Blue and Red oceans A Snapshot of Blue Ocean Creation The Paradox of Strategy Toward Blue Ocean Strategy The defining Characteristics Barriers to Imitation The simultaneous pursuit of differentiation and low cost A Consistent Pattern (2)基本概念和知识点 Red Ocean Versus Blue Ocean Strategy The imperatives for red ocean and blue ocean strategy are starkly different. Red ocean strategy Blue ocean strategy Compete in existing market Create uncontested market space space. Make the competition Beat the competition Exploit existing demand irrelevant. Create and capture new Make the value/cost demand. trad-off. Break the value/cost Align the whole system of a trade-of. company's activities with Align the whole system of a its strategic choice of company activitie pursuit of differentiation differentiation or low and low cost. cost. 4.问题与应用（能力要求 (1)What motivated you to write an expanded edition of blue ocean strategy? (2)What is new about the new edition of blue ocean strategy? (3)How does blue ocean strategy fundamentally differ from red ocean strategy? (三)思考与实践 1.What makes blue ocean strategy imperative in today's business climate? 2.Are you saying red ocean strategy is no longer useful? 5 5 Blue and Red oceans A Snapshot of Blue Ocean Creation The Paradox of Strategy Toward Blue Ocean Strategy The Defining Characteristics Barriers to Imitation The Simultaneous Pursuit of Differentiation and Low Cost A Consistent Pattern (2) 基本概念和知识点 (3) 问题与应用（能力要求） 4. 问题与应用（能力要求） (1) What motivated you to write an expanded edition of blue ocean strategy? (2) What is new about the new edition of blue ocean strategy? (3) How does blue ocean strategy fundamentally differ from red ocean strategy? (三) 思考与实践 1. What makes blue ocean strategy imperative in today’s business climate? 2.Are you saying red ocean strategy is no longer useful? Red Ocean Versus Blue Ocean Strategy The imperatives for red ocean and blue ocean strategy are starkly different. Red ocean strategy Compete in existing market space. Beat the competition. Exploit existing demand. Make the value/cost trad-off. Align the whole system of a company’s activities with its strategic choice of differentiation or low cost. Blue ocean strategy Create uncontested market space. Make the competition irrelevant. Create and capture new demand. Break the value/cost trade-of. Align the whole system of a company ’ s activities in pursuit of differentiation and low cost