蓝海战略要求企业突破传统的血腥竞争所形成的“红海”，拓展新的非竞争

性的市场空间。与已有的、通常呈收缩趋势的竞争市场需求不同，蓝海战略考虑

的是如何创造需求，突破竞争。本书不仅仅对企业思维进行挑战，而且告诉它们

怎样达到目标。首先，我们引入一整套分析工具与框架，告诉读者如何系统性地

应对挑战；其次，我们阐明了若干原则，以区分蓝海战略和传统竞争性战略。-blue water strategy requires enterprises bloody break with traditional competition of the "Red Sea" developing new non-competitive market space. And already, the trend is usually contraction in demand in a competitive market different LAN Hai strategic consideration is how to create demand, breakthrough competition. The book not only for businesses thinking of the challenges and tell them how to achieve our goals. First, we introduced a set of analytical tools and fr a meworks to tell readers how to systematically deal with the challenges; Secondly, we set out a number of principles to distinguish between traditional LAN Hai strategies and competitive strategies.