Product Life-cycle Variation And Marketing Strategy Research

Product life cycle (PLC) is one of the concepts that have been wildly accepted in marketing. Product life cycle variation (PLCV) research is also based on this theory. Usually, the cycle will sequentially go through introduce stage, growth stage, mature stage and decline stage in PLC.However, in the complicated market environment, when influenced by the factor that happens suddenly, the PLC will present many kinds of variation. A lot of products have not gone through four stages of PLC sequentially, displaying a great deal of irregular change forms in its life cycle, for example, spanning some or some several life cycles, etc.The study of PLCV is still at primary stage in domestic and overseas, while the PLCV of most products bring great difficulties to the product project of enterprises and marketing plan, causing the serious waste of source. So, it is necessary to make a further investigate in PLCV.At first, the form of PLCV is classified in a scientific and systematic way, According to its different influences of variation generation, we divide the variation into positive and passive; According to the different time of emergence, we divide it into earlier stage variation, medium-term and later stage variation. Because the passive variation produces great negative effects on enterprises, we put the emphasis on the study of passive variation and marketing strategy.Afterwards, this text has further investigation for the reasons of many kinds of variation forming, and then integrative analysis for every factor which influences PLC, and has made definition for the variation of PLC, which has mainly referred from the judgment methods of PLC in every stage.On the basis of this research, this text has put forward several kinds of marketing countermeasures as the reference to variation of PLC in enterprises. Summarize some products strategies for avoiding the emergence of some passive variation, and propose a series of marketing strategies of lengthening PLC.Finally, the text adduces several wonderful cases in domestic and overseas, which further support the views put forward before.