产品—市场战略的拓展分析（Expansion analysis of product market strategy）.docVIP

产品—市场战略的拓展分析（Expansion analysis of product market strategy） BCG matrix model is one of the basic tools of analysis to develop product / market strategy of the enterprise, the analysis is focused on each strategic unit in a given market, established the product (business units, product) operating status and adjustments in the future strategic direction. But the traditional BCG matrix is a static analysis method, no structure on the strategic unit analysis does not reveal the product / market structure changes, while the four strategic direction of the traditional BCG matrix model given by (maintenance, expansion, selective expansion, give up) have not considered the effect of product life cycle bring. Therefore, many scholars have developed new analysis methods based on the BCG matrix model to make up for the shortcomings of traditional analysis. Structural analysis An enterprise should not only determine its own strategy for each strategic unit (business unit), but also carry out strategic analysis of the business portfolio. A reasonable and balanced combination is the driving force for enterprises to achieve sustained growth. What combination is reasonable? A basic judgment is that both can take into account the survival of the current enterprise, but also to consider the continued existence of enterprises, both quality and quantity. In the analysis of business combination, not only pay attention to quality management of each combination of strategic units (business units) on corporate revenues and cash contribution; but also on the amount of each type of strategic unit scale and proportion in the business combination in. We use a foreign scholars summed up the two combination rules for everyone to analyze. Equilibrium distribution rule: strategic unit structure, in BCG region, the star region, Taurus regional should have strategic unit distribution corresponding number and size, if in the three regions, there are gaps, it means that the business combination in que