以宝洁为例分析波士顿矩阵(中英文对照版).doc

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, 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 Gs 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 brand have 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 (thin dog 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 qu