Blue Ocean Strategy[蓝海战略]

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创造没有竞争的市场空间。 W. Chan Kim和Renée Mauborgne的Blue Ocean Strategy[蓝海战略]解析。 (‘04)


Blue Ocean Strategy[蓝海战略]红色海洋

什么是蓝海战略? 释义

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] -


小组 - 蓝海战略


小组 (13名成员)


论坛 - 蓝海战略  

在这里,您将找到有趣和教育性的讨论。


  王石的蓝海
,不折不扣的蓝海战略,万科不断领先的秘诀...
 
 
 
 
  What is the Four Action Framework?
I am looking for more information on the 4 action framework....
 
 
 
 
  What are Execution Hurdles in Blue Ocean Strategy?
Stumbling on the web I found there are 4 execution hurdles i...
 
 
 
 
  The Context Determines BOS or ROS (3个反应)
A good strategy is a winning strategy. So in some circumstan...
 
 
 
 
  Blue Ocean Strategic Sequencing - Apple (2个反应)
I think Apple computers have demonstrated remarkable success...
 
 
 
 
  Define the Gap in the Market (3个反应)
Launching new company (for example in medical equipment) wit...
 
 
 
 
  The Importance of Innovating (1个反应)
This model is useful because it makes managers think about b...
 
 
 
 
  This Isn't Strategy? (2个反应)
This could be a few things but, strategy, really? It's a ...
 
 
 
 
  Filtering Blue Ocean Ideas: Strategic Overlays (14个反应)
When developing Blue Ocean Strategies with organisations we ...
 
 
 
 
  Navy Federal Credit Union (1个反应)
I am seeking to identify ways in which Navy Federal Credit U...
 
 
 
 
  BOS in Less Developed Countries (1个反应)
Kim & Mauborgne: create uncontested market space and make th...
 
 
 
 
  Not Properly Contested Markets
Some markets are not properly contested, can such a situatio...
 
 
 
 
  Blue Ocean Strategy Sequence L.L. Bean (1个反应)
The four steps of strategic sequencing for L.L. Bean's Blue ...
 
 
 
 
  Blue Ocean Strategy for UPS (1个反应)
UPS currently operates world wide and is at the forefront wi...
 
 
 
 
  Blue Ocean Strategic Sequencing - Amtrak
To get Amtrak to a blue ocean, I propose to make it a mor...
 
 
 
 
  Blue Ocean Strategy Sequencing for Blockbuster (2个反应)
BLOCKBUSTER is an american-based provider of home video and ...
 
 
 
 
  Blue Ocean is Economics Failure (6个反应)
In my opinion, the idea of a Blue Ocean hurts the basic prin...
 
 
 
 
  Blue Ocean Strategy Research (2个反应)
I am a Phd Student and would like to do a research in Blue O...
 
 
 
 
  BOS and ROS are Both Supplier Centric
In both ROS and BOS the focus is on the supplier and ...
 
 
 
 
  Getting the Strategic Sequence Right for Verizon Wireless Droid Pro (1个反应)
Verizon wireless has come out with a new phone called the dr...
 
 
 
 
  How to Start with Blue Ocean Strategy? (4个反应)
I am in the process of starting up a company. I was advised ...
 
 
 
 
  Papa Murphy's Strategic Sequence
Papa Murphys strategic sequence: - Buyer Utility - as a re...
 
 
 
 
  Nestle Blue Ocean Strategy Sequencing (2个反应)
Nestle's Blue Ocean Strategy Sequence Greetings to t...
 
 
 
 
  Blue Ocean Strategic Sequencing on Disney (7个反应)
For school, I have to devise a blue ocean strategy for a spe...
 
 
 
 
  Blue Ocean Strategic Sequencing for Delta Airlines
The fourth principle of the Blue Ocean Marketing Strategy is...
 
 
 
 
  Six Paths Framework for Property Management Companies
For the property management industry, one of the major issue...
 
 
 
 
  Strategic Sequencing Education Industry for Adults
There needs to be significant changes in the way education i...
 
 
 
 
  CSR Part of Blue Ocean Strategy (1个反应)
Companies may consider Corporate Social Responsibility (C...
 
 
 
 
  eBay's Blue Ocean Strategy Strategic Sequence (8个反应)
eBay operates in a Blue Ocean today due to their ability to ...
 
 
 
 
  Blue Ocean Strategy - Buyer Experience Cycle (1个反应)
In Blue Ocean Strategy there is a tool called Buyer Experien...
 
 
 
 
  Blue Ocean Strategy: Buyer Utility Map (1个反应)
In Blue Ocean Strategy, the Buyer Utility Map is a chart tha...
 
 
 
 
  Sony Playstation in Medical Field (2个反应)
Part of my class assignment is to overlook the transition of...
 
 
 
 
  BP Moving From Red Ocean to Blue Ocean (3个反应)
BP have much to do to move from red ocean to blue ocean. The...
 
 
 
 
  Blue Ocean Strategy versus RBV and MBV
Hi everybody, I need to understand where Blue Ocean Strategy...
 
 
 
 
  Blue Ocean Strategic Sequencing - Best Buy (2个反应)
Buyer utility. For Best Buy, I see the most compellin...
 
 
 
 
  Verizon Communications Strategic Sequencing
Verizon communications : - Buyer utility-mobile devices unl...
 
 
 
 
  Nintendo's Wii BOS Strategic Sequence (1个反应)
Get the right," is an important part of the Blue Ocean stra...
 
 
 
 
  Blue Ocean Strategic Sequencing in Office Furniture (1个反应)
I am working on a Blue Ocean strategy for a course I am taki...
 
 
 
 
  Blue Ocean Strategic Sequence for Oreck Direct (1个反应)
Oreck direct has been providing home cleaning products, such...
 
 
 
 
  Blue Ocean Strategic Sequencing for US Airways? (1个反应)
US Airways is in in a red ocean, they must determine there t...
 
 
 
 
  Blue Ocean Sequencing - Bank of America
As described by Kim and Mauborgne (2005) there are four prin...
 
 
 
 
  2 Wheeler Market in India in Mid 80s
Another example of huge success of blue ocean strategy is 2 ...
 
 
 
 
  Blue Ocean Strategy - Three Tiers of Noncustomers
There are three tiers of non-customers that can be transform...
 
 
 
 
  The Blue Ocean Strategy (BOS) Sequence of Citibank
This week in a college class I am attending, we are looking ...
 
 
 
 
  Blue Ocean Strategic Sequence for Barnes and Noble
Barnes and Noble while it is not presently in a Blue Ocean e...
 
 
 
 
  Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows: - Buyer u...
 
 
 
 
  Blue Ocean Strategic Sequence for Amazon.com (1个反应)
To create a Blue Ocean Strategy company there has to be . Th...
 
 
 
 
  Blue Ocean Strategic Sequencing - Dell (3个反应)
I have been researching dell for the past several weeks in m...
 
 
 
 
  Wal-Mart Strategic Sequence (2个反应)
Based on the BOS sequence, Wal-Mart (branded as Walmart s...
 
 
 
 
  Best Buy - Blue Ocean Strategy Proposal (1个反应)
Ive chosen Best Buy to form a Blue Ocean strategy. T...
 
 
 
 
  First Mover Advantage / Price Maker in BOS
As soon as an organisation identified a new sector/industry ...
 
 
 
 
  Blue Ocean Strategic Sequencing - Exxon Mobil (1个反应)
Im completing a college assignment and request feedback on ...
 
 
 
 
  Blue Ocean Strategic Sequencing - Boeing
Buyer utility: Boeing has a buyer utility that reaches a sma...
 
 
 
 

最佳实践 - 蓝海战略

在这里,您将找到最有价值的想法。


  Visionary Leadership and Blue Ocean Strategy (43个反应)
I think Blue Ocean Strategy (BOS) success merely depends ...
 
 
 
 
  Blue, Green or Even Violet Ocean Strategies (7个反应)
I think ROS and BOS are parts of a process that all active c...
 
 
 
 
  What is a Strategic Sequence? (4个反应)
According to Kim and Mauborgne (2005) a BOS will only work i...
 
 
 
 
  Using Blue Ocean Strategy Inside Companies (1个反应)
Many people think BOS is only applicable for creating new ma...
 
 
 
 
  Blue Ocean Strategy Disadvantages (10个反应)
While most of the participants in this forum are quick to po...
 
 
 
 
  What is a Pioneer-Migrator-Settler Map (PMS Map)?
In Blue Ocean Strategy, what is a Pioneer-Migrator-Settler M...
 
 
 
 
  How to Avoid Imitation of Blue Ocean Strategy? (5个反应)
After creating a new market/industry, how can competitors be...
 
 
 
 
  Differences in BOS / ROS Cultures (15个反应)
I have discovered over the last five years that in Red Oc...
 
 
 
 
  BOS = Niche Market Strategy (4个反应)
Is BOS not just another phrase for a strategy? They share t...
 
 
 
 
  Blue Ocean Strategy in Small Companies (11个反应)
For most small businesses in the current environment, sta...
 
 
 
 
  Creating a New Mental Category (25个反应)
Blue ocean strategies are basically about creating a new men...
 
 
 
 
  Why is it called 'Blue' Ocean Strategy? (9个反应)
I would like to know meaning of 'blue' and its meaning when ...
 
 
 
 
  Six Paths to Moving from Red to Blue Ocean (3个反应)
I am seeking feedback on my class project. I am trying to mo...
 
 
 
 
  BOS: more of the same (17个反应)
Blue Ocean Strategy is just more of the same old stuff. It t...
 
 
 
 
  Porter Model vs Blue Ocean Strategy (8个反应)
Does anyone know about the differences between Porter's (5 F...
 
 
 
 
  Can a Blue Ocean Eventually Turn Into a Red Ocean? (8个反应)
When a company creates a blue ocean by foreseeing an opportu...
 
 
 
 
  'Purple' Ocean Strategy (32个反应)
If there are shallow, boiling, highly competitive, bloody RE...
 
 
 
 
  Blue Ocean Strategy of Google (3个反应)
First it was IBM, then Microsoft and now Google. How Google ...
 
 
 
 

Expert Tips (ENG) - Blue Ocean Strategy

在这里,您将找到专家提供的高质量建议。


 

Diagnostic Framework for Building a Blue Ocean Strategy

Blue Ocean Strategy Formation...
 
 
 

Challenging the Existing Strategic Logic

Blue Ocean Strategy Tools...
 
 
 

How to Find Good Product Ideas? List of 10 Approaches

Discovering New-Product Ideas, Creative Approaches...
 
 
 

Blue Ocean Strategy Tools, Frameworks and Methodologies

Summaries of all BOS Tools...
 
 
 

Innovation Pitfalls

Avoiding Innovation Traps...
 
 
 

The Value Creation Logic Types

Discovering Blue Oceans...
 
 
 

How to Find or Create A Blue Ocean?

Approaches to Reconstruct Market Boundaries...
 
 
 

Recent Innovation Trends | New Innovation Types

Open innovation, User Innovation, Value Innovation, Bottom-up Innovation...
 
 
 

How to Detect Consumer Needs that are Unmet?

Product Innovation, New Product Development, Innovation Strategy...
 
 
 

Pitfalls and Obstacles in Product Development Strategy

Product Development, Product Portfolio Management...
 
 
 

Value Innovation Strategy Best Practices

Understanding the Fundamentals of Blue Ocean Strategy...
 
 
 

A Closer Look Into Customer Value

Customer Value Analysis, Strategic Marketing, Innovation Strategy...
 
 
 

How to Think Differently in Blue Ocean Strategy and Innovation?

How to Be Innovative...
 
 
 

How to Determine the Right PRICING?

Steps to Strategic Pricing...
 
 
 

How Can Incumbents Respond to Disruptors?

5 Strategic Options in Reaction to Disruptors...
 
 
 

How to Lead an Innovation Team

Best Practices, Innovation Team Management...
 
 
 

In Which Direction Should we Grow our Portfolio?

Portfolio Strategy, Innovation Strategy...
 
 
 

Innovating by Reconsidering Value Delivery

Fundamental Innovation...
 
 
 

Classes of Innovation | Sources of Innovation

Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy...
 
 
 

How to Design Experiments to Support Decision-making on Strategic Innovations

Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes...
 
 
 

Why Large Firms are Having Difficulties to Deal with Disruptive Innovations

Innovation Management...
 
 
 

What Makes a Company Innovative?

Innovation Best Practices, R&D Best Practices, Corporate Innovation...
 
 
 

Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping

Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation...
 
 
 

Entrepreneurial Strategies in Emerging Markets

Emergent Strategy, Entrepreneurship, Strategic Innovation...
 
 

相关资料 - 蓝海战略

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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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