酒店市場增長率的高低相對酒店在市場的業(yè)務(wù)高低――波士頓矩陣。

酒店市場增長率的高低相對酒店在市場的業(yè)務(wù)高低——波士頓矩陣。
    波士頓矩陣又稱市場增長率一相對市場份額矩陣。該方法是由波士頓咨詢集團(tuán)（Boston Consulting，BCG）在上世紀(jì)70年代初開發(fā)的。BCG矩陣將組織的每一個戰(zhàn)略事業(yè)單位標(biāo)在一種二維的矩陣圖上，從而顯示出哪個業(yè)務(wù)提供高額的潛在收益，以及那個業(yè)務(wù)是組織資源的漏斗。波士頓矩陣根據(jù)市場增長率和相對市場份額分為四種業(yè)務(wù)組合。
    1.問題類業(yè)務(wù)
    指市場增長率高、相對市場份額低的業(yè)務(wù)，對于這類業(yè)務(wù)，酒店企業(yè)需要投入大量的資金支持其生產(chǎn)經(jīng)營活動，但是生成的資金較少。對這類業(yè)務(wù)的投資需要進(jìn)一步分析，只有那些符合酒店企業(yè)長遠(yuǎn)發(fā)展目標(biāo)、具有資源優(yōu)勢或者能夠增強(qiáng)企業(yè)核心競爭能力的業(yè)務(wù)才值得繼續(xù)投資。一項或兩項，集中投資發(fā)展。
    2.明星類業(yè)務(wù)
    指市場增長率高、相對市場份額高的業(yè)務(wù)。這類業(yè)務(wù)為酒店企業(yè)帶來了長期盈利的機(jī)會，但因?yàn)槭袌鲞€在高速增長，需要大量的投資來對抗或擊退競爭對手。酒店企業(yè)應(yīng)根據(jù)最近狀況，選擇這兩個或其中的一個業(yè)務(wù)優(yōu)先供給它們所需要的資金，支持它們繼續(xù)發(fā)展。
    3.現(xiàn)金牛類業(yè)務(wù)
    指市場增長率低、相對市場份額高的業(yè)務(wù)。這類業(yè)務(wù)往往是成熟市場中的領(lǐng)導(dǎo)者，是酒店企業(yè)資金的主要來源，企業(yè)不需要大量投資，反而用此獲得的資金來支持其他類業(yè)務(wù)。酒店只有一個現(xiàn)金牛類業(yè)務(wù)，說明它的資金來源有限，一旦因環(huán)境變化而導(dǎo)致其市場份額下降，公司就不得不從其他業(yè)務(wù)中抽回現(xiàn)金來維持現(xiàn)金牛業(yè)務(wù)的領(lǐng)導(dǎo)地位。
    4.瘦狗類業(yè)務(wù)
    指市場增長率低、相對市場份額也低的業(yè)務(wù)。一般情況下，這類業(yè)務(wù)獲利低甚至是虧損的。要是酒店企業(yè)有兩項瘦狗類業(yè)務(wù)，如果這類業(yè)務(wù)還能自我維持，則應(yīng)縮小經(jīng)營范圍，加強(qiáng)內(nèi)部管理。如果這類業(yè)務(wù)已徹底失敗，酒店企業(yè)及時采取措施，清理業(yè)務(wù)或退出經(jīng)營領(lǐng)域，否則只會加重酒店企業(yè)的虧損并影響其他業(yè)務(wù)的發(fā)展。
    酒店產(chǎn)品以客房和餐廳為主，還經(jīng)營著康樂、酒吧、咖啡廳等業(yè)務(wù)，可以采用波士頓矩陣分析法，找出自己的問題類業(yè)務(wù)、明顯類業(yè)務(wù)、現(xiàn)金牛類業(yè)務(wù)和瘦狗類業(yè)務(wù)，有針對性地進(jìn)行酒店市場營銷，以期在市場上贏利，獲得較大的市場份額和良好的聲譽(yù)。
The hotel market growth, the relative level of the hotel business in the market high and low, the Boston matrix.
    The Boston Matrix, also known as market growth, the relative market share matrix. The method is developed in the early 1970s by the Boston Consulting Group (Boston Consulting, BCG). BCG matrix will be organized every strategic business units marked in a two-dimensional matrix in order to show which business is to provide high potential returns, and that business is the funnel of the organizational resources. Boston matrix according to the market growth rate and relative market share is divided into four business combination.
    A problem class of business
    Refers to the high market growth rate, relatively low market share of business for this type of business, hotel companies need to invest a lot of money to support their production and business activities, but generated less money. The investment in this type of business that require further analysis, only those who meet the long-term development goals of the hotel enterprises with resources advantages, or to enhance their core competitiveness of the business is worth continuing to invest. One or two, focus on investment and development.
    2 star class of business
    The high market growth rate, relative market share of high business. This kind of business for the hotel business opportunities for long-term profitability, but because the market is still high growth will require significant investment to resist or repel competitors. According to a recent situation, the hotel enterprises should choose this two or a business priority to supply the funds they need to support them to continue to develop.
    3 cash cow business
    The low market growth rate, relative market share of high business. Such business leader in the mature markets, a major source of financing of hotel enterprises, enterprises do not need to invest heavily, but use this to obtain the funds to support other types of business. The hotel is only one cash cattle business, indicating its limited financial resources due to environmental changes caused by its falling market share, the company would have to withdraw cash from other business to maintain the leadership position of the cash cow business.
    Skinny dog ​​class business
    The market growth rate is low, the relative market share of low business. Under normal circumstances, such low business profitability or even losses. I have two skinny dog ​​class business hotel enterprises, if this type of business but also self-sustaining, should narrow the scope of operation, strengthen internal management. If such business has been a complete failure, the hotel enterprises to take timely measures to clean up the business or exit the business field, otherwise it will only increase the loss of hotel companies and influence the development of other businesses.
    Hotel offering rooms and restaurant, which also operates the recreational, bars, cafes and other services, the Boston matrix analysis to identify the problem class of business, obviously class of business, the cash cow class business and dogs class of business. targeted marketing, in order to profit in the market, access to a larger market share and good reputation.