產(chǎn)品市場生命周期各階段的特點(diǎn)及營銷策略

1、產(chǎn)品市場生命周期各階段的特點(diǎn)及營銷策略The characteristics of each stage of product life cycle of market and marketing strategy產(chǎn)品生命周期（product life cycle）,是指產(chǎn)品的市場壽命。一種產(chǎn)品進(jìn)入市場后，它的銷售量和利潤都會(huì)隨時(shí)間推移而改變，呈現(xiàn)一個(gè)最終走向衰亡，這就是產(chǎn)品的生命周期現(xiàn)象。所謂產(chǎn)品生命周期，是指Product life cycle(product life cycle), refers to the product life cycle. A product into the

2、 market, its sales profits will change over time, showing a little to much to little more than the process, just as the same as human life, from birth, growth to maturity, in terminal decline, this is the product life cycle phenomenon. The product life cycle, refers to products from entering the mar

3、ket, the market life cycle until the final out of the market so far have been through. Products only through research and development, test, and then entered the market, its market life cycle begins. Products from the market, marks the end of the life cycle.產(chǎn)品生命周期分為導(dǎo)入期（Introduction）、成長期（Growth）、成熟期（

4、Mature）、衰退期（Decline）四個(gè)階段。（一）導(dǎo)入期的特點(diǎn)及企業(yè)的營銷策略導(dǎo)入期是新產(chǎn)品進(jìn)入市場的最初階段。其主要特點(diǎn)是：( 一 ) characteristics and enterprise introduction stage marketingstrategy Introductionisthefirststageofthenewproductintothemarket.Itsmain features are:不熟練，次品率也較高，因而制造成本較高。促銷費(fèi)用大 新產(chǎn)品剛投放市場時(shí)，其性能、質(zhì)量、使用價(jià)值、廣告宣傳及其他促銷活動(dòng)，促銷費(fèi)用很大。購買者較少。損，生產(chǎn)者較少，競爭

5、尚未真正開始。1). The production of high production cost of new products at the beginning,the number of small, technology is not stable, less skilled, defective rate is higher, so the production cost is high.Cost of sales in new product on the market, its performance, quality, value, characteristics have n

6、ot been recognized, to quickly open the market, improve visibility, need to do a lot of advertising and other promotional activities, promotional costs more.The number of sales for new products have failed to win the trust of consumers, are not widely accepted, buyers are less.No serious competition

7、 for new products entering the market, sales are sluggish, enterprises no profit or even losses, less competitive producers, has really started.在導(dǎo)入期，企業(yè)主要的營銷目標(biāo)是迅速將新產(chǎn)品打入市場，在盡可能短的時(shí)間內(nèi)擴(kuò)大產(chǎn)品的銷售量?？刹扇〉木唧w策略有：In the introduction, the main marketing target enterprise is quickly to new products the market, expan

8、d product sales in the shortest possible time. The specific strategies are to be taken with:積極開展卓有成效的廣告宣傳，采用特殊的促銷方法，如示范表演、現(xiàn)場操作、實(shí)物展銷、免費(fèi)贈(zèng)送、小包裝試銷等，廣泛傳播商品信息，幫助消費(fèi)者了解商品，提高認(rèn)知程度，解除疑慮。據(jù)市場反饋，改進(jìn)產(chǎn)品，提高質(zhì)量。就產(chǎn)品與價(jià)格的組合策略看，可運(yùn)用不同策略。1). Active very fruitful advertising, using special promotion, such as demonstration, on

9、-site operation, real sale, free trial, small packaging, widely spread the commodity information, to help consumers understand the products, improve cognition degree, dispel misgivings.Positive overcome some technical problems have not been solved in product manufacturing, quality stability. And imp

10、rove the products according to the feedback, quality, improve.Combination strategies of product and price, can use different strategies.快速撇脂策略。高價(jià)高促銷策略，即企業(yè)以高價(jià)和大規(guī)模促銷711流行商品市場生命周期曲線圖面臨潛在競爭的威脅，急需以高價(jià)優(yōu)質(zhì)樹立聲譽(yù)，取得競爭優(yōu)勢。the rapid skimming promotion strategy, is the enterprise with high and large-scale promotion

11、 will promote new products, market, strengthen the market penetrationand expansion. Using this strategy is: most of the potential buyers do not know the product, know the buyers for this new product to buy pants, offer price; enterprise figure 7 - 11 popular commodity market life cycle curve face po

12、tential competition, urgent to establish a reputation of high quality, competitive advantage.緩慢撇脂策略。高價(jià)低促銷策略，即企業(yè)以高價(jià)和低促銷費(fèi)用價(jià)購買；潛在競爭的威脅較小。slow skimming stratew price promotion strategy, is the enterprise with high and low cost of sales will promote new products to market, profit. Using this strategy is:

13、 the capacity is relatively limited, consumption is relatively stable; the majority of buyers some knowledge of products, is willing to buy high-priced out potential competitive threat smaller.快速滲透策略。低價(jià)高促銷策略，即企業(yè)以低價(jià)和大規(guī)模的促銷活動(dòng)將新產(chǎn)品推進(jìn)市場，以最快的速度進(jìn)行市場滲透和擴(kuò)大市場占有率。采用這一策略的市場條件是：市場容量相當(dāng)大，購買者對(duì)商品不了解而且對(duì)價(jià)格十分敏感；潛在競爭威脅大

14、；商品的單位成本可因大批量生產(chǎn)而降低。the rapid penetration straylow price and high promotion strategy, is the enterprise to low-cost and large-scale promotional activities will promote new products market, with fastest speed of market penetration and expand market share. Using this strategy the market condition is: t

15、he market capacity is large, the purchaser of goods does not understand andvery sensitive to the price; the potential threat of competition; the unit cost of goods can be reduced due to mass production.（4）.緩慢滲透策略。低價(jià)低促銷策略，即企業(yè)以低價(jià)和少量的促銷費(fèi)用將新產(chǎn)品推進(jìn)市場，以廉取勝，迅速占領(lǐng)市場。采用這一策略的條件是：市場容量大；購買者對(duì)產(chǎn)品較為熟悉，對(duì)價(jià)格較為敏感；有相當(dāng)數(shù)量的潛在

16、競爭者。the slow penetration straysales promotion strategy, is the enterprise with low price and small amount of promotional costs will promote new products to win market,low-cost, and quickly occupied the market. Using this strategy is: the market capacity; buyers are more familiar with the product, mo

17、re sensitive to price; there are a number of potential competitors.（二）成長期的特點(diǎn)及營銷策略成長期是產(chǎn)品在市場上已經(jīng)打開銷路，銷售量穩(wěn)步上升的階段。其主要特點(diǎn)有：二) the characteristics of growing and marketing strategyGrowth period is a product has opened outlets in the market, sales steadily rising stage. Its main features are:購買者對(duì)商品已經(jīng)比較熟悉，市場需

18、求擴(kuò)大，銷售量迅速增加。品成本減少。企業(yè)利潤增加。競爭者相繼加入市場，競爭趨向激烈。Buyers are more familiar with the commodity, market demand, sales increased rapidly.Production and sales cost is greatly reduced, the mass production and marketing is to reduce the cost of unit product.3) corporate profits increase.Competitors have joined th

19、e market, competition tends to be fierce.在成長期，企業(yè)的主要任務(wù)是進(jìn)一步擴(kuò)大產(chǎn)品的市場，提高市場占In the growth stage, the main task of enterprises is to further expand product market, increase market share. The strtegy:創(chuàng)名牌。開辟新的分銷渠道，擴(kuò)大商業(yè)網(wǎng)點(diǎn)。引更多購買者。To further improve product quality, increase the variety, color, style, size, imp

20、rove packaging.Advertising and promotion from the introduction of products, improve the visibility to highlight the features, image building, and striving for famous 3). Open new distribution channels, the expansion of commercial outlets.On a production basis, timely price or by other effective pric

21、ing strategies, attract more buyers.（三）成熟期的特點(diǎn)及營銷策略成熟期是產(chǎn)品在市場上普及銷售量達(dá)到高峰的飽和階段。其主要特點(diǎn)是：(三) the characteristics of mature and marketing strategyMature period is the product sales market reached saturation in the popularization stage peak. Its main features are:于相對(duì)穩(wěn)定狀態(tài)，并逐漸出現(xiàn)下降的趨勢。企業(yè)利潤逐步下降。競爭十分激烈。1). The pr

22、oduct has the vast majority of consumer awareness and purchase, sales growth slow, in a relatively stable state, and gradually decline.gradually decline in corporate 3). The competition is very fierce.在成熟期，企業(yè)的主要任務(wù)是牢固地占領(lǐng)市場，防止與抵抗競爭對(duì)手的蠶食進(jìn)攻?？刹捎玫牟呗杂校簭膹V度和深度上拓展市場，爭取新顧客，刺激老顧客增加購買。產(chǎn)品的使用價(jià)值?；顒?dòng)、強(qiáng)化服務(wù)等。In the mat

23、ure stage, the main task of enterprises is firmly occupied the prevent and resist nibbled competitors. The stategyFrom the breadth and depth of expanding the market, strive for new customers, old customers to buy more stimulus.To improve the quality of products, the development of products, create n

24、ew products, increase the value of a product.Improvement of marketing combination strategy, such as the adjustment of prices, increase sales outlets, to carry out a variety of promotional activities, strengthen the service etc.（四）衰退期的特點(diǎn)及營銷策略衰退期是產(chǎn)品銷售量持續(xù)下降、即將退出市場的階段。其主要特點(diǎn)有：求減少同行業(yè)為減少存貨損失，競相降價(jià)銷售，競爭激烈。企業(yè)

25、利潤不斷降低。(四) the recession of the characteristic and marketing strategyThe recession is the product sales continued to decline, the outgoing phase. Its main features are:Consumers have no interest in products, the market appeared products, market demandWith the industry to reduce the inventory loss, t

26、o lower sales, competition intense.corporate profits continue to reduce.給企業(yè)造成的虧損?？蛇x擇的策略有：淘汰策略，即企業(yè)停止生產(chǎn)衰退期產(chǎn)品，上馬新產(chǎn)品或轉(zhuǎn)產(chǎn)其他產(chǎn)品。出市場的機(jī)會(huì)，通過提高服務(wù)質(zhì)量、降低價(jià)格等方法維持銷售。In a recession, the main task of enterprises is to withdraw from the market as soon as possible, to reduce the stock due to too much enterprise losses.A

27、lternative strategies:Elimination strategy, enterprises stop production decline period, launched products or transfer to other products.Marketing strategy, namely the enterprise to continue production decline period, the use of other competitors out of the market opportunities, by improving the qual

28、ity of service, lower prices and other methods to maintain sales.產(chǎn)品生命周期理論背景產(chǎn)品生命周期理論是美國哈佛大學(xué)教授費(fèi) 農(nóng)1966費(fèi)農(nóng)認(rèn)為：產(chǎn)品生命是指市上的營銷生命，產(chǎn)品和人的生命一樣，要經(jīng)歷形成、成長、成熟、衰退這樣的周期，而這個(gè)周期在不同技術(shù)水平的國家里，發(fā)生的時(shí)間和過程是不一樣的，其間存在一個(gè)較大的差距和時(shí)差，正是這一時(shí)差，表現(xiàn)為不同國家在技術(shù)上的差距，它反映場了同一和第三國市場。 由介紹得知，產(chǎn)品生命周期理論是作為國際貿(mào)易理論分支之一的直接投資理論而存在的，它反映了國際企業(yè)從最發(fā)達(dá)國家到一般發(fā)達(dá)國家，再到發(fā)展中國家的

29、直接投資過程。產(chǎn)品生命周期優(yōu)缺點(diǎn)產(chǎn)品生命周期優(yōu)缺點(diǎn)優(yōu)點(diǎn)產(chǎn)品生命周期（PLC）提供了一套適用的營銷規(guī)劃觀點(diǎn)。它將產(chǎn)品分成不同的策略時(shí)期，營銷人員可針對(duì)各個(gè)階段不同的特點(diǎn)而采取不同的營銷組合策略。此外，產(chǎn)品生命周期只考慮銷售和時(shí)間兩個(gè)變數(shù)，簡單易懂。AdvantageProduct life cycle (PLC) provides a set of suitable marketing planning ideas. It will be divided into different periods of the product strategy, marketing personnel can

30、 according to the characteristics of each stage and take different marketingstrategies for different. In addition, the product life cycle to consider only the sale and the time two variables, easy to understand.缺點(diǎn)缺點(diǎn)a 、產(chǎn)品生命周期各階段的起止點(diǎn)劃分標(biāo)準(zhǔn)不易確認(rèn)。b、并非所有的產(chǎn)品生命周期都是標(biāo)準(zhǔn)的 S 型，還有很多特殊的產(chǎn)品生命周期曲線c、無法確定產(chǎn)品生命周期曲線到底適合單一產(chǎn)品

31、項(xiàng)目層次還是一個(gè)產(chǎn)品集合層次。d、該曲線只考慮銷售和時(shí)間的關(guān)系，未涉及成本及價(jià)格等其它影響銷售的變數(shù)。e、易造成“營銷近視癥”，認(rèn)為產(chǎn)品已到衰退期而過早將仍有市場價(jià)值的好產(chǎn)品剔除出了產(chǎn)品線。f、產(chǎn)品衰退并不表示無法再生。如通過合適的改進(jìn)策略，公司可能再創(chuàng)產(chǎn)品新的生命周期。Disadvantages, each stage of product life cycle begins and ends at the division standard is easy to confirm., not all of the product life cycle is the standard of S, there are a lot of product life cycle curve, unable to determine the product life cycle curve is suitable for single level or a product set level., the curve only consider the relationship between sales and time, does