产品生命周期理论在服装企业中的应用

Application of product life cycle theory in apparel enterprises

为帮助品牌企业有效预测销量进而组织生产、减少成本、完善销售机制,在前期文献和理论探讨的基础上,实地调研品牌企业,并结合销售情况认为:产品生命周期具有广泛性和适用性;特殊产品生命曲线与各类服装存在对应关系;基础性服装可通过产品生命周期的预测结果辅助生产,并通过不断创新使其销售量朝扇贝形曲线发展,以减少企业库存,增加收益。

In order to help brand enterprises effectively predict sales volume and then organize production, reduce costs and improve sales mechanism, this paper, based on literature research and theoretical discussion , conducts field research on brand enterprises and concludes that the product life cycle is characterized by universality and applicability. There is a correspondence between the life curve of special products and different kinds of clothing. Production of Basic garments can be assisted through the predicted results of the product life cycle. And through continuons innovation, its sales volume can develop toward the scallop shape curve so as to reduce enterprise inventory and increase earnings.