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不久前，我寫過這篇 product lifecycle analysis 的論文.
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已修改過的。。。
3.產(chǎn)品不同生命周期中廣告的作用
產(chǎn)品生命周期是指產(chǎn)品從進(jìn)入市場(chǎng)到最后被淘汰退出市場(chǎng)的全過程。典型的產(chǎn)品生命周期包括四個(gè)階段:導(dǎo)入期、成長(zhǎng)期、成熟期和衰退期。在前面三個(gè)的階段，使用不同的廣告策略對(duì)延緩其衰退期起到不容忽視的作用。
The effects of advertising at different stages of the product life cycle
The product life cycle demonstrates the entire process of a product from its introduction to the market to its exit from the market. A regular example of the product life cycle consists of four stages: introduction, growth, maturity and decline. The advertising strategies used in the first three stages have important consequences in the extension of the product’s remaining life in decline phrase.
3.1產(chǎn)品導(dǎo)入期
產(chǎn)品導(dǎo)入期是新產(chǎn)品正式投放市場(chǎng)的時(shí)期。在此階段,消費(fèi)者對(duì)新產(chǎn)品較陌生,缺乏全面了解和信任。所以在此階段，充分利用不同的媒介組合，對(duì)全新的產(chǎn)品概念進(jìn)行廣告宣傳,以培育產(chǎn)品市場(chǎng)認(rèn)知度及提升產(chǎn)品知名度尤其重要。誘導(dǎo)消費(fèi)者對(duì)新產(chǎn)品產(chǎn)生初步印象和需求, 愿意嘗試新產(chǎn)品并逐漸接受新產(chǎn)品。
Product introduction period
Product introduction period begins at the launch of a new product into the market. In this period, the consumers lack knowledge and confidence in the new product and the product needs time to find acceptance by the consumers too. Therefore at this stage, effective use of a combination of different media is required to increase awareness on the concept of the new product with essential focus placed on the enhancing the recognition and impression of the product. This is done to attract initial attention and stipulation of the consumers’ so as to draw upon their willingness to experiment with the new product and eventually increasing their acceptance of it.
此時(shí)偏重于功能宣傳的廣告訴求,可培育出該產(chǎn)品的消費(fèi)先驅(qū),即前期購(gòu)買者。例如寶潔公司的廣告宣傳, 剛向市場(chǎng)推出海飛絲去頭屑、飄柔令頭發(fā)光滑柔順等, 就是強(qiáng)調(diào)產(chǎn)品的獨(dú)特功效, 從而迅速提高產(chǎn)品知名度, 引起消費(fèi)者注意, 激起購(gòu)買欲。從而達(dá)到快速占領(lǐng)市場(chǎng)、影響產(chǎn)品認(rèn)知、初步提升品牌知名度的目的,為產(chǎn)品以后的發(fā)展打下良好的基礎(chǔ)。
If a great deal of concentration is placed on advertising about the functions of the new product at this time, it can stimulate the commencement of the product’s consumption hence the pioneer batch of consumers. For an example, the advertisements of Procter & Gamble for its new products with Head and Shoulder focusing on its anti-dandruff function and Rejoice focusing on its smooth and silky functions. This is done to give emphasis on the unique efficacy of these products in order to catch the attention of the consumers hence arousing the desire to purchase. From here, the company can increase market share rapidly, boosting product’s awareness, augmenting product’s recognition and build solid foundation for the future growth of the product.
3.2產(chǎn)品成長(zhǎng)期
產(chǎn)品成長(zhǎng)期是產(chǎn)品逐漸或迅速被消費(fèi)者了解并接受, 大多數(shù)消費(fèi)者開始追隨, 產(chǎn)品銷售量快速增長(zhǎng)的階段; 但此時(shí)新的競(jìng)爭(zhēng)者進(jìn)入市場(chǎng), 市場(chǎng)競(jìng)爭(zhēng)開始激烈, 同類產(chǎn)品的差異性縮小, 產(chǎn)品價(jià)格降低。
Product growth period
Product introduction period occurs when the product is either slowly or rapidly accepted by the consumers and the initialisation of brand loyalty. Sales of the product will rise significantly in this period but at the same time new competitors will enter the market hence intensifying competitive rivalry. Differentiations between similar products will diminish and prices will start to fall.
在此階段，描繪品牌形象比強(qiáng)調(diào)產(chǎn)品的具體功能特征重要得多，企業(yè)可通過提升品牌形象,占領(lǐng)有利的市場(chǎng)位置。如果品牌與消費(fèi)者建立了某種情感上的聯(lián)系, 那么消費(fèi)者會(huì)慢慢被感化。而廣告是爭(zhēng)取社會(huì)公眾對(duì)本產(chǎn)品的正確、全面了解,提高產(chǎn)品美譽(yù)度,樹立良好的品牌形象的最快最重要的實(shí)現(xiàn)載體。
So, it is more important to concentrate on branding rather than product’s functions. Companies can base on enhancing brand image to gain competitive advantage in market position. For example, once a relationship is forged between the brand and the consumers, brand loyalty can be established. Advertising is the fastest and most critical method used to achieve full faucet of understanding from the public to increase the reputation of the product and create a good brand image.
由于品牌廣告效應(yīng)有所顯現(xiàn), 消費(fèi)者口碑發(fā)揮重要作用, 新顧客在老顧客傳遞的口碑信息中不斷加入購(gòu)買者行列。例如萬(wàn)寶路運(yùn)用品牌形象策略, 通過品牌形象與消費(fèi)者建立情感聯(lián)系, 從而使其成為全球第一香煙品牌。
It is obvious to know that word of mouth from the consumers has effective consequences on advertising. New customers will join the ranks of consumers based on the recommendations of the original customers. For an example, Marlboro branding’s strategy. Using the relationship fostered between the brand and the consumers, it has become the top brand of cigarettes in the world.
3.3產(chǎn)品成熟期
產(chǎn)品成熟期是產(chǎn)品在市場(chǎng)上已經(jīng)被廣泛了解接受, 產(chǎn)品銷售量達(dá)到最大，市場(chǎng)進(jìn)入相對(duì)飽和狀態(tài), 潛在顧客已很少, 產(chǎn)品銷售增長(zhǎng)非常緩慢的階段。而市場(chǎng)上出現(xiàn)更多的競(jìng)爭(zhēng)對(duì)手,市場(chǎng)競(jìng)爭(zhēng)更加激烈,利潤(rùn)下降。
Product maturity period
The product has been widely accepted and used in the market and its sales volume has reached the maximum capacity. Mature market becomes stable with little potential new customers and the growth of its sales volume is increasing very gradually. More competitors are entering the market with rivalry competition further intensifying hence reducing profitability of the product.
此階段采取維持性、提醒性及競(jìng)爭(zhēng)性廣告策略,廣告宣傳重點(diǎn)放在品牌和企業(yè)形象的宣傳上,提高品牌和企業(yè)美譽(yù)度,培養(yǎng)品牌忠誠(chéng)者,可吸引更多消費(fèi)者重復(fù)購(gòu)買該產(chǎn)品。廣告宣傳要注意顯示和凸現(xiàn)出品牌之間的區(qū)別。而增加促銷廣告對(duì)銷售也會(huì)起到推波助瀾的作用。
At this stage, the strategy of protraction, reminding consumers should be used in conjunction with advertisements against competitors. Focus is placed on branding and corporate image increasing the reputation of both the brand and the image of the company so as to activate brand loyalty to attract consumers to repurchase the product. Advertisements should highlight the differences between dissimilar brands and increasing promotional advertisements will also play a role in enhancing sales volumes.
通過以上廣告對(duì)企業(yè)、消費(fèi)者、以及產(chǎn)品不同生命周期中所起的作用的分析，我們可以了解到廣告在一個(gè)產(chǎn)品實(shí)現(xiàn)銷售的過程中，所起的作用是不可忽視的，有時(shí)甚至可以說是至關(guān)重要。當(dāng)然廣告也并不是解決銷售問題的萬(wàn)能藥，若產(chǎn)品本身有問題，銷售只會(huì)成為短期現(xiàn)象，失實(shí)廣告的負(fù)面影響也可能會(huì)讓一個(gè)企業(yè)倒閉。但縱觀市場(chǎng)競(jìng)爭(zhēng)激烈的今天，廣告是不可或缺的銷售輔助手段，遵循市場(chǎng)經(jīng)濟(jì)的游戲規(guī)則，好好地利用它，會(huì)事半功倍。
Based on the above analysis of the effects that advertisements have on the companies, consumers and products at different stages of their life cycle, we can conclude that advertising is fundamental in process of the product’s realisation of sales and detrimental to the product. Advertising is not the single solution to all the problems in marketing. If there is a problem with the product itself, sales will only be temporary and false advertising can generate bad publicity for a company as well as inducing bankruptcy. Taking into consideration of today’s highly competitive market, advertising is an indispensable marketing tool. Adhering to the market’s economy and set of regulations, making good use of advertising methods and strategies will bring better results using lesser efforts.
文字翻譯如下：
3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
3. In different life cycle of product, the advertisement effect product life cycle is to refer to from entering a marketplace to the marketplace's being removed from finally quilt being sifted out complete process of product. The representative product life cycle includes four stages: Leading-in expects , becomes the long range , maturation period and degenerating stage. In three front stages, use different advertisement tactics to play ignore to Burong role to delaying whose degenerating stage. That 3.1 product leading-in expect product leading-in scheduled time is that the new product is formal put into circulation the marketplace period. Here stage , consumer the new product is face to face stranger , is short of all-round .know about and trust. Here stage , the different intermediary of make full use of constitute reason why , the concept carries out an advertising on brand-new product , notability is especially important in order to cultivating product marketplace cognition degree and hoisting a product. Guide a consumer to produce first step impression and need to the new product , be ready to attempt a new product and accept a new product gradually. Be inclined to expanding propagating in the function now telling a demand , may cultivate out the consumption forerunner who is a product's turn , be been to buy person in the earlier stage. Advertising of for example P&G, just debut the sea to the marketplace flying silk goes to soft order hair is glossy before trifling , floating gentle and agreeable and so on, be the distinctive effect emphasizing a product, thereby prompt improve product notability , arouse a consumer paying attention to , evoke a desire to buy. Achieve the brand notability capturing a marketplace rapidly , affecting product cognition , first step lifting's purpose thereby , be that product development of hereafter lays down fine basis. That 3.2 products become the long range product becoming a long range is a product gradually or the prompt quilt consumer knows to follow and take on , great majority consumers begin, stage that product sales volume increases rapidly; But the new competitor enters a marketplace now , market competition go ahead is fierce, the same kind product difference decreases , the product price reduces. Here the stage , the image describing a brand are much more important than the concrete function characteristic emphasizing a product , enterprise may pass the lifting brand image , capture advantageous marketplace location. If the brand and the consumer have built some connection on kind of emotion,the consumer is able to be helped to change slowly so. Advertisement is to strive for society the public rightness to the product , to know , improve the product good reputation degree all round but , set up the quickest the most important fine brand image realization carrier. Since the brand advertisement effect appears to some extent, consumer public praise brings the important effect into play , the new customer adds the ranks buying person unceasingly in public praise transferring in regular customer information. For example Marlboro wields brand image tactics , makes the person become the whole world the first cigarettes brand thereby by the fact that the brand image and the consumer build an emotional tie. 3.3 product maturation periods products maturation period is that the product is already accepted on the marketplace by broad .know about , product sales volume reaches a maximum , the marketplace enters relative saturation state , the lurking customer the production marketing increases already seldom, the very slow stage. But more competitors appear , market competition is especially fierce , profit comes down on the marketplace. This stage adopts maintain , warns of nature and competitiveness advertisement tactics, advertising priority readjusts oneself to a certain extent on the brand and the enterprise image propagating, improve the brand and the enterprise good reputation degree , train a brand faithful person, may attract more consumers repeating purchase that product. The advertising needs to pay attention to demonstrating and bulging the difference between brand appearing. But increase by to selling the effect also may arrive at up adding fuel to the flame promoting the sales of advertisement. Lead to
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3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
翻譯；.產(chǎn)品不同生命周期中廣告的作用
產(chǎn)品生命周期是指產(chǎn)品從進(jìn)入市場(chǎng)到最后被淘汰退出市場(chǎng)的全過程。典型的產(chǎn)品生命周期包括四個(gè)階段:導(dǎo)入期、成長(zhǎng)期、成熟期和衰退期。在前面三個(gè)的階段，使用不同的廣告策略對(duì)延緩其衰退期起到不容忽視的作用。
3.1產(chǎn)品導(dǎo)入期
產(chǎn)品導(dǎo)入期是新產(chǎn)品正式投放市場(chǎng)的時(shí)期。在此階段,消費(fèi)者對(duì)新產(chǎn)品較陌生,缺乏全面了解和信任。所以在此階段，充分利用不同的媒介組合，對(duì)全新的產(chǎn)品概念進(jìn)行廣告宣傳,以培育產(chǎn)品市場(chǎng)認(rèn)知度及提升產(chǎn)品知名度尤其重要。誘導(dǎo)消費(fèi)者對(duì)新產(chǎn)品產(chǎn)生初步印象和需求,愿意嘗試新產(chǎn)品并逐漸接受新產(chǎn)品。
此時(shí)偏重于功能宣傳的廣告訴求,可培育出該產(chǎn)品的消費(fèi)先驅(qū),即前期購(gòu)買者。例如寶潔公司的廣告宣傳,剛向市場(chǎng)推出海飛絲去頭屑、飄柔令頭發(fā)光滑柔順等,就是強(qiáng)調(diào)產(chǎn)品的獨(dú)特功效,從而迅速提高產(chǎn)品知名度,引起消費(fèi)者注意,激起購(gòu)買欲。從而達(dá)到快速占領(lǐng)市場(chǎng)、影響產(chǎn)品認(rèn)知、初步提升品牌知名度的目的,為產(chǎn)品以后的發(fā)展打下良好的基礎(chǔ)。
3.2產(chǎn)品成長(zhǎng)期
產(chǎn)品成長(zhǎng)期是產(chǎn)品逐漸或迅速被消費(fèi)者了解并接受,大多數(shù)消費(fèi)者開始追隨,產(chǎn)品銷售量快速增長(zhǎng)的階段;但此時(shí)新的競(jìng)爭(zhēng)者進(jìn)入市場(chǎng),市場(chǎng)競(jìng)爭(zhēng)開始激烈, 同類產(chǎn)品的差異性縮小,產(chǎn)品價(jià)格降低。
在此階段，描繪品牌形象比強(qiáng)調(diào)產(chǎn)品的具體功能特征重要得多，企業(yè)可通過提升品牌形象,占領(lǐng)有利的市場(chǎng)位置。如果品牌與消費(fèi)者建立了某種情感上的聯(lián)系,那么消費(fèi)者會(huì)慢慢被感化。而廣告是爭(zhēng)取社會(huì)公眾對(duì)本產(chǎn)品的正確、全面了解,提高產(chǎn)品美譽(yù)度,樹立良好的品牌形象的最快最重要的實(shí)現(xiàn)載體。由于品牌廣告效應(yīng)有所顯現(xiàn),消費(fèi)者口碑發(fā)揮重要作用,新顧客在老顧客傳遞的口碑信息中不斷加入購(gòu)買者行列。例如萬(wàn)寶路運(yùn)用品牌形象策略,通過品牌形象與消費(fèi)者建立情感聯(lián)系,從而使其成為全球第一香煙品牌。
3.3產(chǎn)品成熟期
產(chǎn)品成熟期是產(chǎn)品在市場(chǎng)上已經(jīng)被廣泛了解接受,產(chǎn)品銷售量達(dá)到最大，市場(chǎng)進(jìn)入相對(duì)飽和狀態(tài),潛在顧客已很少,產(chǎn)品銷售增長(zhǎng)非常緩慢的階段。而市場(chǎng)上出現(xiàn)更多的競(jìng)爭(zhēng)對(duì)手,市場(chǎng)競(jìng)爭(zhēng)更加激烈,利潤(rùn)下降。
此階段采取維持性、提醒性及競(jìng)爭(zhēng)性廣告策略,廣告宣傳重點(diǎn)放在品牌和企業(yè)形象的宣傳上,提高品牌和企業(yè)美譽(yù)度,培養(yǎng)品牌忠誠(chéng)者,可吸引更多消費(fèi)者重復(fù)購(gòu)買該產(chǎn)品。廣告宣傳要注意顯示和凸現(xiàn)出品牌之間的區(qū)別。而增加促銷廣告對(duì)銷售也會(huì)起到推波助瀾的作用。
通過以上廣告對(duì)企業(yè)、消費(fèi)者、以及產(chǎn)品不同生命周期中所起的作用的分析，我們可以了解到廣告在一個(gè)產(chǎn)品實(shí)現(xiàn)銷售的過程中，所起的作用是不可忽視的，有時(shí)甚至可以說是至關(guān)重要。當(dāng)然廣告也并不是解決銷售問題的萬(wàn)能藥，若產(chǎn)品本身有問題，銷售只會(huì)成為短期現(xiàn)象，失實(shí)廣告的負(fù)面影響也可能會(huì)讓一個(gè)企業(yè)倒閉。但縱觀市場(chǎng)競(jìng)爭(zhēng)激烈的今天，廣告是不可或缺的銷售輔助手段，遵循市場(chǎng)經(jīng)濟(jì)的游戲規(guī)則，好好地利用它，會(huì)事半功倍。
(*^__^*) 嘻嘻……
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★★ ★ ★★
☆☆ 祝你快樂！ ☆☆
★★ ★★
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★★ ★★
☆☆
主要看斷句了，請(qǐng)參考：
3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
在這問還不都那軟件胡弄你。
3.In the life cycle of the product dissimilarity advertisement of function
Product life cycle is product from get into a market to be eliminate till the last to withdraw a market of whole process.Typical model of the product life cycle include four stage: ducting period, growth period, mature period and decline period.Fore stage with three noodles, usage dissimilarity of advertisement strategy to defer it decline the period have already allowed of no to neglect of function.
3.1 product ducting period
Product ducting period is new product formal throw in a market of period.At this stage, consumer rightness new the product be more unfamiliar and lack overall understanding and trust.So at this stage, full make use of dissimilarity of medium combination, carry on an advertisement publicity to the all new product concept to grow a product market cognition and promote product popularity particularly importance.Induce consumer rightness new product creation first step impression and need, would like to try new product combine gradual accept new product.
The advertisement being over-emphasize in function publicity at this time claim, can grow that a product of consume pioneer, namely front period purchase.For example the advertisement of the Bao3 Jie2 company publicity, just released sea to fly silk scraps to the head and floated toward the market soft make the hair smooth and meek etc., be the special effect which emphasize a product, thus quick exaltation product popularity, cause consumer attention, arise to purchase desire.Attain thus fast capture a market, influence product cognition, first step promote the purpose of brand popularity, is later for product of development the dozen descend good foundation.
3.2 products become long-term
Product growth period is a product gradual or quick were understand by the consumer be alongside of to be subjected to, majority the consumer start follow, the product sale quantity be fast growth of stage;But new at this time of the competitor get into a market, market competition beginning vehemence, the difference of the same kind product contract and the price of article lower.
At this stage, describe brand image is more concrete than emphasizing a product of function characteristic importance get many, the business enterprise can pass to promote brand image and capture beneficial market position.If brand and consumer establishment the contact of a certain emotion, so the consumer will be reform slowly.But advertisement is fight for a society public to this product of exactitude, overall understanding, exaltation product good reputation degree, set up good brand image the quickest most importance of realization carry a body.Because brand advertisement the effect have to present, the consumer public praise be exertive importance function, new the customer continuously join to purchase in the old customer deliver of the public praise information row or column.For example ten thousand treasure road image strategy of the usage brand, pass brand image and consumer establishment emotion contact, make thus it become world one cigarette brand.
3.3 product mature period
Product's is mature period is a product at on the market already drive extensive understanding accept, the product sale quantity attain biggest, the market get into opposite saturation appearance, latent customer already few, product sale growth very slow-moving of stage.But appear more rival on the market, market competition more vehemence, the profits descend.
This stage adopt maintenance and remind sex and competition advertisement
終于打完了！！！！！！！！！！
薄清17650242639： 急急急!!!幫忙翻譯英語(yǔ).高手進(jìn) -
瀘西縣輸入： ______ Working hours, Chinatown, Pisa, credit cards, passport number
薄清17650242639： 求英語(yǔ)高手翻譯、真心求、急死 - . -
瀘西縣輸入： ______ It was on sunday night that she was worried about the competition,while she still didn't know how to compose a piece of speech. Then Nancy replied:＂Since you'd like to do it,why not make out something new that can make people feel exited and ...
薄清17650242639： 求英語(yǔ)高手幫我翻譯,,,急急急!!!
瀘西縣輸入： ______ Xinhua District, Pingdingshan Limin Fuli Chang, Pingdingshan Municipal Construction Market Road No. 21 North Street School, as well as metal processing machinery spare parts and services
薄清17650242639： 急急急!翻譯高手請(qǐng)幫幫忙! -
瀘西縣輸入： ______ 1. I just want to be your bride. 2. Holding hands. Sanzhao Step 3. I want to.'s Quiet life
薄清17650242639： 求高手幫助翻譯成英文,語(yǔ)氣要委婉,多謝~~~~急急急!!! -
瀘西縣輸入： ______ We'll correct and effective communication with the customers, to avoid the expensive department once again in trouble. And we will be in accordance with the requirements of your company shorten delivery, ensure that this will make them happy, ...
薄清17650242639： 漢譯英啊..高分跪求英語(yǔ)高手 -
瀘西縣輸入： ______ War on the human impact is enormous. In the war disaster is multiple.First of all, the war on a country's economic impact on the devastating damageSecondly, the war to...
薄清17650242639： 英語(yǔ)高手進(jìn)..急急急,漢譯英 -
瀘西縣輸入： ______ 1.他每個(gè)月理一次發(fā). He has his hair cutting every month.(復(fù)合賓語(yǔ)結(jié)構(gòu)) 2.那可怕的聲音把孩子嚇哭了. That horrible sound frightened the child crying.(復(fù)合賓語(yǔ)結(jié)構(gòu)) 3.男孩子們都在看士兵們操練. The boys are watching the soldiers ...
薄清17650242639： 急急急!!英語(yǔ)高手來幫我翻譯一下
瀘西縣輸入： ______ 1 Keep quiet. 2 You are allowed to borrow 4 books a day, but you cann't lend them to others. 3 Return the book in time. 4 Leave the library before 6 o'clock in the afternoon. 5 Huangshan is in the south of Anhui Province.It is a famous tourist attraction...
薄清17650242639： 急急急!哪個(gè)英語(yǔ)高手幫我翻譯一下
瀘西縣輸入： ______ Perhapsour生活和deathis使Orweeachgost raightto病房的事 ...
薄清17650242639： 翻譯成英文 幫幫忙,急急急啊跪求
瀘西縣輸入： ______ 1. Monkeys, like human beings will be able to pass something to another monkey, monkeys really smart 2. Elephant ivory will stick with its pick-up 3. Pandas can climb trees and eat bamboo 4. A lot of tourists watching the animal show, and my heart very happy
今晚，我回家后給你貼上。
已修改過的。。。
3.產(chǎn)品不同生命周期中廣告的作用
產(chǎn)品生命周期是指產(chǎn)品從進(jìn)入市場(chǎng)到最后被淘汰退出市場(chǎng)的全過程。典型的產(chǎn)品生命周期包括四個(gè)階段:導(dǎo)入期、成長(zhǎng)期、成熟期和衰退期。在前面三個(gè)的階段，使用不同的廣告策略對(duì)延緩其衰退期起到不容忽視的作用。
The effects of advertising at different stages of the product life cycle
The product life cycle demonstrates the entire process of a product from its introduction to the market to its exit from the market. A regular example of the product life cycle consists of four stages: introduction, growth, maturity and decline. The advertising strategies used in the first three stages have important consequences in the extension of the product’s remaining life in decline phrase.
3.1產(chǎn)品導(dǎo)入期
產(chǎn)品導(dǎo)入期是新產(chǎn)品正式投放市場(chǎng)的時(shí)期。在此階段,消費(fèi)者對(duì)新產(chǎn)品較陌生,缺乏全面了解和信任。所以在此階段，充分利用不同的媒介組合，對(duì)全新的產(chǎn)品概念進(jìn)行廣告宣傳,以培育產(chǎn)品市場(chǎng)認(rèn)知度及提升產(chǎn)品知名度尤其重要。誘導(dǎo)消費(fèi)者對(duì)新產(chǎn)品產(chǎn)生初步印象和需求, 愿意嘗試新產(chǎn)品并逐漸接受新產(chǎn)品。
Product introduction period
Product introduction period begins at the launch of a new product into the market. In this period, the consumers lack knowledge and confidence in the new product and the product needs time to find acceptance by the consumers too. Therefore at this stage, effective use of a combination of different media is required to increase awareness on the concept of the new product with essential focus placed on the enhancing the recognition and impression of the product. This is done to attract initial attention and stipulation of the consumers’ so as to draw upon their willingness to experiment with the new product and eventually increasing their acceptance of it.
此時(shí)偏重于功能宣傳的廣告訴求,可培育出該產(chǎn)品的消費(fèi)先驅(qū),即前期購(gòu)買者。例如寶潔公司的廣告宣傳, 剛向市場(chǎng)推出海飛絲去頭屑、飄柔令頭發(fā)光滑柔順等, 就是強(qiáng)調(diào)產(chǎn)品的獨(dú)特功效, 從而迅速提高產(chǎn)品知名度, 引起消費(fèi)者注意, 激起購(gòu)買欲。從而達(dá)到快速占領(lǐng)市場(chǎng)、影響產(chǎn)品認(rèn)知、初步提升品牌知名度的目的,為產(chǎn)品以后的發(fā)展打下良好的基礎(chǔ)。
If a great deal of concentration is placed on advertising about the functions of the new product at this time, it can stimulate the commencement of the product’s consumption hence the pioneer batch of consumers. For an example, the advertisements of Procter & Gamble for its new products with Head and Shoulder focusing on its anti-dandruff function and Rejoice focusing on its smooth and silky functions. This is done to give emphasis on the unique efficacy of these products in order to catch the attention of the consumers hence arousing the desire to purchase. From here, the company can increase market share rapidly, boosting product’s awareness, augmenting product’s recognition and build solid foundation for the future growth of the product.
3.2產(chǎn)品成長(zhǎng)期
產(chǎn)品成長(zhǎng)期是產(chǎn)品逐漸或迅速被消費(fèi)者了解并接受, 大多數(shù)消費(fèi)者開始追隨, 產(chǎn)品銷售量快速增長(zhǎng)的階段; 但此時(shí)新的競(jìng)爭(zhēng)者進(jìn)入市場(chǎng), 市場(chǎng)競(jìng)爭(zhēng)開始激烈, 同類產(chǎn)品的差異性縮小, 產(chǎn)品價(jià)格降低。
Product growth period
Product introduction period occurs when the product is either slowly or rapidly accepted by the consumers and the initialisation of brand loyalty. Sales of the product will rise significantly in this period but at the same time new competitors will enter the market hence intensifying competitive rivalry. Differentiations between similar products will diminish and prices will start to fall.
在此階段，描繪品牌形象比強(qiáng)調(diào)產(chǎn)品的具體功能特征重要得多，企業(yè)可通過提升品牌形象,占領(lǐng)有利的市場(chǎng)位置。如果品牌與消費(fèi)者建立了某種情感上的聯(lián)系, 那么消費(fèi)者會(huì)慢慢被感化。而廣告是爭(zhēng)取社會(huì)公眾對(duì)本產(chǎn)品的正確、全面了解,提高產(chǎn)品美譽(yù)度,樹立良好的品牌形象的最快最重要的實(shí)現(xiàn)載體。
So, it is more important to concentrate on branding rather than product’s functions. Companies can base on enhancing brand image to gain competitive advantage in market position. For example, once a relationship is forged between the brand and the consumers, brand loyalty can be established. Advertising is the fastest and most critical method used to achieve full faucet of understanding from the public to increase the reputation of the product and create a good brand image.
由于品牌廣告效應(yīng)有所顯現(xiàn), 消費(fèi)者口碑發(fā)揮重要作用, 新顧客在老顧客傳遞的口碑信息中不斷加入購(gòu)買者行列。例如萬(wàn)寶路運(yùn)用品牌形象策略, 通過品牌形象與消費(fèi)者建立情感聯(lián)系, 從而使其成為全球第一香煙品牌。
It is obvious to know that word of mouth from the consumers has effective consequences on advertising. New customers will join the ranks of consumers based on the recommendations of the original customers. For an example, Marlboro branding’s strategy. Using the relationship fostered between the brand and the consumers, it has become the top brand of cigarettes in the world.
3.3產(chǎn)品成熟期
產(chǎn)品成熟期是產(chǎn)品在市場(chǎng)上已經(jīng)被廣泛了解接受, 產(chǎn)品銷售量達(dá)到最大，市場(chǎng)進(jìn)入相對(duì)飽和狀態(tài), 潛在顧客已很少, 產(chǎn)品銷售增長(zhǎng)非常緩慢的階段。而市場(chǎng)上出現(xiàn)更多的競(jìng)爭(zhēng)對(duì)手,市場(chǎng)競(jìng)爭(zhēng)更加激烈,利潤(rùn)下降。
Product maturity period
The product has been widely accepted and used in the market and its sales volume has reached the maximum capacity. Mature market becomes stable with little potential new customers and the growth of its sales volume is increasing very gradually. More competitors are entering the market with rivalry competition further intensifying hence reducing profitability of the product.
此階段采取維持性、提醒性及競(jìng)爭(zhēng)性廣告策略,廣告宣傳重點(diǎn)放在品牌和企業(yè)形象的宣傳上,提高品牌和企業(yè)美譽(yù)度,培養(yǎng)品牌忠誠(chéng)者,可吸引更多消費(fèi)者重復(fù)購(gòu)買該產(chǎn)品。廣告宣傳要注意顯示和凸現(xiàn)出品牌之間的區(qū)別。而增加促銷廣告對(duì)銷售也會(huì)起到推波助瀾的作用。
At this stage, the strategy of protraction, reminding consumers should be used in conjunction with advertisements against competitors. Focus is placed on branding and corporate image increasing the reputation of both the brand and the image of the company so as to activate brand loyalty to attract consumers to repurchase the product. Advertisements should highlight the differences between dissimilar brands and increasing promotional advertisements will also play a role in enhancing sales volumes.
通過以上廣告對(duì)企業(yè)、消費(fèi)者、以及產(chǎn)品不同生命周期中所起的作用的分析，我們可以了解到廣告在一個(gè)產(chǎn)品實(shí)現(xiàn)銷售的過程中，所起的作用是不可忽視的，有時(shí)甚至可以說是至關(guān)重要。當(dāng)然廣告也并不是解決銷售問題的萬(wàn)能藥，若產(chǎn)品本身有問題，銷售只會(huì)成為短期現(xiàn)象，失實(shí)廣告的負(fù)面影響也可能會(huì)讓一個(gè)企業(yè)倒閉。但縱觀市場(chǎng)競(jìng)爭(zhēng)激烈的今天，廣告是不可或缺的銷售輔助手段，遵循市場(chǎng)經(jīng)濟(jì)的游戲規(guī)則，好好地利用它，會(huì)事半功倍。
Based on the above analysis of the effects that advertisements have on the companies, consumers and products at different stages of their life cycle, we can conclude that advertising is fundamental in process of the product’s realisation of sales and detrimental to the product. Advertising is not the single solution to all the problems in marketing. If there is a problem with the product itself, sales will only be temporary and false advertising can generate bad publicity for a company as well as inducing bankruptcy. Taking into consideration of today’s highly competitive market, advertising is an indispensable marketing tool. Adhering to the market’s economy and set of regulations, making good use of advertising methods and strategies will bring better results using lesser efforts.
文字翻譯如下：
3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
3. In different life cycle of product, the advertisement effect product life cycle is to refer to from entering a marketplace to the marketplace's being removed from finally quilt being sifted out complete process of product. The representative product life cycle includes four stages: Leading-in expects , becomes the long range , maturation period and degenerating stage. In three front stages, use different advertisement tactics to play ignore to Burong role to delaying whose degenerating stage. That 3.1 product leading-in expect product leading-in scheduled time is that the new product is formal put into circulation the marketplace period. Here stage , consumer the new product is face to face stranger , is short of all-round .know about and trust. Here stage , the different intermediary of make full use of constitute reason why , the concept carries out an advertising on brand-new product , notability is especially important in order to cultivating product marketplace cognition degree and hoisting a product. Guide a consumer to produce first step impression and need to the new product , be ready to attempt a new product and accept a new product gradually. Be inclined to expanding propagating in the function now telling a demand , may cultivate out the consumption forerunner who is a product's turn , be been to buy person in the earlier stage. Advertising of for example P&G, just debut the sea to the marketplace flying silk goes to soft order hair is glossy before trifling , floating gentle and agreeable and so on, be the distinctive effect emphasizing a product, thereby prompt improve product notability , arouse a consumer paying attention to , evoke a desire to buy. Achieve the brand notability capturing a marketplace rapidly , affecting product cognition , first step lifting's purpose thereby , be that product development of hereafter lays down fine basis. That 3.2 products become the long range product becoming a long range is a product gradually or the prompt quilt consumer knows to follow and take on , great majority consumers begin, stage that product sales volume increases rapidly; But the new competitor enters a marketplace now , market competition go ahead is fierce, the same kind product difference decreases , the product price reduces. Here the stage , the image describing a brand are much more important than the concrete function characteristic emphasizing a product , enterprise may pass the lifting brand image , capture advantageous marketplace location. If the brand and the consumer have built some connection on kind of emotion,the consumer is able to be helped to change slowly so. Advertisement is to strive for society the public rightness to the product , to know , improve the product good reputation degree all round but , set up the quickest the most important fine brand image realization carrier. Since the brand advertisement effect appears to some extent, consumer public praise brings the important effect into play , the new customer adds the ranks buying person unceasingly in public praise transferring in regular customer information. For example Marlboro wields brand image tactics , makes the person become the whole world the first cigarettes brand thereby by the fact that the brand image and the consumer build an emotional tie. 3.3 product maturation periods products maturation period is that the product is already accepted on the marketplace by broad .know about , product sales volume reaches a maximum , the marketplace enters relative saturation state , the lurking customer the production marketing increases already seldom, the very slow stage. But more competitors appear , market competition is especially fierce , profit comes down on the marketplace. This stage adopts maintain , warns of nature and competitiveness advertisement tactics, advertising priority readjusts oneself to a certain extent on the brand and the enterprise image propagating, improve the brand and the enterprise good reputation degree , train a brand faithful person, may attract more consumers repeating purchase that product. The advertising needs to pay attention to demonstrating and bulging the difference between brand appearing. But increase by to selling the effect also may arrive at up adding fuel to the flame promoting the sales of advertisement. Lead to
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3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
翻譯；.產(chǎn)品不同生命周期中廣告的作用
產(chǎn)品生命周期是指產(chǎn)品從進(jìn)入市場(chǎng)到最后被淘汰退出市場(chǎng)的全過程。典型的產(chǎn)品生命周期包括四個(gè)階段:導(dǎo)入期、成長(zhǎng)期、成熟期和衰退期。在前面三個(gè)的階段，使用不同的廣告策略對(duì)延緩其衰退期起到不容忽視的作用。
3.1產(chǎn)品導(dǎo)入期
產(chǎn)品導(dǎo)入期是新產(chǎn)品正式投放市場(chǎng)的時(shí)期。在此階段,消費(fèi)者對(duì)新產(chǎn)品較陌生,缺乏全面了解和信任。所以在此階段，充分利用不同的媒介組合，對(duì)全新的產(chǎn)品概念進(jìn)行廣告宣傳,以培育產(chǎn)品市場(chǎng)認(rèn)知度及提升產(chǎn)品知名度尤其重要。誘導(dǎo)消費(fèi)者對(duì)新產(chǎn)品產(chǎn)生初步印象和需求,愿意嘗試新產(chǎn)品并逐漸接受新產(chǎn)品。
此時(shí)偏重于功能宣傳的廣告訴求,可培育出該產(chǎn)品的消費(fèi)先驅(qū),即前期購(gòu)買者。例如寶潔公司的廣告宣傳,剛向市場(chǎng)推出海飛絲去頭屑、飄柔令頭發(fā)光滑柔順等,就是強(qiáng)調(diào)產(chǎn)品的獨(dú)特功效,從而迅速提高產(chǎn)品知名度,引起消費(fèi)者注意,激起購(gòu)買欲。從而達(dá)到快速占領(lǐng)市場(chǎng)、影響產(chǎn)品認(rèn)知、初步提升品牌知名度的目的,為產(chǎn)品以后的發(fā)展打下良好的基礎(chǔ)。
3.2產(chǎn)品成長(zhǎng)期
產(chǎn)品成長(zhǎng)期是產(chǎn)品逐漸或迅速被消費(fèi)者了解并接受,大多數(shù)消費(fèi)者開始追隨,產(chǎn)品銷售量快速增長(zhǎng)的階段;但此時(shí)新的競(jìng)爭(zhēng)者進(jìn)入市場(chǎng),市場(chǎng)競(jìng)爭(zhēng)開始激烈, 同類產(chǎn)品的差異性縮小,產(chǎn)品價(jià)格降低。
在此階段，描繪品牌形象比強(qiáng)調(diào)產(chǎn)品的具體功能特征重要得多，企業(yè)可通過提升品牌形象,占領(lǐng)有利的市場(chǎng)位置。如果品牌與消費(fèi)者建立了某種情感上的聯(lián)系,那么消費(fèi)者會(huì)慢慢被感化。而廣告是爭(zhēng)取社會(huì)公眾對(duì)本產(chǎn)品的正確、全面了解,提高產(chǎn)品美譽(yù)度,樹立良好的品牌形象的最快最重要的實(shí)現(xiàn)載體。由于品牌廣告效應(yīng)有所顯現(xiàn),消費(fèi)者口碑發(fā)揮重要作用,新顧客在老顧客傳遞的口碑信息中不斷加入購(gòu)買者行列。例如萬(wàn)寶路運(yùn)用品牌形象策略,通過品牌形象與消費(fèi)者建立情感聯(lián)系,從而使其成為全球第一香煙品牌。
3.3產(chǎn)品成熟期
產(chǎn)品成熟期是產(chǎn)品在市場(chǎng)上已經(jīng)被廣泛了解接受,產(chǎn)品銷售量達(dá)到最大，市場(chǎng)進(jìn)入相對(duì)飽和狀態(tài),潛在顧客已很少,產(chǎn)品銷售增長(zhǎng)非常緩慢的階段。而市場(chǎng)上出現(xiàn)更多的競(jìng)爭(zhēng)對(duì)手,市場(chǎng)競(jìng)爭(zhēng)更加激烈,利潤(rùn)下降。
此階段采取維持性、提醒性及競(jìng)爭(zhēng)性廣告策略,廣告宣傳重點(diǎn)放在品牌和企業(yè)形象的宣傳上,提高品牌和企業(yè)美譽(yù)度,培養(yǎng)品牌忠誠(chéng)者,可吸引更多消費(fèi)者重復(fù)購(gòu)買該產(chǎn)品。廣告宣傳要注意顯示和凸現(xiàn)出品牌之間的區(qū)別。而增加促銷廣告對(duì)銷售也會(huì)起到推波助瀾的作用。
通過以上廣告對(duì)企業(yè)、消費(fèi)者、以及產(chǎn)品不同生命周期中所起的作用的分析，我們可以了解到廣告在一個(gè)產(chǎn)品實(shí)現(xiàn)銷售的過程中，所起的作用是不可忽視的，有時(shí)甚至可以說是至關(guān)重要。當(dāng)然廣告也并不是解決銷售問題的萬(wàn)能藥，若產(chǎn)品本身有問題，銷售只會(huì)成為短期現(xiàn)象，失實(shí)廣告的負(fù)面影響也可能會(huì)讓一個(gè)企業(yè)倒閉。但縱觀市場(chǎng)競(jìng)爭(zhēng)激烈的今天，廣告是不可或缺的銷售輔助手段，遵循市場(chǎng)經(jīng)濟(jì)的游戲規(guī)則，好好地利用它，會(huì)事半功倍。
(*^__^*) 嘻嘻……
☆☆ ☆☆ ☆☆ ☆☆
★★ ★ ★★
☆☆ 祝你快樂！ ☆☆
★★ ★★
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★★ ★★
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★★ ★★
☆☆
主要看斷句了，請(qǐng)參考：
3. The life cycle of different products in the role of advertising
Product life cycle refers to the product from the market in the end be eliminated from the market the entire process. A typical product life cycle of four stages: introduction, growth, maturity and decline. Three in front of the stage, using a different advertising strategy for its slow decline to play the role that can not be ignored.
Product Phase import 3.1
Product Phase import new products to market during the official. At this stage, the new consumer product of a little-known, the lack of full understanding and trust. Therefore, at this stage, to make full use of various media combinations on the new concept of advertising products to market products to cultivate awareness and enhance the well-known product is of particular importance. Induce consumers to new products and demand for the initial impression is willing to try new products and acceptance of new products.
At this time focused on the functional demands of the advertising can produce the product consumption pioneer, that is, pre-buyers. For example, Procter & Gamble's advertising, just to market Head & Shoulders antidandruff, Piaorou hair so smooth and so submissive, is to emphasize the unique efficacy of the product in order to quickly raise the visibility of the product, causing consumer attention, arouse desire to purchase. So as to achieve rapid market, the impact on product awareness, enhance brand awareness of the initial purpose of the product for future development to lay a good foundation.
3.2 product growth
Is a gradual long-term product or products to consumers quickly understand and accept that most consumers started to follow, product sales growth stage; at this time, but new competitors enter the market, the beginning of fierce market competition, product diversity Reduced prices lower.
At this stage, depicts emphasized the brand than the product of the specific characteristics of the features are much more important, companies can enhance the brand image and gain a favorable market position. If the brand with consumers set up some kind of emotional contact, then consumers will slowly be on probation. The ad is for the public's right to the product, a comprehensive understanding, improve product reputation and set a good brand image of the most important achievement of the fastest growing carriers. As the effects of brand advertising have shown that consumer word-of-mouth play an important role in the new old customer in the customer's word-of-mouth transmission of information continue to join the ranks of buyers. For example, the use of the Marlboro brand strategy, brand image with consumers through the establishment of emotional contact, making it the world's first cigarette brand.
3.3 mature products
Products are mature products on the market have been widely accepted understanding of the product to reach the largest sales volume, market entry is relatively saturated, there are only a few potential customers, products, sales growth has been very slow stage. The market appeared more competitors, market competition and reduced profits.
At this stage to maintain, and to remind the competitive advertising strategy, focusing on brand advertising and promotion of corporate image, brand and corporate reputation to improve and cultivate brand loyalty, attract more consumers to repeat purchase the product. Advertising should pay attention to and show highlights the difference between brands. The increase in sales of advertising sales will also play a role in adding fuel to the flames.
Through the above-to-business advertising, consumers, as well as the life cycle of different products in the role of the analysis, we can see a product in the ad sales process, the role can not be ignored, and in some cases can be described as Is essential. Of course, advertising sales are not the panacea for the problem, if there are problems with the product, sales will only be short-term phenomenon, the negative effects of false advertising may also allow the closure of a business. But taking today's highly competitive market, advertising is an indispensable aid sales, market economy and follow the rules of the game, make good use of it will be much more effective.
在這問還不都那軟件胡弄你。
3.In the life cycle of the product dissimilarity advertisement of function
Product life cycle is product from get into a market to be eliminate till the last to withdraw a market of whole process.Typical model of the product life cycle include four stage: ducting period, growth period, mature period and decline period.Fore stage with three noodles, usage dissimilarity of advertisement strategy to defer it decline the period have already allowed of no to neglect of function.
3.1 product ducting period
Product ducting period is new product formal throw in a market of period.At this stage, consumer rightness new the product be more unfamiliar and lack overall understanding and trust.So at this stage, full make use of dissimilarity of medium combination, carry on an advertisement publicity to the all new product concept to grow a product market cognition and promote product popularity particularly importance.Induce consumer rightness new product creation first step impression and need, would like to try new product combine gradual accept new product.
The advertisement being over-emphasize in function publicity at this time claim, can grow that a product of consume pioneer, namely front period purchase.For example the advertisement of the Bao3 Jie2 company publicity, just released sea to fly silk scraps to the head and floated toward the market soft make the hair smooth and meek etc., be the special effect which emphasize a product, thus quick exaltation product popularity, cause consumer attention, arise to purchase desire.Attain thus fast capture a market, influence product cognition, first step promote the purpose of brand popularity, is later for product of development the dozen descend good foundation.
3.2 products become long-term
Product growth period is a product gradual or quick were understand by the consumer be alongside of to be subjected to, majority the consumer start follow, the product sale quantity be fast growth of stage;But new at this time of the competitor get into a market, market competition beginning vehemence, the difference of the same kind product contract and the price of article lower.
At this stage, describe brand image is more concrete than emphasizing a product of function characteristic importance get many, the business enterprise can pass to promote brand image and capture beneficial market position.If brand and consumer establishment the contact of a certain emotion, so the consumer will be reform slowly.But advertisement is fight for a society public to this product of exactitude, overall understanding, exaltation product good reputation degree, set up good brand image the quickest most importance of realization carry a body.Because brand advertisement the effect have to present, the consumer public praise be exertive importance function, new the customer continuously join to purchase in the old customer deliver of the public praise information row or column.For example ten thousand treasure road image strategy of the usage brand, pass brand image and consumer establishment emotion contact, make thus it become world one cigarette brand.
3.3 product mature period
Product's is mature period is a product at on the market already drive extensive understanding accept, the product sale quantity attain biggest, the market get into opposite saturation appearance, latent customer already few, product sale growth very slow-moving of stage.But appear more rival on the market, market competition more vehemence, the profits descend.
This stage adopt maintenance and remind sex and competition advertisement
終于打完了！！！！！！！！！！
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