1、,product life cycle,product life cycle ( plc), is the market life of the product. when one of the products enter the market, the sales volume and profits will change over time, showing one of a small number of small process, as ones life, from birth, growth to maturity, eventually decline, which is

2、the product life cycle phenomenon. product life cycle is a process that products enter the market until the final withdrawal from the market so far have been through market life cycle.,what is “plc”,產(chǎn)品生命周期（product life cycle）,簡(jiǎn)稱plc，是指產(chǎn)品的市場(chǎng)壽命。一種產(chǎn)品進(jìn)入市場(chǎng)后，它的銷售量和利潤(rùn)都會(huì)隨時(shí)間推移而改變，呈現(xiàn)一個(gè)由少到多由多到少的過程，就如同人的生命一樣，由誕生

3、、成長(zhǎng)到成熟，最終走向衰亡，這就是產(chǎn)品的生命周期現(xiàn)象。所謂產(chǎn)品生命周期，是指產(chǎn)品從進(jìn)入市場(chǎng)開始，直到最終退出市場(chǎng)為止所經(jīng)歷的市場(chǎng)生命循環(huán)過程。,產(chǎn)品生命周期曲線,生命周期曲線的特點(diǎn)：在產(chǎn)品開發(fā)期間該產(chǎn)品銷售額為零，公司投資不斷增加；在引進(jìn)期，銷售緩慢，初期通常利潤(rùn)偏低或?yàn)樨?fù)數(shù)；在成長(zhǎng)期銷售快速增長(zhǎng)，利潤(rùn)也顯著增加；在成熟期利潤(rùn)在達(dá)到頂點(diǎn)后逐漸走下坡路；在衰退期間產(chǎn)品銷售量顯著衰退，利潤(rùn)也大幅度滑落。,different stages have different forms,a product from raw materials acquisition, preparation of raw

4、 materials, manufacturing and processing, packaging, transportation, distribution, consumer use, reuse and repair, eventually recycled or disposed of as waste etc. throughout the course of the life chain .,pcl,stage,1. market introduction stage 2. growth stage 3. mature stage 4. saturation and decli

5、ne stage,mature stage,cost are lowered as a result of production volumes increasing and experience curve effect. sales volume peaks and market saturation is reached. prices tend to drop due to the competing products. brand differentiation and feature diversification is emphasized to maintain or incr

6、ease market share. industrial profits go down.,the mature stages characteristics,strategies,潘婷乳液修復(fù)系列 潘婷乳液修復(fù)去屑系列 潘婷絲質(zhì)順滑系列 潘婷絲質(zhì)順滑去屑系列 潘婷瑩彩修護(hù)系列 潘婷強(qiáng)韌防掉發(fā)系列 潘婷垂順直發(fā)系列 潘婷彈性卷發(fā)系列 潘婷烏黑瑩亮系列 clinicare臻致修護(hù),潘婷/pantene,潘婷乳液修復(fù)系列 潘婷乳液修復(fù)去屑系列 潘婷絲質(zhì)順滑系列 潘婷絲質(zhì)順滑去屑系列 潘婷瑩彩修護(hù)系列 潘婷強(qiáng)韌防掉發(fā)系列 潘婷垂順直發(fā)系列 潘婷彈性卷發(fā)系列 潘婷烏黑瑩亮系列 clinicare臻致修護(hù),潘婷/pantene,saturation and decline stage,sales volume declines or stabilizes. prices, profitability diminish. profit becomes more a challenge of production/distribution eff