blue ocean strategy

《blue ocean strategy》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、BlueOceanStrategyBusinessCreativity&InnovationCreatinguncontestedmarketspaceandmakethecompetitionirrelevantAbouttheFounders:Chan&ReneeW.ChanKimTheBostonConsultingGroupBruceD.HendersonChairProfessorofStrategyandInternationalManagementRenéeMauborgneTheINSEADDistinguishedFellowan

2、dProfessorofStrategyandInternationalManagementTool4:BlueOceanStrategyTwoworlds…RedOceanCompeteincrowdedmarketsBlueOceanCreateandcapturenewmarketspaceCreatingBlueOceansTwotypesofmarkets:RedOceans–allindustriesinexistencetoday(knownmarketspace)BlueOceans–allindustriesnotinexiste

3、ncetoday(unknownmarketspace)NewMarketSpaceThereisafairlygoodunderstandingofhowtocompeteinRedOceansBlueOceansareknowntoexist,however,thereislittlepracticalguidanceonhowtocreatethemThisbookfocusesontheanalyticalframeworksnecessarytocreateBlueOceansandthemanagerialstrategyneededt

4、osustainthemNewMarketSpaceInRedOceans,industryboundariesaredefinedandaccepted,andthecompetitiverulesofthegameareknownInBlueOceans,thereexistsuntappedmarketspace,demandcreation,andtheopportunityforhighlyprofitablegrowthMostBlueOceansarecreatedfromwithinredoceansbyexpandingindus

5、tryboundariesTheContinuingCreationofBlueOceansHowmanyoftoday’sindustrieswereunknown100yearsago?BlueOceanshavecontinuouslybeencreatedovertimeThekeytostrengthinthebusinessworldistocreatenew,uncontestedmarketspaceTwoworlds…RedOceanStrategyBlueOceanStrategyCompeteinexistingmarkets

6、pace.Createuncontestedmarketspace.Beatthecompetition.Makethecompetitionirrelevant.Exploitexistingdemand.Createandcapturenewdemand.Makethevalue-costtrade-off.Breakthevalue-costtrade-off.Alignthewholesystemofastrategicfirm'sactivitieswithitschoiceofdifferentiationorlowcost.Align

7、thewholesystemofafirm'sactivitiesinpursuitofdifferentiationandlowcost.VALUEINNOVATIONTherisingImperativeofCreatingBlueOceansSupplyexceedsdemandAcceleratedcommoditizationofproductsandservicesIncreasingpricewarsShrinkingprofitmarginsBrandsarebecomingmoresimilarselectbasedonprice

8、TheRisingImperativeofCreatingBlueOceansGlobalismhasmademanybr