摘要
谭木匠公司是集梳理用品、家具、饰品为一体的专业化公司,它的成功得益于对产品、文化、理念性的突破创新和持续的蓝海战略,在以木梳为主打的木制工艺品市场中获得了惊人发展,并成为该行业隐性冠军。企业要把关注的焦点从市场的供给方转向需求方,要按需求方的效用、成本和可接受的方式来寻找其"蓝海"。企业要以客户为中心进行价值创新,剔除或减少所在产业中现有的一些价值元素节省成本,同时增加或创造产业中尚未提供的某些价值元素。企业应采取一套系统性的方法:"剔除-减少-增加-创造"四坐标格等,供企业成功地开创和夺取蓝海。
Tan Mu Jiang Corporation is a specialization corporation focusing on toilet set、furniture and accouterment. Its success lies in innovating fully in product、culture、ideas and continual blue ocean strategy. Tan Mu Jiang Corporation obtains striking development in the wood craftwork market and becomes the hidden champion in the industry. The corporation should pay attention to the consumer rather than the suppliers and find out the 'blue ocean' through consumer’s utility,cost and acceptable mood. The corporation should focus on value innovation, customer-oriented, and eliminate or reduce some existing cost elements in order to save cost, meanwhile, increase or create some value elements. The corporation should use a systemic method 'eliminate-reduce-increase-create' to start and capture blue ocean.
出处
《管理案例研究与评论》
2008年第4期36-44,共9页
Journal of Management Case Studies
基金
江西省高等学校教学改革课题项目(JXJG-06-4-19)资助
关键词
谭木匠公司
蓝海战略
价值创新
Carpenter Tan Corporation
Blue Ocean Strategy
value innovation
