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在现代市场经济条件下,由于科学技术的进步,市场竞争的愈演愈烈,人们消费水平的不断提高,任何一种商品都不可能长期占领某一市场,必将逐渐被新产品所取代。企业必须掌握商品生命周期的变化规律,相应地调整和改变市场营销策略,方能在激烈的市场竞争中立于不败之地。 一、商品生命周期理论 正如人有着从生到死,从儿童到青年、中年、老年的生命周期一样,商品从创新、投入市场,到退出市场,也存在着生命周期,根据商品的销售额和所获利润额的变化量,商品生命周期一般分为五个阶段,即导入期、快速成长期、缓慢成长期、成熟期和衰退期。具体划分为:
Under the conditions of modern market economy, due to the progress of science and technology, the intensified market competition and the continuous improvement of people’s consumption level, it is impossible for any kind of commodity to occupy a certain market for a long time and will gradually be replaced by new products. Enterprises must grasp the changing rules of the product life cycle, and adjust and change the marketing strategy accordingly so as to be invincible in the fierce market competition. First, the product life cycle theory Just as people have life to death, from children to youth, middle-aged and elderly life cycle, the same product from innovation, into the market, to exit the market, there is also a life cycle, according to the sales of goods And changes in the amount of profit received, the product life cycle is generally divided into five stages, namely the period of introduction, rapid growth, slow growth, maturity and recession. Specific divided into: