论蓝海战略的前提与风险

蓝海战略给企业带来了新的战略思维模式。要实施蓝海战略并成功的前提在于两个方面：现有产品提供的功能和属性与顾客需求之间存在的差距;行业内的供求状况。蓝海战略将面临来自顾客需求、企业内外部环境、企业内部变革、实施战略后的防御能力等方面的重大风险。对蓝海战略前提和风险的分析表明,仅依靠蓝海战略的工具和方法往往难以取得成功,企业应当采用基于前提与风险的综合性战略框架。

Prerequisites and Risks of the "Blue Ocean Strategy"

The "Blue Ocean" strategy brought new strategic thinking to enterprises. Prerequisites of successful implementation of Blue Ocean strategy are: gaps between functions and attributes of current product and customers' demand,and supply and demand condition in the industry. The “Blue Ocean" strategy faces serious risks from customers' demand,internal and external environment,change taken place inside the enterprise,and ability in defending after the implementation of strategy. Analyses of prerequisites and risks of the strategy indicate that it is difficult to succeed barely relying on tools and methods of the blue ocean strategy. Enterprises therefore should adopt the integrated strategic framework that is based on analysis of prerequisites and risks.