Management Science and Engineering
Enterprise Marketing Strategy Research Based on Product Life Cycle
Abstract
As an important concept, Product Life Cycle is directly related to an enterprise’s marketing strategy. If an enterprise executes targeted marketing strategies for the four stages of the product’s life cycle: introduction, growth, maturity and decline, marketing results will be optimized. The article analyzes and elaborates on successful marketing strategies that several classic domestic brands used for different stages in their product life cycle. We hope to help more domestic enterprises by providing options when selecting marketing strategies for different stages in product life cycle.
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DOI: http://dx.doi.org/10.3968/3957
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