产品市场生命周期各阶段的特点及营销策略.docx

1、产品市场生命周期各阶段的特点及营销策略产品市场生命周期各阶段的特点及营销策略学 院 专 业 年级班别 学生姓名 指导老师 201年月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，呈现一个由少到多由多到少的过程，就如同人的生命一样，由诞生、成长到成熟，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，是指产品从进入市场开始，直到最

2、终退出市场为止所经历的市场生命循环过程。产品只有经过研究开发、试销，然后进入市场，它的市场生命周期才算开始。产品退出市场，则标志着生命周期的结束。Product life cycle (product life cycle), refers to the product life cycle. A product into the market, its sales and profits will change over time, showing a little to much to little more than the process, just as the same as hu

3、man 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 market, the market life cycle until the final out of the market so far have been through. Products only through research and developm

4、ent, 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（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 market

5、ing strategyIntroduction is the first stage of the new product into the market. Its main features are:1.生产成本高 新产品刚开始生产时，数量不大，技术尚不稳定、不熟练，次品率也较高，因而制造成本较高。2.促销费用大 新产品刚投放市场时，其性能、质量、使用价值、特征等还未被人们认识，为迅速打开销路，提高知名度，需进行大量的广告宣传及其他促销活动，促销费用很大。 3.销售数量少 因新产品还未赢得消费者的信赖，未被广泛接受，购买者较少。 4.竞争不激烈 因新产品刚进入市场，销路不畅，企业无利甚至亏

6、损，生产者较少，竞争尚未真正开始。 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.2). Cost of sales in new product on the market, its performance, quality, value, charac

7、teristics have not been recognized, to quickly open the market, improve the visibility, need to do a lot of advertising and other promotional activities, promotional costs more.3). The number of sales for new products have failed to win the trust of consumers, are not widely accepted, buyers are les

8、s.4). No serious competition for new products entering the market, sales are sluggish, enterprises no profit or even losses, less competitive producers, has not 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 t

9、o new products into the market, expand product sales in the shortest possible time. The specific strategies are to be taken with: 1.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。 2.积极攻克产品制造中尚未解决的某些技术问题，稳定质量。并根据市场反馈，改进产品，提高质量。3.就产品与价格的组合策略看，可运用不同策略。 1). Active ver

10、y fruitful advertising, using special promotion, such as demonstration, on-site operation, real sale, free trial, small packaging, widely spread the commodity information, to help consumers understand the products, improve cognition degree, dispel misgivings.2). Positive overcome some technical prob

11、lems have not been solved in product manufacturing, quality stability. And improve the products according to the market feedback, quality, improve.3). Combination strategies of product and price, can use different strategies.（1）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将新产品推进市场，加强市场渗透与扩张。采用这一策略的条件是：大部分潜在购买者根本不熟悉该产

12、品，已经知道这种新产品的购买者求购心切，愿出高价；企业 图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。(1) the rapid skimming strategy. High promotion strategy, is the enterprise with high and large-scale promotion will promote new products, market, strengthen the market penetration and expansion. Using this strategy is: most o

13、f 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 potential competition, urgent to establish a reputation of high quality, competitive advantage. （2）缓慢撇脂策略。高价低促销策略，即企

14、业以高价和低促销费用将新产品推进市场，以多获利润。采用这一策略的条件是：市场容量相对有限，消费对象相对稳定；大部分购买者对产品已有所了解，愿出高价购买；潜在竞争的威胁较小。 (2) slow skimming strategy. Low price promotion strategy, is the enterprise with high and low cost of sales will promote new products to market, profit. Using this strategy is: the market capacity is relatively li

15、mited, consumption is relatively stable; the majority of buyers have some knowledge of products, is willing to buy high-priced out potential competitive threat is smaller.（3）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；商品的单位成本可因大批量生产而降低。

16、(3) the rapid penetration strategy. The low price and high promotion strategy, is the enterprise to low-cost and large-scale promotional activities will promote new products market, with the fastest speed of market penetration and expand market share. Using this strategy the market condition is: the

17、 market capacity is large, the purchaser of goods does not understand and very 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

18、竞争者。(4) the slow penetration strategy. Low sales 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 t

19、he product, more 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:

20、1.购买者对商品已经比较熟悉，市场需求扩大，销售量迅速增加。2.生产和销售成本大幅度下降，大批量生产和大批量销售使单位产品成本减少。3.企业利润增加。4.竞争者相继加入市场，竞争趋向激烈。 1). Buyers are more familiar with the commodity, market demand, sales increased rapidly.2). Production and sales cost is greatly reduced, the mass production and mass marketing is to reduce the cost of uni

21、t product.3) corporate profits increase.4). Competitors have joined the 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，提高市场占有率。可采用的策略有In the growth stage, the main task of enterprises is to further expand product market, increase market share. The strategy:：1.进一步提高产品质量，增加花色、品种、式样、规格，

22、改进包装。2.广告促销从介绍产品，提高知名度转到突出特色，建立形象，争创名牌。3.开辟新的分销渠道，扩大商业网点。4.在大量生产的基础上，适时降价或采用其他有效的定价策略，吸引更多购买者。 1). To further improve product quality, increase the variety, color, style, size, to improve packaging.2). Advertising and promotion from the introduction of products, improve the visibility to highlight t

23、he features, image building, and striving for famous brand.3). Open new distribution channels, the expansion of commercial outlets.4). On a production basis, timely price or by other effective pricing 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 characterist

24、ics of mature and marketing strategyMature period is the product sales market reached saturation in the popularization stage peak. Its main features are:1.产品已为绝大多数的消费者所认识与购买，销售量增长缓慢，处于相对稳定状态，并逐渐出现下降的趋势。2.企业利润逐步下降。3.竞争十分激烈。1). The product has the vast majority of consumer awareness and purchase, sale

25、s growth slow, in a relatively stable state, and gradually decline.2) gradually decline in corporate profits.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：1.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。2.提高产品质量，进行产品多功能开发，创造新的产品特色，增加产品的使用价值。3.改进营销组合策略，如调整价格、增加销售网点、开展多种促销活动、强化服务等。 In t

26、he mature stage, the main task of enterprises is firmly occupied the market, prevent and resist nibbled competitors. The strategy:1). From the breadth and depth of expanding the market, strive for new customers, old customers to buy more stimulus.2). To improve the quality of products, the developme

27、nt of multifunctional products, create new products, increase the value of a product.3). 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、

28、即将退出市场的阶段。其主要特点有：1.消费者对产品已经没有兴趣，市场上出现了改进型产品，市场需求减少2.同行业为减少存货损失，竞相降价销售，竞争激烈。3.企业利润不断降低。 (四) the recession of the characteristic and marketing strategyThe recession is the product sales continued to decline, the outgoing phase. Its main features are:1). Consumers have no interest in products, the mark

29、et appeared improved products, market demand2). With the industry to reduce the inventory loss, to lower sales, competition is intense.3) corporate profits continue to reduce.在衰退期，企业的主要任务是尽快退出市场，尽量减少因存货过多给企业造成的亏损。可选择的策略有：1.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。2.持续营销策略，即企业继续生产衰退期产品，利用其他竞争者退出市场的机会，通过提高服务质量、

30、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. Alternative strategies:1). Elimination strategy, enterprises stop production decline period, launched new products or transfer to other

31、products.2). Marketing strategy, namely the enterprise to continue production decline period, the use of other competitors out of the market opportunities, by improving the quality 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年在其产品周期中的国际投资与国际贸易一文中首次提

32、出的。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，它反映场了同一产品在不同国家市场上的竞争地位的差异，从而决定了国际贸易和国际投资的变化，为了便于区分，费农把这些国家依次分成创新国（一般为最发达国家）、一般发达国家、发展中国家。 费农还把产品生命周期分为三个阶段，即新产品阶段，成熟产品阶段和标准化产品阶段。费农认为，在新产品阶段，创新国利用其拥有的垄断技术优势，开发新产品，由于产品尚未完全成型，技术上未加完善，加之，竞争者少，市场竞争不激烈，替代产品少，产品附加值高，国内市场就能满足其摄取高额利润的要求等，产品极少出口到其他国家，绝大部分产品都在国内销售。而在成熟产品阶段，由于创新国技术