic of China’s regional markets and the consumer differences in different regions. Based on the G/SG model, researchers take China’s private car market as an example, and analyze the diffusion of durable goods in different regions and its influence factors. The results indicate regional economy development, population mobility, education level and culture soft power have significant effects on the innovation diffusion. The significance of this paper, by studying the influence factors of innovation diffusion, is to provide the management inspiration for enterprises and government. Keywords-Bass Model; G/SG Model; Heterogeneity; Culture Soft Power; Private Cars

An Empirical Analysis of the Regional Diffusion Difference of China’s Private Cars based on the G/SG Model