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”,产品生命周期（product life cycle）,简称PLC，是指产品的市场寿命。一种产品进入市场后，它的销售量和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
3、、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。,产品生命周期曲线,生命周期曲线的特点：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,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,潘婷乳液修复系列 潘婷乳液修复去屑系列 潘婷丝质顺滑系列 潘婷丝质顺滑去屑系列 潘婷莹彩修护系列 潘婷强韧防掉发系列 潘婷垂顺直发系列 潘婷弹性卷发系列 潘婷乌黑莹亮系列 CLINICARE臻致修护,潘婷/Pantene,潘婷乳液修复系列 潘婷乳液修复去屑系列 潘婷丝质顺滑系列 潘婷丝质顺滑去屑系列 潘婷莹彩修护系列 潘婷强韧防掉发系列 潘婷垂顺直发系列 潘婷弹性卷发系列 潘婷乌黑莹亮系列 CLINICARE臻致修护,潘婷/Pantene,Saturation and decline stage,Sales volume declines or stabilizes. Prices, profitability diminish. Profit becomes more a challenge of production/distribution efficiency than increased sales.,Saturation and decline stages characteristics,Strategies,收音机悄悄走了！,Thanks,
