Industry Product Market Strategy Analysis Base On The Product Life Cycle Theory

Due to the difference of industrial products and consumer goods at purchasing method、 purpose and decision making, the market strategy of industrial products is also different from consumer goods. There are lots of market strategies analysing from customer relationship、 distribution channel or researching from product mix、product promotion view, but no much study from the view of product life cycle(PLC).There are two reasons. Firstly,the PLC is too long for industrial products, it’s not real for the enterprise to make long time strategy in now a bussiness environment. Most of them are more interested in shortly market strategy, secondly there are too much factor affecting the industrial products transaction.For example, customer relationship, Mode of cooperation and so on. But as a mature theory, PLC also affects the market of industrial product in long run view. The enterprise which is good at applying the theory can make product decision jumping out of short-term view, get more long-term and dynamic vision to find the emerging opportunity and hidden risk in market. it’s of great significance for enterprise long-term development. Basing on the characteristic of industrial products, the theory of PLC and the theory of STP-4P,the article analysis the difference of the same industrial product’s PLC in different segment markets and deeply reach the market strategy of industrial product in different stage of life cycle. At last,it identifies the theory by means of providing the example of product strategy analysis of S company.the analysis link theory with practice can provide the directly guidance to product management staff in enterprise, also be of positive reference significance for marketing manager to make long-term strategy.