高阶竞争策略（中文版）

Go to Course: https://www.coursera.org/learn/advanced-competitive-strategy-zh

Introduction

### Course Review: 高阶竞争策略（中文版） - Advanced Competitive Strategy (Chinese Version) In today's highly competitive business landscape, understanding the nuances of competitive strategies is essential for sustaining and growing a successful enterprise. The course "高阶竞争策略（中文版）" (Advanced Competitive Strategy in Chinese) on Coursera offers an insightful exploration of advanced mechanisms that businesses can employ to secure their positions in the market effectively. This course serves as an excellent follow-up to the earlier "竞争策略" (Competitive Strategy) course, as it expands on new topics and integrates a wealth of real-world case studies, promoting higher levels of student engagement. #### Course Overview The "高阶竞争策略（中文版）" focuses on how businesses create and maintain their customer bases by leveraging conversion costs and strategic customer lock-in. This course emphasizes pricing discrimination and product differentiation to enhance revenue and explores strategic behavior under the constraints of EU competition policies and US antitrust laws. Participants will examine: - **Maintaining Your Customer Base**: Understand strategies that help preserve your customer base by analyzing switching points and the economic incentives competitors may offer to lure customers away. - **Determining Your Prices Wisely**: Learn how price discrimination can serve as a strategic tool to identify customers' buying willingness and improve utility, along with aligning these strategies with successful product design. - **Keeping Your Business Clean**: Gain insights into maintaining compliance with competitive regulations that impact businesses, particularly for new entrants or smaller companies. - **Increasing Your Returns**: Discover key concepts like network effects and firm boundaries that significantly affect a business’s profitability and strategy formulation. - **Strategies in Network Markets**: Investigate the competitive dynamics in network markets, underscoring critical scale advantages and how to enhance consumer engagement while mitigating perceived risks. - **Achieving Growth with the Help of Partners**: Discuss the trends, purposes, and processes of mergers and acquisitions, distinguishing between the two and identifying factors that can either hinder or facilitate these processes. - **Growing Organically**: Delve into the relationship between profitability and growth, learning how companies can expand organically by nurturing their existing customer bases and exploring new product and market opportunities. The course concludes with a final examination that allows participants to assess their understanding of the material presented throughout the modules. #### Who Should Take This Course? The "高阶竞争策略（中文版）" is ideal for business professionals, entrepreneurs, and students seeking a deeper understanding of competitive strategies in a global context. It is particularly beneficial for those involved in strategic planning, marketing, and business development roles who wish to enhance their strategic toolkit. #### Recommendations I highly recommend "高阶竞争策略（中文版）" for anyone eager to delve into advanced concepts in competitive strategy. The course balances theoretical frameworks with practical case studies, making complex concepts accessible and understandable. The interactive nature of the course promotes a rich learning environment where participants can engage with peers and instructors, ensuring a comprehensive grasp of the subject matter. Whether you're a seasoned executive looking to refine your strategic approach or a budding entrepreneur wanting to bolster your competitive edge, this course is an invaluable resource. Embrace the opportunity to learn from experts in the field and gain insights that can propel your business strategies to the next level. For those interested, you may also explore the original English version to compare and deepen your understanding. This bilingual approach to learning can enhance your grasp of competitive strategy across different cultural contexts, making it even more valuable in today’s interconnected business world. Enroll now and take your strategic thinking to unprecedented heights!

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。

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。

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。

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。

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。

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。

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。