The GE Matrix Model--GE矩阵模型

2022-08-28 16:40:29   --   来源:中国经济管理大学|中國經濟管理大學   --   浏览:39
内容提要:中国经济管理大学The GE Matrix Model E矩阵模型

中国经济管理大学The GE Matrix Model

GE矩阵模型

 

 

GE矩阵法又称通用电器公司法、麦肯锡矩阵、九盒矩阵法、行业吸引力矩阵是美国通用电气公司(GE)于70年代开发了新的投资组合分析方法。对企业进行业务选择和定位具有重要的价值和意义。GE矩阵可以用来根据事业单位在市场上的实力和所在市场的吸引力对这些事业单位进行评估,也可以表述一个公司的事业单位组合判断其强项和弱点。在需要对产业吸引力和业务实力作广义而灵活的定义时,可以以GE矩阵为基础进行战略规划。按市场吸引力和业务自身实力两个维度评估现有业务(或事业单位),每个维度分三级,分成九个格以表示两个维度上不同级别的组合。两个维度上可以根据不同情况确定评价指标。
The GE Matrix Method, also known as the GE Corporation Law, the McKinsey Matrix, the Nine Box Matrix Method, and the Industry Appeal Matrix, is a new portfolio analysis method developed by GE in the 1970 s. It has important value and significance to conduct business selection and positioning of enterprises. The GE matrix can be used to evaluate these institutions based on the strength of the institutions in the market and the attractiveness of the market, or to judge a firm's strengths and weaknesses. In a broad and flexible definition of industrial attractiveness and business strength,strategic planning can be based on the GE matrix. The existing business (or public institution) is evaluated in two dimensions of market attraction and business strength, and each dimension is divided into three levels and divided into nine grids to represent a combination of different levels on the two dimensions. Evaluation indicators can be determined according to different situations in the two dimensions.
 
GE矩阵应用技巧 GE Matrix Application Skills
  在战略规划过程中,应用GE矩阵必须经历以下5个步骤:
During the strategic planning process, applying the GE matrix must undergo the following 5 steps:
(1)确定战略业务单位,并对每个战略业务单位进行内外部环境分析。根据企业的实际情况,或依据产品(包括服务),或依据地域,对企业的业务进行划分,形成战略业务单位,并根据针对每一个战略业务单位进行内外部环境分析。
(1)Identify strategic business units and conduct internal and external environmental analysis for each strategic business unit. According to the actual situation of the enterprise, or according to the products (including services), or according to the region, the business of the enterprise is divided, form a strategic business unit, and according to the internal and external environment analysis for each strategic business unit.
(2)确定评价因素及每个因素权重。确定市场吸引力和企业竞争力的主要评价指标,及每一个指标所占的权重。市场吸引力和企业竞争力的评价指标没有通用标准,必须根据企业所处的行业特点和企业发展阶段、行业竞争状况进行确定。但是从总体上讲,市场吸引力主要由行业的发展潜力和盈利能力决定,企业竞争力主要由企业的财务资源、人力资源、技术能力和经验、无形资源与能力决定。确定评价指标的同时还必须确定每个评价指标的权重。
(2)Determine the evaluation factors and the weight of each factor. Identify the main evaluation indicators of market attraction and enterprise competitiveness, and the weight of each index. There is no general standard for the evaluation indicators of market attraction and enterprise competitiveness, and it must be determined according to the industry characteristics of the enterprise, the enterprise development stage and the competition status of the industry. However, on the whole, the market attraction is mainly determined by the development potential and profitability of the industry, and the competitiveness of the enterprise is mainly determined by the financial resources, human resources, technical ability and experience, and intangible resources and ability of the enterprise. With the determination of the evaluation index, we must also determine the weight of each evaluation index.
(3)进行评估打分。根据行业分析结果,对各战略业务单位的市场吸引力和竞争力进行评估和打分,并加权求和,得到每一项战略业务单元的市场吸引力和竞争力最终得分。
(3)Conduct the evaluation and score. According to the results of the industry analysis, the market attraction and competitiveness of each strategic business unit are evaluated and scored, with a weighted sum, to finally score the market attraction and competitiveness of each strategic business unit.
(4)将每个战略单位标在GE矩阵上。根据每个战略业务单位的市场吸引力和竞争力总体得分,将每个战略业务单位用圆圈标在GE矩阵上。在标注时,注意圆圈的大小表示战略业务单位的市场总量规模。有的还可以用扇形反映企业的市场占有率。
(4)Mark each strategic unit on the GE matrix. Each strategic business unit is circled on the GE matrix based on the overall market attractiveness and competitiveness score of each strategic business unit. When marking, pay attention to the size of the circle that represents the total market size of the strategic business unit. Some can also use fans to reflect the market share of enterprises.
(5)对各战略单位策略进行说明。根据每个战略业务单位在GE矩阵上的位置,对各个战略业务单位的发展战略指导思想进行系统说明和阐述。
(5) Explain each strategic unit strategy. According to the position of each strategic business unit, we will systematically explain and explain the development strategy guiding ideology of each strategic business unit on the GE matrix.

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