谈谈产品生命周期存在的问题

SOME DISCUSSIONS ON THE PRODUCT LIFE-CYCLE

产品生命周期（简称ＰＬＣ）理论是产品决策的重要方法之一．但一些企业的决策者误以为所有的产品都是同样的ＰＬＣ模式，从而导致决策错误，将销量下降误作衰退期已至而淘汰；有些则不重视投放市场前的决策而导致投放市场后滞销、无法收回研究试制费用．为此本文介绍了理想化的ＰＬＣ的由来，它是销售记录而非预测工具，并建议重新考虑某些译名及增加一个孕育期。建议在时机成熟时成立本学科的定义委员会以解决某些重要问题．

The theory of Product Life-Cycle (PLC) is one of important method about theproduct strategic decision. But some strategy deciders of enterprises thought that all the products have a same idealized PLC model incorrectly, that guides wrong decision. So that,this paper introduces how the idealized PLC was born;it is only a record of sales but not an instrument of forecast. And writer also suggested to consider again about the translation of some nouns and suggested to increase a pregnancy stage into the PLC. At the mature time,establish a committee on definitions of The Marketing Association of China.