产品市场生命周期各阶段的特点及营销策略

产品市场生命周期各阶段的特点及营销策略Thecharacteristicsofeachstageofproductlifecycleofmarketandmarketingstrategy产品生命周期（productlifecycle）,是指产品的市场寿命。一种产品进入市场后，它的销售量和利润都会随时间推移而改变，呈现一个由少到多由多到少的过程，就如同人的生命一样，由诞生、成长到成熟，最终走向衰亡，这就是产品的生命周期现象。所谓产品生命周期，是指产品从进入市场开始，直到最终退出市场为止所经历的市场生命循环过程。产品只有经过研究开发、试销，然后进入市场，它的市场生命周期才算开始。产品退出市场，则标志着生命周期的结束。Productlifecycle(productlifecycle),referstotheproductlifecycle.Aproductintothemarket,itssalesandprofitswillchangeovertime,showingalittletomuchtolittlemorethantheprocess,justasthesameashumanlife,frombirth,growthtomaturity,interminaldecline,thisistheproductlifecyclephenomenon.Theproductlifecycle,referstoproductsfromenteringthemarket,themarketlifecycleuntilthefinaloutofthemarketsofarhavebeenthrough.Productsonlythroughresearchanddevelopment,test,andthenenteredthemarket,itsmarketlifecyclebegins.Productsfromthemarket,markstheendofthelifecycle.产品生命周期分为导入期（Introduction）、成长期（Growth）、成熟期（Mature）、衰退期（Decline）四个阶段。（一）导入期的特点及企业的营销策略导入期是新产品进入市场的最初阶段。其主要特点是：(一)characteristicsandenterpriseintroductionstagemarketingstrategyIntroductionisthefirststageofthenewproductintothemarket.Itsmainfeaturesare:1.生产成本高新产品刚开始生产时，数量不大，技术尚不稳定、不熟练，次品率也较高，因而制造成本较高。2.促销费用大新产品刚投放市场时，其性能、质量、使用价值、特征等还未被人们认识，为迅速打开销路，提高知名度，需进行大量的广告宣传及其他促销活动，促销费用很大。3.销售数量少因新产品还未赢得消费者的信赖，未被广泛接受，购买者较少。4.竞争不激烈因新产品刚进入市场，销路不畅，企业无利甚至亏损，生产者较少，竞争尚未真正开始。1).Theproductionofhighproductioncostofnewproductsatthebeginning,thenumberofsmall,technologyisnotstable,lessskilled,defectiverateishigher,sotheproductioncostishigh.2).Costofsalesinnewproductonthemarket,itsperformance,quality,value,characteristicshavenotbeenrecognized,toquicklyopenthemarket,improvethevisibility,needtodoalotofadvertisingandotherpromotionalactivities,promotionalcostsmore.3).Thenumberofsalesfornewproductshavefailedtowinthetrustofconsumers,arenotwidelyaccepted,buyersareless.4).Noseriouscompetitionfornewproductsenteringthemarket,salesaresluggish,enterprisesnoprofitorevenlosses,lesscompetitiveproducers,hasnotreallystarted.在导入期，企业主要的营销目标是迅速将新产品打入市场，在尽可能短的时间内扩大产品的销售量。可采取的具体策略有：Intheintroduction,themainmarketingtargetenterpriseisquicklytonewproductsintothemarket,expandproductsalesintheshortestpossibletime.Thespecificstrategiesaretobetakenwith:1.积极开展卓有成效的广告宣传，采用特殊的促销方法，如示范表演、现场操作、实物展销、免费赠送、小包装试销等，广泛传播商品信息，帮助消费者了解商品，提高认知程度，解除疑虑。2.积极攻克产品制造中尚未解决的某些技术问题，稳定质量。并根据市场反馈，改进产品，提高质量。3.就产品与价格的组合策略看，可运用不同策略。1).Activeveryfruitfuladvertising,usingspecialpromotion,suchasdemonstration,on-siteoperation,realsale,freetrial,smallpackaging,widelyspreadthecommodityinformation,tohelpconsumersunderstandtheproducts,improvecognitiondegree,dispelmisgivings.2).Positiveovercomesometechnicalproblemshavenotbeensolvedinproductmanufacturing,qualitystability.Andimprovetheproductsaccordingtothemarketfeedback,quality,improve.3).Combinationstrategiesofproductandprice,canusedifferentstrategies.（1）快速撇脂策略。高价高促销策略，即企业以高价和大规模促销将新产品推进市场，加强市场渗透与扩张。采用这一策略的条件是：大部分潜在购买者根本不熟悉该产品，已经知道这种新产品的购买者求购心切，愿出高价；企业图7—11流行商品市场生命周期曲线图面临潜在竞争的威胁，急需以高价优质树立声誉，取得竞争优势。(1)therapidskimmingstrategy.Highpromotionstrategy,istheenterprisewithhighandlarge-scalepromotionwillpromotenewproducts,market,strengthenthemarketpenetrationandexpansion.Usingthisstrategyis:mostofthepotentialbuyersdonotknowtheproduct,knowthebuyersforthisnewproducttobuypants,offerprice;enterprisefigure7-11popularcommoditymarketlifecyclecurvefacepotentialcompetition,urgenttoestablishareputationofhighquality,competitiveadvantage.（2）缓慢撇脂策略。高价低促销策略，即企业以高价和低促销费用将新产品推进市场，以多获利润。采用这一策略的条件是：市场容量相对有限，消费对象相对稳定；大部分购买者对产品已有所了解，愿出高价购买；潜在竞争的威胁较小。(2)slowskimmingstrategy.Lowpricepromotionstrategy,istheenterprisewithhighandlowcostofsaleswillpromotenewproductstomarket,profit.Usingthisstrategyis:themarketcapacityisrelativelylimited,consumptionisrelativelystable;themajorityofbuyershavesomeknowledgeofproducts,iswillingtobuyhigh-pricedoutpotentialcompetitivethreatissmaller.（3）快速渗透策略。低价高促销策略，即企业以低价和大规模的促销活动将新产品推进市场，以最快的速度进行市场渗透和扩大市场占有率。采用这一策略的市场条件是：市场容量相当大，购买者对商品不了解而且对价格十分敏感；潜在竞争威胁大；商品的单位成本可因大批量生产而降低。(3)therapidpenetrationstrategy.Thelowpriceandhighpromotionstrategy,istheenterprisetolow-costandlarge-scalepromotionalactivitieswillpromotenewproductsmarket,withthefastestspeedofmarketpenetrationandexpandmarketshare.Usingthisstrategythemarketconditionis:themarketcapacityislarge,thepurchaserofgoodsdoesnotunderstandandverysensitivetotheprice;thepotentialthreatofcompetition;theunitcostofgoodscanbereducedduetomassproduction.（4）.缓慢渗透策略。低价低促销策略，即企业以低价和少量的促销费用将新产品推进市场，以廉取胜，迅速占领市场。采用这一策略的条件是：市场容量大；购买者对产品较为熟悉，对价格较为敏感；有相当数量的潜在竞争者。(4)theslowpenetrationstrategy.Lowsalespromotionstrategy,istheenterprisewithlowpriceandsmallamountofpromotionalcostswillpromotenewproductstowinmarket,low-cost,andquicklyoccupiedthemarket.Usingthisstrategyis:themarketcapacity;buyersaremorefamiliarwiththeproduct,moresensitivetoprice;thereareanumberofpotentialcompetitors.（二）成长期的特点及营销策略成长期是产品在市场上已经打开销路，销售量稳步上升的阶段。其主要特点有：二)thecharacteristicsofgrowingandmarketingstrategyGrowthperiodisaproducthasopenedoutletsinthemarket,salessteadilyrisingstage.Itsmainfeaturesare:1.购买者对商品已经比较熟悉，市场需求扩大，销售量迅速增加