Product Life Cycle THEORY (国际贸易-英文)产品生命周期理论复习进程.ppt

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1、Product Life Cycle THEORY(国际贸易-英文)产品生命周期理论Why?Consider:“The model(PLC)claims that many products go through a trade cycle,during which the United States is initially an exporter,then loses its export markets and may finally become an importer of the product.”Louis T.Wells,JR2Technological Gap Modelt0

2、创新国生产和出口创新国生产和出口创新国生产和出口创新国生产和出口模仿国生产和出口模仿国生产和出口T T（时间）（时间）创新国生产创新国生产创新国进口创新国进口模仿国出口模仿国出口创新国出口创新国出口模仿国进口模仿国进口t1t2t3需求时滞需求时滞反应时滞反应时滞掌握时滞掌握时滞模仿时滞模仿时滞模仿国生产模仿国生产国际贸易的可能国际贸易的可能6 However (whytake the leading position)(how longimitation gap)By combining PLC in marketing with international trade theory Tech

3、nological development of a new product generally has three stages:new product stage,the stage of maturity and standardization.Then7II Brief IntroductionWorld tradeManufactured products A products lifeTechnology transferFDI(Foreign Direct Investment)Import&Export tradeAdvanced countriesRaymond Vernon

4、8 Products have a limited market life PLC four stages(Marketing)location of production shifts dynamic development of comparative Advantage Theory based on Technological Gap Theory.II Brief Introduction9III Stages of the Product Cycle Stage I:The New Product-Innovationhighly skilled labor;capital for

5、 R&D;location non-standardized;high cost;monopolizeTechnology-intensiveNo international trade happensStage II:The Maturing ProductStage III:The Standardized Product 10III Stages of the Product CycleStage I:The New ProductStage II:The Maturing ProductIncreasingly standardized flexibility in design;ma

6、nufacturing declines;competitors develop;(prices and profit margins)Loses market or invests abroadtrade and investment are intertwinedCapital-intensive Stage III:The Standardized Product 11III Stages of the Product Cycle Stage I:The New ProductStage II:The Maturing ProductStage III:The Standardized

7、ProductCompletely standardized;Technology accounts less(LDC)Profit margins are thin,and competition is fierce.Labor-intensive(unskilled)12PLC ModelNew Product Maturing Product Standardized Product New Product Maturing Product Standardized Product Stages of Product Development13More The PLC hypothesi

8、s in a new international new international environmentenvironment has been changing for two reasons:geographical reach(networks spread)overseas subsidiaries(子公司)national markets of the advanced industrialized countries differences reduce-Raymond Vernon14A.The product is initially designed and manufa

9、ctured in the U.S.B.As the product moves to the maturing product stage,production expands to other advanced countries.C.The standardized production stage sees the comparative advantage of production and export shift to less developed countries.IV Trade Implications of the Product Cycle15 to t1 t2 t3

10、 t4 t5to t1 t2 t3 t4 t5Exports Imports America Canada and EU Developing nationsCanada and EU import from U.S.Developing nations import from U.S.and Canada and EUU.S.Imports from other nations.TimePLC Model(Manufactured Goods)T1-T3-T4-T5-16 As the product life cycle stage changes,the determinants affecting the comparative advantage is changing.Therefore,different types of countries can be in different stages of comparative advantage.technology-intensive capital-intensive labor-intensive (unskilled)PCT:Dynamic understanding 17Thank You!结束语结束语谢谢大家聆听！谢谢大家聆听！19