产品生命周期与营销手段的选择.doc

目 录  TOC \o 1-3 \h \z \u   HYPERLINK \l _Toc231643883 引言  PAGEREF _Toc231643883 \h 1  HYPERLINK \l _Toc231643884 1 产品生命周期简述  PAGEREF _Toc231643884 \h 1  HYPERLINK \l _Toc231643885 2 产品生命周期各阶段的营销策略  PAGEREF _Toc231643885 \h 2  HYPERLINK \l _Toc231643886 2.1介绍期的营销策略  PAGEREF _Toc231643886 \h 2  HYPERLINK \l _Toc231643887 2.2成长期市场营销策略  PAGEREF _Toc231643887 \h 3  HYPERLINK \l _Toc231643888 2.3 成熟期市场营销策略  PAGEREF _Toc231643888 \h 4  HYPERLINK \l _Toc231643889 2.4衰退期市场营销策略  PAGEREF _Toc231643889 \h 5  HYPERLINK \l _Toc231643890 3 案例分析  PAGEREF _Toc231643890 \h 6  HYPERLINK \l _Toc231643891 3．1 背景分析  PAGEREF _Toc231643891 \h 6  HYPERLINK \l _Toc231643892 3．2 产品介绍期的营销策略  PAGEREF _Toc231643892 \h 6  HYPERLINK \l _Toc231643893 3．3 产品成长期的营销策略  PAGEREF _Toc231643893 \h 7  HYPERLINK \l _Toc231643894 3．4 成熟期的营销策略  PAGEREF _Toc231643894 \h 8  HYPERLINK \l _Toc231643895 4结论  PAGEREF _Toc231643895 \h 9  HYPERLINK \l _Toc231643896 参考文献  PAGEREF _Toc231643896 \h 10  摘 要 随着科学技术的进步和生产力水平的提高，人们的消费需求日益多元化，这就为企业提出了更高的要求。正如美国市场营销学家奥·李斯所说：未来竞争的关键不在于企业能生产什么产品，而在于其产品所提供的延伸价值（如服务、广告用户咨询、融资、送货等）。企业只有从产品概念出发研究产品策略，针对产品不同的生命周期研究不同的营销手段内容，才能在市场竞争中取得优势地位。 关键词：产品生命周期 产品策略 营销手段内容 Abstract With the scientific and technological progress and productivity levels, it is increasingly diversified consumer demand, which the enterprise has put forward higher requirements. As the United States Olympic marketing experts ? Si said: the key to future competitiveness is not what companies can produce products, but in their products to provide an extension of value (such as services, ad users advisory, financing, delivery, etc.). Begin with the product concept of product strategy, product life cycle of different of different means of marketing, in order to achieve competitiveness in the market dominant position. Keywords：Product Life Cycle Product Strategy Content marketing -  PAGE 10 - 产品生命周期与营销手段的选择 引言