对产品生命周期各阶段营销策略分析研究.docxVIP

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为四个阶段：引入、发展、成熟、衰退。 　　Under the current competitive marketing environment, how to manage a good marketing strategy for a certain product is quite crucial for an enterprise’s survival and development. Product is the most essential part in the marketing mix. Life cycle for a product is another most important factor which should be identified by 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 cycle is concerned, this essay will first illustrate a comprehensive concept about the product life cycle. Following this, it will analyze the specific marketing strategies which shall be referred by marketers in the marketing process. 　　产品生命周期---Product life cycle 　　Just like everything else, product has its 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). PLC refers to a period in which a product starts with its initial phase (RD) and ends with its removal from the marketplace. A typical PLC includes four phases: introduction, growth, maturity and decline. See the figure below. 　　Figure 1: Product life cycle 　　1. Introduction Stage 　　Introduction stage refers to the testing period of a product launching into the marketplace. Once a new product enters into the market, it starts the introduction phase. At this stage, the quantity of the products in the market is small and customers are totally not familiar with the product. E