重点摘要
1. 通过重新定义行业边界创造无竞争市场空间
蓝海代表了今天不存在的所有行业。这是未知的市场空间。
重新定义竞争。 与其在现有市场空间（红海）中竞争，公司可以创造新的市场空间（蓝海），使竞争变得无关紧要。这需要跨越替代行业、战略群体、买方群体、互补产品/服务、功能-情感导向，甚至时间来重构市场边界。
挑战行业假设。 蓝海战略要求打破公认的行业规范和竞争基准。通过质疑行业运作的基本假设，公司可以发现为客户创造价值的创新方法。
- 蓝海创造的例子：
- Cirque du Soleil 通过结合戏剧和马戏团元素重新定义了马戏
- [yellow tail] 葡萄酒通过简化葡萄酒为休闲饮用者创造了一个新市场
- 任天堂 Wii 通过专注于简单、直观的运动控制重新定义了游戏
2. 专注于大局，而不是数字，来制定战略
具有高蓝海潜力的战略概况具有三个互补的特质：专注、差异化和引人注目的标语。
可视化战略。 使用战略画布工具捕捉已知市场空间的当前状态，并可视化潜在的新战略。这提供了公司在其行业中关键竞争因素上的相对表现的图形描述。
追求差异化和低成本。 蓝海战略旨在通过同时追求差异化和低成本来打破价值-成本权衡。这是通过消除和减少行业竞争的因素，同时提高和创造行业从未提供过的因素来实现的。
- 四项行动框架：
- 消除：哪些因素应该被消除？
- 减少：哪些因素应该大大低于行业标准？
- 提高：哪些因素应该大大高于行业标准？
- 创造：哪些因素应该被创造，而行业从未提供过？
3. 超越现有需求以解锁新市场
为了最大化其蓝海，公司需要采取逆向路线。与其专注于客户，他们需要关注非客户。
超越现有客户。 与其专注于现有客户和更细的细分，公司应关注非客户以解锁新需求。这涉及了解非客户为何不从行业购买并解决他们的需求。
专注于共性。 与其专注于客户差异和定制化，建立在买家价值的强大共性上。这使公司能够超越现有需求，吸引新的大量客户。
- 三层非客户：
- “即将成为”非客户，他们处于市场边缘
- “拒绝”非客户，他们有意识地选择不进入市场
- “未开发”非客户，他们在遥远的市场中
4. 确保战略顺序正确以实现可持续商业模式
公司不仅仅是高层管理人员，也不仅仅是中层管理人员。公司是从高层到前线的每一个人。
遵循正确的顺序。 要创建可行的蓝海战略，请遵循以下顺序：1）为买家提供卓越的效用，2）战略定价以确保大众吸引力，3）目标成本以确保健康的利润率，4）解决采用障碍。
确保盈利能力。 蓝海战略必须为买家、公司及其合作伙伴提供价值。使用目标成本确保盈利能力，并在必要时考虑新的定价模式以达到战略价格点。
- 每个步骤的关键问题：
- 效用：是否有卓越的买家效用？
- 价格：是否易于大众买家接受？
- 成本：你能否在战略价格下实现成本目标以获利？
- 采用：你是否提前解决了采用障碍？
5. 克服组织障碍以执行蓝海战略
临界点领导力使你能够快速且低成本地克服这四个障碍，同时赢得员工的支持以执行突破现状。
识别关键障碍。 执行蓝海战略需要克服四个关键组织障碍：认知、资源、动机和政治。使用临界点领导力快速且低成本地克服这些障碍。
专注于不成比例的影响。 与其尝试发起大规模挑战，专注于识别和利用组织中不成比例的影响因素。这使得新战略的快速、低成本实施成为可能。
- 临界点领导力策略：
- 通过强调变革的必要性突破认知障碍
- 通过集中资源于关键领域跳过资源障碍
- 通过专注于关键影响者跳过动机障碍
- 通过压制内部反对者和利用盟友克服政治障碍
6. 通过公平过程将执行融入战略
为了在各级员工中建立信任和承诺并激发他们的自愿合作，公司需要从一开始就将执行融入战略。
强调公平过程。 为了在执行战略时建立信任、承诺和自愿合作，公司必须实践公平过程。这包括让人们参与战略决策，解释决策背后的理由，并设定明确的期望。
对齐心灵和心态。 公平过程有助于将人们的心灵和心态与新战略对齐，鼓励他们超越强制执行，进行自愿合作。这对于成功实施蓝海战略至关重要。
- 公平过程的三项原则：
- 参与：让个人参与影响他们的决策
- 解释：确保每个人都理解决策的理由
- 期望明确：清晰传达新规则和期望
7. 维持和更新蓝海战略以保持增长
然而，最终几乎每个蓝海战略都会被模仿。当模仿者试图抢占你的蓝海份额时，你通常会发起进攻以捍卫你辛苦赢得的客户群。
监控价值曲线。 持续监控战略画布上的价值曲线，以确定何时需要创造新的蓝海。当你的价值曲线与竞争对手趋同时，是时候再次进行价值创新了。
建立模仿壁垒。 蓝海战略通常伴随着自然的模仿壁垒，如品牌形象、专利或网络效应。利用这些壁垒尽可能长时间地维持你的蓝海。
- 维持蓝海：
- 通过不断改进和扩展你的产品主导蓝海
- 使自己成为模仿者的移动目标
- 从你的初步成功中创造多个蓝海
- 当竞争对手开始赶上时再次创新
最后更新日期:
FAQ
What's Blue Ocean Strategy about?
- Creating Uncontested Market Space: Blue Ocean Strategy by W. Chan Kim focuses on creating new market spaces, termed "blue oceans," where competition is irrelevant.
- Value Innovation: It emphasizes value innovation, which involves simultaneously pursuing differentiation and low cost to create a leap in value for both the company and its customers.
- Strategic Frameworks: The book introduces tools like the strategy canvas and the four actions framework to help businesses systematically identify and pursue blue oceans.
Why should I read Blue Ocean Strategy?
- Innovative Business Insights: The book offers a fresh perspective on strategic thinking, encouraging businesses to move beyond traditional competition-focused strategies.
- Practical Tools and Frameworks: It provides actionable frameworks that can be applied across various industries, making it a valuable resource for business leaders.
- Real-World Success Stories: Numerous case studies, such as Cirque du Soleil and Southwest Airlines, illustrate the successful application of blue ocean strategies.
What are the key takeaways of Blue Ocean Strategy?
- Shift from Competing to Creating: Focus on creating new market spaces rather than competing in existing ones, redefining industry boundaries.
- Importance of Buyer Utility: Ensure offerings provide exceptional value to attract both existing customers and noncustomers.
- Strategic Sequence Matters: Follow a strategic sequence of buyer utility, price, cost, and adoption to ensure commercial viability of blue ocean ideas.
How does Blue Ocean Strategy define "value innovation"?
- Core Concept: Value innovation is the cornerstone of blue ocean strategy, focusing on making competition irrelevant by creating a leap in value.
- Differentiation and Low Cost: It involves pursuing both differentiation and low cost simultaneously, breaking the traditional value-cost trade-off.
- Real-World Examples: Companies like Cirque du Soleil achieved value innovation by redefining their industry offerings.
What is the strategy canvas in Blue Ocean Strategy?
- Visualizing Market Position: The strategy canvas is a diagnostic tool that visually captures the current state of play in the market.
- Identifying Key Factors: It helps companies plot key competitive factors and their relative performance, identifying gaps and opportunities for innovation.
- Facilitating Strategic Discussions: The canvas serves as a common reference point for evaluating and refining strategies.
What is the four actions framework in Blue Ocean Strategy?
- Eliminate, Reduce, Raise, Create: This framework consists of four key questions to help businesses rethink their offerings and reconstruct buyer value.
- Reconstruct Buyer Value: By addressing these questions, companies can offer new experiences that attract customers and differentiate themselves.
- Practical Application: The framework is designed to be applicable across various industries, identifying opportunities for value innovation.
What are the three tiers of noncustomers in Blue Ocean Strategy?
- First Tier - Soon-to-be Noncustomers: These are customers who minimally use current offerings and are ready to switch for better alternatives.
- Second Tier - Refusing Noncustomers: This group consciously avoids current offerings due to perceived inadequacies or high costs.
- Third Tier - Unexplored Noncustomers: Individuals who have never considered the industry’s offerings, representing untapped market potential.
How can companies reach beyond existing demand according to Blue Ocean Strategy?
- Focus on Noncustomers: Prioritize understanding and targeting noncustomers to identify latent demand.
- Identify Commonalities: Look for shared needs among noncustomers to create offerings that appeal to a broader audience.
- Avoid Over-Segmentation: Simplify value propositions to aggregate demand, leading to larger market opportunities.
What is the significance of getting the strategic sequence right in Blue Ocean Strategy?
- Ensuring Commercial Viability: The strategic sequence of buyer utility, price, cost, and adoption is crucial for ensuring blue ocean ideas are viable.
- Focus on Buyer Utility First: Assess whether the offering provides exceptional buyer utility before considering pricing and cost.
- Addressing Adoption Hurdles: Identify and address potential adoption hurdles upfront to ensure successful market implementation.
What are the six paths framework in Blue Ocean Strategy?
- Framework Overview: The six paths framework provides a systematic approach to discovering blue oceans by exploring different market dimensions.
- Path Examples: Includes looking across alternative industries and redefining the buyer group to uncover new opportunities.
- Strategic Insights: Helps companies identify opportunities for value innovation that may not be immediately apparent.
What are the barriers to imitation discussed in Blue Ocean Strategy?
- Operational Barriers: Factors like brand image conflict and natural monopolies prevent easy replication of blue ocean strategies.
- Cognitive Barriers: Conventional strategic logic often leads to ridicule of new ideas, slowing down imitation efforts.
- Long-Term Sustainability: These barriers contribute to the sustainability of blue oceans, maintaining competitive advantage.
How does Blue Ocean Strategy address the issue of execution?
- Strategic Sequence: Outlines a sequence including buyer utility, strategic pricing, and target costing for successful execution.
- Overcoming Organizational Hurdles: Discusses overcoming cognitive, resource, motivational, and political hurdles for effective implementation.
- Fair Process: Emphasizes fair process in building trust and commitment among employees, crucial for executing the strategy.
评论
《蓝海战略》评价褒贬不一。许多人称赞其创新的方法，能够创造无竞争的市场空间，使竞争变得无关紧要。读者们欣赏书中提供的实用框架和真实案例。然而，批评者认为这一概念过于简化，缺乏新意。一些人觉得这本书内容重复，缺乏实质性证据。尽管有这些批评，许多人仍认为它是商业领袖和企业家寻求战略和市场创造新视角的宝贵读物。
