Life Cycle Analysis Of Major Durable Consumer Goods In China

After any kind of product enters the market,it should be driven by the market operation and diffusion,go through the development and introduction,continue to develop,grow and mature,until it is eliminated by the market,ending its market life.The same is true for consumer durables.In the context of economic progress,increasingly sophisticated manufacturing techniques and constantly improving technical means have promoted the development of consumer durables.Manufacturers are attaching more and more importance to the research of product life cycle,hoping to guide the actual production and assist marketing decisions of enterprises.This article first through the clustering analysis found that the main consumer durable life cycle curve mainly has two forms,one kind of show the classic "U" curve:after the product is gradually accepted by consumers,production scale,market share increase,after fierce market competition,substitute products,market share,decrease of fixed telephone and camera industry have such characteristics.The other is "S-shaped",characterized by a slow growth trend as products mature and decline,including household automobiles,motorcycles,televisions,washing machines,refrigerators,air conditioners,computers,and mobile phones.Through analysis,it is found that in the current market environment,the diffusion of consumer durables does not conform to the presupposition of the traditional Bass model.Considering the influence of population,residents' income level and technological factors on market potential as well as consumers' repeated buying behavior,Bass model was improved to fit the life cycle curve of durable consumer goods,and the development,change and life cycle characteristics of durable consumer goods in the diffusion process were explored.The results show that the improved innovation diffusion model can better fit the diffusion process of major consumer durables in China.In the long run,the influence of word-of-mouth communication among consumers is far greater than that of mass media propaganda in the diffusion process of durable consumer goods.The repurchase rate of various durable consumer goods varies greatly.The family car is growing,computers and mobile phones are maturing,and eight other consumer durables are in decline.According to the different life cycle stages and development trends of each durable goods industry,this paper gives different coping strategies,which can provide reference and help for the durable goods industry and related industries to make scientific management decisions and improve the operation ability of the company.