摘 要:世界上任何事物的发展都存在着生命周期，企业也不例外。企业生命周期如同一双无形的巨手，始终左右着企业发展的轨迹。市场变化步伐的加快,顾客的需求越来越
变幻莫测,新产品不断推陈出新,产品生命周期也不断缩短。在企业生命周期的不同阶段采取相应的广告营销策略,日益成为企业竞争战略研究的新内容,广告成为市场营销信息沟通
最广泛、最有效的方式。品牌的创建,新产品的上市,购买的诱惑,销售的促进,无一不需要广告的明示或暗示,广告营销已经成为现代企业运营生存中必不可少的一部分。企业必须考
虑到各种可能或者将要发生的事情,使管理者有充分的心理准备,一助于企业在激烈的市场化竞争中立于不败之地，长盛不衰。企业生命周期理论和广告营销对企业的生存和发展具
有重要指导意义。文章从企业生命周期理论入手,分析研究企业生命周期不同阶段的主要特征,针对不同的特征,分析提出应采取的广告营销策略。
Abstract: The development of anything in the world there a life cycle, companies are no exception. Corporate life cycle, as a pair of giant invisible hand, has always been about the trajectory of business development. The accelerated pace of market changes, customer demand for more and more
Unpredictable, new products continues to introduce new product life cycles continue to shorten. In the enterprise at different stages of the life cycle to take the appropriate advertising marketing strategy, strategic research enterprise competition has increasingly become a new content, advertising as the marketing communication of information
The most extensive and most effective way. The creation of brand new products to market, the temptation to buy, sales promotion, advertising are all required by express or implied, advertising marketing, business operations have become the essential part of survival. Enterprises must test
Consider the various possible or will happen, so that managers have sufficient psychological preparation, a help-oriented enterprises in the fierce market competition in an invincible position, eternity. Corporate life cycle theory and the advertising and marketing for enterprise survival and development of a
Have important guiding significance. Articles from the corporate life cycle theory start with analysis of different stages of corporate life cycle, the main features of different characteristics, analyze it proposes to take advertising marketing strategy.