规模经济 Economies of Scale

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Из курса от партнера 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。】

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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。

规模经济 Economies of Scale 3:53

范围经济 Economies of Scope3:24

规模和范围不经济 Diseconomies of Scale & Scope 3:37

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Tobias Kretschmer
Professor
Institute for Strategy, Technology and Organization

We're now going to leave the field of network effects

and look at new ways in which you can increase your returns.

Making smart decisions about the boundaries that determine your firm

can help you take advantage of economies of scale and scope.

So, looking at horizontal firm boundaries

and specifically, let's look at economies of scale.

What are they, and what determines

the degree of economies of scale that we're facing within our firm?

So, economies of scale defined means that the average cost of producing a good

decline with a quantity of output.

In other words, it doesn't matter how much I've produced before

how much I've produced yesterday or ten years before.

What matters is how much I produce today, right?

And the more I produce today, the lower my average costs are.

Learning economies, on the other hand, means that

the average costs of producing a good decline with a cumulative quantity of output.

In other words, how much I've produced yesterday

will determine how efficiently I can produce today.

And finally, the economies of scope imply that

there are cost savings when we are producing different goods and services

within one roof or under one roof, right?

So, where learning economies and economies of scale refer to

the same activity, to the same product that's being produced,

economies of scope refer to different products,

but all produced under the same roof.

Now, what are sources of economies of scale?

Well, fixed costs to begin with.

Certain inputs within a production process cannot fall below a minimum.

So, let's say you need one particular type of machine

that's necessary to start producing anything.

Then even if you produce one bun or if you produce a hundred buns,

you're still going to need an oven, right?

And that's going to mean that you always need an outlay of one oven

as soon as you start baking.

This means that increasing the volume of production

will eventually spread the fixed cost over more units, right?

So, if you bought an oven just to produce one bun

then the entire cost of buying the oven would have to be integrated

into the average cost of that one bun.

On the other hand, if you produce 100, then you can divide to cost

of buying the oven by 100 to get the average cost of the bun.

Inventories means that you can carry as a firm an inventory

to avoid stock out, right?

So, think of an ice cream parlor,

you're going to want to have some extra inventory in case that,

let's say, the strawberry type of ice cream becomes very popular.

Bigger firms can end up affording or can afford to keep smaller inventories

reletive to the sales volume compared to smaller firms

because demand is simply less variable.

In other words, if you have two branches,

and in one, strawberry tends to be very popular,

but in the other one, vanilla is much more popular,

then you're only going to have to keep, relatively speaking,

a lower extra inventory than if you only had one outlet, one branch.

So, these are the main sources of economies of scale

and let's now test your knowledge in this in-video quiz.

As you've seen, leveraging economies of scale is a valuable tool

that can help you increase your returns by producing a large number of goods.

And a similar effect can be achieved by economies of scope

as we shall see in the next video.

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