introduction period: establish a complete sales channel, focusing on promotional activities to attract consumers; Growth period: improve product quality and find new product markets; Maturity: market improvement, product improvement and marketing mix improvement. Generally speaking, there are two strategies:
we can attract new users by making some improvements to the products, or make the original customers increase the frequency of purchase and use, so as to make the stagnant sales rebound.
(1) design improvement. That is to say, improving the design of the original product is the first link to improve the competitiveness of the mature product, increase its charm and regenerate the product. The improvement of other aspects of the product should be based on the design improvement. The traditional view is that product design improvement is only necessary in the introduction period and growth period, and in the mature period, it is mainly to maintain the improved design during the introduction period and growth period. This view does not conform to the practice of modern marketing. In fact, the design improvement in the introduction period is to make up for the defects in its original design that have not been tested by the market, and sometimes the product quality is low, so it is forced to improve, which is "better late than never"; The design improvement in the growth period is to avoid the imitation of competitors and get rid of competitors; The design improvement in the mature period is an active behavior to keep ahead in the market, adapt to social progress and changes in market demand, win the favor of old customers, maintain technical advantages and regenerate products. Design improvement should have a continuous, long-term and dynamic point of view. Because of the progress of society, the development of science and technology, the intensification of competition, the improvement of consumption level and the frequent changes in market demand, enterprises must pay enough attention to it. As Robert Hayes, a professor at Harvard Business School, said, "(In the past) enterprises competed with each other in price, today they competed with each other in quality, and tomorrow they competed with each other in design." This penetrating insight gives us a lot of enlightenment. Product design is to design products by analyzing the public's life, psychology and physiological needs according to the existing scientific and technological achievements. Improving product design can make products more personalized. In the mature period of products, the technology has become increasingly mature, and the competition will focus on whether it can win the trust of consumers. At this time, improving service and improving design has become a crucial link. In the mature period, enterprises should strive to make the design closer to consumers. Through design improvement, goods and consumers can achieve perfect communication physically and psychologically. Under the premise of ensuring quality, consumers can find what they think, and enterprises also think of it. They didn't expect it, and enterprises also thought of it. Even if it is only a small link, it will make consumers like this product, thus ensuring that enterprises are ahead in the competition.
(2) quality innovation. Quality innovation is the direct result of design improvement, as well as the result of process improvement and raw material improvement. Quality innovation means improving the quality of products and increasing the use effect. Through quality innovation, the unique functions of products are strengthened and some special properties of products are improved. The result of quality innovation can not only better meet the specific needs of customers and bring more benefits to customers, but also get rid of the imitation of competitors. Take the life cycle of high-tech products and the corresponding marketing strategy as an example:
1. Characteristics of the introduction period and marketing strategy
The main characteristics of this stage are: the product technology and performance are not perfect; Small production batch, large trial-production cost and high product cost; Users don't know much about the products, the sales volume is small, they need to do a lot of advertising, and the sales promotion cost is large; The enterprise has little or no profit, or even a loss; There are fewer market competitors, etc. According to these characteristics, the focus of enterprise marketing is to improve the vitality of new products, make products accepted by users as soon as possible, and promote their transition to the development period. There are usually the following four marketing strategies:
First, high price and high promotion strategy. That is, to launch new products at high prices and high promotional expenses in order to seize the market quickly. Setting a high price will certainly affect the rapid opening of the product's sales, but because of paying a lot of advertising and other promotional expenses, we can create a high-quality or brand-name image of the product in the market, so that consumers can have psychological trust in the product and realize that the product is of high quality and good price, thus alleviating the adverse effects of high price. The market conditions for adopting this strategy are: customers who already know this new product are eager for novelty and willing to pay a high price; Facing the threat of potential competitors, enterprises urgently need to establish famous brands as soon as possible.
the second is the strategy of high price and low promotion. That is, to launch new products at high prices and low promotion costs. Through the combination of the two, in order to obtain greater profits from the market. The market conditions for implementing this strategy are: the market capacity is relatively limited; The products are really famous and special, and the price elasticity of demand is small, and those who need them are willing to pay high prices; The threat of potential competition is not great ..... > >
question 2: what is the problem of extending the product life cycle in product development? I don't understand here! Product development, due to the development of new products, even if the old products are eliminated, the enterprise can continue to mention * * * products, which means extending the product life cycle of the enterprise.
question 3: how to extend the product life cycle? For example, with the development of the times, people's living standards have been gradually improved. The sales of products are declining day by day. The company analyzed the development of the market and the changes of users' needs. On the basis of the original products, it added functions such as receiving FM radio, accompanying TV programs and language learning. This kind of product adapts to the mountainous market, makes the products of the base industry regain vitality and saves the original products and brands that are on the verge of extinction. In a word, with the development of the times, products should be constantly innovated and improved!
question 4: what is the method to extend the life cycle of products and increase the added value of products
question 5: how to extend the life cycle of tourism products? The marketing strategies to extend the life cycle of tourism products mainly include: (1) product reform strategy. Through some improvements to tourism products at different stages of life cycle, we can attract, maintain and expand the tourism market; (2) product upgrading strategy. Develop new products according to the emerging new demand in the market, so that new and old products can be connected in the market and upgraded. (3) Market change strategy. Develop new markets for mature tourism products. (4) Marketing mix improvement strategy. That is to say, according to the change of market environment, tourism operators should change the combination of controllable marketing factors to maintain the vitality of tourism products.
question 6: can the product life cycle be extended indefinitely? PLC for short refers to the market life of products. After a product enters the market, its sales volume and profit will change with time, showing a process from less to more and from more to less, just like human life, from birth, growth to maturity, and finally to decline. This is the product life cycle
product life cycle
product life cycle (PLC for short), which refers to the market life of products. After a product enters the market, its sales volume and profit will change with time, showing a process from less to more and from more to less, just like human life, from birth, growth to maturity, and finally to decline, which is the product life cycle < P > Question 7: How to operate the product life cycle with the change of product life cycle, referred to as PLC, is the market life of the product, that is, a new product from the beginning of entering the market to being eliminated by the market Vernon believes that product life refers to the marketing life in the market. Like human life, products have to go through such cycles as formation, growth, maturity and decline. As far as products are concerned, they have to go through a stage of development, introduction, growth, maturity and decline. The strategic lead-in period of each stage of product life cycle generally refers to the stage from the successful trial production of new products to the trial sale in the market. In the period of commodity introduction, because consumers are very unfamiliar with commodities, enterprises must introduce commodities into the market through various promotional means, and strive to improve the market visibility of commodities; On the other hand, because of the relatively high production cost and sales cost in the lead-in period, enterprises have to consider this factor when pricing new products. Therefore, during the lead-in period, the focus of enterprise marketing is mainly on promotion and price. Generally, there are four alternative market strategies. (1) High price and quick strategy. The form of this strategy is: at the same time, with a large number of promotional activities, push new products into the market. Its purpose is to seize the market first, and hope to recover the cost and make profits before the competition has appeared in large numbers. The market environment suitable for adopting this strategy is: ① there must be a great potential market demand; The quality of this commodity is particularly high, and its efficacy is quite special, so few other commodities can replace it. Once consumers know about this commodity, they are often willing to pay a high price. ③ Enterprises are facing potential competitors and want to establish a good brand image quickly. (2) Choose the infiltration strategy. The characteristics of this strategy are: while adopting high prices, only a few promotional efforts are used. The purpose of high price is to recover the investment in time and make profits; The method of low promotion can reduce the cost of sales. This strategy is mainly applicable to the following situations: ① the market of commodities is relatively fixed and clear; ② Most potential consumers are already familiar with the product, and they are willing to pay a high price; (3) the production and operation of commodities must have considerable difficulties and requirements, and ordinary enterprises cannot participate in the competition, or the potential competition is not urgent for other reasons. (3) Low price and quick strategy. The method of this strategy is to make great promotion efforts while adopting low prices. Its characteristic is that it can make goods enter the market quickly, effectively limit the emergence of competitors and bring huge market share to enterprises. This strategy has a wide range of adaptability. The market environment suitable for this strategy is as follows: ① the goods have a large market capacity, and enterprises are expected to gradually reduce costs while selling in large quantities; 2 consumers don't know much about this product and are very sensitive to price; ③ The potential competition is fierce. (4) Slow infiltration strategy. The method of this strategy is: adopt low price when new products enter the market, and at the same time do not make great promotion efforts. Low prices help the market to accept goods quickly; Low promotion can also make enterprises reduce expenses and costs to make up for low profits or losses caused by low prices. The market environment suitable for this strategy is: ① the market capacity of commodities is large; (2) consumers know something about commodities and are very sensitive to prices; ③ There is some competition at present. The growth period of commodities refers to the stage of mass production and expanding market sales after the successful trial sale of new products. After the commodity entered the growth period, more and more consumers began to accept and use it, and the sales of enterprises soared and profits increased. In this case, competitors will come one after another, threatening the market position of enterprises. Therefore, in the growth period, the marketing focus of enterprises should be on maintaining and expanding their market share and accelerating the increase of sales. In addition, enterprises must also pay attention to the change of growth rate, and once the growth rate is found to be increasing to decreasing, they must adjust their strategies in time. The specific strategies that can be applied at this stage are as follows: (1) Actively raise and concentrate the necessary manpower, material resources and financial resources to carry out capital construction or technological transformation, so as to facilitate the rapid increase or expansion of production batch. (2) improve the quality of goods, add new features of goods, and make improvements in trademarks, packaging, styles, specifications and pricing. (3) further market segmentation, actively explore new markets and create new users, so as to help expand sales. (4) Efforts should be made to dredge and increase new circulation channels and expand the sales of products. (5) Change the promotion focus of enterprises. For example, in advertising, we have changed from introducing products to establishing an image, so as to further improve the social voice of enterprise products ..... >; >
Question 8: What measures should an enterprise take to extend its life cycle, keep up with the market situation, maintain its core competitiveness, and keep innovating?
For example, when a product reaches the end of its life cycle, it should be brave enough to eliminate backward products and launch innovative products in time.
Nokia mobile phones are typical backward systems that don't want to give up their own facts, which led to the current failure. . . .
and if we want to achieve a lasting foundation, we must have our own core cultural values. Values and competitiveness are the core things that will not go out of date, and products and technologies will be eliminated one day.
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