上世纪80年代,企业普遍通过低成本、专注于某一独特市场的战略,来提高企业的经营效率和竞争能力。这被称为是以竞争为中心的传统的“红海战略”(意味着血腥竞争)。而“蓝海战略”是以创新为中心,靠扩大需求,做大行业的蛋糕来开拓新领域。蓝海战略的最大贡献就是提醒企业家不要在自己熟悉的本业与同行进行恶性竞争,而要以“价值创新”的方式开拓还没有人进入的新领域。蓝海战略理论的提出,为中小企业参与市场竞争开辟了新思路。 80s of last century, companies generally through low-cost, focus on a unique market strategy to improve business efficiency and competitiveness. This is known as the traditional “Red Sea Strategy” (which means bloody competition) centered on competition. However, “Blue Ocean Strategy” is based on innovation and expands new fields by expanding demand and expanding the cake industry. Blue Ocean Strategy’s greatest contribution is to remind entrepreneurs not to be in the familiar industry with their peers vicious competition, but to “value innovation” approach to open up no one entered the new areas. The proposal of Blue Ocean Strategy Theory opens up new ideas for SMEs to participate in market competition.