试论产品生命周期各阶段的主要营销策略

根据产品生命周期理论,产品的经济寿命一般都要经历导入期、成长期、成熟期和衰退期四个阶段。在每个阶段,产品本身及市场会呈现出不同的特点,针对这一情况,正确运用产品生命周期理论来分析和规划市场营销活动具有十分重要的现实意义。 (一)     

商品作业的策略

每种商品在销售企业中都有其生命周期,如导入期、成熟期、淘汰期、废止期等.在生命周期的不同阶段,允许对该商品所执行的作业有所不同.例如在淘汰期,不允许该商品的订货,只允许销售.在废止期,不允许该商品的订货和销售等.这就是商品的作业策略,它规定了该商品当前能够参与的作业活动.     

行业生命周期的技术选择研究

企业发展的生命周期一般要经历导入期、成长期、成熟期、衰退期的过程。通过以描述产品创新为中心的产业创新分布形式的A-U创新过程模型进行比较,分析了各生命周期阶段行业市场、客户以及研究和开发的特点,给出了各阶段行业技术选择的方式。     

从《实话实说》“下课”看电视节目的生命周期把握

电视节目作为一种媒介产品,从其进入市场到最终退出市场,一般要经历导入期、成长期、成熟期和衰退期四个阶段,即媒介产品的生命周期。本文以今年九月央视名牌节目《实话实说》的"下课"为例,主要就节目的成熟期与衰退期展开论述,从而对其"下课"进行归因。电视人应当充分重视对电视节目生命周期规律的现实把握,在节目成熟期居安思危,求新求变,在节目衰退期稳住阵脚,力挽狂澜,如此确保更多体现大众文化理性精神的电视节目的繁荣。     

餐饮产品生命周期初探

餐饮产品与其他产品一样,也存在市场寿命,存在导入期、成长期、成熟期和衰退期四个阶段的生命周期。但是,由于餐饮产品的构成比较复杂,特性与其他产品不同,因此,对餐饮产品生命周期的观察方法、判断标准也就与其他产品有所不同。餐饮产品生命周期的描述指标除了销售量(销售额)外,还可以利用人均消费额、座位周转率或接待人次和销售份数等指标。为帮助企业经营者决策,重点对影响餐饮产品市场寿命的因素作了分析。     

基于生命周期理论的开放式基金营销策略分析

开放式基金作为一种金融产品,也要依次经过产品导入期、成长期、成熟期和衰退期这四个生命周期.文章基于金融产品的生命周期理论,对从2001年第一只开放式基金成立至今开放式基金各阶段的特点及基金公司相应的营销策略进行分析.     

产品生命周期理论在汽车营销中的应用

产品的生命周期可以分为导入期、成长期、成熟期以及衰退期四个阶段,每个阶段应该采取不同的营销策略。本文通过以吉林省某品牌汽车为具体案例,说明了产品生命周期理论在汽车营销的应用。通过分析可以看出,基于产品生命周期理论,利用定量分析与营销理论相结合的方式来确定企业营销策略的选择是合适的。     

聚类分析在产品生命周期研究中的应用——以卷烟产品为例

因烟草行业数据可获取、比较准确且完整,可以采用聚类分析法划分产品生命周期。本文分析产品市场数据,通过软件筛选获得关键指标,建立判断标准,划分不同的生命周期阶段。针对导入期、成长期、成熟期、衰退期的产品,制定相应的市场策略,优化周期曲线,最大化企业利益。     

产品生命周期各阶段的成本控制和定价策略

产品生命周期,简称PLC。是指产品的市场寿命,即一种新产品从开始进入市场到被市场淘汰的整个过程,分为引入期、成长期、成熟期、衰退期四个阶段。成本控制。成本控制是企业根据一定时期预先建立的成本管理目标,     

营销投入对品牌资产的影响——企业生命周期的调节

本文将世界品牌实验室发布的中国最具价值品牌500强当中的上市公司作为研究样本,建立回归模型,对营销投入与品牌资产关系以及企业生命周期的调节作用进行研究,结果表明:①短期营销投入对品牌资产没有显著影响;②长期营销投入对品牌资产起到显著的正向作用;③长期营销投入对品牌资产的作用受到企业所处的生命周期的调节:处于导入期的企业,营销投入对品牌资产存在显著的负面影响作用;处于成熟期的企业与处于成长期的企业相比,成熟期企业的营销投入对品牌资产的正向影响更大;处于衰退期的企业,营销投入对品牌资产没有显著影响。最后,本文为处于不同生命周期阶段的企业制定了合适的营销投入策略。     

Facing global economic crisis: Foreign sales,ownership groups,and corporate value

This study extends the research on internationalization to a new organizational context – emerging market firms (EMF), and a new time context – global economic crisis. We propose a U-shaped relationship between foreign sales intensity and firm value for EMFs during global economic crisis. Further, we distinguish between EMFs’ relational owners (i.e., business groups) and transactional owners (i.e., institutional investors) to investigate their different moderating effects. We find empirical support for our hypotheses using a sample of Chinese firms during the global economic crisis in 2008. Moreover, we provide research and practice implications.     

The moderating role of local embeddedness on the performance of foreign and domestic firms in emerging markets

This paper examines the impact of the firm’s degree of local embeddedness on its performance in emerging markets using the World Bank’s Enterprise Survey Manufacturing Sector Module data on 15,715 firms covering 78 emerging markets. We use the degree of localization of sourcing and sales to measure the degree of embeddedness in the host country market. We argue that since embeddedness brings the firm into closer interaction with local firms and institutions, the costs of embeddedness should be lower for local firms than for MNE subsidiaries, since local firms can be assumed to be better able to decipher local institutions. We find that both dimensions are subject to a reversed U-shaped function. That is, by extending the degree of local sales and local sourcing up to a certain percentage, a firm can realize positive performance growth by becoming more embedded into the emerging market, but beyond this point, the performance impact is negative. We also find that foreign firms involved in local sales seem to lose part of their ability to exploit their ownership advantages as compared to foreign firms that export their production.     

Small and Medium Enterprises in Thailand: Recent Trends

This paper reviews the evolution of small and medium firms in Thailand in recent years. It shows that such firms did not preserve their share of total employment during the period 1987–96; indeed, their share fell from 60% to 52% over this period. Much of this decline was felt in the category of very small firms (with less than 10 workers). This aspect is explored further by looking at small firm employment shares in three sub-periods of varying overall economic growth rates. It is found that when overall economic growth is high, the share of small firms tends to contract possibly because many small firms become medium in size and others disband because their owners can find more remunerative employment in larger firms. In slower growth periods, the employment share of small firms appears to rise probably because larger firms may be taking in less new workers or even laying off workers. The paper also calculates productivity measures (technical efficiency and total factor productivity) and shows that different measures give different rankings by size of firm.     

Do customers respond to the disclosure of internal control weakness?

In this study, we investigate the effects of firms' internal control weakness (ICW) disclosures on their customers. We hypothesize that ICW disclosure adversely affects customers' perceptions of firms' ability and incentive to honor implicit commitments to customers, and as such, customers are less willing to buy from such firms. We thus expect a decline in firms' sales growth after ICW disclosure. We find a significant decline in sales growth subsequent to Sarbanes–Oxley (SOX) Section 404 ICW disclosure after controlling for firms' past sales growth and other factors affecting sales performance and internal control. This result is robust to the consideration of selection bias in ICW disclosure. We also find that the decline is more pronounced for firms with company-level ICW disclosure, with industrial customers, in the durable goods industries, with high research and development (R&D) intensity, or without subsequent remediation of ICW. Taken together, these results are consistent with the argument that ICW concerns customers more when the implicit contracts between the firms and their customers are more intensive.     

产业政策支持、企业生命周期与风险承担

产业政策是国家宏观调控经济的重要手段，而政策实施的有效性是产业结构调整和经济高质量发展的前提条件。文章以2007-2017年上市A股企业为样本，从风险承担的角度实证检验产业政策的经济后果及其在企业不同生命周期阶段的差异。研究发现，产业政策支持对企业风险承担具有激励作用，在企业成长期和衰退期的激励作用较强，在成熟期不显著。对产业政策的作用机理研究发现，产业政策支持可以通过政府补助、信贷支持以及税收优惠等途径增加企业的可支配资源，进而提升企业风险承担水平。进一步分组检验发现，产业政策支持对企业风险承担的激励作用不但在市场化程度高的地区显著，而且对处于衰退期的国有企业与处于成长期和成熟期的民营企业也一样显著。文章的结论从微观层面提供了产业政策有效性的证据，对国家产业政策的优化调整以及企业的风险决策具有重要借鉴意义。     

Firm Shutdown During the Financial and the Sovereign Debt Crises: Empirical Evidence from Portugal

This paper examines Portuguese firms’ survival over the business cycle and investigates whether the effect of firm size varies across the phases of the cycle and with the type of shock associated with periods of economic contraction. Our results show that smaller firms are more likely to shut down than larger firms. Within each size band, however, we found that during the two crises examined, micro firms experienced hazards of closing (relative to large firms) at least similar to those observed in the pre-crisis period, while medium-sized firms were found to have been more vulnerable during the financial crisis period but showed more resilience during the sovereign debt crisis. The results suggest that during the sovereign debt crisis, firms faced a higher probability of closing than they did during the financial crisis.     

The cyclical effect of default risk on industrial bond yields

This paper examines the determinants of default-risk premiums and the ways in which they change over the business cycle. Seven default-risk factors are constructed from a large number of financial ratio/accounting variables. Factor scores summarizing these variables for a sample of industrial corporations are regressed with bond risk premiums for all years from 1971 to 1977—a complete business cycle. A second sample covering the years 1975 to 1977 is also examined. The main conclusion is that the cyclical movement of business conditions influences investors' assessments of default risk. Bonds issued in periods of economic normalcy have premiums that are significantly associated with earnings instability in addition to sales and size factors. By contrast, firms issuing bonds during recessionary climates must have relatively greater size and profitability to obtain funding at lower-interest costs. Firms with higher sales turnover ratios and, therefore, greater earnings instability with respect to economic downswings, are less likely to issue debt securities during depressed business conditions.     

An examination of the influence of industry structure on eight alternative measures of new venture performance for high potential independent new ventures

This study examined the influence of the structure of new ventures’ entered industries on eight alternative measures of new venture performance for 199 high potential independent new ventures. Each of the 199 entrepreneurial ventures had undertaken an initial public offering (IPO) within the first 6 years of the venture’s founding date and were free of corporate sponsorship or prior corporate parentage.Specifically, this research examined the influence of: (1) stage of the life cycle; (2) industry concentration; (3) entry barriers; and (4) product differentiation on eight alternative measures of new venture performance. The eight measures of new venture performance examined in this research consisted of: (1) change in sales; (2) sales level; (3) net profit; (4) earnings before interest and taxes; (5) return on sales; (6) return on assets; (7) return on invested capital; and (8) return on equity.Most prior research examining the influence of industry structure on new venture performance has: (1) utilized only one or two measures of new venture performance as indicators of the venture’s overall effectiveness and efficiency; (2) often failed to provide theoretical justification for the measure(s) of new venture performance or industry structure examined; and (3) utilized data derived from questionnaires and/or the PIMS data base of corporate-sponsored new ventures. In addition, prior industry structure studies examining independent new ventures have often utilized relatively small sample sizes.This study sought to advance the progress in the field of entrepreneurship with regard to understanding the influence of the structure of new ventures’ entered industries on new venture performance by: (1) examining eight alternative measures of new venture performance; (2) providing theoretical justification for the measures of new venture performance and industry structure examined; and (3) utilizing the largest nonquestionnaire data base of independent new ventures developed to date.This research found that the stage of the life cycle of the venture’s entered industry was the most important determinant of new venture performance among the four industry structural elements examined. Stage of the life cycle had a statistically significant relationship, at a 0.05 level, with the majority of the new venture performance measures examined in this research. In addition, ventures entering industries in the introductory stage of the life cycle achieved the highest levels of venture performance, particularly when compared with those ventures that entered industries in the mature stage of the life cycle.However, this study did not find a statistically significant relationship between stage of the life cycle and change in sales. This suggests that there is a trade-off between profitability and sales growth, and that new ventures that undertake an IPO have a stronger focus on achieving profitable operations rather than sales growth during the initial years after their IPO. This may be due to pressures placed on the new ventures to achieve profitability by the external credit market.Conversely, this research found that: (1) industry concentration; (2) entry barriers; and (3) product differentiation did not have statistically significant relationships, at a 0.10 level, with any of the eight alternative measures of new venture performance examined in this research. However, this research did find that over 90% of the new ventures entered industries characterized by: (1) a low degree of industry concentration and (2) a high degree of product differentiation.The relative absence of new venture entry into industries characterized by: (1) high degrees of concentration and (2) low degrees of product differentiation provides support for prior theory, which suggests that successful entry into such industry environments may be substantially more difficult.In sum, the results of this research suggest that high potential independent new ventures that undertake an IPO should enter industries in the introductory stage of the life cycle. In addition, the results of this research suggest that industries characterized by: (1) relatively low degrees of industry concentration and (2) highly heterogenous products may be necessary but not sufficient conditions for successful entry by high potential independent new ventures seeking to raise equity capital through an IPO.     

Determinants of Working Capital Requirements in Selected Quoted Companies in Nigeria

In this article, the author investigates the determinants of working capital requirements of 66 firms in Nigeria using panel data for the period 1997–2007. The results suggest that sales growth, firms’ operating cycle, economic activity, size, and permanent working capital are firm specific characteristics that positively drive working capital policy. Leverage, however, is inversely related to working capital requirements. Essentially, the results imply that traditional valuation methods used to quantify the efficiency of corporate working capital policy may be suspect as increased investments in operating working capital may be necessitated by increased business uncertainties. In general, the findings suggest that some of the insights from modern finance theory are potable to Nigeria.     

Employment and SMEs during crises

The persistent increasing duration of unemployment has become an issue during economic crises. Although lay-offs at large firms normally make headlines during crises, we still know little about the potential impact of firm size on adjustment behavior in a crisis. We studied effects of firm size on employment growth during economic slowdowns using a rich microeconomic database for the 1988–2007 period in Portuguese manufacturing industry. The results show that economic downturns affect firm growth negatively. This negative effect is found to be higher for larger firms, both during and immediately following crisis periods. Small and medium-sized enterprises (SMEs) emerge as potential stabilizers in downturn periods. However, larger firms seem to be able to quickly recover from downturn periods. Our results contribute to the scarce literature and to the understanding of the Portuguese case, where many SMEs secure most jobs. These first results may be useful, because SMEs play a determinant role in other European Union economies.