Are you running ESX? USB isn't supported so you'd have to use a USB over IP device to allow the VM to see the USB device. For serial ports see the 3rd link, but you may want to consider a serial over IP device for that as well.
I think with the desktop version of VMWare you can assign the USB Ports to the guest VM.
If you're using ESX, you'll have to look towards a third party application as suggested by Dave.Mishchenko. In our case for USB over IP, we use a tool called USBRedirector and it works great for both USB modems and application/thumb key.
Thank you for your help.
Now I use USB Redirector 32-bit edition for USB port.
For serial port I declared
serial0.present = "true"
serial0.fileType = "device"
serial0.fileName = "/dev/ttyS0"
in file PHYSICAL_MACHINE:/vmfs/volumes/storage1vm1/VMWARE_MACHINE/