BLUE OCEAN STRATEGY OF SONGCHENG HOLDINGS
ABSTRACT:Since the two books written by Michael E. Porter Competitive Strategy Techniques for Analyzing Industries and Competitors and Competitive Advantage were published,“competition”has become the key word of the strategic management. The cruel competition leads to the result that lots of companies failed. Howerve, those who finally dominated the market are not the real winners: the intense competition has led to slow or stagnant growth in demand.
In this case, the blue ocean strategy bring hope to troubled companies:beyond competition, reconstruction of the market boundary, using creativity, meeting the needs of neglected non-customer groups, enterprise can create its own development model and become the master of clean blue ocean.
In this paper, I will take Songcheng Holdings as an entry point to describe the content and analysis tools of blue oceans strategy,analyse the blue oceans strategy put into practice of Songcheng Holdings and give some advices to the future, set forth the significance of blue ocean strategy for the Chinese cultural enterprises.
Key words:Competition;Blue ocean strategy;Songcheng holdings