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題名 | 產品生命週期界定論證之研究=The Analysis of the Four Stages in Product Life Cycle |
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作者姓名(中文) | 許凱程; 許偉杰; | 書刊名 | 全球商業經營管理學報 |
卷期 | 7 2015.09[民104.09] |
頁次 | 頁73-77 |
分類號 | 494.5 |
關鍵詞 | 產品生命週期; 導入期; 成長期; 成熟期; 衰退期; Product life cycle; Introduction; Growth; Maturity; Decline; |
語文 | 中文(Chinese) |
中文摘要 | 產品生命週期,以反曲點、切點、最高點為分界標準,分為導入期、成長期、成熟期、衰退期等 四大階段。產品在市場上的表現會隨產品銷售量而呈現不同水準。其中,反曲點設為,為凸凹相交 際之處;切點設為,為原點與生命週期曲線相切之處;至於最大點設為 ,為曲線相對最大銷售量 之處。 本研究從影響銷售兩大變數,創新者模型與模仿者模型所形成的消費者銷售關係式 Δ ≔ ,從中明確找出各階段之分界與銷售量,各期界定分界分別為:導入期與成長期 的分界為 / √ / 、成長期與成熟期的分界為 / √3 / //、以及成熟期與衰退期的分界為 //。 經由對各階段分界的了解,期使業者能藉由對於產品生命週期的認知與掌握,使行銷策略愈發創意, 並可大幅提高行銷策略的成功率,以創造企業競爭優勢,獲取更新市場先機。 一般而言產品生命週期更可與消費者行為,行銷組合策略,競爭策略等結合,以為策略規劃提供一 個很好的思考架構,進而解決更複雜的行銷問題。 |
英文摘要 | In this study, infelction point, tangent point and maximum point are used to divide product life cycle into four phases, namely introduction, growth, maturity and decline. The sales volume of a product affects its product life cycle. Let infection point be, which is a critical point dividing a curve into convex and concave. And let tangent point be, which shows the touching point between the original point and the curve of product life circle. As for maximum point, let it be. The two major variables that affect sales are innovators and imitators. The equation constructed by the two variables can divide product life circle into the four phases. The critical point between introduction and growth is / √ / , the one between growth and maturity is / √3 / / /, and the one between maturity and decline is //. With the help of the three critical points, industry may better grasp the life circles of their products. It may greatly increase the success rate of their marketing strategies and thus create business competitive advantages. Generally speaking, product life cycle can be considered with consumer behaviors, marketing mix strategies and competitive strategies so as to produce a better strategy planning. This way, some complicated marketing problems may be solved. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。