成長與擴散模型不斷的應用在各個領域，包含心理學、經濟學、行銷學與生物學。而物理學所應用在產品生命週期之概念也被提出討論，以熱力學基本定律－能量守衡與第二定律為基礎，推導成人類社會之商品交易與製造過程的產品生週期模型(Tseng,2004)。此一模型中，加入企業對於產品之行銷努力之衡量，作為產品聲明週期的影響要素。然而，相關模型的實證研究仍尚未發展。

　　本研究之首要目的為建立一個企業行銷組合模型，並定義行銷因素之間的階層關係，以PIMS 模型為基礎建立層級結構關係。本研究之第二個目的在於針對曾光榮(2003)教授所提出應用熱力學概念之品生命週期模型進行實證上的分析，選定手機產品作為實證樣本，並發展行銷努力相對重要性及衡量問卷，針對專案/產品經理收集三家公司問卷資料:OKWAP、ASUS、DBTEL。所收集資料經過一致性分析，保留三份資料作為分析樣本。

　　透過一連串AHP分析程序，本研究結果指出各家公司對於行銷要素之相對重要性以及執行程度，並以行銷組合模型與產品生命週期模型為基礎，模擬手機產品生命週期，結果顯示：當企業所實行行銷努力愈多，產品生命週期越長，且產品銷售之最大值愈大；與實際銷售模型比較上，雖存在差異性，本研究仍為此熱力學應用產品生命週期模型進行驗證的開端。

　With the development of the forecasting model toward the new product, the applications of any field and concept on the product life cycle are developed. Tseng (2003) proposed the modification model of the product life cycle which is the application of physical science. The basic principles of the thermodynamics are applied properly on the product life cycle with the assumption of the marketing efforts. However, the relative empirical study has not been seen and developed yet.

　The first purpose of the study is to establish and to integrate relevant marketing model and develop a comprehensive marketing efforts model hierarchy to identify the relevant factors and to measure the level of efforts taken by corporate. The second objective of the thesis is to make the empirical study on the modification proposed by Tseng. We chose the mobile phone corporate as our empirical product. A hierarchy survey questionnaire was developed to conduct a survey to the OKWAP, ASUS and DBTEL project manager with 11 data. With consistency test, 3 data are analyzed as our analysis data.

　With AHP analyzing and simulation process, the simulated graph represent that while the marketing efforts are taken more, the life span would be longer and the max value of the product sales will be greater. There are some difference exists in the empirical comparison between the simulated and the practical product life cycle.

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