{"id":11682,"date":"2020-06-17T19:32:00","date_gmt":"2020-06-17T17:32:00","guid":{"rendered":"https:\/\/www.sgnafo-praxis.ch\/quest-ce-que-le-modele-de-cycle-de-vie-des-produits\/"},"modified":"2024-07-25T18:11:26","modified_gmt":"2024-07-25T16:11:26","slug":"quest-ce-que-le-modele-de-cycle-de-vie-des-produits","status":"publish","type":"post","link":"https:\/\/www.sgnafo-praxis.ch\/fr\/quest-ce-que-le-modele-de-cycle-de-vie-des-produits\/","title":{"rendered":"Qu\u2019est-ce que le mod\u00e8le de cycle de vie des produits&nbsp;?"},"content":{"rendered":"<p>Le mod\u00e8le de cycle de vie des produits est issu de Levitt (1965).  <br>Levitt distingue princi\u00adpa\u00adlement quatre phases.<br>\nDans la <strong>phase de lancement<\/strong>, un produit est introduit sur le march\u00e9 par des activit\u00e9s de marketing cibl\u00e9es et intensives.<br>\nL\u2019objectif est d\u2019\u00e9tablir une identit\u00e9 claire et d\u2019attirer l\u2019attention sur le nouveau produit&nbsp;.<br>\nDe nombreux essais ou achats impulsifs se produiront durant cette&nbsp;phase.<br>\nPendant la <strong>phase de crois\u00adsance<\/strong>, les ventes augmentent et, en m\u00eame temps, de plus en plus de concurrents apparaissent sur le march\u00e9.<br>\nDu c\u00f4t\u00e9 des vendeurs, la phase de crois\u00adsance se carac\u00adt\u00e9rise \u00e9galement par des activit\u00e9s de marketing soutenues.<br>\nCertains clients effec\u00adtuent des achats r\u00e9p\u00e9t\u00e9s.<br>\nDans la <strong>phase de maturit\u00e9<\/strong>, les premiers concurrents quittent le march\u00e9.<br>\nLe rythme des ventes se r\u00e9duit drasti\u00adquement et le chiffre d\u2019affaires commence \u00e0 stagner, puis \u00e0 diminuer.<br>\nLes clients fid\u00e8les conti\u00adnuent d\u2019acheter le produit \u00e0 ce&nbsp;stade.<br>\nDans la <strong>phase de d\u00e9g\u00e9n\u00e9\u00adre\u00ads\u00adcence<\/strong>, le chiffre d\u2019affaires ne cesse de diminuer, notamment en raison de la baisse des prix de vente, d\u2019une conjoncture \u00e9cono\u00admique d\u00e9favorable ou de tendances qui n\u2019ont pas \u00e9t\u00e9 d\u00e9tect\u00e9es \u00e0&nbsp;temps.&nbsp;<\/p>\n<p>Pour en savoir plus, consultez le document suivant&nbsp;:<\/p>\n<h2 class=\"post-title single-post-title entry-title\"><a href=\"https:\/\/www.sgnafo-praxis.ch\/fr\/n-05-succession-des-pme-strategie-dentreprise\/\"><g id=\"gid_0\">Document n\u00b0 5 : Succession des PME \u2014 L\u2019h\u00e9ritage est-il l\u2019avenir&nbsp;?<br>\n(strat\u00e9gie d\u2019entreprise)<\/g> <\/a><\/h2>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le mod\u00e8le de cycle de vie des produits est issu de Levitt (1965). Levitt distingue princi\u00adpa\u00adlement quatre phases. Dans la phase de lancement, un produit est introduit sur le march\u00e9 par des activit\u00e9s de marketing cibl\u00e9es et inten\u00adsives. L\u2019objectif est d\u2019\u00e9tablir une identit\u00e9 claire et d\u2019attirer l\u2019attention sur le nouveau produit&nbsp;. De nombreux essais ou&nbsp;[\u2026]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[292],"tags":[296,71],"class_list":["post-11682","post","type-post","status-publish","format-standard","hentry","category-questions-et-reponses-faq","tag-stabilite-et-forme-physique-strategie-dentreprise","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu&#039;est-ce que le mod\u00e8le de cycle de vie des produits ? - St. Galler Nachfolge Praxis<\/title>\n<meta name=\"description\" content=\"Le mod\u00e8le de cycle de vie des produits est issu de Levitt (1965). 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