1、精品文檔你我共享腹有詩書氣自華對產品生命周期的各階段營銷策略分析研究英國啟航論文在現如今市場環境日益激烈的情形下，產品在營銷組合里的重要程度也是逐漸提升。對于一個企業的生存發展來說經營出良好的市場戰略是非常重要的。而產品生命周期則是準確識別企業的又一重要因素。了解一個產品的生命周期是企業在為產品制定市場策略時最為重 要的組成部分。本文將以產品生命周期為例，首先闡述產品生命周期的概念。然后將分析研究市場人員所說的特定營銷策略。產品生命周期理論(PLC)是1966年由哈佛大學的 Professor Raymond Vernon 首次提出 并成型的(Jain and Vachani, 2006)。像

2、世間萬物一樣，產品也是有一定的生命周期的。產 品生命周期提出了產品的最初研發到最后撤離市場的全過程。最典型的產品生命周期分為四個階段：引入、發展、成熟、衰退。Un der the curre nt competitive marketi ng environment, how to man age a good marketing strategy for a certain product is quite crucial for an enterprise ssurvival and development. Product is the most essential part in th

3、e marketing mix. Life cycle for a product is another most importantfactor which should be identifiedby an enterprise correctly. To understand product life cycle is very important for marketers when they are planning the marketing strategies for its product. Therefore, as far as the product life cycl

4、e is concern ed, this essay will first illustrate a comprehensive concept about the product life cycle. Following this, it will analyze the specific marketi ng strategies which shall be referred by marketers in the marketi ng process.產品生命周期-Product life cycleJust like everyth ing else, product has i

5、ts own life cycle too. The theory of product life cycle (PLC) was firstly brought forward and shaped by Professor Raymond Vernon of Harvard University in 1966 (Jain and Vachani, 2006). PLCrefers to a period in which a product starts with its in itial phase (R&D) and ends with its removal from the ma

6、rketplace. A typical PLC in cludes four phases: in troduct ion, growth, maturity and decline. See the figure below.Figure 1: Product life cycle1. In troduct ion StageIntroductionstage refers to the testingperiod of a product launching into themarketplace. Once a new product enters into the market, i

7、t starts the introduction phase. At this stage, the qua ntity of the products in the market is small andcustomers are totally not familiar with the product. Except some customers pursuing new thin gs, n obody else will probably buy this product.精品文檔你我共享腹有詩書氣自華2. Growth stageWhen the product laun che

8、s in the in troduct ion phase with a success of take-off in sales, the product develops into growth stage. Growth stage refers to the product has passed the marketing test with a good sales result and consumers gradually accept and recog nize the product and the product has achieved its sta nding gr

9、ound in the marketplace (Hin es, Francis and Found, 2006). I n this phase the dema nd and sales of the product are grow ing rapidly.Compa ny will have a sig ni fica ntcost reduct ionin the manu facture and gain more profits. Mean while, other competitors may launch the similar products into the mark

10、et by seeing the profitable market in this product.3. Maturity stageAt this stage, the product is in the phase of mass product ion and is access ing to the market steadily. The market dema nd for the product has bee n sta ndardizedandthe distribution of the product is well established. At this time,

11、 the product is produced 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 intense competiti on environment, the companies have to add the product s value by improving the quality,or modifyingthe associated features like it

12、s appearanee, specification, packaging and services etc.4. Decli ne stageDecli ne means the product is beco ming obsolete. As the tech no logy developme nt and cha nge of consuming habit, sales and profits of the product are decli ning.Theproduct can not meet the customer s dema nd and new products

13、with better performa nee and lower p rice appear in the market which can satisfy the consumer s needs well. At this time, the product with higher producti on cost will gradually stop manufacturingas no profits from the market. Therefore, it is the time for the productto end its life cycle and withdr

14、aw from the market completely.產品生命周期四個階段的市場策略-Market ing strategies for the four differe ntstages of PLCProduct life cycle is a very important concept for marketer as it is directly conn ected with the marketi ng strategies for the product (Avl on itis and Papastathopoulou, 2006). In differentPLCsta

15、ges, marketers should consider to applydiffere nt market ing strategies.In in troduct ion stage, the compa ny should highly focus on buildi ng product aware ness and cover the market share rapidly as there is less challe nge fromcompetitors. Firms should con sider appl ying large expe nditure on pro

16、moti on and advertis ing and be prepared to get only a small proport ion of that back. Pricing is also importa nt for compa ny to establish in the phase. Compa ny can establish a high price for recovering the development costs or 精品文檔你我共享腹有詩書氣自華low penetration price to build its market share quickly

17、.In growth stage, the basic guid ing con cept for the market ing is to expa nd the market 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 st

18、age. Compa ny must differe ntiate its products offerings from the competitors . Promotion and adver tising continues toaim in establishing a leadership in this market. This period is also the best time to make an overall coverage strategy in all marketplaces so as to reach to more con sumers.At matu

19、rity phase, the in creas in gly growth in sales is diminishing. The competition in the marketplace with appearanee of many other replaceable new brands is getting intense ever before (Sharma, 2009). At this stage, the marketing strategy s aim is to defend the market share as best as it can do. Vario

20、us marketing tools are applied, such as pric ing and disco unt policies as resp onding to the competiti on en viro nment. Promoti on and advertis ing should emphasize product differentiation in terms of quality and reliability. Distribution continues multi-distributing channels. Successful product m

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

22、he product effectively. If compa ny decide to maintain the product, three market ing strategies may be helpful (Ferrell and Hartli ne, 2008). (1). Con ti nuance of the previous marketing strategies with respect to price, market, distribution and promoti on. (2). Concen trate on the most pote ntial m

23、arketi ng cha nn els. (3). Harvesti ng strategy. It means to reduce price greatly and promoti on pers onnel or maintain the original price or even higher than before to maximize profits before withdrawal from the market.結論-C on clusi onIn con clusi on, product life cycle is a very importa nt con cep

24、t within an organization.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 product life cycle so as to provide/design effective marketing strategiesfor each phase of PLC. An effectiveman ageme nt of PLC will probably exte nd its lifeand gain growth in thecompeti