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 The characteristics of each stage of product life cycle of market and marketing strategy 产品生命周期（product life cycle）,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。Product life cycle

(product life cycle), refers to the product life cycle. A product into the market, its sales and profits will change over time, showing a little to much to little more than the process, just as the same as human life, from birth, growth to maturity, in terminal decline, this is the product life cycle phenomenon. The product life cycle, refers to products from entering the market, the market life cycle until the final out of the market so far have been through. Products only through research and development, test, and then entered the market, its market life cycle begins. Products from the market, marks the end of the life cycle. 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 ) characteristics and enterprise introduction stage marketing strategy Introduction is the first stage of the new product into the market. Its main features are: 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). The production of high production cost of new products at the beginning, the number of small, technology is not stable, less skilled, defective rate is higher, so the production cost is high. 2). Cost of sales in new product on the market, its performance, quality, value, characteristics have not been recognized, to quickly open the market, improve the visibility, need to do a lot of advertising and other promotional activities, promotional costs more. 3). The number of sales for new products have failed to win the trust of consumers, are not widely accepted, buyers are less. 4). No serious competition for new products entering the market, sales are sluggish, enterprises no profit or even losses, less competitive producers, has not really started.

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： In the introduction, the main marketing target enterprise is quickly to new products into the market, expand product sales in the shortest possible time. The specific strategies are to be taken with:

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). Active very fruitful advertising, using special promotion, such as demonstration, on-site operation, real sale, free trial, small packaging, widely spread the commodity information, to help consumers understand the products, improve cognition degree, dispel misgivings. 2). Positive overcome some technical problems have not been solved in product manufacturing, quality stability. And improve the products according to the market feedback, quality, improve. 3). Combination strategies of product and price, can use different strategies.

（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) the rapid skimming strategy. High promotion strategy, is the enterprise with high and large-scale promotion will promote new products, market, strengthen the market penetration and expansion. Using this strategy is: most of the potential buyers do not know the product, know the buyers for this new product to buy pants, offer price; enterprise figure 7 - 11 popular commodity market life cycle curve face potential competition, urgent to establish a reputation of high quality, competitive advantage.

（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) slow skimming strategy. Low price promotion strategy, is the enterprise with high and low cost of sales will promote new products to market, profit. Using this strategy is: the market capacity is relatively limited, consumption is relatively stable; the majority of buyers have some knowledge of products, is willing to buy high-priced out potential competitive threat is smaller. （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) the rapid penetration strategy. The low price and high promotion strategy, is the enterprise to low-cost and large-scale promotional activities will promote new products market, with the fastest speed of market penetration and expand market share. Using this strategy the market condition is: the market capacity is large, the purchaser of goods does not understand and very sensitive to the price; the potential threat of competition; the unit cost of goods can be reduced due to mass production.