关于产品生命周期阶段划分的思考

关于产品生命周期阶段划分的思考

摘要：明确产品所处的生命周期阶段是企业进行正确决策的重要前提，它和企业制订产品策略以及营销策略有着直接的联系，另外产品生命周期也是营销人员用来描述产品和市场运做方法的有力工具。但是一般营销书籍中所提的判断产品生命周期的方法多是抽象的，并非特指具体企业的产品，犹如股市中谈“高抛低吸”，谁都明白，但要分析预测股指走势及具体股票价位何处是高，何处是低，则谁也没把握。不能很好得对企业判断产品生命周期起到应有的作用。企业置身于所处的具体环境之中，怎样才能知道本企业具体产品处于生命周期的哪一阶段，以及它的发展演变规律?即如何研判具体产品生命周期? 本文试图从行业生命周期、行业内竞争环境、企业本身几个方面来对企业具体产品所处的生命周期阶段进行详细的分析，以期对现实的产品策略有真正的指导作用。然后再根据本文所讲的方法对娃哈哈儿童营养液进行分析并提出建议。

关键词：行业生命周期、行业内竞争环境、企业本身、娃哈哈儿童营养液

The thinking of cycle of life of the products

Summary : Define the life cycle that the products are in is an important prerequisite that enterprises carry on correct decision , it and enterprise make the tactics of the products and marketing tactics there are direct connections, products life cycle whether marketing personnel is it describe products and market effective tool , operation of method to used for too in addition. But general marketing books judgement products proposed method, life of cycle mostly abstract, it is not the products which refer in particular to concrete enterprises, discuss " throwing low sucking high " in the stock market, everyone understands, but should analyse that predicts where it is high for stock index tendency and concrete stock price, where is low, then everyone is not sure. It can't be very so good as to judge to enterprises products life cycle plays a role in should have ing. Enterprises place oneself in the midst of the concrete environment that is in, how could know which

stage this concrete products of enterprise are at life cycle , and its development development law ? Namely how to study and judge the life cycle of concrete products? This text attempts since trade life cycle , trade competitive environment , enterprise several respect is it carry on detailed analysis to enterprise concrete life cycle that product live in to come, expect to have real guidance functions to the realistic products tactics. Analyse and put forward the suggestion according to method this text speak to nourishing oral liquid , children of Wahaha .

Keyword: Trade life cycle , competitive environment , enterprises , Wahaha children's nourishing oral liquid in the trade

引言: 明确产品所处的生命周期阶段是企业进行正确决策的重要前提，它和企业制订产品策略以及营销策略有着直接的联系，另外产品生命周期也是营销人员用来描述产品和市场运做方法的有力工具。但是一般营销书籍中所提的判断产品生命周期的方法多是抽象的，并非特指具体企业的产品. 本文试图从行业生命周期、行业内竞争环境、企业本身几个方面来对企业具体产品所处的生命周期阶段进行详细的分析，以期对现实的产品策略有真正的指导作用。然后再根据本文所讲的方法对娃哈哈儿童营养液进行分析并提出建议。

一、常见的判断产品生命周期的两种方法

1．类比法

该方法是根据以往市场上相类似的产品的生命周期变化的资料来判断本企业产品所处市场生命周期的阶段。如要对彩电市场进行判断，可以借助类似产品如黑白电视机的资料为依据，作对比分析，进行判别。

2．增长率法

该方法就是以某一时期的销售增长率与时间的增长率的比值来判断产品所处市场生命周期阶段的方法。