在经济结构调整的背景下，产品出现严重的同质化现象，家具市场竞争惨烈，企业 经营日趋艰难。产品是企业开展一切经营活动的基础，正确的产品 组合策略能够为企业 经营、转型、发展等提供有力的保障[1]。家具企业如何根据内外部环境制定科学合理的 产品组合策略，关乎企业的竞争能力、营利能力和企业发展。 本文 选取位于中国玻璃金属制造基地的龙头企业-B家具公司为研究案例。首先， 对B家具公司小件家具产品现状进行了描述。从B家具公司的企业简介、战略目标、 产品及组织结构四 个方面介绍了B公司企业概况，从B公司整体经营现状、产品线经 营情况及分产品的经营情况介绍了B公司产品经营现状。其次，对B公司产品组合现 状进行分析。使用PEST分析法 和波特五力模型对公司的外部宏观环境和竞争环境进行 分析，并对公司内部环境做了分析说明。在产品组合策略相关理论基础之上，运用波士 顿矩阵分析法，从产品组合宽度、 产品组合长度、产品组合深度三个维度对公司的实木 衣架生产线、铁艺衣架生产线、置物架生产线和彩喷穿衣镜生产线的产品组合现状进行 深入分析发现，置物架生产线产品和 彩喷穿衣镜线产品为瘦狗产品，产品组合宽度上缺 少市场占有率和市场增长率高的明星产品，同时缺少市场占有率低而市场增长率高的问 题产品，这就导致产品连续性降低。对 公司经营数据分析后发现，公司产品组合存在应 对市场竞争能力差、升级力度不够及产品组合结构不合理的现象，结合公司实际经营情 况，得出产品组合存在问题的原因为产品 没有及时进行升级换代、产品研发与市场消费 需求不匹配、市场信息得不到有效反馈和运营成本偏高。最后，结合公司的外部宏观环 境、竞争环境、公司内部环境分析及公司主 要战略目标，综合市场消费者对小件家具的 消费偏好，从扩大产品组合宽度、调整产品组合长度、优化产品组合深度及提供差异化 产品四个方面提出产品组合调整策略，即通过 开发铁艺餐桌椅生产线、铁艺咖啡桌生产 线和钢木结合衣架生产线来扩大产品组合宽度，通过进行更适合市场的中低端产品的开 发来调整产品组合长度，通过缩减营业额和毛利 较少的产品、缩减形象款及相近款式选 择性保留来实现产品组合深度的优化，通过根据不同市场客户的需求特点提供能够满足 客户特定需求的产品来实现差异化产品的供应。另 外，从控制管理成本、提高产品营销 能力、注重产品研发与市场需求相结合、注重人才战略及建立稳定优质的供应链系统五 II 个方面提出了实现以上产品组合策略的保障措施。 通过对B家具公司产品组合策略的分 析，力求做到对其他传统家具企业的经营起到一定的借鉴意义。 关键词：产品组合策略；波士顿矩阵；波特五力模型；家具 III Abstract Underthebackgroundofeconomicstructureadjustment,productsappearserious homogenizationphenomenon,thefurnituremarketcompetitionisfierce,andtheenterprise managementisincreasinglydifficult.Theproductisthebasisofallbusinessactivitiesofan enterprise,andtherightproductportfoliostrategycanprovideastrongguaranteeforthe enterpriseoperation,transformationanddevelopment [1].Howafurnitureenterpriseformulates scientificandreasonableproductcombinationstrategyaccordingtointernalandexternal environmentisrelatedtotheenterprise'scompetitiveness,profitabilityandenterprise development. ThisarticleselectstheChineseglassmetalfurnituremanufacturingbaseofleading enterprises-Bcompanyasthestudycase.First,itdescribesthestatusquoofsmallfurniture productsofBfurniturecompany.ThispaperintroducesthegeneralsituationofBcompany fromfouraspectsofcompanyintroduction,strategicobjectives,productsandorganizational structure,andintroducesthecurrentoperatingsituationofcompanyB'sproducts,including theoveralloperatingsituationofBcompany,theoperatingsituationofproductlineandthe operatingsituationofsub- products.Secondly,thispaperanalyzesthecurrentsituationofB company'sproductportfolio.UsingPESTanalysisandMichaelPorter'sFiveForcesModelto haveananalysisaboutexternalmacroenvironmentandcompetitiveenvironmentofthe company,andhasmadetheanalysisofthecompany'sinternalenvironment.Basedon relevanttheoriesabouttheproductportfoliostrategy,usingBostonmatrixanalysismethod, afterin- depthanalysissolidwoodhangerproductionline,metalhangersproductionlines,the shelfproductionlineandthecolorspraypierglassproductionlineofthecompanyfrom productportfoliowidth,lengthandportfoliodepth,andfoundthatshelfproductionandcolor pierglasslineproductsarethindogproducts,anditwaslackofstarproductswithhigh marketshareandhighmarketgrowthrate,andnoproblemproductswithlowmarketshare andhighmarketgrowthrate,thatleadstoareductioninproductcontinuity.Tothecompany businessdataanalysisandfoundthatthecompanyproductportfolioispoorabilitytocope withthemarketcompetition,donotpayenoughattentiontoupgradingandproductportfolio IV structureunreasonablephenomena,combinedwiththeactualbusinesssituation,itis concludedthattheportfolioproblemsforproductnottimelyupdate,productdevelopmentand marketdemanddoesnotmatch,cannotgeteffectivefeedbackmarketinformationandhigh operatingcosts.Afteranalyzingtheoperationdata,itisfoundthattheproductportfolioofthe companyhaspoorabilitytocopewithmarketcompetition,insufficientupgradingand unreasonableproductportfoliostructure.Basedontheactualoperationsituationofthe company,thereasonsfortheproblemsintheproductportfolioareanalyzed.Intheend, combinedwiththeexternalmacroenvironment,competitiveenvironment,internal environmentanalysisofthecompanyandthecompany'smainstrategicobjectives,the consumptionpreferenceofmarketconsumersforsmallpiecesoffurniturewasintegrated,it proposedproductportfolioadjustmentstrategyfromexpandingproductportfoliowidth, adjustingproductportfoliolength,optimizingproductportfoliodepthandproviding differentiatedproducts.Thatis,throughthedevelopmentofthemetaldiningtableandchair productionline,themetalcoffeetableproductionlineandthesteelandwoodcombinedwith thehangerproductionlinetoexpandtheproductportfoliowidth,adjusttheproductportfolio lengthbydevelopingmid-andlow-endproductsthataremoresuitableforthemarket, optimizingthedepthoftheportfoliobyreducingproductmodelswithlowturnoverandgross margin,andbyreducingselectiveretentionofimagemodelsandsimilarmodels,and providingdifferentiatedproductsbyprovidingproductsthatmeetthespecificneedsof customersaccordingtothecharacteristicsofcustomers'needsindifferentmarkets.Besides,it proposedthesafeguardstoimplementtheaboveproductmixstrategyfromcontrol managementcost,improveproductmarketingability,payattentiontothecombinationof productdevelopmentandmarketdemand,payattentiontothetalentstrategyandestablisha stableandhigh-qualitysupplychainsystem.Throughtheanalysisoftheproductportfolio strategyofBfurniturecompany,itstrivestoprovidesomereferencefortheoperationofother traditionalfurnitureenterprises. Keywords:Strategyofproducthierarchy;BCGmatrix;MichaelPorter'sFiveForcesModel; Furniture V 目录 1绪 论.........................................................................................................................................1 1.1研究目的及意 义...........................................................................................................1 1.1.1研究目 的.............................................................................................................1 1.1.2研究意 义.............................................................................................................1 1.2国内外研究现 状...........................................................................................................2 1.2.1国外研究现 状.....................................................................................................2 1.2.2国内研究现 状.....................................................................................................3 1.3论文结构 图...................................................................................................................3 1.4研究方 法.......................................................................................................................4 1.5创新 点...........................................................................................................................4 2相关理论基 础.........................................................................................................................5 2.1产品组合及其策 略.......................................................................