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Tobias Kretschmer
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。
Read more
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。
Read more
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。】
Register for this course and see more details by visiting:
OpenCourser.com/course/ix4634/Gao
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What's inside
Syllabus
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。
Read more
Syllabus
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。
Read more
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。
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。
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。
适用于网络市场的策略 Strategies in Network Markets
我们将以模块4中的知识为基础，调查网络市场的竞争情况、普及率和临界规模的优势。接下来，我们将学习为何达到临界规模点至关重要。我们还会讨论公司用以提高潜在消费者关注并减少其感知风险的方法。
借助合作伙伴实现增长 Achieve Growth with the Help of Partners
我们将介绍兼并和收购的趋势、目的和运作流程，区分二者的不同，并调查阻碍该程序的内外部因素。我们还将探索在您已为公司确定了合适的匹配的情况下，促使兼并成功或收购具有价值的突出优势，最后，我们将了解现实世界中并购活动涉及的程序。
有机增长 Grow Organically
在这个特别附赠的模块中，我们将讨论盈利能力和增长的关系以及小企业面临的限制这两个方面的问题。我们将学习什么是有机增长，公司如何通过保护和建立现有客户群和产品线或者发展新的产品和市场（或者反过来，多样化产品组合）来实现有机增长。我们将说明企业增长面临的内外部限制，最后，我们还将调查企业通过国际化策略来实现增长的可能性。
最终考试 Final Exam
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
拓展了转换成本，整合了更多案例，提供了更多交流互动。
分析了构建和维护客户群体的策略以及提高收益的策略。
探讨了欧盟和美国的竞争政策，并考察了企业通过网络效应和规模经济增加回报的方法。
涵盖了兼并和收购，以及公司有机增长的其他策略。
由托比亚斯·克雷奇默教授授课，他是该领域的专家。
需要英文听力基础，因为课程视频为英文原版附中文字幕。
Save this course
Save 高阶竞争策略（中文版） to your list so you can find it easily later:
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Reviews summary
Advanced strategies for higher revenue
This course on advanced competitive strategy delves into strategies for increasing customer loyalty, implementing effective pricing, understanding competition regulations, leveraging network effects, and exploring growth opportunities through partnerships and organic growth. Students who complete this course will be well-equipped to develop and implement competitive strategies that drive higher revenue for their organizations.
Students are satisfied with the course.
"优质课程，我会复习的。"
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in 高阶竞争策略（中文版） with these
activities:
寻找高阶竞争战略导师
Show steps
通过寻找一位导师，你可以获得宝贵的指导和支持，从而增强你的学习效果。
Browse courses on
Mentorship
Show steps
-
确定你想学习的具体领域
-
研究潜在的导师
-
联系你感兴趣的导师
-
建立导师关系
志愿服务与行业专家互动
Show steps
通过志愿服务，你可以与行业专家互动，并获得宝贵的经验和见解。
Browse courses on
Networking
Show steps
-
寻找一个与课程内容相关的志愿者机会
-
联系组织并表达你的兴趣
-
在活动中参与并学习
-
向行业专家提问并建立联系
提升收益的在线课程
Show steps
通过参加在线课程，你可以学习和练习提升收益的技巧和策略。
Show steps
-
寻找一个关于提升收益的在线课程
-
注册并参加课程
-
完成所有课程材料和作业
-
将你学到的知识应用到你的实际工作中
Three other activities
Expand to see all activities and additional details
Show all six activities
分析定价策略案例
Show steps
通过练习分析定价策略案例，你可以提高制定和实施有效定价策略的能力。
Browse courses on
Pricing Strategy
Show steps
-
选择一个真实的定价策略案例
-
分析案例中使用的定价策略
-
评估所选策略的优点和缺点
-
提出改进策略的建议
启动有机增长项目
Show steps
通过启动一个有机增长项目，你可以亲身体验如何实施增长策略并实现业务目标。
Browse courses on
Growth Strategies
Show steps
-
定义你的增长目标
-
研究你的目标市场
-
制定一个增长策略
-
实施你的策略
-
监控你的结果并进行调整
竞争战略计划书
Show steps
通过编写一份竞争战略计划书，你可以综合应用你在本课程中所学到的知识和技能。
Browse courses on
Competitive Strategy
Show steps
-
分析你的竞争环境
-
确定你的竞争优势
-
制定一个竞争战略
-
写一份竞争战略计划书，概述你的战略
寻找高阶竞争战略导师
Show steps
通过寻找一位导师，你可以获得宝贵的指导和支持，从而增强你的学习效果。
Browse courses on
Mentorship
Show steps
Show steps
Show steps
- 确定你想学习的具体领域
- 研究潜在的导师
- 联系你感兴趣的导师
- 建立导师关系
志愿服务与行业专家互动
Show steps
通过志愿服务，你可以与行业专家互动，并获得宝贵的经验和见解。
Browse courses on
Networking
Show steps
Show steps
Show steps
- 寻找一个与课程内容相关的志愿者机会
- 联系组织并表达你的兴趣
- 在活动中参与并学习
- 向行业专家提问并建立联系
提升收益的在线课程
Show steps
通过参加在线课程，你可以学习和练习提升收益的技巧和策略。
Show steps
Show steps
Show steps
- 寻找一个关于提升收益的在线课程
- 注册并参加课程
- 完成所有课程材料和作业
- 将你学到的知识应用到你的实际工作中
Three other activities
Expand to see all activities and additional details
Show all six activities
分析定价策略案例
Show steps
通过练习分析定价策略案例，你可以提高制定和实施有效定价策略的能力。
Browse courses on
Pricing Strategy
Show steps
Show steps
Show steps
- 选择一个真实的定价策略案例
- 分析案例中使用的定价策略
- 评估所选策略的优点和缺点
- 提出改进策略的建议
启动有机增长项目
Show steps
通过启动一个有机增长项目，你可以亲身体验如何实施增长策略并实现业务目标。
Browse courses on
Growth Strategies
Show steps
Show steps
Show steps
- 定义你的增长目标
- 研究你的目标市场
- 制定一个增长策略
- 实施你的策略
- 监控你的结果并进行调整
竞争战略计划书
Show steps
通过编写一份竞争战略计划书，你可以综合应用你在本课程中所学到的知识和技能。
Browse courses on
Competitive Strategy
Show steps
Show steps
Show steps
- 分析你的竞争环境
- 确定你的竞争优势
- 制定一个竞争战略
- 写一份竞争战略计划书，概述你的战略
Career center
Learners who complete 高阶竞争策略（中文版） will develop knowledge and skills
that may be useful to these careers:
Supply Chain Manager
Supply Chain Manager
A Supply Chain Manager is responsible for the planning, execution, and control of the supply chain. This course may be useful for Supply Chain Managers because it can help them build a foundation in advanced competitive strategy, which can be helpful for planning, executing, and controlling the supply chain to improve business performance.
Investment Analyst
Investment Analyst
An Investment Analyst is responsible for analyzing investment opportunities and making recommendations to clients. This course may be useful for Investment Analysts because it can help them build a foundation in advanced competitive strategy, which can be helpful for analyzing investment opportunities and making recommendations to clients.
Project Manager
Project Manager
A Project Manager is responsible for planning, executing, and closing projects. This course may be useful for Project Managers because it can help them build a foundation in advanced competitive strategy, which can be helpful for planning, executing, and closing projects successfully.
Sales Manager
Sales Manager
A Sales Manager is responsible for the development and implementation of sales strategies. This course may be useful for Sales Managers because it can help them build a foundation in advanced competitive strategy, which can be helpful for developing and implementing sales strategies that are successful in the marketplace.
Business Analyst
Business Analyst
A Business Analyst is responsible for analyzing business processes and identifying opportunities for improvement. This course may be useful for Business Analysts because it can help them build a foundation in advanced competitive strategy, which can be helpful for analyzing business processes and identifying opportunities for improvement.
Data Analyst
Data Analyst
A Data Analyst is responsible for collecting, analyzing, and interpreting data to identify trends and patterns. This course may be useful for Data Analysts because it can help them build a foundation in advanced competitive strategy, which can be helpful for collecting, analyzing, and interpreting data to identify trends and patterns that can be used to improve business performance.
Financial Analyst
Financial Analyst
A Financial Analyst is responsible for analyzing financial data to identify trends and patterns. This course may be useful for Financial Analysts because it can help them build a foundation in advanced competitive strategy, which can be helpful for analyzing financial data to identify trends and patterns that can be used to improve business performance.
Product Manager
Product Manager
A Product Manager is responsible for the development and marketing of a product. This course may be useful for Product Managers because it can help them build a foundation in advanced competitive strategy, which can be helpful for developing and marketing products that are successful in the marketplace.
Operations Manager
Operations Manager
An Operations Manager is responsible for the day-to-day operations of a business. This course may be useful for Operations Managers because it can help them build a foundation in advanced competitive strategy, which can be helpful for developing and implementing strategies to improve the efficiency and effectiveness of business operations.
Risk Manager
Risk Manager
A Risk Manager is responsible for identifying, assessing, and mitigating risks. This course may be useful for Risk Managers because it can help them build a foundation in advanced competitive strategy, which can be helpful for identifying, assessing, and mitigating risks to business operations.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for the development and implementation of marketing campaigns. This course may be useful for Marketing Managers because it can help them build a foundation in advanced competitive strategy, which can be helpful for developing and implementing marketing campaigns that are successful in the marketplace.
Market Researcher
Market Researcher
A Market Researcher is responsible for conducting research to identify and analyze market trends. This course may be useful for Market Researchers because it can help them build a foundation in advanced competitive strategy, which can be helpful for conducting research to identify and analyze market trends.
Strategy Consultant
Strategy Consultant
A Strategy Consultant helps organizations develop and implement strategies to achieve their goals. This course may be useful for Strategy Consultants because it can help them build a foundation in advanced competitive strategy, which can be helpful for developing and implementing strategies to help organizations achieve their goals.
Business Consultant
Business Consultant
A Business Consultant works with clients to improve their business by providing advice and assistance. This course may be useful for Business Consultants because it can help them build a foundation in advanced competitive strategy, which can be helpful for developing and implementing strategies to help clients improve their businesses.
Management Consultant
Management Consultant
A Management Consultant helps organizations improve their performance by providing advice and assistance. This course may be useful for Management Consultants because it can help them build a foundation in advanced competitive strategy, which can be helpful for developing and implementing strategies to help organizations improve their performance.
For more career information including salaries, visit:
OpenCourser.com/course/ix4634/Gao
Reading list
We've selected 15 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
高阶竞争策略（中文版）.
Save
Provides a comprehensive overview of the concepts and frameworks used in competitive strategy analysis, including Porter's Five Forces model. It classic work in the field and is highly recommended for anyone interested in learning more about competitive strategy.
Save
Provides a clear and concise framework for developing and evaluating business strategies. It is written in a non-technical style and is accessible to readers of all levels.
Explores the challenges that established companies face when they are confronted with disruptive technologies. It provides insights into how companies can avoid the innovator's dilemma and stay ahead of the competition.
Save
Introduces the concept of blue ocean strategy, which way of creating new market space and making the competition irrelevant. It provides a step-by-step framework for developing and implementing blue ocean strategies.
Provides a practical guide to building a successful startup using the lean startup methodology. It teaches readers how to test their ideas quickly and cheaply, and how to pivot their businesses as needed.
Save
Provides a practical guide to getting customers for your startup. It covers a wide range of topics, from marketing and sales to customer service and retention.
Provides a behind-the-scenes look at the challenges and rewards of building a successful startup. It is written by Ben Horowitz, a successful entrepreneur and investor, and is full of practical advice and insights.
Provides a unique perspective on building a successful startup. It is written by Peter Thiel, a successful entrepreneur and investor, and is full of thought-provoking insights and ideas.
Identifies and discusses the common pitfalls that startups face. It provides advice on how to avoid these pitfalls and increase your chances of success.
Save
Provides a practical guide to the legal and financial aspects of starting a business. It is written by two experienced venture capitalists and is full of valuable advice and insights.
This ancient Chinese military treatise provides insights into the principles of strategy and competition. It classic work that is still relevant today and can be applied to a wide range of situations, including business.
Provides a framework for personal and professional effectiveness. It popular book that has sold over 25 million copies worldwide. It can help readers develop the habits and skills needed to succeed in business and in life.
Save
Explores the two systems of thinking that the human brain uses: System 1, which is fast, intuitive, and emotional, and System 2, which is slow, deliberate, and rational. It provides insights into how these two systems interact and how they can be used to make better decisions.
Save
Explores the irrational ways that people make decisions. It provides insights into how our emotions, biases, and social influences can affect our decision-making. It can help readers understand the hidden forces that shape their own decisions and the decisions of others.
Explores the concept of nudges, which are small changes to the environment that can influence people's behavior. It provides insights into how nudges can be used to promote positive behaviors and improve decision-making. It can help readers understand how to use nudges to improve their own lives and the lives of others.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/ix4634/Gao
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Effort
视频和测验共7.5小时
Via
Coursera
Institution
Ludwig-Maximilians-Universität München (LMU)
Instructor
Tobias Kretschmer
Language
中文
Transcripts
English
Português
Good to know
拓展了转换成本，整合了更多案例，提供了更多交流互动。
分析了构建和维护客户群体的策略以及提高收益的策略。
探讨了欧盟和美国的竞争政策，并考察了企业通过网络效应和规模经济增加回报的方法。
涵盖了兼并和收购，以及公司有机增长的其他策略。
由托比亚斯·克雷奇默教授授课，他是该领域的专家。
需要英文听力基础，因为课程视频为英文原版附中文字幕。
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