顾客价值及转换 Customer Value and Switching

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From the course by Ludwig-Maximilians-Universität München (LMU)

高阶竞争策略（中文版）

79 оценки

Ludwig-Maximilians-Universität München (LMU)

高阶竞争策略（中文版）

79 оценки

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。】

From the lesson

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。

顾客忠诚度的重要性 Importance of Customer Loyalty 9:10

转换成本的类型 Types of Switching Costs 9:55

顾客价值及转换 Customer Value and Switching 5:02

Meet the Instructors

Tobias Kretschmer
Professor
Institute for Strategy, Technology and Organization

So, to find out how you can apply the concept of switching cost strategically

and how to prevent your consumers from switching,

you first need to understand what it is that makes them switch

so you can avoid exactly that.

At the same time, if you want to monitor your competitors

you also need to consider how much they would invest

to make consumers switch from your business to their business.

And we're now going to assess these questions based on two simple formulas.

But let's just recap.

What are the two questions we're interested in?

Two questions at first: when will a consumer switch to a new supplier?

And second, how much should a supplier invest to make the consumers switch?

So, how do we think about these two issues?

Well, the utility, the benefit that a consumer gets from switching to a new supplier,

basically consists of three parts.

First of all, there's an utility increase from switching,

so obviously the new product has to be better, the new service has to be better than the previous service.

So, this will be some positive deltas,

a positive increase from switching.

Second however, that's going to be reduced

by the fact that you incur switching costs as a user.

So, the customer incurs some switching cost

that is going to reduce the utility increase from switching.

And thirdly, firms often give you some sort of goody.

Some sort of special deal, special offer, special benefit if you switch

and that's the "G".

So, taking this equality,

under which circumstances will a consumer actually switch?

He's going to switch if the switching cost, C, is lower than

the sum of the utility increase from switching

plus the goody that you receive from the new supplier.

So, this is basically the inequality that says:

if the switching costs are lower than this sum, people are going to switch.

So, let's look at this in a short question.

So, if your consumers' utility increase from switching

is actually smaller than the sum of the switching costs

and the goody received from the new supplier,

then the consumer will decide to switch suppliers.

True or false?

Good, so this was looking at the whole problem from the consumer's point of view.

How much is it going to take to get a consumer to switch.

Let's now have a look at the supplier's point of view.

What are the profits for the new supplier from getting someone to switch?

So, we typically use "pi" as the symbol for profits.

So, profits for the new supplier basically consist of

the profit increase from the new consumer, that's again the delta.

So, you have a difference between not having this consumer

and now having him in your network, having acquired this consumer.

The supplier's switching costs.

These are basically the costs that you have to incur to make the consumer switch, right?

So, these could be advertising costs, marketing costs,

product development costs and so on.

Anything that makes the consumer want to switch.

And finally as I mentioned from the consumer's point of view

a new supplier has the option of giving a goody to the new consumer.

However, of course the goody here enters negatively

meaning that it lowers the profit because you as the supplier

have to spend money, you have to spend time, effort an so on,

to give the goody to the consumer.

Whereas, on the other side,

it's something that goes directly positively into the consumer's utility

because he gets the goody.

Now looking at this, again, from the supplier's side,

how much will a supplier invest to make a consumer switch?

Well, again taking the three symbols that we looked at, the three components we looked at,

he's going to invest, if the investment cost of of getting the consumer to switch

is lower than the profit increase from the new cosumer

minus the switching goody that you give to the new consumer.

So, let's have another in-video quiz.

And I'll see you back in one second.

Okay, so you now know at what point consumers are willing to switch.

And how much your competitors would want to invest to make your consumers theirs.

Let's now use this information strategically in the next video.

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