中国本土中小企业的蓝海战略

Study on the Blue Ocean Strategy for Small and Medium-sized Enterprises

蓝海战略是指企业从关注并超越竞争对手转为向买方提供价值飞跃,从而开启巨大潜在的需求,重建市场和企业边界,通过价值创新使企业同时达到"差异化"和"低成本"。基于我国本土中小企业的生存现状分析了我国中小企业实施蓝海战略的必要性,提出制定和实施蓝海战略的步骤,并提出要打造适合蓝海战略的创新型企业文化来克服实施蓝海战略中遇到的各种障碍。

The Blue Ocean Strategy indicates enterprises＇ more concern about delivering value to the buyers instead of surpassing competitors, thus exploring the access to huge potential demand and enabling them to achieve ＂overall cost leadership＂ and ＂differentiation＂ simultaneously through value innovation. Based on the present situation of SMEs in China, this paper analyses the necessities of implementing the Blue Ocean Strategy, and proposes procedures to establish and implement it. Further, it is indispensable to create an innovative culture to overcome the obstacles encountered during the implementation of the Blue Ocean Strategy.