重复购买的产品生命周期模型研究

产品生命周期是市场营销中的重要概念,对产品所处阶段精确分析直接影响到企业的战略决策。本文在Bass模型的基础上加入了重复购买因素,完整地考察了整条产品生命周期曲线,并进一步对影响模型各参数地企业内外部因素进行了分析 ;然后,文章还根据我国部分商品的实际资料对模型进行了验证 ;最后,指出企业在各阶段的营销启示。

The Research on Repurchasing Product Life Cycle Model

Product Life Cycle is the core concept of marketing and it makes great impact on company’s strategic decision.In this article,we considered repurchasing factor on the base of Bass Model and researched the Complete PLC Model.We also analyzed the factors inside or outside enterprises that influence the parameters of the model and validated our model with the actual data of some Chinese commodities.At last,we give some suggestions about companies’ marketing strategy on the different stages.