三、簡(jiǎn)答題

　　1. (本小題6分，可以選用中文或英文解答，如使用英文解答，須全部使用英文，答題正確的，增加5分，最高得分為11分。)

　　樂(lè)彩糖類(lèi)公司是我國(guó)一家糖果生產(chǎn)企業(yè)，其產(chǎn)品主要有口香糖、薄荷糖、咖啡糖、水果糖、棒棒糖，其產(chǎn)品的年銷(xiāo)售額、市場(chǎng)增長(zhǎng)率與相對(duì)市場(chǎng)占有率如圖所示：

　　(1)根據(jù)上述案例，判斷口香糖、薄荷糖、咖啡糖、水果糖、棒棒糖分別屬于哪種業(yè)務(wù)。

　　(2)針對(duì)各種業(yè)務(wù)，指出適宜采用的戰(zhàn)略。

　　(3)簡(jiǎn)述波士頓矩陣的啟示。

　　[答案]

　　(1)市場(chǎng)增長(zhǎng)率是指企業(yè)所在產(chǎn)業(yè)某項(xiàng)業(yè)務(wù)前后兩年市場(chǎng)銷(xiāo)售額增長(zhǎng)的百分比，通常用10%平均增長(zhǎng)率作為增長(zhǎng)高、低的界限。企業(yè)在產(chǎn)業(yè)中的相對(duì)市場(chǎng)占有率是指以企業(yè)某項(xiàng)業(yè)務(wù)的市場(chǎng)份額與這個(gè)市場(chǎng)上最大的競(jìng)爭(zhēng)對(duì)手的市場(chǎng)份額之比。相對(duì)市場(chǎng)占有率的分界線為1.0，劃分為高、低兩個(gè)區(qū)域。

　　口香糖及棒棒糖屬于明星業(yè)務(wù);薄荷糖屬于瘦狗業(yè)務(wù);咖啡糖屬于問(wèn)題業(yè)務(wù);水果糖屬于現(xiàn)金牛業(yè)務(wù)。

　　(2)口香糖與棒棒糖屬于高增長(zhǎng)強(qiáng)競(jìng)爭(zhēng)地位的明星業(yè)務(wù)，應(yīng)采用發(fā)展戰(zhàn)略。

　　薄荷糖屬于低增長(zhǎng)弱競(jìng)爭(zhēng)地位的瘦狗業(yè)務(wù)，可以采用收割或放棄戰(zhàn)略。

　　咖啡糖屬于高增長(zhǎng)低競(jìng)爭(zhēng)地位的問(wèn)題業(yè)務(wù)，可以采用發(fā)展、收割或放棄戰(zhàn)略。

　　水果糖屬于低增長(zhǎng)強(qiáng)競(jìng)爭(zhēng)地位的現(xiàn)金牛業(yè)務(wù)，可以采用保持或收割戰(zhàn)略。

　　(3)波士頓矩陣有以下幾方面重要的貢獻(xiàn)：

　�、俨ㄊ款D矩陣是最早的組合分析方法之一，作為一個(gè)有價(jià)值的思想方法，被廣泛運(yùn)用在產(chǎn)業(yè)環(huán)境與企業(yè)內(nèi)部條件的綜合分析、多樣化的組合分析、大企業(yè)發(fā)展的理論依據(jù)等方面。

　�、诓ㄊ款D矩陣將企業(yè)不同的經(jīng)營(yíng)業(yè)務(wù)綜合在一個(gè)矩陣中，具有簡(jiǎn)單明了的效果。

　　③該矩陣指出了每個(gè)經(jīng)營(yíng)單位在競(jìng)爭(zhēng)中的地位，使企業(yè)了解到它們的作用和任務(wù)，從而有選擇和集中地運(yùn)用企業(yè)有限的資金。每個(gè)經(jīng)營(yíng)業(yè)務(wù)單位也可以從矩陣中了解自己在總公司中的位置和可能的戰(zhàn)略發(fā)展方向。

　　④利用波士頓矩陣還可以幫助企業(yè)推斷競(jìng)爭(zhēng)對(duì)手對(duì)相關(guān)業(yè)務(wù)的總體安排。其前提是競(jìng)爭(zhēng)對(duì)手也使用波士頓矩陣的分析技巧。

　　[Answer]

　　(1)Market growth rate refers to the percentage of growth of two consecutive year sales amount of one business in one industry in which the enterprise operates. 10% average growth rate is usually used as the limit of high growth and low growth. The relative market share of the industry refers to that the enterprise uses market share of one business to compare with the market share of the largest competitor in the market. The boundary of relative market share is 1.0, it is classified into high area and low area.

　　Chewing and lollipop belong to star business; peppermint sweet belongs to dogs business; coffee candy belongs to question marks business; fruit drops belong to cash cows business.

　　(2)Chewing and lollipop belong to star business which is in high growth and high competitiveness position, development strategy could be adopted.

　　Peppermint sweet belongs to dogs business which is in slow growth and low competitiveness position, abandon strategy or harvest strategy could be adopted.

　　Coffee candy belongs to question marks business which is in high growth and low competitiveness position, development strategy, harvest strategy or abandon strategy could be adopted.

　　Fruit drops belong to cash cows business which is in slow growth and high competiveness position, keeping strategy or harvest strategy could be adopted.

　　(3)Boston Matrix has material contributions in the following aspects:

　�、� Boston Matrix is one of the earliest combination analysis methods, as a valuable thinking method, it is widely applied in comprehensive analysis of industry environment and internal conditions of enterprise, diversified combination analysis and theory basis of large enterprise development.

　�、� Boston Matrix combines different businesses into one matrix, which has simple effectiveness.

　�、� Boston Matrix indicates the position of each business unit in competition, which makes the enterprise to understand their roles and tasks in order to select and intensively use enterprise’s limited fund. Each business unit may learn its own position in head office and possible strategy development direction.

　�、� Boston Matrix may help enterprise to infer the general arrangement of related business of competitors. The precondition is that the competitor also uses analytical skill of Boston Matrix.

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