案例钱·金和勒妮·莫博涅教授在《蓝海战略》中为企业指出了一条通向未来增长的新路。书中阐述的蓝海战略要求企业把视线从市场的供给一方移向需求一方,从关注并比超竞争对手的所作所为转向为买方提供价值的飞跃。通过跨越现有竞争边界看市场以及将不同市场的买方价值元素筛选与重新排序,企业就有可能重建市场和产业边界,开启巨大的潜在需求,从而摆脱“红海”——已知市场空间的血腥竞争,开创“蓝海”——新的市场空间。从这个意义上来说,蓝海战略代表着战略管理领域的范式性转变,即从给定结构下的定位选择向改变市场结构本身的转变。由于“蓝海”的开创是基 Case Studies Money King and Professor Leni Maublene pointed out in the “Blue Ocean Strategy” a new road to business growth for the future. The blue ocean strategy set out in the book calls for companies to shift their attention from the supply side of the market to the demand side, shifting from focusing on and providing more value to the buyer than what a super competitor does. By looking at markets across existing competition boundaries and by screening and reordering buyer value elements in different markets, companies have the potential to rebuild markets and industry borders and open up huge potential needs to get out of the bloody “red sea” - a space known to be a market place Competition, create a “blue ocean” - a new market space. In this sense, Blue Ocean Strategy represents a paradigm shift in the field of strategic management, from the choice of positioning under a given structure to the change of the market structure itself. Because “Blue Ocean” is the foundation