产品寿命周期与渠道组合策略研究.doc

学校代码：10206 学生学号： 白城师范学院 毕业论文（设计） 产品寿命周期与渠道组合策略研究 Study on the life cycle and channel tactics of product 摘 要 在风云变换，竞争激烈的国际市场上，如何运用产品生命周期与渠道组合策略相结合来发展企业，是企业迈向成功的必备能力之一，它是企业持续成长并保持利益的重要保障，具体而言，企业遵循企业生命周期规律而发展，渠道策略，现代渠道和传统渠道之间的组合方式也应该依照企业生命周期来及时的调整。而在中国，随着改革开放政策的确立及其领域的不断扩大，中国的经济实力发生了前所未有的变化，中国市场逐步融入世界市场。经济全球化给中国带来了新的发展动力和契机，同时也带来了前所未有的挑战。对于任何企业来说，企业总是希望自己的产品能在市场上长盛不衰，但是任何一种产品都不会是“永远不落的太阳”。企业和市场营销人员必须依照需求和竞争情况，进行一系列市场营销策划，以适应瞬息万变的市场，尽可能的延长产品的市场寿命并增加收益。具体而言，企业遵循产品生命周期规律而发展，渠道策略，现代渠道和传统策略组合方式也应该依照产品生命周期来及时调整，这样，才能适应市场的变化，增强企业竞争能力和企业经济实力，促进企业更好更快的发展。 关键词： 市场经济 市场营销策划 渠道组合 Abstract The transformation, the fierce competition in the international market, how to use the product life cycle and the marketing combination strategy of combining to the development of enterprises, is one of the necessary ability of the enterprise to success, it is the important guarantee of sustainable growth of enterprises, and maintain the interests of the specifically, enterprises follow the enterprise life cycle and development, channel strategy, portfolio methods between modern and traditional channels should also be timely according to the enterprise life cycle adjustment. In China, with the establishment of the policy of reform and opening up and the field continues to expand, the hitherto unknown change Chinas economic strength, China into the world market gradually. Economic globalization has brought new impetus to the development and opportunity for China, but also brought hitherto unknown challenge.The enterprise is always hope that their products can be prosperous in the market, but any kind of product is not never fall sun. The enterprise and the market marketing personnel must be in accordance with the demand and competition, a series of marketing planning, in order to adapt to the market vary from minute to minute, as far as possible to extend the product life of the market and increase revenue. Specifically, the enterprise follow the product life cycle law and