Study on the contradiction in red ocean strategy based on TRIZ

In the red ocean strategy, contradiction between product diversification and cost was found. Without compromise of product diversification and cost. Blue ocean strategy of exploiting new customer value has be suggested to be used rather than red ocean strategy of competing in the existing market with established customer value. In this paper, the contradiction problem in red ocean strategy is solved by the application of TRIZ (Theory of Inventive Problem Solving) which is well known for solving contradictions in technical and innovative area. And then with the comparison of the blue ocean strategy and the solutions provided by TRIZ, a conclusion that TRIZ, to a certain degree, can be well applied in management can be boldly reached.