成熟期产品广告策略研究.docx

成熟期产品广告策略研究.docx苏州大学硕士学位论文成熟期产品广告策略研究姓名:陈述申请学位级别:硕士专业:企业管理指导教师:李晓峰20090901成熟期产品广告策略研究中文摘要在上述理论研究的基础上,本文引入了具体案例,希望通过案例的分析,一方面验证木文关于产品生命周期成熟期的广告应对策略,另一方面指导企业的广告实战,达到使企业从容应对竞争,规避策略风险,在市场上保有更长久的生命力的冃的。关键词:产品生命周期成熟期广告策略作。者:陈述指导老师:李晓峰Theresearchonadvertisementstrate0fmaturitystageproductAbstractTheproduct1ifecycletheoryarguesthattheproducthasalife—,itssalesandprofitabi1itywi11changewithtime,,:introductionstage,growthstage,•;t•me,themarketV01umeisbiggest9theenterPrisehas1arge—sca1ePr0duct•1onanclitssa1(?sanclprofitsare•1nthebeststage•Meanwhi1e9ashasbeenknownforthegenera1sconeyhInthematuritsumersafterttage,pctitorsentermarket,pctitioninmaturitystageisthemost•1ntensewh••1ncreasesaics,stabi1izemarketshareandenhaneeenterPr■,enterpriSes,advert••1Shment0fadVertiSe:mentstrategy•1stheimp0rtantC0ntentinenterpr•1semarketingstrategyProductsindifferent1•1fecycIestagew•ePtance,degree0fmarketc0mpetit■1onandsa1esstrategy,s0theadVertisementstrategyvar■0rding1y■F()pet■1tioninmaIuriiyslage,t0c0nstituteadverI■1sementsIrategyrationa11yw•X•,teasesOUttheresearchdevproductlysestheperspectivesofscholarsinhomeandabrocess,thepaperanalysesdeeplytheadvertise0•1ntsandP0ss•1b1cmarkctr•t■1cs0fmatur•1typr0ductandntcrPr•1scadVcrt••11odcs3bkddnanhpygctcarahctckra111chapchnchTc0mPrehens•1Veandsystemat•cadVert■1sementstrategyafedtVhe0rrt0•1usgehmaennaI1gy0sa■11s9fa0drVert•1semenlcreat■1V•1Iymed•1asenandfundsmanagement9etc