产品市场生命周期各阶段的特点及营销策略

1、产品市场生命周期各阶段的特点及营销策略the characteristics of each stage of product life cycle of market and marketing strategy产品生命周期（product life cycle）,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。产品只有经过研究开发、试销，然后进入市场，它的市场生命

2、周期才算开始。产品退出市场，则标志着生命周期的结束。product life cycle (product life cycle), refers to the product life cycle. a product into the market, its sales and 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 te

3、rminal decline, this is the product life cycle phenomenon. the product life cycle, refers to products from entering the market, 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 mar

4、ket life cycle begins. products from the market, marks the end of the life cycle.产品生命周期分为导入期（introduction）、成长期（growth）、成熟期（mature）、衰退期（decline）四个阶段。（一）导入期的特点及企业的营销策略 导入期是新产品进入市场的最初阶段。其主要特点是： ( 一 ) characteristics and enterprise introduction stage marketing strategyintroduction is the first stage of

5、the new product into the market. its main features are:1.生产成本高 新产品刚开始生产时，数量不大，技术尚不稳定、不熟练，次品率也较高，因而制造成本较高。2.促销费用大 新产品刚投放市场时，其性能、质量、使用价值、特征等还未被人们认识，为迅速打开销路，提高知名度，需进行大量的广告宣传及其他促销活动，促销费用很大。 3.销售数量少 因新产品还未赢得消费者的信赖，未被广泛接受，购买者较少。 4.竞争不激烈 因新产品刚进入市场，销路不畅，企业无利甚至亏损，生产者较少，竞争尚未真正开始。 1). the production of high pr

6、oduction 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.2). cost of sales in new product on the market, its performance, quality, value, characteristics have not been recognized, to quickly

7、open the market, improve the visibility, need to do a lot of advertising and other promotional activities, promotional costs more.3). the number of sales for new products have failed to win the trust of consumers, are not widely accepted, buyers are less.4). no serious competition for new products e

8、ntering the market, sales are sluggish, enterprises no profit or even losses, less competitive producers, has not really started.在导入期，企业主要的营销目标是迅速将新产品打入市场，在尽可能短的时间内扩大产品的销售量。可采取的具体策略有：in the introduction, the main marketing target enterprise is quickly to new products into the market, expand product

9、sales in the shortest possible time. the specific strategies are to be taken with: 1.积极开展卓有成效的广告宣传，采用特殊的促销方法，如示范表演、现场操作、实物展销、免费赠送、小包装试销等，广泛传播商品信息，帮助消费者了解商品，提高认知程度，解除疑虑。 2.积极攻克产品制造中尚未解决的某些技术问题，稳定质量。并根据市场反馈，改进产品，提高质量。3.就产品与价格的组合策略看，可运用不同策略。 1). active very fruitful advertising, using special promotion

10、, such as demonstration, on-site operation, real sale, free trial, small packaging, widely spread the commodity information, to help consumers understand the products, improve cognition degree, dispel misgivings.2). positive overcome some technical problems have not been solved in product manufactur

11、ing, quality stability. and improve the products according to the market feedback, quality, improve.3). combination strategies of product and price, can use different strategies.（1）快速撇脂策略。高价高促销策略，即企业以高价和大规模促销将新产品推进市场，加强市场渗透与扩张。采用这一策略的条件是：大部分潜在购买者根本不熟悉该产品，已经知道这种新产品的购买者求购心切，愿出高价；企业 图711流行商品市场生命周期曲线图面临

12、潜在竞争的威胁，急需以高价优质树立声誉，取得竞争优势。(1) the rapid skimming strategy. high promotion strategy, is the enterprise with high and large-scale promotion will promote new products, market, strengthen the market penetration and expansion. using this strategy is: most of the potential buyers do not know the product,

13、 know the buyers for this new product to buy pants, offer price; enterprise figure 7 - 11 popular commodity market life cycle curve face potential competition, urgent to establish a reputation of high quality, competitive advantage. （2）缓慢撇脂策略。高价低促销策略，即企业以高价和低促销费用将新产品推进市场，以多获利润。采用这一策略的条件是：市场容量相对有限，消费

14、对象相对稳定；大部分购买者对产品已有所了解，愿出高价购买；潜在竞争的威胁较小。 (2) slow skimming strategy. low price promotion strategy, is the enterprise with high and low cost of sales will promote new products to market, profit. using this strategy is: the market capacity is relatively limited, consumption is relatively stable; the ma

15、jority of buyers have some knowledge of products, is willing to buy high-priced out potential competitive threat is smaller.（3）快速渗透策略。低价高促销策略，即企业以低价和大规模的促销活动将新产品推进市场，以最快的速度进行市场渗透和扩大市场占有率。采用这一策略的市场条件是：市场容量相当大，购买者对商品不了解而且对价格十分敏感；潜在竞争威胁大；商品的单位成本可因大批量生产而降低。(3) the rapid penetration strategy. the low pri

16、ce and high promotion strategy, is the enterprise to low-cost and large-scale promotional activities will promote new products market, with the fastest speed of market penetration and expand market share. using this strategy the market condition is: the market capacity is large, the purchaser of goo

17、ds does not understand and very sensitive to the price; the potential threat of competition; the unit cost of goods can be reduced due to mass production. （4）.缓慢渗透策略。低价低促销策略，即企业以低价和少量的促销费用将新产品推进市场，以廉取胜，迅速占领市场。采用这一策略的条件是：市场容量大；购买者对产品较为熟悉，对价格较为敏感；有相当数量的潜在竞争者。(4) the slow penetration strategy. low sale

18、s 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, more sensitive to price; there are

19、a number of potential competitors. （二）成长期的特点及营销策略 成长期是产品在市场上已经打开销路，销售量稳步上升的阶段。其主要特点有：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:1.购买者对商品已经比较熟悉，市场需求扩大，销售量迅速增加。2.生产和销售成本大幅度下降，大批

20、量生产和大批量销售使单位产品成本减少。3.企业利润增加。4.竞争者相继加入市场，竞争趋向激烈。 1). buyers are more familiar with the commodity, market demand, sales increased rapidly.2). production and sales cost is greatly reduced, the mass production and mass marketing is to reduce the cost of unit product.3) corporate profits increase.4). com

21、petitors have joined the market, competition tends to be fierce.在成长期，企业的主要任务是进一步扩大产品的市场，提高市场占有率。可采用的策略有in the growth stage, the main task of enterprises is to further expand product market, increase market share. the strategy:：1.进一步提高产品质量，增加花色、品种、式样、规格，改进包装。2.广告促销从介绍产品，提高知名度转到突出特色，建立形象，争创名牌。3.开辟新的分销

22、渠道，扩大商业网点。4.在大量生产的基础上，适时降价或采用其他有效的定价策略，吸引更多购买者。 1). to further improve product quality, increase the variety, color, style, size, to improve packaging.2). advertising and promotion from the introduction of products, improve the visibility to highlight the features, image building, and striving for f

23、amous brand.3). open new distribution channels, the expansion of commercial outlets.4). on a production basis, timely price or by other effective pricing strategies, attract more buyers.（三）成熟期的特点及营销策略 成熟期是产品在市场上普及销售量达到高峰的饱和阶段。其主要特点是：(三) the characteristics of mature and marketing strategymature peri

24、od is the product sales market reached saturation in the popularization stage peak. its main features are:1.产品已为绝大多数的消费者所认识与购买，销售量增长缓慢，处于相对稳定状态，并逐渐出现下降的趋势。2.企业利润逐步下降。3.竞争十分激烈。1). the product has the vast majority of consumer awareness and purchase, sales growth slow, in a relatively stable state, an

25、d gradually decline.2) gradually decline in corporate profits.3). the competition is very fierce.在成熟期，企业的主要任务是牢固地占领市场，防止与抵抗竞争对手的蚕食进攻。可采用的策略有：1.从广度和深度上拓展市场，争取新顾客，刺激老顾客增加购买。2.提高产品质量，进行产品多功能开发，创造新的产品特色，增加产品的使用价值。3.改进营销组合策略，如调整价格、增加销售网点、开展多种促销活动、强化服务等。 in the mature stage, the main task of enterprises i

26、s firmly occupied the market, prevent and resist nibbled competitors. the strategy:1). from the breadth and depth of expanding the market, strive for new customers, old customers to buy more stimulus.2). to improve the quality of products, the development of multifunctional products, create new prod

27、ucts, increase the value of a product.3). 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）衰退期的特点及营销策略 衰退期是产品销售量持续下降、即将退出市场的阶段。其主要特点有：1.消费者对产品已经没有兴趣，市场上出现了改进型产品，市场需

28、求减少2.同行业为减少存货损失，竞相降价销售，竞争激烈。3.企业利润不断降低。 (四) the recession of the characteristic and marketing strategythe recession is the product sales continued to decline, the outgoing phase. its main features are:1). consumers have no interest in products, the market appeared improved products, market demand2).

29、 with the industry to reduce the inventory loss, to lower sales, competition is intense.3) corporate profits continue to reduce.在衰退期，企业的主要任务是尽快退出市场，尽量减少因存货过多给企业造成的亏损。可选择的策略有：1.淘汰策略，即企业停止生产衰退期产品，上马新产品或转产其他产品。2.持续营销策略，即企业继续生产衰退期产品，利用其他竞争者退出市场的机会，通过提高服务质量、降低价格等方法维持销售。in a recession, the main task of en

30、terprises is to withdraw from the market as soon as possible, to reduce the stock due to too much enterprise losses. alternative strategies:1). elimination strategy, enterprises stop production decline period, launched new products or transfer to other products.2). marketing strategy, namely the ent

31、erprise to continue production decline period, the use of other competitors out of the market opportunities, by improving the quality of service, lower prices and other methods to maintain sales. 产品生命周期理论背景产品生命周期理论是美国哈佛大学教授费农1966年在其产品周期中的国际投资与国际贸易一文中首次提出的。费农认为：产品生命是指市上的营销生命，产品和人的生命一样，要经历形成、成长、成熟、衰退这

32、样的周期，而这个周期在不同技术水平的国家里，发生的时间和过程是不一样的，其间存在一个较大的差距和时差，正是这一时差，表现为不同国家在技术上的差距，它反映场了同一产品在不同国家市场上的竞争地位的差异，从而决定了国际贸易和国际投资的变化，为了便于区分，费农把这些国家依次分成创新国（一般为最发达国家）、一般发达国家、发展中国家。 费农还把产品生命周期分为三个阶段，即新产品阶段，成熟产品阶段和标准化产品阶段。费农认为，在新产品阶段，创新国利用其拥有的垄断技术优势，开发新产品，由于产品尚未完全成型，技术上未加完善，加之，竞争者少，市场竞争不激烈，替代产品少，产品附加值高，国内市场就能满足其摄取高额利润的

33、要求等，产品极少出口到其他国家，绝大部分产品都在国内销售。而在成熟产品阶段，由于创新国技术垄断和市场寡占地位的打破，竞争者增加，市场竞争激烈，替代产品增多，产品的附加值不断走低，企业越来越重视产品成本的下降，较低的成本开始处于越来越有利的地位，且创新国和一般发达国家市场开始出现饱和，为降低成本，提高经济效益，抑制国内外竞争者，企业纷纷到发展中国家投资建厂，逐步放弃国内生产。在标准化产品阶段，产品的生产技术、生产规模及产品本身已经完全成熟，这时对生产者技能的要求不高，原来新产品企业的垄断技术优势已经消失，成本、价格因素已经成为决定性的因素，这时发展中国家已经具备明显的成本因素优势，创新国和一般发

34、达国家为进一步降低生产成本，开始大量地在发展中国家投资建厂，再将产品远销至别国和第三国市场。 由介绍得知，产品生命周期理论是作为国际贸易理论分支之一的直接投资理论而存在的，它反映了国际企业从最发达国家到一般发达国家，再到发展中国家的直接投资过程。产品生命周期优缺点优点产品生命周期（plc）提供了一套适用的营销规划观点。它将产品分成不同的策略时期，营销人员可针对各个阶段不同的特点而采取不同的营销组合策略。此外，产品生命周期只考虑销售和时间两个变数，简单易懂。 advantageproduct life cycle (plc) provides a set of suitable marketin

35、g planning ideas. it will be divided into different periods of the product strategy, marketing personnel can according to the characteristics of each stage and take different marketing strategies for different. in addition, the product life cycle to consider only the sales and the time two variables

36、, easy to understand.缺点 a、产品生命周期各阶段的起止点划分标准不易确认。 b、并非所有的产品生命周期都是标准的s型，还有很多特殊的产品生命周期曲线 c、无法确定产品生命周期曲线到底适合单一产品项目层次还是一个产品集合层次。 d、该曲线只考虑销售和时间的关系，未涉及成本及价格等其它影响销售的变数。 e、易造成“营销近视症”，认为产品已到衰退期而过早将仍有市场价值的好产品剔除出了产品线。 f、产品衰退并不表示无法再生。如通过合适的改进策略，公司可能再创产品新的生命周期。disadvantagesa), each stage of product life cycle begins and ends at the division standard is not easy to confirm.b), not all of the product life cycle is the standard of s, there are a lot of special product life cycle curvec), unable to