波士顿法的理论探讨

The Issue in the Theory of BCG Method

波士顿法用市场销售增长率和市场占有率表示企业产品的市场吸引力和产品实力,以鉴别其市场竞争地位和竞争力,从而为产品的选择和优化提供决策依据。文章认为,要正确评价产品与优化产品组合,波士顿法应当采用“一定时期企业产品在目标市场的平均销量增长率”和“一定时期企业产品在目标市场的平均占有率”这两个指标来分别反映企业产品的市场吸引力和企业产品的实力;同时以目标市场全部企业对应指标的平均值为标准来划分象限,分类产品,显示产品在目标市场竞争结构下相对竞争力的大小;还要注重动态原则、资源与经营范围匹配原则以及产品盈利与风险匹配原则等。

In order to evaluate products appropriately and optimize product mix,the BCG method should adopt two indicators,the average relative market share and the average growth rate of sales in targeted market in a certain period,to reflect business strength and market attractiveness.It should adopt the average of overall counterparts indicators as a kind of standard to classify quadrant,sort out products and show the relative competitiveness in the competitive structure of targeting market.The product evaluation and the optimized product mix must focus on the dynamic principle and the principle of match between resources and operation dimension,profit and venture.