企业为了寻求生存和发展,往往选择与对手在竞争激烈的已知市场中争抢日益缩减的利润额,然而在目前过度拥挤的产业市场中,硬碰硬的竞争只能令企业陷入血腥的“红海”,开创一片无人争抢的“蓝海天空”成为企业的共识。本文阐述了开辟蓝海的必要性,介绍了蓝海战略的内涵和基本分析工具和框架,并从市场营销,人力资源和风险管理三个方面提出了蓝海战略“中国化”的方法。 In order to seek survival and development, enterprises often choose to compete with their rivals in the increasingly competitive market in order to win the shrinking profits. However, in the current overcrowded industrial market, hard-line competition can only make the enterprise plunge into the bloody “Red Sea” , To create an unintended grab of “blue sky” has become the consensus of enterprises. This article elaborates the necessity of developing blue ocean, introduces the connotation and basic analysis tools and framework of blue ocean strategy, and puts forward the method of “localization” of blue ocean strategy from three aspects of marketing, human resource and risk management.