Blue Ocean Strategy [精裝] (藍海戰略)

內容簡介

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation.
Yet in today's overcrowded industries, competing head-on results in nothing but a bloody 「red ocean」 of rivals fighting over a shrinking profit pool. In a book that challenges everything you thought you knew about the requirements fro strategic success, W. Chan Kim and Renee Mauborgne contend that while most companies compete within such red oceans, this strategy is increasingly unlikely to create profitable growth in the future.
Based on a study of 150 strategic moves spanning more then a hundred years and thirty industries, Kim and Mauborgne argue that tomorrow's leading companies will succeed not by battling competitors, but by creating 「blue ocean」 of uncontested market space ripe for growth. Such strategies moves—termed 「value innovation」-create powerful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand.
Blue Ocean Strategyprovides a systematic approach to making the competition irrelevant. In this frame-changing book, Kim and Mauborgne present a proven analytical framework and the tools for successfully creating and capturing blue oceans. Examining a wide range of strategic moves across a host of industries, Blue Ocean Strategy highlights the six principles that every company can use to successfully formulate and execute blue ocean strategies. The six principles show how to reconstruct market boundaries, focus on the big picture, reach beyond existing demand, get the strategic sequence right, overcome organizational hurdles, and build execution into strategy.

「藍海戰略」（Blue Ocean Strategy）是由歐洲工商管理學院教授W‧錢‧金(W. Chan Kim)和勒妮‧莫博涅(Renée Mauborgne)，基於對跨度達100多年、涉及30多個產業的150個戰略行動的研究而提出來的。
　　
根據Kim和Mauborgne發表在《哈佛商業評論》（2004年10月）上的文章，在擁擠的市場上做激烈競爭，無法保證企業高水平的績效。 真正的機會是： 開拓藍色海疆，創造沒有競爭的市場空間。

隨著《藍海戰略》一書的風行，「藍海戰略」是2006年中國企業界最火熱的一個詞。在各種論壇和聚會上，企業家們開始言必稱「藍海」了。那一片沒有競爭的藍海，令他們無比神往。