产品生命周期英文版

产品生命周期（product life cycle）,简称 PLC，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。
产品生命周期曲线
生命周期曲线的特点：在产品开发期间该 产品销售额为零，公司投资不断增加；在 引进期，销售缓慢，初期通常利润偏低或 为负数；在成长期销售快速增长，利润也 显著增加；在成熟期利润在达到顶点后逐 渐走下坡路；在衰退期间产品销售量显著 衰退，利润也大幅度滑落。
Different Stages Have Different Forms
PCL
A product from raw materials acquisition, preparation of raw materials, manufacturing and processing, packaging, transportation, distribution, consumer use, reuse and repair, eventually recycled or disposed of as waste etc. throughout the course of the life chain .
Reduce expenditure and milk the brand
Strategies
Product Price Distribution Advertising Sales promotion Phase out weak items Cut price
Go selective: phase out unprofitable outlets Reduce to level needed to retain hardcore loyals
Stage
1. Market introduction stage 2. Growth stage
3. Mature stage 4. Saturation and decline stage
Mature stage
Cost are lowered as a result of production volumes increasing and experience curve effect. Sales volume peaks and market saturation is reached. Prices tend to drop due to the competing products. Brand differentiation and feature diversification is emphasized to maintain or increase market share. Industrial profits go down.
What is “PLC”
Product life cycle ( PLC), is the market life of the product. When one of the products enter the market, the sales volume and profits will change over time, showing one of a small number of small process, as one’s life, from birth, growth to maturity, eventually decline, which is the product life cycle phenomenon. Product life cycle is a process that products enter the market until the final withdrawal from the market so far have been through market life cycle.
Reduce to minimal level
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Saturation and decline stage’s characteristics
Marketing objectives
Sales Costs Profits customers competitors
Declining sales Low cost per customer declining profits Laggards declining number
Advertising Stress brand differences and benefits Sales promotion Increase to encourage brand switching
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Sales volume declines or stabilizes. Prices, profitability diminish. Profit becomes more a challenge of production/distribution efficiency than increased sales.
The mature stage’s characteristics
Sales Costs Peak sales Low cost per customer
Markபைடு நூலகம்ting objectives
Profits
high profits
customers Middle majority competitor Stable number s beginning to decline
潘婷/Pantene
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Saturation and decline stage
Maximize profit while defending market share
Strategies
Product Price Diversity brands and models Price to match or beat competitors
Distribution Build more intensive distribution