以宝洁为例分析波士顿矩阵(中英文对照版)电子教案

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 enterprise's product variety and structure to adapt to changes in market demand, at the same time, the 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 & G's product market position 宝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 brandhave Safeguard, Bilang , Rejoice, Pantene, Head & Shoulders, Olay.Because of 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 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 high" 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 (thindog products).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 company's cash cow products, enterprises need to increase 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 profitability 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 cow products, enterprises needto 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 faster 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, Sassoon's development strategy is adopted: 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 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 refers 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 rate, 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。