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与之前的“竞争策略”(https://www.coursera.org/learn/competitivestrategyzh)相比,“高阶竞争策略”课程将在讲解新课题和新模块的同时,结合更多实际案例并提供更多与学生互动交流的机会。 在“高阶竞争策略”课程中,我们将研究企业如何通过增加转换成本和推进战略客户锁定来建立和维护客户群。探索企业如何通过寻求适当的价格歧视和产品差异化策略来提高收益。 我们将举例介绍在欧盟竞争政策和美国反垄断政策前提下可接受的行为,并且找到企业通过战略性利用网络效应和规模经济来增加回报的方法。我们会进一步强化新学的有关网络效应的知识,并讨论专门为网络市场定制的策略。 我们还会分析兼并和收购的运作方式,此外,帮助您思考有助于公司有机增长的其他策略。 This is a Chinese version of Advanced Competitive Strategy. You can find the original course in English from our course catalog. 【 此版本是Coursera首次尝试推出的中文翻译版。课程视频为英文原版附中文字幕,课程页面和测验已译成中文,帮助中心提供中文支持。此版本仍在测试中,欢迎批评指正。】...
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Approx. 20 hours to complete

Sugerido: 视频和测验共7.5小时...
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Chinese (Simplified)

Legendas: Chinese (Simplified), English, Portuguese (Brazilian)...
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Approx. 20 hours to complete

Sugerido: 视频和测验共7.5小时...
Comment Dots

Chinese (Simplified)

Legendas: Chinese (Simplified), English, Portuguese (Brazilian)...

Programa - O que você aprenderá com este curso

Week
1
Clock
1 hora para concluir

维护顾客群 Maintaining your Customer Base

本模块中,我们将研究有助于维护客户群的策略。为此,我们将采用分析的方法,以帮助我们了解客户转向竞争对手的点以及竞争对手为获得我们的客户所愿意花费金钱的数量。基于这种了解,我们将得出有助于我们战略性地锁定客户的适用策略。采用该策略时需谨记,客户也可能采取他们自己的策略以避免被锁定,而且我们的竞争对手将寻求使用一些策略来挖走我们的客户。...
Reading
8 vídeos (Total de 41 min), 1 leitura, 1 teste
Video8 videos
顾客忠诚度的重要性 Importance of Customer Loyalty 9min
转换成本的类型 Types of Switching Costs 9min
顾客价值及转换 Customer Value and Switching 5min
旧供应商 Old Suppliers 7min
顾客 Customers 3min
新供应商 New Suppliers 2min
小结 Wrap Up 1min
Reading1 leituras
资源:课件 Resource: Lecture Slides10min
Quiz1 exercício prático
维护顾客群 Maintaining your Customer Base 22min
Week
2
Clock
1 hora para concluir

明智地定价 Determine your Prices Wisely

我们将价格歧视的好处看作是战略工具,有助于我们分清顾客的购买意愿,并且相应地提高效用。然后,我们会学习将价格歧视策略与成功的产品设计相匹配的不同方法,以及制定价格歧视策略的三种不同方式。...
Reading
8 vídeos (Total de 29 min), 1 leitura, 1 teste
Video8 videos
价格歧视 I:歧视的原因 Price Discrimination I: Reasons to Discriminate 2min
价格歧视 II:与产品差异化同步 Price Discrimination II: Synchronization with Product Differentiation 3min
一级价格歧视 First Degree Price Discrimination 3min
二级价格歧视 Second Degree Price Discrimination 10min
三级价格歧视 Third Degree Price Discrimination 3min
跨期定价 Intertemporal Pricing2min
小结 Wrap Up 1min
Reading1 leituras
资源:课件 Resource: Lecture Slides10min
Quiz1 exercício prático
明智地定价 Determine your Prices Wisely24min
Week
3
Clock
1 hora para concluir

保持业务符合竞争规则 Keep Your Business Clean

本模块中,我们将介绍如果想要运行一家公司,必须谨记有某些有权利的外部实体(即所谓的竞争委员会)高度重视和保障竞争。如果您的公司是新公司或者相对较小,外部实体会支持您的公司并提供机会,否则,您的公司可能会被更大的在位公司打垮;如果您的公司已经达到一定的规模,您已获得较大的市场势力,他们也可能为您带来危险。 ...
Reading
9 vídeos (Total de 39 min), 1 leitura, 1 teste
Video9 videos
竞争政策的原因 Reasons for Competition Policy 7min
手段 Instruments 1min
卡特尔协议 Cartel Agreements 3min
对卡特尔有利的因素 Factors Favoring Cartels 1min
示例 Examples 3min
定义市场及衡量市场势力 Defining Markets and Measuring Market Power 11min
市场圈定的形式 Forms of Market Forclosure 6min
小结 Wrap Up min
Reading1 leituras
资源:课件 Resource: Lecture Slides10min
Quiz1 exercício prático
保持业务符合竞争规则 Keep Your Business Clean 22min
Week
4
Clock
1 hora para concluir

提高收益 Increase your Returns

本模块中,我们将讨论两个可以用来提高公司收益的非常重要的新概念:网络效应和企业边界。我们将发现,在制定商业策略时考虑这两个概念有助于我们提高策略效果最终提高收益。 ...
Reading
11 vídeos (Total de 50 min), 1 leitura, 1 teste
Video11 videos
网络商品 Network Goods 4min
网络效应 I:直接网络效应 Network Effects I: Direct Network Effects 7min
网络效应 II:间接网络效应 Network Effects II: Indirect Network Effects 4min
网络行业中的市场结构 Market Structure in Network Industries 5min
规模经济 Economies of Scale 3min
范围经济 Economies of Scope3min
规模和范围不经济 Diseconomies of Scale & Scope 3min
外购的原因 Reasons to Buy7min
自制的原因 Reasons to Make 5min
小结 Wrap Up 1min
Reading1 leituras
资源:课件 Resource: Lecture Slides10min
Quiz1 exercício prático
提高收益 Increase your Returns 20min

Instrutores

Tobias Kretschmer

Professor
Institute for Strategy, Technology and Organization

Sobre Ludwig-Maximilians-Universität München (LMU)

As one of Europe's leading research universities, LMU Munich is committed to the highest international standards of excellence in research and teaching. Building on its 500-year-tradition of scholarship, LMU covers a broad spectrum of disciplines, ranging from the humanities and cultural studies through law, economics and social studies to medicine and the sciences....

Perguntas Frequentes – FAQ

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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