产品生命周期 外文及中文

Product life cycle and advertising strategy analysis

As a commercial behavior, advertising is about the promotion of sales and brand image. Advertising in communication enterprise and product information is usually produced by certain mass media, it has become enterprises to sell their products most commonly used, the most effective way, and effective advertising strategy also successfully promote enterprise to success. Success or failure of the campaign largely depending on advertising strategy formulation and choice, and in the use of advertising strategies, only fully consider market product life cycle stage characteristic, advertising effect can reach optimization, so as to promote the sales of the products.

I. overview of theory

(a) ad strategy theory

Advertising strategy is a part of the company strategy, refers to the implementation of the advertising strategy of various specific measures and arrangements. Generally, the advertising strategy includes four types: product strategy, marketing strategy, media strategy and advertising strategy. Product positioning strategy and product life cycle strategy constitute the main part of product strategy.

(b) product life cycle theory

Product life cycle, product life cycle, namely a new product from the beginning to enter the market to be eliminated from the market the entire process, and the service life is two completely different concepts, even if the product is withdrawn from the market, the service life of the product will not necessarily end. Product life refers to the life of the marketing, the product will experience import, growth, maturity, recession such a cycle. Different products due to their own characteristics, the time and process of this cycle will have a certain difference.

Ⅱ.product life cycle of the advertising strategy

(a) import period

西安交通大学城市学院本科生毕业设计（论文）

1 market features. At this stage, because the product has just introduced the market, the sales growth is slow, the profit is relatively small, may even be the negative profit.

2 advertising target. Through the analysis of the characteristics of the market can be seen the advertising should aims to create brand, increase brand recognition, the main goal is to attract consumer attention, trying to through guide consumers understand or try new products to stimulate consumer's new demand to achieve the purpose to open up the market.

3 advertising strategy. At this stage, the dissemination of different media, the full range of intensive dissemination to reach the most extensive consumption levels.

(b) growth period

1 market features. The growing phase of the product can quickly accept the consumers in the market, can create a sharp profit for the enterprise. The market features of this stage are mainly reflected in the following aspects:

Sales volume: rapid increase, II production scale: large scale students, competitive intensity: gradually increasing.

2 advertising target. For the growth period of the products, advertising objectives in addition to the creation of the brand, should also include the consolidation of the existing market, efforts to create brand loyalty of consumers, to guide consumers to identify card purchase, the maximum to occupy the market share.

3 advertising strategy. Take the appropriate discount bargain, lottery sales promotions and advertising cooperation, further promote consumer enthusiasm. In dealing with the competition from other enterprises or products, we can use the competitive strategy of differentiation, highlight the superiority of the product and improve the degree of recognition.

(c) maturity

1 market features. The stage of the product entering into mass production and the market most intense competition in the mature stage. The maturity of the market

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