《跨境电商运营-国际化课程》课件——3.8.1在产品生命周期各阶段的运营策略分析.pptVIP

定价策略1Pricingstrategylisting的曝光已经达到巅峰，可以降低广告投入。利润率Profitmargin自然流量Naturaltraffic品牌效应Brandeffect控好广告预算EffectivecontrolofadbudgetSincealistingsexposurehaspeakedatthestage,adspendcanbereduced.Top-sellingproducts推广策略2Promotionstrategy成熟期市场需求趋于饱和，产品边际利润降低，潜在需求不确定性变小。成立大型配送中心Establishinglarge-scaledistributioncenters覆盖销售网络，完善现代增值物流服务Tocovertheentiresalesnetworkandenhancemodernvalue-addedlogisticsservices利用第三方物流公司Employingthird-partylogisticscompanies降低物流成本，享有专业化服务ToreducelogisticscostsandenjoyspecializedservicesIntheMaturitystage,marketdemandbecomessaturated,reducingmarginalprofitanddecreasingpotentialdemanduncertainty.物流策略3Logisticsstrategy定价Pricing推广Promotion物流Logistics衰退期的运营策略OperationalstrategiesattheMaturitystage衰退期市场需求也会逐渐减弱，顾客的忠诚度也会下降；降价Pricereduction折扣Discount快速清仓Quickclearanceofinventory新产品NewproductsDuringtheDeclinestage,marketdemandwillgraduallyweakenandcustomerloyaltywillalsodecrease.定价策略1Pricingstrategy衰退期销量与利润大大下降，则没必要继续强推这个产品；满减Spend-and-save打折Discount包邮Freeshipping搭卖BundledsalesWhensalesandprofitsdecreasesignificantlyduringtheDeclinestage,itsnoneedtocontinuepromotingthisproduct.推广策略2Promotionstrategy紧缩策略Contractionstrategy减少物流开支Toreducelogisticsexpenditures维持基本物流服务Tomaintainessentiallogisticsservices物流策略3Logisticsstrategy*在产品生命周期各阶段的运营策略分析OperationalStrategyAnalysisatEachStageoftheProductLifeCycle产品寿命周期，指产品从研制成功投入市场开始，经过成长、成熟，最终到衰退并被市场淘汰的整个产品营销的全过程，所以不同的产品有着完全不同的产品生命周期。概念Concept成长Growth成熟Maturity衰退Decline淘汰EliminationTheproductlifecycledescribestheentiremarketingprocessofaproductfromitsRDandmarketlaunchthroughitsgrowthandmaturitystages,toitseventualdeclineandelimination.Consequently,differentproductscanhavevastlydifferentlifecycles.产品生命周期Productlifecycle导入期01