Blue Ocean Strategy[蓝海战略]

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什么是蓝海战略？

局限在现有行业之内做残酷竞争，从竞争者手中抢夺顾客的战略，被称之为红海战略或血腥战略（Bloody or Red Ocean Strategy）。与之相对， W. Chan Kim和Renée Mauborgne提出了蓝海战略（Blue Ocean Strategy）的建议， 即开拓没有竞争的市场空间。

根据Kim和Mauborgne发表在《哈佛商业评论》（2004年10月）上的文章，在拥挤的市场上做激烈竞争，无法保证企业高水平的绩效。 真正的机会是： 开拓蓝色海疆，创造没有竞争的市场空间。

竞争优势批判

竞争当然是重要的， 但通过集中于竞争和Competitive Advantage[竞争优势]，根据Kim和Mauborgne，学者、公司和顾问忽略了战略的二个非常重要-和更加赚钱-方面：

• 发现和培育蓝色海洋，
• 开发和保护蓝色海洋 。

它们与战略家传统的关注事项截然不同。 在蓝色海洋里，需求来自于创造，而不是争夺。 蓝色海洋里有大量的成长机会，有利可图且发展快速。

创造蓝色海洋的两种方法

1. 打造全新行业，如eBay的网上拍卖。
2. 拓展行业边界，在红色海洋里创造蓝色海洋。

毫无疑问，Kim和Mauborge应该得到赞誉，他们意识到了过度关注竞争优势所带来的问题，他们发明的这两个比喻也非常美妙。

参考书： W. Chan Kim， Renée Mauborgne - Blue Ocean Strategy [中译本《蓝海策略：开创无人竞争的新市场》，台湾天下远见出版社，2005]

论坛 开始一个新的论坛主题关于蓝海战略 写在这里。提出问题或解释某事。 当前论坛关于的讨论蓝海战略： Visionary Leadership and Blue Ocean Strategy I think Blue Ocean Strategy (BOS) success merely depends on the leadership of the leader and how visionary the leader is, and how far ahead the business is seen/predicted. The process of achieving ... 78   45条评论 Purple Ocean Strategy If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of untapped opportunity, are there also "PURPLE" - less competitive - oceans in betwee... 67   32条评论 Strategic Sequence: Best Practices and Pitfalls According to Kim and Mauborgne (2005) formulating a BOS is best done using a structured process, a "Strategic Sequence" (SS) with 4 steps. The SS is designed to ensure that the new strategy is both di... 48   8条评论 Disadvantages of a Blue Ocean Strategy While most of the participants in this forum are quick to point out the first mover advantage that a BOS creator gets, we need to be aware of the cost in case the strategy flops. Given today's global ... 32   11条评论 How to Use the Six Paths Framework to Move Into a Blue Ocean I am seeking feedback on my class project. I am trying to move a red ocean company to a blue ocean. I am working with the world famous Pike Place Fish Market in the fish and seafood industry. A compan... 26   4条评论

训练课程关于蓝海战略。 初级课程 进阶课程 专家课程

专家提示 关于Blue Ocean Strategy（英语）的高级见解。在这里，您将找到专家的专业建议。 咨询技巧 教学技巧 实际实施技巧 All Blue Ocean Strategy Tools, Frameworks and Methodologies Summaries of all BOS Tools Summaries and in-depth links to all 15 Blue Ocean Strategy tools by Kim & Mauborgne: 1. Pioneer-Migrator-Settler Map (P... The Strategy Canvas Diagnostic Framework Blue Ocean Strategy Formation Kim and Mauborgne introduce in their book an interesting tool they call "The Strategy Canvas". The Strategy Canvas is b... Eliminate-Reduce-Raise-Create Grid Blue Ocean Strategy Tools A great BOS-tool Kim and Mauborgne described is the "Four Actions Framework". This Four Actions Framework can be used to...

信息来源 有关蓝海战略的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 Introduction to BOS Comprehensive Presentation Introducing BOS Comprehensive presentation introducing BOS. Topics: - Blue Ocean Vs. Red Ocean Strategy - Blue Ocean Strategy Tools -... Conversation with Chan Kim and Mauborgne Interview Interview with W. Chan Kim and Renee Mauborgne. 10 questions and answers about BOS and ROS.... Co-opetition, PARTS and Changing the Strategic Game Business Strategy, Innovation Strategy Comprehensive presentation about the concept of co-opetition based on Brandenburger and Nalebuff (1998), including the f... First Introduction to Blue Ocean Strategy Understanding the Definitions of Blue and Red Ocean Strategy Short visual introduction of the 2 types of strategy as conceived by Kim and Mauborgne. Blue Ocean Strategy is a way to...

工具 有关 AABBCC 的有用工具蓝海战略。 新闻 视频 简报   书比人好 学术的 更多

比较：   Business Process Reengineering[业务流程重组]  |  Product/Market Grid[产品市场方格]  |  Core Competence[核心竞争力]  |  BCG Matrix[BCG矩阵]  |  McKinsey Matrix[麦肯锡矩阵]  |  Resource-Based View[企业资源观]  |  Disruptive Innovation[颠覆性创新]  |  Forget Borrow Learn[遗忘借用学习法]  |  Rule of Three[三强鼎立法则]  |  Strategic Types[战略类型]

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