Preliminary Exploration of the Application of Blue Ocean Strategy to Product Design

• Main Authors: Cheng-chih Hung, 洪政置
• Other Authors: Chih-Hsiang Ko
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/2sxu9b

碩士 === 國立臺灣科技大學 === 設計研究所 === 95 === 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 Taiwanese companies are not good at opening new markets and are lack of systematic methods. Therefore, this research tried to explore the method of applying the blue ocean strategy to product design from the viewpoint of the blue ocean strategy and by ways of literature reviews and case studies. After summing up research findings, the results were concluded as follows. 1.The use of the blue ocean strategy can achieve value innovation, create customer benefits and increase demands effectively to open new markets without competition. 2.The blue ocean strategy can be used in product planning process to set up blue ocean ideas as bases for subsequent development of product form. 3.There are four stages of applying the blue ocean strategy. Preliminary analysis: focus on the basic data for further analysis. Execute blue oceans: focus on the setting up of preliminary blue ocean ideas. Idea examination: focus on the examination of preliminary ideas to output full blue ocean ideas. Appearance design: focus on the application of blue ocean ideas for appearance design of products. 4.The strategy canvas can be used to analyze competition status. The execution of blue ocean ways, four actions framework, rules of competition and imitation barriers to create blue ocean ideas. Finally, the use of strategy canvas and strategic planning to examine ideas again to output full blue ocean ideas