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![Blue Ocean Strategy[蓝海战略]红色海洋](images/picture_blue_ocean_red.gif)
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：
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
- 打造全新行业，如eBay的网上拍卖。
- 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]
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蓝海战略 小组。
小组 (12名成员)
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蓝海战略论坛。
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BOS is More of the Same
Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, differentiation from Tro...
 16  17条评论 |
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BOS / ROS Isn't a Strategy
This could be a few things but, strategy, really? It's a process at best either, deliberate (ROS) or emergent (BOS). It ...
8 2条评论 |
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最佳实践
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关于蓝海战略的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。
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Purple Ocean Strategy
If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of unt...
67 32条评论
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专家提示
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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。
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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...
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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...
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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...
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How to Find Good Product Ideas? List of 10 Approaches Discovering New-Product Ideas, Creative Approaches
In his book Product Leadership: Creating and Launching Superior New Products, Robert Cooper suggests following ten way...
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Innovation Pitfalls Avoiding Innovation Traps
Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006):
1. S...
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The Value Creation Logic Types Discovering Blue Oceans
Based on Stabell and Fjeldstads value creation logics, Norman T. Sheehan and Ganesh Vaidyanathan are introducing a uniq...
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Recent Innovation Trends | New Innovation Types Open innovation, User Innovation, Value Innovation, Bottom-up Innovation
Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the las...
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Six Paths Framework: How to Find or Create A Blue Ocean? Approaches to Reconstruct Market Boundaries
In their book: Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, Kim and ...
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How to Detect Consumer Needs that are Unmet? Product Innovation, New Product Development, Innovation Strategy
In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. E...
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A Closer Look Into Customer Value Customer Value Analysis, Strategic Marketing, Innovation Strategy
It is often argued that customer value is required for staying competitive and successful as organization. But in what w...
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Pitfalls and Obstacles in Product Development Strategy Product Development, Product Portfolio Management
Although product development can be an important growth strategy, it is necessary to keep in mind that several factors t...
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Value Innovation Strategy Best Practices Understanding the Fundamentals of Blue Ocean Strategy
The fundamentals of the "Blue Ocean" concept can be found in an earlier HBR artice by W. C. Kim and R. Mauborgne (1997) ...
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How to Think Differently in Blue Ocean Strategy and Innovation? How to Be Innovative
Strategy is always related with risk, due to market volatility. Also todays volatility is increasing very fast. So inno...
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How to Determine the Right PRICING? Steps to Strategic Pricing
One major part of the Blue Ocean Strategy is the Strategic Pricing. To help managers find the right price for a product/...
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How Can Incumbents Respond to Disruptors? 5 Strategic Options in Reaction to Disruptors
In recent years, the challenges to incumbent majors across industries have come mainly from low-cost competitors and fr...
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Classes of Innovation | Sources of Innovation Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy
TWO CLASSES OF INNOVATION
Innovation can be triggered or enabled by two broad classes:
KNOWLEDGE PUSH: Innovation trig...
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How to Lead an Innovation Team Best Practices, Innovation Team Management
In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strate...
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In Which Direction Should we Grow our Portfolio? Portfolio Strategy, Innovation Strategy
According to Professor Aneel G. Karnani in 'Mastering Strategy', there's no standard way to gain market value for all bu...
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Innovating by Reconsidering Value Delivery Fundamental Innovation
When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of...
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How to Design Experiments to Support Decision-making on Strategic Innovations Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes
The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide info...
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Why Large Firms are Having Difficulties to Deal with Disruptive Innovations Innovation Management
Christensen explains why many firms, especially large firms, have trouble with adapting and thus with surviving when dea...
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What Makes a Company Innovative? Innovation Best Practices, R&D Best Practices, Corporate Innovation
A futurethink 2006 Innovation Tracker Survey mentions:
- Ability to create a climate that continuously fosters innovat...
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Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation
Today, organizations are increasingly developing and designing new and complex products or systems. In other words, the ...
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Entrepreneurial Strategies in Emerging Markets Emergent Strategy, Entrepreneurship, Strategic Innovation
Chanvatipsakul and Wongsurawat (2013) examined the reasons why SMEs are successful in entering emerging markets while bi...
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信息来源
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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。
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Introduction to BOS Comprehensive Presentation Introducing BOS
Comprehensive presentation introducing BOS. Topics:
- Blue Ocean Vs. Red Ocean Strategy
- Blue Ocean Strategy Tools
-...
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Conversation with Chan Kim and Mauborgne Interview
Interview with W. Chan Kim and Renee Mauborgne. 10 questions and answers about BOS and ROS....
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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...
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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...
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An Integrated Model of Value Creation Based on the Refined Kano's Model and the Blue Ocean Strategy Blue Ocean Strategy, Customer Value, Value of Customer, Refined Kano Model, Creative Value
It is not sufficient for a contemporary firm to satisfy its customers; to be really successful, a firm must create value...
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Techniques for Entrepreneurial Thinking Entrepreneurship, Critical Thinking, Creative Thinking, Lateral Thinking, Entrepreneurial Thinking
This presentation elaborates on the different types of thinking for successful entrepreneurship. The presentation includ...
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Reinventing your Business Model Business Model Change, Strategic Innovation
A presentation that clearly explains the concept of changing business models according to Kagermann, Johnson and Christe...
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Blue Ocean Theory Success Stories Short Introduction and Success Stories of BOS
In worlds business today many companies are swimming in the red ocean of bloody competition. To obtain profitable grow...
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Blue and Red Ocean Strategy Diagram Strategic Innovation
Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use.
Republishing in ...
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研究链接
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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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