广告策略与产品生命周期的关系

The Relationship between Advertisement Strategy and Product's Lifecycle

通过实例分析 ,对处于不同生命周期的产品应采取何种相应的广告策略进行了理论上的探讨。初步认为 :在产品的导入期 ,广告策略应在使消费者尽快了解产品特性的基础上 ,确立其品牌知名度 ;在产品的成长期 ,广告策略应分析同类竞争产品的广告 ,保持已占领市场 ,并努力拓展潜在市场 ,继续维持并提升品牌形象 ;在产品的成熟期 ,广告策略应以维持、巩固产品的品牌知名度 ,并赋予品牌独特的个性意义 ,使之植根于消费者心中 ;在产品的衰退期 ,广告策略应着眼于呵护品牌形象 。

Through an analysis of living examples, the author discusses theoretically how to adopt a corresponding Ad strategy for a product in different stages of the product′s lifecycle (guided period, growing period, autumn period, declined period ).Guided period: the advertisement strategy should set up the product′s brand visualization. Growing period: advertisement strategy should hold out and upgrade the product′s brand visualization. Autumn period: advertisement strategy should maintain and stabilize the product′s brand visualization. Declining period: advertisement strategy should protect the product′s brand visualization for the later development of the enterprise.