产品生命周期理论属于营销学的范畴;品类生命周期属于品牌学的范畴;企业核心能力属于企业战略管理范畴。传统的研究视角都是在各自的理论体系中展开对三个范畴的研究,因此难免有失片面。现实中,它们是交错在一起的。因此换一个角度,用整合的视角对三者的关系展开研究。找到三者之间的内在联系,并始终坚持以顾客价值为出发点,从中探索出的理论将更具有现实意义和理论价值。本文正是在此方面做出的尝试。 The product life cycle theory belongs to the category of marketing; the category life cycle belongs to the category of brand learning; and the enterprise core competence belongs to the category of enterprise strategic management. The traditional research perspectives all start with the research of the three categories in their respective theoretical systems, so it is inevitable that there will be a loss of one aspect. In reality, they are intertwined. Therefore, from another perspective, with a comprehensive perspective on the relationship between the three studies. To find the internal relations between the three, and always adhere to the customer value as the starting point, from which to explore the theory will be more realistic and theoretical value. This article is an attempt in this area.