中国企业对蓝海战略的六大误读（Chinese enterprise of blue ocean strategy six misreading）.doc

中国企业对蓝海战略的六大误读（Chinese enterprise of blue ocean strategy six misreading） Since the publication of Blue Ocean Strategy, the blue ocean strategy has been widely praised by the enterprises in the world. So far, the book has been translated into 40 languages, and many enterprises and government departments around the world have begun to systematically use value analysis and implementation tools of blue ocean strategy to carry out value innovation and strategic change. In China, blue ocean and Red Sea have become popular words in the business world, similar to the introduction of blue ocean strategy of certain enterprises, from time to time in newspapers. And this blue ocean toward the enthusiasm of accompanied by, no lack of blue ocean strategy questioned and criticized. In fact, such criticisms and queries often come from the misunderstanding of the blue ocean strategy and the misunderstanding of the blue ocean strategy theory. Misunderstanding 1 Blue ocean = new products, new technologies, new fields Some people simply equate blue ocean with new products, new technologies, or new areas of business. But in fact, new products may only be for a segment of the upgrading of products, new high-tech achievements may not have a market value, and the enterprises to realize the diversity in addition to its core business into new areas, there may already be a fierce competition in the red sea. Only in the old and new to distinguish and define the blue ocean and Red Sea, often misleading enterprises, making them an start afresh, while ignoring the essence of the blue ocean. In fact, the blue ocean is not an extension of the existing product line, nor is it simply technological innovation. The creation of blue ocean was based on the re integration of value elements across the existing competitive boundaries and the reconstruction of the market. The key is whether to provide value for enterprises and buyers leap, whether to open new demand. Therefore, value innovation is the core o