"Blue Ocean Theory": Xyoo ntawm kev tso tawm ntawm phau ntawv, tus sau, tswv yim thiab kev txhais lus

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"Blue Ocean Theory": Xyoo ntawm kev tso tawm ntawm phau ntawv, tus sau, tswv yim thiab kev txhais lus
"Blue Ocean Theory": Xyoo ntawm kev tso tawm ntawm phau ntawv, tus sau, tswv yim thiab kev txhais lus

Video: "Blue Ocean Theory": Xyoo ntawm kev tso tawm ntawm phau ntawv, tus sau, tswv yim thiab kev txhais lus

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Blue Ocean Theory yog phau ntawv lag luam nrov tshaj plaws uas tau luam tawm thawj zaug hauv xyoo 2005. Nws cov kws sau ntawv yog Rene Mauborn thiab Kim Chan, cov neeg ua haujlwm ntawm European lub tsev kawm ua lag luam sab saum toj thiab lub koom haum Blue Ocean Strategy Institute. Cov lus qhia no rau cov neeg ua lag luam pib thiab cov neeg lag luam qhia txog yuav ua li cas kom tau txais txiaj ntsig zoo thiab kev loj hlob sai ntawm lub tuam txhab uas tuaj yeem tsim nws tus kheej cov tswv yim ua lag luam, tsim kev xav tau hauv kev lag luam uas twb muaj lawm (hu ua "blue ocean") uas tsis muaj nyob ua ntej. Qhov txiaj ntsig loj yog qhov ua tsis tau zoo ntawm cov neeg sib tw. Cov tuam txhab nyob rau hauv rooj plaub no txhob txwm tsis kam koom nrog kev lag luam nrog ntau tus neeg ua lag luam tawm tsam hauv kev lag luam uas tau txais txiaj ntsig tsawg, uas yog hu ua "dej hiav txwv liab". Yog li cia peb pib!

About the book

Blue Ocean Strategy Phau Ntawv
Blue Ocean Strategy Phau Ntawv

"Blue Ocean Theory" yog sau los ntawm kaum tsib xyoo ntawm kev paub txog kev lag luam hauv kev lag luam thiab nyiaj txiag. Raws li cov piv txwv piv txwv, cov sau phau ntawv siv txog ib thiab ib nrab puas lub tswv yim ua tau zoo, noj txog peb caug qhov kev lag luam sib txawv thiab lub sijhawm kwv yees li 120 xyoo. Nrog lawv pab, lawv tig lawv lub tswv yim los ua qhov tseeb.

Txij li thaum nws luam tawm xyoo 2005, phau ntawv twb tau luam tawm nrog tag nrho cov kev xa tawm txog peb thiab ib nrab lab luam, lub sijhawm ntawd nws tau muab txhais ua 43 yam lus hauv ntiaj teb, suav nrog Lavxias. Rau peb cov neeg nyeem, nws tau hloov kho los ntawm tus txhais lus Irina Yushchenko. Phau ntawv qhia no rau cov neeg lag luam tau dhau los ua ib tus neeg muag khoom zoo tshaj plaws raws li ntau cov ntawv tshaj tawm muaj npe nyob rau hauv ib zaug, qee tus txawm pov npav nws yog phau ntawv lag luam zoo tshaj plaws ntawm xyoo 2005.

Kim Chan

Kim Chan
Kim Chan

Ib tus sau phau ntawv "Theory of Blue Oceans" yog South Kauslim economist Kim Chan. Nws yog tus xibfwb qhia ntawv thiab tam sim no tus thawj coj ntawm Lub Tsev Haujlwm Saib Xyuas Kev Tswj Xyuas Kev Ua Haujlwm ntawm Fab Kis Kev Lag Luam Tsev Kawm Ntawv INSEAD. Nws kuj yog tus kws pab tswv yim rau Malaysia, European Union thiab World Economic Forum hauv Davos ntawm kev lag luam thiab kev lag luam. Cov kws tshaj lij suav nrog nws nyob rau hauv tsib lub npe nrov tshaj plaws thiab muaj txiaj ntsig zoo hauv ntiaj teb. Nws cov ntawv thiab cov ntawv tshaj tawm tau tshwm sim hauv cov ntawv tshaj tawm kev tswj hwm nrov tshaj plaws.

Kim Chan yug hauv South Kauslim lub nroog Jinju xyoo 1951. Nws txiv yog ib tug nto moo fighter rau kev ywj pheej ntawm nws lub teb chaws, tiv thaiv nws txoj cai rau liberation ntawm Nyiv. Rau cov txiaj ntsig nofaus rau ntawm National Cemetery of the Republic of South Korea.

Sam Kim Chan yog kawm tiav ntawm Seoul National University. Nws muaj Bachelor of Arts degree. Tom qab ntawd, nws kawm tiav los ntawm Asian Institute of Management hauv Philippines, uas muaj txij li xyoo 1968 nyob rau hauv kev txhawb nqa ntawm Harvard Business School. Hauv lub tsev kawm ntawv no, nws tau txais kev kawm tiav qib siab hauv kev tswj hwm thiab kev lag luam.

Tom qab ntawd, tus sau ntawm Blue Ocean Theory tau txais PhD hauv kev tswj hwm thoob ntiaj teb thiab cov tswv yim los ntawm Steven Ross Tsev Kawm Ntawv Kev Lag Luam, nrhiav tau ntawm University of Michigan. Nyob rau hauv tib lub tsev kawm ntawv, nws pib nws txoj hauj lwm qhia ntawv, tau txais ib tug xib fwb nyob rau hauv lub thoob ntiaj teb thiab cov tswv yim tswj. Koom tes nrog kev qhia tawm tswv yim rau tsoomfwv thiab tuam txhab.

Rau Kim Chan, "Blue Ocean Theory" yog nws phau ntawv ua tau zoo tshaj plaws, uas muag tau ntau lab luam thoob ntiaj teb.

Rene Mauborgne

Rene Mauborgne
Rene Mauborgne

Daim duab saum toj no yog ib tug poj niam uas tseem khiav lub koom haum Blue Ocean Strategy Institute. Tsis tas li ntawd, nws yog ib tug xib fwb ntawm Fabkis txoj kev lag luam tsev kawm ntawv INSEAD. Tab sis rau peb nws yog qhov nthuav ntxiv uas nws yog tus sau thib ob ntawm Blue Ocean Theory.

Rene Mauborgne yug hauv Asmeskas xyoo 1963. Nws tau tswj hwm los tsim kom muaj kev vam meej, piv txwv li, nws tau koom nrog pawg thawj tswj hwm tus thawj tswj hwm ntawm cov tsev kawm ntawv qib siab thiab tsev kawm qib siab, uas keeb kwm muaj "dub" cov tub ntxhais kawm. Rov qab koom nrog World Economic Forum hauvDavos.

Nws yog tus sau ntau yam haujlwm ntawm kev tswj hwm thiab kev txhim kho kev lag luam.

Basic concepts

Phau ntawv Blue Ocean Strategy yog dab tsi?
Phau ntawv Blue Ocean Strategy yog dab tsi?

In Blue Ocean Theory, Kim Chan thiab René Mauborgne qhia ob lub ntsiab lus tseem ceeb. Nws yog ntawm lawv tias tag nrho cov kev tshawb fawb ntxiv yog raws li. Peb tab tom tham txog xiav thiab liab dej hiav txwv.

Nyob rau hauv dej hiav txwv xiav, cov kws tshawb fawb nkag siab txog txhua qhov kev lag luam uas tam sim no suav tau tias tsis muaj nyob, lawv tsis paub koom nrog kev lag luam. Nyob rau hauv sib piv rau lawv, muaj scarlet dej hiav txwv, nyob rau hauv uas cov ciam teb ntawm lub zej zog tau ntev tau pom zoo raws li thiab txhais, cov kev cai paub zoo ntawm kev sib tw ua hauj lwm nyob rau ntawd. Nyob rau hauv cov dej hiav txwv liab, lub luag hauj lwm tseem ceeb ntawm lub tuam txhab yog los tsim superiority tshaj cov yeeb ncuab lag luam thiaj li yuav yeej tshaj feem ntau ntawm cov kev thov rau nws sab. Tom qab ib ntus, kev ua lag luam dhau los ua neeg coob heev, lub sijhawm rau cov nyiaj tau los thiab kev loj hlob sai sai, thiab feem ntau ntawm cov khoom siv hloov mus rau cov khoom siv zoo tib yam. Raws li cov kws sau phau ntawv "The Blue Ocean Theory" sau tseg, cov neeg koom ua lag luam tau nquag "tom ib leeg lub caj pas", sau txhua yam nyob ib puag ncig nrog cov ntshav liab. Suab txaus ntshai, tab sis muaj tseeb heev.

Cov dej hiav txwv xiav tseem nyob ze rau thaj chaw ua lag luam uas tsis muaj kev sib tw. Nyob rau hauv cov cheeb tsam no, muaj lub cib fim loj hlob thiab kev loj hlob, ua ib tug profit. Cov xwm txheej tseem ceeb rau lawv txoj kev loj hlob yog txoj hauv kev muaj tswv yim.

Tam sim no, feem ntau ntawm cov dej hiav txwv xiav tshwm hauv cov liab liab, zoo li yog thawb cov ciam teb ntawm qhov ntawdlos yog lwm yam kev lag luam. Tab sis qhov nthuav yog tias qee qhov dej hiav txwv xiav tau raug tsim tawm sab nraum cov ciam teb paub.

Kev paub ntawm lub tswv yim tseem ceeb

Lub ntsiab lus tseem ceeb ntawm Blue Ocean Theory yog tib txoj hauv kev kom yeej kev sib tw yog kom tsis txhob sim.

Cov kws sau ntawv sau tseg tias qhov kev sib piv ntawm kev sib tw ua lag luam nrog kev tawm tsam tub rog twb tau cog lus ruaj khov rau hauv kev nco qab loj. Blue oceans sawv tawm ntawm qhov kev hwm no. Tsis muaj kev sib tw ua phem rau leej twg hauv daim teb no, thiab cov kev cai ntawm kev ua si tseem raug tsim.

Yuav piav qhia txog txoj kev xav ntawm dej hiav txwv xiav, cov kws sau ntawv ua piv txwv txog kev lag luam circus, uas tsis ntev los no tau poob nws qhov cuam tshuam ntawm cov menyuam yaus vim qhov tshwm sim ntawm ntau qhov kev nyiam ua niaj hnub no.

Cirque du Soleil
Cirque du Soleil

Nyob rau hauv qhov no, Cirque du Soleil tau dhau los ua qhov kev sib tw tiag tiag. Nws tau tswj hwm kom ua tiav hauv kev lag luam uas ntau tus neeg xav tias tsis muaj kev vam meej. Tom qab tag nrho, cov thawj coj txiav txim siab tsis ua raws li txoj kev paub, tsis kam siv cov classic ntsiab ntawm lub circus, xws li kev ua yeeb yam ntawm clowns thiab tsiaj, round arenas. Hloov chaw, qhov project tau nqus cov ntsiab lus zoo nkauj thiab nrov tshaj plaws ntawm cov circus uas muaj nyob. Cov no yog cov tswv yim ua yeeb yam, acrobatics ntawm qib siab tshaj plaws. Tab sis nws tau tshem txhua yam uas tsis haum rau hauv lub ntsiab lus ntawm lub tswv yim.

Ntxiv mus, lub tuam txhab tau hloov cov neeg tuaj saib lub hom phiaj, tsom tsis yog rau menyuam yaus, tab sis rau cov neeg laus muaj nyiaj. Nrog rau txoj hauv kev qubib lub niche tshwj xeeb tau qhib uas yav tas los tsis muaj leej twg.

Tsim dej hiav txwv xiav

Tus sau ntawm Blue Ocean Strategy
Tus sau ntawm Blue Ocean Strategy

Ua tsaug rau phau ntawv Blue Ocean Strategy hauv Lavxias, tam sim no koj tuaj yeem kawm tau tias tsis tas yuav qhib kev lag luam tshiab los tsim dej hiav txwv xiav. Nws yog ib qho tsim nyog los thawb cov ciam teb ntawm cov dej hiav txwv liab liab uas twb muaj lawm. Lub hauv paus ntawm lub tswv yim no yog tus nqi innovation.

Raws li lub tswv yim no, phau ntawv "Theory of Blue Oceans" piav qhia txog dab tsi ua rau kev sib tw tsuas yog tsis tsim nyog vim tias lub tuam txhab nce mus txog qib tshiab.

Strategy

Cov phiaj xwm canvas dhau los ua cov cuab yeej tseem ceeb. Nws sawv cev rau cov qauv yooj yim tshaj plaws ntawm kev lag luam, uas tau pom meej meej nyob rau hauv daim ntawv ntawm daim duab. Nrog nws cov kev pab, koj tuaj yeem ntsuas qhov sib txawv thiab qhov sib xws ntawm koj tus kheej lub tswv yim nrog cov neeg sib tw.

txhawm rau tsim cov ntaub ntawv zoo li no, koj yuav tsum xub hais txog qhov tseem ceeb ntawm kev lag luam. Tom qab ntawd txheeb xyuas qhov peev txheej ntawm qhov kev thov thiab cov nqi kwv yees. Thaum kawg, nws yog ib qho tseem ceeb los txuas cov ntsiab lus tshwm sim ntawm daim duab rau txhua lub tuam txhab sib cais. Qhov tshwm sim yuav tsum yog qhov hu ua tus nqi nkhaus, uas yog qhov pom kev sawv cev ntawm lub tswv yim rau ib lub tuam txhab tshwj xeeb.

Tsim kom muaj dej hiav txwv xiav, nws yog ib qho tseem ceeb uas yuav tsum tau hloov los ntawm kev sib tw kev sib tw mus rau kev tshawb nrhiav lwm txoj hauv kev, tsis yog sim ua kom txaus siab rau cov neeg siv khoom nruab nrab ntawm qhov kev lag luam no, tab sis ua kom cov neeg siv khoom uas tsis muaj dab tsi ua ntej.

Four Action Model

Cov ntsiab lus ntawm phau ntawv Blue Ocean Strategy
Cov ntsiab lus ntawm phau ntawv Blue Ocean Strategy

Qhov no yog lwm lub tswv yim tseem ceeb hauv cov ntsiab lus ntawm Blue Ocean Theory. Qhov tseeb, nws yog ib qho laj thawj txuas ntxiv ntawm lub tswv yim canvas.

Tom qab soj ntsuam qhov xwm txheej ntawm kev ua lag luam tam sim no, koj yuav tsum nug koj tus kheej cov lus nug: "Qhov twg ntawm kev sib tw tuaj yeem raug tshem tawm, uas yuav tsum tau txo qis piv rau cov qauv lees paub hauv qee cov leej faj, thiab qhov twg yuav tsum tau nce ntxiv." Piv txwv li, yuav tsum muaj yam tshiab uas tsis tau muaj los ntawm kev lag luam no ua ntej.

Principles

Rau lub hauv paus ntsiab lus yuav tsum tau tsim kom muaj dej hiav txwv xiav. Thawj qhov kev txhawj xeeb txog kev hloov kho ntawm cov ciam teb ntawm kev ua lag luam uas twb muaj lawm. Nws tuaj yeem siv tau ntau txoj hauv kev:

  • tshuaj ntsuam lwm txoj kev lag luam;
  • xav txog cov tuam txhab nrog cov tswv yim zoo sib xws;
  • paub rau cov neeg siv khoom;
  • txhim kho txoj hauv kev los qhia cov kev pabcuam ntxiv thiab cov khoom lag luam;
  • ntsuas qhov kev xav thiab kev ua haujlwm zoo ntawm cov khoom;
  • sim saib mus rau yav tom ntej los ntawm kev tshuaj xyuas seb kev lag luam yuav txhim kho li cas.

Lub hauv paus ntsiab lus thib ob yog ua raws li kev tsom mus rau tsis yog tus lej, tab sis ntawm tag nrho cov duab. Qhov no yog qhov yuav tsum tau los npaj lub tswv yim canvas.

Lub hauv paus ntsiab lus thib peb yog mus dhau qhov kev thov tam sim no.

Lub hauv paus ntsiab lus thib plaub yog ua raws li kev ua raws li cov tswv yim tsim nyog. Nws lub ntsiab lus yog los ntsuas kev lag luam muaj txiaj ntsig ntawm lub tswv yim, los txiav txim seb nws puas yogcrafted muab cov nqi tiag tiag innovation.

Lub hauv paus ntsiab lus thib tsib yog kom kov yeej kev tsis sib haum xeeb ntawm lub koom haum.

Lub hauv paus ntsiab lus thib rau yog lub peev xwm los cuam tshuam cov txheej txheem siv nws tus kheej rau hauv lub tswv yim uas twb muaj lawm.

Yuav tau dab tsi?

Tib lub sijhawm, cov kws sau ntawv tau mloog zoo rau qhov kev tsis sib haum xeeb uas tuaj yeem cuam tshuam rau kev siv lub tswv yim xiav dej hiav txwv.

Ua ntej, qhov no yog kev tawm tsam sab hauv rau txhua yam tshiab ntawm cov neeg ua haujlwm. Nws yog ib qho tseem ceeb kom ntseeg tau tias lawv yuav tsum tau hloov lub tswv yim. Txhawm rau ua qhov no, koj yuav tsum siv cov kev coj noj coj ua uas tso cai rau koj hloov pauv sai li sai tau.

Thib ob, nws yog cov peev txheej tsawg. Peb tab tom tham txog kev ntseeg dav dav tias kev hloov pauv thoob ntiaj teb xav tau kev siv nyiaj ntau.

Thib peb, yuav tsum tau txhawb kom cov neeg ua haujlwm tseem ceeb ua haujlwm uas yuav ua rau muaj kev vam meej.

Thaum kawg, thib plaub, qhov txaus ntshai ntawm kev cuam tshuam kev nom kev tswv, uas yog, qhov tshwm sim ntawm kev tawm tsam los ntawm cov rog uas nws txoj kev txaus siab yuav cuam tshuam los ntawm cov kev hloov pauv no.

Lub neej voj voog

Txhua dej hiav txwv xiav muaj nws lub neej voj voog, koj yuav tsum tau npaj rau qhov tseeb tias koj cov neeg sib tw tsis tsaug zog, dej hiav txwv xiav koj tsim yuav sai sai tig liab qab.

Txhawm rau tiv thaiv qhov no, koj yuav tsum tau saib xyuas kev hloov pauv ntawm tus nqi nkhaus. Thaum nws pib ua ke nrog cov nkhaus ntawm cov neeg sib tw, qee yam yuav tsum tau hloov sai sai.

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