卷烟品牌生命周期研究——基于增长型曲线对黄鹤楼品牌的分析

Research on Brand Life Cycle of Cigarette——Analysis of Yellow Crane Tower Based on Growth Curve

许多企业用产品生命周期概念来解释产品、品牌或市场的动态性,并对产品或品牌的销量进行预测。对产品生命周期的定性描述不能准确指明产品或品牌所处的阶段,不利于制定营销决策。增长型曲线是对产品或品牌生命周期进行定量分析的重要模型,通过增长型曲线可对黄鹤楼品牌的生命周期进行分析,并提出相应的营销策略。

Many companies use product life cycle(PLC)as an important tool for forecasting to explain the dynamicity of product,brand and market.Qualitative analysis cannot point out the stage of product or brand which is not good for companies to make marketing decisions.Growth Curve is a good model to make a quantitative analysis of PLC.This paper analyzes the PLC of Yellow Crane Tower based on growth curve,and put forward marketing strategy.