波士顿矩阵的应用法则（The law of application of the Boston matrix）.docVIP

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波士顿矩阵的应用法则（The law of application of the Boston matrix）.doc

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波士顿矩阵的应用法则（The law of application of the Boston matrix）

波士顿矩阵的应用法则（The law of application of the Boston matrix） (1) basic principles. This law combines all the products of the enterprise from the angle of sales growth and market share. In the diagram, the vertical axis represents the growth rate of the company, the horizontal axis represents the share of the market, each with 10% and 20% as the distinction between high and low point, the graph is divided into four quadrants, followed by a question mark (?) And star (*), cash cow (RMB) and thin dog (x). In use, the enterprise products can be according to their sales growth and market share in different quadrants, make the enterprise existing product portfolio at a glance, also to make development decisions of different products in different quadrants. The purpose is to divide the different quadrant through products, to enable enterprises to take different decisions, to ensure its continuous development prospects are eliminated, keep the mark and Star, cash cow products reasonable combination, product and resource allocation structure of the benign circulation. (2) basic steps. Mainly include: To calculate the sales growth rate and market share of various products. Sales growth rate can be increased by the sales volume or sales volume of this enterprise. Time can be one year, or three years, or even longer. Market share, relative market share or absolute market share, but with the latest information. The basic formula is: The absolute market share of a product in this enterprise = the sales volume of this product / the total sales volume of the product The market share of a product relative to the market = the market share of the product, the companys market share / the largest share of the product (or the specific competitor) Draw four quadrant diagram. With the sales growth rate of 10% and the market share of 20% as the standard dividing line, the coordinate map is divided into four quadrants. Then, according to the sales growth rate and the market share of all the produ