藍海戰略 - 如何設計與衆不同的價值曲線

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"藍海戰略，講的就是如何通過用戶的需求分析，找一個新的藍海市場。可以簡單把它理解爲幫助我們思考如何設計差異化競爭戰略的工具。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"首先，我們需要了解客戶的需求有哪些要素構成。以美國西南航空爲例。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"客戶在旅行方面的需求要素包括價格、餐飲、候機室、可供選擇的座艙等級、中轉樞紐、友好服務、速度，以及點對點直飛的班次頻度。所謂差異化，就是在不同的要素之間，進行增刪改。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/d5/d59c2b4f132c023782b418f3249e89f2.jpeg","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一般的航空公司大部分要素都趨於中間值，而如果選擇汽車旅行的話，速度太慢。那麼是不是還有一部分人，是既要速度，又要價格便宜的呢？顯而易見，這部分人羣有很多。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"好，那現在我們基於上面幾個要素，重置一個價值曲線，那要怎麼做？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第一步，先剔除一些行業裏認爲應該有，但實際可以沒有的元素。比如選擇座艙等級。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第二步，哪些要素可以減少？中轉樞紐、候機室、餐飲選擇，全部使用同一型號的飛機，可以降低維護成本。這些要素的減少，使得成本大幅度降低，就可以讓銷售價格降低。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第三步，哪些要素可以增加？速度與服務，點對點直飛，周到的服務。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第四步，有沒有可以創造的新要素？這裏並沒有新增，但在某些行業裏是可以新增屬性的。比如有些火鍋店開始賣奶茶了。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這樣通過剔除、創造、減少、增加4個步驟就能在原來的客戶要素之間畫出一條新的價值曲線。只要這部分用戶足夠多，那麼這就是一個新的藍海市場。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"注意事項：","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1、剔除和創造是最難的兩步步驟，因爲這意味着你打破傳統，這裏有很多成功的案例，但同樣也有很多失敗的案例。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2、在新的價值曲線裏，一定要突出重點，和其他競爭對手相比，你需要具有明顯的屬於自己的特徵。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3、新的價值曲線出來後，還要思考，這個財務賬算得過來嗎？自己有能力做出產品來嗎？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"像案例裏的西南航空，它的主題就是“支付汽車旅行消費的價格，讓你享受飛機直達目的地的速度。”","attrs":{}}]}]}