外文翻譯----產(chǎn)品生命周期理論-其他專業(yè)-資料下載頁
2025-01-19 09:08本頁面
【導讀】產(chǎn)品生命周期，簡稱PLC，是產(chǎn)品的市場壽命，即一種新產(chǎn)品從開始進。入市場到被市場淘汰的整個過程。樣，要經(jīng)歷形成、成長、成熟、衰退這樣的周期。就產(chǎn)品而言，也就是要經(jīng)歷一個開發(fā)、引進、成。而這個周期在不同的技術(shù)水平的國家里，發(fā)生的時間和過程是不一樣的，產(chǎn)品在不同國家市場上的競爭地位的差異，從而決定了國際貿(mào)易和國際投資的變化。費農(nóng)把這些國家依次分成創(chuàng)新國、一般發(fā)達國家、發(fā)展中國家。就像是人類，產(chǎn)品也有它自己的生命周期，從出生到死亡經(jīng)過各種階段。的顧客外，幾乎無人實際購買該產(chǎn)品。該階段由于生產(chǎn)技術(shù)方面的限制，產(chǎn)品生產(chǎn)批量小，制造成本高，廣告費用大，產(chǎn)。品銷售價格偏高，銷售量極為有限，企業(yè)通常不能獲利，反而可能虧損。成長期是指產(chǎn)品通過試銷效果良好，這是需求增長階段，需求量和銷售。生產(chǎn)成本大幅度下降，利潤迅速增長。場需求趨于飽和。銷售增長速度緩慢直至轉(zhuǎn)而下
【正文】 product has a life period, it is launched, it grows, and at some point, may die. A fair ment is that at least in the short term not all products or services die. Jeans may die, but clothes probably will not. Legal services or medical services may die, but depending on the social and political climate, probably will not. Even though its validity is questionable, it can offer a useful 39。model39。 for managers to keep at the back of their mind. Indeed, if their products are in the introductory or growth phases, or in that of decline, it perhaps should be at the front of their mind。 for the predominant features of these phases may be those revolving around such life and death. Between these two extremes, it is salutary for them to have that vision of mortality in front of them. However, the most important aspect of product lifecycles is that, even under normal conditions, to all practical intents and purposes they often do not exist (hence, there needs to be more emphasis on model/reality mappings). In most markets the majority of the major brands have held their position for at least two decades. The dominant product lifecycle, that of the brand leaders which almost monopolize many markets, is therefore one of continuity. Thus, the life cycle may be useful as a description, but not as a predictor。 and usually should be firmly under the control of the marketer. The important point is that in many markets the product or brand life cycle is significantly longer than the planning cycle of the anisations involved. Thus, it offers little practical value for most marketers. Even if the PLC (and the related PLM support) exists for them, their plans will be based just upon that piece of the curve where they currently reside (most probably in the 39。mature39。 stage)。 and their view of that part of it will almost certainly be 39。linear39。 (and limited), and will not enpass the whole range from growth to decline. 5
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