藍海策略(Blue Ocean Strategy)

藍海策略 (Blue Ocean Strategy) W. Chan Kim Renee Mauborgne

紅海與藍海策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

策略草圖 ,[object Object],[object Object],[object Object],[object Object],[object Object]

第二項分析工具 ,[object Object],[object Object],[object Object],[object Object]

第三種分析工具 ,[object Object],[object Object]

Activity Mapping: Southwest Airline’s Low Cost Competitive Advantage Courteous, but limited passenger service Lean, productive employees Short haul, point-to-point routes, often to secondary airports High aircraft utilization Standardized fleet of Boeing 737 aircraft Frequent, reliable schedules Competitive Advantage: Low Cost

Southwest Airline’s Low Cost Competitive Advantage

優質策略的特質 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

解讀價值曲線 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

擬定藍海策略原則 ,[object Object],[object Object],[object Object],[object Object]

一、重建市場邊界 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. 跨足另類產業 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. 探討策略群組 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. 破解顧客鏈 ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. 互補產品與服務 ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5. 理性訴求 vs. 感性訴求 ,[object Object],[object Object],[object Object],[object Object]

Air Wash 沒有洗頭服務的髮廊

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

6. 看見未來趨勢 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

二、聚焦願景，數字擺一邊 ,[object Object],[object Object],[object Object],[object Object]

策略草圖視覺溝通 ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. 眼見為憑

2. 觀察入微 3. 策略比稿 ,[object Object],[object Object],[object Object],[object Object],[object Object]

公司階層策略視覺化 ,[object Object],[object Object],[object Object],[object Object]

利用先驅者、移動者、安定者圖表 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

如果現行業務和未來業務大多是安定者，未來成長曲線將很低，常深陷紅海，必須推動價值創新 12 種業務項目

三、超越現有需求 ,[object Object],[object Object],[object Object],[object Object],[object Object]

菜鳥高爾夫球桿 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

個別擊破三種非顧客 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

將藍海水域無線擴張 ,[object Object],[object Object],[object Object]

四、策略次序要正確 ,[object Object],[object Object],[object Object],[object Object],[object Object]

T 型車奠定福特江山 ,[object Object],[object Object],[object Object],[object Object],[object Object]

吸引顧客的定價 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

大眾價格帶 ,[object Object],[object Object],[object Object],[object Object],[object Object]

策略定價決定目標成本 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

解決推動障礙 ,[object Object],[object Object],[object Object],[object Object]

藍海構想 (Blue Ocean Idea) 成功機率

NTT 的全贏合作 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

執行藍海策略原則 ,[object Object],[object Object],[object Object],[object Object]

一、克服組織障礙 ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object]

挑戰傳統思維 ,[object Object],[object Object]

二、把執行納入策略 ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object]

藍海生生不息 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object]

明華園藍海策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

宏達電藍海策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

藍海策略(Blue Ocean Strategy)

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Editor's Notes