广告宣传离不开产品,这是众所周知的。一个产晶从投放市场直到被淘汰以至退出市场的全部过程,即是产品的寿命周期。它大致经历投入、成长、成熟、衰退期四个阶段。企业进行广告宣传,应针对产品寿命周期各阶段的变化及其特点来确定广告内容的不同侧重点。 投入期,是指产品研制成功开始投入市场的时期。其特点表现在消费者还不大了解产品的性能,买的人不多,销售额增长缓慢;普及率低,市场尚待开发;产品设计、加工工艺尚未定型,质量有待进一步改进; Advertising is inseparable from products. It is well known. The whole process of producing a crystal from the time it is put on the market until it is eliminated and even withdrawn from the market is the life cycle of the product. It roughly experienced four stages of investment, growth, maturity, and recession. For enterprises to advertise, the different focuses of advertising content should be determined according to the changes in the life cycle of products and their characteristics. The investment period refers to the period when the successful development of the product begins to enter the market. Its characteristics are as follows: Consumers do not understand the performance of products, few people buy, and sales growth is slow; the penetration rate is low, the market has yet to be developed; product design, processing technology has not been finalized, quality needs further improvement;