| A certain kind of product goes from being successfully trial-produced to being put into market and at last it is eliminated and withdraws from the market. It is sure to experience a period of time, which is called Life Period. The Product Life Period Theory is just the conclusion drawn from changing law between sale and profit which was shown during the product life period. Almost every product present a periodic regular pattern which is similar to human being's life model during the life period. The typical product life period includes 4 phases: introduction period, growing period, mature period and recession period. Different phases have different characteristics, so we should use different tactics according to the products in different phases.During the 20 years, from its introduction period in 1984 to its present recession period, China's Beeper Industry presents not only typical life periodic characteristics but also its own remarkable characteristics. The industry boomed and declined as a result of 3 decisive factors: technology, policy and market.In developing period, the 3 factors show as follows:1 Technology: Advanced beeper technology was used at that time.2 Policy: Telecommunications departments monopolized the beeper business due to monopoly management in the telecommunications industry.3 Market: Standard industrial order was built up in the monopoly market.In recession period, the 3 factors show as follows:1. Technology: With the development of mobile telecommunication technology, the beeper technology lagged, especially the flourishing development of mobile phones, which gave beepers a heavy strike. 2. Policy: Late in the 90s, related government department dissolved and realigned the telecommunications resources and assets, which made beeper industry lose the motive power of further development. At the same time, the turbulence during the realignment period accelerated the recession. 3. Market: The vicious market competition made a great number of beeper stations and terminal contractors withdrew from the market too early. Judging from the Product Life Period Theory and the above factors,we know that the recession of beeper industry is inevitable. But such rapid recession is due to the running problems existing in the industry. If some resolute measures had been taken in the growing and mature period, the situation might have been much better. We may draw some lessons from the following measures:1. When mobile phones began to boom, we should have foreseen the arrival of beepers' recession period and developed the new beeper technology.2. A beeper's biggest advantage lies in its low price. With the cost of mobile phones declining, beepers' advantage is not obvious any longer. If we have changed the method of payment, the advantage might have appeared again. That is who calls who pays.3. Late in the 90s, China's stock market experienced its prime time. If we had developed beepers which could receive messages about stock prices, quite a lot of stable users would have been accumulated. Facing the high- speed recession, I'd like to put forward 3 suggestions:1. The Product Life Theory tells us: The enterprise whose products are in the recession period should withdraw from the industry in time. It's the best choice for middle and small sized beeper enterprises to be purchased and merged.2. Beeper industry should fain a foothold in its own industry and transfer actively to other related industry. Calling centre is a good choice. Some of the customers whom calling centers and calling stations face are the same. Beeper industry can take advantage of the present personnel, network and customers to reduce investment and develop calling center business.3. At present, every beeper enterprise put their emphasis on message calling. To have a good development future, we should pay attention to the following links:First: full- functioned radio terminal machines;Second: advanced information editing and broadcasting s...
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