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。
高阶竞争策略（中文版）
Offered By
高阶竞争策略（中文版）
Ludwig-Maximilians-Universität München (LMU)
About this Course
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Approx. 23 hours to complete
Chinese (Simplified)
Subtitles: Chinese (Simplified), English, Portuguese (Brazilian)
Syllabus - What you will learn from this course
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。
1 hour to complete
8 videos (Total 41 min), 1 reading, 1 quiz
8 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
1 reading
资源：课件 Resource: Lecture Slides10m
1 practice exercise
维护顾客群 Maintaining your Customer Base 22m
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。
1 hour to complete
8 videos (Total 29 min), 1 reading, 1 quiz
8 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
1 reading
资源：课件 Resource: Lecture Slides10m
1 practice exercise
明智地定价 Determine your Prices Wisely24m
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。
1 hour to complete
9 videos (Total 39 min), 1 reading, 1 quiz
9 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
1 reading
资源：课件 Resource: Lecture Slides10m
1 practice exercise
保持业务符合竞争规则 Keep Your Business Clean 22m
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。
1 hour to complete
11 videos (Total 50 min), 1 reading, 1 quiz
11 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
1 reading
资源：课件 Resource: Lecture Slides10m
1 practice exercise
提高收益 Increase your Returns 20m
Reviews
4.8
TOP REVIEWS FROM 高阶竞争策略（中文版）
by YYJan 5, 2017
having studied competitive strategy and now moving on with advanced strategy course. It illustrate more details to me which will help the work. Also the knowledge obtained involve lots of new ideas.
by NNApr 29, 2016
整体还是不错的，内容详实紧凑，贴近生活，随堂测验也是个不错的，对课程的一个小结。\n\n但是有几点：\n\n1.中文化翻译感觉好深奥啊，不知道是不是我自己对这方面太缺乏知识了，看得有点绕\n\n2.有些视频加载不出字幕，或者只有英文字幕，对于英语不好的来说，有点小困难
by WLFeb 21, 2020
this course is very good. But the Chinese translation sometimes cause misunderstanding, since they made some mistakes.
by SZSep 5, 2015
The course is more about business competitive strategy and there are lots of live examples. Thumb up!
by HZFeb 25, 2016
Not difficult to understand,interesting,helpful when making choices.
by CCNov 23, 2016
I've know many skills in competition with many true cases. Thanks!
by LDFeb 15, 2016
very useful course. And thank for professor's clear instruction.
by FDDec 29, 2015
An interesting course and thank you for translating it.
About Ludwig-Maximilians-Universität München (LMU)
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