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产品生命周期(product life cycle),简称PLC， 就是指产品得市场寿命。一种产品进入市 场后，它的销售量与利润都会随时间推移 而改变，呈现一个由少到多由多到少的过 程，就如同人的生命一样，由诞生、成长 到成熟，最终走向衰亡，这就是产品的生 命周期现象。所谓产品生命周期，是指产 品从进入市场开始，直到最终退出市场为 止所经历的市场生命循环过程。
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Saturation and decline stage
➢Sales volume declines or stabilizes、
Stage
1、 Market introduction stage 2. Growth stage
3. Mature stage 4. Saturation and decline
stage
Mature stage
➢ Cost are lowered as a result of production volumes increasing and experience curve effect、
PCL
A product from raw materials acquisition, preparation of raw 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 .
What is “PLC”
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 one’s life, from birth, growth to maturity, eventually decline, which is 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.
➢Prices, profitability diminish.
➢Profit bees more a challenge of production/distribution efficiency than increased sales.
Saturation and decline stage’s characteristics
产品生命周期曲线
生命周期曲线得特点:在产品开发期间该产 品销售额为零,公司投资不断增加;在引进期， 销售缓慢，初期通常利润偏低或为负数； 在成长期销售快速增长，利润也显著增加； 在成熟期利润在达到顶点后逐渐走下坡路； 在衰退期间产品销售量显著衰退，利润也 大幅度滑落。
Different Stages Have Different Forms
➢ Sales volume peaks and market saturation is reached.
➢ Prices tend to drop due to the peting products.
➢ Brand differentiation and feature diversification is emphasized to maintain or increase market share.
Strategies
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潘婷/Pantene
➢ Industrial profits go down.
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The mature stage’s
characteristics
Marketing objectives
Maximize profit while defending
market share
Marketing objectives
Reduce expenditure and milk the brand
Strategies
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