What marketing strategy should the company adopt during the investment period of the product life cy

Characteristics and Marketing Strategies of the Introduction Period The introduction phase refers to the initial sales period when a new product is officially launched for the first time. The main characteristics of this stage are: product technology and performance are not perfect; The production batch is small, the trial production cost is large, and the product cost is high; Users don't know much about the product, the sales volume is small, a lot of advertising is required, and the promotion cost is large; The business has little or no profit, or even a loss; There are fewer competitors in the market, etc.

According to these characteristics, the focus of enterprise marketing is to improve the vitality of new products, so that the products can be accepted by users as soon as possible, and promote their transition to the development period. There are generally four strategies to choose from in the import phase: High strategy.

That is, to launch new products with high and high costs, so as to seize the first place and quickly occupy the market. The market conditions for adopting this strategy are: customers who already know this new product are eager to be new and willing to come out; Enterprises are threatened by potential competitors and urgently need to establish a famous brand as soon as possible.

Low strategy. That is, to launch new products with high prices and low costs. Through the combination of the two, in order to obtain greater profits from the market.

The market conditions under which this strategy is implemented are: relatively limited market capacity; The product is indeed famous, high-quality and new, and the elasticity of demand is small, and those who need it are willing to give; The threat of potential competition is not great. Low price high ** strategy.

That is, to vigorously launch new products with low and high costs. This strategy allows the product to enter the market as quickly as possible and allows the company to obtain the maximum market share. The market conditions for this strategy are:

The market capacity is quite large; The elasticity of demand is large, and consumers are not very familiar with this product, but they are very sensitive to it; The potential competition is fierce, etc. Low price and low ** strategy. That is, to launch new products with low and low costs.

The purpose of low price is to enable consumers to quickly accept new products, and low ** fees can enable enterprises to obtain more profits and enhance competitiveness. The market conditions for the implementation of this strategy are: large market capacity; Consumers are more familiar with the product and more sensitive to it; There are quite a few potential contenders, etc.

The product market life cycle refers to the time experienced by a product from the successful development and launch of the market, through the growth and maturity stages, and finally to the decline and obsolescence.

The product life cycle is a very important concept. It is the basis for enterprises to formulate marketing strategies, and the market life of products, the service life of products and the economic life of products are several different concepts.

The market strategy to choose from is: Rapid Grab Strategy. Take the highest standard and high ** cost, in order to achieve the first priority, seize the market, and quickly obtain profits.

A typical product life cycle can be divided into four stages: introduction period, growth period, maturity period and decline period.

1) Import period. This product began to be marketed in the stage of excavation, at this stage, the popularity of the product is not high, and sales growth is slow. In order to open up the situation, enterprises have to invest a lot of publicity costs, therefore, this stage of the product will not bring huge profits to the enterprise.

2) Growth period. At this stage, the popularity of the product rises rapidly, the sales growth rate also rises at a relatively fast rate, the profit increases significantly, and similar products of competitors may also slowly emerge.

3) Maturity period. At this stage, the products are mass-produced and sold, and the sales and profits are weak after reaching the peak, and begin to slowly fall, the market competition is unprecedentedly fierce, and the cost of products tends to decline. However, in the later stages of maturity, marketing expenses begin to gradually increase.

4) Recession period. Sales growth rates are negative, profits are getting smaller, competition is intensifying, and alternatives to products are emerging. As space margins become smaller and smaller, products will gradually be withdrawn from the market.

Summary. Take a product as an example, briefly explain that when the product is in the growth stage of its life cycle, the marketing answer that a business should take is that when the product is in the best-selling period of its life cycle, costs are reduced, sales and profits are increasing rapidly, and competitors begin to step in. During this period, the most important task for producers is to maintain good product quality and service quality, so that this upward momentum can be maintained as long as possible and not overtaken by competitors.

Don't rush for quick success because the product sells well, one-sided pursuit of output and profits, and don't sit back and relax, let competitors attack it unprepared. To promote the growth of the market, companies can adopt the following strategies:

1) Expand the target market and actively explore new market segments;

2) The focus of advertising has shifted from establishing product awareness to the promotion of brands and trademarks, so that people have a good impression of the product, and have a good impression and preference;

3) Adding new distribution channels or strengthening distribution channels.

Take a product as an example, briefly illustrate the marketing that a business should take when the product is in the growth stage of its life cycle.

Take a product as an example, briefly explain that when the product is in the growth stage of its life cycle, the marketing answer that the enterprise should take is that when the product is in the best-selling period of its life cycle, the cost is reduced, sales and profits are increasing rapidly, and competitors begin to step in. During this period, the most important task for producers is to maintain good product quality and service quality, so that this upward momentum can be maintained as long as possible and not overtaken by competitors. Don't rush for quick success because of the best-selling products, one-sided pursuit of output and profits, and don't sit back and talk about big worries, so that competitors are unprepared.

In order to promote the growth of the market, enterprises can adopt the following strategies: Bifan (1) expand the target market and actively explore new market segments; 2) The focus of advertising has shifted from establishing product awareness to the promotion of brands and trademarks, so that people have a good impression of the product, and have a good impression and preference; 3) Adding new distribution channels or strengthening distribution channels.

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1) The market is vast, and most of the products are convenience products. (2) The product information must be notified to the majority of consumers as soon as possible. (3) The initial demand for products has shown a favorable trend, and the market demand is rising day by day.

4) The product has unique properties, and the difference from other products is obvious. (5) Products that can arouse a certain special emotion of consumers. (6) There are sufficient funds for advertising to sue Tongkai.

Answer]: a, b, c, d, e

ABCDE [Analysis] The introduction period refers to the initial stage when a bank's products are put into the market, that is, the trial marketing stage. The characteristics of this stage are: customers do not know much about bank products, have little desire to buy, and the bank spends a lot of money on advertising.

The growth period refers to the stage when bank products are sold through trial marketing and transferred to batch production and sales expansion. Customers already have a certain understanding of the product disruption, and the bank's advertising costs have decreased slightly; Product sales are showing a rapid upward trend, banks.

Profits are constantly increasing. The maturity period refers to the period when the sales of banking products in the market have reached saturation, and this stage is characterized by the fact that the banking products have been widely accepted by customers, and the growth of sales volume has shown a downward trend.

A recession period is a period when a bank's products are unsalable and tend to be phased out. This period is characterized by the emergence of a large number of alternative products on the market, the reduction of the use of old products by many customers, the sharp decline in product sales, and the dwindling profits of banks.

Answer]: a, b, c, d, e

The introduction period refers to the initial stage of the bank's products being put into the market, i.e., the trial marketing stage. This stage is characterized by the fact that the customer does not know much about the bank's products, has little desire to buy, and the bank spends a lot of money on advertising.

The growth period refers to the stage when bank products are sold through trial marketing, and are transferred to batch production and sales expansion, which is characterized by the following: bank products have been basically finalized, and research and development costs can be reduced; Customers have a certain understanding of the product, and the bank's advertising costs have decreased slightly; The sales volume of the product is rising rapidly, and the profits of banks are increasing. The maturity period refers to the period when the sales of banking products in the market have reached saturation, and this stage is characterized by:

Banking products have been widely accepted by customers, and the growth of sales volume has shown a downward trend. A recession period is a period when a bank's products are unsalable and tend to be phased out. This stage is characterized by:

A large number of substitute products have appeared on the market, and many customers have reduced the use of old products, product sales have dropped sharply, and bank profits are decreasing. Therefore, ABCDE should be selected for this question.