===PART ONE：Blue Ocean Strategy===

---Creating Blue Oceans：---

-New Market Space：-

★★★

To win in the future,companies must stop competing with each other.?

The only way to beat the competition is to stop trying to beat the competition.

-The Continuing Creation of Blue Oceans：-

The history of industry shows us that the market universe has

never been constant; rather, blue oceans have continuously been?

created over time.?

-The Rising Imperative★必要的事 of Creating Blue Oceans:-

-From Company and Industry to Strategic Move：-

Our study shows that the ★strategic move,

and not the company or the industry, is the right unit of analysis for

explaining the creation of blue oceans and sustained high performance.

-Value Innovation: The Cornerstone奠基石 of Blue Ocean Strategy:-

What consistently separated winners from losers in creating blue oceans

was their 【approach to strategy】.?

We call it value innovation because instead of focusing on beating

the competition, you focus on making the competition irrelevant by creating

a leap in value for buyers and your company, thereby opening up new and

uncontested market space.

Value without innovation tends to focus on value creation on an incremental?

scale,something that improves value but is not sufficient to make you stand?

out in the marketplace.?

-

Innovation without value tends to be technology-driven,

market pioneering, or futuristic極新潮的, often shooting beyond what?

buyers are ready to accept and pay for.

What separates winners from losers in creating blue oceans?

is neither bleeding-edge前沿的 technology nor “timing for market entry.”

Value innovation occurs only when companies align innovation 【with utility,

price, and cost positions】.

太陽馬戲團案例:改變表演方式和場館，表演敘事,借鑒百老匯,設(shè)計復(fù)雜精巧的表演。

【Cost savings】 are made by eliminating and reducing the factors an industry

competes on. 【Buyer value】 is lifted by raising and creating elements the

industry has never offered.?

As shown in figure 1-2, the creation of blue oceans is about driving costs

down while simultaneously driving value up for buyers.

Value innovation is achieved only when the system of the

company’s utility, price, and cost activities is properly aligned.

Value innovation requires companies to orient★使朝向 the whole system?

toward achieving a leap in value for both 【buyers】 and 【themselves】.

-

Absent such an integral構(gòu)成整體所必需的 approach,?

innovation will remain divided from the core of strategy.