Legend

Legend
Unit of measure Legend
+ 例子
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x x
– –
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Title
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2X2 CUBED
Unit of measure

Text
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x t
Te
Text Text x t
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*
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2X2 TOWER
Unit of measure

*
资料来源：
5Ps MARKETING
Unit of measure

Product
offering

Product Package Place Price Positioning

promotion

*
资料来源：
7S
Unit of measure

Style

Strategy Skills

Shared
values

Staff Systems

Structure

*
资料来源：
ARROW 3D
Unit of measure

*
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CUBES1 3D
Unit of measure

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CUBES2 3D
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CUBES3 3D
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* Footnote
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Source:
CUTOUT 3D
Unit of measure

Text

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FORCES AT WORK
Unit of measure

New
entrant

Industry
Suppliers competitors
Buyers

Substitute
s

*
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JOINT
Unit of measure

Text Text

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LEVEL SEPARATE 4
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Text

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LINEAR A 3D
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LINEAR B 3D
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LINEAR C 3D
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LINEAR D 3D
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LINEAR E 3D
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LINEAR G 3D
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LINEAR I 3D
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LINEAR J 3D
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Text

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LINEAR N 3D
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Text Text Text Text

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LINEAR P 3D
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LINEAR Q 3D
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Text Text

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LINEAR Q 3D
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Text Text

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LINKS 3
Unit of measure

Implemen
Plan Support
t

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PERSPECTIVE 3D
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PROPELLER 3D
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Text

Te
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RINGS 3D
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SCALE
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SCALES
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SIZES IN
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SPIRAL1 3D
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*
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SPIRAL2 3D
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Brakes
Spiral

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*
Tube in tube
SPOTLIGHT
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Text Text

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STAIRCASE
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Stars 3D
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WIRE CUBES
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ARROWS
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LEVEL 1
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LEVEL 2
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LEVEL 3
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LEVEL 4
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LEVEL 5
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LEVEL 6
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Text

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FLOW 2
Unit of measure

Header Header

Text Text

*
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FLOW 2 TITLE
Unit of measure

Header Header

Text Text Text

*
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FLOW 3
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Header Header Header

Text Text Text

*
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FLOW 3 TITLE
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Header Header Header

Text Text Text Text

*
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FLOW 4
Unit of measure

Header Header Header Header

Text Text Text Text

*
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FLOW 4 TITLE
Unit of measure

Header Header Header Header

Text Text Text Text Text

*
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FLOW 5
Unit of measure

Header Header Header Header Header

Text Text Text Text Text

*
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FLOW 5 TITLE
Unit of measure

Header Header Header Header Header

Text Text Text Text Text Text

*
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FLOW 6
Unit of measure

Header Header Header Header Header Header

Text Text Text Text Text Text

*
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FLOW 6 TITLE
Unit of measure

Header Header Header Header Header Header

Text Text Text Text Text Text Text

*
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BLADES
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Text
Text

Text Text

*
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BOX
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Text Text

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BOX
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Text Text

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CYCLE 1
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Text

Text

Text

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CYCLE 2
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Text Text

*
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CYCLE 3
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Text

Text
Text

*
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CYCLE 4
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Text
Text

Text
Text

*
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CYCLE 5
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Text
Text

Text

Text

Text

*
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CYCLE 6
Unit of measure

Text
Text

Text
Text

Text
Text

*
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CYCLE 7
Unit of measure

Text Text

Text
Text

Text
Text
Text

*
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CYCLE 8
Unit of measure

Text Text

Text
Text

Text
Text

Text Text

*
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INCOMING
Unit of measure

Text
Text

Text
Text

Text
Text

*
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RIBBON
Unit of measure

Text

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RING
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Text
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UPON 2
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Text

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CONTINUOUS
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Text Text
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Text
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*
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CUTOUT
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Text

Text Text

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*
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LINEAR A
Unit of measure

Text

Text

Text

*
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LINEAR B
Unit of measure

Text

Text Text
Text

*
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LINEAR C
Unit of measure

Text

Text

Text

*
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LINEAR D
Unit of measure

Text
Text
Text

*
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LINEAR E
Unit of measure

Text Text Text Text

*
资料来源：
LINEAR F
Unit of measure

Text

Text

Text

*
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LINEAR G
Unit of measure

Text
Text
Text

*
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LINEAR H
Unit of measure
Text

Text Text

Text

*
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LINEAR I
Unit of measure

Text Text

*
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LINEAR J
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Text

Text Text

Text

*
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LINEAR K
Unit of measure

Text

Text

Text

Text

Text

Text

*
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LINEAR N
Unit of measure

Text Text Text Text

*
资料来源：
LINEAR P
Unit of measure

Text

Text

Text

*
资料来源：
LINEAR Q
Unit of measure

Text Text

*
资料来源：
PROPELLER
Unit of measure

Text

Te
xt

Text

*
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STEP 5
Unit of measure

Text
Text

Text
Text

Text

*
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2 ON 1
Unit of measure

Text
Text

Text

Text

*
资料来源：
AGAINST
Unit of measure

Text

Text
Text

Text
Text

Text

*
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AT WORK
Unit of measure

Text

Text Text Text

Text

*
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COUPLED HORIZ
Unit of measure

Text Text

*
资料来源：
COUPLED VERT
Unit of measure

Text

Text

*
资料来源：
FOCUSED
Unit of measure

Text Text

Text Text

*
资料来源：
FORCES AT WORK
Unit of measure

New
entrant

Industry
Suppliers competitors
Buyers

Substitute
s

*
资料来源：
PARALLEL
Unit of measure

Text

Text

Text

*
资料来源：
SPLIT
Unit of measure

Text

Text Text

Text

*
资料来源：
SURROUND
Unit of measure

Text

*
资料来源：
TWISTED
Unit of measure

Text

Text

*
资料来源：
UP & AWAY
Unit of measure

Text Text

*
资料来源：
UP & DOWN
Unit of measure

Text
Text

*
资料来源：
3Cs TRIANGLE
Unit of measure

Customer

Distributors

Clients Competitors

Suppliers

*
资料来源：
3S-4S
Unit of measure
The organization chart and
accompanying baggage that show
who reports to whom and how
tasks are both divided up and
A coherent set of integrated
actions aimed at The people in
gaining a sustainable the organization,
advantage Structure considered in
Capabilities over competition terms of corporate
possessed by demographics, not
the organization individual personalities
as a whole as Strategy
distinct from
the individuals. Skills Staff Style
Some companies Shared
perform extraordinary values
feats with ordinary The way managers collectively
people behave with respect to use of
Those ideas of what is right time, attention and symbolic
and desirable (in corporate Systems
actions
and/or individual behavior)
which are typical of the The processes and procedures
organization and common through which things get done
to most of its members from day-to-day
*
资料来源：
2S-5S
Unit of measure The people in the
organization, considered
in terms of corporate
demographics, not individual
The processes and personalities
procedures through The way
which things get done managers
Staff collectively
A coherent set from day to day
behave with
of actions aimed Systems Style respect to use
at gaining a of time,
sustainable Strategy Skills attention,
advantage and symbolic
over competition Capabilities actions
Shared
possessed by Structure
the organization Values
as a whole as Those ideas of what
distinct from the is right and desirable
The organization chart
individuals. (in corporate and/or
and accompanying
Some companies individual behavior)
baggage that show
perform which are typical of the
who reports to whom
extraordinary organization and
and how tasks are
feats with common to most of its
both divided up and
ordinary people members
integrated
*
资料来源：
BUSS PORTFOLIO
Unit of measure

High
Competitive position

Medium
Low

Low Medium High

Product/market attractiveness
*
资料来源：
CHANGE BOARD
Unit of measure

Commitment Capability
Change
vision Individual Enabling
Conviction Courage
activity devices

Chief
Executive

Leadership
groups

Down the
line

External
constitution

*
资料来源：
DELTA P
Unit of measure • Accurate measurement
of action and results
• Clear accountabilities
• Early wins
• Flow of 2-way communications
• People’s understanding, belief
and contribution to act on vision
and action plans

Visible demonstration • Implementation or

of new vision and near implementation
values by client of required structure
Performance and systems
leadership Communications
Measurement

Vision and Organizational

Leadership
Delta P Infrastructure

Problem
People
Solving
Development • Client managers
Process
• Action plans sufficient to (particularly middle
achieve goals management) have
• Agreement on objectives skill to lead program
by line management implementation
• Management of high- • Change in actual
involvement
* process behavior
资料来源：
MACS
Unit of measure
• Industry attractiveness
• Competitive position
• Restructuring/rationalization opportunities

Value-creation potential in business unit

High Medium Low

Relative ability to extract value

• Corporate Retain and Retain and Retain and

give top give priority manage for
Natural

center skills
owner
priority code or
• Business liquidate
unit linkages
Probably Divest Divest or
“One of the

• Taxation/ divest liquidate

pack”

valuation
differences

*
资料来源：
MANUFACTURING STRATEGY
Unit of measure

Business Strategy

Manufacturing Strategy

Configuration Research
Systems Focus

Organization Labor
Policy
Make
vs.
Process Buy
Product
Design Design

*
资料来源：
PENTAGON
Unit of measure

2 5
Restructuring
framework

3 4

*
资料来源：
PRICE BENEFIT
Unit of measure

Benefit

Competitive
advantage

Competitive
disadvantage

Price

*
资料来源：
SMILE CHART
Unit of measure

Appraise performance Bottom up

and prospects action programs
1 8
Develop
strategy 2
3 7 Top down
action programs

4 6
Redesign Assess change
pivotal jobs 5 readiness
Design the skill
building process

*
资料来源：
STRAT GAMEBOARD
Unit of measure

3.
Create and
pursue a unique
2. advantage 4.
Resegment the Exploit unique
market to create a advantage
niche 1. industrywide
When to
Do more and
compete
better of the
same

*
资料来源：
STRAT MANAGE
Unit of measure

Stage 4

Stage 3

Stage 2
Stage 1

Forecast Externall Strategic

Budget based y manage-
planning planning orientate ment
Meet Predict the d
Think Create the
budget future planning
strategicall future
and y
schedule
Value system

*
资料来源：
TREE PRODUCTIVITY
Unit of measure Selling margin
Contribution
Effectiveness Sales
Contribution
Available selling time Selling rate
Sales
Available selling time
Productivity
Contribution Utilization
Total selling costs Available selling time
Total sales time

Efficiency Support leverage

Available selling Total sales time
time Support costs
Total selling costs
Support intensity
Support costs
* Total selling costs
资料来源：
VALUE CREATION
Unit of measure

Improve core
Redeploy
business
assets
performance

Maximize
shareholder
value

Adopt sound Grow through

financing acquisition
approach and/or merger
Grow
through
cultural
initiative

*
资料来源：
VALUE SOURCES
Unit of measure
Corporate Industry restructure
center skills Internal controller

Shared resources
Linkages
between Transfer of capability
Client’s business units Vertical integration
relative ability
to extract
Differences in tax position
value Real
Existence of non-cases
Financial objectives
ownership fit Inefficiencies in financial markets
Perceived
Difference in valuation technique

*
资料来源：
GANTT10
Unit of measure
<##>
Header <##> <##> <##> <##> <##> <##> <##> <##> <##> <##>
Text

*
资料来源：
GANTT15
Unit of measure
##
Header ## ## ## ## ## ## ## ## ## ## ## ## ## ## ##
Text

*
资料来源：
LEFT TO RIGHT
Unit of measure

Text

Text Text

Text

*
资料来源：
STUDY OBJECTIVE
Unit of measure

Text

Sub-objectives
Text Text Text Text

Process objectives
Text

*
资料来源：
TOP DOWN
Unit of measure

Text

Text

Text Text Text Text Text

*
资料来源：
2X2
Unit of measure

Text Text

Text
Text

Text Text
Text

Text Text
Text

*
资料来源：
2X2 CUBED
Unit of measure

Text Text
Text

Text Text
Text

t
Tex
ext
Text Text T

*
资料来源：
2X2 EXTENDED
Unit of measure

Text
Text Text
Text
Text

Text Text Text

Text

Text Text
Text

*
资料来源：
2X2 TOWER
Unit of measure

Tex e xt
t T
T x t
Tex ext Te Text
t

*
资料来源：
3X3
Unit of measure

Text Text Text

Text
Text Text Text
Text
Text

Text Text Text

Text

Text Text Text

Text

*
资料来源：
3X3 EXTENDED
Unit of measure

Text
Text Text Text
Text

Text Text Text Text

Text
Text

Text Text Text

Text
Text

Text Text Text

Text

*
资料来源：
DIFFRACTION
Unit of measure

Text

Text

*
资料来源：
FLOW DOWN
Unit of measure

Text

Text

Text

*
资料来源：
PASS THROUGH
Unit of measure

Text Text

*
资料来源：
AREA
Unit of measure
350

300

250

Label 1
200

150

Label 2
100

50
Label 3
0
1996 1997 1998 1999 2000 2001

*
资料来源：
BAR
Unit of measure

Label
50
1
Label
40
2
Label
30
3
Label 20
4
Label 10
5

*
资料来源：
BAR 2
Unit of measure
Title Title
Unit of measure Unit of measure

Label
50 Label 1 50
1
Label
40 Label 2 40
2
Label
30 Label 3 30
3
Label 20 20
Label 4
4
Label 10 10
Label 5
5

*
资料来源：
BAR BUTTED
Unit of measure
40
Label 50
1
55

30
Label 40
2 50

20
Label
30
3
45

10
Label 25
4 30

5
Label
15
5
25

*
资料来源：
BAR STACKED
Unit of measure

Series Series Series

Label 50 23 43 000
1
Label
40 25 23 000
2
Label
30 45 23 000
3
Label 20 65 23 000
4
Label
10 96 23 000
5

*
资料来源：
BAR STACKED 100%
Unit of measure

Series Series Series 100%

=
Label 45 90 50 000
1
Label 000
20 80 40
2
Label 30 70 30 000
3
Label 40 60 20 000
4
Label 50 50 10 000
5

*
资料来源：
BUBBLETitle
Unit of measure Unit of measure
700

600 Label 5

500
Label 6
400
Label 3 Label 4
300

200
Label 1 Label 2
100

0
0 50 100 150 200 250
Title
* Unit of measure
资料来源：
COLUMN
Unit of measure
60

50

40

30

20

Label Label Label Label Label

1 2 3 4 5

*
资料来源：
COLUMN 2
Unit of measure
Title Title
Unit of measure Unit of measure

Label Label Label Label Label Label Label Label Label Label
1 2 3 4 5 1 2 3 4 5
*
资料来源：
COLUMN BUTTED
Unit of measure
80

70 70

60 60 60

50 50 50

40 40 40

30 30

20

Label 1 Label 2 Label 3 Label 4 Label 5

*
资料来源：
COLUMN STACKED
Unit of measure
000

30
000
25
000
50
000 20
000 40
20
30
Series 20 20
20 20
Series 20 20
20
Series 20 60
50
40
30
Series 20

Label Label Label Label Label

1 2 3 4 5

*
资料来源：
COLUMN STACKED 100%
Unit of measure

100%= 000 000 000 000 000

15 10 10 10
Series 20
10 10
15 20

Series 20 20
40 20
35
Series 30

60
50
35 40
Series 30

Label Label Label Label Label

1 2 3 4 5
*
资料来源：
COMBO PIE SEGMENT COLUMN
Unit of measure
Title Title
Unit of measure Unit of measure
Label 5 100% 000
=
10
30 Series
Label 4
10

45 Label 1
30 Series
Label 3 15

20 Series

20
20 Series
Label 2
Label 1
*
资料来源：
COST CURVE
Unit of measureTitle
Unit of measure
300

Label 5
250

Label 4
200

150

100

50
Label 1 Label 2 Label 3
0
0 50 100 150 200
Title
* Unit of measure
资料来源：
ARROWS
Unit of measure

*
资料来源：
DISCLAIMERS CLIENT
Unit of measure

This report is solely for the use of client personnel. No part of it may be circulated,
quoted, or reproduced for distribution outside the client organization without prior
written approval from McKinsey & Company.

*
资料来源：
DISCLAIMERS INTERNAL
Unit of measure

This report contains information that is confidential and proprietary to McKinsey &
Company and is solely for the use of McKinsey & Company personnel. No part of it may
be used, circulated, quoted, or reproduced for distribution outside McKinsey & Company.
If you are not the intended recipient of this report, you are hereby notified that the use,
circulation, quoting, or reproducing of this report is strictly prohibited and may be
unlawful.

*
资料来源：
DISCLAIMERS PRESENTATION
Unit of measure

This report is solely for the use of client personnel. No part of it may be circulated,
quoted, or reproduced for distribution outside the client organization without prior
written approval from McKinsey & Company. This material was used by McKinsey &
Company during an oral presentation; it is not a complete record of the discussion.

*
资料来源：
 Legend
LEGENDS Legend
Unit of measure Legend

*
资料来源：
McKINSEY LOGO
Unit of measure

*
资料来源：
MISC
Unit of measure



–
*
资料来源：
MOONS
Unit of measure

Very attractive
Average
Very unattractive

Very attractive
Average
Very unattractive

*
资料来源：
STICKER
Unit of measure

ILLUSTRATIVE

CONFIDENTIAL

PRELIMINARY
DRAFT
ESTIMATE

EXAMPLE
FOR DISCUSSION ONLY

FOR DISCUSSION

*
资料来源：
STICKER OTHER
Unit of measure

PRELIMINARY TO BE COMPLETED
DISCUSSION DRAFT DRAFT
BACKUP
DISGUISED PRELIMINARY
ESTIMATE HYPOTHESIS
DRAFT FOR DISCUSSION
CONFIDENTIAL STRAW MAN
SAMPLE DISCUSSION DRAFT
REVISED
CONCEPTUAL DISGUISED
CLIENT EXAMPLE
PROPOSED

ROUGH ESTIMATE

*
资料来源：
WORLD MAP
Unit of measure

*
资料来源：