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。


  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。


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


蓝海战略 培训|活动


最佳实践 - 蓝海战略 高级帐户
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Expert Tips (ENG) - Blue Ocean Strategy 高级帐户

Diagnostic Framework for Building a Blue Ocean Strategy注册

Kim and Mauborgne introduce in their book an inter...
Usage (application)Blue Ocean Strategy Formation

Challenging the Existing Strategic Logic注册

A great BOS-tool Kim and Mauborgne described is th...
Usage (application)Blue Ocean Strategy Tools

How to Find Good Product Ideas? List of 10 Approaches注册

In his book Product Leadership: Creating and L...
Usage (application)Discovering New-Product Ideas, Creative Approaches

Blue Ocean Strategy Tools, Frameworks and Methodologies注册

Summaries of 12 Blue Ocean Strategy tools by Kim &...
Usage (application)Summaries of all BOS Tools

Innovation Pitfalls注册

Harvard Professor R. Moss Kanter describes 4 commo...
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The Value Creation Logic Types注册

Based on Stabell and Fjeldstads value creation lo...
Usage (application)Discovering Blue Oceans

Recent Innovation Trends | New Innovation Types注册

Roland Bel (2012) outlines and explains four types...
Usage (application)Open innovation, User Innovation, Value Innovation, Bottom-up Innovation

How to Detect Consumer Needs that are Unmet?注册

In their article New Business Models in Emerging M...
Usage (application)Product Innovation, New Product Development, Innovation Strategy

How to Find or Create A Blue Ocean?注册

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Pitfalls and Obstacles in Product Development Strategy注册

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A Closer Look Into Customer Value注册

It is often argued that customer value is required...
Usage (application)Customer Value Analysis, Strategic Marketing, Innovation Strategy

How to Determine the Right PRICING?注册

One major part of the Blue Ocean Strategy is the S...
Usage (application)Steps to Strategic Pricing

Value Innovation Strategy Best Practices注册

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Usage (application)Understanding the Fundamentals of Blue Ocean Strategy

How to Think Differently in Blue Ocean Strategy and Innovation?注册

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How Can Incumbents Respond to Disruptors?注册

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Innovating by Reconsidering Value Delivery注册

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Classes of Innovation | Sources of Innovation注册

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In Which Direction Should we Grow our Portfolio?注册

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Usage (application)Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes

How to Lead an Innovation Team注册

In order to become a great innovation team leader,...
Usage (application)Best Practices, Innovation Team Management

What Makes a Company Innovative?注册

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Why Large Firms are Having Difficulties to Deal with Disruptive Innovations注册

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Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping注册

Today, organizations are increasingly developing a...
Usage (application)Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation

Entrepreneurial Strategies in Emerging Markets注册

Chanvatipsakul and Wongsurawat (2013) examined the...
Usage (application)Emergent Strategy, Entrepreneurship, Strategic Innovation

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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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