Blue Ocean Strategy：How to Create Uncontested Market Space and Make Competition Irrelevant

Winningbynotcompeting:afreshapproachtostrategy.Sincethedawnoftheindustrialage,companieshaveengagedinhead-to-headcompetitioninsearchofsustained,profitablegrowth.Theyhavefoughtforcompetitiveadvantage,battledovermarketshare,andstruggledfordifferentiation.Yetthesehallmarksofcompetitivestrategyarenotthewaytocreateprofitablegrowthinthefuture.Inabookthatchallengeseverythingyouthoughtyouknewabouttherequirementsforstrategicsuccess,W.ChanKimandReneeMauborgnearguethatcutthroatcompetitionresultsinnothingbutabloodyredoceanofrivalsfightingoverashrinkingprofitpool.Basedonastudyof150strategicmovesspanningmorethanahundredyearsandthirtyindustries,theauthorsarguethatlastingsuccesscomesnotfrombattlingcompetitors,butfromcreating'blueoceans':untappednewmarketspacesripeforgrowth.Suchstrategicmoves'whichtheauthorscall'valueinnovation''createpowerfulleapsinvaluethatoftenrenderrivalsobsoleteformorethanadecade.BlueOceanStrategypresentsasystematicapproachtomakingthecompetitionirrelevantandoutlinesprinciplesandtoolsanycompanycanusetocreateandcaptureblueoceans.Alandmarkworkthatupendstraditionalthinkingaboutstrategy,thisbookchartsaboldnewpathtowinningthefuture.《蓝海战略》为企业甩脱竞争提供了一套系统性的方法。在这本颠覆传统战略思维的著作中，作者展示了一套经过实践证明的分析框架和工具，供企业成功地开创和夺取蓝海。通过对各种产业中为数众多的战略行动的分析，作者还提出了成功制定和执行蓝海战略的六项原则。这些原则告诉企业，该如何重建市场边界、注重全局、超越现有需求、遵循合理的战略顺序、克服组织障碍并把战略的执行建成战略的一部分。《蓝海战略》将给你来带全新的管理思维，告诉你企业如何启动和保持获利性增长。全书内容新颖独特、切实可行，启迪你超越产业竞争，开创全新市场。