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PAGE PAGE 9 重庆科技学院 营销工程论文 题 目 波士顿矩阵分析法在 \o 酒类 酒类 \o 营销 营销中的运用 院 （系） 工商管理学院 专业班级 市场营销09-02班 学生姓名 学号 指导教师 职称 论文成绩__ _ 论文评语__ _ __ _ __ _ 摘 要 波士顿 矩阵（BCG）法，为了使公司的发展能够与千变万化的 市场机会之间取得切实可行的适应，就必须合理地在各项业务之间分配资源。在此过程中不能仅凭印象，认为哪项业务有前途，就将资源投向哪里，而是应该根据潜在利润分析各项业务在企业中所处的地位来决定，波士顿矩阵法就是一种著名的用于评估公司投资组合的有效模式。 矩阵图中的八个圆圈代表公司的八个业务单位，它们的位置表示这个业务的市场成长率和相对市场份额的高低；面积的大小表示各业务的销售额大小。波士顿矩阵法将一个公司的业务分成四种类型：问题、明星、现金牛和瘦狗。 关键词：波士顿矩阵 BCG 投资组合 ABSTRACT Boston matrix (BCG) method, in order to make the development of the company can and protean market opportunity to get practical between, it must reasonably in various business between allocates resources. In the process, not only by the impression that a promising business which, putting resources into, but where the potential profit should be based on the analysis of various business in the enterprise of the position to decide, Boston matrix method is a famous used to assess the company portfolio effective mode. The matrix of eight circle represent the company of the eight business unit, they said the business of the position of the market growth rate and relative market share the height; The size of each business sales said size. Boston matrix method will be a business of the company into four types: the problem, star, cash cow and thin dog. Keywords: Boston matrix BCG portfolio 目 录 摘 要··························· ·1 ABSTRACT···························2 目 录····························3 一．模型介绍 ·························4 二．模型的重要假设 ······················5 三．如何用模型来分析 ·····················5 四．波士顿矩阵的优点 ·····················6 五．BCG矩阵的局限性 ····················6 六． 波士顿咨询集团法的应用法则 ················6 七． 波士顿矩阵在酒类营销中的运用 ··········