在当今激烈的超强竞争环境下，大多数的企业及其领导者都面临着产品生命周期越来越短的压力。为了能在同行业中保持竞争力，并能够占有市场份额，管理者必须集中资源，不断地开发出新产品，快速而有效地导入市场，满足不断变化的市场需求。日本丰田汽车于1997年开发出世界首款批量生产的混合动力车普锐斯（Prius），其划时代之意义与先进性，得到了全世界的高度评价。得益于其从根本上进行了创新，日本丰田普瑞斯在同时期同行业中取得了显著的成功，然而情况却在电力新能源汽车出现后发生了变化，丰田的混合动力汽车很快被特斯拉等新能源汽车取代，从此走向了没落。本文分析丰田普锐斯作为混合动力汽车的首发车型，其产品生命周期的各阶段表现，为企业规划产品的更新换代提供数据支撑，推动企业不断创新，改善经营管理，提高经济效益。

关键词：日本丰田汽车、产品生命周期、产品竞争力、新产品创新

In today's fiercely ultra-competitive environment, most companies and their leaders are facing the pressure of shorter and shorter product life cycles. In order to remain competitive in their industry and to be able to capture market share, managers must focus their resources on constantly developing new products and introducing them to the market quickly and effectively to meet the changing market needs. In 1997, Toyota developed the world's first mass-produced hybrid car, the Prius, whose groundbreaking significance and advancement were highly appreciated worldwide. Thanks to its fundamental innovation, the Japanese Toyota Prius achieved remarkable success in the same industry during the same period, yet the situation changed after the emergence of electric new energy vehicles, and Toyota's hybrid cars were soon replaced by new energy vehicles such as Tesla, and have since gone into decline. In this paper, we analyze the performance of Toyota Prius as the first model of hybrid cars in each stage of its product life cycle to provide data support for enterprises to plan the renewal of their products, promote continuous innovation, improve business management and enhance economic efficiency.

Keywords: Toyota Motor Corporation, Product Life Cycle, Market Competitiveness, New Product Innovation