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)

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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

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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Blue Ocean Strategy[蓝海战略]

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)

什么是蓝海战略？ 释义

竞争优势批判

创造蓝色海洋的两种方法

什么是蓝海战略？释义