什么是蓝海战略？

ziguanb 发表于 2006-8-17 15:32:22

<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">   “<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">蓝海战略<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">”<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">注定成为<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">2005<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">年全球范围内管理界的一个关键词。<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">W.<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">钱<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">·<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">金和勒妮<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">·<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">莫博涅教授合著的《蓝海战略》一书，自<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">2005<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">年<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">2<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">月由哈佛商学院出版社出版后，先后获得<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">“<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">《华尔街日报》畅销书<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">”<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">、<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">“<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">全美畅销书<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">”<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">等称号，迄今为止已经被译为<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">27<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">种文字，打破了哈佛商学院出版社有史以来出售国际版权的纪录<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">!2005<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">年<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">9<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">月<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">7<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">日由商务印书馆，商学院杂志和中国经营报联合主办的寻找蓝海<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">——<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">企业启动和保持获利性增长高端论坛。
<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">什么是蓝海战略呢？
  实际上对于红海大家都知道很清楚了，比如我们平常所说的竞争战略，进行产业的分析，竞争分析，定位等等，包括差异化的战略和低成本战略做权衡取舍，这我们知道很多了。<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>
　　我们今天主要说的是关于蓝海，红海是基于产业组织经济学，蓝海战略它的理论基石是基于新经济理论，也就是内生的增长理论。<o:p></o:p>
　　我们知道红海战略主要是在已有已知的市场空间竞争，在这里你相对于你对手是成本比他低，或是比他更加可以达到差异化的战略两者取其一，游戏规则是已经定好的，按照这个游戏规则，循着这个游戏规则进行针锋相对的竞争，你所要分析的就是竞争态势和已有产业的条件，这是红海战略需要研究的变量和因素。<o:p></o:p>
　　蓝海战略不局限已有产业边界，而是要打破这样的边界条件，有时候蓝海是在全新的一片市场天地中开辟的，但是很多时候蓝海可以在红海中开辟，比如星巴克咖啡，原来麦氏，雀巢这些厂商都是采取低成本，在价格上竞争。实际上咖啡已经商品化，星巴克一出现就击倒所有对手，就在原有红海中开辟了蓝海，几乎达到垄断地位的高度。
   <SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">那么您说了半天好像蓝海战略，为什么不叫蓝海营销，因为你说了半天市场，蓝海战略和蓝海营销战略有什么不同吗？<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA"><o:p>
你们在商学院都学什么叫战略，如果我让你们30秒表述一下什么叫战略，能表述的请举手。如果你30秒钟都说不了，让我们不知所云，何为战略？因此我们非常重要的就是需要确定界定一下什么是蓝海战略，这就是我们的回答。<o:p></o:p>
　　我认为战略有三方面组成，一方面对于买方来说的价值主张，第二是对于企业来说的利润主张，第三是对于企业组织来说的人事方面的主张。<o:p></o:p>
<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">　　价值主张对顾客来说，也就是对买方来说他必须对你的战略能为他们提供的东西感到非常兴奋和高兴，这也是营销这一点的长处，作为战略来说光这一方面不够，光让买方高兴，自己公司亏本破产也不行，你的企业也必须获利，就像一个国家政府不收税无法为公民提供福利。对公司也是，不能获利企业无法维系。有时候企业确实可以获利，如果是通过剥削、奴役压榨你员工，一年可以赚大钱，二年所有的人纷纷离去，那么你的企业也是无法维系的，战略是让三方面都满意，让企业满意，让所有所有者，股东，你的合作伙伴，广大社会都满意才能达到战略的良好效果。这三方面可以看到价值主张就等于教育减去价值，利润方面是用价格减去成本，人事主张方面需要让股东，雇员，商业的合作伙伴以及整个广大的社会都满意。因此作为整体系统的协调才是战略，包括效用，成本，人事方面的主张。现在需要<SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: ˎ̥; mso-bidi-font-family: 宋体; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">20<SPAN style="FONT-SIZE: 11pt; COLOR: #222222; FONT-FAMILY: 宋体; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">几秒种可以简述一下什么是战略，战略代表买方价值主张，企业的利润主张，以及对于企业组织的人事方面主张组成整体性协调的系统。</o:p>

achangli 发表于 2006-8-17 17:40:44

newlife96 发表于 2006-8-17 21:04:39

王顾左右而言它

qixiaotian 发表于 2006-8-17 23:21:23

动态理论和静态理论

sliverwolf 发表于 2006-8-18 09:59:12

利益兼顾，利益共享

学子发表于 2006-8-18 10:54:31

呵呵，楼主颇有见地，蓝海和红海可以是相对的概念，改变产品定位和竞争策略，蓝海完全可以在红海中开辟。战略是什么？我更愿意把战略理解为企业对发展方向的设定，要解决的问题是：企业在哪里竞争？拿什么进行竞争？怎样竞争？

joexsl 发表于 2006-8-27 10:10:52

没有看懂

lwss629 发表于 2007-7-26 11:12:18

蓝海浓缩就两点：1  低成本2  差异化

yijiayu110 发表于 2008-4-8 11:03:40

版主还是没有很明确的解释什么叫蓝海战略啊

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栖息谷-管理人的网上家园's Archiver

什么是蓝海战略？