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.产品生命周期分为导入期（Introduction）、成长期（Growth）、成熟期（

4、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 marketingstrategy Introductionisthefirststageofthenewproductintothemarket.Itsmain features are:不熟练，次品率也较高，因而制造成本较高。促销费用大 新产品刚投放市场时，其性能、质量、使用价值、广告宣传及其他促销活动，促销费用很大。购买者较少。损，生产者较少，竞争

5、尚未真正开始。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 the market, expan

8、d product sales in the shortest possible time. The specific strategies are to be taken with: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。据市场反馈，改进产品，提高质量。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, 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。高价高促销策略，即企业以高价和大规模促销711流行商品市场生命周期曲线图面临潜在竞争的威胁，急需以高价优质树立声誉，取得竞争优势。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.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价购买；潜在竞争的威胁较小。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

14、；商品的单位成本可因大批量生产而降低。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）.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

16、竞争者。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:购买者对商品已经比较熟悉，市场需

18、求扩大，销售量迅速增加。品成本减少。企业利润增加。竞争者相继加入市场，竞争趋向激烈。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In the growth stage, the main task of enterprises is to further expand product market, increase market share. The strtegy:创名牌。开辟新的分销渠道，扩大商业网点。引更多购买者。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 period is the product sales market reached saturation in the popularization stage peak. Its main features are:于相对稳定状态，并逐渐出现下降的趋势。企业利润逐步下降。竞争十分激烈。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：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。产品的使用价值。活动、强化服务等。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：求减少同行业为减少存货损失，竞相降价销售，竞争激烈。企业

25、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: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.给企业造成的亏损。可选择的策略有：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。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 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.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

29、直接投资过程。产品生命周期优缺点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 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.缺点缺点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

31、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。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