任何产品在市场上都要经历诞生、发展、成熟和衰退的周期性变化过程,而产品的价格影响着消费者的购买需求甚至制约着企业的生存与发展。因此,在实施定价策略时要适合时宜也要灵活调整,以便在激烈的市场竞争中获得竞争优势,最终赢得市场。本文将结合市场营销、企业定价等相关知识,对企业处于市场成熟期和市场衰退期的产品进行定价分析。 Any product in the market to undergo the cyclical changes of birth, development, maturity and recession, and product prices affect the consumer’s purchasing needs and even restrict the survival and development of enterprises. Therefore, in the implementation of pricing strategies should be flexible and timely adjustments should be in order to gain competitive advantage in the fierce market competition, and ultimately win the market. This article will be based on marketing, business pricing and other related knowledge, the enterprise is in the market maturity and market decline of the product pricing analysis.