对产品生命周期的各阶段营销策略分析研究

1、survival and development. Product is the most essential Life cycle for a product is another most important factor by an enterprise correctly.To understand product lifemarketers when they are planning the marketing strategiesan alyzeRaymond a p eriodinto the对产品生命周期的各阶段营销策略分析研究英国启航论文在现如今市场环境日益激烈的情形下，产

2、品在营销组合里的重要程度也是逐渐提升。对于一个企业的生存发展来说经营出良好的市场战略是非常重要的。而产品生命周期则是准确识别企业的又一重要因素。了解一个产品的生命周期是企业在为产品制定市场策略时最为重 要的组成部分。本文将以产品生命周期为例，首先阐述产品生命周期的概念。然后将分析研究市场人员所说的特定营销策略。产品生命周期理论（PLC）是1966年由哈佛大学的 Professor Raymond Vernon首次提出并成型的Jain and Vachani, 2006）。像世间万物一样，产品也是有一定的生命周期的。产 品生命周期提出了产品的最初研发到最后撤离市场的全过程。最典型的产品生命周期分

3、为四个阶段：引入、发展、成熟、衰退。Un der the curre nt comp etitive marketi ng environment, how to man age a goodmarketing strategy for a certain product is quite crucial for an enterprise spart in the marketing mix. which should be identified cycle is very important for for its product. Therefore,as far as the p ro

4、duct life cycle is concern ed, this essay will first illustrate a comprehensive concept about the product life cycle. Following this, it will the sp ecific marketi ng strategies which shall be referred by marketers in the marketi ng pro cess.产品生命周期-Product life cycleJust like everyth ing else, p rod

5、uct has its own life cycle too. The theory ofproduct life cycle (PLC) was firstly brought forward and shaped by Professor Vernon of Harvard University in 1966 (Jain and Vachani, 2006). PLCrefers to in which a p roduct starts with its in itial p hase (R&D) and ends with its removal from the market pl

6、ace. A typ ical PLC in cludes four p hases: in troduct ion, growth, maturity and decli ne. See the figure below.Figure 1: P roduct life cycle1. In troduct ion StageIntroductionstage refers to the testingperiod of a product launchingmarket place. Once a new p roduct en ters into the market, it starts

7、 the in troduct ion p hase. At this stage, the qua ntity of the p roducts in the market is small andcompanies have to add the product s value by improving the quality, or modifying associated features like its appearanee, specification, packaging and servicescustomers are totally not familiar with t

8、he product.Except some customers pursuingnew thin gs, n obody else will p robably buy this p roduct.2. Growth stageWhen the p roduct laun ches in the in troduct ionp hase with a success of take-offin sales, the product develops into growth stage. Growth stage refers to the product has passed the mar

9、keting test with a good sales result and consumers graduallyacceptand recog nize the p roduct and the p roduct has achieved its sta nding ground in the market place (Hin es, Francis and Found, 2006). I n this p hase the dema nd and sales of the p roduct are grow ing rapi dly.Company will have a sig

10、ni fica ntcost reduct ionin the manu facture and gain more p rofits. Mean while, other comp etitors may launch the similar products into the market by seeing the profitablemarket in this product.3. Maturity stageAt this stage, the p roduct is in the p hase of mass p roduct ion and is access ingto th

11、e market steadily. The market dema nd for the p roduct has bee n sta ndardizedandthe distributi on of the p roduct is well established. At this time, the p roduct isproduced at low cost (Swiercz and Lydon, 2002). The rapid growth of sales will slow dow n or eve n decrease to some exte nt. Due to the

12、 intense comp etiti on environment, the the etc.4. Decii ne stageDecli ne means the p roduct is beco ming obsolete. As the tech no logy deve lopmentand cha nge of consuminghabit, sales and p rofits of the p roduct are decli ning.Thep roduct can not meet the customer s dema nd and new p roducts with

13、better p erforma nee and lower p rice appear in the market which can satisfy the consumer s needs well. At this time, the p roduct with higher p roducti on cost will gradually stopmanufacturing as no profitsfrom the market. Therefore, it is the time for the productto end its life cycle and withdraw

14、from the market comp letely.产品生命周期四个阶段的市场策略-Market ing strategies for the four differe ntstages of PLCP roduct life cycle is a very imp orta nt concept for marketer as it is directlyconn ected with the marketi ng strategies for the p roduct (Avl on itis andPapastathopoulou,2006). In different PLCsta

15、ges, marketers should consider to applydiffere nt market ing strategies.In in troduct ion stage, the company should highly focus on buildi ng p roduct aware ness and cover the market share rapi dly as there is less challe nge from comp etitors. Firms should con sider applying large expen diture on p

16、ro moti on and advertis ing and be prep ared to get only a small proportion of that back. Pricing is also important for company to establish in the p hase. Company can establish a high price for recoveri ng the devel opment costs or low pen etrati on price to build its market share quickly.In growth

17、 stage, the basic guid ing concept for the marketi ng is to expand themarket and cover the market share maximum. Its target is to maintain its competitive status while expanding market rapidly. The marketing strategies in this phase should be differe nt from that in the in troductory stage. Company

18、must differe ntiate itsproducts offerings from the competitors . Promotion and advertising continues toaim in establish ing a leadersh ip in this market. This p eriod is also the best time to make an overall coverage strategy in all market places so as to reach to more con sumers.At maturity p hase,

19、 the in creas in gly growth in sales is diminishing. Thecomp etiti on in the market place with app eara nee of many other rep laceablenew brandsis gett ing intense ever before (Sharma, 2009). At this stage, the market ingstrategy s aim is to defend the market share as best as it can do. Various mark

20、eting tools are app lied, such as pricing and disco unt p olicies as responding to the comp etiti on en viro nment. Promoti on and advertis ing should emp hasize p roduct differe ntiati on in terms of quality and reliability. Distributi on con ti nues multi-distributing channels. Successful product

21、maturitystage is extended beyondthe regular expectation.“Tide ” washing powder is a good example. It is a veryold brand, but still grow ing.At decli ne stage, the sales continues decreas ing and pricing strategies like disco un t, is not effective. Therefore, firms should make op tio ns for han dli

22、ng the p roduct effectively. If company decide to maintain the p roduct, three market ing strategies may be helpful (Ferrell and Hartli ne, 2008). (1). Con ti nuance of the p revious marketi ng strategies with resp ect to p rice, market, distributio n and pro moti on. (2). Concen trate on the most p

23、oten tial marketi ng cha nn els. (3). Harvesti ng strategy. It means to reduce price greatly and pro moti on personnel or maintain the origi nal price or even higher tha n before to maximize p rofits before withdrawal from the market.结论-C on clusi onIn con clusi on, p roduct life cycle is a very imp

24、ortant concept with in anorganization.In order to make a product survive in the market as long as possible,it is very esse ntial for the marketers to un dersta nd the p roduct life cycle so asto provide/design effective marketing strategies for each phase of PLC. An effective man ageme nt of PLC will p robably exte nd its lifeand gain gr