About this Course

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。】

Flexible deadlines

Reset deadlines in accordance to your schedule.

100% online

Start instantly and learn at your own schedule.

Approx. 10 hours to complete

Chinese (Simplified)

Flexible deadlines

Reset deadlines in accordance to your schedule.

100% online

Start instantly and learn at your own schedule.

Approx. 10 hours to complete

Chinese (Simplified)

Instructor

Instructor rating

4.5/5 (6 Ratings)

Tobias Kretschmer

Professor

Institute for Strategy, Technology and Organization

455,824 Learners

11 Courses

Syllabus - What you will learn from this course

Week

1

Week 1

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

简介 Introduction 1m

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 30m

Week

2

Week 2

1 hour to complete

明智地定价 Determine your Prices Wisely

1 hour to complete

8 videos (Total 29 min), 1 reading, 1 quiz

8 videos

简介 Introduction 1m

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 Wisely30m

Week

3

Week 3

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

简介 Introduction1m

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 30m

Week

4

Week 4

1 hour to complete

提高收益 Increase your Returns

1 hour to complete

11 videos (Total 50 min), 1 reading, 1 quiz

11 videos

简介 Introduction 2m

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 30m

Week

5

Week 5

1 hour to complete

适用于网络市场的策略 Strategies in Network Markets

1 hour to complete

7 videos (Total 46 min), 1 reading, 1 quiz

7 videos

简介 Introduction 30s

达到临界规模 Achieving Critical Mass 6m

提高关注及降低感知风险 Raising Attention and Downsizing Perceived Risks 9m

标准化策略 Strategies in Standardization 14m

了解目标市场 Knowing the Target Market3m

策略性定价 Strategic Pricing 11m

小结 Wrap Up 54s

1 reading

资源：课件 Resource: Lecture Slides10m

1 practice exercise

适用于网络市场的策略 Strategies in Network Markets 30m

Week

6

Week 6

2 hours to complete

借助合作伙伴实现增长 Achieve Growth with the Help of Partners

2 hours to complete

11 videos (Total 57 min), 1 reading, 1 quiz

11 videos

简介 Introduction40s

趋势 Trends 3m

差异 Differences 8m

兼并方和收购方的目标 Goals for Partners and Buyers 7m

目标公司的目的 Goals for Targets 3m

概述 Overview 5m

兼并前的考虑 Pre Merger Considerations 8m

兼并控制 Merger Control 3m

兼并后整合 Post Merger Integration 12m

合并中的成功 Success of M&As 4m

小结 Wrap Up52s

1 reading

资源：课件 Resource: Lecture Slides10m

1 practice exercise

借助合作伙伴实现增长 Achieve Growth with the Help of Partners 30m

Week

7

Week 7

1 hour to complete

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。

1 hour to complete

7 videos (Total 25 min), 1 reading, 1 quiz

Week

8

Week 8

1 hour to complete

最终考试 Final Exam

1 hour to complete

Reviews

4.8

23 reviews

5 stars
84.84%
4 stars
14.14%
3 stars
1.01%

TOP REVIEWS FROM 高阶竞争策略（中文版）

by WLFeb 21, 2020

this course is very good. But the Chinese translation sometimes cause misunderstanding, since they made some mistakes.

by LDFeb 15, 2016

very useful course. And thank for professor's clear instruction.

by SZSep 5, 2015

The course is more about business competitive strategy and there are lots of live examples. Thumb up!

by DZJun 13, 2022

It is a very good course. I learned about high-level competitive strategy from this course.

View all reviews

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高阶竞争策略（中文版）

高阶竞争策略（中文版）

About this Course