|
![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] - 
|
在最佳实践部分，您将在此知识领域内找到最佳论坛讨论。
|
|
|
在专家提示部分，您可以找到该知识领域专家的建议。
|
|
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...
|
|
|
|
|
| |
|
|
|
在参考资料部分，您将在此知识领域内找到powerpoint演示文稿，微观学习视频，文章，新闻项目等。
| |
新闻关于蓝海战略
|
|
|
|
| |
新闻关于红海战略
|
|
|
|
| |
视频关于蓝海战略
|
|
|
|
| |
视频关于红海战略
|
|
|
|
| |
简报关于蓝海战略
|
|
|
|
| |
简报关于红海战略
|
|
|
|
| |
更多关于蓝海战略
|
|
|
|
| |
更多关于红海战略
|
|
|
|
|
|
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]
返回到分类主页： 营销 | 战略与策略
更多管理方法、模型和理论
|
|
|
Special Interest Group Leader
|
|
|
|
|
|
|
|
