外文翻譯----產(chǎn)品生命周期理論

1、外文翻譯:產(chǎn)品生命周期理論原文來源:Raym on d Ver non.Internatio nal investment a nd internatio nal trade in the product cycle譯文正文：產(chǎn)品生命周期（product life cycle ），簡稱PLC，是產(chǎn)品的市場壽命，即一種新產(chǎn)品從開始進 入市場到被市場淘汰的整個過程。費農(nóng)認為：產(chǎn)品生命是指市上的的營銷生命，產(chǎn)中和人的生命一樣，要經(jīng)歷形 成、成長、成熟、衰退這樣的周期。就產(chǎn)品而言，也就是要經(jīng)歷一個開發(fā)、引進、成長、成熟、衰退的階段。而 這個周期在不同的技術(shù)水平的國家里，發(fā)生的時間和過程是不一樣的，期間

2、存在一個較大的差距和時差，正是這 一時差，表現(xiàn)為不同國家在技術(shù)上的差距，它反映了同一產(chǎn)品在不同國家市場上的競爭地位的差異，從而決定 了國際貿(mào)易和國際投資的變化。為了便于區(qū)分，費農(nóng)把這些國家依次分成創(chuàng)新國（一般為最發(fā)達國家）、一般 發(fā)達國家、發(fā)展中國家。典型的產(chǎn)品生命周期一般可以分成四個階段，即介紹期（或引入期）、成長期、成熟期和衰退期。就 像是人類，產(chǎn)品也有它自己的生命周期，從出生到死亡經(jīng)過各種階段。新產(chǎn)品投入市場，便進入了介紹期。此時產(chǎn)品品種少，顧客對產(chǎn)品還不了解，除少數(shù)追求新奇的顧客外， 幾乎無人實際購買該產(chǎn)品。生產(chǎn)者為了擴大銷路，不得不投入大量的促銷費用，對產(chǎn)品進行宣傳推廣。該階段 由于

3、生產(chǎn)技術(shù)方面的限制，產(chǎn)品生產(chǎn)批量小，制造成本高，廣告費用大，產(chǎn)品銷售價格偏高，銷售量極為有 限，企業(yè)通常不能獲利，反而可能虧損。當(dāng)產(chǎn)品進入引入期，銷售取得成功之后，便進入了成長期。成長期是指產(chǎn)品通過試銷效果良好，購買者逐 漸接受該產(chǎn)品，產(chǎn)品在市場上站住腳并且打開了銷路。這是需求增長階段，需求量和銷售額迅速上升。生產(chǎn)成 本大幅度下降，利潤迅速增長。與此同時，競爭者看到有利可圖，將紛紛進入市場參與競爭，使同類產(chǎn)品供給 量增加，價格隨之下屬，企業(yè)利潤增長速度逐步減慢，最后達到生命周期利潤的最高點。產(chǎn)品走入大批量生產(chǎn)并穩(wěn)定地進入市場銷售，經(jīng)過成長期之后，隨著購買產(chǎn)品的人數(shù)增多，市場需求趨于 飽和。此時

4、，產(chǎn)品普及并日趨標準化，成本低而產(chǎn)量大。銷售增長速度緩慢直至轉(zhuǎn)而下降，由于競爭的加劇， 導(dǎo)致同類產(chǎn)品生產(chǎn)企之間不得不加大在產(chǎn)品質(zhì)量、花色、規(guī)格、包裝服務(wù)等方面加大投入，在一起程度上增加 了成本。產(chǎn)品進入了淘汰階段。隨著科技的發(fā)展以及消費習(xí)慣的改變等原因，產(chǎn)品的銷售量和利潤持續(xù)下降，產(chǎn)品 在市場上已經(jīng)老化，不能適應(yīng)市場需求，市場上已經(jīng)有其它性能更好、價格更低的新產(chǎn)品，足以滿足消費者的 需求。此時成本較高的企業(yè)就會由于無利可圖而陸續(xù)停止生產(chǎn)，該類產(chǎn)品的生命周期也就陸續(xù)結(jié)束，以至最后 完全撤出市場。產(chǎn)品生命周期是一個很重要的概念，它和企業(yè)制定產(chǎn)品策略以及推廣策略有著直接的聯(lián)系。管理者要想使 他的產(chǎn)品

5、有一個較長的銷售周期，以便賺取足夠的利潤來補償在推出該產(chǎn)品時所做出的一切努力和經(jīng)受的一切 風(fēng)險，就必須認真研究和運用產(chǎn)品的生命周期理論，此外，產(chǎn)品生命周期也是推廣人員用來描述產(chǎn)品和市場運 作方法的有力工具。原文正文The product life cycle of the products, as PLC is life, namely a market new products into the market from the start to the whole process of elimination by the market. Vernon: refers to the city

6、 life, the life of the marketi ng and huma n life during, experie nces, growth, maturity, recession this cycle .Is product, also is to experie nee a developme nt, in troducti on, growth, maturity and recession. But this cycle in d if fere nt coun tries, the technical level of time and the process is

7、 not the same, there exists a large gap between period of time, and it is this time, for different coun tries in tech no logy gap, it reflects the same products in d if fere nt countries on the market competition status, which determines the differences between international trade and investment. In

8、 order to facilitate distinguish these countries, Vernon, innovative nation (usually divided into the most developed countries), usually developed countries and developing countries.Typical product life cycle generally can be divided into four stages, namely introduction , growth, maturity and reces

9、sion.Like human beings, products also have their own life-cycle. From birth to death human beings pass through various stages e.g. birth, growth, maturity, decline and death. A similar life-cycle is seen in the case of products. The product life cycle goes through multiple phases, involves many prof

10、essional disciplines, and requires many skills, tools and processes. Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures. To say that a product has a life cycle is to assert four things:1. that products have a limit

11、ed life,2. product sales pass through distinet stages, each posing different challenges, opportunities, and problems to the seller,3. profits rise and fall at different stages of product life cycle, and4. products require different marketing, financial, manufacturing, purchasing, and human resource

12、strategies in each life cycle stage.Four phases of the product life cycle.1. First stage: (into)From design to production into market entry test until stage. The new products put on the market, and introduced into. Now, the customers have few varieties of products, product also dont understand a few

13、 exceptions, the pursuit of new customers almost no actual purchase this product. In order to expand the market, to producers, the cost of sales promotion product promotion. This stage because of the restrictions in producti on tech no logy, product batch producti on and manufacturi ng cost is high,

14、 the advertisi ng expe nses, product sales price is on the high side, sales is limited, the enterprise may not usually profit, instead of losses.2. The second stage: growthWhen entering into products, sales success, entered the growth The product is growing by test results, the buyer accepted gradua

15、lly products. This is the demand growth stage, rapidly rising dema nd and sales. Production cost greatly, rapid growth in profits. Meanwhile, the competitor will see profitable, participate in the competiti on, to enter the market similar products supply, price in creases, the en terprise profit gro

16、wth subordi nate gradually slow dow n, fin ally reached the highest profit life cycle.Stage 3: matureThe product into mass production and stable to enter the market sale, after growing, with the purchase of the products after tends to in crease, and market dema nd. At this time, and more stan dardiz

17、ed products, low cost and production. Sales growth to slow down, because until the competition between enterprises in similar products to in crease in product quality, specificati ons, desig n, packagi ng, etc, increasi ng in vestme nt in degree in creased cost.Stage 4: a recessionThe product is en

18、tered the kno ckout stage. With the development of scie nee and tech no logy and spe nding habits change wait for a reason, product sales and profit continued to decline, the products on the market has aging, cannot adapt the market dema nd, the market has better performs nee and other low price of

19、new products, to meet the needs of the consumers. Now the enterprise will cost is higher due to be unprofitable and gradually stop production, the product life cycle, and also has ended last completely withdrawn from the market.The product life cycle is a very imports nt concept, and en terprises to

20、 develop product strategy and promoti on strategies have direct con tact. Man agers want to make his products have a long eno ugh to make sales cycle, the profit to compensate for the products in all the efforts and through all risks, we must carefully study and application of the product life cycle

21、 theory, in addition, the product life cycle is used to describe the product promotion personnel market operation methods and powerful tool. However, in the process of developing marketing strategy, product life cycle, but seemed too, because the strategy is the product life cycle and the reasons of

22、 the current products, can make the person thinks of the best promotion strategy, in addition, whe n the product performs nee in the predicti on of the product life cycle use also is restricted.There are four stages in product life cycle. These are:StageCharacteristics1. Market introduction stagecos

23、ts are highslow sales volumes to startlittle or no competitiondemand has to be createdcustomers have to be prompted to try the productmakes no money at this stage2. Growth stagecosts reduced due to economies of scalesales volume in creases sign ifica ntly profitability begins to rise public awarenes

24、s in creases competiti on begi ns to in crease with a few new players in establishing marketin creased competiti on leads to price decreases4costs are lowered as a result of production volumes increasing and experienee curve effectssales volume peaks and market saturation is reached3. Maturity stage

25、in crease in competitors entering themarketprices tend to drop due to the proliferation of competing productsbrand differentiation and feature diversification isemphasized to maintai n or in crease market shareIndustrial profits go downcosts become counter-optimalsales volume decline or stabilize pr

26、ices, profitabilitydiminish4. Saturation and decline stageprofit becomes more a challenge of production/distribution efficiency thanin creased salesLessons of the product life cycle (PLC)It is claimed that every product has a life period, it is launched, it grows, and at some point, may die. A fair

27、comment is that - at least in the short term not all products or services die. Jeans may die, but clothes probably will not. Legal services or medical services may die, but depending on the social and political climate, probably will not.Eve n though its validity is questi on able, it can offer a us

28、eful fmode r for man agers to keep at the back of their mind. Indeed, if their products are in the introductory or growth phases, or in that of decline, it perhaps should be at the front of their mind; for the predominant features of these phases may be those revolving around such life and death. Between these two extremes, it is salutary for them to have that vision of mortality in front of them.However, the most important aspect of product life-cycles is that, even under normal conditions, to all practical intents and purposes they often do not exist (henee, there needs t