产品生命周期延长策略

Life cycle extension strategies are proactive measures to counteract the natural progression towards decline. These tactics are often categorized using frameworks like the Ansoff Matrix, which outlines four primary growth vectors. Market Penetration involves boosting sales of an existing product in its current market, often through aggressive pricing, advertising, or loyalty programs. Market Development seeks new customer segments or geographical areas for the existing product; for example, a company might start exporting its product or target a different age group. Product Development focuses on innovation within the current market by launching improved versions, new features, or different packaging. This keeps the product relevant and can attract existing customers to upgrade. A classic example is the annual release of new smartphone models. Finally, Diversification is the riskiest strategy, involving the launch of a new product in a completely new market. While not strictly extending the life of the original product, it leverages the company’s brand and resources to move into new life cycles. Other common extension tactics include repositioning the brand to appeal to a new trend (e.g., 营销 比如，将小苏打用于清洁而不是烘焙，或者鼓励现有客户更频繁地使用。所有这些策略的目标都是重启或拉平销售曲线，将衰退期进一步推迟，并从产品的初始投资中获取最大价值。

这些策略的理论基础由H. Igor Ansoff在其1957年的论文中提出。他的矩阵为管理者提供了一个简单而强大的工具，帮助他们构建关于增长和风险的思考。当应用于 产品寿命 cycle model, Ansoff’s work provides a practical playbook for the maturity stage, transforming it from a passive phase of decline management into an active period of strategic renewal and value extraction.