產品生命週期管理創新應用落地實踐

{"type":"doc","content":[{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"編者按"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"產品生命週期管理在數字經濟發展過程中是必不可少的，在零售快消行業可用來指導產品的以銷定採和精準投放，在IT行業可輔助軟件應用等產品的開發進程管理，同時還也會對環境管理產生影響，對建築業在節能減排、減輕環境污染層面起到輔助作用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因此，及時把控產品生命週期進程，用數據智能技術賦能管理至關重要。百分點數據科學實驗室基於產品生命週期理論在多個行業的落地實踐，總結了如何準確把握產品生命週期的四個階段及識別方法論。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"衆所周知，一種產品在市場上的銷售情況和獲利能力並非是一成不變的，因此，任何一家企業的產品不可能永遠暢銷，但企業可以儘量延長產品盈利的週期，並且在主流產品進入衰退期時，及時研發補充新的產品。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在企業數字化轉型過程中，產品生命週期管理是數據和產品開發管理的支柱，企業可以通過產品生命週期來判斷一項新產品在該市場的銷售狀況，從而確定企業在該產品上的市場戰略。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"一、把控產品生命週期四個階段"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"產品生命週期是產品在市場運動中的經濟壽命，其反映了一個特定市場對某一特定產品的需求隨時間變化的規律。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"產品生命週期體現了產品從進入市場到退出市場的全過程。從初入市場時薄弱的知名度，到逐漸積累用戶快速增長，再到用戶基本飽和，開始在高位穩中有降，最後逐漸衰退淡出市場的過程即爲一個產品完整的生命週期。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"生命週期的轉變由消費者需求、市場環境、營銷決策和品牌知名度等影響因素所決定。生命週期的每個階段會體現不同的特徵。具體來看，生命週期可分爲四個階段：導入期、成長期、成熟期和衰退期，其特徵如下："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/f2\/4b\/f20d96e069bd312aab7f7d7bbfcfa74b.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"圖1 傳統“S型曲線”及其生命週期特徵"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一般而言， "},{"type":"text","marks":[{"type":"strong"}],"text":"產品生命週期管理的總體原則是縮短投入期、延長成長期、提升成熟期和爭取在衰退期獲利"},{"type":"text","text":" 。具體策略如下圖："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/ef\/d5\/ef28b678db02e6a05de6243873ef02d5.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"圖2 產品生命週期管理原則"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"例如，TCL準確地把控液晶電視產品的生命週期，制定了相應的廣告推廣、渠道擴增策略。1996年，在導入期的TCL通過電視廣告的形式大規模宣傳其液晶電視的“高品質”特徵；在產品成長期，爲了搶佔更多的市場份額，TCL於2002年開始實施向農村市場推廣的策略，實現了渠道形式的擴增；隨着產品進入成熟期，TCL於2005年在北京推出“我消費、我環保——回收你家中的電子垃圾”的環保促銷活動，樹立企業環保形象的同時，增加銷售、促進廢舊品的回收再造。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"二、突破三大難點，準確識別產品生命週期"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"行業中常用的識別生命週期階段的方法有曲線擬合法和模糊識別法。生命曲線又稱“S型曲線”，其體現的是銷量隨時間變化的趨勢："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/36\/26\/36e5f95795236bcdd117f69c8d798426.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"圖3 傳統“S型曲線”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"產品銷量是體現產品發展最爲直觀、最具代表性的指標之一。基於曲線擬合的方式，可通過銷量等指標來識別生命週期的變化節點及當前時點所處的生命週期階段。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"曲線擬合法還可以結合銷量預測模型，預測未來生命週期階段是否可能出現變化。例如，巴斯模型（也稱產品擴散模型）常用來分析市場對產品初期的推廣效果、市場接受程度和最終的消費者使用過程。整個過程從產品銷量及其相關係數入手，着重分析產品最初進入市場後的銷售情況及擴散效果，即產品的導入期和成長期。對於處於這兩個生命週期的產品，可以使用巴斯模型來預測未來銷量，並結合曲線擬合的方法來預測產品在近期是否會發生生命週期的變化。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"值得注意的是，雖然曲線擬合和預測的過程是使用數學函數解讀業務邏輯的過程，但數學函數嚴謹客觀，而業務邏輯受主觀認知影響，因此， "},{"type":"text","marks":[{"type":"strong"}],"text":"如何合理地識別產品特徵並利用數學邏輯解讀業務，是識別生命週期的難點，具體體現在以下三個方面"},{"type":"text","text":" ："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（1）曲線的選擇"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"困難描述"},{"type":"text","text":"： “S型曲線”是最標準的生命曲線，但並非所有產品都符合S型。一些品規在導入期銷量有小幅度的下降，並且導入期較長，直至進入成長期開始纔有銷量的提升；而有些品規不存在明顯的導入期，一入市銷量便持續升高。不同類型的品規的生命週期體現了不同的形式，不能使用統一的曲線進行解釋。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"應對策略"},{"type":"text","text":"： 通過引入四種曲線對不同形狀的產品生命曲線進行擬合，進而更好地適應多種特徵的產品。本文參考的曲線有如下四種，除傳統的三次函數以外，還可以引入修正的指數函數、邏輯函數及線性函數："}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/30\/92\/305134024aebf3066848f2491828d192.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"圖4 四種函數及其超參數解釋範圍"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"選擇擬合誤差最小的曲線作爲最優曲線，並以最優曲線的超參數定義生命週期階段。不同曲線對應的超參數範圍所對應的生命週期階段如上圖所示。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（2）擬合的方式"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"困難描述"},{"type":"text","text":"： 由於生命週期曲線是一條經過抽象化了的典型曲線，各行業按照實際銷售量繪製出來的曲線遠不如這樣光滑規則，用於擬合曲線的時間序列數據往往存在着週期性和趨勢性，因此，使用季節性較強的數據擬合曲線會導致計算誤差。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"應對策略"},{"type":"text","text":"： 在擬合曲線之前，可以將時間序列進行拆分，拆分爲趨勢性、季節性和隨機性，並使用提取出的趨勢性擬合四種曲線。此時曲線的誤差會降低，受特殊值的影響減弱，證明選擇的曲線更爲合理。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/5e\/16\/5eb1802a1da06e3a1ffdd2e66ab54116.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"圖5 從上到下分別：原始序列、趨勢序列、季節序列、隨機序列"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（3）結果的調整"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"問題描述"},{"type":"text","text":"： 在使用最適合的曲線擬合數據後，需要根據超參數範圍判斷其所處生命週期階段。但此時可能出現超參數解釋和業務解釋有偏差的問題，其主要原因是，使用超參數劃分的生命週期階段是運用嚴謹的“數學公式”解讀的結果，而業務解釋是帶有一定主觀性的，因此，如果僅採用超參數劃分生命週期，就會影響模型結果的可解釋性。"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"應對策略"},{"type":"text","text":"： 在對系列中全部產品進行擬合曲線求解超參數後，再分別對每個曲線每個週期所包含的產品數據做時間序列聚類，其目的是對“數學公式”研判的生命週期結果按數據形狀進行主觀調整。本文采取的時間序列聚類方法爲DTW+KMeans聚類法。其中DTW（Dynamictime Warping）法是用於衡量不等長時間序列間距離的算法，對於長短不一或時間不對齊的時間序列，傳統的歐氏距離無法有效計算兩個時間序列間的距離，特別是在峯值的時候。因此，使用基於DTW法計算的距離對時間序列做KMeans聚類更爲合理。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/1f\/c6\/1f50a3d03faec7f61f60143e4c43d1c6.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"圖6 傳統歐氏距離計算方法（左）與DTW距離計算方法（右）"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以捲菸月度工業銷量數據爲例，對於被三次函數判斷爲衰退期的捲菸，其聚類結果如下圖所示，左圖所體現的捲菸在銷量達到最大值後有明顯的下降趨勢，業務解讀上也屬於已衰退的品規，而右圖所體現的捲菸雖也過了銷量的最大值點，但降幅不大，甚至還有回升的可能，業務上仍處於成熟期的品規，因此將這類捲菸的生命週期由衰退期調整爲成熟期。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/c4\/c6\/c4abb82b1c13c15d5565e2639da7yyc6.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"圖7 被三次函數判斷爲“衰退期”品規的聚類結果"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"三、產品生命週期的創新應用場景"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"生命週期理論被廣泛應用於各行各業，產品生命週期分析可以從新產品定價、產品成本控制策略，到產品與廣告投放策略與風格制定等環節輔助企業制定決策。一般來說，產品生命週期主要有兩個應用目標："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（1）現有品規的管理"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"生命週期被視爲產品的標籤，可跟蹤公司產品組合中各個生命週期階段品規數量的變化情況。例如，某菸草公司的10個產品在半年時間裏，衰退期品規由1個變爲3個，此時公司便需要重點關注品規衰退的原因，是一上市銷量就逐漸走低的“猝死”，還是在發展一段時間後才衰亡，進而採取以新品替代或對已衰退品規進行改良的應對措施。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在菸草行業，每年一月的“元春市場”是捲菸銷量的爆點，但除了明顯的週期性以外，不同曲線擬合的銷量形狀各不相同。其中邏輯函數擬合較好的曲線在銷量明顯變化後有進入平臺期的趨勢，指數函數擬合較好的曲線銷量呈現持續快速增長或下降的趨勢，三次函數擬合較好的曲線銷量趨勢有方向的變化，線性函數擬合較好的曲線銷量漲幅或降幅保持不變。以下是某菸草公司產品銷量的擬合情況："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/96\/yy\/96a7cf58e7f83cd38b2066d2b25d10yy.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"圖8 四種曲線擬合的銷量示例"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（2）同類企業的的對比關注"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"市場中同類公司或同類品牌的發展情況可作爲競品比對。關注其他公司推新速度與銷量情況的同時，還應關注其產品生命週期情況，以此來判斷同類公司所做的嘗試是否成功，進而更新、調整自己的營銷策略。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"生命週期理論在零售快消等行業可用來指導產品的汰換、以銷定採、精準投放，輔助產品研發策略；在菸草行業輔助工商、商業捲菸投放策略以及定價策略，輔助工商協同與全品規流程化管理；在IT行業輔助軟件應用等產品的開發進程管理。此外，產品生命週期的概念也可以應用於“需求生命週期”，即通過及時感知和識別個人或企業的某種特定需求（如娛樂、教育、運輸、社交、交流信息等）來判斷其需求的生命週期階段。例如，通過追蹤某視頻網站的瀏覽量變化來判斷此網站所處的生命週期階段等。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"同時，產品生命週期也會對環境管理產生影響。“生命週期成本法”結合環境成本這一特殊元素，對環境成本進行確認、覈算和披露，對每個生命週期階段引起的環境成本進行計量，最終達到節約環境成本的目的。在建築領域，由於建築物是一種生命週期很長的產品，從原材料的開採、產品製造、使用到建築拆除等維度對建築物進行生命週期階段劃分，並納入環境影響因素，可對建築業在節能減排、減輕環境污染層面起到輔助作用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因此，產品生命週期理論在數字經濟發展和企業數字化轉型過程中都是必不可少的，應及時把控產品生命週期進程，用數據智能技術賦能企業管理。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"參考資料"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"[1]吳傑民. 基於生命週期的產品價值研究[D].武漢理工大學,2007."}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"[2]吳金海. 消費文化視野下的產品生命週期——一個消費社會學的探究[J]. 社會發展研究,2019,6(04):39-53+239."}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"[3]李世輝,韓慶蘭. 基於生命週期成本管理的知識庫構建研究[J]. 會計研究,2013(07):35-41+96."}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"[4]王玉. 工業化預製裝配建築的全生命週期碳排放研究[D].東南大學,2016."}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"[5]王玉燕. 基於產品生命週期理論的直銷型閉環供應鏈的廣告策略與定價策略[J]. 系統管理學報,2014,23(03):388-396."}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"本文轉載自公衆號百分點（ID：baifendian_com）。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"原文鏈接"},{"type":"text","text":"："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s\/KCpW_t2n6agc2HVAs4yauQ","title":"","type":null},"content":[{"type":"text","text":"產品生命週期管理創新應用落地實踐"}]}]}]}