「產品生命週期」（Product Life Cycle, PLC）的概念，是將產品在市場上，隨著時間改變，期間的銷售變化情形，比照成生物的生命歷程，歷經出生、成長、成熟乃至於衰退等，而區分成若干個階段。目前產品生命週期之理論發展，對於行銷策略方面之研究，著重於以「質化」的方式，來探討不同階段時，最適宜之決策。本研究擬採取「量化」分析的方式，來探討產品於生命週期之過程中，決策者應採行何種策略以使組織利益達到最大。分析過程中，以非齊次性卜瓦松程序（Non-homogeneous Poisson Process, NHPP）來定義競爭者的行為；並假設以指數（Exponential）形態來描述競爭者的行為對組織收益的影響，再以決策分析模式進行分析，並以產品的未來期望利潤為判斷準則，以期選擇出一個最適的行銷策略使得組織利潤達到最大。

中文部分
吳冠昌, 民87 後進地區國家技術產品生命週期與產品替代議題之探討-以台灣光碟機產業為研究對象 國立成功大學企業管理學系 碩士論文。
周政德, 民91 國際產品生命週期之探索性研究 國立成功大學企業管理學系 碩士論文。
胡同來, 民84 “產品生命週期之探討” 中國工商學報第17卷, 頁347-353。
顏月珠, 民80 商用統計學, 三民書局 七版。

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