grow营销模型：Alevel商务知识点 市场营销
grow营销模型：Alevel商务知识点 市场营销These products have a high market share in a high growth market. They are very successful products which create a large amount of revenue for the business. They still require a large amount of money to be spent on their promotion in order to keep ahead of the rival products in the marketplace. They are at the 'Growth' stage of the product life-cycle.Stars 明星Problem Child 问题儿童Sometimes ref
The purpose of the extension strategy is to delay the decline stage of the lifecycle and produce extra sales and revenue for the business.
扩展战略的目的是推迟生命周期的衰退阶段，为企业产生额外的销售和收入。
This is a method of analysing the product portfolio of a business (that is the number and range of different products which a business produces at a particular point in time). This model was developed by a group of management consultants called the Boston Consulting Group and it divides the products that are produced by a business into 4 categories according to their market share and the level of market growth. The 4 categories are :
这是一种分析企业产品组合的方法（即企业在某一特定时间点生产的不同产品的数量和范围）。这个模型是由一群名为波士顿咨询集团的管理顾问开发的，它将一个企业生产的产品根据其市场份额和市场增长水平分为4个类别。这4个类别是：
Problem Child 问题儿童
Sometimes referred to as Question Marks or Wild Cats). This is a product which has a low market share in a high growth industry. These products have often been launched quite recently and have not had the necessary time to establish themselves in the market. They will require a significant amount of money to be spent on their promotion in order to achieve a healthy market share. They are at the 'Introduction' stage of the product life-cycle.
有时被称为问号或野猫）。这是一种在高增长行业中市场占有率低的产品。这些产品往往是最近才推出的，还没有必要的时间在市场上建立自己的地位。它们将需要大量的资金用于推广，以获得健康的市场份额。它们正处于产品生命周期的 "引进 "阶段。
Stars 明星
These products have a high market share in a high growth market. They are very successful products which create a large amount of revenue for the business. They still require a large amount of money to be spent on their promotion in order to keep ahead of the rival products in the marketplace. They are at the 'Growth' stage of the product life-cycle.
这些产品在高增长的市场上有很高的市场份额。它们是非常成功的产品，为企业创造了大量的收入。它们仍然需要大量的资金用于推广，以便在市场上领先于竞争对手的产品。它们正处于产品生命周期的 "成长 "阶段。
Cash Cows 现金牛
These products have a very high market share in a stable market (i.e. market growth is low). These products are at the 'Maturity' and 'Saturation' stages of their product life-cycle and produce a very large amount of revenue for the business. This money is often used to promote the 'Problem Child' products and to develop new products.
这些产品在一个稳定的市场中拥有非常高的市场份额（即市场增长较低）。这些产品处于产品生命周期的 "成熟期 "和 "饱和期"，为企业创造了大量的收入。这笔钱通常被用来推广'问题儿童'产品和开发新产品。
Dogs 犬类
These products have a very low market share in a low growth market. They produce very little revenue for the business and are at the 'Decline' stage of the product life-cycle. The business has to decide whether to try and extend the life-cycle and boost sales revenue or whether to delete the product from the portfolio.
这些产品在一个低增长的市场中拥有很低的市场份额。它们为企业带来的收入非常少，处于产品生命周期的 "衰退 "阶段。企业必须决定是否尝试延长生命周期并提高销售收入，或者是否从产品组合中删除该产品。
These different categories can be represented in a Boston Matrix as illustrated below:
这些不同的类别可以用波士顿矩阵来表示，如下图所示：
As you can see from the above diagram this business has five products in its portfolio. The size of each circle is proportional to the amount of revenue which each product generates. Some important points to note from the diagram :
从上图可以看出，这家企业的产品组合中有五种产品。每个圆圈的大小与每个产品产生的收入数额成正比。从图中可以看出一些重要的问题：
Product 1 is a 'Dog' and is clearly in decline - the business would be advised to delete this product from its portfolio.
Product 2 is a 'Cash Cow' and produces large amounts of revenue to fund new product development as well as to fund 'Problem Child' products (such as Product 3).
Product 4 is a 'Star' and is generating a high level of sales but is probably likely to face strong competition in the near-future. It will therefore require much money to be spent on its advertising and promotion in order to protect its sales from rival brands.
Product 5 is another 'Dog' but it clearly still produces a reasonable level of sales revenue. The business may decide to use an extension strategy to prolong the life-cycle of the product and to boost its sales level. Otherwise product 5 may well go into terminal decline like product 1.
产品1是一只 "狗"，而且明显在衰退--建议该企业从其投资组合中删除这一产品。
产品2是 "现金牛"，产生大量的收入来资助新产品的开发，以及资助 "问题儿童 "产品（如产品3）。
产品4是一个 "明星"，正在产生一个高水平的销售，但在不久的将来可能会面临强大的竞争。因此，它将需要在广告和促销上花费大量资金，以保护其销售不受竞争对手的影响。
产品5是另一个 "狗"，但它显然仍然产生合理的销售收入水平。企业可能会决定使用延长战略来延长产品的生命周期，并提高其销售水平。否则，产品5很可能会像产品1一样进入末期衰退。
This refers to the situation where a business develops its strategy based upon its existing strengths and assets. This involves the business focussing on what it currently performs effectively and then using this as the base for developing new products or breaking into new markets.
For example many chocolate manufacturers (such as Cadbury Nestle and Mars) have built on the tremendous success of their confectionery products to break into the ice-cream market (e.g. brands such as Crunchie Starburst and Rolo have become high sales-volume ice-cream lines as well as maintaining their high sales levels for the confectionery lines).
Niche marketing capitalises on the consumer loyalty that a business has and helps it to develop new products and devise new marketing strategies.
这是指企业在其现有优势和资产的基础上制定战略的情况。这涉及到企业专注于其目前有效的表现，然后将其作为开发新产品或进入新市场的基础。
例如，许多巧克力制造商（如吉百利、雀巢和玛氏）在其糖果产品的巨大成功的基础上打入冰淇淋市场（如Crunchie、Starburst和Rolo等品牌已成为高销售量的冰淇淋系列，并保持其糖果系列的高销售水平）。
利基营销利用了企业拥有的消费者忠诚度，并帮助企业开发新产品和设计新的营销策略。
This refers to the amount of money which is added on to the raw material cost in order to arrive at the retail price for a product.
For example the raw materials needed to manufacture a car might include steel plastic rubber aluminium glass electronics etc. These may total £6 000 for a particular car which retails to customers for £19 000. The difference of £13 000 is added value.
It represents what the customer is actually prepared to pay for the final product. This £13 000 is not the profit that the manufacturer receives from selling the car since part of it will be used to pay for wages and factory costs - so the profit will be less than the £13 000.
Some products have a very high added value figure (e.g. McDonalds 'Big Mac' Sunny Delight and Manchester United football kits. The customer is prepared to pay a price which is several hundred percent higher than the cost of the raw materials. This could be due to the speed of service the quality of the image / brand the taste the design the advertising or the quality of the finished product.
这指的是在原材料成本基础上增加的金额，以便得出产品的零售价格。
例如，制造一辆汽车所需的原材料可能包括钢、塑料、橡胶、铝、玻璃、电子产品等。对于一辆特定的汽车来说，这些材料的总额可能是6 000英镑，而这辆车的零售价是19 000英镑。13 000英镑的差额是附加价值。
它代表了客户实际准备为最终产品支付的费用。这13 000英镑不是制造商从销售汽车中获得的利润，因为其中一部分将用于支付工资和工厂成本--所以利润将少于13 000英镑。
有些产品的附加值数字非常高（如麦当劳的 "巨无霸"、阳光快乐和曼联的足球装备。客户准备支付比原材料成本高百分之几百的价格。这可能是由于服务的速度、形象/品牌的质量、口味、设计、广告或成品的质量。
