摘要:自从迈克尔·波特的《竞争战略》和《竞争优势》这两部战略管理专著问世后,“竞争”成了战略管理领域的关键词。激烈的竞争导致市场已经一片血腥,导致许多企业在竞争对手的强大压力下败阵。当然那些最终赢得了市场的企业也没有因此一帆风顺:竞争的白热化却导致了一个需求增长缓慢甚至停滞不前的结果。
在这种情况下,蓝海战略的提出为身陷竞争困境的企业带来了一丝新的希望:超越竞争、重构市场边界、运用创意来满足被忽视的非顾客群体,创造属于企业自己的发展模式,成为清新蓝海的主宰者。
本文以宋城集团为切入点,介绍蓝海战略内涵及其分析工具,以此对宋城集团制定的蓝海战略进行分析以及对宋城集团未来发展提出一些建议;并且阐述蓝海战略对于中国休闲旅游企业的意义。
关键词:竞争;蓝海战略;宋城集团
BLUE OCEAN STRATEGY OF SONGCHENG HOLDINGS
ABSTRACT:Since the two books written by Michael E. Porter Competitive Strategy Techniques for Analyzing Industries and Competitors and Competitive Advantage were published,“competition”has become the key word of the strategic management. The cruel competition leads to the result that lots of companies failed. Howerve, those who finally dominated the market are not the real winners: the intense competition has led to slow or stagnant growth in demand.
In this case, the blue ocean strategy bring hope to troubled companies:beyond competition, reconstruction of the market boundary, using creativity, meeting the needs of neglected non-customer groups, enterprise can create its own development model and become the master of clean blue ocean.
In this paper, I will take Songcheng Holdings as an entry point to describe the content and analysis tools of blue oceans strategy,analyse the blue oceans strategy put into practice of Songcheng Holdings and give some advices to the future, set forth the significance of blue ocean strategy for the Chinese cultural enterprises.
Key words:Competition;Blue ocean strategy;Songcheng holdings