产品市场生命周期各阶段特点和营销策略.docVIP

产品市场生命周期各阶段的特点及营销策略 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 human 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 development, 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 marketing strategy Introduction 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, characteristics 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