賽局與產業競爭策略 (Game Theory and Business Strategy)

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賽局與產業競爭策略 (Game Theory and Business Strategy)

Instructor: 馮勃翰

5,341 already enrolled

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6 modules

Gain insight into a topic and learn the fundamentals.

37 reviews

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

6 modules

Gain insight into a topic and learn the fundamentals.

37 reviews

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

2 assignments¹

AI Graded see disclaimer

Taught in Chinese (Traditional)

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There are 6 modules in this course

透過個案故事和邏輯推演，帶領學生認識賽局理論的核心觀念，幫助學生建立一套完整實用的策略思考架構，並將之應用在各種商業決策，包括產品企劃、定價、談判、行銷、銷售與人際溝通。這門課和其他所有賽局理論課程不同，沒有數學、不討論理論模型，而是把學生帶入歷史上不同經理人所曾經面對的決策情境。

了解何謂賽局、何謂賽局理論、以及賽局理論的基本精神，並提出賽局的五個基本元素：參與者、附加價值、規則、認知、大局。

What's included

4 videos2 readings2 assignments

4 videos Total 56 minutes

課程影片賽局的基本概念 21 minutes
情境實驗公司併購案規則講解 4 minutes
情境實驗公司併購案結果詳解 17 minutes
課程影片分析賽局的五個基本元素 13 minutes

2 readings Total 11 minutes

NTU MOOC 課程問題詢問與回報機制 1 minute
情境實驗公司併購案 10 minutes

2 assignments Total 60 minutes

測驗德州槍戰（練習題，不計分） 30 minutes
測驗公司併購延伸問題 30 minutes

這個關鍵元素我們需要思考和學習的就是如何從其他參與者的角度來看問題。當我做了一個決策，當我採取了一個行動，其他的參與者會怎麼來回應？在這一週的課程，我們就是深入探討這件事。

What's included

5 videos2 readings1 peer review1 discussion prompt

5 videos Total 46 minutes

情境實驗柔道策略規則講解 4 minutes
情境實驗柔道策略結果詳解 12 minutes
課程影片巧妙運用隱藏的假設：以奇異果航空為例 8 minutes
課程影片架構介紹：以誠實茶為例 12 minutes
課程影片實際演練：以百事可樂為例 11 minutes

2 readings Total 20 minutes

情境實驗柔道策略 10 minutes
情境實驗柔道策略完整分析 10 minutes

1 peer review Total 60 minutes

互評作業蝦皮商城的逆襲 60 minutes

1 discussion prompt Total 10 minutes

討論分析商業計畫練習 10 minutes

附加價值簡單地來說就是在這個商業情境裡面，有你沒你到底會帶來怎樣的不同。當在分析不同商業問題時，你需要思考你能夠帶來哪些不同，其他人能夠帶來哪些不同。而在這個商業情境當中，每個人所能夠分得到的報酬理論上應該都不會超過他們所能帶來的貢獻，所以事前能夠去理清自己與其他參與者的附加價值是一件很重要的事情。

What's included

7 videos1 discussion prompt

7 videos Total 80 minutes

課程影片找到你的價值：「六人行」演員片酬怎麼談？ 9 minutes
課程影片用「價值網」找到競爭與合作對象 11 minutes
課程影片個案分析：以網路書店為例 17 minutes
課程影片任天堂竄紅的秘密 12 minutes
課程影片環球航空 10 minutes
課程影片孟山都除草劑 11 minutes
課程影片 Zentac 胃藥 11 minutes

1 discussion prompt Total 10 minutes

討論媒體轉型 10 minutes

第三個基本元素是規則，你可能會發現規則裡的細節有可能會翻轉買賣雙方的優勢劣勢，影響到最後交易的結果、成交的價格，甚至是這筆交易有沒有發生。

What's included

6 videos1 reading1 peer review

6 videos Total 67 minutes

情境實驗派拉蒙電視授權合約談判規則講解 5 minutes
情境實驗派拉蒙電視授權合約談判結果詳解 25 minutes
課程影片最惠顧客條款到底對誰有利？ 12 minutes
課程影片最惠顧客條款討人喜歡的四個原因 11 minutes
課程影片假如不只是兩個人簽約而已：淺談大眾消費市場 8 minutes
課程影片政策，無所不在 6 minutes

1 reading Total 10 minutes

情境實驗派拉蒙電視授權合約談判 10 minutes

1 peer review Total 120 minutes

互評作業薪酬制度 120 minutes

認知所要講的就是每一個參與者各自有哪些資訊、對情境的理解是什麼。我們對現況的理解會影響到所做的決策跟採取的行動，以及回應別人的方式。這是為什麼認知是一件重要的事情，這也是為什麼布蘭登伯格跟奈勒波夫會把操縱其他參與者的認知當成是在賽局當中一個重要的戰術。

What's included

7 videos1 reading1 discussion prompt

7 videos Total 58 minutes

課程影片給你24小時的幸福，你就會買下這台車 8 minutes
課程影片傳訊效果：懦夫賽局與破釜沈舟 8 minutes
課程影片文憑是否有用？ 9 minutes
課程影片在學歷失效的環境中脫穎而出：以小王子出版為例 9 minutes
課程影片有時，要順應大眾認知，而不是改變它：以 JC Penny 為例 9 minutes
情境實驗價格戰結果詳解 6 minutes
課程影片消滅認知：機票的複雜定價之道 9 minutes

1 reading Total 10 minutes

情境實驗價格戰 10 minutes

1 discussion prompt Total 10 minutes

討論圖書定價制 10 minutes

五個元素中的最後一個就是範疇，或者是我稱之為大局。我們可以知道真實的人生其實是一個又一個不停的小賽局所串聯起來的，我們之間可能並不是只有這家公司這一次性的買賣，我們對於這家公司買賣交易的談判有可能需要互相聯動其他賽局，就是所謂的大局。你需要去思考大局會不會影響每一個參與者的誘因、思考和回應的方式。

What's included

5 videos

Instructor

Instructor ratings

(8 ratings)

馮勃翰

National Taiwan University

1 Course 5,341 learners

Offered by

National Taiwan University

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Reviewed on Mar 5, 2019

能透過許多商業例子了解不同的模式與策略，藉由習作讓上課的人可以更深入其境一同去思考與提出自己的建言，覺得獲益良多

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