浅谈产品生命周期理论在营销管理中的应用

On Applications of Products Life Cycle Theory in Marketing Management

国外一些大企业利用产品生命周期理论PLC成功地延长了产品的生命周期,使企业稳定经营几十年乃至上百年。而许多国内企业的产品生命周期却只有6-8年。根据生命周期理论、如何判断产品所处的生命周期阶段,着重从市场营销角度研究如何进行产品生命周期管理,旨在对延长国内企业的产品生命周期提供借鉴经验。

Some famous foreign enterprises utilized the Products Life Cycle theory (PLC) successfully to extend life cycle of their products and make themselves develop steadily for decades even over a century. While some products cycle of some domestic enterprises is only 6 to 8 years. This paper introduces briefly products life cycle theory and how to judge the stage that products live in life cycle. Finally, in order to provide some suggestion for domestic enterprises to lengthen their products’ life cycle, the paper stresses how to carry out products life cycle management from the angle of marketing.