产品生命周期理论在汽车营销管理中的应用

Application of Product Life Cycle Theory in Car Marketing

费农的产品生命周期理论认为:根据产品进入市场后不同时期销售的变化,可分为投入期、成长期、成熟期和衰退期,对于不同时期,应采取不同的营销策略。基于对该理论的理解与运用,文章首先通过对采集数据的分析,运用定量分析法,做出了我国汽车行业还处在成长期的判断。其次,分析了当前汽车营销中的问题与症结。最后,结合理论与汽车营销的实际情况,提出了如何改进我国汽车营销策略的建议。

Product life cycle, established by R. Vernon, emphasizes that the cycle should own four phases （growth, maturity, decline, withdraw） according to the sales condition in market. Furthermore, different phases should take different marketing strategy. Based on the understanding of this theory, the author analyzes the data of car＇s output and sales in China, and gets a conclusion. Chinese car industry is in maturity phase. Then we find out the problem in car marketing currently. At last, the essay gives some suggestions on car marketing, including, focusing on innovation in design, consummating the after-service, emphasizing the importance of Brand, cultivating the culture of car selling, constructing the marketing team etc.