藍海策略於新產品開發的應用模式

The Application of Blue Ocean Strategy to New Product Development

柯志祥(Chih-Hsiang Ko) ； 洪政置(Cheng-Chih Hung)

《設計學報》 15卷4期 (2010/12) Pp. 59-80

https://doi.org/10.6381/JD.201012.0059

摘要

在微利的年代中，企業很容易陷入低成本或提高品質的紅海競爭中，而現在的競爭方式，講求的是創新能力及速度，但多數企業卻不擅長於創造新市場，也沒有系統性的作法，因此，本研究希望以藍海策略的觀點，藉由文獻及個案的分析，來研究運用藍海策略於新產品開發的方式，並採用專家訪談，來收集符合藍海策略的個案的初級資料。本研究歸納六個個案研究，獲得下列結果：
1.藍海策略可運用於新產品開發的程序中，幫助擬定藍海構想，作為後續造形設計的依據。
2.藍海策略的運用有四個階段，前期分析－著重於輸出往後分析的基礎資料；擬定藍海策略－著重於擬定初步的藍海構想；構想檢驗－著重於初步構想的檢驗，以輸出完整的藍海構想；產品設計－著重在運用藍海構想來進行產品設計。
3.六個個案的策略草圖都與競爭對手有不同的曲線，代表個案有明確的策略方向，不盲目跟隨競爭對手。
4.利用策略草圖來分析競爭態勢，執行藍海途徑、四項行動架構、競爭法則及模仿障礙，可以創造藍海構想。

關鍵字

藍海策略 ； 產品設計 ； 新產品開發

並列摘要

In the era of profit squeeze, companies are easy to fall into the red ocean competition of low cost or high quality. Nowadays, innovation and speed are crucial to competition while most companies are not good at opening new markets and are lacking in systematic methods. Therefore, this research tried to explore the method of applying the blue ocean strategy to new product development by ways of literature reviews and case studies. Interviews to experts were applied to collect primary case data that were in accordance with the blue ocean strategy. After summing up research findings from six cases, the results were concluded as follows.
1. The blue ocean strategy could be used in the process of new product development to set up blue ocean ideas as bases for subsequent development of product form.
2. There were four stages of applying the blue ocean strategy, including preliminary analysis: focusing on the basic data for further analysis, executing blue oceans: focusing on the setting up of preliminary blue ocean ideas, idea examination: focusing on the examination of preliminary ideas to output full blue ocean ideas, and product design: focusing on the application of blue ocean ideas to product design.
3. Strategy canvas of the six cases had curves that were different from their competitors. All cases had clear strategic directions and did not follow their competitors blindly.
4. The strategy canvas could be used to analyze competition status. The execution of blue ocean ways, four actions framework, rules of competition, and imitation barriers could create blue ocean ideas.

並列關鍵字

Blue Ocean Strategy ； Product Design ； New Product Development