Blue Ocean Strategy[蓝海战略]

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总结

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]


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🔥 王石的蓝海
王石:建设低收入群体住房也是会赚钱的,不折不扣的蓝海战略,万科不断领先的秘诀。 (...)
16
 
What is the Four Action Framework?
I am looking for more information on the 4 action framework. I found that it's a key tool in the Blue Ocean Strategy pro (...)
14
 
What are Execution Hurdles in Blue Ocean Strategy?
Stumbling on the web I found there are 4 execution hurdles in Blue Ocean Strategy:
1. Cognitive
2. Motivation< (...)
12
 
Blue Ocean Strategy - Three Tiers of Noncustomers
There are three tiers of non-customers that can be transformed into customers. They differ in their relative distance fr (...)
9
 
Blue Ocean Strategy: Buyer Utility Levers
In Blue Ocean Strategy, the Buyer Utility Map is a chart that shows the six buy utility levers:
1. Productivity
(...)
8
 
1条评论
Blue Ocean Strategic Sequencing - Apple
I think Apple computers have demonstrated remarkable success of Blue Ocean strategies time and again by launching new pr (...)
8
 
2条评论
Blue Ocean Strategy - Buyer Experience Cycle
In Blue Ocean Strategy there is a tool called Buyer Experience Cycle. It deals with the experience a buyer has in the va (...)
8
 
1条评论
The Importance of Innovating
This model is useful because it makes managers think about breaking the rules of competition.
Aristoteles said: "Yo (...)
7
 
1条评论
This Isn't Strategy?
This could be a few things but, strategy, really? It's a process at best either, deliberate (ROS) or emergent (BOS). It (...)
7
 
2条评论
Blue Ocean Strategy for UPS
UPS currently operates world wide and is at the forefront with electronic shipping technologies and a massive fleet of t (...)
6
 
1条评论
Blue Ocean Strategy Sequence L.L. Bean
The four steps of strategic sequencing for L.L. Bean's Blue Ocean Strategy (BOS) begin with buyer utility and the six st (...)
6
 
1条评论
Not Properly Contested Markets
Some markets are not properly contested, can such a situation be considered as a blue ocean? (...)
6
 
BOS in Less Developed Countries
Kim & Mauborgne: create uncontested market space and make the competition irrelevant.
In the market place in less d (...)
6
 
1条评论
Filtering Blue Ocean Ideas: Strategic Overlays
When developing Blue Ocean Strategies with organisations we find that some of the Blue Ocean ideas generated, while grea (...)
6
 
14条评论
Navy Federal Credit Union
I am seeking to identify ways in which Navy Federal Credit Union (NFCU) can convert and break away from the competition. (...)
6
 
1条评论
Blue Ocean Strategy Sequencing for Blockbuster
BLOCKBUSTER is an american-based provider of home video and video game rental services.
- Buyer utility: Blockbuste (...)
5
 
2条评论
Blue Ocean Strategy versus RBV and MBV
Hi everybody, how does Blue Ocean Strategy fit in between the major strategy approaches (e.g. Market-based view (Porter) (...)
5
 
Blue Ocean Strategic Sequencing - Amtrak
To get Amtrak to a blue ocean, I propose to make it a more family-friendly product with a kids car (similar to Disneys (...)
5
 
Blue Ocean Strategy Research
I am a Phd Student and would like to do a research in Blue Ocean Strategy. Any research model can you suggest. (...)
4
 
2条评论
Blue Ocean Strategic Sequencing for US Airways?
US Airways is in in a red ocean, they must determine there their 3 tiers of consumers. For them to work toward a Blue Oc (...)
4
 
1条评论
Papa Murphy's Strategic Sequence
Papa Murphys strategic sequence:
- Buyer Utility - as a retailer of take n bake pizzas, Papa Murphys provides an (...)
4
 
Verizon Communications Strategic Sequencing
Verizon communications Strategic Sequence:
- Buyer utility-mobile devices unlock exceptional buyer utility in terms (...)
4
 
Nintendo's Wii BOS Strategic Sequence
Get the Strategic Sequence right," is an important part of the Blue Ocean strategy. Buyer utility, price, cost and adopt (...)
4
 
1条评论
Blue Ocean Strategic Sequence for Barnes and Noble
Barnes and Noble while it is not presently in a Blue Ocean environment it is certainly a company that has a history of p (...)
3
 
Blue Ocean Strategic Sequencing on Disney
For school, I have to devise a blue ocean strategy for a specific business and industry (and post it in a user group suc (...)
3
 
7条评论
Blue Ocean Strategic Sequence for Amazon.com
To create a Blue Ocean Strategy company there has to be Strategic Sequencing. The components of BOS strategic sequencing (...)
3
 
1条评论
The Blue Ocean Strategy (BOS) Sequence of Citibank
This week in a college class I am attending, we are looking at the sequence of the Blue Ocean Strategy. And more specifi (...)
3
 
Best Buy - Blue Ocean Strategy Proposal
Ive chosen Best Buy to form a Blue Ocean strategy. The idea is to offer music lessons and basic computer courses to acc (...)
3
 
1条评论
BOS and ROS are Both Supplier Centric
In both ROS and BOS the focus is on the supplier and on competition with other supplier(s). Both try to outdo the compet (...)
3
 
Blue Ocean Strategic Sequencing for Delta Airlines
The fourth principle of the Blue Ocean Marketing Strategy is to get the Strategic Sequence of the Blue Ocean Strategy co (...)
3
 
Validated Instrument for Measuring Blue Ocean Strategy
I am examining the relationship between the Blue Ocean Strategy and firm performance in the construction industry using (...)
3
 
5条评论
Getting the Strategic Sequence Right for Verizon Wireless Droid Pro
Verizon wireless has come out with a new phone called the droid pro. The sequence of Blue Ocean strategy consists of: th (...)
3
 
1条评论
How to Start with Blue Ocean Strategy?
I am in the process of starting up a company. I was advised to use Blue Ocean strategy but there is a lot of information (...)
3
 
4条评论
Nestle Blue Ocean Strategy Sequencing
Nestle's Blue Ocean Strategy Sequence
Greetings to the group. For an assignment I described a Blue Ocean strategy s (...)
3
 
2条评论
eBay's Blue Ocean Strategy Strategic Sequence
eBay operates in a Blue Ocean today due to their ability to capitalize on their first mover advantage and immense popula (...)
2
 
8条评论
Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows:
- Buyer utility. They created buyer utility by offering convenien (...)
2
 
CSR Part of Blue Ocean Strategy
Companies may consider Corporate Social Responsibility (CSR) as part of Blue Ocean strategy. Recent research concluded t (...)
2
 
Sony Playstation in Medical Field
Part of my class assignment is to overlook the transition of red ocean company into Blue Ocean one. I choose Sony Playst (...)
2
 
2条评论
Blue Ocean Strategic Sequencing - Exxon Mobil
Im completing a college assignment and request feedback on my thoughts about Exxon Mobil and Blue Ocean sequencing.
(...)
2
 
1条评论
Blue Ocean Strategy Success Example in India
Another example of huge success of blue ocean strategy is 2 wheeler market in India in mid eighties.
Upto mid eight (...)
2
 
First Mover Advantage / Price Maker in BOS
As soon as an organisation identified a new sector/industry as a part of BOS and enter it successfully, they will get a (...)
2
 
Strategic Sequencing Education Industry for Adults
There needs to be significant changes in the way education is delivered to adult learners. A new company could use this (...)
2
 
Six Paths Framework for Property Management Companies
For the property management industry, one of the major issues that keep companies in the red ocean is simply trying to b (...)
2
 
Blue Ocean Sequencing - Bank of America
As described by Kim and Mauborgne (2005) there are four principles that make up the Blue Ocean strategy: buyer utility, (...)
1
 
BP Moving From Red Ocean to Blue Ocean
BP have much to do to move from red ocean to blue ocean. They must figure out a way to redeem themselves to please the m (...)
1
 
3条评论
Blue Ocean Strategic Sequence for Oreck Direct
Oreck direct has been providing home cleaning products, such as vacuum cleaners and other household cleaning supplies si (...)
1
 
1条评论
Blue Ocean Strategic Sequencing in Office Furniture
I am working on a Blue Ocean strategy for a course I am taking, and am hoping to get a bit of input on what I have devel (...)
1
 
1条评论
Blue Ocean Strategic Sequencing - Best Buy
Buyer utility. For Best Buy, I see the most compelling reason the mass of people flock there is because of the vast prod (...)
1
 
2条评论
Wal-Mart Strategic Sequence
Based on the BOS sequence, Wal-Mart (branded as Walmart since 2008) is clearly in a blue ocean:
The buyer utility i (...)
0
 
2条评论
Blue Ocean Strategic Sequencing - Dell
I have been researching dell for the past several weeks in my business class and we are currently looking at the Blue Oc (...)
0
 
3条评论

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Visionary Leadership and Blue Ocean Strategy
I think Blue Ocean Strategy (BOS) success merely depends on the leadership of the leader and how visionary the leader is (...)
76
 
43条评论

Blue, Green or Even Violet Ocean Strategies
I think ROS and BOS are parts of a process that all active companies will pass. In fact they are inevitable events durin (...)
71
 
7条评论

What is a Strategic Sequence?
According to Kim and Mauborgne (2005) a BOS will only work if its formulated in the right strategic sequence. Without f (...)
39
 
4条评论

Using Blue Ocean Strategy Inside Companies
Many people think BOS is only applicable for creating new markets, outside a company. Though, the Blue Ocean concept can (...)
36
 
1条评论

Blue Ocean Strategy Disadvantages
While most of the participants in this forum are quick to point out the first mover advantage that a BOS creator gets, w (...)
32
 
10条评论

What is a Pioneer-Migrator-Settler Map (PMS Map)?
In Blue Ocean Strategy, what is a Pioneer-Migrator-Settler Map? I read it is a key tool in the Blue Ocean Strategy proce (...)
22
 
1条评论

Differences in BOS / ROS Cultures
I have discovered over the last five years that in Red Ocean Strategies (ROS) people compete to maintain a competitive e (...)
20
 
15条评论

BOS = Niche Market Strategy
Is BOS not just another phrase for a niche market strategy? They share the common feature of a 'lone player'. (...)
20
 
4条评论

How to Avoid Imitation of Blue Ocean Strategy?
After creating a new market/industry, how can competitors be restricted to imitate the same. Is a complete overlook by t (...)
20
 
5条评论

Why is it called 'Blue' Ocean Strategy?
I would like to know meaning of 'blue' and its meaning when we refer to Blue Ocean startegy. Why it is called blue and n (...)
19
 
9条评论

Blue Ocean Strategy in Small Companies
For most small businesses in the current environment, staying alive is a major issue! Simply paying the bills tends to d (...)
19
 
11条评论

Creating a New Mental Category
Blue ocean strategies are basically about creating a new mental category or a frame of reference. For example, Red Bull (...)
19
 
25条评论

Six Paths to Moving from Red to Blue Ocean
I am seeking feedback on my class project. I am trying to move a red ocean company to a Blue Ocean company. I am working (...)
17
 
3条评论

BOS: more of the same
Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, differentiation from Tro (...)
15
 
17条评论

Porter Model vs Blue Ocean Strategy
Does anyone know about the differences between Porter's (5 Forces, Competitive Advantage) Strategy Model and Blue Ocean (...)
15
 
8条评论

Can a Blue Ocean Eventually Turn Into a Red Ocean?
When a company creates a blue ocean by foreseeing an opportunity, there is always a chance of other companies entering t (...)
11
 
8条评论

'Purple' Ocean Strategy
If there are shallow, boiling, highly competitive, bloody RED oceans, and there are deep, calm, clear BLUE oceans of unt (...)
10
 
32条评论

The Context Determines BOS or ROS
A good strategy is a winning strategy. So in some circumstances we need to use BOS and in some other ROS fits better. Th (...)
8
 
3条评论

Define the Gap in the Market
Launching new company (for example in medical equipment) with a me-too kind of product is always having a traction into (...)
7
 
3条评论

Blue Ocean Strategy of Google
First it was IBM, then Microsoft and now Google. How Google made it to the top ? Adopting BOS ?
Google is a wonderf (...)
7
 
3条评论

Blue Ocean is Economics Failure
In my opinion, the idea of a Blue Ocean hurts the basic principles of economics which results in all economic profits te (...)
5
 
6条评论

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Diagnostic Framework for Building a Blue Ocean Strategy

Blue Ocean Strategy Formation
Kim and Mauborgne introduce in their book an interesting tool they call "The Strategy Canvas". The Strategy Canvas is b (...)

Challenging the Existing Strategic Logic

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 (...)

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 (...)

Blue Ocean Strategy Tools, Frameworks and Methodologies

Summaries of all BOS Tools
Summaries of 12 Blue Ocean Strategy tools by Kim & Mauborgne: 1. PMS Map Pioneer-Migrator-Settler Map. A key tool in (...)

Innovation Pitfalls

Avoiding Innovation Traps
Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006): 1. S (...)

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 (...)

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 (...)

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 (...)

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 (...)

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 (...)

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) (...)

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 (...)

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 (...)

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/ (...)

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 (...)

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 (...)

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 (...)

Innovating by Reconsidering Value Delivery

Fundamental Innovation
When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of (...)

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 (...)

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 (...)

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 (...)

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 (...)

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 (...)

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 (...)
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。


Introduction to BOS

Comprehensive Presentation Introducing BOS
Comprehensive presentation introducing BOS. Topics: - Blue Ocean Vs. Red Ocean Strategy - Blue Ocean Strategy Tools - (...)

Conversation with Chan Kim and Mauborgne

Interview
Interview with W. Chan Kim and Renee Mauborgne. 10 questions and answers about BOS and ROS. (...)

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 (...)

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 (...)

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 (...)

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 (...)

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 (...)

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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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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