产品生命周期的四个阶段（历史版本）

1965

Theodore Levitt

（图片仅供参考）

这产品生命周期 (PLC) model describes the stages a product goes through from its launch to its withdrawal from the market. These four key stages are: Introduction (low sales, high costs), Growth (rapidly rising sales and profits), Maturity (peak sales, declining profit margins), and Decline (falling sales and profits). This 框架 helps in strategic 营销 and management decisions. IMPORTANT NOTE: in more modern approaches, and less Sales or Marketing oriented, the Product 生命周期 must include its 制造业, so as its Recycling stages. An even more complete approach, such as the one we strongly advocate on innovation.world, it shall even include a Market Study and an Ideation stage, and depending on the field, Post Market Surveillance also.

The Four Stages model provides a conceptual roadmap for a product’s journey. In the Introduction stage, the company focuses on building awareness and encouraging trial. Costs are high due to R&D, marketing, and low production volumes, often leading to losses. The primary goal is to establish a market foothold. The Growth stage is characterized by a steep increase in sales as the product gains acceptance. Competitors may enter the market, and the focus shifts to building brand preference and increasing market share. Profits typically peak during this phase. The Maturity stage is the longest phase for most successful products. Sales volume peaks and market saturation is reached. Competition is intense, leading to price pressures and a decline in profit margins. Marketing efforts focus on differentiation and maintaining market share. Finally, the Decline stage sees a long-run drop in sales and profitability. This can be due to technological obsolescence, shifts in consumer tastes, or increased competition. Companies must decide whether to harvest the product, divest, or find a new niche.

从历史上看，产品生命周期类似于生物体的概念由来已久，但真正将这一概念在商业领域具象化的，是西奥多·莱维特 (Theodore Levitt) 1965 年发表在《哈佛商业评论》上的文章《利用产品生命周期》(Exploit the Product Life Cycle)。他认为，理解这一周期的管理者能够更好地预测和应对未来的挑战和机遇，而不是被动应对。该模型的创新之处在于其简洁性和指导性，它提供了一种结构化的方式来思考市场和竞争随时间推移而发生的动态变化。它将战略思维从静态的产品视角转变为动态的视角，强调营销策略必须随着产品的生命周期而不断演进。

创新, 市场调研, 营销策略, 新产品介绍（NPI）, 上市后监督, 产品开发, 产品差异化, 产品生命周期, 产品管理

UNESCO Nomenclature: 5311

- 管理科学

类型

抽象系统

中断

重大的

用法

广泛使用

前体

生物生命周期隐喻
早期的供求经济理论
创新扩散研究
乔尔·迪恩关于新产品定价政策的研究（1950 年）

应用程序

战略营销规划
产品组合管理
投资和资源配置
销售预测
定价策略制定

专利：

潜在创新理念

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相关术语：产品生命周期、营销、导入期、增长期、成熟期、衰退期、战略、西奥多·莱维特、销售曲线、PLC。

历史背景

关键路径法（项目）

关键路径法（有时简称为CPM，在许多领域容易混淆）是一种项目活动调度方法。它确定最长的相关任务（“关键路径”），并测量从开始到结束完成这些任务所需的时间。关键路径上任何任务的延迟都会直接影响项目的完成日期——这里的目标参数是日期，而不是成本、质量或资源，尽管这些都不是独立的。因此，它有助于资源分配和进度优化。