外文翻譯----產(chǎn)品生命周期理論

1、<p><b>　　外文翻譯：</b></p><p><b>　　產(chǎn)品生命周期理論</b></p><p>　　原文來(lái)源：Raymond Vernon..《International investment and international trade in the product cycle》</p><p>

2、;<b>　　譯文正文：</b></p><p>　　產(chǎn)品生命周期（product life cycle），簡(jiǎn)稱PLC，是產(chǎn)品的市場(chǎng)壽命，即一種新產(chǎn)品從開(kāi)始進(jìn)入市場(chǎng)到被市場(chǎng)淘汰的整個(gè)過(guò)程。費(fèi)農(nóng)認(rèn)為：產(chǎn)品生命是指市上的的營(yíng)銷生命，產(chǎn)中和人的生命一樣，要經(jīng)歷形成、成長(zhǎng)、成熟、衰退這樣的周期。就產(chǎn)品而言，也就是要經(jīng)歷一個(gè)開(kāi)發(fā)、引進(jìn)、成長(zhǎng)、成熟、衰退的階段。而這個(gè)周期在不同的技術(shù)水平的國(guó)家里，發(fā)生的

3、時(shí)間和過(guò)程是不一樣的，期間存在一個(gè)較大的差距和時(shí)差，正是這一時(shí)差，表現(xiàn)為不同國(guó)家在技術(shù)上的差距，它反映了同一產(chǎn)品在不同國(guó)家市場(chǎng)上的競(jìng)爭(zhēng)地位的差異，從而決定了國(guó)際貿(mào)易和國(guó)際投資的變化。為了便于區(qū)分，費(fèi)農(nóng)把這些國(guó)家依次分成創(chuàng)新國(guó)（一般為最發(fā)達(dá)國(guó)家）、一般發(fā)達(dá)國(guó)家、發(fā)展中國(guó)家。 </p><p>　　典型的產(chǎn)品生命周期一般可以分成四個(gè)階段，即介紹期（或引入期）、成長(zhǎng)期、成熟期和衰退期。</p><p

4、>　　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(guò)各種階段。</p><p>　　新產(chǎn)品投入市場(chǎng)，便進(jìn)入了介紹期。此時(shí)產(chǎn)品品種少，顧客對(duì)產(chǎn)品還不了解，除少數(shù)追求新奇的顧客外，幾乎無(wú)人實(shí)際購(gòu)買該產(chǎn)品。生產(chǎn)者為了擴(kuò)大銷路，不得不投入大量的促銷費(fèi)用，對(duì)產(chǎn)品進(jìn)行宣傳推廣。該階段由于生產(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(fèi)用大，產(chǎn)品銷售價(jià)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。

5、</p><p>　　當(dāng)產(chǎn)品進(jìn)入引入期，銷售取得成功之后，便進(jìn)入了成長(zhǎng)期。成長(zhǎng)期是指產(chǎn)品通過(guò)試銷效果良好，購(gòu)買者逐漸接受該產(chǎn)品，產(chǎn)品在市場(chǎng)上站住腳并且打開(kāi)了銷路。這是需求增長(zhǎng)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(rùn)迅速增長(zhǎng)。與此同時(shí)，競(jìng)爭(zhēng)者看到有利可圖，將紛紛進(jìn)入市場(chǎng)參與競(jìng)爭(zhēng)，使同類產(chǎn)品供給量增加，價(jià)格隨之下屬，企業(yè)利潤(rùn)增長(zhǎng)速度逐步減慢，最后達(dá)到生命周期利潤(rùn)的最高點(diǎn)。</p><

6、p>　　產(chǎn)品走入大批量生產(chǎn)并穩(wěn)定地進(jìn)入市場(chǎng)銷售，經(jīng)過(guò)成長(zhǎng)期之后，隨著購(gòu)買產(chǎn)品的人數(shù)增多，市場(chǎng)需求趨于飽和。此時(shí)，產(chǎn)品普及并日趨標(biāo)準(zhǔn)化，成本低而產(chǎn)量大。銷售增長(zhǎng)速度緩慢直至轉(zhuǎn)而下降，由于競(jìng)爭(zhēng)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。</p><p>　　產(chǎn)品進(jìn)入了淘汰階段。隨著科技的發(fā)展以及消費(fèi)習(xí)慣的改變等原因，產(chǎn)品的銷售量和利潤(rùn)持續(xù)下降，

7、產(chǎn)品在市場(chǎng)上已經(jīng)老化，不能適應(yīng)市場(chǎng)需求，市場(chǎng)上已經(jīng)有其它性能更好、價(jià)格更低的新產(chǎn)品，足以滿足消費(fèi)者的需求。此時(shí)成本較高的企業(yè)就會(huì)由于無(wú)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(chǎng)。</p><p>　　產(chǎn)品生命周期是一個(gè)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)品有一個(gè)較長(zhǎng)的銷售周期，以便賺取足夠的利潤(rùn)來(lái)補(bǔ)償在推出該產(chǎn)品時(shí)所做出的一切努力和經(jīng)受的

8、一切風(fēng)險(xiǎn)，就必須認(rèn)真研究和運(yùn)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(lái)描述產(chǎn)品和市場(chǎng)運(yùn)作方法的有力工具。</p><p><b>　　原文正文</b></p><p>　　The product life cycle of the products, as PLC is life, namely a market new products into th

9、e market from the start to the whole process of elimination by the market. Vernon: refers to the city life, the life of the marketing and human life during, experiences, growth, maturity, recession this cycle. Is product

10、, also is to experience a development, introduction, growth, maturity and recession. But this cycle in different countries, the technical level of time and the process is not the same, the</p><p>　　Typical p

11、roduct life cycle generally can be divided into four stages, namely introduction , growth, maturity and recession.</p><p>　　Like human beings, products also have their own life-cycle. From birth to death hum

12、an 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 professional

13、 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</p><p>　　

14、1.that products have a limited life,</p><p>　　2.product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller,</p><p>　　3.profits rise a

15、nd fall at different stages of product life cycle, and</p><p>　　4.products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life cycle stage.</p>

16、<p>　　Four phases of the product life cycle.</p><p>　　1.First stage: (into)</p><p>　　From design to production into market entry test until stage. The new products put on the market, and

17、introduced into. Now, the customers have few varieties of products, product also don't understand a few exceptions, the pursuit of new customers almost no actual purchase this product. In order to expand the market,

18、to producers, the cost of sales promotion product promotion. This stage because of the restrictions in production technology, product batch production and manufacturing cost is high,</p><p>　　2.The second st

19、age: growth</p><p>　　When entering into products, sales success, entered the growth. The product is growing by test results, the buyer accepted gradually products. This is the demand growth stage, rapidly ri

20、sing demand and sales. Production cost greatly, rapid growth in profits. Meanwhile, the competitor will see profitable, participate in the competition, to enter the market similar products supply, price increases, the en

21、terprise profit growth subordinate gradually slow down, finally reached the highest profit lif</p><p>　　Stage 3: mature</p><p>　　The product into mass production and stable to enter the market s

22、ale, after growing, with the purchase of the products after tends to increase, and market demand. At this time, and more standardized products, low cost and production. Sales growth to slow down, because until the compet

23、ition between enterprises in similar products to increase in product quality, specifications, design, packaging, etc, increasing investment in degree increased cost.</p><p>　　Stage 4: a recession</p>

24、<p>　　The product is entered the knockout stage. With the development of science and technology and spending habits change wait for a reason, product sales and profit continued to decline, the products on the market

25、 has aging, cannot adapt the market demand, the market has better performance and other low price of new products, to meet the needs of the consumers. Now the enterprise will cost is higher due to be unprofitable and gra

26、dually stop production, the product life cycle, and also has ended last</p><p>　　The product life cycle is a very important concept, and enterprises to develop product strategy and promotion strategies have

27、direct contact. Managers want to make his products have a long enough 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 th

28、e product life cycle theory, in addition, the product life cycle is used to describe the product promotion personnel market operation methods and powerful</p><p>　　There are four stages in product life cycle

29、. These are:</p><p>　　Lessons of the product life cycle (PLC)</p><p>　　It is claimed that every product has a life period, it is launched, it grows, and at some point, may die. A fair comment is

30、 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

31、 will not.</p><p>　　Even though its validity is questionable, it can offer a useful 'model' for managers to keep at the back of their mind. Indeed, if their products are in the introductory or growth

32、 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

33、for them to have that vision of mortality in front of them.</p><p>　　However, the most important aspect of product life-cycles is that, even under normal conditions, to all practical intents and purposes the

34、y often do not exist (hence, there needs to be more emphasis on model/reality mappings). In most markets the majority of the major brands have held their position for at least two decades. The dominant product life-cycle

35、, that of the brand leaders which almost monopolize many markets, is therefore one of continuity.</p><p>　　Thus, the life cycle may be useful as a description, but not as a predictor; and usually should be f

36、irmly under the control of the marketer. The important point is that in many markets the product or brand life cycle is significantly longer than the planning cycle of the organisations involved. Thus, it offers little p