《蓝海策略》（英语：Blue Ocean Strategy），是由韩国学者金伟灿（W. Chan Kim）和法国学者勒妮·莫博涅（Renée Mauborgne）共同著作，于2005年出版的一本经济学畅销书。

书中主要为过去企业惯用的获益方程序：压低成本、抢占市占率、大量倾销等传统商业手法，称为红海策略，在现今市场竞争中产生的种种弊端，及其获利不易、成本提高等企业竞争力衰退事实找出根本原因。同时提出蓝海，开创尚未被开发之全新市场、创造独一无二价值等「新」商业手段作为解决方案。

借由「传统恶性削价竞争」所代表的红海市场与「开创新兴市场」所代表的蓝海市场两相对照，并附上多年来全球各大知名企业、团队之实例作为佐证，完全颠覆了传统商业一元化的获利思维，以全新创意为现今「后资本主义时代」那些深陷恶性竞争的企业找出一条全新的生存之道。

Blue Ocean Strategy is a book published in 2005 and written by W. Chan Kim and Renée Mauborgne, professors at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute. Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, Kim & Mauborgne argue that companies can succeed not by battling competitors, but rather by creating ″blue oceans″ of uncontested market space. They assert that these strategic moves create a leap in value for the company, its buyers, and its employees while unlocking new demand and making the competition irrelevant. The book presents analytical frameworks and tools to foster an organization's ability to systematically create and capture blue oceans. The expanded edition of Blue Ocean Strategy was published in February, 2015.   The expanded edition updates all strategic moves in the book, bringing their stories up to the present, and adds new chapters on achieving strategic alignment and avoiding red ocean traps as well as expanding the discussion on sustainability and renewal.