隨著科技發展快步推進，產品生命週期日益縮短，企業進行策略規劃時會將產品生命週期的概念列入考量，在各個生命階段採取不同的行銷組合策略可提升產品的價值。行銷組合策略需經過市場調查、尋求目標客群、預估銷售數量與價格以及商品定位等準備工作，由於這些工作具備可重複性的特質，為將經驗積累之成果得以修正並再次利用，企業採用了知識管理。透過知識管理將內部資訊系統化，達到提升績效的目標。
本研究將對產品生命週期中各階段所運用行銷組合策略，其與知識管理之建置、利用進行探究式研究。探討的對象係以保險業和鐘錶業為個案進行分析，經由資料的彙整後得知企業各個生命階段之行銷組合策略與企業於各階段所運用的知識管理機制。
根據資料分析的結果顯示 : 1.在面對產品的銷售時，不同產業中的企業行銷組合策略會有所重疊，但是仍會受到各產業的限制而有所差異。2.產品性質的不同及生命週期的長短會影響產品生命週期的行銷組合策略。3.知識管理機制會受到資訊對公司的重要性而有所影響。4.產品生命週期中導入知識管理的最佳時機A公司為導入期，B公司為成長、成熟期。
As time moved on, our development on technologies goes faster and faster; as a result, product life cycle becomes shorter than before. In order to add value to product during its limited lifetime, enterprises will take the concept of Product Life Cycle The-ory into consideration while making marketing strategies. The application of Product Life cycle is to design a mixed marketing strategy for each stage of product life. The formulation of strategy would go through the processes such as market survey, identify-ing main consumers, predicting sale price and productions…etc., and most importantly, one of the characteristic of those preparation works was repeatability. In order to make those information or experience to be used again and again, enterprise would adopt a new type of Management-Knowledge System, which can make marketing plan more effective and efficiency through systemizing the information from previous experiences.
This study is to understand how enterprise uses Knowledge Management to man-age the information from the application of mixed marketing strategy in each life stage, and this study’s research objects are an insurance company and a watch company.
After analyzing the interview data, the results show us：
1. When facing different types of products selling, similar marketing strategies may exist across industries however subject to the respective industry boundary.
2. The nature of products and the length of sale will affect the marketing strategy of Product Life Cycle.
3. The nature of industry and the importance of information will affect the KM strategy.
4. For Company A and B, the best timing of KM implementation is in the stage of Introduction, while as Company C’s is in the stage of Growth and Maturity.
