Competitive Strategy

所在平台: Coursera

课程主页: https://www.coursera.org/learn/competitive-strategy

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课程简介

课程名称：竞争策略 课程概述：在这个六模块的课程中，您将学习企业和组织在战略决策相互依赖的情境下的行为，即我的行动如何影响竞争对手的利润，反之亦然。我们将利用博弈论的基本工具，分析企业选择策略以获得竞争优势的方式。 本课程也提供中文版本，请前往我们的课程目录访问《竞争策略》的中文版本。 课程大纲： 第一部分：关注竞争对手 描述：本模块介绍博弈论的基本概念，并通过战略游戏学习竞争者分析。我们回答“什么是战略？”并探讨确定最佳战略或主导战略的不同方法。我们讨论纳什均衡与囚徒困境的概念，并学习预测和考虑其他参与者的行动的重要性。最后，我们分析从同时博弈转变为顺序博弈后的结果。 第二部分：企业为何合作 描述：根据经济理论，企业在市场中互相竞争；但在现实中，它们往往友好地合作。本模块试图理解这一策略及其对参与组织的好处。我们评估促进或阻碍合作的因素，并应用于不同的实例中。 第三部分：互补产品与战略合作伙伴关系 描述：本模块介绍互补产品及其经济含义。我们研究企业为何喜欢捆绑销售其产品，以及互补性如何产生转换成本。还讨论了互补产品公司间协调的重要性，最后，我们看待战略合作伙伴关系作为对齐公司利益的强有力工具。 第四部分：进入新市场 描述：本模块关注市场进入。我们首先查看评估市场吸引力的不同工具，然后讨论进入新市场的有效战略，如定位和营销策略。接下来的分析则从另一个角度出发，探讨已建立企业如何防止新竞争者进入市场。 第五部分：为何关注研究与开发 描述：在研发背景下，涌现出一些重要的战略问题。本模块将深入审视这些问题。尽管许多创新是在偶然中产生的，但似乎大多数创新是因为发明者积极追求特定的创新与差异化战略。 第六部分：明智地设计产品 描述：本模块关注产品设计和定价战略的战略方面。我们分析企业如何调整产品以降低市场竞争压力。随后，讨论适用于产品设计和定价的一些通用战略，并探讨在这些战略之间陷入困境的问题。

课程大纲

Part: 1

Title:Take Care of Your Competitors

Description:In this module, we introduce the basic concepts of game theory and use strategic games to learn competitor analysis. We answer “what is a strategy?” and look at the different ways to determine a best or dominant strategy. We also discuss the concepts of Nash Equilibrium and Prisoners’ Dilemma - and learn that it is important to anticipate and take into consideration the actions of the other players. Lastly, we analyse what happens when we change the game from simultaneous (where everybody acts at the same time) to sequential (where players move after each other).

Part: 2

Title:Why Firms Work Together

Description:According to economic theory, companies compete with each other in the marketplace. In reality, they are often friendly and cooperate with each other. In this module, we attempt to understand this strategy, and why it is good for the organizations involved. With this, we evaluate the factors that encourage or hinder cooperation and apply them in different examples.

Part: 3

Title:Complementary Products and Strategic Partnerships

Description:In this module, we introduce complements and discuss what they mean to us in economic terms. We study why companies like to sell their products in a bundle - and how complementarity creates switching costs. We also discuss the importance of that coordination among companies with complementary products. Finally, we look at strategic partnerships as a powerful tool to align companies’ interests in this specific setting.

Part: 4

Title:Entering a New Market

Description:This module is about market entry. We first look at different tools to assess the attractiveness of a market – and then discuss strategies that have proven to be helpful for entering a new market, such as positioning and marketing strategies. We also look from the other perspective, and analyse what established businesses can do to keep new competitors out of the market.

Part: 5

Title:Why Worry About Research and Development

Description:In the context of R&D, a number of important strategic questions arise consistently; in this module, we take a closer look at these questions. Though many innovations are created by a stroke of luck, it seems that the majority of innovations are created because their inventors actively strive towards this specific innovation and differentiation strategy.

Part: 6

Title:Designing Products Wisely

Description:In this module, we focus on strategic aspects of product design and pricing strategy. We analyse how companies can adjust their products in a way that lowers the competitive pressure in the market. Later on, we look at some generic strategies for product design and pricing – and discuss the problems related to being stuck between these strategies.

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