商品生命周期不同阶段的广告表达

Advertizing Expressiveness in Different Phasesof Life-Cycle of Commodity

商品所经历的从投入到退出市场的过程．称之为商品的生命周期。本文将这一周期细分为导入、成长、稳定、发展、受挫、复苏、衰退７个阶段，并根据每个阶段的特点分析了不同的广告表达方式和广告策略．

The life-cycle of commodity denotes the process from the commodity'sintroduction into the market to its exit from the market. The author divides this processinto seven phases(introduction, growth, stability, development, setback, recovery,recession. In light of the characteristics of each phase, an analysis is made for differentexpressive methods and tactics of advertizing.