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1、精选优质文档-倾情为你奉上波士顿矩阵是一种规划企业产品组合的方法，它指导企业的产品品种及其结构适应市场需求的变化，同时，将企业有限的资源有效地分配到合理的产品结构中去，从而保证企业的收益，这种方法是企业在激烈竞争中取胜的关键。The Boston Matrix is a planning enterprise product combination method, which guides the enterprises product variety and structure to adapt to changes in market demand, at the same time, t
2、he limited resources of enterprise effectively assigned to a reasonable product structure, so as to ensure the profit of the enterprise, this method is the enterprise in the fierce competition to win the key.用BCG增长份额矩阵分析宝洁公司产品的市场定位BCG growth share matrix analysis with P & Gs product market position宝
3、洁公司旗下在市场上占主导的品牌有舒肤佳、碧浪、飘柔、潘婷、海飞丝、玉兰油。因为较强的广告针对性和产品组合的内在一致性，根据BCG增长份额矩阵分析得出：“海飞丝的”广告策略是全明星阵容，去头屑。“沙宣”选用很酷的美女，是专业美发。“潘婷”是营养，维他命原B5。“飘柔”是洗护二合一，顺滑。“润妍”是黑发。“伊卡璐”是草本。Procter & Gamble company in the market dominance of the brand have Safeguard, Bilang , Rejoice, Pantene, Head & Shoulders, Olay. Because of
4、the stronger targeted ads and product mix of internal consistency according to BCG growth share matrix analysis: By Head & Shoulders advertising strategy is all-star team, to dandruff.Vidal Sassoon, the selection of cool beauty, is a professional salon.Pantene is a nutrient, Vitamin B5.Rejoice is a
5、personal care combo, smooth.Ascend is black hair.Clairol is the herb.矩阵中有四种不同性质的产品类型：一、销售增长率和市场占有率“双高”的产品群（明星类产品）；二、销售增长率低、市场占有率高的产品群（现金牛类产品）；三、销售增长率高、市场占有率低的产品群（问题类产品）；四、销售增长率和市场占有率“双低”的产品群（瘦狗类产品）。There are four different types of matrix product types: First, sales growth and market share double hi
6、gh of the product group (star products); Second, Sales growth rate is low, the market share of the high products group (cash cow products); Third, the high sales growth, market share, low product groups (problem products); Four, sales growth and market share double low product group (thin dog produc
7、ts).一、明星产品(stars)。它是指处于高增长率、高市场占有率象限内的产品群，这类产品可能成为企业的现金牛产品，需要加大投资以支持其迅速发展。例如沙宣是明星产品，它占有着很高的市场渗透性和占有率，强势品牌非常明显，占绝对优势。First, the star product (stars). It is in a high growth, high market share quadrant product groups.The kind of products may become the companys cash cow products, enterprises need to i
8、ncrease investment in order to support its rapid developmentFor example, Sassoon is the star product, it occupies a very high market penetration and market share, permeability and strong brand is very obvious, dominant. 明星产品在增长和获利上有着极好的长期机会，但他们是企业资源的主要消费者，需要大量投资。Star products on the growth and profi
9、tability has excellent long-term opportunities, but they are the main consumer enterprise resources, require substantial investment. 处于增长率高、高市场占有率象限内的产品群，这类产品可能成为企业的现金牛产品，需要加大投资以支持其迅速发展。In high growth rate, high market share of the products group in quadrant, this kind of product may become the cash
10、 cow products, enterprises need to increase investment in order to support its rapid development. 例如，2008年初，同一周内，苹果电脑发布了一款笔记本电脑和一款与现有机型相同但运行更快的台式机它的股票上涨了6%；而通用汽车发布了一批新型轿车和多功能运动车（SUV）它的股票却下跌了。For example, in early 2008, the same week, Apple released a laptop and an existing model with the same but fa
11、ster desktop - its stock rose 6%; and General Motors released a number of new cars and multi-functional sports car (SUV) - its stock has fallen. 因此，沙宣所采用的发展战略是：积极扩大经济规模和市场机会，以长远利益为目标，提高市场占有率，加强竞争地位。发展战略以投资明星长品德管理与组织最好采用事业部形式，由对生产技术和销售方面都很在行的经营者负责。Therefore, Sassoons development strategy is adopted:
12、positive economies of scale and market opportunities to target long-term interests as the goal, increase market share, enhance competitive position. Development strategy in the investment management and organization long moral star had better use the form, by department of production technology and
13、sales are all in done operator is responsible for.二、现金牛产品(cash cow)，又称厚利产品。它是指处于低增长率、高市场占有率象限内的产品群，已进入成熟期。飘柔（34.8%）、海飞丝（16.3%）、潘婷（15.6%）是现金牛产品，其销售量大、产品利润高负债比较低，可以为企业提供资金，而且由于增长率低，也无需增大投资，因而为企业回收资金，支持其它产品，尤其是作为明星产品的后盾。Second, the cash cow products (cash cow), also known as lucrative products. It refe
14、rs to a low growth, high market share within the product group quadrant, has matured. Rejoice (34.8%), Head & Shoulders (16.3%), Pantene (15.6%) is cash cow products, sales of large, relatively low debt, high-profit products, which can provide enterprises with funds, and because of the low growth ra
15、te, but also no need to increase investment, and thus to recycle funds to support other products, especially as a star product backing. 但是如果市场环境一旦变化，导致这项业务的市场份额下降，公司就不得不从其他业务单位中抽回现金来维持现金牛的领导地位，否则这个强壮的牛可能会变弱，甚至成为瘦狗。However, if the market environment changes, the resulting decline in market share in t
16、his business, the company had to withdraw from other business units to maintain the cash cow cash leadership, otherwise the strong cattle may become weak, even become thin dog.对这一现象的大多数产品，市场占有率的下跌已成为不可阻挡之势，因此可采用收获战略：即所投入资源已达到短期收益最大化为限。对于现金牛产品，适合用于事业部进行管理，其经营者最好是市场营销型人物。To this phenomenon, most of th
17、e products market share fall has become an irresistible trend, thus harvesting strategy can be used: the resources are invested in short-term gain has reached the maximum limit. For cash-cow product, suitable for business unit management, the operators are best marketing character.三、问题产品(question ma
18、rks)。它是处于高增长率、低市场占有率象限内的产品群。前者说明市场机会大，前景好，而后者则说明在市场营销上存在问题。Third, Having a problem for products (question marks). It is at a high growth rate and low market share in quadrant of the products group. The former is illustrated that the market opportunity is big, the prospect is good, and the latter exp
19、lain in the market marketing existence problem. 伊卡璐是宝洁公司击败联合利华、德国汉高、日本花王，花费巨资从百时美施贵宝公司购买的品牌，主要定位于染发，此举为了构筑一条完整的美发护法染发的产品线。伊卡璐是宝洁洗发产品中的新品牌，衣草本位招牌，其广告并未强调是宝洁的产品，并不利用宝洁品牌优势，因所针对的市场宝洁从未介入，风险较大，一有闪失即可丢弃不会影响宝洁整体。所以我们把它定位为问题产品。Clairol is Procter & Gamble beat Unilever, German Henkel, Japan Kao, spend huge
20、sums of money from Bristol-Myers Squibb Company to buy the brand, mainly located in the dye hair, which is in order to build a complete hair dye hair protector of the product line.Clairol is Procter & Gamble shampoo brand new products, clothing and herbal-bit sign, the advertising did not emphasize
21、P & Gs products, does not use P & G brand, Procter & Gamble because the market has never been involved in for the higher risk, a drop-outs can not affect the P & G as a whole. So we positioned it as a problem product. 对问题产品应采取选择性投资战略。在一段时间内采取扶持的对策，原因是它有希望转变为明星产品，经过改进可能会进行重点投资。对问题产品的管理组织，最好是采取智囊团或抢目组
22、织等形式，选拔有规划能力、敢于冒险、有才干的人负责。The products in question should take a selective investment strategy. In a period of time, the countermeasures to support because it has hope for change star product, after improvement could make a key investment. The management organization of the products in question, it
23、is best to think-tank or grab take the form of project organization, selection of a planning capacity, adventurous, talented people is responsible.四、瘦狗产品(dogs)，也称衰退类产品。它是处在低增长率、低市场占有率象限内的产品群。润妍是是瘦狗产品，竞争激烈，可获利润非常低，基本上没什么发展前途。如果这类经营业务还能自我为耻，就应当缩小经营范围，加强内部管理。如果这类业务已经彻底失败，就应及早清理业务或退出经营。Fourth, the skinn
24、y dog products (dogs), as known as a recession products. It is at the low growth, low market share within the product group quadrant. Ascend is the skinny dog product, facing to the fierce competition，but profits may be very low, basically nothing promising. If this type of business but also ashamed
25、 of themselves, they should narrow the scope of operations, strengthen internal management. If such business has been a complete failure, it should try to clean up business or out of business.通用汽车公司在美国有8个品牌76种车型，并且还在不断地发布并放弃某些车型。GM in the United States has eight brand 76 vehicles, and will continue
26、to publish and give up some of the models.这类产品应采用撤退战略。These products should be used exit strategies. 结论是：按波士顿矩阵四个象限里的产品分类，如果不果断淘汰“瘦狗”类产品，它势必影响到“明星产品”的战略支持，并且会缩短“现金牛”产品的赢利周期，让“问题产品”向坏的方向发展。Conclusion is: according to the Boston matrix 4 quadrant of the product classification, if not decisive eliminated kinds of dogs products, it will be bound to affect the star product strategic support, and will reduce the cash cow products profit cycles, so make the problem product become to the bad direction.专心-专注-专业