产品生命周期策略（Product life cycle strategy）.docVIP

产品生命周期策略（Product life cycle strategy） This article is contributed by wzy_4000 Ppt documents may experience poor browsing on the WAP side. It is recommended that you first select TXT, or download the source file to the local view. Product life cycle strategy product life cycle refers to the market life cycle process of products from entering the market to exiting the market. A products market life cycle begins only after research, development, test marketing, and then entry to the market. The product exits the market and marks the end of its life cycle. Product life cycle stage, a typical product life cycle can generally be divided into four stages. Namely: introduction period (or introduction period), growth period, mature period and decline period. Note: the product life cycle does not mean the life of the product, but the time that the product exists in the market, that is, the life of the market. Throughout the life cycle, changes in sales and profits are similar to the S curve as a major characteristic of the product life cycle. Following chart: Sales, profits? Sales??? Profits??????? 0 introduce maturity Time decay The relationship between the product life cycle and sales and profits 2. product life cycle strategy (1) introduction strategy) introduction period begins when new products are generally sold in the market. Prior to the introduction of new products, you need to experience development, development, test marketing and other processes. Introduction of product features: small sales, high promotional costs, high manufacturing costs, sales profits are often very low, or even negative. At this stage, the promotion costs are high, the purpose of the payment is to establish a sound sales channels, sales channels. The main purpose of promotional activities is to introduce sales channels, introduce products, and attract consumers. There are four kinds of marketing strategies in this period: ???????? Low price promotion skimming strategy Price skimming high prom