二十年以前产品生命周期 外文及中文

2021年1月21日发(作者：revisis)







Product life cycle and advertising strategy analysis
As
a
commercial
behavior,
advertising
is
about
the
promotion
of
sales
and
brand
image.
Advertising
in
communication
enterprise
and
product
information
is
usually
produced
by
certain mass media, it has become enterprises to sell their products most commonly used, the
most
effective
way,
and
effective
advertising
strategy
also
successfully
promote
enterprise
to
success.
Success
or
failure
of
the
campaign
largely
depending
on
advertising
strategy
formulation
and
choice,
and
in
the
use
of
advertising
strategies,
only
fully
consider
market
product
life
cycle
stage
characteristic,
advertising
effect
can
reach
optimization,
so
as
to
promote the sales of the products.

I. overview of theory

(a) ad strategy theory

Advertising
strategy
is
a
part
of
the
company
strategy,
refers
to
the
implementation
of
the
advertising strategy of various specific measures and arrangements. Generally, the advertising
strategy
includes
four
types:
product
strategy,
marketing
strategy,
media
strategy
and
advertising strategy. Product positioning strategy and product life cycle strategy constitute the
main part of product strategy.

(b) product life cycle theory

Product
life
cycle,
product
life
cycle,
namely
a
new
product
from
the
beginning
to
enter
the
market
to
be
eliminated
from
the
market
the
entire
process,
and
the
service
life
is
two
completely different concepts, even if the product is withdrawn from the market, the service life
of
the
product
will
not
necessarily
end.
Product
life
refers
to
the
life
of
the
marketing,
the
product will experience import, growth, maturity, recession such a cycle. Different products due
to their own characteristics, the time and process of this cycle will have a certain difference.

Ⅱ
.product life cycle of the advertising strategy

(a) import period


西安交通大学城市学院本科生毕业设计（论文）

1 market features. At this stage, because the product has just introduced the market,
the sales growth is slow, the profit is relatively small, may even be the negative profit.

2 advertising target. Through the analysis of the characteristics of the market can be
seen the advertising should aims to create brand, increase brand recognition, the main
goal is to attract consumer attention, trying to through guide consumers understand or
try new products to stimulate consumer's new demand to achieve the purpose to open
up the market.

3
advertising
strategy.
At
this
stage,
the
dissemination
of
different
media,
the
full
range of intensive dissemination to reach the most extensive consumption levels.

(b) growth period

1
market
features.
The
growing
phase
of
the
product
can
quickly
accept
the
consumers
in
the
market,
can
create
a
sharp
profit
for
the
enterprise.
The
market
features of this stage are mainly reflected in the following aspects:
Sales
volume:
rapid
increase,
II
production
scale:
large
scale
students,
competitive
intensity: gradually increasing.

2 advertising target. For the growth period of the products, advertising objectives in
addition
to
the
creation
of
the
brand,
should
also
include
the
consolidation
of
the
existing market, efforts to create brand loyalty of consumers, to guide consumers to
identify card purchase, the maximum to occupy the market share.

3 advertising strategy. Take the appropriate discount bargain, lottery sales promotions
and
advertising
cooperation,
further
promote
consumer
enthusiasm.
In
dealing
with
the
competition
from
other
enterprises
or
products,
we
can
use
the
competitive
strategy
of
differentiation,
highlight
the
superiority
of
the
product
and
improve
the
degree of recognition.

(c) maturity

1
market
features.
The
stage
of
the
product
entering
into
mass
production
and
the
market
most
intense
competition
in
the
mature
stage.
The
maturity
of
the
market

1
外文文献原文及译文

characteristics are mainly embodied in the following aspects: 1 although the products
in the market supply show a sustained growth, but the actual demand in the market
has become saturated, so the stage of enterprise's sales growth rate gradually slowed
down; increase of similar products on the market, market competition is more intense,
similar
enterprises
for
their
own
interests
compete
to
carry
out
a
variety
of
promotional
strategies,
the
original
consumer
interest
began
to
other
products
or
alternative products.

2 advertising target. Attract and stabilize the consumer as much as possible, maintain
the market share of the product, and deal with the competition effectively.

3
advertising
strategy.
In
order
to
continue
to
maintain
the
sales
balance
and
good
economic effect of the enterprise product, in this stage, the enterprise still should keep
a
certain
amount
of
advertising.
Further
implement
the
differentiation
of
the
competitive
strategy,
provide
consumers
with
the
value
of
differentiation.
The
enterprise should keep a keen sense of smell to the market, seize the opportunity to
improve and
enhance the performance of the products,
in
order to
improve product
competitiveness.

(d) recession

1 market features. The main performance of the stage is: the product aging, no longer
meet
the
needs
of
the
market.
With
the
improvement
of
technology
of
continuous
development and consumer demand level, market new products emerge in an endless
stream, the old products gradually in multiple aspects of economic performance and
technology lost lead, which directly led to a sharp decline in corporate profits. In the
process
of
turning
to
new
products
and
new
features,
the
sales
of
the
old
products
have
gradually
deteriorated,
because
the
poor
profitability
of
the
market
has
been
eliminated from the market..

2 advertising target. Maintain a certain level of demand, and delay the decline in sales
volume.

3
advertising
strategy.
At
this
stage,
due
to
the
rapid
decline
of
the
sales
of
old
products, the strategic focus of the enterprise should be to develop some new products
2