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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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 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...
How do I start developing the company with the Blue Ocean strategy?...
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Filtering Blue Ocean Ideas: Strategic Overlays
When developing Blue Ocean Strategies with organisations we find that some of the Blue Ocean ideas generated, while great ideas, do not fit with where the organisation is prepared to go.
For example, due to its exploration of non-customer insigh...
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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 from your market:
1. Non-customers that are closest to your market. They sit on the edge of the market. They are buyers who min...
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Blue Ocean Strategy: Buyer Utility Map
In Blue Ocean Strategy, the Buyer Utility Map is a chart that shows the six buy utility levers:
1. Productivity
2. Simplicity
3. Risk
4. Fun/image
5. Convenience
6. Environmental friendliness
These 6 can be pulled i...
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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 various stages of buying-owning-disposing of a product or service. There are six stages of buyer experience:
1. Purchase
2...
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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 correct. The sequence has four steps which are utility, price, cost, and adoption. The company that I have been studying is Delta Ai...
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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 stages of the buyer experience. (Kim & Mauborgne, 2005, P. 121).
When I analyzed the bu...
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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 specifically, I have been researching Citibank.
Today, I would like to examine Citibank and evaluate the sequence in accordance wit...
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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 pursuing such environments and appears to be following the same procedures to achieve Blue Ocean strategy success yet again. In the...
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Blue Ocean Strategic Sequence for Blockbuster
The BOS sequencing for Blockbuster is as follows:
- Buyer utility. They created buyer utility by offering convenience and affordability with their new online renting business model. They took away the hassle of having to drive to the store and c...
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Blue Ocean Strategic Sequence for Oreck Direct
Oreck direct has been providing home cleaning products, such as vacuum cleaners and other household cleaning supplies since the 1970s to consumers. They sell these products through storefronts, retailers, infomercials, and websites.
A sm...
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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, price, cost and adoption. To push Bank of America into a Blue Ocean, I propose they create an application for their customers that...
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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 wonderful company revolutionizing information technology. The success of the networking company relies on Google's adoption of Blue Oc...
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Blue Ocean Strategy Sequencing for Blockbuster
BLOCKBUSTER is an american-based provider of home video and video game rental services.
- Buyer utility: Blockbuster already offers different videos, but it could unlock exceptional utility if it also offered a wider range of subscription online...
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Blue Ocean Strategic Sequencing - Exxon Mobil
Im completing a college assignment and request feedback on my thoughts about Exxon Mobil and Blue Ocean sequencing.
Buyer utility: being an oil and natural gas producer, an alternative energy source is the path most apparent. Focus needs to be ...
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蓝海战略 小组
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蓝海战略 培训|活动
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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 untapped opportunity, are there also "PURPLE" - less competitive - oceans in between?
And do you always have to make your way th...
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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 during organizations' perfection. Only a creative company can enter BOS.
A dynamic system not only needs Blue Oceans but also need...
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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 drive one towards the ROS concepts.
The smaller companies have little spare capacity in people to conside...
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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 edge over the rival companies, organizations or individuals through a number of unprofessional practices driven by a cult...
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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 fulfilling one of these, the plan will fail. The sequence laid out by the authors is Buyer Utility, Price, Cost, and Adoption:
...
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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 the same segment by sensing the opportunity already created. Thus, can we say that a BOS eventually changes into a ROS?...
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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 with the world famous Pike Place Fish Market in the fish and seafood industry. The fish market will need to follow the ...
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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 created a new category called "energy drinks" within the existing "beverage" category. Hence, Blue Ocean strategies are played ...
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BOS: more of the same
Blue Ocean Strategy is just more of the same old stuff. It takes industry analysis from Porter, differentiation from Trout and the ancient concept of strategy from Sun Tzu. There is not anything new with this theory. It is just a nice catching title,...
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Diagnostic Framework for Building a Blue Ocean Strategy
Kim and Mauborgne introduce in their book an interesting tool they call "The Strategy Canvas". The Strategy Canvas is both a diagnostic and an act...
Usage (application)Blue Ocean Strategy Formation
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Challenging the Existing Strategic Logic
A great BOS-tool Kim and Mauborgne described is the " Four Actions Framework". This Four Actions Framework can be used to challenge the existing...
Usage (application)Blue Ocean Strategy Tools
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How to Find Good Product Ideas? List of 10 Approaches
In his book Product Leadership: Creating and Launching Superior New Products, Robert Cooper suggests following ten ways to great new-product ...
Usage (application)Discovering New-Product Ideas, Creative Approaches
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Blue Ocean Strategy Tools, Frameworks and Methodologies
Summaries of 12 Blue Ocean Strategy tools by Kim & Mauborgne:
1. PMS Map Pioneer-Migrator-Settler Map. A key tool in the Blue Ocean Str...
Usage (application)Summaries of all BOS Tools
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Innovation Pitfalls
Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006):
1. STRATEGY MISTAKES - Seeking...
Usage (application)Avoiding Innovation Traps
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The Value Creation Logic Types
Based on Stabell and Fjeldstads value creation logics, Norman T. Sheehan and Ganesh Vaidyanathan are introducing a unique methodology for discovering...
Usage (application)Discovering Blue Oceans
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Recent Innovation Trends | New Innovation Types
Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the last decade. These recent inno...
Usage (application)Open innovation, User Innovation, Value Innovation, Bottom-up Innovation
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How to Detect Consumer Needs that are Unmet?
In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. Eyring, Mark W. Johnson, and Ha...
Usage (application)Product Innovation, New Product Development, Innovation Strategy
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How to Find or Create A Blue Ocean?
In their book: Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, Kim and Mauborgne present the Six P...
Usage (application)Approaches to Reconstruct Market Boundaries
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Pitfalls and Obstacles in Product Development Strategy
Although product development can be an important growth strategy, it is necessary to keep in mind that several factors tend to hinder this strategy:
Usage (application)Product Development, Product Portfolio Management
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A Closer Look Into Customer Value
It is often argued that customer value is required for staying competitive and successful as organization. But in what ways can customer value be a cr...
Usage (application)Customer Value Analysis, Strategic Marketing, Innovation Strategy
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How to Determine the Right PRICING?
One major part of the Blue Ocean Strategy is the Strategic Pricing. To help managers find the right price for a product/service, Kim and Mauborgne hav...
Usage (application)Steps to Strategic Pricing
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Value Innovation Strategy Best Practices
The fundamentals of the "Blue Ocean" concept can be found in an earlier HBR artice by W. C. Kim and R. Mauborgne (1997) called "Value Innovation". It ...
Usage (application)Understanding the Fundamentals of Blue Ocean Strategy
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How to Think Differently in Blue Ocean Strategy and Innovation?
Strategy is always related with risk, due to market volatility. Also todays volatility is increasing very fast. So innovate thinking is a must...
Usage (application)How to Be Innovative
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How Can Incumbents Respond to Disruptors?
In recent years, the challenges to incumbent majors across industries have come mainly from low-cost competitors and from dotcoms (e.g. British Airwa...
Usage (application)5 Strategic Options in Reaction to Disruptors
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Innovating by Reconsidering Value Delivery
When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of the perspectives is how compa...
Usage (application)Fundamental Innovation
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Classes of Innovation | Sources of Innovation
TWO CLASSES OF INNOVATION
Innovation can be triggered or enabled by two broad classes:
- KNOWLEDGE PUSH: Innovation triggered...
Usage (application)Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy
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In Which Direction Should we Grow our Portfolio?
According to Professor Aneel G. Karnani in 'Mastering Strategy', there's no standard way to gain market value for all businesses. An answer that works...
Usage (application)Portfolio Strategy, Innovation Strategy
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How to Design Experiments to Support Decision-making on Strategic Innovations
The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide information about past beha...
Usage (application)Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes
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How to Lead an Innovation Team
In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strategy+business, Autumn 2008, Issu...
Usage (application)Best Practices, Innovation Team Management
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What Makes a Company Innovative?
A futurethink 2006 Innovation Tracker Survey mentions:
- Ability to create a climate that continuously fosters innovation
- Creative think...
Usage (application)Innovation Best Practices, R&D Best Practices, Corporate Innovation
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Why Large Firms are Having Difficulties to Deal with Disruptive Innovations
Christensen explains why many firms, especially large firms, have trouble with adapting and thus with surviving when dealing with external disruptive ...
Usage (application)Innovation Management
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Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping
Today, organizations are increasingly developing and designing new and complex products or systems. In other words, the complexity of the design proce...
Usage (application)Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation
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Entrepreneurial Strategies in Emerging Markets
Chanvatipsakul and Wongsurawat (2013) examined the reasons why SMEs are successful in entering emerging markets while big companies with more resource...
Usage (application)Emergent Strategy, Entrepreneurship, Strategic Innovation
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蓝海战略
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红海战略
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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]
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
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Special Interest Group Leader
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I think Blue Ocean Strategy (BOS) success merely depends on the leadership of ...
