BCG Matrix[BCG矩阵]

知识中心

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：

• 它忽略了SBU之间的协同效应。

• 高市场份额并不是企业成功的唯一因素。

• 高增长并不是市场吸引力的唯一指标。

• 瘦狗有时候比金牛赚得更多。

• 获取准确的市场份额和市场增长数据比较困难。

• 对市场组成成分的定义不明。

• 高市场份额并不总是带来高利润。

• 仅仅考量了两个维度——市场份额和增长速度， 这有可能诱使企业专注于某一特殊产品，或者是剥离尚未成熟的产品。

• 低市场份额的产品业务可能同样有利可图。

• 忽视了那些市场份额增长快速的小公司。

参考书： Carl W. Stern， George Stalk - Perspectives on Strategy from The Boston Consulting Group

论坛 新主题 战略投资组合管理论坛。 🔥 新 BCG Matrix中业务组之间的协同作用 BCG矩阵能不能把各个事业单元的协同作用包括进来？如果能够，如何操作？ (...) 3   The BCG Matrix and Synergy Effects (How) could the the BCG Matrix be adapted to include synergy effects between business units? (...) 12   2条评论 BCG in Emerging or Fragmented Markets The tool is really great, but how to use it in fragmented industries where there is a lack of information making almost (...) 10   1条评论 Use of BCG Matrix in India Which industries or Firms in India are using the BCG Matrix? (...) 10   1条评论 Advantages and Disadvantages of Portfolio Planning Tools What are the pros and cons of portfolio planning tools like the BCG Matrix or the GE/McKinsey matrix? (...) 10   1条评论 Application of BCG Matrix in Forestry Hello everyone, does anybody can help me with application of BCG matrix in forestry? Currently I am working on a pr (...) 10   1条评论 BCG Matrix: not in All Cases The matrix does not consider the place of traditional/generic products that companies maintain in their product lines th (...) 9   Cash Cows Should Fund Stars in BCG Matrix I think the cash cows should fund stars if they are cash hungry. (...) 7   1条评论 Not useful for Competitive Analysis i am not sure if this matrix works to create a competition map, it does not work like swot chart. It's merely plotting t (...) 6   Question Mark Strategies and Examples What type of strategy and policies may be used by an organization or business unit for a product line which falls into t (...) 6   Modified BCG Matrix 2.0 Harvard Business Review labelled the BCG Matrix as one of the frameworks that changed the world. In the late 1970s and e (...) 6   11条评论 BCG Matrix and Continous Evaluation Due to the highly dynamic environment in markets, the shelf life of any product or service is limited more by external f (...) 5   1条评论 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 c (...) 5   3条评论 Cash Cow Strategies and Examples What type of strategy and policies could be used by an organization or business unit for a product line which falls into (...) 4   The Financing Assumption of the BCG Matrix The BCG matrix is ​​a matrix based on a self-financing financial structure (cash cow products finance star p (...) 3   The BCG Categories are not always Stages Note that it's not alway mandatory that a product goes through all of these four BCG stages. For example, there are (...) 3   1条评论 BCG Matrix is Not Useful for a Start-up Having Only One Product How can a company entering the market with one product only, use the BCG Matrix for planning their strategies to promote (...) 3   1条评论 BCG Matrix: How to Research the Market Share and the Market Growth for each Business? I am having trouble on how to research companies to determine where they fit in the BCG Matrix. What information do (...) 3   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 deter (...) 2   1条评论 Direction of Arrow between Cash Cow and Star Incorrect? I think the Cash Cow (with excess dollars) should fund the star which is cash hungry (high working capital needs). So I (...) -2   2条评论 开始一个新的论坛主题关于战略投资组合管理。更多资讯。 分享您的意见，知识和经验或提出问题（免费注册第一）

最佳实践 注册 关于战略投资组合管理的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 10% Limit in Market Growth in BCG Matrix Generally in the BCG Matrix, when the market growth is more than 10%, it is considered a star. Can anyone explain why th (...) 46   7条评论 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 wh (...) 45   9条评论 Lack of Question Marks? If a business has no Question Marks (or just one), what should it do? (...) 34   1条评论 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: (...) 20   2条评论 Why the Quadrants of BCG Matrix are Named as Star, Dog, Cow, Problem Child The BCG matrix's underlying assumptions are these: (i) High market growth rate, by virtue of attracting competition (...) 18   2条评论 BCG Matrix is useless! Totally useless (as a contemporary business tool). (...) 16   8条评论 BCG Matrix Dog Strategies and Examples What type of strategy and policies may be used by an organization or business unit for a product line which falls into t (...) 15   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 th (...) 11   3条评论 Distinction Between PLC and BCG Matrix? What are the similarities and differences between the product life cycle and the BCG Matrix? (...) 8   4条评论 BCG Matrix: Can Dogs be More Lucrative than Cash Cows? Can someone support this statement with an example or a case study? "Sometimes dogs can earn even more cash as cash (...) 8   7条评论 BCG Matrix Star Strategies and Examples What type of strategy and policies may be used by an organization or business unit for a product line which falls into t (...) 6   8条评论

专家提示 注册 关于Strategic Portfolio Management（英语）的高级见解。在这里，您将找到专家的专业建议。 Combine BCG Matrix (Market Share / Market Growth Rate) with a Margin / Market Growth Rate Matrix Combining the Market Situation with Our Profitability It can be extremely useful to adapt the BCG Matrix to address a particular situation. Suppose you have plotted a portfol (...) Pitfalls of Applying Portfolio Matrices Portfolio Management, Best Practices, Using BCG Matrix - Care should be taken to generate sufficent information (knowledge) and avoid many forms of cognitive bias of managemen (...) BCG Matrix Revisited Improve BGC Matrix In a recent research Steven E. Phelan, University of Nevada (Las Vegas) and Markus Venzin, Universit� Bocconi (Milan), u (...) Reasons for the Decline in Use of the BCG Matrix Limitations Despite is one of the best known and persistent tools in strategic management, widely used during the decade 1972-82, th (...)

信息来源 注册 有关战略投资组合管理的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 Definition, Differences and Relationships between Resources, Capabilities, Competencies and Core Competencies Core Competencies Javidan (1998) has made a great contribution to answering the question for the relationship / differences between resour (...) Diversification Strategy and Portfolio Management Diversification, Corporate Strategy, Portfolio Management, Corporate Center Presentation about diversification including many graphs and figures for clarification. The presentation includes the fo (...) How to Create BCG Matrices using Microsoft Excel Creating BCG Matrix in Excel Brief summary of the BCG Matrix, followed by an extensive explanation of how to create BCG Matrices using Microsoft Exce (...) BCG on Corporate Strategy What is Corporate Strategy, Corporate Strategy Implementation Jeff Gell of BCG explains that corporate strategy is more than portfolio strategy. There are 5 things you need to do in (...) Introduction to the BCG Matrix Understanding Portfolio Analysis by Using the BCG Matrix Mark Wolters explains how Portfolio Analysis can be conducted using the BCG Matrix to determine to which products a comp (...) BCG Matrix Diagram Portfolio Management Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int (...)

研究链接 注册 自动跳入有关以下内容的其他有用资源战略投资组合管理。 新闻 视频 简报 书比人好 更多

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]

返回到分类主页： 决策与评估  |  金融与投资  |  营销  |  战略与策略

更多管理方法、模型和理论