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现场营销专家：BCG分析的帮助，产品实力和劣势的确定

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BCG缩写为波士顿咨询小组

BCG分析基本上与营销，品牌和广告有关。它通常用于产品的优势和劣势。B.C.G Matrix由1970年代的伟大和著名的波士顿咨询集团开发。他们在此营销中给出了几个术语，该产品已被用来按照市场的份额来对其进行评分，并且根据市场的增长，产品与市场份额之间存在关系。这些分析都是基于两者进行的。波士顿咨询集团的布鲁斯·亨德森（Bruce Henderson）已开发出计划模型的投资组合，基本上是基于以下事实：市场份额以及与最高竞争对手有关的市场增长。

There are two different terms which are preferable and in demand in BCG analysis and that are industry attractiveness and competitive advantage. Market growth refers to industry attractiveness and market share refers to competitive advantage. It determines the business profits, the profitability in the business and the growth in the business. It also represents the cash flows in the business; it talks about the sales volume in the business and many more. There are circles in the matrix figure which indicates the presence of product and brand. The sales volume which is represented in the form of size.

The growth share matrix of BCG is divided basically into four main categories:

那些是：

1.狗

2.问号

3.星星

4.收银牛

狗的市场份额很低，狗在市场上的增长率非常低，并且狗的利润不会大量，因为它们没有那么有用且重要的市场份额和利率。他们无法产生如此高的数量，而且狗也无法采用更多的消费水平。他们不能赚钱或拿钱。在这种类型的业务中，发生的工作和潜力很少，因此狗却遭受了金钱和盈利能力的困扰。它不能创造很多利润。

Question marks in this type of matrix it is growing very large and also can’t generate large amount of cash, this type also able to consume large amount of money but they also have low shares of market, they don’t have high market share. Question mark has the potential to achieve or gain high market share. They have high potential to reach the next level that is star. Question mark has the ability to gain the market share and go to the star and if the market growth slows down, it can move into dogs if they don’t get the good market growth and good market rate.

毫无疑问，明星的市场份额很大，而且具有很高的市场份额。由于恒星的增长率很高，因此大量现金被恒星所消耗。如果它将占有很大的市场份额，并且份额下降，它将进入摇钱树。

摇钱树是市场上的领导者，它们的市场利率和增长良好。他们产生的现金比消耗的现金高。他们还可以变成问号并成为市场领导者。现金牛还会在公司中产生稳定的金额和稳定的现金流量。摇钱树在此矩阵的最后一个也是最后一个阶段变成狗。

他们有一定的局限性：

The industry attractiveness and the competitive advantage.

1.行业吸引力是市场增长率的唯一因素，竞争优势是市场份额的唯一因素。

2. No business unit is dependant of others.

3.狗是其他企业的帮助，以实现竞争优势。

4. Market share is risky and it not creates the factor of success.

5.它只有两个维度是市场增长和市场份额。

This BCG matrix is based on the theory of product life cycle. It is helpful for the company and for the managers in the company to evaluate the balance in the BCG matrix of cash cows, stars, question marks and dogs. It is a basic and a base for managers to take the further actions, to proceed to the future plans, to decide the future benefits of the business. This model is not that hard to understand.

BCG Matrix确定了需要先授予业务以改善增长的优先级。它有助于了解将根据业务规模规模适合所有策略的策略。它适用于想要大量销售的大型公司。当他们照顾这个矩阵时，管理层的工作变得容易。关于销售量和规模以及增长，这非常简单易懂。