传统的市场营销理论告诉我们,一类产品的生命周期总是经历介绍期,成长期,成熟期和衰落期四个阶段。尽管有的产品生命周期长一点,有的产品短一点,但是总有一个同样的规律。基于这样的理论,有些企业侧重于开发革命性的新产品,以建立“先行者优势”,有的企业则在初期阶段持观望态 The traditional marketing theory tells us that the life cycle of a class of products always goes through four phases: introduction period, growth period, maturity period and decline period. Although some products have a longer life cycle and some products are shorter, there is always the same rule. Based on this theory, some companies focus on the development of revolutionary new products in order to establish a “first mover advantage,” while others hold a wait-and-see attitude at an early stage.