太阳马戏团

现任太阳马戏团首席执行官的盖伊·拉利伯提(Guy Laliberté)曾经拉过手风琴,踩过高跷,表演过吞火。太阳马戏团是加拿大最大的文化出口公司之一。太阳马戏团源于魁北克20位街头艺人于1984年成立的一个团体。如今,欣赏过该马戏团作品的观众已经超过了1亿人次,他们遍布6大洲40多个国家300多个城市。成立还不到二十年,它的营收已达到全球马戏团业霸主玲玲马戏团(Ringling Bros. and Barnum & Bailey)经营了一百多年才达到的水平 这种快速增长确实令人钦佩。然而更难能可贵的是,马戏团这一行业已失去诱人的光环,沦为了传统战略分析所称的增长潜力十分有限的没落行业。明星演员的供应方有着很强的议价能力。而且买方势力也不弱。形形色色的他择性娱乐活动,包括各种都市现场娱乐活动、体育活动,还有家庭娱乐活动,对它的影响越来越大。对比去看马戏团巡回演出,孩子们宁可要电动玩具。这些情况导致马戏团观众不断减少,营收和利润也随之走下坡路。人权团体反对马戏团强迫动物表演的声浪也越来越大。而且玲玲马戏团早已制定了行业标准,其他竞争对手只能照葫芦画瓢,只是规模相形见绌罢了。因此,从基于竞争的战略视角来看,马戏团这一行业似乎毫无吸引力。

太阳马戏团获得成功的另一个令人瞩目的方面在于,它的胜利靠的并不是从已然萎缩的马戏行业中抢顾客。而马戏向来以讨好儿童为主。太阳马戏团并没有与玲玲马戏团进行竞争。它开创了一片无人争抢的新市场空间,从而摆脱了竞争。它吸引的是全新的顾客群:成年人和企业顾客。他们愿意花几倍于传统马戏团票价的价钱享受无与伦比的娱乐体验。值得注意的是,在首批作品中,太阳马戏团有一部名为“我们再创了马戏”的作品。

Blue Ocean Strategic Moves

Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. The research of W. Chan Kim and Renée Mauborgne focused on discovering the common factors that lead to the creation of blue oceans and the key differences that separate those winners from the mere survivors and those adrift in the red ocean.The database and research have continued to expand and grow over the last ten years since the first edition of the book was published and the strategic moves we studied depict similar patterns, whether blue oceans were created in for-profit industries, non-profit organizations, or the public sector.

Here are a few examples of blue ocean strategic moves from a variety of different industries and sectors. Select from the icons below to learn more.

Bloomberg Financial News Case Study
Canon Blue Ocean Strategy Case Study
Cemex Blue Ocean Strategy Case Study
Cirque du Soleil Blue Ocean Strategy Case Study
Curves Blue Ocean Strategy Case Study
Ford Model T Blue Ocean Strategy Case Study
iTunes Blue Ocean Strategy Case Study
JCDeaux Blue Ocean Strategy Case Study
NetJets Blue Ocean Strategy Case Study
Novo Nordisk Blue Ocean Strategy Case Study
New York Police Department Blue Ocean Strategy Case Study
Peirce College Blue Ocean Strategy Case Study
Philips Blue Ocean Strategy Case Study
QBHouse Blue Ocean Strategy Case Study
Quicken Blue Ocean Strategy Case Study
Polo Ralph Lauren Blue Ocean Strategy Case Study
Viagra Blue Ocean Strategy Case Study
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