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BCG矩阵是最著名的业务组合管理工具之一， Product Life Cycle[产品生命周期]论是其理论基础。 BCG矩阵由波士顿咨询集团（Boston Consulting Group，BCG）于20世纪70年代初期开发， 它根据公司每一个战略事业单位（SBUs）内部的产品组合，来确定优先权授予。 公司应该立足长远，平衡产品组合，既要有高增长但是需要大量现金投入的产品，也要有低增长但是能够产生大量现金的产品。 BCG矩阵是一个二维矩阵， 二维即是市场份额和市场增长。 它的基本思想是， 市场份额高、或者市场增长快的产品对公司最为有利。
 BCG矩阵的四种组合
根据BCG矩阵，公司产品有四种不同的组合：
- 吉星（Stars，高增长，高市场份额）
- 吉星产品要耗费大量现金。 吉星产品是市场的领导者， 所以，它也能够产生大量现金。
- 吉星产品大都处于一种净现金流平衡的状态。 为了保持、扩大吉星产品的市场份额，任何努力和投入都是值得的，因为占领巨大市场份额后，企业得到的回报将是金牛。
- 金牛（Cash Cows，低增长，高市场份额）
- 金牛产品产生大量利润和现金， 同时，由于低增长，现金投入要求也比较低。
- 金牛往往是昨天的吉星，它是公司业务的基石。
- 瘦狗 （Dogs，低增长，低市场份额）
- 要尽量避免或者减少公司瘦狗的数量。
- 要慎重实行昂贵的“营救计划”。
- 瘦狗如若不能贡献现金，就必须被清除掉。
- 问号（Question Marks，高增长，低市场份额）
- 在所有四类产品中，问号产品的现金表现最差，因为它一方面现金需求量大，另一方面又由于市场份额低，现金回报也低。
- 如果问号市场份额长期不增长，那么它就会吸食大量现金。
- 对待问号的策略是，或者加大现金投入，或者将其出售，或者不做任何投资听任其发展，回收尽可能的现金， 从而实现提高市场份额或贡献现金。
BCG矩阵与一体适用
BCG矩阵模型能够帮助我们认识“一体适用”的战略错误， 即用同一规模去适应不同经营的错误战略。例如，用年度9%的一般性增长目标，或是9.5%的资金回报率去要求整个公司。
在这种情况下：
- 金牛SBU将轻而易举地完成目标， 对其管理层而言，完成这个目标是一件轻松工作， 其管理人员还会常常因为完成目标受到褒奖。 而且，他们还会被允许将大笔资金再投入到业已成熟的业务上去。
- 瘦狗SBU则是在打一场“不可能”的战斗。更为糟糕的是，再投入资金， 去挽救无望的瘦狗业务。
- 问号和吉星则因为它们的市场和现金表现，只能得到一般性投入， 照此它们永远也成不了金牛。 投入不足，对企业来说无疑也是一种资金浪费。 明智的做法是，要么选择一部分问号产品，加大投入使它们成长为金牛（或者吉星），要么减资。 同时，公司要从那些未被选取的问号产品上尝试获取任何可能的现金。
BCG矩阵的其他用途和优点
- 该模型有助于公司发挥经验曲线（Experience Curve）优势，在生产和销售新产品的时候，以较低的价格进入市场，实现早期市场领导地位。 一旦新产品变成吉星，必将有高回报。
- 该模型还有助于管理人员评估公司现有吉星、金牛、问号和瘦狗的组合平衡情况。
- 该模型对那些关注产量和经验影响的大公司来说有很强的指导意义。
- 该模型简洁明了，容易理解。
- 该模型还可以作为公司未来决策和行动的基础。
BCG矩阵的局限
BCG矩阵的局限主要有以下几个方面：
参考书： Carl W. Stern， George Stalk - Perspectives on Strategy from The Boston Consulting Group - 
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 BCG矩阵的延伸
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Differences Between BCG Matrix and Ansoff Matrix
The Boston Consulting Group (BCG) tool matrix is one of the tools used in product portfolio analysis. It's used to determine business growth opportunities and to decide on investment priorities. It's main axes are market growth versus market share.
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How Do I Place my Products / Services in the BCG?
Currently I'm trying to place the services of my company in the BCG matrix, and I have problems in theses aspects:
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2. My core business moves around the handycapped p...
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Application of BCG Matrix in Forestry
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Currently I am working on a project and got a task to use BCG model to analize business portfolio of a forest company. From my point of view, the BCG model i...
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How to do BCG Plotting?
Hello everyone, I'm a little bit confused about how to plot products on to the BCG matrix? Should I:
[1] Look at the definitions of the animals and place products on to the graph depending upon what animal they most feel like
[2] Loo...
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BCG in Emerging or Fragmented Markets
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BCG Matrix: not in All Cases
The matrix does not consider the place of traditional/generic products that companies maintain in their product lines that may have had high market share and market growth in time past, but currently do not. Sometimes, companies just can keep ...
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BCG Matrix and Continous Evaluation
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Not Useful for A Company Having Only One Product
A company entering the market with one product only, how they can use it for planning their strategies to promote its product or to compete with competitors having variety of products in the same industry?
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BCG矩阵 小组
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BCG矩阵 培训|活动
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 How to Calculate the Relative Market Share in BCG Matrix?
In one of my company products' portfolio we are the market leader and have 92% of the market share (the second largest company has only 6%).
To calculate the relative market share based on the BCG matrix, we need the market share and the largest...
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10% Limit in Market Growth in BCG Matrix
Generally in the BCG Matrix, when the market growth is more than 10%, it would be considered a star. Can anyone explain why they have chosen the (fairly high) limit of 10%?...
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Example BCG Matrix: Coca Cola & Pepsi Cola
The matrix is misrepresenting in some cases. Example: Coca Cola and Pepsi. Coca Cola is market leader, as a result of which the relative market share of Pepsi is always smaller than 1.
When the relative market share is smaller than 1, you will b...
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Combine BCG Matrix (Market Share / Market Growth Rate) with a Margin / Market Growth Rate Matrix
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Usage (application)Combining the Market Situation with Our Profitability
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BCG Matrix Revisited
In a recent research Steven E. Phelan, University of Nevada (Las Vegas) and Markus Venzin, Universit Bocconi (Milan), used a computational model to a...
Usage (application)Improve BGC Matrix
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Reasons for the Decline in Use of the BCG Matrix
Despite is one of the best known and persistent tools in strategic management, widely used during the decade 1972-82, the BCG matrix has entered the <...
Usage (application)Limitations
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比较： McKinsey Matrix[麦肯锡矩阵] | ADL Matrix[ADL矩阵] | Product/Market Grid[产品市场方格] | Stage-gate[阶段-关卡流程] | Three Dimensional Business Definition[三维商业定义] | Relative Value of Growth[增长相对价值] | Rule of Three[三强鼎立法则] | Core Competence[核心竞争力] | Bass Diffusion Model[巴斯扩散模型] | STRATPORT[STRATPORT模型] | Profit Pools[利润池] | Product Life Cycle[产品生命周期] | Blue Ocean Strategy[蓝海战略] | Trajectories of Industry Change[产业变革轨迹] | Positioning[定位] | Strategic Types[战略类型]
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