产品生命周期的研究

The Study of Product Life Cycle

产品生命周期是指一代产品进入市场后需求存续变化的周期,而不是指需求量、销量波动变化的周期。我们应当研究细分市场的产品生命周期,根据市场某种特性质变的界面来划分产品生命周期的阶段,才更具有营销意义。现行流行的划分产品周期阶段的四种方法。缺乏理论依据,在应用中有较大的随意性。为此,提出了综合判断法,根据多个判据的组合,定位了产品生命周期阶段之间的界面,并提出了对应的营销策略。

The life cycle of product is the variance's cycle of the demand existing after the new product enters market. It is not the cycle of fluctuation variance of demand quantity and sales volume. We ought to study the life cycle of product through segmenting market, according to the quality variance boundary face of a characteristic of the market divided by the stage of the life cycle of product. It has the meaning of sales management. Dividing the stage of the life cycle of product, four methods of the prevalent lack the basis theory, in application, they have large characteristics at will. The paper thus points out the synthetic judgement method. According to several judgement data composing, the boundary face among the stages of the life cycle of product are decided, and it points out relative sales policies.