blue-ocean-strategy

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Blue Ocean Strategy Framework

Blue Ocean Strategy 框架

Strategic framework for creating uncontested market space that makes the competition irrelevant, based on simultaneous pursuit of differentiation and low cost.

这是一个旨在开创无竞争市场空间、让竞争对手变得无关紧要的战略框架，核心是同时追求差异化和低成本。

Core Principle

核心原则

Don't compete in bloody red oceans. Create blue oceans of uncontested market space.

Most companies fight for market share in existing industries (red oceans). Winners create new market space where competition is irrelevant (blue oceans) by delivering a leap in value for both buyers and themselves.

The foundation: Competition-based strategy is zero-sum. Value innovation creates new demand and breaks the value-cost trade-off.

不要在血腥的红海中竞争。要开创无竞争的蓝海市场空间。

大多数企业在现有行业内争夺市场份额（红海）。而成功者通过为买方和自身创造价值飞跃，开创出竞争无关的新市场空间（蓝海）。

核心基础： 基于竞争的战略是零和博弈。价值创新能创造新需求，打破价值-成本权衡。

Scoring

评分标准

Goal: 10/10. When evaluating business strategy or value proposition, rate 0-10 based on blue ocean principles. A 10/10 means clear value innovation, elimination of unnecessary factors, and creation of new demand; lower scores indicate competing in red oceans. Always provide current score and improvements to reach 10/10.

目标：10/10。 评估商业战略或价值主张时，根据蓝海原则给出0-10分。10分意味着具备清晰的价值创新、消除了不必要因素、创造了新需求；低分则表示仍在红海中竞争。需始终给出当前分数及达到10分的改进方向。

Red Ocean vs. Blue Ocean

红海vs蓝海

Red Ocean Strategy	Blue Ocean Strategy
Compete in existing market space	Create uncontested market space
Beat the competition	Make competition irrelevant
Exploit existing demand	Create and capture new demand
Make value-cost trade-off	Break value-cost trade-off
Align whole system with strategic choice of differentiation OR low cost	Align whole system in pursuit of differentiation AND low cost

Examples:

Red Ocean:

Airlines competing on routes, amenities, price
Smartphone makers adding features competitors have
Restaurants in same category fighting for customers

Blue Ocean:

Cirque du Soleil: Not circus vs. circus, but new form of entertainment
Netflix: Not video rental, but streaming entertainment
Nintendo Wii: Not graphics power, but accessible motion gaming

See: references/blue-ocean-examples.md for detailed case studies.

红海战略（Red Ocean Strategy）	蓝海战略（Blue Ocean Strategy）
在现有市场空间中竞争	开创无竞争的市场空间
击败竞争对手	让竞争对手变得无关紧要
挖掘现有需求	创造并获取新需求
进行价值-成本权衡	打破价值-成本权衡
让整个系统与差异化或低成本的战略选择保持一致	让整个系统协同追求差异化和低成本

示例：

红海：

航空公司在航线、服务设施、价格上竞争
智能手机厂商添加竞争对手已有的功能
同类餐厅争夺客源

蓝海：

太阳马戏团（Cirque du Soleil）：不是马戏团之间的竞争，而是创造了新的娱乐形式
Netflix：不是视频租赁，而是流媒体娱乐
任天堂Wii：不比拼图形性能，而是打造易上手的体感游戏

详见：references/blue-ocean-examples.md 中的详细案例研究。

Value Innovation

价值创新

Value innovation = the cornerstone of blue ocean strategy.

Definition: Simultaneous pursuit of differentiation and low cost, creating a leap in value for both buyers and company.

Value Innovation = Utility × Price × Cost

The value innovation logic:

Traditional View	Value Innovation View
High value = High cost	High value CAN = Low cost
Differentiate OR cut costs	Differentiate AND cut costs
Better performance on established factors	New factors, eliminate old factors

How it works:

Eliminate factors the industry takes for granted → Reduces costs
Reduce factors below industry standard → Reduces costs
Raise factors above industry standard → Increases value
Create factors industry has never offered → Increases value

Result: Lower cost structure AND superior value proposition.

Example: Cirque du Soleil

Eliminated: Animal shows, star performers, multiple show arenas (reduced costs)
Reduced: Fun and humor, thrill and danger (less important for target audience)
Raised: Unique venue, artistic music and dance (differentiation)
Created: Theme, refined watching environment, multiple productions (new value)
Outcome: Higher prices than circus, lower costs than theater, new market created

See: references/value-innovation.md for value innovation frameworks.

价值创新 = 蓝海战略的基石。

定义： 同时追求差异化和低成本，为买方和企业创造价值飞跃。

Value Innovation = Utility × Price × Cost

价值创新逻辑：

传统观点	价值创新观点
高价值 = 高成本	高价值可以= 低成本
差异化或削减成本	差异化和削减成本
在现有因素上提升表现	创造新因素，淘汰旧因素

运作方式：

消除（ELIMINATE）：行业习以为常但无价值的因素 → 降低成本
减少（REDUCE）：低于行业标准的因素 → 降低成本
提升（RAISE）：高于行业标准的因素 → 增加价值
创造（CREATE）：行业从未提供过的新因素 → 增加价值

结果： 更低的成本结构 + 更优的价值主张。

示例：太阳马戏团

消除： 动物表演、明星演员、多场地演出（降低成本）
减少： 趣味幽默、惊险刺激（对目标受众而言不太重要）
提升： 独特场地、艺术化的音乐和舞蹈（差异化）
创造： 主题化演出、精致观演环境、多元剧目（新价值）
成果： 票价高于传统马戏团，成本低于剧院，开创了新市场

详见：references/value-innovation.md 中的价值创新框架。

Strategy Canvas

战略布局图（Strategy Canvas）

The diagnostic tool for understanding current strategic position and discovering blue oceans.

How to create a Strategy Canvas:

用于了解当前战略定位、发现蓝海的诊断工具。

如何创建战略布局图：

Step 1: Identify Competing Factors

步骤1：识别竞争因素

List all the factors the industry competes on.

Example: Wine industry

Price
Prestige/awards
Aging quality
Vineyard legacy
Marketing
Complexity (tasting language)
Range (selection)
Above-the-line marketing

列出行业内所有企业竞争的因素。

示例：葡萄酒行业

价格
声望/奖项
陈酿品质
酒庄传承
营销
复杂度（品鉴术语）
产品线范围
线上营销

Step 2: Map Current State

步骤2：绘制当前状态

Plot how you and competitors score on each factor (low to high).

Typical result: Everyone's curves look similar (red ocean).

标出自身及竞争对手在各因素上的得分（从低到高）。

典型结果： 所有曲线都相似（红海）。

Step 3: Analyze

步骤3：分析

Questions:

Which factors does the industry compete on but buyers don't care about?
Which factors could be eliminated or reduced?
Which factors could be raised or created?
Where are there points of pain in the buyer experience?

Example: Yellow Tail Wine

Factor	Industry Average	Yellow Tail
Price	Medium-High	LOW
Prestige	High	LOW
Aging quality	High	LOW
Vineyard legacy	High	LOW
Complexity	High	LOW
Range	High	LOW
Easy drinking	Low	HIGH
Fun/adventure	Low	HIGH
Accessibility	Low	HIGH

Result: Different curve = blue ocean.

See: references/strategy-canvas.md for templates and examples.

问题：

行业竞争但买方不关心的因素有哪些？
哪些因素可以消除或减少？
哪些因素可以提升或创造？
买方体验中有哪些痛点？

示例：Yellow Tail葡萄酒

因素	行业平均水平	Yellow Tail
价格	中高	低
声望	高	低
陈酿品质	高	低
酒庄传承	高	低
复杂度	高	低
产品线范围	高	低
易饮性	低	高
趣味性/冒险感	低	高
易获取性	低	高

结果： 独特的曲线 = 蓝海。

详见：references/strategy-canvas.md 中的模板和示例。

Four Actions Framework (ERRC Grid)

四动作框架（ERRC Grid）

The tool for creating value innovation.

The framework:

ELIMINATE                      RAISE
- Which factors the           - Which factors should be
  industry takes for            raised well above the
  granted should be             industry standard?
  eliminated?

REDUCE                         CREATE
- Which factors should        - Which factors should be
  be reduced well below         created that the
  the industry standard?        industry has never
                                offered?

How to use:

用于创造价值创新的工具。

框架内容：

ELIMINATE（消除）                      RAISE（提升）
- 行业习以为常的、应该被消除的因素有哪些？           - 哪些因素应该被提升至远高于行业标准？

REDUCE（减少）                         CREATE（创造）
- 哪些因素应该被降低至远低于行业标准？        - 哪些行业从未提供过的因素应该被创造？

使用方法：

1. ELIMINATE

1. 消除（ELIMINATE）

Question: What can we eliminate that the industry competes on but adds no value for customers?

Examples:

Cirque du Soleil: Animals, star performers
Southwest Airlines: Meals, seat assignments, hub transfers
IKEA: Sales staff, assembly service, delivery

Benefits:

Reduces cost structure
Simplifies operations
Often removes friction customers don't want anyway

Warning: Don't eliminate factors buyers truly value. Test assumptions.

问题： 哪些行业竞争的因素对客户毫无价值，可以消除？

示例：

太阳马戏团： 动物、明星演员
西南航空： 餐食、选座、枢纽中转
宜家： 销售人员、组装服务、配送

好处：

降低成本结构
简化运营
通常能消除客户不需要的摩擦点

注意： 不要消除买方真正重视的因素，需验证假设。

2. REDUCE

2. 减少（REDUCE）

Question: What can we offer well below industry standard?

Examples:

Yellow Tail: Aging quality, prestige, complexity
Jet Blue: Route flexibility (focused on key routes)
Salesforce: Customization (v1.0 was simple)

Benefits:

Lowers costs
Removes over-served aspects
Focuses resources on high-value factors

问题： 哪些因素可以提供远低于行业标准的水平？

示例：

Yellow Tail： 陈酿品质、声望、复杂度
捷蓝航空： 航线灵活性（专注核心航线）
Salesforce： 定制化（1.0版本非常简洁）

好处：

降低成本
去除过度服务的部分
将资源集中在高价值因素上

3. RAISE

3. 提升（RAISE）

Question: What should we raise well above industry standard?

Examples:

Cirque du Soleil: Artistic value, unique venues
Dyson: Suction power, design
Apple: User experience, design aesthetics

Benefits:

Creates differentiation
Justifies premium pricing (if aligned with customer value)
Hard for competitors to match

问题： 哪些因素应该被提升至远高于行业标准？

示例：

太阳马戏团： 艺术价值、独特场地
戴森： 吸力、设计
苹果： 用户体验、设计美学

好处：

创造差异化
合理支撑溢价定价（若与客户价值匹配）
竞争对手难以模仿

4. CREATE

4. 创造（CREATE）

Question: What new factors should we create that the industry has never offered?

Examples:

Cirque du Soleil: Theatrical themes, refined environment
Netflix: Unlimited streaming, no late fees, recommendation algorithm
Uber: Real-time tracking, cashless payment, driver ratings

Benefits:

Opens new value sources
Attracts non-customers
Creates competitive moat

Putting it together:

Action	Effect on Cost	Effect on Value
Eliminate	⬇ Reduces	— (no loss if done right)
Reduce	⬇ Reduces	— (over-served area)
Raise	⬆ May increase	⬆ Increases significantly
Create	⬆ May increase	⬆ Increases significantly

Net result: Value increases more than cost (value innovation).

See: references/errc-grid.md for ERRC templates and exercises.

问题： 哪些行业从未提供过的新因素应该被创造？

示例：

太阳马戏团： 戏剧化主题、精致观演环境
Netflix： 无限流媒体、无滞纳金、推荐算法
Uber： 实时跟踪、无现金支付、司机评分

好处：

开辟新的价值来源
吸引非客户
构建竞争护城河

整合应用：

动作	对成本的影响	对价值的影响
消除	⬇ 降低	—（操作得当则无损失）
减少	⬇ 降低	—（针对过度服务的领域）
提升	⬆ 可能增加	⬆ 显著增加
创造	⬆ 可能增加	⬆ 显著增加

最终结果： 价值增长幅度超过成本增长（价值创新）。

详见：references/errc-grid.md 中的ERRC模板和练习。

The Six Paths Framework

六大路径框架

Six ways to identify blue ocean opportunities by looking beyond existing boundaries.

通过突破现有边界识别蓝海机会的六种方式。

Path 1: Look Across Alternative Industries

路径1：跨替代行业审视

Principle: Customers choose between alternatives in different forms.

Question: What are the alternative industries to yours?

Example:

Movie theaters compete with restaurants, bars, concerts (entertainment alternatives)
NetJets (fractional jet ownership): Alternative to commercial airlines AND owning private jets

How to apply: Map alternatives → identify unmet needs across them → create solution

原则： 客户会在不同形式的替代产品中做选择。

问题： 你的行业有哪些替代行业？

示例：

电影院与餐厅、酒吧、演唱会竞争（娱乐替代）
NetJets（ fractional jet ownership）：替代商业航空和私人飞机拥有

应用方法： 绘制替代行业 → 识别跨行业未满足需求 → 打造解决方案

Path 2: Look Across Strategic Groups

路径2：跨战略群组审视

Principle: Industries have clusters of companies pursuing similar strategies.

Question: What are the strategic groups, and can you create a new one?

Example:

Car industry: luxury vs. economy
Lexus: Created "luxury at accessible price" group

How to apply: Map strategic groups → identify over/under-served needs → position between groups

原则： 行业内存在采用相似战略的企业集群。

问题： 行业内有哪些战略群组，能否创建新的群组？

示例：

汽车行业：豪华vs经济型
雷克萨斯：创建了“亲民价格的豪华车”群组

应用方法： 绘制战略群组 → 识别过度/未被满足的需求 → 定位在群组之间

Path 3: Look Across the Chain of Buyers

路径3：跨买方链审视

Principle: Who influences the purchase may not be the end user.

Question: Can we target a different buyer in the chain?

Chain: Purchasers → Users → Influencers

Example:

Novo Nordisk insulin pens: Targeted doctors (influencers) not patients (users)
Bloomberg terminals: Targeted traders (users) not IT departments (purchasers)

How to apply: Identify all buyers in chain → explore unmet needs of overlooked groups

原则： 影响购买决策的人可能不是最终用户。

问题： 能否针对买方链中的不同角色？

买方链： 采购者 → 用户 → 影响者

示例：

诺和诺德胰岛素笔：针对医生（影响者）而非患者（用户）
Bloomberg终端：针对交易员（用户）而非IT部门（采购者）

应用方法： 识别买方链中所有角色 → 挖掘被忽视群体的未满足需求

Path 4: Look Across Complementary Products/Services

路径4：跨互补产品/服务审视

Principle: Value is often affected by complementary products.

Question: What happens before, during, and after using your product?

Example:

Babysitting is complementary to movie theaters → AMC: "Date night" package
Installation/training complements software → Salesforce: Built-in onboarding

How to apply: Map customer's total experience → identify pain points → bundle solutions

原则： 价值常受互补产品的影响。

问题： 客户在使用你的产品前、中、后会经历什么？

示例：

保姆服务是电影院的互补品 → AMC推出“约会之夜”套餐
安装/培训是软件的互补品 → Salesforce内置了入门引导

应用方法： 绘制客户全体验流程 → 识别痛点 → 打包解决方案

Path 5: Look Across Functional or Emotional Appeal

路径5：跨功能/情感诉求审视

Principle: Industries compete on either functional or emotional appeal, rarely both.

Question: Can we add emotional appeal to functional industries (or vice versa)?

Examples:

Add emotion to functional: Swatch (watches as fashion, not just time-telling)
Add function to emotional: The Body Shop (cosmetics with ethical sourcing story)

How to apply: Identify current appeal → explore opposite dimension → create hybrid

原则： 行业通常要么竞争功能诉求，要么竞争情感诉求，很少两者兼顾。

问题： 能否为功能型行业增加情感诉求（反之亦然）？

示例：

为功能型行业添加情感： Swatch（手表作为时尚配饰，而非仅计时工具）
为情感型行业添加功能： The Body Shop（化妆品+道德采购故事）

应用方法： 识别当前诉求 → 探索相反维度 → 打造混合模式

Path 6: Look Across Time

路径6：跨时间维度审视

Principle: Trends shape industries over time.

Question: What trends are shaping your industry, and how can you act on them now?

Example:

Apple iPod/iTunes: Anticipated digital music trend before others
Tesla: Bet on electric vehicles before mainstream adoption

How to apply: Identify irreversible trends → project future state → build for it today

See: references/six-paths.md for detailed path exercises.

原则： 趋势会随时间塑造行业。

问题： 哪些趋势正在影响你的行业，如何提前行动？

示例：

苹果iPod/iTunes：在他人之前预见数字音乐趋势
特斯拉：在主流市场之前押注电动汽车

应用方法： 识别不可逆趋势 → 预测未来状态 → 提前布局

详见：references/six-paths.md 中的详细路径练习。

Three Tiers of Non-Customers

三层非客户

Blue oceans are created by converting non-customers, not stealing competitors' customers.

蓝海是通过转化非客户而非抢夺竞争对手客户来开创的。

Tier 1: "Soon-to-be" Non-Customers

第一层：“即将流失”的非客户

On the edge of your market
Minimally using offerings
Ready to jump ship

Opportunity: Small shifts could win them over

Example: Pret A Manger won busy professionals who were "soon-to-be" non-customers of fast food (wanted healthy, fast)

处于市场边缘
极少使用现有产品
随时可能离开

机会： 微小调整即可赢回

示例：Pret A Manger 赢得了“即将流失”的快餐非客户（忙碌的职场人士，想要健康、快速的餐食）

Tier 2: "Refusing" Non-Customers

第二层：“主动拒绝”的非客户

Considered your industry but consciously rejected it
See offerings as unacceptable or beyond their means

Opportunity: Understand why they refuse, eliminate barriers

Example: JCDecaux bus-shelter advertising—cities refused outdoor ads until JCDecaux offered free bus shelters in exchange

了解行业但刻意拒绝
认为现有产品不可接受或超出预算

机会： 理解拒绝原因，消除障碍

**示例：德高集团（JCDecaux）公交候车亭广告——城市拒绝户外广告，直到德高提出免费提供候车亭以换取广告位

Tier 3: "Unexplored" Non-Customers

第三层：“未被开发”的非客户

In markets distant from yours
Never considered your offerings as an option

Opportunity: Reframe offering to serve distant needs

Example: Callaway Big Bertha golf clubs—expanded market to beginners and occasional golfers (unexplored)

Process:

Map all three tiers
Find commonalities across tiers
Identify what would unlock massive demand
Build offering to convert non-customers

See: references/non-customers.md for non-customer analysis frameworks.

处于遥远的市场
从未考虑过你的产品

机会： 重新定位产品以满足遥远需求

**示例：Callaway Big Bertha高尔夫球杆——将市场拓展到初学者和偶尔打球的人群（未被开发）

流程：

绘制三层非客户
寻找各层的共性
识别能释放海量需求的关键点
打造产品以转化非客户

详见：references/non-customers.md 中的非客户分析框架。

Sequence of Blue Ocean Strategy

蓝海战略的实施顺序

The right strategic sequence:

1. Buyer Utility → 2. Strategic Price → 3. Target Cost → 4. Adoption

正确的战略顺序：

1. 买方效用 → 2. 战略定价 → 3. 目标成本 → 4. 落地推广

1. Buyer Utility

1. 买方效用

Question: Is there exceptional utility?

Test: Does your offering unlock a leap in buyer utility for each of the six utilities?

Six utility levers:

Customer productivity
Simplicity
Convenience
Risk reduction
Fun and image
Environmental friendliness

Buyer Experience Cycle: Purchase → Delivery → Use → Supplements → Maintenance → Disposal

Goal: Identify where the biggest blocks to utility are, and solve them.

问题： 是否具备卓越的效用？

测试： 你的产品能否在六大效用维度上为买方创造飞跃？

六大效用杠杆：

客户生产力
简洁性
便利性
风险降低
趣味性与形象
环境友好性

买方体验周期： 购买 → 交付 → 使用 → 补充 → 维护 → 处置

目标： 识别效用最大的障碍并解决。

2. Strategic Price

2. 战略定价

Question: Is pricing accessible to mass of buyers?

Approach: Price against alternatives (not costs or competitors in same industry)

Steps:

Identify alternatives (different forms, not just direct competitors)
Map price/performance of alternatives
Price within reach of mass buyers

Example: Cirque du Soleil priced higher than circus, lower than theater

问题： 定价是否能覆盖广泛买方群体？

方法： 对标替代产品定价（而非成本或同行业竞争对手）

步骤：

识别替代产品（不同形式，不限于直接竞争对手）
绘制替代产品的价格/表现曲线
定价在广泛买方群体可承受范围内

示例：太阳马戏团 定价高于传统马戏团，低于剧院

3. Target Cost

3. 目标成本

Question: Can we achieve target cost while preserving utility?

Formula:

Strategic Price - Target Profit Margin = Target Cost

Approach:

Work backward from price
Use ERRC to eliminate/reduce costs
Partner to achieve cost target
Refuse to sacrifice utility

Anti-pattern: "We'll achieve cost target later" (usually doesn't happen)

问题： 能否在保留效用的同时达到目标成本？

公式：

战略定价 - 目标利润率 = 目标成本

方法：

从价格倒推成本
使用ERRC框架消除/降低成本
合作达成成本目标
拒绝牺牲效用

反模式： “以后再达成成本目标”（通常无法实现）

4. Adoption

4. 落地推广

Question: What are the adoption hurdles?

Common hurdles:

Employees resist change
Partners resist change
General public resists
Regulatory/legal barriers

Solutions:

Educate stakeholders on benefits
Build pilot programs
Engage partners early
Proactively address concerns

Goal: Clear path to scalable adoption.

See: references/sequence.md for detailed sequence templates.

问题： 落地推广有哪些障碍？

常见障碍：

员工抵制变革
合作伙伴抵制变革
公众接受度低
监管/法律障碍

解决方案：

向利益相关者宣传好处
开展试点项目
尽早对接合作伙伴
主动解决顾虑

目标： 清晰的可规模化落地路径。

详见：references/sequence.md 中的详细顺序模板。

Common Mistakes

常见误区

Mistake	Why It Fails	Fix
Competing on same factors	Stuck in red ocean	Use ERRC to eliminate/create factors
Differentiation without cost focus	Not value innovation	Eliminate/reduce while raising/creating
Incrementalism	No leap in value	Aim for 10x improvement on key factors
Imitating competitors	Red ocean thinking	Look across six paths for alternatives
Ignoring adoption	Great idea, no execution	Plan for adoption hurdles upfront

误区	失败原因	解决方法
在相同因素上竞争	困在红海	使用ERRC框架消除/创造因素
仅差异化而不关注成本	不是价值创新	同时进行消除/减少与提升/创造
渐进式改进	无价值飞跃	针对关键因素追求10倍提升
模仿竞争对手	红海思维	从六大路径寻找替代方向
忽视落地推广	创意优秀但执行失败	提前规划落地障碍

Quick Diagnostic

快速诊断

Audit any strategy:

Question	If No	Action
Does Strategy Canvas show different curve?	Still in red ocean	Apply ERRC framework
Are we eliminating AND creating?	Not value innovation	Use all four actions
Are we breaking value-cost trade-off?	Traditional competition	Identify over-served factors to cut
Are we converting non-customers?	Fighting for share	Map three tiers of non-customers
Is there a leap in buyer utility?	Incremental improvement	Aim for 10x on key utility factors

审计任何战略：

问题	若答案为否	行动
战略布局图是否呈现独特曲线？	仍处于红海	应用ERRC框架
是否同时进行消除和创造？	不是价值创新	使用全部四个动作
是否打破了价值-成本权衡？	传统竞争	识别过度服务的因素并削减
是否在转化非客户？	争夺市场份额	绘制三层非客户
是否为买方创造了效用飞跃？	渐进式改进	针对关键效用因素追求10倍提升

Reference Files

参考文件

blue-ocean-examples.md: Cirque du Soleil, Netflix, Yellow Tail, Nintendo Wii case studies
value-innovation.md: Value innovation frameworks and formulas
strategy-canvas.md: Templates, examples, how to create
errc-grid.md: Four Actions Framework exercises and templates
six-paths.md: Detailed exercises for each path
non-customers.md: Three-tier analysis frameworks
sequence.md: Utility, price, cost, adoption templates
implementation.md: Execution, organizational alignment

blue-ocean-examples.md：太阳马戏团、Netflix、Yellow Tail、任天堂Wii案例研究
value-innovation.md：价值创新框架和公式
strategy-canvas.md：模板、示例、创建方法
errc-grid.md：四动作框架练习和模板
six-paths.md：各路径详细练习
non-customers.md：三层非客户分析框架
sequence.md：效用、价格、成本、落地模板
implementation.md：执行、组织对齐

About the Authors

关于作者

W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute. Their research on value innovation and blue ocean strategy has been published in top academic journals. Blue Ocean Strategy has sold over 4 million copies, been translated into 46 languages, and is one of the best-selling business books of all time. They work with companies and governments worldwide on strategic renewal and growth.

W. Chan Kim 和 Renée Mauborgne 是INSEAD的战略学教授，也是INSEAD蓝海战略研究所的联合主任。他们关于价值创新和蓝海战略的研究发表在顶级学术期刊上。《蓝海战略》销量超过400万册，被翻译成46种语言，是有史以来最畅销的商业书籍之一。他们为全球企业和政府提供战略更新与增长的咨询服务。

blue-ocean-strategy

Original

Translation

Blue Ocean Strategy Framework

Blue Ocean Strategy 框架

Core Principle

核心原则

Scoring

评分标准

Red Ocean vs. Blue Ocean

红海vs蓝海

Value Innovation

价值创新

Strategy Canvas

战略布局图（Strategy Canvas）

Step 1: Identify Competing Factors

步骤1：识别竞争因素

Step 2: Map Current State

步骤2：绘制当前状态

Step 3: Analyze

步骤3：分析

Four Actions Framework (ERRC Grid)

四动作框架（ERRC Grid）

1. ELIMINATE

1. 消除（ELIMINATE）

2. REDUCE

2. 减少（REDUCE）

3. RAISE

3. 提升（RAISE）

4. CREATE

4. 创造（CREATE）

The Six Paths Framework

六大路径框架

Path 1: Look Across Alternative Industries

路径1：跨替代行业审视

Path 2: Look Across Strategic Groups

路径2：跨战略群组审视

Path 3: Look Across the Chain of Buyers

路径3：跨买方链审视

Path 4: Look Across Complementary Products/Services

路径4：跨互补产品/服务审视

Path 5: Look Across Functional or Emotional Appeal

路径5：跨功能/情感诉求审视

Path 6: Look Across Time

路径6：跨时间维度审视

Three Tiers of Non-Customers

三层非客户

Tier 1: "Soon-to-be" Non-Customers

第一层：“即将流失”的非客户

Tier 2: "Refusing" Non-Customers

第二层：“主动拒绝”的非客户

Tier 3: "Unexplored" Non-Customers

第三层：“未被开发”的非客户

Sequence of Blue Ocean Strategy

蓝海战略的实施顺序

1. Buyer Utility

1. 买方效用

2. Strategic Price

2. 战略定价

3. Target Cost

3. 目标成本

4. Adoption

4. 落地推广

Common Mistakes

常见误区

Quick Diagnostic

快速诊断

Reference Files

参考文件

Further Reading

延伸阅读

About the Authors

关于作者