韓國消費耐久財의 製品壽命週期 模型化에 關한 硏究

Abstract

製品壽命週期理論은 마아케팅의 많은 分野에 適用되어 왔으며, 특히 市場動態를 설명하는 體系的 틀로서 記述的인 價値는 매우 높다. 그러나 이 理論은 그 槪念上의 몇가지 결함때문에 批判을 받아 오기도 했다. 한편 이 理論은 國內에서 國際貿易理論으로서 많이 다루어졌으나 國內市場에서의 製品壽命週期의 性格을 完全히 규명하지는 못하고 있다.

이러한 觀點에서 本 硏究는 製品壽命週期의 問題點을 分析하여 解決方案을 摸素해 보았고 國內 消費耐久財에 適合한 模型을 탐색해 보았다.

硏究結果 製品壽命週期理論은 對象範圍, 週期의 媒介變數를 決定짓는 要因, 각 段階를 測定하는 基準, 戰略의 適用 側面에서 ?嬉뱄퓽? 가지고 있었으며 이는 裂品進化 週期槪念의 導入을 통해 製品壽命週期의 槪念을 수정내지 擴張시킴으로서 어느 정도 解決 可能한 것으로 나타났다. 또한 國內市場에 適合한 模型으로서 Harrell & Taylor의 模型을 適用시켜 본 結果 普及率에 對한 假定과 代替比率의 正確性에 따라서 어느 정도 妥當性이 있는 것으로 나타났다. 거시적 환경요인을 고려한 포괄적인 模型의 개발은 앞으로의 과제로 남겨 놓았다.

Product Life Cycle theory has been increasingly applied to the various fields of Marketing. It especially has considerable descriptive value when used as a systematic framework for explaning market dynamics. PLC has, however, been criticized for several problems involved in its concept. Although there are many PLC studies concentrated on international PLC in Korea, those are insufficient to describe fully the characteristics of PLC in domestic market.

On this point of view, this study attempts to analyze and resolve a number of problems by proposing an alternative concept, and to investigate the appropriate PLC model applicable to domestic consumer durables market.

According to the results of the study, PLC has problems associated with the level of aggregation, the underlying factors determining the parameters of the PLC, the measures for PLC stages, and the strategic implication. Product evolutionary concept is discussed to help resolve these problems. In addition, it is found that Harrell & Taylor model is valid to a substantial degree in domestic consumer durables market on the basis of the assumption of the saturation rate and the accuracy of replacement rate. It is necessary to develop the comprehensive model including the exogenous variables in future research.

Product Life Cycle theory has been increasingly applied to the various fields of Marketing. It especially has considerable descriptive value when used as a systematic framework for explaning market dynamics. PLC has, however, been criticized for several problems involved in its concept. Although there are many PLC studies concentrated on international PLC in Korea, those are insufficient to describe fully the characteristics of PLC in domestic market.

On this point of view, this study attempts to analyze and resolve a number of problems by proposing an alternative concept, and to investigate the appropriate PLC model applicable to domestic consumer durables market.

According to the results of the study, PLC has problems associated with the level of aggregation, the underlying factors determining the parameters of the PLC, the measures for PLC stages, and the strategic implication. Product evolutionary concept is discussed to help resolve these problems. In addition, it is found that Harrell & Taylor model is valid to a substantial degree in domestic consumer durables market on the basis of the assumption of the saturation rate and the accuracy of replacement rate. It is necessary to develop the comprehensive model including the exogenous variables in future research.