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class="vector-toc-link"> <div class="vector-toc-text">序言</div> </a> </li> <li id="toc-成長策略構面" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#成長策略構面"> <div class="vector-toc-text"> <span class="vector-toc-numb">1</span> <span>成長策略構面</span> </div> </a> <ul id="toc-成長策略構面-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-延伸概念" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#延伸概念"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>延伸概念</span> </div> </a> <ul id="toc-延伸概念-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-缺點" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#缺點"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>缺點</span> </div> </a> <ul id="toc-缺點-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-參考資料" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#參考資料"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>參考資料</span> </div> </a> <ul id="toc-參考資料-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="目录" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="开关目录" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-listBullet mw-ui-icon-wikimedia-listBullet"></span> <span class="vector-dropdown-label-text">开关目录</span> </label> <div class="vector-dropdown-content"> <div id="vector-page-titlebar-toc-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <h1 id="firstHeading" class="firstHeading mw-first-heading"><span class="mw-page-title-main">安索夫矩陣</span></h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="前往另一种语言写成的文章。20种语言可用" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-20" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">20种语言</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-ar mw-list-item"><a href="https://ar.wikipedia.org/wiki/%D9%85%D8%B5%D9%81%D9%88%D9%81%D8%A9_%D8%A3%D9%86%D8%B3%D9%88%D9%81" title="مصفوفة أنسوف – 阿拉伯语" lang="ar" hreflang="ar" data-title="مصفوفة أنسوف" data-language-autonym="العربية" data-language-local-name="阿拉伯语" class="interlanguage-link-target"><span>العربية</span></a></li><li class="interlanguage-link interwiki-az mw-list-item"><a href="https://az.wikipedia.org/wiki/Ansoff_matrisi" title="Ansoff matrisi – 阿塞拜疆语" lang="az" hreflang="az" data-title="Ansoff matrisi" data-language-autonym="Azərbaycanca" data-language-local-name="阿塞拜疆语" class="interlanguage-link-target"><span>Azərbaycanca</span></a></li><li class="interlanguage-link interwiki-bg mw-list-item"><a href="https://bg.wikipedia.org/wiki/%D0%9C%D0%B0%D1%82%D1%80%D0%B8%D1%86%D0%B0_%D0%BF%D1%80%D0%BE%D0%B4%D1%83%D0%BA%D1%82-%D0%BF%D0%B0%D0%B7%D0%B0%D1%80" title="Матрица продукт-пазар – 保加利亚语" lang="bg" hreflang="bg" data-title="Матрица продукт-пазар" data-language-autonym="Български" data-language-local-name="保加利亚语" class="interlanguage-link-target"><span>Български</span></a></li><li class="interlanguage-link interwiki-ca mw-list-item"><a href="https://ca.wikipedia.org/wiki/Matriu_d%27Ansoff" title="Matriu d'Ansoff – 加泰罗尼亚语" lang="ca" hreflang="ca" data-title="Matriu d'Ansoff" data-language-autonym="Català" data-language-local-name="加泰罗尼亚语" class="interlanguage-link-target"><span>Català</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Produkt-Markt-Matrix" title="Produkt-Markt-Matrix – 德语" lang="de" hreflang="de" data-title="Produkt-Markt-Matrix" data-language-autonym="Deutsch" data-language-local-name="德语" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-en mw-list-item"><a href="https://en.wikipedia.org/wiki/Ansoff_matrix" title="Ansoff matrix – 英语" lang="en" hreflang="en" data-title="Ansoff matrix" data-language-autonym="English" data-language-local-name="英语" class="interlanguage-link-target"><span>English</span></a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/Matriz_de_Ansoff" title="Matriz de Ansoff – 西班牙语" lang="es" hreflang="es" data-title="Matriz de Ansoff" data-language-autonym="Español" data-language-local-name="西班牙语" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D9%85%D8%A7%D8%AA%D8%B1%DB%8C%D8%B3_%D8%A2%D9%86%D8%B3%D9%81" title="ماتریس آنسف – 波斯语" lang="fa" hreflang="fa" data-title="ماتریس آنسف" data-language-autonym="فارسی" data-language-local-name="波斯语" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Matrice_d%27Ansoff" title="Matrice d'Ansoff – 法语" lang="fr" hreflang="fr" data-title="Matrice d'Ansoff" data-language-autonym="Français" data-language-local-name="法语" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-hi mw-list-item"><a href="https://hi.wikipedia.org/wiki/%E0%A4%B5%E0%A4%BF%E0%A4%B5%E0%A4%BF%E0%A4%A7%E0%A5%80%E0%A4%95%E0%A4%B0%E0%A4%A3_(%E0%A4%B5%E0%A4%BF%E0%A4%AA%E0%A4%A3%E0%A4%A8_%E0%A4%95%E0%A4%BE%E0%A4%B0%E0%A5%8D%E0%A4%AF%E0%A4%A8%E0%A5%80%E0%A4%A4%E0%A4%BF)" title="विविधीकरण (विपणन कार्यनीति) – 印地语" lang="hi" hreflang="hi" data-title="विविधीकरण (विपणन कार्यनीति)" data-language-autonym="हिन्दी" data-language-local-name="印地语" class="interlanguage-link-target"><span>हिन्दी</span></a></li><li class="interlanguage-link interwiki-hy mw-list-item"><a href="https://hy.wikipedia.org/wiki/%D4%B1%D5%B6%D5%BD%D5%B8%D6%86%D5%AB_%D5%B4%D5%A1%D5%BF%D6%80%D5%AB%D6%81%D5%A1" title="Անսոֆի մատրիցա – 亚美尼亚语" lang="hy" hreflang="hy" data-title="Անսոֆի մատրիցա" data-language-autonym="Հայերեն" data-language-local-name="亚美尼亚语" class="interlanguage-link-target"><span>Հայերեն</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Matrice_di_Ansoff" title="Matrice di Ansoff – 意大利语" lang="it" hreflang="it" data-title="Matrice di Ansoff" data-language-autonym="Italiano" data-language-local-name="意大利语" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EC%95%A4%EC%86%8C%ED%94%84_%EB%A7%A4%ED%8A%B8%EB%A6%AD%EC%8A%A4" title="앤소프 매트릭스 – 韩语" lang="ko" hreflang="ko" data-title="앤소프 매트릭스" data-language-autonym="한국어" data-language-local-name="韩语" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-nl mw-list-item"><a href="https://nl.wikipedia.org/wiki/Ansoffmatrix" title="Ansoffmatrix – 荷兰语" lang="nl" hreflang="nl" data-title="Ansoffmatrix" data-language-autonym="Nederlands" data-language-local-name="荷兰语" class="interlanguage-link-target"><span>Nederlands</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/Macierz_Ansoffa" title="Macierz Ansoffa – 波兰语" lang="pl" hreflang="pl" data-title="Macierz Ansoffa" data-language-autonym="Polski" data-language-local-name="波兰语" class="interlanguage-link-target"><span>Polski</span></a></li><li class="interlanguage-link interwiki-pt mw-list-item"><a href="https://pt.wikipedia.org/wiki/Matriz_de_Ansoff" title="Matriz de Ansoff – 葡萄牙语" lang="pt" hreflang="pt" data-title="Matriz de Ansoff" data-language-autonym="Português" data-language-local-name="葡萄牙语" class="interlanguage-link-target"><span>Português</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%9C%D0%B0%D1%82%D1%80%D0%B8%D1%86%D0%B0_%D0%90%D0%BD%D1%81%D0%BE%D1%84%D1%84%D0%B0" title="Матрица Ансоффа – 俄语" lang="ru" hreflang="ru" data-title="Матрица Ансоффа" data-language-autonym="Русский" data-language-local-name="俄语" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-sv mw-list-item"><a href="https://sv.wikipedia.org/wiki/Produkt-/marknadsexpansionsmodellen" title="Produkt-/marknadsexpansionsmodellen – 瑞典语" lang="sv" hreflang="sv" data-title="Produkt-/marknadsexpansionsmodellen" data-language-autonym="Svenska" data-language-local-name="瑞典语" class="interlanguage-link-target"><span>Svenska</span></a></li><li class="interlanguage-link interwiki-uk mw-list-item"><a href="https://uk.wikipedia.org/wiki/%D0%9C%D0%B0%D1%82%D1%80%D0%B8%D1%86%D1%8F_%D0%90%D0%BD%D1%81%D0%BE%D1%84%D1%84%D0%B0" title="Матриця Ансоффа – 乌克兰语" lang="uk" hreflang="uk" data-title="Матриця Ансоффа" data-language-autonym="Українська" data-language-local-name="乌克兰语" class="interlanguage-link-target"><span>Українська</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/%C4%90a_d%E1%BA%A1ng_h%C3%B3a_s%E1%BA%A3n_ph%E1%BA%A9m" title="Đa dạng hóa sản phẩm – 越南语" lang="vi" hreflang="vi" data-title="Đa dạng hóa sản phẩm" data-language-autonym="Tiếng Việt" data-language-local-name="越南语" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li> </ul> <div class="after-portlet after-portlet-lang"><span class="wb-langlinks-edit wb-langlinks-link"><a href="https://www.wikidata.org/wiki/Special:EntityPage/Q776076#sitelinks-wikipedia" title="编辑跨语言链接" class="wbc-editpage">编辑链接</a></span></div> </div> </div> </div> </header> 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.sidebar-title-with-pretitle,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-heading,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-above,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-below{background:inherit!important;color:inherit!important;border-color:#54595d!important}html.skin-theme-clientpref-night .mw-parser-output .sidebar a:not(.new):not(.mw-selflink):link{color:var(--color-progressive)!important}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-subgroup,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-pretitle,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-heading,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-above,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-below{background:inherit!important;color:inherit!important;border-color:#54595d!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar a:not(.new):not(.mw-selflink):link{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks plainlist"><tbody><tr><th class="sidebar-title"><a href="/wiki/%E6%88%98%E7%95%A5" title="战略">战略</a></th></tr><tr><td class="sidebar-image"><span typeof="mw:File"><a href="/wiki/File:Strategy_Concept.svg" class="mw-file-description" title="Strategy topics"><img alt="Strategy topics" src="//upload.wikimedia.org/wikipedia/commons/thumb/6/68/Strategy_Concept.svg/80px-Strategy_Concept.svg.png" decoding="async" width="80" height="80" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/68/Strategy_Concept.svg/120px-Strategy_Concept.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/6/68/Strategy_Concept.svg/160px-Strategy_Concept.svg.png 2x" data-file-width="455" data-file-height="455" /></a></span></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible"><div class="sidebar-list-title" style="background:#DDFFDD;">主要面向</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/%E6%88%98%E7%95%A5" title="战略">战略</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E6%88%98%E7%95%A5%E7%AE%A1%E7%90%86" title="战略管理">战略管理</a></li> <li><a href="/wiki/%E8%BB%8D%E4%BA%8B%E6%88%B0%E7%95%A5" title="軍事戰略">軍事戰略</a></li> <li><a href="/wiki/%E6%88%98%E7%95%A5%E8%AE%A1%E5%88%92" title="战略计划">战略计划</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E5%8D%9A%E5%BC%88%E8%AE%BA" title="博弈论">博弈论</a></li> <li><span class="ilh-all" data-orig-title="策略研究" data-lang-code="en" data-lang-name="英语" data-foreign-title="Strategic studies"><span class="ilh-page"><a href="/w/index.php?title=%E7%AD%96%E7%95%A5%E7%A0%94%E7%A9%B6&action=edit&redlink=1" class="new" title="策略研究（页面不存在）">策略研究</a></span><span class="noprint ilh-comment">（<span class="ilh-lang">英语</span><span class="ilh-colon">：</span><span class="ilh-link"><a href="https://en.wikipedia.org/wiki/Strategic_studies" class="extiw" title="en:Strategic studies"><span lang="en" dir="auto">Strategic studies</span></a></span>）</span></span><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E6%88%B0%E7%95%A5%E6%80%9D%E7%B6%AD" title="戰略思維">战略思維</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible"><div class="sidebar-list-title" style="background:#DDFFDD;">概念</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/%E5%95%86%E4%B8%9A%E6%A8%A1%E5%BC%8F" title="商业模式">商业模式</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E7%AB%9E%E4%BA%89%E4%BC%98%E5%8A%BF" title="竞争优势">竞争优势</a></li> <li><a href="/wiki/%E5%83%B9%E5%80%BC%E9%8F%88" title="價值鏈">價值鏈</a><span style="font-weight:bold;"> ·</span> <span class="ilh-all" data-orig-title="性能影響" data-lang-code="en" data-lang-name="英语" data-foreign-title="Performance effects"><span class="ilh-page"><a href="/w/index.php?title=%E6%80%A7%E8%83%BD%E5%BD%B1%E9%9F%BF&action=edit&redlink=1" class="new" title="性能影響（页面不存在）">性能影響</a></span><span class="noprint ilh-comment">（<span class="ilh-lang">英语</span><span class="ilh-colon">：</span><span class="ilh-link"><a href="https://en.wikipedia.org/wiki/Performance_effects" class="extiw" title="en:Performance effects"><span lang="en" dir="auto">Performance effects</span></a></span>）</span></span></li> <li><a href="/wiki/%E6%A0%B8%E5%BF%83%E7%AB%9E%E4%BA%89%E5%8A%9B" title="核心竞争力">核心竞争力</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E7%AB%9E%E4%BA%89%E7%AD%96%E7%95%A5" title="竞争策略">竞争策略</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible"><div class="sidebar-list-title" style="background:#DDFFDD;">框架和工具</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/%E5%BC%B7%E5%BC%B1%E5%8D%B1%E6%A9%9F%E5%88%86%E6%9E%90" title="強弱危機分析">SWOT分析</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E4%BA%94%E5%8A%9B%E5%88%86%E6%9E%90" title="五力分析">五力分析</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E5%B9%B3%E8%A1%A1%E8%AE%A1%E5%88%86%E5%8D%A1" title="平衡计分卡">平衡计分卡</a></li> <li><a class="mw-selflink selflink">安索夫矩陣</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E4%B8%80%E9%A0%81%E8%A8%88%E7%95%AB%E8%A1%A8" title="一頁計畫表">OGSM</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E7%AE%A1%E7%90%86%E6%96%B9%E6%A0%BC%E7%90%86%E8%AB%96" title="管理方格理論">管理方格理論</a></li> <li><a href="/wiki/%E8%B7%AF%E5%BE%91%E2%80%94%E7%9B%AE%E6%A8%99%E7%90%86%E8%AB%96" title="路徑—目標理論">路徑—目標理論</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/PEST%E5%88%86%E6%9E%90" title="PEST分析">PEST分析</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/BCG%E7%9F%A9%E9%99%A3" title="BCG矩陣">BCG矩陣</a></li> <li><a href="/wiki/STP%E5%88%86%E6%9E%90" title="STP分析">STP分析</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/MECE%E5%8E%9F%E5%88%99" title="MECE原则">MECE原则</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E5%95%86%E6%A5%AD%E6%A8%A1%E5%BC%8F%E5%9C%96" title="商業模式圖">商業模式圖</a></li> <li><a href="/wiki/%E5%8D%A1%E6%8B%89%E5%82%91%E5%85%8B%E7%9F%A9%E9%99%A3" title="卡拉傑克矩陣">卡拉傑克矩陣</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E7%AD%96%E7%95%A5%E6%96%B9%E6%A0%BC%E6%A8%A1%E5%9E%8B" title="策略方格模型">策略方格模型</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E7%AD%96%E7%95%A5%E5%9C%B0%E5%9C%96" title="策略地圖">策略地圖</a></li> <li><a href="/wiki/VRIO" title="VRIO">VRIO</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/SECI%E6%A8%A1%E5%9E%8B" title="SECI模型">SECI模型</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E7%AD%96%E7%95%A5%E9%90%98%E6%A8%A1%E5%9E%8B" title="策略鐘模型">策略鐘模型</a></li> <li><a href="/wiki/CIPP%E8%A9%95%E9%91%91%E6%A8%A1%E5%BC%8F" title="CIPP評鑑模式">CIPP評鑑模式</a><span style="font-weight:bold;"> ·</span> <a href="/wiki/%E9%BA%A5%E8%82%AF%E9%8C%AB7S%E6%A1%86%E6%9E%B6" title="麥肯錫7S框架">麦肯锡7S框架</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar" style="line-height:1.6"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r84265675"><style data-mw-deduplicate="TemplateStyles:r84244141">.mw-parser-output .navbar{display:inline;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:110%;margin:0 8em}.mw-parser-output .navbar-ct-mini{font-size:110%;margin:0 5em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:%E7%AD%96%E7%95%A5" title="Template:策略"><abbr title="查看该模板">查</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:%E7%AD%96%E7%95%A5" title="Template talk:策略"><abbr title="讨论该模板">论</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:%E7%BC%96%E8%BE%91%E9%A1%B5%E9%9D%A2/Template:%E7%AD%96%E7%95%A5" title="Special:编辑页面/Template:策略"><abbr title="编辑该模板">编</abbr></a></li></ul></div></td></tr></tbody></table> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Ansoff_matrix-Analysis-Chinese.png" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/6/65/Ansoff_matrix-Analysis-Chinese.png/220px-Ansoff_matrix-Analysis-Chinese.png" decoding="async" width="220" height="157" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/65/Ansoff_matrix-Analysis-Chinese.png/330px-Ansoff_matrix-Analysis-Chinese.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/6/65/Ansoff_matrix-Analysis-Chinese.png/440px-Ansoff_matrix-Analysis-Chinese.png 2x" data-file-width="1007" data-file-height="720" /></a><figcaption>安索夫矩陣（Ansoff Matrix）中文翻譯</figcaption></figure> <p><b>安索夫矩陣</b>（英語：<span lang="en">Ansoff matrix</span>）是一種分析<a href="/wiki/%E4%BA%A7%E5%93%81" title="产品">产品</a>和<a href="/wiki/%E5%B8%82%E5%9C%BA" title="市场">市场</a>的<a href="/wiki/%E6%88%98%E7%95%A5%E8%AE%A1%E5%88%92" title="战略计划">战略计划</a>工具，可用於幫助<a href="/wiki/%E9%AB%98%E9%9A%8E%E7%AE%A1%E7%90%86%E4%BA%BA%E5%93%A1" title="高階管理人員">高管</a>、高級經理和<a href="/wiki/%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80" title="市场营销">營銷人員</a>制定未來增長策略<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup>，該矩陣的名稱出自<a href="/wiki/%E4%BF%84%E8%A3%94%E7%BE%8E%E5%9B%BD%E4%BA%BA" title="俄裔美国人">俄裔美国人</a><a href="/wiki/%E5%93%88%E5%88%A9%C2%B7%E4%BC%8A%E6%88%88%E7%88%BE%C2%B7%E5%AE%89%E7%B4%A2%E5%A4%AB" title="哈利·伊戈爾·安索夫">伊戈爾·安索夫</a>。 </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="成長策略構面"><span id=".E6.88.90.E9.95.B7.E7.AD.96.E7.95.A5.E6.A7.8B.E9.9D.A2"></span>成長策略構面</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&action=edit&section=1" title="编辑章节：成長策略構面"><span>编辑</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>1957年，伊戈爾·安索夫在《<a href="/wiki/%E5%93%88%E4%BD%9B%E5%95%86%E6%A5%AD%E8%A9%95%E8%AB%96" title="哈佛商業評論">哈佛商業評論</a>》中將安索夫矩陣定義為企業用於分析和規劃增長策略的工具<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup>，並在1965年經典著作《企業策略》一書中將這概念描述為「2+2=5」因子<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup>。在安索夫矩陣的2×2構面中： </p> <ul><li>現有產品和現有市場：市場滲透策略，思考既有產品如何提升在既有市場的市佔率。</li> <li>現有產品和新市場：（新）市場開發策略，販售給不同區域或顧客的市場。</li> <li>新產品和現有市場：（新）產品開發策略，可以思考新產品有無可再延伸的周圍產品。</li> <li>新產品和新市場：<a href="/wiki/%E5%A4%9A%E8%A7%92%E5%8C%96_(%E8%A1%8C%E9%8A%B7%E7%AD%96%E7%95%A5)" title="多角化 (行銷策略)">多角化（或稱多樣化、多元化）（行銷）策略</a>，是最難且最有風險的策略，此策略又可分為「水平多角化」及「垂直多角化」<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup>。</li></ul> <p>該矩陣有助於澄清領導者的思想並說明不同的四個策略中，每一個其需要之策略方法<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup>。 </p> <div class="mw-heading mw-heading2"><h2 id="延伸概念"><span id=".E5.BB.B6.E4.BC.B8.E6.A6.82.E5.BF.B5"></span>延伸概念</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&action=edit&section=2" title="编辑章节：延伸概念"><span>编辑</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/%E8%8F%B2%E5%88%A9%E6%99%AE%C2%B7%E7%A7%91%E7%89%B9%E5%8B%92" title="菲利普·科特勒">菲利普·科特勒</a>參考梅迪克（Madique）和齊爾格（Zirger）提出一種思考不斷增長<a href="/wiki/%E5%B8%82%E5%A0%B4%E4%BD%94%E6%9C%89%E7%8E%87" title="市場佔有率">市場佔有率</a>的新方式<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup>： </p> <table class="wikitable" style="text-align:left"> <tbody><tr> <td style="width:16%">  </td> <td style="width:28%" bgcolor="#dddddd"><b>現有產品</b> </td> <td style="width:28%" bgcolor="#dddddd"><b>改變產品</b> </td> <td style="width:28%" bgcolor="#dddddd"><b>新產品</b> </td></tr> <tr> <td bgcolor="#dddddd"><b>現有<a href="/wiki/%E7%9B%AE%E6%A0%87%E5%8F%97%E4%BC%97" title="目标受众">目标受众</a>和地理市場</b> </td> <td bgcolor="#eeeeee">向現有<a href="/wiki/%E9%A1%A7%E5%AE%A2" title="顧客">顧客</a>銷售更多現有產品（<a href="/wiki/%E5%B8%82%E5%9C%BA%E6%B8%97%E9%80%8F%E7%8E%87" title="市场渗透率">市场渗透率</a>） </td> <td bgcolor="#eeeeee">修改現有產品並將更多產品銷售給現有顧客 </td> <td bgcolor="#eeeeee">設計吸引現有顧客的新產品 </td></tr> <tr> <td bgcolor="#dddddd"><b>新地理市場</b> </td> <td bgcolor="#eeeeee">在其他地理市場銷售現有產品 </td> <td bgcolor="#eeeeee">在新的地理市場提供和銷售改變後之產品 </td> <td bgcolor="#eeeeee">為新地理市場的潛在顧客開發新產品 </td></tr> <tr> <td bgcolor="#dddddd"><b>新目標群體</b> </td> <td bgcolor="#eeeeee">將現有產品銷售給新的顧客類型 </td> <td bgcolor="#eeeeee">向新的顧客類型提供和銷售改變後之產品 </td> <td bgcolor="#eeeeee">開發新產品並銷售給新的顧客類型 </td></tr></tbody></table> <div class="mw-heading mw-heading2"><h2 id="缺點"><span id=".E7.BC.BA.E9.BB.9E"></span>缺點</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&action=edit&section=3" title="编辑章节：缺點"><span>编辑</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>安索夫矩陣的邏輯受到質疑，其邏輯問題涉及對新事物的解釋，尤其最大的缺點是忽略了<a href="/wiki/%E7%AB%9E%E4%BA%89" title="竞争">竞争</a>對手。因為該矩陣僅表示產品和市場的策略，但在現實上產品和市場都有競爭對手，他們可以決定其策略是否有效<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup>。如果新產品將不一定帶入新市場，那麼新產品組合進入新市場並不總是等同於多角化，即涉足完全未知的業務<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup>。 </p> <div class="mw-heading mw-heading2"><h2 id="參考資料"><span id=".E5.8F.83.E8.80.83.E8.B3.87.E6.96.99"></span>參考資料</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&action=edit&section=4" title="编辑章节：參考資料"><span>编辑</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="reflist" style="list-style-type: decimal;"> <ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><cite class="citation book">Doyle, Charles. <a rel="nofollow" class="external text" href="https://archive.org/details/dictionaryofmark0000doyl/page/21">Ansoff matrix (directional matrix)</a><span typeof="mw:File"><span title="需要免费注册"><img alt="需要免费注册" src="//upload.wikimedia.org/wikipedia/commons/thumb/b/b4/Lock-blue-alt-2.svg/9px-Lock-blue-alt-2.svg.png" decoding="async" width="9" height="14" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/b/b4/Lock-blue-alt-2.svg/14px-Lock-blue-alt-2.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/b/b4/Lock-blue-alt-2.svg/18px-Lock-blue-alt-2.svg.png 2x" data-file-width="512" data-file-height="813" 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Bartleby.com. （<a rel="nofollow" class="external text" href="https://www.bartleby.com/essay/Corporate-Strategy-By-Igor-Ansoff-PCAX73KWJG">原始内容</a>存档于2021-05-10）.</cite><span title="ctx_ver=Z39.88-2004&rfr_id=info%3Asid%2Fzh.wikipedia.org%3A%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&rft.atitle=Corporate+Strategy+By+Igor+Ansoff&rft.genre=article&rft_id=https%3A%2F%2Fwww.bartleby.com%2Fessay%2FCorporate-Strategy-By-Igor-Ansoff-PCAX73KWJG&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal" class="Z3988"><span style="display:none;"> </span></span></span> </li> <li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text"><cite class="citation news">Gary Hung. <a rel="nofollow" class="external text" href="https://web.archive.org/web/https://medium.com/businessclub-nthu/%E7%AD%96%E7%95%A5%E5%88%86%E6%9E%90%E5%B7%A5%E5%85%B7-%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3-12d03843b271">策略分析工具：安索夫矩陣</a>. Medium.com. 2019-08-18. （<a rel="nofollow" class="external text" href="https://medium.com/businessclub-nthu/%E7%AD%96%E7%95%A5%E5%88%86%E6%9E%90%E5%B7%A5%E5%85%B7-%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3-12d03843b271">原始内容</a>存档于2022-05-16）.</cite><span title="ctx_ver=Z39.88-2004&rfr_id=info%3Asid%2Fzh.wikipedia.org%3A%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&rft.atitle=%E7%AD%96%E7%95%A5%E5%88%86%E6%9E%90%E5%B7%A5%E5%85%B7%EF%BC%9A%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&rft.au=Gary+Hung&rft.date=2019-08-18&rft.genre=article&rft_id=https%3A%2F%2Fmedium.com%2Fbusinessclub-nthu%2F%25E7%25AD%2596%25E7%2595%25A5%25E5%2588%2586%25E6%259E%2590%25E5%25B7%25A5%25E5%2585%25B7-%25E5%25AE%2589%25E7%25B4%25A2%25E5%25A4%25AB%25E7%259F%25A9%25E9%2599%25A3-12d03843b271&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal" class="Z3988"><span style="display:none;"> </span></span></span> </li> <li id="cite_note-5"><span class="mw-cite-backlink"><b><a href="#cite_ref-5">^</a></b></span> <span class="reference-text"><cite class="citation news"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20220516202706/https://onlinelibrary.wiley.com/doi/pdf/10.1002/9780470666265.app2">Marketing Tools and their Use with Scenarios - Scenarios in Marketing</a>. Wiley Online Library. <span class="reference-accessdate"> [<span class="nowrap">2022-05-16</span>]</span>. （<a rel="nofollow" class="external text" href="https://onlinelibrary.wiley.com/doi/pdf/10.1002/9780470666265.app2">原始内容</a>存档于2022-05-16）.</cite><span title="ctx_ver=Z39.88-2004&rfr_id=info%3Asid%2Fzh.wikipedia.org%3A%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&rft.atitle=Marketing+Tools+and+their+Use+with+Scenarios+-+Scenarios+in+Marketing&rft.genre=article&rft_id=https%3A%2F%2Fonlinelibrary.wiley.com%2Fdoi%2Fpdf%2F10.1002%2F9780470666265.app2&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal" class="Z3988"><span style="display:none;"> </span></span></span> </li> <li id="cite_note-6"><span class="mw-cite-backlink"><b><a href="#cite_ref-6">^</a></b></span> <span class="reference-text">Philip Kotler: <i>Kotler on Marketing</i> New York 1999, The Free Press, <a href="/wiki/Special:%E7%BD%91%E7%BB%9C%E4%B9%A6%E6%BA%90/0684860384" class="internal mw-magiclink-isbn">ISBN 0-684-86038-4</a>; S. 47.</span> </li> <li id="cite_note-7"><span class="mw-cite-backlink"><b><a href="#cite_ref-7">^</a></b></span> <span class="reference-text">Modesto A. Madique, Billie Jo Zirger: <i>A study of Success and Failure in Product Innovation: The Case of the U.S. Electronics Industry</i>, IEEE Transactions on Engineering Management, November 1984, S. 192–203.</span> </li> <li id="cite_note-8"><span class="mw-cite-backlink"><b><a href="#cite_ref-8">^</a></b></span> <span class="reference-text"><cite class="citation news">Vinish Parikh. <a rel="nofollow" class="external text" href="https://web.archive.org/web/https://www.letslearnfinance.com/ansoff-matrix-advantages-and-disadvantages.html">Ansoff Matrix Advantages and Disadvantages</a>. LetsLearnFinance.com. 2019-10-25. （<a rel="nofollow" class="external text" href="https://www.letslearnfinance.com/ansoff-matrix-advantages-and-disadvantages.html">原始内容</a>存档于2022-05-16）.</cite><span title="ctx_ver=Z39.88-2004&rfr_id=info%3Asid%2Fzh.wikipedia.org%3A%E5%AE%89%E7%B4%A2%E5%A4%AB%E7%9F%A9%E9%99%A3&rft.atitle=Ansoff+Matrix+Advantages+and+Disadvantages&rft.au=Vinish+Parikh&rft.date=2019-10-25&rft.genre=article&rft_id=https%3A%2F%2Fwww.letslearnfinance.com%2Fansoff-matrix-advantages-and-disadvantages.html&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal" class="Z3988"><span style="display:none;"> </span></span></span> </li> <li id="cite_note-9"><span class="mw-cite-backlink"><b><a href="#cite_ref-9">^</a></b></span> <span class="reference-text"><cite class="citation journal">Dawes, John. The Ansoff matrix: a legendary tool, but with two logical problems. 2018. <span class="plainlinks"><a rel="nofollow" class="external text" href="//ssrn.com/abstract=3130530"><span title="社会科学研究网络">SSRN 3130530</span></a> <span typeof="mw:File"><span title="可免费查阅"><img alt="可免费查阅" src="//upload.wikimedia.org/wikipedia/commons/thumb/6/65/Lock-green.svg/9px-Lock-green.svg.png" decoding="async" width="9" height="14" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/65/Lock-green.svg/14px-Lock-green.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/6/65/Lock-green.svg/18px-Lock-green.svg.png 2x" data-file-width="512" data-file-height="813" /></span></span></span>.</cite><span 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