第八章 产品生命周期策略

those who become aware of the product are eager to have it and can pay the asking price;
and the firm faces potential competition and wants to build brand preference.
Introduction Stage Strategies
一、引入期的特征 二、引入期的产品策略
一、引入期的特征
• The introduction stage starts when the new product is launched.Because it takes time to roll out the product in several markets,sales growth is slow at this stage.Such well-known products as instant coffee,frozen orange juice,and powered coffee creamers lingered for many years before they enter a stage of rapid growth.
• GROWTH STAGE
– – – –
– –
MATURITY STAGE
–
• DECLINE STAGE
– New products replace old – Sales and profits decline – Products withdrawn from the market
相关概念
Chapter 8 Managing Life-Cycle Strategies
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产品生命周期策略
Learning Objectives
第一节 产品生命周期概述
The Product Life Cycle
第二节 产品引入期策略
Introduction Stage Strategies
第三节 产品成长期策略
产品使用寿命
产品市场寿命
• 产品使用寿命——指产品的投入使用到损坏报废所经历的时间， 它受产品的自然属性和使用频率等要素的影响。
• 产品市场寿命——指某种产品在市场上存在的时间，其长短受消
费者需求变化、产品更新换代速度等多种因素的影响。 • 产品生命周期是指产品市场寿命，不同商品的使用寿命和市
场寿命的关系有所不同。例如，火柴、蜡烛等产品的使用寿命很
产品生命周期曲线的其他形态
P.L.C
INTRODUCTION STAGE
– – – –
Profits are non-existent No awareness Large amounts of advertising The most critical stage Trial of the product Increase in distribution Competitors enter the market Profits increase Prospect of saturation of competition Lower prices due to competition Persuasive promotion takes place
短，但市场寿命很长；而科技含量高的产品，如电视机、手机、 电脑、数码相机等等，其市场寿命往往短于其使用寿命。
不同的产品，其寿命周期各不相同，如服装、化妆品等时尚
潮流品的产品生命周期可能很短，而石油、电力等能源行业的产 品，以及日常生活必需品的产品生命周期可能很长。 一般来说，产品种类具有较长的生命周期、产品款式次之， 而具体品牌的生命周期最短。
二、产品生命周期的重要性
The Importance of PLC in Marketing
一、产品生命周期的概念
What is PLC ?
The product life cycle (PLC) is an important concept that provides insights into a product’s competitive dynamics. To fully explain the PLC,we will first describe its parent concept,the demand/technology life cycle.
Four Introductory Marketing Strategies
Promotion
High High Low
Rapid-Skimming Slow-Skimming strategy strategy Rapid-Penetration Slow- Penetration strategy strategy
适用的市场环境
该策略以高价格、低促销的方法来推出新产品的策略。
实行高价格是为了抓住时机尽量从每单位产品销售中获得更多的 利润，而采取低促销是为了降低营销费用，两方面的结合以期从市场 上获取更大的利润。 适用于： 市场规模有限。
大多数消费者已经了解这种新产品。
消费者对价格不敏感。
潜在竞争威胁较小。
Growth Stage Strategies
第四节 产品成熟期策略
Maturity Stage Strategies
第五节 产品衰退期策略
Decline Stage Strategies
第一节
产品生命周期概述
The Product Life Cycle 一、产品生命周期的概念
What is PLC?
The product life-cycle
INTRODUCTION GROWTH MATURITY DECLINE
Sales Volume Dollars
Profit
0 Loss
Time in years
产品生命周期曲线
销售和利润
引入期 成长期 成熟期 衰退期
销售
利润
时间
时尚产品的生命周期曲线特点
1. 消费者不熟悉新产品、不愿改变消费习惯。
2. 产品的质量不稳定，需要不断改进。
3. 生产批量小，制造成本高。 4. 为树立产品的形象，需要大量的促销费用。
5. 销售渠道尚未完全疏通。
6. 市场上竞争者相对较少。
引入期的产品策略
引入期的特征表明，引入期的产品还存在各个方面的不足， 因此，在制定产品策略时要注意以下几点： 1. 慎重投资生产设备。 2. 生产少而精的商品。 3. 重点宣传，建立初级需求。
3 快速渗透策略
A rapid-penetration strategy
It consists of launching the product at a low price and spending heavily on promotion. This strategy promises to bring about the fastest market market penetration and the largest market share. This strategy makes sense when the market is large, the market is unaware of the product, most buyers are pricesensitive, there is strong potential competition, and the company’s unit manufacturing costs fall with the company’s scale of production.
Price
Low
四种产品策略
1 快速撇油策略
2 缓慢撇油策略
3 快速渗透策略
4 缓慢渗透策略
1 快速撇油策略
A rapid-skimming strategy
• It consists of launching the new product at a high price and a high promotion level.It charges a high price in order to recover as much profit per unit as possible.It spends heavily on promotion to convince the market of the product’s merits even at high price.The high promotion acts to accelerate the rate of market penetration. This strategy makes sense under the following assumptions: a large part of the potential market is unaware of the product;
该策略采用高价格和高促销的方式推出新产品，以求迅速 扩大销售量，获得较高的市场份额。 企业以尽快收回投资为目标，产品一投入市场便定高价， 并以大力度的促销活动相配合。这样，可以在市场上塑造该产
品的高质量或名牌形象，使消费者形成好感和信任感，认为新
产品“优质优价”。
适用的市场环境
大多数潜在消费者还不了解该新产品。 已经了解此新产品的人急于求购并有能力支付高价。
二、产品生命周期的重要性
1. 说明产品的生命都是有限的。 2. 说明产品的不同阶段有各自的特征，每个阶段对销售者都提 出了不同的挑战。 3. 说明产品的利润在产品生命周期不同阶段有起有落。 4. 说明产品在其生命周期的不同阶段，要求有相应的营销策略 与之相适应。
第二节
引入期产品策略
企业面临潜在竞争者的威胁，希望能迅速赢得消费者的偏爱与支持。
快速撇油策略所采取的高价格与高促销手段相互促进：高价格使每单 位的销售带来更多的利润，高促销是为了让顾客相信该产品有足够的 优点与其高价格相匹配。
2 缓慢撇油策略
A slow-skimming strategy
• It consists of launching the new product at a high price and low promotion.The high price helps recover as much profits per unit as possible,and the low level of promotion keeps marketing expenses down.This combination is excepted to skim a lot of profit from the market. • This strategy makes sense when: • the market is limited in size; most of the market is aware of the product; buyers are willing to pay a high price; and potential competition is not imminent.
产品生命周期，就是一种产品在市场上出现、发展到最后被淘汰 的过程。它是产品更新换代的一种经济现象。
产品生命周期说明产品在市场上的销售潜力和获利能力是随着时 间的推移而变化的。产品生命周期的提出，有着重要的指导意义。
Stages in the Product Life Cycle
To say that a product has a life cycle is to assert four things: Product have a limited life. Product sales pass through distinct stages,each posing different challenges,opportunities,and problems to the seller. Profits rise and fall at different stages of the product life cycle. Product require different marketing, financial, manufacturing, purchasing; and human resource strategies in each stage of their life cycle.