In 1965, Theodore Levitt proposed the concept of product life cycle in the Harvard Business Review, and in 1966, Raymond Vernon proposed the product life cycle model in his paper. The product life cycle is the market life of the product. From development, introduction, growth, maturity to recession, there are differences in this cycle in different countries.

1. Phase 1: Introduction (introduction) period: Products are put into market testing, with few varieties, few customers know, low sales, high costs, and the company may lose money.

2. Phase 2: Growth period: Product trial sales are successful, demand and sales are rising rapidly, costs are falling, profits are growing, and competitors enter.

3. Stage 3: Maturity stage: mass production of products, market saturation, slow sales growth, fierce competition, and enterprises need to increase investment.

4. Stage 4: Recession period: Products aging, sales volume and profits continue to decline, replaced by new products, and some companies stop production.

Products have limited lives, sales go through different stages, and profits are different at each stage, so different marketing, financial and other strategies are required.

The product life cycle and service life are different, and the product types, product forms and brand life cycles are also different.

In the stages of product development, introduction, growth, maturity and recession, sales and profits show different changes. This curve applies to general products, but is not suitable for special products such as style and fashion.

It includes style, fashion, hot and scallop product life cycles, and its curved shape is different from that of general products.

Enterprises can use product life cycle to predict new product sales. Common ones include diffusion new product models, such as the Brady-Adams model, but when using it, you need to pay attention to sales caps, curve shapes, consumer homogeneity assumptions and corporate marketing efforts. condition.

1. Marketing strategy in the introduction period: The marketing focus is on promotion and price. There are four strategies: high-price fast, selective penetration, low-price fast, and slow penetration. Each strategy is suitable for different market environments.

2. Marketing strategies in the growth stage: Enterprises should maintain and expand market share, and can adopt strategies such as increasing production, improving products, opening up markets, unblocking channels, changing promotional focus, and using price means.

3. Marketing strategies in the mature stage: Enterprises can adopt strategies such as market correction, product improvement, and marketing portfolio adjustment to maintain and expand market share and increase sales.

4. Marketing strategy during recession: Enterprises can choose to maintain, reduce or withdrawal strategies, and they need to make decisions based on market conditions and the company's own conditions.

American scholar Marcos put forward the view of "brand opportunity", examining product brands and product categories separately, forming nine product brand opportunities, including product repositioning or brand repositioning.

Common methods include analogy, growth rate, curve judgment, experience judgment and product popularity judgment.

Including the nature and use of the product itself, changes in consumer demand, the degree of progress in social production technology and market competition.

Promote consumers to get used to using, change product design, open up new markets, discover new areas of use, etc.

Provide applicable marketing planning perspectives and divide products into different strategic periods, which is easy to formulate marketing strategies and is simple and easy to understand.

The standards for the division of starting and ending points in each stage are not easy to confirm, the curves are not all standard S-shaped, it is difficult to determine the level of application, and no factors such as cost are considered, which can easily cause "marketing myopia", and a life cycle can be created after the product decline.

Reveal the product market life pattern, help companies judge the product stage, formulate marketing strategies, and extend the product life cycle, but when applying, you need to carefully judge the product stage.

1. Book product life cycle concept: refers to the lifespan of the book market, which goes through the investment period, growth period, maturity period and recession period.

2. Characteristics of the life cycle of book products: Each stage is measured by changes in sales and profits, and the characteristics of different stages are obvious, such as slow growth in sales during the investment period, high costs, and rapid growth in sales during the growth period.

3. Marketing strategies for each stage of the life cycle of the book product: strategies such as double high, rapid penetration, selective penetration, and slow penetration can be adopted during the investment period; brand image should be established, distribution channels should be broadened, and price reductions should be appropriately reduced during the growth period; Product improvement, market improvement and marketing combination improvement; you can choose to shrink, maintain or abandon strategies during recession.

1. Concept of meaning: Product life cycle theory is based on demand/technology life cycle theory and describes the situation where the product form meets the demand within a given demand technology life cycle.

2. Main content: The demand life cycle is divided into appearance period, accelerated growth period, slow growth period, maturity period and recession period. Each new technology has a corresponding life cycle.

1. Conceptual meaning: refers to the entire process from the establishment of a business relationship between the enterprise and the customer to the termination of the business, which is divided into the inspection period, the formation period, the stability period and the degradation period.

2. Stage characteristics: During the inspection period, the two parties understand each other, and there is great uncertainty; the relationship in the formation period develops rapidly and transactions increase; the relationship in the stable period matures and transaction volume is high; the relationship in the degradation period reverses and transaction volume decreases.

3. The relationship between customers and enterprises at each stage: Customers at each stage contribute differently to the company's income, and the most contribution during the stable period. Enterprises can provide personalized services according to different stages.