Boston Matrix: essence, zoo, cov disadvantages

Yuav ua li cas yog Boston matrix? Qhov no witty thiab thawj txoj kev ntawm cov khoom faib twb coined los ntawm ib pab pawg neeg ntawm Boston marketers taws los ntawm Bruce Henderson nyob rau hauv lub lig 60-ies ntawm lub xeem caug xyoo. Kom meej meej lawv qhia cov qauv no nyob rau hauv ib lub rooj ntawm plaub quadrants. Raws li Henderson, txhua yam khoom los yog kev pab muaj peev xwm yuav ntaus nqi mus rau ib qho ntawm lub quadrants. Ntsug axis ntawm lub rooj - ib tug nqi ntawm txoj kev loj hlob ntawm lub xeem ntawm lub lag luam, kab rov tav - kev ua lag luam qhia tawm ntawm cov khoom (kev pab cuam). txoj kev loj hlob muaj zog tej zaum yuav txawv nyob ntawm seb lub economic tej yam kev mob thiab cov kev xav tau ntawm lub tuam txhab.

Plaub hom ntawm cov khoom (kev pab)

1. Lub Hnub Qub - khoom uas hais tias muaj ib tug siab ua lag luam qhia tawm nyob rau hauv lub ceev ceev zuj zus ciaj uas muag. Raws li lawv coj lub feem ntau profit, lawv yuav tsum tiv thaiv, khw, thiab, ntawm chav kawm, tsim tshiab hnub qub.

2. Nyuaj cov me nyuam - tsis muaj kev ua lag luam qhia tawm hauv siab pace ntawm kev ua lag luam kev loj hlob. Lawv haus ib tug ntau ntawm cov kev pab thiab ib tug me ntsis muab. Yog hais tias qhov kev kawm, nce qhov feem pua ntawm kev ua lag luam qhia tawm yuav tsum tau ib tug tseem ceeb nyiaj txiag peev.

3. Nyiaj nyuj - rau cov khoom uas yog yus muaj los ntawm siab ua lag luam qhia tawm thiab uas tsis muaj nqi ntawm kev ua lag luam kev loj hlob. Nrog me me kev nqis peev uas lawv coj lub siab tshaj plaws profit. Mis nyuj yuav tsum tau sab laug nyob rau hauv lub portfolio li ntev raws li qhov teeb meem no tsis hloov.

4. dev - tsis muaj kev faib ua feem thiab tsis muaj nqi. Qhov no hai peev uas tsuas haus lub tuam txhab kev pab. Lawv zoo kiag li tshem tawm los yog tsawg kawg txo lawv muaj nyob rau hauv lub portfolio.

zoo

Los ntawm lub standpoint ntawm tus tsom xam ntawm Internal dab, Boston matrix muaj ib tug xov tooj ntawm zoo:

- muab ib tug generalized daim duab ntawm lub competitiveness thiab kev thov rau lub tuam txhab cov khoom;

- nws yuav pab nyob rau hauv lub ua neeg ncajncees hom kev xaiv ntawm marketing cov tswv yim;

- tsom nyob rau thaum xaus neeg siv, khoom, ntau lawm tagnrho thiab lub resultant profit muag khoom;

- qhia qhov muaj feem thib rau tej thaj chaw thaum twg yog xav txawv kev xaiv ntawm marketing kev txiav txim siab;

- nws yog lub feem ntau pheej yig mus kom ze rau xaiv yaam tsom xam ntawm lub tuam txhab khoom lub pob tawb.

shortcomings

Nyob rau hauv tas li ntawd mus rau lub zoo, Boston matrix muaj disadvantages:

- nws yog teem rau lub tuam txhab, uas nyob rau hauv nws me me, los yog aspiring rau coj noj coj ua;

- Boston matrix tsom rau cov khoom uas zoo thiab nyiaj txiag tsev ntawm lub tuam txhab, tab sis tsis yog raws li ib qho tseem ceeb cov tswv yim nyob rau hauv lwm yam workspaces rau nws: cov neeg, technology, kev tswj, thiab lwm yam.;

- loses nws clarity thaum multiproduct raug los yog yuav tsum tau ib tug xav paub ntau dua kev saib xyuas ntawm txhua tus neeg cov khoom qeb;

- los ntawm tus tsom xam ntawm no matrix muaj tswv yim pab, tiam sis tsuas nyob rau hauv cov nqe lus ntawm kev nrhiav kom tau tiav los ntawm cov kev tshwm sim. Tsis muaj ntau cov kev tshawb fawb nws tsis muab ib tug duab zoo sib xws rau lub neej yav tom ntej.

Ntawm cov hoob kawm, tus Boston matrix yog ib tug ncaj "ntse" lub cuab tam, tab sis nyob rau hauv kev xyaum yog ib qho zoo yuav coj ib tug txiav txim zaum kawg raws li nyob rau hauv cov kev tshwm sim ntawm tsis ib tiam sis ob peb txoj kev xaiv yaam tsom xam ntawm lub tuam txhab.