酒店市场增长率的高低相对酒店在市场的业务高低——波士顿矩阵。

酒店市场增长率的高低相对酒店在市场的业务高低——波士顿矩阵。
    波士顿矩阵又称市场增长率一相对市场份额矩阵。该方法是由波士顿咨询集团（Boston Consulting，BCG）在上世纪70年代初开发的。BCG矩阵将组织的每一个战略事业单位标在一种二维的矩阵图上，从而显示出哪个业务提供高额的潜在收益，以及那个业务是组织资源的漏斗。波士顿矩阵根据市场增长率和相对市场份额分为四种业务组合。
    1.问题类业务
    指市场增长率高、相对市场份额低的业务，对于这类业务，酒店企业需要投入大量的资金支持其生产经营活动，但是生成的资金较少。对这类业务的投资需要进一步分析，只有那些符合酒店企业长远发展目标、具有资源优势或者能够增强企业核心竞争能力的业务才值得继续投资。一项或两项，集中投资发展。
    2.明星类业务
    指市场增长率高、相对市场份额高的业务。这类业务为酒店企业带来了长期盈利的机会，但因为市场还在高速增长，需要大量的投资来对抗或击退竞争对手。酒店企业应根据最近状况，选择这两个或其中的一个业务优先供给它们所需要的资金，支持它们继续发展。
    3.现金牛类业务
    指市场增长率低、相对市场份额高的业务。这类业务往往是成熟酒店市场营销中的领导者，是酒店企业资金的主要来源，企业不需要大量投资，反而用此获得的资金来支持其他类业务。酒店只有一个现金牛类业务，说明它的资金来源有限，一旦因环境变化而导致其市场份额下降，公司就不得不从其他业务中抽回现金来维持现金牛业务的领导地位。
    4.瘦狗类业务
    指市场增长率低、相对市场份额也低的业务。一般情况下，这类业务获利低甚至是亏损的。要是酒店企业有两项瘦狗类业务，如果这类业务还能自我维持，则应缩小经营范围，加强内部管理。如果这类业务已彻底失败，酒店企业及时采取措施，清理业务或退出经营领域，否则只会加重酒店企业的亏损并影响其他业务的发展。
    酒店产品以客房和餐厅为主，还经营着康乐、酒吧、咖啡厅等业务，可以采用波士顿矩阵分析法，找出自己的问题类业务、明显类业务、现金牛类业务和瘦狗类业务，有针对性地进行市场营销，以期在市场上赢利，获得较大的市场份额和良好的声誉。
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.