10 Best BCG Matrix Examples for
Students
10 个最适合学生的 BCG 矩阵案例
Posted on May 30, 2025 BY DANIEL PEREIRA
The BCG Matrix—also known as the Boston Consulting Group Matrix—is
a powerful tool that helps businesses analyze their product portfolios
and make strategic decisions. For students, it offers a simple yet effective
framework to understand how companies manage different products
based on market growth and market share.
波士顿矩阵——也称为波士顿咨询集团矩阵——是一种强大的工具，帮助企业
分析其产品组合并做出战略决策。对于学生而言，它提供了一个简单而有效的框
架，以了解公司如何根据市场增长和市场份额管理不同产品。
In this article, we’ll explore BCG Matrix Examples for Students by
walking through 10 real-world cases from globally recognized
companies. These BCG Matrix Examples for Students will make it easier
to understand how the matrix works in practice, helping you grasp key
business strategy concepts and apply them effectively in your own case
studies or projects.
在本文中，我们将通过分析全球知名公司的 10 个真实案例，探讨波士顿矩阵
实例。这些波士顿矩阵实例将帮助您更容易理解矩阵在实际中的应用，从而掌握
关键的商业战略概念，并在您自己的案例研究或项目中有效应用它们。
Contents 目录
What is the BCG Matrix?
什么是 BCG 矩阵？
How to Use the BCG Matrix
如何使用 BCG 矩阵
10 BCG Matrix Examples 10 个 BCG 矩阵实例

1. Apple BCG Matrix Example 1. 苹果 BCG 矩阵实例

2. Coca-Cola BCG Matrix Example 2. 可口可乐 BCG 矩阵示例

3. Samsung BCG Matrix Example

4. Nestlé BCG Matrix Example

5. Nike BCG Matrix Example

6. Amazon BCG Matrix Example 6. 亚马逊 BCG 矩阵案例

7. Unilever BCG Matrix Example

8. Toyota BCG Matrix Example

9. Microsoft BCG Matrix Example

10. McDonald’s BCG Matrix Example 10. 麦当劳 BCG 矩阵示例
3. 三星 BCG 矩阵示例
4. 雀巢 BCG 矩阵示例
5. 耐克 BCG 矩阵示例
7. 联合利华 BCG 矩阵案例
8. 丰田 BCG 矩阵案例
9. 微软 BCG 矩阵案例
BCG Matrix Template BCG 矩阵模板

Download FREE!

How to Use the Template: 如何使用该模板：
免费下载！
Key Takeaways for Students 学生关键要点
What is the BCG Matrix?
什么是 BCG 矩阵？
The BCG Matrix is a strategic tool developed by the Boston Consulting
Group to help companies analyze their product lines or business units. It
classifies products into four categories based on two factors: market
growth rate and relative market share. This helps businesses decide
where to invest, develop, or divest, much like how companies
use business model innovation frameworks to rethink and adjust their
overall strategic positioning..
波士顿矩阵是由波士顿咨询集团开发的一种战略工具，旨在帮助企业分析其产品
线或业务单元。它根据两个因素——市场增长率和相关市场份额——将产品分
为四类。这有助于企业决定在哪里投资、发展或剥离，就像公司使用商业模式创
新框架重新思考和调整其整体战略定位一样。
Here are the four quadrants of the BCG Matrix:
以下是 BCG 矩阵的四个象限：

Stars: High market share in a fast-growing industry. These
products require heavy investment to sustain their position but
have the potential to become future Cash Cows.
明星产品：在快速增长行业中拥有高市场份额。这些产品需要大量投
资来维持其地位，但具有成为未来现金牛的潜力。

Cash Cows: High market share in a slow-growing industry.
These products generate steady revenue with minimal
investment, often funding other business areas.
现金牛：在增长缓慢的行业中拥有高市场份额。这些产品能产生稳定
收入，只需少量投资，通常为其他业务领域提供资金支持。

Question Marks: Low market share in a high-growth market.
These products have potential but are risky. Companies must
decide whether to invest heavily to grow them or phase them
out.
疑问号：在高速增长市场中市场份额较低。这些产品具有潜力但风险
较大。企业必须决定是否要大量投资以促进其增长，还是逐步淘汰。

Dogs: Low market share in a low-growth market. These
products typically drain resources and may be candidates for
divestment.
狗：在低增长市场中市场份额低。这些产品通常会消耗资源，可能适
合剥离。
The BCG Matrix simplifies complex business decisions and helps
companies prioritize their efforts based on product performance and
market dynamics.
BCG 矩阵简化了复杂的商业决策，并帮助公司根据产品表现和市场动态来优先
安排工作。
How to Use the BCG Matrix
如何使用波士顿矩阵
Using the BCG Matrix involves a straightforward, four-step process that
helps companies analyze their product portfolios and plan strategic
actions. Here’s how it works:
使用 BCG 矩阵涉及一个简单明了的四步流程，帮助公司分析其产品组合并规划
战略行动。具体操作如下：
1. Identify Business Units or Products: List all the products,
brands, or business units that the company wants to analyze.
Each will be evaluated individually.
识别业务单元或产品：列出公司希望分析的所有产品、品牌或业务单
元。每个都将被单独评估。
2. Measure
Relative
Market
Share
and
Market
Growth: Determine each product ’ s market share relative to
competitors and assess the growth rate of the industry it
operates in. These metrics define where the product will be
placed in the matrix — a process often aligned with clarifying a
company ’ s cost structure, ensuring resources are allocated
efficiently across business units.
衡量相对市场份额和市场增长率：确定每个产品相对于竞争对手的市
场份额，并评估其所在行业的增长率。这些指标将决定产品在矩阵中
的位置——这一过程通常与明确公司的成本结构相一致，确保资源能
够高效地分配到各个业务单元。
3. Plot Each Product in the Matrix: Using the two factors —
market growth (vertical axis) and relative market share
(horizontal axis) — place each product into one of the four
quadrants: Star, Cash Cow, Question Mark, or Dog.
在矩阵中绘制每个产品：使用两个因素——市场增长（纵轴）和相对
市场份额（横轴）——将每个产品放置在四个象限之一：明星产品、
现金牛产品、疑问产品或狗产品。
4. Develop Strategic Actions: Based on the product’s position,
companies decide on actions such as investing, maintaining,
harvesting, or divesting. For example, they might choose to
invest in Stars, milk Cash Cows, nurture or drop Question Marks,
and phase out Dogs.
制定战略行动：根据产品的位置，公司决定采取投资、维持、收获或
剥离等行动。例如，他们可能会选择投资明星产品，榨取现金牛产品，
培养或淘汰疑问号产品，以及淘汰疲软产品。
10 BCG Matrix Examples 10 个 BCG 矩阵示例
To truly understand how the BCG Matrix works, it helps to look at how
major companies use it to evaluate their product portfolios. In this
section, we’ll explore 10 practical examples from some of the world’s
most well-known brands.
要真正理解 BCG 矩阵是如何运作的，了解大型公司如何用它来评估其产品组合
很有帮助。在本节中，我们将探讨来自世界上一些最知名品牌的 10 个实用案
例。
For each company, we’ll identify one product or business unit in each
quadrant of the matrix—Stars, Cash Cows, Question Marks, and Dogs
—and explain why they fit there. These real-world cases will make the
theory of the BCG Matrix come alive and give you a solid foundation for
applying it in your own studies.
对于每家公司，我们将从矩阵的每个象限中识别一个产品或业务单元——明星、
现金牛、疑问号和瘦狗——并解释它们为何适合这些位置。这些现实案例将使
BCG 矩阵的理论变得生动，并为你应用它于自己的学习打下坚实的基础。
1. Apple BCG Matrix Example
1. 苹果 BCG 矩阵示例
Apple is a prime example of how a company can manage a diverse
product portfolio using the BCG Matrix framework. Let’s take a closer
look at where some of its most notable products fit:
苹果是展示公司如何运用 BCG 矩阵框架管理多样化产品组合的典型案例。让我
们更仔细地看看其一些最知名的产品在矩阵中的位置：

Star: iPhone: The iPhone is Apple’s flagship
product, accounting for a significant portion of its revenue. It
operates in the highly competitive and fast-growing
smartphone market, where technological advancements and
consumer demand fuel continuous growth. Apple invests
heavily in research, marketing, and ecosystem integration to
maintain its leadership position. The iPhone’s strong brand
loyalty and global appeal ensure it remains a “Star,” requiring
ongoing investment to sustain its dominant position.
明星：iPhone：iPhone 是苹果公司的旗舰产品，为其带来了相当一
部分收入。它处于竞争激烈且快速发展的智能手机市场，技术进步和
消费者需求推动其持续增长。苹果公司大力投资于研发、营销和生态
系统整合，以保持其领先地位。iPhone 强大的品牌忠诚度和全球吸引
力确保它仍然是“明星”，需要持续投资以维持其主导地位。

Cash Cow: MacBook: MacBook laptops, including the MacBook
Air and MacBook Pro, represent a stable and mature segment
for Apple. The personal computing industry is relatively
slow-growing compared to smartphones, but Apple holds a
premium position with consistent demand from professionals,
students, and creatives. MacBooks deliver high margins and
generate substantial cash flow with minimal need for aggressive
marketing or innovation compared to other segments—classic
traits of a “Cash Cow”.
金牛产品：MacBook：MacBook 笔记本电脑，包括 MacBook Air 和
MacBook Pro，代表了苹果公司稳定成熟的业务板块。与智能手机相
比，个人计算行业增长相对缓慢，但苹果凭借专业用户、学生和创意
人士的持续需求，占据了高端市场地位。MacBook 能带来高利润，
与其他板块相比，只需较少的激进营销或创新投入就能产生大量现金
流——这是“金牛产品”的典型特征。

Question Mark: Apple TV and Apple TV+: Apple’s push into
the streaming market with Apple TV+ and its hardware device,
Apple TV, places it in the “Question Mark” category. The
streaming industry is experiencing rapid growth, but Apple is
still a minor player compared to established giants like Netflix,
Disney+, and Amazon Prime Video. Despite substantial
investment in original content and bundling strategies through
services like Apple One, it remains uncertain whether Apple can
capture significant market share in this space.
问号：苹果电视和苹果电视+：苹果通过苹果电视+及其硬件设备苹果
电视进入流媒体市场，将其置于“问号”类别。流媒体行业正在经历
快速增长，但与 Netflix、Disney+和 Amazon Prime Video 等成熟
巨头相比，苹果仍然是一个小玩家。尽管苹果在原创内容和通过 Apple
One 等服务捆绑策略上投入了大量资金，但苹果能否在这个领域占据
重要市场份额仍不确定。

Dog: iPod: Once a groundbreaking product that revolutionized
the music industry, the iPod’s relevance has sharply declined.
The rise of multifunctional devices like the iPhone, which
combines music, communication, and computing capabilities,
rendered standalone MP3 players obsolete. Apple has officially
discontinued most iPod models, marking the end of this
product line. As such, the iPod is a classic example of a “Dog”
—low market share in a declining market, no longer justifying
further investment.
狗：iPod：iPod 曾是一款革命性产品，彻底改变了音乐产业，但其相
关性已急剧下降。多功能设备如 iPhone 的兴起，集音乐、通讯和计
算功能于一体，使得独立的 MP3 播放器过时。苹果公司已正式停产
大多数 iPod 型号，标志着这一产品线的终结。因此，iPod 是“狗”
的经典例子——在衰退的市场中市场份额低，不再值得进一步投资。
2. Coca-Cola BCG Matrix Example
2. 可口可乐 BCG 矩阵示例
Coca-Cola is a global beverage powerhouse with a wide range of
products across various market segments. Here’s how some of its key
products fit within the BCG Matrix:
可口可乐是全球饮料巨头，其产品覆盖多个市场细分领域。以下是其部分关键产
品在 BCG 矩阵中的定位：

Star: Coca-Cola Zero Sugar and other new zero-sugar
variants: The health and wellness trend has driven rapid growth
in the zero-sugar beverage category. Coca-Cola’s investment in
Coca-Cola Zero Sugar and similar products has paid off,
positioning them as Stars — a strategic move similar to how
brands adapt through evolving their mission and vision
statements to align with market trends. These products
compete in a fast-growing market with increasing consumer
demand for healthier alternatives while benefiting from
Coca-Cola’s strong brand equity.
明星产品：可口可乐零糖及其他零糖新品：健康与保健趋势推动了零
糖饮料类别的快速增长。可口可乐对可口可乐零糖及其他类似产品的
投资获得了回报，使其成为明星产品——这是一种战略举措，类似于
品牌通过调整其使命和愿景声明来适应市场趋势。这些产品在快速增
长的市场中竞争，满足消费者对更健康替代品的日益增长的需求，同
时受益于可口可乐强大的品牌资产。

Cash Cow: Coca-Cola (Classic): The flagship Coca-Cola product
is the epitome of a Cash Cow. It holds a dominant market share
globally and consistently generates massive revenue. However,
the carbonated soft drink market is experiencing slower growth
due to changing consumer preferences, placing Coca-Cola
Classic in the low-growth, high-market-share quadrant.
现金牛：可口可乐（经典）：旗舰产品可口可乐是现金牛的典范。它
在全球占据主导市场份额，并持续产生巨额收入。然而，由于消费者
偏好的变化，碳酸软饮料市场正在经历增长放缓，将可口可乐经典置
于低增长、高市场份额的象限。

Question Mark: Dasani: Dasani, Coca-Cola’s bottled water
brand, competes in the rapidly growing bottled water market.
Despite the market’s expansion, Dasani faces stiff competition
from well-established rivals like Nestlé’s Pure Life and PepsiCo’
s Aquafina. Its market share is significant but not dominant,
placing it in the Question Mark category, where strategic
decisions around further investment or repositioning must be
considered.
问号：达山尼：达山尼是可口可乐的瓶装水品牌，在快速增长的瓶装
水市场中竞争。尽管市场正在扩张，达山尼仍面临着来自雀巢纯悦和
百事可乐纯怡等成熟对手的激烈竞争。其市场份额虽然可观，但并非
主导地位，因此被归为问号类别，需要考虑关于进一步投资或重新定
位的战略决策。

Dog: Discontinued flavors and experimental
products: Coca-Cola frequently experiments with new flavors
and limited-edition products, many of which fail to gain traction.
Examples include discontinued variants like Coca-Cola BlāK (a
coffee-flavored cola) and certain region-specific flavors that did
not resonate with consumers. These products represent Dogs—
low market share in stagnant or declining niches, leading
Coca-Cola to discontinue them and focus resources elsewhere.
狗：停产的风味和实验性产品：可口可乐经常尝试新风味和限量版产
品，其中许多未能获得市场认可。例如，停产的可口可乐黑（一种咖
啡味可乐）和某些特定地区风味未能引起消费者共鸣。这些产品代表
狗——在停滞或萎缩的市场细分中市场份额低，导致可口可乐停产并
将资源转移到其他地方。
3. Samsung BCG Matrix Example
3. 三星 BCG 矩阵案例
Samsung is a diversified conglomerate with a wide range of products
across multiple industries. The BCG Matrix helps illustrate how the
company manages its vast portfolio strategically:
三星是一家业务多元化的综合企业集团，其产品涵盖多个行业。波士顿矩阵有助
于展示该公司如何战略性地管理其庞大的产品组合：

Star: Galaxy Smartphones: Samsung’s flagship Galaxy
smartphone series—particularly the Galaxy S and Galaxy Z
(foldable) lines—are clear Stars, , reflecting a product innovation
approach often discussed in analyses like the Samsung mission
and vision. Operating in the fast-growing and highly
competitive smartphone market, these devices consistently
achieve significant market share globally. Samsung invests
heavily in R&D and marketing to maintain its leadership,
especially in innovative categories like foldables, where growth
potential is high.
明星：银河智能手机：三星旗舰银河智能手机系列——尤其是银河 S
和银河 Z（折叠）系列——无疑是明星产品，这反映了在三星使命和
愿景等分析中经常被讨论的产品创新策略。在快速发展和高度竞争的
智能手机市场中，这些设备持续在全球范围内获得显著的市场份额。
三星在研发和营销方面投入巨大，以保持其领导地位，特别是在折叠
手机等创新类别中，这些类别的增长潜力很高。

Cash Cow: Smart TVs: Samsung dominates the global smart TV
market, consistently ranking as one of the top sellers. The
market for TVs is mature, with modest growth rates, but
Samsung’s scale and brand strength enable it to generate
reliable, high-margin revenue from this product line. Minimal
investment is required to sustain this position, making smart
TVs a classic Cash Cow.
现金牛：智能电视：三星在全球智能电视市场占据主导地位，始终排
名前列。电视市场成熟，增长率适中，但三星的规模和品牌实力使其
能够从这一产品线获得稳定、高利润的收入。维持这一地位所需的投
入很少，使智能电视成为经典的现金牛。

Question Mark: Wearable Devices: Samsung’s wearables,
such as the Galaxy Watch and Galaxy Buds, operate in a growing
market driven by consumer interest in health tech and
connected devices. However, the company’s market share in
this segment is still developing, facing stiff competition from
Apple and other tech brands. As a result, wearables are
categorized as Question Marks—promising but uncertain in
terms of long-term profitability.
问号：可穿戴设备：三星的可穿戴设备，如 Galaxy Watch 和 Galaxy
Buds，在消费者对健康科技和连接设备兴趣驱动的增长市场中运营。
然而，该公司在这一细分市场的市场份额仍在发展中，面临苹果和其
他科技品牌的激烈竞争。因此，可穿戴设备被归类为问号——在长期
盈利方面具有潜力但存在不确定性。

Dog: Older Consumer Electronics (e.g., DVD players, feature
phones): Samsung once produced a wide range of consumer
electronics like DVD players and feature phones, but these
categories have sharply declined due to technological
advancements and changing consumer preferences. With low
market share in industries that are no longer growing, these
legacy products represent Dogs—phased out or minimized to
focus resources on more profitable areas.
狗：老式消费电子产品（例如，DVD 播放器、功能手机）：三星曾生
产过包括 DVD 播放器和功能手机在内的多种消费电子产品，但由于
技术进步和消费者偏好的变化，这些品类已急剧下降。在市场份额低
且不再增长的行业中，这些传统产品代表了"狗"——被淘汰或最小化，
以便将资源集中于更有利可图的领域。
4. Nestlé BCG Matrix Example
4. 雀巢 BCG 矩阵示例
Nestlé, one of the world’s largest food and beverage companies,
manages an extensive portfolio across multiple categories. The BCG
Matrix helps illustrate how it prioritizes different brands:
雀巢公司是全球最大的食品和饮料公司之一，在多个品类中管理着广泛的产品组
合。BCG 矩阵有助于说明雀巢公司如何优先考虑不同品牌：

Star: Nescafé: Nescafé is a leading brand in the rapidly growing
global coffee market. With increasing consumer demand for
convenient coffee options, Nescafé benefits from strong brand
recognition and global distribution. Nestlé continues to invest in
product innovation, such as Nescafé Dolce Gusto and
sustainable sourcing initiatives, reinforcing its Star status.
明星产品：雀巢咖啡：雀巢咖啡是全球快速增长的咖啡市场中的领先
品牌。随着消费者对便捷咖啡选项的需求不断增长，雀巢咖啡受益于
强大的品牌认知度和全球分销。雀巢公司继续投资产品创新，如雀巢
Dolce Gusto 和可持续采购计划，巩固其明星产品地位。

Cash Cow: KitKat: KitKat, a globally recognized chocolate brand,
generates steady, high-margin revenue for Nestlé. While the
confectionery market is relatively mature and slow-growing,
KitKat maintains a dominant market share in many regions. Its
continued popularity, combined with limited need for
aggressive investment, makes it a textbook example of a Cash
Cow.
现金牛产品：巧克力棒：巧克力棒是一个全球知名的巧克力品牌，为
雀巢公司带来稳定的高利润收入。虽然糖果市场相对成熟且增长缓慢，
但巧克力棒在许多地区保持着主导的市场份额。其持续的受欢迎程度，
加上对激进投资的需求有限，使其成为现金牛产品的典型范例。

Question Mark: Maggi: Maggi products, including instant
noodles and seasonings, are highly popular in some regions but
face regulatory challenges and fluctuating consumer
perceptions in others. The brand operates in a high-growth
segment of the convenience food market, but its performance
varies significantly by geography. This places Maggi in the
Question Mark category, where Nestlé must carefully assess
whether to increase investment or adjust its market strategy.
问号：魔吉：魔吉产品，包括方便面和调味品，在一些地区非常受欢
迎，但在另一些地区则面临监管挑战和消费者认知波动。该品牌在方
便食品市场的高增长领域运营，但表现因地域差异而显著不同。这使
魔吉处于问号类别，雀巢必须仔细评估是否增加投资或调整其市场策
略。

Dog: Underperforming or Regional Products: Nestlé has
historically launched various regional or niche products that
failed to gain significant traction. Examples include certain local
dairy brands or niche snack products that did not resonate with
consumers or fit changing health trends. These products, with
low market share and limited growth prospects, are considered
Dogs, often targeted for discontinuation or divestment.
狗：表现不佳或区域性产品：雀巢公司历史上曾推出过各种区域性或
利基产品，但未能获得显著的市场反响。例如某些地方性乳制品品牌
或未能引起消费者共鸣、不符合健康趋势变化的利基零食产品。这些
产品市场份额低且增长前景有限，被视为狗类产品，通常会被考虑淘
汰或剥离。
5. Nike BCG Matrix Example
5. 耐克 BCG 矩阵案例
Nike is a global leader in sportswear and athletic footwear, with a diverse
portfolio spanning products, technologies, and digital services. Here’s
how its key offerings fit within the BCG Matrix framework:
耐克是全球运动服装和运动鞋的领导者，拥有涵盖产品、技术和数字服务的多元
化产品组合。以下是其主要产品如何符合 BCG 矩阵框架：

Star: Air Jordan: The Air Jordan line is one of Nike’s most iconic
and successful product categories. It holds a dominant position
within the premium sneaker market, which continues to
experience strong growth driven by sneaker culture, limited
editions, and collaborations. Nike invests heavily in marketing
and partnerships to sustain the momentum of this Star product.
明星产品：Air Jordan：Air Jordan 系列是耐克最具标志性和最成功
的产品类别之一。它在高端运动鞋市场中占据主导地位，持续增长的
动力来自于运动鞋文化、限量版和合作。耐克在营销和合作方面投入
巨大，以维持这一明星产品的势头。

Cash Cow: Athletic Apparel: Nike’s broad range of athletic
apparel—including performance wear, casual sportswear, and
accessories—generates consistent revenue globally. The apparel
market grows steadily but not rapidly, and Nike commands a
significant share thanks to its brand equity and extensive
distribution network. Minimal innovation is needed to maintain
its position, making this segment a reliable Cash Cow.
现金牛产品：运动服装：耐克的运动服装系列——包括运动表现服装、
休闲运动服装和配饰——在全球范围内产生稳定的收入。服装市场稳
步增长但增长速度不快，耐克凭借其品牌资产和广泛的分销网络占据
重要份额。维持其地位所需的创新很少，使这一板块成为可靠的现金
牛产品。

Question Mark: Nike Training App: Nike’s digital fitness
platforms, particularly the Nike Training Club app, tap into the
growing fitness technology and digital health markets. However,
competition from specialized apps like Peloton, Strava, and
others makes it challenging to achieve dominant market share.
While the market is growing, Nike’s relative share is modest,
making it a Question Mark requiring careful strategic
consideration.
问号：耐克训练应用：耐克的数字健身平台，特别是耐克训练俱乐部
应用，抓住了不断增长的健身科技和数字健康市场。然而，来自
Peloton、Strava 等专门应用的竞争使其难以获得主导市场份额。虽
然市场正在增长，但耐克的相对份额较小，因此它是一个需要仔细战
略考虑的问号。

Dog: Lesser-Known or Discontinued Product Lines: Over the
years, Nike has experimented with various niche product lines
and categories that failed to gain traction. Examples include
certain golf equipment or performance accessories that did not
resonate with target audiences or fit Nike’s broader brand
strategy. These offerings are Dogs—low share in low-growth
markets—often phased out to refocus on more profitable areas.
狗：知名度较低或已停产的产品线：多年来，耐克尝试过各种利基产
品线和类别，但未能获得市场认可。例如某些高尔夫装备或性能配件，
未能引起目标受众共鸣或符合耐克更广泛的品牌战略。这些产品是“狗”
——在低增长市场中份额较低——通常会被逐步淘汰，以专注于更有
利可图的市场。
6. Amazon BCG Matrix Example
6. 亚马逊 BCG 矩阵案例
Amazon has evolved into one of the world’s most diversified companies,
with ventures spanning e-commerce, cloud computing, digital devices,
and physical retail. The BCG Matrix helps illustrate how it allocates
resources across these varied business units:
亚马逊已成为全球最多元化的公司之一，其业务涵盖电子商务、云计算、数字设
备和实体零售。波士顿矩阵有助于说明它如何在这些不同的业务单元中分配资源：

Star: Amazon Web Services (AWS): AWS is the undisputed
leader in the cloud computing industry—a market characterized
by rapid growth and increasing global adoption. AWS
consistently captures a significant market share, providing the
infrastructure for countless startups and enterprises. Amazon
continues to invest heavily in AWS to maintain its dominance
and capitalize on the expanding demand, making it a clear Star.
明星：亚马逊网络服务（AWS）：AWS 是云计算行业的无可争议的
领导者——一个以快速增长和全球日益广泛采用为特征的市场。AWS
持续占据着显著的市场份额，为无数初创企业和企业提供了基础设施。
亚马逊继续大力投资 AWS 以维持其主导地位并利用不断扩大的需求，
使其成为明显的明星。

Cash Cow: Amazon Prime: Amazon Prime, the company’s
subscription-based membership program, generates a
predictable and substantial revenue stream. With over 200
million members worldwide, Prime enjoys a high market share
in a relatively stable segment. While the overall e-commerce
growth rate has stabilized compared to earlier years, Prime
remains a powerful Cash Cow, fostering customer loyalty and
supporting Amazon’s broader ecosystem.
金牛：亚马逊 Prime：亚马逊 Prime 是公司的订阅制会员计划，能
产生稳定且可观的收入流。在全球拥有超过 2 亿会员，Prime 在一个
相对稳定的细分市场中享有很高的市场份额。虽然与早期相比，整体
电子商务增长率已经稳定，但 Prime 仍然是一个强大的金牛，培养客
户忠诚度并支持亚马逊的更广泛生态系统。

Question Mark: Kindle and E-Readers: The Kindle
revolutionized reading habits and dominated the early e-reader
market. However, competition from tablets and audiobooks has
slowed its growth, and Amazon’s market share has diminished
as consumers shift to multifunctional devices. The digital
reading market still holds growth potential, but Kindle’s
uncertain position and shrinking dominance classify it as a
Question Mark.
问号：Kindle 和电子阅读器：Kindle 改变了阅读习惯并主导了早期
的电子阅读器市场。然而，来自平板电脑和有声书的竞争减缓了其增
长，随着消费者转向多功能设备，亚马逊的市场份额也在缩小。数字
阅读市场仍然具有增长潜力，但 Kindle 的不确定地位和不断缩小的
主导地位将其归类为问号。

Dog: Physical Retail Stores (e.g., Amazon Books, Amazon
4-Star): Amazon’s foray into brick-and-mortar retail through
stores like Amazon Books and Amazon 4-Star has been met with
mixed success — a contrast to its dominant e-commerce focus,
much like explored in the Costco SWOT analysis regarding retail
expansion. Many of these physical outlets have been shuttered
due to underperformance, highlighting the challenges Amazon
faces in traditional retail formats. With limited market share and
stagnant growth prospects, these ventures are considered Dogs.
狗：实体零售店（例如，亚马逊书店、亚马逊四星店）：亚马逊通过
亚马逊书店和亚马逊四星店等实体店进军线下零售，其成功遭遇了分
歧——这与它在电子商务领域的主导地位形成鲜明对比，正如在
Costco SWOT 分析中探讨的零售扩张一样。由于表现不佳，许多这
些实体店已经关闭，突显了亚马逊在传统零售模式中面临的挑战。由
于市场份额有限且增长前景停滞，这些业务被视为狗。
7. Unilever BCG Matrix Example
7. 联合利华 BCG 矩阵示例
Unilever, a multinational consumer goods company, manages a vast and
diverse portfolio across personal care, food, and home care categories.
The BCG Matrix offers insights into how it balances mature brands with
emerging opportunities:
联合利华是一家跨国消费品公司，在个人护理、食品和家庭护理类别中管理着庞
大而多样化的产品组合。BCG 矩阵为其平衡成熟品牌与新兴机遇提供了洞察：

Star: Axe (Lynx in some markets): Axe is one of Unilever’s
most dynamic personal care brands, particularly among
younger demographics. Positioned in the high-growth men’s
grooming and fragrance segment, Axe benefits from aggressive
marketing and evolving product lines. Continued investment in
innovation and brand partnerships keeps it in the Star quadrant,
with strong potential for future growth.
明星：斧头（在某些市场称为猞猁）：斧头是联合利华最具活力的个
人护理品牌之一，尤其受年轻群体青睐。定位在高增长男士理容和香
水细分市场，斧头受益于积极的营销和不断发展的产品线。持续的投
资于创新和品牌合作使其保持在明星象限，未来增长潜力巨大。

Cash Cow: Dove: Dove is one of Unilever’s most profitable and
established brands, with a dominant market share in personal
care categories such as soaps, body washes, and lotions. The
personal care industry is relatively stable, and Dove’s success
with its long-running campaigns like “Real Beauty” has
reinforced consumer trust. As a result, Dove requires minimal
additional investment to sustain its profitability, making it a
quintessential Cash Cow.
现金牛：多芬：多芬是联合利华最赚钱和最成熟的品牌之一，在肥皂、
沐浴露和乳液等个人护理类别中占据主导市场份额。个人护理行业相
对稳定，多芬通过其长期进行的“真实之美”等宣传活动取得了成功，
进一步巩固了消费者的信任。因此，多芬只需少量额外投资就能维持
其盈利能力，使其成为典型的现金牛。

Question Mark: New Sustainable and Plant-Based
Products: Unilever has committed to sustainability through
innovations like plant-based alternatives and eco-friendly
packaging. While these products align with rising consumer
demand for ethical consumption, many are still in the early
stages and have yet to achieve significant market share.
Operating in high-growth niches, these products are currently
Question Marks—requiring strategic decisions about scaling
investment.
疑问号：新型可持续和植物基产品：联合利华通过植物基替代品和环
保包装等创新致力于可持续发展。虽然这些产品符合消费者日益增长
的道德消费需求，但许多产品仍处于早期阶段，尚未获得显著市场份
额。在高增长细分市场中运营，这些产品目前是疑问号——需要就扩
大投资做出战略决策。

Dog: Retired or Underperforming Brands: Unilever has
historically divested or phased out several brands that no longer
align with its strategic priorities or that underperformed in
competitive markets. Examples include regional food brands or
personal care lines that failed to gain traction. These
underperformers fit the Dog category—low market share in
markets with limited growth potential, often leading to
discontinuation.
狗：衰退或表现不佳的品牌：联合利华历史上曾出售或逐步淘汰了一
些不再符合其战略重点或在不竞争激烈的市场中表现不佳的品牌。例
如，未能获得市场认可的区域性食品品牌或个人护理产品线。这些表
现不佳的品牌属于狗类——在增长潜力有限的市场中市场份额低，通
常会导致停用。
8. Toyota BCG Matrix Example
8. 丰田 BCG 矩阵案例
Toyota, one of the world’s leading automotive manufacturers, offers a
diverse range of vehicles and technologies that span various market
segments. The BCG Matrix helps clarify how Toyota strategically
manages its portfolio:
丰田作为全球领先的汽车制造商，提供多样化的车辆和技术，覆盖多个市场细分。
BCG 矩阵有助于阐明丰田如何战略性地管理其产品组合：

Star: Prius and Hybrid Models: Toyota’s Prius and other hybrid
vehicles are pioneering products in the sustainable mobility
space. With growing global demand for eco-friendly
transportation and government incentives for low-emission
vehicles, Toyota’s hybrid lineup occupies a high-growth market.
Combined with Toyota’s significant share and technological
leadership, these models are positioned as Stars, requiring
continued investment in R&D and marketing.
明星产品：普锐斯和混合动力车型：丰田的普锐斯及其他混合动力车
辆是可持续交通领域的开创性产品。随着全球对环保交通工具需求的
增长以及政府对低排放车辆的激励政策，丰田的混合动力系列占据了
高增长市场。结合丰田的显著市场份额和技术领先地位，这些车型被
定位为明星产品，需要持续在研发和营销方面进行投资。

Cash Cow: Corolla: The Toyota Corolla is one of the best-selling
vehicles worldwide, with decades of consistent performance
and consumer trust. While the compact car market is mature
and experiencing limited growth, the Corolla’s reliability,
affordability, and broad appeal ensure it maintains a strong
market share. As a result, it serves as a dependable Cash Cow,
generating steady revenue with minimal additional investment.
现金牛：卡罗拉：丰田卡罗拉是全球销量最好的汽车之一，拥有数十
年的稳定表现和消费者信任。虽然紧凑型汽车市场成熟且增长有限，
但卡罗拉的可靠性、经济性和广泛吸引力确保它保持着强大的市场份
额。因此，它成为了一个可靠的现金牛，只需少量额外投资即可产生
稳定收入。

Question Mark: Electric Vehicles (EVs): Toyota’s entry into the
fully electric vehicle market has been relatively cautious
compared to competitors like Tesla or BYD. The global EV
market is experiencing rapid growth, but Toyota’s market share
is still modest. With significant potential but uncertain
competitive positioning, Toyota’s EV efforts, such as the bZ4X,
currently fall into the Question Mark category—requiring
decisions about how aggressively to invest and compete in this
fast-evolving space.
问号：电动汽车（EV）：与特斯拉或比亚迪等竞争对手相比，丰田进
入纯电动汽车市场的步伐相对谨慎。全球电动汽车市场正在经历快速
增长，但丰田的市场份额仍然较小。虽然潜力巨大但竞争定位不确定，
丰田的电动汽车努力，如 bZ4X，目前属于问号类别——需要决定如
何积极投资和在这个快速发展的领域竞争。

Dog: Discontinued Models: Over time, Toyota has
discontinued several vehicle models that failed to achieve
sustainable market share or adapt to shifting consumer
preferences. Examples include the Toyota Venza (before its
recent revival) and the FJ Cruiser, both phased out due to
declining demand. These products represent Dogs—low market
share in stagnant or shrinking market segments, often
prompting divestment to focus on more promising areas.
狗：已停产车型：随着时间的推移，丰田已停产多个未能实现可持续
市场份额或适应不断变化的消费者偏好的车型。例如，在最近复兴之
前，丰田 Venza 和 FJ Cruiser 都因需求下降而逐步停产。这些产品
代表狗——在停滞或萎缩的市场细分中市场份额低，通常促使企业剥
离以专注于更有前景的领域。
9. Microsoft BCG Matrix Example
9. 微软 BCG 矩阵示例
Microsoft is a technology giant with a broad portfolio spanning software,
cloud services, hardware, and gaming. The BCG Matrix helps illustrate
how it allocates resources across these diverse segments:
微软是一家拥有广泛产品线的科技巨头，涵盖软件、云服务、硬件和游戏领域。
波士顿咨询矩阵有助于说明微软如何在这些不同领域分配资源：

Star: Microsoft Azure: 明星：微软 Azure：

Azure is Microsoft’s leading cloud computing platform,
operating in a booming industry with rapid global adoption. As
one of the top cloud providers alongside Amazon Web Services,
Azure enjoys substantial market share and strong year-over-year
growth. Microsoft continues to invest heavily in expanding
Azure’s capabilities, securing its place as a Star within the
company’s portfolio.
Azure 是微软领先的云计算平台，在蓬勃发展的行业中进行全球快速
扩张。作为与亚马逊云服务并列的顶级云服务提供商，Azure 拥有巨
大的市场份额和强劲的年增长率。微软持续重金投入扩展 Azure 的能
力，巩固了其在公司产品线中的明星地位。

Cash Cow: Microsoft Office: Microsoft Office, especially the
subscription-based Microsoft 365 suite, is a cornerstone of the
company’s revenue. The productivity software market is
relatively mature, and Microsoft holds a dominant share thanks
to widespread business and educational adoption. Office
generates consistent cash flow with relatively low incremental
investment, making it a classic Cash Cow.
现金牛：微软 Office：微软 Office，尤其是基于订阅的 Microsoft 365
套件，是公司收入的核心支柱。生产力软件市场相对成熟，由于在商
业和教育领域的广泛采用，微软占据了主导份额。Office 能够产生稳
定的现金流，且增量投资相对较低，使其成为经典的现金牛。

Question Mark: Surface Devices: Microsoft’s Surface line of
laptops, tablets, and accessories competes in the fast-evolving
personal computing and hardware market. While Surface
devices have gained some traction, they still lag behind
hardware leaders like Apple and Lenovo in terms of market
share. The market remains dynamic, offering growth potential,
but the uncertain competitive positioning places Surface in the
Question Mark category.
问号：表面设备：微软的 Surface 系列笔记本电脑、平板电脑和配件
在快速发展的个人计算和硬件市场中竞争。虽然 Surface 设备获得了
一些关注，但在市场份额方面仍落后于苹果和联想等硬件领导者。市
场依然充满活力，提供了增长潜力，但不确定的竞争定位使 Surface
处于问号类别。

Dog: Windows Phone: Microsoft’s attempt to compete in the
smartphone market through Windows Phone is a well-known
example of a product that failed to achieve significant market
share. Despite considerable investment, it could not break the
dominance of iOS and Android ecosystems. Microsoft
eventually discontinued the product, making Windows Phone a
classic Dog—low share in a high-risk, declining market.
狗：Windows Phone：微软试图通过 Windows Phone 参与智能手
机市场的竞争是一个未能获得显著市场份额的产品的著名例子。尽管
投入了大量资金，但它未能打破 iOS 和 Android 生态系统的主导地
位。微软最终停止了该产品，使 Windows Phone 成为经典的狗——
在高风险、衰退的市场中份额低。
10. McDonald’s BCG Matrix Example
10. 麦当劳 BCG 矩阵案例
McDonald’s, the world’s largest fast-food chain, operates a diverse
product portfolio designed to cater to varying consumer preferences
across global markets. The BCG Matrix offers insight into how it manages
its key offerings:
麦当劳，全球最大的快餐连锁店，经营着多元化的产品组合，旨在满足全球不同
市场消费者的不同偏好。波士顿矩阵为其管理关键产品提供了洞察：

Star: Breakfast Items: McDonald’s breakfast menu—including
the iconic Egg McMuffin and McGriddles—has become a
significant driver of growth, particularly after the introduction of
all-day breakfast in select markets. The breakfast segment is
experiencing rising demand as consumers seek convenient,
affordable morning meal options. With strong brand
recognition and increasing sales, McDonald’s breakfast items
are positioned as Stars, warranting continued investment and
marketing focus.
明星产品：早餐系列：麦当劳的早餐菜单——包括标志性的鸡蛋麦满
分和麦奇迪——已成为增长的重要驱动力，尤其是在部分市场推出全
天候早餐后。随着消费者寻求便捷、实惠的早餐选择，早餐细分市场
正经历需求增长。凭借强大的品牌认知度和不断增长的销售额，麦当
劳的早餐产品被定位为明星产品，值得持续投资和营销关注。

Cash Cow: Big Mac: The Big Mac is perhaps McDonald’s most
recognized product globally. It holds a dominant market share
within the core burger segment of fast food—a relatively stable
and mature market. Despite slow growth in this category, the
Big Mac generates consistent, high-margin revenue with
minimal additional investment, making it a classic Cash Cow in
McDonald’s portfolio.
现金牛产品：巨无霸：巨无霸或许是麦当劳全球最知名的产品。它在
快餐核心汉堡细分市场中占据主导地位——一个相对稳定成熟的市场。
尽管该品类增长缓慢，但巨无霸能产生持续、高利润的收入，且无需
大量额外投资，使其成为麦当劳产品组合中的经典现金牛。

Question Mark: McCafé: McCafé represents McDonald’s entry
into the specialty coffee and café market, competing with
established players like Starbucks and Dunkin’. The global
coffee industry is growing rapidly, but McCafé’s market share is
still relatively modest outside select regions. This places McCafé
in the Question Mark category—operating in a high-growth
market but needing further strategic investment to scale
effectively.
问号：麦咖啡：麦咖啡代表麦当劳进入特色咖啡和咖啡馆市场，与星
巴克和达克宁等成熟品牌竞争。全球咖啡产业正在迅速增长，但麦咖
啡在特定区域之外的市场份额仍然相对较小。这使麦咖啡被归入问号
类别——处于高增长市场，但需要进一步的战略投资才能有效扩展。

Dog: Discontinued Menu Items: McDonald’s routinely
introduces limited-time or regional menu items, many of which
are discontinued due to lack of consumer interest or operational
complexity. Examples include the McPizza and the Arch Deluxe
—products that failed to resonate broadly. These represent
Dogs within the matrix: low market share and limited growth
prospects, leading to their eventual removal from the menu.
狗：已停售的菜单项目：麦当劳经常推出限时或区域性菜单项目，其
中许多因缺乏消费者兴趣或运营复杂性而被停售。例如麦比萨和拱顶
豪华——这些产品未能广泛引起共鸣。它们在矩阵中代表狗：市场份
额低且增长前景有限，最终导致它们从菜单中消失。
BCG Matrix Template BCG 矩阵模板
To help you apply what you’ve learned, here’s a simple and
practical BCG Matrix template that you can use for analyzing any
company or brand portfolio.
为了帮助你应用所学知识，这里提供了一个简单实用的 BCG 矩阵模板，你可以
用它来分析任何公司或品牌组合。
DOWNLOAD HIGH-RESOLUTION PDF OF THE BCG MATRIX TEMPLATE
下载 BCG 矩阵模板的高分辨率 PDF
How to Use the Template:
如何使用模板：
1. List Products or Business Units: Identify the various products
or services you want to analyze.
列出产品或业务单元：确定您想要分析的各种产品或服务。
2. Assess Market Growth and Share: Evaluate each product ’ s
relative market share and the growth rate of its industry.
评估市场增长和份额：评估每个产品的相对市场份额及其行业的增长
率。
3. Plot Them on the Matrix: Place each product into one of the
four quadrants:
在矩阵上标绘它们：将每个产品放置在四个象限中的其中一个：

Stars: High market growth, high market share
明星：高市场增长率，高市场份额

Cash Cows: Low market growth, high market share
现金牛：低市场增长，高市场份额

Question Marks: High market growth, low market share
疑问号：高市场增长，低市场份额

Dogs: Low market growth, low market share
狗：低市场增长，低市场份额
1. Analyze and Decide 分析和决策
Based on placement, determine whether to invest, maintain,
harvest, or divest.
根据布局，确定是投资、维持、收获还是剥离。
This template makes it easy to visualize product performance and guide
strategic decisions. Use it for class projects, case studies, or to deepen
your understanding of corporate strategy.
这个模板可以轻松地可视化产品表现并指导战略决策。可用于课堂项目、案例研
究或加深对公司战略的理解。
Key Takeaways for Students
学生需掌握的要点
By exploring these real-world examples, you’ve seen how companies
use the BCG Matrix to make strategic decisions about their products and
business units. Here are the key lessons you should take away:
通过探索这些实际案例，你看到了公司如何使用 BCG 矩阵对其产品和业务部门
做出战略决策。以下是你应该吸取的关键要点：

Real-World Relevance: Analyzing actual companies like Apple,
Coca-Cola, and McDonald’s helps make abstract strategy
concepts concrete and understandable.
实际意义：分析苹果、可口可乐和麦当劳等实际公司，有助于将抽象
的战略概念具体化和易于理解。

Application of the BCG Matrix: You’ve learned how to
categorize products into Stars, Cash Cows, Question Marks, and
Dogs based on market growth and share, and how these
positions inform strategic decisions like investment, divestment,
or maintenance.
BCG 矩阵的应用：你已经学习了如何根据市场增长和份额将产品分类
为明星产品、现金牛产品、疑问产品和大象产品，以及这些位置如何
为投资、剥离或维持等战略决策提供信息。

Understanding Product Life Cycles: The BCG Matrix reflects
how products evolve over time, and how companies must adapt
their strategies accordingly to remain competitive.
理解产品生命周期：BCG 矩阵反映了产品随时间演变的过程，以及公
司必须相应调整其策略以保持竞争力。
As a student, try applying the BCG Matrix to a company or brand you
admire. Use the template provided to practice analyzing product
portfolios and thinking like a strategist.
作为一名学生，试着将 BCG 矩阵应用于你欣赏的公司或品牌。使用提供的模板
来练习分析产品组合，并像战略家一样思考。