Blue Ocean Strategy And Value Innovation Tactics Study For A TFT Glass Substrates Company On Educational Tablet Market

The rapid changing of IT innovations and development impacts people’s life more andmore through the adoptions of digitalized contents and devices in all areas. Educationindustry is one of affected area. The adoptions of digital devices and technologies intoworldwide education market are beginning to occur. For example internet connectivity toschools, muti-media class rooms, new digital teaching and learning ways to improvelearning efficiency and effectiveness. Many market opportunities exist in education. Theadoption of digital learning potentially will make student’s backpack become light and lifeeasier. There are many countries are interesting in and some of them already start migrateand pilot run the digital leanings. China is preparing to standardize and deploy the digitalleanings as well. Recently, tablet PC already showing to start entering the digital learningmarket. Students can drop the heavy backpack by using digital textbook with tablet toreplace the traditional paper textbook. They can leverage the advantages of tablet toconnect the internet, interact with their schoolmates and teachers etc. to improve thelearning quality and effectiveness.Along with TFT LCD technology becomes mature, consumer electronic devicesmarket step into “Red ocean” competition. TFT-LCD industry profitability starts to decline.Educational tablet market growth seems imminent and may become to next “blue ocean”emerging market. Under current situation, company must do something differently towardsto this potential market in order to catch up the opportunity and win the business. Thereforea strategy study was held aimed to help the company to build up a “blue ocean” strategythrough value innovation.This thesis focused on company blue ocean strategy based value innovation tacticsstudy through educational tablet market analysis and leveraged the advantages of blueocean strategy framework and value innovation methodologies. Finally come outcompany’s value innovation tactics after analyzed the external&internal businessenvironment under blue ocean strategy and value innovation guidance. Described the valueinnovation tactics implementation processes and risk control. Based on summaries othersscholars and experts’ opinion and own study, come out the new opinion that the value innovation is not a one-time event. Company has to find out more blue ocean opportunitiescontinuously through value innovation concept and methodologies one after another. That’sthe only way can sustain the company “surfing in the blue ocean”.