About this Course
4.8
79 ratings
19 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 22 hours to complete

Suggested: 视频和测验共7.5小时...
Available languages

Chinese (Simplified)

Subtitles: Chinese (Simplified), English, Portuguese (Brazilian)
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 22 hours to complete

Suggested: 视频和测验共7.5小时...
Available languages

Chinese (Simplified)

Subtitles: Chinese (Simplified), English, Portuguese (Brazilian)

Syllabus - What you will learn from this course

Week
1
Hours to complete
1 hour to complete

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 videos (Total 41 min), 1 reading, 1 quiz
Video8 videos
顾客忠诚度的重要性 Importance of Customer Loyalty 9m
转换成本的类型 Types of Switching Costs 9m
顾客价值及转换 Customer Value and Switching 5m
旧供应商 Old Suppliers 7m
顾客 Customers 3m
新供应商 New Suppliers 2m
小结 Wrap Up 1m
Reading1 reading
资源:课件 Resource: Lecture Slides10m
Quiz1 practice exercise
维护顾客群 Maintaining your Customer Base 22m
Week
2
Hours to complete
1 hour to complete

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 videos (Total 29 min), 1 reading, 1 quiz
Video8 videos
价格歧视 I:歧视的原因 Price Discrimination I: Reasons to Discriminate 2m
价格歧视 II:与产品差异化同步 Price Discrimination II: Synchronization with Product Differentiation 3m
一级价格歧视 First Degree Price Discrimination 3m
二级价格歧视 Second Degree Price Discrimination 10m
三级价格歧视 Third Degree Price Discrimination 3m
跨期定价 Intertemporal Pricing2m
小结 Wrap Up 1m
Reading1 reading
资源:课件 Resource: Lecture Slides10m
Quiz1 practice exercise
明智地定价 Determine your Prices Wisely24m
Week
3
Hours to complete
1 hour to complete

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 videos (Total 39 min), 1 reading, 1 quiz
Video9 videos
竞争政策的原因 Reasons for Competition Policy 7m
手段 Instruments 1m
卡特尔协议 Cartel Agreements 3m
对卡特尔有利的因素 Factors Favoring Cartels 1m
示例 Examples 3m
定义市场及衡量市场势力 Defining Markets and Measuring Market Power 11m
市场圈定的形式 Forms of Market Forclosure 6m
小结 Wrap Up 57s
Reading1 reading
资源:课件 Resource: Lecture Slides10m
Quiz1 practice exercise
保持业务符合竞争规则 Keep Your Business Clean 22m
Week
4
Hours to complete
1 hour to complete

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 videos (Total 50 min), 1 reading, 1 quiz
Video11 videos
网络商品 Network Goods 4m
网络效应 I:直接网络效应 Network Effects I: Direct Network Effects 7m
网络效应 II:间接网络效应 Network Effects II: Indirect Network Effects 4m
网络行业中的市场结构 Market Structure in Network Industries 5m
规模经济 Economies of Scale 3m
范围经济 Economies of Scope3m
规模和范围不经济 Diseconomies of Scale & Scope 3m
外购的原因 Reasons to Buy7m
自制的原因 Reasons to Make 5m
小结 Wrap Up 1m
Reading1 reading
资源:课件 Resource: Lecture Slides10m
Quiz1 practice exercise
提高收益 Increase your Returns 20m

Instructor

Avatar

Tobias Kretschmer

Professor
Institute for Strategy, Technology and Organization

About 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....

Frequently Asked Questions

  • 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.

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