Product maturity Marketing Strategy.doc

 PAGE \* MERGEFORMAT 7 Product maturity Marketing Strategy In modern technology and information quite well-developed case, the duration of growth period becomes shorter and many products more competitive in the long maturity. Dimensional, enterprises should closely monitor the arrival of maturity and timely take appropriate marketing strategies, improve market competitiveness. Maturity of the market characteristics The main market is characterized by maturity: (1) cautious buyers to buy more have joined the ranks of becoming saturated market demand, product sales reached its highest point. (2) the production technology is mature, high-volume, low cost, small profits, the profit reached its highest point. (3) many similar products to enter the market, the market was completely developed rival the largest market share of enterprises was their peak; (4) industry competition, updated product start to appear, sales slow growth, mature late, sales growth tends to zero or even negative. Maturity of the Marketing Strategy Mature products began to appear excessive, companies want to continue to expand its market share is very difficult, energy should not be distributed. Therefore, the basic principles of marketing strategy is ‘defensive’ main, ‘conquering’ supplement, that is, defending existing market share, to stabilize the existing market position, while striving to seek a favorable growth points, and managed to extend the maturity . Therefore, the basic strategy of enterprise marketing idea is to ‘reform’ to the fore, namely, product and market and marketing mix strategy effective improvements. 1, the product strategy of incremental improvement (1) improving product quality To improve product quality is mainly performance or structure: one to improve product quality, increase the use of functions, improve quality and results; 2 to improve product features, increase product safety, convenience, energy saving and efficiency; and they must strictly control prod