外文翻譯產(chǎn)品生命周期理論

1、外文翻譯一產(chǎn)品生命周期理論外文翻譯：產(chǎn)品生命周期理論原文來源：RaymondVernon.«Internationalinvestmentandinternationaltradeintheproductcycle»譯文正文：產(chǎn)品生命周期（productlifecycle）,簡稱PLG是產(chǎn)品的市場壽命，即一種新產(chǎn)品從開始進入市場到被市場淘汰的整個過程。費農(nóng)認為：產(chǎn)品生命是指市上的的營銷生命，產(chǎn)中和人的生命一樣，要經(jīng)歷形成、成長、成熟、衰退這樣的周期。就產(chǎn)品而言，也就是要經(jīng)歷一個開發(fā)、引進、成長、成熟、衰退的階段。而這個周期在不同技術(shù)水平的國家里，發(fā)生的時間和過程是不一樣的，

2、期間存在一個較大的差距和時差，正是這一時差，表現(xiàn)為不同國家在技術(shù)上差距，它反映了同一產(chǎn)品在不同國家市場上的競爭地位的差異，從而決定了國際貿(mào)易和國際投資的變化。為了便于區(qū)分，費農(nóng)把這些國家依次分成創(chuàng)新國（一般為最發(fā)達國家）、一般發(fā)達國家、發(fā)展中國家。典型的產(chǎn)品生命周期一般可以分成四個階段，即介紹期（或引入期）、成長期、成熟期和衰退期。就像是人類，產(chǎn)品也有它自己的生命周期，從出生到死亡經(jīng)過各種階段。新產(chǎn)品投入市場，便進入了介紹期。此時產(chǎn)品品種少，顧客對產(chǎn)品還不了解，除少數(shù)追求新奇的顧客外，幾乎無人實際購買該產(chǎn)品。生產(chǎn)者為了擴大銷路，不得不投入大量的促銷費用，對產(chǎn)品進行宣傳推廣。該階段由于生產(chǎn)技術(shù)方

3、面的限制，產(chǎn)品生產(chǎn)批量小，制造成本高，廣告費用大，產(chǎn)品銷售價格偏高，銷售量極為有限，企業(yè)通常不能獲利，反而可能虧損。當(dāng)產(chǎn)品進入引入期，銷售取得成功之后，便進入了成長期。成長期是指產(chǎn)品通過試銷效果良好，購買者逐漸接受該產(chǎn)品，產(chǎn)品在市場上站住腳并且打開銷路。這是需求增長階段，需求量和銷售額迅速上升。生產(chǎn)成本大幅度下降，利潤迅速增長。與此同時，競爭者看到有利可圖，將紛紛進入市場參與競爭，使同類產(chǎn)品供給量增加，價格隨之下屬，企業(yè)利潤增長速度逐步減慢，最后達到生命周期利潤最高點。產(chǎn)品走入大批量生產(chǎn)并穩(wěn)定地進入市場銷售，經(jīng)過成長期之后，隨著購買產(chǎn)品的人數(shù)增多，市場需求趨于飽和。此時，產(chǎn)品普及并日趨標(biāo)準(zhǔn)化，

4、成本低而產(chǎn)量大。銷售增長速度緩慢直至轉(zhuǎn)而下降，由于競爭的加劇，導(dǎo)致同類產(chǎn)品生產(chǎn)企之間不得不加大在產(chǎn)品質(zhì)量、花色、規(guī)格、包裝服務(wù)等方面加大投入，在一起程度上增加成本。產(chǎn)品進入了淘汰階段。隨著科技的發(fā)展以及消費習(xí)慣的改變等原因，產(chǎn)品的銷售量和利潤持續(xù)下降，產(chǎn)品在市場上已經(jīng)老化，不能適應(yīng)市場需求，市場上已經(jīng)有其它性能更好、價格更低的新產(chǎn)品，足以滿足消費者的需求。此時成本較高的企業(yè)就會由于無利可圖而陸續(xù)停止生產(chǎn)，該類產(chǎn)品的生命周期也就陸續(xù)結(jié)束，以至最后完全撤出市場。產(chǎn)品生命周期是一個很重要的概念，它和企業(yè)制定產(chǎn)品策略以及推廣策略有著直接的聯(lián)系。管理者要想使他的產(chǎn)品有一個較長的銷售周期，以便賺取足夠利潤

5、來補償在推出該產(chǎn)品時所做出的一切努力和經(jīng)受一切風(fēng)險，就須認真研究和運用產(chǎn)品的生命周期理論，此外，產(chǎn)品生命周期也是推廣人員用來描述產(chǎn)品和市場運作方法的有力工具。原文正文Theproductlifecycleoftheproducts,asPLCislife,namelyamarketnewproductsintothemarketfromthestarttothewholeprocessofeliminationbythemarket.Vernon:referstothecitylife,thelifeofthemarketingandhumanlifeduring,experiences,gr

6、owth,maturity,recessionthiscycle.Isproduct,alsoistoexperienceadevelopment,introduction,growth,maturityandrecession.Butthiscycleindifferentcountries,thetechnicalleveloftimeandtheprocessisnotthesame,thereexistsalargegapbetweenperiodoftime,anditisthistime,fordifferentcountriesintechnologygap,itreflects

7、thesameproductsindifferentcountriesonthemarketcompetitionstatus,whichdeterminesthedifferencesbetweeninternationaltradeandinvestment.Inordertofacilitatedistinguishthesecountries,Vernon,innovativenation(usuallydividedintothemostdevelopedcountries),usuallydevelopedcountriesanddevelopingcountries.Typica

8、lproductlifecyclegenerallycanbedividedintofourstages,namelyintroduction,growth,maturityandrecession.Likehumanbeings,productsalsohavetheirownlife-cycle.Frombirthtodeathhumanbeingspassthroughvariousstagese.g.birth,growth,maturity,declineanddeath.Asimilarlife-cycleisseeninthecaseofproducts.Theproductli

9、fecyclegoesthroughmultiplephases,involvesmanyprofessionaldisciplines,andrequiresmanyskills,toolsandprocesses.Productlifecycle(PLC)hastodowiththelifeofaproductIinthemarketwithrespecttobusiness/commercialcostsandsalesmeasures.Tosaythataproducthasalifecycleistoassertfourthings:1 .thatproductshavealimit

10、edlife,2 .productsalespassthroughdistinctstages,eachposingdifferentchallenges,opportunities,andproblemstotheseller,3 .profitsriseandfallatdifferentstagesofproductlifecycle,and4 .productsrequiredifferentmarketing,financial,manufacturing,purchasing,andhumanresourcestrategiesineachlifecyclestage.Fourph

11、asesoftheproductlifecycle.1 .Firststage:(into)Fromdesigntoproductionintomarketentrytestuntilstage.Thenewproductsputonthemarket,andintroducedinto.Now,thecustomershavefewvarietiesofproducts,productalsodon'tunderstandafewexceptions,thepursuitofnewcustomersalmostnoactualpurchasethisproduct.Inorderto

12、expandthemarket,toproducers,thecostofsalespromotionproductpromotion.Thisstagebecauseoftherestrictionsinproductiontechnology,productbatchproductionandmanufacturingcostishigh,theadvertisingexpenses,productsalespriceisonthehighside,salesislimited,theenterprisemaynotusuallyprofit,insteadoflosses.2 .Thes

13、econdstage:growthWhenenteringintoproducts,salessuccess,enteredthegrowth.Theproductisgrowingbytestresults,thebuyeracceptedgraduallyproducts.Thisisthedemandgrowthstage,rapidlyrisingdemandandsales.Productioncostgreatly,rapidgrowthinprofits.Meanwhile,thecompetitorwillseeprofitable,participateinthecompet

14、ition,toenterthemarketsimilarproductssupply,priceincreases,theenterpriseprofitgrowthsubordinategraduallyslowdown,finallyreachedthehighestprofitlifecycle.Stage3:matureTheproductintomassproductionandstabletoenterthemarketsale,aftergrowing,withthepurchaseoftheproductsaftertendstoincrease,andmarketdeman

15、d.Atthistime,andmorestandardizedproducts,lowcostandproduction.Salesgrowthtoslowdown,becauseuntilthecompetitionbetweenenterprisesinsimilarproductstoincreaseinproductquality,specifications,design,packaging,etc,increasinginvestmentindegreeincreasedcost.Stage4:arecessionTheproductisenteredtheknockoutsta

16、ge.Withthedevelopmentofscienceandtechnologyandspendinghabitschangewaitforareason,productsalesandprofitcontinuedtodecline,theproductsonthemarkethasaging,cannotadaptthemarketdemand,themarkethasbetterperformanceandotherlowpriceofnewproducts,tomeettheneedsoftheconsumers.Nowtheenterprisewillcostishigherd

17、uetobeunprofitableandgraduallystopproduction,theproductlifecycle,andalsohasendedlastcompletelywithdrawnfromthemarket.Theproductlifecycleisaveryimportantconcept,andenterprisestodevelopproductstrategyandpromotionstrategieshavedirectcontact.Managerswanttomakehisproductshavealongenoughtomakesalescycle,t

18、heprofittocompensatefortheproductsinalltheeffortsandthroughallrisks,wemustcarefullystudyandapplicationoftheproductlifecycletheory,inaddition,theproductlifecycleisusedtodescribetheproductpromotionpersonnelmarketoperationmethodsandpowerfultool.However,intheprocessofdevelopingmarketingstrategy,productl

19、ifecycle,butseemedtoo,becausethestrategyistheproductlifecycleandthereasonsofthecurrentproducts,canmakethepersonthinksofthebestpromotionstrategy,inaddition,whentheproductperformanceinthepredictionoftheproductlifecycleusealsoisrestricted.Therearefourstagesinproductlifecycle.Theseare:StageCharacteristi

20、cs1.Marketintroductionstagecostsarehighslowsalesvolumestostartlittleornocompetitiondemandhastobecreatedcustomershavetobepromptedtotrytheproductmakesnomoneyatthisstage2.Growthstagecostsreducedduetoeconomiesofscalesalesvolumeincreasessignificantlyprofitabilitybeginstorisepublicawarenessincreasescompet

21、itionbeginstoincreasewithafewnewplayersinestablishingmarketincreasedcompetitionleadstopricedecreases3.Maturitystagecostsareloweredasaresultofproductionvolumesincreasingandexperiencecurveeffectssalesvolumepeaksandmarketsaturationisreachedincreaseincompetitorsenteringthemarketpricestendtodropduetothep

22、roliferationofcompetingproductsbranddifferentiationandfeaturediversificationisemphasizedtomaintainorincreasemarketshareIndustrialprofitsgodown4.Saturationanddeclinestagecostsbecomecounter-optimalsalesvolumedeclineorstabilizeprices,profitabilitydiminishprofitbecomesmoreachallengeofproduction/distribu

23、tionefficiencythanincreasedsalesLessonsoftheproductlifecycle(PLC)Itisclaimedthateveryproducthasalifeperiod,itislaunched,itgrows,andatsomepoint,maydie.Afaircommentisthat-atleastintheshortterm-notallproductsorservicesdie.Jeansmaydie,butclothesprobablywillnot.Legalservicesormedicalservicesmaydie,butdep

24、endingonthesocialandpoliticalclimate,probablywillnot.Eventhoughitsvalidityisquestionable,itcanofferauseful'model'formanagerstokeepatthebackoftheirmind.Indeed,iftheirproductsareintheintroductoryorgrowthphases,orinthatofdecline,itperhapsshouldbeatthefrontoftheirmind;forthepredominantfeaturesofthesephasesmaybethoserevolvingaroundsuchlifeanddeath.Betweenthesetwoextremes,itissalutaryforthemtohavethatvisionofmortalityinfrontofthem.However,themostimportantaspectofproductlife-cyclesisthat,evenundernormalconditions,toallpracticalintentsandpurposestheyoftendonotexist(hence,t