随着信息技术的发展和经济全球化进程的推进，全球传播的新技术和理念越来越广泛。在这种情况下，以企业为主体的市场面临着来自国内外众多企业的激烈竞争。企业之间的很多竞争力的最终实力往往体现在产品上。高利润的产品往往带来稳定的收入。然而，平庸的产品不仅占用了公司的资源，也对公司的利润贡献不大。
With the development of information technology and the advancement of the process of economic globalization, new technologies and ideas spread around the world more and more quickly and widely. In this context, enterprises as the mainstay of the market faces severe competition from many domestic and foreign enterprises. Lots of competition among the enterprises on the final strength is often reflected on the products. A highly profitable product often bring stable income. However, a mediocre product does not only occupy the resources of company, but also contribute little to the profits of the company.
产品生命周期的想法已经有一段时间了，制造商需要了解的一个重要原则是为了赚取利润并保持业务。本文着重于苹果公司产品生命周期战略，每年将销售数百万种产品。具体来说，本文将研究安索夫矩阵市场策略对苹果公司产品生命周期市场策略的影响根据苹果公司的产品生命周期和安索夫矩阵，经理可以制定有效的市场策略，保证公司利润长期稳定增长。The idea of the product-life cycle has been around for some time, and it is an important principle manufacturers need to understand in order to make a profit and stay in business. This paper focus on the strategy on product life cycle of Apple Inc., which will sell millions of products every year. In specific, this paper will study the effect of market strategy of Ansoff Matrix on the market strategy of product life cycle on Apple Inc. Based on the product life cycle and Ansoff matrix on Apple Inc., managers can make effective market strategy, which can guarantee the long term stable growth of company profits.
able of content
Table of content 2
Table of Figure 4
Introduction 1
1.1 Rationales of the research 1
1.2 Research aim and objectives 2
1.3 Dissertation structure 2
1.4 Purpose of the research 3
Literature review 4
2.1 The development on the theory of product life cycle 4
2.2 The overview on the strategy of product life cycle 6
2.3 The market strategy for each stage of product life cycle 9
2.4 The theory of Ansoff matrix 12
2.5 Summary of the literature review 13
Methodology 14
3.1 Resign design 14
3.1.1 Research aims 14
3.1.2 Research typologies 15
3.1.3 Research classification 17
3.1.4 Research objectives and hypothesis 20
3.2 Market strategy of both product life cycle and Ansoff Matrix 22
3.2.1 Market strategy on introduction stage 22
3.2.2 Market strategy on growth stage 23
3.2.3 Market strategy on maturity stage 24
3.2.4 Market strategy on decline stage 25
3.2.5 Market strategy for Ansoff Matrix 26
3.3 The identification of the product life cycle 26
3.4 Methodology strategy 27
3.5 Ethics form 29
Findings and discussion 30
4.1 The introduction for Apple Inc. 30
4.2 The stage of the product life cycle of Apple Inc. 31
4.3 Questionnaire analysis 33
4.4 The market strategy of Ansoff Matrix on Apple Inc. 37
4.5 The market strategy of the product life cycle on Apple Inc. 39
4.5.1 Market strategy on introduction stage 39
4.5.2 Market strategy on growth stage 40
4.5.3 Market strategy on maturity stage 41
4.6 The effect of Ansoff matrix on product life cycle on Apple Inc. 43
Conclusion and recommendation 44
5.1 Conclusion 44
5.2 Limitation 46
5.3 Recommendation 46
Reference list 47
Appendices 52
Conclusion and recommendation总结和建议
This paper focus on the strategy on product life cycle of Apple Inc., which will sell millions of products every year. In specific, this paper will study the effect of market strategy of Ansoff Matrix on the market strategy of product life cycle on Apple Inc. Product life cycle refers to the time from launching a product to stopping products supply because the unprofitable on the products. Based on the significant different on product sales, profits, business investment, the whole process are divided into four stages: introduction stage, growth stage, maturity stage and decline stage. In the stage of introduction, the general market strategies are Rapid skimming strategy, Slow skimming strategy, Rapid- penetration strategy and Slow penetration strategy. In the growth stage, th
