产品生命周期英文版ppt课件

,ProductLifeCycle,1,Productlifecycle(PLC),isthemarketlifeoftheproduct.Whenoneoftheproductsenterthemarket,thesalesvolumeandprofitswillchangeovertime,showingoneofasmallnumberofsmallprocess,asoneslife,frombirth,growthtomaturity,eventuallydecline,whichistheproductlifecyclephenomenon.Productlifecycleisaprocessthatproductsenterthemarketuntilthefinalwithdrawalfromthemarketsofarhavebeenthroughmarketlifecycle.,Whatis“PLC”,2,产品生命周期（productlifecycle）,简称PLC，是指产品的市场寿命。一种产品进入市场后，它的销售量和利润都会随时间推移而改变，呈现一个由少到多由多到少的过程，就如同人的生命一样，由诞生、成长到成熟，最终走向衰亡，这就是产品的生命周期现象。所谓产品生命周期，是指产品从进入市场开始，直到最终退出市场为止所经历的市场生命循环过程。,3,产品生命周期曲线,生命周期曲线的特点：在产品开发期间该产品销售额为零，公司投资不断增加；在引进期，销售缓慢，初期通常利润偏低或为负数；在成长期销售快速增长，利润也显著增加；在成熟期利润在达到顶点后逐渐走下坡路；在衰退期间产品销售量显著衰退，利润也大幅度滑落。,4,DifferentStagesHaveDifferentForms,5,Aproductfromrawmaterialsacquisition,preparationofrawmaterials,manufacturingandprocessing,packaging,transportation,distribution,consumeruse,reuseandrepair,eventuallyrecycledordisposedofaswasteetc.throughoutthecourseofthelifechain.,PCL,6,Stage,1.Marketintroductionstage2.Growthstage3.Maturestage4.Saturationanddeclinestage,7,Maturestage,Costareloweredasaresultofproductionvolumesincreasingandexperiencecurveeffect.Salesvolumepeaksandmarketsaturationisreached.Pricestendtodropduetothecompetingproducts.Branddifferentiationandfeaturediversificationisemphasizedtomaintainorincreasemarketshare.Industrialprofitsgodown.,8,Thematurestagescharacteristics,9,Strategies,10,潘婷乳液修复系列潘婷乳液修复去屑系列潘婷丝质顺滑系列潘婷丝质顺滑去屑系列潘婷莹彩修护系列潘婷强韧防掉发系列潘婷垂顺直发系列潘婷弹性卷发系列潘婷乌黑莹亮系列CLINICARE臻致修护,潘婷/Pantene,11,潘婷乳液修复系列潘婷乳液修复去屑系列潘婷丝质顺滑系列潘婷丝质顺滑去屑系列潘婷莹彩修护系列潘婷强韧防掉发系列潘婷垂顺直发系列潘婷弹性卷发系列潘婷乌黑莹亮系列CLINICARE臻致修护,潘婷/Pantene,12,Saturationanddeclinestage,Salesvolumedeclinesorstabilizes.Prices,profitabilitydiminish.Profitbecomesmoreachallengeofproduction/distributionefficiencythanincrea