产品生命周期

产品生命周期 产品生命周期是产品的市场寿命，即一种新产品从开始进入市场到被市场淘 汰的整个过程。 费农认为:产品生命是指市上的营销生命，产品和人的生命一样，要经历形 成、成长、成熟、衰退这样的周期。就产品而言，也就是要经历一个开发、引进、 成长、成熟、衰退的阶段。而这个周期在不同的技术水平的国家里，发生的时间 和过程是不一样的，期间存在一个较大的差距和时差，正是这一时差， 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 现为不 同国家在技术上的差距，它反映了同一产品在不同国家市场上的竞争地位的差 异，从而决定了国际贸易和国际投资的变化。 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。 A product life cycle refers to the time period between the launch of a product into the market till it is finally withdrawn. In a nut shell, product life cycle or PLC is an odyssey from new and innovative to old and outdated! This cycle is split into four different stages which encompass the product's journey from its entry to exit from the market. A product's entry or launching phase into the market corresponds to the introduction stage. As the product gains popularity and wins the trust of consumers it begins to grow. Further, with increasing sales, the product captures enough market share and gets stable in the market. This is called the maturity stage. However, after some time, the product gets overpowered by latest technological developments and entry of superior competitors in the market. Soon the product becomes obsolete and needs to be withdrawn from the market. This is the decline phase. This was the crux of a product life cycle theory and the graph of a product's life cycle looks like a bell-shaped curve. Let us delve more into this management theory. The location of production depends on the stage of the cycle. Introduction Stage After conducting thorough market research, the company develops its product. Once the product is ready, a test market is carried out to check the viability of the product in the actual market, before it can set foot into the mass market. Results of the test market are used to make correction if any and then launched into the market with various promotional strategies. Since the product has just been introduced, growth observed is very slight, market size is small and marketing cost are steep (promotional cost, costs of setting up distribution channels). Thus, introduction stage is an awareness creating stage and is not associated with profits! However, strict vigilance is required to ensure that the product enters the growth stage. Identifying hindering factors and nipping them off at the bud stage is crucial for the product's future. If corrections cannot be made or are impractical, the marketer withdraws the product from the market. Read more on types of market research. Growth Stage Once the introductory stage goes as per expected, the initial spark has been set, however, the fire has to be kindled by proper care. The marketer has managed to gain consumers attention and now works on increasing their product's market share. As output increases, economies of scale is seen and better prices come about, conducing to profits in this stage. The marketer maintains the quality and features of the product (may add additional features) and seek brand building. The aim here is to coax consumers to prefer and choose this product rather than those sold by competitors. As sales increase distribution channels are added and the product is marketed to a broader audience. Thus, rapid sales and profits are characteristics of this stage. Maturity Stage This stage views the most competition as different companies struggle to maintain their respective market shares. The cliché 'survival of the fittest' is applicable here. Companies are busy monitoring product's value by the consumers and its sales generation. Most of the profits are made in this stage and research costs are minimum. Any research conducted will be confined to product enhancement and improvement alone. Since consumers are aware of the product, promotional and advertising costs will also be lower. In the midst of stiff competition, companies may even reduce their prices in response to the tough times. The maturity stage is the stabilizing stage, wherein sales are high, but their pace is slow, however, brand loyalty develops imparting profits. Read more on marketing plans. Decline Stage After a period of stable growth, the revenue generated from sales of the product starts dipping due to market saturation, stiff competition and latest technological developments. The consumer loses interest in this product and begins to seek other options. This stage is characterized by shrinking market share, dwindling product popularity and plummeting profits. This stage is a very delicate stage and needs to be handled wisely. The type of response contributes to the future of the product. The company needs to take special efforts to raise the product's popularity in the market once again, by either reducing cost of the product, tapping new markets or withdrawing the product.